Dezyneecole, profile picture
Uploaded byDezyneecole
969 views

Mustafa Hussain Bohra BBA 3rd Year

This project report details Mustafa Hussain Bohra's summer internship experience at Future Retail Ltd., focusing on promotional activities in the marketing department. During the 45-day internship, he worked on various strategies, including visual merchandising and discount tagging, to enhance product sales in the furniture sector. The report includes a comprehensive analysis of promotional techniques and organizational structures related to marketing in retail.

Embed presentation

1 A Project Report On Promotional Activities in Marketing Submitted to DEZYNE E’ COLE COLLEGE By Mustafa Hussain Bohra Towards the partial fulfillment of 3rd year In Bachelors of Business Administration Dezyne E’ Cole college, Ajmer 106/10 Civil lines, Ajmer- 305001
2 MUSTAFA HUSSAIN BOHRA BACHELOR’S OF BUSINESS ADMINISTRATION DEZYNE E’COLE COLLEGE AJMER MANAGEMENT PORTFOLIO
3 Grade sheet DEZYNE E’ COLE COLLEGE 106/10 CIVIL LINES AJMER- 305001 (RAJ) TEL: - 0145- 2624679 This project report of Mr. MUSTAFA HUSSAIN BOHRA of Bachelors of Business Administration of 2nd year program of BBA has been graded as______________________ Thanking you Principal (Seal & signature)
4
5 Acknowledgement I would like to express my gratitude towards FUTURE RETAIL LTD. COMPANY for giving me an opportunity to work as a summer intern for the duration of one and half month as a part of training of our course. I express my gratitude to all those who initiated and help me in the successful computation of this project. I express sincere gratitude to Mr. TARUN KANOJIA (Marketing head, Noida) and our faculty guide Mrs. NEHA BAGGA for supporting us during the project work. I also take this opportunity to express my indebtedness to Mrs. VINITA MATHUR, Principal “DEZYNE E’ COLE COLLEGE, AJMER” for her cooperation and affectionate encouragement. I also thank to my all faculty members for their suggestion and advices. Also I am thankful to my parents and family members who are my constant source of inspiration in every field of life and due to them I am whatever I am today. Thanking you With regard Mustafa Hussain Bohra
6 Synopsis This project was undertaken as my summer internship at FUTURE RETAIL LTD. COMPANY, Hometown Noida in marketing department. During the internship period in 45 days (26 Jan 2016 – 12 mar 2016) I worked on the top that “how to promote products in retail sector”. This project is actually focusing on the case study which is provided to me at Future retail of Hometown in Furniture Section which mainly comprised for contemporary style. We were supposed to device a methodology for coming up with better ideas like visual merchandising for better display of products, tagging of discounts on product to increasing footfall of customer on stores, billing of sales orders of furniture and canopy activation in different societies for promoting schemes of products and these things I had done on my training program for thinking innovative promotional techniques for promoting a brand which is already extent in the market. The statistical techniques adopted for solving this case study. In this subsequent page you will go through the case study handling and arriving at a proper solution beneficial for the company. I prepared questionnaire to do this study and after a continuous study of the market. I reached at a continuous study of the market. I reached at a conclusion that Marketing of product is important through promotional activities, visual merchandising to increase company sale. This project is a study procedure of all activities; I undertook to deal with the “Marketing in retail furniture”. And I think that I attend this program of internship as per the knowledge.
7 Profile: - Mustafa hussain Bohra Experience:- D.O.B:- 5th July 1996 Nationality: - Indian Contact information:- 106/10, civil lines Ajmer, RAJ. 305001 Education: Tel: 0145-262467 Email:-dezyneecole@gmail.com Skills: - computer knowledge in MS office, good command in basic of language: - English and Hindi Accounting concepts, Business Law Specialization: - Accounting (Corporate accounts, auditing, taxation) Interest:-Teaching, Playing cricket and listening music Also seeing historical serials. MUSTAFA HUSSAIN BOHRA Bachelors of Business Administration www.dezyneecole.com contact. No.:-9829024839 45 days (26th Jan – 10th Mar 2016) summer internship to learn Marketing Skills at Future Retail – Hometown, TGIP Mall S-18 Noida (UP). Under the guidance of Mr. Tarun Knojiya. Completed 10th and 10+2 from all saints school Ajmer. Graduate in BBA from DEZYNE E’ COLE College Ajmer
8 Content Chapter :- 1 • Introduction of project • Introduction about company Chapter:- 2 Project study on promotional activities Chapter:- 3 Project analysis • Promotional schemes • Visual merchandising • Tagging of discount rates • Canopy activation Chapter :- 4 • Market study • Sales study • Product study • Research methodology Chapter :- 5 • Conclusion • Recommendation • Bibliography
9 Introduction of Management As per the studying criteria of three years of bachelors degree of management field every student has to undergo a practical training of45 days. According to the interest of the student the training is a vocational training in the organization to learn more about the working scenario of an organization and a project by the person whom one is posted during the training period. I had undergone a practical from Future Group, Hometown. In the present scenario the practical training is an essential part of management stream. It helps an individual to visualize the management practices in the theoretical aspects in which we have learnt principles of management, business communication, Business Research, basic of computer management, sales and salesmanship, business mathematics and summer internship viva-voice etc. After the completion of training period every student have to make a training report to showcase my work, which I had done in an organization in my training period. The project report contain the chapters likewise, Company profile, promotional activities, selling on the store, visual merchandising, and tagging discount rates on product layout etc. This project work is based on the above subjects whom we learn in our three year degree program.
10 A project report is divided into two major parts the first is Primary parts which gives a brief study about Company profile, Product Classification etc. The second part is Secondary Part which gives a brief study about Research Tools, Market Study, Objectives of Study, and Introduction of management etc. These are the aspects which I have discussed in my internship project work at Future Group, Hometown in Noida for 45 days. This is the annual report which presents the aspects of the practical training taken by me. The criteria on which I had undertaken my training and present my project work is “Promotional activities” for understanding the efficient and better functioning of the organizations and for taking an practical knowledge about the effective working of the organization to enhance and boost up my skill set.
11 Chapter- 1  Introduction about the project  Introduction about company
12 Introduction about Project My project is basically based on the promotional activities in which I did selling on the stores, doing visual merchandising, tagging discounts on the product outlets and also did canopy activations in different societies of Noida and Gurgaon.
13
14 During these things my objective is to do the sales promotion to increase the sales of Future Retail Hometown. The purpose of this briefing paper is to introduce key summer internship project terms and concepts to provide a common language for discussion, including • Why it is made? • What field? • Where internship was done? • How many days it was continued? Why it is made? This is made to learn on the job by way of association with a business organization. This training should help us to develop a perspective of wholesome management of business activities. This would enable us to appreciate the importance of different business activities and see how different business activities are interrelated. So that I will have to submit a summer training report on the organization, that I was undergo the training and make a presentation before a panel faculty members. In what field? Basically I was done my summer internship in marketing field, in this my working in first 25 days was to sale the products on the store and rest of the days I was done the promotional activities through canopy activation in different places. Where internship was done? My internship was done in future retail ltd. Company, HOMETOWN, TGIP Mall S-18, Noida 201301 (UP) in furniture section. Basically future retail ltd. Co. is one of the operating companies of future groups. And hometown is the brand of future retail. How many days internship was continued? Summer training period: - 45 days (26th January – 10th march 2016) in The Great India Place Mall Hometown Noida UP. why how where what
15 Introduction about company Future group is an Indian private conglomerate, headquartered in Mumbai and it is founded by Kishore Biyani (MD & CEO). Future group’s businesses focus on developing operating modern retail, brands and distribution network for the consumption sector in India. Built over more than two decades, the group’s flagship companies focuses on three distinct businesses – • Hypermarkets business operated by Future Retail Limited. • An integrated lifestyle fashion business operated by Future Lifestyle Fashion Limited and • An FMCG and food distribution business operated by the Future consumer Enterprise Limited. Retail is the core business activity of future group, but group’s subsidiaries are present in consumer, insurances, brand development, real estate development, retail media and logistics. It is a corporate group and nearly all of its businesses are managed through its various operating companies based on the target sectors. Net income is 960.18 crore rupees (US$150million) as of march 2013. Group vision Future group shall deliver everything, everywhere, every time for every Indian consumer in the most profitable manner.
16 Group mission The group shares the vision and belief that their customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development. The group will be the trendsetters in evolving delivery formats, creating retail realty, making consumption affordable for all customer segments – for classes and for classes and for masses. The group shall infuse Indian brands with confidence and renewed ambition. The group shall be efficient, cost – conscious and committed to quality in whatever been done. The group shall ensure that positive attitude, sincerity, humanity and united determination shall be the driving force to be successful. Major milestones 1987 Company incorporated as Manz Wear Private Limited, Launch of Pantaloons trouser, India’s first formal trouser brand. 1991 Launch of BARE, the Indian jeans brand. 1992 Initial public offer (IPO) was made in the month of May. 1994 The Pantaloons Shoppe – exclusive menswear store in franchise format launched across the nation. The company starts the distribution of branded garments through multi – brand retail outlets across the nation. 1995 John Miller – formal shirt brand launched. 1997 Pantaloons – India’s family store launched in Kolkata. 2001 Big Bazaar, ‘Is se sasta aur accha kahi nah In’ – India’s first hypermarket chain launched. 2002 Food Bazaar, the supermarket chain is launched. 2004 Central – ‘Shop, Eat, Celebrate In The Heart Of Our City’ – India’s first seamless mall is launched in Bangalore. 2005 Fashion Station – the popular fashion chain is launched. 2006 Future capital holding, the company’s financial arm launches real estate funds Kshitij and Horizon and private equity fund in division. Plans forays into insurance and consumer credit. Multiple retail including collection I, Furniture Bazaar, Shoe factory, E-Zone, Depot and futurebazaar.com are launched across the nation. Group enters into joint venture agreements with ETAM group and Generali.
17 Future Group’s operating companies sorted by targeted market:- Retail • Future Retail Ltd. • Future Lifestyle Fashion Ltd. • Future Consumer Enterprise Ltd. Financial Services • Future Capital Holdings (for internal financial services) • Future Generali • Future Ventures Other Services • Future Innoversity • Future Supply Chains • Future Brands • Future Learning Future Group retail services sorted by operating companies:-
18 Future Retail Ltd • Big Bazar • Food Bazar • Fashion @ Big Bazar • Hometown • E Zone • Food hall • FutureBazar.com (e-retailing) Future Lifestyle Fashion Ltd • Central • Brand Factory • Planet Sports Future Consumer Enterprise Ltd • KB’s Fair Price • Aadhaar • Big Apple
19 Products brands under Future Group in India:- Fashion and Lifestyle • Indigo Nation • Sculler • John Millers • All • Rig • Urban Yoga • Nothing Fits like Jealous 21 • Bare • Urbana • Holii • Converse • Spalding • Manchester United • UMM
20 Five Organizational Structures • simple Structure • Machine Bureaucracy • Professional Bureaucracy • Divisionalized Form Simple Structure • Strategic Apex, direct supervision, vertical and horizontal centralization • Simple and dynamic, sometimes hostile • Entrepreneurial firm generally follow simple structure. Machine Bureaucracy • Techno structure, standardization of work process, limited horizontal decentralization • Simple and stable • Mass-production firms, service firms with simple, repetitive works. Professional Bureaucracy • Operating core, standardization of skills, vertical and horizontal decentralization • Complex and stable. • School systems, social-work agencies, accounting firms. Divisionalized Form • Middle line, limited vertical decentralization, standardization of outputs • Relatively simple and stable; market diversity • Large corporations, government. After analyzing the structure of FUTURE GROUP, we can say that it has a DIVISIONAL STRUCTURE. In future group, there are several divisions like retail, financial services,
21 entertainment, real estate and media and within these divisions; there is also sub-division like in Future Retail Ltd, Future Lifestyle Fashion Ltd and Future Consumer Enterprise Ltd. And each major division is headed by a president or vice president. And the power lies in middle management. For e.g. retail division’s president or vice president has fully authority to take decision for retail division and they are also responsible for performance. Future group can be represented as a set of “little companies”. And each division can be organized into functional groups, with high division of labour, high formalization and centralized authority in the division managers. Organization size Organization size generally measured in terms of number of employs. There is no clear cut criteria dividing organization between big and small criteria but there is a common consensus that the organization which has more than 2000 employee is considered as big organization. • Size is directly promotional to complexity. • Size is directly promotional to formalization. • Size in inversely promotional of centralization. Number of employees in future group is approx. 35000 it means that it is a giant organization. So its organizational structure is highly formalized, highly decentralized. Higher complexity:- As a company is expanding its product variety or moving into new markets, managers are likely to add organizational complexity. For example, they may try both to maximize scale and to stay close to the customer. Pursing both these objectives often lead to complex matrix structures, duplicated costs at different levels, and a lack of clear accountabilities. Each decision to add an organizational layer may make sense, but few companies in good times assess the overall impact of these decisions on organizational complexity.
22 Higher formalized:- to cater to such a high complex structure , it is very important that the organization should be highly formalized . as company is growing larger , a certain amount of formulization is inevitable. Employees requires some direction in their job responsibilities and in the procedures required, however , managers should be aware of the costs of excessive formalization, which may include stifling employee creativity and innovation as well as slowing the organization’s responsiveness to critical issues and problems. Decentralization: - these rules and regulation allow top management to delegate decision making while at the same time ensure that the decision are made in accordance with desire of top management. But research is mixed is demonstrating that size leads to decentralization . so futures group is larger size organization having highly formalized and highly complex but decentralized Task variability f F formalization Craft (training and meetings) Non routine (group) Routine (planning and rigid rules) Engineering (reports meeting) C E N T R A L I Z A T I O N P R O B L E M A N A Z I A B I L I T Y
23 Organization Environment Every outside organizational boundary is environment. Environment has two types. 1. General: - the environment factor that may have an impact on the organization but their relevance is not overtly clear. 2. Specific: - the environment factor that is directly relevant to the organization in achieving its goals. Ex: customers, suppliers, government, competitors. Environment and structure • Environment uncertainty is directly proportional to complexity. • The organization working in stable environment has highly formalized similarly the organization working in dynamic environment is low formalized • The organization working in simple environment is highly centralized and the organization working in complex environment is low centralized that is decentralized. If we evaluate future group in the context of environment then we can say that future has mainly in retail business and in retail sector lot of environment uncertainty such as market demand and supply of goods, consumer taste and preferences all are changing very frequently so we can say that future group has complex organization structure . Also future group is working in stable and complex environment because the component of specific environment such as customers, suppliers, competitors are almost stable but complex. Future group is MECHANISTIC STRUTURE STRUCTURE CONFIGURATION COMPLEXITY Complexity refers the degree of differentiation that exists within an organization. Its types Horizontal differentiation: - Its consider the degree of horizontal separation between units. Specialization (division of lobour) and depart mentation is the best example of horizontal differentiation.
24 Vertical differentiation: - vertical differentiation refers to the depth in the organization structure. its depends upon span of controls. Members at each level 1 1 8 4 64 16 512 64 4096 256 1024 4096 Spatial differentiation: - This differentiation arises due to working in different locations. A futures group is generally working in India but retail sector is very diverse sector it depends upon culture, demography and income level of people so state there to working in different locations. futures groups is generally working in India but retail sector is very diverse sector it depends upon culture , demography and income level of people so state there is differentiations arises in retails business Organizationallevels Span of 4 Operatives = 4096 Managers (levels 1-6) =1365 Span of 8 Operatives = 4096 Managers (levels 1-6) =585
25 Formalization Formalization refers to the degree to which jobs within three organizations are standardized. Future group is formalized organization here every employ follow the decision and working direction of their superior and it is also theoretically right because where there is more complexity there is greater need of formalization. Centralization Centralization refers to the degree to which decision making is concentrated at a single point the organization. Future group has decentralized culture for this purpose they create three separate division of group. Future retail ltd Future lifestyle fashion ltd. Future consumer enterprise limited Conclusion After viewing future group in the context we can say that future group is highly complex highly formalized, decentralized organization that is working simple and stable environment and follow DIVISIONAL STRUCTURE. IMPORTANT NOTICE: - From the various brands of the future retail ltd company we have mainly focus on home town in retailing the marketing concept
26 Before starting about future retail let’s take a short brief Indian Retail. Indian Retail Retail is booming sector in India’s largest industries, has presently emerged as one of the most dynamic and fast paced industries with several players entering the market. Retail accounts for over 10 per cent of the country’s GDP and around 8 per cent of the employment in India. As the contemporary retail sector in India is reflected in sprawling shopping centers, multiplex – mails and huge complexes offer shopping, entertainment and food all under one roof the concept of shopping has altered in terms of format and consumer buying behavior, ushering in a revolution in shopping in India. This has also contributed to large scale investments in the real estate sector with major national and global players investing in developing the infrastructure and construction of the retailing business. The trends that are driving the growth of the retail sector in India are • Low share of organized retailing. • Failing retail estate prices. • Increase in disposable income and customer aspiration. • Increase expenditure for luxury items. Another credible factor in the prospects of the retail sector in India is the increase in the young working population. In India, high pay – packets, nuclear families in urban areas, along with increasing working – women population and emerging opportunities in the services sector. These key factors have been the growth drivers of the organized retail sector in India.
27 The retailing configuration in India is fast developing as shopping malls are increasingly becoming familiar in large cities. When it comes to development of retail space specially the malls, the Tier II cities are no longer behind in the race. India is being seen as a potential goldmine for retail investors from over the world and India has the top destination for retailers for an attractive emerging retail market. India’s vast middle class and its almost untapped retail industry are key attraction for global retail giants wanting to enter newer markets. Even though India has well over 5 million retail outlets, the country sorely lacks anything that can resemble a retailing industry in the modern sense of the term. This presents international retailing specialists with a great opportunity. The organized retail sector is expected to grow stronger than GDP growth in the next five years driven by changing lifestyles, burg coning income and favorable demographic outline= Future Retail Limited Company Future retail is the operating company of future group, India’s retail pioneer catering to the entire Indian consumption space. Through multiple retail formats, we connect a diverse and passionate community of Indian buyers, seller and businesses. As modern retail drives fresh demand and consumption in new categories, our strategy is based on a deep understanding of Indian consumers the products they want, and making these products available in every city in every store format. We are in line with our broad objective of being a catalyst in India’s consumption led – growth and being a positive agent of change in the communities we serve. The collective impact on business is staggering over 330 million customers walk into our stores each year and choose products and services supplied by over 30000 small, medium and large entrepreneurs and manufactures from across India. The number is set to grow.
28 Future retail and future lifestyle fashions, two operating companies of future group are among the top retail companies listed in BSE with respect to assets and in NSE with respect to market capitalization. They operate multiple retail formats in both the hypermarket, supermarket and home segments of the Indian consumer make including:- The home solution segments include Hometown and E-zone. Hometown is a unique one- stop destination for complete home-making solution. E-zone is an experienced-led lifestyle
29 format that brings together the best in national and international consumer electronic and durables brands in a family-centric environment. Note: - In future retail ltd. Company my focus was on “Hometown” where I did my summer internship
30 Hometown offers customers a unique, personalized shopping experience, and has grown to be India’s biggest store in homemaking renovation and decor. We promise to make homemaking an enjoyable and hassle-free experience with our wide array of product and services. Our offering includes a slew of living room furniture, dining, bedroom furniture and furniture essential. Mattresses, modular kitchens, home furnishing, decor, households and bath luxury. From classy sofas, tasteful decor items, elegant beds, dinning sets to kitchen essentials and artifacts; it houses everything to build and beautiful homes. It was first opened in and
31 currently operates 35 stores in 17 cities and has also developed partnerships with online retailers. Home town is the largest home making retail concept in India which is a part of future group (the largest retailer in the country). Home town concept is a complete home retailing format of an average size of 1 lac sqft + stores , encompassing categories like furniture, home improving, modular kitchen , electronics, home furnishing, home décor and house wares with turnover of more than 500 cores.
32 The home solution segment includes home town and e-zone. Home town is a unique one stop destination for complete home making solution. Promise to make home making an enjoy able and hassle free experience with our wide array of product and services , our offering include a slew of living room furniture dining, bedroom furniture and furniture essential, mattresses, modular experience and has grown to be India’s biggest store in home making ,renovation and décor. From class sofas , tasteful décor item, elegant beds , dining sets to kitchens essentials and artifacts, it houses everything he build and beautifully hones it was first opened in and currently operates 35 stores in 17 cities and has also developed with online retailers Future group is considering spinning off furniture retail unit home town to merge it with online retailer fab furnish and create a separate listed entity with a target revenue of 1000 crore by end of the next financial year. Home town will be the biggest vendor on fab furnish which future group bought last month for about 20 crore from German incubator rocket internet “while it still not a board decision. We could still look. Future retail has two categories:- 1. Hypermarket & supermarket 2. Home solution :-  home town Future Group launches the most comprehensive home-making store- Hometown, in Kolkata Everything a home needs - now under one roof! With over 175 fully designed and furnished rooms on display, spread over 200,000 sq. feet, with a unique design and build offering, makes this the most comprehensive home-making store ever. Kolkata, June 19, 2009: Ho me Solutions Retail (India) Ltd., a part of the Future Group, today, announced the launch of ‘Hometown’, India’s most comprehensive home-making store, at New Town, 5 minutes from Salt lake Sector-V. Spread over an area of about 2,00,000 sq., Hometown offers consumers the maximum choice and variety of home products under one roof as well as a specialized team of experts to install them all, at their
33 homes. In addition to retailing home improvement products, Hometown will also provide home making and home improvement services like: Services of Hometown  Hometown offers consumer largest choice and variety under one roof and a specialized team of experts to set it all up for them at their homes.  In addition to retailing home improvement products, hometown will also provide services like electrical, plumbing, interior decoration, painting etc.  Hometown will also have counters by future money, where consumers can avail of fast & easy finance on their purchases at hometown.  Product from all major manufactures of several products as sanitary ware, bath fittings, fixtures, furniture’s etc. displayed.  Customers given price, services & product guarantee.  One year guarantee on workmanship of jobs undertaken from the date of job completed.  Every product or services provided backed by reliable manufactures and services providers.  Exchange/refund option with customer in case of any manufacturing defect.
34 Hierarchy of Hometown Noida Managing Director Hometown NCR Human Resouce Department Head NCR HR Hometown (Noida) Assistant HR Commercial Department Head NCR Accounts Manager Accountant/Cashier Marketing Department Head NCR Relationship Executives sales Persons HomeTown Manager
35 Hometown divides in 5 departments which are:- Furniture Section Modular Kitchen Design and Build Wallpaper and Bath Luxury Home Furnishing
36 Furniture section: - There are many types of furniture are there like dinning furniture, sofas, dressing table, beds, office furniture etc. Types of wood which is used in making all these furniture’s are:- • HDF wood(high density fiber) • MDF wood(medium density fiber) • Solid wood(mango, sheesham)
37 Modular Kitchen: - It’s an innovative concept of modular kitchen where the kitchen should be design by the designer after taking measurement of kitchen space and then work on it. Design & Build: - This is a department related to interior designers; they work on the design and arrangement of home. Their main motive is to maximize the use of land properly. This is a unique end-to-end solution that will help customers bring their dream home to life. From creative interior designs to turnkey project execution or renovating existing house, HT Design & Build services will help customers all the way. Most importantly, this service is flexible, transparent and easy-on the-pocket.
38 Wallpaper and Bath Luxury: - wallpaper and bath luxury are in many types and in different types according to choices of customers. Home Furnishing:- Home funishing is a wing where the decoration items, kitchen wares and the comfortable products of the homes are here. There are 3 divisions of Home furnishing:- • General merchandising • Decor
39 • Furnishing General merchandising:- Its content the kitchen wares like crrokery, cookers, spoons, utensils etc... Decor: - The decoration items like vases, pots, paintings, lamps, statues flowers, scriptures etc...
40 Furnishing: - The badsheets, pillow covers, balankets’ curtain etc.. all those cloth material which use for home.
41 Chapter- 2 Project study On “Promotional activities”
42 Project study on Promotional Activities Promotion is an important marketing force that provides extra incentives to achieve sales. It is an important marketing tool as compared to advertisements and sales force. Promotion is both short term and long term activities carried. Promotion is a term used frequently in marketing and is one of the market mix elements. It refers to raising customer awareness of a product or brand, generating sales, and creating brand loyalty. It is one of the four basic elements of the market mix, which includes the four P’s: price, product, promotion, and place. So, my working was fully on promotions to create demand and increase sales. The role and mechanics of promotion Promotion are an extremely valuable tool for the marketing of goods like all other tools, promotions can make a valuable contribution to marketing. Promotion function: The function of promotion is to accelerate action stated by other marketing activities. Promotion acts as a catalyst to accelerate action, primarily on the part of the consumer. It supplements, but is not a substitute for, advertising and selling efforts. Promotion accelerates action by changing the price-value relationship of the brand. Every product has an established value in the minds of the consumer. This is what the consumer is normally willing to expand (in money) for what he gets, or thinks be gets, when he buys the product.
43 The need for promotion varies because 1. A brand’s quality is inferior to competition; 2. A brand’s advertising is not as persuasive as competitive copy; or 3. A new brand is being introduced Promotion’s role in the life cycle of a brand At each stage in a brand’s life cycle a different degree of promotional emphasis is required. New product: A New products can usually profits from substantial promotion support – if the product, the advertising, distribution and price are right. The promotion can truly perform its function of accelerating trial and purchase of a brand whose value has not yet been fully established in the minds of all consumers. Although good advertising on a new brand will persuade many consumers to try the brand, it is not likely to persuade every logical prospect to take immediate action. Though the advertising does not quickly move to action require an extra incentive, such as a free sample or coupon or some other device that increases the value of the brand or lowers its price, to the point where the prospect decides to buy it. If the product is of good quality, promotion thus helps to establish its value quickly in the minds of more people. Growing brand: There are indications, incidentally, that many new brands (but not all) reach their share-of-market peak within six months to a year after the completion of their introduction. This leads to the conclusion that a brand of proven product and advertising
44 copy superiority would be well advised to meet maximum trial during the introductory period by spending heavily in the advertising media and on the promotional devices that are most effective in reaching the brand’s best long-term prospective consumers. Investment at the highest practicable level in effective advertising and promotion during the introductory stage, therefore – by quickly achieving a high franchise level – can establish a business that is less vulnerable to competition and that returns higher level of profit in the following years. Stable Brand: An established, growing brand generally requires minimal promotion support, usually of a selective nature. The product and its advertising are still equal to or better than competition. A high proportion of potential customers have tried brand and many have become more or less regular users. In such a healthy situation, the job that promotion has to do usually is much narrower and more specialized. It can be used for such specific purposes as improving distribution on large sizes, attracting new users from groups or areas where usage levels are below potential, or increasing the consumption among present users. Total promotion expenditure, however can be cut back to levels that generate optimum profits – so long as the brand continues to represent superior value for the price. Declining Brand: A mature, stable brand may need increased promotion support as competition begins to match it in product quality and in the persuasiveness of its advertising copy, or as the brand reaches its natural franchise level. When this happens, growth ceases sales and share level off.
45 A declining brand may need much heavier promotion support as it becomes old and outdated by new or improved competitive brands. Efforts to improve the brand’s quality and its advertising copy to equal competition may have been unsuccessful. Increasing the advertising appropriation may not help and may, in fact, merely reduce profits. Promotional tools For effective promotion of any product or services there are a number of marketing promotional tools that can be utilized in a promotion program. These should be applied carefully according to the given circumstances, because every promotional tool is suitable to certain circumstances.
46 Following are some of important tools that must be in our mind • Advertising • Personal selling • Public relation • Direct marketing • Sales promotion Advertising Advertising is an audio or visual form of marketing communication that employs an openly sponsored, nonpersonal message to promote or sell a product, services or idea. Sponsors of advertising are often businesses who wish to promote their products or services. Advertising is differentiated from public relations in that an advertiser usually pays for and has control over the message is nonpersonal, i.e., not directed to a particular individual. Advertising is communicated through various mass media such as newspaper, magazines, television, radio, outdoor advertising or direct mail or new media such as search results, blogs, websites or text messages. The actual presentation of the message in a medium is referred to as an advertisement or “ad”. My complete work was done on this tool of promotion
47 Today’s trend there is modern advertising going in our country which is completely based on the techniques which I was mentioned above in the new media. Personal Selling Personal selling process refers to a process that occurs when a sales representatives meets with a potential client for the purpose of transacting sale. Many sales representatives rely on a sequential sales process that typically includes nine steps. Some sales representatives develop scripts for all or part of the sales process. The sales process can be used face to face encounters and in telemarketing. Process of personal selling in nine steps:- Prospecting (identifying prospects) Qualifying leads (identifying potential customers) Pre-approch (process of preparing of presentation) Sales presentation Need assessment (customer needs) Approach (stage when sales person initially meets the customers) Handling objections Closing (prospect is ready) Follow up
48 Public Relation (PR) Public relations are the practice of managing the spread of information between an individual or an organization (such as a business, government agency, or a non-profit organization) and the public. Public relations include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. The differentiates it form advertising as a form of marketing communications. Public relations is the idea of creating coverage for clients for free, rather than marketing or advertising. An example of good public relation would be generating an article featuring a client, rather than paying for the client to be advertised next to the article. The aim of public relations is to inform the public, prospective customers, investors, partners, employees, and other stakeholders and ultimately persuade them to maintain certain view about the organization, its leadership, products, or political decisions. Public relations professionals typically work for PR and marketing firms. Job central to public relations include account coordinator, account executive, account supervisor, and media relations manager. “The public relations counsel is the agent working with both modern media of communications and group formations of society in order to provide ideas to the public’s consciousness. Furthermore, he is also concerned with ideologies and courses of actions as well as material goods and services and public utilities and industrial associations and large trade groups for which it secures popular support”. By “Bernays”
49 Public relations specialists establish and maintain relationships with an organization’s target audience, the media, and other opinion leaders. Common responsibilities include designing communications campaign, writing news releases and other content for news, working with the press, arranging interviews for company spokespeople, writing speeches for company leaders, acting as an organization’s spokesperson, preparing clients for press conferences, media interviews and speeches, writing website and social media content, managing company reputation, managing internal communications, and marketing activities like brand awareness and event management. Success in the field of public relations requires a deep understanding of the interests and concerns of each of the client’s many publics. The public relations professional must know how to effectively address those concerns using the most powerful tool of the public relations trade, which is publicity. Public relations and journalism have similarities in the work they do, yet these two fields don’t necessarily have the greatest relationship, being described as “adversaries” at times.
50 Direct Marketing Direct marketing is a form of advertising which allows businesses and nonprofit organizations to communicate directly to customers through a variety of media including cell phone text messaging, email, websites, online adverts, database marketing, catalog distribution, promotional letters and targeted television, newspaper and magazine advertisements as well as outdoor advertising. Among practitioners, it is also known as direct response. Direct marketing focuses on the customer, data, and testing. Hence, besides the actual
51 communication, a direct marketing campaign will incorporate actionable segments and use pre and post-campaign analytics to measure results. Sales Promotion Sales promotion is a key factor and strategy for marketers within the promotional mix. In recent years, promotional creative must work better than traditional advertising. Sales promotion refers to many kinds of incentives and techniques directed towards consumers and traders with the intention to produce immediate or short term effects. In fact, whenever a marketer increases the value of its product by offering an extra incentive to purchase a brand or product, it is creating a sales promotion. The objectives of sales promotion is to encourage ‘action,’ although promotion can also help build brand identify and awareness. “Sales promotion is media and non-media marketing pressure applied for a predetermined, limited period of time in order to stimulate trial and impulse purchases, increase consumer demand, or improve product quality”. By “American marketing Association” Reason for rapid growth of sales promotion • Immediate profits • Immediate response • Consumer behavior • Added value • Market share
52 • Increased promotional sensitivity • Competition Immediate Profits Most companies have pressure for short term profits, a drive that sales promotion satisfies. Product managers are under pressure to generate quarterly sales increases. Because advertising’s benefits are often apparent in the long term only, companies invest more money in sales promotion when they want quick results. Immediate Response Another reason for sales promotion’s growth is that it is relatively easy and quick to determine whether a sales promotion strategy has accomplished its objectives because there is usually an immediate response of some kind. Consumer Behaviour Shoppers today are better educated, more selective, and less loyal to brand names than in the past, which means they are more susceptible to switching brands. Added Value From the consumers’ perspective, sales promotion reduces the risk associated with a purchase by giving them something of added value such as coupon, rebate, or discounted price. Promotions typically offer the consumer added value. Consumers have become more ‘deal-oriented’. Market Share
53 In most industries, the battle is for market share rather than general product growth. Sales promotion encourages people to switch products, increasing market share. Increased Promotional Sensitivity Marketers are making greater use of sales promotion in their marketing programmes because consumers respond favourably to the incentives it provides. An obvious reason for consumers’ increased sensitivity to sales promotion offer is that they save money. Another reason is that many purchase decisions are made at the point of purchase decisions are made at the point of purchase decisions are made at the point of purchase by consumers who are increasingly time-sensitive and facing too many choices. Competition Another factor that led to the increase in sales promotion is manufacturers’ consumer promotions to gain or maintain competitive advantage. The markets for many products are mature and stagnant, and it is increasingly difficult to boost sales through advertising. Importance of Sales Promotion in Current Scenario’s • Greater integration with other communication elements. • More strategic orientation with longer lead time in developing campaigns and a broadening of the view of the role sales promotion in brand and product management. • Sales promotion follows the lead of advertising – extends and develops the themes created by advertising campaign.
54 • Greater spend on sales promotions as proportion of the overall communications budget. • Powerful retailers dictating and managing sales promotion and consumer data. • Clients expect strategic input from their agencies. My study is on about promotion in which I did selling on the store and generating bills order, visual merchandising for better display of the store, tagging of discounts to increase the footfalls of the customers and also doing canopy activations on different societies in Future Retail, HOMETOWN in furniture section: Location where I did the promotional activities through canopy activations • Noida • Gurgaon Noida 1. HomeTown store • Visual merchandising • Generating Bills order • Tagging discount pricing
55 2. Societies(outdoor work): Canopy activation • Silicon city • Gulshan vivante • Amarpali Gurgaon In Gurgaon I did canopy activation only for 2 days in two societies in Gurgaon. The societies are: - Canopy activation on outdoor working • Krishna society • Green city For doing the study on promotional activities, I done couple of work on different location which is showed in the pictures:
56
57 Chapter-3 Project Analysis  Promotional schemes of Hometown  working on these schemes • visual merchandising • tagging of discount rates • canopy activation
58 As an intern I done my study on sales promotion in which I did selling on the store and generating bills order, visual merchandising for better display of the store, tagging of discounts to increase the footfalls of the customers and also doing canopy activations on different societies in Future Retail, HOMETOWN in furniture section on two schemes which are: • Mano Ya Na Mano Sales • Badal Dalo (exchange offer) Mano Ya Na Mano Sales: “Mano ya na Mano” sale provide customers a unique opportunity to renew their home with new furniture and home accessories, that comes at value for money and rock bottom prices. That’s not all. You can also avail attractive offers and discounts on the new range of sofas, bed sets and flexi wardrobe range introduced by HomeTown. Head to the nearest. HomeTown store and grab this once –a-year-chance to buy your dream home products at best prices. Mano ya na Mano…… Key highlights Up to 60% off. 0% interest finance. 5% additional discount on your Axis bank debit/credit card. Get up to 25% points back on you’re shopping with PAYBACK points & earn 6 points every Rs 100 spent. New range included. Up to 60% discount…Exceptional offers on everything for your home…. Buy bed set & get dining set/sofa set free. Buy 1 bed sheet and get the other one absolutely free.
59 Mano ya na ManoUp to 60% discount….Exceptional offers on everything for your home… 45% off on Milano sofa set. 20% off on the new range sofa set. 35% off on cosmic lounger. 46% off on Loretta sofa set. Up to 55% off on wall units. Up to 43% off on Centre tables. Buy Impiana bed set & get Rome Sofa set (3+1+1) worth Rs 6,999 free. Up to 59% off on kids’ bedroom furniture. Up to 60% off on the all new Flexi Wardrobe range with assured installation in 1 day. 33% off on bubble bean bag. 50% off on entire range of storage solutions. Badal Dalo (exchange offer): This Badal Dalo is completely based on exchange offers in which customers get up to 40%
60 off with exchange old & get 25% off. Trade in the old and upgrade to our spectacular new range of furniture & furnishing. Give your (customer) home a perfect perfective make over. Additional 5% cash back SBI cards. This scheme was started in February 2016. Offers ends limited period offer.
61 Value for your old Home Products Products Exchange price(up to) 1 Seater Sofa 6000 Rs 2 Seater Sofa 15000 Rs 3 Seater Sofa 20000 Rs Beds 15000 Rs 4 Seater Dining Table Set 10000 Rs 6 Seater Dining Table Set 18000 Rs Other Furniture 3000 Rs 3 door Wardrobes 15000 Rs Spring Mattresses 6000 Rs Mattress Cotton/Coir 4000 Rs Bedsheets 1000 Rs Curtains 1000 Rs Towels 500 Rs Pillows 300 Rs Crockery 100 Rs Gas stove 4000 Rs Cookware 600 Rs Plastics (per kg) 100 Rs Utensils/Taps (per kg) 300 Rs
62 VOUCHERS DENOMINATIONS 4 TIMES VOUCHERS VALUE CATEGORIES MULTIPLES 1. FURNITURE 4 TIMES 2. OFFICE FURNITURE ‘S (IMPORT) 4 TIMES 3. MATTRESS (LIVING ESSENCE) 4 TIMES 4. MODULAR WARDROBE 4 TIMES 5. FURNISHING 4 TIMES 6. HOMES DÉCOR 4 TIMES 7. DÉCOR LIGHT 4 TIMES 6 TIMES VOUCHERS VALUE CATEGORIES MULTIPLES 1. CUSTOMIZE CURTAINS 6 TIMES 2. CROCKERY 6 TIMES 3. OFFICE FURNITURE’S (SIS) 6 TIMES 4. MATTRESS SIS* 6 TIMES 5. KITHCENWARE 6 TIMES
63 As a trainee I go about with the project through some steps which I undertaken for study are Visual merchandising Visual merchandising is the practice in the retail industry of developing floor plans and three-dimensional displays in order to maximize sales. Both goods and services can be displayed to highlight their features and benefits. The purpose of such visual merchandising is to attract, engage and motivate the customer towards making a purchase. Visual merchandising commonly occurs in retail spaces such as retail store and trade shows. Future Retail HomeTown is one of them. In this I was doing the display part of store much better for increasing sale. Location of this was the HomeTown store, Noida as we seen in the pictures:
64 Tagging of Price discounting Pricing strategy is an important element of a product marketing campaign. … choose a pricing strategy that helps you meet your sales objectives, enhances your reputation and provides the best profit point for the market demand. A discount pricing strategy is useful for driving traffic and sales. Advantages Discounts to reward volume customers, repeat customers and employees build customer loyalty. Loss leaders are effective for retailers who need to increase traffic in the store. Promotional discounts, used sparingly, offer temporary advantages including maximizing sales, revenue and profit. During a short-term discount period, more units are sold, allowing the company to decrease inventory and temporarily raise revenues. Tagging of discount rate was done in the store on products outlets on furniture as showed in pictures: Generating sales order (bill) Sales order is a confirmation document sent to the customers before delivering the goods or services. It can be created once the quote is accepted by your prospective customer (potential) and the purchase order is sent by the customer for further processing.
65 After receiving the purchase order, the customers may request sales order to know the exact date of delivery of the goods or services. Also the inventory/production department looks at the list of sales orders to see what needs to be shipped out and when. After the order is shipped and delivered to the customer an invoice is generated from the sales order for billing purpose. Sales order contains • SO number • Date • Line item (product) • Billing address • Shipping address • Contact number • Name of customer • Signature of customer • Signature of sales person This work was also done on the Hometown Store. In this picture I was making the sales order of the customers who wants to purchase some products in Furniture sections Canopy Activation
66 This work was done be my for the purpose of sales promotion of two schemes Mano Ya Na Mano Sale and Badal Dalo in different location and of different societies. Generally we targeted those societies who recently builded up. This working was done out of the stores Hometown Promotion Techniques 1. Coupons 2. Price discounting(Mano ya na Mano and Badal Dalo offers) 3. change the defect product 4. Group promotion 5. visual merchandising Process of promotional which Hometown follows
67 Various forms of publicity techniques followed at Hometown • Posters: The essential purpose of a poster is the rapid telling of a single simple message using a limited number of elements. • Bill Boards: Place a large poster at TGIP mall, Noida. • Banners: A large extension of the poster, these can be hung outside the godown. • Word of mouth: And of course, there is the time-honored word-of-mouth technique. This is perhaps the oldest, yet most effective way to get the word out. • Networking sites, Mass e-mails and Bags. Elements of promotion (HomeTown) 1. Impersonal Establish Promotional Objective Deciding The Promotional Budget Selecting Promotional Tool Implementation Reviewing The Promotional Plan
68 • Paid: - it includes advertising, sales promotion, store atmosphere and digital marketing. • Unpaid: - it includes publicity. 2. Personal • Paid: - it includes personal selling and E-mail marketing. • Unpaid: - it includes word of mouth. Objective of promotional activities • Increase sales • Stimulate impulse and reminder buying • Raise customer traffic • Get leads for sales personnel • Present and reinforce the retailer image • Inform customers about the product services and schemes also • Enhance customer relations • Have consumers pass along positive information to friends and others Impersonal Advertising sales promotion Store Atmosphere Digital Marketing Personal Personal selling E-mail marketing Publicity Word of Mouth
69 Chapter-4  Market study principle utilizes  Sales study policies utilized  Product study policies utilized  Outcome of the study  SWOT Analysis
70 Market Study principle utilized A market is defined as the sum total of all the buyers and sellers in the area or region under consideration. The area may be the earth, or countries, regions, states, or cities. The value, cost and price of items traded are as per forces of supply and demand in a market. The market may be a physical entity, or may be virtual. It may be local or global, perfect and imperfect. It can be said that a market is the process by which the prices of goods and services are established. A market is one of the many varieties of systems, institutions, procedures, social relations and infrastructures where by parties may exchange goods or services by barter, most markets rely on sellers offering their goods and services (including labor) in exchange for money from buyers. There are some principles of market study which I utilized on my summer internship program, the principles are:  Promotion and the consumer communication process  Effects of promotion tools on consumer buying behavior  Customer relationship management and marketing technology  The promotional mix: target markets, buying decision & more  Goals and objectives of promotion  Consumer awareness of promotion Promotion and consumer communication process The marketing communication process’ sole purpose is to translate the promotional message effectively to the end consumer. The communication process contains multiple components that must be planned and produced with a message that connects with the target market. Marketers must be excellent communicators. Because they have to be able to educate, persuade and convince consumers to purchase their products. The basic building block of marketing is effective communication, which is the process by which we exchange or share meanings through a common set of symbols. Effects of promotion tools on consumer buying behavior
71 As an intern, I was learnt how promotion affects the consumer buying behavior process. I discussed promotion’s far-reaching impact in addition to the way that promotion can be used to shape the consumer’s view of certain products. Advertising, public relations, sales promotion, and personal selling all are essential parts of the promotional mix of a marketing plan. The amount companies spend on promotional activities is amazing. In general, most companies need to spend an enormous amount of money on promotions to maintain their market share. The reason behind this is called promotion response function. Customer relationship management and marketing technology With customer relationship management, marketers grow relationships with existing customers through personalized service and identify the most valuable customer relationships to target more direct marketing strategies. In essence, customer relationship management ensure that all customers feel like they’re receiving quality customer service while identifying the best customers on which to concentrate marketing efforts. The overall goal of customer relationship management is to increase customer and maximize the effectiveness of marketing strategies. The promotional mix: target markets, buying decisions & more The promotional mix is one of the 4Ps of the marketing mix. It consists of public relations, advertising, sales promotion and personal selling. As an intern, I learnt how a marketing team uses the promotional mix to reach company objectives and goals.
72 These four Ps or we can say promotional tools are used to communicate to the target market and produce HomeTown store sales goals and profit. Goals and objectives of promotion The objectives of any marketing promotion are based on the goals and strategies of the company. In general, the marketing objectives of promotional efforts are aimed at attracting new customers, increasing sales, raising awareness, or expanding market penetration. • Increase Business: Marketing promotions are used primarily to attract new customers to a business. This can be done through a variety of promotional actions, such as running targeted promotional campaigns, holding special events. The objective is to reach potential new customers. • Increase sales: once people become customers of a business, another promotional marketing objective is to encourage them to increase their spending. An example of this marketing objective in practice is the use of a customer “rewards” card that tracks what the customer purchases and generates coupons for similar products. In this sense, the objective of the marketing tactic is to get customers to buy additional products, or more expensive products, than the ones that initially brought them to your business. • Brand Awareness: to keep brand name in front of consumers and reinforce its image, a small business should have a marketing objective of building brand awareness. This can be accomplished in part by being consistent in all marketing message and using inexpensive promotional products. Consumer awareness of promotion Consumer awareness refers to the understanding by a consumer of their rights in regards to a product or services being marketed or sold, enabling buyers to get the most from what they purchase. There are four categories in the concept of consumer awareness: information, choice, safety and the right to be heard. As an intern I go through market survey on sales promotion on two schemes of HomeTown Mano ya na Mano sale and Badal Dalo scheme. In which I work on those principles of market study. Targeted Market: societies of Noida and Gurgaon which was recently builded up
73 As seen in these pictures On summer internship program we work as a team My marketing team with marketing head Tarun kanojia sir (Marketing Head) Bhavesh Sharma (Marketing intern) Ankur Mishra (Marketing intern) Varun bayla (Marketing intern) Mustafa hussain bohra (as myself marketing intern)
74 Sales Study Policies Utilized As an intern in HomeTown, I studied that Sales management is mainly concerned with the management of sales function. It originally referred to the ‘direction of sales force personnel’. Today, sales management has adopted a broader view. In addition to the management of personal selling, “sales management” involves all marketing activities, including advertising, sales promotion and product merchandising which hometown does. “Sales management is the planning, directing and control of the personal selling activities of a business unit including recruiting, selecting, training, equipping, assigning, routing, supervising, paying and motivating, as these tasks apply to the personal sales-force.” By “American Marketing Association” I work on three sales policies at time of my internship program are • Customer policies • Discount policies • Sales promotional policies 1.) Customer policies Customer policies define broadly the function of an enterprise. A customer service policy is a written document that employees must follow when they deal with customers who are not satisfied with a generally include a company’s service ethics and operating procedures. Customer service is meeting the needs and desires of any customer. I was worked on some customer service policies: • Promises for delivery of products must be on time. Delays and cancellations of products should be avoided. • Politeness is almost a lost art. Saying ‘hello,’ ‘good afternoon,’ ‘sir,’ and ‘thank you very much’ are a part of good customer service. For any business, using good manners is appropriate whether the customer makes a purchase or not. • All customers should be treated professionally, which means the use of competence or skill expected of the professional. Professionalism shows the customer they’re cared for.
75 • Using the customer’s name is very effective in producing loyalty. Customers like the idea that whom they do business with knows them on a personal level. 2.) Discount policies Hometowns modify their basic price to reward customers for such acts as early payment, bulk purchases or off-season buying. For this, they allow deduction from the list price. Discount and allowances enables sellers to adjust their actual prices without changing their published prices. The various types of discounts are as follows: • Quantity discount • Cash discounts • Seasonal discount • Promotional discount • Psychological discounting Quantity discount It is a price reduction to customers who buy in large quantities. It may be cumulative or non-cumulative. A cumulative quantity discount applies to purchases made during a specific period of time. Cash discount It is a deduction in price allowed to buyers for prompt payment. It reduces bad debts and improves firm’s liquidity. Seasonal discount It is offered to encourage buyers to make purchases during off-season. It is given on fans, refrigerators etc. for buying out of season. Generally, HomeTown does this thing on festival seasons to encourage buyers to make purchase. Promotional discount It is also known as functional or trade discount. It is offered to dealers and wholesalers for performing certain function such as selling, storing, record-keeping, etc. In this as an intern of Hometown I distributed discounted coupons worth Rs 1000 to the peoples as a promotional discount.
76 Objective: increase footfall of the customers on the Hometown stores. Psychological discount This involves first putting an artificially high price on a product and then offering it at substantial low price. Thus it gives customer a feeling of money saved. As a intern my working is basically based on psychological discounting in tagging of discount rates on prospects of the products As showed in this pictures 3.) Sales promotion In this, the major objective of Hometown is to induce the existing customer to buy the company products at its established prices. Key decisions in this area are: • Selecting sales appeal that are important to the customer. • Determining the use that will be made of advertising Sales appeal • Price • Style or design Advertising • Newspaper
77 • Television and radio • Direct mail • Canopy activation My major work was in this, where I did canopy activation from different societies.
78 Product Study This policy relate to products to be offered for sale. The major questions of policies arising in connection with products arising in connection with products usually involve: • Product objectives • Product line • Product quality and services Product objectives Product policy serves as guides for making product decisions. Hometown derives from product objectives. If a product objective, for example, states that “this company desires to make and sell such products which require only a minimum of services after their purchase by consumers,” then product policies will spell out how this objective is to be attained.  Customer satisfaction  Provide Quality of product  Provide better Services of product Product identity: Nature: furniture Wood:  HDF(high density fiber) HDF is a type of engineered wood product. It is made from wood fiber extracted from chips and pulped wood waste. HDF for flooring is similar but much harder and denser than particle board or medium density fiber board for flooring.
79  MDF(medium density fiber) MDF is a high grade, composite material that performs better than solid wood in many areas. Made from recycled wood fibers and resin, MDF is machine dried and pressed to produce dense, stable sheets. MDF is more stable than solid wood and stands up better to changes in heat and humidity, therefore many furniture products in Hometown is from MDF.  Solid wood Solid wood is a term most commonly used to distinguish between ordinary lumber and engineered wood, but it also refers to structures that do not have hollow spaces. Engineered wood products are manufactured by binding together wood strands, fibers, ore veneers with adhesives to form a composite material. Two type of solid wood furniture’s are manufactured in hometown:  Sheesham wood
80  Mango wood Product services • Customers given price, services & product guarantee. • One year guarantee on workmanship of jobs undertaken from the date of job completed. • Every product or service provided backed by reliable manufacturers and service providers. • Exchange/refund option with customer in case of any manufacturing defect. • Product from all major manufacturers of several products as sanitary ware, bath fittings, fixtures, furniture, etc. displayed. Product line It states the following decisions:  Hometown following a full line policy handles only part of a line, in furniture section  All item in a product line should be reappraised at regular intervals- a.) To determine whether individual items are still in tune with market demand, and b.) To identify those that should be dropped from, or added to, the line.  Hometown should tap internal sources of new product ideas. Line of product in furniture
81 Office furniture Living furniture  Sofa  Lounger Arizona solid wood lounger
82  Dressing table Mozzart dresser with mirror  Center table
83 Bed room  Bed : a.) King size bed: 6’6” Valencia king size bed b.) Queen size bed: 6’5” Alicia high gloss queen bed
84 Dining Tables  6 seater Astra Marble top 6 seater
85  4 seater Corral 4 seater dinning set Product quality and services Buyers expect products performance to vary with the quality. Product quality is a matter of characteristics built into a product that the buyer is unable to judge until after the purchase. Hometown adopts a formal service policy; sales management should make it part of the promotional programme. An appropriate service policy facilitates the making of initial sales and helps in keeping products sold, stimulating repeat sales, and building customer goodwill. Product offers • Mano ya na mano sales • Badal dalo (exchange offer)
86 Research Methodology Research methodology is the systematic, theoretical analysis of the methods applied to a field of study. It comprises the theoretical analysis of the body of methods and principles associated with a branch of knowledge. Typically, it encompasses concepts such as theoretical model, phases and quantitative or qualitative techniques. A methodology does not set out to provide solutions-it is, therefore, not the same as a method. Instead, a methodology offers the theoretical underpinning for understanding which method, set of methods, or best practices can be applied to specific case. Scope of the Study • The present scenario of business is facing a hard challenge it is must to upload the existing customer and to serve them as our best. • From this study the preference of the customer can be analyzed and helps the organization to fulfill that service. • The study helps to know the factors that influence the customer to buy the products at their convenience. • The study helps to know the necessary services required by the customers to overcome the problem in the products and provides various insights into customer attitudes and satisfaction. • The study helps to maintain the better relationship with customer by the company. Area of study Societies of Method of research which applied • Survey research method Survey Research Surveys represent one of the most common types of quantitative, social science research. In survey research, the researcher selects a sample of respondents from a population and administers a standardized questionnaire to them. The survey, can be a written document that is completed by the person being surveyed through face-to-face interaction, or a telephone interview. Using surveys, it is possible to collect data from large or small populations (sometimes referred to as the universe of a study).Different types of surveys are actually composed of several research techniques, developed by a variety of disciplines. For instance, interview began as a tool primarily for psychologists and anthropologists, while
87 sampling got its start in the field of agricultural economics (Angus and Katona, 1953, p. 15).Survey research does not belong to any one field and it can be employed by almost any discipline. According to Angus and Katona, "It is this capacity for wide application and broad coverage which gives the survey technique its great usefulness..." Sources of Data for promotional activities There are two types of data we have collected: 1. Primary Data 2. Secondary Data. Primary Data was collected from the feedback of the customers/consumers of Home town with the face to face interaction. Secondary Data was collected from Internet. Research Objectives 1. Primary Objectives: • To understanding the buying behavior at Home town. • To understand how Home town convert ‘Customers’ in ‘Consumers’. 2. Secondary Objectives: • To understand the quality of service maintained in the store. • To determine the performance of sales persons in the store. • To find out reasons of dis-satisfaction. • To find out which means of communication plays a vital role to persuade customer. Scope and Uses 1. It will give information to prospective customer 2. It will give information about consumer satisfaction. 3. Help us gain independent knowledge about the consumer perception of the outlets identified. 4. The study can help the companies get additional research information. 5. It facilitates evaluation of brand name and customer satisfaction My Sales during Internship Period in different product s.no Sales Order/Manual/Cash &Carry Price 1 Manual 21945
88 2 124939 18690 3 124949 55440 4 124983 6695 5 Manual 106050 6 Manual 36645 7 Manual 6825 8 Manual 11445 9 Manual 20895 10 Manual 16695 11 125067 20790 12 125087 6664 13 125102 41445 14 124730 20900 15 124841 32230 16 124858 55185 17 124900 17885 18 Manual 13545 19 125120 23044 20 Manual 645492 21 Manual 81695 22 125142 22784 23 125388 41895 24 125643 191835 25 Manual 47670 26 Cash and carry 21742
89 The interpretations in the above graph is : Billing criteria Sales amount sales oder 5,55482 Manual selling 10,08,902 Cash and carry 21,742 Sales manual sales order no. cash and carry 64% 35% 1%
90 Customer Feedback during promotional activities In Home Town the project which was given to us was to ask the feedback of the customer and give the knowledge to customer about store and who visited the store we asked them how they got to know about HOME TOWN through call, SMS, newspaper or other. The time duration for project was 2 days (Saturday and Sunday) we took feedback for 2 days and whatever answer they gave we used to tick that in front of appropriate answer, then we maintained and prepared that data on Sheet that they give us , then we submitted to store manager or Team leader. This process is done through canopies we set canopies in different different area like Amrpali society, Greater Noida etc . then we give awareness to people about Store and discount offer or exchange offer. If customer say No then we convince them to visit the store and tell them about the projects and offers available. Daily we meet 50 people and whatever feedback customers gave us we use to write it in a paper and submit it to store manager or team leader.
91 S.No Name Mobile no. Society Flat No Feedback/ visit Product interest 1 customer 9560450783 Ghulshan vivanta - Not Aware about Home Town furniture 2 sanjeev 9818672661 Greater Noida Sector 137 Complaint about HOME TOWN service King size bed 3 Pankaj 9211260895 Noida Sector 147 Discount Coupon Furniture 3+2 seater sofa 4 Istiyak ali 8447737697 Amrapli - Home Town Visit Frequency ( Monthly) Not decided 5 Mukesh 7838117482 Noida - Visit occasionally Office furniture 6 R.C Mittal 9654135385 Amrapli - Home Town Visit (not decided) wardrobe
92 Limitation of study • This study is limited to Noida and Gurgaon; therefore the findings of the study cannot to extend to other areas. • The samples have been collected from the limited number of respondents. • The project was completed within 43 days. Time achieve is considered inadequate to conduct such survey. • The result of study may not be generalized to all. • Some of the respondents were non co-operative. 7 Raj Kumar 9873284039 Amrapli - Home Town Visit Frequency ( monthly) Dining/wardrobe 8 Neetu 9711786111 Amrapli - Not Aware about Home Town Kitchen module/furniture 9 Naman 754401566 Greater Noida - Heard about the hometown (visit as soon as possible) Living room,kids room, kitchen module (full interior work) 10 Animesh choudhary 9811766649 Amrapli - Home Town Visit Frequency (Few Time) Furniture,wallpa pers,kids bed & study tables
93 SWOT Analysis Strength • Wide presence in India almost all major cities and towns. • Efficient, cost conscious committed quality service. • High brand equity in evolving market. • Variety of products under single window increasing the chances of customer time and choices. • Has an employee base of over 35000. • Everyday low prices, which attract customers, and has a huge investment capacity. • It offers a family shopping experience, where entire family can visit together. • Available facilities such as online booking and delivery of goods. Weakness • Dependent heavily on India, and is susceptible to foreign players. • Unable to meet store targets. • Delivery time is too long. • After sale service not so good. • Stiff competition from global players means market share growth is limited. • Extremely popular means heavily crowded during festive/discount seasons. Opportunity • Population of country is growing where the scope of market is kept on increasing for retail sector. • Evolving consumer preference. • Organized retail is minute in India. Threats • Competition from organized retail players which are in market and are emerging. • Competition from local retailers. • Government policies are not well defined in country like in India.
94 Chapter- 5  Conclusion  Recommendation  Bibliography
95 Conclusion The past months of my internship have been very instructive for me. HOME TOWN has offered me opportunities to learn and develop myself in many areas. I gained a lot of experience, especially in the Marketing field. A lot of the tasks and activities that I have worked on during my internship are familiar with what I’m studying at the moment. I worked in many areas where I did different work. This gave me the chance to find out which areas I want work in after my education. The area that I found most interesting is marketing & communication. By developing a marketing plan, I had to do lots of research where I had to find the best way of marketing. I learned many things about viral marketing by using and learning about social media tools. During my One and a half month internship, I want to improve my English language by working along with my colleagues and communicating with the clients of the internship company. I also want to practice and improve the different skills I developed during my education such as: o Observing and researching different subjects o Preparing Marketing communication plans o Researching media and target groups o Planning and organizing activities o Developing media and strategies Before my internship started my ideas did not match the experiences have gained during my internship. There is a big difference in the college projects and the tasks and activities during the actual work. In college we learn how to describe the work in projects, where in work you learn how to implement them in reality. This internship was definitely an introduction to the actual work field for me. I have learned to work in a business organisation and apply my knowledge into practice. I learned a lot from the different interns that I have been working with during my internship. Each intern had a different educational background and that
96 made it interesting for me. By working with them I got to learn from them and become aware educational background. My mentor during my internship was Mr. Tarun who I have also learned a lot from during my internship. As a marketing teacher, he has lots knowledge in marketing . He has also lots of knowledge in the working area that I have described such as Sale, Visual Merchandising. He was very helpful and always willing to give me advice and feedback which I appreciate. I have tried to learn as much as possible from him and the interns during my internship. he had always time to answer all my questions concerning my internship. . Interning at HOME TOWN was definitely a learning experience. This internship was definitely beneficial for me and I’m grateful and thankful that I got to experience and learn many things. Recommendations Recommendations for the Internship Company HOME TOWN is a great learning company for interns. HOME TOWN is a LARGE STORE and helps interns improve and develops their skills. I would recommend HOME TOWN to keep hiring interns with different educational background, to help build and improve the company with the knowledge they gained from their studies. The part that I found most interesting during my internship is the social media. During my studies I mostly learned how to use the communication tools such as CANOPI activation for promotional activities. Even when describing the use of internet during projects, we only describe the use of an internet website. Working for HOME TOWN has changed my perceptions of the importance of internet and the online social media communication tools. The communication tools TV, radio and magazine are of course effective if you have the
97 necessary budget. But at HOME TOWN I learned you can promote good and services creatively by just using the social media tools. Research and studies have shown that young generations use social media tools such as twitter, Facebook and LinkedIn for both personal and professional use. More businesses are using social media to identify themselves by increasing awareness within the target markets. They are also using social media to connect, network and attract customers. During my communication education, I studied different communication aspects such as business communication, advertising, Promotion, written communication, information, organisation and management. And during my internship, I have seen all these aspects in the social media. • Hometown should include more of branded products its product category so as to attract the brand choosy people to come in to hometown. • Hometown should provide large parking space for its customers so that they can easily park their vehicles. • It should make different cash counters for different customers. Cash counter and credit card payment counter should be placed differently in order to reduce the rush and save the customer’s time. This will be a kind of motivator for the customers of hometown. The service of the sales person is needed to be improved. Personal care should be taken by the sales person for the customers so that the customers feel good.
98 Bibliography • www.google.com • www.wikipedia.com • www.futuregroup.in • Book of sales and salesmanship • Principles of Marketing -- Philip Kotler & Gary Armstrong, 2000. • Marketing Management -- Philip Kotler, 2000
99

More Related Content

PDF
Amrita Shrivastava BBA-3rd Year
byDezyneecole
 
PDF
Deepika Verma BBA 3rd Year
byDezyneecole
 
PDF
Bhavesh Sharma BBA 3rd Year
byDezyneecole
 
PDF
Divya Agarwal BBA 3rd Year
byDezyneecole
 
PDF
Akshay Goyal BBA- 3rd Year
byDezyneecole
 
PDF
Mohita Mudgal BBA 3rd Year
byDezyneecole
 
PDF
Kirti Khandelwal BBA 3rd Year
byDezyneecole
 
PDF
Ankur Mishra BBA 3rd Year
byDezyneecole
 
Amrita Shrivastava BBA-3rd Year
byDezyneecole
 
Deepika Verma BBA 3rd Year
byDezyneecole
 
Bhavesh Sharma BBA 3rd Year
byDezyneecole
 
Divya Agarwal BBA 3rd Year
byDezyneecole
 
Akshay Goyal BBA- 3rd Year
byDezyneecole
 
Mohita Mudgal BBA 3rd Year
byDezyneecole
 
Kirti Khandelwal BBA 3rd Year
byDezyneecole
 
Ankur Mishra BBA 3rd Year
byDezyneecole
 

What's hot

PDF
Anjita Kumawat BBA-3rd Year
byDezyneecole
 
PDF
Arpita Gupta BBA 3rd Year
byDezyneecole
 
PDF
Priyanka Chouhan BBA 3rd Year
byDezyneecole
 
PDF
Trapti Khandelwal BBA 3rd Year
byDezyneecole
 
PDF
Parle project- PDF
byDarji jayesh
 
DOCX
SMBD REPORT
byRishabh Singh
 
DOC
Anw internship-report-final
byZubaer Nup
 
PPTX
INTERNSHIP REPORT ON HR AT FUTURE RETAIL LTD - HYD
bykl university
 
DOCX
sureshself
bysuresh surti
 
DOCX
Bba project
byRavi Ramchandani
 
DOCX
SIP report executive summary
byNitesh Jaiswal (NJ)
 
DOCX
JUST FITNESS THINGS BBA PROJECT REPORT (starting pages) FYP
byHiba shaikh & Varda shaikh
 
DOC
A PROJECT REPORT ON MARKETING RESEARCH
bysanjay3017
 
PDF
MARKETING STRATEGY & CUSTOMER SATISFACTION OF BIG BAZAAR
bySoumeet Sarkar
 
DOCX
SUMMER INTERNSHIP REPORT
byHarshal Dhoke
 
PDF
DEFENSE REPORT
byMohsin Alam Akash
 
DOCX
Baskin Project Report (Brand Analysis or Promotional Scheme)
byAbhishek Keshri
 
DOCX
Consumers Buying Behaviour at Pantaloons Patna 2017 (Part I)
byMd Adeel Jawaid
 
DOC
Dipu project
bysatya prakash kumar
 
DOCX
SUDIP RAY-RESUME
bySudip Ray
 
Anjita Kumawat BBA-3rd Year
byDezyneecole
 
Arpita Gupta BBA 3rd Year
byDezyneecole
 
Priyanka Chouhan BBA 3rd Year
byDezyneecole
 
Trapti Khandelwal BBA 3rd Year
byDezyneecole
 
Parle project- PDF
byDarji jayesh
 
SMBD REPORT
byRishabh Singh
 
Anw internship-report-final
byZubaer Nup
 
INTERNSHIP REPORT ON HR AT FUTURE RETAIL LTD - HYD
bykl university
 
sureshself
bysuresh surti
 
Bba project
byRavi Ramchandani
 
SIP report executive summary
byNitesh Jaiswal (NJ)
 
JUST FITNESS THINGS BBA PROJECT REPORT (starting pages) FYP
byHiba shaikh & Varda shaikh
 
A PROJECT REPORT ON MARKETING RESEARCH
bysanjay3017
 
MARKETING STRATEGY & CUSTOMER SATISFACTION OF BIG BAZAAR
bySoumeet Sarkar
 
SUMMER INTERNSHIP REPORT
byHarshal Dhoke
 
DEFENSE REPORT
byMohsin Alam Akash
 
Baskin Project Report (Brand Analysis or Promotional Scheme)
byAbhishek Keshri
 
Consumers Buying Behaviour at Pantaloons Patna 2017 (Part I)
byMd Adeel Jawaid
 
Dipu project
bysatya prakash kumar
 
SUDIP RAY-RESUME
bySudip Ray
 

Viewers also liked

PDF
Varun Bayla BBA 3rd Year
byDezyneecole
 
PDF
Harsha Moolani BBA 3rd Year
byDezyneecole
 
PDF
Summer internship project report
byManish Singh
 
DOCX
hr project
bybignu000
 
DOCX
Summer internship project hr mba mms
bySria
 
DOC
Bba project
byMitesh Ghiya
 
PDF
Summer internship report L&T
byUmed Paliwal
 
PDF
Project_Report_for_J_K_Bank_MetLife
byRafie Malik
 
PPTX
Rahul22 10-2013
by14inkurose
 
PDF
2013 Specialized bikes catalogue
byDonald Dumas
 
PDF
FINAL PROJECT
byEbenesh Rabiraj, EIT
 
DOC
Jebasingh project report
bySathish Kumar
 
PDF
Business Studies Class 12th Marketing management Project- Fruit Juice
byAashpreet Giddey
 
PDF
Brm 01 2015
byWhony Rofianto
 
PPTX
Business Research Method ( Articular project)
byUmair Ahmed
 
PPTX
PRODUCT LIFE CYCLE
byVaibhav Sinha
 
PPTX
MAJOR PROJECT ON MR VEHICLE
byDipyaman Sengupta
 
PDF
Developing business promotional strategies and
byVIKAS KUMAR
 
PPTX
MICROENVIRONMENT FACTORS
byVaibhav Sinha
 
PPTX
Project report titles for mba in international marketing
bymbaprojectconsultacy2014
 
Varun Bayla BBA 3rd Year
byDezyneecole
 
Harsha Moolani BBA 3rd Year
byDezyneecole
 
Summer internship project report
byManish Singh
 
hr project
bybignu000
 
Summer internship project hr mba mms
bySria
 
Bba project
byMitesh Ghiya
 
Summer internship report L&T
byUmed Paliwal
 
Project_Report_for_J_K_Bank_MetLife
byRafie Malik
 
Rahul22 10-2013
by14inkurose
 
2013 Specialized bikes catalogue
byDonald Dumas
 
FINAL PROJECT
byEbenesh Rabiraj, EIT
 
Jebasingh project report
bySathish Kumar
 
Business Studies Class 12th Marketing management Project- Fruit Juice
byAashpreet Giddey
 
Brm 01 2015
byWhony Rofianto
 
Business Research Method ( Articular project)
byUmair Ahmed
 
PRODUCT LIFE CYCLE
byVaibhav Sinha
 
MAJOR PROJECT ON MR VEHICLE
byDipyaman Sengupta
 
Developing business promotional strategies and
byVIKAS KUMAR
 
MICROENVIRONMENT FACTORS
byVaibhav Sinha
 
Project report titles for mba in international marketing
bymbaprojectconsultacy2014
 

Similar to Mustafa Hussain Bohra BBA 3rd Year

DOCX
Internship Report (GLOBUZZ)
bysmakhzankar1994
 
PDF
Internship Final Report - Approved
byShaikh Himayet Hossain
 
PDF
Summer Internship Project Report on the STUDY OF THE DYNAMICS OF CONSUMER BEH...
byAmartya .
 
DOCX
Food bazar project2
byKrishnendu Chowdhury
 
DOCX
interns report big bazzar
byvishal mohit
 
DOCX
Portfolio
byScottWhitehead14
 
DOCX
FINAL SIP SHEKHAR (MOTIVATIO)
bySHEKHAR KUSHWAHA
 
PDF
Mostafa C.V
bymostafa mahmoud
 
PPTX
ngh ppt .PPTX
byjhonnymontes4
 
PDF
Customer preference for volkswagen cars
bySwamit Gupta
 
PDF
Asad Yaqoob CV Main
byAsad Yaqoob
 
DOC
Official Resume
byritwiklahiri
 
DOC
Official Resume
byritwiklahiri
 
DOC
Cv 1 Arran Last
byarranlast
 
DOC
Cv 1 Arran Last
byarranlast
 
DOCX
Competition Track project ( Max Retail )
byAkash Jaiswal
 
DOCX
MARKETING DYNAMIC IN RETAIL (Summer training report)
byRanvijay Singh Yadav
 
DOCX
organised retail atl, btl activities of marketing communication in future gro...
bySomenath Ghosh 🇮🇳
 
DOCX
VIDYA_SAGAR_LAVIDI - Copy
byvidya sagar
 
PDF
Final report piyush
byhiren09
 
Internship Report (GLOBUZZ)
bysmakhzankar1994
 
Internship Final Report - Approved
byShaikh Himayet Hossain
 
Summer Internship Project Report on the STUDY OF THE DYNAMICS OF CONSUMER BEH...
byAmartya .
 
Food bazar project2
byKrishnendu Chowdhury
 
interns report big bazzar
byvishal mohit
 
Portfolio
byScottWhitehead14
 
FINAL SIP SHEKHAR (MOTIVATIO)
bySHEKHAR KUSHWAHA
 
Mostafa C.V
bymostafa mahmoud
 
ngh ppt .PPTX
byjhonnymontes4
 
Customer preference for volkswagen cars
bySwamit Gupta
 
Asad Yaqoob CV Main
byAsad Yaqoob
 
Official Resume
byritwiklahiri
 
Official Resume
byritwiklahiri
 
Cv 1 Arran Last
byarranlast
 
Cv 1 Arran Last
byarranlast
 
Competition Track project ( Max Retail )
byAkash Jaiswal
 
MARKETING DYNAMIC IN RETAIL (Summer training report)
byRanvijay Singh Yadav
 
organised retail atl, btl activities of marketing communication in future gro...
bySomenath Ghosh 🇮🇳
 
VIDYA_SAGAR_LAVIDI - Copy
byvidya sagar
 
Final report piyush
byhiren09
 

More from Dezyneecole

PDF
Vinita Vaishnav , BCA Third Year
byDezyneecole
 
PDF
Vinita Vaishnav , BCA Third Year
byDezyneecole
 
PDF
Reema Agarwal , BCA Third Year
byDezyneecole
 
PDF
Ravi Prakash Yadav , BCA Third Year
byDezyneecole
 
PDF
Ravi Prakash Yadav , BCA Third Year
byDezyneecole
 
PDF
Ravi Prakash Yadav , BCA Third Year
byDezyneecole
 
PDF
Ravi Prakash Yadav , BCA Third Year
byDezyneecole
 
PDF
Ravi Prakash Yadav , BCA Third Year
byDezyneecole
 
PDF
Kajal Gaharwal , BCA Third Year
byDezyneecole
 
PDF
Kajal Gaharwal , BCA Third Year
byDezyneecole
 
PDF
Kajal Gaharwal , BCA Third Year
byDezyneecole
 
PDF
Kajal Gaharwal , BCA Third Year
byDezyneecole
 
PDF
Kajal Gaharwal , BCA Third Year
byDezyneecole
 
PDF
Shikh Mohammad Usman Haidar , BCA Third Year
byDezyneecole
 
PDF
Shikh Mohammad Usman Haidar , BCA Third Year
byDezyneecole
 
PDF
Shikh Mohammad Usman Haidar , BCA Third Year
byDezyneecole
 
PDF
Shikh Mohammad Usman Haidar , BCA Third Year
byDezyneecole
 
PDF
Shikh Mohammad Usman Haidar , BCA Third Year
byDezyneecole
 
PDF
Pooja Sharma , BCA Third Year
byDezyneecole
 
PDF
Pooja Sharma , BCA Third Year
byDezyneecole
 
Vinita Vaishnav , BCA Third Year
byDezyneecole
 
Vinita Vaishnav , BCA Third Year
byDezyneecole
 
Reema Agarwal , BCA Third Year
byDezyneecole
 
Ravi Prakash Yadav , BCA Third Year
byDezyneecole
 
Ravi Prakash Yadav , BCA Third Year
byDezyneecole
 
Ravi Prakash Yadav , BCA Third Year
byDezyneecole
 
Ravi Prakash Yadav , BCA Third Year
byDezyneecole
 
Ravi Prakash Yadav , BCA Third Year
byDezyneecole
 
Kajal Gaharwal , BCA Third Year
byDezyneecole
 
Kajal Gaharwal , BCA Third Year
byDezyneecole
 
Kajal Gaharwal , BCA Third Year
byDezyneecole
 
Kajal Gaharwal , BCA Third Year
byDezyneecole
 
Kajal Gaharwal , BCA Third Year
byDezyneecole
 
Shikh Mohammad Usman Haidar , BCA Third Year
byDezyneecole
 
Shikh Mohammad Usman Haidar , BCA Third Year
byDezyneecole
 
Shikh Mohammad Usman Haidar , BCA Third Year
byDezyneecole
 
Shikh Mohammad Usman Haidar , BCA Third Year
byDezyneecole
 
Shikh Mohammad Usman Haidar , BCA Third Year
byDezyneecole
 
Pooja Sharma , BCA Third Year
byDezyneecole
 
Pooja Sharma , BCA Third Year
byDezyneecole
 

Recently uploaded

PDF
LA Building Inspections & Compliance offers
byoliversmith20262019
 
PDF
Bohdan Haidabrus: Lessons Learned from Scaling Agile: A Case Study of SAFe Im...
byLviv Startup Club
 
PDF
AnyDesk, The Leading Remote Desktop Software | AnyDesk, o software líder em a...
byTechMeetups
 
DOCX
Buy Aged Verified PayPal Accounts with 2+ Years History and Clean Record.docx
bysebastianparsonst8
 
PDF
Iryna Rudenko: Follow the Money: How Investment Trends Define IT Niches (UA)
byLviv Startup Club
 
PDF
Certification Training Course On New Skills Across Globe
bySprintzeal
 
PDF
What Is the Fastest Way to Buy Facebook Accounts.pdf
byFacebook Accounts
 
PDF
Top Five Trends Shaping RCM in 2026 - Revenue Cycle Resources-HUB
byRevenue Cycle Resources-HUB
 
PDF
Step-by-Step 17 Guide to Purchasing Verified PayPal Account.pdf
byhttps://www.usaallhub.com/product/buy-verified-paypal-accounts/
 
DOCX
How to Buy Verified Bybit Accounts in 2026 not risk .docx
bymarketing
 
DOCX
Buy Old Gmail Accounts_ Top Benefits and Legal Considerations.docx
bypvasmmpath
 
PDF
rf_mccaffrey_stocksforthelongrun_revisited_online.v2 (1).pdf
byHenry Tapper
 
PDF
Ultra Map Section II Multifaceted Second Edition.pdf
byBrij Consulting, LLC
 
PDF
Guide to Safely Buying Gmail Accounts for Safely-Aged.pdf
bysmartusapva.com
 
PPTX
Levels of Management: Top, Middle and Lower Management Explained
bychrispshajugig
 
PDF
Kirill Klip GEM Royalty TNR Gold Presentation
byKirill Klip
 
PDF
Serhii Herasymov: Expert sales in outsource companies: your technical special...
byLviv Startup Club
 
PDF
Prasenjit Bhaumik Plano - Proficient In JavaScript, Python, And Database Mana...
byPrasenjit Bhaumik Plano
 
PDF
𝐖𝐚𝐠 𝐂𝐥𝐨𝐧𝐞 𝐏𝐞𝐭 𝐂𝐚𝐫𝐞 𝐀𝐩𝐩 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭
byV3CUBE TECHNOLABS
 
PPTX
5, Money Number Tax and Wages 19072017.pptx
byAdrian Hawkes
 
LA Building Inspections & Compliance offers
byoliversmith20262019
 
Bohdan Haidabrus: Lessons Learned from Scaling Agile: A Case Study of SAFe Im...
byLviv Startup Club
 
AnyDesk, The Leading Remote Desktop Software | AnyDesk, o software líder em a...
byTechMeetups
 
Buy Aged Verified PayPal Accounts with 2+ Years History and Clean Record.docx
bysebastianparsonst8
 
Iryna Rudenko: Follow the Money: How Investment Trends Define IT Niches (UA)
byLviv Startup Club
 
Certification Training Course On New Skills Across Globe
bySprintzeal
 
What Is the Fastest Way to Buy Facebook Accounts.pdf
byFacebook Accounts
 
Top Five Trends Shaping RCM in 2026 - Revenue Cycle Resources-HUB
byRevenue Cycle Resources-HUB
 
Step-by-Step 17 Guide to Purchasing Verified PayPal Account.pdf
byhttps://www.usaallhub.com/product/buy-verified-paypal-accounts/
 
How to Buy Verified Bybit Accounts in 2026 not risk .docx
bymarketing
 
Buy Old Gmail Accounts_ Top Benefits and Legal Considerations.docx
bypvasmmpath
 
rf_mccaffrey_stocksforthelongrun_revisited_online.v2 (1).pdf
byHenry Tapper
 
Ultra Map Section II Multifaceted Second Edition.pdf
byBrij Consulting, LLC
 
Guide to Safely Buying Gmail Accounts for Safely-Aged.pdf
bysmartusapva.com
 
Levels of Management: Top, Middle and Lower Management Explained
bychrispshajugig
 
Kirill Klip GEM Royalty TNR Gold Presentation
byKirill Klip
 
Serhii Herasymov: Expert sales in outsource companies: your technical special...
byLviv Startup Club
 
Prasenjit Bhaumik Plano - Proficient In JavaScript, Python, And Database Mana...
byPrasenjit Bhaumik Plano
 
𝐖𝐚𝐠 𝐂𝐥𝐨𝐧𝐞 𝐏𝐞𝐭 𝐂𝐚𝐫𝐞 𝐀𝐩𝐩 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭
byV3CUBE TECHNOLABS
 
5, Money Number Tax and Wages 19072017.pptx
byAdrian Hawkes
 

Mustafa Hussain Bohra BBA 3rd Year

  • 1.
    1 A Project Report On PromotionalActivities in Marketing Submitted to DEZYNE E’ COLE COLLEGE By Mustafa Hussain Bohra Towards the partial fulfillment of 3rd year In Bachelors of Business Administration Dezyne E’ Cole college, Ajmer 106/10 Civil lines, Ajmer- 305001
  • 2.
    2 MUSTAFA HUSSAIN BOHRA BACHELOR’SOF BUSINESS ADMINISTRATION DEZYNE E’COLE COLLEGE AJMER MANAGEMENT PORTFOLIO
  • 3.
    3 Grade sheet DEZYNE E’COLE COLLEGE 106/10 CIVIL LINES AJMER- 305001 (RAJ) TEL: - 0145- 2624679 This project report of Mr. MUSTAFA HUSSAIN BOHRA of Bachelors of Business Administration of 2nd year program of BBA has been graded as______________________ Thanking you Principal (Seal & signature)
  • 4.
  • 5.
    5 Acknowledgement I would liketo express my gratitude towards FUTURE RETAIL LTD. COMPANY for giving me an opportunity to work as a summer intern for the duration of one and half month as a part of training of our course. I express my gratitude to all those who initiated and help me in the successful computation of this project. I express sincere gratitude to Mr. TARUN KANOJIA (Marketing head, Noida) and our faculty guide Mrs. NEHA BAGGA for supporting us during the project work. I also take this opportunity to express my indebtedness to Mrs. VINITA MATHUR, Principal “DEZYNE E’ COLE COLLEGE, AJMER” for her cooperation and affectionate encouragement. I also thank to my all faculty members for their suggestion and advices. Also I am thankful to my parents and family members who are my constant source of inspiration in every field of life and due to them I am whatever I am today. Thanking you With regard Mustafa Hussain Bohra
  • 6.
    6 Synopsis This project wasundertaken as my summer internship at FUTURE RETAIL LTD. COMPANY, Hometown Noida in marketing department. During the internship period in 45 days (26 Jan 2016 – 12 mar 2016) I worked on the top that “how to promote products in retail sector”. This project is actually focusing on the case study which is provided to me at Future retail of Hometown in Furniture Section which mainly comprised for contemporary style. We were supposed to device a methodology for coming up with better ideas like visual merchandising for better display of products, tagging of discounts on product to increasing footfall of customer on stores, billing of sales orders of furniture and canopy activation in different societies for promoting schemes of products and these things I had done on my training program for thinking innovative promotional techniques for promoting a brand which is already extent in the market. The statistical techniques adopted for solving this case study. In this subsequent page you will go through the case study handling and arriving at a proper solution beneficial for the company. I prepared questionnaire to do this study and after a continuous study of the market. I reached at a continuous study of the market. I reached at a conclusion that Marketing of product is important through promotional activities, visual merchandising to increase company sale. This project is a study procedure of all activities; I undertook to deal with the “Marketing in retail furniture”. And I think that I attend this program of internship as per the knowledge.
  • 7.
    7 Profile: - Mustafahussain Bohra Experience:- D.O.B:- 5th July 1996 Nationality: - Indian Contact information:- 106/10, civil lines Ajmer, RAJ. 305001 Education: Tel: 0145-262467 Email:-dezyneecole@gmail.com Skills: - computer knowledge in MS office, good command in basic of language: - English and Hindi Accounting concepts, Business Law Specialization: - Accounting (Corporate accounts, auditing, taxation) Interest:-Teaching, Playing cricket and listening music Also seeing historical serials. MUSTAFA HUSSAIN BOHRA Bachelors of Business Administration www.dezyneecole.com contact. No.:-9829024839 45 days (26th Jan – 10th Mar 2016) summer internship to learn Marketing Skills at Future Retail – Hometown, TGIP Mall S-18 Noida (UP). Under the guidance of Mr. Tarun Knojiya. Completed 10th and 10+2 from all saints school Ajmer. Graduate in BBA from DEZYNE E’ COLE College Ajmer
  • 8.
    8 Content Chapter :- 1• Introduction of project • Introduction about company Chapter:- 2 Project study on promotional activities Chapter:- 3 Project analysis • Promotional schemes • Visual merchandising • Tagging of discount rates • Canopy activation Chapter :- 4 • Market study • Sales study • Product study • Research methodology Chapter :- 5 • Conclusion • Recommendation • Bibliography
  • 9.
    9 Introduction of Management Asper the studying criteria of three years of bachelors degree of management field every student has to undergo a practical training of45 days. According to the interest of the student the training is a vocational training in the organization to learn more about the working scenario of an organization and a project by the person whom one is posted during the training period. I had undergone a practical from Future Group, Hometown. In the present scenario the practical training is an essential part of management stream. It helps an individual to visualize the management practices in the theoretical aspects in which we have learnt principles of management, business communication, Business Research, basic of computer management, sales and salesmanship, business mathematics and summer internship viva-voice etc. After the completion of training period every student have to make a training report to showcase my work, which I had done in an organization in my training period. The project report contain the chapters likewise, Company profile, promotional activities, selling on the store, visual merchandising, and tagging discount rates on product layout etc. This project work is based on the above subjects whom we learn in our three year degree program.
  • 10.
    10 A project reportis divided into two major parts the first is Primary parts which gives a brief study about Company profile, Product Classification etc. The second part is Secondary Part which gives a brief study about Research Tools, Market Study, Objectives of Study, and Introduction of management etc. These are the aspects which I have discussed in my internship project work at Future Group, Hometown in Noida for 45 days. This is the annual report which presents the aspects of the practical training taken by me. The criteria on which I had undertaken my training and present my project work is “Promotional activities” for understanding the efficient and better functioning of the organizations and for taking an practical knowledge about the effective working of the organization to enhance and boost up my skill set.
  • 11.
    11 Chapter- 1  Introductionabout the project  Introduction about company
  • 12.
    12 Introduction about Project Myproject is basically based on the promotional activities in which I did selling on the stores, doing visual merchandising, tagging discounts on the product outlets and also did canopy activations in different societies of Noida and Gurgaon.
  • 13.
  • 14.
    14 During these thingsmy objective is to do the sales promotion to increase the sales of Future Retail Hometown. The purpose of this briefing paper is to introduce key summer internship project terms and concepts to provide a common language for discussion, including • Why it is made? • What field? • Where internship was done? • How many days it was continued? Why it is made? This is made to learn on the job by way of association with a business organization. This training should help us to develop a perspective of wholesome management of business activities. This would enable us to appreciate the importance of different business activities and see how different business activities are interrelated. So that I will have to submit a summer training report on the organization, that I was undergo the training and make a presentation before a panel faculty members. In what field? Basically I was done my summer internship in marketing field, in this my working in first 25 days was to sale the products on the store and rest of the days I was done the promotional activities through canopy activation in different places. Where internship was done? My internship was done in future retail ltd. Company, HOMETOWN, TGIP Mall S-18, Noida 201301 (UP) in furniture section. Basically future retail ltd. Co. is one of the operating companies of future groups. And hometown is the brand of future retail. How many days internship was continued? Summer training period: - 45 days (26th January – 10th march 2016) in The Great India Place Mall Hometown Noida UP. why how where what
  • 15.
    15 Introduction about company Future groupis an Indian private conglomerate, headquartered in Mumbai and it is founded by Kishore Biyani (MD & CEO). Future group’s businesses focus on developing operating modern retail, brands and distribution network for the consumption sector in India. Built over more than two decades, the group’s flagship companies focuses on three distinct businesses – • Hypermarkets business operated by Future Retail Limited. • An integrated lifestyle fashion business operated by Future Lifestyle Fashion Limited and • An FMCG and food distribution business operated by the Future consumer Enterprise Limited. Retail is the core business activity of future group, but group’s subsidiaries are present in consumer, insurances, brand development, real estate development, retail media and logistics. It is a corporate group and nearly all of its businesses are managed through its various operating companies based on the target sectors. Net income is 960.18 crore rupees (US$150million) as of march 2013. Group vision Future group shall deliver everything, everywhere, every time for every Indian consumer in the most profitable manner.
  • 16.
    16 Group mission The groupshares the vision and belief that their customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development. The group will be the trendsetters in evolving delivery formats, creating retail realty, making consumption affordable for all customer segments – for classes and for classes and for masses. The group shall infuse Indian brands with confidence and renewed ambition. The group shall be efficient, cost – conscious and committed to quality in whatever been done. The group shall ensure that positive attitude, sincerity, humanity and united determination shall be the driving force to be successful. Major milestones 1987 Company incorporated as Manz Wear Private Limited, Launch of Pantaloons trouser, India’s first formal trouser brand. 1991 Launch of BARE, the Indian jeans brand. 1992 Initial public offer (IPO) was made in the month of May. 1994 The Pantaloons Shoppe – exclusive menswear store in franchise format launched across the nation. The company starts the distribution of branded garments through multi – brand retail outlets across the nation. 1995 John Miller – formal shirt brand launched. 1997 Pantaloons – India’s family store launched in Kolkata. 2001 Big Bazaar, ‘Is se sasta aur accha kahi nah In’ – India’s first hypermarket chain launched. 2002 Food Bazaar, the supermarket chain is launched. 2004 Central – ‘Shop, Eat, Celebrate In The Heart Of Our City’ – India’s first seamless mall is launched in Bangalore. 2005 Fashion Station – the popular fashion chain is launched. 2006 Future capital holding, the company’s financial arm launches real estate funds Kshitij and Horizon and private equity fund in division. Plans forays into insurance and consumer credit. Multiple retail including collection I, Furniture Bazaar, Shoe factory, E-Zone, Depot and futurebazaar.com are launched across the nation. Group enters into joint venture agreements with ETAM group and Generali.
  • 17.
    17 Future Group’s operatingcompanies sorted by targeted market:- Retail • Future Retail Ltd. • Future Lifestyle Fashion Ltd. • Future Consumer Enterprise Ltd. Financial Services • Future Capital Holdings (for internal financial services) • Future Generali • Future Ventures Other Services • Future Innoversity • Future Supply Chains • Future Brands • Future Learning Future Group retail services sorted by operating companies:-
  • 18.
    18 Future Retail Ltd •Big Bazar • Food Bazar • Fashion @ Big Bazar • Hometown • E Zone • Food hall • FutureBazar.com (e-retailing) Future Lifestyle Fashion Ltd • Central • Brand Factory • Planet Sports Future Consumer Enterprise Ltd • KB’s Fair Price • Aadhaar • Big Apple
  • 19.
    19 Products brands underFuture Group in India:- Fashion and Lifestyle • Indigo Nation • Sculler • John Millers • All • Rig • Urban Yoga • Nothing Fits like Jealous 21 • Bare • Urbana • Holii • Converse • Spalding • Manchester United • UMM
  • 20.
    20 Five Organizational Structures •simple Structure • Machine Bureaucracy • Professional Bureaucracy • Divisionalized Form Simple Structure • Strategic Apex, direct supervision, vertical and horizontal centralization • Simple and dynamic, sometimes hostile • Entrepreneurial firm generally follow simple structure. Machine Bureaucracy • Techno structure, standardization of work process, limited horizontal decentralization • Simple and stable • Mass-production firms, service firms with simple, repetitive works. Professional Bureaucracy • Operating core, standardization of skills, vertical and horizontal decentralization • Complex and stable. • School systems, social-work agencies, accounting firms. Divisionalized Form • Middle line, limited vertical decentralization, standardization of outputs • Relatively simple and stable; market diversity • Large corporations, government. After analyzing the structure of FUTURE GROUP, we can say that it has a DIVISIONAL STRUCTURE. In future group, there are several divisions like retail, financial services,
  • 21.
    21 entertainment, real estateand media and within these divisions; there is also sub-division like in Future Retail Ltd, Future Lifestyle Fashion Ltd and Future Consumer Enterprise Ltd. And each major division is headed by a president or vice president. And the power lies in middle management. For e.g. retail division’s president or vice president has fully authority to take decision for retail division and they are also responsible for performance. Future group can be represented as a set of “little companies”. And each division can be organized into functional groups, with high division of labour, high formalization and centralized authority in the division managers. Organization size Organization size generally measured in terms of number of employs. There is no clear cut criteria dividing organization between big and small criteria but there is a common consensus that the organization which has more than 2000 employee is considered as big organization. • Size is directly promotional to complexity. • Size is directly promotional to formalization. • Size in inversely promotional of centralization. Number of employees in future group is approx. 35000 it means that it is a giant organization. So its organizational structure is highly formalized, highly decentralized. Higher complexity:- As a company is expanding its product variety or moving into new markets, managers are likely to add organizational complexity. For example, they may try both to maximize scale and to stay close to the customer. Pursing both these objectives often lead to complex matrix structures, duplicated costs at different levels, and a lack of clear accountabilities. Each decision to add an organizational layer may make sense, but few companies in good times assess the overall impact of these decisions on organizational complexity.
  • 22.
    22 Higher formalized:- tocater to such a high complex structure , it is very important that the organization should be highly formalized . as company is growing larger , a certain amount of formulization is inevitable. Employees requires some direction in their job responsibilities and in the procedures required, however , managers should be aware of the costs of excessive formalization, which may include stifling employee creativity and innovation as well as slowing the organization’s responsiveness to critical issues and problems. Decentralization: - these rules and regulation allow top management to delegate decision making while at the same time ensure that the decision are made in accordance with desire of top management. But research is mixed is demonstrating that size leads to decentralization . so futures group is larger size organization having highly formalized and highly complex but decentralized Task variability f F formalization Craft (training and meetings) Non routine (group) Routine (planning and rigid rules) Engineering (reports meeting) C E N T R A L I Z A T I O N P R O B L E M A N A Z I A B I L I T Y
  • 23.
    23 Organization Environment Every outsideorganizational boundary is environment. Environment has two types. 1. General: - the environment factor that may have an impact on the organization but their relevance is not overtly clear. 2. Specific: - the environment factor that is directly relevant to the organization in achieving its goals. Ex: customers, suppliers, government, competitors. Environment and structure • Environment uncertainty is directly proportional to complexity. • The organization working in stable environment has highly formalized similarly the organization working in dynamic environment is low formalized • The organization working in simple environment is highly centralized and the organization working in complex environment is low centralized that is decentralized. If we evaluate future group in the context of environment then we can say that future has mainly in retail business and in retail sector lot of environment uncertainty such as market demand and supply of goods, consumer taste and preferences all are changing very frequently so we can say that future group has complex organization structure . Also future group is working in stable and complex environment because the component of specific environment such as customers, suppliers, competitors are almost stable but complex. Future group is MECHANISTIC STRUTURE STRUCTURE CONFIGURATION COMPLEXITY Complexity refers the degree of differentiation that exists within an organization. Its types Horizontal differentiation: - Its consider the degree of horizontal separation between units. Specialization (division of lobour) and depart mentation is the best example of horizontal differentiation.
  • 24.
    24 Vertical differentiation: -vertical differentiation refers to the depth in the organization structure. its depends upon span of controls. Members at each level 1 1 8 4 64 16 512 64 4096 256 1024 4096 Spatial differentiation: - This differentiation arises due to working in different locations. A futures group is generally working in India but retail sector is very diverse sector it depends upon culture, demography and income level of people so state there to working in different locations. futures groups is generally working in India but retail sector is very diverse sector it depends upon culture , demography and income level of people so state there is differentiations arises in retails business Organizationallevels Span of 4 Operatives = 4096 Managers (levels 1-6) =1365 Span of 8 Operatives = 4096 Managers (levels 1-6) =585
  • 25.
    25 Formalization Formalization refers tothe degree to which jobs within three organizations are standardized. Future group is formalized organization here every employ follow the decision and working direction of their superior and it is also theoretically right because where there is more complexity there is greater need of formalization. Centralization Centralization refers to the degree to which decision making is concentrated at a single point the organization. Future group has decentralized culture for this purpose they create three separate division of group. Future retail ltd Future lifestyle fashion ltd. Future consumer enterprise limited Conclusion After viewing future group in the context we can say that future group is highly complex highly formalized, decentralized organization that is working simple and stable environment and follow DIVISIONAL STRUCTURE. IMPORTANT NOTICE: - From the various brands of the future retail ltd company we have mainly focus on home town in retailing the marketing concept
  • 26.
    26 Before starting aboutfuture retail let’s take a short brief Indian Retail. Indian Retail Retail is booming sector in India’s largest industries, has presently emerged as one of the most dynamic and fast paced industries with several players entering the market. Retail accounts for over 10 per cent of the country’s GDP and around 8 per cent of the employment in India. As the contemporary retail sector in India is reflected in sprawling shopping centers, multiplex – mails and huge complexes offer shopping, entertainment and food all under one roof the concept of shopping has altered in terms of format and consumer buying behavior, ushering in a revolution in shopping in India. This has also contributed to large scale investments in the real estate sector with major national and global players investing in developing the infrastructure and construction of the retailing business. The trends that are driving the growth of the retail sector in India are • Low share of organized retailing. • Failing retail estate prices. • Increase in disposable income and customer aspiration. • Increase expenditure for luxury items. Another credible factor in the prospects of the retail sector in India is the increase in the young working population. In India, high pay – packets, nuclear families in urban areas, along with increasing working – women population and emerging opportunities in the services sector. These key factors have been the growth drivers of the organized retail sector in India.
  • 27.
    27 The retailing configurationin India is fast developing as shopping malls are increasingly becoming familiar in large cities. When it comes to development of retail space specially the malls, the Tier II cities are no longer behind in the race. India is being seen as a potential goldmine for retail investors from over the world and India has the top destination for retailers for an attractive emerging retail market. India’s vast middle class and its almost untapped retail industry are key attraction for global retail giants wanting to enter newer markets. Even though India has well over 5 million retail outlets, the country sorely lacks anything that can resemble a retailing industry in the modern sense of the term. This presents international retailing specialists with a great opportunity. The organized retail sector is expected to grow stronger than GDP growth in the next five years driven by changing lifestyles, burg coning income and favorable demographic outline= Future Retail Limited Company Future retail is the operating company of future group, India’s retail pioneer catering to the entire Indian consumption space. Through multiple retail formats, we connect a diverse and passionate community of Indian buyers, seller and businesses. As modern retail drives fresh demand and consumption in new categories, our strategy is based on a deep understanding of Indian consumers the products they want, and making these products available in every city in every store format. We are in line with our broad objective of being a catalyst in India’s consumption led – growth and being a positive agent of change in the communities we serve. The collective impact on business is staggering over 330 million customers walk into our stores each year and choose products and services supplied by over 30000 small, medium and large entrepreneurs and manufactures from across India. The number is set to grow.
  • 28.
    28 Future retail andfuture lifestyle fashions, two operating companies of future group are among the top retail companies listed in BSE with respect to assets and in NSE with respect to market capitalization. They operate multiple retail formats in both the hypermarket, supermarket and home segments of the Indian consumer make including:- The home solution segments include Hometown and E-zone. Hometown is a unique one- stop destination for complete home-making solution. E-zone is an experienced-led lifestyle
  • 29.
    29 format that bringstogether the best in national and international consumer electronic and durables brands in a family-centric environment. Note: - In future retail ltd. Company my focus was on “Hometown” where I did my summer internship
  • 30.
    30 Hometown offers customersa unique, personalized shopping experience, and has grown to be India’s biggest store in homemaking renovation and decor. We promise to make homemaking an enjoyable and hassle-free experience with our wide array of product and services. Our offering includes a slew of living room furniture, dining, bedroom furniture and furniture essential. Mattresses, modular kitchens, home furnishing, decor, households and bath luxury. From classy sofas, tasteful decor items, elegant beds, dinning sets to kitchen essentials and artifacts; it houses everything to build and beautiful homes. It was first opened in and
  • 31.
    31 currently operates 35stores in 17 cities and has also developed partnerships with online retailers. Home town is the largest home making retail concept in India which is a part of future group (the largest retailer in the country). Home town concept is a complete home retailing format of an average size of 1 lac sqft + stores , encompassing categories like furniture, home improving, modular kitchen , electronics, home furnishing, home décor and house wares with turnover of more than 500 cores.
  • 32.
    32 The home solutionsegment includes home town and e-zone. Home town is a unique one stop destination for complete home making solution. Promise to make home making an enjoy able and hassle free experience with our wide array of product and services , our offering include a slew of living room furniture dining, bedroom furniture and furniture essential, mattresses, modular experience and has grown to be India’s biggest store in home making ,renovation and décor. From class sofas , tasteful décor item, elegant beds , dining sets to kitchens essentials and artifacts, it houses everything he build and beautifully hones it was first opened in and currently operates 35 stores in 17 cities and has also developed with online retailers Future group is considering spinning off furniture retail unit home town to merge it with online retailer fab furnish and create a separate listed entity with a target revenue of 1000 crore by end of the next financial year. Home town will be the biggest vendor on fab furnish which future group bought last month for about 20 crore from German incubator rocket internet “while it still not a board decision. We could still look. Future retail has two categories:- 1. Hypermarket & supermarket 2. Home solution :-  home town Future Group launches the most comprehensive home-making store- Hometown, in Kolkata Everything a home needs - now under one roof! With over 175 fully designed and furnished rooms on display, spread over 200,000 sq. feet, with a unique design and build offering, makes this the most comprehensive home-making store ever. Kolkata, June 19, 2009: Ho me Solutions Retail (India) Ltd., a part of the Future Group, today, announced the launch of ‘Hometown’, India’s most comprehensive home-making store, at New Town, 5 minutes from Salt lake Sector-V. Spread over an area of about 2,00,000 sq., Hometown offers consumers the maximum choice and variety of home products under one roof as well as a specialized team of experts to install them all, at their
  • 33.
    33 homes. In additionto retailing home improvement products, Hometown will also provide home making and home improvement services like: Services of Hometown  Hometown offers consumer largest choice and variety under one roof and a specialized team of experts to set it all up for them at their homes.  In addition to retailing home improvement products, hometown will also provide services like electrical, plumbing, interior decoration, painting etc.  Hometown will also have counters by future money, where consumers can avail of fast & easy finance on their purchases at hometown.  Product from all major manufactures of several products as sanitary ware, bath fittings, fixtures, furniture’s etc. displayed.  Customers given price, services & product guarantee.  One year guarantee on workmanship of jobs undertaken from the date of job completed.  Every product or services provided backed by reliable manufactures and services providers.  Exchange/refund option with customer in case of any manufacturing defect.
  • 34.
    34 Hierarchy of HometownNoida Managing Director Hometown NCR Human Resouce Department Head NCR HR Hometown (Noida) Assistant HR Commercial Department Head NCR Accounts Manager Accountant/Cashier Marketing Department Head NCR Relationship Executives sales Persons HomeTown Manager
  • 35.
    35 Hometown divides in5 departments which are:- Furniture Section Modular Kitchen Design and Build Wallpaper and Bath Luxury Home Furnishing
  • 36.
    36 Furniture section: -There are many types of furniture are there like dinning furniture, sofas, dressing table, beds, office furniture etc. Types of wood which is used in making all these furniture’s are:- • HDF wood(high density fiber) • MDF wood(medium density fiber) • Solid wood(mango, sheesham)
  • 37.
    37 Modular Kitchen: -It’s an innovative concept of modular kitchen where the kitchen should be design by the designer after taking measurement of kitchen space and then work on it. Design & Build: - This is a department related to interior designers; they work on the design and arrangement of home. Their main motive is to maximize the use of land properly. This is a unique end-to-end solution that will help customers bring their dream home to life. From creative interior designs to turnkey project execution or renovating existing house, HT Design & Build services will help customers all the way. Most importantly, this service is flexible, transparent and easy-on the-pocket.
  • 38.
    38 Wallpaper and BathLuxury: - wallpaper and bath luxury are in many types and in different types according to choices of customers. Home Furnishing:- Home funishing is a wing where the decoration items, kitchen wares and the comfortable products of the homes are here. There are 3 divisions of Home furnishing:- • General merchandising • Decor
  • 39.
    39 • Furnishing General merchandising:-Its content the kitchen wares like crrokery, cookers, spoons, utensils etc... Decor: - The decoration items like vases, pots, paintings, lamps, statues flowers, scriptures etc...
  • 40.
    40 Furnishing: - Thebadsheets, pillow covers, balankets’ curtain etc.. all those cloth material which use for home.
  • 41.
  • 42.
    42 Project study onPromotional Activities Promotion is an important marketing force that provides extra incentives to achieve sales. It is an important marketing tool as compared to advertisements and sales force. Promotion is both short term and long term activities carried. Promotion is a term used frequently in marketing and is one of the market mix elements. It refers to raising customer awareness of a product or brand, generating sales, and creating brand loyalty. It is one of the four basic elements of the market mix, which includes the four P’s: price, product, promotion, and place. So, my working was fully on promotions to create demand and increase sales. The role and mechanics of promotion Promotion are an extremely valuable tool for the marketing of goods like all other tools, promotions can make a valuable contribution to marketing. Promotion function: The function of promotion is to accelerate action stated by other marketing activities. Promotion acts as a catalyst to accelerate action, primarily on the part of the consumer. It supplements, but is not a substitute for, advertising and selling efforts. Promotion accelerates action by changing the price-value relationship of the brand. Every product has an established value in the minds of the consumer. This is what the consumer is normally willing to expand (in money) for what he gets, or thinks be gets, when he buys the product.
  • 43.
    43 The need forpromotion varies because 1. A brand’s quality is inferior to competition; 2. A brand’s advertising is not as persuasive as competitive copy; or 3. A new brand is being introduced Promotion’s role in the life cycle of a brand At each stage in a brand’s life cycle a different degree of promotional emphasis is required. New product: A New products can usually profits from substantial promotion support – if the product, the advertising, distribution and price are right. The promotion can truly perform its function of accelerating trial and purchase of a brand whose value has not yet been fully established in the minds of all consumers. Although good advertising on a new brand will persuade many consumers to try the brand, it is not likely to persuade every logical prospect to take immediate action. Though the advertising does not quickly move to action require an extra incentive, such as a free sample or coupon or some other device that increases the value of the brand or lowers its price, to the point where the prospect decides to buy it. If the product is of good quality, promotion thus helps to establish its value quickly in the minds of more people. Growing brand: There are indications, incidentally, that many new brands (but not all) reach their share-of-market peak within six months to a year after the completion of their introduction. This leads to the conclusion that a brand of proven product and advertising
  • 44.
    44 copy superiority wouldbe well advised to meet maximum trial during the introductory period by spending heavily in the advertising media and on the promotional devices that are most effective in reaching the brand’s best long-term prospective consumers. Investment at the highest practicable level in effective advertising and promotion during the introductory stage, therefore – by quickly achieving a high franchise level – can establish a business that is less vulnerable to competition and that returns higher level of profit in the following years. Stable Brand: An established, growing brand generally requires minimal promotion support, usually of a selective nature. The product and its advertising are still equal to or better than competition. A high proportion of potential customers have tried brand and many have become more or less regular users. In such a healthy situation, the job that promotion has to do usually is much narrower and more specialized. It can be used for such specific purposes as improving distribution on large sizes, attracting new users from groups or areas where usage levels are below potential, or increasing the consumption among present users. Total promotion expenditure, however can be cut back to levels that generate optimum profits – so long as the brand continues to represent superior value for the price. Declining Brand: A mature, stable brand may need increased promotion support as competition begins to match it in product quality and in the persuasiveness of its advertising copy, or as the brand reaches its natural franchise level. When this happens, growth ceases sales and share level off.
  • 45.
    45 A declining brandmay need much heavier promotion support as it becomes old and outdated by new or improved competitive brands. Efforts to improve the brand’s quality and its advertising copy to equal competition may have been unsuccessful. Increasing the advertising appropriation may not help and may, in fact, merely reduce profits. Promotional tools For effective promotion of any product or services there are a number of marketing promotional tools that can be utilized in a promotion program. These should be applied carefully according to the given circumstances, because every promotional tool is suitable to certain circumstances.
  • 46.
    46 Following are someof important tools that must be in our mind • Advertising • Personal selling • Public relation • Direct marketing • Sales promotion Advertising Advertising is an audio or visual form of marketing communication that employs an openly sponsored, nonpersonal message to promote or sell a product, services or idea. Sponsors of advertising are often businesses who wish to promote their products or services. Advertising is differentiated from public relations in that an advertiser usually pays for and has control over the message is nonpersonal, i.e., not directed to a particular individual. Advertising is communicated through various mass media such as newspaper, magazines, television, radio, outdoor advertising or direct mail or new media such as search results, blogs, websites or text messages. The actual presentation of the message in a medium is referred to as an advertisement or “ad”. My complete work was done on this tool of promotion
  • 47.
    47 Today’s trend thereis modern advertising going in our country which is completely based on the techniques which I was mentioned above in the new media. Personal Selling Personal selling process refers to a process that occurs when a sales representatives meets with a potential client for the purpose of transacting sale. Many sales representatives rely on a sequential sales process that typically includes nine steps. Some sales representatives develop scripts for all or part of the sales process. The sales process can be used face to face encounters and in telemarketing. Process of personal selling in nine steps:- Prospecting (identifying prospects) Qualifying leads (identifying potential customers) Pre-approch (process of preparing of presentation) Sales presentation Need assessment (customer needs) Approach (stage when sales person initially meets the customers) Handling objections Closing (prospect is ready) Follow up
  • 48.
    48 Public Relation (PR) Publicrelations are the practice of managing the spread of information between an individual or an organization (such as a business, government agency, or a non-profit organization) and the public. Public relations include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. The differentiates it form advertising as a form of marketing communications. Public relations is the idea of creating coverage for clients for free, rather than marketing or advertising. An example of good public relation would be generating an article featuring a client, rather than paying for the client to be advertised next to the article. The aim of public relations is to inform the public, prospective customers, investors, partners, employees, and other stakeholders and ultimately persuade them to maintain certain view about the organization, its leadership, products, or political decisions. Public relations professionals typically work for PR and marketing firms. Job central to public relations include account coordinator, account executive, account supervisor, and media relations manager. “The public relations counsel is the agent working with both modern media of communications and group formations of society in order to provide ideas to the public’s consciousness. Furthermore, he is also concerned with ideologies and courses of actions as well as material goods and services and public utilities and industrial associations and large trade groups for which it secures popular support”. By “Bernays”
  • 49.
    49 Public relations specialistsestablish and maintain relationships with an organization’s target audience, the media, and other opinion leaders. Common responsibilities include designing communications campaign, writing news releases and other content for news, working with the press, arranging interviews for company spokespeople, writing speeches for company leaders, acting as an organization’s spokesperson, preparing clients for press conferences, media interviews and speeches, writing website and social media content, managing company reputation, managing internal communications, and marketing activities like brand awareness and event management. Success in the field of public relations requires a deep understanding of the interests and concerns of each of the client’s many publics. The public relations professional must know how to effectively address those concerns using the most powerful tool of the public relations trade, which is publicity. Public relations and journalism have similarities in the work they do, yet these two fields don’t necessarily have the greatest relationship, being described as “adversaries” at times.
  • 50.
    50 Direct Marketing Direct marketingis a form of advertising which allows businesses and nonprofit organizations to communicate directly to customers through a variety of media including cell phone text messaging, email, websites, online adverts, database marketing, catalog distribution, promotional letters and targeted television, newspaper and magazine advertisements as well as outdoor advertising. Among practitioners, it is also known as direct response. Direct marketing focuses on the customer, data, and testing. Hence, besides the actual
  • 51.
    51 communication, a directmarketing campaign will incorporate actionable segments and use pre and post-campaign analytics to measure results. Sales Promotion Sales promotion is a key factor and strategy for marketers within the promotional mix. In recent years, promotional creative must work better than traditional advertising. Sales promotion refers to many kinds of incentives and techniques directed towards consumers and traders with the intention to produce immediate or short term effects. In fact, whenever a marketer increases the value of its product by offering an extra incentive to purchase a brand or product, it is creating a sales promotion. The objectives of sales promotion is to encourage ‘action,’ although promotion can also help build brand identify and awareness. “Sales promotion is media and non-media marketing pressure applied for a predetermined, limited period of time in order to stimulate trial and impulse purchases, increase consumer demand, or improve product quality”. By “American marketing Association” Reason for rapid growth of sales promotion • Immediate profits • Immediate response • Consumer behavior • Added value • Market share
  • 52.
    52 • Increased promotionalsensitivity • Competition Immediate Profits Most companies have pressure for short term profits, a drive that sales promotion satisfies. Product managers are under pressure to generate quarterly sales increases. Because advertising’s benefits are often apparent in the long term only, companies invest more money in sales promotion when they want quick results. Immediate Response Another reason for sales promotion’s growth is that it is relatively easy and quick to determine whether a sales promotion strategy has accomplished its objectives because there is usually an immediate response of some kind. Consumer Behaviour Shoppers today are better educated, more selective, and less loyal to brand names than in the past, which means they are more susceptible to switching brands. Added Value From the consumers’ perspective, sales promotion reduces the risk associated with a purchase by giving them something of added value such as coupon, rebate, or discounted price. Promotions typically offer the consumer added value. Consumers have become more ‘deal-oriented’. Market Share
  • 53.
    53 In most industries,the battle is for market share rather than general product growth. Sales promotion encourages people to switch products, increasing market share. Increased Promotional Sensitivity Marketers are making greater use of sales promotion in their marketing programmes because consumers respond favourably to the incentives it provides. An obvious reason for consumers’ increased sensitivity to sales promotion offer is that they save money. Another reason is that many purchase decisions are made at the point of purchase decisions are made at the point of purchase decisions are made at the point of purchase by consumers who are increasingly time-sensitive and facing too many choices. Competition Another factor that led to the increase in sales promotion is manufacturers’ consumer promotions to gain or maintain competitive advantage. The markets for many products are mature and stagnant, and it is increasingly difficult to boost sales through advertising. Importance of Sales Promotion in Current Scenario’s • Greater integration with other communication elements. • More strategic orientation with longer lead time in developing campaigns and a broadening of the view of the role sales promotion in brand and product management. • Sales promotion follows the lead of advertising – extends and develops the themes created by advertising campaign.
  • 54.
    54 • Greater spendon sales promotions as proportion of the overall communications budget. • Powerful retailers dictating and managing sales promotion and consumer data. • Clients expect strategic input from their agencies. My study is on about promotion in which I did selling on the store and generating bills order, visual merchandising for better display of the store, tagging of discounts to increase the footfalls of the customers and also doing canopy activations on different societies in Future Retail, HOMETOWN in furniture section: Location where I did the promotional activities through canopy activations • Noida • Gurgaon Noida 1. HomeTown store • Visual merchandising • Generating Bills order • Tagging discount pricing
  • 55.
    55 2. Societies(outdoor work):Canopy activation • Silicon city • Gulshan vivante • Amarpali Gurgaon In Gurgaon I did canopy activation only for 2 days in two societies in Gurgaon. The societies are: - Canopy activation on outdoor working • Krishna society • Green city For doing the study on promotional activities, I done couple of work on different location which is showed in the pictures:
  • 56.
  • 57.
    57 Chapter-3 Project Analysis  Promotionalschemes of Hometown  working on these schemes • visual merchandising • tagging of discount rates • canopy activation
  • 58.
    58 As an internI done my study on sales promotion in which I did selling on the store and generating bills order, visual merchandising for better display of the store, tagging of discounts to increase the footfalls of the customers and also doing canopy activations on different societies in Future Retail, HOMETOWN in furniture section on two schemes which are: • Mano Ya Na Mano Sales • Badal Dalo (exchange offer) Mano Ya Na Mano Sales: “Mano ya na Mano” sale provide customers a unique opportunity to renew their home with new furniture and home accessories, that comes at value for money and rock bottom prices. That’s not all. You can also avail attractive offers and discounts on the new range of sofas, bed sets and flexi wardrobe range introduced by HomeTown. Head to the nearest. HomeTown store and grab this once –a-year-chance to buy your dream home products at best prices. Mano ya na Mano…… Key highlights Up to 60% off. 0% interest finance. 5% additional discount on your Axis bank debit/credit card. Get up to 25% points back on you’re shopping with PAYBACK points & earn 6 points every Rs 100 spent. New range included. Up to 60% discount…Exceptional offers on everything for your home…. Buy bed set & get dining set/sofa set free. Buy 1 bed sheet and get the other one absolutely free.
  • 59.
    59 Mano ya naManoUp to 60% discount….Exceptional offers on everything for your home… 45% off on Milano sofa set. 20% off on the new range sofa set. 35% off on cosmic lounger. 46% off on Loretta sofa set. Up to 55% off on wall units. Up to 43% off on Centre tables. Buy Impiana bed set & get Rome Sofa set (3+1+1) worth Rs 6,999 free. Up to 59% off on kids’ bedroom furniture. Up to 60% off on the all new Flexi Wardrobe range with assured installation in 1 day. 33% off on bubble bean bag. 50% off on entire range of storage solutions. Badal Dalo (exchange offer): This Badal Dalo is completely based on exchange offers in which customers get up to 40%
  • 60.
    60 off with exchangeold & get 25% off. Trade in the old and upgrade to our spectacular new range of furniture & furnishing. Give your (customer) home a perfect perfective make over. Additional 5% cash back SBI cards. This scheme was started in February 2016. Offers ends limited period offer.
  • 61.
    61 Value for yourold Home Products Products Exchange price(up to) 1 Seater Sofa 6000 Rs 2 Seater Sofa 15000 Rs 3 Seater Sofa 20000 Rs Beds 15000 Rs 4 Seater Dining Table Set 10000 Rs 6 Seater Dining Table Set 18000 Rs Other Furniture 3000 Rs 3 door Wardrobes 15000 Rs Spring Mattresses 6000 Rs Mattress Cotton/Coir 4000 Rs Bedsheets 1000 Rs Curtains 1000 Rs Towels 500 Rs Pillows 300 Rs Crockery 100 Rs Gas stove 4000 Rs Cookware 600 Rs Plastics (per kg) 100 Rs Utensils/Taps (per kg) 300 Rs
  • 62.
    62 VOUCHERS DENOMINATIONS 4 TIMESVOUCHERS VALUE CATEGORIES MULTIPLES 1. FURNITURE 4 TIMES 2. OFFICE FURNITURE ‘S (IMPORT) 4 TIMES 3. MATTRESS (LIVING ESSENCE) 4 TIMES 4. MODULAR WARDROBE 4 TIMES 5. FURNISHING 4 TIMES 6. HOMES DÉCOR 4 TIMES 7. DÉCOR LIGHT 4 TIMES 6 TIMES VOUCHERS VALUE CATEGORIES MULTIPLES 1. CUSTOMIZE CURTAINS 6 TIMES 2. CROCKERY 6 TIMES 3. OFFICE FURNITURE’S (SIS) 6 TIMES 4. MATTRESS SIS* 6 TIMES 5. KITHCENWARE 6 TIMES
  • 63.
    63 As a traineeI go about with the project through some steps which I undertaken for study are Visual merchandising Visual merchandising is the practice in the retail industry of developing floor plans and three-dimensional displays in order to maximize sales. Both goods and services can be displayed to highlight their features and benefits. The purpose of such visual merchandising is to attract, engage and motivate the customer towards making a purchase. Visual merchandising commonly occurs in retail spaces such as retail store and trade shows. Future Retail HomeTown is one of them. In this I was doing the display part of store much better for increasing sale. Location of this was the HomeTown store, Noida as we seen in the pictures:
  • 64.
    64 Tagging of Pricediscounting Pricing strategy is an important element of a product marketing campaign. … choose a pricing strategy that helps you meet your sales objectives, enhances your reputation and provides the best profit point for the market demand. A discount pricing strategy is useful for driving traffic and sales. Advantages Discounts to reward volume customers, repeat customers and employees build customer loyalty. Loss leaders are effective for retailers who need to increase traffic in the store. Promotional discounts, used sparingly, offer temporary advantages including maximizing sales, revenue and profit. During a short-term discount period, more units are sold, allowing the company to decrease inventory and temporarily raise revenues. Tagging of discount rate was done in the store on products outlets on furniture as showed in pictures: Generating sales order (bill) Sales order is a confirmation document sent to the customers before delivering the goods or services. It can be created once the quote is accepted by your prospective customer (potential) and the purchase order is sent by the customer for further processing.
  • 65.
    65 After receiving thepurchase order, the customers may request sales order to know the exact date of delivery of the goods or services. Also the inventory/production department looks at the list of sales orders to see what needs to be shipped out and when. After the order is shipped and delivered to the customer an invoice is generated from the sales order for billing purpose. Sales order contains • SO number • Date • Line item (product) • Billing address • Shipping address • Contact number • Name of customer • Signature of customer • Signature of sales person This work was also done on the Hometown Store. In this picture I was making the sales order of the customers who wants to purchase some products in Furniture sections Canopy Activation
  • 66.
    66 This work wasdone be my for the purpose of sales promotion of two schemes Mano Ya Na Mano Sale and Badal Dalo in different location and of different societies. Generally we targeted those societies who recently builded up. This working was done out of the stores Hometown Promotion Techniques 1. Coupons 2. Price discounting(Mano ya na Mano and Badal Dalo offers) 3. change the defect product 4. Group promotion 5. visual merchandising Process of promotional which Hometown follows
  • 67.
    67 Various forms ofpublicity techniques followed at Hometown • Posters: The essential purpose of a poster is the rapid telling of a single simple message using a limited number of elements. • Bill Boards: Place a large poster at TGIP mall, Noida. • Banners: A large extension of the poster, these can be hung outside the godown. • Word of mouth: And of course, there is the time-honored word-of-mouth technique. This is perhaps the oldest, yet most effective way to get the word out. • Networking sites, Mass e-mails and Bags. Elements of promotion (HomeTown) 1. Impersonal Establish Promotional Objective Deciding The Promotional Budget Selecting Promotional Tool Implementation Reviewing The Promotional Plan
  • 68.
    68 • Paid: -it includes advertising, sales promotion, store atmosphere and digital marketing. • Unpaid: - it includes publicity. 2. Personal • Paid: - it includes personal selling and E-mail marketing. • Unpaid: - it includes word of mouth. Objective of promotional activities • Increase sales • Stimulate impulse and reminder buying • Raise customer traffic • Get leads for sales personnel • Present and reinforce the retailer image • Inform customers about the product services and schemes also • Enhance customer relations • Have consumers pass along positive information to friends and others Impersonal Advertising sales promotion Store Atmosphere Digital Marketing Personal Personal selling E-mail marketing Publicity Word of Mouth
  • 69.
    69 Chapter-4  Market studyprinciple utilizes  Sales study policies utilized  Product study policies utilized  Outcome of the study  SWOT Analysis
  • 70.
    70 Market Study principleutilized A market is defined as the sum total of all the buyers and sellers in the area or region under consideration. The area may be the earth, or countries, regions, states, or cities. The value, cost and price of items traded are as per forces of supply and demand in a market. The market may be a physical entity, or may be virtual. It may be local or global, perfect and imperfect. It can be said that a market is the process by which the prices of goods and services are established. A market is one of the many varieties of systems, institutions, procedures, social relations and infrastructures where by parties may exchange goods or services by barter, most markets rely on sellers offering their goods and services (including labor) in exchange for money from buyers. There are some principles of market study which I utilized on my summer internship program, the principles are:  Promotion and the consumer communication process  Effects of promotion tools on consumer buying behavior  Customer relationship management and marketing technology  The promotional mix: target markets, buying decision & more  Goals and objectives of promotion  Consumer awareness of promotion Promotion and consumer communication process The marketing communication process’ sole purpose is to translate the promotional message effectively to the end consumer. The communication process contains multiple components that must be planned and produced with a message that connects with the target market. Marketers must be excellent communicators. Because they have to be able to educate, persuade and convince consumers to purchase their products. The basic building block of marketing is effective communication, which is the process by which we exchange or share meanings through a common set of symbols. Effects of promotion tools on consumer buying behavior
  • 71.
    71 As an intern,I was learnt how promotion affects the consumer buying behavior process. I discussed promotion’s far-reaching impact in addition to the way that promotion can be used to shape the consumer’s view of certain products. Advertising, public relations, sales promotion, and personal selling all are essential parts of the promotional mix of a marketing plan. The amount companies spend on promotional activities is amazing. In general, most companies need to spend an enormous amount of money on promotions to maintain their market share. The reason behind this is called promotion response function. Customer relationship management and marketing technology With customer relationship management, marketers grow relationships with existing customers through personalized service and identify the most valuable customer relationships to target more direct marketing strategies. In essence, customer relationship management ensure that all customers feel like they’re receiving quality customer service while identifying the best customers on which to concentrate marketing efforts. The overall goal of customer relationship management is to increase customer and maximize the effectiveness of marketing strategies. The promotional mix: target markets, buying decisions & more The promotional mix is one of the 4Ps of the marketing mix. It consists of public relations, advertising, sales promotion and personal selling. As an intern, I learnt how a marketing team uses the promotional mix to reach company objectives and goals.
  • 72.
    72 These four Psor we can say promotional tools are used to communicate to the target market and produce HomeTown store sales goals and profit. Goals and objectives of promotion The objectives of any marketing promotion are based on the goals and strategies of the company. In general, the marketing objectives of promotional efforts are aimed at attracting new customers, increasing sales, raising awareness, or expanding market penetration. • Increase Business: Marketing promotions are used primarily to attract new customers to a business. This can be done through a variety of promotional actions, such as running targeted promotional campaigns, holding special events. The objective is to reach potential new customers. • Increase sales: once people become customers of a business, another promotional marketing objective is to encourage them to increase their spending. An example of this marketing objective in practice is the use of a customer “rewards” card that tracks what the customer purchases and generates coupons for similar products. In this sense, the objective of the marketing tactic is to get customers to buy additional products, or more expensive products, than the ones that initially brought them to your business. • Brand Awareness: to keep brand name in front of consumers and reinforce its image, a small business should have a marketing objective of building brand awareness. This can be accomplished in part by being consistent in all marketing message and using inexpensive promotional products. Consumer awareness of promotion Consumer awareness refers to the understanding by a consumer of their rights in regards to a product or services being marketed or sold, enabling buyers to get the most from what they purchase. There are four categories in the concept of consumer awareness: information, choice, safety and the right to be heard. As an intern I go through market survey on sales promotion on two schemes of HomeTown Mano ya na Mano sale and Badal Dalo scheme. In which I work on those principles of market study. Targeted Market: societies of Noida and Gurgaon which was recently builded up
  • 73.
    73 As seen inthese pictures On summer internship program we work as a team My marketing team with marketing head Tarun kanojia sir (Marketing Head) Bhavesh Sharma (Marketing intern) Ankur Mishra (Marketing intern) Varun bayla (Marketing intern) Mustafa hussain bohra (as myself marketing intern)
  • 74.
    74 Sales Study PoliciesUtilized As an intern in HomeTown, I studied that Sales management is mainly concerned with the management of sales function. It originally referred to the ‘direction of sales force personnel’. Today, sales management has adopted a broader view. In addition to the management of personal selling, “sales management” involves all marketing activities, including advertising, sales promotion and product merchandising which hometown does. “Sales management is the planning, directing and control of the personal selling activities of a business unit including recruiting, selecting, training, equipping, assigning, routing, supervising, paying and motivating, as these tasks apply to the personal sales-force.” By “American Marketing Association” I work on three sales policies at time of my internship program are • Customer policies • Discount policies • Sales promotional policies 1.) Customer policies Customer policies define broadly the function of an enterprise. A customer service policy is a written document that employees must follow when they deal with customers who are not satisfied with a generally include a company’s service ethics and operating procedures. Customer service is meeting the needs and desires of any customer. I was worked on some customer service policies: • Promises for delivery of products must be on time. Delays and cancellations of products should be avoided. • Politeness is almost a lost art. Saying ‘hello,’ ‘good afternoon,’ ‘sir,’ and ‘thank you very much’ are a part of good customer service. For any business, using good manners is appropriate whether the customer makes a purchase or not. • All customers should be treated professionally, which means the use of competence or skill expected of the professional. Professionalism shows the customer they’re cared for.
  • 75.
    75 • Using thecustomer’s name is very effective in producing loyalty. Customers like the idea that whom they do business with knows them on a personal level. 2.) Discount policies Hometowns modify their basic price to reward customers for such acts as early payment, bulk purchases or off-season buying. For this, they allow deduction from the list price. Discount and allowances enables sellers to adjust their actual prices without changing their published prices. The various types of discounts are as follows: • Quantity discount • Cash discounts • Seasonal discount • Promotional discount • Psychological discounting Quantity discount It is a price reduction to customers who buy in large quantities. It may be cumulative or non-cumulative. A cumulative quantity discount applies to purchases made during a specific period of time. Cash discount It is a deduction in price allowed to buyers for prompt payment. It reduces bad debts and improves firm’s liquidity. Seasonal discount It is offered to encourage buyers to make purchases during off-season. It is given on fans, refrigerators etc. for buying out of season. Generally, HomeTown does this thing on festival seasons to encourage buyers to make purchase. Promotional discount It is also known as functional or trade discount. It is offered to dealers and wholesalers for performing certain function such as selling, storing, record-keeping, etc. In this as an intern of Hometown I distributed discounted coupons worth Rs 1000 to the peoples as a promotional discount.
  • 76.
    76 Objective: increase footfallof the customers on the Hometown stores. Psychological discount This involves first putting an artificially high price on a product and then offering it at substantial low price. Thus it gives customer a feeling of money saved. As a intern my working is basically based on psychological discounting in tagging of discount rates on prospects of the products As showed in this pictures 3.) Sales promotion In this, the major objective of Hometown is to induce the existing customer to buy the company products at its established prices. Key decisions in this area are: • Selecting sales appeal that are important to the customer. • Determining the use that will be made of advertising Sales appeal • Price • Style or design Advertising • Newspaper
  • 77.
    77 • Television andradio • Direct mail • Canopy activation My major work was in this, where I did canopy activation from different societies.
  • 78.
    78 Product Study This policyrelate to products to be offered for sale. The major questions of policies arising in connection with products arising in connection with products usually involve: • Product objectives • Product line • Product quality and services Product objectives Product policy serves as guides for making product decisions. Hometown derives from product objectives. If a product objective, for example, states that “this company desires to make and sell such products which require only a minimum of services after their purchase by consumers,” then product policies will spell out how this objective is to be attained.  Customer satisfaction  Provide Quality of product  Provide better Services of product Product identity: Nature: furniture Wood:  HDF(high density fiber) HDF is a type of engineered wood product. It is made from wood fiber extracted from chips and pulped wood waste. HDF for flooring is similar but much harder and denser than particle board or medium density fiber board for flooring.
  • 79.
    79  MDF(medium densityfiber) MDF is a high grade, composite material that performs better than solid wood in many areas. Made from recycled wood fibers and resin, MDF is machine dried and pressed to produce dense, stable sheets. MDF is more stable than solid wood and stands up better to changes in heat and humidity, therefore many furniture products in Hometown is from MDF.  Solid wood Solid wood is a term most commonly used to distinguish between ordinary lumber and engineered wood, but it also refers to structures that do not have hollow spaces. Engineered wood products are manufactured by binding together wood strands, fibers, ore veneers with adhesives to form a composite material. Two type of solid wood furniture’s are manufactured in hometown:  Sheesham wood
  • 80.
    80  Mango wood Productservices • Customers given price, services & product guarantee. • One year guarantee on workmanship of jobs undertaken from the date of job completed. • Every product or service provided backed by reliable manufacturers and service providers. • Exchange/refund option with customer in case of any manufacturing defect. • Product from all major manufacturers of several products as sanitary ware, bath fittings, fixtures, furniture, etc. displayed. Product line It states the following decisions:  Hometown following a full line policy handles only part of a line, in furniture section  All item in a product line should be reappraised at regular intervals- a.) To determine whether individual items are still in tune with market demand, and b.) To identify those that should be dropped from, or added to, the line.  Hometown should tap internal sources of new product ideas. Line of product in furniture
  • 81.
    81 Office furniture Living furniture Sofa  Lounger Arizona solid wood lounger
  • 82.
    82  Dressing table Mozzartdresser with mirror  Center table
  • 83.
    83 Bed room  Bed: a.) King size bed: 6’6” Valencia king size bed b.) Queen size bed: 6’5” Alicia high gloss queen bed
  • 84.
    84 Dining Tables  6seater Astra Marble top 6 seater
  • 85.
    85  4 seater Corral4 seater dinning set Product quality and services Buyers expect products performance to vary with the quality. Product quality is a matter of characteristics built into a product that the buyer is unable to judge until after the purchase. Hometown adopts a formal service policy; sales management should make it part of the promotional programme. An appropriate service policy facilitates the making of initial sales and helps in keeping products sold, stimulating repeat sales, and building customer goodwill. Product offers • Mano ya na mano sales • Badal dalo (exchange offer)
  • 86.
    86 Research Methodology Research methodologyis the systematic, theoretical analysis of the methods applied to a field of study. It comprises the theoretical analysis of the body of methods and principles associated with a branch of knowledge. Typically, it encompasses concepts such as theoretical model, phases and quantitative or qualitative techniques. A methodology does not set out to provide solutions-it is, therefore, not the same as a method. Instead, a methodology offers the theoretical underpinning for understanding which method, set of methods, or best practices can be applied to specific case. Scope of the Study • The present scenario of business is facing a hard challenge it is must to upload the existing customer and to serve them as our best. • From this study the preference of the customer can be analyzed and helps the organization to fulfill that service. • The study helps to know the factors that influence the customer to buy the products at their convenience. • The study helps to know the necessary services required by the customers to overcome the problem in the products and provides various insights into customer attitudes and satisfaction. • The study helps to maintain the better relationship with customer by the company. Area of study Societies of Method of research which applied • Survey research method Survey Research Surveys represent one of the most common types of quantitative, social science research. In survey research, the researcher selects a sample of respondents from a population and administers a standardized questionnaire to them. The survey, can be a written document that is completed by the person being surveyed through face-to-face interaction, or a telephone interview. Using surveys, it is possible to collect data from large or small populations (sometimes referred to as the universe of a study).Different types of surveys are actually composed of several research techniques, developed by a variety of disciplines. For instance, interview began as a tool primarily for psychologists and anthropologists, while
  • 87.
    87 sampling got itsstart in the field of agricultural economics (Angus and Katona, 1953, p. 15).Survey research does not belong to any one field and it can be employed by almost any discipline. According to Angus and Katona, "It is this capacity for wide application and broad coverage which gives the survey technique its great usefulness..." Sources of Data for promotional activities There are two types of data we have collected: 1. Primary Data 2. Secondary Data. Primary Data was collected from the feedback of the customers/consumers of Home town with the face to face interaction. Secondary Data was collected from Internet. Research Objectives 1. Primary Objectives: • To understanding the buying behavior at Home town. • To understand how Home town convert ‘Customers’ in ‘Consumers’. 2. Secondary Objectives: • To understand the quality of service maintained in the store. • To determine the performance of sales persons in the store. • To find out reasons of dis-satisfaction. • To find out which means of communication plays a vital role to persuade customer. Scope and Uses 1. It will give information to prospective customer 2. It will give information about consumer satisfaction. 3. Help us gain independent knowledge about the consumer perception of the outlets identified. 4. The study can help the companies get additional research information. 5. It facilitates evaluation of brand name and customer satisfaction My Sales during Internship Period in different product s.no Sales Order/Manual/Cash &Carry Price 1 Manual 21945
  • 88.
    88 2 124939 18690 3124949 55440 4 124983 6695 5 Manual 106050 6 Manual 36645 7 Manual 6825 8 Manual 11445 9 Manual 20895 10 Manual 16695 11 125067 20790 12 125087 6664 13 125102 41445 14 124730 20900 15 124841 32230 16 124858 55185 17 124900 17885 18 Manual 13545 19 125120 23044 20 Manual 645492 21 Manual 81695 22 125142 22784 23 125388 41895 24 125643 191835 25 Manual 47670 26 Cash and carry 21742
  • 89.
    89 The interpretations inthe above graph is : Billing criteria Sales amount sales oder 5,55482 Manual selling 10,08,902 Cash and carry 21,742 Sales manual sales order no. cash and carry 64% 35% 1%
  • 90.
    90 Customer Feedback duringpromotional activities In Home Town the project which was given to us was to ask the feedback of the customer and give the knowledge to customer about store and who visited the store we asked them how they got to know about HOME TOWN through call, SMS, newspaper or other. The time duration for project was 2 days (Saturday and Sunday) we took feedback for 2 days and whatever answer they gave we used to tick that in front of appropriate answer, then we maintained and prepared that data on Sheet that they give us , then we submitted to store manager or Team leader. This process is done through canopies we set canopies in different different area like Amrpali society, Greater Noida etc . then we give awareness to people about Store and discount offer or exchange offer. If customer say No then we convince them to visit the store and tell them about the projects and offers available. Daily we meet 50 people and whatever feedback customers gave us we use to write it in a paper and submit it to store manager or team leader.
  • 91.
    91 S.No Name Mobileno. Society Flat No Feedback/ visit Product interest 1 customer 9560450783 Ghulshan vivanta - Not Aware about Home Town furniture 2 sanjeev 9818672661 Greater Noida Sector 137 Complaint about HOME TOWN service King size bed 3 Pankaj 9211260895 Noida Sector 147 Discount Coupon Furniture 3+2 seater sofa 4 Istiyak ali 8447737697 Amrapli - Home Town Visit Frequency ( Monthly) Not decided 5 Mukesh 7838117482 Noida - Visit occasionally Office furniture 6 R.C Mittal 9654135385 Amrapli - Home Town Visit (not decided) wardrobe
  • 92.
    92 Limitation of study •This study is limited to Noida and Gurgaon; therefore the findings of the study cannot to extend to other areas. • The samples have been collected from the limited number of respondents. • The project was completed within 43 days. Time achieve is considered inadequate to conduct such survey. • The result of study may not be generalized to all. • Some of the respondents were non co-operative. 7 Raj Kumar 9873284039 Amrapli - Home Town Visit Frequency ( monthly) Dining/wardrobe 8 Neetu 9711786111 Amrapli - Not Aware about Home Town Kitchen module/furniture 9 Naman 754401566 Greater Noida - Heard about the hometown (visit as soon as possible) Living room,kids room, kitchen module (full interior work) 10 Animesh choudhary 9811766649 Amrapli - Home Town Visit Frequency (Few Time) Furniture,wallpa pers,kids bed & study tables
  • 93.
    93 SWOT Analysis Strength • Widepresence in India almost all major cities and towns. • Efficient, cost conscious committed quality service. • High brand equity in evolving market. • Variety of products under single window increasing the chances of customer time and choices. • Has an employee base of over 35000. • Everyday low prices, which attract customers, and has a huge investment capacity. • It offers a family shopping experience, where entire family can visit together. • Available facilities such as online booking and delivery of goods. Weakness • Dependent heavily on India, and is susceptible to foreign players. • Unable to meet store targets. • Delivery time is too long. • After sale service not so good. • Stiff competition from global players means market share growth is limited. • Extremely popular means heavily crowded during festive/discount seasons. Opportunity • Population of country is growing where the scope of market is kept on increasing for retail sector. • Evolving consumer preference. • Organized retail is minute in India. Threats • Competition from organized retail players which are in market and are emerging. • Competition from local retailers. • Government policies are not well defined in country like in India.
  • 94.
    94 Chapter- 5  Conclusion Recommendation  Bibliography
  • 95.
    95 Conclusion The past monthsof my internship have been very instructive for me. HOME TOWN has offered me opportunities to learn and develop myself in many areas. I gained a lot of experience, especially in the Marketing field. A lot of the tasks and activities that I have worked on during my internship are familiar with what I’m studying at the moment. I worked in many areas where I did different work. This gave me the chance to find out which areas I want work in after my education. The area that I found most interesting is marketing & communication. By developing a marketing plan, I had to do lots of research where I had to find the best way of marketing. I learned many things about viral marketing by using and learning about social media tools. During my One and a half month internship, I want to improve my English language by working along with my colleagues and communicating with the clients of the internship company. I also want to practice and improve the different skills I developed during my education such as: o Observing and researching different subjects o Preparing Marketing communication plans o Researching media and target groups o Planning and organizing activities o Developing media and strategies Before my internship started my ideas did not match the experiences have gained during my internship. There is a big difference in the college projects and the tasks and activities during the actual work. In college we learn how to describe the work in projects, where in work you learn how to implement them in reality. This internship was definitely an introduction to the actual work field for me. I have learned to work in a business organisation and apply my knowledge into practice. I learned a lot from the different interns that I have been working with during my internship. Each intern had a different educational background and that
  • 96.
    96 made it interestingfor me. By working with them I got to learn from them and become aware educational background. My mentor during my internship was Mr. Tarun who I have also learned a lot from during my internship. As a marketing teacher, he has lots knowledge in marketing . He has also lots of knowledge in the working area that I have described such as Sale, Visual Merchandising. He was very helpful and always willing to give me advice and feedback which I appreciate. I have tried to learn as much as possible from him and the interns during my internship. he had always time to answer all my questions concerning my internship. . Interning at HOME TOWN was definitely a learning experience. This internship was definitely beneficial for me and I’m grateful and thankful that I got to experience and learn many things. Recommendations Recommendations for the Internship Company HOME TOWN is a great learning company for interns. HOME TOWN is a LARGE STORE and helps interns improve and develops their skills. I would recommend HOME TOWN to keep hiring interns with different educational background, to help build and improve the company with the knowledge they gained from their studies. The part that I found most interesting during my internship is the social media. During my studies I mostly learned how to use the communication tools such as CANOPI activation for promotional activities. Even when describing the use of internet during projects, we only describe the use of an internet website. Working for HOME TOWN has changed my perceptions of the importance of internet and the online social media communication tools. The communication tools TV, radio and magazine are of course effective if you have the
  • 97.
    97 necessary budget. Butat HOME TOWN I learned you can promote good and services creatively by just using the social media tools. Research and studies have shown that young generations use social media tools such as twitter, Facebook and LinkedIn for both personal and professional use. More businesses are using social media to identify themselves by increasing awareness within the target markets. They are also using social media to connect, network and attract customers. During my communication education, I studied different communication aspects such as business communication, advertising, Promotion, written communication, information, organisation and management. And during my internship, I have seen all these aspects in the social media. • Hometown should include more of branded products its product category so as to attract the brand choosy people to come in to hometown. • Hometown should provide large parking space for its customers so that they can easily park their vehicles. • It should make different cash counters for different customers. Cash counter and credit card payment counter should be placed differently in order to reduce the rush and save the customer’s time. This will be a kind of motivator for the customers of hometown. The service of the sales person is needed to be improved. Personal care should be taken by the sales person for the customers so that the customers feel good.
  • 98.
    98 Bibliography • www.google.com • www.wikipedia.com •www.futuregroup.in • Book of sales and salesmanship • Principles of Marketing -- Philip Kotler & Gary Armstrong, 2000. • Marketing Management -- Philip Kotler, 2000
  • 99.