Mustafa Hussain Bohra BBA 3rd Year

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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

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MUSTAFA HUSSAIN BOHRA
BACHELOR’S OF BUSINESS ADMINISTRATION
DEZYNE E’COLE COLLEGE AJMER
MANAGEMENT PORTFOLIO

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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)

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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

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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.

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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

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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

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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.

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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.

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Chapter- 1
 Introduction about the project
 Introduction about company

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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.

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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

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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.

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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.

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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:-

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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

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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

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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,

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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.

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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)
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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.

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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

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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

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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.

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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.

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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

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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

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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

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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.

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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

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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.

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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

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Hometown divides in 5 departments which are:-
Furniture Section
Modular Kitchen
Design and Build
Wallpaper and Bath
Luxury
Home Furnishing

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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)

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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.

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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

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• 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...

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Furnishing: - The badsheets, pillow covers, balankets’ curtain etc.. all those cloth material
which use for home.

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Chapter- 2
Project study
On
“Promotional activities”

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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.

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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:

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
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

Mustafa Hussain Bohra BBA 3rd Year

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