0601059 sales promotion & customer overview for carrier

A

PROJECT REPORT

ON

“ SALES PROMOTION & CUSTOMER OVERVIEW FOR CARRIER ”

AT

Carrier Air –conditioning and refrigeration co. ltd.

SUBMITTED TO

UNIVERSITY OF PUNE.

IN THE PARTIAL FULFILLMENT OF

MASTER OF BUSINESS ADMINISTRATION

BY

Shailesh S. Pandhare

MBA (MARKETING)

(2006-2008)

VISHWAKARMA INSTITUTE OF MANANAGEMENT PUNE- 411048

1

ACKNOWLEDGEMENT

I am overwhelmed my sense of gratitude towards all those who helped and guided

me during the course of this project.

I feel immense pleasure in expressing my sincere and profound sense of gratitude

to

Mr. Uday Gadikar, Air –conditioning and refrigeration ltd., for their inspiring

guidance and constructive criticism during the course of summer project.

I am very thankful to Mr Mahesh Halale and all staff members of Vishwakarma

Institute Of Management for their cooperation and valuable guidance in

completing the project.

I express my sincere thanks to Director Dr. Sharad Joshi for inspiring guidance.

Shailesh Pandhare

M.B.A. (Marketing)

VIM, Pune

2

CERTIFICATE

TO WHOM SO EVER IT MAY CONCERN

This is to certify that SHAILESH S. PANDHARE is a bonafide student of

VISHWAKARMA INSTITUTE OF MANAGEMENT. He has successfully

carried out his summer project titled “SALES PROMOTION & CUSTOMER

OVERVIEW IN PUNE” AT Carrier Air –conditioning and refrigeration co.

ltd., PUNE in the partial fulfillment of Master of Business Administration course

of University of Pune (2006 - 2008).

He has worked under our guidance and direction. His work is found to be good

and complete in all respect. During the period we found him hardworking, sincere

and loyal. We wish him all the best for future.

DR. SHARAD L. JOSHI PROF. MAHESH

HALALE

(DIRECTOR) (PROJECT

GUIDE)

3

CERTIFICATE

TO WHOM SO EVER IT MAY CONCERN

This is to certify that SHAILESH S. PANDHARE is a bonafide

student of Vishwakarma Institute of Management – Pune, has

successfully completed his summer project on “SALES

PROMOTION & CUSTOMER OVERVIEW IN PUNE”

Project Duration: 01/06/2007 to 01/08/2007.

Mr. Uday Gadikar

Area Manager pune

4

TABLE OF CONTENTS

Sr.No Particulars Page

No

1 EXECUTIVE SUMMARY. 1

2 OBJECTIVEO & SCOPE OF STUDY. 4

3 COMPANY PROFILE. 6

4 PRODUCT PROFILE. 13

5 THEORETICAL BACKGROUND 22

6 RESEARCH METHODOLOGY. 30

7 DATA ANALYSIS. 36

8 FINDINGS . 44

9 LIMITATION . 46

10 RECOMMENDATIONS 48

11 CONCLUSION 50

12 BIBLIOGRAPHY 52

13 ANNEXURE

5

CHAPTER 1

EXECUTIVE SUMMARY

6

EXECUTIVE SUMMARY

The project titled SALES PROMOTION AND CUSTOMER FEEDBACK

REGARDING PRICE , AFTER SALES SERVICE AND NEW PRODUCT

LAUNCH for the company Carrier Air-conditioning & Refrigeration Ltd. PUNE

was undertaken with a prime motive to understand the actual process involved in

the sales promotion activity, carried out for refrigeration products. Sales

promotion was carried out for refrigeration products of the company which are

basically refrigeration products utilized for maintaining temperature in a space

below surrounding . These products are basically used in process industries such

as pharmaceutical, ice-cream, Food, Floriculture etc.

This project was chosen with an intention to unrevealed sales promotion carried

out for industrial products and also since it is the area of interest for making a

carrier in industrial marketing i.e. business to business marketing. The company

Carrier Air-conditioning & Refrigeration ltd. was specifically chosen since it is

into manufacturing and marketing of refrigeration products. Another reason for

selecting this company is that it has huge and diversified customer base for air-

conditioning in pune for its products providing good scope for the study.

The location chosen for the study was restricted to the companies within pune and

surrounding pune .The project was carried out in two stages with reference to the

primary and secondary objectives. And for each stage a different methodology

was adopted. The actual sales and promotion was done by mostly visiting the

companies and interacting with either maintenance/purchase/projects manager

with reference to products and then a detailed sales report was prepared on the

basis of this interaction. Other sales promotional techniques such as sending

emails, letters, catalogs of the product was also carried out.

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In the second stage a feedback was taken from the customers regarding the price

offered by the company for the products , whether they are satisfied with the after

sales service provided by the company to its existing company and finally their

opinion about the variety of newly launched highly customized products of the

company . And after this feedback for each of the above mentioned parameters

each was analyzed individually to earn some productive results for the company.

And finally various sales promotional tools were studied . And it was found that

majority of the existing and prospective customers were not satisfied with the

price offered by the company for its refrigeration products. After sales service was

found to be a bit problem issue for the company upon which the company needs to

improve to gain competitive advantage. And the existing aswell as the prospective

customers have given a very overwhelming response to the newly launched

products of the company .

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CHAPTER 2

OBJECTIVE & SCOPE OF STUDY

9

OBJECTIVES OF THE PROJECT

The project was undertaken with a prime objective to understand the practical

aspects of

sales promotion carried out for the refrigeration products. This project has primary

and some secondary objectives which are coated as under.

Primary Objectives:

• To study the actual sales promotion techniques carried out by in product

manufacturers.

• Understanding the actual market scenario for refrigeration products.

Secondary Objectives:

• To take customer feedback on different parameters

• regarding price of the products belonging to different categories

• regarding the after sales services provided to the existing customers

• Regarding the views of customers on the newly launched products

the company.

SCOPE

The scope of project was among the companies within and surrounding pune at

around total 100 companies were interacted in the process of due completion of

this project and complete product range of the categories of the company products

were duly considered for this study providing a holistic approach

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COMPANY PROFILE

CHAPTER 3

COMPANY PROFILE

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History of the company

Founded in 1915 by Dr.Willis Carrier, the inventor of modern air-conditioning,

Carrier has developed into being the largest global manufacturer of air-

conditioning, heating and commercial refrigeration systems. Over the decades, the

Carrier name has become synonymous with reliability, innovation, commitment,

superior technology, cutting-edge manufacturing and world-class performance.

Carrier, a global player in the HVACR market with operations in 172 countries,

71 manufacturing locations and 18 design centers, employing approximately

41,000 people worldwide and revenues of $13.4 billion in 2006. It has the

broadest product offering in the world with strong technology / innovation focus

and 348 patents in the last 4 years. It also has one of the most prestigious insta

-llation bases in the world.

Carrier is a part of United Technologies Corporation, a $47.8 billion, in 2006,

conglomerate operating in the high technology space. The UTC group leads with

businesses in aerospace & building systems with companies like Carrier (air-

conditioning), Otis (Elevators), Pratt & Whitney (Jet- engines), Sikorsky

(Helicopters), UTC Fire & Security (Chubb + Kidde), Hamilton Sundstrand and

UTC Power.

Carrier started its operations in India with the setting up of Carrier Aircon in 1986,

and Established Carrier Refrigeration in 1992. It was the first global company to

bring to the Indian consumer, access to advanced technology and air-conditioning

and refrigeration products from the worldwide product portfolio of Carrier. In Oct.

2006, both these companies merged to form a new entity called “Carrier Air-

conditioning & Refrigeration Ltd.”.

Carrier's Gurgaon manufacturing facility produces air conditioning equipments

including Window Room Air conditioners, Hi- Wall Splits, Slimpak Splits,

Cassette Splits, Ducted Splits and Chillers. It also manufactures Refrigeration

Equipments including Cold chain equipment comprising of Cold Rooms, Truck

Refrigeration & Bus Air-conditioning system, Freezers, Visi Coolers & Super

Market Products .All these are supported by the Willis Carrier Engineering Center

Historical Milestones

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1902 Carrier Engineering Corp. is founded in New York.

1906 U.S. patent issued for “Apparatus for Treating Air”

1915 Carrier Engineering Corp. is founded in New York.

1922 Carrier develops a new coolant and a centrifugal refrigerating machine that

enables the cooling of public spaces, changing the face of urban architecture.

1939 Carrier invents a system for air conditioning skyscrapers.

1965 Carrier installs ground-based environmental control systems for the Apollo-

Saturn V moon program.

1979 UTC acquires Carrier, the world’s largest manufacturer of air conditioning

and

Refrigeration equipment.

1986 Carrier establishes first of several joint ventures in China.

1996 Carrier introduces its first product line of high efficiency residential air

conditioners and heat pumps using the environmentally sound, non-ozone-

depleting Puron® refrigerant.

2006 Carrier pushes the performance of some Infinity models to 21 SEER

(Seasonal Energy Efficiency Ratio), saving consumers more than half the

energy some previous products required

Awards

2007 AHR (Air Conditioning and Refrigeration) Expo Innovation Award to

Aquaforce™ chiller (U.S.)

2007 Home Magazine Building Product Awards for innovation and energy

efficiency to Carrier Infinity™ (U.S.)

2006 Dealer Design Silver Award to Aquaforce chiller (U.S.)

13

2006 Comfortech Best in Show Award for Carrier Infinity 14 Hybrid Heat™

Packaged System (U.S.)

2006 Consumers Digest Best Buy Award for Bryant Evolution™ Plus 90i™ Gas

Furnace and Evolution™ 288A Heat Pump (U.S.)

2006 China Construction Energy Saving Air Conditioning Product Gold Award

for Aquaforce chiller (China)

Recent Innovations

2007 Introduces Hybrid Heat system that combines the benefits of intelligent

control for both gas and electric heating to create an intuitive system that

automatically selects the most efficient fuel source

2006 Launches Infinity Air Purifier that captures and kills airborne allergens,

bacteria, molds and viruses

2006 Launches a new range of 13 SEER energy efficient products for U.S. market

2006 Launches Deltek™ hybrid diesel electronic technology, Vector™ 1800 all-

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electric trailer refrigeration unit and ComfortPro™ auxiliary power unit

which reduces engine idling time 90 percent to reduce fuel costs and

emissions for the North America truck/trailer market.

2006 Introduces ThinLINE™ DT container refrigeration system, the only system

on the market to offer a dual-temperature capability

2005Introduces Evergreen® chiller – first water cooled variable speed screw

chiller

Corporate Responsibility

Carrier’s growth and success has been built on a foundation of trust – in the

quality of our products and services, in the dedication of our people, and in the

many ways we contribute to the well-being of our communities. This is directly in

line with the corporate philosophy of Carrier’s parent company; United

Technologies Corporation (UTC).Our commitment to responsible corporate

citizenship infuses every aspect of our business. We consistently pursue fair and

ethical standards, whether delivering products and services to our customers,

forging relationships with industry partners, or fostering the personal and

professional development of our employees

Social

Carrier actively supports the communities where we live and work through

community service and charitable contributions. It is an essential aspect of our

overarching mission to make the world a better place, today and well into the

future.

Sustainability

As the world’s largest provider of heating, cooling and refrigeration systems, we

believe market leadership obligates environmental leadership. Focused on

reducing the impact of manufacturing operations across the globe, Carrier has set

the industry standard for environmentally sound business practices and a

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commitment to sustainability across its products, production, people and

processes.

Carrier Fact Sheet

Carrier Corporation is a leader in providing heating, ventilation, air conditioning

and refrigeration (HVACR) systems, components, controls and services for

residential, commercial, industrial and transportation applications; and food

service equipment. It is a subsidiary of United Technologies Corporation

Mission

To be our customers’ first choice for air-conditioning, heating and refrigeration

solutions everywhere around the world.

Purpose

We make the world a better place to live by creating a comfortable, productive

and healthy environment, regardless of climate, and by ensuring the global food

supply is transported and preserved for safe consumption.

Revenues

$13.5 billion in 2006

Current Employment

Approximately 41,000

Operations

The company has a network of research and development centers and 71

manufacturing facilities and 18 design centers around the world. Carrier

distributes to, and services its customers via a worldwide network of owned and

independent distributors and dealers in more than 170 countries on six continents.

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17

PRODUCT INFORMATION

What is a Refrigeration System?

Refrigeration is defined as the transfer of heat from a lower temperature region to

a higher temperature one. Refrigeration devices that produce refrigeration operate

using the vapor-Compression cycle (reversed Carnot cycle) or vapor absorption

system. Some examples of refrigeration devices are heat pumps, refrigerators,

automotive air-conditioners,andresidential/commercial air-conditioners. All of

these devices have one thing in common, to reduce the temperature of an enclosed

environment.

CHAPTER 4

PRODUCT PROFILE .

18

REFRIGERATION CYCLE

There are four main components in a refrigeration systems

• The Compressor

• The Condensing Coil

• The Metering Device

• The Evaporator

Two different pressures exist in the refrigeration cycle. The evaporator or low

pressure, in the “ low side” and the condenser, or high pressure, in the “high

side”

These pressure areas are divided by the other two components. On one end, is

the metering device which controls the refrigerant flow, and on the other end,

is the compressor.

The Compressor

The compressor is heart of the system. The compressor does just what it’s

name

is. It compresses the low pressure refrigerant vapor from the evaporator and

compresses it into a high pressure vapor.

The inlet to the compressor is called the “Suction Line”. It brings the low

pressure vapor into the compressor. After the compressor compresses the

refrigerant into a high pressure vapor, it removes it to the outlet called the

“Discharge Line”.

Metering Devices

Metering devices regulate how much liquid refrigerant enters the evaporator.

Common used metering devices are small thin copper tubes referred to as “cap

tubes” thermal expansion valves and single opening ‘orifices”.

19

The metering device tries to maintain a preset temperature difference or “

superheat”, between the inlet and outlet openings of the evaporator.

As the metering devices regulates the amount of refrigerant going into the

evaporator, the device lets small amounts of refrigerant out into the line and

looses the high pressure it has behind it.

Now we have a low pressure cooler liquid refrigerant entering the evaporative

coil (pressure went down- so temperature goes down).

VISI-COOLER : (New launched product)

20

Features of Visi-cooler :

• Outer casing in galvanized steel with baked - on paint finish for durability.

• Inner liner in pre-painted galvanized steel for long life and case of

maintenance.

• Higher capacity system for fast cooling even under high ambient

temperatures.

• Compact fluorescent lights for bright lighting inside

• Designed for 'Super Tropical Conditions'.

• Compact Design.

• Adjustable shelving to accommodate all sized of bottles and cans.

• R - 134a refrigerant. Chlorine free environmentally sound.

21

• High density, environmentally sound, polyurethane foam - good

insulation.

• Auto defrost.

• Bottle opener.

Deep-freezer : GT-300

22

Deepfreezer:product features

• Compact design with large net storage capacity

• Outer casing is galvanized steel with baked –on paint finish for for

durability

• Robust construction & elegant look.

• Inner liner is Stucco Aluminum-Rust free,Food grade & Hygienic

• Higher capacity refrigeration system for fast pull down.

• High density, environment friendly, polyurethane foam for better

insulation using high pressure injection machine.

• R-134a Refrigerant,chlorine free, environment friendly

• Energy save compressor – low energy consumption.

• Longer thaw –out time to take care of prolonged periods of power failure

• 60mm thick poiyurethane foam Insulation – Higher holding time.

• PVC coated baskets.

• Adjustable Thermostat.

• Skin & Auxillary condenser for better performance to suit Indian

conditions

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Cold room :

Introducing world class Cold Rooms from Carrier Refrigeration.A result of

over50 years experience blended with technological know-how in the field of

preservation

Carrier panels are manufactured in thickness of 60mm,80mm,100mm,120mm and

150mm.

Carrier offers indigenous equipments ranging from 1 HP to 5 HP for positive

temperature and 1.6 HP to 3.2 HP for negative temperature applications.

For larger refrigeration equipments,Carrier offers imported equipments from own

overseas factories and sourcing partners.

Carrier offers end to end solutions from farm to retail covering wide spectrum of

applications such as Pre-cooling,Blastfreezer.

The cold room concept

Each of these Cold Rooms consist of precisely engineered components that are

designed keeping in mind durability and reliability during usage

Panel

Carrier Refrigeration uses high pressure injection molding equipment to inject

environmentally sound polyurethane foam in to the panels. The complete process

of injection is microprocessor controlled to ensure precise quality and ratio of

mixture to produce polyurethane foam of high quality.

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Specially engineered jigs are utilized to facilitate proper binding between the

metal cladding and the expanding foam. The attention to detail at every step

ensures the production of panels that have uniform K factor. Regular quality

assurance tests and check by quality teams ensures that the panels always measure

up to the high quality standard of Carrier.

Features of Panel :

o The panel are prefabricated with Poly Urethane Insulation material

o They are rigid and weather proof

o They are twice as good as Polystyrene or mineral wool

o The panels contains polyurethane Foam layer sandwiched between

the two plates under high pressure with automatic dosage, thus

forming a light, sturdy, efficient insulation.

o Panels are available in following thickness: 60mm, 80mm, 100mm,

120mm, 150mm.

Door :

Maintaining the high quality standards of Carrier, the Carrier Door is a carefully

engineered component of the Cold Room. The door sections are reinforced for

rigidity. The threshold is provided with durable Noryl. Swing doors, injected with

PUF are provided as standard. Sliding doors are available as options.

Floor :

Two types of floorings are offered

Floor panel finished with the aluminum chequered sheets

Recessed PUF slab insulation finished with tiles.

25

Major competitors of the company:

• Blue star

• Voltas

• Western

26

CHAPTER 5

THEORETICAL BACKGROUND.

27

Theoretical background

Promotion is term taken from Latin (Promovere) where it means moving from one

end to another. In marketing, promotion means all those tools that a marketer uses

to take his products from factory to the customer and hence involves advertising,

sales promotion, personal selling and public relations. Communication with

prospective and present customers. It is called as integrated marketing

communication.

Integrated Marketing Communication:

IMC is a way of looking at the whole marketing process from view point of

customer.

IMC consists of:

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Advertising:

Any Paid form of non personal presentation and promotion of ideas, goods, or

services by an identified sponsor.

Sales Promotion:

A variety of short term incentives to encourage trial or purchase of a product or

service.

Public Relation & Publicity:

Programs designed to promote or protect a company s image or individual

products

.

Personal Selling:

Face to face interaction with prospective purchaser for the purpose of making

answering questions, and procuring orders.

Direct and Interactive Marketing:

Use of mail, telephone, fax, e-mail, or internet to communicate directly with or

solicit response or dialogue from specific customer or prospects.

SALES PROMOTION:

In marketing, sales promotion is one of the five aspects of promotion. The other

four parts of the promotional mix are advertising, personal selling,

publicity/public relations, and direct &interactive marketing. Sales promotions are

non-personal promotional efforts that are designed to have an immediate impact

on sales. Sales promotion is media and non-media marketing communications

29

employed for a pre-determined, limited time to increase consumer demand,

stimulate market demand or improve product availability.

Examples include:

• coupons

• discounts and sales

• contests

• point of purchase displays

• rebates

Whereas advertising gives a reason to buy, Sales promotion offers an incentive to

buy.

Sales promotion can be directed at either the customer, own sales staff, or

distribution channel members .

Sales promotions targeted at the consumer are called consumer sales

promotions. For example: Samples, coupons, cash refunds, price offs, prizes etc.

Sales promotions targeted at retailers and wholesalers are called trade sales

promotions. For example: Prices offs, advertising allowances, and free goods etc.

Sales promotions targeted at company s own sales force are called as sales-force

promotion. For example: Trade shows, conventions, contests for sales

representatives and specialty advertisements.

PURPOSE OF SALES PROMOTION:

Sales-promotion tools vary in their specific objectives. Though some common

objectives are:

• Stimulate consumer trial

• To reward loyal customers

• To increase the repurchase rate of occasional buyers

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• To attract brand switchers

• Enables manufacturers to adjust to short term variation in supply and

demand

• Promote greater consumer price awareness.

Trade Sales Promotion Techniques include:

Trade Allowances: short term incentive offered to customers

Dealer Loader: An incentive given to induce a dealer to purchase and display a

product.

Trade Contest: A contest to reward dealer that sell the most product.

Point-of-purchase displays: Extra sales tools given to dealers to boost sales

Training Programs: dealer employees are trained in selling the product

Push Money: also known as spiffs. An extra commission paid to dealer

employees to push products.

TYPES OF SALES PROMOTION FOR REFRIGERATION

PRODUCTS.

The above mentioned theory is a general approach for sales and promotion Now

being more specific the sales promotion techniques or tools for refrigeration

products will be discussed .The most significant sales promotion activities for

many industrial marketers are as follows,

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1. Trade show exhibits:

Are basically used to meet potential customers, discover new product applications,

introduce new products, demonstrate non portable equipments, aid and attract new

dealers, and match competitive efforts

2. Catalogues:

Catalogs are another important components of promotional strategy for a number

of industrial marketers. The catalogs serve the purpose of producing orders,

developing recognition, generating request for information, stimulating invitations

to bid and getting marketers product specification adopted by as many firms as

possible.

While designing the catalogue the marketers take into account who are its

principal users and what type of information they hope to be present in the

catalogues.

3. Letters:

Letters are also a useful sales promotion activity if properly composed and

properly timed. If not , they may have a negative effect. It is probably advisable to

place to place responsibility for promotional letters in a specialized unit, although

almost every division and department of a business usually participates by

supplying information to the unit.

4. Promotional novelties:

They are secondary means of sales promotion but are often effective as continuing

reminders of the marketer and his products. Both promotional novelties and

entertainment can be useful in smoothing the process of market development as

well as negotiations with customers.

6. Public relations:

Essence of public relations is proper conduct of a firm s relationship

with the various subgroups which compose its general public. This requires

thorough study of the way in which the company s operations affects each of these

32

groups and a comprehensive program for responding in a positive way to each of

them.

Sales promotion for refrigeration products implemented at

Carrier :

1. Letters.

2. Catalogues.

3. Public relations.

4. E-mails

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CUSTOMER OVERVIEW

Under this chapter a cautious attempt is made to take a customer overview of the

company. As clear by now Carrier deals in refrigeration products and hence its

customers are Ice-cream, Floriculture, Pharmaceutical, Food Industries.

To make the customer overview more focused and concrete the company

wanted to concentrate on three key issues which are directly associated with the

companies CRM(customer relationship management) and functionality of the

companies product range .These key issues on which customer feedback is taken

are as stated below,

1. Price of the product

2. After sales service for the products

3. New product introduced in the market.

In this study an attempt is made to take feedback of the customers on the above

mentioned parameters and then these feedbacks are separately analyzed to reach

some sort of concrete conclusion.

The major reason for company showing concern for these issues is that company

wants to know whether their product price is competitive, whether the customers

are satisfied with the after sales service , and their opinion on the new product to

find the acceptability level of their newly launched products.

All the companies visited during the course of the project are represented along

with their comments or feedbacks on the above said parameters.

It is taken to the notice that under this study a common customer overview is

taken for all the specified products i.e. each product is not treated separately for

price , after sales service , and new products.

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CHAPTER 6

RESEARCH METHODOLOGY.

35

RESEARCH METHODOLOGY

Managers need information in order to introduce products and services that create

value in the mind of the customer. But the perception of value is a subjective one,

and what customers value this year may be quite different from what they value

next year. As such, the attributes that create value cannot simply be deduced from

common knowledge. Rather, data must be collected and analyzed. The goal of

marketing research is to provide the facts and direction that managers need to

make their more important marketing decisions. To maximize the benefit of

marketing research, those who use it need to understand the research process and

its limitations.

Marketing Research vs. Market Research

These terms often are used interchangeably, but technically there is a difference.

Market research deals specifically with the gathering of information about a

market's size and trends. Marketing research covers a wider range of activities.

While it may involve market research, marketing research is a more general

systematic process that can be applied to a variety of marketing problems.

The Value of Information

Information can be useful, but what determines its real value to the

organization? In general, the value of information is determined by:

The ability and willingness to act on the information.

The accuracy of the information.

The level of indecisiveness that would exist without the

information.The amount of variation in the possible results.

The level of risk aversion.

The reaction of competitors to any decision improved by the

information.

The cost of the information in terms of time and money.

36

The Marketing Research Process

Once the need for marketing research has been established, most

marketing research projects involve these steps:

1. Define the problem

2. Determine research design

3. Identify data types and sources

4. Design data collection forms and questionnaires

5. Determine sample plan and size

6. Collect the data

7. Analyze and interpret the data

8. Prepare the research report

Problem Definition

The decision problem faced by management must be translated into a market

research problem in the form of questions that define the information that is

required to make the decision and how this information can be obtained. Thus, the

decision problem is translated into a research problem. For example, a decision

problem may be whether to launch a new product. The corresponding research

problem might be to assess whether the market would accept the new product. The

objective of the research should be defined clearly. To ensure that the true

decision problem is addressed, it is useful for the researcher to outline possible

scenarios of the research results and then for the decision maker to formulate

plans of action under each scenario.

Research Design

Marketing research can classify in one of three categories:

Exploratory research

Descriptive research

These classifications are made according to the objective of the research. In some

cases the research will fall into one of these categories, but in other cases different

phases of the same research project will fall into different categories. Exploratory

research has the goal of formulating problems more Precisely, clarifying concepts,

37

gathering explanations, gaining insight, eliminating impractical ideas, and forming

hypotheses.

Exploratory research can be performed using a literature search, surveying certain

people about their experiences, focus groups, and case studies. When surveying

people, exploratory research studies would not try to acquire a representative

sample,

Whether the data is useful in the research study.

How current the data is and whether it applies to time period of interest. Errors

and accuracy - whether the data is dependable and can be verified.

Presence of bias in the data. Specifications and methodologies used, including

data collection method, response rate, quality and analysis of the data, sample size

and sampling technique, and questionnaire design. Objective of the original data

collection.

Nature of the data, including definition of variables, units of measure, categories

used, and relationships examined.

Primary Data

Often, secondary data must be supplemented by primary data originated

specifically for the study at hand. Some common types of primary data are:

Demographic and socioeconomic characteristics

Psychological and lifestyle characteristics

Attitudes and opinions

Awareness and knowledge - for example, brand awareness

Intentions - for example, purchase intentions. While useful, intentions are not a

reliable indication of actual future behavior.

Motivation - a person's motives are more stable than his/her

behavior, so motive is a better predictor of future behavior than is past behavior.

event within the same time interval over time. Cohort analyses are useful for long-

term forecasting of product demand. Causal research seeks to find cause and

affect relationships between variables. It accomplishes this goal through

laboratory and

field experiments.

38

Data Types and Sources Secondary Data

Before going through the time and expense of collecting primary data, one should

check for secondary data that previously may have been collected for other

purposes but that could be used in the immediate study. Secondary data may be

internal to the firm, such

as sales invoices and warranty cards, or may be external to the firm such as

published data or commercially available data. The government census is a

valuable source of secondary data.

Secondary data has the advantage of saving time and reducing data gathering

costs. The disadvantages are that the data may not fit the problem perfectly and

that the accuracy may be more difficult to verify for secondary data than for

primary data. Some secondary data is republished by organizations other than the

original source. Because errors can occur and important explanations may be

missing in republished data, one should obtain

secondary data directly from its source. One also should consider who the source

is and whether the results may be biased. There are several criteria that one should

use to evaluate secondary data. but rather, seek to interview those who are

knowledgeable and who might be able to provide insight concerning the

relationship among variables. Case studies can include contrasting situations or

benchmarking against an organization known for its excellence. Exploratory

research may develop hypotheses, but it does not seek to test them. Exploratory

research is characterized by its flexibility. Descriptive research is more rigid than

exploratory research and seeks to describe users of a product, determine the

proportion of the population that uses a product, or predict future demand for a

product. As opposed to exploratory research, descriptive research should define

questions, people surveyed, and the method of analysis prior to beginning data

collection. In other words, who, what, where, when, why, and how aspects of the

research should be defined. Such preparation allows one the opportunity to make

any required changes before the costly process of data collection has begun.

There are two basic types of descriptive research: longitudinal studies and cross-

sectional studies. Longitudinal studies are time series analyses that make repeated

39

measurements of the same individuals, thus allowing one to monitor behavior

such as brand switching. However, longitudinal studies are not necessarily

representative since many people may refuse to participate because of the

commitment required. Cross-sectional studies sample the population to make

measurements at a specific point in time. A special type of cross-sectional analysis

is a cohort analysis, which tracks an aggregate of individuals who experience the

same Behavior Primary data can be obtained by communication or by observation.

Communication involves questioning respondents either verbally or in writing.

This method is versatile, since one needs only to ask for the information; however,

the response may not be accurate. Communication usually is quicker and cheaper

than observation. Observation involves the recording of actions and is performed

by either a person or some mechanical or electronic device. Observation is less

versatile than communication since some attributes of a person may not be readily

observable, such as attitudes, awareness, knowledge, intentions, and motivation.

Observation also might take longer since observers may have to wait for

appropriate events to occur, though observation using scanner data might be

quicker and more cost effective. Observation typically is more accurate than

communication. Personal inte rviews have an interviewer bias that mail-in

questionnaires do not have. For example, in a personal interview the respondent's

perception of the interviewer may affect the responses.

40

CHAPTER 7

DATA ANALYSIS.

41

DATA ANALYSIS

Analysis of sales promotion reports

Sales promotion reports are analyzed on the basis of interaction with the persons

contacted to find how many of them have given a positive response to the

products of the

company, how many of them have given negative response to the products of the

company.

1. Companies given positive response .

2. Companies given negative response.

Name of companies No of Respondents Market share in PuneCarrier 25 25%Bluestar 36 36%Voltas 28 28%Western 11 11%Total 100 100%

Market share in pune

05

10152025303540

carri

er

bluesta

r

volta

s

weste

rn

No. of respondent

42

Are you satisfied with price of product ?

YES NONo of respondents 9 16

Satisfaction Level

02468

1012141618

YES NO

No ofrespondent

Interpretation :

Most of the customers are not satisfied with price of product.

43

Are you satisfied with quality of product ?

YES NONo of respondents 22 3

0

5

10

15

20

25

YES NO

No ofrespondent

88 % of customers are satisfied with quality of product

YES

NO

44

Interpretation : Most of the customers are satisfied with quality of product.

Are you satisfied with packaging of the products?

YES NONo of respondents 9 16

0

2

4

6

8

10

12

14

16

YES NO

No of respondents

64% of the customer are not satisfied with packaging of the product.

45

YES

NO

Interpretation :

Most of the customer are not satisfied with packaging of the product.

Are you satisfied with overall dealing with company ?

YES NONo of respondents 12 13

11.4

11.6

11.8

12

12.2

12.4

12.6

12.8

13

YES NO

No of respondents

46

Interpretation :

Some of the customer are not satisfied with overall dealing .

Customer overview on various parameters

COMPANY NAME AFTER SALES

SERVICE

NEW

PRODUCT

1 Kaware Ice-cream After sales service is

AVERAGE

New product is

GOOD

2 Dinshaws Ice-cream After sales service is

EXCELLENT

New product is

OUTSTANDING

3 Leo Ice-cream After sales service is

AVERAGE

New product is

GOOD

4 Frozen delight Ice-cream After sales service is

OUTSTANDING

New product is

OUTSTANDING5 Mamta Ice-cream center After sales service is

OUTSTANDING

New product is

EXCELLENT

47

6 Aqua Ice product ltd. After sales service is

AVERAGE

New product is

OUTSTANDING7 Snowball Ice-cream ltd. After sales service is

EXCELLENT

New product is

GOOD8 Venkeys food ltd After sales service is

OUTSTANDING

………

9 Katraj dairy ltd. After sales service is

EXCELLENT

………

10 Gits food pvt. Ltd. After sales service is

OUTSTANDING

………

11 Pushpa mastani house After sales service is

OUTSTANDING

New product is

EXCELLENT12 Venkateshwara

Hatcheries pvt ltd.

After sales service is

AVERAGE

………

13 Professional Agro pvt.

Ltd.

After sales service is

OUTSTANDING

………

14 More Florist pvt. Ltd. After sales service is

EXCELLENT

……...

15 Azealed Orchid

floriculture

After sales service is

AVERAGE

………

16 Deshpande floriculture After sales service is

OUTSTANDING

………

17 Hitech floriculture After sales service is

EXCELLENT

………

18 Sai floriculture After sales service is

AVERAGE

………

19 Sadyovan agritech After sales service is

EXCELLENT

………

20 Floral paradise After sales service is

OUTSTANDING

………

21 Emcure pharma ltd. After sales service is

EXCELLENT

………

22 Serum Institute of India

td

After sales service is

OUTSTANDING

………

23 Nature pharma ltd. After sales service is

AVERAGE

………

24 Eisen pharmaceutical ltd. After sales service is

OUTSTANDING

………

25 Pradeep sweets pvt.ltd. After sales service is

OUTSTANDING

New product is

OUTSTANDING

48

Interpretation :

Most of the customers are satisfied with newly launched product &

after sales service provided by company.

49

FINDINGS

According to data analysis,

• Most of the customers are satisfied with quality of the product.

• High price of the products affect most of the customer.

• Most of the customers are not satisfied with packaging of the product.

• Most of the customers are satisfied with newly launched product & after

sales service provided by the company.

• Some of the entire customers are not satisfied with dealing with company.

CHAPTER 8

FINDINGS.

50

51

LIMITATIONS

Some of the major drawbacks that were faced during the course of this

study were as follows ,

1. Due to time constraints only industries pertaining to pune and surrounding pune

were considered for sales promotion and to take a customer overview.

2. Other limitation of this study was that since the company do not possess a

strong brand in this sector some of the customers were reluctant to accept the

products compared to its competitors counterpart.

CHAPTER 9

LIMITATIONS

52

53

RECOMMENDATION

• There is a need of fast improvement in technology sphere.

• There is a need for improvement in the management, productivity,

capacity utilization, and customer satisfaction and to meet global

competition.

• Management has to look and work on the cost of production. The efforts

have to take on reducing cost of production.

• Improvement in the packaging of material must take place.

CHAPTER 10

RECOMMENDATION.

54

• There is vast scope for products, so effective marketing strategy must

implement.

• Proper planning, controlling will help overall increase sale of product.

• Company should focus on building a strong brand image in the minds of

customer

55

CONCLUSION

As the project is completed in two phases i.e. primary and secondary the

conclusion is

written in correspondence to this

I) Primary Stage :

• The market scenario for refrigeration product is motivating since

it can be observed that such products have huge demand and application .

• Thus sales promotion can be one of the efficient tool for boosting the sales

of

the company.

CHAPTER 11

CONCLUSION.

56

II) Secondary Stage :

• Majority of the customers are not satisfied with the price offered by the

company for its products.

• Most of the customers are satisfied with the after sales service provided

by the company for its products.

• And almost all the customer visited are satisfied with the newly launched

products and the features possessed by these products.

CHAPTER 13

ANNEXURE.

57

Questionnaires 1) Name of the firm:-……………………………………………….

2) Are you selling frozen products?

a)yes b) No

3) Which type of products you are selling?

a)Ice-cream b)Vegfrozen c)Flowers d) Others

4) Which companies refrigeration system are you using?

a)Voltas b)Blue star c)Western d)Carrier

5) Are you satisfied with price of carrier refrigeration system?

a)Yes b)No

6) Are you satisfied with quality of carrier refrigeration system?

a)Yes b)No

58

7) Are you satisfied with packaging of carrier refrigeration system?

a)Yes b)No

8) What are your views about the after sales service provided by company ?

a)Average b)Good c)Excellent d)Outstanding

9) What are your views about the new product launched by the company ?

a)Average b)Good c)Excellent d)Outstanding

10) Would you like to give any suggestions for company ?

…………………………………………………………………………

59

BIBLIOGRAPHY

Marketing Management -Philip Kotler.

Marketing Management - Dr. Rajan Saxena.

Research Methodology - C R Kothari.

www.carrierindia.com

CHAPTER 12

BIBLOGRAPHY.

60

61

62