8/12/2019 4.Advertising and Sales India Bulls http://slidepdf.com/reader/full/4advertising-and-sales-india-bulls 1/57 INTRODUCTION As we spread wings to expand our capabilities and explore new horizons, the fundamental focus remains unchanged: seek out the best technology in the world and put it at the service of our ultimate user: our customer." Promotion is true that products are manufactured to satisfy the needs of the consumers. ut alone is not enough. !oday the responsibility of the manufacturers does not cease with physical production whatever may be the nature of the product. !he present day marketers are consumer oriented where it is the duty of the manufacturers to know from where, when, how and what price the products would be available. uccessful marketing consists in offering the right product of the right price of the right place #and time$ with right promotion. %n course of time, various activities came into vogue designed particularly to help easy sale of goods. !hese activities commonly known as promotional &ix. !he marketing communication &ix also called as the 'Promotion &ix( consists of four ma)or tools. *. Advertising. +. ales Promotion . Publicity -. Personal elling enerally marketing communication is undertaken to pass on the message of a product or sale to the ultimate consumers. !hus, there are three elements in this process. !he purpose of advertising is motivating but to sell something a product, a service on %/0%A122 . !he real ob)ective of advertising is effective communication between producers and consumers. %n other words the ultimate purpose all advertising is '%ncreased awareness( list of the following specific ob)ectives of advertising. !he process of selling is ensured by personal selling supposed by advertising and sales promotion. 3f these three methods personal selling occupies the predominant role mainly because of the personal element involves. %t may be described as 1
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As we spread wings to expand our capabilities and explore new horizons, the fundamental
focus remains unchanged: seek out the best technology in the world and put it at the
service of our ultimate user: our customer."
Promotion is true that products are manufactured to satisfy the needs of the
consumers. ut alone is not enough. !oday the responsibility of the manufacturers does
not cease with physical production whatever may be the nature of the product. !he
present day marketers are consumer oriented where it is the duty of the manufacturers toknow from where, when, how and what price the products would be available. uccessful
marketing consists in offering the right product of the right price of the right place #and
time$ with right promotion.
%n course of time, various activities came into vogue designed particularly to help
easy sale of goods. !hese activities commonly known as promotional &ix. !he marketing
communication &ix also called as the 'Promotion &ix( consists of four ma)or tools.
*. Advertising.
+. ales Promotion
. Publicity
-. Personal elling
enerally marketing communication is undertaken to pass on the message of a product or sale to the ultimate consumers. !hus, there are three elements in this process.
!he purpose of advertising is motivating but to sell something a product, a service
on %/0%A 122 . !he real ob)ective of advertising is effective communication between
producers and consumers. %n other words the ultimate purpose all advertising is
'%ncreased awareness( list of the following specific ob)ectives of advertising.
!he process of selling is ensured by personal selling supposed
by advertising and sales promotion. 3f these three methods personal selling occupies the
predominant role mainly because of the personal element involves. %t may be described as
!he publicity is derived as 'Any form of commercially significant news about a
product, and institution, a service, or a person published % a space or radio i.e. not paid for
by the sponsor(. %n short advertisement is paid form of publicity. %t is to be noted here thatthough the terms 9A0 45!% %/ ; A/0 ; Publicity9 or differences in the field of
marketing, both are used interchangeably.
!he media are broadly classified into direct indirect. 0irect method of advertising
refers to such methods used by the advertiser with which he could establish a direct
contact with the prospects. &ost of the media are indirect in nature 4<: =ree Publicity,
3ne of the important tools for conducting marketing researching is the
availability of necessary and useful data. 0ata collection is more of an than science themethods of marketing research are in a way the methods of data collection. !he
sources of information fall under two categories.
I"ter"a# s$ur%es:
4very company has to keep certain records such as accounts, records, reports,
etc., these records provide sample information which can organizations usually keeps
collecting in its working.
E&ter"a# s$ur%es :
>hen internal records are insufficient and re7uired information is not available,
the organizations will have to depend on external sources. !he external sources of data
are:
Pr'(ar) *ata:
Primary data are data gathered for a specific purpose or for a specific research
report.
=or systematically collecting the data the closed end 7uestionnaire is used. !he
7uestionnaire consists of 7uestions relating to various aspects of the study for proper
data collection the 7uestionnaire is divided into + sections. oth the sections are meant
for the respondent only.
Se%$"*ar) *ata:
econdary data are data that are collected for another purpose and already exist
somewhere. 0ata pertaining to company is collected from company web site company
catalogues and magazines. !he company profile gives a detailed report of history
A survey is a complete operation, which re7uires some technical knowledge
survey methods are mostly personal in character. urveys are best suited forgetting primary data. !he researcher obtains information from the respondents by interviewing
them.
SA PLIN!:
%t is not always necessary to collect data from whole universe. A small
representative sample may serve the purpose. A sample means a small group should be
emanative cross section and really 'representative( in character. !his selection process
is called sampling.
SA PLE SI,E:
amples are devices for learning about large masses by observing a few individuals.
!he selected sample is ?@.
!he data collected from both the primary and secondary sources is tabulated
and presented in a systematic from prior to classification and interpretation.
!he method adopted here is random sampling method. A random sample is one
where each item in the universe has as e7ual chance of known opportunity of beingselected.
RESEARCH INSTRU ENT
.UESTIONNAIRE:
A uestionnaire is carefully completed logical se7uence of 7uestion
directed to a define ob)ective. %t is the out line of what information is re7uired and the
framework on which the data is built upon. uestionnaire is son commonly used insecuring market information that its preparation deserves utmost skill and care.
FOR S OF .UESTIONS
OPEN ENDED .UESTIONS :
!hey are descriptive in nature. 5espondents are allowed to answer in their own
words. uch 7uestions buying the actual opinion of the respondent r
5egarding a product.
CLOSED ENDED .UESTIONS :
!hey are not descriptive in nature. !hey will be given certain choices and the
respondents have to choose choice among them. !hey make analysis easy but
3ne of the important tools for conducting marketing researching is the
availability of necessary and useful data. 0ata collection is more of an than science the
methods of marketing research are in a way the methods of data collection. !he
sources of information fall under two categories.
I"ter"a# s$ur%es:
4very company has to keep certain records such as accounts, records, reports,
etc., these records provide sample information which can organizations usually keeps
collecting in its working.
E&ter"a# s$ur%es :
>hen internal records are insufficient and re7uired information is not available,
the organizations will have to depend on external sources. !he external sources of data
are:
Pr'(ar) *ata:
Primary data are data gathered for a specific purpose or for a specific research
report.
=or systematically collecting the data the closed end 7uestionnaire is used. !he
7uestionnaire consists of 7uestions relating to various aspects of the study for proper
data collection the 7uestionnaire is divided into + sections. oth the sections are meant
for the respondent only.
Se%$"*ar) *ata:
econdary data are data that are collected for another purpose and already exist
somewhere. 0ata pertaining to company is collected from company web site companycatalogues and magazines. !he company profile gives a detailed report of history
!he method adopted here is random sampling method. A random sample is onewhere each item in the universe has as e7ual chance of known opportunity of being
selected.
RESEARCH INSTRU ENT
.UESTIONNAIRE:
A uestionnaire is carefully completed logical se7uence of 7uestion
directed to a define ob)ective. %t is the outline of what information is re7uired and theframework on which the data is built upon. uestionnaire is son commonly used in
securing market information that its preparation deserves utmost skill and care.
FOR S OF .UESTIONS
OPEN ENDED .UESTIONS :
!hey are descriptive in nature. 5espondents are allowed to answer in their own
words. uch 7uestions buying the actual opinion of the respondent r
5egarding a product.
CLOSED ENDED .UESTIONS :
!hey are not descriptive in nature. !hey will be given certain choices and the
respondents have to choose choice among them. !hey make analysis easy but
Promotion is true that products are manufactured to satisfy the needs of the
consumers.. ut alone is not enough. !oday the responsibility of the manufacturers doesnot cease with physical production whatever may be the nature of the product. !he
present day marketers are consumer oriented where it is the duty of the manufacturers to
know from where, when, how and what price the products would be available. uccessful
marketing consists in offering the right product of the right price of the right place #and
time$ with right promotion.
%n course of time, various activities came into vogue designed particularly to help
easy sale of goods. !hese activities commonly known as promotional &ix. !he marketing
communication &ix also called as the 'Promotion &ix( consists of four ma)or tools.
?. Advertising.
B. ales Promotion
C. Publicity
D. Personal elling
AR ETIN! CO UNICATION PROCESS :
enerally marketing communication is undertaken to pass on the message of a
product or sale to the ultimate consumers. !hus, there are three elements in this process.
I PORTANCE OF ADVERTISIN!:
!he purpose of advertising is motivating but to sell something a product, a service
or an %/0%A 122 . !he real ob)ective of advertising is effective communication
between producers and consumers. %n other words the ultimate purpose all advertising is
'%ncreased awareness( list of the following specific ob)ectives of advertising.
!o help salesman by building on awareness of a product among retailers
!o increase the fre7uency use of a product.
!o build overall company image
!o build brand recognition
PERSONAL SELLIN!
!he process of selling is ensured by personal selling supposed
by advertising and sales promotion. 3f these three methods personal selling occupies the
predominant role mainly because of the personal element involves. %t may be described as
a personal source rendered to the community in connection with marketing of goods. %t is
a marketing process with which consumers are personally persuaded to by goods and
services offered by a manufacturer. !he most powerful element in the promotional mix is
salesman ship, is not something very new. 4ven centuraries ago salesman ship was practiced in reece and 5ome. According to Peter 0rucker 6yrus &ecornie was the first
difference was between immovable property, which would transfer title along with the
land, and movable property, which a person would retain title to. !he oldest use of the
term "5eal 4state" that has been preserved in historical records was in *BBB. !his use of
"real" also reflects the ancient and feudal preference for land , and the ownership #and
owners$ thereof.
ome people have claimed that the word real in this sense is descended #like =renchroyal and panish real $ from the 2atin word for HkingH. %n thefeudal system #which has
left many traces in the common law $ the king was the owner of all land, and everyone1+
%n ritish usage, 'real property(, often shortened to )ust 'property(, generally refers to
land and fixtures, while the term 'real estate( is used mostly in the context of probate law,
and means all interests in land held by a deceased person at death , excluding interests in
money arising under a trust for sale of or charged on land.
ee 5eal property for a definition and 4state agent for a description of the practice in the
1F.
REAL ESTATE IN E<ICO AND CENTRAL A ERICA
!he real estate business in &exico and 6entral America is different from the way that it is
conducted in the 1nited tates.
ome similarities include a variety of legal formalities #with professionals such as real
estate agents generally employed to assist the buyer$I taxes need to be paid #but typically
less than those in 1. .$I legal paperwork will ensure titleI and a neutral party such as a
title company will handle documentation and monies in order to make the smooth
exchange between the parties. %ncreasingly, 1. . title companies are doing work for 1. .
buyers in &exico and 6entral America.
Prices are often much cheaper than most areas of the 1. ., but in many locations, prices
of houses and lots are as expensive as the 1. ., one example being &exico 6ity. 1. .
banks have begun to give home loans for properties in &exico, but, so far, not for other
2atin American countries.
3ne important difference from the 1nited tates is that each country has rules regarding
where foreigners can buy. =or example, in &exico, foreigners cannot buy land or homes
within ?@ km of the coast or *@@ km from a border unless they hold title in a &exican6orporation or a =ideicomiso #a &exican trust$. %n Gonduras, however, they may buy
beach front property directly in their name. !here are different rules regarding certain1-
corporation that owns the property, giving each resident the right to
occupy a specific apartment or unit.• emi8detached dwellings
o 0uplex 8 !wo units with one shared wall.
• ingle8family detached home
• Portable dwellings
o &obile homes 8 Potentially a full8time residence which can be #might not
in practice be$ movable on wheels.
o Gouseboats 8 A floating home
o !ents 8 1sually very temporary, with roof and walls consisting only of
fabric8like material.
!he size of an apartment or house can be described in s7uare feet or meters . %n the 1nited
tates, this includes the area of "living space", excluding the garage and other non8living
spaces. !he "s7uare meters" figure of a house in 4urope may report the total area of the
walls enclosing the home, thus including any attached garage and non8living spaces,
which makes it important to in7uire what kind of surface definition has been used.
%t can be described more roughly by the number of rooms. A studio apartment has a
single bedroom with no living room #possibly a separate kitchen$. A one8bedroomapartment has a living or dining room separate from the bedroom. !wo bedroom, three
bedroom, and larger units are common. #A bedroom is defined as a room with a closet for
clothes storage.$
ee 2ist of house types for a complete listing of housing types and layouts, real estate
trends for shifts in the market and house or home for more general information.
ar>et se%t$r ?a#ue
According to The Economist , "developed economies H" assets at the end of +@@+ were the
%ndiabulls is %ndia9s leading =inancial and 5eal 4state 6ompany with a wide
presence throughout %ndia. !hey ensure convenience and reliability in all their products
and services. %ndiabulls has over B-@ branches all over %ndia. !he customers of %ndiabulls
are more than -,?@,@@@ which covers from a wide range of financial services and
products from securities, derivatives trading, depositary services, research N advisory
services, consumer secured N unsecured credit, loan against shares and mortgage Nhousing finance. !he company employs around -@@@ 5elationship managers who help the
clients to satisfy their customized financial goals. %ndiabulls entered the 5eal 4state
business in the year +@@? with its group of companies. 2arge scale pro)ects worth several
hundred million dollars are evaluated by them.
I"*'a@u##s F'"a"%'a# Ser?'%es Lt* is listed on the /ational tock 4xchange #/ 4$,
ombay tock 4xchange # 4$ and 2uxembourg tock 4xchange. !he (ar>et%a5'ta#' at'$" of %ndiabulls is around USD 2+ ('##'$" #+Oth0ecember, +@@B$.
6onsolidated "et $rt7 of the group is around USD / ('##'$" . %ndiabulls and its group
companies have attracted 1 0 ?@@ million of e7uity capital in =oreign 0irect %nvestment
#=0%$ since &arch +@@@. ome of the large shareholders of %ndiabulls are the largest
financial institutions of the world such as =idelity =unds, oldman achs, &errill 2ynch,
&organ tanley and =arallon 6apital.
%ndiabulls roup is one of the top business houses in the country with business interests
in 5eal 4state, %nfrastructure, =inancial ervices, 5etail, &ultiplex and Power sectors.
%ndiabulls roup companies are listed in %ndian and overseas financial markets. !he
/etworth of the roup exceeds 1 0 billion. %ndiabulls has been conferred the status of
a ' usiness uperbrand( by !he rand 6ouncil, uperbrands %ndia.
2ife %nsurance, Asset &anagement and Advisory services. !he company is focused on
providing multiple financial services through an extensive network of consumer touch8
points covering !ier *, !ier + N !ier cities. %ndiabulls serves more than ?@@,@@@
customers across different financial products through its branch network, call centers N
the internet. %t also ranks among the top private sector financial services and banking
groups in terms of net worth.
5etailing in %ndia is gradually inching its way to becoming the next booming industry.
!he whole concept of shopping has changed in terms of consumer buying behavior and
leading to a revolution in shopping. &odern retail has entered %ndia in the form ofsprawling shopping centers, multi8storied lifestyle malls and huge complexes offer
shopping, entertainment and food all under one large roof.
A retail business works on a network environment as the stores connect to one another as
well as to supplier sites. !his is because in the retail business 7uick response is the key to
success. 5etail is buzzing with lot of excitement and euphoria. !he market is growing and
government policies are becoming more favorable and emerging technologies are
facilitating operations.
!he next few years will be amongst the most remarkable in the evolution of modern retail
in %ndia and tore 3ne 5etail %ndia 2td. is amongst those that have aspired to emerge into
this booming industry.
tore 3ne 5etail %ndia 2td. is the retail arm of %ndiabulls roup, a business conglomerate
catering to the entire %ndian consumption space.
tore 3ne 5etail operates on multiple retail formats in both value and lifestyle segment of
the %ndian consumer market.
!he company has forayed in multiple formats which include tore 3ne #in the process of
being re8branded$ 8 a chain of lifestyle stores, 'happy store( 8 a hyper format retail chain
offering great value for money on daily needs, apparels, home and appliances. !he
company already has operational stores at Pune, /agpur N =aridabad #/65$ .!he6ompany plans to stretch its footprint across the nation with the addition of more such
2ife %nsurance, Asset &anagement and Advisory services. !he company is focused on providing multiple financial services through an extensive network of consumer touch8
points covering !ier *, !ier + N !ier cities. %ndiabulls serves more than ?@@,@@@
customers across different financial products through its branch network, call centers N
the internet. %t also ranks among the top private sector financial services and banking
%ndiabulls ecurities 2imited is %ndia9s leading capital markets company with All8%ndia
Presence and an extensive client base. %ndiabulls ecurities is the first and only brokerage
house in %ndia to be assigned the highest rating E * by 65% %2. %ndiabulls ecurities
2td is listed on / 4, 4 N 2uxembourg stock exchange
I"*'a@u##s Rea# Estate L'('te*:
%ndiabulls 5eal 4state 2imited with pro)ects covering a total land area in excess of *@,@@@
acres is one of the largest listed real estate companies in %ndia and a leading national
player across multiple realty and infrastructure sectors. % 542 pro)ects include Gigh8end
3ffice and 6ommercial paces, Premium 5esidential 0evelopments, %ntegrated!ownships, 2uxury 5esorts and pecial 4conomic Qones. % 542 is partners with
internationally renowned consultants and construction companies for its developments at
various stages of execution.
St$re O"e Reta'# I"*'a Lt* :
5etailing in %ndia is gradually inching its way to becoming the next booming industry.
!he whole concept of shopping has changed in terms of consumer buying behavior and
leading to a revolution in shopping. &odern retail has entered %ndia in the form of
sprawling shopping centers, multi8storied lifestyle malls and huge complexes offer
shopping, entertainment and food all under one large roof.
A retail business works on a network environment as the stores connect to one another as
well as to supplier sites. !his is because in the retail business 7uick response is the key to
success. 5etail is buzzing with lot of excitement and euphoria. !he market is growing andgovernment policies are becoming more favorable and emerging technologies are
facilitating operations.
!he next few years will be amongst the most remarkable in the evolution of modern retail
in %ndia and tore 3ne 5etail %ndia 2td. is amongst those that have aspired to emerge into
this booming industry.
tore 3ne 5etail %ndia 2td. is the retail arm of %ndiabulls roup, a business conglomeratecatering to the entire %ndian consumption space.
Promotion is true that products are manufactured to satisfy the needs of theconsumers.. ut alone is not enough. !oday the responsibility of the manufacturers does
not cease with physical production whatever may be the nature of the product. !he
present day marketers are consumer oriented where it is the duty of the manufacturers to
know from where, when, how and what price the products would be available. uccessful
marketing consists in offering the right product of the right price of the right place #and
time$ with right promotion.
%n course of time, various activities came into vogue designed particularly to help
easy sale of goods. !hese activities commonly known as promotional &ix. !he marketing
communication &ix also called as the 'Promotion &ix( consists of four ma)or tools.
%n a general sense the sales promotion includes ' personal selling, advertising and
supplementary selling activities(.
E?a#uat'$" $ Sa#es Pr$($t'$":
!wo decades ago, there was no agreement among the marketing people that there
was a separate sales promotion function. %n those days, promotion was a 'share8 run to
gain a short run good(. !he importance of sales promotion is modern marketing has
increased mainly an account of its ability in promoting sales and preparing the ground for
future expansion. !he main ob)ective of sales promotion is to attract the prospective buyer
towards the product.
PUBLICITY
!he publicity is derived as 'Any form of commercially significant news about a
product, and institution, a service, or a person published % a space or radio i.e. not paid for
by the sponsor(. %n short advertisement is paid form of publicity. %t is to be noted here that
though the terms 9A0 45!% %/ ; A/0 ; Publicity9 or differences in the field of
marketing, both are used interchangeably.
!he media are broadly classified into direct indirect. 0irect method of advertisingrefers to such methods used by the advertiser with which he could established a direct
Another media under press publicity is magazines, and )ournals. !hey also offer goodfacility because magazines are read leisurely when the reader mentally prepared to receive
the advertisement.
&agazines are periodicals #periodicals of publication is regular$ but different from
news papers in two respects. 3ne is that it pre8selects, its readership through the nature its
content: as mentioned above they are read leisurely magazines, as a group may be
subdivided from the point of view of advertisers as follows:
'"*s $ $ut *$$r 5u@#'%'t):
Rura# A*?ert's'"6:
%t refers to posters which are often posted on walls. !he size of such poster would
be big and might contain pictures etc. %t is often found in cinema advertising.
A*?ert'se(e"t @$ar*s :
!hese advertisement or posters but are kept at certain fixed places especially at
points. >here people fre7uently assemble bus stages, railway stations etc., and ig
hoardings will be placed at various road sides with various offers using stars such as
achin 5amesh !endulkar and haruk Fhan who are the rand Ambassadors for
%/0%A 122 with various adds.
Ve7'%u#ar A*?ert's'"6:
!his refers to moving advertisements. !hese advertisements on moving vehicle
such as buses and railway trains offer examples of this. !his type of advertising has such a
very large circulation and is considered to be very effective.