A project report on Study of consumer buying behavior on HB services ..

8/12/2019 A project report on Study of consumer buying behavior on HB services ..

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A STUDY ON THE CONSUMER BUYING BEHAVIOROF THE hb services IN KolkaTAMARKET

APROJECTREPORTSubmittedtotheSRMSCHOOLOFMANAGEMENT

BYSURAJPANDEY

RegisterNumber:3510910817

UNDERTHEGUIDANCEOF

MS.S.SUJATHA(AsstProfessor,MBADepartment,SRMUniversity,Chennai)

InpartialfulfilmentoftherequirementsFortheAwardoftheDegreeOF

MASTER OF BUSINESS ADMINISTRATION(May, 2011]

SRMUNIVERSITY

Maincampus,

kattankulathur

Chennai603203


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BONAFIDE CERRIFICATECertified that this final year project report titled A STUDY ON THECONSUMER BUYING BEHAVIOR

OF THE hb services IN Kolkata MARKET

is the confide work of SURAJ PANDEY,REG. NO. 3510910817, Who

carried out the research under my supervision.

Certified further , that to the best of my knowledge the work

reported herein does not from part of any other project report or

dissertation on the basis of which a degree or award was conferred onan earlier occasion on any other candidate.

MS.S.SUJATHA DR. JAYSHREE SURESH

[PROJECT GUIDE] [DEAN]

This is to certify that the candidate was examined by us in the basis of

work/viva-voice examination held at SRM school of management,

kattankulathur.

External examiner:-


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DECLARATION

I MR. SURAJ PANDEY hereby declare that the project report

entitled consumer buying behaviour in market is done by me

under the guidance of MS.S.SUJATHA at HB ENTERTAINMENT

PVT LTD,KOLKATA is submitted in partial fulf ilment of the

requirements for the award of degree in master of business

management by the SRM UNIVERSITY.

DATE:-.......................

PLACE:-................................ SURAJ PANDEY


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ACKNOWLEDGEMENT

I would like to express our deepest gratitude and thanks to DR.

JAYSHREE SURESH, Head of the department for the her valuable

support in doing my project . she has been a source of encouragement

and guidance in our endeavours.

I would like to express my sincere thanks to MR. AMIT

KUMAR.[MARKETING MANAGER) AND MR RAJESH

KUMAR[BRANCH MANAGER] HB ENTERTAINMENT PVT. LTD., for

extending his cooperation, in spite of his busy schedule . I offer sincere

gratitude to him for giving all possible information and left no stonesunturned in making me understand the various aspects regarding

management .

I express our profound thanks to MS.S.SUJATHA ,project guide , for

her consistent encouragement and invaluable suggestion in completing

this project, without him the completion of this project would be

practically impossible.

I would also like to thank all the teaching and non teaching staff of the

department of SRM school of management, SRM university, who has

helped me whenever i have approached them with specific help .

I also thank the others in the management who decided my various

doubts and helped me understanding their respective department .

[SURAJ PANDEY]


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CONTENTS

CHAPTER TITLE

Chapter-1 1.1:- Introduction

1.2:- company profile

1.3:-Product profile

1.4:- Statement of

problem

1.5:- Objective of study

Chapter-2 2:- Review of Literature

Chapter-3 3.1:- Research Methodology

3.2:- Research Design

3.3:- Sample Size

3.4:- Data Collection Method


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Chapter-4 4:- Instrument to Collect data

4.1:- Analysis And

Interpretation

4.2:- Finding & Suggestion

4.3:- Conclusion

4.4:- Questionnaires

4.5:- Bibliography


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I

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http://en.wikipedia.org/wiki/File:Edo_period_advertising_in_Japan.jpg


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Introduction_____________________________________

Advertising is the promotion of a companys products and services carried

out primarily to drive sales of the products and services but also to build a

brand identity and communicate changes or new product /services to the

customers. Advertising has become an essential element of the corporate

world and hence the companies allot a considerable amount of revenues

as their advertising budget. There are several reasons for advertising

some of which are as follows:

Increasing the sales of the product/service Creating and maintaining a brand identity or brand image. Communicating a change in the existing product line. Introduction of a new product or service. Increasing the buzz-value of the brand or the company.

Thus, several reasons for advertising and similarly there exist various

media which can be effectively used for advertising. Based on these

criteria there can be several branches of advertising. Mentioned below are

the various categories or types of advertising:

Print Advertising Newspapers, Magazines, Brochures, Fliers

The print media have always been a popular advertising medium.

Advertising products via newspapers or magazines is a common practice.

In addition to this, the print media also offers options like promotional

brochures and fliers for advertising purposes. Often the newspapers and

the magazines sell the advertising space according to the area occupied

by the advertisement, the position of the advertisement (front

page/middle page), as well as the readership of the publications. For

instance an advertisement in a relatively new and less popular newspaperwould cost far less than placing an advertisement in a popular newspaper

with a high readership. The price of print ads also depend on the

supplement in which they appear, for example an advertisement in the

glossy supplement costs way higher than that in the newspaper

supplement which uses a mediocre quality paper.


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Outdoor Advertising Billboards, Kiosks, Tradeshows and Events

Outdoor advertising is also a very popular form of advertising, which

makes use of several tools and techniques to attract the customers

outdoors. The most common examples of outdoor advertising are

billboards, kiosks, and also several events and tradeshows organized by

the company. The billboard advertising is very popular however has to be

really terse and catchy in order to grab the attention of the passers by.

The kiosks not only provide an easy outlet for the company products but

also make for an effective advertising tool to promote the companysproducts. Organizing several events or sponsoring them makes for an

excellent advertising opportunity. The company can organize trade fairs,

or even exhibitions for advertising their products. If not this, the company

can organize several events that are closely associated with their field.

For instance a company that manufactures sports utilities can sponsor a

sports tournament to advertise its products.

Broadcast advertising Television, Radio and the Internet

Broadcast advertising is a very popular advertising medium that

constitutes of several branches like television, radio or the Internet.

Television advertisements have been very popular ever since they have

been introduced. The cost of television advertising often depends on the

duration of the advertisement, the time of broadcast (prime time/peak

time), and of course the popularity of the television channel on which the

advertisement is going to be broadcasted. The radio might have lost its

charm owing to the new age media however the radio remains to be the

choice of small-scale advertisers., which is evident in the fact that manypeople still remember and enjoy the popular radio jingles.


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COMPANY PROFILE

About Company

A journey of thousands of miles starts from a single step, to reach yourdestination. That destination has been achieved by H.B EntertainmentPrivate Limited. To fill the gap in the field of media with an idealorganization that treated entertainment as more than just a commercial.With the grace of almighty, we have successfully been able to establish an

organization that maintains and reflects standards of relevant and qualityentertainment and providing flounce opportunities in the corporate world.H.B Entertainment is the idea of Mr. Sanjay Kumar, who has shown theseed of media with zeal and zest and still continuing the progress ofunlimited successes and victories.

H B Entertainment has put all these colours on a single canvas and addingenormous feature in its cap....


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(1) Music composition under the name ofSargam Audio Pvt. Ltd.

PRODUCT OF HB ENTERTAINMENT PVT LTD.H.B Entertainment is spreading its wing towards more glorious world ofMedia moving rapidly towards its goal to touch its all parts including....

Print Media

24X7 Entertainment Channel

FM Radio 90.4

Online Service

SMS Services

Bhojpuri Caller tune leading mobile service provider

Entertainment Channel

It's like a complete package of entertainment for all the viewers.

Having the ability to sort out the unstable mood and hold them with

it. To retain your interest, it has prime time shows, Bollywood gup

shup, Business news along with Sports section, Comedy

shows to relax your mind, to hold the kids section having series of

carton and for women's beauty show, cookery shows, and serials like

Dulari, Beti, Gotia, Bhojpuria Express.

For old agers "Nirogyamantra,Prawachan......"And with all these

stuffs there are also some extraordinary reality show and talk

shows". Chanel can be Easily subscnbed on satellite networks.

These all are the mandatory part of the H.B Entertainment to build aworld around you. There are some extra ordinary task like H.B


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Entertainment has produced 9 moviesand one more movie is under

production. The serial Piya Ki "Dualari" is produced by our own

production team.

Mass Communication

Hamni Bhojpuria TV is the 24 hours pure Bhojpuri channel; its the 24hours satellite TV channel bringing the best of Bhojpuri entertainmentcontent, pure and exclusive in Bhojpuri.

The Hamni Bhojpuria tv will be transmitted across the Europe, Middle EastIndian sub continent and south East Asia and covers nearly 400 millionBhojpuri people.

Fm Radio

The Channel considered all the segments of listeners. It includes kids,adults, ladies special along with older ones. Some of them are as follows-

For Kids : For enhancing their mental ability we have "Quiz Shows:....For Youngsters :Shiksha and Rozgar, Campus Dhoom, College &Campus event round up.Ladies Express :Cookery Shows, Gossiping Session...

For Older Ones :Nirogyamantra, Prawachan & Doctor Consulting ShowsAlong with that for farmers we have program called "Apan Dharti ApanKhet", apart from that some business news and personal counseling.:

PROGRAM for KIDS

PROGRAM for YOUNGSTERS

PROGRAM for BUSINESSMEN

PROGRAM for LADIES

PROGRAM for OLDEGERS

SPECIAL PROGRAMMEE'S ON "SHIKSHAAND ROZGAAR"


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Yellow Pages

It provides information at your finger tips regarding any aspect justBeyond Your Thinking. Its Services in the following sector yellow pagesfor educational institutions, travailing and tourism, automobiles sector,hospitality sector and many more....

It would be the complete solution for all your queries regarding thepromotion of your business activity, across the country in the form ofboth text as well as audio and video (FM and T.V. channel) in the specialoffer of "COMBO PACK', which facilitate you desirable informationaccording to you demand

HB Entertainment Business Yellow Pages Categories :

Employment

Employment Employment Employment

Health and Wellness

Health and Wellness Health and Wellness Health and Wellness

Home Buyers

Home Buyers Home Buyers Home Buyers

Insurance

Insurance Insurance Insurance

Online Web Portals

Find information at a single click anywhere anytime. Life is not meant forexpoil for just find any thing which can be found easily. Inforamtion

technology and business are becoming inextricably interwoven. Don'tthink anybody can talk meaningfully about one without the talking aboutthe other.


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PRODUCT PROFILE

Entertainment Channel

It's like a complete package of entertainmentfor all the viewers. Having the ability to sort out

the unstable mood and hold them with it. To

retain your interest, it has prime time shows,

Bollywood gup shup, Business news along

with Sports section, Comedy shows to relax

your mind, to hold the kids section having

series of carton and for women's beauty show,

cookery shows, and serials like Dulari, Beti,

Gotia, Bhojpuria Express.

Mass Communication Institute

Hamni Bhojpuria TV is the 24 hours pure

Bhojpuri channel; its the 24 hours satellite TV

channel bringing the best of Bhojpuri

entertainment content, pure and exclusive in

Bhojpuri.

The Hamni Bhojpuriatv will be transmitted

across the Europe, Middle East Indian sub

continent and south East Asia and covers nearly

400 million Bhojpuri people.

F.M Radio

The Channel considered all the segments of

listeners. It includes kids, adults, ladies special

along with older ones. Some of them are as

follows-

For Kids :For enhancing their mental ability we

have "Quiz Shows:....

For Youngsters :Shiksha and Rozgar, Campus

Dhoom, College & Campus event round up.


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Yellow Pages

It provides information at your finger tips

regarding any aspect just Beyond Your

Thinking. Its Services in the following sector

yellow pages for educational instituions,

travailing and tourism, automobiles sector,

hospitality sector and many more....

Online Web Portals

Find information at a single click anywhere

anytime. Life is not meant for expoil for just

find any thing which can be found easily.

Inforamtion technology and business are

becoming inextricably interwoven. Don't think

anybody can talk meaningfully about one

without the talking about the other.
http://en.wikipedia.org/wiki/File:Auckland_Yellow_pages.jpghttp://en.wikipedia.org/wiki/File:Auckland_Yellow_pages.jpghttp://en.wikipedia.org/wiki/File:Auckland_Yellow_pages.jpghttp://en.wikipedia.org/wiki/File:Auckland_Yellow_pages.jpghttp://en.wikipedia.org/wiki/File:Auckland_Yellow_pages.jpg


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Advertisement proposal from HB Entertainment Pvt. Ltd.

Dear Sir/Madam,

I am feeling proud to inform you that HB Entertainment Pvt. Ltd. is acompany entered in the market with the best combination of businessverticals. We work with the policy of Give and take relation.

Basically we are upcoming TV channel; our TV channel will be launchingsoon by the name Hamni Bhojpuria TV. Hamni Bhojpuria TV is the 24hours pure Bhojpuri channel; its the 24 hours satellite TV channelbringing the best of Bhojpuri entertainment content, pure and exclusive inBhojpuri. Hamni Bhojpuria TV will be available on INSAT 2A.The Hamni Bhojpuria TV transmitted across the Europe, Middle EastIndian sub continent and south East Asia and covers nearly 400 millionBhojpuri people.

Our other business verticals are as following:

1.Entertainment channel2.FM Radio3.Yellow pages4.Online web portal

As we are a growing company, we are giving you the best deal with bestcompetitive prices in the market for advertising with us.

If you are joining with us on initial stage, I assure you that, you will begetting huge discountseven when TRP of our TV will be on highestlevel, this is because we are trying to make relation with the elitecompanies like you.

*Give your advertisement on our yellow pages now & we will give you thefree advertisement (or on nominal price) on our TV channel, Radio andspace on our web portal.


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Here is the price list for the space in our yellow pages:-

*Combo packs are also available with free advertisement on TV,

Radio & Web Portal. Discounts will be given on the type ofadvertisement space you choose.

Advertisement Products (

yellow page space)

Price (Rs.)

Front cover logo 2,40,000

Front gate fold 11,00000

Front inside cover 7,20000

Back inside cover 6,20000

Back cover 7,40000

Color page 1 5,40000





Index leader advt. 62000

Sponsor strip (index) 110000

Page header (classified page) 66000

Page header (color page) 15300

Tab page ( front page) 5,85000

Tab page (back page) 4,10000


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Yellow page advertising Boxes

WxH

In cm

Metropolitan city rates

B/W color

Boxes

Mini biz card 5.7x.80 6420 8130

Biz card 5.7x1 7900 9970

Biz card + 5.7x2 15800 19940

Biz stamp 5.7x3+logo 20630 26150

Biz

stamp +

5.7x3+logo 22700 28910

Biz stamp++ 5.7x4+logo 29600 37840

*Combo packs are also available with free advertisement on TV,Radio & Web Portal. Discounts will be given on the type ofadvertisement space you choose.


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Yellow page Advertising Display

Display WxH Metropolitan city rates

B/W color

Biz index 5.7x4.5+Logo 32945 40280

Biz index + 5.7x4.5+L 36050 45350

Biz catalog 5.7x6 45350 57450

Biz catalog + 5.7x9.3 57700 70670

Biz catalog ++ 5.7x14.1 80790 90990

Biz catalog +++ 11.7x9.3 99400 133450

Biz catalog ++++ 5.7x24.2 130800 164800

Biz multiplier 11.7x14.1 152800 195800

*Combo packs are also available with free advertisement on TV,Radio & Web Portal. Discounts will be given on the type ofadvertisement space you choose.


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Ref.No. .

Date..

COMBOPACKOFFER1. Booking made for more than Rs. 20000

Yellow Page [Biz card] for 1 yr

TV Ad [5 sec/15 day/3 Prime time,2 Non prime time (5

time)/day ]

FM Radio 90.4 [5 sec/15 days/2 time/day].

2. Booking made for more than Rs 50000

TV Add free [10 sec/15 days/3 time/a day] 2 prime time, 1

non prime time,

Scrolling add [50 Word/15 days/15 time/a day]

Web portal flash Ad for 1 yr

Yellow page [Biz Catalog] for 1 yr

FM radio 90.4 [5 sec jingles with production /15 days/3 prime

time,2 Non prime time (5 time)].

3. Booking made for more than Rs 40000

Yellow page (Five page Bottom Line add free) for 1 yr

TV Ad [15 sec/15 days/3 times/a day] 2 prime time, 1 non

prime time.

Web portal Flash display + scrolling ad. FM radio 90.4 [ 5 sec jingles with production/15 days/10

times/a day].

4. Booking Made for Prime Advertisement Product more than

300000.

Discount 10%

Free TV ad [15 sec/ 30 days/ 15 time/ a day] 9 prime time, 6

non prime time

Free Scrolling Ad [50 Words/ 30 days/15 time/ a days]


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FM radio 90.4 [ 5 sec jingles with production/30 days/5

times/a day].

Free Web Portal Space (Home page Display + Logo).

Yellow pages full color page front side.

STATEMENT OF PROBLEM

This research was conducted to analyzed the working process

about the customer satisfaction. We have used the field study

method for our research. This method was most suited to our area

of study because relevant information could be gathered in the

actual environment Various researches have been conducted in the

past that concluded that brand image has an effect on the

customers. So, we are going to find out whether products and

services also has an effect on customers.

OBJECTIVE OF STUDY

1)To know importance of promotional activity in the eye of

businessmen .

2)To know which type of advertisement prefer by businessmen .

3)To know market condition of promotional activity .

4)To know reaction of businessmen about up coming entertainment

channel .5)To give awareness of HB ENTERTAINMENT PVT LTD.

Primary Objective:

To know the influence of various Marketing Strategies, Promotional

Activities towards the customers ..

Secondary objective:

To know the effective factors for preferring advertisement.

To know the factor of awareness of the promotional activity.

To Study and analyze the Promotional Strategies of HBentertainment.


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To know whether the customers are satisfied with the offers given

by the HB entertainment.

To know which kind of offers can attract the new customers.

To find the area to be improved

To find out satisfaction of the customers. To find the reasons for the dissatisfaction

To study the channel levels involved in the promotion of HB

Entertainment.

TO study and analyze the customer's perception regarding the

usefulness/utility of Promotional Activity of HB Channel.

TO study and analyze the perception regarding the promotional

strategies of HB Entertainment.

.

LIMITATION OF STUDY

THE STUDY IS CONFINED TO KOLKATA MARKET ONLY .

1)Data collection has done by different person.

2)Primary data and secondary data are used in research analysis .3)Report is based on the information made available by the company ,

consultation with guides and self studies {internet &books}

4)Research report is not applicable for other industry .

NEED OF STUDY

Increasing the sales of the product/service Creating and maintaining a brand identity or brand image. Communicating a change in the existing product line. Introduction of a new product or service. Increasing the buzz-value of the brand or the company.


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CHAPTER-2

REV I EW OF L I TERATURE


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Thatdestination has been achieved by H.B Entertainment Private Limited.To fill the gap in the field of media with an ideal organization that treatedentertainment as more than just a commercial. With the grace ofalmighty, we have successfully been able to establish an organization thatmaintains and reflects standards of relevant and quality entertainmentand providing flounce opportunities in the corporate world.H.B Entertainment is the idea of Mr. Sanjay Kumar, who has shown theseed of media with zeal and zest and still continuing the progress of

unlimited successes and victories.

H B Entertainment has put all these colours on a single canvas and addingenormous feature in its cap....

(1) Music composition under the name ofSargam Audio Pvt. Ltd.

PRODUCT OF HB ENTERTAINMENT PVT LTD.H.B Entertainment is spreading its wing towards more glorious world of

Media moving rapidly towards its goal to touch its all parts including....

Print Media

24X7 Entertainment Channel

FM Radio 90.4

Online Service

SMS Services

Bhojpuri Caller tune leading mobile service provider

Covert Advertising Advertising in Movies

Covert advertising is a unique kind of advertising in which a product or a

particular brand is incorporated in some entertainment and media

channels like movies, television shows or even sports. There is no

commercial in the entertainment but the brand or the product is subtly(or sometimes evidently) showcased in the entertainment show. Some of


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the famous examples for this sort of advertising have to be the

appearance of brand Nokiawhich is displayed on Tom Cruises phone in

the movie Minority Report, or the use of Cadillaccars in the movie Matrix

Reloaded.

Surrogate Advertising Advertising Indirectly

Surrogate advertising is prominently seen in cases where advertising a

particular product is banned by law. Advertisement for products like

cigarettes or alcohol which are injurious to heath are prohibited by law in

several countries and hence these companies have to come up with

several other products that might have the same brand name and

indirectly remind people of the cigarettes or beer bottles of the same

brand. Common examples include Fosters and Kingfisher beer brands,which are often seen to promote their brand with the help of surrogate

advertising.

Public Service Advertising Advertising for Social Causes

Public service advertising is a technique that makes use of advertising as

an effective communication medium to convey socially relevant messaged

about important matters and social welfare causes like AIDS, energy

conservation, political integrity, deforestation, illiteracy, poverty and soon. David Oglivy who is considered to be one of the pioneers of

advertising and marketing concepts had reportedly encouraged the use of

advertising field for a social cause. Oglivy once said, "Advertising justifies

its existence when used in the public interest - it is much too powerful a

tool to use solely for commercial purposes.". Today public service

advertising has been increasingly used in a non-commercial fashion in

several countries across the world in order to promote various social

causes. In USA, the radio and television stations are granted on the basis

of a fixed amount of Public service advertisements aired by the channel.

Celebrity

Advertising

Although the audience is getting smarter and smarter and the modern

day consumer getting immune to the exaggerated claims made in a

majority of advertisements, there exist a section of advertisers that still

bank upon celebrities and their popularity for advertising their products.

Using celebrities for advertising involves signing up celebrities for


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An orientation, in the marketing context, related to a perception orattitude a firm holds towards its product or service, essentially concerningconsumers and end-users. Throughout history, marketing has changedconsiderably in conjunction with consumer tastes.

A formal approach to this customer-focused marketing is known as SIVA(Solution, Information, Value, Access). This system is basically the four Psrenamed and reworded to provide a customer focus. The SIVA Modelprovides a demand/customer-centric alternative to the well-known 4Pssupply side model (product, price, placement, promotion) of marketingmanagement.

Product Solution

Price Value

Place Access

Promotion Information

If any of the 4Ps were problematic or were not in the marketing factor of

the business, the business could be in trouble and so other companiesmay appear in the surroundings of the company, so the consumerdemand on its products will decrease.

Marketing research involves conducting research to support marketingactivities, and the statistical interpretation of data into information. Thisinformation is then used by managers to plan marketing activities, gaugethe nature of a firm's marketing environment and attain information fromsuppliers. Marketing researchers use statistical methods such asquantitative research, qualitative research, hypothesis tests, Chi-squared

tests, linear regression, correlations, frequency distributions, poissondistributions, binomial distributions, etc. to interpret their findings andconvert data into information. The marketing research process spans anumber of stages, including the definition of a problem, development of aresearch plan, collection and interpretation of data and disseminatinginformation formally in the form of a report. The task of marketingresearch is to provide management with relevant, accurate, reliable,valid, and current information.

A distinction should be made between marketing research and market

research. Market research pertains to research in a given market. As anexample, a firm may conduct research in a target market, after selecting
http://en.wikipedia.org/wiki/Quantitative_researchhttp://en.wikipedia.org/wiki/Qualitative_researchhttp://en.wikipedia.org/wiki/Statistical_hypothesis_testinghttp://en.wikipedia.org/wiki/Chi-square_testhttp://en.wikipedia.org/wiki/Chi-square_testhttp://en.wikipedia.org/wiki/Linear_regressionhttp://en.wikipedia.org/wiki/Correlation_and_dependencehttp://en.wikipedia.org/wiki/Frequency_distributionhttp://en.wikipedia.org/wiki/Poisson_distributionhttp://en.wikipedia.org/wiki/Poisson_distributionhttp://en.wikipedia.org/wiki/Binomial_distributionhttp://en.wikipedia.org/wiki/Marketing_researchhttp://en.wikipedia.org/wiki/Market_researchhttp://en.wikipedia.org/wiki/Market_researchhttp://en.wikipedia.org/wiki/Market_researchhttp://en.wikipedia.org/wiki/Market_researchhttp://en.wikipedia.org/wiki/Marketing_researchhttp://en.wikipedia.org/wiki/Binomial_distributionhttp://en.wikipedia.org/wiki/Poisson_distributionhttp://en.wikipedia.org/wiki/Poisson_distributionhttp://en.wikipedia.org/wiki/Frequency_distributionhttp://en.wikipedia.org/wiki/Correlation_and_dependencehttp://en.wikipedia.org/wiki/Linear_regressionhttp://en.wikipedia.org/wiki/Chi-square_testhttp://en.wikipedia.org/wiki/Chi-square_testhttp://en.wikipedia.org/wiki/Statistical_hypothesis_testinghttp://en.wikipedia.org/wiki/Qualitative_researchhttp://en.wikipedia.org/wiki/Quantitative_research


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a suitable market segment. In contrast, marketing research relates to allresearch conducted within marketing. Thus, market research is a subsetof marketing research.

Market segmentation

market segmentation pertains to the division of a market of consumersinto persons with similar needs and wants. For instance, Kellogg's cereals,Frostiesare marketed to children. Crunchy Nut Cornflakesare marketedto adults. Both goods denote two products which are marketed to twodistinct groups of persons, both with similar needs, traits, and wants.

Market segmentation allows for a better allocation of a firm's finiteresources. A firm only possesses a certain amount of resources.Accordingly, it must make choices (and incur the related costs) inservicing specific groups of consumers. In this way, the diversified tastesof contemporary Western consumers can be served better. With growingdiversity in the tastes of modern consumers, firms are taking note of thebenefit of servicing a multiplicity of new markets.

Market segmentation can be defined in terms of the STP acronym,

meaning Segment, Target and Position.
http://en.wikipedia.org/wiki/Kellogs#Cerealhttp://en.wikipedia.org/wiki/Frosted_Flakeshttp://en.wikipedia.org/wiki/Crunchy_Nut_Cornflakeshttp://en.wikipedia.org/wiki/Crunchy_Nut_Cornflakeshttp://en.wikipedia.org/wiki/Frosted_Flakeshttp://en.wikipedia.org/wiki/Kellogs#Cereal


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CHAPTER-3RESEARCH M ETHODOLOGY


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RESEARCH METHODOLOGY

MARKETING RESEARCH :

Definition of marketing research research as approved as by the board of

directors of the association of American marketing association is:

Marketing research is the function which links the customer

and public to the marketer through information information

used to identity and define marketing opportunities and problems

generate define and understanding of marketing as process.

Simply, marketing research isthe systematic design collection analysisand reporting of data finding relevant to a specific marketing situation

facing the company. Carefully planning through all stages of the

research is a necessity.

Objectivity in research is all-important. The heart of scientific

method is the objective gathering of the information.

The function as marketing research with in the company as to provide the

information and analytical necessary for effective.

Planning of the future marketing activity.

Control of the marketing operation in the present.

Evaluation of marketing results.

A research may undertake any of the three types of research investigation

depending upon the problem .These type of research included:


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1. Basic research

2. Applied research

3. Designated Fact Gathering

BASIC RESEARCH:

It is also known as the pure fundamental research, which refers to those

studies, sole purpose of which is the discovery of new information. It is

conducted to extend the horizons on given area of knowledge with no

immediate application to existing problems.

RESEARCH DESIGN

It is attempt to apply the various marketing technique, which have been

developed as research, first and later on they become applied research

techniques. It is on attempt to apply the basic principles and existing

knowledge for the purpose of solving questionnaire problems.

SAMPLE DESIGN

The researcher used non-probablity sampling.Non-Probability Sampling

refers to the Sampling Process in which,the Samples are selected purpose

with a pre-determined basis of selection.

POPULATION SIZE

The population size is undetermined. Sampling refers to the collection of

data from a few elements of the universe. Sample size is 200.

RESEARCH METHOD:

It must be classified on the basis of the major purpose of theinvestigation. In this problem description studies have been undertaken,


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METHODS OF DATA COLLECTION:

The basic method adopted in conducting the study is a structured

questionnaire. Questionnaire is administered on the sample respondents.

How ever there are certain cases where personal interactive method is

followed with customers to find the satisfaction level.

Marketing strategy and analysis Marketing strategy and analysis:

A marketing strategy is a process that can allow an organization to

concentrate its limited resources on the greatest opportunities to

increase sales and achieve a sustainable competitive advantage.Any

organization that wants to exchange its products or services in themarket

place successfully should have a Strategic Marketing plan to guide the

allocation of its resources. A strategic marketing plan usually evolves from

an organizations overall corporate strategy and serves as a guide forspecific marketing programs and policies.

Marketing strategy is based on a situation analysis-

A detailed assessment of the current marketing conditions facing the

company, its product lines, or its individual brands. From this situation

analysis, a firm develops an understanding of the market and the

various opportunities it offers, the competition and the market

segments or target markets the company wishes to pursue. Marketing

strategy is the complete and unbeatable plan, designed specifically for

attaining the marketing objectives of the firm/business unit.

The marketing objectives indicate what the firm wants to achieve;

the marketing strategy provides the design for achieving them.

For example, if the marketing objectives of a business unit stipulate

that next year, it should achieve a sales revenue of Rs. 1,000 crore and a

net profit of 15 percent of sales revenue, it is the job of marketing

strategy to indicate how and wherefrom this sale and profit will come,

which product lines/products/brands will accomplish this task and how.

INSTRUMENT TO COLLECT DATA


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Marketing strategy forms an integral part of marketing planning.

A marketing strategy is most effective when it is an integral component

of corporate strategy, defining how the organization will successfully

engage customers, prospects, and competitors in the market arena. It is

partially derived from broader corporate strategies, corporate missions,

and corporate goals. As the customer constitutes the source

of a company's revenue, marketing strategy is closely linked with

sales. A key component of marketing strategy is often to keep marketing

in line with a company's overarching mission statement.

MARKETING AND PROMOTIONS PROCESS MODEL:

Development of marketing program requires an in-depth analysis of the

market. This analysis may make extensive use of market research as an

input into the planning process.

Marketing

Strategy and Target marketing Market planning

Analysis process program development

target market

This input, in turn, provides the basis for the development of marketing

strategies in regard to product, pricing, distribution and promotion

decisions. Each of these steps requires detailed analysis, since this plan

serves as the road map to follow in achieving marketing goals. Once the

detailed market analysis has been completed and marketing objectives

have been established, each element in the market mix must contribute

to a comprehensive in iterated marketing program. Of course, the

promotional program element must be combined with all other program

elements in such a way as to achieve maximum impact.

Formulating the marketing strategy:


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Basically, formulation of marketing strategy consists of three main tasks:

1. Selecting the target market,

2. Positioning the offer,

3. Assembling the marketing mix.

This implies that the essence of the marketing strategy of a firm for a

given product or brand can be grasped from the target market chosen,

the way it is positioned and how the marketing mix is organized. Thetarget market shows to whom the unit intends to sell the products;

positioning and marketing mix together show how and using what

uniqueness or distinction, the unit intends to sell. The three together

constitute the marketing strategy platform of the given product.

SELECTING THE TARGET MARKET:

To say that target market selection is a part of marketing strategydevelopment is just stating the obvious. It does not fully bring out the

import between two. When the selection of the target market is over, an

important part of the marketing strategy of the product is determined,

defined and expressed.

Marketing targeting simply means choosing ones target market. It needs

to be clarified at the outset that market targeting is not synonymous with

market segmentation. is actually tee prelude to target market selection.

One has to carry out several tasks besides segmentation before choosingthe target market. Through segmentation, a firm divides the market into

many segments. But all these segments need not form its target market.

Target market signifies only those segments that it wants to adopt as its

market. A selection is thus involved in it.

Marketing segmentation is a process that throws up not one but several

market segments. There may be segments that are sizeable and the ones

that are not so sizeable. There may be segments assuring immediate

profits and the ones that call for heavy investments in marketdevelopment. There may also be segments that show great potential, but


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display tough barriers to entry. As such, the question, which

segment/segments, the firm should select as its target market, assumes

crucial importance.

STRATEGIC MARKET SEGMENTATION:

Market Segmentation is dividing up a market into distinct groups

that have common needs and will respond similarly to a marketingaction, which was said by Eric N.Berkowitz, Roger A.Kerin, and William

Redulius.

The Segmentation process involves fivedistinct steps:

Finding ways to group consumers according to their needs.

Finding ways to group the marketing actions usually the

products offered available to the organization.

Developing a market-product grid to relate the market

segments to the firms products or actions.

Selecting the target segments toward which the firm directs its

marketing actions.

Taking marketing actions to reach target segments.Markets can be

segmented using several relevant bases. For example, demographic

characteristics of consumers, such as age,sex,income/purchasingcapacity,

education level etc, form one base for segmentation. Geographic

characteristics constitute another; and buying behavior of theconsumers

forms yet another base.

The various types of segmentations are

Geographic segmentation


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Demographic segmentation

Psychographic segmentation

Buyer behavior

Benefits segmentation

Volume of purchase segmentation

POSITIONING:

Positioning is a platform for the brand. It facilitates the brand to get

through to the target consumers. It is defined as the art and science of

fitting the product or service to one or more segments of the broad

market in such a way as to set it meaningfully apart from competition.Positioning is the act of fixing the locus of the product offer in the minds

of the target consumers. In positioning, the firm decides how and around

what parameters, the product offer has to be placed before the target

consumers. The significance of product positioning can be easily

understood from David Ogilvys words: The results of your

campaign depends less on how we write your advertising than on how

your product is positioned.

Definitions of product positioning:

Sengupta, in his book Brand Positioning says, The aim of product

positioning is to create a perception for our brand in the prospects

mind so that it stands apart from competing brands we must

cover that space in the consumers mind as if we had won a long-term

lease. We must find a strong position in that mind and sit on it.Micheal

Rothschild, in his book Marketing Communications From

Fundamentals to Strategies says, Positioning refers to the place a brand

occupies in the mind in relation to a given product class. This place

was originally a product-related concept. Concerning market structure.

The concept now refers to the place that the brand holds in the

consumers mind related to perceptions and preferences.

Developing a Positioning Strategy:


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To create a position for a product or service, Trout and Ries suggest that

managers ask themselves six basic questions.

1. What position, if any, do we already have in the prospects mind?

2. What position do we want to own?

3. What companies must be outgunned if we are to establish that

position?

4. Do we have enough marketing money to occupy and hold the position?

5. Do we have the guts to stick with one consistent positioning strategy?

6. Does our creative approach match our positioning strategy?

PRODUCT POSITIONING AND BRAND POSITIONING:

It is essential to understand the relationship between products positioning

and brand positioning. Though in discussions, the two terms are

synonymously and interchangeable used, technically they are different.

Product positioning denotes the specific product category/product classin

which the given product is opting to compete. And brand positioning

denotes the positioning of the brand viz-a viz the competing brands in thechosen product category.It is evident that for any product, before

entering the market it has to sequentially carry out the two exercises,

product positioning and brand positioning. In the first step, the

product category where the new entrant should enter and compete,

i.e. against what all products it has to compete, has to be decided. In

this step, it is the broad function that the product is trying to serve that

matters. This choice of product category will decide the nature of the

competition the product is going to face. Once product categorypositioning is decided, the position for the new entrant against

competing brands in the chosen product category has to be analyzed

and fixed.

ISSUES IN PRODUCT POSITIONING:


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1)-Where is the new offer going to compete? As what?

2)-Which product function/customer need is it trying to meet?

3)-What other product categories serve this need? In other words, what

are the substitute products that serve the same need?

4)-Where is the real gap, where is such a new offer most welcome and

wanted by the market?

5)-What are companys competencies to fight here?

ISSUES IN BRAND POSITIONING:

In deciding the Brand positioning, the issues are:

Which are the competing brands in the chosen product category?

What are the unique claims/strengths of the various brands?

What position do they enjoy in consumers evaluation and perception?

What is the most favoured position? And yet vacant?

Can the new brand claim the needed distinction and take the position and

satisfy the need?

The major dimension of marketing strategy relates to positioning of the

offer. The firm has already selected the target market and decided its

basic offer. Now, what is the conjunction between these two entities?

How do they get connected? What is the interface?

In otherwords.

What is the locus the firm seeks among the customers in the chosen

target market with its offering?

How would the firm want the consumer to view and receive the offer?

These are the issues the firm has to grapple with in

positioning. And, while formulating the marketing mix too, the firm

will agitate over these issues. The Product Differentiation and

Positioning discusses the multifarious issues involved in the subject.


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PRODUCT REPOSITIONING :

Products do undergo repositioning as they go along their life cycle. In

some cases, even products that are fairing well are repositioned. This isdone mainly to enlarge the reach of the product offer and to increase the

sale of the product by appealing to a wider target market. The product is

provided with some new features or it is associated with some new target

segments.

PROMOTIONAL DECISIONS:

Promotion has been defined as the coordination of all seller initiatedefforts to set up channels of information and persuasion in order to sell

goods and services or promote an idea. While implicit communication

occurs through the various elements of the marketing mix, most of an

organizations communications with the market The basic tools used to

accomplish an organizations communication objectives are often

referred to as the promotional mix.

The promotional mix The promotional mix

Advertising:

Advertising is defined as any paid form of non personal communication

about an organization, product, service, or idea by an identified

sponsor. The paid aspect of this definition reflects the fact that the

space or time for an advertising message generally must be bought. An

occasional exception to this is the public service announcement,

whose advertising space or time is donated by the media. Advertising is

the best-known and most widely discussed form of promotion,

Probably because of its pervasiveness. It is also very important

promotional tool, particularly for companies, whose products and services

are targeted at mass consumer markets. It is a very cost-effective

method for communicating with large audiences. It can be used to create

brand images and symbolic appeals for a company or brand.

Direct Marketing:


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One of the fastest-growing sectors of the U.S. Economy is direct

marketing, in which organizations communicate directly with target

customers to generate a response and a transaction. It has become such

an integral part of the IMC program of many organizations and often

involves separate objectives, budgets, and strategies, we view directmarketing as a component of the promotional mix. Direct Marketing is

much more than direct mail and mail order catalogs. It involves a variety

of activities, including database management, direct selling,

telemarketing and direct response ads through direct mail, the Internet,

and various broadcast and print media.Selling Marketing Strategies of HB

Entertainment.

Oneof the major tools of direct marketing is direct response advertising,

whereby a product is promoted through an ad that encourages theconsumer to purchase directly from the manufacturer.

Interactive/Internet Marketing:

Interactive media allow for the back-and-forth flow of information

whereby users can participate in and modify the form and content of the

information they receive in real time. Unlike traditional forms of

marketing communications such as advertising, which are one-way innature, the new media allow users to perform a variety of functions

such as receive and alter information and images, make inquiries,

respond to questions and of course make purchases. In addition to the

Internet, other forms of interactive media include CD-ROMs, Kiosks, and

interactive television.

Sales Promotion:

The next variable in the promotional mix is sales promotion,

which is generally defined as those marketing activities that provide

extra value or incentives to the sales force, the distributors, or the

ultimate consumer and can stimulate immediate sales, sales

promotion is generally broken into two major categories:

Consumer-oriented andTrade-oriented activities


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Consumer-oriented sales promotion is targeted to the ultimate user of

a product or service and includes couponing, sampling, premiums,

rebates, contests, sweepstakes, and various point-of-purchase materials.

Trade-oriented sales promotions are targeted towards marketing

intermediaries such as wholesalers, distributors and retailers.

Publicity/Public Relations:

Publicity refers to non personal communications regarding an

organization, product, service, or idea not directly paid for or run under

identified sponsorship. It usually comes in the form of a news story,

editorial or announcement about an organization and its products

and services. Like advertising, publicity is not directly paid for by the

company. An advantage of publicity over other forms of promotion is its

credibility. Another advantage of publicity is its low cost, since the

company is not paying its time or space in a mass medium such as TV,

radio or newspapers. Public relations are defined as the management

function which evaluates public attitudes, identifies the policies and

procedures of an individual or organization with the public interests

and executes a program of action to earn public understanding

and acceptance. Public relations generally have a broaderobjective than publicity, as its purpose is to establish and maintain

a positive image of the company among its various publics.

Personal Selling:

It is a form of person-to-person communication in which a seller attempts

to assist and persuade prospective buyers to purchase the companys

product or service or to act on an idea. Unlike advertising, personalselling involves direct contact between buyer and seller, either face-to-

face or through some form of telecommunications such as telephone

sales. Personal selling involves more immediate and precise feedback

because the impact of the sales presentation can generally be assessed

from the customers reactions.

ASSEMBLING THE MARKETING MIX:

Assembling the marketing mix means assembling the four Ps ofmarketing

in the best possible combination. Involved in this process are the choice


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of the appropriate marketing activities and the allocation of the

appropriate marketing effort/resources to each one of them. The firm

has to find out how it can generate the targeted sales and profit. It

considers different marketing mixes with varying levels of expenditure on

each marketing activity and tries to figure out the effectiveness ofdifferent combinations in terms of the possible sales and profits. It then

chooses the combination/mix of products, price, place and promotion that

is best according to its judgement. Since marketing is essentially an

interaction between the marketing mix and environmental variable,

and since the latter and non-controllable, marketing becomes

synonymous with assembling and managing the marketing mix. Ofcourse,

while assembling the marketing mix, the marketing manager will take due

note of the environmental variables. Not only will he take due not ofthem, he will ensure that his marketing mix suits the environmental

variables. And, its it factor that renders tha task much more complex.

MARKEGING MIX: THE SOLE VEHICLE FOR CREATING AND DELIVERING

CONSUMER VALUE

The four elements mentioned above- product, distribution, promotion

and pricing constitute the marketing mix of the firm. The marketing mixis the sole vehicle for creating and delivering customer value.It can be

easily seen that all activities and programmes, which a marketer designs

and caries out in his effort at winning customers, relate to one or the

other of the above four elements- product, place, promotion and pricing.

It can also be seen that in each of these elements, there are several sub-

elements. For example, packaging is one of the sub-elements of product

and warehousing is one of the sub-elements of distribution.

The Four Ps of Marketing:

It was James Culliton, a noted marketing expert, who coined

the expression marketing mix and described the marketing manager as

a mixer of ingredients. To quote him, `The marketing man is a decider

and an artist a mixer of ingredients, who sometimes follows a recipe

developed by others and sometimes prepare his own recipe.

And, sometimes he adapts his recipe to the ingredients that are readily

available and sometimes invents some new ingredients, or,

experiments with ingredients as no one else has tried before.


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Subsequently, Niel H.Borden, another noted marketing expert,

popularized the concept of marketing mix.It was Jerome McCarthy, the

well-known American professor of marketing, who first described the

marketing mix in terms of the four Ps. He classified the

marketing mix variables under four heads, each beginning with thealphabet P.

Product

Place

Price

Promotion

McCarthy has provided an easy-to-remember description of the

marketing mix variables. Over the years, the terms Marketing mix

and Four Ps of marketing have come to be used synonymously.

Assembling and managing the marketing mix is the crux of the marketing

task. And, it is through the marketing mix that the marketing manager

achieves the marketing objectives.

MARKETING STRATEGIES FALL UNDER TWO CATEGORIES:

We have seen that target market selection, positioning and marketing

Mix formulation together constitute marketing strategy. We have also

seen that a firm can assemble the marketing mix elements in many

different ways, depending on the relative weightage it assigns to

the different elements. The scope to carve out different

combinations is, in fact immense. As a result, business firms

are able to employ an abundance of strategies and strategy

stances in their relentless race to stay ahead of competition.

However, a close scrutiny will reveal that all these strategies can be fitted

into two broad categories

1. PRICE ORIENTED MARKETING STRATEGY


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the offer, while the product forms its core. Product differentiation is of

vital importance in product management and has great potential in

forgoing successful marketing strategies.

The product can be differentiated along two major planks:

1. Tangible product attributes and functions,

2. Intangible characteristics and emotional associations.

The tangible product attributes and functions are Differentiation based on

ingredients, Differentiation based on functional value,

Differentiation based on additional features, Packaging contributing todifferentiation based on Quality, Operational Efficiency,

Technology, Service.

DIGITAL MARKETING:

Digital Marketing is the practice of promoting products and services using

digital distribution channels to reach consumers in a timely, relevant,

personal and cost-effective manner. Whilst digital marketing doesinclude many of the techniques and practices contained within

the category of Internet Marketing, it extends beyond this by

including other channels with which to reach people that do not require

the use of The Internet. As a result of this non-reliance on the Internet,

the field of digital marketing includes a whole host of elements such as

mobile phones, sms/mms, display / banner ads and digital outdoor.

BUZZ MARKETING (WORD OF MOUTH):

Word of mouth, is a reference to the passing of information by

verbal means, especially recommendations, but also general information,

in an informal, person-to-person manner. Word of mouth is typically

considered a face-to-face spoken communication, although phone

conversations, text messages sent via SMS and web dialogue, such as

online profile pages, blog posts, message board threads, instant

messages and emails are often now included in the definition of word of


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mouth. There is some overlap in meaning between word of mouth and

the following: rumor, gossip, innuendo, and hearsay; however word of

mouth is more commonly used to describe positive information being

spread rather than negative, although this is not always the case.

Word-of-mouth promotion, also known as buzz marketing and

viral advertising, is highly valued by advertisers. It is believed that

this form of communication has valuable source credibility. Research

points to individuals being more inclined to believe WOMM than more

formal forms of promotion methods; the receiver of word-of-mouth

referrals tends to believe that the communicator is speaking honestly

and is unlikely to have an ulterior motive (i.e. they are not

receiving an incentive for their referrals). In order to promote and

manage word-of-mouth communications, marketers use publicitytechniques as well as viral marketing methods to achieve desired

behavioral response. Influencer marketing is increasingly used to

seed WOMM by targeting key individuals that have authority and a

high number of personal connections.

EVANGELISM MARKETING:

It is an advanced form of word of mouth marketing (WOMM) in

which companies develop customers who believe so strongly in a

particular product or service that they freely try to convince others to

buy and use it. The customers become voluntary advocates,

actively spreading the word on behalf of the company.Evangelism

literally comes from the three words of 'bringing good news'

and the marketing term justly draws from the religious sense, as

consumers are literally driven by their beliefs in a product or service,

which they preach in an attempt to convert others.

EFFECTIVE SALES PROMOTION EFFECTIVE SALES PROMOTION: :

Sales promotion consists of diverse collection of incentive tools mostly

short term, designed to stimulate quicker and greater purchase of

particular products of services by the consumer. Sales promotion is

the only method that makes use of incentives to complete the push-

pull promotional strategy of motivating the sale force, the dealer and the

consumer in transacting a sale.


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P Price-Offs Offer:

Price-off offers refers to offering the product at lower than the normal

price. This encourages immediate sales, attracts non-users,

induces product trail and counters competition.

Premium:

Premium refers to the offer of an article of merchandise as an incentive in

or to sell the product.

Coupons:In order to encourage product trail, stimulate re-purchase rate and build

loyalty through news papaers.Dealer stock display contests Dealer stock

display contests:It is a type of point of purchase advertising which uses

the show windows of the dealer for providing exposure to the sponsors

products. Dealer participating enthusiastically and creatively are awarded

DEFENDING MARKET SHARE

While trying to expand total market size, the dominant firm mustcontinuously defend it current business against rival attacks. This

step is very much essential for the market leader firm because the

challenger firms are constantly to exploit the weaknesses of the leader

firms.

EXPANDING MARKET SHARE:

Market leaders can improve their profitability by increasing their market

share. But for few market leaders whose share in the total market is

insignificantly high, the expansion of market share n the total market may

be proved both as expensive and risky. Therefore it is better for such

leader firms in spending their time in building up the market size rather

than expanding the market share. The reason for this action may

be attributed to two factors:

1. The market leader firms might attract the provisions of

various anti-trust legislations. The rival competitors will try toforce the Government to bring legislations against


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theMONOPOLISATION

2. The second reason being the economic factors. The cost of making

further gains in the market share after a large share has been achievedmay rise fast and reduce the profit margin.

HARASSMENT STRATEGY:

The market leader firm will resort to anharassment strategy in order to

promote its market share. As a part of this strategy, the leader form

might approach the suppliers and threaten to reduce its purchases. If the

latter supply the upstart firm, sometimes it might put pressure ondistributors not to carry the competitorsproduct. The salesman of leader

firm might speak negatively about competitors. It may also try to hire

away the better executives of an aggressive firm. Sometimes, the

market leader firm will try to restrain these competitions

through legal devices. It might push legislation that would be

more unfavorable to the competitors than to itself.

The aim of defensive strategy is to reduce the profitability of attack,

divert attacks toless threatening areas, and lessen the intensity of attack.Any attack is likely to hurt profits. But the defenders form and speed of

response can make an important difference in the profit consequences.

There are 6 defense strategies that a dominant firm can use:

1. Position Defense Position Defense .The basic idea of defense is

to build an impregnable fortification around ones territory.

2.Flank Defense:

The market leader should not only guard its territory but also erect

outposts to protect a weak front or possibly serve as an invasion base for

counter attacking.

3. Preemptive Defense Preemptive Defense : :


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A more aggressive defense maneuver is to launch an attack on the enemy

before the enemystarts its offense against the leader. Preemptive

defense assumes that an ounce of prevention is worth more than a

pound of cure.

4. Counteroffensive Defense Counteroffensive Defense :

Most market leaders, when attacked will respond counterattack. The

leader cannot remain passive in the face of a competitors price cut,

promotion blitz, product improvement, or sales territory invasion.

The leader has the strategic choice of meeting the attacker

frontally, maneuvering against the attackers flank, or launching a princer

movement to cut off the attacking formation from their base operation.

5. Mobile Defense::

Mobile defense involves more than the leader aggressively defending it

territory. In mobile defense, the leader stretches it domain over new

territories than serve as future centers for defense and offense.

6. Contraction defense Contraction defense :Large companies recognize

that they can no longer defend all the territory. Their focus are spread

too thin, and competitors are nibbling away on several funds. The best

course of action then appears to be planned contraction (also called

strategic withdrawal).

INNOVATION STRATEGY:

The market leader may innovateseveral strategies in respect of new

product ideas, customer services, means of distribution, cost cuttingdiscovery. In addition to these, a leader may discourage its competition

particularly challenge firm.

FORTIFICATION STRATEGY:


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In order to protect its market share, the market leader may try to

keep it product prices reasonable in relation to the perceived valued of

the offer and competitors offer. The leader produces it brand in a variety

of sizes and firms.

CONFRONTATION STRATEGY

If leader firm faces an extremely aggressive challenger, whose actions

demand a quick and direct response. In such a situation, the

market leader will engage any promotional war, engaging in a

massive promotional expenditure that the aggressive challenger

cannot match. The leader firm may engage in the price war whenever

a new challenger is considering to enterin its market. This strategy

will frighten the potential competitions and make then to withdraw from

entering the market.

MARKETING STRATEGIES OF TV CHANNEL:

Product differentiation based on operational efficiency:

HB EXCELLING THROUGH SERVICE: HB tries to differentiate its offer on

the plank of service. It has gone in for a new norm in customer service:

fix it right-the first time-on time. HB is also supplying videotapesshowing how advertisement have to be done.Adopting Offer to Suit

Target Segment.

Marketing planning

The marketing planning process involves forging a plan for a firm'smarketing activities. A marketing plan can also pertain to a specificproduct, as well as to an organization's overall marketing strategy.Generally speaking, an organization's marketing planning process isderived from its overall business strategy. Thus, when top managementare devising the firm's strategic direction or mission, the intendedmarketing activities are incorporated into this plan. There are severallevels of marketing objectives within an organization. The seniormanagement of a firm would formulate a general business strategy for afirm. However, this general business strategy would be interpreted andimplemented in different contexts throughout the firm.

Marketing strategy
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The field of marketing strategy encompasses the strategy involved in themanagement of a given product.

A given firm may hold numerous products in the marketplace, spanningnumerous and sometimes wholly unrelated industries. Accordingly, a plan

is required in order to effectively manage such products. Evidently, acompany needs to weigh up and ascertain how to utilize its finiteresources.

Marketing specializations

With the rapidly emerging force of globalization, the distinction betweenmarketing within a firm's home country and marketing within externalmarkets is disappearing very quickly. With this in mind, firms need toreorient their marketing strategies to meet the challenges of the global

marketplace, in addition to sustaining their competitiveness within homemarkets.

Buying behaviour

A marketing firm must ascertain the nature of customers' buying behaviorif it is to market its product properly. In order to entice and persuade aconsumer to buy a product, marketers try to determine the behavioralprocess of how a given product is purchased. Buying behavior is usuallysplit into two prime strands, whether selling to the consumer, known as

business-to-consumer (B2C), or to another business, known as business-to-business(B2B).

B2C buying behaviour

This mode of behaviour concerns consumers and their purchase of a givenproduct. For example, if one imagines a pair of sneakers, the desire for apair of sneakers would be followed by an information search on availabletypes/brands. This may include perusing media outlets, but mostcommonly consists of information gathered from family and friends. If theinformation search is insufficient, the consumer may search foralternative means to satisfy the need/want. In this case, this may meanbuying leather shoes, sandals, etc. The purchase decision is then made, inwhich the consumer actually buys the product. Following this stage, apost-purchase evaluation is often conducted, comprising an appraisal ofthe value/utility brought by the purchase of the sneakers. If thevalue/utility is high, then a repeat purchase may be made. This couldthen develop into consumer loyalty to the firm producing the sneakers.

B2B buying behaviour

Relates to organizational/industrial buying behavior.[15] "B2B" stands forBusiness to Business. B2B marketing involves one business marketing a
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product or service to another business. B2C and B2B behavior are notprecise terms, as similarities and differences exist, with some keydifferences listed below:

In a straight re-buy, the fourth, fifth and sixth stages are omitted. In a

modified re-buy scenario, the fifth and sixth stages are precluded. In anew buy, all stages are conducted.

Use of technologies

Marketing management can also rely on various technologies within thescope of its marketing efforts. Computer-based information systemscanbe employed, aiding in better processing and storage of data. Marketing

researcherscan use such systems to devise better methods of convertingdata into information, and for the creation of enhanced data gatheringmethods. Information technology can aid in enhancing an MKIS' softwareand hardware components, and improve a company's marketing decision-making process.

Services marketing

Services marketing relates to the marketing of services, as opposed totangible products. A service (as opposed to a good) is typically defined as

follows:

The use of it is inseparable from its purchase (i.e., a service is usedand consumed simultaneously)

It does not possess material form, and thus cannot be touched,seen, heard, tasted, or smelled.

The use of a service is inherently subjective, meaning that severalpersons experiencing a service would each experience it uniquely.

For example, a train ride can be deemed a service. If one buys a trainticket, the use of the train is typically experienced concurrently with thepurchase of the ticket.

ADVERTISING

Advertising is a form of communication used to persuade an audience(viewers, readers or listeners) to take some action with respect to

products, ideas, or services. Most commonly, the desired result is to driveconsumer behaviour with respect to a commercial offering, although
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political and ideological advertising is also common. Advertising messagesare usually paid for by sponsors and viewed via various media; includingtraditional media such as newspapers, magazines, television, radio,outdoor or direct mail; or new media such as websites and textmessages.

Commercial advertisers often seek to generate increased consumptionoftheir products or services through "branding," which involves therepetition of an image or product name in an effort to associate certainqualities with the brand in the minds of consumers. Non-commercialadvertisers who spend money to advertise items other than a consumerproduct or service include political parties, interest groups, religiousorganizations and governmental agencies. Nonprofit organizations mayrely on free modes of persuasion, such as a public service announcement.

Modern advertising developed with the rise of mass production in thelate 19th and early 20th centuries. In 2010, spending on advertising wasestimated at more than $300 billion in the United States and $500 billionworldwide.

HISTORY

Egyptians used papyrus to make sales messages and wall posters.Commercial messagesand political campaign displays have been found inthe ruins of Pompeii and ancient Arabia. Lost and found advertising onpapyrus was common in Ancient Greeceand Ancient Rome. Wall or rockpainting for commercial advertising is another manifestation of an ancientadvertising form, which is present to this day in many parts of Asia,Africa, and South America. The tradition of wall painting can be tracedback to Indian rock art paintings that date back to 4000 BC. [2] Historytells us that Out-of-home advertisingand billboardsare the oldest formsof advertising.

As the towns and cities of the Middle Agesbegan to grow, and the generalpopulace was unable to read, signs that today would say cobbler, miller,tailor or blacksmith would use an image associated with their trade suchas a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle oreven a bag of flour. Fruits and vegetables were sold in the city squarefrom the backs of carts and wagons and their proprietors used streetcallers (town criers) to announce their whereabouts for the convenienceof the customers.

As education became an apparent need and reading, as well as printing,developed advertising expanded to include handbills. In the 17th century
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advertisements started to appear in weekly newspapers in England. Theseearly print advertisements were used mainly to promote books andnewspapers, which became increasingly affordable with advances in theprinting press; and medicines, which were increasingly sought after asdisease ravaged Europe. However, false advertisingand so-called " quack"

advertisements became a problem, which ushered in the regulation ofadvertising content.

As the economy expanded during the 19th century, advertising grewalongside. In the United States, the success of this advertising formateventually led to the growth of mail-order advertising.

In June 1836, French newspaper La Pressewas the first to include paid

advertising in its pages, allowing it to lower its price, extend itsreadership and increase its profitabilityand the formula was soon copiedby all titles.

Around 1840, Volney B. Palmerestablished the roots of the modern dayadvertising agency in Philadelphia.

In 1842 Palmer bought large amounts of space in various newspapers ata discounted rate then resold the space at higher rates to advertisers. Theactual ad- the copy, layout, and artwork- was stilled prepared by the

company wishing to advertise; in effect, Palmer was a space broker
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CHAPTER-4

AN A LYSI S

A ND

I N TERPRETAT I ON


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Q:-2)-TYPES OF ADD PREFER BY BUSINESS MEN IN %

TABLE NO:2

Particulars Numbers PercentageTV 80 40Yellow pages 50 25SMS 40 20Others 30 15

Total 200 100

CHART:-2

tv

ypsms

others

SOURCE :- PRIMARY DATA

Interpretation:

After analysing collected data we come to result that highest 40% of

businessmen prefer TV add and 25%,20% and 15% add prefer for yellow

pages , sms service & other add respectively .


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Q:-3)-would you be willing to promote your business through anyadvertisement near future ?

TABLE NO:3

Particulars Numbers PercentageYes 120 60No 70 35No idea 10 5

TOTAL 200 100

CHART :-3

PERCENTAGE

YES

NO

NOIDEA


Interpretation:

After analysing data we come to result that 60% of businessmen willingto promote their business in near future and 35% will not promote & 5%dont know.


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Q:-4)-Currently with what kind of TV channel you are tied-up foradvertisement ?

TABLE NO:4Particulars Numbers PercentageNational 120 60Local 80 40

Total 200 100

CHART :-4

national

local


Interpretation:

After collecting data from Kolkata market , we analyse that 60% aregiving add local TV channel and 40% on national channel .


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Q:-5)-How much do you annually spend to promote your business or

willing to spend for ads in TV ?

TABLE NO:5

Particulars Numbers PercentageUpto 30000 90 4530000-100000 60 30>100000 50 25

Total 200 100

CHART:-5

0

5

10

15

20

25

30

35

40

45

50

upto30000 30000100000 >100000

Interpretation:

After collecting data we analysed that only 25% of businessmen spends

money more than 100000 and 30% are spending between 30000-100000

and 45% of people would like to spend up to 30000.


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Q:-6)-When do you want to telecast your add i.e. prime time or nonprim

A project report on Study of consumer buying behavior on HB services ..

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