Internship Report on A study on “Marketing strategies and customer satisfaction of fire and security systems in hotels, malls and hospitals in Ceasefire Company.” BY NEHA SINGH 1NZ14MBA02 Submitted to VISVESVARAYA TECHNOLOGICAL UNIVERSITY, BELGAUM In partial fulfillment of the requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION Under the guidance of INTERNAL GUIDE EXTERNAL GUIDE MRS. KEREENA ANAND Mr. Sagar Nawendu Sr. Assistant Professor ( Territory Manager) Department of MBA NEW HORIZON COLLEGE OF ENGINEERING OUTER RING ROAD, MARATHALLI BANGALORE 2015 – 2016
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Internship Report on
A study on “Marketing strategies and customer satisfaction of fire
and security systems in hotels, malls and hospitals in Ceasefire
Company.”
BY NEHA SINGH
1NZ14MBA02
Submitted to
VISVESVARAYA TECHNOLOGICAL UNIVERSITY,
BELGAUM
In partial fulfillment of the requirements for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
Under the
guidance of INTERNAL GUIDE EXTERNAL GUIDE MRS. KEREENA ANAND Mr. Sagar Nawendu
Sr. Assistant Professor ( Territory Manager)
Department of MBA
NEW HORIZON COLLEGE OF ENGINEERING
OUTER RING ROAD, MARATHALLI
BANGALORE
2015 – 2016
ACKNOWLEDGEMENT
First of all, I thank the almighty God, the guiding light of my life, for giving me the strength and
courage to complete this project successfully.
I am extremely thankful to our beloved principal Dr. MANJUNATHA, Principal of NEW
HORIZON COLLEGE OF ENGINEERING for providing me the opportunity to conduct this
research project.
I also express my heartful gratitude to Dr. SHEELAN MISRA, Head of Department of
Management Studies for her encouragement and guidance.
I also express my deep appreciation to my guide PROF. KERENA ANAND (Department of
Management Studies, NHCE) for all her help, guidance and valuable suggestions. I am also
grateful to all other staff members of the MBA Department of NHCE for rendering their help of
immense encouragement.
I also like to take this opportunity to express my sincere words of gratitude and thanks to MR.
SAGAR NAWENDU (Territory Manager) and other staff members of Ceasefire Company for
their technical guidance and all other help in my project success.
Place: BANGALORE Student Name: NEHA SINGH
Date: 13th
April 2016 USN No. – 1NZ14MBA02
TABLE OF CONTENTS
SL. NO
CONTENTS
PAGE NO.
1
CHAPTER-1
Introduction to the project
2-10
2
CHAPTER-2
Industry and Company
profile
11-20
3
CHAPTER-3
Theoretical background of
the study
21-31
4
CHAPTER-4
Data Analysis and
Interpretation
32-62
5
CHAPTER-5
Summary of findings,
suggestions and conclusions
63-65
BIBLIOGRAPHY
66
ANNEXURE
67-70
LIST OF TABLES
TABLE NO. PARTICULARS PAGE NO.
4.1
Table showing the number of respondents who typically
use the product
32
4.2
Table showing whether the smoke detectors function
properly or not
34
4.3
Table showing are fire extinguishers inspected regularly
or not
36
4.4
Table showing the aspect of products and services the
consumers are most satisfied by
38
4.5
Table showing the comparison of products or services
offered by other companies as compared to Ceasefire
40
4.6
Table showing number of customers who have contacted
customer service
42
4.7
Table showing the no. of customers who have contacted
customer service and their complications has been
determined to their whole satisfaction
44
4.8
Table showing the number of customers who are likely to
buy the product again
46
4.9
Table showing the overall superiority of firm’s sales
organization facility
48
4.10
Table showing the aspect of product or service the
customers were most disappointed by
50
4.11
Table showing the customers response whether they will
recommend the product or service to colleagues or
contacts within society
52
4.12
Table showing the overall satisfaction of the customers
with the product or service
54
LIST OF CHARTS
CHART NO. PARTICULARS PAGE NO.
4.1
Chart showing the number of respondents who
typically use the product
33
4.2
Chart showing whether the smoke detectors function
properly or not
35
4.3
Chart showing are fire extinguishers inspected
regularly or not
37
4.4
Chart showing the aspect of products or services the
customers are most satisfied by
39
4.5
Chart showing the comparison of products and services
of other companies as compared to Ceasefire
41
4.6
Chart showing the number of customers who have
contacted customer service
43
4.7
Chart showing the no. of customers who have
contacted customer service and their complications
have been determined to their whole satisfaction
45
4.8
Chart showing the number of customers who will buy
the product again
47
4.9
Chart showing the overall superiority of firm’s sales
organization facility
49
4.10
Chart showing the aspect of product or service the
customers were most disappointed by
51
4.11
Chart showing the responses of customers whether they
will recommend the product or service to colleagues or
contacts within the society
53
4.12
Chart showing the overall satisfaction with the product
or service
55
1
EXECUTIVE SUMMARY
The organizational study has been conducted at Ceasefire Industries Limited, Malleshwaram,
Bangalore. The project work mainly aims at getting exposure to the real working
environment. This project report gives detail about the industry profile, company profile,
product profile, services offered by the company, areas of operation, infrastructure facilities,
competitors, vision, mission and quality policy.
The study helped me a lot to analyze the marketing strategies of company and the findings,
suggestions and conclusions might help the company a lot to enhance its business
performance.
The study was conducted in various hotels, malls, hospitals and restaurants of Bangalore and
the data has been collected through questionnaires and interviewing the customers.
SWOT analysis has also been done to identify the opportunities and threats of the company.
The study was done under the title of “A STUDY ON MARKETING STRATEGIES AND
CUSTOMER SATISFACTION OF FIRE AND SECURITY SYSTEMS FOR HOTELS,
MALLS AND HOSPITALS IN CEASEFIRE INDUSTRIES LIMITED” at Bangalore for the
period of twelve weeks with the help of structured questionnaire and is concerned with the
collection of data, data analysis and suitable inference is made on the basis of that. Research
Methodology gives the information on the type of research, the survey, the techniques and
procedures of collecting data, sample size, sampling tool and the limitations of the study.
The introduction part provides complete information about the statement of the problem,
objectives of the study and theoretical background of the study. The analysis and
interpretation provides information about the customer‟s response in the form of tables and
graphs. It is based on the assumption that the information was accurate collected by the
customers through the questionnaire. SPSS and Excel have been used for data analysis and
interpretation.
The findings and conclusions of the study are mentioned at the end keeping in mind the
objective of the study. The suggestions and recommendations based on the observations are
pointed out toundertake suitable action to implement anideal marketing strategy for better
enhancement of the company‟s products and services.
2
CHAPTER- 1
1.1 INTRODUCTION
Internships provide real practical experience of the world to those candidates who are
looking forward to discover and acquire the required understanding as well as skill-sets
needed to get engaged in a particular career field. Internships are relatively temporary in the
natural state with the primary focus on acquiring someone at the workplace training and
grabbing what is encountered in the session hall and making use of it to the real life. Interns
most often have a manager who permits specified duties to them and appraises the interns
over all their works.
Now days the business world is a customer driven. And the customer is treated as a King. So
for a good business, they have to maintain the relation with the customer for a longer duration
of time as it is a never ending process. So customer satisfaction is very important to keep the
customers in the business pocket.
On the other hand, the strategic marketing helps in the development of products and services
with the best opportunities for generating greater revenue. And thisis because the marketing
strategy starts with marketplace exploration taking into consideration the target audiences, the
competition in the market and the changes that might be there in the distance.
Learning is the never ending process in a person‟s life. He should learn something new every
time. Learning is the important aspect in a person‟s life. Knowledge is bigger than the ocean,
if we have knowledge and skills with us, we will get all capabilities. When we are exhausting
something to retain anything, it will never be misuse. Practical knowledge is very much
necessary for us at the same time. “Practice makes man perfect” is a very famous quote said
by someone. Through hypotheticalinformation we can getonly an idea about the concept or
the topic. But practical knowledge on the other side will provide deep understanding of the
concept by doing, experimenting and experiencing it. So, only theoretical knowledge is not
enough for us. Practical knowledge isalso essential then only we can understand the full idea.
Practical knowledge is very important along with the theoretical knowledge. By doing
internship only we can come to know what is corporate life and how we need to survive at
work place as per the required knowledge and skills.
The Internship provides a platform to boost required skills for the job:
3
An internship is an abstract to the real workplace, business, and it gives an opportunity for us
to know the functioning of the real corporate world. It means how the things would be and
how the things work at the workplace and all. Internship shows the significanceof the
business theory what we have studied in the classroom and it gives thebetter understanding
on the working standard of original business situation.
An internship gives us a great chance to develop our knowledge and skills. We can apply it in
the real world workplace whatever we have learned in the classroom. We will come to know
how to work with other people. It is an importantelement required for success atthe work
place. We can develop it during our internship period.
Internship maximizes the chance of getting great job:
As we have done our internship, we have idea about the working environment and will get
the ability to work with others. So no one will reject our extra skills and qualification. We can
easily adapt to the situation of working environment. Our working capability is greater than
thosestudents who didn‟t their internship. The candidates who finished their internship can
have a lot of self-confidence during the internship period, so that they can fight with the work
life challenging situations confidently and bravely. So corporate will provide more chance to
those students who have done their internship. As per the survey 75 % of companies are
searching for the candidates who have done their internship. So internship will provide us the
great job opportunities.
Internship provides us a great opportunity to change intern into full-time employment:
More than 15 % employers are interns as per the survey; the candidates are already adopted
with the environment that has finished their internship. They are familiar with the working
rules and regulation of the corporate. So the Management and employers both will have
interest to make the interns full-time employers. So they can providethebest result than the
other candidate.
Internship provides a good chance to associate with the professionals:
During an internship we will get an opportunity to reveal professional relationships within the
corporate or outside the corporate.
4
Internship will help us to choose reasonable career path:
We can gain theexperience of the working environment during the internship. We can
examine ourselves which will provide satisfaction and growth in our career. We can take
another professional suggestions or recommendations if not.
1.2TOPIC CHOSEN FOR THE STUDY
Marketing strategies and customer satisfaction of fire and security systems for hotels, malls
and hospitals in Ceasefire Industries Limited, Bangalore.
1.3STATEMENT OF THE PROBLEM
Ceasefire Company is a number one prominent company in fire extinguisher. From the last
fifteen years the company is providing services in the market. The company provides a basket
of products to the clients.The company is providing various types of fire extinguishers which
work for different types of fire by taking the help of research and development. But still,
there is a need to understand the strategies of the marketing channel and the sources of
information for the clients. The resolution of clientsatisfactionstudy is to measure satisfaction
level of customers with the service quality of a company and to identifyshortfalls.
1.4OBJECTIVES OF THE STUDY
To explore the company‟s target audience of their products and services.
To study the marketing strategies of fire and security systems.
To know about the company‟s sales and distribution of the products.
To measure the present demand of company‟s product in the prevailing products.
To rate the customer satisfaction level of fire and security system for homes.
5
1.5 NEED OF THE STUDY
The need of the study is to build a brand image and loyalty of the customers, to keep
customers informing about the Ceasefire products and services. The study focuses to increase
positive word of mouth communication, to recall the existing customers in the organization as
well as attaining new customers, to increase the customer repurchase intentions and
trustworthiness, to improve products and services that meet the desires of the target market,
to reach the target customers, enhance customer base and eventually increase lowest line and
to understand the needs and wants of the customers.
1.6 SCOPE OF THE STUDY
The study is conducted for two months in Ceasefire Industries Limited, Malleshwaram,
Bangalore. The scope of the study is to comprehend the customer behavior and
purchasingform of diverse products. This study also includes the brand awareness and
responsiveness level of Ceasefire products among the target customers and methods to
increase the brand remembrance on the top of the attention of the customers. The
coreobjective of the study is to comprehend the marketingtactics at Ceasefire Company to
make it extra effective and proficient and to provide satisfaction to the customers.
1.7 REVIEW OF LITERATURE
The definitions of marketing strategy by different authors are given below:-
Sudharsan (1995):- The marketing strategy formspaths to anticipatedforthcoming. The
productivityformulae a kind of marketing tool exploration and choice of marketing tool
decision is a marketing techniquesdeclaration.
Kotler (1997):- The combination ofchoice of target markets, the marketing blend along with
the marketing pays level is marketing strategy. ”The marketing tool is the means wherein the
marketing performsystematizes its own actions to achieve an efficient increase in sales at a
marketing blend scale”. It is referred to as a blueprint which is frequentlycomprehensive term
to accomplish the organization‟s desired targets.
6
Munuera and Rodriguez (1998):- Themethod of investigation thatact as if the information
of customer requirements and the projection of prospectivealternatives for company
andmarket players for the purpose of achieving modest value within the time framereasonable
as well as unbreakable.
McDonald (1999):- The term specific offering communicates that in what way the company
can most constructively spread over its abilities and means to the market place to the most
desirable of their perception and actual experience. This ispredictable massive in coverage.
These include the sources by which a firmsucceeds their marketing intentions and are
extensively engaged+with four Ps of marketing.
Jain (2000):- A Specific marketing promotion signifies considering at the overall of a
company‟s widerange of goods and facilities in the market and managing the group of clients
to accomplish the complete intentions of the organization.
Camara (1995) “System that signifies the widespread conceptsfor reaching accessing
motives related to the well-defined fundamentalcompany models and targeted markets
segments. It also contains the main instructions of the promoting expenses, marketing
activities, and resources distribution throughout the park. It possesses decisions like: -
segmentation techniques, positioning, and also interaction. The definition of marketing
strategies making reference to the marketing strategy: - it is one amongst the segments which
encompass the promotion plan and its major objective is generally to exhibit an action plan
that may be manipulated to reach out to the marketing strategy desired goals.
Peter Drucker(1973)“Strategic promoting and advertising is seen as a process consisting of
determining environmental, market competitive and business variables affecting the
organization and also their company units, analyzing market possibilities as well as threats
and forecasting upcoming fluctuations in business areas of concern for the organization and
engaging in setting up the targets and building up management and business unit strategies.
Deciding about the target market strategies for the product-markets in each business system,
strengthening marketing targets along with formulating, executing and managing the
marketing scheme laying down strategies in order to meet market objective needs”.
7
Hart &Stapleton (1977) “An impact in extremely broad phrase of the way the marketing and
advertising is to be achieved. Example, acquiring a competitive company through cost
savings, by product or service improvement and by extensive advertisements. The system
evolves into the fundamental of the marketing strategy".
Customer Satisfaction –Definitions
Satisfaction refers to getting the things the customers want. If satisfaction explainsasgoing in
the right path the firm should reduce complaint which by its own is not acceptable. The
company should improve its goods and services in order to satisfy customers‟ needs.
Customers get more satisfaction with fewer expectations. Companies would easily increase
customer satisfaction by adding innovative features to its products. In divergence, when
customers are notaware of improvements but critical unfavorable losses in existing quality
are less satisfied and assume more. The definition of customer satisfaction given by different
authors is given below:-
Satisfaction has been broadly defined by Vavra, T.G. (1997) as a satisfactory
post-purchase experience with a product or service given an existingpurchaseexpectation.
Howard and Shethhave defined satisfaction as “The buyer‟s balancedstate of being
satisfactorily or insufficientlydelighted for the sacrifices he has experienced”.
According to Westbrook and Reilly (1983) ,the definition of Customer satisfaction is “an
emotional response to the experiences provided by, accompanying with particular products or
services purchased from retail outlets or even right patterns of behavior such as spending
and customerperformance , as well as the whole market place.
Oliver (1981) put forward the definition as, “the summary psychological state resulting when
the emotion neighboring disconfirmed expectations is coupled with the consumers‟ previous
feelingsabout the consumption experience.”
8
The definition offered by Hunt(1977)put forward a definition as, “the summary
psychological state resulting when the emotion surrounding disconfirmed expectations is
coupled with the consumers‟ prior feelings about the consumption experience”.
Berry and Parasuraman (1991) define as, “the consumer‟s response to the evaluation of the
perceived discrepancy between prior expectations or some other custom of performance and
the actual performance of the product/service as perceived after its ingestion.”
Woodruff and Gardian (1996) defines customer satisfaction as “The individual‟s perception
of the performance of the product or service in relation to his or her expectations”.
According to Hung (1977), “Customer satisfaction is a kind of walking away from an
experience and evaluating it. One could have a pleasurable experience that caused
dissatisfaction because even though it was pleasurable, it wasn‟t as pleasurable as it was
supposed to be. So satisfaction or dissatisfaction is not an emotion, it is the evaluation of an
emotion”.
Ingrid (2004)inferred satisfaction as a feeling which results from a process of evaluating
what was received against that anticipated, the purchase decision itself and/or the fulfillment
of needs or want.
Anton (1996) gave a more current approach. Anton defined customer satisfaction as a state
of mind in which the customers‟ needs, wants and expectations throughout the product of
service life have been met or surpassed, resulting in future repurchase and trustworthiness.
9
1.8 DATA COLLECTION
Information is collected from the following sources:-
Primary data:
Questionnaire
Observation
Interviews
Secondary data:
Company website
Company brochures
Magazines
Newspapers
1.9 SAMPLE SIZE
The sample size is 30.The method of sampling used is Simple Random Sampling. The sample
has been collected from few hotels including restaurants such as McDonalds, KFCs, etc. and
few malls and hospitals.
1.10 AREA OF RESEARCH
The study is conducted for 2 months in Ceasefire Industries Limited,
Malleshwaram,Bangalore.
10
1.11 DATA ANALYSIS AND PRESENTATION
SPSS and Excel are used for data analysis. Data will be presented through charts and graphs.
Interpretation will be done in accordance with the analysis and suitable findings and
suggestions will be given.
1.12 LIMITATIONS OF THE STUDY
The possibility of the study is narrow as it is mainly concerned for the satisfaction of
theoretical purpose and company‟s prerequisite.
Customers may not be aware of the product.
Customer‟s responses might be biased.
Limitation of time to conduct an in-depth study.
11
CHAPTER- 2
2.1INDUSTRY PROFILE
Industry
Fire safety and security
Headquarters
Noida, Uttar Pradesh , India
Number of locations All over India
Products Fire extinguishers
Fire outfits
Fire Emigration solutions
Fire alarm solutions
Hydrant systems
Suppression systems
Security solutions
Smoke detector
Services Fire fighting training
Fire system
Upgradation
Refilling
Website www.ceasefire.in
When Ceasefire first launched its variety of internal fire extinguishers a few yearsbefore, no
one in India had heard of fire safety, considerablyfewer felt the requirement for it. The
Ceasefire extinguisher was lustrous, dominant and keen. But it was easy to use that was more