A Project Report COMPARATIVE STUDY BETWEEN PARLE-G & BRITANNIA Submitted in the partial fulfillment of the degree of Bachelor of Business Administration 2010 - 11 DEPARTMENT OF MANAGEMENT STUDIES TEERTHANKER MAHAVEER UNIVERSITY, MORADABAD (U.P.) Project Guide: Project Incharge : Ms. Surbhi Mr. Abhinav Bhatnagar (Course Coordinator)
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AProject Report
COMPARATIVE STUDY BETWEEN PARLE-G & BRITANNIA
Submitted in the partial fulfillment of the degree of Bachelor of Business
Administration2010 - 11
DEPARTMENT OF MANAGEMENT STUDIESTEERTHANKER MAHAVEER UNIVERSITY,
MORADABAD (U.P.)
Project Guide: Project Incharge :Ms. Surbhi Mr. Abhinav Bhatnagar
(Course Coordinator)
Submitted By:Tripti Verma
Roll No. R0902011354B.B.A Vth Sem
Section: ‘B’
ACKNOWLEDGEMENT
Small words move with ease where big words stand still. And smaller are the
echoes of my words that go to offer a string of thoughtful and thankful notes to
the helping hands that have steered clear my journey to the completion of this
study paper.
Preparing a project of this nature is an tedious task and I was fortunate enough to
get support from a large number of persons to whom I shall always remain
grateful.
I am extremely grateful to Mr. Manish Jain (Vice Chairman),
Dr. A.K.Garg (Executive Director), Mr. Hariom Agarwal (Director), Mr.
M.P. Singh (H.O.D. Management Department) Mr. Abhinav Bhatnagar
( Course coordinator), Ms. Roma Mam (Project Guide), All the faculty
member and Mr. Sanjeev Singh (Librarian) & all the Lab staff for providing
me this opportunity and expose me to industrial culture.
And to the people in libraries, who spared their time in giving their opinions and
discussed things to my satisfaction. A bouquet of hearts I share with them.
Vedangi Agarwal
B.B.A Vth Sem
SUMMARY
Marketing
Marketing is a societal process by which individuals and groups obtain what
they need and want through creating, offering and freely exchanging products
and services of value with others or other wise it is the process of planning and
executing the conception, pricing, promotion and distribution of ideas, goods,
services to create exchanges that satisfy individual and organizational goals.
Marketing Strategy
Marketing strategy is a set of objectives, policies and rules that leads the
company's marketing efforts. It is the marketing approach to accomplish the
bread objective of the marketing approach to accomplish the bread objective of
the marketing plan. The various process of marketing strategy are given below.
1. Selecting largest markets segmentation
2. Positioning
3. Product
4. Price
5. Place
6. Promotion
7. Research and development
8. Marketing research
Market segmentation and selecting target market
It is an effort to increase a company's precision marketing. The starting point of
any segmentation discussion is mass marketing. In mass marketing, the seller
engaged in the mass production, mass distribution and mass promotion of one
product for all buyers. Market segment consists of a large identifiable group
within a market with similar wants, purchasing power geographical location,
buying attitudes or buying habita. It is an approach midway between mass
marketing and individual marketing. Through this the choice of distribution
channels, and communicaton channels become much easier. The researchers try
to form segments by looking at consumer characteristics; geographic,
demographic, and psychographic. After segmenting the market then target
market selected.
2. Positioning:- The positioning is a creative exercise donw with an existing
product. the well known products generally hold a distinctive position in
consumer's minds. The positioning requires that every tangible aspect of
product, price, place and promotion must support the chosen positioning
strategy. Company should develop a unique selling proposition (USP) for each
brand and stick to it, PPL consistently promotes its DAP fertilizer by Higher
yield at lower cost. As companies increase the number of claims for their brand,
they risk disbelief and a loss of clear positioning. In general a company must
avoid four major positioning errors. Those are under positioning over
positioning, confused positioning and doubtful positioning.
3. Product:- A product is any offering that can satisfy a need or want. The major
types of basic offerings are goods, services, experiences, events, places,
properties, organizations, information and ideas. The company gives more
importance in quality, packaging, services etc. to satisfy the customers. The
products has it's life cycle. The product strategies are modified in different stages
of product life cycle.
4. Price:- It is the most important aspect in company's point of view. Price of the
product will be decided by the company according to the competitor's price.
5. Place:- This plays a major role in the entire marketing system. the company
emphasis on it's distribution network. Proper distribution network gives proper
availability of the product.
6. Promotion:- Promotion is the one of the major aspects in marketing
strategies. By adopting various promotional activities the company create strong
brand image. It also helps in increasing the brand awareness. It includes
advertising, sales promotioins and public relations etc.
7. Research and Development:- after testing, the new product manager must
develop a preliminary marketing strategy plan for introducing the new product in
to the market. The plan consists of three parts. The first part describes the target
market's size, structure and behavior. The second part out lines the planned
price, distribution strategy and marketing budget for the first year. The third part
of the development describes the long run sales and profit goals and marketing
mix strategy over time.
INTRODUCTION
Target Market
Product Price Promotion Place
Product variety List price Sales promotion Channels
Quality Discounts Advertising Coverage
Design Allowances Sales forces Assortments
Features Payment period Public relation Locations
Brand name Credit terms Direct marketing Inventory
Packaging Transport
Sizes
Services
Warranties
returns
CONSUMER
The term “customer” is typically used to refer to someone who regularly
purchases a particular store or company. Thus, a person who shops at FOOD-
WORLD or who uses Pepsodent tooth is viewed as a customer of these firms.
The traditional view points have been to define consumers strictly in terms of
economic goods and services. This position holds that consumers are potential
purchasers of products and services offered sale. Here our primary attention will
be directed toward ultimate consumers, those individuals, who purchase for the
purchase of individual or household consumption. And thus, this view has been
broadened over time so that at least some scholars now do not consider a
monetary exchange essential to the definition of consumer.
CONSUMER MARKET & BUYER BEHAVIOUR :
The aim of marketing is to meet and satisfy target customers needs and
wants. But getting to know your customers is never a simple job. Customers may
state their needs and wants but act otherwise. They may not be in touch with
their deeper motivations. They may respond to influences that change their mind
at the last minute.
BRAND :
Branding has been around for centuries as a means to distinguish the
goods of one producer from those of another. In fact, the word brand is derived
from the Old Norse word brandr, which means "to burn," as brands were and
still are the means by which owners of livestock mark their animals to identify
them. According to the American Marketing Association (AMA), a brand is a
"name, term, sign, symbol, or design, or a combination of them, intended to
identify the goods and services of one seller or group of sellers and to
differentiate them from those of competition."
Thus, the key to creating a brand, according to the AMA definition, is to
be able to choose a name, logo, symbol, package design, or other attribute that
identifies a product and distinguishes it from others. These different components
of a brand that identify and differentiate it can be called brand elements. Brand
elements come in many different forms. For example, consider the variety of
brand name strategies that exist. In some cases, the company name is essentially
used for all products (e.g., as with General Electric and Hewlett-Packard). In
other cases, manufacturers assign individual brand names to new products that
are unrelated to the company name (e.g., as with Procter & Gamble and their
Tide, Pampers, Iams, and Pantene product brands).
Definition :
An identifying symbol, words, or mark that distinguishes a product or company
from its competitors. Usually brands are registered (trademarked) with a
regulatory authority and so cannot be used freely by other parties. For many
products and companies, branding is an essential part of marketing.