PROJECT FILE

A PROJECT REPORT

ON

Target

Submitted toPUNJABI UNIVERSITY, PATIALA

Submitted in the partial fulfillment of the Degree requirement towards the

MASTERS OF BUSINESS ADMINISTRATION(MBA)

Submitted By: Submitted To:Navjot Kaur Rana Mr.Jitender Kashap Roll no. 1801 Director of TCG2nd semister

SESSION (2010-2011) THE CORPORATE GURUS

ACKNOWLEDAGEMENT

I feel overwhelmed and express, beyond words, my heart gives thanks to the people who have helped me to complete my project. The employee of the factory and the member of the senior management of the Lotus Bawa were guiding factors without whose help it would have been impossible for me to do this project in detail. I express my sentiments of gratitude and indebtedness to honorable Mr.Jitender Kashyap, Assistant Marketing Manager, Lotus Bawa, Jalandhar, who gave me an opportunity to get training in their organization.I am also thankful to the other marketing department employees, who spread their precious for giving their vast knowledge. I am also my sincere gratitude to Dr Anupama Bains (Director) of THE CORPORATE GURUS,BANUR, for their guidance and inspiration, which served to be the sheet anchor in preparing this report. Last but not the least, great thanks to my parents for helping me round the clock, which have been a great encouragement for me.

Navjot Kaur

PREFACE

CHAPTER – I : COMPANY PROFILE

Introduction

Today leather through its many uses has become one of the most essential commodity for men. It is a product may be stabilization of proteins in animals skins. The leather industry comprising production of finish leather, which is further used to manufacture leather products like shoe uppers, belts, leather bags. It is certainty very important part of our life. The leather are durable and confertable and fashionable too.

Leather is a product made by stabilization of protein in animal skin. The conversation of raw hides or skins in to proper leather involves a great many mechanical chemical operations. The place where all these process are carried out is called Tannery. Tannery is a complex phenomenon in which chemical, physical, and biological principle are involved.

Leather is very important part of production. The practice of leather manufacturing varies, consideration from tannery to tannery and from region to region so, there is no single universally applied process. Leather making is an art and science incident times, leather products are being manufactured. Today several cottages, small –scale units spread throughout the country, make3 footwear to meet the demand. In addition in organization sector many companies like Bata, Corona, Liberty manufacture, procure and sell footwear through their own network of retail outlet. At present rapidly changing and competitive leather industry going towards 21st century. For the age’s leather and its quality remain ignorant part of this industry. But now with the recognition of progressiveness and success in leather industry due importance has given to it.

CHAPTER-2

COMPANY PROFILE

Mission Statement

“Bawa Group is dedicated to become one of the leading manufacture of shoes upper and soles”

“we strive to be best in every respect of our business and our organization toward the society. Our main aim remains toward customer satisfaction by supplying right quality products every time and adhering strictly to the delivery schedule.”

HISTORY OF THE COMPANY

BAWA GR OUP was established in 1951. It started

as small venture in tannery and has since grown and

diversified into Leather Tanneries, Soles, Heels,

Uppers, Complete shoe making, garden gloves and

industrial tool kits.

BAWA ATAMJIT SINGH is the Managing Director and is from 3rd

generation in the family business. His sons BAWA SIMERJIT SINGH

and BAWA SUKHDEEP SINGH are being groomed to take over the

family business in future.

COLLABORATIONS

1) WITH LOTUS OF ENGLAND- In July 1994, SARUP

TANNERIES LIMITED signed an agreement with Lotus limited of

England where Lotus will carry on the business of manufacture as

well as distribution of footwear and SARUP TANNERIES

LIMITED will acquire the rights of footwear which are of Lotus

manufacture. Upon the commencement of the agreement SARUP

TANNERIES LIMITED entered the domestic market under the

brand name of LOTUS BAWA. This is a buy back agreement.

2) WITH DUBARRY OF IRELAND- In 1995, the technical

collaboration with Dubarry of Ireland was implemented for the

manufacture of the complete shoes for men and women. SARUP

TANNERIES LIMITED also obtained rights to distribute their

products in domestic Market.

3) WITH REEBOK OF U.S.A- In 1996, SARUP TANNERIES

LIMITED signed an agreement with Reebok for manufacture of

soles but later they started manufacturing the complete shoes for

Reebok upon the design given to it. This is a buy back agreement

where the Reebok buys back the entire produce, produced for it

under the guidelines.

COMPOSITION

Bawa group comprises of two companies with its Head Office at

Ramdaspura, Nakodar Road, Jalandhar, as under:

(a) Bawa Skin Company

(b) Sarup Tanneries Limited

1. BAWA SKIN COMPANY

It was established in 1956. It started its business with export of Raw

skins. Subsequently, it started making finished leather for export to

leading shoe manufacturers in U.K. and Europe. Later on, the company

diversified to manufacture of shoe uppers also. The company has two

units:

a)Bawa Skin Co. Unit-I

b)Bawa Skin Co. Unit-II

a)Bawa Skin Co. Unit-I

It is located at Nakodar Road, Jalandhar. This unit is making shoe

uppers for exports mainly to countries like England, Germany and

others. This unit has a work force of 360 workers and makes

500,000 pairs of shoe upper in a year.

(b) Bawa Skin Co. Unit-II

This unit is leather Tannery which is located at leather complex,

Jalandhar and is producing half a million square feet of leather every

month for supplying to their other units. It has a work force of 130

workers. They are exporting leather to China, Hongkong, Portugal

and Germany. The new tannery at leather complex, Jalandhar was

established 4 years back with most modern and high quality

machinery, which is capable of handling large sized hides. Most of

the machines are from Germany and Italy, which can handle up to 40

square feet hides. Because of strong tannery background and modern

machinery, they were enabled to reduce the manpower in tannery by

50%. Considering the layout and types of machines that they have

installed, the tannery produced by them is best in India. Their

strength is in Cow and Buff hides. They have also developed water

proof leather in their tannery.

2. SARUP TANNERIES LIMITED

It was established in 1979 as a private limited company, which was

later on registered as public limited company. It consists of two units

which are as under:

(a) Sarup tanneries Ltd. Unit-I

(b) Sarup Tanneries Ltd. Unit-II

(A) SARUP TANNERIES LTD. UNIT-I

It is located at Nakodar Road, Jalandhar and has two sub-units as

under:

(i) Sub Unit-A

It is making shoe uppers mainly for export to England, U.S.A., Italy

and Germany. It has a capacity to make approximately 400,000 pairs

in a year. It employs about 340 workers.

(ii) Sub Unit-B

It is a complete sport shoes making unit. It has a capacity of making

200,000 pairs in a year for Reebok and Nike. It employs 145

workers.

(B) SARUP TANNERIES LTD. UNIT-II

It is located at Leather Complex, Jalandhar and consists of Sole Plants,

Upper Sections and Complete Shoe Plant both for ladies and gents. It

makes soles, heels of Leather, PVC and TPR, Shoe Uppers and

complete shoes for ladies and gents. It has a capacity of making

approximately 5,00,000 pairs in a year of complete shoes. It employs a

work force of 300 workers. In addition to exporting to U.K., Germany

and Ireland, it is also catering for domestic market with brand name

LOTUS BAWA. It has a large variety of models which are very

popular. For marketing their brand in India, they had started with

network of distributors to cover all important regions of the country.

They have 23 distributors covering almost all states of India and

selling through 1200 general shoe shops. This year they have adopted

the concept of franchises exclusive stores and have already established

25 such stores. 11 more are in process of being set up. They have

planned to add about the same number every year for the next three

years.

Group Philosophy

Bawa Group is dedicated to become one of the leading

manufacturers of leather shoe upper and complete shoes. It

strives to be the best in every aspect of their obligations towards

the society. Their main aim remains to be customer’s

satisfaction, by supplying right quality product every time and

adhering strictly to the delivery schedule.

Quality:

The group lays lot of emphasis in quality, which is not

compromised under any circumstance. To ensure this several

checks have been laid down right from raw to finished products.

Liboratory:

The tannery has its own laboratory to ensure that

correct type of leather is made for use by the shoe units. The

group has Satra membership, which keeps the group abreast

with latest show manufacturing technology. Leather testing

machinery has also been imported from Satra.

These machine are periodically calibrated to ensure accuracy

and consistency in results.

ISO-2002 certification:

Sarup Tanneries Ltd. As also been awarded

ISO-2002 certification by underwriter laboratories, New York.

Welfare of the workers:

These believe in maintaining harmonious

relation between the management and workers. A number of

measures have been adopted to ensure healthy and safe working

conditions. Bawa Skin Co. and Sarup Tanneries Ltd. Have been

winning Industry Safety Award from Punjab Industrial Safety

Council. for last number of years.

a) There is many workers who have been serving in the

group for then 25 years. These workers have been honored

by providing them two wheeler transports from the

company simultaneously.

b) Clean, well- lighted and well-ventilated place of worker

has been provided.

c) Preventive medicines are provided to all the worker from

time to time against disease like malaria, cholera and

anthrax. In addition, lecture are organized to create

awareness about aids and population control. In pursuance

of the national policy on population control. In pursuance

of the nation policy on population control, the company

gives family planning incentive to those who follow the

small family norms.

d) Company has a family doctor for immediate medical aid in

addition to first aid facility provided in working sheds. All

worker are covered under Employees State Insurance

Scheme.

Service to society:

In addition to generating jobs and providing

livelihood to the people the management believe in providing

service to society such as:

a) Amarpuri Public School- The school is being run at Sri

Goindwal Sahib, which is backward area in Punjab. It is

affiliated to the Central Board Education and caters of

education from rural area. It has more than 1000 student

from all section of society.

b) Bibi Bhani Modern School: this school again organized in

goindwal sahib and primarily cater for education for poor

class children of that area. Only very nominal fee is being

charged. It has about 500 student. Recognizing these

services the first lady of India had given the Mahila

Shromani Award in 1992, for uplifting of education of

female children.

Children Park

A children park name Niku Park is being run in calendar for

the amusement of the children. A number of games and

fountains have been provided for the children. Pingla Ghar:

A home for the homeless is being run for the

cause of the suffering humanity. Bawa Sarup Singh, established

the institution in 1951. There are about 400 inmates mostly

disabled, crippled, aged and homeless whom the institute is

looking for. They provide dry ration and clothes etc. to about

100 widows from cutside. Those who recover from medical

treatment are provided useful employment.

Even marriage are arranged amongst marriageable couple.

The institution was awarded national award by the president of

India in 1982 for doing outstanding work in employing

handicapped persons. Because of the old age of Bawa Sarup

Singh had receive the award while sitting in the wheel chair.

The president of India Sh. Neelam Sanjiva Reddy, while

presenting the award remarked.

“Look at the great man who served crippled mankind foe whole

life and today he is himself crippled and comes on a

wheelchair.”

Spread of Bawa Group of companies

Organizational Structure

Sarup Tanneries Ltd (i-iii)Ramdaspura, Jalandhar.

Sarup Tanneries Ltd. (ii) leather complex Jalandhar

Sarup Tanneries Ltd. (iv) Dherowal, Nalagarh (HP).

Sarup Tanneries

Ltd.(vi) Agra, (UP).

Sarup Tanneries Ltd. (v)Taliwal, Una (HP).

Head Office Jalander

1956 1979 1995 19801995

An organization may be defined as the framework, which

establishes relationships between people, duties and physical

resources enterprise in order to attain the predetermined goals.

Organization as structure

The organization structure represents jobs position the tasks

assigned and the authority relationship between the various

position. Similarly the organization structure of Bawa Skin

Company consist of interpersonal relationships of various job

positions and defining their authority and responsibility. The

organization structure in an enterprise is designed first of all

because it is necessary for determining the channel of

communication and for flow of authority.

The shape of organization

structure of BSC is like pyramid, it is narrow at the top and

abroad at the bottom.

B S Co. aims at delegation of authority and also it aims at

maintaining of a balance Centralization and Decentralization

concept.

According to Henry Fayol “ Everything that goes to increase

the important of subordinate, is decentralization everything

which goes to reduce it is centralization.”

Here we see the organization structure of Bawa Skin Company.

Organization Structure of Bawa Skin Company

Factory Survey

1) Factory workforce :

a) Total factory workforce 738

b) Women worker 200

c) Men worker 538

2) Age of the youngest worker : 18yrs.

3) Working hours:

a) Per day 8hrs.

b) Per week 48hrs.

4) Wages:

Lowest wages of skilled workers

a) (handy) 3996 Rs. per month

Stitching 3740 Rs. per month

b) Training of wags of unskilled workers - 3554 Rs. per

month

c) Overtime rates 3554 Rs. per month

5) Safety and health

a) Medical facility

Doctor

Nurses

Dispensary

ESI

b) Supervisors/ line workers trained in:

First aid facility

Use of fire extinguishers

6) Unionization:

Recognized union in factory- Bhartiya Mazdoor

Sangh

Research Methodology

Sources of data

Primary Sources:

Regular visit to factory were made to obtain the

required data & learn about the structure of the company as well

as the routine work by silent observations.

Secondary Sources:

Many books especially written on the

marketing function were referred to more about the topic. Other

then these are several other books as are-

Magazines

Company profile

Journal

Memorandum of association

Objective of Study

CHAPTER – II :

INTRODUCTION OF

MARKETING

INTRODUCTION TO MARKETING Marketing Marketing is the process by which companies create customer

interest in products or services. It generates the strategy that

underlies sales techniques, business communication, and business

development. It is an integrated process through which companies

build strong customer relationships and create value for their

customers and for themselves.

Marketing is used to identify the customer, to keep the customer, and to satisfy the customer. With the customer as the focus of its activities, it can be concluded that marketing management is one of the major components of business management. Marketing evolved to meet the stasis in developing new markets caused by mature markets and over capacities in the last 2-3 centuries. The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable.

The term marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions. It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors.

Definition of marketing:

The management process responsible for Satisfying needs and wantsIdentifying, anticipating and satisfying through an exchange processcustomer requirement profitability

Marketing is not about providing Products or services. It is essentially about providing The common theme is meeting changing benefits to the changing need and providing benefits. need and demands of the customer .

Philip Kotler defines marketing as 'satisfying needs and wants through an exchange process'Marketing is defined by the American Marketing Association ( AMA ) as "the

activity, set of institutions, and processes for creating, communicating, delivering,

and exchanging offerings that have value for customers, clients, partners, and

society at large."[3] The term developed from the original meaning which referred

literally to going to a market to buy or sell goods or services. 

Marketing is a subject in which there can be many experts; therefore there can be many

elements to a firm's marketing philosophy. It is not so much the individual philosophy or the

number of elements that it contains that is important, rather it is that there is a marketing

philosophy, that the philosophy holds customer satisfaction as its main thrust, that it contains

a plan, and that the plan contains a means for implementation.

Keep in mind what it is we're in business to do. Create jobs? Earn profits? You bet. But it

doesn't start there. It starts with the customer and our ability to understand his needs and

Chartered Institute of management

Philp Kotler

Learnmarketing. net

satisfy his wants. The entire company must be viewed as a customer creating and customer

satisfying endeavor. We are really in the business of creating customers, and it is marketing

that must accurately define what the customer needs.

When we speak of the concept of marketing, we are speaking of an attitude - a philosophy

and a way of doing business. The company's state of mind in dealing with the customer must

declare that the customer is KING! This concept must permeate the entire organization - from

the CEO to the newest hourly employee. All functions are aimed at meeting the needs of the

customer. Our activities must be viewed as customer-satisfying processes, not casting-

producing processes. Our thoughts must begin with the customer's needs in mind, not with

our own need to ship castings.

A firm can have a top-notch sales VP, a top-notch sales department and an elaborate

marketing plan. But, if they are all focused on what manufacturing wants to make, rather than

what the customer wants to buy, it will all go for naught. In summarizing the marketing

concept, Peter Drucker said, "It is the entire business from the point of view of the customer."

When trying to mold your firm's marketing philosophy, keep in mind three points that can be

considered the heart of any marketing philosophy:

1. There can be no sellers without buyers.

2. Getting - and keeping - customers comes before anything else.

3. Stay close to the customer. Understand and satisfy his needs and anticipate his future

wants.

Marketing Sale

Works to increase current volume and meet current sales quotas.

Works to increase profitability through appropriate volumes, products and customer mixes.

Interacts with the individual customer to focus on factors relating to current events.

Is focused on developing strategies for the optimum mixof product and markets.

Is focused on short-term concerns relating to today's products, today's customers and today's strategies.

Is concerned with long-term issues that shape the business5-10 years down the road - thedreaming of what could be.

Is a tactical function, using its skill and methods to gain immediate results as calledfor by a plan.

Is a strategic focus, using planning and direction for thebig picture.

Consists of work in the field, calling on customers.

Consists of office work, research, and developing plans and methods of implementation.

The 4 Ps—product, place (distribution), promotion, and price—represent the variables that are within the control of the firm (at least in the medium to long run). In contrast, the firm is faced with uncertainty from the environment.

Product

Solution

PromotionInformation

Price Value

Placement Access

If any of the 4Ps had a problem or were not there in the marketing factor of the business, the

business could be in trouble and so other companies may appear in the surroundings of the

company, so the consumer demand on its products will become less

Organizational orientation:

In this sense, a company marketing department is often seen as of prime importance within

the functional level of an organization. Information from an organization's marketing

department would be used to guide the actions of other departments within the company. As

an example, a marketing department could ascertain (via marketing research) that consumers

desired a new type of product, or a new usage for an existing product. With this in mind, the

marketing department would inform the R&D department to create a prototype of a

product/service based on consumers' new desires.

The production department would then start to manufacture the product, while the marketing

department would focus on the promotion, distribution, pricing, etc. of the product.

Additionally, a firm's finance department would be consulted, with respect to securing

appropriate funding for the development, production and promotion of the product.

The Marketing EnvironmentMarketers need to build good relationship with customers and Others in the company as well as with the external partners. To have a grip over these there should be a proper understanding of the surrounding network and Its Influences. A Company's Marketing Environment depends upon the factors and forces outside marketing , which affects the Marketing Capabilities of the management to build good relationship with the target customer. So all the successful companies watch the present environment and adapt themselves with the change of environment. So "Marketing Environment can be defined as forces outside marketing that affect marketing managements ability to build and Maintain Successful relationships with target Customer." 

As it is the time of Globalization , The environment is changing rapidly . It becomes a problem for the marketers to keep a track on the trend and Opportunity. So to know more about Marketing environment companies think in two ways , Marketing Intelligence and Marketing Research to collect the information about themselves as well as Competitors and Suppliers, So that they can analyse the challenges and Opportunities of the market. 

Marketing Environment is generally divided in two ways : 1. Macro Environment 2. Micro Environment. 

1. Micro Environment: This environment mainly consists of the factors which are clearly related to the company's environment . " The actors or forces close to the company that affects its ability to reach the Target Customer" is the Micro Environment. It Includes 1. The Company 2. Suppliers 3. Marketing Intermediaries 4. Customers 5. Competitors 6. Publics. 

So to start with The company , It includes all the departments of a company to check their internal abilities and wrongs . And to find out the internal challenges of company which mainly effects the Marketing Environment . 

2. Suppliers: The Most Important thing that the company should take care of , Because Supply Availability - Supply Shortages or delays , Labor strikes and events can cost sales in the short run and damage customer satisfaction in the long run. So it is always advised to take care of this

environment. 

3. Marketing Intermediaries: marketing Intermediaries are the channel partners, Distributors and Marketing Service Agencies which help the company to promote , sell and distribute its goods. So to reach the customers these are the important players in the market, So these people affect a lot on the Marketing Environment.

4. Customers: The King of the market, The whole business game is depended upon the Customer . There a lot of work is needed from the companies to meet the expectations of the customers. The Change in the customers Taste will affect a lot on the Marketing Environment Of the Company.

5. Competitors: The whole thing of a company should look while in the market is the Competitive analysis , which helps the company to reach the customer in time and with their expectations . There should be a proper strategy from the companies to grab the market prior to the Competitor. Because of this there will be a lot of affect in the marketing Environment. 

6. Publics: "Any group that has an actual and potential interest in or impact on an organizations ability to achieve its objectives." It includes 1. Financial Public , Such as Banks ,Investment houses and stockholders which influences the fund management of a company. 2. media Public , which carries the news, information , features and editorial opinions. Apart from these it includes , Government Public, Citizen - Action Public, Local Publics, General Publics, Internal Publics. 

2. Macro Environment: The Largest Societal Factors that affect the Micro Environment . It Consists of Demographic, Economic Natural, Technological, Political and Cultural Forces. 

Demographic: It is the study of human populations in terms of size ,Density,Location,age , Gender, race ,Occupation, and other statistics. 

Economic Natural: It is the factors that affect the consumers buying power and Spending patterns . Because of which we can say that there will be a profit in the business or not. If the customers spends more then only there will be a good sale. 

Technological : Factors That Create new technologies , Creating New product and Market Opportunities. So for every reason that Marketers should take care of this , as every company should be update of the new product and Technology , Otherwise the competitors can grab the market. 

Political and Cultural : The political Forces can be Laws, Government agencies, and pressure groups that influence and limit various organizations and individuals in a given society. And the Cultural Forces can be defined as the Institutions and other forces that affect society's basic values, perceptions, preferences, and behaviors. 

Marketing research

Marketing research is the systematic gathering, recording, and analysis of data about issues relating to marketing products and services. The term is commonly interchanged with market research; however, expert practitioners may wish to draw a distinction, in that market research is concerned specifically with markets, while marketing research is concerned specifically about marketing processes.

Marketing research is often partitioned into two sets of categorical pairs, either by target market:

Consumer marketing research, and Business-to-business (B2B) marketing research

Or, alternatively, by methodological approach:

Qualitative marketing research, and Quantitative marketing research

Consumer marketing research is a form of applied sociology that concentrates on understanding the preferences, attitudes, and behaviors of consumers in a market-based economy, and it aims to understand the effects and comparative success of marketing campaigns.

Thus, marketing research may also be described as the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems and opportunities in marketing. The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behavior.

Role of marketing research (MR)

The task of marketing research is to provide management with relevant, accurate, reliable, valid, and current information. Competitive marketing environment and the ever-increasing costs attributed to poor decision making require that marketing research provide sound information. Sound decisions are not based on gut feeling, intuition, or even pure judgment.

Marketing managers make numerous strategic and tactical decisions in the process of identifying and satisfying customer needs. They make decisions about potential opportunities, target market selection, market segmentation, planning and implementing marketing programs, marketing performance, and control. These decisions are complicated by interactions between the controllable marketing variables of product, pricing, promotion, and distribution. Further complications are added by uncontrollable environmental factors such as general economic conditions, technology, public policies and laws, political environment, competition, and social and cultural changes. Another factor in this mix is the complexity of consumers. Marketing research helps the marketing manager link the marketing variables with the environment and the consumers. It helps remove some of the uncertainty by providing relevant information about the marketing variables, environment, and consumers. In the absence of relevant information, consumers' response to marketing programs cannot be predicted reliably or accurately. Ongoing marketing research programs provide information on controllable and non-controllable factors and consumers; this information enhances the effectiveness of decisions made by marketing managers.

Traditionally, marketing researchers were responsible for providing the relevant information and marketing decisions were made by the managers. However, the roles are changing and marketing researchers are becoming more involved in decision making, whereas marketing managers are becoming more involved with research. The role of marketing research in managerial decision making is explained further using the framework of the "DECIDE" model:

DDefine the marketing problem

EEnumerate the controllable and uncontrollable decision factors

CCollect relevant information

IIdentify the best alternative

DDevelop and implement a marketing plan

EEvaluate the decision and the decision process

The DECIDE model conceptualizes managerial decision making as a series of six steps. The decision process begins by precisely defining the problem or opportunity, along with the objectives and constraints.[ Next, the possible decision factors that make up the alternative courses of action (controllable factors) and uncertainties (uncontrollable factors) are enumerated. Then, relevant information on the alternatives and possible outcomes is collected. The next step is to select the best alternative based on chosen criteria or measures of success. Then a detailed plan to implement the alternative selected is developed and put into effect. Last, the outcome of the decision and the decision process itself are evaluated.

Marketing research process

Marketing research process is a set of six steps which defines the tasks to be accomplished in conducting a marketing research study. These include problem definition, developing an approach to problem, research design formulation, field work, data preparation and analysis, and report generation and presentation.

Step 1: Problem Definition

The first step in any marketing research project is to define the problem. In defining the problem, the researcher should take into account the purpose of the study, the relevant background information, what information is needed, and how it will be used in decision making. Problem definition involves discussion with the decision makers, interviews with industry experts, analysis of secondary data, and, perhaps, some qualitative research, such as focus groups. Once the problem has been precisely defined, the research can be designed and conducted properly.[2]

Step 2: Development of an Approach to the Problem

Development of an approach to the problem includes formulating an objective or theoretical framework, analytical models, research questions, hypotheses, and identifying characteristics or factors that can influence the research design. This process is guided by discussions with management and industry experts, case studies and simulations, analysis of secondary data, qualitative research and pragmatic considerations. [2]

'Step 3: Research Design Formulation'

A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the required information, and its purpose is to design a study that will test the hypotheses of interest, determine possible answers to the research questions, and provide the information needed for decision making. Conducting exploratory research, precisely defining the variables, and designing appropriate scales to measure them are also a part of the research design. The issue of how the data should be obtained from the respondents (for example, by conducting a survey or an experiment) must be addressed. It is also necessary to design a questionnaire and a sampling plan to select respondents for the study.

More formally, formulating the research design involves the following steps:

1. Secondary data analysis2. Qualitative research3. Methods of collecting quantitative data (survey, observation, and

experimentation)4. Definition of the information needed5. Measurement and scaling procedures6. Questionnaire design7. Sampling process and sample size8. Plan of data analysis

Step 4: Field Work or Data Collection

Data collection involves a field force or staff that operates either in the field, as in the case of personal interviewing (in-home, mall intercept, or computer-assisted personal interviewing), from an office by telephone (telephone or computer-assisted telephone interviewing), or through mail (traditional mail and mail panel surveys with prerecruited households). Proper selection, training, supervision, and evaluation of the field force helps minimize data-collection errors.

Step 5: Data Preparation and Analysis

Data preparation includes the editing, coding, transcription, and verification of data. Each questionnaire or observation form is inspected, or edited, and, if necessary, corrected. Number or letter codes are assigned to represent each response to each question in the questionnaire. The data from the questionnaires are transcribed or key-punched on to magnetic tape, or disks or input directly into the computer. Verification ensures that the data from the original questionnaires have been accurately transcribed, while data analysis, guided by the plan of data analysis, gives meaning to the data that have been collected. Univariate techniques are used for analyzing data when there is a single measurement of each element or unit in the sample, or, if there are several measurements of each element, each RCH variable is analyzed in isolation. On the other hand, multivariate techniques are used for analyzing data when there are two or more measurements on each element and the variables are analyzed simultaneously.

Step 6: Report Preparation and Presentation

The entire project should be documented in a written report which addresses the specific research questions identified, describes the approach, the research design, data collection, and data analysis procedures adopted, and presents the results and the major findings. The findings should be presented in a comprehensible format so that they can be readily used in the decision making process. In addition, an oral presentation should be made to management using tables, figures, and graphs to enhance clarity and impact.

For these reasons, interviews with experts are more useful in conducting marketing research for industrial firms and for products of a technical nature, where it is relatively easy to identify and approach the experts. This method is also helpful in situations where little information is available from other sources, as in the case of radically new products.

CHAPTER – III :

OBJECTIVES OF THE STUDY

OBJECTIVE OF STUDY

During the training period in the LOTUS BAWA Ltd. I have studied the

organizational structure and the present system of marketing structure of

LOTUS BAWA The purpose behind this studies the practical knowledge

about the method of advertisement. I have tried to spot the weakness in

the advertisement techniques. A detail study with below mentioned

objective has been undertaken: -

1. To know about the history of the organization, its structure and

functioning of LOTUS BAWA

2. To know theoretical profile and conceptual framework of

Standards.

2. To know the advertising policy of LOTUS BAWA.

3. To know the medias of advertisement adopted by LOTUS BAWA.

5. To analyze existing system and various observation and suggestion

provided to the LOTUS BAWA

CHAPTER – IV :

RESEARCH

METHODOLOGY

RESEARCH METHODOLOGY

This project is based on information collected from both primary and

secondary data. The data has been used to cover various aspects of

advertisement and sales promotion activities being undertaken by the

organization under the study.

COLLECTION OF DATA

Primary Source Secondary Source

Personal Questionnaire Company Books

Primary Source

Personal Interviews: regular visits to the company were made to

obtain the structure of the organization and routine working of the

industry. Interviews were sought with the management officials and

the staff of the company’ s marketing and sales department.

Questionnaires: questionnaires contain the list of question relating to

the influence of advertising and sales promotion techniques on the

customer of LOTUS BAWA

Website of the company i.e.

www.lotus-bawa.com also gave useful information to complete the

project.

Secondary sources

Company registers: Marketing Manager, Distribution Manager and

Sales Manager provide sufficient information related to the various

advertising medias, exhibitions, shows, trade fairs organized by the

company from the registers maintain by the company.

Books: Book provided by the company’s library as well as college

library helps a lot in gathering the information.

LIMITATIONS OF STUDY

1. Though every care was taken to maintain object, yet the prejudice

in response cannot be ruled out.

2. Limited time and limited funds made the detailed study a bit

difficult.

3.

4. As the collection of data in a big concern is always time

consuming and I had to complete all this to in a very short period

of time as my study was for only few weeks time.

Period of Study :

20th June 2007 to 03rd August 2007.

Research Doing :

The data has been analyzed in the form of bar graphs and pie graphs.

CHAPTER – V :

DATA ANALYSIS AND ITS

INTERPRETATION

DATA ANALYSIS AND ITS INTERPRETATION

Ques 1 How many courses are you providing to you providing to your

students?

Table 5.1

1-2 10%

3-4 40%

Above 5 50%

INTERPRETATION

In order to calculate through information which we got through

telephone interview. got a questionnaire form filled from 30 valued

customers. And all of then well aware about the products of LOTUS

BAWA.

Ques. 2. Can you tell me when your session start?

Table 5.2

August

Janvery

September

After 6 month

INTERPRETATION

The analysis shows that majority of the customers got information about

the products of LOTUS BAWA from their Dealer 23 % of customers got

information through advertisement and 47 % and 30 % of customers get

information through friends respectively.

Ques 3.What is the `student strength of your Institute

Table 5.3

Student strength Percentage (%)Below to 100

Below to 200

Below to 500

Below to1ooo

Above to 1000 3

27%

10%47%

13% 3%

ExcellentVery goodGoodFairPoor

INTERPRETATION

The analysis of the quality policy shows that majority of their customers

rated the quality of their products to be good and only a nominal of them

were unsatisfied with their quality performance 27 % of the customers

ranked it as excellent 10 % customers are very much satisfied towards

quality and ranked it as very good. 47 % of customers ranked it as good

13 % of customers ranked it as fair and only 3 % of customers are not

satisfied with the quality policy and ranked it poor.

Ques 4. Is there any dress code for student or not?

Yes No

INTERPRETATION

The analysis of this parameter shows that almost half the customer were

satisfied regarding the delivery aspects and other half were not satisfied

with the delivery facilities provided by LOTUS BAWA 7 % of the

customers ranked as excellent 7 % customers are very much satisfied

towards quality and ranked as good. 30 % of customers ranked as fair 20

% of customers are not satisfied with the delivery parameter and ranked

as poor.

Ques 5 Are providing dress and shoes to your student?

Yes No Only clothes

INTERPRETATION

This analysis of price policy shows that most of the customer responded

the pricing policy of the concern to be fair and 13 % of the customer

ranked as excellent 7 % customer are very much satisfied towards price

and ranked are very good. 13 % of customer ranked as good 47 % of

customer ranked as fair 20 % of customer are not satisfied with the price

policy and ranked as poor.

Ques 6. .Which design of formal shoes would you prefer to your student ?

Oxford Any type of leather shoes

Table 5.6

13%

14%

47%

23%3%

ExcellentVery goodGoodFairPoor

INTERPRETATION

The analysis of this parameter shows that the majority of the customer

fovoured the response criteria of the concern to be good only a few ones

were unsatisfied, 13 % of the customers ranked as excellent 14 %

customers are very much satisfied towards response and ranked as very

good 47 % of customers ranked as good. 23 % of customers ranked as

fair 3 % of customers are not satisfied with the response parameter and

ranked as poor.

If any colleges or institutes is providing formal shoes to your student

then.

Ques 7.Which brand shoes you are providing to your student ?

Bata Mouchi

Other

Table 5.7

Quality 40 %

Delivery 13 %

Price 17 %

Response 30 %

40%

13%17%

30%QualityDeliveryPriceResponse

INTERPRETATION

Majority of the customers prefer the products of LOTUS BAWA because

of good quality of the products but pricing policy needs some

modification. 40 % of the customer prefer LOTUS BAWA products

because of high quality 13 % prefer due to price 17% due to easy

adaptability and 30 % due to previous usages.

Ques 8. Ques 8. Through which channel are you purchasing ?

Discount Friendly

Convenient Other

For how long you have been using the products of LOTUS BAWA?

Table 5.8

Less than 6 months 23 %

6 months to 1 year 20 %

1 year to 2 years 17 %

2 years to 3 years 17 %

Above 3 years 23 %

23%

20%17%

17%

23%Less than 6 months6 months to 1 year1 year to 2 years2 years to 3 yearsAbove 3 years

INTERPRETATION

23 % of customer are using the products of LOTUS BAWA for less than

6 months. 20 % for 6 months to 1 year 17 % are using the products of

LOTUS BAWA for 1 year to 2 years. 17 % from 2 to 3 years and 23 % of

them are using the products for above 3 years due to trust in quality.

Ques 9 What is your expected price of formal shoe.

1000 1000-1500 1500- 2000

Do you wish to buy the product of LOTUS BAWA in future?

Table 5.9

Yes 44 %

No 33 %

Cant’ say 23 %

44%

33%

23%

YesNoCant’ say

INTERPRETATION

Majority of the customer prefer to buy the product of LOTUS BAWA in

future 44 % of the customer would like to buy the product of LOTUS

BAWA in future 33 % of the customer would no like to buy the products

of LOTUS BAWA in future due to certain reasons. 23 % of the customer

are not sure whether they will purchase products of LOTUS BAWA in

future or not.

CHAPTER – VI:

FINDINGS OF THE STUDY

FINDINGS

The observation of this study made on advertisement and sales promotion

policy are as follows:

1. LOTUS BAWA. is trying to involve or adopt new schemes to promote

sales.

2. Sales policy and discount structure as sales promotion techniques is

formulated by taking into account competitor’s sales policy.

3. Proper marketing setup like sales executive and filed staff has smooth

relations with authorized dealers and generate new business.

4. Special attention is given to attend the complaints from the customers

of authorized dealers by providing them with reliable after sales

service.

5. The placement of goods by company is also speedy.

6. Strictly quality control consists consumer service also promotion

sales.

7. While managing advertisement campaigns, the LOTUS BAWA keep a

regular watch on activities of competitors so that their sales are not

affected at all.

8. The company has increased its advertisement cost to increase its sales

and to make aware the people about the LOTUS BAWA product.

9. With the following of cutting of its expenses the company may have

effected its sales and profits

SUGGESTIONS

LOTUS BAWA is very good, big and successful company. It is

progressing by leaps and bounds. Its turnover increase year by year which

results in strengths, its turnover increase year by year which results in

strengths, its hard working people, strict quality control, clear objective

and continue product improvement.

From survey it has become clear that there are some problems

which can be handled easily, if a little bit of care is taken.

Certain suggestion and recommendations which might be useful in

order to promote the sales.

1. The suggestion of the people which they gave us during survey should

be think, analyses and implemented properly.

2. Proper eye should be kept on the authorized dealers and also on their

preference for selling the product.

3. Some schemes for ads should be introduced so that they can prefer

LOTUS BAWA product. They must aware about the quality of the

product.

4. After sales service should not be delayed.

5. The transportation of goods not be delayed. As a customer will get

agitated and will not do the mistake of ordering again. Timely supply

is necessary for retaining customer because where comparisons takes

place then at that time consumers will differentiate even a single point

also.

6. Company should adopt the policy lowering the price of their product.

7. There should be regular follow up of permanent customer. Timely

reply should be given to the enquires and customers complaints.

8. Company should conduct meetings in the backward areas where the

most of the people are unaware.

9. From the survey it has analyzed that the areas which needs a lot of

awareness regarding the LOTUS BAWA’s products. Most of the

people have listened about the LOTUS BAWA name. So it is

suggested to promote salesman ship in those areas with the help of

more and people will become aware. It will prove to be a very

effective.

CHAPTER – VII :

CONCLUSION

CONCLUSION

LOTUS BAWA is big and popular company. It is scaling new heights of

expectance. The company is started in 1951 and from there it is trying to

reach the heights of excellence. I come to know about the achievement

form company profile where all the departments of the company is

mentioned and environment of the concern is also depicted from there.

Categorization of product is given so to know the details of the product

range.

In advertisement policy of LOTUS BAWA all the media’s of

advertisement is mentioned which are company is adopting to aware the

people and to increase the sales.

All the activities of the advertising policy of LOTUS BAWA,

which shows the company’s secret of success.

At last the observation and suggestion are given so that company is

being able to overcome its deficiencies.

BIBLIOGRAPHY

BIBLIOGRAPHY

Books :

Kotler Philip, "Marketing Management" – Prentice Hall India, New

Delhi pp 564-565 "Minding the Customer Mind" Business India

(March 2002)

Chunawala S.A. and Sethia, K.C. (2002), "Foundation of Advertising

Theory and Practice" Himalaya Publishing House, Mumbai pp-6-22.

Byod, Westfall and Stasch, "Marketing research" Text and Cases,

Sixth Edition

Websits :

www.lotus-bawa.com

www.google.com

ANNEXURE

QUESTIONNAIRE

Ques 1. How many courses are you providing to you providing to your

students?

2 4 more then 5

Ques. 2. Can you tell us when your session start?

After 6 month Annualy

Ques 3 What is the student strength of your Institute?

Below to 100 below to 200 below to 500

Below to 1000 above to 1000

Ques 4. Is there any dress code for the students or not

Yes No

Ques 5 Are providing dress and shoes to your student?

Yes No Only clothes

Ques 6.Which design of formal shoes would you prefer to your student ?

Oxford Any type of leather shoes

If any colleges or institutes is providing formal shoes to your student

then.

Ques 7.Which brand shoes you are providing to your student ?

Bata Mouchi

Other

Ques 8. Through which channel are you purchasing ?

Discount Friendly

Convenient Other

Ques 9 What is your expected price of formal shoe.

1000 1000-1500 1500- 2000

If they are not providing formal shoes to their student then we get their e-

mail id for sending quotation, after sending the quotation collect there

feedback.