A Project Report on “TO STUDY ON HOW MARKETERS USE SOCIAL MEDIA TO DEVELOP THEIR BUSINESS ” For “LUMINOUS WATER TECH.Pvt. Ltd.” By ROHIT GOSWAMI Under the guidance of Prof. PRADNYA BHANDARE Submitted To University Of Pune In partial fulfillment of the requirement for the award of the degree of Master of Business Administration (MBA) Through SINHGAD INSTITUTE OF BUSINESS ADMINISTRATION & RESEARCH 1
76
Embed
STUDY ON HOW MARKETERS USE SOCIAL MEDIA TO DEVELOP THEIR BUSINESS PROJECT
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
A Project Report on
“TO STUDY ON HOW MARKETERS USE SOCIAL MEDIA TO DEVELOP
THEIR BUSINESS ”
For “LUMINOUS WATER TECH.Pvt. Ltd.”
By
ROHIT GOSWAMI
Under the guidance of
Prof. PRADNYA BHANDARE
Submitted To
University Of Pune
In partial fulfillment of the requirement for the award of the degree of Master of
Business Administration (MBA)
Through
SINHGAD INSTITUTE OF BUSINESS ADMINISTRATION & RESEARCH
Pune-48
1
CERTIFICATE
2
ACKNOWLEDGEMENT
A project is never the work of an individual. Instead, it is a combination of ideas,
suggestions, reviews, contribution & work involving many people. I take this
opportunity to express my deepest sense of gratitude to all those who directly and
indirectly helped me in the successful completion of this project.
I would like to begin by thanking LUMINOUS WATER TECH.PVT. LTD., for giving me
the opportunity to be a part of this project.
I express my gratitude to all the respected employees of LUMINOUS WATER TECH. PVT.
LTD., for their invaluable help without which, I would not have been able to complete
this project. First of all I would like to thank Mr. PRABHAKAR KUMAR ( Sales
Executive),Mr. ABHAY sir, & Mr. PIYUSH sirfor their invaluable guidance and
encouragements for the project. I also want to express my earnest and intense sense of
gratitude to Mr. GUNJAN Sir(owner of the assigned outlet) for his constant support.
This project would not have been completed successfully without the precious
guidance of my project guide Prof. Pradnya Bhandare, to whom I express my sincere
gratitude.
This project gave me an opportunity to explore ground realities and look at business
from the grass root level. I was able to meet a wide array of people which was indeed
a learning experience.
ROHIT GOSWAMI
3
ABBREVIATIONS
GSP- Global Service for Purifier
MEP- Market Entry Products
BRP- Best Ro Purifier
FAP- Focused Appeal Products
GPS- Global Positioning System
4
TABLE OF CONTENTS
S.no TITLE Page No.
I Executive Summary 1
II Company Profile 3
III Objective 8
IVTo Study On How Marketers Use Social Media To
Develop Their Business 10
V Research Methodology 14
VI Analysis 18
VII Findings 33
VIII Suggestions 35
IX Limitations 37
X Exhibits 39
XI Bibliography 49
5
CHAPTER – I
EXECUTIVE SUMMARY
6
CHAPTER – I
EXECUTIVE SUMMARY
‘‘I’’RO water purifier is a state of the art product from luminous water technologies pvt
Ltd, a part of the SAR group well acclaimed for introducing ‘’LUMINOUS’’ a well
respected household brand. In our quest for innovation, the ‘’I” RO water purifier has
been introduced to set the benchmark for pure water quality. This project was carried
out for a period of two months from 1st June 2013to 31st July 2013.The project
emphasizes on to study & map the consumer preference for sales promotion i.e. what
are the factors that influences the purchase of water purifier by a customer.Few factors
were chalked out which played a major role in purchase decision of water purifiers,
based on these parameters, preference chart was drawn. This chart helped in
determining the purchase decision hierarchy. Trade promotion schemes by different
companies are studied in this project.
Luminious has a wide product line serving to the needs of each category of customers.
They are user-friendly and provide value added services (VAS).In India Luminous
market share is 59.5% & needs to be strengthened as there are new & potential
competitors coming down the line.
All data that was required for this project has been through interviews and
questionnaires which is the primary source. Then the secondary data collected was
through internet, magazines & other historical data.Luminous needs to continuously
develop new& innovative product line to be ahead of its competitors. It needs to tap
tier II cities and rural market to maintain its leader position in the market. As the other
competitors are building up a strong retail presence across the country, Luminous
needs to have better liasoning with the retailers to be a market leader.
7
CHAPTER - II
COMPANY PROFILE
8
CHAPTER - II
COMPANY PROFILE
Introduction
Luminous is a world leader in Ro water purification system, driving the growth and
sustainability of the broad Ro water Purifier industry. Luminous also connects people
to each other and the information that matters to them with easy-to-use and innovative
products like Ro water purifier, touch screen system and , purified water storage
capacity of 8.5 Litres, advance filter change indicator system, customer care number
on display panel, quick and friendly customer service. Luminous provides equipment,
solutions and services for Ro water purifier and corporations.
Historical Background
At the beginning, Luminous Water Technology Private Limited is Indias’s
largest Livpure Ro Water Purifier And Fast service provider with over 2 million
customer. Luminous Water Technology Private Limited has established Monday,
October 15, 2012 LIVPURE ‘I’ RO WATER Purifier , most advanced & India first ‘Touch
Technology’ RO Water purifier, is a state of the art product from from Luminous
Water Technologies Pvt. Ltd., a SAR Group Venture, well acclaimed for introducing
9
LUMINOUS a well respected household brand. LIVPURE ‘I’ RO WATER Purifier is
available in Two Models: Touch and Touch plus with the MRP of RS 16,000 and RS
17,000.
Speaking at the launch, Mr. Rakesh Malhotra, Chairman, SAR Group, and
Founder Luminous Power Technologies, said “With a strong conviction in
our belief ‘Shudh Pani Swastha Bharat’, we have forayed into water purifier
business with an earnest endeavor to make available hygienic & pure
drinking water all across the country.
The Journey in to purification:-
SAR Group was established in 1988 by Mr. Rakesh Malhotra. who over the last 24 years built the Luminous brand. In June 2011, Mr. Malhotra divested 74% of his holding in Luminous Power Technologies to French electrical-engineering and power management company Schneider Electric.The group would now like to focus on the environment and build new businesses which can make life more efficient and comfortable for the people. With this in mind the group aims to set up five key businesses in the areas of:
- Water
- Clean technology
- Telecom
- Electricals
- Real Estate
We also have a venture fund which will invest with passionate entrepreneurs in’s
early growth stage companies.
Focusing on Purification
LUMINOUS has also produce large number of product in India. Nowadays luminous
is also focusing on water purifier system machine name is livpure ro water purifier.
10
Luminous Today
Today, Luminous is a world leader in water technologies, including inverter, battery,
mobile charger, mobile battery, wire, fan, and electronic parts.
Luminous in India
India's growing home water purification industry has seen yet another player enter the market, with Gurgaon-based diversified SAR Group formally announcing a foray into the market as part of its plan to enter into new business areas.
SAR Group on September 25 announced its foray into the water purifier industry, which is currently pegged at over Rs 4000 crore. The Group launched its first product, a touch technology reverse osmosis water purifier. The product has been branded Livpure.
The Group is known better for its Luminous brand of inverters and its promoter
Rakesh Malhotra had divested 74 per cent of his holding in Luminous Power
Technologies to French electrical-engineering and power management
company Schneider Electric in June 2011.
11
Infrastructure business
In the infrastructure business, Luminous has made significant progress in realizing business opportunities and increasing its market share in India. The brand has been rolled out by Luminous Water Technologies, which made an entry into the RO water purifier industry looking at the huge potential for potable water in urban and semi-urban areas across India.
R & D center
SAR Group intends to spend Rs 200 crore on manufacturing and R&D
processes while Rs 300 crore would be invested in sales promotion and
infrastructure for the Livpure brand.
Manufacturing in India
The Group has already invested Rs 30 crore on setting up a manufacturing facility for the water purifiers in Himachal Pradesh. It has also managed ta dealership for the water purifier and has plans to expand the dealership from existing 1500 in seven states to 5,000 across India by the end of the year.
12
CHAPTER – III
OBJECTIVE
13
CHAPTER – III
OBJECTIVE
This project seeks to know the consumer incentive to buy a water purifier&
there by arrive atpurchase decision hierarchy.This involved a keen observation
of the consumers and the factors that involved their purchasedecision.
To understand current trends in the market.
Classify retailer’s incentive to sell a water purifier.
There are competitors with great potential in the market, so the project emphasized to
study what would make retailer’s favorite brand.
To machine ways and means to enhance sales in the assigned outlet.
14
The project involved star outlets which were witnessing unwarranted sales
growth and it thus emphasized on enhancing the sales of Livpure ro water
vis-à-vis its competitors.
CHAPTER - IV
TO STUDY ON HOW MARKETERS USE SOCIAL
MEDIA TO DEVELOP THEIR BUSINESS
15
CHAPTER- IV
STUDY ON HOW MARKETERS USE SOCIAL MEDIA TO DEVELOP
THEUR BUSINESS
Every Marketer use to many promotion of the product for develop their business
& that are:-
Sales Promotion
Sales promotion is one of the mass-promotion tools of advertising and the other being
public relations. Sales promotion consists of short term incentives to encourage
purchase or sales of a product or service. Whereas advertising offers reasons to buy a
product or service, sales promotion offers reasons to buy now. Sales promotion tools
are used by most organizations including manufacturers, distributors, retailers, trade
associations & non-profit institutions.
Sales promotion is targeted towards final buyers (Consumer Promotion),