A

PROJECT REPORT

ON

“TO STUDY SALES AND PROMOTION STRATEGY OF

K R THREAD WORKS”

Submitted to

Rashtrasant Tukdoji Maharaj Nagpur University

In partial fulfillment degree

Of

Masters of Business Administration

In the faculty of commerce

Submitted by

ANKIT HEDAOO

Under the guidance of

PROF. Mr. HARDIK JOGI

G.H.RAISONI INSTITUTE OF INFORMATION TECHNOLOGY,

NAGPUR

SESSION 2017-2018

PROJECT MENTOR

MR. AKHILESH MANEKAR SIGNITURE

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 DECLARATION

I hereby declare that the project entitled “TO STUDY SALES AND
PROMOTION STRATEGY OF K R THREAD WORKS” At NAGPUR is an
independent research work done by me as part of MBA.

Curriculum University of R.T.M NAGPUR UNIVERSITY NAGPUR under the

guidance of MR. HARDIK JOGI. This has not been previously submitted for
an award of degree of this or any other university.

PLACE: NAGPUR (ANKIT D. HEDAOO)

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This is to certify that Mr. ANKIT D. HEDAOO student of MBA 2nd year of
G H RAISONI INSTITUTE OF INFORMATION & TECHNOLOGY, NAGPUR have
completed their Project “TO STUDY SALES AND PROMOTION
STRATEGY OF K R THREAD WORKS” in the year 2016-2018 in partial
fulfillment of R.T.M. Nagpur University requirements for the award of the
degree of Master of Business Administration.

Project Guide

PROF. Mr. HARDIK JOGI

Date:

3
 PREFACE

In this age of globalization hyper competition has become a regular feature.

Today the markets are no less then battlegrounds and one has to strive very hard
for survival and growth.

Due to very rapid industrialization all over the world the demand for the
managerial personnel and the administrative personnel has increased. The perfect
study of Management involves both the theoretical as well as practical aspects. To
survive in this highly competitive market “Practical Knowledge” is as relevant as
the Theoretical.

The significance of MBA Degree is that the Theoretical aspects, which a

student learns throughout the year in the class sessions, can be practically applied
through different projects, which one undertakes. Keeping in tune with this
doctrine, we have tried to apply theoretical aspects throughout the project, which
we learned under the course of management.

In this project more emphasize given to the various tools of sales promotion
and different marketing strategies and its impact on customer. Actually in recent
trend to some extent this technique also become victim of clutter, even though it
can be eliminated by generating innovative and more attractive tools to lure the
customers.

Now a day most of the companies considering sales promotion as an

important part of their marketing strategy. From the analysis of survey it becomes
clear that consumers do response to the sales promotion campaign, but there are
customers who strongly prefer to stick to brand name.

GHRIIT ANKIT D. HEDAOO

R.T.M Nagpur University

Nagpur.

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 ACKNOWLEDGEMENT

Every study requires a guidance of someone who is working in that field.

Firstly we would like to thank Principal Dr. MAMTA MUTHAL for providing an
opportunity of preparing a Grand Project Report and allowing us to use the
resources of the institution during this project.

We are extremely thankful to our Project Guide, Mr. HARDIK JOGI of

GHRIIT for their precious guidance regarding the preparation of the Project Report.
Their guidance has proved to be useful and without them, the preparation of this
report might not have been possible.

We are also thankful to the other faculty members of GHRIIT for extending
their valuable support for this project.

We also extend our sincere thanks to the Respondents, who helped us

during the course of our project and for their gracious attitude.

We would like to take this opportunity to extend our warm thoughts to those
who helped me in making this project a wonderful experience.

Last but not the least; we would also like to thank our family for their
support and encouragement.

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 Executive Summary

As a part of our study curriculum it is necessary to conduct a grand project.

It provides us an opportunity to understand the particular topic in depth and which
leads to through to that topic. My topic for the grand project is titled as “TO
STUDY SALES AND PROMOTION STRATEGY OF K R THREAD WORKS” in
which emphasis given to the effect of sales promotion on identifies the new market
potential.

To start with we will give brief information regarding THREAD sector then
moving to the main topic we will explain what is topic is all about. Marketing
Strategies and Promotion is one of the pillars of marketing mix and same way
sales promotion is also one of the elements of promotion.

With respect to Marketing Strategies and there are certain theories narrated
as operant conditioning and projective theory. Based on secondary source certain
theoretical aspects are also included as a part of study.

Then after concentration is given to the primary research. It includes the

analysis and results of survey which was focuses on Marketing Strategies of
Organization. The survey was conducted with the help of structured questionnaire.

At last conclusion of report, findings and suggestions was given based on

study of secondary source as well as primary research.

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 INDEX

Sr. No. Page No.

TOPIC / PARTICULAR

1 Introduction 8

15
Objectives of Study
2

3 Company Profile 17

4 Research Methodology 20

5 Interpretation and Analysis of Data 22

6 Findings and Suggestions 28

7 Conclusion 30

8 Limitations
32

34
9 Hypothesis

10 Bibliography 36

38
Annexure: Questionnaire
11

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Introduction

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 MARKETING

Definition

Marketing is defined by the American Marketing Association 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. The term developed from the original meaning which referred literally to
going to market with goods for sale. From a sales process
engineering perspective, marketing is "a set of processes that are interconnected
and interdependent with other functions" of a business aimed at achieving
customer interest and satisfaction.

Philip kotler defines marketing as:-marketing is about Satisfying needs and

wants through an exchange process.

The Chartered Institute of Marketing defines marketing as "the management

process responsible for identifying, anticipating and satisfying customer
requirements profitably." A similar concept is the value-based marketing which
states the role of marketing to contribute to increasing shareholder value. In this
context, marketing can be defined as "the management process that seeks to
maximise returns to shareholders by developing relationships with valued
customers and creating a competitive advantage."

Marketing practice tended to be seen as a creative industry in the past, which

included advertising, distribution and selling. However, because the academic
study of marketing makes extensive use of social
sciences, psychology, sociology, mathematics, economics, anthropology and neu
roscience, the profession is now widely recognized as a science, allowing
numerous universities to offer Master-of-Science (MSc) programs.

The process of marketing is that of bringing a product to market in which includes

these steps: broad market research; market targeting and market segmentation;
determining distribution, pricing and promotion strategies; developing a

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communications strategy; budgeting; and visioning long-term market
development goals. Many parts of the marketing process (e.g. product design, art
director, brand management, advertising, copywriting etc.) involve use of the
creative arts.

The Marketing Concept

The 'marketing concept' proposes that in order to satisfy the organizational
objectives, an organization should anticipate the needs and wants of consumers
and satisfy these more effectively than competitors. This concept originated from
Adam Smith's book The Wealth of Nations, but would not become widely used
until nearly 200 years later. Marketing and Marketing Concepts are directly
related.
Given the centrality of customer needs and wants in marketing, a rich
understanding of these concepts is essential.

Needs: Something necessary for people to live a healthy, stable and safe life.
When needs remain unfulfilled, there is a clear adverse outcome: a dysfunction
or death. Needs can be objective and physical, such as the need for food, water
and shelter; or subjective and psychological, such as the need to belong to a
family or social group and the need for self-esteem.

Wants: Something that is desired, wished for or aspired to. Wants are not
essential for basic survival and are often shaped by culture or peer-groups.
Demands: When needs and wants are backed by the ability to pay, they have
the potential to become economic demands.
Marketing research, conducted for the purpose of new product development or
product improvement, is often concerned with identifying the consumer's unmet
needs. Customer needs are central to market segmentation which is concerned
with dividing markets into distinct groups of buyers on the basis of "distinct needs,
characteristics, or behaviour who might require separate products or marketing
mixes." Needs-based segmentation (also known as benefit segmentation) "places
the customers' desires at the forefront of how a company designs and markets
products or services." Although needs-based segmentation is difficult to do in
practice, has been proved to be one of the most effective ways to segment a
market. In addition, a great deal of advertising and promotion is designed to show
how a given product's benefits meet the customer's needs, wants or expectations
in a unique way.

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 SALES

Definition

A person or organization expressing an interest in acquiring the offered item of value

is referred to as a potential buyer, prospective customer or prospect. Buying and
selling are understood to be two sides of the same "coin" or transaction. Both seller
and buyer engage in a process of negotiation to consummate the exchange of values.
The exchange, or selling, process has implied rules and identifiable stages. It is implied
that the selling process will proceed fairly and ethically so that the parties end up
nearly equally rewarded. The stages of selling, and buying, involve getting acquainted,
assessing each party's need for the other's item of value, and determining if the values
to be exchanged are equivalent or nearly so, or, in buyer's terms, "worth the price".
Sometimes, sellers have to use their own experiences when selling products with
appropriate discounts.

From a management viewpoint it is thought of as a part of marketing, although

the skills required are different. Sales often forms a separate grouping in a
corporate structure, employing separate specialist operatives known
as salespersons. Selling is considered by many to be a sort of persuading" art".
Contrary to popular belief, the methodological approach of selling refers to
a systematic process of repetitive and measurable milestones, by which a
salesman relates his or her offering of a product or service in return enabling the
buyer to achieve their goal in an economic way. While the sales process refers to
a systematic process of repetitive and measurable milestones, the definition of the
selling is somewhat ambiguous due to the close nature
of advertising, promotion, public relations, and direct marketing.

PROMOTION

Definition

Promotions refer to the entire set of activities, which communicate the product,
brand or service to the user. The idea is to make people aware, attract and induce
to buy the product, in preference over others.

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Description

There are several types of promotions. Above the line promotions include
advertising, press releases, consumer promotions (schemes, discounts,
contests), while below the line include trade discounts, freebies, incentive trips,
awards and so on. Sales promotion is a part of the overall promotion effort.

1. Personal selling: one of the most effective ways of customer relationship.

Such selling works best when a good working relationship has been built up over
a period of time.
This can also be expensive and time consuming, but is best for high value or
premium products.

2. Sales promotions: this includes freebies, contests, discounts, free services,

passes, tickets and so on, as distinct from advertising, publicity and public
relations.

3. Public relations: PR is the deliberate, planned and sustained effort to establish

and maintain mutual understanding between the company and the public.

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Promotional strategies in marketing

"Marketing mix" is a term used to describe the "four Ps" of marketing, which are
price, product, place and promotion. These promotional strategies are ways
companies communicate information about their products and services with the
end goal of increasing sales. Examples of promotional strategies in marketing
include advertising, public relations, personal selling and sponsorship.

Advertising

Advertising is a promotional marketing strategy companies use to create

awareness about their products and services. The goal of advertising as a
promotional strategy is to generate a response from your target customer. You
can use a variety of different types of advertising: television and radio
advertisements; print advertisements in newspapers, magazines and journals;
direct mail advertisements in which you send marketing materials directly to a
select list of customers; and outdoor advertising such as posters, banners, signs
and bus ads.

Public Relations

Public Relations is a promotional strategy that seeks to establish and maintain

communication and understanding between your company and the public. Public
relations is a long-term promotional marketing strategy that helps communicate
positive updates about your company, product or service, and helps you control
damage when a problem arises that puts your business in the public spotlight.
Examples of public relations strategies you can use include press releases, media
interviews, corporate web videos, company blogs and interactions in social
media.

Personal Selling

Personal selling is another promotional strategy you can use to market your
business. Personal selling involves hiring one or more sales people to manage
personal customer relationships and sell your products and services. Whether
you have a large sales force or you do all the selling yourself, personal selling is

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an important strategy for the majority of businesses. When you determine your
personal selling strategy, track and measure the business you bring in through
your sales efforts to help establish best practices for effective selling.

Sponsorship

Sponsorship is a promotional strategy in marketing in which your company pays

to be associated with a certain event, cause or other organization. For example,
large companies pay to sponsor professional sports teams, television events and
international competitions such as the Olympics. In exchange for sponsoring
these events, companies get brand exposure and publicity. At the local level,
you can sponsor a little league team, local festival or concert to help spread the
word about your business.

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Objectives of Study

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Research Objectives:

Objectives of the Project entitled as Marketing Strategy adopted by K R THREAD

WORKS Nagpur in Nagpur city is as follows:

 Identify the different Marketing strategies of K R THREAD WORKS

 To evaluate the Market Potential

 Main objective of study Analysis of Data

 To study existing marketing strategies of company.

 To study the effectiveness of sales and promotion in business to

business marketing.

 To study the importance of personal selling as compared to other

channel.

 To know the customer view point regarding various sales and

promotion techniques.

 To study various factors such as quality, price, easy availability etc.

and its positive impact.

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COMPANY PROFILE

17
 INTRODUCTION TO COMPANY

K R THREAD WORKS was established in 1991, founder of MR.

KHUBCHAND AHUJA We are today of the leading manufacturer of all
types of threads with brand name K R THREADS.

At K R THREAD WORKS All products are manufactured with modern

technologies & raw materials.

K R THREAD WORKS provide wide range of solutions for sewing,

embroidery and for special applications in clothing, home textile and
leather products, etc.

Vision

Rooted in values, creating World Class Textiles

Values

• We are customer oriented and constantly seek new technologies and

product solutions.

• We endeavor to be creative and innovative in our response to problems,

processes and solutions.

• We work with long term perspective and deal with or ride through short
term situations with objectivity and right understanding even when the
organization has to bear the sufferings /pain.

• We try to benchmark ourselves against the industry leaders and accord

high priority to excellence than size or rank.

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• We believe in creating a learning organization which accepts change as a
way of life.

• We believe in values of leadership, team work, openness, trust and free

flow of ideas.

• We offer opportunities to people without any favor or bias but purely on

merit. We have strong belief in respect of people.

• We place great emphasis on development of the potential of our people

through training & development.

• Fairness in our approach, ethical conduct and concern for environment

and ecology remains abiding values with us.

MISSION

K R THREAD WORKS aims to be the world class textile organization producing

diverse range of products for the global textile market. K R THREAD WORKS seeks
to achieve customer delight through excellence in manufacturing and customer
service based on creative combination of state-of-the-art technology and human
resources. K R THREAD WORKS is committed to be responsible corporate citizen.

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Research Methodology

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Research Methodology

A sales promotion is a short-term marketing strategy designed to stimulate

interest in a product or service. Small-business owners can make use of sale
promotion techniques for purposes such as generating additional traffic in their
location or luring business from the competition. Effective sales promotions
typically require following a predetermined methodology.

 Market research
 Customer interaction
 Previous data analysis
 Survey
 Observation

Data collection Method:

a) Primary Data Collection Method:

 Survey method was used for primary data collection.

 We used questionnaire as an instrument for survey method.

 Structured questionnaire.

 Type of questionnaire: Open ended and closed ended.

b) Secondary Data Collection method:

 Reference books.

 Internet.

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Interpretation and Analysis of Data

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 1. What do you most like about these products?

Respondent Percentage

Product quality 20 40%

Low price 15 30%

Availability 15 30%

Offers 0 0%

Total 50 100%

Preferance for the Products

offers
0%

Avilabilty
30%
product quality
40

Low price
30%

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Analysis:

From the above analysis the 40% customers gives preference for product quality
than the others.

2. The quality of product is?

Respondent Percentage

Excellent 25 50%

Poor 0 0%

Good 15 30%

Average 10 20%

Total 50 100%

Quality Of Product

Average
20%

Excellent
50%

Good
30%

Poor
0%

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Analysis:

From the above analysis the chart shows most customers said the quality of
products is excellent.

3. Do you have an Availability of Product?

Respondent Percentage

Yes 45 90%

No 5 10%

Total 50 100%

Availability of Product

No
10%

Yes
90%

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Analysis:

From the above analysis it is clear that most of the shopkeepers get aware of the
product and they have availability of products.

4. How do you get products?

Respondent Percentage

Yes 50 100%

No 0 0%

Total 50 100%

Analysis:

The above analysis shows the retailers get products from stockiest not from
company.

7. What suggestion you give for sales promotion?

Respondent Percentage

More profit margin 20 40%

Gifts, Coupons 5 10%

Advertising 10 20%

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 No suggestion 15 30%

Total 50 100%

Suggestion of Reatailers
More profit margine Gift,coupons Advertising No suggestion

30%
40%

20%
10%

Analysis:

From the above analysis and chart it shows that the 40% retailers wants more
profit margin

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Finding and Suggestions

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Finding

According to my survey about 80% of the respondents agree on the fact that
company name influence the buying decisions. Company name, which have
positive image like K R THREAD WORKS, differently influence the buying
behavior of the customer.

K R THREAD WORKS Company provides better personal selling in b2b selling

techniques. So, K R THREAD WORKS Company is better than the other company
in personal selling in b2b selling.

Suggestions

Segment your market.

Expand into new markets.

Put your business on the web.

Advertise.

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Conclusion

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 Conclusion

After the detail analysis of primary and secondary data following conclusions are
Drawn:-

With the advent of privatization, deregulation, globalization there has been a

significant increase in competition. in order to survive this competition, thread industry
need to understand the needs of their customers better, and formulate strategies and
technology accordingly so that the customer is served efficiently and effectively and
is thus retained

1. K R THREAD WORKS categories the customer based on products. Like sewing

threads, industrial products etc.

2. The major parameter that effective in sales, that is

Company Reputation

Quality of Product

Price of Product

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Limitations

32
Some are the following some limitation of study:

1) Analysis is made on the information provided by the Retailers.

2) It is difficult to give the exact reason of low of particular product because it is

simultaneously depends upon quality and price.

3) The market research area is limited to Nagpur city only.

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Hypothesis

34
Hypothesis

1) The marketing strategy of company or sector is affected by the price

difference of the product.

2) The Change in Marketing Strategies of Companies is not depending the size

of company.

3) According to the facts and figures we can assume that a strong marketing
strategy helps a lost to reach the product till the customer in this competitive
era.

4) As per the findings, with the help of strong marketing strategies a

company can sell his product successfully.

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Bibliography

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BIBLOGRAPHY

www.wikipedia.org

www.economictimes.indiatimes.com

www.bizfluent.com

Books

1) Marketing Management By: V.S.Ramaswami.

Publication: Prentice Hall Of India.

2) Marketing Management By: Philips Kotler

3) Research Methodology By: C. R. Kothari. Publication: New Age International

Publication.

37
Annexure: Questionnaire

38
Q: 1 Do you have an availability of K R THREAD products?

Yes No

If No

Q A: Why don’t you sale K R THREAD products?

No proper supply more time for supply

Less Demand High price

Q2: How do you rank K R THREAD sales Promotional

methods/scheme?

Excellent Good

Poor Average

Q3: Do you provide self – space for K R PRODUCT products?

Yes No

Q4: How do you get products?

From: Stockiest from: Company

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Q5: What suggestion you give for sales promotion?

More Profit Margin Attractive Free Gifts, Coupons

Advertising No Suggestion

Q6: Are you satisfied with quality of products?

Yes No

Q7: Which Trade Promotions do various companies offer?

Extra Margin Extra Units

Credit facility Gifts

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Q8: Please rank what you look for in order of importance when
selecting products of this kind?

1 2 3 4 5

Quality

Price

Quantity

Brand Name

Q9: What do you most like about these products?

Product quality Low Price

Availability Offers

Q10: The quality of these products is?

Excellent Poor

Good Average

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