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STUDENT DECLARATION
I undersign DEVASHEESH MUKHERJEE student of MBA here by declared
that the research report entitled SALES PROMOTION OF ALCIRCLE is
completed and submitted under the guidance ofMr. Narendra Singh (Area
Manager) is my original work. The imperial finding in this report is based on
the data collected by me. I have not submitted this project report to Amity
International Business School, Noida or any other University for the purpose
of compliance of any requirement of any examination or degree.
DATE:
DEVASHEESH
MUKHERJEE
PLACE: En. No. A1802009626
MBA III Sem
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ACKNOWLEDGEMENT
The research on SALES PROMOTRION OF ALCIRCLE has been
given to me as part of the curriculum in Bachelor Degree in Business Administration.
I have tried my best to present this information as clearly as possible using
basic terms that I hope will be comprehended by the widest spectrum of researchers,
analysts and students for further studies.
I have completed this study under the able guidance and supervision ofMr.
Narendra Singh (Area Manager, Snowpack)I will be failed in my duty if I do notacknowledge the esteemed scholarly guidance, assistance and knowledge. I have
received from them towards fruitful and timely completion of this work.
Mere acknowledgement may not redeem the debt I owe to my parents for their
direct/indirect support during the entire course of this project.
I also thankful to my friend who helped me a lot in the completion of this
project.
DEVASHEESH MUKHERJEE
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CHAPTER 1
INTRODUCTION
Marketing is a social and managerial process by which individuals and
groups obtain what they need and want, through creating, offering and
exchanging Service of value with others.
- Philip Kotler.
Marketing includes all those activities having to do with effecting changes in
the ownership and possession of goods and services. It is that part of
economics which deals with the creation of time, place and possession
utilities and that phase of business activity through which human wants are
satisfied, by the exchange of goods and services for some valuable
consideration.
- American Marketing Association.
Marketing is the process of discovering and translating consumer wants into
product and service specifications and then in turn helping to make it possible
for more and more of consumers to enjoy more and more of these Service
and services.
Marketing consists of analyzing marketing opportunities, researching and
selecting target markets, designing marketing strategies, planning marketing
programs and organizing, implementing and controlling marketing effort.
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Companies have to identify long and short term marketing opportunities and
research the selected market by measuring and forecasting attractiveness of
the given market. Having selected the market, the companies need to
develop a differentiating and positioning strategy for the target market. The
marketing strategy must be transformed into marketing programs by deciding
on marketing expenditures and the marketing mix. The final step is organizing
the marketing resources and implementing and controlling the marketing
plan.
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ALUMINIUM INDUSTRY IN INDIA
Aluminium Industry in the Indian subcontinent is a highly concentrated sector
with 5 prominent players catering to the majority of the countrys aluminium
production. The country has been witnessing a growing demand for the metal
in the domestic market accounting for an enviable growth in the sector. Truly
speaking, today the aluminium production in the country is outpacing the
demand. Very strangely the per capita consumption of the aluminium metal in
India is less than 1kg, whereas the same is estimated at 25 to 30 kgs in US &
Europe, 15 kgs in Japan, 10 kgs in Taiwan and 3 kgs in China. Despite the
lower per capita demand for the metal in india, there is a heavy demand for
aluminium in the domestic market on account of the metal being used in large
quantities across a number of industries. Of the total volume required by the
domestic market, the power industry makes use of about 44% and the
consumer durables and transportation industries consume about 10-12%,
while the construction and packaging sectors buy about 17%.
The History of Aluminium Production in India
Aluminium was discovered long back in the year 1808. However, its
production could be made commercially viable only after 46 years. Several
years of research in the arena could help extracting the metal from ore.
Estimates reveal that aluminium is the third highly available metal in the
earths crust that constitutes not less than 7.3% of the mass of earth.
Following steel, aluminium is the second most used metal in the world. While
the Indian economy consistently grows at a rate of 8% per annum, demand
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for various metals has been consistently increasing across several sectors
and industry segments. As a result of this, Indian aluminium industry is
undergoing a phenomenal development. In the FY)9 alone, aluminum
industry in India grew by 9%.
Industrial scale production of aluminium commenced in India in the year 1938
with the commissioning of the Aluminum Corporation of India. The firm was
established with a technical and financial collaboration with a Canada based
firm Alcan. During the very beginning, the plant had a capacity to produce
2,500 ton of aluminium per annum. This was followed by Hindustan
Aluminum Corporation (Hindalco) which was set up in the state of Uttar
Pradesh in 1959, which could give an output of 20,000 ton per annum. The
year 1965 saw the commissioning of Malco, a public sector enterprise which
had a production capacity of 10,000 ton per annum. Following a number of
such initiatives, the National Aluminium Company (NALCO) was
commissioned in the year 1987 to produce aluminium, which could produce
0.218 million tons of aluminium per year.
The government of India began introducing a number of measures in 1970s
to control and regulate the aluminium industry in the nation. In the Indian
aluminium industry scenario, restrictions with regard to the entry of new
players and price distribution control measures became highly common. The
implementation of Aluminium Control Order mandated the aluminium
producers to sell not less than 50% of their total volume output for the
purpose of electrical usage. However, this government order was withdrawn
in the year 1989, with the revoking of government decontrolling. The industry
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was de-licensed in 1991, which resulted in the liberal importing of
technologies and capital goods related to the aluminium industry. These
measures could take up the volume of aluminium production by 12% as
against the growth rate of 6% reported during the 1980.
Aluminium Production and Consumption in India
India has the credit of being the fifth largest producer of aluminium in the
world. The country has a capacity to produce more than 2.7 million tones of
aluminium per year, accounting making up about 5% of the total aluminium
production on the globe. India boasts of a massive quantity of Bauxite
reserve of about 3 billion tones. India enjoys the eighth position among the
leading producers of primary aluminium in the world. The country has been
witnessing a phenomenal growth in aluminium production over the past ten
years.
There was stagnation in the consumption of aluminium between the 1990s
and 2002 when the consumption of the metal was estimated at 500-600 KT.
However, since 2002, there has been a sharp rise in the consumption of
aluminium in the nation. Chiefly, the industries that lead in the consumption of
aluminium are power, infrastructure, and transportation and related firms.
The Major Players in the Aluminium Production Sector
Aluminium production industry in India is mainly dominated by about five
firms that account for the majority of the countrys metal production including
Hindustan Aluminium Company (HINDALCO), National Aluminium Company
(NALCO), Bharat Aluminium Company (BALCO), MALCO and INDAL.
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HINDALCO: Hindalco is the largest firm in the Indian aluminium industry
holding more than 39% of market share. This is a flagship unit of the Aditya
Birla Group with its aluminium plant at located at Renukoot in Uttar Pradesh.
The firm manufactures a number of aluminium Service making up a market
share of 42% in the primary aluminium segment, 20% in extrusions and 63%
in rolled Service, while 31% of the Service are in the wheels and 44% in foils
segments.
Sterlite Industries is one another giant in the arena comprising two wings
namely BALCO and MALCO. BALCO is a partly integrated firm, MALCO is a
completely integrated producer of aluminium. Sterlite company holds a
market share of about 32%.
NALCO is yet another leading producer of the aluminium metal in India.
Government of India has purchased a stake of about 87.15% in this firm.NALCOs aluminium refinery unit is situated at Damanjodi. In addition, the
firm also has a smelter unit at Angul, Orissa. At present, NALCO is focussed
on a capex project aimed at increasing the volume of its production from
345,000 tonnes to 460,000 tonnes.
The list of aluminium companies in India includes Hindalco, Hindustan Zinc,
Jindal Stainless, Kennametal, India, Nalco, Malco, Ratnamani Metals, Sujana
Metal Service, Balco and Indal.
In the past, the growth of alumina and aluminium industries was in the range
of 2 to 3% per annum. However, the growth rate may remain minimal in
developed countries like US, Canada, Europe and Japan. But its growth is
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bound to be reasonably high in developing economies such as BRIC
countries (Brazil, Russia, India and China) and Middle East.
The Future of Aluminium Industry in India
The per capita consumption of aluminium metal at developed countries is
estimated at about 20 to 30 kg. In most countries, the bauxite reserve has got
almost depleted. The scenario in India is just the opposite. While the per
capita consumption of the metal is only 1.3kg, the country has a huge reserve
of good quality bauxite reserve. In addition, several factors including high
GDP growth rate, skilled employees, highly encouraging Government policy
and the favourable trade relations of the nation with a number of developed
and developing countries will ensure a bright future for the aluminium industry
in the country.
A study of the aluminium industry in India today reveals that most refineries
will be commissioned in the subcontinent around 2020. The scenario existing
suggests that India is the right place following Vietnam where aluminium
industry can hope to see a bright future. All these factors indicate that there is
a highly promising future for the aluminium industry in the country further
stimulated by the huge global market potential that will give a thrust to the
industry.
Aluminium Industry in India is a highly concentrated industry with the top 5
companies constituting the majority of the country's production. With the
growing demand of aluminium in India, the Indian aluminium industry is also
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growing at an enviable pace. In fact, the production of aluminium in India is
currently outpacing the demand.
Though India's per capita consumption of aluminium stands too low (under 1
kg) comparing to the per capita consumptions of other countries like US &
Europe (range from 25 to 30 kgs), Japan (15 kgs), Taiwan (10 kgs) and
China (3 kgs), the demand is growing gradually. In India, the industries that
require aluminium most include power (44%), consumer durables,
transportation (10-12%), construction (17%) and packaging etc.
The Background
Though the existence of Aluminium was first established in the year 1808, it
took almost 46 years to make its production commercially viable. The
research work of several years resulted in extracting the aluminium from the
ore. Aluminium is third most available element in the earth constituting almost7.3% by mass. Currently it is also the second most used metal in the world
after steel. Due to the consistent growth of Indian economy at a rate of 8%,
the demand for metals, used for various sectors, is also on the higher side.
As a result, the Indian aluminium industry is also growing consistently. In
FY09, the aluminium industry in India saw a growth of about 9%.
The production of aluminium started in India in 1938 when the Aluminum
Corporation of India's plant was commissioned. The plant which was set up
with a financial and technical collaboration with Alcan, Canada had a capacity
of producing 2,500 ton per annum. Hindustan Aluminum Corporation
(Hindalco) was set up in UP in the year 1959; it had a capacity of producing
20,000 ton per annum. In 1965, a public sector enterprise Malco which had a
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capacity of 10,000 ton per annum was commissioned; by 1987, National
Aluminium Company (NALCO) was commissioned to produce aluminium. It
had a capacity of producing 0.218 million ton.
During the 1970s, the government started regulating and controlling the
Indian aluminium industry. Restrictions in entry and price distribution controls
were quite common in the Indian aluminium sector. Aluminium Control Order
was implemented where the aluminium producers had to sell 50% of their
Service for electrical usages. However, in 1989, the order was removed as
the government decontrolling was revoked. With de-licensing of industry in
1991, the liberal import of technologies and capital goods was started. The
liberalization resulted in a growth rate of 12% of the industry, comparing to
the growth rate of 6% during the 1980.
Aluminium Production in India
India is world's fifth largest aluminium producer with an aluminium production
competence of around 2.7 million tones, accounting almost 5% of the total
aluminium production in the world. India is also a huge reservoir of Bauxite
with a Bauxite reserve of 3 billion tones.
The Production
India lies at the eighth position in the list of leading primary aluminium
producers in the world. India saw a significant growth in aluminium production
in the past five years. In 2006-07, the production target of aluminium in India
laid by the Ministry of Mines, Government of India was 1,153 KT, which was
augmented to 1,237 KT in the next year (2007-08). Due to the growing
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demand from the construction, electrical, automobiles and packaging
industry, the production of aluminium also hiked up. In FY 09, the total
aluminium production in India was around 1.35 tonnes.
he Consumption
After a stagnant consumption of primary aluminium in India from the end of
1990s to 2002 (when the consumptions were between 500 600 KT), it
started rising sharply since 2002. The consumption reached at 1,080 KT in
2006. The consumption of aluminium in India is dominated by the industries
like power, infrastructure, and transportation etc.
The Major Players
The Indian aluminium industry is dominated by four or five companies that
constitute the majority of India's aluminium production. Following are themajor players in the Indian aluminium industry:
Hindustan Aluminium Company (HINDALCO)
National Aluminium Company (NALCO)
Bharat Aluminium Company (BALCO)
MALCO
INDAL
HINDALCO: Hindalco is the biggest player in the aluminium industry in India
with around 39% of market share. An Aditya Birla Group flagship company,
Hindalco has its aluminium plant at Renukoot in Uttar Pradesh. It has various
aluminium Service with a market share of 42% in primary aluminium, 20% in
extrusions 63% in rolled Service, 31% in wheels and 44% in foils.
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Sterlite Industries: The aluminium business of Sterlite Industries Limited
comprises of two Indian aluminium giants BALCO and MALCO. While
BALCO is a partially integrated, MALCO is a fully integrated producer of
aluminium. Sterlite has got a market share of around 32%.
NALCO: It is also one of the leading aluminium producers in India.
Government of India has a stake of 87.15% in this company. Its aluminium
refinery is located at Damanjodi. It also has a smelter located at Angul,
Orissa. Currently, NALCO is concentrating on a capex programme to
increase its production from 345,000 tonnes to 460,000 tonnes.
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COMPANY PROFILE
Alcircle is the leading comprehensive aluminium b2b portal company.
Alcircle (www.alcircle.com) is a global commerce gateway focused
exclusively business needs of the aluminium industry. This pioneering
initiative provide a community portal where players from various sectors of
aluminium industry can converge, converse & collaborate. The online forum
embodies our shared vision of a value added platform design to yield a vast,
yet accessible, wealth of data, intelligence and interactive resources.
The key to the success of commercial and industrial operations depends
significantly on the performance of its decision making mechanism. A
decision maker needs authenticated information to perform. For this, the
information is required to be current, correct and complete to be available to
the decision maker at the right time and in the right format. The advent of
internet and wireless telephony systems have been game changers in
terms of how information, both at social and business levels, is accessed,
processed, and utilized. Satellite communication and global networking of
information sources has not only increased, the speed with which information
gets shared worldwide but has also helped developing a level operational
field for mangers operating in developed and developing economies.
However, information explosion has also brought in its own share of problems
for the practicing commercial and industrial managers. While the speed of
accessing information has gone up manifolds, the complexity of sorting out of
useful information from a plethora of available news and information, has
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presented a unique set of problems for the present day business decision
makers. The revolution of 1990s attempted to address the problem
by developing customized information processing and sharing platforms.
Starting with E-mail and retail B2C, the specific industrial and commercial
segments also started to build up their exclusiveinformation and Decision
Support systems on the strength high performance network systems of
general and industry specific portals.
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Some major functions performed by alcircle:
Finding news about worldwide aluminium industry.
Provide Market updates to industry users.
Promotes the industry events.
Trade leads with create and provide the business directories.
Contribute and share wealth of information from the aluminium industry in
all over the world.
Access manufacturer.
Provide a platform for buyers and sellers by a combined market to expand
the business.
Some major benefits of alcircle:
Conduct and grow your business through e-commerce.
Get exposure to the worlds leading aluminium business.
Locate new business associate through our large sector-specific directory
of industry participants.
Leverage business intelligence.(pro-actively analyze news, monitor trends
& intelligently evaluate price data)
Publish business inquiries to local & international suppliers.
Access new leads via buyers-suppliers discovery programs.
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Enhance revenue through online access to new business opportunities.
Profit from direct advertising and promotional activities.
Gain exposure to the right buyers at the right time and reduce your cost of
sales and marketing.
Search and locate suppliers and buyers of your Service.
Share and collaborate on business and trade opportunities.
Locate local logistic providers.
Customize, organize and save with your personal planner.
The parents company of alcircle is JIWANRAM SHEODUTTRAI GROUP.
Mr. Kamal Prakash the Director of the group.Business Entities:
Unimark International
Jiwanram Sheoduttrai industries Pvt. ltd.
Unimark Metallurgical Pvt.Ltd.
Uniseven Engineering & infrastructure Pvt.Ltd.
Hidro-Uni water Solution Pvt.Ltd
Nrendra & Narendra (Engineers)Pvt.Ltd.
Alcircle Pte.Ltd
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Alcircle is the Singapore based company. (India-Singapore-USA)
Aluminum Circle is the brainchild of Aluminum Industry veterans. It is an
outcome of the need to provide a platform to bring industry players together,
facilitate information sharing relevant to industry and promote commerce. Our
mission is to provide an environment that literally provides relevant
information on finger click.The Global aluminium industry information eco-
system of news , data and knowledge covering the entire operational range
of Bauxite, Alumina, Primary and secondary Aluminium and the wide
spectrum of its downstream industry segments ,has somehow lagged behind
in utilizing the potential of web based information systems. Despite being the
second most commonly used metal , its global information management
system has lagged behind that of iron and steel even some of the lesser
important metals. Though , there are quite a few of organizational, regional
and national industry portals in use, the industry has been missing a globalportal that would address to its exclusive commercial and knowledge related
information and decision support needs.
The management team comprises the following:
Mr. Satish (Sam) Manaktala
Sam is an International Consultant to the aluminum industry with extensive
experience in China, Russia, India, USA, Eastern Europe, UK, Africa and
various other parts of the world.
He is a former Vice President of Kaiser Aluminum responsible for global
technology sales and international business development.
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He has extensive knowledge of the global aluminum industry in terms of
technology, business development and business processes.
He has provided outsourcing support for all aspects of the aluminum industry
including; bauxite, alumina, primary production and downstream fabrication.
Mr. O.S. Chaudhary
He is a graduate of Birla Institute Of Technology & Science Pilani.
He worked as Vice President, Senior Vice President, Joint President and
retired as Executive President of HINDALCO, a major aluminum producer in
India.
Under his guidance HINDALCO executed a major strategic expansion plan to
increase capacity from 24000 Tons to 350,000 Tons.
He is an expert in Conceptualization and Feasibility of Green Field Project,
Sourcing of Technologies / Equipments, Budgeting & Risk Analysis.He is a Sr. Associate of AMIE since last 25 years.
He is a Light Metal Committee Member since last 20 years.
Mr. Kamal Prakash:
Managing Director, International trade & development
Mr. Rajiv Goyal:
Director (technical)
Mr. B.S. Pani:
Director (Operations)
Mr.Amit Surana:
Manager (Commercial)
Mr. Bhanu prakash Tiwari
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Manager (marketing)
Mr. Debangan Bhattacharya
Manager (technical)
Mrs. Beethika Biswas
Content Head
Mr. Pawan Gupta & Mr. Snehasis Sahoo
Operations Executive
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Alcircle Deals with
Raw Materials
&
Plant &
Machineries
Industry
Services
Smelter
Service
Consumables
Bauxite Industrial Furnace
Testing and
measuring
technology
Primary
Ingotsmelter grade
alumina Ladles
Engineering
Projects Slabsclacined
alumina
Technology
Equipments Consultants SowCryolite Casting machines Marketing BilletsAluminium
Sulphate Rolling equipment Systems & IT Wire rodaluminium
chloride
Billet & Slab
Casting Scrap Processing T Bars
aluminium
hydroxide
Extrusion
equipment Media Support
Master
Alloys
shapesaluminium
oxide
Foundry and die-
casting equipment Event Managers others
limestone
Testing and
measurement tool
Standerdization &
Certificationcarbon Systems Logistics Support
Soda ashRobotics &Automation Others
Refractory
material Safety equipmentRare -earth
materials Cooling Systemsslag Othersothers
Anode CarbonCathode
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CarbonRelease
agents -
lubricantsHardners &
Alloying
elementsFuel
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Remelt/ Secondary
Service
Semi - Finished
ServiceEnd Users
Remelting ingots Extruded Service Enginneringremelting slabs/sow Rolled Service Transport
remelting billets Foundry & die casting
Building &
ArchitectureHardners & Master Alloys Strips Packagingother Forged Parts Electricals
Surface treatment ChemicalsDoors & windows Capital goods
Packaging elements Otherskitchen elementsothers
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Information about aluminum
Bauxite
Bauxite is a naturally occurring, heterogeneous
material composed primarily of one or more aluminum
hydroxide minerals, plus various mixtures of silica, iron
oxide, titania, aluminosilicate. Bauxites are typically
classified according to their intended commercial
application: abrasive, cement, chemical, metallurgical,
refractory, etc. The bulk of world bauxite production
(approximately 85%) is used as feed for the
manufacture of alumina via a wet chemical caustic
leach method commonly known as the Bayer process.
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Alumina
The alumina produced from Bayer process is in
turn employed as the feedstock for the
production of aluminum metal by the electrolytic
reduction of alumina in a molten bath of natural
or synthetic cryolite (Na3AlF6), the Hall-Heroult
process. The synthetically produced aluminum
oxide (Al2O3) is a white or nearly colourless
crystalline substance that is used as a starting
material for the smelting of aluminum metal. It
also serves as the raw material for a broad
range of advanced ceramic Service and as an
active agent in chemical processing.Annual world production of alumina is approximately 45 million tonnes, over
90% of which is used in the manufacture of aluminium metal.[3]. The major
uses of speciality aluminium oxides are in refractories, ceramics, and
polishing and abrasive applications.
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Primary Aluminium
With a share of nearly 8%, Aluminum is the most
abundant metal in the earth's crust. The properties,
which make aluminum a valuable material, are its
lightweight, strength, recyclability, corrosion resistance,
durability, ductility, formability and conductivity. Due to
these unique combinations of properties, the major
areas of uses of aluminum are in the automobile &
transportation industries, construction, packaging,
power and consumer product sectors.
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Secondary Aluminium
Harnessing one of its prime properties e.g. recyclability,
aluminum has been recycled since the days it was first
commercially produced. Recycling is an essential part
of the aluminum industry and makes sense
economically, technically and ecologically. Worldwide
the future of scrap recycling certainly looks promising,
especially with the expected growth of aluminum
packaging industry in South America, Europe and Asia.
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Fabricated Service / Downstream Aluminium
Driven by the wide applications growing demand
downstream activities are increasingly potential global
focus. Aluminum from primary industry is processed in
downstream for further value - addition to produce
end-product like extrusions rolled, fabrications and
finished items especially for automobile &
transportation, construction, packaging, power and
consumer Service industries.
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Marketing Mix
Marketing mix is the set of marketing tools that a firm uses to pursue its
marketing objectives in the target market.
McCarthy has popularized a four factor classification of marketing tools
known as the 4Ps of the marketing mix. They are:
Product
Price
Place
Promotion
Product:Product stands for the firms tangible offer to the market, including the
product quality, design, features, branding and packing. It deals with new
product development, product life cycle, product mix, product lines, branding
and associated services to a product. From the customers point of view, it
helps in satisfying the customers needs and wants.
Price:Price is the monetary value of the product. Price deals with selecting the
pricing objectives, setting the price, discounts, allowances, payment policies
and credit terms. It is very important to the customers as it decides the cost
the customer has to pay to gain the product value.
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Place:This marketing tool stands for the various activities the company undertakes
to make the product accessible and available to the customer. It involvesmarket size, channel selection and management, storage and physical
distribution with the ultimate purpose of efficiently supplying the companys
offer to the target market. To the customer, this marketing tool refers to
convenience.
Promotion:
Promotion stands for various activities the company undertakes to
communicate and promote its Service to the target market. It involves
communication programs i.e. direct marketing, advertising, sales promotions,
public relations and motivation of sales force. To the customer this tool
provides knowledge and information.
The Promotion Mix of a company includes the following tools;
Advertising:
It is any paid form of non-personal presentation and promotion of ideas,
goods or services by an identified sponsor.
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Direct Marketing:
It refers to the use of mail, telephone and other non-personal contact
tools to communicate with or solicit a response from specific customers and
prospects.
Personal Selling:
Face to face interaction with one or more prospective purchasers for the
purpose of making a sale refers to personal selling.
Public Relations and Publicity:
It refers to the variety of programs designed to promote and or protect a
companys image or its individual Service.
Sales Promotions:
The short-term incentive to encourage trial or purchase of a product or
service refers to sales promotion. Whereas advertising offers a reason to buy;
sales promotion offers an incentive to buy. Since sales promotion directly
push up the sales, increasing number of companies are undertaking sales
promotion activities.
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Sales Promotion
Sales promotion refers to the short-term incentives to encourage sales of a
product or service. It consists of a diverse collection of incentive tools, mostly
short-term, designed to stimulate quicker and greater purchase of Service or
services by consumers.
Purpose of Sales Promotion
Sales promotion tools vary in their specific objectives. They may be used
to attract new customers, to reward loyal customers and to increase the
repurchase rates of occasional users. Sales promotion usually targets brand
switchers because non-users and users of other brands do not always notice
a promotion. Sales promotions are thus also seen as a tool for breaking down
loyalty to other Service.Sales promotions also let manufacturers adjust to short term changes in
supply and demand and differences in customer segments. They also let
manufacturers to experiment by varying prices. Sales promotions also lead to
greater consumer awareness of prices.
To use sales promotion, a company must set objectives, select the right tools,
develop the best program and implement it and evaluate the results.
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Objectives of Sales Promotion
The specific objectives set for sales promotions will vary with the type of
the target market. For consumer promotions, objectives include encouraging
purchasing of larger sized units, building trial among non-users and attracting
switchers away from the competitors brands. For trade promotions, objectives
may include; including retailers to carry new items and higher level of
inventory, encouraging off-seasonal buying, of-setting competitive
promotions, building brand loyalty of retailers and gaining entry into new retail
outlets. The sales force promotions help in encouraging support of a new
product or model, encouraging more prospecting and stimulating off-seasonal
sales. But most importantly, sales promotion should be focused on consumer
relationship building.
Sales Promotion Tools
Many tools can be used to accomplish sales promotion objectives.
Descriptions of the main promotional tools are as follows;
Consumer Promotion Tools
The main consumer promotion tools are as follows;
Samples:
They are offers of a trial amount of a product. It consists of inviting
prospective purchasers to try the product without cost or at a lower
cost in the hope that they will buy the product. Samples may be free or
discounted.
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Coupons:
Coupons are certificates that give buyers a saving when they purchase
a specified product. Coupons can be mailed, placed in advertisements
or included with other Service.
Rebates:Rebate is also known as cash refund offers. Rebates are offers to
refund part of the purchase price of a product to its customers whosend a proof of purchase to the manufacturer. These are like
coupons except that the price reduction occurs after the purchase
and not at the point of sale.
Price Packs:Cents-off deals or price packs offer consumers savings by way of
reducing prices that are marked by the producer directly on the
package.
Premiums:These are the goods offered either free or at a low cost as an
incentive to buy a product. Premiums may be in-pack or on-pack
(outside the pack).
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Prizes:
They are offers of chance to win something such as cash, trips or goods
by luck or through extra efforts. Contests of talent and sweepstakes or
draws the most popular prize offering promotions.
Tie-in Promotions:
Tie-in promotions involve two or more brands or companies that team up
on coupons, refunds or contests to increase their pulling powers.
Cross Promotions:
Cross promotions involve using one brand to advertise non-competing
brand.
Advertising Specialties:These are useful articles imprinted with an advertisers name, given as
gifts to consumers.
Patronage Rewards:They are cash or other awards for the regular use of companys Service
or services. They are values (in cash otherwise) that are proportional to
ones patronage of a certain vendor or a group of vendors. They aim at
building brand loyalty.
PoP Promotions:
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Point of purchase (PoP) includes displays and demonstrations that take
place at the point of purchase or sale.
Trade Promotion Tools
More money is spent by companies on trade promotion (58%) than on
consumer promotions (42%). The major trade promotion tools are as follows;
Discounts:
It is also known as price-off or off-invoice or off-list. Discounts price cut
off the list price on a particular quantity purchased during a stated time.
Allowances:They are the amount offered in return for an agreement by the retailer to
feature the manufacturers Service in some way; displays, advertising or
otherwise.
Free Goods:Free goods are the extra merchandise offered to middlemen who buy a
specific amount of a product.
Companies also offer push money and specialty advertising items to the
middlemen.
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Business Promotion Tools
Companies spend huge amount on promotions focused on industrial
consumers. The major business promotion tools are as follows;
Trade Shows and Conventions.
Sales Contests.
Clearly, sales promotions play an important role in the total promotion mix. To
use it well, the marketer must define the sales promotion objectives, select
the best tools, design the sales promotion program, pretest and implement
the program and evaluate its results.
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CHAPTER - 2
REASEARCH DESIGN
Title of the Study
The title of the study is A STUDY ON SALES PROMOTION OF
ALUMINUM SERVICES AT Alcircle Pvt. Ltd..
Statement of the Problem
The project is mainly undertaken to study the sales promotional
strategies at Alcircle Pvt. Ltd.. The intention of the study is to find what
attributes needs further improvement in order to make the product
more preferable in the market.
The main aim of the study is to uncover new relationship and identify any
problem that may arise in future. Hence, exploratory research is been
conducted. Exploratory research as its name implies endeavors of exploring
the possibility of doing research on a subject where due to lack of existing
knowledge framing and testing the hypotheses is difficult. In todays crowed
marketplace where Service and services are touting themselves to be the
best, it is vital to stand out in the crowd. The study was undertaken to explore
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how a company or brand can ensure a store that stands out and not get lost
in the crowd.
Objectives of the Study
1. To study the various promotional strategy adopted by Alcircle Pvt. Ltd..
2. To find out the footage of Alcircle Pvt. Ltd.. With respect to other players
in the market.
3. To observe and understand the practice followed by Alcircle Pvt. Ltd..
4. To find out the communication linkages and de-linkages in the
organization.
5. To study the activities of each and every department of the organization.
Scope of the Study
This project was undertaken for a specific period in Alcircle Pvt. Ltd. It is
an exercise that is well planned into the curriculum giving the researcher a
valuable opportunity to understand the working dynamics of the organization
and to experiment and exhibit the recently acquired management and
administration skills.
The prospect of the Aluminium sector in India seems positive. The Indian
Aluminium industry has awakened to interesting times! The last ten years
have seen changes in the shop windows of Aluminium retailers. Consumers
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today no longer look for mere practicality in Aluminium, instead, they look for
theme furnishing, i.e. lifestyle living. Realizing the tremendous market
potential and to make the most of it, the study was undertaken.
Limitations of the Study
Every study is bound by limitations and as such this is no exceptions.
1. Change is Constant rule of nature. Hence, the study undertaken may
not hold good for longer duration.
2. The study was conducted under the assumption that the information
given by the respondents is authentic.
3. The analysis and suggestion are given only with respect to marketing
aspects as technical suggestion with respect to the product could not
be given.
4. Confidential matters were not disclosed by the company.
5. There were time constraints.
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Methodology of the Study
A variety of methods of study have been adopted by the researcher to
fulfill the objectives of the study.
In order to have a better grasp of the study, the researcher chose
to become a keen observer, studying the various aspects of the
organization.
To have a broader perspective of the study, the researcher
attended the Lifestyle Exhibition at Palace Grounds wherein the
Service of Alcircle Pvt. Ltd.. were displayed.
In order to fund out the market realities, the researcher visited the
showrooms of certain companies having almost similar product
profile as that of Alcircle Pvt. Ltd..
With a view to understand the crunch of the matter and to find out
the ground realities, the researcher formed a schedule specifically
for the set of respondents. The researcher met the respondents
personally, interviewed them and made them to fill the
questionnaire.
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The researcher has done the research in the following manner;
a) Type of the research undertaken is analytical.
b) Technique used is random sampling.
c) Sample size taken is 30.
d) Sources of data used include both primary as well as secondary data.
e) Tool used for the research is questionnaire.
f) Plan of analysis are tables and graphs.
Data Collection Methods
In this study, the foremost data collection instrument used is the
questionnaire method. The questionnaire has been designed with both open
ended and closed ended questions. Apart from this, the research instrument
consists of primary and secondary data collected for the study.
Primary Data:
Here first hand information is obtained by distributing printed questionnaire
to the marketing executives of the company. Data was also obtained from the
observation and interview technique adopted by the researcher. Moreover,
information was disseminated by the departmental heads.
Secondary Data:
Here the information is obtained from the brochure of Alcircle, books,
websites, newsletter, journals, magazines, newspapers, etc.
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SOURCES OF DATA
Primary Data Secondary
Data
Questionnaire Newsletter
Observation JournalsInterviews Magazines
Visits to other Newspapers
Companies Information Books
Through Departmental heads Websites
Architectural services
Civil construction
Project co-ordination
False-ceiling
Networking
Electrical work.
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Some of of our companies are:
Unimark International
Jiwanram Sheoduttrai industries Pvt. ltd.
Unimark Metallurgical Pvt.Ltd.
Uniseven Engineering & infrastructure Pvt.Ltd.
Hidro-Uni water Solution Pvt.Ltd
Nrendra & Narendra (Engineers)Pvt.Ltd.
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HR ASPECTS
Though the company does not have a separate HR Department as it is in
the embryonic stage but the HR aspects are taken care of by Mr. Eugene
Joseph.
Leave Facility :
All employees are entitled to 12 days of casual leave and 2 days of
sick leave (monthly). In case of a long leave, say a week or more than
that, one needs to inform it before 10- 12 days. In case of emergency, a
prior intimation before 2 days is sufficient. One can also avail the facility of
working on holidays and taking leave on the week days.
Recruitment :
The Company spells out its requirements to the consultancies about
the suitable candidates. Usually, Mr. Eugene or Mr. Rajesh or Mr.
Yesudas takes the interview of the candidates.
Training :
A selectedcandidateis put on training for about 15 days. During
this period, he is not given individual project.
Job Rotation :
Job rotation is adopted by the company so that there is
development of multi-faceted skills to fill in vacancies and to cope with
increasing work load. Movement is effected in the same grade
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THE WHOLE PROCESS AT A GLANCE
Clients come to the showroom
Initial Measurement is given
Designers design the product
Quotation is made
Negotiation is made
Color combination is chosen by the customer
50% of the amount is given as advance by the customer
Signing of the estimation form
Both the company and client will keep a copy of it
Production drawing is made
Production department
Delivery and installation
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SWOT Analysis
Strength
Customized services
Reasonable price
Quality
Weakness
A new entrant in the market
Opportunity
Growth of Aluminium industry
seems positive
Huge potential
Threats
A lot many players are existing
in the market
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CHAPTER- 4
DATA ANALYSIS AND INTERPRETATION
Table No. 1
Table representing the sex of the marketing
executives
Sex No. of Respondents PercentageMale 6 20%
Female 24 80%
Total 30 100%
Analysis
80% ofthe respondents are male.
20% of the respondents are female.
Interpretation
Majority of the marketing executive are male.
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Graph 1
Sex of the Marketing Executives
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Table No. 2
Table representing the pricing of Service
Prices No. of Respondents Percentage
High Reasonable 16 54%Competitive 14 46%Low Total 30 100%
Analysis
54% of the respondents are of the opinion that the Service are
reasonable.
46% of the respondents are of the opinion that the prices of the
Service are competitive.
None of the respondents feel that the prices of the Service are
either high or low.
Interpretation
Majority of the respondents opine that the prices of the Service are
reasonable. The prices of the Service are reasonable though they are
competitive.
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Graph 2
Pricing of Service
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Table No. 3
Table representing the competitors strength
Strength No. of Respondents Percentage
Quality Brand Image 24 80Pricing Promotional Activities 6 20
Total 30 100
Analysis
80% of the respondents are of the opinion that the competitors
strength is brand image.
20% of the respondents opine that promotional activities are the
strength of the competitors.
None of the respondents feel that quality and pricing are the
strength of the competitors.
Interpretation
Majority of the respondents opines that brand image is the
strength of the competitors.
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Graph 4
The Competitors Strength
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Table No. 5
Table representing the quality of the Service of
Alcircle with respect to other competitors
Rating No. of Respondents Percentage
Good 17 57Very good 13 43
Fair Poor Total 30 100
Analysis
Majority of the respondents i.e. 57% are of the opinion that the
Service are of good quality with respect to other competitors.
43% of the respondents opine that the Service are of very good
quality with respect to the other competitors.
None of the respondents are of the opinion that the Service are of
fair or poor quality with respect to other competitors.
Interpretation
Majority of the respondents is of the opinion that the Service are of
good quality and is at par with other competitors having brand
names.
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Graph 5
Quality of the Service of Alcircle with respect to
other competitors
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Table No. 6
Table representing the merits of the Service of
Alcircle that differentiates it from others
Merits No. of Respondents Percentage
Reasonable price 10 33Quality 7 24Customized product 10 33Finishing 3 10Total 30 100
Analysis
33% of the respondents are of the opinion that reasonable pricing
and a customized product differentiates the Service of Alcircle from
that of others.
24% of the respondents are of the opinion that quality is the
differentiating factor.
10% of the respondents are of the opinion that finishing is the
differentiating factor.
Interpretation
Reasonable pricing and customized Service differentiates the
Service of Alcircle from that of others.
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In fact, all the merits such as reasonable pricing, customized
Service, quality and finishing contributes in differentiating the
Service from others.
Graph 7
Merits that differentiates the Service of Alcircle
Pvt. Ltd..
10
7
10
3
0
2
4
6
8
10
12
No. of Respondents
Reasonable price
Quality
Customized products
Finishing
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Table No. 8
Table representing the factors which play a
major role in demand generation
Factors Ratings
5 4 3 2 1
Price of the product 4 3 0 1 1
Awareness about theproduct
3 1 0 4 1
Delivery of the product
ordered
1 0 5 1 2
Presentation about theproduct
0 2 0 3 4
Design of the product 1 3 4 0 1
5 - Very important, 4 - Important, 3 - Makes little difference,
2 - Not important, 1 Does not make any difference.
Analysis
Price of the product gets the maximum of 5 rating.
Design of the product and the price of the product get the
maximum of 4 rating.
Delivery of the product ordered gets the maximum of 3 ratings.
Awareness about the product gets the maximum of 2 rating.
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Presentation about the product gets the maximum of 1 rating.
Interpretation
Price of the product plays a major role in the demand generation.
Design of the product plays an important role in demand
generation.
Delivery time of the product ordered can make a little difference in
demand generation.
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Graph 8
Factors playing a major role in demand
generation
4
3
0
1 1
3
1
0
5
1
2
0
2
0
3
4
0
3
4
0
1
0
1
2
3
4
5
6
1 2 3 4 5
Price of the product
Awareness about the product
Delivery of the product ordered
Presentation about the product
Design of the product
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Table No. 9
Table representing the promotion of the Service
of Alcircle Pvt. Ltd..
Promotions No. of Respondents PercentagePaper insertion 7 24Telemarketing 10 33Display stalls Participating inexhibition
10 33
Direct mail Presentations Showrooms 3 10Total 30 100
Analysis
24% of the respondents are of the opinion that paper insertions are
used as promotion of the product.
33% of the respondents opine that telemarketing is the means of
promotion of the Service.
33% of the respondents feel that participating in exhibition has
promoted the product.
10% of the respondents are of the opinion that showrooms are
used as promotion of the product.
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Interpretation
The company adopts a variety of promotional methods such as
paper insertion, telemarketing, display stalls, participating in
exhibition, direct mail, presentations and showrooms.
Graph 9
Methods of promoting the Service
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Table No. 10
Table representing the discount if given on
repeat purchase
Discounts Given No. of Respondents PercentageYes 27 90No 3 10Total 30 100
Analysis
90% of the respondents are of the opinion that the discount is
given on repeat purchase.
10% of the respondents are of the opinion that discounts are not
given on repeat purchase.
Interpretation
Majority of the respondents is of the opinion that discounts are
given on repeat purchase.
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Graph 10
Discounts given on repeat purchase
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Table No. 11
Table representing the percentage of discounts
given on repeat purchase
Percentage ofDiscount
No. of Respondent Percentage
2 5% 20 666 10% 5 1711 15% 16 20% None 5 17Total 30 100
Analysis
66% of the respondents are of the opinion that 2-5% discount is
given on repeat purchase.
17% of the respondents opine that 6-10% of discount is given on
repeat purchase.
17% of the respondents are of the opinion that no discount is
given on repeat purchase.
Interpretation
Majority of the respondents are of the opinion that 2-5% discount is
given on repeat purchase.
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The company does not adhere to any stringent norm while giving
discount on repeat purchase as there is difference of opinion
among the respondents.
Graph 11
Percentage of discount given on repeat
purchase
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Table No. 13
Table representing the target consumers
Target No. of Respondents Percentage
Upper class 27 90Middle class 3 10Lower class Total 30 100%
Analysis
90% the target customers are from upper class.
10% of the target customers are from middle class.
Interpretation
The target consumers are the upper class and the middle class.
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Graph 13
The target consumers
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Table No. 14
Table representing the kind of incentives
received by the employee
Kind of incentives No. of Respondents Percentage
Commission Schemes Free gifts Recognition 17 57Nothing at present 13 43Total 30 100
Analysis
100% of the respondents are of the opinion that no incentives are
given at present.
Interpretation
No incentives are given to the marketing personnel at present.
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Graph 14
Kind of incentives received by the marketingpersonnel
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CHAPTER 5
SUMMARY OF FINDINGS AND CONCLISION
A Summary of Findings:
The finding can be grouped together into two broad categories such as;
Specific Findings:
This is pertaining to the objectives of the study.
General Findings:
This is with regard to the market dynamics and visits made by the
researcher to companies having almost similar Service profile.
Specific Findings:
1. The company adopts a variety of promotional methods such as paper
insertion, telemarketing, display stalls, participating in exhibitions,direct mail, presentations and showrooms.
2. Though brand names like Hindalco and Jindal steel came into the
picture but the fact reveals that there is no dominant player in the
market. So every player is vying with each other to capture a larger
pie in the markets.
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3. Transparency is maintained at the levels of the organization.
4. The activities carried out by each and every department of the
organization is systematic.
General Findings:
1. Foreign companies can invest up to 100% in most of the
manufacturing industries in India, including Aluminium.
2. With the vast array of modular option available in market, the
consumer isnt really strapped for choice.
3. Italian manufacturers have now entered the Indian markets. Moreover,
Aluminium made from Hindalco and nalco which is available in the rich
in india is flooded in the Indian market. In a nutshell, this means to say
that the competition is very intense.
4. Many branded companies outsource the Service because of which the
delivery time of the product ordered is stretched. In this respect,
Alcircle has an added advantage.
5. With respect to the foil, Alcircle offers a wide range of colors. This
gives it an edge over the others.
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6. Quality never comes cheap. This is true but at the same time, it is
also true that quality can come at a reasonable price. With regard to
the quality, Service of Alcircle are at par with the other players having
brand names and at the same time the Service are reasonable priced.
7. With regard to Aluminum product, most of the companies have
standardized Service but the Service of Alcircle are customized. This
can be rightly marked as the strength of the company.
8. Majority of the marketing executives are male.
9. The prices of the Service are reasonable though they are competitive.
10. The Service are of good quality and are at par with other competitors
having brand names.
11. Modular kitchens are sold more per month. So, this area needs
greater focus.
12. Reasonable pricing, customized Service, quality and finishing
contributes in differentiating the Service of the organization from that of
the others.
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13. Apart from price of the product, design and delivery time of the
product ordered play a crucial role in triggering out demand generation
of the product.
14. Discount is given on repeat purchase.
15. The company does not adhere to stringent norm while giving discount
on repeat purchase.
16. The target consumers are the elite and upper middle class.
17. No incentives are given by the company to its marketing personnel at
present.
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CONCLUSION
No man has the right to dictate what other men should perceive, create or
produce, but all should be encouraged to reveal themselves, their
perceptions and emotions and builds confidence in their creative spirit!
This inspiring thought of Ansell Adams is well appreciated by new style
marketing organizations which understand that boxes and lines structures
cant drive value in fast moving environments. No doubt, Alcircle Pvt. Ltd.. is
one of them because they believe in teamwork. Today, the need of the Indian
consumer evolves beyond roti, kapada aur makaan. The game in the new-
breed Aluminium industry is no longer furnishing. It is about Aluminum
product dressing. To capture opportunities continually, the company must
have a continual flow of ideas. Transforming a pipeline full of ideas into a
value generating portfolio of Service and services is hard. Herein, lays the
importance of co-ordination.
A Aluminum product is not just a living space but ones statement of
individuality to the world. Big or small, its all about adding own touch to ones
Aluminum product to make it unique a perfect blend of form and function.
With the ever increasing number of house-hold items, a highly dynamic and
always on the move job profiles, it is crucial for people to employ efficient
storage spaces that are affordable to purchase. The modular kitchen of today
is the epitome of functionality and multi-purpose aspects. With the rise in
income and the infiltration of western luxury goods have created a cultural
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shift towards materialism and consumerism. Alcircle with its unique strength
provides customer solution that offers the perfect balance of quality and
economy.
In todays crowded market place, where Service and services are touting
themselves to be the best, it is vital to stand out in the crowd. From the
various channels of advertising, point of sale displays and how the
employees are relating to the customers. It is important for Alcircle Pvt. Ltd..
to establish and reinforce an unmistakable brand and corporate identity in all
channels of fickle minded consumers. Herein, lays the importance of the
Japanese proverb which says Thinking without action is a daydream and
action without thinking is a nightmare.
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CHAPTER 6
RECOMMENDATIONS AND SUGGESTIONS
This chapter lists the various recommendations and suggestions with
respect to the findings and in congruence with the objectives of the study.
Recommendations:
1. Its overwhelming to find out that the organization works in a
systematic manner. A blend of co-ordination will definitely enhance the
performance of the company.
2. Quality clubbed with reasonable pricing and quick delivery made the
product of the company stand apart. The marketing campaign should
focus on this aspect and made according to its line.
3. The strength of the company is its customized Service. This very fact
must be highlighted in the marketing campaign.
4. As the Service are reasonably priced, the ambit of the target
consumers should be stretched so that middle class consumers also fit
into it.
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5. The company must stick to a norm while giving discounts on repeat
purchase. This will certainly help in sales promotion in order to create
repeat purchase.
6. In order to have a rapid market access, the company can include
dealers, if not retailers at the moment.
7. The company should focus the marketing strategies on Modular
kitchens in the Aluminum product furnishing arena as it is moving in
the market rapidly.
8. The company can introduce some reward schemes so that a person is
benefited after the fulfillment and over achievement of the target. This
is predominantly done to motivate the sales force and enhance theirperformance.
9. Other than emphasis on design, craftsmanship and product quality, the
companys unique strength also lies in its capability as a fully
integrated Aluminium manufacturer. This fact should be highlighted
during the advertisement campaigns.
10.The need of the hour is aggressive marketing.
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Suggestions:
1. Everyone is aware of the growth in wealth and change in lifestyle
among Bangalores novae riche. So the marketing campaign should
be designed to woo the customers.
2. The company should explore all possible ways in order to aggressively
sell its Service. So, the company can register itself in Aluminium.co.in
as it is Indias biggest online B2B plan with largest virtual Aluminiumdirectory.
3. The construction industry is in boom. In order to tap the potential
market, the Company can advertise in a magazine named Builders
Grid. This will help in showcasing the Service of the magazine. This
can add an extra spice to sales.
4. In todays crowed market place in order to increase the size of the pie,
the Company can adopt innovative promotional strategies. One of
them can be suggested as Dream House road shows. It will help in
creating and reinforcing the Companys identity in the minds of the
consumer.
5. In order to be extra ordinary, the Company has to walk the extra mile.
A method named Experimental Marketing can be adopted by the
Company wherein the prospective consumers can be invited to visit
the showroom and touch and feel the Service.
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6. Since the competition is intense, so there should be some value
addition so as to make the Company stand apart in the market. One
such way is to improvise the customer service.
7. Consumer is the king in the market. This fact should be deeply rooted
in the minds of the employees. The Company can adopt some ways to
listen to the customers feedback which should be noted in writing so
that it will help in continual improvement and make the company to be
in the right track always. Moreover, a sense of involvement will be felt
by the customers whish can give the company a cutting edge.
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APPENDICES AND ANNEXURES
A copy of the questionnaire, some eye sizzlers showcasing the Service of
the company and paper insertion are enclosed herewith.
QUESTIONNAIRE
1) Name:
2) Address:
3) Designation:
4) Sex:
a) Male
b) Female
5) Type of Service dealing with
a) Aluminum product furnishing
b) Office furnishing
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6) How are you priced?
a) High
b) Reasonable
c) Competitive
d) Low
7) Who is your major competitor?
8) What is your competitors strength? / What makes you ahead of
him?
a) Quality
b) Brand image
c) Pricingd) Promotional activities
9) With respect to other competitors how do you rate yourself in
terms of quality?
a) Good
b) Very good
c) Fair
d) Poor
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10)Which Service are sold more per week/per month?
11)What specific merits do you think will differentiate your Service
from others?
a) Reasonable price
b) Quality
c) Customized Service
d) Finishing
12)How important do you feel that the following factors play a major
role in demand generation on a scale of 1-5?
a) Price of the productb) Awareness about the product
c) Delivery time of the product ordered
d) Presentation of the product
e) Design of the product
5- Very important
4- Important
3- Makes little differences
2- Not important
1- Does not make any difference
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13)How do you promote your Service?
a) Paper insertion
b) Telemarketing
c) Display stalls
d) Participating in Exhibition
e) Direct mail
f) Presentations
g) Showrooms
h) All of the above
14)A) Do you give any discount on repeat purchase?
a) Yes
b) No
B) If yes how much discount do you give?a) 2-5%
b) 6-10%
c) 11-15%
d) 16-20%
e) None
15)How are you marketing your Service?
a) Direct marketing
b) Retailers
c) Dealers
d) All the above
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16)Who are your target consumers?
a) Elite class and upper middle class
b) Middle class
c) Lower middle class
d) Corporate
17)What kind of incentives are you getting?
a) Commission
b) Schemes
c) Free gifts
d) Recognition
e) Nothing at present
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THANK YOU!
BIBLIOGRAPHY
The Bibliography of the study proudly present to you the books
referred.
They are:
Sl. No. Name of theAuthor
Title of theBook
Name of thePublisher
Edition ofthe Book/Year of
Publication
1 GeoffreyLancasterand David
Jobber
Selling andSales
Management
MacmillonIndia Ltd
Third edition/1997
2 Charles M.Futrell
Fundamentals of Selling
McGrow Hill Ninth edition/2004
3 S.A.Sherlekar
MarketingManagement
HimalayaPublishing
House
Thirteenthedition/2005
4 Philip Kotler and Gary
Armstorng
Principle ofMarketing
Prentice HallIndia
Eleventhedition/2005
5 P.N. Reddy,
P.C. Tripathiand
Appannaih
Essentials of
Management
Himalaya
PublishingHouse
Tenth edition/
2000
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Reference Made:
1. Aluminium Economics, July 2012 issue. It is a quarterly
newsletter.
2. Aluminium Today, the weekly business newspaper of the
Aluminium industry.
3. An article of Experiential Marketing on Economic Times dated11th September, 2011.
4. Journal on Emotional Marketing published by ICFAI University
Press, September 2011 issue.
Websites Referred:
1. www.alcircle.com
2. www.indianfoline.com
3. www.queszel.com
4. www.instakitchen.com
5. www.attitude.in
http://www.alcircle.com/http://www.indianfoline.com/http://www.queszel.com/http://www.instakitchen.com/http://www.attitude.in/http://www.alcircle.com/http://www.indianfoline.com/http://www.queszel.com/http://www.instakitchen.com/http://www.attitude.in/