A

PROJECT REPORT ON

“A STUDY ON THE EFFECTIVENESS OF SALES

PROMOTION ACTIVITIES

AT ANIL ASHOK LEYLAND IN MAHAKAUSHAL REGION”

In partial fulfillment for the award of the degree of

Master of Business Administration

Under the Guidance of

Ms.T.Thajamanbi

Submitted to

RANI DURGAVATI VISHWAVIDYALAYA JABALPUR (M.P)

Submitted By

KUSHAL KHURANA

M.B.A SEM III

(2011 – 2013)

GYAN GANGA INSTITUTE OF TECHNOLOGY & SCIENCES, JABALPUR (M.P)

I hereby declare that the project entitled “A study on the effectiveness of Sales Promotion

Activities at Anil Ashok Leylend in Mahakaushal Region”., which is being submitted in

partial fulfilment of the requirement for the award of the degree of M.B.A of Rani

DurgawatiVishvavidyalaya, Jabalpur (M.P) is an authentic record and all the information

furnished by me are true to my knowledge and information and facts furnished by me are

based on my own findings and as per the information collected through primary research.

The matter reported in this project is neither being used elsewhere nor has been

submitted earlier for the award of degree of MASTER OF BUSINESS ADMINISTRATION.

KUSHAL KHURANA

DECLARATION

Gyan Ganga Institute of Technology and Sciences, Jabalpur (M.P)

To whom it may concern

I hereby forward the project entitled A Project Report on

“A study on the effectiveness of Sales Promotion Activities at Anil Ashok Leyland in

”Mahakaushal Region”, submitted by Mr. KUSHAL KHURANA M.B.A Department, Gyan

Ganga Institute of Technology and Sciences, in partial fulfillment of the requirement for the

award of the degree of Masters of Business Administration of Rani

DurgawatiVishwavidyala, Jabalpur (M.P.).

Director, MBA

FORWARD

I express my profound gratitude to my ‘Marketing Management’ mentor, for her keen interest

and valuable suggestions for upgrading this report. Her comments and ideas enabled me to

compile this project successfully. I pay my sincere thanks to her for flourishing me with ideas

and opinions to compile the project.

I would like to place on record my sincere appreciation towards my training

guideMs.T.Thajamanbi for sparing their valuable time and briefing me about the various

functions and philosophies of the organization. The knowledge imparted by them shall

provide me a concrete base in the field of Marketing Management in the long run.

Lastly, I would like to extend my humble thanks to my other faculty, family members and

friends who adorned me with suitable opinions and guidance throughout the compilation of

the project.

KUSHAL KHURANA

TABLE OF CONTENTS

ACKNOWLEDGEMENT

Particulars Page no.

EXECUTIVE SUMMARY 1

OBJECTIVES OF THE STUDY 2

SECTOR PROFILE 3

COMPANY PROFILE 5

INRODUCTION OF ANIL ASHOK LEYLAND 14SALES PROMOTION ACTIVITIES AT ANIL ASHOK

LEYLAND

17

INTRODUCTION ON SALES PROMOTION 19

RESEARCH METHODOLOGY 23

INTERPRETATION & ANALYSIS 28FINDINGS 41

CONCLUSION 42

SUGGESTIONS 43LIMITATIONS 44

REFERENCES & BIBLIOGRAPHY 45

ANNEXURE 46