1. 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)

2. DECLARATION
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

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

4. ACKNOWLEDGEMENT
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

5. TABLE OF CONTENTS
Particulars
Page no.
EXECUTIVE SUMMARY
1
OBJECTIVES OF THE STUDY
2
SECTOR PROFILE
3
COMPANY PROFILE
5
INRODUCTION OF ANIL ASHOK LEYLAND
14
SALES PROMOTION ACTIVITIES AT ANIL ASHOK
17
LEYLAND
INTRODUCTION ON SALES PROMOTION
19
RESEARCH METHODOLOGY
23
INTERPRETATION & ANALYSIS
28
FINDINGS
41
CONCLUSION
42
SUGGESTIONS
43
LIMITATIONS
44
REFERENCES & BIBLIOGRAPHY
45
ANNEXURE
46