Jagriti bba-kay

SUMMER TRAINING REPORT
ON
“MARKETING MANAGEMENT”
AT
“KAY EXPORTS”
Submitted in partial fulfillment of the requirement of degree in
Bachelor of Business Administration
OF
MAHARISHI DAYANAND UNIVERSITY
Rohtak
SESSION 2018 – 19
Submittedto: Submittedby:
Controller of Examination Jagriti
Maharishi Dayanand University Class: BBA 5th Sem
Roll No.: 97140016
Regn. No: 1611350268
GOVT COLLEGE FOR WOMEN FARIDABAD

A C K N O W L E D G E M E N T
I express my sense of profound gratitude to the Management of “Kay Exports”, for giving
me this opportunity to conduct a study on Training and Development in their esteemed
organization.
My sincere thanks to Manager HR, Kay Exports, Punjab. For permitting me to pursue this
project.
I would like to express my gratitude to Staff Members, Kay Exports. For providing his
valuable time, suggestions and support for completing my project work successfully.
I am extremely grateful to Mrs. Neha Vij Gandhi (Project Guide), Govt. College For Women
Faridabad, for his support during the preparation of the project report. His patience and
invaluable guidance have proved to be very precious without which project would not be
completed.
Lastly, I am indebted to the friends and will-wishers who have extended their support to me
during the project.
JAGRITI

D E C L A R A T I O N
I Jagriti student of Bachelor of Business Administration, Govt. College for Women
Faridabad here by that the project report entitled “MARKETING MANAGEMENT” Has been
carried out at “Kay Exports ”submitted in partial fulfillment for the “Bechelor Degree in
Business Administration” in the result of my own work and is original.
I have not submitted this project to any other university or college for the award of
any other degree or Diploma.
Jagriti

T A B L E O F C O N T E N T S
Chapter 1 : Company profile
Chapter 2 : Review of Literature
Chapter 3 : Research Methodology
Chapter 5 : Data Analysis
Chapter 6 : Findings
Chapter 7 : Conclusion
Chapter 8 : Recommendation & Suggestions
Chapter 9 : Appendices
Bibliography

INTRODUCTION OF TOPIC
Marketing management is the process of developing strategies and planning for product or
services, advertising, promotions, sales to reach desired customer segment.
Structure
Marketing management employs tools from economics and competitive strategy to analyze
the industry context in which the firm operates. These include Porter's five forces, analysis
of strategic groups of competitors, chain analysis and others.
In competitor analysis, marketers build detailed profiles of each competitor in the market,
focusing on their relative competitive strengths and weaknesses using SWOT analysis.
Marketing managers will examine each competitor's cost structure, sources of profits,
resources and competencies, competitive positioning and product differentiation, degree
of vertical integration, historical responses to industry developments, and other factors.
Brand Audit
A brand audit is a thorough examination of a brand's current position in an industry
compared to its competitors and the examination of its effectiveness. When it comes to
brand auditing, six questions should be carefully examined and assessed:
1. how well the business’ current brand strategy is working,
2. what the company's established resource strengths and weaknesses are,
3. what its external opportunities and threats are,
4. how competitive the business’ prices and costs are,
5. how strong the business’ competitive position in comparison to its competitors is,
and what strategic issues are facing the business.
Marketing Strategy
Two customer segments are often selected as targets because they score highly on two
dimensions:
1. The segment is attractive to serve because it is large, growing, makes frequent
purchases, is not price sensitive (i.e. is willing to pay high prices), or other factors;
and

2. The company has the resources and capabilities to compete for the segment's
business, can meet their needs better than the competition, and can do so
profitably.
A commonly cited definition of marketing is simply "meeting needs profitably".[3]
The implication of selecting target segments is that the business will subsequently allocate
more resources to acquire and retain customers in the target segment(s) than it will for
other, non-targeted customers. In some cases, the firm may go so far as to turn away
customers who are not in its target segment. The doorman at a swanky nightclub, for
example, may deny entry to unfashionably dressed individuals because the business has
made a strategic decision to target the "high fashion" segment of nightclub patrons.
In conjunction with targeting decisions, marketing managers will identify the
desired positioning they want the company, product, or brand to occupy in the target
customer's mind. This positioning is often an encapsulation of a key benefit the company's
product or service offers that is differentiated and superior to the benefits offered by
competitive products. For example, Volvo has traditionally positioned its products in
the automobile market in North America in order to be perceived as the leader in "safety",
whereas BMW has traditionally positioned its brand to be perceived as the leader in
"performance".
Implementation planning
If the company has obtained an adequate understanding of the customer base and its own
competitive position in the industry, marketing managers are able to make their own key
strategic decisions and develop a marketing strategy designed to maximize
the revenues and profits of the firm. The selected strategy may aim for any of a variety of
specific objectives, including optimizing short-term unit margins, revenue growth, market
share, long-term profitability, or other goals.
After the firm's strategic objectives have been identified, the target market selected, and
the desired positioning for the company, product or brand has been determined, marketing
managers focus on how to best implement the chosen strategy. Traditionally, this has

involved implementation planning across the "4 Ps" of : product management, pricing (at
what price slot does a producer position a product, e.g. low, medium or high price), place
(the place or area where the products are going to be sold, which could be local, regional,
countrywide or international) (i.e. sales and distribution channels), and Promotion.
Taken together, the company's implementation choices across the 4 Ps are often described
as the marketing mix, meaning the mix of elements the business will employ to "go to
market" and execute the marketing strategy. The overall goal for the marketing mix is to
consistently deliver a compelling value proposition that reinforces the firm's chosen
positioning, builds customer loyalty and brand equity among target customers, and achieves
the firm's marketing and financial objectives.
Project, process, and vendor management
More broadly, marketing managers work to design and improve the effectiveness of core
marketing processes, such as new product development, brand management, marketing
communications, and pricing. Marketers may employ the tools of business process
reengineering to ensure these processes are properly designed, and use a variety of process
management techniques to keep them operating smoothly.
Effective execution may require management of both internal resources and a variety of
external vendors and service providers, such as the firm's advertising agency. Marketers
may therefore coordinate with the company's Purchasing department on the procurement
of these services. Under the area of marketing agency management (i.e. working with
external marketing agencies and suppliers) are techniques such as agency performance
evaluation, scope of work, incentive compensation, RFx's and storage of agency information
in a supplier database.

COMPANY PROFILE
About Kay Exports
Registered in 2014, Kay Exports has gained immense expertise in supplying &
trading of Scarves, shawls, wraps etc. The supplier company is located in
Amritsar, Punjab and is one of the leading sellers of listed products. Buy
Scarves, shawls, wraps in bulk from us for the best quality products and
service.
OUR STRENGTHS
FABRICATIONS
 Wool
 Silk
 Cashmere
 Modal
 Viscose
 Cotton
 Linen
 Polyester
 Acrylic
CAPABILITIES
 Yarn Dyes
 Jacquards
 Prints (Hand, Rotary, Table and Digital)
 Embellishment
 Embroidery
 Fringing
 Basic and Textured Weaves
 Light, Medium and Heavy Weights

 Best in Class Costing
 Speed to Market Orders
 On-time Delivery
 Superior Quality and QA
 Specialty Weaves
 Superior Print Execution
 CustomDesign Presentations Upon Request
 In HouseDesign Team
 In HousePrint Team
 In HouseMerchandising Team
 Customer supportin North America
LABOR
Kay Exports provides our employees regular work throughoutthe year and fair
working hours. Thereis no child labor or forced labor. Kay Exports does not
engage in discriminatory practices or tolerate harassment.
COMPENSATION
Legal wages are paid to all employees at all levels in our organization, meeting
or exceeding standards setby national laws.
HEALTH AND SAFETY
Our facilities are safeand hygienic, compliant with national laws.

ENVIRONMENT
Kay Exports is committed to protecting the environment. We are fully
compliant with all environmental laws, including all laws related to waste
disposal, air emissions, discharges, toxic substances and hazardous waste
disposal.
WOMEN IN THE WORKFORCE
Kay Exports believes in providing opportunity to the women in our community.
We are continually focusing on increasing the percentage of women in our
workforce.
AMRITSAR, INDIA
Factory & Showroom Address
Plot No. -38-39, GaliRaghav Motor,
Batala Road, Amristsar, 143-006, Punjab, India
Getting Here
Kay Exports is located in Amritsar India, easily
accessible daily by a 1 hour flight from New Delhi
NEW YORK, NY, USA
Showroom and Office Address
262 W. 38th St. Room 1205
New York, NY 10018
KAY Exports
262 W. 38th St. Room 1205
New York, NY 10018
+1 (214) 450-3829
kay@kayexports.com

CHAPTER – 2
REVIEW OF LITERATURE

REVIEW OF LITERATURE
MEANING OF MARKETING
The management process through which goods and services move from concept to the
customer. As a practice, it consists in coordination of four elements called 4P's: (1)
identification, selection, and development of a product, (2) determination of its price, (3)
selection of a distribution channel to reach the customer's place, and (4) development and
implementation of a promotional strategy.
MEANING OF MARKETING STRATEGY
A marketing strategy is a process or model to allow a company or organization to focus limited
resources on the best opportunities to increase sales and thereby achieve a sustainable
competitive advantage.
TYPES OF MARKETING STRATEGY
One of the most important concepts of the marketing planning process is the need to develop a
cohesive marketing strategy that guides tactical programs for the marketing decision areas. In
marketing there are two levels to strategy formulation:
 General Marketing Strategies
 Decision Area Strategies
General Marketing Strategies
These set the direction for all marketing efforts by describing, in general terms, how marketing
will achieve its objectives. There are many different General Marketing Strategies, though most
can be viewed as falling into one of the following categories:
 Market Expansion
 Market Share Growth
 Niche Market
 Status Quo
 Market Exit

Decision Area Strategies
These are used to achieve the General Marketing Strategies by guiding the decisions within
important marketing areas (product, pricing, distribution, promotion, target marketing). For
example, a General Marketing Strategy that centres on entering a new market with new
products may be supported by Decision Area Strategies that include:
 Target Marketing management – employ segmenting techniques
 Product Strategy – develop new product line
 Pricing Strategy – create price programs that offer lower pricing versus competitors
 Distribution Strategy – use methods to gain access to important distribution partners
that service the target market
 Promotion Strategy – create a plan that can quickly build awareness of the product
Marketing Strategy objectives
 Increase product awareness among the target audience by 30 percent in one year.
 Inform target audience about features and benefits of our product and its competitive
advantage, leading to a 10 percent increase in sales in one year.
 Decrease or remove potential customers' resistance to buying our product, leading to
a 20 percent increase in sales that are closed in six months or less.
If you have multiple objectives, make sure they are consistent and not in conflict with
each other. Also, be sure that the remainder of your marketing plan components - the
marketing strategy, budget, action programs, controls and measures - supports your
marketing objectives.
Setting your marketing objectives and finalizing the remaining components of your
marketing plan may serve as a reality check: Do you have the resources necessary to
accomplish your objectives?
The marketing strategy section of your plan outlines your game plan to achieve your
marketing objectives. It is, essentially, the heart of the marketing plan. The marketing
strategy section should include information about:
 Product - your product(s)and services
 Price - what you will charge customers for products and services
 Promotion - how you will promote or create awareness of your product in the
marketplace

 Place (distribution) - how you will bring your product(s) together with your customers.
LIMITATION OF MARKETING STRATGY
 leads to faulty marketing decisions based on improperly analyzed data
 creates unrealistic financial projections if information is interpreted incorrectly
MARKETING MANAGEMENT
Marketing Management is a business discipline which is focused on the practical application of
marketing techniques and the management of a firm's marketing resources and activities.
Rapidly emerging forces of globalization have compelled firms to market beyond the borders of
their home country making International marketing highly significant and an integral part of a
firm's marketing strategy. Marketing managers are often responsible for influencing the level,
timing, and composition of customer demand accepted definition of the term. In part, this is
because the role of a marketing manager can vary significantly based on a business' size,
corporate culture, and industry context. For example, in a large consumer products company,
the marketing manager may act as the overall general manager of his or her assigned product
To create an effective, cost-efficient Marketing management strategy, firms must possess a
detailed, objective understanding of their own business and the market in which they operate.
In analyzing these issues, the discipline of marketing management often overlaps with the
related discipline of strategic planning.
Marketing management often finds it necessary to invest in research to collect the data
required to perform accurate marketing analysis. As such, they often conduct market research
(alternately marketing research) to obtain this information. Marketers employ a variety of
techniques to conduct market research, but some of the more common include:
Qualitative marketing research, such as focus groups
Quantitative marketing research, such as statistical surveys
Experimental techniques such as test markets
Observational techniques such as ethnographic (on-site) observation
In today's very competitive marketplace a strategy that insures a consistent approach to
offering your product or service in a way that will outsell the competition is critical. However, in
concert with defining the marketing strategy one must also have a well - defined methodology

for the day-to-day process of implementing it. It is of little value to have a strategy if you lack
either the resources or the expertise to implement it. There are two major components of
marketing strategy:
 How the enterprise will address the competitive marketplace
 How will it implement and support day-to-day operations.
In the process of creating a marketing strategy one must consider all the relevant factors. Each
strategy must address some unique considerations; it is not reasonable to identify every
important factor at a generic level. However, many are common to all marketing strategies.
Some of the more critical are described below. In general this falls into one of four categories :
 Where the market is very attractive and the enterprise is strong, one will invest the best
resources in support of the offering.
 Where the market is very attractive but the enterprise is weak, one must concentrate on
strengthening the enterprise, using the offering as a stepping-stone toward this objective.
 Where the market is not especially attractive, but the enterprise is strong then an effective
marketing and sales effort for the offering will be good for generating near term profits.
 Where the market is not especially attractive and the enterprise is weak, one should promote
this offering only if it supports a more profitable part of the business. Otherwise, one should
determine the most cost effective way to divest the enterprise of this offering.
Now, the next step is to choose a strategy for the offering that will be most effective in the
market. This means choosing one of the following 'generic' strategies:
A COST LEADERSHIP STRATEGY
It is based on the concept that one can produce and market a good quality product or service at
a lower cost than its competitors. These low costs should translate to profit margins that are
higher than the industry average.
Some conditions that should exist to support a cost leadership strategy include an on-going
availability of operating capital, good process engineering skills, and close management of
labor, products designed for ease of manufacturing and low cost distribution.
A DIFFERENTIATION STRATEGY
It is the one, which creates a product or service that is perceived as being unique "throughout
the industry". The emphasis can be on brand image, proprietary technology, special features,
superior service, a strong distributor network or other aspects that might be specific to the

industry. This uniqueness should also translate to profit margins that are higher than the
industry average. Some of the conditions that should exist to support a differentiation strategy
include strong marketing abilities, effective product engineering, creative personnel, the ability
to perform basic research and a good reputation.
A FOCUS STRATEGY
It may be the most sophisticated of the generic strategies, in the sense that it is a more 'intense'
form of either the cost leadership or differentiation strategy. It is based on the concept of
serving a particular target in such an exceptional manner, those others cannot compete. Usually
this means addressing a substantially smaller market segment than others in the industry, but
because of minimal competition, profit margins can be very high.
PRICING STRATEGY
Having defined the overall offering objective and selecting the generic strategy one must decide
on a variety of closely related operational strategies. One of these is how one will price the
offering. A pricing strategy is mostly influenced by the net income. There are three basic
strategies one can consider.
 A SKIMMING STRATEGY:
Where the offering has enough differentiation to justify a high price and one desire quick cash
and have minimal desires for significant market penetration and control, then one sets the
prices very high.
 A MARKET PENETRATION STRATEGY:
Where near term income is not so critical and rapid market penetration for eventual market
control is desired, then one must set the prices very low.
 A COMPARABLE PRICING STRATEGY:
Where one is not the market leader in the industry then the leaders will most likely have
created a 'price expectation' in the minds of the marketplace. In this case one can price the
offering comparably to those of its competitors.
 PROMOTION
To sell an offering one must effectively promote and advertise it. There are two basic
promotional strategies, PUSH and PULL.

 THE PUSH STRATEGY:
It maximizes the use of all available channels of distribution to "push" the offering into the
marketplace. This usually requires generous discounts to achieve the objective of giving the
channels incentive to promote the offering, thus minimizing
the need for advertising.
 THE PULL STRATEGY:
It requires direct interface with the end user of the offering. Use of channels of distribution is
minimized during the first stages of promotion and a major commitment to advertising is
required. The objective is to "pull" the prospects into the various channel outlets creating a
demand the channels cannot ignore.
 DISTRIBUTION
One must also select the distribution strategy(s) which should get the offering into the hands of
the customer. These include:
 On-premise Sales involving the sale of the offering using a field sales organization that visits the
prospect's facilities to make the sale.
 Direct Sales involves the sale of the offering using a direct, in-house sales organization that does
all selling through the Internet, telephone or mail order contacts.
 Wholesale Sales involves the sale of the offering using intermediaries or "middle-men" to
distribute product or service to the retailers.
 Self-service Retail Sales involves the sale of the offering using self-service retail methods of
distribution.
 Full-service Retail Sales involves the sale of the offering through a full service retail distribution
channel.
 CONCLUSION
After defining the strategy one must use the information one has gathered to determine
whether this strategy will achieve the objective of making the enterprise competitive in the
marketplace. It is essential to know who the competitors are and to understand their strengths
and weaknesses.
Various factors to consider include:
 Each of the competitor’s experience,
 Staying power,
 Market position,
 Strength,
 Predictability and
 Freedom to abandon the market must be evaluated.

PRODUCT
The noun product is defined as a "thing produced by labor or effort" or the "result of an act or a
process" and stems from the verb produce, from the Latin prōdūce (re) '(to) lead or bring forth'.
Since 1575, the word "product" has referred to anything produced. Since 1695, the word has
referred to "thing or things produced". The economic or commercial meaning of product was
first used by political economist Adam Smith.
In marketing, a product is anything that can be offered to a market that might satisfy a want or
need. In retailing, products are called merchandise. In manufacturing, products are purchased
as raw materials and sold as finished goods. Commodities are usually raw materials such as
metals and agricultural products, but a commodity can also be anything widely available in the
open market. In project management, products are the formal definition of the project
deliverables that make up or contribute to delivering the objectives of the project.
In general, product may refer to a single item or unit, a group of equivalent products, a grouping
of goods or services, or an industrial classification for the goods or services.

Tangible and intangible products
Products can be classified as tangible or intangible. A tangible product is any physical product
that can be touched like a computer, automobile, etc. An intangible product is a non-physical
product like an insurance policy.
In its online product catalog, retailer Sears, Roebuck and Company divides its products into
departments, then presents products to shoppers according to (1) function or (2) brand. Each
product has a Sears item number and a manufacturer's model number. The departments and
product groupings that Sears uses are intended to help customers browse products by function
or brand within a traditional department store structure.
Sizes and colors
A catalog number, especially for clothing, may group sizes and colors. When ordering the
product, the customer specifies size, color and other variables.
Product line
A product line is "a group of products that are closely related, either because they function in a
similar manner, are sold to the same customer groups, are marketed through the same types of
outlets, or fall within given price ranges."
Many businesses offer a range of product lines which may be unique to a single organization or
may be common across the business's industry. In 2012 the US Census compiled revenue figures
for the finance and insurance industry by various product lines such as "accident, health and
medical insurance premiums" and "income from secured consumer loans". Within the
insurance industry, product lines are indicated by the type of risk coverage, such as auto
insurance, commercial insurance and life insurance.
The National Institute of Governmental Purchasing (NIGP)[17] developed a commodity and
services classification system for use by state and local governments, the NIGP Code. The NIGP
Code is used by 33 states within the United States as well as thousands of cities, counties and
political subdivisions. The NIGP Code is a hierarchical schema consisting of a 3 digit class, 5 digit
class-item, 7 digit class-item-group and an 11 digit class-item-group-detail. Applications of the

NIGP Code include vendor registration, inventory item identification, contract item
management, spend analysis and strategic sourcing.
PRICE
Definition
In ordinary usage, price is the quantity of payment or compensation given from one party to
another in return for goods or services.
In all modern economies, the overwhelming majority of prices are quoted in (and the
transactions involve) units of some form of currency. Although in theory, prices could be quoted
as quantities of other goods or services this sort of barter exchange is rarely seen.
Price can sometimes alternatively refer to the quantity of payment requested by a seller of
goods or services, rather than the eventual payment amount. This requested amount is often
called the asking price or selling price, while the actual payment may be called the transaction
price or traded price. Likewise, the bid price or buying price is the quantity of payment offered
by a buyer of goods or services, although this meaning is more common in asset or financial
markets than in consumer markets.
Economic Definition
Economists sometimes define price in a more general or abstract sense to the widely
understood definition above. According to this view, price is defined as the ratio between the
quantity of goods that are exchanged for each other in a transaction.
For example, consider the case of two people exchanging goods, say 5 apples for 2 loaves of
bread. An economist might say that the price of apples was 2/5 = 0.4 loaves of bread. Likewise,
the price of bread would be 5/2 = 2.5 apples. Hence if we consider that currency is simply
another type of good like apples or bread, then this conception forms the general case of the
widely held definition outlined above.

This distinction is sometimes made to make sense of inflation. When all prices are quoted in
terms of money units, and the prices in money units change more or less proportionately, the
ratio of exchange may not change much. In the extreme case, if all prices quoted in money
change in the same proportion, the relative price remains the same.
It is now becoming clear that the distinction is not useful and indeed hides a major confusion.
The conventional wisdom is that proportional change in all nominal prices does not affect real
price, and hence should not affect either demand or supply and therefore also should not affect
output. The new criticism is that the crucial question is why is there more money to pay for the
same old real output. If this question is answered, it will show that dynamically, even as the real
price remains exactly the same, output in real terms can change, just because additional money
allow additional output to be traded. The supply curve can shift such that at the old price, the
new higher output is sold. This shift if not possible without additional money.
From this point of view, a price is similar to an opportunity cost, that is, what must be given up
in exchange for the good or service that is being purchased. For example, if x=1 and y=2, the
relative price of x in terms of y is 2, and the price of y in terms of x is 0.5.
PRICE THEORY
Theory of price asserts that the market price reflects interaction between two opposing
considerations. On the one side are demand considerations based on marginal utility, while on
the other side are supply considerations based on marginal cost. An equilibrium price is
supposed to be at once equal to marginal utility (counted in units of income) from the buyer's
side and marginal cost from the seller's side. Though this view is accepted by almost every
economist, and it constitutes the core of mainstream economics, it has recently been
challenged seriously.
Price and Value
Austrian theory
The last objection is also sometimes interpreted as the paradox of value, which was observed by
classical economists. Adam Smith described what is now called the Diamond – Water Paradox:

diamonds command a higher price than water, yet water is essential for life, while diamonds
are merely ornamentation. One solution offered to this paradox is through the theory of
marginal utility proposed by Carl Menger, the father of the Austrian School of economics.
As William Barber put it, human volition, the human subject, was "brought to the centre of the
stage" by marginalist economics, as a bargaining tool. Neoclassical economists sought to clarify
choices open to producers and consumers in market situations, and thus "fears that cleavages
in the economic structure might be unbridgeable could be suppressed".
Price as productive human labor time
Marxists assert that value derives from the volume of socially necessary abstract labor time
exerted in the creation of an object. This value does not relate to price in a simple manner, and
the difficulty of the conversion of the mass of values into the actual prices is known as the
transformation problem. However, many recent Marxists deny that any problem exists. Marx
was not concerned with proving that prices derive from values. In fact, he admonished the
other classical political economists (like Ricardo and Smith) for trying to make this proof. Rather,
for Marx, price equal the cost of production (capital-cost and labor-costs) plus the average rate
of profit. So if the average rate of profit (return on capital investment) is 22% then prices would
reflect cost-of-production plus 22%. The perception that there is a transformation problem in
Marx stems from the injection of Walrasian equilibrium theory into Marxism where there is no
such thing as equilibrium.
Confusion between prices and costs of production
Price is commonly confused with the notion of cost of production as in “I paid a high cost for
buying my new plasma television”. Technically, though, these are different concepts. Price is
what a buyer pays to acquire products from a seller. Cost of production concerns the seller’s
investment (e.g., manufacturing expense) in the product being exchanged with a buyer. For
marketing organizations seeking to make a profit the hope is that price will exceed cost of
production so the organization can see financial gain from the transaction. Finally, while pricing
is a topic central to a company's profitability, pricing decisions are not limited to for-profit
companies. Non-profit organizations, such as charities, educational institutions and industry
trade groups, also set prices, though this is often not as apparent. For instance, charities seeking

to raise money may set different “target” levels for donations that reward donors with
increases in status (e.g., name in newsletter), gifts or other benefits. While a charitable
organization may not call it a price in their promotional material, in reality these targets are
prices since they specify a cost that must be paid by buyers (donors) in order to obtain
something of value.
PLACE-DISTRIBUTION
A crucial decision in any marketing mix is to correctly identify the distribution channels. The
question " how to reach the customer" must always be in your mind.
-Definition: The place is where you can expect to find your customer and consequently, where
the sale is realized. Knowing this place, you have to look for a distribution channel in order to
reach your customer.
In fact, instead of "place" it would be better to use the word "distribution" but the MBA lingo
uses "place" to memorize the 4 Ps of the marketing mix!
Channels
It exists today, with the internet, more channels than in the past but basically, you have to
consider three main distribution channels:
-Selling to the customers: Whether you sell by yourself ( as retailer) whether you employ a
sales force, you are in these cases in front of the final customer. There are not intermediaries
between you and him. Unfortunately, except for the retailer business, this situation is far to be
the general case.
-Selling to the retailers: For example, you manufacture the fun boards and you sell them to the
Arizona retailers. This practice could be a bit complicated.
-Selling to the wholesalers: There are maybe four or five sport articles wholesalers in Arizona.
You sell your fun boards to these big men. On turn the wholesalers sell the fun boards to the
retailers which finally sell to their customers.
In the case of Pacific Boat which manufactures its boats in Philippines for customers located in
the USA or in Europe, there is not alternative ways. It must sell through some big import export
corporate's. Pacific boat has not any contact with its final customers but of course it must know
exactly their profile. If the product does not fit to the profile of the final customer, the
wholesaler will not buy it.

As you can see, the choice of your distribution channel heavily depends on your product and
place in the productive process. If you are in coal mining, do not expect to sell some coal
buckets to the final consumer!
The next drawing summarizes the different possible channels: You are represented by the black
square, the wholesaler by the maroon one, the retailer by the yellow and the customer by the
green!
PROMOTION
Promotion is one of the four elements of marketing mix (product, price, promotion,
distribution). It is the communication link between sellers and buyers for the purpose of
influencing, informing, or persuading a potential buyer's purchasing decision.
The following are two types of Promotion:
Above the line promotion: Promotion in the media (e.g. TV, radio, newspapers, Internet, Mobile
Phones, and, historically, illustrated songs) in which the advertiser pays an advertising agency to
place the ad There are different ways to promote a product in different areas of media.
Promoters use internet advertisement, special events, endorsements, and newspapers to
advertise their product. Many times with the purchase of a product there is an incentive like
discounts, free items, or a contest. This is to increase the sales of a given product.
The term "promotion" is usually an "in" expression used internally by the marketing company,
but not normally to the public or the market - phrases like "special offer" are more common. An
example of a fully integrated, long-term, large-scale promotion are My Coke Rewards and Pepsi
Stuff. It is helpful to define the four main elements of the promotional mix before considering
their strengths and limitations.
(1) Advertising : Any paid form of non-personal communication of ideas or products in the
"prime media": i.e. television, newspapers, magazines, billboard posters, radio, cinema etc.
Advertising is intended to persuade and to inform. The two basic aspects of advertising are the
message (what you want your communication to say) and the medium (how you get your
message across)

(2) Personal Selling : Oral communication with potential buyers of a product with the intention
of making a sale. The personal selling may focus initially on developing a relationship with the
potential buyer, but will always ultimately end with an attempt to "close the sale".
(3) Sales Promotion : Providing incentives to customers or to the distribution channel to
stimulate demand for a product.
(4) Publicity : The communication of a product, brand or business by placing information about
it in the media without paying for the time or media space directly. otherwise known as "public
relations" or PR.
Advantages and Disadvantages of Each Element of the Promotional Mix
Mix Element Advantages Disadvantages
Advertising Good for building awareness
Effective at reaching a wide audience
Repetition of main brand and
product positioning helps build
customer trust
Impersonal - cannot answer
all a customer's questions
Not good at getting
customers to make a final
purchasing decision
Personal
Selling
Highly interactive - lots of
communication between the buyer
and sellerExcellent for
communicating complex / detailed
product information and features
Relationships can be built up -
important if closing the sale make
take a long time
Costly - employing a sales
force has many hidden costs
in addition to wages Not
suitable if there are
thousands of important
buyers
Sales
Promotion
Can stimulate quick increases in sales
by targeting promotional incentives
on particular products
Good short term tactical tool
If used over the long-term,
customers may get used to
the effect Too much
promotion may damage the
brand image
Public
Relations
Often seen as more "credible" - since
the message seems to be coming
from a third party (e.g. magazine,
newspaper)
Cheap way of reaching many
customers - if the publicity is
achieved through the right media
Risk of losing control -
cannot always control what
other people write or say
about your product

MARKETING RESEARCH
Marketing research involves conducting research to support marketing activities, and the
statistical interpretation of data into information. This information is then used by managers to
plan marketing activities, gauge the nature of a firm's marketing environment and attain
information from suppliers. Marketing researchers use statistical methods such as quantitative
research, qualitative research, hypothesis tests, Chi-squared tests, linear regression,
correlations, frequency distributions, poisson distributions, binomial distributions, etc. to
interpret their findings and convert data into information. The marketing research process
spans a number of stages including the definition of a problem, development of a research plan,
collecting and interpretation of data and disseminating information formally in form of a report.
The task of marketing research is to provide management with relevant, accurate, reliable,
valid, and current information.
Marketing Environment Market segmentation
Market segmentation pertains to the division of a market of consumers into persons with
similar needs and wants. As an example, if using Kellogg's cereals in this instance, Frosties are
marketed to children. Crunchy Nut Cornflakes are marketed to adults. Both goods
aforementioned denote two products which are marketed to two distinct groups of persons,
both with like needs, traits, and wants.
Types of marketing research
Marketing research, as a sub-set aspect of marketing activities, can be divided into the following
parts:
 Primary research (also known as field research), which involves the conduction and compilation
of research for the purpose it was intended.
 Secondary research (also referred to as desk research), is initially conducted for one purpose,
but often used to support another purpose or end goal.
By these definitions, an example of primary research would be market research conducted into
health foods, which is used solely to ascertain the needs/wants of the target market for health
foods. Secondary research, again according to the above definition, would be research
pertaining to health foods, but used by a firm wishing to develop an unrelated product.

Primary research is often expensive to prepare, collect and interpret from data to information.
Nonetheless, while secondary research is relatively inexpensive, it often can become outdated
and outmoded, given it is used for a purpose other than for which is was intended. Primary
research can also be broken down into quantitative research and qualitative research, which as
the labels suggest, pertain to numerical and non-numerical research methods, techniques. The
appropriateness of each mode of research depends on whether data can be quantified
(quantitative research), or whether subjective, non-numeric or abstract concepts are required
to be studied (qualitative research)
Marketing planning
The area of marketing planning involves forging a plan for a firm's marketing activities. A
marketing plan can also pertain to a specific product, as well as to an organization's overall
marketing strategy. Generally speaking, an organization's marketing planning process is derived
from its overall business strategy. Thus, when top management are devising the firm's strategic
direction or mission, the intended marketing activities are incorporated into this plan. There are
several levels of marketing objectives within an organization. The senior management of a firm
would formulate a general business strategy for a firm. However, this general business strategy
would be interpreted and implemented in different contexts throughout the firm.
Marketing Strategy
The field of marketing strategy encompasses the strategy involved in the management of a
given product.
A given firm may hold numerous products in the marketplace, spanning numerous and
sometimes wholly unrelated industries. Accordingly, a plan is required in order to manage
effectively such products. Evidently, a company needs to weigh up and ascertain how to utilize
effectively its finite resources. As an example, a start-up car manufacturing firm would face little
success, should it attempt to rival immediately Toyota, Ford, Nissan or any other large global car
maker. Moreover, a product may be reaching the end of its life-cycle. Thus, the issue of divest,
or a ceasing of production may be made. With regard to the aforesaid questions, each scenario
requires a unique marketing strategy to be employed. Below are listed some prominent
marketing strategy models, which seek to propose means to answer the preceding questions.

CHAPTER-3
RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
A research process consists of stages or steps that guide the project from its
conception through the final analysis, recommendations and ultimate action. The research
process provides a systematic, planned approach to the research project and ensures all
aspects of the research project are consistent with each other.
Research studies evolve through a series of steps, each representing the answer to a
key question.
Research Design:
A research design is the overall framework of the plan used for the collection and
analysis of the data in the financial statement. In corporate, any research, any report should
be problem defined a plan for gathering and analysis of data. A time framework and budget
estimate the research design and present in organised and systematic form.
In fact a suitable research design guards against collection of the irrelevant data
therefore results in more economy.
I propose to conduct a intensive secondary research to understand the full impact
and implication of the industry, to review and critique the industry norms and reports, on
which certain issues shall be selected, which I feel remain unanswered or liable to change,
this shall be further taken up in the next stage of exploratory research. This stage shall help
me to restrict and select only the important question and issue, which inhabit the growth in
the industry.
The various tasks that I have undertaken in the research design process are:
 Defining the information need.
 Design the exploratory, descriptive and causal report.
Research Objective:
The first step is while conducting definition of research problem. The project
undertaken is “value addition that marketer make”. The objective of the study is to find out
the current market share of KAY EXPORTS and suggesting the ways to increase the market
share.
Sub objectives of study are:
 To study the consumer behaviour regarding KAY EXPORTS products.

 To make Marketing management for KAY EXPORTS products.
 To make SWOT analysis of KAY EXPORTS.
Data Sources:
Primary as well as secondary source of data were used for the analysis.
Primary data was collected through interview of customers.
Secondary data comes through were:
 Company profile
 Company website
 Magazines, product catalogue, journal & newspaper etc.
 Search engine site
Research approach:
A personal interaction with customers has been the main approach to collect the
information required.
The research process has four distinct yet interrelated steps for research analysis.
It has logical and hierarchical ordering.
Each step is viewed as separate process that includes a set of task, step and specific
procedure. The steps undertaken are logical, objective, systematic, reliable, valid,
impersonal and ongoing.
EXPLORATORY RESEARCH
The method I used for exploratory research was
o Primary Data
o Secondary Data
Primary Data
New data gathered to help solve the problem at hand. As compared to secondary
data which is previously gathered data. An example is information gathered by
questionnaire. Qualitative or quantitative data that are newly collected in the course of
research, consists of original information that comes from people and includes information
gathered from surveys, focus groups, independent observations and test results. Data
gathered by the researcher in the act of conducting research.

This is contrasted to secondary data, which entails the data gathered by someone
other than the researcher information that is obtained directly from first- hand sources by
means of surveys, observation or experimentation.
SECONDARY DATA
Information that already exists somewhere, having been collected for another
purpose. Sources include census reports, trade publications, and subscription services.
There are two types of secondary data: internal and external secondary data. Information
compiled inside or outside the organization for some purpose other than the current
investigation. Researching information, which has already been published? Market
information compiled for purposes other than the current research effort; it can be internal
data, such as existing sales-tracking information, or it can be research conducted by
someone else, such as a market research company or the U.S. government.
Secondary source of data consists of books and websites
My proposal is to first to conduct a intensive secondary research to understand the
full impact and implication of the industry, to review and critique the industry norms and
reports, on which certain issues shall be selected, which I feel remain unanswered or liable
to change, this shall be further taken up in the next stage of exploratory research.
DESCRIPTIVE RESEARCH
STEPS in descriptive research:
 Statement of the problem
 Identification of information needed to solve the problem.
 Selection or development of instruments for gathering the information.
 Identification of target population and determination of sampling plan.
 Design of procedure for information collection.
 Collection of information.
 Analysis of information.
 Generalizations and / or predictions.
Research Instrument:

To carry out research, we used questionnaire research instrument. Questionnaire have
completely open ended question to know respondent inter feeling, and Dichotomous,
multiple choice and rating scale ended question. This also includes service related issues.
Sampling Plan:
After deciding on the research approach and instrument, marketing researcher must design
a sampling plan: This call for three decisions.
1. Sampling unit: Who to be observed?
In our research target population include those customer who do business in small
scale.
2. Sampling size: How many people should be surveyed?
Due to time and money constraint we covered only 50 respondents.
3. Sampling Procedure: How should the respondent to be chosen?
In our study, we covered only those customer who are using KAY EXPORTS products.
LIMITATION OF THE STUDY
 Time constraint: Time constraint from one of the biggest constraint. The time
available for the study was less as such it hinders the progress of the study.
 Money constraint: The money available with researcher also imposed a limitation on
the comprehensive of the research.
 Non coverage of certain aspect: Non availability of data hinders progress of study.

BUSINESS
What type of business do you own?
a) Sole proprietorship-30 Partnership-20 Corporation-40 others-10
On the basis of the survey its easily seems that 30% people are sole proprietorship, 20% are in
partnership, 40% in corporation and others are of 10%.
Busiest Day
Whenis the busiestdayof the weekinyourbusiness?
a) Monday-30% b)Tuesday-10% c)Wednesday-20% d)Thursday-10%
e)Friday-20% f)Saturday-10%
On the basis of the survey its easily seems that Monday is very busiest day i.e. 30% ,Tuesday is
10%,Wednesday is 20%,Thursday is 10%,Friday is 20%,Saturday is 10%.
Monday
30%
Tuesday
10%Wednesday
20%
Thursday
10%
Friday
20%
Saturday
10%
Monday
Tuesday
Wednesd
ay
sole
proprietors
hip
30%
partnership
20%
corporation
40%
others
10%
sole
proprietor
ship
partnershi
p
corporatio
n

Advertisement
Which type of advertisement you are doing?
a) Newspaper-25% b) Internet-20% c) Magazines-25%
d) Television-30%
On the basis of the survey its easily seems that company gives more importance to television
i.e. 30%, newspaper is 25%, internet is 20%, magazines are 25%.
Profitability
Would you say that your business is profitable?
a) yes-40% b) no-60%
On the basis of survey its seems that 40% persons says their business is going in profit and 60%
said no profits are there.
TOTAL SALES
YEAR TOTAL SALE (in crore)
2012-13 153.13
2013-14 176.05
2014-15 196.47
2015-16 220.17
2016-17 245.26
On the basis of the survey it easily seems that total sales of Thomson press is continuously
increasing as in 2012-13 it is 153.13 crores,in 2013-14 sale is 176.06,in 2014-15 it is196.47
crores ,in 2015-16 is 220.17 crores, in 2016-17 it is245.26.
0
50
100
150
200
250
300
2012-132013-142014-152015-162016-17
TOTAL SALE (in crore)
TOTAL SALE (in crore)

Have you ever opted for services from EECL.?
(a) Yes - 61%
(b) No - 39%
61% of the public has Opted for JBM Auto Ltd. services.
Please specify the age group to which you belong:
Out of 20 employees 12 employees belongs to 25 to 30 age group. And 120 employees
from 30 to 40 age group .
From the above graph it is clearly shown that majority of employees belongs to 30 to 40 age
group that is 70%.
Who are the people you consulted before deciding to come to purchase it?
It shows that 500 people out of 1000 consult with their friends because they are of the same
age and they have knowledge according to their age. And only 50 people who does not ask from
anybody.
2%
10%
70%
18%
Below 25
25 to 30
30 to 40
Above 40
20%
50%
25%
5%
Family members
Friends
Any other,
Nobody

It shows that there are very little people who does not consult from anybody .otherwise most of
the consult whethet it is friends or family members or any other.
How would you rate the service facilities?
Will you recommend our company to others?
Out of 1000 people 550 people recommend our company strongly,100 people says they will not
recommend our company and 100 people says they will discourage others.
Majority of people says yes that they will recommend our company and less people says no.
7) Table showing the distribution of KAY EXPORTS?
Dibutor visit to retailer No. Percentage %
One time 5 5%
Two time 5 5%
Three times 23 23%
Four times 0 0%
Daily 67 67%
Inference:
Above table shows that 67% of the retailers say that distributors come daily, 23% say that
they come three times in a week and 5% say one time, two times in a week respectively.
This shows that the distribution level of the KAY EXPORTS in twin cities is good and 94%the
retailers are satisfied by the distribution .
5%
15%
20%
60%
0%
10%
20%
30%
40%
50%
60%
70%
Disappointing Avg. Good very Good

Table showing that design and style of KAY EXPORTS PRODUCTS
Inference:
The above table shows that 76% of the retailers are said that the design and style of
products is medium. And 12% of the retailers said design is very attractive. And 12% of
retailers said that it is UN attractive. By observing the above table we can know that, the
style and design of products is not satisfied
Table showing retailers view to increase the sales of KAY EXPORTS PRODUCTS.
Distribution services 6 4%
Trade schemes / Promotional offers 76 70%
More advertisement hoardings. 6 4%
Telecast of ads in TV media 8 5%
Change in flavor 8 5%
Other’s (packing, display boards,
etc.,)
16 12%
Statistics:
From the above table we can see that 70% is for the promotional offers, the next big thing is
for the Display boards with 12%, then goes to more advertisement in TV media. With 5%.
And 5% is for change in flavor. And advertisement hoarding with 4%.
Inference:
From the above table we can say that, to increase the sales of the products, They should go
with the promotional offers to the retailers, and by giving display boards, and by telecasting
of ads on TV is the next best option and we can even go for the advertisement hoarding no
the road side is the economical option.
Very attractive 12 12%
Medium 76 76%
Unattractive 12 12%
Very un attractive 0 0%

FINDINGS
Marketing research is "the process or set of processes that links the producers, customers,
and end users to the marketer through information used to identify and define marketing
opportunities and problems; generate, refine, and evaluate marketing actions; monitor
marketing performance; and improve understanding of marketing as a process. Marketing
research specifies the information required to address these issues, designs the method for
collecting information, manages and implements the data collection process, analyzes the
results, and communicates the findings and their implications."
It is the systematic gathering, recording, and analysis of qualitative and quantitative data
about issues relating to marketing products and services. The goal of marketing research is
to identify and assess how changing elements of the marketing mix impacts customer
behavior. The term is commonly interchanged with market research; however, expert
practitioners may wish to draw a distinction, in that market research is concerned
specifically with markets, while marketing research is concerned specifically about
marketing processes.[
The results revealed that the majority of ski centers do not have a marketing
department and only a few receive consultation from consultants. Additionally many
ski centers do not use specific planning or strategic tools, and about 20 percent of
their directors are not in a position to identify and measure customer segments.
Individuals who pursue recreation, skiers, and various associations are ski centers'
most frequent customers. Finally, respondents have defined customer satisfaction to
be of a high level in those ski centers that conduct customer research.

CONCLUSION
The Indian construction equipment industry is a key segment of the manufacturing
sector and is poised for excellent growth in the coming years, based on India’s overall
manufacturing sector and infrastructure growth. Earthmoving equipment, material handling
equipment and road construction equipment are key segments expected to contribute to
the bulk of the growth, driven by construction activity in the parent sectors.
To leverage this opportunity, Indian construction equipment manufacturers need to
focus on developing individual and pooled capabilities to develop global competitiveness
across the sector. Collaborative endeavours to provide integrated services, industry bodies
to promote the industry’s interests and working with the Government to promote
technology development are some of the key measures to be taken.
In order to enhance their market share, KAY EXPORTS need to improve its product
quality, manufacturing capacity and serviceability followed by reduction in cost, increase in
the product range and finally adopt more aggressive marketing strategies. The competitive
edge lies in satisfying customers by delivering higher quality products at lower prices.

RECOMMENDATION
 We recommended that the study was confined to limited consumers only
 The duration of the study was restricted for 8 weeks only, which is not sufficient to
study the entire consumers in the market.
 The analysis can not be straight away used in decision making, as simple is very
small when compared to the total consumers in the market.
 The present study deals with coca-cola-brand.
SUGGESSIONS
GENERAL ISSUES:
 Escorts must have provisions to have meeting with dealers & potential customers
once in every six months.
 All the dealers need to be monitored by the company.
 A pick ‘n’ carry crane model which will be equivalent to ACE in terms of price need to
be introduced in market.
 Escorts have to distribute complimentary gifts on certain occasion to promote its
products.
 Escorts service team have to meet customer on time to time basis to gain customer
confidence.
 Spare parts availability should be there with all dealers.
TECHNICAL ISSUES:
 KAY EXPORTS have to do something to increase the crane speed on road.
 TRX OR F-15- There were no provision for cradle if company provide differential lock
then it increase customer utility.
 Rear and front tyres should be heavy duty according to customers
 Stabilizer pressure is less in Backhoe loader.
 Customer is facing problem in valve leakage in Backhoe loader.
 At the time of loading, temperature shown by machine will be high.

CHAPTER-9
APPENDICES / QUESTIONAIER

SURVEY QUESTIONNAIRE
SURVEY OF CUSTOMERS
NAME:-
LOCATION:-
BUSINESS PROFILE:-
1. When you have requirement of construction equipment then how you generally search
for product which will fulfil your requirement?
a) Company websites b) Suggestions from friends & colleagues
c) Print & visual media d) Past experience
2. What you generally look into a product before finalising a deal?
a) Quality b) Features & working
c) Brand image d) Price e) After sales service
3. Please tick the product you have purchased from Escorts in last 5 years?
a) Backhoe loader b) Mobile pick & carry crane
c) Vibratory rollers d) Fork lift trucks e) Others (Please mention)
4. When have you purchased the product of Escorts?
a) 0-1 years b) 2-4 years c) 4-6 years d) 6 or more
5. Are you satisfied with the product?
a) Yes b) No
6. Are you satisfied with after sales service provided?
a) Yes b) No
7. What was the lead time of the problem to get rectified?
a) 1-2 days b) Less than a week c) 15 days d) 1 month

8. If you want some changes in the product then those changes will be in:-
a) Quality b) Usage & Application c) Appearance
d) Other
9. How often a dealer contact you after delivering a product?
a) Once in a week b) Once in 15 days c) Once in a month
d) More than a month
10. Do you think Escorts prices are competitive in market?
a) Yes b) No
11. Please tick marks the products of Escorts which you are not aware off?
a) Backhoe loader (Digmax) b) Hydraulic mobile pick & carry crane
c) Vibratory rollers d) Forklift truck
e) Motor grader f) Wheel loader
g) Slew crane h) Truck mounted crane
i) Tower crane j) Articulated boom crane
12. Do you think Escorts need to increase its promotion tools to create awareness of its
products?
a) Yes b) No
13. Please tick mark which you feel can be an effective media for promotion of Escorts
products:-
a) Printed b) Banners & posters c) Radio
d) Visual e) Sales approach

BIBLOGRAPHY
BOOKS :
1. Principles of Marketing, Philip Kotler
2. Marketing Research, G.C.Berry
3. Marketing Management, Kotler
INTERNET :
1. www.coca-colaindia.com
2. www.google.com
3. www.EECL.com
4. www.yahoo.in
5. www.khoj.com
6. www.wikipedia.com

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