A PROJECT REPORT ON Marketing Strategy adopted by NPEDIA TECHNOLOGY and Market Analysis

Submitted to the

SRM SCHOOL OF MANAGEMENT

In partial fulfillment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINSTRATION

By

Prabal

Goswami

Reg. No. 35080386

Under the guidance of

Ms. M.Vetriselvi

SRM SCHOOL OF MANAGEMENT SRM UNIVERSITY KATTANKULATHUR 603 203 March-April, 2010
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SRM SCHOOL OF MANAGEMENT SRM UNIVERSITY

(Under Section 3 of UGC Act 1956) SRM Nagar, Kattankulathur - 603203, Kanchipuram District, Tamilnadu, India Phone: 044-27452270, 27417777, Fax: 044-27453903 E-mail: hod@mba.srmuniv.ac.in, Website: www.srmuniv.ac.in

CERTIFICATE

This is to certify that this project report titled -Marketing Strategy adopted by NPEDIA TECHNOLOGIES and Market Analysis - is the bonafide work of Mr. -Prabal Goswami, bearing Reg. No: 35080386 who carried out the research under my supervision. Certified further, that to the best of my knowledge the work reported herein does not from part of any other project report or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate

(Ms. M. Vetriselvi) Signature of the supervisor

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(Dr. Jayshree Suresh) Signature of the HOD

ABSTRACT

This project is focused on understanding the marketing strategies adopted by NPEDIA TECHNOLOGIES PVT. LTD. The study was performed within duration of two months by attending the office and market NPEDIA TECHNOLOGY based in Mandaveli, Chennai. The study included conversation and interaction with the customers, companys work force and the competitors on behalf of the company to extract knowledge about the pros and cons in the market. In course of the prescribed duration, it yielded sufficient amount of result for its further development and subsequently the report was submitted to the company as a part of my sincere effort in performing the project, which is a part of my curriculum.

ACKNOWLEDGEMENT

I express my deep gratitude to my project guide Ms. M. Vetriselvi for allowing me to develop this project. It gives me great pleasure to acknowledge my sincere thanks to Dr. Jayshree Suresh (Dean, SRM School of Management) for her valuable advice in the completion of this project. I wish to express my deep sense of gratitude to Mr. V. Vaidyanathan, CEO and Mr. Hari. S.,(Market developer) and Mr. Prabhu ( Software developer), NPEDIA TECHNOLOGY, Chennai, who assigned me this project that helped me a great deal in enhancing my knowledge by virtue of practical application. Their guidance and support carried me all through the preparation of this project. I am thankful to all the customer and well- wishers of NPEDIA TECHNOLOGY, who helped me intellectually in preparation of this project, directly or indirectly. I would like to thank to all the staff of NPEDIA TECHNOLOGY for their continuous support.

-Prabal Goswami

TABLE OF CONTENTS

CHAPTER NO Chapter -1 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 Chapter -2 2.1 2.2 2.3 2.4 Chapter -3 3.1 3.2 3.2.1 3.2.2 3.3 3.4 Chapter -4 4.1 4.2 Findings Suggestion Introduction Industry profile

TOPIC

PAGE NO 9 9 14 18 20 27 27 28 28 28 31 31 31 32 33 35 35 46 46 48 52 54 55 55 57

Company profile Product profile Objective of the study Need of the study Scope of the study Limitations of the study Review of literature Research Methodology Introduction Research design Sampling Statistical tools Data Analysis Data analysis by pictorial charts Data analysis by using Statistical tools Chi-square test ANOVA test SWOT analysis Activity during project

Chapter-5 Annexure

Conclusion

58 59

Questionnaire Bibliography

59 62

List of Tables

Reference No 3.3.1 3.1.2 3.1.3 3.1.4 3.1.5 3.1.6 3.1.7 3.1.8 3.1.9 3.1.10 3.2.1-1 3.2.1-2 3.2.1-3 3.2.2-1 3.2.2-2 3.2.2-3 3.2.2-4 3.2.2-5

Name Source Importance Mode of communication Services Continuity Market share Internet as Marketing mode Competitors Expansion Social network Cross table for Chi-square Frequency table Chi-square table One way ANOVA table Samples for ANNOVA Variance between samples Variance within samples All results of ANNOVA
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Page No 35 36 37 38 40 41 42 43 44 45 46 47 47 48 49 50 51 51

List of Charts

Reference No

Name

Page No

3.1.1 3.1.2 3.1.3 3.1.4 3.1.5 3.1.6 3.1.7 3.1.8 3.1.9 3.1.10

Source Importance Mode of communication Services Continuity Market share Internet as a marketing Mode Competitors Expansion Social Network

35 37 38 39 40 41 42 43 44 45

CHAPTER-1
1.1 INTRODUCTION:
1.1.1 Marketing Strategies:
Marketing strategy is a method of focusing an organization's energies and resources on a course of action which can lead to increased sales and dominance of a targeted market niche. A marketing strategy combines product development, promotion, distribution, pricing, relationship management and other elements; identifies the firm's marketing goals, and explains how they will be achieved, ideally within a stated timeframe. Marketing strategy determines the choice of target market segments, positioning, marketing mix, and allocation of resources. It is most effective when it is an integral component of overall firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arena. Corporate strategies, corporate missions, and corporate goals. As the customer constitutes the source of a company's revenue, marketing strategy is closely linked with sales. A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement. A marketing strategy is an overall marketing plan designed to meet the needs and requirements of customers. The plan should be based on clear objectives. A number of techniques will then be employed to make sure that the marketing plan is effectively delivered. Marketing techniques are the tools used by the marketing department. The marketing department will set out to identify the most appropriate techniques to employ in order to make profits. These marketing techniques include public relations, trade and consumer promotions, point-of-sale materials, editorial, publicity and sales literature. A strategy consists of a well thought out series of tactics to make a marketing plan more effective. Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objective. Plans and objectives are generally tested for measurable results. Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned.

A marketing strategy often integrates an organization's marketing goals, policies, and action sequences (tactics) into a cohesive whole. Similarly, the various strands of the strategy, which might include advertising, channel marketing, internet marketing, promotion and public relations can be orchestrated. Many companies cascade a strategy throughout an organization, by creating strategy tactics that then become strategy goals for the next level or group. Each one group is expected to take that strategy goal and develop a set of tactics to achieve that goal. This is why it is important to make each strategy goal measurable. A marketing strategy can serve as the foundation of a marketing plan. A marketing plan contains a set of specific actions required to successfully implement a marketing strategy.

1.1.2 Types of Marketing Strategies:

Marketing strategies may differ depending on the unique situation of the individual business. However there are a number of ways of categorizing some generic strategies. A brief description of the most common categorizing schemes is presented below: Strategies Based on Market Dominance Porters Generic Strategies Innovation Strategies Growth Strategies Warfare Based Strategies

1.1.3 Strategies Based on Market Dominance:

In this scheme, firms are classified based on their market share or dominance of an industry. Typically there are four types of market dominance strategies:
o o

Leader Challenger
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o o

Follower Nicher

1.1.4 Porters Generic Strategies:

Strategy on the dimensions of strategic scope and strategic strength. Strategic scope refers to the market penetration while strategic strength refers to the firms sustainable competitive advantage. The generic strategy framework (porter 1984) comprises two alternatives each with two alternative scopes. These are Differentiation and low-cost leadership each with a dimension of Focus-broad or narrow.
o o o

Product differentiation (broad) Cost leadership (broad) Market segmentation (narrow)

1.1.5 Innovation Strategies:

This deals with the firm's rate of the new product development and business model innovation. It asks whether the company is on the cutting edge of technology and business innovation. There are three types:
o o o

Pioneers Close followers Late followers

1.1.6 Growth Strategies:

In this scheme we ask the question, How should the firm grow?. There are a number of different ways of answering that question, but the most common gives four answers:
o o o

Horizontal integration Vertical integration Diversification

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Intensification

1.1.7 Warfare Based Strategies:

This scheme draws parallels between marketing strategies and military strategies. There are many types of marketing warfare strategies, but they can be grouped into: o Offensive marketing warfare strategies o Defensive marketing warfare strategies o Flanking marketing warfare strategies o Guerrilla marketing warfare strategies

1.1.8 Manage Change:

Any strategy must adapt. Market success is a moving target affected by:

new competitors new technology loss of key personnel acquisition of funding market contraction government intervention

1.1.9 Adapt To Change:

Use market volatility as an opportunity to:

increase market share increase revenue increase profits 12

1.1.10 Steps for the Strategy:

Structure the planning process, Identify risks, Leverage the strengths, Avoid costly decisions and Detailed analysis report.

1.1.11 Development of Marketing Strategy:

Strategic development is the activity of developing a game plan to succeed in business. Whether the business is large or small, there is a need of a game plan to win in a climate where the odds are constantly changing. Marketing strategy is the planned path to win. Marketing strategy development begins with a thorough evaluation of all the macro forces that impact the business, with conclusions drawn about their impact on the business positively or negatively. The fun of marketing is in determining what you will do because of and in spite of the business situation to meet challenges and capitalize on opportunities. Development of a budget is a key element in a strategic plan. All the wonderful tactics in the world won't help if you can't afford to do them. Each element of the plan should be a line item in the budget and a dollar figure assigned to it. When combined, their total is the cost of the strategic plan. Revisit the budget monthly to reconcile actual against estimates to control expenditures. All promotion planning must stem from and be part of the brands marketing strategy. The marketing strategy (which must be a written, working document) defines the brands long -range marketing objectives, the brand concept and reason for being, and the basic strategy by which it hopes to achieve these objectives throughout the years. It is based upon an intensive, organized study of the consumer, the market, the product and the competition. The marketing strategy also defines in general terms the role of each marketing element (i.e. advertising, promotion, sales effort, etc.) in achieving the brands marketing objectives and provides broad guidelines as to the relative proportion of marketing funds that will be put against each element - particularly the
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relationship of promotion to advertising effect - under defined conditions or during various stages of marketing development. It is the basic long-range planning document for the brand and (while it must be kept up to date) the basic strategy should be changed infrequently. Marketing strategies must be planned and budgeted on an annual basis. They must be part of the brands annual marketing plan.

1.2 INDUSTRY PROFILE:

1.2.1 Software Industry in India:
In the early 90s, Indias software industry has proved to be one of the fastest growing and most dynamic areas of Indias economy, growing to a 5.7 billion dollar cash cow by the end of the decade, heralding the arrival of India as one of the most investment attractive economies emerging in the modern era. This software industry actually makes up a huge part of the countrys Information Technology industry, and with a growing population of young, technology savvy university graduates, India is pushing for greater growth in this area, proof of which is the staggering 500 software companies that are already in up and running in the country. Today, Indias share in global market export has risen from 4.9 percent in 1997 to about 20 percent in 2002-2003. This big leap has put India at the hub of software export, providing these products to nearly 95 countries in the world with a share of 61 % in the U.S. and Canada alone. Most Fortune 500 companies in fact, outsource their software development needs to India, bringing the countrys software industry to a 28.5 billion dollar total by 2005 -2006.The Indian government has also been a big factor in the growth of Indias software industry, passing key legislation that has become the key catalyst for software development in the country. With all these factors pooling together, the future definitely looks bright and promising for Indias strong software development industry.

1.2.2 Origin and growth of Software industry in India:

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Indias software industry is one of the worlds successful information Technology industries. Begun in 1974, it employed 345,000 persons in 2004 and earned revenue of $12.2 billion, equal to 3.3% of global software services spending. The industry was begun by Bombay-based conglomerates which entered the business by supplying global IT firms located overseas with programmers. Their success owed to the innovative exploitation of a new global market opportunity and protection from transnational corporations and startups by policy. A decade later, mainframe-based programming and manufacturer-specific operating systems and languages gave way to workstation-based programming and standard operating systems and high-level languages. These changes modularized the programming function, i.e., programming could henceforth be done independently of the hardware platform and from the other functions of creating software, such as- system design. This, along with policy reforms that reduced costs of imported hardware and software, caused the Indian software industry to shift from supplying programmers to supplying software programs. As work moved to India, infrastructural costs increased as a proportion of total costs. This is the reason why the software industry has to relocate from Bombay to Bangalore. (a) The independent software vendor (ISV) industry was created by IBMs decision in 1969 to unbundle its mainframe operating system, applications software and hardware by creating open standards.

(b) In the 1980s, the PC was invented. The Wintel standard became established by the Mid-1980s, leading to a decline in hardware prices and rising demand for applications. Unlike mainframes, the PC was for retail users, who were reliant on product software. The PC of the 1980s lacked both the programming capacity and performance needed by enterprises. Hence, it had no impact on the custom software business.

(c) The workstation, introduced in the mid-1980s, had the capacity for stand-alone programming for mainframes. The widespread adoption of UNIX and C as the operating system and programming language for all computers, jointly with the workstation (in short, the U-W standard), revolutionized the ISV industry. An ISV could now own a
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workstation made by any manufacturer, yet write programs for a client whose installed hardware might be of a different brand (even a mainframe). In other words, programming became platform independent or modularized1 from the hardware component. In the 1990s, the success of database software packages further simplified the creation of applications software.

(d) In 1909, the Elite Indian Institute of Science had been established in Bangalore. Most of its graduates and research were directed towards the public sector. Some of these, if indirectly, helped Bangalores development in software. The biggest success from IIS was Wipro Technologies, Indias 3rd largest software exporter. It was founded at IIS by a group of engineers working under Ashok Soota, an academic at IIS (Parthasarathy, 2003). (Over time, a key conduit for domain skills came to be largely headquartered in Bangalore, adding to its advantage as a center of learning. These included the pioneers, HP, but also IBM, Accenture, Oracle, GE and Dell.

(e) In the pre-1984 period, a handful of firms competed for thin financial and entrepreneurial resources and had limited access to domain skills. Post-1984,software projects were developed within India. There was considerable experimentation on type of work done and organizational forms and there were many new entrants, leading to a rise in selective capabilities, organizational and functional skills. The location of campuses in Bangalore and proximity to TNCs facilitated learning on how to manage software projects remotely. Several of the conditions for a competitive, innovative industry were, therefore, in place. In the post-1984 period, there was competition for programmer resources and for clients, as seen by the rising number of firms, the rising market share of new firms and overall growth.

1.2.3 Types of Software by uses:1. System-level software: programs that manage the internal operations of the computer, such as operating system software, driver software, virus scan software and utilities.
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Tools software: programs that help applications to work better, such as Applications: programs that deliver solutions to the end-user, such as word processing

database management software. 3

Software and financial accounting software.

1.2.4 Types of Software by customization:Software is either (1) Written for general use and replicated in its original form across many users, or, (2) Written for a specific user.

The former is termed a software product or package. It may be shrink-wrapped and transported physically or over the Internet. The latter is termed custom software. Being made-to-order, custom software is more geographically constrained that products, i.e., proximity to the user is more important. Because of this, software products are more readily exportable than custom software. Domestic entrepreneurship drove the industrys origination, survival and innovation during a time when the state used policy to promote SOEs and to crowd out the private sector. The states policies effectively prevented the private development of software in India. The private sector, in collaboration with TNCs, found an innovative solution that of exporting programmers instead. However, this strategy caused certain weaknesses such as the shortage of domain skills and project management skills to become embedded. The growth of the industry, which happened in the mid-1980s, was preceded by a paradigmatic shift in government policy from hostility to the private sector to support for it; and maturation was also critically enabled by the modularization of the programming function through the establishment of Unix and the workstation in the 1980s. We showed how this led to a focus on custom programming services located in Bangalore. In the process, the industry acquired skills in managing projects remotely. Other weaknesses, particularly the shortage of domain skills and difficulties with coordinating cross-border projects, persisted. While policy reform has put in place several of the conditions for future growth, the shortage of domain skills arising from small domestic markets, limited university research and interactions with the
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commercial sector remains. Some of these skills are being acquired through cross-border interactions and alliances. This, in consequence, means that established domestic firms now compete with TNCs and Startups with overseas links that have superior domain skills. As a result, while the large domestic firms leadership of the software industry is increasingly being shared with TNCs and startups, the acquisition of domain skills is likely to result in benefits for the industry as a whole, implying higher value-addition.

3.2 COMPANY PROFILE:

1.3.1 Genesis:Npedia is a Technology company focusing on providing products, solutions and services in the areas of Search, Data and Knowledge Management. Our products and services are backed with strong technical and domain expertise to provide cost-effective and comprehensive solutions for businesses. The company has been started by Mr. Vijay Vaidyanathan in the year 2007. Their focus is to provide product solutions and services in the areas of unstructured data management. Organizations have diverse sets of data types comprising text and pdf documents, spread sheets, presentations, images, video, and web based content. The products and solutions we develop and provide cater to help organize structure and index such content. They work across domains, and have developed solutions for a wide variety of industries such as Insurance, Education, HealthCare & Life Sciences, Retail and Media Industry domains. They work with Universities, Schools and other Educational Institutions providing e-learning and learning management Solutions, with Hospitals and Research Institutions involved with Bioinformatics, Disease and Drug Management. Our solutions for shopping cart management, trending and data research and gift registries help Retail customers, and with Print, Publishing and cataloging, and Indexing vast amounts of data and images for Media companies.

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They are using the tool to search and organize data and information, making them accessible. They are help combining internal data with external resources to developing solutions ranging from basic search or advance knowledge management systems to complete Web-based management systems. Their offices are located in Chennai, India, and in the Research Triangle Park area, North Carolina, USA. We can also provide Cost Effective Solutions with Offshore Outsourcing coupled with a high quality of service delivery.

1.3.2 Milestones: To acquire global capabilities. To provide world-class services. To maintain the highest standards of professionalism and integrity.

1.3.3 The Growth:Since its incorporation, Npedia went through a good climbing phase to reach at its current status within a very short period of time. They are having a good reputation among all the clients. Company is showing continuous growth from 2007.

1.3.4 The Clients:Npedia have served the needs of some of the most recognized brands, Leading companies and organizations, spanning a wide range of industries. Their Health Care clients are amongst the largest in Asia, and we have serviced retail clients across the world in India, UK, and USA.Their clients areHealth Care: Apollo Hospital, Sankara Netralaya, Vijaya Heart Foundation Banking: HDFC Bank
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Retail: UniverCell, Locomatrix, SareGama, Supreme Media: Shruti Magazine Education: Bamboola Insurance: Cholamandalam

1.4 PRODUCT PROFILE:

1.4.1 Clinic-Sys EMR Solutions for Small Clinics :Our EMR (Electronic Medical Records) product is targeted for Small to Medium Clinics, who practices. Apart from the common features, each specialization would have screens to capture patient details specific to their profession. The product supports multi and has reports and other features, which are simple to use, while offer capabilities. Finger print reader integration is also available.

Product Features

Web Based solution, can be operated with basic computer set up and also made available as an online solution, accessible over the internet.

Administrator mode to manage doctors, data back-up, and password management.

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manage doctors, data back-up, and password management parameters to manage and track patients including details on family history, past

ailments, allergies, etc...

Appointment management system to schedule visits for patients with reminders.

Patient diagnosis includes over 20 general parameters, notes, drugs prescribed, lab reports requested with abilities to input values by date, and 25 specific parameters based on medical domain such as Dental or General Physicians.

Ability to view previous patient visit details, search, edit and print reports. Multi-user system, patient records can be managed by both doctor and secretary/assistants. Doctor can add fees & charges per visit optionally.

Data Trending reports on demographics, profiles, dialectology, prescribed drugs, clinical parameters, and billing reports.

Search feature to locate patient records instantly, capabilities to print specific reports and/or other patient details.

Image uploading facility to attach X-ray, ECG or other images per patient visit. Doctor Voice notes upload MP3/audio recordings for every visit. Provide Quick prescriptions without registration, and issue medical certificates. Upload Doctors digital signature, gets printed while printing prescriptions, certificates.

Dental version support graphical views of primary/permanent teeth, standard diagnosis, treatment and investigations for every tooth.

Predefined 700+ medicine drop drop-down lists with ability to add favorite drugs.

Benefits

Ease of use, web based system, can be accessed from anywhere.

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Electronic patient management, retrieve over 50 parameters, attach scanned images. Patient Appointment scheduling, with daily and weekly schedules and reminders. Provide electronic prescriptions and medical certificates, with digital signatures. Developed on latest technology base, no additional software licence costs. Data back-up facilities

Technology

Web Based application, works on Apache/PHP/MYSQL technologies Can be installed in the clinic or online and accessed via a dialup/broadband connection.

Works on MS Windows XP/Vista or Linux systems Hardware - 1.6GHZ or higher CPU, 40 GB HDD, 1 GB RAM or higher, optional scanner/printer.

Integration with Finger Print readers for patient verification and registrations.

Support

Free Warranty and support 90 days 1 day product training and user manual included. Product updates available online Database back up options inbuilt.

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1.4.2 Printed Media Management:-Solutions for the Media domain include

creating vertical search systems for online editions of news papers, magazines, and archives, and create custom tools to manage online content. Some of the solutions are

Create Search system across E-Books and digital media catalogues (audio books) from media which may no longer be in print production.

Custom search engines of online news papers and creation of reports to manage online content.

Data visualizing and mapping of content based on themes, categories. Images and Video Search Management.

1.4.3 Sponsor Links And Key Word Management:Our Search solutions can be customized to retrieve specific links, ads, images or content when searching for special words. Our ContXr product support enhanced XML mappings to help users define and manage words and inventory based on requirements.

1.4.4 Digital Media Management :Today's Digital Media comprises of several different types of formats including Audio formats such as MP3, AAC, M4A, WMV, to images such as JPG, GIF, BMP, and Video formats such as MPG, M4V, H264 etc ..... For the music and recording industry, we offer unique solutions,

Create and organize digital archives of music or video

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Cataloging of digital music tracks based on Genre, artist, albums etc Keyword search and retrieval of music, images or video recordings for digital downloads, based on several attributes

PRODUCT SOLUTIONS INCLUDE:

Automation of Audio/Video Encoding for conversion from different formats Payment Gateway integration for Purchase, Download and management of Digital Assets

CMS & Collaborative solutions for Media

1.4.5 Content &Collaborative Management Solutions:We have provided custom solutions to several customers in developing social networking sites or advanced portals using Industry standard Open Source CMS packages such as Drupal, TikiWiki, and PHPCollab.

Legal:

Npedias solutions for the Legal Industry domain comprises of data and document management solutions, design and develop work flow & project approval systems, enable full keyword search facilities across documents or image repositories, create synonym base of legal terms and enable discovery services using taxonomy principles. Using Npedias products, lawyers or other staff can create custom themes, categories, attributes and synonyms, which could be used to do discovery across case summaries, litigations, motions, depositions, or other instructions. The work flow products would enable clients to login to the
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legal firms portal to upload or download documents, track work orders, allow attorneys working across different offices or time-zones to assign projects and rules, modify and approve final deliverables. Legal firms would also be able to time track hours spent by each person, raise invoices to customers and do basic time management of staff. Customers can log in to certain sections of the portal to view documents and track status of projects. Cument Management Our Document Management product is a 100% web-enabled application, which allows, uploads, downloads copy, move, delete, advanced search and manage user rights and permissions in a secure environment. Enterprises can deploy the application internally to exchange documents and other file types across several users, perform advanced keyword and Boolean search capabilities and view reports.

1.4.6 Learning Management Systems (LMS):

Npedia has developed a Web-based LMS product using the core JAVA technologies, and is

designed to work on both Microsoft Linux windows and

operating

systems

supporting a wide set of features and capabilities. Organizations can use this system to teach, train or re-train internal staff, enable external users to use a pay-for-use training programs, and provides exhaustive reports at both trainer and trainee levels. Integration has also
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been done with popular open source packages such as the Jabber Protocol, which allows the users to do real time chat, white-boards to draw and explain in real-time. The product is compatible with industry standard file types for upload reading and learning content such as Adobe FLASH, HTMLs, PDFs, audio and video formats such as mp3, avi, and linking external video gallery such as YouTube. Overview of current product features

Capabilities to allow grading and publishing of new training programs with assignments and quizzes and upload latest updates for information to users on the dashboard.

Publish new quiz questions, upload new assignments, and manage grades and users. Users can take quiz questions in multiple choice formats. Reading assignments can web, documents, audio or video links.

Tracking system to enable users to know where exactly they are in the training schedule, upload completed assignments, and send feedback to trainers. Administrators can download and correct assignments (outside the system), grade and upload corrected content for users to view.

Admin users can publish static

content such as FAQ, practices, employee handbook, and add dynamic content best

such as training materials and video content. Customizable User Interface, logos and images.

Subjects, levels and mapping questions. Migrations of trainees across trainers. Trainers can view trainee list with upcoming events and calendar.

Search features, email for notifications when completed assignments are uploaded.
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Create and manage multiple training schedules, map users, with calendar functions to track up-coming programs with notifications.

Grading system and report management. Reports for trainers and trainees. Copy and share training modules, quizzes or assignments across trainers.

Dual mode - trainer and trainee for a single user. Alerts and notifications. Email support with external domains. Tracking Trainee Fee details and requirements.

1.5 OBJECTIVES OF THE STUDY: Primary Objective:

To study the marketing strategy adopted by Npedia Technology.

Secondary Objectives:
Target new customers as well as existing customer. To make the products of the Npedia Technologies to reach all the clients. To provide product information, stimulate demand, increasing store traffic, differentiating products, building a brand images etc.

1.6 NEED OF THE STUDY:

Need of the study is to understand the marketing strategies of the Npedia Technology and how customers are willing to buy the product.

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1.7 SCOPE OF THE STUDY:

I have focused my study on Npedia Technology and based on my study primarily on the marketing strategy adopted by the company. I interviewed the customers and got the questionnaire filled. Even though I met more than 100 customers, I was not able to get the required information from all of them as many of them refused to provide me with any information giving no reason at all.

1.8 LIMITATIONS OF THE STUDY:

The study was completed within a period of two months. I was involved in the study with my full commitment level and in my best possible manner. I did lots of activities during this process of my research study. No statistical tool has been used due to lack of time. Still there were certain limitations of the study likeNumber of Respondent: - My survey was limited with 100 respondents. Time of Study: - There was time constraint as we have to complete our study within a period of two months.

1.9 REVIEW OF LITERATURE:

The purpose of creating a Literature Review concerning the topic Of Marketing Strategy Adopted by Npedia is to know the marketing strategy of the company and its awareness among its existing as well as new customers. The objective of this literature review is to cover and collect all the resources regarding the topic, which will be used consequently as fundamentals for conducting primary research and specific findings useful not only for academic purposes but also for the practical knowledge in the field of marketing. Marketing strategy is a method of focusing an organization's energies and resources on a course of action which can lead to increased sales and dominance of a targeted market niche. A
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marketing strategy combines product development, promotion, distribution, pricing, relationship management and other elements; identifies the firm's marketing goals, and explains how they will be achieved, ideally within a stated timeframe. Marketing strategy determines the choice of target market segments, positioning, marketing mix, and allocation of resources. It is most effective when it is an integral component of overall firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arena. Corporate strategies, corporate missions, and corporate goals. As the customer constitutes the source of a company's revenue, marketing strategy is closely linked with sales. A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement. A marketing strategy is an overall marketing plan designed to meet the needs and requirements of customers. The plan should be based on clear objectives. A number of techniques will then be employed to make sure that the marketing plan is effectively delivered. Marketing techniques are the tools used by the marketing department. The marketing department will set out to identify the most appropriate techniques to employ in order to make profits. These marketing techniques include public relations, trade and consumer promotions, point-of-sale materials, editorial, publicity and sales literature. fromMarketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centered around the key concept that customer satisfaction is the main goal.

Articles:

JENNIFER BIRCHALL, ON NOV. 2, 2009 has written an article about strategy need to be

planned effectively to be worthwhile. In her article, she focused that it is very much important for all the companies those are going for any strategies. She also discussed about the goal of marketing strategy is to make excellent strategy for the new product and the gauge of success is an increase in inquiries online and in store about the new product. The gauge of success is not increased sales as that is not the goal of the strategy. Its important to be clear on goals and the gauge of success.
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Promotions are part of most small businesses. They range from % off costs to offering a prize to customers and everything in between. Small businesses have specific challenges and their need to be approached differently than those of larger organizations. One of the biggest challenges in small business strategy is working with small budgets. Kocherp, on JAN. 2005, has written an article Without a marketing plan, your business is going nowhere fast. In this article, author is discussing about the strategies of small industries, as their purpose is to target a specific market. Small industries, even though are more generic in nature. John A. Saunders, Nigel F and Graham J. Hooley has written a book named Marketing Strategy and Competitive Positioning. In this book, author has discussed about the market competition and strategy that can be used for this. Philip Kotler in his book Marketing Myopia discussed about how to c reate, win and dominate markets?

Isobel Doole and Robin Lowe in their book International Marketing Strategy discussed about building on a four-part framework of market analysis, strategy development, implementation issues and international marketing management.

Peter Doyle and Philip Stern. in their book Marketing Management and Strategy discussed that it is important to survive in the market if and if the company is watching the strategy of their competitors.

Steven P. Schnaars in his book Marketing Strategy: Customer and Competition discussed about the nature of customer and because of this how to make strategy.

The article Marketing Strategy: Key To Find Success by Paula Jones.

In this article, author discussed that these days, maintaining business standard is really tough. The competition level is so high that as a business person one need to find out unique ways for the strategy. In this regard, marketing strategies are doing good business to assist business persons in finding out good ways to promote.

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CHAPTER-2
RESEARCH METHODOLOGY:
2.1 INTRODUCTION:
The methodology identifies the intended research approach, research design and outlines the research strategy taken. The research is conducted respecting confidentiality of all collected primary data and strict ethical rules were applied for the entire time of research and analysis.

2.2 RESEARCH DESIGN:

NON-PROBABILITY EXPLORATORY & DISCRIPTIVE EXPERIMENTAL RESEARCH

The research is primarily both exploratory as well as descriptive in nature. The sources of information are both primary & secondary. A well-structured questionnaire was prepared and personal interviews were conducted to collect the customers perception and buying behavior, through this questionnaire. A research design is used to structure the research, to show how all of the major parts of the research project - the samples or groups, measures, treatments or programs, and methods of assignment - work together to try to address research questions, that I am presenting in the Research questions section. The research is divided into two main parts Primary Research 1. Questionnaire 2. Meeting with existing and new customers 3. Survey Secondary Research

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The secondary data has been collected from various books, magazines, journals, information brochures and internet web sites.

QUANTITATIVE ANALYSIS:
Quantitative research is an empirical research in which the researcher explores relationships using numeric data. Survey is generally considered a form of quantitative research. This study is to analyze data given from the questionnaires quantitatively. This technique is assumed to be the most appropriate as using a statistical data package, can reveal key relationships between the answers of the target audience. Moreover, the quantitative analysis enables the researcher to compare the primary research findings with the secondary findings most and therefore link theoretical data with praxis provided in the form of questionnaire results. The quantitative analysis will include using diagrams such as tables and appropriate types of charts; such as-pie chart to best represent the findings.

QUALITATIVE ANALYSIS:
Qualitative research is a method of research that emphasizes the quality of meaning in consumer perceptions and attitudes. A qualitative method of analysis is incorporated for the findings of the questionnaire. The exploratory nature of the study therefore means that the analysis will be included in the Findings section and consequently discussed based on secondary research results. The answers of the questionnaire are analyzed by using commonly used software of Microsoft Excel. Each of the answers analyzed qualitatively is discussed within the separate section of Questionnaire analysis and its results are incorporated in the Findings section as well as final conclusions of the study.

2.3 SAMPLING
Sampling Technique: Initially, a rough draft was prepared keeping in mind the objective of the research. A pilot study was done in order to know the accuracy of the Questionnaire. The final Questionnaire was

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arrived only after certain important changes were done. Thus my sampling came out to be judgmental and convenient Sampling Unit: The respondents who were asked to fill out questionnaires are the sampling units. These comprise the customers who already used the product or services of the company Sample size: The sample size was restricted to only 100, I took a sample size of 100 out of which 50 was an existing customer of Npedia Technology and other 50 were the new prospective customers of Npedia Technology.

Sampling Area: The area of the research was CHENNAI, TAMILNADU, INDIA.

2.4 TOOLS AND TECHNIQUES USED FOR ANALYSIS:

The statistical tools used for the study are as follows, Chi-Square One way ANOVA

CHI - SQUARE TEST: The chi - square test is an important test amongst the several test of significance developed by statisticians. Chi - square (Pronounced as chi-square), is a statistical measure used in the context of sampling analysis for comparing a variance to a theoretical variance. As a nonparametric test, it can be used to determine if categorical data shows dependency or the two classifications are independent. Thus, the chi - square test is applicable in large number of problems.
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The formula used for chi - square is,

= (O - E) 2/ E

Where, O - Observed frequency, E - Expected frequency,

ANALYSIS OF VARIANCE (ANOVA):

Analysis of variance (abbreviated as ANOVA) is an extremely useful when multiple sample cases are involved. Using this technique, one can draw inferences about whether the samples have been drawn from populations having the same mean. Variance is an important statistical measure and is described as the mean of the squares of deviations taken from the mean of the given series of data. It is frequently used measure of variation.

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CHAPTER-3
3.1 DATA ANALYSIS AND INTERPRETATION:
1) How do you come to know about Npedia technology? Table: 3.1.1 Source Internet Ads in news papers Reference Self search Total No of respondent 54 0 6 40 100 Percentage of respondent 54% 0% 6% 40% 100%

Chart: 3.1.1

40% Internet 54% Ads in Newspaper Reference 6% Self search

0%

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Interpretation :
Most of the respondent said that they came to know about Npedia technology by internet. Apart from that around 40% respondent admitted that they came to know about Npedia

Technology by self search.

2) How important are marketing and promotional strategies for Npedia Technology? Table: 3.1.2 Importance Crucial Important Average Not much importance Not important at all Total No of respondent 37 23 32 8 10 100 Percentage of respondent 37% 23% 32% 8% 10% 100%

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Chart: 3.1.2

Interpretation :
Among the respondent who feel that marketing is crucial and average for NpediaTechnology are 37% and 32% respectively. The percentage of respondent who feel that marketing is important is 23%. According to these respondent marketing is one of the necessary steps for companys growth. 3) What communication channel does Npedia should use? Table:3.1.3 Mode of communication Public relation Sales Promotion Direct mail Internet Total No of respondent 15 40 12 33 100 Percentage of respondent 15% 40% 12% 33% 100%

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Chart:3.1.3

Interpretation: Communication is one of the important activities which an organization

should act efficiently. Most of the respondent replied that sales promotion is an important way of communicating. Around 40% respondent comes under this category. Another 33% respondent said that internet is another way of communication. 4) Are you happy with the services provided by Npedia Technology? Table:3.1.4 Services Excellent Good Average Poor Total No of respondent 45 47 8 0 100 Percentage of respondent 45% 47% 8% 0% 100%

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Chart :3.1.4

Interpretation :
Service is most important for a company to sustain in the competitive market. It also helps the company to growth and expansion. Around 47% respondent replied that service provided by Npedia is excellent. Around 47% respondent said that Service provided by Npedia is good. Not a single respondent said that Npedias service is poor. So we can say that Npedia Technology is providing a very competitive service.

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5) Do you want to continue with Npedia Technology further? Table:3.1.5 Continue Yes No Dont know Total No of respondent 67 8 25 100 Percentage of respondent 67% 8% 25% 100%

Chart:3.1.5

Interpretation :
Out of 100 respondent 67 respondents replied that they want to continue with Npedia Technology. 25 respondents replied that cannot say anything about continuity with Npedia Technology.

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6) Npedia Technology is able to capture the market. Rate it according to the below given range. Table:3.1.6 Market share >90% 60%-89% 30%-59% <30% Total No of respondent 0 36 41 23 100 Percentage of respondent 0% 36% 41% 23% 100%

Chart:3.1.6

Interpretation :
This question is all about to know the customer view regarding the market capture by Npedia Technology. Around 40% customer replied that company is having market share in the range of 30%-59%. And 36% customer replied in the range of 60%-89%.
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7) Do you think that internet has played a major role for Npedia in marketing? Table:3.1.7 Internet for marketing Yes No Total No of respondent 70 30 100 Percentage of respondent 70% 30% 100%

Chart:3.1.7

Interpretation :
Now a days internet is one of the main medium for success of any kind of business. Internet helps every organization to run their business systematically. When we talk about marketing, it is useful for every organization. Internet marketing is one of the very advanced methods. Here around 88% respondent feels that internet has played a very major role Npedia Technology in marketings
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8) According to you who are the competitors for Npedia Technology? Table:3.1.8 Competitors Small firms Medium firms Big firms Total No of respondent 50 30 20 100 Percentage of respondent 50% 30% 20% 100%

Chart:3.1.8

0 20% 50% Small Firms Medium Firms 30% Big Firms

Interpretation :
This question is to know about the competitors of Npedia technology according to customers point of view. From above it is come to know that small firms are the main competitors for Npedia Technology. Around 50% respondents feel that small firms are main competitors for Npedia Technology.
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9) Do you think Npedia technology should expand its branch outside Chennai also? Table:3.1.9 Expansion Yes Medium firms Total No of respondent 77 23 100 Percentage of respondent 77% 23% 100%

Chart:3.1.9

0 23%

Yes No 77%

Interpretation :
This question is regarding the expansion of Npedia technology according to customers view and most of the customer replied that Npedia Technology should expand its branch outside the Tamil Nadu state also. Around 77% customers replied that company should expand branch outside the state also because of better growth.
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10) Do you have an account on following Social Networks? Table:3.1.10 Social Network Face book Linked Twitter YouTube Total Chart:3.1.10 No of respondent 28 35 19 18 100 Percentage of respondent 28% 35% 19% 18% 100%

18%

28% Face book Linked-in Twitter 35% Youtube

19%

Interpretation :
The last question was designed in order to find out how the respondents are active in communication via Internet by using modern communication channels for social networking and peer-to-peer communication. Approximately 35% respondents were Linked-in users. 28% were face-book users. 19% and18% respondents were twitter and YouTube users respectively.

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3.2 DATA ANALYSIS BY USING STATISTICAL TOOLS:

3.2.1 Chi-square ( 2):
The formula used for chi - square is,
2

= (O - E) 2/ E

Where, O - Observed frequency, E - Expected frequency, From the survey report of sample size 100 persons we come to know about the people who think that internet has played a major or not for marketing at Npedia Technology. Here also we come to know about the major competitor viz. small firms, medium firms and big firms. Table: 3.2.1-1
Small firms Internet Medium firms. Big firms

30 20 50

25 5 30

15 5 20

70 30 100

No internet Total

On the basis of the data in the table it can be concluded that there is significant difference in among the customer that internet has played a major role or not for marketing at Npedia Technology.

DATA ANALYSIS:
Null Hypothesis ( H0 ): There is no significant difference among the customer that internet has played a major role or not for marketing at Npedia Technology.
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Alternative Hypothesis (H1): There is significant difference among the customer that internet has played a major role or not for marketing at Npedia Technology.

Applying chi square ( 11 = 12=

) test and finding out expected frequencies:

The table of expected frequencies shall be as follows: Table: 3.2.1-2 35 15 50 21 9 30 19 1 20 70 30 100

Table: 3.2.1-3 Applying

test:

O
30 10 25 5 15 5

E
35 15 21 9 19 1

(O-E)2
25 25 16 16 16 16 .714 1.66 .762 1.778 .842 16 21.756
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We know that
2

= 21.756
And Degree of freedom (v) = (r - 1) (c - 1) = (2-1) (3-1 =2
2

For V=2,

0.05 =5.99

Interpretation:
The calculated value of
2

is greater than the table value. Hence the Null Hypothesis is not

accepted. We accept the Alternative Hypothesis. Therefore there is significant difference among the customer that internet has played a major role or not for marketing at Npedia Technology.

3.2.2 ANOVA Test:

The analysis of variance is known as ANOVA. The specimen of ANOVA table is given below: ANOVA TABLE: 3.2.2-1 One- way Classification Model Source variation Between samples Within samples of SS (Sum Squares) SSC of Degrees of freedom n1=c-1 MS ( square) MSC = SSC/c-1 SSE n2=n-c MSE = SSE/n-c TOTAL SST n-1
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mean Variance ratio of F

MSC/MSE

Where SST= Total sum of squares of variations SSC= Sum of squares between samples (columns). SSE= Sum of squares within samples (rows). MSC= Mean sum of squares between samples. MSE= Mean sum of squares within samples. Now let us take 4 samples from the data collected against the questionnaire. Sample1 (X1): Importance of Marketing and Promotional activity Sample 2 (X2): Communication channel should use by the company. Sample3 (X3): Market share captured by the company. Sample4 (X4): Customers having social network.

And let the hypotheses be, Ho: there is no significant difference between the mean values of the samples, i.e. the samples could have come from the same population or universe. H1: there is significant difference between the mean values of the samples, i.e. the sample could have come from different populations or universes.

Table: 3.2.2-2 Sample 1 (X1) 37 23 32 8 10 X1= 100 X1m = 20 Sample 2 (X2) 15 40 12 33 X2= 100 X2m = 25 Sample 3 (X3) 0 36 41 23 X3= 100 X3m = 25 Sample 4(X4) 50 30 20

X4= 100 X4m = 33.33

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Now grand mean ,Xmm = (20+25+25+33.33)/4 = 25.83 Variance between samples: In order to calculate the variance between samples we construct the following table. Table: 3.2.2-3 Sample 1 (X1m-Xmm) 33.64 33.64 33.64 33.64 33.64 Sample 2 (X2m-Xmm) .64 .64 .64 .64 Sample 3 (X3m-Xmm) .64 .64 .64 .64 Sample 4 (X4m-Xmm) 56.7 56.7 56.7

=168.2

=2.56

=2.56

=170.1

Sum of squares between the samples = 168.2+2.56+2.56+170.1 = 343.42

Mean sum of squares between the samples is= 343.3/(4-1) =114.47

Variance within the samples: In order to find out variance within the samples we construct the following table below.
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Table: 3.2.2-4

Sample 1

Sample 2

Sample 3

Sample 4

X1 37 23 32 8 10

(X1X1m) 289 9 144 144 100 = 686

X2 15 40 12 33

(X2X2m) 100 225 169 64

X3 0 36 41 23

(X3X3m) 625 121 256 4

X4 50 30 20

(X4X4m) 277.55 11.09 177.69

= 558

= 1006

= 466.33

Total sum of squares within the samples= 686+558+1006+466.33 = 2716.33

Mean sum of squares within the samples= 2716.33/(16-4) = 226.36 All the above results can be tabulated as follows: Table: 3.2.2-5 Source of variation Between samples Within samples TOTAL Sum of squares 343.42 2716.33 3059.75
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Degrees of freedom 3 12 15

Mean Square 114.47 226.36

Now, F= variance between samples/ variance within samples = 114.47/226.36 = 0.5057 = 0.51 The table value of F for n1=3 and n2= 12 at 5% level of significance =8.7446

Interpretation: Since the calculated value of F is less than the table value and hence the
difference in the mean values of the sample is not significant, i.e. the samples could have come from the same area or universe.

3.3 SWOT ANALYSIS:

The SWOT Analysis for Npedia Technology is as follows:
STRENGTHS: Right strategy for the right product. Superior customer service vs. competitors. Great Brand Image Products have required accreditations. High degree of customer satisfaction. Good place to work Lower response time with efficient and effective service. Dedicated workforce aiming at making a long-term career in the field.

WEAKNESSES:

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Customer service staff needs training. Processes and systems, etc Management cover insufficient. Sectoral growth is constrained by low unemployment levels and competition for staff.

OPPORTUNITIES: Profit margins will be good. Could extend to overseas broadly. New specialist applications. Could seek better customer deals. Fast-track career development opportunities on an industry-wide basis. An applied research centre to create opportunities for developing techniques to provide added- value services. THREATS: Legislation could impact. Great risk involved Very high competition prevailing in the industry. Vulnerable to reactive attack by major competitors. Lack of infrastructure could constrain investment. High volume/low cost market is intensely competitive.

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3.4 ACTIVITY:
During this project, the basic job of mine was to know about all the past marketing strategy as well a new marketing strategy of the Npedia Technology, which is one of the reputed software firms. During my project I learnt how all the strategies are happening and what all are the steps are being used. Also I have learnt there how to convince the customer for the particular product. I have to create database there, by approaching the customers and with the help of internet also. Regarding my work, I followed the following steps to convince the customers: Step1: Setting goals with the customer: This step is meant to identify the actual need of the customer, about the product and services. Step2: Gathering relevant information on the customer: This would include the qualitative and quantitative aspects of the customers financial and non-financial situation. Step3: Analyzing the information: The information gathered is analyzed so that the customers situation is properly understood. This includes determining whether there are sufficient resources to reach the customers goals and what those resources are. Step4: Constructing a financial plan: Based on the understanding of what the customer wants in the future and his current financial status, a roadmap to the customers goals is drawn to facilitate the achievements of those goals. Step5: Implementing the strategies in the plan: Guided by the plan, the strategies outlined in the plan are implemented using the resources allocated for the purpose. Step6: Monitoring implementation and reviewing the plan: The implementation process is closely monitored to ensure it stays in alignment to the customers goals.

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CHAPTER-4
4.1 FINDINGS: KINDS OF MARKETING STRATEGIES
The Various Marketing Strategies taken by Npedia Technology is as follows:o Customer Database and Database Marketing o Direct Marketing o Direct Mail o Target Market and Prospects o Catalogue Marketing o Telemarketing o Interactive Marketing o Data warehousing and Data mining

4.1.1 Customer Database and Database Marketing Customer Database:At Npedia Technology, customer database contains much more information accumulated through customer transactions, registration information, telephone queries and every customer contact. Database also contains business customers past purchase, past volumes, prices, status of current contracts, competitive suppliers, assessment of competitive strengths and weaknesses in selling and servicing the account and relevant buying practices, patterns and policies.

Database Marketing:At Npedia Technology, database marketing is to know the customer; the information is collected and stored in a database from which to conduct database marketing, because a
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customer database is an organized collection of comprehensive information about individual customer.

4.1.2 Direct Marketing

At Npedia Technology, company uses a number of channels to reach individual prospects and customers: direct mail, catalog marketing, telemarketing, and website. They often seek a measurable response, typically a customer order, through direct-order-marketing.

4.1.3 Direct Mail

At Npedia Technology, company sending an offer announcement, reminder or other item to an individual consumer. Using highly selective mailing list, direct marketers send out millions of mail. Some direct direct marketers mail, CDs, DVDs, and computer disc to prospects and customers.

4.1.4 Target Market and Market Prospects

At Npedia Technology, company is applying the R-F-M formula (regency, frequency, monetary amount) to select customers according to how much they are capable to purchase the product.

4.1.5 Catalogue Marketing

At Npedia Technology, company is sending full line merchandise catalog, specialty consumer catalog, and business catalog usually in print form but also sometimes as CDs, videos or online. Many direct marketers find combining catalogs and web sites an effective way to sell.

4.1.6 Telemarketing
At Npedia Technology, company is using the telephone to attract prospects, sell to existing customers and provide service by taking orders and answering question. Telemarketing helps companies to increase revenue, reduce selling cost and improve customer satisfaction.
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4.1.7 Interactive Marketing

At Npedia Technology, company is using the internet which provides marketers and customer an opportunity for much greater interaction and individualization.

4.1.8 Data warehousing and Data mining

At Npedia Technology, company is using data warehousing and data mining by using mathematical and statistical tools.

4.2 SUGGESTIONS:
While doing this project, I faced few problems. I faced stiff competition from other software firms. Company is great, but still it needs changes because there is a stiff competition in the market. So, I want to suggest Extra Manpower, More Promotional Activities, Extension of Branch etc

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CHAPTER-5
CONCLUSION:
It has been a privilege to do my project in Npedia Technology, which has unflinching commitment values- Integrity, Customer Satisfaction, Ownership and passion. Each of the values describes what does company stand for, the qualities of people and the way they work. During the span of the final project in Npedia Technology, I found the above stated result which I have shown by the charts for my project by the various techniques like survey and personal observations. My project reflects the various marketing strategies adopted by Npedia Technology. It was found through research that customers aware of the advantages which a product of the company offers like ClinicSys, LMS etc. But the same time, I also found out that lots of people dont know about the different product and services that are offered in the market. It requires a great deal to create the awareness among people about the different products offered by Npedia Technology. People who are really willing to buy the product, sometime do not take it because the lack of good promotions.

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QUESTIONNAIRE
Name: Age: Profession: Organizations name:

1) How do you come to know about Npedia technology? a) Internet [ ] b) Ads in newspaper/magazine [ ] c) Reference [ ] d) Self search [ ]

2) How important are marketing and promotional strategies for Npedia Technology? a) Crucial [ ] b) Important [ ] c) Average [ ] d) Not much important [ ] e) Not important at all [ ] 3) What communication channel does Npedia should use? a) Public relation [ ] b) Sales promotion [ ] c) Direct mail [ ] d) Internet [ ]
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4) Are you happy with the services provided by Npedia Technology? a) Excellent [ ] b) Good [ ] c) Average [ ] d) Poor [ ]

5) Do you want to continue with Npedia Technology further? a) Yes [ ] b) No [ ] c) Dont know

6) Npedia Technology is able to capture the market. Rate it according to the below given range. a) >90% [ ] b) 60%-89% [ ] c) 30%-59% [ ] d) <30% [ ]

7) Do you think that internet has played a major role for Npedia in marketing? a) Yes [ ] b) No [ ]
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8) According to you who are the competitors for Npedia Technology? a) Small firms [ ] b) Medium firms [ ] c) Big firms [ ]

9) Do you think Npedia technology should expand its branch outside chennai also? a) Yes [ ] b) No [ ]

10) Do you have an account on following Social Networks? a) Face book [ ] b) Linked-in [ ] c) Twitter [ ] d) You tube [ ]

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BIBLIOGRAPHY Books:
Marketing Management by Philip Kotler, Kevin Lane Keller, Abraham Koshy and Mithileshwar Jha. 13th Edition published by PEARSON Education. Page no: 137- Customer Data Base and Data Base Marketing, Page no: 519-Direct Marketing, page no:524-Telemarketing. Statistical Methods by S.P.Gupta. It is the Thirty-seventh Revised Edition,2008, Published by Sultan Chand & Sons. From page no:954 concept of Chi-square (x2) has been taken and From page no:1006 concept of Analysis of variance has been taken. Business Research Methods 7e by William G. Zikmund, Printed by India binding house. Page no:174-190:-Research Methodology. Page no:360-385:-Sampling.

Websites:
www.google.com www.npediatech.com

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