A

SUMMER TRAINING PROJECT REPORT

ON
PROMOTIONAL STRATEGIES FOR INDUSTRIAL EQUIPMENTS
AT SIPCON INSTRUMENTS INDUSTRIES

SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE REQUIRMENT

OF THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

PAPER CODE-CP 303

PROJECT SUPERVISOR: SUBMITTED BY:

MRS. MEENU VERMA ROHIT KUMAR
(ASSISTANT PROF.) MBA (Marketing)
AIMT, AMBALA CITY CLASS ROLL NO. 2125

SESSION 2017-2018
DEPARTMENT OF MANAGEMENT

SHRI ATMANAND JAIN

INSTITUTE OF MANAGEMENT &TECHNOLOGY
AMBALA CITY
 PREFACE

Promotional strategies intend to satisfy and delight the customer. The activities of Promotion
Strategies must be directed and focused at the customer. The goal of promotion is to create
customer and create customer satisfaction proficiency by building value-laden relationship with
important customers.
The conceptual knowledge acquired by management students is best manifested in the projects
and training they undergo. As a part of MBA curriculum it is almost essential to make a project
on one of the topic of market study for this purpose we have done survey for Promotional
strategies of SIPCON INSTRUMENTS INDUSTRIES.
The project report entitled Promotional strategies for industrial equipments is based on
Promotional Strategies of Sipcon instruments Industries.
The report will provide all the information regarding the Promotional strategies for industrial
equipments.
 Acknowledgement

The present project report is an amalgamated of our various thoughts and experiences. The
successful competition of this project would not have been passion without the help and
guidance of a number of people. I avail this opportunity to convey my sincere gratitude to these
persons.

First of all I am really thankful to MR. PAWAN WADHAWAN (Manager of Sipcon Instruments
Industries) for their whole support to me, which helped me to accomplish my training
successfully.

I am also thankful to DR. P.K.MEHTA, Director of AIMT, Ambala city for providing me an
opportunity to prepare a study and encouragement in conducting this study work.
I am grateful to MRS. MEENU VERMA (Assistant Professor, AIMT, Ambala city) for his guidance
suggestion and keep interest in my project work.
I am also thankful to the all supporting persons who give me support direct and indirect way.

I would like to express my deepest sense of regard to my friends, parents without whose
blessings and valuable advice and helped me to at each step.

Rohit kumar
 DECLARATION BY THE STUDENT

I, Rohit Kumar, herby declare that I have worked on the entitled Promotional strategies
for industrial equipments at SIPCON INSTRUMENTS INDUSTRIES assigned to me by the
company, during training for the partial fulfillment of MBA degree from AIMT, Ambala city
Affiliated to Kurukshetra University. It is the original work done by me and information
provided in the study is authentic to the best of my knowledge.

The study has not been submitted to any other institution or university for the award of
any other degree.

Rohit kumar
 CERTIFICATE OF PROJECT SUPERVISOR

This is to certify that the project titled Promotional strategies for industrial equipments at
Sipcon Instruments Industries is an original work of the student and is being submitted in
partial fulfillment for the award of the Masters Degree in Business Administration of
Kurukshetra University. This report has not been submitted earlier to this University or any
other University/Institution for the fulfillment of the requirement of a course of study.

PROJECT SUPERVISOR
MRS. MEENU VERMA
(Assistant Prof., AIMT)
 INDEX

Sr. No. Table of Contents Page

No.
1. Introduction of Industry
Introduction of company
2. Introduction of Topic

3. Research Methodology
Research Objectives
Purpose and scope of study
Research design
Data collection
Sampling Method
Sample universe
Limitations of the study

4. Analysis and Interpretation of Data

5. Findings, Suggestions and Conclusion

Appendix
Questionnaire
 1

Introduction
Of
Industry
 Machine industry
The machine industry or machinery industry or equipments industries is a subsector of
the industry, that produces and maintains machines for consumers, the industry, and most
other companies in the economy.

This machine industry traditionally belongs to the heavy industry. Nowadays, many smaller
companies in this branch are considered part of the light industry. Most manufacturers in the
machinery industry are called machine factories.

Overview
The machine industry is a subsector of the industry that produces a range of products
from power tools, different types of machines, and domestic technology to factory equipment
etc. On the one hand the machine industry provides:

The means of production for businesses in the agriculture, mining, industry and
construction.
The means of production for public utility, such as equipment for the production and
distribution of gas, electricity and water.
A range of supporting equipment for all sectors of the economy, such as equipment
for heating, ventilation, and air conditioning of buildings.

These means of production are called capital goods, because a certain amount
of capital is invested. Much of those production machines require regular maintenance, which
becomes supplied specialized companies in the machine industry.

On the other end the machinery industry supplies consumer goods, including kitchen
appliances, refrigerators, washers, dryers and a like. Production of radio and television,
however, is generally considered belonging to the electrical equipment industry. The machinery
industry itself is a major customer of the steel industry.

The production of the machinery industry varies widely from single-unit production and series
production to mass production. Single-unit production is about constructing unique products,
which are specified in specific customer requirements. Due to modular design such devices and
machines can often be manufactured in small series, which significantly reduces the costs. From
a certain stage in the production, the specific customer requirements are build in, and the
unique product is created.

History
The machinery industry came into existence during the Industrial Revolution. Companies in this
emerging field grew out of iron foundries, shipyards, forges and repair shops. Often companies
were a combination of machine factory and shipyard. Early in the 20th century
several motorcycle and automobile manufacturers began their own machine factories.

Prior to the industrial revolution a variety of machines existed such as clocks, weapons and
running gear for mills (watermill, windmill, horse mill etc.) Production of these machines were
on much smaller scale in artisan workshops mostly for the local or regional market. With the
advent of the industrial revolution manufacturing began of composite tools with more complex
construction, such as steam engines and steam generators for the evolving industry and
transport. In addition, the emerging machine factories started making machines for production
machines as textile machinery, compressors, agricultural machinery, and engines for ships.

18th century

During the first decades of the industrial revolution in England, from 1750, there was a
concentration of labor usually in not yet mechanized factories. There were all kinds of new
machines invented, which were initially made by the inventors themselves. Early in the 18th
century, the first steam engines, the Newcomen engine, came into use throughout Britain and
Europe, principally to pump water out of mines.

In the 1770s James Watt significantly improved this design. He introduced a steam engine easy
employable to supply a large amounts of energy, which set the mechanization of factories
underway. In England certain cities concentrated on making specific products, such as specific
types of textiles or pottery. Around these cities specialized machinery industry arose in order to
enable the mechanization of the plants. Hereby late in the 18th century arose the first
machinery industry in the UK and also in Germany and Belgium.

19th century

The Industrial Revolution received a further boost with the upcoming railways. These arose at
the beginning of the 19th century in England as innovation in the mining industry. The work in
coal mines was hard and dangerous, and so there was a great need for tools to ease this work.
In 1804, Richard Trevithick placed the first steam engine on rails, and was in 1825 the Stockton
and Darlington Railway was opened, intended to transport coals from the mine to the port. In
1835 the first train drove in continental Europe between Mechelen and Brussels, and in the
Netherlands in 1839 the first train drove between Amsterdam and Haarlem. For the machinery
industry this brought all sorts of new work with new machinery for metallurgy, machine tool for
metalworking, production of steam engines for trains with all its necessities etc.

In time the market for the machine industry became wider, specialized products were
manufactured for a greater national and often international market. For example, it was not
uncommon in the second half of the 19th century that American steelmakers ordered their
production in England, where new steelmaking techniques were more advanced. In the far east
Japan would import these product until the early 1930s, the creation of an own machinery
industry got underway.

20th century now

The term "machinery industry" came into existence later in the 19th century. One of the first
times this branch of industry was recognized as such, and was investigated, was in a production
statistics of 1907 created by the British Ministry of Trade and Industry. In this statistic the
output of the engineering industry, was divided into forty different categories, including for
example, agricultural machinery, machinery for the textile industry and equipment, and parts
for train and tram.

The inventions of new propulsion techniques based on electric motors, internal combustion
engines and gas turbines brought a new generation of machines in the 20th century from cars
to household appliances. Not only the product range of the machinery industry increased
considerably, especially smaller machines could delivered products in much greater numbers
fabricated in mass production. With the rise of mass production in other parts of the industry,
there was also a high demand for manufacturing and production systems, to increase the entire
production.

Shortage of labor in agriculture and industry at the beginning of the second half of the 20th
century, raised the need for further mechanization of production, which required for more
specific machines. The rise of the computer made further automation of production possible,
which in turn set new demands on the machinery industry.

Classification
The machinery industry produces different kind of products, for example engines, pumps,
logistics equipment; for different kind of markets from the agriculture industry, food &
beverage industry, manufacturing industry, health industry, and amusement industry till
different branches of the consumer market. As such companies in the machine industry can be
classified by product of market.

In the world of today all kinds of Industry classifications exists. Some classifications recognize
the machine industry as a specific class, and offer a subdivision for this field. For example, the
Dutch Standard Industrial Classification of 1993, developed by the Statistics Netherlands, give
the following breakdown of the machinery industry.
SIC Products (according to the Standard Industrial
Description sector
code Classification of the CBS 1993)

Manufacture of for the

production of mechanical Engines and turbines, pumps and compressors, valves, gea
291
energy, and application and rs, bearings and other gear.
overhaul

Industrial furnaces and burners, lifting equipment, lifting

Manufacture of other general-
equipment and other transport equipment; machines and
292 purpose machinery and
equipment for industrial refrigeration and air conditioning;
equipment
machinery and equipment

Manufacture of agricultural Agricultural tractors; agricultural machinery and

293
machinery and equipment agricultural implements

294 Manufacture of machine tools Machine tools

Machines for iron - and steel production; machines for

mineral extraction and construction; machines and devices
Manufacture of machinery for for the food and beverage industry; machines and
295 specific industrial activities and equipment for the textile, clothing, leather and leather
devices products industry; machinery and equipment for paper
and paperboard production; Other machinery and
equipment

Manufacture of weapons and

296 Weapons and ammunition
ammunition

Manufacture of domestic electrical household appliances; non electric domestic

297
appliances appliances
This composition of the machinery industry has been significantly altered with latest revision of
the Dutch Standard Industrial Classification of 1993. The Standard Industrial Classification of
1974 broke down the machinery industry into nine sectors:

Agricultural machine industry

Metalworking Machine - Industry and machine tool factories
Manufacturers of machinery and equipment for the food, chemical and allied industries
Manufacturers of machinery and equipment for the rubber and plastics
Manufacturers of gears, gearing and driving elements
Manufacturers of machinery and equipment and wood furniture etc.
Manufacturers of steam boiler, and power tools industry
Office machinery industry
Other machinery and equipment industry
Introduction
Of
Company
 SIPCON
Industrial Division (Getner Group)
Company Profile

Technology You Can Trust

Since 1971

You Think
We Measure
 COMPANY PROFILE
Started in 1971 in Scientific city of INDIA Ambala Cantt , Haryana (
India )

With Azzaro as the limit as the watch word , thrust on R&D and
collaboration with leaders in the field of Instrument technology in
Developed countries . GETNER has acquired a place of prestige in
world of technology .

CONDUCT : Secret behind the rapid success and expansion is a firm

commitment to manufacture quality products of international
standards and next to quality control , our areas priority is Customer
Relations followed by transparency and authenticity in our business
dealings in which our overseas associates are actively involved

GETNER
GROUP

GETNER- SIPCON MEDIMEAS SUVIRA GUARDIAN DENFORT

KYOWA OPLINE

MEDICAL MEASURING HISTOLOGY PROJECTION OPTHALMIC DENTAL

MICRO INSTRUMENTS INSTRUMENTS DEVICES INSTRUMENTS INSTRUMENTS
SCOPE
 SIPCON : QUALITY POLICY

MAKING QUALITY TO MEASURE QUALITY

SIPCON is known to make products

according to its customers standards. To
us our product is defective if it doesnt
serve the customers purpose .Even if our
customer is satisfied, we will not be and
would constantly try hard to make the
customer more loyal . Coming back of our
customers not our products is the
definition of quality for SIPCON .At
SIPCON we ensure that the customers will
receive consistently high quality in every
encounter. Quality to us is fulfilling even
the unexpressed needs and wishes of our
customers .

An ISO 9001:2000 certified organization with collaboration with its foreign

principals who are the leader in the world provides the largest range of
measurement solutions in India . Complete range is
CE marked according to the EC Directives

You Think
We Measure
 SIPCON

HEAD OFFICE NEW PLANT ANCILLARY MARKETING & MARKETING

UNITS SERVICE CENTRES OFFICES

116, HSIDC FOR VMS &CMM 3HEADED BY EX 8 IN PAN INDIA 3 OFFICES IN DELHI
AMBALA CANTT AT I.G.C SAHA SIPCON MANAGERS 1 IN TOKYO

Timeline of events
1971: Started its operations in 10 X 10 ft room.
1973: Shifted to a new premises of 1000 sq ft area.
1974: First Profile Projector made.
1989: Shifted to new premises in Industrial Area.
1993: Sold 500th Profile Projector
1994: First Vision System without software sold
2005: First Vision System with software sold.
2008: Sold 50th Vision System with software.
2008: Crossed the magical figure of $ 1Million mark.
2012: Moved to 3 times bigger Premises at Saha.
 Infrastructure
Plant 1 Land area : 11,000sq ft
Covered Area (Basement, Ground and first floor) : 17,650sqft
Plant 2 Land Area : 5,500sq ft
Covered Area (Basement, Ground and first floor) : 10,000sqft
Total Power Consumption : 150KW
Total Genset power backup : 150KW

Sipcon at a glance
Business Type : Exporter, Manufacturer, Importer
Export percentage : 30%
Head count : 54
Year of Establishment : 1971
Export Markets : SAARC and European Countries
Import Markets : USA , Germany , Japan
And Czech Republic
OEM Service Provided : Yes
Production Type : Semi-automatic
No. of Engineers : 5
Monthly Production : As per Requirement
Capacity
Memberships : IMTMA / EEPC
Credit Rated : Yes
Credit Agency : Dun and Bradstreet
Certifications : ISO 9001:2000 ISO 13485
And CE
 Headcount

S.No Category Count

1 Marketing 4
2 Service -Onsite 12
3 Online Support 2
4 Production planning 2
5 Quality Control 2
6 Design & Development 1
7 Supervisors 4
8 Purchase 1
9 Finance 3
10 HR management 1
11 Workers 22

Current Operating Shifts 1

Scope of operating Shifts 3
 SIPCON
INDUSTRIAL
DIVISION GETNER
GROUP

INDUSTRIAL HISTOPATHALOGICAL
PRODUCTS PRODUCTS

Profile Projectors
Vision Measuring
Microscope

Tool Makers Microscope

Tool Inspectors
Special Purpose
Microscopes.
CMMs
Primary Competitive Advantages
Innovative R&D Team and Focus on new product development.

Experienced manufacturing process- Higher efficiency

Manufacturing innovative products.

Providing technical service.

Ensure to deliver more than just great products.

100% QC test for each product unit - Excellent quality

Economical prices

On-time delivery schedules

Advantage SIPCON
A member of 6 member Getner Group.

More than 40 years of experience in technical products.

Collaborated with the best in the fields

A team of well trained12 Electronics and Mechanical Service
Engineers ( Min Experience of 3 years) to provide timely after
sales services.

Online Software trouble Shooting.

 Not only for our products but for the products supplied by
others SIPCON provides flawless services.

Technical knowledge about the imported components.

A team of well trained12 Electronics and Mechanical Service

Engineers ( Min Experience of 3 years) to provide timely after
sales services.

Online Software trouble Shooting.

Not only for our products but for the products supplied by others
Sipcon provides flawless services.

Technical knowledge about the imported products.

SIPCON INSTRUMENT INDUSTERIES

116, Industrial Area (HSIDC)
Ambala Cantt
Haryana (India) -133006
Ph : +91-171- 2699668 ,2699344
Fax:+91-171-2699667

Email : info@sipconinstrument.com

Website : www.sipconinstrument.com
 2
INTRODUCTION
MARKETING

Marketing is the process of discovering and translating consumer wants into product and
service specifications and then in turn helping to make it possible for more and more of
consumers to enjoy more and more of these products and services.

Marketing is a social and managerial process by which individuals and groups obtain
what they need and want, through creating, offering and exchanging products of value
with others.
- Philip Kotler.

Marketing includes all those activities having to do with effecting changes in the ownership
and possession of goods and services. It is that part of economics which deals with the
creation of time, place and possession utilities and that phase of business activity through
which human wants are satisfied, by the exchange of goods and services for some valuable
consideration.

- American Marketing Association.

Marketing consists of analyzing marketing opportunities, researching and selecting
target markets, designing marketing strategies, planning marketing programs and
organizing, implementing and controlling marketing effort.
Companies have to identify long and short term marketing opportunities and research
the selected market by measuring and forecasting attractiveness of the given market.
Having selected the market, the companies need to develop a differentiating and
positioning strategy for the target market. The marketing strategy must be transformed
into marketing programs by deciding on marketing expenditures and the marketing mix.
The final step is organizing the marketing resources and implementing and controlling
the marketing plan.

MARKETING MIX

Marketing mix is the set of marketing tools that a firm uses to pursue its marketing
objectives in the target market.
McCarthy has popularized a four factor classification of marketing tools known as the
4Ps of the marketing mix. They are:

1. Product
2. Price
3. Place
4. Promotion
Product:- Product stands for the firms tangible offer to the market, including the product
quality, design, features, branding and packing. It deals with new product development,
product life cycle, product mix, product lines, branding and associated services to a product.
From the customers point of view, it helps in satisfying the customers needs and wants.

Price:- Price is the monetary value of the product. Price deals with selecting the pricing
objectives, setting the price, discounts, allowances, payment policies and credit terms. It is
very important to the customers as it decides the cost the customer has to pay to gain the
product value.

Place:- This marketing tool stands for the various activities the company undertakes to
make the product accessible and available to the customer. It involves market size, channel
selection and management, storage and physical distribution with the ultimate purpose of
efficiently supplying the companys offer to the target market. To the customer, this
marketing tool refers to convenience.

Promotion:- Promotion stands for various activities the company undertakes to

communicate and promote its products to the target market. It involves communication
programs i.e. direct marketing, advertising, sales promotions, public relations and
motivation of sales force. To the customer this tool provides knowledge and information.

Promotional Mix
Promotional mix describes a blend of promotional variables chosen by marketers to help a
firm reach its goals. It has been identified as a subset of the marketing mix. It is believed
that there is an optimal way of allocating budgets for the different elements within the
promotional mix to achieve best marketing results, and the challenge for marketers is to
find the right mix of them. Activities identified as elements of the promotional mix vary, but
typically include the following:
Advertising:- Advertising is the paid presentation and promotion of ideas, goods, or
services by an identified sponsor in a mass medium. Examples include print ads, radio,
television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters,
mobile apps, motion pictures, web pages, banner ads, emails.

Personal Selling:- Personal selling is the process of helping and persuading one or more
prospects to purchase a good or service or to act on any idea through the use of an oral
presentation, often in a face-to-face manner or by telephone. Examples include sales
presentations, sales meetings, sales training and incentive programs for intermediary
salespeople, samples, and telemarketing.

Sale Promotion:- Sales Promotion is media and non-media marketing communication used
for a pre-determined limited time to increase consumer demand, stimulate market demand
or improve product availability. Examples include coupons, sweepstakes, contests, product
samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions.

Public Relations:- Public relations or publicity is information about a firm's products and
services carried by a third party in an indirect way. This includes free publicity as well as
paid efforts to stimulate discussion and interest. It can be accomplished by planting a
significant news story indirectly in the media, or presenting it favorably through press
releases or corporate anniversary parties. Examples include newspaper and magazine
articles, TVs and radio presentations, charitable contributions, speeches, issue advertising,
seminars.

Direct Marketing:- Direct Marketing is a channel-agnostic form of advertising that allows

businesses and nonprofits to communicate directly to the customer, with methods such as
mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog
distribution, promotional letters, and outdoor advertising.
 ADVERTISING
Advertising is a paid form of communication, although some forms of advertising, such as public
service announcements, use donated space and time. Second, not only is the message paid for,
but the sponsor is identified. Third, most advertising tries to persuade or influence the
consumer to do something, although in some cases the point of the message is simply to make
consumers aware of the product or company
Fourth and fifth, the message is conveyed through many different kinds of mass media reaching
a large audience of potential consumers. Finally, because advertising is a form of mass
communication, it also non-personal

A definition of advertising, then, includes all six features

Advertising is paid non-personal communication from an identified sponsor using mass media to
persuade or influence an audience

Functions of Advertising

Advertising is an important promotional tool for any marketing campaign. So much so that
whenever we think of marketing we think of advertising although it is just one of the marketing
tools. Till now only companies with a profit motive went in for advertising. But today
government bodies as well as non-governmental organizations (NGOs) go for high profile
advertising campaigns. The purpose here is not to increase the sales figure but to increase the
awareness of people regarding the relevant topics.

Even though each ad or campaign tries to accomplish goals unique to its sponsor, advertising
performs three basic functions:
1. Provide product or brand information

Although many ads are devoid of information, providing the consumer with relevant
information that will aid decision making is still the main function of advertising. The
information given depends on the needs of the target audience. In the case of purchasing a
new suit, needed information might simply include price and outlet location. For technical
products, the information is likely to be very detailed.

2. Provide incentives to take decision

In most instances, consumers are reluctant to change established behavior. Even if there
are somewhat dissatisfied with the current product or service, a habit has been established
and learning about a new product is deemed difficult. Advertising provides the consumer
with reasons to switch brands by presenting reasons through copy or graphics.
Convenience, high quality, lower price, warranties, or a celebrity endorser are all
possibilities.

3. Provide reminders and reinforcement

Its amazing how much advertising is directed at current customers. Consumers forget why
they bought a particular brand of microwave or automobile. Advertising must remind the
customer constantly about the name of the brand, its benefits, its value, and so forth. These
same messages help reinforce the customers decision. Most television advertising seems to
provide this function

Types of Advertising

Advertising is a form of selling. It tries to make consumers buy goods or services.

Advertisers must be aware of the factors that influence people's buying habits and then use
advertising strategies based on this knowledge. Advertising can be classified in number of
ways.
1. Print Advertising: Newspapers, Magazines, Brochures, Fliers

The print media have always been a popular advertising medium. Advertising products via
newspapers or magazines is a common practice. In addition to this, the print media also
offers options like promotional brochures and fliers for advertising purposes.

2. Outdoor Advertising: Billboards, Kiosks, Tradeshows and Events (OOH)

Outdoor advertising is also a very popular form of advertising, which makes use of several
tools and techniques to attract the customers outdoors. The most common examples of
outdoor advertising are billboards, kiosks, and also several events and tradeshows
organized by the company. The billboard advertising is very popular however has to be
really terse and catchy in order to grab the attention of the passersby. The kiosks not only
provide an easy outlet for the company products but also make for an effective advertising
tool to promote the companys products. Organizing several events or sponsoring them
makes for an excellent advertising opportunity. The company can organize trade fairs, or
even exhibitions for advertising their products. If not this, the company can organize several
events that are closely associated with their field.

3. Broadcast advertising: Television, Radio and the Internet

Broadcast advertising is a very popular advertising medium that constitutes of several

branches like television, radio or the Internet. Television advertisements have been very
popular ever since they have been introduced. The radio might have lost its charm owing to
the new age media however the radio remains to be the choice of small-scale advertisers.

4. Covert Advertising: Advertising in Movies

Covert advertising is a unique kind of advertising in which a product or a particular brand is

incorporated in some entertainment and media channels like movies, television shows or
even sports. There is no commercial in the entertainment but the brand or the product is
subtly (or sometimes evidently) showcased in the entertainment show.
5. Surrogate Advertising: Advertising Indirectly

Surrogate advertising is prominently seen in cases where advertising a particular product is

banned by law. Advertisement for products like cigarettes or alcohol which are injurious to
heath are prohibited by law in several countries and hence these companies have to come
up with several other products that might have the same brand name and indirectly remind
people of the cigarettes or beer bottles of the same brand. Common examples include
Fosters and Kingfisher beer brands, which are often seen to promote their brand with the
help of surrogate advertising.

6. Public Service Advertising: Advertising for Social Causes

Public service advertising is a technique that makes use of advertising as an effective

communication medium to convey socially relevant messaged about important matters and
social welfare causes like AIDS, energy conservation, political integrity, deforestation,
illiteracy, poverty and so on.

7. Celebrity Advertising

Although the audience is getting smarter and smarter and the modern day consumer
getting immune to the exaggerated claims made in a majority of advertisements, there exist
a section of advertisers that still bank upon celebrities and their popularity for advertising
their products. Using celebrities for advertising involves signing up celebrities for advertising
campaigns, which consist of all sorts of advertising including, television ads or even print
advertisements.

8. Internet Advertising

Internet promotion is one of the newer types of advertising and can be accomplished in a
number of ways. Flash advertising refers to messages that jump onto your computer screen
and often move around. They can be hard to close and are annoying, but effective at
gaining your attention. Pop up and scrolling ads are other examples of these types of
advertising. Pay per click advertising refers to marketers paying to have their web pages
placed high on search engine results pages. These are also called sponsored links
 INTERNET ADVERTISING

WHAT IS INTERNET ADVERTISING?

Online advertising is a form of promotion that uses the Internet and World Wide Web for the
expressed purpose of delivering marketing messages to attract customers. Examples of online
advertising include contextual ads on search engine results pages, banner ads, Rich Media Ads,
Social network advertising, online classified advertising, advertising networks and e-mail
marketing, including e-mail spam.

Online video directories for brands are a good example of interactive advertising. These
directories complement television advertising and allow the viewer to view the commercials of
a number of brands. If the advertiser has opted for a response feature, the viewer may then
choose to visit the brands website, or interact with the advertiser through other touch points
such as email, chat or phone. Response to brand communication is instantaneous, and
conversion to business is very high. This is because in contrast to conventional forms of
interruptive advertising, the viewer has actually chosen to see the commercial.
 INTERNET ADVERTISING VS TRADITIONAL ADVERTISING

Traditional Advertising (TA) Internet Advertising (IA)

TA is static It is dynamic with multimedia - supporting text and

graphics video sound all together

Space is not a restricting factor Space is a problem, as regards size of the banners etc.

The proportion of advertising to editorial is high A web page would be 91% editorial and 9%
sometimes 50:50 advertising

Does not evoke immediate action Invokes immediate action as you at-least need to
click on the ad

First response is immediate as when the user clicks,

Response to the action is not immediate the person is directed to other web page with more
details

Advertisements are passively received The user has high attention level and concentration
while using the net, and hence they notice the ad.

Advertising does not always target a very focused This can be very focused
audience

Advertisements catch users when they are on the

Advertisements are omnipresent lookout for some thing. For example the search is
for travel on a search engine there are ads of travel
agents on the net

Ads are graphic intensive and avoid copy overload Both copy and graphics are restricted by the banner
size specifications

Difficult to track the exact number of people This is quite possible with Internet advertisements
who saw the advertisement
Objectives of Internet Advertising

Advertising: As far as advertising on the Internet goes, all advertisements will serve to attract
the user's attention and draw him to the company, which is advertising.

Build brand awareness: Direct or indirect methods can be used on the websites to build brand
awareness of the different brands of a company. This is where the Internet scores traditional
media and methods as explained below.

Stimulate direct action: Visitors to a company's web site should get involved with the offerings
on the site. Valuable customer information can also be captured and tracked for future
marketing initiatives.

Promote its brands: Promotional give - away or contests generate excitement while
simultaneously promoting your brands online, aiding off - line sale.

Building a culture around its brands: This goes along with that company's traditional
advertising.

Surrogate advertising: This is another means of surrogate advertising of the company, where
all forms of traditional advertising fail. Surrogate advertising can be proved to be positive in
case of advertising on the Internet.

Features of Internet Advertising

Advertising on the Internet has certain unique features that differentiate it from other forms of
advertising. They are as follows:

Member registration: Member registration is an efficient tool that is used by firms to create
their database. Such a database may be used to design promotional campaigns. Allowing
registered users to participate in various events can follow systems of free registration.
Online opinion polls: Opinion polls are conducted to obtain the responses from users regarding
the firms' products and services besides including topics of general interest.

Contests and sweepstakes: Contests are useful in attracting new users to websites. They may
be for simple things depending on the product or service being advertised. The prizes offered
are in a wide range and usually have the logo of the company and the homepage address
displayed prominently.

Content: The content of the advertisement can be regularly updated with news regarding the
activities of the firm. A fact-based section showing the manufacturing processes of a company
may also be included. The use of multimedia tools can make this more interactive.

E-cards: Users send free cards via e-mail from the site of the company advertising the product.
The card prominently displays the logo or the baseline of the brand. The cards may be for
different occasions such as birthdays, festivals, birthdays, etc. These cards are used to reinforce
brand identity. Star endorsers of the brand may also be included in the picture postcard
themes.

Downloads: Downloads may include various utilities for the computer such as icons, desktop
patterns, screensavers, themes, etc. Registered users get the opportunity of downloading
software. Charts and other informative articles may also be included.

Coupons: Coupons are used to promote sales off-line. Sending discount coupons for the
products and services of the company on special occasions can do this.

Newsletters: Regular newsletters are sent especially to registered users. These contain
information about current updations on the site and activities being performed by the
company.
Types of Internet Advertising

Display advertising - Display advertising conveys its advertising message visually using text,
logos, animations, videos, photographs, or other graphics. Display advertisers frequently target
users with particular traits to increase the ads' effect.

Web banner advertising - Web banners or banner ads typically are graphical ads displayed
within a web page. Banner ads can use rich media to incorporate video, audio, animations,
buttons, forms, or other interactive elements using Java applets, HTML5, Adobe Flash, and
other programs.

Pop-up Ads - A pop-up ad is displayed in a new web browser window that opens above a
website visitor's initial browser window. A pop-under ad opens a new browser window under a
website visitor's initial browser window.

Floating ads - A floating ad, or overlay ad, is a type of rich media advertisement that appears
superimposed over the requested website's content. Floating ads may disappear or become
less obtrusive after a preset time period.

Expanding ads - An expanding ad is a rich media frame ad that changes dimensions upon a
predefined condition, such as a preset amount of time a visitor spends on a webpage, the
user's click on the ad, or the user's mouse movement over the ad. Expanding ads allow
advertisers to fit more information into a restricted ad space.

Interstitial ads - An interstitial ad displays before a user can access requested content,
sometimes while the user is waiting for the content to load. Interstitial ads are a form of
interruption marketing.

Text ads - A text ad displays text-based hyperlinks. Text-based ads may display separately from
a web page's primary content, or they can be embedded by hyperlinking individual words or
phrases to advertiser's websites. Text ads may also be delivered through email marketing or
text message marketing.
Search Engine Marketing (SEM) - Search Engine Marketing, or SEM, is designed to increase a
website's visibility in search engine results pages (SERPs). Search engines provide sponsored
results and organic (non-sponsored) results based on a web searcher's query. Search engines
often employ visual cues to differentiate sponsored results from organic results. Search engine
marketing includes all of an advertiser's actions to make a website's listing more prominent for
topical keywords.

Search Engine Optimization (SEO) -Search Engine Optimization, or SEO, attempts to improve a
website's organic search rankings in SERPs by increasing the website content's relevance to
search terms. Search engines regularly update their algorithms to penalize poor quality sites
that try to game their rankings, making optimization a moving target for advertisers. Many
vendors offer SEO services.

Sponsored search - Sponsored search (also called sponsored links or search ads) allows
advertisers to be included in the sponsored results of a search for selected keywords. Search
ads are often sold via real-time auctions, where advertisers bid on keywords.

Social media marketing - Social media marketing is commercial promotion conducted through
social media websites. Many companies promote their products by posting frequent updates
and providing special offers through their social media profiles.

Mobile Advertising - Mobile advertising is ad copy delivered through wireless mobile devices
such as smartphones, feature phones, or tablet computers. Mobile advertising may take the
form of static or rich media display ads, SMS (Short Message Service) or MMS (Multimedia
Messaging Service) ads, mobile search ads, advertising within mobile websites, or ads within
mobile applications or games (such as interstitial ads, advergaming, or application
sponsorship).

Email Advertising - Email advertising is ad copy comprising an entire email or a portion of an

email message. Email marketing may be unsolicited, in which case the sender may give the
recipient an option to opt-out of future emails, or it may be sent with the recipient's prior
consent (opt-in).
 Exhibition
Exhibition

An exhibition is an activity that is conducted by an organization with an objective to promote

and publicize a particular product or service which would ultimately result in the sale of the
product / generate business for the organization.

Trade shows and exhibitions can be an

excellent way to promote your business and
the products and services that you offer. They
are also a great way to network with other
industry members and grow your customer
base.

A trade show is an event where goods and

services in a specific industry are exhibited
and demonstrated to other businesses. An
exhibition is the same, except the audience is
normally the general public. .

Trade shows and exhibitions can be useful marketing tools; however, not all businesses benefit
from them. Consider your business situation and do your research before getting involved in
trade shows and exhibitions
A Brief History of Exhibition:

Exhibitions have long been used as a platform to promote and publicize a product or service.
The earliest known instance of an exhibition being used as a marketing tool can be traced back
to the 1850s in England.

Role of exhibitions in marketing mix:

Similar to the marketing mix, there also exists a promotion mix. A promotion mix constitutes of
several methods of promotion through which an organization can communicate information
about a particular product or service that it has launched or is on the verge of launching, to its
intended customers. Some of the methods of promoting a product includes; advertising
through various media sources (television, radio, pamphlets, brochures, newsletters,billboards)
telemarketing and exhibitions.

Though there are several methods of promoting a product, none of the methods can create as
big an impact as can be generated by exhibitions. This can be attributed to the singular fact that
an exhibition allows a face to face interaction between an organization and its intended
customer.

Moreover, exhibitions offer an organization with a unique platform to showcase their product
in an effective manner and at the same time, it also allows a two way communication between
the company and its potential customers. On the other hand, other promotional methods are
mostly uni-dimensional in nature for eg:- a product that is being promoted by the print or
electronic media can only provide a fixed information. A potential customer cannot extract any
additional or extra information from this type of product promotion.
Product promotion through exhibitions allows a customer to literally touch and try the product
while allowing the organization to gather specific inputs from the customer, which could prove
to be extremely useful in customizing their products according to the tastes and preferences of
the customer. Exhibitions also facilitate an immediate and personal connection between buyers
and sellers.

Exhibitions also play a crucial role in

Increasing brand preference
Improving customer relations
Increasing brand awareness
Increasing knowledge about a product
Gain specific insight into the products and services offered by competitors.
Allows interaction amongst industrial peers.

Benefits

Trade shows are generally targeted at an industry and people involved or interested in that
industry. Exhibiting at a trade show can be a great way to advertise to a target market
and create brand awareness.

Exhibitions are open to a large and sometimes diverse range of audiences (usually the general
public). This provides you with a platform to promote your product or service to a broader
group that may have little or no knowledge of your products and services.

Depending on your type of business, product and market testing can be carried out at trade
shows and exhibitions to gain industry or general opinion about your offering.

Being involved in a trade show or exhibition can provide you with opportunities to branch out
to business-to-business trading and create a customer database from the visitors to your
display booth.
Today

Trade fairs often involve a considerable marketing investment by participating companies.

Costs include space rental, booth design and construction of trade show displays,
telecommunications and networking, travel, accommodations, and promotional literature and
items to give to attendees. In addition, costs are incurred at the show for services such as
electrical, booth cleaning, internet services, and drayage (also known as material handling).
Consequently, cities often promote trade shows as a means of economic development.
With four in every five trade show visitor being viewed as a prospective customer, companies
allocate a significant budget to participating in such events. Technological advancements have
brought graphic design and digital displays to the forefront. Costs may also include fun activities
and games to attract visitors and increase brand recall after the conclusion of the event.
Exhibitors attending the event are required to use an exhibitor manual or online exhibitor
manual to order their required services and complete any necessary paperwork such as health
and safety declarations. An increasing number of trade fairs are happening online, and these
events are called virtual tradeshows. They are increasing in popularity due to their relatively
low cost and because there is no need to travel whether you are attending or exhibiting .

Types of exhibition
Exhibition is an event to collectively display different art, product or skills. Both individuals and
businesses partake in this event to reach specific goals. Various types of exhibitions are
especially organized to cater the needs of the participants.

There are commercial and non-commercial exhibitions. Commercial exhibitions are

intended to attract buyers and sell the displayed items while non-commercial
exhibitions are simply arranged for appreciation of talents and skills. Exhibitions can be
categorized further into museums, art exhibitions, trade exhibitions and consumer
exhibitions.
 Museums are devoted to conservation of valuable scientific, artistic, cultural and
historical objects. It is open for public viewing which aims to give its visitors significant
knowledge. It a non-commercial type of exhibition since its purpose is to protect its
collection from being lost and damaged and make them last for years.

Art exhibitions can include paintings, figurines, drawings and photos. They can be
commercial and non-commercial. Non-commercial art gallery shows art pieces of
renowned artists and is available to the public. Commercial art exhibitions, on the other
hand, are held to showcase the artworks of debutant artists. Their purpose is to have
their works examined by art enthusiasts. They can end up selling their pieces once it
gets attention and recognition.

Trade shows are events between organizations and business. They are designed to let
the participants showcase their products and services and see if it can gain the interest
of another company. They are commercial exhibition but only those invited can attend.

Consumer exhibitions are taken advantage by different companies to expose their

products and services to the public. The theme can be intended for a particular
demographic (mothers, teenagers) or assembled to show a particular product or service
(IT shows, car shows). The idea behind this event is to attract the public to buy their
products or services.

Exhibitions are advantageous both to buyers and sellers. Sellers can gain income by
participating on these events while buyers can have an option to differentiate different
brands and services and find the product that best suit them in one place.
 Referral Marketing
Referral marketing is a method of promoting products or services to new customers through
referrals, usually word of mouth. Such referrals often happen spontaneously but businesses can
influence this through appropriate strategies.

Referral marketing is a process to encourage and

significantly increase referrals from word of mouth,
perhaps the oldest and most trusted marketing
strategy. This can be accomplished by encouraging
and rewarding customers, and a wide variety of
other contacts, to recommend products and services
from consumer and B2B brands, both online and
offline.

Online referral marketing is the internet-based, or Software as a Service (SaaS) approach, to

traditional referral marketing. By tracking customer behavior online through the use of web
browser cookies and similar technology, online referral marketing can potentially increase
brand awareness, referrals and, ultimately, revenue. Many platforms allow organizations to see
their referral marketing return on investment (ROI), and to optimize their campaigns to
improve results. Many of the newest systems provide users with the same experience whether
they are on a desktop or mobile device. Offline referral marketers sometimes use trackable
business cards. Trackable business cards typically contain QR codes linking them to online
content for sale while providing a way to track that sale back to the person whose card was
scanned.

Online referral marketing focuses on interactions between customers. The Internet is a

common channel for referral based marketing. It delivers abundant outlets for customers to
share their opinions, product favorites and experiences, including the company's own website
and through social media such as LinkedIn, Facebook, Twitter, and Google+. The marketers can
encourage the referring parties by providing pre-scripted messages. Advocates can provide
their family members and friends with personalised links including unique referral codes and
advertisement information through e-mails, blogs and instant messages. The company can give
rewards to advocates when their family members and friends buy through the link.

These same technologies also help companies set up a system that integrates referrals into the
marketing plan. By tracking the user traffic, the companies can offer referrals to other online
customers.

Advantages

Referral-based customers are better matched. The referred customers are likely
interacting with people similar to themselves.

Existing customers know the purpose of marketing and understand the need for
potential clients. The referrers can measure a good fit between the two and the well-
matched customers can help the company produce more profits at a lower cost.

The value and contribution of customers acquired through referral campaigns are higher
than those of non-referred customers.

Referral programs are a good method to define consumer satisfaction. If comparatively

few consumers are willing to act as referrers, a company's customer satisfaction may be
low.

Referral programs help the company establish long-term relations with customers. The
company can match motivations with consumer expectations and raise the
effectiveness of market programmes. Referral reward programs can also be regarded as
a tool for retaining current customers
Benefits

The study found that referred customers were both more profitable and loyal than normal
customers. Referred customers had a higher contribution margin, a higher retention rate and
were more valuable in both the short and long run.

On whether customer referral programs are worth the cost, the study says that it records "a
positive value differential, both in the short term and long term, between customers acquired
through a referral program and other customers. Importantly, this value differential is larger
than the referral fee. Hence, referral programs can indeed pay off."

There are two types of rewards provided by referral programs.

In one option, current customers are given an incentive. The referral rewards can be in different
forms, such as cash, prizes, discounts, shopping vouchers, or redeemable points. For example,
mobile phone operators give a referring customer a one-time reward and add long-term
savings depending on his or her individual usage. The operators also offer a lower rate for
interactions between customers than for interactions with noncustomers.

The second program is where the referrers benefit from existing customers by having increased
visibility or recognition as a specialist or by gaining special treatment, especially if the
customers become the partners of company.
 3

RESEARCH
METHODOLOGY
RESEARCH METHODOLOGY

A Research Methodology defines the purpose of the research, how it proceeds, how to
measure progress and what constitute success with respect to the objectives determined for
carrying out the research study. Research methodology deals with the method of study I. e.
how the study was carried out and what were the various techniques used. It is careful
investigation or inquiry in a systematic manner in order to find a solution to problem in
research. It consist of defining and redefining problems, formulating hypothesis or suggested
solution, collecting and evaluating data, making deduction and reaching calculation etc and at
last carefully testing the conclusions to determine whether they fit the formulated hypothesis
or not. It includes the scope of the study, research design, data collection and limitations of the
study.

Title
A study on Promotional strategies for industrial equipments at SIPCON INSTRUMENTS
INDUSTRIES.

RESEARCH OBJECTIVES

To find the effectiveness of Promotional strategies of SIPCON INSTRUMENTS

INDUSTRIES.
To find the various promotional strategies adopted by SIPCON.
To find the promotional method of SIPCON which is generating more Revenue.

PURPOSE AND SCOPE OF STUDY

This study purpose is to analysis the effectiveness of promotional strategies of an organization
and also to analysis the scope and importance of promotional strategies for successful firms.
This study also analysis the best promotional method and its Revenue.
Research design
A research design is the set of methods and procedures used in collecting and analyzing
measures of the variables specified in the research problem research. The research design is
arrangement of condition for collection and analysis of data in manner that aims to combine
relevance to the research purpose with economy in procedure.

This is a descriptive research.

It would give us a clear picture on the effectiveness of Promotional strategies.

DATA COLLECTION

Primary Data:
Primary data is that data which is collected for the first time. It is original in nature in the shape
of raw material. For the purpose of collection of primary data, a well-structured questionnaire
was given to the respondents and they were personally interviewed to fulfill the objectives of
the study. The questionnaire comprises of close ended as well as open ended questions.
Secondary Data:
Secondary data is the data which is already collected by someone. They are secondary in nature
and are in shape of finished product. Secondary data was collected so as to have accurate
results and required data was collected from information about the company's product.

Sampling Method:
It refers where each and every item in the population has an equal chance of inclusion in the
sample and each one of the possible samples, in case of finite universe, has the same
probability of being selected.

Sample universe:
Universe is the infinite number of elements that the researcher is targeting in his study. Here
the universe for the study consists of all the people who are the Employee of SIPCON
INSTRUMENTS INDUSTRIES.
Population:
Population is the finite number of elements which the researcher is going to target in a
particular area. All the respondents are our population.

Sample Unit:
Sampling Unit is the single unit of the population.

Sample Size:
Sample size is the size of drawn from the population which is the true representative of
research. The number of respondents included in the study was 10 for convenience in
evaluating and analyzing and because of time constraint.

Sampling Technique:
In my research I have used non probability technique for drawing a sample from the
population. In non-probability technique I have preferred Selective sampling method because
my research title has wider scope and every type of respondents is important. I will be catering
to 10 people according to my convenience. The selection of the respondents was done on the
basis of convenience based on the non-probability method of sampling. Selective Sampling was
basically used due to time as well as distance constraints.

Research Design

Primary Data Source Questionnaire

Data Source
Secondary Data Source- Internet

Sample Size 10

Sampling Method Selective Sampling

Research Instrument Questionnaire

 Limitations of the Study

Every study is bound by limitations and as such this is no exceptions.

1. Change is Constant rule of nature. Hence, the study undertaken may not hold
good for longer duration.

2. The study was conducted under the assumption that the information given by
the respondents is authentic.

3. The analysis and suggestion are given only with respect to marketing aspects as
technical suggestion with respect to the product could not be given.

4. Confidential matters were not disclosed by the company.

5. There were time constraints.

 4

ANALYSIS
AND
INTERPRETATION
 Q1. How do you market your products?

Table representing the way of marketing of the products

way No. of Respondents percentage
Direct marketing
Online marketing
Referral marketing
All of the above 10 100
Total 10 100

12

10

8
Direct marketing
6 Online marketing
Referral marketing
4
All of the above

0
No. of
Respondents

Interpretation
The above graph shows that 100% Respondents said that products are
marketed through All of the above. (direct marketing, online marketing and
referral marketing)
 Q2.By which method do you promote your products?

Methods No. of Respondents percentage

Exhibition
Online Advertising
Direct mail
Presentations
Showrooms
All of the above 10 100
Total 10 100

12

10

8 Exhibition
Online advertising

6 Direct mail
Showrooms

4 Presentations
All of the above
2

0
No. of Respondents
.

Interpretation
100% of the respondents are of the opinion that the promotion of products
are through Exhibition, online advertising, direct mail, presentations and
Showrooms methods.
Q3.What is the reason for using more promotional method in your
company?

Reasons No. of Respondents percentage

Increase competitions 7 70
Easy to measure
effects
Competitor product 3 30
quality
Any other
Total 10 100

5
Increase competitions
4 Easy to measure effects

3 Competitor product quality

Any other
2

0
No. of
Respondants
.

Interpretation
The above graph shows that 70% of respondents said that increase
competition is the main reason for using more promotional methods and 30%
respondents said that competitor product quality is main reason of using
more promotional methods.
 Q4.The promotional strategies implemented properly in your
company?

Parameter No. of Respondents percentage

Always 7 70
Often 3 30
Sometimes
Rarely
Never
Total 10 100

5 Never
Rarely
4
Sometimes
3 Often
Always
2

0
Always Often Sometimes Rarely Never

Interpretation
The above graph shows that 70% of respondents said that Promotional
strategies Always implemented properly in our company and 30%
respondents said that Promotional strategies Often implemented in our
company.
 Q5.Which is the most cost effective method according to you?

Methods No. of Respondents percentage

Exhibition 1 10
Online Advertisement 3 30
Referral marketing 6 60
Total 10 100

No. of Respondents

Exhibition
Online Ads
Referal marketing

Interpretation
The above Graph shows that 10% respondents said that SIPCON most cost
effective method is Exhibition method and 30% respondents said that Sipcon
most cost effective method is online Advertising and 60% said that most cost
effective method is Referral marketing.
 Q6.By which mode you got more enquiry?

Enquiry Generation:-
Enquiry generation means enquiry of products and services of a Business.

Methods No. of Respondents percentage

Exhibition 6 60
Online Advertisement 1 10
Referral marketing 3 30
Total 10 100

Enquiry Generation

Exhibition
Online Ads
Referal marketing

Interpretation
The above Graph shows that 60% respondents said that SIPCON got more
enquiry in Exhibition method and 10% respondents said that SIPCON got more
enquiry in online Advertising and 30% said that SIPCON got more enquiry in
Referral marketing.
 Q7.By which mode more people converted?

Conversion Rate:-
Conversion rate is the percentage of visitors who take a desired action.

Methods No. of Respondents percentage

Exhibition 6 60
Online Advertisement 1 10
Referral marketing 3 30
Total 10 100

Conversion Rate

Exhibition
Online Ads
Referal marketing

Interpretation
The above Graph shows that 60% respondents said that more people converted
in Exhibition method and 10% respondents said that more people converted in
online Advertising and 30% repondents said that more people converted in
Referral marketing.
 Q8.By which mode you got more Revenue?

Revenue Generation
Revenue generation is a process by which company plans to market and sell its
products/services in order to generate income.

Methods No. of Respondents percentage

Exhibition 7 70
Online Advertisement 1 10
Referral marketing 2 20
Total 10 100

Revenue Generation

Referal marketing

Online Ads
Revenue Generation

Exhibition

0
2
4
6
8
.

Interpretation
The above Graph shows that 70% respondents said that SIPCON got more
Revenue in Exhibition method and 10% respondents said that SIPCON got more
Revenue in online Advertising and 20% respondents said that SIPCON got more
Revenue in Referral marketing.
 Q9.What is the objective for using Exhibition method when online
advertising as a very effective promotional method is available?

Objectives No. of Respondents percentage

Attract new customer
Develop better relationship
with sales and customer
Increase sale quickly
All of the above 10 100
Total 10 100

12

10

8 All of the above

Increase sale quickly

6

Develop better relationship

4 with salesman and customer
Attract new customer
2

0
No. of
Respondents
.

Interpretation
The above Graph shows that 100% respondents said that the objective for
using Exhibition method is to identify and attract new customer, to develop
better relationship with salesman and customer, and increase sale quickly.
 Q10.What is the impact of Exhibition method on sales of the
company?

Parameter No. of Respondents percentage

Immediate 7 70
Delayed 0 0
Both (a) and (b) 3 30
No impact 0 0
Tatal 10 100

4
No impact
3 Both (a) and (b)

2 Delayed
Immediate
1

No. of
Respondents

Interpretation
The above Graph shows that 70% Respondents said that the immediate
impact of exhibition method on sale of the company and 30% Respondents
said that both (immediate and Delayed) impact of Exhibition method on sale
of the company.
Q11.Which party is most important under Exhibition in increasing
sales?

Party No. of Respondents percentage

Customer 4 40
Dealer 1 10
Salesman 2 20
All of the above 3 30
Total 10 100

important Party

Customer
Dealer
Salesman
All of the above

Interpretation
The above Graph shows that 40% respondents said that Customer is most
important party under Exhibition in increasing sales and 10% respondents said
that Dealer is most important party under Exhibition in increasing sales and 20%
respondents said that Salesman is most important party under Exhibition in
increasing sales and 30% respondents said that All of the above (Customer,
Dealer and Salesman) is most important party under Exhibition in increasing
sales.
 Q12.What reason did you find when sales promotional strategies
misfire?

Reason No. of Respondents percentage

Lack of proper 4 40
planning
Poor customer 0
relationship
Lack of interest 6 60
All of the above 0 0
Total 10 100

4 All of the above

Lack of interest
3
Poor customer relationship

2 Lack of proper planning

0
No of
Respondents

Interpretation
The above Graph shows that 40% Respondents said that the Lack of proper
planning is the main reason of misfire the promotional strategies and 60%
Respondents said that the Lack of proper planning is the main reason of
misfire the promotional strategies.
 Q13.Do you give any discount on repeat purchase?

Parameter No. of Respondents percentage

Yes 3 30
No 7 70
Total 10 100

No. of Respondents

Yes
No

Interpretation
The above Graph shows that 30% Respondents said that SIPCON give
discount on repeat purchase. and 70% Respondents said that SIPCON not
give any discount on repeat purchase.
Q14.What specific merits do you think will differentiate your products
from other?

Merits No. of Respondents percentage

Reasonable Price
Quality
Promotional
strategies
All of the above 10 100
Total 10 100

10
9
8
7
All of the above
6
Promotional Activities
5
Quality
4
Reasonable Price
3
2
1
0
No. of
Respondents

Interpretation
The above Graph shows that 100% Respondents said that Reasonable
pricing, Quality and Promotional Activities differentiates the products of
SIPCON From others.
 FINDINGS

1. The company adopts a variety of promotional methods such as online advertising,

participating in exhibitions, referral marketing, direct mail, presentations and
showrooms.

2. The products are marketed through online marketing and direct marketing.

3. Increase competition is the main reason for using more promotional method in
Sipcon.

4. Exhibition is very effective promotional method of SIPCON.

5. Referral marketing method is very cost effective method of Sipcon.

6. Exhibition method generates more Revenue.

7. The prices of the products are reasonable though they are competitive.

8. The products are of good quality.

9. Reasonable pricing, quality and promotional activities contributes in differentiating the

products of the organization from that of the others
 Suggestions

1. The company should explore all possible ways in order to aggressively sell its products.

2. In todays crowed market place in order to increase the size of the pie, the Company can
adopt innovative promotional strategies. It will help in creating and reinforcing the
Companys identity in the minds of the consumer.

3. In order to be extra ordinary, the Company has to walk the extra mile. A method named
Experimental Marketing can be adopted by the Company wherein the prospective
consumers can be invited to visit the showroom and touch and feel the products.

4. Since the competition is intense, so there should be some value addition so as to make
the Company stand apart in the market. One such way is to improvise the customer
service.

5. Consumer is the king in the market. This fact should be deeply rooted in the minds of
the employees. The Company can adopt some ways to listen to the customers feedback
which should be noted in writing so that it will help in continual improvement and make
the company to be in the right track always.
 Conclusion
Promotion is a way of giving message from founder to customers. It conveys the Productive
information to the whole world.
In that report we see that Sipcon uses various types of promotional strategies like:- Direct
marketing, online marketing and Referral marketing. And Sipcon also uses various methods for
promotion like:- Exhibition method, Direct mail, Presentation method Showroom and Online
Advertising. The most useful method of sipcon is Exhibition. Sipcon spend more amount in
Exhibition method and got more enquiry. More people converted by Exhibition method. Sipcon
get most of its Revenue by Exhibition.
In todays crowded market place where product and services are touting themselves to be the
best. It is vital to stand out in the crowd. From the various sources of promotional strategies,
Point of sale display, how the employees are relating to the customers.
Whereas Exhibition is the best method for Sipcon but in todays would online advertisement
are more useful because it is consume less time and sometimes visiting a Exhibition is not
possible due to lack of time or other circumstances but visit the online advertisement anytime
or anywhere. So Sipcon should be give more attention on online advertisement.
 REFERENCE

BIBLIOGRAPHY

Marketing management fourth edition, 1992

- Paramhans foundation

Marketing management twelth edition, 1999

- Philip kotler

Digital Marketing The Essential Guide to New Media & Digital Marketing

- Kent Wertime, Ian Fenwick

WEBLIOGRAPHY

https://en.wikipedia.org/wiki/Online_advertising
https://en.wikipedia.org/wiki/Exhibition
http://www.thegreenbook.com/types-of-exhibitions.htm
https://en.wikipedia.org/wiki/Referral_marketing
http://www.marketing-schools.org/types-of-marketing/referral-marketing.html
Appendix

QUESTIONNAIRE

Name :
Gender : Male Female
Age : Between 18 to 25
Between 25 to 35
Between 35 to 45

(Please tick in the box besides option/s matching your response)

1. How do you market your products?

a. Direct marketing
b. Online marketing
c. Referral marketing
d. All the above

2. By which method do you promote your products?

a. Exhibition
b. Online advertising
c. Direct mail
d. Presentations
e. Showrooms
f. All of the above
3. What is the reason for using more promotional method in your company?
a. Increase competition
b. Easy to measure effects
c. Competitor product quality
d. Any other

4. The promotional strategies implemented properly in your company?

a. Always
b. Often
c. Sometimes
d. Rarely
e. Never

5. Which is the most cost effective method according to you?

a. Exhibition
b. Online marketing
c. Referal marketing

6. By which mode you got more enquiry?

a. Exhibition
b. Online marketing
c. Referal marketing

7. By which mode more people converted?

a. Exhibition
b. Online marketing
c. Referal marketing
8. By which mode you got more Revenue?
a. Exhibition
b. Online marketing
c. Referal marketing

9. What is the objective for using Exhibition method when online advertising as a very
effective promotional method is available?
a. To identity and attract new customer
b. To develop better relationship with salesman and customer
c. To increase sale quickly
d. All the above

10. What is the impact of Exhibition method on sales of the company?

a. Immediate
b. Delayed
c. Both (a) and (b)
d. No impact

11. Which party is most important under Exhibition in increasing sales?

a. Customer
b. Dealer
c. Salesman
d. All the above
12. What reason did you find when sales promotional strategies misfire?
a. Lack of proper planning
b. Poor customer relationship
c. Lack of Interest
d. All the above

13. Do you give any discount on repeat purchase?

a. Yes
b. No

14. What specific merits do you think will differentiate your products from other?
a. Reasonable price
b. Quality
c. Promotional activities
d. All the above