INTRODUCTION

1
SALES PROMOTION

Sales promotion is one level or type of marketing aimed either at the consumer or at the
distribution channel (in the form of sales-incentives). It is used to introduce new product,
clear out inventories, attract traffic, and to lift sales temporarily. It is more closely associated
with the marketing of products than of services. The American Marketing Association
(AMA), in its Web-based "Dictionary of Marketing Terms," defines sales promotion as
"media and nonmedia marketing pressure applied for a predetermined, limited period of time
in order to stimulate trial, increase consumer demand, or improve product availability."
Business pundits and academic students of business have developed almost fancifully
sophisticated views of sales promotion. In down-to-earth terms it is a way of lifting sales
temporarily by appealing to economic motives and impulse-buying behavior. The chief tools
of sales promotion are discounts ("sales"), distribution of samples and coupons, the holding
of sweepstakes and contests, special store displays, and offering premiums and rebates. All of
these techniques require some kind of communication. Thus sales promotion and advertising
are difficult to distinguish.

The need for promotion arises from the intensity of competition. Sellers must somehow
attract customers' attention. In the open markets of old (and farmers markets of today), sellers
did and do this by shouting, joking with customers, and sometimes by holding up a squealing
piglet for everyone to see. PriyaRaghubir and his coauthors, writing in California
Management Review, identify "three faces" of consumer promotions: these are information,
economic incentive, and emotional appeal. Information may take the form of advertising the
availability of something, incentives are offered in the form of discounts, and emotional
appeals are made by displays and, of course, by the low price itself.

Precisely because sales promotions must provide incentives—whether to the distribution

channel, the company's own sales people, or to the consumer—they cost money by definition
and must produce additional volume to pay for the expenditures. A grand sale that clears out
the inventory but, with added advertising costs factored in, reduces margin too is—a failure.
Sales promotions therefore must be carefully calibrated to achieve the purpose. Holding
promotions too frequently will habituate customers to buy only when promotions are in
effect. Avoiding promotions altogether will let competitors draw customers away.

2
PROMOTIONAL STRATEGIES

The promotion strategies of marketing is concerned with activities that are undertaken to
communicate with customers and distribution channels to enhance the sales of the firm.

The promotional strategy aims at informing and persuading the customer to buy the product
and informing him about the merits of the products.

It refers to all the decisions related to promotion of sales of products and services. The
important decisions of promotion mix are selecting advertising media, selecting promotional
techniques, using publicity measures and public relations etc.

There are various tools and elements available for promotion. These are adopted by firms to
carry on its promotional activities. The marketer generally chooses a combination of these
promotional tools.

Following are the tools or elements of promotion. They are also called elements of promotion
mix:

1. Advertising

2. Sales promotion

3. Personal selling

4. Public relation

1. Advertising:

Advertisement can be defined as the “paid form of non-personal presentation and promotion
of idea, goods or services by an identified sponsor”.

It is an impersonal presentation where a standard or common message regarding the merits,

price and availability of product or service is given by the producer or marketer. The

3
advertisement builds pull effect as advertising tries to pull the product by directly appealing
to customer to buy it.

2. Sales Promotion:

Sales promotion refers to short term use of incentives or other promotional activities that
stimulate the customer to buy the product. Sales promotion techniques are very useful
because they bring:

(a) Short and immediate effect on sale.

(b) Stock clearance is possible with sales promotion.

(c) Sales promotion techniques induce customers as well as distribution channels.

(d) Sales promotion techniques help to win over the competitor.

3. Personal Selling:

Personal selling means selling personally. This involves face to face interaction between
seller and buyer for the purpose of sale.

The personal selling does not mean getting the prospects to desire what seller wants but the
concept of personal selling is also based on customer satisfaction.

4. Public Relations:

Apart from four major elements of marketing mix, another important tool of marketing is
maintaining Public Relations. In simple words, a public relations means maintaining public
relations with public. By maintaining public relations, companies create goodwill.

Public relations evaluate public attitudes; identify the policies and procedures of an
Organization with the public interest to earn public understanding and acceptance.

Public does not mean only customers, but it includes shareholders, suppliers, intermediaries,
customers etc. The firm’s success and achievement depends upon the support of these parties
for example, firm needs active support of middle men to survive in market, it must have good

4
relations with existing shareholders who provide capital. The consumers’ group is the most
important part of public as success of business depends upon the support and demand of
customers only.

Promotion Strategies

A successful product or service means nothing unless the benefit of such a service can
be communicated clearly to the target market. An organizations promotional strategy can
consist of several aspects as follows.

Advertising: Is any non-personal paid form of communication using any form of mass
media.

Public relations: Involves developing positive relationships with the organization media
public. The art of good public relations is not only to obtain favorable publicity within the
media, but it is also involves being able to handle successfully negative attention.

Sales promotion: Commonly used to obtain an increase in sales short term. Could involve
using money off coupons or special offers.

Personal selling: Selling a product service one to one.

Direct Mail: Is the sending of publicity material to a named person within an organization.
There has been a massive growth in direct mail campaigns over the last 5 years. Spending on
direct mail now amounts to £18 bn a year representing 11.8% of advertising expenditure
(Source: Royal Mail 2000). Organizations can pay thousands of pounds for databases,
which contain names and addresses of potential customers.

Direct mail allows an organization to use their resources more effectively by allowing them
to send publicity material to a named person within their target segment. By personalizing
advertising, response rates increase thus increasing the chance of improving sales.

Listed below are links to organization who's business involves direct mail.

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Message & Media Strategy

An effective communication campaign should comprise of a well thought out

message strategy. What message are you trying to put across to your target audience? How
will you deliver that message? Will it be through the appropriate use of branding? Logos or
slogan design?. The message should reinforce the benefit of the product and should also help
the company in developing the positioning strategy of the product. Companies with effective
message strategies include:

Media strategy refers to how the organization is going to deliver their message. What
aspects of the promotional mix will the company use to deliver their message strategy. Where
will they promote? Clearly the company must take into account the readership and general
behavior of their target audience before they select their media strategy. What newspapers do
their target market read? What TV programmes do they Biscuit? Effective targeting of their
media campaign could save the company on valuable financial resources.

Push & Pull Strategies

There are three types of sales promotion strategies:

 A push strategy
 A pull strategy or
 A combination of the two

A 'push' sales promotion strategy involves 'pushing' distributors and retailers to sell your
products and services to the consumer by offering various kinds of promotions and personal
selling efforts. What happens here is that a company promotes their product/services to a
reseller who in turn promotes it to another reseller or to the consumer. The basic objective of
this strategy is to persuade retailers, wholesalers and distributors to carry your brand, give it
shelf space, promote it by advertising, and ultimately 'push' it forward to the consumer.
Typical push sales promotion strategies include; buy-back guarantees, free trials, contests,
discounts, and specialty advertising items.

A 'pull' sales promotion strategy focuses more on the consumer instead of the reseller or
distributor. This strategy involves getting the consumer to 'pull' or purchase the
product/services directly from the company itself. This strategy targets its marketing efforts

6
directly on the consumers with the hope that it will stimulate interest and demand for the
product. This pull strategy is often used when distributors are reluctant to carry or distribute a
product. Typical pull sales promotion strategies include; samples, coupons, cash refunds or
rebates, loyalty programs and rewards, contests, sweepstakes, games, and point-of-purchase
displays.

A 'combination' sales promotion strategy is just that; it is a combination of a push and a

pull strategy. It focuses both on the distributor as well as the consumers, targeting both
parties directly. It offers consumer incentives side by side with dealer discounts.

Communication by the manufacturer is not only directed towards consumers to create

demand. A push strategy is where the manufacturer concentrates some of their marketing
effort on promoting their product to retailers to convince them to stock the product. A
combination of promotional mix strategies are used at this stage aimed at the retailer
including personal selling, and direct mail. The product is pushed onto the retailer, hence the
name. A pull strategy is based around the manufacturer promoting their product amongst the
target market to create demand. Consumers pull the product through the distribution channel
forcing the wholesaler and retailer to stock it, hence the name pull strategy. Organizations
tend to use both push and pull strategies to create demand from retailers and consumers

Communication Model

AIDA is a communication model, which can be used by firms to aid them in selling
their product or services. AIDA is an Acronym for Attention, Interest, Desire, Action.. When
a product is launched the first goal is to grab attention. Think, how can an organization use
it skills to do this? Use well-known personalities to sell products? Once you grab attention
how can you hold Interest, through promoting features, clearly stating the benefit the
product has to offer? The third stage is desire, how can you make the product desirable to
the consumer? By demonstrating it? The final stage is the purchase action, if the company
has been successful with its strategy then the target customer should purchase the product.

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Promotion through the Product life cycle

As products move through the four stages of the product lifecycle different
promotional strategies should be employed at these stages to ensure the healthy success and
life of the product .

Stages and promotion strategies employed.

Introduction

When a product is new the organizations objective will be to inform the target audience of its
entry. Television, radio, magazine, coupons etc may be used to push the product through the
introduction stage of the lifecycle. Push and Pull Strategies will be used at this crucial stage.

Growth

As the product becomes accepted by the target market the organization at this stage of the
lifecycle the organization works on the strategy of further increasing brand awareness to
encourage loyalty.

Maturity

At this stage with increased competition the organization take persuasive tactics to encourage
the consumers to purchase their product over their rivals. Any differential advantage will be
clearly communicated to the target audience to inform of their benefit over their competitors.

Decline

As the product reaches the decline stage the organization will use the strategy of reminding
people of the product to slow the inevitable

8
FACTORS AFFECTUNG SALES PROMOTION

Type of product plays an important role in deciding on promotion mix. Product can be
categorized in terms of branded products, non-branded products, necessity products, luxury
products, new products, etc. All these types of products need different promotional tools. For
example, advertising is suitable for the branded and popular products. Personal selling may
be fit for non-branded products. Advertising, personal selling, sales promotion and publicity
– all four tools – are used for a newly launched product to get a rapid consumer acceptance.

Use of Product:

Product may be industrial product, consumable and necessity product, or may be luxurious
product that affects selection of promotion tools and media. For example, advertising and
sales promotion techniques are widely used for consumer goods while personal selling is
used for industrial goods.

Complexity of Product:

Product complexity affects selection of promotional tools. Personal selling is more effective
for complex, technical, risky, and newly developed products as they need personal
explanation and observation. On the other end, advertising is more suitable for simple and
easy-handled products.

Purchase Quantity and Frequency:

Company should also consider purchase frequency and purchase quantity while deciding on
promotion mix. Generally, for frequently purchase product, advertising is used, and for
infrequently purchase product, personal selling and sales promotion are preferred. Personal
selling and advertising are used for heavy users and light users respectively.

Fund Available for Market Promotion:

Financial capacity of company is a vital factor affecting promotion mix. Advertising through
television, radio, newspapers and magazines is too costly to bear by financially poor

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companies while personal selling and sales promotion are comparatively cheaper tools. Even,
the company may opt for publicity by highlighting certain commercially significant events.

Type of Market:

Type of market or consumer characteristics determine the form of promotion mix. Education,
location, income, personality characteristics, knowledge, bargaining capacity, profession,
age, sex, etc., are the important factors that affect company’s promotion strategy.

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COMPANY PROFILE

11
 COMPANY PROFILE

MuscleTech supplements are made with the highest quality ingredients in

the world. In line with our corporate mission statement, Muscletech is dedicated
to continuously researching, developing, patenting, producing, and globally
marketing the most effective diet and sports supplements to assist you in
achieving your personal fitness goals.

For more than a decade, MuscleTech has been a brand name synonymous
with premium-quality and top-of-the-line sports supplement products.
Consequently, purchasing products from unauthorized sellers at prices that are
"too good to be true" may result in the consumption of counterfeit products
which contain poor ingredients, are of a lower quality, and are likely untested
products that could potentially be harmful to you.

MuscleTech strongly urges you to only buy from authorized MuscleTech

retailers so you can be sure you get exactly what you paid for -- genuine
MuscleTech supplements.

If you would like to report a suspected counterfeit MuscleTech product,

please send an email tocounterfeits@iovate.com. Your assistance in preventing
the distribution of counterfeit MuscleTech products is appreciated.

PRODUCT :-

Products bearing the MuscleTech brand name include Hydroxycut,

Anabolic Halo, Gakic Hardcore, Leukic Hardcore, Vitakic, supplements
containing creatine (such as Cell-Tech Hardcore, Creakic Hardcore) and protein
supplements (Nitro-Tech Hardcore). The brand also encompasses a number of
other categories, such asnitric oxide supplements (such as naNOx9 Hardcore),

12
meal replacements such as Meso-Tech Hardcore, pre-workout supplements
(such as naNO Vapor) and various "muscle stacks".

At MuscleTech®, our researchers are passionate about supplements. Our

mission is to develop the most scientifically advanced and effective
supplements to help you build muscle and strength, lose weight, and improve
athletic performance. Thanks to our millions of loyal customers, we are
fortunate to be the most-awarded and best-selling sports nutrition brand over the
past 20 years.
Many supplement companies do not disclose their ingredients, and don't
invest in science and research, or quality control. We are different. MuscleTech
invests millions in product research and development, and quality control – and
our supplement facts always tell you EXACTLY what you are getting: The
Most Powerful Supplements on Earth.
MuscleTech is the Leader in Science with a Multi-Million Dollar
Research Budget – A portion of every dollar spent on MuscleTech supplements
is allocated toward scientific research to discover new and more effective ways
to increase lean muscle and strength, and improve athletic performance. In fact,
Team MuscleTech researchers have collaborated with researchers at over 20
universities and research facilities around the world to study the various key
ingredients found in our powerful formulas.
PLATINUM 100% WHEY – Unlike other inferior whey protein formulas
that use heat, harsh acids, and salt, a superior cold-pressed microfiltration
process is used to produce the ultra-pure whey protein isolate found in every
scoop of Platinum 100% Whey. The whey protein isolate in Platinum 100%
Whey is so pure, that the formula mixes instantly in a shaker cup or even in a
glass using a spoon. And just as important as the quality and purity of the whey
protein in Platinum 100% Whey is its taste. We conducted third-party taste tests

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 on real consumers to help us formulate a first-in-class taste profile that's second
to none.
India, MusclePro Nutrition.

MUSCLECTECH PRODUCT RANGE

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OBJECTIVES OF THE
STUDY

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 OBJECTIVES

 To Determine the Market share of Muscle Tech Pvt. Ltd.

 To assess the product awareness of the Muscle Tech Pvt. Ltd.
 To find out the preference level of respondents regarding Muscle Tech
Pvt. Ltd.
 To study the marketing strategy by Muscle Tech Pvt. Ltd.
 To know the sales position of the company.
 To study the market share of the company.
 To study the selling strategies adopted by Muscle Tech Pvt. Ltd.
 To find out probable pitfalls in the existing strategy and provide solution
for the same.

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HYPOTHESIS

20
 HYPOTHESIS

 Fully customer’s satisfaction on dealers after sales service.

 Improvement of value intellectual properties brand and conduct risk
management related to products liability and other legal issues.
 There is no problem between dealer and customers of company.
 Corporate communication division of a company building strong
relationship with customers and society to increase customer
satisfaction by giving best dealer service.

21
 RESEARCH
METHODOLOGY

22
 RESEARCH METHODOLOGY

Marketing is an essential aspect of every business organization, if it is

to be successful. Good marketing managers are referred to as those who
have fair and are able to take decisions based on their instincts and gut
feeling in other word, this are person who are clearly tried to understand to
particular industry, there product offering, their competitor, there
customer and above all how to use marketing communication to
successfully sell as product. But the continuously changing marketing
environment involve a great amount of uncertainty, risk and above all
substantial marketing expenditure.

Most marketer are for removed from their ultimate customer the
torch bear who will be the ultimate decision maker to determine the
success or failure of the product. Yet these managers must be
knowledgeable and well informed about their market, customer and
competitor so as to make good marketing decision. This is where the
concept of the marketing research facilities by providing information to aid
the decision making process.

At the end of the day, for the marketing decision makers, marketing
research is group of method and technique to provide relevant information
that can support analysis and decision to do with the creation and
management of marketing communication.

Before going into the definition of marketing research let us briefly

examine the meaning of terms research and market research simply stated
research refers to the process of collecting, documentating and analyzing
important critical relevant information pertaining to any problem or
question.

23
 This mean that the presence of a problem or query or question
implies research is to be undertaken.

For year together, the Indian industry has always relied on entry barrier to
protect it from competition. During this period, the success of the firm
depended upon political patronage rather than operational efficiency and
performance. From the customer side there was a forced loyalty and
grudging acceptance of high tariff.

However, now the integration of the Indian industry with the global
economy the customer are also becoming more aware, demanding and
sophisticated, with the advent of e-commerce and the disappearence of
trade barriers, marketing firms need to stretch themselves in order to
reach out the customer. Some of the significant influences of globalization
seen by the marketer are :

Basic research to understand the expanding urban and rural middle

class with a greater propensity to consume .The figure below indicates the
reasons cited by firms that avoid marketing research and also were
marketing research should help firms. There is no doubt what so ever the
Indian marketers have realized in the post liberalization age”. Knowledge
in gaining edge and information will continue to play an increasingly
important role on the marketing stage

MAREKTING RESEARCH

No sources knowing one’s customer Feeling that information is

already available Taking better decisions No clarity about information
being sought Avoiding mistakes made in the past.

The research methodology is surely and simply the framework of

plan for collection and analysis of data. A good methodology is very

24
important to carry out research. It concluded research design. research
approach and research instrument and sampling.

Collection of information about product and its shares .Consultation

were carried out with stockiest and retailer of Nagpur districts.

Marketing research calls for developing an efficient plan for

gathering the needed information. Designing research plan calls for
decision on the at source research instrument research approaches
sampling plan and contact method the table below shows this.

SOURCEOF DATA

All marketing research can tap two sources of data for investigation
that are:

1) Internal sources

2) External source

Fact and figure are the raw materials with which the research work .
Internal sources are the companies own record register, documents, sales
record invoices provide valuable information regarding sales by product
territories, customers, Research starts with internal data and it is
irrespective . Preliminary or the explanative phase of research usually taps
the internal source initially. All other sources and information are the
external source of data.

The sampling area was Nagpur district .Almost 60 respondents were

covered during the research work .it included 2 stockiest, 5 dealers and 3
retailers and 50 customers. Questionnaire method was followed

Another way of classifying the source of information is -

1. PRIMARY DATA
2. SECONDARY DATA
A research plan was followed for gathering primary data, secondary
data or both.

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 PRIMARY DATA

After questioning to consumers I got this information:

Primary data consisted of original information gathered for the

specific purpose. Data was collected from the primary sources i.e.
questionnaire was developed with the help of which personal interview
were carried out. Also along with this I earned out personal interviews with
direct users like contractor and domestic users.

Primary data consist of information that provide a starting point for

research and offer advantage of ready availability. For, Primary data I
relied on the company reports, stockiest, retailer, list available in the
company. I meet them personally and collected required data from them.

Most marketing research involves primary data collection. The

normal procedure is to interview some people individually or in groups, for
the purpose of the dissertation both primary data and are used. Common
was primary data. Primary objectives of the study were to calculate present
market share of Muscle Tech.

SECONDARY DATA

The secondary data are collected from Nagpur city Authorized dealer,
from broachers, from website of the company, news papers, magazines,
Company websites and search engines.

26
DATA ANALYSIS
&
INTERPRETATION

27
 DATA ANALYSIS& INTERPRETATION

1) GENDER OF THE RESPONDENTS IS.

Gender Respondents Percentage

Male 60 60%
Female 40 40%
Total 100 100%

40
Male
Female
60

INTERPRETATION:

Male respondents are in majority in my sample constituting 60%. They are the
one‘s who take initiative to purchase products for their family & themselves.

Female generally don’t take initiative to answer. It was difficult to catch them to fill
the questionnaire. Still they showed good amount of interest & constituted 40% of total
respondents.

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2) WHICH AGE GROUP YOU BELONG TO?

Category (Age group) Respondents Percentage

10 – 20 20 20%
20 – 30 40 40%
30 – 40 20 20%
40 & above 20 20%
Total 100 100%

45%
40%
40%
35%
30%
25%
20% 20% 20%
20%
15%
10%
5%
0%
AGE OF GROUP AGE OF GROUP AGE OF GROUP AGE OF GROUP
10-20 20-30 30-40 40 & ABOVE

INTERPRETATION:

There were total 100 people in a sample. Out of 100 people 20% people belong
to age group 10 – 20 years, 40% people belong to age group 20 – 30 years, 20% people
belongs to age group 30 – 40 years & 20% people belongs to age group 40 & above.

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3) OCCUPATION OF THE RESPONDENTS.

Occupation Respondents Percentage

Service 40 40%
Business 35 35%
Others 25 25%
Total 100 100%

40
40 35
35
30 25
25
20
15
10
5
0
Service Business Others

INTERPRETATION :-

The following chart shows the graphical picture of the above table. We see that
40% respondents were various services, 35% respondents from business sector. Rest
25% respondents came from others sector.

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4) INCOME LEVEL OF THE RESPONDENTS.

Income Respondents Percent

10000 – 19000 10 10
20000 – 29000 22 22
30000 – 39000 48 48
Above 40000 20 20
Total 100 100

48
50
45
40
35
30
22 20
25
20
15 10
10
5
0
10000 - 20000 - 30000 - Above
19000 29000 39000 40000

INTERPRETATION :-

We see that out of 100 respondents, 48% respondents belongs to monthly

income level of Tk. 30000- Tk. 39000, 22%respondents belongs to Tk. 20000- Tk.
29000. Almost 20% respondents belong to above Tk. 40000 income level per month. So
we see that, our target customer is mostly high income group who can easily effort
branded. As branded is comparatively costly than the open. The below graph will make
the result more clear.

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5) REASON TO PURCHASE THE FMCG PRODUCT.

Reason No. of user % of user

Quality 24 48
Low cost 12 24
Status 4 8
Good service 10 20
Total 100 100

No. of user
Good service
20%

Status
8%

Quality
Low cost 48%
24%

Interpretation

It is seen that 48% of user buy their mobile because of good quality, 24% of user
buy their Muscle Tech Product because of low cost, 20% of user buy their Muscle
Tech Product because of good service and 8% of user buy their Muscle Tech
Product because of status.

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6) ARE YOU COMPLETELY SATISFACTED WITH THE PRODUCT OF MUSCLE
TECH ?

Opinion Respondents Percentage

Yes 34 68%
No 6 12%

Not Exactly 10 20%

Total 50 100%

20

Yes
No
12
Not Exactly

68

INTERPRETATION :-

From the above table we see over 65% people are aware from Muscle Tech
Product and 35% people are neat aware from Muscle Tech Product in India.

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7) AVAILABILITY OF THE PRODUCTS IS IMPORTANT FOR RESPONDENTS.

Respondents Percent
Strongly Agree 78 78
Agree 22 22
Total 100 100

90
78
80
70
60
50
40
30 22
20
10
0
Strongly Agree Agree

INTERPRETATION :-

78% respondent thinks that the products should be available within their reach.
The need the demanded products right after they feel the need of the products where
ever the stay. Whereas only 22% respondent thinks they would give extra effort to get
their desire product if that is not that available surround them. Because they will not
accept any alternative of that products.

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8) EMPHASIS ON QUALITY OF BRANDED PROTEIN.

Quality Respondents Percentage

Strongly Agree 89 89
Agree 9 9
Disagree 2 2
Total 100 100

100
89
90
80
70
60
50
40
30
20
9
10 2
0
Strongly Agree Agree Disagree

INTERPRETATION :-

Among the respondent, 89% is not agreed to compromise with the quality of the
branded Product. They need the quality products at any cost. They strongly agreed that
quality issue is most important factor where 9% only agreed with them. Rest 2%
disagrees with this opinion. They think branded Muscle Tech usually quality products.
So they really don’t think about quality issue regarding branded Protein.

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9) IF YES WHY?

Particular Respondents Percentage

High margin 9 9%
Quality 17 17%
Relationship 7 7%
No reason 67 67%
Total 100 100%

67
70
60
50
40
30
17
20
9 7
10
0
High Margin Quality Relationship No Reason

INTERPRETATION

In above graph and table it is clear that for margin and of better relations with
consumers and too provide quality product to consumers they suggest consumers too
bye particular brand. For the company it may be helpful to target such retailers to sell
their product in the market easily.

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10) DO CUSTOMERS LOOK FOR VARIOUS SCHEMES IN THE PRODUCT?

Particular Respondents Percentage

Yes 92 92%
No 8 8%
Total 100 100%

92
100

80

60

40

20 8

0
Yes No

INTERPRETATION

This gives a real helpful data for checking the effect of sales promotions in the
market and how seriously consumers follow the promotions before they go for
purchase particular brand.

The above result shows that only 8 out 0f 100 didn’t go for the promotion
otherwise all are looking for any type of the promotions on the product.

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11) IF YES WHICH SCHEMES?

Promotional Schemes Respondents Percentage

Coupons 11 11%
Price Off 82 82%
Freebies 35 35%
Scratch Cards 2 2%
Lucky Draws 19 19%
Bundling Offer 65 65%
Extra Quantity 79 79%
Total 100 100%

90 82 79
80 65
70
60
50 35
40
30 19
20 11
10 2
0

INTERPRETATION

The above stated results show the demand of various types of promotional
schemes in the market by the consumers. Almost all types of schemes are being
demanded by the consumers in the market but there are three major schemes which
consumers generally look at the time of purchase or before that.

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SUGGESTION

39
 SUGGESTIONS

 Muscle Tech Pvt. Ltd. should start the selling of its products not only in the above
mentioned countries, but also all over the world.

 Right now, the company is producing many brands of Muscle Tech Pvt. Ltd. in
future it should go for such type of products which suits above and over the all
company’s product connected with production and confectioners.

 All the advertising campaign of the company is limited to television and wall
painting, etc. The company should start advertising through other media which
suits the product. No doubt the company is also giving sales promotion once in a
year, but the company should adopt new and modern technique of attracting
kids for Product conducting competitions, quiz, etc. and gifting like participated
with Muscle Tech Pvt. Ltd.

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CONCLUSION

41
 CONCLUSION

The study reflects that the use of Marketing undeniably has increased

over the Talwarkar Gym. Future holds lot of promise for such schemes

across wider range of product-markets.

Marketing has ceased to be major differentiator at least in the

metros, with almost all companies offering similar freebies and gifts. As a
result now marketers have to find out some innovative ways of Marketing
to differentiate from competitors. Currently Price off and Bye one get one
free offers are very effective to attract the consumers towards the products.

We have noted that these kind of promotional tools are useful for
short term increase in sales and to induce first trial. These types of
promotional schemes should be consistent and changed from time to time
depending upon season and competitor’s schemes.

With the Increasing number of supermarket, the branded packaged

goods work as silent sales person. So in such stores, sales promotion plays
a more effective role in stimulating consumers’ demands.

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BIBLIOGRAPHY

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 BIBLIOGRAPHY

BOOKS :

1. Saxena, Ranjan, ‘Marketing Management’, Delhi, Third Edition.

2. Kotler, Philip, Kevin Lane Keller, Abraham Koshy,
Mithileshwar Jha, ‘Marketing Management’

MAGAZINES, JOURNALS & NEWS PAPERS

1. Business world.
2. Economics Times

Websites:

www.wikipedia.com,

www.google.co.in,

www.scribd.com

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ANNEXURE

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 ANNEXURE

1) GENDER OF THE RESPONDENTS IS.

 Male
 Female

2) WHICH AGE GROUP YOU BELONG TO?

 10 – 20
 20 – 30
 30 – 40
 40 & above
3) OCCUPATION OF THE RESPONDENTS.
 Service
 Business
 Others
4) INCOME LEVEL OF THE RESPONDENTS.
 10000 – 19000
 20000 – 29000
 30000 – 39000
 Above 40000

5) REASON TO PURCHASE THE FMCG PRODUCT.

 Quality
 Low cost
 Status
 Good service

6) ARE YOU COMPLETELY SATISFACTED WITH THE PRODUCT OF MUSCLE

TECH ?

 Yes
 No
 Not Exactly

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7) AVAILABILITY OF THE PRODUCTS IS IMPORTANT FOR RESPONDENTS.
 Strongly Agree
 Agree
8) EMPHASIS ON QUALITY OF BRANDED PROTEIN.
 Strongly Agree
 Agree
 Disagree

9) IF YES WHY?

 High margin
 Quality
 Relationship
 No reason

10) DO CUSTOMERS LOOK FOR VARIOUS SCHEMES IN THE PRODUCT?

 Yes
 No

11) IF YES WHICH SCHEMES?

 Coupons
 Price Off
 Freebies
 Scratch Cards
 Lucky Draws
 Bundling Offer
 Extra Quantity

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