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Project On

MARKETING

STUDY ON SALES PROMOTIONS ACTIVITIES IMPLEMENTED AT


CONCRETE BUILDERS

Submitted in partial fulfilment for the award of the degree of

MASTER OF MANAGEMENT STUDIES

BATCH 2017-2019

(Under University of Mumbai)

Submitted By:

KARISHMA.K.DAIYYA

MMS (Marketing)

Roll No: 171321

Under the guidance of

DR. SATISH.K.NAIR

MAHATMA EDUCATION SOCIETY’S

PILLAI INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH SECTOR-16,


PANVEL: 410206
CERTIFICATE

This is to certify that project titled “ Study on Sales Promotion Activities Implemented at
Concrete Builders” Is successfully completed by Ms. KARISHMA.K.DAIYYA
during the IV semester, in partial fulfilment of Master Degree in Management Studies
recognized by university of Mumbai for the academic year 2017-19 through
PILLAI INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH
This project work is original and has not been submitted earlier for the award of any degree /
diploma or associateship of any other University / Institution.

Name

Date (Signature of Guide)


DECLARATION

I hereby declare that the Summer Internship Project Report, prepared by me under the
guidance of Dr.Satish.K.Nair is a bona fide work undertaken by me and it is not submitted to
any other University or Institution for the award of any degree / diploma / certificate or
published any time before. I also declare that the report is free of any plagiarism.

Name: Karishma Daiyya


Roll No :171321 Signature of the student
ACKNOWLEDGEMENT

I am using this opportunity to express my gratitude to DR. SATISH NAIR who supported me
throughout the course of this project. I am thankful for his aspiring guidance, invaluably
constructive criticism and friendly advice during the project work.
I am sincerely grateful to Mr.Mahesh Mishra for his guidance and encouragement in carrying
out the project work. I also wish to express my gratitude to the official group of staff
members of Concrete Builders for helping me and giving me the practical knowledge of
corporate world.

.
TABLE OF CONTENT

Serial Title Page


no no
Chapter 1
Introduction about Real estate Industry
Company profile
Chapter 2
Introduction to Sales Promotion
Types of sales Promotion
Sales promotion in real estate sector
Objective of study
Scope of study
Limitation of study
Literature Review
Chapter 3
Sales promotion in concrete builders
Conclusion
Recommendation
Reference
INTRODUCTION ABOUT INDUSTRY

The real estate sector in India assumed greater prominence with the liberalization of the
economy, as the consequent increase in business opportunities and labour migration led to
rising demand for commercial and housing space. At present, the real estate and construction
sectors are playing a crucial role in the overall development of India’s core infrastructure.
The real estate industry’s growth is to developments in the retail, hospitality and
entertainment (hotels, resorts, cinema theatres) industries, economic services (hospitals,
schools) and information technology (IT)-enabled services (like call centres) etc and vice
versa. The Indian real estate sector has traditionally been dominated by a number of small
regional players with relatively low levels of expertise and/or financial resources.
Historically, the sector has not benefited from institutional capital; instead, it has traditionally
tapped high net-worth individuals and other informal sources of financing, which has led to
low levels of transparency.

This scenario underwent a change in line with the sector’s growth, and as of today, the real
estate industry’s dynamics reflect consumers’ expectations of higher quality with India’s
increasing integration with the global economy Now the India’s population is above 121
crore. As shelter is one of our primary needs, this sector is growing in a great way. Most of
the citizens are ready to purchase their own home.

This segment is highly influenced by economic condition of our nation. Residential projects
across cities saw several new mid-income housing projects being launched by developers to
attract potential buyers. Demand for houses mounted as the global economy improved
bringing back financial confidence to the home buyers along with low interest rates. End-
users, who had put their purchasing plans on hold due to the fall in affordability levels and
job-related uncertainties, started booking houses. In India from various sectors, real estate
sector is growing in a m way helped by private banks. These banks are providing house loans
to Indians and NRIs for fulfilling their self or business purpose. In India, most of the cities
like New Delhi, Bangalore, Chennai, Mumbai etc are main centers for business and these
cities are providing more employment opportunities towards jobseeker .Many things are
witnessed in the country for the amazing growth in this sector.

The real estate sector is a significant force in fueling the country’s economic growth, thus
bringing it under the radar of regulatory bodies and governance controls. Rising prices (land,
labour, capital and enterprises) push up construction costs. These conditions beckon the
implementation of a strict management system, as well as the formulation of out of the box
strategies to increase sales. Real estate companies may have to gear up for a major shift in
strategy across the business to accommodate these changes.

The Indian real estate business is still manpower intensive, wherein a huge portion of the
workforce drives construction and a select few steer the direction of a company’s vision.
Acquisition of competent talent and retention is a significant challenge for this sector despite
being the one of the largest employers in the country. Building customer base is another
challenge. A customer typically engages with a real estate developer for a minimum of two or
three years spanning the launch of a project to construction completion to finally possession.
During this period, developers should ensure the creation of a positive experience to enhance
the possibility of reinvestments and referrals, which are the key drivers of sales in the real
estate space.

With the operational costs touching the sky, players should look making optimum use of
technology across the business. The use of innovative technology could help reduce the costs
through energy saving, alternative materials and innovative construction methodology.
Profitability remains the primary goal for all business. To ensure strong performance and
sustainable growth in the face of the numerous challenges, companies should focus on laying
down the right policies and practices. The four core areas of focus remain:

 People and organisation


 Process (focusing customer relationship)
 Technology
 Policy and governance

These four core areas encompass the functioning of the real estate business.
 People and Organisation

The Indian real estate industry is experiencing tremendous growth, which translating into
evolving human resource management trends and skill requirements. With real estate players
relying heavily on technology and mechanization, the proportion of unskilled workmen
needed at a construction site is expected to reduce. An increasing number of developers are
expected to offer the whole range of facility management services, spanning from security,
plumbing, gas pipe and food stores within the residential complex to television cable,
electrical and maintenance service at an additional cost. This trend is expected to generate
employment for people specialised in these services.

The real estate industry is facing many challenges in its people practices. In most cases, there
is a lack of a well defined organization design, leading to a cluttered and unclear grade
structure. Lack of clarity in standard role definition leads to overlaps and redundancies in the
allocation of responsibilities, creating scope for discrepancy.

 Process

Customers today are highly aware of the offerings of the market and expect the best – in –
class service. Unlike the customer seller relationship trends in other industries, customers
maintains long term relations with their real estate developers. Given this large context of
“customer relationship”, developers compete on their customers’ service skill and try
positioning it as a key differentiating factor to build their brand image and make sales
effective. Developers need to monitor their customer service policies due to the following
reasons .Pressure from customer forums/regulatory frame work:

Recent judgments from the competition commission of India and the proposed regulatory bill
emphasize the transparency of communication with customers. Rising competition: Given the
entry of new players (both national and international), real estate companies need to
constantly improve the service delivery to sustain grow in the market. Inconsistent practices:
Treatment of all customers at par is also critical. Developer’s actions or responses to
customers should be company policy driven and not in the case of specific. Customer’s
expectations: Timely and correct update on the project, as well as promptness of response to
customers queries/complaints, is critical to build the confidence and sustain relations with
customers.

An effective customer management process will not only help add to the customer base, but
it will also help achieve sustainable growth for the organization with an increase in the
number of customer reinvestments.

 Technology

A smart building is an integration of building, technology and energy systems. These


systems may include building automation, life safety, telecommunication, user systems and
facility management. The players who cater to the smart building eco system are home
automation providers, building automation providers, service providers, system integrators,
architects and real estate engineering companies.

 Policy and Governance

Typically, the execution of a construction contract at the pre-construction stage qualifies as a


works contract and is accordingly subject to the service tax and VAT. Stamp duty may be
applicable on the sale deed after the completion of the construction. In India, VAT is a state
levy, and the regulatory framework of this tax varies across states. In Karnataka, construction
contracts are subject to VAT if they qualify as works contract as per the following schemes:
Regular scheme : VAT is applicable at the rates prescribed in the schedules to the Karnataka
VAT legislation on goods transferred under the contract Composition scheme: VAT is levied
as a lump sum payment at 4% on total consideration received for the contract. Service tax is
leviable on construction contracts as given below:

 Construction of a complex, building, structure etc., expect where the entire


 construction is received after issuance of completion certificate.
 Services portion in execution of a works contract
 Renting of immovable property service
Company Profile

CONCRETE BUILDERS

A flagship arm of 'Concrete Builders', 'Concrete Builders' was founded by Mr. Suresh
G.Wadhwa in the year 1986. Ever since its inception, the firm has transformed the standards
of living in Mumbai & Navi Mumbai with an array of prestigious residential and commercial
projects. Having garnered immense affection from its discerning customers, our firm has
earned a reputation for itself and has emerged as a trusted name on Mumbai’s real estate
horizon. With landmark creations elevated across prominent locales in the city, Concrete
Builders has created a benchmark for 'good lifestyle'. Residents from reputed government,
semi-government, private and public limited companies, such as, RCF, Air India, BARC,
ONGC, Tata, Reliance etc. and several NRIs, are happily settled in the various residential
projects accomplished by us. It is an overwhelming achievement for us to have positively
influenced so many lives over these three decades.

Over the period of time, the company has made a valuable contribution to gracious living
with a line up of prestigious residential and commercial projects in Mumbai & Navi Mumbai.
It has made a reputation for itself in terms of quality construction, value-for-money
accommodation and timely completion of its projects. Through its hard work, the company
has also won the trust of hundreds of happy families which now proudly occupy its projects.
The Group has so far developed 3.5 million sq. ft. of saleable area. This includes residential
and commercial cum residential buildings, housed by its satisfied clients mostly from reputed
government, semi-government, private and public sector. The company has left its mark on
the posh locality of Union Park, Chembur, through its prestigious project "Sai Samman" and
well-crafted project called Sai Satkar" on Station Avenue Road, Chembur. The Company has
two more gems namely "Sai Sej" on 11th Road in Chembur and a very large project
comprising of twin towers of 14 floors, opposite Saras Baug in Deonar, called "Sai Sanskar".
The Company has also completed a commercial project named "Sai Samarth" at Deonar
Village Road, Deonar, Mumbai. The company has recently completed a residential project
named “Sai Srishti” consisting of expansive air conditioned 4 BHK luxurious flats for the
connoisseurs of luxury.

COMPLETED PROJECT ONGOING &


UPCOMING PROJECT

SAI SHARAN(PANVEL) SAI SANSAR


(CHEMBUR)

SAI SAHARA(NERUL) SAI SWAYAM


(CHEMBUR)

SAI SHASTRA(KHARGHAR) SAI SWAROOP


(CHEMBUR)

SAI SADHANA(NEW PANVEL) SAI SAMRUDDHI


(CHEMBUR)

SAI SATKAR(CHEMBUR)

SAI SADGURU(CBD,BELAPUR)
Who Is Behind All This

Mr.Suresh Wadhwa (Chairman)


Mr. Suresh G Wadhwa directly looks after the acquisition of land, planning of projects,
construction activity and quality control of each and every project from start to completion.
Due to meticulous execution of each and every project Mr. Suresh G. Wadhwa has gained
tremendous respect and name in the field. He has successfully retained the goodwill in the
real estate market and has developed a very healthy and respectable list of clients.
Mr.Suresh G Wadhwa is assisted by a team of professionals specialized in key areas of the
construction activity. His team comprises of achievers like, Architect Bansi H. Wadhwa &
Co., Architects, Mr. Shabbir Lilamwala & Mr. Deven Mehta of M/s Homework, M/s
Associated Consultants, RCC Consultants, Advocate Himanshu Bheda & Co., and many
other specialists.

Mr.Rishab Wadhwa (Managing Director) Mr.Rishab Wadhwa joined Concrete Builders in


June 2001, with a vision to implement new concepts and techniques without changing the
core values of the group. His vision is focused on values that today define how the group, in
turn, creates value for customers.
A large part of the group's portfolio spanning over residential and commercial projects is
overlooked by Mr.Rishab Wadhwa. He fine tunes every detail of the project, dedicated to
making it a remarkable experience for our valued customers. Over the last few years, he has
actively taken the hospitality division of the group, 'Hotel Royal Tulip' in Kharghar, to
exceptional heights – making it a name to reckon with.
INTRODUCTION TO TOPIC

Sales Promotion
Promotion is the final element in the marketing mix. After the nature of product isdecided, its
price fixed and the methods of distribution decided, the manufactures has totake effective
steps in meeting the consumers in the markets. In the present consumer oriented markets it is
the duty of manufacturers to know what is required by theconsumer. It is also their duty to
make the customers know where, when how and at what prices. The products would be
available.

Meaning of Promotion
The term promotion is the term and includes mainly three type of sales activity :
 Mass impersonal selling methods (Advertising)
 Face to face personal selling (Salesman ship)
 Activities other than personal selling and advertising such as point of purchase
display(P.O.P.) show and exhibitions, demonstrations and other non securing
sellingefforts.
This form of activity is called ‘Sales Promotion’.
There are two types of promotion blends:-
 Pull Blend
 Push Blend.
Both of these are closely related to the channel of Distribution.

 A pull blend is one in which mass impersonal, sales efforts are given the greatest
emphasis. The purposes of pull blend to pre-sell to the final consumers. So that the
demand the product at the retail level of distribution. The firm adopting this strategy
would spend more on advertising and sales promotion rather than in personal selling.
These efforts pull down the product from the manufacturer
 .A push blend emphasizes personal selling. Naturally firms adopting this method
develop a strong sales force at both the distributor and the dealer level. This method
would tends to push the product through the channel of distribution.

Promotion and Selling


The term promotion is very often used as a synonym for selling. But selling is a narrow term
which includes only transfer of title or personal selling. Promotion on the other hand is
broader in its outlook and includes a variety of activities used ultimately for increasing sales
volume.

Promotion and Sales Promotion

Similarly the terms sales promotion can not be taken to mean what is commonly does. Sales
promotion, is only a part of the promotion. Basically promotion is an "exercise"
ininformation persecution and influence. Promotion has come to mean the over all co-
ordination of advertising selling, publicity and public relations. Promotion is a
helpingfunction designed to make all other marketing activities more effective and efficient.
Butsales promotion as such helps only the selling activity still, there exit same difference of
opinion on the real connection of the term sales promotion.

Sales Promotion and Advertising


There is no universally accepted distribution between these two terms. To sameadvertising includes
all forms of mass media communication directed towardsinfluencing the end consumer. Sales
promotion on the other hand, includes the form of mass communication directed towards information
and influencing the channel of distribution (e.g. distributors, retailers etc.). Hence a price of product
literature distributed by retailers in sales promotion. These sales promotion merges on one side in
toadvertising and on the other in to personal salesman ship. It is concerned with thedissemination of
information to whole salers, retailers, customers (both actual and potential, and to the salesman).

Sales promotion is concerned with the creation. Application and dissemination of material and
techniques that supplement advertising and personal selling. Sales promotion makes use of direct
mail, catalogues, trade shows, sales contests, premiums,samples, windows displays and other aids. Its
purpose is to increase the desire of salesman, distributors and dealers to sell a certain brand to make
consumers more eager to buy that brand. Personal selling and advertising do include prospects to
make thesedecisions. Sale promotion provides an extra stimulus

Sales Promotional at different levels1. Sales promotion at Dealers Level :-

It may include various schemes some of which are discussed here.

(i) Advertising Materials:-

The advertising material prepared by the company such as store signs, banners, shelf signs, board etc.
are distributed to sub dealer for display purposes this is in fact a method of advertising.

(ii) Store Demonstration:-

In the promises of the whole sellerr or the retailer the products sales personnel will conduct special
demonstration for the companies product. A personal demonstration is good to introduce a new
product at its peculiar advantage can be high lightened and the consumer’s doubt clear. It can be used
to rest an old product. A good demonstration with a great dealer of action will draw heavy crowds in
to the store and will attract attention to the product.

(iii) Special Display and Shows:-

These are in seasonal in character but could be arranged in an elaborate manner and for all the
products of an company. Usually these are arranged along with trade fair and exhibition. Besides
effecting sales these shows impress the company’s name generally on the public.

Sales promotion at consumer’s level

The various schemes of sale promotion at Consumer’s Level may include.

1. Coupons (A Chit of Stated Value):-

These are given directly to the consumer these coupons are in most cases kept inside the package. The
consumers many receive a price reduction of the stated values of the coupon at the time of purchase.
The retailer receives reimbursement for the value of the coupon form the manufacturer. Coupons act
as a short run stimulus to the sale of the product, since they are directly tied with the purchase of the
item. They encourage the retailer to stock the product. What is important is that a coupon offer does
not spoil the named price of the brand nor does it un pair the margin of the dealers. But it is not easy
to measure the effectiveness of a coupon offer. One over knows how many customer would have
bought the product without the incentive. It is also difficult to find out how many customers were held
after the coupon offer expired.
2. Price-off-offer (Also known as bargain offer price packs):-

This offer is intended to stimulate the sales during a slump season. In this method the customer is
offered a reduction from the printed price list. It is also used when a substitute for competing product
enters the market. Many experts on sales promotion fed that ‘Off Schemes’ are among the weaker and
less desirable methods of promotion. These can be trade resentment particularly when the retailer
raises the price to retain his margin. Secondly that is not conductive to building up brand loyalty.
Consumers may simply shift to the products that offer this scheme.
Description of Types of Sales Promotions

Sales promotions are designed for different purposes and different target audiences: retailer, trade and
consumer. Retailer promotions are offered by retailers to consumers to increase sales for the item,
category or store. Trade promotions are offered to members of the channel distribution (called the
trade) and are designed to stimulate the channel members to offer promotions to consumers (retailer
promotions) or the channel member’s customers. Consumer promotions are offered directly to
consumers by manufacturers and are designed to stimulate the 4 consumer to make a purchase at
some point close to the time of the receipt of the consumer promotion. Figure 1 shows the
interrelationship between the types of promotions.

Because of the growth of the Internet, Internet promotions have become prevalent for both consumer
and retail promotions. We separate out these promotions because the medium is interactive and offers
new capabilities to firms through the vast information now being provided to manufacturers and
retailers. Retailer Promotions The key elements of a retailer promotion are price discounts, the
medium in which price discounts are offered, communications of sales promotions and objectives of
the promotion

Price discounts can take different forms ranging from straight price discounts to buyone-get-one free
(BOGO’s), to frequent shopper card discounts, to buy A and get a discount on B (bundled promotion).
Commonly used discounts are listed in Table 1 with a brief description of each.

Different types of price discounts have different effectiveness and result in different types of
behaviour. For example, three for $2 has a greater impact on sales than a price discount of $.67
because consumers tend to purchase three units. Rebates result in “breakage” which means consumers
respond to the rebate but do not send in the requisite documentation to receive the rebate. The next
issue is what medium the retailer uses to provide price discounts. One option is simply to offer a
discount in the store. Alternatives include frequent shopper card discounts available at the store or
redemption cards sent to the shopper’s home to be redeemed on the next visit. The relative merit of
the medium chosen depends upon the retailer’s objective.

Frequent shopper discounts reward “regular shoppers.” Mailed discount cards drive shoppers into the
store. These media vehicles are not mutually exclusive. Communication of the promotion is very
important. Retailers use in-store signage, displays and periodic (weekly) fliers / feature advertising to
communicate discounts. Obviously, it is very important to communicate price discounts so shoppers
recognize them. For large discounts, retailers will have some form of display. For small discounts
they will use in-store signage (e.g., shelf tags). Manufacturers often fund retailer communications
through co-op advertising funds which we cover in the next section.
The retailer can have different objectives associated with promotions. One of the most common is to
generate traffic (customers visiting the store). The choice of the products / brands offered on the
promotion and the level of discount offered greatly influences the amount of traffic generated.
Products / brands that have high penetration levels and high frequency of purchase are often very
good traffic generators for grocery, drug and mass retailers. Obviously, the greater the discount level
offered, ceteris paribus, the more traffic that is generated by the promotion.

Besides traffic generation, another key objective of promotions is to sell excess merchandise that is
caused by overstocking. After Christmas or after major holiday promotions to clear unsold holiday
merchandise are very common. Airlines have unsold seats during a specific day, week or season and
offer special promotions to sell those seats because they are “perishable.” For a more complete
discussion of this area, see the chapter on markdown pricing in this volume. . Promotions have other
purposes beyond just driving customers into the store and selling unsold, perishable inventory.

They can be used to increase category profitability by switching consumers from lower to higher
margin products or they can be used to generate trial for a new product or a product category that has
low penetration levels (For a more comprehensive list of retailer promtional goals, see Blattberg and
Neslin, 1990) In summary, retail promotions are a very powerful sales tool. Many retail promotions
are driven by trade promotions offered to the retailer by manufacturers and they are described in the
next section.

Trade Promotions

Trade promotions are used by manufacturers to achieve objectives such as generating a price decrease
by retailers to consumers or gaining distribution for a new product. Manufacturers offer retailers trade
promotions to stimulate them to offer retail price discounts and communicate the discounts to
consumers.

Trade promotions use various price discounting mechanisms and incentives to gain price discounts,
displays, in-store communications and space in the retailers’ advertisements. Trade promotions have
specific objectives and forms of incentives offered to the retailer. The mechanisms by which these
objectives are met are imbedded in the type of trade promotion offered and the requirements placed
on the retailer. The issue of channel coordination is covered in more detail by Kava and Ozer in the
chapter on "Pricing Contracts" in this volume.

Typical Trade Promotion Objectives

 Gain or maintain distribution


 Obtain temporary price discount
 Display product
 Include product in retailer’s advertisements
 Gain market share from competition
 Increase sales
 Reduce inventory
 Sell off old or obsolete inventory

There are a number of types of trade promotions incentives offered by manufacturers. We cover the
most common types: off-invoice, scan-back, accrual funds and slotting fees. The most widespread
trade promotion is off-invoice promotions in which the manufacturer offers a discount to the channel
(e.g., retailers) so that the channel will offer a price discount to the consumer. This type of promotion
has two key issues: pass-through and forward 9 buying. Pass-through is defined as the amount of the
discount that the channel passes along to the consumer in the form of consumer discounts. Forward
buying occurs when the retailer buys more during the promotional period than they intend to sell to
consumers. They may either stockpile the additional inventory to sell in later periods at the regular
price, or divert (i.e., resell) the excess inventory to other retailers. Some or the entire stockpiled
product is then sold at regular prices.

This leads to lower profitability of the manufacturer’s trade promotion. To overcome some of the
problems associated with off-invoice promotions, manufacturers have developed several alternative
trade promotions. One is called a scan-back promotion in which the manufacturer offers the retailer
payment for all the units sold during a specific week at a pre-specified discount to the consumer. It is
measured using the retailer’s scanner (Point-of-Sale or POS) system. The advantage of this type of
trade promotion offer is that the manufacturer pays only for those units sold on promotion and not
additional units purchased by the channel at the discounted price. The disadvantage is that it requires
obtaining the unit movement from the retailer’s POS system and that requires the manufacturer to rely
on the accuracy of the system and the honesty of the retailer. In markets that do not have POS
systems, scan-back promotions cannot be used.

An alternative to scan-back promotions, also designed to limit forward buying and diverting, is
accrual funds which are based on the number of units sold in a prior period to determine next period’s
funding level. Accrual funds generally are allocated jointly by the retailer and manufacturer to meet
certain sales and profit objectives in the relevant spending period. For most trade promotions that
offer price discounts to the retailers, allowances are offered for feature advertising (ads by the retailer
identifying the price discounts) and display.

These funds are generally called cooperative funds and are used to entice the retailer to communicate
the price discount on the manufacturer’s products and to put up special displays in the retailer’s stores
to communicate that the product is available at a discount. Retailers often have “price lists” in which
they indicate to manufacturers exactly how much it costs for a specific size ad and for a specific
display type. A variant of cooperative funds is for manufacturers and retailers to market and jointly
promote the product.

A retailer may decide to run a Fourth of July day special and contacts manufacturers to receive funds
to partially pay for their ad and displays linked to the holiday. Slotting fees are another form of trade
promotion with a very different objective – gain distribution for a new product or additional SKU’s.
The retailer charges the manufacturer a slotting fee to cover the cost of stocking and managing a
manufacturer’s new product introduction.

The original purpose of slotting fees was to cover the retailers’ new product introductory costs such as
removing products from the shelf and replacing them with the new items, reclamation costs of the old
items that were removed, the inventory risk of carrying new items if they do not sell and the
warehousing and administrative costs of adding new items. Slotting fees are very controversial and
have been studied by regulatory agencies who argue in some cases that slotting fees limits
competition from smaller manufacturers and for smaller brands being introduced

Type of Retail Promotion Description

Price Reduction Retailers temporarily decrease prices on product

Retailer Coupon. Retailers issue coupons for product in their


advertisement or on the shelf
Free Goods The consumer receives free goods as the
discount. It includes buy one get one free (or buy
X get Y free), as well as promotions where goods
in complementary categories are given away
(e.g., salsa for tortilla chip purchase).
Sweepstakes The consumer is entered into a contest where
they have the chance of winning cash or other
prizes.
Free trial Consumers are given free samples of the product
to encourage purchase of a new product
N-For The retailer offers a discounted price for the
purchase of a set number (N) of items purchased,
e.g., three for $1.
Discount Card Consumers sign up for a card that tracks their
purchases. In return, the retailer provides
discounted prices on some items in the store for
only those consumers with the card.
Rebates Consumers receive notices of a rebate at the shelf
or display and then mail in proof of purchase and
the rebate form
Bundled Promotion The retailer gives the consumer a discount for
purchasing products from complementary
categories (e.g., hamburgers and ketchup).

Consumer Promotions

Consumer promotions are promotions from a manufacturer directly to consumers. In the US the most
common forms are rebates and coupons. In other countries, contests and sweepstakes are more
prevalent. More and more consumer promotions are being offered on the Internet. The purpose of
consumer promotions is for a manufacturer to communicate a discount directly to the consumer and
avoid intermediaries (e.g., retailers) who may not provide the discount the manufacturer wants. In the
design of consumer promotions, the critical decisions are medium, redemption system, restrictions
and breakage.

The medium used varies by type of consumer promotion. Print and the Internet are very common
media used for consumer promotion because the promotion can be printed. Handouts, on-pack and in-
pack promotions are also used. The redemption system is very important to avoid fraud. Coupons in
the US are managed through a complex clearing house system. Rebates are often sent to clearing
houses as well.

The difficulty is that retailers can misredeem the discount delivery vehicle (e.g., coupon) without a
redemption, i.e., submit coupons for redemption that were not submitted by consumers with
purchases. In the US, misredemption of coupons is a serious problem. Misredemption and fraud are
reasons that consumer promotions can be ineffective. Many consumer promotions have restrictions to
limit long-term liability. Statements such as “good until June 30, 2010” restrict 13 the term of the
promotion. Restrictions can also take the form of “only one per customer” though those are very
difficult to enforce.

One of the advantages of consumer promotions is breakage, which is the difference between the
number used to induce a purchase and the number redeemed. Breakage is very common for product
rebates. Consumers need to send in proof-of-purchase (receipt) and the rebate document to a specific
address. Many consumers will purchase based on the rebated price (retail price minus the rebate) but
fail to send in the rebate because of the time required or the loss of the purchase receipt or rebate
form. Breakage can increase the profitability of consumer promotions because it results in a higher net
price. Consumer promotions have significant advantages and disadvantages relative to trade/retailer
promotions.

The primary advantage is that the manufacturer has control over the offer received by the consumer.
When a promotion is offered through the retailer, generally the manufacturer does not have control
over the price being offered to the consumer, though this varies by country. The primary
disadvantages are the low redemption rates (free-standing insert coupons in the US average about 1.5
to 2.5% redemption rates) and the cost of distributing the offer.

Internet Promotions

Retailers and manufacturers can use the Internet as a vehicle for targeting and reaching customers
with promotions. Unlike direct mail, the Internet is a virtually zero-cost communication vehicle. If a
customer is willing to provide his or her e-mail address, then the firm selling the goods or services can
reach the customer at a low-cost.

Offering highly targeted promotions which were very expensive using mail or other distribution
systems becomes almost 14 costless when using the Internet. The other important method of the
distribution of discounts using the Internet is websites. Many manufacturers or third-party sites offer
consumers discounts on purchases of products. Consumers can print coupons, use codes or other
mechanisms to obtain discounts.

The implication of a low-cost communication vehicle for offering targeted promotions combined with
a wealth of consumer information available on the internet is that the types of promotions will be
much more selective. This means a critical research area is to determine the value of targeted
promotions versus mass promotions (see e.g., Rossi et al., 1995). Models are also needed to determine
what types of offers should be provided to different segments of the market. Whether firms will ever
be able to offer one-on-one promotions is an open question because of the cost and sophistication
required to provide the relevant analytics.
Sales Promotion in real estate sector

Sales promotion is a type of Pull marketing technique. If you have a product which is new in
the market or which is not receiving a lot of attention, then you can promote this product to
customers via sales promotions. You can use various techniques like giving discounts on the
product, offering 1 + 1 free schemes, etc etc.

When a brand wants to increase the sales of its products, it uses Sales promotion.
The brand can increase the sales by attracting new customers to their products or by retaining
the old customers by various means. The company can also motivate the dealers and
distributors of their channel to perform better for their brand, and to get their stock moving.

There are two types of Sales promotions

a) Consumer sales promotions

Any sales promotion activity that you do keeping the end consumer in mind is known as
consumer sales promotions. Example – if an E-commerce website gives 10% discount on its
products, then it wants the consumers to make the best of this deal. This is a consumer
focused promotional activity and hence can be called as consumer sales promotions.

The objective of Consumer sales promotions might be various. A consumer might be asked to
test a sample of a completely new perfume in the market and rate it. An existing customer
might be asked to use a Scratch card so that he receives a gift.

At the end, the result should be an action from the consumer. Either the consumer
should purchase the product right away, or he should come to know about the product so
that further awareness is created for the brand.

b) Trade Sales promotions

If your promotional activities are focused on Dealers, distributors or agents, then it is known
as trade promotions. There is a lot of competition in any field. And in channelsales, to get the
products moving and to motivate the dealer to perform better, trade discounts are given.

Example – You are a dealer for Televisions. Now Sony comes and tells you, you will be
given 5% discount if you cross a sale of 100 televisions. Naturally, you will be very
motivated because 5% in television sales is huge. Plus selling Sony TV’s is easy because it is
already a brand. Thus, you divert all potential customers to Sony Televisions so that you can
achieve the target.
Similarly, there are other types of trade sales promotions which can be used to motivate the
dealer and distributor. More such techniques of sales promotions are discussed below.

As the noise of competitors rises, you will find more and more companies using sales
promotions techniques. The advantage of sales promotion is that they are not too expensive
for the company when compared with ATL advertising mediums like Television or
newspaper. Hence, even small businesses use it quite effectively.

Types of Sales promotions – Sales promotion techniques.

Below are some of the most common type of sales promotion techniques used across all
industries. Some industries, like FMCG, see a lot of these techniques being implemented
simultaneously mainly because of the sheer volume of business as well as because of the
competition in FMCG. Other businesses, like Consumer durable, furniture etc also use a
combination of these sales promotion techniques.

Let us delve deeper into each of these types of sales promotions.

1) Discounts – Trade / consumer

The most common type of sales promotions is consumer discounts or trade discounts. I don’t
even need to to explain this to everyone because we are bombarded with discount offers
everyday. Be it E-commerce stores, retail stores or anything else. The reason discount is most
used is because it actually works!
If there is a 10% discount on the product for the consumer, then it is known as consumer
discount. However, if there is a 10% discount to the dealer when he is purchasing from the
company, it is known as trade discount.

In trade discounts, the dealer may or may not forward the discount to the customer. It is not
necessary that the dealer will give additional 5% discount to customers when he is himself
receiving 10% additional discount. However, many dealers know the importance of achieving
sales volumes hence they pass on discounts to customers whenever they receive trade
discounts.

2) Gifting

One of the most common ways to promote your store during festival time or when there is a
huge walk in expected is Gifting. It is also a way to increase the sales of the products because
customers have an anticipation that they might win a gift from the store.

Another popular way to use gifting is to advertise “Assured gifts”. Basically, you have
different gifts on offer like a mixer grinder or a steam iron. A customer who purchases a set
amount of products will get the “Assured gift” from you. This creates excitement in the mind
of the customer and he received something for “free”. He might visit again and again.

3) Coupons
Quite commonly used to motivate people to purchase when they think the price is high or it
can be incentive to buy your product above the competitors. Domino’s, Pizza
hut and McDonalds very prominently use coupons in their marketing. If you have their
coupon in hand, you get a discount of X amount on the purchase.

What the coupon does is, it instigates you to take action. If today i get a coupon saying i will
get 10% off on whatever i purchase from an XYZ store, then i will surely get off my butt and
go purchasing. I will purchase all those products anyways. But the coupon got me purchasing
from the XYZ showroom. That’s the objective of the coupon which it has accomplished.

4) Financing

Financing is ingenious amongst the various types of sales promotions. It is a combination of


various factors. Companies which have huge resources generally act as Financers. They allow
customers to purchase a product on EMI or on different financing options. All this happens
for a minor processing fee and less interest.

As a result, the customer, who does not have complete money to buy the product, will likely
purchase the product using financing options. Such financing helps the dealer to liquidate the
product faster and also helps the customer in making purchasing decisions.

5) Sampling
It is predominantly used in the FMCG industry for perfumes, deodarants, soaps or even
eatables. Sampling is an excellent way to introduce your product in the market and at the
same time to increase the awareness of the product.

The customers who are being targeted by sampling carry a huge ** lifetime value **. Once
they get hooked onto your product, they won’t leave it that early. Hence, Sampling might be
of higher cost to the company but it is quite successful in the various types of sales
promotions.

We see bundling strongly in retail where a shampoo might be bundled with a soap or we can
see a bundled combinations of many different items. The disadvantage of bundling is that
customer might think one of the products is of poor quality. However, if the products are
bundled together and both products are of an excellent brand, then the bundled product will
sell much higher quantities and will defeat competition in numbers. Hence, Bundling is
commonly used as a type of sales promotion.

7) Contests

There are different forms of contests which can be run to gather more customer information
or to motivate the customer to try the product or to create awareness about the new retail
place. Contests can be as simple as winning a gift through a scratch card, or it can be an in
house game in a retail showroom or it can be an online contest for which users have to enter
their information.

Due to the phenomenal rise of the internet, online contests have become very easy and
important. They also penetrate faster and reach a lot of customers.

8) Refunds & Rebates


As the name suggests, refunds are a marketing tactic when you get a partial amount refunded
to you based on an action you have taken. For example – if you bring the parking ticket to the
showroom, your parking amount will be refunded by the store. Such refunds make the
customer excited to visit a store.

Similarly, rebate is a type of partial refund which is most popular in the United states, though
not much popular in other countries. In rebates, you fill forms while checking out of stores.
And if you have won the rebate, you will have to mail your details to the company and the
company will refund

11) Email Marketing

Email marketing was, is and is touted to always be one of the best ways to promote your
business. It is one of the most commonly used types of sales promotions across the world
because of its ease of implementation and because of its penetration. Each and every one of
us has an email account which we access regularly. Thus, an Email is personal to us when
received in our phone and we are bound to check it out.Chances are, email marketing bundled
with an exciting and irresistible offer can really entice the customer in purchasing your
product. As a result, Email marketing is actually widely used, be it online industry or offline.

12) Exhibitions

More commonly used in Food, Jewellery, Clothing, Chemicals and similar such industries
where sellers want to showcase the products they have to their buyers. These buyers might be
consumers or they may be industrial buyers. An exhibition generally consists of one player
who is exhibiting his goods. However, it can also be a combination of players who are all
there to showcase their wares.
13) Trade Shows

While exhibitions are targeted towards individual buyers, Trade shows are targeted towards
resellers, dealers, distributors and bulk buyers. A trade show is typically a display point for
all top companies within an industry. These companies are there to compete and grab the
maximum eyeballs of retailers, dealers and distributors. While Exhibitions
are concentrated mostly on individual buyers, trade shows are concentrated towards bulk
buyers.

14) Demonstrations

One of the most popular products to be sold through product demonstrations were vacumm
cleaners which used to be sold house to house. However, because of privacy concerns, such
type of promotional activities were stopped. Instead, now you will see water purifiers being
promoted through demonstrations in malls, showrooms and other places.

Demonstrations are an excellent way to create more awareness of the product and to make
customers comfortable towards a technical product. Technicality of the product can be a
barrier to purchase. By demonstrating the actual working of a product, you are removing a
barrier to purchase. Hence demonstration is a type of sales promotion mostly used for
technical type of products.

15) Continuity programs

One of the best example of continuity programs is the frequent flyer program introduced by
most airlines. These airlines give more “miles” to the customers who are flying more and
more with the airline. Because you are awarded gifts the more you fly with one airline, you
are likely to continue flying with that airline so that you receive more miles.

Another example of the continuity program is when a super market advertises that customers
who buy 5 times in this month from that super market will get a gift. This ways, the customer
will not shift anywhere else but will do shopping from that super market. Such continuity
programs not only aim at getting new customers, but they also retain old customers
effectively.
16) Quantity Discount

The more quantity of the product you buy, the more is the discount. So for example, a single
soap may cost $1 but a combined package of 5 units of soap might cost you $4, giving you a
20% discount on the purchase. Such type of quantity discount is common for customers.

However, the quantity discount is not applicable only to consumers. It is also applicable in
trade where a dealer or distributor might be given a discount of 5-10% if he purchases a
higher quantity of product. So, a kitchen appliance distributor might be given a discount if he
buys higher number of units in the festive season. The higher he sells and the more
aggressive he is, the better he will earn.

Above are all the different types of sales promotions. Each and every business is different and
therefore, the type of sales promotion used by each business needs to be different. Being a
competitive world, most companies use a combination of various sales promotional methods
to defeat competitors, attract and retain customers and most importantly, to increase the sale
of their products or services
OBJECTIVE OF STUDY

Objectives of the Study

 To know the existing techniques of sales promotion used by the company.


 To find various sales promotion tools influencing consumer buying decision.
 To understand the level of satisfaction towards the sales promotion techniques.
 To give the viable suggestion for improving sales promotion techniques.
 A highly competitive environment constantly forces sellers to use different
marketing tools and strategies to win new customers and thereby increase their
profitability.
 Sales promotion is one of the best tools for attractin new customers and hold the
old customers including marketing activities to add product value for a limited
time, to stimulate consumer purchases and the effectiveness of intermediaries
 This tool of the promotional mix helps not only builds customer loyalty to the brand
but also leads to increased sales
 In order to survive in the current situation of serious competition, sellers also
use other marketing activities such as advertising, public relations, personal sales,
direct marketing.
SCOPE OF STUDY

As consumers have developed a resistance to advertising, the use of sales promotion has
increased. There is scope for a variety of activities with sales promotion and companies seek
to create a promotion that singles it out from competitors. Advertising is partly restricted by
the media that can be used.

The role of sales promotion is to encourage purchase by temporarily improving the value of a
brand. However, it is part of the overall marketing mix and should tie in with advertising,
product performance and pricing. The purpose of advertising is to improve dispositions
towards a brand, while the objective of sales promotion is to translate favourable attitudes
into actual purchase. Advertising cannot normally close a sale because its impact is too far
from the point of purchase, but sales promotion can.

Sales promotion is often managed in isolation from other elements of marketing, because
there is the need to gain shelf space through retailer support and in this context it is referred
to as ‘the silent salesman’.

Collectively, these tools of sales promotion are often referred to as ‘below-the-line


promotion’ which contrasts to advertising which, as discussed earlier, is termed ‘above-the-
line’ expenditure. We now describe and discuss some of the more frequently used tools of
sales promotion. With such variety of techniques, we need to be sure that the planning of
sales promotion is systematic, so the key steps in planning sales promotion, along with
appropriate techniques, are now discussed.

Planning sales promotion

The starting point is the identification of the target audience and the specific objectives that
the sales promotion intends to achieve. Sales promotion can be aimed at one or more of the
following:

 consumers;

 the ‘trade’ (retailers, wholesalers, distributors etc.);

 the sales force.

In consumer sales promotion, typical objectives include encouraging customers to switch


brands, to try a new product or encourage heavier purchase/consumption. Much of the
literature on sales promotion relates to the use of this tool in markets for fast moving
consumer goods. It is also prevalent and effective in industrial product markets, through the
use of, for example, trade fairs, executive gifts and sponsorship. Sales promotion can play an
important part in a market where competition is fierce and where relatively minor
‘incentives’ to purchase might swing the balance in favour of a particular supplier.

In trade sales promotion, objectives might include encouraging the trade to stock a new line
or exhorting them to put more effort into selling a company’s brands to the final customer.
Naturally, the trade will only be interested in doing any of these if it is profitable. Because of
this, effective trade sales promotion needs to be supported by imaginative marketing,
including sales promotion efforts to the trade’s customer. More importantly, the trade will
need to be convinced that there is a market for the product.

Promotion aimed at motivating the company’s own sales force might include these
objectives: stimulating greater effort to support a new product launch, encouraging the
opening of new accounts and encouraging more visits per day. We see that achieving a given
objective may require targeting sales promotion at various parties. Where this is the case, it
needs to be effectively co-ordinated and controlled along with other elements of the
marketing and promotional mix. The next step is to select the most appropriate and cost-
effective sales promotional tools. There is little empirical evidence to suggest which tools
work best in which situation and why. As an indication of the types of sales promotion tools
available for each target audience, we outline the major ones used for consumers, trade and
the field sales force.
LIMITATION OF STUDY

As the whole study is based on experiential and observation so there can be some assumption not
matching with real impact or can be different from other’s percpective and is limited only upto the
area where observation is done and can be different from actual condition

However, self-reported data can contain several potential sources of bias that you should be
alert to and note as limitations. These biases become apparent if they are incongruent with
data from other sources. These are

 selective memory :Remembering or not remembering experiences or events that


occurred at some point in the past

 Telescoping Recalling events that occurred at one time as if they occurred at another
time

 Attribution The act of attributing positive events and outcomes to one's own agency,
but attributing negative events and outcomes to external forces

 Exaggeration The act of representing outcomes or embellishing events as more


significant than is actually suggested from other data
LITERATURE REVIEW

Sales promotion is one of the five aspects of the promotional mix. (The other 4 parts of the
promotional mix are advertising, personal selling, direct marketing and publicity/public relations.)
Media and non-media marketing communication are employed for a pre-determined, limited time to
increase consumer demand, stimulate market demand or improve product availability. Examples
include contests, coupons, freebies, loss leaders, point of purchase displays, premiums, prizes, product
samples, and rebates. Sales promotions can be directed at either the customer, sales staff, or
distribution channel members (such as retailers).

Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions
targeted at retailers and wholesale are called trade sales promotions. Some sale promotions,
particularly ones with unusual methods, are considered gimmicks by many. Sales promotion includes
several communications activities that attempt to provide added value or incentives to consumers,
wholesalers, retailers, or other organizational customers to stimulate immediate sales.

These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in
sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests,
rebates, and sweepstakes. The review of the scholar are as follows: VV Subha Rao (2017) India has
recognized the importance of S&T with the Science Policy Resolution of 1958 and the Technology
Policy Statement of 1983. She is concentrating on the development of indigenous technology together
with the effective absorption and adaptation of appropriate imported technology. To this end many tax
incentives have been given to private sector industry, and other aids to the public sector, to set up
R&D units. India has achieved self-reliance in several areas and near self-sufficiency in many other
through the promotional measures taken by the government and the active role played by industry.

Promotion is one of the key factors in the marketing mix and has a key role in market success.
Promotion is used to ensure that consumers are aware of the products that the organization is offering.
The promotional mix is the combination of the different channels that can be used to communicate the
promotional message to the consumers. The channels to be used are; advertising, direct marketing,
public relations and publicity, personal selling, sponsorship and sales promotion (Rowley, 1998).

One of most important of channels is sales promotion. Sales promotion is action focused marketing
events whose purpose is to have a direct impact on the behaviourr of the firm’s consumers. There are
three major types of sales promotion: consumer promotion, retailer promotion, and trade promotion.
Consumer promotions are promotions offered by manufacturer directly to consumers (Blattberg and
Neslin 1990). Throughout the world, sales promotion offered to consumers are an integral part of the
marketing mix for many consumer products (Huff and Alden 1998, Chandon et al. 2000). Studies that
strive to understand the impact of sales promotion on consumers are very important. Thus, sales
promotion tools are amply employed by retailers and manufacturers to achieve their commercial
objectives in terms of sales volumes, market share, category penetration, and so forth.
SALES PROMOTION TECHNIQUE USED BY CONCRETE BUILDERS

Sales promotion is one of the promotional mix elements, its a technique impacting the buyer
through personal communication and a system of market instruments to provoke or accelerate
the purchase with short-term effect. It includes marketing activities to add product value for a
limited amount of time in order to stimulate consumer purchases and intermediary
performance. Sales promotion consists of a variety of tools, usually short-term, designed
to promote faster and/or greater purchase of certain products or services by buyers or
sellers

There are various sales promotion activity conducted at concrete builders such as

 Inviting Channel partner for Launch Event


 Launch Event
 Exhibition
 Chocolate distribution
 Inserts in the newspaper
 Formal Invitation To channel partners
 Calling
 Gifting

Inviting Channel partner for Launch Event

 Concrete builders wanted to invite various channel partner in Launch event of their project
and want to get in board them so for this list of channel partner was given and calling is
started and for this channel partener of Andheri,
Ghatkopar,panvel,vashi,chembur,Govandi,Kharghar,nerul were invited and some of them
came for the visit.

Launch Event

 Launch event is organised by concrete builders for the first time as concrete builders want to
promote and market their upcoming project. because of last yerars they were busy in their
hospitality projet so the residential projects gets neglected and they lost contact of various
channel partners so to enter again in residential project and to gain contach they have
organised a inauguration event for channel partners which was for period of 1 month starting
from 15 of December which goes upto 10 january and in this event they have organised a
lunch or breakfast for starting of 3 days for visitors and alsopositive vibes are created in this
event with proper arrangement, music and through token of love which consisted choclates
and broucher of project to create the impression.

EXHIBITION

 As the response got from channel partner and the number of visitors were less so another
promotion or marketing activity is conducted which is stall installing and for this we met to
various marketing head of Golf club, mall, RCF colony,Tata colony and after having word
with them we decided to conduct this marketing activity at selected places such as

I. Golf club:
In chembur we Organised a stall in golf club where that club is completing one year so party
is organised by this club and so many people visited who are the member of that club and
those were the target audience for us . and Due to this stall some came to know bout the
project and we have given them the brief information and invited for site visit.

II. Tata colony:


The event is conducted at tata colony in chembur where the stall is installed near colony gate
so people passing by will get to know about and the people who are looking for property will
be targeted and some of the people came and inquired about the project and also visited the
site.

III. Jain temple


As one of the project of concrete builders named “Sai Sansar” is near the jain temple so for
this promotion is done at jain mandir where the people coming for darshan were the target
audience.

IV. RCF colony;


The Rcf colony is located in chembur and here also stall is installed and sales promotion is
done.
CHOCOLATE DISTRIBUTION

 Chocolate Distribution is carried out in existing societies of concrete builders and others
nearby societies where with chocolate formal invitation is given to the people and some of
them came to visit the site.

INSERTS IN THE NEWSPAPER

 To make people aware about the project and to promote the project Inserts about the project is
provided in the newspaper and this marketing activity is carried out in various society with
permission of societies such as RCF Colony, Tata colony and many more societies and the
impact of this marketing activity was huge most of the people came for the visit

Formal Invitation

 After the calling invitation also some of the channel partner(CP) not visited so management
decided to formally invite them personally with their permission and for this calling is done to
take the appointment of CP and after that we visited their offices and personally invited them
and with this gesture some of the CP Impressed of concrete builders and visited the site.

Calling

 After targeting new audience concrete want to focus on existing clients and for this calling is
done and project information is given them and appointment is booked for those who were
interested.

GIFTING

 As a Token of love chocolate with the detailed broucher of project is provided to the visitors
and some of them felt this is special gesture towards them.and positive vibes is created.
Conclusion

concrete builders has Re-Entered the residential sector after some years as due to the project Royal
Tulip they are away or neglected residential market for some time. But this time they were sure about
the target they want to achieve and this time they have chosen that they will not usethe old marketing
methods where whole of the business of residential sector going on the basis of word of mouth
publicity and only with selected pateners. So they decided to go for marketing campaign for this they
hired marketing manager and planned to go for event where for 1 month they will invite the channel
partners of different areas and also some marketing activity also will be conducted so some marketing
mba students also hired for internship period.

In this period various activity is conducted and response from the public was also good and the
planning become successful as again the concrete builders created their impact on publicand on real
estate market people became aware about the projects which are going on by concrete builders and
due to the personal invitation most of neighbourhood societies public and the people living in
chembur and govandi will came to know about the concrete builders and various project of them as
the target of sales is not acheieved that much but atleastawarness and presence of concrete builders is
created in market and it will be benefitial for long term as this is the base which is created and now as
marketing of concrete will be continued then in short period of time only concrete will become
popular in market.

But they should also carried out some innovative and new marketing strategy so they can target large
audience in less costs and it can be digital marketing because nowadays most of people are active on
social media so eventually people will came to know about project through social media so concrete
should made their brand more active on social media and also through offline marketing promote their
project and brand.
RECOMMENDATION

Concrete builders is huge brand but somewhere people are not aware about this brand only in
Kharghar because of their lavish Restaurant Royal Tulip they became famous but other than
this most of people are unaware about concrete builders and their project so for making
awareness and to promote

 They should start marketing campaign other than chembur.


 Marketing campaign going on has narrow reach so it should be broader covering
various areas.
 Digital marketing is also needed.
 They can explore in other areas rather than Navi Mumbai.
 Central Mumbai is also one of the option available at concrete builders.
 Should go for affordable housing segment as most of people needed it and
government also supporting such project.
 Commercial segment is also one of the option available at concrete builders.
 Should make presence of their brand in Mumbai metropolitan region.
 Should involve in competition as sometimes it is needed and good for company growth.
 Concrete can try various promotion activity and can increase sales.
REFERENCE

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