A Study On Promotional Strategies Of Kent Water Marketing Essay

The Sales promotion strategy of KENT WATER PURIFIER’S is not the mark in the industry, to know the unique system to do effective sales compared to other players. So the comprehensive statement of the problem can be stated as a study on sales promotion strategy of an Organization in Bangalore

2. OBJECTIVES OF THE STUDY

To know the promotional strategies of KENT WATER PURIFIER’S.

To understand & measure the impact of advertising in the market.

To measure the effectiveness of promotional activities for a particular product class and corporate advertising.

To understand and measure the affect of promotional strategies in brand-building, brand re-call and finally the choice of a plan while buying it.

To understand the attitudes and perception of respondents towards the brand image of the insurance products.

To know the present consumer trend prevailing in the market.

To study respondents brand awareness towards insurance products.

3. LITERATURE REVIEW

DEFINITION OF MARKETING :

P.Kotler defines Marketing ” As the set of human activities directed at facilitating and consummating exchanges. The essence of marketing is exchange of products and the transaction is to satisfy human needs and wants”.

MARKETING MIX :

It is the set of controllable marketing variables at the firm blends to produce the response it wants in the target market. The variables can be collected into four groups known as 4 P’s. These 4 P’s are :

Product Mix

Price Mix

Sales Mix

Promotion Mix

IMPORTANCE OF MARKETING

Marketing is recognized as the most significant activity in our society. A wide range of marketing activities continuously affects our life styles. Marketing can put goods and services we want and need at our doorsteps.

Marketing as achieved the social importance because it is entrusted with the task of creation and delivery of standard of living to society.

Marketing is the vital connecting link between producers and consumers. Marketing is directing responsible to maintain the equilibrium between mask productions and mask consumption.

Marketing system place the unique role in transforming the benefits of mass production in terms of rising living standards and life style of all people through the best system of physical distribution.

MARKETING FUNCTIONS

The manufacturer and all middle man in the machinery of distribution perform marketing functions.

Some of the important marketing functions are:

SELLING

BUYING

STANDARDISATION AND GRADING

FINANCING

SALES PROMOTION

MEANING:

Sales promotion is another importance component of marketing communication mix. It is essential a direct and immediate inducement. It adds the extra value to the product and hence promotes the dealer / customer to buy the product.

In specific sales, sales promotion includes those sales activities that supplement both personal selling and advertising, and co-ordinate them and make them effective, such as display, shows, and other non-recurrent selling effort not in the ordinary routine.

DEFINTION:

Sales promotion includes “incentive- offering and interest-creating activities which are generally short-term marketing events other than advertising, personal selling, publicity and direct marketing. The purpose of sales promotion is to stimulate, motivate and influence the purchase and other desired behavioral responses of the firm’s customers”

MEASURES, TOOLS AND TECHNIQUE

TRADE FAIRS AND EXHIBITIONS:

Trade fair and exhibitions are extensively used sales promotion tools. They also form one of the oldest practices in sales promotion. They provide companies with the opportunity of introducing and displaying their products. This brings the companies products and the consumers in direct contacts with each other. “Seeing believes” is the underlying concept here.

Incase of high cost industrial products, trade fairs have become a handy and effective sales promotion tools. This is a especially so in international marketing. Orders and inquiries worth billions get generated at international trade fairs.

COUPONS:

Coupons are certificates which offer price reductions to consumers for specified items. Coupons are distributed through newspapers and magazine advertisement, or through the package of the merchandise, or by direct mail. Firstly, they enthuse the consumers to exploit the bargain.

Secondly, they served as an inducement to that trade for stocking the items. They are useful for introducing a new product as well as strengthening the sale of an existing product.

EXCHANGE SCHEMES:

In the consumer durables market, this has become the latest sales promotion tools. Customer can surrender their old models and take home new models.

SALES PROMOTION ON INTERNET:

On advertising management, we saw that the internet is emerging as the new advertising medium. For sales promotions too, people are turning to internet. Marketers run promotion on specific sides that attract audience who are interested in promotions and contests.

4.INSTITUTE

“KENT – Mineral RO Water purifiers.

4th Block, Jayanagar, Bangalore – 560 011.

SAMPLING TECHNIQUE:

The sampling methods will be adopted here is convenience sampling method. In this method, the easiest method population members are selected from different segment to obtain information.

5. MAIN RESEARCH QUESTIONS

QUESTIONNAIRE

The questionnaire included both open and close ended questions and also multiple choice answers to be chosen by the respondents. The questionnaire will be filled by the customers of KENT WATER PURIFIER’S giving their opinion without any promoting on my part.

6. PRIMARY DATA

Primary data will be collected through questionnaire and direct communication with customers and official staffs of KENT WATER PURIFIER’S.

SAMPLE SIZE:

100 respondents will be selected according to convenience.

7. REFERENCE – JOURNALS:

BUSINESS STANDARD

BUSINESS WORLD