Premium Essay

Marketing Info

In: Business and Management

Submitted By wildtowild
Words 2966
Pages 12
A PROJECT REPORT ON MARKETING | PROMOTION | | | | Avishek Dhital | 2/19/2014 | |

First of all, I would like to express my sincere gratitude to the college administration, Kathmandu Institute of Science And Technology for allowing me to proceed with this project report.
I am obliged to thank Mr. Keshav sir, Department of Marketing for his supervision, guidance, hints and help. Without his constant supervision and help our project would not have been in this stage.
I am also so much happy to express my greatful thanks to Mr. Keshav sir for providing us with technical guidance and encouragement which has helped in the completion of my project. I would also like to express my special thanks to my friends Sabin Khatri, Santosh Phuyal and Anuj KC for their valuable suggestion and technical help.
It is also my pleasure to convey sincere thanks to all our colleagues and my family member for their moral support and encouragement. Last but not the list, I would like to thank all of them who have directly or indirectly contributed for the completion of my project.
Any comments and suggestion will be gratefully received and acknowledged.

TABLE OF CONTENTS 1) Acknowledgement……………………………….Page No 1 2) Meaning & Concept of Promotion………………Page No 3 3) Importance of Promotion………………………...Page No 6 4) Components of Promotion……………………….Page No 8 5) Objectives and Limitation of Promotion………...Page No 9 6) Build Case on Chaudhary Group……….………..Page No 11 7) Impact of promotion on consumer buying behavior. Page no 18 8) Conclusion ……………………………………….. page no 20

MEANING & CONCEPT OF PROMOTION Promotion is an important part of the marketing mix of a business firm/organization. Basically, promotion is the process of marketing communication that involves...

Similar Documents

Premium Essay

Apple Info on Marketing Strategy

...Apple has also been lacking in their business marketing strategies and distribution networks. With regards to the personal computer industry, the familiarity of the Apple software is not there. The original goal of teaching on an apple computer has been over shadowed by Microsoft. Education is now geared toward a version of Windows which is not compatible with Apple hardware. The most important hardware developed by Apple has been the iPod that is capable of downloading mp3 files to a device. Many of Apple’s products are manufactured in whole or in part by third-party manufacturers. While outsourcing arrangements may lower the fixed cost of operations, they also reduce the company’s direct control over production and distribution. This diminished control will have negative effects on the quality or quantity of the products manufactured, or the flexibility of the company to respond to changing market conditions. Apple’s key business marketing strategy in the company’s early years was to market heavily on the educational market. Their assumption was, if students learned computer applications and techniques on Apple computers in school, they would demand Apple products in the business environment, therefore they could migrate their products through assimilation into the business...

Words: 302 - Pages: 2

Premium Essay

What Are the Five Different Marketing Management Orientations Read More : Http: //Www.Ehow.Com/Info 8469688 Five-Different-Marketing-Management-Orientations.Html

...Marketing management orientations are different marketing concepts that focus on various techniques to create, produce and market products to customers. Companies use these orientations as a basis for their marketing campaigns. There are five different marketing management orientations including marketing, production, product, selling and societal marketing concepts. Other People Are Reading Types of Business Orientation The Difference Between a Marketing Plan & a Marketing Strategy Marketing Concept One of the five marketing management orientations is the marketing concept. The marketing concept is based on the belief that a company must create, deliver and market products more efficiently than the competition in order to turn a profit. To implement this concept, managers focus on researching the target market and customer's needs along with marketing the product in an integrated manner. Production Concept The production concept, the oldest marketing concept, is based on a belief that consumers prefer low prices and product availability. To implement the production concept, managers concentrate on low costs, mass distribution and high production efficiency. The production concept is mostly useful in developing countries where consumers are focused on obtaining products, rather than focused on the features of a product....

Words: 464 - Pages: 2

Premium Essay

Buying and Merchandising

...BUYING AND MERCHANDISING – 27/02/2014 Data warehousing: * Data warehousing is the electronic storage of all info about current customers. * Traditionally this info was used for financial and accounting purposes only. * We now use this info for marketing purposes as well. * Information is primarily gathered via the credit card base of the retailer. * Data warehouses are also used as a single source for the retailer to view key performance indicators (sales, margin, stock, profit, etc.) * This involves the transference of data from operational systems (till points) to analysis reporting systems. * Info is available with immediate effect to decisions makers (buyers/planners) and suppliers. * Data warehousing results in: * Improved selection of merchandise * Stronger partnerships with suppliers * Successful promotions * Offering the right merchandise, @ right time, right people @ right place right people! * Implementing data warehouse is the easy part. The hard part is deriving meaning from the data. Data mining: * Involves searching through warehouse data to find trends and patterns. * Can be used to identify opportunities and threats in the company * Data mining is software capable of finding/ detecting meaningful patterns & relationships between figures. Can print specialized reports * However, it is up to PEOPLE to analyse the figures on the reports....

Words: 661 - Pages: 3

Premium Essay


...Chapter 1 Marketing used by consumers to make purchase descions Mobile and internet market newest and most expensive methods American Marketing Association (AMA): represents marketing professionals in US & Canada * Marketing (2007)- activity, set of instructions, and processes for creating, communicating, delivering, and exchanging offering that have the value for customers, clients, partners, and society at large Exchange: central concept of marketing, basic use of marketing activities to create relationships with customers. 2 or more parties with something of value ot exchange, way to communicate w. eo * Not all marketing transactions involve exchange of money. Nonprofits use ads to bring in more donations Value: how customer views benefits of a product or service weighed against the cost of buying and cosuming it * Benefits can be functional, experiential, &/or psychological Marketing mix- Product, Place, Price, Promotion Integrated Marketing Communication (IMC)- coordinating various promotional elements and other marketing activities that communicate w/ the firms customers....

Words: 2485 - Pages: 10

Premium Essay

Report on Mis Structure

...Report On Structure of MIS Submitted By: Navneet Bajwa IT and Telecom Roll No. :- 03 INDEX Introduction | 3 | Physical components of MIS | 4 | Conceptual Components of MIS | 5 | Structure Based on Management Activity | 6 | Structure Based on Organizational Functions | 12 | Applications Based on MIS | 18 | References | 20 | Introduction Management information system broadly refers to a computer-based system that provides managers with the tools to organize, evaluate and efficiently manage departments within an organization. MIS, or Management Information Systems, are used to manage the data created within the structure of a particular business. These systems store the data and allow the business to manipulate this data. It is the study of people, technology, organizations and the relationship among them. MIS can be defined as the study of how individuals, groups and organizations evaluate, design, implement, manage and utilize systems to generate information to improve efficiency and effectiveness of decision making. The concept of MIS gives high regard to the individual and his ability to use information. While analyzing the data, it relies on many academic disciplines. These include the theories, principles and concepts from the Management Science, Psychology and Human Behavior, making the MID more......

Words: 2302 - Pages: 10

Premium Essay


...School of Business Course: HND Business Level 5 Unit Name: Marketing Principles Student Name: Date Issued: 10/07/2014 Fail P1 P12 P2 P13 P3 P14 P4 P15 Pass P5 P6 M1 P7 M2 Lecturer’s Name: Completion Date: 07/08/2014 Merit P8 M3 P9 D1 P10 D2 Distinction P11 D3 Year: 2013/14 Learning Outcomes: 1 Understand the concept and process of marketing, 2 Be able to use the concepts of segmentation, targeting and positioning, 3 Understand the individual elements of the extended marketing mix, 4 Be able to use the marketing mix in different contexts. Comments: Assessor’s Signature: Date:______________ Referred Late: Yes No Internal Verification: Yes No I declare that the work I am submitting for assessment contains no sections in copied in whole or part from any other source, unless it is explicitly identified by means of quotation mark or by means of wholly indented paragraphs. I declare that I have also acknowledged such quotations by providing detailed references in an approved format. I understand that unidentified and un-referenced copying both constitutes plagiarism which is an offence. I give my consent for my work being scanned by Turnitin formatively and summatively for the purposes of assessment....

Words: 5867 - Pages: 24

Premium Essay


...Assignment on An in-depth Analysis of Advertising and Promotion | Table of Contents Introduction 3 Task 1 3 Explanation of the communication process that applies to advertising and promotion 3 Explanation of the organization of the advertising and promotions industry 4 Assessment of how promotion is regulated 5 Examination current trends in advertising and promotion, including the impact of ICT 6 Task 2 6 Explanation of the role of advertising in an integrated promotional strategy for Kellogg 6 Explanation of branding and how it is used to strengthen a business or product 7 Review of the creative aspects of advertising 7 Examination of ways of working with advertising agencies 8 Task 3 8 Explanation of primary techniques of below-the-line promotion and how they are used in an integrated promotional strategy by Kellogg’s 8 Evaluate other techniques used in below-the-line promotion by Kellogg’s 9 Task 4 10 An appropriate process for the formulation of a budget for an integrated promotional strategy: 10 Development of a promotional plan for a business or product: 11 Integration of promotional techniques into the promotional strategy for a business or product 11 Appropriate techniques for measuring campaign effectiveness 12 Conclusion: 12 References 13 Introduction Advertising is the core part of any business that sell products and render service in the global market. Thus advertising and promotion is an integral part of an......

Words: 3793 - Pages: 16

Premium Essay


...Sources of info about the brand? (memory, personal sources like friends, independent sources like magazines, marketing ads, experience of it elsewhere) Friends, newspapers, experience of it elsewhere 2. Any info search done online? Yes Evaluation of alternatives Most important evaluative criteria to choose between brands? (Price, Aesthetics, Features like sleepmode/automatic off etc., service offered by the brand, warranty/guarantee etc.) Aesthetics, warranty, Purchase process 1. How did u choose the outlet to buy it from? (Variety offered, proximity etc, size of the outlet) Big outlet 2. Did you state your ac needs to the salesman at the outlet? No, 3. Did the salesman try to explain other brands and their benefits? yes 4. Where there any deals or price discounts? Yes 10% off Post purchase evaluation 1. How often do u use the ac (how many hrs/day, how many months in a year) 3-4 months 2. Reason for non-use? 3. In case of dissatisfaction with the brand, what action would you take: * Complain to store/manufacturer * Stop buying that brand or from that store * Engage in negative word of mouth * Complain to pvt or govt comsumer protection agencies * Take legal action 4. Will u consider another brand for the next AC purchase or are u committed to this brand? Depends on the values and quality I get Shaji George 45, married,...

Words: 2148 - Pages: 9

Premium Essay

Consumer Behaviour

...The way you think others view you Values: beliefs about what is right, important or good Needs: internal state of tension caused by disequilibrium from an ideal/desired physical or psychological state Goals: outcomes that we would like to achieve Perceived risk: the extent to which the consumer is uncertain about the consequences of an action Inconsistency with attitudes: extent to which new info is consistent with previously acquired knowledge or attitudes MASLOW’S HIERARCHY OF NEEDS GOALS A goal is a particular end state (outcome) that we would like to achieve (concrete or abstract) CONCRETE: specific to a given behaviour or action & determined by situation ABSTRACT: e.g. to be a good student Promotion focused: consumer motivated to achieve positive outcomes Prevention focused: consumer motivated to avoid negative outcomes Process: Goal setting > formation of a goal intention > action planning > action initiation and control > goal attainment & failure Marketing implications of needs and goals * segmenting market based on needs and goals * creating...

Words: 3525 - Pages: 15

Free Essay

Marketing Myopia

...Section: Published: 6th Sense of Business Wednesday, May 16 - 2007 at 12:59 (GMT+4) Marketing Myopia – The Converging World You may be familiar with Theodore Levitt's classic paper - 'Marketing Myopia'. It called on marketers to redefine their competition and alerted them not to have a narrow short term view of their market. It spoke about how firms lost hold of markets because they were product-focused rather than customer-focused. The paper can be found at the Harvard Business Online site if readers want to download the original article. To quote: 'The railroads did not stop growing because the need for passenger and freight transportation declined. That grew. The railroads are in trouble today not so much because that need was filled by others (cars, trucks, airplanes, and even telephones), but because it was not filled by the railroads themselves. They let others take customers away from them because they assumed themselves to be in the railroad business rather than in the transportation business. The reason they defined their industry incorrectly was that they were railroad oriented instead of transportation oriented; they were product oriented instead of customer oriented.' Levitt's paper and the same principles still hold great relevance for present day businesses. From a client and market research consultancy perspective these are still amongst the key questions we are asking today....

Words: 1565 - Pages: 7

Premium Essay

Info Technology

...The use of social media in marketing has become very popular over the last few years. This is a very effective way to promote content by increased visibility. Using these platforms also allows for more involvement with the customers to build more trusting relationships...

Words: 2150 - Pages: 9

Premium Essay

Hsm430 Course Project

...Not only that, it will also discuss the marketing analysis that will identify a specific proposed healthcare service for Lanier Hospital which is a cancer treatment center. It will also go in great detail about the overall marketing goals for the cancer treatment center that is being added to Lanier Hospital. It will also identify specific marketing objectives in the target market. Last but not least, it will make mention of the marketing plan that will give identify specific marketing strategies for achieving those objectives and goals such as, Product Strategies, Distribution Strategies, Promotion Strategies, and Pricing Strategies. After reading this information you will fully understand the marketing plan for the cancer treatment center at Lanier Hospital. Demographic profile As of the 2010 census the population of Valley is 9,524. The racial breakdown is whites 64.0%, Blacks 33.0%, American Indian and Alaska Native 33.0% Asian 0.1%, Native Hawaiian and Other Pacific Islander 1.2%, people reporting more than one race 0.1%, Hispanic or Latino origin 1.1%, and white not Hispanic 1.7%. When it comes to the percentage of education it is listed as High school graduates falls at 74.1%. The people amount with a bachelor’s degree or higher is10.9% (QuickFacts from the US Census Bureau, 2012). Below you will find charts that will help you to better understand the gender, age and race breakdown of Valley, Alabama....

Words: 2588 - Pages: 11

Premium Essay

Mark101 Exam Notes major assessments, goals and recommendations * Detailed SWOT analysis * States major objectives for the brand and outlines the specifics of a marketing strategy for achieving them * Action program for implementing marketing strategy & details of a supporting marketing budget * Outlines the controls that will be used to monitor progress, measure return on...

Words: 2924 - Pages: 12

Premium Essay

Xlri Brochure

...Exploring Excellence PGDM (GM) (GMP 2013–14) AN AICTE APPROVED FLAGSHIP FULL-TIME MBA PROGRAM FOR EXPERIENCED PROFESSIONALS E-brochure 01 02 03 04 05 06 08 10 12 14 16 MESSAGE FROM THE DIRECTOR Learning and growth are vital for a healthy environment in organizations. We at XLRI have structured our programmes in such a manner as to equip the future managers of tomorrow with learning, competencies and skills that can significantly contribute to the growth of the organization. XLRI has always been proudly associated with academic excellence, personal values and social concern. It has been the crucible of leadership training for over 60 years and its banner is held high by a fine breed of alumni who serve as “change agents” thereby adding a new dimension to their corporate role. This integral and value based formation will greatly assist our students to be innovative, competent and creative leaders. They are groomed in a manner as to serve as agents of continuous improvement and change. It was in 1997 that XLRI recognized an unfulfilled need for formal management training at middle and senior levels of corporate strata. The result of that thought process was the General Management Programme, which has ever since, transformed several industry professionals into veritable leaders who reflect the standards and values of XLRI at various organizations. Recognized by AICTE, the programme places emphasis on stringent admission......

Words: 25500 - Pages: 102

Premium Essay

Business Management

...Business Man 1 Intro to Bus Man as science - Study Unit 1 & 2 Man science uses a scientific approach to solver many problems. Used in variety of orgs to sove different types of problems. Encompasses a logicical mathematical approach to problem solving 1.1 Man science process • Observation - Identification of a problem that exists in the system or organization. • Definition of the Problem - problem must be clearly and consistently defined showing its boundaries and interaction with the objectives of the organization. • Model Construction - Development of the functional mathematical relationships that describe the decision variables, objective function and constraints of the problem. • Model Solution - Models solved using management science techniques. • Model Implementation - Actual use of the model or its solution. 1.2 Factors of production Natural resources i.e. crude oil Capital i.e. investors Labour i.e. technical and academic Entrepeneurship i.e. takes capital and link labour and natural resouces combined with risk to provide goods and services. Knowledge i.e. to determine wants and needs quickly and to respond to them with products and services. 1.3 3 Most NB Economic systems = Capatalism, Socialism and Communism 1.3.1 Capatalism Free market system Built on principles of private ownership Is based on the right to make a profit, right to compete and the right to own property. System is market driven and the solutions to a country's economic......

Words: 9542 - Pages: 39