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A Analylitical study on the salespromotion schemes adopted by
crossword ltd.
ANUJ KUMAR
MARKETING
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CONTENT
Introduction of the company
Theoretical expects of the study
Aims and Objectives
Scope of the study
Limitations
Hypothesis
Data analysis and Interpretation
Suggestion
Conclusion Bibliography
Questionnaire
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INTRODUCTION OF THE COMPANY
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Crossword ltd. Mainly deals with books, Toys,
stationary, magazine, CDs, etc.
Crossword was founded in 1992 by Mr R.
Sriram and Ms K. Anita.
First Crossword store opened on 15th October
1992 at Mahalaxmi, Mumbai.
Crossword has grown to 52 stores today over
12 cities, with a mix of company owned and
franchised stores. AWARDS
Retailer of the Year Award 2005/2007
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Reid & Taylor Award for Best Retailer of the
year 2005
Federation of Indian Publishers Award for
excellence in Publishing for the year 2004
Crossword Bookstores Ltd. is a wholly owned
subsidiary Company of Shopper's Stop Ltd -India's leading department store chain.
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THEORATICAL ASPECTS OF THESTUDY
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Sales promotion is one of the four aspects ofpromotional mix.
Some of the technique of sales promotion are asfollows;-
Contests
Point of purchase displays
Rebate(marketing)
Free travel, such as free flight.
Objectives of sales promotion:
i. To introduce new products.
ii. To attract new customers and retain theexisting ones.
iii. To maintain sales of seasonal products.
iv. To meet the challenge of competition.
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AIMS & OBJECTIVES OF THE STUDY
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To study the promotional schemes adopted by THECROSSWORD. Ltd.
. To study the different schemes adopted by THECROSSWORD. Ltd. In the month of June , July &august,O9
Sales promotion is boosting day by day, most of the
company are investing more & more in advertisingtheir product for capturing the maximum market share.
Find out the customer satisfaction level. It includes thestudy of sales promotion under the following three Cs:
Communication
Co-ordination
Co-operation
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SCOPE OF THE STUDY
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Project work deals with the specific topic that is salespromotional schemes which helps company to attract newand old customers.
Sales promotion activities are being conducted at THECROSSWORD.
Project study concerned with how company adopt newpromotional activities to attract and satisfy customers.
Project study deal with the various promotional schemesadopted by THE CROSSWORD.
It also concerned with how they retain the interest of thecustomer or fulfil their needs and demand.
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LIMITATION OF THE STUDY
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The result of the study is applicable to the
survey area only.
Time and Money is also one of the important
limitations.
Dull process and unwilling respondent also
affect the result of the study.
It is limited for 45 days so the data is not
complete for the year.
The promotional activity is carried out in the
month of June, July, August 2009 .
My relevant data is limited to Nagpur city only.
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HYPOTHESIS OF THE STUDY
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THE CROSSWORD is a store basically dealing withIndian and International Books ,toys, stationary &C
DRO
M. The store deal with maximum no. of Publisher
and vendors with maximum varieties and ranges.
The store assures the best quality of product at
very reasonable rates. The store also provides the discount facility with
which one can enjoy the shopping in more ways.
The store provides the facility of Membershipcard which provide free exchange facility not onlyto the customer but its family member also.
The sales promotional schemes are liked by themaximum customer.
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DATA ANALYSIS & INTERPRETATION
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1.Are you aware ofCROSSWORD?
a. Yes b. No
66%
34%
0%
10%
20%
30%
40%
50%
60%
70%
Yes No
Aware of Crossword
Aware ofCrossword
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2.If yes then what was the source of
information?
a. Hoardings b. Posters
c. Friends d. Television
17%
22%
33%
18%
Source of Information
Television
posters
Hordings
friends
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3. Are you satisfied with the services provided
by the STORE?
a. Yes b. No
85%
15%
Satisfaction of services of the Store
Yes
No
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4. How would you rank the availability of the
desired items?
a. Good b. Bad
c. Average d. Very sensitive
0%
10%
20%
30%
40%
50%
60%
70%
Good Bad Average Very Sensitive
67%
6%
22%
5%
Availability of desired items
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5. What are your views about the behaviour of
the employees?
a. Excellent b. co-operative
c. Average d. Poor
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Excellent Co-operative Average Poor
41%
29%
21%
9%
Behaviour of the Employees
Behaviour of the Employees
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6. What are your views about the Library area
of the store?
a. Spacious b. Comfortable
c. Congested d. Average
55%
25%
11.50%
8.50%
Views about Library area of the Store
Spacious
Comfortable
Congested
Average
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7. Which item you always prefer to buy from the Store?
a. Fiction Books b. Non-fiction Books
c. Movies & ACDs d. Stationary & Toyse. All
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Fiction books Non-fiction books Movies & ACD's Toys & Stationary All
42%
23%
13% 14%
8%
The Items one always prefer to buy from the Store
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8. What are your views about the prices of the
items provided by the store?
a. Cheap b. Reasonable
c. Expensive d. Average
9%
53%
27%
%
Prices of the items provided by the store
Cheap
Reasonable
Expensive
Highly Expensive
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9. Which section of the store attracted you the
most?
a. Books b. Stationary
c. Toys d. CDs
0%
5%
10%
15%
20%
25%
30%
35%
40%
Books Stationary Toys CD's
37%
12%
20%
31%
Section of the store attracted you the most
Section of the store attracted you the most
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10. Which section of the store needs to be
rectified?
a. Books b. Stationary
c. Toys d. CDs
0%
10%
20%
30%
40%
50%
60%
Books Stationary Toys CD's
26%
53%
16%
5%
Section of the Store needs to be rectified
Section of the Store needs to be rectified
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11. Do you think that store will go longer in
this city?
a. Yes b. No
0% 20% 40% 60% 80% 100%
Yes
No
8 %
1 %
Will Store go longer in this city?
Will Store go longer in this city?
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SUGEESTION
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Company should do the marketing survey onregular basis to find out what changes customer
want in the items. To satisfy customer Queries Company must
provide toll free queries.
The less selling products toys, CDs, etc. should
not be avoided.
Company should increase the hoardings in thecity.
According to the analysis of the data the pricingand the feature strategy of the items, companyshould meet the requirements of especiallymiddle class people.
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CONCLUSION
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The CROSSWORD store has a very good brand
image.
It is very famous throughout in the city for its
huge collection of books, music, CDs, toys, gift
items, etc.
Customer is getting a true value of money inthe STORE.
It can be concluded that CROSSWORD store
has created its image in a very short period inNAGPUR.
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BIBLOGRAPHY
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Book Reference:
Entrepreneur Magazines
Business Today
Marketing management Philip Kotler
Marketing management by Ranjan Saxena
Internet reference:
www.google.com
www.crossword.co.in
Email address:
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Name: -------------------------------------------------------------- Age: --------------
---Address: ---------------------------------------------------------------------------------
---
Occupation: --------------------------------------------------------------------------------
Gender: Male [ ] Female [ ]
1. Are you aware ofCROSSWORD?
a. Yes b. No
2. If yes then what was the source of information?
a. Hoardings b. Posters
c. Friends d. Television
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3. Are you satisfied with the services provided by the STORE?
a. Yes b. No
4. How would you rank the availability of the desired items?a. Good b. Bad
c. Average d. Very sensitive
5. What are your views about the behaviour of the employees?
a. co-operative b. non co-operative
c. dull d. attentive
6. What are your views about the interior of the STORE?
a. spacious b. comfortablec. congested d. average
7. Were you satisfied with the prices of the available items?
a. Yes b. No
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8. What are your views about the prices of the items provided by the store?
a. Cheap b. Reasonable
c. Expensive d. Average
9. Which section of the store attracted you the most?
a. Books b. gift items
c. Toys d. CDs
10. Which section of the store needs to be rectified?
a. Books b. Gift items
c. Toys d. CDs
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11. What is the most important factor, which should be considered by the
STORE?
a. Layout of the store b. Site of the store
c. Available of items d. All
12. Do you think that STORE will go longer in this city?
a. Yes b. No
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THANK YOU