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Introduction
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Rationale for the Study
In todays intensely competitive, rapidly changing and highly complex environment characterize
by diminishing customer loyalty, the need to be market focused and customer centric is more
critical than any other time in past.
It is highly imperative for every
organization to retain and use
valuable information about their
customer to enhance their business
strategies and product and service
offerings. Today, the key focus area
of much organization is
identification of a link between
customer satisfaction and
performance. However, satisfaction
as the confirmation of expectation
has started to be conceptualizing
almost as a threshold for customers.
The delivery of satisfaction is the
minimum the customer expects.
This project is totally focusing on the consumer preferences towards different sales
promotion techniques means which sales promotion technique is mostly preferred by the
customer in the city of Allahabad (Uttar Pradesh). As the sales promotion techniques are used for
the marketing of the product so the research has done in the area of marketing. Today every firm
is facing the situation of cut throat competition. So it becomes very important for every firm to
promote its product otherwise it cannot survive in the market. These techniques are used in the
marketing of product in the last stage which is called retailing. It is the stage from which the
product directly goes in the hand of customer and today India is standing on the threshold of
retail revolution and witnessing a great change in its retail landscape i.e. from unorganized
retailing to organized retailing. Retail is growing with an annual rate of 40%. Its contribution
towards GDP is 11% and towards employment is 8%. So after agriculture retailing is one of the
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biggest sources of employment in the country and is one of the largest industries in India.
Although retail industry has existed in our country for centuries but it is only the recent past that
it is witnessing such a tremendous growth.
In Allahabad Mobile Store has created its image in a very short period Mobile store is best outlet
for Mobiles and its accessories. It is attracting the customers with its good services. Most of the
customer satisfied by Mobile store services and facilities.
Objective of the Study
Objective of project:
Primary objective:
To study the customer awareness about Virgin Mobile in Mobile Store.
To enhance the sale of Virgin Mobile in Mobile Store.
To know the reason for the loss of inventory.
Secondary objectives
To analyze the customer buying behavior.
To find out the satisfaction level of the Virgin mobile customers at Mobile Store.
To study the effect of event and promotion.
To make various suggestion on the improvement of Virgin Mobile in Mobile
Store.
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Scopes:
Study is restricted to various parts of Allahabad which include: LGF, Atlantis
Mall Allahabad Purana Katra.
Time frame-there is limited time of two months June to August 2009.
Analyze the consumer buying behavior at Mobile Store.
Research Methodology
Research methodology is away to systematically solve research problem. In it we study the
various step that are generally adopted by researcher in studying his research problem along with
logic behind them. It is necessary for a researcher to know not only the research
method/techniques but also the methodology. It may be noted, in the context of planning &
development that the significance of research lines in its quality and not in quantity. Researcher
should know how to apply particular research techniques, but they also need to know which ofthese methods or techniques, are relevant and which are not, and what would they mean and
indicate and why?
Meaning of Research
Research is common parlance refers to a search for knowledge. In fact research is an act of
Scientific investigation.The project was divided in to the following steps.
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To decide objective of the study
1. To decide objective of the Study:-
This step is also research problem. Problem definition is the most critical part of the
research process. Research problem definition involves specifying the information
needed by management. The main objectives of the study are:
To decide research design &
application
To decide source of data collection
To decide from of data
collection
To organize & collect data
To process & analyze report
To prepare the research
report
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To Creating the Awareness of Hotel Pristine Inn in among Corporates in Pune.
To find out the level of customer satisfaction with the offers, discount and
services offered by Pristine Inn.
2. To decide research design & application:-
Research design involves defining the research problem, determining how to collect the
data and from whom, establishing the way the data will be analyzed estimating costs
and the preparation of the research approach. For this study, descriptive research was
selected.
3. To decide Source of data there are two source of data
Primary Data
Secondary Data
Primary data:-
Primary data is the original data collected specifically for the problem.
Reason for selecting primary data:-
In terms of primary data a questionnaire has been used to interview desire sample units
that give accurate and up to data information as well better to research problem.
Research approaches: - Primary data can be collected in five main ways: through
Observation, focus groups, surveys, behavioral data, and experiments.
Research instruments:- Marketing researchers have a choice of three main research
Instruments in collecting primary data:
Questionnaires: -
A questionnaire consists of questions presented to respondents for their answers.
Because of its flexibility, the questionnaire is by far the most common Instrument
used to collect primary data. Questions can be open-ended or closed-Ended.
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Qualitative measures: -
Some marketers prefer more qualitative methods for gauging consumer opinion
because consumer actions do not always match their answers to survey questions.
Qualitative research techniques are relatively unstructured measurement approaches
that permit a range of possible responses, and they are a creative means of
ascertaining consumer perceptions that may other-Wise be difficult to uncover.
Mechanical devices: -
Mechanical devices are occasionally used in marketing research .Mechanical devices
like galvanometers measure the respondents interest or emotions aroused by
exposure to a specific ad or picture.
Secondary data:-
Data potentially useful in solving a current problem but that were collected for a
different purpose.
Reason for selecting secondary data:-
Secondary data can be gathered quickly and inexpensively, compared to primary data, it
is clear useful to study analyzing the recent development in the telecom industry.
Contact methods:- Once the sampling plan has been determined, the marketing
researcher must decide how the subject should be contact:
Mail questionnaire: -
The mail questionnaire is the best way to reach people who would not give personal
interviews or whose responses might be biased or distorted by the interviewers. Mail
questionnaires require simple and clearly worded questions.
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Telephone interview: -
Telephone interviewing is the best method for gathering information quickly; the
interviewer is also able to clarify questions if respondents do not understand them.
The response rate is typically higher than in the case of mailed questionnaires.
Personal interview: -
Personal interviewing is the most versatile method. The interviewer can ask more
questions and record additional observations about the respondent, such as dress and
body language. Personal interviewing takes two forms. In arranged interviews,
respondents are contacted for an appointment, and often a small payment or
incentive is offered. Intercept interviews involve stopping people at a shopping mall
or busy street corner and requesting an interview.
Online interviews: -
There is increased use of online methods. There are so many ways to use the Net to
do research. In this method, researcher can include a questionnaire on its Web site
and offer a people to answer the questionnaire.
4.To decide from of data collection:-
For this project survey method was selected which was carried through person
interview. Because information from different customers was required.
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5. To organize & collect data:-
Once the researcher has formulated and development a research design including
questionnaire second thing he has to decide whether he has to collect the information.
From all the targeted customers. There can be two types of survey are possible.
Sample Survey
Census Survey
For this project sample Survey was chosen
Characteristics of the sample survey are:-
It is cheaper than census survey
It requires less time
It is economical
More detail information can be collected
Deciding the sample plan requires following decisions
Sample unit Who is to be surveyed
Sample
Sample is the true representation of the population by studying of the sample we can
predict the behavior of the population.
Sample Size: 250 (in this case)
Method of Sampling:-
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In this project, the survey was done within the market that means probabilistic
convenience Sampling was carried out.
6. To process & analyze data:-
After the data was collected it was tabulated, analyzed and interpreted to the conclusion
reach.
Techniques Applied
Bar Chart:- A chart in which the length of the bar represents the amount of the item
associated with the bar.
Pie Chart:- A circle divided in to sections, such that each section represent the
percentage of the total area of a circle associates with one variable.
Types of Research
Along with this there may be 3 type of research methodology these are :-
They are
Exploratory Research
Descriptive Research
Casual Research
Our research is based on the exploratory research.
Exploratory Research
The objective of this research is to gather preliminary information that will help us to define the
problem and to suggest any hypothesis.
Which means first we have to define the problem and research objective? Then we have to
develop the research plan for collecting information. Now after collection data we have to
interpret those data for any suggestion,
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Limitation
It was assumed that the information given by the respondents is authentic
and best of their knowledge.
Some of the view given was completely views by customers as they were
in a hurry and were not considered in the data analysis.
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.
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Review of literature
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Marketing is a societal process which discerns consumers' wants, focusing on a
product or service to fulfil those wants, attempting to move the consumers toward the
products or services offered. Marketing is fundamental to any businesses growth. The
marketing teams (marketers) are tasked to create consumer awareness of the products or
services through marketing techniques. Unless it pays due attention to its products and
services and consumers' techniques. Unless it pays due attention to its products and
services and consumers'
techniques. Unless it pays due attention to its products and services and consumers'
techniques. Unless it pays due attention to its products and services and consumers'
selling. It is also concerned with anticipating the customers' future needs and wants,
which are often discovered through market research.
Essentially, marketing is the process of creating or directing an organization to be
successful in selling a product or service that people not only desire, but are willing to
buy.
Therefore good marketing must be able to create a "proposition" or set of benefits for
the end customer that delivers value through products or services.
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A market-focused, or customer-focused, organization first determines what its potential
customers desire, and then builds the product or service. Marketing theory and practice
is justified in the belief that customers use a product or service because they have a
need, or because it provides a perceived benefit.
Two major factors of marketing are the recruitment of new customers (acquisition) and
the retention and expansion of relat ionships with exist ing customers (base
management). Once a marketerhas converted the prospective buyer, base management
marketing takes over. The process for base management shifts the marketer to building
a relationship, nurturing the links, enhancing the benefits that sold the buyer in the first
place, and improving the product/service continuously to protect the business from
competitive encroachments.
For a marketing plan to be successful, the mix of the four "Ps"must reflect the wants
and desires of the consumers or Shoppers in the target market. Trying to convince a
market segment to buy something they don't want is extremely expensive and seldom
successful. Marketers depend on insights from marketing research, both formal and
informal, to determine what consumers want and what they are willing to pay for.
Marketers hope that this process will give them a sustainable competitive advantage.
Marketing management is the practical application of this process. The offer is also animportant addition to the 4P's theory.
Within most organizations, the activities encompassed by the marketing function are led
by a Vice President or Director of Marketing. A growing number of organizations,
especially large US companies, have a Chief Marketing Officerposition, reporting to
the Chief Executive Officer.
The American Marketing Association (AMA) states, "Marketing is an organizationalfunction and a set of processes for creating, communicating and delivering value to
customers and for managing customer relationships in ways that benefit the organization
and its stakeholders.".[1]
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Marketing methods are informed by many of the social sciences, particularly
psychology, sociology, and economics. Anthropology is also a small, but growing
influence. Market research underpins these activities. Through advertising, it is also
related to many of the creative arts. Marketing is a wide and heavily interconnected
subject with extensive publications. It is also an area of activity infamous for re-
inventing itself and its vocabulary according to the times and the culture.
Two levels of marketing-
Strategic marketing
attempts to determine how an organization competes against its competitors in a market
place. In particular, it aims at generating a competitive advantage relative to its
competitors.
Operational marketing
executes marketing functions to attract and keep customers and to maximize the value
derived for them, as well as to satisfy the customer with prompt services and meeting
the customer expectations. Operational Marketing includes the determination of the
marketing mix (4 Ps).
Four Ps - In the early 1960's, Professor Neil Borden at Harvard Business School
identified a number of company performance actions that can influence the consumer
decision to purchase goods or services. Borden suggested that all those actions of the
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company represented a Marketing Mix. Professor E. Jerome McCarthy, also at the
Harvard Business School in the early 1960s, suggested that the Marketing Mix
contained 4 elements: product, price, place and promotion.
In popular usage, "marketing" is the promotion of products, especially advertising andbranding. However, in professional usage the term has a wider meaning which
recognizes that marketing is customer-centered. Products are often developed to meet
the desires of groups of customers or even, in some cases, for specific customers. E.
Jerome McCarthy divided marketing into four general sets of activities. His typology
has become so universally recognized that his four activity sets, the Four Ps, have
passed into the language.
The four Ps are:
Product: The product aspects of marketing deal with the specifications of the
actual goods or services, and how it relates to the end-user's needs and wants. The
scope of a product generally includes supporting elements such as warranties,
guarantees, and support.
Pricing: This refers to the process of setting a price for a product, including
discounts. The price need not be monetary - it can simply be what is exchanged for
the product or services, e.g. time, energy, psychology or attention.
Promotion: This includes advertising, sales promotion, publicity, and personal
selling, brandingand refers to the various methods of promoting the product, brand,
or company.
Placement (or distribution): refers to how the product gets to the customer; for
example, point of sale placement orretailing. This fourth P has also sometimes been
called Place, referring to the channel by which a product or services is sold (e.g.
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online vs. retail), which geographic region or industry, to which segment (young
adults, families, business people), etc.
These four elements are often referred to as the marketing mix,[1 ] which a marketer can
use to craft a marketing plan. The four Ps model is most useful when marketing low
value consumer products. Industrial products, services, high value consumer products
require adjustments to this model. Services marketing must account for the unique
nature of services. Industrial or B2B marketing must account for the long term
contractual agreements that are typical in supply chain transactions. Relationship
marketing attempts to do this by looking at marketing from a long term relationship
perspective rather than individual transactions.
As a counter to this, Morgan, in Riding the Waves of Change (Jossey-Bass, 1988),
suggests that one of the greatest l imitat ions of the 4 Ps approach "is that i t
unconsciously emphasizes the insideout view (looking from the company outwards),
whereas the essence of marketing should be the outsidein approach". Nevertheless, the
4 Ps offer a memorable and workable guide to the major categories of marketing
activity, as well as a framework within which these can be used.
Sales promotion-Promotion involves disseminating information about a product,
product line, brand, or company. It is one of the four key aspects of the marketing mix.
Sales promotion is an important component of a company's marketing communication
strategy along with advertising, public relations, and personal selling. At its core,
sales promotion is a marketing activity that adds to the basic value proposition behind a
product (i.e., getting more for less) for a limited time in order to stimulate consumer
purchasing, selling effectiveness, or the effort of the sales force. As this definition
indicates, sales promotion may be directed either at end consumers or at selling
intermediaries such as retailers or sales crews.
Sales promotion stems from the premise that any brand or service has an established
perceived price or value, the "regular" price or some other reference value. Sales
promotion is believed to change this accepted price-value relationship by increasing the
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value and/or lowering the price. Familiar examples of consumer sales promotion tools
include contests and sweepstakes, branded give-away merchandise, bonus-size
packaging, limited- time discounts, rebates, coupons, free trials, demonstrations, and
point-accumulation systems.
Three issues clarify sales promotion. First, sales promotion ranks in importance with
advertising and requires similar care in planning and strategy development. Second,
three audiences can be targeted by sales promotion: consumers, resellers, and the sales
force. And third, sales promotion as a competitive weapon provides an extra incentive
for the target audience to purchase or support one brand over another. This last factor
distinguishes sales promotion from other promotional mix tactics. For example,
unplanned purchases may be directly related to one or more sales promotion offers.
In order to understand the basic role and function of sales promotion, one must
differentiate between sales promotion and other components of the marketing mix. Sales
promotion usually operates on a short timeline, uses a more rational appeal, returns a
tangible or real value, fosters an immediate sale, and contributes highly to profitability.
The idea of contribution to profitability may be confusing. It is simply the ratio between
what is spent on a promotional mix compared to the direct profitability generated by
that expenditure. A few exceptions to the above characteristics do exist. For example, a
sweepstakes might use a very emotional appeal, while a business-to-business ad may be
very rational.
Promotion is generally sub-divided in the textbooks into two parts:
Above the line promotion: Promotion in the media (e.g. TV, radio, newspapers,
Internet) in which the advertiserpays an advertising agency to place the ad
Below the line promotion: All other promotion. Much of this is intended to be
subtle enough that the consumeris unaware that promotion is taking place. E.g.
sponsorship, product placement, endorsements, sales promotion, merchandising,
direct mail, personal selling,public relations, trade shows
\Marketing Communication-
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Reaches large, geographically dispersed audiences, often with
high frequency; Low cost per exposure, though overall costs are high; Consumers
perceive advertised goods as more legitimate; Dramatizes company/brand; Builds brand
image; may stimulate short-term sales; Impersonal, one-way communication;
Expensive .
Most effective tool for building buyers preferences, convictions,
and actions; Personal interaction allows for feedback and adjustments; Relationship-
oriented; Buyers are more attentive; Sales force represents a long-term commitment;
Most expensive of the promotional tools
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May be targeted at the trade or ultimate consumer; Makes use of
a variety of formats: premiums, coupons, contests, etc.; Attracts attention, offers strong
purchase incentives, dramatizes offers, boosts sagging sales; Stimulates quick response;
Short-lived; Not effective at building long-term brand preferences
Highly credible; Very believable; Many forms: news stories,
news features, events and sponsorships, etc.; Reaches many prospects missed via other
forms of promotion; Dramatizes company or product; Often the most under used
element in the promotional mix; Relatively inexpensive (certainly not 'free' as many
people think--there are costs involved)
Many forms: Telephone marketing, direct mail, online marketing,
etc.; Four distinctive characteristics: Non-public, Immediate, Customized,Interactive; Well-suited to highly-targeted marketing efforts.
Why Telecom Industry?
Indian Telecom industry is one of the fastest growing telecom markets in the world. In
telecom industry, service providers are the main drivers; whereas equipment
manufacturers are witnessing growth and decline in successive quarters as sales is
dependent on order undertaken by the companies.
Today the Indian telecommunications network with over 452.91 million(as on May 09)
subscribers is second largest network in the world after China. India is also the fastest
growing telecom market in the world with an addition of 10- 12 million monthly
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subscribers. The tele-density of the Country has increased from 18% in March 2006 to
38.88% in May 2009, showing a stupendous annual growth of about 50%, one of the
highest in any sector of the Indian Economy. The Department of Telecommunications
has been able to provide state of the art world-class infrastructure at globally
competitive tariffs and reduce the digital divide by extending connectivity to the
unconnected areas. India has emerged as a major base for the telecom industry
worldwide.
Recent things to watch in Indian telecom sector are:
3G spectrum auctions
Mobile Number Portability(MNP) Implementation
New Policy for Value Added Service
Due to technological advancement and increase in traffic.
Abolition of Access Deficit Charge (ADC).
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Profile of the Company
Profile of the Company
About The Mobile Store:
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Mr. Rajiv Agarwal, CEO and Director, The Mobile Store Limited, heads India's first
countrywide chain of telecom retail outlets. "The Mobile Store" is an Essar Group
venture, set to introduce a pan-Indian network of retail telecom outlets. The Mobile
Store offers a world class shopping environment, with state of the art technology.
The Mobile Store format is a one stop mobile solution shop that provides, multi brand
handsets, accessories, connections, repairs, VAS etc all under one roof.The Mobile
Store currently has more than 1050 outlets and the vision is to have a network of 2500
stores by 2010 across 650 cities, thus covering virtually every major town in every state
across India.
The Mobile Store outlets are in three formats: Large - 1000-1500 square feet, Medium-
800-1000 square feet and Corner-150-200 square feet, with smaller formats located
primarily in large malls.
Key thrust areas for the retai l format are: Comprehensive Product Range,
Knowledgeable Store Staff & Interactive Environment, Competitive Prices and Handset
Repairs.
The Mobile Store caters to the Indian consumer's choice of the widest and most
comprehensive range of mobile phones with special offers from all the key brands
available across the globe. The Mobile Store offers complete telecom solutions right
from handset purchase to the choice of service operator and miscellaneous services like
monthly bill collections etc., the stores also offer connections (pre paid and post paid),
accessories and VAS including the latest ring tones, wallpapers and gaming and prompt
after sales service, available not only in the city of purchase but in all The MobileStore
outlets across the country.
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The Mobile Store has undertaken an extensive training program to equip all its
employees with in-depth knowledge of the products and brands available at the store,
thereby allowing them to provide the right kind of guidance to the customer.
The Mobile Store has categorized its mobile device offerings into consumer segments
keeping in mind the profiles and needs of different consumers. The unique segments
available in The Mobile Store The Mobile Store are: Business - PDA & Smart phones,
Emails, data transfer etc., Lifestyle - Fashion phones, Look and elegance, Fun -
Multimedia & music, camera, games, wacky ring tones and wallpapers, Value forMoney - Special offers, discounts and budget phones.
All major handset brands like Nokia, Sony Ericsson, LG, Samsung, Motorola, Fly,
Sagem, HP, I Mate, Dopod, HTC and Blackberry are available at the store. The Mobile
Store has also tied up with all leading operators including Airtel, Vodafone, BPL, Idea,
MTNL/BSNL and Reliance, Tata Indicom.
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All major handset brands like Nokia, Sony Ericsson, LG, Samsung, Motorola, Fly,
Sagem, HP, I mate, Dopod, HTC and Blackberry are available at the store. The Mobile
Store has also tied up with all leading operators including Airtel, Vodafone, BPL, Idea,
MTNL/BSNL and Reliance, TataIndicom.
INTRODUCTION-WHY VIRGIN MOBILE?
In Indian mobile market, Virgin mobile is a unique player based on its business model
and strategy. It is the only service provider which does not hold any bandwidth and
mobile setup infrastructure but uses Tata Teleservices spectrum and is penetrating
market totally on its branding and marketing strategy. Creating a niche brand and
promoting it to specific customer segment with proper marketing has been the key
success factor for virgin mobile across the globe. So, from marketing and customer
understanding point of view, this is a very unique company to study.
UNDERSTANDING VIRGINS BUSINESS MODEL:
Virgin has promoted itself as the brand for young India, keeping the Indian youth as its
target customer segment. The idea behind targeting this segment can be found inherited
in virgins business model. The different marketing perspectives are explained in fig 1.
The salient features of Virgins business model from customer perspective are:
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1) With intensive competition and reducing voice tariffs, the profit margins for
voice service are decreasing day by day. So, the future profit strategy is
maximizing profit margins through data services and it is youth segment which
provides maximum data service revenues.
2) Future projection of increasing young and working population of India as 65% of
overall population by 2020.
3) Increased use of data services in future due to technological advancements.
Fig 1: Creating Virgin brand through various market channels
26
VIRGIN MOBILE
BRAND
NETWORK
Tata
Teleservice
s
Bluedart
DISTRIBUTION CHANNEL
Online
selling
Retail
Access
PRODUCT DESIGN
Paid
incoming
calls
50 paisaSTD
VBYTES
Value
added
services
COMMUNICATING VALUE
PROPOSITION
Youth
centric
advertiseme
nts
Young &
Vibrantwebsite
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COMMUNICATING THE VIRGIN BRAND:
Virgin mobile has communicated itself as the youth oriented brand of India through
various communication channels. They are:
a) Think Hat ke advertisement campaign targeting youth
b) Red and vibrant website look with youth focused language (Fig 2)
c) Tailor made plans for young segment
d) Getting paid for incoming calls: a source of recharge option for youth
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Fig 2. Virgin Mobile website depicting youth flavor
TARGET MARKET:
The Virgin Mobile Brand, targets Indian youth aged between 14 and 25 years. There are
215 million people in this age group. Out of this, 70 million own a mobile phone and
this segment is expected to add another 50 million new subscribers in the next three
years. Though young subscribers constitute only 30 percent of the total mobile
subscribers, they contribute more than 50 percent of the revenues of telecom industry.
By 2010 this group is expected to contribute 60-70 percent of total revenues.
The distinct mobile phone usage habits of the young users provide a huge advantage to
Virgin Mobile. They make more and longer out-bound voice calls, which means huge
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billing potential for service providers. The usage of SMS, data services in the form of
mobile internet, mobile shopping and other value added services like ring tones, caller
tunes, wallpapers, etc are very high in this group which again provides a huge
opportunity to be tapped. Moreover young users have a short handset up gradation
cycle-under 12 months as compared to two years for people above 25 years of age.
CUSTOMER ACQUISITION AND RETENTION STRATEGIES:
The company knows that they are trying to position themselves into a very established
and competitive market. They understand the fact that they cannot start making profit
from day one neither they have plans for it; they anticipate to achieve a subscriber baseof 5 million in next three years and will make profit afterwards they will be able to
break even in three year or so.
According to the patron, Sir Richard We want to deliver a more tailored and relevant
offering for a single segment. Company targets only 10% of the above mentioned
segment and have plans to acquire and retain them by various innovative propositions,
some of them are-
1) Providing services which were not offered so far
a) Get paid for incoming calls.
b) 50 paisa for all calls across the country.
c) A brand truly meant for the young India which is reflected at each & every touch
point.
d) Extensive data service offers in the form of vbytes.
e) Excellent value added plans.
f) Go online facility for enquiry, purchasing phone, recharging and everything.
g) One touch VAS access from every virgin mobile.
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2) Providing services which others are not providing meticulously
a) Easy to change the handset from a wide range of handset providing at very reasonable
prices.
b) Boring customer care services telling you are in queue.
c) One customer care officer dedicated for all queries of one customer leading to
transparency.
d) No jammed or bad network coverage.
e) Tailor made customized plans without any hidden charges.
f) No monthly bills.
VALUE CREATION THROUGH PRODUCT DESIGN:
Various steps that Virgin is taking to add value to the customer are on price, quality,
technology and social front. Company is providing the best prices in whichever plan
you go, quality of signals is not only comparable but better than most of the service
providers, on technology front it is the first in India to go for one-touch VAS access
from every Virgin Mobile.
MARKETINGMIX:
The marketing mix is the combination of marketing activities that an organisation in so
as to best meet the needs of its targeted market.
Product: Virgin Mobile offers six RUIM enabled handsets with colour screen, FM radio
and include one touch access for V bytes-Virgin Mobiles VAS portal.
Price: The handsets are priced in the range of Rs2000-5000.The call tariff is very
nominal which is 50p per call both local and STD subject to terms and conditions.
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Place: The focus of Virgin Mobile on customer acquisition has so far been in the top 60
cities of India and is set to extend to more cities. The product is available across a host
of modern retail outlets The Mobile Store, Hotspot, RPG Cellucom, Croma etc.
Promotion: Virgin Mobile entered the Indian market in grand style. The company
surprised the readers of a leading Indian daily when all the headlines on the front page
were in the colour red. Virgin Mobile has used a very vibrant colour to relate itself with
the targeted market. Apart from traditional media, internet and outdoor youth centric
advertising has been used wisely to attract the targeted audience.
DISTRIBUTION CHANNEL:
Virgin mobile makes its products available to the customer by both retail stores and
online distribution.
Selective Distribution:
Virgin mobile has selected some retail outlets to distribute its products. It does not
follow the strategy of intensive and exclusive distribution. The strategy of selective
distribution helps the company gain optimum market coverage and more control but at a
lesser cost than intensive distribution.
Virgin Mobile launched a new mobile handset v Billing on 7 July 2008. V Billing is
available across 15,000 outlets nationally and over 1000 modern retail outlets including
The Mobile Store, Univercell, Croma, Convergem, Big C, Vishal Mega Mart, Vijay
Sales and Sangeetha to name a few. Apart from this, the handset will also be available
in 34 kiosks in high traffic malls across the country.
Online Distribution:
Virgin Mobile India has announced that customers can now buy Virgin Mobile branded
products and services online. They just need to select the handset, plan and number of
their choice by filling an online form. Post the payment transaction, handsets will be
delivered to the customer within 24 - 48 hours and the requisite documents for proof of
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identity will be collected in person. Customers taking advantage of online shopping will
also be offered additional talk time, extra messages as well as other freebies.
Disintermediation and re-aggregation: The different features of the online distribution
are stated as follows:
Intermediary becomes redundant as customer buys directly from the firm using
web technology.
Customization becomes easier and feasible which adds to the customer value.
Re-aggregation occurs in the sense that companies today encourage customers to
lodge their complaints or send their queries on the net. These are then routed to
another site where they are dealt with immediately in a seamless manner. So it
helps in improving the
overall efficiency of the channel.
For the delivery of the ordered products Virgin Mobile has tied up with Blue Dart.
COMPETITION:
Virgin Mobile has entered into a very competitive industry where Airtel, Vodafone and
Reliance are the dominant players. Virgin Mobile faces stiff competition from Reliance
CDMA phones. Virgin Mobile have taken a hatke route and launched the brand in the
youth segment. The tie up with Tata Teleservices enables it to fight competition as the
network quality of Tata Teleservices was ranked first by DOT. The company is
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spending huge chunks of money to promote their VAS services and it would be
interesting to watch out what Virgin Mobile plans to offer.
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Data analysis
and
interpretation
Proximity of Service Center
Table No.6.1
Customers Opinion Percentage Responded
Excellent 3%
Very Good 30%
Good 37%
Average 23%
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Poor 7%
Figu
re
No.6.1
Data
Analysis
The analysis shows that there is 3% Customers opinion for excellent, 30% for Very
good,37% for good and there is also 23% opnion is average and 7 % for poor.
Data Interpretation
Virgin has a large no. of customers those are satisfied with the services, it increase the
customer relationship and also increase the sales of the company.
User friendliness of delivery Point
Table No.6.2
Customers Opinion Percentage responded
Excellent 33%
Very Good 53%
Good 7%
Average 7%
Poor 0%
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Data Analysis
By the analysis we conduct that there is 5% for the excellent, 25% customers opinion
for very good,7% for good and also 0% for poor.
Data Interpretation
Virgin has friendliness of delivery point, Virgin Mobile use effective techniques for
take attention of customers.
Service Time
Table No.6.3
Customers Opinion Percentage Responded
Excellent 19%
Very Good 34%
Good 27%
Poor 20%
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Data Analysis
By the analysis there is 3% response for excellent and very good, 47% for good, 27%
for average also there is 20% response for poor.
Data Interpretation
Virgin makes the huge no of satisfied customers by its services. It is helpful to increase
the customer relationship and also for the sales of the company.
Availability of Customer Care
Table No.6.4
Customers Opinion Percentage Responded
Excellent 19%Very Good 34%
Good 27%
Poor 20%
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Data Analysis
There is observed by the analysis that 18% opinion for excellent, 23% for Very good,
39% good and also there is 20% for poor.
Data Interpretation
Virgin mobile has very good and huge customer care service, by this customer can
easily find the solution of the problem.
Quality of Service by Customer Care
Table No.6.5
Customers Opinion Percentage Responded
Excellent 19%Very Good 34%
Good 27%
Poor 20%
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Data Analysis
By the analysis there is 19% response for excellent, 34% very good, 27% good and also
for 20% poor
Data Interpretation
Virgin Mobile has good quality of customer care Services, where customer gets the
quick response of his queries; it makes the good relationship between the company and
customer.
Network Quality
Table No.6.6
Customers Opinion Percentage Responded
Excellent 17%
Very Good 36%
Good 26%
Poor 21%
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Data Analysis
The analysis shows that there is 17% response for excellent, 36% for very good, 26%
for good and also 26% response for poor.
Data Interpretation
Virgin mobile has good network quality; by the analysis it is found that there is large
no. of customers those are highly satisfied with the network quality of virgin mobile.
Overall Satisfaction Level
Table No.6.7
Customers Opinion Percentage Responded
Excellent 12%
Very Good 38%Good 28%
Poor 22%
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Data Analysis
By the analysis there is 12% response for excellent,38% for very good,28% response for
good, and also 22% response for poor.
Data Interpretation
Virgin has large no. of satisfied customers by its services and offers. But in rural area
virgin is not so much successful.
Virgin Connection
Table No. 6.8
Customers Opinion Percentage Responded
Yes 90%
No 10%
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Data Analysis
By the analysis we come to conclusion that 10% of customer base is using virgin
connection and 90% other network.
Data Interpretation
There is less no of virgin mobile user in the Allahabad, so there is large no of other
network user.
Which is the most important factor while using Mobile Service
Table No.6.9
Reasons Percentage Responded
Price 42%
Mobile handset compatibility 33%
Mobile Service of friends and relatives 12%
Free extra services like internet, down 6%
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Others 7%
Data Analysis
By the analysis we conduct that there is 42% for price, 33% for mobile handset compatibility,
12% for mobile service of friends and relatives, 6% for free extra service like internet
download,7% for others.
Data Interpretation
There is large no of customer price conscious and they prefer handset compatibility like GSM or
CDMA.
Which is the most cost effective Brand?
Table No.6.10
Brand Percentage Responded
Virgin 21%
Reliance 24%
Tata Indicom 7%
Aitel 24%
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Vodafone 24%
Data Analysis
The analysis shows that there 21% for virgin,24% for reliance,7% for Tata Indicom, 24% for
Airtel,24% for Vodafone.
Data Interpretation
By the analysis it is founded that virgin is most cost effective brand.
Are you aware of virgins 50 paisa STD Plan
Table No.6.11
Customers Response Percentage Responded
Yes 68
No 32
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Data Analysis
By the analysis there is 68% response for yes and 32% response for no.
Data Interpretation
There is average awareness of virgin mobile 50 paisa STD plan.
Are you aware of virgins paid incoming call plan ?
Table No.6.12
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Awareness Percentage Responded
Yes 88%
No 12%
Data Analysis
By the analysis there is 88% response for yes and 12% response for No.
Data Interpretation
There is highly awareness of virgin mobile paid incoming call plan.
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If not a virgin customer, will you like to switch to virgin ?
Table No.6.13
Customers Opinion Percentage Responded
Yes 14No 32
Cant Say 54
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Data Analysis
By the analysis there is 14% response for yes and 32% response for no and 54% for cant say.
Data Interpretation
There is low customer response for switch to virgin mobile because of the CDMA compability.
What is the main problem going for virgin mobile?
Table No.6.14
Problems Percentage Responded
CDMA Technology 36%
Limited Handsets 42%
Price 8%
Switching from existing handset 10%
Others 4%
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Data Analysis
By the analysis we conduct that 36% response for CDMA technology, 42% for Limited handset,
8% for Price, 10% for Switching from existing handset, 4 % for others.
Data Interpretation
There is huge response for CDMA Technology Problem and also for Limited handsets.
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Observation
&
findings
Findings
Virgin comes only CDMA features.
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Virgin has a large no. of customers those are satisfied with the services, it
increase the customer relationship and also increase the sales of the company.
Virgin has friendliness of delivery point, Virgin Mobile use effective techniques
for take attention of customers.
Virgin mobile has very good and huge customer care service, by this customer
can easily find the solution of the problem.
Virgin has large no. of satisfied customers by its services and offers. But in rural
area virgin is not so much successful.
Virgin is most cost effective brand.
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Suggestions
&
Conclusion
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Suggestions
Virgin should try to promote its latest plans like 50 paisa STD calls in advertisements.
Making customers aware about latest pricing will increase its market share in terms of
cost effectiveness.
Virgin should try to tap 14% of customer base who want to switch to virgin but not able
to switch because of existing non-compatible handset.
Solving existing non-compatible handset problem and better communication to inform
latest pricing strategies will lead to substantial increase in consumer base for virginmobile.
In order to enhance customer satisfaction, time gap between services sought and
delivered should be minimized.
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Conclusion of the Study
Telecom industry is seeing a rise as the trend goes and has potential for growth. Taking into
account the tele-density of 38.88% there is still unexplored market. The competition is fierce
with around 10 Service providers in most of the 18 circles and also the implementation of MNP.The service providers have to be different and have to stick to strict service norms and provide
excellent customer service in order to hold on to the market share. Thus there is intense
competition in the market but at the same time scope for development in rural areas. Airtel, Idea
and Vodafone have taken up initiatives to provide customized connections to Rural customers
like Motor pumps control system, loud speaker phone for illiterates and so on.
In a few words Telecom sector has a lot of scope for growth and the customers at the same time
have the benefit to choose from a wide range of service providers offering various plans targetedto specific customers
It can be said that Virgin has created its image in a very short period in Allahabad.
It is attracting the customers with its good services. Most of the customer satisfied by
Virgin mobile services and facilities.
This satisfaction can be concluded by the response of customer in the questionnaires. Day
by day Virgin is improving his reputation to other Mobile network.
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Bibliography
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BOOKS
1 .Marketing Management
Paramhans Foundation First Edition, 1992
2. Research Methodology
C.R.Kothari Second Edition, 1993
3. Marketing Management
Philip Kotler Tenth Edition, 1999
4. Fundamentals of Statistics
D.N.Elhance Present Edition, 1992
REFRENCES
1. Website of www. mobilestore.com
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2. Website ofwww.google.com
3. www.virginmobile.com
Annexure
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Questionnaire for the Virgin Customers:
Please fill this questionnaire and rate Virgin Mobile on the following aspects from 1 to 5, with 5representing excellent i.e. highly satisfied and 1 being poor i.e. highly dissatisfied.
Q.No.1: Is the delivery point user friendly?
a) Yes
b) No
2. How is the Network quality?
a. High
b. Low
c. Medium
3. The overall satisfaction level with Virgin Mobile?
a) good
b) bad
Name:
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Address:
Contact No
Questionnaire for target customers expectation:
Note: - Please fill this questionnaire and help us in finding target customers expectation from the
firm. Please select the option which according to you is most suitable:
1. Do you own a virgin mobile connection?
a) Yes b) No
2. Which is the most important factor while using a mobile service?
a) Price b) Mobile handset compatibility
c) Mobile service of friends and relatives
d) Free extra services like internet, downloads
e) Others
3. Which is the most cost effective brand in mobile service?
a) Virgin b) Reliance c) Tata Indicom d) Airtel
e) Vodafone f) Idea g) Bpl h) Dont know
4. Are you aware of 50 paise national call plan of virgin mobile?
a) Yes b) No
5. Are you aware of paid incoming call facility by virgin mobile?
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a) Yes b) No
6. If not a virgin customer, will you like to switch to virgin?
a) Yes b) No
c) Can't say
7. Why you do not want to go for virgin mobile?
a) CDMA technology b) Limited Handset
c) Price d) Switching from existing handset
e) Others
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