ppt of ps srinu

8/14/2019 ppt of ps srinu

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A FINAL PRESENTATION ON MANAGEMENT THESISA FINAL PRESENTATION ON MANAGEMENT THESIS

A COMPARATIVE STUDY ON SALES PROMOTIONALA COMPARATIVE STUDY ON SALES PROMOTIONAL

STRATEGIES FOLLOWED BY ICICI LOMBARD AND RELIANCESTRATEGIES FOLLOWED BY ICICI LOMBARD AND RELIANCE

GENERAL,GUNTUR.GENERAL,GUNTUR.

Under the faculty supervision of:Under the faculty supervision of:Miss CH.HYMA (Faculty Guide)Miss CH.HYMA (Faculty Guide)

ICFAI NATIONAL COLLEGEICFAI NATIONAL COLLEGE

GUNTURGUNTUR

submitted bysubmitted by

P.S.SRINIVASA RAOP.S.SRINIVASA RAO


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OBJECTIVES OF THE STUDYOBJECTIVES OF THE STUDY

To compare and analyze the various sales promotional strategies followed

by ICICI Lombard and Reliance General Insurance, Guntur.

To understand the effectiveness of sales promotional strategies of the

respective companies.

To present the findings of the study to the organization on customerperception on sales promotional strategies.


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LIMITATIONSLIMITATIONS

Time limitation is the main constraint.

The data given by the respondents may or

may not be correct.


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SUMMARYSUMMARY

Promotional strategies are playing very important role in thedevelopment and growth of the company. Promotional activities willnot only generate business to the organization but also create brandimage of the company in the society. The Promotional tools that arewidely used by organization for their marketing activities include

Sales promotional activities, Advertising, Public relations, Personalselling, Publicity and Direct marketing.

The report consists on analysis of Sales Promotional strategiesfollowed by ICICI Lombard and Reliance General. An attempt hasmade to understand the meaning and the use of Sales Promotionaltools and the relevant strategies followed by insurance companies

ICICI Lombard and Reliance General,Guntur.


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Research MethodologyResearch Methodology

Primary data is first hand information which iscollected through a questionnaire designed forthe specific purpose by conducting direct

personal interview. The questions are open-ended and closed

ended in nature. Collecting information from thesales executives and management of ICICI

Lombard and Reliance General. Secondary data is collected from Internet,reference books, magazines, journals andcompanys brochures and leaf lets.


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EMPIRICAL ANALYSISEMPIRICAL ANALYSISPromotional

ToolsICICILombard

RelianceGeneral

Sales

promotion

20% 15%

Advertising 40% 45%

Personal

selling

30% 35%

Direct

Marketing

10% 5%

Sales

pro

motio

Adv

ertis

ing

Perso

nals

ellin

Dire

ctMarke

ting

ICICI Lombard

Reliance General0

10

20

30

40

50

ICICI Lombard

Rel iance G eneral


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PERCENTAGE OF USAGE OF SALES PROMOTIONAL STRATEGIESPERCENTAGE OF USAGE OF SALES PROMOTIONAL STRATEGIES

TableTable--22

Sales

promotion

strategies

ICICI

Lombard

Reliance

General

Trade shows 40% 45%

Event sponsorship 30% 35%

Coupons 20% 15%

Discounts 10% 5%

Rebates 0% 0%


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PERCENTAGE OF USAGE OF ADDITIONAL ACTIVITIES DURINGPERCENTAGE OF USAGE OF ADDITIONAL ACTIVITIES DURING

FESTIVAL SEASONFESTIVAL SEASON

TableTable -- 33

ADDITIONAL

ACTIVIES

ICICI

LOMBARD

RELIANCE

GENERAL

Door to door

campaign

25% 20%

Offering free gifts 30% 35%

Conducting trade

fairs

30% 35%

Offering temporary

price discounting

15% 10%


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PERCENTAGE OF BUSINESS GENERATED FROM SALESPERCENTAGE OF BUSINESS GENERATED FROM SALES

PROMOTIONAL TOOLSPROMOTIONAL TOOLS

TableTable--44

Sales

promotion

strategies

ICICI Lombard Reliance

General

Trade shows 15% 25%

Event sponsorship 45% 40%

Coupons 30% 20%

Discounts 10% 15%

Rebates 0% 0%


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FINDINGSFINDINGS

ICICI Lombard and Reliance General Insurancehave good brand image.

Because of their top position in the mutual fundindustry customers are willing to invest.

Customers are well aware of the companiesthrough their sales promotional strategies.

Companies could boost up their sales throughsales promotional strategies.

Sales promotional strategies help the companiesto attract new customers as well as increasetheir business.


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SUGGESTIONSSUGGESTIONS

Companies should create awareness aboutGeneral Insurance through media

Companies should invest more on sales

promotional strategies to increase their business Companies should maintain cordial relationship

with the customers after sales and pre sales

Companies should not only follow the sales

promotional strategies in festival season but alsothey should follow these strategies in all thedays


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CONCLUSIONCONCLUSION

ICICI Lombard and Reliance General are promoting their products

by making use of the sales promotional strategies like trade shows,

event sponsorships, coupons, discounts etc.

The sales promotional strategies that are followed by both the

companies have generated lot of income for the company and

helped the company to expand its business world wide. Each

company got recognition for its sales promotion strategies. The

companies are good at their sales promotional strategies, inventing

new strategies, increasing business day by day and generating

revenue.

The sales promotional strategy is an indispensable one for eachcompany to promote their products without which the company can

no longer exists. Even though they are intangible in nature one

cannot avoid them.

Ultimately sales promotional strategies play an important role in

generating the business and remain as a back bone to the company.


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