SALES STRATEGIES

PREFACE

I was lucky to get an opportunity to work in TAEHWA ENTERPRISES INDIA PVT. LTD. Noida. Product Marketing Strategy Plays important role in TAEHWA ENTERPRISES INDIA PVT. LTD., Product Marketing Strategy helps in achieves its goals.

The first section deals with Product Marketing Strategy in this section, I have given a brief conceptual explanation to Advertisement. It contains the definition, importance & benefits of Product Marketing Strategy.

The second section of my report deals with a Introduction about TAEHWA ENTERPRISES INDIA PVT. LTD. About its activities and operations, Products & Services , etc. this section attempts to give detailed information about the company and the nature of its functioning.

Product Marketing Strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A Product Marketing Strategy should be centered around the key concept that customer satisfaction is the main goal.

Organizations have now started realizing that the Product Marketing Strategy is the only way to increase organizational efficiency in terms productivity, quality, profits and better customer orientation.

TABLE OF CONTENT

S.NOCONTENTSPAGE NO.

01INTRODUCTION03

02 COMPANY PROFILE 26

03OBJECTIVE OF THE STUDY38

04RESEARCH METHODOLOGY40

05DATA ANALYSIS & INTERPRETATION45

06FINDINGS 55

07SUGGESTION57

08CONCLUSION59

0910BIBLIOGRAPHY

ANNEXURE6163

Product marketing

Product marketingdeals with the first of the "7P"'s ofmarketing, which areProduct,Pricing,Place, andPromotion, Packaging, Positioning & People.

Product marketing, as opposed toproduct management, deals with more outboundmarketingtasks. For example, product management deals with the nuts and bolts ofproduct developmentwithin a firm, whereas product marketing deals with marketing theproducttoprospects,customers, and others. Product marketing, as a job function within a firm, also differs from other marketing jobs such asmarketing communications("marcom"),online marketing,advertising,Product Marketing Strategy,public relations, etc.

AProduct marketis something that is referred to when pitching a new product to the general public. The people you are trying to make your product appeal to is your consumer market. For example: If you were pitching a newvideo game consolegame to the public, your consumer market would probably be the adult male Video Game market (depending on the type of game). Thus you would carry outmarket researchto find out how best to release the game. Likewise, a massage chair would probably not appeal to younger children, so you would market your product to an oldergeneration.

Role of product marketingProduct marketing in a business addresses five important strategic questions:[1] Whatproducts will be offered (i.e., the breadth and depth of theproduct line)?

Whowill be the target customers (i.e., the boundaries of the market segments to be served)?

How will the productsreachthose (i.e., the distribution channel and are there viable possibilities that create a solid business model)?

At whatpriceshould the products be offered?

How will customers beintroducedto the products (i.e., advertising)?

Product marketing vs. product managementProduct marketing frequently differs fromproduct managementinhigh-techcompanies. Whereas theproduct manageris required to take a product's requirements from the sales and marketing personnel and create aproduct requirements document(PRD),which will be used by the engineering team to build the product, the product marketing manager can be engaged in the task of creating aMarketing Requirements Document(MRD), which is used as source for the product management to develop the PRD.

In other companies the product manager creates both the MRDs and the PRDs, while the product marketing manager does outbound tasks like giving product demonstrations in trade shows, creating marketing collateral likehot-sheets,beat-sheets,cheat sheets,data sheets, andwhite papers. This requires the product marketing manager to be skilled not only incompetitor analysis,market research, andtechnical writing, but also in more business oriented activities like conductingROIandNPVanalyses on technology investments, strategizing how the decision criteria of the prospects or customers can be changed so that they buy the company's product vis-a-vis the competitor's product, etc.

One issue that faces Product Marketers is that they are chartered with developing much of the content for the various constituents (sales, marcom, customers, blogs, etc.). Creating content tends to be given more value than the actual research and thinking that is behind all the content.

In smaller high-tech firms orstart-ups, product marketing and product management functions can be blurred, and both tasks may be borne by one individual. However, as the company grows someone needs to focus on creating good requirements documents for the engineering team, whereas someone else needs to focus on how to analyze the market, influence the "analysts", and understand longer term market direction. When such clear demarcation becomes visible, the former falls under the domain of product management, and the latter, under product marketing. InSilicon Valley, in particular, product marketing professionals have considerabledomainexperience in a particularmarketortechnologyor both. Some Silicon Valley firms have titles such as Product MarketingEngineer, who tend to be promoted to managers in due course.

The trend that is emerging in Silicon Valley is for companies to hire a team of a product marketing manager with a technical marketing manager. TheTechnical marketingrole is becoming more valuable as companies become more competitive and seek to reduce costs and time to market. Another trend is to have one Product Marketing Manager per group of Product Managers. This is the model that leads to the issue of PMMs being pressured to write content instead of connecting with the market.

ProductCamp: Product knowledge will take a back seat to the ability to connect with customers and understand their business issues. The ability to empower sales with training and tools to sell value rather than delivering the presentation themselves will become a key success metric. Product marketing isn't just about understanding speeds, feeds, bandwidth, capacity and features. It's about aligning your organization and having the right CRM Support to deliver value to your target customer.

Type of Product Marketing

Value (marketing) shopper marketing Product managementThevalueof aproductis the mental estimation a consumer makes of it. Formally it may be conceptualized as therelationshipbetween theconsumer's perceived benefits in relation to the perceived costs of receiving these benefits. It is often expressed as the equation :

Value = Benefits / CostValue is thus subjective (i.e., a function of consumers' estimation) and relational (i.e., both benefits and cost must be positive values).

There are parallels betweencultural expectationsand consumer expectations. Thus pizza inJapanmight be topped with tuna rather than pepperoni, as pizza might be in theUS; the value in themarketplacevaries from place to place as well as frommarketto market.

For a firm to deliver value to its customers, they must consider what is known as the "total market offering." This includes the reputation of the organization, staff representation, product benefits, and technological characteristics as compared to competitors' market offerings and prices. Value can thus be defined as the relationship of a firm's market offerings to those of its competitors.

Value in marketing can be defined bybothqualitativeandquantitativemeasures. On the qualitative side, value is the perceived gain composed of individual's emotional, mental and physical condition plus various social, economic, cultural and environmental factors. On the quantitative side, value is the actual gain measured in terms of financial numbers, percentages, anddollars.

For an individual to deliver value, one has to grow his or her knowledge and skill sets to showcase benefits delivered in a transaction (e.g., getting paid for a job).

For an organization to deliver value, it has to improve its value: cost ratio. When an organization delivers high value at high price, the perceived value may be low. When it delivers high value at low price, the perceived value may be high. The key to deliver high perceived value is attaching value to each of the individuals or organizationsmaking them believe that what you are offering is beyond expectationhelping them to solve a problem, offering a solution, giving results, and making them happy.

Value changes based on time, place and people in relation to changing environmental factors. It is a creative energy exchange between people and organizations in our marketplace.

Shopper marketing

Shopper marketingis "understanding how one's target consumers behave as shoppers, in different channels and formats, and leveraging this intelligence to the benefit of all stakeholders, defined as brands, consumers, retailers and shoppers."

According to Chris Hoyt "Shopper marketing [is] brand marketing in retail environment." Since it includes category management, displays, sales, packaging, promotion, research and marketing "Shopper marketing is theelephant in the roomthat nobody sees the same way." ([Shopper Marketing book], Kogan Page 2009)

Shopper marketing is not limited to in-store marketing activities, a common and highly inaccurate assumption that impairs the spread of any industry definition. Shopper marketing must be part of an overall integrated marketing approach that considers the opportunities to drive consumption and identifies the shopper that would need to purchase a brand to enable that consumption. These shoppers need to be understood in terms of how well they interpret the needs of the consumer, what their own needs as a shopper are, where they are likely to shop, in which stores they can be influenced in, and what in-store activity influences them.

Unilever defines a shopper insight, an insight upon which shopper marketing is based - as a "focus on the process that takes place between that first thought the consumer has about purchasing an item, all the way through the selection of that item.-

Shopper marketing challenges the assumption that the shopper and the consumer are the same. Despite the fact that this is not always true (consider the consumer and shopper of pet food for a moment) it is clear that the industry still gets confused.

Shopper marketing is important for many reasons, but it is clearly of importance to manufacturers if for no other reason that they spend vast amounts of money on it, and that these amounts are increasing. Many organizations spend over 8% of total sales on in-store marketing; when total trade spend is added up it can often top 40% of total revenue.[citation needed]In shopper marketing, manufacturers target portions of their marketing investment at specific retailers or retail environments. Such targeting is dependent on congruency of objectives, targets and strategies between the manufacturer and a given retailer or a given type of retail environment.

A significant factor in the rise of shopper marketing is the availability of high quality data from which insights may be gleaned to help shape strategic plans. According to recent industry studies, manufacturer investment in shopper marketing is growing more than 21% annually.[3]For instance, Procter & Gamble, according to the companys financial statements, invests at least 500 million dollars in shopper marketing each year.[4]Procter & Gamble's Wal-Mart Customer

Team as well as ThompsonMurray (now Saatchi & Saatchi X), are considered by many as the original pioneers in true Shopper Marketing in the US. Shopper marketing is also practiced by the leading European companies such as Unilever and Beiersdorf and the discipline is developed further by the likes of Phenomena Group, Europe's first shopper marketing agency.[The following statistics have caused the reapportionment of marketing investment from consumer marketing to shopper marketing (it must be noted that what follows is ultimately very misleading; each brand performs differently based on shopper need states, shopper trip types, retailer formats, brand importance, brand relevance and a host of other factors:

70% of brand selections are made at stores[ 68% of buying decisions are unplanned

5% are loyal to the brand of one product group

Practitioners believe that effective shopper marketing is increasingly important to achieve success in the marketplace

Examples of Shopper segmenting TESCO

Finer Foods

Healthy

Convenience

Price Sensitive

Mainstream

Traditional

Social Shoppers

WAL-MART

Brand Aspirationals

Price Value Shoppers

Trendy Quality Seekers

Price Sensitive Affluents

One Stop Shoppers

Conscientious Objectors

SAFEWAY

Value-Seeking

Variety-Seeking

Brand-Seeking

Simplicity-Seeking

Discovery-Seeking

Quality-Seeking

Product marketing

Successful companies dont market products, they market offerings.An offeringencompasses the benefits or satisfaction provided toyour target markets, tangible and intangible. To successfully market your product, you must understand its benefits from the buyers perspective. This approach allows you to think beyond the tangible product entity and consider what the consumer is actually buying and their reasoning behind that purchase.

Youroffering includes a tangible product or service, plus anyrelated services,such asinstallation, warranties, guarantees, and packaging. It also includes intangible benefits,from peace of mind, to validating an identity, to showing off to the neighbors.

Focusing on the offering, rather than on the actual product or service itself, can be valuablefor analyzing consumers alternatives, to better identify unmet needs and wants ofyour target markets, and to enhance development of new products or services.

In a larger sense, an organizations offerings are a part of who they are as a business. Your marketing plan should address what types of customers you seek, what the buyers need, and how your offerings meet their needs. It should also describe how your offering is communicated and what value it holds for the consumer.

Offering MixMost organizations sell more than one product. A multi-product approach often adds value, leverages economies of scale and expertise, and increases revenue generation potential. Banks offer dozens of services. Most retail stores offer hundreds of products to meet the breadth of needs of their customers. General Electric has over 200,000 products. The combined offerings of an organization is known as their offering mix.

This offering mix can be classified according to the width, length, depth, and consistency of the products. These four dimensions are the tools for developing the companys Product Marketing Strategy and deciding which product line to grow, maintain, harvest, or divest. Strong products should be grown or maintained. Weak or unprofitable lines should be sold or discontinued.

Four basic factors are critical in the decision to manage individual product lines.

Consumer demand

Cost to produce

Gross margin

Total sales volume

When change occurs in any of these areas, you should analyze the product line and decide how many resources should be invested.

The Product ManagerThe product manager often stands between the product development team and the marketing team, bringing the concepts together throughout the implementation process. Some organizations have the resources and the need to have a position dedicated to manage the one or more product lines. The role of the product manager is to develop product plans, implement them, monitor the results, and take corrective action when necessary.

The product managers goal is to intimately know the target markets the product or products serve and understand how these markets perceive the product. There are critical customer questions the product manger must answer:

What needs are our customers satisfying when they buy our product?

Why do they buy it?

What do they consider to be viable product alternatives or substitutes?

How do our products compare to those other potential choices?

Tasks to Achieve the GoalThe product managers tasks most often can be described by these activities:

1. Develop an enduring competitive strategy.

2. Prepare and maintain a product marketing plan with a sales forecast.

3. Work with advertising and merchandising agencies to develop copy, programs and campaigns.

4. Stimulate an understanding of the product and support among the sales force and distributors.

5. Gather product performance data from customers, resellers, dealers and others in the sales channel regarding attitudes, new problems, and opportunities.

6. Initiate product improvement to meet changing market needs.

The focus and specialization a product manager offers an organization can prove to be a valuable resource in making certain that the return on investment for each product is optimized.

Product managementProduct managementis an organizational lifecycle function within a company dealing with the planning or forecasting or marketing of a product or products at all stages of theproduct lifecycle.

Product development(inbound-focused) andproduct marketing(outbound-focused) are different yet complementary efforts with the objective of maximizing sales revenues, market share, and profit margins. The role of product management spans many activities from strategic to tactical and varies based on the organizational structure of the company. Product management can be a function separate on its own and a member of marketing or engineering.

While involved with the entireproduct lifecycle, product management's main focus is on drivingnew product development. According to the Product Development and Management Association (PDMA), superior and differentiated new products ones that deliver unique benefits and superior value to the customer is the number one driver of success and product profitability.

Aspects of product Depending on the company size and history, product management has a variety of functions and roles. Sometimes there is a product manager, and sometimes the role of product manager is shared by other roles. Frequently there is Profit and Loss (P&L) responsibility as a key metric for evaluating product manager performance. In some companies, the product management function is the hub of many other activities around the product. In others, it is one of many things that need to happen to bring a product to market and actively monitor and manage it in-market.

Product management often serves an inter-disciplinary role, bridging gaps within the company between teams of different expertise, most notably between engineering-oriented teams and commercial-oriented teams. For example product managers often translate business objectives set for a product by Marketing or Sales into engineering requirements. Conversely they may work to explain the capabilities and limitations of the finished product back to Marketing and Sales. Product Managers may also have one or more direct reports who manage operational tasks and/or aChange Managerwho can oversee new initiatives.

Product Product Marketing StrategyIf you have a product that you are trying to market, your best bet will be to take it to the internet. Advertising online opens up and unlimited market, and if you do things right you can earn a fortune just by marketing a single product.

There are many strategies that you can use to marketing your products online, but the most effective and powerful is utilizing the awesome power of the search engines like Google and Yahoo.

So how do you tap into the powerful search engines to marketing your product? Well it all starts with building a website. A website will be your tool for promoting your product,generating traffic, pre-selling your offerings, building opt-in mailing lists, and even developing additional sources of revenue.

The key to this product Product Marketing Strategy is choosing the target audience that you will be promoting to, the people who will be most interested in your product. Once you have chosen your niche, it is time to start building a website that will attract a ton of visitors that are in your target marketing.

Building a website can be pretty simple, especially if you use an easy website builder like theSite Build It System.This is the only site builder that I use, and it does an awesome job.But a website is only as good as its ability to generate traffic. The real key to generating massive amounts of search engine traffic is providing a lot of content (information) that people in your target audience will be searching for at the engines.Content is what causessearch engine traffic, and traffic is the thing that we are after. Therefore your main goal when building your website is to add as much useful, original, unduplicated content as possible.

Using keywords in your content will help the engines list your site in the most relevant places, therefore sending the mosttargeted trafficto your site as possible.Once you have an information rich website that draws in your target audience, you can promote your product throughout your various webpages, wherever it is fitting. And the best part is that all of your advertising will already be taken care of.And having a high trafficnichesite will not only allow you to effectively market your products online and generate leads and sales, but it will also open you up to additional income sources. You can placeGoogle AdSenseads like the ones you see on this page, and as people visit your site and click your ads, you will be making money. Some marketers use AdSense revenues for additional advertising for their products or to grow their mailing lists.And this will not take away from the revenue that you generate from your primary offering. Many people never intend to by online, and yet they still search around and click on ads. Adding Google ads to your webpages will help you monetize as much of your traffic as possible, and it will add a strong income source to your primary one, or simply create more money to invest int paid advertising.

Product marketing Plan

When developing a product marketing plan write an outline of your strategy, research the information you need to use, fill in any critical gaps in your outline, then create a report that includes statistical information captured in graphs, charts and tables.

This report can now serve multiple purposes. It can be used as a manual for your marketing plan, a way to present your plan to financiers and partners, and the basis for a marketing, advertising and sales campaign.

Here are 3 essential elements you need to structure a useful outline:

1. Create a mission statement.

This should include your business, manufacturing, product development and marketing objectives.

2. Understand your target market.

Ask questions like:

What is the size of the customer base?

What are they buying right now?

Why are they making these purchases?

What problem are they trying to resolve?

What makes our product a better solution than what is currently available for these customers?

How much are customers willing to pay for our solution?

How long will it take to make a sale?

What is the competition doing well?

What is the competition doing poorly?

What else can we do to provide customer satisfaction, repeat business, and referrals?

3. Study your competition.

The success of your marketing plan is based on how well you distinguish yourself from the competition. On one hand, you want your product to offer customers a ring of familiarity. On the other hand, you dont want to be mistaken for a copy cat competitor.

In order to understand your competition, you need to ask questions like:

Who are my competitors and what are they currently doing in this industry?

What type of advertising, marketing, and selling strategies are the best in the business doing?

What type of price points are my competitors offering customers?

What is the most effective production and distribution model in this business?

Once these elements have been identified and described, and once you have done your research work to answer essential questions and created a report that fully describes your marketing plan, your next steps include market testing, making strategic decisions, writing an action plan and implementing it.

Product Marketing VS Service Marketing

Themarketingofproducts andservices reveal two different situations which require two very different strategies. Withproducts you need only consider the perceived value,price, location, andadvertising. Withservices you need to consider the perceived value, price, location, advertising, process, people, and proof.

When advertising aserviceits important to demonstrate your process and proof through testimonials or other sources to build reasonable expectations with your customer. These expectations will build perceived value in yourproductorservice. When advertising aproductproof is not as critical because theproductis tangible and returnable.

Perceived value is the amount a consumer would expect to pay for yourproductbefore they see the actual price. To build perceived value in aproductyou demonstrate and explain its benefits in relation to the customers needs. To build perceived value in aserviceyou mustprove that you are consistent and can provide qualityserviceto meet the customers needs.

Pricing forproducts will include the cost of materials, manufacturing, and distribution.Service pricing may include a small amount for some offsite manufacturing or travel but in general the pricing for aserviceis mostly profit. This low cost for providing theservicewill allow you to spend more money advertising and demonstrating theservice.

The location of yourproductorservicemay not be important depending on the type of item youre selling. If you run a retail location with many items, a stable location with plenty of walk-by or drive-by traffic is important. Niche items andservices may not require a stable location as consumers do not need to know where yourserviceis locatedunless theyre specifically requesting theserviceyou provide.

The process or operation of yourbusinessis a variable that consumers can compare with your competitors. Use your advertising and presentation wisely to explain why your process is better than the competition.

People are the ones that "deliver" yourservice. People are the most difficult part of maintaining consistency inmarketing. With aserviceyoure dependent on people to offer the best customerserviceto each and every customer. If a consumer buys aproductthen tells a friend. The friend can rest assured that if they buy the sameproductthey will have the sameresult. Services do not operate this way. The trust consumers have in a humans ability to execute the same level of customerserviceday in and day out is nonexistent and for good reason. People are inconsistent creatures and thats whyservicemarketers are burdened withshowing proof not once, but several times over.

Proof is the evidence that yourserviceorproductis worthy of purchase.productsseldom need proof because they are tangible and returnable. Proof forservices may include testimonials, photos, audio, video,salesdata, or other. In order to gain new customers your proof must be backed by facts and directly related to the customers needs.

For a consumer, choosing aproductis a matter of comparing the facts, choosing aserviceis like a trial. You have two sides: you and your competitor, or even more. Each side must backup their statements with evidence in order to prove their case. The consumer will judgethe case and decide who is telling the truth, who has the most evidence that is relevant to their needs, and ultimately who is the best business for hire.Product Marketing: Increasingly ImportantProduct marketing is misunderstood. When most people think of marketing they dont think of product marketing they think of branding and communications or advertising. However as companies increase their spending on social media and digital marketing it may be time to invest more in product marketing. Heres why:

Product Marketers have deep market knowledge Prospects are looking for helpful information online and do not want to be sold to. Product marketers have a deep understanding of the problems that people in a market face and are great at creating content that can educate and help prospects.

Product Marketers have deep solutions knowledge One of the key things that separates Product Marketing from other forms of marketing is the depth of understanding of products/solutions. This deep level of understanding is critical when it comes to working with customers in a more interactive way like through social media. Its not enough to just have to skills to communicate canned messages, youll need someone who can answer questions, react on the fly and generally be as helpful as possible. Product marketers are great at this.

Product marketers focus on customer value, not technology/features this is the part where I pick on traditional product managers, who often officially own product marketing but ignore it. Product management is a big job and often product managers can be so focused on feature development they cant put themselves into the shoes of the customer when it comes to communicating why someone should buy. Customers dont care about features or technology or anything else that represents how you do what you do. What they care about is how you going to improve their lives. Good product marketers nail this.Product marketing is critical to successful sales and thus directly impacts a company's bottom line. Even the greatest product will not "sell itself." It has to be appealing in looks, performance and price, and it has to be accessible. In addition, you, the product manager, will manage budgets, personnel and third parties, and also monitor competitors. If you work for a small or young company, you can expect to carry a large bulk of the responsibility.

1. Planning and Analyses

Research in your industry is a big part of successful product marketing.As the product manager, you need to research and identify markets and customers for each product. You have to learn if there is an unmet need in these markets that your product will meet, and then use research to best determine how to make the product accessible. You must research your competitors, determine what they are doing well and what they are doing that you and your company can do better. You also have to do future planning by creating "product road maps," so that you can plan for the next design or additional product offerings.

2. Cost and Pricing

Some customers equate price with value, so research your price points carefully.Pricing can be one of the most sensitive aspects of product marketing. You have to consider the cost of making the product and promoting it, which can include both internal overhead costs as well as external costs. You have to determine the need to be competitive with the pricing of similar products, or whether your product warrants a higher price that will be acceptable to your target customer. If your product is priced too low, it not only affects your revenue. It also may also suggest to customers that the product is of inferior quality. Setting the price too high, however, can price you out of the market entirely.

3. Promotion

Personal presentations for large customers or product reviewers are one aspect of promotion for your product.Your product needs to be promoted using a combination of advertising, public relations, merchandising materials such as brochures, point-of-sale materials, and even personal presentations to product reviewers, buyers or large prospective customers. Depending on your company and budget, you may use internal staff for much of the advertising and public relations activities, or contract with outside agencies and consultants. Either way, the management, coordination and oversight of these personnel are within your purview as product manager.

4. Sales Tools and Training

You need to educate and train internal and external salespeople about your product.As the product marketer, you need to educate and train sales staff on the features and benefits of the product. If your product is sold in retail outlets, you want to ensure the salespeople know your product. Sales representatives may need to be selected and also trained. If you sell the product online, you will need to assess the best online venues and tools to control inventory, shipping and security, among other considerations.

Product Plan

Product marketing strategic planning has never been more difficult or more essential. Strategic planning can be lost in a myriad of non strategic details, simply become part of an annual ritual because of a formal procedure guide, or be nothing more than a wish list of potential projects. Effective strategic plans have a clear and logical structure that brings clarity to the major product marketing issues that must be addressed to ensure that new products delivers real and improving value to the business. Based on our experiences in helping clients to develop major product marketing strategic plans, we present a checklist of the most critical ingredients of effective strategic plans.1.Where does the business want to be?Are the business drivers and directions defined? Is the focus on reducing internal costs, mergers and acquisitions, new markets, and new customer services and products? What are the key information and customer requirements to support these business strategies? Enterprises that can articulate these forces have a good starting point to develop a product marketing strategy.

2.Is the vision clear?The best visions capture the overarching purpose in a few memorable words. For example: 1) Superior memory yields intelligent products 2) leading-edge technology to maintain a competitive advantage; and 3) Internet information services meets global business needs. Visions are often confused, with competing objectives of lowest-cost-yet-leading-edge technologies, or technology driven with no linkage to business drivers. A good product marketing vision statement will require some robust debate with business leaders as part of an effective product marketing governance process.

3.Where are we today?Before charting the future, it is important to document the current product marketing environment, describing the key applications and the supporting product marketing infrastructure, and listing the strengths and weaknesses. How well do applications meet business needs? What are their life expectancies, how diverse are the technologies, what is the degree of integration? What projects are in progress, and are they on track? Has the efficiency of service delivery been measured through benchmarking? Applications portfolio and product platform analysis is one tool for categorizing different types of applications.

4.Are the major product marketing strategies clearly stated?This should always start with strategies for the key business applications, even if the strategy is just to exploit and maintain. Then the strategy should address the overall product marketing architecture and product marketing infrastructure requirements to support the business applications. The plan must convey a broad overview of costs and benefits, and identify key milestones and metrics that will be used to monitor progress. A sourcing strategy should be presented, identifying how the skills required for implementing the strategies will be secured. An effective strategy will always be a "work in progress," providing a framework within which specific projects are developed and business cases assessed.

5.What are the risks?Will the technologies develop as forecast? Are the required technologies mainstream or leading edge? Will we able to secure and retain the skills required? How robust/flexible are our plans, including reliance on critical vendors? Are there any alternatives that should be considered? Which technologies and solutions are not currently part of the strategy, but warrant being on the "watch list" because they may become significant?

TAEHWA ENTERPRISES INDIA PVT. LTD.

Products manufacturing and supplying of house hold, electrical appliances, meter core system.

Business Type : Manufacturer / Supplier

Year Established : 2004,

No. Of Employees : 100Products

Manufacturing and Supplying : House hold, electrical appliances, meter core system

Products

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OBJECTIVE OF THE STUDYPRIMARY OBJECTIVE

To study the Product Marketing strategies of TAEHWA ENTERPRISES INDIA PVT. LTD. To know about the Techniques of Product Marketing in TAEHWA ENTERPRISES INDIA PVT. LTD..SECONDARY OBJECTIVE

To find out the customer satisfaction regards TAEHWA ENTERPRISES INDIA PVT. LTD. To find out the Market value of TAEHWA ENTERPRISES INDIA PVT. LTD..

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. Research methodology constitutes of research methods, selection criterion of research methods, used in context of research study and explanation of using of a particular method or technique so that research results are capable of being evaluated either by researcher himself or by others.

PRIMARY RESEARCH:

This consisted questionnaire and interaction from various people.

A focus group study have conducted to design the Retailer survey questionnaire with a sample size of 50 respondents. The survey was conducted in Noida city..

SECONDARY RESEARCH:

1 Internet ,

2 Books

3 Journals ,

4 Newspaper,

5 Annual report,

6 Database available in the library,

7 Catalogues and presentations.

IMPORTANCE OF THE RESEARCH

Significance of research and research leads to invention.

Following facts highlight the importance of the research.

1. Research facilitates logical or scientific thinking process which leads towards flow less strategy formulation.

2. It facilitates identification of trends which ultimately responsible in marketing opportunities.

3. Decision making becomes easier for well researched phenomenon.

4. Research is important in solving various operational and planning problems of business and industry.

TOOLS AND TECHNIQUESAs no study could be successfully completed without proper tools and techniques, same with my project. For the better presentation and right explanation I used tools of statistics and computer very frequently. And I am very thankful to all those tools for helping me a lot. Basic tools which I used for project from statistics are-

- Pie charts

- Tablesbar charts and pie charts are really useful tools for every research to show the result in a well clear, ease and simple way. Because I used bar charts and pie charts in project for showing data in a systematic way, so it need not necessary for any observer to read all the theoretical detail, simple on seeing the charts any body could know that what is being said.

Technological Tools

Ms-Word

Ms-excel

Internet

Above application software of Microsoft helped me a lot in making project more interactive and productive.

Microsoft-Excel had a great role in my project, it created for me a situation of you sit and get. I provided it simply all the detail of data and in return it given me all the relevant information..

Microsoft-Access did the performance of my personal assistant who organizes my all the details of document without disturbing them even a single time in all the project duration.

And in last Microsoft-Word did help me for the documentation of the project in a presentable form.

SCOPE OF THE STUDYThe scope of the study is limited to the Product Marketing Strategies of TAEHWA ENTERPRISES INDIA PVT. LTD. Study objective is to examine the various factors which play their part in Product Marketing Strategy Promotion activity, customer Satisfaction, buying behavior and the major dissatisfaction areas for the customers. The study considered the area of Noida city. The sample under consideration consisted of the existing customers of TAEHWA ENTERPRISES INDIA PVT. LTD. .

Company can use this information for the betterment of the policies and making new strategies.

Each and every project study along with its certain objectives also have scope for future. And this scope in future gives to new researches a new need to research a new project with a new scope. Scope of the study not only consist one or two future business plan but sometime it also gives idea about a new business which becomes much more profitable for the researches then the older one.

We have selected following parameters for study purpose.(1) Services of TAEHWA ENTERPRISES INDIA PVT. LTD. .(2) Marketing Strategies of TAEHWA ENTERPRISES INDIA PVT. LTD. (3) Satisfaction level.(4) Uniqueness.(5) Promotion activity. (6) Local Converge.(7) Sales Promotion. (8) Advertisement media. (9) Competitor.

LIMITATION

1. Sample size of 50is not enough to generalize result.

2. Response is depending upon psychology of respondent.

3. The survey is geographically limited to Noida.

4. Some of the respondent tries to hide information like sales volume.

5. Retailer take it lightly and do not show interest in providing sufficient and exact information.

6. Some secondary data which I expect to collect from the company is not provided to me.

DATA ANALYSIS & INTERPRETATION

Q.1 1. How would you rate the attractiveness of our product?

Response % of respondent

Excellent 40

Very Good 30

Good 05

Fair 15

Poor 10

INTERPRETATION-Out of 50 respondent 40% told the attractiveness of our product and provided to customers while 30% told Its very good and 15% told fair, 05% told good ,10% told poor.

Q.2 what do you find the advanced technology of our product?Response % of respondent

Excellent 35

Very Good 22

Good 28

Fair 05

Poor 10

INTERPRETATION-Out of 50 respondent 35% respondent told the advanced technology of product is Excellent while 22% told Its very good and 05% told fair, 28% told good ,10% told poor.

Q.3. Do you find the product easy to handle?

Response % No. of respondent

Yes70

NO30

INTERPRETATION-

Out of 50 respondent 70% respondent were agree while 30% were not agree with the statement that the product easy to handle.

Q.4 Do you find our product touch sensitive?

Response % No. of respondent

Yes70

NO30

INTERPRETATION-

Out of 50 respondent 70% respondent were agree while 30% were not agree with the statement that product touch sensitive.

5. What is the least attractive factor about our product?

Response % of respondent

Design 25

Handling options 32

Installation options 18

Technology 25

INTERPRETATION-Out of 50 respondent 25% respondent told the least attractive factor about product is Design while 32% told attractive factor about product is handling option and 18 % told attractive factor about product is installation option , 25% told attractive factor about product is technology.

Q.6 How would you rate your experience of using our product?

Response % of respondent

Excellent 29

Very Good 21

Good 23

Fair 13

Poor 14

INTERPRETATION-

Out of 50 respondent 29% told their experience of using our product is Excellent while 21% told Its very good and 13% told fair, 23% told good, 14% told poor.

Q.7 Do you find the price of the product reasonable?

Response % No. of respondent

Yes70

NO30

INTERPRETATION-

Out of 50 respondent 70% respondent were agree while 30% were not agree with the statement that computerization accounting makes sure that the price of the product reasonableQ.8. Would you like to use our product again?

Response % No. of respondent

Yes70

NO30

INTERPRETATION-

Out of 50 respondent 70% respondent were agree while 30% were not agree with the statement that they like to use our product again.Q.9. Would you recommend our product to your friends or relatives?

Response % No. of respondent

Yes65

NO35

INTERPRETATION-

Out of 50 respondent 65 % were agree while 35% were not agree with the statement that they recommend our product to your friends or relatives.

FINDING

40% told the attractiveness of our product and provided to customers while 30% told Its very good and 15% told fair, 05% told good ,10% told poor.

35% respondent told the advanced technology of product is Excellent while 22% told Its very good and 05% told fair, 28% told good ,10% told poor.

70% respondent were agree while 30% were not agree with the statement that the product easy to handle 70% respondent were agree while 30% were not agree with the statement that product touch sensitive. 25% respondent told the least attractive factor about product is Design while 32% told attractive factor about product is handling option and 18 % told attractive factor about product is installation option , 25% told attractive factor about product is technology.

29% told their experience of using our product is Excellent while 21% told Its very good and 13% told fair, 23% told good, 14% told poor.

70% respondent were agree while 30% were not agree with the statement that computerization accounting makes sure that the price of the product reasonable 70% respondent were agree while 30% were not agree with the statement that they like to use our product again 65 % were agree while 35% were not agree with the statement that they recommend our product to your friends or relatives

SUGGESTIONTAEHWA ENTERPRISES INDIA PVT. LTD. is highly focused on its future objectives & expansion plans, but at the same time it has to maintain a balance between the present plan &the future one. On the basis of strategic analysis following recommendations will help in achieving its future goals effectively & efficiently:-

TAEHWA ENTERPRISES INDIA PVT. LTD. must focus on its Vision & Mission in order to attain it objective.

TAEHWA ENTERPRISES INDIA PVT. LTD. should focus on expanding its market in order to grab the market shares.

It should also try to maximize the shareholders wealth.

TAEHWA ENTERPRISES INDIA PVT. LTD. should not choose those project which may dilute the brand name just for the sake of gaining market shares.

It should focus on to convert itself from Question Marks to Stars.

TAEHWA ENTERPRISES INDIA PVT. LTD. has a high growth potentials, so it should try to raise funds

timely in order to meet its target.

TAEHWA ENTERPRISES INDIA PVT. LTD. should not do over promise as it will deteriorate its goodwill.

TAEHWA ENTERPRISES INDIA PVT. LTD. must focus on its competitors strategy(ies) in order to gain a competitive edge.

TAEHWA ENTERPRISES INDIA PVT. LTD. should try to go for diversification to minimize risk factor & to explore new market as well.

CONCLUSION

After completion of Research I concluded that In TAEHWA ENTERPRISES INDIA PVT. LTD.in Noida Product Marketing Strategy Measures is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A Product Marketing Strategy should be centered around the key concept that customer satisfaction is the main goal.

As the customer constitutes the source of a company's revenue, Product Marketing Strategy is closely linked with sales. A key component of Product Marketing Strategy is often to keep marketing in line with a company's overarching

statement" mission statement

We have Study about the Product Marketing Strategy which helps in Achieving Goals of Company ,The objectives of all business are to makes profits and a merchandising concern can do that by increasing its sales at remunerative prices

BIBLIOGRAPHY

BOOKS

Marketing Management Philip Kotler, The Millennium Edition,

Prentice Hall Of India Private Limited, New Delhi.

A. Aaker, David. Strategic Market management. New York: John

Wiley & Sons,2001, pp.154-162.

Levy, Michael. A. Weitz .Barton. Retailing Management. New York:

McGrew-Hill,2004,pp.6-8, 627

Palmer, Adrian. Introduction to Marketing. India: Oxford University

Press,2004, pp.350-351,363.

Marketing Research:G.C Brek, Tata Mc Graw-Hill Publishing Company Limited, New Delhi

Periodical:

Business Word

DFPI, Annual ReportResearch Methodology: C.R.Kothari , 2nd edition.

S.N Murty and U Bhojanna

Website Address:

www. TAEHWA ENTERPRISES INDIA PVT. LTD..com

www.googlesearch.com

Questionnaire

1. How would you rate the attractiveness of our product?

a) Very attractive

b) Attractive

c) Neutral

d) Not attractive at all

2. Do you find our product touch sensitive?

a) Yes

b) No

3. Do you find the product easy to handle?

a) Yes

b) No

4. How advanced do you find the technology of our product?

a) Strongly agree

Agree

Neither agree nor disagree

Disagree

Strongly disagree5. What is the least attractive factor about our product?

a) Design

b) Handling options

c) Installation options

d) Technology

6. Do you find the price of the product reasonable?

a) Yes

b) No

7. How would you rate your experience of using our product?

a) Excellent

b) Good

c) Satisfactory

d) Bad

e) Terrible

8. Would you like to use our product again?

a) Yes

b) No

9. Would you recommend our product to your friends or relatives?

a) Yes

b) No

CHAPTER NO-01

INTRODUCTION

CHAPTER NO-02

COMPANY

PROFILE

CHAPTER NO-03

OBJECTIVE OF STUDY

CHAPTER NO-04

RESEARCH METHODOLOGY

CHAPTER NO-05

DATA ANALYSIS

&

INTERPRETATION

15 %

05 %

30 %

10 %

40 %

05 %

28 %

22 %

35 %

10 %

25%

18 %

32 %

25 %

13 %

23 %

21 %

29 %

14 %

CHAPTER NO-06

FINDINGS

CHAPTER NO-07

SUGGESTION

CHAPTER NO-08

CONCLUSION

CHAPTER NO-09

BIBLIOGRAPHY

CHAPTER NO-10

ANNEXURE

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