sales promotion of central shopping mall

8/15/2019 Sales promotion of central shopping mall

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CHAPTER-1


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INTRODUCTION

Marketing

Marketing deals with identifying and meeting human and social needs. One of the shortest definitions

of marketing is ''meeting needs profitably''. Chartered Institute of Marketing defined marketing as ''the

process of identifying, satisfying and anticipating consumer needs profitably.'' All the marketing

process focuses on what consumers need, and then to satisfy that need profitably. The ather of

Marketing, !hilip "otler defined marketing as, '' the process of planning and e#ecuting the conception

of pricing, promotion and distribution of goods, ser$ices and ideas in order to create demand, that will

satisfy the organi%ational and indi$idual needs'' Marketing is the process by which companies create

customer interest in goods or ser$ices. It generates the strategy that underlines sales techni&ues,

business communication and business de$elopments. It is an integrated process through whichcompanies build strong customer relationships and create $alue for their customers and for

themsel$es.

Promotion

The specification of fi$e elements creates a promotional mi# or promotional plan. These elements are personal selling, ad$ertising, sales promotion, direct marketing, and publicity. A promotional mi#specifies how much attention to pay to each of the fi$e subcategories, and how much money to budgetfor each. A promotional plan can ha$e a wide range of obecti$es, including( sales increases, new

product acceptance, creation of brand e&uity, positioning, competiti$e retaliations, or creation of a corporate image. undamentally, howe$er there are three basic obecti$es of promotion. These are(

). To present information to consumers as well as others.

*. To increase demand.

+. To differentiate a product.

There are different ways to promote a product in different areas of media. !romoters use internetad$ertisement, special e$ents, endorsements, and newspapers to ad$ertise their product. Many timeswith the purchase of a product there is an incenti$e like discounts, free items, or a contest. This is toincrease the sales of a gi$en product.

http://en.wikipedia.org/wiki/Promotional_mixhttp://en.wikipedia.org/wiki/Promotional_mixhttp://en.wikipedia.org/wiki/Brand_equityhttp://en.wikipedia.org/wiki/Positioning_(marketing)http://en.wikipedia.org/wiki/Corporate_imagehttp://en.wikipedia.org/wiki/Brand_equityhttp://en.wikipedia.org/wiki/Positioning_(marketing)http://en.wikipedia.org/wiki/Corporate_imagehttp://en.wikipedia.org/wiki/Promotional_mix


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Advertisement

Ad$ertising is any paid form of nonpersonal presentation and promotion of ideas, goods , or ser$ices

by an identified sponsor. Ad$ertisers include not only business firms, but also museums, charitable

organi%ations, and go$ernment agencies that direct messages to target public. Ad$ertising is a form of

direct persuasi$e communication to the target market which attempts to stimulate demand for the

generic product category, promotes the key benefits or use of indi$idual brands, or influences the

consumer psychologically in such a manner that it may encourage sales at some future point of time.

Ad$ertising not only proects the brand into the perspecti$e $ision of the consumer but is, more

importantly, the instruments that imparts a distinct personality and image to a brand. Ads are cost

effecti$e way to disseminate messages, whether to build brand preference for CocaCola or to educate

people to a$oid hard drugs.

Sales Promotion

Any acti$ity made to boost up the sales, is called -ales !romotion. It is a key ingredient in marketing

campaigns, consists of a di$erse collection of incenti$e tools, mostly short term, designed to stimulate

&uicker or greater purchase of particular products or ser$ices by consumers or the trade. hereas

Ad$ertising offers a reason to buy, sales promotion offers a incenti$e to buy. -ales !romotion includes

tools for consumer promotion /-amples, coupons, cash refund offers, price off, premiums, pri%es,

patronage awards, free trails, warranties, tieinpromotions, pointofpurchase displays, and

demonstrations0.

Compared to any other element of the promotional mi#, sales promotion is more action oriented. It

helps in stimulating the customers to buy a product. Increasing concern for $alue for money among

customers has brought sales promotion to the centre stage, as customer ha$e become more responsi$e to

promotional offers, discount1gift coupons and point of purchase displays.


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O!ECTI"ES O# THE STUD$


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O!ECTI"ES O# THE STUD$

1%&

The specific obecti$es are as follows(

i. To study the -ales !romotional tools applied by C23T4A5-hopping Mall

ii. To analy%e the Ad$ertisement strategies used by the -hopping Mall.

iii. To find out the challenges of creating 6rand Awareness by the -hopping Mall


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IMPORTANCE O# THE STUD$

IMPORTANCE O# THE STUD$

1%'


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The -tudy of this proect will help out in understanding the $arious aspects about the promotional

strategies applied by Central-hopping Mall, and also can be learned that what the $arious 4etail format

usually use the promotional strategies to promote their product.

The Importance of the study are(

It helps in understanding the $arious ad$ertisement and sales promotional techni&ues used by

Central-hopping Mall

It also helps in understanding the impact of the promotional tools o$er the customers

7elps in analy%ing the impact of indi$idual promotional acti$ities.


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(IMITATIONS O# THE STUD$

(IMITATIONS O# THE STUD$

1%)


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The study and the research will be limited to the 7yderabad geographical region only.

The research will carry out the typical and special characteristics of the 4etail industry only.

Time Limit restricts detailed survey work and opinion collection


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COMPAN$ PRO#I(E

COMPAN$*S PRO#I(E


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1%+

uture 8roup, led by its founder and 8roup C2O, Mr. "ishore 6iyani, is one of India's leading business

houses with multiple businesses spanning across the consumption space. hile retail forms the core

business acti$ity of uture 8roup, group subsidiaries are present in consumer finance, capital,

insurance, leisure and entertainment, brand de$elopment, retail real estate de$elopment, retail media and

logistics. 5ed by its flagship enterprise, !antaloon 4etail, the group operates o$er )9 million s&uare feet

of retail space in :+ cities and towns and 9; rural locations across India. 7ead&uartered in

Mumbai/6ombay0, !antaloon 4etail employs around +


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#UTURE ,ROUP COMPANIES

!antaloon 4etail /India0 5imited uture Capital 7oldings 5imited7ome -olutions 4etail India 5imited

uture 8enerali India 5ife InsuranceCompany5imiteduture 6rands 5imited uture ba%aar India 5imiteduture Media /India0 5imited ea$ette Te#s

tyles 5imiteduture -upply Chain -olutions 5imited inner -ports !ri$ate 5imited Con$ergem

Communication /India05imited -taples uture Office !roducts

!ri$ate5imited!antaloon ood !roduct /India0 5imited Talwalkars !antaloon itness !ri$ate5imitedut

ure "nowledge -er$ices 5imited Indus 5eague Clothing8ala#y 2ntertainment Corporation 5td uture

Consumer !roducts 5imiteduture Bentures India 5imited oot Mart 4etail

Pantaloon Retail .India/ (imited

!antaloon 4etail /India0 5imited /!4I50, is India's leading retailer that operates multiple retail formats

in both the $alue and lifestyle segment of the Indian consumer marker. 7ead&uartered in Mumbai, the

company operates )9 million s&uare feet of retail space, has o$er ),


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consumers. MI5 offers rele$ant engagement through its media properties like Bisual -paces, !rint,4adio, Tele$ision and Acti$ation.

#0t0re S0l2 C3ain Sol0tions (imited

uture -upply Chain -olutions 5imited /-C-0 has been incorporated as a separate entity and is

in$ol$ed in the business of pro$iding logistics, transportation and warehousing ser$ices for all groupcompanies and thirdparties.

Convergem Comm0ni4ation .India/ (imited

Con$ergem Communication /India0 5imited /CCI50 /formerly known as Con$ergem 4etail/India05imited0 was incorporated to set up a chain of retail outlets for dealing in areas of communication, data $oice storage and other related products. The company operates m6a%aar, m!ort and 8enM, amongother retail formats.

Pantaloon #ood Prod04t .India/ (imited

!antaloon ood !roduct /India0 5imited /!!I50 was incorporated with the obect of sourcing and backward integration of food business of the company. !!I5 has sourcing and distribution bases at allkey cities across the country.

#0t0re 5no6ledge Servi4es (imited

uture "nowledge -er$ices 5imited /"-50 was incorporated on Danuary, *


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#0t0re ,enerali India (i7e Ins0ran4e Coman2 (imited

uture 8enerali India 5ife Insurance Company 5imited /8I5IC50 was incorporated on October +


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among the most admired sports player in a multisports, multiproduct format and to augment India'ssports culture. inner -ports stri$es to pro$ide integrated, reliable and cost efficient sports offerings toIndian consumers.

Stales #0t0re O77i4e Prod04ts Private (imited

-taples uture Office !roducts !ri$ate 5imited /-O!!50 was incorporated on Danuary, *


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uture Bentures seeks to promote and participate in inno$ati$e and emerging business $entures inIndia. The group intends to play a role in powering entrepreneurship, by promoting or participating indi$erse business acti$ities, primarily in consumptionled sectors in the country, which will bedetermined primarily by the growing purchasing power of Indian consumers and their changing tastes,lifestyle and spending habits.

#ootMart Retail India (td ootMart 4etail is a oint $enture between 5iberty -hoes and the group and operates the -hoe actoryformat. 5ed by !antaloon 4etail, the group's flagship company, the group manages some of India's most

popular retail chains like !antaloons a chain of fashion destinations,

6ig 6a%aar a uni&uely Indian hypermarket chain,

ood 6a%aar a supermarket chain that blends the look, touch and feel of Indian

ba%aarswith aspects of modern retail like choice, con$enience and &uality and

Central a chain of seamless destination malls. -ome of its other formats include

2thnicity

India's first concept store, which recreates the e#perience of a traditional ethnic market in a modernretail format, 6rand actory, !lanet -ports ,a55 ,Top )< and -tar and -itara. The group also operates India'smost popular online shopping portalwww.futureba%aar.com. 4etailing of products and ser$ices related to home building and homeimpro$ement is led through the group's formats.

7ome Towna largeformat home solutions store, along with speciali%ed formats for home furniture and homefurnishing through, Collection i and urniture 6a%aar and consumer electronics through e?one and 2lectronics 6a%aar

.The group also operates India's leading rural retailing chain,

Aadhaar that is present in o$er 9;locations in rural India. Aadhaar, an agriser$ice cum rural retailinitiati$e, pro$ides a complete solution pro$ider for the Indian farmer.

ood 6a%aar in$ites you for a shopping e#perience, uni&ue by its ambience. Atood 6a%aar you will find a hitherto unseen blend of a typical Indian 6a%aar and Internationalsupermarket atmosphere. lagged off in April'


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and affordable prices without any compromise on &uality. The best of e$erything offered with a seal of freshness and purity will definitely make your final buying decision a lot easier.

-tore 5ayout(

The store is di$ided into $arious sections which help classify the different types of products on offer inthe store. They are(L

arm fresh all fresh $egetablesL Chill station fro%en food and be$eragesL 8olden har$est food grains like wheat and riceL Chef %one ready to eat and canned foodsL

7ungry kya namkeens and wafersIn 7ouse 5abelsL ood 6a%aar also has its own in house pri$ate labels as they reali%e that pri$ate labels are gainingacceptance from the Indian consumers o$er the years. They currently ha$e pri$ate labels in ;=categories.L The pri$ate label portfolio of ood 6a%aar includes

ood 6a%aar -picesood 6a%aar als and -picesood 6a%aar 6asmati riceood 6a%aar 3amkeens, Chips and afers


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Ender uture group the following companies are operating which may be summed up asfollows(


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Central-Mall


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7yderabad Central is a newly erected huge mall in hyderabad, India. This mall offers shopping, mo$iesand food. !B4 Cinemas is located on the top floor of the mall. 7yderabad Central has a slogan as -hop,eat and celebrate. The massi$e seamless mall on the busy !unagutta road is one e#perience that is

bound to lea$e 7yderabad is spell bound. And why not, o$er +


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COMPAN$ MISSION

1%<

• e share the $ision and belief that our customers and stakeholders shall be ser$ed only by

creating and e#ecuting future scenarios in the consumption space leading to economic

de$elopment.


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• e will be the trendsetters in e$ol$ing deli$ery formats, creating retail realty, making

consumption affordable for all customer segments N for classes and for masses.

• e shall infuse Indian brands with confidence and renewed ambition.

• e shall be efficient, cost conscious and committed to &uality in whate$er we do.

• e shall ensure that our positi$e attitude, sincerity, humility and united determination shall be

the dri$ing force to make us successful.

COMPAN$ "ISION

1%=• Indianness Confidence in oursel$es.


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• (eaders3i To be a leader, both in thought and business.

• Rese4t > H0milit2 To respect e$ery indi$idual and be humble in our conduct.

• Introse4tion 5eading to purposeful thinking.

• Oenness To be open and recepti$e to new ideas, knowledge and information.

• "al0ing and N0rt0ring Relations3is To build long term relationships.

• Simli4it2 > Positivit2 -implicity and positi$ity in our thought, business and action.

• Adata8ilit2 To be fle#ible and adaptable, to meet challenges.

• #lo6 To respect and understand the uni$ersal laws of nature.

PROMOTIONA( STRATE,IES USED $

H$DERAAD CENTRA(

1%?

C0stomer (o2alt2 Program


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''!ayback'' is the Customer loyalty program, which is the successor of ''Imint'' . There are :; partners

of this program like ig a9aar@ #ood a9aar@ Eone@ Pantaloons@ rand #a4tor2@ #erns n Petals@

makem2tri%4om@ 8ookm2s3o6%4om@ et4, where Central mall is also one of them. In this program,

one customer has to register himself by submitting a specified form which he can procure it from any of

the partners of the !ayback !rogram. On registration, the customer will be gi$en a Pa28a4k Card with

a brochure for their use. The Acti$ation period of the card is of *) days, but the customer can get the

points any time by getting the !ayback Card swipe from the cashier. Once the Customer obtains )


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*. ig a9aar 2arn ; !ayback !oints for e$ery 4s.*


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SUMMER #ASHION #IESTA


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Central has started a promotional acti$ity SUMMER #ASHION #IESTA /rom )*th May,

*


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+0 Customers can *P points on purchase on their payback card , and on 4edemption of F


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))0 Multiple contest cards will be issued to the customers on purchase made in multiples of 4s. +


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**0 ispute if any shall not constitute a claim against 'Central'. All isputes are subect to e#clusi$e

urisdiction of the competent courts in Mumbai only.

Task(

• I concentrated only on the first offer of 8ift Bouchers on shopping of 4s. +


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8enerally, the merchandise like apparels and other merchandise are seasonal, like in garments there are

dress for summer, for winter which $aries seasonally, so when the season is o$er the demand for such

merchandise falls and the sale also falls down. The stock of such merchandise is kept idle in the

warehouse, which also in$ol$es other costs like material handling cost, in$entory holding cost, etc and it

is better to offer to sell them. -o, to a$oid all that costs, all the sellers tries to push the stock for sale to

customer. 6ut, the customers re&uires good reason to buy the merchandise which is not useful for them

in the upcoming season, so, such merchandise are offered for sale at discounted offers or other with

offers. 8enerally, when winter season comes to an end at Danuary or ebruary, the stock for that season

is offered for sale in the 2nd of -eason -ale called A0t0mn-:inter Sale, and when summer season

comes to an end at generally, in DulyAugust period, so the stock for that season is offered for sale in the

2nd of -eason -ale called Sring-S0mmer Sale.

**H2dera8ad Central** has started the End o7 Season Sale .Sring-S0mmer Sale/ also called

''Hainess Sale**- **0 to


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CHAPTER - II


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RE"IE: O# (ITERATURE


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RE"IE: O# (ITRATURE

*.)

Meaning o7 Marketing

Marketing is defined by the AMA as Kthe acti$ity, set of institutions, and processes for creating,

communicating, deli$ering, and e#changing offerings that ha$e $alue for customers, clients, partners,

and society at large.K

It can also be defined as Kthe process by which companies create $alue for customers and build strong

customer relationships, in order to capture $alue from customers in returnK.

This replaces the pre$ious definition, which still appears in the AMA's dictionary( Kan organi%ational

function and a set of processes for creating, communicating, and deli$ering $alue to customers and for

managing customer relationships in ways that benefit the organi%ation and its stakeholders.K It generatesthe strategy that underlies sales techni&ues, business communication, and business de$elopments. It is

an integrated process through which companies build strong customer relationships and create $alue for

their customers and for themsel$es.

Marketing is used to identify the customer, satisfy the customer, and keep the customer. ith the

customer as the focus of its acti$ities, marketing management is one of the maor components

of business management. Marketing e$ol$ed to meet the stasis in de$eloping new markets caused

by mature markets and o$ercapacities in the last *+ centuries. The adoption of marketing strategies

re&uires businesses to shift their focus from production to the percei$ed needs and wants of their

customers as the means of staying profitable. The term marketing concept holds that achie$ing

organi%ational goals depends on knowing the needs and wants of target markets and deli$ering the

desired satisfactions. It proposes that in order to satisfy its organi%ational obecti$es, an organi%ation

should anticipate the needs and wants of consumers and satisfy these more effecti$ely than competitors.

The term de$eloped from an original meaning which referred literally to going to a market to buy or sell

goods or ser$ices. -een from a systems point of $iew, sales process engineering marketing is "a set of

processes that are interconnected and interdependent with other functions, whose methods can be

improved using a variety of relatively new approaches."


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2$olution of marketing

An orientation, in the marketing conte#t, related to a perception or attitude a firm holds towards its

product or ser$ice, essentially concerning consumers and endusers. Throughout history, marketing has

changed considerably in conunction with consumer tastes.

Earlier aroa43es

The marketing orientation e$ol$ed from earlier orientations, namely, the production orientation, the

product orientation and the selling orientation.

Orientation Pro7it driver

:estern

E0roean

time7rame

Des4rition

!roduction!roduction

methods

until the

);


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techni&ues to ensure persons know the product e#ists.

Contemorar2 aroa43es

4ecent approaches in marketing include relationship marketing with focus on the customer, business

marketing or industrial marketing with focus on an organi%ation or institution and marketing with focuson benefits to society. 3ew forms of marketing also use the internet and are therefore called internet

marketing or more generally e-marketing , online marketing , search engine marketing, desktop

advertising or affiliate marketing . It attempts to perfect the segmentation strategy used in traditional

marketing. It targets its audience more precisely, and is sometimes called personali%ed marketing or

onetoone marketing. Internet marketing is sometimes considered to be broad in scope, because it not

only refers to marketing on the Internet, but also includes marketing done $ia email and wireless

media.

Orientation Profit driver

Western

European

timefram

e

Description

4elationship

marketing 14elationship

management

6uilding and

keeping good

customer

relations

)9


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6randing 6rand $alue

)=


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!rice Balue

!lace Access

If any of the F!s were problematic or were not in the marketing factor of the business, the businesscould be in trouble and so other companies may appear in the surroundings of the company, so the

consumer demand on its products will decrease. 7owe$er, in recent years ser$ice marketing has

widened the domains to be considered, contributing to the :!'s of marketing in total. The other +!'s of

ser$ice marketing are( process, physical en$ironment and people.

-ome &ualifications or ca$eats for customer focus e#ist. They do not in$alidate or contradict the

principle of customer focusU rather, they simply add e#tra dimensions of awareness and caution to it.

The work of Christensen and colleagues on disrupti$e technology has produced a theoretical framework

that e#plains the failure of firms not because they were technologically inept /often &uite the opposite0, but because the $alue networks in which they profitably operated included customers who could not

$alue a disrupti$e inno$ation at the time and capability state of its emergence and thus acti$ely

dissuaded the firms from de$eloping it. The lessons drawn from this work include(

Taking customer focus with a grain of salt, treating it as only a subset of one's corporate strategy

rather than the sole dri$ing factor. This means looking beyond currentstate customer focus to

predict what customers will be demanding some years in the future, e$en if they themsel$es

discount the prediction.

!ursuing new markets /thus new $alue networks0 when they are still in a commercially inferior

or unattracti$e state, simply because their potential to grow and intersect with established markets

and $alue networks looks like a likely bet. This may in$ol$e buying stakes in the stock of smaller

firms, ac&uiring them outright, or incubating small, financially distinct units within one's

organi%ation to compete against them.

Other ca$eats of customer focus are(

The e#tent to which what customers say they want does not match their purchasing decisions.

Thus sur$eys of customers might claim that :


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The e#tent to which customers are currently ignorant of what one might argue they should want

Vwhich is dicey because whether it can be acted upon affordably depends on whether or how soon

the customers will learn, or be con$inced, otherwise. IT hardware and software capabilities and

automobile features are e#amples. Customers who in ): said that they would not place any $alue

on internet browsing capability on a mobile phone, or 9Q better fuel efficiency in their $ehicle,

might say something different today, because the $alue proposition of those opportunities has

changed.

Organi9ational orientation

In this sense, a firm's marketing department is often seen as of prime importance within the functional

le$el of an organi%ation. Information from an organi%ation's marketing department would be used to

guide the actions of other departments within the firm. As an e#ample, a marketing department could

ascertain /$ia marketing research0 that consumers desired a new type of product, or a new usage for ane#isting product. ith this in mind, the marketing department would inform the 4 department to

create a prototype of a product1ser$ice based on consumers' new desires.

The production department would then start to manufacture the product, while the marketing

department would focus on the promotion, distribution, pricing, etc. of the product. Additionally, a

firm's finance department would be consulted, with respect to securing appropriate funding for the

de$elopment, production and promotion of the product. Interdepartmental conflicts may occur, should a

firm adhere to the marketing orientation. !roduction may oppose the installation, support and ser$icing

of new capital stock, which may be needed to manufacture a new product. inance may oppose the

re&uired capital e#penditure, since it could undermine a healthy cash flow for the organi%ation.

Herd behaviour

Herd behaviour in marketing is used to e#plain the dependencies of customers' mutual beha$iour. The

Economist reported a recent conference in 4ome on the subect of the simulation of adapti$e human

beha$iour. It shared mechanisms to increase impulse buying and get people Kto buy more by playing on

the herd instinct.K The basic idea is that people will buy more of products that are seen to be popular,and se$eral feedback mechanisms to get product popularity information to consumers are mentioned,

including smart card technology and the use of Tag technology. A Kswarmmo$esK model was

introduced by a lorida Institute of Technology researcher, which is appealing to supermarkets because

it can Kincrease sales without the need to gi$e people discounts.K Other recent studies on the Kpower of

social influenceK include an Kartificial music market in which some ),


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Further orientations

An emerging area of study and practice concerns internal marketing , or how employees are

trained and managed to deli$er the brand in a way that positi$ely impacts the ac&uisition and

retention of customers, see also employer branding .

Diffusion of innovations research e#plores how and why people adopt new products, ser$ices,

and ideas.

ith consumers' eroding attention span and willingness to gi$e time to ad$ertising messages,

marketers are turning to forms of permission marketing such as branded content , custom media and

reality marketing .

Marketing research

Marketing research in$ol$es conducting research to support marketing acti$ities, and the statistical

interpretation of data into information. This information is then used by managers to plan marketing

acti$ities, gauge the nature of a firm's marketing en$ironment and attain information from suppliers.

Marketing researchers use statistical methods such as &uantitati$e research, research, hypothesis, Chi

s&uared tests, linear regression, correlations, fre&uency distributions, poisson distributions, binomial

distributions, etc. to interpret their findings and con$ert data into information. The marketing research

process spans a number of stages, including the definition of a problem, de$elopment of a research plan,

collection and interpretation of data and disseminating information formally in the form of a report. The

task of marketing research is to pro$ide management with rele$ant, accurate, reliable, $alid, and current

information.

A distinction should be made between marketing research and market research. Market research

pertains to research in a gi$en market. As an e#ample, a firm may conduct research in a target market,

after selecting a suitable market segment. In contrast, marketing research relates to all research

conducted within marketing. Thus, market research is a subset of marketing research.

Market segmentation

Market segmentation pertains to the di$ision of a market of consumers into persons with similar needs

and wants. or instance, "ellogg's cereals, rosties are marketed to children. Crunchy 3ut

Cornflakes are marketed to adults. 6oth goods denote two products which are marketed to two distinct

groups of persons, both with similar needs, traits, and wants.

Market segmentation allows for a better allocation of a firm's finite resources. A firm only possesses a

certain amount of resources. Accordingly, it must make choices /and incur the related costs0 in ser$icing

specific groups of consumers. In this way, the di$ersified tastes of contemporary estern consumers can


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be ser$ed better. ith growing di$ersity in the tastes of modern consumers, firms are taking note of the

benefit of ser$icing a multiplicity of new markets.

Market segmentation can be defined in terms of the STP acronym,

meaning S egment , T arget and P osition

T2es o7 Market Resear43

Market research, as a subset aspect of marketing acti$ities, can be di$ided into the following parts(

!rimary research /also known as field research0, which in$ol$es the conduction and compilation

of research for a specific purpose.

-econdary research /also referred to as desk research0, initially conducted for one purpose, but

often used to support another purpose or end goal.

6y these definitions, an e#ample of primary research would be market research conducted into health

foods, which is used solely to ascertain the needs1wants of the target market for health foods. -econdary

research in this case would be research pertaining to health foods, but used by a firm wishing to de$elop

an unrelated product.

!rimary research is often e#pensi$e to prepare, collect and interpret from data to information.

3e$ertheless, while secondary research is relati$ely ine#pensi$e, it often can become outdated and

outmoded, gi$en that it is used for a purpose other than the one for which it was intended. !rimary

research can also be broken down into &uantitati$e research and &ualitati$e research, which, as the termssuggest, pertain to numerical and nonnumerical research methods and techni&ues, respecti$ely. The

appropriateness of each mode of research depends on whether data can be &uantified /&uantitati$e

research0, or whether subecti$e, nonnumeric or abstract concepts are re&uired to be studied /&ualitati$e

research0.

There also e#ist additional modes of marketing research, which are(

2#ploratory research, pertaining to research that in$estigates an assumption.

escripti$e research, which, as the term suggests, describes Kwhat isK.

!redicti$e research, meaning research conducted to predict a future occurrence.

Conclusi$e research, for the purpose of deri$ing a conclusion $ia a research process.

r o m o t i o n - i n t r o d 0 4 t i o n t o t 3 e r o m o t i o n a l m i ;


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It is not enough for a business to ha$e good products sold at attracti$e prices. To generate sales and

profits, the benefits of products ha$e to be communicated to customers. In marketing, this is commonly

known as KpromotionK.

Promotion is all a8o0t 4omanies 4omm0ni4ating 6it3 40stomers%

A business' total marketing communications programme is called the Kpromotional mi#K and consists of

a blend of ad$ertising, personal selling, sales promotion and public relations tools. In this re$ision note,

we describe the four key elements of the promotional mi# in more detail. !romotion is an important part

of marketing mi# of a business enterprise. Once a product is de$eloped, its price is determined the ne#t

problem comes to its sale i.e., creating demand for the product. It re&uires promotional acti$ities. The

acti$ities are techni&ue which bring the special characteristics of the product and of the producer to the

knowledge of prospecti$e customers. !romotion is a process of communication in$ol$ing information,

persuasion, and influence. The term 'selling' is often used synonymously with promotion. 6ut promotion

is wider that selling. -elling is concerned only with the transfer of title in goods to the purchaser,

whereas promotion includes techni&ues stimulating demand. These techni&ues include ad$ertising,

salesmanship or personal selling and other methods of stimulation demand.

Ad$ertising and sales promotion techni&ues are indirect and nonpersonal whereas personal selling or

salesmanship is a direct and personal techni&ue. All these techni&ues, howe$er, should be integrated

with the marketing obecti$e of the enterprise. The salesmen can report about the different ad$ertising

and other promotional appeals as they are in close touch with the consumer public and market

conditions.

!romotion is essentially the sales efforts of a business enterprise and includes the function of informing,

persuading and influencing the purchase decision of the e#isting the prospecti$e consumers with the

obect of increasing sales $olume and profits. !romotion is the efforts of the seller to sell the product

effecti$ely. !romotion is the communication with the customers to pursue them to buy the product. It is

the duty of the marketing manager to choose the communication media and blend them into an effecti$e

promotion programme. These are more than one type of tools used to promote sales. The combination of

these tools with a $iew to maintain and create sales is known as promotion mi#. !romotion mi# is the

name gi$en to the combination of methods used in communicating with customers. There are four tools

of promotion mi# $i%. ad$ertisement, personal selling, publicity and sales promotion. These are called

elements of promotion mi#.

It is helpful to define the four main elements of the promotional mi# before considering their strengths

and limitations.

.1/ Advertising

Any paid form of nonpersonal communication of ideas or products in the Kprime mediaK( i.e. tele$ision,

newspapers, maga%ines, billboard posters, radio, cinema etc. Ad$ertising is intended to persuade and toinform. The two basic aspects of ad$ertising are the message /what you want your communication to


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say0 and the medium /how you get your message across0. In ad$ertising e#isting and prospecti$e

customers are communicated the message through impersonal media like radio, T.B., newspapers and

maga%ine. It in$ol$es transmission of standard message simultaneously to a large number of people. The

message transmitted is known as ad$ertising.

.&/ Personal Selling

Oral communication with potential buyers of a product with the intention of making a sale. The personal

selling may focus initially on de$eloping a relationship with the potential buyer, but will always

ultimately end with an attempt to Kclose the saleK. !ersonal selling is the process of assisting and

persuading the e#isting and prospecti$e buyer to buy the goods or ser$ices in person. It in$ol$es direct

and personal contact of the seller or his representati$e with the buyer.

.'/ Sales Promotion

!ro$iding incenti$es to customers or to the distribution channel to stimulate demand for a product. -ales

promotion consists of all acti$ities other than ad$ertising, personal selling and publicity, which help in

promoting sales of the product. -uch acti$ities are nonrepetiti$e and one time offers. According to

American Marketing Association, sales promotion include, Kthose marketing acti$ities other than

personal selling, ad$ertising and publicity that stimulate consumer purchasing and dealer effecti$eness,

such as point of purchase displays, shows and e#hibitions, demonstrations and $arious nonrecurring

selling efforts not in the ordinary routine.K

The main aim of sales promotion is to increase sales and profits of the firm but it is &uite different from personal selling and ad$ertising. In personal selling, customer is persuaded by a sales person face to

face. Ad$ertising is a nonpersonal mass communication media. -ales promotion, on the other hand, is a

nonrecurring and nonroutine method. Its main aim is to supplement and coordinate the personal selling

and ad$ertising. It is a supporting and facilitating element of promotional strategy. -ales promotion

bridges the gap of ad$ertising and personal selling.

.)/ P08li4it2

The communication of a product, brand or business by placing information about it in the media without

paying for the time or media space directly. otherwise known as Kpublic relationsK or !4. !ublicity is a

nonpersonal nonpaid stimulation of demand of the product or ser$ices or business unit by planning

commercially significant news about the ser$ices or business unit by planning commercially significant

news about in the print media or by obtaining a fa$ourable presentation of it upon radio, tele$ision or

stage.

Advantages and Disadvantages o7 Ea43 Element o7 t3e Promotional Mi;


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Mi; Element Advantages Disadvantages

Advertising8ood for building awareness

2ffecti$e at reaching a wide audience

4epetition of main brand and product positioning helps build customer trust

Impersonal cannot answer all a

customer's &uestions

3ot good at getting customers to make a

final purchasing decision

Personal Selling7ighly interacti$e lots of communication

between the buyer and seller

2#cellent for communicating comple# 1

detailed product information and features

4elationships can be built up important if

closing the sale make take a long time

Costly employing a sales force has

many hidden costs in addition to wages

3ot suitable if there are thousands of

important buyers

Sales PromotionCan stimulate &uick increases in sales by

targeting promotional incenti$es on

particular products

8ood short term tactical tool

If used o$er the longterm, customers

may get used to the effect.

Too much promotion may damage the

brand image

P08li4 RelationsOften seen as more KcredibleK since the

message seems to be coming from a third

party /e.g. maga%ine, newspaper0

Cheap way of reaching many customers

if the publicity is achie$ed through the

right media

4isk of losing control cannot always

control what other people write or say

about your product


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CHAPTER- III


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H$POTHESIS


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H$POTHESIS

'%1

The -ales promotional tools applied by 7yderabad Central are $ery effecti$e

Ad$ertisement generates a lot of awareness

7yderabad Central is creating $ery huge brand awareness


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CHAPTER - I"


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RESEARCH METHODO(O,$

RESEARCH METHODO(O,$

)%1


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It is necessary to adopt a particular method to complete a proect successfully. The steps that ha$e been

taken to complete this proect are as follows(

Resear43 Aroa43( The Approach adopted to complete this proect was that of W2ffecti$eness of the!romotional -trategiesX. And the study secondary data is collected from $arious news papers, internet,

books. The sur$ey was done in 7yderabad Central Mall situated in different areas in 7yderabad.

Resear43 Design( epending upon the obecti$es of the research the most suitable marketing researchdesign is W2#ploratory researchX. The purpose is to find out the e#perience of customers while shoppingin mall.

Data Colle4tion( The information used in this proect was through primary sources i.e. personally

interacting the customers in the outlet and getting the first hand information and secondary -ources i.e.

!ersonal inter$iew and obser$ation.

The Methodology for data collection is by two standard procedures and i.e.

1% Primar2 Data Colle4tion

The primary data is to be collected from the persons related to the product i.e. consumers,

producers, persons in the distribution ne#us

S0rve2 A sur$ey consists of gathering the data by inter$iewing customers. The ad$antage

of sur$eys is that the collected data is first hand. Also, the sur$ey method is one of the best

means of collecting the opinions of customers. In additions, the current information about the

problem can be known, accordingly it will become easy to apply respecti$e suggesti$e

methods.

• A standard set of &uestionnaires is prepared to obtain the re&uired information

&% Se4ondar2 Data Colle4tion

There are numerous sources of secondary data. 2ach source of secondary data e#pands at

tremendous.

The $arious sources are(

• All ad$ertising media i.e. newspapers, maga%ines, $isual ad$ertisements, etc


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• 6ooks

• Internet

Resear43 instr0ment( The instrument that was chosen to conduct the market research was that of Wstructured &uestionnaireX. This has been done because data obtained in structured studies are easier totabulated and interpret then data gathered in other ways. A list of &uestionnaire was prepared whichcould gi$e rele$ant information when answered by the respondents

Anal29ing t3e 4olle4ted data and reorting t3e 7indings( inally the data has been collected wasthoroughly analy%ed and processed to obtain the re&uired information. The data has been summari%ed inthe form of graphs.

Samle si9e( ;< 4espondents


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CHAPTER - "


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ANA($SIS

ANA($SIS

+%1


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The primary data is gained through &uestionnaires from ;< respondents made through face to face

inter$iew and online sur$ey. ew sorted re&uired &uestions were asked to the respondents through this

sur$ey, and the data was taken from them. -o, according to those data the following results were found.

hen !ublic was about that are they aware of the brand e#isting in the market, )


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4espondents suggested that H2dera8ad Central should use Tele$ision ad$ertisement as an

ad$ertisement tool for brand awareness.

3e#t, we asked which ad$ertisement tool would be the most effecti$e, that H2dera8ad Central use.

ollowing is the data we recei$ed from the respondents(

))%

'6%

$% $% $%

)$%

$%

Most Efective Advertisement Tool

3e#t we asked the respondent that did the ad$ertisement was sufficient enough to influence the

customers, the data we got was like this


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9(%

&%

Advertisement Suciency to !n"uence

*es No

The data states that, only =Q of the respondents feels that the Ad$ertisement was not sufficient to make

brand awareness and to influence them to $isit the Mall. 6ut, *Q respondent said that the

ad$ertisement tools used were sufficient enough to influence them. -o, it can be inferred that the

ad$ertisement was effecti$e for the $ery purpose it was been done for.

The ne#t we asked was about the effecti$eness of the Ad$ertisement tools as compared to Other

-hopping Mall of all the format. The following is the data we found from the respondent(


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+6%

()%

Advertisement efectiveness compared to other Shopping Mall

*es No

The data gained through tells that, :9Q of the respondents feels that the Ad$ertisement tools used by

H2dera8ad Central are much effecti$e when compared to other 4etail -tores. 6ut, *FQ of the

respondent does not feel, it is effecti$e than compared to other -hopping Mall.

They might feel that H2dera8ad Central should use more effecti$e Ad$ertisement tools.

The 3e#t &uestion we asked was to gi$e the rating for the effecti$eness of the Ad$ertisement tools used

by H2dera8ad Central. The respondents were supposed to gi$e the rating, and the points were like ')'

for '2#cellent', '*' for '8ood', '+' for 'A$erage' , 'F' for '!oor' and ';' for 'Bery !oor'. The data we recei$ed

is as follows(


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,-.ellent

Good

Average

/oor

Very /oor

+(%

'$%

'6%

(%

$%

#atings $or the Efectiveness o$ Advertisement

The abo$e data states that none of the respondents rate it ineffecti$e by rating it ; as 'Bery !oor', only

*Q of the respondent rate it as '!oor', )9Q respondent rated it as 'A$erage'. )


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9(%

%

% o$ eople who like the Sales romotion Activities 'y (entral

*es No

The abo$e data states that, =Q of the respondent doesn't like sales promotion acti$ity held up by

H2dera8ad Central@ but *Q of the respondent said they did likened the -ales !romotional acti$ities,

like the 2nd of season sale, free discount $oucher, gift $oucher, etc.

Then, we asked the respondents to tell which of the -ales !romotion Acti$ity held by H2dera8ad

Central was most effecti$e, the following is the data we recei$ed(


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,-.ellent

Good

Average

/oor

Very /oor

(%

6%

'$%

(%

$%

#atings $or the Efectiveness o$ Sales romotion Activity

The abo$e data states that none of the respondents rate it ineffecti$e by rating it ; as 'Bery !oor', only

*Q of the respondent rate it as '!oor', 9Q respondent rated it as 'A$erage'. )


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CHAPTER - "I


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#INDIN,S


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#INDIN,S


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SU,,ESTIONS


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The recommendations i would like to gi$e for the promotional acti$ities that can be held, and can be

targeted to the youth customers by 7yderabad Central are(

PROMOTIONA( ACTI"ITIES TO TAR,ET THE $OUTH

1% Central J 2o0r College

Mobile Canter $an will be sent to the Colleges with a mike coordinator,

who will interact with the -tudents, and he1she will ask them general &uestions about Central

• !er participant will be gi$en ) 8ift Boucher/Conditional0 of 4s. ;


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• At college premises we will make a -mall 4amp with a 6ack drop 4ed carpet, for students to

gi$e the audition.

• The -tudent has to register their names and then do a 4amp alkU this will be done at only )


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• enim 2#change 8et 4s.*


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CONC(USION


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CONC(USION


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ANNEURES


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I(IO,RAPH$

I(IO,RAPH$


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Marketing Management !hilip "otler

!rinciples of Marketing Management -herlekar

4etail -ales Management I3C

Marketing Management I3C

:e8sites

www.mycentral.in

www.futuregroup.in

www.indiamallsinfo.com1hyderabadcentralshoppingmallpunagutta

http(11articles.timesofindia.indiatimes.com1keyword1futuregroup

http(11articles.economictimes.indiatimes.com1keyword1futuregroup

http(11www.hindu.com1*


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LUESTIONNAIRES

LUESTIONNAIRES

Personal In7ormation


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Name

Age

,ender

Conta4t no%

1% Are 2o0 a6are a8o0t **H2dera8ad Central**-S3oing Mall o7 #UTURE ,ROUP

a% $es 8% No

&% :3at 6as t3e Advertisement so0r4e t3ro0g3 63i43 2o0 4ome to kno6 a8o0t t3e rand

a% ill oards > Hoardings

8% Center Median Ads

4% ,antr2 Ads

d% Mo8ile "an

e% Ne6saer Ads

7% #riends > Relatives

g% 2 SMS

3% Ot3er

'% :as t3at Advertisement s077i4ient eno0g3 to in7l0en4e t3e C0stomers

a% $es 8% No


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)% :3i43 6as more e77e4tive Advertisement among t3e a8ove tools

a% ill oards > Hoardings

8% Center Median Ads

4% ,antr2 Ads

d% Mo8ile "an

e% Ne6saer Ads

7% #riends > Relatives

g% 2 SMS

3% Ot3er

+% Do t3e Advertisement 6as E77e4tive as 4omared to t3e ot3er S3oing Malls

a% $es

8% No


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8% End o7 Season Sale-.Hainess Sale/

4% #ree ,i7t "o043er

d% PA$AC5- C0stom (o2alt2 Program

e% Ot3er

% Ho6 m043 6ill 2o0 rate t3e Sales Promotion a4tivit2

a% 1 .E;4ellent/

8% & .,ood/

4% ' .Average/

d% ) .Poor/

e% + ."er2 Poor/

1B% Rate t3e Overall Promotional a4tivities 3eld 82 **H2dera8ad Central**

a% 1 .E;4ellent/

8% & .,ood/

4% ' .Average/

d% ) .Poor/

e% + ."er2 Poor/

11% :3at s3o0ld t3e Store s3o0ld do to in4rease t3e e77e4tiveness o7 t3e romotion

ANNEURES


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ARTIC(E

Central mall 3as it all 7or t3e 7amil2

6y Our -taff 4eporter

7J24A6A, 3OB. ;. -hop, eat and celebrate is the new mantra, at least at the 7yderabad Central.

The massi$e seamless mall on the busy !unagutta road is one e#perience that is bound to lea$e7yderabadi's spellbound.

And why not, o$er +


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The le$el one is de$oted for food and women, le$el two for men, le$el three for youth and le$el four for kids and home accessories, including a food court. 5e$el fi$e will ha$e the Multiple#. An e#clusi$e playarea has also been designed keeping in mind safety and fun aspect. KAll leading brands in India will bea$ailable under one roof,K Mr. 6iyani says.

Talking about the food, the mall has se$en restaurants and a !i%%a 7ut outlet besides food courts andcoffee shops.

Coming to the parking area, the mall can accommodate F


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Central was launched in May *

sales promotion of central shopping mall

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