INDUSTRIAL TRAINING REPORT

NAME :SumeetGarg CLASS : ROLL NO. BBA IIIrd YEAR 98

GUIDE :

PROF. Anthony Rose

PROJECT REPORT ON STUDY OF BEST PRACTICES IN SALES AND MARKETING AT SINATE ILLUMINATION PVT.LTD.

Submitted in partial fulfilment of the requirement for the Award of degree in Bachelor Of Business Administration(BBA) Bharati Vidyapeeth Deemed University, pune

UNDER THE SUPERVISION OF Prof. Anthony Rose ROLL NO. 98 BBA -3rd yr (FINANCE)

SUBMITTED BY SumeetGarg

SESSION: 2011-2012

(Accredited By NAAC With A Grade) BHARATI VIDYAPEETH DEEMED UNIVERSITY, PUNE INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIP DEVELOPMENT, Paud Road,Erandawane, Pune

CERTIFICATE
This is to certify that Mr/Ms/..is a bonafide student of Bachelor of Business Administration(BBA) Programme of the University in this Institute for the year................................................................... As a part the University curriculum, the student has completed the project report titled.................. ............................................................ The project report is prepared by the student under the guidance of Prof ..

Prof.Anthony Rose

Prof. M.S Yadav

Dr. Mahesh V. Shitole (Director)

(Guide) (Programme coordinator)

Date.. Place.

TABLE OF CONTENTS
CHAPTER NO. TITLE STUDENT DECLARATION ACKNOWLEDGEMENT INTRODUCTION CHAPTER NO. 1 ORGANIZATION PROFILE PAGE NO. 5 6 7 9

CHAPTER NO. 2

ORGANISATION STRUCTURE

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CHAPTER NO.3

BUSINESS PROCESS

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CHAPTER NO.4

DISTRIBUTION CHANNEL

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CHAPTER NO.5

ENVIRONMENTAL SCAN

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CHAPTER NO.6

COMPETITORS ANALYSIS

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CHAPTER NO.7

STRATEGY ADOPTED BY BUSINESS CORPORATE GOVERNANCE

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CHAPTER NO.8

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CONCLUSION

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DECLARATION
I VINAY PANDEY hereby declare that this project report is the record of authentic work carried out by me during the period from 10thDec 2011 To 09jan. 2012 and has not been submitted earlier to any university or institute for the award of any degree/diploma etc.

SIGN OF STUDENT

ACKNOWLEDGEMENT
This project has been an honest and dedicated to make the analysis on sales and marketing as authentic as it could. And I earnestly hope that it provides useful and workable information and knowledge to any person reading it. During this period, I had the pleasure of working closely with accomplished organization people who shared with me their experience and helped me in completion of my work. I express my sincere thanks to my project guides and my institute faculty for guiding me. Lastly I am grateful to my parents who been my mentors and motivation. I am also thankful to all my batch mates who have been directly or indirectly involved in successful completion of this project.

INTRODUCTION
Market is the place where buyers and sellers meets together and come into a transaction, but for selling the goods and services only the buyers and sellers are not enough for selling and buying the goods and services we need marketing knowledge (marketing essential like 4ps of marketing etc.) Now days, Marketing is the backbone of every field, marketing skills and knowledge is required everywhere and in every dam field for selling and promoting their goods and services. Earlier it was said that Buyers beware and now Seller beware. This statement state that Customer is the king pin of the market. And for satisfaction of the customer marketing is required and the deep knowledge and research is required for checking the customer Needs, Want and Demand, and their willingness to spend money. Customer satisfaction become more important than anything in the market for surviving in long run.

DEMAND: Demand refers to the quantity of a commodity that a consumer is willing to buy at a given price at a given period of time.

What I did? During my semester break from college I interned for the marketing and selling department in Senate Illumination Pvt. Ltd. I must admit that I knew very little about the marketing department however, what I did learn from my experience how to support the market condition.
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How I did? During my internship I learned consumer relationship and how to provide utmost satisfaction to them. I achieved perfection dealing with marketing strategies and how to take the business and its assets toward innovative direction and also to cope up with difficult situation of today marketing era.

What I learned? Demand of the customer and the best way to fulfil them. Customer satisfaction. Sales service and after sales service. Winning the customer.

1.ORGANISATION PROFILE
About SENATE ILLUMINATION
Senate illumination Lighting Consultancy Ltd is a specialist lighting design consultancy originally formed by AMREEK SERAWAT. The company principally carries out lighting design work, within the INDIA (maharashtra&delhi) for a wide variety of clients who require a lighting designer / consultant to deal with the lighting requirements associated with their project. The company has the experience and knowledge to be able to produce lighting designs solutions that meet the appropriate relevant adoptable lighting standards. Alternatively specific lighting design solutions can be produced for private areas that are not going to be adopted by the local council (Private Cable networks are normally designed for this type of work too). SENATE ILLUMINATION Lighting Consultancy is an established company who has formed excellent working relations with many Local Authorities around the Southeast and generally across the INDIA. Many of these relationships have been formed by making contact with the local councils prior to commencing lighting design work on schemes in their areas. This gives the council the confidence that the specific lighting scheme will be delivered to their specification and also gives the council a single point of contact should the specification need to be amended at any point. They have carried out work for many different Local Authorities, Land Developers, Property Developers, Consultants and Architectural Practices who require the expertise offered by a Lighting Design Consultant. We use the latest computer design techniques available, which include AutoCAD 2010, Lighting Reality,

Philips Calculux, and Urbis Turbolight. All our street lighting designs are
prepared on AutoCAD plans on a border of the clients choice, the plans have three dimensional masking applied to show the actual effect buildings will have on the
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distribution of modern exterior lighting equipment. The consultancy has an ever expanding list of satisfied customers, who we not only continue to work with, but continue to develop excellent business relations with.

What they can offer...??

They produce comprehensive lighting design packages that are tailored specifically to meet the individual needs of each of our clients, including taking our lighting design though the appropriate local planning approval process. We can offer Designers and Consultants who have been involved in the lighting industry for over 20 years and have experience in most disciplines within the lighting industry around the india. Our extensive range of street lighting design services are delivered to a number of different types of businesses including Housing Developers, Property/Land

Developers, Local Authorities to Civil Engineering Consultants, Architects and Landscape Architects. Senate illumination lighting consultancy
can provide you with a complete solution from lighting of private areas to lighting adoptable section 38, 106 and 278 works. Our expertise allows us to produce extensive project designs reports which include but are not limited to: AutoCAD layout Road and Area Lighting calculations Cover sheet Cable network and feeder pillar details Equipment schedule and numbering Standard detail drawings Liaison with the adoptable highway authority Electrical Cable Calculations and Proposed Ducting layouts Schematic Drawings Environmental Impact Assessments

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Our business is Customer Satisfaction so lighting design packages are tailored to individual needs, we can provide more or less detail depending on your requirements. We can also carry out bespoke pieces of design work from floodlighting architecture or statues to producing lighting layouts to grounds of private houses. We also specialise in undertaking various levels of on site work, which can range from lighting level readings, asset management inspections, inventory collection (including collating) and adoption inspection regimes. Senate illumination Lighting Consultancy also has a vast experience in project management and site supervision of street lighting maintenance within various local authorities. We can provide experienced engineers that can manage programmes of works from the feasibility design stage right through to the site supervision and installation process. We also have experience in the design handover process so we can provide As Built design packages tailored to your requirements.

TYPE OF COMPANY
SENATE ILLUMINATION is a private registered organization under the company act. 1956 and also fulfilling the all other legal formalities.

PRODUCT PROFILE
Residential lighting :
Flos Architectural Flos Soft Architectural LedsC4 Occhio Beby
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Corporate lighting :
Regent Flos architectural Philips

Hospitality lighting :
Martin lights LedsC4 Simes Flos soft architectural

GOAL
The company helps its customers to select best items, which sell quickly to promote both a higher inventory turn and better margins. Customer service and satisfaction is a cornerstone of the business.

VISION
In a world where complexity increasingly touches every aspect of our daily live,we will lead in bringing sense and simplicity to people.

MISSION
"Improve the quality of peoples lives through timely introduction of meaningful innovations."

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Location
501-Senate House, Above Axis Bank, F.Plot No-543, Main Sinhgad Rd, Jaydevnagar, Parvati, Pune-411030, India Telefax: +91 20 24250240 WebSite: www.senateillumination.com

Number of employees
Senate Illumination is pune based leading lighting And Energy Consulting Firm with total Manstrenght of 25 employees deals with world class leading lighting productmanufacturing like Philips, Regeant, LED4C, Ohcio, Flosetc.

Turnover
15 crore p.a. (approx.)

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2. ORGANIZATIONAL STRUCTURE

Table showing basis of departmentation

Description or position in the organization Top level management Middle level management Lower management

Employee 2 3 20

The table above shows that in one outlet number of employee working in top level are 2, in Middle level are 3,and in lower level management are 20 employees.

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3. Manufacturing / Business process

BUSINESS PROCESS
The entire business process of Senate illumination is to purchasing the goods from the different companies like Philips, Regeant, LED4C, Ohcio, Flos etc. according to the demand of the consumer and accordance with prevailing market situation, and accordance with season. They purchase all the goods into bulk at discounting rates, and selling it directly to the consumer and different small dealers at cheaper rate in comparison to their competitors. Senate illumination have different sales executives of different companies for assisting the consumer in their way. Explore new Market / Segment. Manage Tele-Marketing process. Create awareness of product and services in the market place. Maximize potential prospects. Maximize visit of serious prospects in to showroom. Attending potential prospects.

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PROCESS OF SALE
Warm customer interaction. Customer emotional bonding & capturing mind share. Discount / Sales deal finalization. Order form completion. Finance Assistance. Payment. Documentation. Pre Delivery Inspection. .

Introduction to Service Team.

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4. DISTRIBUTION CHANNELS
Only in domestic area i.ePUNE Using different marketing strategy for promoting o and selling their products. o Like: advertising, discount, o exchange offers etc. Increase their sale to delhi.

DISTRIBUTION STRATEGY
In order to ensure a continuous & efficient distribution, an approximate figure has to be arrived at for getting the initial orders & to ensure adequate supply so that any delays or resultant losses are avoided. For this purpose, the company adopted the consumer response hierarchy model so that, it is ensured that all the company enters the market with a bang avoiding any problems of late or inadequate supplies. This is highly essential to support the huge promotional budget, since if the supplies arent at the right time, all other effort can be in vain.

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Marketing Activities Adopted By the Organization:

This organization has adopted various promotional technique for marketing of their products. Senate Illumination use to advertising in news paper, tv, radio, and most popular way of advertising i.e advertising on internet. And its also use 4ps of marketing (Price, Place, Promotion & Product.)

Market Segment:
Market segmentation is the process in marketing of grouping a market (i.e. customers) into smaller subgroups. These markets are often termed niche markets or specialty markets. These segments are fairly homogeneous in their attitudes about certain variables. Because of this intra-group similarity, they are likely to respond somewhat similarly to a given marketing strategy. That is, they are likely to have similar feeling and ideas about a marketing mix comprised of a given product or service, sold at a given price, distributed in a certain way, and promoted in a certain way. The purpose of segmentation is to identify and target prime customer groups (eg the 20% that account for 80% of your sales) so that you get the maximum return from a limited marketing budget (the most bang for your buck).

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These criteria can be summarized by the word SADAM:

S Substantial: the segment has to be large and profitable enough AAccessible: it must be possible to reach it efficiently DDifferential: it must respond differently to a different marketing mix A Actionable: you must have a product for this segment

MARKET RESEARCH & INFORMATION:

Market research is discovering what people want, need, or believe. It can also involve discovering how they act. Once that research is complete it can be used to determine how to market your specific product. Whenever possible, try to reduce risks at the earliest possible stage. For example you could carry out market research early on and not wait until you are almost ready to enter the market. If early market research reveals that your business idea has real potential, you can use this information in planning the build-up of your business. [Ilar 1998] For starting up a business there are a few things should be found out through market research in order to know if your business is feasible. These are things like:

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Market Information
Market information is making known the prices of the different commodities in the market, the supply and the demand. Information about the markets can be obtained in several different varieties and formats. The most basic form of market information is the best quotation and last sale data, including the number of shares, with respect to a particular security at a given time. [Market research 2006]

Examples Of Market Information Questions Are: Who are the customers? Where are they located and how can they be contacted? What quantity and quality do they want? What is the best time to sell? What is the long-term or historical price data over a number of years? What is the expected production in the country? Is there more demand for one product or another? Etc.

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5. ENVIRONMENTAL SCAN
Environmental scanning is one component of the global environmental analysis. Environmental monitoring, environmental forecasting and environmental assessment complete the global environmental analysis. Environmental scanning refers to the macro environment.The global environment refers to the macro environment which comprises industries, markets, companies, clients and competitors. Consequently, there exist corresponding analyses on the micro-level. Suppliers, customers and competitors representing the micro environment of a company are analyzed within the industry analysis.

PESTEL analysis
The six environmental factors of the PESTEL analysis are the following: a) Political factors Taxation Policy Trade regulations Governmental stability Unemployment Policy etc.

b)Economical factors Inflation rate Growth in spending power Rate of people in a pensionable age Recession or Boom Customer liquidations

c)Socio-cultural age distribution. education levels.

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income level. consumerism. population growth life expectancies Religion

d)Technological factors Technological changes New or improved distribution channels Improved communication and knowledge transfer etc. moral factor

e)Legal factors Unemployment law Health and safety Product safety Advertising regulations Product labelling etc.

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6. Competitors Analysis
Aaki Consumer Electronics India LimitedLighting Shops in S.P. College, Pune Adinath Electricals Lighting Shops in KasbaPeth, Pune AirconShoppeeLighting Shops in Khadki, Pune Anant IndustriesLighting Shops in Kothrud, Pune Ashish EnterprisesLighting Shops in N.D.A., Pune City LightsLighting Shops in Deccan Gymkhana, Pune D.G. PotdarLighting Shops in Bhosarigaon, Pune D.S. ElectricalsLighting Shops in Anand Nagar, Pune Dass Electrical Trading Company Private LimitedLighting Shops in Pune H.O., Pune Dass Electrical Trading Company Private LimitedLighting Shops in PimpriChinchwad, Pune Diplomat ElectricalsLighting Shops in ChinchwadGaon, Pune Durga Electricals Lighting Shops in PimpriChinchwad, Pune

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Findings
1. Employees are satisfied with good pay as the key motivating factor for work efficiency. 2. Employees are satisfied with salary offerings at Senate Illumination. 3. Majority of employee dont have other source of income. 4. Majority of employee are placed by direct appointment at Senate Illumination . 5. Majority of employees are satisfied with employment conditions prevailing in organisation. 6. Majority of employees are satisfied with promotion and transfer policy. 7. Employees are satisfied with the physical working conditions at Senate Illumination. 8. Employees have good chemistry work group i.e. between different classes of work designation. 9. Employees are satisfied with working hour at Senate Illumination.

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7. Strategies adopted by the organisation

Pricing strategy:
Competition Based Pricing
Setting the price based upon prices of the similar competitor products. 1) Product is lasting distinctiveness from competitor's product, such as : a) The product has low price elasticity. b) The product has low cross elasticity. c) The demand of the product will rise. 2) Products have parishable distinctiveness from competitor's product, assuming the product features are medium distinctiveness. 3) Products have little distinctiveness from competitor's product. assuming that: a) The product has high price elasticity. b) The product has some cross elasticity. c) No expectation that demand of the product will rise.
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 Promotion strategy:
A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market. An organisations promotional strategy can consist of:

Advertising:
Is any non personal paid form of communication using any form of mass media?

Public relations:
Involves developing positive relationships with the organisation media public. The art of good public relations is not only to obtain favorable publicity within the media, but it is also involves being able to handle successfully negative attention.

Sales promotion:
Commonly used to obtain an increase in sales short term.Could involve using money off coupons or special offers.

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PLAN TO ACHIEVE TARGET

Induction of quality sales force. Optimum coverage of the territory. Segmentation and Identification of customers. Tie up with Finance Companies. Organize Events, Seminar, Meeting& Exhibition. Arranging Finance Obtain database of existing and potential customers. Fixing Area wise / Executive wise sales target. Planning model wise sales for the Year / Half Year / Quarter / Month. Introducing Finance Schemes / Promotional Schemes. Weekly / Monthly Review Meetings. Regular follow up for converting the prospects in to sales.

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POLICY
Sufficient Skilled Man power with best in industry remunerations . Staff entertainment. Incentive scheme for sales consultants and Sales Managers . Allowances for performers. and incentive.) KING OF QUARTER Cash Award, Memento and a letter of o appreciation. CHAMPION Half Yearly recognition with Cash Award and Certification. TOPPER Yearly Bumper Award of Excellence with reciprocations

BEST SELLER Monthly Cash Award ( Apart from allowance

and a trip to overseas or equivalent cash award.

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8. Corporate Governanace
Corporate governance is reflection of our culture, policies, our relationship with stake holders and our commitment to values. SI endeavor will be to bring high level of satisfaction to customers, vendors, investors, employees, and community - at large. SI is aiming to become pioneer in bench marking its corporate governance practices with the best in country. Our corporate governance policy is based on following principles Maintaining transparency and high degree of disclosure at all levels. Comply with the laws of the land in which we operate. Satisfy the spirit of the law and not just the letter of the law.

Rights and equitable treatment of shareholders: Organizations should respect the rights of shareholders and help shareholders to exercise those rights. They can help shareholders exercise their rights by openly and effectively communicating information and by encouraging shareholders to participate in general meetings.

Interests of otherstakeholders: Organizations should recognize that they have legal, contractual, social, and market driven obligations to nonshareholder stakeholders, including employees, investors, creditors, suppliers, local communities, customers, and policy makers.

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 Role and responsibilities of the board: The board needs sufficient relevant skills and understanding to review and challenge management performance. It also needs adequate size and appropriate levels of independence and commitment

Integrity and ethical behaviour : Integrity should be a fundamental requirement in choosing corporate officers and board members. Organizations should develop a code of conduct for their directors and executives that promotes ethical and responsible decision making.

Disclosure and transparency: Organizations should clarify and make publicly known the roles and responsibilities of board and management to provide stakeholders with a level of accountability. They should also implement procedures to independently verify and safeguard the integrity of the company's financial reporting. Disclosure of material matters concerning the organization should be timely and balanced to ensure that all investors have access to clear, factual information.

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CONCLUSION
From the analysis i conclude that the job provides the opportunity to the employee to the employees to exercise his/her skills at work place. Number of the employees accepted that at times there is a considerable flexibility in cocoordinating with work and they are satisfied with the existing inter personal communication. From analysis it was also observed that there is a scope for the improvement of working condition at Senate Illumination. Salary package would hike so that it can be in par with market rate. Finally i would like to conclude that the employees at Senate Illumination are satisfied with their work and organisation.

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