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EXECUTIVE SUMMARY

Educate clients about why there need a business consultant. Formulation of Marketing Strategy for My Discount Card. Collect information about there product and create a marketing research related to there products .After collecting all data related to their product then form a new marketing strategy .To position there product in market.

Trained other interns related to company profile and help them to create marketing strategy for companies

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TABLE OF CONTENT
SR NO. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. INTRODUCTION COMPANY PROFILE OF ACMEZ COMPANY PROFILE OF MY DISCOUNT CARD ABOUT THE PROJECT PROJECT & SOLUTION RESEARCH METHODOLOGY CONCLUSION DATA ANALYSIS AND FINDINGS RECOMMENDATIONS BIBLIOGRAPHY APPENDIX PARTICULARS

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INDUSTRY PROFILE MyCityDiscount Card is an initiative by Maven. This card gets you exclusive discounts and benefits from most sought after restaurants, beauty salons & spa, coffee lounges, fitness centers, education and training, resorts, hospitals, flower shops and many more. In fact on almost everything you buy. MyCityDiscount Card is accepted by hundreds of merchants all over the city and it covers almost all product categories. Throughout the year you can avail excellent deals which are not available for others. Get your MyCityDiscount Card and save money without changing your life style. Benefits of Vendorship

Join network of 500 merchants and growing. Low cost Branding and Visibility. Reaching the right Target Audience. Increase footfall to your stores, Increase Sales. Get visibility on our website and social media pages. Increase in client retention

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Uses of Card

Shop at any of MyCityDiscount Card discount partner stores. Register your email address to get emails when new clients added and any new offers available in your preferred locations. Show Show your MyCityDiscount Card to the cashier at the time of check-out. You may have to show your Student identity (College ID Card) for proof of identity. Save Get 5% to 50% discount on the items that purchased and save your money. You can save at least 5% to 50%of your expenditure by effectively using MyCityDiscount Card

Terms and condition

Vendors:

The vendor will abide by the offers they have agreed at the time the discount card is presented.

The vendor will ensure that their employees are aware of the current agreed offers. Only provide the offers on production of the discount card. Only accept discount cards that are part of our MyCityDiscount Network. Only accept discount cards that are not defaced or damaged. Check expire dates before giving the discount. Inform us of any changes in the business ie: Contact numbers/address, emails, website changes etc

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MyCityDiscount will use the name and the logo of the vendor in all the printed material including the brochure & website.

It is expected that the vendor would intimate changes (if any) including removal of any offer at least 15 days in advance, so that the member could be informed accordingly.

For Card Holders:

This is not a Credit Card and is not transferable. Please present this card to avail the benefits.

This Card is the property of MMI Ltd and can be withdrawn anytime. It has no legal binding.

The benefit/s offered by the merchant cannot be used in conjunction with any other offer or scheme that is in force.

Please announce your intent to avail the benefit/s, before the bill is prepared. MyCityDiscount merchants have the right to ask for student ID to ensure that the person using the card is a student. This request is made to protect the cardholder from anybody falsely using his or her card. If you cannot provide a valid student ID, your discount may be refused

MyCityDiscount (unit of MMI Ltd.) reserves all rights to make amendments to these terms and conditions without giving any prior notice to any cardholder.

It shall be the sole responsibility of the cardholders to check on the web-site (www.mycitydiscount.in) for updates on the promotional offer and for updated term and conditions.

MyCityDiscount (unit of MMI Ltd.) reserves the right to withdraw any promotional offer, at its sole discretion, at any time without giving any prior notice thereof to the cardholders.

Availing of any offer by the cardholder shall mean that the cardholder has read, understood, accepted and agreed to abide with all the terms and conditions of the offer along with all its amendments, if any.

This offer is brought to you by the participating merchant. MyCityDiscount (unit of MMI Ltd.)is not responsible for goods/services offered by the participating outlets nor are they

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liable for any defect or shortcoming of facilitating process of the goods/services so obtained/availed or redeemed by the Card holder.

Card sharing is strictly prohibited and constitutes fraud. Any cardholder who shares their card will have their membership revoked.

The member agrees to accept SMS/Email related to vendor updates, changes in T&C, and promotional activities of the company and its associate vendors.

The Insurance will be activated within one month from the date of purchase of the Card.

Contact us My City Discount Dehradun Office : 15-A Kalidas Road, Dehradun-248001, Uttarakhand, India Contact Numbers:- +91- 8755947333/ 8755947444 Delhi Office : D-38/4, First Floor, Acharaya Niketan Mayur Vihar Phase 1, New Delhi NCR Office : A-301, Tower 1, Ashiana Upvan Indirapuram, Ghaziabad- 201010

Email:- info@mycitydiscount.in

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MCKINSEYS 7S FRAMEWORK

Strategy Structure Systems Style Staff Skills Shared Values/ Super ordinate Goals

The Hard Ss The hard elements are factual and easy to identify. They can be found in strategy statements, corporate plans, organization charts, and other documentation. The Soft Ss The soft elements are difficult to describe since they are continuously developing and changing. They are highly determined by the people at work in the organization.

7-S Model The Hard Ss Strategy Marketing Strategy of MyCity Discount Card Page 7

o Actions a company plans in response to or in anticipation of changes in its external environment provide Cheapest product than other companies provide quality product committed with their associates Structure o Basis for specialization and coordination, influenced primarily by strategy and by organization size and diversity

CHAIRMAN

DIRECTOR

EA TO DIRE CTOR

IT HEAD

R&D

ACCOUNTS

COSTING & BUDGETI NG COMM.

PPIC QC

CORP. QC

MATERIAL & HANDLING

PROJ. & ENGG.

CORP. HR

System o Formal and informal procedures that support the strategy and structure

7-S Model The Soft Ss Style / Culture The culture of the organization, consisting of o Organizational culture: the dominant values, beliefs and norms which develop over time and become relatively enduring features of organization life o Management style: what managers do rather than what they say (where they spend their time and attention, what they allow, what they reward, etc.) Staff Total workforce 3000 people Marketing Strategy of MyCity Discount Card Page 8

Skills Communication skills Leadership skills Motivation skills Marketing skills Shared values

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SWOT ANALYSIS
SWOT analysis refers to analysis of strength, weakness, opportunities and threats present in the environment for the company. STRENGTHS : Experience in the manufacture and supply of pharmaceuticals. Highly Integrated portfolio of products for the pharmaceuticals and healthcare sectors. Customer base across the globe including several blue chip organizations. One of the largest manufacturer/exporter of highest caliber of professionals in scientists, engineers, lab technicians, production heads and functional managers. Multicultural and multidiscipline workforce that is motivated towards the highest standards of customer satisfaction. Strict adherence to Good Manufacturing Practices (GMP). Driven by quality, integrity and core values.

WEAKNESSES: Lack of unawareness in employees regarding company policies. Low level of motivation. OPPORTUNITIES: Introduction of new medicines. Manufacturing new forms of Drugs. Entering into international market. National or International collaborations. THREATS: Increasing competition. Existing pharmaceutical companies.

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LEARNING EXPERIENCE
At the time of my internship at Akums, I learned behavioral skills, ethics of working in a company, how to manage contact based workers, analysis of performance appraisal, gained knowledge about performance appraisal system at Akums.

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OBJECTIVES OF THE PROJECT

To educate the client about the business consulting services of My Discount Card To understand the problems with the existing marketing strategy of the My Discount Card To suggest and formulate appropriate strategy for the Discount Card .

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INTRODUCTION
Marketing:

Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. It is an activity. Marketing activities and strategies result in making products available that satisfy customers while making profits for the companies that offer those products. Marketing activities are numerous and varied because they basically include everything needed to get a product off the drawing board and into the hands of the customer. The broad field of marketing includes activities such as:

Designing the product so it will be desirable to customers by using tools such as marketing research and pricing.

Promoting the product so people will know about it by using tools such as public relations, advertising, and marketing communications.

Setting a price and letting potential customers know about your product and making it available to them.

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Sales Promotion: In a time when customers are exposed daily to a nearly infinite amount of promotional messages, many marketers are discovering that advertising alone is not enough to move members of a target market to take action, such as getting them to try a new product. Instead, marketers have learned that to meet their goals they must use additional promotional methods in conjunction with advertising.

Other marketers have found that certain characteristics of their target market (e.g., small but geographically dispersed) or characteristics of their product (e.g., highly complex) make advertising a less attractive option. For these marketers better results may be obtained using other promotional approaches and may lead to directing all their promotional spending to non-advertising promotions. Sales promotion describes promotional methods using special short-term techniques to persuade members of a target market to respond or undertake certain activity. As a reward, marketers offer something of value to those responding generally in the form of lower cost of ownership for a purchased product (e.g., lower purchase price, money back) or the inclusion of additional value-added material (e.g., something more for the same price).

Sales promotions are often confused with advertising. For instance, a television advertisement mentioning a contest awarding winners with a free trip to a Caribbean island may give the contest the appearance of advertising. While the delivery of the marketers message through television media is certainly labeled as advertising, what is contained in the message, namely the contest, is considered a

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sales promotion. The factors that distinguish between the two promotional approaches are: 1. whether the promotion involves a short-term value proposition (e.g., the contest is only offered for a limited period of time). 2. The customer must perform some activity in order to be eligible to receive the value proposition (e.g., customer must enter contest). The inclusion of a timing constraint and an activity requirement are hallmarks of sales promotion. Sales promotions are used by a wide range of organizations in both the consumer and business markets, though the frequency and spending levels are much greater for consumer products marketers. One estimate by the Promotion Marketing Association suggests that in the US alone spending on sales promotion exceeds that of advertising.

Objectives of Sales Promotion


Sales promotion is a tool used to achieve most of the five major promotional objectives discussed in the Promotion Decisions tutorial: Building Product Awareness Several sales promotion techniques are highly effective in exposing customers to products for the first time and can serve as key promotional components in the early stages of new product introduction. Additionally, as part of the effort to build product awareness, several sales promotion techniques possess the added advantage of capturing customer information at the time of exposure to the promotion. In this way sales promotion can act as an effective customer information gathering tool
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(i.e., sales lead generation), which can then be used as part of follow-up marketing efforts. Creating Interest Marketers find that sales promotions are very effective in creating interest in a product. In fact, creating interest is often considered the most important use of sales promotion. In the retail industry an appealing sales promotions can significantly increase customer traffic to retail outlets. Internet marketers can use similar approaches to bolster the number of website visitors. Another important way to create interest is to move customers to experience a product. Several sales promotion techniques offer the opportunity for customers to try products for free or at low cost. Providing Information Generally sales promotion techniques are designed to move customers to some action and are rarely simply informational in nature. However, some sales promotions do offer customers access to product information. For instance, a promotion may allow customers to try a fee-based online service for free for several days. This free access may include receiving product information via email. Stimulating Demand Next to building initial product awareness, the most important use of sales promotion is to build demand by convincing customers to make a purchase. Special promotions, especially those that lower the cost of ownership to the customer (e.g., price reduction), can be employed to stimulate sales. Reinforcing the Brand Once customers have made a purchase sales promotion can be used to both encourage additional purchasing and also as a
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reward for purchase loyalty (see loyalty programs below). Many companies, including airlines and retail stores, reward good or preferred customers with special promotions, such as email special deals and surprise price reductions at the cash register.

Classification of Sales Promotion


Sales promotion can be classified based on the primary target audience to whom the promotion is directed. These include:

Consumer Market Directed - Possibly the most well-known methods of sales promotion are those intended to appeal to the final consumer. Consumers are exposed to sales promotions nearly everyday, and as discussed later, many buyers are conditioned to look for sales promotions prior to making purchase decisions. Trade Market Directed Marketers use sales promotions to target all customers including partners within their channel of distribution. Trade promotions are initially used to entice channel members to carry a marketers products and, once products are stocked, marketers utilize promotions to strengthen the channel relationship. Business-to-Business Market Directed A small, but important, sub-set of sales promotions are targeted to the business-to-business market. While these promotions may not carry the glamour associated with consumer or trade promotions, B-to-B promotions are used in many industries.

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Advertising Advertising is a non-personal form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for message placement. Advertising has long been viewed as a method of mass promotion in that a single message can reach a large number of people. But, this mass promotion approach presents problems since many exposed to an advertising message may not be within the marketers target market, and thus, may be an inefficient use of promotional funds. However, this is changing as new advertising technologies and the emergence of new media outlets offer more options for targeted advertising. Advertising also has a history of being considered a one-way form of marketing communication where the message receiver (i.e., target market) is not in position to immediately respond to the message (e.g., seek more information). This too is changing. For example, in the next few years technologies will be readily available to enable a television viewer to click a button to request more details on a product seen on their favorite TV program. In fact, it is expected that over the next 10-20 years advertising will move away from a one-way communication model and become one that is highly interactive. Another characteristic that may change as advertising evolves is the view that advertising does not stimulate immediate demand for the product advertised. That is, customers cannot quickly purchase a product they see advertised. But as more media outlets allow customers to interact with the messages being delivered the ability of advertising to quickly stimulate demand will improve.

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Importance of Advertising
Spending on advertising is huge. One often quoted statistic by market research firm estimates that worldwide spending on advertising exceeds (US) $400 billion. This level of spending supports thousands of companies and millions of jobs. In fact, in many countries most media outlets, such as television, radio and newspapers, would not be in business without revenue generated through the sale of advertising. While worldwide advertising is an important contributor to economic growth, individual marketing organizations differ on the role advertising plays. For some organizations little advertising may be done, instead promotional money is spent on other promotion options such a personal selling through a sales team. For some smaller companies advertising may consist of occasional advertisement and on a very small scale, such as placing small ads in the classified section of a local newspaper. But most organizations, large and small, that rely on marketing to create customer interest are engaged in consistent use of advertising to help meet marketing objectives. This includes regularly developing advertising campaigns, which involve a series of decisions for planning, creating, delivering and evaluating an advertising effort. We will cover advertising campaigns in greater detail in our next tutorial.

Advertising Agency Functions

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Professionals at advertising agencies and other advertising organizations offer a number of functions including:

Account Management Within an advertising agency the account manager or account executive is tasked with handling all major decisions related to a specific client. These responsibilities include locating and negotiating to acquire clients. Once the client has agreed to work with the agency, the account manager works closely with the client to develop an advertising strategy. For very large clients, such as large consumer products companies, an advertising agency may assign an account manager to work full-time with only one client and, possibly, with only one of the clients product lines. For smaller accounts an account manager may simultaneously manage several different, though non-competing, accounts. Creative Team The principle role of account managers is to manage the overall advertising campaign for a client, which often includes delegating selective tasks to specialists. For large accounts one task account managers routinely delegate involves generating ideas, designing concepts and creating the final advertisement, which generally becomes the responsibility of the agencys creative team. An agencys creative team consists of specialists in graphic design, film and audio production, copywriting, computer programming, and much more. Researchers Full-service advertising agencies employ market researchers who assess a clients market situation, including understanding customers and competitors, and also are used to test creative ideas. For instance, in the early stages of an advertising campaign researchers may run focus group sessions with selected members of the clients target market in order to get their reaction to several advertising concepts. Researchers are also used

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following the completion of an advertising campaign to measure whether the campaign reached its objectives.

Media Planners Once an advertisement is created, it must be placed through an appropriate advertising media. Each advertising media, of which there are thousands, has its own unique methods for accepting advertisements, such as different advertising cost structures (i.e., what it costs marketers to place an ad), different requirements for accepting ad designs (e.g., size of ad), different ways placements can be purchased (e.g., direct contact with media or through third-party seller), and different time schedules (i.e., when ad will be run). Understanding the nuances of different media is the role of a media planner, who looks for the best media match for a client and also negotiates the best deals.

Types of Advertising
If you ask most people what is meant by "type" of advertising, invariably they will respond by defining it in terms of how it is delivered (e.g., television ad, radio ad, etc.). But in marketing, type of advertising refers to the primary "focus" of the message being sent and falls into one of the following four categories: 1. Product-Oriented Advertising 2. Image Advertising 3. Advocacy Advertising 4. Public Service Advertising Types of Advertising: Product-Oriented

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Most advertising spending is directed toward the promotion of a specific good, service or idea, what we have collectively labeled as an organizations product. In most cases the goal of product advertising is to clearly promote a specific product to a targeted audience. Marketers can accomplish this in several ways from a lowkey approach that simply provides basic information about a product (informative advertising) to blatant appeals that try to convince customers to purchase a product (persuasive advertising) that may include direct comparisons between the marketers product and its competitors offerings (comparative advertising). However, sometimes marketers intentionally produce product advertising where the target audience cannot readily see a connection to a specific product. Marketers of new products may follow this "teaser" approach in advance of a new product introduction to prepare the market for the product. For instance, one week before the launch of a new product a marketer may air a television advertisement proclaiming "After next week the world will never be the same" but do so without any mention of a product or even the company behind the ad. The goal is to create curiosity in the market and interest when the product is launched.

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ABOUT THE PROJECT

Consumer products can be categorized as convenience goods, for which consumers are willing to invest very limited shopping efforts. Thus, it is essential to have these products readily available and have the brand name well known. Shopping goods, in contrast, are goods in which the consumer is willing to invest a great deal of time and effort. For example, consumers will spend a great deal of time looking for a new car or a medical procedure. Specialty goods are those that are of interest only to a narrow segment of the populatione.g., drilling machines. Industrial goods can also be broken down into subgroups, depending on their uses. It should also be noted that, within the context of marketing decisions, the term product refers to more than tangible goodsa service can be a product, too.

A firms product line or lines refers to the assortment of similar things that the firm holds. Brother, for example, has both a line of laser printers and one of typewriters. In contrast, the firms product mix describes the combination of different product lines that the firm holds. Boeing, for example, has both a commercial aircraft and a
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defense line of products that each take advantage of some of the same core competencies and technologies of the firm. Some firms have one very focused or narrow product line while others maintain numerous lines that hopefully all have some common theme. This represents a wide product mix 3M, for example, makes a large assortment of goods that are thought to be related in the sense that they use the firms ability to bond surfaces together. Depth refers to the variety that is offered within each product line. Maybelline offers a great deal of depth in lipsticks with subtle differences in shades while Morton Salt offers few varieties of its product. Products may be differentiated in several ways. Some may be represented as being of superior quality (e.g., Maytag), or they may differ in more arbitrary ways in terms of stylessome people like one style better than another, while there is no real consensus on which one is the superior one. Finally, products can be differentiated in terms of offering different levels of servicefor example, Volvo offers a guarantee of free, reliable towing anywhere should the vehicle break down. American Express offers services not offered by many other charge cards.
BRANDING

An essential issue in product management is branding. Different firms have different policies on the branding on their products. While 3M puts its brand name on a great diversity of products, Proctor & Gamble, on the opposite extreme, maintains a separate brand name for each product. In general, the use of brand extensions should be evaluated on the basis of the compatibility of various productscan the same brand name represent different products without conflict or confusion? Coca Cola for many years resisted putting its coveted brand name on a diet soft drink. In the old days, available sweeteners such as saccharin added an
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undesirable aftertaste, implying a clear sacrifice in taste for the reduction in calories. Only after NutraSweet was introduced was the brand extension allowed. Research shows that consumers are more receptive to brand extensions when (1) the company appears to have the expertise to make the product (1) the products are congruent (compatible), and (2) the brand extension is not seen as being exploitative of a high quality brand name. In many markets, brands of different strength compete against each other. At the top level are national or international brands. A large investment has usually been put into extensive brand buildingincluding advertising, distribution and, if needed, infrastructure support. Although some national brands are better regarded than otherse.g., Dell has a better reputation than e-Machinesthe national brands usually sell at higher prices than to regional and store brands. Regional brands, as the name suggests, are typically sold only in one area. In some cases, regional distribution is all that firms can initially accomplish with the investment capital and other resources that they have. This means that advertising is usually done at the regional level. This limits the advertising opportunities and thus the effect of advertising. In some cases, regional brands may eventually grow into national ones. For example, Snapple was a regional beverage. While a regional beverage, it became so successful that it was able to attract investments to allow a national launch. In a similar manner, some brands often start in a narrow niche either nationally or regionallyand may eventually work their way up to a more inclusive national brand. For example, Mars was originally a small brand that focused on liquor filled chocolate candy. Eventually, the firm was able to expand. Store, or private label brands are, as the name suggests, brands that are owned by retail store chains or consortia thereof. Typically, store brands sell at lower prices than do national brands. However, because the chains do not have the external
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brand building costs, the margins on the store brands are often higher. Retailers have a great deal of power because they control the placement of products within the store. Many place the store brand right next to the national brand and place a sign highlighting the cost savings on the store brand.

SEGMENTING & POSITIONING

A marketing strategy is based on expected customer behavior in a certain market. In order to know the customer and its expected buying process of segmenting and positioning is needed. These processes are chronological steps which are dependent on each other. This topic elaborates on the dependency and relationship between these processes. Segmenting Segmenting is the process of dividing the market into segments based on customer characteristics and needs. The main activity segmenting consists of four sub activities. These are: 1. determining who the actual and potential customers are 2. identifying segments 3. analyzing the intensity of competitors in the market 4. selecting the attractive customer segments. The first, second and fourth steps are described as market segmentation. The third step of analyzing the intensity of the competitors is added to the process of segmenting in this process description. When different segments are identified, it is
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not necessary that these segments are attractive to target. A company is almost never alone in a market -- competitors have a great influence on the attractiveness of entering a certain market. When there is a high intensity of competitors, it is hard to obtain a profitable market share and a company may decide not to enter a certain market. The third step of segmenting is the first part of the topic of competitor analysis. The need for segmenting a market is based on the fact that no market is homogeneous. For one product the market can be divided in different customer groups. The variables used for this segmenting in these groups are usually geographical, psycho graphical, behavioral and demographic variables. This results in segments which are homogeneous within and heterogeneous between each other. When these segments are known, it is important to decide on which market to target. Not every market is an attractive market to enter. A little filtering has been done in this activity, but there are more factors to take in account before targeting a certain market segment. This process is called targeting. Targeting After the most attractive segments are selected, a company should not directly start targeting all these segments -- other important factors come into play in defining a target market. Four sub activities form the basis for deciding on which segments will actually be targeted. The four sub activities within targeting are: 1. defining the abilities of the company and resources needed to enter a market 2. analyzing competitors on their resources and skills 3. considering the companys abilities compared to the competitors' abilities
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4. deciding on the actual target markets. The first three sub activities are described as the topic competitor analysis. The last sub activity of deciding on the actual target market is an analysis of the company's abilities to those of its competitors. The results of this analysis leads to a list of segments which are most attractive to target and have a good chance of leading to a profitable market share. Obviously, targeting can only be done when segments have been defined, as these segments allow firms to analyze the competitors in this market. When the process of targeting is ended, the markets to target are selected, but the way to use marketing in these markets is not yet defined. To decide on the actual marketing strategy, knowledge of the differential advantages of each segment is needed. Positioning When the list of target markets is made, a company might want to start on deciding on a good marketing mix directly. But an important step before developing the marketing mix is deciding on how to create an identity or image of the product in the mind of the customer. Every segment is different from the others, so different customers with different ideas of what they expect from the product. In the process of positioning the company: 1. identifies the differential advantages in each segment 2. decides on a different positioning concept for each of these segments. This process is described at the topic positioning, here different concepts of positioning are given. The process-data model shows the concepts resulting from the different activities before and within positioning. The model shows how the predefined concepts are
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the basis for the positioning statement. The analyses done of the market, competitors and abilities of the company are necessary to create a good positioning statement. When the positioning statement is created, one can start on creating the marketing mix Elements of the marketing mix are often referred to as the "Four 'P's", a phrase used since the 1960's

Product - It is a tangible good or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are service based like the tourism industry & the hotel industry or codes-based products like cellphone load and credits. Typical examples of a mass produced tangible object are the motor car and the disposable razor. A less obvious but ubiquitous mass produced service is a computer operating system. Packaging also needs to be taken into consideration. Every product is subject to a life-cycle including a growth phase followed by an eventual period of decline as the product approaches market saturation. To retain its competitiveness in the market, product differentiation is required and is one of the strategies to differentiate a product from its competitors. Price The price is the amount a customer pays for the product. The business may increase or decrease the price of product if other stores have the same product.

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Place Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet.

Promotion represents all of the communications that a market may use in the marketplace. Promotion has four distinct elements: advertising, public relations, personal selling and sales promotion. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from cinema commercials, radio and Internet adverts through print media and billboards. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations (see Product above).

Any organization, before introducing its products or services into the market; conducts a market survey. The sequence of all 'P's as above is very much important in every stage of product life cycle Introduction, Growth, Maturity and Decline. In recent years the addition of a 5th P has become common place. The 5th P being people. This is to represent the people who you are targeting but also the people who will physically conduct each part of the campaign. Some people even go up to as many as 10 P's. Extended Marketing Mix (4 P's)

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More recently, three more Ps have been added to the marketing mix namely People, Process and Physical Evidence. This marketing mix is known as Extended Marketing Mix. People: All people involved with consumption of a service are important. For example workers, management, consumers etc. It also defines the market segmentation, mainly demographic segmentation. It addresses particular class of people for whom the product or service is made available. Process: Procedure, mechanism and flow of activities by which services are used. Also the 'Procedure' how the product will reach the end user. Physical Evidence: The marketing strategy should include effectively

communicating their satisfaction to potential customers. "Posture" it represents a friendly behavior with people and make a relation. Five Cs(CONSUMER, COST, CONVENIENCE and COMMUNICATION , CULTURE ) Robert F. Lauterborn proposed a four Cs classification in 1993.[2] The Four Cs model is more consumer-oriented and attempts to better fit the movement from mass marketing to niche marketing. Product part of the Four Ps model is replaced by ' Consumer' or Consumer Models, shifting the focus to satisfying the consumer needs. Another C replacement for Product is Capable. By defining offerings as individual capabilities that when combined and focused to a specific industry, creates a custom solution rather than pigeon-holing a customer into a product. Pricing is replaced by 'Cost' reflecting the total cost of ownership. Many factors affect Cost, including but not limited to the customer's cost to change
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or implement the new product or service and the customer's cost for not selecting a competitor's product or service. Placement is replaced by 'Convenience'. With the rise of internet and hybrid models of purchasing, Place is becoming less relevant. Convenience takes into account the ease of buying the product, finding the product, finding information about the product, and several other factors. Promotions feature is replaced by 'Communication' which represents a broader focus than simply Promotions. Communications can include advertising, public relations, personal selling, viral advertising, and any form of communication between the firm and the consumer 6 Ps of Marketing Products - Simply put, a product is anything, good or service, that is needed in the market. All products can be broken down in to three components. The core product is defined as the end benefit for the customer. For example, a person who buys a pair of shoes is buying comfort and foot protection. The next component is the formal products which refers to the actual item and includes its physical and psychological aspects. That same person who buys a pair of shoes is buying a brand name because they view it as best. The last component is the augmented product which refers to the entire service or good including any additional support items like a warranty, service, or delivery. As a business owner you must take into consideration all aspects of a product because they each play an important role in whether or not customers choose your product over other products.
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Place Place is all about how your customers can get a product. It is incredibly important that business owners think about where their customers are, and how they will get their product to those customers. Positioning your business in the right place so that it is convenient for both your customers and from your manufactures standpoint is a great idea. The place also takes into consideration how the product will get to customers, meaning whether you will sell it directly or through a retailer or online. Pricing Strategy - The price at which you sell your product depends on a number of factors. You must set a price that allows you to make a profit while also meeting your competitors prices or beating them. It also has to be the right amount to allow you to maintain and increase your customer base. To figure this out, you have to know how much it costs to get your product to a consumer including all costs, not just that of your raw materials. You will also have to do research to find out what your competition charges and what price consumers will pay. Promotion - Promotion is the nuts and bolts of getting your message out to the public. This is mainly done through advertising in the form of radio, newspapers, television, and on line promotions. Getting the right message out to your core customers is a big task. You must try to find a balance between what your competitors are saying and what you need to say to give your product a positive image. There are many rules governing truth in advertising here in Australia, so be certain you comply with all regulations before you launch any promotion campaign.
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People - You might think that this P refers to customers, but it does not. The most important people in your business are the people who work with and for you. Hiring the right people is one of the most important things you will do for your business. They are the face of your product to the world as well as the hands behind the scene that make sure everything gets done correctly and on time. As a business owner you must work hard to develop your employees and to manage them with dignity so they want to work for you. You also have to figure out what you need done in your business so you can hire the right people to fill each position and task. Process - Process takes into account all of the previous Ps to ensure that each customer has a good experience when they do business with you. Your process includes everything that you did to get your product to the consumer including all of the planning and paperwork and marketing that it took to do it. As you look at your process you have to ensure that you have planned for every possible scenario so that you can guarantee success. You also have to have efficient procedures in place that make your business run as effectively as possible. Also make sure you accurately document each step so you can control the quality of your product and services all the way down the line. You must also be able to review your procedures so that you can improve as necessary all the time

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What is Promotion? Promotion is a form of corporate communication that uses various methods to reach a targeted audience with a certain message in order to achieve specific organizational objectives. Nearly all organizations, whether for-profit or not-forprofit, in all types of industries, must engage in some form of promotion. Such efforts may range from multinational firms spending large sums on securing highprofile celebrities to serve as corporate spokespersons to the owner of a one-person enterprise passing out business cards at a local businesspersons meeting. Like most marketing decisions, an effective promotional strategy requires the marketer understand how promotion fits with other pieces of the marketing puzzle (e.g., product, distribution, pricing, target markets). Consequently, promotion decisions should be made with an appreciation for how it affects other areas of the company. For instance, running a major advertising campaign for a new product without first assuring there will be enough inventory to meet potential demand generated by the advertising would certainly not go over well with the companys production department (not to mention other key company executives). Thus, marketers should not work in a vacuum when making promotion decisions. Rather, the overall success of a promotional strategy requires input from others in impacted functional areas. In addition to coordinating general promotion decisions with other business areas, individual promotions must also work together. Under the concept of Integrated Marketing Communication marketers attempt to develop a unified promotional strategy involving the coordination of many different types of promotional
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techniques. The key idea for the marketer who employs several promotional options (well discuss potential options later in this tutorial) to reach objectives for the product is to employ a consistent message across all options. For instance, salespeople will discuss the same benefits of a product as mentioned in television advertisements. In this way no matter how customers are exposed to a marketers promotional efforts they all receive the same information. Targets of Marketing Promotions The audience for an organizations marketing communication efforts is not limited to just the marketers target market. While the bulk of a marketers promotional budget may be directed at the target market, there are many other groups that could also serve as useful target of a marketing message. Targets of a marketing message generally fall into one of the following categories:

Members of the Organizations Target Market This category would include current customers, previous customers and potential customers, and as noted, may receive the most promotional attention. Influencers of the Organizations Target Market There exists a large group of people and organizations that can affect how a companys target market is exposed to and perceives a companys products. These influencing groups have their own communication mechanisms that reach the target market and the marketer may be able utilize these influencers to its benefit. Influencers include the news media (e.g., offer company stories), special interest groups, opinion leaders (e.g., doctors directing patients), and industry trade associations.

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Participants in the Distribution Process The distribution channel provides services to help gain access to final customers and are also target markets since they must recognize a products benefits and agree to handle the product in the same way as final customers who must agree to purchase products. Aiming promotions at distribution partners (e.g., retailers, wholesalers, distributors) and other channel members is extremely important and, in some industries, represents a higher portion of a marketers promotional budget than promotional spending directed at the final customer. Other Companies The most likely scenario in which a company will communicate with another company occurs when the marketer is probing to see if the company would have an interest in a joint venture, such as a comarketing arrangement where two firms share marketing costs. Reaching out to other companies, including companies who may be competitors for other products, could help create interest in discussing such a relationship. Other Organizational Stakeholders Marketers may also be involved with communication activities directed at other stakeholders. This group consists of those who provide services, support or, in other ways, impact the company. For example, an industry group that sets industry standards can affect company products through the issuance of recommended compliance standards for product development or other marketing activities. Communicating with this group is important to insure the marketers views of any changes in standards are known.

Objectives of Marketing Promotions

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The most obvious objective marketers have for promotional activities is to convince customers to make a decision that benefits the marketer (of course the marketer believes the decision will also benefit the customer). For most for-profit marketers this means getting customers to buy an organizations product and, in most cases, to remain a loyal long-term customer. For other marketers, such as notfor-profits, it means getting customers to increase donations, utilize more services, change attitudes, or change behavior . However, marketers must understand that getting customers to commit to a decision, such as a purchase decision, is only achievable when a customer is ready to make the decision. As we saw in the tutorials covering Consumer Buying Behavior and Business Buying Behavior, customers often move through several stages before a purchase decision is made. Additionally before turning into a repeat customer, purchasers analyze their initial purchase to see whether they received a good value, and then often repeat the purchase process again before deciding to make the same choice. The type of customer the marketer is attempting to attract and which stage of the purchase process a customer is in will affect the objectives of a particular marketing communication effort. And since a marketer often has multiple simultaneous promotional campaigns, the objective of each could be different. Types of Promotion Objectives The possible objectives for marketing promotions may include the following:

Build Awareness New products and new companies are often unknown to a market, which means initial promotional efforts must focus on establishing

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an identity. In this situation the marketer must focus promotion to: 1) effectively reach customers, and 2) tell the market who they are and what they have to offer.

Create Interest Moving a customer from awareness of a product to making a purchase can present a significant challenge. As we saw with our discussion of consumer and business buying behavior, customers must first recognize they have a need before they actively start to consider a purchase. The focus on creating messages that convince customers that a need exists has been the hallmark of marketing for a long time with promotional appeals targeted at basic human characteristics such as emotions, fears, sex, and humor. Provide Information Some promotion is designed to assist customers in the search stage of the purchasing process. In some cases, such as when a product is so novel it creates a new category of product and has few competitors, the information is simply intended to explain what the product is and may not mention any competitors. In other situations, where the product competes in an existing market, informational promotion may be used to help with a product positioning strategy. As we discuss in the Targeting Markets tutorial, marketers may use promotional means, including direct comparisons with competitors products, in an effort to get customers to mentally distinguish the marketers product from those of competitors. Stimulate Demand The right promotion can drive customers to make a purchase. In the case of products that a customer has not previously purchased or has not purchased in a long time, the promotional efforts may be directed at getting the customer to try the product. This is often seen on the Internet where software companies allow for free demonstrations or even

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free downloadable trials of their products. For products with an established customer-base, promotion can encourage customers to increase their purchasing by providing a reason to purchase products sooner or purchase in greater quantities than they normally do. For example, a pre-holiday newspaper advertisement may remind customers to stock up for the holiday by purchasing more than they typically purchase during non-holiday periods.

Reinforce the Brand Once a purchase is made, a marketer can use promotion to help build a strong relationship that can lead to the purchaser becoming a loyal customer. For instance, many retail stores now ask for a customers email address so that follow-up emails containing additional product information or even an incentive to purchase other products from the retailer can be sent in order to strengthen the customer-marketer relationship.

Promote the Product

Complement other promotional activities. Communicate information: core benefits, why to buy testimonials, Internet addresses and toll-free telephone numbers, for products like tools or software.

Display the product: attach to display hardware or stand upright as with gloves or cell phones.

Provide Additional Value and Differentiation

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To provide increased purchase justification. Dispense the product: ease of use or the size of recommended portions, as with spray paint, hair care products, etc.

Preserve the product: seal and reseal perishables. Examples are food products and cleaning supplies.

Offer consumer safety: warn of hazards due to improper use of dangerous substances (such as the information on cigarette packaging) or design considerations (such as not standing on the top step of a ladder).

Serve other uses: containers that can be used for other after-purchase purposes. Film canisters might carry a couple days vitamins or aspirin in a backpack. A current foldable bicycle ships and travels in a suitcase, which then converts into a trailer to be pulled behind the bike.

Retail products purchased on an impulsive basis depend heavily on packaging to communicate information and encourage a buy decision. Music CDs, perfume, and software are examples of this. An increasing number of products are purchased without the assistance from a store employee, magnifying the opportunity and impact of the package. Well-designed packages offer a promotional tool and convenience value to the user. This can result in another form of product differentiation. Packaging can offer after-purchase value to store the product, or be used for other uses. Razors that are packaged in travel cases are an example of this. The packaging and labeling of the products was poor as the packing and labeling was very dull and the quality of labeling paper was also not up to the mark. This

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results into low confidence of consumers in the My Discount Card products. As we know WE BUY WHAT WE SEE

So My Discount Card was provided with better labels and packing designed by which had made their products more appealing and more purchasable in comparison to their close competitors . And now the products are looking more worthy.

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MARKETING AND STRATEGY.

Marketing strategy has its roots in the basic concepts of marketing and strategy. Marketing strategy was probably used the first time that two humans engaged in trade, i.e., an "arm's-length" transaction. Certainly, early civilizations, such as the Babylonians, the Chinese, the Egyptians, the Greeks, the Romans, and the Venetians, had developed marketing strategies for their trading activities. They probably discussed appropriate strategies for given situations, and even taught these strategies to friends, family members, and subordinates. The actual function of marketing, i.e., the distribution function, was performed whenever exchange occurred. BUSINESS STRATEGY.

Business strategy is usually discussed and developed in the context of competition. It is associated with a struggle for scarce resources. The aim of the "aggressor" organization is to improve its position vis--vis "competitors." The competitors, i.e., "defenders," can be other organizations, suppliers, distributors, or customers. The competition is the enemy. Words such as "campaign," "attack," "battle," and "defeat" are frequently used. There is an "I win, you lose"sometimes called a "zero-sum game"mentality. This, of course, is also the operating framework for individuals, families, groups, countries, and alliances when formulating political or military strategy. Hence, business and marketing strategy is frequently associated with political and military strategy.

THE NATURE OF MARKETING STRATEGY

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DECISION MAKING. Marketing strategy is the result of decision making by corporate executives, marketing managers, and other decision makers. In general, the formal organizational titles or jobs of decision makers, or the nature or purpose of the organization, are irrelevant to the formulation of marketing strategy. When the decisions concern products or markets, the resultsi.e., the decisionsare all considered marketing strategy. NARROW PERSPECTIVE. In a narrow sense, marketing strategy is a specified set of ways developed by marketers to achieve desired market ends. E. Jerome McCarthy and William D. Perreault Jr., authors of Basic Marketing, stated that a marketing strategy defines a target market as well as an appropriate marketing mix and an overview of what a company will exploit a given market. In a marketing planning context, where marketing strategy tends to be developed, McCarthy and Perreault indicated that marketing strategy planning means finding attractive opportunities and planning ways to capitalize on such opportunities. BROAD PERSPECTIVE. In a broad sense, marketing strategy is composed of objectives, strategies, and tactics. Objectives are ends sought. Strategies are means to attain ends, and tactics are specific actionsi.e., implementation acts. A marketing objective of increasing market share is linked to the marketing strategy of altering the product line in order to reach new market segments and to the marketing tactic of introducing a new brand name and various promotions for a targeted portion of the market.
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STRATEGY LEVELS. Marketing strategy is developed at different levels of an organization (the hierarchical dimension), across core marketing functions (the horizontal dimension), and for marketing execution and control functions (the implementation dimension). Strategy is usually developed in a hierarchical fashion from top to bottom; for example, there could be several layers of objectives where each objective is a function of a superstructure of superior objectives, and a determinant of subordinate objectives (except for the highest and lowest levels of objectives). Higher-level decisionsthe superstructureact as constraints on the one hand, and guides or aids for decision making on the other. The organization levels could include the overall corporate level, strategic business units, product markets, target markets, and marketing units, depending on the complexity of the organization. MARKETING MIX STRATEGY. Strategy is also developed across the core functional areas of marketing: product, price, place/distribution, and promotion strategies. Any functional level of marketing, in turn, can have additional levels of marketing strategy decisions where refinement of the strategy might take place. For example, in the advertising component of the promotion function, the organization might develop marketing strategy consisting of advertising objectives, advertising strategies, advertising themes, advertising copy, and media schedules. In addition, because of the growing customer emphasis of marketing, marketers have added new customer-oriented components to the marketing mix: customer sensitivity, customer convenience, and service.

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MARKETING STRATEGY PROCESS Marketing strategy is produced by the following basic decision process: (1) defining the marketing problem (or opportunity); (2) gathering the facts relevant to the problem (this includes defining the appropriate sources of useful facts or information); (3) analyzing the facts (perhaps with the aid of decision models and computer software); (4) determining the alternatives or choices to solve the problem; and (5) selecting an alternativei.e., making the decision. DETERMINANTS. Marketing strategy is determined by internal and external uncontrollable environmental forces. The internal environment (the environment within the organization) includes previous and higher-level strategies as well as resources (such as products, processes, patents, trademarks, trademark personnel, and capital). An example of an internal environmental influence on marketing strategy is when a previous strategic decision (such as the choice of a product market for a strategic business unit of an organization) affects current marketing decisions (such as market segmentation and target market selection). Likewise, an organization's financial strength (such as current cash flow) influences its formulation of marketing strategies (such as target market selection, positioning choices, and marketing mix decisions). The external environment has domestic and global dimensions. The domestic dimension contains home country environments (such as a country's cultural environment). The global dimension consists of international forces (such as global
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demand and competition) affecting home country environments. The external environment includes the immediate task environment as well as legal and political environments, economic environments, infrastructures, cultural and social

environments, and technological environments. An example of an external environmental influence on marketing strategy is when advertising strategy development is affected by such variables as customer media habits and governmental regulations. TOOLS AND TECHNOLOGY. Marketing strategy can be developed with the aid of such tools as marketing concepts, marketing models, and computers. A marketer uses these tools to facilitate decision making. The computer-based method of marketing strategy generation, for example, is usually a quantitative approach starting with marketing theory and ending with the processing of data through a specialized computer program that analyzes variables and relationships. The computer-based method begins with a segment of marketing theory. Marketing theory can be broken down into concepts and subconcepts. A concept is a set of related ideas or variables. For example, the product life cycle is a major concept in marketing. It describes market response (in terms of sales or revenues) to a product over the product's commercial life. It depicts four life stages of the product, namely: introduction (or commercialization), growth, maturity, and decline. Each stage of the product life cycle corresponds to the degree of competition it faces and the maturation of the market. Marketing strategy changes over the life of the product. In general, there is an appropriate set of marketing strategies or alternatives for each phase of the product life cycle. Market response,
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stages of the product life cycle, and other ideas constituting the concept are all variables that can assume different values and represent different relationships across the variable set. A marketing model articulates and quantifies the variables and variable relationships of a marketing concept. The marketing model also has inputs, processes, and outputs, which allow marketers to determine the effects of their strategies and decisions on both consumers and competitors. Prepackaged marketing and spreadsheet software can facilitate the production of marketing models. A marketer needs only to change the values of the variables based on the facts that have been gathered in the situation analysis in order to use the output to arrive at a decision. When necessary, the decision maker can add or delete variables and change the functional relationships of the marketing model. Of course, it is also quite easy to assume different situational facts and consider the net impacts on the marketing strategy, or the results of implementing the marketing strategy. Thus, it is relatively easy, using computer software, to develop a marketing strategy and to perform sensitivity (degree of impact of changes) and contingency analyses (alternative scenarios)

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DATA ANALYSIS AND INTERPRETAITON

1. Had you ever heard about My discount Card ? (A) Yes (B) No

60 50 40 30 20 10 0 Yes No

Interpretation:- 55 % People Heard About The My Discount Card And 45 % Are Not Aware

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2. Do you use My discount Card ? (A) Yes (B) No

60 50 40 30 20 10 0 Yes No

Interpretation:-60 % People use My discount Card and rest of use other Card

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3. Use of My Discount Card Gives Benefit to the consumer? (A) Yes 55 (B) No 45

60 50 40 30 20 10 0 yes no

Interpretation:- 55% people says that it gaves benefit to consumer and rest of are not aware

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4. Stores where consumer use My discount card is Easily Available ? (A)Yes 60 (B) No 40

60 50 40 30 20 10 0 yes No

Interpretation:-It is not easily available at our retailer shop

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5. Do you trust Retails Recommendation? (A)Yes (B) No

60 50 40 30 20 10 0 yes no

Interpretation:-IF Retailer Suggest customer to buy a particular product They will go for that product easily

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CONCLUSION
WHAT MY DISCOUNT CARD WERE AT STARTING Initially My Discount Card is just acting as manufacturing unit they are not at all concerned about their marketing and distribution. Slowly slowly they are trying to increase their sales by PUSH STRATEGY so, they start giving the high margins to distributors and retailers keeping in mind that retailers recommendation has great influence on consumers buying decision and retailer can sell what he want to sell.

WHERE THEY HAVE REACHED NOW Now they are educated about the importance and scope of marketing as well as communicating and providing the value to the end consumer. So they are also applying the marketing (promotional) strategy provided by My Discount Card and because of these promotional strategy people also knowing .. And they are also trying to change their pricing policy so they can also raise funds for promotional strategy.

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BIBLIOGRAPHY
Books Referred
1. Anjuman Gayakward : My Discount Card . 2. Philip Kotler

Website Referred

1. http://www.referenceforbusiness.com/encyclopedia/Man-Mix/MarketingStrategy.html 2. http://www.udel.edu/alex/market/key5.html 3. http://en.wikipedia.org/wiki/Segmenting_and_positioning 4. http://articles.mplans.com/packaging-and-labeling-yourproducts/#ixzz1SAzhR94G 5. www.google.com

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QUESTIONNAIRE Que 1 Yes Had you ever heard about My discount Card ? (B) No

Que 2

Do you use My discount Card ? (B) No

(B) Yes

Que 3

Use of My Discount Card Gives Benefit to the

consumer? (B) Yes Que 4 (B) No

Stores where consumer use My discount card is

Easily Available ? (A)Yes (B) No

Que 5

Do you trust Retails Recommendation? (A)Yes (B) No

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