EXECUTIVE SUMMARY

The success and failure of the organization largely depends on the human or
employees working in the organization. So recruitment and selection both are very
important and they are concerned with obtaining, organizing, and motivating the
human resources required by the enterprise.
Research was carried out to understand the practices of recruitment and
selection followed by Alcon Cables ltd, Rajpura. To understand the formulation of
recruitment and selection policies in the company and to give the suggestions for
improvement in recruitment and selection procedures currently followed by the
company.
Through this report I was also able to understand, recruitment is sometimes
confused with employment. The two are not one and the same. Recruitment is just
one step in the process of employment. Similarly recruitment and selection are also
different in nature. The function of recruitment precedes the selection process.
Recru

Products / Services :
ALUMINUM CONDUCTOR XLPE INSULATED , PVC INSULATED
ARMOUREDANDUNAROMOUREDCABLE.

COPPER CONDUCTOR XLPE INSULATED, PVC INSULATED ARMOURED

AND UNARMOURED CBALE.

COPPER FLEXIBLE CABLE.

COPPER FLAT CABLE

Company Profile :
We are manufacture of LT power and control cable and flexible cable

Establishment Year:
Firm Type:

1959
Partnership

Nature of
2

Products & services

>> Other products and services
Twine, cordage, ropes and cables
Twine, man-made fibre
Cords, natural fibre
Cords, man-made fibre
Cords, silk and cotton waste
Cords, paper
Cords, braided
Cords, impregnated
Cords, endless
Cords, plastic or latex coated
Cables, cords and ropes, plaited bands and stranded wire slings, metal
Cables, stainless steel wire
Cables, galvanised steel wire
Cables, iron and steel, mixed cables
Cables, mixed, metal-textile fibres
Cables, multi-wire, 4 to 16 strands, non-ferrous metals
Cables, metal, covered
Cables, metal, braided
3

Power line cable and wire fittings

Terminals, power line cable and wire
Connectors, power line cable and wire
Clamps, power line cable and wire
Cable clips and wiring clips, electric
Cable cleats and saddles, electric
Brackets, power line cable and wire
Cable glands
Cable glands for hazardous areas
Junction boxes
Junction boxes, watertight
Junction boxes, earth-cable, fused
Power line vibration dampers and spacer dampers
Cable tensioners and cable laying equipment, electric
Cable support systems
Cable suspenders, electric
Cable racks, electric
Cable trays, electric
Cable thimbles and sockets, electric
Cable end sleeves, electric
Cable joint accessories, underground distribution
4

Electric wires and cables, insulated

Wire, mineral fibre covered, electric
Wire, ceramic covered, electric
Wire, textile covered, electric
Wires and cables for telecommunications and electronics
Cables, coaxial
Cables, coaxial, microwave
Cables, miniature, electric
Local area network (LAN) equipment NES
Local area network (LAN) systems, complete
Local networks, optical fibre cable
Local networks, coaxial cable
Computer cable assemblies and connectors
Computer data cable assemblies, pre-assembled
Computer serial cable assemblies
Computer parallel cable assemblies

Contact Information :
Web-site:

Visit

Contact

Website

Person:

B.K.SAGGI

Designation:

PARTNER

Phones

(Office)

Phones (Resi.)

1762329943

329943

Mobile:

9316603066

Fax:

1762232687

Address:

27-A,
RAJPUA

FOCAL

POINT,
-

RAJPURA
140401

(Punjab) India

Vision And Mission

The company aims at successfully meeting the varied needs of the Indian
consumers. The Company has continuously Endeavored to bring new products to
the Indian Consumer the Company stayed close to its roots nature and it has been a
platform for its success for several years.
Mission Statement
The mission statement of Alcon Cables ltd. Rajpura is To produce and sell
goods and service to achieve the highest return on sales in the Industry to total
satisfaction of customers , employees and Share holders in that order.
Quality
Rajpura Branch of Alcon Cables ltd has a good Quality control system
together with Research and Development which is comparable to its best in the
Industry. It is to the Credit of its good Quality Control system and efficient R and
D Department, thatAlcon Cables Ltd, Rajpura has been honoured and
awarded .THE AMERICAN

INTERNATIONAL QUALITY CERTIFICATE

AND GOLD MEDAL.

Working Hours
Following are the shift timing , Which many be changed at the sole
discretion of the management .
General Shift
A SHIFT
B SHIFT
C SHIFT

09:00AM
08:00AM
04:00AM
12:00 AM

05:00PM
04:00PM
12:00PM
08:00AM

Introduction

A marketing strategy is a process that can allow an organization to concentrate its

(always limited) resources on the greatest opportunities to increase sales and
achieve a sustainable competitive advantage. Marketing strategy as a key part of
the general corporate strategy marketing strategy is most effective when it is an
integral component of corporate strategy, defining how the organization will
engage customers, prospects and competitors in the market arena for success. It is
partially derived from broader corporate strategies, corporate missions, and
corporate goals. They should flow from the firm's mission statement. They are also
influenced by a range of micro environmental factors. Marketing strategy and
sectarian tactics and actions a marketing strategy also serves as the foundation of a
marketing plan. A marketing plan contains a set of specific actions required to
successfully implement a marketing strategy. For example: "use a low cost product
to attract consumers. Once our organization, via our low cost product, has
established a relationship with consumers, our organization will sell additional,
higher-margin products and services that enhance the consumer's interaction with
the low-cost product or service." a strategy consists of well thought out series of
tactics. While it is possible to write a tactical marketing plan without a sound, wellconsidered strategy, it is not recommended. Without a sound marketing strategy, a
marketing plan has no foundation. Marketing strategies serve as the fundamental
underpinning of

Marketing plans designed to fill market needs and reach marketing objectives. It is
important that these objectives have measurable results.
A good marketing strategy should integrate an organization's marketing goals,
policies, and action sequences (tactics) into a cohesive whole. Many companies
cascade a strategy throughout an organization, by creating strategy tactics that

Then become strategy goals for the next level or group. Each group is expected to
take that strategy goal and develop a set of tactics to achieve that goal. This is why
it is important to make each strategy goal measurable. Marketing strategies are
dynamic and interactive. They are partially planned and partially unplanned. See
strategy dynamics.

10

Types Of Marketing Strategies

Every marketing strategy is unique, but if we abstract from the individualizing
details, each can be reduced into a generic marketing strategy. There are a number
of ways of categorizing these generic strategies. A brief description of the most
common categorizing schemes is presented below:
Strategies based on market dominance - in this scheme, firms are classified
based on their market share or dominance of an industry. Typically there are three
types of market dominance strategies:

leader

challenger

follower

Porter generic strategies - strategy on the dimensions of strategic scope and

strategic strength. Strategic scope refers to the market penetration while strategic
strength refers to the firms sustainable competitive advantage.

cost

product

market segmentation

leadership
difrantitation

11

Innovation strategies - this deals with the firm's rate of the new product
development and business model innovation. It asks whether the company is on the
cutting edge of technology and business innovation. There are three types:

pioneers

close

late followers

followers

Growth strategies - in this scheme we ask the question, how should the firm
grow?. There are a number of different ways of answering that question, but the
most common gives four answers:

horizontal

integration

vertical

integration

diversification

Marketing Techniques used by Alcon Cable

For your convenience, I've compiled a list of marketing strategies, methods and
practices to help you brainstorm the right ones for your small business marketing
plan.
this list to help you brainstorm which marketing methods and strategies are right
for you. It is not exhaustive. For each category and sub-category listed, there are
12

many more that are not. In fact, when you notice "something missing," that may
well indicate a fruitful direction for you to explore.
it and handing out balloons and business cards!
Any one of these marketing methods and practices could be a means for
promulgating your Rule
of Threes messages or a primary strategy for your marketing plan. Choose the
ones that fit your style, your offer, and your budget. Start with just a few, refine
and repeat until they are effortless, then add new techniques as your business
grows.
Networking
A simple guide to marketing, strategic business planning, advertising and
promotion and sales lead generation, for small UK businesses especially. With tips
and techniques for advertising and PR, for non-marketing managers, and for
marketing and advertising professionals too; this is marketing and advertising
made simple. Also some easy tips on website design, internet advertising and
marketing.
While much of this marketing theory page was written a while ago generally the
principles apply just the same, if fact many of these basic pointers are good

13

reminders of some of the simple things that are easy to overlook in these modern
distracting times.

Incidentally, where references are made to the UK there will commonly be

equivalent methods and processes and suppliers that are applicable in other
countries.N.B. Spelling: mainly for search reasons, UK-English and US-English
spellings of organisation/organization are used on this page. Aside from this, the
preferred UK-English spellings are generally used. Change the spellings for your
own situation if using these materials in teaching and training notes.
A fundamental aspect of modern marketing
First, here's something that is fast becoming the most fundamental aspects of
marketing to get right, especially if you want to build a truly sustainable high
quality organisation (of any size) in the modern age:
Ensure the ethics and philosophy of your organisation are good and sound. This
might seem a bit tangential to marketing and business, and rather difficult to
measure, nevertheless...
Price is no longer the king, if it ever was. Value no longer rules, if ever it did.
Quality of service and product is not the deciding factor.
Today what truly matters is ethical and philosophical quality - from the bottom to
the top - in every respect - across every dimension of the organisation.

14

Modern consumers, business buyers, staff and suppliers too, are today more
interested than ever before in corporate integrity, which is defined by the
organisation's ethics and philosophy.
Good sound ethics and philosophy enable and encourage people to make 'right and
good' decisions, and to do right and good things. It's about humanity and morality;
care and compassion; being good and fair.
Profit is okay, but not greed; reward is fine, but not avarice; trade is obviously
essential, but exploitation is not.
Psychological Contract theory is helpful towards understanding and developing
fair balanced philosophy, especially in meeting the complex needs of staff,
customers and the organization.
People naturally identify and align with these philosophical values. The best staff,
suppliers, and customers naturally gravitate towards organisations with strong
philosophical qualities.Putting a good clear ethical philosophy in place, and
communicating it wide and far lets people know that your organisation always
strives to do the the right thing. It's powerful because it appeals to people's deepest
feelings. Corporate integrity, based on right and good ethical philosophy,
transcends all else.
And so, strong ethics and good philosophy are the fundamentals on which all good
organisations and businesses are now built.

15

People might not ask or talk about this much: the terminology is after all not
fashionable 'marketing-speak', nor does it correlate obviously to financial
performance, but be assured; everyone is becoming more aware of the deeper
responsibilities of corporations and businesses in relation to humanity, and
morality, the natural world, the weak and the poor, and the future of the planet.
Witness the antagonism growing towards certain multi-nationals. People don't rail
against successful corporations - they rail against corporations which put profit
ahead of people; growth ahead of of society and communities; technology and
production ahead of the natural world; market domination ahead of compassion for
humankind. None of this is right and good, and these organisations are on
borrowed time.
People increasingly prefer to buy from, deal with, and work for, ethical, rightminded organisations. And whether an organisation is ethical and right-minded is
becoming increasingly transparent for all to see.
Aside from which - when you get your philosophy right, everything else naturally
anchors to it. Strategies, processes, attitudes, relationships, trading arrangements,
all sorts of difficult decisions - even directors salaries and share options dare we
suggest.
And it need not be complicated. The ultimate corporate reference point is: "Is it
right and good?... How does this (idea, initiative, decision, etc) stack up against our
ethical philosophy?"
16

Organisations are complex things, and they become more and more complicated
every day. A good ethical philosophy provides everyone with a natural, reliable
reference point, for the tiniest detail up to the biggest strategic decision.So as you
start to write your marketing plan, be it for a new start-up, a huge corporation, or a
little department within one, make sure you put a 'right and good' ethical
philosophy in place before you do anything else, and watch everything grow from
there.
marketing index
marketing planning process - how marketing fits into overall business planning and marketing/business planning hierarchy
marketing is more than selling and advertising - other issues to considerbranding,
advertising and promotion - simple and important guidelinestypes of advertising
media - different methods and their uses.direct marketing, advertising, and the law
- notably the UK Data Protection Act and Preference Services for telemarketing,
fax, mail, etc.tricks of the trade - secrets of effective printed advertising and
maximum response.PR - make the most of public relations - use press releases for
free advertising and publicity.newsletters - for staff and customers.website and
internet marketing tips - simple tips for internet websites and online
marketing.surveys and questionnaires - process for designing and organizing
employee

surveys

and

customer

surveystraining/information

event

new

17

business/enquiry generation method - a proven effective process for gaining new

busines
business planning - includes free strategic planning templates, samples and
examples

sales and selling - methods, processes, theory, techniques - help for developing
selling propositions and sales strategies

business networking - how to - tips, methods, ideas

marketing and business planning - and fundamental organisational philosophy,
purpose, values, and ethicsa modern planning framework for a business or
organizationFirst it's helpful to revisit, check or define the foundations of your
business or organisation. What are your fundamental aims and values? What is
your ultimate purpose?Is your underpinning philosophy congruent (consistent)
with your plann

Strategic models
Marketing participants often employ strategic models and tools to analyze
marketing decisions. When beginning a strategic analysis, the 3Cs can be
employed to get a broad understanding of the strategic environment. An Ansoff
Matrix is also often used to convey an organization's strategic positioning of their
18

marketing mix. The 4Ps can then be utilized to form a marketing plan to pursue a
defined strategy.
There are many companies especially those in the Consumer Package Goods
(CPG) market that adopt the theory of running their business centered around
Consumer, Shopper & Retailer needs. Their Marketing departments spend quality
time looking for "Growth Opportunities" in their categories by identifying relevant
insights (both mindsets and behaviors) on their target Consumers, Shoppers and
retail partners. These Growth Opportunities emerge from changes in market trends,
segment dynamics changing and also internal brand or operational business
challenges. The Marketing team can then prioritize these Growth Opportunities
and begin to develop strategies to exploit the opportunities that could include new
or adapted products, services as well as changes to the 7Ps.

19

Marketing planning
Market information should include anything you need to know in order to
formulate strategy and make business decisions. Information is available in the
form of statistical economic and demographic data from libraries, research
companies and professional associations (the Institute of Directors is excellent if
you are a member). This is called secondary research and will require some
interpretation or manipulation for your own purposes. Additionally you can carry
out your own research through customer feed-back, surveys, questionnaires and
focus groups (obtaining indicators to wider views through discussion among a few
representative people in a controlled situation). This is called primary research, and
is tailored to your precise needs. It requires less manipulation, but all types of
research need careful analysis. Be careful when extrapolating or projecting. If the
starting point is inaccurate the resulting analysis will not be reliable. The main
elements you typically need to understand and quantify are:
customer profile and mix
product mix
demographic issues and trends
future regulatory and legal effects
prices and values, and customer perceptions in these areas
competitor activities
competitor strengths and weaknesses
20

Primary research is recommended for local and niche services. Keep the subjects
simple and the range narrow. Formulate questions that give clear yes or no
indicators (ie avoid three and five options in multi-choices) always understand how
you will analyse and measure the data produced. Try to convert data to numerical
format and manipulate on a spreadsheet. Use focus groups for more detailed work.
Establish your corporate aims.
Business strategy is partly dictated by what makes good business sense, and partly
by the subjective, personal wishes of the owners. There is no point in developing
and implementing a magnificent business growth plan if the owners wish the
business to maintain its current scale.
State your business objectives - short, medium and long term.
Mindful of the trading environment (external factors) and the corporate aims
(internal factors), there should be stated the business's objectives. What is the
business aiming to do over the next one, three and five years? These objectives
must be quantified and prioritised wherever possible.

Define your 'Mission Statement'.

All the best businesses have a 'mission statement'. It announces clearly and
succinctly to your staff, shareholders and customers what you are in business to do.
Your mission statement may build upon a general 'service charter' relevant to your
21

industry. The act of producing and announcing the Mission Statement is an

excellent process for focusing attention on the business's priorities, and particularly
the emphasis on customer service. If your business is modern and good you will be
able also to reference your organisational 'Philosophy' and set of organisational
'Values', both of which are really helpful in providing fundamental referencing or
'anchoring' points, by which to clarify aspects of what the organisation or business
unit aims to do, what its purpose is, and how the organisation behaves and
conducts itself.\kit
Define your 'Product/Service Offer(s)'.
You must define clearly what you are providing to your customers in terms of
individual products, or more appropriately, services. You should have one for each
main area of business activity, or sector that you serve. Under normal
circumstances competitive advantage is increased the more you can offer things
your competitors cannot. Develop your service offer to emphasise your strengths,
which should normally relate to your business objectives, in turn being influenced
by corporate aims and market research. The tricky bit is translating your view of
these services into an offer that means something to your customer. The definition
of your service offer must make sense to your customer in terms that are
advantageous and beneficial to the customer, not what is technically good, or
scientifically sound. Think about what your service, and the manner by which you
deliver it, means to your customer. In the selling profession, this perspective is
22

referred to as translating features into benefits. The easiest way to translate a

feature into a benefit is to add the prompt 'which means that...'. For example, if a
strong feature of a business is that it has 24-hour opening , this feature would
translate into something

Real-life marketing
Real-life marketing primarily revolves around the application of a great deal of
common-sense; dealing with a limited number of factors, in an environment of
imperfect information and limited resources complicated by uncertainty and tight
timescales. Use of classical marketing techniques, in these circumstances, is
inevitably partial and uneven.
Thus, for example, many new products will emerge from irrational processes and
the rational development process may be used (if at all) to screen out the worst
non-runners. The design of the advertising, and the packaging, will be the output of
the creative minds employed; which management will then screen, often by 'gutreaction', to ensure that it is reasonable.
For most of their time, marketing managers use intuition and experience to analyze
and handle the complex, and unique, situations being faced; without easy reference
to theory. This will often be 'flying by the seat of the pants', or 'gut-reaction'; where
the overall strategy, coupled with the knowledge of the customer which has been
absorbed almost by a process of osmosis, will determine the quality of the
23

marketing employed. This, almost instinctive management, is what is sometimes

called 'coarse marketing'; to distinguish it from the refined, aesthetically pleasing,
form favored by the theorists.

4 great marketing strategies

But then, "rural" means different things to different people: from 500,000 people
for consumer durables, to less than 50,000 for fast-moving consumer goods.
Still, it is heartening to note the increasing awareness of the importance of rural
markets - or, at least, of companies wanting to move beyond urban boundaries.
According to estimates by the Rural Marketing Agencies Association of India, the
total budget for rural marketing is only about Rs 500 crore (Rs 5 billion), compared
to the over Rs 13,000 crore (Rs 130 billion) allotted to mass media.
This is grossly inadequate to cover the huge potential for different products in rural
markets. Of course, clients' reluctance to spend big money for bigger results in
rural markets is because there are no standard performance yardsticks for judging
the efficacy of the rural marketing efforts.
The TRPs and NRS/IRS data help you determine the efficacy of TV and press
marketing. But there is no study to tell you what is the ideal cost per contact or
what is the ideal number of eyeballs or footfalls for different rural activities.
24

But only consider the huge successes of some regional brands, especially in the
FMCG sector, which are giving the multinationals a run for their money.
Companies like Cavin Kare (Chik Shampoo, Meera Herbal Powder, Fairever
Cream and so on), Anchor (100 per cent vegetarian toothpaste), Ghadi detergent
powder and Power soap are proof that regional brands can become brands to
reckon with. And don't forget Nirma, the most enduring example of a brand that
began as a regional player and is now a giant.
What did these products do that was so different? Most of them identified a
segment that was vacant in terms of product and area of operation. They all started
in small, concentrated markets, appealing to the local ethos and aspirations of the
targeted area.
Their communication, be it a simple radio spot or a wall painting or a theatre film,
touched a chord in the target audience. And, most importantly, their policies were
flexible and they could adopt to fast changing marketing situations. What should
companies do to step up their payback from rural marketing efforts? Here are some
steps that should help.

25

People power
Total commitment from top leadership, keeping in mind that rural marketing is a
long-term relationship, is imperative - the successes of Hindustan Lever and ITC
are proof of this statement. But even more important is the need for a dedicated
task force.
Rural marketing efforts need special mindsets, which many of the urban-oriented
management graduates who are at the helm of affairs at most organizations do not
possess.
A separate marketing and sales vertical headed by people with passion and
commitment to rural marketing and supported by a field team that can face the
rough and tough of the vast country-side with courage and conviction is a must.
The best bet is to recruit students from specialised institutes such as the Indian
Institute of Rural Management, or at least, management graduates who have
studied the subject as an elective.
Many of these are students from small towns, people with fire in their bellies who
want to prove themselves in big companies and have no issues about working in
smaller markets. Pay them well - remember, you pay peanuts, you get only
monkeys - and discuss the path their careers are likely to take in the organisation.
And send them out in the field only after thorough training.

26

Ensure the consistency of the team involved in any project, until the completion of
a specific task. Recently, we were involved with two big clients. In both cases, the
teams that briefed us in the initial stages and participated enthusiastically in the
campaign, were shifted out midway, in keeping with their companies' policy of
shifting and promoting people.
The teams that succeeded felt no ownership of the campaigns they had not
initiated. What started as a great rural marketing initiative has been relegated to the
dustbin... the fate of many rural marketing initiatives in the country.
Goals are good
Early on in the campaign, define your objective: is it a tactical effort to achieve
increased sales in specific areas during a specific time, or do you want to build a
strong equity for your brand in rural India?
Our experience with FMCG companies is that they are more interested in the first
choice. Most of them have previously appointed vendors who implement the
company's ideas blindly, be they van campaigns or below-the-line activities.
There is very little effort to tailor whatever communication is made in such efforts,
to suit the local audience or fit it with the overall campaign efforts in the mass
media.
This invariably leads to less than satisfactory results in terms of awareness of the
brands and long-term impact of the efforts in the targeted markets. If you are
27

interested in the second alternative, a comprehensive brand building strategy in

rural India, with both short term and long term goals, is a must.
Know your customers
A good place to begin is studying the mindset of your customers, so you can create
a customised plan of action. All too often, clients insist their knowledge of their
customers (based on studies of urban India) is enough on which to base an action
plan. Our experience shows that the attitudes, aspirations and fears of rural
customers, with regard to products and brands, is very different from their urban
counterparts.
Research can give you invaluable ideas for new product development as well as
new methods of reaching your target audience. The refrigerator with standby
power for 12 hours, pressure cookers with two handles and a radio with keywinding mechanism are all the result of research.
More and more companies turn to the local haats to sell their products.
While haats offer opportunities to target consumers from several villages at one
place, and to that extent make your effort cost-effective, ensure that the people who
patronise these haats are the kind who will buy your brand.
For instance, we recently conducted a survey among some haats in Tamil Nadu,
with some interesting results. The haatswere popular with the poorest agricultural
labourers who consciously buy the duplicate, spurious products that are sold in
28

these bazaars, since they can't afford the real thing. It is estimated that FMCG
companies lo

Marketing Means
The starting point for the advertising plan is the setting of objectives. The
statement of objectives would follow the same format as the overall
marketing objective. It would include what to communicate to whom and
with what results. Should the advertising generate sales, produce leads, or
enhance an image? To whom must the message be communicated to
make that happen? What will be the result of this communication? $X
revenue?
Product Development Stages
The new-product planning process involves a series of steps from idea
generation to commercialization. Idea generation is a continuous,
systematic search for new product opportunities.It involves delineating
sources of new ideas and methods for generating them.
Pricing Strategy
A marketer should understand the relationship between price and
consumer purchases and perceptions. This relationship is explained by
two economic principles : the law of demand and price elasticity of
demand and market segmentation.

29

Adoption Process of New Products

The growth rate and total sales level of new products rely heavily on two
related consumer behavior concepts: the adoption process and the
diffusion process. The adoption process is the mental and behavioral
procedure an individual consumer goes through when learning about and
purchasing a new product.
Steps in Developing the Promotion Mix
Because there are four distinct promotion mix components (advertising,
personal selling, promotion, and publicity or public relations), each with
its own unique strengths and weaknesses, developing an effective
promotion mix is difficult. To facilitate this task, most companies follow
a five-step decision process, which is discussed below.
Three Levels of Marketing Performance
The boldest level of marketing occurs when a company introduces a
product or service that nobody asked for and often could not even
conceive of. No one in the 1950s asked for a Sony Walkman, a Sony
Betamax, or a Sony 31/2-inch disc. Yet Sony, under its brilliant founder
and chairman, Akio Morita, introduced those and many other new
products that since have become everyday staples.
Creating Great Marketing Plan
A marketing plan, like a business plan, is unique to the company it serves.
There are few hard and fast rules that guide its creation and
implementation. A marketing plan needs to be as flexible as its market
30

allows and as firm as is required to accomplish its goals. Despite all that,
there are a few key components critical to the successful development
and application of such a plan.
Exploratory Marketing Research
Exploratory research can be effectively used to develop insights and
understanding about a marketing problem or issue. While exploratory
research is applicable in numerous situations, it is extremely useful for
understanding a problem, screening alternative solutions, and discovering
new ideas. We will discuss these three applications in this section.
Types of Marketing Research Applications
Marketing research is the gathering, recording, and analyzing of data that
relates to a specific problem in marketing products or services. While this
definition implies a systematic approach to marketing, marketing research
is often performed as a reaction to a problem that occurs. Marketing
research efforts, therefore, often are undertaken for specific projects that
have set beginning and ending points.
Experiential Marketing
The concept of experiential marketing comprises of five core elements :
sense, feel, think, act, and relate. SENSE marketing appeals to the senses
with the objective of creating sensory experiences through sight, sound,
touch, taste, and smell. SENSE marketing may be used to differentiate
companies and products, to motivate customers, and to add value to
products.
31

Advertising Variables
There are some variables or factors that need to be considered when
creating an advertising. These factors are waste, reach, frequency,
message permanence, persuasive impact and clutter. Waste is the portion
of an audience that is not in a firm's target market. Because media appeal
to mass audiences, waste is a significant factor in advertising.
Types of Market Research Data
Another type of primary data of interest to marketers is the subject's
psychological and life-style characteristics in the form of personality
traits, activities, interests, and values. Personality refers to the normal
patterns of behavior exhibited by an individual. It represents the
attributes, traits, and mannerisms that distinguish one individual from
another.
Creating An Effective Advertising for Service Products
Experts agree that while some aspects of advertising are the same for
goods and services, the special characteristics of services require
additional strategies to make advertising of services most effective. These
include the following: 1) Present vivid information. Advertisers should
use information that creates a strong or clear impression on the senses and
produces a distinct mental picture. Using vivid information cues is
particularly desirable when services are highly intangible and complex.
Nine Winning Marketing Practices
Besides winning business practices, is there a set of winning marketing
32

practices? One frequently hears of one-liner formulas that promise

marketing success. Here are nine of the more prominent one-liners. First,
Win Through Higher Quality. Everyone agrees that poor quality is bad for
business. Customers who have been burned with bad quality won't return
and will bad-mouth the company. But what about winning through good
quality?
Key Factors in Developing New Products
An empirical research by Robert Cooper found three key factors that
distinguish winning projects from the losers. Factor 1: A High-Quality
New Product Process. Does your business have a superb new product
process or roadmap to guide and speed new products from idea through to
launch? The top performers do. Merely having a process does not make
the difference, however. It is the nature of that process, and whether it
possesses key success ingredients, that makes all the difference.
Principles of Managing New Product Development
A key task of managing new product development is linking it to an
organization's strategy. This linkage occurs through the typical situation
analysis that provide the basis for developing strategic options (for
example, assessing strengths, weaknesses, opportunities, and problems).
Such analysis begin with recognizing major global forces with pervasive
trends (such as economic systems, demographics, or technology) that lead
to complexity and rapid change, a major source of uncertainty.
Developing Product for Service Sectors
33

What are the keys to developing successful new services? The following
descriptions identify the critical success factors in day-to-day new service
development. These are the activities that occur within projects that
differentiate winning new services from losing ones.
Category System of Consumer Goods
There are three-category system of consumer goods : convenience,
shopping, and specialty goods.Convenience goods are those purchased
with a minimum of effort, because the buyer has knowledge of product
characteristics prior to shopping.

Research Methodology
the research problem. Research methodology constitutes of research methods,
selection criterion of research methods, used in context of research study and
explanation of using of a particular method or technique so that research results are
capable of being evaluated either by researcher himself or by others. Why a
research study has been undertaken, how the research problem has been
formulated, why data have been collected and what particular technique of
analyzing data has been used and a best of similar other question are usually
answered when we talk of research methodology concerning a research problem or
34

study. The main aim of research is to find out the truth which is hidden and which
has not been discovered as yet.
Area of study
The area of the study related with getting correct information of life insurance
policies of different peoples in the region of
Sample design
A sample design is a definite plan for obtaining a sample from a given population.
It refers to the techniques or the procedure the researcher would adopt in selecting
items for the sample. Sample design may as well be drawn from the population to
be included in the sample i.e. the size of the sample. Sample design is determined
before data are collected. During my study I have taken 20 insurance care
consultants as the size of sample.
Tools used
To know the response, i have used the questionnaire method. If one wish to find
what insurance care consultants think or know, the logical procedure is to ask
them. This has led marketing researchers to use the questionnaire technique for
collecting data more than any other method.
In this method questionnaire were distributed to the respondents and they were
asked to answer the questions in the questionnaire. The questionnaire were
35

structured non disguised questionnaire because the question which the

questionnaire contained, were arranged in a specific order besides every question
asked were logical for the study, no question can be termed as irrelevant.
The questionnaire was non-disguised because the questionnaire was constructed so
that the objective is clear to the respondent. The respondents were aware of the
objective. They knew why they were asked to fill the questionnaire.
With the help of following techniques, which are using by Alcon Cables i analysis
that the how techniques of sales prom
Data Collection
Primary Data Sources

Through Questionnaires Filled From The Insurance Care Consultant.

Secondary Data Sources:

Through

Internet,

Through

Journals & Magazine

Pamphlets

Various
And

Official

Sites

Brochures

Of
Of

The
The

Companies.
Companies.

36

37

Findings

Findings

This Sales Promotion Process Was Very Much Satisfying For Me Not
Only Practically And Academically But It Also Helped Me In Developing
My Communication Skill And Enriched My Knowledge Also.

I Have Come To Know About The Importance Of Marketing

Especially With Regard To Sales Promotion On The Most Renowned
38

Organization Like Alcon Cables. Especially Because Of Emergence Of

Many Competitor With Excellence In Services & Competitive Product. The
Base Of This Chapter Conclusion Is On The Data Analysis Or What We Say
Findings.

I Have Finding From The Insurance Care Consultants Of The Alcon

Cables. And Their Insurance Policies On My Topic.

When The Insurance Care Consultant Is Asked Why They Are

Dealing In This Particular Insurance Policies (Product) They Mostly
Stressed On Companys Image. They Also Said That All Income And Age
Group Of Customers Are Attracted Towards Their Product But Buyers Are
Mainly From Higher And Middle-Income Group.

Insurance Care Consultants Said That Their Sale Is Very Much

Increased In The Last Years Because Of An Excellent Performance Of The
Product. Insurance Care Consultants Said That The Customer Are Very
Much Satisfied After Getting Insurance Policies Because Of Its Features
Related With Risks Of Life And Also Because Of Quality Of Service
Provide By Their Company Is Very Good.

39

Data Analysis
40

&
Interpretation

Q. Which Technique Of Sales Promotion You Prefer?

Options
Display
Door To Door Demo
Exhibition
Catalogue
Price Off

Response
40%
14%
16%
20%
10%

41

Sales
Display
Door To Door Demo
Exhibition
Catalogue
Price Of

Interpretation:
According To The Study 40% Insurance Care Consultants Prefer Display
Technique,20% Insurance Care Consultants Prefer Catalogues, 16% To The
Exhibition, 14% To The Door To Door Demo And 10% Insurance Care
Consultants Prefer Price Off Technique.
Q. Which Technique Is Giving Good Response From Customers?

Options
Display
Door To Door Demo
Exhibition
Catalogue
Price Off

Response
18%
36%
18%
16%
12%

42

Display
Door To Door Demo
Exhibition
Catalogue
Price Of

Interpretation: According To The 46% Insurance Care Consultants, Catalogue

Technique Is Economically Beneficial. 22% To The Door-To-Door Demo And 12%
Insurance Care Consultants Prefer Price Off Technique.10% To The Exhibition &
Display Technique.
Q.Which Technique Requires Less Time In Sales Promotion?

Options
Display
Door To Door Demo
Exhibition
Catalogue
Price Off

Response
22%
38%
10%
16%
14%

43

Display
Door To Door Demo
Exhibition
Catalogue
Price Of

Interpretation:
According To The Study 38% Insurance Care Consultants Say Display Technique
Requires Less Time In Sales Promotion. 22% To The Display Technique, 16%
Insurance Care Consultants Vote To The Catalogues, 14% Insurance Care
Consultants Vote To The 10% To The Exhibition.
Q. Which Technique Is Easily Manageable?

Options
Display
Door To Door Demo
Exhibition
Catalogue
Price Off
Is Easily Manageable, 30% To The Door

Response
18%
30%
10%
34%
8%
To Door Demo,18% Insurance Care

Consultants Prefer Display Technique 10% To The Exhibition, And 8% Insurance

Care Consultants Say To The Price Off Technique.

44

Q.Which Technique Requires Less Knowledge To Execute?

Options
Display
Door To Door Demo
Exhibition
Catalogue
Price Off

Response
14%
12%
12%
22%
40%

Display
Door To Door Demo
Exhibition
Catalogue
Price Of

45

Interpretation:
According To The Study 40% Insurance Care Consultants Vote To The Price Off
Technique Is Require Less Knowledge To Execute.22% Insurance Care
Consultants Prefer Catalogues, 14% To The Display And 12% To The Exhibition &
Door To Door.
Q. Which Technique Requires More Knowledge To Execute?

Options
Display
Door To Door Demo
Exhibition
Catalogue
Price Off

Response
20%
42%
24%
10%
4%

Display
Door To Door Demo
Exhibition
Catalogue
Price Of

Interpretation:
46

According To The Study 42% Insurance Care Consultants Vote To The Door-ToDoor Technique That It Requires More Knowledge To Execute Than Others. 24%
To The Exhibition, 20% To The Display Technique, 10% Insurance Care
Q. Price Off Are Necessary For Sales Promotion?

Options
Ye s
No
Cant Say

Responses
46%
40%
14%

Ye s
No
Cant Say

Interpretation:
According To The Study 46% Insurance Care Consultants Say Yes That The Price
Off Are Necessary For Sales Promotion. 40% Say No And 14% Say Cant Say
47

Q.Do You Think That Sales Promotion Program That Is Presently

Undertaken By Alcon Cable Are Satisfactory?
Options
Ye s
No

Responses
34%
46%

Cant Say

20%

Ye s
No
Cant Say

Interpretation :
According To The Study 46% Insurance Care Consultants Say No That The Sales
Promotion Program That Is Presently Undertaken By Bajaj Allianz Are
Satisfactorily 36% Say Yes And 20% Say Cant Say.
48

Q. Should Alcon Cable Take Up New Sales Promotion Program?

Options
Ye s
No
Cant Say

Responses
72%
22%
6%

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Ye s

No

Cant Say

Interpretation :
According To The Study 72% Insurance Care Consultants Say Yes Installment
Offers Are 22% Say No And 6% Say Cant Say

49

Limitations

50

Limitations Of The Study

1. While designing the questionnaire it was kept in mind to gather more and more
information from each target person. For the neither present nor descriptive
questions could have served the purpose. Therefore the questionnaire contained in
the open-ended questions.
2. The study was conducted in Alcon Cables in bhopal city, which has 127 to 170
insurance care consultants only. The sample size was of 50 insurance care
consultants only so that accuracy of data so collected could be absurd covered by
circulation of questionnaire.
3. The accuracy of indications given by the respondents may not be consider adequate
as whether the language used in the questionnaire is understood by the respondent
cannot be taken for granted.
4. The study is based on the information gathered from the insurance care consultants.
Therefore in such case it is possible that the information supplied might be biased
because the insurance care consultant might have shown partiality towards their
insurance policies.
5. Since the survey was limited to 50 insurance care consultants it is rather difficult to
give a precise conclusion but i have tried to the best of my capability to give the
conclusion on a comprehensive manner.
51

52

Questionnaire
Name
: _____________________________________
Address
: _____________________________________
Q.1 To Which Technique Of Sales Promotion You Prefer?
A) Display
B) Door To Door Demonstration
C) Exhibition
D) Catalogue
E) Price-Off
Q.2 Which Technique Is Giving Good Response From Customers?
A) Display
B) Door To Door Demonstration
C) Exhibition
D) Catalogue
E) Price-Off
Q.3 Which Technique Is Economically Beneficial?
A) Display
B) Door To Door Demonstration
53

C) Exhibition
D) Catalogue
E) Price-Off
Q.4 Which Technique Requires Less Time In Sales Promotion?
A) Display
B) Door To Door Demonstration
C) Exhibition
D) Catalogue
E) Price-Off
Q.5 Which Technique Is Easily Manageable?
A) Display
B) Door To Door Demonstration
C) Exhibition
D) Catalogue
E) Price-Off
Q.6 Which Technique Requires Less Knowledge To Execute?
A) Display
B) Door To Door Demonstration
C) Exhibition
D) Catalogue
E) Price-Off
54

Q.7 Which Technique Requires More Knowledge To Execute?

A) Display
B) Door To Door Demonstration
C) Exhibition
D) Catalogue
E) Price-Off
Q.8 Price Off And Installment Offers Are Necessary For Sales Promotion?
A) Yes
B) No

55

C) Cant Say
Q.9 Do You Think That Sales Promotion Program That Is Presently Undertaken
By Alcon Cables. Are Satisfactory?
A) Yes
B) No
C) CQ.10 Should Alcon Cables. Take Up New Sales Promotion Program?
A) Yes
B) No
C) Cant Say

56

Conclusion

CONCLUSION
The company Alcon Cables is following the clearly stated recruitment and
selection policies. There is also proper coordination among the various
departments. Consultants play and important role in recruitments. job profile and
job description plays an important role while selecting an candidates.

57

Having gone through the entire system of Marketing Strategy procedure in

Alcon Cables ltd, Rajpura, I tried to analyze in detail keeping view the general
Marketing Strategy. Though the system is effective an functional, I feel the below
mentioned recommendations and suggestions will go along to improve the existing
system:1.

Alcon Cables is not conducting any of the test while recruiting the people

the committee should conduct test like aptitude test, intelligence test, stress test, etc
for the high posts and which have high work load. This will help in bringing
efficient people in the company.
2.

Alcon Cables

should improve their salary structure to encourage more

applicants to apply.
3.

Alcon Cables ltd, should use wide advertisement methods like electronic

media so that information can reach to far places.

4. Alcon Cables ltd, should provide mare incentives to the employees like bonus ,
increase in HRA, etc to attract the new applicants.

58

Suggestions
&
Recommendation

59

Suggestions

Alcon
Customer

Cables.
services

Should

use

should

new
be

techniques

more

of

sales

comfortable

promotion.

than

others.

People must be made aware of the benefits of the policies of Alcon Cables
The

company

should

give

personal

attention

to

each

customer.

Proper assistance should be provided to the customer at the time of claim

settlement.

All the details about the company should be given to the customers.
Regular advertisement of the company should be given tv and newspaper.
The company must try to find new markets especially in the rural areas.
The company should do frequent analysis of the competitors.

Provide Incentives- An incentive provides an employee with a boost to their

motivation and avoid unnecessary Marketing Strategy. Incentives like two hours of
bonus pay for every 10th of perfect attendance can improve a lot.

Employee Assistance Program if you confront an employee about his or her

frequent Marketing Strategy and you find out that it is due to personal problems
refer them to EAP.

60

Sickness Reporting - tell en1ployees that they n1ust phone in as early as possible
to advise why they are unable to make it to work and when they expect to return.
Return To work Interview- when an en1ployee returns to work then ensure that
they have a 'return to work interview'

61

Bibliography
Books
Kothari C.R., (1999) Research Methodology, Wishwa Prakashan
Kotler P. And Armstrong G., (2005) Principles Of Marketing New Delhi,
Prentice Hall Of India
Kotler P., (1999)Marketing Management Analysis, Planning, Implementation
And Control, New Delhi, Prentice Hall Of India
Saxena Rajan, (1999) Marketing Management, Tata Mcgraw Hill
Websites:
www. Alconcables.Com
www.Quickmba.Com
www.Indiainfoline.Com

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