A PROJECT REPORT

ON

MARKETING STRATEGIES FOR

CORPORATE SALES IN

CLASSIC HONDA

Submitted to:
 ACKNOWLEDGEMENT

Nothing concrete can be achieved without a combination

of inspiration and preparation , although writing a few
words on a piece of paper is not a proper way of
acknowledging those who helped us in completion of this
project, yet the word coming from our heart and soul
need no mode of communication. So deed from our heart,
we are highly great full indebted to our guide Mrs.
Monika those who took keen interest in the making
project .

We would be failing our duty if dont thank our

all teachers and friends who helped us to collect all the
material related to this project.

I also thanks to Mr. Satish kumar Goel ,

principal of our institute whose wisdom supplemented
with a study environment both inspiring and creative.

Submitted by:-
Baby
Roll no:0800334003.
 TABLE OF CONTENTS

DEPARTMENTS

INSURANCE DEPARTMENT

CUSTOMER CARE DEPARTMENT

SERVICE DEPARTMENT

SALES DEPARTMENT

PROFILE OF COMPANY

RESEARCH METHODOLOGY

INTRODUCTION OGF CORPORATE SALES

CORPORATE SALES STRATEGIES

MARKETING STRATEGY OF CLASSIC HONDA

ANALYSIS OF DATA

FINDINGS

SUGGESTIONS

CONCLUSION

BIBLIOGRAPHY
 Research Methodology

Research can be defined as the search for knowledge or any

systematic investigation to establish facts. The primary purpose for
applied research (as opposed to basic research) is discovering,
interpreting and the development of methods and systems for the
advancement of human knowledge on a wide variety of scientific
matters of our world and the universe. Research can use the scientific
methods, but need not do so.
The term research is also used to describe an entire collection of
information about a particular subject.
Research Methods
The goal of the research process is to produce new knowledge, which
takes three main forms:
Exploratory research, which structures and identifies new
problems.
Constructive research, which develops solutions to a problem.
Empirical research, which tests the feasibility of a solution
empirical evidence.

Research can also fall into two distinct types:

Primary Research Primary research (also called field research) involves the
collection of data that does not already exist. This can be through numerous forms,
 including questionnaires and telephone interviews amongst others. This information may
be collected in things like questionnaires, magazines and interviews. Primary Research is
market research that directly engages with the target customer segments or cohorts in
order to collect needed data for analysis. One form of primary research is focus groups.

Secondary Research
Secondary research (also known as desk research) involves the
summary, collation and/or synthesis of existing research rather than
primary research, where data is collected from, for example, research
subjects or experiments. The analysis of research that had been
collected at an earlier time (for reasons unrelated to the current
project) that can be applied to a study in progress.

In social sciences and later in other disciplines, the following two

research methods can be applied, depending on the properties of the
subject matter and on the objective of the research:

Qualitative Research

Qualitative research is a method of inquiry appropriated in many

different academic disciplines, traditionally in the social sciences,
but also in market research and further contexts. A set of research
techniques in which data is obtained from a relatively small group
of respondents and not analyzed with statistical techniques
Quantitative Research
 A type of research that seeks to quantify (support with numbers)
opinions, assumptions or behaviour. Methodologies may include
questionnaires, telephone or other polls.

Analysis of Data

Analysis plays a pivotal role in the data flow scheme with in a

retail organization. A typical retailer generates more than thousands of
data points through POS machine. It is difficult for a retailer to make
strategic decisions based on this raw data.
A typical retailer has large amount of sale data stored in their
systems. The new technologies have the ability to use these historical
data to improve retail productivity. To create sustainable advantage over
competition retailers are trying to enhance their product offerings,
services levels and pricing models. To prevent value attribution & to
protect margins, retailers are trying reduce their cost-to-serve per
customer & thereby making sure that the total cost of ownership of a
customer overtime is reduced.
Managing promotional plans is another critical area for retailers to
focus on and target customer more effectively and efficiently.
Small and mid size retailers are facing problem with limited
analytical resources to read the pulse of their business processes.
Retailers are not able to follow up with day to day sales analysis,
category analysis and brand share analysis for all the products.
More retailers collect every transaction from every store, tract
every movement of goods and record every customer service interaction.
Hence, there is no shortage of data, but how does one translate all that
data into actionable information? How this information can be used to
make better decision. The main objective of a retail store IT department
is to convert the raw data into valuable and useful information.
Business analytics helps to get insights from the structured data,
such as sales and productivity reporting, forecasting, inventory
management, market basket analysis, product affinity, customer
clustering, customer segmentation, identifying trend, identifying
seasonality & understanding hidden patterns for loss prevention and
store administration.
Analytical techniques such as statistical analysis, data analysis and
analytical tools help in understanding patterns and trends within large
databases. When we use them for creating analytical models, they
provide the edge to decision making, while descriptive analysis helps to
identify issues and examine causes, predictive ness analytics enhances
the accuracy & effectiveness of decision making process.

Some analysis applicable to retailers are:

1. Reporting and sales analysis
2. Predictive analysis
3. Inventory management
4. Promotion-effectiveness analysis
5. Demand forecasting
6. Brand and category analysis

Predictive analytics helps a retail organization to enhance its

decision making powers by looking at the future with analytical
rigidity. Predictive analytics holds the key to taking advantage of
these opportunities such that retailers can increase their ability to
forecast their customers behavior and plan accordingly. Data
analytics capabilities cover a number of possible analysis, using
statistical software such as SPSS, SAS, Excel and Minitab.
 Data analysis helps in decision making process with
operational efficiency saves costs by providing high quality
solutions, facilitates flexible working models and state of the art
data security. A well trained analytical team can help in the
automation of data cleansing, processing and recurring reporting.
In the constantly changing competitive business environment,
informed and intelligent decisions are the centre stage for every
business organization. Data analytics and statistical techniques
help to make business decisions and provide valuable insights to an
organization.
Data analytics is the science of playing with sales numbers to
arrive at logical decisions by slicing and dicing the data to
understand patterns and correlations that could give the company a
competitive edge.
Retailers need to analyze various strategies surroundings
merchandising, pricing, production, markup and markdown to be
able to make the right decision. Statistical and mathematical
techniques are used to analyze current and historical data to make
predictions about future events. The patterns found in historical
and transactional data is used to identify risks and opportunities.

CORPORATE SALES

There are two types of sales which a company makes including corporate
sales and other sales. Corporate sales are those sales which involve the
dealings between two large companies. For example, DSL services which
are provided to households and small companies are not corporate sales
but DSL services which are provided to a large company can be
considered as a corporate sale. Corporate sales are considered very
profitable because they are large sales and they result in strong
relationships with the buyers

Corporate sales are that sales which one organization sales to another
organization
without middlemam or it is B to B sales

Corporate Sales is selling of a companies product and services to large

institutions, companies, or organizations. These sales are normally
transacted between the selling company's Corporate sales specialists /
agent direct with the decision makers of the buying company.
Corporate sales refer to the business to business (B2B) sales. It is the
sales activity that is characterized by the sales of a company's products to
another company. Here instead of the individual customer, the customer is
another company

Direct sale is direct marketing such as door-to-door, office-to-office, home

party selling etc

corporate sales is lucrative for businesses

of all levels, but specially for small to average-sized businesses it is not
sales from direct-marketingThe corporate market segment is

significant and provides fitness clubs with an excellent opportunity to generate

incremental memberships and revenues.

With the continuous increases in health-related costs, it is no

surprise that employers view them as their number one concern.
It is a well known fact that fitness-related programs help
corporate executives control their healthcare costs. As a result,
they are very interested and motivated to explore the solutions
that your corporate sales team can provide.
What is the Corporate Sales Challenge?

Think sales training meets speed dating during a sales competition. At the end of
the day, the team with the highest overall score is declared the winner, get the
medals, the prizes, their name on the cup and the distinction as the best sales
people in Alberta.

Test and improve your sales skills

During the afternoon 10 of North Americas top selling experts will help you hone
your sales skills while you are challenged in the following 10 areas:

Closing
Qualifying
Cold Calling
Prospecting
Negotiating
Goal Setting
Personality Selling
Relationship Selling
Objection Handling
Customer Management

CORPORATE SALES STRATEGIES

Corporate Sales Strategies expertise, sales tools and ongoing support will provide you with
valuable resources and program management that guide you to achieve significant and
sustainable results. Our comprehensive and detailed approach ensures that you maintain
momentum and focus on your core business and not have to divert significant time, effort
or resources away from your current consumer sales initiatives.
Corporate sales are considered very profitable because they are large sales & they
result in strong relationship with the buyers

Corporate sales is the selling of goods or services where the primary customer is
another business entity.

For example, DELL sells its computer and peripherals online to its customers. To
manufacture a single computer, it buys computer parts (e.g. motherboard, circuitry,
electronics) from different suppliers. As such, these suppliers engage in
CORPORATE SALES because it sells its products to Dell, which intends to use
the said products for business purposes.

HONDA SIEL CARS INDIA LTD.

Honda Siel Cars India Ltd., (HSCI) was incorporated in December 1995 as
a joint venture between Honda Motor Co. Ltd., Japan and Siel Limited, a
Siddharth Shriram Group company, with a commitment to providing
Hondas latest passenger car models and technologies, to the Indian
customers. The total investment made by the company in India till date is
Rs 1620 crores in Greater Noida plant and Rs 784 crores in Tapukara
plant.

HSCIs first state-of-the-art manufacturing unit was set up at Greater Noida,

U.P in 1997. The green-field project is spread across 150 acres of land
(over 6,00,000 sq. m.). The annual capacity of this facility is 100,000 units.
The companys second manufacturing facility is in Tapukara, Rajasthan.
This facility is spread over 600 acres and will have an initial production
capacity of 60,000 units per annum, with an investment of about Rs 1,000
crore. The first phase of this facility was inaugurated in September 2008.

The companys product range includes Honda Jazz, Honda City, Honda
Civic and Honda Accord which are produced at the Greater Noida facility
with an indigenization level of 77%, 76%, 74% and 28% respectively. The
CR-V is imported from Japan as Completely Built Units. Hondas models
are strongly associated with advanced design and technology, apart from
its established qualities of durability, reliability and fuel-efficiency.

VARIOUS MODELS OF HONDA CARS

Honda Jazz

Honda Jazz is the companys first offering in the premium compact car
segment. The Jazz is a segment-defining car that has won accolades and
adoration all over the world. Widely acclaimed for its dynamic styling,
spacious interiors, versatile utility and remarkable performance, the Honda
Jazz brings added fun and excitement to the driving experience.

The Jazzs dynamic performance is achieved by a newly developed four-

cylinder 1.2-liter i-VTEC engine, featuring Programmed Fuel Injection that
delivers maximum output of 90 PS (66 kW) @ 6,200 rpm and Torque of 110
Nm (11.2 kg-m) @ 4800 rpm while giving impressive fuel economy of 16.1
km/l, as per ARAI test data. Safety of passengers and pedestrians is a top
priority for Honda and all safety equipment is standard across all variants.
The Jazz practicality has been enhanced with three-mode Magic Seat
configuration to achieve multiple seating and cargo-carrying configurations
for long or tall objects in addition to the standard five-passenger mode. The
Honda Jazz is available in two variants - Honda Jazz and Jazz Select
edition in Manual Transmission. Additionally, both the variants are available
in 2 attractive types - Mode & Active.
Honda City

Honda's all-new Third Generation Honda City was launched in September

2008. It comes with a completely new design, new engine, spacious cabin
and equipped with various active and passive safety features. The
company has also launched the 1.5 V MT & AT version of the City in
September 2009. The new Honda City is available as SMT, VMT and VAT.
Additionally, all the variants is available in 2 attractive types Elegance and
Inspire.

The all new Honda City achieved milestone sales with 50,000 units sold
within one year of its launch. Since its launch in the country in 1998, Honda
City has been a best seller in the premium car segment.

The all new Honda City has bagged several awards including 3 Car of the
Year and the prestigious ICOTY (Indian Car of the Year) 2009. The model
made a clean sweep in the viewers choice category winning all 3 awards
announced by NDTV Car India & Bike India Awards, UTVi Autocar Awards
and CNBC TV 18 Overdrive Awards. These awards truly exemplify the
experts as well as the customers admiration and trust in the product.

Honda Civic

The Civic is Hondas largest selling model globally and is now sold in
approximately 160 nations and regions worldwide. Honda Civic was
launched in India in July 2006 which became a runaway success and was
also awarded the Indian Car of the Year in 2007.

The new Civic was launched in September 2009 with more aggressive and
sportier look. The new V grade Civic juxtaposes Hondas advanced
technology with striking design. The new Curved 5 Point Metallic Front
Grille and restyled Front Sporty Bumper add to a pulsating and aggressive
appeal of the car. The introduction of stylized Dark Smokey Headlights &
Crystalline Octagonal Tail Lights enhances the contemporary look of the
car. New Civic is available in 3 variants SMT, VMT & VAT.
Honda Accord

The Honda Accord was first introduced in India in year 2003. HSCI
launched the 8th generation Honda Accord in India in May 2008. The
Honda Accord is available in 2.4L and 3.5L V6 engine.

The 2.4L comes in three types in both Automatic and Manual transmission
Accord 2.4, Accord 2.4 Elegance and Accord 2.4 Inspire. The All-new
Accord comes with 5-speed Manual Transmission and 5-speed Automatic
transmission with Paddle shift, to give the exhilarating experience of F-1
racing. The AT now has Shift Holding System which avoids unnecessary
gear shifting on winding roads and helps in hassle free drive.

The Honda Accord V6 3.5-liter comes with Electric Sunroof and additional
luxury features for enhanced exterior styling. The 3.5L i-VTEC engine
features an advanced Variable Cylinder Management (VCM) system that
switches between six-, four-, and three-cylinder combustion depending on
the driving conditions and thereby delivering maximum power of 275 PS
during six cylinder operation and impressive fuel economy in VCM mode
while cruising.

The new 8th generation Honda Accord has also won the UTVi Autocar Best
Luxury Car award in 2009.

Honda CR-V

The Honda CR-V is sold as a Completely Built Unit (CBU) import and is
available on confirmed order basis for the customers. The Honda CR-V
was first introduced in India in July 2003. It went on to become the segment
leader since its launch winning several awards for itself. The all new 3rd
generation CR-V was introduced in India in November 2006 which offered
its customers a distinctive combination of the comfort of a sedan with the
thrills of a SUV. Honda CR-V was adjudged the SUV of the Year by NDTV
Profit Car & Bike and Overdrive and also won the Best Drivers Car award
by CNBC TV-18 Autocar Auto Awards in 2007.

Honda launched a refreshed version of the 3rd generation CR-V in

November 2009.The new Honda CR-V offers its customers a distinctive
combination of refined styling and high quality. The Honda CR-V is
available in 2.0 L - MT 2WD and 2.4L MT /AT Real-time 4WD.
 MARKETING PLAN OF CLASSIC HONDA

January
Conduct Profit Improvement Seminar
February
Publish trade journal article

March
Attend and speak at industry trade show
Conduct direct mail follow up for trade show contacts

April
Publish trade journal article

May
Advertise Profit Improvement Seminar
Promote seminar on Web site
Issue press release
Send invitations to Profit Improvement Seminar

June
Conduct Profit Improvement Seminar
Publish trade journal article
Conduct seminar follow-up activities

JulyPromote sponsorship of annual regattaInvite clients to networking

event
AugustAttend and promote practice at sponsored regatta
SeptemberHost client networking event
OctoberPublish trade journal article
NovemberSend invitations to Profit Improvement Seminar
DecemberAdvertise Profit Improvement Seminar

The Marketing Road Map

What to do
When it will happen
How to achieve
Who will do it
How much will it cost
How will you measure success

The marketing tools we plan to use include:

A Web site that promotes Spinnaker and provides resources for our
clients
A free monthly electronic newsletter (zone) on topics of interest to
clients and prospects
Presentations by our consultants at targeted trade shows
Direct mailings to follow up on contacts made at the trade shows
Publishing articles four times a year in industry trade journals
Contributing sponsorship for one regatta each year, for which we will
seek free publicity
Offering semi-annual seminars on profit improvement strategies for boat
manufacturers
Seminars will be promoted on our Web site, in our zone and with paid
advertising in industry publications.
The marketing budget for the practice will be 20% of fees.

A Marketing Plan in Seven Sentences

You can find dozens of approaches for creating a marketing plan,but
guerrillas
keep it simple. They start with a one-page plan that consists of seven
sentences to:

Explain the purpose of your marketing

Spell out how you achieve that purpose by describing the benefits
you provide to clients
Specify your target market
Describe your niche in that market
Outline the marketing weapons you will use
Focus on the identity of your business
Establish your marketing budget

The Key to Marketing: The Marketing Plan

Running a successful business is not like a field of dreams; you can build it but
they might not come. Marketing is all about leting people know about the
product or service you offer, and persuading them to buy or use it. And for
effective marketing you have to let people know about your product or service
repeatedly. To do this, you're going to have to come up with both a marketing
strategy and a marketing plan.

What's the difference between a marketing strategy and a marketing plan?

The marketing strategy is shaped by your overall business goals. It

includes a definition of your business, a description of your products or
services, a profile of your target users or clients, and defines your
company's role in relationship to the competition. The marketing strategy
is essentially a document that you use to judge the appropriateness and
effectiveness of your specific marketing plans. The CCH Business Owner's
Guidebook has an excellent explanation and checklist that you can use to
work through your marketing strategy.

To put it another way, your marketing strategy is a summary of your

company's products and position in relation to the competition; your sales
and marketing plans are the specific actions you're going to undertake to
achieve the goals of your marketing strategy.

The marketing plan, then, can be thought of as the practical application

of your marketing strategy. If you look at my article, "Writing The
Marketing Plan", you'll see that the marketing plan includes details about
your business' unique selling proposition, pricing strategy, the sales and
distribution plan and your plans for advertising and promotions.

So in effect, you can't have a marketing plan without a marketing

strategy. But a marketing plan without a marketing strategy is a waste of
time. The marketing strategy provides the goals for your marketing plans.
It tells you where you want to go from here. The marketing plan is the
specific roadmap that's going to get you there.

Continue on to the next page to learn how to start developing a

marketing plan to put your marketing strategy into action.
If you were going to drive from Vancouver to Halifax, would you really
just glance at a globe and then head out? Expecting to implement a
marketing strategy without developing a marketing plan is just like this
analogy. The more detailed information that's been collected beforehand,
and the more planning that's been done ahead of time, the faster and
more pleasant the trip - and the more effective your marketing plan will
be.

The first step in developing a marketing plan is to create specific

marketing objectives and write them down. What do you want your
promotion efforts to do for you?

If you're selling herbs, for instance, perhaps you want to increase your
monthly sales by 25 percent. If you're a realtor, a good marketing
objective might be to get 10 new listings each month. My own marketing
objective is to gain a new client each month. Whatever marketing
objective you set, be sure it's realistic; you need to be able to achieve
the marketing objective if it's going to motivate you or serve as a good
benchmark to evaluate your success.

Now the hard part. Under each marketing objective, write as many
specific things as you can that you are going to do to achieve the
objective. If I want to increase my monthly sales by 25 per cent, one
thing I might do is place some ads. But when I'm working on my marketing
objective list, I need to take the time to think it through so I'll be able to
follow through effectively.

Just "placing some ads" isn't specific enough to serve as a marketing

objective. I have to consider what type of ads and where I might place
them to increase my monthly sales. For instance, I might write, "place an
ad describing specials in the local newspaper" as a marketing objective,
or "put ad on local TV station".

Then I have specific actions to follow that will help me achieve my

marketing objective rather than just a vague idea. If you're having
trouble with coming up with these specific activities, or seeing how each
marketing objective fits in with your marketing plan, reading "The
Advertising and Promotion Plan" will help you fit all the pieces together.

Go over the list of specific activities you've brainstormed and check them
against your marketing plan. Choose the ones that fit best with your
marketing objectives and do the best job of targeting your potential
clients or customers.

Then, using your calendar, decide which promotional activities you're

going to do when. You can break your marketing plan down by month or
by quarter, but be sure you include not only a description of the activity
or event, but also a reference to which marketing objective the
promotion activity or event is related to, and a cost estimate.
Once you set up your marketing plan, remember that it needs to be an
organic, living document, not something you put into a nice folder and
file somewhere and never look at again. Take fifteen minutes every day
to review your goals and specific activities; what did you do that
particular day to help you achieve the marketing objectives you've set?
What do you need to do tomorrow? Too often we make plans or list
objectives and then get so enmeshed in all the things we have to do to
run our businesses that we shunt them aside. Taking fifteen minutes a
day to review your marketing objectives, marketing plan, and marketing
activities goes a long way towards helping you stay focused and on track
and market your products or services effectively.

More about
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faridabad faridabad

Strategy 1 Strategy 2 Strategy 3

Develop a Web site Build Web site Reach and interest
that awareness potential online
effectively reflects locally in ways that customers: "Ladies who
the main instill want to
positioning
statement and trust. stand out in a crowd."
builds trust.
Marketing features
to include in the site
1. Testimonials 1. Join/register with 1. Cross-promote with
from customers. local complementary
2. Personable FAQ organizations such as retailers such as clothing
page, with Better and upscale gift
photos of the Business Bureau and
designer and Chamber stores.
award-winning 2. Offer exclusive online
designs. of Commerce. deals.
3. Newsletter sign 2. Pursue online 3. Announce and print
up/registration. accreditations URL at all points of
 4. Fresh, up-to- such as BBBOnline, contact: receipts, email
date content: iCOP, and signature lines,
local trunk shows, phone messages,
exclusive Truste.org. business cards, store
online offers, 3. Participate in
fashion events, local womanoriented window, etc.
groups: Online 4. Register with all local
small freebie, etc. forums directories, search
5. Product photos and Civic engines, portals, and
w/ links to organizations. fashion/lifestyle sites.
auctions and/or 4. Support local 5. Conduct local online
order form. charities. auctions through
6. Map and address 5. Conduct
of store. fundraisers and an eBay store.
announce with press
releases,
with more info. on
Web site.

Marketing Plan Example

Based on methods in the marketing plan and Web promotion guide
Retail Business Example:

To demonstrate the marketing plan development process detailed in the

book, throughout this
booklet I develop a sample Web site marketing plan for a fictional
retailer. "Arlington
Accessories and More" is an independent retail store in Chicagos
Northwest suburbs. (The
business is entirely from my imagination. Resemblance to any existing
store is a complete
coincidence.) From her shop in downtown Arlington Heights, Mary Marcos
sells handmade
scarves, custom-made fashion jewelry, gift baskets, small collectibles,
cards, and gift-wrapping
supplies. Mary did not have a Web site, but thought she could expand
sales of the jewelry and scarves if
she did. Her sister - a designer who has won several awards - makes both.
Mary decided to use
the five-step marketing plan process to develop an effective Internet
presence:
Step 1: Gather and analyze information
Step 2: Verbalize her main marketing challenge
Step 3: Set her Web site objective
Step 4: Develop general strategies
Step 5: Choose appropriate tactics

Marketing Plan Process

Step 1: Gathering and Analyzing Information
(This step is explained in more detail on pages 62 - 64 of the marketing
plan and Web promotion guide
How Much for Just the Spider? Strategic Web Site Marketing for Small
Budget Businesses. Also,
several information gathering and analysis techniques are described in
the "Segmenting and Targeting,"
"Information Gathering," and "Research and Data Analysis" chapters.)
Read how Mary Marcos gathered and analyzed information in "Analysis
Behind the Plan,"
beginning on page nine of this booklet. Analysis is the backbone of an
effective marketing plan.
Step 2: Verbalizing The Main Challenge
(Step 2 is explained in more detail on pages 62 and 64 of the marketing
plan and Web promotion guide
How Much for Just the Spider? Strategic Web Site Marketing for Small
Budget Businesses.)
Mary's main challenge was to establish an effective Web presence. She
had an Internet
connection in the store and emailed sales notices to existing customers,
but had no
Web site and conducted no other Internet activities.
As a result of her information gathering activities, Mary found that
overall, online retail sales were
growing but customer satisfaction with online purchases was low. She also
found a daunting
number of shopping sites, both specialty and general.
As a way to avoid competing directly with all online stores and to make
customer satisfaction
easier, she decided to keep a local focus to her Web site. This way, she
could differentiate herself
online in two ways:
1. She would offer locally made, one-of-a-kind products online,
something no one else did in the
Chicago land area.
2. She could draw upon her already established reputation as an ethical
and trustworthy retailer.
This would improve her credibility with wary online visitors.
Mary wrote down her main challenge: How do I create a Web site that
will expand custom made
scarf and jewelry sales locally while maintaining high customer
satisfaction?"
Step 3: Setting the Web Site Objective
(Setting objectives is explained on pages 62 and 65 - 68 of the marketing
plan and Web promotion guide
How Much for Just the Spider? Strategic Web Site Marketing for Small
Budget Businesses.)
From her in-store experience, Mary knew that her best customers were
those that had come to
know her. They recognized her face when they came in and they opened
her emails when she sent sales notices. They knew she sold quality
products and that she would gladly exchange or
give a refund if they were dissatisfied.
It's logical that she would take the same general approach with her Web
site. That is, build trust and
recognition with customers. While she wanted her current in-store
customers to use the site, she
was most interested in gaining new, loyal customers. So, her online
efforts would initially focus on
reaching potential new customers. Therefore, her objective became:
"Create a trustworthy, local Web presence that attracts potential new
customers."
Step 4: Developing Strategies
(Step 4 is explained on pages 62 and 68 - 70 of the marketing plan and
Web promotion guide
How Much for Just the Spider? Strategic Web Site Marketing for Small
Budget Businesses. )
After developing her objective, Mary designed strategies to meet it.
When developing her
strategies, she kept in mind what she learned from her analyses (See the
examples later, in
"Analysis Behind the Plan").
She was building a plan that would meet her objective of "creating a
trustworthy, local Web presence
that attracts potential new customers" while avoiding direct competition
with large, general
retailers.
Since she did not yet have a Web site, one of her strategies would be to
build one that reflected
her values and supported the positioning statement she created in Step 1.
She developed her full
plan now so she could integrate her positioning into the site.
Mary's second strategy addressed trustworthiness. After her site was
complete, she would
begin building a trustworthy online reputation as she built site awareness.
Finally, her third strategy would focus on targeting and attracting new
online customers for her
scarves and fashion jewelry. To summarize Mary's plan so far: Arlington
Accessories and More
Web Site Marketing Plan
Objective: Create a trustworthy, local Web presence that attracts
potential new customers.
Positioning Statement: "Arlington Accessories and More" offers custom-
designed fashion
jewelry and scarves for ladies who want to stand out in a crowd. Our
attractive, one-of-a-kind
products are made by an award-winning artist with15 years of design
experience.
Strategy 1: Develop a Web site that effectively reflects the main
positioning statement.
Strategy 2: Build Web site awareness locally in ways that instill trust.
Strategy 3: Reach and interest potential online customers: "Ladies who
want to stand out in a
crowd."
_______
As she moved toward accomplishing each strategy, she would evaluate
the wisdom in adjusting or
changing strategies. After developing strategies, she moved onto tactics.
Step 5: Choosing Tactics
(Choosing tactics / marketing programs is explained on pages 62 and 70
-73 of the marketing plan and
Web promotion guide How Much for Just the Spider? Strategic Web Site
Marketing for Small Budget
Businesses. Several promotional tactics are explained, and expert
resources given, in Section 3:
Promotional Tactics.)
Marys final list of tactics is in the plan summary, in the "Write Up"
section of this booklet.
The Write Up
Much of Mary's time was taken up with running her store, so she chose to
forego a formal write up
and work from a marketing plan summary. Her plan is on the next page. If
she were working for
a retail chain or had to support her plan with backup data - for her bank
or company executives,
for example - she would likely have completed a formal write up.
If you need to include a formal write up for your own plan, see the article
"What to Include in
Your Marketing Plan Write Up" at
http://www.websitemarketingplan.com/Arts/WritePlan.htm
(Note: Arts and Write Plan in the URL are case sensitive).
The next section, "Analysis Behind the Plan," explains the analysis Behind
the Plan
Gathering Information on the Internet
(Details for getting started and gathering information about competitors,
your own company, customers,
suppliers, and potential entrants are in the "Gathering Information"
chapter of the marketing plan and
Web promotion guide How Much for Just the Spider? Strategic Web Site
Marketing for Small Budget
Businesses.)
Mary spent some time searching and found sites for local and online
retailers; several
associations; and retail-related articles. She put together a resource
page, complete with
click able URLs, to use while creating her plan.
Gathering Competitor, Customer, Company, Supplier, and Substitutes Information
(More details are on pages 94 - 100 of the marketing plan and Web
promotion guide How Much for Just the
Spider? Strategic Web Site Marketing for Small Budget Businesses.)
Mary used the resource page she put together to gather information
about her business environment.
Industry Analysis
One approach to industry analysis is Porters Five Forces. An adaptation
for Web sites is explained on pages 116 -118 of the marketing plan and
Web promotion guide How
Much for Just the Spider? Strategic Web Site Marketing for Small Budget
Businesses. The adaptation is simplistic compared to Michael Porter's full
analysis and does
not do it full justice. Mary spent some time analyzing her target
customers and refining her stores positioning relative to her competition.
Mary's two sentence positioning statement became: "Arlington Accessories
and More" offers custom-designed fashion jewelry and scarves for ladies
who want to stand out in a crowd. Our attractive,
one-of-a-kind products are made by an award-winning artist with15 years
of design experience. At all points of contact with her target customers,
Mary kept her positioning statement in mind.
The Plan
After completing Step 1 (this "Analysis Behind the Plan" section), Mary
was ready to go to Step
2 (above, in the Marketing Plan Process" section).
She applied her newfound insight and ideas to steps 2 through 5. If you do
the same, you are
sure to see an improvement in your site's performance upon implementing
your marketing plan.
car Dealership Marketing Basics
As the owner of a new or used car dealership, you're bombarded with
business decisions every day. Much of these tasks are either staff, vehicle
or processes. Intuitively, most automotive dealers resolve these problems
quickly to everyone's satisfaction. But what occurs when you come to
face with difficult decisions as if you are too grow or move your
dealership, if to bring in a complete different line of used vehicles or
make a large buy? When these questions hit you - a small amount of
marketing knowledge will go a long distance.
Follow these three marketing steps to ensure the success of your auto
dealership:
1) Market Analysis
2) Planning
3) Marketing Tactics
Step One: Automotive Dealership market Analysis
The auto industry is quickly shifting and you should be adding more
products and services at your auto store. But how can you decide what is
a good fit for your store? .
Customers
Look first to your current customers. How do they come to their buying
conclusion? Do they squeeze into any demographic that makes use of your
type of stock or dealership know how ? Can they afford the purchase? If
your previous customers won't buy again with your dealership, how do you
know all your new customers will ?
Other Dealerships
Now look at your competitors. What vehicles to they carry, what financial
and car services do they serve? Can you identify any weakness, any
benefits? Take a drive to other dealers in your area an take notice as to
how they position their dealership marketing efforts. What do the top car
dealerships do that beats your dealership ? What is their strategy? How do
they market themselves? Take note of vehicle pricing, sales people and
any other services. How does their dealership look in comparison with
yours? Get the most you can from them and use this knowledge to benefit
your store.
Your Own Store
Now take a hard look at your own store. What are your core
competencies? What are your benefits or weakness? What is your car sales
looking like this month? What is the feel of your car dealership? Are your
sales people happy and motivated to adobt better customer service skills?
Do you have the extra money for any training? Are you going to bring in a
new line up of vehicles? How about offering new services?
Step Two: Automotive Dealership Marketing Plan
Here is where you configure your goals and how you will pull them into
your auto store. How do you stand out and surpass your competitors?
Brainstorm to come up with a list of benefits that you can use in your
marketing campaign. Focus on the emotional impact of your product and
service. Think about what your customer's value. Do they attach
importance to great customer service and personalized, human touch?
How about value and saving money? Perhaps your customers prefer small,
independent dealers over large manufacturer dealerships. With this list of
benefits you can put together a marketing strategy to use for all your car
dealership marketing efforts - offline, online and your website.
Step Three: Automotive Dealership marketing Tactics
This stage deals with the deep digging of marketing tactics. You will look
at your vehicles, pricing, all advertising and complete front-end of
vehicle deliveries; and what effect they have with marketing your car
dealership. By using the advice above, you help shape the perceived
value of your products and services in the minds of your customers,
thereby eliciting a positive response. This should be the main goal. Bear
in mind that many outside and inside factors contribute to the overall
success of your marketing campaign. By answering just a few questions
you will have a good idea of the majority of your opportunities, problems
and threats your car dealership faces. Planning is what works. Don't ever
mistake yourself and allow other influences to drive your marketing
Your marketing strategy will solve all problem areas and allow you to
push past any limiting beliefs into more profits.
SALES PROMOTION

Marketing is the craft of linking the producers (or potential producers)

of a product or service with customers, both existing and potential.
Some form of marketing arises naturally in all capitalist societies but is
not limited to capitalist societies. Marketing techniques are also applied
in politics, religion, personal affairs, and many other aspects of life.
Marketing methods are informed by many of the social sciences,
particularly psychology, sociology, and economics. Marketing research
underpins these activities. Through advertising, it is also related to many
of the creative arts. Overview In popular usage, the term 'marketing'
refers to the promotion of products, especially advertising and branding.
However, in professional usage the term has a wider meaning. It can be
divided into four sections, often called the "four Ps," only one of which is
promotion. They are:

Product - The Product management aspect of marketing deals with the

specifications of the actual good or service, and how it relates to the
end-user's needs and wants.
Pricing - This refers to the process of setting a price for a product,
including discounts.
Promotion - This includes advertising, sales promotion,publicity, and
personal selling, and refers to the various methods of promoting the
product, brand, or company.
Place or distribution refers to how the product gets to the customer;
for example, point of sale placement or retailing.

These four elements are often referred to as the marketing mix. A

marketer will use these variables to craft a marketing plan. For a
marketing plan to be successful, the mix of the four "p's" must reflect
the wants and desires of the consumers in the target market. Trying to
convince a market segment to buy something they don't want is
extremely expensive and seldom successful. Marketers depend on
marketing research to determine what consumers want and what they
are willing to pay for. Marketers hope that this process will give them a
sustainable competitive advantage. Marketing management is the
practical application of this process.
In marketing products, companies pursue a customer orientation or a
product orientation. A market-oriented company focuses its activities
and products on customer needs. A product-oriented company pursues
product innovation, then tries to attract the market to the product.
Although many people assume that a market-oriented approach is the
most logical avenue, many firms successfully focus on product
innovation, such as in research and development focused companies.

Some aspects of marketing, especially promotion, are the subject of

criticisms. A relatively new form of marketing uses the Internet and is
called internet marketing or more generally e-marketing. It typically
trys to perfect the segmentation strategy used in traditional marketing.
It targets its audience more percisely, and is sometimes called
personalized marketing or one-to-one marketing.

Promotion It is not enough to have good products sold at attractive

prices. To generate sales and profits, the benefits of products have to be
communicated to customers. Promotion is, therefore, about companies
communicating with customers Promotion has several possible objectives
and many pieces of marketing promotion aim to achieve several of the
following objectives at the same time:

Inform Management may need to make their audience aware that their
product exists, and to explain exactly what it does. This is a particularly
important objective for new products
Persuade An important stage in creating favourable attitudes towards
the business and its brands. Through persuasive promotion, management
will seek to persuade customers and the trade that their brand has
benefits that are superior to competitors
Image creation Sometimes, promoting a brand image is the only way to
create differentiation in the mind of the consumer (e.g. lager
advertising)
Reassurance Much promotion (particularly advertising) is about
reassuring customers that they have made the right choice and
encouraging them to stay loyal to a brand.

There are a large and growing number of promotional methods that

businesses can use. The main instruments - advertising, direct response
mailing, sales promotion, public relations and direct selling, are often
mixed together as part of the promotional mix. Each has different
strengths. What is important is that the promotional mix is carefully
planned and the results monitored to ensure that the total promotional
cost is controlled.

Promotion is the advancement of rank or position in an organizational

hierarchy system. The opposite is demotion. In Sports leagues of most
countries outside the USA, promotion means the mandated transfer of
the best team(s) of a lower league into a higher league at the end of the
season. An equal number of worst team(s) from the higher league
endures the opposite procedure, relegation. Compared to the American
method, this has the effect of regularly rearranging the leagues
according to the teams' playing strength, and also prevents the games of
the not-so-good teams of each league from becoming boring towards the
end of the season.

'Promotion' includes all of the tools available to the marketer for

'marketing communication'. Marketing communications has its own
'promotions mix.' Think of it like a cake mix, the basic ingredients are
always the same. However if we vary the amounts of one of the
ingredients, the final outcome is different. It is the same with
promotions. We can 'integrate' different aspects of the promotions mix
to deliver a unique campaign. The elements of the promotions mix are:

1. Personal Selling
2. Sales Promotion
3. Public Relations
4. Direct Mail
5. Trade Fairs and Exhibitions
6. Advertising
7. Sponsorship

The elements of the promotions mix are integrated to form a coherent

campaign. As with all forms of communication. The message from the
marketer follows the 'communications process' as illustrated above. For
example, a radio advert is made for a car manufacturer. The car
manufacturer (sender) pays for a specific advert with contains a message
specific to a target audience (encoding). It is transmitted during a set of
commercials from a radio station (Message / media). The message is
decoded by a car radio (decoding) and the target consumer interprets
the message (receiver). He or she might visit a dealership or seek
further information from a web site (Response). The consumer might buy
a car or express an interest or dislike (feedback). This information will
inform future elements of an integrated promotional campaign. Perhaps
a direct mail campaign would push the consumer to the point of
purchase. Noise represent the thousand of marketing communications
that a consumer is exposed to everyday, all competing for attention.

The Promotions Mix

All of the elements promotional mix are 'integrated' to form a specific
communications campaign.
1. Personal Selling Personal Selling is an effective way to manage
personal customer relationships. The sales person acts on behalf of the
organization. They tend to be well trained in the approaches and
techniques of personal selling. However sales people are very expensive
and should only be used where there is a genuine return on investment.
For example salesmen are often used to sell cars or home improvements
where the margin is high.

2. Sales Promotion Sales promotion tend to be thought of as being all

promotions apart from advertising, personal selling, and public relations.
For example the BOGOF promotion, or Buy One Get One Free. Others
include couponing, money-off promotions, competitions, free accessories
(such as free blades with a new razor), introductory offers (such as buy
digital TV and get free installation), and so on. Each sales promotion
should be carefully costed and compared with the next best alternative.

3. Public Relations (PR) Public Relations is defined as 'the deliberate,

planned and sustained effort to establish and maintain mutual
understanding between an organization and its publics.' It is relatively
cheap, but certainly not cheap. Successful strategies tend to be long-
term and plan for all eventualities. All airlines exploit PR; just watch
what happens when there is a disaster. The pre-planned PR machine
clicks in very quickly with a very effective rehearsed plan.

4. Direct Mail Direct mail is very highly focussed upon targeting

consumers based upon a database. As with all marketing, the potential
consumer is 'defined' based upon a series of attributes and similarities.
Creative agencies work with marketers to design a highly focussed
communication in the form of a mailing. The mail is sent out to the
potential consumers and responses are carefully monitored. For
example, if we are marketing medical text books, we would use a
database of doctors' surgeries as the basis of your mail shot.

5. Trade Fairs and Exhibitions Such approaches are very good for
making new contacts and renewing old ones. Companies will seldom sell
much at such events. The purpose is to increase awareness and to
encourage trial. They offer the opportunity for companies to meet with
both the trade and the consumer. Expo has recently finish in Germany
with the next one planned for Japan in 2005, despite a recent decline in
interest in such events.
6. Advertising Advertising is a 'paid for' communication. It is used to
develop attitudes, create awareness, and transmit information in order
to gain a response from the target market. There are many advertising
'media' such as newspapers (local, national, free, trade), magazines and
journals,television (local, national, terrestrial, satellite) cinema,
outdoor advertising (such as posters, bus sides).

7. Sponsorship Sponsorship is where an organization pays to be

associated with a particular event, cause or image. Companies will
sponsor sports events such as the Olympics or Formula One. The
attributes of the event are then associated with the sponsoring
organization. The elements of the promotional mix are then integrated
to form a unique, but coherent campaign.

Advertising - effectiveness?
Judging the effectiveness of advertising
How can the effectiveness of an advert be judged?
The answer depends on what objectives or tasks were set for the advert.

The table below sets out some possible objectives/tasks and how the
effectiveness of the advert might be measured: Advertising objective
How success can be measured Stimulate an increase in sales - Number of
enquiries from advert- Number of enquiries converted into sales

Remind customers of the existence of a product - Test customer

awareness both before and after the advertising campaign- Number of
enquiries
Inform customers - Test customer awareness- Number of requests for
further information
Build a brand image -Sales-Test customer awareness of brand
recognition and perceived values
Build customer loyalty and relationship - Levels of repeat purchase-
Levels of customer retention
Change customer attitudes - Measure demographic profile of purchases-
Measure type of goods ordered by new purchasers- Compare with
previous data

Advertising- why and what?

Why and what should a business advertise? Before undertaking an
advertising campaign, marketers should be able to answer two key
questions:
(1) Why are we advertising?
(2) What are we advertising?

On the face of it these seem like two fairly obvious questions. But they
are significant. Advertising can be a very expensive promotional tool. It
is widely believed that much advertising spend is wasted. So careful
consideration about "Why" and "What" can pay dividends.

Why advertise?
The following may be good reasons why a business is advertising:
. To create awareness, customer interest or desire
. To boost sales (moving the demand curve to the right)
. To build brand loyalty (or to maintain it at the existing level)
. To launch a new product
. To change customer attitudes - perhaps trying to move a product more
"upmarket" or to dispel some widely held perceptions about the product
. To support the activities of the distribution channel (e.g. supporting a
"pull" strategy)
. To build the company or brand image
. To reminds and reassure customers
. To offset competitor advertising - businesses may defend market share
by responding to competitors' campaigns with their own advertising
. To boost public standing: companies can boost their public standing
with advertisements that link them with generally approved campaigns
such as care for the environment
. To support the sales force - advertising can make the job of the sales
force easier and more effective by attracting leads from potential
customers and perhaps motivate them by boosting the profile of the
business But some adverts aim to achieve multiple objectives.

What to advertise?
Factors that help answer the "what are we advertising"? focus on what
the advertising message should be. In general, there are really only two
kinds of effective advertising message: Firstly, does the business/product
have a Unique Selling Proposition ("USP")? A unique selling proposition
is a customer benefit that no other product can claim In reality these are
rare, although that does not stop marketers from claiming them for their
products.

Secondly, does the thing that is being advertised "add value" and if so,
how? For example, advertising for washing powders will focus on the
"added value" created by whitening agents or the fact that a particular
formulation will last longer than the competition (take a look at the
Fairy web site to see if you can spot the other "added value" features
claimed for its products)

Whatever is advertised, it is important that the message is:

.Seen
.Read
.Believed
.Remembered
. Action upon by target customers

"Advertising is any paid form of non-personal presentation and

promotion of ideas, goods and services through mass media such as
newspapers, magazines, television or radio by an identified sponsor".

There are five main stages in a well-managed advertising campaign:

Stage 1: Set Advertising Objectives An advertising objective is a
specific communication task to be achieved with a specific target
audience during a specified period of time.

Advertising objectives fall into three main categories:

(a) To inform - e.g. tell customers about a new product
(b) To persuade - e.g. encourage customers to switch to a different
brand
(c) To remind - e.g. remind buyers where to find a product

Stage 2: Set the Advertising Budget

Marketers should remember that the role of advertising is to create
demand for a product. The amount spent on advertising should be
relevant to the potential sales impact of the campaign. This, in turn will
reflect the
characteristics of the product being advertised. For example, new
products tend to need a larger advertising budget to help build
awareness and to encourage consumers to trial the product. A product
that is highly differentiated may also need more advertising to help set it
apart from the competition - emphasizing the points of difference.

Setting the advertising budget is not easy - how can a business predict
the right amount to spend. Which parts of the advertising campaign will
work best and which will have relatively little effect? Often businesses
use "rules-of-thumb" (e.g. advertising/sales ratio) as a guide to set the
budget.

Stage 3: Determine the key Advertising Messages

Spending a lot on advertising does not guarantee success. Research
suggests that the clarity of the advertising message is often more
important than the amount spent. The advertising message must be
carefully targeted to
impact the target customer audience. A successful advertising message
should have the following characteristics:

(a) Meaningful - customers should find the message relevant

(b) Distinctive - capture the customer's attention
(c) Believable - a difficult task, since research suggests most consumers
doubt the truth of advertising in general

Stage 4: Decide which Advertising Media to Use

There are a variety of advertising media from which to chose. A
campaign may use one or more of the media alternatives. The key
factors in choosing the right media include:
(a) Reach - what proportion of the target customers will be exposed to
the advertising?
(b) Frequency - how many times will the target customer be exposed to
the advertising message?
(c) Media Impact - where, if the target customer sees the message - will
it have most impact? For example does an advert promoting holidays for
elderly people have more impact on Television (if so, when and which
channels) or in a national newspaper or perhaps a magazine focused on
this segment of the population?

Another key decision in relation to advertising media relates to the

timing of the campaign. Some products are particularly suited to
seasonal campaigns on television (e.g. Christmas hampers) whereas for
other products, a regular advertising campaign throughout the year in
media such as newspapers and specialist magazines (e.g. cottage
holidays in the Lake District) is more appropriate.

Stage 5: Evaluate the results of the Advertising Campaign

The evaluation of an advertising campaign should focus on two key
areas:
(1) The Communication Effects - is the intended message being
communicated effectively and to the intended audience?
(2) The Sales Effects - has the campaign generated the intended sales
growth. This second area is much more difficult to measure

Factors that determine the type of promotional tools used Each of the
above components of the promotional mix has strengths and weaknesses.
There are several factors that should be taken into account in deciding
which, and how much of each tool to use in a promotional marketing
campaign:

(1) Resource availability and the cost of each promotional tool

Advertising (particularly on television and in the national newspapers can
be very expensive). The overall resource budget for the promotional
campaign will often determine which tools the business can afford to
use. (2) Market size and concentration If a market size is small and the
number of potential buyers is small, then personal selling may be the
most cost-effective promotional tool.A good example of this would be
businesses selling software systems designed for supermarket retailers.
On the other hand, where markets are geographically disperse or, where
there are substantial numbers of potential customers, advertising is
usually the most effective.

(3) Customer information needs Some potential customers need to be

provided with detailed, complex information to help them evaluate a
purchase (e.g. buyers of equipment for nuclear power stations, or health
service managers investing in the latest medical technology). In this
situation, personal selling is almost always required - often using selling
teams rather than just one individual. By contrast, few consumers need
much information about products such as baked beans or bread.
Promotional tools such as brand advertising and sales promotion are
much more effective in this case.

Sales Sales, or the activity of selling, forms an integral part of

commercial activity. As a practical implementation of marketing, it
often forms a separate grouping in a corporate structure, employing
separate specialist operatives known as salesmen (singular: salesman or
salesperson). It is not too extreme to say that virtually every good or
service enjoyed by a resident of the planet (except for those created by
an individual for their own use) comes to that individual through the
efforts of a "salesman."

Some medium of exchange is usually employed to transfer the ownership

of the item (money, land, livestock, beads, slaves etc) have all been
media of exchange in various cultures at various times. The successful
communication of the necessary information that encourages an
individual to make a purchase is the responsibility of the sales person or
the sales engine (e.g. internet, vending machine etc). Because of the
natural reluctance of human beings to part company with something they
currently own in exchange for something that MIGHT make their life
better, the role of the salesman is often linked with excessive behavior
and overstatement of product characteristics.

Because the primary function of sales is to find and close leads, turning
prospective customers into actual ones. From a marketing point of view,
selling is one of the methods of promotion used by marketers. Other
promotional techniques include advertising, sales promotion, publicity,
and public relations. Moral strictures applied to marketeers often apply
even more vigorously to those in sales. People selling second-hand cars,
real estate or encyclopedias (of the non-Wikipedia variety) often come in
for particular disdain. The propensity of certain types of salespeople to
treat customers badly can be attributed to greed, ignorance and game
theory. Game theory says that if you play a zero-sum interaction only
once without iteration, treating your customer as an adversary is the
optimal strategy for your success. However a cooperative strategy such
as tit-for-tat is best if ongoing dealings and interactions are expected.
This insight is behind so-called consultative sales techniques

Forms of selling include:

Direct Sales - involving face-to-face contact
retail or consumer
door-to-door or travelling
business-to-business
Indirect - human-mediated but with direct contact
telephone or telesales
mail-order
Electronic
web B2B, B2C
EDI
Agency-based
consignment
multi-level
sales agents (real estate, manufacturing)

Sales promotion A good definition of sales promotion would be as

follows:
"An activity designed to boost the sales of a product or service. It may
include an advertising campaign, increased PR activity, a free-sample
campaign, offering free gifts or trading stamps, arranging
demonstrations or exhibitions, setting up competitions with attractive
prizes, temporary price reductions, door-to-door calling, telemarketing,
personal letters on other methods". More than any other element of the
promotional mix, sales promotion is about "action". It is about
stimulating customers to buy a product. It is not designed to be
informative - a role which advertising is much better suited to. Sales
promotion is commonly referred to as "Below the Line" promotion.

Sales promotion can be directed at:

. The ultimate consumer (a "pull strategy" encouraging purchase)
. The distribution channel (a "push strategy" encouraging the channels to
stock the product). This is usually known as "selling into the trade"

In marketing, sales promotion is one of the four aspects of promotion.

(The other three parts of the promotional mix are advertising, personal
selling, and publicity/public relations.) Sales promotions are non-
personal promotional efforts that are designed to have an immediate
impact on sales. Sales promotion is media and non-media marketing
communications employed for a pre-determined, limited time to
increase consumer demand, stimulate market demand or improve
product availability. Examples include:

coupons
discounts and sales
contests
point of purchase displays
rebates
gifts and incentive items

Sales promotions can be directed at either the customer, sales staff, or

distribution channel members (such as retailers). Sales promotions
targeted at the consumer are called consumer sales promotions. Sales
promotions targeted at retailers and wholesalers are called trade sales
promotions. Some sale promotions, particularly ones with unusual
methods, are considered gimmicks by many.Consumer sales promotion
techniques

Price deal: A temporary reduction in the price; this includes a happy

hour
Cents-off deal: Offers a brand at a lower price. Price reduction may be
a percentage marked on the package.
Price-pack deal: The packaging offers a consumer a certain percentage
more of the product for the same price (eg: 25% more free).
Coupons: coupons have become a standard mechanism for sales
promotions.
Free-standing tnsert (FSI): A coupon booklet is inserted into the local
newspaper for delivery.
On-shelf couponing: Coupons are present at the shelf where the
product is available.
Checkout dispensers: On checkout the customer is given a coupon
based on products purchased.
On-line couponing: Coupons are available on line. Consumers print
them out and take them to the store.
Rebates: Consumers are offered money back if the receipt and barcode
are mailed to the producer.
Contests/sweepstakes/games: The consumer is automatically entered
into the event by purchasing the product.

Point-of-sale displays:
Aisle interrupter: A sign the juts into the aisle from the shelf.
Dangler: A sign that sways when a consumer walks by it.
Dump bin: A bin full of products dumped inside.
Glorifier: A small stage that elevates a product above other products.
Wobbler: A sign that jiggles.
Lipstick Board: A board on which messages are written in crayon.
Necker: A coupon placed on the 'neck' of a bottle.
YES unit: "your extra salesperson" is a pull-out fact sheet.
Trade sales promotion techniques
Trade allowances: short term incentive offered to induce a retailer to
stock up on a product.
Dealer loader: An incentive given to induce a retailer to purchase and
display a product.
Trade contest: A contest to reward retailers that sell the most product.
Point-of-purchase displays: Extra sales tools given to retailers to boost
sales.
Training programs: dealer employees are trained in selling the product.
Push money: also known as "spiffs". An extra commission paid to
retailer employees to push products.

Methods of sales promotion

There are many consumer sales promotional techniques available,
summarized in the table below:
Price promotions

Price promotions are also commonly known as" price discounting" These
offer either
(1) A discount to the normal selling price of a product, or
(2) More of the product at the normal price.

Increased sales gained from price promotions are at the expense of a loss
in profit - so these promotions must be used with care. A producer must
also guard against the possible negative effect of discounting on a
brand's reputation
Coupons Coupons are another, very versatile, way of offering a discount.
Consider the following examples of the use of coupons:
- On a pack to encourage repeat purchase
- In coupon books sent out in newspapers allowing customers to redeem
the coupon at a retailer
- A cut-out coupon as part of an advert
- On the back of till receipts

The key objective with a coupon promotion is to maximise the

redemption rate - this is the proportion of customers actually using the
coupon.One problem with coupons is that they may simply encourage
customers to buy what they would have bought anyway. Another
problem occurs when retailers do not hold sufficient stocks of the
promoted product - causing customer disappointment.
Use of coupon promotions is, therefore, often best for new products or
perhaps to encourage sales of existing products that are slowing down.

Gift with purchase The "gift with purchase" is a very common

promotional technique. It is also known as a "premium promotion" in that
the customer gets something in addition to the main purchase. This type
of promotion is widely used for:

- Subscription-based products (e.g. magazines)

- Consumer luxuries (e.g. perfumes)

Competitions and prizes Another popular promotion tool with many

variants. Most competition and prize promotions are subject to legal
restrictions.

Money refunds Here, a customer receives a money refund after

submitting a proof of purchase to the manufacturer.These schemes are
often viewed with some suspicion by customers - particularly if the
method of obtaining a refund looks unusual or onerous.

Frequent user / loyalty incentives Repeat purchases may be stimulated

by frequent user incentives. Perhaps the best examples of this are the
many frequent flyer or user schemes used by airlines, train companies,
car hire companies etc.

Point-of-sale displays Research into customer buying behaviour in retail

stores suggests that a significant proportion of purchases results from
promotions that customers see in the store. Attractive, informative and
well-positioned point-of-sale displays are, therefore, very important part
of the sales promotional activity in retail outlets.

Promotion Strategy An analysis of a product's performance takes into

account both surface indications and underlying problems facing the
brand. In-depth situation analyses and strategy development can help
determine the incentive needed, the type of promotion likely to have
the greatest appeal, and the media required to reach the desired
audience.

Items to consider: 1. Customer Attitudes and Buying Behaviors

Determine who your customers are demographically and
psychographically -personal characteristics, age group, location,
ethnicity, income, etc.Establish what about your brand attracts them
and how they make their buying
decisions.
2. Brand Strategy - Consider your level of dominance in the product
category. How will sales promotion factor into performance? What are
the strengths and time period before returns are realized?
3. Competitive Strategy - Evaluate past performance, both ours and
your competitors', and determine what activities, levels of spending and
time periods produced the best results.
4. Advertising Strategy - How do you currently promote your product in
your existing markets? Which media best suits your needs?
5. Trade Environment - What are your distributors' attitudes towards
the brand? Your competitors'?
6. Other External Factors - What resources are available and what
unpredictable factors may influence a product's availability or pricing
(e.g.: weather, raw materials)

Promotion Tactics The three basic elements of a sales promotion are:

1. The offer
2. Media for communicating the offer to the target audience
3. The creative "hook," message or theme that moves the audience
toward the desired response.
Many promotion techniques are currently available and new ones are
constantly evolving: In selecting a technique, a marketer must consider
its suitability, compatibility with the brand's objectives, and budget
parameters. Promotional tactics that Partners & Levit often recommends
include:

Consumer Tactics

1. Coupons These short-term price incentives induce consumers to

purchase a product. They not only save the consumer money, but they
are effective ways of introducing new products to the public, too. Thus,
coupons stimulate trial
and conversion, retain current users, and serve as a selling device.
2. Sweepstakes Sweepstakes are promotions wherein winners are
determined by a random drawing in some chance event. The participants
exercise no control. Sweeps generate awareness and involvement with a
brand. The most cost effective sweepstakes prize is travel, which has a
substantially higher perceived value than its cost.
3. Sampling Sampling allows the customer to decide for himself or
herself whether or not a product satisfies a need. If the results are
favorable, there are often product inventories available for purchase.
4. Mail-in offers/rebates Mail-in offers are a delayed incentive. They
appear in two general categories: Cash or coupon refunds and premium
offers. Consumers purchase a product and send away in order to receive
the reward. Refund Offers require the consumer to mail in certain
proofs-of-purchase in return for a set amount of cash or coupons. This
encourages purchase continuity and brand trial. Premium Offers offer
free or discounted merchandise as an incentive for the customer to
purchase more. The genuine benefit to the marketer is a low redemption
rate.

5. Group Promotions There are usually three elements to group

promotions: The offer, the unifying theme and joint advertising support.
When participating in-group promotions, overall costs are often lower.
However, more time and planning must go into development. It is
important to develop a logical and unifying theme, preferably one simple
and to the point.

Business-to-Business Tactics
1. Merchandising allowances Think of merchandising allowances as "fees
for favoritism". There may be monetary or prize rewards such as travel,
gifts, or discounts that are given to retail stores or wholesalers for
featuring a product. In a way, we are purchasing real estate-shelf space,
displays, features-for our product.

2. Contests B-B contests are geared toward distributors, brokers,

retailers, etc. For example, company may establish a contest for its
distributors. These contests help push sales along by offering personal
rewards for added performance. An example of this can be seen with
salespeople. The most effective sales person may win cash, prizes, or
exciting trips.

3. Performance allowances (i.e. advertising allowance) This monetary

fund is set aside to subsidize the advertising initiatives of resellers. Most
times, these advertisements target a local audience or smaller
population. For example, Xerox may have a national advertising
campaign, which includes television commercials and magazine
advertisements. However, a small-town distributor may advertise Xerox
machines in a weekly flyer on its own. Xerox would then reward the
distributor for their efforts by offsetting a portion of the distributor's
prior year's advertising costs based on the distributor's total product
purchases. 4. Dealer Incentives Getting a dealer to sell your product
instead of your competitor's is difficult. Both we and our competitor may
occupy the same niche and offer similar benefits. Perhaps our
competitor has an edge over us, whether it be in brand popularity,
pricing, or customer loyalty. Offering dealer incentives is one way to
help secure our position. Rewarding the dealer with bonuses or prizes
encourages them to choose our product and sell it enthusiastically.
a

FINDINGS

I found the following facts during my training period:-

Marketing strategy of an organization is a combination of sales

promotion advertisement public relations and campaigns organized
by the organization .

Corporate relations are very important for an organization because

it builds a good image of company in corporate world.

Corporate sale is very important for a company because it

contributes a proxy 40% of total sale of company.

The processor of corporate sale in organization is very lengthy and

complicated.
 Honda is ranked no. 1 in automobile services in India due to
providing good services to customers.

It always target to upper segment in the market position.

Very different way of positioning of product in the market.

Always consist to the high branding.

SUGGESTIONS

I would like to give following suggestions for corporate sales in

Classic Honda:-

1) Target customers or area should be clear.

2) There should be more people to do visit in corporate world

or Industries.

3) Good incentive should be given to the employees who help

in making good relation with corporate customers.
.
4) There should be proper coordination between the sales and
corporate sales department in Classic Honda.. Because
information gathered by corporate sales department is
forwarded to sales department for further process.
 5) Marketing plan should be made for good relation in
industry.

6) There should be increament in the discount given to

corporate customers.

CONCLUSION

I learnt a lot from this entire project. It will provide me future

help in automobile market. And it will be very beneficial for
me. I studied the basics of sale and marketing strategy of
automobiles . In corporate sale , public relations are very
important. Sale the product of a company to another company is
corporate sale. The entire training period was very interesting. I
visited lots of companies to know about the prospective
customers. If the customers are interested in our offers then
further process is done. The experience gain from the entire
training period is very valuable and it contributed to develop
my knowledge.
 The working environment in classic Honda is very
cooperative and good facility are provided to the employees and
trainee.

BIBLIOGRAPHY

I calculated the data about project report from the following

sources:-

Marketing management: Philip Kotler

Principals of marketing: Ashok Sharma

Research Methodology

www.yahoo.com
 www.classichonda.co.in

www.ask.com

www.google.com

CORPORATE SALES

Corporate sales is the selling of goods or services where the primary customer is
another business entity.

Corporate sales are considered very profitable because they are large
sales & they result in strong relationship with the buyers

For example, DELL sells its computer and peripherals online to its customers. To
manufacture a single computer, it buys computer parts (e.g. motherboard, circuitry,
electronics) from different suppliers. As such, these suppliers engage in
CORPORATE SALES because it sells its products to Dell, which intends to use
the said products for business purposes.

Corporate Sales Strategies expertise, sales tools and ongoing support will provide you with
valuable resources and program management that guide you to achieve significant and
sustainable results. Our comprehensive and detailed approach ensures that you maintain
momentum and focus on your core business and not have to divert significant time, effort
or resources away from your current consumer sales initiatives