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Market Strategy Of Care Certification Pvt. Ltd


Presented By

Sumanta Bhunya
BBA 2008-2011
Reg. No-

Trident Academy of Creative Technology


Submited to the

Biju Patnaik University of Technology

Under the Guidance of
Prof. Nilima Das
Trident Academy Of Technology


I feel great pleasure for the completion of this project. At the very outset I
would express my sincere thanks and deep sense of gratitude to personnel who
helped me during the collection of data and gave me rare and valuable
guidance for the preparation of this report.
I take this opportunity to express my deep sense of gratitude and appreciation
to my Internal project guide Prof. Nilima Das
(Markting Faculty) for assistance, motivation, and being a continual source
of encouragement for me.
It has been an enriching experience for me to undergo my summer training at
Care Certification Pvt.Ltd, which would not have possible without the
goodwill and support my project guide for his timely guidance, cooperation
and encouragement.
I also express my gratitude towards my parents and sincere thanks to my
friends, well wishers for their encouragement and kind co-operation to
complete this report.

I, Sumanta Bhunya studying at TACT (Trident Academy of Creative

Technology),Bhubaneswar, solemnly declare that the project work titled- ‘’
Market Strategy of Care Certification Private Ltd ” was carried out by me at
Kolkata, in partial fulfillment of the BBA program(2008-11).

This program was undertaken as a part of academic curriculum according to

the University rules and norms and by no commercial interest and motives.It
has not been submitted previously for the award of any degree to any
other institution or published any time before .

Sumaunt Bhunya

This is to certify that Mr. Sumanta Bhunya of Trident Academy

of Creative Technology, bearing Reg No . has
successfully completed the project work titled “Market
Strategy Of ”Care Certification Private Limited in
partial fulfillment of requirement for the completion of BBA
course as prescribed by the Utkal University, Orissa.
This project report is the record of authentic work carried out
by him during the period from 28.07.2010 to10.09.2010.

He has worked under my guidance.

Name: Prof. Nilima Das
Project Guide-Internal



The BBA degree is well structured and integrated course of business studies. The main objective of

practical training at BBA level is to develop skill in student by supplement to the theoretical study

of business management in general. Industrial training helps to gain real life knowledge about the

industrial environment and business practices. The BBA program provides student with a

fundamental knowledge of business and organizational functions and activities, as well as an

exposure to strategic thinking of management.

In every professional course, training is an important factor. Professors give us theoretical

knowledge of various subjects in the college but we are practically exposed of such subjects when

we get the training in the organization. It is only the training through which I come to know that

what an industry is and how it works. I can learn about various departmental operations being

performed in the industry, which would, in return, help me in the future when I will enter the

practical field.
Training is an integral part of BBA and each and every student has to undergo the training for 45

day’s in a company and then prepare a project report on the same after the completion of training.

During this whole training I got a lot of experience and came to know about the management

practices in real that how it differs from those of theoretical knowledge and the practically in the

real life.

In todays globalize world, where cutthroat competition is prevailing in the market, theoretical

knowledge is not sufficient. Beside this one need to have practical knowledge, which would help an

individual in his/her carrier activities and it is true that “Experience is THE best teacher”.


Each and every journey has its own destination. Without destination there is no means of journey.

Similarly, every research has some prefixed objectives every step taken by the researcher during

research period is always directly or towards the objective.

The reason and purpose of this study is to find the gap between the theoretical and practical aspects

of business management. The study offers the opportunity to the student of the management to

develop the required skills and sight for making the best use of experience and judgment to

practical life. This study also completes the essentials formalities of our BBA degree.

Therefore, as far as my topic “Market Strategy of Care Certification” is concern the major

research objective can be cited as follows:-

• To care and contact with the working of an organization to see the different types of

marketing activities. The main emphasis is one the sales promotional aspect of the

organization and competitive advantage.

• To identity the potential customers of Care certification Private Ltd.

• To identify and analyses the water purifier provided by competing water purifier


• To study the present position Care certification Private Ltd. in kolkata

• To understand the problem Care certification Private Ltd. in kolkata

• To know the customer adaptability with the product

• To know about product price place promotion of Care certification Private Ltd. in kolkata

• To offer suggestion based on survey finding


Marketing strategy is a method of focusing an organization's energies and resources on a course

of action which can lead to increased sales and dominance of a targeted market niche. A marketing

strategy combines product development, promotion, distribution, pricing, relationship management

and other elements; identifies the firm's marketing goals, and explains how they will be achieved,

ideally within a stated timeframe. Marketing strategy determines the choice of target market

segments, positioning, marketing mix, and allocation of resources. It is most effective when it is an

integral component of overall firm strategy, defining how the organization will successfully engage
customers, prospects, and competitors in the market arena. Corporate strategies, corporate missions,

and corporate goals. As the customer constitutes the source of a company's revenue, marketing

strategy is closely linked with sales. A key component of marketing strategy is often to keep

marketing in line with a company's overarching mission statement.

'When you fail to plan, you're planning to fail,' holds a mountain of truth which explains that

without planning you cannot decide what you are trying to accomplish. It also explains difference

between a marketing strategy and a marketing plan. The minute you begin taking action any action

to generate sales, you have a marketing strategy and the action you take is your strategy. Only by

questioning yourself about the effectiveness of your current strategy can you open yourself to a

much more effective and profitable strategy.

The 45 days summer training is very important for a student of BBA. This type of study

gives some practical knowledge to BBA students and practical knowledge has more

relevance than theoretical knowledge for anyone.


I had done my project training in Care certification Private Ltd. In kolkata. This topic given to

me was regarding marketing strategy activities of the company. I collected information

regarding various aspect of Care certification Private Ltd. in kolkata i.e. product, price, place,

promotion. The study conducted by me has helped in enhancing my skill and thinking

The main scope of study is to ascertain the various methods to increase the sales volume of

the concern. The methods include regular information to the buyers creating a brand

position one of the important aspects of this study is also to increase the market segment

for the Care certification Private Ltd. in kolkata.

As a researcher, I had meet and try to disclose the expectation the retailers as well as of the

consumers with special reference to “Care certification Private Ltd. in kolkata”.

As a researcher, during this training period I had co-related my theoretical aspects into

practical one. After knowing the actual problems, now I am able to solve it in effective and

efficient manner.


“Marketing research is the systematic design, collection, analysts and reporting of data and

findings relevant to a specific marketing situation facing the company”. During the

Summer Internship Project period, information regarding data collection have informed

from the sales executive of , Care certification Private Ltd. In kolkata, and from the internal

guide, Trident Academy of creative Technology, Bhubaneswar. Primary data has collected

during the Summer Internship Project from the retailers and customer who were selling and

purchasing Care certification Private Ltd. in kolkata.

Conducting field and survey by taking to the retailers & customers who is using to deal

with the product of company and the methodology used in the survey was personal

observation and interview with the customers with the help of questionnaire.

Research design is a framework or blueprint for conducting the marketing research project

IT details the procedure necessary for obtaining the information needed to structure and/or

to solve marketing research problems.

The two general types of research are:

• Exploratory

• Conclusive

The objective of exploratory research is to provide insights into and understanding of the

confronting the researcher, the objective of conclusive research is to test specific

hypothesis and examine specific relationships.

There are two general type of conclusive research :

• Descriptive

• Causal


Data requires for the research work can be made available from the different sources, they

could be classified in to two groups.

• Primary Sources: Include living person, my survey primary sources constituted of

the retailers who used to deal with water purifier of different companies.

• Secondary Sources: Include already collected data whether published,

unpublished, such as official database, magazines and journals.

When a small group is taken as the representative of the whole, the study sampling study

sampling allows us to concentrate our attention upon to ensure tie information collected

from them is accurate. When the whole area or population of person is contacted the

method is known as census method. In my survey it was census method because I was an

assigned a job to do survey in kolkatta city area and to take feedback of all those person

who are using Care certification Private Ltd. In kolkata.


My sample size is of 100 samples.


The collection of data required though

• Questionnaire
• Personal Interview
• Observation


It is piece of paper with a set of questions related to the purpose of research, which is

presented to the respondent. The questionnaire used in my survey had close-ended



It is a process of communications or interaction in which generally two are involved and it

was a face-to-face interaction.

In my survey the questionnaire was presented before the respondent and response was thus

collected and it was face-to-face interaction.

When we look at the phenomenon with some objective it is, called observation. It is the

important techniques of data collection. This method was a SQ accompanying survey to

know the exact position or responses of the respondents.


The fieldwork carried out in a span of 45 days


As I was asked to carry on my vacation training, I found the following limitation

during my training periods. So I could not collect every information regarding my


• Shortage of time factor was one of the biggest constraints.

• Most stress was given on the primary data, as it was difficult to collect secondary

data from organization and customers.

• The biased view of the respondent.

• For the lack of my proper knowledge of project working, might have fallen short

of giving best.

• All types of consumer are not covered and converted

• The study is not free from limitation of accuracy & time

• Only 100 customer are surveyed

• The study is confined only in kolkatta

• Non cooperation of customer and staff

• Non availability of relevant data for given year

Company Profile

Care Certification Private Ltd is a global provider of management systems assessment,

certification in:

• ISO 9001:2008

• ISO 14001:2004

• ISO 22000:2005

• OHSAS 18001:2007

• ISO 13485:2003

• ISO 27001:2005

Care Certification Private Ltd is fully funded through charges that we make for the services

that we deliver. Care Certification Private Ltd offer certification and recognition of
management systems,Without bias, discrimination or prejudice.

Care Certification Private Ltd is promoted by industry professionals, the promoters are

committed to provide service to the Satisfaction of its customers in accordance with the

best national and international norms registration services to the customer in order to

recognize the necessity of system management through the value-added audit.

Care Certification Private Ltd performs all assessment and registration services with the

help of dedicated & experience Auditor’s conformance to the rules of the accreditation

according to International Norms. It is committed to provide equal opportunity to all the

applicants with highest regard to transparency, integrity, and confidentiality.

Care Certification Private Ltd is a world leader in quality, environmental, health, food,

information, medecine and safety management systems registration.

Care Certification Private Ltd internationally accredited in an extensive range of


Care Certification Private Ltd have completed thousands of registrations in management

system program.

Audits focus on customer satisfaction, business goals and objectives.

Care Certification Private Ltd one of the fastest growing Corporate Business in the world.

Care Certification Private Ltd bring real-world knowledge and practical experience to

auditing program.

Care Certification Private Ltd process is about making sure you meet internal business

goals and objectives, customer requirements, and conform to the standard.

they offer value-added auditing. their approach ensures that their audits focus on areas

important to their business.

Care Certification Private Ltd lead auditors are assigned to your organization.

 Our stringent auditor training and on-going evaluations ensure consistency of your


Marketing Strategy

Marketing strategy is a method of focusing an organization's energies and resources on a

course of action which can lead to increased sales and dominance of a targeted market

niche. A marketing strategy combines product development, promotion, distribution,

pricing, relationship management and other elements; identifies the firm's marketing goals,

and explains how they will be achieved, ideally within a stated timeframe. Marketing

strategy determines the choice of target market segments, positioning, marketing mix, and

allocation of resources. It is most effective when it is an integral component of overall firm

strategy, defining how the organization will successfully engage customers, prospects, and

competitors in the market arena. Corporate strategies, corporate missions, and corporate

goals. As the customer constitutes the source of a company's revenue, marketing strategy is

closely linked with sales. A key component of marketing strategy is often to keep

marketing in line with a company's overarching mission statement.

Basic theory:

1. Target Audience

2. Proposition/Key Element
3. Implementation

Tactics and actions

A marketing strategy can serve as the foundation of a marketing. 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 a well thought out series of tactics to make a marketing plan more

effective. Marketing strategies serve as the fundamental underpinning of marketing plans

designed to fill market needs and reach marketing objectives[5]. Plans and objectives are

generally tested for measurable results.

A marketing strategy often integrates an organization's marketing goals, policies, and

action sequences (tactics) into a cohesive whole. Similarly, the various strands of the

strategy , which might include advertising, channel marketing, internet marketing,

promotion and public relations can be orchestrated. Many companies cascade a strategy

throughout an organization, by creating strategy tactics that then become strategy goals for

the next level or group. Each one 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

Marketing strategies are dynamic and interactive. They are partially planned and partially

unplanned that details a company's marketing effort; also called action program, marketing

strategy. The marketing plan may be laid out for an individual product or for the entire

company and all its products. In either case, the plan specifies the marketing goals and

objectives to be achieved over a specific time period and then lays out the various strategies

to be followed in achieving them. It will also delineate the responsibilities for carrying out

the plan. The strategies will involve the proposed development of the product(s), the

definition of the target market(s), and the types of media and sales promotions to be used.

One of the most important concepts of the marketing planning process is the need to
develop a cohesive marketing strategy that guides tactical programs for the marketing
decision areas. In marketing there are two levels to strategy formulation:

• General Marketing Strategies

• Decision Area Strategies

These set the direction for all marketing efforts by describing, in general terms, how
marketing will achieve its objectives. There are many different General Marketing
Strategies, though most can be viewed as falling into one of the following categories:

• Market Expansion
• Market Share Growth
• Niche Market
• Status Quo
• Market Exit

General Strategies: Market Expansion

With this strategy marketers look to grow overall sales in one of two ways:

• Grow Sales with Existing Products – With this approach the marketer seeks to
actively increase the overall sales of products the company currently markets. This
can be accomplished by:

1. getting existing customers to buy more

2. getting potential customers to buy (i.e., those who have yet to buy)
3. selling current products in new markets.
• Grow Sales with New Products – With this approach the marketer seeks to achieve
objectives through the introduction of new products. This can be accomplished by:

1. introducing updated versions or refinements to existing products

2. introducing products that are extensions of current products
3. introducing new products not previously marketed.

General Strategies: Market Share Growth

This strategy looks to increase the marketer’s overall percentage or share of market. In
many cases this can only be accomplished by taking sales away from competitors.
Consequently, this strategy often relies on aggressive marketing tactics.

General Strategies: Niche Market

This strategy looks to obtain a commanding position within a certain segment of the overall
market. Usually the niche market is much smaller in terms of total customers and sales
volume than the overall market. Ideally this strategy looks to have the product viewed as
being different from companies targeting the larger market.

General Strategies: Status Quo

This strategy looks to maintain the marketer's current position in the market, such as
maintaining the same level of market share.

General Strategies: Market Exit

This strategy looks to remove the product from the organization’s product mix. This can be
accomplished by:

1. selling the product to another organization

2. eliminating the product the company's product offerings

Decision Area Strategies

These are used to achieve the General Marketing Strategies by guiding the decisions within
important marketing areas (product, pricing, distribution, promotion, target marketing). For
example, a General Marketing Strategy that centers on entering a new market with new
products may be supported by Decision Area Strategies that include:

• Target Market Strategy – employ segmenting techniques

• Product Strategy – develop new product line
• Pricing Strategy – create price programs that offer lower pricing versus competitors
• Distribution Strategy – use methods to gain access to important distribution partners
that service the target market
• Promotion Strategy – create a plan that can quickly build awareness of the product

Achieving the Decision Area Strategies is accomplished through the development of

detailed Tactical Programs for each area. For instance, to meet the Pricing Strategy that
lowers cost versus competitors’ products, the marketer may employ such tactics as:
quantity discounts, trade-in allowances or sales volume incentives to distributors.

A strong brand offers many advantages for marketers including:

• Brands provide multiple sensory stimuli to enhance customer recognition. For

example, a brand can be visually recognizable from its packaging, logo, shape, etc.
It can also be recognizable via sound, such as hearing the name on a radio
advertisement or talking with someone who mentions the product.
• Customers who are frequent and enthusiastic purchasers of a particular brand are
likely to become Brand Loyal. Cultivating brand loyalty among customers is the
ultimate reward for successful marketers since these customers are far less likely to
be enticed to switch to other brands compared to non-loyal customers.
• Well-developed and promoted brands make product positioning efforts more
effective. The result is that upon exposure to a brand (e.g., hearing it, seeing it)
customers conjure up mental images or feelings of the benefits they receive from
using that brand. The reverse is even better. When customers associate benefits with
a particular brand, the brand may have attained a significant competitive advantage.
In these situations the customer who recognizes he needs a solution to a problem
(e.g., needs to bleach clothes) may automatically think of one brand that offers the
solution to the problem (e.g., Clorox). This “benefit = brand” association provides a
significant advantage for the brand that the customer associates with the benefit
• Firms that establish a successful brand can extend the brand by adding new
products under the same “family” brand. Such branding may allow companies to
introduce new products more easily since the brand is already recognized within the
• Strong brands can lead to financial advantages through the concept of Brand Equity
in which the brand itself becomes valuable. Such gains can be realized through the
out-right sale of a brand or through licensing arrangements. For example, Company
A may have a well-recognized brand (Brand X) within a market but for some
reason they are looking to concentrate their efforts in other markets. Company B is
looking to enter the same market as Brand X. If circumstances are right Company A
could sell to Company B the rights to use the Brand X name without selling any
other part of the company. That is, Company A simply sells the legal rights to the
Brand X name but retains all other parts of Brand X, such as the production
facilities and employees. In cases of well developed brands such a transaction may
carry a very large price tag. Thus, through strong branding efforts Company A
achieves a large financial gain by simply signing over the rights to the name. But
why would Company B seek to purchase a brand for such a high price tag? Because
by buying the brand Company B has already achieved an important marketing goal
– building awareness within the target market. The fact the market is already be
familiar with the brand allows the Company B to concentrate on other marketing

We provide more detail on branding in the Managing Products tutorial with a special
emphasis on the strategies marketers follow in order to build a strong brand.