Summer training Report

Conducted on

“A Study on Marketing Mix

At

WORLDFA EXPORT Pvt.Ltd

In the partial fulfillment of requirements for the award of degree of

Bachelor of Business Administration 3- year programme

Session (2018-2019)

UNDER THE GUIDENCE:- SUBMITTED BY:-

MR. MAHENDER KUMAR SANCHIT

BBA(5th semester)

REG.NO.

ROLL NO.

SUBBMITTED TO

FACULTY OF BUSINESS STUDIES

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 DECLARATION

I, Sanchit Student of BBA IIInd year of HINDU COLLAGE,

Sonipat here by declare that the summer training report entitled
Study of “ MARKETING MIX” is an original piece of work & the
same has not been submitted to any other institute for the award
of any other degree. The training report was made on
date………………………under the suggestions given by the faculty
members were duly incorporated.

signature

regn no.

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 ACKNOWLEDGEMENTS
whose help and co-operation this project would have not been a success
I am greatly indebted to my project incharge MR. MAHENDER and entire MARKETING
team of WORLDFA EXPORT PVT.LTD. for providing me all the information in their
esteemed organization. Without their scholarly guidance, painstaking efforts and persistent
encouragement it would not have been possible for me to complete my project report .

I am extremely thankful to them, for providing me all the indispensable data regarding the
project along with their support. Their constant encouragement and appraisal has helped me a lot
in completing the project.

I also acknowledge the corporation extended to me by all the respondents and the staff members
without.

SANCHIT
BBA 5th SEM.

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 EXECUTIVE SUMMARY

The project on the topic “MARKETING MIX” was completed under the guidance of Miss.
Shilpa , Hindu Collage, Sonepat.

The research has been conducted with the following objectives:

• MARKETING department are carried out for sole purpose of building and maintaining
Analyzing customer behavior and measuring customer satisfactionship.
• Analyzing customer behavior and measuring customer satisfaction studies the
relationship within the organization .
• To get information that founds a relationship with the customer and mkt.

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 TABLE OF CONTENTS

Chapter no. Particulars Page no.

A) Certificate of the company
B) Declaration
C) Acknowledgements
D) Executive SumMarketingy
CHAPTER-1 Introduction to the project
• Significance of study

B) Objective of study
C) Review of Literature
D) Focus of study
E) Conceptualization
CHAPTER-2 Introduction to the Company
CHAPTER-3 Research Methodology
CHAPTER-4 Introduction to Analyzing customer
behavior & measuring customer
satisfaction
CHAPTER-5 Process of Analyzing customer behavior
& measuring customer satisfaction
CHAPTER-6 Approaches of Analyzing customer
behavior & measuring customer
satisfaction
CHAPTER-7 Data analysis& Interpretation
A)SWOT Analysis

B)Questionnaire analysis
CHAPTER-8 Findings of study
CHAPTER-9 Limitation of study
CHAPTER-10 Conclusion

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CHAPTER-11 Recommendations
CHAPTER-12 Annexure
CHAPTER-13 Bibliography

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 EXECUTIVE SUMMARY

I have prepared my summer training report on Marketing-Mix in WORLDFA EXPORT

PVT.LTD. The project prepared by me is divided into different time periods. I collected the
needed information from the various sources. And for this purpose I have visited the various
departments of the company. Thus, I can say that my study was not limited only to the preparing
of my project. I have visited the various departments of the company and learn about the
working of various departments. It is not possible to give all the working of various departments
of the company for some reasons so I am giving only the brief description about the departments
of the company.

My study in WORLDFA EXPORT PVT.LTD. Can be described as follows:-

1 I have spent 20 days in the marketing department to learn

about the working of the department and collected the needed
information required for my project.

2 I have spent 5 days in the other departments of the

organization to learn the working of those departments and how
the actual work takes place in those departments. I studied also
the objectives and how to achieve these objectives.

3 I have spent 5 days on to prepare questionnaire.

4 The General Manager of the company give me a project of

Product catalog. In this project I have to prepare the product

Catalog containing the information regarding the all the
Products of the company and their WORLDFA EXPORT PVT.LTD. part number and also
the Customer part number.

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 OBJECTIVES OF MY STUDY

My study aims to know how to increase the sale of WORLDFA EXPORT PVT.LTD.. For this
purpose I found the various plans so that the sale of WORLDFA EXPORT PVT.LTD. can be
increased. The are a long list of plans by adopting these sale of WORLDFA EXPORT
PVT.LTD. definitely increased.

Since, my project report is on Marketing-Mix. Marketing-Mix refers to all decisions

that promote the sale of company. In marketing-mix generally 4Ps are included-Product, Place,
Promotion and Price.

So, I studied these all and try to find out the best Marketing-Mix for the company.

The major objective of my study is how to increase the sale of products (WORLDFA EXPORT
PVT.LTD.) in the market. And along with this my personal objectives are also attached. These
are:-

1 Understanding of Practical work

2 Dealing with customers
3 Understanding of official environment
4 Improvement in communication skills
5 Understanding the marketing environment
6 Understanding of competitive environment
7 Understanding the corporate environment
8 Attend the meetings in the department
9 Understanding how project presentation is prepared

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 SIGNIFICANCE OF MY STUDY

This project is a wonderful experience for me. I have learned many things from this project. I
spent my 8 weeks for this project. The time spent with my trainer was very good and that time I
studied about the working of the Marketing Department. During this project I met with
employees of the organization and other persons working in the organization. This project is
grateful for me in the following manner:-

1 Working of Marketing Department

2 Increase in knowledge
3 Increase in the ability of doing work
4 Getting experience of doing work
5 Understanding how price is determined
6 It helps me while I will enter into the corporate
Sector
7 It is the starting point of my professional carrier
8 Increase in knowledge of related fields:- Example
- Purchase, Finance, H/R, Design, Quality,
Work group, Tool Room (Departments)
9 Knowledge of customer docket
10 Customer satisfaction – How to satisfy the
customers.
11 Customer feedback – How to take feedback from
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 Customers

12 Product development
13 Preparation of MIS
14 Preparation of costing
15 Preparation of PFS
16 Learn about WORLDFA EXPORT PVT.LTD. Group
17 Packing
18 Learning regarding distribution

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 COMPANY PROFILE

WORLDFA EXPORTS PRIVATE LIMITED is an Indian based company, which carries on the
business of buying, selling, importing, exporting, distributing and dealing in all kinds of
products, goods, commodities, consumer products, industrial products and readymade garments
and hosiery goods, engineering goods, machine tools, hand tools, small tools, metal alloys, iron
pipe, fitting, nuts, bolts, alloy, wood, timber and timber products, gems and jewelers, imitation
jewelers, plastics and plastics goods & raw materials thereof, rubberized cloth, food grains, dairy
products, soap detergents, pulses, leather garments, leather products, all related items in leather,
electric and electronics components and goods, iron & steel, aluminum, minerals, ferrous and
non-ferrous metal, stainless steel, jute and jute products, textile, cotton, synthetic, fiber, silk,
yarn, wool and woolen goods, handicrafts and silk artificial synthetics, shares and securities,
sugar, tea, coffee, fruits, nuts, cashew nuts, kernels, fodder bran, alcohol, beverages, grains,
paper, chemicals, perfumes, cement, spices, grain, factory materials, house equipments, rubber
and rubber products, coal, coal products and collator, fertilizers, agriculture products, computer
data materials, software, paints, edible and non-edible oils and fats, drugs, plants and machinery
goods, office equipments, hospital equipments, railway accessories, medicine, sugar &
sugarcane, automobile parts, consumer durables, dry flowers and plants, printing and other
products. The company has its registered office in the National Capital Territory of Delhi.
FEATURES

• 27 YEARS MANUFACTURING EXPERIENCE

• CAPACITY 800 CONTAINERS PER YEAR (CURRENTLY UTILIZING 80%

RESOURCES)

• SOCIAL ETHICAL AND TECHNICAL COMPLIANCE BY: SEDEX, ICS, BSCI

• SELF INSPECTION BY: WALMART, TESCO, ALDI etc.

• Overseas Representatives: USA, Australia, Germany, France, Brazil, UK, South Africa,
Hungry, Canada, Argentina, China, Spain, Mexico etc..

Why Worldfa:

• An ISO 9001:2008 complete manufacturing unit since 1986 Capacity of 30 million

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 pcs/800 containers. In house Q.A team of 12 members Self inspection permission by
Walmart, Tesco, Metro etc. In-House professional designing and packaging facilities.

Production Strength
Incorporated in 1986

• ISO 9001:2008 Manufacturing Unit

• Capacity of 20 million pcs/800 containers

• Cost efficient hydraulic & double action presses

• Advanced machinery for spinning, punching, fabrication,

• Encapsulation of cookware with latest brazing machine.

• Updated technology for projection, argon & seam welding.

• In-house powder coating, etching, printing, electroplating etc

• Specialized in powder coating done on tin and carbon steel material

Design Strength

• In-house & Overseas product designers

• Innovative and customized designs: practically & technically examined.

• Over 5000 products including kitchenware, tableware, flatware, barware,

• pet ware, decorative, utility items etc

• In house sampling division and mould development facility

• Graphic designers for stickers, colour boxes, customized pallets & PDQs,

• Packaging solutions etc.

Audits, Testings and inspections

• Social, ethical and technical compliant

• Customized audit solutions (FDA)

• Countrywide analysis, registrations, evaluation and authorization of products

• Safety certification & CPSIA Testing

• Labeling and packaging test

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 • Following QC manuals at pre, midline & final inspection with AQL 0.5,1.5,2.5,4 etc

• Product Traceability in production

• In-house testing’s like deep draw cupping test, composition test, drop test, box busting
test etc

• Outsource testing such as material composition using calibrated spectrometer, food

safety, lead and

• Cadmium free, dishwasher safe, FFGB, California Prop 65 etc.

Social Responsibilities

• Training, health awareness & social activities

• Organizing blood donation camps, funding old age homes and sponsoring

• Physically handicapped people

• Prevent global warming by using pollution free, proper ventilated & eco friendly

• Production, utilization of sunlight & fresh air in production

• Staff car pooling & CNG cab for workers

Rain water harvesting, solar heater & light etc.

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ABOUT WORLDFA EXPORT PVT LTD

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Since 1986, Worldfa Exports has been serving clients in a variety of Stainless Products. Our
services include everything from manufacturing of high grade utensils products to exporting for
overseas as well as for corporate. WFA is ISO 9001 accredited company. It is a compliant
factory-social, ethical, CT PAT & Technical. Exporting to 70 countries and shipping capacity of
over 600 containers per year. WFA has 22 years of experience in the field of Manufacturing and
exports. Stainless steel is one of the most durable and safe metal for household products. Our
design form follows function Quality product with competitive price Low overhead-fat free
factory. Steel is strong yet malleable; it takes the shape of the designer’s idea. We have 100%
Research and Development in-house.
Worldfa Exports Private Limited was registered at Registrar of Companies Delhi on 09 October,
2003 and is categorized as Company limited by Shares and an Non-govt company.
Worldfa Exports Private Limited's Corporate Identification Number (CIN) is
U51909DL2003PTC122571 and Registration Number is 122571.

Worldfa Exports Private Limited registered address on file is 5/5, EAST PUNJABI BAGH NEW
DELHI DL 110026 IN, New Delhi - 110026, Delhi, India.

Worldfa Exports Private Limited currently have 2 Active Directors / Partners: nd there are no
other Active Directors / Partners in the company except these 2 officials.

PRODUCT OF THE COMPANY

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Worldfa export pvt.ltd. Produce many type of product like wordfa steel (bar accessories, bath
accessories. Dinner set, kitchen pooja thali, shack sets, lemon sets etc). Worldfa textile (rugs, fast
selling items, etc). Worldfa puff (puff, multi puff).
WORLDFA STEEL

• BAR ACCESSORIES:- There are those

product which we use in bar, pub or any hotel etc. like

• KITCHEN:- These are those product which we use in kitchen area and useful
to daily life like product:-

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• LEMON SET:-

• DINNER SETS:- A set of dishes of the same pattern for use on the dinner-
table: as, a dinner-set of Limoges ware.

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 • POOJA THALI: - pooja thali basically use to when we need or where running
any festival.

WORLDFA TEXITILE

• RUGS: - A carpet is a textile floor covering typically consisting of an upper

layer of pile attached to a backing. The pile was traditionally made from wool, but,
since the 20th century, synthetic fibers such as polypropylene, nylon or polyester
are often used, as these fibers are less expensive than wool.

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 • FAST SELLINF ITEMS:- Her eye for a fast-selling line of goods had made
her invaluable and vitally necessary to any retailer who wanted to stay in profit.

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WORLDFA EXPORT PVT. LTD.

WORLDFA EXPORT PVT. LTD.

ESTABLISHED OF THE DATE 1986

NO OF THE CUSTOMER 1200- 5000

COMPANY TURN OVER $9999999 – $100 00 000

COMPANY NATURE WORLDWIDE

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Worldfa Exports Private Limited is a Private incorporated on 09 October 2003. It is
classified as Non-govt Company and is registered at Registrar of Companies, Delhi. Its authorized
share capital is Rs. 20,000,000 and its paid up capital is Rs. 11,454,000.It is involved in other
wholesale [Includes specialized wholesale not covered in any one of the previous categories and
wholesale in a variety of goods without any particular specialization.]

Worldfa Exports Private Limited's Annual General Meeting (AGM) was last held on 30
September 2016 and as per records from Ministry of Corporate Affairs (MCA), its balance sheet
was last filed on 31 March 2016.
Directors of Worldfa Exports Private Limited are Kalpana Gupta and Pramod Kumar Gupta.

Worldfa Exports Private Limited's Corporate Identification Number is (CIN)

U51909DL2003PTC122571 and its registration number is 122571.Its Email address is
account@world-fa.com and its registered address is 5/5, EAST PUNJABI BAGH NEW DELHI
DL 110026 IN , -

WORLDFA EXPORT PVT LTD WHY IS IMPORTANT THE REASONS IS

BELOW THE LINE:-

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SALES OF THE WORLDFA EXPORT PVT.LTD.
When we talk about the sales of the worldfa company the worldfa company increases his sales
every year. The worldfa company is Export Company the main motives of the company is to
export the product and sale it.

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Introduction

One of the basic functions of marketing is meeting consumer needs. A marketing manager must
accurately identify and fully understand these needs in order to create a product that fulfils a
specific need or to position a product in terms of a specific segment of the population. This is,
however, easier said than done. The manager who wants to position a product properly must
have a good description of the consumers targeted by the company and must also know why

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these consumers will or will not be loyal to a pharmacist.

First, behaviour in marketing cannot be expressed in the singular as if the only act were that of
purchasing. There are many important questions left unanswered if we do not ask who goes to a
pharmacy rather than a superstore

Second, even though the behaviour adopted at the time of making a decision is extremely
important, the manager who does not go beyond this point forgets the equally important and
varied behaviours surrounding the decision. This type of analysis can explain why a consumer
chooses to seek advice from a pharmacist rather than from other professionals. This is an
example of what is called "intertype competition

We also prefer the term "consumers", in the plural, since markets are composed of consumers
who do not have homogeneous needs. Speaking in the singular implies that somewhere there
exists a single average consumer representative of the entire market. In other words, speaking of
one consumer amounts to talking about everyone and no one in one breath.

The analysis of consumer behaviour given here is based on the assumption that consumers
always base their decisions on a certain amount of information. This information may be divided
into two categories: internal (previous experience) and external (type of product, word of mouth,
etc.) According to this assumption, a company could not effectively market a product without a
good understanding of the type of information consumers use to make purchasing decisions and
the way in which the information is perceived and used in other words, the decisionmaking
processes.

The processes involved in making a decision are greatly influenced by three major types of
variables: those related directly to consumers themselves; those related to the purchasing context
or situation; and those concerning the products or services being considered. These three
variables form the "basic triad." A large part of this chapter deals with the decisionmaking
processes adopted by consumers and the many ways in which the information they are apt to use
is actually processed.

which determines the consumer's motivation in purchasing a product. We then look more closely
at the notion of motivation and the individual variables in the main decisionmaking processes.

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The variables related to the purchasing situation will follow, and, lastly, we will see how a
consumer processes information before making a choice that then translates to a purchasing
behaviour.

IndividualProductSituation: The Basic Triad

One of the basic principles of consumer behaviour is the individual-product-situation triad. This
principle stipulates that the dynamics of a market, or even a market segment, can be understood
only if the consumer, the product purchased, and the purchasing situation are all taken into
consideration. Only then can the tremendous wealth and complexity of consumer behaviours be

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appreciated. If two consumers, for example, are loyal to their pharmacist, it would obviously be
tempting to think that they are similar and that their future behaviours will also be similar. Yet,
what if the first consumer is loyal because she firmly believes that she is better off by entrusting
only one professional with all her medical information and the other one only because it is more
convenient? In the first case, the consumer's decisionmaking process is closely related to the
quality of the relationship. If many consumers are sensitive to this factor, the pharmacist will
focus on a relationship marketing. If, however, as in the second case, the decisionmaking process
is related only to convenience and location, then the marketing strategy would have less to do
with the quality of services but rather with store location, opening hours and delivery policies.

These two cases reveal how the consumerproduct relationship can be different. As a result, any
strategy drawing on consumer loyalty would necessarily be different for each case.

In short, to understand how and why consumers behave as they do, their decisionmaking
processes and the various criteria they use must be studied. Indeed, these processes would be
difficult to explain without looking at the individual product and purchasing situation. These two
elements will be studied more closely below. Figure 1 outlines the main elements used in
analyzing consumer behaviours and may clarify the many ideas presented in the next few pages.

Motivation
It should be remembered when studying consumer behaviours that consumers will not consider
buying a product unless they are strongly motivated to do so. Although this may seem like plain
common sense, when forgotten it causes grief and frustration among retailers and professionals
alike. Motivation lies at the very heart of consumer behaviours.

Lewin probably describes motivation best. He considers it an imbalance between the consumer's
current and desired states. The wider the gap between the two states, the stronger the consumer's
motivation will be. This imbalance may stem from the consumer (e.g., a patient needs to fill a
prescription) or arise in a particular situation (e.g., a patient needs advice about a specific
posology). It may also be the result of promotion. More often than not, the consumer will not be
influenced by any stimulus, regardless of the pressures applied. Consumer motivation to buy a
product is largely related to previous experience and level of product involvement. These two
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variables have a tremendous influence on the nature of the decisionmaking process consumers
use.

Whether the product is a consumer good, or a service, the complexity of the decisionmaking
process varies according to the individual-product-situation triad. It should be emphasized that in
most cases there is a close link between how complex the decisionmaking process is and how
extensively the information is processed. In other words, the more complex the decisionmaking
process, the more diversified the consumer's information. For marketing managers, this
statement is crucial, since it suggests that their marketing mix is analyzed more closely when the
consumer is involved and the decision-making process is complex. In some situations, however,
the marketing manager is better off if the consumer does not want too much information. This
would be the case for a pharmacy that has a clientele with well-entrenched habits. On the other
hand, a pharmacy might want consumers to have as much information as possible in order to
understand why the service offered is superior to the competition's. In this case, customer
involvement, if present, becomes a real advantage.

Individual Variables
This section focusses on an analysis of five individual variables: consumer involvement in the
product offered, consumer experience, consumer sociodemographic profile, consumer
personality, and product benefits sought by consumers.

Involvement
Of all the consumer variables, consumer involvement is by far the most important. Even though
researchers in this area have defined involvement in different ways over the years according to
research trends popular at the time, the consensus is that the term may be understood as the
feeling of importance or personal interest associated with the product in a given situation.
Rothschild suggests the following definition: "Involvement is a state of motivation, arousal or
interest. This state exists in a process. It is driven by current external variables (the situation; the
product; the communications) and past internal variables (enduring; ego; central values) Its
consequents are types of searching, processing and decision making."

Involvement may therefore be considered a reflection of the importance of a specific product for
an individual in a given situation. Involvement may be structural or conjunctural that is, linked

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to the situation. One consumer may, for example, perceive any type of OTC products with a
constantly high level of involvement, whereas another may feel that level of involvement only in
a situation for example, when choosing a product for a sick child.

Whether involvement is related to an individual's interest in one product or an entire category of

products, involvement is largely a function of the risk that consumers associate with the purchase
or use of a product or service. The riskier the purchase or use of the product , the greater the
consumer's involvement. There are several types of consumer risks. They are not mutually
exclusive, although they may well exist independently. The main risks influencing the purchase
of a product are functional, economic, psychological, and social.

Functional Risk
In terms of medical, pharmaceutical or any health related products, functional risk has the most
impact on consumer behaviour. This type of risk may be defined as the possibility that the
product does not meet the consumer's expectations. This risk is common in the service and health
sectors, which usually do not allow consumers to test the product before buying. A consumer
can, however, reduce functional risk dramatically by seeking as much information as possible on
the service or drug to be bought. Pharmacist's opinion, advertising (which often reports clinical
studies), or friends' opinions may also reduce functional risk. Another way to reduce functional
risk is to go for "safe bets" or "sure things". This is where the confidence link between the
pharmacist and the patient becomes crucial. The advice thus exchanged, even when the drug is
prescribed, is a way to reduce a high functional risk. These examples reveal how a functional risk
can influence the consumer's decisionmaking process. The consumer can reduce the risk either
by seeking a lot of information or by turning to a known entity that requires less information. In
short, the higher the perceived risk, the greater the degree of involvement, and, as a result, the
more likely it is that the consumer will choose a decisionmaking process that lowers the risk.

Economic Risk
This risk is the easiest to understand: the more expensive the product or the service, the more
complicated the decisionmaking process. This relationship may be greatly attenuated by the
consumer's income level. Together with functional risk, economic risk explains, at least partially,
why some consumers prefer to subcontract their decision-making processes, even for OTC
products, to professionals.

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Psychological Risk
Psychological risk is frequently experienced in the consumption of medical products or
prescription drugs. It may be defined as the risk related to the purchase or consumption of a
product that does not correspond to the consumer's desired selfimage. Perhaps a consumer is
afraid to confront latent inner feelings and elects to not follow a prescription. Another consumer
who feels physically inadequate may prefer not to purchase an orthopedic aid. Like other forms
of risk, psychological risk increases the complexity of the consumer's decisionmaking processes.
Like for other forms of risk, a professional advice is needed but not always sought.

Social Risk
Psychological risk is related to the individual consumer's selfimage, whereas social risk is related
to the image others have of the individual. Naturally, this risk is not present for all consumers. In
fact, social risk is present only in cases in which the form of consumption is visible or the
consumers are sensitive to their environment.

Experience
Experience, like involvement, has an important impact on the complexity of the consumer's
decisionmaking processes. The broader the experience, the shorter the decisionmaking process.
Of course, this equation is automatic only if the previous experience was satisfactory. A negative
experience will reactivate a complex decisionmaking process, albeit negatively.

Experience affects the complexity of the decisionmaking processes that consumers use because
consumers categorize their previous experiences into subsets of possibilities that are known,
unknown, retained, or rejected. Figure 2 shows this classification process according to the model
presented by Brisoux-Laroche.

Figure 2: The Model of Ordering Possibilities

This model is particularly interesting in that it illustrates how consumers form their consumption
habits. In short, when a decision-making process generates some degree of complexity, positive
past experiences will serve as a simplifier. This is where loyalty to a pharmacy or a pharmacist
becomes a precious advantage.

Thus when a product requires a high degree of involvement and the consumer's experience is

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both substantial and satisfactory, the consumer develops a strong predisposition that acts upon
his or her perceptions.

Sociodemographic Variables
Among the variables influencing the decisionmaking process, sociodemographic variables are
probably the best known.

Sociodemographic variables have an impact on consumer behaviours because they determine the
intensity of existing risks for example, the influence of income on perceived economic risk.
Similarly, the degree of experience may be linked to age. In other words, although
sociodemographic variables do reveal consumer preferences for specific products, it is often
necessary to go beyond these variables for a full explanation.

Personality
Personality is the most intriguing yet least conclusive variable of all in terms of consumer
behaviours. Marketing experts would like to believe that a single consumer, given his or her
personality, will prefer certain type of store. However, these hypotheses are rarely backed by
empirical research.

Even though personality traits do not provide an exhaustive explanation of consumer behaviours,
they can be of some interest. Snyder suggests that some consumers tend to imitate peer
behaviour more than others, who tend to behave according to their own predispositions. This
trait, called "selfmonitoring" has a significant effect on the perceived social risk and, as a result,
influences the type of decisionmaking processes the consumer will use.

Benefits Sought
A consumer may wish to purchase or consume a given product for various reasons. For many
products, the nature of the decisionmaking process is largely a function of the benefits sought.
The consumer hesitating between four cold remedies could simply compare the various
possibilities by looking at the different attributes of each one as well as the proposed benefits.
This example will be seen again in detail in the next section on decisionmaking processes. The
benefits gained through the use of a product may vary from one consumer to the next. In this
sense, they are closely linked to the functional risk.

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The concept of benefits sought enables managers to understand the structure of the
decisionmaking process consumers use and thus how to select the elements of their marketing
mix. Nevertheless, an analysis of consumer benefits is valid only if consumers do actually
consider such benefits. This last statement may seem selfevident, but decisionmaking processes
do not necessarily derive from the consideration of their benefits. Moreover, consumers may not
even be able to express the benefits they want. This is especially true in the area of health related
services.

As a general rule, consumers consider the benefits offered by a product or a service when their
level of involvement is high. For these benefits to be considered, consumers must have both the
time and the ability to process information related to the decision. The customer must decide in a
cognitive and structured manner. This last point is particularly important in marketing
pharmaceutical and OTC products, which are very often unlike other products in that they target
the sensorial and emotional side of the consumer, rather than simply the cognitive side.

The Main Decision making Processes

The different elements examined so far provide the framework for an intelligent discussion of the
types of decision making processes that might explain a consumer's decision to purchase or
consume a health related product. It cannot be emphasized enough that one must understand the
processes used by consumers in evaluating the many products a pharmacy may offer. The better
we grasp these processes, the better our marketing strategies. Figure 3 details the main
decisionmaking processes used and some of the variables that characterize them.

In order to put all the pieces of the processes together, each one is described individually below.

Attitude
A decision making process based on attitude requires both tremendous experience and
involvement in the particular type of purchase. This process suggests that a consumer once had
to make a decision regarding the purchase of an OTC or the service of a pharmacist. The result
of this process beeing satisfactory, it has created a long-lasting positive attitude which in turn has
led to loyalty. Attitude represents a particularly effective mechanism, allowing the consumer to
reach a decision simply, quickly, and effectively using positive past experiences and the ensuing
personal judgment.

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Figure 3: The Main Decision-making Processes

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 SWOT ANALYSIS

WORLDFA EXPORT PVT.LTD. TYC Industries is a good company which has the good public
and market image. It has good opportunities for growth. The SWOT analysis of the WORLDFA
EXPORT PVT.LTD. TYC Industries can be described as follow:-

S – Strength W – Weakness
O – Opportunities T - Threats

STRENGTHS

 Right products, quality and reliability.

 Superior product performance vs. competitors.

 Brand Image.

 High degree of customer satisfaction.

 Good place to work

 Lower response time with efficient and effective service.

 Dedicated workforce aiming at making a long-term career in the field.

 Group Image

 Professionalism

 Low Price

 Good Testing Facilities

 Professional Management

 Very good image among customers

 Presence in all segments 4W, 2W, Tractors

 Wide Product Range

 Strong Customers Relationship

 Aggressive Approach to New Business $ Exports

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  Joint Ventures With World Leaders

 Marketing Network All Over India

 Strong Financials

WEAKNESSES

 Some gaps in range for certain sectors.

 Not popular in the international market

 Delivery-staff need training.

 Customer service staff need training.

 Processes and systems, etc

 Management cover insufficient.

 Sectoral growth is constrained by low unemployment levels and competition for staff

 High Cost of Some Products

 Financial Position

 Single Location

 Not so aggressive Business Plans

 Product Range

OPPORTUNITIES

 Profit margins will be good.

 End-users respond to new ideas.

 Could extend to overseas.

 New specialist applications.

- 34 -
  Could seek better supplier deals.

 Fast-track career development opportunities on an industry-wide basis.

 An applied research center to create opportunities for developing techniques to provide

added-value services.

 TELCO $ MARUTI

 Failure of Lumax

 Weakness of IJL and Lumax

THREATS

 Legislation could impact.

 Existing core business distribution risk.

 Retention of CSD staff critical.

 Vulnerable to reactive attack by major competitors.

 The cost of telecom and network infrastructure is much higher in India.

 Lack of infrastructure in rural areas could constrain investment.

 High volume/low cost market is intensely competitive.

 In North Failure of New Orders

- 35 -
 RESEARCH METHODOLOGY

DATA REQUIRED :

 Various suppliers like WORLDFA EXPORT PVT.LTD. operating in the region.

 Awareness of various brands among showrooms, distributors, customers.
 Expectation of the customer’s while purchasing lamps.
 Satisfaction of customer on various factors.
 Role of Middlemen.

DATA SOURCE: -

- 36 -
  Data currently available with the company.
 Showrooms
 Distributors
 Customers

1 Primary Data:- Primary data are those data which are

collected by the researcher at first time. It

does not involve any published source of
information.

Primary Data which included the input received from directly the employees through
questionnaire and interview.

2 Secondary Data:- Which are published in magazines,

newspapers and other sources of
information.

Secondary data from the HR manual, policy manuals, books and internet etc.

Method of collecting data

The method used by me to collect the information is the secondary source.

1) Questionnaire (Schedule) & Interview method

2) Survey and manuals of various departments

CHARACTERISTICS OF DATA SOURCE: -

- 37 -
  Showrooms: Dealing in the sale of Products..
 Distributors: People involved in providing & selling lamps.
 Customers: Companies own the products.
RESEARCH DESIGN

A research design is the specification of methods & procedure for acquiring the information
needed. This is overall operation pattern or frame work that stipulates information is to be
collected from which sources and by what procedure.

TYPES OF RESEARCH DESIGN: -

In my project work I used exploratory research, as it aim to answering question about sale, brand
availability, service quality, distribution pattern etc.

For conducting this study, Exploratory Research design was used, since: -

 It is natural.
 It is flexible.
 It is useful to find out the most likely alternatives.
 It is appropriate, when hypothesis have been established.

The objective of exploratory research is to find out new ideas, it is important to give respondents
to greatest freedom of response have conducted individually or in depth interview, by which
respondent asked to project themselves into a particular situation.

SAMPLING TECHNIQUE :

Non – probability,

- 38 -
SAMPLE SIZE :

 Distributor: 20
 Customers : 40

- 39 -
 ORGANIZATIONAL STRUCTURE
(MARKETING)

HEAD
MARKETING
RAJIV GHAI

LEADER LEADER LEADER

NORTH EXPORT DEBTOR,S WEST
RAKESH BUDGET RAJU
SINDWANI VARGHESE KAMBLE
VASHISHT

LEADER
SOUTH EXPORT
DEVENDER
VASHISHT
LEADER MEMBER MEMBER
MUL INDENT AND STENO
PARMOD SAINI DESPATCHPLANNING SUSHILA KARLA
TAJENDER SINGH

- 40 -
 FLOW CHART OF MARKETING ACTIVITIES

1 Receipt of Schedule
2 Preparation of Indent
3 Given to PPC (Production Planning and Control)
4 Receipt of Production Plan
5 Receipt of Material
6 Dispatch to Customers
7 Information to Customers
8 Receiving of RCIR (Receiving Come Inspection Report)
9 Payment Received
10 C form Received

QUALITY OF MARKETING DEPARTMENT

1 Minimize the number of ICN,s (Indent Change Note)

2 Attend customers complaints with in 48 hours
3 Implementation of all counter measures
4 No non-confirming report of internal and “5” Audit
5 CSG visits as per schedule (Customer Support Group)

- 41 -
 DELIVERY IN MARKETING DEPARTMENT

1 Submission of all MIS reports on target dates

2 Prepared and achieve cash plan
3 Preparation of production indent
4 Achieve of production indent
5 Achieve sales as per target
6 Timely delivery of consignment
7 No stoppage of customer production line

PRODUCTIVITY OF MARKETING DEPARTMENT

1 Achieve sales as per target

2 Collection of payment as per norms
3 Communicate production changes well in time
4 Minimize debtors more than 90 days

- 42 -
 COST OF MARKETING DEPARTMENT

1 Reduce unwanted paper work

2 Keep the value of debtors with in the norms
3 Minimize conveyance expenses
4 No delay in collection of payments
5 Reduce cost of communication

SAFETY OF MARKETING DEPARTMENT

1 Keep all files and registers in safe price

2 Maintain of electrical equipment well
3 Maintain the computers and printers well

MORALE OF MARKETING DEPARTMENT

1 Appreciation and recognition for quality work

2 Training to all employees on marketing concepts
3 Provision for employee welfare schemes
4 To do more Kaizens as per budget
5 Formation of quality circle

MARKETING MIX

The term “marketing mix” was first used by Prof. Neil Borden of Harvard Business School
According to him “all marketing decisions that promote the sale of a firm are called Marketing
Mix.”
Marketing mix denotes a combination of various elements which in their totality constitute a
firm’s “marketing system”. These elements include:-

● PRODUCT ● PRICE ● PROMOTION ● PLACE

- 43 -
 DEFINITIONS OF MARKETING-MIX

“The policies adopted by manufacturer to attain

success in the market constitute the marketing-mix”
►DR R.S Davar

“The firm’s task is to find the best settings for its marketing decision variables. The setting
constitutes its marketing-mix.”
► Philip Kotler

The seller/producer does mix of various policies with a mission to achieve success in sale of
product is called marketing-mix. Every seller does the mix of various factors (brand of goods,
value, packing, advertisement, distribution, research etc.) such way as to maximum profit can be
earned.
Actually, Marketing–Mix is a part of marketing strategy.
Two things are real under the marketing strategy:-
►Definition of market target
►Composition of marketing-mix

Marketing-mix is a combination of the devices by which the marketing objectives are achieved.

- 44 -
 ELEMENTS OF
MARKETING-MIX
FOUR P,s

PRODUCT PLACE PROMOTION PRICE

►PRODUCT ►DISTRIBUTION ►PERSONAL ►PRICE

PLANNING AREA SALE LEVEL
►VARIETY OF ►DISTRIBUTION ►ADVER ►PRICING
PRODUCT MEDIUM -TISEMENT STRATEGY
►CONSISTENCY ►LOCATION OF ►POPULARITY ►CONDITIONS
OF PRODUCT MEDIUM ►SALES OF CREDIT
PROMOTION
►STYLE ►TRANSPORTATION ►DISCOUNT
►BRAND ►BEARER AND
►PACKAGING ►INVENTORY CONCESSION
►ASSURANCE LEVEL ►ALLOWANCES
►LEVEL OF ►STORAGE

SERVICE PROMOTION
►STANDARI

- 45 -
 -ZATION
►OTHER PRICE
SERVICES PLACE

PRODUCT

IMPORTANCE OF MARKETING-MIX

The following benefits will accrue to the organization:-

1 Marketing-mix serves as the link between the business firm

and its customers. It focuses attention on the satisfaction
of customers.

2 Marketing-mix takes care of the needs of the customers, it

helps in increasing sales and earning higher profits.

3 Marketing-mix gives consideration to the various elements of

the marketing system. There is a balanced relation between
these elements.

4 Marketing-mix signifies that its four elements are closely

inter-related. Thus, product features, price, promotion, and
distribution of the product are all determined in an integrated
manner.

- 46 -
5 Marketing-mix facilitates meeting the requirements of
different types of customers. If the requirements of the
customers change. The marketing-mix will also be changed to
satisfy their requirements.

- 47 -
 MARKETING - MIX FOR DIFFERENT MARKETS

MARKETINGMIX CONSUMER COMMERCIAL

GOOD QUALITY VERY HIGH QUALITY

PRODUCT
PREFERABLY LINKS PROFESSIONAL USE REDUCES
WITH EQUIPMENT TECHNICAL RISKS
MANUFACTURER
LINKS WITH RENTAL WILLING TO SEARCH
OR EQUIPMENT
PLACE SALES FIRMS TECHNICAL KNOWLEDGE
VERY IMPORTANT REDUCES DIRECT MAIL
WORRIES
LOW ENOUGH TO LOW PRICES
PRICE ATTRACT BUT NOT TO
UNDERMINE QUALITY ESPECIALLY IF SOLD THROUGH
IMAGE DIRECT MAIL
MAIN MEDIA PLUS DIRECT MAILOR PESONAL
PROMOTION POINT OF SALE FOR SELLING TO DIRECT
QUALITY ACCOUNTS
REASSURANCE

- 48 -
 MARKETING STRATEGIES

Once the initial marketing objectives have been set, it is necessary to consider how they can be
achieved. The way that you go about achieving your marketing objectives is through marketing
strategies.
It is important to understand what strategy is and how it differs
from tactics. Strategies are the broad methods chosen to achieve specific objectives. They
describe the means of achieving the objectives in the time-scale required. They do not include
the detail of the individual course of action that will be followed on a day-by-day or month-by-
month basis: these are tactics. Strategy is the broad definition of how the objectives are to be
achieved, the action steps are tactics.

Marketing Strategies are the means by which marketing objectives will be achieved. They relate
to products, place, promotion and price.

1 Product – (a) Changing Product Mix

(b) Dropping, Adding and Modifying Products
(c) Changing Design, Quality or Performance

2 Price – (a) Changing Price, Terms or Conditions

(b) Skimming Policies
(c) Penetration policies
(d) Discount Policies

3 Promotion – (a) Changing Selling, Sales Force Organization

(b) Changing Advertising or Sales Promotion
(c) Changing Public relation Policy
(d) Decreasing Exhibition Coverage

4 Place – (a) Changing Channels

- 49 -
 (b) Improving Service

TYPES OF STRATEGIES

1 Defensive Strategies – Designed to prevent loss of

existing customers.

 Improve Company Image

 Improve Quality/Reliability of Products/Service
 Improve Reliability of Delivery Promises
 Repackage Product/Service
 Improve Performance of Product
 Improve Durability of Product
 Overcome Product Faults

2 Developing Strategies – Designed to offer

existing customers a
wide range of your
products or services.

 Increase Range of Sizes /Colors

 Increase Range of Services Offered
 Increase Range of extra Features
 Find Different Uses for Product
 Develop New Product
- 50 -
 Make Product for more environmentally friendly

3 Attacking Policies – Designed to generate business

through new customers.

 Change Pricing Policy

 Use New Sales Channels
 Find New Distribution Outlets
 Enter New Geographical Markets
 Enter New Industry Sectors

MARKETING STRATEGIES

1 Change Product Mix

► Offer only one product line

► Expand your product line to cover a wider market
► Develop separate products for different markets
► Make different versions of the products with different
names for different markets
► Acquire new products that complement existing products
through the acquisition of new companies

2 Drop, Add or Modifying Products

► Drop marginal products

► Develop new product to supersede old products
► Launch modified products
- 51 -
3 Change Design, Quality or Performance

► Establish a quality image through the development of

quality products
► Establish a reputation for innovation
► Create new uses for your existing product by improving
performance or by adding exclusive features
► Distinguish your product from your competitors in the
eyes of your customers

4 Standardize the Product

► Rationalize your product line

► Drop expensive extras

MARKETING STRATEGIES

Strategies for place may be described as follows:-

1 Change Channels

► Set up own distribution direct to stores

► Change distribution for area
► Increase number of warehouses for products
► Reduce to use of only one large warehouse

- 52 -
2 Improve Service

► Set up national service network

► Arrange service through major company with service
centers throughout the area

PROMOTION

A product manufactured by an institution can not be sold if the product is not promoted by the
managers. Promotion is made for more and more sale. Advertisement, personal sale and
popularity is resorted for this all.
Promotion consists of those activities which are done to
promote the products or services of a company. It refers to increase the sale of products and
services of a company. It consists of various methods which are adopted as to promote the
products and services of a company. In its scope following are included:-

1 Advertisement
2 Personal sale
3 Sales promotion
4 Popularity

DEFINITIONS

“Promotion consists of those activities that are designed to

bring a company’s goods and services to the favorable
attention of customers.”

►Masson and Ruth

“Promotion is an exercise in information, persuation and
influence.”

►William J. Stanton
“Promotion encompasses all the tools in the marketing-mix

- 53 -
whose major role is persuasive communication.”

►Phillip Kotler

Thus, promotion consists all of those methods and activities which are adopted to
introduce with the priducts or to increase the existing sale of the products and
services.

TYPES/METHODS OF SALES PROMOTION

A Dealer Sales Promotion schemes

B Consumer sales promotion schemes

1 Samples
2 Price off
3 Free goods
4 Premium
5 Demonstrations
6 Coupons discount
7 Installment offer
8 Quiz contest
9 Exchange offer
10 Money refund offer

- 54 -
11 Display of product

FACTORS AFFECTING PROMOTION-MIX

1 Availability of funds
2 Nature of product
3 Nature of market
◘ Concentration of market
◘ Kinds of customers
4 Life cycle of the product

MARKETING STRATEGIES
1 Change Selling/Salesforce Organization

► Strength sales organization

► Reorganize salesforce for particular area
► Introduce performance-related bonus scheme for
salesforce
► Recruit additional sales personnel
► Increase sales effort to increase sales to key

2 Change Advertising and Sales promotion

► Increase advertising for the product in specific markets

► Start new advertising campaign
► Introduce voucher scheme
► Offer incentives schemes to distributors
- 55 -
► Carry out mail shot
► Increase company image advertising
► Carry out high key product launch

3 Increase Exhibition Coverage

► Increase attendance and stand size at major industries

exhibition
► Use DTI assistance for overseas exhibitions
► Encourage overseas distributors to exhibit more and
supply equipment and personnel as support

PRICE

Price of a product or service is what the seller feels it worth, in terms of money, to the buyer.

“Price is that amount which is paid when a product is bought.”

“Price is the exchange value of goods or

services in terms of money.”

Fixing of price for the items/products and services depends on the self desire of the institution.
Pricing policy for a product should be made by keeping in mind the objectives of the institution.
The objectives related to the pricing policy of an institution:-

1 Skimming the market cream

2 Price stabilization
- 56 -
 3 Market share
4 Market penetration etc.

The following factors are kept into mind while determining the price of a product:-
1 Pricing Policy
2 Pricing Strategy
3 Conditions of Credit
4 Concession and Discount
5 Allowances

COMPONENTS OF PRICE

The cost and profit jointly make the price. The price taken for any product or goods has
following three components:-

1 Original cost
2 Preparation cost
3 Profit margin

◘ Service expenses
◘ Marketing expenses
◘ Administration expenses

FACTORS AFFECTING PRICING DECISIONS

Price policy decisions are mostly based on the cost of the products. The cost is said a principal
segment of the price. The price is not only influenced by the cost but also numerous factors like
the market, activities of the rival, the law, the economic conditions etc. influence the
determination of the price.

- 57 -
FACTORS

Controllable Non- Controllable Legislation Economic

Factors or Factors or Conditions
Cost/Internal Market/External

1 Production 1 Product Differentiation

Costs 2 Purchasing Pattern of Consumer
2 Marketing 3 Elasticity of Demand
Costs 4 Characteristics of Market
3 Contribution 5 Competition
to Over Head 6 Trade Customs
Expenses 7 Distribution Channel

- 58 -
 MARKETING STRATEGIES

1 Change Price, Terms or Conditions

for Particular Product Groups in
Particular Market Segments
► Price product low and obtain maximum profit on spare
parts
► Price product high and use low mark up on spare parts
► Use different prices and different price lists for different
markets
► Devise strategy to meet specific pricing policies of
competitors
► Set price at 10% below market leader

2 Skimming Policy

► Set price of new product at a level 30% above previous

products
► Sell on new revolutionary design features and benefits
► Be prepared to reduce price as volume increases if
competitors enter market

3 Penetration Policy

► Set low price for new product to discourage competitors

from entering market
► Increase turnover to level where product becomes
profitable at this price level

- 59 -
4 Discount Policies

► Offer quantity discount to encourage larger unit purchases

► Offer retrospective discount based on the level of
purchases this year
► Offer discount level for next year based on level of
purchases this year

- 60 -
 QUESTIONAAIRE

Q.1 Do you deliver the WORLDFA EXPORT PVT.LTD. products in the market?

no. of respondents %

yes 16 80
no 4 20

90
80
80
70
60
50
40
30
20
20
10
0
1 2
Series1 80 20

Series1

Interpretation:- From the above discussion it can say that most of

the dealers are involved in deliver the products of

- 61 -
 WORLDFA EXPORT PVT.LTD. Industry. Estimated near about
80%
distributor are delivered the WORLDFA EXPORT PVT.LTD.
products in
the market.

- 62 -
Q.2 Is WORLDFA EXPORT PVT.LTD. products easily available to you?

no. of respondents %

yes 8 40
no 12 60

70
60
60
50
40
40
30
20
10
0
1 2
Series1 40 60

Series1

Interpretation:- WORLDFA EXPORT PVT.LTD. is supplying their products to the

OEM and
SML. So the distributors are not easily get the
products of WORLDFA EXPORT PVT.LTD.. It can say that nearly
40%
dealers get the products easily and other are not
getting the products easily.
- 63 -
Q.3 What is the present distribution channel of WORLDFA EXPORT PVT.LTD.?

no. of respondents %

OEM 16 80
SML 4 20

20

80

1 2

Interpretation:- The major supply of WORLDFA EXPORT PVT.LTD. Industry is

towards the OEM (Original Equipment Manufacture) and to the SML (Switch
Master Limited).

Q.4 Presently which channel you are using?

- 64 -
 no. of respondents %

Direct from company 0 0

Wholesalers 2 10
Agent 0 0
Selling association 0 0
SML 16 80
Others 2 10

90 80
80
70
60
50
40
30
20 10 10
10 0 0 0
0
1 2 3 4 5 6

Series1

Interpretation:- Presently most of the distributors are getting

products from SML. Nearly about 80%.

Q.5 What type of distribution channel you want?

- 65 -
 no. of respondents %

Direct from company 2 10

Agent 2 10
Wholesalers 1 5
Selling association 9 45
SML 5 25
Others 1 5

5 10

10

25
5

45

1 2 3 4 5 6

Interpretation:- Estimated 45% distributors are interested to

receive the products through selling association
of the company. Because it the cheapest way to
get the products at proper price.
Q.6 From which medium you want the delivery of products?

- 66 -
 no. of respondents %

air 2 10
sea 4 20
road 12 60
other 2 10

10 10

20

60

1 2 3 4

Interpretation:- Distributors are interested to receive the

delivery of products through road. 60%
distributors are interested in this channel.
Q.7 Which type of media you are using to provide the products to
- 67 -
 customers?

no. of respondents %

direct sale 4 20
retailers 8 40
agent 4 20
others 4 20

20 20

20
40

1 2 3 4

Interpretation:- Distributors are adopted different methods for

different types of customers.
Q.8 What are the distribution channel your competitors using?
- 68 -
 no. of respondents %

Direct from company 2 10

Wholesalers 2 10
Agent 4 20
Selling association 10 50
SML 0 0
Others 2 10

0
10 10
10

20
50

1 2 3 4 5 6

Interpretation:- They are mostly using the selling association.

Q.9 Have you ever used any type of promotion scheme?

- 69 -
 no. of respondents %

Yes 6 30

No 14 70

80
70
70
60
50
40
30
30
20
10
0
1 Series1 2

Interpretation:- 70% distributors had used the promotion

Schemes and 30% had not used this.

- 70 -
Q.10 Who bears the promotion expenses?

no. of respondents %

distributor 4 20
company 16 80

20

80

1 2

Interpretation:- Most of the promotion expenses are paid by the company.

- 71 -
1. Awareness of various brands in the market?

Findings: -

AWARENESS NO. OF CUSTOMERS %AGE

YES 16 32
NO 34 68

YES
32%

NO
68%

- 72 -
Interpretation: -

Most of the customers are not aware of various brands of lamps in the market.

- 73 -
2. Awareness of WORLDFA EXPORT PVT.LTD. product in the
market?
Findings: -

AWARENESS NO. OF %AGE

RESPONDENTS

YES 13 26
NO 37 74

YES
26%

NO
74%

- 74 -
Interpretation: -

Majority of the customers are not aware of WORLDFA EXPORT PVT.LTD.

lamps in the market.

- 75 -
5. Factors considered while purchasing pooja thali ?

Findings: -

VARIOUS RESPONDENTS %AGE

FACTORS

QUALITY 12 24
PRICE 36 72
WARRANTY 2 4

- 76 -
 QUALITY
24%
WARRANTY
4%

PRICE
72%

Interpretation: -

About 4/5th of the customers consider price while purchasing lamps.

- 77 -
6. Ratings given to WORLDFA EXPORT PVT.LTD. pooja thali ?

Findings: -

RATINGS NO. OF %AGE

RESPONDENTS

VERY GOOD 6 12
GOOD 3 6
AVERAGE 4 8
NOT AWARE 37 74

- 78 -
 VERY GOOD
12% GOOD
6%

AVERAGE
8%

NOT AWARE
74%

Interpretation: -

About 4/5th of the customers are not aware of WORLDFA EXPORT PVT.LTD.
pooja thali.

- 79 -
7. Customer’s key parameter while purchasing pooja thali?

Findings: -

PARAMETER NO.OF RESPONDENTS %AGE

QUALITY 8 40
PRICE 12 60

QUALITY
40%

PRICE
60%

- 80 -
Interpretation: -

Price is the most influencing factor while purchasing pooja thali.

LIMITATIONS

1. Sample size which was taken, was very short for the total potential.

2. Non co-operation of the respondents to respond in the right manner.

3. The research work was conducted in Sonepat city hence finding can’t be generalized for
the whole market.

4. The time for the study was limited so I can not study my project in a large way.

5. The other members of the marketing department were busy so that they can not give their
support and time to me.

6. Workstation and PCs were not available which led to increased time and effort in
completion of project.

7. One of the major problem faced was to get the questionnaire filled.

8. Since Attrition is a sensitive and furtive issue for the Company, I was not given access to
all the data related to attrition.

- 81 -
 CONCLUSION

From the all above discussion in cay say that WORLDFA EXPORT PVT.LTD. is the best
company in the automotive sector. It has the advanced technology. It manufactures a large range
products in the automotive sector. In some sector this company has the biggest SOB (Share of
Business) and in other sector it has nearly about 50-60% share of business.

I have studied the working of this and what is the process of manufacture a product and
this company apply the best quality measures.

The SWOT analysis of the company tells us that the company should try to take the
benefits from its Strength and opportunities and try to overcome from its weaknesses and threats.

At the last I want to conclude my topic by saying that WORLDFA EXPORT PVT.LTD. has
good public image and corporate image. The strength and opportunities for this company are

very large. So it should try to take the benefits from these.

- 82 -
IN THE CASE OF DISTRIBUTORS AND CUSTOMERS

 HI-LUX and Local pooja thali are preferred due to low price.

 Due to various reasons distributors are not able to get the products at the right time

 There are a lots of problems faced by the distributors. For example there are not a proper
channel of distribution.

 WORLDFA EXPORT PVT.LTD. products are not available easily in the market because
they supply only to the OEM and SML.

 Mechanics who do not keep WORLDFA EXPORT PVT.LTD. lamps due to following
reasons: -

 High Price

 Low Margin

 Low Awareness

 Poor Replacement Policy

 More than half of the respondents (Mechanics) not having WORLDFA EXPORT
PVT.LTD. pooja thali are willing to buy WORLDFA EXPORT PVT.LTD. pooja
thali, if the problem of price and replacement are solved.

 Most preferred brand of pooja thali is HI-LUX.

 Most of the respondents (Customers) are not buying WORLDFA EXPORT PVT.LTD.
pooja thali due to unawareness of various brands of pooja thali in the market.
- 83 -
 The price of the WORLDFA EXPORT PVT.LTD. products high due the advanced
technology and quality standards so customers are going towards the local products due
to low price.

- 84 -
RECOMMENDATIONS

 WORLDFA EXPORT PVT.LTD. enjoys a good image in the eyes of Mechanics, but
Mechanics are not satisfied with the supply provided by the company.

 Mechanics don’t make any significant effort to change the brand asked by the customer
because the supply and price of lamps are not satisfactory. Hence, their margin should be
increased so that they will also take interest in pushing the WORLDFA EXPORT
PVT.LTD. lamps.

 Customers are not satisfied with the price of lamps. Hence, price off should be
introduced.

 Customers demand quality most.

 Customers demand quality products but to adopt quality standards and maintain quality
results as the higher price so WORLDFA EXPORT PVT.LTD. try to minimize the cost
of products.

 WORLDFA EXPORT PVT.LTD. products are not easily available in the market so
WORLDFA EXPORT PVT.LTD. should adopt a good distribution channel so that
products are reached in the market easily.

 WORLDFA EXPORT PVT.LTD. are producing quality products but the cost of these
products are high and so that customers prefer the low price products. For this
WORLDFA EXPORT PVT.LTD. should create awareness their quality products in the
market.

- 85 -
 To create awareness of their products WORLDFA EXPORT PVT.LTD. should adopt the
various promotion schemes like discount etc.

 WORLDFA EXPORT PVT.LTD. should also adopt the strategies according to the
competitors reactions

- 86 -
QUESTIONNAIRE FOR DISTRIBUTORS

Q.1 Do you deliver the WORLDFA EXPORT PVT.LTD. products in the

market?

YES NO

Q.2 Is WORLDFA EXPORT PVT.LTD. products easily available to you?

YES NO

Q.3 What is the present distribution channel of WORLDFA EXPORT

PVT.LTD.?

Q.4 Presently which channel you are using?

Q.5 What type of distribution channel you want?

Easily Sometimes

- 87 -
 Not Available

Q.6 From which medium you want the delivery of products?

Q.7 Which type of media you are using to provide the products to
customers?

Q.8 What are the distribution channel your competitors using?

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Q.9 Have you ever used any type of promotion scheme?

Q.10 Who bears the promotion expenses?

QUESTIONNAIRE FOR CUSTOMERS

1. Are you aware of various brands of pooja thali available in the market?

YES NO

2. Are you aware of WORLDFA EXPORT PVT.LTD. pooja thali in the

market?

YES NO

3. Which brand of pooja thali you prefer most?

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4. Is there any role of Mechanics for the replacement of pooja thali?

YES NO

5. What factors do you consider while purchasing pooja thali?

Quality Price

Warranty Any Other

6. If you are using WORLDFA EXPORT PVT.LTD. pooja thali, What is

your ratings?

Very good Good

Average Not Aware

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BIBLIOGRAPHY

1. Marketing management by Philip kotler

2. Research methodology by C.R. Kothari
3. Newspapers
4. Annual reports of WORLDFA EXPORT PVT.LTD.
5. Manual of various departments
6. Company magazines

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