A PROJECT REPORT ON STUDY OF SALES PROMOTION TECHNIQUES USED BY PATNI AUTOMOBILE FOR BAJAJ BIKE IN NAGPUR CITY (M.S.

) (2012 to 2013)
IN PARTIAL FULFILLMENT OF MASTERS DEGREE IN MASTER OF BUSINESS ADMINISTRATION RASHTRASANT TUKADOJI MAHARAJ NAGPUR UNIVERSITY, NAGPUR (M.S.) SUBMITTED BY:Mr. AJAY L. IKHAR (ROLL NO:-MB11028) MBA II Year UNDER THE GUIDANCE OF Mr. VASU RAO Assistant Professor D.M.S. K.I.T.S. RAMTEK (2012-2013)

DEPARTMENT OF MANAGEMENT STUDIES, KAVIKULGURU INSTITUTE OFTECHNOLOGY & SCIENCE, RAMTEK 441 106, DIST: NAGPUR (M.S)

KAVIKULGURU INSTITUTE OF TECHNOLOGY & SCIENCE, RAMTEK 441 106, DIST: NAGPUR (M.S.)
Ref. No.: DMS/MB11028 Reg. No.: RTMNU/A9/ 39448 Ph. No. (07114) 255309 Fax No. (07114) 255236 Email: kits_ngp@sancharnet.in

CERTIFICATE This is to certify that this is a bonafide record of project work entitled

STUDY OF SALES PROMOTION TECHNIQUES USED BY PATNI AUTOMOBILE FOR BAJAJ BIKE IN NAGPUR CITY (M.S.) (2012 to 2013)
Carried out by Mr. AJAY L. IKHAR (ROLL NO:-MB11028) Student of the MASTER OF BUSINESS ADMINISTRATION course During the academic year 2012-13 In partial fulfillment of the requirement of the Master Degree of MASTER OF BUSINESS ADMINISTRATION offered by the R.T. M. Nagpur University, Nagpur. MR.VASU RAO PROJECT GUIDE Dr.BHASKAR PATEL DIRECTOR

DEPARTMENT OF MANAGEMENT STUDIES K.I.T.S, Ramtek- 441106

Ref. No.: DMS/MB11028 Reg. No.: RTMNU/A9/ 39448

Ph. No. (07114) 255309 Fax No. (07114)255236 Email:kits_ngp@sancharnet.in

CERTIFICATE
I hereby declare that this project work titled,

STUDY OF SALES PROMOTION TECHNIQUES USED BY PATNI AUTOMOBILE FOR BAJAJ BIKE IN NAGPUR CITY (M.S.) (2012 to 2013)
is submitted in partial fulfillment of the degree of MASTER OF BUSINESS ADMINISTRATION Embodies the result of the confide research carried out by Mr. AJAY L. IKHAR I find the work comprehensive, complete and of sufficiently high standard to warrant this presentation for examination. I further certify that the work has been carried out under my guidance and has not been submitted earlier for any degree or diploma examination. Place: KITS, Ramtek Date: MR.VASU RAO (PROJECTGUIDE)

Department of Management Studies, K.I.T.S., Ramtek- 441106

DECLARATION
I, Mr. AJAY IKHAR, hereby declare that the Project Report entitled

STUDY OF SALES PROMOTION TECHNIQUES USED BY PATNI AUTOMOBILE FOR BAJAJ BIKE IN NAGPUR CITY (M.S.) (2012 to 2013)

is submitted by me for the partial fulfillment of MBA at Kavikulguru Institute of Technology & Science(KITS), Ramtek. This report is an original work prepared/done by me and it has never been submitted to any university/institution for the award of any degree/diploma.

Place: KITS, Ramtek

Mr. AJAY L. IKHAR

Date:

Email:ikharramtek@gmail.com

PROPOSAL ENROLLMENT NO. NAME OF THE INSTITUTION

RTMNU/A9/ 39448

Kavikulguru Institute of Technology & Science, Ramtek

NAME ADDRESS

Mr. AJAY L. IKHAR Nehru Ward, Ramtek. Di- Nagpur

TITLE OF THE PROJECT

STUDY OF SALES PROMOTION TECHNIQUES USED BY PATNI AUTOMOBILE FOR BAJAJ BIKE IN NAGPUR CITY (M.S.) (2012 to 2013)

SUBJECT AREA

MARKETING MANAGEMENT

NAME OF THE GUIDE

Mr. Vasu Rao

Signature of the Student Date:

Signature of the Guide

FOR OFFICIAL USE ONLY

Approved Date: Dr. Bhaskar Patel Signature of Director

PREFACE
In this age of globalization hyper competition has become a regular feature. Today the markets are no less than battlegrounds and one has to strive very hard for survival and growth.

This research work was undertaken with a view to getting acquainted with the real life of an organization and the working environment in marketing department, what we study in the books to know did the company follow the same procedure. What is exactly the working style of the organization and also to relate the conceptual framework of Sales promotion practices in PATNI AUTOMOBILE FOR

BAJAJ BIKES
Changes in the global economy, the product image and brand preference of Indian customer has changed from traditional model of loyalty to that of new model of sheer value. For retention of such customer, marketer use sales promotion as a major tool. Due to the development in the technology, product look nearly same .It is not possible to the marketer to differentiate their product on the basis of quality, feature, price etc. Hence the sales promotion play crucial role in the marketing.

In this project more emphasize given to the various techniques of sales promotion and its impact on sales of products. Actually in recent trend various techniques become victim of clutter, even though it can be eliminated by generating innovative and more attractive techniques to lure the customers.

It remained a good experience on the part researched as now researcher is able to learn some real life situation of business in this globalization. The researcher hopes that the study research will enable the reader to gain such crucial information intended for knowledge.

Mr. AJAY L. IKHAR Email:ikharramtek@gmail.com

ACKNOWLEDGEMENT
I have taken efforts in this project. However, it would not have been possible without the kind support and help of many individuals and organizations. I would like to extend my sincere thanks to all of them. I, AJAY L. IKHAR, student of K.I.T.S. Ramtek (Department of Management Studies) extremely grateful to PATNI AUTOMOBILE for inspiring me to do the study on the particular topic entitled Study of sales promotion techniques used

by PATNI Automobile for Bajaj bike in Nagpur city (M.S.) (2012 to 2013)
At this juncture I feel deeply honored in expressing my sincere thanks to all dealers for understanding my research work & providing valuable information to me which is needed & leading to the successful completion of my project. I express my gratitude to Dr. Bhaskar Patel, Director, Kavikulguru Institute of Technology and Science. The blessing, help and guidance & inspiration given by him time to time shall carry me a long way in the journey of life on which I am about to embark. I take this opportunity to express my profound gratitude and deep regards to my guide Mr. Vasu Rao & Mr. Sohail Khan , faculty, D.M.S., K.I.T.S, RAMTEK for his exemplary guidance, monitoring and constant encouragement throughout the course of this project. I would also like to thank all the faculty members of D.M.S., K.I.T.S.,RAMTEK for their valuable support, advice and guidance. They never refused me to help as I am not doing project under them. Lastly, I thank almighty, my parents, seniors and friends for their constant encouragement & support. Mr. AJAY L. IKHAR Email:ikharramtek@gmail.com

CHAPTER PLAN
Sr.No Chapter Page No. Executive summary 1 Introduction 2.1 Sales Promotion Concept 2 3 4 5 Company profile Research Aim, Objectives& Reason for selecting the topic Literature review Research Methodology 5.1 Research method 5.2 Research approach 5.3 Sample plan 5.4 Source of data collection 6 7 8 9 Data analysis and interpretations Conclusions Suggestions Limitations & Future Research Scope Bibliography Annexure 50 77 79 81 83 86 27 37 39 43 9 11

EXECUTIVE SUMMARY

EXECUTIVE SUMMARY
Sales promotion being one of the important tool used by marketer to promote its product in the market. More than any other element of the promotional mix (advertising, personal selling, publicity, direct marketing), sales promotion is about action. It is about stimulating customer to buy the product. It acts as a competitive weapon by providing an extra incentive for the target audience to purchase or support one brand over another.

This project is undertaken to know the sales promotion techniques used by PATNI Automobile for its dealers. This project explores the sales promotion techniques which creates impact on dealers with reference to Nagpur city.

At the beginning of this project researcher give brief information about the concept of sales promotion & about the company. Then after concentration is given to the primary research it includes the analysis and results of survey which was focuses on effectiveness of sales promotion techniques. The survey was conducted with the help of structured questionnaire. At last conclusion of report, findings and suggestions was given based on study of secondary source as well as primary research.

There were some limitations while doing the project. The data was collected by personal interviews of the respondents with the help of structured questionnaire. It was very challenging to fill up the questionnaire because every dealer was busy in work and hence they refused to give time and answer for the questions. Objectives of the Study To understand the concept of sales promotions. To study the different sales promotion schemes used by PATNI automobile for Bajaj bike. To study the impact of sales promotion on sales of PATNI automobile.

CHAPTER 01

INTRODUCTION

Sales promotion is a key ingredient in marketing campaigns. Sales promotion consist of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker or consumers or the trade. Whereas advertising offers a reason to buy, sales promotion offers an incentive to buy, sales promotion includes tools for consumers promotion (tour, coupons, free display material, premiums, prizes, rewards, free trials, warranties, tie in promotions, cross promotions, point of purchase display and demonstration); trait promotion (prices off, advertising and display allowances, and free goods). Sales promotion tools are used by most organizations, including manufactures, distributors, retail or stared associations, and non profit organizations. The sales promotion has very important it pulls customer or can be push by the manufacturer, distributors, dealers by offering inducement to the customer, retailer, dealer, distributor etc. sales promotion have short term gains of increasing sales and its effect is also temporary. Patni Automobile is the authorized dealer for Bajaj Auto Ltd. in Nagpur city. Patni automobile is uses several sales promotion techniques to increase the sales of the Bajaj bikes. To increase sale of the bikes it is not sufficient to provide the benefits to the customer only there should be need to provide extra benefits to the peoples who make product (bike) reach/available to the customers hence Patni automobile gives more emphasis on the dealers and try to satisfy its dealers by providing extra benefit and hence it gives more focus on dealer (trade) sales promotion techniques. greater purchase of a particular products or services by

MARKETING MIX
Marketing mix is the set of marketing tools that a firm uses to pursue its marketing objectives in the target market. McCarthy has popularized a four factor classification of marketing tools known as the 4Ps of the marketing mix.

MARKETING MIX

PRODUCT

PRICE

PLACE

PROMOTION

Fig- MARKETING MIX

These are the four basic pillar of marketing mix. Most of the marketing strategies are built on the basis of these criteria. Promotion is one of the important elements of marketing mix. PRODUCT: Product is anything which satisfies needs and wants of the customer, it may be tangible (goods) or intangible (services). It deals with new product development, product life cycle, product mix, product lines, branding and associated services to a product. From the customers point of view, it helps in satisfying the customers needs and wants. PRICE: Price is the monetary value of the product. Price deals with selecting the pricing objectives, setting the price, discounts, allowances, payment policies and credit terms. It is very important to the customers as it decides the cost the customer has to pay to gain the product value. PLACE: This marketing tool stands for the various activities the company undertakes to make the product accessible and available to the customer. It involves market size,

channel selection and management, storage and physical distribution with the ultimate purpose of efficiently supplying the companys offer to the target market. PROMOTION: Promotion stands for various activities the company undertakes to communicate and promote its products to the target market. It involves communication programs i.e. direct marketing, advertising, sales promotions, public relations and motivation of sales force. To the customer this tool provides knowledge and information.

PROMOTION MIX
The Promotion Mix of a company includes;

ADVERTISING

P R O M O T I O N M I X

DIRECT MARKETING

SALES PROMOTION

PUBLICITY

PERSONAL SELLING

PUBLIC RELATIONS

Fig- PROMOTION MIX

CONCEPT OF SALES PROMOTION

Sales Promotion Defined:

Sales promotion is a marketing discipline that utilizes a variety of incentive technique to structure sales related programs targeted to consumers, trade, and / or sales levels that generate a specific, measurable action or response for a product or service. Counsel of sales promotion agencies

A direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or the final consumer with the primary objective of creating an immediate sale
-

Haugh (1983)

Media & non media marketing pressure applied for a predetermined, limited period of time in order to stimulate trial & impulse purchases, increase consumer demand, or improve product quality. American Marketing Association(AMA) 1988 Sales promotion consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of a particular products or services by consumers or the trade. Philip Kotler

Sales promotions are short-term incentives to encourage purchase or sales of a product or service. Roger A Strang

Sales promotion tools are continuously employed by retailers, dealers, distributors and manufacturers with the purpose of stimulating the purchase and the consumption of their products and brands. Sales promotion refers to the short-term incentives to encourage sales of a product or service. Sales promotion consist of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of a particular products or services by consumers or the trade.

Sales promotion tools are continuously employed by retailers and manufacturers with the purpose of stimulating the purchase and the consumption of their products and brands.

More than any other element of the promotional mix (advertising, personal selling, publicity, direct marketing) sales promotion is about action. It is about stimulating customer to buy the products. Sales promotion techniques are used by most organizations, including manufactures, distributors, retail or stared associations, and non profit organizations. While the role of sales promotion has become increasingly important and has evolved in to an important element of the strategic IMC mix. Sales promotion acts as a competitive weapon by providing an extra incentive for the target audience to purchase or support one brand over another.

Sales promotion is one of the seven aspects of the promotional mix. (The other six parts of the promotional mix are advertising, personal selling, direct marketing, publicity/public relations, corporate image and exhibitions.) Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include contests, coupons, freebies, loss leaders, point of purchase displays, premiums, prizes, product samples, and rebates.

OBJECTIVES OF SALES PROMOTION

Stimulating Demand: The most important use of sales promotion is to build demand by convincing customers to make a purchase. Special promotions, especially those that lower the cost of ownership to the customer (e.g., price reduction), can be employed to stimulate sales.

Building Product Awareness: Several sales promotion techniques are highly effective in exposing customers to products for the first time and can serve as key promotional components in the early stages of new product introduction. Additionally, as part of the effort to build product awareness, several sales promotion techniques possess the added advantage of capturing customer information at the time of exposure to the promotion.

Creating Interest: Marketers find that sales promotions are very effective in creating interest in a product. In fact, creating interest is often considered the most important use of sales promotion. Another important way to create interest is to move customers to experience a product. Several sales promotion techniques offer the opportunity for customers to try products for free or at low cost.

Providing Information: Generally sales promotion techniques are designed to move customers to some action and are rarely simply informational in nature. However, some sales promotions do offer customers access to product information.

Reinforcing the Brand: Once customers have made a purchase sales promotion can be used to both encourage additional purchasing and also as a reward for purchase loyalty (see loyalty programs below). Many companies, including airlines and retail stores, reward good or

preferred customers with special promotions, such as email special deals and surprise price reductions at the cash register. The specific objectives set for sales promotions will vary with the type of the target market.

For Consumer promotions: Consumer relationship building Encouraging purchasing of larger sized units. Building trial among non-users. Attracting switchers away from the competitors brands.

For Trade promotions: Including retailers to carry new items and higher level of inventory. Encouraging off-seasonal buying. Of-setting competitive promotions. Building brand loyalty of retailers and gaining entry into new retail outlets. For Sales force promotions: Help in encouraging support of a new product or model. Encouraging more prospecting and stimulating off-seasonal sales

SALES PROMOTION STRATEGY

A sales promotion strategy is an activity that is designed to help boost the sales of a product or service. The importance of a sales promotion strategy cannot be underestimated. This is because a sales promotion strategy is important to a business boosting its sales. Types of Sales Promotion Strategies are,

Pull Strategies: (Consumer Promotion)

A pull sales promotion strategy focuses more on the consumer instead of the reseller or distributor. This strategy involves getting the consumer to pull or purchase the product/services directly from the company itself. This strategy targets its marketing efforts directly on the consumers with the hope that it will stimulate interest and demand for the product. This pull strategy is often used when distributors are reluctant to carry or distribute a product.

Push Strategies: (Trade Promotion)

A push sales promotion strategy involves pushing distributors and retailers to sell your products and services to the consumer by offering various kinds of promotions and personal selling efforts. What happens here is that a company promotes their product/services to a reseller who in turn promotes it to another reseller or to the consumer. The basic objective of this strategy is to persuade retailers, wholesalers and distributors to carry your brand, give it shelf space, promote it by advertising, and ultimately push it forward to the consumer.

TYPES OF SALES PROMOTION

There should be mainly three types of sales promotion, which used in the business. Consumer-Oriented Promotions Trade (Dealer) Oriented Promotions Sales ForceOriented Promotion

Samples Coupons Premiums Contests Prizes Premiums Extra Quantity Price off or Discount

Discount Bonuses Buying allowances Incentive Gift Tour Contest Credit facility

Sales contests Sales Commission Trips Gifts Salesmen Training

Fig- TYPES OF SALES PROMOTION SALES PROMOTION TOOLS Many tools can be used to accomplish sales promotion objectives. Main promotional tools are as follows,

CONSUMER-ORIENTED PROMOTION TOOLS The main consumer promotion tools are as follows, Samples: They are offers of a trial amount of a product. It consists of inviting prospective purchasers to try the product without cost or at a lower cost in the hope that they will buy the product. Samples may be free or discounted. Coupons: Coupons are certificates that give buyers a saving when they purchase a specified product. Coupons can be mailed, placed in advertisements or included with other products.

Premiums: These are the goods offered either free or at a low cost as an incentive to buy a product. Premiums may be in-pack or on-pack (outside the pack). Price Packs: Cents-off deals or price packs offer consumers savings by way of reducing prices that are marked by the producer directly on the package. Prizes: They are offers of chance to win something such as cash, trips or goods by luck or through extra efforts. Contests of talent and sweepstakes or draws the most popular prize offering promotions. Price off or Discount The concession or reduction in price is given to the customers and they save the money in the purchase. The customers get the products in lower price. The same features of the products areoffered to the customers at lower price. The value of the money of customers is increased. Extra Quantity: Under this sales promotion method the additional benefit is given by providing extra quantity of the product without an extra payment. Quantity of the product is packed in the pack itself or separately. TRADE (DEALER) -ORIENTED PROMOTION TOOLS More money is spent by companies on trade promotion (58%) than on consumer promotions (42%). The major trade promotion tools are as follows; Discounts: It is also known as price-off or off-invoice or off-list. Discounts price cut off the list price on a particular quantity purchased during a stated time. Buying Allowances: They are the amount offered in return for an agreement by the retailer to feature the manufacturers products in some way; displays, advertising or otherwise. Contests: Advertisers can develop contests to motivate resellers. .

SALES FORCE-ORIENTED PROMOTION TOOLS

Sales contests: Contests are great ways to create a sense of participation and to motivate salespeople to achieve success, especially when they are participating against each other. Sales commission: The managers fix the commission rates on the sales of the products. The commission can be of fix rate or it may be variable or in combination. Depending upon the situation and type of products the commission rates can be decided. Trips: This shows the target to the salesman to work and achieve. The salesmen who achieve the target at the end of year or quarter or half year or annual, would be sponsored free trips to the tourist destination. This exciting offer keeps the salesmen motivated. Gifts: The salesmen those who work as per the plan and achieve the targets can be offered gifts or merchandise. This keeps the interest of the sales men on track and they do their work without any disturbance. Training of salesmen: The training provides knowledge regarding the products, their features, operating system and fault finding and repair etc. The training gives knowledge and skills to the trainees. The skills and knowledge give confidence and in return the confidence gives good performance and satisfaction at job. Incentive: Incentive is given to the sales force on their achievement and performance. If any sales person achieves target or more than these, then he is able for the incentive.

CHAPTER 02

COMPANY PROFILE

BAJAJ AUTO LTD.

Bajaj Auto Limited is an Indian motorised vehicle-producing company. Bajaj Auto is a part of Bajaj Group. It was founded by Jamnalal Bajaj at Rajasthan in the 1930s. It is based in Pune, Mumbai, with plants in Chakan (Pune), Waluj (near Aurangabad) and Pantnagar in Uttarakhand. The oldest plant at Akurdi (Pune) now houses the R&D centre Ahead. Bajaj Auto makes and exports automobiles, scooters, motorcycles and auto rickshaws. Bajaj Auto is the world's third-largest manufacturer of motorcycles and the secondlargest in India. The Forbes Global 2000 list for the year 2005 ranked Bajaj Auto at 1,946. It features at 1639 in Forbes 2011 list.

Bajaj Auto Limited

Type Traded as Industry

Public company BSE: 532977, NSE: BAJAJ-AUTO BSE SENSEX Constituent Automotive

Headquarters Pune, Mumbai, India Key people Products Rahul Bajaj (Chairman) Motorcycles, three-wheeler vehicles and cars 202.01 billion (US$3.7 billion) (2012)[1] 30.45 billion (US$560 million) (2012) 10,250 (200607) Bajaj Group www.bajajauto.com

Revenue

Net income Employees Parent Website

The company has changed its image from a scooter manufacturer to a two-wheeler manufacturer. Its product range encompasses scooterettes, scooters and motorcycles. Its growth has come in the last four years after successful introduction of models in the motorcycle segment. The company is headed by Rahul Bajaj.

TIMELINE OF NEW RELEASES

19601970 1971 1972 1976 1977 1977 1981 1986 1990 1991 1993 1994 1995 1997 1998 1999 2000 2001 2003 Vespa 150 under the licence of Piaggio of Italy three-wheeler goods carrier Bajaj Chetak Bajaj Super Bajaj Priya Rear engine autorickshaw Bajaj M-50 Bajaj M-80, Kawasaki Bajaj KB100, Kawasaki Bajaj KB125, Bajaj Sunny Kawasaki Bajaj 4S Champion Bajaj Stride Bajaj Classic Bajaj Super Excel Kawasaki Bajaj Boxer, rear engine diesel autorickshaw Kawasaki Bajaj Caliber, Bajaj Legend Bajaj Spirit Bajaj Saffire, Bajaj Prowler Eliminator, Bajaj Pulsar, Caliber Croma Caliber 115, Kawasaki Bajaj Wind 125, Bajaj Pulsar DTS-i, Bajaj Endura FX 2004 Bajaj CT 100, New Bajaj Chetak 4-stroke with Wonder Gear, Bajaj Discover DTS-i 2005 2006 2007 Bajaj Wave, Bajaj Avenger, Bajaj Discover 112 Bajaj Platina Bajaj Pulsar-200 (Oil Cooled), Bajaj Kristal, Bajaj Pulsar 220 DTS-Fi (Fuel Injection), XCD 125 DTS-Si 2008 Bajaj Discover 135 DTS-i sport (upgrade of existing 135 cc model)

2009

Bajaj Pulsar 135, Bajaj XCD 135 cc, Bajaj Pulsar 150 DTS-i UG IV, Bajaj Pulsar 180 DTS-i UG IV, Bajaj Pulsar 220 DTS-i, Bajaj Discover 100 DTS-Si, Kawasaki Ninja 250R

2010 2011 2012 2012 2012

Bajaj Discover 150 Bajaj Discover 125 Bajaj RE 60, mini car for intra-city urban transportation KTM Duke 200, launch of 200 cc bike from the KTM stable Bajaj Pulsar 200 NS, launch of 200 cc bike, Discover 125ST, launch of 125 cc bike

COMPANY PROFILE PATNI AUTOMOBILE PATNI AUTOMOBILE DISTRICT-NAGPUR CITY (M.S.) Founder of the PATNI Automobile Nagpur, Dist. Nagpur is Mr.Umesh Patni and Mr. Naresh Patni. Both of them have dynamic leadership for Bajaj Auto Ltd. in Nagpur City. Year Established: 1969

PATNI AUTOMOBILE DIST. NAGPUR CITY. Patni Automobile is the authorized dealer for Bajaj Auto Ltd., Worlds leading two wheeler company - started with an humble beginning in the year 1969. Under the enterprising, intelligent and dynamic leadership of Mr.Umesh Patni and Mr. Naresh Patni, Proprietor. The dealerships grew in build over the years presently enjoying the distinction of Bajaj bikes two wheeler dealership in Central India. Patni has its two showroom/distribution centre one is in Kamptee road, Nagpur and another is at Butibori, Nagpur.

COMPANY HIERARCHY MANAGER

AREA MANAGER

SHOWROOM MANAGER

WORKSHOP MANAGER

GODOWN INCHARGE

SALESMAN

Fig- COMPANY HIRARCHY

ACTIVITIES BY PATNI AUTOMOBILE DEALER/MECHANIC MEETING

MILEGE CONTEST

PRIZE DISTRIBUTION

 TOUR FOR DEALERS:

Group Photo of Dealers and their Sub-dealers

CHAPTER 03

Research Aim Research Objectives Reason for Selecting the Topic

TITLE: Study of Sales Promotion Techniques used by PATNI Automobile for Bajaj bike in Nagpur city (2012 to 2013)

Aim: Sales Promotion is done to boost up the sales. Various sales promotion techniques are used by the companies to boost up their respective sales may be on short term .The researcher aim to find the various sales promotion activities used by PATNI automobile. In this project more emphasize is given to know the various techniques of sales promotion and its impact on sales of PATNI automobile.

Objectives of the Study To understand the concept of sales promotions. To study the different sales promotion schemes used by PATNI automobile for Bajaj bike. To study the impact of sales promotion on sales of PATNI automobile.

Reasons for selecting the topic:

Sales promotion is very important part of promotion. Many companies spending huge money on sales promotion & it goes on increasing.

This study will help the management in decision-making about sales promotion tools and techniques of PATNI automobiles.

This study will help the management in better and more effective relation with the dealers & customers & the company that definitely affect the results in better way.

CHAPTER 04

Literature Review

LITERATURE REVIEW
Literature review is a body of text that aims to review the critical points of current knowledge or mythological approaches on particular topic. Literature review are secondary source most often associated with academic oriented literature such as these a literature review usually precedes a research proposal and result section. Its ultimate goal is to bring the reader up to date with current literature on a topic and forms the basis for another goal such as future that may be needed in the area.

Sunil Gupta, (1988) have demonstrated that a comprehensive model which captures three main components of consumers buying decision: when, what, and how much to buy. The model incorporates price, and promotions of the competitive brands as well. He states that promotional variables (feature, display, price cut) play a strong role in consumer brand choice decisions. feature and display have some impact on the purchase time decision, price cut and regular price have almost none.

Blattberg and Neslin, (1990); Effect of sales promotion as a tool on customer attention to purchase; One of the most important of channels is sales promotion. Sales promotion is action-focused marketing events whose purpose is to have a direct impact on the behaviour of the firms consumers. The researcher analysed that there are three major types of sales promotion: consumer promotion, trade promotion and sales force promotion. Consumer promotions are promotions offered by manufacturer directly to consumers whereas trade promotion is benefited for retailers/dealers & sales force promotion is give benefit to the sales people hence all three sales promotion programmes are similar important for the companies.

Chimun Kumar Nath, (2003) find that advertising and sales promotion has large impact on the buying behavior and brands preferences. According to researcher

advertising remind the consumer about the product. And sales promotion helps the consumer to purchase the product. Researcher states that the exposure to advertising is associated with changes in the buying pattern in so for as the choice of the brand is concerned.

Begona Alvarez and Rodolfo Vazquez Casielles (2005) found that it is necessary to consider the product's promotional state at the moment of purchase as an explanatory element of the process. Also they state that immediate price reduction is the technique that exerts greatest influence on the brand choice process. It is possible that the consumer perceives a promotion, for example, coupons or rebates, but does not modify his or her behavior.

Nelson OlyNdubisi, (2006) suggest that the effectiveness of sales promotional strategies namely coupons, price discounts, free samples, bonus pack and in-store display in the purchases of low-involvement of products by Malaysian consumers. Their research work also recognizes that certain demographic factors such as education and income of consumers can found the observed relationship hence, these factors were controlled. Their survey shows that price discounts, free samples, bonus packs and store display are associated with product trial. Coupons do not have any significant effect on product trial.

Universiteit Maastricht (2007); In this study researcher suggest that, Todays consumer-oriented marketplace is characterized by a countless number of products & brands. Globalization causes increased competition, national borders disappear, consumer demand more and more, and the pressure on producers to efficiently and effectively live up to consumers expectations keeps increasing. This research conclude that the presence of a premium promotion leads to an increase in category, brand choice is to the greatest extend affected by the premium promotion.

Bobby Andersson and AmanHailemariam, (2007) according to them, the individual objective of the tool can be different they can still be used overall to lead to the same overall goal. Their research work also state that focus is not always on using sales promotion tool to generate sales, but to improve relationships. As for the tools used, they found that there are commonly used sales promotional tools. More specifically gift giving can be deemed inappropriate in certain contexts and should be used carefully.

Asif Zameer, (2008) states that management of sales promotion and event has directly impact on the profit , awareness and image in the mind of the customer. In retail sector sales promotion tools has impact on the store traffic with fast movement of the goods. Also researcher state that the use of promotional tools or event depend on the nature of the product and also the purpose of the event and promotion.

Lisa S. McNeill, (2008)- have demonstrated that no major impact of initial product price on consumers who likely to feel satisfied or pleased with price promotion experience. Incomes of the consumers have impact on the sales promotion. Rebates and Refunds have an impact of the consumers preferences.

RaheelaNiazi, (2008)- suggest that firms use games as major type for online sales promotions of consumer products. In addition firm also use ad vergames, contests and sweepstakes for online sales promotion. For digital product firms take necessary aspects to make their websites effectives. He also focuses on the online transaction security and provides playfulness in websites which make them more effective. His research work state that firms use aspects to make websites effective, they do not use many of sales promotion types for online promotions.

Adebisi Sunday A., Babatunde Bayode O.(2009); The title of research paper is STRATEGIC INFLUENCE OF PROMOTIONAL MIX ON ORGANISATION SALE TURNOVER IN THE FACE OF STRONG COMPETITORS in this research paper researchers had concluded that Every organization that must continue to

survive in its operating environment must be able to adequately its product. For the organization to achieve its aim of profit making as a manufacturing organization, it must make sure that, its promotional activities achieve its aim of making the product acceptable and bought by the targeted market. The promotion of any product must be accessible to the people that the product will be useful for and at the same time, must be able to encourage new customers to purchase and repurchase the products. Every organization must have a proper and well monitor promotional activities and must be able to tailor it in such a way that it will increase it sales thereby increasing the profit of the organization.

Ibojo Bolanle Odunlami and Amos Ogunsiji (2011); In this research paper the objective of the research paper is to find out if sales promotion techniques to be adopted at a given time affect the companys sales volume and also to look at the effect of sales promotion on organizational performance. The researcher found that effective implementation of sales promotion tools lead to increase in sales volume and invariably higher profit. The effectiveness of sales promotion can sustain the life of a failing product sufficiently to enable it recover from its decline. Sales promotion is important at all level of product life cycle but it is more important at the introductory and growth stage. Finally, the effects of sales promotion on organizational performance have been positive resulted in increased organizations sales volume and profitability in terms of purchase of larger size unit of products by consumers which will in turn lead to higher sales and profitability Oyedapo Williams , Akinlabi Babatunde (2012). In this researcher paper the

researcher analyzed that sales promotion is normally used to boost sales there by increasing the profit. The most significant sales promotion techniques that contributed to higher performance in the company are special sales, price off and coupons. The low significant techniques are sweepstake and gifts. In the course of any sales promotion exercise, management should strategically facilitate the exercises so that customers do not doubt the reality of the programme by using credible techniques. For instance, very incredible prize like winning over a thousand brand new automobiles should be avoided. In addition, the study found that organization promotion strategies enhance consumer buying pattern. According to the result, majority of the respondents accepted the facts that organization promotion strategies enhance consumer buying pattern

Alexander Preko(2012) The researcher states that consumers are always attracted by various sales promotion tools to try a new product and make an initial purchase. However, the effects induced by sales promotion tools need to be sustained by the actual performance of the products, which should be the ultimate focus of management to retain loyal consumers so as to generate stable sales revenues in a longer term. Sales promotion helps to build brand loyalty by giving the seller the opportunity to attract a loyal and profitable set of customers which provides sellers some protections from competition and greater control in planning their marketing mix.

Dr Sadashiv. P. Kalyankar & Mr. Babapeer .S .Hamgi (2012); The researcher studied with the title EFFECT OF SALES PROMOTION ACTIVITIES ON SALES VOLUME OF COMMERCIAL VEHICLE DEALERS IN VIDHARBHA; In this study researcher suggest that educating their local customers and conclude the sales. Researcher states that in order to achieve the designated target the dealer is required to maintain a close link with the target market through various sales promotional activities. At the end the research concludes that there is definite relationship between the sales promotional activities conducted by the dealer and the sales volume achieved by them.

CHAPTER 05

Research Methodology

RESEARCH METHODOLOGY
Research Methodology is defined as The study of methods by which gets knowledge; it deals with the cognitive processes imposed on research by problems arising from the nature of its subject matter. The purpose of this study is to discover and analyze the impact of various sales promotion techniques of PATNI Automobile on dealers as driving factor and measures its impact. TYPES OF RESEACH There are three types of research in business: Exploratory research Descriptive research Causal research This research is based on Descriptive type of research because the research is to describe things such as Sales promotion techniques used by PATNI Automobile for its dealers and to know its impact. DESCRIPTIVE RESEARCH: Objective is to describe things such as market potential for a product or the demographics and attitude of customers. Also known as statistical research. Describes characteristics of a population or phenomenon. Uses for frequencies, averages and other statistical calculations. Unable to describe what caused the situation. Some understanding of the nature of the problem.

DATA COLLECTION:
The research study required a considerable amount of data. In order to collect the most appropriate data there are two way to collect data. DATA COLLECTION

PRIMARY DATA

SECONDARY DATA

Fig- METHOD OF DATA COLLECTION

PRIMARY DATA Primary data is the data which is researcher collected by its own. It is used to solve a problem or take advantage at an opportunity on which decision is pending. In this project work the primary data was collected through a survey and well- designed questionnaires. SECONDARY DATA Secondary data is the data which is collected by someone else. The secondary data is the data which have already collected and stored. In this project work the secondary data was collected through Referring books, Company Records, Internet, Journals etc.

RESEARCH APPROACH:The process of management follows a typical structure, wherein, the approaches may be different and vary from situation to situation. The process may be purely academic or theoretical or action oriented. Which approach is appropriate for a given situation is largely depends on specific need of a researcher. In research approach there are generally following kinds of methods are found, i) Survey MethodThere are different ways a survey can be carried out. It can be done by telephone, by mail, or in person. ii) Observation MethodBy watching people, observational researchers gain a better understanding of what a product symbolizes to a customers, and greater insight in to the bond people and product that is the essence of brand loyalty. iii) Experiment MethodThis involve the more control over the cause and effect, when compared to a survey. In experiment, researcher tries to measure the effect of one or more variables by changing the level of some variables, and measuring the effect.

From all above methods, Researcher used survey method and observation method, it is because, to know the opinion of dealers it helps to measuring the impact of sales promotion techniques.

RESEARCH INSTRUMENT: Questionnaire:It is the instrument through which are data is collected. A well structured Questionnaire were used as a research instrument and during this project primary data collected with the help of questionnaire.

INTERVIEW METHOD:Telephonic interview Method:It is the method in which contact made with dealers with the help of telephone. Personal Contact Method:It is systematic method by which one individual person can directly contact with researcher. And give their individual opinion. SAMPLING PLAN: Sampling is the process of selecting a small number of elements from a larger defined target group of elements. It is plans of data collection in which researcher take a particular set of people by which the researcher can be occupy most of the research which the researcher allotted.

Sampling Unit
In this project, sampling unit is Dealers of PATNI Automobiles who deals in Bajaj bikes.

Sample Size
This refers to the number of items to be selected from the universe to continue the sample. The size of sample should neither be excessively large nor too small. It should be optimum. An optimum sample is one which fulfills the requirement of efficiency, representativeness, reliability and flexibility. The sample size used for this study is as fallows, Dealers - 30 Due to the time constraints it is not possible to meet maximum number of dealers hence 30 dealers selected and try to find out the best possible and reliable result.

Sample procedure Sampling Method Probability Sampling

Simple random sampling. Systematic random sampling. Stratified random sampling. Cluster sampling. Fig- METHOD OF SAMPLING Probability Sampling: Probability sampling is also known as random sampling or chance sampling in this sampling design, every item of the universe has equal chance of inclusion in the sample. Non-Probability Sampling: Non-probability sampling is that sampling procedure which does not afford any basis for estimating the probability that each item in the population has of being included in the sample. In this research study convenience sampling is used for the retailers. Convenience sampling: Convenience sampling relies upon convenience and access. Convenience sampling as name implies is based on the researcher who is to select a sample. Respondent is the sample for researcher who is to select a sample. Scaling techniques: Ratings scale Likert scale (5 point) which is close ended is used in this research to know about impact of sales promotion techniques used by PATNI Automobile for dealers for the Bajaj bikes. Method of Data Analysis: For the analysis of impact of sales promotion, Chi-square test is used for the data analysis. Research period for this topic is 2012-13 and Research Location is Nagpur city (M.S.) Non-Probability Sampling

Convenience sampling. Judgment sampling. Quota sampling. Snowball sampling.

CHAPTER 06

Data analysis and Interpretations

DATA ANALYSIS:
Analysis of data is the most skilled task of all the stages of any research work. It is a task calling for the researchers own judgment & skill. Data analysis is a process of gathering, modeling, and transforming data with the goal of highlighting useful information, suggesting conclusions, and supporting decision making. Data analysis has multiple facets and approaches, encompassing diverse techniques under a variety of names, in different business, science, and social science domains. Analysis of data in general way involves a number of closely related operations which are performed with the purpose of summarizing the collected data and organizing these in such a manner that they answer the research question(s).

Analysis Process
The proof of the worth of a hypothesis lies in its ability to meet the test of its validity. So to verify the authenticity of this research work as per the responses given by the employees, Chi-square test has been applied for the analysis of data.

Chi-Square Test:
Chi-square test is an important test amongst the several tests of significance which are used. It is symbolically written as 2It is a statistical measure used in the context of sampling analysis for comparing a variance to a theoretical variance. This is a widely used as a non-parametric test in statistical work. This is simple test distribution which has many applications in situations that involve the testing of hypothesis concerning qualitative or discrete data. With the help of this test, we are in a position to know whether a given difference between actual & expectation has been caused by a chance or whether it has resulted because of the inadequacy of the theory to fit the observed facts. The following formula helps in obtaining the value of Chi-test x2 Here, O= observed frequency E= expected frequency There are 7 steps involved while calculating this value of Chi. they are as follows: Converting the problem/situation into hypothesis form. Define expected & find observed frequency table. Fit the data into the Chi-table. ( )

Calculate value of Chi. Find out degree of freedom by the formula (r-1) (c-1). Check the significance level Compare the calculated & critical value of Chi. Write the summary statement i.e.

If the calculated value is less than the critical value, then do not reject Ho. If the calculated value is greater than the critical value, then reject Ho & accept H1.

Significance level The community used levels of significance are 5% & 1%. 5% level implies that 95 out of 100 samples are confident that our decision to reject Ho is correct. This level of significance is always fixed in advance. In this research work 5% significance level is assumed for the calculation purpose.

Data Interpretation Interpretation of data refers to that important part of the investigation which is associated with the drawing of inferences from the collected facts after an analytic study. It is very important part of study as it makes possible the use of collected data. Statistical facts have no utility unless they are interpreted properly. This only provides certain conclusions about the problem under study.

What do you think sales promotion technique use by PATNI automobile helps for easy to sale bikes? Strongly agree Strongly disagree Observed frequency on Response & No. of respondents No. of Respondents 0 10 11 20 21 30 Total 0 15 0 15 Strongly agree 10 0 0 10 3 0 0 3 2 0 0 2 Agree Neutral Disagree Strongly disagree 0 0 0 0 15 15 0 30 Total Agree Neutral Disagree

H0 = Sales Promotion does not helps to make sales easy of the bikes. H1 = Sales Promotion does helps to make sales easy of the bikes.

Marginal Row Probability: pr1 = 15/30 = 0.5 pr2 = 15/30= 0.5 pr3 = 0/30 = 0

Column Probability pc1 = 15/30 = 0.5 pc2 = 10/30 = 0.33 pc3 = 3/30 = 0.1 pc4 = 2/30 = 0.06 pc5 = 0/30 = 0

If the null hypothesis to be true, cell probability for the 1st cell (c1, r1) will be, (pr1) x (pc1) = 0.5 x 0.5 = 0.25 So the expected frequency for the 1st cell will be, 0.25 x 30 = 7.5

Expected frequency of each table: No. 0 10 11 20 21 30 Total of Excellent Very Good 7.5 7.5 0 15 4.95 4.95 0 9.9 1.5 1.5 0 3 0.9 0.9 0 1.8 0 0 0 0 14.85 14.85 0 29.7 Good Average Poor Total

Respondents

Degree of Freedom = (c-1) (r-1) Degree of Freedom = (5-1) (3-1) = 8 d.f. of 8 at 5% significance level is 15.507 Now calculating the value of 2
( )

No. 0 10 11 20 21 30 Total

of

Excellent

Very Good

Good

Average

Poor

Total

Respondents 7.5 7.5 0 15

5.15 4.95 0 10.1

1.5 1.5 0 3

1.34 0.9 0 2.24

0 0 0 0

15.49 14.85 0 30.34

Calculated Value of 2 > Table Value of 2 i.e. 30.34 > 15.507 Therefore, Alternative Hypothesis i.e. H1 is accepted So from the above calculations we can say that the calculated value of 2 = 30.34 which is greater than the critical value of 2 for 8 at 5% significance level i.e. 15.507, so H1 is accepted. Hence, Sales Promotion helps to make sales easy of the bikes.

Sales Promotion helps to increase sales of the bikes? Strongly agree Agree Neutral Disagree Strongly disagree

Observed frequency on Response & No. of respondents No. of Respondents 0 10 11 20 21 30 Total 0 15 0 15 Strongly agree 10 0 0 10 3 0 0 3 2 0 0 2 Agree Neutral Disagree Strongly disagree 0 0 0 0 15 15 0 30 Total

H0 = Sales Promotion does not helps to increase sales of the bikes. H1 = Sales Promotion helps to increase sales of the bikes.

Marginal Row Probability: pr1 = 15/30 = 0.5 Column Probability pc1 = 15/30 = 0.5 pc2 = 10/30 = 0.33 pc3 = 3/30 = 0.1 pc4 = 2/30 = 0.06 pc5 = 0/30 = 0 pr2 = 15/30= 0.5 pr3 = 0/30 = 0

If the null hypothesis to be true, cell probability for the 1st cell (c1, r1) will be, (pr1) x (pc1) = 0.5 x 0.5 = 0.25 So the expected frequency for the 1st cell will be, 0.25 x 30 = 7.5 Expected frequency of each table: No. of Excellent Very Good 7.5 7.5 0 15 4.95 4.95 0 9.9 1.5 1.5 0 3 0.9 0.9 0 1.8 0 0 0 0 14.85 14.85 0 29.7 Good Average Poor Total

Respondents 0 10 11 20 21 30 Total

Degree of Freedom = (c-1) (r-1) Degree of Freedom = (5-1) (3-1) = 8 d.f. of 8 at 5% significance level is 15.507 Now calculating the value of 2
( )

No. 0 10 11 20 21 30 Total

of Excellent

Very Good

Good

Average

Poor

Total

Respondents 7.5 7.5 0 15

5.15 4.95 0 10.1

1.5 1.5 0 3

1.34 0.9 0 2.24

0 0 0 0

15.49 14.85 0 30.34

Calculated Value of 2 > Table Value of 2 i.e. 30.34 > 15.507 Therefore, Alternative Hypothesis i.e. H1 is accepted. So from the above calculations we can say that the calculated value of 2 = 30.34 which is greater than the critical value of 2 for 8 at 5% significance level i.e. 15.507, so H1 is accepted. Hence, Sales Promotion helps to increase sales of the bikes.

Opinion about sales promotion schemes used by PATNI Automobile for its dealers? Excellent Poor Observed frequency on Response & No. of respondents No. of Respondents 0 10 11 20 21 30 Total 8 0 0 8 0 15 0 15 Excellent Very Good 4 0 0 4 3 0 0 3 0 0 0 0 15 15 0 30 Good Average Poor Total Very good Good Average

H0 = Negative opinion about sales promotion schemes used by PATNI Automobile for its dealers. H1 = Positive opinion about sales promotion schemes used by PATNI Automobile for its dealers.

Marginal Row Probability: pr1 = 15/30 = 0.5 pr2 = 15/30= 0.5 pr3 = 0/30 = 0

Column Probability pc1 = 8/30 = 0.26 pc2 = 15/30 = 0.5 pc3 = 4/30 = 0.13 pc4 = 3/30 = 0.1 pc5 = 0/30 = 0

If the null hypothesis to be true, cell probability for the 1st cell (c1, r1) will be, (pr1) x (pc1) = 0.5 x 0.26 = 0.13 So the expected frequency for the 1st cell will be, 0.13 x 30 = 3.9

Expected frequency of each table: No. 0 10 11 20 21 30 Total of Excellent Very Good 3.9 3.9 0 7.8 7.5 7.5 0 15 1.95 1.95 0 3.9 1.5 1.5 0 3 0 0 0 0 14.85 14.85 0 30 Good Average Poor Total

Respondents

Degree of Freedom = (c-1) (r-1) Degree of Freedom = (5-1) (3-1) = 8 d.f. of 8 at 5% significance level is 15.507 Now calculating the value of 2
( )

No. 0 10 11 20 21 30 Total

of Excellent

Very Good

Good

Average

Poor

Total

Respondents 4.31 3.9 0 8.21

7.5 7.5 0 15

2.15 1.95 0 4.1

1.5 1.5 0 3

0 0 0 0

15.46 14.85 0 30.31

Calculated Value of 2 > Table Value of 2 i.e. 30.31 > 15.507 Therefore, Alternative Hypothesis i.e. H1 is selected. So from the above calculations we can say that the calculated value of 2 = 30.31 which is greater than the critical value of 2 for 8 at 5% significance level i.e. 15.507, so H1 is accepted. Hence, Dealers have Positive opinion about sales promotion schemes used by PATNI Automobile for its dealers.

Which sales promotion scheme of PATNI Automobile is preferred more by the dealers? Tour Incentive Seminar Sales contest Number of Respondent 4 6 2 5 10 3 30 Table: 1 Percentage 13.33% 20% 6.67% 16.67% 33.33% 10% 100 % Gift

Free display material Sr.No. 1 2 3 4 5 6

Sales promotion scheme Tour Incentive Seminar Gift Free display material Sales contest Total

Number of Respondents
10% 13% Tour Incentive 20% 33% 7% 17% Seminar Gift Free display material Sales contest

Figure: 1 Interpretation From above pie chart it is clear that free display material is much preferred sales promotion scheme by the dealers. Around 33.33% of dealers preferred free display material, 20% of dealers preferred Incentive, 16.67% of dealers preferred gifts, 13.33% of dealers preferred gifts 10% of dealers preferred tour, 6.67% of dealers preferred seminar as sales promotion scheme.

What do you think sales promotion activity really beneficial for PATNI automobile to increase the sales? Yes Sr. No. 1 2 No Sales promotion activity really beneficial for PATNI Yes No Total Number of Respondent 27 3 30 Table: 2 Percentage 90% 10% 100%

Number of Respondents
30 25 20 15 10 5 0 Yes 1 No 2 Number of Respondent

Figure: 2

Interpretation From above column chart it is clear that sales promotion activity really beneficial for PATNI automobile to increase the sales. Nearly 90% of the dealers have opinion that Sales promotion activity really beneficial for PATNI automobile to increase the sales hence it can be said that sales promotion fulfill its objective. Only 10% of dealers have opinion that only Sales promotion activity is not responsible for increase in sales.

What do you think sales promotion schemes used by PATNI Automobile attract you towards the company? Yes No

Sr. No.

1 2

sales promotion schemes used by PATNI Automobile attract dealers Yes No Total Table: 3

Number of Respondent 25 5 30

Percenta ge 83.33% 16.66% 100%

Number of Respondents
30 25 25 20 15 10 5 5 0 Yes 1 No 2 Number of Respondent

Figure: 3

Interpretation From above column chart it is clear that sales promotion schemes used by PATNI Automobile attract dealers towards the company. Nearly 83.33% of the dealers have opinion that sales promotion schemes used by PATNI Automobile attract dealers towards the company and 16.66% of dealers have opinion that they are not attracted towards the company just because of sales promotion schemes.

What do you think sales promotion helps to retain customer? Favor Against

Sr. No. 1 2

sales promotion helps to retain customer Favor Against Total Table: 4

Number of Respondent 13 17 30

Percentage 43.33% 56.67% 100%

Number of Respondents
Favor Against

43% 57%

Figure: 4

Interpretation From above pie chart it is clear that dealers have nearly mixed opinion about the retaining of the customer with the help of sales promotion schemes. Nearly 43.33% of dealers have opinion that sales promotion schemes help to retain the customer and 56.67% of dealers have opinion that sales promotion schemes does not help to retain the customer. Hence can say that, can not fully neglect that sales promotion schemes helps to attract the customers.

Do you think sales promotion helps to create awareness amongst customer? Yes No

Sr. No. 1 2

sales promotion helps to retain customer Yes No Total Table: 5

Number of Respondent 10 20 30

Percenta ge 33.33% 66.67% 100%

Number of Respondents
20 15 10 Number of Respondent 5 0 Yes No

Figure: 5 Interpretation From above column chart it is clear that dealers opinion that sales promotion does not helps to create awareness amongst customer at higher extent but it is not negligible also. 33.33% of dealers have opinion that that sales promotion does helps to create awareness amongst customer whereas 66.67% of dealers have opinion that sales promotion does not helps to create awareness amongst customer. Hence it is not possible to say that sales promotion does not create awareness but it helps at very lower extent.

Please give rating to the following Sales promotional techniques used by Patni automobile company for the dealers. According to its effectiveness? Sr. no. 1 2 3 4 5 6 7 8 9 10 Activities Bonuses Free display material Buying allowances Discounts Dealers Gifts Credit facility Price deals Tour Seminar Excellent Very Good 15 10 12 22 24 8 10 20 20 10 8 6 6 4 10 10 6 7 8 Good Average Poor 5 6 4 2 2 6 10 4 3 5 2 1 4 2 4 5 2 3

Free demonstration & 14 trial at shop

35 30 25 20 15 10 5 0 Poor Average Good Very Good Excellent

Interpretation: From above column chart it is clear that Gift, Tour, Seminar, Discount much preferred by the dealers of PATNI Automobile. For Gift out of 30 respondents, 24 dealers say excellent, 4 very good, 2 good. For Discount out of 30 respondent, 22 dealers say excellent, 6 very good, 2 good. For Seminar out of 30 respondents 20 dealers say excellent, 7 very good, 3 good. For Tour out of 30 respondents 20 dealers say excellent, 6 very good, 4 good. For Bonus out of 30 respondents 15 dealers say excellent, 10 very good, 5 good. For Free demonstration & trial at shop out of 30 respondents 14 dealers say excellent, 8 very good, 5 good, 2 average, 1 poor. For Credit facility out of 30 respondents 8 dealers say excellent, 10 very good, 6 good, 4 average, 2 poor. For Buying allowances out of 30 respondents 12 dealers say excellent, 6 very good, 4 good, 5 average, 3 poor

CHAPTER 07

Conclusion

CONCLUSION

Sales promotion is found to be an important tool to attract dealers and hence it has helped the PATNI Automobile to push its product (bike) in the market through dealers. Sales promotion is beneficial for the PATNI Automobile it helps to increase the sales of the Bajaj Bikes. PATNI Automobile uses different types of sales promotional techniques for its Bajaj bikes like cash incentives, gifts, price discount, tour, seminars, exchange offer etc. The researcher found that the free display material is widely used by Patni automobile for its sales promotion activity. The sales promotion tools have helped satisfactorily to the Dealers to achieve their sales target in the campaigning month also it was analyzed that the sales has increased drastically only because of the various sales promotion activity carried out by Patni Automobile.

CHAPTER 08

Recommendations

Based on the above research work the following recommendations are made to the PATNI Automobile. Sales promotion help to increase the sale of the bikes of PATNI Automobile hence need to launch such sales promotion schemes periodically (i.e., at regular interval of time).

Sales Promotion Schemes like, seminars for dealers, gifts, exchange etc. need to be used quite frequently.

Need to spread business hence need to focus on the rural areas nearby Nagpur city.

CHAPTER 9

Limitations

Following are the limitationse of the research work

Due to time constraint, the research work and survey was conducted over 30 dealers only. This research work is done with reference to Nagpur city. Hence it has scope of study in other regions which may result differently. Accuracy of the result is less due to small sample size. Hence the study provides scope to get reliable results by using large sample size. While conducting survey some respondents hesitate to respond, it creates problem in research work to collect data. This research work confide to dealers only there should be no involvement of customers hence theres a research scope to do the research by involving customers.

Bibliography

Further Readings
Beri G.C. (2008), Marketing Research, Tata McGraw-Hill Publication, 4th Edition, Pg No.235-245, 280, 311-314 Kothari C.R. (2004), Research Methodology Methods, New Age International Publication, 2nd Edition, pg no.256-280. KOTLER PHILIP (1998): Principles of Marketing, Vishwa Publication, New Delhi, 8th Edition, page no.14-45. Kotler Philip (1997), Marketing Management, Pearson Prentice Hall Publication, 11 Edition, pg no. 300-310 Marketing Communication, ICFAI Publications; pg no.177

JOURNALS: Alexander Preko (2012), The Effect of Sales Promotion on TV Advertising, Journal of Emerging Trends in Economics and Management Sciences (JETEMS) 3 (2) (ISSN: 2141-7024) Dr. Sikroria Rajiv (2008), Exploring Promotional Mix in Indian Rural Market, International Journal of Business and Management Cases Vol. 1 No. 2 Dr Sadashiv. P. Kalyankar (2012), EFFECT OF SALES PROMOTION ACTIVITIES ON SALES VOLUME OF COMMERCIAL VEHICLE DEALERS IN VIDHARBHA, ASMs International E-Journal of Ongoing Research in Management and IT e-ISSN-2320-0065 Kim-Shyan Fam (New Zealand), Lin Yang (New Zealand), Innovative sales promotion techniques among Hong Kongadvertisers a content analysis, Innovative Marketing, Volume 4, Issue 1, 2008 Miremadi Alireza (2004), Driving Factors and Effectiveness of Sales Promotion in Shopping Malls in Iran, Marketing management journal vol.2 Ndubisi Nelson Oly (2006), EFFECTIVENESS OF SALES PROMOTIONAL TOOLS IN MALAYSIA, Allied Academies International Conference. Shahriar Ansari Chaharsoughi (2012), Effect of sales promotion as a tool on customer attention to purchase, African Journal of Business Management Vol. 6(5), pp. 2007-2014

WEBSITE www.internationaljournalofmarketing.Com Date 22/8/2012 Time 11.00 am

 http://www.essays.se/about/literature+review+of+sales+promotion/ Date 23/8/2012 Time 10.00 pm http://www.iimahd.ernet.in/publications/data/2007-11-02Vyas.pdf Date 28/8/2012 Time 2.00 pm http://iipalibrary.in/iipa/pdf/2010mar15.pdf Date 28/8/2012 Time 9.00 pm http://www.freshpromotions.com.au/the-history-of-promotions.html Date 10/1/2013 Time 10.35am gala-news.com/marketing/5-10-methods-of-sale-promotion.html Date 15/1/2013 Time 10.17am www.bajajauto.com Date 25/1/2013 Time 10.30 pm

Annexure

QUESTIONNAIRE FOR DEALERS Dear Respondent, I am conducting the survey on sales promotion tools used by PATNI Automobile for Dealers for its Bajaj Bike. It would be very grateful if you could fill up the following questionnaire in this regard. Respondent: ------------------------------------Address: ---------------------------------------------

Que1) Which sales promotion scheme of PATNI Automobile is preferred more by the dealers. Tour Incentive Seminar Sales contest Gift

Free display material

Que2) What do you think sales promotion technique use by PATNI automobile helps for easy to sale bikes? Strongly agree Strongly disagree Agree Neutral Disagree

Que3) Sales Promotion helps to increase sales of the bikes? Strongly agree Strongly disagree Agree Neutral Disagree

Que4) In campaigning month how much you achieved your target? Excellent Very Good Good Average Poor

Que5) What do you think sales promotion activity really beneficial for PATNI automobile to increase the sales? Yes No

Que6) Please give rating to the following Sales promotional techniques used by PATNI automobile company for the dealers. According to its effectiveness? Sr. no. Activities Excellent Very Good 1 2 3 4 5 6 7 8 9 10 Bonuses Free display material Buying allowances Discounts Dealers Gifts Credit facility Price deals Tour Seminar Free demonstration &trial at shop Good Average Poor

Que7) What do you think sales promotion schemes used by PATNI Automobile attract you towards the company? Yes No

Que8) What do you think sales promotion helps to retain customer? Favor Against

Que9) Opinion about sales promotion schemes used by PATNI Automobile for its dealers? Excellent Very Good Good Average Poor

Que10) Do you think sales promotion helps to create awareness amongst customer? Yes No