TABLE OF CONTENT

SR NO. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. INTRODUCTION COMPANY PROFILE OF ACMEZ COMPANY PROFILE OF REHMAN GROUP ABOUT THE PROJECT PARTICULARS

PROJECT & SOLUTION

RESEARCH METHODOLOGY CONCLUSION DATA ANALYSIS AND FINDINGS RECOMMENDATIONS BIBLIOGRAPHY APPENDIX

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OBJECTIVES OF THE PROJECT

To educate the client about the import export of shoes in Rehman Group. To understand the problems with the existing marketing strategy of the Rehman Group To suggest and formulate appropriate strategy for the brand Rehman Group at Kanpur

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INTRODUCTION
Marketing:

Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. It is an activity. Marketing activities and strategies result in making products available that satisfy customers while making profits for the companies that offer those products. Marketing activities are numerous and varied because they basically include everything needed to get a product off the drawing board and into the hands of the customer. The broad field of marketing includes activities such as:

Designing the product so it will be desirable to customers by using tools such as marketing research and pricing.

Promoting the product so people will know about it by using tools such as public relations, advertising, and marketing communications.

Setting a price and letting potential customers know about your product and making it available to them.

Sales Promotion:

In a time when customers are exposed daily to a nearly infinite amount of promotional messages, many marketers are discovering that advertising alone is not enough to move members of a target market to take action, such as getting them to
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try a new product. Instead, marketers have learned that to meet their goals they must use additional promotional methods in conjunction with advertising.

Other marketers have found that certain characteristics of their target market (e.g., small but geographically dispersed) or characteristics of their product (e.g., highly complex) make advertising a less attractive option. For these marketers better results may be obtained using other promotional approaches and may lead to directing all their promotional spending to non-advertising promotions.

Sales promotion describes promotional methods using special short-term techniques to persuade members of a target market to respond or undertake certain activity. As a reward, marketers offer something of value to those responding generally in the form of lower cost of ownership for a purchased product (e.g., lower purchase price, money back) or the inclusion of additional value-added material (e.g., something more for the same price).

Sales promotions are often confused with advertising. For instance, a television advertisement mentioning a contest awarding winners with a free trip to a Caribbean island may give the contest the appearance of advertising. While the delivery of the marketers message through television media is certainly labeled as advertising, what is contained in the message, namely the contest, is considered a sales promotion. The factors that distinguish between the two promotional approaches are: 1. Whether the promotion involves a short-term value proposition (e.g., the contest is only offered for a limited period of time).

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2. The customer must perform some activity in order to be eligible to receive the value proposition (e.g., customer must enter contest). The inclusion of a timing constraint and an activity requirement are hallmarks of sales promotion. Sales promotions are used by a wide range of organizations in both the consumer and business markets, though the frequency and spending levels are much greater for consumer products marketers. One estimate by the Promotion Marketing Association suggests that in the US alone spending on sales promotion exceeds that of advertising.

Objectives of Sales Promotion

Sales promotion is a tool used to achieve most of the five major promotional objectives discussed in the Promotion Decisions tutorial:

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. In this way sales promotion can act as an effective customer information gathering tool (i.e., sales lead generation), which can then be used as part of follow-up marketing efforts.

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 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. In the retail industry an appealing sales promotions can significantly increase customer traffic to retail outlets. Internet marketers can use similar approaches to bolster the number of website visitors. 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. For instance, a promotion may allow customers to try a fee-based online service for free for several days. This free access may include receiving product information via email. Stimulating Demand Next to building initial product awareness, 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. 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.
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Classification of Sales Promotion

Sales promotion can be classified based on the primary target audience to whom the promotion is directed. These include:

Consumer Market Directed - Possibly the most well-known methods of sales promotion are those intended to appeal to the final consumer. Consumers are exposed to sales promotions nearly everyday, and as discussed later, many buyers are conditioned to look for sales promotions prior to making purchase decisions. Trade Market Directed Marketers use sales promotions to target all customers including partners within their channel of distribution. Trade promotions are initially used to entice channel members to carry a marketers products and, once products are stocked, marketers utilize promotions to strengthen the channel relationship. Business-to-Business Market Directed A small, but important, sub-set of sales promotions are targeted to the business-to-business market. While these promotions may not carry the glamour associated with consumer or trade promotions, B-to-B promotions are used in many industries.

Advertising
Advertising is a non-personal form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for message placement. Advertising has long been viewed as a method of mass
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promotion in that a single message can reach a large number of people. But, this mass promotion approach presents problems since many exposed to an advertising message may not be within the marketers target market, and thus, may be an inefficient use of promotional funds. However, this is changing as new advertising technologies and the emergence of new media outlets offer more options for targeted advertising. Advertising also has a history of being considered a one-way form of marketing communication where the message receiver (i.e., target market) is not in position to immediately respond to the message (e.g., seek more information). This too is changing. For example, in the next few years technologies will be readily available to enable a television viewer to click a button to request more details on a product seen on their favorite TV program. In fact, it is expected that over the next 10-20 years advertising will move away from a one-way communication model and become one that is highly interactive. Another characteristic that may change as advertising evolves is the view that advertising does not stimulate immediate demand for the product advertised. That is, customers cannot quickly purchase a product they see advertised. But as more media outlets allow customers to interact with the messages being delivered the ability of advertising to quickly stimulate demand will improve.

Importance of Advertising
Spending on advertising is huge. One often quoted statistic by market research firm ZenithOptimedia estimates that worldwide spending on advertising exceeds (US) $400 billion. This level of spending supports thousands of companies and millions of jobs. In fact, in many countries most media outlets, such as television, radio and
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newspapers, would not be in business without revenue generated through the sale of advertising. While worldwide advertising is an important contributor to economic growth, individual marketing organizations differ on the role advertising plays. For some organizations little advertising may be done, instead promotional money is spent on other promotion options such a personal selling through a sales team. For some smaller companies advertising may consist of occasional advertisement and on a very small scale, such as placing small ads in the classified section of a local newspaper. But most organizations, large and small, that rely on marketing to create customer interest are engaged in consistent use of advertising to help meet marketing objectives. This includes regularly developing advertising campaigns, which involve a series of decisions for planning, creating, delivering and evaluating an advertising effort. We will cover advertising campaigns in greater detail in our next tutorial.

Advertising Agency Functions

Professionals at advertising agencies and other advertising organizations offer a number of functions including:

Account Management Within an advertising agency the account manager or account executive is tasked with handling all major decisions related to a specific client. These responsibilities include locating and negotiating to
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acquire clients. Once the client has agreed to work with the agency, the account manager works closely with the client to develop an advertising strategy. For very large clients, such as large consumer products companies, an advertising agency may assign an account manager to work full-time with only one client and, possibly, with only one of the clients product lines. For smaller accounts an account manager may simultaneously manage several different, though non-competing, accounts.

Creative Team The principle role of account managers is to manage the overall advertising campaign for a client, which often includes delegating selective tasks to specialists. For large accounts one task account managers routinely delegate involves generating ideas, designing concepts and creating the final advertisement, which generally becomes the responsibility of the agencys creative team. An agencys creative team consists of specialists in graphic design, film and audio production, copywriting, computer programming, and much more. Researchers Full-service advertising agencies employ market researchers who assess a clients market situation, including understanding customers and competitors, and also are used to test creative ideas. For instance, in the early stages of an advertising campaign researchers may run focus group sessions with selected members of the clients target market in order to get their reaction to several advertising concepts. Researchers are also used following the completion of an advertising campaign to measure whether the campaign reached its objectives. Media Planners Once an advertisement is created, it must be placed through an appropriate advertising media. Each advertising media, of which there are thousands, has its own unique methods for accepting advertisements, such as different advertising cost structures (i.e., what it
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costs marketers to place an ad), different requirements for accepting ad designs (e.g., size of ad), different ways placements can be purchased (e.g., direct contact with media or through third-party seller), and different time schedules (i.e., when ad will be run). Understanding the nuances of different media is the role of a media planner, who looks for the best media match for a client and also negotiates the best deals.

Types of Advertising
If you ask most people what is meant by "type" of advertising, invariably they will respond by defining it in terms of how it is delivered (e.g., television ad, radio ad, etc.). But in marketing, type of advertising refers to the primary "focus" of the message being sent and falls into one of the following four categories: 1. Product-Oriented Advertising 2. Image Advertising 3. Advocacy Advertising 4. Public Service Advertising

Types of Advertising: Product-Oriented

Most advertising spending is directed toward the promotion of a specific good, service or idea, what we have collectively labeled as an organizations product. In most cases the goal of product advertising is to clearly promote a specific product to a targeted audience. Marketers can accomplish this in several ways from a lowkey approach that simply provides basic information about a product (informative advertising) to blatant appeals that try to convince customers to purchase a product

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(persuasive advertising) that may include direct comparisons between the marketers product and its competitors offerings (comparative advertising). However, sometimes marketers intentionally produce product advertising where the target audience cannot readily see a connection to a specific product. Marketers of new products may follow this "teaser" approach in advance of a new product introduction to prepare the market for the product. For instance, one week before the launch of a new product a marketer may air a television advertisement proclaiming "After next week the world will never be the same" but do so without any mention of a product or even the company behind the ad. The goal is to create curiosity in the market and interest when the product is launched.

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PROBLEM AND SOLUTIONS

Problems for Rehman Group were small range of products not providing consumers with enough variety and choice, large section of the society remain untouched, as there were no promotions and the targeted sector was lower income segment loosing control over market, so the company failed in their objective to sell more and earn profits.

In order to overcome the loopholes the company should have had wide variety of products for the customers, like Vinegar, Squashes, Juices could help to increase the number of customers and also target different sector of the society. A. HUGE DIFFERENCE BETWEEN MANUFACTURES PROFIT,

DISTRIBUTORS COMMISSION, RETAILERS MARGIN AND MRP IMPACT: IMAGE OF INFERIOR PRODUCT IN THE MIND OF CONSUME

SOLUTION: TO REDUCE GAP BETWEEN ACTUAL COST AND MRP

The MRP of the products was almost twice than the retailers price, that is the reason for uneven price at different stores. More difference between MRP and retailers price gives heavy margin to the retailers and less value to the end consumers, this also decreases the funds for the advertisement and other promotional activity. So the MRP of the products of Rehman Group was very high sale price was uncertain and company left with no funds for development because all margin was enjoyed by the retailers. It shows how the value of product is not
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completely delivered to end consumer who are the base for retailers as well as manufacturers success.

B. DISTRIBUTION: ONLY THROUGH S.S. (SUPER STOCKIST) IMPACT: MONOPOLY OF S.S.

SOLUTION: TO OPEN OWN WINDOWS AND STORES IN NEARBY AREAS

The major drawback for the company was that the channel of distribution for goods to make them available to consumers was only one i.e. (Super Stockist) which gradually changed the market situation for them and created monopoly so consumers had to pay more.

As to improve the market condition the company he should have opened its own windows and stores or we can say exclusive showrooms so they can sell the product with least interference of super stockiest and company can also educate the customer about the quality of its products.

C. PROMOTION: NO PROMOTION IMPACT: LACK OF AWARENESS AMONG CONSUMER.

SOLUTIONS: BROCHURES, FLEX BANNERS, CANOPEY, DISPLAY WINDOWS etc What is Promotion? Promotion is a form of corporate communication that uses various methods to reach a targeted audience with a certain message in order to achieve specific
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organizational objectives. Nearly all organizations, whether for-profit or not-forprofit, in all types of industries, must engage in some form of promotion. Such efforts may range from multinational firms spending large sums on securing highprofile celebrities to serve as corporate spokespersons to the owner of a one-person enterprise passing out business cards at a local businesspersons meeting. Like most marketing decisions, an effective promotional strategy requires the marketer understand how promotion fits with other pieces of the marketing puzzle (e.g., product, distribution, pricing, target markets). Consequently, promotion decisions should be made with an appreciation for how it affects other areas of the company. For instance, running a major advertising campaign for a new product without first assuring there will be enough inventory to meet potential demand generated by the advertising would certainly not go over well with the companys production department (not to mention other key company executives). Thus, marketers should not work in a vacuum when making promotion decisions. Rather, the overall success of a promotional strategy requires input from others in impacted functional areas. In addition to coordinating general promotion decisions with other business areas, individual promotions must also work together. Under the concept of Integrated Marketing Communication marketers attempt to develop a unified promotional strategy involving the coordination of many different types of promotional techniques. The key idea for the marketer who employs several promotional options (well discuss potential options later in this tutorial) to reach objectives for the product is to employ a consistent message across all options. For instance, salespeople will discuss the same benefits of a product as mentioned in television advertisements. In this way no matter how customers are exposed to a marketers promotional efforts they all receive the same information.
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Targets of Marketing Promotions The audience for an organizations marketing communication efforts is not limited to just the marketers target market. While the bulk of a marketers promotional budget may be directed at the target market, there are many other groups that could also serve as useful target of a marketing message. Targets of a marketing message generally fall into one of the following categories:

Members of the Organizations Target Market This category would include current customers, previous customers and potential customers, and as noted, may receive the most promotional attention. Influencers of the Organizations Target Market There exists a large group of people and organizations that can affect how a companys target market is exposed to and perceives a companys products. These influencing group s have their own communication mechanisms that reach the target market and the marketer may be able utilize these influencers to its benefit. Influencers include the news media (e.g., offer company stories), special interest groups, opinion leaders (e.g., doctors directing patients), and industry trade associations. Participants in the Distribution Process The distribution channel provides services to help gain access to final customers and are also target markets since they must recognize a products benefits and agree to handle the product in the same way as final customers who must agree to purchase products. Aiming promotions at distribution partners (e.g., retailers, wholesalers, distributors) and other channel members is extremely important and, in some industries, represents a higher portion of a marketers

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promotional budget than promotional spending directed at the final customer.

Other Companies The most likely scenario in which a company will communicate with another company occurs when the marketer is probing to see if the company would have an interest in a joint venture, such as a comarketing arrangement where two firms share marketing costs. Reaching out to other companies, including companies who may be competitors for other products, could help create interest in discussing such a relationship. Other Organizational Stakeholders Marketers may also be involved with communication activities directed at other stakeholders. This group consists of those who provide services, support or, in other ways, impact the company. For example, an industry group that sets industry standards can affect company products through the issuance of recommended compliance standards for product development or other marketing activities. Communicating with this group is important to insure the marketers views of any changes in standards are known.

Objectives of Marketing Promotions The most obvious objective marketers have for promotional activities is to convince customers to make a decision that benefits the marketer (of course the marketer believes the decision will also benefit the customer). For most for-profit marketers this means getting customers to buy an organizations product and, in most cases, to remain a loyal long-term customer. For other marketers, such as notfor-profits, it means getting customers to increase donations, utilize more services, change attitudes, or change behavior (e.g., stop smoking campaigns).

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However, marketers must understand that getting customers to commit to a decision, such as a purchase decision, is only achievable when a customer is ready to make the decision. As we saw in the tutorials covering Consumer Buying Behavior and Business Buying Behavior, customers often move through several stages before a purchase decision is made. Additionally before turning into a repeat customer, purchasers analyze their initial purchase to see whether they received a good value, and then often repeat the purchase process again before deciding to make the same choice. The type of customer the marketer is attempting to attract and which stage of the purchase process a customer is in will affect the objectives of a particular marketing communication effort. And since a marketer often has multiple simultaneous promotional campaigns, the objective of each could be different. Types of Promotion Objectives The possible objectives for marketing promotions may include the following:

Build Awareness New products and new companies are often unknown to a market, which means initial promotional efforts must focus on establishing an identity. In this situation the marketer must focus promotion to: 1) effectively reach customers, and 2) tell the market who they are and what they have to offer. Create Interest Moving a customer from awareness of a product to making a purchase can present a significant challenge. As we saw with our discussion of consumer and business buying behavior, customers must first recognize they have a need before they actively start to consider a purchase. The focus on creating messages that convince customers that a need exists
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has been the hallmark of marketing for a long time with promotional appeals targeted at basic human characteristics such as emotions, fears, sex, and humor.

Provide Information Some promotion is designed to assist customers in the search stage of the purchasing process. In some cases, such as when a product is so novel it creates a new category of product and has few competitors, the information is simply intended to explain what the product is and may not mention any competitors. In other situations, where the product competes in an existing market, informational promotion may be used to help with a product positioning strategy. As we discuss in the Targeting Markets tutorial, marketers may use promotional means, including direct comparisons with competitors products, in an effort to get customers to mentally distinguish the marketers product from those of competitors. Stimulate Demand The right promotion can drive customers to make a purchase. In the case of products that a customer has not previously purchased or has not purchased in a long time, the promotional efforts may be directed at getting the customer to try the product. This is often seen on the Internet where software companies allow for free demonstrations or even free downloadable trials of their products. For products with an established customer-base, promotion can encourage customers to increase their purchasing by providing a reason to purchase products sooner or purchase in greater quantities than they normally do. For example, a pre-holiday newspaper advertisement may remind customers to stock up for the holiday by purchasing more than they typically purchase during non-holiday periods. Reinforce the Brand Once a purchase is made, a marketer can use promotion to help build a strong relationship that can lead to the purchaser becoming a loyal customer. For instance, many retail stores now ask for a
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customers email address so that follow-up emails containing additional product information or even an incentive to purchase other products from the retailer can be sent in order to strengthen the customer-marketer relationship. Rehman Group were not doing any promotional events even they dont have any promotional strategy. So, the end consumer is not aware about the product and brand name Because of this even if shopkeeper/retailer recommends their product the end consumer was not purchasing it. Solutions for this problem is that the company should go for effective promotional campaigns which should includes brochures, flex banners, canopy, display windows etc so they can be known by end consumer as a good brand in foods and beverage industry which will finally increase the sales of the company.

SOLUTION: IMPROVED PACKAGING AND LABELING

Product packaging must be appealing in order to attract and hold the consumers eye and attention, and serve as an efficient and functional shipping container. Most physical products require packaging. This involves the design of a box or wrapper that contains the product. In addition to the function it performs to hold and protect the productit is also a powerful selling tool. Products can have multiple packages. This includes the container itself, such as a bottle, can, or case. This is often enclosed in a box for protection purposes. The product may also have a case or larger container to ship multiple products within one box. Each of these packages, particularly those that the consumers see before

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their purchase, offers the opportunity to communicate information to consumers at a critical point in their decision making process.

Packaging offers the opportunity to Protect the Product

Reduce costs due to breakage. Protect the product in transit: for example breakable or perishable items such as perfume, light bulbs or food.

Protect the product on the shelf: from theft, damage or tampering (i.e., pharmaceuticals or CDs).

Promote the Product

Complement other promotional activities. Communicate information: core benefits, why to buy testimonials, Internet addresses and toll-free telephone numbers, for products like tools or software.

Display the product: attach to display hardware or stand upright as with gloves or cell phones.

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Provide Additional Value and Differentiation

To provide increased purchase justification. Dispense the product: ease of use or the size of recommended portions, as with spray paint, hair care products, etc.

Preserve the product: seal and reseal perishables. Examples are food products and cleaning supplies.

Offer consumer safety: warn of hazards due to improper use of dangerous substances (such as the information on cigarette packaging) or design considerations (such as not standing on the top step of a ladder).

Serve other uses: containers that can be used for other after-purchase purposes. Film canisters might carry a couple days vitamins or aspirin in a backpack. A current foldable bicycle ships and travels in a suitcase, which then converts into a trailer to be pulled behind the bike.

Retail products purchased on an impulsive basis depend heavily on packaging to communicate information and encourage a buy decision. Music CDs, perfume, and software are examples of this. An increasing number of products are purchased without the assistance from a store employee, magnifying the opportunity and impact of the package. Well-designed packages offer a promotional tool and convenience value to the user. This can result in another form of product differentiation. Packaging can offer after-purchase value to store the product, or be used for other uses. Razors that are packaged in travel cases are an example of this.
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The packaging and labeling of the products was poor as the packing and labeling was very dull and the quality of labeling paper was also not up to the mark. This results into low confidence of consumers in the Rehman Group products. As we know WE BUY WHAT WE SEE

So Rehman Group was provided with better labels and packing designed by Acmez Infotech which had made their products more appealing and more purchasable in comparison to their close competitors . And now the products are looking more worthy.

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SOLUTION: TARGETING MIDDLE AND UPPER MIDDLE Targeted segment of Rehman Group was lower class as people in this class can not afford much except the necessities so automatically resulting into lower profits. The solution for this problem is to change and extend their target consumer they should target the middle class and upper middle class for their products. the revenue fallen short

MARKETING AND STRATEGY.

Marketing strategy has its roots in the basic concepts of marketing and strategy. Marketing strategy was probably used the first time that two humans engaged in trade, i.e., an "arm's-length" transaction. Certainly, early civilizations, such as the Babylonians, the Chinese, the Egyptians, the Greeks, the Romans, and the Venetians, had developed marketing strategies for their trading activities. They probably discussed appropriate strategies for given situations, and even taught these strategies to friends, family members, and subordinates. The actual function of marketing, i.e., the distribution function, was performed whenever exchange occurred. BUSINESS STRATEGY.

Business strategy is usually discussed and developed in the context of competition. It is associated with a struggle for scarce resources. The aim of the "aggressor" organization is to improve its position vis--vis "competitors." The competitors, i.e., "defenders," can be other organizations, suppliers, distributors, or customers. The competition is the enemy. Words such as "campaign," "attack," "battle," and
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"defeat" are frequently used. There is an "I win, you lose"sometimes called a "zero-sum game"mentality. This, of course, is also the operating framework for individuals, families, groups, countries, and alliances when formulating political or military strategy. Hence, business and marketing strategy is frequently associated with political and military strategy.

THE NATURE OF MARKETING STRATEGY DECISION MAKING. Marketing strategy is the result of decision making by corporate executives, marketing managers, and other decision makers. In general, the formal organizational titles or jobs of decision makers, or the nature or purpose of the organization, are irrelevant to the formulation of marketing strategy. When the decisions concern products or markets, the resultsi.e., the decisionsare all considered marketing strategy. NARROW PERSPECTIVE. In a narrow sense, marketing strategy is a specified set of ways developed by marketers to achieve desired market ends. E. Jerome McCarthy and William D. Perreault Jr., authors of Basic Marketing, stated that a marketing strategy defines a target market as well as an appropriate marketing mix and an overview of what a company will exploit a given market. In a marketing planning context, where marketing strategy tends to be developed, McCarthy and Perreault indicated that marketing strategy planning means finding attractive opportunities and planning ways to capitalize on such opportunities.

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BROAD PERSPECTIVE. In a broad sense, marketing strategy is composed of objectives, strategies, and tactics. Objectives are ends sought. Strategies are means to attain ends, and tactics are specific actionsi.e., implementation acts. A marketing objective of increasing market share is linked to the marketing strategy of altering the product line in order to reach new market segments and to the marketing tactic of introducing a new brand name and various promotions for a targeted portion of the market. STRATEGY LEVELS. Marketing strategy is developed at different levels of an organization (the hierarchical dimension), across core marketing functions (the horizontal dimension), and for marketing execution and control functions (the implementation dimension). Strategy is usually developed in a hierarchical fashion from top to bottom; for example, there could be several layers of objectives where each objective is a function of a superstructure of superior objectives, and a determinant of subordinate objectives (except for the highest and lowest levels of objectives). Higher-level decisionsthe superstructureact as constraints on the one hand, and guides or aids for decision making on the other. The organization levels could include the overall corporate level, strategic business units, product markets, target markets, and marketing units, depending on the complexity of the organization. MARKETING MIX STRATEGY. Strategy is also developed across the core functional areas of marketing: product, price, place/distribution, and promotion strategies. Any functional level of marketing, in turn, can have additional levels of marketing strategy decisions where refinement of the strategy might take place. For example, in the advertising
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component of the promotion function, the organization might develop marketing strategy consisting of advertising objectives, advertising strategies, advertising themes, advertising copy, and media schedules. In addition, because of the growing customer emphasis of marketing, marketers have added new customer-oriented components to the marketing mix: customer sensitivity, customer convenience, and service. MARKETING STRATEGY PROCESS Marketing strategy is produced by the following basic decision process: (1) defining the marketing problem (or opportunity); (2) gathering the facts relevant to the problem (this includes defining the appropriate sources of useful facts or information); (3) analyzing the facts (perhaps with the aid of decision models and computer software); (4) determining the alternatives or choices to solve the problem; and (5) selecting an alternativei.e., making the decision. DETERMINANTS. Marketing strategy is determined by internal and external uncontrollable environmental forces. The internal environment (the environment within the organization) includes previous and higher-level strategies as well as resources (such as products, processes, patents, trademarks, trademark personnel, and capital). An example of an internal environmental influence on marketing strategy is when a previous strategic decision (such as the choice of a product market for a strategic business unit of an organization) affects current marketing decisions (such as market segmentation and target market selection). Likewise, an organization's financial strength (such as current cash flow) influences its formulation of

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marketing strategies (such as target market selection, positioning choices, and marketing mix decisions). The external environment has domestic and global dimensions. The domestic dimension contains home country environments (such as a country's cultural environment). The global dimension consists of international forces (such as global demand and competition) affecting home country environments. The external environment includes the immediate task environment as well as legal and political environments, economic environments, infrastructures, cultural and social

environments, and technological environments. An example of an external environmental influence on marketing strategy is when advertising strategy development is affected by such variables as customer media habits and governmental regulations. TOOLS AND TECHNOLOGY. Marketing strategy can be developed with the aid of such tools as marketing concepts, marketing models, and computers. A marketer uses these tools to facilitate decision making. The computer-based method of marketing strategy generation, for example, is usually a quantitative approach starting with marketing theory and ending with the processing of data through a specialized computer program that analyzes variables and relationships. The computer-based method begins with a segment of marketing theory. Marketing theory can be broken down into concepts and subconcepts. A concept is a set of related ideas or variables. For example, the product life cycle is a major concept in marketing. It describes market response (in terms of sales or revenues) to a product over the product's commercial life. It depicts four life stages of the
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product, namely: introduction (or commercialization), growth, maturity, and decline. Each stage of the product life cycle corresponds to the degree of competition it faces and the maturation of the market. Marketing strategy changes over the life of the product. In general, there is an appropriate set of marketing strategies or alternatives for each phase of the product life cycle. Market response, stages of the product life cycle, and other ideas constituting the concept are all variables that can assume different values and represent different relationships across the variable set. A marketing model articulates and quantifies the variables and variable relationships of a marketing concept. The marketing model also has inputs, processes, and outputs, which allow marketers to determine the effects of their strategies and decisions on both consumers and competitors. Prepackaged marketing and spreadsheet software can facilitate the production of marketing models. A marketer needs only to change the values of the variables based on the facts that have been gathered in the situation analysis in order to use the output to arrive at a decision. When necessary, the decision maker can add or delete variables and change the functional relationships of the marketing model. Of course, it is also quite easy to assume different situational facts and consider the net impacts on the marketing strategy, or the results of implementing the marketing strategy. Thus, it is relatively easy, using computer software, to develop a marketing strategy and to perform sensitivity (degree of impact of changes) and contingency analyses (alternative scenarios)

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OLD MARKETING STRATEGY

PRODUCTS: Leather shoes, Leather Uppers
Company in the initial stage had a narrow product line and a small variety of product leaving the customer with less choice, which resulted in less number sale thus impacting the revenue and profits of the company. Comparatively, the other companies in the Industry had a wide variety of products to offer to the customers.

PRICE: VERY CHEAP AS COMPARED TO OTHERS

The products the company sold were low priced as compared to the big companies which made consumers believe that the quality is compromised. As the prices were low company experienced many difficulties in the accumulation of funds for the promotion of the products and also to match the pace to be in competition in the market. And also the price at which the retailers sold the products differ, which created uncertainty in consumers mind.

DISTRIBUTION: RETAILER CENTRIC:

The companys strategy laid more emphasis on pleasing the retailers rather than communicating the value to and consumers who are the base for success of any
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organization, so there were no advertisements, no schemes, no promotional strategies.

PROMOTION: MYTH: MANUFACTURING QUALITY PRODUCT WILL ITSELF WORK AS PROMOTION THROUGH POSITIVE WORD OF MOUTH
The basic outlook of the company was to focus only on quality not on promotions which did not attract much customers and the company had to fall short in sales they intended to make.

TARGET: LOWER MIDDLE CLASS:

The segment of the society the company was targeting was very little and lower income group which rarely could afford to spend anything extra other than necessities.

POSITIONING: NO POSITIONING STRATEGY

The company had no positioning strategy as to how to pose themselves in the eyes of the society and pour their name in the consumers mind, their ineffective strategy left no lasting impression on the society.

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PACKAGING AND LABELING: NO FOCUS

The packaging and labeling of the products were too dull to match the existing flashy packaging of the products in the market which attracted the consumers in large numbers.

TAG LINE: NO TAG LINE

The tag line of the product these days is very important for the consumers to relate to the product. And Rehman Group did not have any Tag line to support the products and goods they offered to the society.

SCHEMES: NO SCHEMES
Rehman Group lacked proper planning in respect to the schemes to target and attract the customers to buy their goods. No discounted schemes or free gifts offered to the consumers to make it appealing.

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Not having Knowledge

Knowledge Of Tingo

1.1 Current Position of Brand

Sales

Tingo Others

1.2 Sale Chart

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SUGGESTED MARKETING STRATEGY

PRODUCT: INCREASING LEATHER JACKETS, LERATHER UPPER .

We have suggested that range of product lines should be increased so as to make easy for the consumers to choose their own favorite product among all. More the number of products more are the chances of market capture. When consumers are getting more varieties of products they might get used to consume large no of product at a time as well which can enhance the profitability. More variety of products such as squashes and jelly appeal kids section of consumer to a high extent which is very profitable for the company as well.

PRICE: INDUSTRY BASED

The price should be decided according to the industry norms so as to make the product more competitive in the market. Generally people have some kind of misconceptions that if a product price is low, the quality must be of low standard. So in order to make people clear about the quality aspect of product the price should be set accordingly.

DISTRIBUTION: DISPLAY WINDOW, SMALL STORES, OWN MARKETING REPs along with Distributors

There are some kind of distribution strategies which can be used to attract more and more consumers. They can be in the form of display windows, in which products are displayed in distributors stores or retail outlets by paying them a amount of money for display. This method is profitable to retailers and company as
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well and act as a eye catcher for the consumers. It can be done with the help of sending our own marketing representatives along with distributor so that he can attract more consumer towards their product by using his skills and can convince them for using their products.

There are many promotional strategies which should be used such as website launch which should provide all kind of information about the product so that consumers can get access to the product whenever they wish to, or we can get the brochures printed so that the consumers who are unable to access websites can get the information easily. Brochures also contain full fledged information about the consumers and can reach a large number of consumers such as it can be distributed to the college and school students outside their campus. The other means of promotional strategies can be in the form of flex banners which can be used for those people who does not have time and are very busy to read even a brochure. Flex banners can be hung up on red light signals so as to attract the consumers towards the product. The next promotional strategies we can adopt is canopey, this strategy is considered to be very useful for illiterate people who cannot read and write and do not understand websites, brochures etc. they ca n get all the information about the product verbally from the marketing representatives and can avail the product easily

TARGET: MIDDLE AND UPPER MIDDLE

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The target customers should be middle class and upper class so that they can atleast afford to buy the products. If lower class consumers will be focused then the sales will automatically suffer and hence the profitability.

PACKAGING & LABELING: IMPROVED and CLEAN

The product should be packed and labeled very hygienically and purely. If the product is not hygienically packed it will create a unhealthy environment among the consumers and their mentality, they will not like to use the product .Moreover the packaging should be improved by the time passes so as to create a new and fresh image of the product in the minds of consumers. It should be done according to consumer demographics such as age, taste etc.. such as kids like colourful packaging of any product so it should be done like that only to make their product more appealing. TAG LINE: SWAD BHI VISHWASH BHI

The tag line of any product act as a identification of any product due to which people recognizes the product so the focus should be given on highlighting the tag line. The quality of a good tag line is that it should connect with the consumer psychology what they feel about the product should be shown in the tag line. A good tag line helps consumers to memorize the product for a longer time so better the tag line , better the life of the product.

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CONCLUSION
WHAT REHMAN GROUP WERE AT STARTING Initially Rehman Group is just acting as manufacturing unit they are not at all concerned about their marketing and distribution. Slowly slowly they are trying to increase their sales by PUSH STRATEGY so, they start giving the high margins to distributors and retailers keeping in mind that retailers recommendation has great influence on consumers buying decision and retailer can sell what he want to sell.

WHERE THEY HAVE REACHED NOW Now they are educated about the importance and scope of marketing as well as communicating and providing the value to the end consumer. So they are also applying the marketing (promotional) strategy provided by Acmez
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Infotech and because of these promotional strategy people also knowing REHMAN as a brand. And they are also trying to change their pricing policy so they can also raise funds for promotional strategy.

AND WHAT WILL BE THEIR FUTURE WITH EXECUTION OF NEW MARKETING STRATEGY. If Rehman Group will follow my suggestion I believe after 1 year REHMAN will surely stabilished as a good, value for money type of brand in uttranchal, uttarpardesh, madhyapardesh, bihaar and punjaab. They will also able to earn healthy revnue by increasing their share in the marketing and generate good profits for their organization

BIBLIOGRAPHY
Books Referred
1. Rehman Group: Market Audit Report of Rehman Group. 2. Philip Kotler

Website Referred

1. http://www.referenceforbusiness.com/encyclopedia/Man-Mix/MarketingStrategy.html 2. http://www.udel.edu/alex/market/key5.html 3. http://en.wikipedia.org/wiki/Segmenting_and_positioning 4. http://articles.mplans.com/packaging-and-labeling-yourproducts/#ixzz1SAzhR94G 5. www.google.com

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6. www.acmez.com

APPENDIX Questioner Personal Information Name................................ Gender.. Address . Age.

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1. Had you ever heard about REhman Group? (A) Yes (B) No

70 60 50 40 30 20 10 0 yes No Series1

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Interpretation:-40 % People Heard About The Rehman Group And 60 % Are Not Aware

2. Do you use Rehman Products? (A) Yes (B) No

70 60 50 40 30 20 10 0 yes No Series1

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Interpretation:-67 % People use REhman products and rest of use other brand

3. Is Packing & Labeling of the REhman is upto the Mark? (A) Yes (B) No

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70 60 50 40 30 20 10 0 yes no

Interpretation:- Packaging of REhman Product is not like to most of the customers

4. The Price of Rehman Products : (A)Over Price Price (B)At Par (C)Under

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70 60 50 40 Series1 30 20 10 0 over price under price at par Series2

Interpretation:-Price

of the Rehman

product are

reasonable as compared to other product

5. Easily Available? (A)Yes (B) No

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Interpretation:-It is not easily available at our retailer shop

6. Do you trust Retails Recommendation? (A)Yes (B) No

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70 60 50 40 30 20 10 0 yes no

Interpretation:-IF Retailer Suggest customer to buy a particular product They will go for that product easily

7. Which Brand do you use? (A) Rehman Gropu (B) Raymonds (C) Siyaram

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70 60 50 40 30 20 10 0 over price under price at par Series1 Series2

Interpretation:- It is find that the customer are mostly use Rehman Group and Raymonds

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