IN COMPANY TRAINING REPORT

ON
SALES & MARKETING
STRATEGIES ADAPTED BY MARK3

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF

THE DEGREE OF BACHELORS IN BUSINESS ADMINISTRATION (BBA)

TRAINING SUPERVISION:

SUBMITTED BY:

NAME__________________

STUDENT NAME

DESIGNATION__________

ENROLMENT NO.

SESSION:
DISTRICT
PINCODE

PREFACE
A hallmark of any premier business school is its willingness and ability to constantly
explore and implement new ideas and practices in the field of management education.
Institute constantly reorients their programs in order to keep abreast of changing
development.
The initial interaction between school students and industry takes place when the
students undergo project is usually for knowing the process for recruitment, selection,
industrial relations & training of that institution. It is often the exposure to corporate
culture that a student receives, particularly true for students without prior work
experience.
As a part of curriculum of BBA have joined MARK3 for summer training &
project. MARK3 is a service oriented
Co-operative democratic institution engaged in giving the best in banking services to
its customers.
The main purpose of the study is to know the policies of the bank regarding
marketing & financial services, which helped me in gaining knowledge about the
different working pattern of different departments of a bank.

ACKNOWLEDGEMENT

"Accomplishment of any task necessarily depends upon the willingness and

enthusiastic contribution of time and energy of many people."
From the starting till the completion of this project, there are many people without
whose assistance all my efforts would have been fruitless. I, therefore, acknowledge
all who generously helped me by sharing their time, experience and knowledge with
me without which this project would have never been accomplished.
I must express my gratitude to ___________________ (my project guide)
whose perceptive guidance, constant encouragement, constructive criticism and
affection were the light of guidance during my tenure of my work.
Finally, I would like to state that the project not only fulfilled an academic
requirement, but would also help me in future endeavors in the years to come.

TABLE OF CONTENT

Particular
Acknowledgement
Preface
CHAPTER-1 : INTRODUCTION
CHAPTER-2: RESEARCH METHODOLOGY
CHAPTER-3 : DATA ANALYSIS
Findings & Recommendations
Conclusion
Bibliography
Questionnaire

Page No.

CHAPTER-1
INTRODUCTION

COMPANY PROFILE
Why Mark3

A True One stop shop - End to end services capability from strategic to tactical
roadmap with measurable ROI
At mark3 we believe in creating value through Collaborative Marketing
We believe in Offering Good Packages at a fair price
We believe in sustainability for our people and clients
Team that you can rely on we work as your extended arm and are ALWAYS
AVAILABLE
Our market understanding helps us to value add to your marketing initiatives
We ensure integrity at the highest level
Vision Statement
To provide marketing services those have the ability to translate ideas or strategies
into campaigns and programs with focused actions and measurable outcomes.
Mission Statement
To offer sustainability to our employees to yield the best, to our clients to reap the
best and make positive contributions to the society where we operate.
Services
Customer Acquisition Practices (CAP)
Reaching a fragmented audience has been a challenge and with changing SMB
landscape it is becoming even more challenging for the marketers to acquire right set

of customers. We at mark3 understand that it is rare that a single marketing tactic will
deliver the results as required in this period of rapid and wrenching changes.
It starts with a strategy and with mark3 customer acquisition practices, you get
strategy built around proven methods of acquiring prospect customers that produces
the best metrics.
When you choose Priority for customer acquisition you're choosing a team that will
understand your target audience, analyse, define and execute your current customer
acquisition strategies through multiple channels and track your results. This is what
we do at mark3. We execute these strategies with novelty to produce real prospects
and results.
mark3 CAP is aimed at supporting its clients to achieve success through several
pioneering and essence based policies. We execute effective customer acquisitions
through various high impact target campaigns that are responsible for the success of
the business venture.
The team at mark3 understands the market scene and converts market insights into
marketing intelligence, hence we are able to identify the right elements, send
messages to the right decision makers, and ensure a proper response for growth in
business.
The marketing message delivered by these offerings is a focused one with relevant
milieu to capture the right target audience.
Our strategic approach to CAP is to create opportunities for our clients with their
audiences at every level, both online and offline, all while delivering the message in
perfect synchronization. This allows our clients to create their campaign once and
easily access it for consistent publication in virtually every medium, including web,
print, email, digital media, social media and more.
Digital Marketing Solutions
Mark3 unique offerings on Digital Marketing solutions help businesses fortify
their initiatives used to communicate with the market.

At mark3, DCS are seen as Great ideas deserving great art, having effective message
and with appealing value. As digital marketing and creative services agency, we help
our clients transform the way their brand, website and marketing campaigns perform.
The team at mark3 delivers creativity that cuts through and makes the difference and
hence we strive not to let the Good ideas, innovation, good design and creativity go
out of fashion.
At mark3 we understand Digital marketing is about results; Clear, measurable
contributions to your objectives and bottom line.
If you want to take your digital medium project to the next level, let mark3 team
help.
Events Planning & Management
Mark3 defines events as the force of Creative Society that understands the
Human Spirit Marketing.
As natural extension, mark3 helps its clients with end to end event management with
innovative & creativity at its helm to provide rich experience to our clients and their
audiences. Our extremely varied offering and innovative approach provides our
patrons with a flexible and custom made experience.
We work in partnership with our clients to raise standards and offer novelty to the
offers. At mark3 an emphasis is to continuously invest in our staff to deliver
excellent services to each and every customer whatever and wherever the event might
be.
Mark3 believes that Great Events dont just happen. We at mark3 leverage its
experience, creativity and team and ensure we are taking care of every little detail and
provide you with innovative and cost effective solutions to your business needs.
mark3 understands events are organized to bring about an exchange of information
and ideas between customers and business owners for enhancing sales and brand
value. Our experts manage the entire event along with program development and
marketing of the event. We also organize press coverage of the company and ensure
transformation of editorial articles to endorse the views and position of the company.

We at mark3 ensure that these integrated services are able to reach the target
audience and convey the company's point of view to ensure enhanced sales.
Events Planning & Management
Mark3 defines events as the force of Creative Society that understands the
Human Spirit Marketing.
As natural extension, mark3 helps its clients with end to end event management with
innovative & creativity at its helm to provide rich experience to our clients and their
audiences. Our extremely varied offering and innovative approach provides our
patrons with a flexible and custom made experience.
We work in partnership with our clients to raise standards and offer novelty to the
offers. At mark3 an emphasis is to continuously invest in our staff to deliver
excellent services to each and every customer whatever and wherever the event might
be.
Mark3 believes that Great Events dont just happen. We at mark3 leverage its
experience, creativity and team and ensure we are taking care of every little detail and
provide you with innovative and cost effective solutions to your business needs.
Mark3 understands events are organized to bring about an exchange of information
and ideas between customers and business owners for enhancing sales and brand
value. Our experts manage the entire event along with program development and
marketing of the event. We also organize press coverage of the company and ensure
transformation of editorial articles to endorse the views and position of the company.
We at mark3 ensure that these integrated services are able to reach the target
audience and convey the company's point of view to ensure enhanced sales.
Consulting Practices
The future of sales and marketing will be partly shaped by the current development
and partly by long run forces. As a result of global economic slowdown effect, the

customer spending is on every marketers mind. Will the consumer in the new
decade spend more cautiously than they did in the past?
Mark3 understands that this new phase, post economic recession, will be greatly
Financially Driven. Thus, the marketers will have to work harder than ever to separate
consumers from their dollars.
Mark3 help its clients by developing the path of sustainable business practices.
Companies that practice sustainability are more resilient and adaptive to changes in
the business environment and hence deliver more shareholder value.
Mark3 also help companies develop strong shared values. We believe that companies
with strong shared values usually succeed with decentralized or localized decision
making. We help companies not only to standardize but to localize as well.
Social Media
Social networking sites are fast emerging as the most influential medium of
promotional activities for the corporate world globally.
Here is an interesting stat on Social Media To reach 50 million user base, Radio
took 38 years, Television took 13 years, Internet took 4 years while iPod took 3
years. In comparison to this Facebook has added 200 million users in less than a
year!
Social Media has changed our lives more than what we can imagine, and it is only
going to increase going forward.
With such quick rise in popularity and with masses coming into fold, brands and
advertisers have to quickly adapt to the ever changing dynamics of this medium.
Here are some of the latest numbers on Social Media Space:
74% of the worlds Internet population visit a social networking/blogging site

Social

Media

site

visits

average

almost

hours

monthly

3 of the 7 biggest brands online globally are social media: Facebook, Wikipedia
and YouTube.

 55% of Indians that read online product reviews have purchased products based on
feedback
It does make business sense to spend towards promotional activities in various forms
of media, thronged by maximum number of people wherein lays your target customer
be it by age group, income group, gender profile or a profile with specific style
statement.
One such new medium (rather old to a few) that has cropped-up, against all odds of
conventional media offerings, is social networking sites
Social media tools are more than just new communication tools when entrepreneurs
harness the people power behind the tools to connect with customers in the right way,
small businesses grow and reputations are made.
Branding
You notice that as you spend more time on these networks, more people are talking to
you and you're expanding your reach. You continue to engage in the coming months
by posting regular videos and photos of the services you provide.
Visibility
Social media is takes time in order to reap its immense benefits as a marketing tool,
but as you develop relationships, your customers become part of your effort. They
talk about you and your products when they become fans of your page or follow you
on social networks. Sometimes they talk so much the ideas go viral they get others
to view your pages and decide if they want to jump on the bandwagon too.
Awareness
When entrepreneurs make the effort to find and meet their customers on social
networking sites, entrepreneurs are able to keep abreast of what people are saying
about their business. Whatever people are saying, good or bad, the entrepreneurs can
be part of the conversation. The medium allows them to be aware of and can respond

to correct the misinformation, fix the mistake, or change the situation in ways that
build stronger relationships.
Lead Generation
The great aspect of social media is with proper attention, it significantly expands the
entry points for your brand and business. Now, instead of customers finding you
through just Google Search, or the Yellow Pages, they can find you through Search,
Twitter, Facebook, LinkedIn, YouTube, Flickr, and many, many more.
Goodwill
whats even more powerful with social media is its capabilities for goodwill
generation for your company and brand. If people are involved with you on an
emotional level (marketing 3.0), they will be much more likely to refer friends and
family to your business, as well as talk positively about your brand. When it comes
down to it, a good customer referral is the most powerful form of marketing there is.
Career
Some elements that sum up our culture: passion, excellence, integrity,
entrepreneurship and balance.
We do not believe in pencil pushing as a career track. Our employees feel like they
are plugged in and constantly learning the tools of SMART INTEGRATED
MARKETING. And we encourage them to grow by giving them plenty of
opportunities to be out on the playing field, absorbing ideas and developing new
skills.
Learn and Grow With Us We are looking for dynamic and enthusiastic individuals
to join our team. If you are passionate about conquering and reaching new heights,
deliver smart innovate solutions, with a flair for creativity and go getter, then you may
be just the person we are looking for. We invite you to explore the opportunities we
provide if you have what it takes to succeed.

ORGANISATION STRUCTURE OF MARK3

An organizational structure consists of activities such as task allocation, coordination

and supervision, which are directed towards the achievement of organizational
aims. It can also be considered as the viewing glass or perspective through which
individuals see their organization and its environment.
Organizations are a variant of clustered entities.
An organization can be structured in many different ways, depending on their
objectives. The structure of an organization will determine the modes in which it
operates and performs. Organizational structure allows the expressed allocation of
responsibilities for different functions and processes to different entities such as
the branch, department, workgroup and individual. Organizational structure affects
organizational action in two big ways. First, it provides the foundation on which
standard operating procedures and routines rest. Second, it determines which
individuals get to participate in which decision-making processes, and thus to what
extent their views shape the organizations actions.

INTRODUCTION TO THE TOPIC

Marketing - Promotion Strategy
Promotion is the method you use to spread the word about your product or service to
customers, stakeholders and the broader public. Once youve identified your target
market, youll have a good idea of the best way to reach them, but most businesses
use a mix of advertising, personal selling, referrals, sales promotion and public
relations to promote their products or services.
1.

Advertising

2.

Selling

3.

Sales Promotion

4.

Public Relations

Sales & Marketing Promotion Strategy of MARK3

Creating a sales and marketing promotions strategy requires a thorough knowledge of
your companys products, competition and overall mission. Sales and marketing
promotions strategists must first be able to identify which segment of the general
public might be interested in purchasing products.
Markets
Marketing a product goes beyond just the obvious aspects of age group and gender.
Strategists have to factor in lifestyles, income and location, as well as what is trendy.
They conduct research and polls to discover what the public likes about their
products, or what the public would do differently. They also need to find out why
people are choosing not to buy their products.
Promotions
A good sales and marketing promotions strategy involves a sure-fire method to reach
its audience. This involves designing graphics to creating catchy jingles for
advertising. Sales and marketing strategists push their products and services through
many different venues, such as broadcast and print advertising, billboards and e-mail
newsletters. Other promotions include offering discounts on products or rewards for
purchasing a certain degree of service.

Competition
Sales and marketing promotions strategies focus must focus heavily on what the
competition is doing, and how it goes about promoting its own products. Strategists
have to ask if what the competition is doing is successful, and if so, why. They also
need to be aware that they can, in fact, learn a lot from the competition, and if
necessary, steal the competitions ideas and make it their own--much like Coke and
Pepsi, or Burger King and McDonalds, all do on a regular basis.
Pricing
When it comes to making a purchase, the first thing a customer typically observes is
the cost. Its up to sales and marketing promotions strategists to figure out how much
a customer is willing to pay for a product, factoring in how much it costs to
manufacture the product. There is also the location factor, where prices for the same
product might need to vary by region.
Supply And Demand
Along with knowing the many facets of pushing products and services, sales and
marketing promotion strategists keep track of inventory, making sure there are enough
items available to meet buyer demand. If another company is manufacturing the
product, they have to make sure orders are placed and that products arrive in good
condition. Where and how to store or display items may be another consideration.

How to Design a Sales Promotion Strategy

For a sales promotion strategy to be successful there needs to be a plan in place.
When you design a sales promotion strategy, you need to make sure that the company
is getting the best return on investment and good marketing exposure in exchange for
the promotional part of the strategy. If a company is using a buy one, get one free
promotional strategy, then there needs to be sufficient return for the item that will be
given for free to make sales promotion a success.
Reaching Sales Representatives
Step 1
Determine if you want the sales promotion to be a short-term or long-term promotion.
For a product just being introduced, you will want to use a long-term promotion to
help establish the product in the sales representatives' minds. A product that is at the
end of life would be a short-term promotion as you are trying to get old product off
shelves.
Step 2
Create a spiff-based promotion for your product that will entice sales representatives
to want to push your product. The spiff can be done on a per-unit basis where every
unit sold gets a bonus, or you can create a spiff based on volume where the bonus is
not paid until a certain volume of sales is reached.
Step 3
Develop a registration system that will require sales representatives to sign up to be
part of the sales promotion. The registration will not only track sales volume for each
representative, it can also be used as a contact database for future sales promotions
involving sales representatives.
Step 4
Create marketing material that outlines the complete program to sales representatives,
gives registration information and offers sales pitch information that representatives
can use when trying to sell your product.

Step 5
Stay in touch with registered sales representatives with weekly sales pitch information
updates, and updates on how each representative is performing in the promotion. This
will help to stoke the competitive fires among the sales representatives and drive
revenue.
Promoting to Retail Customers
Step 1
Focus your promotion on one product, or one family of products. If you make the
promotion too broad, then retail customers may get confused and not participate. If
the promotion works for one product, then you can replicate it for other products as
well.
Step 2
Determine which kind of retail sales promotion strategy you want to use. Some of the
popular retail promotions are buy one, get one free as well as free sample, buy a
product and get a free accessory or a mail-in rebate.

Step 3
Create a comprehensive set of rules for the promotion and include those rules on all of
the promotional material. Work with your company's legal department to ensure that
the rules of your promotion are complete and effective.
Step 4
Develop a website where customers can register to receive promotional rewards and
find out more information about the product and company. Ask customers to give
their email address for future promotions. Designate a toll-free phone number where
customers can call and ask for more information on the promotion.
Step 5
Create a retail display that gives all of the details of the promotion to be placed in all
of your retail outlets.

The Impact of Advertising & Sales Promotion in Revenue

While the two terms are often used interchangeably, advertising and sales promotion
designate different parts of a business's marketing strategy. Advertising has to do with
building brand recognition and taking measures to build long-term profitability,
whereas sales promotions are shorter-term strategies that infuse immediate revenue
into a business by directly affecting the price of goods or services. While both can
potentially affect revenue, sales promotions have a direct connection to the amount of
money your business brings in.
Increasing Value
Advertising can help your business to increase its value and build its reputation. This
can happen in two ways: either through the purchase of advertising space in
magazines, newspapers, social media or other outlets, or through editorial coverage.
Ideally, editorial coverage is the aim of many small businesses. It costs you virtually
nothing and can have long-lasting impact on building your firm's reputation.
Essentially, this is about garnering public relations. Make contacts with your local
newspaper, community organizations, and social clubs. Take part in promoting
nonprofit events or sponsor a Little League team. All of these are ways to get your
business's name out in the public without spending money directly on advertising.
Brand Reputation
Apart from these more traditional means of increase brand value, your business
should also be concerned with its brand reputation. A solid brand reputation will
directly affect revenue, as customers will feel safe and secure in purchasing goods and
services from your company. Reputation management is about understanding the
influence of customer perceptions on your business's revenue prospects. The idea here
is to manage customer expectations, to respond quickly to problems or issues, and to
always conduct your business in an ethical way. This concern with reputation should
extend through all forms of marketing and advertising and your approach to customer
service.

Sales Promotions
Sales promotions are meant to directly drive revenue. There are many ways to go
about sales promotions, and all of them have to do with communicating an added
value or incentive to your consumers. For example, you can offer a free trial of a
product or service, issue coupons, offer rebates, or hold contests for free goods. All of
these methods aim to get customers into your business to spend money.
Bringing It Together
As you might have guessed, marketing, advertising and sales promotions do not exist
in isolation. Businesses need a good mix of all of these methods to encourage both
short- and long-term revenue and growth. The goal is to keep your business profitable
and to keep a good reputation in the community and among your current and potential
customers. By balancing value-increasing activities with a direct investment in
advertising and sales promotions, businesses can prosper.

Direct Sales Vs. Promotion

Direct sales and sales promotions are two major components of the promotional
element of marketing. The marketing mix outlines four critical strategic marketing
elements -- product, place, price and promotion. When marketing a product, sold
through specific distribution channels and at certain prices, various strategies such as
advertising, direct sales and promotions are common.
Direct Sales Basics
Direct sales involves person-to-person selling in which a company salesperson
communicates the benefits of products and services to prospective customers. This
can happen in business-to-business, trade channel or consumer markets. Direct sales
is a more assertive marketing approach in which companies use salespeople to
personally present persuasive messages to customers, listen to their feedback and
concerns, and attempt to close the deal by responding effectively to those concerns.
Pros and Cons

Direct selling is more personalized and engaging than other types of marketing.
Salespeople personally interact with customers face-to-face, whereas with traditional
advertising, messages are delivered through media with the hope of a consumer
response. Direct selling also allows the company, through its salespeople, to build
effective long-term relationships with key customers. Costs of employing salespeople
and the potential alienation of customers driven away by high pressure selling tactics
are drawbacks.
Promotion Basics
A sales promotion is a form of advertising that focuses on short-term sales
inducements. Sales promotions entice customers with price discounts or other priceoriented benefits. This separates promotions from brand-building advertising that
focuses on the long term. Sales promotions center on the price side of the value
equation, which means consumers perceive value as a comparison of price and
product benefits. Sales promotions suggest a good value because of a reduced price
point, but constant benefits.

Tactics and Goals

Coupons, off-price discounts, rebates and percent-off sales are among common sales
promotion techniques. Companies use sales promotions for a variety of reasons. New
companies use them to drive instant traffic. Clearing out excess inventory is another
common intention. Additionally, companies use sales promotions to attract customers
in hopes of also selling higher margin products. Generating immediate cash flow to
cover short-term debt and expense obligations is another common and important
purpose of sales promotions.

Sales Promotion Advantages

A sales promotion is a marketing technique that is designed to entice a customer to
take a specific action such as make a purchase or request more information. A sales
promotion usually occurs for a limited period of time to help create a sense of
urgency. Examples of sales promotion can include coupons, free trial periods and

discounts, to name a few. Sales promotions offer a number of advantages to the owner
of a small business.

Luring New Customers with Price

By offering a reduced price on a popular item, you can lure customers away from
competitors, which may ultimately help turn them into regular shoppers. For example,
if you own a small electronics store that's competing with a large retailer, offer a
discounted price on a popular cell phone model for a limited time. If you serve the
customers well during the purchase process, they may be willing to come back.

Gaining Community Favor

Create a good name for your business by staging a promotion that supports a worthy
cause. For example, if your town needs a new fire engine or police car, donate a
portion of customer purchases at your business to the cause. You'll be helping your
community, which is a win-win for everyone and may lead to more business for you.

Encourage Repeat Purchases

Businesses like airlines and hotels successfully use rewards programs to encourage
customer loyalty, and you can do the same for your small business. If you own a
coffee shop, for instance, give customers a rewards card that you hole-punch each
time they make a purchase. After they make five or 10 purchases, they can redeem the
card for a free cup of coffee.

Entice Reluctant Consumers

Giving away free products or services is a good way to get people to try them for the
first time, which may lead to a purchase. If you own a deli and you've added a new
sandwich to the menu, pass out small samples to each of your customers as they come
in the door. If you operate a health club, offer a free trial membership or free personal
training sessions to get people to give you a try.

Providing Information
A sales promotion can help you provide information to potential customers that aids
them in making a decision. This can be beneficial for products or services that are
complicated or are unfamiliar to consumers. For example, if you're a financial planner
and you're attempting to gain clients in the area of retirement planning, a free seminar
allows you to explain what you do and how some of your investment products work.
Objectives of Sales Promotion
A sales promotion is a marketing technique usually designed to last for a relatively
short time. Common sales promotion techniques can include special pricing, coupons
and staging events to gain publicity. Small businesses can make use of sales
promotions to achieve a number of specific business objectives.
Keep Existing Customers
A sales promotion can be geared toward keeping existing customers, especially if a
new competitor is opening nearby. For example, a barbershop owner can mail
coupons to all of his existing customers to take attention away from a competitor's
grand opening event. A dry cleaner could implement a referral program where he
gives existing customers a discount when they refer new customers to make a
purchase, which can help build customer loyalty.
Inventory Clearance
A special promotion can help you clear inventory to make room for seasonal or new
merchandise. If you own a clothing boutique, for example, you may need to advertise
a reduced price on winter clothing to make room for spring and summer fashions. The
owner of a gift shop can conduct a clearance sale on Halloween merchandise to make
room for Christmas products.

Reaching New Market

A promotion can be a way to reach a new segment of the market. For example, if you
operate a health club and you've developed a fitness plan geared toward senior

citizens, you can use a mailing list with addresses of those who are age 65 and older.
You can then mail a coupon or special offer to this market segment.

New Product Launch

A sales promotion can help you introduce a new product to the marketplace. For
example, if you operate a bakery and you're unveiling a new line of pastries, you can
generate a promotion to get people to come to your bakery and try them. Your
promotion can offer a discounted price or the addition of a free item, such as a cup of
coffee.
Increased Brand Awareness
A sales promotion can help increase awareness of your brand, which can ultimately
lead to additional sales. For example, by sponsoring a charity, event such as a chicken
barbecue or raffle, you can make people in the community aware of your company in
a positive way, which can lead to them patronizing your business.

CHAPTER-2
RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
1. Primary Sources:
i.

Group discussions and Brainstorming sessions

ii.

Questionnaire

iii.

Interaction with sales staff of MARK3.

2. Secondary Sources:
i. Internet
Objectives of the study:
To get an empirical view of the MARK3.
To study the procedure of customer complaints in MARK3
To get an insight of all the competitors.
To study the various products offered.
To study the customers preference and perception regarding MARK3.
Scope of the study:
The objective of the project was to find out the prospective buyer of MARK3 and also
to provide key information about the buyers perception and preferences. The study
also helps in getting information about the performance of the company as well as
their own investment center or why people go for MARK3. It helps in finding out the
problems related to buyers.
Managerial usefulness of study:
The study highlights the problems related to distribution of MARK3 so that the
company can improve the service rendered by them as a distributor. The study gives
information about prospective buyers both individual as well as institutional clients.
The study provides the complete information about all close competitors of MARK3.
It provides the feedback from customers regarding their problems and their perception
about investing in MARK3 so that the company can improve their services.

Data Collection
This report is based on primary as well secondary data, however primary data
collection was given more importance since it is overhearing factor in attitude
studies. One of the most important users of research methodology is that it helps
in identifying the problem, collecting, analyzing the required information data
and providing an alternative solution to the problem .It also helps in collecting
the vital information that is required by the top management to assist them for
the better decision making both day to day decision and critical ones.
Data sources:
(A) Primary Data
Primary data are those, which were collected afresh & for the first time
and thus happen to be original in character. However, there are many methods
of collecting the primary data. All have not been used for the purpose of this
project. The ones that have been used are:

Face to face communication (Interviewing)

Observation

(B) Secondary Data

When an investigator uses the data that has been already collected by others is
called secondary data. The secondary data could be collected from the journals,
reports and various publications. The advantage of the secondary data can be
economical, both in the terms of money and time spent. In this report secondary data
was collected through:

Company balance sheets

Reports and records

Flow charts and tables

Websites

Primary data was collected through questionnaires

Sample size

100

Sample area

New Delhi

Sample method

Random sampling method

Sampling:
(A) Sampling procedure:
The sample was selected of them who are the customers/visitors of MARK3.
It was also collected through personal visits to persons, by formal and informal talks
and through filling up the questionnaire prepared. The data has been analyzed by
using mathematical/Statistical tool.
(B)

Sample size:

The sample size of my project is limited to 100 people only. Out of which
only 50 people had invested. Other 50 people did not have invested in MARK3.
(C) Sample design:
Data has been presented with the help of bar graph, pie charts, line graphs etc. The
following are the questionnaires that was been carried out at the time of survey. The
questionnaires also shows the value of perception of customers towards MARK3.
1

Satisfied customers of MARK3

Perception about the brand name

Buying behavior of customer to MARK3

Preference of customers to MARK3

Reasons to prefer MARK3

awareness of the brand name in market

LIMITATIONS:
Suggestion is based on the given information.
Due to the large number of employee it was not possible to collect all the
information from each.
The time period is limited to know the entire process .We cannot draw
effective conclusion as it is continuous process.
The area of survey was limited to some particular areas.

SCOPE OF THE STUDY

Extensive survey on customer preferences will provide lot of valuable information

about the brand awareness of the product and it will be easy to find out the likes and
dislikes about the product.
For company, it will provide through knowledge about the consumer preferences in
comparison with other market product and suggest valuable direction of the current
market trend.
It will provide lot of information about the market trend and customer preferences
about the product.
It will include valuable suggestions for the company, how the company can
strengthen their own brand?
The study of customer preferences will provide me lot of information on:
How customer profile differs across the user segments?
Dopes the different classes of the customers differ their preferences?
My study includes an extensive survey over 100 customers who normally use the
services. The companies included:

CHAPTER-3
DATA ANALYSIS

DATA ANALYSIS
1.

Does MARK3 has enough resources to sell their products?

(a) Strongly Agree

(c) Disagree

(b) Agree

(d) Strongly Disagree

The survey showed that 30% of the people who were surveyed strongly agree to the
option that MARK3 possess relevant resources to sell out their products that is
construction of housing societies and complexes to the relevant customers, where as
34% and 26% respectively came to a conclusion of agreeing and disagreeing the fact
and fixtures. Whereas 10% strongly disagreed with the point and thought that the
company has to improvise in the certain areas so that the selling of the product may
increase as per the yearly targets.

2.

What according to you is the products best selling point?

(a) Cheap

(c) Easy availability

(b) Quality

(d) Others

MARK3 being a relatively new company in the market and having high competition,
the respondents agreed to a certain level that the easy availability and quality of the
construction is the main and leading beat selling point. A cumulative of 62% (30%
and 32%) respectively agreed to the same, where as a healthy percentage of 38%
came to the decision that the price and various other factors were the main selling
point of the product.

3.

What is the target audience for MARK3 ?

(a) High income group

(c) lower Income Group

(b) Middle Income Group

(d) All

In the questionnaire the main question was the target audience of MARK3 Being a
real estate firm it is very important for the company to set their preferences in regard
to target audience. The respondents agreed to the point that the company should focus
more on the Middle income group people because the segment of the housing
societies that the company deals in can be easily sold to middle income group. Nearly
40% of the respondents agreed to that point. 28% respondents also agreed to the fact
that lower income group can also be targeted as know they have the power of housing
loan schemes from various banks. 14% favoured the high income group people to be
the target audience keeping in mind the business of the company of building
complexes.

4.

Where does MARK3 sells their products?

(a) In a business premise

(c) Online

(b) Through Agents

(d) through business sources

According to the respondents the main place of selling for MARK3 is within their
business premises. 30% agreed to the point that the main business is generated within
the premises this is because the purchasers visit the company so as to view the flats
and complexes and main collaborations regarding the construction of various sites for
roads is done within the company. The company also sells the products through the
agents on the commission basis. This helps them to obtain good volume of sales
because more often the customers goes to agents and property dealers to buy property,
which in turn have link with the company, 45% selling is done through these dealers.
With the growing use of internet for various purchases the company had also started
online procedures for sales through internet.

5.

What Does the Marketing plan of MARK3 covers?

(a) Internet

(c) Sales Promotion

(b) Advertising

(d) Direct Marketing

(e) Public Relations

The main aims of the marketing plan that MARK3 has is to advertise their product in
the market and to do direct marketing at the same time. 28% and 29% of the
respondents agreed to the same point. Then main focus is on sales promotion of the
products, later comes the use of internet to advertise and market the product so as to
grow public relations with more and more customers which in turn will be a great
help increasing the turnover of the company.

6.

How can marketing help increase in sale for MARK3 ?

(a) Increase in profit

(c) Building a brand name

(b) Increasing customer knowledge (d) no use

Marketing has a core aim of increasing the sale of the company. According to a large
number of respondents (38%) marketing will help the company to increase sale which
will result in increasing the profit of the company which can be further used for
expansion of the business. More over MARK3 being a new brand in the market has to
also understand the importance of building a potential and sustainable brand name in
the market. Marketing will contribute in the cause according to 31% of the
respondents. Marketing and proper advertisement will also make the customers aware
of the upcoming projects and will provide them with the knowledge.

7.

What is the best medium for the advertisement according to your point of
view?
(a) Local Newspapers

(c) Radio

(b) Hoardings

(d) Campaigns

(e) Internet

MARK3 according to the respondents should advertise the product through local
news papers. 34% agreed to it. The reason being easy penetration of newspapers
amongst the people in the society, a very large percentage of people read newspapers
on daily basis and this can be a core means of advertising the product. Radio in the
present day has become very popular amongst the people, with easy access in every
house and cars it has grown as a very strong medium of advertisement, 23% of the
respondents also share the same view. 18% each agreed to the point that hoardings
and campaigns can also be used as effective means of advertisement.

8.

What according to you can be other modes of marketing that can be used

by MARK3 .
(a) Direct Mail

(c) Social Media Marketing

(b) Brand Marketing

(d) Mobile Web Marketing

Ways of marketing is another important segment of marketing. The various modes

can be direct mail, brand marketing, social media marketing and mobile web
marketing. 39% of the respondents agreed to the point that social media marketing
can be a perfect way of marketing. Whereas 33% approved that brand marketing can
be used as the mode, which states that the company should use its brand name for
marketing the product. A cumulative of 28% agreed that direct mail and mobile web
marketing that is marketing through SMS and cold calling can also turn as an
effective way of marketing.

9.

How much according to you MARK3 is willing and realistically able to

spend on advertisement?
(a) 0 to 10% of Revenue

(c) 20% to 30% of Revenue

(b) 10% to 20% of Revenue

(d) 30% to 40% of Revenue

Every company has to decide a budget for marketing. A proper budget helps in
effectiveness of the marketing schedule. 48% of the respondents agreed to the point
that MARK3 should invest about 20% to 30% of their revenue in marketing because
being a new company they need to build a brand name and to do that it takes a lot of
funds and resources. While 25% people have a view that a little less amount can also
do the needful.

10.

What according to you is the impression of the advertisement by MARK3

?
(a) Funny

(c) Informative

(b) Interesting

(d) Boring

When the respondents were questioned regarding the effectiveness of the current
advertisement, 42% of them said that the advertisement is informative and provides
knowledge about the product. 33% agreed that the advertisement was interested
enough to pay attention on the advertisement. On the other hand 18% and 7%
respondents respectively replied the advertisement was funny and boaring.

CHAPTER 5
FINDINGS, CONCLUSIONS
&
SUGGESTIONS

FINDINGS

Company should give more importance in Brand Building.

Brand equity and Brand awareness should be created.

Prices should go with the volume and according to the competitors.

Dealer oriented schemes giving moral boost should be encouraged on par with
other companies.

100 % Transparency and accuracy in transactions to dealers should be made

available from time to time.

Logistic arrangements should be assured to dealers/ consumers for intercity

movements.

Confidence building measures should be periodically under taken.

RECOMMENDATIONS

MARK3 is entering the market and therefore has to necessarily preparing the
entire costing with an intention to provide the best goodwill.

I have seen the attitude and style of the working of this companys people is
very good and target oriented. They are full of zeal to work for the
organization which is a good sign for the development of the company.

Even in this recession period when most of the companies are struggling to
survive this company is one of those strong companies which is not only
stable but making huge profits.

CONCLUSION
The aim of this project was to comparatively study on operators and others operators
and try to reveal future prospects of MARK3 .In my Marketing research I found that
the demand of is going to increase day by day. The company should participate in
advertising to acquire as much benefits as possible, thus competing successfully with
other operators.
The final survey incremented my knowledge regarding how to market ones product
efficiently and how to deal with various types of people. Thus I greatly enjoyed this
project and learnt a lot. Development of good relations with the dealers is must.
Company should also make efforts to attract more and more customers through
various schemes etc.
After conducting this survey on MARK3, I come to the conclusion that,
company has huge potential in Delhi region & it can capture major
share by providing excellent after sales service. There are some other
conclusions are also included:
The market reach of the company is very good.
The growth of the product is also appraisable
The company is a major player in the sector of power
generation.
The service providing network of the company is very strong.

BIBLIOGRAPHY
WEBSITES:

www.mark3.in

www.scribd.com

www.google.com

www.wekipedia.com

http://en.wikipedia.org/wiki/ MARK3

http://en.wikipedia.org/wiki/ MARK3

http://www.salespromo.co.uk/article/40

http://en.wikipedia.org/wiki/ MARK3

http://en.wikipedia.org/wiki/ MARK3

MARK3 notebooks Catalogue

NEWSPAPERS & MAGAZINES:

Times of India

Hindustan Times

India Today

Business Today

QUESTIONNAIRE
1.

2.

3.

4.

5.

Do MARK3 has enough resources to sell their products?

(a) Strongly Agree

(c) Disagree

(b) Agree

(d) Strongly Disagree

What according to you is the products best selling point?

(b) Cheap

(c) Easy availability

(b) Quality

(d) Others

What is the target audience for MARK3?

(c) High income group

(c) lower Income Group

(d) Middle Income Group

(d) All

Where does MARK3 sells their products?

(a) In a business premise

(c) Online

(b) Through Agents

(d) through business sources

What Does the Marketing plan of MARK3

covers?
(a) Internet

(c) Sales Promotion

(b) Advertising

(d) Direct Marketing

(e) Public Relations

6.

How can marketing help increase in sale for MARK3?

(c) Increase in profit

(c) Building a brand name

(d) Increasing customer knowledge (d) no use

7.

What is the best medium for the advertisement according to your point of
View?
(a) Local Newspapers

(c) Radio

(b) Hoardings

(d) Campaigns

(e) Internet

8.

What according to you can be other modes of marketing that can be used by
MARK3.

9.

(a) Direct Mail

(c) Social Media Marketing

(b) Brand Marketing

(d) Mobile Web Marketing

How much according to you MARK3 are willing and realistically able to
spend on advertisement?

10.

(a) 0 to 10% of Revenue

(c) 20% to 30% of Revenue

(b) 10% to 20% of Revenue

(d) 30% to 40% of Revenue

What according to you is the impression of the advertisement by MARK3 ?

(a) Funny

(c) Informative

(b) Interesting

(d) Boring