CHAPTER I

INTRODUCTION
Introduction
The new millennium will be the most challenging era for most of the companies de
livering goods and services to the customers directly through their network. In
the present context customers have different option to select and buy a product.
As the competition increases day by day, it will be one of the best alternative
s to sell the product or services in an institutional market. An institutional m
arket may be in simple terms defined as large buyers (such as hotels, hospitals,
schools and universities) who purchase goods and services but it is not so easy
to attract the customers in the institutional marketing of the product or servic
e. For that, an effective marketing strategy must be developed. Marketing strate
gy may be defined as the process that can allow an organization to concentrate i
ts limited resources on the greatest opportunities to increase sales and achieve
a substantial competitive advantage.
Marketing strategies serves as the fundamental factor of marketing facts
designed to fill markets needs and reach marketing objectives. Plans and object
ives are generally tested for measurable results.
The study has been carried out in Master Mind Technologies, Alappuzha w
hich is one of the leading computer dealers in Alappuzha district and has many b
ranches in the district.
Objectives of the Study
The primary objective of the study is to analyze the impact of marketing strateg
y in institutional sales, which is very essential in the modern business world.
The other objectives are,
To analyze whether the organization is having effective strategies to sell their
products on the institutional market
To identify the factors which influences the development of strategies
To analyze the variation in sales on adoption of different marketing strategies
in the institution

Significance of the Study
The major significance of the project is to collect information about impact of
marketing strategies in sale of product or services in institutional market. It
is significant since it is profitable to both company as well as the customers i
n the institution. As the company sells their product/service in bulk to the ins
titution, they have large turnover which helps them to increase profit on the ot
her hand while it is sold in bulk, the company gives same offers/reductions whic
h is beneficial to the customers. There the study helps to analyze the impact cr
eated by different strategies used in sale of product in institutional market.

Scope of the Study
The study helps to analyze the impact created by marketing strategies in sale of
a product/service in institutional market. It helps to improve the sale of a pr
oduct/service. In the view of customers, they receive certain offers/reductions
on purchase of product.

Methodology of the Study
Methodology refers to various methods used by the researches right from the date
of collection and various techniques and so on. The required data for the study
are collected from primary data and secondary data.
Primary Data
These data are those which are collected fresh and for the first time and
thus happen to be original in character.
Methods of collecting Primary Data,
Observation Method
Interview Method
Questionnaire Method
Secondary Data
These data are those which have been already been collected by someone and
this data has already been passed through a statistical process.
Methods of collecting secondary data
Technical and trade journals ,books ,diaries, magazines
Report prepared by research scholars, economists etc in different fields
Company website
Sampling
Sampling is the process of selecting certain number of items from the given
population. The sampling method used is convenience sampling since it can be don
e on the convenience of the persons associated with the study.

Sample Size
The sample size used in the study is 30 institutional customers of Master Mi
nd, Alappuzha
Tools used for the Study
The mathematical tools used in the study is simple percentage analysis an
d for graphical representation, bar diagram is used

Limitations of the Study
If the managers are busy with their official programs, it may become difficult t
o spare their time for a detailed discussion.
In order to get a detailed knowledge about an organization, the researcher must
visit many institutions which are dispersed in several areas, so travelling and
lack of time may become major problems faced by the researcher.
Lack of experience of the researcher.
CHAPTER II
PROFILES
Industry Profile
Since its invention in 1948, electronic computers have changed the w
ay world works. It is undoubtedly one of the top ten greatest inventions of mank
ind. Today we cannot even think to live without computers. Originally designed f
or defense purposes during World War II, the machine called computer has become
an indispensable part of our daily lives, and its uses are almost beyond compreh
ension itself. Present day computers are used to work, to play, to have fun, to
shop, to study, to talk, to date and to generally do anything one can think abou
t. Computers have replaced human beings in so many fields that it is easy to lis
t those tasks where it has failed to replace humans till date. Thankfully comput
ers cannot replace humans in those fields where feelings, taste, experience, jud
gment and creativity are required. However efforts are on to add these attribute
s as well to computer.
First computer in India
Even though the world got introduced to the computer technology in lat
e forties, India bought its first computer in 1956 for a princely sum of Rs 10 l
akh. It was calledHEC-2M and was installed at Calcutta's Indian Statistical Inst
itute. It was nothing more than a number crunching machine and was huge in size.
The dimensions of this monster were 10 ft in length, 7 ft in breadth and 6 ft i
n height. It played a critical role in formulating annual and five-year plans by
the planning commission, and in top-secret projects of India's nuclear program.
Moreover, it went on to turn out India's first generation of computer professio
nals. It was at least ten thousand times slower in solving even simple problems
than today's machines. But it set the stage for the development of computers in
India.

The HEC-2M also played a pivotal role in the statistical data proce
ssing that formed the bedrock of the five-year plans. India's weather forecastin
g model, too, based on statistical analysis of meteorological data, was develope
d on it. Most importantly, the same machine was used to design the next generati
on of computers, including India's first indigenous computer, the 'TIFRAC' (or T
ata Institute of Fundamental Research Automatic Computer), in 1962. From that po
int in time, today India has come a long way. Today almost every office desk in
India has a PC and governments computer policies shows its sincere efforts to rea
ch out to every village in the country. For a nation like India which is geograp
hically big and culturally and linguistically so varied, computer technology has
proved to be a great tool of overall development. Successful efforts are made
at government as well as non-government level to use this technology for the ben
efit of the Indian society.

INSTITUTIONAL MARKETING
Consumer durables and fast-moving consumer goods (FMCG) companies are now
resorting to extreme hype to stand out in a fairly saturated market. Institutio
nal marketing where companies promote their products in other organizations, com
panies or institutions is increasingly relying on two or three day product displ
ays in medium to large corporate companies. A typical event, with attractive dea
ls and discounts thrown in, would give a gamut of products instant visibility es
pecially new or dull products.
An institutional market includes
Schools
Colleges
Hospitals
Charities
Clubetc

Institutions today are a lot more exciting than they were decades ago! If you
take a close look, you will see just how dramatic the transformation has been.


Healthcare is evolving continuously. Hospitals are no longer cinder bloc
ks, tile floors and pale green paintthey are now on the leading edge in architect
ural design and the services they provide. Many medical clinics have high-tech s
ystems that enable the staff to share and/or access your medical records from an
ywhere in the country.

College students can choose to take classes on-site or online. They have b
ookstores filled with logo apparel, school supplies, electronic equipment, and g
ourmet coffee and food offerings. College students 40 years ago had bookstores f
illed withbooks. Dormitories were sparse and primitive compared to residence hall
s today that provide refrigerators, microwaves, lounges, and private baths.
The Institutional Market Is Big and Growing
If institutions could be placed in a single SIC category, you would s
ee that in 2005 spending in the B2i segment was $4.1 trillionapproximately one-th
ird of GDP. Given the incredible size of the segment, youre probably wondering wh
y you havent read or heard about it. The fact of the matter is that the purpose-d
riven economy is invisible or obscured in government data; non-profit organizati
ons dont pay taxes and many of them arent required to file forms with the IRS.
In todays fast-paced and highly competitive environment institutional
marketing helps to cop up with the competitive situations faced by the firm and
so institutional marketing is an aid to improve the sales and thereby increase t
he profit of the organization.
Company Profile
Master Mind believes in offering solutions, started in 1990, come a long way fro
m distributing computer systems to offering comprehensive info tech solutions. W
e have complete manufacturing and testing facilities and a dedicated team of sup
port professionals. A network of re-sellers and advertising support gives the Co
mpany high visibility and market reach. An Authorized Premier Technology Provide
r, the maturity of a decade in the horizon of Information Industry, focused in H
ardware, Networking products, System software and system integration.

Master Mind has the certified technical prowess to diagnose, analyze and
trouble shoot in the areas of Network traffic, congestion Solutions and Confere
ncing. Today we are suitably poised to access evolving market needs in emerging
high skillset specialized areas like System optimization, Server integration, Ne
twork consultancy, Storage solutions.
Master Mind is one of the pioneers in Kerala with more than Twenty one yea
rs of experience in computer related services. Our services include hardware ins
tallation, software development and Computer related solutions.
Master Mind is recognized as Gold Partner by Intel Corporation, OEM System B
uilder Partner by Microsoft Corporation, Business Partner of DELL ,LG Electronics
, Wipro, HCL Frontline Division HCL Info systems Ltd, Tally and authorized Dealer
for Epson, Canon, Samsung, APC,i-ball, Wep and V-Guard.
Product Profile
Product range includes:
Dell, HCL, IBM, Wipro, Compaq, HP, Acer and Lenovo computers
HP, Epson, Canon, Samsung TVSE, Wep range of printers
Microsoft, Sify, Tally application software,
Ace, Dax & D-Link Modems
Belkin, 3 Com, D-link and Compex network products
Samsung Colour Monitor, Hard Disk, and DVD R/W drives
Lg, Samsung Colour Monitors, and DVD R/W drives
Creative, Altac Lancing and IBall Multimedia Products
Microsoft, Logitech, Iball, I Smart, Kingston, Umax, Acer, Benq peripherals
APC, V-Guard, Wipro and I-ball Power backup devices
Security solutions of leading brands
Competitors Profile
Oxygen Computers ,Near Iron bridge, Alappuzha
Techcom Computers,Near Kannanvarky bridge , Alappuzha
Alpha net systems , Cherthala
CHAPTER III
THEORITICAL FRAMEWORK

Market -The concept
A Market is one of many varieties of systems, institutions, procedures, social r
elations and infrastructures whereby parties engage in exchange. While parties m
ay exchange goods and services by barter, most markets rely on sellers offering
their goods or services (including labour) in exchange for money from buyers. It
can be said that a market is the process in which the prices of goods and servi
ces are established.

Marketing The Concept
Marketingis the process which creates, communicates, delivers the val
ue to the customer, and maintains the relationship with customers.It generates th
e strategy that underlies sales techniques, business communication, and business
developments. It is an integrated process through which companies build strongcu
stomer relationshipsand create value for their customers and for themselves. Mark
eting is used to identify thecustomer, satisfy the customer, and keep the custome
r. With the customer as the focus of its activities,marketing managementis one of
the major components of business management. Marketing evolved to meet the stasi
s in developing new markets caused bymature marketsandovercapacitiesin the last 2-3
centuries. The adoption of marketing strategies requires businesses to shift the
ir focus fromproductionto the perceived needs and wants of their customers as the
means of stayingprofitable.
Institutional Marketing-Definition

An Institutional Market consisting of schools, universities, hosp
itals, charities, clubs and similar organizations which buy goods and services f
or use in the production of their own goods and services.
Marketing strategy
Marketing strategyis a process that can allow an organization to concent
rate its limited resources on the greatest opportunities to increase sales and a
chieve a sustainablecompetitive advantage.
Developing a marketing strategy
Marketing strategies serve as the fundamental underpinning ofmarketing
plansdesigned to fill market needs and reachmarketingobjectives. Plans and objecti
ves are generally tested for measurable results. Commonly, marketing strategies
are developed as multi-year plans, with a tactical plan detailing specific actio
ns to be accomplished in the current year. Time horizons covered by themarketing
planvary by company, by industry, and by nation, however, time horizons are becom
ing shorter as the speed of change in the environment increases. Marketing strat
egies are dynamic and interactive. They are partially planned and partially unpl
anned.
Marketing strategy involves careful scanning of the internal and exter
nal environments.Internal environmental factors include themarketing mix, plus per
formance analysis and strategic constraints. External environmental factors incl
ude customer analysis,competitor analysis, targetanalysis, as well as evaluation o
f any elements of the technological, economic, cultural or political/legal envir
onment likely to impact success.A key component of marketing strategy is often to
keep marketing in line with a company's overarchingmission statement. Besides SW
OT analysis, portfolio analyses such as the GE/McKinsey matrixor COPE analysiscan
be performed to determine the strategic focus.
Once a thorough environmental scan is complete, astrategic plancan be constr
ucted to identify business alternatives, establish challenging goals, determine
the optimal marketing mix to attain these goals, and detail implementation. A fi
nal step in developing a marketing strategy is to create a plan to monitor progr
ess and a set of contingencies if problems arise in the implementation of the pl
an.
Types of Marketing Strategy
Marketing strategies may differ depending on the unique situation of t
he individual business. However there are a number of ways of categorizing some
generic strategies. A brief description of the most common categorizing schemes
is presented below:
Strategies based on:
Market Dominance
In this scheme, firms are classified based on their market share or domin
ance of an industry. Typically there are four types of market dominance strategi
es:
Leader-Market leadership is the position of a company with the largest market sh
are or highest profitability margin in a given market for goods and services.
Challenger-Market challengers are seen as those firms in an industry/market whic
h are next, in terms of market share, to the leaders and are actively challengin
g the leaders for their dominant position
Follower-not all runner up companies want to challenge the market leader. The fo
llowers can learn from the leaders successes and failure and copy or improve on
the leaders product and programs, usually with less investment.
Niche-Marketing niche strategy looks at this characteristic which may be no more
complicated than a very simple need.
Porter generic strategies
Michael Porter assessed strategy on the dimensions of strategic scope and s
trategic strength .Strategic strength refers to the breadth of market penetratio
n while strategic strength refers to the firms sustainable competitive advantage.
He felt three types were important:
Cost leadership-Strategyused by businesses tocreatealow costof operationwithin their n
iche. The use of this strategy is primarily togainanadvantageovercompetitorsby reducin
g operationcostsbelow that of others in the sameindustry.
Product differentiation Development or incorporation of attributes (such as bene
fits, price, quality, styling, service, etc.) a products intended customers perce
ive to be different and desirable. Advertising and promotion of a product is bas
ed on its differentiating characteristics.
Market segmentation- Theprocessof defining andsubdividing a large homogenousmarketin
to clearly identifiablesegments having similarneeds,wants, ordemandcharacteristics. I
ts objectiveis todesigna marketing mixthat precisely matches theexpectationsofcustomers
n the targeted segment.
Innovation strategies
This deals with the firm's rate of the new product development andbu
siness model innovation. It asks whether the company is on the cutting edge o
f technology and business innovation.
There are two types:
Pioneers-An effective marketing program begins with a solid plan. If you choose t
o work with Pioneer Strategies, first step will be to develop a well-thought-out
strategy that clearly defines what you want to accomplish, why you want to acco
mplish those things, and how we can achieve your goals.
Close followers- not all runner-up companies want to challenge the market leader
s. The close followers can learn from the leaders successes and failure and copy
or improve on the leaders product and programs usually with less investment.

Growth strategies
In this scheme we ask the question, How should the firm grow? There are a n
umber of different ways of answering that question, but the most common gives fo
ur answers:
Horizontal integration- Horizontal integration occurs when a firm is being taken
over by, or merged with, another firm which is in the same industry and in the
same stage of production as the merged firm.
Vertical integration- Vertically integrated companies in asupply chainare united t
hrough a common owner.
Diversification- Diversificationis a form of corporate strategy for a company. It
seeks to increase profitability through greater sales volume obtained from new
products and new markets.
Intensification- Nearly all organizations that require clients or other supporte
rs to function will engage in some form of marketing. This marketing is designed
to both raise awareness of the organization, or of its products and services.

Examples of marketing strategies
Some of the most common methods of marketing strategies are as follows,

Website Design-The media or method used to create the appearance of a web site c
an have a direct influence on its usability and visibility. The website must be
attractive
Advertising-Itis a form ofcommunicationused to encourage orpersuadean audience (viewe
rs, readers or listeners) to continue or take some new action.
Public Relations-It is the actions of a corporation, store, government, individu
al, etc., in promoting goodwill between itself and the public, the community, em
ployees, customers, etc.
Location Promotion- This term really refers to any way that the customer can obt
ain a product. The ease and options through which you can make your product avai
lable to your customers will have an effect on your sales volume.
Social Networking-The use of dedicated websites and applications to communicate
informally with other users, or to find people with similar interests to oneself
.
Pricing-Activitiesaimed at finding a productsoptimumprice, typically including overa
llmarketing objectives,consumer demand,product attributes,competitors' pricing, and
marketandeconomic trends.
Live Events-It is the application ofproject managementto the creation and developm
ent offestivals, events and conferences.
Packaging-Practiceof combining several relatedgoodsorservices into a singleoffer. Th
e packaging adopted by the firm must be good looking and attractive to attract c
ustomers to the product.
CHAPTER IV
DATA ANALYSIS AND INTERPRETATION

Data analysis refers to the computation of certain of indices or measure
along with searching for patterns of relationship that exists among the data gr
oups.

After collecting and analyzing the data, the researcher has to accomplis
h the task of drawing inferences. This has to be done very carefully, otherwise
misleading conclusions may be drawn and the whole purpose of doing the research
may get vitiated. It is only through interpretation that the researcher can expo
se relations and processes that underline his/her findings.

Analysis and interpretation go by hand in hand. Hence both of them are
very important as far as the researcher is concerned. Interpretation is essentia
l for the simple reason that the usefulness and the utility of research findings
lie in proper interpretation.

The task of interpretation is not an easy job; rather it acquires a grea
t skill and dexterity on the part of researcher. Interpretation is an art that o
ne learns through practice and experience.
1. Table showing the Experience of customers with Master Mind Technologies
Years Responses percentage
1-2 6 20
2-3 4 13
3-5 4 13
5years&above 16 54
Total 30 100
Source: Primary data
Table 4.1
Interpretation:
From the above table, it is clear that about 20%of respondents have purc
hase experience with Master Mind for 1-2 years. Each of 30% of respondents has p
urchase experience 2-3 years and 3-5 years and about 54%of the respondents have
purchase experience with Master Mind Technologies for 5 years and above.
Thus it is inferred that, majority of the respondents that is 54% have
purchase experience with Master Mind Technologies for 5 years and above.
Graph showing the Experience of customers with Master Mind Technologies
Figure 4.1
2. Table showing the mode in which respondents came to hear about Master Mind
Opinion Responses percentage
Advertisement 10 33
From friends/relatives 12 40
Internet 2 7
Other promotional techniques 6 20
Total 30 100
Source: Primary data
Table 4.2
Interpretation:

From the above table, it is evident that 33% of respondents opined
that they came to know about Master Mind through Advertisements and 40% of respo
ndents have the opinion that they came to know about Master Mind through friends
/relatives of staffs working in the institutions. Only 7% and 20% of respondents
came to know about Master Mind from internet and other promotional technique re
spectively.
Thus we can Interpret that majority is 40% of respondents opine
d that they came to know about Master Mind technologies from friends/relatives
of staffs working in institutions.
Graph showing the mode in which respondents came to hear about Master Mind
Figure 4.2
3. Table showing the opinion of respondents on selection of Master Mind Technolo
gies for purchase of computers.
Opinion Responses percentage
Goodwill 14 47
Sales promotion tool 6 20
Prices 6 20
Location 4 13
Total 30 100
Source: Primary data
Table 4.3
Interpretation:
From the above table, it is clear that 47% of the respondents select the
firm because of its Goodwill. Each of 20% of the respondents has the opinion th
at, they selected this firm because of its sales promotion tools and price. Onl
y 13% of the respondents opined that they selected the firm because of location
factors.
Thus, it is clear that most of the institutions pointed that they selecte
d this firm because of its goodwill.
Graph showing the opinion of respondents on selection of Master Mind Technologie
s for purchase of computers.
Figure 4.3
4. Table showing the opinion about the specialty that distinguishes master mind
from other dealers in institutional market.
Opinion Responses Percentage
Quality 6 20
Price 6 20
Service 10 33
Offers provided 80 27
Total 30 100
Source: Primary data
Table 4.4
Interpretation:

From the above table, it is clear that each 20% of respondents opined tha
t quality and price is the specialty that distinguishes Master Mind from other d
ealers.33% of respondent opined that service is the factor that distinguishes Ma
ster Mind and 27%of respondents opined that offers provided by the firm is the f
actor that distinguishes Master Mind from other dealers in Institutional market.
Thus, it is clear that majority of the respondents that is 33% have the
opinion that service provided is the factor that distinguishes Master Mind from
other dealers in Institutional marketing.
Graph showing the opinion about the specialty that distinguishes master mind fro
m other dealers in institutional market.
Figure 4.4
5. Table showing the opinion of respondents on whether marketing strategy has im
pact on sales.
Opinion Responses Percentage
Yes 30 100
No 0 0
Total 30 100
Source: Primary data
Table 4.5
Interpretation:

All of the respondents opined that, marketing strategy has impact on sales.
Graph showing the opinion of respondents on whether marketing strategy has impac
t on sales.
Figure 4.5
6. Table showing the rating of marketing strategy provided by the firm.
Opinion Responses Percentage
Excellent 6 20
Good 16 53
Average 8 27
Poor 0 0
Total 30 100
Source: Primary data
Table 4.6
Interpretation:

From the above table, it is clear that 20% of respondents rate the market
ing strategies provided by the firm as excellent .53% of respondents opined that
the marketing strategies provided by the firm is good and 27% of respondents ra
te the marketing strategies provided by the firm as average and no one has the o
pinion that the strategies provided by the firm is poor.

Thus it is clear that majority of respondents that is 53% rate the market
ing strategies provided by the firm as good.
Graph showing the rating of marketing strategy provided by the firm.
Figure 4.6
7. Table showing the opinion of respondents about the present strategy followed
by the firm in Institutional Marketing.
Opinion Responses Percentage
Excellent 4 13
Good 16 53
Average 8 27
Poor 2 7
Total 30 100
Source: Primary data
Table 4.7
Interpretation:

From the above table, it is clear that 13% of respondents have the opini
on that the present strategy followed by the firm is excellent.53% of respondent
s opined that the present strategy is good and both of 27% and 7% of respondents
opined that the present strategy followed by the firm is average and poor respe
ctively.
Thus we can conclude that majority of respondents have the opinion that t
he present strategy followed by the firm is good.
Graph showing the opinion of respondents about the present strategy followed by
the firm in Institutional Marketing.

Figure 4.7
8. Table showing the opinion of respondents about competition existing in the fi
eld.
Opinion Responses Percentage
Yes 26 87
No 4 13
Total 30 100
Source: Primary data
Table 4.8
Interpretation:

From the table, it is clear that about 87% of respondents have the opinio
n that there is competition in this field and only 13% of respondents opined tha
t there is no competition in the field.
Thus, it is clear that majority of the respondents that is 87% opined that
competition exist in the field.
Graph showing the opinion of respondents about competition existing in the field
.
Figure 4.8
9. Table showing the opinion of respondents about the communication method follo
wed by the firm.
Opinion Responses Percentage
Yes 28 93
No 2 7
Total 30 100
Source: Primary data
Table 4.9
Interpretation:

Majority of respondents that is 93% have the opinion that the communication
method followed by the firm is effective.
Graph showing the opinion of respondents about the communication method followed
by the firm.
Figure 4.9
10. Table showing the opinion of respondents about the firms customer relationshi
p.
Opinion Responses Percentage
Excellent 4 13
Good 10 33
Average 10 33
Poor 6 20
Total 30 100
Source: Primary data
Table 4.10
Interpretation:

From the above table, it is clear that 14% of respondents have the opinio
n that the firms customer relationship is excellent. Each of 33% of respondents o
pined that the firms customer relationship is good and average and 20% of respond
ents opined that the firms customer relationship is poor.

Thus it is clear that equal no: of respondents are of the opinion that the
firms customer relationship is good and average.
Graph showing the opinion of respondents about the firms customer relationship.
Figure 4.10
11. Table showing the opinion of respondents on the essential elements of instit
utional marketing.
Opinion Responses Percentage
Price 4 13
Quality 8 27
Timely Delivery 8 27
Services provided 10 33
Total 30 100
Source: Primary data
Table 4.11
Interpretation:

From the above table it is clear that 13% of respondents have the opinio
n that price is the essential element in institutional marketing .Each of 27% of
respondents opined that quality staff and timely delivery are the essential ele
ment in institutional marketing and 13% of respondents are of the opinion that s
ervices provided is the essential element on Institutional marketing.
Thus it is clear that majority of the respondents opined that services p
rovided is the essential element in institutional marketing.
Graph showing the opinion of respondents on the essential elements of institutio
nal marketing.
Figure 4.11
2. Table showing the opinion of respondents about the price of products sold by
master mind.
Opinion Responses Percentage
Excellent 4 13
Good 10 33
Average 16 53
Poor 0 0
Total 30 100
Source: Primary data
Table 4.12
Interpretation:

From the above table, it is clear that 13% of respondents have the opinio
n that the price of products sold by Master Mind is excellent.54% of respondents
opined that the price of products sold is good and 33% opined that the price is
average and there is no respondents of the opinion that the price of products s
old by Master Mind is poor.
Thus it is clear that the majority of the respondents have the opinion th
at the price of products sold by Master Mind is good.
Graph showing the opinion of respondents about the price of products sold by mas
ter mind.
Figure 4.12
13. Table showing the opinion of respondents about the Quality of products sold
by Master Mind in institutional market.
Opinion Responses Percentage
Excellent 6 20
Good 16 53
Average 6 20
Poor 2 7
Total 30 100
Source: Primary data
Table 4.13
Interpretation:

From the above table 20% of respondents opined the quality of products so
ld in institutional market is excellent.53% have the opinion that the quality of
products sold is good and 20% opined that the quality of products sold is avera
ge. Only 7% of respondents is of the opinion that is quality of product sold in
institutional market is poor.
Thus it is clear that the majority that is 53% of respondents have the opi
nion that the quality of products sold in institutional market is good.
Graph showing the opinion of respondents about the Quality of products sold by M
aster Mind in institutional market.

Figure 4.13
14. Table showing the opinion of respondents about the variation in sale/purchas
e on adoption of different strategies.
Opinion Responses Percentage
Yes 22 73
No 8 27
Total 30 100
Source: Primary data
Table 4.14
Interpretation:

From the above table, we can see that 73% of respondents have the opinion
that there is variation in sale/purchase on adoption of different strategies an
d only 27% of respondents opined that there is no variation in sale or purchase
on adoption of different strategies.
Thus we can conclude that the majority of respondents have the opinion th
at there is variation in sale/ purchase on adoption of different strategies.
Graph showing the opinion of respondents about the variation in sale/purchase on
adoption of different strategies.
Figure 4.14
15. Table showing the opinion of respondents about the adequacy of current facil
ities provided by the firm.
Opinion Responses Percentage
Yes 24 80
No 6 20
Total 30 100
Source: Primary data
Table 4.15
Interpretation:

About 80% of respondents have the opinion that current facilities provid
ed by the firm is adequate .Only 20% of respondents opined that the current faci
lities provided by the firm are not adequate.

Thus, it is clear that the majority of the respondents that is 80% have th
e opinion that the current facility provided by the firm is adequate.
Graph showing the opinion of respondents about the adequacy of current facilitie
s provided by the firm.
Figure 4.15
16. Table showing the opinion of respondents about whether evolutions of interne
t help this industry.
Opinion Responses Percentage
Yes 24 80
No 6 20
Total 30 100
Source: Primary data
Table 4.16
Interpretation:

From the table we can interpret that 80% of respondents opined that evol
ution of internet has helped this industry a lot and 20% of respondents have the
opinion that the internet does not play any role in this field.

Thus we can conclude that majority that is 80% of respondents is of the o
pinion that the internet has influence in this field.
Graph showing the opinion of respondents about whether evolutions of internet he
lp this industry.
Figure 4.16
17. Table showing the opinion of respondents about the additional services provi
ded by the firm.

Opinion Responses Percentage
Excellent 6 20
Good 14 47
Average 10 33
Poor 0 0
Total 30 100
Source: Primary data
Table 4.17
Interpretation:

From the table, it is clear that 20% of respondents have the opinion that
the additional service provided by the firm is excellent. Each of 47% and 30% of
respondents opined that an additional service provided by the firm is good and
average respectively. No respondents opined that the services provided by the fi
rm are poor.
From this, we can conclude that majority of respondents have the opinion t
hat the additional service provided by the firm is good.
Graph showing the opinion of respondents about the additional services provided
by the firm.
Figure 4.17
18. Table showing the rating of respondents about the services provided by the f
irm.
Opinion Responses Percentage
Excellent 6 20
Good 14 47
Average 10 33
Poor 0 0
Total 30 100
Source: Primary data
Table 4.18
Interpretation:

From the above table, we can see that majority of respondents that is 4
7% opined that the services provided by the firm is good.33% of respondents opin
ed that the services provided by the firm is average and only 20% of respondents
have the opinion that the services provided by the firm is excellent.
Thus it is clear that majority of respondents that is 47% have the opini
on that the service provided by the firm is good.
Graph showing the rating of respondents about the services provided by the firm.
Figure 4.18
19. Table showing the opinion of respondents about the best suited strategy for
master mind.
Opinion Responses Percentage
Low Cost 8 27
Extended Warranty 8 27
Gift Voucher 2 6
Quality Staff 12 40
Total 30 100
Source: Primary data
Table 4.19
Interpretation:


From the above table it is clear that each of 27% of respondents have the
opinion that low cost and extended warranty is the best suited strategy for mast
er mind .40% of respondents opined that quality staff is the best suited strateg
y for Master Mind. Only 7% of respondent have the opinion that gift voucher is t
he best suited strategy for Master Mind.
Thus, it is evident that majority of respondents that is 40% have the opin
ion that quality staff is the best suited strategy for Master Mind.
Graph showing the opinion of respondents about the best suited strategy for mast
er mind.
Figure 4.19
20. Table showing the opinion of respondents about the best suited strategy in i
nstitutional market.
Opinion Responses Percentage
Catalog 4 14
Social Media Marketing 4 13
Store Appearance 4 13
Customer Relationship 18 60
Total 30 100
Source: Primary data
Table 4.20
Interpretation:

From the above table, it is clear that equal no of respondents that is
14% opined that catalogs and social media marketing is the best suited strategy
in institutional marketing .Only 13% of respondents opined that store appearance
is the suited strategy in institutional marketing and majority that is 60% of r
espondents are of the opinion that customer relationship is the best suited stra
tegy in institutional marketing.
From this it is clear that majority of the respondents that is 60% is of
the opinion that customer relationship is the best suited strategy in instituti
onal marketing.
Graph showing the opinion of respondents about the best suited strategy in insti
tutional market.

Figure 4.20
CHAPTER V
FINDINGS, SUGGESTIONS & CONCLUSIONS
Findings
Majority of the respondents are customers of Master Mind for 5 years and above.
Majority of respondents responded that service provided is the factors that dist
inguish Master Mind from other dealers in Institutional market.
100% of respondents responded that marketing strategy has impact on sale.
Majority of respondents rated the marketing strategies provided by the firm as g
ood.
Majority of the respondents have the opinion that the firms customer relationship
is average.
Most of the respondents responded that service provided is the most essential el
ement in institutional marketing.
About 80% of respondents have the opinion that there is variation in sale/purcha
se on adoption of different strategies.
Majority of the respondents have the opinion that the current facility provided
by the firm is adequate.
40% of respondents are not satisfied with the quality of staffs of the firm
Most of the respondents is of the opinion that customer relationship is the best
suited strategy in Institutional marketing.


Suggestions
The firm must give proper training to the staffs and sales persons to improve th
eir quality.
The firm must consider decreasing the price and increase the quality of products
sold in Institutional market.
The firm can start a 24 hours complaint cell in which customers can register the
ir complaints anytime.
In order to increase the popularity of Master Mind, the firm must improve its ad
vertisements through Medias such as T.V, Radio, and Newspaper etc.
Customer relationship must be improved since most of the respondents rate custome
r relationship as an essential factor in Institutional marketing.
Conclusion
The project on Impact of marketing strategies in Institutional Sales with
special reference to sale of computer in Master Mind technologies was focused t
o find out the impact of Marketing strategies on sale and came to a conclusion t
hat marketing strategies adopted by the firm influence the institutional custome
rs a lot to purchase products from the firm. From the study it was understood th
at customer relationship is the most influencing factor in Institutional Marketi
ng.

It also helped the researcher to gain knowledge about the various marketing str
ategies used in Institutional marketing and understand the best suited strategy
which must be adopted in Institutional Marketing. By this study the researcher g
ot a clear idea about institutional marketing and strategies used in Institution
al Sales
APPENDIX
QUESTIONNAIRE
PERSONAL DETAILS
Name :
Sex :
Name of institution :
Address of institution:
Work Experience :
1. How long you have been a customer of Master Mind Technologies?
1-2 years 2-3years
3-5years 5years and above
2. How do you came to hear about Master Mind?
Advertisement from Friends/Relatives
Internet Other Promotional
techniques
3. Why do you select this firm for purchase of computer?
Goodwill Sales Promotional T
ools
Prices Location

Others (please specify) _______________________________
4. What specialty distinguishes products sold by Master Mind from other dealers
in Institutional Market?
Quality Price

Services Offers provided
5. Do you have the opinion that Marketing Strategy has impact on sales?
Yes
No
6. How do you rate the Marketing Strategies provided by the firm?
Very good Good
Average Poor
7. What do you think about the present strategy followed by the firm in Institut
ional Marketing?
Very good Good
Average Poor
8. Is there any competition in this field?
Yes
No
9. Does the company have effective communication methods?
Yes
No
10. How do you rate the firms customer relationship?
Very good Good
Average Poor


11. Which is the most essential in Institutional Marketing?
Price Quality

Timely Delivery Services Provided
12. What is your opinion about the price of products sold by Master Mind in Inst
itutional Market?
Very good Good
Average Poor
13. What is your opinion about the quality of products sold by Master Mind in In
stitutional Market?
Very good Good
Average Poor
14. Whether there is any variation in sale/purchase on adoption of different
Strategies?
Yes
No
15. Are the current facilities adequate when compared to its competitors?
Yes
No
16. Does the evolution of internet help this industry?
Yes
No
17. Are you satisfied with the additional services provided by the firm?
Very good Good
Average Poor
18. How do you rate the services provided by the firm?
Very good Good
Average Poor
19. According to you what is the best suited strategy for Master Mind?
Low cost ext
ended warranty
Gift vouchers Quali
ty staff
Others (please specify) ____________________________________
20. In your opinion, what is the best strategy which can be adopted in Institu
tional Marketing?
Catalogs Social M
edia Marketing
Store Appearance Customer Relati
onship
Others (please specify) ____________________________________
21. Do you have any suggestions to improve the sale in Institutional Market?
(Please specify)______________________________________________
BIBLIOGRAPHY
BOOKS
Biplab S Bose , Handbook of Marketing Management ,Pearson education, 9th editio
n
Philip Kotler and Armstrong , Principles of Marketing The millennium,9th editio
n
J Peter Paul, Marketing Management , Universal book stall,newdelhi, 5th edition

INTERNET SITES
http://en.wikipedia.org/wiki/Marketing_strategy
http://www.studymarketing.org/
http://www.businessdictionary.com/definition/institutional-market.html
http://www.bmww.com/institution.html