ADVERTISING AND SALES PROMOTION OF

PASHUPATI PAINTS







SUBMITTED BY:
PRATIK AGRAWAL
UNIVERSITY ROLL NO.: 561106174
COLLEGE ROLL NO.: 110318391







A PROPOSAL SUBMITTED TO
HEAD OF DEPARTMENT
COLLLEGE FOR PROFESSIONAL STUDIES
LC OF SIKKIM MANIPAL UNIVERSITY

IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE
DEGREE OF
BBA
KATHMANDU, NEPAL
MARCH 2014

TABLE OF CONTENT


1.1 INTRODUCTION
1.2 BACKGROUND OF STUDY
1.3 BACKGROUND OF COMPANY
1.4 STATEMENT OF PROBLEM
1.5 OBJECTIVE OF STUDY
1.6 SIGNIFICANCE FO STUDY
1.7 RESERCH DESIGN
1.8 SOURCES OF DATA
1.9 DATA COLLECTION TECHNIQUE
1.10 DATA ANALYSIS TOOLS
1.11 LIMITATION OF STUDY
1.12 ORGANISATION OF STUDY
1.13 GRANT CHART












1.1 INTRODUCTION

In todays era advertisement plays a vital role as an organization have to convey
their product attributes to each and every section of society. Advertisement
directly deals with the profitability of the company. Advertisement is mainly
concerned about the brand image and the profitability of the company.
Profitability means the ability to earn profit. Every company spends its major
portion of profit on various marketing strategies. It involves an adequate mix
of various types of advertising like, competitive, persuasive, and informative to
gain attention of consumers and initiate purchase.

Companies like Pashupati Paints faces many challenges in country like Nepal as
there is a mixture of different classes of population. Nepal being a country with
unstable economy and unstable government Pashupati Paints has to face many
challenges and have to work profitability according to the environment.

Companies like Pashupati Paints before establishing their corporate office they
prefer to analysis the market they are trying to invest into. They establish the
relation between the advertisement and the sales revenue.

Advertisement and profitability are the two sides of a coin and establishing
relation between them is a critical task for market researchers. And this research
can be measured by conducting questionnaires, comparing sales difference,
comparing production difference, analyzing the balance sheet.









1.2 BACKGROUND OF STUDY

Pashupati Paints has been a company of a vast product line and have to manage
their marketing policy accordingly.

Pashupati Paints promotes its products through several means throughout the
year. It sponsors various events through the year. Pashupati Paints has various
lines of paints available for different purposes. Pashupati Paints implemented a
strategy in which it brought various scheme so that it can attract as many
costumer it can.

1.3 BACKGROUND OF COMPANY

Pashupati Paints is the first paint manufacturing company in Nepal. From 1984
to this day is but brief span of time, particularly insignificant in the life of an
industry and yet within this short period, it has emerged as benchmark for the
pint industry in Nepal. It has a prestigious name in paints and is the first unit to
get N.S. (Nepal Standard).
They manufacture wide range of Decorative and Industrial Paint such as
Exterior and interior Emulsion paints, Enamel paints, Acrylic Distempers,
Texture Paints, Varnish, and so on.
They launched Retail Tinting System along with their own database system in
the year 2004 under the brand name COLOR BAZAAR. They were the first
National Company in the industry to start this trend. In this system, they have
more than 1124 colors which can be chosen from their Color Bazaar Fan deck
available with their dealers. They have more than 250 Color Bazaar tinting
machines with our dealers all over Nepal.
Through their Color Bazaar Software KALPANA KO RANG they provide to
their customers with the photograph to have preview of house with various
choices of color desired by customers before finalizing the color.
With utmost belief in their product and confidence they state that their products
are at par/equivalent to International Standards and any multinational
Organization in this industry.

1.4 STATEMENT OF PROBLEM

The problem of the study lies on analyzing the strength and weakness of
Pashupati Paints. No one have study on the efficiency of advertisement in
Nepal. So I would like to research on this topic. It also aimed in answering the
following questions:
i. What is the relation between advertisement and sales?
ii. How advertisement and sales promotion affects the consumer
perception?


1.5 OBJECTIVE OF STUDY

The objective of this study is to explore how Nepalese population reacts to
different advertisement media and establish a detail study about the reaction of
different age groups and different gender towards different advertisement media
and gain competitive edge. Specifically, this research intends to:
i) Explore consumer perception towards different advertisement media.
ii) Explore the relationship between advertisement and profitability.











1.6 SIGNIFICANCE OF STUDY

The study has multidimensional significance, which can be divided into three
boarder headings:
Its Significance to the Manager: The study will helpful to marketing manager
while preparing marketing policy.
Its Significance to the Management: The study will helpful to go deep into the
matters as to what is the relation between advertisement and the consumers and
understanding the consumers better. This project helps to understand the market
and helps to make marketing policy at low cost
Its Significance to the Finance Manager: This study helps to minimize the
cost of firm and helps to increase the profitability of the firm.


1.7 RESEARCH DESIGN

The study will base on the descriptive research which will be designed to assess
the effects of financial performance evaluation of Pashupati Paints.
Sources and types of data
Data collection procedure
Method of data analysis
Data analysis tools









1.8 SOURCE OF DATA

The information and data used in this report is based on secondary source
provide by the concerned authority of the organization. Beside this
information and data from newspaper, journals, books, websites etc. have also
been consulted. Secondary data are those data which has previously been
studied or found by a researcher and others use that information. Various data
like advertisement cost, total cost and company history has been attained from
different sources.



1.10 DATA COLLLECTION TECHNIQUE

The study has been conducted to examine and evaluate the relation between the
advertisement and sales performance of Pashupati Paints. For this purpose data
are required. The secondary data, sales report and advertisement cost were
obtained from Pashupati Paints finance department and marketing department.
Various publications of Pashupati Paints were collected from its head office.
Various websites were surfed to gather relevant information. Reference
materials were collected from Pashupati Paints head quarter and journals,
magazines, newspaper and from well-wishers that helped a lot in conducting the
study.











1.11 DATA ANALYSIS TOOLS

The data were analyzed using SPSS software and Microsoft Excel. SPSS in data
analysis software, which helps, is easy data entry and easy analysis. However,
for the purpose of graphs (Bar Chart, Pie Chart, Trend analysis), Microsoft
Excel has been used. The data collection and processed have been analyzed
using financial and statistical tools to achieve research objectives.


Statistical tools
Arithmetic mean
Standard deviation
Trend analysis
Correlation coefficient
Probable error of correlation coefficient










1.12 LIMITATION OF STUDY

a) This report only focuses on paid form of promotional activities.

b) This project only focuses on the marketing activities where as there are
various other activities performed by Pashupati Paints.




1.13 ORGANISATION OF STUDY

Chapter-1: Introduction
Chapter-2: Review of literature
Chapter-3: Research methodology
Chapter-4: Presentation and analysis of data
Chapter-5: Summary, conclusion and recommendations






















1.14 GANT CHART

Activities/month(2014) March April May June July

Literature review,
presentation of thesis
proposal

Data collection and
study

Data analysis
Initial draft
presentation

Final report,
presentation and
submission