1

Chapter I
EXECUTIVE SUMMARY
Sales promotions are action-focused marketing events whose purpose is to have a
direct impact on the behavior of the firms customers. There are three major types of
sales promotions: consumer promotions, retailer promotions, and trade promotions.
Throughout the world, sales promotions offered to consumers are an integral part of
the marketing mix for many consumer products. Increasing importance of sales
promotions as a percentage of the total advertising and promotional budget and
increasing at a rate of 12 percent per year over the last 10 years, studies that strive to
understand the impact of sales promotions on consumers are very important. An
advertising strategy is a campaign developed to communicate ideas about products
and services to potential consumers in the hopes of convincing them to buy those
products and services. This strategy, when built in a rational and intelligent manner,
will reflect other business considerations and objectives as well. Advertising
strategies focus on achieving three general goals 1) promote awareness of a business
and its product or services; 2) stimulate sales directly and "attract competitors'
customers"; and 3) establish or modify a business' image.

Chapter - II
Introduction of Topic & Company Profile
TOPIC DESCRIPTION : Sales Promotion
Sales promotion is one of the seven aspects of the promotional mix. (The

other six parts of the promotional mix are advertising, personal selling,
direct marketing, publicity/public relations, corporate image and
exhibitions.) Media and non-media marketing communication are
employed for a pre-determined, limited time to increase consumer
demand, stimulate market demand or improve product availability.
Examples include contests, coupons, freebies, loss leaders, point of
purchase displays, premiums, prizes, product samples, and rebates
Sales promotions can be directed at the customer, sales staff, or
distribution channel members (such as retailers). Sales promotions
targeted at the consumer are called consumer sales promotions. Sales
promotions targeted at retailers and wholesale are called trade sales

promotions. Some sale promotions, particularly ones with unusual

methods, are considered gimmicks by many.
Sales promotion includes several communications activities that attempt
to provide added value or incentives to consumers, wholesalers, retailers,
or other organizational customers to stimulate immediate sales. These
efforts can attempt to stimulate product interest, trial, or purchase.
Examples of devices used in sales promotion include coupons, samples,
premiums, point-of-purchase (POP) displays, contests, rebates, and
sweepstakes.
SALES PROMOTION TECHNIQUES
Price deal: A temporary reduction in the price, such as 50% off.
Loyal Reward Program: Consumers collect points, miles, or credits for
purchases and redeem them for rewards.
Cents-off deal: Offers a brand at a lower price. Price reduction may be a
percentage marked on the package.
Price-pack deal: The packaging offers a consumer a certain percentage
more of the product for the same price (for example, 25 percent extra).
Coupons: coupons have become a standard mechanism for sales
promotions.
Loss leader: the price of a popular product is temporarily reduced in
order to stimulate other profitable sales
Free-standing insert (FSI): A coupon booklet is inserted into the local
newspaper for delivery.
On-shelf couponing: Coupons are present at the shelf where the product
is available.
5

Checkout dispensers: On checkout the customer is given a coupon

based on products purchased.
On-line couponing: Coupons are available online. Consumers print them
out and take them to the store.
Mobile couponing: Coupons are available on a mobile phone.
Consumers show the offer on a mobile phone to a salesperson for
redemption.

ADVERTISING
Advertising or advertizing is a form of communication for marketing and
used to encourage, persuade, or manipulate an audience (viewers, readers
or listeners; sometimes a specific group) to continue or take some new
action. Most commonly, the desired result is to drive consumer behavior
with respect to a commercial offering, although political and ideological
advertising is also common. This type of work belongs to a category
called affective labor.[citation needed
In Latin, advertise means "to turn the mind toward. citation needed, the
purpose of advertising may also be to reassure employees or shareholders
that a company is viable or successful. Advertising messages are usually
paid for by sponsors and viewed via various traditional media; including
mass media such as newspaper, magazines, television commercial, radio
advertisement, outdoor advertising or direct mail; or new media such as
blogs, websites or text messages.
Commercial advertisers often seek to generate increased consumption of
their products or services through "branding," which involves associating
a product name or image with certain qualities in the minds of
consumers. Non-commercial advertisers who spend money to advertise
items other than a consumer product or service include political parties,
interest groups, religious organizations and governmental agencies.
Nonprofit organizations may rely on free modes of persuasion, such as a
public service announcement (PSA)

DEFINITION OF ADVERTISISNG
The American Marketing Association, Chicago, has defined advertising
as "any form of non-personal presentation or promotion of ideas, goods
or services, by an identified sponsor."
FROM THE ABOVE DEFINITIONS:
Advertisement is a MESSAGE to large groups.
It is in the form of NON_PERSONAL COMMUNICATION.
It persuades the GENERAL PUBLICS to purchase the goods or
services, advertised.
It is PAID FOR by advertiser to publisher.
Advertising messages are IDENTIFIED with the advertiser.
Advertising includes the following forms of messages:
The messages carried in Newspapers and magazines;
On radio and television broadcasts;
Circular of all kinds, (whether distributed by mail, by person,
thorough tradesmen, or by inserts in packages);
Dealer help materials,
Window display and counter display materials and efforts;
Store signs, motion pictures used for advertising,

 Novelties bearing advertising messages and Signature of the

advertiser.

Advertising Objectives
Each advertisement is a specific communication that must be effective,
not just for one customer, but for many target buyers. This means that
specific objectives should be set for each particular advertisement
campaign. Advertising is a form of promotion and like a promotion; the
objectives of advertising should be specific. This requires that the target
consumers should be specifically identified and that the effect which
advertising is intended to have upon the consumer should be clearly
indicated. The objectives of advertising were traditionally stated in terms
of direct sales. Now, it is to view advertising as having communication
objectives that seek to inform persuade and remind potential customers
of the worth of the product. Advertising seeks to condition the consumer
so that he/she may have a favorable reaction to the promotional message.
Advertising objectives serve as guidelines for the planning and
implementation of the entire advertising programme.
Advantages of advertising
Advertising is considered multi dimensional.
It helps number of marketing activities.
It is a technique of sales promotion.
Sales volume is increased by advertising.
It helps and supports the salesman in selling the products.
9

 Consumer knowledge about the product is increase by advertising.

It helps the consumer to save their time in purchases.
It helps the manufacturer sell their products.
It helps quick selling is possible which leads to more production at
less cast.
The relation between wholesalers and retailers is improved through
advertising.

BENEFITS TO MANUFACTURERS:
1. It increase sales volume. On the one hand, it reduces
the cost of production and on the other increases
profits.
2. It helps easy introduction of products into the
markets.
3. It helps to create an image and reputation not only of
the product, but also of the advertiser. Retail price
maintance is possible.
4. It helps to establish a direct contact between
manufacturers and consumers.

BENEFITS TO WHOLESALERS RETAILERS:

10

1. Easy sale of the products is possible since consumers

are aware of rhe product and its quality.
2. It increases the rate of the turnover of stock.
3. It supplements the selling activities.
4. The reputation credited is shared by the wholesalers
and retailers and alike.
5. It enables them to have product information.
SALES PROMOTIONS
The specific objectives set for sales promotions will vary with the
type of the target market. For consumer promotions, objectives include
encouraging purchasing of larger sized units, building trial among nonusers and attracting switchers away from the competitors brands. For
trade promotions, objectives may include; including retailers to carry
new items and higher level of inventory, encouraging off-seasonal
buying, of-setting competitive promotions, building brand loyalty of
retailers and gaining entry into new retail outlets. The sales force
promotions help in encouraging support of a new product or model,
encouraging more prospecting and stimulating off-seasonal sales. But
most importantly, sales promotion should be focused on consumer
relationship building.

11

12

COMPANY PROFILE

Put on Cart is one of the fastest growing store with the exclusive designs of clothes,
unique accessories, watches, handbags, sunglasses, electronic devices, etc.
We believes in delivering the products with the latest trends and fashion, which are
eye catching which suits to your style and makes you look fab in front of world.
Here one can do family shopping for any kind of occasion or festivals. We have
online store of all kind of people and for every age, like there is kids section, mens
section also there is womens section. Here a large variety of stuff is available for
clothings, accessories, etc with the best buying experience.
Put on cart is a great online store for the people of Jabalpur, which meet with their
requirements and fulfill their choices very well. We are here to provide you brand
new collection with the great services, which will never disappoint you. We are
delivering products of every categories from many national and international brands
at one place.
Here is a huge collection of many popular brands for all the departments with the
innovative clothing styles and modern concept. We stand here with the fast changing
world and its fashion which includes your favourite brands.
Put on cart, an online shopping store, a service provided by Palakshi enterprise. Who
assures their customers by giving services up to the mark and who always work for
the customers satisfaction.

13

Company work for the customers satisfaction and put them as a priority. We offer
and deliver the products which meet with their expectations. Everyday, there is a new
change in the world of fashion, we try to stand with the changes.
We are emerging as the biggest online shopping store with the latest fashion trends in
the market by providing the hand-picked stuff from the famous brands.
We truly believe in providing the best products in our store and you be assure of
having a perfect shopping destination for you after visiting us.

14

Put-on-Cart offers you multiple payment methods. Whatever your online mode of
payment, you can rest assured that Put-on-Cart s trusted payment gateway
partners use secure encryption technology to keep your transaction details
confidential at all times.
here are NO hidden charges when you make a purchase on Put-on-Cart. The prices
listed for all the items are final and all-inclusive. The price you see on the product
page is exactly what you pay.
If you are not comfortable making an online payment on Put-on-Cart.com, you can
opt for the Cash on Delivery (C-o-D) payment method instead. With C-o-D you can
pay in cash at the time of actual delivery of the product at your doorstep, without
requiring you to make any advance payment online.
The maximum order value for a Cash on Delivery (C-o-D) payment is 50,000. It is
strictly a cash-only payment method. E-Gift Vouchers or store credit cannot be used
for C-o-D orders. Foreign currency cannot be used to make a C-o-D payment. Only
Indian Rupees accepted.
If you are not comfortable making an online payment on Put-on-Cart.com, you can
opt for the Cash on Delivery (C-o-D) payment method instead. With C-o-D you can
pay in cash at the time of actual delivery of the product at your doorstep, without
requiring you to make any advance payment online.
The maximum order value for a Cash on Delivery (C-o-D) payment is 50,000. It is
strictly a cash-only payment method. E-Gift Vouchers or store credit cannot be used
for C-o-D orders. Foreign currency cannot be used to make a C-o-D payment. Only
Indian Rupees accepted.
We accept payments made by credit/debit cards issued in India and 21 other
countries.

15

Credit cards
We accept payments made using Visa, MasterCard and American Express credit
cards.
To pay using your credit card at checkout, you will need your card number, expiry
date, three-digit CVV number (found on the backside of your card). After entering
these details, you will be redirected to the bank's page for entering the online 3D
Secure password.

Debit cards
We accept payments made using Visa, MasterCard and Maestro debit cards.
To pay using your debit card at checkout, you will need your card number, expiry
date (optional for Maestro cards), three-digit CVV number (optional for Maestro
cards). You will then be redirected to your bank's secure page for entering your online
password (issued by your bank) to complete the payment.

Internationally issued credit/debit cards cannot be used for Flyte, Wallet and eGV
payments/top-ups.

Is it safe to use my credit/debit card on Put-on-Cart?

Your online transaction on PUT-ON-CART is secure with the highest levels of
transaction security currently available on the Internet. PUT-ON-CART uses 256-bit
encryption technology to protect your card information while securely transmitting it
to the respective banks for payment processing.
All credit card and debit card payments on Put-on-Cart are processed through secure
16

and trusted payment gateways managed by leading banks. Banks now use the 3D
Secure password service for online transactions, providing an additional layer of
security through identity verification.

17

What steps does Put-on-Cart take to prevent card fraud?

Put-on-Cart realizes the importance of a strong fraud detection and resolution
capability. We and our online payments partners monitor transactions continuously
for suspicious activity and flag potentially fraudulent transactions for manual
verification

by

our

team.

In the rarest of rare cases, when our team is unable to rule out the possibility of fraud
categorically, the transaction is kept on hold, and the customer is requested to provide
identity documents. The ID documents help us ensure that the purchases were indeed
made by a genuine card holder. We apologise for any inconvenience that may be
caused to customers and request them to bear with us in the larger interest of ensuring
a safe and secure environment for online transactions.

Put-on-Cart together with its subsidiaries and affiliated companies, follows a meritbased employee selection practice. We do not charge / accept any amount or security
deposit from job seekers at any time during the selection process, while inviting
candidates for an interview or at the time of hiring. If any person receives any
unsolicited or fraudulent communication offering a job or an interview call from Puton-Cart against payment of money, it is suggested not to respond or act upon the
same.

We shall not accept any liability towards the representations made in any fraudulent
communication or its consequences and such fraudulent communication shall not be
treated as any kind of offer or representation by Put-on-Cart or its officers/ authorized
representatives or affiliated companies.

18

Chapter - III

OBJECTIVES OF STUDY
1) To have an overview about Put-On-Cart.
2) To study the consumer perception about the Put-On-Cart.
3) To suggest few sales promotion techniques to improve the brand awareness
amongst consumers.
4) To Study the role of advertisement Put-On-Cart for purchasing pattern while
selecting the products of Put-On-Cart.

5) To analysis the buying behavior of customer at Put-On-Cart.

6) To find the impact of Brand preference among certain segments of Put-OnCart.
7) To know the facilities/services expected by the customers from the dealer.
8) To find out the customer satisfaction level.

19

Chapter - IV
Research Methodology & Research
Design
Sample Design
Research Design is purely and simply they frame work or plan for a study that

guides the collection and analysis of the data , It is concerned with describing the
characteristic of particular individual or a group. The main purpose of this research is
to describe the situation as it exist. Research design selected for this project is
Descriptive
Sample size
The sample size is typically denoted by n and it is always a positive integer. No
exact sample size can be mentioned here and it can vary in different research settings.
However, all else being equal, large sized sample leads to increased precision in
estimates of various properties of the population ,
Sample size =100 . ( Samples taken from vijay nagar area )
Sampling method
Convenience sampling (also known as availability sampling) is a specific type
of non-probability sampling method that relies on data collection from population
members who are conveniently available to participate in study. Facebook polls or
questions can be mentioned as a popular example for convenience sampling.
Convenience sampling is a type of sampling where the first available primary data
source will be used for the research without additional requirements.

20

In business studies this method can be applied in order to gain initial primary
data regarding specific issues such as perception of image of a particular brand or
collecting opinions of perspective customers in relation to a new design of a product.
Data Collection Method:

The data was collected from different sources and of

different types. Self administered questionnaire containing both close an open ended
questions was used for data collection. The initial study of the product was done
online and the data collected for it was from the companys website
www.putoncart.com. Some secondary data was collected from web site This site
gave opinions from different people.

21

Chapter - V
Data Analysis & Interpretation
1. Annul income
Particulars

2-4 lakh

Respondents 54

60

4-6 lakh

above 6

Total

26

20

100

54

50
40
30

26
20

20
10
0
1

Interpretation : As per the above graphical presentation it was

found that the annual 54 correspondents annual income is Rs. 24 lakh, 26 correspondents income is Rs. 4-6 lakh, where as only
20 correspondents income is more than 6 lakh.

22

2. Do you own a putoncart Products?

Yes Particulars

84

84%

No Respondents

16

16%

84
90
80
70
60
50
40
30

16

20
10
0
1

Interpretation : As per the interpretation 84% of the

correspondents own products whereas only 16% of the
correspondents did not own any products of putoncart.

23

3. if yes which brand do you prefer

Nike

60

Spykar

25

Others

15

60
60
50
40
30

25
15

20
10
0
1

Interpretation : As per the interpretation 60% of the

corrspondents will like to purchase Nike , 25% Spykar whereas
15% of sales of Others is also in the market.

24

4. What made you look for Putncart?

Particulars

Respondents

Price

75

Quality

25

Total

100

75
80
70
60
50
40

25

30
20
10
0
1

Interpretation : As per the interpretation 75% of the

correspondents likes the pricing policy whereas only 25% of the
correspondents feels about quality.

5. From whom did you come to know about the product ?

25

Respondent
Particulars

Friends

56

Relatives

14

Newspaper

30

60

56

50
40

30

30
20

Friends
Relatives
Newspaper

14

10
0
1

Interpretation : As per the interpretation the mode of

advertisement is not too good except Newspaper but the sales of
putoncart is despite better than that.

26

6.What aspect of putoncart one effected you?

Service

25

Branding

29

Price

26

Delivery

20

29
30

25

26

25

20
Interior

20

Average
Design

15

Luxury
10
5
0
1

Interpretation: As per the interpretation the correspondents feel

that every option in this question are satisfactory.

27

7. At what price you prefer putoncart products?

Cash discount

75

Coupon discount

20

others

75
80
70
60
50
40
30

20

20

10
0
1

Interpretation : As per the interpretation 75% of the

correspondents prefer to purchase on cash discount 20% on
Coupon discount 5% others .

28

8. How much amount do you spend on each visit?

Under Rs.

Rs. 500 to

Rs. 1000 to

Rs. 2500 to

500

1000

2500

5000

55

15

20

05

Rs. 5000+

05

60
50
40
30
20
10
0

INTERPRETATION
As per the analysis it was found that 55% of the consumer spends
upto Rs. 500/- each visit, 15% of consumer spends Rs. 500/- to
1000/-, 20% of the consumer Rs. 1000/- to 2500/- whereas 5%
spends Rs 2500/- to 5000/- and similarly 5% dose shop[ping of
5000+ rupees .

29

9.Product and Quality Availability: - Were the products and the

quality availability that you were looking for, available?
Available

75

Not Available

25

80
70
60
50
40
30
20
10
0
Yes

No

INTERPRETATION
As per the analysis it was found that 75% of the products are
available to consumer whereas 25% of the products is not
available at the mean time.

30

FINDINGS
It is found that 84% of the respondent prefer Quick service as the
most preferred facilities.
Services expected from the putoncart and the next preferred
facilities/services where found proper.

It is found from the survey that 68% of the respondents are

owners of branded items.
It is found that 52% of customers opted products for quality rather
than pricing.
It is found that 38.24% of the respondents came to know about
the car through T.V advertisements and 32.35% of the
respondents came to know about the car through friends..

31

32

SUGGESTION
1. Putoncart should introduce low price goods for customers.
2. Company need to give little more advertisements in news
papers
3. For the promotion, company should make road-show that will
Increase the sales. The company should give more concentrate
on the advertisement.
5. Putoncart should implement a new strategy to reduce the
competition and lead into the online market.
7. Putoncart should develop a more user-friendly apps.

33

34

LIMITATIONS
Taking the market conditions into consideration the survey, which
include a sample of 100, was a respective one.
Due to the limitation of span of time and limited resources survey was
conducted for a short period.
The geographic region covered for the survey was limited to the
boundaries of the Jabalpur city.
Since the survey was conducted at the market localities and the person
who has owns a Putoncart products.
Improper response from customers and buyers, but it was minimal.
Scientific methods of post testing could not be conducted.
Minimal possible bias in administrating the questions at the survey
conducted area.
The reaction and attitudes are subjected to changes according to their
needs and time.

35

36

CONCLUSION
Jabalpur although a small city, is dwelled by middle and higher-class
people in majority. Thus the market for online buyers has never been a
dearth here. But of all the varieties available in this segment, small
companies products are most preferred.
Customers in this segment want to adopt change into their life style. This
has fostered entry of varieties available nation-wide to flourish in this
market. This has enhanced the competition in this segment. But Putoncart
with stood this competition by retaining its market share to be the
highest.
The results of the survey conducted showed that Putoncart Brand is the
most preferred followed by Jabalpur City and it also showed the buying
behaviour of customers that the most of the customer purchase online
products due to low prices and convenience.

37

38

BIBLOGRAPHY
REFERENCE BOOKS:
Marketing research

: Tull and Hawkins

Marketing research

A.Parasuraman,
Dhruv Grewal and R.Krishnan.

INTERNET WEBSITES:
WWW.HONDAUDYOG.COM

39

A
PROJECT REPORT
ON
A Study on Advertising & Promotion policies at Put-OnCart, (With special reference to Jabalpur district )
Submitted in partial fulfillment of Degree of

MASTER OF BUSINESS ADMINISTRATION

RANI DURGAVATI VISHWAVIDYALAYA,

JABALPUR
Under the Supervision of
Dr Jaspal Singh Bagga
GLOBAL NATURE CARE SANGATHANS GROUP OF
INSTITUTIONS,
JABALPUR

Submitted By
Abhiram Shrivastava
MBA 3RD SEMESTER
ROLLNO - 15146924
ENROLL. NO BD/3506

SESSION: 2015-17
40

GLOBAL NATURE CARE SANGATHANS GROUP OF

INSTITUTIONS,
JABALPUR
DEPARTMENT OF MANAGEMENT

CERTIFICATE OF GUIDE
This is to certify that the project report entitled A Study on Advertising & Promotion
policies at Put-On-Cart, Jabalpur submitted by Abhiram Shrivastava (MBA 3rd
semester Roll No 15146924.Enrollment No BD/3506. in partial fulfillment of the
requirement for the degree of MASTER OF BUSINESS ADMINISTRATION of
RDVV has worked under my supervision and guidance.
The candidate is regular student of our Institution. This report is up to the
standard both in respect of its contents and literacy presentation for being referred to
all examiners.
Date: ..

Signature:
Guide Name:
Dr Jaspal Singh Bagga
GLOBAL NATURE CARE
SANGATHANS
GROUP
OF INSTITUTIONS,
JABALPUR

41

GLOBAL NATURE CARE SANGATHANS GROUP OF

INSTITUTIONS,
JABALPUR
DEPARTMENT OF MANAGEMENT

STUDENT DECLARATION
I Abhiram Shrivastava ... (MBA 3rd semester)
hereby declare that the Project Report entitled A Study on
Advertising & Promotion policies at Put-On-Cart, Jabalpur
submitted in partial fulfillment of the requirement for the degree
of Masters of Business Administration to Rani Durgavati
Vishwavidyalaya, Jabalpur.
This is my Original work and that no part of
this report has been submitted for the award of any other
Degree, Diploma, Fellowship or other similar titles or prizes
and that the work has not been published in any journals or
magazines.
Signature:
Name: Abhiram Shrivastava
ROLL NO: 15146924
EN. NO: BD/3506

42

Date:
GLOBAL NATURE CARE SANGATHANS GROUP OF
INSTITUTIONS,
JABALPUR
DEPARTMENT OF MANAGEMENT

CERTIFICATE OF HOD
This is to certify that project report titled A Study on Advertising
& Promotion policies at Put-On-Cart, Jabalpur submitted by Abhiram Shrivastava
of MBA III semester may be accepted towards partial fulfillment of Masters of
Business Administration with specialization in Marketing .

Date:

Dr.Shailendra Basedia
HOD
Faculty of Management
GNCSGI, Jabalpur

43

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