CHAPTER-1

➢ INTRODUCTION
➢ NEED OF THE STUDY
➢ SCOPE OF THE STUDY
➢ OBJECTIVES
➢ METHODOLOGY
➢ LIMITATIONS
1.1 INTRODUCTION:
Marketing are activities of a company associated with buying and selling
a product or service. It includes advertising, selling and delivery products
to people. People who work in marketing departments of company try to
get the attention of target audiences by using slogans, packing design,
celebrity endorsements and general media exposure.

BREAKING DOWN ‘Marketing’

Marketing is everything a company does to acquire customers and

maintain a relationship with them.
Even the small tasks like writing thank-you letters,
Playing golf with a prospective client, returning calls promptly and
meeting with a past client for coffee can be thought of as marketing the
ultimate goal of marketing is to match a company’s products and services
to the people who need and want them, thereby ensuring profitability.

The Four P’s of marketing are Product, Place, Price& promotion

Product refers to an item or items a business intends to sell. When

examine a product, questions should be asked such as what product id
being sold? What differentiates the product from its competitors?
Can the product be marketed with a secondary product? And are there
substitute products in market?

Price refers to how much the product is likely to cost When establishing
price consideration needs to be given to cost the unit cost price,
marketing costs and distribution expenses.
 Place refers to distribution of the product. Key consideration includes
whether the product is going to be sold through a physical storefront,
online or made available through both distribution channels?

Finally, promotion refers to the integrated marketing communications

campaign. Promotional activities may include advertising, personal
selling, sales promotions, public relations, direct marketing,
sponsorship and guerrilla marketing. Promotions are likely to vary
being dependent on what stage of product life cycle the product is
currently in. Marketers must be aware that consumer associate a
product’s price and distribution with its quality, and would be prudent
to take this into account when devising the overall marketing strategy

Definitions of Marketing

According to the American Marketing Association (AMA) BOARD

OF DIRECTORS Marketing is the activity, set of institutions, and
processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at
large.

Dr. Philip Kotler defines marketing as “the science and art of

exploring, creating, and delivering value to satisfy the needs of a target
market at a profit. Marketing identifies unfulfilled needs and desires. It
defines, measures and quantifies the size of the identified market and
the profit potential. It pinpoints which segments the company is capable
of serving best and it designs and promotes the appropriate products
and services.”

IMPORTANCE OF MARKETING
here are many important things marketing can do for different business sectors.
That is why many business establishments adopt many marketing strategies.
Give yourself time to know the importance of marketing to your business.

1.Marketing helps to boost the sales

Marketing is one way to give information to consumers. This way, consumers
will have a basic idea of what is your product all about. They will also know the
benefits of buying your products. Marketing educates many people about a
certain product. When people are well-informed about your product, your sales
will increase.

2.Marketing creates revenue options

Marketing is a great help for many business establishments to create

revenue options. It is when business sectors use different marketing
strategies to increase business profits. One way to increase the
profit is to reduce the product costs. This way many customers will
buy the product.

Reducing the product costs will increase the number of potential

buyers, thus getting more sales. It is better to gain smaller profits but
consistent sales.

Another way to increase the revenue is to run media advertisements

and promotions. It is the easiest way to make people know about your
products.

3.Set better goals for your business

The success of a business depends on its goals and objectives. Marketing can
help a business set its goals. By practicing some marketing strategies it will lead
to the popularity of their brand. By this, it will motivate the company to maintain
its reputation. They will now set clear goals and objectives for their employees
to know their targets. These goals will also reach their consumers.

4.Build a Reputation for your Brand

Another benefit of implementing marketing strategies is to build a reputation for
your brand. But it is essential to ensure you are giving outstanding quality and
useful products to your target market. This way, you won’t only build an
excellent reputation for your product, but also your brand.

5.Improves Decision-Making
When a company hires a market specialist, they will do everything to boost the
sales of your products by making appropriate marketing actions. The first thing
to consider in doing these activities is knowing your audience. When the
company has known fully their audience, this will help them decide what lines
and details they will create in convincing people to buy their products.

CUSTOMER SATISFACTION
Customer satisfaction (often abbreviated as CSAT) is a term frequently used
in marketing. It is a measure of how products and services supplied by a company
meet or surpass customer expectation. Customer satisfaction is defined as "the
number of customers, or percentage of total customers, whose reported experience
with a firm, its products, or its services (ratings) exceeds specified satisfaction goals."
Customers play an important role and are essential in keeping a product or service
relevant; it is, therefore, in the best interest of the business to ensure customer
satisfaction and build customer loyalty.
The Marketing Accountability Standards Board (MASB) endorses the definitions,
purposes, and measures that appear in Marketing Metrics as part of its ongoing
Common Language in Marketing Project. In a survey of nearly 200 senior marketing
managers, 71 percent responded that they found a customer satisfaction metric very
useful in managing and monitoring their businesses.[1] Customer satisfaction is viewed
as a key performance indicator within business and is often part of a Balanced
Scorecard. In a competitive marketplace where businesses compete for customers,
customer satisfaction is seen as a major differentiator and increasingly has become an
important element of business strategy.

Customer Satisfaction is the buzzword used by the business people for the success of
organization in the present days. Due to the increases of heavy competition in every
product – Line it become difficult for the companies to retain the customers for longer
time. So retain the Customer for longer time the marketer has to do only one thing i.e.
customer satisfaction.
According to Philip kotler, “satisfacting is a person’s feelings of pressure or
disappointment resulting to his or her expectation. Customer is the level of a persons
felt state requesting a product performance (out come ) relation of the persons
expectations. According to Hansemark and Albisson ‘’ satisfaction is an overall
customer attitude towards a service provider or an emotional recation to the
difference between what they receive, regarding and what they receive, goal or
desire. According Hoyer and Macinnis said that customer satisfaction can be
associated with feelings of acceptance happiness, relief excitement and delight. Since
completing his master’’ degree in 1988 kavin cacioppo has been for the lending
integrated enclosure manufacture. In his present role as global account leader, he has
applied both theory and experience to support the world target semiconductor
original equipment manufacturer in the used states and abroad. His work continues to
identify, in the perfection of the customer.
Customer satisfaction is the over all essence of the impression about the supplier by
the customer.This impression which a customer makes regarding supplier is a sum
total of all the process he goes through , right from communicating supplier before
doing any marketing to post delivery options and services and managing queries.
1.2 NEED FOR THE STUDY

"Agarwal Industries Pvt.Ltd" is a company located at Kakinada in East Godavari District.

The study is made for 21days in Agarwal Industries Pvt.Ltd, Kakinada on a view to
acquaint various marketing functions practically it also should help to understand the
importance of manufacturer, dealer, relationships, importance of advertising.

The present study is mainly aimed at the customer satisfaction in respect of supplying the oil
products.

In every company it is a fact, that the customer satisfaction plays a dominate role in the
progress of the company.

This is a modest attempt to understand the characteristics of satisfying the customers of a

company.

This study is also made to know about the industry and company and how effectively it
handles various functions, and how effectively it brings coordination among various
departments. This study should also help to coordination among theoretical knowledge
and the actual happenings in reality.
 India is a developing country and Indian consumers spend a larger share of their
income on oils. Oil consumption has expanded at a CAGR of 3.3 per cent during FY2008.
This customer is expected to accurately reflect the performance of organised retail and
hence the scope of study is limited to satisfied with oils as the major product category.

Many factors contribute to customer overall satisfaction. Literature indicates that

customer satisfaction should be judged on multiple dimensions: based on customer
perception, based on operational efficiency, and based on financial performance (Stem Neill
and Gregory M. Rose, 2004; Michael and Barton, 2004).

The present study is limited to evaluation ofthe customer based on their

satisfaction levels. The market is flooded with offers ofdifferent kinds. The customers
advance or delay their purchase based on available sales promotion or on their
expectations of such promotional offers in the near future.

For academicians, the study will give more insight into the dimensions of

customerbased Brand equity and its chemistry with sales promotions, price and premium

promotions. It will help to refine the techniques to find out customer is satisfied with

their oils.
 'Page

The setting of objective is the core stone of a systematic study, The study will be fruitful one
when the basis laid down is a concrete one they represent the desired solution to the problem
and help in proper utilization of opportunities.

Objectives:

The objectives of the research are:

To find out which sales promotion tools will increase the sales

To find out how brand ambassador can influence sales promotion.

To find out the market share of"AGARWAL GROUP OF INDUSTRIES"

To know the features that attracts the customer to subscribe to "AGARWAI GROUP OF

INDUSTRIES".

To know the level of satisfaction of customers towards "AGARWAL GROUP

INDUSTRIES".
 METHODOLOGY:

Methodology is a systematic procedure of collecting information in order to

analyse and verify a phenomenon. It is a systematic study used to collect the date from two
different sources

I .Primary Data

2.Secondary Data

PRIMARY DATA:

The primary data is the first-hand data collected for the actual purpose of
the study. It is the data gathered from personal discussion were held with finance
manager, sales officer in and the other staff of the sales department. A survey has been
done on oil dealers those who purchase oil from the company on wholesale basis for
knowing their perception about the company and a questionnaire is given to the
customers why they prefer only Agarwal Industries pvt.ltd.

SECONDARY DARA:

Secondary data is a data which is collected from books, magazines, etc. This
is a data which already exists, or which had been already collected by someone else for
some other survey purpose. Secondary data are collected from company methods, websites

'Page

The duration of the study is only for 21 days.

The research was limited only to the KAKINADA city, so the result can't be generalized to the

whole market.

The sample taken for research was concerned only for 71 customers rather than millions of

customers scattered around the world.

Since the project has to be completed within a short period of time the information collected

could be biased.

Some of the premium segments could not be met due to time lack and by not obtaining prior

appointment due to tight schedule of the respondents.

s
Page I