INTRODUCTION:

Promotion- pushes and pulls strategies

"Push or Pull"?

Marketing theory distinguishes between two main kinds of promotional strategy - "push" and

"pull".

Push

A “push” promotional strategy makes use of a company's sales force and trade promotion

activities to create consumer demand for a product.

The producer promotes the product to wholesalers, the wholesalers promote it to retailers, and

the retailers promote it to consumers.

A good example of "push" selling is mobile phones, where the major handset manufacturers such

as Nokia promote their products via retailers such as Carphone Warehouse. Personal selling and

trade promotions are often the most effective promotional tools for companies such as Nokia -

for example offering subsidies on the handsets to encourage retailers to sell higher volumes.

A "push" strategy tries to sell directly to the consumer, bypassing other distribution channels

(e.g. selling insurance or holidays directly). With this type of strategy, consumer promotions and

advertising are the most likely promotional tools.

Pull

A “pull” selling strategy is one that requires high spending on advertising and consumer

promotion to build up consumer demand for a product.

If the strategy is successful, consumers will ask their retailers for the product, the retailers will

ask the wholesalers, and the wholesalers will ask the producers.

A good example of a pull is the heavy advertising and promotion of children's’ toys – mainly on

television. Consider the recent BBC promotional campaign for its new pre-school programmer –

the Fumbles. Aimed at two to four-year-olds, 130 episodes of Fumbles have been made and are

featured everyday on digital children's channel CBeebies and BBC2.

As part of the promotional campaign, the BBC has agreed a deal with toy maker Fisher-Price to

market products based on the show, which it hopes will emulate the popularity of the Tweenies.

Under the terms of the deal, Fisher-Price will develop, manufacture and distribute a range of

Fumbles products including soft, plastic and electronic learning toys for the UK and Ireland.

In 2001, BBC Worldwide (the commercial division of the BBC) achieved sales of £90m from its

children's brands and properties last year. The demand created from broadcasting of the Fumbles

and a major advertising campaign is likely to “pull” demand from children and encourage

retailers to stock Fumbles toys in the stores for Christmas 2002.

NEED OF THE STUDY:

The business world today is a world of competition. A business cannot survive if its

products do not sell in the market. People cannot buy what they do not know about. Not only is

promotion an important tool of marketing, it’s a vital element to any organization. Thus, all

marketing activities are undertaken to increase sales. It’s important to get your name out there,

and allow people a sample of your work.

OBJECTIVE OF STUDY:

To study what promotional Strategies adopted by SUDHAKAR PLASTICS PVT LTD.

To study the level of awareness among the consumers pertaining to sales promotional

Strategies of SUDHAKAR PLASTICS PVT LTD

To assess the consumer satisfaction pertaining to sales promotional Strategies of

SUDHAKAR PLASTICS PVT LTD.

To know the perception of customers regarding SUDHAKAR PLASTICS PVT LTD.

SCOPE OF THE STUDY:

The term Sales Promotional Strategies are its broader sense includes various aspects of

advertising and promotion. The present study will aim at studying various elements which

influence the consumers towards purchasing the product. Although the elements of promotional

mix are comprehensively discussed, the study is dependent on the opinions expressed by the

respondents.

LIMITATIONS OF THE STUDY:

• Since the survey was done only in Nalgonda.So the result obtained may not be taken as

universal suggestion.

• Due to time constraints and busy schedules of the people it was difficult to interact with

them completely

• The sample size was limited.

• The existing customers did not have enough time to spare for the survey.

• Feedback from the respondents may be biased.

RESEARCH METHODOLOGY:

Research methodology describes how the research study was undertaken. This includes

the specifications of source of data, research design, and method of data collection, the sampling

method and the tools used.

SAMPLE DESIGN:

Geographical area:

The study is conducted in Nalgonda District.

Duration of project:

The duration of project work is about 45 days

Sample units:

The sampling units used by the researcher for this research, are those who are using PVC

pipes.

SAMPLE SIZE

The number of samples collected by the researcher is 100 customers

Sampling procedure / Sampling method:

The sampling method used for this study is Simple average sampling, which is selected

according to the easy and convenience of the researcher.

SOURCE OF DATA:

Primary data:

The researcher collected both by direct survey from the Customer’s through

questionnaire. The researcher used structured questionnaire.

Secondary data:

Here the researcher collected secondary data from the company profile, industry

profile and official web sites.

RESEARCH INSTRUMENT:

Research instrument used for data collecting is questionnaire and interview schedule.

Questionnaire

The questionnaire is prepared in a well-structured and non disguised form so that it is

easily understandable and answerable by everyone. The type of questions include in the

questionnaire are open-ended questions, multiple choice questions and dichotomous questions.

Interview Schedule

The interview method of collecting data involves presentation of oral-verbal stimuli and

reply in terms of oral-verbal responses. Then the responses are filled up in the questionnaire, for

further analysis.

FRAME WORK OF ANALYSIS:

STASTICAL TOOLS USED FOR ANALYSIS:

The researcher carries out analysis through various statistical tools. The statistical

analysis is useful for drawing inference from the collected information.

Simple percentage analysis

Bar diagrams

Pie charts

INDUSTRY PROFILE:

INDIAN PIPE INDUSTRY:

The Indian pipe industry....Reaping the benefits of good time

with the growing consensus that the worst of the financial crisis behind us and demand for oil &

gas products on an upward trend especially from the developing world, the need for new

exploration and production (E&P) has reinvigorated. In addition, the recent political turmoil in

the Middle East and North African (MENA) region has critically pushed the crude oil price

above US$100 per barrel benchmark leading to further interest in high cost offshore drilling

activities which is back on full scale. In North America and other parts of the world including

India, shale gas discoveries and extraction is creating a whole new market for pipes that needs to

be connected with existing network. The replacement demand market for pipes from the matured

markets has remained consistent throughout the volatile period on the back of higher

infrastructure spending. In India, the government is focused on developing pipeline network by

increasing the availability of city-based gas distribution (CGD) and is aiming to cover

approximately 200 cities by 2015. Also, with the pipeline network of India for oil & gas

transport being lower at 19,103 kms as on April 2010, (32% penetration level) it represents a

huge scope for growth for the pipe industry. As most of the Indian pipe manufacturers are

converters, the industry is highly Raw Material (RM) intensive with the RM cost accounting for

more than 70-80% of the total cost for steel and PVC pipe companies. These companies rely

heavily on imports and hence many steel pipe companies have backward integration facilities to

reduce dependency on imports and price volatility. Freight cost is another key cost component

due to higher imports and exports.

THE EARLY HISTORY OF PVC PIPE

“Many of you have expressed a curiosity about the historical development of PVC pipe. In

response to your requests, we provide you with this brief early history of PVC pipe and fittings.

PVC was discovered as early as 1835, but the first definite report of the polymerization of vinyl

chloride did not come until about 35 years later. At that time, the material was reported to be an

off-white solid that could be heated to 130 degrees C without degradation.

PVC remained a laboratory curiosity for many years, probably because of its intractable nature.

The polymer was inert to most chemicals and very tough (strong). These properties eventually

led scientists to consider PVC for applications where durability and toughness were desirable.

In 1912 the first industrial developments were initiated in Germany. Throughout the 1920’s,

attempts were made to use PVC copolymers that easier to process than PVC. These early

attempts were only marginally successful.

By 1932, the first tubes made from a PVC copolymer were produced. Nearly three years later the

first PVC pipes were produced using a roll mill and hydraulic extruder. This two step process

involved melting the PVC powder on a roll mill and rolling the sheet produced up to a billet. The

PVC could then be processed in a discontinuously working ram extruder to make pipe. This

process was adapted from that used for celluloid and was really ill-fitted for PVC. As a result,

the products were often of dubious quality.

Never-the-less, these early PVC pipes were deemed suitable for drinking water supply piping

and waste water piping because of their chemical resistance, lack of taste or odor and smooth

interior surface. From 1936 to 1939 over 400 residences were installed with PVC drinking water

and waste pipelines in central Germany.

PVC PIPE MANUFACTURING AND TESTING

PVC pipe and its many applications can be better evaluated and appreciated with an

understanding of the technology behind the product. Through research, development, and

experience, the technology in the PVC pipe industry has advanced and matured. PVC pipe

manufacturers must exert a continuing effort to insure that engineers, contractors, operators, and

users possess a complete understanding of advantages and limitations of the product. In this

interest, manufacturing processes, standard specifications, quality control and test requirements,

packaging, and shipping are reviewed.

MANUFACTURING PROCESSES

The technology of PVC pipe manufacturing processes is extensive and involved. It can be traced

from oil or gas wells through petrochemical plants to the PVC compounding operations and

finally to the automated extrusion, molding, and fabrication operations before a finished PVC

product is ready for testing, inspection, and delivery.

As defined in Chapter II, PVC pipe is produced from a blend of materials whose major

ingredient is polyvinyl chloride. Other ingredients, which may be compounded with the PVC

resin, include stabilizers, pigments, lubricants, processing aids, and functional additives. Each

ingredient is used to impart specific processing characteristics or enhance specific finished

product properties. For instance, functional additives maybe used to increase the modulus of

elasticity of the PVC material. The proportions of these minor ingredients will vary from

compound to compound. The formulations, which stipulate the proportions and actual

ingredients used in given PVC pipe compounds, are developed to provide specific properties.

dictated by application. As described in Chapter II, properties for PVC compounds are

established in ASTM D 1784, D 3915, or D 4396.

BRIEF INFORMATION ABOUT PVC PIPES

Polyvinyl chloride (PVC) piping is the most widely used plastic piping material PVC

piping systems are:

Cost Effective.

Easy to install and Handle.

Provide long service life.

Environmentally sound.

PVC pipes are manufactured by extrusion in a variety of sizes and dimensions they

generally sold in 10’ and 20’ length. PVC pipes are available in both solid boll and cellular core

construction. Cellular core construction involves the simultaneous extrusion of at least three

layers of material into the pipe wall, a solid outer layer, a cellular core intermediate layer and a

solid inner layer level. PVC pipe is made to confirm to various ASTM standards for both

pressure and non pressure applications.

HOW TO MAKE PVC PIPE?

A polyvinyl chloride (PVC) is made from a plastic and vinyl combination material. The

pipes are durable, hard to damage and long lasting. A PVC pipe dose not rust, Rot or rare over

time. For that reason PVC piping is mostly used in water system, underground wiring and Sewer

lines.

HISTORY OF PVC

Polyvinyl Chloride commonly abbreviated as PVC, is a thermoplastic polymer. It is a vinyl

polmer constructed of repeating vinyl groups (ethenyls) having one of their hydrogens replaced

with a chloride group.

Polyvinyl chloride is third most widely produced plastic, after polyethylene and

polypropylene. PVC is widely used in construction because it is cheap, durable, and easy to

assemble. PVC Production is expected to exceed 40 million tons by 2016.

It can be made softer and more flexible by the addition of plasticizers the most widely

used being phthalates. In this form, it is used in clothing and upholstery, and to make flexible

hoses and tubing, flooring, to roofing membranes, and electrical cable insulation. It is also

commonly used in figurines and in inflatable products such as waterbeds, pool toys, and

inflatable structures.

INVENTION OF PVC PIPES ?

Polyvinyl chloride (PVC) was first developed in 1925 by B.F. Good Rice, Dr. Waldo;

these two people invented a method for bounding metal and rubber. After blending materials

together we able to create strong and flexible material in the late 1930’s PVC were found to have

great shock absorbing abilities. This discovery lead to the creation of long lasting PVC pipes. In

the early 1936’s PVC pipes were installed for drinking water. Because of the durable nature of

the PVC pipes.PVC pipes were put in general use in the mid 1950’s. Over the next few decades

improvements in the composition and manufacturing process of PVC pipes made it a common

choice for new residential buildings.

The manufacturing of PVC pipes had a greater impact on its use. The original methods of

making PVC pipe was to melt a powdered form of PVC and they role it this method was

cumbersome and expensive it gave rise to the ram extruder method in which the melted PVC is

pushed through a mole to give it a uniform shape. New types flexible plastics were developed in

the 1960’s that increase flexibility.

COMPANY PROFILE:

SUDHAKAR Group of Industries situated at Suryapet, Andhra Pradesh, INDIA, playing

a significant role in PVC & HDPE pipe sector. SUDHAKAR Group established in 1971 with a

product range to manufacture Electrical Conduits. Over the years the group emerged as a

potential leader in Rigid PVC Pipes & HDPE pipes and fittings and also made its foray into

different piping system solutions. Promoted by a visionary entrepreneur, this group has played a

pioneer role in the field of PVC & HDPE piping products.

By being innovative and quality conscious, SUDHAKAR Group distinguished itself from other

organizations as a company having an inbuilt culture of High Customer Care.

SUDHAKAR has now progressed from strength to strength, and has bagged many

prestigious awards, millions of happy and satisfied customers and attained leadership in this field

of PVC & HDPE Pipes & Fittings. Nationwide dealership network and service back up facilities,

dedicated sales force and timely delivery makes SUDHAKAR more closely to customers.

SUDHAKAR has commitment in manufacturing high quality uPVC pipes & fittings for

Potable water supply, SWR pipes & Fittings, uPVC Electrical Conduits & Fittings, uPVC Blue

Threaded Casing pipes, uPVC Under Ground Drainage piping systems, Lead free UPVC

Plumbing system as per ASTM standards, CPVC piping systems, HDPE pipes, Telecom Ducts,

Micro Irrigation Systems, Water Storage Tanks, Soft PVC pipe etc. Our mission is to achieve

sustainable and profitable growth through innovation, world class products and services of

exceptional value to our customers and to be as a Solution provider for all types of piping

systems.

Shri. Meela Satyanarayana – Founder

Shri. Meela Satyanarayana, the founder of the group is a freedom fighter, teacher turned

businessman and industrialist. His contribution to the plastics industry especially in the Southern

India is acclaimed by many organizations. President of Andhra Pradesh Plastic Manufacturers

Association in 1984, Joint Secretary of All India PVC Pipes Manufacturers Association, New

Delhi in 1985. He is the first entrepreneur to start a PVC pipe manufacturing unit in Andhra

Pradesh. Municipal Chairperson of Suryapet for the Period 1989 – 92, and present term 2006-

2010, Chairmen and Founder of the Sudha Co-Operative Urban Bank Ltd. Suryapet, Andhra

Pradesh. He is recipient of many awards such as

"Bharata Ratna Makshagundam Vishveshwaraiah Memorial Small Scale Entrepreneur

Award"

"Vijayaratna", "HMA Small Scale Entreprenuer Award"

Best Industrialist Award. Govt of Andhra Pradesh, India.

Shri. Meela Satyanarayana is a self made Industrialist and is a good manager. His valuable

suggestions and advices to the boards of all companies will always enhance the managerial

capabilities of the Boards.

BOARD OF DIRECTORS

Founder: SHRI. M. SATYANARAYANA

MANAGING DIRECTORMr. Vikas

EXECUTIVE DIRECTORMr.K.C. SRIVASATAVA.

MR. RAJASHEKHARMARKETING MANAGER

Other Members

Mr. S Padmanabham.

Mr.M.Ravi Kumar.

Mr. B. SHIVA.

SudhakarpolymersLtd.

Sudhakar polymers Ltd.closely held public limited company incorporated in the year 1995-96 to

manufacture 10000 Metric tons of PVC pipes and 2000 Metric tons of PVC fittings for various

applications such as pressure pipes and fittings, non pressure pipes and fittings for Soil and

Waste discharges. A major Govt. Supplier to Andhra Pradesh Panchayat Raj department and

other bodies. The present capacity of the unit is to manufacture 10000 Metric tons of the Rigid

PVC pipes of various dia meters for various applications, 2000 Metric Tons of Rigid PVC

fittings for agriculture and sanitary applications. The company manufactures 40mm to 400mm

Rigid PVC pipes for Irrigation, water supply, Casing, and Sanitary purpose. Apart from them it

manufactures Rigid PVC Blue threaded pipes for Casing application. The company is located

near the Industrial Estate of Serape town and the total area of the firm is nearly Ac. 6.20. The

firm has full equipped laboratory for testing the Rigid PVC pipes confirming to IS: 4985:2000,

IS: 12818 and IS: 13592 and fabricated PVC fittings confirming to IS: 10124.

PRODUCTS:

We are manufacturing of -SWR Pipes & Fittings -Rigid PVC Pipes & Fittings -Rigid

PVC Plumbing Pipes -UPVC SWR Pipes & Fittings -UPVC Casing Pipes -UPVC Blue

Threaded Pipes -PVC Electrical Conduits & Fittings -HDPE Pipes & Fittings -Drip

Irrigation Systems -Sprinkler Irrigation Systems -PP- R Piping System -Telecom Ducts -

Blue Casing Pipes and Drip

Electrical pipes & Fittings

Water pipes & Fittings

SWR Pipes & Fittings

Casing Pipes

HDPE Pipes

Micro Irrigation

PP-Random Piping

uPVC Plumbing

CPVC Plumbing

Water Storage Tanks

Soft PVC Pipe

Drainage Piping

uPVC Ducts & Accessories

Pre Lubricated HDPE

PRODUCTS OF SUDHAKAR

CASING PIPES:

SUDHAKAR Manufacture PVC casing pipes for shallow and medium wells as per the

bureau of Indian standards specification is: 12818 with latest amendments.

These pipes are manufactured and supplied in two variants. The pipes have male and

female trapezoidal thread ends for jointing.

These pipes have high impact and compressive strengths and hence are best suited for all

soils. Light weight and thread joints ease the jointing and installation very quickly and

effectively.

Casing pipes for shallow wells (CS pipes): the casing pipes are suitable for tube wells

with depth up to 80 meter.

Casing pipes for medium wells (cm pipes): the casing pipes are suitable for tube wells

depth from 80 to 250 meter.

ELECTRICAL PIPES & FITTINGS

Non conductor of electricity and prevent electrical shocks.

High mechanical strength for buried and open application.

Non corrosive in nature and are immune to chemical and galvanic corrosion.

Do not support combustion and are self extinguishing.

Light weight to handle, install and transport.

Smooth inner surface for easy wiring. Flexibility for long radius bending long lasting life.

HDPE PIPES

SUDHAKAR HDPE potable water supply pipes are manufactured in accordance with

bureau of India standards specifications is 4984 with latest amendments in the range of 20mm to

315mm in different pressure classes. The pipe is manufactured with virgin pe-63, pe-80

requirements. The smaller diameter pipes are supplied in coils ranging from 25 meters to 500

meters as per customers requirements. The larger diameter pipes are supplied in the standard

lengths of 3 / 6 / 12 meter as per customer’s requirements.

SUDHAKAR HDPE TELECOM DUCTS:

SUDHAKAR permanently lubricated HDPE ducts are best suitable for telecom

application. These pipes are manufactured as per departments of telecommunication

specifications and are supplied in different colors. The sizes are available in 25mm, 32mm,

40mm and 50mm with inner lubrication layer and are supplied with and without rope. These

pipes are used for carrying and casing for optical fiber cable.

FEATURES & ADVANTAGES OF HDPE PIPES:

Light weight and easy to handle.

Tough and flexible.

Inert material and resistant to chemicals.

Durable.

Smooth finish.

PP- RANDOM PIPING

New generation hygienic plumbing system made up of polypropylene random co-

polymer to cater the growing needs of the Indian construction industry. The system is suitable for

higher pressures and higher temperature. The systems are the best alternative for the

conventional, non-hygienic metallic piping systems.

SUDHAKAR PP-RC pipes are available from 20mm to 110mm in different pressure classes

manufactured in accordance with din 8077 and din 8078 specifications. The fittings are

manufactured in accordance with din 16962 and are available in all sizes and shapes.

SUDHAKAR Group of Industries are having well equipped quality testing equipment in their

labs as per the ISI standards for testing of all pipes. The high quality performance is attained with

experienced and qualified staff and skilled workers. SUDHAKAR polymers Itd posses and iso:

9001: 2000 quality systems certifications for manufactures and supply of rigid PVC pipes and

fittings for irrigation, agriculture, industrial, domestic and sanitary applications.

APPLICATION AREAS:

Hot and Cold water plumbing system in construction industry.

Chemical and pharmaceutical industries.

Food and beverages industries.

WATER PIPES & FITTINGS

SUDHAKAR UPVC potable water pipes are manufactured in accordance with bureau of

India standard specifications is 4985: 2000 in the range of 16mm to 400mm in different pressure

classes. The pipes are manufactured with plain socket (selfit) and grooved socket (ringtite). The

selfit pipes are joined with solvent Pipe. The rightite pipes are joind with high quality epdm

rubber ring.

SUDHAKAR SELFIT UPVC PIPES:

SUDHAKAR “Selfit” upvc potable water supply pipes are available in the range of

16mm to 400mm. these pipes available in 2.5kgf/sq. Cm., 6kgf/sq. Cm., 8kgf/sq. Cm., 10kgf/sq.

Cm., 12kgf/sq. Cm., pressure classes. The pipes are manufactured with plain socket (selfit) and

are joined with high quality SUDHAKAR solvent Pipe. The pipes are supplied with socket and

spigot ends avoiding the number of joints. The pipes are joined with solvent Pipe resulting in a

leak proof welded joint.

SERVICES

SUDHAKAR engaged in Design, Execution and Installation of Micro Irrigation projects, Potable

water supply projects, Under Ground Drainage systems. Sudhakar has executed the following

projects in Andhra Pradesh.

Micro Irrigation projects under APMIP scheme in various districts of Andhra Pradesh

Rural water supply scheme of about 100 kms in Nalgonda Dist., Andhra Pradesh

Rural Water supply scheme in Kurnool and Medak Districts

Municipal water supply scheme in Suryapet Municipality under Public Health and

Engineering

Lift Irrigation Scheme in Miryalguda, Nalgonda Dist., A.P.

Lift Irrigation Scheme in Anantapur District

REVIEW OF LITERATURE:

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."

For business to consumer marketing, it is "the process by which companies create value

for customers and build strong customer relationships, in order to capture value from customers

in return". For business to business marketing it is creating value, solutions, and relationships

either short term or long term with a company or brand. It generates the strategy that underlies

sales techniques, business communication, and business developments. It is an integrated process

through which companies build strong customer relationships and create value for their

customers and for themselves.

Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the

customer as the focus of its activities, marketing management is one of the major components of

business management. Marketing evolved to meet the stasis in developing new markets caused

by mature markets and overcapacities in the last 2-3 centuries. The adoption of marketing

strategies requires businesses to shift their focus from production to the perceived needs and

wants of their customers as the means of staying profitable.

The term marketing concept holds that achieving organizational goals depends on knowing the

needs and wants of target markets and delivering the desired satisfactions. It proposes that in

order to satisfy its organizational objectives, an organization should anticipate the needs and

wants of consumers and satisfy these more effectively than competitors.

The term developed from an original meaning which referred literally to going to a market to buy

or sell goods or services. Seen from a systems point of view, sales process engineering marketing

is "a set of processes that are interconnected and interdependent with other functions, whose

methods can be improved using a variety of relatively new approaches."

Introduction to Marketing

Marketing is an important socio-economic activity with history of many centuries. It is an

essential activity for the satisfaction of human wants and for also raising social welfare.

Production is the base of marketing. It supplements production activities by distributing goods

and services.

Marketing links producers and consumers together for mutual benefits. It facilitates transfer of

ownership of goods and services to consumers. Production will be meaningless if goods

produced are not supplied to consumers through appropriate marketing mechanism.

Marketing activities are conducted through the medium of money. They are conducted regularly

throughout the world. Modern marketing is global in character. Everyone participates in

marketing activities for the satisfaction of needs / wants.

Promotion- pushes and pulls strategies

"Push or Pull"?

Marketing theory distinguishes between two main kinds of promotional strategy - "push" and

"pull".

Push

A “push” promotional strategy makes use of a company's sales force and trade promotion

activities to create consumer demand for a product.

The producer promotes the product to wholesalers, the wholesalers promote it to retailers, and

the retailers promote it to consumers.

A good example of "push" selling is mobile phones, where the major handset manufacturers such

as Nokia promote their products via retailers such as Carphone Warehouse. Personal selling and

trade promotions are often the most effective promotional tools for companies such as Nokia -

for example offering subsidies on the handsets to encourage retailers to sell higher volumes.

A "push" strategy tries to sell directly to the consumer, bypassing other distribution channels

(e.g. selling insurance or holidays directly). With this type of strategy, consumer promotions and

advertising are the most likely promotional tools.

Pull

A “pull” selling strategy is one that requires high spending on advertising and consumer

promotion to build up consumer demand for a product.

If the strategy is successful, consumers will ask their retailers for the product, the retailers will

ask the wholesalers, and the wholesalers will ask the producers.

A good example of a pull is the heavy advertising and promotion of children's’ toys – mainly on

television. Consider the recent BBC promotional campaign for its new pre-school programmer –

the Fumbles. Aimed at two to four-year-olds, 130 episodes of Fumbles have been made and are

featured everyday on digital children's channel CBeebies and BBC2.

As part of the promotional campaign, the BBC has agreed a deal with toy maker Fisher-Price to

market products based on the show, which it hopes will emulate the popularity of the Tweenies.

Under the terms of the deal, Fisher-Price will develop, manufacture and distribute a range of

Fumbles products including soft, plastic and electronic learning toys for the UK and Ireland.

In 2001, BBC Worldwide (the commercial division of the BBC) achieved sales of £90m from its

children's brands and properties last year. The demand created from broadcasting of the Fumbles

and a major advertising campaign is likely to “pull” demand from children and encourage

retailers to stock Fumbles toys in the stores for Christmas 2002.

Customer is the most important person in the whole marketing process. He is the cause and

purpose of all marketing activities. According to Prof. Drucker, the first function of marketing

is to create a customer or market. All marketing activities are for meeting the needs of customers

and for raising social welfare. Marketing itself is a "need-satisfying process". It facilitates

physical distribution and creates four types of utilities viz., Form Place, Time and Possession.

Types of

promotion Explanation

Advertising: Any non personal paid form of communication using any form of mass media.

Public

relations

Involves developing positive relationships with the organization media public. The

art of good public relations is not only to obtain favorable publicity within the

media, but it is also involves being able to handle successfully negative attention.

Sales

promotion:

Commonly used to obtain an increase in sales short term. Could involve using

money off coupons or special offers.

Personal

selling:Selling a product service one to one

Direct Mail

Is the sending of publicity material to a named person within an organization

Direct mail allows an organization to use their resources more effectively by

allowing them to send publicity material to a named person within their target

segment. By personalizing advertising, response rates increase thus increasing the

chance of improving sales.  Listed below are links to organization whose business

involves direct mail.

Internet

Marketing

Promoting and selling your services online using various forms of online marketing

techniques such as banner advertisements, videos or social media.

Sponsorship

Where you pay an organization to use your brand or logo. This organization usually

has a high profile so that you know that your brand will be seen by a large audience.

Most common use of sponsorship is with sporting events. The 2012 Olympics being

held in London is being sponsored by a number of organizations such as

McDonalds and Coca-Cola as the event will attract a worldwide audience that will

run into hundreds of millions.

STAGES AND PROMOTION STRATEGIES EMPLOYED.

Introduction

When a product is new the organizations objective will be to inform the target audience of its

entry. Television, radio, magazine, coupons etc may be used to push the product through the

introduction stage of the lifecycle. Push and Pull Strategies will be used at this crucial stage.

Growth

As the product becomes accepted by the target market the organisation at this stage of the

lifecycle the organization works on the strategy of further increasing brand awareness to

encourage loyalty.

Maturity

At this stage with increased competition the organization take persuasive tactics to encourage the

consumers to purchase their product over their rivals. Any differential advantage will be clearly

communicated to the target audience to inform of their benefit over their competitors.

Decline

As the product reaches the decline stage the organization will use the strategy of reminding

people of the product to slow the inevitable

 

 

Internet Promotion

The development of the World Wide Web has changed the business environment forever. Dot

com fever has taken the industry and stock markets by storm. The e-commerce revolution

promises to deliver a more efficient way of conducting business. Shoppers can now purchase

from the comfort of their home 24 hours a day 7 days a week.

Owning a website is a now a crucial ingredient to the marketing mix strategy of an organization.

Consumers can now obtain instant information on products or services to aid them in their

crucial purchase decision.  Sony Japan took pre-orders of their popular Playstaion 2 console over

the net, which topped a 1 million after a few days, European football stars are now issuing press

releases over the web with the sites registered under their own names. Hit rates are phenomenal. 

Promotion & advertising strategy

Promotion is one of the key elements of the marketing mix, and deals with any one or two-way

communication that takes place with the consumer. This article concentrates is a high level

introduction to developing a promotional strategy for your business focusing on advertising and

other 'pull' tactics.

Developing a promotional strategy

Deciding on a marketing communications strategy is one of the primary roles of the marketing

manager and this process involves some key decisions about how who the customer is, how to

contact the consumer them, and what the message should be. These questions can be answered

using a three stage process, which is equally relevant for all elements of the marketing mix:

Segmentation – dividing the marketing into distinct groups

Targeting – deciding which of these groups to communicate with, and how to talk to

them

Positioning – how the product or brand should be perceived by the target groups

Messaging - delivering a specific message in order to influence the target groups

1. Segmentation

Dividing potential customers into discrete groups is vital if you want to increase the success rate

of any communications message. If you don't know who you are talking to, it's unlikely you will

get much of a response. Who are the potential customers? How many sub-groups should you

divide them into? How do these groups differ? Hopefully, most of this information will be

readily available from your market research.

Once you have an idea of the customer, you should further drill down to explore them in more

detail.

What are their media consumption habits? What are their expectations and aspirations? What are

their priorities? How much disposable income do they have? What are their buying habits? Are

they likely to have children? How many holidays to they take a year? How much money do they

give to charity? How can you help them?

This information can be obtained in a variety of ways, from commissioning a specialist market

research agency, to examining sales patterns or social media interactions.

Commonly used market research methods include:

Sales analysis and buying patterns

Questionnaires

Desk research

Website statistics, especially social media

Focus groups

Face-to-face interviews

Specialist market research companies

Once you have built up an accurate picture of your customer, it's time to get their attention…

2. Targeting

For the purposes of advertising, targeting is the process of communicating with the right

segment(s) and ensuring the best possible response rate. The methods you use to target your

audience must relate to your marketing plan objectives - are you trying to generate awareness of

a new product, or attract business away from a competitor?

Methods of marketing communications

Advertising is just one element of the marketing communication arsenal, which can be divided

into the following areas:

Advertising – a mass media approach to promotion

Outdoor

Business directories

Magazines / newspapers

TV / cinema

Radio

Newsagent windows

Sales promotion - price / money related communications

Coupons

Discounts

Competitions

Loyalty incentives

Public relations - using the press to your advantage

Press launches

PR events

Press releases

Personal selling – one to one communication with a potential buyer

Salesmen

Experiential marketing

Dealer or showroom sales activities

Exhibitions

Trade shows

Direct marketing - taking the message directly to the consumer

Mail order catalogues

Bulk mail

Personalised letters

Email

Telemarketing

Point of sale displays

Packaging design

Digital marketing – new channels are emerging constantly

Company websites

Social media applications such as Facebook or Twitter

Blogging

Mobile phone promotions using technology such as Bluetooth

YouTube

E-commerce

Deciding which media channel to use

In nature, evolution occurs most rapidly when competition for resources is intense. The same

process is now occurring with promotional media. All traditional media channels are now

saturated, and competition for consumer attention is intense. At the same time, the impact of any

one medium is becoming diluted. There are many more TV and radio channels, consumer have

the ability to skip adverts and free information is now much more accessible. As a result,

companies are becoming increasingly innovative in their approach to communications and a host

of new media channels have emerged. As a result, media choice is becoming a tricky task, which

is why detailed segmentation is so important - it's no use starting a Twitter campaign if none of

your target market is regular users of the site.

Highly targeted communications often lead to better results. You can usually expect a response

rate of less than 1% for a relatively generic mass mailing. However, personal letters to a handful

of your most loyal customers would lead to a dramatically increased rate of return. When

deciding which media to use consider the reach, frequency, media impact and what you can

expect for your budget but most of all, ensure your target customer will see the message in the

first place. Media choice is a matter of compromise between volumes of people versus the

personalization of the message.

Ensuring your message reflects the stages of the purchasing funnel

Once you have made the audience aware of your brand, work doesn't stop there. The customer

needs to be guided through the purchasing process. This means identifying the key stages in the

customer journey and ensuring communications messages are personalized and relevant.

Integrated marketing communications

Once you have decided which media channel to concentrate on, the next step is to ensure an

integrated approach is taken. Regardless of whether you are promoting a new product or raising

awareness, it's important that all ads across all media work together towards a common goal by

using similar messaging and 'look and feel'. An integrated approach can dramatically increase the

effectiveness of any campaign and will help create your brand image.

Getting the best response

To get the best response from your target market, you need ensuring the message is relevant and

clear – once you've managed to gain the valuable attention of your customer the last thing you

want is for them to be confused about what you're saying. Determine the objectives of the advert

and ensure these aims are addressed clearly. Think about the next steps you would like the

audience to take, whether this is visiting a website, ringing a number, or being able to recall your

brand when they are next in the shops.

3. Positioning

Positioning is the process of developing an image for your company or product. This can be

achieved partially through branding, but it's important to realise that all elements of the

marketing mix combine to provide the full picture. You must ensure that all areas of your

business live up to expectations in order to successfully position yourself in the way you hope.

Positioning also considers the competition, and you need to explain why you are unique in the

marketplace and better than the other products on the shelf.

Branding and messaging

Branding is a powerful tool for positioning your product. Branding is used on almost all

customer facing elements of a product, from the packaging design to the style of writing used on

posters. Every communication a customer received adds up to form a mental picture of your

brand and can influence the price they are willing to pay for your products. This ability to charge

more due to the positioning of your product is known as 'brand equity'. Your branding also needs

to consider your unique selling points (USPs) and ensure these are easily recognized through

your messaging – is your product the best value, longest lasting, sweetest smelling or fastest?

Corporate identity

A corporate identity is a useful tool to ensure that your branding is used in a consistent way

throughout the company. This detailed document runs through almost every conceivable

customer touch point and provides guidance on the presentation and style which should be used.

This could include use of logos, colors, tag lines, uniform and the type of coffee to serve guests.

A CI guide is particularly useful if any creative work it outsourced to agencies or freelancers or

if you have many offices worldwide. The most powerful brands can be identified by many

elements of their communications material, not just a by their logo or slogan and this is due to

successful implementation of a recognizable corporate identity. Recognition is a key part of any

purchase decision so a corporate identity should for a core element of your advertising strategy.

4. Development of the advertising message

Once you have determined the positioning for your brand, it's time to develop the message in

order to influence your target groups. Advertising objectives should be directly linked to your

marketing plan, and tend to fit into the following generic categories:

Inform - raising awareness of your brand & products, establishing a competitive

advantage

Persuade - generating an instant response (usually driving sales)

Remind - to maintain interest and enthusiasm for a product or service

It's a documented fact that creative, well branded, distinctive advertising generates the best

results so ensure you use the best possible creative team you can get your hands on, and give

them a detailed brief. Remember that a message will only be successful if it appeals to the target

audience, so constantly refer back to the customer and tailor the ads to them.

Occupation:

( ) Employee ( ) Business ( ) Student ( ) Others

TABLE:

Occupation No. Of respondents Customer response%

Employees 30 30%

Business 50 50%

Students 10 10%

Others 10 10%

Total 100 100%

CHART:

0%5%

10%15%20%25%30%35%40%45%50%

30%

50%

10% 10%

employees

business

student

others

INTERPRETATION:

The above table represent that the employee respondents are in the study having 30%, the business

respondents are having 50%, the others are 10%, Remaing are Students 05%.

1. Which brand do you prefer for PVC Pipes?

a) Sudhakar PVC b) Sadguru PVC

c) Nandi PVC d) others (specify)

TABLE:S.No Criteria No. of respondents % of respondents

1. Sudhakar PVC 70 70%

2. Sadguru PVC 15 15%

3. Nandi PVC 10 15%

4. others

(specify)

05 05%

Total 100 100%

CHART:

0%

10%

20%

30%

40%

50%

60%

70%

70%

15%10% 5%

Sudhakar PVC

Sadguru PVC

Nandi PVC

others

INTERPRETAION:

The above table shows that the number of respondents are given preference to Sudhakar PVC is

70%, next preference given to Sadguru PVC is 15%, next preference to Nandi PVC is 10%

remaining are followed by others a is 5%.

2. How do you come to know about Sudhakar PVC?

a) Friends and relatives b) outdoor advertisements

b) c) e-media d) advertisements

TABLE:

About Sudhakar No. Of respondents Customer response%

Friends and relatives 25 25%

Outdoor advertisements 10 10%

E-media 25 25%

advertisements 40 40%

Total 100 100%

CHART:

0%5%

10%15%20%25%30%35%40%45%

25%

10%

25%

40%

Response

% of respondents

INTERPRETATION:

The above chart indicates, customers knew Sudhakar PVC from friends and relatives and e-

media and ads. Outdoor advertisements are less. Company should focus on outdoor ads.

3. What is your opinion about the advertisements of Sudhakar PVC?

a) Excellent b) Very good c) Good d) Average ( )

TABLE:

CHART:

0%5%

10%15%20%25%30%35%40%45%50%

10%

25%

45%

20%

excellent

very good

good

average

Advertisements No. Of respondents Customer response%

Excellent 10 10%

Very Good 25 25%

Good 45 45%

Average 20 20%

TOTAL 100 100%

INTERPRETATION:

The following table shows that the numbers of respondents are feeling the advertisement of

Sudhakar PVC average is 20%, very good is 25%, good is 45%, and excellence is 10%.

4. Which is the most effective medium for promoting the product?

a) Advertisement b) Sales promotion c) public relation & publicity

d) Personal selling e) Internet.

TABLE:

S.N

o

Criteria No. of

respondents

% of respondents

1. Advertisement 25 25%

2. Sales promotion 45 45%

3. public relation & publicity 15 15%

4. Personal selling 10 10%

5. Internet 5 5%

Total 100 100

CHART:

0%5%

10%15%20%25%30%35%40%45%50%

25%

45%

15%10%

5%

AdvertisementSales promotionpublic relation & publicityPersonal selling Internet

INTERPRETAION:

The above table shows that the numbers of respondents are given preference to Sales promotion

is 45%, next preference given to Advertisement is 25%, next preference to public relation &

Publicity is 15% remaining are followed by Personal selling and Internet is 10%,

5%.respectively.

5. Are you aware of the offers/schemes conducted by Sudhakar PVC pipes?

a. Yes b. No c. Not Right Now

TABLE:S.No Criteria No. of respondents % of respondents

1. Yes 55 55%

2. No 30 30%

3. Not Right Now 15 15%

Total 100 100%

CHART:

Yes55%No

30%

Not Right Now15%

Response

YesNoNot Right Now

INTERPRETAION:

The above table shows that the numbers of respondents are aware of offers/schemes conducted

by forever soap yes is 55%, no is 30% and not right now is 15%.

6. Did Sudhakar PVC pipes conduct any Road shows?

a. yes b. no

TABLE:

S.No Criteria No. of respondents % of respondents

1. Yes 62 62%

2. No 38 38%

Total 100 100%

CHART:

YES62%

NO38%

Response

YESNO

INTERPRETAION:

The above table shows that the numbers of respondents are said that 62% is yes and 38% is no.

7. How would you choose your preference on the following promotional schemes?

a) Price off b) Discount coupons

c) Cash refund d) Prizes

TABLE:

S.No Criteria No. of respondents % of respondents

1. Price off 20 20%

2. Discount

coupons

30 30%

3. Contents 10 10%

4. scratch card 10 10%

5. Cash refund 20 20%

6. Prizes 10 10%

Total 100 100%

CHART:

Price o

ff

Discount c

oupons

Contents

scratc

h card

Cash re

fund

Priz

es0%

10%20%30% 20%

30%

10% 10%20%

10%

Preference

Preference

INTERPRETAION:

The above table shows that the number of respondents are given preference to Discount coupons

is 30%, next preference given to Price off, Cash refund is 20%, next preference to Contents,

scratch card, Prizes are10% respectively.

8. Do you think that Sales Promotional Strategies that are adopted by sudhakar PVC pipes are

according To the Consumer Perceptions?

a. yes b. no c. can’t say

TABLE:S.No Criteria No. of respondents % of respondents

1. Yes 50 50%

2. No 30 30%

3. Not Right Now 20 20%

Total 100 100%

CHART:

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

50%30% 20%

Yes

No

Not Right Now

INTERPRETAION:

The above table shows that the numbers of respondents are think that Sales Promotional

Activities that are adopted by forever soap are according To the Consumer Perceptions is 50%,

no is 30% and not right now is 20%.

9. Do you think that Sales Promotional Activities has power to influence Sales happening?

a. yes b. no c. can’t say

TABLE:S.No Criteria No. of respondents % of respondents

1. Yes 65 65%

2. No 25 25%

3. Not Right Now 10 10%

Total 100 100%

CHART:

0%

10%

20%

30%

40%

50%

60%

70%

65%

25%

10%

Yes

No

Not Right Now

Series4

INTERPRETAION:

The above table shows that the numbers of respondents are think that Sales Promotional

Activities has power to influence Sales happening is 65%, no is 25% and not right now is 10%.

10. Does Sales Promotion Activities of Sudhakar PVC pipes are better than others?

a. yes b. no

TABLE:S.No Criteria No. of respondents % of respondents

1. YES 64 64%

2. NO 36 36%

Total 100 100%

GRAPH:

YES64%

NO36%

Response

YESNO

INTERPRETATION:

The above table shows that the numbers of respondents are think that Sales Promotional

Activities of Forever are better than others yes is 64%, no is 36%.

11. How is the sales promotion scheme communicated to you?

a) Through sales representative b) Through print media

c) Through e-media d) Through company stall

TABLE:

S.N

o

Criteria No. of respondents % of respondents

1. Through sales representative 20 20%

2. Through print media 20 20%

3. Through e-media 45 45%

4. Through company stall 15 15%

Total 100 100

CHART:

0%10%20%30%40%50%

20% 20%

45%

15%

Chart Title

Through sales representa-tive

Through print media

Through e-media

Through company stall

INTERPRETATION:

The above table shows that the numbers of respondents are think that the sales promotion

scheme communicated by through sales representative is 20 %, through print media is 20%,

Through e-media is 45%, Through company stall is 15%.

12) How do you rate the sales promotional offers given by Sudhakar PVC?

( )

a) Average b) good c) excellent d) poor e) bad

TABLE:

Sales promotional offers No of respondents Customer response%

Average 32 32%

Good 34 34%

Excellent 16 16%

Poor 10 10%

Bad 8 8%

Total 100 100%

GRAPH:

0%

5%

10%

15%

20%

25%

30%

35%

32%34%

16%10% 8%

average good

excellent poor

bad

INTERPRETATION:

The following table shows the number of respondents are feeling the sales promotional offers

given by of Sudhakar PVC good is 34%, average is 32%, excellent is 16%, poor is 10%, bad is

8%.

13. How do you rate forever on following parameters?

Satisfied, Dissatisfied

a) Price-----

b) Distribution Network-----

c) Quality-------

d) Advertising------

e) Promotional schemes-------

TABLE:S.No Criteria Satisfied % of Dissatisfied % of Total

respondents respondents1. Price 70 70% 30 30% 100

2. Distribution Network

65 65% 35 35% 100

3. Quality 80 80% 20 20% 100

4. Advertising 75 75% 25 25% 100

5 Promotional schemes

70 70% 30 30% 100

CHART:

Price Distribution Network

Quality Advertising Promotional schemes

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

70%65%

80%75%

70%

30%35%

20%25%

30%SatisfiedDisSatisfied

INTERPRETATION: The above table shows that the most number of respondents are satisfied

with factors like Price, Distribution Network, Quality , Advertising , Promotional schemes,.

Some respondents are Dissatisfied with factors.

14. Do you recommend Sudhakar PVC to others?

a) Yes b) No

TABLE:

Recommend No. Of respondents Customer response%

Yes 96 96%

No 4 4%

Yes 96%

No 4%

Yes

No

TOTAL 100 100%

GRAPH;

INTERPRETATION:

The above graph indicates that majority of people happy to recommend Sudhakar PVC to others.

15. Which brand do you think is the market leader in PVC Pipes?

a) Sudhakar PVC b) Sadguru PVC

c) Nandi PVC d) others

TABLE:

S.No Criteria No. of respondents % of respondents

1. Sudhakar PVC 65 65%

2. Sadguru PVC 15 15%

3. Nandi PVC 15 15%

4. others

(specify)

05 05%

Total 100 100%

GRAPH:

0%5%

10%15%20%25%30%35%40%45%50%

50%

20%25%

5%

Sudhakar PVC

Sadguru PVC

Nandi PVC

others

INTERPRETAION:

The above table shows that the number of respondents are given preference to Sudhakar PVC is

50%, next preference given to Nandi PVC is 25%, next preference to Sadguru PVC is 15%

remaining are followed by others a is 05%.

16. What is the overall rating you give to Sudhakar PVC Pipes?

a) Best brand b) good brand c) average brand d) poor brand

TABLE:

GRAPH:

0%5%

10%15%20%25%30%35%40%45%

45%

30%

20%

5%

best brandgood brand average brandpoor brand

INTERPRETATION:

The following table shows the numbers of respondents are feeling Sudhakar PVC as a overall

brand good brand is 33, best brand is 45, average brand is 20, poor brand is 2.

FINDINGS:

70% of respondents is given preference to Sudhakar PVC is Best

Overall As Brand No. Of respondents Customer response%

Best brand 45 45%

Good brand 30 30%

Average brand 20 20%

Poor brand 05 05%

TOTAL 100 100%

40% of respondents are given preference to Brand value is best influenced factors.

45% of respondents are given preference to Sales promotion in effective medium.

62% of customers say Sudhakar PVC conducting road shows.

55% customers to aware of the offers/schemes.

The major promotional factor which influenced the customers to choose Discount

coupons.

64% customers say best Sales Promotion Activities conducting Sudhakar PVC better than

others.

According to customers electronic media are consider to be more effective to promote

forever soap.

At overall, most of the dealers rated Sudhakar PVC pipes as Good.

SUGGETIONS:

Promotional activities should be improved like discounts, gifts, prizes etc.

To create awareness among the customers. The company needs to improve

advertisements.

The company should give advertisements through Telugu media, posters, televisions,

hoardings etc.

The company have to directly consultant the painters and retailers and also need to

motivate painters through incentives.

It is advised to stability the Brand name and increase the Quality of the

pipes to attract the middle and lower middle class people.

Change in the perception of the Customers towards Sudhakar PVC.

It is advised to increase promotional schemes to attract more number of

people free contests of the Soap should be carried out effectively.

CONCLUSIONS:

Sales Promotional strategies are an important function of any Organization in today’s Market.

Sales Promotion deals with various promotion techniques for improving the Sales and Brand

awareness of Sudhakar PVC.

Knowing the importance of the Sales Promotions in to-days Market, I want to conclude by

saying that the Sudhakar PVC should carry out the various programs for increasing the Sales of

Sudhakar PVC in the Market.

QUESTIONNAIRE

Name:

Occupation:

1. Which brand do you prefer for PVC Pipes?

a) Sudhakar PVC b) Sadguru PVC

c) Nandi PVC d) others (specify)

2. How do you come to know about Sudhakar PVC?

a) Friends and relatives b)outdoor advertisements c) e-media

advertisements

3. What is your opinion about the advertisements of Sudhakar PVC?

a) Excellent b) Very good

c) Good d) Average

4. Which is the most effective medium for promoting the product?

a) Advertisement b) Sales promotion

c) public relation & publicity d) Personal selling

e) Internet.

5. Are you aware of the offers/schemes conducted by Sudhakar PVC pipes?

a. yes b. no c. not right now

6. Did Sudhakar PVC pipes conduct any Road shows?

a. yes b. no

7. How would you choose your preference on the following promotional schemes?

a) Price off b) Discount coupons

c) Cash refund d) Prizes

8. Do you think that Sales Promotional Strategies that are adopted by sudhakar PVC pipes

are according To the Consumer Perceptions?

a. yes b. no c. can’t say

9 .Do you think that Sales Promotional Activities has power to influence Sales happening?

a. yes b. no c. can’t say

10. Does Sales Promotion Activities of Sudhakar PVC pipes are better than others?

a. yes b. no

11. How is the sales promotion scheme communicated to you?

a) Through sales representative

b) Through print media

c) Through e-media

d) Through company stall

12. How do you rate the sales promotional offers given by Sudhakar PVC?

a) Average b) good

c) excellent d) poor e) bad

13. How do you rate Sudhakar pvc pipes on following parameters?

Satisfied, Dissatisfied

a) Price-----

b) Distribution Network-----

c) Quality-------

d) Advertising------

e) Promotional schemes-------

14. Do you recommend Sudhakar PVC to others?

a) Yes b) No

15. Which brand do you think is the market leader in PVC Pipes?

a) Sudhakar PVC b) Sadguru PVC

c) Nandi PVC d) others

16. What is the overall rating you give to Sudhakar PVC Pipes?

a) Best brand b) good brand

c) average brand d) poor brand

BIBLIOGRAPHY:

SEARCH ENGINES:

www.google.co.in

www.learnmarketing.net

www.altavista.com

WEBSITES:

www.Sudhakar pvc group.com

BOOKS:

PRINCIPLES OF MARKETING : - Philip Kotler

RESEARCH METHODOLOGY : - Donald S Tull & Hawkins

ADVERTISING COMMUNICATIONS

AND PROMOTION MANAGEMENT : - Mc. Graw Hill