A study on sales and promotion startegies towards Excellent Biotechnologies

A STUDY ON SALES AND PROMOTION STARTEGIES TOWARDS EXCELLENT

BIOTECHNOLOGIES

AL –AMEEN INSTITUTE OF MANAGEMENT STUDIES

2014-2015 pg.1

CHAPTER 1


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CHAPTER-1

PART-A

INTRODUCTION TO COMPANY

Excellent Biotechnologies is a leading Biotech company involved in the production

of enzymes and chemicals for different sectors of industries. The company has been

formed with the primary objective to bring innovative enzymes and their related

products in wide areas of pharmaceutical, animal healthcare, Agriculture, Food &

Nutrition, Textile and in the field of Bio remediation.

We Excellent Biotechnologies take pride in our commitment to safety, to environmental

stewardship, to excellence in our manufacture of quality products, to ongoing

investment in our people, and to outstanding customer service. Throughout our rise to

prominence in the industry we have kept firmly in place these core values on which

our company was founded.

People at Excellent Biotechnologies bring years of relevant experience to the company

and having a team of experienced Chemists, Biologists, Engineers and Business

people.


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The company is flexible in its market approach to evolve efficient products that suit

each client in the ever crowding space of enzymes and their related industries. We are

committed to develop and manufacture the highest quality products that help make life

better for consumers in a multitude of ways. We consider it a privilege being a Biotech

industry, and look to the future with your great anticipation.

Established in the year 2007, we Excellent Bio Technologies, are a leader in the

innovation and manufacturing of Biotech products in wide areas of pharmaceutical,

animal healthcare, Agriculture, Food & Nutrition, Textile and in the field of Bio

remediation. In close co-operation with well-known scientists and specialists our

company is working continuously towards new technologies, developments according

to the latest inventions.

We assured that wherever you are, whatever your application, we have the

technology, the commitment and the resources to help you make it better. We take

pride in our commitment to safety, to environmental stewardship, to excellence in our

manufacture of quality enzymes and chemicals, to ongoing investment in our people,

and to outstanding customer service. Throughout our rise to prominence in the

industry we have kept firmly in place these core values on which our company was

founded.

Quality Customer satisfaction is of foremost importance that can be acquired through

maintaining and improving the quality of the enzymes and chemicals that we offer to

our clients. We have successfully survived in the market for decades because we have

never compromised with the quality of the range. Our quality experts are responsible

for checking and inspecting the products that we manufacture. Only after intense

checking the products are packaged for dispatch. From the initial stage when the

products are manufactured to the final stage of packaging, the quality managers play

an important role, ensuring no defective piece reaches the client.

Manpower our organization has employed an efficient team of professionals and

experts, which is well-versed in the respective domain. Owing to their expertise and

specialization, we have been able to undertake various requisite methods of products

with much ease. These professionals make optimum utilization of the available

resources and help in enhancing the productivity rate. Further, our experts work in


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close proximity with each other; thus, ensure harmony in the organization. With their

hard work and dedication, we have been able to make a recommendable position in

the industry.

About Us

Excellent Biotechnologies is a leader in the innovation and manufacture of Biotech

products in wide areas of pharmaceutical, animal healthcare, Agriculture, Food &

Nutrition, Textile and in the field of Bio remediation.

Custom formulation and quality nutritional supplements with many products being

available. With our full team of experts, our intention is to assist you in the development

of business. This is why we always want to cooperate with you in the definition of your

need, and your product.

Rest assured that wherever you are, whatever your application, we have the

technology, the commitment and the resources to help you make it better.

In close co-operation with well-known scientists and specialists Excellent

Biotechnologies is working continuously towards new technologies, developments

according to the latest inventions.

Factory Information

Factory Location : Bangalore

No. of Production Lines : 4

Contract Manufacturing : Buyer Label Offered

Annual Output Value : US$10 Million - US$50 Million

Research & Development

There is/are 5 - 10 People R&D Engineer(s) in the company.


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PRESENT STATUS OF THE COMPANY

With the highly competitive market there is very likelihood of prices decreasing in the

future though not substantially. Excellent Biotechnologies India's listed bio pharma

firm and maker of Bromelain, Serrati peptidase, Amylase, Pepsin, Pancreatic, aims to

more than double its revenues to US $50 Million by 2020.As no import duty is involved

in the cost of production. The absence of waiting periods disappearing of premiums

and increasing competition are all warning signs to the biotechnologies manufacturers

that a slump have reportedly scoffed at the idea and have clients there is an element

of truth in this prediction.

Due to the R&D intensive nature of the product development process, the biotech

industry has long struggled to achieve aggregate profitability. The lengthy road to

product commercialization and weak recent IPO market means that M&A is the most

viable exit strategy, and that time to exit has increased, from 6 years in 2006 to 9 years

in 2012.

Excellent Biotechnologies products is utilized in the agricultural sector to improve crop

resistance to insects thereby increasing yield and reducing the need for chemical

pesticides that cause environmental harm. Biotech can also improve the nutritional

qualities of food by producing crops that are free from toxins and allergens and

increasing vitamins content of crops to treat deficiencies.

GROWTH

The customer has always been at the centre of our business. We are always in close

and constant touch for to understand those means we must first listen. That’s how we

have created products and services to satisfy their needs, educated them, changed

their perceptions and practices, and introduced them to exciting new product concepts.

Excellent Biotechnologies India’s listed bio pharma firm and maker of Bromelain,

Serrati peptidase, Amylase, Pepsin, Pancreatic, aims to more than double its revenues

to US $50 Million by 2020.


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GROWTH OF BIOTECHNOLOGY INDUSTRIES IN INDIA

The sector has seen high growth with a CAGR in excess of 20% and the key drivers for growth in the biotech sector are increasing investments, outsourcing activities, exports and the government’s focus on the sector.

A strong pool of scientists and engineers.

Cost-effective manufacturing capabilities.

The setting up of national research laboratories, centres of academic excellence in biosciences, several medical colleges, educational and training institutes offering degrees and diplomas in biotechnology, bio-informatics and biological sciences.

For global companies looking to economise, outsourcing to lower cost economies results in a cost arbitrage of more than 50%.

Fast-developing clinical capabilities with the country becoming a popular destination for clinical trials, contract research and manufacturing activities.

STATISTICS

The Indian biotech industry will grow at an average growth rate of around 30% a year and reach USD 100 Billion by 2025.

The Indian bio-economy grew to USD 4.3 Billion at the end of 2013, up from USD 530 Million in 2003.

The Indian biotech industry grew by 15.1% in 2012–13, increasing the market’s revenues from USD 3.31 Billion in 2011-12 to USD 3.81 Billion in 2012–13.

The market size of the sector is expected to rise up to USD 11.6 Billion by 2017 due to a range of factors such as growing demand for healthcare services, intensive R&D activities and strong government initiatives.


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The Indian biotechnology sector is divided into five major segments — bio-

pharma, bio-services, bio-agri, bio-industrial and bio-informatics.

The bio-pharmaceutical sector accounts for the largest share of the biotech industry with a share of 64% in total revenues in 2013, followed by bio-services (18%), bio-agri (14%), bio-industrial (3%) and bio-informatics (1%).

Revenue from bio-pharma exports reached USD 2.2 Billion in 2013, accounting for 51% of total revenues of the biotech industry.

Road Ahead With the country offering numerous comparative advantages in terms of research and development (R&D) facilities, knowledge, skills, and cost effectiveness, the biotechnology industry in India has immense potential to emerge as a global key player. The growth in gross domestic product (GDP) over the next decade will expand the domestic market and Indians will be able to afford healthcare products, and demand for food commodities and energy will grow too. Presently, many countries are looking forward to invest in the Indian biotechnology sector. India has all the ingredients to become a global leader in affordable healthcare. If there is an annual investment of US$ 4.019 billion to US$ 5.024 billion in the next five years, the biotech industry can grow to US$ 100 billion by 2025, with a 25 per cent return on investment, and set a growth rate of 30 per cent year-on-year. With all the support, government initiatives and determination to excel, India can soon attain global leadership in providing affordable healthcare and innovative medicines, quality food and feed for all.


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PART-B

About Subject

MARKET

Definition:

Philip Kotler describes market as “A market is an area for potential exchanges”.

According to Clark & Clark “A market is a centre about which or area in which the

forces leading to exchange of title of a particular product operate and towards which

the actual goods tend to travel”.

Meaning:

The term market is derived from the Latin word ‘Marcatus’ which means trade,

merchandise or plan of business. It means interaction of the buyers and sellers in the

person or through telephone, mail etc.

TYPES OF MARKET:

Market can be basically divided into two types

1) Consumer market

2) Industrial market

Consumer market: Goods purchased for the purpose of personal consumption

are called consumer goods, and marketing of these goods is called consumer

marketing.

Industrial market: Industrial marketing committee review board has described

marketing of industrial goods as ‘Industrial marketing consists of all activities

involved in marketing of product and service to organizations that


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use products and services in the production of consumer or industrial goods

and services, and to facilitate the operation of their enterprise’.

It includes the following:

Marketing of industrial goods

Marketing of consumer goods

Marketing middle men

Organization for in-house consumption

Organizations for giving away as gifts/compliments

MARKETING:

Definition:

“The American Marketing Association defines marketing as the performance of

goods and services from producer to consumer business activities that direct the

flow of goods and services from producer to consumer or user.”

“Philip Kotler defines marketing as the set of human activities directed at facilitating

and consummating exchanges. The essence of marketing is exchange of products

and the transaction is to satisfy human needs and wants. All business activities

facilitating the exchange are included in marketing.

Meaning:

Marketing is a comprehensive term and it includes all resources and a set of

activities necessary to direct and facilitate the flow of goods and services from

producer to consumer in the process of distribution. Businessmen refer marketing

process as distribution process. Human efforts, finance and management constitute

the primary resources marketing.


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We have twin activities which are most significant in marketing. Marketing the product

or service, or article of trade, with demand, i.e.

Customer needs and desires or target market.

The transfer of ownership and possession at every stage in the flow of

goods from the primary producer to the ultimate consumer.

Marketing comprises all activities involved in the determination and satisfaction

of customer needs at a profit.

By means of marketing functions marketer can direct the firm’s response to

an ever-changing market environment and orient all parts of the business

toward the creation of a satisfied customer.

Marketing encompasses all activities of exchange conducted by producers and

middlemen in commerce for the purpose of satisfying consumer demand.

MARKETING MIX

The marketing mix principles (also known as the 4 p’s.) are used by business as tools

to assist them in pursuing their objectives. The marketing mix principles are

controllable variables, which have to be carefully managed and must meet the needs

of the defined target group. The marketing mix is a part of the organizations’ planning

process and consists of analysing the defined:


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Product:

A tangible object or an intangible service that is mass produced or manufactured on

a large scale with a specific volume of units. Intangible products are service based

like the tourism industry& the hotel industry or codes-based products like cell phone

load and credits. Typical examples of a mass produced tangible object are the motor

car and the disposable razor.

Price:

The price is the amount a customer pays for the product. It is determined by a

number of factors including market share, competition, material costs, product

identity and the customer's perceived value of the product. The business may

increase or decrease the price of product if other stores have the same product.

Place:

Place represents the location where a product can be purchased. It is often referred

to as the distribution channel. It can include any physical store as well as virtual

stores on the Internet.

Promotion:

Represents all of the communications that a marketer may use in the market place.


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Promotion has four distinct elements:

Advertising

Public Relations

Personal Selling

Direct Marketing

A certain amount of crossover occurs when promotion uses the four principal elements

together, which is common in promotion. Advertising covers any communication that

is paid for.

MARKETING FUNCTIONS:

Marketing process includes marketing functions:

Selling

Buying

Standardization and grading

Finance

Marketing information

Selling: selling involves transfer of ownership from seller to buyer. The primary

task of marketing is to bring seller and buyer together. Selling and buying are

compliment to each other. The primary objective of the products at a profit.

Thus, selling function is vital to the success of any business organization.

Buying: It is the first marketing function. The function of buying consists of

those activities involved in purchasing and assembling the goods in a single

ownership. It is done by all marketers the manufacturers, the whole sellers, the

retailers etc. further, the buying function is done by the consumers for their

ultimate consumption.

Standardisation and grading: Standardisation is related to the division of

commodities into distinct standardisation is related to the division of

commodities into distinct groups. The standard is a measure of designation for


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quality. A standard is used in providing certain basic qualities and

characteristics to the goods for their use. A standard is a list of specification. It

may be based on size, colour, appearance etc.

Finance: Finance is a most fundamental aspect of any buying and selling

transactions. Financing of customer-purchasing has become an integral part of

modern marketing. The provision of goods to the customers on credit sales is

an important device to increase the volumes of sales. Thus, at every stage of

buying and selling, finance is required.

Marketing information: The much desired success of marketing depends on

correct and timely decision. These decisions are based on market information

or market intelligence. Marketing information includes all facts, estimates,

opinion, views, regarding the marketing weather. Hence, one should have up

to - date information, about customers, dealers and internal operations to

achieve ultimate goal.

OBJECTIVES OF MARKETING:

The objective of marketing is as follows:

1. To satisfy the needs and wants of customers.

2. To create and retain the customers.

3. To improve and upgrade the products for better customer satisfaction.

4. To determine marketing- mix that aim to satisfy the needs and wants of the

customers.

5. To give rise to competition.

6. To create employment opportunities.

7. To raise the standard of living of the people.

8. To help in economic growth of the country.


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CONCEPTS OF MARKETING:

There are six distinct concepts of marketing:

1. Exchange orientation

2. Product orientation

3. Production orientation

4. Sales orientations

5. Marketing concepts

6. Social marketing concepts

INTRODUCTION TO SALES PROMOTION STRATEGY

“SALES PROMOTION”

Sales promotion has been the fastest growing segment of promotion mix

and has become a major factor in the success of marketing in recent years

representing short term incentives to encourage purchase or sales of a product or

service. Sales promotion is another major component of promotion mix of any

company.

Sales promotion has been one of the most heavily used weapons of the producers or

manufacturers. It is counted amongst one of their most effective ways of boosting their

sales. Sales promotion has certain misconceptions attached to it.

MEANING

Sales promotion is that ‘something extra’ (2+2=5). It can arouse enthusiasm; create a

buying mood or a spark on immediate reaction from customer, dealers and the firm’s

sales person.


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DEFINITION:

The American marketing association define sales promotion as ‘ those marketing

activity other than personal selling, advertising and publicity, which stimulate

consumer purchasing and dealers effectiveness such as display, showroom and

exhibition, demonstration and various non-current selling effort not in the ordinary

routine’.

The author CHARLES M EDWARDS & WILLIAM H HOWARD maintains that “sales

promotion includes every activity that contributes in any way, directly or indirectly, to

the promotion of profitable sales”.

SALES PROMOTION STRATEGY:

Sales promotion strategy is initiating, maintaining, developing and deciding the

role of the promotion components, determining the promotion budget and also

integrating and implementing the promotion strategy.

There are three types of sales promotion strategy:

Push strategy

Pull strategy

Mix strategy

1. Push Strategy: In a push strategy the company is sure that its customers

want the product. The only thing lacking is the lack of push the products have

from the intermediates i.e., the wholesalers and retailers. In this the company

provides incentives to these intermediaries and asks them to push the product

by increasing its sale.

2. Pull Strategy: This strategy is quite the opposite of the push strategy discussed

above. The assumption in this strategy is that the customers either don't know

at all or not enough about the manufacturer's product features to have an


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interest in it. By adopting this strategy the producer works with the

intermediaries, especially the retailers to better present the products not only in

shelves but also improve its general outlook.

3. Mix Strategy: This kind of strategy is adopted when the company thinks that

the products need a push from both sides. Neither the intermediaries are

pushing the product of the company to the extent nor the customers know or

are interested in the product. To make this thing really happen the company

simultaneously

Launches a two prong battle. This strategy is obviously more cost bearing and

takes more time to materialize.

OBJECTIVES OF SALES PROMOTION STRATEGY

To increase buying response by ultimate consumers.

Meeting competition.

To expand the markets and current position.

Informing the buying of new products and package.

Increasing the buying rate by present customers. Obtaining dealers outlets.

PROMOTION MIX / PROMOTION TOOLS

Advertising

Personal selling

Publicity

Sales promotion

Public relation

1. Advertising: Advertising is any kind of paid, non-personal method of promoting

by an identified organization or individual. The characteristics like intangibility,

perishability etc. pose unique marketing challenges. For planning of promoting

strategy, proper care should be taken to accommodate basic characteristics

and their implication in the marketing efforts.


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2. Personal selling: Personal selling is essential when developing close

relationships between the buyers and sellers. It provides the basis for dialogue

and offers a focused approach with immediate feedback. Nevertheless these

benefits are not without cost as personal selling is generally more expensive

than other elements of the mix and is more difficult to turn on and off.

3. Publicity: Publicity is a special form of public relation that involves new stories

about an organization or its products or services. Like advertising, it involves

an impersonal message that reaches a mass audience through the media.

Publicity is distinguished from advertising in many ways.

4. Sales promotion: Sales promotion is used predominantly to encourage trial

and generate brand switching, although without support from other media it is

unlikely to develop brand loyalty. It is also recognised that sales promotion

activity to

Expand sales of particular products or service can be focused on staff and

intermediaries as well as potential customers.

5. Public relation: It has a wide variety of communication efforts to contribute to

generally favourable attitudes and opinions towards an organization and its

products. It does not include a specific sales message. Public relations can take

many forms, including newsletters, annual letters etc. public relations seeks to

establish and maintain mutual understanding between two organizations and

those with whom it covers into content.

STRENGTHS OF SALES PROMOTION:

It stimulates positive attitudes towards the product.

It gives extra incentive to the customer to make a purchase.

It gives direct inducement to take Immediate action now rather than later.


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It has flexibility and it can be used at any stage of a new product

introduction.

METHODS OF SALES PROMTION:

Sales promotion includes a wide variety of promotion and techniques designed

to stimulate earlier or strong market following are the improvements methods.

1) Consumer promotion tool

2) Trade promotion tool

3) Sales promotion tool

A. Consumer promotional tools:

Consumer promotions are designed to offer consumer an incentive to try a brand

for the first time, to switch back to it. A manufacturer or a retailer can offer consumer

promotion.

The main consumer-level sales promotion tools are.

i. Consumer contests with prizes

ii. Price-off deals

iii. Purchase price refunds

iv. Coupons

v. Samples

vi. Premiums or gifts

a) With-pack premium.

b) Reusable container.

c) Free-in-the-mail premium.


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d) Self-liquidating premium (item sold below its normal retail price)

vii. Rewards plan on purchases

viii. Free trials.

ix. Product warranties.

x. Cross promotions.

xi. Point-of –purchase (pop), display and demonstrations.

B. TRADE PROMOTION TOOLS:

The trade promotions help build customer traffic at the retail out let. They

improve sales/ profitability. They build up buyer- seller relationship.

Trade promotion can persuade retailers or wholesaler to carry a brand gives itself

space, promote it in advertising and push it to consumers. Shelf space is so scare

these days that manufacturers often have to offer price-offs, allowances, buy back

guarantees of free goods to retailers and wholesalers to get on the shelf and to

stay on it.

Several trade promotion tools are:

1. Discounts

2. Dealer’s gifts.

3. Dealer’s sales context.

4. Advertisements and display allowances.

5. Buying allowance.

6. Free goods on a certain quantity.

7. Retail demonstration.


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8. Price offs or off-invoice or off-list.

9. Point of purchase.

C. SALES PROMOTION TOOLS:

Many sales promotion tools are available to accomplish at the above said

objectives, the manager can take in to account the type of market, sales

promotion objectives, conditions and effectiveness of each tool.

Sales promotion includes a wide variety of promotion tools designed to

stimulate earlier or strong market response.

At the level of sales representatives, sales promotion tools are

1. Incentives: These are motivational tools linked to sales that achieve a certain

level, or cross that level. These rewards can be given for individual performance

and for special achievements.

2. Sales contest: It is a contest involving sales force or dealers to complete

amongst them to motivate them to achieve higher goals and benefit the

organization.

3. Trade shows and conventions: Trade shows help the company to reach

many prospects through their sales force. Trade shows can benefit greatly from

professional management.


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CHAPTER 2


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Title of the study:

“A STUDY ON SALES & PROMOTION STARTEGIES TOWARDS EXCELLENT

BIOTECHNOLOGIES”

Statement of the Problem:

Defining the Problem

A research in common parlance refers to a search for knowledge. One can also define

it as a scientific search for pertinent information on a specific topic. In fact it is an art

of scientific investigation.

Objectives of the study:

Sales promotion is a tool used to achieve most of the five major promotional objectives

discussed in the Promotion Decisions.

1. Building Product Awareness – Several sales promotion techniques are highly

effective in exposing customers to products for the first time and can serve as key

promotional components in the early stages of new product introduction. Additionally,

as part of the effort to build product awareness, several sales promotion techniques

possess the added advantage of capturing

2. Creating Interest – Marketers find that sales promotions are very effective in

creating interest in a product. In fact, creating interest is often considered the most

important use of sales promotion. In the retail industry an appealing sales promotions

can significantly increase customer traffic to retail outlets. Internet marketers can use

similar approaches to bolster the number of website visitors. Another important way to


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create interest is to move customers to experience a product. Several sales promotion

techniques offer the opportunity for customers to try products for free or at low cost.

3. Providing Information – Generally sales promotion techniques are designed to

move customers to some action and are rarely simply informational in nature.

However, some sales promotions do offer customers access to product information.

For instance, a promotion may allow customers to try a fee-based online service for

free for several days. This free access may include receiving product information via

email.

4. Stimulating Demand – Next to building initial product awareness, the most

important use of sales promotion is to build demand by convincing customers to make

a purchase. Special promotions, especially those that lower the cost of ownership to

the customer (e.g., price reduction), can be employed to stimulate sales.

5. Reinforcing the Brand – Once customers have made a purchase sales

promotion can be used to both encourage additional purchasing and also as a reward

for purchase loyalty (see loyalty programs below). Many companies, including airlines

and retail stores, reward good or “preferred” customers with special promotions, such

as email “special deals” and surprise price reductions at the cash register.

OPERATIONAL DEFINITION OF CONCEPTS

PROMOTION:

Promotion is the communication package in marketing which aims to exchange

information between buyers and sellers. Beyond informing, it also accomplishes the


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task of reminding and persuading the consumers so that they respond to the product

or service being offered.

Brink and Kelly has defined promotion as “The co-ordination of all seller initiated efforts

to set up channel of information and persuasion to facilitate the sales or product

service or the acceptance of an idea”.

Components of promotion:

There are four broad promotional tools available to a marketer.

1. Advertising: This is any paid form of non-personal presentation of ideas, goods or

services by an identified sponsor in a media-mix.

2. Personal selling: personal selling is an oral presentation made to prospective

customers so as to generate sales. It is just a conversation with a purpose.

3. Publicity and public relations: It stimulates demand in a non-personal way. Public

relations maintain effective relation of the organization with different publics like

employees, customers, shareholders, suppliers, dealers, government, media and so

on. Public relations put commercially significant news in media or get a favourable

coverage on radio, television or stage. As media costs of this promotion are not paid

for by the sponsor, it is called publicity.

4. Sales promotion: sales promotion are those marketing activities excluding

advertising, personal selling and publicity which stimulate consumer purchasing,

dealer and sales person effectiveness. It is a short-term activity.


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Approach:

Promotion is a comprehensive term and covers the entire gamut of advertising,

publicity, public relations, personal selling and sales promotion

Sales promotion is thus a part of promotion and is restricted to direct inducement on

a short-term basis to consumers’ or trade to stimulate the purchases of products and

services, thus the study was intended.

To understand the effectiveness of sales promotion measures adopted by

the company.

To analyse consumers’ impulses towards the product.

To identify the level of satisfaction of retailers with respect to KMF’s

promotional measures.

SALES PROMOTION:

According to American Marketing Association “sales promotion are those activities

other than personal selling, advertising and public relations, which stimulate consumer

purchasing and dealer effectiveness, such as display shows and exhibition,

demonstration and various non-recurring and various selling efforts not in the ordinary

routine”.

Sales promotion is thus a part of promotion, and it is restricted to direct inducement

on a short-term basis given to consumer on trade so as to stimulate purchases of

products and services. The direct inducements cover a whole package of coupons,

price-offs, premiums, large quantity, trading stamps, free gifts, displays, shows,

exposition and demonstrations. Sales promotion serves to fill the gap between

advertising and personal selling by co-ordination and supplementation of the efforts.


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Sales promotion operates at three levels:

I. At the level of consumers, it is called consumer promotion.

Example: Free gifts, samples, and price-offs.

II. At the level of dealers and distributors, it is called trade promotion.

Example: Free goods, display contests, dealer sales contest, push money etc.

III. At the level of sales persons, it is called sales force promotion. Example:

Sales man’s contests, bonus, and sales rallies.

LIMITATION OF THE STUDY

1. Sales promotion has temporary and short life not exceeding three months.

2. Sales promotion is only supplementary device to supplement selling efforts of others

promotion tools.

3. They are non-recurring in their use. They have seldom reused value.

4. Too much sales promotion may affect adversely the brand image, suggesting its

lack of popularity or over stocking by a company.

METHODOLOGY

The study was conducted on the bases of survey through questionnaires given to

respondents. The answers were tabulated and classified into tables and graphs in

order to achieve the objectives.

a) Source of information:

1. Primary data

2. Secondary data


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1. Primary data: may pertain to demographic and socio-economic characteristics of

the consumer’s people their awareness and knowledge and other similar aspects

Basic means of obtaining primary data are

I. Questionnaire: may be asked verbally or written and responses may be obtained in

ether forms.

II. Observation methods: is the most commonly used method especially in studies

related to behavioural science

2. Secondary data: refers to the data which have already been collected and

analysed by someone else.

Types of secondary data:

I. Internal data

II. External data

I. Internal data:

Generated and collected from variety of events and sources inside the firms premises.

II. External data:

Generated and collected from variety of events and sources outside the firms

premises.

In this study the researcher has used the primary data collected from respondents

using the instrument called questionnaire .and secondary data also collected from the

following sources Books, Websites, Magazines, and Journals.


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1. Sample units

The area’s for the generation of all the data are in Bangalore city, where the Company

is situated.

2. Plan of analysis

The data collected from the questionnaire were processed, tabulated and analysed to

avoid wrong inference certain factors like incomplete answer were eliminated.

3. Graphical representation

I. Bar –diagram

II. pie-GRAPH

a) Instrument used

A questionnaire was used to collect the data.

b) Type of questionnaire used:-

I. Open-ended:

These questions are called free answer .it refer to a question that has choices to

which the answer must conform.

II. Close-ended:

Such questions are also called fixed alternative. It refers to those questions in

which the respondent is given a limited number of alternative responses from which

he/she is to select the one that most closely matches his/her opinion or attitudes.

c) Sample size

The researcher selected sample size of 50 respondents.


BIOTECHNOLOGIES


2014-2015 pg.29

CHAPTER SCHEME

Chapter 1: The first chapter is the Introduction to the study. It provides basic

information about the study and the theoretical background of the study. It describes

in brief the various elements of marketing management.

Chapter 2: The second chapter is about, the research methodology or design of the

study. It gives an outline about the project such as the statement of the problem,

needs, its objectives, scope, sampling techniques, sampling design, and tools for

collecting data, limitations, and overview of the project.

Chapter 3: The third chapter is the Profile of organisation and respondents. It gives

a detailed description about the excellent biotechnologies company and the products

it manufactures.

Chapter 4: The fourth chapter is the Analysis of findings. It gives description about

the tabulation, interpretation, and analysis of the primary data collected by the use of

the questionnaire for the survey.

Chapter 5: The fifth chapter is the summary of findings and conclusions, about

the project undertaken.

Chapter 6: The sixth chapter is Suggestions and recommendations given by the

respondents with their opinion towards the product.

Chapter 7: The seventh chapter is Annexure. In this chapter, description of the

questionnaire is given, which was prepared to ask the respondents.

Chapter 8: In the final chapter it is the Bibliography, from where the secondary

information was gathered


BIOTECHNOLOGIES


2014-2015 pg.30

CHAPTER 3


BIOTECHNOLOGIES


2014-2015 pg.31

CHAPTER-3

Company profile

Established in the year 2007, we Excellent Biotechnologies, are a leader in the

innovation and manufacturing of Biotech products in wide areas of

pharmaceutical, animal healthcare, Agriculture, Food & Nutrition, Textile and in the

field of Bio remediation. In close co-operation with well-known scientists and

specialists our company is working continuously towards new technologies,

developments according to the latest inventions. Productivity rate. Further, our experts

work in close proximity with each other; thus, ensure harmony in the organization. With

their hard work and dedication, we have been able to make a recommendable position

in the India

Custom formulation and quality nutritional supplements with many products being

available. With our full team of experts, our intention is to assist you in the development

of business. This is why we always want to cooperate with you in the definition of your

need, and your product.

Quality Customer satisfaction is of foremost importance that can be acquired through

maintaining and improving the quality of the enzymes and chemicals that we offer to

our clients. We have successfully survived in the market for decades because we have

never compromised with the quality of the range. Our quality experts are responsible

for checking and inspecting the products that we manufacture. Only after intense

checking the products are packaged for dispatch. From the initial stage when the

products are manufactured to the final stage of packaging, the quality managers play

an important role, ensuring no defective piece reaches the client. Manpower our

organization has employed an efficient team of professionals and experts, which is

well-versed in the respective domain. Owing to their expertise and specialization, we

have been able to undertake various requisite methods of products with much ease.

These professionals make optimum utilization of the available resources and help in

enhancing the Industry.

GENERAL INTRODUCTION ABOUT THE COMPANY

Excellent Biotechnologies is worth US$ 10 Million multi-products, multi-channel

Corporation & it is a part of the Excellent Group. It has Over 30-40 employees. The

companies are a leader in the innovation and manufacturing of Biotech products in

wide areas of pharmaceutical, animal healthcare, Agriculture, Food & Nutrition, Textile

and in the field of Bio remediation. The Company is Pioneers in direct selling.


BIOTECHNOLOGIES


2014-2015 pg.32

GROWTH OF THE COMPANY

Established in the year 2007 Excellent Biotechnologies started exporting their product

to the other countries. Their main markets were Western Europe, Eastern Europe,

Southern Europe, Eastern Asia, Northern Europe, and mid-east with total annual sale

US$10 Million - US$50 Million.

Main Markets Total Revenue (%)

Western Europe 20.00%

Eastern Europe 20.00%

Southern Europe 20.00%

Eastern Asia 15.00%

Northern Europe 15.00%

Mid-East 10.00%

Total Annual Sales Volume: US$10 Million - US$50 Million

Export Percentage: 81% - 90%

Excellent Biotechnologies India’s listed bio pharma firm and maker of Bromelain,

Serrati peptidase, Amylase, Pepsin, Pancreatic, aims to more than double its revenues

to US $50 Million by 2020.


BIOTECHNOLOGIES


2014-2015 pg.33

TYPES OF PRODUCT

INDIVIDUAL ENZYMES:

1. Phytase

Phytase is an enzyme that can break down the undigestible phytic acid (phytate) part

found in grains and oil seeds and thus release digestible phosphorus, calcium and

other nutrients.

2. Protease

A protease (also termed peptidase or proteinase) breaks down proteins. A protease is

any enzyme that conducts proteolysis, that is, begins protein catabolism by hydrolysis

of the peptide bonds that link amino acids together in the polypeptide chain forming

the protein

3. Lipase

Lipase Lipases perform essential roles in the digestion, transport and processing of

dietary lipids (e.g. triglycerides, fats, oils)

4. Cellulase

Catalyze the cellulolysis (or hydrolysis) of cellulose

5. Xylanase

Xylanase is the name given to a class of enzymes which degrade the linear

polysaccharide beta-1, 4-xylan into xylose.

6. B-Glucanse

An enzyme that breaks glucan

7. B-Manganese

Manganese is an enzyme that breaks down mannans. Mannans are mannose-

containing polysaccharides found in plants.


BIOTECHNOLOGIES


2014-2015 pg.34

Probiotics

1. Bacillus subtilis

2. Bifidobacterium bifidum

3. Bifidobacterium infantis

4. Bifidobacterium longum

5. Clostridium butyricum

6. Enterococcus thermophilus

7. Lactobacillus acidophilus

8. Lactobacillus casei

Feed Supplements

1. Mannon Oligosaccharide: Mannan-oligosaccharides (MOS) are widely used in

animal feed to encourage gastrointestinal health and performance. They are normally

obtained from the yeast cell walls of Saccharomyces cerevisiae.

2. AD3EC Liquid Oral Liquid

3. Vitamin AB2D3K Feed Premix

4. B – complex powder

5. Choline chloride (Silica and Cereal based)

6. Vitamin E and Selenium Premix

7. Mineral mixture

8. Toxin binder

9. Vitamin Mineral Feed premix

PHARMACEUTICAL


BIOTECHNOLOGIES


2014-2015 pg.35

Probiotics 1. Bifidobacterium infantis 2. Bifidobacterium longum 3. Lactobacillus acidophilus 4. Lactobacillus casei 5. Lactobacillus lactis 6. Lactobacillus plantarum 7. Lactobacillus reuterii 8. Lactobacillus rhamnosus 9. Lactobacillus Sporogenes 10. Saccharomyces boulardi Enzymes 1. Bacterial Alpha Amylase 2. Bromelain 3. Fungal Lipase 4. Fungal Proteases 5. Hemicellulose 6. Papain 7. Pepsin 8. Serrati peptidase

LEATHER ENZYMES 1. Degreasing Enzyme: Lipase enzyme which is used to remove grease from the

animal skin and hides 2. Dehairing enzyme: It’s an alkaline protease enzyme used for unhairing from hides

and skin.


BIOTECHNOLOGIES


2014-2015 pg.36

TEXTILE ENZYMES 1. Catalase enzyme: for removal of Hydrogen peroxide after the bleaching 2. Protease: An alkaline protease to remove protein from wool 3. Amylase: High and low temperature alpha amylase for Desizing.

EFFLUENT TREATMENT We are one of the leading manufacturers and suppliers of effluent treatment enzymes for industries like, Textile, Paper & Pulp industries, Chemical, food and pharmaceutical industries.

ORGANISATIONAL GRAPH

The sole proprietor is an unincorporated business with one owner who pays personal

income tax on profits from the business. With little government regulation, they are the

simplest business to set up or take apart, making them popular among individual self-

contractors or business owners.


BIOTECHNOLOGIES


2014-2015 pg.37

As the Excellent Biotechnologies is a sole proprietorship company there is a single owner for that. Mr Sheik Ahamed, Director-Administration of the company with 30-40 employees in it.

COMPETITORS

1. Biotecnika info labs Pvt Ltd

2. Polyclone Bio services


BIOTECHNOLOGIES


2014-2015 pg.38

CHAPTER-4


BIOTECHNOLOGIES


2014-2015 pg.39

CHAPTER-4

DATA ANALYSIS AND INTERPRETATION

This chapter deals with the analysis and interpretation of the Data collection. The most

important step in an effective research is analysing and interpretation of the data

collected and presenting it in a logical and sequential manner. This will make its user

easier to understand.

MEANING AND DEFINITION OF ANALYSIS:

Analysis refers to a critical examination of the assembled and grouped data for

studying the characteristics of the object under study and for determining the patterns

of relationship among the variables relating to it.

According To “METCALF AND TITARD”-

Analysis is a process of evaluating the relationship between component parts of a

financial statement to obtain a better understanding of a firm’s position and

performance.

MEANING AND DEFINITION OF INTERPRETATION:

Interpretation means “Explaining the meaning and significance of the data so

simplified”.

According to “C. WILLIAM EMORY”-“Interpretation is concerned with relationships

within the collected data, partially overlapping analysis. Interpretation also extends

beyond the data of the study to include the results of other research, theory and

hypothesis”.


BIOTECHNOLOGIES


2014-2015 pg.40

TABLE 1

SHOWING THE AWARENESS LEVEL TOWARDS EXCELLENT

BIOTECHNOLOGIES

SL.NO PARTICULARS NO. OF

RESPONDENTS

PERCENTAGE

1. YES 80 80%

2. NO 20 20%

TOTAL 100 100%

Analysis:

It is observed that 80% of the respondents are aware of Excellent

Biotechnologies .And 20% of the respondents are not aware of the

Excellent Biotechnologies.


BIOTECHNOLOGIES


2014-2015 pg.41

GRAPH 1

SHOWING BRAND AWERNESS LEVEL THROUGH EXCELLENT

BIOTECHNOLOGIES

Inference:

Majority of respondents are aware of Excellent Biotechnologies.

80%

20%

YES NO


BIOTECHNOLOGIES


2014-2015 pg.42

TABLE 2

SHOWING THE LEVELOF THE PEOPLE USING EXCELLENT

BIOTECHNOLOGIES PRODUCTS


RESPONDENTS

PERCENTAGE

1. YES 80 80%

2. NO 20 0%

TOTAL 100 100%

Analysis:

It is observed that 80% of the respondents are using Excellent

Biotechnologies products. And 20% of the respondents are not using the

Excellent Biotechnologies products.


BIOTECHNOLOGIES


2014-2015 pg.43

GRAPH 2

SHOWING THE LEVEL OF THE PEOPLE USING EXCELLENT


Inference:

Majority of respondents are using of Excellent Biotechnologies products.

0 10 20 30 40 50 60 70 80 90

YES

NO


BIOTECHNOLOGIES


2014-2015 pg.44

TABLE 3

SHOWING THE MEDIA BY WHICH THE CUSTOMERS GOT AWARE

OF

EXCELLENT BIOTECHNOLOGIES


RESPONDENTS

PERCENTAGE

1. PRINT & ELECTRONIC

MEDIA

40 40%

2. DEMO OR DISPLAY 10 10%

3. FAMILY & FRIENDS 50 50%

4. OTHER MEDIA 00 00%

TOTAL 100 100%

Analysis:

It is observed that 40% of the respondents are aware of Excellent

Biotechnologies through print and electronic media.10% from demo and

display.50% from family & friends. And 00% from other media.


BIOTECHNOLOGIES


2014-2015 pg.45

GRAPH 3

SHOWING THE MEDIA BY WHICH THE CUSTOMERS GOT AWARE

OF EXCELLENT BIOTECHNOLOGIES

Inference:

Majority of the respondents are aware of Excellent Biotechnologies

through family & friends. And least from other media.

40%

10%

50%

0%0%

10%

20%

30%

40%

50%

60%

PRINT & ELECTRONICMEDIA

DEMO OR DISPLAY FAMILY & FRIENDS OTHER MEDIA


BIOTECHNOLOGIES


2014-2015 pg.46

TABLE 4

SHOWING THE LEVEL OF BRAND AWARENESS ENSURE THE

BRANDING OF EXCELLENT BIOTECHNOLOGIES TO THE

RESPONDANTS


RESPONDENTS

PERCENTAGE

1. EXCELLENT 25 25%

2. GOOD 20 20%

3. SATISFIED 55 55%

4. NOT SATISFIED 00 00%

TOTAL 100 100%

Analysis:

It is observed that 25% of the respondents say excellent about the brand

awareness level. And 20% of the respondents say good. And 55% say

satisfied.


BIOTECHNOLOGIES


2014-2015 pg.47

GRAPH 4

SHOWING THE LEVEL OF BRAND AWARENESS ENSURE THE

BRANDING OF EXCELLENT BIOTECHNOLOGIES TO THE

RESPONDANTS

Inference:

Majority of the respondents are satisfied with the brand awareness.

25%

20%

55%

0%0%

10%

20%

30%

40%

50%

60%

EXCELLENT GOOD SATISFIED NOT SATISFIED


BIOTECHNOLOGIES


2014-2015 pg.48

TABLE 5

SHOWING THE LEVEL OF THE RESPONDANTS SUGGESTING THE

EFFECTIVE WAY OF PROMOTING THE PRODUCTS OF EXCELLENT

BIOTECHNOLOGIES


RESPONDENTS

PERCENTAGE

1. ONLINE ADS 45 45%

2. MEDIA 15 15%

3. PAPER ADS 30 30%

4. OTHERS 10 10%

TOTAL 100 100%

Analysis:

It is observed that 45% of the respondents suggest online ads. And 15%

of the respondents suggest to media. And 30% suggest paper ads. And

10% says others.


BIOTECHNOLOGIES


2014-2015 pg.49

GRAPH 5

SHOWING THE LEVEL OF THE RESPONDANTS SUGGESTING THE

EFFECTIVE WAY OF PROMOTING THE PRODUCTS OF EXCELLENT

BIOTECHNOLOGIES

Inference:

Majority of the respondents suggest to the online ads and very less to

other.

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

ONLINE ADS MEDIA PAPER ADS OTHERS

45%

15%

30%

10%


BIOTECHNOLOGIES


2014-2015 pg.50

TABLE 6

SHOWING THE SUGGESIONS OF THE RESPONDENTS THAT BY

DOING PROMOTION WHAT WOULD INCREASE


RESPONDENTS

PERCENTAGE

1. REDUCTION IN PRICE 20 20%

2. IMPROVED

EFFECTIVENESS

35 35%

3. COMPOSITION 25 25%

4. GOOD

ADVERTISEMRNTS

20 20%

TOTAL 100 100%

Analysis:

It is observed that 20% of respondents suggest that reduction of the

price. And 35% says to improved effectiveness. And 25% says to the

composition of the product.


BIOTECHNOLOGIES


2014-2015 pg.51

GRAPH 6

SHOWING THE SUGGESIONS OF THE RESPONDENTS THAT BY

DOING PROMOTION WHAT WOULD INCREASE

Inference:

Majority of the respondents suggest to reduce the price of the product

and less suggest for good advertisements.

0%

5%

10%

15%

20%

25%

30%

35%

REDUCTION IN PRICE IMPROVEDEFFECTIVENESS

COMPOSITION GOODADVERTISEMENTS

20%

35%

25%

20%


BIOTECHNOLOGIES


2014-2015 pg.52

TABLE 7

SHOWING THE FACTORS WHICH INFLUENCE THE RESPONDENTS

TO BUY EXCELLENT BIOTECHNOLOGIES PRODUCTS


RESPONDENTS

PERCENTAGE

1. PRICE 35 35%

2. BRAND NAME 20 20%

3. QUALITY 20 20%

4. EFFECTIVENESS 25 25%

TOTAL 100 100%

Analysis:

It is observed that 35% of respondents Says the price influence them to

buy the product. And 20% says that brand name. And 20% says the

quality of the product influences them to buy Excellent Biotechnologies

product.


BIOTECHNOLOGIES


2014-2015 pg.53

GRAPH 7

SHOWING THE FACTORS WHICH INFLUENCE THE RESPONDENTS

TO BUY EXCELLENT BIOTECHNOLOGIES PRODUCTS

Inference:

Majority of the people say that price of the product influence them to buy

the product.

0% 5% 10% 15% 20% 25% 30% 35%

PRICE

BRAND NAME

QUALITY

EFFECTIVENESS

35%

20%

20%

25%


BIOTECHNOLOGIES


2014-2015 pg.54

TABLE 8

SHOWING THE LEVEL OF THE FEATURES OF EXCELLENT



RESPONDENTS

PERCENTAGE

1. PRICE 15 15%

2. EFFECTIVENESS 40 40%

3. QUALITY 25 25%

4. COMPOSITION 20 20%

TOTAL 100 100%

Analysis:

It is observed that 55% of respondents says the price is the best feature

of the product. And 20% says composition of the product. And 25% says

that quality of the Excellent Biotechnologies products.


BIOTECHNOLOGIES


2014-2015 pg.55

GRAPH 8

SHOWING THE LEVEL OF THE FEATURES OF EXCELLENT


Inference:

Majority of the people say that price of the product is the best feature.

And effectiveness acts very less as a feature.

55%

0%

25%

20%

PRICE EFFECTIVENES QUALITY COMPOSITION


BIOTECHNOLOGIES


2014-2015 pg.56

TABLE 9

SHOWING THE LEVEL OF INFLUENCE THROUGH THE BRAND

NAME


RESPONDENTS

PERCENTAGE

1. YES 100 100%

2. NO 00 00%

TOTAL 100 100%

Analysis:

It is observed that all the respondents say that the brand name

influences them to buy the product.


BIOTECHNOLOGIES


2014-2015 pg.57

GRAPH 9

SHOWING THE LEVEL OF INFLUENCE THROUGH THE BRAND

NAME

Inference:

All the respondents are influenced by the brand name.

0% 20% 40% 60% 80% 100%

YES

NO


BIOTECHNOLOGIES


2014-2015 pg.58

TABLE 10

SHOWING THE LEVEL OF SATISFACTION OF THE RESPONDENTS

THOUGH THE QUALITY OF THE PRODUCT


RESPONDENTS

PERCENTAGE

1. YES 100 100%

2. NO 00 00%

TOTAL 100 100%

Analysis:

It is observed that all the respondents are satisfied with the quality of the

product.


BIOTECHNOLOGIES


2014-2015 pg.59

GRAPH 10

SHOWING THE LEVEL OF SATISFACTION OF THE RESPONDENTS

THOUGH THE QUALITY OF THE PRODUCT

Inference:

All the respondents are satisfied through the quality of the product.

0%

20%

40%

60%

80%

100%

YES NO

100%

0%


BIOTECHNOLOGIES


2014-2015 pg.60

TABLE 11

SHOWING THE LEVEL OF RATING TO EXCELLENT

BIOTECHNOLOGIES


RESPONDENTS

PERCENTAGE

1. EXCELLENT 45 45%

2. VERY GOOD 15 15%

3. SATISFACTORY 30 30%

4. AVERAGE 10 10%

TOTAL 100 100%

Analysis:

It is observed that 40% of respondents rates as Excellent. And 15% says

very well. And 30% says satisfactory. And 10% says average.


BIOTECHNOLOGIES


2014-2015 pg.61

GRAPH 11

SHOWING THE LEVEL OF RATING TO EXCELLENT

BIOTECHNOLOGIES

Inference:

Majority of the respondent’s rate as Excellent. And less for Average.

45%

15%

30%

10%

EXCELLENT

VERY GOOD

SATISFACTORY

AVERAGE


BIOTECHNOLOGIES


2014-2015 pg.62

TABLE 12

SHOWING THE REPLY OF THE RESPONDENTS THAT THERE IS

ANY COMPITATOR OR NOT

SL.NO PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1. YES 40 40%

2. NO 60 60%

TOTAL 100 100%

Analysis:

It is observed that 40% of respondents say that there are competitors for

Excellent Biotechnologies. And 60% respondents say there is no

competitor for Excellent Biotechnologies.


BIOTECHNOLOGIES


2014-2015 pg.63

GRAPH 12

SHOWING THE REPLY OF THE RESPONDENTS THAT THERE IS

ANY COMPITATOR OR NOT

Inference:

Majority of the respondents say there is no competitor or Excellent

Biotechnologies.

0

10

20

30

40

50

60

YES

NO


BIOTECHNOLOGIES


2014-2015 pg.64

TABLE 13

SHOWING THE RATING OF THE ROLE OF ADVERTAISMENT IN

DEVELOPING A PRODUCT


RESPONDENTS

PERCENTAGE

1. YES 95 95%

2. NO 05 05%

TOTAL 100 100%

Analysis:

It is observed that 95% of respondents say yes that ads play an

important role in developing a product. And 5% say it is not.


BIOTECHNOLOGIES


2014-2015 pg.65

GRAPH 13

SHOWING THE RATING OF THE ROLE OF ADVERTAISMENT IN

DEVELOPING A PRODUCT

Inference:

Majority of the people say that ads play an important role in developing a

product.

95%

5%

YES

NO


BIOTECHNOLOGIES


2014-2015 pg.66

TABLE 14

SHOWING THE WILLINGNESS TO BUY EXCELLENT



RESPONDENTS

PERCENTAGE

1. YES 80 80%

2. NO 20 20%

TOTAL 100 100%

Analysis:

It is observed that 80% of respondents say yes to buy Excellent

Biotechnologies products. And 20% say no.


BIOTECHNOLOGIES


2014-2015 pg.67

GRAPH 14

SHOWING THE WILLINGNESS TO BUY EXCELLENT


Inference:

Majority of the people say that they will buy Excellent Biotechnologies

products. And least of them say NO.

0%

20%

40%

60%

80%

YES NO


BIOTECHNOLOGIES


2014-2015 pg.68

TABLE 15

SHOWING THE LEVEL OF OPINION OF THE RESPONDANTS


RESPONDENTS

PERCENTAGE

1. GOOD 30 30%

2. EXCELLENT 10 10%

3. SATISFACTORY 60 60%

4. POOR 00 00%

TOTAL 100 100%

Analysis:

It is observed that 30% of respondents rates Excellent Biotechnologies

as Good. And 10% says very Excellent. And 60% says satisfactory. And

00% says poor.


BIOTECHNOLOGIES


2014-2015 pg.69

GRAPH 15

SHOWING THE LEVEL OF OPINION OF THE RESPONDANTS

Inference:

Majority of the people opinion is satisfactory and less in poor.

0%

10%

20%

30%

40%

50%

60%

70%

GOOD EXCELLENT SATISFACTORY POOR


BIOTECHNOLOGIES


2014-2015 pg.70

TABLE 16

SHOWING THE BEST SOURCE THAT CREATES AWEARNESS OF A

PRODUCT

SL.NO PARTICULARS NO.OF

RESPONDENTS

PERCENTAGE

1. NEWSPAPERS 30 30%

2. ONLINE ADS 45 45%

3. TELEVISION 15 15%

4. OTHERS 10 10%

TOTAL 100 100%

Analysis:

It is observed that 45% of respondent’s online ads is the best sources of

creating awareness of a product. And 30% says newspapers. And 10%

says others.


BIOTECHNOLOGIES


2014-2015 pg.71

GRAPH 16

SHOWING THE BEST SOURCE THAT CREATES AWEARNESS OF A

PRODUCT

Inference:

Majority number of the people says that online ads and newspapers are

good sources of brand awareness.

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

NEWSPAPER

ONLINE ADS

TELEVISION

OTHERS

30%

45%

15%

10%


BIOTECHNOLOGIES


2014-2015 pg.72

TABLE 17

SHOWING THE LEVEL OF RESPONDANTS THINK THAT

EXCELLENT BIOTECHNOLOGIESIS CONCENTRATING ON HIS

SALES AND PROMOTIONAL ACTIVITY


RESPONDENTS

PERCENTAGE

1. YES 90 90%

2. NO 10 10%

TOTAL 100 100%

Analysis:

It is observed that 90% of respondents thinks that Excellent

Biotechnologies is concentrating on its sales and promotional activities,

and 10% thinks that is not.


BIOTECHNOLOGIES


2014-2015 pg.73

GRAPH 17

SHOWING THE LEVEL OF RESPONDANTS THINK THAT

EXCELLENT BIOTECHNOLOGIES IS CONCENTRATING ON HIS

SALES AND PROMOTIONAL ACTIVITY

Inference:

Majority of the people says that Excellent Biotechnologies is

concentrating on its sales and promotional activities.

YES NO


BIOTECHNOLOGIES


2014-2015 pg.74

TABLE 18

SHOWING THE NUMBER OF PEOPLE WHO KNOW THE BRAND

NAME OF THE EXCELLENT BIOTECHNOLOGIES PRODUCTS


RESPONDENTS

PERCENTAGE

1. YES 50 50%

2. NO 50 50%

TOTAL 100 100%

Analysis:

It is observed that 50% of the respondents know the brand name of

Excellent Biotechnologies products. And 50% of the respondents don’t

know the brand name of Excellent Biotechnologies products.


BIOTECHNOLOGIES


2014-2015 pg.75

GRAPH 18

SHOWING THE NUMBER OF PEOPLE WHO KNOW THE BRAND

NAME OF THE EXCELLENT BIOTECHNOLOGIES PRODUCTS

Inference:

Majority of the respondents know the brand name of Excellent

Biotechnologies products and vice versa.

50%50%

0 0

YES

NO


BIOTECHNOLOGIES


2014-2015 pg.76

TABLE 19

SHOWING THAT TO WHOME DO THE RESPONDENT SUGGEST TO

PURCHASE OF THE EXCELLENT BIOTECHNOLOGIES PRODUCT


RESPONDENTS

PERCENTAGE

1. SMALL SCALE

INDUSTRIES

50 50%

2. FRIENDS 15 15%

3. CO-WORKERS 15 15%

4. OTHERS 20 20%

TOTAL 100 100%

Analysis:

It is observed that 50% of respondents suggest the other small scale

industries to buy the Excellent biotechnologies product. And 15% will

suggest to their friends, and 15% will suggest to their co-workers, and

20% will suggest to others.


BIOTECHNOLOGIES


2014-2015 pg.77

GRAPH 19

SHOWING THAT TO WHOME DO THE RESPONDENT SUGGEST TO

PURCHSE THE EXCELLENT BIOTECHNOLOGIES PRODUCTS

Inference:

Majority of the people says that they will suggest Excellent

Biotechnologies products to the other small scale industries and less to

others.

50%

15%

15%

20%

SMALL SCALE INDUSTRIES

FRIENDS

CO-WORKERS

OTHERS


BIOTECHNOLOGIES


2014-2015 pg.78

CHAPTER 5


BIOTECHNOLOGIES


2014-2015 pg.79

1. Majority of respondents are aware of Excellent Biotechnologies.

2. Majority of respondents are using of Excellent Biotechnologies products.

3. Majority of the respondents are aware of Excellent Biotechnologies through online

ads. And least from other media.

4. Majority of the respondents are convinced with the products of Excellent

Biotechnologies.

5. Majority of the respondents suggest to the paper ads and very less to other.

6. Majority of the respondents suggest to reduce the price of the product and less

suggest for good ads.

7. Majority of the people say that effectiveness of the product influence them to buy

the product and less say that they buy for only the brand name.

8. Majority of the people say that effectiveness and composition of the products is the

best feature. And price acts very less as a feature.

9. All the respondents are influenced by the brand name.

10. All the respondents are satisfied through the quality of the product.


BIOTECHNOLOGIES


2014-2015 pg.80

From the above findings it is clear that Excellent Biotechnologies Company limited

has a very positive brand image in the minds of the consumers. The study has

confirmed that Excellent Biotechnologies is one of the preferred companies in

manufacturing, production of enzymes and chemicals for different sectors of industries

industry.

Customers are the integral part of the marketing. If the manufacturer concentrates

more on creating the brand image, the customers will be very much aware of the brand

or the products of the company. A customer who is aware of the brand plays a vital

role in promoting the brand/product of the organization.

The company has a successful advertising campaign that has also added to its growth

and acceptance. Although Excellent Biotechnologies competitors may offer similar

features, the consumers are aware that Excellent Biotechnologies is superior in quality

and effectiveness. Thus to conclude it can be said that Excellent Biotechnologies have

a clear edge over its rivals and future prospects of the company are bright.


BIOTECHNOLOGIES


2014-2015 pg.81

CHAPTER-6


BIOTECHNOLOGIES


2014-2015 pg.82

RECOMMENDATIONS:

In order to take advantage of the competitive industries, the company should

improve sales promotion strategy.

High quality of sales promotion result to a high customer satisfaction.

The company should endeavour to send their porters and on regular training

for them to develop the right and new techniques.

Rapid growth of the global market enables them to improve the quality of

sales promotion.

The company should use all the various types of promotional tools in creating

awareness about the product.

Sales promotion is not a onetime affair, for better results the organization

should do the sales promotion in frequent intervals.

SUGGESTIONS:

The Products should be affordable by all small and large firms.

The services should more better.

Concentrate on the brand awareness.

The advertisement should give complete information.

More concentrate on advertisement.

Get a Good celebrity as brand ambassador.

Increase in quality of the product.

Improve the effectiveness and composition of the product.


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CHAPTER-7


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QUESTIONNAIRE

RESPECTED SIR/MADAM

I MUNEER M D, PURSUING FINAL YEAR BBM IN AL-AMEEN INSTITUTE OF

MANAGEMENT STUDIES, AFFILIATED TO BANGALORE UNIVERSITY. AS A

PART OF CURRICULUM I NEED TO SURVEY ON “A STUDY ON SALES &

PROMOTION STRATEGY TOWARDS EXCELLENT BIOTECHNOLOGIES”. SO I

KINDLY REQUEST YOU TO FILL IN THE FOLLWING QUESTIONNAIRE, I ASSURE

YOU THAT INFORMATION FURNISHED BY YOU WILL BE KEPT CONFIDENTIAL.

THANKING YOU,

MUNEER M D

PERSONAL DETAILS

NAME : CONTACT NUMBER : E-mail ID : GENDER : Male [ ] Female [ ] AGE : 18-30 [ ] 30-40 [ ] 40-50 [ ] 50 & Above [ ] OCCUPATION : Employee [ ] Student [ ] Housewife [ ] others [ ]


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1. Are You Aware Of Excellent Biotechnologies? A) Yes [ ] B) No [ ] 2. Are you using Excellent Biotechnologies products? A) Yes [ ] B) No [ ] 3. By Which Source Of Media You Came To Know About This Brand? A) Print/Electronic Media [ ] B) Demo or Display [ ] C) Family & Friends [ ] D) Others (Specify) [ ] 4. How Does the Brand awareness ensure the Branding of Excellent Biotechnology? A) Excellent [ ] B) Good [ ] C) Satisfied [ ] D) Not Satisfied [ ]

5. Which Media According To You Will Be More Effective For Promotion Of Excellent

Biotechnology?

A) Media [ ] B) Online [ ] C) Paper Advertisements [ ] D) Others [ ] 6. By Doing Promotion What The Excellent Biotechnologies Would Increase? A) Reduction in Price [ ] B) Effectiveness [ ] C) Good Advertisements [ ] D) Composition [ ]


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7. What Are The Factors To Purchase Excellent Biotechnologies Products? A) Price [ ] B) Effectiveness [ ] C) Brand Name [ ] D) Quality [ ] 8. Which Is The Best Feature Of Excellent Biotechnologies Products? A) Price [ ] B) Composition [ ] C) Quality [ ] D) Effectiveness [ ] 9. Does The Brand Name Influence Your Purchase? A) Yes [ ] B) No [ ] 10. Are You Satisfied With The Quality Of Excellent Biotechnologies Products? A) Yes [ ] B) No [ ] 11. How Do You Rate Excellent Biotechnologies products? A) Excellent [ ] B) Very Good [ ] C) Satisfactory [ ] D) Average [ ]


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12. Do You Find Any Competitor To Excellent Biotechnologies? A) Yes [ ] B) No [ ] (Mention)____________________________ 13. Does Advertisement Play An Important Role In Developing A Brand? A) Yes [ ] B) No [ ] 14. Would You Like To Buy the Excellent Biotechnologies NEW products? A) Yes [ ] B) No [ ] 15. Your Opinion of Excellent Biotechnologies Product? A) Good [ ] B) Excellent [ ] C) Satisfactory [ ] D) Poor [ ] 16. What Is The Best Source That Creates Awareness Of A New Product?

A) Newspaper [ ] B) Online ads [ ]

C) Television [ ] D) Others [ ]

17. Do You Think Excellent Biotechnologies Is Concentrating On His Sales &

Promotional Activity?

A) Yes [ ] B) No [ ]


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18. Do You Know the Brand name Of Excellent Biotechnologies?

A) Yes [ ] B) No [ ]

19. For whom you would like to suggest the Purchase of Excellent Biotechnologies

products?

A) Small Scale Industries [ ] B) Friends [ ]

C) Workers [ ] D) Others [ ]

20. Suggestions, If Any …………………………………………………………………………………… …………………………………………………………………………………… …………………………………………………………………………………... …………………………………. Thank You, Signature


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CHAPTER-8


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Websites:-

www.google.com

www.excellentbiotechnologies.com

www.excellentbiotechnologies.com/alibaba

www.makeinindia.com/biotechnology

Referred Books:-

Ogilvy on Advertising David Ogilvy

Book of Case studies FCB Ulka

Lateral thinking Edward de Bono

Advertising Principles and Practice Wells, Burnett and Moriarty


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A study on sales and promotion startegies towards Excellent Biotechnologies

Data & Analytics

Transcript of A study on sales and promotion startegies towards Excellent Biotechnologies