Alcircle Sales Promotion

7/28/2019 Alcircle Sales Promotion

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STUDENT DECLARATION

I undersign DEVASHEESH MUKHERJEE student of MBA here by declared

that the research report entitled SALES PROMOTION OF ALCIRCLE is

completed and submitted under the guidance ofMr. Narendra Singh (Area

Manager) is my original work. The imperial finding in this report is based on

the data collected by me. I have not submitted this project report to Amity

International Business School, Noida or any other University for the purpose

of compliance of any requirement of any examination or degree.

DATE:

DEVASHEESH

MUKHERJEE

PLACE: En. No. A1802009626

MBA III Sem

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ACKNOWLEDGEMENT

The research on SALES PROMOTRION OF ALCIRCLE has been

given to me as part of the curriculum in Bachelor Degree in Business Administration.

I have tried my best to present this information as clearly as possible using

basic terms that I hope will be comprehended by the widest spectrum of researchers,

analysts and students for further studies.

I have completed this study under the able guidance and supervision ofMr.

Narendra Singh (Area Manager, Snowpack)I will be failed in my duty if I do notacknowledge the esteemed scholarly guidance, assistance and knowledge. I have

received from them towards fruitful and timely completion of this work.

Mere acknowledgement may not redeem the debt I owe to my parents for their

direct/indirect support during the entire course of this project.

I also thankful to my friend who helped me a lot in the completion of this

project.

DEVASHEESH MUKHERJEE

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CHAPTER 1

INTRODUCTION

Marketing is a social and managerial process by which individuals and

groups obtain what they need and want, through creating, offering and

exchanging Service of value with others.

- Philip Kotler.

Marketing includes all those activities having to do with effecting changes in

the ownership and possession of goods and services. It is that part of

economics which deals with the creation of time, place and possession

utilities and that phase of business activity through which human wants are

satisfied, by the exchange of goods and services for some valuable

consideration.

- American Marketing Association.

Marketing is the process of discovering and translating consumer wants into

product and service specifications and then in turn helping to make it possible

for more and more of consumers to enjoy more and more of these Service

and services.

Marketing consists of analyzing marketing opportunities, researching and

selecting target markets, designing marketing strategies, planning marketing

programs and organizing, implementing and controlling marketing effort.

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Companies have to identify long and short term marketing opportunities and

research the selected market by measuring and forecasting attractiveness of

the given market. Having selected the market, the companies need to

develop a differentiating and positioning strategy for the target market. The

marketing strategy must be transformed into marketing programs by deciding

on marketing expenditures and the marketing mix. The final step is organizing

the marketing resources and implementing and controlling the marketing

plan.

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ALUMINIUM INDUSTRY IN INDIA

Aluminium Industry in the Indian subcontinent is a highly concentrated sector

with 5 prominent players catering to the majority of the countrys aluminium

production. The country has been witnessing a growing demand for the metal

in the domestic market accounting for an enviable growth in the sector. Truly

speaking, today the aluminium production in the country is outpacing the

demand. Very strangely the per capita consumption of the aluminium metal in

India is less than 1kg, whereas the same is estimated at 25 to 30 kgs in US &

Europe, 15 kgs in Japan, 10 kgs in Taiwan and 3 kgs in China. Despite the

lower per capita demand for the metal in india, there is a heavy demand for

aluminium in the domestic market on account of the metal being used in large

quantities across a number of industries. Of the total volume required by the

domestic market, the power industry makes use of about 44% and the

consumer durables and transportation industries consume about 10-12%,

while the construction and packaging sectors buy about 17%.

The History of Aluminium Production in India

Aluminium was discovered long back in the year 1808. However, its

production could be made commercially viable only after 46 years. Several

years of research in the arena could help extracting the metal from ore.

Estimates reveal that aluminium is the third highly available metal in the

earths crust that constitutes not less than 7.3% of the mass of earth.

Following steel, aluminium is the second most used metal in the world. While

the Indian economy consistently grows at a rate of 8% per annum, demand

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for various metals has been consistently increasing across several sectors

and industry segments. As a result of this, Indian aluminium industry is

undergoing a phenomenal development. In the FY)9 alone, aluminum

industry in India grew by 9%.

Industrial scale production of aluminium commenced in India in the year 1938

with the commissioning of the Aluminum Corporation of India. The firm was

established with a technical and financial collaboration with a Canada based

firm Alcan. During the very beginning, the plant had a capacity to produce

2,500 ton of aluminium per annum. This was followed by Hindustan

Aluminum Corporation (Hindalco) which was set up in the state of Uttar

Pradesh in 1959, which could give an output of 20,000 ton per annum. The

year 1965 saw the commissioning of Malco, a public sector enterprise which

had a production capacity of 10,000 ton per annum. Following a number of

such initiatives, the National Aluminium Company (NALCO) was

commissioned in the year 1987 to produce aluminium, which could produce

0.218 million tons of aluminium per year.

The government of India began introducing a number of measures in 1970s

to control and regulate the aluminium industry in the nation. In the Indian

aluminium industry scenario, restrictions with regard to the entry of new

players and price distribution control measures became highly common. The

implementation of Aluminium Control Order mandated the aluminium

producers to sell not less than 50% of their total volume output for the

purpose of electrical usage. However, this government order was withdrawn

in the year 1989, with the revoking of government decontrolling. The industry

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was de-licensed in 1991, which resulted in the liberal importing of

technologies and capital goods related to the aluminium industry. These

measures could take up the volume of aluminium production by 12% as

against the growth rate of 6% reported during the 1980.

Aluminium Production and Consumption in India

India has the credit of being the fifth largest producer of aluminium in the

world. The country has a capacity to produce more than 2.7 million tones of

aluminium per year, accounting making up about 5% of the total aluminium

production on the globe. India boasts of a massive quantity of Bauxite

reserve of about 3 billion tones. India enjoys the eighth position among the

leading producers of primary aluminium in the world. The country has been

witnessing a phenomenal growth in aluminium production over the past ten

years.

There was stagnation in the consumption of aluminium between the 1990s

and 2002 when the consumption of the metal was estimated at 500-600 KT.

However, since 2002, there has been a sharp rise in the consumption of

aluminium in the nation. Chiefly, the industries that lead in the consumption of

aluminium are power, infrastructure, and transportation and related firms.

The Major Players in the Aluminium Production Sector

Aluminium production industry in India is mainly dominated by about five

firms that account for the majority of the countrys metal production including

Hindustan Aluminium Company (HINDALCO), National Aluminium Company

(NALCO), Bharat Aluminium Company (BALCO), MALCO and INDAL.

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HINDALCO: Hindalco is the largest firm in the Indian aluminium industry

holding more than 39% of market share. This is a flagship unit of the Aditya

Birla Group with its aluminium plant at located at Renukoot in Uttar Pradesh.

The firm manufactures a number of aluminium Service making up a market

share of 42% in the primary aluminium segment, 20% in extrusions and 63%

in rolled Service, while 31% of the Service are in the wheels and 44% in foils

segments.

Sterlite Industries is one another giant in the arena comprising two wings

namely BALCO and MALCO. BALCO is a partly integrated firm, MALCO is a

completely integrated producer of aluminium. Sterlite company holds a

market share of about 32%.

NALCO is yet another leading producer of the aluminium metal in India.

Government of India has purchased a stake of about 87.15% in this firm.NALCOs aluminium refinery unit is situated at Damanjodi. In addition, the

firm also has a smelter unit at Angul, Orissa. At present, NALCO is focussed

on a capex project aimed at increasing the volume of its production from

345,000 tonnes to 460,000 tonnes.

The list of aluminium companies in India includes Hindalco, Hindustan Zinc,

Jindal Stainless, Kennametal, India, Nalco, Malco, Ratnamani Metals, Sujana

Metal Service, Balco and Indal.

In the past, the growth of alumina and aluminium industries was in the range

of 2 to 3% per annum. However, the growth rate may remain minimal in

developed countries like US, Canada, Europe and Japan. But its growth is

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bound to be reasonably high in developing economies such as BRIC

countries (Brazil, Russia, India and China) and Middle East.

The Future of Aluminium Industry in India

The per capita consumption of aluminium metal at developed countries is

estimated at about 20 to 30 kg. In most countries, the bauxite reserve has got

almost depleted. The scenario in India is just the opposite. While the per

capita consumption of the metal is only 1.3kg, the country has a huge reserve

of good quality bauxite reserve. In addition, several factors including high

GDP growth rate, skilled employees, highly encouraging Government policy

and the favourable trade relations of the nation with a number of developed

and developing countries will ensure a bright future for the aluminium industry

in the country.

A study of the aluminium industry in India today reveals that most refineries

will be commissioned in the subcontinent around 2020. The scenario existing

suggests that India is the right place following Vietnam where aluminium

industry can hope to see a bright future. All these factors indicate that there is

a highly promising future for the aluminium industry in the country further

stimulated by the huge global market potential that will give a thrust to the

industry.

Aluminium Industry in India is a highly concentrated industry with the top 5

companies constituting the majority of the country's production. With the

growing demand of aluminium in India, the Indian aluminium industry is also

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growing at an enviable pace. In fact, the production of aluminium in India is

currently outpacing the demand.

Though India's per capita consumption of aluminium stands too low (under 1

kg) comparing to the per capita consumptions of other countries like US &

Europe (range from 25 to 30 kgs), Japan (15 kgs), Taiwan (10 kgs) and

China (3 kgs), the demand is growing gradually. In India, the industries that

require aluminium most include power (44%), consumer durables,

transportation (10-12%), construction (17%) and packaging etc.

The Background

Though the existence of Aluminium was first established in the year 1808, it

took almost 46 years to make its production commercially viable. The

research work of several years resulted in extracting the aluminium from the

ore. Aluminium is third most available element in the earth constituting almost7.3% by mass. Currently it is also the second most used metal in the world

after steel. Due to the consistent growth of Indian economy at a rate of 8%,

the demand for metals, used for various sectors, is also on the higher side.

As a result, the Indian aluminium industry is also growing consistently. In

FY09, the aluminium industry in India saw a growth of about 9%.

The production of aluminium started in India in 1938 when the Aluminum

Corporation of India's plant was commissioned. The plant which was set up

with a financial and technical collaboration with Alcan, Canada had a capacity

of producing 2,500 ton per annum. Hindustan Aluminum Corporation

(Hindalco) was set up in UP in the year 1959; it had a capacity of producing

20,000 ton per annum. In 1965, a public sector enterprise Malco which had a

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capacity of 10,000 ton per annum was commissioned; by 1987, National

Aluminium Company (NALCO) was commissioned to produce aluminium. It

had a capacity of producing 0.218 million ton.

During the 1970s, the government started regulating and controlling the

Indian aluminium industry. Restrictions in entry and price distribution controls

were quite common in the Indian aluminium sector. Aluminium Control Order

was implemented where the aluminium producers had to sell 50% of their

Service for electrical usages. However, in 1989, the order was removed as

the government decontrolling was revoked. With de-licensing of industry in

1991, the liberal import of technologies and capital goods was started. The

liberalization resulted in a growth rate of 12% of the industry, comparing to

the growth rate of 6% during the 1980.

Aluminium Production in India

India is world's fifth largest aluminium producer with an aluminium production

competence of around 2.7 million tones, accounting almost 5% of the total

aluminium production in the world. India is also a huge reservoir of Bauxite

with a Bauxite reserve of 3 billion tones.

The Production

India lies at the eighth position in the list of leading primary aluminium

producers in the world. India saw a significant growth in aluminium production

in the past five years. In 2006-07, the production target of aluminium in India

laid by the Ministry of Mines, Government of India was 1,153 KT, which was

augmented to 1,237 KT in the next year (2007-08). Due to the growing

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demand from the construction, electrical, automobiles and packaging

industry, the production of aluminium also hiked up. In FY 09, the total

aluminium production in India was around 1.35 tonnes.

he Consumption

After a stagnant consumption of primary aluminium in India from the end of

1990s to 2002 (when the consumptions were between 500 600 KT), it

started rising sharply since 2002. The consumption reached at 1,080 KT in

2006. The consumption of aluminium in India is dominated by the industries

like power, infrastructure, and transportation etc.

The Major Players

The Indian aluminium industry is dominated by four or five companies that

constitute the majority of India's aluminium production. Following are themajor players in the Indian aluminium industry:

Hindustan Aluminium Company (HINDALCO)

National Aluminium Company (NALCO)

Bharat Aluminium Company (BALCO)

MALCO

INDAL

HINDALCO: Hindalco is the biggest player in the aluminium industry in India

with around 39% of market share. An Aditya Birla Group flagship company,

Hindalco has its aluminium plant at Renukoot in Uttar Pradesh. It has various

aluminium Service with a market share of 42% in primary aluminium, 20% in

extrusions 63% in rolled Service, 31% in wheels and 44% in foils.

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Sterlite Industries: The aluminium business of Sterlite Industries Limited

comprises of two Indian aluminium giants BALCO and MALCO. While

BALCO is a partially integrated, MALCO is a fully integrated producer of

aluminium. Sterlite has got a market share of around 32%.

NALCO: It is also one of the leading aluminium producers in India.

Government of India has a stake of 87.15% in this company. Its aluminium

refinery is located at Damanjodi. It also has a smelter located at Angul,

Orissa. Currently, NALCO is concentrating on a capex programme to

increase its production from 345,000 tonnes to 460,000 tonnes.

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COMPANY PROFILE

Alcircle is the leading comprehensive aluminium b2b portal company.

Alcircle (www.alcircle.com) is a global commerce gateway focused

exclusively business needs of the aluminium industry. This pioneering

initiative provide a community portal where players from various sectors of

aluminium industry can converge, converse & collaborate. The online forum

embodies our shared vision of a value added platform design to yield a vast,

yet accessible, wealth of data, intelligence and interactive resources.

The key to the success of commercial and industrial operations depends

significantly on the performance of its decision making mechanism. A

decision maker needs authenticated information to perform. For this, the

information is required to be current, correct and complete to be available to

the decision maker at the right time and in the right format. The advent of

internet and wireless telephony systems have been game changers in

terms of how information, both at social and business levels, is accessed,

processed, and utilized. Satellite communication and global networking of

information sources has not only increased, the speed with which information

gets shared worldwide but has also helped developing a level operational

field for mangers operating in developed and developing economies.

However, information explosion has also brought in its own share of problems

for the practicing commercial and industrial managers. While the speed of

accessing information has gone up manifolds, the complexity of sorting out of

useful information from a plethora of available news and information, has

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presented a unique set of problems for the present day business decision

makers. The revolution of 1990s attempted to address the problem

by developing customized information processing and sharing platforms.

Starting with E-mail and retail B2C, the specific industrial and commercial

segments also started to build up their exclusiveinformation and Decision

Support systems on the strength high performance network systems of

general and industry specific portals.

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Some major functions performed by alcircle:

Finding news about worldwide aluminium industry.

Provide Market updates to industry users.

Promotes the industry events.

Trade leads with create and provide the business directories.

Contribute and share wealth of information from the aluminium industry in

all over the world.

Access manufacturer.

Provide a platform for buyers and sellers by a combined market to expand

the business.

Some major benefits of alcircle:

Conduct and grow your business through e-commerce.

Get exposure to the worlds leading aluminium business.

Locate new business associate through our large sector-specific directory

of industry participants.

Leverage business intelligence.(pro-actively analyze news, monitor trends

& intelligently evaluate price data)

Publish business inquiries to local & international suppliers.

Access new leads via buyers-suppliers discovery programs.

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Enhance revenue through online access to new business opportunities.

Profit from direct advertising and promotional activities.

Gain exposure to the right buyers at the right time and reduce your cost of

sales and marketing.

Search and locate suppliers and buyers of your Service.

Share and collaborate on business and trade opportunities.

Locate local logistic providers.

Customize, organize and save with your personal planner.

The parents company of alcircle is JIWANRAM SHEODUTTRAI GROUP.

Mr. Kamal Prakash the Director of the group.Business Entities:

Unimark International

Jiwanram Sheoduttrai industries Pvt. ltd.

Unimark Metallurgical Pvt.Ltd.

Uniseven Engineering & infrastructure Pvt.Ltd.

Hidro-Uni water Solution Pvt.Ltd

Nrendra & Narendra (Engineers)Pvt.Ltd.

Alcircle Pte.Ltd

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Alcircle is the Singapore based company. (India-Singapore-USA)

Aluminum Circle is the brainchild of Aluminum Industry veterans. It is an

outcome of the need to provide a platform to bring industry players together,

facilitate information sharing relevant to industry and promote commerce. Our

mission is to provide an environment that literally provides relevant

information on finger click.The Global aluminium industry information eco-

system of news , data and knowledge covering the entire operational range

of Bauxite, Alumina, Primary and secondary Aluminium and the wide

spectrum of its downstream industry segments ,has somehow lagged behind

in utilizing the potential of web based information systems. Despite being the

second most commonly used metal , its global information management

system has lagged behind that of iron and steel even some of the lesser

important metals. Though , there are quite a few of organizational, regional

and national industry portals in use, the industry has been missing a globalportal that would address to its exclusive commercial and knowledge related

information and decision support needs.

The management team comprises the following:

Mr. Satish (Sam) Manaktala

Sam is an International Consultant to the aluminum industry with extensive

experience in China, Russia, India, USA, Eastern Europe, UK, Africa and

various other parts of the world.

He is a former Vice President of Kaiser Aluminum responsible for global

technology sales and international business development.

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He has extensive knowledge of the global aluminum industry in terms of

technology, business development and business processes.

He has provided outsourcing support for all aspects of the aluminum industry

including; bauxite, alumina, primary production and downstream fabrication.

Mr. O.S. Chaudhary

He is a graduate of Birla Institute Of Technology & Science Pilani.

He worked as Vice President, Senior Vice President, Joint President and

retired as Executive President of HINDALCO, a major aluminum producer in

India.

Under his guidance HINDALCO executed a major strategic expansion plan to

increase capacity from 24000 Tons to 350,000 Tons.

He is an expert in Conceptualization and Feasibility of Green Field Project,

Sourcing of Technologies / Equipments, Budgeting & Risk Analysis.He is a Sr. Associate of AMIE since last 25 years.

He is a Light Metal Committee Member since last 20 years.

Mr. Kamal Prakash:

Managing Director, International trade & development

Mr. Rajiv Goyal:

Director (technical)

Mr. B.S. Pani:

Director (Operations)

Mr.Amit Surana:

Manager (Commercial)

Mr. Bhanu prakash Tiwari

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Manager (marketing)

Mr. Debangan Bhattacharya

Manager (technical)

Mrs. Beethika Biswas

Content Head

Mr. Pawan Gupta & Mr. Snehasis Sahoo

Operations Executive

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Alcircle Deals with

Raw Materials

&

Plant &

Machineries

Industry

Services

Smelter

Service

Consumables

Bauxite Industrial Furnace

Testing and

measuring

technology

Primary

Ingotsmelter grade

alumina Ladles

Engineering

Projects Slabsclacined

alumina

Technology

Equipments Consultants SowCryolite Casting machines Marketing BilletsAluminium

Sulphate Rolling equipment Systems & IT Wire rodaluminium

chloride

Billet & Slab

Casting Scrap Processing T Bars

aluminium

hydroxide

Extrusion

equipment Media Support

Master

Alloys

shapesaluminium

oxide

Foundry and die-

casting equipment Event Managers others

limestone

Testing and

measurement tool

Standerdization &

Certificationcarbon Systems Logistics Support

Soda ashRobotics &Automation Others

Refractory

material Safety equipmentRare -earth

materials Cooling Systemsslag Othersothers

Anode CarbonCathode

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CarbonRelease

agents -

lubricantsHardners &

Alloying

elementsFuel

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Remelt/ Secondary

Service

Semi - Finished

ServiceEnd Users

Remelting ingots Extruded Service Enginneringremelting slabs/sow Rolled Service Transport

remelting billets Foundry & die casting

Building &

ArchitectureHardners & Master Alloys Strips Packagingother Forged Parts Electricals

Surface treatment ChemicalsDoors & windows Capital goods

Packaging elements Otherskitchen elementsothers

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Information about aluminum

Bauxite

Bauxite is a naturally occurring, heterogeneous

material composed primarily of one or more aluminum

hydroxide minerals, plus various mixtures of silica, iron

oxide, titania, aluminosilicate. Bauxites are typically

classified according to their intended commercial

application: abrasive, cement, chemical, metallurgical,

refractory, etc. The bulk of world bauxite production

(approximately 85%) is used as feed for the

manufacture of alumina via a wet chemical caustic

leach method commonly known as the Bayer process.

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Alumina

The alumina produced from Bayer process is in

turn employed as the feedstock for the

production of aluminum metal by the electrolytic

reduction of alumina in a molten bath of natural

or synthetic cryolite (Na3AlF6), the Hall-Heroult

process. The synthetically produced aluminum

oxide (Al2O3) is a white or nearly colourless

crystalline substance that is used as a starting

material for the smelting of aluminum metal. It

also serves as the raw material for a broad

range of advanced ceramic Service and as an

active agent in chemical processing.Annual world production of alumina is approximately 45 million tonnes, over

90% of which is used in the manufacture of aluminium metal.[3]. The major

uses of speciality aluminium oxides are in refractories, ceramics, and

polishing and abrasive applications.

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Primary Aluminium

With a share of nearly 8%, Aluminum is the most

abundant metal in the earth's crust. The properties,

which make aluminum a valuable material, are its

lightweight, strength, recyclability, corrosion resistance,

durability, ductility, formability and conductivity. Due to

these unique combinations of properties, the major

areas of uses of aluminum are in the automobile &

transportation industries, construction, packaging,

power and consumer product sectors.

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Secondary Aluminium

Harnessing one of its prime properties e.g. recyclability,

aluminum has been recycled since the days it was first

commercially produced. Recycling is an essential part

of the aluminum industry and makes sense

economically, technically and ecologically. Worldwide

the future of scrap recycling certainly looks promising,

especially with the expected growth of aluminum

packaging industry in South America, Europe and Asia.

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Fabricated Service / Downstream Aluminium

Driven by the wide applications growing demand

downstream activities are increasingly potential global

focus. Aluminum from primary industry is processed in

downstream for further value - addition to produce

end-product like extrusions rolled, fabrications and

finished items especially for automobile &

transportation, construction, packaging, power and

consumer Service industries.

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Marketing Mix

Marketing mix is the set of marketing tools that a firm uses to pursue its

marketing objectives in the target market.

McCarthy has popularized a four factor classification of marketing tools

known as the 4Ps of the marketing mix. They are:

Product

Price

Place

Promotion

Product:Product stands for the firms tangible offer to the market, including the

product quality, design, features, branding and packing. It deals with new

product development, product life cycle, product mix, product lines, branding

and associated services to a product. From the customers point of view, it

helps in satisfying the customers needs and wants.

Price:Price is the monetary value of the product. Price deals with selecting the

pricing objectives, setting the price, discounts, allowances, payment policies

and credit terms. It is very important to the customers as it decides the cost

the customer has to pay to gain the product value.

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Place:This marketing tool stands for the various activities the company undertakes

to make the product accessible and available to the customer. It involvesmarket size, channel selection and management, storage and physical

distribution with the ultimate purpose of efficiently supplying the companys

offer to the target market. To the customer, this marketing tool refers to

convenience.

Promotion:

Promotion stands for various activities the company undertakes to

communicate and promote its Service to the target market. It involves

communication programs i.e. direct marketing, advertising, sales promotions,

public relations and motivation of sales force. To the customer this tool

provides knowledge and information.

The Promotion Mix of a company includes the following tools;

Advertising:

It is any paid form of non-personal presentation and promotion of ideas,

goods or services by an identified sponsor.

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Direct Marketing:

It refers to the use of mail, telephone and other non-personal contact

tools to communicate with or solicit a response from specific customers and

prospects.

Personal Selling:

Face to face interaction with one or more prospective purchasers for the

purpose of making a sale refers to personal selling.

Public Relations and Publicity:

It refers to the variety of programs designed to promote and or protect a

companys image or its individual Service.

Sales Promotions:

The short-term incentive to encourage trial or purchase of a product or

service refers to sales promotion. Whereas advertising offers a reason to buy;

sales promotion offers an incentive to buy. Since sales promotion directly

push up the sales, increasing number of companies are undertaking sales

promotion activities.

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Sales Promotion

Sales promotion refers to the short-term incentives to encourage sales of a

product or service. It consists of a diverse collection of incentive tools, mostly

short-term, designed to stimulate quicker and greater purchase of Service or

services by consumers.

Purpose of Sales Promotion

Sales promotion tools vary in their specific objectives. They may be used

to attract new customers, to reward loyal customers and to increase the

repurchase rates of occasional users. Sales promotion usually targets brand

switchers because non-users and users of other brands do not always notice

a promotion. Sales promotions are thus also seen as a tool for breaking down

loyalty to other Service.Sales promotions also let manufacturers adjust to short term changes in

supply and demand and differences in customer segments. They also let

manufacturers to experiment by varying prices. Sales promotions also lead to

greater consumer awareness of prices.

To use sales promotion, a company must set objectives, select the right tools,

develop the best program and implement it and evaluate the results.

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Objectives of Sales Promotion

The specific objectives set for sales promotions will vary with the type of

the target market. For consumer promotions, objectives include encouraging

purchasing of larger sized units, building trial among non-users and attracting

switchers away from the competitors brands. For trade promotions, objectives

may include; including retailers to carry new items and higher level of

inventory, encouraging off-seasonal buying, of-setting competitive

promotions, building brand loyalty of retailers and gaining entry into new retail

outlets. The sales force promotions help in encouraging support of a new

product or model, encouraging more prospecting and stimulating off-seasonal

sales. But most importantly, sales promotion should be focused on consumer

relationship building.

Sales Promotion Tools

Many tools can be used to accomplish sales promotion objectives.

Descriptions of the main promotional tools are as follows;

Consumer Promotion Tools

The main consumer promotion tools are as follows;

Samples:

They are offers of a trial amount of a product. It consists of inviting

prospective purchasers to try the product without cost or at a lower

cost in the hope that they will buy the product. Samples may be free or

discounted.

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Coupons:

Coupons are certificates that give buyers a saving when they purchase

a specified product. Coupons can be mailed, placed in advertisements

or included with other Service.

Rebates:Rebate is also known as cash refund offers. Rebates are offers to

refund part of the purchase price of a product to its customers whosend a proof of purchase to the manufacturer. These are like

coupons except that the price reduction occurs after the purchase

and not at the point of sale.

Price Packs:Cents-off deals or price packs offer consumers savings by way of

reducing prices that are marked by the producer directly on the

package.

Premiums:These are the goods offered either free or at a low cost as an

incentive to buy a product. Premiums may be in-pack or on-pack

(outside the pack).

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Prizes:

They are offers of chance to win something such as cash, trips or goods

by luck or through extra efforts. Contests of talent and sweepstakes or

draws the most popular prize offering promotions.

Tie-in Promotions:

Tie-in promotions involve two or more brands or companies that team up

on coupons, refunds or contests to increase their pulling powers.

Cross Promotions:

Cross promotions involve using one brand to advertise non-competing

brand.

Advertising Specialties:These are useful articles imprinted with an advertisers name, given as

gifts to consumers.

Patronage Rewards:They are cash or other awards for the regular use of companys Service

or services. They are values (in cash otherwise) that are proportional to

ones patronage of a certain vendor or a group of vendors. They aim at

building brand loyalty.

PoP Promotions:

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Point of purchase (PoP) includes displays and demonstrations that take

place at the point of purchase or sale.

Trade Promotion Tools

More money is spent by companies on trade promotion (58%) than on

consumer promotions (42%). The major trade promotion tools are as follows;

Discounts:

It is also known as price-off or off-invoice or off-list. Discounts price cut

off the list price on a particular quantity purchased during a stated time.

Allowances:They are the amount offered in return for an agreement by the retailer to

feature the manufacturers Service in some way; displays, advertising or

otherwise.

Free Goods:Free goods are the extra merchandise offered to middlemen who buy a

specific amount of a product.

Companies also offer push money and specialty advertising items to the

middlemen.

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Business Promotion Tools

Companies spend huge amount on promotions focused on industrial

consumers. The major business promotion tools are as follows;

Trade Shows and Conventions.

Sales Contests.

Clearly, sales promotions play an important role in the total promotion mix. To

use it well, the marketer must define the sales promotion objectives, select

the best tools, design the sales promotion program, pretest and implement

the program and evaluate its results.

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CHAPTER - 2

REASEARCH DESIGN

Title of the Study

The title of the study is A STUDY ON SALES PROMOTION OF

ALUMINUM SERVICES AT Alcircle Pvt. Ltd..

Statement of the Problem

The project is mainly undertaken to study the sales promotional

strategies at Alcircle Pvt. Ltd.. The intention of the study is to find what

attributes needs further improvement in order to make the product

more preferable in the market.

The main aim of the study is to uncover new relationship and identify any

problem that may arise in future. Hence, exploratory research is been

conducted. Exploratory research as its name implies endeavors of exploring

the possibility of doing research on a subject where due to lack of existing

knowledge framing and testing the hypotheses is difficult. In todays crowed

marketplace where Service and services are touting themselves to be the

best, it is vital to stand out in the crowd. The study was undertaken to explore

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how a company or brand can ensure a store that stands out and not get lost

in the crowd.

Objectives of the Study

1. To study the various promotional strategy adopted by Alcircle Pvt. Ltd..

2. To find out the footage of Alcircle Pvt. Ltd.. With respect to other players

in the market.

3. To observe and understand the practice followed by Alcircle Pvt. Ltd..

4. To find out the communication linkages and de-linkages in the

organization.

5. To study the activities of each and every department of the organization.

Scope of the Study

This project was undertaken for a specific period in Alcircle Pvt. Ltd. It is

an exercise that is well planned into the curriculum giving the researcher a

valuable opportunity to understand the working dynamics of the organization

and to experiment and exhibit the recently acquired management and

administration skills.

The prospect of the Aluminium sector in India seems positive. The Indian

Aluminium industry has awakened to interesting times! The last ten years

have seen changes in the shop windows of Aluminium retailers. Consumers

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today no longer look for mere practicality in Aluminium, instead, they look for

theme furnishing, i.e. lifestyle living. Realizing the tremendous market

potential and to make the most of it, the study was undertaken.

Limitations of the Study

Every study is bound by limitations and as such this is no exceptions.

1. Change is Constant rule of nature. Hence, the study undertaken may

not hold good for longer duration.

2. The study was conducted under the assumption that the information

given by the respondents is authentic.

3. The analysis and suggestion are given only with respect to marketing

aspects as technical suggestion with respect to the product could not

be given.

4. Confidential matters were not disclosed by the company.

5. There were time constraints.

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Methodology of the Study

A variety of methods of study have been adopted by the researcher to

fulfill the objectives of the study.

In order to have a better grasp of the study, the researcher chose

to become a keen observer, studying the various aspects of the

organization.

To have a broader perspective of the study, the researcher

attended the Lifestyle Exhibition at Palace Grounds wherein the

Service of Alcircle Pvt. Ltd.. were displayed.

In order to fund out the market realities, the researcher visited the

showrooms of certain companies having almost similar product

profile as that of Alcircle Pvt. Ltd..

With a view to understand the crunch of the matter and to find out

the ground realities, the researcher formed a schedule specifically

for the set of respondents. The researcher met the respondents

personally, interviewed them and made them to fill the

questionnaire.

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The researcher has done the research in the following manner;

a) Type of the research undertaken is analytical.

b) Technique used is random sampling.

c) Sample size taken is 30.

d) Sources of data used include both primary as well as secondary data.

e) Tool used for the research is questionnaire.

f) Plan of analysis are tables and graphs.

Data Collection Methods

In this study, the foremost data collection instrument used is the

questionnaire method. The questionnaire has been designed with both open

ended and closed ended questions. Apart from this, the research instrument

consists of primary and secondary data collected for the study.

Primary Data:

Here first hand information is obtained by distributing printed questionnaire

to the marketing executives of the company. Data was also obtained from the

observation and interview technique adopted by the researcher. Moreover,

information was disseminated by the departmental heads.

Secondary Data:

Here the information is obtained from the brochure of Alcircle, books,

websites, newsletter, journals, magazines, newspapers, etc.

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SOURCES OF DATA

Primary Data Secondary

Data

Questionnaire Newsletter

Observation JournalsInterviews Magazines

Visits to other Newspapers

Companies Information Books

Through Departmental heads Websites

Architectural services

Civil construction

Project co-ordination

False-ceiling

Networking

Electrical work.

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Some of of our companies are:

Unimark International

Jiwanram Sheoduttrai industries Pvt. ltd.

Unimark Metallurgical Pvt.Ltd.

Uniseven Engineering & infrastructure Pvt.Ltd.

Hidro-Uni water Solution Pvt.Ltd

Nrendra & Narendra (Engineers)Pvt.Ltd.

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HR ASPECTS

Though the company does not have a separate HR Department as it is in

the embryonic stage but the HR aspects are taken care of by Mr. Eugene

Joseph.

Leave Facility :

All employees are entitled to 12 days of casual leave and 2 days of

sick leave (monthly). In case of a long leave, say a week or more than

that, one needs to inform it before 10- 12 days. In case of emergency, a

prior intimation before 2 days is sufficient. One can also avail the facility of

working on holidays and taking leave on the week days.

Recruitment :

The Company spells out its requirements to the consultancies about

the suitable candidates. Usually, Mr. Eugene or Mr. Rajesh or Mr.

Yesudas takes the interview of the candidates.

Training :

A selectedcandidateis put on training for about 15 days. During

this period, he is not given individual project.

Job Rotation :

Job rotation is adopted by the company so that there is

development of multi-faceted skills to fill in vacancies and to cope with

increasing work load. Movement is effected in the same grade

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THE WHOLE PROCESS AT A GLANCE

Clients come to the showroom

Initial Measurement is given

Designers design the product

Quotation is made

Negotiation is made

Color combination is chosen by the customer

50% of the amount is given as advance by the customer

Signing of the estimation form

Both the company and client will keep a copy of it

Production drawing is made

Production department

Delivery and installation

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SWOT Analysis

Strength

Customized services

Reasonable price

Quality

Weakness

A new entrant in the market

Opportunity

Growth of Aluminium industry

seems positive

Huge potential

Threats

A lot many players are existing

in the market

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CHAPTER- 4

DATA ANALYSIS AND INTERPRETATION

Table No. 1

Table representing the sex of the marketing

executives

Sex No. of Respondents PercentageMale 6 20%

Female 24 80%

Total 30 100%

Analysis

80% ofthe respondents are male.

20% of the respondents are female.

Interpretation

Majority of the marketing executive are male.

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Graph 1

Sex of the Marketing Executives

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Table No. 2

Table representing the pricing of Service

Prices No. of Respondents Percentage

High Reasonable 16 54%Competitive 14 46%Low Total 30 100%

Analysis

54% of the respondents are of the opinion that the Service are

reasonable.

46% of the respondents are of the opinion that the prices of the

Service are competitive.

None of the respondents feel that the prices of the Service are

either high or low.

Interpretation

Majority of the respondents opine that the prices of the Service are

reasonable. The prices of the Service are reasonable though they are

competitive.

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Graph 2

Pricing of Service

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Table No. 3

Table representing the competitors strength

Strength No. of Respondents Percentage

Quality Brand Image 24 80Pricing Promotional Activities 6 20

Total 30 100

Analysis

80% of the respondents are of the opinion that the competitors

strength is brand image.

20% of the respondents opine that promotional activities are the

strength of the competitors.

None of the respondents feel that quality and pricing are the


Interpretation

Majority of the respondents opines that brand image is the


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Graph 4

The Competitors Strength

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Table No. 5

Table representing the quality of the Service of

Alcircle with respect to other competitors

Rating No. of Respondents Percentage

Good 17 57Very good 13 43

Fair Poor Total 30 100

Analysis

Majority of the respondents i.e. 57% are of the opinion that the

Service are of good quality with respect to other competitors.

43% of the respondents opine that the Service are of very good

quality with respect to the other competitors.

None of the respondents are of the opinion that the Service are of

fair or poor quality with respect to other competitors.

Interpretation

Majority of the respondents is of the opinion that the Service are of

good quality and is at par with other competitors having brand

names.

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Graph 5

Quality of the Service of Alcircle with respect to

other competitors

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Table No. 6

Table representing the merits of the Service of

Alcircle that differentiates it from others

Merits No. of Respondents Percentage

Reasonable price 10 33Quality 7 24Customized product 10 33Finishing 3 10Total 30 100

Analysis

33% of the respondents are of the opinion that reasonable pricing

and a customized product differentiates the Service of Alcircle from

that of others.

24% of the respondents are of the opinion that quality is the

differentiating factor.

10% of the respondents are of the opinion that finishing is the

differentiating factor.

Interpretation

Reasonable pricing and customized Service differentiates the

Service of Alcircle from that of others.

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In fact, all the merits such as reasonable pricing, customized

Service, quality and finishing contributes in differentiating the

Service from others.

Graph 7

Merits that differentiates the Service of Alcircle

Pvt. Ltd..

10

7

10

3

0

2

4

6

8

10

12

No. of Respondents

Reasonable price

Quality

Customized products

Finishing

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Table No. 8

Table representing the factors which play a

major role in demand generation

Factors Ratings

5 4 3 2 1

Price of the product 4 3 0 1 1

Awareness about theproduct

3 1 0 4 1

Delivery of the product

ordered

1 0 5 1 2

Presentation about theproduct

0 2 0 3 4

Design of the product 1 3 4 0 1

5 - Very important, 4 - Important, 3 - Makes little difference,

2 - Not important, 1 Does not make any difference.

Analysis

Price of the product gets the maximum of 5 rating.

Design of the product and the price of the product get the

maximum of 4 rating.

Delivery of the product ordered gets the maximum of 3 ratings.

Awareness about the product gets the maximum of 2 rating.

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Presentation about the product gets the maximum of 1 rating.

Interpretation

Price of the product plays a major role in the demand generation.

Design of the product plays an important role in demand

generation.

Delivery time of the product ordered can make a little difference in

demand generation.

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Graph 8

Factors playing a major role in demand

generation

4

3

0

1 1

3

1

0

5

1

2

0

2

0

3

4

0

3

4

0

1

0

1

2

3

4

5

6

1 2 3 4 5

Price of the product

Awareness about the product

Delivery of the product ordered

Presentation about the product

Design of the product

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Table No. 9

Table representing the promotion of the Service

of Alcircle Pvt. Ltd..

Promotions No. of Respondents PercentagePaper insertion 7 24Telemarketing 10 33Display stalls Participating inexhibition

10 33

Direct mail Presentations Showrooms 3 10Total 30 100

Analysis

24% of the respondents are of the opinion that paper insertions are

used as promotion of the product.

33% of the respondents opine that telemarketing is the means of

promotion of the Service.

33% of the respondents feel that participating in exhibition has

promoted the product.

10% of the respondents are of the opinion that showrooms are

used as promotion of the product.

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Interpretation

The company adopts a variety of promotional methods such as

paper insertion, telemarketing, display stalls, participating in

exhibition, direct mail, presentations and showrooms.

Graph 9

Methods of promoting the Service

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Table No. 10

Table representing the discount if given on

repeat purchase

Discounts Given No. of Respondents PercentageYes 27 90No 3 10Total 30 100

Analysis

90% of the respondents are of the opinion that the discount is

given on repeat purchase.

10% of the respondents are of the opinion that discounts are not


Interpretation

Majority of the respondents is of the opinion that discounts are


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Graph 10

Discounts given on repeat purchase

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Table No. 11

Table representing the percentage of discounts

given on repeat purchase

Percentage ofDiscount

No. of Respondent Percentage

2 5% 20 666 10% 5 1711 15% 16 20% None 5 17Total 30 100

Analysis

66% of the respondents are of the opinion that 2-5% discount is


17% of the respondents opine that 6-10% of discount is given on

repeat purchase.

17% of the respondents are of the opinion that no discount is


Interpretation

Majority of the respondents are of the opinion that 2-5% discount is


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The company does not adhere to any stringent norm while giving

discount on repeat purchase as there is difference of opinion

among the respondents.

Graph 11

Percentage of discount given on repeat

purchase

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Table No. 13

Table representing the target consumers

Target No. of Respondents Percentage

Upper class 27 90Middle class 3 10Lower class Total 30 100%

Analysis

90% the target customers are from upper class.

10% of the target customers are from middle class.

Interpretation

The target consumers are the upper class and the middle class.

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Graph 13

The target consumers

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Table No. 14

Table representing the kind of incentives

received by the employee

Kind of incentives No. of Respondents Percentage

Commission Schemes Free gifts Recognition 17 57Nothing at present 13 43Total 30 100

Analysis

100% of the respondents are of the opinion that no incentives are

given at present.

Interpretation

No incentives are given to the marketing personnel at present.

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Graph 14

Kind of incentives received by the marketingpersonnel

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CHAPTER 5

SUMMARY OF FINDINGS AND CONCLISION

A Summary of Findings:

The finding can be grouped together into two broad categories such as;

Specific Findings:

This is pertaining to the objectives of the study.

General Findings:

This is with regard to the market dynamics and visits made by the

researcher to companies having almost similar Service profile.

Specific Findings:

1. The company adopts a variety of promotional methods such as paper

insertion, telemarketing, display stalls, participating in exhibitions,direct mail, presentations and showrooms.

2. Though brand names like Hindalco and Jindal steel came into the

picture but the fact reveals that there is no dominant player in the

market. So every player is vying with each other to capture a larger

pie in the markets.

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3. Transparency is maintained at the levels of the organization.

4. The activities carried out by each and every department of the

organization is systematic.

General Findings:

1. Foreign companies can invest up to 100% in most of the

manufacturing industries in India, including Aluminium.

2. With the vast array of modular option available in market, the

consumer isnt really strapped for choice.

3. Italian manufacturers have now entered the Indian markets. Moreover,

Aluminium made from Hindalco and nalco which is available in the rich

in india is flooded in the Indian market. In a nutshell, this means to say

that the competition is very intense.

4. Many branded companies outsource the Service because of which the

delivery time of the product ordered is stretched. In this respect,

Alcircle has an added advantage.

5. With respect to the foil, Alcircle offers a wide range of colors. This

gives it an edge over the others.

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6. Quality never comes cheap. This is true but at the same time, it is

also true that quality can come at a reasonable price. With regard to

the quality, Service of Alcircle are at par with the other players having

brand names and at the same time the Service are reasonable priced.

7. With regard to Aluminum product, most of the companies have

standardized Service but the Service of Alcircle are customized. This

can be rightly marked as the strength of the company.

8. Majority of the marketing executives are male.

9. The prices of the Service are reasonable though they are competitive.

10. The Service are of good quality and are at par with other competitors

having brand names.

11. Modular kitchens are sold more per month. So, this area needs

greater focus.

12. Reasonable pricing, customized Service, quality and finishing

contributes in differentiating the Service of the organization from that of

the others.

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13. Apart from price of the product, design and delivery time of the

product ordered play a crucial role in triggering out demand generation

of the product.

14. Discount is given on repeat purchase.

15. The company does not adhere to stringent norm while giving discount

on repeat purchase.

16. The target consumers are the elite and upper middle class.

17. No incentives are given by the company to its marketing personnel at

present.

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CONCLUSION

No man has the right to dictate what other men should perceive, create or

produce, but all should be encouraged to reveal themselves, their

perceptions and emotions and builds confidence in their creative spirit!

This inspiring thought of Ansell Adams is well appreciated by new style

marketing organizations which understand that boxes and lines structures

cant drive value in fast moving environments. No doubt, Alcircle Pvt. Ltd.. is

one of them because they believe in teamwork. Today, the need of the Indian

consumer evolves beyond roti, kapada aur makaan. The game in the new-

breed Aluminium industry is no longer furnishing. It is about Aluminum

product dressing. To capture opportunities continually, the company must

have a continual flow of ideas. Transforming a pipeline full of ideas into a

value generating portfolio of Service and services is hard. Herein, lays the

importance of co-ordination.

A Aluminum product is not just a living space but ones statement of

individuality to the world. Big or small, its all about adding own touch to ones

Aluminum product to make it unique a perfect blend of form and function.

With the ever increasing number of house-hold items, a highly dynamic and

always on the move job profiles, it is crucial for people to employ efficient

storage spaces that are affordable to purchase. The modular kitchen of today

is the epitome of functionality and multi-purpose aspects. With the rise in

income and the infiltration of western luxury goods have created a cultural

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shift towards materialism and consumerism. Alcircle with its unique strength

provides customer solution that offers the perfect balance of quality and

economy.

In todays crowded market place, where Service and services are touting

themselves to be the best, it is vital to stand out in the crowd. From the

various channels of advertising, point of sale displays and how the

employees are relating to the customers. It is important for Alcircle Pvt. Ltd..

to establish and reinforce an unmistakable brand and corporate identity in all

channels of fickle minded consumers. Herein, lays the importance of the

Japanese proverb which says Thinking without action is a daydream and

action without thinking is a nightmare.

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CHAPTER 6

RECOMMENDATIONS AND SUGGESTIONS

This chapter lists the various recommendations and suggestions with

respect to the findings and in congruence with the objectives of the study.

Recommendations:

1. Its overwhelming to find out that the organization works in a

systematic manner. A blend of co-ordination will definitely enhance the

performance of the company.

2. Quality clubbed with reasonable pricing and quick delivery made the

product of the company stand apart. The marketing campaign should

focus on this aspect and made according to its line.

3. The strength of the company is its customized Service. This very fact

must be highlighted in the marketing campaign.

4. As the Service are reasonably priced, the ambit of the target

consumers should be stretched so that middle class consumers also fit

into it.

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5. The company must stick to a norm while giving discounts on repeat

purchase. This will certainly help in sales promotion in order to create

repeat purchase.

6. In order to have a rapid market access, the company can include

dealers, if not retailers at the moment.

7. The company should focus the marketing strategies on Modular

kitchens in the Aluminum product furnishing arena as it is moving in

the market rapidly.

8. The company can introduce some reward schemes so that a person is

benefited after the fulfillment and over achievement of the target. This

is predominantly done to motivate the sales force and enhance theirperformance.

9. Other than emphasis on design, craftsmanship and product quality, the

companys unique strength also lies in its capability as a fully

integrated Aluminium manufacturer. This fact should be highlighted

during the advertisement campaigns.

10.The need of the hour is aggressive marketing.

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Suggestions:

1. Everyone is aware of the growth in wealth and change in lifestyle

among Bangalores novae riche. So the marketing campaign should

be designed to woo the customers.

2. The company should explore all possible ways in order to aggressively

sell its Service. So, the company can register itself in Aluminium.co.in

as it is Indias biggest online B2B plan with largest virtual Aluminiumdirectory.

3. The construction industry is in boom. In order to tap the potential

market, the Company can advertise in a magazine named Builders

Grid. This will help in showcasing the Service of the magazine. This

can add an extra spice to sales.

4. In todays crowed market place in order to increase the size of the pie,

the Company can adopt innovative promotional strategies. One of

them can be suggested as Dream House road shows. It will help in

creating and reinforcing the Companys identity in the minds of the

consumer.

5. In order to be extra ordinary, the Company has to walk the extra mile.

A method named Experimental Marketing can be adopted by the

Company wherein the prospective consumers can be invited to visit

the showroom and touch and feel the Service.

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6. Since the competition is intense, so there should be some value

addition so as to make the Company stand apart in the market. One

such way is to improvise the customer service.

7. Consumer is the king in the market. This fact should be deeply rooted

in the minds of the employees. The Company can adopt some ways to

listen to the customers feedback which should be noted in writing so

that it will help in continual improvement and make the company to be

in the right track always. Moreover, a sense of involvement will be felt

by the customers whish can give the company a cutting edge.

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APPENDICES AND ANNEXURES

A copy of the questionnaire, some eye sizzlers showcasing the Service of

the company and paper insertion are enclosed herewith.

QUESTIONNAIRE

1) Name:

2) Address:

3) Designation:

4) Sex:

a) Male

b) Female

5) Type of Service dealing with

a) Aluminum product furnishing

b) Office furnishing

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6) How are you priced?

a) High

b) Reasonable

c) Competitive

d) Low

7) Who is your major competitor?

8) What is your competitors strength? / What makes you ahead of

him?

a) Quality

b) Brand image

c) Pricingd) Promotional activities

9) With respect to other competitors how do you rate yourself in

terms of quality?

a) Good

b) Very good

c) Fair

d) Poor

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10)Which Service are sold more per week/per month?

11)What specific merits do you think will differentiate your Service

from others?

a) Reasonable price

b) Quality

c) Customized Service

d) Finishing

12)How important do you feel that the following factors play a major

role in demand generation on a scale of 1-5?

a) Price of the productb) Awareness about the product

c) Delivery time of the product ordered

d) Presentation of the product

e) Design of the product

5- Very important

4- Important

3- Makes little differences

2- Not important

1- Does not make any difference

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13)How do you promote your Service?

a) Paper insertion

b) Telemarketing

c) Display stalls

d) Participating in Exhibition

e) Direct mail

f) Presentations

g) Showrooms

h) All of the above

14)A) Do you give any discount on repeat purchase?

a) Yes

b) No

B) If yes how much discount do you give?a) 2-5%

b) 6-10%

c) 11-15%

d) 16-20%

e) None

15)How are you marketing your Service?

a) Direct marketing

b) Retailers

c) Dealers

d) All the above

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16)Who are your target consumers?

a) Elite class and upper middle class

b) Middle class

c) Lower middle class

d) Corporate

17)What kind of incentives are you getting?

a) Commission

b) Schemes

c) Free gifts

d) Recognition

e) Nothing at present

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THANK YOU!

BIBLIOGRAPHY

The Bibliography of the study proudly present to you the books

referred.

They are:

Sl. No. Name of theAuthor

Title of theBook

Name of thePublisher

Edition ofthe Book/Year of

Publication

1 GeoffreyLancasterand David

Jobber

Selling andSales

Management

MacmillonIndia Ltd

Third edition/1997

2 Charles M.Futrell

Fundamentals of Selling

McGrow Hill Ninth edition/2004

3 S.A.Sherlekar

MarketingManagement

HimalayaPublishing

House

Thirteenthedition/2005

4 Philip Kotler and Gary

Armstorng

Principle ofMarketing

Prentice HallIndia

Eleventhedition/2005

5 P.N. Reddy,

P.C. Tripathiand

Appannaih

Essentials of

Management

Himalaya

PublishingHouse

Tenth edition/

2000

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Reference Made:

1. Aluminium Economics, July 2012 issue. It is a quarterly

newsletter.

2. Aluminium Today, the weekly business newspaper of the

Aluminium industry.

3. An article of Experiential Marketing on Economic Times dated11th September, 2011.

4. Journal on Emotional Marketing published by ICFAI University

Press, September 2011 issue.

Websites Referred:

1. www.alcircle.com

2. www.indianfoline.com

3. www.queszel.com

4. www.instakitchen.com

5. www.attitude.in
http://www.alcircle.com/http://www.indianfoline.com/http://www.queszel.com/http://www.instakitchen.com/http://www.attitude.in/http://www.alcircle.com/http://www.indianfoline.com/http://www.queszel.com/http://www.instakitchen.com/http://www.attitude.in/

Alcircle Sales Promotion

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