Internship Report on

A study on “Marketing strategies and customer satisfaction of fire

and security systems in hotels, malls and hospitals in Ceasefire

Company.”

BY NEHA SINGH

1NZ14MBA02

Submitted to

VISVESVARAYA TECHNOLOGICAL UNIVERSITY,

BELGAUM

In partial fulfillment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Under the

guidance of INTERNAL GUIDE EXTERNAL GUIDE MRS. KEREENA ANAND Mr. Sagar Nawendu

Sr. Assistant Professor ( Territory Manager)

Department of MBA

NEW HORIZON COLLEGE OF ENGINEERING

OUTER RING ROAD, MARATHALLI

BANGALORE

2015 – 2016

ACKNOWLEDGEMENT

First of all, I thank the almighty God, the guiding light of my life, for giving me the strength and

courage to complete this project successfully.

I am extremely thankful to our beloved principal Dr. MANJUNATHA, Principal of NEW

HORIZON COLLEGE OF ENGINEERING for providing me the opportunity to conduct this

research project.

I also express my heartful gratitude to Dr. SHEELAN MISRA, Head of Department of

Management Studies for her encouragement and guidance.

I also express my deep appreciation to my guide PROF. KERENA ANAND (Department of

Management Studies, NHCE) for all her help, guidance and valuable suggestions. I am also

grateful to all other staff members of the MBA Department of NHCE for rendering their help of

immense encouragement.

I also like to take this opportunity to express my sincere words of gratitude and thanks to MR.

SAGAR NAWENDU (Territory Manager) and other staff members of Ceasefire Company for

their technical guidance and all other help in my project success.

Place: BANGALORE Student Name: NEHA SINGH

Date: 13th

April 2016 USN No. – 1NZ14MBA02

TABLE OF CONTENTS

SL. NO

CONTENTS

PAGE NO.

1

CHAPTER-1

Introduction to the project

2-10

2

CHAPTER-2

Industry and Company

profile

11-20

3

CHAPTER-3

Theoretical background of

the study

21-31

4

CHAPTER-4

Data Analysis and

Interpretation

32-62

5

CHAPTER-5

Summary of findings,

suggestions and conclusions

63-65

BIBLIOGRAPHY

66

ANNEXURE

67-70

LIST OF TABLES

TABLE NO. PARTICULARS PAGE NO.

4.1

Table showing the number of respondents who typically

use the product

32

4.2

Table showing whether the smoke detectors function

properly or not

34

4.3

Table showing are fire extinguishers inspected regularly

or not

36

4.4

Table showing the aspect of products and services the

consumers are most satisfied by

38

4.5

Table showing the comparison of products or services

offered by other companies as compared to Ceasefire

40

4.6

Table showing number of customers who have contacted

customer service

42

4.7

Table showing the no. of customers who have contacted

customer service and their complications has been

determined to their whole satisfaction

44

4.8

Table showing the number of customers who are likely to

buy the product again

46

4.9

Table showing the overall superiority of firm’s sales

organization facility

48

4.10

Table showing the aspect of product or service the

customers were most disappointed by

50

4.11

Table showing the customers response whether they will

recommend the product or service to colleagues or

contacts within society

52

4.12

Table showing the overall satisfaction of the customers

with the product or service

54

LIST OF CHARTS

CHART NO. PARTICULARS PAGE NO.

4.1

Chart showing the number of respondents who

typically use the product

33

4.2

Chart showing whether the smoke detectors function

properly or not

35

4.3

Chart showing are fire extinguishers inspected

regularly or not

37

4.4

Chart showing the aspect of products or services the

customers are most satisfied by

39

4.5

Chart showing the comparison of products and services

of other companies as compared to Ceasefire

41

4.6

Chart showing the number of customers who have

contacted customer service

43

4.7

Chart showing the no. of customers who have

contacted customer service and their complications

have been determined to their whole satisfaction

45

4.8

Chart showing the number of customers who will buy

the product again

47

4.9

Chart showing the overall superiority of firm’s sales

organization facility

49

4.10

Chart showing the aspect of product or service the

customers were most disappointed by

51

4.11

Chart showing the responses of customers whether they

will recommend the product or service to colleagues or

contacts within the society

53

4.12

Chart showing the overall satisfaction with the product

or service

55

1

EXECUTIVE SUMMARY

The organizational study has been conducted at Ceasefire Industries Limited, Malleshwaram,

Bangalore. The project work mainly aims at getting exposure to the real working

environment. This project report gives detail about the industry profile, company profile,

product profile, services offered by the company, areas of operation, infrastructure facilities,

competitors, vision, mission and quality policy.

The study helped me a lot to analyze the marketing strategies of company and the findings,

suggestions and conclusions might help the company a lot to enhance its business

performance.

The study was conducted in various hotels, malls, hospitals and restaurants of Bangalore and

the data has been collected through questionnaires and interviewing the customers.

SWOT analysis has also been done to identify the opportunities and threats of the company.

The study was done under the title of “A STUDY ON MARKETING STRATEGIES AND

CUSTOMER SATISFACTION OF FIRE AND SECURITY SYSTEMS FOR HOTELS,

MALLS AND HOSPITALS IN CEASEFIRE INDUSTRIES LIMITED” at Bangalore for the

period of twelve weeks with the help of structured questionnaire and is concerned with the

collection of data, data analysis and suitable inference is made on the basis of that. Research

Methodology gives the information on the type of research, the survey, the techniques and

procedures of collecting data, sample size, sampling tool and the limitations of the study.

The introduction part provides complete information about the statement of the problem,

objectives of the study and theoretical background of the study. The analysis and

interpretation provides information about the customer‟s response in the form of tables and

graphs. It is based on the assumption that the information was accurate collected by the

customers through the questionnaire. SPSS and Excel have been used for data analysis and

interpretation.

The findings and conclusions of the study are mentioned at the end keeping in mind the

objective of the study. The suggestions and recommendations based on the observations are

pointed out toundertake suitable action to implement anideal marketing strategy for better

enhancement of the company‟s products and services.

2

CHAPTER- 1

1.1 INTRODUCTION

Internships provide real practical experience of the world to those candidates who are

looking forward to discover and acquire the required understanding as well as skill-sets

needed to get engaged in a particular career field. Internships are relatively temporary in the

natural state with the primary focus on acquiring someone at the workplace training and

grabbing what is encountered in the session hall and making use of it to the real life. Interns

most often have a manager who permits specified duties to them and appraises the interns

over all their works.

Now days the business world is a customer driven. And the customer is treated as a King. So

for a good business, they have to maintain the relation with the customer for a longer duration

of time as it is a never ending process. So customer satisfaction is very important to keep the

customers in the business pocket.

On the other hand, the strategic marketing helps in the development of products and services

with the best opportunities for generating greater revenue. And thisis because the marketing

strategy starts with marketplace exploration taking into consideration the target audiences, the

competition in the market and the changes that might be there in the distance.

Learning is the never ending process in a person‟s life. He should learn something new every

time. Learning is the important aspect in a person‟s life. Knowledge is bigger than the ocean,

if we have knowledge and skills with us, we will get all capabilities. When we are exhausting

something to retain anything, it will never be misuse. Practical knowledge is very much

necessary for us at the same time. “Practice makes man perfect” is a very famous quote said

by someone. Through hypotheticalinformation we can getonly an idea about the concept or

the topic. But practical knowledge on the other side will provide deep understanding of the

concept by doing, experimenting and experiencing it. So, only theoretical knowledge is not

enough for us. Practical knowledge isalso essential then only we can understand the full idea.

Practical knowledge is very important along with the theoretical knowledge. By doing

internship only we can come to know what is corporate life and how we need to survive at

work place as per the required knowledge and skills.

The Internship provides a platform to boost required skills for the job:

3

An internship is an abstract to the real workplace, business, and it gives an opportunity for us

to know the functioning of the real corporate world. It means how the things would be and

how the things work at the workplace and all. Internship shows the significanceof the

business theory what we have studied in the classroom and it gives thebetter understanding

on the working standard of original business situation.

An internship gives us a great chance to develop our knowledge and skills. We can apply it in

the real world workplace whatever we have learned in the classroom. We will come to know

how to work with other people. It is an importantelement required for success atthe work

place. We can develop it during our internship period.

Internship maximizes the chance of getting great job:

As we have done our internship, we have idea about the working environment and will get

the ability to work with others. So no one will reject our extra skills and qualification. We can

easily adapt to the situation of working environment. Our working capability is greater than

thosestudents who didn‟t their internship. The candidates who finished their internship can

have a lot of self-confidence during the internship period, so that they can fight with the work

life challenging situations confidently and bravely. So corporate will provide more chance to

those students who have done their internship. As per the survey 75 % of companies are

searching for the candidates who have done their internship. So internship will provide us the

great job opportunities.

Internship provides us a great opportunity to change intern into full-time employment:

More than 15 % employers are interns as per the survey; the candidates are already adopted

with the environment that has finished their internship. They are familiar with the working

rules and regulation of the corporate. So the Management and employers both will have

interest to make the interns full-time employers. So they can providethebest result than the

other candidate.

Internship provides a good chance to associate with the professionals:

During an internship we will get an opportunity to reveal professional relationships within the

corporate or outside the corporate.

4

Internship will help us to choose reasonable career path:

We can gain theexperience of the working environment during the internship. We can

examine ourselves which will provide satisfaction and growth in our career. We can take

another professional suggestions or recommendations if not.

1.2TOPIC CHOSEN FOR THE STUDY

Marketing strategies and customer satisfaction of fire and security systems for hotels, malls

and hospitals in Ceasefire Industries Limited, Bangalore.

1.3STATEMENT OF THE PROBLEM

Ceasefire Company is a number one prominent company in fire extinguisher. From the last

fifteen years the company is providing services in the market. The company provides a basket

of products to the clients.The company is providing various types of fire extinguishers which

work for different types of fire by taking the help of research and development. But still,

there is a need to understand the strategies of the marketing channel and the sources of

information for the clients. The resolution of clientsatisfactionstudy is to measure satisfaction

level of customers with the service quality of a company and to identifyshortfalls.

1.4OBJECTIVES OF THE STUDY

To explore the company‟s target audience of their products and services.

To study the marketing strategies of fire and security systems.

To know about the company‟s sales and distribution of the products.

To measure the present demand of company‟s product in the prevailing products.

To rate the customer satisfaction level of fire and security system for homes.

5

1.5 NEED OF THE STUDY

The need of the study is to build a brand image and loyalty of the customers, to keep

customers informing about the Ceasefire products and services. The study focuses to increase

positive word of mouth communication, to recall the existing customers in the organization as

well as attaining new customers, to increase the customer repurchase intentions and

trustworthiness, to improve products and services that meet the desires of the target market,

to reach the target customers, enhance customer base and eventually increase lowest line and

to understand the needs and wants of the customers.

1.6 SCOPE OF THE STUDY

The study is conducted for two months in Ceasefire Industries Limited, Malleshwaram,

Bangalore. The scope of the study is to comprehend the customer behavior and

purchasingform of diverse products. This study also includes the brand awareness and

responsiveness level of Ceasefire products among the target customers and methods to

increase the brand remembrance on the top of the attention of the customers. The

coreobjective of the study is to comprehend the marketingtactics at Ceasefire Company to

make it extra effective and proficient and to provide satisfaction to the customers.

1.7 REVIEW OF LITERATURE

The definitions of marketing strategy by different authors are given below:-

Sudharsan (1995):- The marketing strategy formspaths to anticipatedforthcoming. The

productivityformulae a kind of marketing tool exploration and choice of marketing tool

decision is a marketing techniquesdeclaration.

Kotler (1997):- The combination ofchoice of target markets, the marketing blend along with

the marketing pays level is marketing strategy. ”The marketing tool is the means wherein the

marketing performsystematizes its own actions to achieve an efficient increase in sales at a

marketing blend scale”. It is referred to as a blueprint which is frequentlycomprehensive term

to accomplish the organization‟s desired targets.

6

Munuera and Rodriguez (1998):- Themethod of investigation thatact as if the information

of customer requirements and the projection of prospectivealternatives for company

andmarket players for the purpose of achieving modest value within the time framereasonable

as well as unbreakable.

McDonald (1999):- The term specific offering communicates that in what way the company

can most constructively spread over its abilities and means to the market place to the most

desirable of their perception and actual experience. This ispredictable massive in coverage.

These include the sources by which a firmsucceeds their marketing intentions and are

extensively engaged+with four Ps of marketing.

Jain (2000):- A Specific marketing promotion signifies considering at the overall of a

company‟s widerange of goods and facilities in the market and managing the group of clients

to accomplish the complete intentions of the organization.

Camara (1995) “System that signifies the widespread conceptsfor reaching accessing

motives related to the well-defined fundamentalcompany models and targeted markets

segments. It also contains the main instructions of the promoting expenses, marketing

activities, and resources distribution throughout the park. It possesses decisions like: -

segmentation techniques, positioning, and also interaction. The definition of marketing

strategies making reference to the marketing strategy: - it is one amongst the segments which

encompass the promotion plan and its major objective is generally to exhibit an action plan

that may be manipulated to reach out to the marketing strategy desired goals.

Peter Drucker(1973)“Strategic promoting and advertising is seen as a process consisting of

determining environmental, market competitive and business variables affecting the

organization and also their company units, analyzing market possibilities as well as threats

and forecasting upcoming fluctuations in business areas of concern for the organization and

engaging in setting up the targets and building up management and business unit strategies.

Deciding about the target market strategies for the product-markets in each business system,

strengthening marketing targets along with formulating, executing and managing the

marketing scheme laying down strategies in order to meet market objective needs”.

7

Hart &Stapleton (1977) “An impact in extremely broad phrase of the way the marketing and

advertising is to be achieved. Example, acquiring a competitive company through cost

savings, by product or service improvement and by extensive advertisements. The system

evolves into the fundamental of the marketing strategy".

Customer Satisfaction –Definitions

Satisfaction refers to getting the things the customers want. If satisfaction explainsasgoing in

the right path the firm should reduce complaint which by its own is not acceptable. The

company should improve its goods and services in order to satisfy customers‟ needs.

Customers get more satisfaction with fewer expectations. Companies would easily increase

customer satisfaction by adding innovative features to its products. In divergence, when

customers are notaware of improvements but critical unfavorable losses in existing quality

are less satisfied and assume more. The definition of customer satisfaction given by different

authors is given below:-

Satisfaction has been broadly defined by Vavra, T.G. (1997) as a satisfactory

post-purchase experience with a product or service given an existingpurchaseexpectation.

Howard and Shethhave defined satisfaction as “The buyer‟s balancedstate of being

satisfactorily or insufficientlydelighted for the sacrifices he has experienced”.

According to Westbrook and Reilly (1983) ,the definition of Customer satisfaction is “an

emotional response to the experiences provided by, accompanying with particular products or

services purchased from retail outlets or even right patterns of behavior such as spending

and customerperformance , as well as the whole market place.

Oliver (1981) put forward the definition as, “the summary psychological state resulting when

the emotion neighboring disconfirmed expectations is coupled with the consumers‟ previous

feelingsabout the consumption experience.”

8

The definition offered by Hunt(1977)put forward a definition as, “the summary

psychological state resulting when the emotion surrounding disconfirmed expectations is

coupled with the consumers‟ prior feelings about the consumption experience”.

Berry and Parasuraman (1991) define as, “the consumer‟s response to the evaluation of the

perceived discrepancy between prior expectations or some other custom of performance and

the actual performance of the product/service as perceived after its ingestion.”

Woodruff and Gardian (1996) defines customer satisfaction as “The individual‟s perception

of the performance of the product or service in relation to his or her expectations”.

According to Hung (1977), “Customer satisfaction is a kind of walking away from an

experience and evaluating it. One could have a pleasurable experience that caused

dissatisfaction because even though it was pleasurable, it wasn‟t as pleasurable as it was

supposed to be. So satisfaction or dissatisfaction is not an emotion, it is the evaluation of an

emotion”.

Ingrid (2004)inferred satisfaction as a feeling which results from a process of evaluating

what was received against that anticipated, the purchase decision itself and/or the fulfillment

of needs or want.

Anton (1996) gave a more current approach. Anton defined customer satisfaction as a state

of mind in which the customers‟ needs, wants and expectations throughout the product of

service life have been met or surpassed, resulting in future repurchase and trustworthiness.

9

1.8 DATA COLLECTION

Information is collected from the following sources:-

Primary data:

Questionnaire

Observation

Interviews

Secondary data:

Company website

Company brochures

Magazines

Newspapers

1.9 SAMPLE SIZE

The sample size is 30.The method of sampling used is Simple Random Sampling. The sample

has been collected from few hotels including restaurants such as McDonalds, KFCs, etc. and

few malls and hospitals.

1.10 AREA OF RESEARCH

The study is conducted for 2 months in Ceasefire Industries Limited,

Malleshwaram,Bangalore.

10

1.11 DATA ANALYSIS AND PRESENTATION

SPSS and Excel are used for data analysis. Data will be presented through charts and graphs.

Interpretation will be done in accordance with the analysis and suitable findings and

suggestions will be given.

1.12 LIMITATIONS OF THE STUDY

The possibility of the study is narrow as it is mainly concerned for the satisfaction of

theoretical purpose and company‟s prerequisite.

Customers may not be aware of the product.

Customer‟s responses might be biased.

Limitation of time to conduct an in-depth study.

11

CHAPTER- 2

2.1INDUSTRY PROFILE

Industry

Fire safety and security

Headquarters

Noida, Uttar Pradesh , India

Number of locations All over India

Products Fire extinguishers

Fire outfits

Fire Emigration solutions

Fire alarm solutions

Hydrant systems

Suppression systems

Security solutions

Smoke detector

Services Fire fighting training

Fire system

Upgradation

Refilling

Website www.ceasefire.in

When Ceasefire first launched its variety of internal fire extinguishers a few yearsbefore, no

one in India had heard of fire safety, considerablyfewer felt the requirement for it. The

Ceasefire extinguisher was lustrous, dominant and keen. But it was easy to use that was more

12

significant. A greatreflectivity, greateffect mass broadcastingmovementsustained the product

inauguration. A highly influential, highly reformed and helpfulpractice of direct selling

supported the distribution. There wasno presence of flourishing market before. They were

selling a forceful one million units plus in two years. Cease Fire has ranked as one of the top

10 marketing achievements of the era by the nation‟s leading business, together

withadvocates like Levers and Colgate.

The Ceasefire Company has an annual turnover of more than Rs.500 crores.

2.2 COMPANY PROFILE

Ceasefire Company is an Indian corporation headquartered in Noida near New Delhi, India.

The company compromises fire protection and security solutions across various segments and

industries by the brand name, “Ceasefire”.

Ceasefire Industries was founded in the year 2002 and is among the few early entrants in the

Indian fire safety market with its red colored cylindrical fire extinguishers but later expanded

its product line to furnish the further segmentsof fire safety and security verticals.

Ceasefire is the first company in India that has launched designer fire extinguishers for car

and home safety.

It provides 360 degree fire protection and security solutions to save lives of the people. Today

Ceasefire has a strong presence in more than 400 foremost cities and towns of India. The

manufacturing capability enhancements technology and systems on equivalence with the

world‟s premium, with a number of proprietary manufacturing and quality processes in place

that are exclusive to Ceasefire.

There are more than 250 employees whomanage the plantand in house Research &

Development competence.

Ceasefire‟s Projects Partition is probably the one of the best solution for fire safety and

security need. The Ceasefire division offers design support, engineering support and more,

aiding as a single, one-stop platform along with planning, installation and maintenance. The

Ceasefire Government and Institutional Sales Division (GISD) are efficiently run through a

dedicated team of sales and a of qualified team, well-trained Engineers, Technicians,

13

Designers and Project Managers. The Vertical provides 360 degree fire safety and endways

security keys to Government and Institutional groups in India.

The arms of over 300 products are completely furnished for solving any fire protection

solutions and security requirements. Ceasefire vertical has responsibilities well exceeding

sales. They guide and inform their clients on every phase of fire safety, conduct thorough

training carry out surveys for fire inspection to estimate each customer‟s requirements, mount

products in accordance with international rules and regulations and maintain all that

responsibly. Ceasefire offers complete protection against all the extortions of fire.

Ceasefire Companyformulates the fire protection and security solutions products in almost

every part India. The company has five divisions: Fire, Detection, Security, Home and

Projects. The fire division of Ceasefire deals with firefighting extinguishers, fire safety

training programs with audiovisual aids, live demos, collaborating programs, and knowledge

rewards for participants and fire escape products consisting of masks to help breathe, fire

resistant blankets, and gear and signage to guide safety and keep people safe by making way

to an exit. The detection division provides for smaller organizations the stand alone smoke

detectors, for medium organizations wireless smoke detection systems and wired smoke

detection systems with conventional and analogue addressable fire alarm systems for

manufacturing plants. The Firevac systems help in the evacuation process, and the network

and graphic systems help to determine which detector is sending out the alarm. The security

divisions of Ceasefire provides video door phones to monitor which person is entering single

and the multi- apartments units, the commercial buildings, basics and pro security systems to

protect homes against the fire attacks. It also offers CCTV systems such as cameras and

DVRs that permits the entry of approvedemployees only. The Home division of Ceasefire

offers landowners with fire extinguishers such as smoke detectors, designer extinguishers that

provide protection while merging with decoration and gas leak detectors that prefer the

smallestbit of air. The project division of Ceasefire helps to project a fire safety and security

plans for large scale projects which include malls, hotels, and hospitals with adequate

services fluctuating from defining the technologies required to maintaining the products

mounted. Ceasefire Industries Limited was unified in the year 2002 and is centered in Noida,

India.

14

2.3 PROMOTERS

The promoter of Ceasefire is Just dial. It helps in bridging the gap between the buyers and

sellers of Ceasefire by helping them to find the best provider of the products and services and

helping sellers to maintain the marketing channels by improving their efficiency.

2.4 VISION

The Ceasefire Industries Limited generally emphasis on being a single of the country's top

rated Fire Fighting Company through great service, usage of top quality firefighting products

and virtually all importantly ensuring the protection of the Human existence by providing

them complete security from fire.

2.5 MISSION

Cease Fire Company is a manufacturing company dedicated to defending life and property of

people from fire 24 *7 hours.

The company manufactures quality tested open fire suppression products. Their products and

systems are allocated through a network of concerned professionals who will be the front line

of the fire suppression sector. They are a top origin of continual improvement and innovation

in the market. The companysearch for strategic conglomerates to enhance experience and

expertise in order to better address theclient'snecessities.

They conduct business in accordance with ethical values. We strive to maintain a friendly,

fair, and creative environment that respects the ideas, hard work, self- worth and dignity of

every employee and customer.

The company conducts business in compliance with ethical values. All of them strive to

maintain a friendly, rational, and imaginative environment that esteems the ideas, hard work,

self- worth andpride of every employee and client.

15

2.6 QUALITY POLICY

A Quality ManagementScheme helps the businessto build up quantifiable quality objectives

to generate the best products in the marketplace. The product that complies completely with

the customers‟ requirements. Products that meet the three key phasesof the Quality Policy:

Quality, Customer Delight and Repetitive Development. Only after going through this

pathway, a product obtains the Ceasefire label. A labelthat ensures quality as well asprotects

lives.

2.7 PRODUCTS OF CEASEFIRE

The main products of Ceasefire are:-

Fire extinguishers

Fire outfits

Fire Departure solutions

Fire alarm solutions

Hydrant systems

Suppression systems

Smoke detectors

Control Panel

Cable less Smoke Diagnosis equipment

Wired Conventional & Addressable Alarm equipment

Escape Signage

Video DoorwayCellphones and Motion Sensing Devices

CCTV DVR

CCTV Cameras

CQRS Equipment

Water spray Hydrant Equipment

Water sprays CAFS (nine & fiftyliters).

Outer limitsDefense– Detectors

16

2.8 SERVICES

Ceasefire provides the following four types of services:-

Annual maintenance contract – Because there is no room for error in life and death

situation. Ceasefire‟s Exhaustive Ceasefire Care Productcontains of a group of trained

andexpert persons, who ensures thattheir very own lifesaving products are executing

optimally. The company does this through regular inspections and updates on entire the

devices. A report is sent to the customers four times a year sothat the customers can

recognize the status of their products. Overall, Ceasefire care unit sees that the client

equipment is ready to perform when he need it the utmost.

Up gradation-In Ceasefire, new developments in firefighting technology are taking place. A

Ceasefire extinguisher, not like any other off-the-shelf product is a life saving device. The

extinguisher body is co stored at high pressure with its content and has been under constant

strain. The inner tube, valves, rotors, nozzle and gauge have worn downcan lost efficiency.

The company can no longer offer a 100% guarantee that this equipment will do its job to high

standards evenafter 5 years. That means if a fire breaks out, the extinguisher could

underperform. Leaving vulnerable at just the time customer needs protection the most .So the

company recommend theup gradation of the product.

Training – It teaches everything about the fire and trains us how to fight with it. It is

primarily very important to understand thathow the fire grows and spreads and what are its

many forms to fight a fire successfully . The Operation Ceasefire Fire Safety Training

Program addresses all the possible lines of protection resistance to the threat of fire. The

systemconsist of seven key fire safety training segments and is depending on material

accumulated from several prominent industry authorities and their personal research over

years.

Refilling –Ceasefire provides the service of refilling the fire extinguishers when they are

empty or even partially used because it will be useless in any fire situation. A fire

extinguisher is a reflexive product that needs to be in a ready condition at each and every

point of time. Because a fire can unlikely happen at any point of time. When the fire

extinguisher has been used either partially or fully, the customer needs to go for an authorized

Ceasefire refill.

17

2.9 AREAS OF OPERATION

Ceasefire has a presence in over 300 cities and towns. It has almost 90 branches in India. The

some of the cities are as below:-

Noida

Bangalore

Delhi

Mumbai

Jaipur

Hyderabad

Varanasi

Lucknow

Kanpur

Jammu

Ahmedabad

Bhopal

Indore

Pune

Guwahati

Ceasefire also has foreign collaboration with maincorporationscrosswise the world to

maximize the equipment exploration and product advancement. Some of the corporations are

as below:-

BRK electronics in United States

Telesto in Poland

Visonic Limited in Israel

H2O Science in Denmark

Optex in Japan

Rifatron in Korea

Everlux in Portugal

Hochiki Europe(UK) Limited in UK

18

2.10 INFRASTRUCTURE FACILITIES

Ceasefire Company has developed condition of the art of production facility that helps all of

them in qualitative production of their advancedresolutions according to the technical details

with broad safety and accuracy. The refinedbusinessdivisionextendsover a massive area of

6000 square feet that empowersin the growth and development of the company‟s wide- range

of security products in a well-organizedway. Armedthroughentirely prerequisite tools and

machineries for building-up of fire alarm, fire defense, smoke detectors, fire outfits,

electronics security, investigation and computerization systems,

themanufacturingdivisionaids them to also carry out bulk shipments and deliver to their

customers as per the industrial standards without any depletion of time and resources. The

machines used are oiled and greased to ensure convenienceproduction process on daily basis.

Ceasefire has a well-developed high end infrastructure facility for manufacturing the fire

safety and security products with excellent quality and with updated machinery and

technology. The infrastructure has divided into various units like manufacturing units, quality

testing, warehousing, packaging, R&D facility, etc. It also facilitates the regular up gradation

of machines and technology to meet the modern industrializednecessities.

The actualexploitation of evolvingknow-hows in themanufacturingpractices has helped the

company to effectivelyimprove ahigh-class range of fire alarm, fire protection, electronics

security, and surveillance&mechanization systems.

2.11 COMPETITORS

Brilliant Engineering Works, Mumbai, Maharashtra

Falcon Safety Equipment Ltd., New Delhi

Safex Fire Services Ltd., Mumbai

Super safety services

Firechem fire safety devices private limited

Laser-tech fire protection

19

2.12 SWOT ANALYSIS

STRENGTH:-

The company has the presence all over India in more than 300 cities and towns.

The company provides more than 400 products to its customers to tackle with the fire

solution and security need.

It is among India‟s one of the top fire safety and security company.

Theonly companythat provides 360 degree solutions for fire safety and security all

over India.

The company has the tie-ups with foremostcorporationscrosswise the world to

enhance its product innovation and technology know-how.

The Ceasefire products are sold within every 61 seconds.

WEAKNESSES:-

Most of the employees are not trained properly as to how to use and handle the

products.

Lack of adequate financial resources.

The company has the shortages of critical staff.

The products prices are very expensive.

Most of the customers are not much aware about the Ceasefire products.

OPPORTUNITIES:-

Increase number of branches in a new geographical location.

Can be a great contributor to corporate social responsibility.

Maintaining good communication and developing trust among all the stakeholders

such as customers, dealers, employees and the press.

Network improvement among other fire departments.

Advancement through improved and upgraded technology.

20

THREATS:-

A large competitor can wipe away the market place by a small change.

Advancements in machinerymighttransform the market further than the ability to

adapt.

High priceproducts may also be considered as a threat.

2.13 FUTURE GROWTH AND PROSPECTS

To acquire more than 3000 new customers in a month by providing more innovative

products to the customers with superior quality.

To mark its presence in more than 300 cities and towns which is uncovered.

Collaboration of technology with more foreign partners likeHochiki and Visonic.

Manufacturing products by means of world‟s greatestcutting-edge technology

To be in the list of world‟s most firefighting company in the coming years.

21

CHAPTER – 3

THEORETICAL BACKGROUND OF THE STUDY

Meaning and Definition of Marketing Strategy

Marketing strategy is an approach that enables a company or organization to emphasis on

inadequate resources to further increase sales on the utmost opportunities and thereby

achievesustainable competitive advantages.

The marketing tool has to be made on the origin of the market studiesand emphasis on the

most suitable product blend in order to enhance profit and retain the business venture for an

extended time.

Marketing strategyhas the primary goal of maximizing gross sales and developing a cut-

throat competitive advantage. Marketing strategy encompasses all important, short-term, and

long-term activities on- site of marketing that deal with the analysis of the strategic initial

circumstances of a company and the formulation, evaluation and selection of market-oriented

strategies and therefore, enabling to achieve the targets and goals of the company and

fulfilling its marketing objectives.

It presents a road map to acquire higher results as compared to the competitors such as

greater sales, brand recognition all over the world , higher market penetration , greater

revenues etc.

A well – designed strategic plan-

Build consumer preference for the brand

Maximize sales and profits

Determines the tools that the company can use effectively and efficiently to face the

competition and achieve the market share.

For customers and partners improves the marketing message effectiveness

By focusing on the funds and assets on fascinating the preciseworkforces and capitalizing

only on the marketing advantages that contribute the whole marketing targets by saving

the company‟s time and monetary resources.

22

Differentiate the company from those of its rivalries by pinpointing the unique cut-throat

competitive advantage and the supportiveconstituents.

Understand the firm‟s long-term and short-term objectivesand goals into actualmarketing

procedures.

Marketing strategy is a plan to sell products or services in a way that delivers long-term

profitable growth. It is a brand‟s blueprint; it tells the brand where to go and the best way

to get there. Great brands utilize strategy to deliver products and services that will have

meaningful impact. Every brand decision emerges from the marketing strategy and

isexpressed atevery moment of truth.

A requisite to advance a successful Marketing Strategy is to conduct a Situation Analysis.

1. Study the competition - Assess the brand‟s relative strong point, faintness, chances, and

extortions alsocalled as a SWOT Analysis in marketing strategy. This will provide a space

where the brand could succeed and prosper.

2. Study the product or service category - Is the brand‟s product or service is relevant in

theexisting market? Have there been any important transformations in the category or to

consumer behavior?

3. Evaluate the brand’s performance - What has the company learned and achieved over

time? How has itanswered to marketplace problems?

4. Conduct market research–Assure connectedness of the strategy before the

substantiallifting of bringing it to market is performed.

23

TYPES OF MARKETING STRATEGY

1. Societal Marketing:

The planning, execution and regulator of programs to increase theappropriateness of a social

reason or exerciseamong the people is known as societal marketing e.g. No Smoking

campaign in Jaipur University, public relations campaign for molding vote.

2. Amplified Marketing:

It is called as offering additionalservices by way of innovative concepts offerings and

advantage to the clients to increase their level of satisfaction e.g. free home delivery service

from supermarkets.

3. Straight Marketing:

Marketing byseveral advertising media that inter–linkedstraightly with customers, mainly

working for the customers to make a straight reply, e.g. selling catalogue, brochures, mail-

orders, tele-communication, television shopping, etc.

4. Association Marketing:

Marketing through constructing, upholding and enhancing strong and long-term relationships

with the clients in order to gain theirfaithfulness e.g. a hotel or restaurant can maintain good

relationships with customers by sending them wishes and discount offers on their birthdays,

anniversaries or any other occasions.

5. Services Marketing:

It is relating the concepts, devices and techniques of marketing to services like insurance,

retailing, educational, banking, medical services etc.

6. IndividualMarketing:

Individual marketingcomprises ofactionscarry out to design, conserve or modify assertiveness

or performance towardsgeneral public like politicians, sports stars, celebrities, professionals

to substitute their businesses and incomes.

24

7. Business Marketing:

The eventscommenced to generate, preserve andtransform attitudesand behavior of target

customers headed for an organization is known as Business marketing.

8. Place Marketing:

The marketingthat comprisesof eventscommenced to design, develop ortransform

theviewpoint and behavior of customers towards particular region, for example, tourism

marketing.

9. Differential Marketing:

A marketingstrategy in which a firm determines to target divergent markets through different

strategies or proposals. For example, HUL provides divergent varieties and qualities soaps

and detergents for different market segments and customer base.

10. Synchronic marketing:

Balancing the variations in non- uniform demand for a product according to the seasons,

timings, occasions, etc. through valuable pricing, promotion and furtherencouragements e.g.

heavy off-season discount on summer wears might increase its demand to certainlevel.

11. Determined Marketing:

Marketing strategy in which the companyhighlightsonlyone or fewer market segments. An

organization that selects a concentration strategy chooses to target itsmarketingefforts on only

one and particular market segment. Consequently, only one marketing mix is expanded. For

example, the manufacturer of BMW cars has chosen to focus on the luxury segment of the

watch market.

25

12. De-marketing:

Online marketing strategy in which a company uses to reduce demand temporarily or

permanently not really to demolish demand nevertheless only to move that. For instance,

Super retail storesmight not exactly offer discounts in weekends and holidays to minimize

overcrowded-marketing generally relates to when an organization make downhearted its

clientsto acquire the product created by them.

Strategic marketing helps a firm to make sure that they select theright out-turn, goods or

facilities, to fetchnearly the outcomes that the customersdesire. Marketing is defined as the

process of management of ascertaining, forestalling and fulfilling customers‟ desires. The

organizationssatisfy the needsand wants within the limits of the organizations‟ mission and

objectives. The risk will lose the way if a company doesn‟t fulfill the needs of the customers.

Organizations canconverted so focused on the goods and services that they like

manufacturing or creating, that the company disremembers to examine whether

somebodyactually needs them and whether they are the appropriateapproach to satisfy the

customers‟ desires. Marketing is an approximate which allows us to put our customers‟

needs prior. By the term users it means the people that our organization survives to

benefit. These are sometimes also called as clients, customers or beneficiaries of the

company.

Marketing concepts can make the great impact that helps us to better meet the needs of

customers. The company might even want to concentrate on their servicesto find out what our

customers really want by segmenting our customers and conducting market research.

7 P's of marketing

Strategic marketing helps a firm to make sure that they select the accurate outputs that is

products and services to bring about the outcomes that the customersneed.

Marketing is the management process of identifying, anticipating and satisfying customers‟

needs. Charitable and the public organizationssatisfy needs within the limit of their

organization‟s vision, mission and objectives. Just the once the organization has developed

their marketing strategy, there is a seven Ps of marketing. It can be applied to

constantlyevaluate and re-evaluate the organization.

26

The following are the 7 Ps of marketing:-

Product

Place

Price

Promotion

When the people talk about marketing they mean the promotion of that specified product or

service. The organization can use the marketing mix as a checklist to decide about how the

present products and services meet customers' needs or to decide abouta innovative product

or service.

When the organization provides services it might also understand it is convenient to think

about:

People

Physical evidence

Processes

The majority of these seven P's of marketing can potentially include in the entire operations.

That means that marketing ideas should do the job into organization-wide time-frame

andimplementation in an organization. It is the best idea for someone to be held responsible

for how theorganization describes and fulfill thecustomers‟ needs and wants.

MEANING AND DEFINITION OF CUSTOMER SATISFACTION

The satisfaction level provided by the company‟s products and services as assessed by the

numerous of repeat customers is known as Customer Satisfaction.

Customer satisfaction is a term commonly used in marketing. It is really a determination of

how product or service supplied by a company meet or complete customer expectation.

Customer satisfaction is called as the number of customers or percentage of totality of

customers, who have experience with a company, its products and services beyondspecified

27

satisfaction or else targets. It has been found in a survey that customer satisfaction study is

very useful in dealing with and evaluating the businesses.

Customer satisfaction grades might have strongsound effects within the organization. The

organization emphasizes employees on the importance of fulfilling customers‟ demands. A

brand gains a positive word-of-mouth marketing when it has loyal customers that is together

free and highly productive.

Therefore, it is very important forbusiness organizations to successfullyestablish and regulate

customer satisfaction. To do this a firm requires lawful and demonstrative methods of

satisfaction.

For customer satisfaction survey companiesgenerallyquery customers ifthe company‟s

product and service has fulfilled the customers‟ expectations or gone away from expectations.

A customer expectation therefore is a key feature behind their satisfaction. When a customer

has enormous expectations but the reality originateslower than, the customers feel

disappointed and will likely rate their experience as less significant than satisfying. This is

the reason that a luxury watches such as Rolex might achievea lesser satisfaction level than a

modesteven if its overall services would be judged greater in positive terms.

Significance of Customer Satisfaction

Following are the sixreasons about the importance of customer satisfaction:-

1. Act as a leading measureof customers’ repurchases intentions and constancy:-

Customer satisfaction is one of the best ways to know howprobably a customer will make

purchase in the time in the future. Asking customers to rate their satisfaction level on a

particular scale is a best method to know if they will turn out to be repeat purchasers or not.

The customers might be considered as the satisfied when any one of them gives adequate

ratings and later the company can carefullytrust them to come back and make replicate

purchases. Customers who give the firm high rating are the potential customers of the firm. If

the score is below the expectationsit is a warning signal that a customer is not happy and is

almost to move out to that firm. There is a need to put the customers on a customer watch list

28

and observe them so that the company can conclude why their level of satisfaction is low.

The company has to find out how satisfaction delivers plenty of insights inside the customers.

Thus, customer satisfaction is considered to be one of the most important device to measure

customers repurchase intentions and customer constancy.

2. Act as a point of disparity:-

Customer satisfaction is considered as animportant differentiator in today‟s competitive

market world where the corporates strive for large number of clients than their

competitors.Industries that achievesuccession in this cut-throat competition are the ones that

make customer satisfaction an important constituent of their business strategy.

Imagine if the two firms offer exactly the same product, then the customers will choose or

select the product based on the product recommendation or superior experience of the

customers. Firms who offer amazing customer experiences build up surroundings where

satisfaction level is high and customer advocates are more. Customer satisfaction mayas well

act as a point of differentiation for new customers and the existing customers.

3. It reduces customer switch:-

Customer satisfaction is the benchmark which the company can utilize to minimize

clientshift. The company can enforce innovative strategies in practice to maximize the

overall quality of the customer support by assessing and tracking customer support that the

firm is offering.

4. It enhances customer lifespan expectancy:-

A study found that a „fullyhappy customers‟ generate 2.5 times of higher profits than a

„somewhat happy customer‟. At the same time, a „fully happy customers‟ contribute 14 times

greaterprofits than a „somewhat unhappy customers‟.

Satisfaction plays a significant role in identifying out how much profit a customer contributes

for the company.

29

The profitable organizations comprehend the importance of customer lifespan expectancy. If

the company maximizes the most of the customer lifespan expectancy it improves the

earnings on the marketing currency.

Customer lifespan expectancy is an inheritor of higher customer satisfaction level andalso

better customer retention.

5. It reduces destructive word of mouth communication:-

It had been originated by McKinsey that the customers who are not happy say between 10-15

people about their past experience of the product or service. In fact, 13% of unhappy

customers say around 20 persons about their past experience.

Customer satisfaction is tightly linked to profits and repeat purchases. Whatever got forgotten

is how the customer satisfaction adversely affects the business. It is one thing to misplace a

customer since they were not satisfied with the particular product. It is one of different point

completely to lose 20 customers due to of few negative word of mouth communications.

For preventing negative word of mouth communication the company needs to assess

customer satisfaction oncontinuing basis. The company can identify whether the customers

are actuallyhappy or not with the product or service by finding changes in satisfaction level .

6. It is inexpensive to get back the existing customers than acquire new ones:-

It costs several times greater to obtain new customers in the company than it takes to retain

the existing customers.

The company needs to spend huge money to retain the customers again. The company and its

marketing groupenlarge thousands of dollars getting the attention of viewpoints, nurturing

them into leads and transformingthem into sales.

Importance of Customer Satisfaction Survey

Strengthen AffirmativeMethods

Customer satisfaction studies requirescustomers issues about different zones addingcustomer

support, employees knowledge and understanding andeffectiveness and the policies,

30

guidelines and processes of the business. Querying the clients about the recent returns may

demonstrate the company that the clients are pleased with the company‟s policy and will have

repeat purchase in future because the company has back up with its products. The company

can approve return policy on its website and in advertisements or campaign as per the result.

As well as knowing from the customers how they heard about the company can tell whether

the marketing strategies are executing well as it is anticipated or not.

Know Where to Enhance

There are particular business vendors who exercise customer satisfaction commentsonce they

have experienced a decrease in gross sales magnitude. Once the sponsors have passed it may

be quite delay to recover those to the organization. So the company should survey its

customers whenever business is great. The firm should ask about theproduct prices as

compared to its competitors. If the firm receives immense responses that the company is

much more expensive, it will have a possibility to balance pricing or manufacturing processes

to be competitive. If the company charges high price just because itpossesses a good quality

product, it should assign that detail in itsadvertising campaigns. Studiescommunicate a

distinctunsatisfactoryaspectsuch as impoliteemployees, delay indistribution and a web-site

that is difficult to plan and construct. The company should make modifications before its

reputation goes company as it will reducethe destructive impact on the organization.

Obtain New Ideas

The company must acquire information about the upcoming expectations of its customers and

the guidelines to shiftwith the products and services it offers. To discover what clients most

expect from the company, the company has to add listed of selected items to the study. For

instance, if the company believesmaking available innovative products and services or

modifying its attributes of already existing range, give its customers few alternatives and

query the one which they need most likely to spend for. Consecutively when the company

study allows creating statements, its question can be open-ended to allow customers to add

any kind of linked products and services that is a primary concern to them. Instead of striving

to anticipate the upcoming needs of the customers, offering innovative products that are in

demand based on the studymight be more successful.

31

Gather Product or Services Data

Until the manufacturer discovered it on its organization overview web services, it may not

know its customers‟ dissatisfaction with the company‟s products or services. A huge number

of product returns may denote bad qualityand the firm might not recognize that it is really

losing sales due to obstructive details dispersed about the products in case the clients don‟t

put down why they do not intend to buy the products. A portion of the customer support

study should be dedicated to the certain level of satisfaction with the company‟s products and

services. Reinforcing in such aspacereally need a firm to manipulate its organization process

and the sort of facts and important information the firm provide about time period or

predicted dates in case the firm interprets customers are disappointed with the decline.

Customer Retention

If the customers know that the firm cares enough to question what they like and do not like

about it, the firm may have repeat sales. Paying attention to the customer‟s responses

indicates them that the firm is more than just an earnings stream. And if the company

receives reliable complaints from familiar customers, contact them to ask forgiveness,

provide compensation and explain alterations initiated as anoutcome. The firm may be able to

get back its business as it has well informed about the condition through the customer survey.

Customer satisfaction plays a very significant characterinsideevery business unit. It is not

onlythe foremost indicator to evaluateclienttrustworthiness , identify theclients who are

dissatisfied with the product, reduce customer switches and maximize earnings but it also acts

as a key element of distinction that helps the company to attract and acquire new customers in

this competitive business world

32

CHAPTER- 4

Analysis and Interpretation of the data collected with relevant tables and

graphs.

Table:4.1 Table showing the number of respondents who typically use the product.

SL. NO.

OPINION

RESPONDENTS

PERCENTAGE

1)

Once in a year

15

50%

2)

2-3 times a year or

less often

5

16.66%

3)

Once in two years

10

33.34%

TOTAL

30

100%

Sources: Questionnaire

Analysis

The above table shows that 50% of respondents use the product once in a year, 16.66% once

in two years and 33.34 % use the product two to three times a year or less often.

33

Chart: 4.1: Chart Showing the number of respondents who typically use the product.

Source: Questionnaire

Interpretation

From the above graph it can be interpreted that fire safety and security is a need for all

thepeople. So most of the respondents prefer to use the fire extinguishers product once in a

year.

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

1.Once in a year 2.two to three times ayear or less often

3.once in two years

50%

16.66%

33.34%

RESPONDENTS

34

Table: 4.2 Table showing whether the smoke detectors function properly or not.

Sources: Questionnaire

Analysis:

From the above table we can understand that80% of the respondents stated that the smoke

detectors function properly and the remaining 20% had few minor problems with the product.

SL.NO.

OPINION

RESPONDENTS

PERCENTAGE

1)

Yes 24 80%

2)

No 6 20%

TOTAL 30 100%

35

Chart 4.2: Chart showing whether the smoke detectors function properly or not.

Source: Questionnaire

Interpretation:

Since, the majority of respondents have given feedback that the smoke detectors purchased

from Ceasefire are working properly as per the expectations. So it can be interpreted that the

quality of Smoke Detectors at Ceasefire are up to the level.

80%

20%

RESPONDENTS

Yes

No

36

Table 4.3: Table showing are fire extinguishers inspected regularly or not.

SL.NO.

OPINION

RESPONDENTS

PERCENTAGE

1)

Yes

27

90%

2)

No

3

10%

TOTAL

30

100%

Sources: Questionnaire

Analysis:

In the above table, 90% of the respondents have stated that the fire extinguishers are

inspected regularly and the remaining 10% are not inspected regularly.

37

Chart 4.3 Chart showing are fire extinguishers inspected regularly or not.

Source: Questionnaire

Interpretation:

Since the majority of respondents have given feedback that the fire extinguishers purchased

from Ceasefire are inspected regularly. So we can interpret that the Ceasefire is providing

better services to its customers.

90%

0% 10%

RESPONDENTS

Yes

No

38

Table 4.4: Table showing the aspect the products or services the consumers are most

satisfied by.

SL. NO.

OPINION

RESPONDENTS

PERCENTAGE

1)

Quality

12

40%

2)

Price

2

6.67%

3)

Performance

3

10%

4)

Customer service

5

16.67%

5)

Timeliness

3

10%

6)

All of the above

5

16.67%

TOTAL

30

100%

Sources: Questionnaire

Analysis:

From the above table 40% of respondents were satisfied with the product quality, 6.67%

with the price, 10% with the performance, and 16.67% with the customer service 10% with

timeliness and 16.66% with all of the above.

39

Chart 4.4: Chart showing the aspect of products or services the customers are most

satisfied by.

Source: Questionnaire

Interpretation:

From the above chart, it can be interpreted that the quality of Ceasefire product is better as

compared to its price and timeliness. So we can say that many of the respondents aresatisfied

with the quality of the Ceasefire goods as compared to its price, performance, customer

service and timeliness.

0%

5%

10%

15%

20%

25%

30%

35%

40%

Quality Price Performance Customerservice

Timeliness All of theabove

40%

6.67%

10%

16.67%

10%

16.67%

RESPONDENTS

40

Table 4.5: Table showing the comparison of products or services offered by other

companies as compared to Ceasefire Company.

SL. NO.

OPINION

RESPONDENTS

PERCENTAGE

1)

Much Better

18

60%

2)

Somewhat better

6

20%

3)

Neutral

2

6.66%

4)

Much better

0

0%

5)

Don‟t know

4

13.34%

TOTAL

30

100%

Sources: Questionnaire

Analysis:

The above table shows that 60% of the respondents feel the Ceasefire products much better as

compared to other companies, 20% feel somewhat better, 6.66% feel about the same, and

about 13.34% don‟t have any knowledge.

41

Chart 4.5: Chart showing the comparison of products and services of other companies

as compared to Ceasefire Company.

Source: Questionnaire

Interpretation:

Since the services provided by the Ceasefire are up to the level of customer satisfaction. So

we can interpret that the majority of customers feel much better about the services provided

by the Ceasefire as compared to other companies.

0%

10%

20%

30%

40%

50%

60%

Much better Somewhatbetter

Neutral Much worse Don’t know

60%

20%

6.66%

0%

13.34%

RESPONDENTS

42

Table 4.6: Table showing number of customers who have contacted customer service?

SL. NO.

OPINION

RESPONDENTS

PERCENTAGE

1)

Yes

26

86.67%

2)

No

4

13.33%

TOTAL

30

100%

Sources: Questionnaire

Analysis:

The above table shows that about 86.67% of the respondents have contactedcustomer service

and the remaining 13.33% of respondents have never.

43

Chart4.6: Chart showing the number of customers who have contacted customer

service.

Source: Questionnaire

Interpretation:

From the above graph we can interpret that the services provided by the Ceasefire is up to the

level and according to the customers‟ expectations. So the majority of customers has

contacted customer service and is satisfied with the same.

86.67%

13.33%

RESPONDENTS

Yes

No

44

Table 4.7: Table showing the no. of customers who have contacted customer service and

their complications has been determined to their whole satisfaction.

SL. NO.

OPINION

RESPONDENTS

PERCENTAGE

1)

By the company

22

73.33%

2)

Someone outside the

company

5

16.67%

3)

Problem was not

resolved

3

10%

TOTAL

30

100%

Sources: Questionnaire

Analysis:

The above table shows that 73.33% of the customers‟ problems have been resolved by the

company, 16.67% of the customers have resolved their problems outside the company and

the remaining 10% of the customers‟ problems has not been resolved.

45

Chart: 4.7 Chart showing the no. of customers who have contacted customer service

and their complications have been determined to their whole satisfaction.

Source: Questionnaire

Interpretation:

Since the services are provided by the Ceasefire Company but still most of the customers

prefer to go outside the company for customer service because of the inconvenience and

inadequate time.

73.33%

16.67%

10%

RESPONDENTS

By the company

Someone outside the company

Problem was not resolved

46

Table 4.8: Table showing the number of customers who are likely to buy the product

again.

SL. NO.

OPINION

RESPONDENTS

PERCENTAGE

1)

Definitely will buy

16

53.33%

2)

Probably will buy

6

20%

3)

Might or might not

buy

5

16.67%

4)

Probably will not

buy

3

10%

5)

Definitely will not

buy

0

0%

TOTAL

30

100%

Sources: Questionnaire

Analysis

The above table shows that 53.33% of the respondents feel that they will definitely buy the

product again, 20% feel that probably they will buy, 16.67% feel they might or might not

buy, 10% feel probably they will not buy.

47

Chart 4.8: Chart showing the number of customers who will buy the product again.

Source: Questionnaire

Interpretation:

Since the fire safety and security products provided by the Ceasefire are up to the level of

customer expectations. So, most of the customers feel that they will definitely repurchase the

Ceasefire products because of the product quality and services provided to the customers. The

customers may also make repurchase as per the product requirement.

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

Definitely willbuy Probably will

buy Might or mightnot buy Probably will

not buy Definitely willnot buy

53.33%

20%

16.67%

10%

0%

RESPONDENTS

48

Table 4.9: Table showing the overall superiority of firm’s sales organization facility.

SL. NO.

OPINION

RESPONDENTS

PERCENTAGE

1)

Excellent

4

13.34%

2)

Very good

18

60%

3)

Good

5

16.66%

4)

Fair

3

10%

5)

Poor

0

0%

TOTAL

30

100%

Sources: Questionnaire

Analysis:

The above table shows that 13.34% of the respondents feel the superiority of firm‟s sales

organization facility is excellent, 60% of respondents feel very good, 16.66% of respondents

feel good, and the remaining 10% of respondents feel that it is average.

49

Chart 4.9: Chart showing the overall superiority of firm’s sales organization facility.

Source: Questionnaire

Interpretation:

The customers feel fully satisfied if the company provides adequate after sales services to

them. So from the above graph it can interpret that the majority of the respondents feel the

overall superiority of firm‟s sales organization‟s facility is very good. So it can be inferred

that thecustomers feel the Ceasefire sales service is up to the level and as per the customers‟

expectations.

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

Excellent Very good Good Fair Poor

13.34%

60%

16.66%

10%

0%

RESPONDENTS

50

Table 4.10: Table showing the aspect of product or service the customers were most

disappointed by.

SL. NO.

OPINION

RESPONDENTS

PERCENTAGE

1)

Price

15

50%

2)

Quality

2

6.67%

3)

Performance

3

10%

4)

Timeliness

3

10%

5)

Customer service

2

6.67%

6)

None of the above

5

16.66%

TOTAL

30

100%

Source: Questionnaire

Analysis:

The above table says that 50% of respondents feel disappointed with the price, 6.67% of

respondents with the quality, 10% of respondents with the performance, 10% of respondents

with the timeliness,6.67% of the respondents with the customer service and the remaining

16.66% with none of these.

51

Chart 4.10: Chart showing the aspect of product or service the customers were most

disappointed by.

Source: Questionnaire

Interpretation:

Since the price plays an important role at the time of purchase of any product. From the

above graph, it can be interpreted that most of the customers are disappointed with the price

of the Ceasefire products because the products are too expensive. Since the quality and

performance of the company‟s products are quite good so the price is very high.

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Price Quality Performance Timeliness Customerservice

None of theabove

50%

6.67% 10% 10%

6.67%

16.66%

RESPONDENTS

52

Table 4.11: Table showing the customers response whether they will recommend the

product or service to colleagues or contacts within society.

SL. NO.

OPINION

RESPONDENTS

PERCENTAGE

1)

Definitely

14

46.67%

2)

Probably

6

20%

3)

Not sure

5

16.66%

4)

Probably not

3

10%

5)

Definitely not

2

6.67%

TOTAL

30

100%

Source: Questionnaire

Analysis:

Of the total respondents, 46.67% of respondents will definitely recommend the product or

service to their colleagues or contacts within society, 20% of respondents will probably,

16.66% of respondents are not sure, 10% of respondents will probably not and the

remaining 6.67% of respondents will definitely not.

53

Chart 4.11: Chart showing the responses of customers whether they will recommend the

product or service to colleagues or contacts within the society.

Source: Questionnaire

Interpretation: From the above graph we can interpret that the majority of the customers

will recommendthe Ceasefire products to their colleagues or contacts in the society. Since the

customers feel happy and satisfied with the company‟s products and services.

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

50.00%

Definitely Probably Not sure Probably not Definitely not

46.67%

20% 16.66%

10% 6.67%

RESPONDENTS

54

Table 4.12: Table showing the overall satisfaction of the customers with the product or

service.

SL. NO.

OPINION

RESPONDENTS

PERCENTAGE

1)

Highly satisfied

3

10%

2)

Satisfied

21

70%

3)

Neutral

3

10%

4)

Highly dissatisfied

0

0%

5)

Dissatisfied

3

10%

TOTAL

30

100%

Source: Questionnaire

Analysis

From the above table, it can be said that 10% of the respondents are highly satisfied with the

overall company‟s product or service, 70% of respondents feel satisfied, and only 10% of

respondents feel dissatisfied with the product.

55

Chart 4.12: Chart showing the overall satisfaction of the customers with the product or

service.

Source: Questionnaire

Interpretation:

Since the majority of customers feel that the products and services provided by the Ceasefire

Company is up to the level and as per the customers‟ expectations. So it can be interpreted

that the maximum of the respondents are overall happy with the Company‟s products and

services.

0%

10%

20%

30%

40%

50%

60%

70%

Highly satisfied Satisfied Neutral Highlydissatisfied

Dissatisfied

10%

70%

10%

0%

10%

RESPONDENTS

56

4.2 ANALYSIS AND INTERPRETATIONFOR MARKETING

STRATEGY OF CEASEFIRE COMPANY

1. Who is your target audience?

A target market is the first constituent of the marketing strategy. It is a group of customers

towards which the company decides to put all its marketing efforts and provide products or

services to the customers as per the demand of the market segment. It is a group of people to

which the marketers try to persuade and listen to it.

The Ceasefire Company mainly focuses on the malls, hotels, hospitals, educational

institutions, offices, and the customers who are having apartments, bungalows, villas and

residential areas. It provides fire and safety solutions to all the branches of McDonalds,

KFCs, and many other restaurants in Bangalore.

It offers its products to hospitals such as Manipal hospital near Domlur.

It also offers its fire safety solutions to the malls like Pheonix mall, Orion mall, Central mall,

Mantri mall etc.

The main focus of Ceasefire is to provide its customers the freedom to live their lives without

any fear.

2. Where would the prospective customers buy the product or service from?

Ceasefire sells their products directly to the customers. Since they are direct sellers, they

don‟t have any dealers in the market. Direct Selling includes selling the products to the

customers directly to their homes or at their jobs, personal contacts, demonstrations or

through online sales.

Being direct sellers, they manage a team of individuals that extents out many new customers

every month.

The customers can buy the product by calling the Ceasefire on their toll-free help line

numbers or they call SMS FIRE to 53030. They can also email at enquiry@ceasefire.in.

The customers can also buy certain selected Ceasefire products on this website in the “online

shop”.

57

3. When, where and how they would consume the product?

Ceasefire products are meant for the purpose of fire safety and security. It provides several

solutions for fire protection. Ceasefire products are used by the people in case of any fire

emergency at any premise which can be very dangerous for human life.

Ceasefire fire extinguishers are used according to the classes of fire. There are six classes of

fire: Class A fire contain Combustible solid like wood, papers, clothes etc. Class B fires

includes flammable liquids like petrol, kerosene, diesel etc. Class C fires contain Flammable

gases like LPG, CNG, PNG, etc. Class D fires contain metal fires, Class E fires contains

electrical fires such as short circuits; Class F contains cooking oil fires.

The consumers can use fire extinguishers according to the type of fire and the instructions

given on it. Ceasefire also trains their clients how to use the fire extinguishers in case of fire

situation.

It was also found from the study that the Ceasefire also takes care of the setting up and

preservation of the product. The company also provides services to the customers from time

to time and keep it upgrading.

4. What is the best price quoted for the product?

Ceasefire offers different prices for different product varieties. It offers 11% discount on

every products in online purchase. Suppose if the product price is Rs.8000, the customers can

get it at Rs.7120. It also offers product warranty for five years and free shipping for the

orders above Rs.1000 across India.

5. What is the main purpose or utility of the product?

Product utility means what a product does, for what it is meant for. The customer gets the

utility of a product only when he feels satisfied with the use of product or service.

From the study it was found that main purpose of the Ceasefire is to provide fire safety and

security solutions to its customers at the time of emergency.

Ceasefire believes to give its customers freedom to live their lives happily without any fear.

58

When it comes to fire safety and security, we need the help of expert professionals because

emergency situations vary from premise to premise. Ceasefire provides a 360 degree solution

for the complete protection from homes, cars, office buildings to malls, complexes, hotels

and hospitals.

6. How does the company promote or advertise its products?

Advertising refers to the bringing attention of the potential customer towards a particular

product or service. Advertising varies from product to product and is done with the help of

company brochures, e-mails, personal contacts, etc.

Promotion refers to keep the products or services in the mind of the potential customers and

creating demand for the product. It involves advertising, publicity, newspapers, media, public

relations, personal selling, direct marketing etc.

From the study it was found that Ceasefire has its Facebookpage to create the awareness of its

products but it is not used by the customers because of the lack of product promotion. It has

posted its videos in YouTube which shows the product demonstrations and creates awareness

about the fire hazards.

The biggest promoter of Ceasefire Company is just dial.

7.Dothe company sell products or services through online or through sales

representatives?

Online selling is the process of selling the products or services through electronic media such

as internet or other networks. Online selling is a considerable way to increase the business in

today‟s competitive world and it is increasing year after year.

From the study it was found that Ceasefire sells their products directly to the customers. They

don‟t have any dealers in the market. It sells its products through online shopping websites

such as Naaptol.com, alibaba.com, indiamart.com.

It also sells its products through just dial by connecting buyers and sellers and provides

adequate information to the customers about the product. So it covers a large group of

audience through just dial which increase the sales as well as profit of the company.

59

As just dial is one of the sources to create awareness of the product to the customers and it

also reduce the gap between the buyers and sellers. So it is one of the largest promoters of the

Ceasefire.

8. Where does the company distribute the product or service?

Ceasefire has a very strong distribution system that has devoted distribution verticals to a

large extent and meets the needs of customers in different segments with different

requirements and risks. It has a distribution network with 100 branches and has its presence

all over India in 300 cities managed by trained professionals. It distributes its products and

services to the malls, hospitals, hotels, and educational institutions, customers living in

residential areas, bungalows, villas, and apartments.

The Ceasefire distributes its products and services in almost every branch of McDonalds and

KFCs in Bangalore.

It also distributes its products to the malls such as Central mall, Orion mall, Phoenix mall,

Mantri mall and certain hospitals such as Manipal hospital.

9. Does the brand clearly communicate what you are intending to convey the value you

want to deliver?

Yes, the brand clearly communicates what the company is intending to convey the value it

wants to deliver. As ceasefire is meant for fire safety and security solutions and it provides a

good quality products and services to its customers. Ceasefire offers more than 400 fire safety

and security products to its customers so that the people can live their lives peacefully

without any fire fear.

10. Does the brand effectively differentiate itself from every other competitor in the

marketplace?

Yes, the Ceasefire brand effectively differentiates itself from every other competitor in the

market place. Ceasefire is India‟s one of the top firefighting company which provides several

60

solutions to fight with the fire and offers 360 degree fire safety and solutions. The products of

Ceasefire are of a greater quality as compared to its competitors and it has its presence in

over 300 cities and towns.

11. What is the future transformations planned for this brand?

The future transformations for Ceasefire is

To target the new customer segment,

Come up with different product variety and new product versions,

Increase in the number of customer base.

61

Testing of Hypothesis:

H0: There is no association between product recommendation and product repurchase by the

customers.

H1: There is an association between product recommendation and product repurchase by the

customers.

Table no.-4.13

(Q11)product recommendation * (Q8)product repurchase Cross tabulation

Count

(Q8)product repurchase Total

Definitely

will buy

Probably will

buy

Might or

might not buy

Probably will

not buy

(Q11)product

recommendation

Definitely 9 3 1 1 14

Probably 3 1 1 1 6

Not sure 2 2 1 0 5

Probably Not 0 0 2 1 3

Definitely

Not 2 0 0 0 2

Total- 16 6 5 3 30

Table no.-4.14

Chi-Square Tests

Value Df Asymp. Sig. (2-sided)

Pearson Chi-Square 13.301a 12 .348

Likelihood Ratio 14.132 12 .292

Linear-by-Linear

Association 1.041 1 .308

N of Valid Cases 30

a. 19 cells (95.0%) have expected count less than 5. The minimum

expected count is .20.

62

Result:

The above said hypothesis was tested by using chi-square test with the help of statistical

package SPSS-20; it was tested with 5% level of significance. The above tables show the

cross tabulation and chi-square results. In table 4.14 the p value is 0. 348 which is greater

than 0.05, therefore there is an evidence to accept the null hypothesis. Hence there is no

significance difference between the product recommendation and product repurchase by the

customers.

63

CHAPTER-5

FINDINGS

From the study, it is found that almost 50% of respondents use the product at least

once in a year.

About 80% of respondents stated that the smoke detector purchased from Ceasefire

function properly, only 20% of respondents has stated no for that.

The majority of respondents have stated that the fire extinguishers are inspected

regularly.

It was found from the study that around 40% of the respondents were satisfied with

the product quality, 16.67% with the customer service and only 5.34% with the price.

The majority of respondents feel that the Ceasefire fire safety and security products

are much better as compared to other companies.

From the study it was found that 86.67% of respondents have contacted customer

service and the remaining 13.33% of respondents have never.

It was found from the study that 73.33% of the respondents‟ problems have been

resolved by the company, 16.67% of respondents from outside the company and the

remaining 10% of respondents‟ problems has not been resolved.

53.33% of respondents feel that they will definitely buy the product again from

Ceasefire and 20% feel probably they will buy.

13.34% of respondents feel the superiority of sales organization‟s facility is excellent,

60% of respondents feel it very good.

From the study it was found that around 50% of respondents feel disappointed with

the product price, 6.67% with the quality, 10% with the performance, 10% with

timeliness and 6.67% of respondents with the customer service.

46.67% of respondents will recommend the product or service of Ceasefire to their

colleagues or contacts, 16.66% of respondents are not sure.

The study shows that the majority of respondents are satisfied with the Ceasefire

overall products and services, only few are dissatisfied.

64

SUGGESTIONS

Advertisement & marketing activities are important to make the fast movement and to

increase sales volume. So the company should concentrate more on advertisements,

especially TV ads to inform and educate customers about the product and its use. It

also helps to create goodwill for the company and increases customer loyalty.

The company needs to provide various promotional schemes to attract more and more

customers. The promotional activity is one of the important parts of marketing

strategy which help a company to increase its sales by attracting new customers in the

market and face the competition effectively.

The firm should give proper training to the employees about the use of products and

services to deal with the customers. Because it will help them to communicate

effectively with the customers about the product use so that the customers can feel the

need to buy it and thus increase the sales. So the sales people must possess an

effective communication skill.

The company must focus on the price because the Ceasefire products are highly

expensive as compared to its competitors. The customer‟s willingness to buy a

product depends on price so it is considered as one of the most important factor for

any business.

The company must offer strong incentives on purchase for attracting customers‟

attention by offering those coupons or premiums as it helps a company to retain the

loyal customers as well as attract new customers.

The company can also promote and drawcustomers‟ attention by interacting with

them through blogs. It is a free and easy way to relate with the customers and also

gives the customers a clear image about the company.

The company must try to come up with new product versions. The company can

develop its products by introducing new products in the existing market as the product

development is considered as an important part of any company‟s growth strategy.

65

CONCLUSIONS

Now days the business world is a customer driven and the customer is treated as a King for

every businessman. So for a good business, they have to maintain the relation with the

customers for a longer duration of time as it is a never ending process. So customer

satisfaction is very important to keep the customers in the business pocket. From the study it

is found that Ceasefire works very hard to deliver finest quality and better services to its

customers. The company considers its customers and business very important and is really

working hard to deliver the customers best.

On the other hand, the marketing strategies of Ceasefire are overall good as compared to

other competitors in the market. The company needs to focus more on pricing strategy

keeping in mind the quality of product to attract more customers. It can come up with new

product versions by introducing new products in the existing market which will again add a

competitive advantage to the company. An effective marketing strategy helps to generate

products and services with the best probabilities for generating greater revenue. It is because

the marketing strategy begins with marketplace explorationtaking into concern the target

customers, competition in the market and the changes that might be there.

So from the study it is concluded that Ceasefire Company follows better marketing strategies

as well as it providesa level of satisfaction to the customers by providing them quality

products and services.

66

BIBLIOGRAPHY

Reference books:

Panda, T.K. “Creating Customer Lifetime value through effective CRM in Sales

industry”. Journal of Service research.2(2/0, (2003):157-171

Khalifa, M. V Liu.” Satisfaction with Internet –based Service.” Journal of the

Association for Information Systems.”(2003). 4 No. 5, 206-232

Marone M and S Lunsford, “Strategies that wins sales; Best practice of the world‟s

Leading Organization” Deadborn Trade Publishing Akapaln Professional Company,

2005.

Kotler, Philip (1967). Marketing Management: Analysis, Planning and Control.

Englewood Cliffs, N.J.. Prentice-Hall

Company Brochures

Company’s feedback forms

Websites:

www.ceasefire.com

www.google.com

www.wikipedia.com

www.researchgate.net

www.ukessays.com

67

ANNEXURES

Customer Satisfaction Questionnaire

I am Neha Singh, a student of New Horizon College of Engineering, Bangalore pursuing my

MBA and presently doing project on “Marketing strategies and Customer satisfaction of the

fire and security systems in malls and hospitals in Ceasefire Industries Limited, Bangalore. I

request you to kindly fill this questionnaire below and I assure you that the data generated

shall be used only for the project purpose.

Name:-

Age:-

Gender:-

Occupation:-

1. How often do you typically use the product?

Once a year

2-3 times a year or less often

Once in 2 years

2. Do the smoke detectors function properly?

Yes

No

3. Are fire extinguishers inspected regularly?

Yes

No

4. What aspect of the product/service are you most satisfied by?

Quality

Price

68

Performance

Customer service

Timeliness

All of the above

5. Thinking of similar products/services offered by other companies, how would you compare

the product/service offered by our company?

Much better

Somewhat better

Neutral

Much worse

Don‟t know

6. Have you ever contacted customer service?

Yes

No

7. If you contacted (Company) customer service, have all resolved to your complete

satisfaction?

Yes

No

8. Based on your experience with the product, how likely are you to buy the product again?

Definitely will buy

Probably will buy

Might or might not buy

Probably will not buy

Definitely will not buy

9. Overall, the superiority of firm‟s sales organization‟s facility is

Excellent

Very Good

Good

69

Fair

Poor

10. What aspect of the product/service were you most disappointed by?

Price

Quality

Performance

Customer service

Timeliness

None of the above

11. Would you recommend your product/service to colleagues or contacts within your

society?

Definitely

Probably

Not sure

Probably not

Definitely not

12. Overall, how satisfied are you with the product or service?

Highly satisfied

Satisfied

Neutral

Dissatisfied

Highly dissatisfied

70

Marketing Strategy Questionnaire

1. Who is your target audience?

2. Where would the prospective customer buy the product or service from?

3. When, where and how they would consume it?

4. What is the best price quoted for the product?

5. What is the main purpose or utility of the product?

6. How do you promote and advertise this product?

7. Do you sell your goods or services through online or through sales representatives?

8. Where do you distribute your product or service?

9. Does the brand clearly communicate what you are intending to convey the value you

deliver?

10. Does this brand effectively differentiate itself from every other competitor in the

market place?

11. What is the future transformations planned for this brand?

71