Sales and Effectiveness on Fine Product Enterprises
-
Upload
anandgsoft3603 -
Category
Documents
-
view
214 -
download
0
Transcript of Sales and Effectiveness on Fine Product Enterprises
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
1/72
ABSTRACT
This project work is based on A STUDY ON SALES AND DISTRIBUTION
EFFECTIVENESS ON FINE PRODUCT ENTERPRISES, COIMBATORE. The main
objective of the study is to know the effectiveness of sales promotion activities.
The first chapter of the study explains about brief outline of the study, the company
profile and industry profile. The second chapter deals with objectives of the study, scope and
limitation and methodology applied. The third chapter explains about analysis and
interpretation. The primary data are collected through questionnaire and secondary data
collected through internet, books, journals etc. On the basis of the questionnaire prepared and
its responses the analysis and interpretation is done. The fourth chapter deals with findings,
recommendations and conclusion.
Researcher in common refers to a search for knowledge. The Researcher selected
descriptive research for study. The technique used here is random sampling. Sampling size is
50, after collecting data it should be analyzed by table and diagrams.
The researcher analyzed all those data with the help of percentage analysis. Some of
the valuable suggestions are the company can improve sales if the management provide more
advertisement through various media. The company must look for the price of their product
against their competition.
1
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
2/72
LIST OF CONTENTS
CHAPTER CONTENTS PAGE NO
AbstractAcknowledgement
List of Tables
List of Charts
CHAPTER 1 INTRODUCTION
1.1 Industry profile
1.2 Company profile
1.3 Attrition Management
1.4 Review of literature
1.5 Objective of the Study
1.6 Limitations of the study
1.7 Scope of the Study
CHAPTER 2 RESEARCH METHODOLOGY
2.1 Research Design
2.2 Data Collection method
2.3 Statistical Tools
CHAPTER 3 ANALYSIS AND INTERPRETATION
3.1 Percentage Analysis
CHAPTER 4 FINDINGS, SUGGESTIONS AND
CONCLUSION
4.1 Findings
4.2 Suggestions
4.3 Conclusion
CHAPTER 5 BIBLIOGRAPHY
APPENDICES
S.No List of Tables Page No
1 Relationship to Fine Product Enterprises
2 Cordial relationship
3 Sales executive
4 Quality of the Product5 Credit Facilities
2
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
3/72
6 Service
7 Opinion with the Fine Product Enterprises Compare to other
competitors
8 Competitors
9 Helpline Support10 Price
11 Product availability in your area
12 Delivery of goods at the specified time
13 Warranty claiming
14 Company demonstration about their products
15 Company Advertisement Awareness
16 Sales promotion activities offered by the company
17 Market Training provided by the company
18 Requirement in the Market areas
19 Clients response in the Market areas
20 Marketing Source availability comparing to competitors against
the company
21 Advertisement activities in the company
22 Marketing Team Strength in the Company
23 Service Team Strength in the Company
24 Financial support for Sales Executive provided by the company
S.No List of Charts Page No
1 Relationship to Fine Product Enterprises2 Cordial relationship
3 Sales executive
4 Quality of the Product
5 Credit Facilities
6 Service
7 Opinion with the Fine Product Enterprises Compare to other
competitors
8 Competitors
9 Helpline Support
3
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
4/72
10 Price
11 Product availability in your area
12 Delivery of goods at the specified time
13 Warranty claiming
14 Company demonstration about their products15 Company Advertisement Awareness
16 Sales promotion activities offered by the company
17 Market Training provided by the company
18 Requirement in the Market areas
19 Clients response in the Market areas
20 Marketing Source availability comparing to competitors against
the company
21 Advertisement activities in the company
22 Marketing Team Strength in the Company23 Service Team Strength in the Company
24 Financial support for Sales Executive provided by the company
CHAPTER 1
INTRODUCTION OF THE STUDY
The role of selling has become more complex because producers are
more technical, buyers are more sophisticated and the competition has become
more intense. This has necessitated the need for proper flow of communication
from the producer to the consumer either along with the product or well in
advance of the introduction of a product into the market. Successful marketing
consists in offering the right product at the right price at the right place and time with
right promotion.
Promotion is an exercise in information, persuasion and influence.
Promotion has come to mean the overall co-ordination of advertising, selling,
publicity and public relations. Promotion is a helping function designed to make
4
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
5/72
all other marketing activities more effective and efficient. Advertising and sales
promotion are the central elements in a company's communication strategy.
DEFINITION
The American marketing Association to bring a semblance of uniformity
and better understanding in the semantics jungle in the field of marketing. It
defined `Advertising as any paid form of non personal presentation and promo-
tion of ideas, goods or services by an identified sponsor'.
Sales Promotion is defined by the American Marketing Association in a
specific sense to mean: those Marketing activities, other than personal selling. ad-
vertising and publicity that stimulate consumer purchasing behavior and dealer
effectiveness, such as display, shows and exhibitions, demonstrations and various non
recurrent selling efforts not in the ordinary routine.
1.1 INDUSTRY PROFILE
The Machine Tools industry in India dates back to the Second World War
due to non-availability of imported machine tools, a few British owned general
engineering firms took up their manufacture in India. This was followed by the start
of industrialization in a series of five-year plans. The process of planning in the
economy resulted in a second phase of machine tools manufacturing with public
sector investment in machine tools (HMT Ltd. 1953). These two initial phases of
development of the Indian machine tools industry saw the production of general
purpose machine tools most of which were produced under technical assistance from
foreign Collaborators (Oerlikon, Louden, Ward, Herbert, Jones & Shipman, etc.).
The 1960s marked the third phase of the machine tools industry. During this
phase, the range of products witnessed rapid growth and various types of machine
5
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
6/72
tools including SPMs were manufactured. (Multi spindle Automats, Gear Cutting
Machines, SPMs, Broaching Machines, Presses, etc.)
Current Status in India
The Indian machine tools industry manufactures almost the complete range of metal-
cutting and metal-forming machine tools. Customised in nature, the products from the Indian
basket comprise conventional machine tools as well as computer numerically controlled (CNC)
machines. There are other variants offered by Indian manufacturers too, including special purpose
machines, robotics, handling systems, and TPM-friendly machines. Efforts within the industry are
now underway to improve the features of CNC machines, and provide further value additions at
lower costs, to meet specific requirements of users. In keeping with the current trends, and
emerging demand, the CNC segment could be the driver of growth for the machine tools industry
in India.
The slowdown in the Indian economy since mid 1999 had its impact on the prospects of
Indian machine tools manufacturers. Output by domestic metalworking machine tools
manufacturers in 2001 calendar year declined to the lowest of just Rs.5,175 million marking the
fourth year of decline since 1997, for the Indian machine tools industry. Much of this fall was due
to subdued investment in 2002 by all the major user segments of machine tools, except the defence
industry, primarily because of a higher capital expenditure outlay. However, in the last two
calendar years, output of the industry registered significant growth and the industry has achieved a
high growth in the past two years.
While the decrease in domestic production was lower in the case of conventional metal-
working machine tools, computer numerically controlled (CNC) machine tools manufacturers too
suffered, although marginally. Lathes, machining centres, special purpose machines, and grindingmachines were categories of machine tools that sustained much of the order inflow even during
2001 although these segments registered a decline, in comparison with the previous year.
An industry, which has undergone a radical paradigm shift in its thinking, the Indian
machine tools industry is now recognized as a provider of low-cost high quality lean
manufacturing solutions. The industry resiliently supports all its users to enhance productivity as
well as improve competitiveness for the betterment of the final customer. It is a well known and
often repeated fact that the machine tools industry forms the pillar for the competitiveness of the
6
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
7/72
entire manufacturing sector since machine tools produce capital goods which in turn produce the
manufactured goods. Hence being an integral sector, growth of the machine tools industry has an
immense bearing on the entire manufacturing industry which is crucial for the country's strategic
requirement such as defence, railways, space, and atomic energy.
World over too, industrially developed countries have created market niches on the back
of a well-developed and supportive machine tools sector. In India, indigenous machine tools have
the highest impact on capital output ratios. Machine tools consumption of Rs.2,500 crore truly
supports the advancement of the
country's engineering sector output which is estimated to be worth over Rs.1,50,000 crore. In India
there are about 450 manufacturers manufacturing complete machines, or their components. There
are 150 units in the organized sector. Almost 73 percent of the total machine tools production in
India is contributed by 10 major companies in this industry. The industry has an installed capacity
of over Rs.10 billion and employs a workforce directly or indirectly totaling 65,000 skilled and
unskilled persons.
The hub of manufacturing activities is concentrated in Mumbai and Pune in Maharashtra,
Jalandhar and Ludhiana in Punjab, Ahmedabad, Baroda, Jamnagar, and Rajkot in Gujarat,
Coimbatore and Chennai in Tamil Nadu, Bangalore and Mysore in Karnakata, and some parts of
eastern India. All the global leaders namely Makino, DMG, Yamazaki, Haas, Trumpf, Daewoo,Agia Charmilles, Schuler etc. are present in India either through their marketing agents, technical
centers, service centers or assembly centers.
1.2 COMPANY PROFILE:
Fine Product is a renowned trading business firm engaged in supply of Carbide
Cutting Tools, Industrial Lubricants, Abrasives, & Foundry Raw Materials. Established
in the year 1965, on the month of May at the Manchester city, Coimbatore, we have
carved a special niche for ourselves in the arena of industrial machine tools. By
providing value to our customer, we have grown from strength to strength and have
established ourselves as a preferred productivity partner.
Our management team with deep domain knowledge about the current market
demands assists us in delivering an excellent range of industrial tools. Blessed with a
highly supportive team which holds most qualified and experienced staff members, we
specialize in providing productive solution to the following
7
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
8/72
Original Tooling Solution
Component tooling up
Turnkey projects
One stop shop concept
We have a real passion for adding substantial value to our esteemed clients by providing
innovative tools that meet with the exact demands of our clients. Our prime mission is to
serve the needs of customers engaged in diverse industry verticals such as
Auto Components Mfrs
Pumps Industries
Textile Machinery Mfrs
Valve Industries
Die & Moulds
Aero Space Component Mfrs
General Engineering
Fine product markets high quality products which contributes in giving innovative
solution to our clients and thereby increasing their productivity and earnings. The
8
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
9/72
Marketing policy is based on the core value: Quality, Technical Support, Right
Tool/Solution @ Right Times, Quality Services, Team Sprit.
Our Objective
Sustain the customer first
Providing complete solution to meet customer needs
Quality with competitive prices
Expanding Geographically with branches
PRODUCTS
We are dealers engaged in offering wide range of engineering tools, which are
catering to the needs of various industrial sectors very efficiently. By remaining stockiest
of many leading brands of tools, we have built repute among clients for on time delivery
of products & services. As a client centric organization, we always try to maximize client
satisfaction by dealing with products of leading brands. Mentioned below is the
comprehensive range of our products we deal with.
9
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
10/72
Sandvik Coromant (Cutting Tools for Metal Working Industry)
Sandvik Coromant is the world's leading producer of tools for turning, milling anddrilling. Sandvik Coromant is represented in 130 countries worldwide. It has customers
throughout the metalworking field including the...
Sandvik(Engineering group in Tooling, Materials Technology, Mining & Construction)
Sandvik is a high-technology, engineering group with advanced products and a world-
leading positions within selected areas. Worldwide business activities are conducted
through representation in more than 130
Dormer (Complete range of cutting tools)
Dormer is offering a complete range of cutting tools for all industrial applications in a
wide material spectrum. Such asDrilling, Threading, Milling, Reaming, Solid Carbide...
Norton (Abrasives products)
Norton, a brand of Saint-Gobain, is the largest global manufacturer and supplier of
performance engineered abrasives. Norton products provide end-user solutions from
everything from the home improvement...
10
http://www.sic.saint-gobain.com/http://grindwellnorton.co.in/home.htmhttp://www.dormertools.com/http://www.sandvik.com/http://www.sandvik.coromant.com/ -
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
11/72
Saint Gobain (Abrasives/Engineered Grains & Powders)
Saint-Gobain established its presence in India by acquiring a majority stake in Grindwell
Norton in 1996, and thereafter went on to consolidate and strengthen its presence within
the country...
ITW Chemin (Speciality chemicals, Lubricants & Equipments Manufactures)
ITW Chemin, a business unit of ITW Inc. (NYSE: ITW), USA, offers a wide array of the
products / brands manufactured at the state-of-the-art facility which includes, Met-L-
Gard (Rust Preventive Chemicals)...
Emuge India (Threading Solution & Taping Tool Holders)
Threading techchnology taps at EMUGE India are positioning ourselves as solution
providers in tapping and other related technology. To this end, Threading techchnology
taps would like...
Carbtools (All Type of specials Solid carbides)
Carbtools manufacture a wide range of special combination tools in solid carbide,
carbide lugged as well as a combination of carbide lugged and carbide tipped tools
involving very high levels of accuracies...
11
http://www.carbtools.co.in/http://www.emugeindia.com/http://www.itwchemin.com/ -
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
12/72
Forbes (Engineering, Specials Solid carbides & Transaction Management Solutions)
Forbes & Company Limited is one of the oldest companies of the world that is still in
business.The company traces its origin to the year 1767 when John Forbes of
Aberdeenshire...
IT (All Type of specials Solid carbides)
Indian Tool Manufacturers (ITM) - A Division of Birla Precision Techonolgies Limited,
belonging to the Yash Birla Group, pioneered in the year 1937, the manufacture and
supply of High Speed Steel Cutting Tools in India.
SERVICE
To satisfy our clients and achieve long term success, we with our sales &
technical team provide round the clock service. Some of the other factors which assist us
in acquiring customer satisfaction include following WIN WIN approach besides taking
minimal turnaround time to acknowledge a query & complaints. We make stringent
efforts to provide customers with the very latest, most efficient metal cutting technology
in the world.
Our commitment to quality has secured us the ISO 9001:2008 certificate. As a
part of continual improvement, we share our knowledge of new Tools by providing
training at customer place & also conducting seminar programs at our training centre.
Helping reduce the impact on the environment is just as important a challenge for
us as helping raise your productivity. Hence the Sandvik Coromant Recycling
Concept. Simply gather together your used solid carbide inserts and round tools, return
them in the boxes Sandvik provide, and Sandvik will recycle them in the most effective
way possible. Getting rid of old tools will increase efficiency, and Sandvik pay for the
12
http://www.indiantool.com/http://www.forbes.co.in/ -
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
13/72
carbide you send. But the true reward comes from better utilization of precious resources
plus a more sustainable environment for everyone.
Few Customers are :
Sakthi Auto Component
Indoshll
Flowlinks
LRT (Lakshmi Ring Travellers)
CRI Pumps
LMW
Current Competitors :
IES Agencies
Primer Precision Product
Tool Tech (Manufacturers and Sales)
1.2 SALES AND DISTRIBTUON MANAGEMENT
MEANING OF SALES MANAGEMENT-
Sales management means the planning, direction, and control of personal selling,
including recruiting, selecting, equipping, assigning, routing, supervising, paying and
motivating. It also engages a sales force.
It is the attainment of an organization's sales goals in an effective & efficient
manner through planning, staffing, training, leading &controlling organizational resources
The sales manager is the person responsible for leading and guiding a team of
salespeople.
13
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
14/72
Definition of sales management-
According to American Marketing Association, `Sales management is the
management of Sales Force. `
How to manage-
Right person right job right place right time right compensation right
qualifications
Relationship Based Selling
Relationship based selling means that the company takes care of customer
specifications. Buyer is the king not the seller
In other words, doing business in such a way that company is worthy of customers trust.
Company is buyer based, not seller centric.
14
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
15/72
Nature and scope of sales management-
Integration with marketing management
relationship selling
varying sales responsibilities
The Scope Of The Sales Management Varies with The
Nature Of The Industry
Product Lines
Geographical Spread
Nature Of Selling
Example-
-in hotel industry, there is only one sales manager [ one man job]
-in consumer industry, there is sales manager supported by zone managers / sales
representatives.
15
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
16/72
The scope of the sales management, in broad terms includes,
The following
Establish Sales force objectives
Organizing the Sales force
Recruiting and Selecting Salespeople
Training Sales Personnel
Compensating Sales People
Motivating Sales People
Developing sales plans
Developing sales development programs
PROCESS OF SALES MANAGEMENT / HOW TO DESIGN AND MANAGE
A SALES FORCE
16
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
17/72
Problems-
coordination
lack of information
lack of authority
lack of communication
less supervision
lack of customer interest
target setting
sales forecasting
17
Setting
objective
s
Implementing
Controlli
ng
Deciding
compensati
on
Training
anddevelopme
nt
Planning
Recruitme
nt and
selection
of sales
force
Process of
sales
management
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
18/72
Leads to
Functions of sales manager
discovering new ideas for better results
marketing products
managing conflicts
responding feedback
performing sales management function
assigning sales territories to sales force
meeting with sales force
deciding the strategies
market research
product research
advising top management on various sales issues
setting targets
controlling targets
maintaining healthy relationship customers
monitoring sales policies
18
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
19/72
To yourself-A sales manager must be very clear about his role in the organization. He
should know what he is supposed to do at the workplace.
To company-
A sales manager plays a key role in the success and failure of an organization.
He is the one who plays a pivotal role in achieving the sales targets and
eventually generates revenue for the organization.
A sales manager devises strategies and techniques necessary for achieving the
sales targets.
He is the one who decides the future course of action for his team members.
A sales manager is also responsible for brand promotion.
To customers-
listening to customer requirements and presenting appropriately to make a sale;
maintaining and developing relationships with existing customers in person and
via telephone calls and emails;
cold calling to arrange meetings with potential customers to prospect for new
business;
responding to incoming email and phone enquiries;
acting as a contact between a company and its existing and potential markets;
negotiating the terms of an agreement and closing sales.
Skills of sales manager
People skills- motivation, leadership, communication, and coordination
Managing skills- planning, organizing, controlling, and decision making
Technical skills- training, selling, negotiation and working on computers etc
19
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
20/72
Selling process
determine objectives
deciding strategies
review
Alternative selling process-
1.Prospect for Leads
You can't prospect effectively without knowing all about your product(s). If you don'tunderstand the product, how could you know who will want to buy it?
2.Set an Appointment
It's time to use those leads you collected in stage 1. Many salespeople prefer to cold call
over the phone, but you can also call in person, send email or even mail out sales letters.
3. Qualify the Prospect
The qualification stage usually takes place at the appointment itself, although you can
also qualify briefly during your initial contact. The idea is to confirm that your prospect
is both able and potentially willing to buy your product.
4.Make Your Presentation
The presentation is the core of every sales cycle, and it's probably where you'll invest the
most preparation time. Keep in mind that you're not just selling your product... you are
also selling yourself! You represent your company, so appearance counts.
5.Address the Prospect's Objections
Here's where you get to deal with your prospect's concerns. The one you'll hear most
often? I have to think about it.
6. Close the Sale
Once you've made your presentation and answered your prospect's questions and
objections, it's time to ask for the sale. This is the second-most neglected stage of the
sales cycle. which is especially sad given that it's probably the most critical one.
7.Ask for Referrals
20
http://sales.about.com/od/leadgeneration/bb/Start-Prospecting-For-Leads.htmhttp://sales.about.com/od/sellingonthephone/a/How-To-Cold-Call.htmhttp://sales.about.com/od/leadgeneration/a/5-Steps-To-Identify-Qualified-Leads.htmhttp://sales.about.com/od/salesbasics/tp/17-Great-Presentation-Tips.htmhttp://sales.about.com/od/salesbasics/ht/How-To-Handle-Objections-In-Six-Easy-Steps.htmhttp://sales.about.com/od/salesbasics/a/Close-The-Sale-Basic-Closing-Strategies.htmhttp://sales.about.com/od/salesbasics/a/How-To-Get-Referrals.htmhttp://sales.about.com/od/leadgeneration/bb/Start-Prospecting-For-Leads.htmhttp://sales.about.com/od/sellingonthephone/a/How-To-Cold-Call.htmhttp://sales.about.com/od/leadgeneration/a/5-Steps-To-Identify-Qualified-Leads.htmhttp://sales.about.com/od/salesbasics/tp/17-Great-Presentation-Tips.htmhttp://sales.about.com/od/salesbasics/ht/How-To-Handle-Objections-In-Six-Easy-Steps.htmhttp://sales.about.com/od/salesbasics/a/Close-The-Sale-Basic-Closing-Strategies.htmhttp://sales.about.com/od/salesbasics/a/How-To-Get-Referrals.htm -
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
21/72
This is hands down the most commonly neglected step. Too many salespeople are so
relieved to get a sale that they grab their things and race out the door the second they get
the chance, for fear the prospect will change their mind
Sales strategies-:
1. Relationship strategy- Buyer and seller act as partners and maintains a good relation.
P- Preparing strategically for a long term high quality relationship to solve customers
problems
A- Ask questions from the potential buyers regarding their needs
R- Restates customers need
T- Team with support people to provide the customer with solutions
N- Negotiation (double win solutions should be adopted)
E- Exceeds customer satisfaction
R- Review
2. Double win strategy- there are basically two approaches under this strategy-
Win-lose approach- under this approach one party loses either the buyer or the seller.
One of the them has to bear the loss. Features are:
See a problem
Fix the blame
Let loss happen to them
Lives in the past
Make promises that never keep
21
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
22/72
Win-win approach- under this approach both the parties remain in benefits. Both the
parties earn profits as goods are produced what consumer wants and is charged fairly so
there is no loss to seller also. Feature are-
Help others to solve the problems
Fix what caused the problem
Make life a joyous happening for others and themselves
Leaves the past, lives in the present and set goals for the future
Make commitments to others and themselves and keep both of them.
3. Instant service- aims at Q-C-D Triangle i.e. highest quality, lowest cost and least
delivery times. Customer delight is achieved by combining:-
Supply chain management-
After sale services
Unique selling positioning/ brand equity
Exceeding customer expectations
Process management- it means how much cost is involved in a particular process. Main
aim is to keep the cost minimum. Features are as follows-
On time delivery
Competitive prices
Reliability of product or service
Uniqueness of product or service
4. Hard sell vs. soft sell-
Hard sell- where goods arent produced according to customers specifications. Features
are as follows:
Concern for self
Canned presentation
Talking
22
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
23/72
Pushing product
Presenting features
Advocating without acknowledging
Soft sell- where goods are produced exactly what the consumer wants or desires.
Features are as follows:
Concern for customer
Questions for discussions
Listening
Providing buying opportunities
Presenting benefits
Acknowledging needs
5. Integrated sales strategy-
Under this strategy no strategies are formulated before hand.
Everything is done considering business and customer both.
Goods are produced according to customers desire.
6. Client centered sales strategy-
It considers:
What client is
What he or she does
Where, when, why and how he or she does it
His needs are analyzed
And goods are offered according to his preferences
23
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
24/72
Methods of selling-
Tele-marketing- this is the concept of
Selling product on the phone.
it is direct marketing tool
It is very cheap and reliable method.
It is limited to consumer durables.
For example; customer care or home shop 18 etc
Sale on internet- under this method
product can be seen,
a buyer can see free demonstration on the internet itself,
24
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
25/72
Product features can be seen.
Customer has to be fully aware.
For example snapdeal.com, myntra.com, flipcart.com etc
Sales through large scale stores- these stores are mostly present in urban areas due to
increased flow of manufactured goods. These can be of various kinds like-
Departmental stores
Chain stores like easy day
Mail order houses
Hire purchase shops
Super markets like big bazaar
Fixed price shops
Cooperative stores
Sales through whole sellers and retailers- Following functions are performed by whole
sellers and retailers-
Assembling and buying
Storing and warehousing
Transporting
Financing
Risk bearing
Grading, packing and packaging
Providing market information
Advertising
Selling
Direct selling- in this relationship of company and customer starts building even before
the sale of product. For example Avon, Amway and Eureka Forbes etc.
Factors affecting method of selling
25
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
26/72
Nature of product
Price of the product
Cost of the product
Size of the market
Consumer convenience
Policy of organization
Types of sales manager
Top level manager- these are those managers who are responsible for
Sales planning
Scanning external environment
Setting short and long term objectives
Developing strategies
Making decision for implementing of strategies
Controlling performance
Coordination of various functional areas
Regional level manager- these are those managers who are responsible for-
Device strategies
Executes plans made by top level
Act as linking pin between lower level and top level
Manage several branches
Operational/ branch/ first line managers- these are those managers who are responsible
for
Appoints sales person
Monitor performance
26
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
27/72
Motivate sales person
Provide day to day supervision to the sales person
Types of compensation plans-:
There are two types of compensation plans-
Financial and non financial compensation plans
Financial compensation-:
Those incentives which satisfy the subordinates by providing them rewards in terms of
rupees. Money has been recognized as a chief source of satisfying the needs of people.
Money is also helpful to satisfy the social needs by possessing various material items.
They include compensation, salary, fringe benefits and incentives. It should:-
Provide a regular income at minimum level
Simple and easy to understand for the sales man
Economical
Encourage competition among salesmen
Fair to both sales force and management
27
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
28/72
This method also includes reimbursement of expenses incurred by sales persons for the
sales of goods and services i.e.
meals and entertainment
air travel
automobile rentals
lodging
travel account
tour expenses account
communication and service expense account
28
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
29/72
Non financial compensation:-
These include motivation and its implication to sales management. So, some fringe
benefits are available for the purpose:
29
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
30/72
Some other non financial compensation plans are:-
company car
supplemental life insurance and medical insurance schemes
tax return participation
personal tax and financial planning
low or no interest loans
deferred compensation
retirement benefits
relocation benefits
stationary facilities
air travel and first class AC for train travel etc
special perquisites for outstanding performance
special business associates membership
30
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
31/72
1.4 LITERATURE REVIEW
According to Robert A. Peterson and William R. Wilson, Self-reports of sales
promotion invariably possess distributions that are negatively skewed and exhibit a positivity
bias. Examination of the customer satisfaction literature and empirical investigations reveal
that measurements of customer satisfaction exhibit tendencies of confounding and
methodological contamination and appear to reflect numerous artifacts. Implications and
suggestions for research and practice are discussed.
According to Carol Suprenant, investigate whether it is necessary to include
disconfirmation as an intervening variable affecting satisfaction as is commonly argued, or
whether the effect of disconfirmation is adequately captured by expectation and perceived
performance. Further, they model the process for two types of products, a durable and a
nondurable good, using experimental procedures in which three levels of expectations and
three levels of performance are manipulated for each product in a factorial design.
According to Gordon H.G.McDougall, investigated the relationship between three
elements core service quality, relational service quality- and perceived value andcustomer satisfaction and future intentions across four services. The results revealed that core
service quality (the promise) and perceived value were the most important drivers of
customer satisfaction with relational service quality (the delivery) a significant but less
important driver. A direct link between customer satisfaction and future intentions was
established. The relative importance of the three drivers of satisfaction varied among
services. Specifically, the importance of core service quality and perceived value was
reversed depending on the service. A major conclusion was that both perceived value and
service quality dimensions should be incorporated into customer satisfaction models to
provide a more complete picture of the drivers of satisfaction.
According to Ellen Garbarino & Mark S Johnson Several theories of
relationship marketing propose that customers vary in their relationships with a firm on a
continuum from transactional to highly relational bonds. Few empirical studies have
segmented the customer base of an organization into low and high relational groups to assess
how evaluations vary for these groups. For the high relational customers (consistent
31
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
32/72
subscribers), trust and commitment, rather than satisfaction, are the mediators between
component attitudes and future intentions.
According to J.Joseph Cronin & Steven J Taylor investigate the
conceptualization and measurement of service quality and the relationships between service
quality, consumer satisfaction, and purchase intentions. A literature review suggests that the
current operationalization of service quality confounds satisfaction and attitude. Hence, the
authors test (1) an alternative method of operationalizing perceived service quality and (2) the
significance of the relationships between service quality, consumer satisfaction, and purchase
intentions. The results suggest that (1) a performance-based measure of service quality may
be an improved means of measuring the service quality construct, (2) service quality is an
antecedent of consumer satisfaction, (3) consumer satisfaction has a significant effect on
purchase intentions, and (4) service quality has less effect on purchase intentions than does
consumer satisfaction. Implications for managers and future research are discussed.
32
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
33/72
1.5 OBJECTIVE OF THE STUDY:
PRIMARY OBJECTIVE:
The study on effectiveness of sales and distribution activities with special
reference to Fine Product Enterprises, Coimbatore.
SECONDARY OBJECTIVE:
1. To find out the factors that influences the purchase decision of consumers.
2. To identify need of new innovations of the company towards sales promotion.
3. To know about the different strategies for sales promotion in distribution
activities.
4. To suggest to be strengthened after sales services of Fine Product
Enterprises, Coimbatore.
5. To provide suggestions and recommendations for further improvements
33
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
34/72
1.6 LIMITATIONS OF THE STUDY:
All the functions are only related with the marketing department.
The data was collected through questionnaire. The response from the respondents may
not be accurate.
Time and resource were the major constraints during the execution of the project.
Since the organization has strict control in sample size, it acts as another barrier for
getting data.
Some Customers would not give proper response.
Company not allowing disclosing confidential information.
Time factor was the major limitation of this survey. Because during survey any
activity of organization which is directly or indirectly related to the production
process should not disturb due to survey.
34
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
35/72
1.7 SCOPE OF THE STUDY:
The scope of the study is to study the sales and distribution effectiveness in Fine
product enterprises. The function of marketing is to ensure that the right product is
made available at the right place, in the right quality, at the right price, at the right time
and under the right impressions to the consumer. All these righteousness is made
possible by performing the sales function. Thus, sales function is the pivotal factor in any
o rg aniza tion. I t i s even cap ab le of d ec iding the v ery exi st en ce o f an
organization. The various promotional mix elements are designed for achieving better
sales. Advertising is a necessisity with a view to maximization of the return on the money
invested. The probability of securing the optimum effectiveness is greater when advertising
is adequately planned, executed and constantly evaluated in terms of carefully crystallized
objectives. Thus, advertising offers a reason to buy while; sales promotion offers an
incentive to buy.
35
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
36/72
CHAPTER 2
RESEARCH METHODOLOGY
Research Methodology is a way to systematically solve the research problems. It may
be understand as a science of studying how research is done scientifically. The methodology
of the study would include conducting research with target audience as the distributors and
customers. This includes primary data collection by person administered survey for analysis
and final interpretation of data.
2.1 RESEARCH DESIGN
Descriptive Research is adopted in this study and the basic reason for carrying out this
research is to identify the cause of something that is happening.
Type of Research
It is descriptive type of research. Descriptive Research survey and fact finding
inquiries of different kind. The major purpose of descriptive research is descriptive the state
of affairs, as it exist at present. The methods has to researcher utilized in descriptive research
are survey methods of all kind.
2.2 Data Collection Method
The source of project depends on accurate data. Thats why data collecting the appropriate
data, which differ considerable in context money, cost, time and other resources at the
disposal researcher.
There are two types of data collection methods available:-
1) Primary Data Collection Method.
2) Secondary Data Collection Method.
36
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
37/72
Primary and Secondary data
Primary Data Collection Method.
Primary data are those that are obtain by the user for fulfillment their purpose. I have
taken Primary Data through personal visit to Fine Product Enterprises, Coimbatore At all
levels and observation methods to get more reliable information. I also collected primary
data by filled, questionnaire by the distributor and customer of the company, this data helped
me to justify the statements that have made in this project.
Secondary Data Collection Method.
The Secondary Data is that which is already collected and stored or we can say
already saved or ready data by others. I got secondary data from the journals, records,
newspapers, magazines, articles, internet etc. I collect secondary data by referring some
specimen of company and by referring some books and web sites of company from internet.
SAMPLING TECHNIQUE
Stratified random sampling
2.3 Statistical Tools Used
Percentage analysis
37
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
38/72
CHAPTER 3
ANALYSIS AND INTERPRETATION
Analysis and interpretation is the main part of the project study. The statistical methods used
to Study the Sales and Effectiveness of Fine Product Enterprises, Coimbatore.
Simple Percentage Analysis
In simple percentage analysis the number of respondents for each factor is converted
into percentage basis. So the percentage for each factors is calculated in percentage analysis.
38
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
39/72
4.ANALYSIS AND INTERPRETATION
4.1 SIMPLE PERCENTAGE ANALYSIS
Table 1 : Relationship to Fine Product Enterprises
Particulars No. of Respondents % of Respondents
Existing Customer 17 34
New Customer 15 30
Sales Executive 18 36
Total 50 100
INTERPRETATION : The above table describes the relationship to Fine Product Enterprises
which shows that 34% of the respondents are Existing Customers, 30% of the respondents
are New Customer and 36% of the respondents are Sales Executive. Major respondents
are Sales Executive only.
Chart 1 : Relationship to Fine Product Enterprises
39
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
40/72
Source : Primary Data
Table 2 : Cordial relationship
Particulars No. of Respondents % of Respondents
Very Good 2 6.25
Good 10 31.25
Average 15 46.88
Poor 5 15.63
Very Poor 0 0
Total 32 100
INTERPRETATION : The above table describes the opinion with the cordial relationship with
the company which shows that 6.25% of the respondents Stated as Very Good, 31.25% of
the respondents stated as Good, 46.88% of the respondents stated as Average, 15.63%
of the respondents stated as Poor and 0% of the respondents stated as Very Poor.
Maximum respondents stated as Average only.
Chart 2 : Cordial relationship
40
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
41/72
Source : Primary Data + Secondary Data
Table 3 : Opinion with the Sales executive
Particulars No. of Respondents % of Respondents
Very Good 2 6.25
Good 26 81.25
Average 4 12.50
Poor 0 0
Very Poor 0 0
Total 32 100
INTERPRETATION : The above table describes the opinion with the cordial Sales Executive
with the company which shows that 6.25% of the respondents Stated as Very Good,
81.25% of the respondents stated as Good, 12.50% of the respondents stated as
Average, 0% of the respondents stated as Poor and 0% of the respondents stated as Very
Poor. Maximum respondents stated as Good only.
Chart 3 : Opinion with the Sales executive
41
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
42/72
Source : Primary Data
Table 4 : Quality of the Product
Particulars No. of Respondents % of Respondents
Very Good 9 28.13
Good 7 21.88
Average 16 50
Poor 0 0
Very Poor 0 0
Total 32 100
INTERPRETATION : The above table describes the opinion with the quality of the product
with the company which shows that 28.13% of the respondents Stated as Very Good,
21.88% of the respondents stated as Good, 50% of the respondents stated as Average,
0% of the respondents stated as Poor and 0% of the respondents stated as Very Poor.
Maximum respondents stated as Average only.
Chart 4 : Quality of the Product
42
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
43/72
Source : Primary Data + Secondary Data
Table 5 : Credit Facilities
Particulars No. of Respondents % of Respondents
Very Good 0 0
Good 1 3.13
Average 26 81.25
Poor 5 15.63
Very Poor 0 0
Total 32 100
INTERPRETATION : The above table describes the opinion with the credit facilities which
shows that 0% of the respondents Stated as Very Good, 3.13% of the respondents stated
as Good, 81.25% of the respondents stated as Average, 15.63% of the respondents
stated as Poor and 0% of the respondents stated as Very Poor. Maximum respondents
stated as Average only.
Chart 5 : Credit Facilities
43
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
44/72
Source : Primary Data + Secondary Data
Table 6 : Service
Particulars No. of Respondents % of Respondents
Very Good 2 6.25
Good 22 68.75
Average 8 25
Poor 0 0
Very Poor 0 0
Total 32 100
INTERPRETATION : The above table describes the opinion with the service which showsthat 6.25% of the respondents Stated as Very Good, 68.75% of the respondents stated as
Good, 25% of the respondents stated as Average, 0% of the respondents stated as Poor
and 0% of the respondents stated as Very Poor. Maximum respondents stated as Good
only.
Chart 6 : Service
44
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
45/72
Source : Primary Data + Secondary Data
Table 7 : Opinion with the Fine Product Enterprises Compare to other competitors
Particulars No. of Respondents % of Respondents
Very Good 0 0
Good 28 87.50
Average 4 12.50
Poor 0 0
Very Poor 0 0
Total 32 100
INTERPRETATION : The above table describes the opinion with the Fine Product
Enterprises Compare to other competitors which shows that 0% of the respondents Stated
as Very Good, 87.50% of the respondents stated as Good, 12.50% of the respondents
stated as Average, 0% of the respondents stated as Poor and 0% of the respondents
stated as Very Poor. Maximum respondents stated as Good only.
45
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
46/72
Chart 7 : Opinion with the Fine Product Enterprises Compare to other competitors
Source : Primary Data + Secondary Data
Table 8 : Competitors
Particulars No. of Respondents % of Respondents
Very Good 0 0
Good 2 6.25
Average 4 12.50
Poor 21 65.63
Very Poor 5 15.63
Total 32 100
INTERPRETATION : The above table describes the opinion with the competitors which
shows that 0% of the respondents Stated as Very Good, 6.25% of the respondents stated
as Good, 12.50% of the respondents stated as Average, 65.63% of the respondents
stated as Poor and 15.63% of the respondents stated as Very Poor. Maximum
respondents stated as Good only.
Chart 8 : Competitors
46
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
47/72
Source : Primary Data + Secondary Data
Table 9: Helpline Support
Particulars No. of Respondents % of RespondentsVery Good 2 6.25
Good 30 93.75
Average 0 0
Poor 0 0
Very Poor 0 0
Total 32 100
INTERPRETATION : The above table describes the opinion with the helpline support which
shows that 6.25% of the respondents Stated as Very Good, 93.75% of the respondents
stated as Good, 0% of the respondents stated as Average, 0% of the respondents stated
as Poor and 0% of the respondents stated as Very Poor. Maximum respondents stated as
Good only.
Chart 9: Helpline Support
47
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
48/72
Source : Primary Data + Secondary Data
Table 10: Price
Particulars No. of Respondents % of Respondents
Very Good 1 3.13
Good 10 31.25
Average 21 65.63
Poor 0 0
Very Poor 0 0
Total 32 100
INTERPRETATION : The above table describes the opinion with the price which shows that
3.13% of the respondents Stated as Very Good, 31.25% of the respondents stated as
Good, 65.63% of the respondents stated as Average, 0% of the respondents stated as
Poor and 0% of the respondents stated as Very Poor. Maximum respondents stated as
Average only.
Chart 10: Price
48
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
49/72
Source : Primary Data + Secondary Data
Table 11: Product availability in your area
Particulars No. of Respondents % of Respondents
Very Good 0 0
Good 7 21.88
Average 13 40.63
Poor 6 18.75
Very Poor 5 15.63
Total 32 100
INTERPRETATION : The above table describes the opinion with the product availbility in
your area which shows that 0% of the respondents Stated as Very Good, 21.88% of the
respondents stated as Good, 40.63% of the respondents stated as Average, 18.75% of
the respondents stated as Poor and 15.63% of the respondents stated as Very Poor.
Maximum respondents stated as Average only.
Chart 11: Product availability in your area
49
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
50/72
Source : Primary Data
Table 12: Delivery of goods at the specified time
Particulars No. of Respondents % of Respondents
Very Good 2 6.25
Good 27 84.38
Average 3 9.38
Poor 0 0
Very Poor 0 0
Total 32 100
INTERPRETATION : The above table describes the opinion with the delivery of goods at the
specified time which shows that 6.25% of the respondents Stated as Very Good, 84.38% of
the respondents stated as Good, 9.38% of the respondents stated as Average, 0% of the
respondents stated as Poor and 0% of the respondents stated as Very Poor. Maximum
respondents stated as Good only.
Chart 12: Delivery of goods at the specified time
50
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
51/72
Source : Primary Data + Secondary Data
Table 13: Warranty claiming
Particulars No. of Respondents % of Respondents
Very Good 0 0
Good 29 90.63
Average 3 9.38
Poor 0 0
Very Poor 0 0
Total 32 100
INTERPRETATION : The above table describes the opinion with the warranty claimingwhich shows that 0% of the respondents Stated as Very Good, 90.63% of the respondents
stated as Good, 9.38% of the respondents stated as Average, 0% of the respondents
stated as Poor and 0% of the respondents stated as Very Poor. Maximum respondents
stated as Good only.
Chart 13: Warranty claiming
51
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
52/72
Source : Primary Data
Table 14: Company demonstration about their products
Particulars No. of Respondents % of Respondents
Very Good 6 18.75
Good 26 81.25
Average 0 0Poor 0 0
Very Poor 0 0
Total 32 100
INTERPRETATION : The above table describes the opinion with the company
demonstration about their products which shows that 18.75% of the respondents Stated as
Very Good, 81.75% of the respondents stated as Good, 0% of the respondents stated as
Average, 0% of the respondents stated as Poor and 0% of the respondents stated as Very
Poor. Maximum respondents stated as Good only.
Chart 14: Company demonstration about their products
52
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
53/72
Source : Primary Data
Table 15: Company Advertisement Awareness
Particulars No. of Respondents % of Respondents
Very Good 5 15.63
Good 19 59.68
Average 7 21.88
Poor 1 3.13
Very Poor 0 0
Total 32 100
INTERPRETATION : The above table describes the opinion with the company
advertisement awareness which shows that 18.75% of the respondents Stated as Very
Good, 81.75% of the respondents stated as Good, 0% of the respondents stated as
Average, 0% of the respondents stated as Poor and 0% of the respondents stated as Very
Poor. Maximum respondents stated as Good only.
Chart 15: Company Advertisement Awareness
53
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
54/72
Source : Primary Data + Secondary Data
Table 16 : Sales promotion activities offered by the company
Particulars No. of Respondents % of Respondents
Very Good 0 0
Good 16 88.89
Average 2 11.11
Poor 0 0
Very Poor 0 0
Total 18 100
INTERPRETATION : The above table describes the opinion with the sales promotion
activities offered by the company which shows that 0% of the respondents Stated as Very
Good, 88.89% of the respondents stated as Good, 11.11% of the respondents stated as
Average, 0% of the respondents stated as Poor and 0% of the respondents stated as Very
Poor. Maximum respondents stated as Good only.
Chart 16 : Sales promotion activities offered by the company
54
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
55/72
Source : Primary Data
Table 17 : Market Training provided by the company
Particulars No. of Respondents % of Respondents
Very Good 0 0
Good 15 83.33
Average 3 16.67
Poor 0 0
Very Poor 0 0
Total 18 100
INTERPRETATION : The above table describes the opinion with the market training
provided by the company which shows that 0% of the respondents Stated as Very Good,
83.33% of the respondents stated as Good, 16.67% of the respondents stated as
Average, 0% of the respondents stated as Poor and 0% of the respondents stated as Very
Poor. Maximum respondents stated as Good only.
Chart 17 : Market Training provided by the company
55
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
56/72
Source : Primary Data + Secondary Data
Table 18 : Requirement in the Market areas
Particulars No. of Respondents % of Respondents
Very Good 2 11.11
Good 16 88.89
Average 0 0
Poor 0 0
Very Poor 0 0
Total 18 100
INTERPRETATION : The above table describes the opinion with the requirement in the
market areas which shows that 11.11% of the respondents Stated as Very Good, 88.89% of
the respondents stated as Good, 0% of the respondents stated as Average, 0% of the
respondents stated as Poor and 0% of the respondents stated as Very Poor. Maximum
respondents stated as Good only.
Chart 18 : Requirement in the Market areas
56
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
57/72
Source : Primary Data
Table 19 : Clients response in the Market areas
Particulars No. of Respondents % of Respondents
Very Good 4 22.22
Good 8 44.44
Average 4 22.22
Poor 2 11.11
Very Poor 0 0
Total 18 100
INTERPRETATION : The above table describes the opinion with the Clients response in the
Market areas which shows that 22.22% of the respondents Stated as Very Good, 44.44% of
the respondents stated as Good, 22.22% of the respondents stated as Average, 11.11%
of the respondents stated as Poor and 0% of the respondents stated as Very Poor.
Maximum respondents stated as Good only.
Chart 19 : Clients response in the Market areas
57
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
58/72
Source : Primary Data
Table 20 : Marketing Source availability comparing to competitors against the companyParticulars No. of Respondents % of Respondents
Very Good 13 72.22
Good 5 27.78
Average 0 0
Poor 0 0
Very Poor 0 0
Total 18 100
INTERPRETATION : The above table describes the opinion with the Marketing Source
availability comparing to competitors against the company which shows that 72.22% of the
respondents Stated as Very Good, 27.28% of the respondents stated as Good, 0% of the
respondents stated as Average, 0% of the respondents stated as Poor and 0% of the
respondents stated as Very Poor. Maximum respondents stated as Very Good only.
58
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
59/72
Chart 20 : Marketing Source availability comparing to competitors against the company
Source : Primary Data
Table 21 :Advertisement activities in the company
Particulars No. of Respondents % of Respondents
Very Good 2 11.11
Good 14 77.78Average 2 11.11
Poor 0 0
Very Poor 0 0
Total 18 100
INTERPRETATION : The above table describes the opinion with the Advertisement
activities in the company which shows that 11.11% of the respondents Stated as Very
Good, 77.78% of the respondents stated as Good, 11.11% of the respondents stated as
Average, 0% of the respondents stated as Poor and 0% of the respondents stated as Very
Poor. Maximum respondents stated as Good only.
Chart 21 :Advertisement activities in the company
59
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
60/72
Source : Primary Data + Secondary Data
Table 22 : Marketing Team Strength in the Company
Particulars No. of Respondents % of Respondents
Very Good 2 11.11
Good 16 88.89
Average 0 0
Poor 0 0
Very Poor 0 0
Total 18 100
INTERPRETATION : The above table describes the opinion with the Marketing Team
Strength in the Company which shows that 11.11% of the respondents Stated as Very
Good, 88.89% of the respondents stated as Good, 0% of the respondents stated as
Average, 0% of the respondents stated as Poor and 0% of the respondents stated as Very
Poor. Maximum respondents stated as Good only.
Chart 22 : Marketing Team Strength in the Company
60
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
61/72
Source : Primary Data + Secondary Data
Table 23 : Service Team Strength in the Company
Particulars No. of Respondents % of Respondents
Very Good 2 11.11
Good 16 88.89
Average 0 0
Poor 0 0
Very Poor 0 0
Total 18 100
INTERPRETATION : The above table describes the opinion with the Service Team Strength
in the Company which shows that 11.11% of the respondents Stated as Very Good,
88.89% of the respondents stated as Good, 0% of the respondents stated as Average, 0%
of the respondents stated as Poor and 0% of the respondents stated as Very Poor.
Maximum respondents stated as Good only.
Chart 23 : Service Team Strength in the Company
61
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
62/72
Source : Primary Data + Secondary Data
Table 24 : Financial support for Sales Executive provided by the company
Particulars No. of Respondents % of Respondents
Very Good 3 16.67
Good 11 61.11
Average 4 22.22
Poor 0 0
Very Poor 0 0
Total 18 100
INTERPRETATION : The above table describes the opinion with the Financial support for
Sales Executive provided by the company which shows that 16.67% of the respondents
Stated as Very Good, 61.11% of the respondents stated as Good, 22.22% of the
respondents stated as Average, 0% of the respondents stated as Poor and 0% of the
respondents stated as Very Poor. Maximum respondents stated as Good only.
Chart 24 : Financial support for Sales Executive provided by the company
62
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
63/72
Source : Primary Data + Secondary Data
CHAPTER 4
FINDINGS, SUGGESTIONS AND CONCLUSIONS
4.1 FINDINGS
In the Relationship to Fine Product Enterprises which shows that 34% of the respondents
are Existing Customers, 30% of the respondents are New Customer and 36% of the
respondents are Sales Executive. Major respondents are Sales Executive only.
In the opinion with the cordial relationship with the company which shows that 6.25% of
the respondents Stated as Very Good, 31.25% of the respondents stated as Good,
46.88% of the respondents stated as Average, 15.63% of the respondents stated as
Poor and 0% of the respondents stated as Very Poor. Maximum respondents stated as
Average only.
In the opinion with the cordial Sales Executive with the company which shows that
6.25% of the respondents Stated as Very Good, 81.25% of the respondents stated as
63
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
64/72
Good, 12.50% of the respondents stated as Average, 0% of the respondents stated as
Poor and 0% of the respondents stated as Very Poor. Maximum respondents stated as
Good only.
In the opinion with the quality of the product with the company which shows that 28.13%of the respondents Stated as Very Good, 21.88% of the respondents stated as Good,
50% of the respondents stated as Average, 0% of the respondents stated as Poor and
0% of the respondents stated as Very Poor. Maximum respondents stated as Average
only.
In the opinion with the credit facilities which shows that 0% of the respondents Stated as
Very Good, 3.13% of the respondents stated as Good, 81.25% of the respondents
stated as Average, 15.63% of the respondents stated as Poor and 0% of the
respondents stated as Very Poor. Maximum respondents stated as Average only.
In the opinion with the service which shows that 6.25% of the respondents Stated as
Very Good, 68.75% of the respondents stated as Good, 25% of the respondents stated
as Average, 0% of the respondents stated as Poor and 0% of the respondents stated as
Very Poor. Maximum respondents stated as Good only.
In the opinion with the Fine Product Enterprises Compare to other competitors which
shows that 0% of the respondents Stated as Very Good, 87.50% of the respondents
stated as Good, 12.50% of the respondents stated as Average, 0% of the respondents
stated as Poor and 0% of the respondents stated as Very Poor. Maximum respondents
stated as Good only.
In the opinion with the competitors which shows that 0% of the respondents Stated as
Very Good, 6.25% of the respondents stated as Good, 12.50% of the respondents
stated as Average, 65.63% of the respondents stated as Poor and 15.63% of the
respondents stated as Very Poor. Maximum respondents stated as Good only.
In the opinion with the helpline support which shows that 6.25% of the respondents
Stated as Very Good, 93.75% of the respondents stated as Good, 0% of the
respondents stated as Average, 0% of the respondents stated as Poor and 0% of the
respondents stated as Very Poor. Maximum respondents stated as Good only.
In the opinion with the price which shows that 3.13% of the respondents Stated as Very
Good, 31.25% of the respondents stated as Good, 65.63% of the respondents stated as
Average, 0% of the respondents stated as Poor and 0% of the respondents stated as
Very Poor. Maximum respondents stated as Average only.
64
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
65/72
In the opinion with the product availability in your area which shows that 0% of the
respondents Stated as Very Good, 21.88% of the respondents stated as Good, 40.63%
of the respondents stated as Average, 18.75% of the respondents stated as Poor and
15.63% of the respondents stated as Very Poor. Maximum respondents stated asAverage only.
In the opinion with the delivery of goods at the specified time which shows that 6.25% of
the respondents Stated as Very Good, 84.38% of the respondents stated as Good,
9.38% of the respondents stated as Average, 0% of the respondents stated as Poor and
0% of the respondents stated as Very Poor. Maximum respondents stated as Good
only.
In the opinion with the warranty claiming which shows that 0% of the respondents Statedas Very Good, 90.63% of the respondents stated as Good, 9.38% of the respondents
stated as Average, 0% of the respondents stated as Poor and 0% of the respondents
stated as Very Poor. Maximum respondents stated as Good only.
In the opinion with the company demonstration about their products which shows that
18.75% of the respondents Stated as Very Good, 81.75% of the respondents stated as
Good, 0% of the respondents stated as Average, 0% of the respondents stated as
Poor and 0% of the respondents stated as Very Poor. Maximum respondents stated as
Good only.
In the opinion with the company advertisement awareness which shows that 18.75% of
the respondents Stated as Very Good, 81.75% of the respondents stated as Good, 0%
of the respondents stated as Average, 0% of the respondents stated as Poor and 0% of
the respondents stated as Very Poor. Maximum respondents stated as Good only.
In the opinion with the sales promotion activities offered by the company which shows
that 0% of the respondents Stated as Very Good, 88.89% of the respondents stated as
Good, 11.11% of the respondents stated as Average, 0% of the respondents stated as
Poor and 0% of the respondents stated as Very Poor. Maximum respondents stated as
Good only.
In the opinion with the market training provided by the company which shows that 0% of
the respondents Stated as Very Good, 83.33% of the respondents stated as Good,
16.67% of the respondents stated as Average, 0% of the respondents stated as Poor
and 0% of the respondents stated as Very Poor. Maximum respondents stated as Good
only.
65
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
66/72
In the opinion with the requirement in the market areas which shows that 11.11% of the
respondents Stated as Very Good, 88.89% of the respondents stated as Good, 0% of
the respondents stated as Average, 0% of the respondents stated as Poor and 0% of the
respondents stated as Very Poor. Maximum respondents stated as Good only. In the opinion with the Clients response in the Market areas which shows that 22.22% of
the respondents Stated as Very Good, 44.44% of the respondents stated as Good,
22.22% of the respondents stated as Average, 11.11% of the respondents stated as
Poor and 0% of the respondents stated as Very Poor. Maximum respondents stated as
Good only.
In the opinion with the Marketing Source availability comparing to competitors against
the company which shows that 72.22% of the respondents Stated as Very Good,27.28% of the respondents stated as Good, 0% of the respondents stated as Average,
0% of the respondents stated as Poor and 0% of the respondents stated as Very Poor.
Maximum respondents stated as Very Good only.
In the opinion with the Advertisement activities in the company which shows that 11.11%
of the respondents Stated as Very Good, 77.78% of the respondents stated as Good,
11.11% of the respondents stated as Average, 0% of the respondents stated as Poor
and 0% of the respondents stated as Very Poor. Maximum respondents stated as Good
only.
In the opinion with the Marketing Team Strength in the Company which shows that
11.11% of the respondents Stated as Very Good, 88.89% of the respondents stated as
Good, 0% of the respondents stated as Average, 0% of the respondents stated as
Poor and 0% of the respondents stated as Very Poor. Maximum respondents stated as
Good only.
In the opinion with the Service Team Strength in the Company which shows that 11.11%
of the respondents Stated as Very Good, 88.89% of the respondents stated as Good,
0% of the respondents stated as Average, 0% of the respondents stated as Poor and 0%
of the respondents stated as Very Poor. Maximum respondents stated as Good only.
In the opinion with the Financial support for Sales Executive provided by the company
which shows that 16.67% of the respondents Stated as Very Good, 61.11% of the
respondents stated as Good, 22.22% of the respondents stated as Average, 0% of the
respondents stated as Poor and 0% of the respondents stated as Very Poor. Maximum
respondents stated as Good only.
66
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
67/72
4.2 SUGGESTIONS
The company advised to improve the sales effectiveness by improving cordial
relationship with the customer.
The company advised to improve the quality of the product with the company.
Company should advise to improve the credit facilities to the customer.
Company should reduce the price for their product in order to reach the market
efficiently. Make the product available to the targeted market areas.
From Sales Executive side, the entire feedback is good. So there are many chances to
reach the targeted areas efficiently.
67
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
68/72
4.3 CONCLUSION
In today's highly competitive environment, an organization has to develop a business
strategy that provides a strategic fit between its resources and the changing business
environment.
The Proposed Title A Study on Sales and Distribution effectiveness with special
reference to Fine Product Enterprises, Coimbatore.
This case study illustrates how Fine Product Enterprises has continued to develop by
using a range of strategies based upon product/market matrix. These strategies have enabled
the company to build its business by continuing to broaden its customer base and enhance the
service it offers to Independent Business Owners, Members and Clients.
68
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
69/72
This study is carried out for 6 weeks. This study reveals in Fine Product Enterprises
Coimbatore Branch about marketing development strategies and practices maximum adopted
in their company.
CHAPTER 5
BIBLIOGRAPY
1. Marketing Management :
Philip Kolter Hall Inc. Tenth Edition, September 2001.
2. Principles of Marketing :
Richard j. Semenik and Gary J. Bamoss South West publishing Company, First
Edition, 1993.
3. Marketing :William G. Zikmund and Micheln D Amico South West publishing Company,
69
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
70/72
fourth Edition, 1993.
4. Research Methodology :
C.R Kothari Wishwa Prakashan, Second Edition, 1990.
QUESTIONNAIRE
A Study on Sales and Distribution Effectiveness with special reference to Fine Product
Enterprises, Coimbatore
1. Name of the Respondent :
2. Relationship to Fine Product Enterprises
a) Existing Customer
b) Non- Existing Customer
c) Sales Executive
5- Very Good | 4 Good | 3 Average
70
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
71/72
2 Poor | 1 Very Poor
Customer Side :
S.No Particulars 5 4 3 2 1
3 Cordial relationship
4 Sales executive
5 Quality of the Product
6 Credit Facilities
7 Service
8 Opinion with the Fine Product Enterprises
Compare to other competitors
9 Competitors
10 Helpline Support
11 Price
12 Product availability in your area
13 Delivery of goods at the specified time
14 Warranty claiming
15 Company demonstration about their products
16 Company Advertisement Awareness
5- Very Good | 4 Good | 3 Average
2 Poor | 1 Very Poor
Sales Executive :
S.No Particulars 5 4 3 2 1
17 Sales promotion activities offered by the
company
18 Market Training provided by the company
19 Requirement in the Market areas
20 Clients response in the Market areas
71
-
7/30/2019 Sales and Effectiveness on Fine Product Enterprises
72/72
21 Marketing Source availability comparing to
competitors against the company
22 Advertisement activities in the company
23 Marketing Team Strength in the Company
24 Service Team Strength in the Company
25 Financial support for Sales Executive provided
by the company