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INTRODUCTION
In today s market customer is the king of the market. So I selected this
topic for my project. The main purpose of this project is to promote the MIDC
R&D directory in B2B sector. To create and maintain the customers is very
difficult task for any company. The customer is not only the foundation stone of
the business but also the stepping stone.
The most important and interesting aspect of any project is selection of the topic
for the project to be done. The topic of the project defines the course of action to
be followed in project. So it becomes very necessary to select such a topic that
will help in appropriate application of the theories practically and to understand
& analyses the final outcomes of the project.
A Project is totally related to the Research and research is discovery of
facts. It is an attempt to discover intellectual and practical solutions through the
application of scientific methods and field work.
According to Oxford dictionary a project is defined as the careful
investigation or inquiry especially through search for new facts in any branch of
knowledge.
Market potential means Estimated maximum total sales revenue of all
suppliers of a product in a market during a certain period. The objective of the
study is to understand the consumer s pre, post behaviour, during perception of
Directory services and consumer behaviour and attitude for R&D services. To
understand the former part, the researcher created a questionnaire and conducted
a survey. The space selling to create an extensive questionnaire to create
awareness of the product and to book advertisement of R&D directory services
and other brands. The researcher had an analysis done on the 100 respondents in
pune local`s markets to identify how much of using intension is due to attributes
and how much due to influence by referrals.
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The research analysis had revealed that the consumers are satisfied
with the brand R&D and its attributes. However, R&D has not performed well
with the customers who are considerably concerned about transport services
with its cost and services. This following detailed analysis is presented in the
project report
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Scope:
1. The study is conducted in Pune
2. Study is related to marketing research technique
3. Study is conducted with the help of parameters list which include marketing as
well as operational factors
4. Study includes responses given by customer
5. Research is conducted from 17 May to 30 July 2010
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Objective
1. To find out the potential customer & best area for product
2. To find out customer preference for reference media/directory
3. To determine the promotion mix for increasing the sale of directory
4. To know and create the brand awareness in customer/target market
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2.1 INTRODUCTION:-
In the today s era of competition it is must to differentiate your product or
services to compete in market to become a market leader. It is necessary to
adopt different marketing strategies like various scheme and policies to create
demand of our services or product. In market economy consumers decides the
demand of services to be offered as the market is customer oriented so, first
producer have to analyze the basic requirement of consumer of different
segment to create demand and then fulfilled those demand. According to the
market demand and choice of customer our CEO (Chief Executive Officer)
analyzed that He can also try to make a product which will be becoming a
perfect solution for the Indian industries as well as global industries. He started
his business with very small amount which was near about Rs. 2000. He decided
that most of the Indian industries (Small Scale, Medium Scale and Large Scale)
they do not have the awareness of the policies, acts, schemes and offers which
can be beneficial for a proper planning for expanding their business.
Therefore he finalized that he will make a perfect Industrial Directory come Info
Guide for providing the awareness of that kind of important information to
them. So, firstly he established a Joint Venture Company with MIDC and
collected data for making perfect solution for Indian industries viz. ASSENT
R&D (Reference & Directory).
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2.2 HISTORY OF THE COMPANY:-
MIDC R&D is a joined venture of MIDC (Maharashtra Industrial Development
Corporation) and Assent Group of Company. They started their journey with the
Confidence of Everything Is Possible on Will Power with the help of Efforts
& Chikati! It started on 10th May 2000 by the Brand Name of ADD Samarth
(ADD Stands For: A- Aggressive D - dashing D - dynamic) & the Mission was
started with One Man Army i.e. with Mr.Rahul Amrutkar. Then, after 1 Year
ADD Samarth Converted into ASSENT With the Punch Line of Solutions
Unlimited that time 3 Yodhhas were working in this mission. Then in 2003 he
entered in Pune City with
the help of his friend. Later on, in 2006 Proprietor Firm Operations shifted in
Assent Group Brand name
Thus, for the first time the Industrial world will have the privilege to use a
Industrial Info Manual that features category wise company listing, details of
Raw Goods, Production and Product details, Supplier listing, Information of
Industrial Policies, etc.
FOUNDER AND PROMOTERS OF BUSINESS:-
The promoters of business are:-
1. Mr. Rahul Amrutkar (CEO)
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2.3 Company Profile
R&D (Reference & Directory) is the only information-
destination of all your concerns. Addresses, contacts, emails, product details,
policy dossiers, reports, documents of rules and regulations R&D is thecomprehensive assemblage comprising every nuance of Maharashtra s i ndustrial
development. Authenticated and supported by MIDC (Maharashtra Industrial
Development Corporation) and developed and maintained by Assent Group,
R&D endeavors to chronicle and steer Maharashtra s industrial history!
MIDC R&D is a joined venture of MIDC (Maharashtra Industrial
Development Corporation) and Assent Group of Company. According to the
company, Access to information is not less than a fortune holding of meticulously and thoughtfully organized information is certainly a step towards
knowledge and assurance of the authenticity of the information is enough to
set us in action to use that information as power and achieve our goals.
The idea to introduce this comprehensive Industrial
Information Manual clicked in 2003, & started the journey of it s making. This
marks a strikingly new journey for this Industrial Info Manual Project. It has just
got a new Brand name 'R&D'. It thoughtfully positions it as Reference &Directory. It promises the user for smart access to the most authentic, updated
and categorized industrial information. MIDC's official Info Manual status adds
to its class apart identity. For the first time the Industrial world will have the
privilege to use a Industrial Info Manual that features category wise company
listing, details of Raw Goods, Production and Product details, Supplier listing,
Information of Industrial Policies, etc.
The maker of R&D is a company who understand the need of
hassle free, focused and result oriented information access for end user. In this
edition company has introduced an innovative and appealing way that will foster
end-to-end information process. This will help to attain faster and effective
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access to an ocean o Industrial Information. In the time ahead R&D is poised for
innovative ideas which will make it the best in the class on-shelf search partner.
www.midcdirectory.org, the online info -guide is the
realization of incessant efforts carried out by Assent R&D team with the support
of Maharashtra Industrial Development Corporation (MIDC), an apex governing
body steering the balanced industrial growth in Maharashtra.
2.4 COMPANY MISSION:-
To become a Unique Industrial Information Provider to Market & Promote the
Indian Industry Globally.
2.5 COMPANY VISION:-
1. Working Passionately & Purposefully to Enhance Customer Experience
2. To give Innovative, Cost Effective & Quality Conscious Products/ Services to
the Customer
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2.6 ORGANIZATION STRUCTURE:-
CHAIRMAN
BOARD OF DIRECTORS
GM(HRM)
GM(PRODUCTION)
GM(MARKETING)
GM(FINANCE)
AMO(MARKETING)
CEO
SALES
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2.7 PRODUCT OF COMPANY:-
There is currently only one product i.e. Industrial Directory on which research
work was conducted. Directory is divided into 3 sections
1. Information Section
2. Alphabetical Section
3. Product Category Section
1. INFORMATION SECTION:-
I. R&D Helpline
ii. Business Guidelines, Procedures &Permission
iii. Statutory Compliance
I. R&D Helpline:-
MIDC official s nos. MIDC head office nos.
Regional Helpline MPCB S Nos. IAS & IPS officers Nos. Government Publicity & PRO Department Nos. Court & Forum Nos. Industrial Trade Organization & Institute Nos. Export Promotional Council & Custom Department Nos.
Defence Nos. Flight & Local Timetable Important websites
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ii. Business Guidelines, Procedures &Permission:-
MIDC in Brief ( Activities, Future plans, IT parks, Specialized parks, various
SEZ,s, MIDC initiatitives in Power Field )
MIDC Procedure and Byelaws ( Plot allotment, water connection, plan approval,
Building Completion)
Land and Water Rates ( All MIDC areas in region)\ Salient Features ( District & Area wise) Tourism Features Potentials for investment in Region Maharashtra Industrial Policy Small Scale Industrial Policy SISI Ministry Features Auto cluster feature Maharashtra Vision 2020 by MEDC Industrial Area Map
iii. Statutory Compliance:-
Factory Act, EPF, & Miscellaneous provision, ESI Act. Workmen s compensation, Mini wages Act, Payment of wages act, Child
Labour Act.
Payment of gratuity act, Mumbai labour welfare act. Bombay Shops and Establishment Act Contract Labor Act.
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2. ALPHABETICAL SECTION:-
Arrangement is District wise Alphabetical Format is Unique
( Format should be placed)
It also includes every MIDC plot holder with Non- MIDC manufacture,
industrial estate, co-operative indl estate, SEZ & Clusters.
3. PRODUCT CATEGORY SECTION:-
Every company which is in Alphabetical section is arrange by Product Wise
Alphabetical
MANPOWER SCENARIO:-
Company has around 30 employees in Pune region.
2.8 FUTURE PLANS:-
1. They are going to start Educational institute for diploma courses
MARKET AREA: - (Reach)
It is published in seven regions of Maharashtra.
Mumbai Pune Nasik
Kolhapur Nagpur Aurangabad Konkan
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2.10 SWOT Analysis for MIDC R&D-
STRENGTHS
1. Strong back-up of parent MIDC.
2. Large investment in Research & Development by MIDC.
3. First to introduce government (i.e MIDC) official directory.
WEAKNESS
1. Comparatively weak network in remote and outside MIDC.
2. Delay in launch.
OPPORTUNITY
1. In India the existence of business to business directory is scarce.
2. Government taking steps to promote the business at various levels.
3. Rapid urbanization.
4. Easy availability of finance.
THREATS
1. High competition in directory market in general.
2. Delay in launch in consecutive years
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3.1 MARKET POTENTIAL
3.1.1 ABSTRACT
Market potential analysis is not market forecasting, although forecasting when
the potential of a market might be realized can be part of the analysis. At base,
market potential analysis sizes markets based upon a sequential and increasingly
refined process from global or regional to national markets and business,
consumer and other segments within national markets.
3.1.2 Defining Market Potential Analysis
Market potential analysis is a strategic tool to identify market opportunities andinvest resources where they will have the greatest return in the long run. Market
potential analysis is not used for short-term forecasting, but can help to target
markets with high growth potential in the future.
Market potential analysis enables companies to:
Categorize countries as lead markets, break-out markets emerging markets. Quantify market potential for a given product by country, region or globally,
now and In future
Identify growth drivers and barriers in those markets. Understand how to exploit growth markets by tailoring marketing, product
development and production strategies to meet customer demands and overcome
market barriers.
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3.1.3 MARKET POTENTIAL INFLUENCERS
Many forces influence market potential, demand drivers is one of them
Demand drivers
Utility of product Size and Wealth Supporting Infrastructure
Demand Drivers
Demand drivers are the factors that affect the size, readiness or exploitability of
markets. Three are especially important.
The first is the size and wealth of a market. This determines the number of
households, companies, government agencies and other organizations that can
actually afford to buy a product. This is not a simple calculation, and average
figures such as total population and GDP per capita offer only a starting point.
Other factors include household income distribution and the structure of the
business sector. Much of the value of market potential analysis comes in
calculating accurately the number of potential customers there are for a givenproduct.
The second is the utility of a product in a particular market. This varies
according to the nature of the product and the characteristics of the market. For
instance, if you are selling an English-only online service, the number of people
who speak English in a given market will determine the value of the service.
Similarly, if you are selling PCs for small businesses, the value of the systems
will depend on how easily they can be networked and communicate internally.
The third demand driver is the supporting infrastructure for a product. Frozen
foods require refrigerators, and refrigerators require electricity, so the demand
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for frozen foods is dependent on the presence of reliable, the necessary
infrastructure can include telephone lines, satellite uplinks, and human resources
such as skilled programmers, technicians and users. The quality of infrastructure
generally corresponds to national wealth, but there are significant differences
among countries at similar levels of wealth.
3.1.4 GOALS-
Market potential describes the maximum capacity of a defined market for a
specific product /a service within a defined time period. In this context market
refers to the total of all potential consumers with a certain need or desire who are
willing or able to satisfy this need or this desire through the purchase of
products/services. The sales potential can then be derived from results of the
market potential analysis .market potential consist of the upper limit of the total
demand which would theoretically be converged on at infinite rise of marketing
expenditures of relevant products
How successfully newly developed product will sell on the market?
Planning development and introduction of new product is always associatedwith uncertainty. Specific knowledge regarding potential target consumers and
their probable spending on the new product provides more certainty concerning
the market success of new product development. we can offer precise and
reliable information in this area after conducting a market potential analysis.
3.1.5 APPLICATION-
Market potential analysis is especially used for growth or unsaturated markets
for which market size cannot simply be estimated through the actual market
volume. Market potential analysis offers decision support for specific question
for which such as;
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Exploration of potential target market Evaluation of ideas(screening) Determination of company locations Designations of sales areas
How to determine the market potential for products and services
3.1.6 ACCESS MARKET OPPOURTINITIES
Market analysis services from Mapping Analytics will provide the key
intelligence we need to rank and prioritize markets. We will know:
The top new geographic markets to target based on customer or revenue
potential
Which markets where you currently do business have untapped potential
Gaining this market understanding is essential to growing and expanding your
business. But it isn't enough on its own.
What steps should be taken to gain market share where there is market
potential?
There is need to act upon new found market understanding by deploying sales
and marketing resources effectively.
This is where Mapping Analytics separates from other firms that might offer us
analytic services. It can help us to choose higher-performing store or business
locations, align sales force more productively, and acquire prospect lists.
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3.2 Promotion
It is one of the four elements of marketing mix (product, price, promotion,
distribution).
It is the communication link between sellers and buyers for the purpose of
influencing, informing, or persuading a potential buyer's purchasing decision.
The term "promotion" is usually an "in" expression used internally by the
marketing company, but not normally to the public or the market - phrases like
"special offer" are more common
There are different ways to promote a product in different areas of media.
Promoters use internet advertisement, special events, endorsements, and
newspapers to advertise their product. Many times with the purchase of a
product there is an incentive like discounts, free items, or a contest. This is to
increase the sales of a given product Promotion:-
It stands for various activities the company undertakes to communicate its
products merits and to persuade target customers to buy.
Marketers have adopted a communications view of their f irm s promotional
activities. The promotional mix includes:-
1. Advertising
2. Publicity
3. Personal Selling
4. Sales promotion
Advertising is communication with current and potential customers andconsumers, done through paid mass media. The channels of communication can
be TV, radio, Internet, billboards, etc.
Public Relationship (PR) is communication toward public, but is turned more
to reputation and image of the company, than to its products. The PR activity
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can be a press conference, TV interview with company representative, press
article about donation of the company to charity or about latest environmental
project.
Personal Sales is a way of promotion activity where sales representative is
directly contacting the customer. This person-to-person contact has the goal of direct promotion of the product and conclusion of sales.
Sales Promotion represents a set of different promotional activities that has
the goal of animating customers for purchasing. This can be value offer (
discount ), quantity offer ( 2+1 ), prize drawings, merchandising, direct contact
by animators in retail outlet, etc .
MIDC R & D company uses following promotional tools for promoting their
product:-
a) Dealers Network
b) Telemarketing
c) Personal Selling
d) Publicity
a) Dealers Network:-
The company have very large dealers network. They make most of their
products available in target market through their dealers.
b) Telemarketing:-
The company uses telemarketing for doing publicity of their different products
and developed product qualities. The company uses this tool for follow-up old
customers and to tell them about new innovation about the products.
c) Personal Selling:-
The marketing or sales people of the company visits the different companies in
which their directory can be used and tell them the features of the directory, as
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3.2.2 Promotional Strategy
Once the producer has reviewed all the possible promotional tools, he/she must
devise a promotional strategy. A
promotional strategy should address the following issues: What is the goal of the promotion? What types of promotion should be used? What effect should the promotion have on the customer? Which promotion is working? Which promotion is not working?
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4.1 INTRODUCTION:-
Research methodology is the method followed to conduct designed plan,
structure and strategy of investigation conceived so as to find out the results. As
research focuses on the discovery of ideas. In order to achieve objectives of the
project, data is collected from various sources
4.2 RESEARCH METHODOLOGY:-
Research Methodology is a way to systematically solve the research problem. It
may be understood as a science of studying how research is done scientifically.
In it we study the various steps that are generally adopted by a researcher in
studying his research problem along with logic behind them. It indicated an
exhaustive search and investigation into some accepted principle andconclusion, so as to bring into light some new and novel facts.
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4.3 STEPS CONDUCTED IN RESEARCH:-
Define Research problem
Review concepts & theories
Research Design
Collecting Data
Data interpretation & Analysising
Preparing a Research report
Recommendations
Follow up
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From above figure it understands that researcher has undertaken all this steps for
doing research. It tells a process of a systematic and in depth study or any
particular topic subject or area of investigation, backed by the collection,
compilation, presentation and interpretation of relevant details or data. Thesesteps are interrelated to each other and do not necessarily follow a linear path.
4.4 STATEMENT OF THE PROBLEM:-
Market research has vast scope, which consist of the research regarding
environmental studies i.e. socio-cultural, political, legal, psychological,
technological, economic, demographic, natural environment. The title of the
project is A Study of Market potential and Promotional activity of MIDC
(Assent R&D) . My present research deals with finding out the marketing mix
strategy followed by the company and knowing whether the customers are
satisfied with it.
Marketer generally talks about potential market, served market or market
penetration. The market is a set of actual and potential consumers and
customers. It is important to know the preferences of the consumers
The title of project is a general term as research touches different aspects right
from consumer s preference to directory s expectation and knowing efficiency
of distribution system. The main focus was on the major players in directory.
The position of the market player is found out in terms of various parameters
like brand, preference etc for prescribed region.
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4.5 METHODOLOGY USED IN THE PROJECT:-
For doing the study of Marketing Mix Strategies of MIDC., Pune, the
researcher has prepared the schedule with the help of books, articles, etc. Then,
the survey has been undertaken of different customers from different area. The
customers were personally visited for collecting their views regarding
company s product, services and overall marketing mix strategies and also tell
them to suggest some measures for change.
Data Sources:-
The required data is collected through primary and secondary data.
1. Primary Source:-
It is the data, which is collected fresh, and for the first time by the researcher for
the project.
Researcher has collected the primary information using schedule and by taking
interview of customers.
2. Secondary Sources:-
The data, which already exist and has been analyzed for some other purpose istermed as secondary data.
Researcher has collected secondary information with the help of books and
various websites available on Internet .
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4.6 Research Approach:
Researcher has used the descriptive approach for the collection of data.
Descriptive research gives emphasis on description & such studies are simply
fact gathering expedition. Descriptive studies attempt to obtain a complete &
accurate description of situation. The descriptive designs are Cross- sectionaltype and Focus group. Researcher has done the cross sectional research. The
purpose of under taking this survey was to collect information of market through
existing customers.
4.7 Instruments:-
Research instrument used for data collecting is questionnaire and observations.
1. Questionnaire:-
The questionnaire is prepared in a well-structured and non-disguised form so
that it is easily understandable and answerable by everyone. The type of
questions include in the questionnaire are close-ended questions, multiple choice
questions and dichotomous questions.
2. Observation:-
Researcher has also collected some information through observation.
4.8 Sampling:-
1. Sample selection procedure:-
The sampling method adopted for selecting the respondents was convenience
sampling. In convenience sampling, is a type of non-probability sampling which
involves the sample being drawn from that part of the population which is close
to hand. That is, a sample population selected because it is readily available and
convenient. For example, if the interviewer was to conduct such a survey at a
shopping center early in the morning on a given day, the people that he/she
could interview would be limited to those given there at that given time.
The purpose behind choosing this method was lack of information. Also it was
not possible to revisit a place because of large distance. For project work,
interviews had been conducted of customers for data collection purpose.
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2. Sample Size:-
The size of the sample was selected keeping in mind the time available, natureof study and as per convenience. Sample size selected was 100.It was conducted
in Pune region.
Data Analysis:-
For analyzing collected data researcher has used graphs, pictures, tables, charts
and simple statistical tool i.e. percentage.
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Limitations
1. Sample size was small hence does not represent the whole population and hence
quantitative research is hindered.
2. Psychology and temperament of respondents (customers) play a significant
role.Some respondents are more sensitive as against tolerant ones.Composition
of respondent can affect the answers adversely or favourably.
3. Respondent may not be true in answering and may be baised
4. Sample size was small hence does not reflect exact view
5. It was not feasible to contact some of the respondents
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DATA ANALYSIS
INTRODUCTION:-
Marketing Mix is very important for every organization as they enhance the
product and make it attractive to the customers and as well as an it gives them a
competitive edge. The researcher surveyed 100 customers to know the
company s healt h and marketing mix strategies.
This study is finished with the respect of MIDC Reference & Directory.
DATA ANALYSIS:-
The data is analyzed in following way:-
1) Which sources you use for advertising your product?
Media used for advertising the product
Following table describes various sources used for advertisement.
Sr. No. Media Respondents
1 Reference Magazine 60
2 Newspaper 30
3 Directory 90
4 Hoarding 20
5 Exhibition 45
6 Electronic Media 40
Total285
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Source: - (Primary data)
Media preferred for advertisement
Following graph shows media preferred for advertisement
Above table shows that 60 of samples preferred reference magazine foradvertisement of their product, 30 preferred newspapers, 90 samples usesdirectory, 20 samples preferred hoarding, 45 samples preferred exhibitions and40 of them preferred electronic media
Most of the samples preferred all types of media for advertising their products,but directories are mostly preferred by all of them.
Researcher concluded that company has wide scope for his directory as peoplewidely preferred directories for giving advertisement as compare to other
media s.
ReferenceMagazine
Newspaper Directory Hoarding Exhibition ElectronicMedia
60
30
90
20
45
40
Media used for Advertisement
Respondents
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2) Do you know our MIDC Industrial directory?
Known of Directory
Following table describes how many of them known the directory
Known of Directory
Following graph describes how many of them known the directory
Above table indicates that 9 % of samples do not know about directory.Researcher concludes that customers are aware of this directory.
Known of Directory
91%
9%
YesNo
Sr. No. Parameter No. of Respondent Percentage
1 Yes 91 91%
2 No 9 9%
Total 100 100%
n= 100
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If yes, could you specify from where you came to know
Sources of the product
Consumers get needed information of our directory from different sources
Source: - (Primary Data)
Sources of the product
Following graph shows sources of the product
19%
5%
63%
3%10%
Sources of the Product
Dealers Friends Company Agent Relatives Exhibitions
Sr.No.
Parameter No.of Respondent
Percentage
1 Dealers 19 19%
2 Friends 5 5%
3 CompanyAgent
63 63%
4 Relatives 3 3%
5 Exhibitions 10 10%
Total 100 100%
n = 100
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Above table shows that 19% of samples know about the products from dealers, 5
% of people know it from friends, 63% of samples know it from company agent,
3% of it known from relatives and 10% from exhibitions.
Most of the samples have come to know about the directory from company
agent and very less from relatives, dealers and exhibitions.
Researcher concludes that company should concentrate more on promotional
activity as the product is not known to customers, if company agents visit that
particular company then only the product will be known, so it is not possible to
reach each and every area. Hence, various promotional activities should be
conducted.
3) Should company use promotional activities for product awareness?
Promotional activities for product
Following table shows opinions of promotional activity of product
.
Source: - (Primary Data)
Sr.No
Parameters No. Of Respondent
Percentage(%)
1 Yes 100 100%
2 No - -
Total 100 100%
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Above table point out that 100% of samples say there should be promotional
activity, because it will be known in MIDC as well as non- MIDC areas.
If yes, then through what source it should be done?
Various ways of advertising the product
Following table shows ways of advertising the product.
Source: - (Primary data)
Various ways of promoting directory
Following graph shows customers recommending various ways of promoting
the directory
Sr.No.
Parameters No. Of Respondent
Percentage
1 IndustrialMagazine
59 59%
2 Newspaper 17 17%
3 Hoardings 4 4%
4 Company visits 20 20%
Total 100 100%
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Above table indicates that 59% of samples say to promote directory by giving
advertisement in industrial magazine, 17% of samples says to give in
newspapers, 4% says hoardings and 20 % says to do company visits.
Most of the samples say that to give advertisement in industrial magazine, so
that it may come to know to all industrial people, as they do refer the industrial
magazines. Researcher concludes that it is a best way to promote its directory.
Various ways of promoting directory
59%17%
4%
20%
Industrial MagazineNewspaperHoardingsCompany visits
n = 100
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4) For what purpose you prefer our directory?
Purpose for referring directory
Following table describes purposes of preferring our directory
Source: (Primary Data)
Purpose for referring directory
Following graph shows why customers prefer directory.
Purpose for referring directory
45
18
33
405
101520253035404550
To giveadvertise
Forinformation
For contactdetails
MIDC Rules&
Regulation
Parameters
P e r c e n
t o
f r e s p o n
d e n
t s
Percentage (%)
Sr. No. Parameter No. of respondents
1 To give advertise 45
2 For information 18
3 For contact details 33
4 MIDC Rules &Regulation
4
Total 100
n= 100
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Above table states clearly that 45% of samples preferred directory for giving
advertisement, 18 % of samples preferred for information which is present in the
directory, 33% preferred for maintaining contact details and only for 4 % MIDC
Rules & Regulation.
Researcher concludes that mostly people preferred directory for giving
advertisement and to know the contact details for various companies. So, the
company should concentrate on these factors and provide the updated
information to the customers.
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5) You give advertisement in MIDC R & D on what basis?
Advertisement on what basis
Following table describes advertisement is given in directory on whichparameter.
Source : - (Primary Data)
Sr.No.
Parameter Preference
1 2 3
Total
1 Brand Name 26 44 30 100
2 B2BDirectory
41 30 29 100
3 Generatingnewcustomer atindustriallevel
33 26 41 100
Total 100 100 100 300
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Advertisement on what basis
Following graph describes advertisement is given in directory on whichparameter.
Above table indicates that for Brand name, 26 samples gives 1 st preference, 44
samples gives 2 nd preference and only 30 samples give 3 rd preference to it.
For B2B directory 41 samples give 1 st preference, 30 samples give 2 nd
preference and 29 samples give 3 rd preference to it.
For generating new customers at industrial level 33 samples gives 1 st
preference, 26 samples give 2 nd preference and 41 samples give 3 rd preference to
it .
Advertisement on what basis
26
41
33
44
3026
30 29
41
05
101520253035404550
Brand Name B2B Directory Generating newcustomer at
industrial level
Parameters
F r e q u e n c y
Series1Series2Series3
n= 100
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Researcher has examined from above table that customers use this company s
directory because it is the only B2B directory and having the brand name as
MIDC R & D .They give equivalent preference to generate the new customers
because basic motto every business is growth.
Sr.No.
Parameter (lakhs) No. of respondents
1 0 to 2 30
2 2 to 20 55
3 20 to 100 12
4 100 to 150 3
Total 100
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6) What is your annual media budget?
Annual budget of advertisement
Following table describes annual budget of advertisement
Source: (Primary data)
Annual Budget of advertisement
Following graph shows annual budget of advertisement of customers
Above table indicates that 30% of samples have annual budget for advertisement
from 0-2 lakhs, 55% have from 2-20 lakhs, 12% of them are having from 20-100
lakhs and only 3% were having 100-150 lakh budget.
Most of the samples come in the range of 2 to 20 lakhs and o to 2 lakhs, it means
that samples preferred in giving advertisements in various medias and company
have lots of potential customers in the market.
Annual budget of advertisement of customers
30%
55%
12% 3%
0 to 22 to 2020 to 100100 to 150
n=100
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Researcher concludes that company should utilized this database and target the
customers accordingly and have the opportunity to tab this customers
7) What are the other brands or directory you were using?
Various Brands used by the customers
Following table describes different brands used by the customers
Various brands used by the customers
Following graph shows which brands are used by the customers.
Sr.No.
Parameter No. of respondents
1 Just Dial 78
2 India Com 67
3 Info Media 56
4 MID 61
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Above table points out that mostly all the samples prefer all the directories. It
shows lots of competition in the market. Company has a chance to do best in the
market and have much potential market. So, company should make his product
such a way that it stands out different in other competitors.
Various brands used by customers
7867
56 61
01020304050
60708090
Just Dial India Com Info Media MID
Brand names
R e s p o n d
e n
t sJust Dial
India ComInfo MediaMID
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8) What different features you found in their directories?
Different features found in other directories
Following table shows different aspects of other directories which differ fromour directory.
Source: - (Primary Data)
Different features found in other directories
Different Features found in other Directories
48
62
48
0
10
20
30
40
50
60
70
Brand Name B2B Directory/ Reach in
industrial level
Generating newcustomers
Parameters
F r e q u e n c y
No. of respondents
Sr.No.
Parameter No. of respondents
1 Brand Name 48
2 B2B Directory/Reach inindustrial level
62
3 Generating newcustomers
48
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Following table shows different aspects of other directories which differ from
our director
Above graph indicates that all the samples give importance to all the categories.
Mostly they give more preference to the B2B directory as it has direct reach to
the industrial level.
9) Should company increase their circulation of their directory?
Opinions to increase circulation
Following table shows opinions of increasing the number of circulation
.
Source: - (Primary data)
Above table shows that all the respondents do agree that there should be
increase in circulation to the non- MIDC area also, so that directory will be
known to every industry.
Sr.No.
Parameters No. Of Respondent
1 Yes 100
2 No -
Total 100
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10 ) How are the aesthetic/ quality of our product?
Opinion on Quality/ Aesthetics of Directory
Following table shows opinions of customers towards quality of directory.
Sr.No.
Parameter No. Of.Respondent
1 Excellent 6
2 Good 43
3 Average 47
4 Fair 4
Total 100
Source: - (Primary Data)
Opinion on aesthetics of directory
Following graph shows aesthetics of the directory
Above table indicates that 47% of samples say that the quality of directory is
average, 43% say it is good, 4% of them said it is fair and only 6% said it is
excellent.Majority of samples like the product averagely, so there is scope of
changes in it because it should be made attractive also.
Opinion on quality of product
6%
43%47%
4%
ExcellentGoodAverageFair
n=100
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11) As compare to the other brand/ competitors what you will say about theprices of advertisement in our directory?
Opinion on prices of advertisement in directory
Following table shows opinion of prices of advertisement in directory as
compare to competitors
Source: - (Primary data)
Opinion on prices of advertisement in directory
Following graph shows opinion on prices of the advertisement in the directory
Above table point out that 57% of samples are saying that the prices of advertisement are high, 40 % say it is average and only 3 % of them say it is
low.Prices of the advertisement in MIDC directory is high as compare to othercompetitors. Researcher concludes that when there is lot of competition in themarket then to remain in the market there is necessary to reduce the prices of theadvertisement. Then the ratio of customers may increase.
Opinion on prices of advertisement
57
40
30
10
20
30
40
50
60
High Average Low
Parame ters
P e c e n
t o
f r e s p o n
d e n
t s
HighAverageLow
Sr.No.
Parameters No. Of Respondent
1 High 57
2 Average 40
3 Low 3
Total 100
n=100
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12) In what you are convenient to have directory?
Opinion on convenience of having directory
Following table shows desire of customers to have directory in what way
Source: - (Primary data)
Opinion on convenience of having directory
Following graph shows opinion on requirement of directory to customers.
Above table indicates that 79% of samples wants different directory for differentregion whereas 21% of them wants single directory for every region.Researcherexamined that company had applied the strategy different directories fordifferent regions are being accepted by most of the customers and they feelconvenient to have in the same way.
Opinion on convenience
0% 21%
79%
Single directory to allregionDifferent directory to everyregion
Sr.No.
Parameters No. Of Respondent
Percentage
1 Single directoryto all region
21 21%
2 Differentdirectory toevery region
79 79%
Total 100 100%
n=100
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13) For what purpose do you use our directories?
Reasons to give advertisement in directory
Following table shows reasons why the customers use or give the advertisementand the didirectory
Source: - (Primary data)
Sr.No
Parameters No. Of Respondent
Percentage
1 Entering in new/ businessexpansion
30 30%
2 Various projectsof MIDC
7 7%
3 Knowledge of MIDC areas
12 12%
4 To maintaincontacts
51 51%
Total 100 100%
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Reasons to give advertisement in directory
Following graph shows reasons to give advertisement in directory.
Above graph indicates that 51% of samples wants to maintain contacts, 12% of
them wants to know knowledge of MIDC areas, 7 % of them want to know
various projects of MIDC, and 30% of them entering in new.
Researcher examined that mostly customers uses the directory for maintaining
the contacts, know the various information of MIDC and different project which
are being handled in the MIDC. And the one needs to enter into new business
they also preferred to give advertisement in the directory.
Use of Directory
30%
7%12%
51%
Entering in new/ business expansionVarious projects ofMIDCKnowledge of MIDCareasTo maintain contacts
n=100
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14) Having started using our directory, do you feel that the following
attributes are present in your choice?
Attributes of product
Following table shows different attributes of the directory
Source: - (Primary data)
Above table explains that directory posses all the attributes, but most samples
are happy towards the after sales service, updated information and sufficient
information.
Researcher examined that samples are not happy with prices of the
advertisement in the directory, and they also have a complaint that the directory
did not published at the time.
Sr. No. Parameters No. of Respondent
1 Prompt delivery 45
2 Good after sales service 67
3 Received response fromcustomers
43
4 Updated database 78
5 Prices are affordable 31
6 Sufficient information 89
7 Published in time 23
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15) What are the reasons for dissatisfactions?
Reasons for dissatisfaction
Following table shows various opinions of dissatisfaction towards product.
Source: - (Primary data )
Reasons for dissatisfaction
Following graph shows various opinions of dissatisfaction towards product.
Above table indicates that 56% of samples are not satisfied with delivery of
directory in time and 44% of them are not satisfied because they are not gettingresponse from the directory.
Researcher examined that people are giving advertisement of preferring thedirectory on the basis of its brand name or it is the only business to businessdirectory but due the lack of proper delivery the customers are facing theproblem of not getting the response from the directory.
Reasons for dissatisfaction
56%44% Not prompt delivery
No Response fromdirectory
Sr.No.
Parameters No. of Respondent
Percentage
1 Not promptdelivery
56 56%
2 No Responsefrom directory
44 44%
Total 100 100%
n=100
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OBSERVATIONS
1. Most of the customers are not aware of the product in MIDC areas as well as in
non MIDC industrial areas.
2. Cost of the advertisement is high as compare to other directories such as India
com, just dial and many other.
3. Some companies give advertisement in Just dial and India com as they are
popular in market and cost is also less.
4. In non MIDC industrial area some companies do not entertain with employees
as they say it is of MIDC area so what will be the use do by giving
advertisement.
5. Most of the existing customers were not happy with the last year service of the
company as directory was not published on time and circulation was not doneproperly.
6. Some existing customers said they didn t got any response from last year
advertisement so not giving advertisement this year.
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ConclusionsGeneral Conclusions:-
1. MIDC R & D is the only official directory which brings buyers and sellerstogether.
2. Complaints of customers are handling in proper manner.3. Company have readership of over 23.50 lakhs throughout the year.
Specific Conclusions:-
1. Researcher found that company has wide scope for his directory as people
widely preferred directories for giving advertisement as compare to other
media s.
2. Most of the customers came to know about the directory through company
agent, so promotional activity should be conducted.
3. Researcher found that customers prefer MIDC R & D for giving
advertisement and to know the contact details for various companies rather than
the information of MIDC.
4. Researcher found that customers use this company s directory because it is
the only B2B directory and having the brand name as MIDC R & D.
5. Company has lots of potential market as customers prefer all types of
directories for promoting their business6. Researcher came to know that the circulation of directory should be increased.
7. Physical Appearance of the directory is averagely good.
8 .Researcher found that prices of the directory are affordable to the customers
but prices of the advertisement in directory are found higher than the competitor,
so the customers are not satisfied with the prices.
9. Researcher came to know that customers are happy with the concept of
having different directories at different regions.
10. Customers say that they get the, sufficient information and very updated
data.
11. Customers are dissatisfied because they are not getting the directory in time.12. Some customers say that they didn t get response from the directory. Hence, the satisfaction level of customers is average due to price of advertisement, delivery of product.
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Suggestions
1. Company should review pricing of product. Because price of advertisement is
high as compare to other competitors like india com, just dail, MID.
2. It should carry promotional activity of their directory by giving advertise inindustrial magazine, or promoting it in industrial exhibitions.
3. It should take feedback from customers for increasing the level of
satisfaction.
4. It should review expectation of customers towards products as what
customers want in directory as extra features.
5. Company should publish the directory in time.
6. It should try to keep the entire data base updated.
7. Circulation of directory should be increased in MIDC area as well as in non-
MIDC area.
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Bibliography
Books
Kothari .C. R., Research Methodology.
Sherlekar.S.A, marketing management Himalaya publications. E.d=1996
MagazinesNinan T N. Business Standard .
Websites-
www.midcindia.org
www.rndassent.com
www.midcdirectory.org
http://www.midcindia.org/http://www.rndassent.com/http://www.rndassent.com/http://www.rndassent.com/http://www.midcindia.org/8/3/2019 ketan final 2 20-10-102
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If yes, then through what source it should be done?
Public relation Hoardings Advertisement in industrial magazines
Company Visits
4) For what purpose you prefer our directory?
To give advertise For information For Contact details
MIDC Rules & Regulation., Enquirin
If any other (please specify)
5) You give advertisement in MIDC R & D on what basis?
Its Brand name B2B directory Generating new
customers
Reach in industrial level If any other, please specify
6) What is your annual media budget?
0-2 lakhs 2-20 lakhs 20-100 lakhs
100lakhs-150 lakhs other specify
7) What are the other brands or directory you were using?
Just Dial Info Media India Com
MID If any other, please specify
8) What different you found in their directories?
No. of Circulation Price Brand Name
Appearance of product Industrial Information, B2B
9) Should company increase their circulation of their directory?
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Yes No
10) How are the asthetic/ quality of our product?
Excellent Good Average Fair
11) As compare to the other brand/ competitors what you will say about the
prices of advertisement in our directory?
High Average Low
12) In what you are convenient to have directory ?
Single directory to all region
Different directory to all regions
13) For what purpose do you use our directories?
Entering in New
Business Expansion
Various projects of MIDC
Knowledge of MIDC areas
To maintain contacts
14) Having started using our directory, do you feel that the following attributes
are present in your choice.
Prompt delivery Updated database sufficient information
Prices are affordable Good after sales service.
Received response from customers
Published in time
15) If existing customer, then are you satisfied with the directory?
Yes No
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If no then what is the reason? (Please rank the below from 1-3 which you think
will help us to increase our market base)
Not prompt delivery
No response from directory
Any other please specify..
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