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MBA PROJECT BOYZ
CHAPTER 1
INTRODUCTION
1.1 INTRODUCTION
The title of the project is “ANALYSIS TO FIND OUT HOW TO ADD VALUE
IN WHOLESALING IN ADONIZE GIFTS, BANGALORE”. ADONIZE GIFTS is a
wholesaler- distributor company engaged in corporate gifts distribution.
Value of a product within the context of marketing means the relationship
between the consumer's expectations of product quality to the actual amount paid
for it. It is often expressed as the equation:
Value = Benefits / Price
Or alternatively:
Value = Quality received / Expectations
There are parallels between cultural expectations and consumer
expectations. Thus pizza in Japan might be topped with tuna rather than pepperoni,
as pizza might be in the US; the value in the marketplace varies from place to place
as well as from market to market.
For a firm to deliver value to its customers, they must consider what is known
as the "total market offering." This includes the reputation of the organization, staff
representation, product benefits, and technological characteristics as compared, to
competitors' market offerings and prices. Value can thus be defined as the
relationship of a firm's market offerings to those of its competitors.
Value in marketing can be defined by both qualitative and quantitative
measures. On the qualitative side, value is the perceived gain composed of
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individual's emotional, mental and physical condition plus various social, economic,
cultural and environmental factors. On the quantitative side, value is the actual gain
measured in terms of financial numbers, percentages, and dollars.
For an individual to deliver value, one has to grow his / her knowledge and
skill sets to showcase benefits delivered in a transaction (e.g., getting paid for a job).
For an organization to deliver value, it has to improve its value: cost ratio.
When an organization delivers high value at high price, the perceived value may be
low. When it delivers high value at low price, the perceived value may be high. The
key to deliver high perceived value is attaching value to each of the individuals or
organizations -- making them believe that what you are offering is beyond
expectation -- helping them to solve a problem, offering a solution, giving results,
and making them happy.
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1.2 STATEMENT OF THE PROBLEM
The statement of the problem is as follows on “Analysis to find out how to add
value in wholesaling” in Adonize Gifts, Bangalore.
1.3 OBJECTIVES
The main objective of the study is to find out how to add value in
wholesaling in Adonize Gifts.
To find out the satisfaction level of customers in the market.
To find out the importance of implementing Total Quality Management in
Adonize Gifts.
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1.4 SCOPE OF THE STUDY
This study creates practical awareness
This study creates knowledge about value creation techniques
This study helps us to know about the various value creation methods
used in the wholesaling industry
It helps us to analyze the customer relationship management
practices
1.5 LIMITATIONS OF THE STUDY
The study is limited by the knowledge and experience of the
researcher on the project.
Time is a limiting factor for deep study and analysis.
There exists bias on the part of respondent as they may not have
properly understood the questionnaire or did not wish to disclose the
truth due to personal reasons.
The study is conducted only in some departments and so the results
are not universally applicable.
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CHAPTER 2
CONCEPTS AND REVIEWS
2.1 REVIEW OF RELATED LITERATURE
Marketing and customer value
Marketing involves satisfying consumers’ needs and wants. The task of any
business is to deliver customer value at a profit. In a hypercompetitive economy with
increasingly rational buyers faced with abundant choices, a company can win only
by fine-tuning the value delivery process and choosing, providing, and
communicating superior value.
The Value Chain
The term ‘Value Chain’ was used by Michael Porter in his book "Competitive
Advantage: Creating and Sustaining superior Performance" (1985). The value chain
analysis describes the activities the organization performs and links them to the
organizations competitive position.
Value chain analysis describes the activities within and around an
organization, and relates them to an analysis of the competitive strength of the
organization. Therefore, it evaluates which value each particular activity adds to the
organizations products or services. This idea was built upon the insight that an
organization is more than a random compilation of machinery, equipment, people
and money. Only if these things are arranged into systems and systematic activates
it will become possible to produce something for which customers are willing to pay
a price. Porter argues that the ability to perform particular activities and to manage
the linkages between these activities is a source of competitive advantage.
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Porter distinguishes between primary activities and support activities. Primary
activities are directly concerned with the creation or delivery of a product or service.
They can be grouped into five main areas: inbound logistics, operations, outbound
logistics, marketing and sales, and service. Each of these primary activities is linked
to support activities which help to improve their effectiveness or efficiency. There are
four main areas of support activities: procurement, technology development
(including R&D), human resource management, and infrastructure (systems for
planning, finance, quality, information management etc.).
The basic model of Porters Value Chain is as follows:
Infrastructure
Human Resource Management
Technology Development
Procurement
Inbo
und
Logi
stic
s
Ope
ratio
ns
Out
boun
d Lo
gist
ics
Mar
ketin
g an
dSa
les
Serv
ice
Margin
Margin
Primary Activities
Supp
ort
Act
iviti
es
Porter 1985
The term ‘Margin’ implies that organizations realize a profit margin that
depends on their ability to manage the linkages between all activities in the value
chain. In other words, the organization is able to deliver a product / service for which
the customer is willing to pay more than the sum of the costs of all activities in the
value chain.
Some thought about the linkages between activities: These linkages are
crucial for corporate success. The linkages are flows of information, goods and
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services, as well as systems and processes for adjusting activities. Their importance
is best illustrated with some simple examples:
Only if the Marketing & Sales function delivers sales forecasts for the next
period to all other departments in time and in reliable accuracy, procurement will be
able to order the necessary material for the correct date. And only if procurement
does a good job and forwards order information to inbound logistics, only than
operations will be able to schedule production in a way that guarantees the delivery
of products in a timely and effective manner – as pre-determined by marketing.
In the result, the linkages are about seamless cooperation and information
flow between the value chain activities.
In most industries, it is rather unusual that a single company performs all
activities from product design, production of components, and final assembly to
delivery to the final user by itself. Most often, organizations are elements of a value
system or supply chain. Hence, value chain analysis should cover the whole value
system in which the organization operates.
OrganizationsValue Chain
Supplier Value Chains
ChannelValue Chains
CustomerValue Chains
Within the whole value system, there is only a certain value of profit margin
available. This is the difference of the final price the customer pays and the sum of
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all costs incurred with the production and delivery of the product/service (e.g. raw
material, energy etc.). It depends on the structure of the value system, how this
margin spreads across the suppliers, producers, distributors, customers, and other
elements of the value system. Each member of the system will use its market
position and negotiating power to get a higher proportion of this margin.
Nevertheless, members of a value system can cooperate to improve their efficiency
and to reduce their costs in order to achieve a higher total margin to the benefit of all
of them (e.g. by reducing stocks in a Just-In-Time system).
A typical value chain analysis can be performed in the following steps:
Analysis of own value chain – which costs are related to every single activity
Analysis of customers value chains – how does our product fit into their value
chain
Identification of potential cost advantages in comparison with competitors
Identification of potential value added for the customer – how can our
product add value to the customers value chain (e.g. lower costs or higher
performance) – where does the customer see such potential
What is a Wholesaling?
Wholesaling is defined as the activities involved in selling to organizational
buyers who intend to either resell or use for their own purposes. A wholesaler is an
organization providing the necessary means to: 1) allow suppliers (e.g.,
manufacturers) to reach organizational buyers (e.g., retailers, business buyers), and
2) allow certain business buyers to purchase products which they may not be able to
otherwise purchase. According to the 2002 Census of Wholesale trade, there are
over 430,000 wholesale operations in the United States.
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While many large retailers and even manufacturers have centralized facilities
and carry out the same tasks as wholesalers, we do not classify these as
wholesalers since these relationships only involve one other party, the buyer. Thus,
a distinguishing characteristic of wholesalers is they offer distribution activities for
both a supplying party and for a purchasing party. For our discussion of wholesalers
we will primarily focus on wholesalers who sell to other resellers such as retailers.
Benefits of Wholesalers
The benefits wholesalers offer to members of the channel can be significant
and involve most of the ones we discussed in Part 8: Distribution Decisions, though
specific benefits vary by type of wholesaler. Yet there are two particular benefits –
one for suppliers and one for retailers - that are common to most wholesale
operations and are worth further discussion:
Provide Access to Products - Wholesalers are in business to provide
products and services to buyers (e.g., retailers) who either cannot purchase
directly from suppliers because their purchase quantities are too low to meet the
supplier’s minimum order requirements or, if they purchase directly from
suppliers, will pay higher prices compared to bigger retailers who obtain better
pricing by purchasing in greater quantities. Since wholesalers sell to a large
number of buyers their order quantities may match those of large retailers thus
allowing them to obtain lower prices from suppliers. Wholesalers can then pass
these lower prices along to their buyers, which can enable smaller retailers to
remain competitive with larger rivals. In this way transacting through
wholesalers is often the only way certain retailers can stay in business.
Provide Access to Markets – Providing smaller retailers access to products
they cannot acquire without wholesaler help offers a benefit for suppliers as well
since it opens additional market opportunities for suppliers. Namely, suppliers
can have their products purchased and made available for sale across a wide
number of retail outlets. More importantly, for a company offering a new
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product, convincing a few wholesalers to stock a new product may make it
easier to gain traction in the market as the wholesaler can yield power with the
smaller retailers convincing them to stock the new product. Considering a
wholesaler can serve hundreds of small retail customers, the marketing efforts
persuading the wholesaler to adopt a new product may be far more efficient
compared to efforts needed to convince individual store owners to stock the new
product.
Concerns of Wholesalers
The wholesale industry has served an important role in the distribution process
for well over 100 years, yet the challenges they face today are raising the stakes as
many wholesalers fight to maintain their market position. Some of the issues facing
today’s wholesalers include:
Disintermediation – The growth of the Internet as a communication and
distribution channel has lead many to conclude that wholesaling will lose its
importance as manufacturers and final buyers learn to transact directly. This so
called “disintermediation” of marketing channels is a real concern to some
wholesalers, especially those that do not function as a dominate party within a
distribution channel. For example, assume a retailer operating a gift card store
uses a wholesaler only to purchase a specific manufacturer’s products. In this
situation if the manufacturer begins to offer direct purchasing to smaller
customers the wholesaler may have little leverage in efforts to retain the retailer
as a customer. In instances of disintermediation wholesalers face the challenge
of creating greater value for their services, thus making the retailer’s decision to
switch more difficult.
Facility Location – Wholesalers who are heavily involved in product
shipment may spend considerable time evaluating sites for locating facilities.
For organizations needing very large facilities, the decision as to where to locate
becomes more difficult and more expensive the closer the location is to major
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metropolitan areas. In fact, land costs in some regions of the world have risen
so high that utilizing this space for wholesaling operations may not be feasible.
In addition to land costs, facility location is also affected by access to adequate
transportation, such as roads, seaports, airports and rail terminals. Areas with
available land often lack the infrastructure needed to run wholesale facilities
unless expensive and time-consuming improvements (e.g., build highway,
extend rail line, etc) are made.
Transportation Costs – For wholesalers involved in transporting products,
the worldwide rise in fuel costs has forced a close examination of how they
handle product distribution. Transportation expense can represent a significant
portion of overall distribution costs and these higher costs are often passed on
to customers in the form of higher product prices. This problem also presents
opportunities for wholesalers that work hard to control fuel costs with such
methods as: using equipment and delivery vehicles that are more fuel efficient;
utilizing computer routing software to determine less costly delivery routes; and
offering greater incentives to customers to accept deliveries during less
congested times of the day.
Adapting to New Technologies – In addition to technologies to lower fuel
costs, other technologies that assist the distribution process are offering both
advantages and disadvantages to wholesalers. On one hand new technologies,
such as radio frequency identification tags (RFID) placed on shipped products
allow wholesalers to maintain tighter control over their distribution activities. But
gaining the benefits associated with these new distribution technologies can be
expensive in terms of acquiring and learning to use.
Offering Non-Product Assistance – Wholesalers are finding that offering
products is not the only thing of interest to their buyers. Many customers also
want wholesalers to offer additional value-added services such as employee
training (e.g., teach selling skills), promotional support (e.g., financial support for
advertising), and assistance in managing their operations (e.g., building an
online store). Keeping pace with the services in demand by their customers
requires constant research and communication with customers.
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Ways to Categorize Wholesalers
In Part 9: Retailing we showed how retailers can be categorized using different
operational characteristics. Wholesalers can likewise be grouped together, though
the characteristics are slightly different.
For our purposes we will separate wholesale operations based on four marketing
decisions:
products carried
promotional activities
distribution method
service level
And one legal factor:
product ownership
As we discussed with our retailer categorization, these grouping schemes are
not meant to be mutually exclusive. Consequently, a wholesaler can be evaluated
on each characteristic.
Products Carried
Similar to how retailers can be categorized, wholesalers can also be classified
by the width and depth of product lines they handle. The categories include:
General Merchandise – Wholesalers carrying a very broad line of products
fall into the general merchandise wholesaler category. Like general
merchandise retailers, the product lines these wholesalers carry may not offer
many options (i.e., shallow depth). These wholesalers tend to market to the
smaller general merchandise retailer such as smaller convenience or general
stores.
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Specialty Merchandise – Wholesalers focusing on narrow product lines but
offering deep selection within the lines fall into the specialty merchandise
category. Most specialty merchandise wholesalers direct their marketing efforts
to specific industries. For example, specialty wholesalers supply such industries
such as electronics, seafood, and pharmaceuticals.
Promotional Activities
Wholesalers can be separated based on the importance promotion plays in
generating demand for products handled by the wholesaler. Two basic categories
exist:
Extensive Promotion – The main job of some wholesalers is to actively
locate buyers. This occurs most often where a wholesaler is hired to find buyers
for a supplier’s products or where the wholesaler is very aggressive in finding
new customers for their business. Under these arrangements the most common
promotional activity is personal selling through a sales force, though advertising
may also be used.
Limited Promotion – Nearly all wholesalers engage in some promotional
activities. Even in situations where a wholesaler dominates a channel and
clients have little choice but to acquire products from the wholesaler, some
promotion will still occur. For instance, at times a wholesaler may need to use
their salespeople to persuade buyers to purchase in larger volume than normal
or to agree to stock a new product the wholesaler is handling. In other cases,
especially for wholesalers selling products for business use, promotional
activities may be more extensive and include advertising and other promotional
methods.
Distribution Method
Wholesalers have distribution methods similar to those of retailers in that
customers may or may not be able to physically visit the wholesaler’s location to
acquire their purchase. For the purposes of our discussion of wholesaling, this
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category is separated based on whether or not a stationary location exists from
which the wholesaler conducts the physical movement of products.
Stationary Location – The most common wholesaler arrangement is where
the wholesaler has one or more fixed facilities where product handling
operations take place. However, while stationary wholesalers share the
characteristic of a permanent location, they often differ on whether customers
can visit these facilities:
o Customer Accessible – At certain wholesaler locations buyers can
shop at the facility. In fact, retail warehouse clubs, such as Costco and
Sam’s Club, also function as wholesalers for qualifying businesses. In
addition to selecting their orders, buyers are responsible for making their
own arrangements to transport their purchases.
o Not Customer Accessible – Most operations classified as
wholesalers do not permit buyers to visit their facility in order to select items,
rather buyers place orders via phone, web or through person-to-person
contact with wholesaler’s representatives. Also, in most cases, the
wholesaler takes responsibility for product delivery.
Non-Stationary Location – Not all wholesalers carry inventory at a
stationary location. In fact, some do not carry inventory at all!
o Mobile – Several specialized wholesalers transport products to the
customer’s location using vans or trucks. Buyers then have the ability to
purchase product by either walking through the mobile facility or ordering
from the wholesaler who then selects the items from the vehicle.
o No Facilities – Some wholesalers do not have physical locations that
store products. Instead, these operations rely on others, such as delivery
companies, to ship products from one location (e.g., manufacturer) to the
buyer’s place of business.
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Service Level
Wholesalers can be distinguished by the number and depth of services they
provide to their customers.
Full-Service – Wholesalers in this category mainly sell to the retail industry,
and in most cases, require a strong, long-term retailer-wholesaler relationship
be established. In addition to basic distribution services, such as providing
access to an assortment of products and furnishing delivery, these wholesalers
also offer customers additional services that aid retail store operations including
offering assistance with: in-store merchandising; retail site location decisions
(e.g., find best geographic location for a new store); store design and
construction; back-end operations (e.g., payroll services); financial support; and
many more.
Limited Service – Compared to full-service wholesalers, buyers dealing with
limited service firms offer far fewer services. Most offer basic services, such as
shipping and allow credit purchasing, but few offer the number of service options
found with full-service wholesalers.
No Service – Some wholesalers follow a business model whose only service
is to make products available for sale and only on a cash basis. In these
instances, the buyer handles their own transportation of the product.
Product Ownership
Wholesalers can be classified based on whether they do or do not become the
owners of the products they sell. By ownership we mean that title (i.e., legal
ownership) has passed from the party from whom the wholesaler purchased the
product (e.g., manufacturer) to the wholesaler. It also means the wholesaler
assumes any risk that may arise with handling the product.
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Do Take Title – Wholesalers taking title own the products they purchase.
Do Not Take Title – Wholesalers who do not take title are focused on
activities that bring buyers and sellers together. Often these wholesalers never
physically handle products.
Wholesale Formats
Considering the criteria by which wholesalers can be categorized, it is not
surprising many different wholesale formats exist. Below we discuss ten wholesale
formats. While many of these wholesalers also have an online presence, we do not
distinguish an “e-wholesaler” as a separate format the way we did with “e-tailors” or
online retailers. The reason? While most wholesalers do operate from a brick-and-
mortar facility, few wholesale operations permit customer shopping at their facility.
Thus, the nature of industry for many years has been to have customers use
communication tools (e.g., phone, fax) to place orders. With the wholesale industry,
the Internet simply serves as another communication option rather than a
significantly different distribution channel.
General Merchandise – These wholesalers offer broad but shallow product
lines that are mostly of interest to retailers carrying a wide assortment of
products, such as convenience stores, variety stores (e.g., those offering
closeout products), and novelty retailers. Since these wholesalers offer such a
wide range of products, their knowledge of individual products may not be
strong.
Specialty Merchandise – Many wholesalers focus on specific product lines
or industries and in doing so supply a narrow assortment of products but within
the product lines offered there is great depth. Additionally, these wholesalers
tend to be highly knowledgeable of the markets they serve.
Contractual – In Part 8: Distribution Decisions we introduced the concept of
wholesaler-sponsored channel arrangements where a wholesaler brings
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together and manages many independent retailers. The services of these
wholesalers are limited to the retailers involved in the contractual arrangement.
Industrial Distributors – The industrial distributor directs their operations to
the business customer rather than to other resellers. Depending on the
distributor, they can carry either broad or narrow product lines.
Cash-and-Carry – A wholesale operation common to the food industry is the
cash-and-carry where buyers visit the wholesaler’s facility, select their order,
pay in cash (i.e., credit purchases not permitted), and then handle their own
delivery (i.e., carry) to their place of business. This form of wholesaling has
begun to expand outside of the food industry as large wholesale club, such as
Costco and Sam’s Club, allow qualified businesses to purchase products
intended for retail sale.
Truck – As the name suggests, truck wholesaling operations are primarily run
out of a truck that is stocked with products. These wholesalers often have
assigned geographic territories where they regularly visit buyer’s locations. In
most cases these wholesalers offer specialty product lines with many being
found in the retail food industry and the industrial markets.
Rack Jobber – Similar to truck wholesalers, the rack jobber also sells from a
truck. However, the main difference is that rack jobbers are assigned and
manage space (i.e., racks) within a retailer’s store. The rack jobber is then
responsible for maintaining inventory and may even handle other marketing
duties such as setting product price. This form of wholesaling is most
prominent with magazines, candy, bakery, and health-and-beauty products.
In some trades the name rack jobber is being replaced by the name service
merchandiser.
Drop Shipper – Wholesalers in this category never take physical possession
of products, though they do take ownership. Essentially they are shipping
coordinators who receive orders from customers and then place the order
with a product supplier. Shipping is then arranged so that the supplier ships
directly to the drop shipper’s customer. Drop shipping is often most useful
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when very large orders are placed where transportation and product handling
costs are high if there are too many distribution points.
Broker– A far less obvious type of wholesaler is the broker, who is
responsible for bringing buyers and sellers together. However, brokers do not
take ownership of products and often never handle the product. Brokers are
paid based on a pre-negotiated percentage of the sale (i.e., commission) by
the side that hires their services. In most cases the relationship that develops
between the broker and the buyer and seller is short-term and only lasts
through the purchase. Brokers can be found in the food industry,
importing/exporting and real estate.
Agent – Similar to brokers, agents also bring buyers and seller together
though they tend to work for clients for an extended period of time. As with
brokers, agents generally are paid on commission. A common type of agent
is the Manufacturers’ Representative who essentially assumes the role of a
sales force for a client. Manufacturers’ Reps may handle several non-
competing product lines at the same time and during a single meeting with a
perspective buyer may discuss many products.
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2.2 COMPANY PROFILE
ADONIZE GIFTS
Your needs are delivered
Adonize Gifts is a wholesaler-distributor company operating in Bangalore with
its branch in Mangalore also. The company started its operations in Bangalore in the
year 2000.It opened a branch office in Mangalore in the year 2003.
Adonize Gifts distributes all types of gifts items, fancy items, garments,
electronics products and other official products in a large quantity and variety to its
corporate customers according to their needs.
Adonize Gifts with an experience of six years is one of the India’s leading business
promotional gifts resources. The registered office is situated in the Silicon Cit of
India. They satisfied their customers with highly customer service value.
The company has highly qualified professionals in management with years of
experience in the business. They also have qualified technical, marketing and
support personnel for delivery and support. The company has tie-ups with all the
major manufactures and suppliers which help them for their smooth operation.
Company’s vision
Company’s vision is to be the leader in creating value in the promotional and
Advertising industry by providing products and services that are recognized by their
customer' as key factors on their success.
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Company’s commitment is to continually earn their customer's loyalty through
exceptional service provided by dedicated employees who are regularly rewarded
for their personal and professional growth.
Company’s final measure of this achievement will be the selection, by their
customers, as their most preferred suppliers.
Company’s mission
We will achieve our shared vision by
: - Focusing on providing solutions for their clients not just selling them a product
: - Offering the latest branding methods technology has to offer
: - Constantly searching and crating new products to offer their clients
: - Being fully accountable for their own actions.
: - Offering the highest levels of customer satisfaction in their industry.
The key to producing an effective promotional product lies in understanding
its clients needs, that's why they consult with customers to find the best possible
marketing solutions for their business.
Adonize Gifts’ valuable customers are mainly corporate, which includes
DELL International Services India Ltd
Microsoft India Ltd
Ocwen Financial Solutions Ltd
Mindlogix Info Tech Ltd
Hindustan Aeronautics Ltd
Personality Pvt Ltd
Intuit Technology Services Pvt Ltd
Aptuit Informatics India Pvt Ltd
Sun Micro Systems Pvt Ltd
Info Net India Pvt Ltd
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Levis Straus India Pvt Ltd
Ramps
Production House
Lazza Ice Cream
Pizza Hut
Jet Airways
Air Deccan
TATA-AIG Life Insurance
HTMT
Srilankan Airlines
TATA BP Solar
Company’s esteemed suppliers are,
I J Glass creations
Summer blue clothing
Mutha collections
Mahaveer graphics
Hi- creations
SML industries
Samurai exports
Major competitors are,
Srivybhav
Exalon Promotions
Levin’s Concepts
L J Creations
M.M Gifts
Primes Enterprises
Vibez Giftz
Navkar Marketing
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2.3 PRODUCT PROFILE
At Adonize Gifts you will find the most comprehensive range of business gifts
and Incentive products available on demand of the customers. With wide range of
gifts products covering every major category suiting every budget, there's not a wish
we can't fulfill. Almost all the products available in the company can be printed,
engraved, etched, embroidered or marked in some way with your company's logo,
brand or message. There is no need to shop around; you will find everything at
Adonize Gifts.
We understand the value of service, so if you are contacting us with an
enquiry about a promotional gift or stationary item, you can trust us to deliver.
Following are the major products of the company.
1. APPAREL, CAPS, JACKETS AND T-SHIRTS
2. AWARDS AND RECOGNITION
3. BRIEFCASES, PAD FOLIOS AND NOTEBOOKS
4. ORGANIZERS PAD FOLIOS AND DAIRIES
5. CLOCKS AND WATCHES
6. COMPUTER ACCESSORIES, DESKTOP AND OFFICE PRODUCTS
7. ELECTRONICS
8. FIRST AID AND GROOMING AIDS
9. GAMES, TOYS AND FUN, HOUSEHOLD AND HOME PRODUCTS
10.MUGS, DRINK WARE AND BARWARE
11.POCKETS AND PURSE ACCESSORIES, TOOLKITS, TOOLS AND KNIVES
12.WRITING INSTRUMENTS
13.KEY CHAINS AND BUSINESS CARD HOLDER
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2.4 INDUSTRY PROFILE
The Philosophy of Corporate Gifting and the Ideology of Promotions.
Gifting is an expression of acceptance. Acceptance of behavior, wavelength,
thought and goodwill of people. It turns what’s insubstantial into substantial, what’s
unsung into an allegro of joy. All societies, civilizations and cultures throughout
centuries practiced the custom of giving away gifts. Gifting was an exercise to re-
establish camaraderie and fellowship, Unity and solidarity. Gifting marks an
occasion. In the western world, people gifted each other during New-Year,
Christmas and Thanksgiving where as in the Eastern world, in countries like India
and China people gifted each other during festivals like Diwali and Chun Jie. Each
part of the globe had its own occasion to gift and to be gifted. Years rolled on, life
progressed, a few things became part of history and few inhumed in the grave
known as oblivion. From those customs that continued, "Gifting" stayed vibrant and
grew to be a part of life. Gifting in the lapse of years grew beyond Festivals, seasons
and birthdays as each day on earth is dedicated to some cause or the other.
Gifting is an expression of acceptance. Acceptance of behavior, wavelength,
thought and goodwill of people. It turns what’s insubstantial into substantial, what’s
unsung into an allegro of joy. Categorically, the exercise of giving away gifts has
become vibrant in the corporate sector now and it goes by the elite term, Corporate
Gifting. These days all major and most minor companies have some thing or the
other to be given as a corporate gift to their employees, clients, well-wishers and the
list goes on.
The term corporate gift reminds either a Wrist-watch or a Table Top
Accessory or a T-shirt with the respective company’s logo imprinted. It was an
avuncular gesture, which did not cost much in comparison with the kind money that
was involved in advertising. The quantum leap in the promotional products and
Corporate Gifts began with Professionals from the modern school of management.
They altered the age-old product pattern and ventured out new and innovative
products. “The era of conventional products is dead, People are brand conscious
23
MBA PROJECT BOYZ
and long for quality" Says Githesh Viswambharan, Manager Promotions who also
takes care of B4U"s International Corporate Gifts and Promotional requirements.
"Though good, the innovative aspect doesn’t work out all the time" adds Githesh
"Many times I had to think on my feet. Most programmes come up without prior
information". B4U once planned a Press Conference over night and Githesh was
given the task of giving away the scribes, a Corporate Gift for having participated in
the Conference. “Regular suppliers help when it comes to such crucial junctures".
Superbly designed Ceramic mugs with the logo of B4U imprinted were the Corporate
Gift, given away that evening.
B4U also has distinct style in distributing their Corporate Gifts. Most of their
products are innovative and durable. The in-house designing team of B4U designs
and the production is carried out by different manufacturers.
" I give a gift and if that’s not found on the table of the person I gift, then, I
better don’t give a gift" says Aditya Thakore, Business Manager Content &
Communication, Star TV, India’s number one satellite Network . According to Aditya,
a Corporate Gift is a not just a thing to promote the business or a show or a
program, rather it’s a. gesture of togetherness. Star network, which has diverse
number of channels like Channel V, Star Movies, Star Plus, Star World, Star Gold,
Star News, Star Vijay and National Geographic Channel gives away a wide variety
of products like Caps, T-shirts, Ceramic mugs, Metal covered organizers etc. "
Quality of the Gift is the concern" says Aditya. Star has regular product providers as
well as new experiments. Star gave away Mugs, Fancy Dairies, Books, Compact
Disks, Bands and Pens as promotional items last year. Since its inception Star has
had innovative products as Corporate Gifts and Promotional Items.
Jet Airways, often referred as the Corporate Flight of India gives away
products which are useful. Passengers rhapsodize about the kind of gifts they
receive on board. “They always give something useful and so there’s always a bend
towards them ", says Sundeep V Menon, Editor, Reel Images.
24
MBA PROJECT BOYZ
Despite all this how come Corporate Gifts fail? Where do people find it
inconsequential? In brouhaha of ideas and the rapid progress in civilization, People
expect more. "Most companies arrive at a decision on Corporate Gifts without
considering people and their tastes "says, Francis Chettiar, Researcher and
analyst.” Knowing the requirement of people is important. I have seen people
throwing certain gifts cursing the companies who gifted them." Most companies are
concentrating on improving their Corporate gifts like Reliance which has a distinct
style in gifting. Every year they have different but stupendous gifts. “A long lasting
bond begins with a gift" says Vandana Varma, business Executive, The Leela.
Another practice, which is prominent by companies both big and small is giving away
"Promotional Products". Either to promote their products or to re affirm their
presence in the market most companies distribute a lot of products like T-shirts,
Caps, Ceramic Mugs and Wrist watches with their company’s logo or brand name
imprinted. Promotional products can help businesses and organizations to show
appreciation to customers, increase donations, increase store traffic, Generate sales
leads, Increase direct mail response, Reward focus-group participants, Open stores,
Launch or promote products at trade shows and reward Employee performance.
Giving away of promotional products was a practice that belonged only to
Pharmaceutical and Liquor Companies since long. Pharmaceutical companies found
it the most economic way to take their products to the remotest villages and Liquor
companies because as per the law they are not authorized to publish the
advertisements of their products. The restrictions in advertising Pharmaceutical
products apart from OTC (Over the Counter) drugs also directed the pharmaceutical
companies to make this practice resonant. While Pharmaceutical companies give
away products like scribbling pads, pens, pen-holders and so on, Liquor companies
give away Ashtrays, Glass Tumblers, Cigarette lighters etc. Many industries have
followed the suit. Entertainment, FMCG, Airways, Service Industries etc.
For many years pharmaceutical companies were the ultimate "big sale" for
promotional products distributors. Throughout the "70s, "80s and "90s, hundreds of
promotional products companies made it big with just supplying products to
Pharmaceutical companies world wide. A report says in the 2002 the sales in the
25
MBA PROJECT BOYZ
promotional products industry grew to 19 billion from 13 billion in 1999 across the
globe. Ranbaxy, the Pharmaceutical giant spends millions of dollars on promotional
products every year. A small group of promotion agencies and promotional products
distributors have managed to carve out a niche among the pharmaceutical
companies, which permits them to end with the high volume giants. Some offer a
handful of very specific items deemed "medically relevant," while others produce
only custom products correlating closely to a particular drug’s entire marketing
campaign. M L Gupta C M D, Parental Drugs (India) Ltd. says “The idea of
promotional products does not really generate business overnight. It helps to build a
rapport with people." PDPL, the Indore based company with its 100 crore plus
turnover is considered as a pharmaceutical champion which will hit the headlines
soon. With complete range of pharmaceutical products, PDPL has 350 offices
across the Indian subcontinent. The range of promotional products they gift include,
Pens, Desktop accessories, Ashtrays, Leather belts, Umbrellas, Lipsticks, Nail
Polishes, Wallets and a lot of other novelties. The Corporate Gift PDPL gave away
this year is a very exceptional product. It was highly appreciated in the medical
fraternity. The product was a fan. With a Microprocessor attached to the blade, the
Fan as it’s switched on show messages from PDPL, the logo of the company and
the slogan.
Talking about Promotional products MTV’s contribution cannot be ignored.
Most youngsters are admirers of the promotional products of MTV. Either it"s a
Funky T-shirt or a Ceramic mug with MTV logo. Youngsters love it. MTV gave away
a rare promotional product during the Navratri of 2001, an idea, which was novel,
though the product was in use since centuries, the innovative concept of giving it as
a Navratri gift was highly appreciated by people, young and old across the country. It
was a pair of "Dandiyas" with a tiny little thread hanging with MTV’s logo. Most
newspapers gave rave reviews about it. “People should use it as well as remember
Music Television whenever they use it" Says Saurabh Kanwar, Manager Marketing,
MTV. Saurabh along with a team of vibrant young men and women plan the
promotional products at the MTV. Their promotional products of the past like Mouse
26
MBA PROJECT BOYZ
Path and T-shirts were talked about and jackets for the forthcoming show, Roadies
will be discussed about.
Shiv Atal, Commercial Executive, Zee Telefilms Pvt. Ltd says, "promotional
products are an integral part in promoting an establishment". Zee, the pioneer of
satellite broadcasting in India made it big as one of the first private sector entrants to
the Indian broadcasting Industry. Zee now has several channels exclusively for
different tastes like Zee MGM, Zee Music, Zee English etc. “Our promotional
products are based on the programmes we have" adds Atal. Zee’s promotional
products include. T-shirts, Wrist watches, Coasters etc. “We rely on quality products
because that justifies the cause for which the programme is aired". Atal makes it
clear that promotional products play never a less role, rather an appealing one in
establishing a nexus between the people and the channel. In the past couple of
years Zee has been giving innovative promotional products in accordance with the
programmes. Eco friendly products like bags jute bags and economical products like
Key chains, Mouse pads, Pens used in the past for promoting their programmes has
worked well.
Sahara Airways, the homely Air service providers gives away a spectacular
range of Promotional products. Last year Sahara Airways promoted their Business
nexus with Sweet Boxes, Gift bags with a wide variety of things, packs for children
with stationery items. Apart from that Sahara also has paid gift programmes.
Corporate Gifts & promotional products are essential aspects of the identity of
a company. The Microeconomics of each industry regard the practice of giving away
promotional products and Corporate Gifts as an important factor in establishing the
presence of the company in the market. This practice works only if the products are
good and innovative. Both the Corporate decision-makers and manufacturer should
understand the requirement of people and go ahead before deciding a gift and thus
bring harmony in the art of gifting and being gifted.
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MBA PROJECT BOYZ
CHAPTER – 3
METHODOLOGY
3. 1 RESEARCH METHODOLOGY
Methodology
The methodology used for study is collection of primary and secondary data
by direct interviews with the corporate customers.
Method of Data collection
Secondary Data Collection:
Source of data collection like journals, magazines and newspapers are used
to get data needed. Various books from the library have been use to get reference.
The company data was provided form the main office and other related web sites.
Primary Data Collection:
Primary data is the first hand information obtained form the customers directly
by means of a customer survey conducted with the help of questioner.
Sampling Design:
The objective of sampling is to choose a sample that will truly represent the
characteristics of the corporate in Bangalore.
The sample size taken for the study is 25.
Sample Units:
The sample unit consists of the different departments in corporate, where the
gifts items are distributed by Adonize gifts.
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MBA PROJECT BOYZ
Sampling Technique:
The sample is being a survey only on the corporate customers of Adonize
gifts.
Sampling Tool:
Sampling tool used in the study is questioner.
Analysis Tool:
After collection of data form the corporate each question where classified and
tabulated in the following ways.
Percentage
Graphical representation
Bar diagram
29
Gifts/momentos
T-Shirts/caps
Jeckets/LeatherItems
Electronic Items
MBA PROJECT BOYZ
CHAPTER – 4
DATA ANALYSIS AND INTERPRETATION
4.1 DATA ANALYSIS AND INTERPRETATION
1. Types of products purchased from Adonize Gifts.
Table 4.1
ChoiceNo. of
RespondentsPercentage
Gifts/mementos 10 40
T-Shirts/caps 6 24
Jackets/Leather Items 4 16
Electronic Items 5 20
Figure 4.1
Interpretation:
40 percent of the Adonize Gifts’ customers are purchasing Gifts/Mementos,
24 percent are purchasing T-Shirts/Caps, 16 percent are purchasing
Jackets/Leather Items, and 20 percent are purchasing Electronics Items.
30
0
10
20
30
40
50
60
Once in amonth
Twice in amonth
Once in aweek
More thanfour times
No. of Respondents
Percentage
MBA PROJECT BOYZ
2. Frequency of purchase of above mentioned items.
Table4.2
ChoiceNo. of
RespondentsPercentage
Once in a month 12 48
Twice in a month 8 32
Once in a week 3 12
More than four
times
2 8
Figure 4.2
Interpretation:
48 percent of Adonize Gifts’ customers are purchasing products once in a
month, 32 percent are purchasing twice in a month, 12 percent are purchasing once
in a week, and 8 percent are purchasing more than four times.
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MBA PROJECT BOYZ
3. The average order value in each purchase.
Table 4.3
ChoiceNo. of
RespondentsPercentage
Less than 10000 3 12
10000-20000 7 28
20000-40000 10 40
40000 & above 5 20
Figure 4.3
0
5
10
15
20
25
30
35
40
Less than10000
10000-20000
20000-40000
40000 &above
No. of Respondents
Percentage
Interpretation:
12 percent of the average order value in each purchase of products by
Adonize Gifts’ customers is less than 10000, 28 percent is from 10000-20000, 40
percent is from 20000-40000, and 20 percent is 40000 and above.
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MBA PROJECT BOYZ
4. The mode of placing the order during the requirement.
Table 4.4
ChoiceNo. of
RespondentsPercentage
Online (e-mail) 14 56
Fax/courier 5 20
Telephonic 3 12
Face to face
interaction
3 12
Figure 4.4
0
10
20
30
40
50
60
Online (e-mail)
Fax/courier Telephonic Face toface
interaction
No. of Respondents
Percentage
Interpretation:
56 percent of the customers are placing their orders through online, 20
percent are through fax/couriers, 12 percent are through telephonic, and 12 percent
are through face to face interaction.
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MBA PROJECT BOYZ
5. The average time taken by the company to fulfill the requirement.
Table 4.5
ChoiceNo. of
RespondentsPercentage
Within a Day 0 0
2-5 Days 7 28
Within a week 13 52
More than a week 5 20
Figure 4.5
0
10
20
30
40
50
60
Within aDay
2-5 Days Within aweek
More than aweek
No. of Respondents
Percentage
Interpretation:
52 percent of the respondents told that the average time taken to fulfill the
requirements is within a week, 28 percent of the respondents told that the average
time taken to fulfill the requirements is 2-5 days, 20 percent of the respondents told
that the average time taken to fulfill the requirements is more than a week, and 0
percent of the respondents told that the average time taken to fulfill the requirements
is within a day.
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MBA PROJECT BOYZ
6. The mechanism of price fixation.
Table 4.6
ChoiceNo. of
RespondentsPercentage
Negotiated for every
order
5 20
Fixed for certain
period
14 56
Standard all the time 0 0
Others 6 24
Figure 4.6
0
10
20
30
40
50
60
Negotiatedfor every
order
Fixed forcertainperiod
Standard allthe time
Others
No. of Respondents
Percentage
Interpretation:
20 percent of the customers respond that the mechanism of price fixation is
negotiated for every order, 56 percent of the customers respond that the mechanism
of price fixation is fixed for certain period, 0 percent of the customers respond that
the mechanism of price fixation is standard all the time, and 24 percent of the
customers respond that the mechanism of price fixation is through other ways.
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MBA PROJECT BOYZ
7. The price fixation mechanism is chosen as per the terms and conditions of
clients.
Table 4.7
ChoiceNo. of
RespondentsPercentage
Yes 3 12
No 22 88
Figure 4.7
Yes
No. of Respondents
Percentage
Interpretation:
88 percent of the respondents respond that the price fixation mechanism is
not chosen as per the terms and conditions of the clients, and 12 percent of the
respondents respond that the price fixation mechanism is chosen as per the terms
and conditions of the clients.
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MBA PROJECT BOYZ
8. Assortment (product variety).
Table 4.8
ChoiceNo. of
RespondentsPercentage
Highly satisfied 10 40
Satisfied 7 28
Moderate 6 24
Not satisfied 2 8
Highly dissatisfied 0 0
Figure 4.8
05
1015202530354045
Highly
satis
fied
Satisf
ied
Mod
erate
Not satis
fied
Highly
diss
atisf
ied
No. of Respondents
Percentage
Interpretation:
40 percent of the customers are highly satisfied with the product variety, 28
percent of the customers are satisfied with the product variety, 24 percent of the
customers are moderately satisfied with the product variety, 8 percent of the
customers are not satisfied with the product variety.
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MBA PROJECT BOYZ
9. Pricing strategies.
Table 4.9
ChoiceNo. of
RespondentsPercentage
Highly satisfied 6 24
Satisfied 5 20
Moderate 8 32
Not satisfied 4 16
Highly dissatisfied 2 8
Figure 4.9
05
101520253035
Highly
satis
fied
Satisf
ied
Mod
erate
Not satis
fied
Highly
diss
atisf
ied
No. of Respondents
Percentage
Interpretation:
24 percent of the respondents are highly satisfied with the pricing strategies,
20 percent of the respondents are satisfied with the pricing strategies, 32 percent of
the respondents are moderately satisfied with the pricing strategies, 16 percent of
the respondents are not satisfied with the pricing strategies, and 8 percent of the
respondents are highly not satisfied with the pricing strategies.
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MBA PROJECT BOYZ
10. Delivery time
Table 4.10
ChoiceNo. of
RespondentsPercentage
Highly satisfied 7 28
Satisfied 8 32
Moderate 6 24
Not satisfied 3 12
Highly dissatisfied 1 4
Figure 4.10
05
101520253035
Highly
satis
fied
Satisf
ied
Mod
erate
Not satis
fied
Highly
diss
atisf
ied
No. of Respondents
Percentage
Interpretation:
28 percent of the clients are highly satisfied with the delivery time, 32 percent
of the clients are satisfied with the delivery time, 24 percent of the clients are
moderately satisfied with the delivery time, 12 percent of the clients are not satisfied
with the delivery time, 4 percent of the clients are highly not satisfied with the
delivery time.
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MBA PROJECT BOYZ
11. Quality of products.
Table 4.11
ChoiceNo. of
RespondentsPercentage
Highly satisfied 9 36
Satisfied 8 32
Moderate 6 24
Not satisfied 1 4
Highly dissatisfied 1 4
Figure 4.11
05
10152025303540
Highly
satis
fied
Satisf
ied
Mod
erate
Not satis
fied
Highly
diss
atisf
ied
No. of Respondents
Percentage
Interpretation:
36 percent of the respondents are highly satisfied with the quality of the
products, 32 percent of the respondents are satisfied with the quality of the products,
24 percent of the respondents are moderately satisfied with the quality of the
products, 4 percent of the respondents are not satisfied with the quality of the
products, 4 percent of the respondents are highly not satisfied with the quality of the
products.
40
MBA PROJECT BOYZ
12. Quality of products.
Table 4.12
ChoiceNo. of
RespondentsPercentage
Highly satisfied 4 16
Satisfied 6 24
Moderate 8 32
Not satisfied 5 20
Highly dissatisfied 2 8
Figure 4.12
05
101520253035
Highly
satis
fied
Satisf
ied
Mod
erate
Not satis
fied
Highly
diss
atisf
ied
No. of Respondents
Percentage
Interpretation:
16 percent of the customers are highly satisfied with the promotional
schemes, 24 percent of the customers are satisfied with the promotional schemes,
32 percent of the customers are moderately satisfied with the promotional schemes,
20 percent of the customers are not satisfied with the promotional schemes, 8
percent of the customers are highly dissatisfied with the promotional schemes.
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MBA PROJECT BOYZ
13. Service by the employees.
Table 4.13
ChoiceNo. of
RespondentsPercentage
Highly satisfied 6 24
Satisfied 8 32
Moderate 7 28
Not satisfied 3 12
Highly dissatisfied 1 4
Figure 4.13
05
101520253035
Highly
satis
fied
Satisf
ied
Mod
erate
Not satis
fied
Highly
diss
atisf
ied
No. of Respondents
Percentage
Interpretation:
24 percent of the respondents are highly satisfied with the service by the
employees, 32 percent of the respondents are satisfied with the service by the
employees, 28 percent of the respondents are moderately satisfied with the service
by the employees, 12 percent of the respondents are not satisfied with the service
by the employees, 4 percent of the respondents are highly dissatisfied with the
service by the employees.
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MBA PROJECT BOYZ
14. Sales returns/handling grievances.
Table 4.14
ChoiceNo. of
RespondentsPercentage
Highly satisfied 6 24
Satisfied 6 24
Moderate 8 32
Not satisfied 3 12
Highly dissatisfied 2 8
Figure 4.14
05
101520253035
Highly
satis
fied
Satisf
ied
Mod
erate
Not satis
fied
Highly
diss
atisf
ied
No. of Respondents
Percentage
Interpretation:
24 percent of the respondents are highly satisfied with the sales
returns/handling grievances, 24 percent of the respondents are satisfied with the
sales returns/handling grievances, 32 percent of the respondents are moderately
satisfied with the sales returns/handling grievances, 12 percent of the respondents
are not satisfied with the sales returns/handling grievances, 8 percent of the
respondents are highly dissatisfied with the sales returns/handling grievances.
43
MBA PROJECT BOYZ
15. Credit terms.
Table 4.15
ChoiceNo. of
RespondentsPercentage
Highly satisfied 5 20
Satisfied 7 28
Moderate 10 40
Not satisfied 3 12
Highly dissatisfied 0 0
Figure 4.15
05
1015202530354045
Highly
satis
fied
Satisf
ied
Mod
erate
Not satis
fied
Highly
diss
atisf
ied
No. of Respondents
Percentage
Interpretation:
20 percent of the clients are highly satisfied with credit terms, 28 percent of
the clients are satisfied with credit terms, 40 percent of the clients are moderately
satisfied with credit terms, 12 percent of the clients are not satisfied with credit
terms.
44
MBA PROJECT BOYZ
16. Overall customer relationship management.
Table 4.16
ChoiceNo. of
RespondentsPercentage
Highly satisfied 5 20
Satisfied 8 32
Moderate 10 40
Not satisfied 1 4
Highly dissatisfied 1 4
Figure 4.16
05
1015202530354045
Highly
satis
fied
Satisf
ied
Mod
erate
Not satis
fied
Highly
diss
atisf
ied
No. of Respondents
Percentage
Interpretation:
20 percent of the respondents are highly satisfied with the overall relationship
management, 32 percent the respondents are satisfied with the overall relationship
management, 40 percent the respondents are moderately satisfied with the overall
relationship management, 4 percent the respondents are not satisfied with the
overall relationship management, 4 percent the respondents are highly dissatisfied
with the overall relationship management.
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MBA PROJECT BOYZ
17. Delivery of goods within the specified period.
Table 4.17
ChoiceNo. of
RespondentsPercentage
Yes 21 84
No 4 16
Figure 4.17
0
10
20
30
40
50
60
70
80
90
No. of Respondents Percentage
Yes
No
Interpretation:
84 percent of the respondents respond that Adonize Gifts is delivering goods
within the specified period, 16 percent of the respondents respond that Adonize Gifts
is not delivering goods within the specified period.
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MBA PROJECT BOYZ
18. Regular follow-up calls from the company during any specific
occasions.
Table 4.18
ChoiceNo. of
RespondentsPercentage
Yes 15 60
No 10 40
Figure 4.18
0
10
20
30
40
50
60
70
No. of Respondents Percentage
Yes
No
Interpretation:
60 percent of the respondents respond that they are receiving regular follow-
up calls from the company during specific occasions, and 40 percent of the
respondents respond that they are not receiving regular follow-up calls from the
company during specific occasions.
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MBA PROJECT BOYZ
19. The Sales returns or complaints are sorted out with in how many days of
placing the complaints.
Table 4.19
ChoiceNo. of
RespondentsPercentage
Within one day 4 16
Within 2-3 days 14 56
One week 5 20
More than one week 2 8
Figure 4.19
0
10
20
30
40
50
60
With inOne day
With in 2-3Days
One week More thanOne week
No. of Respondents
Percentage
Interpretation:
16 percent of the customers told that the sales returns or complaints are
sorted out with in one day of placing the complaints, 56 percent of the customers
told that the sales returns or complaints are sorted out with in 2-3 days of placing the
complaints, 20 percent of the customers told that the sales returns or complaints are
sorted out with in one week of placing the complaints, 8 percent of the customers
told that the sales returns or complaints are sorted out more than one week of
placing the complaints.
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MBA PROJECT BOYZ
20. Provision of regular formal feedback to the company about product/service
related satisfaction.
Table 4.20
Choice No. of Respondents Percentage
Yes 22 88
No 3 12
Figure 4.20
0
10
20
30
40
50
60
70
80
90
100
No. of Respondents Percentage
Yes
No
Interpretation:
88 percent of the customers are giving regular formal feedback to the
company about product/service related satisfaction, 12 percent of the customers are
giving regular formal feedback to the company about product/service related
satisfaction.
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MBA PROJECT BOYZ
21. The products are meeting the quality standards.
Table 4.21
Choice No. of Respondents Percentage
Yes 19 76
No 6 24
Figure 4.21
0
10
20
30
40
50
60
70
80
No. of Respondents Percentage
Yes
No
Interpretation:
76 percent of the respondents have an opinion that the company’s products
are meeting their quality standards, 24 percent of the respondents have an opinion
that the company’s products are not meeting their quality standards.
50
MBA PROJECT BOYZ
CHAPTER 5
RESULTS AND DISCUSSIONS
5.1 Findings of the Study
40 percent of the Adonize Gifts’ customers are purchasing Gifts and
Mementos, 24 percent are purchasing T-Shirts and Caps, 16 percent are
purchasing Jackets and Leather Items, and 20 percent are purchasing
Electronics Items.
48 percent of Adonize Gifts’ customers are purchasing products once in a
month, 32 percent are purchasing twice in a month, 12 percent are
purchasing once in a week, and 8 percent are purchasing more than four
times.
12 percent of the average order value in each purchase of products by
Adonize Gifts’ customers is less than 10000, 28 percent is from 10000-20000,
40 percent is from 20000-40000, and 20 percent is 40000 and above.
56 percent of the customers are placing their orders through online, 20
percent are through fax/couriers, 12 percent are through telephonic, and 12
percent are through face to face interaction.
52 percent of the respondents told that the average time taken to fulfill the
requirements is within a week, 28 percent of the respondents told that the
average time taken to fulfill the requirements is 2-5 days, 20 percent of the
respondents told that the average time taken to fulfill the requirements is
more than a week, and 0 percent of the respondents told that the average
time taken to fulfill the requirements is within a day.
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MBA PROJECT BOYZ
20 percent of the customers respond that the mechanism of price fixation is
negotiated for every order, 56 percent of the customers respond that the
mechanism of price fixation is fixed for certain period, 0 percent of the
customers respond that the mechanism of price fixation is standard all the
time, and 24 percent of the customers respond that the mechanism of price
fixation is through other ways.
88 percent of the respondents respond that the price fixation mechanism is
not chosen as per the terms and conditions of the clients, and 12 percent of
the respondents respond that the price fixation mechanism is chosen as per
the terms and conditions of the clients.
40 percent of the customers are highly satisfied with the product variety, 28
percent of the customers are satisfied with the product variety, 24 percent of
the customers are moderately satisfied with the product variety, 8 percent of
the customers are not satisfied with the product variety.
24 percent of the respondents are highly satisfied with the pricing strategies,
20 percent of the respondents are satisfied with the pricing strategies, 32
percent of the respondents are moderately satisfied with the pricing
strategies, 16 percent of the respondents are not satisfied with the pricing
strategies, and 8 percent of the respondents are highly not satisfied with the
pricing strategies.
28 percent of the clients are highly satisfied with the delivery time, 32 percent
of the clients are satisfied with the delivery time, 24 percent of the clients are
moderately satisfied with the delivery time, 12 percent of the clients are not
satisfied with the delivery time, 4 percent of the clients are highly not satisfied
with the delivery time.
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MBA PROJECT BOYZ
36 percent of the respondents are highly satisfied with the quality of the
products, 32 percent of the respondents are satisfied with the quality of the
products, 24 percent of the respondents are moderately satisfied with the
quality of the products, 4 percent of the respondents are not satisfied with the
quality of the products, 4 percent of the respondents are highly not satisfied
with the quality of the products.
16 percent of the customers are highly satisfied with the promotional
schemes, 24 percent of the customers are satisfied with the promotional
schemes, 32 percent of the customers are moderately satisfied with the
promotional schemes, 20 percent of the customers are not satisfied with the
promotional schemes, 8 percent of the customers are highly dissatisfied with
the promotional schemes.
24 percent of the respondents are highly satisfied with the service by the
employees, 32 percent of the respondents are satisfied with the service by
the employees, 28 percent of the respondents are moderately satisfied with
the service by the employees, 12 percent of the respondents are not
satisfied with the service by the employees, 4 percent of the respondents are
highly dissatisfied with the service by the employees.
24 percent of the respondents are highly satisfied with the sales
returns/handling grievances, 24 percent of the respondents are satisfied with
the sales returns/handling grievances, 32 percent of the respondents are
moderately satisfied with the sales returns/handling grievances, 12 percent of
the respondents are not satisfied with the sales returns/handling grievances,
8 percent of the respondents are highly dissatisfied with the sales
returns/handling grievances.
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MBA PROJECT BOYZ
20 percent of the clients are highly satisfied with credit terms, 28 percent of
the clients are satisfied with credit terms, 40 percent of the clients are
moderately satisfied with credit terms, 12 percent of the clients are not
satisfied with credit terms.
20 percent of the respondents are highly satisfied with the overall relationship
management, 32 percent the respondents are satisfied with the overall
relationship management, 40 percent the respondents are moderately
satisfied with the overall relationship management, 4 percent the respondents
are not satisfied with the overall relationship management, 4 percent the
respondents are highly dissatisfied with the overall relationship management.
84 percent of the respondents respond that Adonize Gifts is delivering goods
within the specified period, 16 percent of the respondents respond that
Adonize Gifts is not delivering goods within the specified period.
60 percent of the respondents respond that they are receiving regular follow-
up calls from the company during specific occasions, and 40 percent of the
respondents respond that they are not receiving regular follow-up calls from
the company during specific occasions.
16 percent of the customers told that the sales returns or complaints are
sorted out with in one day of placing the complaints, 56 percent of the
customers told that the sales returns or complaints are sorted out with in 2-3
days of placing the complaints, 20 percent of the customers told that the sales
returns or complaints are sorted out with in one week of placing the
complaints, 8 percent of the customers told that the sales returns or
complaints are sorted out more than one week of placing the complaints.
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88 percent of the customers are giving regular formal feedback to the
company about product or service related satisfaction, 12 percent of the
customers are giving regular formal feedback to the company about
product/service related satisfaction.
76 percent of the respondents have an opinion that the company’s products
are meeting their quality standards, 24 percent of the respondents have an
opinion that the company’s products are not meeting their quality standards.
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5.2 SUGGESTIONS
Company should implement ZERO DEFECT in each level of activity
especially delivery mechanism, quality standard and customer relationship.
Introduce more business promotional schemes like initiate sponsorship of
internal events happening in the client companies, giving compliment gifts to
the clients etc. to compete in the market.
Introduce new technologies (Internet) to receive orders.
Instead of focusing few particular products, company can increase their
product line by offering variety of other products also as per the client
expectations.
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5.3 CONCLUSION
Corporate Gifts and promotional products are essential aspects of the identity
of a company. The Microeconomics of each industry regard the practice of giving
away promotional products and Corporate Gifts as an important factor in
establishing the presence of the company in the market. This practice works only if
the products are good and innovative. Both the Corporate decision-makers and
manufacturer should understand the requirement of people and go ahead before
deciding a gift and thus bring harmony in the art of gifting and being gifted.
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APPENDICES:
QUESTIONNAIRE
K.S.RANGASAMY COLLEGE OF TECHNOLOGY
DATE: Q.S.No:
Dear sir/madam,
I am Vishnu. V. R, pursuing MBA IV semester (Marketing and HR) at
K.S.Rangasamy College of Technology, affiliated to Anna University. As a part of
curriculum, I am undertaking a project titled as “ANALYSIS TO FIND OUT HOW TO
ADD VALUE IN WHOLESALING IN ADONIZE GIFTS, BANGALORE”. In this
regard, I kindly request you to provide the vital information needed for the successful
completion of the above mentioned project. I assure that the information so collected
would be used only for the academic use.
Thanking You,
Vishnu. V. R
Name of the company:Address:
Phone:Website:Name of the person contacted:Designation:E-mail:
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Please tick the appropriate answer/option as applicable to you.
1. What types of products do you purchase from Adonize Gifts?
Gifts/mementos T-shirts/caps Jackets/Lather Items Electronic Items
2. Please indicate the frequency of purchase of above mentioned items from the company.
Once in a month Twice in a month Once in a week More than 4 times
3. Please indicate the average order value in each purchase
Less than 10000 10000 – 20000 20000 – 40000 40000 & above
4. Please indicate the mode of placing the order during your requirement
Online (e-mail) Face to face interaction Telephonic Fax/courier Any other please specify……………………..
5. What is the average time taken by the company to fulfill the requirement
Within a day 2 – 5 days Within a week More than a week
6. What is the mechanism of price fixation
Negotiated for every order Fixed for certain period Slandered all the time Other (specify………………….)
7. The price fixation mechanism is chosen as per the terms and conditions of clients
YES NO
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8. Please indicate the satisfaction level on the various parameters of services provided by the company
1) Highly satisfy
2) Satisfy
3) Moderate
4) Not satisfy
5) Highly dissatisfied
A) Assortment (product variety)B) PricingC) Delivery time D) Quality of productsE) Sales promotional schemes F) Service by the employeesG) Sales returns/handling grievancesH) Credit termsI) Overall relationship management
Incase the option is four or five specify
reason…………………………………………….
9. Are the goods deliver within the specified period
YES NO
10.Do you receive regular follow-up calls from the company during any specific occasions?
YES NO
11. The sales returns or the complaints are sorted out within how many days of placing the complaints
Within one day Within 2 – 3 days One week More than one week
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12.Do you provide any regular formal feedback to the company about product/ service related satisfaction?
YES NO
13.Are the products meeting your quality standards?
YES NO
14.Please suggest measures to the company to improve the services offered to increase total satisfaction……………………………………………………………………………
…………………………………………………………………………………………
…………………………………………………………………………………………
…………………………………………………………………………………………
…………………………………………………………………………………………
Thank you very much for your cooperation.
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REFERENCES
Books
Cooper and Schultz, Business Research Methods, Tata McGraw Hill, 2001
Philip Kotler, Marketing Management, Pearson Education, 2003
Perreault and McCarthy, Basic Marketing, McGraw Hill, 2005
Website
www.wikipedia.net
www.google.com
www.clustey.com
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