promotion strategies study at koyas pvt

EFFECTIVENESS OF PROMOTIONAL STRATEGIES

ADVANCED MANAGEMENT COLLEGE

INTRODUCTION TO PROMOTIONAL STRATEGIES

Every business aims at maximization of production or services at the least possible cost to

make profit. All business units compete with one another for capturing a good share of the

market with the intention of maximizing profit generally, profit depends on the volume of sales

however when the member of conception increases it becomes difficult to sell the product in

very large quantities. Selling has become more difficult as product like TV sets; videos etc

have become more technical. General public requires more information regarding a product

from the manufactures. Promotional activities are designed to provide such information to the

public and to make all other marketing activities more effective.

Businessman adopts promotion as their mode of communications to the public. Promotional

activities are so designed as to inform,. Persuade and remind the buyers of the company's

offers one such promotional activity adopted by the company is sales promotion which

prompts the sales force, dealers and consumers to buy the product.

Sales promotion is an action, which increases the volume of Sales. In a broad sense, the term

'Sales promotion' refers to promotion as discussed as the all the activities of personal selling,

publicity, advertising and Sales promotion has been technically defined to include display,

demonstration contests and trading stamps. "It applies to assorted non-recurrent and some

what extra ordinary non-personal selling effect". "Sales promotion consists of a wide variety of

promotional tools designed to stimulate earlier and or stronger market response. They include

tools for consumer promotion (e.g. Sample coupons money-refund offers, prices after

premiums contents, trading stamps, demonstrations) trade promotion (e.g. buying

allowances, free goods, merchandise allowance, co-operative advertising push money, dealer

sales contests) and sales force promotion (e.g. bonus) sales promotion efforts are directed at

final consumers and are designed to motivate, persuade and that are offered. Sales persons

adopt several techniques for Sales enhancement. Creative sales promotion can be very

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effective. If the marketing manager’s responsibility to specify promotion objectives and

policies.

VARIOUS TYPES OF SALES PROMOTION

Direct marketing

Exhibition

Sales camp

Free products&Samples

Store Display

Premium

Trade Shows

Coupons

PERSONAL SELLING

Personal selling consists of persons to communication between the sales persons and

their prospects. Unlike advertising, it involves personal interactions between the sources and

the destination. Advertising aims at grouping the shotgun approach, while personal selling

aims at individuals the right approach. Sales persons are in the position to tailor their messages

according to the unique characteristics of each prospect. Further, by observing and listening,

sales persons receive immediate feedback on the extent to which their messages are getting

across. If feedback indicates that the message is not getting across, the sales person may

quickly adjust it or the method of its presentation.

Personal selling may be a very intense means of promotion. Consumers can easily leave

the room-during a TV commercial, ignore a store display. The most effective method of

promotion probably is to have sales person provided that the organization has sufficient funds.

The most effective method of promotion probably is to have sales person call upon every target

consumers, for many institutions, especially those that appeal to the mass market, this would be

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terribly inefficient. As a result, they employ mass marketing techniques such as advertising,

personal selling is very important in industrial marketing

SALES PROMOTION OBJECTIVE:

Sales promotion objectives are consistent with marketing & marketing communications

objectives. However, they may vary with the type of target market & points of cannel. In spite

of several objectives of sales promotion, they may be classified into two categories

a) Fundamental Objectives:

Informing to the customers about product

Reminding about the product

To introduce new products.

To attract new customers.

To help the firm remain competitive.

To increase sales in off seasons.

To add to the stock of the dealers.

To increase sales volume.

To face competition effectively.

To keep the memory alive

To induce middlemen

The word ‘Advertising’ has its origin from a Latin word ‘Adventure’ which means to

turn to. The dictionary meaning of the word is ‘to announce publicity or to give public

concerned to a specific thing which has been announced by the advertiser publicity in order to

inform and influence them with the ideas which the advertisement carries. In business world

the terms in mainly used with reference to selling the product of the concern.

The advertising, as Jones defines it is "a sort of machine made mass production method

of selling which supplements the voice and personality of the individual salesman, such as

manufacturing the machine supplements the hands of the craftsman." It is thus a process of

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buying/sponsor/identified media space or time in order to promote a product or an idea. From a

careful scrutiny of the above definition, the following points emerge :

Advertising is a paid form and hence commercial in nature. This any sponsored

communication designed to influence buyer behavior advertising.

Advertising is non-personal. Unlike personal selling, advertising is done in a non-

personal manner through intermediaries or media whatever the form of advertisement (Spoken,

written or visual). It is directed at a mass audience and not directed at the individual as in

personal selling.

Advertising promotes idea, goods and services. Although most advertising is designed

to help sell goods, it is being used increasingly to further public interest goals.

Advertising is identifiable with its sponsoring authority and advertiser. It discloses or

identifies the source of opinions and ideas.

Advertising thus is

1. Impersonal

2. A communication of ideas about the product.

3. Aimed at mass audience

4. By a paying sponsor(dealer& sub dealer).

Advertising is a sales tool to bring buyers and sellers together for the exchange of goods and

services. In any competition, a service provider needs an edge, a reason for the customer to

select him. From prehistorical times, there has been some form of communication concerning

the availability and sources of goods and services.

Advertising as a part of promotion is a very important for business people and companies.

When the businesses try to promote their companies and products, they face some problems

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and one of them is how to deliver the message. Some companies and business people prefer to

create advertising by themselves; so they need some good advice and useful information.

Finally, the companies wish to know the examples of advertising of other companies that will

be helpful to them.

ADVERTISING EFFECTIVENESS

The development of advertising goals, and a sound basis for evolving an evaluation

framework, can be aided by envisaging the following five stages in a purchase decision:

1. Creating an awareness of the product or idea in the minds of potential buyers/acceptors

2. Fostering a favorable a attitude for the product

3. Establishing preference for the brand

4. Arousing interest to buy the brand

5. Helping to achieve the sale, receipt of order or acceptance of idea.

The common practice of treating incremental sales during the period of advertising as being

its outcome is not valid in most cases. The factors effecting sales are so numerous that they

defy measurement. In many cases, it may be more relevant and meaningful to limit post-testing

to various stages in the buying process, such as creation of awareness of a brand, development

of favorable attitudes towards a brand or changes in knowledge about an organization or

disposition towards it.

ADVERTISING PLANNING AND STRATEGY

It consists of the following:

1) Analysis of the market and proper segmentation.

2) Set out marketing and advertising objectives.

3) Finalize marketing and advertising budgets.

4) Create art, copy and total visual.

5) Finalize the media and

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6) Coordinate with other marketing mix factors like sales promotion etc.

IMPORTANCE OF ADVERTISING

It is advertising that enables the businessman to make continuous mass production for

the wide international market. Not only does it convey sales information to potential buyers, it

contains positive force determining the action of buyers as well.

It applies a veiled method of persuasion to secure patronage for product in the market.

In the case of existing products, advertising has paved the way for a steadily rising flow of

goods to the market.

ADVERTISING STRATEGIES

A strategy refers to a large-scale, future oriented plan for interacting with the

competitive environment to optimize achievements of the company’s goals. It is for both the

financial and non-financial benefits to an organization. Strategic Management is a set of

decisions and actions resulting in the formulation of strategies designed to achieve the

objectives of an organization.

The complexities and sophistication of business decision-making requires strategy

marketing and innovative advertising strategies. Advertising strategies are “the link between

advertising objectives and plans and pave the ground for their implementation.”

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RESEARCH DESIGN OF THE STUDY

SCOPE OF THE STUDY

Sales promotion is an action, which increases the volume of Sales. In a broad sense, the

term 'Sales promotion' refers to promotion as discussed as the all the activities of personal

selling, publicity, advertising and Sales promotion has been technically defined to include

display, demonstration contests and trading stamps. "It applies to assorted non-recurrent and

some what extra ordinary non-personal selling effect.

OBJECTIVES OF THE STUDY

The present study is carried out with the following objectives:

1. To study the consumer perception towards Advertisement of companies products.

2. To find out the consumer awareness about the products.

3. To know about the consumers satisfaction with the advertisement given by the

company.

4. To find out what the consumers look for the media for advertisement.

5. To find out the opinion of the consumers about company advertisement.

6. To find out the frequency of advertisement preferred by the consumers.

7. To know about the expectations of the consumers on companies products.

METHODOLOGY

The present study was based both on primary and secondary data. The primary data

have been collected through survey method. The relevant information and data have been

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collected through canvassing a well-designed questionnaire/schedule. The researcher has

prepared separate questionnaire/schedule for getting information from respondents. The well-

structured questionnaires/schedules were pre tested to know its relevance to collect the

required information from the respondents.

The primary information collected was tabulated systematically and converted into

tables. The relevant statistical tools were used to interpret and analyze the data collected from

the primary sources. We have used the graphic methods to make the presentation and analysis

more effective. For the purpose of gathering secondary data on the topic books, articles,

reports, newsletters, bulletins, CD ROMs, microfilms, journals, magazines.

SOURCE OF DATA

Primary Data - interview, questionnaire

Secondary Data - company report, company journals

RESEARCH DESIGN

STATEMENT OF THE PROBLEM

KOYA’S PERFUMERY WORKS is the manufacturer and Supplier of INCENSE STICKS.

This study tries to give brief information about the level of customer satisfactions .This survey

could also help KOYA’S PERFUMERY WORKS to improvise their technology, marketing &

Sales Promotion strategy to improve the customer satisfaction

SAMPLING DESIGN

Sampling is a way of drawing sample units from the universe/or from a populaton. Simple

Random Technique is adopted to select the sample for this study. The sample size adopted for

the study is as follows.

Accordingly, 100 respondents have been drawn on the basis of random sampling.

Sampling Technique

Type of Sampling- Random Sampling

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Sampling Size - Expected sampling size of this study is 100 .

Method of Data collection

Observation

Interview

Questionnaires.

INDUSTRY PROFILE

Incense has been a part of the Indian heritage. A way of life Incense sticks have been for ages,

been associated with spirituality and fragrance of life Time, has only refined the art of creating

rich and aesthetic art.

Historical Perspective

The usage of incense sticks has been a part and parcel and in fact is woven in the fabric of

Indian culture from time immemorial equally important or more important, incense sticks has

always been used on every occasions, be it religious or an occasion for joy or sorrow.

In Vedic times, incense sticks were not only meant to symbolize an occasion or an important

event were also used to lend fragrance to the air we breathe as well as to induce a state of mind

conducive for the physical and mental well being of the person inhaling the fragrance emitted

by the incense sticks .

Scientific Base

Essential oils which form an essential part of raw materials used in the manufacture of incense

sticks. The de-odorized atmosphere and the pleasing smell soothe the nerve and render the

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atmosphere congenial for concentration, meditation and prayers. Ayurvedya prescribes the use

of incense in sick rooms, mainly due to its anti-septic nature which enables it to purify air as

well as because of the curative properties.

Historical profile - Recent Past

There was a suppressed demand for incense sticks, even from the common man and to widen

its area of usage, in the form of sticks or cones were developed. They are handy and dry and

could be lit or used whenever required. However, India being a vast country, communication

was found to be a main bottleneck for transporting this commodity from the manufacturing

centre to the consuming public. In the olden days, incense sticks were mainly a localized

industry, patronized by Maharajas.

Development and Growth of the incense sticks Industry

The availability of incense sticks in the present form, to a large extent, has to be ascribed to the

enterprising nature of the Hindu community, mainly from the south India. It was they, who

started making use of bamboo stick as the core, and a gummy wood powder as the binding

medium to apply the mass to these sticks by hand-rolling process. They had an intimate

knowledge of perfumery materials like Civet, Musk, Saffron, Barneol, Cloves, Cassia, Agar

wood, Sandalwood, Gum, Benzoine, Halmaddi Etc., dry flowers and roots like Rose and

Vettivert, leaves like Davana, Patchouli etc. besides attars of Rose, Sandal, Khus and Hina

which they used to produce excellent incense sticks of reputed qualities.

One factor which has remained constant where this industry is concerned has been the fact that

each individual manufactures considered his product to be unique and different. Each incense

stick has always been hand-rolled by the individual without in anyway using any mechanical

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device in its manufacture. But today some companies are using machinery for manufacturing

of incense sticks.

Incense sticks - A Handicraft Industry

Recognizing the unique nature of the units engaged in the manufacture of this product

and acknowledging that incense sticks is a specialty product, the Ministry of Commerce,

Government of India, accorded the status of "Handicraft Industry - Hand made typically

Indian" to this industry in 1983.

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COMPANY PROFILE

This company is located at Cheruvannoor, Calicut -97 which is 16 km ride from

majestic. The executives of this company are interested in the improvement of this company.

During the time of establishment, this unit was sole proprietorship but in 1999 it was changed

into a partnership firm.

Some important points of the company are as under:

Name of the company Koya’s perfumery works.

Address Cheruvannoor north

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CALICUT- 673590.

Year of establishment 1970

Form of organization Partnership firm.

Accounting year April-March

Bankers Syndicate Bank

Mr. Ahmed Kutty was the Founder of the Koya’s Perfumery Works .Which was established in

1970. At the time of establishment period company launched “Jai Jawan” and other relating

products. These products were quality and fragrance rich and the standard was also uniformly

maintained. The company always delivered what the market demanded and so the products

were soon well known in the market. .

Till 1999 –2000, the turnover was noted to be 1 crore and then it reached up to 5 crores with

20% market share had got place in top 5 products of incense sticks. There were 22 products in

the market at that time.Now the company has diversified and started manufacturing toilet

Soaps & Detergent Powder. Koya’s Perfumery Works recently established a new factory and

name of that company is Koya’s Perfumery & Parma Pvt. Ltd.

PRODUCTS OF THE COMPANY

This company produces 25 types of incense sticks and the prices are reasonable in comparison

with other Rival Products.

The company is more famous by its best product like “Maya supreme” and “Intimate” incense

sticks. Some of their products are region wise popular, like “Maya supreme” and “Mogra” are

popular in Kerala, “Intimate” in Tamilnadu and “Karnataka, etc.

They also have multiple pack incense sticks like Season fresh, Season fresh has 7 different

fragrance. Each namely, Musk, Lavender, Rose, Amber, champa, Jasmine, Sandal. These

packets are in hexagonal in shape. There are 7 different packs, for each day of a week.

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INCENSE STICS

A. Intimate

B. Maya Supreme

C. Mogra

D. Rose

E. Pakkanar

F. MM 16

G. Dream Flower

H. Vishnu Leela

I. Himalaya

J. Kalyan Hundred

K. Demand Hundred.

L. Season fresh

MAYA SUPREME

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DEMAND HUNDRED

INTIMATE

15



MOGRA

PRICE LIST

Manufactures and Exporters of quality incense sticks. Koya’s Perfumery Works,

Cheruvannoor North, CALICUT. 673590

ITEMS PACKING

STICKS

UNIT RATE

Intimate 50 G.M. Dozen 90.00

Maya

Supreme

30 G.M. Dozen 90.00

Mogra 40 G.M. Dozen 85.00

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DreamFlower 40 G.M. Dozen 70.00

Vishnu Leela 50 G.M. Dozen 90.00

Rose 40 G.M. Dozen 85.00

MM 16 75 G.M. Dozen 85.00

Mullamber 30 G.M. Box 48.00

Season Fresh 40 G.M. Box 90.00

Himalaya 75 G.M. Box 80.00

Kalyan

Hundred

50 G.M. Dozen 150.00

Demand

Hundred.

22 G.M. Dozen 82.00

SIZE OF UNIT

Size of the unit means, what is the investment of the company, what is the turnover of

the company and what is their standard. There are some measures on the basis of which the

size of unit can be fixed by the total investments, while other is of the total employees.

According to government policy, there are certain standards regarding scale of operation.

Koya’s Perfumery Works has invested more than 6 crores rupees on its plant and other

fixed assets. Koya’s Perfumery Works s current turnover is 10 crores. And the company has

more than 1000 employees. So, Koya’s Perfumery Works has maximum features of large scale

industry.

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ADVERTISING EXPENSE

The company spends around 50 lakhs rupees for advertisement every year. The advertisement

is regularly given in newspaper, radio and in some south Indian regional television channels.

SALES TURNOVER

10 CRORES PER YEAR.

CURRENT OPERATIONS

Supplying in and around Calicut city and other parts of Kerala, Karnataka,

Tamilnadu, and Andrapradesh. and countries like sriLanka, Malasia and gulf countries.

ABOUT COMPETITORS

An incense stick Industries, due to its manual process requires small capital investment

and our government gives so many facilities to these industries therefore so many registered

and unregistered companies are already stable in the market. According to one survey of “AA

Associates Advertising Research Team”, Koya’s Perfumery Works got good appreciation in

producing quality incense sticks.

COMPETITORS

Cycle Brand

parimal mandir

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Padmini Products

Pradhan Perfumers

Raj Fragrance

Sai Flora

Shalimar Agarbathies

Shankar Perfumery

Vishwanath Agarbathi

Vasu agarbathies

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MISSION

To spread the fragrance of peace, harmony and vitality right across the world.

To blend ancient Indian knowledge of aroma with modern values and technology

To bring to fruition the right offerings to our customers worldwide.

To try and maintain sales of the company.

To try and cut down expenditure which the company incurs.

To try and reduce losses incurred by the company.

To increase the growth rate by 20% annually.

Zero breakdowns.

Zero maintenance.

Zero wastage.

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VISION

To have the Koya’s Perfumery Works range of brands widely available in over 10

countries in the next three years.

To also cater the widening array of customers, we envision that we will need to offer an

even wider range of products.

To concentrate more on exports in order to try and fulfill the demand from the public.

To concentrate on new segments in :incense sticks.

To develop new products.

To try out new market segments like super markets, departmental stores, etc.

To try and increase sales

21



ANALYSIS&INTERPRATATION

Table 1: No of Respondents

Source: Primary data

Sl no. Gender No.of respondent

1 Male 72

2 Female 28

total 100

From the above table it can be seen that about 72 per cent of the respondents belong to

the male group, and remaining 28 per cent from female . so we can understand that mainly the

customers are belongs to male because they take the buying decision.

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TABLE 2

EDUCATIONAL QUALIFICATIONS OF RESPONDENTS

EDUCATIONAL QUALIFICATIONS OF RESPONDENTS

From the above table it can be seen that about 48 per cent of the respondents are graduate, 32

per cent of the respondents are post-graduate, 12 per cent of respondents belong to primary

&secondary educated, and remaining 8 per cent of them are belong to the professional group.

Majority of them are graduate & post graduate.

23

Sl no Educational qualification Total

1 Primary & Secondary 12

2 Graduate 48

3 Post Graduate 32

4 Professional 8

Total 100



. TABLE 3

PROFESSION OF THE RESPONDENT

From the above table it can be seen that about 35 per cent of the respondents are student, 24

per cent of the respondents are housewife, 20 per cent of respondents belong to businessman,

and remaining 15 per cent & 6 per cent of them are belong to the salaried person and self

employed. It can be inferred that majority of them are students and housewife’s. Thus it can be

concluded that most of them are young and middle aged respondents using Maya Supreme.

24

Sl no. Profession Total

1. Student 35

2. Businessman 19

3. Housewife 24

4. Salaried person 15

5. Self-employed 6

Total 100



TABLE NO: 4

AGE GROUP OF RESPONDENT

25

Sl no. Age Total

1. 15-20 28

2. 21-30 21

3. 31-45 28

4. Above 45 years 23

Total 100



From the above table it can be seen that about 68 per cent of the respondents are

21-30 years of age group, 20 per cent of the respondents are comes under 15-20g years of age

group, remaining 8 per cent & 4 per cent respondent’s are31-45 & 46& above year’s age

group. From the above table it can be inferred that majority of them are young& middle aged

using Maya Supreme.

TABLE NO:5

NO OF RESPONDENTS USING MAYA SUPREME

26

Sl no Age Total

1. 15-20 24

2. 21-30 19

3. 31-45 29

4. Above 45 years 28

Total 100



From the above table it can be seen that about 100 per cent of the respondent

are users of Maya supreme. From the above table it can be inferred that the main userse of

product from30 and above aged, .

TABLE 6

INFORMATION ABOUT MAYA SUPREME

27

TNR

24

19

29 28

0

5

10

15

20

25

30

35

15-20 21-30 31-45 Above 45years USER SATISFACTION LEVEL




getting information through media, 16 per cent of the respondents are getting information

through relatives, and remaining 12 per cent & 8 per cent of them are getting information

through Neighbors & Friends. From the above table it can be inferred that majority of them are

getting information through media only. Thus it can be concluded that most of them are getting

awareness through leading Medias.

28

Sl no MEDIA Total

1. Friends 8

2. Neighbors 12

3. Relatives 16

4. Media 64

Total 100



TABLE – 7

TABLE SHOWING MEDIA SUGGESTED FOR ADVERTISEMENT


suggesting to give advertisement in television media, 28 per cent of the respondents are

suggesting to use newspaper, 24 per cent of respondents are more inclined towards Radio and

remaining 8 per cent& 4 per cent of them are prefer to suggest to use Billboards, magazine

&vehicle as medias. From the above table it can be inferred that majority of them are

suggesting to use television as advertising media.

29

Sl no Media suggested for advertisment Total

1. T.V 28

2. Radio 24

3. Newspaper 28

4. Billboards 8

5 Magazines 8

6 Vehicle advertisement 4

Total 100

Media suggested for Advertisement

28

24

28

8

8

0 10 20 30

T.V

Radio

Newspaper

Billboards

Magazines

med

ia

No. of Respondents



TABLE NO: 8

MEASURING THE QUALITY OF ADVERTISEMENT

From the above table it can be seen that about 28 per cent of the respondents are responding

that the quality of advertisement are good & satisfactory, 24 per cent of the respondents are

saying that the advertisement are not satisfactory, 20 per cent of respondents are responding

that the quality of advertisement are very good. From the above table it can be inferred that

majority of them are not happy about advertisement

30

Sl

No

MEASURING THE QUALITY OF

ADVERTISEMENT Total

1. Excellent 0

2. Very good 20

3. Good 28

4. Satisfactory 28

5 Not Satisfactory 24

Total 100



TABLE 9

FREQUENCY OF ADVERTISEMENT

From the above table it can be seen that about 44 per cent of the respondents are responding

that the frequency of advertisement are daily. 24 per cent of the respondents are responding

that the frequency of advertisement are coming rarely, 16 per cent of respondents are

demanding frequency of advertisement weekly, and remaining 12 per cent & 4 per cent of

them are demanding frequency of advertisement be often & monthly.

From the above table it can be inferred that majority of them are demanding

frequency of advertisement should be daily & regularly. . Thus it can be concluded that most of

them are rare to find advertisement.

31

Sl No Options No. Of respondents

1.

2.

3.

4.

5.

Often

Daily

Weekly

Monthly

Rarely

12

44

16

4

24



TABLE NO: 10

METHOD OF ADVERTISEMENT IS SATISFACTORY OR NOT

From the above table it can be seen that about 60 per cent of the respondents are not

happy about the method of advertisement, 40 per cent of the respondents are satisfied about the

method of advertisement.

From the above table it can be inferred that majority of them are not happy about

the method of advertisement. Thus it can be concluded that the advertisement should be more

effective.

32

Sl

NoOptions No. Of respondents

1.

2.

Yes

No

40

60

Satisfaction

40%

60%

Yes

No



TABLE NO: 11

ADVERTISEMENT RATING WITH OTHER COMPETITORS PRODUCTS


responding that the advertisement are not satisfactory comparing with other competitors, 32 per

cent of the respondents are responding that the advertisement are satisfactory comparing with

other competitors. And remaining 15 per cent & 05 per cent of them is responding that the

advertisement is good & very good.

From the above table it can be inferred that majority of them are not satisfactory

about the advertisement of KOYAS comparing with other competitors.

33

Sl

No OptionsNo. Of respondents

1.

2.

3.

4.

5.

Excellent

Very Good

Good

Satisfactory

Not Satisfactory

-

05

15

32

48



TABLE: 12

MEDIA SELECTED FOR ADVERTISMENT

From the above table it can be seen that about 40 per cent of the respondents are selecting

television has the media.30 per cent of the respondents are selecting newspaper has the media,

12 per cent of respondents selecting magazine has the media and remaining 15 per cent & 3 per

cent of them are selecting Radio & Internet has the media.

From the above table it can be inferred that majority of them are selecting

television has the media. Thus it can be concluded that most of them are prefer T.V has media.

34

Sl

No MediasNo. Of respondents

1.

2.

3.

4.

5

T V

RADIO

NEWSPAPER

MAGAZINE

INTERNET

40

15

30

12

3



ANALYSIS & INTERPRETATION BASED ON EMPLOYEE

Sl.No Designation No. of Reponses

1 Non Executive 80

2 Executive 20

Total 100

TABLE:1

DESIGNATION OF EMPLOYEES


non executive & 20 per cent of the respondents are executive,

From the above table it can be inferred that majority of them are non executive.

Thus it can be concluded that major portion of employees are non executive.

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TABLE:2

LENGTH OF SERVICE

SL.NO LENGTH OF SERVICE NO.OF RESPONSES

1 Less than 1 years NIL

2 Between 1 & 3 years 10

3 Between 3 & 6 years 17

4 6 years and above 73

TOTAL100

From the above table it can be seen that about 73 per cent of the respondents are having more

than 6 years of services, 17 per cent per cent of the respondents are having between 3&6 years

of services, 10 per cent of respondents having between 1&3 years of services.

From the above table it can be inferred that majority of them are good number of

services in the organization.

36



TABLE:3

QUALITY OF MAYA SUPREME

SL.NO RATING NO.OF RESPONSES

1 Excellent 78

2 Very Good 26

3 Good 2

4 Satisfactory -

5 Not Satisfactory -


accepting that the quality of product is excellent. 26 per cent of the respondents are accepting

that the quality of s is very good.2 per cent of respondents accepting as good. From the above

table it can be inferred that majority of them are accepting that the quality of Maya supreme is

excellent.

37



Table:4

ADVERTISEMENT SATISFACTION

Sl.no Responses No. of responses

1 YES 21

2 NO 79


not satisfied about advertisement, 21 per cent of the respondents are satisfied about

advertisement.

From the above table it can be inferred that majority of them are not happy about

the way the company advertisement.

38



TABLE 5

MEDIA TO SELECT FOR ADVERTISEMENT

From the above table it can be seen that about 75 per cent of the respondents are selecting TV

as the media for advertisement, 53 per cent of the respondents are preferring vehicle

advertisement., 41 per cent and 39 per cent are inclined towards Newspaper and Billboard

advertisement remaining 32 per cent, 23 per cent, 18 per cent of respondents are selecting

Radio, Magazine and Internet as the media for advertisement. From the above table it can be

inferred that majority of them are preferring TV as the media for advertisement this may be

because the number of viewer are more in this media.

39

SL.NO MEDIA NO.OF RESPONSES

1 TV 52

2 Radio 10

3 Newspaper 10

4 Magazine 8

5 Internet 6

6 Billboards 5

7 Vehicle advertisements 6

8 Any Other 03



TABLE :6 MAJOR COMPETITORS

40

SL.NO SOAPS NO.OF RESPONSES

1 CYCLE Brand 40

2 Parimal Mandir 08

3 Padmini Products 08

4 Sai Flora 10

5 Raj Fragrance 05

6 Shalmar Agarbathies 04

7 Shankar Perfumary 10

8 Vasu Agarbathies 10

9 Vishvananth Perfume 5



From the above table it can be seen that about 40 per cent of the100 respondents are

saying that the major competitor is from Cycle brand, 8 per cent are responding Padmini is the

major competitor, and 10 per cent of them are saying Saiflora are having the competition and

remaining 10 per cent, 10 per cent, 4 per cent, 5 per cent, 5 per cent and out of 100

respondents are responding that they are having competition with

parimal,raj,fragrance,Shalimar,Shankar,vasu,vishwananth.

From the above table it can be inferred that majority of them are reacting Cycle is the

major competitor in the market then only coming other brands.

TABLE:8

EFFECTIVE MEASURES ON ADVERTISEMENT

SL.NO OPTIONS NO OF RESPONSES

1 Change the media 40

2Increase frequency of

advertisement38

3 Wait and see for some more days 23

4 Any other 17

41



From the above table it can be seen that about 40 per cent of the100 respondents

are willing to go for change the media if the advertisement is not so effective, 38 per cent of

responding that they will go for increase the frequency of advertisement. And remaining 23 per

cent are reacting to wait and see the effectiveness measures to be taken in the advertisement

and the remaining 17 per cent reacting to go for any other measures.

From the above table it can be inferred that majority of them are willing to take

measures to change the media, and to increase the frequency of advertisement if the

advertisement is not so effective.

INTRODUCTION

The collected primary data from 100 respondents are analyzed in this chapter to find

out their dependency over the other. An attempt was made and Chi – Square is used to find out

their dependency and relationship of the variables over the factors. The factor taken into

consideration was the level of perception of the workers and the dependency of the variables

like Age, Gender, Departments, etc.

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Chi – Square test (Symbolically written as χ2 test) is a non-parameter test. It is used

most frequently in all research to test hypothesis. The test is similar in approach as Z test. χ2 –

test aims at determining whether significant difference exists among groups of data or whether

the differences are due to sampling. χ2 test is similar to ‘t’ test in that both depend upon the

degree of freedom involved.

When small number of degrees of freedom is involved, the distribution curve is greatly

skewed. As the number of degrees of freedom increases, the distribution curve becomes more

symmetrical and resembles the normal curve.

χ2 = (O – E) 2

E

Where,

O = Observed Frequency.

E = Expected Frequency.

Ho = Null hypothesis.

H1 = Alternate hypothesis.

Steps to calculate χ2 test

1. First of all expected frequencies (E) are computed.

2. Then we find out difference between observed (O) are expected (E) frequencies that is (O-

E) is computed.

3. Difference between observe (O) and Expected (E) are squared that is (O-E)2 is calculated.

43



4 The squared differences between frequencies (O-E)2 are divided by respective expected

frequencies (E) that is (O-E)2 / E is calculated.

5. These quotients are added together to obtain the total of computed χ2 values that is (O-E) 2 / E obtained.

6. The degrees of freedom (D.F) are calculated for the frequency table valued contingency

table using the formula.

Degree of Freedom = n-1

Where,

7. The calculated value is taken compared to the tabulate value of χ 2.

8. If the computed value is lesser than tabular value the null hypothesis accept

TABLE SHOWING THE RELATION SHIP BETWEEN MEDIA SUGGESTED FOR

ADVERTISEMENT BY CUNCUMERS

44



Sl no Media suggested for advertisment Total

1. T.V 28

2. Radio 24

3. Newspaper 28

4. Billboards 10

5 Magazines 10

Total 100

HO - There is no significant relationship in media suggested and effectiveness

Of advertisement

H1 - There is significant relationship in media suggested and effectiveness

Of advertisement

45



Feed back Observed

Value

(O)

Expected

Value

(E)

O-E

(O-E)2 (O-E)2/E

TV 28

20 8 64 3.2

RADIO 24

20 4 16 0.8

NEWS

PAPER

28

20 8 64 3.2

Bill Boards 10

20 -10 100 5

Magazine 10

20 -10 100 5

TOTAL 100

17.2

Chi square value = 17.2

Given,


5-1 =4

46



χ2 Calculated value = 17.2

χ2 Tabulated value = 9.488

Calculated value (17.2) < Tabulated value (9.49)

So we accept the Alternative hypothesis i.e., ‘H1

THE TABLE SHOWING MEASURING THE QUALITY OF ADVERTISEMENT

47

Sl

No

MEASURING THE QUALITY OF

ADVERTISEMENT Total

1.Excellent 0

2. Very good 20

3. Good 28

4.Satisfactory

28

5Not Satisfactory

24

Total 100



HO -There is no significant relationship in measuring the quality of

advertisement and effectiveness

H1 - There is significant relationship in measuring the quality of

advertisement and effectiveness

Feed back

Observed

Value

(O)

Expected

Value

(E)

O-E (O-E)2 (O-E)2/E

Excellent 0

20 -20 400 20

Very good 20

20 0 0 0

GOOD 28 20 8 64 3.2

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Satisfactory 28 20 8 64 3.2

Not

Satisfactory

24 20 4 16 0.8

TOTAL 100 27.2

Given,


5-1 =4




So we accept the Alternative hypothesis i.e., ‘H1

TABLE SHOWING RELATIONSHIP OF FREQUENCY AND EFFECTIVENESS OF

ADVERTISEMENT

49

Sl No Options No. Of respondents

1.

2.

3.

4.

5.

Often

Daily

Weekly

Monthly

Rarely

12

44

16

4

24



HO -There is no significant relationship in frequency and effectiveness of

advertisement

H1 - There is significant relationship in frequency and effectiveness of advertisement

Feed back Observed

Value

(O)

Expected

Value

(E)

O-E

(O-E)2 (O-E)2/E

Often 12

20 -8 64 3.2

50



Daily 44

20

-24 576 28.8

Weekly 16 20 -4 16 0.8

Monthly 4 20 -16 256

12.8

Rarely 24 20 4 16 0.8

TOTAL 100 46.4

Given,


5-1 =4




So we accept the Alternative hypothesis i.e., ‘H1’

THE TABLE SHOWING METHOD OF ADVERTISEMENT IS SATISFACTORY

OR NOT

51

Sl

NoOptions No. Of respondents

1.

2.

Yes

No

40

60



HO -There is no significant relationship in method of advertisement

and costumer satisfaction

H1 - There is significant relationship in method of advertisement

and customer satisfaction

Feed back Observed

Value

(O)

Expected

Value

(E)

O-E

(O-E)2 (O-E)2/E

Yes 40 50 -10 100 2

NO 60 50 10 100 2

TOTAL 100 4

Chi square value =4

Given,


5-1 =4

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χ2 Calculated value = 4


Calculated value (4) < Tabulated value (9.49)

So we accept the Null hypothesis i.e., ‘H0’

FINDINGS, SUGGESTIONS AND CONCLUSION

FINDINGS

1. The main purchasing decision will be taken by males,i.e72% of respondent was

male category & remaining was female

2. The majority of the users are middle age & housewives, that is28% of consumers

were aged between 31-48,another 28% were 15-20.

3. The majority of the users are getting information through Medias and through

other ways like relatives, neighbor, and friends only,64% of consumers informed

by medias and others were from relatives, neighbors extra..

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4. 28% of the consumers they are telling that the best media for awareness is

television & another 28% by newspaper. And remaining are choosing radio,

magazine, Internet.

5. 28% of consumers stated that the quality of advertisement is satisfactory.

6. 44% of the consumers states that frequency of advertisement come to the

awareness daily.

7. 60% of the respondent finds that the method of advertisement followed by the

organization is not satisfactory.

8. 48% 0f the respondents states that the ratings on advertisement given by the

respondents are not satisfactory compare with other competitors.

9. Consumers agreed that the consumers having lack of information & other details

about Maya supreme.

10. The major survey made on non-executives that will come around 80% because of

the more number of non-executives..

11. 79% 0f the staff states that the effectiveness of the advertisement is not satisfied

compared with other competitors advertisement.

12. It can be conclude that the 52% of employees are preferred to give advertisement

in TV because of large number of audience .

13. 40% of the employees states that the cycle brand is the main competitor of the

maya supreme ,then sai flora.

SUGGESTIONS

1. Koya’s perfumary pvt ltd should try to attract lower middle class and upper class people

too.

2. The company should maintain good customer relationship (Present Happening trend) with

the current customers and try to deliver value and satisfaction to them.

3. The company should concentrate on more variety in the texture and it should keep the

prices little bit low (as demanded by the customers).

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4. Even though the advertisements are not so effective the company should concentrate on

continuous improvement of them to keep up with the current trends.

5. The company should understand the pulse of the customer and to retain the customer for

long run business. The frequency of advertisement should be more.

6. To attract the target customer the company should select the Television as the media for

advertisement.

7. Compared to competitors the advertisement are so effective and not regular so that the

company should take the competitors advertisement strategies into consideration for

attracting more number of customers.

8. The company should give importance for awareness of the product i.e through leading

media’s like Television, Newspapers, Radio, Magazine and Internet.

9. The above suggestion is also recommended by the employees in addition to that they are

saying they should adopt the effective measures for measuring the effectiveness of

advertisement.

CONCLUSION

Koya’s perfumery pvt ltd is a consumer oriented company. It manufactures Maya supreme

Agarbathi’s, Detergents, Talcum Powder etc. to satisfy the consumer needs. It has to go for

some changes like frequency of Advertisement should be more effective, selecting good media

& channel for advertisement, reduction in price & attractive packaging etc. It should mould

itself to the modern marketing concepts like customer relationship management and consumer

focused marketing. If the company concentrates on 4P’s (Price, Promotion, Place & People) of

55



Marketing, definitely it will regain Market Leadership position. For better awareness of the

company Products it should take adequate measures to reach all types of consumers and

additional care should be taken while they are selecting media, channel and time of

advertisement, so that all type of consumer should have awareness about the company

products.

Though it is producing good quality incense stick and other products the additional

requirement needed is effective advertisement in proper media which can influence the people

to be brand loyal towards companies products. To do all these the company should concentrate

on 4 P’s of Marketing.

As there is no crisis in the company one can be sure that the company survives for

longer period with good relations between employees – employers – consumers. This will help

in providing long term service with expected qualities.

From the employees point of view they are telling that the quality of company product

is incomparable with other competitors but they are lacking behind only in lack of awareness in

the market especially in the FMCG product if they give importance for advertisement and sales

promotion definitely the product will have demand in the market.

Questionnaire for Customers/Consumers

1.Name of the respondent : _________________________

2. Place of Location : _________________________

3. Sex: Male ___________ Female ____________

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4. Educational Qualification :

Primary & Secondary: ____________

Graduate: ____________

Post Graduate: ____________

Professional: ____________

Others: ____________

5. Profession of the respondent:

Student: ____________

Businessman: ____________

Housewife: ____________

Salaried Person/ ____________

Employed

Self Employed ____________

6. Age:

Between 15 to 20 Years _________



Above 46 Years _________

57



7. Are you using / used Maya supreme ? Yes/No

8. If yes, How did you come to know the Maya supreme?

Friends: _____________

Neighbors: __________

Relatives: __________

Media: __________

9. If it is media, which media are you aware about the Maya supreme Soap?

TV: ___________ E-Mail: _____________

Radio: ___________ Any other: _________

Newspaper : _______

Magazine: _______

10. Which media you would like to suggest for advertisement ?

TV: _______________

Radio : _______________

Newspaper: ___________

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Magazine: ____________

Internet: ______________

Billboards: _____________

Vehicle advertisement: ______________

Any Other: _______________

11. How do you measure the quality of advertisement of Maya supreme ?

Excellent: __________________

Very Good: __________________

Good: __________________

Satisfactory: __________________

Not Satisfactory: __________________

12. Comparing with other competitors product, How do you rate the advertisement

Quality of Maya supreme ?

Excellent: __________________

Very Good: __________________

Good: __________________

Satisfactory: __________________

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Not Satisfactory: __________________

13. How frequently the advertisements of Maya supreme are displayed in the media?

Often: _______________

Daily: _______________

Weekly: _______________

Monthly: _______________

Rarely: _______________

14. How frequently you would like to see the Maya supreme advertisement?

Often: _______________

Daily: _______________

Weekly: ______________

Monthly: _______________

Rarely: _______________

15. The method of advertisement followed by the company is it satisfactory?

Yes: __________

No: __________

16.if it is concern with Agarbathy advertisement, which company”s advertisement is more

effective?

Cycle brand ____________

60



Parmal mandir ___________

Padmini products ___________

Sai flora l _________

Raj fragrance ____________

Shalimar ____________

Shankar perfumary ______________

Vasu agarbathies ___________

Any other ____________

17. any suggestions for advertisement.

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

_____________________________

Thanking you

61



QUESTIONNAIRE FOR EMPLOYEES OF THE COMPANY

1. Name:--------------------------------

2. Designation:-----------------------

3. Length of service in KOYA PVT LTD:

Less than 1 years; ------

Between 1 & 3 years: -----

Between 3 & 6 years: -----

6 years and above: ------

4. Since how many years are you using Maya supreme ?

Since 6 months: ----------

Since 1 Years::----------

Since 2 Years::---------

Since 5 Years::--------

Since 10 Years:--------

5. How you rate in quality of Maya supreme ?

Excellent:----------

Very Good--------

Good---------------

Satisfactory----------

Not Satisfactory----------

6. Being an employee of the company the advertisement

By the company is satisfactory?

Yes---------

No--------

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7. If No, which media to selected for advertisement

TV------------

Radio---------

Newspaper---------

Magazine----------

Internet-------------

Billboards----------

Vehicle advertisements-----------

Any Other--------------

8. In your opinion, who are the major competitors for

Advertisements?

Cycle brand ____________

Primal mandir ___________

Padmini products ___________

Sai flora l _________

Raj fragrance ____________

Shalimar ____________

Shankar perfumary ______________

Vasu agarbathies ___________

Any other---------

9. In your opinion, which media will cover more customers?

_________________________________________________

________________________________________________

10. Is it the company, will compare cost and benefit of advertisement before

giving the advertisement in the media?

Yes------------

No----------

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11. Are the company, will see the advertisement effectiveness?

Yes---------

No-----------

12. If the media selected for advertisement were not effective what measures

would you like to take?

Change the media----------

Increase frequency of advertisement----------

Wait and see for some more days---------

Any other ---------

Thanking you,

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BIBILOGRAPHY

1. U.C.Mathur , Advertising Management, 2002 Edition (Page 26), New Age

International Publishers, New Delhi.

2. Maria Townsley , The Advertising Industry, Page No.30.

3. Advertising Express, February - 2002© Market Communications. Inc, ICFAI

Publications.

4. www.incensestickindia.com

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http://www.incensestickindia.com/

promotion strategies study at koyas pvt

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