Shree Durga Motors .docx

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A RESEARCH PROJECT REPORT ON

Submitted for the partial fulfilment of the requirement for the award Of

Master of Business Administration Batch 2017-19

SUBMITTED BY

Mohan Sharma 1722270026

Faculty Guide: Sachin Sinha Designation:

Assistant professor

Department:

(MBA)

ITS Engineering College Affiliated to AKTU

Plot No. 46, Knowledge Park III, Greater Noida (U.P.)

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DECLARATION I,MOHAN SHARMA Student of MBA at I.T.S ENGINEERING COLLEGE Hereby declare that all Information facts figure produced in this report is based on my own experience and study during My project “MY TRAINING IN DURGA MOTORS”.I further declare that all information and facts furnished in this report based on my Intensive research findings. They all are original in nature.

Mohan Sharma ROLL NO.172270026 Class: MBA IIIrd SEM.

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DECLARATION I Mohan Sharma student of MBA studying at I.T.S ENGINEERING COLLEGE (G.NOIDA) Hereby declare that my project on “MY TRAINING AT DURGA MOTORS” submitted to I.T.S ENGINEERING COLLEGE (G.NOIDA) in partial fulfilment of degree of Master of business administration is the original work conducted by me.

The information and data given in this project is authentic to the best of my knowledge. This project is not being submitted to any other university for award of any degree , diploma or fellowship.

Mohan Sharma ROLL NO.172270026 Class: MBA IIIrd SEM.

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ACKNOWLEDGEMENT

I would like to express my profound gratitude to my teacher, mentor Mr. Sachin Sinha and my guide Mr. C. P Singh (general manager) for their invaluable support, encouragement, supervision and useful suggestions throughout this project work.

Last but not least, I thanks to the firm and all my colleagues who always helped me for work hard.

THANK YOU.

Mr. C.P Singh Gen. Manager

Shree Durga Motors

Mr. Sachin Sinha M.B.A department

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INDEX CHAPTER

Introduction of Shree durga motors

Structure of the firm

Theoretical background

Review of literatur

Fundamental concept

Bibliography

Questionnaire

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Shree durga motors

 Shree durga motors is authorized dealer of hero MotoCorp of bulandshahr district.  Founder of the firm is Smt. LATESH YADAV.  Shree durga motors established in “1985” as a dealer of Hero Honda.

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 Shree durga motors is the main dealer of hero MotoCorp bikes and scooters in bulandshahr which sales over 1000 units per month.  All sales executives attend every customer very Sincerely and provides a good quality service.  Firm assist customers in purchasing the ride of their dreams by providing customizable two-wheeler loans. They can choose from a variety of tenures and down-payment amounts to find the financing solution that is right for them  The firm has good space and good sitting arrangement for customers and provides them a fresh environment.

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Structure of the firm OWNER

GENERAL MANAGER

SALES MANAGER

SERVICE MANAGER

NETWORK MANAGER  

WORK MANAGER SUB-DEALERS

SUPERVISOR

MECHANICS

DSE RSE

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Working  Daily work starts with follow up By calling those who inquire for the bikes to purchase.  Knowing the needs of the customers, giving them the right advice and trying to influence their buying motive.  All the people who come for the information about the bikes on the showroom, we record their contact details in the Inquiry pad So that they can stay in touch with us.  Every sales executive is trended in such a way that he understand the needs of the customer and gives them correct advice.

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Working  Procedure of sale:- First of all, we show all types of bikes to the customer and give information about them.  When the customer finally chooses the bike, then we disclose the different types of prices that we charge. (For example:- Prices of insurance, registration, helmet and other accessories etc.)  The next step is to negotiate with the customer, By negotiating, both agree on a similar price.  So the customer pays the amount that was fixed.

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Working  Next step is to make bill and complete the process of documentation of bike, and we issues service book to the customer.  The last step is to deliver the bike to the customer.

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Sales promotion Sales promotion is one of the elements of the promotional mix. (The primary elements in the promotional mix are advertising, personal selling, direct marketing and publicity/public relations). Sales promotion uses both media and non-media marketing communications for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include contests, coupons, freebies, loss leaders, point of purchase displays, premiums, prizes, product samples, and rebates. Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions

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Sales promotion Sales promotions targeted at retailers and wholesale are called trade sales promotions. Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, pointof-purchase (POP) displays, contests, rebates, and sweepstakes. Sales promotion is implemented to attract new customers, to hold present customers, to counteract competition, and to take advantage of opportunities that are revealed by market research.

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Sales promotion It is made up of activities, both outside and inside activities, to enhance company sales. Outside sales promotion activities include advertising, publicity, public relations activities, and special sales events. Inside sales promotion activities include window displays, product and promotional material display and promotional programs such as premium awards and contests. Sale promotions often come in the form of discounts. Discounts impact the way consumers think and behave when shopping. The type of savings and its location can affect the way consumers view a product and affect their purchase decision. The two most common discounts are price discounts (“on sale items”) and bonus packs (“bulk items”). Price discounts are the reduction of an original sale by a certain percentage while bonus packs are deals in which the consumer receives more for the original price.

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Consumer Thought Process Meaningful Savings: Gain or Loss Many discounts are designed to give consumers the perception of saving money when buying products, but not all discounted prices are viewed as favorable to buyers. Therefore, before making a purchase, consumers may weigh their options as either a gain or a loss to avoid the risk of losing money on a purchase. A “gain” view on a purchase results in chance taking. For example, if there is a buy-one-get-onehalf-off discount that seems profitable, a shopper will buy the product. On the other hand, a “loss” viewpoint results in consumer aversion to taking any chances. For instance, consumers will pass on a buy-threeget-one-half-off discount if they believe they are not benefitting from the deal. Specifically, consumers will consider their options because “…the sensation of loss is 2.5 times greater than the sensation of gain for the same value

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Impulse Buying Impulse buying results from consumers’ failure to weigh their options before buying a product. Impulse buying is “any purchase that a shopper makes that has not been planned… [and is] sudden and immediate”. For example, if a consumer has no intention of buying a product before entering a store, but purchases an item without any forethought, that is impulse buying. Product manufactures want to promote and encourage this instant purchase impulse in consumers. Buyers can be very quick to make purchases without thinking about the consequences when a product is perceived to be a good deal.Therefore, sales companies “increasingly implement promotional campaigns that will be effective in triggering consumer impulse buying behavior” to increase sales and profit.

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Comparing Prices Many consumers read left-to-right, and therefore, compare prices in the same manner. For example, if the price of a product is $93 and the sales price is $79, people will initially compare the left digits first (9 and 7) and notice the two digit difference.However, because of this habitual behavior, “consumers may perceive the ($14) difference between $93 and $79 as greater than the ($14) difference between $89 and $75”. As a result, consumers often mistakenly believe they are receiving a better deal with the first set of prices based on the left digits solely.Because of that common misconception, companies capitalize on this sales pricing strategy more often than not to increase sales.

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Right Digit Effect The right digit effect focuses on the right digits of prices when the left digits are the same. In other words, prices like $45 and $42 force consumers to pay more attention to the right digits (the 2 and 5) to determine the discount received. This effect also “implies that consumers will perceive larger discounts for prices with small right digit endings, than for large right digit endings. For example, in a $32-to$31 price reduction, consumers will believe to have received a greater deal than a $39-to-$38 price reduction. As a result, companies may use discounts with smaller right digits to mislead consumers into thinking they are receiving a better deal and increasing profit. However, consumers also are deceived by the infamous 9-ending prices.

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Framing Effect The Framing Effect is “the phenomenon that occurs when there is a change in an individual’s preference between two or more alternatives caused by the way the problem is presented”. In other words, the format in which something is presented will affect a person’s viewpoint. This theory consists of three subcategories: risky choice framing, attribute framing and goal framing. Risky choice framing references back to the gain-or-loss thought processes of consumers.Consumers will take chances if the circumstance is profitable for them and avoid chance-taking if it is not. Attribute framing deals with one key phrase or feature of a price discount that is emphasized to inspire consumer shopping. For example, the terms “free” and “better” are used commonly to lure in shoppers to buy a product. Goal framing places pressure on buyers to act hastily or face the consequences of missing out on a definite price reduction.

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Outside Forces Although there are aspects that can determine a consumer’s shopping behavior, there are many outside factors that can influence the shoppers’ decision in making a purchase. For example, even though a product’s price is discounted, the quality of that product may dissuade the consumer from buying the item. If the product has poor customer reviews or has a short “life span,” shoppers will view that purchase as a loss and avoid taking a chance on it. A product can also be viewed negatively because of consumers’ past experiences and expectations. For example, if the size of a product is misleading, buyers will not want to buy it. An item advertised as “huge,” but is only one inch tall, will ward off consumers. Also, “the effects of personal characteristics, such as consumers’ gender, subjective norms, and impulsivity” can also affect a consumer’s purchase intentions.

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Political issues Sales promotions have traditionally been heavily regulated in many advanced industrial nations, with the notable exception of the United States. For example, the United Kingdom formerly operated under a resale price maintenance regime in which manufacturers could legally dictate the minimum resale price for virtually all goods; this practice was abolished in 1964. Most European countries also have controls on the scheduling and permissible types of sales promotions, as they are regarded in those countries as bordering upon unfair business practices. Germany is notorious for having the most strict regulations. Famous examples include the car wash that was barred from giving free car washes to regular customers and a baker who could not give a free cloth bag to customers who bought more than 10 rolls.

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Promotional mix In marketing, the promotional mix describes a blend of promotional variables chosen by marketers to help a firm reach its goals. It has been identified as a subset of the marketing mix. It is believed that there is an optimal way of allocating budgets for the different elements within the promotional mix to achieve best marketing results, and the challenge for marketers is to find the right mix of them. Activities identified as elements of the promotional mix vary, but typically include the following: Advertising is the paid presentation and promotion of ideas, goods, or services by an identified sponsor in a mass medium. Examples include print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, mobile apps, motion pictures, web pages, banner ads, emails.

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Personal selling is the process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation, often in a faceto-face manner or by telephone. Examples include sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing.

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Sales Promotion is media and non-media marketing communication used for a predetermined limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions.

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Public relations or publicity is information about a firm's products and services carried by a third party in an indirect way. This includes free publicity as well as paid efforts to stimulate discussion and interest. It can be accomplished by planting a significant news story indirectly in the media, or presenting it favorably through press releases or corporate anniversary parties. Examples include newspaper and magazine articles, TVs and radio presentations, charitable contributions, speeches, issue advertising, seminars.

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Direct Marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate directly to the customer, with methods such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising.

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Corporate image campaigns have been considered as part of the promotional mix. Sponsorship of an event or contest or race is a way to generate further positive publicity. Guerrilla marketing tactics are unconventional ways to bring attention to an idea or product or service, such as by using graffiti, sticker bombing, posting flyers, using flash mobs, doing viral marketing campaigns, or other methods using the Internet in unexpected ways. Product placement is paying a movie studio or television show to include a product or service prominently in the show.

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Advertising campaign An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ideas, beliefs, and concepts into one large media base. Advertising campaigns utilize diverse media channels over a particular time frame and target identified audiences. The campaign theme is the central message that will be received in the promotional activities and is the prime focus of advertising campaign, as it sets the motif for the series of.individual advertisements and other marketing communications that will be used.

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The campaign themes are usually produced with the objective of being used for a significant period but many of them are temporal due to factors like being not effective or market conditions, competition and marketing mix. The campaign themes are usually produced with the objective of being used for a significant period but many of them are temporal due to factors like being not effective or market conditions, competition and marketing mix. Advertising campaigns are built to accomplish a particular objective or a set of objectives. Such objectives usually include establishing a brand, raising brand awareness, aggrandizing the rate of conversions/sales. The rate of success or failure in accomplishing these goals is reckoned via effectiveness measures. There are 5 key points at which an advertising campaign must consider to ensure an effective campaign. These points are, integrated marketing communications, media channels, positioning, the communications process diagram and touch points.

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Media channels Media channels, also known as, marketing communications channels, are used to create a connection with the target consumer.Traditional methods of communication with the consumer include newspapers, magazines, Radio, television, billboards, telephone, post and door to door sales. These are just a few of the historically traditional methods. Along with traditional media channels, comes new and upcoming media channels. Social media has begun to play a very large role in the way media and marketing intermingle to reach a consumer base. Social media has the power to reach a wider audience. Depending on the age group and demographic, social media can influence a company's overall image.

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Using social media as a marketing tool has become a widely popular method for branding. A brand has the chance to create an entire social media presence based around their own specific targeted community. With advancements in digital communications channels, marketing communications allow for the possibility of two-way communications where an immediate consumer response can be elicited. Digital communications tools include: websites, blogs, social media, email, mobile, and search engines as a few examples. It is important for an advertising campaign to carefully select channels based on where their target consumer spends time to ensure market and advertising efforts are maximized.

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Mobile advertising A mobile campaign is a campaign, usually marketing, advertising, or public relationsrelated, through which organizations contact their audience through SMS (text messaging). This form of campaigning allows organizations to reach out and establish relationships with an audience in a more individualized, intimate way. The foundational function of mobile campaigns is regularly referred to as mobile marketing. A campaign’s goal can have varied consumer consumption objectives including flashing (showing an image), informing (informational text / product info) or engaging (response or click required). Mobile campaigns have developed from the periphery of advertising to being an integral part of an effective marketing strategy. Online advertising is the second largest advertising spend at $113 billion.

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Near the introduction of mobile campaigns, they were primarily created to boost the impact of primary campaigns. A good example of one of the first mobile campaigns is the viewer voting system employed in American Idol. Using the American Idol example, the primary campaign was television, and the engagement was mobile, “watch this show, and text to vote”. In 2012, there were over 131 million votes in a single night, setting the world mobile voting record. With over 90% of Americans having cell phones, and there being over 6.8 billion cell phones in circulation globally versus 2.4 billion with internet access, mobile campaigns are evolving to be the way of the future in advertising and consumer engagement.

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advertisers enhance existing strategies to reach potential customers, technological advances create new ways for consumers and corporations to interact. New technologies are being developed to maximize the effectiveness of one’s mobile device as a personal marketing platform including the facilitation of the GPS enabled smart-phone to provide location-based services and near by coupons. Elements of mobile campaigns can be distributed by advertisements in apps, text messages or emails and can include a combination of the following:  Text to Vote:  This method of mobile user engagement involves there being a list of choices provided by a content provider for a consumer to vote on. This can be from a television show, movie theater, baseball game or other.

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 Text to Win:  Provides mobile users the opportunity to text their information to a pre-set number as a ballot to be entered to win a prize.  Click to Call:  An sms, email or app alert is sent to a mobile user, generally with a telephone number to make a one touch connection point possible. Advertisers find this a great way to inform customers about their products or to enter into a conversation about the list of products they offer.  Click to order brochures:  Users have the option of receiving additional printed or promotional materials by providing their email address or postal code and additional information.

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 Click to buy:  Mobile users receive a link or direct access to purchasing a product or service which may include some form of mobile, credit card or PayPal type payment.  Click to download content:  Mobile users download content from content provider. This may include mobile applications, ringtones, wallpaper, etc. This is very popular for an exchange of offering personal data, “checking in” or completing a survey or viewing advertising.  Click to enter branded mobile websites: Mobile users click a banner to get connected to a campaign-specific mobile website.  Click to forward content: Mobile users are given the option to forward content or advertising to a contact, creating a viral campaign effect.

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Advertising media selection is the process of choosing the most efficient media for an advertising campaign. To evaluate media efficiency, planners consider a range of factors including: the required coverage and number of exposures in a target audience; the relative cost of the media advertising and the media environment. Media planning may also involve buying media space. Media planners require an intricate understanding of the strengths and weaknesses of each of the main media options. The media industry is dynamic - new advertising media options are constantly emerging. Digital and social media are changing the way that consumers use media and are also influencing how consumers acquire product information.

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Television advertising Television advertising offers the benefit of reaching large numbers in a single exposure. Yet because it is a mass medium capable of being seen by nearly anyone, television lacks the ability to deliver an advertisement to highly targeted customers compared to other media outlets. Television networks are attempting to improve their targeting efforts. In particular, networks operating in the pay-to-access arena, such as those with channels on cable and satellite television, are introducing more narrowly themed programming (i.e., TV shows geared to specific interest groups) designed to appeal to selective audiences. However, television remains an option that is best for products that targeted to a broad market. The geographic scope of television advertising may vary, from local or regional advertising through to national coverage, depending on whether public broadcasting or subscriber-based cable services are used.

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Radio advertising Promotion through radio has been a viable advertising option for over 80 years. Radio advertising is mostly local to the broadcast range of a radio station, however, at least three options exist that offer national and potentially international coverage. First, in many countries there are radio networks that use many geographically distinct stations to broadcast simultaneously. In the United States such networks as Disney (children’s programming) and ESPN (sports programming) broadcast nationally either through a group of company-owned stations or through a syndication arrangement (i.e., business agreement) with partner stations. Second, within the last few years the emergence of radio programming delivered via satellite has become an option for national advertising. Finally, the potential for national and international advertising may become more attractive as radio stations allow their signals to be broadcast over the Internet

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Print publications such as magazines, books, newspapers and Special Issue publications (such as annuals) offer a variety of advertising opportunities: Magazines, especially those that target specific niche or specialized interest areas, are more tightly targeted compared to broadcast media. Additionally, magazines offer the option of allowing marketers to present their message using high quality imagery (e.g., full color) and can also offer advertisers the ability to integrate interactive, tactile experiences through the use of scratch-it papers impregnated with scents (e.g., perfume). Newspapers have also incorporated color advertisements, though their main advantage rests with their ability to target local markets. For advertisers, the ability to insert catalogs or special promotional material into the newspaper is an advantage.

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Internet advertising The fastest growing media outlet for advertising is the Internet. Compared to spending in other media, the rate of spending for Internet advertising is experiencing tremendous growth and in the U.S. trails only newspaper and television advertising in terms of total spending. Internet advertising’s influence continues to expand and each year more major marketers shift a larger portion of their promotional budget to this medium.Two key reasons for this shift rest with the Internet’s ability to: (1) narrowly target an advertising message and, (2) track user response to the advertiser’s message. The Internet offers many advertising options with messages delivered through websites or by email:  Standard online advertising formats (e.g. Banner ads, interstitials.) - A banner ad is a rectangular advertisement appearing at the top or bottom of a web-page. Banner ads are typically 468 X 60 pixels. An interstitial is an advertisement that interrupts the user.

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 Rich media advertisements - ads that incorporate a variety of technology components such as video and audio. Rich media ads are thought to deliver higher impact messages.  Paid search advertising - A method of placing online advertisements on web pages that show results from search engine queries. Through the same search-engine advertising services, ads can also be placed on Web pages with other published content.  Search engine marketing - A form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.

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 Online video gaming - An online game is a video game that is either partially or primarily played through the Internet or another computer network. Advertisers can pay to have their messages or products incorporated into the sets of online games.  Paid inclusion - Paid inclusion is a search engine marketing product where the search engine company charges fees related to inclusion of websites in their search index. The use of paid inclusion is controversial and paid inclusion's popularity has decreased over time among search engines.  Email advertising - also known as internet direct marketing. Using email to deliver an advertisement affords marketers the advantage of low distribution cost and potentially high reach. In situations where the marketer possesses a highly targeted list, response rates to email advertisements may be quite high. This is especially true if those on the list have agreed to receive email, a process known as “opt-in” marketing.

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Social media advertising - a collective term used to describe forms of online advertising that focus on social networking services such as Facebook, Twitter, Instagram. Online advertising has spawned a range of new segmentation and targeting approaches including Affinity targeting, Behavioral targeting, Contextual targeting and Geographic targeting and Purchasebased category targeting. The use of signs to communicate a marketer’s message places advertising in geographically identified areas in order to capture customer attention. The most obvious method of using signs is through billboards, which are generally located in high traffic areas. Outdoor billboards come in many sizes, though the most well-known are large structures located near transportation points intending to attract the interest of people traveling on roads or public transportation.

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Indoor billboards are often smaller than outdoor billboards and are designed to attract the attention of foot traffic (i.e., those moving past the sign). For example, smaller signage in airports, train terminals and large commercial office space fit this category. While billboards are the most obvious example of signage advertising, there are many other forms of signage advertising include:  Sky writing where airplanes use special chemicals to form words  Messages placed on hot air balloons or banners carried by small aircraft  Mobile billboards where signs are placed on vehicles, such as buses and cars, taxis or even clapper-boards carried by paid agents  Plastic bags used to protect newspapers delivered to homes  Advertisements attached to grocery carts  Holographic images projected into public spaces  Laser projections onto city buildings

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Advertising rates, selected US TV programs, 2010

Program/ Network

Network

Broadcast Day / Time

Rate (per 30 second spot)

$360,000 - $490,000

American Idol*

Fox

Sunday Night Football

NBC

Day not stated, primetime Sunday, prime-time

Family Guy

Fox

Sunday, prime-time

$215,000

Saturday Night College Football

ABC

Saturday, prime-time

$140,000

Survivor

CBS

Thursday, prime-time

$152,000

The Biggest Loser

NBC

Tuesday, prime-time

$128,000

Jay Leno **

NBC

Mon-Fri, Late-night

$48,800 - $65,000

$435,000

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Brand awareness Brand awareness refers to the extent to which customers are able to recall or recognise a brand. Brand awareness is a key consideration in consumer behavior, advertising management, brand managementand strategy development. The consumer's ability to recognise or recall a brand is central to purchasing decision-making. Purchasing cannot proceed unless a consumer is first aware of a product category and a brand within that category. Awareness does not necessarily mean that the consumer must be able to recall a specific brand name, but he or she must be able to recall sufficient distinguishing features for purchasing to proceed. For instance, if a consumer asks her friend to buy her some gum in a "blue pack", the friend would be expected to know which gum to buy, even though neither friend can recall the precise brand name at the time.

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Different types of brand awareness have been identified, namely brand recall and brand recognition. Key researchers argue that these different types of awareness operate in fundamentally different ways and that this has important implications for the purchase decision process and for marketing communications. Brand awareness is closely related to concepts such as the evoked setand consideration set which describe specific aspects of the consumer's purchase decision. Consumers are believed to hold between three and seven brands in their consideration set across a broad range of product categories. Consumers will normally purchase one of the top three brands in their consideration set. Brand awareness is a key indicator of a brand's competitive market performance.

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Given the importance of brand awareness in consumer purchasing decisions, marketers have developed a number of metrics designed to measure brand awareness and other measures of brand health. These metrics are collectively known as Awareness, Attitudes and Usage (AAU) metrics. To ensure a product or brand's market success, awareness levels must be managed across the entire product life-cycle - from product launch through to market decline. Many marketers regularly monitor brand awareness levels, and if they fall below a predetermined threshold, the advertising and promotional effort is intensified until awareness returns to the desired level.

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Brand awareness is related to the functions of brand identities in consumers’ memory and can be measured by how well the consumers can identify the brand under various conditions. Brand awareness is also central to understanding the consumer purchase decision process. Strong brand awareness can be a predictor of brand success. It is an important measure of brand strength or brand equity and is also involved in customer satisfaction, brand loyalty and the customer's brand relationships . Brand awareness is a key indicator of a brand's market performance. Every year advertisers invest substantial sums of money attempting to improve a brand's overall awareness levels. Many marketers regularly monitor brand awareness levels, and if they fall below a predetermined threshold, the advertising and promotional effort is intensified until awareness returns to the desired level.

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Setting brand awareness goals/ objectives is a key decision in marketing planning and strategy development. Brand awareness is one of major brand assets that adds value to the product, service or company.[6] Investments in building brand awareness can lead to sustainable competitive advantages, thus, leading to long-term value. Interbrand's Top Ten Global Brands, (by brand value) 2016 Rank

Brand

Value ($m)

1

Apple

178,119

2

Google

133,252

3

Coca-Cola

73,102

Logo

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Brand advertising can increase the probability that a consumer will include a given brand in his or her consideration set. Brand-related advertising expenditure has a positive affect on brand awareness levels. Virtually anything that exposes consumers to a brand increases brand awareness. “Repeat brand exposure in stores improves consumers' ability to recognize and recall the brand.” Increased exposure to brand advertising can increase consumer awareness and facilitate consumer processing of the included information, and by doing this it can heighten consumers brand recall and attitude towards the brand.

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To increase the probability of a product's acceptance by the market, it is important to create high levels of brand awareness as early as practical in a product or brand's life-cycle. To achieve top-of-mind awareness, marketers have traditionally, relied on intensive advertising campaigns, especially at the time of a product launch. To be successful, an intensive campaign utilises both broad reach(expose more people to the message) and high frequency (expose people multiple times to the message). Advertising, especially main media advertising, was seen as the most cost efficient means of reaching large audiences with the relatively high frequency needed to create high awareness levels. Nevertheless, intensive advertising campaigns can become very expensive and can rarely be sustained for long periods. As new products enter the market growth stage, the number of competitors tends to increase with implications for market share.

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Marketers may need to maintain awareness at some predetermined level to ensure steady sales and stable market share. Marketers often rely on rough and ready 'rules-of-thumb' to estimate the amount of advertising expenditure required to achieve a given level of awareness. For instance, it was often held that to increase brand awareness by just one per cent, it was necessary to double the dollars spent on advertising. When a brand becomes established and attains the desired awareness levels (typically outlined in the marketing plan), the brand advertiser will shift from an intensive advertising campaign to a reminder campaign.The objective of a reminder campaign is simply to keep target audiences aware of the brand's existence and to introduce new life into the brand offer. A reminder campaign typically maintains broad reach, but with reduced frequency and as a consequence is a less expensive advertising option. Reminder advertising is used by established brands, often when they are entering the maturity stage of the product lifecycle. .

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advertising remains important for creating awareness, a number of changes in the media landscape and to consumer media habits have reduced the reliance on main media advertising. Instead, marketers are seeking to place their brand messages across a much wider variety of platforms. An increasing amount of consumer time and attention is devoted to digital communications devices - from computers and tablets through to cellphones. It is now possible to engage with consumers in a more cost efficient manner using platforms such as social media networks that command massive audiences. For example, Facebook has become an extremely important communications channel. Moreover, social media channels allow for two-way, interactive communications that are not paralleled by traditional main media. Interactive communications provide more opportunities for brands to connect with audience members and to move beyond simple awareness, facilitating brand preference, brand conviction and ultimately brand loyalty.

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The rise of social media networks has increased the opportunities for opinion leaders to play a role in brand awareness.In theory, anyone can be an opinion leader e.g. celebrities, journalists or public figures, but the rise of the digital environment has changed our understanding of who is a potentially useful influencer. Indeed, the digital environment has created more opportunities for bloggers to become important influencers because they are seen as accessible, authentic and tend to have loyal followings. Bloggers have become key influencers in important consumer goods and services including fashion, consumer electronics, food and beverage, cooking, restaurant dining and bars. For example, a recent survey by Collective Bias, showed that when it comes to product endorsements digital influencers are more popular than celebrities. Findings showed that only 3% of participants said they would consider buying a celebrity-endorsed item, in comparison to 60% who said they had been influenced by a blog review or social media post when shopping.

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An example of a typical purchase funnel The purchase funnel, or purchasing funnel, is a consumer focused marketing model which illustrates the theoretical customer journey towards the purchase of a product or service. In 1898, E. St. Elmo Lewis developed a model which mapped a theoretical customer journey from the moment a brand or product attracted consumer attention to the point of action or purchase. St. Elmo Lewis’ idea is often referred to as the AIDA-model, an acronym which stands for Awareness, Interest, Desire, and Action.

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This staged process is summarized below: Awareness – the customer is aware of the existence of a product or service Interest – actively expressing an interest in a product group Desire – aspiring to a particular brand or product Action – taking the next step towards purchasing the chosen product The Purchase Funnel is also often referred to as the “customer funnel”, “marketing funnel”, “sales funnel” or “conversion funnel”. The association of the funnel model with the AIDA concept was first proposed in Bond Salesmanship by William W. Townsend in 1924.

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This early model has been modified by marketing consultants and academics to cater to the modern customer and is now referred to in marketing as the purchase funnel or buying funnel. Many different business-to-consumer purchase models exist in marketing today, but it is generally accepted that the modern business-to-business purchase funnel has more stages, considers repurchase intent and takes into account new technologies and changes in consumer purchase behaviour. As a model, the buying funnel has been validated in a variety of domains, including searching, keyword advertising, and lead generation but also modified to include previously unconsidered steps and metrics such as outbound sales and internet impressions.

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Publicity is gaining public visibility or awareness for a product, service or your company via the media. It is the publicist that carries out publicity, while PR is the strategic management function that helps an organization communicate, establishing and maintaining communication with the public. This can be done internally, without the use of media. From a marketing perspective, publicity is one component of promotion and marketing. The other elements of the promotional mix are advertising, sales promotion, direct marketingand personal selling. Examples of promotional tactics include: 

Announce an appointment

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Arrange a speech or talk

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Arrange for a testimonial

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Art people

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Conduct a poll or survey

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Event sponsorship

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Invent then present an award

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The advantages of publicity are low cost and credibility (particularly if the publicity is aired in between news stories like on evening TV news casts). New technologies such as weblogs, web cameras, web affiliates, and convergence (phone-camera posting of pictures and videos to websites) are changing the cost-structure. The disadvantages are lack of control over how your releases will be used, and frustration over the low percentage of releases that are taken up by the media. Publicity draws on several key themes including birth, love, and death. These are of particular interest because they are themes in human lives which feature heavily throughout life. In television series, several couples have emerged during crucial ratings and important publicity times as a way to make constant headlines. Also known as a publicity stunt, the pairings may or may not be according to the fact. "Publicity is not merely an assembly of competing messages: it is a language in itself which is always being used to make the same general proposal," writes the art critic John Berger.

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"It proposes to each of us that we transform ourselves, or our lives by buying. .publicity is not paid for something more." Publicity is often referred to as the result of public relations in terms of providing favourable information to media and any third party outlets; these may including bloggers, mainstream media, as well as new media forms such as podcasts. All this is done to provide a message to consumers without having to pay for direct time or space. This in return creates awareness and carries out more credibility as well. After the message has been distributed, the publicist in charge of the information will lose control on how the message is used and interpreted, much different to the way it works in advertising.According to Grunig, public relations is often reduced to publicity.

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He also states how publicity is a form of activity in which should be associated with the sales promotion effort of a company, in order to help aid advertising and personal salesmanship as well. Kent also stated that the doing of publicity can help attract attention whilst also supplying information regarding a specific organization or individual client and any event, activity or attribute associated with them. The use of publicity is also known to be an important strategic element and promotional tool due to its effect of intentional exposure over a consumer, this helps publicity gain a beneficial advantage over other marketing aspects such as Advertising alongside its high credibility. Favourable publicity is also created through reputation management in which organizations try strive to control via the web. Furthermore, despite the fact that publicity, both good or bad, can be beneficial for an organization, company or client, much of it is paid for despite claims that publicity is often free.

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Despite publicity being an influential benefit within the marketing sector, one disadvantage which highly affects publicity, is the lack of ability in which publicity cannot be repeated as such compared to advertising.

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PersonalInformation 1.Dateofjoining 2.Designation 3.Department 4.Age 5.EducationalQualification 6.No.ofPromotion(tilldate) 7. MonthlyIncome (I)Lessthan10,000 (II) 10,000-15,000 (III)15,000-20,000 (IV) 20,000andabove 1.Identifythesourceoffromwhereyoucametoknowaboutthejob? Advertisement Consultant PersonalReference Campus E-Recruitment Others 2.Youaresatisfiedbytherecruitmentprocessbywhichyouareselected. Yes No 3.Doyoufeelyourcolleagueshavebeenselectedbythesameprocess? Yes No 4.Yourcolleaguesareverypleasantandhelping. Yes No 5.Inapublicyouliketotalkaboutthisorganization Yes No 6. Youliketoputyourrelatives/friendsforjobinthiscompany. Yes No 7.(a)Youareinterestedtotakejobsthatare (I)Routineinnature (II)Demandcreativethinking (III)Demandnewideas. (IV)Findingnewmethods.

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Bibliography

Marketing management by :Kotler keller Marketing management by:Rajan sexena Marketing management by:Dr. K. Karunakaran

Websites:https://www.wikipedia.org https://www.google.com https://www.researchgate.net

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