Imc Strategies for Apple Stores

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SIP/APPLE/IBS/09BSHYD0245                                                              

A PROJECT REPORT ON

“THE VARIOUS IMC STRATEGIES THAT CAN BE ADOPTED TO ENHANCE THE PREFERENCE FOR APPLE ISTORE IN HYDERABAD”

BY DEEPAM JAIN 09BSHYD0245
 

For Reliance Digital’s Apple iStore

A report submitted in partial fulfillment of the requirements of the MBA program of Icfai Business School, Hyderabad

Submitted to Prof. Sourabh Bhattacharya (Faculty-Icfai Business School)

Date of Submission-14th May,2010
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SIP/APPLE/IBS/09BSHYD0245   

Authorization letter 
I hereby declare that all the work shown in my project is true to my knowledge. And has been completed at Reliance Digital’s Apple iStore. This research study was conducted over a span of 3 months from February 2010 to may 2010. This project is meant for a partial fulfillment of the MBA program of Icfai Business School, Hyderabad.

Yours Faithfully Deepam Jain 09BSHYD0245

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SIP/APPLE/IBS/09BSHYD0245   

Acknowledgements 
    I  hereby  regard  my  sincere  thanks  to  Mr.Kaushal  Nevrekar,  Apple  iStore‐Business  Head  and  Mr.Arpit  Panekar, Head of Operations, Apple iStore  for providing me with this summer internship.  I would give my sincere thanks to Mr .Nishanth Shah, Store Head, Hyderabad for providing me with his  support and assistance during the term of the project period under which this study was undertaken.  I  express  my  gratitude  to  Prof.  Sourabh  Bhattacharya,  faculty,  Icfai  Business  School,  Hyderabad  for  providing my with his guidance throughout the project   I am indebted to Mr. Francis and Mr. Vasu for helping me in obtaining the required information for the  consumer research during the study.  Also, I would like to thank all the other colleagues of Apple iStore who have helped me during the course  of my study.                                                                                                                                                    Yours truly 

             Deepam Jain                           

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SIP/APPLE/IBS/09BSHYD0245   

Table of Contents                    Scope of Retail in India  .................................................................................................................... 7  . Scope of Consumer Durables in India ........................................................................................................... 8  1.1 Introduction to Consumer Behavior   ..................................................................................................... 9  1.2 Consumer Behavior and IMC ............................................................................................................... 10  Chapter 2  2.1 Introduction .......................................................................................................................................... 11  2.2Goals of IMC ........................................................................................................................................... 12  2.3Benefits of IMC ...................................................................................................................................... 13  2.4Barriers of IMC ....................................................................................................................................... 14  Chapter 3  3.1 Objectives of a Report  .......................................................................................................................... 15  . 3.2 Limitations of the Study ........................................................................................................................ 15  3.3 Research Methodology ......................................................................................................................... 16  Chapter 4 ...
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