A PROJECT REPORT ON
THE STUDY TO ASSESS PROMOTIONAL STRATEGY ON RETAIL SECTOR
A PROJECT REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION
TO SRI SAI COLLEGE OF ENGINEERING & TECHNOLOGY
PUNJAB TECHNICAL UNIVERSITY JALANDHAR
MBA 4TH SEM
UNDER THE GUIDANCE OF
Indian retail sector is witnessing one of the most hectic Marketing activities of all times. The companies are fighting to win the hearts of customer who is ‘God’ said by the business tycoons. There is always a ‘first mover advantage’ in an upcoming sector. Here, that advantage goes to “BIG BAZAAR & D-Mart”. It has brought about many changes in the buying habits of people. It has created formats, which provides all items under one roof at low rates, or so it claims! In this project, we have studied its marketing strategies and promotional activities. The project titled ‘A Study on the effective promotional strategy’ helps us to understand the effect of promotional strategy which is responsible for attracting customers towards big bazaar & d-mart This study is helpful to top level management to improve the present promotional strategy of BIG BAZAAR & D-Mart. The project was carried out as per the steps of Marketing Research. The well supportive objectives were set for the study. To meet the objectives primary research was undertaken. The data collection approach adopted was experimental research & survey research. The instrument used for the data collection was observation & questionnaire. The target respondents were the visitors of BIG BAZAAR & D-Mart, with the sample size of 120 for the study of sales management of the company. Tables & charts were used to translate responses into meaningful information to get the most out of the collected data. Based on those the inferences have been drawn with peer supportive data INTRODUCTION
The project started from 2nd December 2006 to 31st December 2006 and 16 weeks (2 days in a week from Jan 07 to April 07) in Belgaum city. The project was carried due to the criteria of the University for the Completion of Masters of Business Administration. The main objective of this in-plant training was to get an exposure to the working environment in an organization. This was an opportunity for me to relate concepts learned by me to the practical application in the organization. This in-plant training helped me in interacting with a highly experience managers which helped me to improve my practical knowledge. TOPIC OF THE STUDY
THE STUDY TO ASSESS THE EFFECTIVENESS OF DISTRIBUTION CHANNEL OF COCA COLA CO. IN BELGAUM CITY
SCOPE OF THE STUDY
The study is confined to the retailers in Belgaum city
LIMITATIONS OF THE STUDY
Due to the time constraint the study is restricted only to the retailers of Belgaum City and not to the surrounding villages The coverage of the objective of the study is limited to the extent of the information given by the company. Inspite of the above mentioned limitations, every effort has been made and the report is prepared to the best of my knowledge. BENEFITS OF THE STUDY
The study will confront me the following:
The culture of the company
Their distribution channel
Satisfaction level of the customers
Handling customer complaints on field.
OBJECTIVE OF THE PROJECT:
“The main objective behind this project is to study and understand distribution channel and its effectiveness in bringing products in right time to right customers” To study the main objective the following are the necessities: The performance level of the existing distribution channel.
The cover area
Problems related to the existing channel
Satisfaction level of the customers (retailers) towards the existing distribution channel.
2.1 Research Methodology:
Since the study is on retail sector first the detail study of the store is been conducted about...
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