EXECUTIVE SUMMARY The success and failure of the organization largely depends on the human or employees working in the

organization. So recruitment and selection both are very important and they are concerned with obtaining, organizing, and motivating the human resources required by the enterprise. Research was carried out to understand the practices of recruitment and selection followed by Alcon Cables ltd, Rajpura. To understand the formulation of recruitment and selection policies in the company and to give the suggestions for improvement in recruitment and selection procedures currently followed by the company. Through this report I was also able to understand, recruitment is sometimes confused with employment. The two are not one and the same. Recruitment is just one step in the process of employment. Similarly recruitment and selection are also different in nature. The function of recruitment precedes the selection process. Recru

Products / Services : ALUMINUM CONDUCTOR XLPE INSULATED , PVC INSULATED ARMOUREDANDUNAROMOUREDCABLE.

COPPER CONDUCTOR XLPE INSULATED, PVC INSULATED ARMOURED AND UNARMOURED CBALE.

COPPER FLEXIBLE CABLE.

COPPER FLAT CABLE Company Profile : We are manufacture of LT power and control cable and flexible cable

Establishment Year: Firm Type: Nature of

1959 Partnership

Products & services

>> Other products and services Twine, cordage, ropes and cables Twine, man-made fibre Cords, natural fibre Cords, man-made fibre Cords, silk and cotton waste Cords, paper Cords, braided Cords, impregnated Cords, endless Cords, plastic or latex coated Cables, cords and ropes, plaited bands and stranded wire slings, metal Cables, stainless steel wire Cables, galvanised steel wire Cables, iron and steel, mixed cables Cables, mixed, metal-textile fibres Cables, multi-wire, 4 to 16 strands, non-ferrous metals Cables, metal, covered Cables, metal, braided
3

Power line cable and wire fittings Terminals, power line cable and wire Connectors, power line cable and wire Clamps, power line cable and wire Cable clips and wiring clips, electric Cable cleats and saddles, electric Brackets, power line cable and wire Cable glands Cable glands for hazardous areas Junction boxes Junction boxes, watertight Junction boxes, earth-cable, fused Power line vibration dampers and spacer dampers Cable tensioners and cable laying equipment, electric Cable support systems Cable suspenders, electric Cable racks, electric Cable trays, electric Cable thimbles and sockets, electric Cable end sleeves, electric Cable joint accessories, underground distribution
4

Electric wires and cables, insulated Wire, mineral fibre covered, electric Wire, ceramic covered, electric Wire, textile covered, electric Wires and cables for telecommunications and electronics Cables, coaxial Cables, coaxial, microwave Cables, miniature, electric Local area network (LAN) equipment NES Local area network (LAN) systems, complete Local networks, optical fibre cable Local networks, coaxial cable Computer cable assemblies and connectors Computer data cable assemblies, pre-assembled Computer serial cable assemblies Computer parallel cable assemblies

Contact Information : Web-site: Visit Website

Contact Designation:

Person:

B.K.SAGGI PARTNER

Phones Phones (Resi.) Mobile: Fax:

(Office) :

1762329943 329943 9316603066 1762232687

Address:

27-A, RAJPUA

FOCAL

POINT, -

RAJPURA 140401

(Punjab) India

Vision And Mission The company aims at successfully meeting the varied needs of the Indian consumers. The Company has continuously Endeavored to bring new products to the Indian Consumer the Company stayed close to its roots nature and it has been a platform for its success for several years. Mission Statement The mission statement of Alcon Cables ltd. Rajpura is To produce and sell goods and service to achieve the highest return on sales in the Industry to total satisfaction of customers , employees and Share holders in that order. Quality Rajpura Branch of Alcon Cables ltd has a good Quality control system together with Research and Development which is comparable to its best in the Industry. It is to the Credit of its good Quality Control system and efficient R and D Department, thatAlcon Cables Ltd, Rajpura has been honoured and awarded .THE AMERICAN GOLD MEDAL. INTERNATIONAL QUALITY CERTIFICATE AND

Working Hours Following are the shift timing , Which many be changed at the sole discretion of the management . General Shift A SHIFT B SHIFT C SHIFT 09:00AM 08:00AM 04:00AM 12:00 AM 05:00PM 04:00PM 12:00PM 08:00AM

Introduction A marketing strategy is a process that can allow an organization to concentrate its (always limited) resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. Marketing strategy as a key part of the general corporate strategy marketing strategy is most effective when it is an integral component of corporate strategy, defining how the organization will engage customers, prospects and competitors in the market arena for success. It is partially derived from broader corporate strategies, corporate missions, and corporate goals. They should flow from the firm's mission statement. They are also influenced by a range of micro environmental factors. Marketing strategy and sectarian tactics and actions a marketing strategy also serves as the foundation of a marketing plan. A marketing plan contains a set of specific actions required to successfully implement a marketing strategy. For example: "use a low cost product to attract consumers. Once our organization, via our low cost product, has established a relationship with consumers, our organization will sell additional, higher-margin products and services that enhance the consumer's interaction with the low-cost product or service." a strategy consists of well thought out series of tactics. While it is possible to write a tactical marketing plan without a sound, wellconsidered strategy, it is not recommended. Without a sound marketing strategy, a marketing plan has no foundation. Marketing strategies serve as the fundamental underpinning of
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Marketing plans designed to fill market needs and reach marketing objectives. It is important that these objectives have measurable results. A good marketing strategy should integrate an organization's marketing goals, policies, and action sequences (tactics) into a cohesive whole. Many companies cascade a strategy throughout an organization, by creating strategy tactics that

Then become strategy goals for the next level or group. Each group is expected to take that strategy goal and develop a set of tactics to achieve that goal. This is why it is important to make each strategy goal measurable. Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned. See strategy dynamics.

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Types Of Marketing Strategies Every marketing strategy is unique, but if we abstract from the individualizing details, each can be reduced into a generic marketing strategy. There are a number of ways of categorizing these generic strategies. A brief description of the most common categorizing schemes is presented below: Strategies based on market dominance - in this scheme, firms are classified based on their market share or dominance of an industry. Typically there are three types of market dominance strategies: leader challenger follower

Porter generic strategies - strategy on the dimensions of strategic scope and strategic strength. Strategic scope refers to the market penetration while strategic strength refers to the firms sustainable competitive advantage. cost leadership product difrantitation market segmentation

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Innovation strategies - this deals with the firm's rate of the new product development and business model innovation. It asks whether the company is on the cutting edge of technology and business innovation. There are three types: pioneers close followers late followers

Growth strategies - in this scheme we ask the question, how should the firm grow?. There are a number of different ways of answering that question, but the most common gives four answers: horizontal integration vertical integration diversification

Marketing Techniques used by Alcon Cable For your convenience, I've compiled a list of marketing strategies, methods and practices to help you brainstorm the right ones for your small business marketing plan. this list to help you brainstorm which marketing methods and strategies are right for you. It is not exhaustive. For each category and sub-category listed, there are
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many more that are not. In fact, when you notice "something missing," that may well indicate a fruitful direction for you to explore. it and handing out balloons and business cards! Any one of these marketing methods and practices could be a means for promulgating your Rule of Threes messages or a primary strategy for your marketing plan. Choose the ones that fit your style, your offer, and your budget. Start with just a few, refine and repeat until they are effortless, then add new techniques as your business grows. Networking A simple guide to marketing, strategic business planning, advertising and promotion and sales lead generation, for small UK businesses especially. With tips and techniques for advertising and PR, for non-marketing managers, and for marketing and advertising professionals too; this is marketing and advertising made simple. Also some easy tips on website design, internet advertising and marketing. While much of this marketing theory page was written a while ago generally the principles apply just the same, if fact many of these basic pointers are good

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reminders of some of the simple things that are easy to overlook in these modern distracting times.

Incidentally, where references are made to the UK there will commonly be equivalent methods and processes and suppliers that are applicable in other countries.N.B. Spelling: mainly for search reasons, UK-English and US-English spellings of organisation/organization are used on this page. Aside from this, the preferred UK-English spellings are generally used. Change the spellings for your own situation if using these materials in teaching and training notes. A fundamental aspect of modern marketing First, here's something that is fast becoming the most fundamental aspects of marketing to get right, especially if you want to build a truly sustainable high quality organisation (of any size) in the modern age: Ensure the ethics and philosophy of your organisation are good and sound. This might seem a bit tangential to marketing and business, and rather difficult to measure, nevertheless... Price is no longer the king, if it ever was. Value no longer rules, if ever it did. Quality of service and product is not the deciding factor. Today what truly matters is ethical and philosophical quality - from the bottom to the top - in every respect - across every dimension of the organisation.

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Modern consumers, business buyers, staff and suppliers too, are today more interested than ever before in corporate integrity, which is defined by the organisation's ethics and philosophy. Good sound ethics and philosophy enable and encourage people to make 'right and good' decisions, and to do right and good things. It's about humanity and morality; care and compassion; being good and fair. Profit is okay, but not greed; reward is fine, but not avarice; trade is obviously essential, but exploitation is not. Psychological Contract theory is helpful towards understanding and developing fair balanced philosophy, especially in meeting the complex needs of staff, customers and the organization. People naturally identify and align with these philosophical values. The best staff, suppliers, and customers naturally gravitate towards organisations with strong philosophical qualities.Putting a good clear ethical philosophy in place, and communicating it wide and far lets people know that your organisation always strives to do the the right thing. It's powerful because it appeals to people's deepest feelings. Corporate integrity, based on right and good ethical philosophy, transcends all else. And so, strong ethics and good philosophy are the fundamentals on which all good organisations and businesses are now built.

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People might not ask or talk about this much: the terminology is after all not fashionable 'marketing-speak', nor does it correlate obviously to financial performance, but be assured; everyone is becoming more aware of the deeper responsibilities of corporations and businesses in relation to humanity, and morality, the natural world, the weak and the poor, and the future of the planet. Witness the antagonism growing towards certain multi-nationals. People don't rail against successful corporations - they rail against corporations which put profit ahead of people; growth ahead of of society and communities; technology and production ahead of the natural world; market domination ahead of compassion for humankind. None of this is right and good, and these organisations are on borrowed time. People increasingly prefer to buy from, deal with, and work for, ethical, rightminded organisations. And whether an organisation is ethical and right-minded is becoming increasingly transparent for all to see. Aside from which - when you get your philosophy right, everything else naturally anchors to it. Strategies, processes, attitudes, relationships, trading arrangements, all sorts of difficult decisions - even directors salaries and share options dare we suggest. And it need not be complicated. The ultimate corporate reference point is: "Is it right and good?... How does this (idea, initiative, decision, etc) stack up against our ethical philosophy?"
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Organisations are complex things, and they become more and more complicated every day. A good ethical philosophy provides everyone with a natural, reliable reference point, for the tiniest detail up to the biggest strategic decision.So as you start to write your marketing plan, be it for a new start-up, a huge corporation, or a little department within one, make sure you put a 'right and good' ethical philosophy in place before you do anything else, and watch everything grow from there. marketing index marketing planning process - how marketing fits into overall business planning and marketing/business planning hierarchy marketing is more than selling and advertising - other issues to considerbranding, advertising and promotion - simple and important guidelinestypes of advertising media - different methods and their uses.direct marketing, advertising, and the law - notably the UK Data Protection Act and Preference Services for telemarketing, fax, mail, etc.tricks of the trade - secrets of effective printed advertising and maximum response.PR - make the most of public relations - use press releases for free advertising and publicity.newsletters - for staff and customers.website and internet marketing tips - simple tips for internet websites and online marketing.surveys and questionnaires - process for designing and organizing employee surveys and customer surveystraining/information event new

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business/enquiry generation method - a proven effective process for gaining new busines business planning - includes free strategic planning templates, samples and examples

sales and selling - methods, processes, theory, techniques - help for developing selling propositions and sales strategies

business networking - how to - tips, methods, ideas marketing and business planning - and fundamental organisational philosophy, purpose, values, and ethicsa modern planning framework for a business or organizationFirst it's helpful to revisit, check or define the foundations of your business or organisation. What are your fundamental aims and values? What is your ultimate purpose?Is your underpinning philosophy congruent (consistent) with your plann

Strategic models Marketing participants often employ strategic models and tools to analyze marketing decisions. When beginning a strategic analysis, the 3Cs can be employed to get a broad understanding of the strategic environment. An Ansoff Matrix is also often used to convey an organization's strategic positioning of their
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marketing mix. The 4Ps can then be utilized to form a marketing plan to pursue a defined strategy. There are many companies especially those in the Consumer Package Goods (CPG) market that adopt the theory of running their business centered around Consumer, Shopper & Retailer needs. Their Marketing departments spend quality time looking for "Growth Opportunities" in their categories by identifying relevant insights (both mindsets and behaviors) on their target Consumers, Shoppers and retail partners. These Growth Opportunities emerge from changes in market trends, segment dynamics changing and also internal brand or operational business challenges. The Marketing team can then prioritize these Growth Opportunities and begin to develop strategies to exploit the opportunities that could include new or adapted products, services as well as changes to the 7Ps.

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Marketing planning Market information should include anything you need to know in order to formulate strategy and make business decisions. Information is available in the form of statistical economic and demographic data from libraries, research companies and professional associations (the Institute of Directors is excellent if you are a member). This is called secondary research and will require some interpretation or manipulation for your own purposes. Additionally you can carry out your own research through customer feed-back, surveys, questionnaires and focus groups (obtaining indicators to wider views through discussion among a few representative people in a controlled situation). This is called primary research, and is tailored to your precise needs. It requires less manipulation, but all types of research need careful analysis. Be careful when extrapolating or projecting. If the starting point is inaccurate the resulting analysis will not be reliable. The main elements you typically need to understand and quantify are: customer profile and mix product mix demographic issues and trends future regulatory and legal effects prices and values, and customer perceptions in these areas competitor activities competitor strengths and weaknesses
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Primary research is recommended for local and niche services. Keep the subjects simple and the range narrow. Formulate questions that give clear yes or no indicators (ie avoid three and five options in multi-choices) always understand how you will analyse and measure the data produced. Try to convert data to numerical format and manipulate on a spreadsheet. Use focus groups for more detailed work. Establish your corporate aims. Business strategy is partly dictated by what makes good business sense, and partly by the subjective, personal wishes of the owners. There is no point in developing and implementing a magnificent business growth plan if the owners wish the business to maintain its current scale. State your business objectives - short, medium and long term. Mindful of the trading environment (external factors) and the corporate aims (internal factors), there should be stated the business's objectives. What is the business aiming to do over the next one, three and five years? These objectives must be quantified and prioritised wherever possible.

Define your 'Mission Statement'.

All the best businesses have a 'mission statement'. It announces clearly and succinctly to your staff, shareholders and customers what you are in business to do. Your mission statement may build upon a general 'service charter' relevant to your
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industry. The act of producing and announcing the Mission Statement is an excellent process for focusing attention on the business's priorities, and particularly the emphasis on customer service. If your business is modern and good you will be able also to reference your organisational 'Philosophy' and set of organisational 'Values', both of which are really helpful in providing fundamental referencing or 'anchoring' points, by which to clarify aspects of what the organisation or business unit aims to do, what its purpose is, and how the organisation behaves and conducts itself.\kit Define your 'Product/Service Offer(s)'. You must define clearly what you are providing to your customers in terms of individual products, or more appropriately, services. You should have one for each main area of business activity, or sector that you serve. Under normal circumstances competitive advantage is increased the more you can offer things your competitors cannot. Develop your service offer to emphasise your strengths, which should normally relate to your business objectives, in turn being influenced by corporate aims and market research. The tricky bit is translating your view of these services into an offer that means something to your customer. The definition of your service offer must make sense to your customer in terms that are advantageous and beneficial to the customer, not what is technically good, or scientifically sound. Think about what your service, and the manner by which you deliver it, means to your customer. In the selling profession, this perspective is
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referred to as translating features into benefits. The easiest way to translate a feature into a benefit is to add the prompt 'which means that...'. For example, if a strong feature of a business is that it has 24-hour opening , this feature would translate into something

Real-life marketing Real-life marketing primarily revolves around the application of a great deal of common-sense; dealing with a limited number of factors, in an environment of imperfect information and limited resources complicated by uncertainty and tight timescales. Use of classical marketing techniques, in these circumstances, is inevitably partial and uneven. Thus, for example, many new products will emerge from irrational processes and the rational development process may be used (if at all) to screen out the worst non-runners. The design of the advertising, and the packaging, will be the output of the creative minds employed; which management will then screen, often by 'gutreaction', to ensure that it is reasonable. For most of their time, marketing managers use intuition and experience to analyze and handle the complex, and unique, situations being faced; without easy reference to theory. This will often be 'flying by the seat of the pants', or 'gut-reaction'; where the overall strategy, coupled with the knowledge of the customer which has been absorbed almost by a process of osmosis, will determine the quality of the
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marketing employed. This, almost instinctive management, is what is sometimes called 'coarse marketing'; to distinguish it from the refined, aesthetically pleasing, form favored by the theorists.

4 great marketing strategies

But then, "rural" means different things to different people: from 500,000 people for consumer durables, to less than 50,000 for fast-moving consumer goods. Still, it is heartening to note the increasing awareness of the importance of rural markets - or, at least, of companies wanting to move beyond urban boundaries. According to estimates by the Rural Marketing Agencies Association of India, the total budget for rural marketing is only about Rs 500 crore (Rs 5 billion), compared to the over Rs 13,000 crore (Rs 130 billion) allotted to mass media. This is grossly inadequate to cover the huge potential for different products in rural markets. Of course, clients' reluctance to spend big money for bigger results in rural markets is because there are no standard performance yardsticks for judging the efficacy of the rural marketing efforts. The TRPs and NRS/IRS data help you determine the efficacy of TV and press marketing. But there is no study to tell you what is the ideal cost per contact or what is the ideal number of eyeballs or footfalls for different rural activities.
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But only consider the huge successes of some regional brands, especially in the FMCG sector, which are giving the multinationals a run for their money. Companies like Cavin Kare (Chik Shampoo, Meera Herbal Powder, Fairever Cream and so on), Anchor (100 per cent vegetarian toothpaste), Ghadi detergent powder and Power soap are proof that regional brands can become brands to reckon with. And don't forget Nirma, the most enduring example of a brand that began as a regional player and is now a giant. What did these products do that was so different? Most of them identified a segment that was vacant in terms of product and area of operation. They all started in small, concentrated markets, appealing to the local ethos and aspirations of the targeted area. Their communication, be it a simple radio spot or a wall painting or a theatre film, touched a chord in the target audience. And, most importantly, their policies were flexible and they could adopt to fast changing marketing situations. What should companies do to step up their payback from rural marketing efforts? Here are some steps that should help.

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People power Total commitment from top leadership, keeping in mind that rural marketing is a long-term relationship, is imperative - the successes of Hindustan Lever and ITC are proof of this statement. But even more important is the need for a dedicated task force. Rural marketing efforts need special mindsets, which many of the urban-oriented management graduates who are at the helm of affairs at most organizations do not possess. A separate marketing and sales vertical headed by people with passion and commitment to rural marketing and supported by a field team that can face the rough and tough of the vast country-side with courage and conviction is a must. The best bet is to recruit students from specialised institutes such as the Indian Institute of Rural Management, or at least, management graduates who have studied the subject as an elective. Many of these are students from small towns, people with fire in their bellies who want to prove themselves in big companies and have no issues about working in smaller markets. Pay them well - remember, you pay peanuts, you get only monkeys - and discuss the path their careers are likely to take in the organisation. And send them out in the field only after thorough training.

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Ensure the consistency of the team involved in any project, until the completion of a specific task. Recently, we were involved with two big clients. In both cases, the teams that briefed us in the initial stages and participated enthusiastically in the campaign, were shifted out midway, in keeping with their companies' policy of shifting and promoting people. The teams that succeeded felt no ownership of the campaigns they had not initiated. What started as a great rural marketing initiative has been relegated to the dustbin... the fate of many rural marketing initiatives in the country. Goals are good Early on in the campaign, define your objective: is it a tactical effort to achieve increased sales in specific areas during a specific time, or do you want to build a strong equity for your brand in rural India? Our experience with FMCG companies is that they are more interested in the first choice. Most of them have previously appointed vendors who implement the company's ideas blindly, be they van campaigns or below-the-line activities. There is very little effort to tailor whatever communication is made in such efforts, to suit the local audience or fit it with the overall campaign efforts in the mass media. This invariably leads to less than satisfactory results in terms of awareness of the brands and long-term impact of the efforts in the targeted markets. If you are
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interested in the second alternative, a comprehensive brand building strategy in rural India, with both short term and long term goals, is a must. Know your customers A good place to begin is studying the mindset of your customers, so you can create a customised plan of action. All too often, clients insist their knowledge of their customers (based on studies of urban India) is enough on which to base an action plan. Our experience shows that the attitudes, aspirations and fears of rural customers, with regard to products and brands, is very different from their urban counterparts. Research can give you invaluable ideas for new product development as well as new methods of reaching your target audience. The refrigerator with standby power for 12 hours, pressure cookers with two handles and a radio with keywinding mechanism are all the result of research. More and more companies turn to the local haats to sell their products. While haats offer opportunities to target consumers from several villages at one place, and to that extent make your effort cost-effective, ensure that the people who patronise these haats are the kind who will buy your brand. For instance, we recently conducted a survey among some haats in Tamil Nadu, with some interesting results. The haatswere popular with the poorest agricultural labourers who consciously buy the duplicate, spurious products that are sold in
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these bazaars, since they can't afford the real thing. It is estimated that FMCG companies lo

Marketing Means
The starting point for the advertising plan is the setting of objectives. The statement of objectives would follow the same format as the overall marketing objective. It would include what to communicate to whom and with what results. Should the advertising generate sales, produce leads, or enhance an image? To whom must the message be communicated to make that happen? What will be the result of this communication? $X revenue? Product Development Stages The new-product planning process involves a series of steps from idea generation to commercialization. Idea generation is a continuous, systematic search for new product opportunities.It involves delineating sources of new ideas and methods for generating them. Pricing Strategy A marketer should understand the relationship between price and consumer purchases and perceptions. This relationship is explained by

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two economic principles : the law of demand and price elasticity of demand and market segmentation.

Adoption Process of New Products The growth rate and total sales level of new products rely heavily on two related consumer behavior concepts: the adoption process and the diffusion process. The adoption process is the mental and behavioral procedure an individual consumer goes through when learning about and purchasing a new product. Steps in Developing the Promotion Mix Because there are four distinct promotion mix components (advertising, personal selling, promotion, and publicity or public relations), each with its own unique strengths and weaknesses, developing an effective promotion mix is difficult. To facilitate this task, most companies follow a five-step decision process, which is discussed below. Three Levels of Marketing Performance The boldest level of marketing occurs when a company introduces a product or service that nobody asked for and often could not even conceive of. No one in the 1950s asked for a Sony Walkman, a Sony
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Betamax, or a Sony 31/2-inch disc. Yet Sony, under its brilliant founder and chairman, Akio Morita, introduced those and many other new products that since have become everyday staples. Creating Great Marketing Plan A marketing plan, like a business plan, is unique to the company it serves. There are few hard and fast rules that guide its creation and implementation. A marketing plan needs to be as flexible as its market allows and as firm as is required to accomplish its goals. Despite all that, there are a few key components critical to the successful development and application of such a plan. Exploratory Marketing Research Exploratory research can be effectively used to develop insights and understanding about a marketing problem or issue. While exploratory research is applicable in numerous situations, it is extremely useful for understanding a problem, screening alternative solutions, and

discovering new ideas. We will discuss these three applications in this section. Types of Marketing Research Applications Marketing research is the gathering, recording, and analyzing of data that

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relates to a specific problem in marketing products or services. While this definition implies a systematic approach to marketing, marketing research is often performed as a reaction to a problem that occurs. Marketing research efforts, therefore, often are undertaken for specific projects that have set beginning and ending points. Experiential Marketing The concept of experiential marketing comprises of five core elements : sense, feel, think, act, and relate. SENSE marketing appeals to the senses with the objective of creating sensory experiences through sight, sound, touch, taste, and smell. SENSE marketing may be used to differentiate companies and products, to motivate customers, and to add value to products. Advertising Variables There are some variables or factors that need to be considered when creating an advertising. These factors are waste, reach, frequency, message permanence, persuasive impact and clutter. Waste is the portion of an audience that is not in a firm's target market. Because media appeal to mass audiences, waste is a significant factor in advertising. Types of Market Research Data

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Another type of primary data of interest to marketers is the subject's psychological and life-style characteristics in the form of personality traits, activities, interests, and values. Personality refers to the normal patterns of behavior exhibited by an individual. It represents the attributes, traits, and mannerisms that distinguish one individual from another. Creating An Effective Advertising for Service Products Experts agree that while some aspects of advertising are the same for goods and services, the special characteristics of services require additional strategies to make advertising of services most effective. These include the following: 1) Present vivid information. Advertisers should use information that creates a strong or clear impression on the senses and produces a distinct mental picture. Using vivid information cues is particularly desirable when services are highly intangible and complex. Nine Winning Marketing Practices Besides winning business practices, is there a set of winning marketing practices? One frequently hears of one-liner formulas that promise marketing success. Here are nine of the more prominent one-liners. First,

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Win Through Higher Quality. Everyone agrees that poor quality is bad for business. Customers who have been burned with bad quality won't return and will bad-mouth the company. But what about winning through good quality? Key Factors in Developing New Products An empirical research by Robert Cooper found three key factors that distinguish winning projects from the losers. Factor 1: A High-Quality New Product Process. Does your business have a superb new product process or roadmap to guide and speed new products from idea through to launch? The top performers do. Merely having a process does not make the difference, however. It is the nature of that process, and whether it possesses key success ingredients, that makes all the difference. Principles of Managing New Product Development A key task of managing new product development is linking it to an organization's strategy. This linkage occurs through the typical situation analysis that provide the basis for developing strategic options (for example, assessing strengths, weaknesses, opportunities, and problems). Such analysis begin with recognizing major global forces with pervasive

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trends (such as economic systems, demographics, or technology) that lead to complexity and rapid change, a major source of uncertainty. Developing Product for Service Sectors What are the keys to developing successful new services? The following descriptions identify the critical success factors in day-to-day new service development. These are the activities that occur within projects that differentiate winning new services from losing ones. Category System of Consumer Goods There are three-category system of consumer goods : convenience, shopping, and specialty goods.Convenience goods are those purchased with a minimum of effort, because the buyer has knowledge of product characteristics prior to shopping.

Research Methodology the research problem. Research methodology constitutes of research methods, selection criterion of research methods, used in context of research study and explanation of using of a particular method or technique so that research results are
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capable of being evaluated either by researcher himself or by others. Why a research study has been undertaken, how the research problem has been formulated, why data have been collected and what particular technique of analyzing data has been used and a best of similar other question are usually answered when we talk of research methodology concerning a research problem or study. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. Area of study The area of the study related with getting correct information of life insurance policies of different peoples in the region of Sample design A sample design is a definite plan for obtaining a sample from a given population. It refers to the techniques or the procedure the researcher would adopt in selecting items for the sample. Sample design may as well be drawn from the population to be included in the sample i.e. the size of the sample. Sample design is determined before data are collected. During my study I have taken 20 insurance care consultants as the size of sample. Tools used

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To know the response, i have used the questionnaire method. If one wish to find what insurance care consultants think or know, the logical procedure is to ask them. This has led marketing researchers to use the questionnaire technique for collecting data more than any other method. In this method questionnaire were distributed to the respondents and they were asked to answer the questions in the questionnaire. The questionnaire were structured non disguised questionnaire because the question which the questionnaire contained, were arranged in a specific order besides every question asked were logical for the study, no question can be termed as irrelevant. The questionnaire was non-disguised because the questionnaire was constructed so that the objective is clear to the respondent. The respondents were aware of the objective. They knew why they were asked to fill the questionnaire. With the help of following techniques, which are using by Alcon Cables i analysis that the how techniques of sales prom Data Collection Primary Data Sources Through Questionnaires Filled From The Insurance Care Consultant.

Secondary Data Sources:

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Through Through

Internet, Pamphlets

Various And

Official

Sites

Of Of

The The

Companies. Companies.

Brochures

Journals & Magazine

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Findings

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Findings This Sales Promotion Process Was Very Much Satisfying For Me Not Only Practically And Academically But It Also Helped Me In Developing My Communication Skill And Enriched My Knowledge Also. I Have Come To Know About The Importance Of Marketing Especially With Regard To Sales Promotion On The Most Renowned Organization Like Alcon Cables. Especially Because Of Emergence Of Many Competitor With Excellence In Services & Competitive Product. The Base Of This Chapter Conclusion Is On The Data Analysis Or What We Say Findings. I Have Finding From The Insurance Care Consultants Of The Alcon Cables. And Their Insurance Policies On My Topic. When The Insurance Care Consultant Is Asked Why They Are Dealing In This Particular Insurance Policies (Product) They Mostly Stressed On Companys Image. They Also Said That All Income And Age Group Of Customers Are Attracted Towards Their Product But Buyers Are Mainly From Higher And Middle-Income Group. Insurance Care Consultants Said That Their Sale Is Very Much Increased In The Last Years Because Of An Excellent Performance Of The Product. Insurance Care Consultants Said That The Customer Are Very
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Much Satisfied After Getting Insurance Policies Because Of Its Features Related With Risks Of Life And Also Because Of Quality Of Service Provide By Their Company Is Very Good.

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Data Analysis & Interpretation

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Q. Which Technique Of Sales Promotion You Prefer?

Options Display

Response 40%

Door To Door Demo 14% Exhibition Catalogue Price Off 16% 20% 10%

Sales
Display Door To Door Demo Exhibition Catalogue Price Off

Interpretation: According To The Study 40% Insurance Care Consultants Prefer Display Technique,20% Insurance Care Consultants Prefer Catalogues, 16% To The Exhibition, 14% To The Door To Door Demo And 10% Insurance Care Consultants Prefer Price Off Technique.
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Q. Which Technique Is Giving Good Response From Customers?

Options Display Door To Door Demo Exhibition Catalogue Price Off

Response 18% 36% 18% 16% 12%

Display Door To Door Demo Exhibition Catalogue Price Off

Interpretation: According To The 46% Insurance Care Consultants, Catalogue Technique Is Economically Beneficial. 22% To The Door-To-Door Demo And 12% Insurance Care Consultants Prefer Price Off Technique.10% To The Exhibition & Display Technique.
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Q.Which Technique Requires Less Time In Sales Promotion?

Options Display Door To Door Demo Exhibition Catalogue Price Off

Response 22% 38% 10% 16% 14%

Display Door To Door Demo Exhibition Catalogue Price Off

Interpretation: According To The Study 38% Insurance Care Consultants Say Display Technique Requires Less Time In Sales Promotion. 22% To The Display Technique, 16% Insurance Care Consultants Vote To The Catalogues, 14% Insurance Care Consultants Vote To The 10% To The Exhibition.

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Q. Which Technique Is Easily Manageable?

Options Display

Response 18%

Door To Door Demo 30% Exhibition Catalogue Price Off 10% 34% 8%

Is Easily Manageable, 30% To The Door To Door Demo,18% Insurance Care Consultants Prefer Display Technique 10% To The Exhibition, And 8% Insurance Care Consultants Say To The Price Off Technique.

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Q.Which Technique Requires Less Knowledge To Execute?

Options Display Door To Door Demo Exhibition Catalogue Price Off

Response 14% 12% 12% 22% 40%

Display Door To Door Demo Exhibition Catalogue Price Off

Interpretation: According To The Study 40% Insurance Care Consultants Vote To The Price Off Technique Is Require Less Knowledge To Execute.22% Insurance Care Consultants Prefer Catalogues, 14% To The Display And 12% To The Exhibition & Door To Door.
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Q. Which Technique Requires More Knowledge To Execute?

Options Display Door To Door Demo Exhibition Catalogue Price Off

Response 20% 42% 24% 10% 4%

Display Door To Door Demo Exhibition Catalogue Price Off

Interpretation: According To The Study 42% Insurance Care Consultants Vote To The Door-ToDoor Technique That It Requires More Knowledge To Execute Than Others. 24% To The Exhibition, 20% To The Display Technique, 10% Insurance Care
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Q. Price Off Are Necessary For Sales Promotion?

Options Ye s No Cant Say

Responses 46% 40% 14%

Ye s No Cant Say

Interpretation: According To The Study 46% Insurance Care Consultants Say Yes That The Price Off Are Necessary For Sales Promotion. 40% Say No And 14% Say Cant Say

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Q.Do You Think That Sales Promotion Program That Is Presently Undertaken By Alcon Cable Are Satisfactory? Options Ye s No Cant Say Responses 34% 46% 20%

Ye s No Cant Say

Interpretation : According To The Study 46% Insurance Care Consultants Say No That The Sales Promotion Program That Is Presently Undertaken By Bajaj Allianz Are Satisfactorily 36% Say Yes And 20% Say Cant Say.
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Q. Should Alcon Cable Take Up New Sales Promotion Program?

Options Ye s No Cant Say

Responses 72% 22% 6%

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Ye s No Cant Say

Interpretation : According To The Study 72% Insurance Care Consultants Say Yes Installment Offers Are 22% Say No And 6% Say Cant Say

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Limitations

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Limitations Of The Study 1. While designing the questionnaire it was kept in mind to gather more and more information from each target person. For the neither present nor descriptive questions could have served the purpose. Therefore the questionnaire contained in the open-ended questions. 2. The study was conducted in Alcon Cables in bhopal city, which has 127 to 170 insurance care consultants only. The sample size was of 50 insurance care consultants only so that accuracy of data so collected could be absurd covered by circulation of questionnaire. 3. The accuracy of indications given by the respondents may not be consider adequate as whether the language used in the questionnaire is understood by the respondent cannot be taken for granted. 4. The study is based on the information gathered from the insurance care consultants. Therefore in such case it is possible that the information supplied might be biased because the insurance care consultant might have shown partiality towards their insurance policies.

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5. Since the survey was limited to 50 insurance care consultants it is rather difficult to give a precise conclusion but i have tried to the best of my capability to give the conclusion on a comprehensive manner.

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Questionnaire Name : _____________________________________ Address : _____________________________________ Q.1 To Which Technique Of Sales Promotion You Prefer? A) Display B) Door To Door Demonstration C) Exhibition D) Catalogue E) Price-Off Q.2 Which Technique Is Giving Good Response From Customers? A) Display B) Door To Door Demonstration C) Exhibition D) Catalogue E) Price-Off
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Q.3 Which Technique Is Economically Beneficial? A) Display B) Door To Door Demonstration C) Exhibition D) Catalogue E) Price-Off Q.4 Which Technique Requires Less Time In Sales Promotion? A) Display B) Door To Door Demonstration C) Exhibition D) Catalogue E) Price-Off Q.5 Which Technique Is Easily Manageable? A) Display B) Door To Door Demonstration C) Exhibition D) Catalogue E) Price-Off Q.6 Which Technique Requires Less Knowledge To Execute? A) Display B) Door To Door Demonstration
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C) Exhibition D) Catalogue E) Price-Off Q.7 Which Technique Requires More Knowledge To Execute? A) Display B) Door To Door Demonstration C) Exhibition D) Catalogue E) Price-Off Q.8 Price Off And Installment Offers Are Necessary For Sales Promotion? A) Yes B) No

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C) Cant Say Q.9 Do You Think That Sales Promotion Program That Is Presently Undertaken By Alcon Cables. Are Satisfactory? A) Yes B) No C) CQ.10 Should Alcon Cables. Take Up New Sales Promotion Program? A) Yes B) No C) Cant Say

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Conclusion

CONCLUSION The company Alcon Cables is following the clearly stated recruitment and selection policies. There is also proper coordination among the various departments. Consultants play and important role in recruitments. job profile and job description plays an important role while selecting an candidates.

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Having gone through the entire system of Marketing Strategy procedure in Alcon Cables ltd, Rajpura, I tried to analyze in detail keeping view the general Marketing Strategy. Though the system is effective an functional, I feel the below mentioned recommendations and suggestions will go along to improve the existing system:1. Alcon Cables is not conducting any of the test while recruiting the people

the committee should conduct test like aptitude test, intelligence test, stress test, etc for the high posts and which have high work load. This will help in bringing efficient people in the company. 2. Alcon Cables should improve their salary structure to encourage more

applicants to apply. 3. Alcon Cables ltd, should use wide advertisement methods like electronic

media so that information can reach to far places. 4. Alcon Cables ltd, should provide mare incentives to the employees like bonus , increase in HRA, etc to attract the new applicants.

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Suggestions & Recommendation

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Suggestions

Alcon Customer

Cables. services

Should

use

new be

techniques

of

sales

promotion. others.

should

more

comfortable

than

People must be made aware of the benefits of the policies of Alcon Cables The company should give personal attention to each customer.

Proper assistance should be provided to the customer at the time of claim settlement. All the details about the company should be given to the customers. Regular advertisement of the company should be given tv and newspaper. The company must try to find new markets especially in the rural areas. The company should do frequent analysis of the competitors. Provide Incentives- An incentive provides an employee with a boost to their motivation and avoid unnecessary Marketing Strategy. Incentives like two hours of bonus pay for every 10th of perfect attendance can improve a lot.

Employee Assistance Program if you confront an employee about his or her frequent Marketing Strategy and you find out that it is due to personal problems refer them to EAP.

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Sickness Reporting - tell en1ployees that they n1ust phone in as early as possible to advise why they are unable to make it to work and when they expect to return. Return To work Interview- when an en1ployee returns to work then ensure that they have a 'return to work interview'

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Bibliography
Books Kothari C.R., (1999) Research Methodology, Wishwa Prakashan Kotler P. And Armstrong G., (2005) Principles Of Marketing New Delhi, Prentice Hall Of India Kotler P., (1999)Marketing Management Analysis, Planning, Implementation And Control, New Delhi, Prentice Hall Of India Saxena Rajan, (1999) Marketing Management, Tata Mcgraw Hill Websites: www. Alconcables.Com www.Quickmba.Com www.Indiainfoline.Com

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