I also offer my heart full gratitude to my parents who were a constant source
of inspiration and encouragement through the course of this project. At the end just
as significantly, I would like to express my sincere thanks to all the other staff
members who have provided me excellent knowledge and support throughout my
Post Graduation.
Last but not least, I thank all my friends and pears who have helped me directly
during the course of this project.
Nikhil V. Dalavi
pg. 1
CHAPTER І
Executive summery
pg. 2
INTRODUCTION
OF PROJECT
The method which used to collect the information is both primary and secondary
data. In primary, questionnaire method, observation method, and secondary data is
collected through internet, magazines etc.
Findings which were found through overall project through which shows that
techniques are in good condition and Electronica Finance Limited want to increase
its business outside the India.
After the overall study of the project some suggestions were given, firstly the
advertisement should not be more expensive, secondly advertisement should be
attractive and finally media should be selected according to choice of clients.
The project concluded that advertisement is very important in any organization the
overall objective of the study was to study the b2b market in solution of software
and to find the advertisement media used in b2b marketing and the impact of
advertisement on b2b market. The study revealed the picture of advertisement and
its impact on b2b market which help the techniques to encourage more people to be
client of Electronica Finance Limited.
pg. 3
Introduction:
pg. 4
(for example, request for proposal, request for tender, selection
process, awarding of tender, contract negotiation and
singing of final contract)
Advertisement:
· Direct mail ad
pg. 5
· Magazines ad
· Internet ad
Ex: per pay click, social networks, websites etc.
· Newspaper
· Exhibitions
(the exhibition that are related to industries like sugar, project
alert etc.)
· Brochure
Impacts:
3)Through internet advertising the advertising can be done at the low cost like social
medias, emails. The internet advertising is the best medium for advertising because
it saves the money and makes the more awareness.
5)Advertisement creates the brand image of the company. By establishing the strong
pg. 6
company image.
7)Changing advertising strategies and your company message too frequently can
cause confusion among consumers. If your customers don't understand what type of
business you run and what values your company stands for, you may not see
increased sales from your advertising campaigns.
pg. 7
How to develop the B2B Advertising Message: -?
Setting Ad Budgets:
¢ Percentage of Sales:
• Allocate some percent of sales to advertising.
• Makes advertising a consequence rather than a determinant of sales and
profits.
• Useful only if possess VALID historical data
• Most commonly used method
¢ Affordability Method:
Objective-Task Method:
pg. 8
CHAPTER ІІ
COMPANY PROFILE
pg. 9
2.1COMPANY PROFILE
Company Name: -
Address: -
128/A, Kailashchandra,
Paud Road, Kothrud Pune 411038
Maharashtra, India
Our Vision
Our Mission
Our Values
pg. 10
Electronica Finance Limited (EFL), a part of the "SRP Electronica Group" is one of
the most diversified finance company in India. Initiated in 1990, EFL was amongst
one of the first few in the country to be registered as a Non-Banking Finance
Company (NBFC) to provide loans for Machinery purchase. In its long and
successful journey of over 26 years with 33 offices across India, EFL now caters to
a large product portfolio including Business loans, Working Capital loans &
Industrial Property loans in addition to its flagship product of Machinery loans.
At EFL, we believe that MSMEs represent the engines of the country’s economic
growth & hence we have dedicated ourselves towards developing a range of MSME
finance options that enables our clientele to concentrate on core priorities. This has
led to our strong ties with our customers, resulting in over 50% of our business
coming in from our existing clientele.
Our aim is to be the leading NBFC in India, resolving our customer’s financial
requirements through better, faster, more powerful and affordable finance & loan
related services. We value the presence of our stakeholders, machine manufacturers,
financial partners and our skilled and experienced team, all of which helps promote
a healthy growth as one of the most competitive finance company in India. Our focus
on quality and service excellence has garnered the appreciation of large number of
organizations and customers with whom we have worked.
pg. 11
2.5 Product of the company: -
Machinery Loan
Working Capital Loan
Industrial Property Loan
SIDBI scheme
Small business Loan
Pre-owned machines Loan
pg. 12
Objectives of the study:
pg. 13
CHAPTER ІV
RESEARCH DESIGN AND
METHODOLOGY
pg. 14
Research methodology:
MEANING OF RESEARCH-
Research in common preference refers to a search for knowledge. One can also
define research as a scientific and systematic search for pertinent information as a
specific topic. In fact, research is an arc of scientific investigation.
The Advanced Learner’s Dictionary of Current English lays down the meaning of
research as “a careful investigation or inquiry especially through search for new
facts in any branch of knowledge.”
RESEARCH DESIGN-
pg. 15
Descriptive research attempts to describe systematically a situation, problem,
phenomenon, service or programmed, or provides information about, say, and living
Condition of a community, or describes attitudes towards an issue.
For the present study the descriptive research design is adopted. Here the views of
the dealers are collected, as to suggest some marketing strategies.
This study includes fact finding, surveys and enquiries of different kinds. In this
project responses were taken from various dealers about their view and over all
likeability of a Product.
Area of study:
Data collection:
The study is based on the data collected through primary and secondary sources.
Primary data:
An interview schedule was designed to collect primary data from various clients of
the company.
Secondary data:
pg. 16
Secondary data was collected from journals, magazines, websites, and from other
relevant publications.
Sampling design:
The sampling design mainly consists of the sample taken for the study along with
the sample size, sample frame, sample method.
Sample universe:
All customers who are the clients of the company were taken as the sample
universe.
Sample size:
From the universe, sample sizes of 100 clients were selected for the purpose of the
study.
Sample framework:
The customers were selected on a random basis from which respondents were
selected based on convenience.
Sampling method:
Convenience sampling was used, based on willingness and availability of the
respondents. The study was conducted on clients with different type of business.
Research period:
The time for the project was limited to 60 days (15 December 2019 to 15 Feb
2019). From this, 30 days was spent for the collection of data.
pg. 17
CHAPTER ІV
pg. 18
Data analysis and Interpretation:
Analysis and interpretation
Number of
Promotion strategy respondent Response of respondent
Advertisement 25 25%
Sales promotion 30 30%
Personal selling 20 20%
Direct marketing 25 25%
Total 100 100
Chart no:1
The interpretation is that 25% respondents says that they use the advertisement
as the promotion strategy, 30% respondents says that they use sales promotion,
20% respondents says that they use personal selling and 25% other respondents
says that they use direct marketing as the promotion strategy.
pg. 19
Table showing effect of the promotion strategy on the SME’s
Table: 2
Response of No of
Effect of promotion strategy respondents Respondents
Good 25% 25
Very good 30% 30
Excellent 45% 45
Total 100 100
Chart no: 2
The interpretation is that 25% of respondents says that their good effect of
promotion strategy, 30% of respondents says that there is very good effect of
promotion strategy and 45% of respondents says that there is excellent effect of
promotion effect.
pg. 20
Table showing which is the better promotion strategy
Table: 3
Number of Response of
Promotion strategy respondents respondents
Advertisement 22 22%
Sales promotion 28 28%
Personal selling 27 27%
Direct marketing 23 23%
Total 100 100
Chart no: 3
The interpretation is that 22% of respondents say that advertisement is the best
promotion strategy, 28% of respondents says that sales promotion is the best
promotion strategy, 27% of respondents says that personal selling is the best
promotion strategy and 23% of respondents says that direct marketing is the best
promotion strategy.
pg. 21
Table showing whether their increase in profit in SME’s by using
promotion strategy
Table: 4
Response of No of Responses
Responses respondents
Yes 70% 70
No 30% 30
Total 100 100
Chart no:4
The interpretation is that 70% of respondents say that there is increase in profit
in SME’s by using promotion strategy and 30% of respondents say that there is
no increase in profit in SME’s by using promotion strategy.
pg. 22
Table showing advertising medias used in b2b market:
Table: 5
Types of medias Number of respondents Percentage
Print media 50 50%
Social media 35 35%
Electronic media 15 15%
Total 100 100
Chart :5
Interpretation:
The interpretation is that from the 100% the 50% respondents are
using print media to promote their business, 35% of respondents are using social
media and remaining 15% respondents are using electronic media.
pg. 23
Table showing best advertising tools in b2b market
Table :6
Advertising tools No. of respondents Percentage
Direct mail ad 10 10%
Magazines 23 23%
Internet ad 25 25%
Newspapers 10 10%
Exhibition 16 16%
Brochure 16 16%
Total 100 100
Chart :6
The interpretation shows that the best advertising tool in b2b market is internet ad,
25% respondents responded to it. Beside from internet ad print medias such as
magazines (23%), newspaper (10%), brochure (16%) are used. 10% direct mail and
16% exhibition are also used as best advertising tools.
pg. 24
Table showing which advertising tool used by b2b market will make more
impact on clients.
Table no: 7
Magazines 20 20
Newspaper 6% 6
Exhibition 22 22
Internet ad 25% 25
Brochure 15% 15
Direct mail ad 12% 12
Total 100 100
Chart no:7
pg. 25
Table showing existing advertising tools mostly used in our company
Table :8
Existing advertising tools Mostly used
Magazines 30%
Exhibition 25%
Internet ad 35%
Brochure 10%
Chart :8
The interpretation is that from the existing advertising tools the mostly used by the
company is internet ad i.e. (35%). Magazines are used by company at 30%,
exhibitions are made at 25% and brochure are used at 10%.
pg. 26
Table showing whether there is increase in profit by adding more
advertising tools
Table: 9
Yes 75% 75
No 25% 25
Total 100 100
Chart :9
The interpretation is that 75% respondents say that there is increase in profit by
using advertising tools in b2b marketing and 25% respondents say their no increase
in profit by using advertising tools in b2b marketing.
pg. 27
Table showing effect of different advertisement tools in b2b marketing
Table:10
Chart no:10
The interpretation is that the magazines effect 15% on b2b marketing where the
newspaper effect 10%, exhibitions effect 20%, internet ad effect 22%, brochure
effect 15% and direct mail ad effects 18% on b2b marketing.
pg. 28
Table showing is their increase in profit by using advertisement tools in
b2b market
Table:11
Response of No of Responses
Response respondents
Yes 65% 65
No 35% 35
Total 100 100
Chart:11
The interpretation is that 65% of respondents say that their increase in profit by
using advertising tools in b2b marketing and 35% of respondents says that there
is no increase in profit by using advertising tools in b2b marketing.
pg. 29
Table showing effect of advertising tools on b2b marketing
Table:12
No of
Effect of advertising tools Percentage Responses
Good 30% 30
Very good 35% 35
Excellent 35% 35
Total 100 100
Chart: 12
The interpretation is that 30% of respondents say that there is good effect of
advertisement tools, 35% of respondents says that there is very good effect and
excellent effect of advertisement tools in b2b market.
pg. 30
Table showing study of effectiveness would contribute to improvement in
present advertisement
Table :13
Response of
Characters respondents Percentage
Yes 55 55%
Chart:13
The interpretation is that 55% respondents says that yes study of effectiveness
would contribute to improvement in present advertisement, 20% says no
improvement, and 25% says they can’t tell about the improvement.
pg. 31
CHAPTER V
pg. 32
Findings:
Internet is also used as the advertising tool in b2b marketing like website,
face book page i.e. social media.
The existing advertising tools of the print media used by the company are
magazines, brochure, direct mail, newspaper.
The b2b marketers should use all the media like electronic media, social
media, and print media.
Internet media or social media has given more effect than the other media in
b2b marketing.
pg. 33
Suggestion:
To give more attention on the weak media of advertisement so that the clients
come to known about the product.
The budget for the next advertising must be done by seeing the past
advertising effect.
pg. 34
Conclusion
carried out among the clients in Pune regions. The overall objective of the study
was to study the b2b market in original equipment software and to find the
b2b market. The study revealed the picture of advertisement and its impact on b2b
market which help the Electronica Finance Limited to encourage more people to
pg. 35
Limitation of the study:
The behavior of the clients while approaching them to fill the questionnaire was
unpredictable.
pg. 36
Bibliography:
Websites:
1. Wikipedia
2. www.google.com
pg. 37
ANEXTURE
Questionnaire:
Advertisement
Sales promotion
Personal selling
Direct marketing
2) According to you how promotion strategy effects on SME’s?
Good
Very good
Excellent
3) According to you which are the best promotion strategy?
Advertisement
Sales promotion
Personal selling
Direct marketing
Yes
No
Print media
Social media
Electronic media.
pg. 38
6) According to you which are the best advertising tools?
Print media
Social media
Electronic media
7) According to you which advertising tool used by b2b market will make more
impact on clients?
Magazines
Newspaper
Exhibition
Internet ad
Brochure
Direct mail
Yes
No
10) According to you which advertisement tool are more effective in b2b
marketing?
Magazine
Newspaper
Exhibition
Internet ad
Brochure
Direct mail ad
pg. 39
11) According to is there increase in profit by using advertisement tools in b2b
marketing?
Yes
No
Good
Very good
Excellent
Yes
No
Can’t tell
pg. 40