GENERAL

INFORMATION

1
 INTRODUCTION TO THE INDUSTRY

The encyclopaedia describes a motorcycle as a bicycle propelled by an internal-

combustion engine (or, less often, by an electric engine).

The motors on minibikes, scooters, and mopeds, are usually air- cooled and range from
25 to 250 cubic cm (1.5 to 15 cubic inches) in displacement, the multiple- cylinder
motorcycles have displacements o more than 1,300 cubic cm.

The automobile caws the reply to the 19th –century dream of self- propelling the horse-
drawn carriage. Similarly the invention of the motorcycle created the self- propelled bicycle.
The first commercial design was a three- wheeler built by Edward butler by Great Britain in
1884. This employed a horizontal single – cylinder gasoline engine mounted between two
steer able front wheels and connected by a drive chain to the tear wheel.

The 1900s saw the conversion of many bicycles, or pedal cycles by adding small,
centrally mounted spark ignition engine. There was then felt the need for reliable
constructions. This led to road trial testes and competition between manufacturers. Tourist
trophy (TT) races were held on the Isle of Man in 1907 as reliability or endurance races.
Such were the proving ground for many new ideas from early two-stroke cycle designs to
supercharged, multivalent engines mounted on aerodynamic, and carbon fibber reinforced
bodywork.

The two-wheeler industry today has a significant role in the Indian economy. With an
annul turnover of RS 6200 cores and a compounded average growth of 10 per-cent in the
recent years, it is one if the few industrial sectors in the growth phase service.

Today, the reasons for this are not far to seek. The consumer`s who wants to be mobile today
considers personal transportation as one of his basic needs.

In India, the two – wheeler is used in variety of purposes, particularly in urban areas
communicating to work, visiting people, carrying outdoors jobs like selling.

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In rural areas, it enables peoples to travel more frequently to nearby towns for their daily
needs. In other worlds, it has also become a valuable support for increasing productivitiy and
profits, beside helping a personal transportation.

The year 1997 was a difficult period for automobile sector with the major sector with major
player hit by the recession. However, two-wheelers came through un- scratched with a
modest three per cent growth. One o of the primary reasons for this has been the robust
growth of the rural market. A series of good monsoons and high prices for agricultural
commodities have increased the purchasing power of rural customers. Today, the rural
market of over six lakes Indian villages contributes 35 percent to total two wheeler sales.

3
 Introduction to the company

Bajaj Auto Limit is a global two- wheeler and thee-wheeler manufacturing company
based in India. It manufactures motorcycles, scooters and auto rickshaws. Bajaj Auto is a
part of the Bajaj Group. It was founded by jamanlal Bajaj in Rajasthan in the 1940s.it is
based in Pune, Mumbai, with plants in chakan(pune) , Waluj (near Aurangabad) and
pantnagar in Uttarakhand The oldest plant at Akurdi (pune) now houses the R&D centre’
Ahead’

Bajaj Auto is the World`s sixth-largest manufacturer of motorcycles and the second-
largest in India. It is the largest three- wheeler manufacturer.

Bajaj Auto came into existence on 29 November 1944 as M/S Bachraj and Trading
Corporation Private Limited. It started off by selling imported two- and three – wheelers in
India. In 1959, it obtained a license from the government of India to manufacture two-
wheelers and three- wheelers and obtained Licence from Piaggio to manufacture Vespa
Brand Scooters in India and started making Vespa 150 scooters. It became a public limited
company in 1960. In1970, it rolled out its 100000 vehicle. In 1977, it sold 100,000 vehicles
in a financial year. In 1985, it started producing at Waluj near Aurangabad. In 1986, it sold
500, 0000 vehicles in a financial year. In 1995, it rolled out its ten millionth vehicles and
produced and sold one million vehicles in a year.

With the launch of motorcycles in 1986, the company has changed its image from a
scooter manufacturer to two- wheeler manufacturer.

In 2017 it was announced that Bajaj Auto and Triumph Motorcycles Ltd would from
an alliance to bulld mid- capacity motorcycles.

According to the authors of Globality: Competing with Everyone from Everywhere for
Everything Bajaj has operation in 50 countries creating a line of bikes targeted to the
preferences of entry- level buyers.

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 Bajaj chetak
The Bajaj chetak was a popular Indian made motor scooter produced by the Bajaj
Auto Company. The Chetak is named after Chetak , the legendary horse of Indian warrior
Rana Pratap Singh.
Originally asked on Italian Vespa Sprint, chetak was an affordable means of
transportation for millions of Indian families for decades and is loving called HAMARA
BAJAJ.

5
 COMPANY PROFAIL

Name of firm Bajaj motorcycle

Year of establishment 29, November 1945

Founder Jamanlal Bajaj

Form of organization public

Size of organization large scale

No. Of worker 9119 (march 2014)

Official website www.bajajauto.com

Market international

Head quarter Pune, India

Chairman Rahul Bajaj

Vice chairman Madhur Bajaj

Managing director Rajiv Bajaj

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ORGANIZATION CHART

PRODUCTION
DEPARTMENT

PERSONNEL
DEPARTMENT

MARKETING
DEPARTMENT

FINANCING
DEPARTMENT

7
 VISION & MISSION

Vision

They heritage of 90 years and combine it with leading edge scientific knowledge to
bring innovative high quality products for consumers across the world to help them get more
out of life

Mission

They aspire to make BCL a complete FMCG company by introducing a culture of

innovation here to create newer path breaking products for consumers across the globe.

They will help they consumer feel good, look good and get more out of life with they
premium mixes and make them accessible even in the farthest corner of the rural markets.

They will strongly engage with, develop, recognize and retain talent within the
organization across every department.

They will develop the most efficient ways of doing business by using cutting edge IT
tools across all processes and BCL a future ready organization that can add even more value
for they consumers and customer

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 AWARD & ACHIEVEMENT

Award

Publication/TV channel
Awards for BAL

Auto car/times now

RS200- reader`s choice bike of the year

BBC top gear

RS200-reader`s choice bike o the year

Bike India
AS 150-bike of the year upto1600 cc
AS 200- bike of the year up to 200 cc
CNBC, overdrive
RS 20- viewer’s choice bike of the year

NDTV
CT100-creative television commercial of the year
RS200-viewer`s choice award
RS200-two wheeler of the year
RS 200-motorcycle of the year up to 250cc

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Achievement

2009
April: Bajaj pulsar 150& pulsar 180upgrade launched
January: Bajaj XCD 135 DTS-Si launched

2006
April: Bajaj platina launched
2001
November: Bajaj auto launches its latest offering in the premium bike segment ‘pulsar’
January : the eliminator is launched
2000
The Bajaj saffire is introduced
1998
Production commences at chakan plant
19945
Bajaj auto comes into existence as M/s bachraj trading corporation private limited.

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 PRODUCTION PROCESS
Fabrication
(body &
chassis)
S!
Paint shop (body
Ware Casting & welding
& chassis)
house (raw) (Body & chassis)
S2

Inspe Insp Factory

ction ectio wareho
n use
S3 1
Final assembly
2

Engine
Were houses Heat treatment
assembly
(raw)

Paint shop
S1 S2 S3

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 HUMAN RESOURCE DEPARTMENT

Benefits of employees

Paid holidays / vacation

Cell phone

Paid sick leave

Gym/health club / fitness membership

Life insurance

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MARKETING
13
 DEPARTMENT

INTRODUCTION

“Marketing is a societal process by which individual and groups obtain what they need
and want through creating, offering and freely exchanging product and services of value with
other”

-Philip kotler

Marketing in modern times, means learning from customers listening to customers and
to transforming. The organization around customer.

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 Marketing is managing profitable customer relationships. The basic objective of
marketing is to attract new customers by promising and offering supering value and retain
and grow current customers more than any other business function, and mainly with
customers. Building customer relationship based on customer value and satisfaction is at the
very core and modern marketing.

Highly successfully companies know that if they care of their customers, market share
and profit will fallow. Sound marketing is essential for the success of every company,
weather large or small, global or nationalization.

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 DEPARTMENTAL CHART

General Manager

Director of sales and

marketing

Travel and Trade Sales manager

Sales manager event
corporate accounts
& Banquets Manager

Sales executive’s
Sales executive’s Sales executives travel corporate accounts
event & banquets
and trade

Sales coordinators

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 MARKETING MIX
PRICING
Pricing is the process whereby a business sets the price at which it will sell its products
and services, and may be part of the business's marketing plan. In setting prices, the business
will take into account the price at which it could acquire the goods, the manufacturing cost,
the market place, competition, market condition, brand, and quality of product.

Pricing is a fundamental aspect of financial modelling and is one of the four Ps of the
marketing mix, the other three aspects being product, promotion, and place. Price is the only
revenue generating element amongst the four Ps, the rest being cost centres. However, the
other Ps of marketing will contribute to decreasing price elasticity and so enable price
increases to drive greater revenue and profits.

Pricing can be a manual or automatic process of applying prices to purchase and sales
orders, based on factors such as: a fixed amount, quantity break, promotion or sales
campaign, specific vendor quote, price prevailing on entry, shipment or invoice date,
combination of multiple orders or lines, and many others. Automated pricing systems require
more setup and maintenance but may prevent pricing errors. The needs of the consumer can
be converted into demand only if the consumer has the willingness and capacity to buy the
product. Thus, pricing is the most important concept in the field of marketing, it is used as a
tactical decision in response to comparing market situations.

 Baja automobile sector, it has gone for both premium pricing policy for
motorcycle like pulsar and competitive pricing policy for other products. On
some cases where the company has decided to enter a new market it has opted
for a penetration pricing policy. For this, the prices are at reasonable rates to
attract new customers.

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 PRODUCT
Product marketing is a process of promoting and selling a product to a customer. Also
product marketing is defined as being the intermediary function between product
3developments and increasing brand awareness. For example, product management deals
with the basic of product development with a firm, where product marketing deals with
marketing the product to prospects, customers, and others. Product marketing as job function
within a firm also differs from other marketing jobs such as social media marketing,
marketing communications, online marketing, advertising marketing strategy, and public
relations, although product marketers may use channels such as online for outbound
marketing for their product.

A product market is something that is referred to when pitching a new product to

general public. Product market definition focuses on a narrow statement: the product type,
customer needs, customer type and geographic area.

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19
20
 PROMOTION
In marketing, promotion refers to any type of marketing communication
used to inform or persuade target audiences of the relative merits of a product, service, brand
or issue. The aim of promotion is to increase awareness, create interest, and generate sales or
create brand loyalty. It is one of the basic elements of the market mix.

Promotion covers the method of communication that a marketer uses to provide

information about its product; information can be both verbal and visual.

 Bajaj has always relied heavily on its promotion activities. It has created some
very creative ads that have improved the visibility of the Bajaj group and its
product. It its logo has changed with the times. The logo “Hamara Bajaj” with a
capital “B” inside a hexagon shape was later interchanged with another logo of
flying “B” that was a symbol of the company moving forward from lower to
upper and high caps. The essence and core values of the brand name remained
the same.

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 PLACE
In the marketing mix, the process of moving products from the producer to the
intended user is called place. In other words, it is how your product is bought and where it is
bought. This movement could be though a combination of intermediaries such as distributors,
wholesalers and retailers. In addition, a newer method is the internet which itself is a
marketplace now. Though the use of the right place, accompany can increase sales and
maintain these over a longer period of time. In turn, this would mean a greater share of the
market and increased revenues and profits.

Correct placement is vital activity that is focused on reaching the right target audience
at right time. It focuses on where the business is located; where the target market is placed,
how to eventually transport them.

Baja Company is located in following stat,

 Akurdi pune
 Bajaj nagar, Waluj Aurangabad
 Chakan industrial area, chakan, pune
 Pantnagar, Uttarakhand

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 PRODUCT LINE AND PRODUCT MIX

Product line

A product line is a group of products that are clearly related because they function in a
similar manner, are sold to the same customer group, are marketed through the same type of
outlets or fall within given price ranges.

The important product line decision involves product line i.e. the number of item in the
product line the product line is short if the marketer can increase profits by dropping items a
company can lengthen its product line in two ways by line stretching or by line filling.

Product mix

A range of associated products that yields larger sales revenue marketed together than
if they were marketed individually or in isolation from others

Product mix can beneficial as,

“the current product is said to be an optimal product mix if no adjustment would

enhance the company`s chances of achieving its objectives.

Bajaj product line and product mix,

Pulsar 200Ns Discover 100 Bajaj avenger Bajaj discover 110

cruise 220
Pulsar 220 Discover 100M Bajaj discover 125
Bajaj Avenger
Pulsar 180 Discover 100T
Street 220
Discover 125 Bajaj dominar 400
Pulsar 150 Bajaj Avenger
Discover 125T Street 180
Pulsar 135L5
Discover 125ST Bajaj V12

Bajaj platina 110

Bajaj comfort Tec

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 MARKETING SEGMENTATION

“Market segmentation is the process of divvied a market in to districts subgroups of

consumer with distich needs, characteristics, or behaviour, who night requires separate
products or marketing mixes”

The Marketing people identify different ways to segmentation the market and devlop
profiles of the resulting market segments.

Market segmentation is just the first step in a three phase marketing strategy after
segmenting the market in to homogeneous clusters: the marketer must select one or more
segment to target, so the second step is marketing which is the process of evaluating each
market segments attractiveness and selecting one or more segments to enter. To accomplish
this, the market must decide on a specific marketing mix that is a, specific product, price
channel, and promotional appeal for each distinct segment. The third step is market
positioning, which involves arranging for a product and desirable place relative to
competitive products in the minds of target consumers.

 Segmenting consumer market:

1. Geographic segmentation
2. Demographic segmentation
3. Demographic segmentation
4. Psychographic segmentation
5. Behavioural segmentation
 Market Segmentation of Bajaj company
The market for Bajaj pulsar bikes have been segmented on following basis.
1. Demographic
2. Psychographic
3. Behavioural basis
4. Demographic basis
 Age group

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 The main focus of company is to sell bikes to young middle class people in the
age group of 18-30 yrs. As they are looking for a performance bike in
reasonable cost.

 Income Group
Company targeted to sell the products to middle income class peoples they were
the class who were demanding for high power bikes in cheap rate.
 No income(students)
 Low income(young professionals)
 Psychographic basis : Bajaj promoted its bike as the no. 1 performance bike of India
and hence the target was of

Segment looking for sporting bike with a high speed.

 Behavioural basis
On loyalty basis: hard core loyal, split loyal, shifting loyal, switchers.
On basis of attitude: upbeat enjoyers, financial negative, financial positive.

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 ADVERTISEMENT

Advertising is marketing communication that employs an openly sponsored, non-personal

message to promote or sell a product, service or idea. Sponsors of advertising are typically
businesses wishing to promote their product or services. Advertising is differentiated from
public relations in that an advertiser pays for and has control over the message, it differs
from personal selling in that the message is non-personal i.e., not directed to a particular
individual. Advertising is communicated through various mass media, including traditional
media such as:

 Newspaper
 Magazines
 Television
 Radio\
 Outdoor
 Advertising or direct mail

New media such as:

 Search result
 Blogs
 social media
 Websites
 Text messages

The actual presentation of message in a medium is referred to as n advertisement, or

“ad” or advert for short.
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 The advertisement for most of the Bajaj products is in the print media like various
magazines and newspapers. The company has utilized the medium of television and
radio the its full capacity airing and showing trendy and attractive commercials at
regular periods. Online as all the relevant information can be gathered from there.
 Bajaj motorcycle is sponsor show like , special partner of THE KPIL SHRMA
SHOW.

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28
29
 PRICING POLICY

Price is the amount of money charred for a product or service it is the total value that
customers exchange for the benefits of having or using products or services.

Of all the elements in the marketing mix, price is the only one which generates revenue. All
other elements generate only cost. Price is also the most important determinant business price
is also one of the most flexible elements of the marketing mix and unlike others, can be
changed quickly pricing decisions and price competition are a major problem faced by
marketing people. It is a crucial decision area for any company it is aby manipulating the
price that the company adjusts the level of cash flow and funds available for competition in
the market contributes the maximum to the importance o pricing. Because of price
competition pricing becomes a highly dynamic and crucial function.

OBJECTIVE OF PRICING:

 Profit maximization in the short run, and profit optimization in the long run.
 Assumed minimum return on investment or sales turnover.
 Ensure a specified targeted sales volume or market share
 Market entry into new markets or achieve deeper market penetration in existing
market.

 Bajaj Company decide price on base on motorcycle design, model, average or engine
of the motorcycle.

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 MARKET SHARE OF COMPANY

Market share is the percentage of an industry or market’s total sales that is earned a
particular company over a specified time period market share is calculated by taking the
company’s sales over the period and diving it by the total sales of the industry over the same
period.

Increasing market share is one of the most important objectives of business. The main
advantage of using market share as measure of business performance is that it is less
dependent upon Marcos environment variables such as the state of the economy or changes
in tax policy.

However increasing market share may be dangerous for makers or fungible hazardous
products, particularly products sold into unites states market, where they may be
subject to market share liability.

“Market share means the portion or percentage of sales of a particular product or

service in a given region that are controlled by the company.”

 Bajaj market share is as followed,

 Bajaj Company have 27% market share in India.

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 PRODUCT LIFE CYCLE

The direction of each phase and shape of curve is different. The productise passing
through stage is as under,

1. Introductory product
2. Growth
3. Maturity
4. Decline

 Introductory stage
The introductory stage starts when the new product is launched communally and
made available for purchase. It takes time to fill dealer’s pipeline and roll out
the product in servel market so the sales growth is bound to be low.
 Growth stage
The growth stage is market by a rapid climb in sales as promotion costs are
spread over a larger volume and unit manufacturing costs fall faster than price
decline, owing to the experience curve effect.
 Maturity stage
During this stage normally lasts longer than the previous stages and it poses
formidable challenges to marketing management of the life cycle, and therefore
most of marketing management deals with the maturity market.
 Decline stage
Sales decline for number of reasons including technological advances; consumer
shifts in shifts in tastes and increased domestic and foreign competition all of
these lead to overcapacity increased price cutting and profit erosion.

Bajaj Company is Indians second largest company so it is say that it is on

maturity stage.

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 CHANNEL OF DISTRIBUTION

The operational success of a company depends of a company depends not only on how
well it performs in terms of production and sales but also on how well its entire channelled of
distribution compete with competitors channels. A company may produce the best still not do
well if its dears perform poorly in sales and serve against of distribution is a set of intend
dependent organization involved in the process of making a product or consumption by the
consumer of the consumer of business user

Channels of distribution play an important role in marketing, because of many vital

function performed by them effective and well managed channels provide sound competitive
advantage to companies.

1. DIRECT MARKETING

Manufactur Consumer
e

2. INDIRECT MARKETING
A, one level channel

MANUFA RETAILER CONSUMER

CTURE

B. Two level channel

MANUFA WHOLESALER RETAILER CONSUMER

CTURE

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 c. Three level channel

MANU WHOLESALER JOBBER RETAILER

FACTURE

CONSUMER

Bajaj company distribution cannel as under,

DELER PRO CUSTOMER

Depot BIKING

& RURAL SALES CUSTOMER

OUTET
CNF

AUTHORISED CUSTOMER
SERVICE
CENTER

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 COMPETITORS

Today competition has come in each and every field of business world. Competition is
increasing day by day. Without competition business cannot develop because competition
teaches to accept the new challenges in business and businessman can learn this from
competitive market.

Competitors’ analysis in marketing and strategic management is an assessment of the

strengths and weaknesses of current and potential competitors. This analysis provides both
an offensive and defensive strategic context to identify opportunities and threats.

Types of competitors are as follows:

 Direct competitors
 Indirect competitors
 Perceived competitors
 Partner competitors

 Bajaj key competitors

1. Apache(TVS)
2. Hunk (Hero Honda)
3. Karizima (Hero Honda)
4. CBZ (Hero Honda)
5. Fz-16 (Yamaha)

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 CUSTOMERS

A customer sometimes known as a client, buyer or purchaser is the recipients of a good

service, product or idea obtained from a seller, vendor or supplier for a Monterey or valuable
consideration. Customers are generally categorized into two types:

 An intermediate customer or trade customer more informally “ the trade “ who is a

dealer that purchases goods for re-sale.
 An ultimate customer who does not in turn re-sale the things bought but either passes
them to the consumer or actually is the consumer.\
A customer may or may not also be a consumer, but the two notions are distinct, even
though the terms are commonly confused. Ac customer purchases goods; a consumer uses
them. An ultimate customer may be a consumers well but just as equally may have
purchased items for someone else to consume.
`There are number of customers from different states who are more valuable for the
company.
 National customer
 State wise customers
 Local customers
 Individual customers

Bajaj company covered all types of customer according to their bikes have all feature like
 Style
 Mileage
 Quality
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  techniques

AFTER SALES SERVICES

After a sales service refers to various processes which make sure customers are satisfied with
the products and services of the organization.

The needs and demands of the customers must fulfilled for them to spread positive word of
mouth in the current scenario, positive word of mouth plays an important role in promoting
and products.\

After sales service makes sure products and services meet of surpass the expectations of the
customers.

After sales service includes various activities to find out whether the customer is happy with
the products or not? After sales service is a crucial aspect of sales management and must not
be ignored.

 Bajaj Company gives they customer warranty or free services of bike.

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 PRODUCT PLANNING

product planning is the planning of production and manufacturing modules in company and
industry. It utilizes the resource allocation of activities of employees: materials and
production capacity, in order serve different customers.

Need and importance of production planning and control

 For increasing production

 For co- coordination plat activity
 For cost control
 For rationalization activities
 Consumer

 Bajaj company product planning is according is as under,

They focus values are,
 Innovation
 Speed
 Perfection

They product are satisfied all stage of customer.

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 INTERNATIONAL MARKET

The inter national marketing is based on strategy created in home country of company and
distributed to its other offices.

In most cases it is international company level market identification and targeting.

International marketing is very similar to global marketing. The main differences will fact
that global marketing is focusing on intercontinental point of view.

The example of international marketing would be where an English company would like to
enter Chinese market. It will be done by either developing marketing strategy in their home
country that will be then introduced in new market or they will hire a company to create such
a plan.

 Bajaj sale they product in 70 country,

The two- wheeler major currently export in Philippines, Singapore and Myanmar.

The pune headquartered firm has also started exporting KTM bikes to the Malaysian market
recently.

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 INTRODUCTION TO TOPIC

SALES PROMOTION

Sales promotion defined:

“Sales promotion is a marketing discipline that utilizes a variety of incentive technique

to structure sales- related program target to consumers, trade, and/ or sales levels that
generate a specific, measurable action or response for a product or service.”

-counsel of sales promotion agencies

“Sales promotion consists of a diverse collection of incentive tools, mostly short term,
designed to stimulate quicker or greater purchase of a particular products or services by
consumer or the trade”

-Philip kotler

“Sales promotions are short- term incentives to encourage purchase or sales of a

product or service.”

-Roger A Strang

Sales promotion tools are continuously employed by retailers, dealers,

distributors and manufactures with the purpose of stimulating the purchase and the
consumption of their products and brands.

Sales promotion refers to the short – term incentives to encourage sales of

product or service. Sales promotion consists of a diverse collection of incentive tools, mostly
short term, designed to stimulate quicker or greater purchase of a particular products or
services by consumers or the trade.

Sales promotion tools are continuously employed by retailers and manufacture

with purpose of stimulating the purchase and the consumption their product and brands.

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 More than any other element of the promotional mix (advertising, personal
selling, publicity, direct marketing) sales promotion is about “action”. It is about stimulating
customer to buy the products. Sales promotion techniques are used by most organizations,
including manufactures, distributors, retail or stared associations, and non profit
organizations. While the role of sales promotion has become increasing important and has
evolved in to an important element of the strategic IMC mix. Sales promotion acts as a
compensative weapon by providing an extra incentive for the target audience to purchase or
support one over another.

Sales promotion is one of the seven aspects of the promotional mix. (The other
six parts of the promotional mix are advertising, personal selling, direct marketing,
publicity/public relations, corporate image and exhibitions.) Media and non-media marketing
communication are employed for a pre-determined, limited time to increase consumer
demand, stimulate market demand or improve product availability. Examples include
contests, coupons, freebies, and loss leaders, point of purchase displays, premiums, prizes,
product sample, and rebates.

OBJECTIVES OF SALES PROMTION

Stimulating demand:

The most important use sales promotion is to build demand by convincing customers
to make a purchase. Special promotions, especially those that lower the cost of ownership to
the customer (e.g. price reduction); can be employed to stimulate sales.

Building product awareness:

Several sales promotion techniques are highly effective in exposing customers

to products for the first time and can serve as key promotional components in the early stages
of new product introduction. Additionally, as part of the effort to build product awareness,
several sales promotion techniques possess the added advantage of capturing customer
information at the time of exposure to the promotion.

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Creating Interest:

Marketers find that sales promotions are very effective in creating interest in a product.
In fact, creating interest is often considered the most important use of sales promotion.
Another important way to create interest is to move customers to experience a product.
Several sales promotion techniques offer the opportunity for customers to try products for
free or at low cost.

Providing Information:

Generally sales promotion techniques are designed to move customers to some action
and are rarely simply informational in nature. However, some sales promotions do offer
customers access to product information.

Reinforcing the Brand:

Once customers have made a purchase sales promotion can be used to both encourage
additional purchasing and also as a reward for purchase loyalty (see loyalty programs below).
Many companies, including airlines and retail stores, reward good or “preferred” customers
with special promotions, such as email “special deals” and surprise price reductions at the
cash register.

The specific objectives set for sales promotions will vary with the type of the target
market.

For Consumer promotions:

Consumer relationship building

Encouraging purchasing of larger sized units.

Building trial among non-users.

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Attracting switchers away from the competitor’s brands.

For Trade promotions:

Including retailers to carry new items and higher level of inventory.

Encouraging off-seasonal buying.

Of-setting competitive promotions.

Building brand loyalty of retailers and gaining entry into new retail outlets.

For Sales force promotions:

Help in encouraging support of a new product or model.

Encouraging more prospecting and stimulating off-seasonal sales

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 SALES PROMOTION STRATEGY

A sales promotion strategy is an activity that is designed to help boost the sales of a
product or service. The importance of a sales promotion strategy cannot be underestimated.
This is because a sales promotion strategy is important to a business boosting its sales.

Types of Sales Promotion Strategies are,

Pull Strategies: (Consumer Promotion)

A ‘pull’ sales promotion strategy focuses more on the consumer instead of the reseller
or distributor. This strategy involves getting the consumer to ‘pull’ or purchase the
product/services directly from the company itself. This strategy targets its marketing efforts
directly on the consumers with the hope that it will stimulate interest and demand for the
product. This pull strategy is often used when distributors are reluctant to carry or distribute a
product.

Push Strategies: (Trade Promotion)

A ‘push’ sales promotion strategy involves ‘pushing’ distributors and retailers to sell your
products and services to the consumer by offering various kinds of promotions and personal
selling efforts. What happens here is that a company promotes their product/services to a
reseller who in turn promotes it to another reseller or to the consumer. The basic objective of

44
this strategy is to persuade retailers, wholesalers and distributors to carry your brand, give it
shelf space, promote it by advertising, and ultimately ‘push’ it forward to the consumer.

TYPES OF SALES PROMOTION

There should be mainly three types of sales promotion, which used in the business.

Consumer oriented Trade (Dealer) Sales Force oriented

promotions oriented promotion promotion

Sampling Discount Sales contests

Coupons Bonuses Sales commission

Premiums Buying allowances Trips

Contests Incentive Gifts

Prizes Gift Salesmen training

Premiums Tour

Extra Quantity Contest

Price off or discount Credit facility

45
 SALES PROMOTION TOOLS

Many tools can be used to accomplish sales promotion objectives. Main promotional
tools are as follows,

CONSUMER-ORIENTED PROMOTION TOOLS

The main consumer promotion tools are as follows,

Samples:

They are offers of a trial amount of a product. It consists of inviting prospective

purchasers to try the product without cost or at a lower cost in the hope that they will buy the
product. Samples may be free or discounted.

Coupons:

Coupons are certificates that give buyers a saving when they purchase a specified
product. Coupons can be mailed, placed in advertisements or included with other products.

Premiums:

46
 These are the goods offered either free or at a low cost as an incentive to buy a
product. Premiums may be in-pack or on-pack (outside the pack).

Price Packs:

Cents-off deals or price packs offer consumers savings by way of reducing prices that
are marked by the producer directly on the package.

Prizes:

They are offers of chance to win something such as cash, trips or goods – by luck or
through extra efforts. Contests of talent and sweepstakes or draws the most popular prize
offering promotions.

Price off or Discount

The concession or reduction in price is given to the customers and they save the
money in the purchase. The customers get the products in lower price. The same features of
the products are offered to the customers at lower price. The value of the money of
customers is increased.

Extra Quantity:

Under this sales promotion method the additional benefit is given by providing extra
quantity of the product without an extra payment. Quantity of the product is packed in the
pack itself or separately.

TRADE (DEALER) -ORIENTED PROMOTION TOOLS

More money is spent by companies on trade promotion (58%) than on consumer

promotions (42%). The major trade promotion tools are as follows;

Discounts:

It is also known as price-off or off-invoice or off-list. Discounts price cut off the list
price on a particular quantity purchased during a stated time.

47
Buying Allowances:

They are the amount offered in return for an agreement by the retailer to feature the
manufacturer’s products in some way; displays, advertising or otherwise.

Contests:

Advertisers can develop contests to motivate resellers.

SALES FORCE-ORIENTED PROMOTION TOOLS

Sales contests:

Contests are great ways to create a sense of participation and to motivate salespeople
to achieve success, especially when they are participating against each other.

Sales commission:

The managers fix the commission rates on the sales of the products. The commission can be
of fix rate or it may be variable or in combination. Depending upon the situation and type of
products the commission rates can be decided.

Trips:

This shows the target to the salesman to work and achieve. The salesmen who achieve the
target at the end of year or quarter or half year or annual, would be sponsored free trips to the
tourist destination. This exciting offer keeps the salesmen motivated.

Gifts:

48
The salesmen those who work as per the plan and achieve the targets can be offered gifts or
merchandise. This keeps the interest of the sales men on track and they do their work without
any disturbance.

Training of salesmen:

The training provides knowledge regarding the products, their features, operating system
and fault finding and repair etc. The training gives knowledge and skills to the trainees. The
skills and knowledge give confidence and in return the confidence gives good performance
and satisfaction at job

Incentive:

Incentive is given to the sales force on their achievement and performance. If any sales
person achieves target or more than these, then he is able for the incentive.

Bajaj company for its automobile sector, it has gone for both premium pricing policy for
motorcycle like pulsar and competitive pricing policy for other products. In some cases,
where the company ha decided to enter a new market it has opted for a penetration pricing
policy. For this, the prices are at reasonable rates to attract new customers.

 Bajaj company is given a festive discount & offers on Bajaj motorcycle like,
 Bikes above V15 will get 0% interest on a specific amount of loan on offer.
 Hat tricked offers of 1 year free insurance, 2years free service and 5 years
warranty are a part of the package being offered by Bajaj auto limited on all
bikes which also include the pulsar, avenger and dominar range bought during
the offers.
 This five year warranty includes the two years standard warranty along with an
additional three year warranty which is applicable on the engine. The one year
free insurance offer is exclusively for the pulsar 150, pulsar160, V15, Discovery
and platina while the two year free service is applicable on all motorcycle in
the Bajaj auto range.
49
 To increase sale of the bikes it is not sufficient to provide extra benefits to the
people who make product reach/available to the customers hence Bajaj
motorcycle give more emphasis on dealers and try to satisfy its dealer by
providing extra befit and hence it gives more focus on dealer sales promotion
techniques.

50
 RESEARCH
METHODOLOGY

51
 RESERCH METHODOLOGY

The concept of marketing research is he contribution of the modern concept of

marketing, as modern marketing takes a consumer oriented approach. These days, marketing
managers are loaded with the responsibility of decision making in various fields concerning
the marketing of goods and services.

He needs to satisfy consumers` demand by supplying the right type of products, at

right price, at right time and place. These various decisions can be made either on the basis
of guess-work, intuition or through some scientific process based on facts and figures. That is
the use o scientific method in the solution of marketing problem for the purpose of increasing
sales, decreasing market, distribution costs and maximising the profits.

“ marketing Research is a systematic problem analysis, model building and fact

finding for the purpose of improved decision making and control in the marketing of goods
and services.”

52
 -Philip kotler

MARKETING RESERCH PROCESS

A.1.Define the Problem

A.2. Specify The Research Objectives. Enumerate questions to which answers are sought and
the information to be obtained. Formulate the hypothesis to be tested.

A.3. Determine the data sources: Secondary and/ or primary

A.4. Formulate the Research design (decide the technique for acquiring the information)

B.1. Design the sample.

B.2. decide where the study will be executed, how and by whom.

53
 B.3. Execution of the study: data collection

B.4. process the data (data tabulation)

C.1. analysis and interpretation of the data.

C.2 prepares and presents the report to the decision markets.

RESERCH DESIGN

Concept:

A research design is the plan of action, a plan to collect and analyse data in an
economic, efficient and relevant manner. A research design could be prepared either to test a
hypothesis or to give a cause effect- relationship to a situation. Research design is considered
as a “blueprint” for research, dealing with at least four problems.

1. Which question to study?

2. Which data are relevant?
3. What data to collect?
54
4. How to analyze the result?

Research aims and objectives

Detailed information requirement

Secondary research Primary research

(Desk research) (Field work)
(
55
 Qualitative research Quantitative research
(Depth interviews; focus (Large sample of
grouo) interview)

Sampling

Data processing and Data collection

analysis Methods

Data presentation

Types of research designs

1. Exploratory research
The exploratory research studies are carried out to ‘explore’ a subject. This
approach attempts to discover general information about a topic that is not well
56
 understood by the marketer. The fundamental difference between an exploratory and a
descriptive research is that an exploratory research follows a format that is less
structured and more flexible than descriptive research.

2. Descriptive research

The fuscous of descriptive research is to provide an accurate description for something

that is occurring. The recommendations and Interpretation in a descriptive research are
definite. For example, what age group is buying a particular brand, the market share of a
product within a certain industry, the number of competitors etc?

3. Causal research
Marketers use this approach primarily for predictions and test hypothesis, though it
can also be used to a lesser extent for discovery and exploratory purposes. The use of
casual research in marketing is normally done for testing marketing scenarios, such as
what might happen to the product sales of the design of the product is changed or the
advertising is changed.

I have used exploratory research.

Sampling

Concept:

57
 A sample is a finite part of a statistical population whose properties are studied to gain
information about the whole (Webster 1985). When dealing with people, it can be defined as
a set of respondents selected from a large population for the purpose of a survey.

A population is the subject matter that is to be researched. It is a group of individual

persons, objects, or items from which samples are taken for measurement for example a
population of presidents or professors, books or students.

Sampling is the act, process, or technique of selecting a suitable sample, or a

representative part of a population for the purpose of determining parameters or
characteristics or the whole population.

Use or purpose for sampling:

1. The economic factor:

The economic advantage of using sample research obviously, taking a sample
requires fewer resources than a census. For example let us assume that you are one of the
very curious students around. And you wish to find out what every student of Saurashtra
University thinks about the teaching quality at the university. If you were to conduct census
and survey of all thousands o students of the university it will consume a lot of time, money
and effort. So you decide to select a sample population and survey it.

2. The time factor:

A sample may provide you with needed information quickly. For example, you
are a doctor and a disease has broken out in a village with your area of jurisdiction, the
disease is contagious and it is killing with hours nobody knows what it is. You required
conducting quick test to help save the situation.

3. Very large population:

58
 If the population that is to be surveyed is very large it would not be possible to
survey or research the entire population. In such cases also a sampling method is used and
the sample representing the population is selected and researched.

4. Partly accessible population :

There are some populations that are so difficult to get access to, that only a
sample can be used. Like people in prison, like crashed aeroplanes in the deep seas,
presidents etc. Inaccessibility may be economic or time related
5. Accuracy and sampling:.
A sample may be more accurate than a census. A sloppily conducted census can
provide less reliable information than a carefully obtained sample.

Types or methods of sampling:

a) Various method have also been established to accomplish probability sampling:

1. Simple random sampling:
All you need is a relatively small; self- contained or clearly defined population to use
this method. The population of the India might be too big, but a city of say 600,000 or so
would be appropriate. You simply obtain a list of all residents, and then using a sequence of
numbers, select, say, 10%, 20%, or some portion of names on that list.
2. Strafed random sampling:
This method is appropriate when the researcher is interested in conducting research for
gender, race, or age disparities in the population. One of the main reasons why researcher use
this method of sampling is to obtain information about different parts of the universe or
population, that is, it allows the \researcher to draw separate conclusions for each stratum

59
 3. Systematic random sampling:

Suppose the researcher has a huge list of people, place, or things to select from, like
100,000 people or more. The appropriate method to use i to select every 10 th, 20th or 30th
person from that list. His decision to use 10th, 20th or 30th person s called a sampling interval,
and long as he dose t systematically and uses the entre list, he is accomplishing the same
thing as random sapling.

4. Cluster (area ) random sampling:

Suppose the researcher has population that is dispersed across a wide geographic region.
This method allows him t divide this population into clusters and then randomly sample
everyone in those clusters. This method is usually convenient for collection of data as a
cluster is ideally a mini population and has all the features of the population.
b) Various method have also been established accomplish non- probability
sampling
1. Quota sampling :
This is the most frequently used non-probability sampling method and is used
when employing stratification that is on age, gender income, family size etc. Then the
sample size called quotas, are established for each stratum.
2. Convenience sampling
Also called haphazard or accidental, this method is based on using people who
are a captive audience, just happen to be walking by, or show a special interest in your
research. The use of volunteers is an example of convenience sampling.
3. Purposive (or judgement) sampling :
It is a type of sample where the selection of the units is based on the judgement
of the researcher. This where the researcher targets a group of people believed to be
typical or average or a group of people specially picked for some unique purpose.
4. Snowball sampling :
It is such type of a non- probability sampling where the initial respondents are
selected at random and the subsequent respondents are then selected by reference or
information from the earlier respondents.

60
  This research report is base on simple random sampling method.

DATA COLLECTION TOOLS

 Questionnaire
Introduction:
A Questionnaire is a technique of gathering primary data. But is not always possible to
know by observation or other methods of collection data, why a buyer makes particular
purchases or what his opinion about a product is. Compared with either direct observation
or experimentation a questionnaire yield a broader range of information and are effective
for producing information on social economic characteristics, attitudes, opinions, motives,
etc. And to gather information for planning product features, advertising copy, advertising
media, sale promotions, channels of distribution and other marketing variables. A
questionnaire offers huge flexibility and so it is by far the most common instrument used to
collect primary data. Questionnaire is usually faster and cheaper than other methods of data
collection.
“The word questionnaire refers to a device for securing answers to questions by
using a form the respondent fills in himself.”
_ W.j. Goods and P.K. Hatt

61
 Designing the questionnaire:
1. The questionnaire has to be designed keeping in mind the research methodology to
be followed. Questions that do not relate to the research are unnecessary.
2. The questionnaire should be carefully worded so as not hurt the feeling of the
respondents, at same time it should extract all the required information for the
study.
3. It is always sensible to have some cross check in the questionnaire to make sure
that the respondent is genuine and is not giving ambiguous or false information.
4. The questionnaire should not be lengthy, that the respondent loses interest.
5. The questionnaire should be clear and asking for precise and calculatable replies.
6. Needless question should be avoided.
7. As far as possible, close-ended questions should be asked , so that the responses
can be calculated.
8. As far as possible one open-ended question should be included, say to wards the
end of questionnaire, as it can sometimes give the research valuable inputs towards
new product development, product improvement, better promotion etc.

62
 STEPS INVOLVED IN PREPARING A QUESTIONNAIRE

Have a re-look at the research objectives. Study them properly.

Study the population characteristics of the research study.

Decide on the information that one seeks through the study, and the sequence in which it is to
be obtained.

Formulate the questions to be asked. Decide on the exact wordings.

Prepare a layout and draft, arranging the questions in a proper sequence.

Pre-test the questionnaire.

Prepare the final questionnaire

63
Types of questions:

Types of questions

Open ended Closed ended Demographic

question question questions

Dichoto Multiple Rank Rating

mous choice order scale
question question sealing
s

Semantic Likert
differenti scale
al scale

64
 a. The Dichotomous Question:
The dichotomous question is generally a “yes/no” question. An example of the
dichotomous question is:
Have you ever purchased a product or service from our website?
Yes____
No ____

b. The multiple choice questions:

The multi- choice question consists of three o more mutually exclusive categories.
Multiple choice questions may be asked for a single or multiple answers. In the following
example, we could ask the respondent to select exactly one answer from the 7 possible,
exactly 3 of the 7, or as many as 3of the 7 (1,2or 3 answers can be selected). For example,
If a company wishes to find out how the respondent first heard of the product of the
company it could be asked in the following manner:
How did you FIRST hear about product?
1. Television________
2. Radio________
3. Newspaper_______
4. Magazine_________
5. Word-of-mouth_____
6. Internet______
7. Other: please specify_____

65
 c. Rank order scaling
Rank order scaling questions allow certain set certain set of brands or products to be
ranked based upon a specific attribute or characteristic. Example:
“Based upon what you have seen, heard, and experienced, please rank the following
brands according to their reliability. Place a “1” next to the brand that is most reliable, a “2”
next to the brand that is next most reliable, and so on. Remember, no two cars can have the
same ranking.”
__Honda
__Toyota
__Mazada
__Ford
d. The rating scale
A rating scale question requires a person to rate product or brand along a well-
defined, evenly spaced continuum. Rating scales are often used to measure the direction and
intensity of attitudes. The following is an example of a comparative rating scale question:
Which of the following categories best describes your last experience of purchasing a
product or service on our website? Would you say that your experience was?
__very pleasant
__somewhat pleasant
__neither pleasant nor unpleasant
__somewhat unpleasant
__very unpleasant

66
 e. The semantic differential scale
The semantic differential scale asks a person to rate a product, brand, or company based
upon a seven-point rating scale that has bipolar adjectives at each end, the respondent selects
the point that represents his or her opinion. The following is an example of a semantic
differential scale question.
Example:
Would you say our advertisements are?
(7) Very attractive
(6)
(5)
(4)
(3)
(2)
(1) Very unattractive
f. Likert scale
Likert scale is normally a five point scale, wherein a respondent rates a statement with
which he shows the amount of agreement or disagreement.
For example: “roadside teashop provides better tea than large restaurant.”
Strongly disagree 1____
Disagree 2____
Neither agrees nor disagrees 3____
Agree 4____
67
 Strongly agree 5____

g. The open-ended question

The open-ended question seeks to explore the qualitative, in-depth aspects of a particular
topic or issue. It gives a person the chance to respond in detail. Although open-ended
question are important, they are time-consuming and should not be over-used. Ideally just
one in a questionnaire.
An example of an open- ended question might be:
(If respondent indicates they did not find what they were looking for....)
What products of services were you looking for that were not found in our outlet?
________________________________________________________________________
__________________________________________________________________________
________________________________________.

h. The demographic question

Demographic question are an integral part of any questionnaire. They are used to identify
characteristics such as age, gender, income, race, geographic place of residence, number of
children, and so forth for example demographic question will help you to classify the
difference between product users and non-users and non-users. Perhaps most of your
customer come from the northeast or are between the ages of 50 and 65 or have incomes
between Rs. 500,000 and Rs. 75,000 per annum.

68
  In this research report questionnaire is based on close ended method.

DATA COLLECTION METHODS

Introduction:

The collection of data may require two types of efforts depending on the nature of data
required. If a study require secondary data, it is obtained from the secondary sources of data
and the effort is more or less in-house and of literature review. If a study requires primary
data collection the efforts required from the research would be fieldwork. To ensure adequate
control over the quality of information collected, training and supervision are most
important. While sampling errors can be controlled or at best measured, it is the non-
sampling errors, which are difficult to control. They arise through many causes, such as

 Improper selection of the respondents;

 Non-response bias;
 Incorrect phrasing of the questions;
 Cheating by the respondents or interviewers’
 Misinterpretation of the respondents’ comments;
 Inaccurate recording of the comment.
Secondary sources of data collection
It is important for the research to explore all possible sources of secondary data before
deciding to go in for primary data collection. This would result in great saving of time and
69
money. At times the secondary data could give great insights into the problem resulting in a
change in problem definition or research objectives. No marketing research study should be
undertaken without a prior search of secondary sources. Secondary sources of information
may be divided into two categories: internal sources and external sources.

Internal sources of secondary information

1. Sales data
All organization collects information in the course of their everyday operations. Orders
are received and delivered, costs are recorded, sales personnel submit visit reports, in voices
are sent us, and returned goods are recorded and so on. Much of this information is of
potential use in marketing research.
2. Financial data
An organisation has a great deal of data within its files on the cost of producing, storing,
transporting and marketing each of its products and product lines. Such data has many uses
in marketing research including allowing measurement of the efficiency of marketing
operations.
3. Transport data
Companies that keep good records relating to their transport operations are well placed to
establish which are the most profitable routes, and loads, as well as the most cost effective
routing patterns. Good data on transport operations enables the enterprise to perform trade-
off analysis and thereby establish whether it makes economic sense to own or hire vehicles,
or the point at which a balance of the two gives the best financial outcome.
4. Storage data
70
 the rate of stock-turnover, stock-handling costs, assessing the efficiency of certain
marketing operations and the efficiency of the marketing system as a whole. More
sophisticated accounting systems assign costs to the product occupies the space.

External sources of secondary information

1. Government statistics
These may include population censuses, social surveys, family expenditure surveys,
import/export statistics, production statistics, agricultural statistics, etc.
2. Trade associations
`` Trade associations differ widely in the extent of their data collection and information
dissemination activities. However, it is worth cheeking with them to determine what they do
publish.
3. Commercial services
Published market research reports and other publications are available from a wide rage
of organisation which charge for their information. Typically, marketing people are
interested in media statistics and consumer information which has been obtained from large
scale consumer or farmer panels.
4. National and international institutions:
Bank economic reviews, university research reports, journals and articles are all useful
sources to contact. International agencies such as World Bank IMF, IFAD, UNDP, ITC,

71
FAO and ILO produce large proportion of secondary data which can prove extremely useful
to the marketing researcher.

Sources of secondary data

DATA SOURCE

Secondary data Primary data

Internal External
records records

 Sales /patronage results Published

Internet
(Outcomes) data Standardis
 Marketing activity (input) ed sources
 Cost information of
 Distribution reports & marketing
feedback data
72
 Customer feedback
 Electronic Printed

 Store audit
 Government  Warehouse withdrawal services
 Trade association  Customer purchase panels
 Periodicals  Single source data
 Newspaper  Nielsen’s television index
 Books  Centre for monitoring Indian
 Annual reports economy
 Private studies  Bombay stock exchange
directory

PRIMARY SOURCES OF DATA COLLECTION

Primary data is one which is collected by Researcher himself for the purpose of specific
study. Such data is original in character and is generated by conducting surveys,
experiment, observations, etc by individuals or research institutions.
1. Interviewing
This is most comprehensive method of data collection. It involves one to one intercotion
between the person being interviewed and the interviewer. There are two ways of
conducting this type of personal interviews.
 Non-directive interviews

73
In such type of interviews, the respect is given maximum freedom to talk within the bounds
of the topics of interest. This method is generally used in exploratory research, where the
researcher is looking for new ideas, solutions to existing problems, etc.
 Semi-structured interviews
Here, thought he respondent still has the freedom to talk, he is gudided through the
interview . The interviewer has a list of specific questions to which he seeks answers.

2. Focus group discussion

A discussion is held amongst a group of generally five to nine respondents. This method is
adopted when the researcher is typing to seek new solution to problems, new product
ideas, etc. In exploratory research. The benefit of this method is that respondents are more
likely to convey their true opinions, and the exchange of thoughts nd ideas is likely to
genrate new ideas.

3. Observational method
As the name suggested, in this method the researcher only observes various characteristic
about the respondent, his behavior, excreta there is no direct interaction between the
respondent and the person collecting the information this method hot not a widely used is
useful in collecting information which is often not a volunteered by the respondent. it can
also be used to verify the truthfulness of the respondents replies.
4. Questionnaire

 Shopping mall intercepts

 Purchase intercepts techniques
 Omnibus surveys
 Telephone interview
 Mail surveys
 Experimentation

74
 An experiment in involve the creation of an artificial situation so that the researcher
can manipulate one or move variable while controlled all of the others and measuring the
resultant effects.

5.Experimentation

An experimentation involves the creation an artificial situation

so that the researcher can manipulate one or more variables while controlling
all of the others and measuring the resultant effects.

6 Case study method

A study is a sequence of events or an issue or problems that requires decision making.

It studies business situation or condition depicted almost like in the form of a story.

 This research report is based on primary data collection.

RESEARCH REPORT

6.1 Concept

The results of marketing research must be effectively communicated to

management. The last in the research process is the preparation and presentation of the
75
research report. The best of research efforts will not hold value unless the results can be
summarized and communicated to the management in a form that is both understandable
and useful.

6.2 Characteristics / Qualities of a good report

1 it should consider the audience

While preparing a report researcher must be clear about who the audience is going
to be, that is who is going to read the report.

2 it should address the information needs

A research report is designed to communicate information to decision-makers. In

most cases the confusion in a decision process leads to a research.

3 it should be concise and yet complete

Today we live in an information age and a researcher is never going to fall short as
far as the quantum of information is concerned.

4 it should be objective oriented

Before any research begins it defines the objectives of the research. This objective
is nothing else but the purpose for which a research is being conducted.

5 style of writing

The style in which a research report is written is of importance because it shows

the manner of presentation. There are a few things about the style of writing a research report
which can be kept in mind by the researcher that will make the report easy to read.

6.3 Research Report Format

1 Title Page

76
 The title page should hold the title which is the essence of the research study, the
time period when the research was done or even the date when it was submitted, the name of
the person or organization that carried out the research and the name of the person or
organization to whom it is submitted.

2 Table of content

The table of contents is a sequential list of the topic in the report along with their
references and even page numbers. It’s main purpose is to assist the reader in researching a
particular topic in the report.

3 List of tables

This table contains the title and page number of all the visual aids like tables,
figures, diagrams, etc used in the report. This page can be placed, sometimes even at the end
of the report.

4 executive summary

The executive summary or the synopsis, as it is sometimes called is a condensed

accurate statement of what is important in the report.

Objectives

Results

Conclusion

Recommendations

5 Body of the report

77
 The above four components of the report format are more introductory in nature.
That is they more or less only give a brief introduction of the report.

Introduction

Methodology

Results

Limitations

6 conclusion and recommendations

The major Interpretation and the description of the major implications of the
Interpretation useful for marketing decision making are chalked out under conclusion and
recommendations.

7 Appendixes

The appendix or exhibits normally contains all such data which is not absolutely
essential to be present in the body of the report.

8 Bibliographies

If any part or section of the report uses or is department on secondary data, the
bibliography section will list the publication or sources that the researcher has used.

78
FINDINGS AND
ANALYSIS

79
 Questionnaire

1) Full name:__________________
Age:
Gender:
2) Do you think sales promotion helps to create awareness amongst customer?
(a) Yes
(b) No
3) Did you have any Bajaj bike?

(a)Yes

b)No

4) Why do you at Bajaj bikes?

(a) Style
(b) Product variety
(c) Quality
(d) mileage
5) Demonstration technique is help to awer the consumer about the product?
(a) Yes
(b) no
6) What is your monthly income?

(a) 10000 to 25000

(b) 25000 to 3500

(c) 35000 to 45000

(d)Above 46000

80
7) According to your income which type of Bajaj motorcycle you like to purchase?
(a) Bajaj CT 100
(b) Bajaj platina 110
(c) Bajaj V12
(d) Bajaj discover 110
(e) Bajaj pulsar
8) Which sales promotion activities most important for company to increase sales.
(a) Customer promotion
(b) Dealer promotion
(c) Force promotion
(d) All are equally important

9) Which type of sale promotion activities is effected in rural area?

(a) Personal selling
(b) Fairs & exhibition
(c) Village haats
(d) Financing at low interest
(e) Psychological pricing
(f) Exchange premium
10) Which type of sale promotion activities is affected in urban area?
(a) Campaign
(b) Street campaigns
(c) Street art
(d) Shopping bags
(e) Malls & showroom
11) Sales promotion helps to increase sales of the bike?
(a) Strong agree
(b) Agree

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 (c) Neutral
(d) Disagree
(e) Strongly disagree

12) Which sales promotion scheme of Rajeshree Bajaj is preferred more by the customer?
(a) Purchase display
(b) Direct mail promotion
(c) Premium
(d) Discount

13) What do you think sales promotion technique use by Rajeshree Bajaj helps for easy to
sales bike?
(a) Strong agree
(b) Agree
(c) Neutral
(d) Disagree
(e) Strongly disagree

14) Please give the rating to the following sales promotion techniques used by Rajeshree
Bajaj Company for the customer.
(a) Bonus
(b) Free display material
(c) Discount
(d) Gifts
(e) Seminar
15) Are satisfied with Bajaj motorcycle discount policy?
(a) Highly satisfied
(b) Satisfied
(c) Neutral
(d) Dissatisfied
(e) Highly dissatisfied
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16) Do you think about the sales promotion activities doing by Rajeshree Bajaj attracts
you toward the company?
(a) Yes
(b) No
17) Do you think sales promotion helps to retain customer?
(a) Favour
(b) Against
18) Opinion about sales promotion schemes used by Rajeshree Bajaj for its customer?
(a) Excellent
(b) Very good
(c) Good
(d) Average
(e) Poor
19) Does 0% interest on insurance on Bajaj motorcycle increase sales of company?
(a)Yes
(b) No

20. Do you like to purchase again Bajaj motorcycle?

(a) Yes

(b) No

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 Questionnaire

1) Full name:__________________
I. Age:
A. 18-25
B. 26-35
C. 36-45
D. Above 46

II. Gender:
A. Male
B. Female

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2) Do you think sales promotion helps to create awareness amongst customer?
(c) Yes
(d) No

Series 1

100

80

60
95 Series 1

40

20
5
0
yes no

Interpretation:

From the above data collection it determines that 95% people are say yes sales
promotion is help a create awareness among customer and 5% people are say no.

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3) Did you have any Bajaj bike?
(a)Yes
(b)No

Sales

33

67 yes
no

Interpretation:

From the above data collection it determines that 67% people have Bajaj bike and
33% people not have a Bajaj bike.

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4) Why do you like Bajaj bikes?
(e) Style
(f) Product variety
(g) Quality
(h) Mileage

Sales

10
15
style
55
20 product varity
quality
mileage

Interpretation:

From the above data collection it determine that 55% people like a Bajaj bike
because of their mileage, 20% people like a Bajaj bike because of their quality,

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15% like a Bajaj bike because of their product variety or 10% like a Bajaj bike
because of their style.

5) Demonstration technique is helping to aware the consumer about the product?

(a) Yes
(b) no

Sales

20

yes
80
no

Interpretation:

From the above data collection it determine that 80% people are aware if the
company use a demonstration technique and 20% people are say no.

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6) What is your monthly income?

(a) 7000 to 15000

(b) 16000to 20000

(c) 21000 to 25000

(d)Above 26000

Sales

12
18 45 10000 to 15000
16000 to 20000
25
21000 to 25000
above 26000

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Interpretation:

From the above data collection it determine that 45% people have income
between 10000 to 15000, 25% people have 16000 to20000 or 18% people have
21000 to 25000 ,12% people have above 26000 income.

7) According to your income which type of Bajaj motorcycle you like to purchase?
(f) Bajaj CT 100 34547
(g) Bajaj platina 110 53050
(h) Bajaj V12 62517
(i) Bajaj discover 110 56035
(j) Bajaj pulsar

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 Sales

10
25 Bajaj ct 100
15
Bajaj platina 110
20
30 Bajaj V12
Bajaj discover 110
Bajaj pulsar

Interpretation:

From the above data collection it determine that 30% people are purchase Bajaj
platina110,20% people are purchase Bajaj V12, 25% people are purchase Bajaj ct
100,15% people are purchase Bajaj discover 110, 10% people are purchase Bajaj
pulsar.

8) Which sales promotion activities most important for company to increase sales.
(e) Customer promotion
(f) Dealer promotion
(g) Force promotion
(h) All are equally important

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 Sales

25
40
customer promotion
dealer promotion
25
10
force promotion
all are equal

Interpretation:

From the above data collection it determine that 25% people choose a customer
promotion and same 25% are interested in dealer promotion, when 10% people
are choose a force promotion, when 40% people is say every promotional
activity are equally important.

9) Which type of sale promotion activities is affected in rural area?

(g) Personal selling
(h) Fairs & exhibition

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 (i) Village haats
(j) Financing at low interest
(k) Psychological pricing
(l) Exchange premium

Sales

12 17 personal selling
15 fairs & exhibition
19
16 village haats
21 financin at low intrest
psychological pricing
exchange premium

Interpretation:

From the above data collection it determine that 21% people are go with village
haats, 19%peple go with fair & exhibition, when 17%pepole go with personal
selling, 16% people are interested in financing at low interest, 15%psychological
pricing, 12% go with exchange premium.

10) Which type of sale promotion activities is affected in urban area?

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 (f) Campaign
(g) Street campaigns
(h) Street art
(i) Shopping bags
(j) Malls & showroom

Sales

30 23
campaign

22 street capaingns
12
street art
25
shooping bags
Malls & showroom

Interpretation:

From the above data collection it determine that 30% people are go to malls &
show room, 25% go with street art, when 23% are go to camping, 22% are go
with street

11) Sales promotion helps to increase sales of the bike?

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 (a) Strong agree
(b) Agree
(c) Neutral
(d) Disagree
(e) Strongly disagree

Sales

10
25
15 strongly agree
agree
30 25
neutral
disagree
strongly disagree

Interpretation:

From the above data collection it determine that 25% are strongly agree , 25% are
agree , 30 are natural , 15%are disagree and 10 %are strongly disagree with
rajeshree Bajaj sales technique .

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12) Which sales promotion scheme of Rajeshree Bajaj is preferred more by the customer?
(a) Purchase display
(b) Direct mail promotion
(c) Premium
(d) Discount

Sales

20
40
10 purchase display
direct mail promtion
30
premium
discount

Interpretation

From the above data collection it determine that 40 %people are interested in
discount scheme, 30 % people are interested in premium scheme, 10% people are
interested in direct mail promotion scheme and 20 %people are interested in
purchase display.

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13) What do you think sales promotion technique use by Rajeshree Bajaj helps for easy to
sales bike?
(f) Strong agree
(g) Agree
(h) Neutral
(i) Disagree
(j) Strongly disagree

Sales

10
15 30 strongly agree
agree
20
25 neutral
disagree
strongly disagree

Interpretation

From the above data collection it determine that 30% are strongly agree , 25% are
agree , 20% are natural , 15 %are disagree and 10 %are strongly disagree with
rajeshree Bajaj sales technique .

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14) Please give the rating to the following sales promotion techniques used by Rajeshree
Bajaj Company for the customer.
(f) Bonus
(g) Free display material
(h) Discount
(i) Gifts
(j) Seminar

Series 1
40
30

20
30 Series 1
10 20 24
16
10
0
bonus free display discount gifts seminar
matrial

Bonus 3
Free display material 4
Discount 2
gifts 1
seminar 5

Interpretation

From the above data collection it determine that people are given 1rank gifts,2nd
rank discount,3rd rank bonus,4th rank free display material and 5th rank seminar.
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15) Are satisfied with Bajaj motorcycle discount policy?
(f) Highly satisfied
(g) Satisfied
(h) Neutral
(i) Dissatisfied
(j) Highly dissatisfied

Sales

5
20 highly satisfied
40
satisfied

35 neutral
dissatisfied
highly dissatisfied

Interpretation

From the above data collection it determine that 40% are highly satisfied ,35
%are satisfied ,20%are neutral and 5 %are dissatisfied with Bajaj company’s
discount policy.

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16) Do you think about the sales promotion activities doing by Rajeshree Bajaj attracts
you toward the company?
(c) Yes
(d) No

Sales

20

yes
80
no

Interpretation

From the above data collection it determine that 80% people are attract with
rajeshree Bajaj sales promotion schemes or 20% are not attract.

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17) Do you think sales promotion helps to retain customer?
(c) Favour
(d) Against

Sales

10

against
90
favour

Interpretation

From the above data collection it determine that 90% people are favour in retain
sales promotion.

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18) Opinion about sales promotion schemes used by Rajeshree Bajaj for its customer?
(f) Excellent
(g) Very good
(h) Good
(i) Average
(j) Poor

Sales

10
15 30
excellent
very good
25 20 good
average
poor

Interpretation

From the above data collection it determine that 30% people are given excellent,
25% are given good, 20% are given very good, 15% people are given average
and 10% people are given poor opinion for the sales promotion scheme.

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19) Does 0% interest on insurance on Bajaj motorcycle increase sales of company?
(a)Yes
(b) No

Sales

yes
95 no

Interpretation

From the above data collection it determine that 95% people is interest in the
0% interest scheme given by the company and 5% people are not interested in
this.

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20) Do you like to purchase again Bajaj motorcycle?

(a) Yes

(b) No

Sales

yes
95 no

Interpretation:

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From the above data collection we can determine that 95% people are again purchase Bajaj
bikes and 5% people not purchase again this bike.

Bajaj company SWOT analysis is as under,

 Strength
1. Highly experience management.
2. Extensive R&D focus.
3. High performance products across all categories.
4. Number one position in exports.
5. High economies of scale and scope.
 Weakness
1. Strong cash base but hasn’t been invested efficiently.
2. Not a strong international brand despite high export volumes.
3. Distribution network is not as strong and extensive as other.
 Opportunities
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 1. Rising disposable income.
2. Increase first time in motorbike buyers.
3. Decline in interest rate for two wheeler financing
4. Shift from entry level motorcycle to performance oriented bikes.
5. Inadequate public transportation infrastructure.
6. Low operating cost.
 Threats
1. Limitation of designs and technological
2. Innovations by competitors is easy
3. Foreign players coming in India, especially
4. Low cost Chinese motorbikes manufacturers
5. Declining margins due to increasing
6. Competition

FUTURE PLAN

 Bajaj to launch new products under urbanite sub-brand.

 Bajaj has moved away from manufacturing scooters.
 Bajaj owned KTM has an electric motorcycle program with the free ride E

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 SUGGESTION

1. Bajaj all product is consumer oriented but they should improve their after sales
services.
2. For more service they have to opened more service sector in city.
3. Company should establish finishing plants in other parts of country to reduce the
product delivery time.
4. Bajaj should think about fuel efficiency in case of upper segment bikes.
5. They also introduce some good finance/ discount schemes for student.
6. Bajaj have to attract women customer and for this give a some police to attract a
women.
7. They have to increase in dealer commission, give a family tour offer, coupon etc.
8. Give customer more sales promotion scheme.

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 CONCLUSION

1. Bajaj is purchased more by daily users who needs average of bikes than looks.
2. Bajaj is considered to be most fuel-efficient bike on Indian roads.
3. Service & spare parts are available throughout India in local markets also.
4. While buying a motorcycle, economy is the main consideration in from of
maintenance cost, fuel efficiency.
5. Most of flame, pulsar is purchased by young generation 18 to 30 years because
they prefer stylish looks and rest of the models of Bajaj.

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 BIBLIOGRAPHY

A list of the written sources of information on a subject. Bibliography generally appears as a

list end book or article. They may show what that a reader might find useful.
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 1. Marketing management
Author: Reeta Mathur
Published by wide vision
2. Marketing management
Author: Dr. K. Karunakar
Published by Mrs. Meena pandey

WEBLIOGRAPHY

A list of electronic document, websites, or other resources available on the

world wide, especially those relating to a particular subject.

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 www.wikipedia.com

www.bajajauto.com

http://www.essays.se/about/literature+reviw+ofsales+promotion

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THANK YOU..........

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