A STUDY ON SALES PROMOTIONSt.marys Integrarted Campus Page 1A STUDY ON SALES PROMOTIONSt.marys Integrarted Campus Page 2A STUDY ON SALES PROMOTIONINTRODUCTIONSALES PROMOTION Broadly speaking promotion means to push forward or to advancean idea in such a way to gain its acceptance and approval.Promotion isany communicative activity whose main object is to move forwards theproduct, service or idea in a channel of distribution. It is an effort by the marketer to inform and persuade buyers toaccept,resell,recommend and usethearticle,service orideawhichisbeing promoted. Promotion is a formof communication with anadditional element of persuasion. The promotional activity alwaysattempts to affect knowledge, attitudes preferences and behaviours of therecipients i.e. buyers.The element of persuasion to accept ideas, product,services, etc is the heart of promotion. In any exchange activity, communication is absolutely necessary.oumayhave thebestproduct,package andso on.Itmay havefairprice.But people will not buy your product, if they have never heard ofit, and they are simply unaware of its existence.St.marys Integrarted Campus Page 3A STUDY ON SALES PROMOTION

Themarketermust communicate to hisprospective buyerandprovideade!uateinformationinapersuasivelanguage. Peoplemustknow that the right product is available at the right place and at the rightprice" this is the job of promotion in marketingSTATEMENT OF THE PROBLEMThe research problem selected for the analysis entitled #sales promotion$by Bajaj %ompany at &ardha enterprise Bangalore. This topic is selectedbecause Bajaj 'iscover is one of the largest selling two wheeler in Indiaand to know the strength and weakness of this two wheeler.SCOPE OF STUDYThe area of is limited to the segment selected within the town of(yderabad, Telengana. )urther scope is narrowed down only to the studyof the identified segments.OBJECTIVES OF THE STUDY Tomeasure howthe customer preserves company performanceagainst men re!uirements comparing that of competitors. To study consumer preference with respect to sales promotion To understand the effectiveness of sales promotion To make the necessary product, services or organi*ational changes toachieve the ideal level of service.St.marys Integrarted Campus Page 4A STUDY ON SALES PROMOTION To make necessary suggestions based on thefindings.METHODOLOGY OFTHE STUDYTYPE OF RESEARCHThe present study is diagnostic descriptive type of research, which focuson sales promotion by Bajaj +uto ltdTOOLS OF DATA COLLECTIONTheinformationrelevant for thestudyisdrawnfromsecondarydatawhich alone is not sufficient primary data is collected through to conductthe study successfully.METHODS OF DATA COLLECTIONPrimary dataThe primarydata usedfor the purpose of preparing !uestioner anddistributing it to the customers of the Bajaj 'iscover..Sec!dary data,econdary data was collected by the following means- .efers of newspaperSt.marys Integrarted Campus Page 5A STUDY ON SALES PROMOTION /aga*ines 0ebsite &arious types of advertisementsLIMITATIONS OF THE STUDY The research does not cover the whole market of Telengana The bias of the respondents may pose as a limitation of the study. The sample si*e was confined to hundred respondents keeping inview time and cost constraints. Thesurveywasconductedonlyinurbansectorsrespondents.Thus it cannot be generali*ed. 'ue to constraints in depth research work could not be carriedout.St.marys Integrarted Campus Page 6A STUDY ON SALES PROMOTIONSt.marys Integrarted Campus Page 7A STUDY ON SALES PROMOTIONREVIE" OF LITERATURE"#at i$ Prmti!%Promotionisaprocessofmarketingcommunicationinvolvinginformation, persuasionandinfluence. Promotionhas three specificpurposes. It communicatesmarketinginformationtoconsumer, usersand resellers. Promotion persuades and convinces the buyer and enters intoconsumer behaviour. Promotional efforts act as a powerful tool ofcompetition providing the cutting edge of its entire marketingprogramme./arketershaveadoptedacommunicationviewof their firm1spromotional activities..eceiver is now regarded as an active participant intheprocess of communication. +ll marketingcommunications must beplanned as part of the total system, not as independent pieces. Thecommunication or promotion mixes four ingredients are- +dvertising Publicity Personal selling +ll forms of sales promotionPLANNING PROMOTIONS TO BENEFIT THE CONSUMER&St.marys Integrarted Campus Page 8A STUDY ON SALES PROMOTION Promotions, which deliver value, will go a longway in building customer franchise" marketers must work out differentpromotionstoattractvariouskindsofcustomers. /akeuseoflossofmorefor less toattract thepromisecouldbuyer whoswitchbrandsfre!uently, here the opportunity of getting a bargain will prove to be asource of value for the customer. .eward the regular buyers with a lower price during certainmonths of the year" here the marketer must make effort to convey thatthere few promotion offers are exclusively meant for their regular buyersonly. 2ffer lesser prices and communicate a feeling of protecting themagainst inflation, this gesture will ensure that the consumers willremember the value of getting the same for a lower price especially whenthe value of money is corded by rising prices . 0henprospectiveconsumersarepostponingtheirpurchasedecision especially seen in the core of consumer durables promotions intheformof discounts, freebies etc. couldmotivatethemtotakethedecisions more !uickly.O'(ecti)e$ * Sa+e$ Prmti!St.marys Integrarted Campus Page 9A STUDY ON SALES PROMOTIONou have learnt that the main objective of salespromotion is to increase sales. (owever, there are also some otherobjectives of sales promotion. The objectives are-i. To introduce new productsii. To attract new customers and retain the existing onesiii. To maintain sales of seasonal productsiv. To meet the challenge of competition3et us learn about these objectives in details.4i5Ti!trd,ce !e-.rd,ct$-(ave you ever heard aboutdistributionoffreesamples6Perhapsyouknowthat manycompaniesdistribute free samples while introducing new products. The consumersafterusingthesefreesamplesmaydevelopatasteforit andbuytheproducts later for consumption./ii0 T attract !e- c,$tmer$ a!d retai! t#e e1i$ti!2 !e$-,ales promotion measures help to attract or create new customers for theproducts. 0hile moving in the market, customers are generally attractedtowards the product that offers discount, gift, pri*e, etc on buying. Theseare some of the tools used to encourage the customers to buy the goods.Thus, it helps to retain the existing customers, and at the same time it alsoattracts some new customers to buy the product.St.marys Integrarted Campus Page 10A STUDY ON SALES PROMOTION4iii0 Tmai!tai!$a+e$ * $ea$!a+ .rd,ct$-Therearesomeproductslikeair conditioner, fan, refrigerator, cooler,winter clothes, room heater, sunscreen lotion, glycerine soap etc., whichare used only in particular seasons. Tomaintainthesaleofthesetypesof productsnormallythemanufacturers and dealers give off7season discount. )or example, you canbuyair conditioner inwinter at areducedprice. ,imilarlyyoumaygetdiscount on winter clothes during summer.4iv0 T meet t#e c#a++e!2e * cm.etiti!& Today1s business facescompetition all the time. 8ew products fre!uently come to the market and atthe same time improvement also takes place. ,o sales promotion measureshave become essential to retain the market share of the seller or producer inthe product7market T+$ * Sa+e$ Prmti!Toincreasethesaleofanyproduct manufacturesorproducersadoptdifferent measures like sample, gift, bonus, and many more. These areknownastoolsortechni!uesormethodsofsalespromotion. 3et usknow more about some of the commonly used tools of sales promotion./i0 Free $am.+e$&ou might have received free samples of shampoo,washingpowder, coffeepowder, etc. whilepurchasingvarious itemsfrom the market. ,ometimes these free samples are also distributed bythe shopkeeper even without purchasing any item from his shop. Theseare distributed to attract consumers to try out a new product and therebySt.marys Integrarted Campus Page 11A STUDY ON SALES PROMOTIONcreate new customers. ,ome businessmen distributesamples among selected persons in order to popularie t!e produ"t. #or e$ample% in t!e"ase o& medi"ine &ree samples are distri'uted amongp!ysi"ians% int!e "ase o& te$t'oo(s% spe"imen "opies aredistri'uted among tea"!ers.4ii0 Premi,m r B!,$ **er& + milk shaker along with 8escafe, mugwith Bourn vita, toothbrush with 9:: grams of toothpaste, ;:< extra ina pack of one kg. are the examples of premium or bonus given free withthe purchase of a product. They are effective in inducing consumers tobuy a particular product. This is also useful for encouraging andrewarding existing customers./iii0 E1c#a!2e$c#eme$& It refers toofferingexchange of oldproduct for a new product at a price less than the original price of theproduct.Thisis useful fordrawing attentiontoproductimprovement.=Bring your old mixer7cum7juicer and exchange it for a new one just bypaying.s.9::1 or =exchangeyour blackandwhitetelevisionwithacolour television1 are various popular examples of exchange scheme./i)0 Price3** **er& >nder this offer, products are sold at a pricelower than the original price1s. ? off on purchase of a lifebuoy soap, .s.@9 off on a pack of ?9: grams ofTaj /ahal tea, .s. @::: off on cooler1etc. are some of the common schemes.This type of scheme is designedSt.marys Integrarted Campus Page 12A STUDY ON SALES PROMOTIONtoboost upsales inoff7seasonandsometimes whileintroducing a new product in the market./)0 C,.!$& ,ometimes, coupons are issued by manufacturers eitherinthe packet of aproduct or through anadvertisementprintedinthenewspaper or maga*ine or through mail. These coupons can bepresentedtotheretailerwhilebuyingtheproduct. Theholderofthecoupongetstheproduct at adiscount. )orexample, youmight havecome across coupons like, =show this and get .s. @9 off on purchase of 9kg. of +nnapurna +tta1. The reduced price under this scheme attracts theattention of the prospective customers towards new or improvedproducts.St.marys Integrarted Campus Page 13A STUDY ON SALES PROMOTIONHISTORY OF INDIAN TWOWHEELERINDUSTRY India is the second largest manufacturer and producer of two Awheelers in the world. It stands next only to Bapan and %hina in terms ofthe numbers of two7wheelers produced and domestic sales respectively.Thisdistinctionwasachievedduetovarietyofreasonslikerestrictivepolicy followed by the Covernment of India towards the passenger carindustry, rising demand for personal transport. Inefficiency in the publictransportation system etc"The Indian two wheeler industry made a small beginning in theearly 9:s when automobile products of India 4+PI5 started manufacturingscooters inthe country. >ntil @D9E, +PI andFnfieldwere the soleproducers.St.marys Integrarted Campus Page 14A STUDY ON SALES PROMOTION In@DGE.Bajaj +utobegan trading inimported &espa scooters andthree Awheelers.)inally, in @DH:, it setup a shop to manufacture them intechnical collaboration with Piaggio of Italy. In the initial stages the scooter segment was dominated by +PI- it waslater overtaken by Bajaj +uto. +lthough various government and privateenterprisesenteredthefrayforscooters, theonlynewplayerthat haslasted till today is 3/3.The motorcycles segment was no different, with only threemanufactures vi* Fnfield,Ideal Bawaand escorts.0hile Fnfield bulletwas a four Astroke bike, Bawa and the .ajdoot were two7stroke bikes. Themotorcycle segment was initially dominated by Fnfield ;9: cc bikes andFscorts @I9 cc bike. The two Awheeler market was opened to foreign competition in themid7E:s. +nd the then market leaders7Fscorts and Fnfield7 were caughtunaware by the onslaught of the @::cc bikes of the four Indo ABapanesejoint ventures. 0iththeavailabilityoffuel efficient lowpowerbikes,demand swelled, resulting in (ero (onda then the only producer of fourstroke bikes 4@::cc category5, gaining a top slot. ThefirstBapanese motorcycleswereintroduced in theearlyeighties. T&, ,u*uki and (ero (onda brought in the first two7stroke andfour7stroke engine motorcycles respectively. These two players initiallystarted with assembly of %J' kits, and later on progressed to indigenousmanufacturing. In the D:s the major growth for motorcycle segment wasbrought in by Bapanese motorcycled, which grew at a rate of nearly ?9 %+3 >%' ;?/aximum Power ?@.:G R E9:: rpm/aximum Tor!ue @D.@? 8m R I::: rpmBore x ,troke 4mm5 HI x H?.G%ompression .atio D.9 - @,taring FlectricTransmission:%lutch 0et /ultiplate8o. 2f Cears 9Cear ,hift Pattern- @7down, G7upChassis:Type 'ouble %radle 'ownTubeDimensions:0heelbase 4mm5 @;9:(eight 4mm5 @@H93ength 4mm5 ?:;90idth 4mm5 I9:Cround %learance 4mm5 @H9,addle (eight 4mm5 ID9St.marys Integrarted Campus Page 37A STUDY ON SALES PROMOTIONJerb 0eight 4Jgs5 @9:Suspension:)ront Telescopic, @;: mmstroke.ear 8itrox, with D:mm travelBrakes:)ront 'isc ?H: mm 'isc.ear 'isc ?;: mm 'rumTyres:)ront D:OD: x @I A Tubeless.ear @?:OE: x @I A TubelessElectricals:Battery @?&, D +h, )ull '%(ead 3amp A 3ow Projector 3amp, 990(ead 3amp A (igh Fllipsoidal 3amp, 990Tail O ,top 3amp 3F' TypeSt.marys Integrarted Campus Page 38A STUDY ON SALES PROMOTIONUPCOMING MODELS OF BAJAJ PULSARBAJAJ PULSAR >:: DTS IIt1s unlike any motorcycle you1ve ever seen before. ,leek yet powerful,the new P>3,+. ?:: comes loaded with lots offeatures- , stylish fueltank, classy panel .The easy riding and fine handling makes the new P>3,+. ?:: I, theultimateinpleasurecommuting. 0ithspacious seating, longstroke7front and rear suspension and powerful brakes, it makes riding on bothcity streets and highways more enjoyable than ever. This model aims oncatching the attraction of theyoung generation . 'ual disc brakesSt.marys Integrarted Campus Page 39A STUDY ON SALES PROMOTION Powerful ??: cc engine )uel injection technologySt.marys Integrarted Campus Page 40A STUDY ON SALES PROMOTIONTa'+e N7 8&3Ta'+e $#-i!2 t#e .erce!ta2e * a2e Gr,. * Re$.!de!tAGE GROUP NO7OFRESPONDENTSPRECENTAGE3ess than @E :E @H