promotion of ifb’s products among customers
TRANSCRIPT
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A
Project Report On
Promotion of IFBs products among customers or businessdevelopment
With Special Reference to Khurda District
Under The Guidance Of
Prof. Anindra Haldar
Submitted To
Mr. Jitendra pandey
(Branch Manager-Bhubaneswar)
IFB Industries limited
In Partial Fulfilment Of
Post Graduate Program in Business Management
(2009-2011)
Submitted By
Mr. Satish Kumar Keshri
Praxis Business School
Bakrahat Road, Rasapunja, Kolkata
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Student Declaration
I hereby declare that this project report titled Promotion of IFBs products
among customers or business development is executed as per the
course requirement for the post graduate program in management. I
have not been submitted by me or any other person to any other university or
institution for degree or diploma. Its my own work.
Place: Bhubaneswar
Date:
Satish Kumar Keshri
PGPBM
(2009-2011)
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ACKNOWLEDGEMENT
In this project I have made an honest attempt to make the research
material as authentic as it could. And I earnestly hope that it
provides useful and workable information and knowledge to any person
reading it.
During this small time frame of two months in which the project
reached its completion, there were a few people whom I would l ike to
make a mention of and without whose help the project would have never
been successfully completed.
I also thank to my internal guide Prof. Anindra Haldar for his teaching
sessions, which helped in giving the project the initial direction it needed.
I would like to thank my external guide Mr. Jitendra Pandey & Mr.Rajesh
Kumar who gave me a free hand as far as going about the project work was
concerned.
I dedicate this project to the customers and employee of IFB industries
limited at Bhubaneswar for their full faith & cooperation.
Satish Kumar Keshri
PGPBM
2009-2011
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Preface
We were given a marketing research project for IFB industries limited. During
the course of time, we had to go through the Promotion of IFBs products
among customers or business development
It was a firsthand experience to get exposed to the professional set-up andface the market, which was really a great experience.
Working with IFB Industries Limited, has been a pleasure.
I take this opportunity to present the project report and sincerely hope that it
will be as much knowledge enhancing to the readers as it was to us e during the
fieldwork and the compilation of the report.
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Sr. No. Contents
1. Introduction
2. Industry overview
3. Industry Size, Growth, Trends
4. Company overview
5. Research Methodology
6. Research design
7. Scope of study
8. Questionnaire
9. Visited Hotels, Hospitals, Restaurants & Educational institute.
10. Recommendation
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INTRODUCTION
Home Appliances are that without which a modern home is considered
incomplete, we have become so used to some of the home appliances that it
seems difficult to live without them. Indeed, they have made our life more
comfortable and easier than ever, In metro cities and big towns, such
household appliances are regarded as a boon, as they are instrumental in
cutting down the time involved in most of the domestic chores. This is really a
great help since people often find it difficult to keep a balance between
professional obligation and household needs.
There are many Home Appliance companies in India like Videocon, Voltas,
Godrej, Bluestar, Kenstar etc. Apart from them there are various international
companies also that deal in domestic appliances. Some of these home
appliances manufacturers are Samsung, LG, IFB, Whirlpool, Kenmore etc. Withthe arrival of international brands in Indian market, the competition among
rival companies have become stiff, which results in further improvement in
qualities and depreciation in prices of most of the home appliances in India.
Since, a majority of products are electrically operated; the focus is on such
household appliances that are efficient in power consumption.
Before the liberalization of the Indian economy, only a few companies like
Kelvinator, Godrej, Alwyn, and Voltas were the major players in t he
consumer durables market, accounting for no less than 90% of the market.Then, after the liberalization, foreign players like LG, Sony, Samsung,
Whirlpool, Daewoo, and Aiwa came into the picture.
Today, these players control the major share of the consumer durables m arket.
Consumer durables market is expected to grow at 10-15% in 2007-2008. It is
growing very fast because of rise in living standards, easy access to consumer
finance, and wide range of choice, as many foreign players were entering in
the market with the increase in income levels, easy availability of finance,
increase in consumer awareness, and introduction of new models, the demand
for consumer durables has increased significantly. Products like washing
machines, air conditioners, microwave ovens, (C-TV) were no longer
considered luxury items. However, there were still very few players in
categories like vacuum cleaners, and dishwashers Consumer durables sector is
characterized by the emergence of MNCs, exchange offers, discounts,
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and intense competition. The market share of MNCs in consumer durables
sector is 65%.
Most of the leading home appliances manufacturers and compa nies have set
up their exclusive retail outlets in important towns and cities of the country.Besides, there are local home appliances suppliers, manufacturers, wholesalers
and retailers spread throughout India. Apart from that Home Appliances stores
and shops are located in every locality, which let you compare products of
different companies before buying and also let you buy all kinds of home
appliance products at one place. Some manufacturers also offer after sale
service, and if needed, repair the dama ged parts of your electronic products.
India being the second largest growing economy with huge consumer class has
resulted in consumer durables as the fastest growing industries in India. LG,SAMSUNG the two Korean companies have been maintaining the lead in the
market with LG being leader in almost all the categories.
The rural market is growing faster than the urban market, although the
penetration level is much lower .The CTV segment is expected to the large st
contributing segment to the overall growth of the industry. The rising income
levels double-income families and consumer awareness were the main
growth drivers of the industries.
Data at the Electronics Marketer Club (EMC) show that the turnover of
electrical and electronic products on the local market in 2009 reached Rp 20.09
trillion, an 11 percent increase from the Rp 18.1 trillion in 2008.
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IndustryOverview
The Consumer Durables industry consists of durable goods and appliances for
domestic use such as televisions, refrigerators, air conditioners and washing
machines.
Instruments such as cell phones and kitchen appliances like microwave ovenswere also included in this category.
The washing machine market can be divided into three categories: twin tub
(semi-automatic), automatic top loader and automatic front loader. The twin
tub still dominates the market with a 72 percent market share, followed by the
top loader with 21 percent and the front loader with 7 percent.
The sector has been witnessing significant growth in recent years, helped by
several drivers such as the emerging retail boom, real estate and housingdemand, greater disposable income and an overall increase in the level of
affluence of a significant section of the population.
The industry is represented by major international and local players such as
BPL, Videocon, Voltas, Blue Star, MIRC Electronics, Titan, Whirlpool, etc.
The consumer durables industry can be broadly classified into two segments:
Consumer Electronics and Consumer Appliances. Consumer Appliances can be
further categorized into Brown Goods and White Goods. The key product linesunder each segment were as follows.
Industry Size, Growth, Trends
The consumer durables market in India was estimated to be around US$ 5
billion in 2007-08.
More than 7 million units of consumer durable appliances have been sold in
the year 2006-07 with colour televisions (CTV) forming the bulk of the sales
with 30 per cent share of volumes.
CTV, refrigerators and Air-conditioners together constitute more than 60 per
cent of the sales in terms of the number of units sold.
In the refrigerators market, the frost-free category has grown by 8.3 per cent
while direct cool segment has grown by 9 per cent.
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Company Overview
IFB Industries, originally known as Indian Fine Blanks, started its operations in
India during 1974 in collaboration with Switzerlands Hienrich Schmid AG.
IFB Industries Ltd is a home appliances company in India.
They are a high end brand associated with quality and robustness of product
coupled with a service network that is one of Indias largest we reach an
estimated 1000 plus towns across India.
IFB India Ltd. aims at providing superior quality engineering Products to
enhance the daily living standards providing innovation and technology parallel
to Global standards. Established in 1974 in Kolkata, IFB has become a name
synonymous to quality Home Appliances. The IFB Group Of Companiesincludes:
IFB Industries situated at Kolkata and Bangalore
IFB Automotive Pvt. Ltd. situated at Bangalore, Chennai and New Delhi
IFB Home Appliances at Goa
Autoliv IFB India Pvt. Ltd. at Bangalore
IFB Automotive R & D Centre, Bangalore IFB Agro Industries, Kolkata
y IFB Industries Limited is the pioneer of front loader washing machines in
India.
y It provides customer with life long after sales services (approx 15-20
years) which none other company does.
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IFB is increasing in its popularity in Washing Machines primarily, with many
different models catering to the different requirements of the Customers.
Some of the popular IFB Washing Machines available in the market are:
Digital series
Senator series
Elite series
Elena series
Executive plus
Senorita plus
Diva cold
A unique IFB enterprise, deservingly a first-of-its-kind Service In India is IFB
Launderette. Started in Bangalore in 2002, IFB Launderette provides entire
laundry services under a single roof. They provide quality laundry and ironing
services with hygienic washing system and home pickup and delivery. IFBLaunderette prides to have expanded its horizons to Kolkata, Mumbai,
Hyderabad and Nasik.
The engineering divisions of the company are located at Ko lkata and
Bangalore.
The Bangalore unit, apart from fine blanked components, manufactures
motors for white goods as well as automotive applications.
It also has an ultra modern plant under subsidiary European Fine Blanking at
Wrexham, Wales, UK.
It had recently acquired a microwave oven plant at Bhopal, which is being
upgraded for increased production of better microwave ovens and plans to
start a new line in dish-washers.
The Bangalore and Kolkata works are ISO 9001 and QS 9000 certified by TUV
SDI. The Bangalore unit has been certified for TS 16949 by TUV SDI.
The launch of fully automatic washing machines in 1990, jointly with Bosch,
Germany, marked IFB's entry into the white goods sector.
IFB is the premier Fine Blanker in India having Fine Blanking Presses, with
capacities ranging from 90T to 800T.
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The company has excellent facilities for tool design and tool making enabling it
to meet up the expectations of all the automobile manufacturers in the
country as well as some overseas customers, by supplying high quality fine
blanking components on schedule.
Its philosophy is to deliver the parts in fully finished conditions at the
customers' delivery point.
Its mission is to be an enabler to the customer in design of the components
during initial stage of product development
Besides it also has highly skilled and experienced tool designers designing fine
blanking parts and tools to international standards.
The companys international business division has become a recognized Export
House dealing in not only IFB's own products but also third-party exports.
The companys customers include Maruti Udyog, Ford India, Fiat India, Toyota
Kirloskar Motors, Lucas TVS, Brakes India, Autoliv India, Rane TRW, IFB
Automotive, Germanys Takata Petri, BorgWarner, Avtec and Bosch chasis.
Subsidiaries
IFB, in collaboration with Germanys RHW and Swedens Electrolux, has two
joint venture subsidiaries -- RHW India and RHW Autoliv India -- to
manufacture automotive seat recliners or seating systems and safety
equipments.
Latest Development
The Committee of Directors of IFB Industries had recently allotted 68,00,000
equity shares of Rs 10 (at par) to IFB Automotive, a promoter group company.
The promoters brought in above fund in line with the direction of Board for
Industrial and Financial Reconstruction (BIFR) in the sanctioned scheme.
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Management
Name Designation
Bikramjit Nag Joint Executive Chairman & Managing Director
Bijon Nag Executive Chairman
Somen Bal Director
Goutam Ray Chowdhury Company Secretary
Dipak Mitra Executive Director
Registered Address
14 Taratolla Road,Kolkata 700088
Tel. : 033-30489299 , 30489218 , 39849402
Fax : 033-24014579 , 3048923 24427779
Email : [email protected]
Website : www.ifbindustries.com
Fin n i ls of th co p n
Price mo ement:-
Performance chart:-
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The IFB brand off ers fully automatic washing machines Microwaves oven,
Domestic and Industrial dishwashers, and clothes dryers ¡ They have also
recently launched fully built up modular kitchens and kitchen e¢
uipments ¡
The IFB front loading design is based on German principles for both
aesthetics as well as mechanical and electronic configuration.
IFB holds 66 £ market share in the fully automatic Front- ¤ oading washing
machine. In Microwave, we are the third largest player after LG and Samsung.
In the segments of domestic dishwashers and clothes dryers, we are monopoly
players with market shares in e ¥ cess of 95 £ .
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Research Methodology
Research methodology is considered as the nerve of the project. Without a
proper well-organized research plan, it is impossible to complete the
project and reach to any conclusion. The project was based on the survey
plan. The main objective of survey was to collect appropriate data, which work
as a base for drawing conclusion and getting result.
Research design
Research design is important primarily because of the increased complexity in
the market as well as marketing approaches available to the researchers.
A research design specifies the methods and procedures for conducting a
particular study.
According to Kerlinger, Research Design is a plan, concept ual structure, and
strategy of investigation conceived as to obtain answers to research
questions and to control variance.
Data Collection:
This report was prepared after collecting data from the market (Educational
institute, Hotels, restaurants & Hospitals).
Sample Size:
100 places
Research Area:
Bhubaneswar
Scope of the study
This project gives us great exposure to the consumer durable market because
it includes product knowledge and field survey job in which we visited the
hotels, hospitals & educational institute
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Questionnaire
KNOW YOUR CUSTOMER
1. NAME OF THE COMPANY ________________________________________
2. PLACE _________________________________
3. ADDRESS
____________________________________________________________________
4. FAX NO. ____________________________
5. EMAIL ID _________________________________
6. TELEPHONE NO. ____________________________
7. COMPANY FOUNDED ON (YEAR) ____________________
8. CUSTOMERS BUSINESS _____________________________________
9. ANNUAL TURNOVER IN RS LACS ______________________________
10. TOTAL NET PROFIT (LAST FY) ________________________
11. THIS COMPANY PART OF ANY BIG GROUP ________________________
12. HOW MANY UNITS THIS GROUP HAS ______________________________________
13. LOCATIONS OF THESE UNITS
____________________________________________________
14. NAME OF THE CHAIRMAN, OWNER, MD
___________________________________________
15. IS THE COMPANY PRIVATE LIMITED, PUBLIC LIMITED, PARTNERSHIP
_____________________
16. NUMBER OF EMPLOYEES (THIS UNIT) _______________________________________ _
17. TOTAL NUMBER OF EMPLOYEES ____________________________________________
18. UNIFORM PROVIDED _____________________________________________________
19. UNIFORM WASHED BY ____________________________________________________
20. DOES IT HAVE A CANTEEN _________________________________________________
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21. CURRENT WASHING OPERATION _______________ _____________________________
22. TYPE OF CUTLERY/ CROCKERY USED__________________________________________
23. WATER PRESSURE/HARDNESS _______________________________________________
24. EXPENSES INCURRED ON
WASHING__________________________________________ _
25. DECISION MAKER ______________________________________
26. LOCATION WHERE HIS OFFICE IS
__________________________________
27. HOW DID YOU FIND THIS AS A POTENTIAL
CUSTOMER ________________________________
28. ANY LIMIT ON MAXIMUM AMOUNT OF PURCHASE
ORDER ____________________________
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Commercial Washing SystemsCustomer Data Collection
Name of the Person: _____________________________________
Name and Address of the Organization: _________________________________
Date of Visit: ___________________
1. No. of Covers/persons served per day: peak hours / Non Peak ___________
2. MajorWash Load: Steel Plates / Glass wares / Both (Please Tick)
3. No. of people employed for washing glasses and dishes __________
4. Cost of Electricity per unit: ____________
5. Cost of Detergent consumed per month: _________
6. Water used per day in Litres: ____________
7. Type of water used forWashing: Hot / Cold / Hard water
8. Manual Washing done in _______ hrs.
9. Space availability.(approx) ____________
Please note**
Type of Dishware- Drinking Glass / Glass or bone china ware etc. / Steel
Nomenclature- Write the name given to the dishware example kawa cup, sauce bowl etc.
Shape- Draw the approx shape of the vessel
Dimensions- Dimensions for plates should be in Inches and for drinking glasses, bowl, Katories etc. it should be in cm.
Cost- Cost per pc of the dishware is require
Please fill the below mentioned table as per the fields mentioned in the header:
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Type of Dishware Nomenclature Shape Dimensions Wash load /
day
Cost per pc.
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VISITED HOTELS, RESTAURANTS & EDUCATIONAL INSTITUTE
1. KALINGA HOSPITAL
2. HOTEL NANDAN
3. KIMS
4. SHREE KUNJ
5. HOTEL KANCHAN PLAZA6. SHANTI RESTAURANT
7. SAMBIT PALACE
8. RMH
9. MILLENIUM HOSPITAL
10. ESI
11. MATERNITY CARE HOSPITAL
12. EMPIRES HOTEL (MEGHDOOT)
13. USTHI HOSPITAL
14. VIVEKANANDA HOSPITAL-POTENTIAL
15. SPARSH HOSPITAL
16. HOTEL ROYAL INN
17. HOTEL ASHIRBAD
18. ADITYA CARE HOSPITAL
19. HOTEL HERITAGE INN
20. HOTEL UPENDRA PVT.LTD.
21. HOTEL PADMA
22. HOTEL DEEPALI INTERNATIONAL
23. HOTEL GINGER
24. HOTEL CROWN
25. AYUSH HOSPITAL
26. HOTEL MAYURIYA
27. ARYA MAHAL
28. HOTEL GRAND CENTRAL
29. HOTEL SISHMO
30. SUM HOSPITAL
31. HOTEL BHABA LAXMI
32. ABHISHEK LODGE
33. YATRI NIWAS
34. HOTEL MILAND PALACE35. HOTEL ANAND INN
36. GOLDEN GATE REST
37. HOTEL SRUTEE
38. HOTEL JAJATI
39. HOTEL CHANDRAKALA GUEST HOUSE
40. HOTEL SAMBIT ROYALE
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41. HOTEL VENUS INN
42. HOTEL ABHADUT
43. HOTEL SWAGAT INN
44. HOTEL BASERA
45. KASTURI GUEST HOUSE
46. KALINGA HOSPITAL
47. RAILWAY HOSPITAL
48. MAA SHAKTI HOSPITAL
49. HOTEL RICHI
50. HOTEL BLUE HEAVEN
51. HOTEL URMEE
52. HOTEL PADMINI
53. HOTEL PUSHPAK
54. HOTEL CHAND
55. BHUBANESWAR HOTEL
56. RICE BOWL RESTAURANT
57. HOTEL GUNJAN
58. HOTEL SHASHI
59. HOTEL ARYA PALACE
60. MAMTA HOSPITAL
61. ANUP GUEST HOUSE
62. SHRI KUNJ RESTAURANT
63. VIKASH HOSPITAL
64. APOLLO SPECIALITY CLINIC & DIAGNOSTIC CENTRE
65. HOTEL SAMBIT PALACE
66. VIKASH RESIDENTIAL COLLEGE
67. NMIET BBSR
68. BIJU PATTNAIK ARMY TRAINING CENTER69. VERSA CARE
70. PANTHANIVAS
71. ROYAL COLLEGE OF SCIENCE & TECHNOLOGY
72. IMB
73. IMAGE BBSR
74. ROYAL SCHOOL OF MANAGEMENT AND TECHNOLOGY
75. NMIET
76. KRUPAJAL ENGINEERING COLLEGE
77. GAYATRI +2 SCIENCE COLLEGE
78. CTTC
79. TRIDENT
80. SILICON
81. MITS
82. CEB
83. KRUPAJAL BUSINESS SCHOOL
84. BRM INSTITUTE OF TECHNOLOGY
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85. KALINGA COLLEGE OF COMMERCE
86. VERSA CARE
87. HOTEL BISHRAM BHAWAN
88. HOTEL CHANDRACHUD
89. ST. XAVIER HIGH SCHOOL
90. PRABHUJEE ENGLISH MEDIUM SCHOOL
91. C.V. RAMAN
92. GITA
93. GANDHI
94. NIIS
95. CENTURION INSTITUTE OF TECHNOLOGY
96. EKLAVYA INSTITUTE
97. KIST
98. KOUSTUV
99. SAINIK SCHOOL BHUBANESWAR
100. HOTEL BISHRAM BHAWAN
101. HOTEL RAJMAHAL
102. OEC
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Scope
y Who can live without electrical equipment, especially home appliances?
The market this year is expected to grow 10 to 15 percent along with
peoples improving purchasing power.
y In term of purchasing power, India is the 4th largest economy in the
world and overtake Japan in the near future become the 3rd largest.
y Indian consumer durable market is expected to reach $450 billion by on
2010.
y India has the youngest population amongst the major countries.
y There were lot of people in the different income categories.
y The washing machine market is becoming more and more promising.
The market grew 15 to 20 percent .
y The upper-middle and high-income household in urban areas were
expected to grew to 38.2 million in 2007 as against 14.6 million in 2000.
Opportunity
1. New market opportunities
2. Improvement in Market share
3. Fast Growing Hospitality Industry
4. Rapid urbanization.
4. Increase in income level, i.e. increase in purchasing power of consumers.
5. Easy availability of finance.
Threats
1. Local Competitors with better market base and penetration
2. Cheap imports from Singapore, China and from other Asian countries.
3. Other Chinese and local brand machines
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Strengths
1. Brand Reputation
2. Product Quality
3. All India Sales & Service network
LimitationOf Study
Although I tried my best in preparing this project, but this study has some
limitation:
1. The period of the project was not sufficient to visit all the sites in detail.
2. It took a lot of time to visit hotels, educational institute & hospitals.
5. Few organization not wanted to disclose their personal information.
Recommendations:-
Among prospective modes of promotions, TV ads & Popular Magazines
can be preferred to increase awareness among customers.
Few customers are interested in buying more than one product of IFB.
In order to increase sales, their complaints need to be sorted out, i.e.
vibration problem in front loader washing machine, expensive products,
poor after sales services etc.
IFB should work on it by simplifying its after sales service.
We should provide demo of our products in market or dealer point.
Customers are satisfied with IFB products so we have chance to grow
our sales and promotion of products in Bhubaneswar market.
We should put our stall in front of big organizations like TCS,CTTC e.t.c.
so that they know about our new products.
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Market of IFB in Bhubaneswar is very good, customer want to purchase
IFB products but they dont have proper information about our product
so we need to push the dealer to give them better information about
our company and we should advertise our products.
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Thank You..!!!!