shash report

7/30/2019 Shash Report

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A Project Report

On

MARKET PROCESS ORIENTATIONUNDERTAKEN AT:SRS LTD

SEC-12 FARIDABAD

SUBMITTED BY:SHASHIKANT KUMAR

OFNORTHERN INDIA ENGINEERING

COLLEGE, NEW DELHI


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ACKNOWLEDGEMENT

At The Very Beginning I Want To Give My Heartiest Thanks To Management& Staff Of The SRS LTD for their Support, Co-operation Friendly Behaviorand Guidance During My Training.

I am very Grateful to Mr. Gaurav Sain (GM in marketing Department) Mr.Gaurav Sharma (AGM in marketing Deparment) Mr. Sushil Jain (AGM insales &Promotion) Mr. Yogendra & Mr. Praveen(Sales & Promotion executive) and mr. Rakesh sir and Anil Uniyal for their kindness , support and help

and valuable thoughts during my internship that absolutely helped me a lot toknowing and understanding the marketing orientation..


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CERTIFICAE

This is to certify that Mr. Shashi Kant Kumar of Northern India EngineeringCollege ,New Delhi has successfully completed the project work titledMarket Process Orientation at SRS LTD In fulfillment of requirement for theaward of POST GRADATION DEGREE IN BUSINESS MANAGEMENTprescribed by the Northern India Engineering College. This project is therecord of authentic work carried ot dring the academic year (2011-13)


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DECLARATION

I Mr. Shashi Kant Kumar hereby declare that this project is the record ofauthentic work carried out by me during the academic year (2011-13) andhas not been submitted to any other university or insttte towards he awardof any degree.

( Shashi Kant Kumar)Signature of the student


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Contents. Objective of the study. Research methodolodgy. Company profile.Designing brouchre for SRS Cinemas. Web site comparison. Segmentation for jewellry and cinemas. Giving advertisement in paper. Media Planning. Brand Survey of SRS Cinemas. Suggestion.SWOT analysis.Summary of learning experience and conclusion


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Objective of the studyIt was an introduction phase of my with the marketing strategies adoption by acompanys employee. I really give my heartiest thanks to Mr. Gaurav Sain sir to acquaintme up with the market.

The main objective of internship was :To develop and understand how to proceed your work and what things should be kept in the

mind.

As Marketing involves identifying customer needs and requirements, and meeting these needs

in a better way than competitors.

How to communicate with your customer and what major action should be taken to attractthem. As a matter of fact show them their benefits to make them loyal to your offerings.

Developing a emotional feeling with respect to the company and doing the things keeping in

concern as it is your business and you have to take it to the top.

To make a comparative study of the major players in Indian service provider.

To understand the various marketing stratigies which SRS has adopted to survive in highly

competitive environment.


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RESEARCH METHODOLOGY

The methodology adopted for this research is exploratary in nature. Since there is no hypothesis

that has to be tested. The conclusion have been drawn by Eploratory research work

There have been two sources of information collected:

(a) Primary sources

I had met the respondent of SRS cinemas and had been able to get first hand information

regarding the experience at the SRS cinema and their perception meeting with nthe

expectation.

(b)Secondary sourcesSecondary sources has played a vital role in prepearing this project report. A good

amount of data has been collected from SRS journal and few magazines . another vital

souce of collecting the data has been the internet and particularly the company own

website.


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Company ProfileIntroduction to the group

The SRS group initiated in the year 2000 is a passionate and diversified business

group, with its presence in various sectors ranging from real estate to retail, from

film exhibition to jewellery, food & beverages to financing & service industry.

Thus, providing the consumer with a holistic SRS experience. The core focus is

indeed serving our consumers in an honest and delightful manner & to

continuously grow by providing the society innovative& superior products and

services while behaving as a responsible corporate citizen.

SRS CINEMAS


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Core components

Films exhibition SRS CINEMAS is the operational brand name , under

which the group runs its premium multiplexes chain spread across cities

Faridabad, gurgaon,Patiala, Gorakhpur,Bijnor, Ludhiana, Ghaziabad, with

upcoming screens in Bhiwadi, Ludhiana and Amritsar.SRS Cinemas aims at

giving the patrons a 360 degree movie experience

Hotels - the newest entrant to the SRS parivar, with SRS LAKSHYA in themajestic city of Haridwar.

Retail SRS VALUE BAZAAR & SRS FASHION WEAR are the two brands

under this category. The former reaching the everyday consumer via a wide

range of groceries, food items , fmcg, personal care, etc. while the latter

fulfils the emotional need of the consumer by offering a host of brands to

choose from.


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Food n Beverages SRSG 7DAYS & PUNJABI HAANDI are the two brands

under the category. It also includes packaged snack food & banqueting

services. Cities like Faridabad, Ghaziabad, and Ludhiana are catered with a

fine dining experience. They are strategically located to ensure maximum

footfalls.

Real Estate it includes the construction of farmhouses, residential

apartments, corporate towers , group housing , etc

Jewellery the group deals in gold and diamond jewellery, with 2

wholesale outlets in chandni chowk and Karol bagh & 3 retail outlets in

Delhi, Faridabad and Palwal.


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Designing Brochure for SRS cinemasThe internship started with Designing the new brochure for SRS ltd . That helped me alot to know about the company very well and developed a planning and designingskill. Planning in terms of what contents to include and what to exclude & Make yourthinking visible towards your long term goals. I really got to know how to proceed yourwork that would in return be beneficial to your company, with the designing part therethe motive was to give my introduction with .


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After accomplishing the designing of brochure for SRS ltd my work moved on ahead withthe web site comparison of the SRS cinemas. Because its a Dynamic area where youneed to be upgraded with the external environment in terms of online marketing. Youneed to develop your web site. That contains all the sufficient information that yourcustomer need and make their life hustle free and give them an ease in reaching us.Whether in order to collect information or to book ticket online. And I was told to findthe missing part on the SRS web site. What I found that was missing there were asfollows .

color too bright for the eyesmovies posters relatively appear dimmer

Web site earning

Budget can be enhanced by advertising others brandsroyalty/fees can be charged from them


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PRE BOOKING

In the booking section, no provision for pre bookingsome people like to go safe by booking tickets in advance, thus this provisionshould be added

These were the few drawbacks what i found at website. Although it has all theinformation that should be there but not at its level.


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Segmentation for jewelry and cinemas:After being taught at the college about the segmentation it was for me now the time toput your theoretical knowledge in practical work. For a company t is very necessary oknow their prospective, so that they can know how to proceed while designing andplanning for the offerings in the market. And with that could make such a strategy thathelp in attaining and retaining them. And with my knowledge and thinking I found thesedifferent segments for cinemas:Segmentation For Cinema

1. 1 Age: comprise of

(a) 5-13 school goers

(b) 15-22 teenagers/college goers

2. (a) Income

(b) Premium and Churners

3. Behavioral ::

(a) Experimental and Potential (contains keep on trying new places and the other is loyal to

some extent

(b) Kitty party aunties (typical house wives outing and entertainment with shopping)

(c) Hollywood lovers (new class likes inclined towards overseas movies)

(d) youngster with deep pocket. (with great spending power ,for fun)

(e) Couple including married and non married

(f) Movie buffs ( frequent travelers)

(g) New Indian family

(h) regional movies lovers

Executive class and business class

Senior citizen we could offer them few on afternoon shows


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Segments for Jewellry

Office women

Couple (married and non married)

on special occasion like akshaya tritiya valentine for that duration

Wedding

Gender : ( Male and Female)

Income ( Ranging Between 4000-50000)

(More than 1 lac)

Age : babies jewels , young lady , 35 and more

Brand loyalty : hard core loyal, split loyal, shifting


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Giving advertisement in Paper :It is very important for a company to be in the mind of the prospective customer .The journey began with finding the publication with great distribution in delhi ncr forthat I contacted o provide me the material about the paper.Newspapers CirculationReadership

Times of India 1056075 4224300

Hindustan

Times965198 3860792

Navbharat Times 457900 1373700

Economic Times 160415 641660

Danik Jagarn 356000 1068000Hindustan Hindi 315652 631304

Punjab Kesari 313787 470680

Amar Ujala 141394 212091

And then we made a list of date regarding sending the add in paper wherein we werenot confirm about the days then we were told if you have to be in mind and want theirresponse towards your add it should be on such day they give time to paper mayperform action thus the day decided to be on Friday or Saturday


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Media Planning :This refers to all the activity perform to use application to promote your businessIt can be of two typesIndoor media planningOutdoor media planningPlanning requires in term of material we use for selecting the right media whether forindoor or outdoor so as to reduce the expanseThe material or application that comes under IndoorVynyl :

Can be categorize as :Eco solvent vinyl

Frosted vinyl:

One way vsion:Clear vinyl:

And the other application were :Clip on boxes

Sheets

Drag down


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Danglers

Under outdoor media planning we uses:Flexes are also of two typesFront lite flex

Back lit flex

And other medium for outdoor media planning are:Gantries


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Pole kiosk

Flexes:


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Canter Promotion:

Revolvings


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The question included in the questionnaire were as follows:

1. How are you keeping yourself updated w.r.t the current showtimings and schedules of SRS Cinemas?Newspapers/MagazinesSRS Cinemas website BoxOffice Friends & RelativesOther sources2. Why did you choose SRS Cinemas over other cinemas?Proximity Pricing Viewing experience Servicerendering3. Rate SRS Cinemas experience vis-a-vis other cinemas.

Not up to the mark Could not differentiate Splendid!!4. How do you find our ticket pricing? (Rate us on a scale of 1-5,with 1-very bad, 5 excellent)1 2 3 4 5 5. Rate us on a scale of 1-5 (1-very bad, 5 excellent), how farwe have succeeded in meeting your expectations.1 2 3 4 5 6. Which of the following brands do you recognise?

SRS Jewells SRS Value BazaarSRS Cinemas SRS7 Dayz7. Rate the following as per your experience.

Poor Average Good ExcellentEase in booking Box Office On line Parking Security

Ambience Seating & ComfortInside the Audi Waiting area Sound & Picture quality Food & Beverages


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Food quality Pricing Service at the food counterCleanliness & Hygiene

Washrooms Food counters Inside the Audi Lobby Quality of the staff service CourteousnessStaff supportiveness 8 . Are you aware of the SRS Cinemas Facebook Page?If yes, which update was your favourite?

___________________________________________9 . If compared with other multiplexes websites, what do you missat SRS Cinemas website?

________________________________________________________________________________________________10 . If given a chance to change one thing at SRS Cinemas, whatwould it be?____________________________________11 . What do you miss at SRS Cinemas?

___________________________________________12 . Do we expect you at SRS Cinemas for Cocktail? YesNo

Any further suggestions________________________________________________________________________________________________________________________


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What I concluded from the survey that the number of customer visiting us their sex and ageand their preferences which I had to show in bits and pieces as this.Sample Characteristics:

Nearly 4/5thof the total sample size constituted the male segment Prime reason- non cooperative behaviour of the ladies/girls Also, the movies during the survey were family movies Bol Bachchan, Spiderman, where the

father represented the family.

FEMALE

21%

MALE

79%

MALE-FEMALE RATIO


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Almost half of the sample is below 25 years of age, with a major chunk in the age group of 18-25 ( 84% of the total 35 comprises just 13.8 % Thus, from the business view point, it is best to focus on the young population and their

specific needs, as


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The biggest medium is the NEWSPAPERS/MAGAZINES. It makes it important to highlight your brand in newspapers like HT

City , Delhi Times, which is being the no. 1 source of information forthe majority of the people.

It is followed by the cinemas website and friends & relatives. The friends & relatives part is something which we cant control but

surely we can enrich our website experience. Many people complained about the on line booking system and webdelays. As we are in the high tech age, regular enhancement of the website is

imperative. Other sources primarily constitutes Book my Show.

30%

22%12%

21%

15%

Keeping Updated

Newspapers/Magazines

SRS Cinemas website

Box Office

Friends/Relatives

Other Sources


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WHY SRS CINEMAS OVER OTHER CINEMAS

Viewing Experience is the prime reason why people choose SRSCinemas over other cinemas

Viewing Experience includes the overall experience, from the seatingcomfort, the sound & picture quality to the cleanliness in and outsidethe Audi.

To retain the customers, this experience should be maintained andshould go ahead in all the sectors.

It is closely followed by the proximity criteria, which makesconvenience still a major decision factor

Proximity, 33.8

Pricing, 20.4

Viewing Experience,

36.6

ServiceRendering,

9.2

Why SRS ???


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It makes setting up cinemas in the right places to attract maximumcrowd. Service rendering is disappointing, with some complaints against the

staff.

Half of the population finds SRS Cinemas at par with other multiplexes % of people not liking it are relatively less with prime reasons being

crowd, food, cooling system

Not up to the mark Could not differentiate Splendid

12.32

52.12

35.56

SRS Cinemas over other cinemas


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The price sensitive Indian consumer, finds the ticket pricing AVERAGE andwants more value for his/her moneyP.S many who gave 1 or 2 , wanted a hike in ticket prices so as to filter thecrowd and get better services.

0

5

10

15

20

25

30

35

1 23

45

5.81

9.82

34.87

32.46

17.03

TICKET PRICING


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Most of the patrons are above the average mark, but still the focus should beconverting the 3s into the 4s & 5s

0

5

10

15

20

25

30

35

40

1 2 3 4 5

4.38

9.36

36.8534.66

14.74

Meeting the expectations


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Majority of the SRS Cine goers are aware of the brand they are using. SRS Jewells being the least popular. Value bazaar & 7 days also lag behind, with just 21.8 % and 15.2%respectively.

CUSTOMER FEEDBACK AS PER THEIR EXPEREINCE

0 10 20 30 40 50 60 70 80 90 100

SRS Jewels

SRS Value Bazaar

SRS Cinemas

SRS 7 Dayz

8.4

21.8

91

15.2

BRAND RECOGNITION


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Patrons find the booking system satisfactory, with box office scoringover the online system

Chaos , long queues, absence of the staff box office problems Confusion on the website, lack of information online problems.

4.7

26.18

53.17

15.95

10.38

27.15

47.68

14.79

POOR AVERAGE GOOD EXCELLENT

Ease in Booking

Box Office Online


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7.61

27.78

47.94

16.67


Parking

5.37

28.72

50.21

15.7


Security


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PARKING- problem in Aditya Mall, rest are satisfactory AMBIENCE- can be more colorful/ attractive SECURITY needs to be more vigilant and polite

2.08

23.96

54.58

19.38


Ambience


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Patrons desire more number of seats inside the Audi as well as in thewaiting area They complained about no smoking zone, lounge , priority class

They seemed indifferent in the sound & picture department

1.22

16.29

56.21

26.27

1.65

16.29

57.32

24.74


Seating & Comfort

Inside the audi Waiting Area

1.24

16.15

60.04

22.57


Sound & Picture


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Two of the main problem areas were FOOD & CLEANLINESS People complained about not having enough variety of food stuff on

the menu chart Quality was sub standard, prices should be accordingly More combos should be introduced, better packaging Washrooms were dirty and not up to the mark (excluding Faridabad)

2.65

25.46

52.55

19.35

3.05

29.74

50.51

16.7

2.24

26.27

54.18

17.31


Food & Beverages

Food Quality Pricing Service at Food Counter

3.88

23.67

49.18

23.27

1.02

21.95

55.69

21.34

1.63

20.37

54.99

23.01

2.04

20.25

55.21

22.49


Cleanliness & Hygiene

Washrooms Food Counters Inside the audi Lobby


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Women washrooms particularly were unhygienic Inside the Audi - carpets were dirty and bad odor/ stink was reported

Staff performance was satisfactory People didnt find them too supportive and courteous Absence of the staff at the online booking counter, box office or at thefood counters was a major issue.

2.04

23.01

52.75

22.2

1.42

20.33

55.89

22.36


Quality of the Staff Service

Courteoussness Staff Supportiveness


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Washrooms cleanliness Varied food menu Have more munch zones , like KFC, Mc d Crowd filtering Loyalty points for frequent visitors Create more waiting space with bifurcations kids zone, smoking zone,

lounges Include more 3D Shows

Strength

. Current leader in quality service at Faridabad sec 12

. Highly skilled workforce

. Has raised equity shares

.Ability to constantly innovate


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Weakness

.Budgetry support

. Awareness to the nearest customer

. Operating in delhi ncr

Opportunities

.To sustain passion and commitment

. Attain higher value services

. Reach in delhi

.SRS market share increasing at other service provider expanse . thus opportunity is to wipe it out

Threats

. Low investment plan

. highly competitive area


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Summary of learning experience and conclusion:

Coming to the learning experience it was a great time to be with a multi verticals organization. The

working environment and the support I got from the superiors and staffs from the organization were

appreciable.

Before joining the organization I was very suspicious about the risk of putting my self in a professional

life but very much relevant about the industry also.

For that matter my communication skills improved so that my personnel. One thing I realized was

everyday in your life bring new things to learn and experience you do no have to wait for things to be

done only yo have to psh the thngs that could be done.

I also go to know the necessary things that you should have in yourself are

. Interaction skills

. Diplomacy

. Supporting behavior and jolly mood

Conclusion :

What I concluded from the study or dring the internship days is that theory and practical work is

something different. You face different problem on different days but you can put your theoratical

knowledge into practical work for effective results.


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