ketan final 2 20-10-102

8/3/2019 ketan final 2 20-10-102

1/61

1

INTRODUCTION

In today s market customer is the king of the market. So I selected this

topic for my project. The main purpose of this project is to promote the MIDC

R&D directory in B2B sector. To create and maintain the customers is very

difficult task for any company. The customer is not only the foundation stone of

the business but also the stepping stone.

The most important and interesting aspect of any project is selection of the topic

for the project to be done. The topic of the project defines the course of action to

be followed in project. So it becomes very necessary to select such a topic that

will help in appropriate application of the theories practically and to understand

& analyses the final outcomes of the project.

A Project is totally related to the Research and research is discovery of

facts. It is an attempt to discover intellectual and practical solutions through the

application of scientific methods and field work.

According to Oxford dictionary a project is defined as the careful

investigation or inquiry especially through search for new facts in any branch of

knowledge.

Market potential means Estimated maximum total sales revenue of all

suppliers of a product in a market during a certain period. The objective of the

study is to understand the consumer s pre, post behaviour, during perception of

Directory services and consumer behaviour and attitude for R&D services. To

understand the former part, the researcher created a questionnaire and conducted

a survey. The space selling to create an extensive questionnaire to create

awareness of the product and to book advertisement of R&D directory services

and other brands. The researcher had an analysis done on the 100 respondents in

pune local`s markets to identify how much of using intension is due to attributes

and how much due to influence by referrals.

8/3/2019 ketan final 2 20-10-102

2/61

2

The research analysis had revealed that the consumers are satisfied

with the brand R&D and its attributes. However, R&D has not performed well

with the customers who are considerably concerned about transport services

with its cost and services. This following detailed analysis is presented in the

project report

8/3/2019 ketan final 2 20-10-102

3/61

3

Scope:

1. The study is conducted in Pune

2. Study is related to marketing research technique

3. Study is conducted with the help of parameters list which include marketing as

well as operational factors

4. Study includes responses given by customer

5. Research is conducted from 17 May to 30 July 2010

8/3/2019 ketan final 2 20-10-102

4/61

4

Objective

1. To find out the potential customer & best area for product

2. To find out customer preference for reference media/directory

3. To determine the promotion mix for increasing the sale of directory

4. To know and create the brand awareness in customer/target market

8/3/2019 ketan final 2 20-10-102

5/61

5

2.1 INTRODUCTION:-

In the today s era of competition it is must to differentiate your product or

services to compete in market to become a market leader. It is necessary to

adopt different marketing strategies like various scheme and policies to create

demand of our services or product. In market economy consumers decides the

demand of services to be offered as the market is customer oriented so, first

producer have to analyze the basic requirement of consumer of different

segment to create demand and then fulfilled those demand. According to the

market demand and choice of customer our CEO (Chief Executive Officer)

analyzed that He can also try to make a product which will be becoming a

perfect solution for the Indian industries as well as global industries. He started

his business with very small amount which was near about Rs. 2000. He decided

that most of the Indian industries (Small Scale, Medium Scale and Large Scale)

they do not have the awareness of the policies, acts, schemes and offers which

can be beneficial for a proper planning for expanding their business.

Therefore he finalized that he will make a perfect Industrial Directory come Info

Guide for providing the awareness of that kind of important information to

them. So, firstly he established a Joint Venture Company with MIDC and

collected data for making perfect solution for Indian industries viz. ASSENT

R&D (Reference & Directory).

8/3/2019 ketan final 2 20-10-102

6/61

6

2.2 HISTORY OF THE COMPANY:-

MIDC R&D is a joined venture of MIDC (Maharashtra Industrial Development

Corporation) and Assent Group of Company. They started their journey with the

Confidence of Everything Is Possible on Will Power with the help of Efforts

& Chikati! It started on 10th May 2000 by the Brand Name of ADD Samarth

(ADD Stands For: A- Aggressive D - dashing D - dynamic) & the Mission was

started with One Man Army i.e. with Mr.Rahul Amrutkar. Then, after 1 Year

ADD Samarth Converted into ASSENT With the Punch Line of Solutions

Unlimited that time 3 Yodhhas were working in this mission. Then in 2003 he

entered in Pune City with

the help of his friend. Later on, in 2006 Proprietor Firm Operations shifted in

Assent Group Brand name

Thus, for the first time the Industrial world will have the privilege to use a

Industrial Info Manual that features category wise company listing, details of

Raw Goods, Production and Product details, Supplier listing, Information of

Industrial Policies, etc.

FOUNDER AND PROMOTERS OF BUSINESS:-

The promoters of business are:-

1. Mr. Rahul Amrutkar (CEO)

8/3/2019 ketan final 2 20-10-102

7/61

7

2.3 Company Profile

R&D (Reference & Directory) is the only information-

destination of all your concerns. Addresses, contacts, emails, product details,

policy dossiers, reports, documents of rules and regulations R&D is thecomprehensive assemblage comprising every nuance of Maharashtra s i ndustrial

development. Authenticated and supported by MIDC (Maharashtra Industrial

Development Corporation) and developed and maintained by Assent Group,

R&D endeavors to chronicle and steer Maharashtra s industrial history!

MIDC R&D is a joined venture of MIDC (Maharashtra Industrial

Development Corporation) and Assent Group of Company. According to the

company, Access to information is not less than a fortune holding of meticulously and thoughtfully organized information is certainly a step towards

knowledge and assurance of the authenticity of the information is enough to

set us in action to use that information as power and achieve our goals.

The idea to introduce this comprehensive Industrial

Information Manual clicked in 2003, & started the journey of it s making. This

marks a strikingly new journey for this Industrial Info Manual Project. It has just

got a new Brand name 'R&D'. It thoughtfully positions it as Reference &Directory. It promises the user for smart access to the most authentic, updated

and categorized industrial information. MIDC's official Info Manual status adds

to its class apart identity. For the first time the Industrial world will have the

privilege to use a Industrial Info Manual that features category wise company

listing, details of Raw Goods, Production and Product details, Supplier listing,

Information of Industrial Policies, etc.

The maker of R&D is a company who understand the need of

hassle free, focused and result oriented information access for end user. In this

edition company has introduced an innovative and appealing way that will foster

end-to-end information process. This will help to attain faster and effective

8/3/2019 ketan final 2 20-10-102

8/61

8

access to an ocean o Industrial Information. In the time ahead R&D is poised for

innovative ideas which will make it the best in the class on-shelf search partner.

www.midcdirectory.org, the online info -guide is the

realization of incessant efforts carried out by Assent R&D team with the support

of Maharashtra Industrial Development Corporation (MIDC), an apex governing

body steering the balanced industrial growth in Maharashtra.

2.4 COMPANY MISSION:-

To become a Unique Industrial Information Provider to Market & Promote the

Indian Industry Globally.

2.5 COMPANY VISION:-

1. Working Passionately & Purposefully to Enhance Customer Experience

2. To give Innovative, Cost Effective & Quality Conscious Products/ Services to

the Customer

8/3/2019 ketan final 2 20-10-102

9/61

9

2.6 ORGANIZATION STRUCTURE:-

CHAIRMAN

BOARD OF DIRECTORS

GM(HRM)

GM(PRODUCTION)

GM(MARKETING)

GM(FINANCE)

AMO(MARKETING)

CEO

SALES

8/3/2019 ketan final 2 20-10-102

10/61

10

2.7 PRODUCT OF COMPANY:-

There is currently only one product i.e. Industrial Directory on which research

work was conducted. Directory is divided into 3 sections

1. Information Section

2. Alphabetical Section

3. Product Category Section

1. INFORMATION SECTION:-

I. R&D Helpline

ii. Business Guidelines, Procedures &Permission

iii. Statutory Compliance

I. R&D Helpline:-

MIDC official s nos. MIDC head office nos.

Regional Helpline MPCB S Nos. IAS & IPS officers Nos. Government Publicity & PRO Department Nos. Court & Forum Nos. Industrial Trade Organization & Institute Nos. Export Promotional Council & Custom Department Nos.

Defence Nos. Flight & Local Timetable Important websites

8/3/2019 ketan final 2 20-10-102

11/61

11

ii. Business Guidelines, Procedures &Permission:-

MIDC in Brief ( Activities, Future plans, IT parks, Specialized parks, various

SEZ,s, MIDC initiatitives in Power Field )

MIDC Procedure and Byelaws ( Plot allotment, water connection, plan approval,

Building Completion)

Land and Water Rates ( All MIDC areas in region)\ Salient Features ( District & Area wise) Tourism Features Potentials for investment in Region Maharashtra Industrial Policy Small Scale Industrial Policy SISI Ministry Features Auto cluster feature Maharashtra Vision 2020 by MEDC Industrial Area Map

iii. Statutory Compliance:-

Factory Act, EPF, & Miscellaneous provision, ESI Act. Workmen s compensation, Mini wages Act, Payment of wages act, Child

Labour Act.

Payment of gratuity act, Mumbai labour welfare act. Bombay Shops and Establishment Act Contract Labor Act.

8/3/2019 ketan final 2 20-10-102

12/61

12

2. ALPHABETICAL SECTION:-

Arrangement is District wise Alphabetical Format is Unique

( Format should be placed)

It also includes every MIDC plot holder with Non- MIDC manufacture,

industrial estate, co-operative indl estate, SEZ & Clusters.

3. PRODUCT CATEGORY SECTION:-

Every company which is in Alphabetical section is arrange by Product Wise

Alphabetical

MANPOWER SCENARIO:-

Company has around 30 employees in Pune region.

2.8 FUTURE PLANS:-

1. They are going to start Educational institute for diploma courses

MARKET AREA: - (Reach)

It is published in seven regions of Maharashtra.

Mumbai Pune Nasik

Kolhapur Nagpur Aurangabad Konkan

8/3/2019 ketan final 2 20-10-102

13/61

13

8/3/2019 ketan final 2 20-10-102

14/61

14

2.10 SWOT Analysis for MIDC R&D-

STRENGTHS

1. Strong back-up of parent MIDC.

2. Large investment in Research & Development by MIDC.

3. First to introduce government (i.e MIDC) official directory.

WEAKNESS

1. Comparatively weak network in remote and outside MIDC.

2. Delay in launch.

OPPORTUNITY

1. In India the existence of business to business directory is scarce.

2. Government taking steps to promote the business at various levels.

3. Rapid urbanization.

4. Easy availability of finance.

THREATS

1. High competition in directory market in general.

2. Delay in launch in consecutive years

8/3/2019 ketan final 2 20-10-102

15/61

15

3.1 MARKET POTENTIAL

3.1.1 ABSTRACT

Market potential analysis is not market forecasting, although forecasting when

the potential of a market might be realized can be part of the analysis. At base,

market potential analysis sizes markets based upon a sequential and increasingly

refined process from global or regional to national markets and business,

consumer and other segments within national markets.

3.1.2 Defining Market Potential Analysis

Market potential analysis is a strategic tool to identify market opportunities andinvest resources where they will have the greatest return in the long run. Market

potential analysis is not used for short-term forecasting, but can help to target

markets with high growth potential in the future.

Market potential analysis enables companies to:

Categorize countries as lead markets, break-out markets emerging markets. Quantify market potential for a given product by country, region or globally,

now and In future

Identify growth drivers and barriers in those markets. Understand how to exploit growth markets by tailoring marketing, product

development and production strategies to meet customer demands and overcome

market barriers.

8/3/2019 ketan final 2 20-10-102

16/61

16

3.1.3 MARKET POTENTIAL INFLUENCERS

Many forces influence market potential, demand drivers is one of them

Demand drivers

Utility of product Size and Wealth Supporting Infrastructure

Demand Drivers

Demand drivers are the factors that affect the size, readiness or exploitability of

markets. Three are especially important.

The first is the size and wealth of a market. This determines the number of

households, companies, government agencies and other organizations that can

actually afford to buy a product. This is not a simple calculation, and average

figures such as total population and GDP per capita offer only a starting point.

Other factors include household income distribution and the structure of the

business sector. Much of the value of market potential analysis comes in

calculating accurately the number of potential customers there are for a givenproduct.

The second is the utility of a product in a particular market. This varies

according to the nature of the product and the characteristics of the market. For

instance, if you are selling an English-only online service, the number of people

who speak English in a given market will determine the value of the service.

Similarly, if you are selling PCs for small businesses, the value of the systems

will depend on how easily they can be networked and communicate internally.

The third demand driver is the supporting infrastructure for a product. Frozen

foods require refrigerators, and refrigerators require electricity, so the demand

8/3/2019 ketan final 2 20-10-102

17/61

17

for frozen foods is dependent on the presence of reliable, the necessary

infrastructure can include telephone lines, satellite uplinks, and human resources

such as skilled programmers, technicians and users. The quality of infrastructure

generally corresponds to national wealth, but there are significant differences

among countries at similar levels of wealth.

3.1.4 GOALS-

Market potential describes the maximum capacity of a defined market for a

specific product /a service within a defined time period. In this context market

refers to the total of all potential consumers with a certain need or desire who are

willing or able to satisfy this need or this desire through the purchase of

products/services. The sales potential can then be derived from results of the

market potential analysis .market potential consist of the upper limit of the total

demand which would theoretically be converged on at infinite rise of marketing

expenditures of relevant products

How successfully newly developed product will sell on the market?

Planning development and introduction of new product is always associatedwith uncertainty. Specific knowledge regarding potential target consumers and

their probable spending on the new product provides more certainty concerning

the market success of new product development. we can offer precise and

reliable information in this area after conducting a market potential analysis.

3.1.5 APPLICATION-

Market potential analysis is especially used for growth or unsaturated markets

for which market size cannot simply be estimated through the actual market

volume. Market potential analysis offers decision support for specific question

for which such as;

8/3/2019 ketan final 2 20-10-102

18/61

18

Exploration of potential target market Evaluation of ideas(screening) Determination of company locations Designations of sales areas

How to determine the market potential for products and services

3.1.6 ACCESS MARKET OPPOURTINITIES

Market analysis services from Mapping Analytics will provide the key

intelligence we need to rank and prioritize markets. We will know:

The top new geographic markets to target based on customer or revenue

potential

Which markets where you currently do business have untapped potential

Gaining this market understanding is essential to growing and expanding your

business. But it isn't enough on its own.

What steps should be taken to gain market share where there is market

potential?

There is need to act upon new found market understanding by deploying sales

and marketing resources effectively.

This is where Mapping Analytics separates from other firms that might offer us

analytic services. It can help us to choose higher-performing store or business

locations, align sales force more productively, and acquire prospect lists.

8/3/2019 ketan final 2 20-10-102

19/61

19

3.2 Promotion

It is one of the four elements of marketing mix (product, price, promotion,

distribution).

It is the communication link between sellers and buyers for the purpose of

influencing, informing, or persuading a potential buyer's purchasing decision.

The term "promotion" is usually an "in" expression used internally by the

marketing company, but not normally to the public or the market - phrases like

"special offer" are more common

There are different ways to promote a product in different areas of media.

Promoters use internet advertisement, special events, endorsements, and

newspapers to advertise their product. Many times with the purchase of a

product there is an incentive like discounts, free items, or a contest. This is to

increase the sales of a given product Promotion:-

It stands for various activities the company undertakes to communicate its

products merits and to persuade target customers to buy.

Marketers have adopted a communications view of their f irm s promotional

activities. The promotional mix includes:-

1. Advertising

2. Publicity

3. Personal Selling

4. Sales promotion

Advertising is communication with current and potential customers andconsumers, done through paid mass media. The channels of communication can

be TV, radio, Internet, billboards, etc.

Public Relationship (PR) is communication toward public, but is turned more

to reputation and image of the company, than to its products. The PR activity

8/3/2019 ketan final 2 20-10-102

20/61

20

can be a press conference, TV interview with company representative, press

article about donation of the company to charity or about latest environmental

project.

Personal Sales is a way of promotion activity where sales representative is

directly contacting the customer. This person-to-person contact has the goal of direct promotion of the product and conclusion of sales.

Sales Promotion represents a set of different promotional activities that has

the goal of animating customers for purchasing. This can be value offer (

discount ), quantity offer ( 2+1 ), prize drawings, merchandising, direct contact

by animators in retail outlet, etc .

MIDC R & D company uses following promotional tools for promoting their

product:-

a) Dealers Network

b) Telemarketing

c) Personal Selling

d) Publicity

a) Dealers Network:-

The company have very large dealers network. They make most of their

products available in target market through their dealers.

b) Telemarketing:-

The company uses telemarketing for doing publicity of their different products

and developed product qualities. The company uses this tool for follow-up old

customers and to tell them about new innovation about the products.

c) Personal Selling:-

The marketing or sales people of the company visits the different companies in

which their directory can be used and tell them the features of the directory, as

8/3/2019 ketan final 2 20-10-102

21/61

8/3/2019 ketan final 2 20-10-102

22/61

22

3.2.2 Promotional Strategy

Once the producer has reviewed all the possible promotional tools, he/she must

devise a promotional strategy. A

promotional strategy should address the following issues: What is the goal of the promotion? What types of promotion should be used? What effect should the promotion have on the customer? Which promotion is working? Which promotion is not working?

8/3/2019 ketan final 2 20-10-102

23/61

23

4.1 INTRODUCTION:-

Research methodology is the method followed to conduct designed plan,

structure and strategy of investigation conceived so as to find out the results. As

research focuses on the discovery of ideas. In order to achieve objectives of the

project, data is collected from various sources

4.2 RESEARCH METHODOLOGY:-

Research Methodology is a way to systematically solve the research problem. It

may be understood as a science of studying how research is done scientifically.

In it we study the various steps that are generally adopted by a researcher in

studying his research problem along with logic behind them. It indicated an

exhaustive search and investigation into some accepted principle andconclusion, so as to bring into light some new and novel facts.

8/3/2019 ketan final 2 20-10-102

24/61

24

4.3 STEPS CONDUCTED IN RESEARCH:-

Define Research problem

Review concepts & theories

Research Design

Collecting Data

Data interpretation & Analysising

Preparing a Research report

Recommendations

Follow up

8/3/2019 ketan final 2 20-10-102

25/61

25

From above figure it understands that researcher has undertaken all this steps for

doing research. It tells a process of a systematic and in depth study or any

particular topic subject or area of investigation, backed by the collection,

compilation, presentation and interpretation of relevant details or data. Thesesteps are interrelated to each other and do not necessarily follow a linear path.

4.4 STATEMENT OF THE PROBLEM:-

Market research has vast scope, which consist of the research regarding

environmental studies i.e. socio-cultural, political, legal, psychological,

technological, economic, demographic, natural environment. The title of the

project is A Study of Market potential and Promotional activity of MIDC

(Assent R&D) . My present research deals with finding out the marketing mix

strategy followed by the company and knowing whether the customers are

satisfied with it.

Marketer generally talks about potential market, served market or market

penetration. The market is a set of actual and potential consumers and

customers. It is important to know the preferences of the consumers

The title of project is a general term as research touches different aspects right

from consumer s preference to directory s expectation and knowing efficiency

of distribution system. The main focus was on the major players in directory.

The position of the market player is found out in terms of various parameters

like brand, preference etc for prescribed region.

8/3/2019 ketan final 2 20-10-102

26/61

26

4.5 METHODOLOGY USED IN THE PROJECT:-

For doing the study of Marketing Mix Strategies of MIDC., Pune, the

researcher has prepared the schedule with the help of books, articles, etc. Then,

the survey has been undertaken of different customers from different area. The

customers were personally visited for collecting their views regarding

company s product, services and overall marketing mix strategies and also tell

them to suggest some measures for change.

Data Sources:-

The required data is collected through primary and secondary data.

1. Primary Source:-

It is the data, which is collected fresh, and for the first time by the researcher for

the project.

Researcher has collected the primary information using schedule and by taking

interview of customers.

2. Secondary Sources:-

The data, which already exist and has been analyzed for some other purpose istermed as secondary data.

Researcher has collected secondary information with the help of books and

various websites available on Internet .

8/3/2019 ketan final 2 20-10-102

27/61

27

4.6 Research Approach:

Researcher has used the descriptive approach for the collection of data.

Descriptive research gives emphasis on description & such studies are simply

fact gathering expedition. Descriptive studies attempt to obtain a complete &

accurate description of situation. The descriptive designs are Cross- sectionaltype and Focus group. Researcher has done the cross sectional research. The

purpose of under taking this survey was to collect information of market through

existing customers.

4.7 Instruments:-

Research instrument used for data collecting is questionnaire and observations.

1. Questionnaire:-

The questionnaire is prepared in a well-structured and non-disguised form so

that it is easily understandable and answerable by everyone. The type of

questions include in the questionnaire are close-ended questions, multiple choice

questions and dichotomous questions.

2. Observation:-

Researcher has also collected some information through observation.

4.8 Sampling:-

1. Sample selection procedure:-

The sampling method adopted for selecting the respondents was convenience

sampling. In convenience sampling, is a type of non-probability sampling which

involves the sample being drawn from that part of the population which is close

to hand. That is, a sample population selected because it is readily available and

convenient. For example, if the interviewer was to conduct such a survey at a

shopping center early in the morning on a given day, the people that he/she

could interview would be limited to those given there at that given time.

The purpose behind choosing this method was lack of information. Also it was

not possible to revisit a place because of large distance. For project work,

interviews had been conducted of customers for data collection purpose.

8/3/2019 ketan final 2 20-10-102

28/61

28

2. Sample Size:-

The size of the sample was selected keeping in mind the time available, natureof study and as per convenience. Sample size selected was 100.It was conducted

in Pune region.

Data Analysis:-

For analyzing collected data researcher has used graphs, pictures, tables, charts

and simple statistical tool i.e. percentage.

8/3/2019 ketan final 2 20-10-102

29/61

29

Limitations

1. Sample size was small hence does not represent the whole population and hence

quantitative research is hindered.

2. Psychology and temperament of respondents (customers) play a significant

role.Some respondents are more sensitive as against tolerant ones.Composition

of respondent can affect the answers adversely or favourably.

3. Respondent may not be true in answering and may be baised

4. Sample size was small hence does not reflect exact view

5. It was not feasible to contact some of the respondents

8/3/2019 ketan final 2 20-10-102

30/61

30

DATA ANALYSIS

INTRODUCTION:-

Marketing Mix is very important for every organization as they enhance the

product and make it attractive to the customers and as well as an it gives them a

competitive edge. The researcher surveyed 100 customers to know the

company s healt h and marketing mix strategies.

This study is finished with the respect of MIDC Reference & Directory.

DATA ANALYSIS:-

The data is analyzed in following way:-

1) Which sources you use for advertising your product?

Media used for advertising the product

Following table describes various sources used for advertisement.

Sr. No. Media Respondents

1 Reference Magazine 60

2 Newspaper 30

3 Directory 90

4 Hoarding 20

5 Exhibition 45

6 Electronic Media 40

Total285

8/3/2019 ketan final 2 20-10-102

31/61

31

Source: - (Primary data)

Media preferred for advertisement

Following graph shows media preferred for advertisement

Above table shows that 60 of samples preferred reference magazine foradvertisement of their product, 30 preferred newspapers, 90 samples usesdirectory, 20 samples preferred hoarding, 45 samples preferred exhibitions and40 of them preferred electronic media

Most of the samples preferred all types of media for advertising their products,but directories are mostly preferred by all of them.

Researcher concluded that company has wide scope for his directory as peoplewidely preferred directories for giving advertisement as compare to other

media s.

ReferenceMagazine

Newspaper Directory Hoarding Exhibition ElectronicMedia

60

30

90

20

45

40

Media used for Advertisement

Respondents

8/3/2019 ketan final 2 20-10-102

32/61

32

2) Do you know our MIDC Industrial directory?

Known of Directory

Following table describes how many of them known the directory

Known of Directory

Following graph describes how many of them known the directory

Above table indicates that 9 % of samples do not know about directory.Researcher concludes that customers are aware of this directory.

Known of Directory

91%

9%

YesNo

Sr. No. Parameter No. of Respondent Percentage

1 Yes 91 91%

2 No 9 9%

Total 100 100%

n= 100

8/3/2019 ketan final 2 20-10-102

33/61

33

If yes, could you specify from where you came to know

Sources of the product

Consumers get needed information of our directory from different sources

Source: - (Primary Data)

Sources of the product

Following graph shows sources of the product

19%

5%

63%

3%10%

Sources of the Product

Dealers Friends Company Agent Relatives Exhibitions

Sr.No.

Parameter No.of Respondent

Percentage

1 Dealers 19 19%

2 Friends 5 5%

3 CompanyAgent

63 63%

4 Relatives 3 3%

5 Exhibitions 10 10%

Total 100 100%

n = 100

8/3/2019 ketan final 2 20-10-102

34/61

34

Above table shows that 19% of samples know about the products from dealers, 5

% of people know it from friends, 63% of samples know it from company agent,

3% of it known from relatives and 10% from exhibitions.

Most of the samples have come to know about the directory from company

agent and very less from relatives, dealers and exhibitions.

Researcher concludes that company should concentrate more on promotional

activity as the product is not known to customers, if company agents visit that

particular company then only the product will be known, so it is not possible to

reach each and every area. Hence, various promotional activities should be

conducted.

3) Should company use promotional activities for product awareness?

Promotional activities for product

Following table shows opinions of promotional activity of product

.


Sr.No

Parameters No. Of Respondent

Percentage(%)

1 Yes 100 100%

2 No - -

Total 100 100%

8/3/2019 ketan final 2 20-10-102

35/61

35

Above table point out that 100% of samples say there should be promotional

activity, because it will be known in MIDC as well as non- MIDC areas.

If yes, then through what source it should be done?

Various ways of advertising the product

Following table shows ways of advertising the product.


Various ways of promoting directory

Following graph shows customers recommending various ways of promoting

the directory

Sr.No.


Percentage

1 IndustrialMagazine

59 59%

2 Newspaper 17 17%

3 Hoardings 4 4%

4 Company visits 20 20%

Total 100 100%

8/3/2019 ketan final 2 20-10-102

36/61

36

Above table indicates that 59% of samples say to promote directory by giving

advertisement in industrial magazine, 17% of samples says to give in

newspapers, 4% says hoardings and 20 % says to do company visits.

Most of the samples say that to give advertisement in industrial magazine, so

that it may come to know to all industrial people, as they do refer the industrial

magazines. Researcher concludes that it is a best way to promote its directory.

Various ways of promoting directory

59%17%

4%

20%

Industrial MagazineNewspaperHoardingsCompany visits

n = 100

8/3/2019 ketan final 2 20-10-102

37/61

37

4) For what purpose you prefer our directory?

Purpose for referring directory

Following table describes purposes of preferring our directory

Source: (Primary Data)


Following graph shows why customers prefer directory.


45

18

33

405

101520253035404550

To giveadvertise

Forinformation

For contactdetails

MIDC Rules&

Regulation

Parameters

P e r c e n

t o

f r e s p o n

d e n

t s

Percentage (%)

Sr. No. Parameter No. of respondents

1 To give advertise 45

2 For information 18

3 For contact details 33

4 MIDC Rules &Regulation

4

Total 100

n= 100

8/3/2019 ketan final 2 20-10-102

38/61

38

Above table states clearly that 45% of samples preferred directory for giving

advertisement, 18 % of samples preferred for information which is present in the

directory, 33% preferred for maintaining contact details and only for 4 % MIDC

Rules & Regulation.

Researcher concludes that mostly people preferred directory for giving

advertisement and to know the contact details for various companies. So, the

company should concentrate on these factors and provide the updated

information to the customers.

8/3/2019 ketan final 2 20-10-102

39/61

39

5) You give advertisement in MIDC R & D on what basis?

Advertisement on what basis

Following table describes advertisement is given in directory on whichparameter.

Source : - (Primary Data)

Sr.No.

Parameter Preference

1 2 3

Total

1 Brand Name 26 44 30 100

2 B2BDirectory

41 30 29 100

3 Generatingnewcustomer atindustriallevel

33 26 41 100

Total 100 100 100 300

8/3/2019 ketan final 2 20-10-102

40/61

40


Following graph describes advertisement is given in directory on whichparameter.

Above table indicates that for Brand name, 26 samples gives 1 st preference, 44

samples gives 2 nd preference and only 30 samples give 3 rd preference to it.

For B2B directory 41 samples give 1 st preference, 30 samples give 2 nd

preference and 29 samples give 3 rd preference to it.

For generating new customers at industrial level 33 samples gives 1 st

preference, 26 samples give 2 nd preference and 41 samples give 3 rd preference to

it .


26

41

33

44

3026

30 29

41

05

101520253035404550

Brand Name B2B Directory Generating newcustomer at

industrial level

Parameters

F r e q u e n c y

Series1Series2Series3

n= 100

8/3/2019 ketan final 2 20-10-102

41/61

41

Researcher has examined from above table that customers use this company s

directory because it is the only B2B directory and having the brand name as

MIDC R & D .They give equivalent preference to generate the new customers

because basic motto every business is growth.

Sr.No.

Parameter (lakhs) No. of respondents

1 0 to 2 30

2 2 to 20 55

3 20 to 100 12

4 100 to 150 3

Total 100

8/3/2019 ketan final 2 20-10-102

42/61

42

6) What is your annual media budget?

Annual budget of advertisement

Following table describes annual budget of advertisement

Source: (Primary data)

Annual Budget of advertisement

Following graph shows annual budget of advertisement of customers

Above table indicates that 30% of samples have annual budget for advertisement

from 0-2 lakhs, 55% have from 2-20 lakhs, 12% of them are having from 20-100

lakhs and only 3% were having 100-150 lakh budget.

Most of the samples come in the range of 2 to 20 lakhs and o to 2 lakhs, it means

that samples preferred in giving advertisements in various medias and company

have lots of potential customers in the market.

Annual budget of advertisement of customers

30%

55%

12% 3%

0 to 22 to 2020 to 100100 to 150

n=100

8/3/2019 ketan final 2 20-10-102

43/61

43

Researcher concludes that company should utilized this database and target the

customers accordingly and have the opportunity to tab this customers

7) What are the other brands or directory you were using?

Various Brands used by the customers

Following table describes different brands used by the customers

Various brands used by the customers

Following graph shows which brands are used by the customers.

Sr.No.

Parameter No. of respondents

1 Just Dial 78

2 India Com 67

3 Info Media 56

4 MID 61

8/3/2019 ketan final 2 20-10-102

44/61

44

Above table points out that mostly all the samples prefer all the directories. It

shows lots of competition in the market. Company has a chance to do best in the

market and have much potential market. So, company should make his product

such a way that it stands out different in other competitors.

Various brands used by customers

7867

56 61

01020304050

60708090

Just Dial India Com Info Media MID

Brand names

R e s p o n d

e n

t sJust Dial

India ComInfo MediaMID

8/3/2019 ketan final 2 20-10-102

45/61

45

8) What different features you found in their directories?

Different features found in other directories

Following table shows different aspects of other directories which differ fromour directory.


Different features found in other directories

Different Features found in other Directories

48

62

48

0

10

20

30

40

50

60

70

Brand Name B2B Directory/ Reach in

industrial level

Generating newcustomers

Parameters

F r e q u e n c y

No. of respondents

Sr.No.

Parameter No. of respondents

1 Brand Name 48

2 B2B Directory/Reach inindustrial level

62

3 Generating newcustomers

48

8/3/2019 ketan final 2 20-10-102

46/61

46

Following table shows different aspects of other directories which differ from

our director

Above graph indicates that all the samples give importance to all the categories.

Mostly they give more preference to the B2B directory as it has direct reach to

the industrial level.

9) Should company increase their circulation of their directory?

Opinions to increase circulation

Following table shows opinions of increasing the number of circulation

.


Above table shows that all the respondents do agree that there should be

increase in circulation to the non- MIDC area also, so that directory will be

known to every industry.

Sr.No.


1 Yes 100

2 No -

Total 100

8/3/2019 ketan final 2 20-10-102

47/61

47

10 ) How are the aesthetic/ quality of our product?

Opinion on Quality/ Aesthetics of Directory

Following table shows opinions of customers towards quality of directory.

Sr.No.

Parameter No. Of.Respondent

1 Excellent 6

2 Good 43

3 Average 47

4 Fair 4

Total 100


Opinion on aesthetics of directory

Following graph shows aesthetics of the directory

Above table indicates that 47% of samples say that the quality of directory is

average, 43% say it is good, 4% of them said it is fair and only 6% said it is

excellent.Majority of samples like the product averagely, so there is scope of

changes in it because it should be made attractive also.

Opinion on quality of product

6%

43%47%

4%

ExcellentGoodAverageFair

n=100

8/3/2019 ketan final 2 20-10-102

48/61

48

11) As compare to the other brand/ competitors what you will say about theprices of advertisement in our directory?

Opinion on prices of advertisement in directory

Following table shows opinion of prices of advertisement in directory as

compare to competitors


Opinion on prices of advertisement in directory

Following graph shows opinion on prices of the advertisement in the directory

Above table point out that 57% of samples are saying that the prices of advertisement are high, 40 % say it is average and only 3 % of them say it is

low.Prices of the advertisement in MIDC directory is high as compare to othercompetitors. Researcher concludes that when there is lot of competition in themarket then to remain in the market there is necessary to reduce the prices of theadvertisement. Then the ratio of customers may increase.

Opinion on prices of advertisement

57

40

30

10

20

30

40

50

60

High Average Low

Parame ters

P e c e n

t o

f r e s p o n

d e n

t s

HighAverageLow

Sr.No.


1 High 57

2 Average 40

3 Low 3

Total 100

n=100

8/3/2019 ketan final 2 20-10-102

49/61

49

12) In what you are convenient to have directory?

Opinion on convenience of having directory

Following table shows desire of customers to have directory in what way


Opinion on convenience of having directory

Following graph shows opinion on requirement of directory to customers.

Above table indicates that 79% of samples wants different directory for differentregion whereas 21% of them wants single directory for every region.Researcherexamined that company had applied the strategy different directories fordifferent regions are being accepted by most of the customers and they feelconvenient to have in the same way.

Opinion on convenience

0% 21%

79%

Single directory to allregionDifferent directory to everyregion

Sr.No.


Percentage

1 Single directoryto all region

21 21%

2 Differentdirectory toevery region

79 79%

Total 100 100%

n=100

8/3/2019 ketan final 2 20-10-102

50/61

50

13) For what purpose do you use our directories?

Reasons to give advertisement in directory

Following table shows reasons why the customers use or give the advertisementand the didirectory


Sr.No


Percentage

1 Entering in new/ businessexpansion

30 30%

2 Various projectsof MIDC

7 7%

3 Knowledge of MIDC areas

12 12%

4 To maintaincontacts

51 51%

Total 100 100%

8/3/2019 ketan final 2 20-10-102

51/61

51

Reasons to give advertisement in directory

Following graph shows reasons to give advertisement in directory.

Above graph indicates that 51% of samples wants to maintain contacts, 12% of

them wants to know knowledge of MIDC areas, 7 % of them want to know

various projects of MIDC, and 30% of them entering in new.

Researcher examined that mostly customers uses the directory for maintaining

the contacts, know the various information of MIDC and different project which

are being handled in the MIDC. And the one needs to enter into new business

they also preferred to give advertisement in the directory.

Use of Directory

30%

7%12%

51%

Entering in new/ business expansionVarious projects ofMIDCKnowledge of MIDCareasTo maintain contacts

n=100

8/3/2019 ketan final 2 20-10-102

52/61

52

14) Having started using our directory, do you feel that the following

attributes are present in your choice?

Attributes of product

Following table shows different attributes of the directory


Above table explains that directory posses all the attributes, but most samples

are happy towards the after sales service, updated information and sufficient

information.

Researcher examined that samples are not happy with prices of the

advertisement in the directory, and they also have a complaint that the directory

did not published at the time.

Sr. No. Parameters No. of Respondent

1 Prompt delivery 45

2 Good after sales service 67

3 Received response fromcustomers

43

4 Updated database 78

5 Prices are affordable 31

6 Sufficient information 89

7 Published in time 23

8/3/2019 ketan final 2 20-10-102

53/61

53

15) What are the reasons for dissatisfactions?

Reasons for dissatisfaction

Following table shows various opinions of dissatisfaction towards product.

Source: - (Primary data )


Following graph shows various opinions of dissatisfaction towards product.

Above table indicates that 56% of samples are not satisfied with delivery of

directory in time and 44% of them are not satisfied because they are not gettingresponse from the directory.

Researcher examined that people are giving advertisement of preferring thedirectory on the basis of its brand name or it is the only business to businessdirectory but due the lack of proper delivery the customers are facing theproblem of not getting the response from the directory.


56%44% Not prompt delivery

No Response fromdirectory

Sr.No.

Parameters No. of Respondent

Percentage

1 Not promptdelivery

56 56%

2 No Responsefrom directory

44 44%

Total 100 100%

n=100

8/3/2019 ketan final 2 20-10-102

54/61

54

OBSERVATIONS

1. Most of the customers are not aware of the product in MIDC areas as well as in

non MIDC industrial areas.

2. Cost of the advertisement is high as compare to other directories such as India

com, just dial and many other.

3. Some companies give advertisement in Just dial and India com as they are

popular in market and cost is also less.

4. In non MIDC industrial area some companies do not entertain with employees

as they say it is of MIDC area so what will be the use do by giving

advertisement.

5. Most of the existing customers were not happy with the last year service of the

company as directory was not published on time and circulation was not doneproperly.

6. Some existing customers said they didn t got any response from last year

advertisement so not giving advertisement this year.

8/3/2019 ketan final 2 20-10-102

55/61

55

ConclusionsGeneral Conclusions:-

1. MIDC R & D is the only official directory which brings buyers and sellerstogether.

2. Complaints of customers are handling in proper manner.3. Company have readership of over 23.50 lakhs throughout the year.

Specific Conclusions:-

1. Researcher found that company has wide scope for his directory as people

widely preferred directories for giving advertisement as compare to other

media s.

2. Most of the customers came to know about the directory through company

agent, so promotional activity should be conducted.

3. Researcher found that customers prefer MIDC R & D for giving

advertisement and to know the contact details for various companies rather than

the information of MIDC.

4. Researcher found that customers use this company s directory because it is

the only B2B directory and having the brand name as MIDC R & D.

5. Company has lots of potential market as customers prefer all types of

directories for promoting their business6. Researcher came to know that the circulation of directory should be increased.

7. Physical Appearance of the directory is averagely good.

8 .Researcher found that prices of the directory are affordable to the customers

but prices of the advertisement in directory are found higher than the competitor,

so the customers are not satisfied with the prices.

9. Researcher came to know that customers are happy with the concept of

having different directories at different regions.

10. Customers say that they get the, sufficient information and very updated

data.

11. Customers are dissatisfied because they are not getting the directory in time.12. Some customers say that they didn t get response from the directory. Hence, the satisfaction level of customers is average due to price of advertisement, delivery of product.

8/3/2019 ketan final 2 20-10-102

56/61

56

Suggestions

1. Company should review pricing of product. Because price of advertisement is

high as compare to other competitors like india com, just dail, MID.

2. It should carry promotional activity of their directory by giving advertise inindustrial magazine, or promoting it in industrial exhibitions.

3. It should take feedback from customers for increasing the level of

satisfaction.

4. It should review expectation of customers towards products as what

customers want in directory as extra features.

5. Company should publish the directory in time.

6. It should try to keep the entire data base updated.

7. Circulation of directory should be increased in MIDC area as well as in non-

MIDC area.

8/3/2019 ketan final 2 20-10-102

57/61

57

Bibliography

Books

Kothari .C. R., Research Methodology.

Sherlekar.S.A, marketing management Himalaya publications. E.d=1996

MagazinesNinan T N. Business Standard .

Websites-

www.midcindia.org

www.rndassent.com

www.midcdirectory.org
http://www.midcindia.org/http://www.rndassent.com/http://www.rndassent.com/http://www.rndassent.com/http://www.midcindia.org/

8/3/2019 ketan final 2 20-10-102

58/61

8/3/2019 ketan final 2 20-10-102

59/61

59

If yes, then through what source it should be done?

Public relation Hoardings Advertisement in industrial magazines

Company Visits

4) For what purpose you prefer our directory?

To give advertise For information For Contact details

MIDC Rules & Regulation., Enquirin

If any other (please specify)

5) You give advertisement in MIDC R & D on what basis?

Its Brand name B2B directory Generating new

customers

Reach in industrial level If any other, please specify

6) What is your annual media budget?

0-2 lakhs 2-20 lakhs 20-100 lakhs

100lakhs-150 lakhs other specify

7) What are the other brands or directory you were using?

Just Dial Info Media India Com

MID If any other, please specify

8) What different you found in their directories?

No. of Circulation Price Brand Name

Appearance of product Industrial Information, B2B

9) Should company increase their circulation of their directory?

8/3/2019 ketan final 2 20-10-102

60/61

60

Yes No

10) How are the asthetic/ quality of our product?

Excellent Good Average Fair

11) As compare to the other brand/ competitors what you will say about the

prices of advertisement in our directory?

High Average Low

12) In what you are convenient to have directory ?

Single directory to all region

Different directory to all regions

13) For what purpose do you use our directories?

Entering in New

Business Expansion

Various projects of MIDC

Knowledge of MIDC areas

To maintain contacts

14) Having started using our directory, do you feel that the following attributes

are present in your choice.

Prompt delivery Updated database sufficient information

Prices are affordable Good after sales service.

Received response from customers

Published in time

15) If existing customer, then are you satisfied with the directory?

Yes No

8/3/2019 ketan final 2 20-10-102

61/61

If no then what is the reason? (Please rank the below from 1-3 which you think

will help us to increase our market base)

Not prompt delivery

No response from directory

Any other please specify..

ketan final 2 20-10-102

Documents