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SALES PROMOTION STRATEGIES at HERO MOTOCORP LTD” SUBMITTED to VISVESVARAYA TECHNOLOGICAL UNIVERSITY

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SALES PROMOTION STRATEGIES at HERO MOTOCORP LTD” SUBMITTED to VISVESVARAYA TECHNOLOGICAL UNIVERSITY PROJECT REPORT A STUDY ON “SALES PROMOTION STRATEGIES AT HERO MOTOCORP LTD” SUBMITTED To VISVESVARAYA TECHNOLOGICAL UNIVERSITY IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF DEGREE In “MASTERS OF BUSINESS ADMINISTRATION” By RAVI K.P (1NZ13MBA20) UNDER THE GUIDANCE OF INTERNAL GUIDE EXTERNAL GUIDE PROF. NIVIYA FESTON Mr. NAVEEN YADAV. K.L Assistant Professor, NHC Proprietor, Mahaa Motors NEW HORIZON COLLEGE OF ENGINEERING MARATHALLI BANGALORE -560087 BATCH: 2013-15 ACKNOWLEDGEMENT I thank the almighty God for the blessing that have been showered upon me to complete the project successfully. An undertaking of this type is a result of contribution received from a number of people. Never can this reports are claim as my individual effort. No amount of words written will be sufficient and adequate to acknowledge all the people who have provided me with the inspiration, guidance and help during the preparation of the project. Therefore, I extend our deep sense of gratitude towards them. On the period of completion and submission of project I would like to express my deep sense of gratitude to NHCE, VTU for providing me Platform of management studies. I thank to our Principal Dr. Manjunatha for his moral support during the project. I express my heartiest gratitude to my project guide and Director of Management studies Dr. Sheelan Mishra for her full support during the completion of the project report successfully. And I am too glad to my project external guide Mr. Naveen Yadav, Proprietor (Mahaa Motors) providing an opportunity to carryout project on “SALES PROMOTION STRATEGIES AT HERO MOTOCORP LTD ” and also for their help and tips whenever needed. Without his co-operation it was impossible to reach up to this stage. At last, My sincere regards to my parents, friends and the employees of the company who have directly or indirectly helped me in the project. Mr. RAVI K.P TABLE OF CONTENTS SL.NO CONTENTS PAGE NO 1 CHAPTER 1 1-7 2 CHAPTER 2 8-33 3 CHAPTER 3 34-38 4 CHAPTER 4 39-60 5 CHAPTER 5 61-63 6 BIBILOGRAPHY 64 7 ANNEXURE 65-67 CONTENTS CHAPTER PARTICULAR PAGE NO: NO: LIST OF TABLES LIST OF CHART EXECUTIVE SUMMARY 1 INTRODUCTION OF THE STUDY 1-7 1.1 INTRODUCTION OF THE STUDY 1 1.2 TOPIC CHOOEN FOR THE STUDY 3 1.3 NEED OF THE STUDY 3 1.4 OBJECTIVES OF THE STUDY 3 1.5 SCOPE OF THE STUDY 4 1.6 METHODOLOGY 4 1.7 LITERATURE REVIEW 5 1.8 LIMITATION OF THE STUDY 7 2 INDUSTRY AND COMPANY PROFILE 8-33 2.1 INDUSTRY PROFILE 8 2.2 COMPANY PROFILE 11 2.3 VISION, MISSION AND QUALITY POLICY OF THE 17 COMPANY 2.4 PRODUCT AND SERVICE PROFILE 22 2.5 AREA OF OPERATION 23 2.6 SWOT 25 2.7 FINANCIAL STATEMENT 27 2.8 PROFILE OF MAHAA MOTORS 29 3 THEORITIEAL BACKGROUND OF THE STUDY 34-38 THEORITIEAL BACKGROUND 34 4 ANALYSIS AND INTERPRETATION 39-60 5 FINDINGS, SUGGESTIONS, RECOMMENDATION 61-63 AND CONCLUSION 6 BIBLOGRAPHY 64 7 ANNEXURE 65-67 LIST OF TABLE TABLE NO PARTICULARS PAGE NO 4.1 Table showing calculating age in the year. 39 4.2 Table showing calculating Education Qualification. 40 4.3 Table showing Calculating Occupation. 41 4.4 Table showing Calculating Monthly Income 42 4.5 Table showing Calculating purchase a Hero MotoCorp 43 vehicle as per respondents. 4.6 Table showing Calculating it was an old(second hand) / 44 new vehicle as per respondents. 4.7 Table showing Calculating indicate mode of payment 45 4.8 Table showing source of finance. 46 4.9 Table showing Calculating if respondents have changed 47 from any other vehicle to Hero MotoCorp vehicle. 4.10 Table showing what made you to purchase Hero 49 MotoCorp vehicle 4.11 Table showing source of information of new model. 50 4.12 Table showing mileage of the present bike. 51 4.13 Table showing if did you come across any sales 52 promotion activity before purchase 2wheeler. 4.14 Table showing do you think advertising with brand 53 ambassador is more influence in case of 2wheelers. 4.15 Table showing advertising and sales promotion 54 programs of 2wheeler companies are effective. 4.16 Table showing rating of Hero MotoCorp advertisement. 55 4.17 Table showing customer awareness of "Good life card" 56 of Hero MotoCorp. 4.18 Table showing customer satisfaction with the 57 promotional offers like seasonal discounts etc. 4.19 Table showing rating of dealers service. 58 4.20 Table showing customer satisfaction in performance on 59 the vehicle. 4.21 Table showing based on your experience would you 60 advice others to purchase Hero MotoCorp vehicle. LIST OF GRAPH GRAPH NO PARTICULARS PAGE NO 4.1 Graph showing calculating age in the year. 39 4.2 Graph showing calculating Education Qualification. 40 4.3 Graph showing Calculating Occupation. 41 4.4 Graph showing Calculating Monthly Income 42 4.5 Graph showing Calculating purchase a Hero MotoCorp 43 vehicle as per respondents. 4.6 Graph showing Calculating it was an old(second hand) / 44 new vehicle as per respondents. 4.7 Graph showing Calculating indicate mode of payment 45 4.8 Graph showing source of finance. 46 4.9 Graph showing Calculating if respondents have changed 47 from any other vehicle to Hero MotoCorp vehicle. 4.10 Graph showing what made you to purchase Hero 49 MotoCorp vehicle 4.11 Graph showing source of information of new model. 50 4.12 Graph showing mileage of the present bike. 51 4.13 Graph showing if did you come across any sales 52 promotion activity before purchase 2wheeler. 4.14 Graph showing do you think advertising with brand 53 ambassador is more influence in case of 2wheelers. 4.15 Graph showing advertising and sales promotion 54 programs of 2wheeler companies are effective. 4.16 Graph showing rating of Hero MotoCorp advertisement. 55 4.17 Graph showing customer awareness of "Good life card" 56 of Hero MotoCorp. 4.18 Graph showing customer satisfaction with the 57 promotional offers like seasonal discounts etc. 4.19 Graph showing rating of dealers service. 58 4.20 Graph showing customer satisfaction in performance on 59 the vehicle. 4.21 Graph showing based on your experience would you 60 advice others to purchase Hero MotoCorp vehicle. EXECUTIVE SUMMARY The project is all about the A Study on “SALES PROMOTION STRATEGIES AT HERO MOTOCORP LTD. The Chapter 1 of this project is about the introduction to Internship and Project Title, Objective, Scope, Research Methodology, Literature Review, Limitation The Chapter 2 is about Industry, company background, nature, vision, mission, objectives, products, and Future Perspective of the company. The chapter 3 Theoretical background of the study The chapter 4 deals with Data Analysis and Interpretation covering the calculation by using charts. The Chapter 5 deals with Findings, conclusion and suggestions CHAPTER - 1 INTRODUCTION ON INTERNSHIP SALES PROMOTION STRATEGIES AT “HERO MOTOCORP” LTD 1.1 Introduction Many of you must be puzzled about promotion and sales promotion. Promotion is a broad term, and covers the entire range of promotion, publicity, public relations, personal selling and sales promotions. Sales promotion is thus a part of promotion, and is restricted, to straight incentives on a short-term basis given to consumers or trade so as to encourage the purchase of products and services. Luich and Ziegler define sales promotion as ‘a direct incentive which offers an extra value and incentive for the product and sales force, distribution, or the ultimate consumers’. (sales Promotion and Modern Merchandising, N.Y.McGraw Hill 1968,p.4). Sales promotion, in other words, is a marketing activity that adds to the basic value of the product or service for a limited period of time and directly stimulates purchasing by the target audience. The direct incentives cover a whole package of coupons, price-offs, premiums, longer quantity, trading stamps, free gifts, display, shows, explanations and protest. Sales promotion serves to fill the gap between advertising and personal selling by co-ordination and supplementation of the efforts in these two areas. Though publicity explains the logic behind buying, sales promotion offers us an incentive to do so. Sales promotion operates at three levels. (1) At the levels of consumer, it is called consumer promotion free gifts, samples, price-offs. (2) At the level of dealers and distribution, it is called trade promotion, e.g., free goods, display contests, dealer sales contests, push money etc. (3) At the level of sales persons, it is called sales force promotion, e.g., salesmen’s contests, bonus, sales rallies. Individual selling and marketing often work closely with one more promotion tool, sales promotion. Sales promotion consists of short-term incentives to encourage purchase or sales of a product or service. While promoting offers reasons to buy a product or service, sales promotion offers reason to buy now. Examples of sales promotion are found everywhere. A self-supporting insert in the Sunday newspaper contains a coupon present $1 off Folgers coffee. An e-mail from EddieBauer.com offers free shipping on your next purchase over $100. The end-of-the-aisle demonstrate in the local supermarket tempts desire buyers with a NEW HORIZON COLLEGE OF ENGINEERING Page 1 SALES PROMOTION STRATEGIES AT “HERO MOTOCORP” LTD wall of Coke cases. An administrative buys a new Sony laptop and gets a free carrying case, or a family buys anew traveler and receives a factory rebate of $1,000. Sales Promotion has been recognized as a lubricant to sales efforts. It comprises broad ranges of practical promotional tools of short term incentive nature designed to stimulate earlier or strong prospective buyer’s responses.
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