ppt of ps srinu
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A FINAL PRESENTATION ON MANAGEMENT THESISA FINAL PRESENTATION ON MANAGEMENT THESIS
A COMPARATIVE STUDY ON SALES PROMOTIONALA COMPARATIVE STUDY ON SALES PROMOTIONAL
STRATEGIES FOLLOWED BY ICICI LOMBARD AND RELIANCESTRATEGIES FOLLOWED BY ICICI LOMBARD AND RELIANCE
GENERAL,GUNTUR.GENERAL,GUNTUR.
Under the faculty supervision of:Under the faculty supervision of:Miss CH.HYMA (Faculty Guide)Miss CH.HYMA (Faculty Guide)
ICFAI NATIONAL COLLEGEICFAI NATIONAL COLLEGE
GUNTURGUNTUR
submitted bysubmitted by
P.S.SRINIVASA RAOP.S.SRINIVASA RAO
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OBJECTIVES OF THE STUDYOBJECTIVES OF THE STUDY
To compare and analyze the various sales promotional strategies followed
by ICICI Lombard and Reliance General Insurance, Guntur.
To understand the effectiveness of sales promotional strategies of the
respective companies.
To present the findings of the study to the organization on customerperception on sales promotional strategies.
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LIMITATIONSLIMITATIONS
Time limitation is the main constraint.
The data given by the respondents may or
may not be correct.
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SUMMARYSUMMARY
Promotional strategies are playing very important role in thedevelopment and growth of the company. Promotional activities willnot only generate business to the organization but also create brandimage of the company in the society. The Promotional tools that arewidely used by organization for their marketing activities include
Sales promotional activities, Advertising, Public relations, Personalselling, Publicity and Direct marketing.
The report consists on analysis of Sales Promotional strategiesfollowed by ICICI Lombard and Reliance General. An attempt hasmade to understand the meaning and the use of Sales Promotionaltools and the relevant strategies followed by insurance companies
ICICI Lombard and Reliance General,Guntur.
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Research MethodologyResearch Methodology
Primary data is first hand information which iscollected through a questionnaire designed forthe specific purpose by conducting direct
personal interview. The questions are open-ended and closed
ended in nature. Collecting information from thesales executives and management of ICICI
Lombard and Reliance General. Secondary data is collected from Internet,reference books, magazines, journals andcompanys brochures and leaf lets.
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EMPIRICAL ANALYSISEMPIRICAL ANALYSISPromotional
ToolsICICILombard
RelianceGeneral
Sales
promotion
20% 15%
Advertising 40% 45%
Personal
selling
30% 35%
Direct
Marketing
10% 5%
Sales
pro
motio
Adv
ertis
ing
Perso
nals
ellin
Dire
ctMarke
ting
ICICI Lombard
Reliance General0
10
20
30
40
50
ICICI Lombard
Rel iance G eneral
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PERCENTAGE OF USAGE OF SALES PROMOTIONAL STRATEGIESPERCENTAGE OF USAGE OF SALES PROMOTIONAL STRATEGIES
TableTable--22
Sales
promotion
strategies
ICICI
Lombard
Reliance
General
Trade shows 40% 45%
Event sponsorship 30% 35%
Coupons 20% 15%
Discounts 10% 5%
Rebates 0% 0%
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PERCENTAGE OF USAGE OF ADDITIONAL ACTIVITIES DURINGPERCENTAGE OF USAGE OF ADDITIONAL ACTIVITIES DURING
FESTIVAL SEASONFESTIVAL SEASON
TableTable -- 33
ADDITIONAL
ACTIVIES
ICICI
LOMBARD
RELIANCE
GENERAL
Door to door
campaign
25% 20%
Offering free gifts 30% 35%
Conducting trade
fairs
30% 35%
Offering temporary
price discounting
15% 10%
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PERCENTAGE OF BUSINESS GENERATED FROM SALESPERCENTAGE OF BUSINESS GENERATED FROM SALES
PROMOTIONAL TOOLSPROMOTIONAL TOOLS
TableTable--44
Sales
promotion
strategies
ICICI Lombard Reliance
General
Trade shows 15% 25%
Event sponsorship 45% 40%
Coupons 30% 20%
Discounts 10% 15%
Rebates 0% 0%
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FINDINGSFINDINGS
ICICI Lombard and Reliance General Insurancehave good brand image.
Because of their top position in the mutual fundindustry customers are willing to invest.
Customers are well aware of the companiesthrough their sales promotional strategies.
Companies could boost up their sales throughsales promotional strategies.
Sales promotional strategies help the companiesto attract new customers as well as increasetheir business.
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SUGGESTIONSSUGGESTIONS
Companies should create awareness aboutGeneral Insurance through media
Companies should invest more on sales
promotional strategies to increase their business Companies should maintain cordial relationship
with the customers after sales and pre sales
Companies should not only follow the sales
promotional strategies in festival season but alsothey should follow these strategies in all thedays
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CONCLUSIONCONCLUSION
ICICI Lombard and Reliance General are promoting their products
by making use of the sales promotional strategies like trade shows,
event sponsorships, coupons, discounts etc.
The sales promotional strategies that are followed by both the
companies have generated lot of income for the company and
helped the company to expand its business world wide. Each
company got recognition for its sales promotion strategies. The
companies are good at their sales promotional strategies, inventing
new strategies, increasing business day by day and generating
revenue.
The sales promotional strategy is an indispensable one for eachcompany to promote their products without which the company can
no longer exists. Even though they are intangible in nature one
cannot avoid them.
Ultimately sales promotional strategies play an important role in
generating the business and remain as a back bone to the company.
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