goldmedal pvt ltd

8/17/2019 Goldmedal PVT Ltd.

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1.1 HISTORY OF ELECTRICAL INDUSTRY:

Electricity is one of the most necessary items of living. Today we

cannot imagine anything without electricity. It is required to perform

day-today activities. Electricity is useful in lighting, fan, computers,

train etc. It is important and so important are the conductors. The

Conductors are those which allow current to pass through them.

These are the points which regulate the flow of electricity. These are

also called electrical equipments and accessories or electrical

products.

ORIGIN OF ELECTRICAL INDUSTRY:

The starting point of electrical industries is the great invention of

electrical bulb in 1!" by Thomas #lva Edison. This invention made

the world to $now the power of electricity, and these helped for the

invention of many other electrical items li$e fans, lightings, wires and

cables, meters and so on. Electrical industry is one of the most

developed industry and many new inventions are yet in the induction

stage. %eneral Electrical &%E' is the largest manufacturer of

electrical items and #nchor is the largest manufacturer of switches in

the world.

1.2.1 ELECTRICAL INDUSTRY IN INDIA:

(irst electric industry in India was )I*+)#* E+ECT*IC

C/#0 /2T.+T3. Electricity is one of the most necessary items

of living. Today we cannot imagine anything without electricity. It is

required to perform day-today activities. Electricity is useful in

lighting, fan, computers, train etc. It is important and so important

are the conductors. The Conductors are those which allow currentto pass through them. These are the points which regulate the flow

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of electricity. These are also called electrical equipments and

accessories or electrical products. Electrical industry has the history

of more than 45 years in India. In 16457s the distribution of electricity

was confined to a limited area. nly big cities have the power plants

and the level of electrical mar$ets. In 164" seeing big opportunities

in this mar$et, (inole8 group started the wire coil production and

gained mar$et by introducing multi stand cables for house wiring. #t

the beginning only single copper wire was used for transmission of

current which was changed in modern stage to leaded copper wire.

0ow there are different varieties of wire coils and other materials

available relating to electricity and more than 955 firms and

companies producing wire coils with different names.

:hen electricity was first introduced in India, the blac$ coloured

tumbler switch with porcelain base dominated the Indian premises.

This was during 16457s and 16"57s when electricity was reaching

different parts of the country. There e8isted a high degree of

dissatisfaction about these switches, as they were hard to operate

and lac$ed in aesthetics. These tumbler switches were installed on

wooden surface mounting bo8 and wiring was done with the help of

batten strips &/atti'.It also offers you the fle8ibility of adding or

removing functions to adapt to your changing needs. (or e8ample,

you could easily replace a "# with a 1"# switch or replace one two

modular soc$et with two single modular switches.

The latest trend in modular switches is that of a smooth scoreless

appearance. ome companies are even offering a complete range

of wiring solutions that include switches; truc$ing and 23I &2oice

3ata Image' structured cabling system. %radually the Indian switch

mar$et is upgrading to modular switches.In additions to switches and

wire coils, there are a number of items which helps in the smooth

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running and efficient usage of electricity and power. The big names

in Indian mar$et if electrical products manufacturer are growth in the

year ?511 from @an Amar. It has registered a growth of 14 percent in

?515-?511 &4.!9 percent in ?556-?515'. #s compared to the same

period for the year ?554-5".

The well conceived #/3*/ programme and passing of Electricity

#ct ?559 have provided a ray of hope to the industry. #lmost all

sectors of electrical industry are indicating growth. /roduct li$e

meter shows technology shift, as there is more demand for static

meter than conventional electromagnetic meter.

The general buoyancy in the Indian Economy would then create a

demand for electrical products through growth of general industrial

and economic development. (rom the e8periences of the past few

years, it can be confidently said that the Indian industry has faced

the critical challenges well and survived in the most difficult times. In

current favourable mar$et scenario today, the electrical industry can

certainly loo$ forward for growth.

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1.2.3. GROWTH OF ELECTRICAL INDUSTRY IN A.P :

#fter the evolution of electrical industry in #ndhra /radesh, the

business of electrical goods has increased at a very fast pace. The

electrical mar$et has developed a lot in the past 14 years. /reviously

there were no advertisements and promotion media available. The

only media then available was personal selling. The sales

representative of the company used to go to the firms in cities and

villages and collect the payments and orders. But now with the

advent of modern technology, distribution of electrical goods has

become easier. Today companies invest a fair amount of time and

money on advertisement and thus this promotes the growth of

electrical industry.

Industrial sector registered a growth of 6."> in the first eight months

of the current year pril-0ovember' ?556-15, against 4.9> in the

corresponding period of last year. anufacturing sector recorded a

growth of .!> in #pril-0ovember ?556-15, against .?> in the

corresponding period of last year. The mining and electricity sector

posted growth rates of .9> and ".1> respectively during pril-

0ovember' ?556-15 compared to 9.> and ?.> register during the

corresponding period last year.

1.3. PRESENT POSITION OF ELECTRICAL INDUSTRY:

The domestic mar$et in India is itself large, and one must firstly

satisfy this mar$et with products that meet international quality

standards. :ith increasing globaliDation, every international player is

now operating in India, providing goods and services complying with

international quality. nce we deliver high quality products and

services within the domestic mar$et, accessing the international

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mar$et for e8ports should not pose a serious challenge. The

ElectricalElectronics Industry in India is growing to its full potential in

the coming years and no doubt that India will soon come to be

recogniDed for quality products and services which in turn, will bringthis industry to a position of true leadership.

Indian electrical industry has grown because of governmentFs thrust

on it and also due to overall economic growth. It has also reached a

stage where the industry has demonstrated its capabilities. The

industry has seen a growth of ?5> and should continue at the same

level for the ne8t few years.

1.4. PROBLEMS FACED BY THE ELECTRICAL INDUSTRIES :

Increase in price due to entry of new players in mar$et.

Increase in manufacturing capacity by some original

manufactures.

/rofitability and margin of the companies are adversely affected.

/oor distribution networ$ in rural and semi urban areas.

+ow awareness of consumer electronics products in rural India.

Increases in access to internet information.

#vailability of wide range of choices.

Consumers have become quite smart.

They want the products which are easy to handle.

%ood in quality and low price.

They want guarantee for the product they buy.

They want the product which can be used for long years.

They does not end on the sale of the product but continues till theend of guarantee period.

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1.5. GOVERNMENT POLICY TOWARDS ELECTRICAL INDUSTRY:

The sentiment of the industry is generally measured in terms ofresearch intensity, e8port G import capacity, e8pertise development,

infrastructure enhancement, and etc. The entire structure of the

industry is determined by the government policies G provisions

which should be conducive G optimal Indian government has

envisioned augmentation in the capacity of power generation would

be ",455 : in 1?th plan period. # blueprint for investment isdrafted for the distribution G transmission segments with an eye to

domestic electricity plan and the Integrated Energy /olicy.

Enforcement of Electricity #ct ?559, 0ational Electricity /olicy-?554

and proposal of schemes li$e the #/3*/ccelerated /ower

3evelopment and *eform /rogram' G *%%2 &*aHiv %andhi

%rameen 2idyuti$aran oHana' are meant for reducing loss that

ta$es place in transmission and distribution annually owing to

traditional G degraded lines, overloading of the 11 )2 systems,

3istribution transformers and low tension lines and understanding

the intricacy of the various factors and its impact on the demand for

electrical equipment. IEE# &Indian Electrical and Electronics

anufacturers #ssociation' opted /rivate company &/:C' /rice

water house Coopers for evaluating the power sector development

program and its impact on electrical device G equipment industry.

%overnment of India offers central support for strengthening and

elevation of transmission and distribution networ$. ?4> of the proHect

cost is provided as #dditional central plan assistance in form of

%rant to the state utilities.

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Indian %overnment $eeps on pursuing the policy of self-reliance,

laying emphasis on building up indigenous ability, is also dedicated

to development and utiliDation of indigenous capabilities. It follows

the strong policy including encouragement of entrepreneurship,

e8pansion of domestic technology by virtue of significant investment

in *G3, ta$ing in new technology, and scraping the regulatory

system. %overnment is also liberal to foreign investment and

technology collaboration in order to acquire higher technology,

ma8imiDe e8ports, and e8pand the production base.

1.6. FUTURE PROSPECT OF ELECTRICAL INDUSTRY:

The domestic mar$et in India is itself large, and one must firstly

satisfy this mar$et with products that meet international quality

standards. :ith increasing globaliDation, every international player is

now operating in India, providing goods and services complying with

international quality. nce we deliver high quality products and

services within the domestic mar$et, accessing the international

mar$et for e8ports should not pose a serious challenge. The

ElectricalElectronics Industry in India is growing to its full potential in

the coming years and no doubt that India will soon come to be

recogniDed for quality products and services which in turn, will bring

this industry to a position of true leadership. Indian electrical industryhas grown because of %overnment7s thrust on it and also due to

overall economic growth. It has also reached a stage where the

industry has demonstrated its capabilities. The industry has seen a

growth of ?5> and should continue at the same level for the ne8t

few years.

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1.7.1 MAOR COMPANIES WITH THE MAR!ET SHARES:

(inole8 pecialist in wire and cables. It holds

94> of mar$et share.

=oney well Electric is a leading manufacturer and

upplier of wiring it holds 1.?> of

mar$et share.

=avells Energy meters. It holds "1.4"> of

mar$et share.

/hillips anufacturer of lightning and luminary

items. It holds 69.9 of mar$et share.

Crompton leader of (#0 in India over a

decade. It holds 5.6? of mar$et share.

#nchor anufacturer in switches and

accessories. It holds 4!> of mar$et

hare.

1.7.2 LEADING ELECTRICAL COMPANIES:

nited tates, @apan and )orea are the top three electrical and

electronic goods manufacturing country in the world. The nited

tates of #merica is the largest producer of electronic product in the

world, contributing a total share of around ?1>. (urthermore, it

occupies the largest mar$et share with about ?6> in the globalmar$et. The world7s electrical G electronics mar$et siDe was J159.

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billion in ?55", an increase in 15."> from last year. The industrial

electronics industry siDe was J"41.9 billion, contributing around

"?.!> of the total with regard to electronics parts and components

sector, the total mar$et share was J??.! billion i.e. ?!.?> while

home electronics was 15.! billion. ony Corporation, #pple Inc.,

harp Corporation, Toshiba Corporation, atsushita Electric

Industrial co. +td., +% Electronics Inc., *oyal /hilips Electronics 0.2,

#0 Electro co., +td. #nd amsung Electronics co. +imited are

the $ey players of electrical and electronic products in the world

mar$et.

1." SWOT ANALYSIS OF ELECTRICAL INDUSTRY:

S#$%&'#():

# large area is of farmers who require specific electrical product

(or irrigation and agriculture Continuous growth development and innovation of technology

Core sector electrical industry enHoys monopoly for its mar$et

demand, since there e8ists no other substitute for electricity.

eason7s effect is not same all over India. Each electrical

product is compensated by other product. (or e8ample, fans

and coolers are used summer while heaters are used in winter Boom in distribution of electricity.

W %*+&%)):

0o uniform distribution of electricity in far end villages.

Increase in the cost of metals and raw materials

Consumers don7t want to ta$e ris$ to adopt new technology. =igh transportation cost.

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/ower intensive proHects

ost of the industries are located in the areas where raw

material is easily available. o there is no development of

bac$ward areas.

O,,-$#&/#/%):

+arge potentials to distribute mar$et within India, all parts to the

country.

nsaturated demand for infrastructure.

+iberaliDation, privatiDation and globaliDation of many sectors in

the economy.

Boom in the mar$et for electrical products.

T($%*#):

=igh input cost might blunt competitive edges.

neven demand factor.

China factor for global mar$ets.

3econtrol on the prices of metals.

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CHAPTER-2

COMPANY PROFILE

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2.1 CORPORATE PROFILE:

The world is constantly changing. #nd %+3E3#+ has $ept

pace with this change through innovation and a commitment to

quality. #t %+3E3#+, Kuality is not Hust a practice but a way of

life.

%+3E3#+ is a company that has redefined switch manufacturing

in India. :e %+3E3#+ believe in constant innovation and we are

the mar$et leaders in switches and other home electrical

accessories.

(ounded in the year 1665, we have always been in the forefront of

innovative home electrical solutions that have e8ceeded mar$et

requirements and e8pectations.

ur innovations are the result of a strong *G3 team which is further

complimented by an equally dedicated and capable product design

team. ur state-of-the-art manufacturing facilities spread across the

country ensure international quality of each and every product that

carries the %+3E3#+ logo.

ur e8cellent sales team wor$s closely with some of the country7s

leading architects, professional installers and also with our

distributors and regular dealers across India. #ll this is bac$ed by

e8ceptional customer service and an after sales team that ensures

ma8imum customer satisfaction.

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%+3E3#+ is headquartered in umbai, the financial capital of

India.

BELIEF:

#t %+3E3#+ we believe in Kuality. This is reflected right from

the way we function as a team, to the end product that reaches our

customers. Being responsible by using the right eco friendly raw

materials, to the precision in our manufacturing processes. This is

the foundation that we have built our entire business ethics upon.

2.2 HISTORY OF GOLDMEDAL<

Enduringly reliable, a combination of style, elegance and

beauty, consistently bench-mar$ed to the most stringent standards,

aesthetically crafted, and yet created with lasting values in mind.

These are a few essential hallmar$s that distinguish %old edal in

electric field.

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r. @ograH @ain is the Chairman of %old edal. nder his leadership,

%old edal products were diversified from south base to all over the

country.

3I*ECT*< Mr. PRAVEEN JAIN

#*)ETI0% EMECTI2E<

Mr. ANIL JAIN

Mr. BHIMCHAND JAIN

%+3E3#+ is an Indian company leading the international scene

of the high quality electric and electronic equipment

manufacturers.(ounded in 1665 the Company has always been in

the vanguard of innovative solutions in line with the mar$et

requirements and has constantly improved its product range and the

technology of its production units.

The research and development of new solutions, the design and

accurate manufacture of the components, including the assembly

and the efficient sale organiDation allow the %+3E3#+ trade-

mar$ to be offered to Installers, Engineers and #rchitects, as a

functional and appropriate response to the evolving domestic and

industrial installation requirements.

The close collaboration with professional Installer and 3istributors

paves the way of wor$ing in any aspect, improving the common

effort to guarantee the best reliability of the product for the complete

satisfaction of the end Customer.

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The Company headquarters are in umbai, in the province of

aharashtra, where the %eneral anagement are located together

with the other departments< #ccounting, ales and ar$eting, *G3,

+ogistics and /roduction. #ltogether, the employees, G the sales

networ$ include, before and after-sales technical service, all highly

s$illed and trained.

2.3 VISION 0 MISSION <

VISION:

Cables, wires and switches to be the aHor Instrument of

strengthening the construction and building activities and ma$ing

them available safe to its customer available safe.

MISSION:

/rosperity through technical innovations and Customer orientation

with specific focus on Kuality and cost.

%+3 E3#+7s mission is to be leading, global, customer-

focused, innovative, and low cost provider of its services through

distribution channels of the client7s preference in mar$ets where

%+3 E3#+ can create value.

2.4 OBECTIVES:

%+3E3#+ switches and accessories are $nown for its

functionality, elegance and durability. Customer care is their core

philosophy. 3ealer satisfaction is also given equal importance.

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CORPORATE OBECTIVES:

To increase profitability of the firm.

#chieving co-ordination among various programs in the district to

optimiDe resource utiliDation.

To create value for customer with a multi approach.

To lower the cost base further.

To satisfy customer needs by providing

CORPORATE STRATEGY<

1. To increase share in e8isting mar$etable surplus.

2.To survive and grow in the emerging competitive environment

there would be more delegation of wor$ across the organiDation

calling for accountability through well-defined parameters.

3. ar$eting in the district will be intensified for better

remuneration, privatiDing beyond department level.

4. /roductivity improvement by corporate restructuring with change

in managerial system to ma$e people more system dependent

rather than individual dependent.

2.5.1 PRODUCT PROFILE OF GOLDMEDAL<

1. S/#(%)<

The switches category is divided into four types.

a'. P/*&- )/#(%) -$ -$/&*$ )/#(%)< The piano switches had

operating $nobs similar to piano buttons. These switches are

mounted with the help of two screws on the top and bottom.

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b. M/&/ -*$ )/#(%)< These switches are with some

adHustments on the surface. 3ifferent colour plates can be fitted on

the surface area. There is at least 9? colours in this series of %old

medal. This series is called gDifa

c'. I*'% )%$/%)< These are ready to use switches. There is no

need to cut the boards or use 8ylem sheets. These come in standard

siDes and number which we require.

2. W/$% -/):

a'. H-)% /$/&'< =ouse wiring cables are those which are used in

the domestic purposes that are for houses and institutions. The

house wiring consists of ulti-strand cables which consist of wires

with different nomination. There are a number of wires of same

diameter for one siDe. The category can be classified on the basis of

cross sectional areas of conductor li$e 1sq.mm, 1.4sq.mm, ?sq.mm,

?.4sqmm and sq.mm the conductor is copper.

b'. S%$8/% /$%< The service wire is referred to as the wire which

uses aluminium conductors. These are generally three wires or

seven wires in these coils but the diameter of each wire will be same

for one category and differ from other category.

C'. S9%$)/9% *9%< These cables are used in the submersible

motors. These consist of three wires of copper bunched into one,

covered with polyvinyl carbonate &/2C'.

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3. MCB *& DBS:

CB means miniature circuit brea$ers; these are helpful to stop the

e8cess flow of voltage. These are the protectors against overloads

and circuit.

3B7s are the distribution bo8es into which the CB7s are $ept. The

storing capacity will vary according to the requirements.

4. S/#( '%*$ *& ;)% U&/#):

These are placed to protect against the heavy loads and flow of

currents. These were silver cadium plated contacts, Epo8y based

powder coating confirmed to Is< 5"16"!.

5. D--$ (/%)<

3oor chimes or musical bells come under different varieties and

siDes. There are two types of door bells, one type is those which will

wor$ only in present of current called as #c bells. The other type

wor$s even in the absence of current with the help of batteries called

as #c and dc.

6. A


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)it-)at (use

" #/. 3arling witch Indicator

" #/. ast witch Indicator

" #/. :a-:ah witch Indicator

" #/ %lamour witch Indicator

3arling " #/. oc., T.2. Tel-@ac$ G Tel. et

" #/. ..Combined

1" #/. witch

" G 1" #/. oc$et

Cub G Capsule 9-I0-1

Cub G Capsule 4-I0-1

9? #/. 3elu8Cub 3./.witch

3arling )it-)it

3arling Electronic 3immer

3arling 1"# witch" G 1" oc$et with hutter

:a-:ah 1" #. witch" G 1" #. oc$et

T.2.#ntenna oc., Tel. et. Tel. @ac$ G Tel. Converter

Electronic 3immer

$irt +amp =older

Ceiling *ose, /endent =older G #daptor

9 /in /lug-Top

:a-:ah 9-I0-1 G 4-I0-13arling 9-I0-1 G 4-I0-1 hutter

3arling 9? #/. 3./.

3arling $irt +amp =older

*oter =older(.(.#daptor

9 /in /lug-Top

? /in top, ale (emale, ulti-/lug, Iron Connector, Transformer G0ight +amp

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1"# urface /ilot witch, oc$et, *ound oc$et G Top

" #/. umo witch Indicator

" #/. umo Cap witch Indicator

(le8 Bo8

Tube-+ight tarter

Bell /ush, BuDDer G 3ing 3ong Bell

Cuc$oo Bird G /arrot Chime

" #/. umo oc$et

umo )it-)at (use

1" #. umo witch " G 1"#. ni. oc$et

umo Elec. 3immer

umo $irt +amp =older

Electronic usical Bell

urface ounting @unction Bo8

%old edal /2C Insulated Cables G :ires... Cables that provide

e8tra measure of safety. The complete wiring system.

%old edal witch %ears... The perfect power control.

%old edal (use nits... Connecting safety to electricity.

%old edal Change ver witches... The perfect power control.

2.5.2 PRICING<

EC0IT 3E(I0E N/rice as the e8change value of a product

or services always e8pressed in money.N To the buyers price is a

pac$age of e8pectation and satisfaction. /rice is not only the

obHective criteria for the consumers for comparing alternative items

and ma$ing the final choice.

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IMPORTANT OF PRICE IN GOLDMEDAL:

THE PRICING OBECTIVES:

/rofit riented<

To achieve a target return on investment,

To ma8imiDe /rofits.

To reduce wastage.

ales /romotion<

In mar$et shares.

aintaining mar$et %rowth in sales

%rowth shares.

2.5.3 PROMOTIONAL ACTIVITES<

ales promotion 14>

/ersonal selling >

/ublicity 1">

#dvertising "4>

THE PROMOTION EFFORTS UNDERTA!EN ARE:

/lacing billboards on the roadsides and wall paintings.

placing stalls in the e8hibition in order to attract customers

%iving gift items li$e bags, caps, t-shirts, $ey chains etc to

dealers to encourage them to increase their performance in

distributing the goods. The gifts are also given to consumers to

increase their buying.

ther methods are discounts, cash discounts, schemes and free

samples to customers.

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ome more methods li$e advertising the brand during the

meeting of builders, electricians and contractors are also ta$en.

2.5.4 PLACE OF GOLDMEDAL PVT LTD

DEFINITION:

# distribution channel consists of the set of people and firms

involved in the transfer title; product moves from producer to ultimate

consumer or business use.N

CHANNELS 0 MODE:

The companyFs mar$eting territory at present comprises the state of

#ndhra /radesh, rissa, adhya /radesh, Tamil 0adu, )erala.

THE DISTRIBUTION CHANNELS ARE::

1. Trade

mall &retail' 3ealers.

Company 3epot.

Consignment ales.

?. 0on-Trade- 3irect consumers

Institutions.

Builders.

%overnment.

MODES OF DELIVERY:

3elivery from the /lant at umbai.

3elivery from the depot 2iHayawada.

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TYPES OF DISTRIBUTION CHANNELS:

1. #uthoriDed dealer networ$.

?. Casual dealers.

9. Consignment sales.

. Builders and Institution.

4. uppliers to %overnment, 3epartment.

2.6 AWARDS AND PRI>ES:

Thursday, #pril , ?515

%oldmedal :ins ?nd /riDe for Best tall - #gainO

The %oldmedal tall &0o. ' won the ?nd priDe for best stall at the

Inside utside ega how ?515 held in (ebruary. The first priDe

went to a landscaping company &tall 0o. 9?' while the third priDe

went to #nchor switches.

The %oldmedal tall saw a record number of visitors - something

that was not a surprise after the response we saw at Elecrama ?515.

:hat was heartening about this, however, was that while Elecrama

catered to the business class, the visitors at Inside utside belonged

to a totally different category< interior designers, architects, the

house owner, and other end consumers. :hile the biggest hit were

the emorio switches, which almost everyone was $een on having

in their homes, the remote switches and systems got as manypeople enquiring about them. #lmost everyone wanted to $now how

much it would cost to have something li$e that in their homesoffices

- which showed that given the right price there will be enough ta$ers

for these products. #s we had priced these at really affordable rates,

we had a healthy number of orders right at the stall.

This is Hust the beginning for the Curve range. %oldmedal will beparticipating in many more events to e8hibit this range of odular

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switches and =ome #utomation ystems. nfortunately we canFt

reveal the dates right here. )eep reading this blog for updates.

%+3E3#+ awarded the ?515 (orce of Ideas #ward for

trategic.

%+3E3#+ was awarded 1st in @IT &@ain International Trade

rganisation' ?511

%+3E3#+ was awarded 9rd priDe in E+ECTIC# ?515.

INTERNATIONAL CERTIFICATIONS:

ur constant care in terms of quality and design has seen us pic$ up

several national and international accolades.

I 6551


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T2

&TechnischerPberwachungs-

2erein'

/roof that

%+3E3#+

sets the

highest

standards in

design and

quality.

II &Bureau of Indian

tandards'

The great care %+3E3#+ devotes to manage and control the

business process - from design to production, from administration to

logistics has awarded us the Kuality ystem Certification I

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% 3+#* /2T +T3.

N%+3 E3#+... B+ ( T*TN

uperior Kuality... ne Commitment... ne 0ame

:e at %old edal driven by sense of commitment and creativity,

strive to better our product ranges from time to time thereby creating

an unforgettable impression in the minds of those who have used

our products. :ith a very strong dealership networ$ spanning the

entire country, %old edal is within your reach. ee our product

range....... you will not settle for anything else.

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2.7 ORGANISATIONAL STRUCTURE OF GOLDMEDAL

CHAIR MAN

MANAGING DIRECTOR

DIRECTOR

FINANCE

DEPARTMENT

PRODUCTION

DEPARTMENT

HUMAN

RESOURCE

DEPARTMENT

MARKETING

DEPARTMENT

FINANCE

MANAGER

PRODUCTION

MANAGER

HUMAN

RESOURCE

MANAGER

MARKETING

MANAGER

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CHAPTER-3

RESEARCH

METHODOLOGY

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3.1 NEED FOR THE STUDY:

Every business organiDation does promotion in one sense

or the other. /romotion is one area which needs continuous reviews,

appraisal and formation of appropriate strategies, according to the

promotion trends and economic conditions.

The study of promotion mi8 helps to $now how the product

is promoted to sell it. :hich way of promotion is effective in

promoting the product. Every business organiDation need to do

promotion for selling its product.

3.2 OBECTIVES OF THE STUDY:

The main obHective for the study is

1.To have an overview on %oldmedal /vt ltd

?. To $now whether promotional activities are successful in

attracting the customers.

9. To $now the cost incurred by the company to sell the

products.

. To $now the effective way of promotion.

4. nderstand the maHor elements of the promotion mi8.

". nderstand the role of promotion in the mar$eting mi8

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3.3 METHODOLOGY:

3.3.1. S-$%) -; *#*:

# research wor$ is carried out on the management of

%oldmedal. The information is collected through questionnaire. The

research methodology consists of two sources.

They are<

1. /rimary data

?. econdary data

1. PRIMARY DATA:

The primary data was collected by me through direct

contact and interaction with the management of the firm. (or this

purpose, I have used Kuestionnaire as an instrument to collect the

primary data i.e. to $now about the impact of all the elements of

promotion mi8

2. SECONDARY DATA:

3ata which has already collected for some other

purpose and which can be used for are necessity is $nown as

secondary data. The data collected from the companyFs records,business wee$lies, magaDines, internet etc., is $nown as secondary

data.

3.3.2. DATA COLLECTION METHODS ADOPTED:

The method of data collection was called T*CT*E3

/E*0#+ I0TE*2IE:. The tool of data collection isquestionnaire.

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?UESTIONNAIRE:

# series of question were prepared with due consideration

to relevant venture $eeping in the mind the respondents time and

efforts. #ll care was given to see that question was simple, brief and

to the point. The entire questionnaire was designed with multiple

choices for facilitating easy selection of options by respondents.

INTERVIEW<

The other method adopted for collecting data was by

interviewing the managers and mar$eting members of the company to

$now about the impact of promotion G even the different element of

promotion mi8.

3.3.3 SAMPLING DETAILS:

ampling area<

The survey was conducted in 2iHayawada city of #ndhra /radesh.

ampling siDe<

The research is based on the data received from ?5 members &including

managers and 1" mar$eting members'.

ampling unit<The managers and mar$eting members of %oldmedal /vt +td in

2iHayawada are ta$en as a sampling unit

ampling technique<

The nature of sampling for the study is simple random sampling

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3.3.4 DATA ANALYSIS METHODS:

The following are the methods used for analysis during the

period of my study<

a. /ercentage method

b. %raphical method

*. PERCENTAGE METHOD:

It refer to a special $ind of ratio, percentage are used in

ma$ing comparison between two or more series of data.

/ercentages are used to determine relationship between the series

of data. (inding the relative difference becomes easier through

percentage. It is e8pressed as


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3.5 SCOPE OF THE STUDY:

The scope of study is confined to 2iHayawada. The scope of study is

1. To $now about the impact of promotion mi8 elements.

?. To $now about the effective way of promotion.

9. To $now the problems in promotion of the product.

. To $now which elements of promotion mi8 plays a vital role.

3.6 LIMITATIONS OF THE STUDY:

1. # period of 4 days is in no way enough to carry out a

proper research and come out with proper results.

?. The area of my study was restricted up to 2iHayawada city

only.

9. It has been assumed that whatever response was obtained

from the respondents were true and best to their $nowledge.

. Confidential management by the management is another

limitation.

4. It is very difficult to get assistance from managers during the

proHect time as they are busy, they do not give much time to

interact.

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CHAPTER 4

PROMOTION MIX AT

GOLDMEDAL PVT LTD

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%oldmedal /vt +td mainly depends on the elements

advertisement and sales promotion to promote their product. The

company started its campaign of promotion in urban areas and now

due to its effective promotional campaign it had created goodreputation and goodwill in the mar$et. It is well $nown in the mar$et

for its uniqueness of switches and accessories. The following are the

elements of promotion mi8 used by %oldmedal /vt +td.

4.1 A8%$#/)/&':

%oldmedal mainly depends on advertisement of its

product for its promotion. It believes in giving advertising in the

newspaper during festivals. Brouchers are distributed while

introducing of new product saying about the product. It advertises its

product through in store display which can be seen in the stores of

wholesalers and retailers selling %oldmedal product. The company

even advertise its product banner ads but in small proportion only.

4.2 ,%$)-&* )%/&':

%oldmedal depends very less on personal selling of itsproduct for its promotion as it has a very high demand of its product

and doesn7t require following personal selling to sell its product. In

the start of its operations in the mar$et the company use to follow

personal selling to ma$e the people aware of the company and its

product through sales representatives and mar$eting intermediaries.

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4.3 S*%) P$--#/-&:

%oldmedal in the start to create demand of its product in

the mar$et it used sales promotion as a tool to promote the product

to the consumers and mar$eting intermediaries. The company

strongly believed in promoting its product through trade shows li$e

Elecrama and @IT, the company showcased its product in those

e8hibitions and got a great response from the consumers who came

to watch the e8hibition and was appreciated for its wor$ and efforts.The company also ta$e part in electrical e8hibitions and ma$e the

people $now more and more about its product. The company even

provide discount coupons in its product to encourage the retailers to

sell the products, it uses coupon system li$e writing certain about of

money on coupons and when the electrician uses the switches and

other product they collect the coupons and show to retailers andcollect the amount written on the coupons. The company provide

free gifts li$e caps, bags to its distributors and retailers for selling its

products.

4.4 P9/ R%*#/-&):

The company maintain its public relations with the people

through magaDines and reports to the public giving information about

the product, it new launches etc. It even give its new launch

information to the people through television, it conduct seminars,

speeches for its distributors and retailers. The company even target

the electricians and conduct seminar for them ma$ing them $now

about the product and its uniqueness.

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The company gets promotion by its corporate image, it has a

very good image in the electrical mar$et and so this image helps the

company for the promotion of its product, even sponsorship helps

the company to promote the company name, the company believes

in sponsorship in college events li$e Bemus, agnova etc and in

religion events. o by sponsorship even the company ma$e its

promotion.

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CHAPTER 4

PROMOTION MIX

AT

GOLDMEDAL PVT LTD

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1. :hich is the best way of advertising the productR

a. 0ewspaper b. Television

c. Brochures d. Banners

R%),-&)%) N-. -;

R%),-&%)

P%$%*'% -;

$%),-&%)

0ewspaper " 95>Television 5>Brouchers ? 15>Banners ?5>

Total 2@ 1@@

Interpretation:

Among 20 marketing officials, 40 e!"ressed that tele#ision is the best

$a% of ad#ertising the "roduct $hile 30 e!"ressed that ne$s"a"er is the

best $a% of ad#ertising $hile 20 of them sa% banners is best $a% of

ad#ertising and 10 sa% brouchers is the best $a% of ad#ertising&

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2. Best newspaper to be used for advertisingR

a. The =indu b. 3eccan chronicle

c. Times of India

Responses No. of

respondents

Percentage of

respondents

The Hindu 7 3!

De""#n Ch$%ni"&e 7 3!

Ti'es %( Indi# ) 3*!

Total 20 100%

Interpretation:Among the marketing officials, 35 sa%s 'he (indu and )eccan *hronicle

is the best ne$s"a"er $hich can be used for ad#ertising $hile 30 sa%s

'imes of +ndia is the best ne$s"a"er for ad#ertising&

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3. 3o you thin$ famous personality helps in advertising the product

effectivelyR

a& es b& -o

RESPONSES NO.OF

RESPONDENTS

Percentage of

Respondents

+es ,2 )*!

N% - *!

Totals 20 1@@

Interpretation:

Among 20 marketing officials, 60 of officials sa% that "ersonalit% hel"s in

ad#ertising the "roduct and 40 of them no that "ersonalit% doesn.t hel" in

ad#ertising the "roduct&

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. :hich way of advertising from internet you preferR

a. :eb banner b. /op-ups/op-under

c. fficial websites

RESPONSES NO.OF

RESPONDENTS

Percentage of

Respondents

/e0 0#nne$s ) 3*!

P%1u1sP%1unde$ 2!

O((i"i#& 4e0 sites 5 !

Totals 20 1@@

Interpretation:

Among 20 marketing officials, 45 of them e!"ressed that official $eb

sites is best $a% of ad#ertising in internet, $hile 30 of them e!"ressed

that /eb banners are best of ad#ertising in internet and other 20 said "o"

u"s"o" under is best for ad#ertising in internet&

5& /hi"h is 0est 4#6 %( 1e$s%n#& se&&in the 1$%du"t8

a& ales "resentations b& +ntermediar% sales "eo"le

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c& 'elemarketing

RESPONSES NO.OF

RESPONDENTS

Percentage of

Respondents

S#&es 1$esent#ti%ns - *!

Inte$'edi#$6 s#&es

1e%1&e

7 3!

Te&e'#$9etin 2!

Totals 20 1@@

Interpretation:

Among 20 marketing officials, 40 of them sa% sales "resentation is best

for "romoting the "roduct, 35 sa%s intermediar% "eo"le are best for

"romoting the "roduct and 25 sa%s that telemarketing is best for

"romoting the "roduct&

). D%es 1e$s%n#& se&&in he&1s in '#int#inin $eu$ "%''uni"#ti%n 4ith

1$esent "ust%'e$s8

#. +es 0. N%

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RESPONSES NO.OF

RESPONDENTS

Percentage of

Respondents

+es ,3 )!

N% 7 3!

Totals 20 1@@

Interpretation:

Among 20 marketing officials, 65 of them sa% %es for "ersonal selling

hel"ing in regular communication $ith "resent customers $hile 35 of

them don.t agree $ith it and sa% no to it&

7. D%es 1e$s%n#& se&&in 1$%"ess he&1s the "%'1#n6 t% in(%$' the "h#nes

in the 1$%du"t &ine t% the "ust%'e$s8

#. +es 0. N%

RESPONSES NO.OF Percentage of

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RESPONDENTS Respondents

+es ,) -*!

N% 2*!

Totals 20 1@@

Interpretation:

Among 20 marketing officials, 80 of them sa% %es that "ersonal selling

hel"s in informing customers about the changes in the "roduct $hile on the

other hand 20 of them sa%s no to it&

-. D%es 1e$s%n#& se&&in he&1s in $e'%:in the d%u0ts ($%' the 'inds %( the

"ust%'e$s8

#. +es 0. N%

RESPONSES NO.OF

RESPONDENTS

Percentage of

Respondents

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C%ntests 3 ,!

F$ee i(ts ,, !

Totals 20 1@@

Interpretation:

Among 20 marketing officials, 55 of officials sa%s free gifts is the best

$a% of sales "romotion, 30 of them sa%s cou"ons are best $a% of sales

"romotion and the other 15 sa%s contests are best $a% of sales "romotion

of the "roduct&

15. ales promotion should be targeted toR

a. ar$eting intermediateries b. 3irect

consumers

c. Both

RESPONSES NO.OF

RESPONDENTS

Percentage of

Respondents

M#$9etin 5 !

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Inte$'edi#te$ies

Di$e"t "%nsu'e$s 2!

B%th ) 3*!

Totals 20 1@@

Interpretation:

Among 20 marketing officials, 45 of them sa%s that sales "romotion

should be targeted to marketing intermediateries, $hile 30 sa%s its should

be targeted to both marketing intermediateries and consumers and the other

25 of them sa%s it should be targeted to direct consumers onl%&

11. :hat $ind of incentives should the company mostly offer to itsdistributor7s n dealersR

a. (ree gifts b. =oliday pac$ages

c. 3iscounts

RESPONSES NO.OF

RESPONDENTS

Percentage of

RespondentsF$ee i(ts ) 3*!

H%&id#6 1#"9#es - *!

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Dis"%unts ) 3*!

Totals 20 1@@

Interpretation:

Among 20 marketing officials, 40 of them sa% holida% "ackages should

be mostl% offered to distributors and dealers $hile 30 of them sa%

discounts and free gifts should be mostl% offered to distributors and dealers&

,2. D% 6%u thin9 ($e;uent&6 use %( s#&es 1$%'%ti%n '#6 h#:e ne#ti:e

i'1#"t %n i'#e %( the "%'1#n68

#. +es 0. N%

RESPONSES NO.OF

RESPONDENTS

Percentage of

Respondents

+es ,- 5*!

N% 2 ,*!

Totals 20 1@@

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Interpretation:

Among 20 marketing officials, 90 of them sa%s that freuent use of sales"romotion ha#e negati#e im"act on the image of the com"an% and 10

sa%s no to it&

,3. /h#t 4i&& 6%u 1$e(e$ (%$ 1$%'%tin 6%u$ 1$%du"t (%$ 1u0&i" $eti%n8

#. T< 0. P$int 'edi#

". R#di%

RESPONSES NO.OF

RESPONDENTS

Percentage of

Respondents

Te&e:isi%n ) 3*!

P$int 'edi# ,2 )*!

R#di% 2 ,*!

Totals 20 1@@

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Interpretation:

Among 20 marketing officials, 60 sa%s that "rint media is best for

maintaining "ublic relation, $hile 30 sa%s tele#ision and the other 10

sa%s that radio hel"s more in maintaining "ublic relation&

,. Sh%u&d the$e 0e #n6 se1#$#te de1#$t'ent est#0&ished (%$ the 1u$1%se %(

"#$$6in %ut 1u0&i"it68

#. +es 0. N%

RESPONSES NO.OF

RESPONDENTS

Percentage of

Respondents

+es ,2 )*!

N% - *!

Totals 20 1@@

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Interpretation:

Among 20 marketing officials, 60 of them sa% that %es there should be a

se"arate de"artment for carring out "ublicit% and 40 of them no to it&

,. /hi"h is the '%st e=1ensi:e 4#6 %( 1$%'%ti%n8

#. Ad:e$tisin 0. Pe$s%n#& se&&in

". S#&es 1$%'%ti%n

RESPONSES NO.OF

RESPONDENTS

Percentage of

Respondents

Ad:e$tisin ,, !

Pe$s%n#& se&&in 2!

S#&es 1$%'%ti%n 2*!

Totals 20 1@@

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Interpretation:

Among 20 marketing officials, 55 of them sa% ad#ertising is the

e!"ensi#e $a% of "romotion, 25 of them sa%s "ersonal selling is the

e!"ensi#e $a% of "romotion and 20 sa%s sales "romotion is the e!"ensi#e

$a% of "romotion&

,). /h#t d% 6%u thin9 4hi"h is the '%st e((e"ti:e 4#6 %( 1$%'%ti%n8

#. Ad:e$tisin 0. Pe$s%n#& se&&in

". S#&es 1$%'%ti%n d. Pu0&i"it6

RESPONSES NO.OF

RESPONDENTS

Percentage of

Respondents

Ad:e$tisin - *!

Pe$s%n#& se&&in 3 ,!

S#&es 1$%'%ti%n 2*!

Pu0&i"it6 2!

Totals 20 1@@

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Interpretation:

Among 20 marketing officials, 40 of officials sa% ad#ertising is the most

effecti#e $a% of "romotion, $hile 25 of them sa%s "ublicit% is most

effecti#e $a% of "romotion, 20 sa%s sales "romotion is the effecti#e $a%

of "romotion and other 15 sa%s "ersonal selling is effecti#e $a% of

"romotion&

,7. D% 6%u thin9 1$%'%ti%n 0$in 0$#nd n#'e t% the "%'1#n68

#. +es 0. N%

RESPONSES NO.OF

RESPONDENTS

Percentage of

Respondents

+es ,) -*!

N% 2*!

Totals 20 1@@

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Interpretation:

Among 20 marketing officials, 80 sa%s %es "romotion bring brand name

to the com"an% on the other hand 20 sa%s no it doesn.t&

,-. D% 6%u thin9 1$%'%ti%ns he&1s in 0$inin #4#$eness %( the 1$%du"t8

#. +es 0. N%

RESPONSES NO.OF

RESPONDENTS

Percentage of

Respondents

+es ,- 5*!

N% 2 ,*!

Totals 20 1@@

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Interpretation:

Among 20 marketing officials, 90 of officials sa% that "romotion brings

a$areness of the "roduct to the "eo"le and 10 sa%s no to it&

,5. D% 1$%'%ti%n 0$in 0$#nd &%6#&t6 #'%n the "ust%'e$s8

#. +es 0. N%

RESPONSES NO.OF

RESPONDENTS

Percentage of

Respondents

+es , 7*!

N% ) 3*!

Totals 20 1@@

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Interpretation:

Among 20 marketing officials, 70 of them sa% %es "romotion brings

brand lo%alt% among the customers $hile 30 of them sa% no to it&

2*. Sh%u&d the "%'1#n6 1$%:ide #n6 1$%'%ti%n#& s"he'es t% the

dist$i0ut%$s (%$ 1$%'%tin the 1$%du"t8

#. +es 0. N%

RESPONSES NO.OF

RESPONDENTS

Percentage of

Respondents

+es , 7*!

N% ) 3*!

Totals 20 1@@

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Interpretation:

Among 20 marketing officials, 90 of officials sa% %es image of thecom"an% hel"s in "romoting the "roduct and 10 of officials sa% no

com"an% image doesn.t hel" in "romoting the "roduct&

22. Is s1%ns%$shi1 he&1(u& in 1$%'%tin 6%u$ "%'1#n6 1$%du"t8

#. +es 0. N%

RESPONSES NO.OF

RESPONDENTS

Percentage of

Respondents

+es , 7!

N% 2!

Totals 20 1@@

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Interpretation:

Among 20 marketing officials, 75 of them sa% %es s"onsorshi" hel"s in

"romotion of the "roduct $hile on the other hand 25 of them sa% no

s"onsorshi" doesn.t hel" in an% "romotion of the "roduct&

23. D% 6%u thin9 1$%'%ti%n %( the 1$%du"t in"$e#se the s#&es %( the

1$%du"t8

#. +es 0. N%

RESPONSES NO.OF

RESPONDENTS

Percentage of

Respondents

+es 2* ,**!

N% * *!

Totals 20 1@@

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Interpretation:

All the 20 marketing officials i&e& 100 agree that "romotion hel"s in

increasing the sales of the "roduct&

2. D% 6%u thin9 e&&in he&1s in 1$%'%tin the 1$%du"t8

#. +es 0. N%

RESPONSES NO.OF

RESPONDENTS

Percentage of

Respondents

+es , 7!

N% 2!

Totals 20 1@@

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Interpretation:

Among 20 marketing officials, 75 of them sa%s %es labelling hel"s in

"romotion of the "roduct $hile the other 25 sa%s no it doesn.t hel" in

"romoting the "roduct&

2. 3o you thin$ attending trade fairs helps in promoting the

company7s productR

a. es b. 0o

RESPONSES NO.OF

RESPONDENTS

Percentage of

Respondents

+es ,2 )*!

N% - *!

Totals 20 1@@

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Interpretation:

Among 20 marketing officials, 60 agree that attending trade fairs hel"s in

"romoting the "roduct and 40 of them sa% no to it&

CHAPTER 6

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FINDINGS

&

SUGGESTIONS

SUGGESTIONS

1. BEST WAY OF ADVERTISING THE PRODUT :

+t $as found that tele#ision ha#e great influence on consumer as it

seems to be the best $a% of ad#ertising "roduct than ne$s"a"er, broucher

and banner&

!. BEST NEWSPAPER FOR ADVERTISING :

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+t $as found that both 'he (indu and )eccan chronicle ha#e eual

influence on ad#ertisement through ne$s"a"er than 'imes of +ndia

ne$s"a"er&

3. PERSONA"ITY IN ADVERTISING THE PRODUT :

+t $as found that "ersonalit% in ad#ertising the "roduct has great

influence on consumer to attract to$ards the "roduct&

#. BEST WAY OF ADVERTISING FRO$ INTERNET:

+t has been obser#ed that com"an% ado"t mostl% official $eb site

rather than $eb site as it has a great influence on consumer than "o"

u"s"o" under and $eb banner&

%. BEST WAY OF PERSONA" SE""ING:

+t $as found that sales "resentation is best $a% of selling the

"roduct ne!t to that is intermediar% sales "eo"le $hich also influence on

consumers and ne!t to it is telemarketing&

&. REGU"AR O$$UNIATION WITH THE HE"P OF

PERSONA" SE""ING :

+t $as found that "ersonal selling ha#e influence in maintaining

regular communication $ith "resent consumers&

'. PERSONA" SE""ING HE"PS IN INF"UENING THE

HANGES IN THE PRODUT:

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+t $as obser#ed that "ersonal selling "rocess ha#e great influence

on the com"an% to inform the changes in the "roduct line to the

consumers&

(. PERSONA" SE""ING HE"PS IN "EARING DOUBTS

ABOUT THE PRODUT:

+t $as obser#ed that "ersonal selling "rocess hel" to remo#e the

doubts from the mind of the consumers relating the com"an% "roduct and

ser#ices&

). BEST WAY OF SA"ES PRO$OTION OF THE PRODUT:

+t $as obser#ed that free gifts ha#e great influence in sales

"romotion than cou"ons and contest offer&

1*. SA"ES PRO$OTION:

+t is obser#ed that sales "romotion is mostl% targeted to marketing

intermediaries than direct consumers&

11. INENTIVES FOR DISTRIBUTORS AND DEA"ERS:

+t is obser#ed that com"an% mostl% offer holida% "ackages to its

distributors and dealers than free gifts and discounts&

1!. FRE+UENT USE OF SA"ES PRO$OTION AND ITS

NEGATIVE I$PAT:

+t has been obser#ed that com"an% agree that freuentl% use of

sales "romotion ha#e a negati#e im"act on com"an% image&

13. $AINTAINING PUB"I RE"ATION:

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+t has been obser#ed that mostl% use "rint media for "romoting

"roduct for "ublic relation rather tele#ision and radio&

1#. SEPARATE DEPART$ENT FOR ARRING OUT

PUB"I RE"ATION:

+t has been obser#ed that maorit% sa% that there should be se"arate

de"artment for "ublicit%, some sa% no because the% feel that $h% to

kee" se"arate de"artment for "ublicit% as it can be made b%

"romotional strategies&

1%. E,PENSIVE WAY OF PRO$OTION:

+t is obser#ed that ad#ertising is most e!"ensi#e for "romotion

rather than "ersonal selling and sales "romotion&

1&. EFFETIVE WAY OF PRO$OTION:

+t is obser#ed that ad#ertising is the most effecti#e $a% of

"romotion than "ersonal selling, sales "romotion and "ublicit%&

1'. PRO$TION BRINGS BRAND NA$E TO THE

O$PANY:

+t is obser#ed that most of the managers sa%s "romotion bring

brand name to com"an%& /hile some sa%s it doesn.t effect on com"an%

brand name, as ualit% of good "ro#ided b% com"an% bring brand name

of com"an% not b% "romotion&

1(. PRO$OTION BRING AWARENESS ABOUT THE

PRODUT:

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+t is obser#ed that "romotion hel"s in bringing a$areness of the

"roduct but some res"ondent sa%s no as the% think it all de"end on

consumer ho$ much the% are interested to kno$ about the "roduct&

1). PRO$OTION BRINGS "OYA"TY TO THE

ONSU$ERS:

+t is obser#ed that "romotion bring lo%alt% in consumers but some

managers sa% no because the% feel that lo%alt% de"end on it ser#ices

and "roduct not on "romotion&

!*. PRO$OTIONA" SHE$E FOR PRO$OTING THE

PRODUT:

+t has been obser#ed that mostl% com"an% "ro#ide "romotional

schemes to the distributors for "romoting the "roduct&

!1. I$AGE OF THE O$PANY IN PRO$OTING THE

PRODUT:

+t is obser#ed that image of the com"an% hel"s in "romotion of the

"roduct and some sa% it doesn.t effect as the% feel "romotion is not

influenced b% com"an% name and it all de"end on "romotion "olic%&

!!. SPONSORSHIP HE"PS IN PRO$OTION:

+t is obser#ed that s"onsorshi" hel"s in "romoting com"an% and

some of them sa%s no as the% state that s"onsorshi" al$a%s doesn.t hel"

in "romoting com"an%.s "roduct&

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!3. PRO$OTION HE"PS IN INREASING THE SA"ES OF

THE PRODUT:

+t is obser#ed that "romotion of the "roduct increases the sales of

the com"an% as the consumer gets to kno$ about the com"an%.s

"roduct and ser#ices&

!#. "ABE""ING HE"PS IN PRO$OTING THE PRODUT:

+t is obser#ed that labelling hel"s in "romoting of the "roduct as

the consumer find the labelling

!%. ATTENDING FAIR TRADE HE"PS IN PRO$OTION OF

THE PRODUT:

SUGGESTIONS

1. BEST WAY OF ADVERTISING THE PRODUT :

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