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A SUMMER INTERNSHIP PROJECT REPORT ON
Market Strategy Of Care Certification Pvt. Ltd
ti
Presented By
Sumanta BhunyaBBA 2008-2011
Reg. No-
Trident Academy of Creative TechnologyCHANDAKA INDUSTRIAL ESTATE, NEAR INFOCITY, PATIA
BHUBANESWAR-751030, ORISSA
Submited to the
Biju Patnaik University of Technology
(IN PARTIAL FULLFILLMENT OF THE MASTER IN BUSINESS
ADMINISTRATION)
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Under the Guidance of
ACKNOWLEDGEMENT
I feel great pleasure for the completion of this project. At the very outset I
would express my sincere thanks and deep sense of gratitude to personnel who
helped me during the collection of data and gave me rare and valuable
guidance for the preparation of this report.
I take this opportunity to express my deep sense of gratitude and appreciation
to my Internal project guide Prof. Nilima Das
(Markting Faculty) for assistance, motivation, and being a continual source
of encouragement for me.
It has been an enriching experience for me to undergo my summer training at
Care Certification Pvt.Ltd, which would not have possible without the
goodwill and support my project guide for his timely guidance, cooperation
and encouragement.
I also express my gratitude towards my parents and sincere thanks to my
friends, well wishers for their encouragement and kind co-operation tocomplete this report.
INTERNAL GUIDE
Prof. Nilima DasTrident Academy Of Technology
EXTERNAL GUIDE
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DECLARATION
I, Sumanta Bhunya studying at TACT (Trident Academy of Creative
Technology),Bhubaneswar, solemnly declare that the project work titled- Market Strategy of Care Certification Private Ltd was carried out by me at
Kolkata, in partial fulfillment of the BBA program(2008-11).
This program was undertaken as a part of academic curriculum according to
the University rules and norms and by no commercial interest and motives.It
has not been submitted previously for the award of any degree to any
other institution or published any time before .
Sumaunt Bhunya
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GUIDECERTIFICATE
This is to certify that Mr. Sumanta Bhunya of Trident Academy
of Creative Technology, bearing Reg No . has
successfully completed the project work titled Market
Strategy Of Care Certification Private Limited in
partial fulfillment of requirement for the completion of BBA
course as prescribed by the Utkal University, Orissa.
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This project report is the record of authentic work carried out
by him during the period from 28.07.2010 to10.09.2010.
He has worked under my guidance.
Signature
Name: Prof. Nilima Das
Project Guide-Internal
Date:
TABLE OF CONTENTS
SR. NO. PARTICULARS PAGE NO.
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1 BACKGROUND OF THE STUDY
The BBA degree is well structured and integrated course of business studies. The main objective of
practical training at BBA level is to develop skill in student by supplement to the theoretical study
of business management in general. Industrial training helps to gain real life knowledge about the
industrial environment and business practices. The BBA program provides student with a
fundamental knowledge of business and organizational functions and activities, as well as an
exposure to strategic thinking of management.
In every professional course, training is an important factor. Professors give us theoretical
knowledge of various subjects in the college but we are practically exposed of such subjects when
we get the training in the organization. It is only the training through which I come to know that
what an industry is and how it works. I can learn about various departmental operations being
performed in the industry, which would, in return, help me in the future when I will enter the
practical field.
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Training is an integral part of BBA and each and every student has to undergo the training for 45
days in a company and then prepare a project report on the same after the completion of training.
During this whole training I got a lot of experience and came to know about the management
practices in real that how it differs from those of theoretical knowledge and the practically in the
real life.
In todays globalize world, where cutthroat competition is prevailing in the market, theoretical
knowledge is not sufficient. Beside this one need to have practical knowledge, which would help an
individual in his/her carrier activities and it is true that Experience is THE best teacher.
OBJECTIVE OF THE STUDY
Each and every journey has its own destination. Without destination there is no means of journey.
Similarly, every research has some prefixed objectives every step taken by the researcher during
research period is always directly or towards the objective.
The reason and purpose of this study is to find the gap between the theoretical and practical aspects
of business management. The study offers the opportunity to the student of the management to
develop the required skills and sight for making the best use of experience and judgment to
practical life. This study also completes the essentials formalities of our BBA degree.
Therefore, as far as my topic Market Strategy of Care Certification is concern the major
research objective can be cited as follows:-
To care and contact with the working of an organization to see the different types of
marketing activities. The main emphasis is one the sales promotional aspect of the
organization and competitive advantage.
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To identity the potential customers of Care certification Private Ltd.
To identify and analyses the water purifier provided by competing water purifier
companies.
To study the present position Care certification Private Ltd. in kolkata
To understand the problem Care certification Private Ltd. in kolkata
To know the customer adaptability with the product
To know about product price place promotion of Care certification Private Ltd. in kolkata
To offer suggestion based on survey finding
NEED OF THE STUDY
Marketing strategy is a method of focusing an organization's energies and resources on a course
of action which can lead to increased sales and dominance of a targeted market niche. A marketing
strategy combines product development, promotion, distribution, pricing, relationship management
and other elements; identifies the firm's marketing goals, and explains how they will be achieved,
ideally within a stated timeframe. Marketing strategy determines the choice of target market
segments, positioning, marketing mix, and allocation of resources. It is most effective when it is an
integral component of overall firm strategy, defining how the organization will successfully engage
http://en.wikipedia.org/wiki/Marketing_mixhttp://en.wikipedia.org/wiki/Marketing_mix -
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customers, prospects, and competitors in the market arena. Corporate strategies, corporate missions,
and corporate goals. As the customer constitutes the source of a company's revenue, marketing
strategy is closely linked with sales. A key component of marketing strategy is often to keep
marketing in line with a company's overarching mission statement.
'When you fail to plan, you're planning to fail,' holds a mountain of truth which explains that
without planning you cannot decide what you are trying to accomplish. It also explains difference
between a marketing strategy and a marketing plan. The minute you begin taking action any action
to generate sales, you have a marketing strategy and the action you take is your strategy. Only by
questioning yourself about the effectiveness of your current strategy can you open yourself to a
much more effective and profitable strategy.
The 45 days summer training is very important for a student of BBA. This type of study
gives some practical knowledge to BBA students and practical knowledge has more
relevance than theoretical knowledge for anyone.
SCOPE OF THE STUDY
I had done my project training in Care certification Private Ltd. In kolkata. This topic given to
me was regarding marketing strategy activities of the company. I collected information
regarding various aspect ofCare certification Private Ltd. in kolkata i.e. product, price, place,
promotion. The study conducted by me has helped in enhancing my skill and thinking
power.
http://en.wikipedia.org/wiki/Strategic_managementhttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Mission_statementhttp://en.wikipedia.org/wiki/Strategic_managementhttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Mission_statement -
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The main scope of study is to ascertain the various methods to increase the sales volume of
the concern. The methods include regular information to the buyers creating a brand
position one of the important aspects of this study is also to increase the market segment
for the Care certification Private Ltd. in kolkata.
As a researcher, I had meet and try to disclose the expectation the retailers as well as of the
consumers with special reference to Care certification Private Ltd. in kolkata.
As a researcher, during this training period I had co-related my theoretical aspects into
practical one. After knowing the actual problems, now I am able to solve it in effective and
efficient manner.
METHODOLOGY
Marketing research is the systematic design, collection, analysts and reporting of data and
findings relevant to a specific marketing situation facing the company. During the
Summer Internship Project period, information regarding data collection have informed
from the sales executive of , Care certification Private Ltd. In kolkata, and from the internal
guide, Trident Academy of creative Technology, Bhubaneswar. Primary data has collected
during the Summer Internship Project from the retailers and customer who were selling and
purchasing Care certification Private Ltd. in kolkata.
Conducting field and survey by taking to the retailers & customers who is using to deal
with the product of company and the methodology used in the survey was personal
observation and interview with the customers with the help of questionnaire.
RESEARCH DESIGN
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Research design is a framework or blueprint for conducting the marketing research project
IT details the procedure necessary for obtaining the information needed to structure and/or
to solve marketing research problems.
The two general types of research are:
Exploratory
Conclusive
The objective of exploratory research is to provide insights into and understanding of the
confronting the researcher, the objective of conclusive research is to test specific
hypothesis and examine specific relationships.
There are two general type of conclusive research :
Descriptive
Causal
SOURCES OF DATA
Data requires for the research work can be made available from the different sources, they
could be classified in to two groups.
Primary Sources: Include living person, my survey primary sources constituted of
the retailers who used to deal with water purifier of different companies.
Secondary Sources: Include already collected data whether published,
unpublished, such as official database, magazines and journals.
SAMPLING
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When a small group is taken as the representative of the whole, the study sampling study
sampling allows us to concentrate our attention upon to ensure tie information collected
from them is accurate. When the whole area or population of person is contacted the
method is known as census method. In my survey it was census method because I was an
assigned a job to do survey in kolkatta city area and to take feedback of all those person
who are using Care certification Private Ltd. In kolkata.
SAMPLE SIZE
My sample size is of 100 samples.
DATA COLLECTION TOOLS
The collection of data required though
Questionnaire
Personal Interview
Observation
QUESTIONNAIRE
It is piece of paper with a set of questions related to the purpose of research, which is
presented to the respondent. The questionnaire used in my survey had close-ended
questions.
PERSONAL INTERVIEW
It is a process of communications or interaction in which generally two are involved and it
was a face-to-face interaction.
In my survey the questionnaire was presented before the respondent and response was thus
collected and it was face-to-face interaction.
OBSERVATION METHOD
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When we look at the phenomenon with some objective it is, called observation. It is the
important techniques of data collection. This method was a SQ accompanying survey to
know the exact position or responses of the respondents.
TIME SPAN OF THE FIELDWORK
The fieldwork carried out in a span of 45 days
LIMITATION
As I was asked to carry on my vacation training, I found the following limitation
during my training periods. So I could not collect every information regarding my
topic
Shortage of time factor was one of the biggest constraints.
Most stress was given on the primary data, as it was difficult to collect secondary
data from organization and customers.
The biased view of the respondent.
For the lack of my proper knowledge of project working, might have fallen short
of giving best.
All types of consumer are not covered and converted
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The study is not free from limitation of accuracy & time
Only 100 customer are surveyed
The study is confined only in kolkatta
Non cooperation of customer and staff
Non availability of relevant data for given year
Company Profile
Care Certification Private Ltd is a global provider of management systems assessment,
certification in:
ISO 9001:2008
ISO 14001:2004
ISO 22000:2005
OHSAS 18001:2007
ISO 13485:2003
ISO 27001:2005
Care Certification Private Ltd is fully funded through charges that we make for the services
that we deliver. Care Certification Private Ltd offer certification and recognition of
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management systems,Without bias, discrimination or prejudice.
Care Certification Private Ltd is promoted by industry professionals, the promoters are
committed to provide service to the Satisfaction of its customers in accordance with the
best national and international norms registration services to the customer in order to
recognize the necessity of system management through the value-added audit.
Care Certification Private Ltd performs all assessment and registration services with the
help of dedicated & experience Auditors conformance to the rules of the accreditation
according to International Norms. It is committed to provide equal opportunity to all the
applicants with highest regard to transparency, integrity, and confidentiality.
Care Certification Private Ltd is a world leader in quality, environmental, health, food,
information, medecine and safety management systems registration.
Care Certification Private Ltd internationally accredited in an extensive range of
industries.
Care Certification Private Ltd have completed thousands of registrations in management
system program.
Audits focus on customer satisfaction, business goals and objectives.
Care Certification Private Ltd one of the fastest growing Corporate Business in the world.
Care Certification Private Ltd bring real-world knowledge and practical experience to
auditing program.
Care Certification Private Ltd process is about making sure you meet internal business
goals and objectives, customer requirements, and conform to the standard.
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they offer value-added auditing. their approach ensures that their audits focus on areas
important to their business.
Care Certification Private Ltd lead auditors are assigned to your organization.
Our stringent auditor training and on-going evaluations ensure consistency of your
audits.
Marketing Strategy
Marketing strategy is a method of focusing an organization's energies and resources on a
course of action which can lead to increased sales and dominance of a targeted market
niche. A marketing strategy combines product development, promotion, distribution,
pricing, relationship management and other elements; identifies the firm's marketing goals,
and explains how they will be achieved, ideally within a stated timeframe. Marketing
strategy determines the choice of target market segments, positioning, marketing mix, and
allocation of resources. It is most effective when it is an integral component of overall firm
strategy, defining how the organization will successfully engage customers, prospects, and
competitors in the market arena. Corporate strategies, corporate missions, and corporate
goals. As the customer constitutes the source of a company's revenue, marketing strategy is
closely linked with sales. A key component of marketing strategy is often to keep
marketing in line with a company's overarching mission statement.
Basic theory:
1. Target Audience
2. Proposition/Key Element
http://en.wikipedia.org/wiki/Marketing_mixhttp://en.wikipedia.org/wiki/Strategic_managementhttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Mission_statementhttp://en.wikipedia.org/wiki/Marketing_mixhttp://en.wikipedia.org/wiki/Strategic_managementhttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Mission_statement -
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3. Implementation
Tactics and actions
A marketing strategy can serve as the foundation of a marketing. A marketing plan contains
a set of specific actions required to successfully implement a marketing strategy. For
example: "Use a low cost product to attract consumers. Once our organization, via our low
cost product, has established a relationship with consumers, our organization will sell
additional, higher-margin products and services that enhance the consumer's interaction
with the low-cost product or service."
A strategy consists of a well thought out series of tactics to make a marketing plan more
effective. Marketing strategies serve as the fundamental underpinning of marketing plans
designed to fill market needs and reach marketing objectives[5]. Plans and objectives are
generally tested for measurable results.
A marketing strategy often integrates an organization's marketing goals, policies, and
action sequences (tactics) into a cohesive whole. Similarly, the various strands of the
strategy , which might include advertising, channel marketing, internet marketing,
promotion andpublic relations can be orchestrated. Many companies cascade a strategy
throughout an organization, by creating strategy tactics that then become strategy goals for
the next level or group. Each one group is expected to take that strategy goal and develop a
set of tactics to achieve that goal. This is why it is important to make each strategy goal
measurable.
http://en.wikipedia.org/wiki/Marketing_planhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Marketing_strategy#cite_note-4%23cite_note-4http://en.wikipedia.org/wiki/Marketing_strategy#cite_note-4%23cite_note-4http://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Channel_(marketing)http://en.wikipedia.org/wiki/Internet_marketinghttp://en.wikipedia.org/wiki/Promotion_(marketing)http://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Marketing_planhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Marketing_strategy#cite_note-4%23cite_note-4http://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Channel_(marketing)http://en.wikipedia.org/wiki/Internet_marketinghttp://en.wikipedia.org/wiki/Promotion_(marketing)http://en.wikipedia.org/wiki/Public_relations -
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Marketing strategies are dynamic and interactive. They are partially planned and partially
unplanned that details a company's marketing effort; also called action program, marketing
strategy. The marketing plan may be laid out for an individual product or for the entire
company and all its products. In either case, the plan specifies the marketing goals and
objectives to be achieved over a specific time period and then lays out the various strategies
to be followed in achieving them. It will also delineate the responsibilities for carrying out
the plan. The strategies will involve the proposed development of the product(s), the
definition of the target market(s), and the types of media and sales promotions to be used.
One of the most important concepts of the marketing planning process is the need todevelop a cohesive marketing strategy that guides tactical programs for the marketing
decision areas. In marketing there are two levels to strategy formulation:
General Marketing Strategies
Decision Area Strategies
These set the direction for all marketing efforts by describing, in general terms, how
marketing will achieve its objectives. There are many different General Marketing
Strategies, though most can be viewed as falling into one of the following categories:
Market Expansion
Market Share Growth
Niche Market
Status Quo
Market Exit
General Strategies: Market Expansion
With this strategy marketers look to grow overall sales in one of two ways:
Grow Sales with Existing Products With this approach the marketer seeks toactively increase the overall sales of products the company currently markets. Thiscan be accomplished by:
1. getting existing customers to buy more
2. getting potential customers to buy (i.e., those who have yet to buy)3. selling current products in new markets.
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Grow Sales with New Products With this approach the marketer seeks to achieve
objectives through the introduction of new products. This can be accomplished by:
1. introducing updated versions or refinements to existing products2. introducing products that are extensions of current products
3. introducing new products not previously marketed.
General Strategies: Market Share Growth
This strategy looks to increase the marketers overall percentage or share of market. Inmany cases this can only be accomplished by taking sales away from competitors.
Consequently, this strategy often relies on aggressive marketing tactics.
General Strategies: Niche Market
This strategy looks to obtain a commanding position within a certain segment of the overallmarket. Usually the niche market is much smaller in terms of total customers and sales
volume than the overall market. Ideally this strategy looks to have the product viewed as
being different from companies targeting the larger market.
General Strategies: Status Quo
This strategy looks to maintain the marketer's current position in the market, such as
maintaining the same level of market share.
General Strategies: Market ExitThis strategy looks to remove the product from the organizations product mix. This can beaccomplished by:
1. selling the product to another organization
2. eliminating the product the company's product offerings
Decision Area Strategies
These are used to achieve the General Marketing Strategies by guiding the decisions within
important marketing areas (product, pricing, distribution, promotion, target marketing). Forexample, a General Marketing Strategy that centers on entering a new market with new
products may be supported by Decision Area Strategies that include:
Target Market Strategy employ segmenting techniques
Product Strategy develop new product line
Pricing Strategy create price programs that offer lower pricing versus competitors
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Distribution Strategy use methods to gain access to important distribution partners
that service the target market
Promotion Strategy create a plan that can quickly build awareness of the product
Achieving the Decision Area Strategies is accomplished through the development of
detailed Tactical Programs for each area. For instance, to meet the Pricing Strategy thatlowers cost versus competitors products, the marketer may employ such tactics as:
quantity discounts, trade-in allowances or sales volume incentives to distributors.
A strong brand offers many advantages for marketers including:
Brands provide multiple sensory stimuli to enhance customer recognition. For
example, a brand can be visually recognizable from its packaging, logo, shape, etc.
It can also be recognizable via sound, such as hearing the name on a radioadvertisement or talking with someone who mentions the product.
Customers who are frequent and enthusiastic purchasers of a particular brand are
likely to become Brand Loyal. Cultivating brand loyalty among customers is theultimate reward for successful marketers since these customers are far less likely to
be enticed to switch to other brands compared to non-loyal customers.
Well-developed and promoted brands make product positioning efforts more
effective. The result is that upon exposure to a brand (e.g., hearing it, seeing it)customers conjure up mental images or feelings of the benefits they receive from
using that brand. The reverse is even better. When customers associate benefits with
a particular brand, the brand may have attained a significant competitive advantage.In these situations the customer who recognizes he needs a solution to a problem
(e.g., needs to bleach clothes) may automatically think of one brand that offers the
solution to the problem (e.g., Clorox). This benefit = brand association provides a
significant advantage for the brand that the customer associates with the benefitsought.
Firms that establish a successful brand can extend the brand by adding new
products under the same family brand. Such branding may allow companies tointroduce new products more easily since the brand is already recognized within the
market.
Strong brands can lead to financial advantages through the concept of Brand Equityin which the brand itself becomes valuable. Such gains can be realized through the
out-right sale of a brand or through licensing arrangements. For example, Company
A may have a well-recognized brand (Brand X) within a market but for somereason they are looking to concentrate their efforts in other markets. Company B is
looking to enter the same market as Brand X. If circumstances are right Company A
could sell to Company B the rights to use the Brand X name without selling anyother part of the company. That is, Company A simply sells the legal rights to the
Brand X name but retains all other parts of Brand X, such as the production
facilities and employees. In cases of well developed brands such a transaction may
carry a very large price tag. Thus, through strong branding efforts Company Aachieves a large financial gain by simply signing over the rights to the name. But
why would Company B seek to purchase a brand for such a high price tag? Because
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by buying the brand Company B has already achieved an important marketing goal
building awareness within the target market. The fact the market is already be
familiar with the brand allows the Company B to concentrate on other marketingdecisions.
We provide more detail on branding in the Managing Products tutorial with a specialemphasis on the strategies marketers follow in order to build a strong brand.
http://www.knowthis.com/principles-of-marketing-tutorials/managing-products/http://www.knowthis.com/principles-of-marketing-tutorials/managing-products/