A PROJECT REPORT ON

“EFFECTIVENESS OF SALES PROMOTION ACTIVITIES OF NRS MERCANTILE SERVICE PVT. LTD. (SONY CENTRE) IN CREATING

CUSTOMER AWARENESS PERTAINING TO SONY BRAVIA”

A project Report submitted in partial fulfillment of the requirements for the award of the Degree of Bachelor of Business Administration (BBA), in North Eastern regional Institute of Management (NERIM), affiliated to Dibrugarh

University and approved by AICTE

Submitted By

WRISHAV THAKURBBA 6TH SEMESTERROLL NO. – 146/11

UNDER THE GUIDANCE OF

ORGANIZATIONAL GUIDE INSTITUTIONAL GUIDE MR. PRITAM SEN MR. SOUMEN NANDI SALES MANAGER ASSISTANT PROFESSOR NRS Mercantile (Sony centre) Dept. of Business Administration

Christian Basti, Guwahati NERIM, Guwahati

NERIM Group Of InstitutionsPadma Nath Sarma Bhawan,

Joyanagar, Khanapara, Guwahati-781022

2014

DECLARATION

I, Wrishav Thakur, hereby declare that the project report entitled “A Study on the effectiveness

of sales promotion activities of NRS Mercantile Service Pvt. Ltd. (Sony Centre) in creating

customer awareness pertaining to Sony Bravia” has been prepared by me during the period of

1st April 2014 to 20th April 2014 and is submitted in partial fulfillment of the requirement of the

award of degree in Bachelors of Business Administration (BBA) of Dibrugarh university.

It is my original work and neither the whole nor any part of this report has been submitted to any

other institution/university related to this similar requirement.

Date: Wrishav Thakur Place: Guwahati BBA 6th Semester

NERIM Guwahati

TO WHOM IT MAY CONCERN

This is to certify that Wrishav Thakur, a 6th Semester student of three years full time Bachelor of Business Administration (BBA) programme, session 2011-14, of NERIM Group of Institutes (Affiliated to Dibrugarh University and approved by AICTE) has prepared his project report entitled “A Study on the effectiveness of sales promotion activities of NRS Mercantile Service Pvt. Ltd. (Sony Centre) in creating customer awareness pertaining to Sony Bravia” under my guidance.

He has fulfilled all the requirements for the completion of the project report.

I wish him success in life.

Date: MR. SOUMEN NANDI Assistant Professor

Department of Business Administration NERIM

ACKNOWLEDGEMENT

It gives me pleasure to express my gratitude to all those who guided and inspired me during the course of my project work. I take this opportunity to express my indebtedness to both my organizational guide and institutional guide for their constant support and suggestions in giving the right shape to this project study.

I welcome this opportunity to express my sincere gratitude to Mr. Pritam Sen, Manager (sales), NRS Mercantile (Sony centre), for not only giving me the opportunity to carry on the project work under his guidance and supervision but also for being a true mentor and making me aware of the depth of this study.

I would also like to thank my institutional guide, Mr. Soumen Nandi, Assistant Professor (Department of Business Administration), NERIM, for his valuable suggestions, guidance and a very supportive attitude throughout the course of my project which inspired me to make this project work a successful one.

I extend my gratitude to my institutional placement coordinator Dr. B.K Choudhury, faculty, NERIM, who helped in giving me his valuable time to complete my project successfully.

Furthermore, I would like to express my gratitude to respected Director Sir, Dr. Jaya Nath Sharma and to respected Dean Madam, Mrs. Sangeeta Tripathi for their love and affection towards me during my stay in NERIM.

Last but not the least, I would like to express my gratitude to my respondents, Parents, friends and all my teachers for supporting me in every ways possible and also for making me competent enough to undertake this project study.

Date: Wrishav Thakur

Place: Guwahati BBA 6th Semester

NERIM

Guwahati - 781022

EXECUTIVE SUMMARY

TOPIC - A Study on the effectiveness of sales promotion activities of NRS Mercantile Service Pvt. Ltd (Sony Centre) in creating customer awareness pertaining to Sony Bravia.

NAME OF ORGANIZATION - NRS Mercantile (SONY CENTRE)

ORGANIZATION GUIDE - Mr. Pritam Sen

NAME OF INSTITUTE - North Eastern Regional Institute of Management (NERIM)

INSTITUTIONAL GUIDE - Mr. Soumen Nandi

DURATION OF RESERCH - 20 Days

OBJECTIVE OF THE STUDY

To study the various sales promotion activities in creating awareness among the customer regarding Sony Bravia.

To examine the impact of sales promotion on customer purchase decision making process with respect to Sony Bravia.

RESEARCH METHODOLOGY:

Sources of data -

Primary data: Questionnaire and Direct interview. Secondary data: Books and Internet.

Sample Size - 40 Respondents.

Sampling Technique - Convenience sampling.

Type of research - Descriptive research

Reference period – 20 days duration of time period was taken to conduct the survey.

Tools of data collection -

Questionnaire Organisational documents Internet

Limitation of the study –

As the project study was carried out for a short duration of time some aspect of the problem could not be explained.

Some responses may have been biased, as some of the respondents were reluctant to participate in the survey or provide the right information.

Adequate secondary data related to the store was unavailable.

MAJOR FINDINGS:

93% customers hold a strong opinion about having a Television in the household today, as it is an important and necessary asset. Television today is seen as synonymous to being in touch with the outer world.

30% of the customers preferred Sony Bravia is usually preferred. In fact, most customers have desired willingness to make a purchase Sony Bravia. But at the same time, Samsung, LG and Panasonic are its major competitors who have almost equal shares in the market.

48% of the customers came to know about Sony Bravia through its advertisement. Newspaper equally played an important role among the other sources. While hoardings and banners did not pay much heed in creating customers awareness.

90% customers have positive impression regarding the benefits of discount made by the company on Sony Bravia.

75% of the customers approves of getting the sufficient discount on Sony Bravia from the company pertaining to Sony Bravia.

45% of the customer holds a neutral opinion about creating an impact, when Sony Bravia is being endorsed by the celebrities, i.e. customers felt that celebrity endorsement does not play much of a role to make a purchase decision.

Majority of customers 90% customers seems to find the quality of Sony Bravia to be excellent as per its advertisement.

90% customers felt delighted and satisfied with the overall experience of NRS Mercantile (Sony centre) outlet and they would like to visit again.

MAJOR SUGGESTIONS:

The company should continue marketing endeavours in T.V., newspaper and magazines, as they are most effective means of promotion.

Among the various sales promotion schemes of the company pertaining to Sony Bravia, discounts and rebates is considered to be the most attractive. This can be the strength of the company as well as an opportunity to increase its sales margin if properly maintained.

Majority of the customers already finds Bravia’s advertisements to be attractive with or without being endorsed by celebrity. Celebrity endorsement is a costly affair. The company can save expenditure on this regard and rather encourage more graphical, 3D effects to make it more eye catching.

Although quality of Bravia has been very fine but few customers also felt that prices of the Television sets are comparatively high in regard of its quality. In this case, the company should impose more of complementary gifts, coupons, scratch cards, lucky draws to equalize upon the impression that customers hold with the high price criteria.

LIST OF CONTENTS

LIST OF TABLES

CONTENTS PAGE NO.

DeclarationCertificateAcknowledgementExecutive Summary

iii-iiiiv

v-vii

Chapter 1 Introduction 1-17

Part APart BPart C

About subjectAbout IndustryCompany Profile

2-67-1112-17

Chapter 2 Research Methodology 18-21

Title of the studyStatement of ProblemObjectives of the studyScope of the studyOperational DefinitionsSources of DataSample SizeSampling TechniquesType of ResearchTools of Data CollectionPlan of AnalysisReference PeriodLimitations of Study

19191919202020202021212121

Chapter 3 Data Analysis and Interpretation 22-35

Chapter 4 Summary of Findings 36-38

Chapter 5 Suggestions and Conclusion 39-41

Bibliography

Annexure - Questionnaire

TABLE NO.

TABLE NAME PAGE NO.

1 Necessity of T.V. in an Indian household today 23

2 Users of Television brands at present. 24

3 Source of information to purchase Sony Bravia

Television

25

4 Attractive promotional scheme of Sony Bravia 26

5 Discount on Sony Bravia Television 27

6 Benefits of discounts made by the company on Sony

Bravia Television

28

7 customer opinion regarding seasonal ending offer

and festival offers

29

8Customers opinion on interior decorum of NRS

Mercantile (Sony Centre) regarding Sony Bravia30

9Impact on customers purchase decision for endorsing

Sony Bravia by celebrities31

10 Benefits for customers as Sony Bravia is a major

sponsor in FIFA world cup

32

11 Attractiveness of Sony Bravia’s advertisement 33

12 Quality aspect of Sony Bravia as per its advisement 34

13 Overall experience in NRS Mercantile (Sony centre) 35

LIST OF GRAPHS

TABLE NO.

TABLE NAME PAGE NO.

1 Necessity of T.V. in an Indian household today 23

2 Users of Television brands at present. 24

3 Source of information to purchase Sony Bravia

Television

25

4 Attractive promotional scheme of Sony Bravia 26

5 Discount on Sony Bravia Television 27

6 Benefits of discounts made by the company on Sony

Bravia Television

28

7 customer opinion regarding seasonal ending offer

and festival offers

29

8Customers opinion on interior decorum of NRS

Mercantile (Sony Centre) regarding Sony Bravia30

9Impact on customers purchase decision for endorsing

Sony Bravia by celebrities31

10 Benefits for customers as Sony Bravia is a major

sponsor in FIFA world cup

32

11 Attractiveness of Sony Bravia’s advertisement 33

12 Quality aspect of Sony Bravia as per its advisement 34

13 Overall experience in NRS Mercantile (Sony centre) 35

PREFACE

In today’s practical world, practical study forms an important part in and every professional course. BBA is a course in which the theoretical knowledge is backed by practical study. The study is referred to as project or project study. Project study is one of the important part of the curriculum and each and every student has to work for the project.

The grand project enables the students to know more about the applications of theoretical knowledge. The current situation of the market is made known to the students when they undertake the project. Project study gives better details of the applicability of theoretical study. Also that the industries and their operations can be known in a better way when data are being analysed.

This project is based on the study of effectiveness of sales promotion activities of NRS Mercantile pvt. Ltd. (Sony centre) in creating customer awareness pertaining to Sony Bravia. Sales promotion is a sure way of increasing store traffic and also a number of people who become loyal to the company. Given that sale promotion is expensive, it only makes sense if it brings positive results, i.e. achieving the objectives it was intended for.

Sony has engaged in aggressive promotional campaigns through advertising and sales promotion. This study was undertaken to determine the extent to which sales promotion has been successful in creating an impact on customers purchase decisions. Moreover, it would also draw the attention of the company towards the least effective sales promotion tool so that the company can redesign its sales promotion strategy to ensure that the company’s approaches are being implemented in a cost effective way and it stays ahead of competition.

I hope that NRS Mercantile (Sony centre) and its management will find the project work useful as I have covered most of the aspects regarding sales promotion to help the company take feasible steps.

CHAPTER 1

INTRODUCTION

PART A – ABOUT SUBJECT

PART B – ABOUT INDUSTRY

PART C – COMPANY PROFILE

PART A – ABOUT THE SUBJECT (SALES PROMOTION)

Promotion is a spark plug of marketing mix and an important marketing strategy. Promotion is the process of marketing communication to inform, persuade, remind and influence consumers or users in favour of the product or service. Promotion has three specific purposes. It communicates marketing information to consumer, users and resellers. Promotion persuades and convinces the buyers and influences his/her behaviour to take the desired action.

Similarly, among the other P’s of marketing mix, promotion Mix is one of them, which is basically the combination of promotional methods used for one product or family of product.

There are five main aspects of a promotional mix are:

Advertising - Presentation and promotion of ideas, goods, or services by an identified sponsor. Examples: Print ads, radio, television, billboard, direct mail, brochures and catalogues, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails.

Personal selling - A process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation. Examples: Sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing. Can be face-to-face selling or via telephone.

Sales Promotion - Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples: Coupons, Discounts, contests, product samples, rebates, self-liquidating premiums, trade shows, trade-ins, and exhibitions.

Public relations - Paid intimate stimulation of supply for a product, service, or business unit by planting significant news about it or a favourable presentation of it in the media. Examples: Newspaper and magazine articles/reports, TVs and radio presentations, charitable contributions, speeches, issue advertising, and seminars.

Direct Marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate straight to the customer, with advertising techniques such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalogue distribution, promotional letters, and outdoor advertising.

Corporate image may also be considered as the sixth aspect of promotion mix. Sponsorship is sometimes added as a seventh aspect.

This project study is based on the subject of sales promotion, which shall be explained in a detailed manner.

Sales promotion is an important instrument in marketing to lubricate the marketing efforts. Today, sales promotion is a necessity and not merely a luxury or a fashion. It is not expenditure; it is an investment which can pay rich dividends. It is an integral part of the marketing effort.

Sales promotion is referred to the promotional activities other than personal salesmanship, advertising and publicity, which stimulates consumer purchasing and dealer effectiveness. Example- Displays, exhibitions and showrooms, discounts, free samples, coupons, premiums, contests and various other non-recurrent selling efforts not in the ordinary routine. It is plus ingredient in marketing mix, whereas advertising and personal salesmanship are essential and basic ingredients in marketing mix.

In short, sales promotion is a bridge linking the gap between advertising and personal selling, the two wings of promotion. Sales promotion aims at stimulating consumer purchasing at the point of sale and dealers effectiveness at the retail channel of distribution, particularly because retailing is a high competitive field.

Sales promotion objectives -

Sales promotions are increasingly being used to accomplish an ever-expanding list of marketing objectives. The company’s marketing objectives and strategies influence the development of sales promotion objectives and strategies. There can be a number of sales promotion objectives, depending upon the firm’s policies, marketing objectives, nature of the product and its stage in product life-cycle, level of existing and anticipated competitive activity, consumer response pattern, economic condition, and target group (consumers, traders, or sales force) etc.

Sales promotion objectives could be either proactive or reactive. The most common objectives under proactive category are:

To gain additional market share or additional revenue (increase sales volume). Speed up the sale of slow moving products. Attract new product and increase trial. To expand the target market. To develop favourable consumer experience with the product. To add extra value to the product and develop brand franchise.

Reactive sales promotion objectives are developed in response to some favourable market situation, or where the objectives are essentially short-term, such as the following:

In response to competitive moves. When excessive inventory piles up. To generate short-term cash.

In a dynamic and rapidly changing marketing environment, unfavourable conditions may appear with little or no warning. It is difficult for the management to anticipate and plan for such exigencies, however, hasty decisions regarding sales promotion objectives may sometimes produce adverse effect for the firm in long run.

An important area that concerns sales promotion objectives is directly related to the specific promotional techniques to be used. The techniques could be those where the measurement of results are straightforward, or difficult to measure. For example it is east to measure the impact of discount offer on sales, but it is very difficult to measure impact of premium on the perceived value of the promoted brand. The company can use sales promotion to achieve many objectives; however, every offer must start by being specific as to what objectives are intended to be achieved.

Kinds of sales promotion - There are two kinds of sales promotion:

(a) Activities intended to educate or inform the consumers and those intended to stimulate the consumers. These are called consumer sales promotion.

(b) Activities to increase the interest and enthusiasm of dealers and distributors. These are called dealers/distributors sales promotion devices.

Consumer Sales Promotion

The consumer sales promotion involves application of following tools:

Samples: Samples are offers of a free amount or a trial of a product for consumers. The sample might be delivered door to door, sent in mails, picked up in store found attached to another product or features in an advertising offer. Sampling is the most effective and most expensive way to introduce a new product e.g., Hindustan Levers introduced Ariel Trial Pack for detergent powder Ariel Micro System.

Coupons: Coupons are certificates which entitle a consumer to buy the product at reduced prices. These coupons can be mailed, enclosed in magazines and newspapers. Coupons are accepted as cash by retailers.

Rebates: Cash refund or rebate provides a price reduction after the purchase rather than at the retail shop. The consumer sends a specified ‘proof of purchase’ to the manufacturer, who ‘refunds’ part of the purchase’ price by mail. It is a good device for creating new user and to strengthen the brand loyalty.

Premiums: Premiums (or gifts) are merchandise offered at a relatively low cost or free, as an incentive to purchase a particular product. Premiums fall into one of two categories: free premiums which only require the purchase of the product and self-liquidating premiums which require consumers to pay all, or some, of the price of the premium.

Prizes (contests, Sweepstakes, Games ): Prizes are offers of the chance to win cash, trips or merchandise as a result of purchasing something. A contestant calls for consumers Co., submit an entry- a jingle, estimate, suggestion to be examined by a panel of judges who will select the best entries. In sweepstakes, the customers submit their names which will be included in a drawing of prize winners. A game presents consumers with some puzzle or missing letters. All of these tend to gain more attention than coupons and premiums.

Free Trials: Free trials consist of inviting prospective purchasers to try the product without cost in the hope that they will buy the product.

Product Warranties: Product warranties are important promotional tools in sensitive consumer markets.

Tie-In-Promotions: They involve two or more brands or companies that team up on coupons, refunds and contests to increase their pulling power.

Point-of-Purchase (POP) and demonstration: POP displays and demonstrate take place at the point of purchase or sale.

Dealers/Distributors sales Promotion -

Sales promotion is also conducted to stimulate consumer-purchasing and dealer-effectiveness:

1) There are provisions of free display material either at the point of purchase (POP) or point of sales (POS), depending on one’s viewpoint. Display catches the consumers attention when they are buying and actually spending their money.

2) Retail demonstrators are supplied by manufacturers for preparing and distributing the product as retail sample, example- Nescafe instant coffee to consumers for trying the sample on the spot or demonstration regarding the method of using the product

3) Trade deals are offered to encourage retailers to give additional selling support to the product, e.g., toothpaste sold with 30 per cent to 40 per cent margin.

4) Seller gives buying allowance ( like cash discounts) of a certain amount of money for a product bought.

5) Buy-back allowance is given to encourage repurchase of a product immediately after another trade deal. A buy-back is a resale opportunity.

6) Seller gives goods, e.g., one free with 11, or 2 free with 10 are common free deals.7) Advertising and display allowance may be given.8) Sales contests for salesmen are held.9) Dealers loaded (a gift for an order) is a premium given to the retailer for buying certain

quantities of goods or premium for special display done by a retailer.10) Training for Dealer and distributor’s salesmen, which may be provided to give them a

better knowledge of a product and how use it.

Dealer sales promotion provides the selling devices. Sales promotion devices at the point of purchase inform, remind, and stimulate buyers to purchase products. People who see these devices are in a buying mood and thus they can be easily persuaded to buy those products. Shelf talkers are similar labels attached to the shelves close to product displays counter top racks, posters, merchandised signs are other point-of-purchase displays.

Each form of sales promotion is used to encourage quick movement of products along the channel of distribution and enhancing the tempo of sales campaign. It also creates extra incentive or gives extra value to the channel of distribution itself, example - retailers. Hence, sales promotion offers a direct inducement which gives an extra value or incentive to the distributors, their sales force and the ultimate consumer.

Strengths of sales promotion

1. It stimulates positive attitude towards the product.2. It gives extra incentives to the customers to make a purchase.3. It gives direct inducement to take immediate action now rather than later.4. It has flexibility and it can be used at any stage of a new product introduction.

Limitation of sales promotion

1. Sales promotion has temporary and short life not exceeding three months. Sales promotion alone cannot build brand loyalty.

2. Sales promotions are only supplementary devices to supplement selling efforts of other promotional tools.

3. They are non-recurring in their use. They have seldom reuse values.4. Too much sales promotion may affect adversely the brand image, suggesting its lack of

popularity or overstocking by a company.

Sales Promotion at Sony –

Like many other companies, Sony also uses sales promotion to increase the effectiveness of its promotional efforts. Sales promotion offers consumers an incentive to buy, either by lowering price or adding value. Sony uses both consumer sales promotion for consumer market and trade sales promotion for the members of marketing channel. For example, one of the tools for consumer sales promotion is online sales promotion and free shipping. Furthermore, VAIO uses the sale promotion of price-off method such that consumer can buy. VAIO uses pull strategy as well as it uses push strategy to enhance its promotion more and more. Push strategy is a promotional strategy that is used for increasing consumer to demand the product by trade promotion activities. Besides these, there are instalment facilities, exchange offers, festival sales etc to enhance sales.

Sony is involved in trade sales promotion. For instance, Sony uses trade allowances- price reduction offered by manufacturers to intermediaries. One of Sony's retailers Best Buy receives special discount for running its own promotion of Sony products. Another Sony's sales promotion tool is training. The salesmen are well trained and know how to demonstrate new features of the latest TV models.

Thus sales promotion is used at the time of introducing a new consumer product, to secure maximum dealer stocking, display space and attention of customers. Sales promotion involves lot of expenditure. It also has difficulties. But because it pays rich dividends, sellers have accepted it as an important item in marketing mix. Not only does it give profit but it also serves other purposes such as provision of information, creation of demand, repeat buyers, sales stabilisation and quick turnover.

PART B – ABOUT THE INDUSTRY (THE TELEVISION INDUSTRY)

Television (TV) plays a major role in the flow of information and is equipped with the power to influence people, their beliefs and their opinions. Being a visual medium, its impact transcends the social and educational background of its viewers; more so, in a diverse country like India, where TV dominates the Media & Entertainment landscape as the preferred choice of entertainment.

Television (often abbreviated to TV) is a widely used telecommunication system for broadcasting and receiving moving pictures and sound over a distance. The term may also be used to refer specifically to a television set, programming or television transmission. The word is derived from mixed Latin and Greek roots, meaning "far sight": Greek ‘Tele’ meaning far.

Since it first became commercially available from the late 1930s, the television set has become a common household communications device in homes and institutions, particularly in the first world, as a source of entertainment and news.

A television system may be made up of multiple components, so a screen which lacks an internal tuner to receive the broadcast signals is called a monitor rather than a television. A television may be built to receive different broadcast or video formats, such as high-definition television (HDTV).

The elements of a simple broadcast television system are:

An image source. This is an electrical signal representing the visual image, and may be from a camera in the case of live images, a video tape recorder for playback of recorded images, or a film chain-telecine-flying spot scanner for transmission of motion pictures (films).

A sound source. This is an electrical signal from a microphone or from the audio output of a video tape recorder or motion picture film scanner.

A transmitter, which generates radio signals (radio waves) and encodes them with picture and sound information.

An antenna coupled to the output of the transmitter for broadcasting the encoded signals. An antenna to receive the broadcast signals. A receiver (also called a tuner), which decodes the picture and sound information from

the broadcast signals, and whose input is coupled to the antenna. A display device, which turns the electrical signals into visual images. An audio amplifier and loudspeaker, which turns electrical signals into sound waves

(speech, music, and other sounds) to accompany the images.

HISTORY OF TELEVISION INDUSTRY–

At the dawn of television history there were two distinct paths of technology experimented with by researchers.

Early inventors attempted to either build a mechanical television system based on the technology of Paul Nipkow's rotating disks; or they attempted to build an electronic television system using a cathode ray tube developed independently in 1907 by English inventor A.A. Campbell-Swinton and Russian scientist Boris Rosing.

Paul Gottlieb Nipkow - Mechanical Television HistoryGerman, Paul Nipkow developed a rotating-disc technology to transmit pictures over wire in 1884 called the Nipkow disk. Paul Nipkow was the first person to discover television's scanning principle, in which the light intensities of small portions of an image are successively analyzed and transmitted.

John Logie Baird - MechanicalIn the 1920's, John Logie Baird patented the idea of using arrays of transparent rods to transmit images for television. Baird's 30 line images were the first demonstrations of television by reflected light rather than back-lit silhouettes. John Logie Baird based his technology on Paul Nipkow's scanning disc idea and later developments in electronics.

Charles Francis Jenkins - MechanicalCharles Jenkins invented a mechanical television system called radio vision and claimed to have transmitted the earliest moving silhouette images on June 14, 1923.

Cathode Ray Tube - Electronic Television HistoryElectronic television is based on the development of the cathode ray tube, which is the picture tube found in modern TV sets. German scientist, Karl Braun invented the cathode ray tube oscilloscope (CRT) in 1897.

Rabbit Ears - AntennaeMarvin Middlemark invented "rabbit ears", the "V" shaped TV antennae. Among Middlemark's other inventions were a water-powered potato peeler and rejuvenating tennis ball machine.

Colour TelevisionColour TV was by no means a new idea; a German patent in 1904 contained the earliest proposal, while in 1925 Zworykin filed a patent disclosure for an all-electronic colour television system. A successful colour television system began commercial broadcasting, first authorized by the FCC on December 17, 1953 based on a system invented by RCA.

History of Cable TVCable television, formerly known as Community Antenna Television or CATV, was born in the mountains of Pennsylvania in the late 1940's. The first successful colour television system began commercial broadcasting on December 17, 1953 based on a system designed by RCA.

Remote ControlsIt was in June of 1956, that the TV remote controller first entered the American home. The first TV remote control called "Lazy Bones," was developed in 1950 by Zenith Electronics Corporation (then known as Zenith Radio Corporation).

Plasma TVThe very first prototype for a plasma display monitor was invented in 1964 by Donald Bitzer, Gene Slottow, and Robert Willson.

Web TVWeb TV was rolled out in 1996.

HISTORY OF TELEVISION INDUSTRY IN INDIA –

Terrestrial television in India started with the experimental telecast starting in Delhi on 15 September 1959 (official launch date) with a small transmitter and a makeshift studio. The regular daily transmission started in 1965 as a part of All India Radio. The television service was extended to Bombay and Amritsar in 1972. Up until 1975, only seven Indian cities had a television service. Television services were separated from radio in 1976. National telecasts were introduced in 1982. In the same year, colour TV was introduced in the Indian market. Indian small screen programming started off in the early 1980s. At that time there was only one national channel Doordarshan, which was government owned. The Ramayana and Mahabharata (both Indian spiritual & mythological stories) were the first major television series produced. This serial notched up the world record in viewership numbers for a single program. By the late 1980s more and more people started to own television sets. Though there was a single channel, television programming had reached saturation. Hence the government opened up another channel which had part national programming and part regional.

PAS-1 and PAS-4 are satellites whose transponders help in the telecasting of DD programmes in half the regions of the world. An international channel called DD International was started in 1995 and it telecasts programmes for 19 hours a day to foreign countries-via PAS-4 to Europe, Asia and Africa, and via PAS-1 to North America.

GROWTH OF INDIAN TELEVISION INDUSTRY –

Market capitalization - Indian Television Industry has gained new momentum due to liberalization and enhanced enthusiasm shown by the broadcasters to seize a huge share of the entertainment industry. Indian Television industry in 2009 stood at US$ 5.65 billion registering a growth of 6.8%. The industry is projected to grow at a CAGR of 15.5 and reach around US$ 11.45 billion by 2014.

Size of the industry - Over the years the number of private satellite TV channels has grown astronomically, from 1 TV channel in 2000 to 394 TV channels in 2009.The number of non-news & current affairs TV channels has grown from 0 to 183 and that of news & current affairs TV channels has grown from 1 to 211.

Total contribution to the economy/ sales - According to the report released by the Price waterhouse coopers today India's burgeoning Film and Television Industry created nearly 1.8 million jobs and contributes an immense $6.2 billion (Rs 28,305 crores) to the Indian economy. The report also has given evidences of Economic Contribution of the Indian Film and Television Industry which shows that the sector has a total gross output of $20.4 billion (Rs 92,645 crores) and contributes more to the GDP of India than the advertising industry.

LATEST DEVELOPMENTS IN INDIAN TELEVISION INDUSTRY-

Indian Film and Television industry combined revenue was over $7.7 billion (Rs 35,000 crores) in the year 2008. This is expected to grow at a rate of 11% over the next five years, reaching a size of over $13 billion (Rs 60,000 crores).

Indian Television Industry is witnessing a spark in the new channels being launched every year. TV is also penetrating into the rural areas and is a promising segment. Homes with TVs are expected to grow from 112 million to 200 million in a few years. The Current size: Rs 14,800 crore, Projected size by 2010: Rs 42,700 crore and CAGR: 24%

Today India boasts of being the third largest television market in the world and the cable penetration (pay TV market) is expected to grow from the present 70 million to all TV homes. More than 350 channels (paid and free) are available to viewers in India today.

The fact that 40% households of India are still without television connectivity highlights the scope of growth in this Industry.

The Television Industry in India generates revenue through advertisements, followed by subscriptions. The Indian television advertisements market today is currently valued at about US$ 1,067 million and is expected to grow at a rapid rate with the increase in the number of channels and television viewers.

The number of pay TV homes and the increased subscription rates will increase the subscription revenues and spread among the lower- income groups and offers a wide scope for growth. The Indian television industry is currently being dominated by Star India, which is the top player in the sector at present.

Size of the Industry

Over the years the number of private satellite TV channels has grown astronomically, from 1 TV channel in 2000 to 394 TV channels in 2009. Current size: Rs 14,800 crore, Projected size by 2010: Rs 42,700 crore and CAGR: 24%

Output per annumIndian Film and Television industry combine revenues were over $7.7 billion (Rs 35,000 crores) in the year 2008.

Percentage in world market

Today India boasts of being the third largest television market in the world

Market CapitalizationIndian Television industry in 2009 stood at US$ 5.65 billion registering a growth of 6.8%.

FUTURE PROSPECTS OF TELEVISION INDUSTRY-

Television industry in India is on a transformation path. Multiple channels in each genre competing with each other for TRP, increasing pay TV penetration, expanding yet fragmented local as well as overseas viewership of Indian channels, demand for more specific content clearly set the stage for the next level of growth and transition for players across the television value chain. Content creators and broadcasters need to be cognizant of the ever increasing demand for differentiated content. While on one hand, new digital content distribution platforms are emerging; on the other hand, new formats of entertainment - computers, mobiles and other handheld devices are gaining importance. Monetization of content through these new opportunities in existing platforms and new media platforms are going to be key focus areas for the content owners.

Some key trends and challenges that lie ahead are :

Digitalization of the TV distribution: DTH is leading the race for digitalization of the distribution system. The government’s announcement on sunset date coupled with the right set of incentives and regulation, has the potential to change the distribution landscape in the county. Digitalization is not only expected to help the players in the value chain to realize the true potential of their content, but also to cater to the unique and diverse needs of the viewer when it comes to entertainment.

HD and 3D TV: LED and LCD Televisions are outselling the conventional televisions. Some broadcasters have siege this opportunity to provide the subscribers with high quality viewing experience. This year will also see an increase in number of HD channels as broadcasters vie for larger share of viewers time spend on TV entertainment. 3D although an exciting and popular technology, thanks to Avatar, is still in a very nascent stage in evolution on TV.

Technology led new opportunities: New platforms for reaching consumers and new technologies in content management are providing unique opportunities to increase the shelf life of the content. To meet the need of the right consumer at the right time through the medium of his choice, it is imperative for players.

Need for improved measurement tools: An effective measurement system is the backbone of advertising dependent industry. It has been well recognized that the current measurement system needs to be overhauled. Recently, a government committee has suggested increasing the sample size from the current 8,000 to 30,000 in next three years in both urban and rural areas.

Evolving viewer interests: The viewer today is not only looking for new-fangled content but is also very quality conscious. From new movie broadcasts to reality shows with more and more celebrity appearances, from IPL to EPL – the need for differentiated and fresh content is on an all time high. Regional viewers, both in India and overseas, are also gaining importance.

Players across the television value chain need a sound action plan to address some of these challenges and harness the opportunities in a growing and high potential sector. While there isn’t any one-size-fits-all approach to realize the true potential of this sector, there are some areas that the players may need to focus more on and prioritize. It would be important, for instance, to address the demand for regional content; to work closely with the regulator in developing transparent and more accurate techniques to measure viewership; to influence the regulator for

incentives to value chain players for digitalization; to influence stakeholders across the value chain for controlling production costs; to evolve new content management system to increase the ubiquity of current content and to enhance value delivered to the end-customer both in terms of varied content experience (by content creators / broadcasters) and effective customer-service (by distributors).

PART C – COMPANY PROFILE (ABOUT SONY)

Throughout the 20th century, the pace of technological advancement has increased dramatically. The digital revolution, now upon us, will see further massive steps forward. Sony has been able to stay at the leading edge of the new technologies. Sony Corporation is the leading manufacturer of audio, video, communications and information technology products for the consumer and professional markets. Its music, pictures and computer entertainment operations make Sony one of the most comprehensive companies in the world.

COMPANY PROFILE-

Founded: May 7, 1946

Headquarters: 1-7-1 Konan, Minato-ku, Tokyo 108-0075, Japan

Key people:

Chairman: Sir Howard Stringer President and CEO;chairman, Sony corporation of America: Kazuo Hirai EVP AND CFO: kenichiro yoshida Vice Chairman of the Board: Masaru Kato

Top competitors:

Koninklijke Philips Electronics N.V. (phg) Panasonic Corporation SANYO Electric Co., Ltd. Samsung and LG electronics

Financial Highlights:

Fiscal Year End: March Revenue (2013): 72157.00 Millions Estimated Sales for year ending March-2014 : 76,064.60

History of the company-

Sony Corporation commonly referred to as Sony, is a Japanese multi- national conglomerate corporation headquarters in Konan Minato, Tokyo, Japan. Sony Corporation is the electronic business unit and the parent company of the Sony group which is engaged in business through its operating segments - Electronic (including video games, network service and medical services), Motion pictures, Music and Financial Services. Sony's principal business operations include Sony Corporation (Sony Electronics in the U.S.), Sony Pictures Entertainment, Sony Computer Entertainment, Sony Music Entertainment, Sony Mobile Communications (formerly Sony Ericsson), and Sony Financial. Sony is among the Worldwide Top 20 Semiconductor Sales Leaders and third-largest television manufacturer in the world, after Samsung Electronics and LG Electronics.

Sony has a history of more than 60 years. In 1946 in Nahonbashi, Masuru Ibaka and Akio Morita founded a company called Tokyo Telecommunications Engineering Corporation, also known as Totsuko, with start- up capital of 190,000 yen for the research and manufacture of telecommunications and measuring equipment. After moving their head office and factory to Shinagawa, Tokyo, they successfully produced and launched a power megaphone and completed the first magnetic tape recorder prototype that was produced and launched in early 1950 and called the G-Type. In the early 1950’s Ibaka traveled to the United States and came across Bell Labs’ invention of the transistor. He negotiated with Bell to license the transistor technology to his company intending to apply it to communications, while most American companies were looking for military applications. In 1955 they launched Japan’s first transistor radio, the TR55. While they were not the first to produce the transistor radio, they were the first to make it commercially successful as the product took off in Canada, Australia, the Netherlands and Germany as well as within Japan and continued to be a good seller till the sixties. In 1957 Totsuko produced the TR63 model, the smallest transistor radio in commercial production at the time, which was a worldwide success, ultimately cracking open the American market and launching the new industry of consumer electronics. One year later, in January of 1958 they changed the company name to Sony Corporation. The name Sony was chosen as a mix of two words. One the Latin word “Sonus”, the root of sonic and sound and the other “Sonny” the familiar colloquial term used in America at the time to call a boy. The Sony Corporation of America (SONAM) was established in the United States of American Depository Receipts on the

OTC market of the New York Stock Exchange in 1961. Their shares became listed on the NYSE in 1970.

Throughout their history Sony trends to create their own in-house standards for technology. In 1979 Sony introduced the Walkman brand in the form of the world’s first portable music player using the compact cassette format. Sony introduced Minidisc format in 1992 as an alternative to Philips DCC (Digital Compact Cassette). Since the introduction of Minidisc, Sony has attempted to promote its own audio compression technologies under the ATAC (Adaptive Transform Acoustic Coding) brand, against the more widely used MP3. In 1982, they introduced the world’s first CD player, soon followed by a portable version called the “Discman”. They began foraying in to cameras in the 1980s producing a wide variety of consumer use still cameras and camcorders. In the 1990’s they began producing home use PC’s launching their “VAIO” series and Playstation Gaming.

SONY PRODUCTS

Sony Corporation is the electronic business unit and the parent company of the Sony group which is engaged in business through its operating segments - Electronic (including video games, network service and medical services), Motion pictures, Music and Financial Services. Over the years Sony has become a worldwide industry leader in technology, With brands names such as BRAVIA, Xperia, Alpha, Headphones, Handycam, Cyber-shot, Xplod, Sony hi-fi, Memory stick and PlayStation, Sony has established itself as a value leader across its various product categories of Audio/Visual Entertainment products, Information and Communications, Recording Media, Business and Professional products.

BRAVIA- The era of High Definition has arrived and Sony’s Bravia LCD TVs are here to help you fully enjoy its advantages. Innovation, creativity and technology come into play in the creation of our LCD TVs, bringing an unprecedented level of realism and stunning clarity to your movies, both visually and aurally. With slim and stylish designs, Bravia LCDs can fit anywhere in your home. Additional features like faster response time and PC connectivity help create the full entertainment experience.

 Home Theatre System- Combining the latest in video and audio technologies, Sony has developed a series of Home Theatre Systems that provides you with an enhanced home theatre experience. Our up scaling DVD players ensure the delivery of the best in video performance while the Digital Signal Processing guarantees a surround sound environment. Some are even compatible with the latest digital television and have dedicated audio input for connecting to your portable digital music players.

 Cyber-shot (Digital Camera)- Everyone can be a photographer with the wide range of Cyber-shot cameras of Sony that aim to provide you utmost satisfaction. Packed with plentiful features like Super Steady Shot, High Sensitivity and Real Imaging Processor, you can be sure that each of our Cyber-shot cameras delivers a superior performance.

 Handycam (Video Camera)- It doesn’t matter if you are making family videos, filming documentaries or developing feature films. Whatever the purpose, we have the right kind of camcorder you need and can afford. Sony’s Handycam Camcorders have a variety of different features and functions that help deliver spectacular video performances of stunning clarity.

VAIO- Combining form, function and the latest in technology, Sony provides a range of IT and computing devices, storage media, accessories and peripherals to better serve all your IT needs.

 PlayStation- Gaming would not be the same without the invention of the Sony PlayStation series. In addition to the highly popular PlayStation 2, there’s the handy PlayStation Portable and next-generation console PLAYSTATION 3. Powerful consoles must be accompanied with compelling games, and Sony offers games of all genres to match your gaming preference.

X-plod- If you spend long hours in your car every day, it’s important to equip it with enough entertainment so that you’ll never have a dull moment. Car audio entertainment need not be limited to just your favourite radio stations or CDs. Thanks to Sony X-plod mobile entertainment technology, you can enjoy music from more sources. You now can even experience visual entertainment with our innovative Touch-Screen Multimedia Centre receiver. Riding the car is never the same experience again.

MARKET SHARE

Sony as a corporation has grown dramatically over the years. Not all this growth has been organic; they have undertaken a variety of joint ventures and have accumulated a number of subsidiaries around the globe over the years. In 1968 CBS/Sony Records Inc a 50-50 joint ventures with CBS Inc. of the U.S was established. It became fully owned Sony subsidiary in 1988 and was renamed Sony Music Entertainment Inc. in 1991. Sony acquired Columbian Pictures Entertainment Inc. in 1989, later renamed Sony Pictures Entertainment Inc. they created Sony Computer Entertainment Inc. and Sony Communication Network Corporation in 1993 and 1995 respectively. In 2004, Sony Financial Holdings Inc. and Sony BMG Music Entertainment were established. Sony was a part of consortium that acquired Metro-Goldwyn Mayer (MGM) of the United Statesin 2005. Sony and Samsung entered a joined venture on manufacturing TFT LCD panels at S-LCD Corporation in 2006 and they entered other joint ventures with Sharp in 2009 to sell these LCD panels. These major corporate movements have allowed Sony to become the major player they are today in the global technology sector.

In their most recent corporate history Nobuyuki Idei stepped down as Sony Corp. Chairman and Group CEO and was replaced by Howard Stringer, marking the first time that a foreigner has run a major Japanese electronics firm. The last few years have been tough for Sony, as they have been losing money due mainly to increased fierce competition with Apple Inc. and Samsung Electronics Inc. to the tune of about $5 billion over the last three years. In May 2011, Sony expected to lose a total of $3.2 billion for the year due to the effects of the Japanese earthquake, forecasted downwards from their earlier projection of $857 million profit for the year. In September of 2000 Sony had a net worth of $100 billion but by December of 2011 it had plunged to $18 billion. Sony’s attempts at responding to these losses, through joint ventures and outsourcing have yet to pay tangible dividends leaving the technology giant feeling unwary about their growth and sustainability moving forward.

Sony India is one of the most recognized consumer electronics brand in the country, with a reputation for new age technology, digital concepts and excellent after sales service. In India, Sony has its footprint across all major towns and cities in the country through a distribution network comprising of over 20,000 dealers and distributors, more than 300 exclusive Sony outlets and 25 branch locations. Sony India also has a strong service presence across the country with 365 service outlets. Manned by customer friendly and informed sales persons, Sony’s exclusive stores ‘Sony Centre’ are fast becoming the most visible face of the company in India. A distinctive feature of Sony’s service is its highly motivated and well-trained staff.

Growth and Future Prospects of the company -

Sony Corporation has been accelerating initiatives to revitalize and grow its electronics business based on the corporate strategy announced on April 12, 2012, while further growing the Entertainment and Financial Services businesses that have been contributing stable profit, in order to enhance the entire Sony Group’s ability to heighten corporate value.

Following the appointment of the current management team in April 2012, the Company implemented a series of measures focused on rapidly transforming Sony. Achievements resulting from these measures during the fiscal year ending March 31, 2013 (“FY12”) include the following:

Continued growth of sales and profit in the Entertainment and Financial Services businesses

Strategic investment and foundation-building for new business creation and strengthening core electronics businesses

Enhancement of financial foundations and management structure through business portfolio realignment, asset sales and structural reform

Significant improvement in TV business on path to profitability Reinforced Sony’s sales and marketing operations in emerging markets High value-added products developed and launched in core electronics businesses.

Sony’s Mission and Vision -

In FY13, within the electronics business, Sony is continuing to implement the five key initiatives announced in April 2012, and taking into account changes in the business environment, is updating its strategies for the three core electronics businesses. In the entertainment and financial services businesses, Sony will seek to further strengthen profitability. In addition, the Company is continuing to strengthen the overall financial foundations of the Sony Group.

1. Reinforce the Electronics Business

Accelerate execution of updated strategies in the three core businesses (Mobile, Imaging and Game)

Accelerate the execution of growth strategies in emerging markets that leverage the overall strength of the Sony Group

Reinforce new businesses (such as Medical and Security) to deliver sustained growth Further realign Sony’s business portfolio

2. Further strengthen profitability in the Entertainment and Financial Services businesses.

3. Continue to reinforce Sony’s financial foundations.

GRAPH – ESTIMATED REVENUE TILL 2014.

Sony corporation ensures a window into emerging technology and business opportunities and help establish strategic partnerships with innovative start-ups that both the products and the marketing activities employed truly make a difference to people’s lifestyles and offer them new dimensions of enjoyment. Relentless commitment to quality, continuous dedication to customer

satisfaction and unparalleled standards of service is what differentiates the company from countless competitors and reflects a true image of all that is Sony.

CHAPTER 2

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

Title of the study –

A study on effectiveness of sales promotion activities of NRS Mercantile service Pvt. Ltd (Sony centre) in creating customer awareness pertaining to Sony Bravia.

Statement of the problem –

Sony Corporation is a leading audio, video, communication and information technology products for the consumer and professional markets. Its outstanding quality and value for money products have good acceptance in the market and so the sales performance of its stores, across the country has been found to be quite good.

However, Sony Corporation faces major competition from the competitive industries. In a way of beating competitors and striving to be the leading electronic industry in the market, Sony has engaged in aggressive promotional campaigns through advertising and sales promotion. Prominent among these are the sales promotion campaigns that it undertakes on regular basis such as discounts, coupons, instalments facility, premiums etc.

Sales promotion is a sure way of increasing store traffic and also the number of people who become loyal to the company. Given that sale promotion is expensive, it only makes sense if it brings positive results, i.e. achieving the objectives it was intended for.

Hence, this study was undertaken to determine the extent to which sales promotion has been successful in creating an impact on customers purchase decisions. Moreover, it would also draw the attention of the company towards the least effective sales promotion tool so that the company can redesign its sales promotion strategy to ensure that the company’s approaches are being implemented in a cost effective way and it stays ahead of competition.

Objective of the study -

To study the various sales promotion activities in creating awareness among the customer regarding Sony Bravia.

To examine the impact of sales promotion on customer purchase decision making process with respect to Sony Bravia.

Scope of the study -

The study is confined to the users as well as the customers willing to buy Sony Bravia at the NRS Mercantile (Sony centre) outlet. Furthermore, this study would help in formulating plans to improve upon the area of sales promotion which would lead to an improvement in the overall performance of the outlet. The area covered in this study is Guwahati.

Operational Definition – Given below are the terminologies of few words used in the project study:

Proactive- (of a person or action) creating or controlling a situation rather than just responding to it after it has happened.

Reactive- Acting in response to a situation rather than creating or controlling it. POP display- POP or point of purchase display or also know as point of sale display is

found near, on, or next to a checkout counter that are intended to draw the customers' attraction to products, which may be new products, or on special offer, and are also used to promote special events.

Tie-In-Promotions- They involve two or more brands or companies that team up on coupons, refunds and contests to increase their pulling power.

Premiums- premiums are prizes, gifts and other special offers consumer receive when purchasing products.

Semiconductor- A material that is neither a good conductor (like copper) nor a good insulator (like rubber). The most common semiconductor is Silicon. Computer chips, both for CPU and memory, are composed of semiconductor materials.

Sources of data - The sources of data are:

The Primary data has been collected through structured questionnaire and direct interview.

The secondary data has collected through books and websites.

Sample Size - The sample size for this study comprises of 40 respondents.

Sampling Technique - The sampling technique used in this study is convenience sampling. As its name implies, convenience sampling refers to the collection of information from the

members of the population who are readily available to provide it. It goes well with the nature of the assignment. Responses were collected from the customers who were available and willing to give their responses for the survey.

Type of research –

Descriptive researchA descriptive study is undertaken in order to ascertain and be able to describe the characteristics of the variables of interest in a situation. Such a study is very appropriate in the context of the problem relevant to the study.

Tools of data collection -The various tools that are being used for collection of data are as follows:

Questionnaire Organisational documents Internet

Plan of analysis –

This study has been conducted based on the questionnaire approach which is further explained in tabular form and is being represented graphically for better presentation.

Reference period – 20 days duration of time period was taken to conduct the survey.

Limitation of the study

As the project study was carried out for a short duration of time some aspects of the problem could not be explained.

Some responses may have been biased, as some of the respondents were reluctant to participate in the survey or provide the right information.

Adequate secondary data related to the store was unavailable.

CHAPTER 3

DATA ANALYSIS AND INTERPRETATION

Questionnaire Analysis

Table No.1 – Necessity of T.V. in an Indian household today.

OPTIONS NUMBER OF RESPONDENTS PERCENTAGE (%)

Yes 37 92.5%

No 0 0%

Can’t say 3 7.5%

Analysis –

From Table No. 1, it is evident that 92.5% out of the total respondents agreed upon having T.V. as a necessary asset in the household today. Wherelse, none of the respondent disagreed. Only 7.5% respondent seems to stay neutral on the subject.

Graph No.1 - Necessity of T.V. in an Indian household today.

92.50%

7.50%

YesNoCant say

Interpretation –

It is observed from the above graph that majority of the respondent agreed that T.V. is a necessity as well as an important asset in Indian household today. Very few do not hold any opinion about it.

Table No.2 – Users of Television brands at present.

BRANDS NUMBER OF RESPONDENTS PERCENTAGE (%)

SONY 12 30%SAMSUNG 5 12.5%LG 7 17.5%PANASONIC 4 10%OTHER 12 30%

Analysis –

From the above table, it is observed that 30% out of the total respondent are using Sony Television at present, 12.5%, 17.5% and 10% are using Samsung, LG and Panasonic respectively. While 30% respondents are using other brand of Televisions.

Graph No.2 - Users of Television brands at present.

30.00%

12.50%17.50%10.00%

30.00%

SONYSAMSUNGLGPANASONICOTHER

Interpretation –

It is observed from the above graph that majority of the respondents is currently using Sony Television. Samsung, LG and Panasonic have almost equal shares. Apart from the above mentioned brands of Television, some respondents are also using other brands that include local brands as well.

Table No.3 – Source of information to purchase Sony Bravia Television.

SOURCES NUMBER OF RESPONDENTS PERCENTAGE (%)

Through Advertisements 19 47.5%

Through Newspaper 8 20%

Through Hoardings and banners 3 7.5%

Through friends and relatives 10 25%

Other mediums 0 0%

Analysis –

From the above table, it is observed that 47.5% out of the total respondents came to know about Sony Bravia through advertisement. While 20%, 25% and 7.5% came to know through

newspaper, friends and relatives and hoardings/banners. None of the respondents came across any other medium.

Graph No.3 - Source of information to purchase Sony Bravia Television.

48%

20%

8%

25%

Through AdvertisementsThrough NewspaperThrough Hoardings and bannersThrough friends and relativesOther mediums.

Interpretation -

From the above graph, it was found that majority of the people came to know about Sony Bravia Television through advertisement. Few respondents came to know through newspaper. And also through word of mouth from friends and relative. Hoarding and banners did not persuade many customers.

Table No.4 - Attractive promotional scheme of Sony Bravia.

SCHEMES NUMBER OF RESPONDENTS PERCENTAGE (%)

Installment facility 11 27.5%Discounts and rebates 22 55%Exchange offers 4 10%Offers during festivals 3 7.5%

Analysis –

It is evident from the above table that, 55% out of the total respondent finds discounts and rebates attractive. 27.5% respondents felt instalment facility to be attractive. Only 7.5% and 10% respondents’ finds exchange offer and festive offers to be attractive.

Graph No.4 - Attractive promotional scheme of Sony Bravia.

28%

55%

10% 8%

INSTALLMENT FACILITYDISCOUNTS AND REBATESEXCHANGE OFFERSOFFERS DURING FESTIVAL

Interpretation –

From the above graph, it can be said that majority of the respondents find discounts and rebates to be most attractive. Few also agreed that instalment facilities are good to attract customers and very few felt exchange offers and festive offer to be least attractive among the others.

Table No.5 – Discount on Sony Bravia Television.

OPTIONS NUMBER OF RESPONDENTS PERCENTAGE (%)Always 21 52.5%Often 9 22.5%Sometimes 6 15%Rarely 4 10%never 0 0%

Analysis –

From the above table, it is observed that 75% out of the total respondents feel that they get sufficient discount. Wherelse 15% respondents felt discounts were occasional. Only 10% respondents felt that the discount made by the company on Sony Bravia is rare.

Graph No.5 - Discount on Sony Bravia Television.

52.50%

22.50%

15.00%10.00%

AlwaysOftenSometimesRarelynever

Interpretation –

From the above graph, it can be stated that majority of the customers get sufficient discounts on Sony Bravia from the company. Few customers felt discounts were occasional and very few deprives on getting discounts on Sony Bravia.

Table No.6 – Benefits of discounts made by the company on Sony Bravia Television.

OPTIONS NUMBER OF RESPONDENTS PERCENTAGE (%)Strongly agree 12 30%Somewhat agree 24 60%Neither agree nor disagree 4 10%Somewhat disagree 0 0%Strongly disagree 0 0%

Analysis –

From the above table, it was found that 90% out of the total respondents agreed upon getting benefits of discounts on Sony Bravia from the company. Only 10% respondents seem to be neutral on the subject. None have disagreed to it completely.

Graph No.6 - Benefits of discounts made by the company on Sony Bravia Television.

30%

60%

10%

Strongly agreeSomewhat agreeNeither agree nor disagreeSomewhat disagreeStrongly disagree

Interpretation –

From the above graph, it is evident that almost all the customers hold a positive opinion of having benefits on discounts made by the company on Sony Bravia.

Table No.7 – Customer opinion regarding seasonal ending offer and festival offers.

OPTIONS NUMBER OF RESPONDENTS PERCENTAGE (%)Strongly agree 5 12.5%Somewhat agree 9 22.5%Neither agree nor disagree 18 45%Somewhat disagree 8 20%Strongly disagree 0 0%

Analysis –

From the above table, it is observed that 35% out of the total respondents agreed that seasonal ending offers and festive offers are most motivating sales promotion tool for Sony Bravia. 45% respondents did not find this promotion tool to be most motivation. While 20% seem to disagree to it.

Graph No.7 - Customer opinion regarding seasonal ending offer and festival offers.

12.50%

22.50%

45.00%

20.00%

Strongly agree

Somewhat agree

Neither agree nor disagree

Somewhat disagree

Strongly disagree

Interpretation - From the above graph, it can be stated that majority of the customers don’t find seasonal ending and festive offers to be most motivating while some customers also felt that these tools are most motivating to make a purchase decision. Few customers disapprove of it.

Table No.8 – Customers opinion on interior decorum of NRS Mercantile (Sony Centre) regarding Sony Bravia.

OPTIONS NUMBER OF RESPONDENTS PERCENTAGE (%)Proper assortment and display of Bravia

32 80%

Properly mentioned price tags along with features for all the Bravias.

8 20%

Hanging stickers and danglers of Bravia.

0 0%

Analysis –

From the above table, it is evident that 80% out of the total respondents finds proper assortment and systematic displays of Bravia inside the store to be most attractive. While only 20% felt that the price tags along the Bravia Television sets to be more attractive.

Graph No.8 - Customers opinion on interior decorum of NRS Mercantile (Sony Centre) regarding Sony Bravia.

80%

20%

Proper assortment and display of Bravia

Properly mentioned price tags along with features for all the Bravias.

Hanging stickers and danglers of Bravia.

Interpretation –

It is observed from the above graph that majority of the customers in the outlet finds the proper assortment and display of Bravia to be most appealing. Wherelse very few finds properly mentioned price tags of all Bravia sets to be attractive. While none of the respondents paid attention to the hanging stickers and danglers of Bravia.

Table No.9 – Impact on customers purchase decision for endorsing Sony Bravia by celebrities.

OPTIONS NUMBER OF RESPONDENTS PERCENTAGE (%)Strongly agree 7 17.5%Somewhat agree 13 32.5%Neither agree nor disagree 18 45%Somewhat disagree 2 5%Strongly disagree 0 0%

Analysis –

From the above table, it is observed that 50% out of the total respondents agree upon creating impact on purchase decision when endorsed by celebrities. While 45% stays neutral on the subject. Only 5% respondents deprive of it.

Graph No.9 - Impact on customers purchase decision for endorsing Sony Bravia by celebrities.

17.50%

32.50%

45.00%

5.00%

Strongly agree

Somewhat agree

Neither agree nor disagree

Somewhat disagree

Strongly disagree

Interpretation –

From the above graph, it can be stated that the percentage of customers who agreed upon creating impact on purchase decision and the percentage of those customers who did felt neutral are almost same. Very few customers felt that celebrity endorsement does not play a role to make a purchase decision.

Table No.10 – Benefits for customers as Sony Bravia is a major sponsor in FIFA world cup.

OPTIONS NUMBER OF RESPONDENTS PERCENTAGE (%)Strongly agree 2 5%Somewhat agree 13 32.5%Neither agree nor disagree 20 50%Somewhat disagree 5 12.5%Strongly disagree 0 0%

Analysis –

From the above table, it is observed that 37.5% out of the total respondents agree upon having benefits for customers as Sony Bravia is a major sponsor in FIFA world cup. 50% respondent had neutral opinion on the subject matter. While Only 12% of the customers deferred to it.

Graph No.10 - Benefits for customers as Sony Bravia is a major sponsor in FIFA world cup.

5.00%

32.50%

50.00%

12.50%

Strongly agreeSomewhat agreeNeither agree nor disagreeSomewhat disagreeStrongly disagree

Interpretation –

From the above graph, it can be stated that the majority of the customers felt not many benefits can be pointed out of Sony Bravia even after being a major sponsor in FIFA world cup. While some customers feel that it has visible benefits. Very few deferred to it.

Table No.11 – Attractiveness of Sony Bravia’s advertisement.

OPTIONS NUMBER OF RESPONDENTS PERCENTAGE (%)Extremely attractive 27 67.5%Attractive 12 30%Average 1 2.5%Unattractive 0 0%Not at all attractive 0 0%

Analysis –

From the above table, it is observed that 67.5% out of the total respondents find bravia’s advertisement to be extremely attractive, 30% respondents find it attractive while only 2.5% felt just average.

Graph No.11 - Attractiveness of Sony Bravia’s advertisement.

68%

30%

3%

Extremely attractiveAttractiveAverageUnattractiveNot at all attractive

Interpretation –

From the above graph, it can be said that most of the customers approves that Sony Bravia’s advertisement is very attractive.

Table No.12 – Quality aspect of Sony Bravia as per its advisement.

OPTIONS NUMBER OF RESPONDENTS PERCENTAGE (%)Excellent 14 35%Good 22 55%Fair 4 10%Poor 0 0%

Analysis –

From the above table, it is observed that 90% out of the total respondents agreed to the very quality of Sony Bravia. While only 10% respondents felt the quality of Sony Bravia to be just average.

Graph No.12 - Quality aspect of Sony Bravia as per its advisement.

35%

55%

10%

Excellent

Good

Fair

Poor

Interpretation –

From the above graph, it can be stated that majority of the customers finds the quality of Sony Bravia to be excellent as per its advertisement. While very few felt that it could have been better.

Table No.13 – Overall experience in NRS Mercantile (Sony centre).

OPTIONS NUMBER OF RESPONDENTS PERCENTAGE (%)Excellent 9 22.5%Above average 27 67.5%Average 4 10%Below average 0 0%Poor 0 0%

Analysis –

From the above table, it is observed that 90% out of the total respondent were delighted and satisfied with the overall experience of the store. While 10% respondents felt that the overall experience was just average.

Graph No.13 - Overall experience in NRS Mercantile (Sony centre).

22.50%

67.50%

10.00%

Excellent

Above average

Average

Below average

Poor

Interpretation –

From the above graph, it is observed that almost all the customers felt satisfied with the overall experience in NRS Mercantile (Sony centre).

CHAPTER 4

SUMMARY OF FINDINGS

Based on the data analysis and interpretation the following findings have being forwarded:

93% customers hold a strong opinion about having a Television in the household today, as it is an important and necessary asset. Television today is seen as synonymous to being in touch with the outer world.

30% of the customers preferred Sony Bravia is usually preferred. In fact, most customers have desired willingness to make a purchase Sony Bravia. But at the same time, Samsung, LG and Panasonic are its major competitors who have almost equal shares in the market.

48% of the customers came to know about Sony Bravia through its advertisement. Newspaper equally played an important role among the other sources. While hoardings and banners did not pay much heed in creating customers awareness.

Among the various sales promotion schemes of the company, discounts and rebates is found to be the most attractive among the customer regarding Sony Bravia, i.e 55% customers have appreciated it.Although few customers i.e 28% also appreciates the instalment schemes of the company provided by HDFC bank that have very low interest rate.

75% of the customers approves of getting the sufficient discount on Sony Bravia from the company pertaining to Sony Bravia.

90% customers have positive impression regarding the benefits of discount made by the company on Sony Bravia.

Most of the customer approves discounts and rebates to be most attractive wherelse seasonal offer and festive offers are not considered as the most motivating, to make a purchase decision.

NRS Mercantile (Sony centre) has the potential to attract customers to its outlet for the proper assortment and systematic display of Sony Bravia. 80% customers approves to the subject matter.

45% of the customer holds a neutral opinion about creating an impact, when Sony Bravia is being endorsed by the celebrities, i.e. customers felt that celebrity endorsement does not play much of a role to make a purchase decision.

Majority of the customers that is 50% gives a sensation that not many benefits can be pointed out of Sony Bravia even after being a major sponsor in FIFA world cup. As a matter of fact, sponsorship does not play much of any role in customers purchase decision.

98% customers approved that Sony Bravia’s advertisement is very attractive.

Majority of customers 90% customers seems to find the quality of Sony Bravia to be excellent as per its advertisement.

90% customers felt delighted and satisfied with the overall experience of NRS Mercantile (Sony centre) outlet and they would like to visit again.

CHAPTER 5

SUGGESTIONS

AND

CONCLUSION

SUGGESTIONS

The company should continue marketing endeavours in T.V., newspaper and magazines, as they are most effective means of promotion.

Among the various sales promotion schemes of the company pertaining to Sony Bravia, discounts and rebates is considered to be the most attractive. This can be the strength of the company as well as an opportunity to increase its sales margin if properly maintained.

Majority of the customers already finds Bravia’s advertisements to be attractive with or without being endorsed by celebrity. Celebrity endorsement is a costly affair. The company can save expenditure on this regard and rather encourage more graphical, 3D effects to make it more eye catching.

The company can also implement upon using large stickers and wall paper apart from hanging danglers and stickers which are not able to create much attention. It is suggested that the company should emphasize using large size materials to make it appealing.

Although quality of Bravia has been very fine but few customers also felt that prices of the Television sets are comparatively high in regard of its quality. In this case, the company should impose more of complementary gifts, coupons, scratch cards, lucky draws to equalize upon the impression that customers hold with the high price criteria.

CONCLUSION

The project entitle “A Study on the effectiveness of sales promotion activities of NRS Mercantile Service Pvt. Ltd. (Sony Centre) in creating customer awareness pertaining to Sony Bravia” has been prepared in an attempt to study the various sales promotion activities of the company pertaining to Sony Bravia and to determine the impact of on the customer purchase decision

Based on the data analysis and data interpretation it was found that, Sony Bravia is usually preferred by customers as well as they have desired willingness to purchase Sony Bravia. But at the same time, Samsung, LG and Panasonic are its major competitors who have almost equal shares in the market. It was also found that among the various sales promotion schemes of the company, discounts and rebates is found to be the most attractive and customers have positive impression regarding the benefits of it.

Based on the findings of the study, few suggestions are being forwarded. The company should continue marketing endeavours in T.V., newspaper and magazines, as they are most effective means of promotion. Among the various sales promotion schemes of the company pertaining to Sony Bravia, discounts and rebates is considered to be the most attractive. This can be the strength of the company as well as an opportunity to increase its sales margin if properly maintained. Although quality of Bravia has been very fine but few customers also felt that prices of the Television sets are comparatively high in regard of its quality. In this case, the company should impose more of complementary gifts, coupons, scratch cards, lucky draws to equalize upon the impression that customers hold with the high price criteria.

Sony has engaged in aggressive promotional campaigns through advertising and sales promotion. Prominent among these are the sales promotion campaigns that it undertakes on regular basis such as discounts, coupons, instalments facility, premiums etc. Sales promotion is a sure way of increasing store traffic and also a number of people who become loyal to the company. Given that sale promotion is expensive, it only makes sense if it brings positive results, i.e. achieving the objectives it was intended for.

Hence, this study was undertaken to determine the extent to which sales promotion has been successful in creating an impact on customers purchase decisions. Moreover, it would also draw the attention of the company towards the least effective sales promotion tool so that the company can redesign its sales promotion strategy to ensure that the company’s approaches are being implemented in a cost effective way and it stays ahead of competition.

ANNEXURE - Questionnaire

QUESTIONNAIRE

Dear respondent,

I am a student of BBA 6th Semester of North Eastern Regional Institute of Management, Guwahati (affiliated to Dibrugarh University and approved by AICTE). As a part of our course curriculum, I am doing a project entitled “A study on effectiveness of sales promotion activities in creating customer awareness pertaining to Sony Bravia in Guwahati city”. I would be very grateful if you could kindly spare some of your valuable time to fill up the questionnaire

provided, as this will immensely help me in carrying out my study. At the same time I assure you that all relevant information provided by you will be kept confidential and it would be used for academic purpose only.

Thanking you,

Wrishav Thakur

(BBA 6th semester)

NERIM, GUWAHATI.

Please provide the following information:-

Name-

Contact no.-

Gender- Male Female

Q1. Do you think T.V. is a necessity in an Indian household today?

Yes No Can’t say

Q2. If yes, then which brand of television are you using at present?

Sony Samsung LG Panasonic Other

Q3. How have you come to know about Sony Bravia Television?

A. Through advertisement. B. Through newspaper.

C. Through hoardings and banners. D. Through friends and relatives.E. Other mediums.

Q4. Which promotional scheme of our company regarding Sony Bravia did you find attractive?

A. Installment facility. B. Discounts and rebates.C. Exchange offers.D. Offers during festival.

Q5. Do you get sufficient discount on Sony Bravia from the company?

A. Always B. OftenC. Sometimes D. RarelyE. Never

Q6. The discount offer made by the company regarding Sony Bravia has benefits for the Customers.

A. Strongly agreeB. Somewhat agreeC. Neither agree nor disagreeD. Somewhat disagreeE. Strongly disagree

Q7. Seasonal ending offers and festival offers are most motivating sales promotion tool for the customers to buy Sony Bravia.

A. Strongly agreeB. Somewhat agreeC. Neither agree nor disagreeD. Somewhat disagreeE. Strongly disagree

Q8. Regarding the interior decorum of NRS Mercantile (Sony centre), which of these according to you attracts customers?

A. Proper assortment and display of Bravia.B. Properly mentioned price tags along with features for all the Bravias.C. Hanging stickers and danglers of Bravia.

Q9. Sony Bravia being endorsed by the celebrities has quite an impact on customers purchase decision.

A. Strongly agreeB. Somewhat agree

C. Neither agree nor disagreeD. Somewhat disagreeE. Strongly disagree

Q10. Sony Bravia being a major sponsor in FIFA World cup has visible benefits for its customers.

A. Strongly agreeB. Somewhat agreeC. Neither agree nor disagreeD. Somewhat disagreeE. Strongly disagree

Q11. How do you find the attractiveness of Sony Bravia’s advertisement?

A. Extremely attractiveB. AttractiveC. Average D. UnattractiveE. Not at all attractive

Q12. What is your opinion regarding the quality aspect of Sony Bravia as per its advertisement?

A. ExcellentB. GoodC. FairD. Poor

Q13. How would you rate the overall experience in NRS Mercantile (Sony Centre) regarding the sales promotional activity of Sony Bravia?

Excellent............................ 1, Above average.......................... 2, Average...................... 3,

Below average........................ 4, Poor........................ 5.

Q14. Any suggestions regarding the promotional activity of Sony Bravia......................................

.................................................................................................................................................

BIBLIOGRAPHY

Listed below are the names of the Books and Websites that are being referred during the project work.

Books:

Kotler Philip, Marketing Management (2003), 11th edition, Prentice Hall of India.

Sherlekar S.A., Modern Marketing (A manual of Marketing, Salesmanship and Advertising), 13th revised edition, Himalaya Publishing House.

Kothari C.R., Research Methodology (Methods and Techniques), 2ND revised edition, New age international publishers.

Websites:

http://en.wikipedia.org/wiki/Sony http://www.sony.co.in/article/211979/section/overview http://www.inc.com/encyclopedia/sales-promotion.html http://presscentre.sony.eu/content/detail.aspx?NewsAreaId=29&ReleaseID=4486 http://violetta-morozova.blogspot.in/2011/03/sales-promotion-and-personal-selling.html http://en.wikipedia.org/wiki/Sony_marketing http://www.kidsfront.com/television.html http://inventors.about.com/od/tstartinventions/a/Television.htm http://www.indianmirror.com/indian-industries/television.html