“MARKETING AND SALES AT TENHARD

INDIA PVT. LTD"

SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENTS FOR THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

(2020-2022)

SUBMITTED TO: SUBMITTED BY:

DR. AJAY KUMAR SAINI PRADEEP PALIWAL

FACULTY OF MANAGEMENT MBA 3RD SEM

GEHU GEHU

GRAPHIC ERA HILL UNIVERSITY

DEHRADUN

(DECEMEBER, 2021)

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 CERTIFICATE

This is to certify that the report titled “MARKETING AND SALES AT

TENHARD INDIA PVT. LTD" is an independent work of PRADEEP
PALIWAL of MBA 2020-2022. The report has been prepared under my
guidance and supervision. This project is original and not submitted
previously.

DATE: DR. AJAY KUMAR SAINI

PLACE: Dehradun Faculty of Management

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 DECLARATION

I hereby declare that the project entitled “MARKETING AND SALES

AT TENHARD INDIA PVT. LTD” submitted in partial fulfillment of
the requirement for the degree of MBA to Graphic Era Hill University, at
Dehradun is my original work and not submitted for award if any other
degree/ diploma or similar title or prize.

DATE: ..2021 PRADEEP PALIWAL

MBA (2020-2022)

PLACE: Dehradun

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 ACKNOWLEDGEMENT

This report has been made possible with the cooperation of many
persons whom I wish to express my gratitude and appreciation. I am very
grateful to the people who supported me to transform the report in the
materialistic form.

I am thankful to DR. AJAY KUMAR SAINI faculty management

at GRAPHIC ERA HILL UNIVERSITY, Dehradun for his gratitude
during my project and giving me full co-operation and also valuable
information and guidance, without which it would not be possible for me
to complete the manuscript.

I would also like to thanks the librarian and staff members of

GRAPHIC ERA HILL UNIVERSITY, Dehradun for providing me the
required books in this field and my friends who were always there to
assist me at odd hours also.

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5
 EXECUTIVE SUMMARY

Tenhard India Private Limited is an unlisted private company incorporated on 20 July, 2020.
It is classified as a private limited company and is located in East Delhi, Delhi. It's authorized
share capital is INR 1.00 lac and the total paid-up capital is INR 1.00 lac.

The current status of Tenhard India Private Limited is - Active.

The last reported AGM (Annual General Meeting) of Tenhard India Private Limited, per our
records, was held on 30 November, 2021. Also, as per our records, its last balance sheet was
prepared for the period ending on 31 March, 2021.

Tenhard India Private Limited has two directors - Ajay Kumar Singh and Parul Puri.

The Corporate Identification Number (CIN) of Tenhard India Private Limited is

U22300DL2020PTC366500. The registered office of Tenhard India Private Limited is at J 68
LAXMI NAGAR, DELHI, East Delhi, Delhi.

CONTENT

SR.NO TOPIC
1 CHAPTER 1
INTRODUCTION
REVIEW OF LITERATURE
COMPANY PROFILE
2 CHAPTER 2
RESEARCH METHODOLOGY

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3 CHAPTER 3
DATA ANALYSIS AND INTERPRETATION
4 CHAPTER 4
FINDINGS
CONCLUSION
RECOMMENDATIONS
5 BIBLIOGRAPHY
QUESTIONNAIRE

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INTRODUCTION

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 INTRODUCTION
Sales promotion - Short-term incentives to encourage the purchase or sale of a
product or service.

Sales promotion describes promotional methods using special short-term techniques

to persuade members of a target market to respond or undertake certain activity.  As a
reward, marketers offer something of value to those responding generally in the form
of lower cost of ownership for a purchased product (e.g., lower purchase price, money
back) or the inclusion of additional value-added material (e.g., something more for the
same price).

Sales promotions are often confused with advertising.  For instance, a television
advertisement mentioning a contest awarding winners with a free trip to a Caribbean
island may give the contest the appearance of advertising.  While the delivery of the
marketer’s message through television media is certainly labeled as advertising, what
is contained in the message, namely the contest, is considered a sales promotion.  The
factors that distinguish between the two promotional approaches are:

 Whether the promotion involves a short-term value proposition (e.g., the contest is
only offered for a limited period of time), and
 The customer must perform some activity in order to be eligible to receive the
value proposition (e.g., customer must enter contest). 

The inclusion of a timing constraint and an activity requirement are hallmarks of sales
promotion.

Sales promotions are used by a wide range of organizations in both the consumer and
business markets, though the frequency and spending levels are much greater for
consumer products marketers.  One estimate by the Promotion Marketing Association
suggests that in the US alone spending on sales promotion exceeds that of advertising.
Sales promotion is a tool used to achieve most of the five major promotional
objectives:-

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1. Building Product Awareness:
Several sales promotion techniques are highly effective in exposing customers to
products for the first time and can serve as key promotional components in the early
stages of new product introduction.

Additionally, as part of the effort to build product awareness, several sales promotion
techniques possess the added advantage of capturing customer information at the time
of exposure to the promotion.  In this way sales promotion can act as an effective
customer information gathering tool (i.e., sales lead generation), which can then be
used as part of follow-up marketing efforts.

2. Creating Interest:
Marketers find that sales promotions are very effective in creating interest in a
product.  In fact, creating interest is often considered the most important use of sales
promotion.  In the retail industry an appealing sales promotions can significantly
increase customer traffic to retail outlets. 

Internet marketers can use similar approaches to bolster the number of website
visitors.  Another important way to create interest is to move customers to experience
a product.  Several sales promotion techniques offer the opportunity for customers to
try products for free or at low cost.

3. Providing Information:
Generally sales promotion techniques are designed to move customers to some action
and are rarely simply informational in nature.  However, some sales promotions do
offer customers access to product information.  For instance, a promotion may allow
customers to try a fee-based online service for free for several days.  This free access
may include receiving product information via email.

4. Stimulating Demand:
Next to building initial product awareness, the most important use of sales promotion
is to build demand by convincing customers to make a purchase.  Special promotions,
especially those that lower the cost of ownership to the customer (e.g., price
reduction), can be employed to stimulate sales.
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5. Reinforcing the Brand:
Once customers have made a purchase sales promotion can be used to both encourage
additional purchasing and also as a reward for purchase loyalty (see loyalty programs
below).  Many companies, including airlines and retail stores, reward good or
“preferred” customers with special promotions, such as email “special deals” and
surprise price reductions at the cash register.

Sales promotion includes several communications activities that attempt to provide

added value or incentives to consumers, wholesalers, retailers, or other organizational
customers to stimulate immediate sales. These efforts can attempt to stimulate product
interest, trial, or purchase. Examples of devices used in sales promotion include
coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and
sweepstakes.

Sales Promotion Strategies

There are three types of sales promotion strategies:

1. Push 2. Pull 3. Combination of push &pull.

1. A push strategy involves convincing trade intermediary channel members to

"push" the product through the distribution channels to the ultimate consumer via
promotions and personal selling efforts. The company promotes the product through a
reseller who in turn promotes it to yet another reseller or the final consumer. Trade-
promotion objectives are to persuade retailers or wholesalers to carry a brand, give a
brand shelf space, promote a brand in advertising, and/or push a brand to final
consumers. Typical tactics employed in push strategy are: allowances, buy-back
guarantees, free trials, contests, specialty advertising items, discounts, displays, and
premiums.

2. A pull strategy attempts to get consumers to "pull" the product from the
manufacturer through the marketing channel. The company focuses its marketing
communications efforts on consumers in the hope that it stimulates interest and
demand for the product at the end-user level. This strategy is often employed if

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distributors are reluctant to carry a product because it gets as many consumers as
possible to go to retail outlets and request the product, thus pulling it through the
channel. Consumer-promotion objectives are to entice consumers to try a new
product, lure customers away from competitors’ products, get consumers to "load up"
on a mature product, hold & reward loyal customers, and build consumer
relationships. Typical tactics employed in pull strategy are: samples, coupons, cash
refunds and rebates, premiums, advertising specialties, loyalty programs/patronage
rewards, contests, sweepstakes, games, and point-of-purchase (POP) displays.

Tools of Sales Promotion are:-

 Coupons
 Discounts
 Contest
 Point of purchase displays
 Rebates
 Free Samples (in the case of food items)
 Gifts and incentive items
 Free travel, such as free flights
 Sales promotions targeted at the consumer are called consumer sales
promotions. Sales promotions targeted at retailers and wholesale are called
trade sales promotions.

Sales Promotion Techniques

Consumer sales Promotions.

Sales promotions targeted at the consumer are called consumer sales promotions.
Trade Sales Promotions.
Sales promotions targeted at retailers and wholesale are called trade sales
promotions.

Consumer sales promotion techniques:

 Price deal: A temporary reduction in the price, such as happy hour.

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 Loyalty rewards program: Consumers collect points, miles, or credits for
purchases and redeem them for rewards. Two famous examples are Pepsi stuff
Cents-off deal: Offers a brand at a lower price. Price reduction may be a
percentage marked on the package.
 Price-pack deal: The packaging offers a consumer a certain percentage more of
the product for the same price (for example, 25 percent extra).
 Coupons: coupons have become a standard mechanism for sales promotions.
 Loss leader: the price of a popular product is temporarily reduced in order to
stimulate other profitable sales
 Free-standing insert (FSI): A coupon booklet is inserted into the local newspaper
for delivery.
 On-shelf couponing: Coupons are present at the shelf where the product is
available.
 Checkout dispensers: On checkout the customer is given a coupon based on
products purchased.
 On-line couponing: Coupons are available on line. Consumers print them out and
take them to the store.
 Mobile couponing: Coupons are available on a mobile phone. Consumers show
the offer on a mobile phone to a salesperson for redemption.
 Online interactive promotion game: Consumers play an interactive game
associated with the promoted product. See an example of the Interactive Internet
Ad for tomato ketchup.
 Rebate: Consumers are offered money back if the receipt and Barcode are mailed
to the producer.
 Contests/sweepstakes/games: The consumer is automatically entered into the
event by purchasing the product.
 Point-of-sale displays
Trade sales promotion techniques:
 Trade allowances: short term incentive offered to induce a retailer to stock up on a
product.
 Dealer loader: An incentive given to induce a retailer to purchase and display a
product.
 Trade contest: A contest to reward retailers that sell the most product.

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 Point-of-purchase displays: Extra sales tools given to retailers to boost sales.
 Training programs: dealer employees are trained in selling the product.
 Push money: also known as "spiffs". An extra commission paid to retail
employees to push products.

Types of Sales Promotion

Sales promotion can be classified based on the primary target audience to whom the
promotion is directed.  These include:

1. Consumer Sales Promotion

Consumer sales promotions encompass a variety of short-term promotional
techniques designed to induce customers to respond in some way.  The most popular
consumer sales promotions are directly associated with product purchasing.  These
promotions are intended to enhance the value of a product purchase by either reducing
the overall cost of the product (i.e., get same product but for less money) or by adding
more benefit to the regular purchase price (i.e., get more for the money). 

While tying a promotion to an immediate purchase is a major use of consumer sales

promotion, it is not the only one.  As we noted above, promotion techniques can be
used to achieve other objectives such as building brand loyalty or creating product
awareness.  Consequently, a marketer’s promotional toolbox contains a large variety
of consumer promotions.

Next we discuss the following 11 types of consumer sales promotions:

 Coupons
 Rebates
 Promotional Pricing
 Trade-In
 Loyalty Programs
 Sampling and Free Trials
 Free Product
 Premiums

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 Contests and Sweepstakes
 Demonstrations
 Personal Appearances

Coupons:
Most consumers are quite familiar with this form of sales promotion, which offers
purchasers price savings or other incentives when the coupon is redeemed at the time
of purchase.  Coupons are short-term in nature since most (but not all) carry an
expiration date after which the value may not be received.  Also, coupons require
consumer involvement in order for value to be realized.  In most cases involvement
consists of the consumer making an effort to obtain the coupon (e.g., clip from
newspaper) and then presenting it at the time of purchase. 
Coupons are used widely by marketers across many retail industries and reach
consumers in a number of different delivery formats including:

 Free-Standing Inserts (FSI) – Here coupon placement occurs loosely (i.e.,

inserted) within media, such as newspapers and direct mail, and may or may not
require the customer to cut away from other material in order to use.
 Cross-Product – These consist of coupons placed within or on other products. 
Often a marketer will use this method to promote one product by placing the
coupon inside another major selling product.  For example, a pharmaceutical
company may imprint a coupon for a cough remedy on the box of a pain
medication.  Also, this delivery approach is used when two marketers have struck
a cross promotion arrangement where each agrees to undertake certain marketing
activity for the other.
 Printout – A delivery method that is common in many food stores is to present
coupons to a customer at the conclusion of the purchasing process. These
coupons, which are often printed on the spot, are intended to be used for a future
purchase and not for the current purchase which triggered the printing.
 Product Display – Some coupons are nearly impossible for customers to miss as
they are located in close proximity to the product.  In some instances coupons may
be contained within a coupon dispenser fastened to the shelf holding the product

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 while in other cases coupons may be attached to a special display (see POP
display below) where customers can remove them (e.g., tear off).
 Internet – Several specialized websites, such as HotCoupons.com, and even some
manufacturer’s sites, allow customers to print out coupons.  These coupons are
often the same ones appearing in other media, such as newspapers or direct mail. 
In other cases, coupons may be sent via email, though to be effective the
customer’s email program must be able to receive HTML email (and not text
only) in order to maintain required design elements (e.g., bar code).
 Electronic – The Internet is also seeing the emergence of new non-printable
coupons redeemable through website purchases.  These electronic coupons are
redeemed when the customer enters a designated coupon code during the purchase
process.

Rebates:
Rebates, like coupons, offer value to purchasers typically by lowering the customer’s
final cost for acquiring the product.  While rebates share some similarities with
coupons, they differ in several keys aspects.  First, rebates are generally handed or
offered (e.g., accessible on the Internet) to customers after a purchase is made and
cannot be used to obtain immediate savings in the way coupons are used.  (So called
“instant rebates”, where customers receive price reductions at the time of purchase,
have elements of both coupons and rebates, but for our purposes we will classify these
as coupons due to the timing of the reward to the customer).

Second, rebates often request the purchaser to submit personal data in order to obtain
the rebate.  For instance, customer identification, including name, address and contact
information, is generally required to obtain a rebate.  Also, the marketer may ask
those seeking a rebate to provide additional data such as indicating the reason for
making the purchase.
Third, unlike coupons that always offer value when used in a purchase (assuming it is
accepted by the retailer), receiving a rebate only guarantees value if the customer
takes actions.  Marketers know that not all customers will respond to a rebate.  Some
will misplace or forget to submit the rebate while others may submit after a required

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deadline.  Marketers factor in the non-redemption rate as they attempt to calculate the
cost of the rebate promotion.

Finally, rebates tend to be used as a value enhancement in higher priced products

compared to coupons.  For instance, rebates are a popular promotion for automobiles
and computer software where large amounts of money may be returned to the
customer.

Promotional Pricing:
One of the most powerful sales promotion techniques is the short-term price reduction
or, as known in some areas, “on sale” pricing. Lowering a product’s selling price can
have an immediate impact on demand, though marketers must exercise caution since
the frequent use of this technique can lead customers to anticipate the reduction and,
consequently, withhold purchase until the price reduction occurs again.

As we will see in a later tutorial, promotional pricing is also considered within the
framework of the Price marketing mix component.  More on of this technique will be
provided in that discussion.
Trade-In:
Trade-in promotions allow consumers to obtain lower prices by exchanging
something the customer possess, such as an older product that the new purchase will
replace.  While the idea of gaining price breaks for trading in another product is most
frequently seen with automobile sales, such promotions are used in other industries,
such as computers and golf equipment, where the customer’s exchanged product can
be resold by the marketer in order to extract value.

Loyalty Programs:
Promotions that offer customers a reward, such as price discounts and free products,
for frequent purchasing or other activity are called loyalty programs.  These
promotions have been around for many years but grew rapidly in popularity when
introduced in the airline industry as part of frequent-filer programs.  Loyalty programs
are also found in numerous other industries, including grocery, pizza purchasing and

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online book purchases, where they may also be known as club card programs since
members often must use a verification card as evidence of enrollment in the program.
Many loyalty programs have become ingrained as part of the value offered by a
marketer.  That is, a retailer or marketing organization may offer loyalty programs as
general business practice.  Under this condition loyalty program does not qualify as a
sales promotion since it does not fit the requirement of offering a short-term value
(i.e., it is always offered).  However, within a general business practice loyalty
program a sales promotion can be offered, such as special short-term offer that lowers
the number of points needed to acquire a free product.

Sampling and Free Trials:

Enticing members of a target market to try a product is often easy when the trial
comes at little or no cost to the customer.  The use of samples and free trials may be
the oldest of all sales promotion techniques dating back to when society advanced
from a culture of self-subsistence to a culture of trade.
Sampling and free trials give customers the opportunity to experience products, often
in small quantities or for a short duration, without purchasing the product.  Today,
these methods are used in almost all industries and are especially useful for getting
customers to try a product for the first time.

Free Product:
Some promotional methods offer free products but with the condition that a purchase
be made.  The free product may be in the form of additional quantities of the same
purchased product (e.g., buy one, get one free) or specialty packages (e.g., value pack)
that offer more quantity for the same price as regular packaging.
Premiums:
Another form of sales promotion involving free merchandise is premium or “give-
away” items.  Premiums differ from samples and free product in that these often do
not consist of the actual product, though there is often some connection.  For example,
a cell phone manufacturer may offer access to free downloadable ring tones for those
purchasing a cell phone.

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Contests and Sweepstakes:
Consumers are often attracted to promotions where the potential value obtained is
very high.  In these promotions only a few lucky consumers receive the value offered
in the promotion.  Two types of promotions that offer high value are contests and
sweepstakes.

Contests are special promotions awarding value to winners based on skills they
demonstrate compared to others.  For instance, a baking company may offer free
vacations to winners of a baking contest.  Contest award winners are often determined
by a panel of judges.

Sweepstakes or drawings are not skill based but rather based on luck.  Winners are
determined by random selection.  In some cases the chances of winning may be
higher for those who make a purchase if entry into the sweepstake occurs
automatically when a purchase is made.  But in most cases, anyone is free to enter
without the requirement to make a purchase.

Demonstrations:
Many products benefit from customers being shown how products are used through a
demonstration.  Whether the demonstration is experienced in-person or via video
form, such as over the Internet, this promotional technique can produce highly
effective results.  Unfortunately, demonstrations are very expensive to produce. 

Costs involved in demonstrations include paying for the expense of the demonstrator,
which can be high if the demonstrator is well-known (e.g., nationally known chef),
and also paying for the space where the demonstration is given.

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Personal Appearances:
An in-person appearance by someone of interest to the target market, such as an
author, sports figure or celebrity, is another form of sales promotion capable of
generating customer traffic to a physical location.  However, as with demonstrations,
personal appearance promotion can be expensive since the marketer normally must
pay a fee for the person to appear.

2. Trade Sales Promotions:

Promotion Decisions, certain promotions can help “push” a product through the
channel by encouraging channel members to purchase and also promote the product to
their customers.  For instance, a trade promotion aimed at retailers may encourage
retailers to instruct their employees to promote a marketer’s brand over competitors’
offerings.  With thousands of products competing for limited shelf space, spending on
trade promotion is nearly equal that spent on consumer promotions.

Many sales promotions aimed at building relationships with channel partners follow
similar designs as those directed to consumers including promotional pricing, contests
and free product.  In addition to these, several other promotional approaches are
specifically designed to appeal to trade partners.  These approaches include:

 Point-of-Purchase Displays
 Advertising Support Programs
 Short Term Allowances
 Sales Incentives or Push Money
 Promotional Products
 Trade Shows

Point-of-Purchase Displays:
Points of purchase (POP) displays are specially designed materials intended for
placement in retail stores.  These displays allow products to be prominently presented,
often in high traffic areas, and thereby increase the probability the product will
standout.  POP displays come in many styles, though the most popular are ones

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allowing a product to stand alone, such as in the middle of a store aisle or sit at the
end of an aisle (i.e., end-cap) where it will be exposed to heavy customer traffic. 
For channel partners, POP displays can result in significant sales increases compared
to sales levels in a normal shelf position.  Also, many marketers will lower the per-
unit cost of products in the POP display as an incentive for retailers to agree to
include the display in their stores.

Advertising Support Programs:

In addition to offering promotional support in the form of physical displays, marketers
can attract channel members’ interest by offering financial assistance in the form of
advertising money.  These funds are often directed to retailers who then include the
company’s products in their advertising.  In certain cases the marketer will offer to
pay the entire cost of advertising, but more often, the marketer offers partial support
known as co-op advertising funds.

Short Term Trade Allowances:

This promotion offers channel partners price breaks for agreeing to stock the product. 
In most cases the allowance is not only given as encouragement to purchase the
product but also as an inducement to promote the product in other ways such as by
offering attractive shelf space or store location, highlighting the product in company-
produced advertising or website display, or by agreeing to have the retailer’s sales
personnel “talk-up” the product to customers.
Allowances can be in the form price reductions (a.k.a. off-invoice promotion) and
buy-back guarantees if the product does not sell in certain period of time.

Sales Incentives or Push Money:

Since sales promotions are intended to stimulate activity that leads to meeting
promotional objectives, it makes sense that these can also apply to those in the
organization who also affect sales.  Thus, sales promotions are commonplace among
an organization’s sales force and customer service staff where they are used as
incentives to help sell more of the marketer’s product.  Sometimes called push money,
these promotions typically offer employees cash or prizes, such as trips, for those that
meet sales requirements.
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Promotional Products:
Among the most widely used methods of sales promotions is the promotional product;
products labeled with the brand or company name that serve as reminders of the
actual product.  For instance, companies often hand out free calendars, coffee cups
and pens that contain the product logo.

Trade Shows:
One final type of trade promotion is the industry trade show (a.k.a. exhibitions,
conventions). Trade shows are organized events that bring both industry buyers and
sellers together in one central location.  Spending on trade shows is one of the highest
of all sales promotions.  In fact, the Promotion Marketing Association estimates that
over (US) $20 billion is spent annually by marketers to participate in trade shows.
Marketers are attracted to trade shows since these offer the opportunity to reach a
large number of potential buyers in one convenient setting.  At these events most
sellers attempt to capture the attention of buyers by setting up a display area to present
their product offerings and meet with potential customers.  These displays can range
from a single table covering a small area to erecting specially built display booths that
dominate the trade show floor.

Business-to-Business Sales Promotions:

The use of sales promotion is not limited to consumer products marketing.  In
business-to-business markets sales promotions are also used as a means of moving
customers to action.  However, the promotional choices available to the B-to-B
marketer are not as extensive as those found in the consumer or trade markets.  For
example, most B-to-B marketers do not use coupons as a vehicle for sales promotion
with the exception of companies that sell to both consumer and business customers
(e.g., products sold through office supply retailers).  Rather, the techniques more
likely to be utilized include:
 Price-reductions
 Free product
 Trade-in
 Promotional products

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 Trade shows 

2.9.4 Trends in Sales Promotion

Marketers who employ sales promotion as a key component in their promotional
strategy should be aware of how the climate for these types of promotions is
changing. The important trends in sales promotion include:

Electronic Delivery:
Sales promotions are delivered to customers in many ways such as by mail, in-person
or within print media.  However, the Internet and mobile technologies, such as cell
phones, present marketers with a number of new delivery options.  For examples, the
combination of mobile devices and geographic positioning technology will soon
permit marketers to target promotions to a customer’s physical location.  This will
allow retailers and other businesses to issue sales promotions, such as electronic
coupons, to a customer’s mobile device when they are near the location where the
coupon can be used.

A sub-set of both contests and sweepstakes are games, which come in a variety of
formats such as scratch-off cards and collection of game pieces.  Unlike contests and
sweepstakes, which may not require purchase, to participate in a game customers may
be required to make a purchase.  In the United States and other countries, where
eligibility is based on purchase, games may be subjected to rigid legal controls and
may actually fall under that category of lotteries, which are tightly controlled.

Tracking:
As we discussed in our coverage of advertising, tracking customer’s response to
marketers’ promotional activity is critical for measuring success of an advertisement. 
In sales promotion, tracking is also used.  For instance, grocery retailers, whose
customers are in possession of loyalty cards, have the ability to match customer sales
data to coupon use.  This information can then be sold to coupon marketers who may
use the information to get a better picture of the buying patterns of those responding
to the coupon.

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Internet Communication:
For many years consumers typically became aware of sales promotions in passive
ways.  That is, most customers obtained promotions not through an active search but
by being a recipient of a marketer’s promotion activity (e.g., received coupons in the
mail).  The Internet is changing how customers obtain promotions.  In addition to
websites that offer access to coupons, there are a large number of community forum
sites where members share details about how to obtain good deals which often include
information on how or where to find a sales promotion.  Monitoring these sites may
offer marketers insight into how customers feel about certain promotions and may
even suggest ideas for future sales promotions.

Clutter and Need for Creativity:

In the same way an advertisement competes with other ads for customers’ attention,
so to do sales promotions. This is particularly an issue with inserted coupon
promotions that may be included in mailing or printed media along with numerous
other offerings.  The challenge facing marketers is to find creative ways to separate
their promotions from those offered by their competitors.

Customers Expectations:
The onslaught of sales promotion activity over the last several decades has eroded the
value of the short-term requirement to act on sales promotions.  Many customers are
conditioned to expect a promotion at the time of purchase otherwise they may
withhold or even alter their purchase if a promotion is not present.  For instance, food
shoppers are inundated on a weekly basis with such a wide variety of sales
promotions that their loyalty to certain products has been replaced by their loyalty to
current value items (i.e., products with a sales promotion).  For marketers the
challenge is to balance the advantages short-term promotions offer versus the
potential to erode loyalty to the product.

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 REVIEW OF LITERATURE

In the research of Dr. Muhammad Sabbir Rahman (2012), the purpose of this paper
is to find out the determinants that are significantly influencing telecom customer’s
perception in India. The study surveyed 450 telecom customers in India from Dhaka
city to determine the key influential factors that significantly influence on their
perception. The data analyses were conducted by exploratory factor analysis,
confirmatory factor analysis and structural equation modeling to test the hypothesis.
The results of the statistical analysis reflected that most of the telecom customers are
highly concerned about service quality followed by corporate image. Few studies
have explored over the years under this market regarding this research issue.
Moreover, this is a relatively new issue that remains largely undiscovered by
researchers under underdeveloped country’s telecom operator’s perspective. It is
hoped that the findings may assist the mobile phone operators in production of their
services and promotion of their services.

The study of Siew-Phaik Loke, Ayankunle Adegbite Taiwo, Hanisah Mat Salim,
and Alan G. Downe (2011) by using the SERVQUAL model, their study aimed to
examine the impacts of reliability, responsiveness, assurance, empathy and tangible
aspects on customer satisfaction. Gap analysis was used to determine the perceived
importance and satisfaction on each dimension of service quality, and regression
analysis was conducted to test the relationship between service quality and levels of
customer satisfaction. Results indicated that reliability, responsiveness, assurance and
empathy significantly positively influenced customer attitudes in terms of satisfaction
and loyalty. In addition, t- test results showed that there was a significant gap between
the perceived satisfaction and importance (P-I) on all of the service quality
dimensions.

According to Rajkumar Paulrajan and Harish Rajkumar (2011), a research study

was conducted with an objective to understand the Indian consumers’ perception
choice in selecting cellular mobile telecommunication service providers. Consumers’
perception is widely varied in accordance with the Communication quality, call
service, facilities, price, customer care and service provider’s attributes. A structured
questionnaire was developed to collect the required primary data from the consumers.

25
Collected data were analyzed; reliability and factor analysis were carried out. The
outcome of this research shows a comprehensively integrated framework to
understand the relationships among several dimensions. The study shows
communication and price were most influential and most preferential factors in
selecting telecommunication service provider. However, product quality and
availability has a significant impact on consumer perception choice in selecting
cellular mobile service provider.

According to Olu Ojo (2010) his study investigates the relationship between service
quality and customer satisfaction in the telecommunication industry with a focus on
Mobile Telecommunication Network (MTN) Nigeria. A total of 230 respondents
participated in the study. Research questions and objectives were set, alongside the
hypothesis that were formulated and tested. Descriptive statistics comprising the
simple percentage and tables were used for data presentation and analysis. Regression
analysis and Pearson product moment correlation coefficient were employed in testing
our hypotheses. The study reveals that service quality has effect on customer
satisfaction and that there is a positive relationship between service quality and
customer satisfaction. The researcher concluded by recommending that organizations
should focus more attention on service quality, because of its effects on customer
satisfaction. To ensure that customer satisfaction level is high, organization must first
of all know the expectations of the customers and how they can meet such
expectations. Customer satisfaction helps in customer loyalty and retention. It has
been discovered that it costs to attract new customer than to retain existing ones. It is
also recommended that organizations should welcome suggestions from customers
and more programs should be designed to measure service quality and customer
satisfaction.

According to Oyeniyi, Omotayo and Abiodun Abolaji Joachim (2008), Customer

service has received considerable attention in marketing literature. This paper
attempts to find the relationship between customer services on customer retention in
telecommunication industry in Nigeria. If retention is not managed, customer’s
loyalty may be lost. This study examined the potential constructs in customer
retention by investigating the chain of effects of retention from customer service,

26
satisfaction, value and behavioral intention. The hypotheses are supported except that
a higher level of customer satisfaction does not lead to customer loyalty.

According to the Ming wang and chich-jen shieh (2006), the present paper, taking
Change Jung Christian University (CJCU) Library as an example, investigates the
user degree of importance and the performance provided by the library. This study
explores overall user satisfaction as well. A questionnaire survey is conducted to
reveal user perspectives on service quality. Based on literature, service quality has
five dimensions, which are tangibles, responsiveness, reliability, assurance and
empathy. The result indicate that the overall service quality has a significantly
positive effect on overall user satisfaction. Among these five dimensions except
responsiveness, all of them have a significantly positive effect on overall user
satisfaction. In addition, the top five important service quality features ranked by
users are; collections, loaning and returning services, overall atmosphere, electronic
database system, and online reservation and renewal.[38]

According to Ofir Turel, Alexander Serenko (2006), while customer satisfaction and
loyalty regarding most physical goods and services have been well explored in
academic literature, there exists little research on these factors with respect to mobile
telecommunications services. Nevertheless, standardized satisfaction measures are
suggested to be useful for various telecom industry stakeholders. However, such a
global standard measure of satisfaction with mobile services does not exist. This study
taps into these voids and examines the antecedents of customer satisfaction and
loyalty through an empirical investigation of 210 young adult cellular subscribers in
Canada by adapting the American Customer Satisfaction Model. Based on this model,
the satisfaction index of young adult Canadians was calculated. Overall, this study
offers insights for service providers, policymakers and subscribers and forms the
foundation for future benchmarking of the performance of wireless network operators
in terms of user satisfaction and loyalty.

27
28
COMPANY PROFILE

29
 COMPANY PROFILE

TENHARD INDIA is India’s leading Magazine and Journal subscription on-line

store. We offer one of the most comprehensive collections of magazines and journals.
Now in the first year of operation, we have successfully sold in the excess of ten
thousand subscriptions across the country, exceeding the growth rate of 30%.

Our customer base spreads the length and breadth of the country including Indian
Army units, Libraries, Schools, Colleges, Universities, Hotels, Resorts, Hospitals,
Labs, Doctors, Govt. Institutions and many more.

We partner directly with publishers to get you the best deals and special offers. We
also provide customized solutions for corporates and institutions, like bulk ordering,
branded covers, cover-on-cover, bulk gifting, and special discount offers.

Our unique and secure subscription sales and management platform, not only provides
a single-window subscription ordering facility but also caters to the need of managing
these subscriptions year on year. The built-in renewal management ensures timely
renewals without any breaks.

Our aim is to make your shopping experience convenient and easy. Our website is
specially designed for access through your favorite mobile / tablet. This makes
transacting through mobile as easy as it is on a PC.

Have queries? We would be delighted to hear from you, feel free to contact us.

30
 RESEARCH
METHODOLOGY

31
 RESEARCH OBJECTIVES AND METHODOLOGY

Any activity done without an objective in a mind cannot turn faithful. An objective
provides a specific direction to an activity. Objectives may range from very general to
very specify , but the should be clear enough to point out with responsible accuracy
what researcher wants to achieve through the study and how it will be helpful to the
decision maker in solving the problem.

Each research study has its own specific purpose. It is like to discover to question
through the application of scientific procedure. But the main aim of our research to
find out the truth that is hidden and which has not been discovered as yet.

OBJECTIVE OF THE STUDY

The objective of this project is

 To know the preference of customer towards TENHARD India Pvt. Ltd.

 The most effective media of sales promotion and gauge consumer's, reaction
to promotional effort,
 To find out the promotional activities.
 To know the impact of advertisement on the customer’s mind.
 To know the effect of sales promotion strategy adopted by the company on the
mind of the customers.

1). RESEARCH DESIGN

On the basis of theoretical study a research has many types. All of these are
distributed on the nature of research. Some of there are like

1. Descriptive and analytical

2. Qualitative and Quantitative
3. Conceptual and Empirical
4. Applied and Fundamental
5. One Time Research

Our research is based on descriptive, qualitative and Quantitative research.

32
Descriptive Research :- Descriptive research includes surveys and facts finding
enquires of different kinds. The major purpose of Descriptive research is description
of the state of affairs as it exists at present. Researcher has no control over the
variables of this type of research.

Qualitative Research: - In our research we need comparison between different

stage and different condition. So this based on all qualitative data in short, Qualitative
research is especially important in the behavioral science where the aim is to discover
the underline motives of human behavior. Though such research we can analyses
various factors which motivate to people to behave in particular manner or which
make people like or dislike a particular thing.

Quantitative Research: - Quantitative research is based on the measurement of

quantity or amount. It is applicable to phenomena that cab be expressed in terms of
Quantity. So we can use it in our research for collection of all the numerical data.

2).SAMPLING DESIGN:-

“Sample Design is a definite plan for obtaining a sample from a given population. It
refers to the technique or the procedure the researcher would adopt in selecting items
for the sample”

3). SOURCES OF DATA

TYPE OF DATA

A) PRIMARY DATA
B) SECONDRY DATA

A) PRIMARY DATA:-

a) questionnaire

b) Interview schedule

B) SECONDRY DATA:-

33
 a) Online Database

b) Journal

b) Internet

4) DATA COLLECTION TOOLS

Our research is based on qualitative & Quantitative research.

5) METHOD OF DATA COLLECTION

With the help of the questionnaire, interview schedul

Statistical Tools :- it is sample percentage method.

Sample Area: Uttarakhand

Sample Size: 50

34
DATA ANALYSIS AND
INTERPRETATION

35
How do you Came to know Magnik India Pvt. Ltd

Response Percentage
Advertisement 10 20%
Friends and family 10 20%
Social media 10 20%
Internet 5 10%
Magazines 5 10%
Others 10 20%

20% 20%
Advertisement
10% Friends and family
20% Social media
10%
Internet
20%
Magazines
Others

Interpretation:

Most of the respondents said the they came to know about TENHARD India Pvt. Ltd
from Advertisement.

36
Ease of location
Response Percentage
Excellent 30 60%
Good 10 20%
Neutral 5 10%
Bad 5 10%

10%
10%
Excellent
20% 60% Good
Neutral
Bad

Interpretation:

Most of the respondents said that the location of company is easily approachable

37
Ambience of the location
Response Percentage
Excellent 25 50%
Good 10 20%
Neutral 10 20%
Bad 5 10%

10%
20%
50% Excellent
Good
20% Neutral
Bad

Interpretation:

Most of the respondents said ambience of the location is excellent.

38
Effectiveness of exchange offer and loyalty programs
Response Percentage
Yes 40 80%
No 10 20%
Never -

20%

Yes
80% No

Interpretation:

Most of the respondents said that exchange offer and loyalty programs are good.

39
Satisfaction Level Through Free Gifts
Response Percentage
Excellent 10 20%
Good 20 40%
Neutral 10 20%
Bad 10 20%

20% 20%

Excellent
20% Good
40% Neutral
Bad

Interpretation:

Most of the respondents said that they are happy when company give them free gifts.

40
AVAILABILITY OF DEMO PRODUCTS
Response Percentage
Excellent 30 60%
Good 15 30%
Neutral 5 10%
Bad

10%

30% Excellent
60% Good
Neutral
Bad

Interpretation:

Most of the respondents said Excellent to demo products facilities provided by

Advacnetech .

41
SATISFIED WITH THE PRODUCT RANGE
Response Percentage
Yes 40 80%
No 10 20%

20%

Yes
80% No

Interpretation:

80% respondents are satisfied with the product range offered by Magnik India Pvt.
Ltd

42
EXPERIENCE ABOUT THE USAGE OF TENHARD INDIA PVT. LTD?
Response Percentage
Very good 20 40%
Good 10 20%
Neutral 10 20%
Bad 10 20%
Very bad 0

20%
40% Very good
20% Good
Neutral
20% Bad
Very bad

Interpretation:

40% respondents said that the product performance which are using is very good .

43
ATTRACTIVENESS OF ADVERTISMENT
Response Percentage
Excellent 25 50%
Good 10 20%
Neutral 10 20%
Bad 5 10%

10%
20%
50% Excellent
Good
20% Neutral
Bad

Interpretation:

Most of the respondents said excellent to attractiveness of advertisement.

44
VISIT OUR WEBSITE
Response Percentage
Yes 30 60%
No 20 40%

40%

60% Yes
No

Interpretation:

Most of the respondents said that they visit website of the company

45
Satisfaction level of respondent through discount policy
Response Percentage
Highly Satisfied 20 40%
Satisfied 10 20%
Neutral 10 20%
Dissatisfied 10 20%
Highly Dissatisfied

20%
40% Highly Satisfied
Satisfied
20%
Neutral
20% Dissatisfied
Highly Dissatisfied

Interpretation:

Most of the respondents are highly satisfied with the discount policy of the company.

46
STATISFACTION LEVEL THROUGH EXTENDED WARRANTY
Response Percentage
Highly Satisfied 20 40%
Satisfied 15 30%
Neutral 10 20%
Dissatisfied 5 10%
Highly Dissatisfied

10%
20% 40% Highly Satisfied
Satisfied
Neutral
30% Dissatisfied
Highly Dissatisfied

Interpretation:

Most of the respondents are highly satisfied with the extended warranty facility
provided by the company

47
FINDINGS

48
 FINDINGS

 Most of the respondents said the they came to know about Tenhard India
Pvt. Ltd from Advertisement
 Most of the respondents said that the location of company is easily
approachable
 Most of the respondents said ambience of the location is excellent.
 Most of the respondents said that exchange offer and loyalty programs
are good.
 Most of the respondents said that they are happy when company give
them free gifts.
 Most of the respondents said Excellent to demo products facilities
provided by Advance tech
 80% respondents are satisfied with the product range offered by Magnik
India Pvt. Ltd
 40% respondents said that the product performance which are using is
very good .
 Most of the respondents said excellent to attractiveness of
advertisement.
 Most of the respondents said that they visit website of the company
 Most of the respondents are highly satisfied with the discount policy of
the company.
 Most of the respondents are highly satisfied with the extended warranty
facility provided by the company

49
SUGGESTIONS

50
 SUGGESTIONS
 The first and foremost criteria of the company should be “to satisfy the customers
according to their demand and requirements.
 It has to introduce its own marketing strategy to compete with the competitors.
 The company must have to do much advertisement and Sales promotion by the
way its products can be known to various customers.
 The company has to change the wrong conception of the customers and they have
to make convince to purchase the products directly from the company for getting
good service.
 The company has to implement consumer sales promotion techniques such as
Price deal, loyalty rewards programs, Contests/sweepstakes/games, Point-of-sale
displays.
 Also the company has to do trade sales promotions through Advertising Support
Programs Short Term Allowances, Sales Incentives or Push Money, Trade Shows.

51
CONCLUSIONS

52
 CONCLUSIONS

It is the concluded that sales promotion is important to improve the sales of the
company and to reach new customers. Each and every organization should have a
good strategic plan for their promotion to withstand in the market with huge
competition. The discounts and loyalty program in the company will improve the
sales by attracting new customers. The best sales promotion will help the company to
fulfil the organizational objectives. The sales promotion is must to improve their sales
in every organizations. The sales is monitored based on the promotional activities
practiced by the organization, the company should have better promotional activities
practiced in the organization to estimate the sales. Therefore, the sales promotion
plays a vital role in the organization to fulfil the organizational goals and objectives.
The company should frame the best strategic plan to meet the competition in the
market and fulfil the customer needs. Many authors has proved that the sales
promotion is the key that helps the company to achieve
the sales. According to Philp Austin said that “sales promotion is a force that attracts
humans to consume the products” This explains that how sales promotion influences
the customer to buy a product.

53
BIBLOGRAPHY

54
 BIBLOGRAPHY

Referred Books:

 Kothari C.R.- “Research Methodology” New Delhi Tata McGraw Hill In (95-
102)
 Kotler Phillip –“Marketing management “analysis, planning implementation
and control.
 Schiffman Leon G.& Kanuk Leslie Lazar, "Consumer Behavior", Prentice
Hall of India “6th edition
 Singh Harpreet–“Research Methodology”-Kalyani Publishers.(page no. 1-8,
68-102)
 Roddy Mullin (2010) Power of sales promotion and digital marketing (Vol. 1)
No. 229 with relation to automobile industry.
 Mitch Carson (2011) Behaviour of silent salesman and product promotion, 1st
Edition No. 179.
 Ken Kasar (2012) Principle and practices of sales promotion (edition 3) No.6
 Terence A. Shimp (2014) Market leading advertising (9th Edition)

55
 Questionnaire
How do you Came to know about AdavanceTech

Advertisement
Friends and family
Social media
Internet
Magazines
Others

Ease of location

Excellent
Good
Neutral
Bad

Ambience of the location

Excellent
Good
Neutral
Bad
Effectiveness of exchange offer and loyalty programs

Yes
No
Never

Satisfaction Level Through Free Gifts

Excellent
Good
Neutral
Bad

AVAILABILITY OF DEMO PRODUCTS

Excellent

56
Good
Neutral
Bad

SATISFIED WITH THE PRODUCT RANGE

Yes
No

EXPERIENCE ABOUT THE USAGE OF MAGNIK INDIA PVT. LTD?

Very good
Good
Neutral
Bad
Very bad

ATTRACTIVENESS OF ADVERTISMENT

Excellent
Good
Neutral
Bad

VISIT OUR WEBSITE

Yes
No

Satisfaction level of respondent through discount policy

Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied

STATISFACTION LEVEL THROUGH EXTENDED WARRANTY

Highly Satisfied
Satisfied

57
Neutral
Dissatisfied
Highly Dissatisfied

58