Study On Promotional Measures PDF

Study on promotional measures adopted by Hantex
CHAPTER 1
INTRODUCTION
CHMM COLLEGE OF ADVANCED STUDIES Page 1

1. INTRODUCTION
Promotion is the co-ordination of all seller initiated efforts to setup channel of

information . It is a telling and selling process. Promotion is the fourth component of
company’s total marketing mix along with product, planning, organizing and distribution.
Promotional activity in marketing is basically an exercise in communication. It is an essential
element in modern marketing and exercise in information, persuasion and influence.
In Hantex promotional tool is a one of the major way to introduce their product. For
making good relationship with customer they were taking promotional measures to rate the
customer etc. Hantex is to functioning according to Kerala State Co operative Society Act
1969. Kerala state wearers co Operative society Ltd No 232 known as Hantex is registered as
Co- operative and Kerala Co operative sponsored by the govt. of Kerala. The registered office
of the society is an Thiruvananthapuram District of Kerala.
1.1 REVIEW OF LITERATURE
Promotion refers to the entire set of activities , Which communicate the product brand or
service to the user. The idea is to make people aware, attract and induce to buy the product,
preference owner others.
Promotion is its broadcast marketing sense encompasses all selling activities

advertising, personal selling, sales promotion and public relation. personal selling and
advertising are the two best known forms of promotion.
Promotion is the final element in the marketing mix. The manufacture has to take
effective steps in meeting the consumer in the market after taking the decision relating the
nature of the products the price and its distribution.

1.2 STATEMENT OF THE PROBLEM
The study tries to find out what are the opinion regarding promotional activity
undertaken by ‘HANTEX’ for popularizing their product to the customer .The study also
identifies the customer satisfaction about the product.
1.3 OBJECTIVES OF STUDY
➢ To identify the effectiveness promotional measures in Hantex.

➢ To study the perception of customer regarding the promotional activities in Hantex.
➢ To find which promotional tools to stabilize the sale.
➢ To study the effect of sales promotion mix on customer satisfaction.
1.4 SCOPE OF THE STUDY
The scope of this project work is an attempt to identify the promotional activities
undertaken by Hantex. A researcher has been conducted on workers performing deferent jobs.
The study tries to find out what are the opinion regarding promotional activities undertaken by
‘HANTEX’. The study is identify the customer satisfaction.
1.5 RESEARCH METHODOLOGY
Research methodology is the investigation of the specific problem in detail. At first

problem is defined carefully for conducting research. There should be a good research plan for
conducting research. No researcher can be done without data collection. After all this analyze
is made for getting solution for the problem.
1.5.1 RESEARCH DESIGN
Research design is the basic frame work which provide guidance for the research
process. It is a map or blue print according to which the research to be conducted . This is a
part of marketing research. There are mainly two type of research design exploratory and
descriptive research design.

1.6 SAMPLING PROCEDURE
The Research has used to random sampling or lottery method . The processes of drawing
they a lot among the population or universe is known as simple random or lottery method. In
this method all the items of the population are collected from the organization and are
presented in this size is hundred.
1.6.1 SAMPLING METHOD
Random Sampling method was used for the study.
DATA COLLECTION
The researcher used for both primary and secondary sources for gathering necessary data
for this study.
a) Primary Data
Primary data are those collected a fresh and for the first time and have originally in
character. The following methods of collection of primary data were also used.
➢ Direct Personal Investigation
➢ Questionnaire
➢ Observation Method
b) Secondary Data
Secondary data comprises of the data which have already been collected by another researcher
and can be collected form
➢ Company Websites
➢ Library books and magazines
➢ Information Stored in company database
PERIOD OF STUDY
The time for doing this research was on month from 22 nd January 2019 to 27 th
February 2019.

LIMITATION OF STUDY
❖ Workers having low level of educational level.

❖ In working unit some employees are not present at the time of survey.
❖ The time of the study is not sufficient so the sample was reduced in a limited
number.
❖ Some were afraid of providing actual data.
CHAPTERISATION
The study report is presented in fire chapters.
Chapter 1
⦁ Introduction
⦁ Review of Literature
⦁ Statement of the problem
⦁ Scope of the study
⦁ Objectives of the study
⦁ Research Methodology
⦁ Period of study
⦁ Limitation of the study
⦁ Chapterization
Chapter 2
⦁ Theoretical Background
Chapter 3
⦁ Data analysis and Interpretation

Chapter 4
⦁ Findings and Suggestions

Chapter 5
⦁ conclusion

CHAPTER 2
THEORETICAL BACKGROUND

2.1 INDUSTRY PROFILE
Handloom industry in India
Handloom industry is one of the oldest and traditional cottage industries in the country. Next to
agriculture it provides largest employment opportunities to the people. It ranks second in terms
of size and income. Handloom industry is almost as Indian civilization.
Handloom sector in India has an important role to play in the country’s economy. It provides
direct and indirect employment to over 30 lakhs weavers. The industry generates indirect
employment to other like loom manufactures, Dyers printers, processors. The most notable
feature of Indian handloom, industry is its glorious survival in the competition with large scale
mill sector.
The handloom industry spreads all over the country. Tamilnadu is the most flourished state in
respect of handlooms followed by Andhra Pradesh, Uttar Pradesh, West Bengal and Assam in
the order of having maximum number of looms. Together contributes 60 % of the handloom
production in the country. The development commissioner of handlooms has been
implementing various schemes for the promotion and development of handloom sector.
Handloom Industry In Kerala
In the state of Kerala, the handloom industry occupies a permanent poison next to coir industry.
This industry plays a vital role in the Kerala’s economy. Besides giving clothing’s needs of
people, It provides direct employment to 2 lakh persons. Most of the handloom development
programmers are implementing through the primary handloom weaver’s co-operative societies.
About 80% of the handlooms in the state are brought under the co-operative sector. There are
two apex institutions, one of the handloom primary co-operative sector. There are two apex
institutions, one of the handloom primary co-operative societies and another for private
individual weaver’s co-operative society Ltd.
New Insurance Scheme For Handloom Weavers
The new insurance scheme was introduced in 1997-98 Providing coverage against loss
or damage dwelling due to flood fire earth quake etc. Medical coverage and people accidental

insurance against of Rs. 20. By the weavers, Rs.4g7 by the state government and Rs.60 by the
government of India.
HANDLOOM EXPORT SCHEME
The importance of the handloom sector in national economy is well recognized. On

account of having the advantage flexibility of production in small batches, uniqueness, constant
scope for innovation, eco friendliness ,adaptability and, above all, the element of rich artistry,
the sector has the potential to contribute towards export earnings in a big way. Therefore, export
of handloom products has been identified as a “Thrust Area” for the overall development of the
sector. The government is exploring the possibility of making optimal use of the resources to
the enhance production capabilities of exportable handloom products.
A provision of Rs.26 crores was made to implement the handloom export scheme during
th
10 5- year plan. From 2002-03 to 2006-07 ( till January 2007), 57 export projects were
sanctioned and Rs. 802.42 lakhs were released to various agencies, covering 3942 weavers.
During the same period, financial Rs. 1165.20 lakhs was released for participation 47
international trade events to the Handloom Export Promotional Council ( HEPC), Association
of Corporations and Apex Societies of Handlooms (ACASH) and handicrafts and hand loom
export corporations of India Ltd.(HHEC).
NATIONAL HAND LOOM DEVELOPMENT CORPERATION (NHDC)
National Hand Loom Development Corporation ( NHDC), a Government of India under

taking is the only agency authorized to implement to the scheme . Benefits the following
organization and their member weavers.
■ All Hand Loom Organizations of National /status /Regional level . Hand Loom
development centre
■ Hand loom products or Exporters/manufactures registered with the Hand loom Export.
Promotion Council (HEPC) or any other Export promotion council under the Ministry of
Textiles or with the stats directions of industries .
■ All approved expert house/trading house/star trading house for production of hand loom
items

■ Any other agency with the approval of the development commissioner for hand loom
■ All types of yarn required for production of hand loom items are covered under the
scheme
The government of India is bearing the entire expenditure under the scheme . The yarn
being arranged by NHDC from the mills as per the requirement of the user agencies
And transported to the go down the agency
2.2 COMPANY PROFILE
Kerala State Handloom Weaves co-operative society limited No-223 known as Hantex is
registered as co-operative and Kerala co-operative sponsored by the government of Kerala .
The registered office of the society is in Thiruvananthapuram district of kerala state . society is
under Kerala State Handloom Weavers co-operation society (special status) act-1960.Hantex is
functioning according to Kerala State co-operative Societies Act 1960.The members of Hantex
are primary societies . it renders assistance for the members in production and marketing of
products , hantex produces and markets an incredible quantum if handloom cloth covering five
million meters pen annum, giving a unique look and feel eco-friendly comfort. The latest
innovations are used the Design Departments of hantex with the help of Computer aided Design
( CAD) . system to create design for domestic and international markets.
Hantex has one of the largest distribution networks in the state and well established in
all major towns and semi-urben areas. It has 16 agency showrooms and 167 sales depots in
Kerala and 2 in Tamilnadu.
The product of Hantex is having high demand through out Kerala state through
competition with Co-Opex. For checking out product strategy for each region, Hantex sought
the help of National Institute of Designs, Ahmadabad and wavers service centre, Kannur . The
Petrofils Co-operative Ltd of Baroda is also involved in the programme of increasing
polyester production . Hantex has setup a processing plant of Balaramapuram for an outlay of
Rs.1 core with financial assistance of the government of India .
Hantex polyester cloth has get a very good demand in the market it also succeeded in
introducing as wide range of printed varieties in sarees, furnishing cloth and bed sheets.
Polyester double dhotis and sarees introduced by Hantex has been registered wide acceptance
from public.

HISTORY OF THE ORGANIZATION
Before 1961 there were three central co-operative societies in handloom sector , The three
societies were Kerala state handloom weaves society of Malabar area with its headquarters at
Kozhikkode from north Kerala , Cochin central handloom and Handicraft marketing co-
operative society with the head waters at Trissur from central Kerala and SRI Moolam central
handlom weaves co-operative society with its head quarters at Thiruvananthapuram from south
Kerala. According to this act the three central co-operative societies were amalgamated on July
24,1961 and formed Kerala State Handloom Weavers Co-operative Ltd.
N.H 232 it is popularity known Hantex. Actually the name Hantex is the society trade name:
around 450 Handloom societies are now members of the society. Membership of Hantex is
limited to primary handloom societies and spinning mills.
DEVELOPMENT AND ACHIEVEMENT
The share capital of the society is 3 crores at the time information . but now the authorized
share capital of the society is 20 crore . Hantex is a protective umbrella to around 450 primary
societies , which stated its operation with around 71 outlets and an annual sale around Rs. 27
lakhs in 1961and today has grown to large centerpieces with 151 sales outlets.
The procurement of handloom goods in 1961- -2002 was around 17 lakhs. In the last
1994-2000 it is raised to Rs 35 crores . Hantex divides Kerala in to 7 regions and it has 7
regional officers.
OBJECTIVES
The main objective of the society is to supply raw material to ember societies. For this they
make bulk purchase of raw materials. The mission of Hantex is to organize and market the
product of primary societies.
The important objectives of Hantex are the following
➢ To organize and promote handloom industry on commercial basis

➢ To give financial assistance to the members societies

➢ To supply raw materials to affiliated societies
➢ To market the finished products of member societies.
➢ Supply improved appliances to member societies
➢ To develop , assist , direct and control the working of affiliated weavers society
➢ To provide employment in rural areas.
WORKING UNITS
The society has two weaving centers in the state-one Balaramapuram and another at kannur.
The society undertook the responsibility of an procurement and distribution. The society
participated in exhibition cum sale at 17 places including major cities in India like Chennai,
New Delhi and Mumbai . It has supplied Handloom cloths to various government departments.
This units were earning profit at the initial years. Now it is in loss due to LPG (liberalization,
privatization, and globalization) policy of the government.
HANTEX HAS FOUR WORKING UNITS
➢ Hantex International garments

This is tiny garments unit situated at Thiruvananthapuram with a fixed capital of Rs. 2.78 lakhs
. The products of this unit are sold through Hantex house. Some products are also used for
expert.
➢ Weaving and dye house
This units at Thiruvananthapuram has 69 looms and was stated with an intention or importing
the largest techniques of weaving . There are four type of looms use here:
Chitaranjan looms
Fame looms
Jacquard looms
Pedal looms
Pedal looms

The products from these units are sold through the outlet of Hantex . The dye house attached is
used for dyeing required for the units.
➢ Pattern weaving factory
The object pattern weaving factory at Kannur is to evolve suitable design for the production of
fabrics and distribute the same weavers to improve the quality and design of Handloom fabrics
produced by them . The products are sold through Hantex sale outlets.
➢ Sales outlets
Sale outlets of Hantex are known as Hantex house. Sales are carried through these Hantex
house. There are around 151 outlets both inside and outside Kerala. The Hantex are managed by
manager.
2.3 PRODUCT PROFILE
Hantex is engaged in the production and marketing of all handloom items. Its product lines
covers sarees, bed sheets, shorts, furnishing cloths, shirts, jubbas, and napkins, pillow covers.
Hantex’s products are made up of cotton and polyester . But cotton items are produced in large
quantity.
Product Line
Cotton Item
Double dotty
Sarees
Bed sheets
Pillow cover
Shirts
Napkins
Floor mates
Towel
Thorthe
Polyester Item
Shirting
Suiting
Matching set

Garments
Shirting
Suiting
Jubbas
2.4 PROMOTIONAL MEASURES
In Hantex promotional measures is a one of the major way to introduce their products. For
making good relationship with customers they were taking promotional measures it give
customer satisfaction. Further this they also looking forward to improvement in the products so
that customer gets satisfied and other ways of media to advertise their product. Hantex has so
many other competitors in the market from which customers were buying the best suited for
them,
The definition of promotion is ‘the co-ordination of all seller-initiated efforts to set up channels
of information and persuasion to facilitate the sale of goods or service or the acceptance of an
idea’. The promotion refers to activities to push forward or to advance an idea, in such a way as
to gain approval and acceptance . Promotion is a telling and selling process.
Promotional Activities
In the present era, selling is a complicated task. There may be stiff competition. There may be
many substitute products. Products have become more consumer –oriented . Consumers have
become more sophisticated . For instance , they posses the best products at a fair price . The
products at a fair price. The products are of a better quality than the substitute produce for
sale . But sales are not automatic . There arises a need for proper flow of information along
with products from producer to consumers. Thus promotion is the process of marketing
communication aimed to inform , persuade and influence people.
⦁ To inform prospective buyers about the existence of a products and it’s want satisfying
capabilities.
⦁ To remind the users of past and present to its various roles on consumption
⦁ To persuade the prospective buyer in a most effective manner.
The need for promotional activities

Promotion is the element in the marketing mix. The manufacture has to take effective step in
meeting the consumer in the market after taking the decision relating in to the nature of the
products, the price and its distribution . The present age is of consumer – oriented markets and
therefore , it is the responsibility of the manufacturer to know that is required by the buyer.
More and more promotional activities are required to induce the consumers to purchase more
and more products and thus demand for the product is created . A basic purpose of promotion
is let potential customers know the products.
Secondly , there is stiff competition among the manufacturers. Therefore, promotional

activities are necessitated . When a producer increase his promotional activities , others also
follow the same and this leads to promotional war. Thirdly , large scale production can be
achieved only with method of large scale selling , which is possible only through the
promotional activities. Fourthly , when there is an imperfect market condition , product cannot
easily be sold on basis of product differentiation.
Four major promotional activities
➢ Advertising – Any paid from of non- personal presentation and promotion of ideas,
goods or services by an identified sponsor
➢ Personal Selling – Oral presentation in a conversation with one or more prospective
purchases for the purpose of making sales.
➢ Sales promotion- Short term incentives to encourage the purchases or sales of a product
or services.
➢ Public relation – Building good relation with the company various clients by obtaining
favorable response building up a corporate image and handling or heading off
unfavorable rumors, stories and events.

Importance of promotion
The importance of promotion is to change the location sand shape of the demand curve.
Creation of demand is the one of the function of selling. But promotion is responsible for the
creation of demand. Promotion is an exercise in information, persuasion and influence, which
are inter-related.
There are many middlemen wholesalers and retailers between the producer and the final
consumer. The information must be passed on not only to the consumers, but also the
middleman. In turn the middlemen communicate to the consumers about the products. Thus
promotion is the important process of communication.
Today consumers give more important to want satisfaction rather than to their needs.
They are selective in their choice of alternative expenditure. A firm must have the best
promotional programme to attract such costumers.
Objectives of promotional activities
1. Demand objectives
The idea of promotion is to influence, stimulate, maintain and create demand for a product.
Promotion is responsible for demand creation. To create demand for product, a number of
promotional activities must be taken.
2. Communication objectives
It aims at creating awareness. It provide information to consumers and retailers about product
features, where the product can be obtained and what the product are capable of doing or
achieving brand preference.
3. Specific objectives
It gives specific information about a product and influences the customer’s decision of
purchasing
Promotion Mix

The purpose of promotion is to reach the desired consumers and persuade them to act.
A company may have a well designed product offering, with a price and distribution system
appropriate to its target market. Promotion is responsible for awakening and stimulating
consumer demand for the product. Promotion in its broadcast marketing sense encompasses all
selling activities advertising, personal selling, sales promotion and public relation. The
particular way an individual marketer combines these activities is called promotion mix .To
many customers, promotion and selling are synonymous with marketing
There are two types of promotion blends :(1) push blend and (2) pull blend . They are closely
related to the channel of distribution.
1. Push strategy
Calls for using the sales force and trade promotion to push the product the channels.
Producer aggressively promote the product to wholesalers; wholesalers aggressively
promote the product to consumers.
2. Pull strategy
Calls for spending a lot of money on advertising and consumer promotion to build up
consumer demand .If the strategy is effective; consumers will ask their retailers for the
product, the retailers will ask their wholesalers for the product and the wholesalers will
ask the producers for the product and the wholesalers will ask the producer for the product.
PROMOTIONAL MEASURES
Firms select promotional tool to effectively communicate with their target customer group. The
different elements of this mix are;
➢ Advertising
➢ Sales promotion
➢ Personal selling
➢ Public relation
Factors guiding the selection of a promotion mix
➢ Nature of the product market: it is a consumer or industrial product

➢ Overall marketing strategy: that is, whether the firm wishes to push the product or

create a pull for the product. The push refers to selling the product through the
marketing network and hence involves the critical function of managing
distribution channels. In this strategy the emphasis is on personal selling and trade
promotion .But in the pull strategy, the firms create consumer demand for its
product or brand, such that the consumer demand the brand at the retail outlet.
➢ Buyer reading stage: the choice of different element of the promotion mix is also
dependent on the buyer’s reading and awareness of the brand. The promotion mix
can be assembled depending on the where the buyer is in the hierarchy mix
response models. Like, advertising will a major role in creating awareness,
demonstration and sample will help bring about a change at the affective and
behavioral levels in personal selling.
➢ Product life cycle stage: this will also play an important role in deciding the
promotion mix. In the introduction stage, advertising and publicity are found to
Have a significant role, and are cost effective in creating awareness, desire and
finally the trial. Even samples are platting a key promotion and personal selling
steer the competition maze.
ADVERTISING
Advertising plays a significant role in awareness creation and attitude formation .it can even
generate a trial and purchase, as long as all other elements of the marketing mix play a
contributory role. Thus, it has to be appreciating that advertising has a limited role in marketing
strategy. A marketing plan and strategy takes into account several marketing tools to achieve
marketing objectives. These are product, packaging, customer service. Sales promotion, pricing
and channel relationships.
A marketing plan should be based on specific problems or opportunities, uncovered by situation
analysis done by the brand manager. The marketing mix and allocation of resources across
different elements should reflect this perception of opportunities and threats. Marketing budget
should reflect market reality. The marketing budget should be split in such a way that the
marginal value of an extra budget increment is the same across all element of the marketing
mix and money is put in that element which will produce maximum incremental sales. This is
more so for advertising. Any increment in the advertising budget should be carefully examined

since there is in direct relationship between the firm sales and advertising expenditure. This is
in contrast to distribution and personal selling or even customer services, where one can
establish a direct relationship any of them and sales.
The role of advertising is limited to communication, awareness creation or providing
information and favorable attitude development. While it is limited, the marketer has to
compare the cost of the different element of his or her communication mix . one such yard stick
is the cost per exposure per thousand people. This is the lowest in advertising. Personnel selling
is comparatively is the expensive route to communicating with the target audience. Advertising
is important but it is as significant as any other element in the marketing mix. Advertising is the
important for brand building and its successful marketing. It is important for tangible products
like mobile phones, refrigerator, television and computer. It is equally important for services
like hotels, holiday resorts, airlines and even state tourism. The same is true for ideas and
causes. This chapter focuses on advertising tasks and management and the role it plays in brand
building and marketing.
ADVERTISING DECISION
➢ Advertising objectives: the starting point in any marketing exercise is one of the setting
goals or objectives. It evolving an advertising plan, objective has to be set as they help in
measuring the performance of an advertising campaign. It is important for the strategist, to
know how the strategy fared and the only way to know is how far it went towards achieving
the objectives . Objective or goals are also necessary to justify the financial resources that are
required for coordination purpose. Advertising is one of the communication tool and to
achieve the desired marketing objectives of sales or market share, all element of the
communication mix must be coordinated. Each element should have both, a short term and
long term goal.
➢ Sales objectives: The prime objectives of marketing mix are to increase the firm or
brand sales, market share and profit. Marketing activities have to be directed towards goals.
By the same logic, the advertising campaign may attract new customers to the brand, it might
help develop more positive attitudes in the target market towards the brand, or it may even
generate trial purchases.
➢ Behavioral goals: more meaning full advertising goals are ones, aimed at changing

target markets attitudes and behavior toward the brand. For this purpose, it is necessary
to identify the target market in the most meaningful manner possible. Besides defining
the demographic and psychographic characteristics, it is necessary to define in terms of
whether the target customer is a buyer of premium brands or popular brands. The next
stage knowing the ultimate desired behavior, like trial purchase from potential customer.
➢ Communication related goals: another way to define advertising goals is to do so from a
communication perspective. Since advertising goals is a communication tool, this appears
to be the logical goals. The earliest goal was the one emerging from the AIDA model of
the hierarchy of the consumer responses or attitudinal change.
SALES PROMOTION
Sales promotion collectively comprises the tool used to promote sales in a given territory and
time. These are primarily short term in nature and are designed to quickly stimulate sales.
While advertising create awareness and provides to the target consumer 4 the rationale to buy a
product, sales promotion is an incentive to buy. While discount coupons, price offs, prices, and
free trials are directed at the final consumer, there several promotions like merchandise,
allowance, incentive for shelf space, shelf display content, joint promotions, and other schemes,
which are directed at the trade.
Significance of sales promotion
➢ Growing consumerism in India and an upwardly mobile market.

➢ Heightened inter firm rivalry within the industry and, infect, in all sector4s of the
economy.
➢ Trades resistance to invest additional resources in the product mix, of different
companies. This resistance is mainly because of most consumer companies enlarging
their product mix to pre-empt competition and also to satisfy different consumer needs.
Since the trade has limited resources, they find it difficult to invest in all companies
product.
➢ Fragmentation of viewers and readers erasing out of multiple television channels,
newspaper and magazines.
➢ The mass media cost have been on the rise and most companies find sales promotion a

more cost effective alternative.

Objectives of consumer oriented sales promotion programs
➢ Generate consumer interest, which should lead to trial
➢ Generate inquiries from the target customer group
➢ Build traffic for a brand at the retail outlet, there by generating additional sales of the
product
➢ Motive customers to repeat there choice
➢ Increase the rate of purchase

CHAPTER 3
DATA ANALYSIS AND INTERPRETATION

INTERPRATATION
Q.1 DO YO ADOPTED ANY PROMOTIONAL MESURES
Table no. 3.2.1 showing opinion about the adopted promotional measures
Opinion No. of employees percentage
100%
Yes 100
No 0 0%
Total 100 100%

Chart No 3.2.1
Opinion about adopt promotional measures
INTERPRETATION:
100% of the respondent’s opinion about the adopting promotional measures is “yes”. Thus it
shows organization adopt promotional measures.
Source: Primary Data

Q.2 OPINION ABOUT WHICH KIND OF MEDIA IS MORE EFFECTIVE
Table no. 3.2.2 sowing the which kind of media is more effective
Opinion Percentage
No of employees
News paper 50 50%
Television 38 38%
Radio 4 4%
Magazine 8 8%
Total 100 100%

Chart No 3.2.2
Which kind of media is effective
INTERPRATATION:
From the above table and chart, it is clear that 50% of the employees are select effective media
as newspaper, only 4%of them are radio, 38% of them are television. Thus it shows the effective
media is newspaper.

Q.3 OPINION ABOUT PROMOTIONAL MESURES HELPS INCREASE

PRODUCTIVITY
Table no. 3.2.3 showing promotional measures increase productivity
Opinion
No Of employees Percentage
Strongly agree 17 17%
Agree 68 68%
Neutral 10 10%
Disagree 1 1%
strongly Disagree 4 4%
Total 100 100%

Study on promotional measures adopted by Hanta
Chart no. 3.2.3
Promotional activity increase productivity

80
70
60
50
40
30
20
10
0
Strongly agree Agree Neutral Disagree strongly Disagree
INTERPRATATION:
From the above table and chart, it is clear that 68% of employees are agree with the
promotional measures will helps to increase productivity, only 1% of them are disagree with
this. Thus the promotional measure does not effectively increase the productivity.

Q.4 OPINION ABOUT ADVERTISING IS WASTE RESOURCE
Table 3.2.4 showing advertisements are waste resource
Opinion No of employees Percentage
Strongly disagree 2 2%
Agree 68 68%
Neutral 5 5%
Disagree 62 62%
Total 100 100%

Chart no. 3.2.4
Advertisement is waste resources
80
70
60
50
40
30
20
10
0
INTERPRATATION:
From the above table and chart 62% of the employee are disagree the advertisement are waste
resources, only 2% of them strongly agree with this. This shows moderately agree with the
advertisement is waste resource.

Q.5 OPINION ABOUT ADVERTISING HELPS TO ATTAIN GOALS
Table 3.2.5 showing advertising helps to attain goals
Opinion No Of employees Percentage
Agree 76 76%
Neutral 6 6%
Disagree 3 3%
Total 100 100%

Chart no 3.2.5
Advertising helps to attain goals
80
70
60
50
40
30
20
10
0
INTERPRATATION:
As per the above table and chart, 88% of the employees are agree with the advertising will
effectively attain business goals, only 2% of them are strongly disagree with this. Thus the
advertising is moderately helps to attain business goals.

Q.6. GIVE OPINION ABOUT ADVERTISING MISTAKE PRODUCTS INNEFECTIVE
Table 3.2.6 showing advertising mistake make products ineffective
opinion No of employees Percentage
Agree 52 52%
Neutral 8 8%
Disagree 10 10%
Total 100 100%

Chart No. 3.2.6
Mistake in advertisement make products ineffective
60
50
40
30
20
10
0
INTERPRATATION:
From the above table and chart shows that 77% of the employees are agree with mistake in
advertisement will make the products ineffective, only 5% of them are strongly disagree with
this. Most of the employees are agree with the mistake in advertisement make products
ineffective.

Q.7 OPINION TOWARDS COSTLY ADVERTISING AFFECT THE ORGANISATION
Table 3.2.7 showing costly advertising affect the organization.
Opinion No of employees Percentage
Agree 54 54%
Neutral 7 7%
Disagree 4 4%
Total 100 100%

Chart no.3.2.7
Costly advertising affect the organization
60
50
40
30
20
10
0
INTERPRATATION:
As shown in the table and diagram shows that 86% of the employees are agree about the
costly advertisement ill adversely affect the healthy existence of an organization, 7% of them are
disagree with this. Majority of the employees agreeing with the costly advertising will the
healthy existence of an organization.

Q.7 OPINION ABOUT MAIN IS FOCUSING TARGET CUSTOMERS
Table 3.2.8 showing focusing target customers
Opinion No of employees percentage
Agree 69 69%
Neutral 9 9%
Disagree 5 5%
Total 100 100%

Chart no. 3.2.8
Focusing target customer is important
80
70
60
50
40
30
20
10
0
INTERPRATATION:
The above table and chart 75% of the employees are agreeing focusing target customer is very
important thing in the case of advertising 5%of them are disagree and only 1% of them are
strongly disagree with this. This advertising is focusing target customers.
Source : Primary Data

Q.8 PREFERING MESSAGES HELPS TO PUBLICITY
Table 3.2.9 showing preferring messages helps to publicity
Strongly agree 6 6%
Agree 77 77%
Neutral 11 11%
Disagree 4 4%
Total 100 100%

Chart No. 3.2.9
Preferring messages helps to publicity
90
80
70
60
50
40
30
20
10
0
INTERPRATATION:
From the above table and chart, it is clear that 83% of them are agree with preferring messages
are also helps to publicity of products. In this preferring messages are helps to publicity.

Q.9 PROMOTIONAL MEASURES ACHIEVE MORE BENEFITS
Table 3.2.10 showing promotional measures achieve more benefits
Agree 50 50%
Neutral 5 5%
Disagree 4 4%
Total 100 100%

Chart no 3.2.10
Promotional measures achieve more benefits
60
50
40
30
20
10
0
INTERPRATATION:
From this table and diagram shows 90% of the respondence are agree with promotional measures
can achieve more benefits to the organization.4% of them are disagreeing with this. Thus most of
them are agreeing with promotional measures helps to achieve more benefits.

Q.10 OPINION ABOUT DIRECT MAIL COMPPARED TO OTHER FORM OF
ADVERTISEMENT
Q.11 Table 3.2.11 showing direct mail and other form of advertisement
opinion No of employees Percentage
Strongly agree 2 2%
Agree 56 56%
Neutral 10 10%
Disagree 30 30%
Total 100 100%

Chart no 3.2.11
Direct mail and other form of advertisement
60
50
40
30
20
10
0
INTERPRATATION:
As shown in the table and chart,58% the employees are agree with the direct mail advertising is
not so effective as compared to other form of advertisment,32% of them are disagree with this.
Thus the direct mail advertising is moderately effective.

Q.12 SERVICE PROVIDED BY ADVERTISMENT AGENCY ARE
SATISFACTORY
Table 3.2.12 showing service provided by advertisement agency are satisfactory
Agree 81 81%
Neutral 1 1%
Disagree 4 4%
Total 100 100%

Chart no.3.2.12
Service providing advertising agency satisfactory
90
80
70
60
50
40
30
20
10
0
INTERPRATATION:
From the above table and chart 91% of the respondence are agree with the service provided
by advertisement are satisfactory, only 8% are disagree with this. Most of the employees are
agree with the service providing advertising agency are satisfactory.

Q.13 OPINION ABOUT NEWS PAPER ADVETISEMENT IS MORE EFFECTIVE
Table 3.2.13 showing newspaper advertisement is more effective
Strongly agree 2 2%
Agree 70 70%
Neutral 14 14%
Disagree 10 10%
Total 100 100%

Chart No 3.2.13
Newspaper advertisement is more effective
80
70
60
50
40
30
20
10
0
INTERPRATATION:
As shown in the table and diagram, show that 82% of the employees are agree with
newspaper advertisement is considered more effective,10% of them are disagree and 4% of them
are strongly disagree with this. Majority of the employees agreeing with newspaper
advertisement is more effective.

Q.14 PROMOTIONAL MESURES AND CUSTOMER ATTRACTION
Table 3.2.14 showing promotional measures and customer attraction
Strongly agree 6 6%
Agree 75 75%
Neutral 3 3%
Disagree 14 14%
Total 100 100%

Chart No.3.2.14
Promotional measures and customer attraction
80
70
60
50
40
30
20
10
0
INTERPRATATION:
From the above table and chart, it is clear that 84% of them are agree with the promotional
measures are play an significant role in customer attraction, only 2% of them are strongly
disagree with this. Most of the employees are agreeing promotional measures are play an
significant role in customer attraction.

Q.15 ADVERTISING –ADDITIONAL EXPENSE
Table 3.2.15 showing advertising-additional expense
Opinion No of Employees Percentage
Strongly agree 4 4%
Agree 54 54%
Neutral 5 5%
Disagree 35 35%
Amount 100 100%

Chart no.3.2.15
Advertising is additional expense
60
50
40
30
20
10
0
INTERPRATATION:
As shown in the table and diagram,58% of employee agree with advertising is additional
expence,37%of them are disagree with this. Thus the statement moderately agrees advertising is
additional expense.

Q.16 OPINION ABOUT PROMOTIONAL MEASURES AND CUSTOMER
SATISFACTION
Table 3.2.16 showing promotional measures and customer satisfaction
Opinion No of Employees percentage
Agree 44 44%
Neutral 10 10%
Disagree 3 3%
Amount 100 100%

Chart no.3.2.16
Promotional measures and customer satisfaction
50
45
40
35
30
25
20
15
10
0
INTERPRATATION:
As shown in the above table and chart, 86% of respondents are agree with promotional
measures adopted by the company for customer satisfaction is effective, only 1% of them are
strongly disagree with this. Thus the statement shows majority of them are agreeing with this.

Q17. OPINION ABOUT TELEVISION ADVERTISEMENT AND MODERN LIFE
Table 3.2.17 showing television advertisement and modern life
Strongly agree 2 2%
Agree 91 91%
Neutral 3 3%
Disagree 2 2%
Total 100 100%

Chart no.3.2.17
Television advertisement and modern life
100
90
80
70
60
50
40
30
20
10
0
INTERPRATATION:
As shown in the above table and chart,93% of the employees are agree with for improving the
publicity television advertisement is more essential in modern life,4% of them are disagree with
this. Most of the employee is agreeing with television advertisement in essential in modern life.

Q 18 CUSTOMER SATISFACTIONS OF GOODS AND SERVICES
Table 3.2.18 showing customer satisfaction of goods and services
No of employees percentage
Agree 44 44%
Neutral 8 8%
disagree 11 11%
Total 100 100%

Chart no.3.2.18
Customer satisfaction of goods and services
50
45
40
35
30
25
20
15
10
0
INTERPRATATION:
From the above table and chart, it is clear that 74% of the employees are agree with the
customers are satisfied Hantex’s goods and services thus the most of employees are agree the
customers are satisfied with their goods and services.

Q.19 OPINION ABOUT COMPETITORS AFFECT THE MARKET
Table 3.2.19 showing competitors affect the market
No of market percentage
Agree 70 70%
Neutral 10 10%
Disagree 6 6%
Amount 100 100%

Chart no.3.2.19
Competitors affect the market
80
70
60
50
40
30
20
10
0
INTERPRATATION:
From the above table and chart, it is clear that 80% of the respondents are agree with the new
entry of the competitors adversely affect the existence of an organization, only 4% of them are
strongly disagree with this. Thus majority of employees are agree with competitors adversely
affect the market.

Q 20.OPINION ABOUT PROMOTION IS A TELLING AND SELLING PROCESS
Table 3.2.20 showing promotion is a telling and selling process
No of market percentage
Strongly agree 30 30
Agree 40 40%
Neutral 2 2%
Disagree 18 18%
Total 100 100%

Chart no.3.2.20
Showing promotion is a telling and selling process
45
40
35
30
25
20
15
10
0
INTERPRETATION: from the above table and chart 70 % of the employees are agree to the fact
promotion is a telling and selling process and 28% respondent are disagreeing. Thus majority
70% of respondent are agreeing to the fact that promotion is a telling and selling process.

CHAPTER 4
FINDINGS and SUGGESTION

FINDINGS
 85% of the respondents said that promotional measures helps increase in productivity
 65% of the respondents are disagreeing that advertising is a waste resource
 88% of the respondents are agreeing with the advertising will effectively
helps to attain business goals.
 77% of the respondents are agreeing with the fact that mistake in advertising adversely effect the
product.
 86% of the respondents are agreeing with the fact that costly advertising
adversely effect the organization.
 75% of the employees are agreeing with the main target is to focus audience.
 83% of the employees are agreeing with preferring messages helps to publicity.
 90% of the employees are agreeing with by adopting promotional measures company can achieve
more benefits.
 58 % of the employees are agreeing with by direct mail is not so effective.
 The general opinion that there exists advertising agency is satisfactory.
 72 % of the employees are agreeing with advertising are play significant role in customer attraction.
 81% of the employees are agreeing are promotional measures are capable to attract the customer.

 86 % of the employees are agreeing that promotional measures satisfies the

customer.
 93 % of the employees are agreeing with television advertising is more essential in modern life.
 Majority of the respondents are agree with their customers are satisfied their
customers are satisfied their products and services.
 80 % of the employees are agree with entry of new competitors adversely effect the market.
 Most of the employees agree with entry of new competitors adversely affect the
market.most of the respondents are agreeing that promotion is a Telling and
Selling process.

SUGGESTION
⦁ The company should produce better product and service for satisfying their customers.
⦁ Introduce power looms to increase production.
⦁ Focusing the customer will helps to increase the sale and further catch the customer.
⦁ Should spend more on effective advertisements.
⦁ Giving more attention to sales promotion measures will be beneficial than direct mail.
⦁ Should give emphasis in non - rebate sales.
⦁ Try to avoid mistakes in advertising for effective growth of the company.
⦁ Close the outlets which running in loss.
⦁ It will be more profitable if the company omit the additional expense.
⦁ Increase goods relationship between employees and management.
⦁ Provide continues advertisement about their product for keeping the customer informed about new
updates.
⦁ Proper working facilities should be conducted.
⦁ Should invent new technologies to compete with the new competitors.
⦁ Provide training to the workers and sales persons.
⦁ Attractive advertisements helps to catch the attention of the customers.
⦁ Adequate training programs should be conducted in the organization.

CHAPTER 5
CONCLUSION

CONCLUSION
The project “A Study on promotional measures. Adopted by hantex” conducted at HANTEX is

to determine the employee’s opinion, about and promotional measures and utilization of various
facilities provided by this institution towards them. The Visit to Hantex Ltd helps to have a
clear view of the current position of the concern. Its products are best suited to our climate and
they are truly best in its class. Hantex is currently running in loss. The government rebate fixed
for previous seasons have get to be given to the hantex. Hantex primary aims to promote
handloom weavers by giving those looms and other incentives and to reorganize the handloom
co-operative sector on commercial basis so its fulfilling the objective and the public is having a
high expectation in hantex.

BIBLIOGRAPHY

BIBLIOGRAPHY
⦁ Philip cotler , marketing management

⦁ Christopher. F .Lone lode, marketing management
⦁ C.R Kothari, Research Methodology
⦁ Magazine and Journals used B the company
Websites
⦁ WWW.google.com
⦁ WWW.Wikipedia.com

QUESTIONAIRE
1. Do you adopt any promotional measures

Yes No
2. From your experience which kind of media is more effective
News paper Television Radio Magazine
3. Effective promotional activities helps to increase productivity
Agree Disagree strongly agree strongly disagree
Neutral
4. Your opinion is advertisement are waste resources strongly agree
Neutral
5. Your opinion advertising will effectively helps to attain business goals

Neutral
6. Your opinion about mistake in advertisements will make the products ineffective
Neutral
7. Very costly advertising will adversely affect the healthy existence of an organization
Neutral
8. Focusing target customers is very important thing in the case of advertising

Neutral
9. Your opinion about preferring messages are also helps to publicity of their product
Neutral

10. By adopting promotional measures company can achieve more benefits
Neutral
11. Your opinion about direct mail advertising is not so effective as compare to other form of
advertisement

Neutral
12. The service providing by advertising agency are satisfactory

Neutral
13. News paper advertisement is considered more effective

Neutral
14. Promotional measures are play an significant role in customers attraction

Neutral
15. Advertising is an additional expense

Neutral
16. Opinion about promotional measures adopted by the company for customer

Neutral
17. For improving the publicity television advertising is more essential in modern life

Neutral

18. Your customers are satisfied with your product and service

Neutral
19. Promotion is a telling and selling process. do you agree?

Neutral
20. Entry of new competitors adversely affects your market

Neutral

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Study on promotional measures adopted by Hantex

CHMM COLLEGE OF ADVANCED STUDIES Page 1

Promotion is the co-ordination of all seller initiated efforts to setup channel of

1.1 REVIEW OF LITERATURE

Promotion is its broadcast marketing sense encompasses all selling activities

CHMM COLLEGE OF ADVANCED STUDIES Page 2

1.2 STATEMENT OF THE PROBLEM

1.3 OBJECTIVES OF STUDY

➢ To identify the effectiveness promotional measures in Hantex.

1.5 RESEARCH METHODOLOGY

Research methodology is the investigation of the specific problem in detail. At first

1.5.1 RESEARCH DESIGN

CHMM COLLEGE OF ADVANCED STUDIES Page 3

1.6 SAMPLING PROCEDURE

1.6.1 SAMPLING METHOD

Random Sampling method was used for the study.

CHMM COLLEGE OF ADVANCED STUDIES Page 4

❖ Workers having low level of educational level.

The study report is presented in fire chapters.

⦁ Data analysis and Interpretation

⦁ Findings and Suggestions

CHMM COLLEGE OF ADVANCED STUDIES Page 5

CHMM COLLEGE OF ADVANCED STUDIES Page 6

2.1 INDUSTRY PROFILE

Handloom industry in India

Handloom Industry In Kerala

New Insurance Scheme For Handloom Weavers

CHMM COLLEGE OF ADVANCED STUDIES Page 7

HANDLOOM EXPORT SCHEME

The importance of the handloom sector in national economy is well recognized. On

NATIONAL HAND LOOM DEVELOPMENT CORPERATION (NHDC)

National Hand Loom Development Corporation ( NHDC), a Government of India under

CHMM COLLEGE OF ADVANCED STUDIES Page 8

CHMM COLLEGE OF ADVANCED STUDIES Page 9

HISTORY OF THE ORGANIZATION

DEVELOPMENT AND ACHIEVEMENT

CHMM COLLEGE OF ADVANCED STUDIES Page 10

➢ To give financial assistance to the members societies

HANTEX HAS FOUR WORKING UNITS

➢ Hantex International garments

CHMM COLLEGE OF ADVANCED STUDIES Page 11

CHMM COLLEGE OF ADVANCED STUDIES Page 12

2.4 PROMOTIONAL MEASURES

CHMM COLLEGE OF ADVANCED STUDIES Page 13

Secondly , there is stiff competition among the manufacturers. Therefore, promotional

Four major promotional activities

CHMM COLLEGE OF ADVANCED STUDIES Page 14

Objectives of promotional activities

CHMM COLLEGE OF ADVANCED STUDIES Page 15

➢ Nature of the product market: it is a consumer or industrial product

CHMM COLLEGE OF ADVANCED STUDIES Page 16

CHMM COLLEGE OF ADVANCED STUDIES Page 17

CHMM COLLEGE OF ADVANCED STUDIES Page 18

Significance of sales promotion

➢ Growing consumerism in India and an upwardly mobile market.

CHMM COLLEGE OF ADVANCED STUDIES Page 19

more cost effective alternative.

CHMM COLLEGE OF ADVANCED STUDIES Page 20

DATA ANALYSIS AND INTERPRETATION