BHARATI VIDYAPEETH DEEMED UNIVERSITY

(DEEMED TO BE UNIVERSITY)
CENTRE FOR DISTANCE AND ONLINE EDUCATION

PROJECT REPORT ON

“MARKETING STRATEGIES on consumer point of view

AT

Submitted in partial fulfillment of the requirement for the award of

degree of Master of Business Administration (MBA)
2021-2022

Submitted by: Under the guidance of:

MANSI GARG DR.YOGENDRA KUMAR DEOKAR
MBA – 3rd SEMESTER

BHARATI VIDYAPEETH
(DEEMED TO BE UNIVERSITY)
CENTRE FOR DISTANCE AND ONLINE EDUCATION
 M/S FLOWER-E-SCENT

KOHAT ENCLAVE, PITAMPURA

NEW DELHI-110088 CONTACT NO: 9999497325

(FRANCHISE OF FNP GROUP)

DATE:10-7-2022

REF NO: 10/7/001

TO WHOMSOEVER IT MAY
CONCERN

Ther is to certify that MANSI GARG D/O of AJAY GARG pursuing M.B.A from
Bharati Vidyapeeth University Institute of Management & Research, New
Delhi has successfully completed CAPSTONE Project Report in our
organization on the topic titled, general manager from 10/05/2022 to 30/06/2022.
During her project tenure in the organization/ company, we found her hard working,
sincere and diligent person and her behavior and conduct was good during the
project. We wish her all the best for her future endeavors.

Signature:

Name and Designation of the industry mentor

DEEPAK GUPTA
(HEAD BRANCH MANAGER)

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 BHARATI VIDYAPEETH DEEMED UNIVERSITY
(DEEMED TO BE UNIVERSITY)
CENTRE FOR DISTANCE AND ONLINE EDUCATION

Declaration

The project report entitled “MARKETING STRATEGIES on consumer point of

view” Submitted to Bharati Vidyapeeth (Deemed to be University), Pune in partial
fulfilment of the requirement for the award of the degree of MBA (Online) is an
original work carried out under the guidance of DR.YOGENDRA KUMAR
DEOKAR , The matter embodied in this project is a genuine work done by me to the
best of my knowledge and belief and has not been submitted before, neither to this
University nor to any other University for the fulfilment of the requirement of any
course of study.

Signature
MANSI GARG

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 ACKNOWLEDGEMENT

Apart from my efforts, the success of my project depends largely on the

encouragement and guideline of many others. I take this opportunity to express my
gratitude to the people who have been instrumental in the successful completion of
this project.

I am gratefully indebted to our esteemed guide DR. YOGENDRA KUMAR

DEOKAR for his sincere guidance and priceless support which would have been
impossible for us to complete this project.

I express my gratitude to the staff members of Bharati Vidyapeeth (Deemed to be

University) who directly or indirectly helped me. I would also like to express my
sincere gratitude to all my office colleagues in

FERN AND PETALS

Signature
MANSI GARG

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TABLE OF CONTENTS

PARTICULAR PAGE NO.

DECLARATION 3

ACKNOWLEDGEMENT 4

CHAPTER 1. INTRODUCTION 5

CHAPTER 2. LITERATURE REVIEW 14

CHAPTER 3. RESEARCH METHODOLOGY 29

CHAPTER 4. DATA ANALYSIS 35

RECOMENDES & SUGESSTIONS 46

CONCLUSIONS 48

APPENDICES 50

BIBLIOGRAPHY 53

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 CHAPTER-1
INTRODUCTION

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 INDUSTRY PROFILE

Government of India has identified floriculture as a sunrise industry and accorded it

100% export oriented status. Owing to steady increase in demand of flower
floriculture has become one of the important Commercial trades in Agriculture. Hence
commercial floriculture has emerged as hi-tech activity-taking place under controlled
climatic conditions inside greenhouse. Floriculture in India is being viewed as a high
growth Industry. Commercial floriculture is becoming important from the export
angle. The liberalization of industrial and trade policies paved the way for
development of export-oriented production of cut flowers. The new seed policy had
already made it feasible to import planting material of international varieties. It has
been found that commercial floriculture has higher potential per unit area than most of
the field crops and is therefore a lucrative business. Indian floriculture industry has
been shifting from traditional flowers to cut flowers for export purposes. The
liberalized economy has given an impetus to the Indian entrepreneurs for establishing
export oriented floriculture units under controlled climatic conditions.
Agricultural and Processed Food Products Export Development Authority (APEDA),
is responsible for export promotion and development of floriculture in India.
Varieties:
Floriculture products mainly consist of cut flowers, pot plants, cut foilage, seeds bulbs,
tubers, rooted cuttings and dried flowers or leaves. The important floricultural crops in
the international cut flower trade are rose, carnation, chrysanthemum, gargera,
gladiolus, gypsophila, liastris, nerine, orchids, archilea, anthuriu, tulip, and lilies.
Floriculture crops like gerberas, carnation, etc. are grown in green houses. The open
field crops are chrysanthemum, roses, gaillardia, lily marygold, aster, tuberose etc.
Areas of Cultivation:

Maharashtra, Karnataka, Andhra Pradesh, Haryana, Tamil Nadu, Rajasthan, West

Bengal have emerged as major floriculture centers.

COVID 19- IMPACTS :

In the year 2020, During the COVID-19 pandemic, the company launched its Digital
Gifting section that include Musician on Call (Guitarist, Violinist Flue, etc.),
Celebrity Video Message, Poet on Call, Personalized App, Digital Caricatures,
Personalized Video message etc.

FACTS & FIGURES :

The company, which started with a single store, has grown into a reputed brand
entailing 11 verticals crossed a topline of 500Cr in FY 2021-22.

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Individual Sub – Products :

Bulbs, Tubers , Tuberous

Roots Plant For Tissue Culture

Bulbs Horticultural Flowering Plants

Chicory plants Other Live Plants

Other Bulb/Tubers Live Mushrooms Spawn

Cut Flowers For Bouquet’s /

Unrooted Cuttings Fresh

Edible Fruit Trees Grafted or Other Cut Flowers For

Not Bouquet’s

Moosses & Lichens For

Cactus Bouquet Fresh

Rhododendrons (Grafted Or Other Foliages / Buds For

Not) Bouquet Fresh

Foliages/ Branch / Buds Not

Roses Grafted Or Not Fresh

The Indian floriculture industry, growing at a compound annual growth rate (CAGR)
of 25 per cent over the past decade, has blossomed into a $230 million business.
While exports remain the prime motivator for cultivators, local demand is also
growing by leaps and bounds, especially in cities. Modernization and growing
western cultural influences has resulted in consumers – especially the young – buying
flowers on occasions like Valentine’s Day, Friendship day, Mother’s day, Father’s
day and so on. Of course, there is a huge spurt in demand for flowers during religious
festivities. Flower retailing is also undergoing a change. Many of the new shopping
malls and large format retailers have exclusive flower shops that witness demand
round the-year. But many cultivators enter the business with a focus on exports and an
eye on the global industry

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 COMPANY PROFILE

At Ferns n petals their mission is to deliver the highest quality flowers, on-time, with
excellent customer service.

Ferns N Petals (FNP) is a flower and gifts retailer in India, started by Vikaas
Gutgutia in 1994. Today the brand owns 160 outlets in 61 cities nationwide and
delivers to more than 150 countries. FNP is the single largest organized flower retailer
in India and is also one of the largest among flower retailers in the world. Ferns N
Petals Group comprises FNP Retail & Franchising, FNP E-commerce, FNP Weddings
& Events, Floral Touch, FNP Select, Luxury Weddings, FNP Floral Design School,
GiftsbyMeeta & Flagship store. Customers use it for buying flowers for occasions,
floral décor for weddings, parties or for sending flowers to others

At Ferns n petals they only employ the best people who are dedicated to
craftsmanship and work ethics.. We employ professional, industry-experienced
workers at all levels of our organization to ensure customer satisfaction.

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Specialization

Ferns n petals specialize in flowers bouquet for birthdays, marriage anniversary, gifts
for festivals and cakes delivery. We understand the importance of occasion and your
trust, so we promise:

On-Time Delivery
Low Prices
Best Quality
designs

We have 20 years of experience in flowers delivery and have variety of

bunches ranging in artificial and real flowers, stands

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design personalized gifts and have a different variety of gifts to
choose from

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- 12 -
PROCESS

ferns n petals understand that each gift is unique. They have qualified staff in our
offices to guide you through each step in the process and ensure satisfaction with your
order!

Decide gift or flowers range you want to choose from our catalog of over 100 designs.

ON-TIME DELIVERY

In the flower industry, we understand the importance of TIMELY,

DEPENDABLE delivery.. We GUARANTEE all gifts will be delivered, direct from
our stores in India to your doorstep, within the time and date of finalizing your
Product

QUALITY PRODUCT

Specialize in best flowers will reach and we have twenty years of experience sourcing
materials and work with the best flower producer India.

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 SWOT ANALYSIS

STRENGTHS:-

❖ The strength of the company’s growth is that Ferns n petals allows to

customize aesthetically designed flowers and fulfilling their customer needs

WEAKNESSES:-
❖ The price offered quite expensive.
❖ Ferns n petals have limited number of outlets.

OPPORTUNITIES:-
❖ They can expand their market more by covering and focusing on developing areas
such as south India
❖ They also have a great scope to expand their market in gifts.
❖ They can also target higher middle class people by launching new range of
flowers between Rs. 750 to Rs. 1000.
❖ They should increase the number of outlets to earn more profits.

THREATS:-
❖ Ferns n petals face a big threat unorganized sector.

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 CHAPTER-2
CONCEPTUAL DISCUSSION

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 LITERATURE REVIEW

MARKETING STRATEGIES OF FERNS N PETALS

In order to optimize source allocation and decision making about marketing mix in
flower and plant (F&P) industry field and in order to reach to benefit goals, this
research estimate the effects of five elements included product, price, place,
promotion and Sale Labor Traits on F&P sale volume. On this base, the effect of each
of these elements on F&P sale volume is hyphenated and essential information is been
collected from flower sellers’ population in city Tehran by a questionnaire. We used
random sample method and content of sample members has computed about 130
stores. The one sample t test in order to confirm or reject those hypothesizes has been
used. All of hypothesizes was supported with 95 percent confidence interval, Then we
ranked amount of effect of each element with Friedman’s test. Key words:
Marketing Mix, Sale Labor Traits, Flower & Plant Industry

Introduction

In competitive world, today, costumers place in focus of firms’ attention and their
satisfaction is major factor of organizations competitive advantage. The necessity of
inviting costumers’ satisfaction is completely fulfillment of their needs and accurately
recognition of their desires, expectances, capabilities, and their limitation of purchase.
By access to this information, it can correctly identify influence factors of consumers’
behavior and use it to take corporations marketing decisions

After selecting a target market, marketing managers should design a systematic plan
for selling and making long-term relationships with customers. Marketing plan apply
decisions about product, price, place and promotion (4p). Product must be
corresponded with costumer expectancy benefit and its price must be harmonized
with buyer capabilities. This product must be place on costumer accessibility until not
faced with problem in procurement and finally, essential promotion has been prepared
in order to potential consumers were known from existence of such product and they
were proceeded to buy it. These are the most important proceedings that marketing
managers allocate corporate resource to reach sale and benefit goals. Then, in order to
survey the effect of each one of these factors ( or all of these factors) on F&P sale

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volume, as for this that accomplished studies show that floriculture industry is
become one of the most important industry proposed in world by the approach of
occupation and income, and now, annually, more than 100 milliard dollars sprouts of
decorative F&P produce and trade in the world, while this section is not expanded in a
country such as Iran due to longstanding familiarity and solidarity as well as a variety
of F&P, As Iran share of global floriculture has been estimated about 2.1 percent and
flower consumption capitation is fewer than 10 shrub (agriculture organization, 2008),
the base of this research has been constituted, meanwhile the impressments of
marketing mix elements on F&P sale volume is determined and their effects also are
ranked.

Statement of problem

F&P industry, today, is amongst industries that are been considered in deferent
countries. There is remarkable content of F&P manufacture and commerce in the
world where the role of marketing is very important in F&P industry because
manufacturers seek frequently their consumers’ preferences and tastes and they offer
product similar to their favorites

Iran country has vastly diversity of climate and has 12 types of 14 recognized climates
in world, therefore this country has natural capacity for producing decorative F&P.
moreover Iran has high potential for producing and selling F&P to obviate home
needs and flower export because Iran has home sizeable market, fertile soils,
inexpensive labor, vicinity to local and global market.

Despite of this cultural and historical background enjoyment of economic and natural
advantages, Iran can’t obtain suitable position in this industry, whereas according to
agriculture ministry statistics, Iran is seventeenth F&P manufacturer in the world.
Flower usage per capita is very low (less than 10 sprouts) in Iran and it is in situation
that this per capita is higher in countries which have same crowd mass.

Accomplished researches related on F&P produce and marketing show that the
reasons of Iran unsuccessful are discussable in two manners:

Tactical aspect that related on F&P production quality problems.

Problems that related on F&P marketing (shadmehri & shaban, 2006). The important
of F&P marketing is considerable in Iran because experts cite a lack of marketing
system that is vital artery of Iran F&P industry (shafiei & mostofi, 2006).

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The factors such as spoiling and short longevity of decorative plants, being deluxe,
and diversity seeking consumers have redoubled the important of marketing in this
industry. The vital artery of marketing is marketing mix whereas its notice is
essential. Then, in this order, main question of this research has been expressed such:

»What is the effect of every one of the marketing mix components on F&P sale
volume in retailer system

Framework and research model

Due to scientific and technologic progressives and remarkable transition in entire of

aspects of human life, costumer purchase behavior and how their decision making
changes unmistakable too. Then organizations and corporations that are able quickly
answer to costumers changing needs will success

Modern corporations and institutes achievement due to deeply recognize costumer

and market influence factors. Mix marketing concept determines organization
performance path by using controllable variables in where it has many uncontrollable
factors (e.g., market) .Costumer purchase persuasion can be stimulant or synthetic of
under control or out of control stimulants Costumers’ loyalty is the result of strategic
and favorites marketing activities as well as the environmental impacts and marketing
affairs potentially lead to alter costumer behavior (Taylor, 2004, p.218). This loyalty,
on one hand, causes to repurchase that expands the product market share, and on the
other hand, provides situations that lead to higher pricing brand

Sale and marketing concepts often are fumbled with others. Sale concept looks from
inside to outside. This attitude commences from factory, looks after to firm existent
goods and products, and pursuits to obtain benefit sales, seek remarkable promotion
advertisements and sale efforts. Marketing concept, vis-à-vis, have a viewpoint from
outside to inside. This attitude starts with a defined market, emphasizes to costumers
requirement, coordinates all marketing activities such a moving the costumers, and
makes benefit by securing costumers satisfaction. Affected corporations by this
concept produce goods that costumers want them. Figure 1 shows the difference of
two concepts

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Figure.1: comparing sale & marketing concept

Marketing use instruments for eliciting favorite react of target market that constitute
marketing mix. In other word, corporations apply a set of marketing techniques that
classify in 4 groups such product, price, place and promotion (4p) in order to progress
their goals in target market (Kotler, 2002). Researches show that different firms apply
different levels of every one of these elements in marketing mix. These differences
are also seen from one country to other country which liaises on can be referred to
differences between nations culture, economic growth, product standards, distribution
channels, communication strategy and pricing strategy (darani, 2010, p.15).

Beside of these four elements, it can be added other factor with the subject “sale labor
traits”. Of course, it often stands in subset of distribution channels. Therefore,
research conceptual model has been proposed in figure 2 by attention to recognized
marketing components. In present paper, Assay and ranking the relation of these
components with F&P sale volume as a conceptual model is main goals.

Figure.2: research conceptual model

It is essential to mention that every one of the marketing mix elements is potential
source for competitive advantages as it may be needed different combination of them
in dissimilar situation of market. For example, price will be important for prospering
in some market. In other some, distribution may be important and in some cases,
reputation and reliability can be the best base for competition. Marketer duty is to
observe costumer and competitor and develop mix or synthetic of activities which
both they have competitive advantages and they presume quite utilization from
organizational capabilities.

Economic and generative managers must be sensitive toward these elements and
consider to each factor that cause to increase or decrease production, degrade or
upgrade product quality, decelerate and accelerate distribution, increase or decrease
price, stop or grow sale and loss or gain brand validity.

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Previous researches

Shafiei and mostofi (2006) know that people culture and taste are main effectiveness
factor of F&P sale. And they enumerate effectiveness factors of F&P sale such in
existing a marketing system, increase people purchase power, persuasive activities in
order to motivate people to buy F&P. The result of this research illustrate that creation
of one or two intensive places are necessary for exhibiting F&P in country, providing
that exhibited F&P must be priced and sold by experienced experts and considering
all technical specification and quality evaluation. In this system, brokers and
intermediaries are eliminated and manufacturers vend their production without any
broker and this cause to clear transactions and prevent off increasing F&P price in
wholesale and retail bargains. Utilization of species of advertisement requires in
inside and outside of territory for attraction and persuasion the foreign and interior
buyers as well as allocation of sufficient budget need to accomplish marketing
research in order to know consumers tastes and demands.

Soroush (2006) pursued the answer of two fundamental questions in his research:

Which one of the marketing mix elements does contribute more in F&P export
volume?

Which one of the variables of marketing mix elements does contribute more in F&P
export volume?

This research accomplished by spotting 4p marketing mix model. Its results reveal
that product element has the most important role in F&P export volume. Pricing style,
distribution channels, and promotion activities place in subsequent grade. Quality
traits from product variables, credit sale from price variables, aerial transport regular
system from of distribution channels variables, and be present in foreign exhibition
from promotion variables have the most important role in F&P export volume.

Ozakan and et.al (2003) studied the production structure and fundamental problems of
F&P export marketing in turkey. The result of this research show that manufacturers
often produce and foster flower by using historical method and their production is not
industrial. Most generative departments don’t use marketing appropriate strategy or
method and they try themselves to negotiate directly with importers, despite of no
efficient knowledge of market situation.

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Yeung and Yee (2010) assayed the effect of marketing mix chosen elements (included
of free sample test, distinct package, specific price, and exposition place) on
consumer’s purchase decision in flower market of Macau. The result of this research
show that distinct package has the most effective in stimulating consumers for
purchase and healthy product, specific price, free sample test and exposition place had
placed in subsequent grade.

Research hypotheses

Based on research conceptual model and framework as well as factors which should
be considered to estimate these effects, following hypotheses are devised:

Major hypothesis:

Marketing mix elements have significant effect on F&P sale volume.

Minor hypotheses:

Product mix has significant effect on F&P sale volume.

Price mix has significant effect on F&P sale volume.

Place mix has significant effect on F&P sale volume.

Promotion mix has significant effect on F&P sale volume.

Sale labor traits mix has significant effect on F&P sale volume.

Methodology

This is a descriptive survey which defying effect of Marketing mix elements on F&P
sale volume. For assessing this impression, questionnaire was designed with items
involve fiveitem Likert-type scale items. Validity was confirmed by experts. The
results in Table I demonstrate that the measures used in the current study all exceed
the commonly accepted standard of coefficient alpha. 0.7 Note that this will only
support our arguments for measure reliability.

Variables Product

Mix Price

Mix place

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Mix Promotion

Mix Sale labor traits

Coefficient alpha .784 .831 .817 .766 .792

Table.1: Reliability of study measure (coefficient alpha)

Statistical Population, sample size, and sampling method

Data was collected from all natural F&P preventative stores from 22th regions of
Tehran. Thus, according to the opinion of F&P sellers syndicate, it was clarified that
in all Tehran 22 boroughs, there are over 650 stores. And base on sampling formula,
Sample size consist of 130 firms which was selected by one-stage cluster sampling.
Based on collected data from 30 questionnaire distributed, population variance was
estimated and then sample size was calculated by following equation:

Result and Analysis

From 130 send questionaries’ we received back 122 usable responses. Then, it’s our
database for resulting in this research. First we present descriptive and inferential
statistics. We will also present test of hypothesis.

Descriptive statistics: Mean age of respondents was 38.17 years and mean years
working were 12.36 years. Education of respondents was 21.3% under diploma,
63.9% diploma, 9.8% higher diploma , 4.9% BSc and higher.

Inferential statistics: In this section, we address to research hypotheses. Initially,

minor hypotheses are analyzed in terms of products and then the major hypothesis is
represented. In all steps, SPSS software is used for calculations.

Kolmogorov – Smirnov (K–S) test before evaluating research hypotheses, we

measure the normality of gathered data by using K – S test.

: Variable distribution is normal.

: Variable distribution isn’t normal.

Variables Product

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Mix Price

Mix place

Mix Promotion

Mix Sale labor traits

Z 1.701 2.076 1.514 1.532 2.614

Sig.(2-tailed) .11 .07 .09 .078 .13

Table.2: Results of (K-S) test for research variable

Result: with regard to table.2, the Z statistic of test at 0.05 determination level is
located in statistical null hypothesis level for research variables. Thus, 95% normal
distribution for all research model variables is calculated.

Hypotheses test

To test research hypotheses, one sample t test is used and the results for each
hypothesis are shown in table 3. In this order, mean of variables compared with
mediocrity of scale of measure tool (e.g., number 3). The statistical hypotheses of on
sample t test are as follow:

Hypotheses No. Size Average S.d d.f t Sig. result

1 122 4.058 .438 121 102.28 .000 Support

2 122 4.284 .709 121 66.747 .000 Support

3 122 3.972 .621 121 70.557 000 Support

4 122 3.442 .659 121 57.742 .000 Support

5 122 4.684 .404 121 128.14 .000 Support

Major 122 4.088 .344 121 34.93 .000 Support

Table.3: Results of one sample t test for research Hypotheses

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As you can see in table.3, result of one sample t test for all hypotheses was in
significant level. Thus the null hypothesis was rejected and alternative hypothesis
were accepted, significant at 5% level. Therefore, all research minor hypothesizes
and major hypothesize base on each one of the Marketing mix elements has
significant effect on F&P sale volume are supported by 95% confidence level.

Ranking intensity of marketing mix elements effect on F&P sale volume Freedman's
test was used to rank intensity of marketing mix elements effect on F&P sale volume.
Its results are shown in table .4. The statistical hypotheses of Freedman's test are as
follow:

: The grades of examined elements is equal.

: The grades of examined elements isn’t equal.

Elements Product

Mix Price

Mix place

Mix Promotion

Mix Sale labor traits

Rank mean 2.72 3.39 2.69 1.61 4.59

Priority Third second fourth fifth first

Test statistic

d.f = 4 N=122 Sig. = .000

Table.4: Results of Freedman's test and ranking Elements

As seen in table 4, calculate chi-square (x2) for all five variables is significant at
freedom degree 4 and 0.05 of determination level. Therefore, statistical null
hypothesis regarding non-difference between the grades of examined elements is
refused with 95% probability. Therefore, elements are ranked in above table based on
ranks average.

Ranking intensity of effect of each one of the variables of marketing mix elements on
F&P sale volume

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Product Mix

Elements Form Refurbishment Color diversity Durability

Package type F&P

Diversity Package diversity intercalating specification brand

Rank mean 6.87 6.77 5.28 5.89 6.48 5.11 3.40 2.30 2.89

Priority first second fifth fourth third sixth seventh

ninth eighth

Test statistic

d.f = 8 N=122 Sig. = .000

Table.5: Results of Freedman's test and ranking product mix variables

As seen in table 5, calculate chi-square (x2) for all variables of product mix is
significant at freedom degree 8 and 0.05 of determination level. Therefore, statistical
null hypothesis regarding non-difference between the grades of product mix variables
is refused with 95% probability. Therefore, variables are ranked in above table based
on ranks average. The form of F&P has more important role than other variables
whiles brand and intercalating specification have the least important.

Price Mix

Elements Price level discounting Fair price

Rank mean 6.87 6.77 2.89

Priority first second third

Test statistic , d.f = 2, N=122, Sig.=.000

Table.6: Results of Freedman's test and ranking price mix variables

As seen in table 6, calculate chi-square (x2) for all variables of price mix is significant
at freedom degree 2 and 0.05 of determination level. Therefore, statistical null
hypothesis regarding non-difference between the grades of price mix variables is
refused with 95% probability. Therefore, variables are ranked in above table based on
ranks average. The price level of F&P has the most important of variables.

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Place Mix

Elements Location Place Size Holding Volume Buyers Accessible

Handing Over Fast Delivery

Rank mean 4.33 3.61 3.33 4.22 2.73 2.79

Priority first third fourth second sixth fifth

Test statistic

d.f = 5 N=122 Sig.=.000

Table.7: Results of Freedman's test and ranking place mix variables

As seen in table 7, calculate chi-square (x2) for all variables of place mix is
significant at freedom degree 5 and 0.05 of determination level. Therefore, statistical
null hypothesis regarding non-difference between the grades of place mix variables is
refused with 95% probability. Therefore, variables are ranked in above table based on
ranks average. The location of F&P Store has the most important of variables and
Handing over of F&P has the least important.

Promotion Mix

Elements TV &

Radio adv. Street adv. Internet adv. Advertisement film & catalog
Seminar

& lecture Layout type showing up in exhibition Free sample test

Rank mean 3.99 3.48 3.86 4.20 3.30 6.43 5.39 5.35

Priority fifth seventh sixth fourth eighth first second

third

Test statis tic

d.f = 7 N=122 Sig. = .000

Table.8: Results of Freedman's test and ranking promotion mix variables

As seen in table 8, calculate chi-square (x2) for all variables of place mix is
significant at freedom degree 7 and 0.05 of determination level. Therefore, statistical
null hypothesis regarding non-difference between the grades of promotion mix
variables is refused with 95% probability. Therefore, variables are ranked in above

- 26 -
table based on ranks average. The information of table show that Layout type,
showing up in exhibition and free sample test have the most important of promotion
mix variables in F&P sale volume And others stand in ulterior steps.

Sale Labor Traits

Elements Seller behavior Seller responding Seller skill & precision

Communicative skill of seller

Rank mean 2.80 2.49 2.48 2.24

Priority first second Third fourth

Test statistic , d.f = 3, N=122, Sig. = .000

Table.8: Results of Freedman's test and ranking Sale Labor Traits variables

As seen in table 8, calculate chi-square (x2) for all variables of place mix is
significant at freedom degree 3 and 0.05 of determination level. Therefore, statistical
null hypothesis regarding non-difference between the grades of sale labor traits
variables is refused with 95% probability. Therefore, variables are been ranked in
above table based on ranks average. Hear, Seller behavior is the most remarkable
factors that must be attended in order to increase F&P sale volume.

Conclusion and Discussion

following to research purpose to assay the effects of marketing mix elements on F&P
sale volume or increasing it by considering to retailing system, the results reveal that
all evaluated factors affect sale volume of this product per determined weak and
intense. (with specific Strength and weakness)Tests statistics propone effectiveness
analytical tool for evaluating effects of marketing mix strategies on sale enhancement.
Nevertheless, the results should be interpreted base on sample size and sampling
method. The results provide insight particularly for retailers in order to allocate
budget by considering and predicting effect of each strategy on sale enhancement.

As considered in accomplished ranking about the influence of every one of the

marketing mix elements on sale volume, it is noticeable that sale labor traits has
appropriated first grade for himself. This event will be justifiable when sale labor

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plays key role in presenting product. This means that behavior and operation skill of
sale labor plays momentous role in attraction, maintenance and loyalty attainment of
customer as regards to product nature and usage cases of it, and it results in firm
productivity by increasing sale. However, between other elements, price, product,
place and promotion mix got respectively second, third, fourth and fifth. This ranking
may vary across research setting or other industry whereas the results of other
accomplished studies evidence it. As Salimi(2008) achieved different ranking in his
research about stone industry. He understands that product mix has the most
important role in increasing sale of neyriz stone. Kim and Hyun (2011) also imply to
high important of place mix performance on total value of brand equity in IT setting,
so they propose that managers increase distribution activities in order to purchase
ease.

As for the results, stores should consider increasingly to refurbishment, quality,

diversity and appropriate package of Flower & Plant, and harmonize with costumer
view and taste. Regardless necessity of refurbishment and quality of product in this
industry, researches show that stores, which offer more various products, attract more
costumers toward those offer single type of product. Also in some cases, consumers
make their purchase decisions in site and with seeing the products .

Clement (2007, p.4) declare that packaging as one of the good characteristic has vital
role in attracting buyers. Quality of packaging inspires superior quality and different
good toward other goods whereupon packaging expenditure assigns itself significant
percent of commodity extinct cost in some product such as attire and hygienic
products.

Marketing managers should be sensitive about pricing setting in order to be realized

real and fairly by consumer. As Bruce and Daly (2004) declare that price role is vital
in high competitive environment and where product has short life cycle, it makes high
level of purchase stimulating in costumer. According to research result and marketing
literature, the location of F&P Store and buyers accessible to product will be effective
cases in increasing sale. Statistics shows auction prices for using a product in specific
location will be 16 times more than a common In addition, Layout type of product
must to attract customer itself and product exposes costumer attention in F&P

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exhibition. These will be other ways that cause to increase F&P sale with as for
marketing mix elements. Free sample test is amongst manners that sellers use it for
costumer absorption As implied customer stimulation and creation tendency for
purchase on the effect of free experience of product in marketing literature too (Peck
& Childers, 2006). And Neff (2008) signs that product promotion have surplus
impression on costumer decision instigation in store.

Future Studies

According to research, results and studying different researches related on this

research issue, subjects are proposed for next studies as following:

Survey F&P consumer preferences in different markets.

Survey the role of government protection in increasing F&P consume percapita.

Survey the effect of F&P importation in increasing F&P consume percapita.

Survey Iran position in F&P trade and extension methods of F&P export.

Research Limitation

During formation and implement the marketing mix strategies, various variables may
influence them such as social situation and or government decisions, so it can spot
evaluation of the effect of this set of factors as a limitation of present research
whereas this effect was assumed invariable.

In viewpoint of industry and location, Research data was collect from F&P stores of
geographic circle of Tehran city, therefore as mentioned previously, results may be
different in other locations or industries.

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 CHAPTER-3
RESEARCH METHODOLOGY

- 30 -
 RESEARCH METHODOLOGY

1. Primary Sources:

i. Group discussions and Brainstorming sessions

ii. Questionnaire

iii. Interaction with sales staff of FERNS N PETALS.

2. Secondary Sources:

i. Internet

Objectives of the study:

➢ To get an empirical view of the FERNS N PETALS.

➢ To study the procedure of customer complaints in FERNS N PETALS
➢ To get an insight of all the competitors.
➢ To study the various products offered.
➢ To study the customer’s preference and perception regarding FERNS N
PETALS

Managerial usefulness of study:

The study highlights the problems related to distribution of FERNS N PETALS also
that the company can improve the service rendered by them as a distributor. The study
gives information about prospective buyers both individual as well as institutional
clients. The study provides the complete information about all close competitors of
FERNS N PETALS It provides the feedback from customers regarding their problems
and their perception about investing in FERNS N PETALS also that the company can
improve their services.
• Helping the organization to understand the importance of business

• Getting to know where the organization is lacking in customer satisfaction

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 • Setting up the channel partner

• Bringing the notice to the organization the untapped markets

Data Collection

This report is based on primary as well secondary data, however primary data
collection was given more importance since it is overhearing factor in attitude
studies. One of the most important users of research methodology is that it helps
in identifying the problem, collecting, analyzing the required information data
and providing an alternative solution to the problem .It also helps in collecting
the vital information that is required by the top management to assist them for
the better decision making both day to day decision and critical ones.

Research Methodology
Primary source include

1. Pamphlets of the competitors containing the tarrif plans

2. Browsing internet

3. Visiting diff places such as

- Netaji subhash palace

- Wazirpur industrial area

- Pitampura associations

- Rohini

4. Interaction with channel manager Mr. Anirudh mittal

5. Interaction with the new as well as existing clients

- 32 -
Data sources:

(A) Primary Data

Primary data are those, which were collected afresh & for the first time
and thus happen to be original in character. However, there are many methods
of collecting the primary data. All have not been used for the purpose of this
project. The ones that have been used are:

• Face to face (Interviewing)

• Observation

(B) Secondary Data

When an investigator uses the data that has been already collected by others is
called secondary data. The secondary data could be collected from the journals,
reports and various publications. The advantage of the secondary data can be
economical, both in the terms of money and time spent. In this report secondary data
was collected through:
• Company balance sheets
• Reports and records
• Flow charts and tables
• Websites

Primary data was collected through questionnaires

Sample size : 100
Sample area : New Delhi
Sample method : Random sampling method

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Sampling

(A) Sampling procedure:

The sample was selected of them who are the customers/visitors of FERNS N
PETALS It was also collected through personal visits to persons, by formal and
informal talks and through filling up the questionnaire prepared. The data has been
analyzed by using mathematical/Statistical tool.

Secondary source of data

1. Reports from the clients

2. Old data of existing clients

3. Tata tariff for different segments

(B) Sample design:

Data has been presented with the help of bar graph, pie charts, line graphs etc. The
following are the questionnaires that was been carried out at the time of survey. The
questionnaires also show the value of perception of customers towards FERNS N
PETALS

• Satisfied customers of FERNS N PETALS

• Perception about the brand name
• Buying behavior of customer to FERNS N PETALS
• Preference of customers to FERNS N PETALS
• Reasons to prefer FERNS N PETALS
• Awareness of the brand name in market

LIMITATIONS:

✓ Suggestion is based on the given information.

✓ Due to the large number of employee it was not possible to collect all the
information from each.
✓ The time period is limited to know the entire process .We cannot draw
effective conclusion as it is continuous process.

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 ✓ The area of survey was limited to some particular areas.

SCOPE OF THE STUDY

Extensive survey on customer preferences will provide lot of valuable information

about the brand awareness of the product and it will be easy to find out the likes and
dislikes about the product.

For company, it will provide through knowledge about the consumer preferences in
comparison with other market product and suggest valuable direction of the current
market trend.

It will provide lot of information about the market trend and customer preferences
about the product.

It will include valuable suggestions for the company, how the company can
strengthen their own brand?

The study of customer preferences will provide me lot of information on:

How customer profile differs across the user segments?
Dopes the different classes of the customers differ their preferences?

My study includes an extensive survey over 100 customers who normally use the
services. The companies included:

- 35 -
 CHAPTER-4
DATA ANALYSIS

- 36 -
 DATA ANALYSIS

1. Does Ferns n petals has enough variety of products?

(a) Strongly Agree (c) Disagree

(b) Agree (d) Strongly Disagree

Resources To Sell

10%
30% Strongly Agree
26% Agree
Disagree
Strongly Disagree
34%

The survey showed that 30% of the people who were surveyed strongly agree to the
option that Ferns n petals possess relevant resources to sell out their products to the
relevant customers, where as 34% and 26% respectively came to a conclusion of
agreeing and disagreeing the fact and fixtures. Whereas 10% strongly disagreed with
the point and thought that the company has to improvise in the certain areas so that
the selling of the product may increase as per the yearly targets.

- 37 -
1. What according to you is the product’s best selling point?

(a) Status symbol (c) Easy availability

(b) Quality (d) Others

Best Selling Point

18% 20% status symbol

Quality
Easy availability
30% 32% Others

Ferns n petals being a relatively new company in the market and having high
competition, the respondents agreed to a certain level that the easy availability and
quality of the construction is the main and leading beat selling point. A cumulative of
62% (30% and 32%) respectively agreed to the same, where as a healthy percentage
of 38% came to the decision that the price and various other factors were the main
selling point of the product.

- 38 -
3. What is the target audience for Ferns n petals ?
(a) High income group (c) lower Income Group
(b) Middle Income Group (d) All

Target Audience
High Income
14% Group
8% 38% Middle Income
Group
Lower Income
40% Group
All

In the questionnaire the main question was the target audience of Ferns n petals . The
respondents agreed to the point that the company should focus more on the lower
income group people.

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4. Where does Ferns n petals sells their products?
(a) In a business premise (c) Online
(b) Through Agents (d) through business sources

Place Of Selling

15% In a Business Premise

30%
10% online

agents

Through Business
Sources
45%

According to the respondents the main place of selling for Ferns n petals is within
online premises. 45% agreed to the point that the main business is generated with the
help of online market

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5. What Does the Marketing plan of Ferns n petals covers?
(a) Internet (c) Sales Promotion
(b) Advertising (d) Direct Marketing
(e) Public Relations

Market Plan

9% 13%
Internet
Advertisement
29% Sales Promotion
28%
Direct marketing
Public Relations
21%

The main aims of the marketing plan that Ferns n petals has is to advertise their
product in the market and to do direct marketing at the same time. 28% and 29% of
the respondents agreed to the same point. Then main focus is on sales promotion of
the products, later comes the use of internet to advertise and market the product so as
to grow public relations with more and more customers which in turn will be a great
help increasing the turnover of the company.

- 41 -
6. How can marketing help increase in sale for Ferns n petals ?
(a) Increase in profit (c) Building a brand name
(b) Increasing customer knowledge (d) no use

Marketing Helps in
Increase In Profit
8%

38% Increasing
31% Customer's
Knowledge
Building a Brand
Name
23%
No Use

Marketing has a core aim of increasing the sale of the company. According to a large
number of respondents (38%) marketing will help the company to increase sale which
will result in increasing the profit of the company which can be further used for
expansion of the business.

- 42 -
7. What is the best medium for the advertisement according to your point of
view?
(a) Local Newspapers (c) Radio

(b) Hoardings (d) Campaigns

(e) Internet

Medium Of Advertisement

7%
Local Newspaper
18% 34% Hoardings
Radio
Campaigns
23% Internet
18%

Ferns n petals According to the respondents should advertise the product through
local news papers. 34% agreed to it. The reason being easy penetration of newspapers
amongst the people in the society, a very large percentage of people read newspapers
on daily basis and this can be a core means of advertising the product. Radio in the
present day has become very popular amongst the people, with easy access in every
house and cars it has grown as a very strong medium of advertisement, 23% of the
respondents also share the same view. 18% each agreed to the point that hoardings
and campaigns can also be used as effective means of advertisement.

- 43 -
8. What according to you can be other modes of marketing that can be used
by Ferns n petals .
(a) Direct Mail (c) Social Media Marketing
(b) Brand Marketing (d) Mobile Web Marketing

Mode Of Marketing

Direct Mail
12% 16%
Brand Marketing

Social Media
39% 33% Marketing
Mobile Web
Marketing

Ways of marketing is another important segment of marketing. The various modes

can be direct mail, brand marketing, social media marketing and mobile web
marketing. 39% of the respondents agreed to the point that social media marketing
can be a perfect way of marketing. Whereas 33% approved that brand marketing can
be used as the mode, which states that the company should use its brand name for
marketing the product. A cumulative of 28% agreed that direct mail and mobile web
marketing that is marketing through SMS and cold calling can also turn as an
effective way of marketing.

- 44 -
9. How much according to you Ferns n petals is willing and realistically
able to spend on advertisement?
(a) 0 to 10% of Revenue (c) 20% to 30% of Revenue
(b) 10% to 20% of Revenue (d) 30% to 40% of Revenue

Marketing Budget

0 to 10% Of
12% 15% Revenue
10% to 20% Of
Revenue
25% 20% to 30% Of
Revenue
48%
30% to 40% Of
Revenue

Every company has to decide a budget for marketing. A proper budget helps in
effectiveness of the marketing schedule. 48% of the respondents agreed to the point
that Ferns n petals should invest about 20% to 30% of their revenue in marketing
because being a new company they need to build a brand name and to do that it takes
a lot of funds and resources. While 25% people have a view that a little less amount
can also do the needful.

- 45 -
10. What according to you is the impression of the advertisement by Ferns n
petals ?
(a) Funny (c) Informative
(b) Interesting (d) Boring

Effectiveness of the Advertisement

7%
18%
Funny
Interesting
42% Informative
33% Boring

When the respondents were questioned regarding the effectiveness of the current
advertisement, 42% of them said that the advertisement is informative and provides
knowledge about the product. 33% agreed that the advertisement was interested
enough to pay attention on the advertisement. On the other hand 18% and 7%
respondents respectively replied the advertisement was funny and boaring.

- 46 -
RECOMMENDATIONS &
SUGGESTIONS

- 47 -
 RECOMMENDATIONS & SUGGESTIONS

1. The potential customers need to be lured in order to gain an unsurpassable lead

over the unorganized vendors in this segment. This can be done through
providing better prices and different schemes.

2. The Brand Name-Ferns n petals should be maintained as an exclusive Brand.

3. Ferns n petals has not been participating actively in sponsorships and other
such activities, in India.

- 48 -
CONCLUSION

- 49 -
 CONCLUSION

After the above detailed analysis, I would like to state the following concluding
points.

we can see that the brand has a good growth in the industry and can maintain it
profit revenuer by lower downing the price and penetrate the market through

Opening their stores in tier 2 cities as well as

Release different discount and membership for their loyal customer

Go for more expansion and hire trained craftsman for more better products

- 50 -
ANNEXURE

- 51 -
 QUESTIONNAIRE

1. Do Ferns n petals has enough variety of products?

(a) Strongly Agree (c) Disagree
(b) Agree (d) Strongly Disagree

2. What according to you is the product’s best selling point?

(b) Status symbol (c) Easy availability
(b) Quality (d) Others

3. What is the target audience for Ferns n petals?

(c) High income group (c) lower Income Group
(d) Middle Income Group (d) All

4. Where do Ferns n petals sells their products?

(a) In a business premise (c) Online
(b) Through Agents (d) through business sources

5. What Does the Marketing plan of Ferns n petals covers?

(a) Internet (c) Sales Promotion
(b) Advertising (d) Direct Marketing
(e) Public Relations

6. How can marketing help increase in sale for Ferns n petals?

(c) Increase in profit (c) Building a brand name
(d) Increasing customer knowledge (d) no use

7. What is the best medium for the advertisement according to your point of
view?
(a) Local Newspapers (c) Radio

(b) Hoardings (d) Campaigns (e) Internet

- 52 -
8. What according to you can be other modes of marketing that can be used by
Ferns n petals .
(a) Direct Mail (c) Social Media Marketing
(b) Brand Marketing (d) Mobile Web Marketing

9. How much according to you Ferns n petals are willing and realistically
able to spend on advertisement?
(a) 0 to 10% of Revenue (c) 20% to 30% of Revenue
(b) 10% to 20% of Revenue (d) 30% to 40% of Revenue

10. What according to you is the impression of the advertisement by Ferns n

petals ?
(a) Funny (c) Informative
(b) Interesting (d) Boring

- 53 -
BIBLIOGRAPHY

- 54 -
 BIBLIOGRAPHY
WEBSITE

• www.fnp.com
• www.google.com
• www.wikipedia.com

BOOKS

 Principles of Marketing

Kotler, Phillip

 Marketing Research

Kothari, C. R.

 Marketing Research

Gupta, Prof. S. L.

 Building Strong Brands

David A. Aaker

JOURNAL

- Futures Magazine
- An Interactive Journal
- Journal of Marketing Channels

NEWSPAPERS

1. The Economic Times

2. The Times of India
3. The Hindustan Times

MAGAZINES

1. India Today
2. Business Today
3. Time
4. Business World

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