PROJECT REPORT

ON

SALES PROMOTION AT TTK PRESTIGE.LTD

SUBMITTED TO MAHARISHI DAYANAND UNIVERSITY,

ROHTAK IN THE PARTIAL FULFILLMENT OF THE
REQUIREMENT FOR AWARD OF THE DEGREE OF
BACHELORS IN BUSINESS ADMINISTRATION

(BBA CAM)

Session (2021-2024)

Submitted To: Submitted By:

Controller of examination Pujita singh

MD University, Rohtak BBA CAM 6th sem

Regno.

DECLERATIO

Declaration
 DECLERATION

I hereby declare that this project report is based on the research under the
guidance of my faculty guide Dr. Parul Nagi on the topic "SALES
PROMOTION AT TTK PRESTIGE.LTD". The result in this study are
genuine original and the script is written by me.

Date:....

Candidate signature

(Pujita Singh)

(BBACAM, 6th sem )

 Acknowledgement

I take this opportunity to express my deep sense of gratitude to all those who have

contributed significantly by sharing their knowledge and experience in the completion

of this report. I am extremely thankful to Dr. Parul Nagi my research report guide

under whose guidance this research work was carried out. I thank him for continuous

support and mentoring during the tenure of report.

I am also thankful to Dr. Juhi kohli (HOD), department of business administration

computer added management who provide platform to present the research report. I

wish to thank all faculty member of DAV, Management Institute who provide expert

guidance through out the research report. I express my sincere thanks to my Parents

and all the People who supported me and help me to completion of the report on time

time. I would like to thank the Almighty God for giving me this privilege and

opportunity to share any knowledge with others.

Pujita Singh
 Preface

Welcome to the insightful exploration of TTK Prestige, a project

that delves deep into the realm of kitchenware excellence and
innovation. This project report serves as a comprehensive analysis
of TTK Prestige, offering valuable insights into its history,
operations, achievements, and future prospects.
TTK Prestige stands as a beacon of quality and craftsmanship in
the kitchenware industry, with a rich legacy spanning over six
decades. From its inception in 1955, the company has continually
evolved, embracing technological advancements and market
trends while staying true to its core values of integrity, innovation,
and customer-centricity.
This preface sets the stage for an immersive journey through the
corridors of TTK Prestige, where every chapter unfolds new
dimensions of success, challenges, and triumphs. Through
meticulous research and analysis, this project report aims to
provide a holistic understanding of TTK Prestige's business
dynamics, including its product portfolio, market positioning,
competitive landscape, and strategic initiatives.
As we delve into the various facets of TTK Prestige, we uncover
stories of resilience, adaptability, and forward-thinking leadership.
 TABLE OF CONTENTS
Sr no Chapter name Page no.

1 Introduction to the topic

Company profile
• About the company
• Organization chart
• Mission of the company
• Marketing outlook of the
company
• Infrastructure and working
environment

Research methodology of the study

3 • Research design
Introduction to the study
4 • Objectives of company
5 Analysis of the project
6 Conclusion
7 Recommendation and suggestion
8 Bibliography
 Chapter 1

Introduction to the topic

 Sales promotion

Sales promotions are those activities, other than advertising and personal selling that
stimulate market demand for a product. The basic purpose is to stimulate on the spot buying
by potential customers through short-term incentives

Introduction to the topic

“Marketing is a social and managerial process by which individuals and groups obtain what
they need and want, through creating, offering and exchanging products of value with others”

Marketing includes all those activities having to do with effecting changes in the ownership
and possession of goods and services. It is that part of economics which deals with the creation
of time, place and possession utilities and that phase of business activity through which human
wants are satisfied, by the exchange of goods and services for some valuable consideration

Sales promotion strategies

Sales Promotion Strategies. There are three types of sales promotion strategies: Push, Pull, or
a combination of the two. A push strategy involves convincing trade intermediary channel
members to "push" the product through the distribution channels to the ultimate consumer
via promotions and personal selling effort

Sales promotion purpose

Sales promotions can also be used to help persuade consumers to purchase new or existing
products. One way is to offer a sample. Samples can help persuade a consumer to purchase a
new product by reducing the amount of risk associated with the purchase

Objectives of sales promotion

The objectives of a sales promotion is to increase consumer demand, stimulate market demand,
to get potential buyers to heed a call to action, increase the size of purchases and improve
product availability using media and non-media marketing communications.

Advantages of sales promotion

• Creates differentiation
• Creates communication opportunity
• Creates word of mouth
• Creates a platform to cross-sell and up sell
• Creates a reason to buy
• Creates a focused marketing approach
• Creates greater revenue

Disadvantages of Sales Promotion

• Increased price sensitivity. Consumers wait for the promotion deals to be announced and then
purchase the product. ...
• Quality image may become tarnished: ...
• Merchandising support from dealers is doubtful: ...
• Short-term orientation:

Scope and objectives of sales promotion

1. As consumers have developed a resistance to advertising, the use of sales promotion has
increased. There is scope for a variety of activities with sales promotion and companies seek
to create a promotion that singles it out from competitors. Advertising is partly restricted by
the media that can be used.

2. The role of sales promotion is to encourage purchase by temporarily improving the value of
a brand. However, it is part of the overall marketing mix and should tie in with advertising,
product performance and pricing. The purpose of advertising is to improve dispositions towards
a brand, while the objective of sales promotion is to translate favourable attitudes into actual
purchase. Advertising cannot normally close a sale because its impact is too far from the point
of purchase, but sales promotion can.

3. Sales promotion is often managed in isolation from other elements of marketing, because
there is the need to gain shelf space through retailer support and in this context it is referred to
as ‘the silent salesman’.

4. Collectively, these tools of sales promotion are often referred to as ‘below-the-line

promotion’ which contrasts to advertise
ng which, as discussed earlier, is termed ‘above-the-line’ expenditure. We now describe and
discuss some of the more frequently used tools of sales promotion. With such variety of
techniques, we need to be sure that the planning of sales promotion is systematic, so the key
steps in planning sales promotion, along with appropriate techniques, are now discussed.
 Chapter 2

Company profile
 About The Company

TTK Prestige Limited was incorporated as a private limited company on 22 October 1955 in
Madras as TT Private ltd it became a public limited company on 15 June 1988.

The company started its manufacturing unit after independence. It started manufacturing in the
year 1949 by setting up manufacturing unit near Bangalore. The company is known for its
manufacturing and innovations, be it distributing pamphlet from helicopter in the fifties or
introducing the exchange scheme.

The TTK Group has been associated with several brands in India, including:

• TTK Chitra Heart Valves

• Fryums
• Skore Condoms
• Prestige Pressure cooker
• Woodward's gripe water
• Home Shikari
• Get Friday
• Eva Deodorants
• Cigna TTK Health Insurance (Joint Venture with CIGNA, USA)

Departments
The researcher encompassed the study of four departments namely Accounts and
Administration, Designing, Production and Marketing. The basis for departmentalization was
functional.

ACCOUNTS AND ADMINISTRATION DEPARTMENT

This department is headed by Mr. Yesudas. Two executives assist him.This department is
broadly concerned with the acquisition and use of funds by the company. It also analyze, plan
and control the company’s financial affairs. Moreover, the in house administration of the
company is also taken care of. It includes maintenance of showroom and a look into the
requirements and problems of day to day administration. It also keeps a track of things with
regard to civil construction, architectural services, networking, project co-ordination, electrical
work, etc. It is also concerned with bank facility availed by the employees. Apart from all these,
it also takes into account the installation part at the customer site after the dispatch of the
product. In a nutshell this department deals with the trouble shooting of any problem.

DESIGNING DEPARTMENT

This department is headed by Mr. Albert. Eight creative designers assist him. The team of
designer tailor makes the products according to the needs of the customers. Two aspects namely
affordability and aesthetics are focused upon. Major activities undertaken in this department
are as follows:

• Setting the normal design –

According to the initial measurement told by the customer, a normal design is set. Once
the normal design is finalized by the customer, a designer accompanied by marketing
personnel visits the construction site and takes the final measurement. Then according
to it a design is set and the price quotations are made.

• Setting the production design –

When the deal is finalized and after receiving 50% of the amount from the customer,
the designers make the production design. This design clearly demarcates the
technicalities so that it becomes easier for the production personnel to understand.
• Innovative designs –
The team of designers also trigger out the brain cells to create innovative designs.
 PRODUCTION DEPARTMENT

This department is headed by Mr. Prashanth. Four supervisors are in charge of four different
activities such as quality control, product analyzing, production and dispatch.

PRODUCTION HEAD

Supervisor Supervisor Supervisor Supervisor

(Quality Control) (Product Analysis) (Production) (Dispatch)

2 Persons 2 Persons 26 Persons 1 Person

 Quality Control:
This sub department is mainly concerned with the inspection of raw materials. The raw
materials are supplied mainly by four companies namely Novapan, Spacewood, Bhutan Board
and Nepal Board and Nuwood. For bulk orders, direct purchase is made from the local
companies such as Marino Ply, Greenlam, Virlam and Kalachandra.

The raw materials obtained are with respected with regard to requirements and
specifications.

• Product Analyzing:
This sub-department is mainly concerned with targeting and scheduling. After
receiving the production design, it targets as to when the work needs to be completed
and schedules the whole process. Again, after completion of production process and
before dispatch, the product is thoroughly inspected here.
• Production:
26 persons comprising of machine operators and helpers are involved in this sub-
department. It consists of five operations namely cutting, molding, edge bending, boring
and hot press and post formed.

MARKETING DEPARTMENT

This department deals with the springboard of all activities. This department is split into
two divisions – one dealing with home furnishings and the other dealing with office

furnishings.
 Mission of the company

MISSION:
The basic mission of the Company is “Quality Consumer Products at affordable prices” and in
the process delivering long-term value to all stakeholders in the Company.
VISION:
The Company’s vision is “A Prestige in every Indian Kitchen”. The Company further envisions
being a dominant global player in the Pressure Cooker category and the leading Branded Player
in the Domestic Kitchen and Kitchen Appliances segment in the Indian Market and thus
occupying a place of pride in the Indian Kitchens. This shall be achieved through Customer
Centric Processes, People Development, and Operational Excellence. The Board of Directors
may enlarge or otherwise modify the vision from time to time in line with the economic and
business climate and opportunities

Awards of the company

Corporate & Brand Awards

Customer Satisfaction has been at the heart of all our initiatives at Prestige and
the smiles that we receive from our customers has been the fuel that keeps us
going. The awards collected by the brand are a reflection of the strong bond we
share with our customers.
• Retail Excellence Award 2012 - 2017
• Reader’s Digest Trusted Brand Award 2012 - 2015
• Most Preferred Kitchenware Brand Award 2012 - 2015
• Icon of the year- 2015
• Master Brand award 2015
• Power Brand Award- 2016
• India’s Most trusted Brand Award - 2016
• Mr. Chandru Kalro our MD was honoured with World Business Conclave
Award titled The ruler of the Kitchen in 2016
• CNN India’s Most Admired Brands and Leaders Award - 2019
• Times Ascent “Dream Companies to work for” Award / 6th Edition - 2022
 Marketing outlook of the company

At Prestige, we are committed to our mission of providing quality consumer products at

affordable prices. All Prestige products also fully subscribe to TTK group's core philosophy of
trust, transparency, and knowledge. Our customers trust our products, hence we remain the
product of choice and have been voted the Super Brand continuously since the last 4 years.
Our Market Efforts focus on the following;
Products
Indian consumer needs are changing as India continues to evolve in her journey. As the Indian
woman steps out of the kitchen and the men share the cooking responsibilities, the expectations
from kitchen utensils and appliances also evolved. Some of the innovations for the modern
Indian consumer are;

• Microchef (Microwave Pressure Cooker)

• Hobtops (India's First Convertible Gas Stove)
• Induction Cook-tops with Power Saver Technology and Indian Menu Options
• Gas Stoves with Schott glass
• Omega Deluxe Granite Cookware
• Clipon Pressure Cookware

Pricing
Building value at affordable prices is part of our mission at Prestige. All our products aim at
being affordable and we strive very hard to ensure that our products dominate the market. Some
of our leading products are

• Pressure Cookers
• Pressure Pans
 • Non Stick Cookware
• Induction Cook tops
• Glass-top Gas Stoves
• Electric Rice Cookers
• And many more.

Total Kitchen Solutions

Our focus is to be India’s first Total Kitchen solution provider through:

• A range of innovative products encompassing all aspects of the Indian Kitchen

• A range of unique services that maximizes value to customer

Distribution
You can buy a Prestige product at every location in India. Our sales and distribution network
strives to ensure availability of all our products across India through our very wide distribution
and dealer network.
Apart from dealers, Prestige also has our own exclusive retail stores through Prestige Xclusive
stores. We have more than 525 stores across India today. Apart from the stores, Prestige
Xclusive also has an online website where you can buy online.
Promotion
Prestige continuously educates its customers about its products and how it is advantageous to
have a Prestige product. Apart from creating awareness about the products, Prestige also
rewards customers for their trust and loyalty through our various promotions, discount offers
and programs. So keep loving Prestige and reap benefits from your most trusted brand.
Infrastructure of the company and
working environment

Prestige sets very high standards to meet customer expectations. Every product that comes out
of our factories has to meet our core values of safety, durability, transparency, trust and value.
To support this Prestige has built up infrastructure that meets international standards -

• Over 2500 employees.

• 5 state of the art manufacturing plants at Hosur, Coimbatore, Karjan, Roorkee,
Khardi.
• 2 dedicated Research and Development center.
 • 1 data centre with major functions supported by a SAP ERP system.
• ISO 9000:2008 certified company for QMS.
• BIS certified company for Indian Product Standards.
• PED 97/23/EC TUV Certified Company for International Product Standards.
• Strong distribution network.
• More than 545 Prestige Xclusive stores in over 305 cities.
• 18 Regional Sales Centre (RSCs) managed by the company directly.
• 115 Authorized Service Centre (ASCs)
• Post Sales Customer Care Division is supported by 260 trained personnel. RSCs
managed by a company directly.
• 545 Prestige Xclusive Stores added.

Prestige has a unique combination of precision engineering, design and innovation skill sets
driven by a strong sales and marketing team that delivers consistent value for all its stake
holders
Outlets of company in India.

Our exclusive retail stores are spreading rapidly throughout India. With 545 plus stores spread
across 320 plus towns and 27 states, Prestige Xclusive has a proven time-tested business model
that has succeeded throughout the last 15 years. Locate a Prestige Xclsusive Store now to
avail the entire range of total kitchen solutions.
Varies range of products

For over six decades TTK Prestige has stood tall as the market leaders in kitchen appliances.
Our pioneering products make us the best companion for the Indian homemaker. Our product
innovation journey is focussed on the five pillars of Trust, Innovation, Smartness, Health and
Modernity. We have come a long way from the pressure cooker to over 600 products today.
Lets look at a few milestones in this product evolution journey
1949 - Pressure Cookers
Denis Papin created the pressure cooker to help housewives soften the meat. We at TTK were
inspired by his story and decided to get the innovation to India. It was when Prestige pressure
cooker was introduced into the Indian Kitchen by the TTK Group, which made cooking safe
for the users; the brand won the trust of the Indian people. Unique Indian cooking needs have
inspired Prestige to develop the Prestige Pressure Pan.
Our constant endeavour to satisfy our customers and to help them cook better has been the
main thrust at Prestige. This has helped us to retain our core value of trust with all our
customers.
1994 - Non-Stick Cookware
Cooking directly affects our overall health and fitness. Another facet of kitchens that was
gaining importance was good looking utensils. Recognising the need of the Indian consumers
to cook healthier food with lesser oil, and also to make the cooking utensils look smarter,
Prestige released the entire a range of non-stick cookware for the Indian Kitchen.
2001 - Gas Stoves & Electrical Appliances
Our users pushed us to innovate and provide them with all their needs since they now had
established trust with the Prestige product family. Our customers desire propelled our R & D
Department to develop Gas Stoves and the entire range of Electrical Appliances like mixers,
grinders, toasters, ovens, grills and more.
2015: Pressure Cookware (Clip On)
Pressure cooking and Prestige are synonymous to Indian consumers and that's what inspires us
to push our boundaries. We realised how important a part pressure cooking was in the daily
cooking regime of the Indian homes and thus was born the idea of Clipon pressure cookware -
with a completely new universal lid interface which can make any cookware in its series into
a pressure cooker. Now you can have a common lid for a saucepan, kadai, and handi and use
the same vessels for Frying, deep frying, sauteing, cooking and pressure cooking. It is India’s
first modular pressure cooking system.
2022: Clean Home Solutions
‘Chasing new frontiers’ is our guiding principle at Prestige. Conquering the Indian Kitchen
prompted us to widen our horizons and thus, Prestige took its plunge into the Cleaning
Solutions Business. Prestige has launched cleaning solutions products under the brand
“CleanHome”.

Staff of the company

Board of Directors

T T Jagannathan (Executive Chairman)

Mr. TT Jagannathan is a Gold Medalist from IIT, Chennai and holds a Masters in Operations
Research from Cornell University, USA. He has been on the Board of TTK Prestige Limited
for the last 39 years.

T T Raghunathan (Vice Chairman)

Mr. TT Raghunathan is a Commerce graduate and has vast industrial experience and has been
actively involved in the management of various companies of the TTK Group. He has been on
the Board of TTK Prestige Limited since 1995.

Chandru Kalro(Managing Director)

Mr. Chandru Kalro is an expereinced and qualified engineer who has been with Prestige
since 1993 with a total work experience of over 23 years spanning sales, marketing,
corporate planning and strategy, alliances and sourcing.

R. Srinivasan(Director)

Mr. R. Srinivasan is B.E. (Hons.) and is an independent professional having vast industrial
experience and is also a Management Consultant. He has been on the Board of the Company
since 2000.

Arun Thiagarajan(Director)

Mr. Arun Thiagarajan holds a Masters in Electrical Engineering and a degree in Business
Administration. He has held senior positions in ABB, Wipro and HP. He has been on the Board
of TTK Prestige Limited since 2005.

Dileep Krishnaswamy(Director)

Mr. Dileep Krishnaswamy is a well known Management consultant with an academic

background in Mechanical Engineering and Post Graduate Diploma in Management from U.K.
He has been on the Board of TTK Prestige Limited since 2005.
 K Shankaran(Director & Secretary)
Mr. Shankaran is a qualified Cost and Management Accountant and Company Secretary. He
has been the whole time Secretary of the Company since 1990. He has been on the Board of
TTK Prestige Limited since 1993.

Dr. Vandana R Walvekar(director)

Dr. (Mrs) Vandana Walvekar is a Gynaecologist. She has been on the Board of the Company
since 1975.

Dr. TT Mukund(director)
Dr. T.T. Mukund is presently Reader National Centre for Biological Services, Bengaluru. He
graduated from Cornell University, USA and did Ph.D. (Physics) at Massachusetts Institute of
Technology, Cambridge, MA.

Mr. Murali Neelakantan(director)

Murali Neelakantan is a dual qualified (India and England & Wales) lawyer with broad based
experience of advising on cross border deals governed by English law and domestic Indian

deals governed by Indian law.

CHAPTER 3
THE RESEARCH

METHODOLOGY
The Research Methodology of Sales Promotion
Research methodology is a systematic way to solve the research problem. it may be understood
as science of studying how research is done scientifically. In this we study the various steps
that are generally adopted by a researcher in studying his research problem along with logic
behind them.

RESEARCH DESIGN

RESEARCH design specifies the method and procedure for conducting a particular study. A
research design is the arrangement of conditions for collection and analysis of data in a manner
that aim to combine to the relevance to the research purpose with the economy in procedure.
Research design is broadly classified in to three parts

• Exploratory research
• Descriptive research
• Casual research design

I have chosen exploratory research design.

Data collection

The data for this research has been collected both from primary source as well as secondary
sources.

Primary source
Direct observation: I collected the data for this research by direct observation

method. I made visits to retailer outlets in different areas, which provided me

clear understanding and view about the shops. the most common techniques are
Self administered ,surveys, interviews, field observation, and experiments

Questionnaire method: The questionnaire is the main instrument for collecting

data in survey research. Basically, it is a set of standardized questions, often called items,
which follow a fixed scheme in order to collect individual data about one or more specific
topics. Sometimes questionnaires are confused with interviews

Secondary sources:

The secondary source of data is available in company already which helps me to get
information about products and which is published the data was lead which provided me the
areas and locations in the form of beat plan which guided me to the targeted markets.
 Chapter 4

Introduction to the study

Primary objectives

The primary objective of marketing research depends upon many things like interviews,
observation, discussion and questionnaires groups to gain customers for providing new
product and services. ...
Secondary objectives

Secondary objectives are 'back up' objectives; things you'd like to accomplish if you don't
achieve your primary objective or things you'd like to accomplish in addition to achieving the
primary objective. They are the little extras; the nice-to-haves

Scope of the study

1. The study covers all retailers of various areas in order to understand their business
strategies.

2. ttk prestige ltd products with various range of products has achieved rank in Asia

3. To understand the competitor strategies to tackle them systematically.

4. Healthy relations between manufacturers and retailers

Limitation and challenges

1. Questionnaire were lengthy because of shortage of time of customers .

2. Sometimes faced negative attitude of retailers .
3. Retailers were too busy due to larger availability of customers .
4. Its was not and tough for me to work on field and further prepare all these on excel sheet
 Chapter 5

Data analysis
Table representing the no of satisfied with the services of TTK prestige ltd

Sex No. of Respondents Percentage

Yes 6 20%

No 24 80%

Total 30 100%

Analysis

➢ 80% of the respondents are no

➢ 20% of the respondents are yes
Table representing the pricing of products

Prices No. of Respondents Percentage

High ─ ─

Reasonable 16 54%

Competitive 14 46%

Low ─ ─

Total 30 100%

Analysis
 ➢ 54% of the respondents are of the opinion that the products are reasonable.
➢ 46% of the respondents are of the opinion that the prices of the products are
competitive.
➢ None of the respondents feel that the prices of the products are either high or low.
Interpretation

➢ Majority of the respondents opine that the prices of the products are reasonable.

➢ The prices of the products are reasonable though they are competitive.
Table representing the major competitors of TTK prestige . Ltd. with regard
to

Bajaj ltd

Major Competitor No. of Respondents Percentage

No dominant player 24 80

Havells ltd 4 13

Bajaj ltd 2 7

Total 30 100

Analysis

➢ Majority of the respondents i.e. 80% opines that there is no dominant player in the
market.
➢ 13% of the respondents are of the opinion that the bajaj ltd is the major competitor.
➢ Trident Inter wood is considered as the major competitor by 7% of the respondents.
Interpretation

➢ Though brand names like havells and bajaj came into the picture but the fact
reveals that there is no dominant player in the market. So everyone is competing
with each other.
Table representing the competitor’s strength

Strength No. of Respondents Percentage

 Quality ─ ─

Brand Image 24 80

Pricing ─ ─

Promotional Activities 6 20

Total 30 100

Analysis

➢ 80% of the respondents are of the opinion that the competitor’s strength is brand
image.
➢ 20% of the respondents opine that promotional activities are the strength of the
competitors.
➢ None of the respondents feel that quality and pricing are the strength of the
competitors.
Interpretation

➢ Majority of the respondents opines that brand image is the strength of the
competitors.
CHAPTER 6

CONCLUSION
No man has the right to dictate what other men should perceive, create or produce, but all
should be encouraged to reveal themselves, their perceptions and emotions and builds
confidence in their creative spirit!”

This inspiring thought of Ansell Adams is well appreciated by new style marketing
organizations which understand that “boxes and lines” structures can’t drive value in fast
moving environments. No doubt, TTK PRESTIGE . Ltd. is one of them because they believe
in teamwork. Today, the need of the Indian consumer evolves beyond “roti, kapada aur
makaan”. The game in the new-breed furniture industry is no longer furnishing. It is about
“home dressing”. To capture opportunities continually, the company must have a continual
flow of ideas. Transforming a pipeline full of ideas into a value – generating portfolio of
products and services is hard. Herein, lays the importance of co-ordination.

A home is not just a living space but one’s statement of individuality to the world. Big or
small, it’s all about adding own touch to one’s home to make it unique – a perfect blend of
form and function. With the ever increasing number of house-hold items, a highly dynamic and
always on the move job profiles, it is crucial for people to employ efficient storage spaces that
are affordable to purchase. The modular kitchen of today is the epitome of functionality and
multi-purpose aspects. With the rise in income and the infiltration of western luxury goods
have created a cultural shift towards materialism and consumerism.TTK PRESTIGE with its
unique strength provides customer solution that offers the perfect balance of quality and
economy.
 CHAPTER 7

RECOMMENDATIONS
AND SUGGESTIONS
Recommendations

1.It’s overwhelming to find out that the organization works in a systematic manner. A blend
of co-ordination will definitely enhance the performance of the company
2.Quality clubbed with reasonable pricing and quick delivery made the product of the
company stand apart. The marketing campaign should focus on this aspect and made
according to its line.
3.The strength of the company is its customized products. This very fact must be
highlighted in the marketing campaign.
4.As the products are reasonably priced, the ambit of the target consumers should be
stretched so that middle class consumers also fit into it.
5.The company must stick to a norm while giving discounts on repeat purchase. This will
certainly help in sales promotion in order to create repeat purchase.
6.In order to have a rapid market access, the company can include dealers, if not retailers
at the moment.
7.The company should focus the marketing strategies on Modular kitchens in the home
furnishing arena as it is moving in the market rapidly.
8.The company can introduce some reward schemes so that a person is benefited after the
fulfillment and over achievement of the target. This is predominantly done to motivate
the sales force and enhance their performance.
9.Other than emphasis on design, craftsmanship and product quality, the company’s unique
strength also lies in its capability as a fully – integrated furniture manufacturer. This
fact should be highlighted during the advertisement campaigns.
10.The need of the hour is aggressive marketing.
Suggestions:

1.Everyone is aware of the growth in wealth and change in lifestyle among Bangalore’s
novae riche. So the marketing campaign should be designed to woo the customers.
2.The company should explore all possible ways in order to aggressively sell its products.
So, the company can register itself in Furniture.co.in as it is India’s biggest online B2B
plan with largest virtual furniture directory
3.The construction industry is in boom. In order to tap the potential market, the Company
can advertise in a magazine named ‘Builders Grid’. This will help in showcasing the
products of the magazine. This can add an extra spice to sales.
4.Feng Shui items are gaining prominence right at the moment. Feng Shui describes the
wood personality as one possessing good decision making skills, idealism, imagination,
compassion and the ability to create change. The fact can help in emotional marketing
of the product and also combat competition from Godrej whose modular kitchens are
made of steel.
5.In today’s crowed market place in order to increase the size of the pie, the Company can
adopt innovative promotional strategies. One of them can be suggested as ‘Dream
House’ road shows. It will help in creating and reinforcing the Company’s identity in
the minds of the consumer.
6.In order to be extra ordinary, the Company has to walk the extra mile. A method named
‘Experimental Marketing’ can be adopted by the Company wherein the prospective
consumers can be invited to visit the showroom and touch and feel the products.
7.Since the competition is intense, so there should be some value addition so as to make
the Company stand apart in the market. One such way is to improvise the customer
service.
8.Consumer is the king in the market. This fact should be deeply rooted in the minds of the
employees. The Company can adopt some ways to listen to the customer’s feedback
which should be noted in writing so that it will help in continual improvement and make
the company to be in the right track always. Moreover, a sense of involvement will be
felt by the customers whish can give the company a cutting edge
 CHAPTER 8

BIBLIOGRAPHY

BIBLIOGRAPHY

• Tidy Form. Formats: Microsoft Office and PDF. ...

• Vertex42. Formats: mainly Excel, but also Word, OpenOffice.org, and Google Sheets. ...
• Office.com Templates. ...
• SlideHunter. ...
• Project Management Docs. ..

BROCHURES

MAGAZINES AND JOURNALS

Website name:

www.ttkprestige.com

Books name:

Business research method by FC SHARMA