A Study on Sales

Promotion

CHAPTER – 1

INTRODUCTION

“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”.

- Philip Kotler.

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.

- American Marketing Association.

Marketing is the process of discovering and translating consumer

wants into product and service specifications and then in turn

helping to make it possible for more and more of consumers to

enjoy more and more of these products and services.

Marketing consists of analyzing marketing opportunities,

researching and selecting target markets, designing marketing

strategies, planning marketing programs and organizing,

Page
 A Study on Sales
implementing and controlling marketing effort.
Promotion

Page
 A Study on Sales
Promotion
Companies have to identify long and short term marketing

opportunities and research the selected market by measuring and

forecasting attractiveness of the given market. Having selected the

market, the companies need to develop a differentiating and

positioning strategy for the target market. The marketing strategy

must be transformed into marketing programs by deciding on

marketing expenditures and the marketing mix. The final step is

organizing the marketing resources and implementing and

controlling the marketing plan.

Marketing Mix

Marketing mix is the set of marketing tools that a firm uses to

pursue its marketing objectives in the target market.

McCarthy has popularized a four factor classification of marketing

tools known as the 4P’s of the marketing mix. They are:

 Product

 Price

 Place

 Promotion

Product:
Product stands for the firm’s tangible offer to the market, including

the product quality, design, features, branding and packing. It deals

with new product development, product life cycle, product mix,

product lines, branding and associated services to a product. From

Page
 A Study on Sales
the customer’s point of view, it helps in
Promotion satisfying the customer’s

needs and wants.

Page
 A Study on Sales
Promotion
Price:
Price is the monetary value of the product. Price deals with selecting

the pricing objectives, setting the price, discounts, allowances,

payment policies and credit terms. It is very important to the

customers as it decides the cost the customer has to pay to gain

the product value.

Place:
This marketing tool stands for the various activities the company

undertakes to make the product accessible and available to the

customer. It involves market size, channel selection and

management, storage and physical distribution with the ultimate

purpose of efficiently supplying the company’s offer to the target

market. To the customer, this marketing tool refers to convenience.

Promotion:

Promotion stands for various activities the company undertakes to

communicate and promote its products to the target market. It

involves communication programs i.e. direct marketing, advertising,

sales promotions, public relations and motivation of sales force. To

the customer this tool provides knowledge and information.

Page
A Study on Sales
Promotion

Page
 A Study on Sales
Promotion
The Promotion Mix of a company includes the following tools;

Advertising:

It is any paid form of non-personal presentation and promotion

of ideas, goods or services by an identified sponsor.

Direct Marketing:

It refers to the use of mail, telephone and other non-personal

contact tools to communicate with or solicit a response from specific

customers and prospects.

Personal Selling:

Face to face interaction with one or more prospective purchasers

for the purpose of making a sale refers to personal selling.

Public Relations and Publicity:

It refers to the variety of programs designed to promote and or

protect a company’s image or its individual products.

Sales Promotions:

The short-term incentive to encourage trial or purchase of a

product or service refers to sales promotion. Whereas advertising

offers a reason to buy; sales promotion offers an incentive to buy.

Since sales promotion directly push up the sales, increasing

number of companies are undertaking sales promotion activities.

Page
 A Study on Sales
Promotion
Sales Promotion

Sales promotion refers to the short-term incentives to encourage

sales of a product or service. It consists of a diverse collection of

incentive tools, mostly short-term, designed to stimulate quicker

and greater purchase of products or services by consumers.

Purpose of Sales Promotion

Sales promotion tools vary in their specific objectives. They may

be used to attract new customers, to reward loyal customers

and to increase the repurchase rates of occasional users. Sales

promotion usually targets brand switchers because non-users and

users of other brands do not always notice a promotion. Sales

promotions are thus also seen as a tool for breaking down loyalty to

other products.

Sales promotions also let manufacturers adjust to short term

changes in supply and demand and differences in customer

segments. They also let manufacturers to experiment by varying

prices. Sales promotions also lead to greater consumer awareness of

prices.

To use sales promotion, a company must set objectives, select the

right tools, develop the best program and implement it and evaluate

the results.

Page
A Study on Sales
Promotion

Page
 A Study on Sales
Promotion
Objectives of Sales Promotion

The specific objectives set for sales promotions will vary with

the type of the target market. For consumer promotions, objectives

include encouraging purchasing of larger sized units, building trial

among non-users and attracting switchers away from the

competitor’s brands. For trade promotions, objectives may include;

including retailers to carry new items and higher level of inventory,

encouraging off-seasonal buying, of-setting competitive promotions,

building brand loyalty of retailers and gaining entry into new retail

outlets. The sales force promotions help in encouraging support of a

new product or model, encouraging more prospecting and

stimulating off-seasonal sales. But most importantly, sales

promotion should be focused on consumer relationship building.

Sales Promotion Tools

Many tools can be used to accomplish sales promotion

objectives.

Descriptions of the main promotional tools are as follows;

Consumer Promotion Tools

The main consumer promotion tools are as follows;

 Samples:

They are offers of a trial amount of a product. It consists of

inviting prospective purchasers to try the product without cost

Page
 A Study on Sales
or at a lower cost in the hope that they
Promotion will buy the product.

Samples may be free or discounted.

Page
 A Study on Sales
Promotion
 Coupons:
Coupons are certificates that give buyers a saving when they

purchase a specified product. Coupons can be mailed, placed

in advertisements or included with other products.

 Rebates:
Rebate is also known as cash refund offers. Rebates are offers

to refund part of the purchase price of a product to its

customers who send a proof of purchase to the

manufacturer. These are like coupons except that the price

reduction occurs after the purchase

and not at the point of sale.

 Price Packs:
Cents-off deals or price packs offer consumers savings by way of

reducing prices that are marked by the producer directly on

the package.

 Premiums:
These are the goods offered either free or at a low cost as an

incentive to buy a product. Premiums may be in-pack or on-

pack (outside the pack).

Page
A Study on Sales
Promotion

Page
 A Study on Sales
Promotion
 Prizes:

They are offers of chance to win something such as cash, trips or

goods – by luck or through extra efforts. Contests of talent and

sweepstakes or draws the most popular prize offering

promotions.

 Tie-in Promotions:

Tie-in promotions involve two or more brands or companies that

team up on coupons, refunds or contests to increase their pulling

powers.

 Cross Promotions:
Cross promotions involve using one brand to advertise non-

competing brand.

 Advertising Specialties:
These are useful articles imprinted with an advertiser’s name,

given as gifts to consumers.

 Patronage Rewards:
They are cash or other awards for the regular use of company’s

products or services. They are values (in cash otherwise) that are

proportional to one’s patronage of a certain vendor or a group of

vendors. They aim at building brand loyalty.

 PoP Promotions:

Page
 A Study on Sales
Point of purchase (PoP) includes displays
Promotion and demonstrations

that take place at the point of purchase or sale.

Page
 A Study on Sales
Promotion
Trade Promotion Tools
More money is spent by companies on trade promotion (58%)

than on consumer promotions (42%). The major trade promotion

tools are as follows;

 Discounts:
It is also known as price-off or off-invoice or off-list. Discounts

price cut off the list price on a particular quantity purchased

during a stated time.

 Allowances:
They are the amount offered in return for an agreement by the

retailer to feature the manufacturer’s products in some way;

displays, advertising or otherwise.

 Free Goods:
Free goods are the extra merchandise offered to middlemen who

buy a specific amount of a product.

Companies also offer push money and specialty advertising items

to the middlemen.

Page
A Study on Sales
Promotion

Page
 A Study on Sales
Promotion

Business Promotion Tools

Companies spend huge amount on promotions focused on

industrial consumers. The major business promotion tools are as

follows;

 Trade Shows and Conventions.

 Sales Contests.

Clearly, sales promotions play an important role in the total

promotion mix. To use it well, the marketer must define the sales

promotion objectives, select the best tools, design the sales

promotion program, pretest and implement the program and

evaluate its results.

Page
A Study on Sales
Promotion

Page
 A Study on Sales
Promotion

INDUSTRY PROFILE

A Look into the Indian Economy and Furniture Industry

India is the fourth largest economy in the world and it’s the

largest democracy with second largest GDP among emerging

economies. World Bank’s President James D. Wolfensohn confirmed

that India is not the world’s 4th largest economy after USA, China

and Japan in PPP (Purchasing Power Parity). It is also one of the ten

fastest growing economies in the world.

With 1 billion populations, India remains on the fastest growing

economies and even in the present worldwide economic slowdown,

has maintained GDP Growth rate of nearly 6%.

India today is 7th most attractive destination for foreign direct

investments, after US, China, Brazil, Mexico and Germany. Besides,

India offers higher rate of returns and profitability than anywhere

else in the world.

Out of 1 billion population the upper and middle class constitutes

20% or 200 million people (or 30 to 40 million houses). By rent per

capita:

Page
 A Study on Sales
 2 percent of Indian has a per capita income in excess of
Promotion
14,500 Euros, which means 20 million people.

Page
 A Study on Sales
Promotion
 8 percent of Indians have a per capita income of more

than 3,900 Euros, which means 80 million people.

 10 percent of Indians have a per capita income in excess

of 3,200 Euros, this is about 100 million people

Overall Economic Scenario

1. The Indian market has been enormous with a large base.

2. Levels of affluence are high- with the number of individuals in the

“high: income demographic group doubling each year, according

to NCAER statistics.

3. The actual “disposable” income at the disposal of the affluent

Indian is as high as three to five times higher as the official

statistics, on account of the very large proportion of unaccounted

(“black”) money income.

4. The market has, due to exposure to overseas products and

lifestyles, displayed the willingness and ability to purchase

overseas brands and products at high prices.

5. Customs duties and tariffs have been drastically reduced, in

keeping with government policy to open up the economy – a

policy which has stayed constant despite changes in

Page
 A Study on Sales
government. Promotion
All the products in the INDEX

Page
 A Study on Sales
Promotion
product range are now permitted for import into India under OGL

or the Open General License, which implies that no special import

license is required for import.

6. Despite the cut in duties, the rate of customs duties is fairly

substantial which makes the prices of products higher in India.

There is a huge demand for furniture, hardware and fittings, DIY

equipment, lighting and consumer non-durable and appliances.

7. While the Indian middle class still does not have as high a rate of
obsolescence as the US, and tend to use their furniture for

several years before changing or upgrading, the actual size of

this segment makes

investment in this market more than worthwhile. The affluent

classes however, do have high rate of obsolescence of interior

decoration products and redecorate constantly.

8. All the above factors put together make manufacturers and

retailers of a wide range of consumer durables. Several overseas

companies have already entered the market and have been

extremely well received by the market.

Page
A Study on Sales
Promotion
Indian Furniture Industry

Page
 A Study on Sales
Promotion

The furniture sector in India only makes a marginal contribution

to the formation of GDP, representing just a small percent (about

0.5%), which indicates a huge potential for growth. It is estimated

that the furniture industry comprises 25% of the construction

industry and hardware comprises 40% of total furniture industry, out

of this 20% is replacement and 20% is new.

Wood and wooden products, furniture and fixtures carry a

weight of 27.01% in the total manufacturing sector.

The furniture industry employs a total of around 30,000 workers.

The future on the furniture sector in India seems positive.

Talking about production, several agreements have been signed

between local producers looking for technology and European and

Asian companies trying to reach a potential opportunity in costs.

From the commercial point of view, India shows good

perspective to sell furniture in the following years. First of all,

because its size and secondly due to the newly acquired taste as a

result of exposure to western furniture style.

India is one of the largest consumers of wood in South East Asia.

Until a few years ago the county had considerable quantities of

available tropical woods. The most common species in Indian forests

Page
 A Study on Sales
are teak, rosewood, ebony, laurel, pine,
Promotion cedar and rubber trees.

Supply of these “ready to uses”

Page
 A Study on Sales
Promotion
species became scarcer due to unconditional and inappropriate

exploitation and also due to growing concern about the environment.

In India, natural rubber plantations covers 520,000 hectares with

another 6,000 hectares replanted almost every year since 1994.

Kerala state (South India) produces 95% of the total supply of rubber

wood in India.

India imports wood (logs) especially from Malaysia, Indonesia,

Myanmar, Ivory Cost, Cameroon, Nigeria, Ghana, South Africa and

New Zealand and to some extend from South America.

Most soft and hard woods are imported from Russia,

Scandinavia and other South East Asian counties. MDF is imported

from Europe, and there is also a small local production. Veneered

panel are becoming more popular in India and are imported from

the European Union and the USA.

The total size of Indian furniture industry is estimated at Rs. 350

thousand million but almost 85% of this is unorganized. The

remaining 15% is organized and is believed to be growing at a

steady pace of 12% to 15% per annum.

The share of the wooden furniture market is estimated at Rs. 600

million. Woodworking industry of India is one of the fastest growing

Page
 A Study on Sales
in the county’s economy.
PromotionMuch of this growth has been fuelled by

the increasing access to modern machinery and technology through

easier import policies as a result of India’s entry into the WTO in the

year 1990s. There is a noticeable shift in

Page
 A Study on Sales
Promotion
the preference towards mechanized mass production and the up

gradation of technology.

The Emerging Trend

Though technology has made inroads in the industry with

increasing stress on the use of machines, overall scenario reveals

that almost 80% of the products supplied in local markets by

indigenous manufacturers are labor intensive and handmade.

Residential or household furniture accounts for over 60% of the

overall domestic and leading manufacturers have begun to realize

the necessity of proper distribution system in this area.

Among other sectors where the demand is spiraling upwards is

office furniture. Growth of IT an IT- enabled sector such as BPO’s has

created a huge demand in metros and Class II cities all over India.

The old economy businesses are also undergoing a makeover and

this is reflected through changing looks of the offices.

Metal and plastic furniture production is gaining wider

prominence but wood still remains to be the most favored medium.

CHAPTER - 2
Page
 A Study on Sales
Promotion

REASEARCH DESIGN

Title of the Study

The title of the study is – “A STUDY ON SALES PROMOTION OF

HOME FURNISHINGS AT Ferror Dek Pvt. Ltd”.

Statement of the Problem

The project is mainly undertaken to study the sales promotional

strategies at Ferror Dek Pvt. Ltd. The intention of the study is to find

what attributes needs further improvement in order to make the

product more preferable in the market.

The main aim of the study is to uncover new relationship and

identify any problem that may arise in future. Hence, exploratory

research is been conducted. Exploratory research as its name

implies endeavors of exploring the possibility of doing research on a

subject where due to lack of existing knowledge framing and testing

the hypotheses is difficult. In today’s crowed marketplace where

products and services are touting themselves to be the best, it is

vital to stand out in the crowd. The study was undertaken to explore

how a company or brand can ensure a store that stands out and not

get lost in the crowd.

Page
A Study on Sales
Promotion
Objectives of the Study

Page
 A Study on Sales
Promotion

1. To study the various promotional strategy adopted by Ferror Dek Pvt.

Ltd.

2. To find out the footage of Ferror Dek Pvt. Ltd. With respect to
other players in the market.

3. To observe and understand the practice followed by Ferror Dek Pvt.

Ltd.

4. To find out the communication linkages and

de-linkages in the organization.

5. To study the activities of each and every department of the

organization.

Scope of the Study

This project was undertaken for a specific period in Ferror Dek

Pvt. Ltd., New BEL Road, RMV II Stage; Bangalore. It is an exercise

that is well planned into the curriculum giving the researcher a

valuable opportunity to understand the working dynamics of the

organization and to experiment and exhibit the recently acquired

management and administration skills.

The prospect of the furniture sector in India seems positive. The

Page
 A Study on Sales
Indian furniture industry has awakened to interesting times! The last
Promotion
ten years have seen changes in the shop windows of furniture

retailers. Consumers today no

Page
 A Study on Sales
Promotion
longer look for mere practicality in furniture, instead, they look for

theme furnishing, i.e. lifestyle living. Realizing the tremendous

market potential and to make the most of it, the study was

undertaken.

Limitations of the Study

Every study is bound by limitations and as such this is no exceptions.

1. “Change is Constant” rule of nature. Hence, the study

undertaken may not hold good for longer duration.

2. The study was conducted under the assumption that the

information given by the respondents is authentic.

3. The analysis and suggestion are given only with respect to

marketing aspects as technical suggestion with respect to the

product could not be given.

4. Confidential matters were not disclosed by the company.

5. There were time constraints.

Page
A Study on Sales
Promotion

Page
 A Study on Sales
Promotion
Methodology of the Study

A variety of methods of study have been adopted by the

researcher to fulfill the objectives of the study.

➢ In order to have a better grasp of the study, the researcher

chose to become a keen observer, studying the various

aspects of the organization.

➢ To have a broader perspective of the study, the researcher

attended the Lifestyle Exhibition at Palace Grounds wherein

the products of Ferror Dek Pvt. Ltd. were displayed.

➢ In order to fund out the market realities, the researcher

visited the showrooms of certain companies having almost

similar product profile as that of Ferror Dek Pvt. Ltd. To

name a few Quezel, Veneto Cosines, Trident Inter Wood,

etc.

➢ With a view to understand the crunch of the matter and to

find out the ground realities, the researcher formed a

schedule specifically for the set of respondents. The

researcher met the respondents personally, interviewed

them and made them to fill the questionnaire.

Page
A Study on Sales
Promotion

Page
 A Study on Sales
Promotion

The researcher has done the research in the following

manner;

a) Type of the research undertaken is analytical.

b) Technique used is random sampling.

c) Sample size taken is 30.

d) Sources of data used include both primary as well as secondary

data.

e) Tool used for the research is questionnaire.

f) Plan of analysis are tables and graphs.

Data Collection Methods

In this study, the foremost data collection instrument used is

the questionnaire method. The questionnaire has been designed

with both open ended and closed ended questions. Apart from this,

the research instrument consists of primary and secondary data

collected for the study.

Primary Data:

Here first hand information is obtained by distributing printed

questionnaire to the marketing executives of the company. Data

was also obtained from the observation and interview technique

adopted by the researcher. Moreover, information was disseminated

by the departmental heads.

Secondary Data:
Page
 A Study on Sales
Promotion
Here the information is obtained from the brochure of Ferror

Dek, books, websites, newsletter, journals, magazines, newspapers,

etc.

Page
 A Study on Sales Promotion

SOURCES OF DATA

Primary Data Secondary Data

Questionnaire Newsletter
Observation Journals
Interviews Magazines
Visits to other Newspapers
Companies Information Books
Through Departmental heads Websites

Page
 A Study on Sales

CHAPTER – 3

COMPANY PROFILE

Ferror Dek Pvt. Ltd. promoted by Mr. Binny Kuriakose is one of

India’s leading manufacturers and distributor of modular kitchen and

modular work station. It also undertakes value added services such

as executing turnkey projects as a part of office furnishing.

It has set international standards in terms of quality of work and

execution of projects.

It was a modest beginning for Ferror Dek with a few orders for

home furnishing. Very soon as the scope of the business grew; it

started expanding into diverse activities. It is only a year old but the

company has shown excellent growth since inception and is growing

at a rapid pace.

It has a decade of expertise in building turnkey solutions for

contemporary offices and homes. The understanding of modern

demands allows optimizing spaces to derive maximum utility value

for every furniture solution. The solutions are available in a wide

variety of boards such as Pre-lam particle board, MDF board with

post form finish, MDF with veneer finish and MDF with PVC foil

membrane, 2mm PVC edge banded shutter etc. The whole range of
Page
 A Study on Sales
solutions are tailor-made to suit the consumers needs blended with

affordability and aesthetics. It is located at Bangalore, India’s

melting pot of

Page
 A Study on Sales
international cultures. They are at a strategic advantage to offer

clients furniture that reflects the emerging global denizen.

It is equipped with a modern production house and employs

world class machinery from Germany and Italy to carve artistic

niche for customers. It uses high quality raw material for all

solutions and these are available in a wide variety of options.

Today’s market is clustered with options to furnish homes and

workplace. But at Ferror Dek, what makes it to truly stand apart is

the quality of the products and services. It is driven by the urge to

provide quality that is distinctive as the customers are. Every single

product that is rolled out of the manufacturing unit is ensured to be

flawless and absolutely defect-free. The adherence to rigorous

quality standards is maintained at every level because quality is

continuous and consistent process….

Ferror Dek ensures its customers that the customers will find

unique expressions of their creative niche.

THE CREATIVE NICHE:

 Understanding of modern client mindset allows optimizing

spaces to derive maximum utility value for every interior

solution, be it office or home.

Page
 A Study on Sales
 Application of highly specialized design techniques sets its

design apart from competing companies.

Page
 A Study on Sales

 A combination of proficient project management control,

unyielding quality guarantee and prompt operation and

service support.

 It builds up a technical drawing, which has detailed records for

every project, thus assuring complete transparency in all

business dealings.

 Ferror Dek undertakes and completes every project with the

same precision and approach irrespective of the size of the

project. Raw material is checked and sorted based on the

target approach to stringent quality checks at every level.

MANUFACTURING FACILITIES:

The specialized home solution offers complete units for every

room. The array of products includes:

➢ Modular Kitchens

a) Eco friendly laminated in different colors. Shutters come in

membrane, medium density fiber (MDF) and pre-laminated

particle board.

b) Different kinds of pull out baskets, to name a few D-tray,

Page
 A Study on Sales
Swivel tray, magic corner.

Page
 A Study on Sales
➢ Wardrobes

➢ Wall units

➢ Crockery units

➢ Living room furniture

➢ Designer doors

➢ Shoe racks

➢ Loft coverings

➢ Dressing units

➢ Kids units.

Managing space at work:

The modular solutions of the office strive to create a

comfortable workplace, allow easy maneuverability of work area and

infuse a high degree of visual appeal. The range of solutions

includes:

 Modular Workstations:

Eco friendly laminated modular office systems include desk,

storage cabinet, pedestal, partitions and key board.

➢ The working desk system – is available in variety of

shapes and sizes.

Page
A Study on Sales

Page
 A Study on Sales
➢ Partition system with fully integrated cable

management partitions (two levels of cable raceways).

➢ Partition thickness will be available in 75mm thickness.

➢ Partition is made up of Mild Steel (MS) with required

powder coated color.

➢ Various heights and lengths of partitions are available.

➢ Multiple choice of fabric, laminate, metal perforated

sheets, accessories panel, glass, etc.

 Filling storage units

 Pedestals

 Keyboard and CPU trolleys

 Discussion tables

 Conference tables

 Training tables

 Other office furniture.

Managing Turnkey Projects:

Page
 A Study on Sales
Though home and office furnishing is the niche area, value added

services are provided to give customer solution and thus turnkey

projects are undertaken.

Turnkey projects include:

 Architectural services

 Civil construction

 Project co-ordination

 False-ceiling

 Networking

 Electrical work.

Some of its Clients are:

1. Rockewell Studio, Bangalore

2. Credence Audio Systems, Bangalore

3. Honeywell Ltd., Bangalore

4. Cepha Imagining Pvt. Ltd., Bangalore

5. Black and White Studio, Bangalore

6. Siddharth Engineering Pvt. Ltd., Bangalore

7. Kurl-on-Ltd., Bangalore

8. Manjushree College of Nursing, Bangalore

9. Atlas Copco-Bangalore

10. Rahul Cargo Pvt. Ltd. – Bangalore

11. Daedalus Consulting Pvt. Ltd. – Bangalore.

Page
 A Study on Sales Promotion

ORGANIZATION CHART

MD

Head Accounts Head Head Head Head

And Marketing Designing Marketing
Production Administration (Home
(Office
Furnishings) Furnishings)

2 Executives 8 Marketing 8 Designers 2

Marketing And an Executives
Executives Office boy

Supervisor Supervisor Supervisor

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

Page
 A Study on Sales Promotion
2 Persons 26 Persons 2 Persons 1
Person (Machine operators
And helpers)

Page
 A Study on Sales

Employee Strength –
A total of 61 personnel including executives and shop floor workers

are working for the company.

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

Page
 A Study on Sales
of the product. In a nutshell this department deals with the trouble

shooting of any problem.

Page
 A Study on Sales

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 –

Page
 A Study on Sales
The team of designers also trigger out the brain cells to create

innovative designs.

PRODUCTION DEPARTMENT

Page
 A Study on Sales

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

2 Persons 2 Persons 26 Persons 1 Person

(Machine
Operators
And
helpers)

 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.

Page
A Study on Sales

Page
 A Study on Sales

 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.

Page
A Study on Sales

Page
 A Study on Sales Promotion

I. Operation : Cutting

Machine Used No. of Person Involved

1. BEAMSAW 5 persons :
2 operators
3 helpers

2. PANELSAW

II. Operation : Molding

Machine Used No. of Person Involved

1. SPINDLE MOULDER 4 persons :
1 operator
1 gauge setting
2 for loading and unloading

III. Operation : Edge bending

Machine Used No. of Person Involved

1. THROUGH EDGE 3 persons :
BENDING 1 operator
2 helpers

IV. Operation : Boring

Machine Used No. of Person Involved

1. BORING 3 operators

Page
 A Study on Sales
V. Operation : Molding

Machine Used No. of Person Involved

1. HOT PRESS 3 operators

2. POST FORMED 3 operators

* Important Note :

Within 4 hours after cutting the panel, it needs to be covered.

 Dispatch:

After the product is analyzed, it is ready for dispatch. Usually,

at least once carpenter goes to the customer site for

installation.

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.

Home Furnishings:

This department is headed by Mr. Eugene Joseph. Eight

marketing executives assist him. Let us discuss the 4P’s of

marketing mix with regard to the company.

Page
 A Study on Sales
1. Product:

Page
 A Study on Sales
Modular kitchens, wardrobes, wall units, crockery units, living

room furniture, designer doors, shoe racks, loft coverings,

dressing units, kids units.

What is Modular Kitchens?

The accent today is on ergonomics – a kitchen that’s a

comfort to use and be in. Modular kitchens are planned around

the workflow triangle of refrigerator – cooker-sink: minimizing

distances between these makes cooking a more economical and

energy saving process. For a dream kitchen, one must be able to

pinpoint needs, aspirations, likes and dislikes. Then the

manufacturers step in and do the rest. Color preferences,

textures and materials work at the psychological level to affect

one’s perception of a space. Modular kitchen also have

accessories like napkin holders and storage shelves mounted on

racks that can be run along the length of the kitchen wall.

Why use Modular Kitchen?

I. They look good and optimize space.

II. Are fully re-locatable.

III. Are made of durable material.

IV. Selection of different materials for different uses is a difficult

decision to make which easily solved by modular kitchen.

Page
A Study on Sales

Page
 A Study on Sales
V. A modular kitchen takes care of things like exhaust hoods/

chimneys which are otherwise ignored. Replacement/ repairs

are easy.

VI. Kitchen work/ equipment/ utensils get proper definition, role

and place to function.

VII. Can be expanded or reduced in size at later stages. Have

low maintenance and high durability.

VIII. Require simple ground preparation and services.

IX. Can be constructed in a time period as short as 6 to 8 weeks from

order.

X. Person gets motivated to work in such kitchens.

2. Place:

Located at Bangalore, India’s melting pot of international

cultures, the company is at a strategically advantageous

position to offer its clients furniture that reflects the emerging

global denizens.

The corporate office and showrooms is situated at New BEL

Road, RMV II Stage; Bangalore.

3. Price:

The products are customized so the price also doffers

accordingly. The products offered are basically made either

from prelim, MDF or membrane. Each product has a different

Page
 A Study on Sales
rate. Prelim is priced at Rs. 650 per sq. ft. The pricing policy

adopted is cost plus a percentage of profit. While quoting the

price of a product, height and width is

Page
 A Study on Sales
considered irrespective of depth. If the depth exceeds the

standard norm of 2 ft. then only it is considered.

4. Promotion:

The Company has a showroom of its own. The showroom is

opened for all the seven days of a week from 9 a.m. to 9 p.m.

Paper insertion are placed in leading newspapers such as

Times of India, Business Standard, Deccan Herald and

Prajavani. Telemarketing is also done. Display stalls are put

up near upcoming construction of apartments. The Company

also participates in exhibitions. The recent one is, being the

participant of the Life Style Show on Palace Ground at Mekhri

Circle.

Office Furnishings:

This department is headed by Mr. Rajesh. Two marketing

executives assist him.

The products dealt with are – modular workstations, filing

storage units, pedestals, keyboard and CPU trolleys, conference

tables, training tables and other office furniture. An important facet

dealing with the promotion of a product is corporate presentations.

The target group here is the corporate. Other than that there is no

major change with regard to place, price and promotion.

Page
A Study on Sales

Page
 A Study on Sales

HR ASPECTS

Though the company does not have a separate HR Department

as it is in the embryonic stage but the HR aspects are taken care of

by Mr. Eugene Joseph.

 Leave Facility :

All employees are entitled to 12 days of casual leave and 2

days of sick leave (monthly). In case of a long leave, say a week

or more than that, one needs to inform it before 10- 12 days. In

case of emergency, a prior intimation before 2 days is sufficient.

One can also avail the facility of working on holidays and taking

leave on the week days.

 Recruitment :
The Company spells out its requirements to the

consultancies about the suitable candidates. Usually, Mr. Eugene

or Mr. Rajesh or Mr. Yesudas takes the interview of the

candidates.

 Training :
A selected candidate is put on training for about 15

days. During this period, he is not given individual project.

Page
 A Study on Sales
 Job Rotation :

Page
 A Study on Sales

Job rotation is adopted by the company so that there is

development of multi-faceted skills to fill in vacancies and to

cope with increasing work load. Movement is effected in the

same grade

THE WHOLE PROCESS AT A GLANCE

Clients come to the showroom

↓
Initial Measurement is given

↓
Designers design the product

↓
Quotation is made

↓
Negotiation is made

↓
Color combination is chosen by the customer

↓
50% of the amount is given as advance by the customer

↓
Signing of the estimation form
Both the company and client will keep a copy of it

↓
Production drawing is made

Page
A Study on Sales
Production department

Page
 A Study on Sales Promotion

↓
Delivery and installation

SWOT Analysis

Strength Weakness

 Customized products  A new entrant in the

 Reasonable price market
 Quality
Opportunity Threats

 Growth of furniture  A lot many players are

industry seems positive existing in the market
 Huge potential

Future Plans:

The company has shown excellent growth since inception

and is growing at a rapid pace. All these contribute for the

company’s future expansion plan.

 It is going to open showrooms on Kerala. The 1st one is

coming up in Cochin.

 It is going to open 4 more showrooms in Bangalore.

 Will involve 10 dealers in Bangalore.

Page
 A Study on Sales Promotion

CHAPTER- 4

DATA ANALYSIS AND INTERPRETATION

Table No. 1

Table representing the sex of the marketing

executives

Sex No. of Respondents Percentage

Male 6 20%
Female 24 80%
Total 30 100%

Analysis

➢ 80% of the respondents are male.

➢ 20% of the respondents are female.

Interpretation

➢ Majority of the marketing executive are male.

Page
A Study on Sales Promotion

Page
 A Study on Sales

Graph 1

Sex of the Marketing Executives

Page
 A Study on Sales Promotion

Table No. 2

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.

Page
A Study on Sales

Graph 2

Pricing of

Products

Page
A Study on Sales

Page
 A Study on Sales Promotion

Table No. 3

Table representing the major competitors of

Ferror Dek Pvt. Ltd. with regard to
Home furnishing

Major Competitor No. of Respondents Percentage

No dominant player 24 80
Godrej 4 13
Trident Inter Wood 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

Godrej is the major competitor.

➢ Trident Inter wood is considered as the major competitor

by 7% of the respondents.

Interpretation

➢ Though brand names like Godrej and Trident Inter Wood

came into the picture but the fact reveals that there is no

dominant player in the market. So everyone is competing

Page
 A Study on Sales Promotion
with each other.

Page
A Study on Sales

Graph 3

Major

Competitors

Page
A Study on Sales

Page
 A Study on Sales Promotion

Table No. 4

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.

Page
A Study on Sales

Graph 4

The Competitor’s Strength

Page
 A Study on Sales Promotion

Table No. 5

Table representing the quality of the products of

Ferror dek with respect to other competitors

Rating No. of Respondents Percentage

Good 17 57
Very good 13 43
Fair ─ ─
Poor ─ ─
Total 30 100

Analysis

➢ Majority of the respondents i.e. 57% are of the opinion

that the products are of good quality with respect to other

competitors.

➢ 43% of the respondents opine that the products are of

very good quality with respect to the other competitors.

➢ None of the respondents are of the opinion that the

products are of fair or poor quality with respect to other

competitors.

Interpretation

➢ Majority of the respondents is of the opinion that the

products are of good quality and is at par with other

Page
 A Study on Sales Promotion
competitors having brand names.

Page
 A Study on Sales

Graph 5

Quality of the products of Ferror dek with

respect to other competitors

Page
 A Study on Sales Promotion

Table No. 6

Table representing kind of products sold more

per month

Products No. of Respondents Percentage

Modular kitchen 27 90
Modular kitchen 3 10
and Wardrobe
Total 30 100

Analysis

➢ 90% of the respondents are of the opinion that modular

kitchens are sold more per month.

➢ 10% of the respondents are of the opinion that modular

kitchen and wardrobes are sold more per month.

Interpretation

➢ Majority of the respondents is of the opinion that modular

kitchens are sold more per month.

Page
 A Study on Sales

Graph 6

Kinds of products sold more per month

Page
 A Study on Sales Promotion

Table No. 7

Table representing the merits of the products of

Ferror dek that differentiates it from others

Merits No. of Respondents Percentage

Reasonable price 10 33
Quality 7 24
Customized product 10 33
Finishing 3 10
Total 30 100

Analysis

➢ 33% of the respondents are of the opinion that reasonable

pricing and a customized product differentiates the

products of Ferror dek from that of others.

➢ 24% of the respondents are of the opinion that quality is

the differentiating factor.

➢ 10% of the respondents are of the opinion that finishing is

the differentiating factor.

Interpretation

➢ Reasonable pricing and customized products differentiates

the products of Feror dek from that of others.

Page
 A Study on Sales Promotion
➢ In fact, all the merits such as reasonable pricing,

customized products, quality and finishing contributes in

differentiating the products from others.

Graph 7

Merits that differentiates the products of Ferror

dek Pvt. Ltd.

12

10 10
10

8
7
Reasonable price Quality Customized products
Finishing
6

4 3

0
No. of Respondents

Page
 A Study on Sales Promotion

Table No. 8

Table representing the factors which play a major

role in demand generation

Factors Ratings

5 4 3 2 1
Price of the product 4 3 0 1 1

Awareness about 3 1 0 4 1
the product
Delivery of the 1 0 5 1 2
product ordered
Presentation about 0 2 0 3 4
the product
Design of the product 1 3 4 0 1

5 - Very important, 4 - Important, 3 - Makes little

difference, 2 - Not important, 1 – Does not make any

difference.

Analysis

➢ Price of the product gets the maximum of 5 rating.

➢ Design of the product and the price of the product get the

maximum of 4 rating.

➢ Delivery of the product ordered gets the maximum of 3 ratings.

➢ Awareness about the product gets the maximum of 2 rating.

Page
A Study on Sales Promotion

Page
 A Study on Sales
➢ Presentation about the product gets the maximum of 1 rating.

Interpretation

➢ Price of the product plays a major role in the demand

generation.

➢ Design of the product plays an importantrole in

demand generation.

➢ Delivery time of the product ordered can make a little

difference in demand generation.

Page
A Study on Sales

Page
 A Study on Sales

Graph 8

Factors playing a major role in demand

generation

5
5

4 4 4
4

Priceof the product Awarenes about the product

3 3 3 3 Deliveryof the productordered Presentationabo
3 Designof the product

2 2
2

1 1 1 11
1

00 0 00 0
0
1 2 3 4 5

Page
 A Study on Sales Promotion

Table No. 9

Table representing the promotion of the

products of Ferror dek Pvt. Ltd.

Promotions No. of Respondents Percentage

Paper insertion 7 24
Telemarketing 10 33
Display stalls ─ ─
Participating 10 33
in exhibition
Direct mail ─ ─
Presentations ─ ─
Showrooms 3 10
Total 30 100

Analysis

➢ 24% of the respondents are of the opinion that paper

insertions are used as promotion of the product.

➢ 33% of the respondents opine that telemarketing is the

means of promotion of the products.

➢ 33% of the respondents feel that participating in exhibition

has promoted the product.

➢ 10% of the respondents are of the opinion that showrooms

are used as promotion of the product.

Interpretation

Page
 A Study on Sales

➢ The company adopts a variety of promotional methods

such as paper insertion, telemarketing, display stalls,

participating in exhibition, direct mail, presentations and

showrooms.

Graph 9

Methods of promoting the products

Page
A Study on Sales

Page
 A Study on Sales Promotion

Table No. 10

Table representing the discount if given on

repeat purchase

Discounts Given No. of Respondents Percentage

Yes 27 90
No 3 10
Total 30 100

Analysis

➢ 90% of the respondents are of the opinion that the

discount is given on repeat purchase.

➢ 10% of the respondents are of the opinion that discounts

are not given on repeat purchase.

Interpretation

➢ Majority of the respondents is of the opinion that

discounts are given on repeat purchase.

Page
 A Study on Sales

Graph 10

Discounts given on repeat purchase

Page
 A Study on Sales Promotion

Table No. 11

Table representing the percentage of discounts

given on repeat purchase

Percentage of No. of Respondent Percentage

Discount
2 – 5% 20 66
6 – 10% 5 17
11 – 15% ─ ─
16 – 20% ─ ─
None 5 17
Total 30 100

Analysis

➢ 66% of the respondents are of the opinion that 2-5%

discount is given on repeat purchase.

➢ 17% of the respondents opine that 6-10% of discount is

given on repeat purchase.

➢ 17% of the respondents are of the opinion that no discount

is given on repeat purchase.

Interpretation

➢ Majority of the respondents are of the opinion that 2-5%

discount is given on repeat purchase.

Page
 A Study on Sales
➢ The company does not adhere to any stringent norm while

giving discount on repeat purchase as there is difference of

opinion among the respondents.

Graph 11

Percentage of discount given on repeat purchase

Page
 A Study on Sales Promotion

Table No. 12

Table representing the way of marketing of the

products

Way No. of Respondents Percentage

Direct 30 100
marketing
(Showroom)
Retailers ─ ─
Dealers ─ ─
All of the above ─ ─
Total 30 100

Analysis

➢ 100% of the respondents are of the opinion that the

marketing of products are through direct marketing.

Interpretation

➢ The products are marketed through direct marketing and

dealers and retailers are not involved in the marketing

process.

Page
A Study on Sales Promotion

Page
 A Study on Sales Promotion

Graph 12

The way of marketing of the products

35
30
30

25

20 Direct marketing Retailers Dealers

All of the above
15

10

5
0 0 0
0

No. of Respondents

Page
 A Study on Sales Promotion

Table No. 13

Table representing the target consumers

Target No. of Respondents Percentage

Upper class 27 90
Middle class 3 10
Lower class ─ ─
Total 30 100%

Analysis

➢ 90% the target customers are from upper class.

➢ 10% of the target customers are from middle class.

Interpretation

➢ The target consumers are the upper class and the middle
class.

Page
A Study on Sales Promotion

Page
A Study on Sales

Graph 13

The target consumers

Page
 A Study on Sales Promotion

Table No. 14

Table representing the kind of incentives

received by the employee

Kind of incentives No. of Respondents Percentage

Commission ─ ─
Schemes ─ ─
Free gifts ─ ─
Recognition 17 57
Nothing at present 13 43
Total 30 100

Analysis

➢ 100% of the respondents are of the opinion that no

incentives are given at present.

Interpretation

➢ No incentives are given to the marketing personnel at present.

Page
 A Study on Sales

Graph 14

Kind of incentives received by the marketing

personnel

Page
 A Study on Sales

CHAPTER – 5

SUMMARY OF FINDINGS AND CONCLISION

A Summary of Findings:

The finding can be grouped together into two broad categories such
as;

Specific Findings:

➢ This is pertaining to the objectives of the study.

General Findings:

➢ This is with regard to the market dynamics and visits

made by the researcher to companies having almost

similar products profile.

Specific Findings:

1. The company adopts a variety of promotional methods such

as paper insertion, telemarketing, display stalls, participating

in exhibitions, direct mail, presentations and showrooms.

Page
A Study on Sales

Page
 A Study on Sales
2. Though brand names like Godrej and Trident Inter Wood

came into the picture but the fact reveals that there is no

dominant player in the market. So every player is vying with

each other to capture a larger pie in the markets.

3. Transparency is maintained at the levels of the organization.

4. The products are marketed through direct marketing

(showroom) and dealers are not involved in the marketing

process so far.

5. The activities carried out by each and every department of

the organization is systematic.

General Findings:

1. Foreign companies can invest up to 100% in most of the

manufacturing industries in India, including furniture.

2. With the vast array of modular option available in market, the

consumer isn’t really strapped for choice.

3. Italian manufacturers have now entered the Indian markets.

Moreover, furniture made from Asian Teak Wood which is

available in the rich rain forests of Malaysia is flooded in the

Page
 A Study on Sales
Indian market. In a nutshell, this means to say that the

competition is very intense.

Page
 A Study on Sales

4. Many branded companies outsource the products because of

which the delivery time of the product ordered is stretched. In

this respect, Ferror Dek has an added advantage.

5. With respect to the foil, Ferror Dek offers a wide range of colors.

This gives it an edge over the others.

6. “Quality never comes cheap”. This is true but at the same time,

it is also true that quality can come at a reasonable price. With

regard to the quality, products of Ferror Dek are at par with

the other players having brand names and at the same time

the products are reasonable priced.

7. With regard to home furnishings, most of the companies have

standardized products but the products of Ferror Dek are

customized. This can be rightly marked as the strength of the

company.

8. Majority of the marketing executives are male.

9. The prices of the products are reasonable though they are

competitive.

10. The products are of good quality and are at par with other

competitors having brand names.

Page
A Study on Sales

Page
 A Study on Sales
11. Modular kitchens are sold more per month. So, this area

needs greater focus.

12. Reasonable pricing, customized products, quality and

finishing contributes in differentiating the products of the

organization from that of the others.

13. Apart from price of the product, design and delivery time of

the product ordered play a crucial role in triggering out

demand generation of the product.

14. Discount is given on repeat purchase.

15. The company does not adhere to stringent norm while giving

discount on repeat purchase.

16. The target consumers are the elite and upper middle class.

17. No incentives are given by the company to its marketing

personnel at present.

Page
A Study on Sales

Page
 A Study on Sales

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, Ferror Dek Pvt. 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
Page
 A Study on Sales
people to employ efficient storage spaces that are affordable to

purchase. The modular kitchen of today is the epitome of

Page
 A Study on Sales
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. Ferror Dek with its unique

strength provides customer solution that offers the perfect balance

of quality and economy.

In today’s crowded market place, where products and services

are touting themselves to be the best, it is vital to stand out in the

crowd. From the various channels of advertising, point of sale

displays and how the employees are relating to the customers. It is

important for Ferror Dek Pvt. Ltd. to establish and reinforce an

unmistakable brand and corporate identity in all channels of fickle

minded consumers. Herein, lays the importance of the Japanese

proverb which says – “Thinking without action is a daydream and action

without thinking is a nightmare”.

Page
A Study on Sales

Page
 A Study on Sales

CHAPTER – 6

RECOMMENDATIONS AND SUGGESTIONS

This chapter lists the various recommendations and

suggestions with respect to the findings and in congruence with the

objectives of the study.

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

Page
 A Study on Sales
consumers should be stretched so that middle class

consumers also fit into it.

Page
 A Study on Sales
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.

Page
 A Study on Sales

Suggestions:

Page
 A Study on Sales

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

Page
 A Study on Sales
the pie, the Company can adopt innovative promotional

strategies. One of them

Page
 A Study on Sales
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.

Page
A Study on Sales

Page
 A Study on Sales

APPENDICES AND ANNEXURES

A copy of the questionnaire, some eye sizzlers showcasing the

products of the company and paper insertion are enclosed herewith.

QUESTIONNAIRE

1) Name:

2) Address:

3) Designation:

4) Sex:

a) Male

b) Female

5) Type of products dealing with

a) Home furnishing

b) Office furnishing

Page
 A Study on Sales
6) How are you priced?

a) High

b) Reasonable

c) Competitive

d) Low

7) Who is your major competitor?

8) What is your competitor’s strength? / What makes you

ahead of him?

a) Quality

b) Brand image

c) Pricing

d) Promotional activities

9) With respect to other competitors how do you rate yourself

in terms of quality?

a) Good

b) Very good

c) Fair

d) Poor

Page
 A Study on Sales
10)Which products are sold more per week/per month?

11) What specific merits do you think will differentiate your

products from others?

a) Reasonable price

b) Quality

c) Customized products

d) Finishing

12)How important do you feel that the following factors

play a major role in demand generation on a scale of 1-5?

a) Price of the product

b) Awareness about the product

c) Delivery time of the product ordered

d) Presentation of the product

e) Design of the product

5- Very important

4- Important

3- Makes little

differences 2- Not

important

1- Does not make any difference

Page
A Study on Sales

Page
 A Study on Sales
13)How do you promote your products?

a) Paper insertion

b) Telemarketing

c) Display stalls

d) Participating in Exhibition

e) Direct mail

f) Presentations

g) Showrooms

h) All of the above

14) A) Do you give any discount on repeat purchase?

a) Yes

b) No

B) If yes how much discount do you

give? a) 2-5%

b) 6-10%

c) 11-15%

d) 16-20%

e) None

15)How are you marketing your products?

a) Direct marketing

b) Retailers

c) Dealers

d) All the above

Page
A Study on Sales

Page
 A Study on Sales
16)Who are your target consumers?

a) Elite class and upper middle class

b) Middle class

c) Lower middle class

d) Corporate

17)What kind of incentives are you getting?

a) Commission

b) Schemes

c) Free gifts

d) Recognition

e) Nothing at present

THANK YOU!

Page