Table of Content

Chapter 1:- Conceptual Overview

Chapter 2:- Research Methodology
Objective of Study
Scope and Rationale of Study
Methodology
Limitation of Study
Chapter 3:- Theoretical Background
Chapter 4:- Case Study
Introduction of Company profile and Product
About the work in company done by students
Chapter 5:- Data Analysis
Chapter 6:- Findings
Bibliography
Annexure

CHAPTER - 1

Chapter 1:- Conceptual Overview

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,
implementing and controlling marketing effort.
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 4Ps of
the marketing mix. They are:

Product

Price

Place

Promotion

Product:

Product stands for the firms 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 the
customers point of view, it helps in satisfying the customers needs and wants.

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:
4

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 companys 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.

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:
5

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 companys 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.

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.

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 competitors
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.

CHAPTER - 2

Chapter 2:- Research Methodology

Objective of Study

1. To study the various promotional strategy adopted by Nikon.

2. To find out the footage of Nikon With respect to other players in the market.

3. To observe and understand the practice followed by Nikon.

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 and Rationale of Study

This project was undertaken for a specific period in Nikon, 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.

Methodology
Statement of the Problem

The project is mainly undertaken to study the sales promotional strategies at Nikon 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 todays
9

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.
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..

10

CHAPTER - 3

11

Chapter 3:- Theoretical Background

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

CHAPTER - 4

12

Chapter 4:- Case Study

Introduction of Company profile and Product
NIKON

Overview
By capitalizing on theyounger generations technological knowledge and
creative potential, Nikon hopes toincrease its market share in the DSLR
photography sector in India.The DSLR market is known to attract a slightly more
matured and affluent crowd and thecamera are usually perceived as complicated
and difficult to use. To engage the younger audience and debunk the
misconceptions, Nikon has produced a guide menuto teachconsumers to take great
pictures quickly. The advantages marketing the DSLR photography interest to the
youth in India:
o Debunk the misconception of DLSR photography is only for the older
generation.
o Increase market share in the DSLR photography sector.
o Promote creative photography among students.
Business Mission
Become a recognized branding for DSLR photography among the youth by
promoting affordable, user friendly and creative DSLR photography.
Achievements
Nikon has led in technical innovationsfor more than 85 years, and
theperformance delivered by Nikon products has earned the company and its
customersprestige and recognition in a variety of fields. The majority of recent
Pulitzer Prizewinning photographers used Nikon equipment to capture the
13

winning image. Nikon Coolpix cameras have received more awards and top
rankings than any other consumer digital camera line. Plus, Nikon SLR cameras
have been on every manned space flight since the Apollo 15 mission in 1971. As
The Eyes of Science, Nikon microscopes enable researchers to make critical
breakthroughs, and Nikon instruments have beenat the forefront of discoveries in
such areas as AIDS, Alzheimers, cancer, in-vitro fertilization, and genetic
research. The Nikon Diaphot microscope was used for the countrys first in-vitro
birth, and is still the predominant microscope for assisted reproduction.
Additionally, a Nikon microscope was used in the cloning process for Dolly the
Sheep, the first successful fully grown mammal clone. The tradition of Nikon
quality pervades the company, extending beyond the excellence of its products.
For the third consecutive year, Nikon has earned the distinct honor of receiving
the National Association of Photo Equipment Technicians Manufacturer Service
Support Award the highest honor for consistent quality service within the
industry.

Promotion
Pictures are an integral part of our lives, and Nikonhas always known that
ultimately it is the photographthat matters most.Perhaps the picture mattersfor
creativeexpression and personalfulfillment. Perhaps it matters forincome derived
from images, or simply for pleasureand shared memories. The unsurpassed
qualityand reliability that result from Nikonsdedication to excellence assure that
Nikon equipmentis exactly what you need when the picturematters, which is
always. For this reason, the companyhas adopted the platform If the Picture
Matters the Camera Matters. This philosophy,or key selling idea, has been
crafted to addressNikons various photographic target markets, andused for all
branding and promotional pieces.Similarly, Nikons industrial, bioscience,
andother products employ direct benefit messages totheir target audiences in their
promotions. Forinstance, Nikon Microscopes positioning as theEyes of
Science highlights Nikons dedicationto providing the scientific community
with thetechnology that enables vision and discovery.Based on a longstanding
philosophy that educationis as much a part of the Nikon tradition asthe
14

development and quality of products, Nikonhas developed a comprehensive

program of educationaltools and online programs that extend theNikon brand and
broaden thecompanys reach in the marketplace.Nikons Web sites,
publications,videos, Nikon Schoolclasses, and the Nikon SpiritInitiative are all
dedicatedto providing information,inspiration, and support.Nikons educational
programsand development initiatives help differentiateNikon from its
competitors and underscorethe companys commitment to quality.
BRAND VALUES

15

Chapter 5:- Data Analysis

Table No. 1
Table representing the sex of the marketing executives

Sex

No. of Respondents

Percentage

Male

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.

Graph 1
16

17

Table No. 2

18

19