A Summer Training Report On Marketing Mix Strategy of Oriental Carpet Manufacturer India Ltd.

Submitted to PUNJAB TECHNICAL UNIVERSITY, JALLANDHAR In partial fulfillment of requirement for the award of degree Of

Master of Business Administration

Supervised by :

Submitted by:

Sunanda sharma

Raghav Tangri
MBA 3rd sem. 2111158

Global Institute of Management Amritsar (2011- 2013)

CERTIFICATE

This is to certify that the project on MARKETING MIX STRATEGY of Oriental Carpet Manufacturer India Ltd. Carried out by RAGHAV TANGRI under my guidance is an original research work and has not been published and conducted before. It is based on primary data and due care has been taken to ensure that all the sources of secondary data and references, either from published or unpublished literature or from internet have been duly acknowledged.

( Manohar singh )

DECLARATION

I here by declare that the work been presented by me in the project entitled Marketing Mix Strategy of OCM, for the partial fulfillment of the workshop on Six Weeks Summer Training recommended by P.T.U at Global Institutes Of Management, Amritsar, is an authentic record of the work carried out by me in the 3rd semester of MBA (Marketing) in the year 2012. No part of it has been submitted to any other institution for any other purpose.

Above statement by the candidates are true best of my knowledge.

Supervisor:(Manohar singh) Oriental Carpet Manufacturer India Ltd.

Signature:-

PREFACE

I am the student of M.B.A. It means, I am a management student you know manufacturing is more over art; art involves practical so there is no meaning of theoretical study only, so there is also a part of practical study. How much I have benefited in my life through this effort that is the main object or aim. So I have got maximum knowledge about the management through this effort, so I am heartily thankful to Punjab Technical University for including this subject. The object of industrial training at M.B.A. level is to give a perspective about the organization and functioning of the marketing department in industrial units, M.B.A. faculty designed in such a way that it depicted all the major functioning of report to clarify various business and construction. I visited Oriental Carpet Manufacturer India Ltd." Amritsar for my practical training, I have prepared this report of on management of the company, on visit and its work at managerial level as become very clear. I have managerial concept with the help of collective information sustaining the theoretical principles. I have got through all the major practical aspect of the organization and the same has been depicted in this report. In this report I have tried my best to cover all the information available from concern unit. This training enhanced my particularity on management of industry of the firm in area of marketing.

ACKNOWLEDGEMENT
The successful completion of any project depends upon the co-operation of many individuals. Through this brief note I would like to acknowledge the help of individuals who have directly or indirectly contributed towards the completion of our project. First of all I would like to express my deepest sense of gratitude to the leading team of OCM India Ltd., Amritsar for providing me an opportunity to carry on my project report in prestigious organization. Hence, I take this opportunity to put on record my sincere appreciation and gratitude to Mr. .. Sir, OCM, Amritsar, for granting me permission to carry on my project. I also heartily wish my deepest sense of reverence to all the people in the organization for their kind co-operation in each and every way. Also my sincere thanks to Miss Sunanda my guide and other teachers of MBA, Global Institutes of Management, Amritsar for providing their precious time and constant support as and when needed. Last but not the least I would like to thanks my affectionate parents without whose blessing and above all by the invisible divine force that has stood beside me all the time.

Raghav Tangri
RAGHAV TANGRI

Objectives of Study
PRIMARY:-

1. To study the customers psychology regarding the company. 2. To gain knowledge about the market of OCM fabric, with respect of brand usage, market size and industrial scenario.

3. To know about the marketing mix strategy of the organization. 4. To study about the implementation of the 4ps i.e. product, price, place, promotion in the organization.

SECONDARY:-

1. To identify the market forces that influences the customer decision in buying the product. 2. To get an insight about what the customer feels about the company policy. 3. To know the problems of customer. 4. To get an overview of the customer about the quality and sales promotion activities of the company. 5. To know the market share of the company.

EXECUTIVE SUMMARY
The importance of the study of marketing mix in regards to 4ps and interprets the ever changing consumer behavior so that company can monitor such study for the purpose of marketing sound decisions. In respects to four points of marketing mixture. The study also reveals the internal policy improvements that are required in order edge part the biggest competitors and act by formulating and designing the strategies so as to earn profits and stand boldly against rising competitions in the market.

TABLE OF CONTENTS
Chapter 1- Introduction: 1.1 History and Growth 1.2 Takeover 1.3 Burlington worldwide and OCM India 1.4 Major Players 1.5 Achievements 1.6 Tagline 1.7 Landmarks in Domestic Country 1.8 Outside India 1.9 Products of OCM 1.10 Various Departments of OCM Chapter 2- Marketing and Marketing Mix Strategies: 2.1 Marketing Strategies 2.2 Introduction to Marketing 2.3 Features of Marketing 2.4 Importance of Marketing 2.5 Introduction to Marketing Mix 2.6 Customer Oriented Marketing Mix 2.7 Features of Marketing Mix 4 5 5 5 6 7 8-9 10-15

1-15
2 3

16-29
16 17 18 19-20 21 22 23

2.8 Elements/ingredients of Marketing Mix

24-29

Chapter 3- Marketing Mix Strategies of OCM:

3.1 Product 3.2 Price 3.3 Place/physical Distribution 3.4 Promotion

30-55
32-45 46-47 48-51 52-55

Chapter 4- SWOT Analysis: Chapter 5- Research Methodology Chapter 6- Conclusions BIBLIOGRAPHY

56-58 59-62 63-64 65