Proposal for CCS Project

Title of the CCS: Study of advertising and sales promotion techniques used
by retail companies (Indian context) to determine the factors of a successful
sales promotion technique based on impact on sales.
Name of the Guide: Ashis Mishra
Name(s) and Roll number(s) of the Student(s):
1. Name: Abhijit Kumar Bhowmick
Roll no: 1311347
2. Name : Aditi Gupta
Roll no: 1311281
Need for the proposed work: Innovative sales and promotion techniques is one
of the emerging trends in the retail industry. There is cut throat competition
among the retail companies to increase their market share and to do so they
adopt various techniques of sales and promotion. So there is need to find out to
what extend are these techniques effective in increasing sales and what are the
factors/contexts responsible for a successful sales and promotion technique.
Objectives:
1. Study of advertising and sales promotion techniques used by retail
companies.
2. To determine to what extend sales and promotion techniques effect
sales of a retail company. (Indian context).
3. To determine the factors/contexts responsible for a successful sales and
promotion technique used by a retail company (Indian context).
Brief description of the CCS:
The project aims to explore the various advertising and sales promotion
techniques used by retail companies (Big bazaar, Reliance Fresh etc) and
determine to what extend these techniques effect their sales. The project also
aims to determine the factors/contexts responsible for a successful sales and
promotion technique used by a retail company.

Methodology:
We will start with a contextual study of the retail industry and do a secondary
research of the various sales and promotion techniques used in the past. We will
also float survey, drive focus groups, interview the managers and also the
customers at the retail companies (BIG Bazaar, Reliance fresh etc) to get their
perspectives (both retailers and customers) to determine the effectiveness of
sales and promotions techniques and also find what constitutes a successful
promotional event. We will also collect information about the existing/on going
promotions and their impact on sales. We will then form hypothesis and try to
statically validate them using the primary data. Finally we will come up with
insights and recommendations based on our research.
Detailed work plan along with time schedule
Work Flow (Activities)
1. Contextual study/analysis of
secondary data
2. Interviews/survey/focus group
3. Formulation of hypothesis
/Statistical Validation
4. Documentation of final report
(recommendations, insights)

Date
08/09/2014 18/09/2014
19/09/2014- 20/10/2014
15/10/2014- 30/10/2014
01/11/2014 07/11/2014

Expected outcome:
Determine to what extend sales and promotional techniques effect sales
of retail companies considering various factors. (Indian Context).
Insights on what constitutes a successful sales and promotional technique
in retail companies (Indian Context).
References (list the books, articles, etc. in detail):
1.
2.
3.
4.
5.

International Journal of Management & Marketing Research (IJMMR)

International Journal of Market Research

Journal of consumer Marketing
Journal of Consumer Research

Journal of Marketing Research