A SYNOPSIS ON

A STUDY ON PROMOTIONAL STRATEGIES AND ITS IMPACT ON THE

COURSES OFFERED AT APTECH PVT LMT.,

Submitted in partial fulfillment of the requirements for the award of the

degree of
MASTER OF BUSINESS ADMISTRATION
Of
VISVESVARAYA TECHNOLOGICAL UNIVERSITY, BELGAUM

Submitted by
Name

: VISHAL S
: 2ND Year MBA

Class
Specialization

: MARKETING & HUMAN RESOURCE

Phone No

: 8553941065

Email Id

: vishal1539@gmail.com

DON BOSCO INSTITUTE OF TECHNOLOGY

Kumbalagodu, Mysore Road, Bangalore-560074
Under the guidance of

Internal Guide
External guide
Assistant Prof. Bhagya lakshmi
Shashikala N
Department of MBA,
sales and marketing head

DBIT, Bangalore.
Aptech limited,
Bangalore.

INTRODUCTION
Promotion constitutes the key tool that's used to deliver information about a
product or service to consumers and the public at large.
Deciding on a marketing communicable strategy constitutes as the first level
in developing a promotional strategy. The process should include how to
contact a business, who the consumer is, and what message needs to be
delivered.
Here in my study at Aptech I am trying to find out the various promotional
strategies like advertising, sales promotion, personal selling, direct
marketing, etc. and its impact on the various courses offered at Aptech.
By this study one can also know the best promotional strategy to be
implemented into their services for getting the most desirable sales and also
to sustain in long run.

OBJECTIVE OF THIS STUDY

 To analyze the various promotional strategies followed at Aptech

To know the level of impact of these promotional strategies to the
potential customers
To analyze the best possible way to keep a good customer traffic
To give insight on the poor or uneconomic strategies which has been
followed.

LITERATURE REVIEW:

The consumers consumption decision has long been ignored, and it remains

unclear how promotion affects consumption (Blattberg et al. 1995)

A large body of literature has examined consumer response to sales
promotions, most notably coupons (e.g.. Sawyer and Dickson, 1984; Bawa
and Shoemaker.

The key therefore is to balance financial and non financial goals and many
authors do agree that top management must support this and regular review
of both financial and non-financial goals is necessary to drive a market

orientated business. Dunn and Davies (2004)

Blattberg, Peacock, and Sen (1976, 1978) describe 16 purchasing strategy
segments based on three purchase dimensions: brand loyalty (single brand,
single brand shifting, many brands), type of brand preferred (national, both
national and private label), and price sensitivity (purchase at regular price,
purchase at deal price). There are other variables that may be used to
describe purchase strategies, examples are whether the household purchases
a major or minor (share) national brand, store brand, or generic, or whether it
is store-loyal or not.

EXECUTIVE SUMMARY
The study is conducted to know the promotional strategies and its impact on
the courses offered at aptech.
The first part of this study contains introduction to topic, research
methodology adopted and design which forms the basic premises for the
study and it is followed by the study on industrial background and company
profile and financial statement.

The core of the project will discuss a study on the various promotional
strategies like the advertising, sales promotion, direct marketing, etc. and its
impact. Here the best and most effective strategy will be recommended for
the company to stress upon to get the most out of it.

TIME ACTIVITY CHART

Activity

Time line

Identifying the

first week

organization
Problem

2nd week

identification
Discuss the topic
Study the company
profile

Remark