Beruflich Dokumente
Kultur Dokumente
ON
MARKETING PROMOTION STRATEGIES OF UAS
INTERNATIONAL
Submitted to
AMITY UNIVERSITY NOIDA, UTTAR PRADESH
In partial fulfillment of the requirements
For the award of the degree of
BACHELOR OF BUSINESS ADMINISTRATION
(IV SEMESTER)
Submitted By:
Name:Manas Jhawar
Roll No: A3906412209
CERTIFICATE
This is to certify that Manas Jhawar a student of the Amity University, Noida has
prepared
her
training
report
entitled
MARKETING
PROMOTION
STUDENTS DECLARATION
Students Signature
Place:
Date:
COMPANY CERTIFICATE
This is certify that Mr. Manas Jhawar who is pursuing BBA course of Amity
University, Noida, has undergone management training at our organization from 15th
May 2014 to 30th June, 2014.
His performance during the training period was found to be good.
We wish him success for his future endeavor.
Authorized Signatory
Name :
ACKNOWLEDGEMENT
I really feel great pleasure to express my deep sense of gratitude to my esteemed
training supervisor Mr IshanTaneja for their learned gracious and scholarly guidance
coupled with genuine and constructive criticisms during the course of research proved
instrumental and enabled me to complete the reposts. In fact, their interest untiring
and ever-willing help, sympathy and meticulous and talented guidance have been
much greater than what I deserve.
I also want to thank
ethics and despite her preoccupations and heavy engagements, she always shared time
for my work and constantly stimulated my will power.
I take this opportunity to thank all the persons, for patiently answering the
questionnaire.
MANAS JHAWAR
TABLE OF CONTENTS
CHAPTER 1:INTRODUCTION
1-7
8-23
24-25
3.1 Student's work profile (Role and responsibilities), tools and techniques used.
3.2 Key learning
CHAPTER 4:STUDY OF SELECTED RESEARCH PROBLEM
26-29
30-40
41-43
CHAPTER 1
INTRODUCTION
INTRODUCTION
1.1
With the world-wide expansion of companies and changing technologies, Indian Organizations
have realized the importance of corporate training. Training is considered as more of retention
tool than a cost.
Today, human resource is now a source of competitive advantage for all organizations.
Therefore, the training system in Indian Industry has been changed to create a smarter
workforce and yield the best results. With increase in competition, every company wants to
optimize the utilization of its resources to yield the maximum possible results. Training is
required in every field be it Sales, Marketing, Human Resource, Relationship building, Logistics,
Production, Engineering, etc. It is now a business effective tool and is linked with the business
outcome.
With increase in awareness of corporate training in Indian Industry, a gradual shift from general
to specific approach has been realized.
According to NASSCOM (National Association of Software and Services Companies), the IT
corporate training market is expected to reach Rs 600 crore in 2010 from Rs 210 Crore in
2006.
In Indian market, 50% of the training companys revenue comes from the retail training and rest
from other segments.
On the other hand, in many organizations training is regarded as non-essential or a need based
activity. Some organizations start a training department in order to look modern. In fact, some
organizations are headed by unwanted employees rather than employees of outstanding merit.
While some organizations do not have a separate budget to hire highly qualified trainers for
training and development.
1.2
Industry Profile.
Corporate training, which had always been a constant focus area for all insightful
companies, has now become a powerful tool to improve business performance. The role of
Corporate Training in companies today is integral in ensuring that your workforce is tuned into
your organization's goals. On one hand the knowledge economy, is booming training budgets are
estimated to be low and restricted to certain learning companies. Traditionally, Indian
companies spend anywhere between 0.5 and 2 per cent of their turnover on training their
employees. The software and BPO segment, which are essentially people-oriented businesses,
spend about 3-5 per cent of their revenues on upgrading employee skills. The other sectors that
are keen on spending for training programs for their employees are retail, automobile, sales,
service, financial services and banking, telecom and manufacturing. In todays India, the market
with an increase in recruitment makes a big base of the training companies to offer their services
for shaping these new recruits into business individuals. The training industry is still in its
nascent stage with immense business and recruitment possibilities for the market to tap.
Several organizations within the training industry estimate the size of the market by
comparing internal research to economic data. TrainingIndustry.com uses data from the U.S.
Bureau of Economic Analysis along with data collected from annual Top Training Company
studies. Training Industry.com's estimates of the global spend compared to North American
spend is below. Note that data related to spend includes all dollars spent by companies for
training activities, including in sourced and outsourced spend.
The report also covers how companies are spending their training dollars, which skills are in
most demand, and the rise in outsourcing. Readers will find information and statistics on the use
of new approaches to learning, how programs are being delivered, and how delivery varies
depending on company size, industry and type of training.
CHAPTER 2
COMPANY PROFILE
2.1
Keeping in mind the most critical needs in today context, we have emerged as a service partner
providing our clients a one stop solution offering a gamut of services - Training &development,
International & National Internship, International & National Placement & Student exchange
program abroad. More over we are India's 1st Organization to launch a customer care for the
students for the mentioned services Training &development, International & National Internship,
International & National Placement & Student exchange program abroad. Thus, our mission is to
establish high standards of professional etiquette and to effectively facilitate a comprehensive
and accomplished system of continuing professional development for every possible profession
through our exceptional training solutions.
An ability to build, develop and nurture brands and enable them to achieve leadership position in
the key markets. Deft in coordinating sales territories, quotas and goals and establishing training
programs. Adept in analyzing sales statistics gathered by staff for determining sales potential and
inventory requirement and monitoring the preference of the customers.
High energy, results-oriented leader recognized for proactive initiative and enthusiastically
meeting deadlines. Experience in all aspects of sales cycle and management: lead generation,
customer needs assessment, presentations, negotiations, staff management & training. Keen
ability to inspire and motivate employees via fruitful relationship building skills. Diligent and
fair leadership that secures profitability.
We understand the multiple needs of business world and recognize that there is a gap in what
enterprises expect and what people perform. We can meet the needs from a single source, with
the facilities, resources and learning expertise to fully achieve the desired goals. For the purpose,
UAS International has come up with a unique International Internship Program, International
Live Projects, Various Training Programs on Personality Development/Career Management/How
to get a desirable Job etc & 3 days Workshops on how to choose career options to train and
develop the knowledge and resource based skills in the candidates to fill the void of the business
environment. This is not all, we also look forward to the successful placements of our Interns
with the top companies of national and international repute.
2.2
UAS International (A Unit of United Accrual Services Pvt. Ltd.) is a people training and
development company. Established in 2013, on the principles of developing and delivering high
quality training, the company is able to facilitate various training and development
programs/internships in India and abroad with top B-schools and has trained almost 40000 and
above interns till date. The Services of the company are spread beyond the national boundaries of
India (UK,USA,Dubai,Singapore, Malaysia) etc. Keeping in mind the most critical needs in
today's context, we have emerged as a service partner providing our clients a one stop solution
offering a gamut of services we have emerged as a service partner providing our clients a one
stop solution offering a gamut of services.
UAS International (A Unit of United Accrual Services Pvt. Ltd.) is a people training and
development company. Established in 2013, on the principles of developing and delivering high
quality training, the company is able to facilitate various training and development programs/
internships in India and abroad with top B-schools and has trained almost 40000 and above
interns till date. Liaison with 26 universities in India with the base size of 900 & above campus.
International Liaison with 80 universities in abroad with the base size of 500 & above. Having a
Team of 42 exclusive corporate trainers. The operations of the company are spread beyond the
national boundaries of India.
Keeping in mind the most critical needs in today context, we have emerged as a service partner
providing our clients a one stop solution offering a gamut of services Training
&development, International & National Internship, International & National Placement &
Student exchange program abroad. More over we are India's 1st Organization to launch a
customer care for the students for the mentioned services Training &development, International
& National Internship, International & National Placement & Student exchange program abroad.
Thus, our mission is to establish high standards of professional etiquette and to effectively
facilitate a comprehensive and accomplished system of continuing professional development for
every possible profession through our exceptional training solutions.
We understand the multiple needs of business world and recognize that there is a gap in what
enterprises expect and what people perform. We can meet the needs from a single source, with
the facilities, resources and learning expertise to fully achieve the desired goals. For the purpose,
UAS International has come up with a unique International Internship Program, International
Live Projects, Various Training Programs on Personality Development/Career Management/How
to get a desirable Job etc & 3 days Workshops on how to choose career options to train and
develop the knowledge and resource based skills in the candidates to fill the void of the business
environment. This is not all, we also look forward to the successful placements of our Interns
with the top companies of national and international repute.
2.3
UAS International (A Unit of United Accrual Services Pvt. Ltd.) is a people training and
development company. Established in 2013, on the principles of developing and delivering high
quality training, the company is able to facilitate various training and development programs/
internships in India and abroad with top B-schools and has trained almost 40000 and above
interns till date. Liaison with 26 universities in India with the base size of 900 & above campus.
International Liaison with 80 universities in abroad with the base size of 500 & above. Having a
Team of 42 exclusive corporate trainers. The operations of the company are spread beyond the
national boundaries of India.
Their Associates
Attention: it should catch your eye or ear and stand out of aimed the clutter of
competing advertisement.
Interest: it should arouse interest and deliver sufficient impact in the message or
offering.
Action: it should spur an action which leads to achievement of the ads original
objective ie: potential customers to purchase or use your product or services.
2. SELLING
Selling id basically exchange of goods and services for an agreed sum of money.
Depending on the circumstances, a sales transaction can include one, some or all of
the following stages.
Prospecting and qualifying identifying qualified prospects ie: those that are likely
to want or need your product or services and can afford to pay for it.
Pre-approach: undertaking research about prospects to assist in the actual selling
process.
Approach- making actual contact with the prospect in person, by phone or in
writing.
Presenting and demonstrating- Presenting and demonstrating features and the
benefits of your product or services in order to convince the prospect that their want
or need can be satisfied.
SALES PROMTION
What is sales promotion?
It relates to short term incentives or activities that encourage the purchase or sale of
a product or service. Sales promotion initiatives are often referred to as below the
lines activities.
What are the major promotion activities?
Sales promotion activities can be targeted towards the final buyer. Here are some
typical sales-promotion activities.
Consumer promotion
Point of purchase display material
In-store demonstrations, sampling and celebrity appearances
Competitions, coupons, sweepstakes and games
Loyalty rewards programs
Business promotions
Seminars and workshops
Conference presentation
Trade show display
Telemarketing and direct mail campaigns
Newsletters
Event sponsorships
\
Trade promotions
Competitions
Corporate entertainment
Bonus stock
A dynamic oriented professional with more than 5 years of experience with the ability to engage
with clients keenly gauge and targeting their needs. Exposure in handling client queries,
providing them feasible solutions & building healthy relationships, thereby achieving high
customer satisfaction. Expertise in setting up international and national level marketing networks
and driving them to attain key objectives.
An ability to build, develop and nurture brands and enable them to achieve leadership positions
in key markets. Deft in coordinating sales distribution by establishing sales territories, quotas and
goals and establishing training programs. Adept in analyzing sales statistics gathered by staff for
determining sales potential and inventory requirements and monitoring the preferences of
customers.
High energy, results-oriented leader recognized for proactive initiative and enthusiastically
meeting deadlines. Experience in all aspects of sales cycle and management; lead generation,
customer needs assessment, presentations, negotiations, staff management ad training. Keen
ability to inspire and motivate employees via fruitful relationship building skills. Diligent and
fair leadership that secures profitability.
Trainings & Workshops
Trained near by 11800 Management Interns from various Top B schools.
Conducted 100 & Above workshops on career management in top b schools in India & Abroad.
Conducted 200 & Above Workshops on Placement talks in top b schools in India & Abroad.
Covering near by 350 above B Schools in India & Abroad for International Internships,
International Live Projects & for Various Training Program on career management.
Dr. Anamica Chopra, is an Academician & Researcher catering her services to the education
world. A management graduate, she obtained her MBA degree from IP University (Delhi).
M.Phil and Graduate Diploma in International Business adds up to her qualification. To excel in
her field she attained her PhD in Business Management from Guru Jambheshwar University of
Science & Technology (Hisar).
In her academic experience she has taught the Management and Marketing related papers to the
students of BBA programme of IP University, PGDBM (AICTE), and MBA of different
universities. She has guided research projects of many management students. Being a prolific
writer, she has authored a book titled Marketing Management published with Galgotia
Publishers and two more are in pipeline. She has to her credit a number of research papers in
reputed and refereed National and International journals. She has also attended and presented
research papers in National and International Seminars/Conferences. Having good academic
achievements to her credit, she plans to devote full time to her passion for research and
consultancy.
Arpandeep Narula
Anirudh Sharma
Bayer :- Conducted outbound training program with over 150 participants from the
organisation at Jaipur for two days.
GODREJ :- Conducted various Training modules for Godrej Industries Ltd., one of
Indias largest business houses with interests in FMCG and other consumer products. For
the organisation, developed a three day module on team building and effective
communication which was imparted to about 120 of their middle level managers for
improving team synergy and bringing in effective communication.
GAIL :- The assignment with this public sector enterprise was for developing the
communication skills of fifty of its middle level managers. The exercise was an in-house
programme where two days on class room sessions were taken to impart basics of
communications for these managers.
Reliance Infocomm :- This was an extensive programme carried out by a team of five
consultants for educating about two thousand dealers of the organization over a period of
three months. In addition for giving product training the dealers were also imparted
training on customer handling, CRM and basic modules of complaints handling.
Hindustan Lever Networks :- Conducted training programmes on sales and soft skills
for Hindustan Lever Networks across five cities in India. This assignment included
conducting sessions on communications, leadership and motivation. Each programme
was a three day unit which was repeated for the employees across five cities of India.
British Gas :- Conducted a training session spreading over two days for their senior and
middle management in India on communication and team building. There were over
eighty participants who were taken through the whole module.
Airtel :- The workshop spreaded over two days on effective communications and team
building for middle and junior management.
Conducted a workshop with Prof. Micheal Goodman of the New York University on
Trade Marketing across cities such as Delhi, Bangalore, Chennai, Hyderabad and Pune.
Conducted two other such workshop series with international faculties across major cities
in India.
Neeti Saxena
2.6
Exanimating Programs
Their Training Programs
1.
2.
3.
4.
5.
6.
7.
Develop team building and group cohesiveness Helps to vigor their strengths and
principles
Up skilled to do new and different tasks (multi-task/ multi-talent) and keeps them
motivated and fresh
9.
Modules Include:
Importance and Implications of Career Management
Discover Yourself Aptitude Test
Impact of First Impression
Promote Yourself- Importance of Professional Presence
Resume Writing
Fundamentals & Applications of Group Discussions (GDs)
How to effectively fill Interview Forms
How to Market Yourself in an Interview
Fundamentals & Applications of Personal Interviews (PIs)
Evaluation Parameters of GDs & PIs
Winning Mantras of GDs & PIs
Sure Success Tips for GDs & PIs
VISION
"To
be
progressive
leader
and
first
choice
for
dynamic
solution
integrating
MISSION
"To
establish
facilitate
development
solutions"
high
standards
comprehensive
for
every
&
of
professional
accomplished
possible
profession
etiquette
system
through
of
our
and
to
continuing
effectively
professional
exceptional
training
CHAPTER 3
DISCUSSIONS ON TRAINING
3.2
Key Learning
Classroom teaching helps the student by making conceptual base clear, but on the job training is
the practical way, which helps the students to get practical knowledge of the concept. Normally
the students are not aware of actual requirement
Working as a trainee at UAS International was a wonderful experience, it gave me immense
understanding about how companies are making business through various ways.
It is my pleasant duty to express my special thanks to Mr. Ishan Taneja for his encouragement
throughout my project and their guidance during the compilation of work.
CHAPTER 4
STUDY OF SELECTED RESEARCH PROBLEM
4.1
Analysis of Marketing Strategies for the various levels of market situation and finding the
various factors responsible for success and failure of company which need to be worked on.
4.2
4.3
RESEARCH DESIGN
Primary data is collected through questionnaire and personal interviews of management level and
worker level employees.
Secondary Data:
The secondary data refers those, which are already stored somewhere for someones requirement
or reference. It can be collected from sources like books, internet etc. For my study purpose I
have also used various sources of secondary data. I have used sources such as Internet, books,
discussing with friends, etc.
Secondary data is collected through company periodical, broachers etc. of the company.
Sample frame: - Employee from each department and each level in the department
Sample size : 100 Employees for questionnaire
3.5 LIMITATIONS
Every study has got some limitation, during the project analysis of marketing strategies in
UAS International. I have also faced some constraints and limitations. They have been listed as
follows:
Some employees who were interviewed didnt share their personal observation or
problems they were facing because they didnt find it important to share because of their
personal opinions and views.
Many employees and organization have low awareness about the marketing strategies and
why it is needed in the organization, as well as what benefits will it bring to an individual
or group of people and in turn the organization.
Some respondents were not aware of the information asked in the questionnaire. So could
not fill the questionnaire appropriately
CHAPTER 5
DATA ANALYSIS
DATA ANALYSIS
1. Do UAS International has enough resources to provide their services?
S. NO.
1
2
TYPE OF CHOICE
YES
NO
PERCENTAGE
75
25
Percentage
80
60
40
20
0
Interpretations
YES
NO
From the above pie chart, it is clear that 75% of the employees said their are enough resources to
provide services as compared to 25% of the employees which do not know think it.
TYPE OF CHOICE
YES
NO
PERCENTAGE
60
40
Percentage
60
50
40
30
20
10
0
Series 1
YES
NO
Interpretations
From the above pie chart, it is clear that about 60% employees know the targeted audience for
UAS International as compared to 40 % of the employees does not know about it.
3. What is the best medium for the advertisement according to your point of view?
S. NO.
1
2
3
4
TYPE OF CHOICE
Hoardings
Internet
Local newspaper
Others
PERCENTAGE
20
45
20
15
Percentage
50
40
30
20
10
0
Interpretations
From the above pie chart, it is clear that about 45% of the employees think internet is the best
advertisement as compared to other advertisements like hoardings, local newspaper etc..
4. What according to you can be other modes of marketing strategies that can be used by UAS
International?
S. NO.
1
2
3
4
TYPES OF CHOICE
Social Media Marketing
Brand Marketing
Direct Mail
Mobile Web Marketing
PERCENTAGE
38
24
20
18
Percentage
40
30
20
10
0
Interpretations
From the above pie chart, it is clear that 55% of the employees like Social Medial Marketing,
24% like Brand Marketing, 20% like Direct Mail and only 18% like Mobile Web Marketing.
TYPES OF CHOICE
YES
NO
PERCENTAGE
58
15
Percentage
100
80
60
40
20
0
YES
NO
Interpretation
From the above pie chart, it is clear that about 85% of the employees feel that there is a need of
celebrity endorsement in the company as company to 15% of the employees which feel there is no
celebrity endorsement.
6. How much according to you UAS International are willing and realistically able to spend on
advertisement?
S. NO.
1
2
3
4
TYPES OF CHOICE
0 to 10% Revenue
10 to 20% Revenue
20 to 30% Revenue
30 to 40% Revenue
PERCENTAGE
40
15
25
20
Percentage
40
30
20
10
0
Interpretations
From the above pie chart, it is clear that about 40% of the employees feel to spend on
advertisement is 0 to 10% of the revenue.
7. Do you think company has proper marketing strategies for its services?
S. NO.
1
2
TYPE OF CHOICE
YES
NO
PERCENTAGE
65
35
Percentage
80
60
40
20
0
YES
NO
Interpretation
From the above pie chart, it is clear that about 65% of the employees say that the company has
proper marketing strategies for its services as compared to the 35% ratio of the employees which
think that the company does not has proper market strategies.
8. Do you think that company has positioned in the market in a better way?
S. NO.
1
2
TYPES OF CHOICE
YES
NO
PERCENTAGE
39
61
Percentage
80
60
40
20
0
YES
NO
Interpretation
From the above pie chart, it is clear that about 61% of the employees feel that the company has
positioned in the market in a better way as compared to 39% ratio of the employees.
9. Do you think that company is targeting its customer in the market in a proper way?
S.NO.
1
2
TYPES OF CHOICE
YES
NO
PERCENTAGE
68
32
Percentage
80
60
40
20
0
YES
NO
Interpretation
From the above pie chart, it is clear that 68% of the employees think that the company is targeting
its customer in the market in a proper way as compared to the 32% ratio of the employees which
think that the company is not targeting its customer in the market in a proper way.
10. Do you think that company has better channels of distribution for its services?
S. NO.
TYPE OF CHOICE
PERCENTAGE
1
2
YES
NO
35
65
Percentage
80
60
40
20
0
YES
NO
Interpretation
From the above pie chart, it is clear that 35% of the employees think that the company do not have
channel of distribution for its services.
FINDINGS:
The finding is concluded after the analysis of the responses shown and received in the
questionnaire and through interview of employees.
Both workers and management employees are happy with their work.
Marketing and proper advertisement will also make the customers aware of the upcoming
projects and will provide them with the knowledge.
Being a training and development company it is very important for the company to set
their preferences in regard to target audience.
5
6
7
8
9
RECOMMENDATION:
In order to attract more and more customers company should provide more services.
They should be given some better lucrative offer.
advantages so they must be made aware of it by showing its advantages and what it
actually does by the hoardings and internet.
Some more R & D should be carried out so it should be made to give make more services
than what it actually does.
Company should continuously keep on providing new versions to enable people to have a
choice and variety of products in these way customers will be attracted and motivated.
Company should also arrange as many extra marketing strategies for the customers and
employees to keep them fresh and motivated. As 80% of customers are interested in new
marketing strategy of the company. Company should keep encouraging new training
programs for the customers and employees.
Company need to take care a bit more for the interest of the customer of the company.
60% of customers are dissatisfied with the company facilities.
The HR department should take care of employees suggestion or complains properly.
Whatever may be the decision from the higher management either positive or negative,
feedback should be given to the employees. This makes them realize that they are
recognized by the company and their suggestions are important for the company growth.
And also appreciate employees for their valuable suggestion.
CONCLUSION:
Research shows that satisfied employees will create higher marketing strategy and in turn
positively influence organizational performance.
The present study has been conducted to analysis the marketing strategies in the company. The
research is carried out in UAS International situated in Delhi.
75% of employees are satisfied with the company UAS International. Like all other
companies UAS International is also facing some challenges in the market environment. There
are some demands by the employees for their welfare and company is also taking care of it.
UAS International is always on the lookout for talented people to join its team. Company offers
an informal work atmosphere, freedom of decisions and a multi-disciplinary experience
opportunity. This is a reason that clients of UAS International stay with their organization for a
very longer period. Many employees over here want to working with this organization for long
time. Employees feel satisfied working with this organization as this company is giving them a
good marketing strategies and an open culture, as an employees basic need. If people have the
desire to work and learn new things, this is the destination for those talented people. Maximum
number of employees response show that they found the project and process to be very
knowledgeable and interesting.
Employees personally feel that its a very strong organization and with time it has proved its
excellence. And with time there are many changes been done and this changes and development
are still continuing.
BIBLIOGRAPHY:
www.uasinternational.in
www.citehr.com
www.hrvillage.com
www.hrmguide.net
www.hrguru.com
www.shrm.org
Kothari C.R., Research Methodology, 2 nd Edition, 2003, Vikas Publishing House Pvt.
Ltd, New Delhi.
ANNEXURE
QUESTIONNAIRE
Q1) Do UAS International has enough resources to provide their services?
YES
NO
Q2) Do you know the target audience for UAS International is?
YES
NO
Q3) What is the best medium for the advertisement according to your point of view?
Local Newspaper
Hoardings
Radio
Internet
Q4) What according to you can be other modes of marketing strategies that can be used by UAS
International?
Direct Mail
Brand Marketing
Q5) Do you feel there is a need of any celebrity endorsement in the company?
YES
NO
Q6) How much according to you UAS International are willing and realistically able to spend on
advertisement?
0 to 10% of Revenue
Q7) Do you think company has proper marketing strategies for its services?
YES
NO
Q8) Do you think that company has positioned in the market in a better way?
YES
NO
Q9) Do you think that company is targeting its customer in the market in a proper way?
YES
NO
Q10) Do you think that company has better channels of distribution for its services?
YES
NO