To be filled by the students:

Annex B: Thesis Synopsis Format

Name: PINAK GUPTA

Phone Number: 9910112272

Email address: pinakgupta7@gmail.com

Course to which admitted

IIPM ISBE ICHE

Month & year of admission

AUGUST 2010, FW 10-12
Place of study (IIPM
CENTER) IIPM SATBARI, NEW DELHI

Thesis Topic: MARKETING STRATEGY OF FRANCHISE AND RETAILOPPORTUNITY

SHOW (FRO) IN FRANCHISE INDIA

Marketing
Specialization Area:

Introduction:

Franchise India is Asias Leading Integrated Franchising Solution Company since 1999 and has absolute authority on
Franchising, Licensing, Retailing, Real Estate and Marketing. They have helped hundreds of investors in selecting the
right opportunity and in turn assisted various organisations in International and Domestic Franchise Expansion. With 46
offices across country, we are evenly spread over covering every state and its capital. For any Corporation we specialize
in offering end-to-end solutions through our services under feasibility study, business strategy, system development,
Brand Development, Brand Communication, Public Relations, Advertisement & Marketing and Recruitment services.

Retailing differs from marketing in the sense that it refers to only those activities, which are related to marketing goods
and/or services to final consumers for personal, family or household use. Whereas marketing, according to American
Marketing Association, refers to the process of planning and executing the conception, pricing, promotion and
distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives.
 To be filled by the students:

Research Objectives

To study the importance of marketing process in franchising

To know the marketing strategies used by Franchise India

To analyze the growth of Niche segment.

To analyze the SWOT analysis of Franchise India.

To determine the standard of Marketing / sales and client servicing to the new and existing client

Research methodology:

Secondary data (source): Book, Magazines and Newspaper., Newsletters and in-house journals and articles
from internet

Primary data: The primary data will be collected through structured questionnaire. Collection of primary
data will be conducted by visiting various Franchising companies for the preparation of the thesis report.

Tool used : pie charts, Bar graphs

Sampling method: Convenient sampling

Sample size: 100

Target Audience: Franchisors /retailers, Manufacturers, investors /business seekers, Entrepreneur

Limitations of the study

Throughout the study utmost care has been taken to avoid biases, errors so as to ensure authenticity and

accuracy. But there is possibility for some discrepancies to come in between due to following limitations:

Respondents may give their biased opinion, as they know the identity of interviewer.

Some questions are quantitative and respondents are answering without understanding it fully.

Assumption is made that views and suggestion given by the respondent are his own perception and idea.

The study is not free from sampling error

Last but not the least and the most deciding factor paucity of time
Books referred :

Etzel M.J., Walker B.J., Stanton W.J. and Pandit A. (2006), Marketing Concepts and Cases 12 th edition,

McGraw Hill

Grewal D. and Levy M. (2008), Marketing, McGraw Hill

Kazmi S.H.H. & Batra K. Satish (2004), Advertising and Sales Promotion, Second Edition, Excel Books, New

Delhi

To be filled by the students:

Justification of choosing the topic:

With the increase of fierce competition, marketing is an important tool to run every business successfully.
The process of marketing in franchising is another area which if planned strategically is sure to give an
edge over other competitors in the market.

Marketing is a strategic tool to develop every business. A strong marketing strategy is the need of the hour,
without which a business cannot run successfully in the market. A franchising business is a twofold
marketing strategy, in one way it boosts the sales of the parent company and in another way it also takes
care of the franchised outlets. A franchisor is involved in the promotion of the brand at the national level
while its franchisees at the local level.