TABLE OF CONTENTS

[1] CHAPTER – 1, Introduction to the Project 2

• Introduction 3

• Objectives 5

• Scope 6

[2] CHAPTER – 2, Company Profile 7

• About the Company 8

• Macrosoft’s Products 11

• Services Offered By Macrosoft’s Products 12

• Achievements 20

• Some of Macrosoft’s Satisfied Clients 21

[3] CHAPTER – 3, The Market Research 22

• About The Project 23

• Introduction To Market Research 25

• Task Assigned 26

• Research Methodology 29

[4] CHAPTER – 4, Data Analysis 31

• Data Analysis 32

[5] CHAPTER – 5, Major Findings 36

• Findings 37

• Limitations of The Company 39

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 • Suggestions 40

[6] CHAPTER – 6, Conclusion 41

• Conclusion 42

• Learning from Executive Training 43

• Limitations of The Research 44

[7] ANNEXURE – 1, Questionnaire 45

[8] ANNEXURE – 2, Detail’s of Clients Visited 49

[9] ANNEXURE – 3, Bibliography 57

CHAPTER – 1
Introduction to the Project

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 Introduction

This project was undertaken to gauge the customer interest,

awareness, attitude, perception and understanding the needs & requirements of
customers towards software sector. And also to study the complexity &
challenges involved in marketing software products. For the same, respondents
were selected who were considered high net worth customers in term of their
business Mainly the target respondents consisted of small scale industries,
hospitals, medicine shops, educational institutes and small organizations like
show rooms and outlets.
The target customers were selected from the Yellow Pages of
Bhubaneswar. Also some of the potential customers were referred to me by my
Company Guide. The sample size was of forty five organizations, which were
studied on this topic by getting them fill a small questionnaire.
I have been assigned on behalf of Macrosoft Associates to know their
strengths, weaknesses, existing opportunities and the probable threats for the

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company. I have covered almost all parts of Khurda District (Mainly in
Bhubaneswar). During my survey I have covered four hospitals, twenty two
educational institutes (including schools and colleges) and nineteen small scale
industries through questionnaire. I worked hard for two months. I hope the
information and analysis in the project may help the company for their further
expansion of business as well as to survive in this competitive world of marketing
in the Bhubaneswar city.
This report will help in understanding the market potential & Demand
of customized software in the domestic market and access the adoption level of
their products in the domestic market. The second to it was to analyze and
recommend what steps company should take and which are the sectors should it
target to increase its revenue.
Macrosoft Associates got the image of creating software products. It
owes its success to strength of its brand and loyalty they enjoy from the
consumers, a strong sense of values driven from the company credo and
environment. This sets the toughest standard of leadership.
Advertisement makes maximum people to think about software i.e.
getting their daily business computerized, next comes the salesman / consultant
approach. The brand name plays a very important role in software companies;
because some of the potential consumer I came across were giving preference to
the brand name of the company or its parent company. People don’t have any
concern linked with services offered by the company, instead they think that the
final software package plays far bigger and important role in fulfilling their needs.
High net worth individuals are ready to invest in software sector and they also feel
that it is a big investment option with 65% of them were accepting to this fact.

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 Objectives

This study was conducted to know the market potential of Macrosoft

Associates Pvt. Ltd. in the city of Bhubaneswar by analyzing different factors and
individual market share of different software companies in Bhubaneswar.
The main objectives of doing this project and preparing the report are
as follows:
• To identify those factors which influence the buyers to buy and non-
buyers to not to buy software.

• To examine the effectiveness of various promotional activities.

• To study the growth and expansion strategies of Microsoft Associates

Pvt. Ltd.’s software solutions.

• To determine the demand for each of the products in the market.

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 • To understand the requirements of the customers towards the
software services.

• To know approximate market share of Macrosoft associates and its

core competitor.

• To know how it competes with competitors.

• To get information about the work culture, effective sales and services
followed by the organization.

• To know the customer attitude towards Macrosoft associates.

• Customer awareness regarding the software available and their

buying attitude.

• To study the overall performance of Macrosoft associates.

Scope

In the present world of changing technology and turbulent

environment, a farm has to constantly understand the future demand and latest
trend in market. For this, they should be like an open system so that they can
change themselves according to the environmental changes, only than a firm can
survive.
I did marketing for Macrosoft Associates for two months. While doing
so I also studied the market awareness towards software products. I collected
data by interviewing various customers for the fulfillment of my market research.

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By this intense research I get to know the challenges involved in software
marketing.
These followings are some of the challenges faced by me while doing
marketing of software products:
• All most all software is available either for free or their pirated copies
are sold at a negligible price, so it is very difficult to get people to pay for the
original registered version of the same product.

• Software is valued similarly to information and the value of information

is different to different people, so it is very difficult to price software.

• In comparison to traditional goods or FMCG products, consumers are

very less in software. Also because of poor awareness they are not also
willing to pay much for software. And advertising based products require high
usage of that particular product which abstracts the personal requirement of
each individual customer. So attracting the first users are quite difficult.

• There are hundreds of competitors exist in the market. And market is

filled with almost same type of products from various competitors. So
maintaining the uniqueness in the products is very tough.

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 CHAPTER – 2
Company Profile

About The Company

Macrosoft Associates, incepted in USA as Macrosoft

Associates Inc. (MAI) and registered as Macrosoft Associates Pvt.
Ltd. (MAPL) in India (Regd. No.:- 150628/2000-01), to provide advanced
database and web application solutions to a wide variety of private and public
sector organizations. The company is registered under Software
Technology Park of India (STPI), Ministry of Information
Technology, Govt. of India, as a software solution provider. And also it is
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endorsed with Director General of Foreign Trade (DGFT), Ministry
of Commerce, Govt. of India, as a licensed software exporter & importer.
Macrosoft associates is a multifunctional, Information Technology (IT)
Solution Firm engaged in a spectrum of IT related activities. It keeps on redefining
its targets consequent to new breakthroughs in the sphere of IT and ITES. Their
experts continuously update their skills and brace themselves up for any
challenging assignment that might come their way and which may involve huge
amounts of energy and resources. Their commitment to excellence and
adherence to quality has endeared them to their customers who have reposed
trust on their ability to provide customized solutions for any unique or peculiar
problem that the customer/consumer may encounter.
Macrosoft associates pride on its achievements made possible by its
highly talented work force whose focused approach and capacity to deliver within
a pre-set time span has enabled the organization to execute its projects
successfully.
Their presence in different geographies has helped them gain
valuable insights into the corporate practices of those territories and has enriched
their knowledge base. This has also contributed to strengthening their position in
those areas where a vast market is still lying untapped.
Macrosoft associates are always awake to the shifting requirements of
the clients and try to anticipate the need of his organization so that they could
come up with model solutions prior to the actual occurrence of the problem. They
are well equipped to take up projects of any dimension and of any proportion and
offer parity in quality standards with their peers in the same sector. Macrosoft
associates are always sensitive to the financial constraint of the client and provide
cost effective solutions within client’s budget stipulations.
These are the following factors which gives Macrosoft Associates an
advantage over its competitors:

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 • Extensive exposure to the IT industry

• High technology enabled environment

• Spectral and functional specialization

• Scalable solutions

• Qualitative excellence.

Technical Solutions Provided By Macrosoft

MAPL’s technical team possesses a focused vision of expanding their
customer base and overall increasing business effectiveness. We have functional
expertise in traditional integration technologies and platforms such as:

• XML- Xslt, path, query, form, update, scheme

• Multimedia-corporate presentations, multimedia shows and

presentations

• Os-complete range of window servers

• Application-ms exchange, Biz tal, small talk, ms office 2003

• Back end- host integration servers, share point portal servers, small
business server.

• DBMS-SQL server 2000, access

• Languages-VB 6,VB.net,asp,asp,net,c#

Macrosoft’s Zone of Operation

MAPL has been successfully delivering e-business solutions to
several large and medium government agencies in India and at global level. We
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have also succeeded in setting up a concrete platform for both small industries
and private enterprises. Our solutions are targeted at the following customer
segments of business.

• Telecom Sector

• Trading Wholesale and Distribution Industry.

• Small & Medium Manufacturing Enterprises

• Govt. Enterprises

• Tour, Travel & Hotel Industry

• Steel & Subsidiary Industries

• Schools, Colleges & Institutions

• Real Estate & construction.

• Medicine stores, clinics & hospitals

• Retail shops & malls

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 Macrosoft’s Products

Macrosoft Associates has developed a number of innovative products

to suit customer needs. Their products are targeted to boost consumer’s
operational efficiency and also manage critical applications of their business.
Along with the products we they continuous support by qualified and experienced
technical experts. Some of the products of Macrosoft Associates are;

MAI BOOK : A web based Enterprise Accounting Solution

MAI On Object : A unique messaging system that allows you to set up
publishers and subscribers, to send data in an email
manner.
MAI UDA : Significantly reduces development time with this product
which sits between a user or programmer and an RDMS
made up of dissimilar elements.
MAI PAYROLL : An Enterprise Human Resources & Payroll Solution.
MAI INVAC : Enterprise level Multi tier Accounting & Inventor
Systems.
MAI Tele CMM : Enterprise level Call Management Solution.
MAI AGILE : Distributed Service Management Solution.
MAI EHPS : Enterprise Human Resources & Payroll Solution.
MAI SMS4U : Local SMS broad Casting Solution.
MAI MEDICARE : Accounting and inventory solutions for medicine
retailers & stockiest.
MAI DOC : Document management system.

Services Offered By Macrosoft’s

Products
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 These are the spectrum of activities in which Macrosoft Associates is
engaged in;

Document Management System

Documents encage the ideas and power initiative actions. Very often
documents are found scattered across different locations in the organization.
Macrosoft’s solution will centralize, store and manage these critical assets. It
makes the documents readily available to those who want to use it for some
specific purpose. MAPL’s document management system will provide greater
insight to organization’s documents than the normal structure of arrangements.

Application Management
Macrosoft’s services will help the organizations to increase the
performance and productivity of business critical applications. Fast, real time
problem resolution is uniquely performed utilizing an end-to-end view of services,
transactions and associated resources across platforms and subsystems. MAPL’s
solution can substantially reduce IT lifecycle costs across operations, support and
development by directly linking operations and development.

SMS Broadcasting
Telecom revolution has brought the possibility of mass communication
to affordable ranges and one of the exciting avenues in this mobile revolution is
the use of SMS to send & receive short text messages in seconds. With SMS
broadcaster one can send multiple messages to people directly right to their
mobile phones getting the advantage of directly reaching the intended audience
and their feedback instantly. The need to instantly send or receive significant bits
of text/figures with people matter most. The messages can be crucial to be sent /
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received instantly to give a better Competitive Advantage, gain greater
Operational Control & be more agile and smart in Business, Operational and
Administrative Activities.
All which means greater ease of information dissipation at the fraction
of conventional approaches costs & time. Telecom revolution has brought the
power of Instant Messaging Service to affordable costs.

Web CMS
As websites are increasingly being used for serving multiple
communication needs of business, maintaining and updating content has
assumed very crucial role in this process. Macrosoft attempts to organize the
collaborative management of website content. Websites are also facilitating
smooth business transactions and faster decision making. However with large
inflow of information having a direct bearing on the operation of the organization,
it has become critically important to sieve through that information and assimilate
those which are vital and jettison others which are of no significance. New
features are being added which have reduced complications leading to efficient
utilization of time and resources. Content Management Services and support is
designed to maximize organization’s online business. MAPL provides a
comprehensive web service package keeping in view the needs and priorities of
their clients.
Macrosoft offers the following solutions meant for and directed at dispelling
all web related complications and offering the client a seamless version of web
management tool.

Database Management System (DBMS)

Capitalizing on Macrosoft’s distinct edge and the proven expertise of
their committed work force, they can offer excellent functional models of database
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management system which will go a long way in helping the organization
streamline its business framework along with organizing and integrating disparate
databases, facilitating swift access of data from a centralized system. An
organized database management system leads to quick retrieval of the desired
data enabling fast decision making and considerable reduction in misdirected
effort.

Automated Tools
Operational efficiency can be increased and the frequency of errors
can be reduced to a large extent due to extensive mechanization of various
business processes. The comparative performance of tools and instruments
operated manually is no match for the swift error free operation of the automated
tools. MAPL helps clients to reap the benefits of an automated process by
mechanizing their system and bringing those under a centralized loop.

Application Maintenance and Support

If the client is having an automated and well networked system, it
requires proper maintenance and reinforcing inputs from time to time to keep it
optimally functional. Consumers can entrust MAPL the responsibility of
maintaining their vital applications and extending the required support to retain
and improve their capabilities. MAPL expertise, updated till the latest
breakthrough transfer the benefits accrued on account of an improved system to
the organization.

Web Design and Development Services

A website has come to be regarded more as a convenient
business communication tool rather than an information disseminator. A well
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designed and structured website has come to be accepted as an indicator of the
corporate status of an organization. Websites serve multiple purposes starting
from being information outlets to performing more complicated functions like
process integration. MAPL possess refined expertise and the relevant skills to
design and create great websites reflective of an organization’s status and
stature.
A website today is more than a just presence in the Web. It is all of
promoting of self’s business activities and procuring business. In fact the Internet
is a global high speed market & Information Exchange place hence all the more
imperative to have an Internet presence.
Here are some typical examples to give you an indication of MAPL’s costs.

1. Single Web Page: Marketing / Company Awareness

Nowadays consumers expect reputable companies to have their own

website. The easiest and quickest way to achieve an online presence would be to
have a simple web page advertising the business and services offered.
Companies who are not ready for a full website should opt for a single web page
as a cost effective interim solution.

2. Four or Five Web Pages: Company Synopsis

This is a condensed, more informative website typically containing

four or five pages such as home page, about us, products, contact details and an
online enquiry forms.

3. Approximately Ten Web Pages for a Small or Medium

Business

This type of website would expand on option-2, including more

detailed web pages to allow the business to illustrate its existing portfolio of

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services and offerings. Customer testimonials could be included along with online
enquiry/contact forms.

4. Basic Ecommerce Website

This will contain approximately ten web pages as in option-3, but will
include an online payment function. This solution is targeted towards businesses
with a small number of items which they wish to sell online using PayPal or a
similar payment processing service.

5. Full E-commerce Website

A full E-commerce is a website with a shopping cart to process online

credit card payments. This site would typically include a secure online
administration area allowing you to manage product details and maintain stock
control.

Multimedia Solution
Organizations and firms engaged in education, advertising, films and
Television production require different variants of multimedia applications to
different degrees to cater to their various requirements arising out of their
business operation. MAPL provides business compatible solutions designed with
innovative and creative application of a variety of multimedia tools.

E-commerce Solutions
Business enterprises these days want to leverage on the development
in the IT sector to drive their business growth. E-commerce is being resorted for
smooth process integration and elimination of procedural snags. The problems
associated with voluminous physical transactions could be successfully obviated

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and the time involved could be substantially reduced by adopting novel E
commerce models.
MAPL can suggest varieties of models that will effect a smooth
transition to an E-commerce platform. So the client would be able to integrate
online and off line operation through the models developed by Macrosoft. A
centralized system for order fulfillment and product management will be created.
MAPL can also provide turnkey integrated E-commerce solutions and
professional services that reduce deployment time without straining client’s
internal resources.

Legacy Management
MAPL provides legacy management services in a collaborative
working model that leverages on the rich industry experience of MAPL’s on-site
consultants and their multi-skilled technical teams. MAPL also provides services
to maintain, support, re-engineer, and migrate legacy systems and entire
application portfolios. MAPL preserve the business logic captured in their
customer’s systems and modernize them with minimal effort. All their legacy
management services are provided from their offshore development centers, in
close association with other supporting groups. MAPL’s deep technology focus,
industry expertise and customer centric approach have endeared them to their
customers.

Customer Relationship Management (CRM)

CRM is a software solution that helps enterprise businesses by
managing customer relationship in an organized manner. MAPL does so by
delivering the most innovative technology and making it as easy as possible for
organizations to track and analyze shifting customer needs, link marketing
campaigns to sales results, and monitor sales, activities for improved forecasting

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accuracy and manufacturing demand. Through CRM organizations are able to
share and manage business information — the result is CRM success. The
general purpose of CRM is to enable organizations to better manage their
customers through the introduction of reliable systems, processes and
procedures. In order to gain a competitive advantage and differentiate products
and services in the market place, companies must shift their focus from a product-
centric view to a customer centric one.

Enterprise Resource Planning (ERP)

The need for cutting edge ERP solutions is becoming crucial in the
present IT powered business environment. This is accentuated by the fact that
even the most fundamental market philosophies are undergoing metamorphosis.
Market for almost all products/services has become truly global. Further the
customers have become more knowledgeable of the various choices on offer.
Thus delivering products as per customer satisfaction is getting difficult with the
onrush of new players in the market space. We are opening the doors to
increased ERP benefits.
MAPL offers a robust distributed delivery model that incorporates all
components of implementation and implementation involved support to provide
their clients with a complete enterprise solution.

Enterprise Application Integration (EAI)

Business applications complement and supplement each other’s
functions. The objective of enterprise application integration is to create a platform
that enables fast integration and extremely rapid development of composite
applications that serves to build new strategic business solutions that leverages
the functionality of existing applications, orchestrate new business processes and
integrate the data across the enterprise. Users expect instant access to all
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business functions an enterprise can offer, regardless of which system the
functionality may reside in. This requires disparate applications to be connected
into a larger, integrated solution. Macrosoft Associates evaluate tools to build the
strategy for EAI integration, plan the EAI application and design, estimate the cost
and resource requirements and provide post implementation support and service.
MAPL excels in integrating EAI applications. Their strength lies with
their dedicated development team with cross functional expertise. They are
always on guard to advance with the growing technological advances and
concentrate on providing innovative solutions to deliver quality product.
Networking Services
Macrosoft Associates have successfully designed, integrated and
deployed large networks to suit the business needs of their clients and that also
within their cost constraints. The team of their expert is all equipped to handle
projects efficiently as they have the relevant job compatible skills and the edge of
experience. They ensure quality of service and customer satisfaction by staying
continual touch with the client as the project progresses.
Networking services provided by Macrosoft Associates:
• Construction of operational networks

• Integration of network platforms

• Reconfiguration and up gradation of network systems

• Network administration

• Network back-up including disaster maintenance support

• Wireless networking

• Networking Security

• Antivirus Services
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 Achievements

• MAPL’s CEO Mr. Bikram Ray was Awarded Hind Ratan in

2001 by former Prime Minister of India Mr. H.D. Devegowda for best
NRI entrepreneurship.

• Ranked 13th leading MNC Software house under the STPI division.

• National level implementer of CMM for Reliance Telecom across 11

circles.

• Best Software Solutions Vendor for Department of Revenue,

Massachusetts, USA.

• Awarded ISV Advantage Stature by IBM for India.

• Macrosoft is a certified solution provider.

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 Some of Macrosoft’s Satisfied Clients
1. Foreign Clients

• Commonwealth of Massachusetts ( Dept. of Revenue and Dept. of

Training & employment) in USA.

• Govt. Connect-Structured testing methodology system in USA.

• Lockheed Martin-Support layer development in USA

• State Rail(NSW) in Australia

• Suffolk University, USA

• SOVEREIGN BARTER, USA

• ROWALDEN Shells Inc., USA

• World link-Communication tracking and billing system, USA

2. Domestic Client

• Reliance telecom

• Jindal power and steel-Enterprise HR and payroll system.

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• Department of Public Enterprises, Govt. of Orissa

• D.A.V Public School

• Jupiter +2 Science College

• G.I.T.A College Of engineering

• Nalanda Institute Of Technology

• B.I.I.T.M

• D.R.I.E.M.S

• Akash Institute

• Adyant Institute

• Hindustan Coca-Cola Beverages Pvt.Ltd

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 CHAPTER – 3
The Market Research

About The Project

Management Objective
• To understand the market potential and demand of customization
software in the domestic market.

• To access the adoption level of their products in the target market.

• To analyze and recommend what steps company should take and

which sector should it target to earn more revenue.

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Research Objective

• To study the market awareness towards software products.

• To gain knowledge and experience in the field of marketing.

• To know the challenges involved n software marketing and to

differentiate software marketing from marketing traditional goods.

Research Profile

There are many software companies as well as software solutions

exist in the market. Different companies are targeting to the different customers.
There are companies who target to the company like Jindal Industries, Coca cola,
private sector banks, big organizations.
My research profile included taking appointment with decision takers
in companies (like Presidents, Managing Directors & Senior Managers) across all
organizations (ranging from Manufacturers, Institutions, Hospitals & Medicine
Stores) and interviewing them based upon different parameters of the
questionnaire provided by me.
From my survey I found that in Bhubaneswar, people are unaware of
software products as well as reluctant to buy or invest such amount in it and most
of the companies are targeting to the middle level organizations and software
products of different companies is based on different language.
I found that different companies are having different product on
different languages and ranking of the company is depends up on their brand.
Now in Bhubaneswar people are using modern technology so the software
product will be more demandable.

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Area Covered

• Bhubaneswar and nearby areas.

Time Available

• Two months or sixty days of time was given to me as per the

university guidelines.

Questionnaire

• Questionnaire was prepared by me with help of Ms. Rashmi Rekha

Sahoo, my company guide.

Introduction To Market Research

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 Research in common parlance refers to a search for knowledge.
Research can be defined as a systematic and scientific search for knowledge.
Some people consider research a “Systematic effort to gain knowledge”.
Marketing research is an academic activity and as such the term should be used
in a technical sense. It is an original contribution to the existing stock of
knowledge marking for its advancement. The systematic approach concerning
generalization and the formulation of a theory is also research. It has its special
significance in solving various operational and planning problems of business and
industries.
Operation research and market research along with motivational
research are considered crucial and their assist, in more than one way, in taking
business decisions. Market research is the investigation of the structure and
development of a market for the purpose of formulating efficient policies for
purchasing, production and sales. Market analysis has become an integral tool of
business policies these days. Business budgeting, which ultimately results in a
projected profit and loss account, is based on sales estimates, which in turn
depends upon business research.
Once sales forecasting is done, efficient production and investment
programs can be set up based upon the purchasing and financial plans. It
provides the intellectual satisfaction of knowing a few things just for the sake of
knowledge and also has practical utility for the social scientist to know for the
sake of being able to do something better or in a more efficient manner.

Task Assigned

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 My 1st week of management training was of product training of two
products one was SMS4U and another was Website Design. From the 2nd week
itself I started working on products which was given to us. From the 3rd week I
was working for some more products of Macrosoft Associates.

Hence these are the following tasks I performed during my research.

• Continually prospect for new customers through ongoing creative,

organized, targeted lead generation activities.

• Follow-up with customers prospects and leads.

• Coordinates sales calls meetings and presentations; create and

delivers customized “standard” presentations.

• Assess and identify customer needs, effectively handle objections,

close sales.

• Develop and manages ongoing lead / Accounts Pipeline.

• Cultivate relationships, laterally and above the primary contact.

• Resolve customer complaints/issues by effectively working with the

customer relations team to support customer.

• Subsequently taking care of the effective revenue collection from the

market.

• Manage complex sales situations & acquire clients based on “value

based selling”.

• Interaction with senior management in the client organizations &

present MAPL’s products & services.
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 I was very much fortunate that the extra responsibility or the task was
given to me to start working on the 3rd week itself because of my sincerity and
dedication towards the work. I sincerely thank to MAPL’s Chief Operating Officer
Mr. S. P. Parija, my company guide Ms. Rashmi Rekha Sahoo and all the staff
who are working for the company because of them I was capable enough to take
that difficult task.

Primary Marketing Research

1. Personal Interview

The investigator follows a rigid procedure and seeks answer to a set

of preconceived questions through personal interviews. This method of collecting
data is usually carried out in a structured way where output depends upon the
ability of the interviewer to a large extent.

2. Telephone Interview

This method of collecting information involves contacting the

respondents on a telephone itself. This is not a very widely used method but it
plays an important role in industrial surveys in developed regions, particularly
when the survey has to be accomplished in a very limited time.

3. Mailing of Questionnaire

The researcher and the respondent do come in contact with each

other if this type of research method is adopted. Questionnaire are mailed to the
respondents with a request to return it after completing the same. It is the most
extensively used method in various economic and business surveys. Before

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applying this method, usually a pilot survey for testing the questionnaire is
conducted which reveals the weakness, if any, of the questionnaire.

4. Schedules

Under this method the enumerator are appointed and given training.
They are provided with schedules which contains relevant questions. These
enumerators go to the respondents with these schedules. Data are collected by
filling up he schedules by enumerators on the basis of replies given by the
respondents.

5. By Observation

This method implies the collection of information by way of

investigator’s own observation, without interviewing the respondents. The
information relates to what is currently happening and is not complicated b either
the past behavior of future intensions or attitude of respondents. This method is
no doubt an expensive method and the information provided by this method is
also very limited.

Secondary Marketing Research

Secondary data provides a starting point for research and offer the
advantage of low cost and ready availability. The internet; World Wide Web is
now the greatest repository of information. For my project report I have collected
the data from internet, newspaper, company broachers & magazine and
pamphlets.

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 Research Methodology
Approach to The Project
The project is aimed to obtain the needs and requirements of
individuals and to study their attitude, awareness, perception and view towards
MAPL’s products. The project thus involved getting qualitative view from
customers and converting them into quantitative figures. To achieve this end,
people from different posh locality belonging to different age group and income
segment were approached for obtaining their views through use of a
questionnaire.

Sources of Data

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 The initial literature for this research were obtained from various public
sources, including various websites on the internet, articles in magazines and
some previously published reports.

Method of Data Collection

Questionnaire was used to record the view of various individuals both
present and prospective. A model questionnaire was initially administered to
about five individuals to test the effectiveness of the instrument in obtaining the
required information and its ease of use. The information obtain the pre-testing is
then used to improve the instrument.
The final questionnaire was of multiple choice types (close ended).
That was administered to people at different locations in the Bhubaneswar City
and in some nearby areas.

Sample Techniques Used

The sampling technique used was single unit sampling without
replacement. Within this broad framework, stratified random sampling was used,
where customers were classified into five strata based on the type of business of
their organization. Judgmental sampling was used to determine the locations
where prospective respondents could be found.

Sample Size
The survey was conducted on a sample of 45 clients. Considering the
fact that presently Macrosoft Associates is targeting client having small scale
industries and emerging organizations, that’s why most of the respondents were
selected from this segment.
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Methods of Data Analysis
Several tools were used for data analysis. These includes
• Pie – Charts

• Bar Graphs

• Cross Tabulations

Widely used statistical software Microsoft Excel was used for most of
the analysis.

Presentation and Analysis of Data

The analysis of data collected from the survey in Bhubaneswar city
was carried out using Microsoft Excel software.
The analysis throws some interesting and unexpected results and
sheds light on the changing trends and preferences of the people towards
software solutions.

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 CHAPTER – 4
Responses of Data Nos. of % in the Sample
the clients Respondents

Analysis

Data Analysis
1.Responses of clients towards MAPL’s software
solutions:

1. Did not have any requirement 14 31

~ 34 ~
 2. Asked for demo 4 9

3. Asked for proposal 12 27

4. Told to contact later 15 33

Interpretation: 31% clients were not having any requirement for software
solutions because they were either already using some solutions and did not
require it anymore or they were not using any computers in their work. 36% of
them shown interest on MAPL’s products and asked for demo & proposal. Rest
33% told us to contact them later because they were not having any requirement
for the time being but they are planning to have it in future.
2.Responses of clients towards price of MAPL’s
software solutions:

~ 35 ~
 Responses of Nos. of % in the Sample 1. Stron
the clients g Respondents ly satisfied

4 9

2. Satisfied 11 25

3. Neither nor 6 13

4. Dissatisfied 17 38

5. Strongly dissatisfied 7 15

Interpretation: 36% of our clients shown satisfaction to the price we

quoted to them. 13% of them were not having any idea regarding the price of

~ 36 ~
software solutions available in the market so they did not give any comment. 53%
clients showed their dissatisfaction towards the price of our products. They said it
is costlier than those solutions available in the market.
3. Responses of Nos. of % in the Sample
the clients Respondents

Responses of clients towards brand image of MAPL’s

software solutions:

1. Already a user 4 9
2. Knows about it but yet not an user 12 27
3. Just heard of it 18 40
4. Never heard of it 11 24

~ 37 ~
Interpretation: We asked this question to our clients to know the effect of
MAPL’s brand image on its product. % of them were satisfied users of MAPL’s
product and gave positive responses. 27% of them knew well about MAPL’s
brand name but yet haven’t used any. 40% of them just had heard about MAPL
and 24% were completely unaware of MAPL.
4.Product wise % market demand of software solutions
that MAPL offers in Bhubaneswar Market:

~ 38 ~
 Software Solutions Demand in nos. Demand in %
1.
Website Designing 12 26.7

2. Medicare Solution 3 6.7

3. SMS Broadcasting 10 22.2

4. Service Management 8 17.8

5. Document Management System 1 2.2

6. Accounting Solutions 2 4.4

7. Others 9 20

Interpretation: This survey was done to know the market demand of

different solution that MAPL offers. Website Designing was the mostly demanded
~ 39 ~
solution due to the hype of internet in the last decade. And Document
Management System was least demanded due to high cost & availability of
cheaper substitute of the product. (Ex.: Tally)

CHAPTER – 5
Major Findings

~ 40 ~
 Findings

After a rigorous research and evaluation of all the data obtained from
it, these are the following thing I have found out related to Macrosoft Associates.
• Product like SMS4U has a good demand in educational institutes and
medium scale industries.

• In the verge of globalization Website Designing is having a bright

future in the market, because maximum number of clients showed interest
towards having a website for their organization. Although more than them
were already having webpage of their organization.

• While my research, the market was very cooperating. Companies

were giving references and also needs of other companies.

• Some of the companies were not aware that there is a software

solution available in the market, which will enhance the efficiency of their day
to day activity.

• Some of the organization’s work process was not even computerized.

• Most of the companies were unaware about the existence of

Macrosoft Associates.

• Bigger Companies are already using software packages required to

them and don’t want to invest anymore.

• Some of the companies are price conscious.

~ 41 ~
 Apart from this I also studied the characteristics of software marketing
and found the difference in marketing approach between marketing software
products and traditional products. Some of the characteristics which differentiate
software products from traditional products are:
• Software market growth is driven by innovation.

• Software product’s life cycle is very short due to continuous

development in technology and customization as per the requirements of the
customers.

• Due to markets are global, competition is very intense.

• Understanding and using software products requires high intensity of

knowledge.

• Software is a prototypical high technology industry. So implementation

of software products comes in a cost of overhauling of equipments like
computers and automation of other hardware.

~ 42 ~
 Limitations of The Company

Some sort of limitation is very obvious in every business; it makes you

understand about the working condition of the organization. Having understood all
the limitation it makes you put more effort and asks for tweaking up. Without
paying any attention to the limitation one would not be able to know where he
stands.
Some of the constraints that I found out during the procedure of my
research project are:

• As the conversion ratio of IT market in India and particularly in Orissa

is 100:1, so it creates a very complex and critical environment both for the
Marketing as well as for the Development team to cope with the situation.

• Because of the enhancement in the Technologies and introduction of

New one in a very short, time period creates a complex situation for the
company to target the customer and meet their needs in an effective
manner.

~ 43 ~
 Suggestions

From my market survey and according to my findings I came to know

about the weakness of Macrosoft Associates and I suggest these following few to
do things which may help them in enhancing their business activities.
• Company needs a heavy sales promotion activity because our
company is producing new products which people are unaware of.

• Promotional efforts like holding frequent seminar & Sponsoring IT

related events will improve the brand image of MAPL in the market.

• Providing sample demos, such as through Power Point Slides on

existing software solutions, so that the clients can be able to understand,
what are the features of the software and tell his needs accordingly.

~ 44 ~
• Most of the people agree that software is a good solution of their daily
requirement so company should built their strategy in such a way that it
would meet all the needs and wants of the customers.

• The company should modify the sales strategy by the view of the
customer and also taking care of advertisement and media publications.

• Company should introduce new products which can target to the lower
equity company.

• The software solutions can be customized according to various

industry needs such as pharmaceutical industries, manufacturing industries,
automobiles and real estates.

~ 45 ~
 CHAPTER – 6
Conclusion

Conclusion

From the above study I can conclude that even though Macrosoft
Associates is a small software solution providing company in comparison to the
other companies existing in this huge global market, then also it is growing like a
monster and showing its potential in the market. The example of which is the
numbers of international and domestic clients they have entertained. It develops
its various products in the market day to day.
This study reveals there is a perfect market condition in Bhubaneswar
or in Orissa for software products. Effective marketing strategic planning will help

~ 46 ~
Macrosoft Associates to attract and serve a wide number of customers who are
scattered all over the market.

Learning from Executive Training

The whole Summer Internship Project was a great learning experience

from the first day itself. Different people to deal with, and a more practical world
where competition is the key word and target based job makes me stay always on
my feet to be a go getter.
During the Summer Internship Project I was assigned various tasks by
the organization. the organization’s assignment given to me was promoting their
software product and the concepts developed by the company in the market. This
gave me direct exposure to the workflow of organizations engaged in such

~ 47 ~
concept promotions. It gave me more in depth exposure to its functioning. The
whole process gave me the first hand feel of teamwork, strategy building and
planning and proper execution of strategies. I learnt how to deal with hurdles in
achieving the desired goal; how to deal with people of different mindset and even
learnt that convincing is the sole tool for making a business boom in the market
apart from good product and service. I also learnt that conceptual selling is much
more competitive and difficult in terms of achieving goals. Selling intangible
products or goods, making clients understand the advantages of such products is
tougher than doing it for tangible products. I also learnt how to approach different
organization, make them understand the concept provided by Macrosoft
Associates and the after effects of the implementation of such software in their
organization. I had shown them the impact of the solution on their long term goals.
I have also learnt of several facts about strategies, which help the organization to
secure good market position in the software market where solution providers large
in number and are in a race towards achieving maximum out of the somewhat
limited opportunities in the software market.

Limitations of The Research

Though the report is completely based upon the true practical facts
and correct data obtain from the marketing research, but it also has certain
limitations. Some of them are:
• This being a convenience sample, the analysis may not be true picture
of the target population.

~ 48 ~
• Lack of appropriate knowledge regarding all the products of Macrosoft
Associates lead me to mis-interpretation of questions to be asked for data
collection.

• Sometimes, the respondents mislead me by providing untrue

information.

• Marketing research is carried out on consumers who are human being

have and humans have the tendency to behave artificially when they get to
know they get to know that they are being observed. This aspect of human
behavior disturbed the result of our project.

~ 49 ~
 Annexure – 1
Questionnaire

Questionnaire
Customer Requirement Research ( / /2009)

~ 50 ~
Name : ………………………………..
Designation : ………………………………..
Address : ………………………………..
Contact No. : ……………………………….
Organization Name : ……………………………….

1. What kind of business operation is carried out in your organization?

(a)What are your success indicators? (e.g. 70% students graduation)

…………………………….…………………………….…………………………

……………………………………………………………………………………

2. Are you using any kind of software solution to improve business?

(a) Yes (b) No

3. If yes, than what are the solutions you are using?

………………………….…………………………….……………………………

………………………….…………………………….…………………………..

4. Do you need any other computer / web development services?

(a) Personal website

(b) Hardware and networking support
(c) Company demo presentation
(d) Brochure and Company Branding designing
(e) Other Software & Hardware Supports

5. From where do you get to know about the various software product &
services?
(a) Print media
(b) Electronic media
~ 51 ~
 (c) From your friends
(d) From direct approach
(e) From web
(f) Any other media, if yes then specify…………………………………….…
6. Whether you are satisfied with your current software product or service?
(a) Yes (b) No
7. If no, what are the difficulties you are facing?
…………………………….………………………….…………………………….
…………………………….………………………….…………………………….
8. What kind of improvements do you need?
………………………….…………………………….…………………………….
9. Do you need any of these solutions? If yes when?
(a) Accounting Solution – MAI. Book
(b) Document Management Solution – MAI. Doc
(c) HR and Payroll solution - PAYROLL
(d) Inventory Solution
(e) Call Monitoring Management Solutions (For Call Centers)
(f) SMS Broad Casting Software Solution
(g) Accounts & Inventory Solution (Rice, Flour & Oil Mills)
(h) MEDICARE for Pharmaceuticals & Medicine Shops (Inventory & Billing)
(i) WEIGHBRIDGE for monitoring the weight of the raw materials in mines.
(j) Service Management Software – AGILE (For Electrical Organization)
(k) Logistic Solution (For Transportation Organizations)
(l) Others (__________________________________________________)
10. Any other solutions you want to use but not available in market?
Summary: ____________________________________________________________
Benefit to your Business: ________________________________________________

~ 52 ~
 11. What is your opinion about the brand name of MAPL’s Software
Solutions?
(a)Already a satisfied user
(b)Knows about it but yet not an user
(c)Just heard of it
(d)Never heard of it

12. Are you satisfied with the price we quote for our products?
(a)Strongly satisfied
(b)Satisfied
(c)Neither nor
(d)Dissatisfied
(d)Strongly Dissatisfied

13. For detail information, do you like Macrosoft Business Support team to
contact you or any of your reference who may need software solution?
(a) Yes (b) No

14. If yes please provide:

Organization Name Contact No.:

(a) __________________________________________________________

(b) __________________________________________________________

(c) __________________________________________________________

Signature of the Signature of the

Management Trainee Management Trainee
~ 53 ~
 Annexure – 2
Detail’s of Clients Visited

~ 54 ~
 List of The Companies Visited
1. Sarojini Enterprisers,
OMM feeds
Prop. - Mr. Pradip Ku. Kar
Mob. - 9238307916
Plot No. - 141, Sector-A, Zone-A,
Mancheswar Industrial Estate.

2. Trishul Trade (P) Ltd.

Phone No. - 0674-2585097
Plot No. - 222-C, Sector-A, Zone-B,
Mancheswar Industrial Estate.

3. Craft Tech Cutting Tools Pvt. Ltd.

Phone No. - 0674-2585101
Plot No. - 220, Sector-A, Zone-B,
Mancheswar Industrial Estate.

4. Chemflo Industries Pvt. Ltd.

Mr. Kuldip Gupta (M.D.)
kuldipgupta@hotmail.com,
chemfloindustries@gmail.com,
Phone No. - 0674-2585324
Plot No. - S-3/29, Sector-A, Zone-B,
Mancheswar Industrial Estate.

5. Utkal Electrical Industries

Phone No. - 0674-2580130
Plot No. - 147/D, Sector-A, Zone-B,
Mancheswar Industrial Estate.

6. Lord Jagannath Mission's College for Nurshing

Phone No. - 0674-2585503
Plot No. - 228/237, Sector-A, Zone-B,
Mancheswar Industrial Estate.
~ 55 ~
 7. Gaurav College of Commerce & Management
Mob. - 9437635515, Phone No. - 0674-2541142
gauravcollege_2007@rediffmail.com,
www.gccm.in,
Plot No. - 137, Sector-A, Zone-B,
Mancheswar Industrial Estate.

8. Orissa Trust of Technical Education Training

Phone No. - 0674-2580771/258113
Plot No. - S-3/68, Sector-A, Zone-B,
Mancheswar Industrial Estate.

9. Sonthalia Food Products Ltd.

Plot No. - S-3/37, Sector-A, Zone-B,
Mancheswar Industrial Estate.
Bhubaneswar

10. Viswass School of Nursery,

Mob. - 9238101673
Phone No. - 0674-2530333
Plot No. - 474, Pitapalli,
N.H. - 5, Khurda

11. Gurukul Institute of Technology,

Phone No. - 0674-2472525/2471416
Pitapalli, N.H. - 5
Khurda

12. Biswakarma Technical Training Center, (ITI)

Phone No. - 06755-222125/220085
Nabinabag, New Bus Stand Road,
Khurda

13. Baruneyi Technical Training Center, (ITI)

Mob. – 9861540577, Phone No. - 06755-221124
Plot No. - 57, Khurda Industrial Estate,
~ 56 ~
 Khurda.
14. HIL - Tech ITC (ITI)
Mob. - 99380858568/9337362133
Pandiapada, Retanga,
Khurda,

15. P.J. College

Mob. - 9937251897
Phone No. - 0674-26417247
A-1, 1st Floor, Ruchika Market, Bhubaneswar.

16.Premier School of Hotel Management,

Mob. - 9861574966/9937372213
Phone No. - 2475277
HIG - 271, Kalinga Vihar,

17. Jyoti Sabiliser

Prema House,
Phone No. - 0674-2588556
Website - www.pshm.co.in
E Mail - premier.institute@rediffmail.com
Plot No. - 222-C, Sector-A, Zone-B,
Mancheswar Industrial Estate.

18. Einstein Academy of Technology & Management

Phone No. - 0674-2585101
N- 4/2, I. R. C. Village,
Nayapalli, Bhubaneswar

19. Susree Plastic Industry

Phone No. - 0674-2580317
Plot No. - 177, Sector-A, Zone-B,
Mancheswar Industrial Estate. Bhubaneswar

20. R. C. E. M.
Phone No. - 0674-2580831/2587456
Plot No. - 18, Sector-A, Zone-B,
Mancheswar Industrial Estate,
~ 57 ~
Bhubaneswar
21. Bhubaneswar Industrial Training Center,
Phone No. - 0674-2585247,
S-3/26, Sector - A, Zone - B
Mancheswar Industrial Estate, Bhubaneswar

22. Kesar Ceramic Pvt. Ltd

Phone No. - 0674-2580302
Plot No. - 71, Sector - A, Zone - B
Mancheswar Industrial Estate, Bhubaneswar

23. Alfa Transformer Ltd.

Phone No. - 0674-2580484/581036
Plot No. - 33337, Sector - A, Zone - D
Mancheswar Industrial Estate,
Bhubaneswar

24.ORETUS Business Academy

Mob. - 93371 71119
Phone No. - 0674 - 2586137,
E Mail - mail@oretus.org
Website - www.oretus.org
D-2/18, Sector-A, Zone-D,
(Near Odisha Bhaskar Press)
Mancheswar Industrial Estate,
Bhubaneswar - 751 010, Orissa

25. Rockwell Industrial Services Pvt. Ltd.

Phone No. - 0674-2587652/2587640
Plot No. - 20/b, Sector - A, Zone - D
Mancheswar Industrial Estate
Bhubaneswar

26. Lakshmi Health Care Products

Mob. - 9437003250
Plot No. - 40/F, Sector - A, Zone - D
Mancheswar Industrial Estate,
~ 58 ~
Bhubaneswar
27. M. K. Construction & Real Estate
M. K. Plastics
Tarini Polymers
Mob. - 9861013173/9861383360
Phone No. - 0674-2302399
Plot No. - 40/B, Sector - A, Zone - D
Mancheswar Industrial Estate, Bhubaneswar

28. Sree Jagannath Chemicals

Phone No. - 0674-2580439/6540164
Plot No. - 46, Sector - A, Zone - D
Mancheswar Industrial Estate, Bhubaneswar

29. Vishweshraya ITC (ITI)

Mob. - 9437215047
Phone No. - 0674-2588282
E-mail - vishweshrayaitc@yahoo.co.in
Plot No. - 63/A, Sector - A, Zone - D
Mancheswar Industrial Estate, Bhubaneswar

30. United Polymers & Electrical Pvt. Ltd.

Phone No. - 0674-2583120
Plot No. - 35/36, Sector - A, Zone - D
Mancheswar Industrial Estate,
Bhubaneswar

31. NOUSIS ITC (ITI)

Mob. - 9437006477/9437170753
E-mail - nousisitc@yahoo.com
Plot No. - 7/A, Sector - A, Zone - B
Mancheswar Industrial Estate, Bhubaneswar

32. Prachi Clinic

Dr. Biren Padhy (Surgion)
Mob. No. - 9937133810
Phone No.- 0674-2558656, 2555118
~ 59 ~
I. R. C. Village, Nayapalli, Bhubaneswar
33. Modern Medicare Hospital
Dr. Bibhuti Bhusana Sahoo
Phone No.- 0674-2360523
E-mail - Samrudhi_2006@yahoo.com
Near Biju Patnaik Science College,
I. R. C. Village, Nayapalli, Bhubaneswar

34. Swarna Nursing Home

Dr. Chittaranjan Dash
I. R. C. Village, Nayapalli,
Bhubaneswar

35. Usthi Hospital

Dr. R. Barik
Mob. No. - 9437056711
Phone No.- 0674-2556223/2556267
Website : www.usthihospital.com
E-mail : usthiohspital@gmail.com
Plot No. N4-1/1, IRC Village, Nayapalli, Bhubaneswar

36. Biju Patnaik Institute of Information Technology & Management (BIITM)

Mr. Pratap Balwantray (Director)
Phone No. – 0674-2743519/2743017
E-mail : biitmbbsr@yahoo.com
Plot No. F/4, Patia, Bhubaneswar

37. Nobel ITC

Mr. Prdeep Ku. Das
Mob. No. - 9853110829
Phone No.-0674-2587329
Sector - A, Zone - D
Mancheswar Industrial Estate, Bhubaneswar

38. S. N. Tools
Mr. A. K. Mishra
Phone No. - 0674-2580227
Plot No. – 3/22, Sector-A, Zone-B,

~ 60 ~
Mancheswar Industrial Estate, Bhubaneswar
39. College of Engineering Bhubaneswar
Mr. Niladri Bihar Ray
Phone No. - 0674-2740133
Plot No. – 1 (A), Sector-B
Patia, Bhubaneswar

40. Central Institute for Fresh water Aquaculture

Mr. Nagen Barik
Mob. No. – 943838516
Balakati, Puri Road

41. Ruchi Agro Cooling Pvt. Ltd.

Mr. Ramakanta Panigrahi
Plot No. – B/20,
Chandaka Industrial Estate, Bhubaneswar

42. Himalayan Institute of Management & technology

Mr. Ashok Ku. Sarangi
Mob. No. - 9437072215
Phone No. - 0674-2725676
Plot No. – B/49, Chandaka Industrial Estate, Bhubaneswar

43. Utkal Feeds Pvt. Ltd.

Phone No.-0674-2587632/2587507
Sector - A, Zone - D
Mancheswar Industrial Estate, Bhubaneswar

44. IMAGE
Mr. Manoranjan Sahoo
Mob. No. - 9437035649
Phone No.-0674-2588753/2583053
Mancheswar Industrial Estate, Bhubaneswar

45. Triveni Academy

Mrs. Madhumita Dash,
Mob. No. – 9938208008/9861329900
Plot No. – 62D/63, Ganga Nagar,
~ 61 ~
Bhubaneswar

Annexure – 3
Bibliography

~ 62 ~
 Bibliography

[1] Philip Kotler “Marketing Management” 11th edition, Pearson edition,

Delhi

[2] J. E. McCarthy, Basic Marketing: A Managerial Approach. Homewood

[3] V. S. Ramaswamy, S. Namakumari, 2nd edition Marketing

Management

[4] Referred Websites:

• www.google.com
• www.wikipedia.com
• www.macrosoftassociates.ws
• www.marketresearch.com
• www.freeessays.cc

~ 63 ~