A PROJECT REPORT

ON

Target

Submitted to
PUNJABI UNIVERSITY, PATIALA

Submitted in
the partial fulfillment of the Degree requirement towards the
MASTERS OF BUSINESS ADMINISTRATION(MBA)

Submitted By: Submitted To:

Navjot Kaur Rana Mr.Jitender Kashap
Roll no. 1801 Director of TCG
2nd semister

SESSION (2010-2011)
THE CORPORATE GURUS
 ACKNOWLEDAGEMENT
I feel overwhelmed and express, beyond words, my heart gives thanks to
the people who have helped me to complete my project. The employee of
the factory and the member of the senior management of the Lotus Bawa
were guiding factors without whose help it would have been impossible
for me to do this project in detail.

I express my sentiments of gratitude and indebtedness to

honorable Mr.Jitender Kashyap, Assistant Marketing Manager, Lotus
Bawa, Jalandhar, who gave me an opportunity to get training in their
organization.I am also thankful to the other marketing department
employees, who spread their precious for giving their vast knowledge.

I am also my sincere gratitude to Dr Anupama Bains (Director) of

THE CORPORATE GURUS,BANUR, for their guidance and inspiration,
which served to be the sheet anchor in preparing this report.

Last but not the least, great thanks to my parents for helping
me round the clock, which have been a great encouragement for me.

Navjot Kaur
PREFACE
CHAPTER – I : COMPANY PROFILE

Introduction
Today leather through its many uses has become one of the most essential
commodity for men. It is a product may be stabilization of proteins in
animals skins. The leather industry comprising production of finish
leather, which is further used to manufacture leather products like shoe
uppers, belts, leather bags. It is certainty very important part of our life.
The leather are durable and confertable and fashionable too.

Leather is a product made by stabilization of protein in

animal skin. The conversation of raw hides or skins in to proper leather
involves a great many mechanical chemical operations. The place where
all these process are carried out is called Tannery. Tannery is a complex
phenomenon in which chemical, physical, and biological principle are
involved.

Leather is very important part of production. The practice

of leather manufacturing varies, consideration from tannery to tannery
and from region to region so, there is no single universally applied
process. Leather making is an art and science incident times, leather
products are being manufactured. Today several cottages, small –scale
units spread throughout the country, make3 footwear to meet the demand.
In addition in organization sector many companies like Bata, Corona,
Liberty manufacture, procure and sell footwear through their own
network of retail outlet. At present rapidly changing and competitive
leather industry going towards 21st century. For the age’s leather and its
quality remain ignorant part of this industry. But now with the
recognition of progressiveness and success in leather industry due
importance has given to it.
 CHAPTER-2

COMPANY PROFILE
 Mission Statement

“Bawa Group is dedicated to become one of the leading manufacture

of shoes upper and soles”

“we strive to be best in every respect of our business and our organization
toward the society. Our main aim remains toward customer satisfaction
by supplying right quality products every time and adhering strictly to the
delivery schedule.”

HISTORY OF THE COMPANY

BAWA GR OUP was established in 1951. It started
as small venture in tannery and has since grown and
diversified into Leather Tanneries, Soles, Heels,
Uppers, Complete shoe making, garden gloves and
industrial tool kits.
BAWA ATAMJIT SINGH is the Managing Director and is from 3rd
generation in the family business. His sons BAWA SIMERJIT SINGH
and BAWA SUKHDEEP SINGH are being groomed to take over the
family business in future.
COLLABORATIONS

1) WITH LOTUS OF ENGLAND- In July 1994, SARUP

TANNERIES LIMITED signed an agreement with Lotus limited of
England where Lotus will carry on the business of manufacture as
well as distribution of footwear and SARUP TANNERIES
LIMITED will acquire the rights of footwear which are of Lotus
manufacture. Upon the commencement of the agreement SARUP
TANNERIES LIMITED entered the domestic market under the
brand name of LOTUS BAWA. This is a buy back agreement.
2) WITH DUBARRY OF IRELAND- In 1995, the technical
collaboration with Dubarry of Ireland was implemented for the
manufacture of the complete shoes for men and women. SARUP
TANNERIES LIMITED also obtained rights to distribute their
products in domestic Market.
3) WITH REEBOK OF U.S.A- In 1996, SARUP TANNERIES
LIMITED signed an agreement with Reebok for manufacture of
soles but later they started manufacturing the complete shoes for
Reebok upon the design given to it. This is a buy back agreement
 where the Reebok buys back the entire produce, produced for it
under the guidelines.

COMPOSITION
Bawa group comprises of two companies with its Head Office at
Ramdaspura, Nakodar Road, Jalandhar, as under:

(a) Bawa Skin Company

(b) Sarup Tanneries Limited

1. BAWA SKIN COMPANY

It was established in 1956. It started its business with export of Raw
skins. Subsequently, it started making finished leather for export to
leading shoe manufacturers in U.K. and Europe. Later on, the company
diversified to manufacture of shoe uppers also. The company has two
units:
a)Bawa Skin Co. Unit-I
b)Bawa Skin Co. Unit-II

a)Bawa Skin Co. Unit-I

It is located at Nakodar Road, Jalandhar. This unit is making shoe
uppers for exports mainly to countries like England, Germany and
others. This unit has a work force of 360 workers and makes
500,000 pairs of shoe upper in a year.
(b) Bawa Skin Co. Unit-II
This unit is leather Tannery which is located at leather complex,
Jalandhar and is producing half a million square feet of leather every
month for supplying to their other units. It has a work force of 130
 workers. They are exporting leather to China, Hongkong, Portugal
and Germany. The new tannery at leather complex, Jalandhar was
established 4 years back with most modern and high quality
machinery, which is capable of handling large sized hides. Most of
the machines are from Germany and Italy, which can handle up to 40
square feet hides. Because of strong tannery background and modern
machinery, they were enabled to reduce the manpower in tannery by
50%. Considering the layout and types of machines that they have
installed, the tannery produced by them is best in India. Their
strength is in Cow and Buff hides. They have also developed water
proof leather in their tannery.

2. SARUP TANNERIES LIMITED

It was established in 1979 as a private limited company, which was
later on registered as public limited company. It consists of two units
which are as under:

(a) Sarup tanneries Ltd. Unit-I

(b) Sarup Tanneries Ltd. Unit-II

(A) SARUP TANNERIES LTD. UNIT-I

It is located at Nakodar Road, Jalandhar and has two sub-units as
under:

(i) Sub Unit-A

It is making shoe uppers mainly for export to England, U.S.A., Italy
and Germany. It has a capacity to make approximately 400,000 pairs
in a year. It employs about 340 workers.
 (ii) Sub Unit-B
It is a complete sport shoes making unit. It has a capacity of making
200,000 pairs in a year for Reebok and Nike. It employs 145
workers.

(B) SARUP TANNERIES LTD. UNIT-II

It is located at Leather Complex, Jalandhar and consists of Sole Plants,
Upper Sections and Complete Shoe Plant both for ladies and gents. It
makes soles, heels of Leather, PVC and TPR, Shoe Uppers and
complete shoes for ladies and gents. It has a capacity of making
approximately 5,00,000 pairs in a year of complete shoes. It employs a
work force of 300 workers. In addition to exporting to U.K., Germany
and Ireland, it is also catering for domestic market with brand name
LOTUS BAWA. It has a large variety of models which are very
popular. For marketing their brand in India, they had started with
network of distributors to cover all important regions of the country.
They have 23 distributors covering almost all states of India and
selling through 1200 general shoe shops. This year they have adopted
the concept of franchises exclusive stores and have already established
25 such stores. 11 more are in process of being set up. They have
planned to add about the same number every year for the next three
years.

Group Philosophy
 Bawa Group is dedicated to become one of the leading
manufacturers of leather shoe upper and complete shoes. It
strives to be the best in every aspect of their obligations towards
the society. Their main aim remains to be customer’s
satisfaction, by supplying right quality product every time and
adhering strictly to the delivery schedule.
Quality:
The group lays lot of emphasis in quality, which is not
compromised under any circumstance. To ensure this several
checks have been laid down right from raw to finished products.
Liboratory:
The tannery has its own laboratory to ensure that
correct type of leather is made for use by the shoe units. The
group has Satra membership, which keeps the group abreast
with latest show manufacturing technology. Leather testing
machinery has also been imported from Satra.

These machine are periodically calibrated to ensure accuracy

and consistency in results.

ISO-2002 certification:
Sarup Tanneries Ltd. As also been awarded
ISO-2002 certification by underwriter laboratories, New York.

Welfare of the workers:

 These believe in maintaining harmonious
relation between the management and workers. A number of
measures have been adopted to ensure healthy and safe working
conditions. Bawa Skin Co. and Sarup Tanneries Ltd. Have been
winning Industry Safety Award from Punjab Industrial Safety
Council. for last number of years.

a) There is many workers who have been serving in the

group for then 25 years. These workers have been honored
by providing them two wheeler transports from the
company simultaneously.
b) Clean, well- lighted and well-ventilated place of worker
has been provided.
c) Preventive medicines are provided to all the worker from
time to time against disease like malaria, cholera and
anthrax. In addition, lecture are organized to create
awareness about aids and population control. In pursuance
of the national policy on population control. In pursuance
of the nation policy on population control, the company
gives family planning incentive to those who follow the
small family norms.
d) Company has a family doctor for immediate medical aid in
addition to first aid facility provided in working sheds. All
worker are covered under Employees State Insurance
Scheme.
Service to society:
In addition to generating jobs and providing
livelihood to the people the management believe in providing
service to society such as:
a) Amarpuri Public School- The school is being run at Sri
Goindwal Sahib, which is backward area in Punjab. It is
affiliated to the Central Board Education and caters of
education from rural area. It has more than 1000 student
from all section of society.
b) Bibi Bhani Modern School: this school again organized in
goindwal sahib and primarily cater for education for poor
class children of that area. Only very nominal fee is being
charged. It has about 500 student. Recognizing these
services the first lady of India had given the Mahila
Shromani Award in 1992, for uplifting of education of
female children.

Children Park
A children park name Niku Park is being run in calendar for
the amusement of the children. A number of games and
fountains have been provided for the children.

Pingla Ghar:
A home for the homeless is being run for the
cause of the suffering humanity. Bawa Sarup Singh, established
the institution in 1951. There are about 400 inmates mostly
disabled, crippled, aged and homeless whom the institute is
looking for. They provide dry ration and clothes etc. to about
100 widows from cutside. Those who recover from medical
treatment are provided useful employment.
Even marriage are arranged amongst marriageable couple.
The institution was awarded national award by the president of
India in 1982 for doing outstanding work in employing
handicapped persons. Because of the old age of Bawa Sarup
Singh had receive the award while sitting in the wheel chair.
The president of India Sh. Neelam Sanjiva Reddy, while
presenting the award remarked.

“Look at the great man who served crippled mankind foe whole
life and today he is himself crippled and comes on a
wheelchair.”
 Spread of Bawa Group of companies

Sarup Sarup Sarup Sarup

Tanneries Tanneries Tanneries Sarup Tanneries
Ltd (i-iii) Ltd. (ii) Ltd. (iv) Tanneries Ltd.(vi)
Ramdaspura, leather Dherowal, Ltd. Agra, (UP).
Jalandhar. complex Nalagarh (v)Taliwal,
Jalandhar (HP). Una (HP).

1956 1979 1995 1995 1980

Head Office
Jalander

Organizational Structure
An organization may be defined as the framework, which
establishes relationships between people, duties and physical
resources enterprise in order to attain the predetermined goals.

Organization as structure

The organization structure represents jobs position the tasks

assigned and the authority relationship between the various
position. Similarly the organization structure of Bawa Skin
Company consist of interpersonal relationships of various job
positions and defining their authority and responsibility. The
organization structure in an enterprise is designed first of all
because it is necessary for determining the channel of
communication and for flow of authority.
The shape of organization
structure of BSC is like pyramid, it is narrow at the top and
abroad at the bottom.

B S Co. aims at delegation of authority and also it aims at

maintaining of a balance Centralization and Decentralization
concept.
 According to Henry Fayol “ Everything that goes to increase
the important of subordinate, is decentralization everything
which goes to reduce it is centralization.”

Here we see the organization structure of Bawa Skin Company.

Organization Structure of Bawa Skin Company

Factory Survey
1) Factory workforce:
a) Total factory workforce 738
b) Women worker 200
c) Men worker 538

2) Age of the youngest worker: 18yrs.

3) Working hours:
a) Per day 8hrs.
b) Per week 48hrs.

4) Wages:
Lowest wages of skilled workers
a) (handy) 3996 Rs. per month
Stitching 3740 Rs. per month
b) Training of wags of unskilled workers - 3554 Rs. per
month
c) Overtime rates 3554 Rs. per month
5) Safety and health
a) Medical facility
• Doctor
• Nurses
• Dispensary
• ESI
 b) Supervisors/ line workers trained in:
• First aid facility
• Use of fire extinguishers

6) Unionization:
• Recognized union in factory- Bhartiya Mazdoor
Sangh

Research Methodology
 Sources of data
Primary Sources:
Regular visit to factory were made to obtain the
required data & learn about the structure of the company as well
as the routine work by silent observations.

Secondary Sources:
Many books especially written on the
marketing function were referred to more about the topic. Other
then these are several other books as are-
• Magazines
• Company profile
• Journal
• Memorandum of association

Objective of Study
 CHAPTER – II :
INTRODUCTION OF
MARKETING
 INTRODUCTION TO MARKETING
Marketing
Marketing is the process by which companies create
customer interest in products or services. It generates the
strategy that underlies sales techniques, business
communication, and business development. It is an
integrated process through which companies build
strong customer relationships and create value for their
customers and for themselves.

Marketing is used to identify the customer, to keep

the customer, and to satisfy the customer. With the
customer as the focus of its activities, it can be concluded
that marketing management is one of the major
components of business management. Marketing evolved
to meet the stasis in developing new markets caused
by mature markets and over capacities in the last 2-3
centuries. The adoption of marketing strategies requires
businesses to shift their focus from production to the
perceived needs and wants of their customers as the
means of staying profitable.
The term marketing concept holds that achieving
organizational goals depends on knowing the needs and
wants of target markets and delivering the desired
satisfactions. It proposes that in order to satisfy its
organizational objectives, an organization should
anticipate the needs and wants of consumers and satisfy
these more effectively than competitors.
Definition of marketing:

Philp Kotler
Chartered Institute of
management
The management process responsible for Satisfying needs and wants
Identifying, anticipating and satisfying through an exchange process
customer requirement profitability
Learnmarketing.
net

Marketing is not about providing

The common theme is meeting
need and providing benefits.
Products or services. It is
essentially about providing
changing benefits to the changing
need and demands of the
customer .

Philip Kotler defines marketing as 'satisfying needs and wants through

an exchange process'
Marketing is defined by the American Marketing Association
(AMA) as "the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings that
have value for customers, clients, partners, and society at
large."[3] The term developed from the original meaning which
referred literally to going to a market to buy or sell goods or
services.
Marketing is a subject in which there can be many experts; therefore there can be many
elements to a firm's marketing philosophy. It is not so much the individual philosophy or the
number of elements that it contains that is important, rather it is that there is a marketing
philosophy, that the philosophy holds customer satisfaction as its main thrust, that it contains
a plan, and that the plan contains a means for implementation.

Keep in mind what it is we're in business to do. Create jobs? Earn profits? You bet. But it
doesn't start there. It starts with the customer and our ability to understand his needs and
satisfy his wants. The entire company must be viewed as a customer creating and customer
satisfying endeavor. We are really in the business of creating customers, and it is marketing
that must accurately define what the customer needs.

When we speak of the concept of marketing, we are speaking of an attitude - a philosophy

and a way of doing business. The company's state of mind in dealing with the customer must
declare that the customer is KING! This concept must permeate the entire organization - from
the CEO to the newest hourly employee. All functions are aimed at meeting the needs of the
customer. Our activities must be viewed as customer-satisfying processes, not casting-
producing processes. Our thoughts must begin with the customer's needs in mind, not with
our own need to ship castings.

A firm can have a top-notch sales VP, a top-notch sales department and an elaborate
marketing plan. But, if they are all focused on what manufacturing wants to make, rather than
what the customer wants to buy, it will all go for naught. In summarizing the marketing
concept, Peter Drucker said, "It is the entire business from the point of view of the customer."

When trying to mold your firm's marketing philosophy, keep in mind three points that can be
considered the heart of any marketing philosophy:

1. There can be no sellers without buyers.

2. Getting - and keeping - customers comes before anything else.

3. Stay close to the customer. Understand and satisfy his needs and anticipate his future
wants.

Marketing Sale

Works to increase current volume and Works to increase profitability through

meet current sales quotas. appropriate volumes, products and
 customer mixes.
Interacts with the individual Is focused on developing
customer to focus on factors strategies for the optimum mix
relating to current events. of product and markets.

Is focused on short-term concerns Is concerned with long-term

relating to today's products,
today's customers and today's
strategies.
Is a tactical function, using its
skill and methods to gain
immediate results as called
for by a plan.
issues that shape the business
5-10 years down the road - the
dreaming of what could be.
Is a strategic focus, using
planning and direction for the
big picture.

Consists of work in the field, Consists of office work,

calling on customers. research, and developing plans
and methods of implementation.

The 4 Ps—product, place (distribution), promotion, and price—represent the

variables that are within the control of the firm (at least in the medium to
long run). In contrast, the firm is faced with uncertainty from the
environment.

Product

Solution

Promotion
Information

Price Value

Placement Access
If any of the 4Ps had a problem or were not there in the marketing factor of the business, the
business could be in trouble and so other companies may appear in the surroundings of the
company, so the consumer demand on its products will become less
Organizational orientation:

In this sense, a company marketing department is often seen as of prime importance within
the functional level of an organization. Information from an organization's marketing
department would be used to guide the actions of other departments within the company. As
an example, a marketing department could ascertain (via marketing research) that consumers
desired a new type of product, or a new usage for an existing product. With this in mind, the
marketing department would inform the R&D department to create a prototype of a
product/service based on consumers' new desires.

The production department would then start to manufacture the product, while the marketing
department would focus on the promotion, distribution, pricing, etc. of the product.
Additionally, a firm's finance department would be consulted, with respect to securing
appropriate funding for the development, production and promotion of the product.

The Marketing Environment

Marketers need to build good relationship with customers and Others in the
company as well as with the external partners. To have a grip over these there
should be a proper understanding of the surrounding network and Its Influences.
A Company's Marketing Environment depends upon the factors and forces outside
marketing , which affects the Marketing Capabilities of the management to build
good relationship with the target customer. So all the successful companies watch
the present environment and adapt themselves with the change of environment.
So "Marketing Environment can be defined as forces outside marketing that affect
marketing managements ability to build and Maintain Successful relationships
with target Customer."

As it is the time of Globalization , The environment is changing rapidly . It

becomes a problem for the marketers to keep a track on the trend and
Opportunity. So to know more about Marketing environment companies think in
two ways , Marketing Intelligence and Marketing Research to collect the
information about themselves as well as Competitors and Suppliers, So that they
can analyse the challenges and Opportunities of the market.
Marketing Environment is generally divided in two ways :
1. Macro Environment
2. Micro Environment.

1. Micro Environment:
This environment mainly consists of the factors which are clearly related to
the company's environment . " The actors or forces close to the company
that affects its ability to reach the Target Customer" is the Micro
Environment. It Includes 1. The Company 2. Suppliers 3. Marketing
Intermediaries 4. Customers 5. Competitors 6. Publics.

So to start with The company , It includes all the departments of a

company to check their internal abilities and wrongs . And to find out the
internal challenges of company which mainly effects the Marketing
Environment .

2. Suppliers: The Most Important thing that the company should take
care of , Because Supply Availability - Supply Shortages or delays , Labor
strikes and events can cost sales in the short run and damage customer
satisfaction in the long run. So it is always advised to take care of this
environment.

3. Marketing Intermediaries: marketing Intermediaries are the channel

partners, Distributors and Marketing Service Agencies which help the
company to promote , sell and distribute its goods. So to reach the
customers these are the important players in the market, So these people
affect a lot on the Marketing Environment.

4. Customers: The King of the market, The whole business game is

depended upon the Customer . There a lot of work is needed from the
companies to meet the expectations of the customers. The Change in the
customers Taste will affect a lot on the Marketing Environment Of the
Company.

5. Competitors: The whole thing of a company should look while in the

market is the Competitive analysis , which helps the company to reach the
customer in time and with their expectations . There should be a proper
strategy from the companies to grab the market prior to the Competitor.
Because of this there will be a lot of affect in the marketing Environment.

6. Publics: "Any group that has an actual and potential interest in or

impact on an organizations ability to achieve its objectives." It includes 1.
Financial Public , Such as Banks ,Investment houses and stockholders
which influences the fund management of a company. 2. media Public ,
which carries the news, information , features and editorial opinions. Apart
from these it includes , Government Public, Citizen - Action Public, Local
Publics, General Publics, Internal Publics.

2. Macro Environment: The Largest Societal Factors that affect the Micro
Environment . It Consists of Demographic, Economic Natural,
Technological, Political and Cultural Forces.

Demographic: It is the study of human populations in terms of size

,Density,Location,age , Gender, race ,Occupation, and other statistics.

Economic Natural: It is the factors that affect the consumers buying

power and Spending patterns . Because of which we can say that there will
 be a profit in the business or not. If the customers spends more then only
there will be a good sale.

Technological : Factors That Create new technologies , Creating New

product and Market Opportunities. So for every reason that Marketers
should take care of this , as every company should be update of the new
product and Technology , Otherwise the competitors can grab the market.

Political and Cultural : The political Forces can be Laws, Government

agencies, and pressure groups that influence and limit various
organizations and individuals in a given society. And the Cultural Forces
can be defined as the Institutions and other forces that affect society's
basic values, perceptions, preferences, and behaviors.

Marketing research

Marketing research is the systematic gathering, recording, and analysis of data about
issues relating to marketing products and services. The term is commonly
interchanged with market research; however, expert practitioners may wish to draw
a distinction, in that market research is concerned specifically with markets, while
marketing research is concerned specifically about marketing processes.

Marketing research is often partitioned into two sets of categorical pairs, either by
target market:

• Consumer marketing research, and

• Business-to-business (B2B) marketing research

Or, alternatively, by methodological approach:

• Qualitative marketing research, and

• Quantitative marketing research
Consumer marketing research is a form of applied sociology that concentrates on
understanding the preferences, attitudes, and behaviors of consumers in a market-
based economy, and it aims to understand the effects and comparative success of
marketing campaigns.

Thus, marketing research may also be described as the systematic and objective
identification, collection, analysis, and dissemination of information for the purpose
of assisting management in decision making related to the identification and solution
of problems and opportunities in marketing. The goal of marketing research is to
identify and assess how changing elements of the marketing mix impacts customer
behavior.

Role of marketing research (MR)

The task of marketing research is to provide management with relevant, accurate,

reliable, valid, and current information. Competitive marketing environment and the
ever-increasing costs attributed to poor decision making require that marketing
research provide sound information. Sound decisions are not based on gut feeling,
intuition, or even pure judgment.

Marketing managers make numerous strategic and tactical decisions in the process of
identifying and satisfying customer needs. They make decisions about potential
opportunities, target market selection, market segmentation, planning and
implementing marketing programs, marketing performance, and control. These
decisions are complicated by interactions between the controllable marketing
variables of product, pricing, promotion, and distribution. Further complications are
added by uncontrollable environmental factors such as general economic conditions,
technology, public policies and laws, political environment, competition, and social
and cultural changes. Another factor in this mix is the complexity of consumers.
Marketing research helps the marketing manager link the marketing variables with the
environment and the consumers. It helps remove some of the uncertainty by providing
relevant information about the marketing variables, environment, and consumers. In
the absence of relevant information, consumers' response to marketing programs
cannot be predicted reliably or accurately. Ongoing marketing research programs
provide information on controllable and non-controllable factors and consumers; this
information enhances the effectiveness of decisions made by marketing managers.

Traditionally, marketing researchers were responsible for providing the relevant

information and marketing decisions were made by the managers. However, the roles
are changing and marketing researchers are becoming more involved in decision
making, whereas marketing managers are becoming more involved with research. The
role of marketing research in managerial decision making is explained further using
the framework of the "DECIDE" model:

D
Define the marketing problem
E
Enumerate the controllable and uncontrollable decision factors
C
Collect relevant information
I
Identify the best alternative
D
Develop and implement a marketing plan
E
Evaluate the decision and the decision process

The DECIDE model conceptualizes managerial decision making as a series of six

steps. The decision process begins by precisely defining the problem or opportunity,
along with the objectives and constraints.[ Next, the possible decision factors that
make up the alternative courses of action (controllable factors) and uncertainties
(uncontrollable factors) are enumerated. Then, relevant information on the
alternatives and possible outcomes is collected. The next step is to select the best
alternative based on chosen criteria or measures of success. Then a detailed plan to
implement the alternative selected is developed and put into effect. Last, the outcome
of the decision and the decision process itself are evaluated.

Marketing research process

Marketing research process is a set of six steps which defines the tasks to be
accomplished in conducting a marketing research study. These include problem
definition, developing an approach to problem, research design formulation, field
work, data preparation and analysis, and report generation and presentation.

Step 1: Problem Definition

The first step in any marketing research project is to define the problem. In defining
the problem, the researcher should take into account the purpose of the study, the
relevant background information, what information is needed, and how it will be used
in decision making. Problem definition involves discussion with the decision makers,
interviews with industry experts, analysis of secondary data, and, perhaps, some
qualitative research, such as focus groups. Once the problem has been precisely
defined, the research can be designed and conducted properly.[2]

Step 2: Development of an Approach to the Problem

Development of an approach to the problem includes formulating an objective or

theoretical framework, analytical models, research questions, hypotheses, and
identifying characteristics or factors that can influence the research design. This
process is guided by discussions with management and industry experts, case studies
and simulations, analysis of secondary data, qualitative research and pragmatic
considerations. [2]

'Step 3: Research Design Formulation'

A research design is a framework or blueprint for conducting the marketing research

project. It details the procedures necessary for obtaining the required information, and
its purpose is to design a study that will test the hypotheses of interest, determine
possible answers to the research questions, and provide the information needed for
decision making. Conducting exploratory research, precisely defining the variables,
and designing appropriate scales to measure them are also a part of the research
design. The issue of how the data should be obtained from the respondents (for
example, by conducting a survey or an experiment) must be addressed. It is also
necessary to design a questionnaire and a sampling plan to select respondents for the
study.

More formally, formulating the research design involves the following steps:

1. Secondary data analysis

2. Qualitative research
3. Methods of collecting quantitative data (survey, observation, and
experimentation)
4. Definition of the information needed
5. Measurement and scaling procedures
6. Questionnaire design
7. Sampling process and sample size
8. Plan of data analysis

Step 4: Field Work or Data Collection

Data collection involves a field force or staff that operates either in the field, as in the
case of personal interviewing (in-home, mall intercept, or computer-assisted personal
interviewing), from an office by telephone (telephone or computer-assisted telephone
interviewing), or through mail (traditional mail and mail panel surveys with
prerecruited households). Proper selection, training, supervision, and evaluation of the
field force helps minimize data-collection errors.

Step 5: Data Preparation and Analysis

Data preparation includes the editing, coding, transcription, and verification of data.
Each questionnaire or observation form is inspected, or edited, and, if necessary,
corrected. Number or letter codes are assigned to represent each response to each
question in the questionnaire. The data from the questionnaires are transcribed or key-
punched on to magnetic tape, or disks or input directly into the computer. Verification
ensures that the data from the original questionnaires have been accurately
transcribed, while data analysis, guided by the plan of data analysis, gives meaning to
the data that have been collected. Univariate techniques are used for analyzing data
when there is a single measurement of each element or unit in the sample, or, if there
are several measurements of each element, each RCH variable is analyzed in
isolation. On the other hand, multivariate techniques are used for analyzing data when
there are two or more measurements on each element and the variables are analyzed
simultaneously.

Step 6: Report Preparation and Presentation

The entire project should be documented in a written report which addresses the
specific research questions identified, describes the approach, the research design,
data collection, and data analysis procedures adopted, and presents the results and the
major findings. The findings should be presented in a comprehensible format so that
they can be readily used in the decision making process. In addition, an oral
presentation should be made to management using tables, figures, and graphs to
enhance clarity and impact.

For these reasons, interviews with experts are more useful in conducting marketing
research for industrial firms and for products of a technical nature, where it is
relatively easy to identify and approach the experts. This method is also helpful in
situations where little information is available from other sources, as in the case of
radically new products.
 CHAPTER – III :
OBJECTIVES OF THE STUDY
 OBJECTIVE OF STUDY

During the training period in the LOTUS BAWA Ltd. I have studied the
organizational structure and the present system of marketing structure of
LOTUS BAWA The purpose behind this studies the practical knowledge
about the method of advertisement. I have tried to spot the weakness in
the advertisement techniques. A detail study with below mentioned
objective has been undertaken: -

1. To know about the history of the organization, its structure and

functioning of LOTUS BAWA
2. To know theoretical profile and conceptual framework of
Standards.
2. To know the advertising policy of LOTUS BAWA.
3. To know the medias of advertisement adopted by LOTUS BAWA.
5. To analyze existing system and various observation and suggestion
provided to the LOTUS BAWA
CHAPTER – IV :
RESEARCH
METHODOLOGY
 RESEARCH METHODOLOGY

This project is based on information collected from both primary and

secondary data. The data has been used to cover various aspects of
advertisement and sales promotion activities being undertaken by the
organization under the study.

COLLECTION OF DATA

Primary Source Secondary Source

Personal Questionnaire Company Books

Primary Source
 Personal Interviews: regular visits to the company were made to

obtain the structure of the organization and routine working of the

industry. Interviews were sought with the management officials and
the staff of the company’ s marketing and sales department.
 Questionnaires: questionnaires contain the list of question relating to

the influence of advertising and sales promotion techniques on the

customer of LOTUS BAWA
Website of the company i.e.
www.lotus-bawa.com also gave useful information to complete the
project.
Secondary sources
 Company registers: Marketing Manager, Distribution Manager and

Sales Manager provide sufficient information related to the various

advertising medias, exhibitions, shows, trade fairs organized by the
company from the registers maintain by the company.
 Books: Book provided by the company’s library as well as college

library helps a lot in gathering the information.

 LIMITATIONS OF STUDY

1. Though every care was taken to maintain object, yet the prejudice
in response cannot be ruled out.

2. Limited time and limited funds made the detailed study a bit
difficult.
3.
4. As the collection of data in a big concern is always time
consuming and I had to complete all this to in a very short period
of time as my study was for only few weeks time.

Period of Study :
20th June 2007 to 03rd August 2007.

Research Doing :
The data has been analyzed in the form of bar graphs and pie graphs.
 CHAPTER – V :
DATA ANALYSIS AND ITS
INTERPRETATION
 DATA ANALYSIS AND ITS INTERPRETATION

Ques 1 How many courses are you providing to you providing to your

students?
Table 5.1

1-2 10%
3-4 40%
Above 5 50%

INTERPRETATION

In order to calculate through information which we got through

telephone interview. got a questionnaire form filled from 30 valued
customers. And all of then well aware about the products of LOTUS
BAWA.

Ques. 2. Can you tell me when your session start?

Table 5.2

August
Janvery
September
After 6 month
 23%
30%

47%

Advertisement Dealer Frie nds

INTERPRETATION

The analysis shows that majority of the customers got information about
the products of LOTUS BAWA from their Dealer 23 % of customers got
information through advertisement and 47 % and 30 % of customers get
information through friends respectively.

Ques 3.What is the `student strength of your Institute

Table 5.3

Student strength Percentage (%)

Below to 100
Below to 200
Below to 500
Below to1ooo
Above to 1000 3
 3%
13%
27%
Excellent
Very good
Good
Fair
10% Poor
47%

INTERPRETATION

The analysis of the quality policy shows that majority of their customers
rated the quality of their products to be good and only a nominal of them
were unsatisfied with their quality performance 27 % of the customers
ranked it as excellent 10 % customers are very much satisfied towards
quality and ranked it as very good. 47 % of customers ranked it as good
13 % of customers ranked it as fair and only 3 % of customers are not
satisfied with the quality policy and ranked it poor.

Ques 4. Is there any dress code for student or not?

Yes  No 

INTERPRETATION

The analysis of this parameter shows that almost half the customer were
satisfied regarding the delivery aspects and other half were not satisfied
with the delivery facilities provided by LOTUS BAWA 7 % of the
customers ranked as excellent 7 % customers are very much satisfied
towards quality and ranked as good. 30 % of customers ranked as fair 20
% of customers are not satisfied with the delivery parameter and ranked
as poor.
Ques 5 Are providing dress and shoes to your student?
Yes  No Only clothes 

30% 20

50

Advertisement Dealer Friends

INTERPRETATION

This analysis of price policy shows that most of the customer responded
the pricing policy of the concern to be fair and 13 % of the customer
ranked as excellent 7 % customer are very much satisfied towards price
and ranked are very good. 13 % of customer ranked as good 47 % of
customer ranked as fair 20 % of customer are not satisfied with the price
policy and ranked as poor.

Ques 6. .Which design of formal shoes would you prefer to your student ?

Oxford  Any type of leather shoes 

Table 5.6
 3% 13%
23%
14% Excellent
Very good
Good
Fair
Poor
47%

INTERPRETATION

The analysis of this parameter shows that the majority of the customer
fovoured the response criteria of the concern to be good only a few ones
were unsatisfied, 13 % of the customers ranked as excellent 14 %
customers are very much satisfied towards response and ranked as very
good 47 % of customers ranked as good. 23 % of customers ranked as
fair 3 % of customers are not satisfied with the response parameter and
ranked as poor.

If any colleges or institutes is providing formal shoes to your student

then.

Ques 7.Which brand shoes you are providing to your student ?

Bata Mouchi 
Other  
 Table 5.7

Quality 40 %
Delivery 13 %
Price 17 %
Response 30 %

30%
Quality
40%
Delivery
Price
Response

17%
13%

INTERPRETATION

Majority of the customers prefer the products of LOTUS BAWA because

of good quality of the products but pricing policy needs some
modification. 40 % of the customer prefer LOTUS BAWA products
because of high quality 13 % prefer due to price 17% due to easy
adaptability and 30 % due to previous usages.

Ques 8. Ques 8. Through which channel are you purchasing ?

Discount  Friendly 
Convenient  Other 
For how long you have been using the products of LOTUS BAWA?

Table 5.8

Less than 6 months 23 %

6 months to 1 year 20 %
1 year to 2 years 17 %
2 years to 3 years 17 %
Above 3 years 23 %

23% 23%
Less than 6 months
6 months to 1 year
1 year to 2 years
2 years to 3 years
17% 20% Above 3 years
17%

INTERPRETATION

23 % of customer are using the products of LOTUS BAWA for less than
6 months. 20 % for 6 months to 1 year 17 % are using the products of
LOTUS BAWA for 1 year to 2 years. 17 % from 2 to 3 years and 23 % of
them are using the products for above 3 years due to trust in quality.

Ques 9 What is your expected price of formal shoe.

 1000  1000-1500 1500- 2000

Do you wish to buy the product of LOTUS BAWA in future?

Table 5.9

Yes 44 %
No 33 %
Cant’ say 23 %

23%

44% Yes
No
Cant’ say

33%

INTERPRETATION

Majority of the customer prefer to buy the product of LOTUS BAWA in

future 44 % of the customer would like to buy the product of LOTUS
BAWA in future 33 % of the customer would no like to buy the products
of LOTUS BAWA in future due to certain reasons. 23 % of the customer
are not sure whether they will purchase products of LOTUS BAWA in
future or not.
 CHAPTER – VI:
FINDINGS OF THE STUDY
 FINDINGS

The observation of this study made on advertisement and sales promotion

policy are as follows:

1. LOTUS BAWA. is trying to involve or adopt new schemes to promote

sales.

2. Sales policy and discount structure as sales promotion techniques is

formulated by taking into account competitor’s sales policy.

3. Proper marketing setup like sales executive and filed staff has smooth
relations with authorized dealers and generate new business.

4. Special attention is given to attend the complaints from the customers

of authorized dealers by providing them with reliable after sales
service.

5. The placement of goods by company is also speedy.

6. Strictly quality control consists consumer service also promotion

sales.

7. While managing advertisement campaigns, the LOTUS BAWA keep a

regular watch on activities of competitors so that their sales are not
affected at all.

8. The company has increased its advertisement cost to increase its sales
and to make aware the people about the LOTUS BAWA product.

9. With the following of cutting of its expenses the company may have
effected its sales and profits
 SUGGESTIONS

LOTUS BAWA is very good, big and successful company. It is

progressing by leaps and bounds. Its turnover increase year by year which
results in strengths, its turnover increase year by year which results in
strengths, its hard working people, strict quality control, clear objective
and continue product improvement.

From survey it has become clear that there are some problems
which can be handled easily, if a little bit of care is taken.

Certain suggestion and recommendations which might be useful in

order to promote the sales.

1. The suggestion of the people which they gave us during survey should
be think, analyses and implemented properly.

2. Proper eye should be kept on the authorized dealers and also on their
preference for selling the product.

3. Some schemes for ads should be introduced so that they can prefer
LOTUS BAWA product. They must aware about the quality of the
product.

4. After sales service should not be delayed.

5. The transportation of goods not be delayed. As a customer will get

agitated and will not do the mistake of ordering again. Timely supply
is necessary for retaining customer because where comparisons takes
place then at that time consumers will differentiate even a single point
also.

6. Company should adopt the policy lowering the price of their product.

7. There should be regular follow up of permanent customer. Timely

reply should be given to the enquires and customers complaints.
8. Company should conduct meetings in the backward areas where the
most of the people are unaware.

9. From the survey it has analyzed that the areas which needs a lot of
awareness regarding the LOTUS BAWA’s products. Most of the
people have listened about the LOTUS BAWA name. So it is
suggested to promote salesman ship in those areas with the help of
more and people will become aware. It will prove to be a very
effective.
CHAPTER – VII :
CONCLUSION
 CONCLUSION

LOTUS BAWA is big and popular company. It is scaling new heights of

expectance. The company is started in 1951 and from there it is trying to
reach the heights of excellence. I come to know about the achievement
form company profile where all the departments of the company is
mentioned and environment of the concern is also depicted from there.
Categorization of product is given so to know the details of the product
range.

In advertisement policy of LOTUS BAWA all the media’s of

advertisement is mentioned which are company is adopting to aware the
people and to increase the sales.

All the activities of the advertising policy of LOTUS BAWA,

which shows the company’s secret of success.

At last the observation and suggestion are given so that company is

being able to overcome its deficiencies.
BIBLIOGRAPHY
 BIBLIOGRAPHY

Books :
 Kotler Philip, "Marketing Management" – Prentice Hall India, New

Delhi pp 564-565 "Minding the Customer Mind" Business India

(March 2002)
 Chunawala S.A. and Sethia, K.C. (2002), "Foundation of Advertising

Theory and Practice" Himalaya Publishing House, Mumbai pp-6-22.

 Byod, Westfall and Stasch, "Marketing research" Text and Cases,

Sixth Edition

Websits :
 www.lotus-bawa.com
 www.google.com
ANNEXURE
 QUESTIONNAIRE

Ques 1. How many courses are you providing to you providing to your
students?
2  4  more then 5 

Ques. 2. Can you tell us when your session start?

After 6 month  Annualy 

Ques 3 What is the student strength of your Institute?

Below to 100  below to 200  below to 500
Below to 1000 above to 1000

Ques 4. Is there any dress code for the students or not

Yes No

Ques 5 Are providing dress and shoes to your student?

Yes  No Only clothes 

Ques 6.Which design of formal shoes would you prefer to your student ?
Oxford  Any type of leather shoes 

If any colleges or institutes is providing formal shoes to your student

then.
Ques 7.Which brand shoes you are providing to your student ?
Bata Mouchi 
Other  
Ques 8. Through which channel are you purchasing ?
Discount  Friendly 
Convenient  Other 

Ques 9 What is your expected price of formal shoe.

1000  1000-1500 1500- 2000

If they are not providing formal shoes to their student then we get their e-
mail id for sending quotation, after sending the quotation collect there
feedback.