A

Summer Internship Project Report

ON
“A EFFECTIVENESS OF PROMOTION MIX ”
Submitted to

NARANDAS JETHALAL SONECHA MANAGEMENT &TECHNICAL INSTITUTE

IN PARTIAL FULLFILLMENT OF THE REQUIREMENT OF THE AWARD FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
UNDER
GUJARAT TECHNOLOGICAL UNIVERSITY

UNDER THE GUIDANCE OF

Mir. Bharat Barad Sir
(Assistant Professor)
Submitted by
Mahesh Parmar & Hiren Devaliya
Enrolment number: 158170592035 & 158170592012
M.B.A–SEMESTER II
August, 2016
 INDEX
INTRODUCTION OF THE INDUSTRY
 The Indian Bearing industry makes around 500 types of
bearings as against over 30,000 types of bearings being
used by the Indian industry. Bulk of these are only of
standard types and are used mostly in low-technology
areas like fans, electric motors, water pumps, and by
the automotive sector.
INTRODUCTION OF THE COMPANY

“Austin Engineering Company Ltd” was established

in 1973 by five technocrats with initial investment
of 3500 US dollars in Junagadh, G.I.D.C. area with
the name of “ACCURATE ENGINEERING”.

The Austin Engineering Company Ltd. is one of the

leading manufacturers of anti- friction rolling
bearings in India. This co. is in this field since last
37 years. The co has developed around 4500
different sizes of bearings. Company has two
manufacturing units near Junagadh city of the
Gujarat state in India viz: Austin Engineering Co,
Ltd Patla, Junagadh (''aec”) Max Precision Bearings
Pvt. Ltd. - Shapur Dist, Junagadh (“MAX”).
INTRODUCTION TO EFFECTIVENESS OF
PROMOTION MIX
 There are following four elements of promotion
mix, which are equally important to analyze before
deciding promotion mix of any product. All these
elements should be properly analyzed. It should decide
up on for getting an effective promotion mix. It includes
decisions relating to advertising, budget, and timing
of sales promotion efforts training & development of
the employees, publicity campaign timing etc.
INTRODUCTION OF RESEARCH
 Market survey should be conducted properly
because that helps the top management in
decision making. A research gives the exact
result only when the studies are properly
conducted. In fact research is an art of
scientific investigation research is the
systematic & intensive study directed
towards a more complete knowledge of
subject study and if start due to some
specific question or problem.
INTRODUCTION OF RESEARCH AREA
The last decade has seen many positive
developments in the Indian. Many domestic
and foreign companies operating their
operation in the Indian market.
Development of change the life style of
Indian people particularly AEC product. In
our research we try to know the attitude of
customer toward the different AEC product
and try to find out the satisfaction level of
customer.
 Literature review
 A Special combinational method used for one product or a family of
product. Elements of a promotion mix may include print or broadcast
advertising direct marketing personal selling point of sales displays and/
or merchandising.

 The promotion can be define as a marketing actives involves the

persuasion contacting process through which the sender define of a
commodity or services or and ideas or place or adperson or a peters of
behavior for the purpose of influencing the member of a particular
audience mind to appeal then response behavior about promote the
period of 2006 by mullah.
 To know various promotion mix strategy of Austin engineering company limited.

To understand public pattern.

To know effectiveness of direct marketing strategy.

To know various advertising policy adopted by Austin engineering company

limited.

To understand public relation strategy adopted by Austin engineering company

limited.

To know employee retention strategies of Austin engineering company limited.

ANALYSIS OF DATA
(1) Which kind of advertising policy adopted by your company?

Traditional mass media (television &magazines)

Direct mailing of catalog

Electronic media selling technique

Responses Respondent Percentage
Other Traditional mass media 3 6
(television & magazines)
Press
Direct mailing of catalog 12 24

Electronic media selling 6 12

Technique

Other 2 4

Press 27 54
 Interpretation:
There were 54% employee said that press was effective, 24 % employee
said that direct mailing of catalog was effective.
 (2) Do you use personal selling technique?
Yes No
Response Respondent Percentage

Yes 12 24

no 38 76

Interpretation
: There were 76% employees said that personal selling technique was not used in the company. But 24%
employee said that says that personal selling technique was
used.
 FINDINGS
 After the research I found that Austin Engineering Company limited‘s
promotion mix strategies are not more effective And They have to improve
promotion mix strategies to increase sales and earn more profit.

 I found that under the sales promotion of Austin engineering company limited use
sales forces promotion technique mostly. They also frequently use dealer‘s
promotion technique. While customer promotion and off price selling were less
used by Austin engineering company limited.

 I also found that sells force compensation plan was not work in proper manner.

 Many of the respondent are disagree and not aware about personal selling technique.

 I also found that company‘s gives more emphasize to customer only. Means less
focuses on stock holders, government agency and special interest group.
.
 Suggestion
 The company should focus on personal selling technique to
increase its sales
 The Company should focus on compensation plan like sales
forces compensation

 dealer‘s compensation to increase its sales & profitability

 The company should focus on dealers and offer incentive to

promote sales

 The company should focus on promotion mix
 The company should give more weightage to electronic
media for its product promotion mix.
 CONCLUSION

On the basis of the study it is found that Austin engineering company

limited is trying to better use of promotion mix compare with other
companies because they are now use advertising and sales forces promotion
techniques for increase sales.
.
Austin Engineering is a public limited company having a market
capitalization of Rs. 33.27 Cr. It is truly a well organized and well-managed
unit all the department of the unit is perfectly co-ordinate and managed.
However, there are some problems faced by the company periodically
as by other
units but its does not over all affect the successful image of the
company.
 BIBILIOGRAPHY

 Books references:

 1 Ken Black, Business Statistic, 5th edition.

 2 Philip kotler, marketing management, 13th

edition.

 WEB SITE :

 www.aec-bearing.com