Damask Project

Study of market strategy of damask

TRAINING & PROJECT REPORT ON


AT

DAMASK

A Project Report submitted in partial fulfillment of the requirements of

MASTER OF BUSINESS ADMINISTRATION Industry Integrated – III Semester

To

MADURAI KAMARAJ UNIVERSITY, MADURAI

By Kunal kumar srivastava

Reg. No.-A8751436

Under the guidance of

Vikram Kuntar

INSTITUTE OF BUSINESS MANAGEMENT & RESEARCH

IBMR House, # 44, 6th Cross, Wilson Garden, Hosur Main Road, Bangalore. 560 027. INDIA

Dec. 2009

INSTITUTE OF BUSINESS MANAGEMENT & RESEARCH, Bangalore. 1


UNIVERSITY CENTRE CERTIFICATE

This is to certify that the Project & Training Report On

Study of market strategy of DAMASK

At

DAMASK

Submitted in partial fulfillment of the requirements of

MASTER OF BUSINESS ADMINISTRATION

Industry Integrated – III Semester

TO

MADURAI KAMARAJ UNIVERSITY, MADURAI

Is a record of bonafide Training carried out by

Kunal kumar srivastava

has worked under my supervision and guidance and that no part of this report has

been submitted for the award of any other Degree, Diploma, Fellowship or other similar

titles or prizes.

Attested Certified



EXAMINERS’ CERTIFICATE

The Project & Training Report of

Kunal kumar srivastava

ON


At

DAMASK

Is approved and is acceptable in quality and form



CHAPTER 1 INTRODUCTION ………………. ………………………..3-11

1.1 General Introduction ………………………………………………………..3

1.2 Industry Profile……………………………………………………………… 3

a. Origin and Development of the industry……………………………4

b. Growth and Present Status of the industry………………………...6

c. Future of the industry………………………………………………….9

CHAPTER 2 PROFILE OF THE ORGANISATION…………………..12-29

2.1 Origin of the Organization …………………………………………….. 13

2.2 Growth and Development of the Organization ……………………… 14

2.3 Present Status of the Organization ………………………………. 17

2.4 Functional Departments of the Organization ……………………... 19

2.5 Organization Structure and Organization Chart ……………………..22

2.6 Product and Service Profile of the Organization Competitors …….. 24

2.7 Market Profile of the Organization 28

CHAPTER 3 DISCUSSIONS ON TRAINING - ………………………30-33

3.1 Student's Work Profile (Roles and Responsibilities) ………………. 31

3.2 Description of Live Experience 32

CHAPTER 4 STUDY OF SELECTED RESEARCH PROBLEM … 34- 48

4.1 Statement of Research Problem………….. ……………………………35

4.2 Statement of Research Objectives ..……………………………...... .35

4.3 Research Design and Methodology………………………………… 35

4.4 Analysis of Data 38

4.5 Summary of Findings 46

CHAPTER 5 SUMMARY AND CONCLUSIONS …………………. 49- 52

5.1 Summary of Learning Experience………………………………….. 50

5.2 Conclusions and Recommendations …………………………………. 50

APPENDIX ……………………………………………………………………………….53

BIBLOGRAPHY………………………………………………………………………….52



CHAPTER-1 INTRODUCTION



General Introduction:-

The project was carried out for study of market strategy of damask of

Damask and its market potential. Damask was established in the year

2000, they are new player in school item suppler sector, and the damask

has two principle client segments –customer and asset management.

The damask follows values such as – Integrity, teamwork, respect,

professionalism, & Mission. The segment of business we are considering

here is- Corporate marketing . This research helps us in finding out the

customers view regarding the product and Services offered by the

Damask and awareness by promotion and also identifying the market

potential of the product offered by the Damask.

Marketing is a social process by which individuals and groups obtain what

they need and want through creating, offering and freely exchanging products

and services of value with others.

Marketing Strategy

* Development of Product / Service

* Stimulation of Demand

* Determination of Price

* Make up of Channels to reach Customers Marketer is one who seeks

response to an offer he makes to a prospect.



1.2 Industry Profile:-

Damask Part of Jain Group of Institutions Manufacturers of Shoes, Socks and

Uniforms (With our own units) Supply to premium schools like Baldwin, St

Joseph, Kumrans, Sudershan Vidya Mandir, Frank Anthony, Bethany and 20

other schools Total Turnover – 2.5 Crores (Target for 2010 – 4

Crores)Operational from 8 years Distributors of Reebok shoes

All products with warranty One stop shop for residential schools Though the

Jain Group of Institutions has 21 institutions under its umbrella, the incubated

projects do not get any support from them in the marketing realm. "If I give

them business from my institutions, then they will become complacent. They

have to fight for their share. Take Vineet Agarawal who runs Damask and is

into providing school shoes, uniforms etc. I could have given him business,

but then he will not know what competition is all about. When he started he

had eight schools as his clients, including one from the JGI."

a.) Origin and development of the industry:-

Damask is start from 1999 in Bangalore and in 2009 Total Turnover – 2.5

Crores (Target for 2010 – 4 Crores)Operational from 8 years Distributors of



Reebok shoes All products with warranty One stop shop for residential

schools

b. Growth and present status of the industry: -

Currently (2009), other in Karnataka is generally fairly mature in terms of

supply, product range and reach-even though reach in rural Karnataka still

remains a challenge for the private sector and In terms of quality of assets

and capital adequacy, Damask is considered to have clean, strong and

transparent balance sheets relative to other this type of organizations The

incubates will provide a platform for the MATS students to experience the

pressures of running businesses in a competitive landscape, the pains

involved in surviving, interfacing with customers and developing competitive

advantage and finally growing. In five years, the business ventures of the

students would have grown and they can break free from MATS. "Normally,

they would love to be with us for various reasons. We imbibe in them values,

motivate them to create jobs and have been with them through thick and thin."

c. Future of the industry:-

The burden of reporting and other regulatory requirements will fall heavily and

disproportionately on small business unless remedial action is taken. Further

advances in information technology will permit the development of new



products, damask and risk-management techniques but may also pose

important competitive and supervisory issues.

industry in the next five to ten years and to consider what policy issues the

industry and regulators will face. The authors of this study do not pretend to

be clairvoyant. They are mindful of the many financial predictions that were

once offered with confidence but turned out to be wrong or premature. This

study is perhaps best described as an exercise in strategic thinking. Its

approach is to analyze what has happened in the recent past, consider in

detail reasons for expecting recent trends to continue or to change, and draw

the consequences for damask and regulatory policies. As always,

uncertainties abound, and

1. What changes in the environment facing damask can be expected in the

next five to ten years?

2. What are the prospects for different sectors of the supplier industry in this

anticipated environment?

3. What policy issues are the industry and regulators likely to face in the years

ahead? Separate consideration is given to



CHAPTER-2

PROFILEOFTHE ORGANISATION



2.1Origin of the Organization:-

Damask is Part of Jain Group of Institutions open in 2001in Bangalore With

school iteam. A company's mission is its reason for being. The mission often

is expressed in the form of a mission statement, which conveys a sense of

purpose to employees and projects a company image to customers. In the strategy

formulation process, the mission statement sets the mood of where the company should go.

A STUDENT of any of the Indian Institutes of Management, even before completion of his or

her course, is sure of a "fat pay packet." Unimaginable salaries for freshers come on a platter.

No wonder, there is a scramble for seats in these institutes. Is that all to it? It seems so.

Not so with one institution — Mahaveer Academy of Technology and

Sciences (MATS). Driven by its Chairman, R. Chenraj Jain, MATS is creating

"job providers, not job seekers". "I am not interested in my students getting

Rs. 6 lakhs salary. I want them to create jobs for others, I want them to be

part of the nation building exercise, I want them to create wealth for

themselves and for others."

This is the genesis for the business incubation programme of MATS. Fourteen

students of MATS and two other individuals have conceived and set up small

business ventures, mostly in the services sector, in Bangalore. There are

many who dream of starting up and heading big companies, often in vain

because they lack the required finance or they are not dogged enough or they

are strong in their own domain but not confident about other aspects of

business. This is where an incubation centre comes in.



A business incubation centre happens to be an ideal launch pad for an young

entrepreneur. Such a centre would ideally first check the personal qualities of

the entrepreneur and his or her skill sets. "Does he/she have the fire in his/her

belly" is the question often asked. Relevant skill sets and some basic domain

knowledge pertaining to the business that he/she wishes to take up are

desirable pre-requisites. Finally, the centre establishes that it can support the

venture by providing physical infrastructure, finance and strategic guidance.

The entrepreneur then goes off the starting block, ready to register as a firm

or a form a company. And MATS has been the starting block for some of

them.

Arun Prabhu, who got the push from Mr. Jain, is running a successful market

research company called Intouch Analytics; Vineet Agarwal, an MBA from

MATS, is the man behind Damask, a company into distribution of school

uniforms, shoes etc; Jyothi Jain has set up Sheetal Interiors, supplying

plywood and veneer material to the construction industry; Saket Jalan is

running 10 hostels for the Jain Group of Institutions; Punit Solanki has a retail

network of artificial flowers and there are many more. All of them owe their

success to Mr. Chenraj Jain who not only has approved their projects, but got

them funds, either from individual investors or from his own pocket. The

combined turnover of these companies is about Rs. 80 crores

2 .2 Growth and Development of the Organization: -



damask Operational from 8 years Development of Product Service

Stimulation of Demand Determination of Price Make up of Channels to reach

Customers The Jain Group of Institutions (JGI), Bangalore was born out of the

efforts of the philanthropic society of Shri Mahaveer Jain Group in 1990 with a

mission to brighten India's future through a wide network of educational

institutions ranging from secondary schools to professional business schools.

In fact its reach is vast spreading across every nook of education be it through

charitable institutions or general schools.

Under the able guidance of Shri Chenraj Jain, JGI Bangalore has 21

constituent institutes under its umbrella each boasting of a state-of-the-art

architecture with other modern amenities. The Institute is known for its

charitable work for the economically backward of our society. The Jain

Vidyaniketan is a school committed towards providing quality education for

the poor.

2.3 Present Status of the Organization:-

Institutes under the Jain Group of Institutions (JGI), Bangalore

1. Accredited Coaching Center for Chartered Accountancy

2. Jain Institute of Management Studies

3. Jain Institute of Vocational and Advanced Studies

4. Jain School of Interior Design

5. Jain International Residential School

6. Sri Bhagawan Mahaveer Jain Evening College



7. Jain Vidyaniketan

8. MATS School of Business & IT

9. Human Networking Academy

10. International Academy for Creative Teaching

11.SBMJC - Center for Management Studies

12.SBMJC - Center for Post Graduate Studies

13.MATS School of Business & IT, Raipur

14.SBMJC - Tech Art (College of Visual Arts)

15.Jain Academy for Sporting Excellence

16.The Jain International School, Kanpur

17.The Jain International School, Bilaspur

18.SBMJC School of Graduate Studies

19. Indian Institute of Financial Planning and Management

20.Sri Bhagawan Mahaveer Jain College, K.G.F

2.4 Functional Departments of the Organization:-

The functional departments of the organization consist of the HR department,

the administrative department and the executive department. The HR

department of the organization consists of the people who employ the



Persons who they think would be able to do justice with the job handled. The

administrative department of the organization consists of the director and the

manager of the organization. They preside the organization and control all the

operations of the organization such that the organization could run in a

smooth and effective manner.The executive department of the organization

consists of the various employees Who execute the job undertaken by them.

The employees consists of the team leaders, the Corporate financial

consultants,. the telecallers, various staffs and junior staffs who are the main

structural framework of the organization. The organization thus runs with the

effective coordination of the HR department, the administrative department

and the executive department such that the supervisors of the organization

preside over the subordinate employees to give them directions about fulfilling

their works most efficiently and effectively. Technical Consultancy

Department: The Technical Consultancy Department is responsible for

technical appraisal of industrial projects. The mission of the division is aimed

towards the verification of the technical viability of industrial projects and

assisting the Funds management in taking the decisions that require technical

expertise. Moreover, it is responsible for conducting technical studies and

rendering technical consultancy DAMASK to certain industrial sectors for the

purposes of investigating modern technologies and productivity levels for local

manufacturing plants.

H R Department:

DAMASK Human Resources department plans and direct for the employee

population as well as they are having the following functions as:-



Hiring

Promotions

Reassignments

Position classification and grading

Salary determination

Performance appraisal review and processing

Personnel data entry and records maintenance

Policy development

Work permitting immigration visa program

Workers’ compensation

Finance Department:

The Finance Manager is responsible for all aspects of the school item ing and

financial administration of the DAMASK, the supervision of the implementation

of the DAMASKfinancial policies, directives and procedures and the initiation

of the financial plans within the guidelines of DAMASKThe department

contains several distinct sections, each of which is responsible for a

proportion of the activities taking place within the finance department.

Marketing Consultancy Department:

The Marketing Consultancy Department plays and important role within the

Fund as it studies and analyzes marketing information in order to build solid

base for management decisions. The division also assists projects sponsors



in formulating solid marketing strategies to improve their industries and

strengthen their position in the local and international markets.

Research Department:

The Research Department is having the capacity to act through four

composing units i.e., the market research unit, economic studies unit, and

statistical studies unit. It is the mission of the division to provide support

damask for information and consultancy to the senior management and

division in the areas of economic, statistical and marketing information and

consultancy through data analysis, processing of economic and statistical

data, market research studies and publishing related periodical reports.

2.5 Organization Structure and Organization Chart:-

The organization structure of the company DAMASK is such that it comprises

of the departments and the employees in the hierarchical order so that they

are able to perform their functions and duties smoothly and effectively doing

their job in a manner in which it should be done. The organization is headed

by the administrative department which coordinates and controls the

executive department. The executive department is a link from the top and the

bottom comprising of the lower level employees such that they work together

to fulfill the common objective of getting business from the persons who get in

touch with them and see to it that they are provided with the best of the

DAMASK which constitute giving financial advise to providing School item to



the customers. The lower level employees and the corporate financial

consultants work together to see to it that the database for providing financial

DAMASK to sufficient number of people is made .They work together to see

to it that this database is followed and worked upon such that more and more

number of people get themselves avail the financial DAMASK of the

organization. Team leaders who form the part of the administrative

department of the Organization make sure that the clients that turn up for the

financial DAMASK are dealt with most efficiently and effectively.

The organizational structure is well planned out and it follows a simple format

which is follows:

Organization Chart:-

Each team lead has a team comprising only of both senior as well as junior

market research analyst who aid the team lead in the entire market research

process as it has been discussed previously. This is the basic organizational

structure followed by DAMASK.





2.6 Product and service profile of the organization:-

Damask offers a bunch of products and services to meet the every need of

the Student . The company cares for both, individuals as well as corporate

and small and medium enterprises. Goodwill of the company. The products of

the company are categorized into various sections which are as follows:

In today’s world many companies have emerged who have taken a serious

note on the importance of market research and he advantages of using it for

the better growth and development of the company. Hence, our competitors

are those company’s who are in the market research and development field

as well as the consultancies, since they also make use of market research

and business developers.

All items related to residential schools just like

shirt

pant

tie

socks

shoes

sports shoes

belt



sweater

A. Customer Satisfaction Analysis:

Customer analysis involves gathering data about the customers and their

characteristics. They also conduct tailored customer satisfaction surveys to

gauze customer satisfaction.

B. Risk

These damask are used by the competitors in order to gather external

information and research the possible effect on the competitiveness of

company.

Market Research Process

How to conduct market research? Or What are the tasks involved in market

research?

Step 1. Identify the Problem / Opportunity and Define Research Objectives.

Step 2. Develop Research Design (or plan)

Step 3. Collect the Data (or information)

Step 4. Process and Analyze the Data

Step 5. Present Research Findings or Report

C. Product Research:

The conduction of extensive product research by this service helps the

competitors to find out the marketability of a product or service. The research



can be utilized to leverage the major decisions of a company on the marketing

of its products.

D. Advertising Research damask

Advertising research strives to gain valuable information about the effects and

reach of advertising the products in different forms of media.

Given below are the steps we follow for every assignment we take up:

1. The timetable for the search is indicated and the search process

commences.

2. Target companies are examined, using any prior information provided by

business development executives in conjunction with sources of information

and prospective companies already known to us, augmented with original

study by our search team.

3. We maintain a regular channel of communication with the client to keep

them apprised of the results emerging.

The products of our competitors are as follows:

Sapphire Toys

Prestige Fashions Pvt. Ltd

Metro Shoes Pvt Ltd



Inc 5 Shoe Shop

Boheme

Shoe Garden

Kefco Shoes

Bata

Nike

Reebok

Bata india - Bata India is the largest retailer and leading manufacturer of

footwear in India and is a part of the Bata Shoe Organisation.

Incorporated as Bata Shoe Company Private Limited in 1931, the

company was set up initially as a small operation in Konnagar (near

Calcutta) in 1932. In January 1934, the foundation stone for the first

building of Bata's operation - now called the Bata. In the years that

followed, the overall site was doubled in area. This township is popularly

known as Batanagar. It was also the first manufacturing facility in the

Indian shoe industry to receive the ISO: 9001 certification.

The Company went public in 1973 when it changed its name to Bata

India Limited. Today, Bata India has established itself as India's largest

footwear retailer. Its retail network of 1250 stores gives it a reach/

coverage that no other footwear company can match. The stores are

present in good locations and can be found in all the metros, mini-metros



towns

Bata's smart looking new stores supported by a range of better quality

products are aimed at offering a superior shopping experience to its

customers. And the new face of Bata India is now visible to the industry

as well as its customers. Today, backed by a brand perception of

experience, the company is working towards positioning itself as a

vibrant and contemporary young brand. It has significantly transformed

its retail formats to become more lifestyle-oriented, which has helped

change consumer perceptions to a large extent.

Bata India - Today

Sells over 45 million pairs of footwear every year

Serves over 120,000 customers every day

Sells through over 1200 retail stores

Operates 5 manufacturing facilities

Employs more than 6800 people

Nike - When Nike co-founder Bill Bowerman made this observation many

years ago, he was defining how he viewed the endless possibilities for human

potential in sports. He set the tone and direction for a young company created

in 1972, called Nike, and today those same words inspire a new generation of

Nike employees.



Our goal is to carry on his legacy of innovative thinking, whether to develop

products that help athletes of every level of ability reach their potential, or to

create business opportunities that set Nike apart from the competition and

provide value for our shareholders.

It started with a handshake between two visionary Oregonians - Bowerman

and his University of Oregon runner Phil Knight. They and the people they

hired evolved and grew the company that became Nike from a US-based

footwear distributor to a global marketer of athletic footwear, apparel and

equipment that is unrivaled in the world.

Along the way, Nike has established a strong Brand Portfolio with several

wholly-owned subsidiaries including Cole Haan, Converse Inc., Hurley

International LLC, NIKE Golf, and Umbro Ltd.

Our world headquarters is located near Beaverton, Oregon, a suburb of

Portland. So while the Pacific Northwest is the birthplace to Nike, today we

operate in more than 160 countries around the globe. Through our suppliers,

shippers, retailers and other service providers, we directly or indirectly employ

nearly one million people.

That includes more than 30,000 Nike employees across six continents, each

of whom make their own contribution to fulfill our mission statement: to bring

inspiration and innovation to every athlete* in the world.



2.7 Market profile of the organization:-

Damask and jain group are no 1. Suppler in bangaloere of school iteam and

collage we have no big camptar Mr. Jain has a vision of starting 100 free

schools and this vision is shared by most of the MATS students. The ones

who have started business ventures have started contributing towards this

project. "We have Jain Vidyaniketan, a free school for about 2,000 students

and the annual budget is about Rs. 3.5 crores. We get funds to run the school

from philanthropists, investors and the students who have started ventures. It

is not mandatory on the part of the students to contribute, but they have been

doing it, all for a national cause." Mr. Jain plans to set up 100 day boarding

schools in Bangalore, Kanpur, Raipur and other places and for each boarding

school, there will be one free school. Mr. Jain confides: "I don't make any

money. Whatever they earn, it is for them. It is a movement, not for money."

The movement, he believes, will have a multiplier effect and help in nation

building.



CHAPTER-3

DISCUSSIONS

ON

TRAINING INSTITUTE OF BUSINESS MANAGEMENT & RESEARCH, Bangalore. 27


3.1 Student’s work profile

Role and Responsibilities:-

The work profile of the student or the roles and responsibilities that are being

handled by the student on his internship programmed at DAMASK.

The first day and during the first week of the internship programmed the new

employee of the DAMASK was welcomed by giving an induction programme

in order to make him understand his role and responsibilities during his stay in

the organization.

Being appointed as a School item Consultant at DAMASK during the

internship programme my duty or the role is to meet 5 school , collecting

school , analyzing and giving them financial planning how their net asset

value will be increase and how they fulfill their short-term and long-term

financial goal so that it can be assessed that which SCHOOL ITEM they need

suiting their financial obligations.

Leads and databases created by the students have to be used by them in

order to convince people of different age groups to take school item

according to their needs and suitability.

The student calls people according to the leads and database created

by him and convinces people to take the school item .

During the absence of the recovery executives/collection executives, it will

be my duty and responsibility to meet the customers against payments apart



from my regular job profile and reporting the same to my team leader at

DAMASK.

To explain the customers how a particular school item would help

them to make their lives more secure providing security to them.

I use all the financial knowledge that has been given by the

company and I has as a MBA student and a student of Mar. so

that the customer realizes that he definitely needs to take a

particular school item .

Must educate the clients about risks and various possible scenarios so

that the clients don’t harbor unrealistic expectations.

3.2 Description of live experience:-

The office of DAMASK is blessed by brilliant and skilled professionals and

team leader who have the responsibility of handling the all type of school

item . The team leader provides the particular day’s plan of action and then

guide show to go about for executing the plan of action successfully .Till the

time a School item is in the office he receives the valuable suggestions and

insights of the team leader. This prepares him for the day’s Work and

provides him the necessary directions to achieve not only the target of the day

but the target of the month. In the office the School item make calls

continuously to fix the follow-up appointments so that on the basis of the

financial health check collected by him and also getting the follow-up

appointments from the telesales she goes in the field for making up the



appointments. The school item s provide the persons met the basics of why

he should take a particular SCHOOL ITEM to provide to him.



CHAPTER-4

STUDY

OF

SELECTED RESEARCH

PROBLEM



4.1 Statement of research problem:-

PROBLEM DEFINATION:

Sales Executives were with good background human being and through

rigorous process of recruitment but still not able to perform up to the

expectation level of company, HR is not able to sort out the problem why the

performance is not coming even after giving the full marketing support. The

communication technique and dealing with the customers is also a problem to

the sales executives.

4-2 OBJECTIVES OF RESEARCH PROJECT:

RESEARCH OBJECTIVES:

To find out the school

To study brand image of the damask.jain group

To increase the business of the damask.

4.3 Research Design and Methodology

Primary data source: All the people from different profession were personally

visited and Interviewed. They were the main source of Primary data. The

method of collection of primary data was direct personal interview through a

structured questionnaire.

Secondary Data Source: It was collected from internal sources. The

secondary data was collected on the basis of organizational file, official



records, news papers, magazines, management books, preserved information

in the company’s database and website of the company.

SAMPLING PLAN:

Since it is not possible to study whole universe, it becomes necessary to take

sample from the universe to know about its characteristics.

Sampling Units: Customers

Sample Technique: Random Sampling.

Research Instrument: Structured Questionnaire.

Contact Method: Personal Interview.

SAMPLE SIZE:

My sample size for this project was 200 respondents. Since it was not

possible to cover the whole universe in the available time period, it was

necessary for me to take a sample size of 200 respondents.

RESEARCH LIMITATIONS:

It was not possible to understand thoroughly about the different marketing

aspects of the Financial Consultant within 60 days. As stipend, money was

not given it was difficult to continue the project work. All the work was limited

in some limited areas of Bangalore so the findings should not be generalized.

The area of research was Bangalore and it was too vast an area to cover

within 60 days.

All the findings and conclusions obtained are based on the survey done in the

working area within the time limit. I tried to select the sample representative of



the whole group during my job training. I have collected data from people

linked with different profession at Bangalore.



4.4 Data Analysis

Data Analysis:

1) Perception about DAMASK product.

Excellent Very Good Good Poor

NO. of

respondents

37 63 86 14

Interpretation:

Perception of most of the respondents i.e., 42% is good, 32% is very good,

19% excellent and only 7% have a poor perception about Damask.



2) Information of DAMASK ’s products .

Friends Family

members

Advertisement Others

NO. of

respondents

68 42 57 33

3. Diagrammatic representation:

4. Interpretation:

33% the respondents came to know about Damask’s products from

friends, 29% from various advertisement, 21% from family members and

17% from other sources.



C)

1. Heading: DAMASK ’s service to its customers .

2. Tabulation of information:

Excellent Very good Good Poor

NO. of

respondents

33 79 65 23


4. Interpretation:

Majority of the customers are satisfied with the service of the company.

39% say the service is very good, 32% say its good, 17% say its excellent

and only 12 are not satisfied.



D)

1. Heading: Whether DAMASK gives beneficial TO student/ school .


Yes No Cant say

NO. of

respondents

134 48 18


beneficial schemes to customers

67%

24%

9%

Yes

No

Cant say

4. Interpretation:

Majority of the customers are satisfied with the beneficial schemes the

company. 67% say that Damask is giving beneficial schemes to its

customers, 24% they are not getting any such schemes and 9% cant sat

about these things.



E)

1. Heading: Resonablity of maintenance charges & fees.


Yes No

NO. of

respondents

167 33


Resonablity of maintenance charges & fees

83%

17%

Yes

No

4. Interpretation:

83% of respondents say that the charges are reasonable and only 17%

are not happy with the service charges.



F)

1. Heading: Mode of payment for paying bill


Draft Cheque Cash

NO. of

respondents

13 187 0


4. Interpretation:

93% of respondents prefer to pay by cheque, 7% by draft and non of the

respondents prefer cash for paying premium.



G)

1. Heading: Satisfaction with the service of damask .


Yes No

NO. of

respondents

174 26


4. Interpretation:

87% of respondents say that they are satisfied with the company’s service

and only 13% are not happy with the service.



H)

1. Heading: Satisfaction with the product’s quality


Yes No

NO. of

respondents

153 47


Satisfaction with the product’s surrender value

76%

24%

Yes

No

4. Interpretation:

76% of respondents say that they are satisfied with the product’s

surrender value and only 24% are not happy.



I)

1. Heading: damask Otcher facilites .


Yes No

NO. of

respondents

185 15


4. Interpretation:



92% of respondents say that they are satisfied with the online facility and

only 8% are not satisfied.

1. Heading: Satisfaction with promotional schemes.


Yes No

NO. of

respondents

189 11


Satisfaction with promotional schemes

94%

6%

Yes

No

4. Interpretation:



94% of respondents say that they are satisfied with the promotional

schemes and only 8% are not satisfied.

4.5 Summary of Findings

The final draft of the questionnaire was prepared on the basis of the

observations from the pilot study. These were then finally filled by 100

school , for the conclusive study.

Finally the data collected was fed into the data analysis to be analyzed

using statistical techniques.

Types of Primary Data collected:

Socioeconomic Characteristics:

characteristics are sometimes called “states of being” in that they

represent the type of people. The factors on which we are working are

occupation. Monthly transection is also an important parameter but it is

difficult to verify. Although the amount of money that business unit earns in

a month is an absolute, not a relative quantity but it is a sensitive topic in

our society and it is difficult to determine.

Attitudes/Opinions:

Through the questionnaire we have tried to get hold of business

preference, inclination and requirement. Attitude is an important notion in



the marketing literature, since it is generally thought that the attitudes are

relaed to the behavior of businessmen.

Motivation:

Through the questionnaire we have tried to find the hidden need or want of

businessmen and have tried to find if these people can be tapped as the

potential customer for Damask.

Behavior:

Behavior concerns what subjects have done or are doing. Through the

questionnaire we have tried to find out the behavior of the individuals

regarding the product and their responses. If the responses are favorable then

the person can be said to be our potential customer. The primary data serves

as an important tool to measure the behavioral trend of the customer. It helps

in answering some of the vital Questions.

Obtaining the Primary Data:

The data collection was primarily done through communication.

Communication involves questioning respondents to secure the desired

information, using a data collection instrument called questionnaire. The

questions were in writing and so were the responses.

Versatility:



It is the ability of a technique to collect the information on the many types of

primary data of interest to marketers. It has also been found that some of the

people do not answer truthfully to all the questions especially in the case of

the personal details



CHAPTER 5

SUMMARY AND CONCLUSIONS



5.1Summary of Learning Experience

Almost all the Damask offer similar features and facilities with their School

items school items, therefore for existing customers of School item School

item of any Damask to shift to another Damask ; this is very rarely the

criteria or reason.

1. The level of service in terms of delivering whatever is promised, fast

response in case of problems, is the most important benefit that the

customers seek, from the Damask .

2. Network reach and visibility of a Damask is a very important criterion

for the customer while opening a School item School item . We can

also conclude from our analysis that network reach in terms of

Branches and School item is directly proportional to the market share

in case of Private Players.

3. In case of a new customer, if a damask approaches it first for opening

a School item School item with them, then there is a good chance for

the damask of getting many future businesses and cross sales from

the deal.

4. Aggressive Marketing is the key to increasing the market share in this

area, since the market has a lot of potential both in terms of untapped

market and target market.



Conclusions and Recommendations

1. Sales Executive (SE) should be trained to explain the product

features and its value added services to make customer’s product

selection convenient.

2. Sales Executive (SE) should recommend right product to the right

customer so as to ensure a high degree of satisfaction among the

customer.

3. The damask needs to make people aware about there products and

the basic benefits they can derive out of it. And also the differential

features of its school items school item as compared to other damask

70% of the people did not even know about the concept, benefits and

features of its school item school item s.

4. The damask should also target small business unit for whom

maintenance of the AQB is not a problem as this segment is not much

penetrated.

5. Though the damask offers free doorstep damask ing once a day this

fact is also not known to many customers or they still do not trust this

service whatever the reason the damask can popularize this service



to gain an edge over nationalized damask s and Co-operative

Damask.

6. Quality of service has been rated highly important by all demofigureic

factors as a reason for damask ing with a particular damask, Standard

Chartered needs to improve the services provided to its existing

customers before attracting more in the future and use word of mouth

as a promotional tool to increase the sales potential of its school items

school item.

LIMITATIONS

Some of the limitations of the project are listed as below:

1. The time bound period is the major limitation in research projects.

2. Due to the financial and time constraints a cluster analysis of the

population so as to get better results was not feasible.

3. The research conducts in Bangalore city only.

4. It was difficult to break the ice with the common people initially. It was a

daunting task to convince them to fill in the personal details of the

questionnaire where they have to mention the monthly income,

occupation etc.

5. To convince the people for a proper interviewing process is also

difficult.

6. Compilation of data on competitor analysis was difficult due to non-

availability of correct information.

7. The figures have been taken as approximations.



QUESTIONNAIRE

Name of school

_________________________________

Contact No.

_______________________

How many student in school?

________________________________________________

1)What do you think about damask’s product ?

A)Excellent

B)Very Good

C)Good

D)Poor

2) From where did you got information of damask’s products ?

A)Friends

B)Family members

C)Advetisements

D)Others



3) Whether Damask giving eficient service to its customers ?

A)Excellent

B)Very Good

C)Good

D)Poor

4) Whether Damask gives beneficial schemes to its existing customers ?

A)Yes

B)No

C)Cant say

5) Is the maintenance charges & fees are reasonable?

A)Yes

B)No

6) Which mode of payment do you prefer to pay your Bill ?

A)Draft

B)Cheque

C)Cash



7) Are you satisfied with the service of Damask ?

A)Yes

B)No

8) Are you satisfied with the product’s surrender value ?

A)Yes

B)No

9) Whether Damask offering additional online facilities ?

A) Yes

B)No

10) Whether Damask offering effective promotional schemes ?

A)Yes

B)No

11) Any furher suggession to serve you better ?



BIBLIOGRAPHY

2. NEWS PAPERS

· Times of India

· Financial Express

3. WEBSITES

www.google.com


Documents

Damask Project