Final Editing

Project on VED Info services Pvt.Ltd. (VIPL)

CHAPTER I

1. D. Introduction to Ved Infoservices pvt. Ltd.

Ved Infoservices Pvt. Ltd., is known to be one of the finest distributors, importers and

supplier of an impeccable range of IT Networking & Electronic Security Systems, ever

since their inception in the year 2005. This commendable range made up of quality

products like Mobotix Products, Rittal Products, Structured Cabling Products and many

more, has a high demand in the market. Manufacturing of this range is done by trusted

vendors, as per the set industry norms and guidelines, utilization the finest raw materials

and advanced technology. Because of this the range is known to have an impeccable

performance and a longer service life. In addition, the company provides the finest

presale, maintenance and project execution services, at the most reasonable rate possible.

The company is distributor of different brands like Mobotix, Rittal, Joynet and many

more.

VIPL COMPANYSUPPLIERDISTRIBUTORIMPORTER

Page 1

IT networking and Electronic security

services


The warehousing facility they own, has been laced with all the equipment and machinery

necessary for the attainment of several of the firm’s predefined goals and objectives.

Regular up-gradation, ensures their increase in the market share. For managing the

organization’s operations in a manner, which is efficient and effective, the facility has

been compartmentalized. The facility is known in the market for its impeccably spacious

nature and high resistance to fire, moisture and insect infestation. Further, their ethical

working habits have helped them in the acquiring of a huge and highly reputed client

base.

Under the leadership of Mr. Vikas Pinjarkar, The CEO, the company has managed to

attain greater heights of success, in the past decade. His ability to understand market

changes and managerial skills, have always been the firm greatest assets. Further, regular

trainings and benefits are provided, for maximum employee satisfaction. The company is

importing from China , Israel, Germany, Taiwan and UK.

Page 2

CHINA

UK

ISRAEL

GERMANY

TAIWAN

VIPL

VALUABLE

CLIENTs

EXPORTERS DISTRIBUTOR


Mission/Aim

Our mission is to bring world class product & technology to its valued

customers. It aims to bring a great value addition to the Distribution

Business, thus increasing the market share of the principles whom it

represents in the market place.

VIPL professionals

The company has employed skilled professionals in its team in order to

complete all the business related operations in a timely manner. These

professionals are selected through stringent selection policy wherein

they are checked for their domain knowledge and ability to handle im-

mense pressure.

In team, the company has following professionals;

Procurement agents

Quality controllers

Market researchers

Warehouse personnel

Sales executives

Services of VIPL

Maintenance & Support Services: Along with offering products, the

company also provide excellent after sales & maintenance services so

that its clients get maximum return on their investment. Along with

this, it also offers excellent training courses to its channel partners,

system integrators and corporate customers. These training courses

are accredited by BICSI and CPD and are offered with the help of HT

Data in order to maximize the technical knowledge of participants and

develop their skills to integrate and use HT Data products.

Page 3


Why VIPL?

The finest range of IT Networking & Electronic Security Systems, is dis-

tributed, imported and supplied by the company in the market. For

reasons of maintaining this reputation, the company has acquired

these products from vendors, to whom quality is of importance. Thus

its making involves the utilization of high grade raw materials and

modern machines, as per the set industry norms and guidelines. Owing

to this, the range is known to have an impeccable performance and a

longer service life. In addition to this, the offered range is priced rea-

sonably, packed commendably and delivered on a timely basis.

Warehousing and packaging

Company’s highly developed warehousing facility, laced with all the necessary machin-

ery and equipment, help us in the attainment of several of the firm’s predefined goals and

objectives, in the easiest possible manner. For reasons of managing the facility in the best

possible manner, the facility has been compartmentalized, under the guidance of skilled

and experienced professionals. These methods help us in the attainment of a greater pro-

ductivity. In addition, the facility, highly spacious in nature and being highly resistant to

heat, moisture and earthquakes, is widely praised.

ISO certification

Importer, Distributor, Service Provider and System Integrator of IT Net-

working, Structured Cabling, Telecommunications, Security CCTV Sur-

veillance, AV and Home Automation, UPS, Wi-Fi & IP Solution Products.

The company is ISO 9001:2008 certified company.

Page 4


Vendor base

All the products made available by company in the market, are known to be manufac-

tured in compliance with the set industry norms and guidelines, utilizing the finest raw

materials and modern machines, by trusted vendors. Owing to this, the offered range is

known to have an impeccable performance and longer service life. The offered product is

known to have its standard of quality highly maintained. In addition to this, the offered

range is provided by them in a highly punctual manner and at the most reasonable rate

possible.

Page 5


1.2. E. Business partners of VIPL

Page 6

RIT

RITTAL

MOBOTIX

JOYNET

MICROSEMI

3ONEDATA

CCTV TECHNOLOGIES

HELLERMANN TYTON


Business partner 1

VIPL is a National Distributor and Business Partner by RiT Technologies. RiT

Technologies is a unique provider of network infrastructure solutions for data centers and

communication networks.

RiT Technologies is a unique provider of network infrastructure solutions for data

centers and communication networks.

RiT pioneered IIM (Intelligent Infrastructure Management) for companies and orga-

nizations wanting to achieve full control of their network infrastructure; a technology

that has been adopted by all the leading cabling vendors and is currently in the

process of standardization by ISO/IEC.*

The RiT range of solutions comprises of IIM (Intelligent infrastructure Management),

DCIM (Data Center Infrastructure Management), structured cabling solutions, and an

innovative indoor optical wireless technology solution for networks.

RiT shares are traded on the NASDAQ Capital Market under the symbol RITT.

Page 7


Business partner 2

Page 8


VIPL is a Distributor and Business Partner of RITTAL. RITTAL has continuously

evolved into the world's leading systems provider for enclosures, power distribution, cli-

mate control, IT infrastructure and software & services.

Pioneers in the industry, VIPL offers Rittal Prod-

ucts such as Rittal Server Rack, Rittal Vertical

Box, Rittal Quick Box, Rittal Small Fiber Box, Rit-

tal Flat Box, Rittal Box and many more items

from India.

Page 9


Rittal has continuously evolved into the world's leading systems

provider for enclosures, power distribution, climate control, IT infra-

structure and software & services.

Today, "Rittal – The System." offers you a perfectly coordinated sys-

tem platform.

It unites innovative productions, pioneering engineering solutions

and global service to accommodate the most diverse requirements.

It caters to a whole host of industries, from machinery and plant

engineering, to the automotive industry, through to information

technology.

Business partner 3

VIPL has recently tied up MOBOTIX.The German company MOBOTIX AG is known

as the leading pioneer in network camera technology and its decentralized concept has

made high-resolution video systems cost efficient.

VIPL is Offering you a complete choice of prod-

ucts which include Mobotix Products such as Color

Dome Camera, Mono Dome Camera, Speed Dome

Camera, Indoor Dome Camera, Smart Dome Cam-

era, IR Dome Camera and many more items.

Page 10


MObotix products

Dual Night Camera

All Round Dual Cameras

Mono dome Cameras

Hemispheric Cameras

Mountings, Cables, Power Supply

Lenses & Sensors,

Accessories Door Station

Special Accessories

IP Video Door Station

Access Control System

Page 11


Business partner 4

It is also a sole Master Distributor and Business Partner of JoyNet POE which has

product development center in Taiwan and sale office in China.

Pioneers in the industry, VIPL offers Joynet PoE Products

such as POE Single Port Injector, Port Injectors, POE

Midspan Splitter, POE Midspan Switches, POE Midspan

Extenders and Single Port Injector from India.

Business partner 5

VIPL also has a tie up with Microsemi (PowerDsine),a world leader in patented POE

technologies. PowerDsine offers innovative silicon solutions for PoE (Power-over-Ether-

net) applications.

Company’s range of products includes Mi-

crosemi products. Such as Digital Video

Recorder, HD Digital Video Recorder and

Network Video Recorder.

Page 12


Business partner 6

VIPL is a Distributor and Business Partner of 3Onedata Technology. It is a Shen-

zhen based company with offices all around the globe.

Business partner 7

VIPL has tied up with CCTV Technologies, a reputable and very much devoted com-

pany in vast Surveillance and security market segment for its security surveillance prod-

uct range.

Business partner 8

VIPL is a National Distributor and Business Partner by Tyton Data Limited, a UK

based largest structured cabling manufacturers which ships more than Three Million sys-

tem ports annually across the Globe.

Page 13


1.3. F. Valuable clients of VIPL

Page 14


2.

G.

Valuable SI’s of VIPL

Page 15


some of the valuable System Intergrators of VIPL:

Page 16


Chapter II

Marketing strategies of VIPL

2. MARKETING STRATEGIES OF VIPL

Page 17


2.1 A .Marketing strategy meaning

Marketing strategy is the fundamental goal of increasing sales and achieving a sus-

tainable competitive advantage. Marketing strategy includes all basic, short-term, and

long-term activities in the field of marketing that deal with the analysis of the strategic

initial situation of a company and the formulation, evaluation and selection of market-ori-

ented strategies and therefore contribute to the goals of the company and its marketing

objectives.

“Having a really good marketing strategy can be the main difference between hav-

ing major profits and having many unsold products”.

2.2 . B. Product development

Page 18

https://en.wikipedia.org/wiki/Competitive_advantage


Page 19

1.PRODUCT MARKETING

2.PRODUCT POSITIONING

3.PRODUCT LIFE CYCLE

4.NEW PRODUCT

DEVELOPMENT


Page 20


2.3. B.1. PRODUCT MARKETING

The company is keen on making market research to find out what the customers of

company are expecting from it. Product management basically starts with existing

products and the company efforts to improve on them by using limited cash, skills and

technological resources.

Product features, design and quality are tailor made as per the desire of company’s

customers so that they drive maximum satisfaction by using company’s products.

Page 21


2.4. B.2 PRODUCT POSITIONING

Simply meeting customer needs is not enough - you also need to make sure they pick

you ahead of your competitors. This is the reason why company focuses on

quality,realiability and customer satisfaction the most.

The company offers premium products at very affordable prices to it’s customers that

takes it ahead of competitors. The company is aware about market changes taking place

and it takes measurable actions to overcome competition.

The company believes that trying to satisfy a wide range of different needs is rarely effective.

Splitting your customers into different groups of similar people will enable you to market your

products or services specifically to the ones that will be most profitable to you. so company

makes efforts to split the customers into different segment and position its product accordingly.

Company’s target market include corporate clients as well as small private limited

companies using the products of company for commercial purposes. The company also

entertains import business so it also concentrates on increasing business and maintaining

healthy relations internationally.

2.5. B.3. PRODUCT LIFE CYCLE

The company is of the view that successful products don't often stay at the top for long. What

usually happens is that they follow a life cycle, from introduction to the point where they are

overtaken by newer, better alternatives. If you understand where your product is in its life cycle,

you can market it in a way that will maximise sales.

When you introduce a product, for example, you need to invest in promotion to build awareness

and target your marketing at people who influence others to buy. As the product's popularity

grows, sales will increase and your unit costs will go down. But competitors will emerge to grab a

share of the profits to be made. The company is aware that it’s marketing objective will now be to

Page 22


maintain and increase its market share - for example, by improving its offer and making it more

widely available.

This way the company’s sales will peak and competition will heat up as the product

reaches maturity. At this point, stressing the way company’s offer differs from its rivals'

can help it maintain margins and market share.

Finally, sales will fall as new products emerge. At this stage, the company would focus

on controlling costs and boosting efficiency.

Currently the VIPL company is at its growth stage in the field IT networking and

Electronic security systems shown with help of diagram:

INTRODUCTIONGROWTH

MATURITYDECLINE

0

10

20

30

40

50

60

70

80

90

100

SALES %

STAGESPRODUCT LIFE CYCLE OF VIPL

Page 23


2.6. B.4. NEW PRODUCT DEVELOPMENT

To keep up with your customers - and your rivals - you will need to ensure you have a

steady flow of new products.

If you're aiming to be the first to market with new products, you'll need to invest heavily

in innovation. This is a high-cost, high-risk strategy, but the payoff can be immense -

especially if you patent your innovation.

Being second to market is the best strategy if you're a smaller firm with fewer resources.

Costs and risks are lower, and you need to focus more on differentiation than innovation

to tap into a growing market.

VIPL company also follows the same trend since it’s a growing company in IT sector so

it prefers to be less on risk and cost. But the company aims at providing differentiated

and unique products to the customers which helps the company to retain its existing

customers.

2.7. C. Marketing recruitment and management

“Company’s sales and marketing function requires some of the most critical staffing

decisions”.

For small businesses, the employment of average or poor salespeople can have a disproportionately harmful effect. The smaller the firm, the fewer the resources to manage and develop under-achievers. Getting the recruitment process right can be critically important at this level; managing and training the marketing and sales staff may require more of company’s time than it has actually budgeted for.

Page 24

http://www.marketingdonut.co.uk/marketing/marketing-strategy/product-development/how-to-develop-new-products

http://www.marketingdonut.co.uk/marketing/marketing-strategy/product-development/how-to-develop-new-products


It is always the motive of VIPL to have quality staff that possess high level of professional attitude. The company does have limited number of employees but all those are highly specialized in their areas of operations.

The company is highly realistic in terms of targets that its sales and marketing staff can actually achieve. Sometimes when it becomes difficult for sales people to actually convey the business idea or product to its customer, the founder, Vikas Pinjerkar, himself comes ahead and explain the idea to the customer because he believes

“You may be your company's best salesperson because you know exactly what your

product or service can do – and if anyone can communicate what your company

does with passion, it’s you”.

Motivation – critical for sales and marketing staff

Motivation is a key component in the successful management of sales and marketing

employees. Incentive schemes typically form part of this process, but if they are poorly

planned there can be unhealthy competition within the team.

Page 25

http://www.marketingdonut.co.uk/marketing/marketing-strategy/marketing-management-recruitment-and-training/motivating-your-sales-and-marketing-team

http://www.marketingdonut.co.uk/marketing/marketing-strategy/marketing-management-recruitment-and-training/managing-marketing-employees

http://www.marketingdonut.co.uk/marketing/marketing-strategy/marketing-management-recruitment-and-training/managing-marketing-employees


VIPL is always known for its motivation that it provides to the sales and marketing staff.

The company ensures that employees working with VIPL are always emotionally and

monetarily satisfied.

Training – a wealth of opportunities

Training and development is perhaps more important in sales and marketing roles than in

any other part of the business. Company’s sales and marketing managers themselves

accompany the employees on sales calls or promotions of products to help them develop

their sales and marketing skills.

VIPL along with HT Data conduct series of training courses accredited

by BICSI and CPD for the channel partners, system integrators and corporate customers.

This training help the participants to update their technical knowledge and develop their

skills in the field to integrate and use HTData products.

2.8. D. Cost effective marketing

Marketing tools and opportunities are more accessible and more affordable than ever for

small growing companies. But any marketing activity takes time and for the cash-

strapped small business owner, time is money.

Page 26

http://www.bicsi.org/

http://www.htdata.co.uk/cpd.aspx

http://www.marketingdonut.co.uk/marketing/marketing-strategy/marketing-management-recruitment-and-training/marketing-and-sales-training


cost-effective marketing is about testing and fine-tuning; and getting a measureable

return on the time and money the company has spend on marketing. Company spends

considerable amount on marketing its products.

Few of the examples of cost effective marketing of VIPL are shown below:

The company is active on social networking sites for promoting its products.

The company has got designed its own site www. vedinfoservices .co.in/ which

is handled by professional media team of the company.

The company is associated with IndiaMART.COM which is said to be india’s

largest online marketplace.

VIPL has got association with Indianindustry.com which is known as

directory of Indian suppliers

VIPL team always comes up with marketing strategies that are cost effective in nature

and make sure that resources are utilized in optimum. The employees of the company put

emphasis on delivering timely results to the company for its betterment.

Page 27

http://www.vedinfoservices.co.in/


2.9E. Marketing objectives

Introduction Growth Maturity

Create product awareness Maximise market

share

Maximise profits whole

defending market

share

3. F. Marketing strategies

Page 28

PRICE

DISTRIBUTION

ADVERTISINGSALES PROMOTION

PRODUCT


STAGES

Product Offer a basic product/

service.

Offer value added

services

Increase in number of value

added services.

Price Charge low cost to create

product awareness.

Price to penetrate

market

Price to match company’s

best competitors

Distribution Build selective

distribution

Build Intensive

distribution.

Build more intensive

distribution.

Advertising Build product awareness

among early adopters

and dealers.

Build awareness and

interest in the mass

market

Stress brand differences and

benefits.

Sales

Promotion

Use heavy sales

promotion to entice

people to buy

company’s

products and

services.

Increase to build

and maintain

relationships with

customers.

Increase to encourage

brand-switching.

Page 29


G. Branding

Your brand is one of your greatest assets. It's not just your logo, slogan and design

scheme, but your customers' total experience of your business. Your brand is in your cus-

tomer promise, your business values, your personality, the way you talk to your cus-

tomers. It's in the way you package your service and answer your phone.

Communicating your brand clearly and honestly to your customers will spread confi-

dence and goodwill. It is a badge of trust that will set you apart from competitors and can

give you a lasting competitive edge.

Even if the company is not the manufacturer of its products, the products are sold under

the trust of brand name ‘VIPL’. The company’s brand tells customers what exactly they

can expect from company. The slogan itself says ‘EMPOWRING NETWORKS’ which is

the sign of company being into networking of systems. Good brand design has given

VIPL consistent image that enables people to recognize the company in IT sector easily.

VIPL company sells range of products that all fit together within a brand strategy that

makes sense to its customers and clients. The company delivers its promises to maintain

the brand name in the IT market and make customers visit again and again.

Page 30


. H. Price and pricing policy

Getting your pricing right will make an enormous difference to your turnover and your

profits. But it's a difficult art — set it too high and your customers will flock to

cheaper competitors; set it too low and people will assume your product or service is

low quality and steer clear.

The company has realized that Indian markets are price sensitive. Keeping prices

exclusively high would work against the company and would be beneficial for the

competitors. So the company aims to capture market keeping prices initially very

affordable and then profit from continuing purchases once the company has established

healthy business relations with customers.

Being an IT company, the company majorly aims to breakeven on the sale of its products

and services and then profit from support and maintenance contracts. This sort of pricing

strategy can deliver a consistent revenue stream as well as significant profits to the

company.

Page 31


1. Product

VIPL operates in IT industry with wide range of IT products and electronic security

systems. The company mainly delivers color dome cameras, network switches, copper

cable accessories, etc. Finest quality of products are manufactured and delivered to the

customer, because customer satisfaction plays importance for company.

2. Place

Since Company is finest distributors, importers and

supplier of an impeccable range of IT Networking &

Electronic Security Systems, it does not manufacture

the products at some appropriate place.

Page 32

4p's of marketing VIPL


After the products are made with finest quality

by vendors, they go through quality check by the

company and then are delivered to the clients of

company which includes corporate and small

scale companies, etc

Company is importer from other countries which

include CHINA, UK, TAIWAN, ISRAEL, etc.

3. Price

In India, price matters the most for anyone. In

fact, price act as a deciding factor for almost

all the buyers. So keeping that thing in my

mind VIPL make available its products at very

affordable prices compared to other

competitors in the market.

It has set very convenient prices for all its product range.

4. Promotion

Promotion of VIPL products is vital part for the company to reach to its target audience.

The platforms for promotion that company uses are as follows:

1. Social networking sites

2. Posters

3. IndiaMART.com

4. company’s website.

5. Mailing

Page 33


5. C SWOT Analysis of VIPL

Page 34

1.Cost advantage

2.Providing quality

service to the customers.

3.Highly skilled staff

4.Ability to innovate

1. Less awareness

2. small scale

company

3. More Imports from

abroad

4. small sales and

marketing team.

1. Company can enter into own

manufactureof products.

2.Sustain passion and

commitment.

3.Explore foreign

markets for trading.

1. competition .

2.Increasing trend for foreign

products.

3. Economic conditions may vary


Chapter III

Research methodology

Page 35


3. RESEARCH METHODOLOGY

3.1 A Introduction

As it is indicated in the title, this chapter includes the research methodology under this

research project. In more details, in this context the objective of study, the data collection

methods, research design, the type of data analysis, the selection of the sample and

sample size, the research process and the limitation of this project are outlined.

3.2. B. Objective of study

Objective 1 : To study the importance and development of information technology

industry in today’s scenario.

Objective 2 : To understand the various Marketing Strategies which VIPL has

adopted to survive in highly competitive IT and security systems market.

Objective 3 : To understand the marketing strategies company adapts while

introducing new product to the market and to know what are the cost effective ways

company adapts to make optimum use of available resources.

Objective 4 : To learn how customer relationship management plays vital role in

developing any marketing plan.

3.3 C. Sources of data collection

Page 36


The methodology adopted for this project is exploratory in nature since there is no hy-

pothesis that has to be tested. The conclusions have been drawn by exploratory research

work.

There have been two sources of information collected:

3.4. C.1. Primary data

I have met the owner and the marketing and sales staff of the company VIPL and have

been able to get first hand information regarding the products, their features and the

buying patterns of the clients. Their input has been valuable to me in the making of this

project.

3. C.2. Secondary data

Secondary source has played a vital role in this report. Most of the data of this project

was collected from published articles of various contributors. Another vital source has

been the Internet and particularly the companies own website.

3.5 D. Research method

Page 37

primary data

secondary

data

Marketing strategies of

VIPL


Qualitative research versus Quantitative research

For successful completion of this research project, the research method that was used is

Qualitative research in nature.

In order to satisfy the objectives of the dissertation, a qualitative research was held. The

main characteristic of qualitative research is that it is mostly appropriate for small sam-

ples, while its outcomes are not measurable and quantifiable. Its basic advantage, which

also constitutes its basic difference with quantitative research, is that it offers a complete

description and analysis of a research subject, without limiting the scope of the research

and the nature of participant’s responses.

1. E. Research design

A research design is arrangement of condition for collection and analysis of data in a

manner that aims to combine relevance to the research purpose with the economy in pro-

cedure.

In fact the research design is the conceptual structure within which the research is con-

ducted, it constitutes the blueprint for the collection ,measurement and analysis of data.

My study is based on exploratory research as it is invested to produce accurate results

based on the observation of various relevant things to the project without actually demon-

strating that some relationship exist within variables

The research undertaken was exploratory reasearch in nature which serves as ground

work for qualitative research. The emphasis was made on understanding the strategies

targeted company uses to influence buying decisions of customers by keen observations.

Page 38


2. F.

Tools of analysis

For the purpose of research in this project, the tools that were used for acquiring

information and analyzing data are:

1. In depth interviews

2. Questionnaires

In depth interviews are personal and unstructured interviews, whose aim is to identify

participant’s emotions, feelings, and opinions regarding a particular research subject. The

main advantage of personal interviews is that they involve personal and direct contact be-

tween interviewers and interviewees, as well as eliminate non-response rates, but inter-

viewers need to have developed the necessary skills to successfully carry an interview

What is more, unstructured interviews offer flexibility in terms of the flow of the

interview, thereby leaving room for the generation of conclusions that were not initially

meant to be derived regarding a research subject. However, there is the risk that the

interview may deviate from the pre-specified research aims and objectives.

As far as data collection tools were concerned, the conduction of the research involved

the use of semi-structured questionnaire, which was used as an interview guide for the

researcher. Some certain questions were prepared, so as for the researcher to guide the

interview towards the satisfaction of research objectives, but additional questions were

made encountered during the interviews.

Some sample questions that were included in the semi-structured questionnaire were the following:

Page 39


Question 1: According to you, how convenient is your company to reach?

Question 2 : What would you say about the reliability of your product? Do you believe in quality or reasonable rates?

Question 3: The Company is mainly into IT networking, so what is your take on technical support you provide to your customers?

Question 4: For any company to succeed in market today, the company requires appropriate sales and marketing personnel. Is your sales and marketing team competent enough to beat the competition?

Question 5: The Internet has revolutionized the computer and communications world like nothing before. Being an IT company, do you provide online assistance to your customers and clients?

Question 6: Do you think your products are advertised properly?

Question 7: Have u experienced business abroad? And if not, do you have any long term strategy to trade abroad?

Question 8: Are you satisfied with the growth of your company or you expect to improve on the efficiencies of your staff to better promote your products?

Question 9: what activities your organization applies for redressing grievances of customers?

Question 10: what is your take on 4 P’s of VIPL?

Question 11: How do you measure your results for marketing your products? Are your marketing strategies cost effective?

3. G. Sampling method

Page 40


The method of purposive sampling was used to develop the sample of the research under discussion. According to this method, which belongs to the category of non-probability sampling techniques, sample members are selected on the basis of their knowledge, rela-tionships and expertise regarding a research subject (Marketing strategies of VIPL)

In the current study, the sample members who were selected had special relationship with the phenomenon under investigation, sufficient and relevant work experience in the field of IT industry.

4 H. Sampling size

Since it was qualitative research, the sample size was very small. Within this context, the

participants of the study were two knowledgeable people from the company among

which one was the owner and other one was the executive of company. Both contributed

a lot to this research project.

5. Research process

Meetings regarding this project were held during May and June of 2015 with company

people mentioned above, so as to gain acceptance of their participation in the research.

More specifically, I went to them with the request to participate in the research process

and help me with this project work after explaining them the nature and scope of project.

In general, I would say the respondents were willing to participate in the interview which

lasted for 25-30 minutes which I would say was really a sufficient time to gather the data

regarding the company. During the interviews, notes were taken of what the respondents

where actually talking about the company and it’s policies. Rough questionnaire was

designed to gain more informative data regarding company.

3.6 J. Limitations of the research

Page 41


Every attempt will be taken to obtain the error free and meaningful result but as nothing

in this world is 100% perfect I believe that there will still the chance for error on account

of following limitations-

The size of the participants in the research was very small. Only two people from

the company were involved in the study. A bigger sample would probably have

enhanced the reliability of data.

Research was qualitative so it didn’t allow the measurement of examined data.

In many cases it happens that participants refuse to speak against the rules and

regulations of the organizations so accuracy of data can be questioned.

In any research, the process is actually time consuming which can be called the

drawback of the project.

3.7. K. Scope of the report

Major of the times it is perceived that marketing research project is just a consumer

survey, asking consumer about certain products or services. Though consumer research is

integral part of marketing research, the latter is quite a pervasive activity, covering the

various types of problems marketing and sales manager face while building strategies to

promote the products and services.

There are various discussions confined to this market research project which are as

follows:

1. Product research

2. Customer satisfaction

3. Marketing plans.

4. Promotion of products.

5. Pricing strategy

Page 42


Chapter IVData analysis and findings

Page 43


4. DATA ANLYSIS AND FINDINGS

4.1. A Introduction

Content analysis was used to analyze the data which was gathered from personal

interviews. According to Moore & McCabe (2005), this is the type of research whereby

data gathered is categorized in themes and sub-themes, so as to be able to be comparable.

A main advantage of content analysis is that it helps in data collected being reduced and

simplified, while at the same time producing results that may then measured using

quantitative techniques. Moreover, content analysis gives the ability to researchers to

structure the qualitative data collected in a way that satisfies the accomplishment of

research objectives. However, human error is highly involved in content analysis, since

there is the risk for researchers to misinterpret the data gathered, thereby generating false

and unreliable conclusions.

But as far as this project is concerned, all the data has been presented is true to my

knowledge. There is no misrepresentation of the facts regarding the data collected under

this research work from my side.

This chapter outlines the answers to the question that were put during in depth interview

and SWOT analysis of the company.

4.2. B Findings

The respondents under this project coordinated very well and with due patience they have

helped and answered each question placed before them.

Following are the answers to the various questions:


Page 44


Answer

Reaching the company for any customer is very easy since the address of the company is

mentioned on the site of the company. The company does have Facebook page where the

contact numbers and address of the company are clearly mentioned. The company is also

registered with IndiaMART.com which is online market place for distributors, suppliers,

buyers, etc. and the company is also registered with INDIANINDUSTRY.COM which

serves as directory of Indian suppliers.

Question 2 : What would you say about the reliability of your product? Do you believe

in quality or reasonable rates?

Answer

VIPL Company is ISO CERTIFIED COMPANY so compromising on quality should

not be the question to arise. The company is in inception since 2005 and there are hardly

any complaints from clients because company believes to be the best among its

competitors in terms of quality and prices.

The company believes in both quality and affordable rates so that to maintain the

standard among its clients and custom

Question 3: The Company is mainly into IT networking, so what is your take on

technical support you provide to your customers?

Answer

Being in IT industry, to successfully survive in market it is essential part of our job to

provide pre sales and after sales services to the clients of the company.Talking about

technical support, our technical team is highly professional and it delivers more than what

it promises to the clients. So once you become customer of the company, our team is

always there to help you out with problems during any time of working hours.

Page 45


Question 4: For any company to succeed in market today, the company requires

appropriate sales and marketing personnel. Is your sales and marketing team competent

enough to beat the competition?

Answer

Yes. Our marketing and sales team is well specialized in their areas of operation. They

are highly professional with their attitudes when it comes to acquiring business for the

company. Our marketing team makes plan to generate leads and our sales team converts

them into our valuable clients.

We don’t stop here. We wish to grow along with growing market trends in IT sector.

Question 5: The Internet has revolutionized the computer and communications world

like nothing before. Being an IT company, do you provide online assistance to your

customers and clients?

Answer

Yes ofcourse. Customer can any time visit the site of our company and get complete

knowledge of our products online. We do have helpline number available for the clients

and customers. The customer can also get quotations for the prices of products online by

simple log in with their account id’s. The customers can also direct message to us on

facebook and twitter accounts.


Answer

Since it’s a small scale company, we don’t wish to spend huge amounts on TV

advertisements or Newspaper ads. we do use cost effective ways of advertising through

social networking and other commercial sites to promote our products. We do provide

Page 46


powerpoint presentations to the aspiring companies regarding our product range so that

making easy for them to believe the quality existence of our products and services.

Question 7: Have u experienced business abroad? And if not, do you have any long term

strategy to trade abroad?

Answer

Yes. The company is currently importing quality products from countries like CHINA,

UK, TAIWAN, GERMANY, ISREAL, etc. The company has built up the strategy of

increasing its sales within the country first. Once it has acquired the brand name in the

country then the company may think of gong ahead the borders and exporting its products

abroad.

Question 8: Are you satisfied with the growth of your company or you expect to improve

on the efficiencies of your staff to better promote your products?

Answer

Currently company is outperforming the set standards. The staff is putting equal efforts

for its success. But as it is said ‘sky is the limit’. our company aims at reaching sky high

results from its staff.

In that matter, the company not only believes in keeping its clients satisfied but also

employees. Company wishes to keep its staff emotionally and monetarily happy so that

they always break the set records and improve on their efficiencies.

Question 9: what activities your organization applies for redressing grievances of

customers?

Answer

When we find that our customer is not satisfied with our performance, we immediately

try to source out some ways that would solve their problems. Our technician team is any

time available to serve as remedy to their problems. Our customers can ring us or write us

Page 47


on mails and our facebook page. Our team is ready to guide them any time in working

hours of the company.


Answer

Marketing is a business function that identifies consumer needs, determines target mar-

kets and applies products and services to serve these markets. It also involves promoting

such products and services within the marketplace.

Marketing is integral to the success of a business, large or small, with its primary focus

on quality, consumer value and customer satisfaction. A strategy commonly utilised is

the "Marketing Mix". This tool is made up of four variables known as the "Four P's" of

marketing. The marketing mix blends these variables together to produce the results it

wants to achieve in its specific target market.

Question 11: How do you measure your results for marketing your products? Are your

marketing strategies cost effective?

Answer

Yes, as it was already mentioned that company is at small scale operations. So company

does use cost effective ways of advertising and promoting the products.

When we talk about measuring the results of our marketing strategies, we have check on:

1. We track the number of phone calls we receive and where they come from

2. We track the number of mails we receive.

3. we count ‘likes’ or ‘check-ins’

4. Marketing vendor that tracks customer leads for us.

5. We check past sales reports and compare them with current sales.

Page 48

http://toolkit.smallbiz.nsw.gov.au/dsrd/part/marketing_mix/1/3/16.html


CHAPTER V

SUGGESTIONS

VIPL Company is a growing company in its sector. The company is doing great on

account of its performance. But still there is always room for improvement. Listed down

are few suggestions from my side for the company’s better future.

1. The company should work on increasing sales and marketing staff so that more ideas

are generated to increase the performance of the company.

2. Since it is IT business company, technical team should always upgrade its knowledge

so that they can easily assist their clients with their queries.

3. Time management for any company, whether big or small, plays important role.

Though the company is time oriented, I would suggest it to make best use of every single

minute for achieving its goal on due time.

Page 49


CHAPTER VI

CONCLUSIONS

1. Policies adopted my VIPL company are transparent, legal and scientific.

2. The company is goal oriented and wishes to become successful in its area of operation.

3. The marketing strategies made by the company are helpful enough to reach their goals

with highly professional sales and marketing team.

4. Recruitment in the company was found easy process. The company believes in quality

employees and not the quantity of employees.

5. To some extent it was felt that to survive in highly competitive market, the company

should increase its cost on marketing products through television, newspaper, hoardings,

etc so that the sales should always b at high peak.

Page 50


Chapter VII. ANNEXURES

A. Bibliography

B. Questionnaire

7. A.1. BIBLIOGRAPHY

Books

- Marketing Management Paperback – 2009 by Philip Kotler and Kevin Keller (Author)

- Principles of Marketing, by Philip Kotler & Gary Armstrong, ,1997.

Page 51

http://www.amazon.com/s/ref=dp_byline_sr_book_1?ie=UTF8&text=Philip+Kotler+and+Kevin+Keller&search-alias=books&field-author=Philip+Kotler+and+Kevin+Keller&sort=relevancerank

http://www.amazon.com/s/ref=dp_byline_sr_book_1?ie=UTF8&text=Philip+Kotler+and+Kevin+Keller&search-alias=books&field-author=Philip+Kotler+and+Kevin+Keller&sort=relevancerank


- Mastering Marketing Paperback – 2008 by Ian Ruskin-Brown (Author)

7. A.2 WIBLIOGRAPHY


https://en.wikipedia.org/wiki/Marketing_mix

https://www.google.co.in/

https://www.academia.edu/

http://www.marketingdonut.co.uk/

7.3 B. Sample unstructured questionnaire


Question 2 : What would you say about the reliability of your product? Do you believe in quality or reasonable rates?

Page 52

http://www.marketingdonut.co.uk/

https://www.academia.edu/

https://www.google.co.in/

https://en.wikipedia.org/wiki/Marketing_mix


http://www.amazon.in/s/ref=dp_byline_sr_book_1?ie=UTF8&field-author=%C2%A0Ian+Ruskin-Brown&search-alias=stripbooks


Question 3: The Company is mainly into IT networking, so what is your take on technical support you provide to your customers?

Question 4: For any company to succeed in market today, the company requires appropriate sales and marketing personnel. Is your sales and marketing team competent enough to beat the competition?

Question 5: The Internet has revolutionized the computer and communications world like nothing before. Being an IT company, do you provide online assistance to your customers and clients?


Question 7: Have u experienced business abroad? And if not, do you have any long term strategy to trade abroad?

Question 8: Are you satisfied with the growth of your company or you expect to improve on the efficiencies of your staff to better promote your products?

Question 9: what activities your organization applies for redressing grievances of customers?


Question 11: How do you measure your results for marketing your products? Are your marketing strategies cost effective?

Page 53

Documents

Final Editing