A

FINALPROJECT REPORT ON
“SALES PROMOTIONAL STRATEGIES”
OF

STAR PAPER MILL LTD.

IN THE PARTIAL FULFILLMENT OF THERE REQUIREMENT FOR
THE DEGREE OF BACHELOR OF COMMERCE B.COM(HONS)
SESSION (2021-2024)

SUBMITTED TO: SUBMITTED BY:

DR. Pooja Maken Ramandeep
Assistant Professor Roll No. - 1221238
MMIM, MMDU B. Com Hons. 5TH

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 ACKNOWLEDGMENT

It gives me a great pleasure to submit this project to MAHARISHI MARKANDESHWAR

(DEEMED) TO BE UNIVERSITY. I take this opportunity with great pleasure to present before
this project on the “Sales Promotion” which is result of cooperation, hard work and good wishes
of many people. The most pleasant part of any project is to express the gratitude towards all those
who have contributed to the success of my project.

I would like to thanks DR. POOJA MAKEN who has been mentor for this project. It was only
through her excellence assistance and good suggestion that I have been able to complete this
project.

I am deeply grateful to DR. SUNAYNA KHURANA (Director) MAHARISHI

MARKANDESHWAR INSTITUTE OF MANAGEMENT for their everlasting support or
guidance on ground of which I have acquired anew field of knowledge the course structure created
for curriculum has benefited with inclusion on recent development in an organization and
management aspects.

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 PREFACE

For the completion of B.COM(Hons) it is mandatory to obtain training. This training session
really help me ingathering knowledge of market. I have prepared this project effective in Star
paper mill ltd. in which I have written about how an organization set their standards to make
comparison and better production. The training is one of the prime importance as it is the for
obtaining the best possible person-to-job fit that will, contribute significantly towards the
company effectiveness. It is also becoming increasingly important, as the company evolves and
changes, that new recruiters show a willingness to learn, adaptability and ability to work as a part
of a team.

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 EXECUTIVE SUMMARY

Training is an essential idea in human asset improvement. It is worried about fostering a specific
expertise to an ideal norm by guidance and practice. As, nowadays, humans are considered as asset,
their grooming serves the company as well society. Training is the vital component in the growth
of the company. Training is the demonstration of expanding the information and expertise of a
worker for making a specific showing. The Objectives were to know about the demographics of
employees working in KMT, to know about the most suitable technique of training in KMT, to
understand the impact of training on working efficiency, performance, productivity, knowledge
and skills of employees, to know about the employees’ awareness regarding training programs and
to understand the career development opportunities provided by the company. As per the study
84% trainees agree and 16% trainees disagree with training is necessary to impart knowledge and
skill, 10% trainees agree with on the job training is suitable training, 25% trainees agree with off
the job training and 15% has views about depends on need, 14% trainees are fully aware of training
programs conducted in the company, 40% very well know about this, 20% little knows about
programs conducted, 16% very less little knows about programs and 10% not at all knows about
programs conducted by company,96% are aware about the company providing carrier development
opportunities and 4% are not aware about the company providing carrier development
opportunities to trainees. As an association faces both interior and outside pressures for transforms
it is tackled by growing, expanding, taking on new innovation and so on. Training thus can be a
helpful guide for further developing the change interaction of the association

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 DECLARATION

I, RAMANDEEP declare that the project Training among the employees at Star paper mill ltd.
submitted to MAHARISHI MARKANDESHWAR (Deemed) To Be University for the partial
fulfilment of the requirement of degree of Bachelor of Commerce (B.com)(Hons) is a record of
original project work done by me. I further declare that this project has not been submitted to
any other university/institution of any degree.

RAMANDEEP

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6
 Table of Content

CHAPTERS CONTENTS PAGE NO.

Acknowledgement
Preface
Executive summary
Declaration
Certificate
Chapter 1 Introduction 7 to 15
Chapter 2 Industry And company 16 to 24
Profile
Chapter 3 Research Methodology 25 to 33
Chapter 4 Data Analysis 34 to 40
Chapter 5 Findings, Literature 41 to 53
Review, Suggestion &
Conclusion
Bibliography, 54 to 57
Questionnaire,

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 CHAPTER – 1

INTRODUCTION

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INTRODUCTION

“Marketing is a social and managerial process by which individuals and groups obtain what they
need and want, through creating, offering and exchanging products of value with others”.

- Philip Kotler.

Marketing includes all those activities having to do with effecting changes in the ownership and
possession of goods and services. It is that part of economics which deals with the creation of
time, place and possession utilities and that phase of business activity through which human wants
are satisfied, by the exchange of goods and services for some valuable consideration.

- American MarketingAssociation.

Marketing is the process of discovering and translating consumer wants into product and service
specifications and then in turn helping to make it possible for more and more of consumers to
enjoy more and more of these products and services.

Marketing consists of analyzing marketing opportunities, researching and selecting target

markets, designing marketing strategies, planning marketing programs and organizing,
implementing and controlling marketing effort.

Companies have to identify long and short term marketing opportunities and research the selected
market by measuring and forecasting attractiveness of the given market. Having selected the
market, the companies need to develop a differentiating and positioning strategy for the target
market. The marketing strategy must be transformed into marketing programs by deciding on
marketing expenditures and the marketing mix. The final step is organizing the marketing
resources and implementing and controlling the marketing plan.

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MARKETING MIX

Marketing mix is the set of marketing tools that a firm uses to pursue its marketing objectives in
the target market.

McCarthy has popularized a four-factor classification of marketing tools known as the 4P’s of the
marketing mix. They are:

• Product
• Price
• Place
• Promotion

Product:

Product stands for the firm’s tangible offer to the market, including the product quality, design,
features, branding and packing. It deals with new product development, product life cycle,
product mix, product lines, branding and associated services to a product. From the customer’s
point of view, it helps in satisfying the customer’s needs and wants.

Price:

Price is the monetary value of the product. Price deals with selecting the pricing objectives, setting
the price, discounts, allowances, payment policies and credit terms. It is very important to the
customers as it decides the cost the customer has to pay to gain the product value.

Place:
This marketing tool stands for the various activities the company undertakes to make the product
accessible and available to the customer. It involves market size, channel selection and
management, storage and physical distribution with the ultimate purpose of efficiently supplying
the company's offer to the target market. To the customer, this marketing tool refers to
convenience.

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Promotion:
Promotion stands for various activities the company undertakes to communicate and promote its
products to the target market. It involves communication programs i.e., direct marketing,
advertising, sales promotion, public relations and motivation of sales force. To the customer this
tool provides knowledge and information.

The Promotion Mix of a company includes the following tools:

Advertising:
It is any paid form of non- personal presentation and promotion of ideas, goods or services by
and identified sponsor.

Direct Marketing:
It refers to the use of mail, telephone and other non-personal contact tools to communicate with
or solicit a response from specific customers and prospects.

Personal Selling:
It refers to the variety of programs designed to promote or protect a company individual product.

Public Relations and Publicity:

It refers to the variety of programs designed to promote and or protect a company’s image or
its individual products.

Sales Promotion: -
The short-term incentive to encourage trial or purchase of a product or service refers to sales

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promotion. Whereas advertising offers a reason to buy; sales promotion offers an incentive to
buy. Since sales promotion directly push up the sales, increasing number of companies are
undertaking sales promotion activities.

SALES PROMOTION

Sales Promotion refers to the short - term incentives to encourage sales of a product or service. It
consists of a diverse collection of incentives tools, mostly short term, designed to stimulate
quicker and greater purchase of products or services by consumers.

PURPOSE OF SALES PROMOTION

Sales promotion tools vary in their specific objectives. They may be used to attract new
customers, to reward loyal customers and to increase the repurchase rates of occasional users.
Sales promotion usually targets brand switchers because non-users and users of other brands do
not always notice a promotion. Sales promotions are thus also seen as a tool for breaking down
loyalty to other products.
Sales promotions also let manufacturers adjust to short term changes in supply and demand and
differences in customer segments. They also let manufacturers to experiment by varying prices.
Sales promotions also lead to greater consumer awareness of prices.
To use sales promotion, a company must set objectives, select the right tools, develop
the best program and implement it and evaluate the results.

OBJECTIVES OF SALES PROMOTION

The specific objectives set for sales promotions will vary with the type of the target market. For
consumer promotions, objectives include encouraging purchasing of larger sized units, building
trial among non- users and attracting switchers away from the competitor’s brands. For trade
promotions, objectives may include; including retailers to carry new items and higher level of
inventory, encouraging off-seasonal buying, of-setting competitive promotions, building brand
loyalty of retailers and gaining entry into new retail outlets. The sales force promotions help in
encouraging support of a new product or model, encouraging more prospecting and stimulating
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off-seasonal sales. But most importantly, sales promotion should be focused on consumer
relationship building.

SALES PROMOTION TOOLS

Many tools can be used to accomplish sales promotion objectives.

Descriptions of the main promotional tools are as follows;

Consumer Promotion Tools: -

The main consumer promotion tools are as follows;

Samples:

They are offers of a trial amount of a product. It consists of inviting prospective purchasers to try
the product without cost or at a lower cost in the hope that they will buy the product. Samples
may be free or discounted.

Coupons:

Coupons are certificates that give buyers a saving when they purchase a specified product.
Coupons can be mailed, placed in advertisements or included with other products.

Rebates:
Rebate is also known as cash refund offers. Rebates are offers to refund part of the purchase price
of a product to its customers who send a proof of purchase to the manufacturer. These are like
coupons except that the price reduction occurs after the purchase and not at the point of sale.

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Premiums:

These are the goods offered either free or at a low cost as an incentive to buy a product.
Premiums may be in-pack or on- pack (outside the pack).

Prizes:

They are offers of chance to win something such as cash, trips or goods – by luck or through extra
efforts. Contests of talent and sweepstakes or draws the most popular prize offering promotions.

Tie-in Promotions:

Tie-in promotions involve two or more brands or companies that team up on coupons, refunds or
contests to increase their pulling powers.

Cross Promotions:

Cross promotions involve using one brand to advertise non- competing brand.

Advertising Specialties:

These are useful articles imprinted with an advertiser’s name, given as gifts to consumers.

Patronage Rewards:

They are cash or other awards for the regular use of company’s products or services. They are
values (in cash otherwise) that are proportional to one’s patronage of a certain vendor or a group
of vendors. They aim at building brand loyalty.

Pop Promotions:

Point of purchase (Pop) includes displays and demonstrations that take place at the point of
purchase or sale.

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TRADE PROMOTION TOOLS

More money is spent by companies on trade promotion (58%) than on consumer promotions
(42%). The major trade promotion tools are as follows:

Discounts:

It is also known as price-off or off-invoice or off-list. Discounts price cut off the list price on a
particular quantity purchased during a stated time.

Allowances:

They are the amount offered in return for an agreement by the retailer to feature the
manufacturer’s products in some way; displays, advertising or otherwise.

Free Goods:

Free goods are the extra merchandise offered to middlemen who buy a specific amount of a
product.

Companies also offer push money and specialty advertising items to the middlemen.

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BUSINESS PROMOTION TOOLS

Companies spend huge amount on promotions focused on industrial consumers. The major
business promotion tools are as follows:

Trade Shows and Conventions.

Sales Contests.

Clearly, sales promotions play an important role in the total promotion mix. To use it well, the
marketer must define the sales promotion objectives, select the best tools, design the sales
promotion program, pretest and implement the program and evaluate its results.

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 CHAPTER – 2

COMPANY PROFILE

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COMPANY PROFILE

Star Paper Mills Limited established in 1938, is an integrated Pulp and Paper Mill. Starting with
6000 MT/annum, it has come a long way and produced of 72000 MT in 2008-09. It produces a
wide range of Industrial, Packaging and Cultural Papers catering to almost all segments of the
Consumers. Star has a distribution network throughout the Country.
The Mill located at Saharanpur, U.P., has 4 Paper Machines producing a wide Range of Products
catering to different segments and meeting varied requirements of the customers.
Star Paper is an ISO 9001:2015, ISO 14001:2015 & ISO 45001:2018 Company.

Company has In-House R&D Unit recognized by Ministry of Science & Technology - Govt. of
India.
Star has won several awards in the fields of Energy conservation, Safety and Environment
Management

Facts Table of Star paper mill:

Nature of Business Exporter, Manufacturer, Wholesaler, Supplier

& Trader

Year of Establishment 1938

No. of Employees 24

No. of Engineers 02

No. of Designers 01

No. of Production Units 02

Production Type Automatic

Working As an Original Equipment Yes

Manufacturer

Warehousing Facility Yes (02)

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Export Percentage 25%

Importers/ Exporters Code 3316502483

Bankers Punjab National Bank

Standard Certifications ISO 9001:2008 & CE

Annual Turnover Rs. 4.5 Crore

GST No. 06AILPA7701R1ZY

Minimum Order Quantity 01

Payment Terms Advance Payment

Sample Availability Yes (Chargeable)

Delivery Time 10 Days

No factor is more important for customers than quality. Keeping customers consideration factor
of buying aforesaid products in quality at the top is Star paper Mill, a quality products
manufacturing company in Saharanpur, UP(India).

Progressive in all business works, we ensure all instruments and equipment are user-friendly. Our
equipment and instruments range assist companies’ industrial sector and outshine. We make every
product keeping in consideration various points like usability, availability of raw materials, and
others. For us, creation of high-end products is necessary which is why our machinery is kept up-
to-date. Association with leading names of the sector provides us benefit of getting raw materials
of top quality on time. We keep our customers assured for getting quality at right price as we aim
at becoming the sought-after manufacturer.

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Our Certifications

It is very important for companies to get certifications for quality, but at the same time it is very
difficult to get certifications as it requires consistent making of quality. At Star paper Mill,
consistent manufacturing of quality instruments, etc., has helped us become an ISO 9001:2008
certified entity. Not just this but also our products are Certification Marked (CE). Both of these
sets us above our competitors. Holding ISO certification makes us proud and our customers assure
that we have been making products as per national standards.

Production Expertise

Making of products in fine quality is not easy as a company has to maintain its infrastructure and
machines and keep on investing in new technologies, knowing so, we are maintaining each of the
facility we possess and also are investing on modern technologies. Different variety of
instruments, equipment and furniture are designed and developed using best methods. The storage
of the produce takes place in best manner as we have spacious godows.
Products

• Cultural papers
Product Name Applications
STAR COL PTG PINK,
YELLOW, GREEN Printing & Envelop Mfg..
,BLUE & BABY PINK
MAPLITHO WATERMARKED Security Paper printing
SS MAPLITHO ROYAL Printing, Copy Mfg.
Diary & Calendars ptg.
SS MAPLITHO NS
Book Printing
STAR CARTRIDG CARD W Card Mfg.
MF COVER PAPER(RF)NS Card Mfg..
Diary & Envelop Mfg..
REGALGRAPHIC ENVELOP
Book Printing
STAR PASTEL GREEN, ORANGE,
GOLDEN YELOOW, PURPLE, Children Scrap Book
GRAY, COFFEE & BRIGHT RED

Culture paper refers to writing paper or printing paper used to spread cultural knowledge, and is
called to distinguish it from other daily life papers. It mainly includes: coated paper, writing paper,
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double-adhesive paper, light coated paper and newspaper. The complete set of equipment’s for
making the pulp to form a part of the paper web is collectively referred to as paper machine,
which includes a headbox, a wire section, a press section, a drying section, a calendar, a rewinder,
a transmission device, and auxiliary systems such as vacuum, lubrication, heat recovery. Culture
paper machine is used to produce culture paper.

• Industrial papers

Paper manufacturing is a complex and highly automated process, and it requires advanced
technologies, equipment, and skilled workers to ensure that the final paper product meets the
desired quality and performance requirements.

The industry has made significant advances in recent years to improve the efficiency and
sustainability of the process, such as reducing water and energy consumption,

Product Specification:
Product Name Applications
STAR NOBLE/IVORY Carry Bags
MF STIFFNER COV /BOARD Soap Packing
STAR CUP STOCK Paper Cup Base

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STAR OVERLAY TISSUE Crockery Surface Printing
Biri Wrappers
MG POSTER ORANGE
Children Decorative
MG RIBB POS(MAGENTA)
MG RIBB POS(ORANGE)
MG POSTER WH. RIBBED Lamination Decorative
POSTER ARSR
Wedding/Greeting Card Soap Wrapper
Tobacco Packing
MG POS DEEPINK(RIB)
Children Decorative
Poly Coated wrappers,
MG POSTER / NS
Metallization
POSTER PRIME / NS Poly Coated wrappers
STAR KRAFT SUPREME Carry Bag
SHUTTERING GOLDRUST Wall Paper Decorative paper
RIBBED KRAFT(MS) Poly Coated wrappers
SS RIBBED KRAFT (MS) Poly Coated wrappers
STAR KRAFT ARCTIR Cooler Pads
Carry Bag
STAR KRAFT ESQUIRE
Shopping Bags
RIBBED KRAFT GOLDEN Grocery bags
Envelop Mfg.
KRAFT PLAIN Pizza Box Mfg..
Corrugated Box Mfg..
KRAFT PL(EVEREADY) Battery Jacket Mfg..
RIBBED KRAFT Poly Coated wrappers
Envelop Mfg..
KRAFT RIBBED PINK
Poly Coated wrappers
RIBBED KRAFT(S) Poly Coated wrappers
KRAFT ECO PLUS Envelop Mfg..
KRAFT PLAIN ABS. industrial Laminates
STAR PADDING PAPER industrial Laminates
Envelop Mfg..
KRAFT BEIGE
Copy Cover

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 • Cardboard

Cardboard, also known as corrugated cardboard, is a specially engineered material made from
paper pulp. It’s made up of different components that work together to make it strong, lightweight
and versatile. You might recognize the wavy shape of its distinctive fluting (or corrugation). This
is often sandwiched between two layers of board.

All this makes cardboard the perfect sustainable packaging material – and you might be using it
even more than you realize! Chances are, cardboard will be used to protect the online deliveries
that arrive on your doorstep, help you store your Christmas decorations safely in the loft or play
a major part in helping you pack up and move to a new house.

Nowadays, packaging is as important as it’s ever been – and across the world more and more of
us are seeking eco-friendly options to reduce the environmental impact of the packaging that we
all use and need.

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Cardboard is typically created using three carefully assembled layers of paper. These layers
include an inside and outside liner with a corrugated layer – or fluting – in the middle. It’s this
simple but innovative design that makes cardboard packaging so robust. The flutes prove effective
insulation from outside temperatures, whilst also keeping the structure nice and sturdy

Cardboard is a renewable packaging material as paper – which is used to create it – is made from
a natural, renewable resource, wood. Wood can be produced in an endless cycle thanks to
sustainable forest management.

Cardboard is 100% recyclable, and more than 80% of the cardboard we use in the UK is recycled
– that’s the best recycling record of any packaging material.

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 • Notebooks

A notebook (also known as a notepad, writing pad, drawing pad, or legal pad)
is a book or stack of paper pages that are often ruled and used for purposes
such as recording notes or memoranda, other writing drawing or
scrapbooking. Note books are available in the market in various sizes, shapes
& pages. Their sizes vary according to the requirement. Demand of notebook
will never come down as its need is still growing exponentially, it’s a business
that can never suffer a customer loss, and it’s a business that can take one to
stardom having its production. Notebook is a style of writing where people
jot down what they have thought or heard at the spur of moments
."Notebooks" that are technically index card holders are useful for those who
prefer to record one thought per card. Notebooks with covers designed by
professional artists are valued for their art more than their usefulness. Letter-
sized top-bound legal pads with extra stiff cardboard backing make writing
easy on the go.
Global Paper Notebooks market size is estimated to grow at CAGR of almost
9% with USD 18.8 billion during the forecast period 2020-2024. The "YOY
(year-over-year) growth rate for 2020 is estimated at 7.5%" by the end of
2024.

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 CHAPTER - 3
REASEARCH
METHODOLOGY

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 TITLE OF THE STUDY
The title of the study is – “A STUDY ON SALES PROMOTION STRATEGIES AT STAR
PAPER MILL”

STATEMENT OF THE PROBLEM

The project is mainly undertaken to study the sales promotional strategies at Star paper Mill. The
intention of the study is to find what attributes needs further improvement in order to make the
product more preferable in the market.

The main aim of the study is to uncover new relationship and identify any problem that may arise
in future. Hence, exploratory research is been conducted. Exploratory research as its name implies
endeavors of exploring the possibility of doing research on a subject where due to lack of existing
knowledge framing and testing the hypotheses is difficult. In today’s crowed marketplace where
products and services are touting themselves to be the best, it is vital to stand out in the crowd.
The study was undertaken to explore how a company or brand can ensure a store that stands out
and not get lost in the crowd.

OBJECTIVES OF THE STUDY

1. To study the various promotional strategy adopted by Star paper Mill.

2. To find out new ways to attract customers towards our product.
3. To observe and understand the sale promotion practices followed by Star paper Mill.
4. To find out the communication process of the organization.

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SCOPE OF THE STUDY

This project was undertaken for a specific period in Star paper Mill., Saharanpur. It is an exercise
that is well planned into the curriculum giving the researcher a valuable opportunity to understand
the working dynamics of the organization and to experiment and exhibit the recently acquired
management and administration skills.

The prospect of the Industrial unfactored in India seems positive. The Indian automotive product
has awakened to interesting times! The last ten years have seen changes in the shop windows of
Paper manufacturer retailers. Consumers today no longer look for more practicality in automotive
products i.e., lifestyle living. Realizing the tremendous market potential and to make the most of
it, the study was undertaken.

LIMITATIONS OF THE STUDY

Every study is bound by limitations and as such this is no exceptions.

1. “Change is Constant” rule of nature. Hence, the study undertaken may not hold good for longer
duration.
2. The study was conducted under the assumption that the information given by the respondents
is authentic.
3. The analysis and suggestion are given only with respect to marketing aspects as technical
suggestion with respect to the product could not be given.
4. There were time constraints.
5. Confidential matters were not disclosed by the company.

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 METHODOLOGY OF THE STUDY

A variety of methods of study have been adopted by the researcher to fulfill the objectives of the
study.
➢ In order to have a better grasp of the study, the researcher chose to become a keen observer,
studying the various aspects of the organization.
➢ To have a broader perspective of the study, the researcher attended the Lifestyle Exhibition at
Palace Grounds wherein the products of Star paper Mill. were displayed.
➢ In order to fund out the market realities, the researcher visited the showrooms of certain
companies having almost similar product profile as that of Star paper Mill.
➢ With a view to understand the crunch of the matter and to find out the ground realities, the
researcher formed a schedule specifically for the set of respondents. The researcher met the
respondents personally, interviewed them and made them to fill the questionnaire.

The researcher has done the research in the following manner;

1. Type of the research undertaken is analytical.

2. Technique used is random sampling.
3. Sample size taken is 50.
4. Sources of data used include both primary as well as secondary data.
5. Tool used for the research is questionnaire.
6. Plan of analysis are tables and graphs.

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DATA COLLECTION METHODS

In this study, the foremost data collection instrument used is the questionnaire method. The
questionnaire has been designed with both open ended and closed ended questions. Apart from
this, the research instrument consists of primary and secondary data collected for the study.

Primary Data:

Here first hand information is obtained by distributing printed questionnaire to the marketing
executives of the company. Data was also obtained from the observation and interview technique
adopted by the researcher. Moreover, information was disseminated by the departmental heads.

Secondary Data:

Here the information is obtained from the brochure of Base Corporation Ltd., books, websites,
newsletter, journals, magazines, newspapers, etc.

SOURCES OF DATA

Primary Data Secondary Data

Questionnaire Newsletter
Observation Journals
Interviews Magazines
Visits to other. Newspapers
Companies Information Books
Through Departmental heads Websites
Surveys: -
Asking direct questions to your customers is probably one of the most popular, also an effective
method of gathering data. Web based surveys are definitely quick and easy for the respondents.
30
They usually have limited answers to choose from with a few open questions.

Interviews: -
A one-on-one interview is probably the most personal method to choose from. The interview is
ideal when you want your data analytics to be in-depth. It allows you to ask specific questions,
and if the answer is not clear enough, you can always follow up with another question.
Unfortunately, the results of such interviews are at the risk of being generalized based on
conclusions, and it shouldn’t be done.

Online Tracking: --

Tracking customers’ behavior allows you to have greater insight into their preferences. You can
track not only customers’ behavior but also their transactions. What they bought, what they were
interested in, what they left in the basket – all this information helps plan your business strategy.

Focus Groups: -
Focus groups are basically the same as interviews but are conducted in a group. Ideally, the focus
group should have between three to ten people maximum, plus a moderator. The general idea of
a focus group is that each participant can share the opinion, but it also leaves a place for discussion
within the group.

Marketing Analysis: -
This sub department is mainly concerned with the inspection of raw materials. The raw materials
are supplied mainly by four companies namely Nova pan, Space wood, Bhutan Board and Nepal
31
Board and Nuwood. For bulk orders, direct purchase is made from the local companies such as
Marino Ply, Greenland, Verulam and Kalachandra.

The raw materials obtained are with respected with regard to requirements and specifications.

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 SWOT Analysis

Strength Weakness

High cost of products and limited cash flow.

• Innovative products in the market
High overhead costs
• Affordable prices
• Loyal current users
Opportunity Threats

Expand social media presence

• A lot of players are existing in the market
Purpose working groups

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 CHAPTER- 4

DATA ANALYSIS AND

INTERPRETATION

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Q1. Representing the gender of the marketing executives

Gender No. of Respondents Percentage

Male 6 20%
Female 24 80%
Total 50 100%

Graph 1
Gender of the Marketing Executives

No. of
Respondents

Interpretation: -
80% of the respondents are male. 20% of the respondents are female. Majority of the marketing
executive are male. The ratio between male and female is greater.

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Q2. Representing the pricing of products

Prices No. of Respondents Percentage

High ─ ─

Reasonable 16 54%

Competitive 14 46%

Low ─ ─

Total 50 100%

Graph 2
Pricing of the products

High Reasonable Competitive

Low

Interpretation

54% of the respondents are of the opinion that the products are reasonable.46% of the respondents
are of the opinion that the prices of the products are competitive. None of the majority of the
respondents opine that the prices of the products are reasonable. The prices of the products are
reasonable though they are competitive.

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Q-3 Representing the major competitors of Star paper Mill with regard to

Laboratory Products

Major Competitor No. of Respondents Percentage

No dominant player 24 80

Godrej 4 13

Whirlpool 2 7

Total 50 100

Graph 3
Major Competitors

50

25 24

20
No dominant
15 player
10 Column1
4

No. of

Interpretation

Majority of the respondents i.e., 80% opines that there is no dominant player in the market. 13%
of the respondents are of the opinion that the Godrej is the major competitor. Whirlpool is
considered as the major competitor by 7% of the respondents. Though brand names like Godrej
and Whirlpool came into the picture but the fact reveals that there is no dominant player in the
market. So, everyone is competing with each other.

37
Q4. Representing the competitor’s strength.

Strength No. of Respondents Percentage

Quality ─ ─

Brand Image 24 80

Pricing ─ ─

Promotional Activities 6 20

Total 50 100

Graph 4
The Competitor's Strength

Interpretation
50

25 24

20
Quality
15 Brand
Pricing
10

No. of Respondents

80% of the respondents are of the opinion that the competitor’s strength is brand image.20% of
the respondents opine that promotional activities are the strength of the competitors. one of the
respondents feel that quality and pricing are the strength of the competitors. Majority of the
respondents opines that brand image is the strength of the competitors.

Q-5 Representing the quality of products of Star paper Mill with respect to other
competitors.

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 Rating No. of Respondents Percentage

Good 17 57

Very good 13 43
Fair ─ ─

Poor ─ ─
Total 50 100

Graph 5
Quality of the products of Star paper Mill with respect to other competitors

Interpretation
Majority of the respondents i.e., 57% are of the opinion that the products are of good quality with
respect to other competitors. 43% of the respondents opine that the products are of very good

quality with respect to the other competitors. None of the respondents are of the opinion that the
products are of fair or poor quality with respect to other competitors. Majority of the respondents
is of the opinion that the products are of good quality and is at par with other competitors having
brand names

Q 6. Representing kind of products sold more per month

39
 Products No. of Respondents Percentage

Industrial Products 27 90

Industrial Products and 3 10

Automotive Products
Total 50 100

Graph 6
Kinds of products sold more per month

Interpretation
1

5 1 1
1 0
25 24
8
7
2 Reasonable price
6 0 Quality
Electronic
1 Products
Customized
4 5 Electronic
1 3 Products and
0
2

0
No. of
No. of
Respondents
90% of the respondents are of the opinion that modular kitchens are sold more per month. 10%
of the respondents are of the opinion that modular kitchen and wardrobes are sold more per month.
Majority of the respondents is of the opinion that modular kitchens are sold more per month.

Q 7. Representing representing the merits of the products of Base Corporation that

differentiates

40
 Merits No. of Respondents Percentage

Reasonable price 10 33
Quality 7 24

Customized product 10 33

Finishing 3 10

Total 50 100

Graph 7
Merits that differentiate products of Star paper Mill

Interpretation
33% of the respondents are of the opinion that reasonable pricing and a customized product
differentiates the products of Ferror dek from that of others. 24% of the respondents are of the
opinion that quality is the differentiating factor. 10% of the respondents are of the opinion that
finishing is the differentiating factor. Reasonable pricing and customized products differentiate
the products of Feror dek from that of others. In fact, all the merits such as reasonable pricing,
customized products, quality and finishing contributes in differentiating the products from others.

Q 8. Representing the factors which play a major role in demand generation

Factors Ratings
5 4 3 2 1

41
 Price of the product 4 3 0 1 1
Awareness about the product 3 1 0 4 1
Delivery of the product ordered 1 0 5 1 2
Presentation about the product 0 2 0 3 4
Design of the product 1 3 4 0 1

5 - Very important, 4 - Important, 3 - Makes little difference, 2 - Not important, 1 – Does not
make any difference.

Graph 8
Factors playing a major role in demand generation

Interpretation

Demand generation

Price of the product plays a major role in the demand generation. Design of the product plays an
important role in demand generation. Delivery time of the product ordered can make a little
difference in demand generation.

42
 Q 9. Representing the promotion of the products of Star paper Mill.

Promotions No. of Respondents Percentage

Paper insertion 7 24
Telemarketing 10 33

Display stalls ─ ─

Participating in exhibition 10 33

Direct mail ─ ─
Presentations ─ ─

Showrooms 3 10

Total 50 100

Graph 9
Methods of promoting the products

1
2
1
0
Paper insertion
Telemarketing
Display stalls
Participating in
exhibition Direct
mails

No. of
Respondents

Interpretation

The company adopts a variety of promotional methods such as paper insertion, telemarketing,
display stalls, participating in exhibition, direct mail, presentations and showrooms.

43
Q 10. Representing the discount if given on repeat purchase

Discounts Given No. of Respondents Percentage

Yes 27 90

No 3 10

Total 50 100

Graph 10
Discounts given on repeat purchase

No. of Respondents

Interpretation
90% of the respondents are of the opinion that the discount is given on repeat purchase. 10% of
the respondents are of the opinion that discounts are not given on repeat purchase. Interpretation
majority of the respondents is of the opinion that discounts are given on repeat purchase.

44
Q 11. Representing the percentage of discounts given on repeat purchase

Percentage of Discount No. of Respondent Percentage

2 – 5% 20 66

6 – 10% 5 17

11 – 15% ─ ─

16 – 20% ─ ─

None 5 17

Total 50 100

Graph 11
Percentage of discount given on repeat purchase

2
5
2
2 0
0
2-5%
1
5 6-10%
11-
15%
5

No. of
Respondents

Interpretation
66% of the respondents are of the opinion that 2-5% discount is given on repeat purchase. 17%
of the respondents opine that 6-10% of discount is given on repeat purchase.17% of the
respondents are of the opinion that no discount is given on repeat purchase. Majority of the
respondents are of the opinion that 2-5% discount is given on repeat purchase. The company does
not adhere to any stringent norm while giving discount on repeat purchase as there is difference
of opinion among the respondents.

45
Q 12. Representing the way of marketing of the products

Way No. of Respondents Percentage

Direct marketing (Showroom) 50 100

Retailers ─ ─

Dealers ─ ─

All of the above ─ ─

Total 50 100

Graph 12
The way of marketing of the products

3
5 5
5 0
0

2 Direct
5 marketing

2
Dealers

No. of
Respondents

Interpretation
100% of the respondents are of the opinion that the marketing of products are through direct
marketing. The products are marketed through direct marketing and dealers and retailers are not
involved in the marketing process.

46
Q 13. Representing the target consumers

Target No. of Respondents Percentage

Foreign hospitals 27 90

Retailers 3 10

Wholesalers ─ ─

Total 50 100%

Graph 13
The Target Consumers

5
0
2
5
2
0
Foreign
1 hospitals
5 Retailers

1
0

Respondent
s

Interpretation

90% the target customers are from foreign hospitals. 10% of the target customers are retailers.
The target consumers are the foreign hospitals and retailers.

47
Q 14. Representing the kind of incentives received by the employee

Kind of incentives No. of Respondents Percentage

Commission ─ ─

Schemes ─ ─

Free gifts ─ ─

Recognition 17 57

Nothing at present 13 43

Total 50 100

Graph 14
Kind of incentives received by the marketing personnel

Commission
Sche
mes
Free

No. of
Respondents

Interpretation
100% of the respondents are of the opinion that no incentives are given at present. No incentives
are given to the marketing personnel at present.

48
CHAPTER – 5
FINDINGS, CONCLUSION
,LITERATURE REVIEW
AND
SUGGESTIONS

49
Findings:

• Though brand names like classmates and A1 Inter automotive products came into
1. the picture but the fact reveals that there is no dominant player in the market. So
2. every player is vying with each other to capture a larger pie in the markets.

3. Transparency is maintained at the levels of the organization.

4. The products are marketed through direct marketing (showroom) and dealers are
not involved in the marketing process so far.
5. The activities carried out by each and every department of the organization is
systematic. No incentives are given by the company to its marketing personnel at present.

50
CONCLUSION

“No man has the right to dictate what other men should perceive, create or produce, but all should
be encouraged to reveal themselves, their perceptions and emotions and builds confidence in their
creative spirit!”

This inspiring thought of Ansell Adams is well appreciated by new style marketing organizations
which understand that “boxes and lines” structures can’t drive value in fast moving environments.
No doubt, Star paper Mill. is one of them because they believe in teamwork. Today, the need of
the Indian consumer evolves beyond “roti, Kapadia aur Makana”. The game in the new-breed
automotive products is no longer furnishing. It is about “home dressing”. To capture opportunities
continually, the company must have a continual flow of ideas.

In today’s crowded market place, where products and services are touting themselves to be the
best, it is vital to stand out in the crowd. From the various channels of advertising, point of sale
displays and how the employees are relating to the customers. It is important for Star paper Mill.
to establish and reinforce an unmistakable brand and corporate identity in all channels of fickle
minded consumers. Herein, lays the importance of the Japanese proverb which says – “Thinking
without action is a daydream and action without thinking is a nightmare”.

51
 Recommendations

This chapter lists the various recommendations and suggestions with respect to the findings and
in congruence with the objectives of the study.

1. It’s overwhelming to find out that the organization works in a systematic manner. A blend of co-
ordination will definitely enhance the performance of the company.
2. Quality clubbed with reasonable pricing and quick delivery made the product of the company
stand apart. The marketing campaign should focus on this aspect and made according to its line.
3. The strength of the company is its customized products. This very fact must be highlighted in the
marketing campaign.

4. As the products are reasonably priced, the ambit of the target consumers should be stretched so
that middle class consumers also fit into it.
5. The company must stick to a norm while giving discounts on repeat purchase. This will certainly
help in sales promotion in order to create repeat purchase.
6. In order to have a rapid market access, the company can include dealers, if not retailers at the
moment.
7. The company can introduce some reward schemes so that a person is benefited after the
fulfillment and over achievement of the target. This is predominantly done to motivate the sales
force and enhance their performance.
8. Other than emphasis on design, craftsmanship and product quality, the company’s unique strength
also lies in its capability as a fully – integrated Industrial manufacturer. This fact should be
highlighted during the advertisement campaigns.
9. The need of the hour is aggressive marketing.

52
 Suggestions:

1. The company should explore all possible ways in order to aggressively sell its products. So, the
company can register itself in Laboratory products.co.in as it is India’s biggest online B2B plan
with largest virtual Industrial products directory.
2. The construction industry is in boom. In order to tap the potential market, the Company can
advertise in a magazine named ‘Builders Grid’. This will help in showcasing the products of the
magazine. This can add an extra spice to sales.
3. In today’s crowed market place in order to increase the size of the pie, the Company can adopt
innovative promotional strategies.

One of them can be suggested as ‘Dream House’ road shows. It will help in creating and
reinforcing the Company’s identity in the minds of the consumer.
4. In order to be extra ordinary, the Company has to walk the extra mile. A method named
‘Experimental Marketing’ can be adopted by the Company wherein the prospective consumers
can be invited to visit the showroom and touch and feel the products.
5. Since the competition is intense, so there should be some value addition so as to make the
Company stand apart in the market. One such way is to improvise the customer service.
6. Consumer is the king in the market. This fact should be deeply rooted in the minds of the
employees. The Company can adopt some ways to listen to the customer’s feedback which should
be noted in writing so that it will help in continual improvement and make the company to be in
the right track always. Moreover, a sense of involvement will be felt by the customers whish can
give the company a cutting edge.

53
LITERATURE REVIEW

54
REVIEW OF LITERATURE
Business organisations are constantly seeking ways to enhance their performances in order to
compete actively and aggressively in the market. Profit-seeking organisations have long
recognised the importance of creating value in the products and services they offer to the
customers, all in the common objective to deliver commercial goods efficiently in order to keep
the current customer-base satisfied. Aside from inculcating loyalty among the members of the
clients and customers of a business organisation, companies are likewise aware of the need to
widen and extend the reach of the company’s products and services to new markets in order to
increase its share on clients and customers. Strategies, plans and techniques in the areas of
operations, communication and marketing, sales, supply chain, logistics, research and
development, performance measurements as well as social and corporate obligations and
responsibility are continuously improved all for the benefit of the target market. Once companies
become successful in these organisational and managerial areas, sustained economic development
is envisioned. This literature review aims to present a critique of existing, published literatures
that analyse the relationship between marketing strategies and the firm’s performance.
Historically, marketing strategy formulation is viewed as an antecedent to performance outcomes
(Lages 2000). It is the modus operandi that allows an organization to concentrate its limited
resources on the best available opportunities to increase sales and achieve a sustainable
competitive advantage (Michael Baker 2021)

Marketing strategy has been a salient focus of academic inquiry since the 1980s, according to
(Mavondo 2000). There are numerous definitions of marketing strategy in the literature and such
definitions reflect different perspectives (Li et al 2000). A traditional definition of marketing
strategy is a plan for pursuing the firm’s objectives or how the company is going to obtain its
marketing goals with a specific market segment (Orville and Walker 2008; Theodosio, Leonidus,
2003; Kotler, Armstrong, 2009) while Brodrechtova (2008) explains that marketing strategy is a
roadmap of how a firm assigns its resource and relates to its environment and achieves corporate
objective in order to generate economic value and keep the firm ahead of its competitors. In
laymen terms it is to determine the nature, strength, direction, and interaction between the
marketing mix-elements and the environmental factors in a particular situation (Li et al 2000).
According to Levie (2006), the aim of the development of an organization’s marketing strategy
development is to establish, build, defend and maintain its competitive advantage. A thorough
analysis of the newest scientific articles on strategic management and organisational behaviour
indicates that 71% of them analyse company performance as a dependent variable, 12% of them
analyse it as an independent variable while
11% of the studies analyse performance as a dependent as well as an independent variable
(March and Sutton1997). Firm’s performance, on the other hand, is a well-established measure in
marketing literature. Wemeasure it through sales volume, profitability and market share for the
current period (current firm performance), and perceived satisfaction with these measures when
considering the previous year. (Past firm performance)
Four papers that are discussed in this review, discuss different strategies and their effect on a
firms performance.

55
ANNEXURES

56
QUESTIONNAIRE
A copy of the questionnaire, some eye sizzlers showcasing the products of the company and paper
insertion are enclosed herewith.
Name
Address:
Designation
1) Sex
• Male
• Female
2)How are you priced?
a. High
b) Reasonable
c) Competitive
d) Low
3)Who is your major competitor?

4)What is your competitor’s strength? / What makes you ahead of him?

a)Quality
b) Brand image
c)Pricing
d)Promotional activities

5)What do you say about the quality of your products?

a) Good
b)Excellent
c)Fair
d)Poor

6)Which products are sold more per week/per month?

57
7)Do you agree that your company offers good quality products at reasonable prices?
a)Strongly disagree
b)Disagree
c)Strongly agree
d)Agree
8)Do you think that price of the product plays a major role in the demand generation?
a)Never
b)Not very often
c)Sometimes
d)Very often
e)Extremely often

9)How do you promote your products?

a)Paper insertion
b) Telemarketing
c)Display stalls
d)All of the above

10) Do you give any discount on repeat purchase?

a) Yes
b) No

11) If yes how much discount do you give?

a) 2-5%
b) 6-10%
c) 11-15%
d) 16-20%

58
12)What are the ways of marketing of your products?
a) Direct marketing
b) Retailers
c)Dealers

13)Who are your target consumers?

a)Foreign hospitals
b)Retailers
c)Wholesalers
d)Corporate

14)What kind of incentives are you getting?

a) Commission
b) Schemes
c)Free gifts
d)Recognition

59
BIBLIOGRAPHY

STAR PAPER MILL Saharanpur(UP)

http://in.in.linkendin.com/company
https://www.basebattreies.com

60