SUMMER INTERNSHIP REPORT

On

“Studying the effects

STUDYof OFmarketing strategies &
DIGITAL MARKETING customer
AND SEO satisfaction
Towards
Trackon Courier
Submitted for the partial PvtofLtd”
fulfilment the degree of the
Submitted for the partial fulfilment of the degree of the
“Bachelor of Business Administration (BBA)”
(2024-
(2021-2024)
2025)

Management Education Research Institute

Affiliated To Guru Gobind Singh Indraprastha University

Sector 16-, Dwarka, New Delhi

Supervised By: Submitted By:

Abhishek
Akshit Bhatt Kumar
Dr.Eti
Dr. Simranjeet
Jain
Roy
Kaur Bagga th
(Assistant
(Assistant Professor) 04215101722
(BBA-5 Semester)
Professor)
MERI (01315101721)
MERI

1
 Declara
Declaration
tion
I hereby declare that this Project Report titled “Study on Digital Marketing and Search
Engine Optimization” submitted by me to Management Education and Research Institute
(MERI) is a bonafide work undertaken and has not been submitted to any other University
Institution for the award of any degree diploma certificate or published any time before.
I hereby declare that this Project Report titled “Studying the effects of

marketing strategies & customer satisfaction towards Trackon

Courier Pvt Ltd” submitted by me to Management Education and

Research Institute (MERI) is a bonafide work undertaken and has not

been submitted to any other University Institution for the award of any

degree diploma
Akshit Bhatt certificate or published any time before.

Abhishek Kumar
Roy
04215101722

4
 Internal Guide Certificate
To whomsoever it may concern
Internal Guide Certificate
This is to certify thatTo the project work
whomsoever it may“Studying
concern the effects of marketing
strategies
This is to&certify
customer satisfaction
that the project work “Study towards Trackonand
on Digital Marketing Courier Pvt Ltd”
Search Engine
madeOptimization”
by Abhishek made Kumar
by Akshit Roy,
Bhatt, BBA,
BBA, VVSemester
Semesteris anis an authentic
authentic work
work carried carried
out by
out by him under supervision of Internal Guide Dr. Simranjeet Kaur Bagga.
him under supervision of Internal Guide Dr. Eti Jain.
The project report submitted has been found satisfactory for the partial
The project
fulfilment of thereport submitted
degree has been found
of Bachelor of satisfactory
Businessfor the partial fulfilment of the degree
Administration.
of Bachelor of Business
Dr. Simranjeet Kaur BaggaAdministration.
(Assistant Professor)

Dr. Eti Jain

(Internal Supervisor)

5
 Acknowledge
ment

Acknowledgement
I have been very fortunate to get the opportunity to work on research project
I have been
“Studying theveryeffects
fortunate to
ofgetmarketing
the opportunity strategies
to work on research
& project “Study on
customer Digital
satisfaction
Marketing and Search Engine Optimization” I hereby take this opportunity to express my
towards Trackon Courier Pvt Ltd” I hereby take this opportunity to my
profound gratitude towards Management Education & Research Institute (MERI) for
profound gratitude towards Management Education & Research Institute (MERI)
giving me an opportunity to work on a valuable project. I would like to extend my deepest
for giving me
regards andan opportunity
gratefulness to Dr. to
Etiwork on a valuable
Jain ma'am, my project project.
guide who Icontinuously
would likeguided
to extend
my deepest regards
me throughout andof the
the course gratefulness to Dr.
project. Monitoring Simranjeet
and constant Kaurthroughout
encouragement Bagga, my
theguide
project course of
whothis continuously
study made the successful
guidedcompletion of this project
me throughout thepossible.
course of the project.
Monitoring and constant encouragement throughout the course of this study
made the successful completion of this project possible
Signature

Abhishek Kumar Roy

04215101722

Signature: Akshit Bhatt

(01315101721)

6
 Executive
Summary

Executive Summary
I prepared my summer internship project on “Studying the effects of marketing
This report stresses on the work experience I Have gathered as an Intern in the digital marketing
strategies & customer satisfaction towards Trackon Courier Pvt Ltd”. Trackon
at Excellence Enablers Private Limited from 2 August,2023 until 15 September,2023. In this
courier is one type of logistics company. Logistics is about the movement of
Report, I mainly
materials, have incorporated
information and couriermy service
experience at Excellence
from one place Enablers Privatedepends
to another Limited on

theespecially
location in of
Search
the Engine Optimization,
customer. Social Bookmarking’s,
Every company dreams of Article Submission,
achieving goodImage
delivery
of Submission, PPT Submission,
the right product in theApollo
rightSoftware.
quality Above mentioned are
and condition, atthe techniques
the of Search
right place, at the
Engine
right Optimization.
time, to the rightDuring the tenureatofthe
customer my right
internship, every day I was assigned by 4-5 task
price.
per day. of
Delivery Ongoods
my firstto
daythe
of internship,
customerI was guided
in the through
most the task
reliable and responsibilities
transit time (and as thatshort
as have
possible). "Reliable"
to be done refers totenure.
during the internship some guaranteed transit time for packages to
reach customers or the response that organizations need in case of any
First Phase of my internship was about getting familiar about the services offered by excellence
exceptions.
enablers private limited. After few days I was put into promoting the services of the company
Back flow of confirmed and signed delivery notes, without which in many cases
through different digital marketing techniques. I worked on different platforms for promoting
the collection of invoices is practically impossible. Especially for companies that
the services.
do multi-location contracts that could cover hundreds of cities. The task for
suppliers is overwhelming
Second phase – planning
included use of apollo software. the logistics
In apollo of I delivering
software to how
got learn about all to
these
locations and hoping
gather information that companies
of different 100% ofinthe delivery
effective records
and efficient wayare returned
and in less time before
as
invoices
well. can be presented to the customer. In most IT companies, the role of
"logistics" or "fulfillment" is key.
Third Phase included of making of content for the post of promoting the upcoming events of
Nowadays, the ability to respond to customer needs is a decisive factor. The
the company.
winner is theThird Phase also that
business included use of canvas platforms
immediately satisfieswhere
theI prepared brouchers,
customer's needs.
ppt’s and many
Integrated more. can serve as an effective tool for success in today's
logistics
competitive business
Digital Marketing environment.
is all about combination of various things- value of content is most important
The goal
as the of logistics
people management
who are searching online haveis totobereduce
provided inventory holdingwhich
with the information costsis and
improve profits while increasing customer satisfaction.
relevant& they can use. If one succeeds in doing this rest of the sales follow.

7
TABLE OF CONTENT
(INDEX)
"Industry Overview” & "Company
overview"
Chapter :- 1
 Logistics Industry
1.1. (Courier services)
1.1.1. What is Logistics :
Logistics is overall process of managing transportation
way and store all product and transported to final place.
Logistics company’s work is take product from specific
place and deliver this product to specific area depend
on customers area.
1.1.2. Indian Courier, Parcel :
Rear, and Parcel (CEP) refers to the collection of
services that involve the delivery of various goods and
products to locations by land, air or water.
 Control of network
Modernisation & Technology
Standardisation
The market for courier, and parcel (CEP) in India is projected to increase at
a compounded annual increase rat of over 10.5% because of increase in the
e-commerce segment, high internet entrance among people, and latest
technology innovation & creativity
Logistics company’s , especially in the CEP business, must be thoughtful in
terms of technology investments that may otherwise disrupt the business.
The preface of Goods and Services Tax (GST) in the country has
likewise strongly affected the online/e- commerce logistics market as all
indirect taxes have been combined into one. It allows logistics companies to
facilitate the movement of products within the country.
When you start coordinating with logistics company what are the things you
need to think about before choosing a shipping service company ? A large
number of orders can be placed, but success can only be measured by order
completion and customer satisfaction. After the order is placed, the new
logistics system switches into high gear to ensure that the product parcel
makes its journey by sea, road or air to its final place.
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1.2. List of top 10 best Fastest & Satisfied courier
service provider companies in India :
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The global courier services market is experiencing significant increment

and will increase significantly in the next few years. Courier service is a
device used to deliver messages, parcels, goods, mail, etc. from one place
to another. The courier company offers delivery convenience in the
neighborhood or universal areas. Courier services are recognized by their
tracking features, speed, security, shipping method, etc. Courier
service is an necessary requirement for individuals or organizations who
sell items on the web and need a delivery solution to send many
packages. Courier services use courier software services to provide
electronic tracking details and electronic delivery confirmation. Courier
services are generally expensive compared to regular postal services.All
top 10 company’s market segment as under . how to work at different
segmentProduct segment like Courier, Parcels, . Business segment is B2B,
B2C, C2C.
All delivery destinations is Domestic & International supply.
1.2.1. B2B Delivery:
Business to business delivery it means With increasing competition in
business, you sometimes have to look for new ways to get ahead of the
competition, whether that means reducing waste in part of your supply
chain, redesigning some of your business processes, or even innovating
new products or services. B2B delivery is one such area where modern
businesses could think of new ways to optimise or make more efficient use
of existing processes.
1.2.2. B2C Delivery :
Business to customer competency simply means where products are
delivered directly to the end customer place. B2C Fulfilment is about
providing the best last-mile delivery experience to consumers. B2C is less
complex and quite simpler compared to B2B delivery, as we generally deal
with small packages, standardised prices and low shipping costs.
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providing its customers with premium courier services 24/7 at reasonable
rates on a consistent basis. We enable our customers to thrive by
delivering their products on time and professionally. We will constantly
strive to exceed our customers’ expectations by providing superior
solutions to their needs.
1.2.3. All top 10 courier services company’s Vision:
To be a leader in service quality. Striving towards global market share
whilst maintaining dominance in the domestic market through good &
excellent customer service.
1.2.4. All top 10 courier services company’s Value :
Focus on the customer. We treat every customer as our only customer. We
strive to exceed customer expectation. We anticipate situations. We
always fulfil commitments with a sense of urgency. We proactively review
our practices for the benefit of our customers and our company.
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company in India to achieve an ISO 9001 Certification an provide
its website on internet. This company’ main beneficial thing is
insurance that is different from other transportation company.
When any person deliver the product through TRACKON COURIER
so company provide a insurance cover to customer for products
protection.
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1.3.1. History of Company:
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Trade name:- TRACKON COURIER Co.

Type of Co:- Private Limited
Industry:- Courier, Parcel, .
Establishment:- 2004.
Founder /Owner :- Prabhat Kumar Anand
Main Office / quarter :- Naraina, New Delhi, India
Services:- Deliver of product, mailing , Third person logistics.
Parents of the company:- XPRESSEES
TRACKON COURIER is a logistics company. They provide product
delivery, mail, Third person logistics. In 2004, TRACKON COURIER
entered into a business and in 2022 , Epressbees invested in it.
1.3.2. Turnover of Company:
The company reported a profit after tax of ₹ 89.48 crore for the quarter ended
30 September 2021 (the corresponding quarter of the previous year was ₹
41.39 crore); Operating revenue for the quarter ended 30 September
2021 was ₹1,123.57 crore.

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1.3.4. Mission of the Company:
To provide our customers with the highest quality service by continuously
improving cost efficiency and meeting delivery deadlines. To encourage our
employees to constantly strive for quality and excellence in everything they do.
Foster teamwork and create a work environment that fosters talent and brings
out the best in our employees. We are committed to developing and
rewarding our people who, through high quality and professional service
and the use of sophisticated technology, profitably meet and exceed customer
and stakeholder expectations.
1.3.5. Vision of the Company:
To be best and set pace in the air integrated transportation and distribution
industry, with a business and human conscience. And ensure continued
excellence in customer-centric delivery capabilities.
1.3.6. Quality Policy of the Company:
We are committed to provide quality logistics services consistently at
reasonable price and to continually improve the same to achieve customer
delight on a sustainable basis.
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1.4. SWOT Analysis of the Company:
1.4.1 Strengths
Strengths are the benefits of a company has over its competitors. Let's take a
look at some strengths of TRACKON COURIER Co.
1. Branding - TRACKON COURIER has a strong brand image and brand
value.
2. Advanced Technology - It has smart truck technology with “smart”
pickup and route planning technologies
3. Extensive Network - TRACKON COURIER has the most extensive
domestic network covering over 21,000 locations
1.4.2 Weaknesses:
Weaknesses are factors that need to be worked on to make the company
stronger.
4. Less Visibility - TRACKON COURIER is less well known when compared
to higher level global players. They need to work on building their brand
awareness by focusing on their marketing.
5. Lack of proper training - Lack of training for couriers and delivery people
who face the customer directly is a problem as they are the face of the
company.
6. They highly depend on economic scenario
7. There is a heavy work load
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1.4.3 Opportunities:
lOMoARcPSD|48320606

Opportunities are external factors that can strengthen a company if they are
seized at the right time and worked on correctly .
1. The existing infrastructure can be utilize for a larger capacity
2. Global Expansion – Trackon courier can expand globally and focus
on better penetration.
3. Diversification – There is an increase in logistics in the rural areas of
India, the company can expand its services to villages and rural areas.
4. Increase in Trade - The increase in trade in the production of goods
worldwide will lead to an increase in the transportation of goods,
which will lead to an increase in the business of TRACKON COURIER.
5. Company officials have been studying location across the country for
identifying various investment destinations
1.4.4 Threats:
Threats are potential harms that can affect the company if not addressed
properly as soon as possible.
6. Significantly affect their profit.
7. Political situation – Bad economic situation and politics related
scenario
8. Fuel Prices – Rising fuel prices are a serious threat to the company as
its entire business depends on fuel and road transport.
9. Different Regulations – The set of rules and regulations varies from
country to country, leading to delays in operations and deliveries.
TRACKON COURIER is a growing company with a great distribution network
around the India.

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1.5. Services of
TRACKON COURIER
company:
1.5.1 Regional Service:

TRACKON COURIER offers the fastest and most reliable door-to-door

delivery of your documents and parcels to countries via Regional Priority.
The services offer access to over 20,700 locations in India.
Document Priority: The most reliable and secure delivery for durable,
critical and important shipments such as legal documents and offers. And
a cover for documents up to 500g.
1.5.2 Domestic Priority:
Over 20700 location in India. Free pick up from customers place. Real time
tracking.
Free computerized proof of delivery .
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1.5.3 Normal service(Air)

It is door to door delivery in India of shipment. It is the fastest and most
efficient delivery solution for commercial shipments.
A. Broad market research
B. Information in real time
C. Flexibility
D. Economical
1.5.4 Normal Service (Surface)

It is a cost-effective door-to-door ground distribution service in India for

shipments above 3KG.
E. Track your shipment
F. Safe shipment
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1.5.5 Prime Service

It is the most fastest courier service offered from track courier.
A. Fast delivery
B. Delivery confirmation
C. Free pickup

1.5.6 International
Service:

It is offered for
international
shipments

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 Chapter :- 2
"Topic Overview"
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2.1 Introduction of Topic:

( Understanding the Marketing Strategies & Customer
Satisfaction Towards )
Q. What is Marketing Strategies:
Marketing strategy is very important for the development of any
business. Without it, the company's efforts to attract customers
are haphazard and ineffective. The main focus of your strategy
must be to ensure that your services meet the consumer's
demand and also to maintain a long-term relationship with these
customers.
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“A marketing strategy is a set of specific ideas and actions that

outline and guide decisions about the best or chosen way to create,
distribute, promote, and price a product or service.”
Marketing strategy is a process that can allow an organization to concentrate
its limited resources on the greatest opportunities to increase delivery and
achieve a sustainable competitive advantage.
2.2 Setting the promotion mix of delivery services:

2.2.1
Advertising
:
Advertising is aimed at attracting the masses to appeal to a large number of
people at once. Advertising is one of the most important tools of promotion
that had various ways of advertising in advertising through billboards and
media are often used by some of the business entities.

2.2.2 Public
Relations:

Highly trusted; very believable; Many forms: newspaper articles, news,

events and sponsorships, etc. Through other forms of promotion, it reaches
many lost prospects; Dramatises a company or product; Often the most
underutilised elements in the promotional mix; Relatively cheap.

2.2.3 Direct
Marketing:

Many Forms: Telephone marketing, direct mail, online marketing, etc. Four
distinctive characteristics: Nonpublic, Immediate, Customized, Interactive.
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2.3 Marketing mix:

2.3.1 Product:
TRACKON COURIER is a leading courier and logistics company that ensures
timely delivery of goods. TRACKON COURIER promises secure delivery through
a developed tracking system that has a unique code that can be tracked online
for the current location of the shipment. The service offerings within the
marketing mix product strategy can be explained as follows:
Internal Urgency: Premium service from TRACKON COURIER, these are
packages that need to be delivered quickly, so please use aviation mode for
delivery. These are charged higher fees.
Line service: These are products that do not require much time constraint,
although they need transportation with minimal cost. Therefore, they are
transmitted through road services. This is a TRACKON COURIER economy
service.
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participating carriers. This also ensures that the company has satisfied
customers, which affects sales. The sales team is also motivated to provide
leads and opportunities for expansion. They have a specific goal to be
achieved during the given period. To realize the importance of their works,
2.3.2 people are referred to as 'soldiers'. The company's HR management is
these
People:
very effective. Clearly, the company has been ranked among the 15 best
places to work. A dedicated and efficient HR team is also one of the main
reasons for the company's success.
2.3.3 Promotion:
Being a service provider, TRACKON COURIER's main promotion, provides
customers with a good experience so they can rely on the services offered. In
addition, promotional activities are basically about brand awareness. With
growing positive word of mouth that is only possible through reliable
services, this is a major promotional tactic for Trackon courier. Various
advertisements are placed in magazines and newspapers to make the brand
more visible. Online ads include YouTube channels and social media. The
slogan is “Solutions for peace of mind", which affects the reliability and
trustworthiness of the position among users about the brand. In addition,
there are various methods of covert marketing, such as appearing in
advertisements of e-commerce companies or through films and televisions
that offer exposure to the company.
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pricing strategy in its marketing mix to serve its customers. Based on location,
i.e. distance, package size and handling costs, the prices charged are similar to
market prices. Apart from simple pricing and market, the company also
charges premium prices depending on the criticality of the product, short
delivery time or even depending on unique locations. TRACKON COURIER's
service prices are therefore based on the type of products, which may be
electronic goods that require high care and therefore high packaging costs that
translate into multiple charges or time-sensitive: Products that are to be
delivered in a short time and high value is charged more, for providing a more
reliable service. Although product pricing is done according to the need for
services, it is not entirely variable pricing, but rather a standardized
pricing policy where the amount to be charged is determined for each case.
2.3.5. Place:
Trackon courier is headquartered in Delhi, with major hubs in 6 major
cities in India including Mumbai and Delhi. It covers the whole of South Asia
with a very compact service in more than 13 thousand locations. Door-to-
door delivery is intended for individual customers who want packages sent
to relatives or friends. The price for such depends on the size of the package,
although it is lower than for business shipments. Trackon Courier also offers
services to businesses and organizations in the transportation of supplies and
logistics for their operations. Here they only work from the door to the airport
or vice versa. With the advent of online shopping, the importance of
delivery systems has increased. Many e-commerce sites have tie-ups with
these companies for cheap delivery options as they require frequent deliveries.
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2.3.6. Process:
In its process, TRACKON COURIER focuses on being efficient in terms of service
availability, ability to manage packages and logistics, and on-time deliveries that
offer companies confidence and reliability.Customers will only choose a service if
it offers a wide range of delivery options. TRACKON COURIER services many
areas in India and now beyond through. Efficient logistics management, though
efficient packaging that includes the intersection of cost and quality, is a major
differentiator for TRACKON COURIER. Due to efficient logistics management, it
has gained a lot of trust from its customers and at the same time generates
profitable revenue from its operations. Depending on criticality, customers are
charged different prices. Loyalty is also maintained if these premium prices
match the quality of service, i.e. on-time delivery is always promised and offered
by TRACKON COURIER. The downstream process is the Star Model. Delivery
follows the Hub-star model, where all parcels are delivered to a hub and then
transported to nearby locations. So TRACKON COURIER focuses on providing
safe and cost-effective services that are reliable for customers.
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2.4 Segmentation, Targeting, and
Positioning Strategy
2.4.1. Segmentation:
lOMoARcPSD|48320606

Segmentation helps to understand the different groups of customer groups

and their different characteristics in the population. The Trackon courier
arrow uses a geographic segmentation strategy.
1. Focus on the company
2. Increasing competitiveness
3. Market expansion
4. Customer retention
2.4.2. Targeting:
Deciding on a targeting strategy is the next step from performing
segmentation. Where segmentation segments the entire market, targeting
only tracks individual segments. Targeting then creates plans to acquire
customers in that segment. Targeting is essentially a subset of segmentation.
5. Life time value of service .
6. Gap analysis of current market
2.4.3. Positioning:
It has positioned itself as the leading courier and integrated air
package distribution company in South Asia. The company uses a positioning
strategy based on values and benefits for users.
Perceived quality is the quality of a package or service as perceived by the
consumer . It is subjective criterion and may not match the actual or objective
quality that is based on data such as package, delivery service. TRACKON
COURIER provide satisfied delivery to customer.
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2.4.4. Customer Expectation:

Customer expectations are what customers predict will happen if they use a
package or service. Before making a purchase decision, customers collect and
Interpretation package information that influences how they scene the
package and its service. TRACKON COURIER provide on time delivery.
2.4.5. Perceived Value:
Perceived value is a customer's evaluation of the merits of a package or
delivery and its competence to meet their needs and expectations, especially
in compare to others.
2.4.6. Customer Complaints:
When Trackon courier deliver customer’s parcel. So they need to identify
the customers Complaints. Like delivery timing, communication, proof of
parcel.
2.4.7. Customer loyalty:
Customer loyalty is a measure of a customer's likelihood of repeat business
with a company or brand. It is the result of customer satisfaction, positive
customer experience and the overall value of the packages or services that
the customer receives from the company.
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2.4.8. Customer
satisfaction process

Custo
mer
follow
up Face to
Face

Custo Dealing
mer
Feed
back Custom
er
Survey
 lOMoARcPSD|48320606

Online communities like the ones you can create with Community Cloud
allow your customers to talk to other customers, provide package
feedback, and share their opinions about your package or service. They
Online Customer
enable your customers to find their own solutions and help each other –
Communities:
giving them full control over their customer support experience.
Additionally, Trackon courier can monitor the community to improve
your packages and customer service
Social Media:
social media is an essential tool for all businesses regardless of your size.
But they have to actively take care of it! According to Salesforce, these
days "an inactive social media profile is the online version of an empty
store." You need to build a social media presence and use it every day to
interact with your customers, post useful content, and promptly respond to
their questions or concerns.
1. Use social media for customers complaints solution
2. Use social media for getting good feedback
3. Use social media for highlighted customer
SMS service:
If your customer has chosen (very important!) to receive SMS text support,
you can provide them with tracking information for their shipment or
conveniently close customer service cases via mobile phone. It is much
faster and easier, because SMS messages reach the customer immediately.
Mobile Apps:
Nowadays, we all use our Smartphones to shop. According to Salesforce,
50% of mobile users choose to use a customer service app to solve their
problem before jumping on the phone. This is because the apps are
completely optimized for mobile use and provide quick and easy usage.
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Live Chat:
A live chat option like the one offered in Salesforce Service Cloud is another
great tool to give your customers a better experience. They are fast, familiar
(we all use Facebook messenger or Whatsapp) and easy to use. You can
embed a chat box on your website that will pop up asking if your customer has
any questions or problems about your package or shipment service. Then
one of your customer service representatives will receive a notification to
offer the customer the help they requested.
2.4.9. Customer Satisfaction Benchmark:
TRACKON COURIER provide a satisfied shipment of parcel to consumer. You are
upset that you do not know the status of the submitted documents. You will
end up calling the courier service and asking them when the 'Proof of Delivery'
(POD) will arrive as you need to be sure that everything that was sent has
arrived at its destination. Now TRACKON COURIER Ltd promises to cure you of
these conventional troubles .
This means that TRACKON COURIER professionals will monitor the exact
status of their clients’ various shipments every day, especially air cargo
services, which is one of the main offerings where the company generates
significant volumes of business. In this field, the company may encounter
imperatives such as flight delays due to bad weather conditions or other
special circumstances that may lead to significant concerns and worries
among the target customers. Rather, this is because the delivery of these
shipments would be essential to the efficient operation of their own
independent end businesses. In such cases, the team within the company will
monitor the specific geographical areas where they are located. the problem
persists through the internal technology tool and other aligned
systems that have been initiated by the enterprise. The company will also
personally communicate with customers and explain the exact reasons for the
delay along with when the cargo will be delivered.
The company has also created key account teams that are made up of
professionals from different business functions. This would include IT and
marketing professionals to name a few.In addition, the moment the
company discovers that there are certain areas where customer service
delivery is not in line with the standards set by the organization, the whole
team gets down to analyzing the problem. This is done to determine where
exactly the company needs to move forward.
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Chap
ter :-
"Liter
3
ature
Revie
w"

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 3.1 INTRODUCTION
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Literature is defined as books and other written works, especially those of

creative or artistic value or lasting value. literature, a set of written works.
This name is traditionally used for those imaginative poetry and prose that
are distinguished by the intentions of their authors and the perceived
aesthetic perfection of their execution .
Literature is a permanent ion of some thought or feeling or idea about life
and the world. Permanence… Universality, Eternity, Timelessness,
Some Universal
Characteristics of Literature
1. Drucker 1973: “ Stratagic marketing as seen as predicting future
trends in the business area of interest to the enterprise, and participating
on setting goals and formulating corporate and business unit strategies.
The selection of market target strategies for the product market in each
business unit, the establishment of marketing objectives, as well as
the development, implementation and management of marketing
program positioning strategies in order to meet the
needs of the target market”.
2. Baker 1984: “ The establishment of the goal or purpose of a strategic
business unit and the means by which it is to be achieved through
management of the marketing function. Simply put, a business strategy is a
clear set of plans, actions, and goals that outline how a business will
compete in a specific market or markets with a product or number of
products or services. Business strategy is a combination of decisions or
practices that help management achieve business goals and secure a
competitive position in the marketplace. It becomes the road map that
guides the organization to growth and profitability.
3. Cravens 1986: “Understanding the strategic situation an organization
faces is a fundamental starting point in creating a marketing strategy.
An insightful assessment of organizational capabilities, competitor
strengths and weaknesses, environmental threats, and customer needs
points to important guidelines for strategy design. Michelin's experience
demonstrates the importance of evaluating competitors, understanding
buyer preferences and monitoring environmental threats when
formulating a marketing strategy. Business Horizons / September- October
1986”.
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5. Walker, Boyd, Larreche 1992: “The primary purpose of a marketing
strategy is to effectively allocate, we use to distinguish between
strategic marketing and operational marketing, depending on long-term
or short-term goals. Strategic marketing begins with considerations of
the company's current situation and situational analysis and possible
development of the offered product line. Then firms look for competitive
advantage and synergy and plan a well-integrated program of marketing
mix elements .
6. Novak & Simco 1991: “The supply chain management covers the flow
of goods from supplier trough manufacturer and distributor to the end-user.
The Interaction Lifecycle provides a comprehensive overview of the various
stages of sourcing, purchasing and managing a supplier relationship.
With a clear view of the lifecycle, actions such as changing suppliers or
ending a supplier relationship arealready prepared during initial sourcing
and negotiations”.
7. " Scott & Westbrook 1991: Supply chain is used to refer to the chain
connecting each element of the process from the raw material to the end
customer. The supply chain concept has become a challenge due to global
competition and increasing customer demand for value as companies
seek to improve their industrial performance in terms of cost, delay,
adaptability, variety and traceability. So information must be available in
real time throughout the supply chain and this cannot be achieved without
an integrated supply chain management software system. Supply chain
members must collaborate and share information to improve customer
satisfaction”.
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8. Jain 1993: “Marketing strategy is especially indicated by the

marketing objectives, customer and competitive perspectives and
product/market momentum from the basis of marketing strategy”. “
marketing strategy is developed at the/business unit stage. Within a
given environmental, marketing strategy deals essentially with the interplay
of three forces known as the strategic 3C’ s :
The customer, the competition and the corporation.
A good marketing strategy should be characterized by
Clear market definition
A good match between corporate strength and the needs of the
market.
Marketing strategy, in terms of these key consitituents , must be defined as
a n endeavour by a corporation to differentiate itself positively from its
competitor, using its relative corporate strength to better satisfy customer
needs in a given environment setting.
Where to compete.
How to compete, that is, it requires a means for competing.
When to compete, that is, it requires timing of market entry.
“In its strategic role, marketing focuses in a business’s intentions in a
market and the means and timing of realizing those intentions. The strategic
role of marketing is quite different from marketing management which deals
with developing, implementing and directing program to achieve
designated intentions. To clearly differentiate between marketing
management and marketing inits new role, a term –strategic marketing –has
been coined to represent the letter”.
9. Handfield & Nichols 1999: ‘ A supply chain encompasses all activities
associated with the flow and transformation of goods from the raw material
stage, trough to the end user, as well as the associated information flows.
The purpose of this study is to investigate the level of integration between
supply chain members in moving toward the adoption of sustainable supply
chain management (SSCM). A descriptive research design based on a cross-
sectional survey was used to achieve this objective”.

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10. Das Prasun, 2009 : “The literature on customer satisfaction is

extensive and covers several fields such as marketing, management
and accounting. For example, a number of articles use the American
Customer Satisfaction Index (ACSI) to study customer satisfaction at
the corporate, industry, and macroeconomic levels. This paper focuses
only on customer satisfaction studies that are related to retail and does not
review the literature that studies the design of satisfaction survey
instruments because there is no control over the survey design. The basic
tenet of this research stream is that higher service quality improves
customer satisfaction, which leads to better financial performance,
although the mechanisms by which this improvement occurs differ”.
11. Oliver 1981 : “Describes in his study that customer satisfaction is a
part marketing and play a significant role in the market. Satisfaction
in every organization customer is more important because if your
customer is satisfied with your services or products, your market
position will be good. In the old days, the customer satisfaction was not
very important and people did not focus on quality. But now the daily
competition is taught and the customer knows about all the products and
society because of education and learning environment and this is the
reason why every business is interested in correctly fulfilling the needs and
wishes of customers. For all types of business organizations, customer
satisfaction is the greatest important topic and considered the most
reliable feedback for excellence of any kind business organization”.
12. Zairi 2000: “Sense of pleasure and fulfillment of expectations is
known as satisfaction. If the product cannot satisfy the customer's
feelings, they will be dissatisfied, and if the product satisfies them after
use, the customer will be satisfied and become loyal to that product or
brand. In other words, customer satisfaction is about those goods or
services that meet the customer's expectations in terms of quality and
quality the service he paid for. If customer satisfaction develops, they will
become loyal to the product or brand, and their loyalty will be good for
the company in terms of profit. Customer satisfaction is part of
marketing and plays an important role in the market. In any
organization, customer satisfaction is more important because if your
customer is satisfied with your services or products, your position in the
market will be good”.
13. Kurniawan 2010 : “ Customer satisfaction can change over time; it is
a dynamic process. Individual perception of product or service
performance leads to customer satisfaction. In today's retail business,
ensuring customer satisfaction by providing the right products and services
to the end users is a major concern for the future growth of the
organization. In this study, an attempt is made to find out customer
satisfaction while shopping in retail stores on the basis of customer
survey”.
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14. Churchill 1982: customer satisfaction has an overall response to

consumption expectations with a product or service based on
perception, evaluation and psychological response. According to Kottler
(2000), satisfaction is the sum of the attributes of a product or service.
Since the early 1970s, the volume of customer satisfaction surveys has
been impressive. They model the process for two types of products,
durable and non-durable goods and services.
15. Veloutsou 2005: “This distinction between tangible and intangible
goods becomes different drivers of customer satisfaction and should
therefore be treated separately and differently. Creating satisfied
consumers has become one of the most important priorities in
management. In most definitions of the marketing discipline and
marketing orientation, consumer satisfaction is cited as a key
concern. This emphasis is likely to continue due to increasing
globalization,competition and the rise of relationship marketing”.
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Methodology"
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4.1. Introduction:
A research methodology is a way of explaining how the researcher intends
to conduct his research. It is a logical, systematic plan to solve a
research problem. Methodology details the researcher's approach to
research to ensure reliable and valid results that match their aims and
objectives.
A good research methodology always explains the procedure, objective
and scope of the research question. This leads to a well-organized
approach based on rationality, while a paper lacking it is often seen as a
chaotic or disorganized approach.
4.2. Meaning :
Research methodology simply refers to the practical "how" of a given
piece of research. More specifically, it is how the researcher
systematically designs the study to ensure valid and reliable results that
match the research objectives and goals.
4.3. Needs of study:
The main purpose of study is to analysis Current Market Condition,
Customer Satisfaction and effective & efficient Marketing Strategies
applicable to Logistic Company. In connection to that, suggesting suitable
measure to the company for better improvement so that they reach
heights and be the apex in logistics.
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4.4. Rational of the study:

Successful companies add value to customers by selling them
the packages and services they need at a price they can afford.
These companies use marketing strategies to adapt the products
and services they provide to the needs of the market.
The reason for using different marketing strategies is to better
understand the needs of the market and satisfy them completely.
Companies that develop effective marketing strategies achieve
high sales volumes at the required profit margins. Satisfied
customers are your biggest advocates.
Their positive word of mouth lends your brand credibility,
popularity and helps attract new customers. This will save brands
a lot of money that they would spend on marketing and
promotional campaigns to acquire new customers.
4.5. Statement on the problem:

4.6. Significance of problem:

A research problem titled “ Understanding The Marketing
Today most people want to get a good service of any shipment
Strategies And Customer Satisfaction Towards”.
of courier. Company need to provide satisfied service to customer
through good marketing strategies. Now a days customer satisfaction &
marketing strategies useful part of TRACKON COURIER.
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4.7. Formulation of
problem
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This document thoroughly elaborates on the problem that your product or

your service solves for your specific customers Customer satisfaction is
one of the most important problems of business organizations of all types,
which is justified by the philosophy of customer orientation.
4.8. Objective of study:
To understand Customer satisfaction level towards TRACKON
COURIER.
To identify the problem if any in the field of customer satisfaction
in the logistics sector and to come out solution for the problem.
To examine the marketing strategies of TRACKON COURIER. To
tackle the stiff competition.
To study the current market condition, track the performance and
lay down the strategies for successful marketing of TRACKON
COURIER .
4.9. Scope of the study:
This study is restricted to the logistics services offered by
TRACKON COURIER.
The study provides the impact of the level of logistics service in
the market.
The project determines the impact to show the customer
satisfaction towards the logistics service.
 4.11. Source of data:
(Data Collection)
Data Collection

4.10 Research
Design

Primary Secondary

4.11.1 Primary:
Questionnaire
4.11.2 Secondary:
Websites, Journals, Magazines, Articles, Books, Other sources.

4.12 Researcher use Primary data in

this research:

Researchers collect primary data directly from primary sources utilizing

methods such as interviews, surveys, and experiments. I collect the
data same as researcher.

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Sample Design:
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A sampling design is a Absolutely plan for to get a sample from a

given population
4.12.2. Sample size:
A substantial part of the target customer that is selected to achieve
4.12.1. a reliable result is 150.
4.12.3. Sampling method:
Sampling
Plan: I used non-probability method for data collection from population
members who are easily available so that study of sample will give
us proper information.
4.12.4. Sample technique:
Percentage analysis
Tabulation
Graphical
4.12.5. Sample tool:
Questionnaire:
Data analysis tool:
For tabular and graphical representation Microsoft excel & word
used.
Sampling Unit
The sampling unit carried out in this study is based on the walk in
customer.
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11. Importance & Limitations:

4.13 Important
To being with, as part of the curriculum a “Project work & Report”
program was to be conducted for a period of 4 weeks.
As my interest and curiosity was in marketing Strategies in Logistics,
I choose to work with an one of the India’s Largest Logistic company
named TRACKON COURIER
I choose TRACKON COURIER company because with this
company I can explore myself Because, of its Brand Name.
The Marketing Strategy is a very essential to the growth of the
company along with the study of Customer Satisfaction. Due to this
Project and Report, I have learnt every aspect of marketing
Strategies, Customer Expectation and Logistics Process.
4.14 Limitation
Almost all companies maintain some degree of secrecy. There was a
reluctance to provide information and feedback on company
strategies and even financial data to outsiders.
To overcome this deficiency, information from secondary sources
was required. These sources have been checked to ensure their
authenticity is not misrepresented. The number of visits was made
to procure one appointment.
Since only some samples were taken for the study, generalisations
made to the entire population may not be true.
The study is aimed at small businesses and therefore adoption of
Trackon courier by businesses and individuals was not included in
the study as they are the main source of revenue for TRACKON
COURIER .
But I have made an honest effort to make this project useful to
everyone who reads it.
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 Chapter :- 5
“Data Analysis &
Interpretation"
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1.
Age:

A) 15-
25 B)
25-
C) 35-45 D) 45-55
35

Table
no. 1

Particular Respondents
15-2540
25-3555
35-4540
45-5515
Total 150

Chart
no.1
Age
15-25 25-35 35-45 45-
55 10.00% 26.67%

26.
67
%

36.
67
%

Interpretation:
According to the analysis, most of the respondents are in the age between
25-35 and 27% or the respondents are under 15-25 & 35-45 years of age,
and 10% are under 45-55.

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2.
Gender
:
A) Male B) Female

Table
no. 2
Particular Respondents
Male 105
Female 45
Total 150
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Gender
male
female

Chart
no.2

30.
00
%

70.
00
%

Interpretation:
According to the analysis done by the researcher, most of the respondents
are male and 30% respondents are female.

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A) Single B) Married

Table
no. 3
Particular Respondents
Single 85
Married 65
Total 150

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Marital
Chart status
no. 3
single
married

43.
33 56.
% 67
%

Interpretation:
According to the analysis done by the researcher, most respondents are
single and 43% respondents are married

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4.
Occupatio
n:
A) Self employed B) Salaried

C) Agriculture D) Other

Table
no.4
Particular Respondents
Self employed 50
Salaried 45
Agriculture 40
Other 15
Total 150

Chart
no. 4

Occupa
tion
self employed. salaried
agriculture other

10.00%.

33.33%
26.
67
%
30.
00
%

Interpretation:
According to the analysis done by the researcher, most of the respondents
occupation are self business, 30% are of salaried, 27% are of agriculture,
and 10% are of other.
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5.
Educatio
n:A) Primary B) Secondary
C) Graduate D) Postgraduate

Table
no. 5
Particular Respondents
Primary 35
Secondary 25
Graduate 50
Postgraduate
40
Total 150

Chart
no. 5

Educa
tion
primary secondary
graduate postgraduate

26.67% 23.33%

16.
33. 67
33 %
%

Interpretation:
According to the analysis done by researcher, most of the respondents
education are graduated, 27% respondents are postgraduate, 23%
respondents are primary educated, and 17% respondents are secondary
educated.

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6. How did come to know about TRACKON

COURIER ?

A) Friends B) Relatives

C) Advertisement D) Others

Table
no. 6
Particular Respondents
Friends 56
Relatives 17
Advertisement 28
Other 49
Total 150

Chart no. 6
How did comet know about
TRACKON COURIER

friends
relatives
advertisement

other
32.67%
37.33%

18. 11.
67 33
% %

Interpretation:
According to the analysis, respondents got to know about the TRACKON
COURIER through many aspects, in this study 37% of them got to know
through friends, 11% got to know through relatives, 33% of them through
advertisement and 19% of them through other means.

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7. How often you use Logistics

service?

A) Daily B) Monthly

C) Weekly D) As and when necessary

Table
no. 7
Particular Respondents
Daily 25
Monthly 47
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How often you use

As & whenLogistics
necessary
service
41
Total 150

Chart
no. 7
daily
monthly
weekly as & when
necessary

27.33%
16.67%

31.
24. 33
67 %
%

Interpretation:
According to the analysis, 31% of respondents use logistics service on
monthly basis, 27% of respondents use on a as and when necessary
basis, 25% of respondents use on a weekly basis and 17% daily.

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8. Compared to other logistics service do you feel Trackon courier’s
charges are reasonable?

A) Yes B) No

Table
no. 8
Particular Respondents
Yes 123
No 27

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Total 150
Compared to other logistics service do you feel TRACKON COURIER’s
charges are reasonable
yes no
Chart 18.00% 82.00%
no. 8
Interpretation :
According to the analysis done by researcher, 82% of the respondents feel
TRACKON COURIER Ltd charges are reasonable and 18% of the respondents
feel not reasonable.
9. Any time in the past parcel was missed and not
delivered to you?

A) Yes B) No

Table
no. 9
Particular Respondents
Yes 25
No 125
Total 150

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Any time in the past parcel was missed and not

delivered to you

Chart
no. 9

yes.
no

16.
67
%

83.
33
%

Interpretation :
According to the analysis, 83% are the respondents don’t feel that in past
the parcel was no missed or not delivered to the respondents.

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10. If yes how frequently it has happened?

A) Once in a week B) Once in a

month
C) Once in a quarter D) Once in a
year

Table
no. 10
Particular Respondents
Once in a week 0
Once in a month 2
Once in a quarter 5
Once in a year 18
Total 25

Chart
no. 10

If yes how frequently it

has happened
once in a week once in a
month
once in a quarter once in
a year
8.00%

20.00%

72.
00
%

Interpretation :
According to the analysis, 25 respondents have told yes, out of which 18
people told it happens once a year.
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11. How long TRACKON COURIER Logistic service took rectify your
complaints?

A) One day B) Two day

C) One week D) Other

Table
no. 11
Particular Respondents
One day 103
Two day 13
One week 29
Other 5
Total 150

Chart no. 11
How long TRACKON COURIER Logistic service took rectify your
complaints
one day two day one week other
3.33%
19.33%
8.67%
68.67%

Interpretation :
According to the analysis, 103 respondents told it will take one day, 13
respondents told it will take two days, 29 respondents told it will take one
week and 5 respondents told other.

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12. How do your rate the behavior of the TRACKON COURIER ?

A) ExcellentB) Very good

C) Average D) Poor

Table
no. 12
Particular Respondents
Excellent 112
Very good 23
Average 10
Poor 5
Total 150

Chart no. 12
How do your rate the behavior of the
TRACKON COURIER

excellent very good average

poor
3.33%
6.67%

15.33%
74.
67
%

Interpretation :
According to the analysis, 112 respondents told the behavior of TRACKON
COURIER staffs are excellent, 23 respondents told the behavior was very good,
10 respondents told average and 5 told it was poor.
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13. Does TRACKON COURIER handle the customer complaints immediately?

A) Yes B) No

Table
no. 13
Particular Respondents
Yes 137
No 13
Total 150
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Does TRACKON COURIER handle the customer complaints

immediately
Chart yes no
no. 13 8.67%
91.33%

Interpretation :
According to the analysis, 137 respondents told that TRACKON COURIER
handle the customer complaints immediately and 13 respondents told no.

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14. What is your overall satisfaction level of TRACKON COURIER ?

A) Highly satisfied B)
Satisfied
C) Not satisfied
Table no. 14
Particular

Respon
Highly satisfied 101 dents

Satisfied 41
Not satisfied 8
Total 150

Chart no. 14
What is your overall satisfaction level of TRACKON
COURIER
highly satisfied satisfied not satisfied

5.3
3%
27.3
3%
67.
33
%

Interpretation :
According to the analysis, 101 respondents told they are highly satisfied
with the service, 41 respondents told they are satisfied and 8 respondents
told they are not satisfied.
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15. What made you use TRACKON COURIER ?

A) Cost B) Time

C) Quality D) Service

D) All
Table
no. 15

Particular Respondents
Cost 6
Time 5
Quality 7
Service 8
All 124
Total 150

Chart
no. 15

What made you use

TRACKON COURIER
cost time quality service
all 4.6
7% 5.3
3%
3.3
3%
4
82.6 .
7%
0
0
%

Interpretation :
According to the analysis, almost all the respondents made use of cost, time,
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Quality and services in TRACKON COURIER Ltd.
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16. How would you rate TRACKON COURIER in terms of price?

A) ExcellentB) Very good

C) Average D) Poor

Table
no. 16
Particular Respondents
Excellent 48
Very good 83
Average 11
Poor 8
Total 150

Chart
no. 16

How would you rate TRACKON

COURIER in terms of price
excellent very good average
poor

7.33%
5.33% 32.
00
55.33% %

Interpretation :
According to the analysis, 56% of the respondents rate very good,
32% of the respondents rate excellent, 7% of the average and 5% of the
poor in terms of price in TRACKON COURIER Ltd.
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17. Is preference for customer satisfaction given by the organization?

A) Always B) Sometimes
C) Not at all
given
Table no. 17
Particular

Respon
Always 122 dents

Sometimes 20
Not at all given 8
Total 150

Chart no. 17
Is preference for customer satisfaction given
by the organization

always sometimes not at

all given
5.
33
13. %
33
%

81.
33
%

Interpretation :
According to the analysis, 81% respondents provide that the
customers satisfaction is
given due importance at the future.

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18. How you feel communication of delivery boy?

A) Very good B) Good

C) Fair D) Bad

Table
no. 18
Particular Respondents
Very good 49
Good 81
Fair 12
Bad 8
Total 150

Chart
no. 18

How you feel communication of

delivery boy
very good good fair
bad

8.00% 32.
5.33% 67
%
54.00%

Interpretation :
According to the analysis, 54% respondents are feel good communication of
delivery boy, 33% are feel very good, 8% are feel fair and 5% are feel bad.
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19. Do future supply chain strategy have appropriate system of treatment

to customers complaints?

A) Agree B) Disagree

Table
no. 19
Particular Respondents
Agree139
Disagree 11
Total 150

Chart no. 19
Do future supply chain strategy have appropriate system of treatment to
customers complaints
agree disagree

Interpretation :
According to the analysis, 93% respondents
7.3 are agree to future supply chain
system of treatment to complaints 3%
and 7% are not agree.
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92.6
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 Chapter :- 6
"Findings, Suggestion and
conclusion"
Findings:
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While making survey report I found that handling customers’ problem

Research show in
and complaints that of the respondents
TRACKON areis not
COURIER office convenient with price
good.
offered by the TRACKON COURIER courier service.
While making survey I found that TRACKON COURIER charging of price if
Most of the respondents are satisfied with the safety aspects of
little high compare is others.
TRACKON COURIER courier service of their parcels.
During theto
According survey I was found
respondents behavior
TRACKON of the TRACKON
COURIER COURIER
courier service staff
quick &
with
safe. customer is good.
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rectify the missing
parcels.
Company’s all departments are computerized including Marketing,
Finance, HR.
TRACKON COURIER Ltd. maintains its day to day transactions in the
computer or records or
kept computerized that influences its business activity.
Communication is made through phone and internet facility.
Suggestions:
My suggestions:
The following suggestions should be considered in relation to the TRACKON
COURIER.
The company needs to improve its existing services.
The company must introduce more advanced delivery tools and its
employee.
The company should introduce its services on new routes as well.
The right combination of quality, working time and interpersonal
relations should correspond to the evaluation system, because each of
them is equally important.

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Conclusion:
Based on the overall study of the company, the market and financial position
of the company is sound. TRACKON COURIER is one of the national courier
companies. The company has a very good brand image in the minds of
customers.
And it markets its product under the brand name " TRACKON COURIER".. The
company has a growing profit and net worth. The company has thus fared very
well since its inception.

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All departments play a vital role in any organization. The overall study that
appears in this company has kept the department well and effectively
in management. Its sections work efficiently. The total capacity of all
departments is well systematic.
During my studies, I gained not only theoretical knowledge but also practical
knowledge in this company. I came to the conclusion that all functions of the
department should have modern technology compared to other departments.
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Name :
…………………………………………………………………………………………………………
…
…………

1. Age: a) 15-25 b) 25-35 c) 35-45 d) 45-55

2. Gender: a) Male b) Female
3. Marital status: a) Single b) Married
4. Occupation: a) Self employed b) Salaried c) Agriculture d) Other
5. Education: a) Primary b) Secondary c) Graduated) Postgraduate
6. How did come to know about TRACKON COURIER ?
a) Friends b) Relatives c) Advertisement d) Others
7. How often you use Logistics service?
a) Daily b) Monthly c) Weekly d) As and when necessary
8. Compared to other logistics service do you feel TRACKON COURIER’s charges
are reasonable?

a) Yesb) No
9. Any time in the past parcel was missed and not delivered to you?
a) Yesb) No
10. If yes how frequently it has happened?
a) Once in a week b) Once in a month c) Once in a quarter
d) Once
in a year
11. How long TRACKON COURIER Logistic service took rectify your complaints?
a) One day b) Two day c) One week d) Other

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12. How do your rate the behaviour of the TRACKON COURIER ?

a) Excellent b) Very good c) Average

d)Poor
13. Does TRACKON COURIER handle the
customer complaints immediately?
a) Yesb) No
14. What is your overall satisfaction level of
TRACKON COURIER ?
a) Highly satisfied b) Satisfied
c) Not satisfied
15. What made you use
TRACKON COURIER ?
a) Cost b) Time c) Quality d) Service e) All
16. How would you rate TRACKON
COURIER in terms of price?
a) Excellent b) Very good c) Average d)
Poor
17. Is preference for customer satisfaction given
by the organization?
a) Always b) Sometimes c) Not at
all given
18. How you feel communication of
delivery boy?
a) Very good b) Good c) Fair d)
Bad
19. Do future supply chain strategy have appropriate system of
treatment to customers
complaints?
a) b) Disagree

Thank
Ag
re
e
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Downloaded by Sumit Chahan (sumitchauhanmeri@gmail.com)

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u