A Study on Sales Promotion

INTRODUCTION

1.1 SALES PROMOTION

Sales promotion is the process of persuading a potential customer to buy the product. Sales
promotion is designed to be used as a short-term tactic to boost sales – it is rarely suitable as
a method of building long-term customer loyalty. Some sales promotions are aimed at
consumers. Others are targeted at intermediaries and at the firm's sales force.

Sales promotion is one of the five aspects of the promotional mix. (The other 4 parts
of the promotional mix are advertising, personal selling, direct marketing and publicity/public
relations.) Media and non-media marketing communication are employed for a pre-
determined, limited time to increase consumer demand, stimulate market demand or improve
product availability. Examples include contests, coupons, freebies, loss leaders, point of
purchase displays, premiums, prizes, product samples, and rebates.

Sales promotions can be directed at either the customer, sales staff, or distribution
channel members (such as retailers). Sales promotions targeted at the consumer are called
consumer sales promotions. Sales promotions targeted at retailers and wholesale are called
trade sales promotions. Some sale promotions, particularly ones with unusual methods, are
considered gimmicks by many.

Sales promotion includes several communications activities that attempt to provide

added value or incentives to consumers, wholesalers, retailers, or other organizational
customers to stimulate immediate sales. These efforts can attempt to stimulate product
interest, trial, or purchase. Examples of devices used in sales promotion include coupons,
samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes.

Sales promotion is implemented to attract new customers, to hold present customers,

to counteract competition, and to take advantage of opportunities that are revealed by market
research. It is made up of activities, both outside and inside activities, to enhance company
sales. Outside sales promotion activities include advertising, publicity, public relations
activities, and special sales events. Inside sales promotion activities include window displays,
product and promotional material display and promotional programs such as premium awards
and contests.

Sale promotions often come in the form of discounts. Discounts impact the way
consumers think and behave when shopping. The type of savings and its location can affect

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the way consumers view a product and affect their purchase decision. The two most common
discounts are price discounts (“on sale items”) and bonus packs (“bulk items”). Price
discounts are the reduction of an original sale by a certain percentage while bonus packs are
deals in which the consumer receives more for the original price. Many companies present
different forms of discounts in advertisements, hoping to convince consumers to buy their
products

1.2 DEFINITION OF SALES PROMOTION

Sales promotion implies a wide variety of promotional activities. In the current

marketing practices, the role of sales promotion has increased tremendously. Companies
spare and spend millions of rupees to arrest consumer attention toward products and to arouse
purchase interest. Sales promotional efforts also improve firm’s competitive position.

Such efforts seem inevitable in today’s marketing situation. It can also reduce the
degree of consumer dissatisfaction. Nowadays, sales promotional efforts are undertaken for
variety of purposes. It is among the most critical and expensive marketing decisions.

Sales promotion covers those marketing activities other than advertising, publicity,
and personal selling that stimulate consumer purchasing and dealer effectiveness. Sales
promotion mainly involves short-term and non-routine incentives offered to dealers as well as
consumers. The popular methods used for sales promotion are demonstration, trade show,
exhibition, exchange offer, seasonal discount, free service, gifts, credit facilities, contests, and
so on.

Philip Kotler (1936) “Those marketing activities other than personal selling,
advertising, and publicity that stimulate consumer purchasing and dealer effectiveness, such
as display, shows, demonstrations, expositions, and various other non-current selling efforts,
not in ordinary routine.”

Robert C. and Scott A.: “Sales promotion consists of a diverse collection of incentive
tools, mostly short-term, designed to stimulate quicker and/or greater purchase of particular
products/services by consumers or traders.”

Sales Promotion is one of the four aspects of promotion i.e. advertising, personal
selling, and publicity/ public relations. According to AMA, “sales Promotion includes all
those sales activities that supplement both personal selling and advertising and coordinate

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them and help to make them effective such as displays, shows and exhibitions,
demonstrations and other non-recurrent selling efforts not used in the ordinary routine.”

“Sales promotion includes incentive-offering and interest-creating activities which are

generally short-term marketing events other than advertising, personal selling, publicity and
direct marketing. The purpose of sales promotion is to stimulate, motivate and influence the
purchase and other desired behavioural responses of the firm’s customers.”

Sales promotion offers a direct inducement to act by providing extra worth over and
above what is built into the product at its normal price. These temporary inducements are
offered usually at a time and place where the buying decision is made. Not only are sales
promotions very common in the current competitive market conditions, they are increasing at
a fast pace. These promotions are direct inducements. In spite of the directness, sales
promotions are fairly complicated and a rich tool of marketing with innumerable creative
possibilities limited only by the imagination of promotion planners. Sales promotion is often
referred to by the names of ‘extra purchase value’ and ‘below-the-line selling’. Today we
find companies in almost all sectors offering some sort of a promotion scheme. These sectors
range from automobiles to beverages, from 11 financial services to foods, from household
durables to services, from household products to business products, from personal care to
textiles and apparel. (Boon rod, 2009). In recent years, sales promotion has been used widely
to supplement and coordinate advertising and personal selling efforts. Various sales
promotion tools such as free samples, premium on sale, prize contests, dealer incentives,
coupons and gifts, etc., are being used to stimulate market demand for products of daily use.
The basic purpose is to stimulate on the spot buying through short term and nonrecurring
incentives.

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1.3 CONCEPTS OF SALES PROMOTIONAL ACTIVITIES

The sales promotion activities are

 Money off coupon

 Competition
 Discount voucher
 Free gifts
 Loyalty cards
 Advertisement
 Demo
 Exchange offer
 Loan
 Extended warranty

Money off coupons customers receive coupons, or cut coupons out of newspapers or a
products packaging that enables them to buy the product next time at a reduced price. This
money coupon helps the customer to avail the discount on the next or upcoming purchases.

Competitions buying the product will allow the customer to take part in a chance to win a
prize. The customers are provided a chance to participate in a competition and win an
exciting prize.

Discount vouchers a voucher (like a money off coupon). Discount vouchers are same like
the money voucher.

Free gifts a free product when buy another product. The customer is provided with a free gift
at a time of purchase in order to retain the customer and provided better purchasing
experience.

Point of sale materials e.g. posters, display stands – ways of presenting the product in its
best way or show the customer that the product is there.

Loyalty cards e.g. Nectar and Air Miles; where customers earn points for buying certain
goods or shopping at certain retailers – that can later be exchanged for money, goods or other
offers Loyalty cards have recently become an important form of sales promotion. They
encourage the customer to return to the retailer by giving them discounts based on the
spending from a previous visit. Loyalty cards can offset the discounts they offer by making

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more sales and persuading the customer to come back. They also provide information about
the shopping habits of customers – where do they shop, when and what do they buy? This is
very valuable marketing research and can be used in the planning process for new and
existing products.

Advertisement is an audio or visual form of marketing communication that employs an

openly sponsored, non-personal message to promote or sell a product, service or idea.
Sponsors of advertising are often businesses who wish to promote their products or services.
Advertising is differentiated from public relations in that an advertiser usually pays for and
has control over the message. It is differentiated from personal selling in that the message is
non-personal, i.e., not directed to a particular individual. Advertising is communicated
through various mass media, including old media such as newspapers, magazines, Television,
Radio, outdoor advertising or direct mail; or new media such as search results, blogs,
websites or text messages. The actual presentation of the message in a medium is referred to
as an advertisement or "ad". Commercial ads often seek to generate increased consumption of
their products or services through "branding," which associates a product name or image with
certain qualities in the minds of consumers. On the other hand, ads that intend to elicit an
immediate sale are known as direct response advertising. Non-commercial advertisers who
spend money to advertise items other than a consumer product or service include political
parties, interest groups, religious organizations and governmental agencies. Advertising may
also be used to reassure employees or shareholders that a company is viable or successful. In
2015, the world spent an estimate of US$529.43 billion on advertising. Its projected
distribution for 2017 is 40.4% on TV, 33.3% on digital, 9% on newspapers, 6.9% on
magazines, 5.8% on outdoor and 4.3% on radio. Internationally, the largest ("big four")
advertising conglomerates are Interpublic, Omnicom, Publicist, and WPP.In Latin, ad vertere
means "to turn toward".

Demo A demonstration of a product or technique.

Exchange offer An exchange offer, in finance, corporate law and securities law, is a form of
tender offer, in which securities are offered as consideration instead of cash. Loan A loan is a
debt provided by an entity (organization or individual) to another entity at an interest rate,
and evidenced by a promissory note which specifies, among other things, the principal
amount of money borrowed, the interest rate the lender is charging, and date of repayment. A
loan entails the reallocation of the subject asset(s) for a period of time, between the lender

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and the borrower. The loan is generally provided at a cost, referred to as interest on the debt,
which provides an incentive for the lender to engage in the loan. In a legal loan, each of these
obligations and restrictions is enforced by contract, which can also place the borrower under
additional restrictions known as loan covenants. Although this article focuses on monetary
loans, in practice any material object might be lent. Acting as a provider of loans is one of the
principal tasks for financial institutions such as banks and credit card companies. For other
institutions, issuing of debt contracts such as bonds is a typical source of funding.

Extended warranty A extended warranty, sometimes called a service agreement, a service

contract, or a maintenance agreement, is a prolonged warranty offered 14 to consumers in
addition to the standard warranty on new items. The extended warranty may be offered by the
warranty administrator, the retailer or the manufacturer. Extended warranties cost extra and
for a percentage of the item's retail price. Occasionally, some extended warranties that are
purchased for multiple years state in writing that during the first year, the consumer must still
deal with the manufacturer in the occurrence of malfunction. Thus, what is often promoted as
a five-year extended guarantee, for example, is actually only a four-year guarantee. Extended
warranties have terms and conditions which may not match the original terms and conditions.
For example, these may not cover anything other than mechanical failure from normal usage.
Exclusions may include commercial use, "acts of God", owner abuse, and malicious
destruction. They may also exclude parts that normally wear out such as tires and lubrication
on a vehicle. These types of warranties are provided for various products, automobile and
electronics are common examples. Warranties which are sold through retailers such as Best
Buy may include significant commission for the retailer as a result of reverse competition.
For instance, an auto warranty from a car dealership may be subcontracted and vehicle
repairs may be at a lower rate which could compromise the quality of service. At the time of
repair, out-of-pocket expenses may be charged for unexpected services provided outside of
the warranty terms or uncovered parts.

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1.4 INTRODUCTION TO 2-WHEELER INDUSTRY

The motorcycle industry is a dynamic and global sector that revolves around the design,
production, marketing, and distribution of motorcycles and related products. Motorcycles,
two-wheeled vehicles powered by internal combustion engines or electric motors, have a rich
history dating back to the late 19th century. They have evolved from basic, single-cylinder
machines to advanced, high-performance vehicles catering to a diverse range of riders and
purposes.

Key aspects of the motorcycle industry include:

 **History and Evolution: The motorcycle industry has witnessed continuous

innovation in design, technology, and manufacturing processes. Over the years,
motorcycles have become more efficient, safer, and feature-rich.

 **Global Market Size: The industry's market size varies from year to year and region
to region. It is influenced by factors like economic conditions, consumer preferences,
and transportation needs.

 **Major Players: Prominent manufacturers in the motorcycle industry include well-

known names such as Honda, Yamaha, Suzuki, Kawasaki, BMW, Harley-Davidson,
KTM, and Royal Enfield, among others.

 **Types of Motorcycles: Motorcycles are available in various categories, including

cruisers, sport bikes, touring bikes, off-road or dirt bikes, standard motorcycles, and
electric motorcycles, each tailored to different riding styles and purposes.

 **Technological Advancements: Continuous technological advancements play a

significant role in the industry, leading to improvements in engine efficiency, safety
features, connectivity, and environmental considerations.

 **Electric Motorcycles: The rise of electric motorcycles is a prominent trend, with

companies like Zero Motorcycles and Harley-Davidson's LiveWire offering electric
options as a more eco-friendly and efficient alternative.

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 **Emerging Markets: Emerging markets, particularly in Asia, have experienced

substantial growth in motorcycle sales due to the affordability, fuel efficiency, and
practicality of motorcycles for daily commuting.

 **Customization and Personalization: Many manufacturers offer options for

customers to customize and personalize their motorcycles, reflecting individual
preferences and styles.

 **Safety Measures: Safety is a top priority, with innovations such as ABS (Anti-lock
Braking System), traction control, and protective gear playing critical roles in
reducing accidents and enhancing rider safety.

 **Environmental Concerns: Manufacturers are increasingly focused on developing

fuel-efficient and environmentally friendly motorcycles, including electric and hybrid
models.

 **Market Regulations: The industry operates under various safety and environmental
regulations, which vary by region and impact product design and sales.

 **Market Challenges: Economic fluctuations, shifting consumer preferences, and

competition from alternative modes of transportation can pose challenges for the
motorcycle industry.

 **Riding Culture: Motorcycling is often associated with a unique riding culture and
community, including motorcycle clubs, rallies, and events.

 **Impact of the COVID-19 Pandemic: The motorcycle industry, like many others,
was affected by the COVID-19 pandemic, resulting in supply chain disruptions and
changes in consumer behaviour.

 **Future Trends: The industry's future will likely be shaped by emerging trends, such
as autonomous motorcycles, increased connectivity, and the growth of electric
mobility.

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The motorcycle industry is diverse and constantly evolving to meet the changing needs and
desires of riders. It maintains a strong connection to culture, community, and the thrill of the
open road, making it a significant and enduring part of the transportation landscape. For the
latest and most detailed information on the motorcycle industry, it is advisable to consult
industry reports, trade publications, and official sources within the sector.

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1.5 INTRODUCTION TO HERO MOTOCORP

Hero MotoCorp is one of the largest motorcycle manufacturers in the world, headquartered in
India.

 **Company Name**: Hero MotoCorp Ltd.

 **Founded**: Originally established in 1984 as Hero Cycles Ltd. It became Hero
MotoCorp in 2011 after separating from Honda.

 **Founder**: Brijmohan Lall Munjal.

 **Headquarters**: Gurugram, Haryana, India.

 **Key People**: Pawan Munjal (Chairman and CEO).

 **Products**: Hero MotoCorp primarily manufactures motorcycles and scooters.

They offer a wide range of two-wheelers for various segments and markets.

 **Global Presence**: Hero MotoCorp has a significant global presence with

operations in several countries.

 **Manufacturing Facilities**: The company has multiple manufacturing plants in

India, including some of the world's largest two-wheeler manufacturing facilities.

 **Research and Development**: Hero MotoCorp has a strong focus on research and
development to innovate and develop new products. They have a dedicated R&D
centre in Jaipur, Rajasthan.

 **Market Share**: Hero MotoCorp is one of the market leaders in the Indian two-
wheeler industry and has a substantial market share.

 **Sustainability**: The company has been working on sustainability initiatives,

including the development of electric vehicles.

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 **Awards and Recognition**: Hero MotoCorp has received numerous awards and
accolades for its products and contributions to the industry.

 **CSR Initiatives**: The company is involved in various corporate social

responsibility (CSR) activities, including education and healthcare initiatives.

 **Financial Performance**: Hero MotoCorp's financial performance is closely tied to

the dynamics of the global motorcycle and scooter market.

 **Competitors**: It competes with other major motorcycle and scooter manufacturers

both in India and on the global stage.

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1.6 INTRODUCTION TO ROYAL ENFIELD

Royal Enfield is a well-known motorcycle manufacturer based in India with a rich history.

 **Company Name**: Royal Enfield, officially known as Eicher Motors Limited

(Royal Enfield Division).

 **Founded**: Royal Enfield's history dates back to 1893, making it one of the oldest
motorcycle manufacturers in the world.

 **Headquarters**: The company is headquartered in Chennai, Tamil Nadu, India.

 **Key People**: Siddhartha Lal (Managing Director of Eicher Motors Limited).

 **Products**: Royal Enfield is famous for its retro-styled, classic motorcycles. They
offer a range of cruiser and retro-styled bikes, with their most iconic models being the
Bullet, Classic, and the more recent Interceptor 650 and Continental GT 650.

 **Global Presence**: Royal Enfield has a strong presence in India and has expanded
to various international markets, including Europe, North America, and Asia.
 **Manufacturing Facilities**: The company has multiple manufacturing facilities in
India, including their main plant in Chennai, which is one of the largest motorcycle
manufacturing facilities in the world.

 **Heritage**: Royal Enfield has a rich heritage, with its motorcycles often associated
with a bygone era of classic, rugged, and enduring designs.

 **Innovation**: In recent years, Royal Enfield has modernized its product lineup
with the introduction of new models featuring advanced technologies while retaining
their classic appeal.

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 **Community and Culture**: Royal Enfield has a passionate and dedicated

community of riders and enthusiasts around the world. They often organize events
and rides that celebrate the brand's culture.

 **Awards and Recognition**: The company has received several awards and
accolades for its products, design, and contributions to the motorcycle industry.

 **Sustainability**: Like many modern manufacturers, Royal Enfield has been

working on sustainability initiatives and exploring electric motorcycle concepts.

 **Financial Performance**: The company's financial performance is influenced by

factors such as the motorcycle market, global economic conditions, and their ability to
cater to the preferences of riders.

 **Competitors**: Royal Enfield faces competition from various motorcycle

manufacturers in different segments, depending on the model.

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1.7 INTRODUCTION TO TVS MOTOR COMPANY

TVS Motor Company is a prominent two-wheeler and three-wheeler manufacturer based in

India.

 **Company Name**: TVS Motor Company Limited.

 **Founded**: TVS was founded in 1978 as a division of TVS Group but became a
separate entity in 2001.

 **Headquarters**: The company's headquarters are in Chennai, Tamil Nadu, India.

 **Key People**: Venu Srinivasan (Chairman and Managing Director).

 **Products**: TVS manufactures a wide range of motorcycles, scooters, and three-

wheelers. They offer products across various segments, from commuter bikes to
performance motorcycles.

 **Global Presence**: TVS has a global footprint and exports its vehicles to many
countries around the world.

 **Manufacturing Facilities**: The company has multiple manufacturing plants in

India and abroad to cater to domestic and international markets.

 **Research and Development**: TVS has a dedicated research and development

centre known as the TVS Motor Company Research and Development Centre (TDC)
in Hosur, India, where they work on product development and innovation.

 **Innovation**: TVS is known for its innovative approach, and they have introduced
technologies like the TVS Apache series with advanced features, among others.

 **Awards and Recognition**: TVS has received various awards and accolades for its
products and contributions to the automotive industry.

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 **Sustainability**: The company is increasingly focusing on sustainability initiatives,

including the development of electric and hybrid vehicles.

 **CSR Initiatives**: TVS is actively engaged in corporate social responsibility (CSR)

activities, particularly in the areas of healthcare, education, and environmental
sustainability.

 **Financial Performance**: TVS Motor Company's financial performance is closely

tied to market demand for motorcycles and scooters, as well as competition in the
industry.

 **Competitors**: TVS competes with other major motorcycle and scooter

manufacturers in India and globally.

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1.8 INTRODUCTION TO SUZUKI MOTORCYCLE INDIA

Suzuki Motorcycles India is the Indian subsidiary of Suzuki Motor Corporation, a renowned
Japanese motorcycle manufacturer. Established in 2006, Suzuki Motorcycles India has
rapidly gained a presence in the Indian motorcycle market.

 **Company History** Suzuki Motorcycles India began its operations in the Indian
market with a clear focus on producing and selling motorcycles and scooters. They
entered the Indian two-wheeler market with a commitment to quality and innovation,
aiming to meet the diverse needs of Indian consumers.

 **Product Range** Suzuki Motorcycles India offers a wide variety of motorcycles

and scooters to cater to different segments of the market. This includes sport bikes,
cruisers, commuter bikes, scooters, and even off-road motorcycles.

 **Notable Models** Some of the notable Suzuki motorcycle models in India have
included the Suzuki Gixxer series, Suzuki Access scooters, Suzuki Intruder cruiser,
and more. These models have been designed to appeal to various customer
preferences and riding styles.
 **Manufacturing Facilities** Suzuki Motorcycles India has a manufacturing facility
in Gurugram, Haryana, where they produce and assemble motorcycles for the Indian
market.

 **Sales and Service Network** The company has steadily expanded its network of
dealerships and service centres across India, ensuring that customers have access to
sales, service, and spare parts support.

 **Commitment to Quality** Suzuki is known for its commitment to quality and

innovation, which they bring to the Indian market. They aim to provide reliable and
high-quality motorcycles and scooters.

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1.9 INTRODUCTION TO YAMAHA MOTOR INDIA

Yamaha Motor India is the Indian subsidiary of Yamaha Motor Co., Ltd., a prominent
Japanese motorcycle manufacturer. As of my last knowledge update in September 2021, here
is a brief profile:

 **Establishment**: Yamaha Motor India Pvt. Ltd. was established in 2008.

 **Founded**: Yamaha was founded in 1887 by Torakusu Yamaha as a piano and

reed organ manufacturer. It has since expanded into various industries.

 **Headquarters**: The headquarters of Yamaha Motor India is located in Chennai,

Tamil Nadu.

 **Product Range**: Yamaha Motor India manufactures and sells a wide range of
motorcycles and scooters for the Indian market. Their product line-up includes
popular models like the Yamaha FZ series, YZF R15, Ray ZR, and more.

 **Manufacturing Facilities**: Yamaha Motor India has manufacturing facilities in

Chennai, Tamil Nadu. These facilities produce motorcycles and scooters for the
domestic market and for export.

 **R&D**: They also have a Research and Development centre in India focused on
developing products tailored to local preferences and market demands.

 **Network**: Yamaha Motor India has a widespread network of dealerships and

service centres across the country, making it accessible to customers in urban and
rural areas.

**Innovation**: Yamaha is known for its innovation in design and technology, and it often
introduces advanced features and designs in its two-wheelers.

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1.10 SCOPE OF THE STUDY

The study indicates promotional programs such as sampling, couponing, sales inducing etc.
carried out through various locations in kerala. Creation and implementation of new
promotional events. The study will be sales oriented character of any promotion. The study
focuses on the target groups. Study on effective management of promotional material and
free product handling. Follow up of any promotion activity.

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1.11 OBJECTIVES OF STUDY

Primary objective
To study the sales promotional activities of the organisation
Secondary objectives
To study effectiveness of the sales promotional activities of the organisation
To find out the salesmen opinion about the promotional activity
To find out the promotional practices of the organisation

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RESEARCH METHODOLOGY
2.1 RESEARCH

A search for knowledge is known as research. It is an intellectual action

with a set of principles to find solutions for problems through collection,

analysis and evaluation of data. Its aim is to advance knowledge for

leading the society towards progress.

Research is a process of systematic and in depth study with the help of

scientific methods on any particular subject through collection, analysis

and interpretation of data.

Research is undertaken to discover new facts and verify the validity of

old facts. It is the manipulation of concepts to correct the existing

knowledge.

Research is the process of discovering the unknown and rediscovering the known.

According to Zina O' Leary

"Research is the manipulation of things, concepts or symbols for the

purpose of generalizing to extend, correct or verify knowledge,

whether that knowledge aids in the construction of theory or in the

practice of an art."

Research is an endeavour to discover facts by scientific method and is a course

of critical investigation.

The consistent effort to discover new things through scientific methods is called

research.

Research is an organized and systematic study on a particular subject to

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discover new things, correct existing facts and establish new conclusions. It

involves. defining the problem, formulating the hypothesis, collection and

analysis of data and interpretation of findings.

2.2 RESEARCH METHODOLGY

Research methodology is the specific procedures or techniques used to identify, select,

process, and analyse information about a topic.

2.3 RESEARCH DESIGN

• Descriptive research design

• Casual research design

In this study, the descriptive research design is used to carry out the study. It helped us to
differentiate the salesman opinion about the occurring events.

2.4 DATA-SOURCE

Data source is the process by which companies extract and integrate data from multiple
internal and external sources.

Data source collected are of two types ; they are

1) Primary data

2) Secondary data

Purchasing Procedure of an Organisation

PRIMARY DATA

Primary data are those collected by the investigator himself for the first time and those they
are original in character.

a) Questionnaire:- It is a list of questions sent to a number of persons for them to answer . it

usually used to refer to the form which the informer is expected to fill himself.

b) Personal interview:- It is a face to face communication between the investigator and the
respondents .

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SECONDARY DATA

The use of data collected by a person for his research work by another person for his research
study is known as secondary data. The information contained in the RBI Bulletin is primary
data for the Reserve Bank of India. The same information used by a person or organization
for a particular purpose is secondary data.

Primary data are raw data.

Secondary data are finished products.

Primary data in the hands of a person will be secondary data for another person.

To make a research, various surveys are conducted. They are as follows: The various data
collected are from primary and secondary source through the questionnaires: books, journals,
old reports and annual report were used. Personal interview was really helpful to understand
the emotions and expectation of the customer of the company. personal interview was helpful
for me to collect the data and information.

Primary data collection method

Primary data is received from first hand sources such as: direct observation, interview,
survey, and questionnaire etc. On the other hand, secondary data is received from secondary
sources such as: printed material and published material etc.

Secondary Data Collection Methods

The secondary data are readily available from the other sources and as such, there are no
specific collection methods. The researcher can obtain data from the sources both internal and
external to the organization. The sources of secondary data are:

 Internet
 Company information
 Reports and feedback from the dealer, salesmen, and manager

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2.5 DATA COLLECTION INSTRUMENT

Observation Method

This is a method of primary data collection in which researchers collect data based on their
personal observation. For-example if a researcher wants to collect data about the employee’s
job satisfaction in any organization. For this purpose researcher will interact with employees
to observe their behaviour in order to assess their job satisfaction.

Personal Interview

This is a method of data collection in which questionnaire is used as a data collection tool.

Mail Survey

Mail survey is a primary data collection method in which questionnaire is used as a data
collection tool. In mail survey, researchers mail questionnaires to the respondents. The
respondents then fill the questionnaire and return at their convenience.

SAMPLING

Sampling Design

Sampling allows concentrating our attention upon a relatively smaller number of people and
hence, to devote more energy to ensure that the information collected from them is accurate.

Convenience Sampling

Convenience Sampling, as the name implies is a specific type of non-probability sampling

method that relies on data collection from population members who are conveniently
available to participate in study.

• Sampling Size

The sample size for the study is calculated by using the 5 managers of the organisation.

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 A Study on Sales Promotion

2.6 LIMITATION OF THE STUDY

 The information obtained or the collection of data is limited.

 The geographical limit of the study was limited

 The time given to collect the sample was limited.

 The information was not filled properly by the respondents.

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 A Study on Sales Promotion

3.1 Analysis

1.What does management consider the role of sales force in promotion of sales?

Table 3.1.1

Response Suzuki Royal TVS Yamaha Hero Total Percentage

Enfield Motor Motor MotoCorp
Company
Most 1 0 0 1 0 2 40%
important
Very 0 1 0 0 0 1 20%
important
Important 0 0 1 0 1 2 40%

Total 1 1 1 1 1 5 100%

Chart 3.1.1

Most important Very important Important

INTERPRETATION

 Suzuki and Yamaha says that management consider sales force in promotion of sales
are most important. Royal Enfield says that says that management consider sales force
in promotion of sales are very important. TVS and Hero says that management
consider sales force in promotion of sales are important.

Department of Management studies 25 Al Azhar College of Arts and Science Thodupuzha

 A Study on Sales Promotion

2.Does management take step to motivate the salesman for better performance in your
company?

Table 3.1.2

Response Suzuki Royal TVS Yamaha Hero Total Percentage

Enfield Motor Motor MotoCorp
Company
Always 1 1 1 1 1 5 100%
Often 0 0 0 0 0 0 0%

Sometimes 0 0 0 0 0 0 0%

Total 1 1 1 1 1 5 100%

Chart 3.1.2

Always Often Sometimes

INTERPRETATION

 All companies take step to motive their salesmen.

Department of Management studies 26 Al Azhar College of Arts and Science Thodupuzha

 A Study on Sales Promotion

3.Which methods of motivation are being used for salesman in your company?

Table 3.1.3

Response Suzuki Royal TVS Yamaha Hero Total Percentage

Enfield Motor Motor MotoCorp
Company
Travelling 0 0 1 0 0 1 20%
allowances
Incentives 1 0 0 1 0 2 40%

Commission 0 1 0 0 1 2 40%
on sales
Total 1 1 1 1 1 5 100%

Chart 3.1.3

Travelling allowances Incentives Commission on sales

INTERPRETATION

 TVS says that providing travelling allowances to salesman are being used to motivate
their salesman. Suzuki and Yamaha says that incentives to salesman are being used to
motivate their salesman. Royal Enfield says that commission on sales to salesman are
being used to motivate their salesman.

Department of Management studies 27 Al Azhar College of Arts and Science Thodupuzha

 A Study on Sales Promotion

4.How familiar are you with the current sales promotions and incentives?

Table 3.1.4

Response Suzuki Royal TVS Yamaha Hero Total Percentage

Enfield Motor Motor MotoCorp
Company
Very 1 1 1 1 1 5 100%
familiar
Somewhat 0 0 0 0 0 0 0%
familiar
Not familiar 0 0 0 0 0 0 0%

Total 1 1 1 1 1 5 100%

Chart 3.1.4

Very familiar Somewhat familiar Not familiar

INTERPRETATION

 All companies are very familiar with their sales promotion activities.

Department of Management studies 28 Al Azhar College of Arts and Science Thodupuzha

 A Study on Sales Promotion

5.Do you believe our current sales promotions are effective in driving customer
purchase?

Table 3.1.5

Response Suzuki Royal TVS Yamaha Hero Total Percentage

Enfield Motor Motor MotoCorp
Company
Highly 1 1 0 0 1 3 70%
effective
Moderately 0 0 1 1 0 2 30%
effective
Not 0 0 0 0 0 0 0%
effective
Total 1 1 1 1 1 5 100%

Chart 3.1.5

Highly effective Moderately effective Not effective

INTERPRETATION

 Suzuki, Royal Enfield and Hero says that that their sales promotional activities are
highly effective for driving the customers. TVS and Yamaha says that their sales
promotional activities are moderately effective for driving the customers.

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 A Study on Sales Promotion

6.What challenges, if any, have you encountered while communicating about sales
promotions with customers?

Table 3.1.6

Response Suzuki Royal TVS Yamaha Hero Total Percentage

Enfield Motor Motor MotoCorp
Company
Attitude of 0 0 1 1 0 2 30%
customer
Response of 1 1 0 0 1 3 70%
customer
Total 1 1 1 1 1 5 100%

Chart 3.1.6

Attitude of customer Response of customer

INTERPRETATION

 TVS and Yamaha says that attitude of customer are the challenges faced by them
while communicating to their customers. Suzuki, Royal Enfield and Hero says that
response of customer are the challenges faced by them while communicating to their
customers.

Department of Management studies 30 Al Azhar College of Arts and Science Thodupuzha

 A Study on Sales Promotion

7.How do you often do you proactively promote your current sales offers to customers
during your interactions?

Table 3.1.7

Response Suzuki Royal TVS Yamaha Hero Total Percentage

Enfield Motor Motor MotoCorp
Company
Always 0 1 1 0 1 3 60%
Occasionally 1 0 0 1 0 2 40%

Never 0 0 0 0 0 0 0%

Total 1 1 1 1 1 5 100%

Chart 3.1.7

Always Occasionally Never

INTERPRETATION

 Royal Enfield, TVS MotoCorp and Hero always promote their vehicle. Suzuki and
Yamaha occasionally promote their vehicles. Hero promote their vehicles rarely.

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 A Study on Sales Promotion

8.What strategies or techniques do you find most effective in conveying the value of
your sales promotions to customers?

Table 3.1.8

Response Suzuki Royal TVS Yamaha Hero Total Percentage

Enfield Motor Motor MotoCorp
Company
Displaying in 0 0 0 1 0 1 20%
public place
Advertisement 1 1 1 0 1 4 80%

Total 1 1 1 1 1 5 100%

Chart 3.1.8

Displaying in public place Advertisemet

INTERPRETATION

 Suzuki, Royal Enfield, Hero and TVS says that advertisement is the most effective for
conveying to the customers. Yamaha says that displaying in public place is the most
effective for conveying to the customers.

Department of Management studies 32 Al Azhar College of Arts and Science Thodupuzha

 A Study on Sales Promotion

9.Are there specific products or services that you believe could benefit from additional
sales efforts?

Table 3.1.9

Response Suzuki Royal TVS Yamaha Hero Total Percentage

Enfield Motor Motor MotoCorp
Company
Yes 1 1 1 1 1 5 100%
No 0 0 0 0 0 0 0%

Total 1 1 1 1 1 5 100%

Chart 3.1.9

Yes No

INTERPRETATION

 All companies believe that additional promotion can increase their specific products
sales.

Department of Management studies 33 Al Azhar College of Arts and Science Thodupuzha

 A Study on Sales Promotion

10.Have you received any feedback or suggestions from customers regarding the sales
promotions?

Table 3.1.10

Response Suzuki Royal TVS Yamaha Hero Total Percentage

Enfield Motor Motor MotoCorp
Company
Yes 1 1 1 1 1 5 100%
No 0 0 0 0 0 0 0%

Total 1 1 1 1 1 5 100%

Chart 3.1.10

Yes No

INTERPRETATION

 All companies get feedback and suggestion from the customers.

Department of Management studies 34 Al Azhar College of Arts and Science Thodupuzha

 A Study on Sales Promotion

11.How well do you understand the terms and conditions of your sales promotions?

Table 3.1.11

Response Suzuki Royal TVS Yamaha Hero Total Percentage

Enfield Motor Motor MotoCorp
Company
Very well 0 1 0 1 1 3 80%
Moderately 1 0 1 0 0 2 20%
well
Total 1 1 1 1 1 5 100%

Chart 3.1.11

Very well Moderately well

INTERPRETATION

 Royal Enfield, Yamaha and Hero says that they understand their terms and conditions
very well. Suzuki and TVS says that they understand their terms and conditions
moderately well.

Department of Management studies 35 Al Azhar College of Arts and Science Thodupuzha

 A Study on Sales Promotion

12.Are there any training or resources you believe would help you better utilize the sales
promotions in your sales efforts?

Table 3.1.12

Showroom Response Rating

Suzuki Effective training to staffs 5
Royal Enfield Effective Training to staffs 5
TVS Motor Effective Training to staffs 5
Yamaha Motor Company Effective Training to staffs 5
Hero MotoCorp Effective Training to staffs 5
Chart 3.1.12

6
5
4
3
2
1
0
Suzuki Royal TVS Motor Yamaha Hero
Enfield Motor MotoCorp
Company

Series 1

INTERPRETATION

 All companies say that effective training for staff can help to utilize the sales
promotion activities.

Department of Management studies 36 Al Azhar College of Arts and Science Thodupuzha

 A Study on Sales Promotion

13.What improvements are changes would you suggest for the sales promotion
strategies to make them more effective for your role?

Table 3.1.13

Showroom Response Rating

Suzuki Enquiry to customers 5
Royal Enfield Questionnaire to customers 4
TVS Motor Questionnaire to customers 4
Yamaha Motor Company Questionnaire to customers 4
Hero MotoCorp Enquiry to customers 5
Chart 3.1.13

6
5
4
3
2
1
0
Suzuki Royal TVS Motor Yamaha Hero
Enfield Motor MotoCorp
Company

Series 1

INTERPRETATION

 Suzuki and Hero MotoCorp say that enquiry to customers helps to improvement of
sales promotion. Suzuki and Hero say that providing questionnaire help to improve
sales promotion.

Department of Management studies 37 Al Azhar College of Arts and Science Thodupuzha

 A Study on Sales Promotion

14.Would you like to receive additional training or materials related to the sales
promotions?

Table 3.1.14

Response Suzuki Royal TVS Yamaha Hero Total Percentage

Enfield Motor Motor MotoCorp
Company
Yes 1 1 1 1 1 5 100%
No 0 0 0 0 0 0 0%

Total 1 1 1 1 1 5 100%

Chart 3.1.14

Yes No

INTERPRETATION

 All companies get additional training related to sales promotion

Department of Management studies 38 Al Azhar College of Arts and Science Thodupuzha

 A Study on Sales Promotion

15.Please provide any additional comments or insights regarding your sales promotion
efforts that you think would be valuable for us to know.

Table 3.1.15

Showroom Response Rating

Suzuki Vehicle demonstration needed 5
Royal Enfield Vehicle demonstration needed 5
TVS Motor Vehicle demonstration needed 5
Yamaha Motor Company Vehicle demonstration needed 5
Hero MotoCorp Vehicle demonstration needed 5

Chart 3.1.15

6
5
4
3
2
1
0
Suzuki Royal TVS Motor Yamaha Hero
Enfield Motor MotoCorp
Company

Series 1

INTERPRETATION

 All companies say that vehicle demonstration help to increase their sales.

Department of Management studies 39 Al Azhar College of Arts and Science Thodupuzha

 A Study on Sales Promotion

3.2 FINDINGS

 All organisations give importance to sales promotion.

 All companies are providing training to their sales men.
 All companies promoting their vehicles through social media, demonstration.
 All companies are providing exchange offer, special discount, seasonal offers.
 Royal Enfield gives more importance to sales promotion than other companies
 Hero gives more offers than other companies
 Suzuki displaying their bikes in public places than other companies

Department of Management studies 40 Al Azhar College of Arts and Science Thodupuzha

 A Study on Sales Promotion

4.1 SUGGESTIONS

 Royal Enfield and Hero need to provide more offers.

 Yamaha need to provide more test drive vehicles
 Suzuki and Hero needs to provide good exchange offers
 TVS have to make a good relationship with the customers

Department of Management studies 41 Al Azhar College of Arts and Science Thodupuzha

 A Study on Sales Promotion

4.2 CONCLUSION

Our team members have selected 5 different franchises for our project. It is the concluded
that sales promotion is important to improve the sales of the company and to reach new
customers. Each and every organization should have a good strategic plan for their promotion
to withstand in the market with huge competition. The discounts and loyalty program in the
company will improve the sales by attracting new customers. The best sales promotion will
help the company to fulfil the organizational objectives. The sales promotion is must to
improve their sales in every organizations. The sales is monitored based on the promotional
activities practiced by the organization, the company should have better promotional
activities practiced in the organization to estimate the sales. Therefore, the sales promotion
plays a vital role in the organization to fulfil the organizational goals and objectives. The
company should frame the best strategic plan to meet the competition in the market and fulfil
the customer needs. Many authors has proved that the sales promotion is the key that helps
the company to achieve the sales.

Department of Management studies 42 Al Azhar College of Arts and Science Thodupuzha

 A Study on Sales Promotion

4.2 BIBLIOGRAPHY

REFERENCES

[1] Frank Kuper (2008) Advertising and sales promotion (Vol.2) No. 29 Industry like
manufacturing.

[2] Roddy Mullin (2010) Power of sales promotion and digital marketing (Vol. 1) No. 229
with relation to automobile industry.

[3] Mitch Carson (2011) Behaviour of silent salesman and product promotion, 1st Edition
No. 179.

[4] Ken Kasar (2012) Principle and practices of sales promotion (edition 3) No.6

[5] Terence A. Shimp (2014) Market leading advertising (9th Edition)

[6] Craig Andrews (2014) Delivering the fundamentals (9th Edition) No. 17

[7] Dr. Sc. Almira Curri-Mehmeti (2015) Communication and relationship management
(Vol.7) Pg. No 77.

[8] Nikolaos Georgantzis (2016) Promotional effect and direct selling pg. No 45

[9] Christian Boris Brunner (2016) Strategic planning and sales promotional effect on
business.

[10] A'dillah Mustafa (2015) Digital marketing system in Malaysia (Vol no. 10)

https://www.heromotocorp.com/en

https://www.royalenfield.com/in/en

https://www.tvsmotor.com

https://www.suzukimotorcycle.co.in

https://www.yamaha-motor-india.com/

https://www.wikipedia.org

Department of Management studies 43 Al Azhar College of Arts and Science Thodupuzha

 A Study on Sales Promotion

4.3 APPENDIX

1.What does management consider the role of sales force in promotion of sales?

[ ] Most important

[ ] Very important

[ ] Important

2.Does management take step to motivate the salesman for better performance in your
company?

[ ] Always

[ ] Sometimes

[ ] Often

3.Which methods of motivation are being used for salesman in your company?

[ ] Travelling allowances

[ ] Incentives

[ ] Commission on sales

4.How familiar are you with the current sales promotions and incentives?

[ ] Very familiar

[ ] Somewhat familiar

[ ] Not familiar

5.Do you believe your current sales promotions are effective in driving customer purchase?

[ ] Highly effective

[ ] Moderately effective

[ ] Not effective

6.What challenges, if any, have you encountered while communicating about sales
promotions with customers?

Department of Management studies 44 Al Azhar College of Arts and Science Thodupuzha

 A Study on Sales Promotion

7.How often proactively promote your current sales offers to customers during your
interactions?

[ ] Always

[ ] Occasionally

[ ] Rarely

8.What strategies or techniques do you find most effective in conveying the value of your
sales promotions to customers?

9.Are there specific products or services that you believe could benefit from additional sales
promotion efforts?

[ ] Yes

[ ] No

10.Have you received any feedback or suggestions from customers regarding the sales
promotions?

[ ] Yes

[ ] No

11.How well do you understand the terms and conditions of your sales promotions?

[ ] Very well

[ ] Moderately well

12.Are there any training or resources you believe would help you better utilize the sales
promotions in your sales efforts?

Department of Management studies 45 Al Azhar College of Arts and Science Thodupuzha

 A Study on Sales Promotion

13.What improvements are changes would you suggest for the sales promotion strategies to
make them more effective for your role?

14.Would you like to receive additional training or materials related to the sales promotions?

[ ] Yes

[ ] No

15.Please provide any additional comments or insights regarding our sales promotion efforts
that you think would be valuable for us to know.

Department of Management studies 46 Al Azhar College of Arts and Science Thodupuzha