SALES PROMOTION & CUSTOMER OVERVIEW FOR CARRIER

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“ SALES PROMOTION & CUSTOMER OVERVIEW FOR CARRIER ”

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Carrier Air –conditioning and refrigeration co. ltd.

TABLE OF CONTENTS

Sr.No Particulars
Page No
1 EXECUTIVE SUMMARY. 1
2 OBJECTIVEO & SCOPE OF STUDY. 4
3 COMPANY PROFILE. 6
4 PRODUCT PROFILE. 13
5 THEORETICAL BACKGROUND 22
6 RESEARCH METHODOLOGY. 30
7
DATA ANALYSIS. 36
8 FINDINGS . 44
9 LIMITATION . 46
10 RECOMMENDATIONS 48
11 CONCLUSION 50
12 BIBLIOGRAPHY 52
13 ANNEXURE

CHAPTER 1
EXECUTIVE SUMMARY

EXECUTIVE SUMMARY
The project titled SALES PROMOTION AND CUSTOMER FEEDBACK
REGARDING PRICE , AFTER SALES SERVICE AND NEW PRODUCT LAUNCH for the company Carrier Air-conditioning & Refrigeration Ltd. PUNE was undertaken with a prime motive to understand the actual process involved in the sales promotion activity, carried out for refrigeration products. Sales promotion was carried out for refrigeration products of the company which are basically refrigeration products utilized for maintaining temperature in a space below surrounding . These products are basically used in process industries such as pharmaceutical, ice-cream, Food, Floriculture etc.
This project was chosen with an intention to unrevealed sales promotion carried out for industrial products and also since it is the area of interest for making a carrier in industrial marketing i.e. business to business marketing. The company Carrier Air-conditioning & Refrigeration ltd. was specifically chosen since it is into manufacturing and marketing of refrigeration products. Another reason for selecting this company is that it has huge and diversified customer base for air-conditioning in pune for its products providing good scope for the study.
The location chosen for the study was restricted to the companies within pune and
surrounding pune .The project was carried out in two stages with reference to the primary and secondary objectives. And for each stage a different methodology was adopted. The actual sales and promotion was done by mostly visiting the companies and interacting with either maintenance/purchase/projects manager with reference to products and then a detailed sales report was prepared on the basis of this interaction. Other sales promotional techniques such as sending emails, letters, catalogs of the product was also carried out.

In the second stage a feedback was taken from the customers regarding the price
offered by the company for the products , whether they are satisfied with the after sales service provided by the company to its existing company and finally their opinion about the variety of newly launched highly customized products of the company . And after this feedback for each of the above mentioned parameters each was analyzed individually to earn some productive results for the company.
And finally various sales promotional tools were studied . And it was found that
majority of the existing and prospective customers were not satisfied with the price offered by the company for its refrigeration products. After sales service was found to be a bit problem issue for the company upon which the company needs to improve to gain competitive advantage. And the existing aswell as the prospective customers have given a very overwhelming response to the newly launched products of the company .

CHAPTER 2
OBJECTIVE & SCOPE OF STUDY

OBJECTIVES OF THE PROJECT
The project was undertaken with a prime objective to understand the practical aspects of
sales promotion carried out for the refrigeration products. This project has primary and some secondary objectives which are coated as under.

Primary Objectives:

• To study the actual sales promotion techniques carried out by in product manufacturers.

• Understanding the actual market scenario for refrigeration products.

Secondary Objectives:

• To take customer feedback on different parameters
• regarding price of the products belonging to different categories
• regarding the after sales services provided to the existing customers
• Regarding the views of customers on the newly launched products
the company.

SCOPE
The scope of project was among the companies within and surrounding pune at around total 100 companies were interacted in the process of due completion of this project and complete product range of the categories of the company products were duly considered for this study providing a holistic approach

CHAPTER 3
COMPANY PROFILE

COMPANY PROFILE

History of the company
Founded in 1915 by Dr.Willis Carrier, the inventor of modern air-conditioning, Carrier has developed into being the largest global manufacturer of air-conditioning, heating and commercial refrigeration systems. Over the decades, the Carrier name has become synonymous with reliability, innovation, commitment, superior technology, cutting-edge manufacturing and world-class performance.
Carrier, a global player in the HVACR market with operations in 172 countries, 71 manufacturing locations and 18 design centers, employing approximately 41,000 people worldwide and revenues of $13.4 billion in 2006. It has the broadest product offering in the world with strong technology / innovation focus and 348 patents in the last 4 years. It also has one of the most prestigious insta -llation bases in the world.
Carrier is a part of United Technologies Corporation, a $47.8 billion, in 2006, conglomerate operating in the high technology space. The UTC group leads with businesses in aerospace & building systems with companies like Carrier (air-conditioning), Otis (Elevators), Pratt & Whitney (Jet- engines), Sikorsky (Helicopters), UTC Fire & Security (Chubb + Kidde), Hamilton Sundstrand and UTC Power.
Carrier started its operations in India with the setting up of Carrier Aircon in 1986, and Established Carrier Refrigeration in 1992. It was the first global company to bring to the Indian consumer, access to advanced technology and air-conditioning and refrigeration products from the worldwide product portfolio of Carrier. In Oct. 2006, both these companies merged to form a new entity called “Carrier Air-conditioning & Refrigeration Ltd.”.
Carrier's Gurgaon manufacturing facility produces air conditioning equipments including Window Room Air conditioners, Hi- Wall Splits, Slimpak Splits, Cassette Splits, Ducted Splits and Chillers. It also manufactures Refrigeration Equipments including Cold chain equipment comprising of Cold Rooms, Truck Refrigeration & Bus Air-conditioning system, Freezers, Visi Coolers & Super Market Products .All these are supported by the Willis Carrier Engineering Center

Historical Milestones
1902 Carrier Engineering Corp. is founded in New York.
1906 U.S. patent issued for “Apparatus for Treating Air”
1915 Carrier Engineering Corp. is founded in New York.
1922 Carrier develops a new coolant and a centrifugal refrigerating machine that enables the cooling of public spaces, changing the face of urban architecture.
1939 Carrier invents a system for air conditioning skyscrapers.
1965 Carrier installs ground-based environmental control systems for the Apollo-Saturn V moon program.
1979 UTC acquires Carrier, the world’s largest manufacturer of air conditioning and
Refrigeration equipment.
1986 Carrier establishes first of several joint ventures in China.
1996 Carrier introduces its first product line of high efficiency residential air conditioners and heat pumps using the environmentally sound, non-ozone-depleting Puron® refrigerant.
2006 Carrier pushes the performance of some Infinity models to 21 SEER (Seasonal Energy Efficiency Ratio), saving consumers more than half the energy some previous products required

Awards
2007 AHR (Air Conditioning and Refrigeration) Expo Innovation Award to Aquaforce™ chiller (U.S.)
2007 Home Magazine Building Product Awards for innovation and energy efficiency to Carrier Infinity™ (U.S.)
2006 Dealer Design Silver Award to Aquaforce chiller (U.S.)
2006 Comfortech Best in Show Award for Carrier Infinity 14 Hybrid Heat™ Packaged System (U.S.)
2006 Consumers Digest Best Buy Award for Bryant Evolution™ Plus 90i™ Gas Furnace and Evolution™ 288A Heat Pump (U.S.)
2006 China Construction Energy Saving Air Conditioning Product Gold Award for Aquaforce chiller (China)

Recent Innovations
2007 Introduces Hybrid Heat system that combines the benefits of intelligent control for both gas and electric heating to create an intuitive system that automatically selects the most efficient fuel source
2006 Launches Infinity Air Purifier that captures and kills airborne allergens, bacteria, molds and viruses
2006 Launches a new range of 13 SEER energy efficient products for U.S. market
2006 Launches Deltek™ hybrid diesel electronic technology, Vector™ 1800 all-electric trailer refrigeration unit and ComfortPro™ auxiliary power unit which reduces engine idling time 90 percent to reduce fuel costs and emissions for the North America truck/trailer market.
2006 Introduces ThinLINE™ DT container refrigeration system, the only system on the market to offer a dual-temperature capability
2005 Introduces Evergreen® chiller – first water cooled variable speed screw chiller

Corporate Responsibility
Carrier’s growth and success has been built on a foundation of trust – in the quality of our products and services, in the dedication of our people, and in the many ways we contribute to the well-being of our communities. This is directly in line with the corporate philosophy of Carrier’s parent company; United Technologies Corporation (UTC).Our commitment to responsible corporate citizenship infuses every aspect of our business. We consistently pursue fair and ethical standards, whether delivering products and services to our customers, forging relationships with industry partners, or fostering the personal and professional development of our employees

Social
Carrier actively supports the communities where we live and work through community service and charitable contributions. It is an essential aspect of our overarching mission to make the world a better place, today and well into the future.
Sustainability
As the world’s largest provider of heating, cooling and refrigeration systems, we believe market leadership obligates environmental leadership. Focused on reducing the impact of manufacturing operations across the globe, Carrier has set the industry standard for environmentally sound business practices and a commitment to sustainability across its products, production, people and processes.
Carrier Fact Sheet
Carrier Corporation is a leader in providing heating, ventilation, air conditioning and refrigeration (HVACR) systems, components, controls and services for residential, commercial, industrial and transportation applications; and food service equipment. It is a subsidiary of United Technologies Corporation
Mission
To be our customers’ first choice for air-conditioning, heating and refrigeration solutions everywhere around the world.
Purpose
We make the world a better place to live by creating a comfortable, productive and healthy environment, regardless of climate, and by ensuring the global food supply is transported and preserved for safe consumption.

Revenues
$13.5 billion in 2006
Current Employment
Approximately 41,000
Operations
The company has a network of research and development centers and 71 manufacturing facilities and 18 design centers around the world. Carrier distributes to, and services its customers via a worldwide network of owned and independent distributors and dealers in more than 170 countries on six continents.

CHAPTER 4
PRODUCT PROFILE .

PRODUCT INFORMATION

What is a Refrigeration System?
Refrigeration is defined as the transfer of heat from a lower temperature region to a higher temperature one. Refrigeration devices that produce refrigeration operate using the vapor-Compression cycle (reversed Carnot cycle) or vapor absorption system. Some examples of refrigeration devices are heat pumps, refrigerators, automotive air-conditioners,andresidential/commercial air-conditioners. All of these devices have one thing in common, to reduce the temperature of an enclosed environment.

REFRIGERATION CYCLE

There are four main components in a refrigeration systems

• The Compressor
• The Condensing Coil
• The Metering Device
• The Evaporator

Two different pressures exist in the refrigeration cycle. The evaporator or low pressure, in the “ low side” and the condenser, or high pressure, in the “high side”
These pressure areas are divided by the other two components. On one end, is the metering device which controls the refrigerant flow, and on the other end, is the compressor.
The Compressor
The compressor is heart of the system. The compressor does just what it’s name
is. It compresses the low pressure refrigerant vapor from the evaporator and
compresses it into a high pressure vapor.
The inlet to the compressor is called the “Suction Line”. It brings the low

pressure vapor into the compressor. After the compressor compresses the
refrigerant into a high pressure vapor, it removes it to the outlet called the
“Discharge Line”.
Metering Devices
Metering devices regulate how much liquid refrigerant enters the evaporator.
Common used metering devices are small thin copper tubes referred to as “cap
tubes” thermal expansion valves and single opening ‘orifices”.

The metering device tries to maintain a preset temperature difference or “ superheat”, between the inlet and outlet openings of the evaporator.

As the metering devices regulates the amount of refrigerant going into the evaporator, the device lets small amounts of refrigerant out into the line and looses the high pressure it has behind it.

Now we have a low pressure cooler liquid refrigerant entering the evaporative coil (pressure went down- so temperature goes down).

VISI-COOLER : (New launched product)

Features of Visi-cooler :

• Outer casing in galvanized steel with baked - on paint finish for durability.

• Inner liner in pre-painted galvanized steel for long life and case of maintenance.

• Higher capacity system for fast cooling even under high ambient temperatures.

• Compact fluorescent lights for bright lighting inside

• Designed for 'Super Tropical Conditions'.

• Compact Design.

• Adjustable shelving to accommodate all sized of bottles and cans.

• R - 134a refrigerant. Chlorine free environmentally sound.

• High density, environmentally sound, polyurethane foam - good insulation.

• Auto defrost.

• Bottle opener.

Deep-freezer : GT-300

Deepfreezer:product features

• Compact design with large net storage capacity
• Outer casing is galvanized steel with baked –on paint finish for for durability
• Robust construction & elegant look.
• Inner liner is Stucco Aluminum-Rust free,Food grade & Hygienic
• Higher capacity refrigeration system for fast pull down.
• High density, environment friendly, polyurethane foam for better insulation using high pressure injection machine.
• R-134a Refrigerant,chlorine free, environment friendly
• Energy save compressor – low energy consumption.
• Longer thaw –out time to take care of prolonged periods of power failure
• 60mm thick poiyurethane foam Insulation – Higher holding time.
• PVC coated baskets.
• Adjustable Thermostat.
• Skin & Auxillary condenser for better performance to suit Indian conditions

Cold room :

Introducing world class Cold Rooms from Carrier Refrigeration.A result of over50 years experience blended with technological know-how in the field of preservation

Carrier panels are manufactured in thickness of 60mm,80mm,100mm,120mm and 150mm.

Carrier offers indigenous equipments ranging from 1 HP to 5 HP for positive temperature and 1.6 HP to 3.2 HP for negative temperature applications.

For larger refrigeration equipments,Carrier offers imported equipments from own overseas factories and sourcing partners.

Carrier offers end to end solutions from farm to retail covering wide spectrum of applications such as Pre-cooling,Blastfreezer.

The cold room concept
Each of these Cold Rooms consist of precisely engineered components that are designed keeping in mind durability and reliability during usage

Panel
Carrier Refrigeration uses high pressure injection molding equipment to inject environmentally sound polyurethane foam in to the panels. The complete process of injection is microprocessor controlled to ensure precise quality and ratio of mixture to produce polyurethane foam of high quality.

Specially engineered jigs are utilized to facilitate proper binding between the metal cladding and the expanding foam. The attention to detail at every step ensures the production of panels that have uniform K factor. Regular quality assurance tests and check by quality teams ensures that the panels always measure up to the high quality standard of Carrier.

Features of Panel :

o The panel are prefabricated with Poly Urethane Insulation material
o They are rigid and weather proof
o They are twice as good as Polystyrene or mineral wool
o The panels contains polyurethane Foam layer sandwiched between the two plates under high pressure with automatic dosage, thus forming a light, sturdy, efficient insulation.

o Panels are available in following thickness: 60mm, 80mm, 100mm, 120mm, 150mm.

Door :

Maintaining the high quality standards of Carrier, the Carrier Door is a carefully engineered component of the Cold Room. The door sections are reinforced for rigidity. The threshold is provided with durable Noryl. Swing doors, injected with PUF are provided as standard. Sliding doors are available as options.

Floor :

Two types of floorings are offered

Floor panel finished with the aluminum chequered sheets

Recessed PUF slab insulation finished with tiles.

Major competitors of the company:

• Blue star
• Voltas
• Western

CHAPTER 5
THEORETICAL BACKGROUND.

Theoretical background

Promotion is term taken from Latin (Promovere) where it means moving from one end to another. In marketing, promotion means all those tools that a marketer uses to take his products from factory to the customer and hence involves advertising, sales promotion, personal selling and public relations. Communication with prospective and present customers. It is called as integrated marketing communication.

Integrated Marketing Communication:

IMC is a way of looking at the whole marketing process from view point of customer.
IMC consists of:

Advertising:
Any Paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor.

Sales Promotion:

A variety of short term incentives to encourage trial or purchase of a product or service.

Public Relation & Publicity:

Programs designed to promote or protect a company s image or individual products
.
Personal Selling:

Face to face interaction with prospective purchaser for the purpose of making
answering questions, and procuring orders.

Direct and Interactive Marketing:
Use of mail, telephone, fax, e-mail, or internet to communicate directly with or solicit response or dialogue from specific customer or prospects.

SALES PROMOTION:

In marketing, sales promotion is one of the five aspects of promotion. The other four parts of the promotional mix are advertising, personal selling, publicity/public relations, and direct &interactive marketing. Sales promotions are non-personal promotional efforts that are designed to have an immediate impact on sales. Sales promotion is media and non-media marketing communications employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability.

Examples include:

• coupons
• discounts and sales
• contests
• point of purchase displays
• rebates

Whereas advertising gives a reason to buy, Sales promotion offers an incentive to buy.
Sales promotion can be directed at either the customer, own sales staff, or distribution channel members .

Sales promotions targeted at the consumer are called consumer sales promotions. For example: Samples, coupons, cash refunds, price offs, prizes etc.

Sales promotions targeted at retailers and wholesalers are called trade sales
promotions. For example: Prices offs, advertising allowances, and free goods etc.

Sales promotions targeted at company s own sales force are called as sales-force
promotion. For example: Trade shows, conventions, contests for sales representatives and specialty advertisements.

PURPOSE OF SALES PROMOTION:

Sales-promotion tools vary in their specific objectives. Though some common
objectives are:

• Stimulate consumer trial
• To reward loyal customers
• To increase the repurchase rate of occasional buyers
• To attract brand switchers

• Enables manufacturers to adjust to short term variation in supply and demand
• Promote greater consumer price awareness.

Trade Sales Promotion Techniques include:

Trade Allowances: short term incentive offered to customers

Dealer Loader: An incentive given to induce a dealer to purchase and display a
product.

Trade Contest: A contest to reward dealer that sell the most product.

Point-of-purchase displays: Extra sales tools given to dealers to boost sales
Training Programs: dealer employees are trained in selling the product
Push Money: also known as spiffs. An extra commission paid to dealer
employees to push products.

TYPES OF SALES PROMOTION FOR REFRIGERATION
PRODUCTS.

The above mentioned theory is a general approach for sales and promotion Now being more specific the sales promotion techniques or tools for refrigeration products will be discussed .The most significant sales promotion activities for many industrial marketers are as follows,

1. Trade show exhibits:
Are basically used to meet potential customers, discover new product applications, introduce new products, demonstrate non portable equipments, aid and attract new dealers, and match competitive efforts

2. Catalogues:
Catalogs are another important components of promotional strategy for a number of industrial marketers. The catalogs serve the purpose of producing orders, developing recognition, generating request for information, stimulating invitations to bid and getting marketers product specification adopted by as many firms as possible.
While designing the catalogue the marketers take into account who are its principal users and what type of information they hope to be present in the catalogues.

3. Letters:
Letters are also a useful sales promotion activity if properly composed and properly timed. If not , they may have a negative effect. It is probably advisable to place to place responsibility for promotional letters in a specialized unit, although almost every division and department of a business usually participates by supplying information to the unit.

4. Promotional novelties:
They are secondary means of sales promotion but are often effective as continuing reminders of the marketer and his products. Both promotional novelties and entertainment can be useful in smoothing the process of market development as well as negotiations with customers.
6. Public relations:
Essence of public relations is proper conduct of a firm s relationship
with the various subgroups which compose its general public. This requires thorough study of the way in which the company s operations affects each of these groups and a comprehensive program for responding in a positive way to each of them.

Sales promotion for refrigeration products implemented at Carrier :
1. Letters.
2. Catalogues.
3. Public relations.
4. E-mails

CUSTOMER OVERVIEW
Under this chapter a cautious attempt is made to take a customer overview of the
company. As clear by now Carrier deals in refrigeration products and hence its
customers are Ice-cream, Floriculture, Pharmaceutical, Food Industries.
To make the customer overview more focused and concrete the company
wanted to concentrate on three key issues which are directly associated with the
companies CRM(customer relationship management) and functionality of the companies product range .These key issues on which customer feedback is taken are as stated below,

1. Price of the product

2. After sales service for the products

3. New product introduced in the market.

In this study an attempt is made to take feedback of the customers on the above
mentioned parameters and then these feedbacks are separately analyzed to reach some sort of concrete conclusion.
The major reason for company showing concern for these issues is that company
wants to know whether their product price is competitive, whether the customers are satisfied with the after sales service , and their opinion on the new product to find the acceptability level of their newly launched products.
All the companies visited during the course of the project are represented along
with their comments or feedbacks on the above said parameters.
It is taken to the notice that under this study a common customer overview is
taken for all the specified products i.e. each product is not treated separately for price , after sales service , and new products.

CHAPTER 6
RESEARCH METHODOLOGY.

RESEARCH METHODOLOGY
Managers need information in order to introduce products and services that create value in the mind of the customer. But the perception of value is a subjective one, and what customers value this year may be quite different from what they value next year. As such, the attributes that create value cannot simply be deduced from common knowledge. Rather, data must be collected and analyzed. The goal of marketing research is to provide the facts and direction that managers need to make their more important marketing decisions. To maximize the benefit of marketing research, those who use it need to understand the research process and its limitations.

Marketing Research vs. Market Research
These terms often are used interchangeably, but technically there is a difference. Market research deals specifically with the gathering of information about a market's size and trends. Marketing research covers a wider range of activities. While it may involve market research, marketing research is a more general systematic process that can be applied to a variety of marketing problems.

The Value of Information
Information can be useful, but what determines its real value to the
organization? In general, the value of information is determined by:
The ability and willingness to act on the information.
The accuracy of the information.
The level of indecisiveness that would exist without the
information.The amount of variation in the possible results.
The level of risk aversion.
The reaction of competitors to any decision improved by the
information.
The cost of the information in terms of time and money.

The Marketing Research Process
Once the need for marketing research has been established, most
marketing research projects involve these steps:
1. Define the problem
2. Determine research design
3. Identify data types and sources
4. Design data collection forms and questionnaires
5. Determine sample plan and size
6. Collect the data
7. Analyze and interpret the data
8. Prepare the research report

Problem Definition
The decision problem faced by management must be translated into a market research problem in the form of questions that define the information that is required to make the decision and how this information can be obtained. Thus, the decision problem is translated into a research problem. For example, a decision problem may be whether to launch a new product. The corresponding research problem might be to assess whether the market would accept the new product. The objective of the research should be defined clearly. To ensure that the true decision problem is addressed, it is useful for the researcher to outline possible scenarios of the research results and then for the decision maker to formulate plans of action under each scenario.

Research Design
Marketing research can classify in one of three categories:
Exploratory research
Descriptive research
These classifications are made according to the objective of the research. In some cases the research will fall into one of these categories, but in other cases different phases of the same research project will fall into different categories. Exploratory research has the goal of formulating problems more Precisely, clarifying concepts, gathering explanations, gaining insight, eliminating impractical ideas, and forming hypotheses.

Exploratory research can be performed using a literature search, surveying certain people about their experiences, focus groups, and case studies. When surveying people, exploratory research studies would not try to acquire a representative sample,
Whether the data is useful in the research study.
How current the data is and whether it applies to time period of interest. Errors and accuracy - whether the data is dependable and can be verified.
Presence of bias in the data. Specifications and methodologies used, including data collection method, response rate, quality and analysis of the data, sample size and sampling technique, and questionnaire design. Objective of the original data collection.
Nature of the data, including definition of variables, units of measure, categories used, and relationships examined.

Primary Data
Often, secondary data must be supplemented by primary data originated specifically for the study at hand. Some common types of primary data are:
Demographic and socioeconomic characteristics
Psychological and lifestyle characteristics
Attitudes and opinions
Awareness and knowledge - for example, brand awareness
Intentions - for example, purchase intentions. While useful, intentions are not a reliable indication of actual future behavior.
Motivation - a person's motives are more stable than his/her
behavior, so motive is a better predictor of future behavior than is past behavior.
event within the same time interval over time. Cohort analyses are useful for long-term forecasting of product demand. Causal research seeks to find cause and affect relationships between variables. It accomplishes this goal through laboratory and
field experiments.

Data Types and Sources Secondary Data

Before going through the time and expense of collecting primary data, one should check for secondary data that previously may have been collected for other purposes but that could be used in the immediate study. Secondary data may be internal to the firm, such
as sales invoices and warranty cards, or may be external to the firm such as published data or commercially available data. The government census is a valuable source of secondary data.
Secondary data has the advantage of saving time and reducing data gathering costs. The disadvantages are that the data may not fit the problem perfectly and that the accuracy may be more difficult to verify for secondary data than for primary data. Some secondary data is republished by organizations other than the original source. Because errors can occur and important explanations may be missing in republished data, one should obtain
secondary data directly from its source. One also should consider who the source is and whether the results may be biased. There are several criteria that one should use to evaluate secondary data. but rather, seek to interview those who are knowledgeable and who might be able to provide insight concerning the relationship among variables. Case studies can include contrasting situations or benchmarking against an organization known for its excellence. Exploratory research may develop hypotheses, but it does not seek to test them. Exploratory research is characterized by its flexibility. Descriptive research is more rigid than exploratory research and seeks to describe users of a product, determine the proportion of the population that uses a product, or predict future demand for a product. As opposed to exploratory research, descriptive research should define questions, people surveyed, and the method of analysis prior to beginning data collection. In other words, who, what, where, when, why, and how aspects of the research should be defined. Such preparation allows one the opportunity to make any required changes before the costly process of data collection has begun.
There are two basic types of descriptive research: longitudinal studies and cross-sectional studies. Longitudinal studies are time series analyses that make repeated measurements of the same individuals, thus allowing one to monitor behavior such as brand switching. However, longitudinal studies are not necessarily

representative since many people may refuse to participate because of the commitment required. Cross-sectional studies sample the population to make measurements at a specific point in time. A special type of cross-sectional analysis is a cohort analysis, which tracks an aggregate of individuals who experience the same Behavior Primary data can be obtained by communication or by observation. Communication involves questioning respondents either verbally or in writing. This method is versatile, since one needs only to ask for the information; however, the response may not be accurate. Communication usually is quicker and cheaper than observation. Observation involves the recording of actions and is performed by either a person or some mechanical or electronic device. Observation is less versatile than communication since some attributes of a person may not be readily observable, such as attitudes, awareness, knowledge, intentions, and motivation. Observation also might take longer since observers may have to wait for appropriate events to occur, though observation using scanner data might be quicker and more cost effective. Observation typically is more accurate than communication. Personal inte rviews have an interviewer bias that mail-in questionnaires do not have. For example, in a personal interview the respondent's perception of the interviewer may affect the responses.

CHAPTER 7
DATA ANALYSIS.

DATA ANALYSIS

Analysis of sales promotion reports

Sales promotion reports are analyzed on the basis of interaction with the persons
contacted to find how many of them have given a positive response to the products of the
company, how many of them have given negative response to the products of the
company.
1. Companies given positive response .
2. Companies given negative response.

Name of companies No of Respondents Market share in Pune
Carrier 25 25%
Bluestar 36 36%
Voltas 28 28%
Western 11 11%
Total 100 100%

Are you satisfied with price of product ?

YES NO
No of respondents 9 16

Interpretation :
Most of the customers are not satisfied with price of product.

Are you satisfied with quality of product ?

YES NO
No of respondents 22 3

88 % of customers are satisfied with quality of product

Interpretation : Most of the customers are satisfied with quality of product.

Are you satisfied with packaging of the products?

YES NO
No of respondents 9 16

64% of the customer are not satisfied with packaging of the product.

Interpretation :
Most of the customer are not satisfied with packaging of the product.

Are you satisfied with overall dealing with company ?

YES NO
No of respondents 12 13

Interpretation :
Some of the customer are not satisfied with overall dealing .

Customer overview on various parameters

COMPANY NAME AFTER SALES
SERVICE
NEW
PRODUCT
1 Kaware Ice-cream After sales service is
AVERAGE
New product is
GOOD
2 Dinshaws Ice-cream After sales service is
EXCELLENT
New product is
OUTSTANDING
3 Leo Ice-cream After sales service is
AVERAGE
New product is
GOOD
4 Frozen delight Ice-cream After sales service is
OUTSTANDING New product is
OUTSTANDING
5 Mamta Ice-cream center After sales service is
OUTSTANDING New product is
EXCELLENT
6 Aqua Ice product ltd. After sales service is
AVERAGE New product is
OUTSTANDING
7 Snowball Ice-cream ltd. After sales service is
EXCELLENT New product is
GOOD
8 Venkeys food ltd After sales service is
OUTSTANDING ………
9 Katraj dairy ltd. After sales service is
EXCELLENT ………
10 Gits food pvt. Ltd. After sales service is
OUTSTANDING ………
11 Pushpa mastani house After sales service is
OUTSTANDING New product is EXCELLENT
12 Venkateshwara Hatcheries pvt ltd. After sales service is
AVERAGE ………
13 Professional Agro pvt. Ltd. After sales service is
OUTSTANDING ………
14 More Florist pvt. Ltd. After sales service is
EXCELLENT ……...
15 Azealed Orchid floriculture After sales service is
AVERAGE ………
16 Deshpande floriculture After sales service is
OUTSTANDING ………
17 Hitech floriculture After sales service is
EXCELLENT ………
18
Sai floriculture After sales service is
AVERAGE ………
19 Sadyovan agritech After sales service is
EXCELLENT ………
20 Floral paradise After sales service is
OUTSTANDING ………
21 Emcure pharma ltd. After sales service is
EXCELLENT ………
22 Serum Institute of India td After sales service is
OUTSTANDING ………
23 Nature pharma ltd. After sales service is
AVERAGE ………
24 Eisen pharmaceutical ltd. After sales service is
OUTSTANDING ………
25 Pradeep sweets pvt.ltd. After sales service is
OUTSTANDING New product is
OUTSTANDING

Interpretation :
Most of the customers are satisfied with newly launched product & after sales service provided by company.

CHAPTER 8
FINDINGS.

FINDINGS

According to data analysis,

• Most of the customers are satisfied with quality of the product.

• High price of the products affect most of the customer.

• Most of the customers are not satisfied with packaging of the product.

• Most of the customers are satisfied with newly launched product & after sales service provided by the company.

• Some of the entire customers are not satisfied with dealing with company.

CHAPTER 9
LIMITATIONS

LIMITATIONS

Some of the major drawbacks that were faced during the course of this
study were as follows ,

1. Due to time constraints only industries pertaining to pune and surrounding pune
were considered for sales promotion and to take a customer overview.

2. Other limitation of this study was that since the company do not possess a strong brand in this sector some of the customers were reluctant to accept the
products compared to its competitors counterpart.

CHAPTER 10
RECOMMENDATION.

RECOMMENDATION

• There is a need of fast improvement in technology sphere.

• There is a need for improvement in the management, productivity,
capacity utilization, and customer satisfaction and to meet global
competition.

• Management has to look and work on the cost of production. The efforts
have to take on reducing cost of production.

• Improvement in the packaging of material must take place.

• There is vast scope for products, so effective marketing strategy must
implement.

• Proper planning, controlling will help overall increase sale of product.

• Company should focus on building a strong brand image in the minds of customer

CHAPTER 11
CONCLUSION.

CONCLUSION

As the project is completed in two phases i.e. primary and secondary the conclusion is
written in correspondence to this

I) Primary Stage :

• The market scenario for refrigeration product is motivating since
it can be observed that such products have huge demand and application .

• Thus sales promotion can be one of the efficient tool for boosting the sales of
the company.

II) Secondary Stage :

• Majority of the customers are not satisfied with the price offered by the
company for its products.

• Most of the customers are satisfied with the after sales service provided
by the company for its products.

• And almost all the customer visited are satisfied with the newly launched
products and the features possessed by these products.

CHAPTER 13
ANNEXURE.

Questionnaires
1) Name of the firm:-……………………………………………….
2) Are you selling frozen products?
a)yes b) No
3) Which type of products you are selling?
a)Ice-cream b)Vegfrozen c)Flowers d) Others
4) Which companies refrigeration system are you using?
a)Voltas b)Blue star c)Western d)Carrier
5) Are you satisfied with price of carrier refrigeration system?
a)Yes b)No
6) Are you satisfied with quality of carrier refrigeration system?
a)Yes b)No
7) Are you satisfied with packaging of carrier refrigeration system?
a)Yes b)No
8) What are your views about the after sales service provided by company ?
a)Average b)Good c)Excellent d)Outstanding
9) What are your views about the new product launched by the company ?
a)Average b)Good c)Excellent d)Outstanding
10) Would you like to give any suggestions for company ?
…………………………………………………………………………

CHAPTER 12
BIBLOGRAPHY.

BIBLIOGRAPHY

 Marketing Management -Philip Kotler.
 Marketing Management - Dr. Rajan Saxena.
 Research Methodology - C R Kothari.
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