DOON BUSINESS SCHOOL

A STUDY OF SALES PROMOTION STRATEGIES IN ZOCKETHUB PVT LTD

For the award of the degree of

MASTERS OF BUSINESS ADMINISTRATION

SESSION (2017-2019)

SUBMITTED TO:

Prof. MANISHA VERMA

BY:

GEDELA VASUDEV

IIIrd SEM (Marketing)

AFFILIATED TO
UTTARAKHAND TECHNICAL UNIVERSITY, DEHRADUN
UTTRAKHAND
DEPARTMENT OF MASTERS AND BUSINESS ADMINISTRATION

CERTIFICATE
This is to certify that Summer internship program entitled “STUDY OF
SALES PROMOTION IN ZOCKETHUB PVT LTD” being submitted by
Mr. Gedela Vasudev (0171MBA098) in Partial fulfillment for the award
of the degree of Masters and Business Administration is a recent of a
bonafide work done by him under my guidance and supervision
during the academic year 2018.

Internal Guide Head of career development cell

Mrs. Manisha Verma Mr. Sunil Choudhary

Assistant Professor, Professor,
Department of MBA Department of CDC
Doon Business School Doon Business School
Dehradun Dehradun
 ACKNOWLEDGEMENT

I wish to express my deep sense of gratitude to Mrs. MANISHA VERMA, Assistant

Professor, Department of Masters and Business Administration for her wholehearted
cooperation, unfailing inspiration and valuable guidance. Throughout the Internship, her
useful suggestions, constant encouragement has given a right direction and shape to out
learning. Really, I indebted to her for excellent guidance.

I consider it as my Privilege to express my gratitude to Mr. SUNIL CHOUDHARY,

Professor and Head of Career Development cell (CDC), for his valuable suggestions and
constant motivation that greatly helped the project to get successfully completed.

I also thank Mr. Dr. B.P.PETHIYA Campus Director and Professor, for extending his
utmost support and cooperation in providing all their provisions for the successful
completion of Internship.

I sincerely thank all the members of the staff in the Masters and Business Administration
Department for their sustained help in my pursuits.

I thank all those who contributed directly and indirectly in successfully carrying out this
work.

Mr. G.VASUDEV

0171MBA098
 ABSTRACT

The Home Automation is a wireless home automation system that is supposed

to be implemented in existing home environments, without any changes
in the infrastructure. Home Automation let the user to control the home
from his or her computer as well as Smartphone and assign a c tio ns th a t
s ho ul d ha p pe n de p e n d i n g o n t i me o r o t he r s e ns o r readings such as
light, temperature or sound from any device in the Home Automation
network.

The Internship is mainly undertaken to study the sales promotional strategies at

ZOCKETHUB PVT LTD. The intention of the study is to find what attributes
needs further improvement in order to make the product more preferable
in the market.

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

CONTENTS :

Chapter 1

➢ Introduction

➢ Marketing Mix

➢ Sales Promotion

➢ Industry Profile

➢ Emerging Trend

Chapter 2

➢ Research Design

➢ Title of study

➢ Statement of problem

➢ Objectives of study

➢ Scope of study

➢ Limitations of study

➢ Methodology

➢ Data Collection methods

Chapter 3

➢ Company Profile

➢ Products

➢ Departments

➢ HR aspects

➢ SWOT analysis
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Chapter 4

Data analysis and interpretation

➢ Table.1 – Representing Gender of Marketing of executives

➢ Table.2 – Representing Pricing of products

➢ Table.3 – Representing major competitors

➢ Table.4 – Representing competitors strength

➢ Table.5 – Representing quality of product with respect to other competitors

➢ Table.6 – Representing kind of products sold per month

➢ Table.7 – Representing merits of products differentiating from other

➢ Table.8 – Representing factors which play major role in demand generation

➢ Table.9 – Representing promotion of products

➢ Table.10 – Representing discount given on repeat purchase

➢ Table.11 – Representing percentage of discounts given on repeat purchase

➢ Table.12 – Representing way of marketing of products

➢ Table.13 – Representing targeted customers

➢ Table.14 – Representing kind of incentives received by employee

Chapter 5

➢ Summary of findings and conclusions

Chapter 6

➢ Recommendations and suggestions

➢ Appendices and Annexures

➢ Questionnaire
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 CHAPTER – 1

INTRODUCTION

“Marketing is a social and managerial process by which individuals and groups obtain what

they need and want, through creating, offering and exchanging products of value with

others”.

- Philip Kotler.

Marketing includes all those activities having to do with effecting changes in the ownership

and possession of goods and services. It is that part of economics which deals with the

creation of time, place and possession utilities and that phase of business activity through

which human wants are satisfied, by the exchange of goods and services for some valuable

consideration.

- American Marketing Association.

Marketing is the process of discovering and translating consumer wants into product and

service specifications and then in turn helping to make it possible for more and more of

consumers to enjoy more and more of these products and services.

Marketing consists of analyzing marketing opportunities, researching and selecting target

markets, designing marketing strategies, planning marketing programs and organizing,

implementing and controlling marketing effort.

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Companies have to identify long and short term marketing opportunities and research the

selected market by measuring and forecasting attractiveness of the given market. Having

selected the market, the companies need to develop a differentiating and positioning

strategy for the target market. The marketing strategy must be transformed into marketing

programs by deciding on marketing expenditures and the marketing mix. The final step is

organizing the marketing resources and implementing and controlling the marketing plan.

Marketing Mix

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

in the target market.

McCarthy has popularized a four factor classification of marketing tools known as the 4P’s of

the marketing mix. They are:

• Product

• Price

• Place

• Promotion

Product:
Product stands for the firm’s tangible offer to the market, including the product quality,

design, features, branding and packing. It deals with new product development, product life

cycle, product mix, product lines, branding and associated services to a product. From the

customer’s point of view, it helps in satisfying the customer’s needs and wants.
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Price:
Price is the monetary value of the product. Price deals with selecting the pricing objectives,

setting the price, discounts, allowances, payment policies and credit terms. It is very

important to the customers as it decides the cost the customer has to pay to gain the product

value.

Place:
This marketing tool stands for the various activities the company undertakes to make the

product accessible and available to the customer. It involves market size, channel selection

and management, storage and physical distribution with the ultimate purpose of efficiently

supplying the company’s offer to the target market. To the customer, this marketing tool

refers to convenience.

Promotion:

Promotion stands for various activities the company undertakes to communicate and

promote its products to the target market. It involves communication programs i.e. direct

marketing, advertising, sales promotions, public relations and motivation of sales force. To

the customer this tool provides knowledge and information. 5

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The Promotion Mix of a company includes the following tools;

Advertising:

It is any paid form of non-personal presentation and promotion of ideas, goods or

services by an identified sponsor.

Direct Marketing:

It refers to the use of mail, telephone and other non-personal contact tools to

communicate with or solicit a response from specific customers and prospects.

Personal Selling:

Face to face interaction with one or more prospective purchasers for the purpose of

making a sale refers to personal selling.

Public Relations and Publicity:

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

or its individual products.

Sales Promotions:

The short-term incentive to encourage trial or purchase of a product or service refers to

sales promotion. Whereas advertising offers a reason to buy; sales promotion offers an

incentive to buy. Since sales promotion directly push up the sales, increasing number of

companies are undertaking sales promotion activities.

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Sales Promotion

Sales promotion refers to the short-term incentives to encourage sales of a product or

service. It consists of a diverse collection of incentive tools, mostly short-term, designed to

stimulate quicker and greater purchase of products or services by consumers.

Purpose of Sales Promotion

Sales promotion tools vary in their specific objectives. They may be used to attract new

customers, to reward loyal customers and to increase the repurchase rates of occasional

users. Sales promotion usually targets brand switchers because non-users and users of

other brands do not always notice a promotion. Sales promotions are thus also seen as a

tool for breaking down loyalty to other products.

Sales promotions also let manufacturers adjust to short term changes in supply and demand

and differences in customer segments. They also let manufacturers to experiment by varying

prices. Sales promotions also lead to greater consumer awareness of prices.

To use sales promotion, a company must set objectives, select the right tools, develop the

best program and implement it and evaluate the results.

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Objectives of Sales Promotion

The specific objectives set for sales promotions will vary with the type of the target

market. For consumer promotions, objectives include encouraging purchasing of larger sized

units, building trial among non-users and attracting switchers away from the competitor’s

brands. For trade promotions, objectives may include; including retailers to carry new items

and higher level of inventory, encouraging off-seasonal buying, of-setting competitive

promotions, building brand loyalty of retailers and gaining entry into new retail outlets. The

sales force promotions help in encouraging support of a new product or model, encouraging

more prospecting and stimulating off-seasonal sales. But most importantly, sales promotion

should be focused on consumer relationship building.

Sales Promotion Tools

Many tools can be used to accomplish sales promotion objectives. Descriptions of the

main promotional tools are as follows;

Consumer Promotion Tools

The main consumer promotion tools are as follows;

• Samples:

They are offers of a trial amount of a product. It consists of inviting prospective

purchasers to try the product without cost or at a lower cost in the hope that they will

buy the product. Samples may be free or discounted.

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• Coupons:
Coupons are certificates that give buyers a saving when they purchase a specified

product. Coupons can be mailed, placed in advertisements or included with other

products.

• Rebates:
Rebate is also known as cash refund offers. Rebates are offers to refund part of

the purchase price of a product to its customers who send a proof of

purchase to the manufacturer. These are like coupons except that the price

reduction occurs after the purchase and not at the point of sale.

• Price Packs:
Cents-off deals or price packs offer consumers savings by way of reducing

prices that are marked by the producer directly on the package.

• Premiums:
These are the goods offered either free or at a low cost as an incentive to

buy a product. Premiums may be in-pack or on-pack (outside the pack).

• Prizes:

They are offers of chance to win something such as cash, trips or goods – by luck or

through extra efforts. Contests of talent and sweepstakes or draws the most popular
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prize offering promotions.

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 • Tie-in Promotions:

Tie-in promotions involve two or more brands or companies that team up on coupons,

refunds or contests to increase their pulling powers.

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

• Advertising Specialties:
These are useful articles imprinted with an advertiser’s name, given as gifts to

consumers.

• Patronage Rewards:
They are cash or other awards for the regular use of company’s products or services.

They are values (in cash otherwise) that are proportional to one’s patronage of a

certain vendor or a group of vendors. They aim at building brand loyalty.

• PoP Promotions:

Point of purchase (PoP) includes displays and demonstrations that take place at the

point of purchase or sale.

Trade Promotion Tools

More money is spent by companies on trade promotion (58%) than on consumer

promotions (42%). The major trade promotion tools are as follows;

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 • Discounts:
It is also known as price-off or off-invoice or off-list. Discounts price cut off the list

price on a particular quantity purchased during a stated time.

• Allowances:
They are the amount offered in return for an agreement by the retailer to feature the

manufacturer’s products in some way; displays, advertising or otherwise.

• Free Goods:
Free goods are the extra merchandise offered to middlemen who buy a specific

amount of a product.

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

Business Promotion Tools

Companies spend huge amount on promotions focused on industrial consumers. The

major business promotion tools are as follows;

• Trade Shows and Conventions.

• Sales Contests.

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

A Look into the Indian Economy and Home Automation Industry

India is the fourth largest economy in the world and it’s the largest democracy with

second largest GDP among emerging economies. World Bank’s President Dr. Jim yong Kim

confirmed that India is not the world’s 4th largest economy after USA, China and Japan in

PPP (Purchasing Power Parity). It is also one of the ten fastest growing economies in the

world.

With 1 billion populations, India remains on the fastest growing economies and even in the

present worldwide economic slowdown, has maintained GDP Growth rate of nearly 6%.

India today is 7th most attractive destination for foreign direct investments, after US,

China, Brazil, Mexico and Germany. Besides, India offers higher rate of returns and

profitability than anywhere else in the world.

Out of 1 billion population the upper and middle class constitutes 20% or 200 million

people (or 30 to 40 million houses). By rent per capita:

• 2 percent of Indian has a per capita income in excess of 14,500 Euros, which means

20 million people.
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 • 8 percent of Indians have a per capita income of more than 3,900 Euros, which

means 80 million people.

• 10 percent of Indians have a per capita income in excess of 3,200 Euros, this is about

100 million people

Overall Economic Scenario

1. The Indian market has been enormous with a large base.

2. Levels of affluence are high- with the number of individuals in the “high: income
demographic group doubling each year, according to NCAER statistics.

3. The actual “disposable” income at the disposal of the affluent Indian is as high as three to
five times higher as the official statistics, on account of the very large proportion of

unaccounted (“black”) money income.

4. The market has, due to exposure to overseas products and lifestyles, displayed the
willingness and ability to purchase overseas brands and products at high prices.

5. Customs duties and tariffs have been drastically reduced, in keeping with government
policy to open up the economy – a policy which has stayed constant despite changes in

government. All the products in the INDEX product range are now permitted for import
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 into India under OGL or the Open General License, which implies that no special import

license is required for import.

6. Despite the cut in duties, the rate of customs duties is fairly substantial which makes the
prices of products higher in India. There is a huge demand for Security systems, lighting

and consumer non-durable and appliances, Emerging demand of Home automation

7. While the Indian middle class still does not have as high a rate of obsolescence as the
US, and tend to use their Security systems for several years before changing or

upgrading, the actual size of this segment makes investment in this market more than

worthwhile. The affluent classes however, do have high rate of obsolescence of smart

tech products constantly.

8. All the above factors put together make manufacturers and retailers of a wide range of
consumer durables. Several overseas companies have already entered the market and

have been extremely well received by the market.

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Home Automation system market worth 79.57 Billion usd by 2022

According to the new market research report "Home Automation System Market by

Protocol and Technology (Network and Wireless), Product (Lighting, Security and

Access Control, HVAC and Entertainment Control), Software and Algorithm

(Behavioral and Proactive), and Geography - Global Forecast to 2022", the home

Automation system market was valued at USD 39.93 Billion in 2016 and is expected to

reach USD 79.57 Billion by 2022, at a CAGR of 11.3% during the forecast period.

Early buyers will Receive 10% customization on Reports

The home automation system market is driven by factors such as the significantly

growing IOT market, cost reduction measures enabled by home automation systems,

presence of a large number of manufacturers expanding their product portfolios, and

the increasing importance of home monitoring from remote locations.

“Entertainment control expected to be the largest market during the forecast

period”

The entertainment control market is anticipated to hold the largest share among

different products in the home automation system market. The growth of the audio,

volume, & multimedia room controls is driven by the convenience offered by these

controls for managing and controlling the entertainment systems in a house. Lighting

control is expected to be the second-largest market for home automation systems

during the forecast period. Lighting accounts for one of the largest electrical loads in

homes. Hence, lighting controllers play a vital role in reducing the electricity
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consumption within the household, along with offering comfort to the users.
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“Market for proactive segment to grow at the highest rate between 2017 and

2022”

The market for the proactive software and algorithm segment is expected to grow at a

high rate in the forecast period due to their ability to perform a comparative analysis of

the energy usage patterns based on the time of day, historical data, and weather

conditions.

“North America expected to dominate the home automation system market

between 2017 and 2022”

North America is home to some of the prominent companies in the global home

automation system market including Honeywell International Inc. (U.S.), Acuity Brands,

Inc. (U.S.), Johnson Controls Inc. (U.S.), United Technologies Corporation (U.S.), Acuity

Brands (U.S.), and Crestron Electronics, Inc. (U.S.). This is the major reason for its

dominance in the home automation system market. The demand for domestic energy

management systems and the growing trend of green homes have contributed

significantly toward the growth of this market. The number of smart homes in North

America, especially the U.S., is much higher than that in any other region in the world.

This market is expected to grow at a steady pace during the forecast period. Major

players involved in the home automation system market include Legrand, Ingersoll-

Rand PLC, Schneider Electric SE, and Honeywell International, Inc., ABB Ltd., Control4

Corporation, Crestron Electronics, Inc., Johnson Controls, Inc., and Siemens AG. 16
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About MarketsandMarkets

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Currently servicing 5000 customers worldwide including 80% of global Fortune 1000

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India Home Automation Market - Expected to Cross INR 30,000 Crore by

2022 - Research and Markets

Research and Markets has announced the addition of the "India Home Automation

Market Forecast" report to their offering.

The India Home Automation Market is expected to cross the figure of INR 30,000

Crore by 2022. Home Automation in India is creating big opportunities, not only for

Indian automation companies, but also for foreign companies. At present residential

customers have the highest market share, whereas in product category, the security

market is the clear winner in the market.

Delhi-NCR, Mumbai, Pune, Ahmadabad and Bangalore have a combined market share

of more than 50 percent in the total home automation market.

This market research report is 129 pages with 33 Figures and 14 Tables studies the

India Home Automation Market and its future evolution over the next 6 years.

This Report Studies the India Home Automation Market from 9 View Points:

1. India Home Automation Market & Forecast

2. India Home Automation Market Share & Forecast

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 3. India Home Automation Market Analysis by Product Category

4. India Home Automation Market Analysis by Customer Category

5. India Home Automation Market Analysis by City

6. India Home Automation Market Share in IOT Market

7. India Home Automation Companies Product Profiling

8. India Home Automation Start-ups Product Profiling

9. India Internet of Things (IOT) Market & Market Share in India Home Automation

India Home Automation market will be more than INR 55,000 Crore by 2024. Driving

force for India home automation market are growing internet penetration, upgradation in

network infrastructure, decreasing home automation products price and increasing

disposable income. Home automation is one of the most attractive things for general

users. At present, it is not limited to metro cities only but this market has great potential

in tier I and tier II cities too.

Increasing number of startup in home automation business provides the opportunities

for users to get products in low price as increasing number of players has increased

competition among the players. Home Automation in India is generating huge prospect

not only for automation companies in India, but also for multinational companies “Trail

and get experience with low-cost products” are the best method for novice users. Most

of the Indians, partially installed home automation products in their home; starting from

lighting and security products.

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This report titled “India Home Automation Market, by Application [Lighting,

Security, Heating, Ventilating & Air Conditioning (HVAC), Entertainment], End-

User (Residential, Commercial & Hospitality), Companies (Larsen & Toubro,

Schneider Electric, Johnson Controls, AMX LLC, Crestron Electronics, Home

Brain, Pert, Silvan Innovation Labs, Oakter) & Forecast” provides a complete

analysis of India Home Automation Market.

By Application:

There are four segments which have been studied thoroughly in this report namely

Lighting, Security, Heating, Ventilating & Air Conditioning (HVAC), and Entertainment. It

is found that Lighting and Security together account for more than 80% of the current

India Home Automation Market. Rest 15% of the market has been occupied by both

Entertainment and HVAC (Heating, Ventilating and Air Conditioning).

By User - Residential & Commercial have Bright Future:

Residential and Commercial sectors account for majority of India Home Automation Market.

In the home automation market, it is the residential sector that is making the significant

waves of security and lighting controls.

Companies Analysis:

Larsen & Toubro, Schneider Electric, Johnson Controls, AMX LLC, Crestron Electronics,

Home Brain, Pert, Silvan Innovation Labs and Oakter are some of the companies operating

in the India Home Automation Market; which has been studied thoroughly in this report.

This market research report provides a complete analysis of the India Home Automation

Market, Growth Drivers, Challenges, and their projections for the upcoming years.
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By Application:

• Lighting

• Security

• HVAC (Heating, Ventilating and Air Conditioning)

• Entertainment

By End-Users:

• Residential

• Commercial

• Hospitality

Company Profiled in the India Home Automation Market:

✓ Larsen & Toubro

✓ Schneider Electric

✓ Johnson Controls

✓ AMX LLC

✓ Crestron Electronics

✓ Home Brain

✓ Pert

✓ Silvan Innovation Labs

✓ Oakter

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India Home Automation Market (2013 – 2024)

Home automation in India is rapidly growing and is used in a variety of applications

across residential, commercial and hospitality segments. Home automation has its roots in

smart home appliances which has over the years led to the development of integrated smart

homes. Home automation today largely consists of four functional segments – Lighting,

Security, Audio/Video and HVAC (Heating, Ventilating and Air Conditioning).

Smart Homes are homes which are powered by computing devices and information

technology that connect various gadgets and instruments in the house to provide

enhanced comfort, convenience, security, and entertainment to residents in a sustainable

way. Once hailed as the domain of the super rich, today most customers seek Smart Homes

in some form or the other. The availability of a wide range of high technology products aimed

at making life more secure, convenient and comfortable are steadily drawing more and more

customers to the concept.

Home automation market is fast evolving in the Indian context. Initially Smart Homes

were marketed primarily as homes with advanced security features. The market is now

evolving into newer areas like lighting systems, gas leakage detectors, fire detection

systems, entertainment systems and energy efficiency systems. Therefore, home

automation, apart from providing better security, conveniences and comfort to the

resident, also provides significant energy savings

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How Home Automation Market is expected to grow in India?

Home automation market in India is expected to grow in 3 Phases.

Phase 1: Year 2013 to Year 2016

• Offerings don’t cater to mass market

• Products with good specs and finish are expensive

• Low priced products have shabby look and build

Phase 2: Year 2017 to Year 2021

• Big companies like Philips, Siemens will bring out fairly mass market automation

products and more people will be able to afford the products

• Some players will have niche in high end automation and focus on premium market

Phase 3: Year 2021 Onwards

• As Automation and IOT becomes commoditized, all major players will have a

presence here leading to competition in prices and lower margins

• Many (most) houses will incorporate some aspect of Automation in the home

The home automation market in India is expected to reach INR 55,219 Crore by 2024, from

the current INR 8,800 Crore. The key growth drivers for this demand are increasing

consumer awareness and financial ability, product innovations (like smart phone

apps), builders’ requirement for market differentiation and an increase in the preference for

energy efficient systems. However the market is still in its growth phase with a
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significant gap for more innovative and connected systems. Some of the key constraints
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include high product costs and moderate levels of satisfaction among the customers.
Indian automation industry indicates towards the massive opportunities presented by

the segment. As the disposable income for individuals continue to grow, lavish

lifestyle gain popularity in Indian households and work spaces. Technology

awareness grows along the increasing population with smart portable devices. This

poses automated system vendors with the opportunity to provide advanced control of

home equipment to its end-users.

Research advancements in electronic device and control equipment segment has

further reassured the cost of manufacturing and installing of smart devices. In an effort to

be energy efficient, several business verticals have chosen to adopt automated

systems while availing convenience of operation. Additionally, current government

policies for developing smart cities has opened widespread market opportunities for the

regional vendors. Poor web networking and unavailability of internet to a certain population

restrains the industries growth in this segment. The market is segmented by

commercial, residential, and hospitality implementation, out of which maximum

demand is expected by the latest. Global market giants are expected to spread their

investment outreach given the market surge.

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 Figure 2-1: India – Home Automation Market (Crore INR), 2013 – 2017

10,000
9,000
8,000
7,000
6,000
INR

5,000
4,000
3,000
2,000
1,000
0

2013 2014 2015 2016 2017

Figure 2-2: India – Forecast for Home Automation Market (Crore INR), 2018 – 2024

60,000

50,000

40,000
INR Crore

30,000

20,000

10,000

0
2018 2019 2020 2021 2022 2023 2024

Source: RedSeer Consulting, Renub Research Analysis

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 The Emerging Trend

2017 International Conference on Trends in Electronics and

Informatics (ICEI) :

Internet of Things (IOT) is nothing but connecting different real world objects to provide

proper communication, synchronization, and inter-connecting between various devices or

physical appliances is also known as "Things". The Home Automation System (HAS) is

extension of current activities performed inside the home and this Home Automation

System (HAS) can be developed easily now a day's, because of powerful computational

devices and wireless sensor network(WSN), to provide user friendly and cost fairly home

automation system. In home automation system (HAS), different technologies like WiFi,

Bluetooth and ZigBee are used for communication, and different devices like smart phone,

tablet and laptop used for controlling various appliances. In this paper we detailed a

survey on different home automation systems considering parameters like type of

communication, cost, technology and efficiency of system. A comparative analysis of

home automation systems is done. In future this system may have high demand and

usage for automation of the "Things". Using Home Automation System (HAS) our home

will be smart home that can operate without any physical interference of human being.

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 Chapter 2

REASEARCH DESIGN

Title of the Study

The title of the study is – “A STUDY ON SALES PROMOTION OF HOME

AUTOMATION AND SURVEILLANCE PRODUCTS at ZOCKETHUB PVT LTD”.

Statement of the Problem

The Internship is mainly undertaken to study the sales promotional strategies at

Zockethub Pvt. Ltd. The intention of the study is to find what attributes needs further

improvement in order to make the product more preferable in the market.

The main aim of the study is to uncover new relationship and identify any problem that

may arise in future. Hence, exploratory research is been conducted. Exploratory research

as its name implies endeavors of exploring the possibility of doing research on a subject

where due to lack of existing knowledge framing and testing the hypotheses is difficult. In

today’s crowed marketplace where products and services are touting themselves to be the

best, it is vital to stand out in the crowd. The study was undertaken to explore how a

company or brand can ensure a store that stands out and not get lost in the crowd.
27
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 Objectives of the Study

1. To study the various promotional strategy adopted by Zockethub Pvt. Ltd.

2. To find out the footage of Zockethub Pvt. Ltd. With respect to other players in the
market.

3. To observe and understand the practice followed by Zockethub Pvt. Ltd.

4. To find out the communication linkages and de-linkages in the organization.

5. To study the activities of each and every department of the organization.

Scope of the Study

This project was undertaken for a specific period in Zockethub Pvt. Ltd., Plot no 51,

Pandurangapuram, Visakhapatnam, Andhra Pradesh. It is an exercise that is well planned

into the curriculum giving the researcher a valuable opportunity to understand the working

dynamics of the organization and to experiment and exhibit the recently acquired

management and administration skills.

The prospect of the Automation sector in India seems positive. The Indian Automation
28

industry has awakened to interesting times! The last ten years have seen changes in the
Page

shopping malls, Hospitals. Consumers today no longer look for mere practicality in
Automation, instead, they look for Smart Home Technology, i.e. lifestyle living. Realizing

the tremendous market potential and to make the most of it, the study was undertaken.

Limitations of the Study

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

1. “Change is Constant” rule of nature. Hence, the study undertaken may not hold

good for longer duration.

2. The study was conducted under the assumption that the information given by the

respondents is authentic.

3. The analysis and suggestion are given only with respect to marketing aspects as

technical suggestion with respect to the product could not be given.

4. Confidential matters were not disclosed by the company.

5. There were time constraints.

29
Page
 Methodology of the Study

A variety of methods of study have been adopted by the researcher to fulfill the

objectives of the study.

➢ In order to have a better grasp of the study, the researcher chose to become a

keen observer, studying the various aspects of the organization.

➢ To have a broader perspective of the study, the researcher attended the Live

Exhibition in Builders Association meet held at R.K Beach Grounds wherein the

products of Zockethub Pvt. Ltd. were displayed.

➢ In order to fund out the market realities, the researcher visited the showrooms of

certain companies having almost similar product profile as that of Zockethub

Pvt. Ltd. To name a few Essa tech services, Pert Automation, RVSS etc.

➢ With a view to understand the crunch of the matter and to find out the ground

realities, the researcher formed a schedule specifically for the set of

respondents. The researcher met the respondents personally, interviewed them

and made them to fill the questionnaire.

30
Page
The researcher has done the research in the following manner;

a) Type of the research undertaken is analytical.

b) Technique used is random sampling.

c) Sample size taken is 30.

d) Sources of data used include both primary as well as secondary data.

e) Tool used for the research is questionnaire.

f) Plan of analysis are tables and graphs.

Data Collection Methods

In this study, the foremost data collection instrument used is the questionnaire method.

The questionnaire has been designed with both open ended and closed ended questions.

Apart from this, the research instrument consists of primary and secondary data collected

for the study.

Primary Data:

Here first hand information is obtained by distributing printed questionnaire to the

marketing executives of the company. Data was also obtained from the observation and

interview technique adopted by the researcher. Moreover, information was disseminated

by the departmental heads.

Secondary Data:

Here the information is obtained from the brochure of Zockethub, books, websites,
31

newsletter, journals, magazines, newspapers, etc.

Page
 SOURCES OF DATA

Primary Data Secondary Data

Questionnaire Newsletter
Observation Journals
Interviews Magazines
Visits to other Newspapers
Companies Information Books
Through Departmental heads Websites

32
Page
 Chapter 3
Company Profile
Zockethub is a next-generation home automation provider with consulting and

implementation services. Our mission is to empower our clients to use the best in class

technology within an affordable budget and excellence in service and customer

satisfaction. Our clients range from global corporates to local homeowners. Improvement

to the standard of living with control and convenience right in your hands is our philosophy.

Being a service provider, we add value proposition by bringing future technologies and

innovation within your reach. We are highly competitive, performance oriented and have

the customer at the heart of everything we do.

Zockethub Private Limited is an unlisted private company incorporated on 10 January,

2018. The registered office of the company is at satyanarayana deval raju plot

No 51, pandurangapuram layout, visakhapatnam, Vishakhapatnam, Andhra

Pradesh.

The total paid-up capital is INR 10,000.00 . The company has no reported secured loans.

The company has 2 directors/key management personnel. The directors are Venkata

Devalraju Ramana and Sri Aditya Devalraju.

Policy:

Zockethub takes pride in meeting all the requirements and needs of our clients in minimum
33

turn-around time with maximum return on investments while extending on customer

Page

service and work quality demands. Client satisfaction remains our top priority at any point
in time. We work with all our clients on a one to one basis to understand their

requirements and provide them with tailor-made solutions. We have developed our

competence and expertise at every level to realize synergy in your requirements and the

solutions we deliver.

Mission:

Our mission is not only to equip you with best in class technology but also to support and

promote your standard of living and comfort to new heights and deliver effective solutions

and faster returns on your investments.

Commitment:

Our commitment is to gain your trust and goodwill through an innovative approach and be

a market leader in all of the services we cater to. We deliver high quality results,

exceeding your expectations and provide timely solutions to help you reach your goals.

Products & Features

Zockethub is the next generation home automation innovation, that lets you control,

monitor and secure your home with your smartphone. There are Two kinds of Products

Home Automation Products

We're an IOT Company working on next generation technologies. We are manufacturers

of Zockethub Smart Devices. Through our extensive R&D and state-of-the-art design
34

work, we offer a range of Smart, Retrofit and affordable Home Automation Devices.
Page

You don't need any change in wiring. Our Products are Robust and wireless. Currently our
Mobile application supported by IOS and Android.

• Zockethub 8 node module

• Zockethub 4 node module

• Zockethub 2 node module

• Zockethub single node module

• Motion sensors ( fall ceiling, wall mount)

• IR blaster

• Curtain controller

• Occupancy sensor

• Motion detection module

• Float sensor

• LPG detector

• Microwave sensors

• Solar based led light

• Gate Automation

Our Products Key Benefits:

• Power Saving and Power Monitoring

• Safety and Security

• Low Cost and Wireless Products

• Smart Phone Control

35
Page
Features:

• Tap On Tap Off. You can control your Fan, TV, Lights etc.

• Wi-Fi enabled smart device.

• Motion Sensor for room based lighting Ex: Whenever a person enters into a room that

Particular lights & lights or fans & AC should be on.

• Operate your device manually , through mobile app and Virtual Assistant like Alexa

• No Internet connection is required to operate in locally Wifi signals are enough.

• Through Internet connection you can control your appliance throughout the world.

• The device can measure energy consumption of each appliance.

• You can create your own rule for any appliance.

Surveillance and security systems

• CCTV Cameras

➢ Hikvision

➢ Cp plus

➢ Honeywell

➢ Dahua

• Video door phones

• Digital door locks

• Solar fencing

• Fire safety systems

• Burglar alarms
36

• Biometric systems
Page
Pricings is the process whereby a business sets the price at which it will sell its products
and services, and may be part of the business's marketing plan. In setting prices, the

business will take into account the price at which it could acquire the goods,

the manufacturing cost, the market place, competition, market condition, brand, and

quality of product

Some of its Clients are:

1. N.Anil Kumar, Hyderabad

2. RAJYOG Solutions , Visakhapatnam

3. AshikPasumarthy, Parvathipuram

4. Ganesh Reddy, Srikakulam

5. RamanaMurthy , Visakhapatnam

6. Prerna Swain, Hyderabad

7. SHIPMILE Company , Hyderabad

8. Apple Plyware, Visakhapatnam

9. Abbai Naidu, Anakapalle

10. Provotol soft. Technologies, Visakhapatnam

37
Page
 DEPARTMENTS

The researcher encompassed the study of four departments namely Accounts and

Administration, Designing, Production and Marketing. The basis for departmentalization

was functional.

ACCOUNTS AND ADMINISTRATION DEPARTMENT

This department is headed by Mr. Sri Aditya Deval Raju. This department is broadly

concerned with the acquisition and use of funds by the company. It also analyze, plan and

control the company’s financial affairs. Moreover, the in house administration of the

company is also taken care of. It includes maintenance of Laboratory and a look into the

requirements and problems of day to day administration. It also keeps a track of things

with regard to civil construction, architectural services, networking, project co-ordination,

electrical work, etc. It is also concerned with bank facility availed by the employees. Apart

from all these, it also takes into account the installation part at the customer site after the

dispatch of the product. In a nutshell this department deals with the trouble shooting of any

problem.

DESIGNING DEPARTMENT

This department is headed by Mr. Raghavendra. Two aspects namely Software and

web Designing are focused upon. Major activities undertaken in this department are as

follows:
38
Page
 • Setting the normal design –

According to the initial measurement told by the customer, a normal design is set.

Once the normal design is finalized by the customer, a designer accompanied by

marketing personnel visits the construction site and takes the final measurement for

Home theatre Setup Then according to it a design is set and the price quotations

are made.

• Setting the production design –

When the deal is finalized and after receiving 50% of the amount from the

customer, the designers make the production design. This design clearly

demarcates the technicalities so that it becomes easier for the production personnel

to understand.

• Innovative designs –

The team of designers also trigger out the brain cells to create innovative designs.

PRODUCTION DEPARTMENT

This department is headed by Mr.Aditya. Four supervisors are in charge of four

different activities such as quality control, product analyzing, production and dispatch.
39
Page
 PRODUCTION HEAD

Supervisor Supervisor Supervisor Supervisor

(Quality Control) (Product (Production) (Dispatch)
Analysis)

2 Persons 2 Persons 4 Persons 1 Person

• Quality Control:

This sub department is mainly concerned with the inspection of raw materials. The

raw materials are supplied mainly by a particular company , Secure systems. For

bulk orders, direct purchase is made from the local dealer companies

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

specifications.

• Product Analyzing:

This sub-department is mainly concerned with targeting and scheduling. After

receiving the production design, it targets as to when the work needs to be

completed and schedules the whole process. Again, after completion of production

process and before dispatch, the product is thoroughly inspected here.

40
Page
• Production:

4 persons comprising of machine operators and helpers are involved in this

sub-department. It consists of five operations namely cutting, molding, edge bending,

boring and hot press and post formed. Layout and post production is done under

control of Manufacturing unit

• Dispatch:

After the product is analyzed, it is ready for dispatch. Usually, at least once

Electrician along with a supervisor goes to the customer site for installation.

MARKETING DEPARTMENT

This department deals with the springboard of all activities. This department is split into

two divisions – one dealing with home Home Automation Products and the other

dealing with Surveillance and security systems

Home Automation Products :

This department is headed by Mr. Aditya . 4 marketing executives assist him. Let us

discuss the 4P’s of marketing mix with regard to the company.

41
Page
Product:

Zockethubs 8,4,2,1 Modules, Occupancy sensors, curtain controllers (Horizontal and

vertical), Gate Automation, solar based LED lights, Motion detection modules and

Microwave sensors and Home theatre setup which completely makes a Smart Home.

What is Smart Home Technology ?

The Smart Home Technology use devices connected to Internet of things to

automate and monitor in-home systems. It allows user to control and monitor their

connected home devices from smart home apps, smart phones or other networked

devices. Users can remotely control connected home systems whether they are home

or way. This allows for more efficient energy and electric use as well as ensuring their

home is secure. Smart home Technology is now being used to create smart cities. A

smart city functions similar to smart home, where systems are monitored to efficiently

run the cities and save money

Why use Surveillance and security systems ?

The surveillance cameras can help detect crimes. Burglar Alarms would be

reluctant to break into home that has surveillance cameras. It is best way we can

place cameras here they can be seen. Apart from being an effective deterrent,

surveillance cameras can also provide image evidence that can be aid in post crime

investigations and prosecution

42
Page
Security systems includes Biometric systems, scanners, face recognition systems

Video door phones, Door lock, Boom Barriers, Fire safety systems helps in securing home

or an complete apartment through complete security. These are designed to detect

intrusion, unauthorized entry into a building or area.

Surveillance and security systems are used in residential, commercial, industrial and

military properties for protection against burglary (theft) or property damage, as well as

personal protection against intruders, these show correlation with deceased theft.

Promotion:

The Company has a showroom of its own. The showroom is opened for all the six days of

a week from 9 a.m. to 9 p.m. Paper insertion are placed in leading newspapers such as

Sakshi, Eenadu, Andhra Jyothi and Vizag’s yoyo Magzine. Telemarketing is also done.

Display stalls are put up at various Enterprenuers Expo. The Company also participates in

exhibitions. The recent one is, being the participant of the Builders Association meet Held

at RK beach Visakhapatnam.
43
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 HR ASPECTS

Though the company does not have a separate HR Department as it is in the embryonic

stage but the HR aspects are taken care of by Mr. Sri Aditya

• Leave Facility :

All employees are entitled to 6 days of casual leave and 2 days of sick leave

(monthly). In case of a long leave, say a week or more than that, one needs to inform it

before 10- 12 days. In case of emergency, a prior intimation before 2 days is sufficient.

One can also avail the facility of working on holidays and taking leave on the week

days.

• Recruitment :

The Company spells out its requirements to the consultancies about the suitable

candidates. Usually, Mr. Aditya or Mr. Farooq takes the interview of the candidates.

• Training :

A selected candidate is put on training for about 15 days. During this period, he

is not given individual project.

• Job Rotation :

Job rotation is adopted by the company so that there is development of multi-

44

faceted skills to fill in vacancies and to cope with increasing work load. Movement is
Page

effected in the same grade

 THE WHOLE PROCESS AT A GLANCE

Clients visit the office

↓
Initial Requirement is t for customization

↓
Executives explains the product details and

↓
Quotation is made

↓
Negotiation is made

↓
Product is chosen by the customer

↓
50% of the amount is given as advance by the customer

↓
Signing of the estimation form
Both the company and client will keep a copy of it

↓
Production sketch is made after visiting site

↓
Production department

↓
45

Delivery and installation

Page
 SWOT Analysis

Strength Weakness

• Customized products • A new entrant in the market

• Reasonable price
• Quality
Opportunity Threats

• Growth of Home automation and • A lot many players are existing

surveillance industry seems in the market
positive
• Huge potential

Future Plans:

The company has shown excellent growth since inception and is growing at a rapid

pace. All these contribute for the company’s future expansion plan.

• It is going to open manufacturing units in Srikakulam and Hyderabad

• Will involve 10 dealers in Hyderabad 46

Page
 CHAPTER- 4

DATA ANALYSIS AND INTERPRETATION

Table No. 1

Table representing the Gender of the marketing executives

Gender No. of Respondents Percentage

Male 6 20%
Female 24 80%
Total 30 100%

Analysis

➢ 80% of the respondents are male.

➢ 20% of the respondents are female.

Interpretation

➢ Majority of the marketing executive are male.

47
Page
 Graph 1

Gender of the Marketing Executives

No. of Respondents

Male
Female

48
Page
 Table No. 2

Table representing the pricing of products

Prices No. of Respondents Percentage

High ─ ─
Reasonable 16 54%
Competitive 14 46%
Low ─ ─
Total 30 100%

Analysis

➢ 54% of the respondents are of the opinion that the products are reasonable.

➢ 46% of the respondents are of the opinion that the prices of the products are

competitive.

➢ None of the respondents feel that the prices of the products are either high or

low.

Interpretation

➢ Majority of the respondents opine that the prices of the products are

reasonable.

➢ The prices of the products are reasonable though they are competitive.
49
Page
 Graph 2

Pricing of Products

No. of Respondents

High
Reasonable
Competitive
Low

50
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 Table No. 3

Table representing the major competitors of Zockethub

Pvt. Ltd. with regard to
Home Automation and surveillance systems

Major Competitor No. of Respondents Percentage

No dominant player 24 80
Essa Tech Services 4 13
Effisol solutions 2 7
Total 30 100

Analysis

➢ Majority of the respondents i.e. 80% opines that there is no dominant player in

the market.

➢ 13% of the respondents are of the opinion that the Essa tech is the major

competitor.

➢ Effisol is considered as the major competitor by 7% of the respondents.

Interpretation

➢ Though the companies like Essa tech and Effisol solutions came into the

picture but the fact reveals that there is no dominant player in the market. So
51

everyone is competing with each other.

Page
 Graph 3

Representing the major competitors of Zockethub Pvt.

Ltd. with regard to
Home Automation and surveillance systems

No of Respondents
30

25

20

15
No of Respondents
10

0
No dominant Essa tech services Effisol solutions
player

52
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 Table No. 4

Table representing the competitor’s strength

Strength No. of Respondents Percentage

Quality ─ ─
Brand Image 24 80
Pricing ─ ─
Promotional Activities 6 20
Total 30 100

Analysis

➢ 80% of the respondents are of the opinion that the competitor’s strength is

brand image.

➢ 20% of the respondents opine that promotional activities are the strength of the

competitors.

➢ None of the respondents feel that quality and pricing are the strength of the

competitors.

Interpretation

➢ Majority of the respondents opines that brand image is the strength of the

competitors.
53
Page
 Graph 4

The Competitor’s Strength

30

25 24

20
Quality

15 Brand Image
Pricing

10 Promotional Activities

6
5

0 0
0
No. of Respondents

54
Page
 Table No. 5

Table representing the quality of the products of

Zockethub with respect to other competitors

Rating No. of Respondents Percentage

Good 17 57
Very good 13 43
Fair ─ ─
Poor ─ ─
Total 30 100

Analysis

➢ Majority of the respondents i.e. 57% are of the opinion that the products are of

good quality with respect to other competitors.

➢ 43% of the respondents opine that the products are of very good quality with

respect to the other competitors.

➢ None of the respondents are of the opinion that the products are of fair or poor

quality with respect to other competitors.

Interpretation

➢ Majority of the respondents is of the opinion that the products are of good

quality and is at par with other competitors having brand names.

55
Page
 Graph 5

Quality of the products of Zockethub with respect to

other competitors

No. of Respondents

Good
Very good
Fair
Poor

56
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 Table No. 6

Table representing kind of products sold more per

month

Products No. of Respondents Percentage

Surveillance and Security 27 90
systems
Home Automation 3 10
Total 30 100

Analysis

➢ 90% of the respondents are of the opinion that Surveillance cameras and digital

locks, biometric systems are sold more per month.

➢ 10% of the respondents are of the opinion that Home Automation Products are

sold more per month.

Interpretation

➢ Majority of the respondents is of the opinion that Surveillance and security

systems are sold more per month because most of the people are not knowing

about automation
57
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 Graph 6

Kinds of products sold more per month

No. of Respondents
30

25

20

15
No. of Respondents
10

0
Surveillance and Security Home Automation
systems

58
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 Table No. 7

Table representing the merits of the products of

Zockethub that differentiates it from others

Merits No. of Respondents Percentage

Reasonable price 10 33
Quality 7 24
Customized product 10 33
Finishing 3 10
Total 30 100

Analysis

➢ 33% of the respondents are of the opinion that reasonable pricing and a

customized product differentiates the products of Zockethub from that of others.

➢ 24% of the respondents are of the opinion that quality is the differentiating

factor.

➢ 10% of the respondents are of the opinion that finishing is the differentiating

factor.

Interpretation

➢ Reasonable pricing and customized products differentiates the products of

Zockethub from that of others.

➢ In fact, all the merits such as reasonable pricing, customized products, quality

and finishing contributes in differentiating the products from others.

59
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 Graph 7

Merits that differentiates the products of Zockethub Pvt.

Ltd.

12

10 10
10

8
7
Reasonable price

6 Quality
Customized products
Finishing
4
3

0
No. of Respondents

60
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 Table No. 8

Table representing the factors which play a major role

in demand generation

Factors Ratings

5 4 3 2 1
Price of the product 4 3 0 1 1

Awareness about the 3 1 0 4 1

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

5 - Very important, 4 - Important, 3 - Makes little difference,

2 - Not important, 1 – Does not make any difference.

Analysis

➢ Price of the product gets the maximum of 5 rating.

➢ Design of the product and the price of the product get the maximum of 4 rating.

➢ Delivery of the product ordered gets the maximum of 3 ratings.

➢ Awareness about the product gets the maximum of 2 rating.

➢ Presentation about the product gets the maximum of 1 rating.

61
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Interpretation

➢ Price of the product plays a major role in the demand generation.

➢ Design of the product plays an important role in demand generation.

➢ Delivery time of the product ordered can make a little difference in demand

generation.

Graph 8

Factors playing a major role in demand generation

5
5

4 4 4
4

Price of the product

3 3 3 3 Awareness about the product
3
Delivery of the product ordered
Presentation about the product
2 2 Design of the product
2

1 1 1 1 1
1

00 0 0 0 0
0
62

1 2 3 4 5
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 Table No. 9

Table representing the promotion of the products of

Zockethub Pvt. Ltd.

Promotions No. of Respondents Percentage

Paper insertion 7 24
Telemarketing 10 33
Display stalls ─ ─
Participating in 10 33
exhibition
Direct mail ─ ─
Presentations ─ ─
Showrooms 3 10
Total 30 100

Analysis

➢ 24% of the respondents are of the opinion that paper insertions are used as

promotion of the product.

➢ 33% of the respondents opine that telemarketing is the means of promotion of

the products.

➢ 33% of the respondents feel that participating in exhibition has promoted the

product.

➢ 10% of the respondents are of the opinion that showrooms are used as

promotion of the product.

63
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Interpretation

➢ The company adopts a variety of promotional methods such as paper insertion,

telemarketing, display stalls, participating in exhibition, direct mail, presentations

and showrooms.

Graph 9

Methods of promoting the products

12

10

Paper insertion
8
Telemarketing
Display stalls
6
Participating in exhibition
Direct mails
4
Presentation
Showrooms
2

0
No. of Respondents

64
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 Table No. 10

Table representing the discount if given on repeat

purchase

Discounts Given No. of Respondents Percentage

Yes 27 90
No 3 10
Total 30 100

Analysis

➢ 90% of the respondents are of the opinion that the discount is given on repeat

purchase.

➢ 10% of the respondents are of the opinion that discounts are not given on

repeat purchase.

Interpretation

➢ Majority of the respondents is of the opinion that discounts are given on repeat

purchase.

65
Page
 Graph 10

Discounts given on repeat purchase

No. of Respondents

Yes
No

66
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 Table No. 11

Table representing the percentage of discounts given

on repeat purchase

Percentage of Discount No. of Respondent Percentage

2 – 5% 20 66
6 – 10% 5 17
11 – 15% ─ ─
16 – 20% ─ ─
None 5 17
Total 30 100

Analysis

➢ 66% of the respondents are of the opinion that 2-5% discount is given on

repeat purchase.

➢ 17% of the respondents opine that 6-10% of discount is given on repeat

purchase.

➢ 17% of the respondents are of the opinion that no discount is given on repeat

purchase.

Interpretation

➢ Majority of the respondents are of the opinion that 2-5% discount is given on

repeat purchase.

➢ The company does not adhere to any stringent norm while giving discount on
67

repeat purchase as there is difference of opinion among the respondents.

Page
 Graph 11

Percentage of discount given on repeat purchase

25

20
20

2-5%
15
6-10%
11-15%
10 16-20%
None
5 5
5

0 0
0
No. of Respondents

68
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 Table No. 12

Table representing the way of marketing of the

products

Way No. of Respondents Percentage

Direct marketing 30 100
(Showroom)
Retailers ─ ─
Dealers ─ ─
All of the above ─ ─
Total 30 100

Analysis

➢ 100% of the respondents are of the opinion that the marketing of products are

through direct marketing.

Interpretation

➢ The products are marketed through direct marketing and dealers and retailers

are not involved in the marketing process.

69
Page
 Graph 12

The way of marketing of the products

35
30
30

25

Direct marketing
20
Retailers
15 Dealers
All of the above
10

5
0 0 0
0
No. of Respondents

70
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 Table No. 13

Table representing the target consumers

Target No. of Respondents Percentage

Upper class 27 90
Middle class 3 10
Lower class ─ ─
Total 30 100%

Analysis

➢ 90% the target customers are from upper class.

➢ 10% of the target customers are from middle class.

Interpretation

➢ The target consumers are the upper class and the middle class.

71
Page
 Graph 13

The target consumers

30

25

20

Upper class
15
Middle class
Lower class
10

0
No. of Respondents

72
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 Table No. 14

Table representing the kind of incentives received by

the employee

Kind of incentives No. of Respondents Percentage

Commission ─ ─
Schemes ─ ─
Free gifts ─ ─
Recognition 17 57
Nothing at present 13 43
Total 30 100

Analysis

➢ 100% of the respondents are of the opinion that no incentives are given at

present.

Interpretation

➢ No incentives are given to the marketing personnel at present.

73
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 Graph 14

Kind of incentives received by the marketing personnel

18

16

14

12
Commission
10 Schemes
Free gifts
8
Recognition
6
Nothing at present
4

0
No. of Respondents

74
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 CHAPTER – 5

SUMMARY OF FINDINGS AND CONCLISION

A Summary of Findings:

The finding can be grouped together into two broad categories such as;

Specific Findings:

➢ This is pertaining to the objectives of the study.

General Findings:
➢ This is with regard to the market dynamics and visits made by the researcher to

companies having almost similar products profile.

Specific Findings:

1. The company adopts a variety of promotional methods such as paper insertion,

telemarketing, display stalls, participating in exhibitions, direct mail, presentations

and showrooms.
75
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 2. Though companies like Essa tech services and Effisol solutions came into the

picture but the fact reveals that there is no dominant player in the market. So every

player is vying with each other to capture a larger pie in the markets.

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

4. The products are marketed through direct marketing (showroom) and dealers are

not involved in the marketing process so far.

5. The activities carried out by each and every department of the organization is

systematic.

General Findings:

1. Foreign companies can invest up to 100% in most of the manufacturing industries

in India, including Automation

2. With the vast array of modular option available in market, the consumer isn’t really

strapped for choice.

3. North American Expected to dominate the home automation system market

between 2017 and 2022 – North America is home to some of the prominent

companies in the global home automation system market including Honeywell

76

International (US), acuity brands Inc.,Jhonson control Inc.(US), United

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 Technologies Corporation (US) and Crestron Electronics Inc.,(US). This is the

major Reason for this Dominance in the home automation system market. The

demand for domestic energy management system and the growing trend of Green

homes have contributed significantly towards the growth of this Market, which

flooded in the Indian market. In a nutshell, this means to say that the competition is

very intense.

4. Many branded companies outsource the products because of which the delivery

time of the product ordered is stretched. In this respect, Zockethub has an added

advantage.

5. “Quality never comes cheap”. This is true but at the same time, it is also true that

quality can come at a reasonable price. With regard to the quality, products of

Zockethub are at par with the other players having brand names and at the same

time the products are reasonable priced.

6. With regard to home automation, most of the companies have standardized

products but the products of zockethub are customized. This can be rightly marked

as the strength of the company. Surveillance systems are also being sold fastly in

the present market along with the competitors

7. Majority of the marketing executives are male.

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8. The prices of the products are reasonable though they are competitive.
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9. The products are of good quality and are at par with other competitors having

brand names.

10. Automation products are yet to be sold and surveillance systems are sold more per

month. So, this area needs greater focus.

11. Reasonable pricing, customized products, quality and finishing contributes in

differentiating the products of the organization from that of the others.

12. Apart from price of the product, design and delivery time of the product ordered

play a crucial role in triggering out demand generation of the product.

13. Discount is given on repeat purchase.

14. The company does not adhere to stringent norm while giving discount on repeat

purchase.

15. The target consumers are the elite and upper middle class.

16. No incentives are given by the company to its marketing personnel at present.
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 Conclusion
“No man has the right to dictate what other men should perceive, create or produce, but all

should be encouraged to reveal themselves, their perceptions and emotions and builds

confidence in their creative spirit!”

This inspiring thought of Ansell Adams is well appreciated by new style marketing

organizations which understand that “boxes and lines” structures can’t drive value in fast

moving environments. No doubt, Zockethub Pvt. Ltd. is one of them because they believe

in teamwork. Today, the need of the Indian consumer evolves beyond “roti, kapada aur

makaan”. The game in the new-breed Automation industry is all about “home dressing”. To

capture opportunities continually, the company must have a continual flow of ideas.

Transforming a pipeline full of ideas into a value – generating portfolio of products and

services is hard. Herein, lays the importance of co-ordination.

A home is not just a living space but one’s statement of individuality to the world. Big or

small, it’s all about adding own touch to one’s home to make it unique – a perfect blend of

form and function. With the ever increasing number of house-hold items, a highly dynamic

and always on the move job profiles, it is crucial for people to employ efficient storage

spaces that are affordable to purchase. The Home automation today is the epitome of

functionality and multi-purpose aspects. With the rise in income and the infiltration of

western luxury goods have created a cultural shift towards materialism and consumerism.

Zockethub with its unique strength provides customer solution that offers the perfect
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balance of quality and economy.

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 In today’s crowded market place, where products and services are touting themselves

to be the best, it is vital to stand out in the crowd. From the various channels of

advertising, point of sale displays and how the employees are relating to the customers. It

is important for Zockethub Pvt. Ltd. to establish and reinforce an unmistakable brand and

corporate identity in all channels of fickle minded consumers. Herein, lays the importance

of the Japanese proverb which says – “Thinking without action is a daydream and action

without thinking is a nightmare”.

Smart home improve your home life

“ Indeed, you can easily install a variety of sophisticated home automation systems

to make your life simpler. Whether you choose to incorporate just a few features

like lighting and door sensors or invest in all the options described above, smart

home systems serve three main benefits: security, accessibility and most of all,

simplicity.”

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Demographics

One common misconception about smart home technology is that it is only for younger

and educated consumers with disposable income. Actually, these products appeal to

people of every age, income level and demographic. They can help make any household

run more smoothly.

Homes of The Future

Homes of the future may very well come with smart home features built in, considering the

rate at which these technologies are being developed and integrated into our everyday

lives. Still, some people may want to install and further customize home automation

devices themselves.

Customizable

Customers are increasingly looking for customizable devices, so that their experiences

can be tailored precisely to their preferences. Additionally, they’re looking for a service that

goes beyond just keeping their devices connected. After all, these devices are made to act

as a personal assistant to homeowners. They want a system that’s cohesive and runs as

one unit, that issues commands that are thoughtful and well suited for the homeowner’s
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lifestyle without them having to say it. Whether through one-time programming or by
learning to analyze activity and act on its own, these programs are built with the customer

in mind.

Stress Reducer

Home automation technology seeks to reduce your stress by ensuring your home is

secure even when you are far away. It is also meant to reduce the amount of effort you put

every day into running your household so you can focus more on yourself and the people

inside of it. Imagine if your home could automatically save you money, time and effort.

With many of these already established and actively improving systems, these ambitions

are possible.

Makes Life Easier

Smart home systems will only continue to evolve and become more advanced. These

days, the range of options available for purchase are constantly expanding, so that you

are not limited to one size, color or shape. Many gadgets and systems are designed to

either blend in with surroundings or even stand out as a statement piece. So while smart

home systems may take some time to understand and master, they will, and already are,
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making life easier.

Evolution

Right now, home automation is continuing to evolve. Manufacturers are creating and

innovating products to better suit consumers’ needs. They have taken everyday

belongings – coffeemakers, lamps, fans and window blinds – and turned them into

automated devices, to capture information about your personal usage habits and adapt to

them.

Home Value

These devices do more than just simplify your life. Many are designed to sync up to other

devices and systems so that your home automation system can continue to evolve as

households progress. Thus, these technologies may also increase the real estate value of

your home.

Capabilities

As the technology for smart homes continues to evolve, the range of capabilities is

only going to grow.

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 CHAPTER – 6

RECOMMENDATIONS AND SUGGESTIONS

This chapter lists the various recommendations and suggestions with respect to the

findings and in congruence with the objectives of the study.

Recommendations:

1. It’s overwhelming to find out that the organization works in a systematic manner. A

blend of co-ordination will definitely enhance the performance of the company.

2. Quality clubbed with reasonable pricing and quick delivery made the product of the

company stand apart. The marketing campaign should focus on this aspect and

made according to its line.

3. The strength of the company is its customized products. This very fact must be

highlighted in the marketing campaign.

4. As the products are reasonably priced, the ambit of the target consumers should be

stretched so that middle class consumers also fit into it.

5. The company must stick to a norm while giving discounts on repeat purchase. This
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will certainly help in sales promotion in order to create repeat purchase.

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6. In order to have a rapid market access, the company can include dealers, if not

retailers at the moment.

7. The company should focus the marketing strategies on Home automation Products

which are growing in the current situation and more on the Surveillance arena as

it’s demand is high in the market rapidly.

8. The company can introduce some reward schemes so that a person is benefited

after the fulfillment and over achievement of the target. This is predominantly done

to motivate the sales force and enhance their performance.

9. Other than emphasis on design, developer and product quality, the company’s

unique strength also lies in its capability as a fully – integrated 8-1 Module

manufacturer. This fact should be highlighted during the advertisement campaigns.

10. The need of the hour is aggressive marketing.

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Suggestions:

1. Everyone is aware of the growth in wealth and change in lifestyle of Vizag. So the

marketing campaign should be designed to woo the customers.

2. The company should explore all possible ways in order to aggressively sell its

products. So, the company can register itself in INDIAMART as it is India’s biggest

online B2B plan with largest virtual Automated directory.

3. The construction industry is in boom. In order to tap the potential market, the

Company can advertise in a magazine named ‘Builders Grid’. This will help in

showcasing the products of the magazine. This can add an extra spice to sales.

4. In today’s crowed market place in order to increase the size of the pie, the

Company can adopt innovative promotional strategies. One of them can be

suggested as ‘Dream House’ road shows. It will help in creating and reinforcing the

Company’s identity in the minds of the consumer.

5. In order to be extra ordinary, the Company has to walk the extra mile. A method

named ‘Experimental Marketing’ can be adopted by the Company wherein the

prospective consumers can be invited to visit the showroom and touch and feel the

products.
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 6. Since the competition is intense, so there should be some value addition so as to

make the Company stand apart in the market. One such way is to improvise the

customer service.

7. Consumer is the king in the market. This fact should be deeply rooted in the minds

of the employees. The Company can adopt some ways to listen to the customer’s

feedback which should be noted in writing so that it will help in continual

improvement and make the company to be in the right track always. Moreover, a

sense of involvement will be felt by the customers whish can give the company a

cutting edge

APPENDICES AND ANNEXURES

A copy of the questionnaire, some eye sizzlers showcasing the products of the

company and paper insertion are enclosed herewith.

QUESTIONNAIRE

Home automation definition

Home automation (or Domotic) is automation of the home, Home automation may

include centralized control of lighting, heating, ventilation, appliances, and other systems,

to provide improved convenience, comfort, energy efficiency and security. Home

automation for the elderly and disabled can provide increased quality of life for persons
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who might otherwise require caregivers or institutional care.

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Q1. Are you generally interested in technological products?

Yes
It depends
No

Q2. Do you trust this kind of products?

Yes completely
Yes somehow
Not really
Not at all
Q3. Would you be interested in automating your home?

Yes
Maybe
No
Q4. If you were to install this kind of products at home, how would you prefer to
do?

Choose, receive it at home and install it yourself

Get an expertise before choosing and install it yourself
Get an expertise before choosing and having it installed by a professional
Have an all included solution

Q5. Which strong points are you the most interested in?

Security (alarm, detection)

Energy saving (manage heating, lighting)
Medical assistance
Garden upkeep
Home automation/Domotic (manage your home remotely)

Q6. If you could change anything, what would you change about your current
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security/automation system?
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Security (Surveillance and Safety door lock)

 Home Automation (Manage your home Remotely)
None

Q7. Will Home Automation Technology Be Difficult to Understand?

Yes
Maybe
No

Q8. Will Home Automation Be More Costly to Use?

Yes completely
Yes somehow
Not really
Not at all

Q9. Will Home Automation Be a Major Lifestyle Adjustment?

Yes
Maybe
No

Q10. Will current Home automation systems be compatible with future Technology?

Yes
Maybe
No

Thank you 89
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