A

PROJECT REPORT

ON

“Marketing Stategy”

AT

Infotechmon PVT.LTD COMPANY

MOHALI”

A training report submitted in partial fulfillment of the requirement for the degree
of

BACHELOR OF BUSINESS ADMINISTRATION

(2021-2024)

BABA FARID COLLEGE, Bathinda

Submitted by: Submitted to:

Name of Student: ………
B.B.A – 6th Semester
Uni Roll No.: ……………….
College roll no…………………

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 ADDRESS: 84-B, Phase 5 Industrial
Area Mohali, Punjab 160059

MOBILE: 9878592868

EMAIL: [email protected]

Website: www.Infotechmon.com

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 STUDENT DECLARATION

I………… hereby declare that report entitled “Marketing Strategy” at Infotechmon

“submitted in partial fulfillment of the requirement for the degree of BBA

. It is my original work and that it has not been submitted elsewhere for the award
of any other degree.

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 FACULTY DECLARATION

I hereby declare that the student Ms. /Mr………… of BBA……. Sem has
undergone his /her Training under my periodic guidance on the Project titled
Marketing Strategy. Further I hereby declare that the student was periodically in
touch with me during his Training period and the work done by student is genuine
and original.

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 ACKNOWLEDGEMENT

I would like to express my profound gratitude to all those who have been
instrumental in the preparation of my project report. To start with, I would like to
thank for Infotechmon providing me a chance to undertake this internship study
and allowing me to explore the area of finance which was entirely new to me and
which will surely prove to be very beneficial to me for my future assignments, my
studies and my career ahead.

I would like to express my deepest appreciation to all those who provided me the
possibility to complete this report. A special gratitude I give to our final year
project Manager, Ms. Barkha, whose contribution in stimulating suggestions and
encouragement, helped me to coordinate my project especially in writing this
report.

A special thanks to all the Team of Infotechmon who made my training a

memorable learning experience.

My special words of thanks to my teachers, friends and my family for their

consistent support.

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 TABLE OF CONTENTS

SR PARTICULARS PAGE
NO. NO.

1 Chapter 1

Summary

About Infotechmon

1.1Introduction
1.2Vision
1.3Mission
1.4Features

2 Chapter 2

Research Problem

3 Rational of the study

Scope of the study

4 Chapter 3

Objective of the study

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Chapter 4

Research Methodology

4.1 Introduction

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 4.2 Project

4.3 Research problem

4.4 Objective

4.5 Research design and Sample Design

4.6 Sources of Data

4.7 limitations of study

Chapter-1
Summary
Marketing project management is a methodology used to keep marketing
campaigns on track and stakeholders informed throughout the project lifecycle. It
provides clarity among teams, keeps your projects within scope, and helps team
members meet customer needs. In this piece, we’ll discuss the challenges of
marketing campaigns and explain how marketing project management can help
you succeed.
Marketing initiatives can be crucial to your business plan because they give you
the chance to tell your brand story and send leads down the sales funnel. Without
effective marketing, you may struggle to bring in revenue and secure loyal
customers. A focused marketing plan ensures that your message resonates with
your audience so you can walk away from every campaign feeling proud of the
work your team put in.

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In this piece, we’ll explain what marketing project management is and how you
can use it to promote team collaboration, produce high-quality deliverables, and
implement a structured workflow.

Company Profile

Infotechmon private limited deals in web designing, web development, digital

marketing, SEO services, Industrial Training and placements in Mohali.
Infotechmon offers various 6 months and 6 weeks industrial and software training
in Mohali for engineers in mechanical, civil, CSE, ECE/EEE, BCA, MCA, BBA,
MBA and other departments.

Our Vision

Why Choose Us !

We always listen to our students and customers and develop courses that meet the
current demand of Industry through a wide range of innovative teaching methods.
We believe in offering fixable learning opportunity that can easily fit in our
learner’s ‘schedule and commitment.

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Our Mission

“Don’t sit down and wait for the opportunities to come. Get up and make them.”

Academic Excellence built through inspiring teaching pedagogy has always been
hallmark of ITM . The overall focus is on inculcating critical and optimal blend of
theory, practical and Live projects that leads to experimental learning and makes
the students industry ready.

Our Illustrious Academia lighting the forward for the students ITM’s highly
professional faculty gives undivided attention to every student ensuring quality
education. The seasoned faculty at ITM is comprises of members who are alumni
of imperial institutes like IIT and other top institutes of the country.

Introduction about topic

Definition of Marketing Strategy

An organization's strategy that combines all of its marketing goals into one
comprehensive plan. A good marketing strategy should be drawn from market
research and focus on the right product mix in order to achieve the maximum profit
potential and sustain the business. The marketing strategy is the foundation of a
marketing plan.

Three Phases Of Strategic Marketing Process

1. Planning Phase

The planning phase is the most important as it analyzes internal strengths and
weaknesses, external competition, changes in technology, industry culture shifts

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and provides an overall picture of the state of the organization. This phase has four
key components that will provide a clear diagram of where your company is and
what it is doing.

SWOT Analysis – Defines the strengths, weaknesses, opportunities and threats of

your business and reveal your company’s position in respect to the market. To
maximizes strengths and minimize weaknesses an organization must perform the
following:

● Analyze competitors

● Research company’s current and prospective customers

● Assess company

● Identifying trends in the company’s industry

Once this analysis is complete the results should be used as a basis for developing

the company’s marketing plan, which should be measurable and attainable.

Marketing program –

Once the needs of the customers have been determined, and the decisions have
been made about which products will satisfy those needs, a marketing program or
mix must be developed. This marketing program is the how aspect of the planning
phase, which focuses on the 4Ps and the budget needed for each element of the
mix.

Set marketing and product goals

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Once the customer needs are understood, goals can be set to meet them, thus
increasing the chances of success with new products.

Find points of difference: like your company’s unique selling point, each product
should also have a certain set of traits or characteristics that makes it superior to
the competitive substitute. For example, your product could be longer lasting, more
accessible, more reliable or very user-friendly so the buyers will choose it over the
competition each time.

Position the product:

Market so that in people’s minds your product is the “go to” for their problem.
Through emotional and mental marketing customers will associate your brand with
their solution and eliminate choice. For example, many mothers use “Pampers,”
when referring to diapers, as this brand has been positioned as the go to in baby
diapering needs. Select target markets: based on the research and their
commonalities, that way needs and goals are both met.

Market-Product focus and Goal Setting – Once the questions of where the
company stands and what it wants to achieve are answered, the next step in the
planning process is determining where the resources will be allocated, and how to
turn plans into focused action. To do this, customers should be divided into
segments to determine what specific marketing technique will reach each targeted
group and what each group needs. Next measurable goals should be set to get the
needed products to the various groups, thus fulfilling the marketing objectives. For
example, if customers are divided into groups of common needs it’s easier to
market them and provide what they have proven to need at the time. And as well, if
customers are grouped by their common response to marketing, then the

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cooperation will know the right decisions to make to reach that specific market
segment.

Price strategy: focuses on the list price, price allowances (reductions), discounts,
payment periods, and credit contracts.

Place (Distribution) Strategy: the final ‘P’ in the marketing mix should focus on
distribution channels, outlets and transportation to get the product to the customer
when they need it.

Promotion Strategy: this element of the program should focus on direct

marketing, advertising, public relations and sales promotions that create brand
awareness.

Product Strategy: this element focuses on the features, packaging, branding and
warranty of the product.

2. Implementation Phase

The implementation phase is the action portion of the process. If the firm cannot
carry out the plan that was determined in the early stages, then the hours spent
planning were wasted. However, if the planning was adequately and competently
structured, then the program can be put into effect through a sales forecast and a
budget, using the following four components.

1. Obtaining Resources – sums of cash to develop and market new products.

2. Designing marketing organization – there should be put in place a
marketing hierarchy to properly see the plans to fruition.
3. Developing planning schedules – time needs to be allocated to specific
tasks so they can be accomplished.

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 4. Executing the marketing plan – effectively executing the marketing plan
will take attention to detail, and focus on the strategy and tactics defined in
your marketing plan.
3. Evaluation or Control Phase

The evaluation phase is the checking phase. This process involves ensuring that the
results of the program are in line with the goals set. The marketing team, especially
the manager will need to observe any deviations in the plan and quickly correct
negative deviations to get back on course; for example fluctuations of the dollar
creates a lesser need for the product than in the past, then the production of said
product should be repurposed for a new more desired item. And they should
exploit the positive divergences as well, for example if sales are better than
predicted for certain products then there could be more resources allocated to
greater production or distribution of the same item.

A few ways to evaluate the effectiveness of your marketing strategy include paying
attention to:

● Strategy versus tactic – strategy defines goals and tactic defines actions to

achieve goals.

● Measurable versus vague – have milestones that define when you’ve

achieved your goals.

● Actionable versus Contingent – According to Inc.com: “A strategic goal

should be achievable through the tactics that support it, rather than
dependent upon uncontrollable outside forces.”
Marketing strategy should be backed by a business plan with tactical moves to
accomplish goals, or it is useless.

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Guidelines For Effective Strategic Marketing Process

A well thought out plan for offering value and solutions to your target market
allows the company to discover the needs of the targeted customers and fulfill
those needs in a cost effective and timely fashion. This in turn allows for the
marketing team to be able to measure a company’s value based on your ideal
customer’s response to your product and strategy. Some guidelines to ensure this
strategy is effective are:

1. Set measurable, achievable goals by ensuring they are clear, structured and
measurable it will be easier to accomplish your purpose.
2. Base plans on facts and validated assumptions through market research.
3. Use simple, clear and precise plans to detail what benefits you will offer
your clients and how. Customers are driven by needs and desires so a clear
plan will target those to gain customer loyalty.
4. Have a feasible plan by using research to decide the best way to connect
with and engage your ideal customers and then implement a plan your
company can afford and carry to fulfillment to do so.
5. Ensure control and flexibility by customizing your business plans and goals
to match the needs of the customers, as they determine the success or failure
of your company.

Problems to expect in the strategic marketing process

While creating the perfect marketing plan for your company, there are certain
issues that could arise to deter the process. Here are a few possible issues to be
prepared to face:

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Organizational Issues such as Poor Assumptions: – assuming customer needs
without validation, lack of skilled workforce to implement the plans once they are
arrived at, loss of sight of customer needs during the planning phase and changing
demographic of consumers.

Issues in the Marketing Department such as: inflexibility, performance assessment

problems, coordination problems, poor information management and human
relations issues.

General problems such as: trouble obtaining marketing feedback, issues related to
cost of marketing and problems integrating collected information into plans.

P.E.S.T. Trends to consider when implementing marketing strategies

According to Business news daily, while industry related factors could affect a
company’s performance, outside factors can also play a major role in the outcome
of a business’s plans. To determine the role of the external factors, it is
recommended that companies perform a PEST analysis. Below is a break-down of
what the four factors analyze.

Political – this analyzes how legal issues and government regulations affect profit
and consumer behavior. The major considerations of the political aspect are tax
guidelines, political stability, trade regulations and embargos, employment laws
and safety regulations. An example of this analysis and how it works is looking at
the effects of political instability in a foreign market and how it affects your
company’s plans.

Economic – this factor looks at the outside economic issues that affect a firm’s
success. Companies should pay attention to economic growth, inflation rates,

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exchange, interest rates and local business cycles. Changes in interest rate could
improve or decrease the company’s bottom line.

Social – demographic and cultural aspects affect whether a company can compete
in the market or not. The social factor helps businesses to examine why customers
purchase and what exactly their needs are. Issues to consider include lifestyle
changes, health consciousness, environmental responsibility awareness, and
attitudes toward work, education levels, population growth rates and country
demographics. A certain shift in educational requirements may result in career
changes that could reflect in changing needs of the customers.

Technical – this aspect considers how technology impacts product placement and
marketing. Technology can bring advantages and challenges that will increase or
decrease production level. Specific areas to consider are new technological
advancements, the use of technology in marketing, the role of the Internet and the
impact of the information technology changes. The introduction of the Internet has
created an expectation of instant gratification in today’s consumer; so social media
marketing has to be considered an option.

Strategic Marketing Process Simplified

According to Center for Simplified Strategic Planning, “Any strategic planning

process involves digesting information and some fairly difficult analysis. Good
strategic planning should be simplified, not simplistic.” And it should also answer
the questions: what are we selling, to whom and how do we beat the competition?
The first two questions will determine the focus of your overall business while the
third will help you specify your strategies to market. The following five steps are
essential to accomplishing a simple, effective strategic plan.

1. Identify objectives and determine mission

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 2. Do business environmental scan-including trends and competition
3. Devise strategy including SWOT, budget, marketing, price and distribution
4. Implement strategy-put your plan into action
5. Evaluate and modify- measure how close or far you are from objectives,
track what works and change what doesn’t.

Developing the marketing strategies

Before we begin, ask yourself these 3 questions:

1. Where are we now?

First, assess your brand’s current situation. What is its relevance and competitive
strength? Have sales stagnated? Are profit margins declining? What lessons have
been learned over the past year? Are there changes going on in the category? What
does the competitive landscape look like?

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2. Where do we want to go?

Identify the road ahead. Are there twists and turns that are difficult to anticipate? It
may be time to course-correct and review the brand’s marketing objectives and
strategies for both

the short and long-term.

3. How are we going to get there?

Now it’s time to develop a detailed strategic plan that includes the brand’s
positioning and how each element of the Marketing Mix will work together to
support that positioning

These are the steps you should follow to create and execute a winning marketing
strategy.

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 1. Understand Your Customer Develop a clear picture of your target customer
using market research and analysis. Understand their pain points and the
benefits of your solution.
2. Analyze the Market Some basic market research should allow you to find
market data such as total available market, market growth (historical
numbers and projections), market trends, etc.
3. Analyze the Competition Ask yourself what other choices your target
customers have to solve their pain point. Research and assess the strengths
and weaknesses of each. Take a look at this article for more info on
competitive marketing strategy.
4. Research Distribution Channels What is the best way to deliver your product
or service to your target customers? This will impact your sales strategy and
your financials, as well as your marketing mix.
5. Define Your Marketing Mix Check out this article about defining your
marketing mix: Product, Price, Place and Promotion.
6. Analyze the Financials Put together your marketing budget and evaluate
projected marketing ROI, customer acquisition costs, etc.
7. Review and Revise Continuously evaluate the effectiveness of your
marketing strategy, and revise or extend as needed.
Four Generic Worldwide Strategies

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Competitive Advantage

A competitive advantage is one gained over competitors by offering consumers

better value. You increase value by lowering prices or increasing benefits and
services to justify the higher price. Differentiation and cost leadership strategies
search for competitive advantage on a broad scale, while focus strategies work in a
narrow market. Sometimes, businesses look for a combination strategy to please
customers looking for multiple factors such as quality, style, convenience and
price.

Cost Leadership Strategy

To practice cost leadership, organizations compete for the largest number of

customers through price. Cost leadership works well when the goods or services
are standardized. That way, the company can sell generic acceptable goods at the
lowest prices. They can minimize costs to the company in order to minimize costs
to the customer without decreasing profits. A company either sells its goods at
average industry prices to earn higher profits than its competitors or it sells at
below-industry prices, trying to profit by gaining the market share. Wal-Mart is an
example of a company with a cost leadership strategy.
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Differentiation Strategy

Differentiation strategy calls for a company to provide a product or service with

distinctive qualities valued by customers. You draw customers because you set
yourself apart from the competition. To succeed at this strategy, your business
should have access to leading scientific research (or perform this research); a
highly skilled and creative product development team; a strong sales and marketing
team; and a corporate reputation for quality and innovation. Apple, for example,
uses differentiation strategy.

Focus Strategy

Focus strategy is just what it sounds like: concentrate on a particular customer,

product line, geographical area, market niche, etc. The idea is to serve a limited
group of customers better than your competitors who serve a broader range of
customers. A focus strategy works well for small but aggressive businesses.
Specifically, companies that do not have the ability or resources to engage in a
nationwide marketing effort will benefit from a focus strategy. Focus can be based
on cost or differentiation strategy. It involves focusing the cost leadership or
differentiation on a small scale. The idea is to make your company stand out within
a specific market sector.

Integrated Cost Leadership-Differentiation Strategy

Companies that integrate strategies rather than relying on a single generic strategy
are able to adapt quickly and learn new technologies. The products produced under
the integrated cost leadership-differentiation strategy are less distinctive than
differentiators and costs are not as low as the cost-leader, but they combine the
advantages of both approaches. A somewhat distinctive product that is mid-range-

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priced can be a bigger draw to customers than a cheap generic product or an
expensive special one.

Chapter-2

● Research problem

The research problem of marketing strategy can encompass a wide range of topics
depending on the specific context or industry.

Here are a few potential research problems within marketing strategy:

1. Effectiveness of Digital Marketing Channels: Assessing the ROI and

effectiveness of various digital marketing channels (social media, email, search
engine marketing, etc.) for different types of businesses or industries.

2. Consumer Behavior and Decision Making: Investigating how consumers

make purchasing decisions in different markets and how marketing strategies can
influence these decisions.

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3. Brand Management and Perception: Understanding how brand image,
positioning, and communication strategies impact consumer perception and loyalty
over time.

4. Market Segmentation and Targeting: Analyzing different segmentation

strategies and evaluating their effectiveness in reaching and engaging target
markets.

5. Competitive Analysis and Positioning: Examining how companies can

strategically position themselves relative to competitors in terms of pricing,
product differentiation, and marketing communication.

6. Marketing Innovation and Adoption: Studying the adoption and impact of

innovative marketing strategies or technologies on consumer engagement and
brand equity.

7. Global Marketing Strategies: Exploring challenges and opportunities for

companies expanding into international markets, including cultural adaptation,
market entry strategies, and global branding.

Each of these research problems can be further refined based on the specific
objectives, scope, and methodology of the study. Conducting thorough literature
reviews, collecting and analyzing data, and applying relevant marketing
theories/models are crucial steps in addressing these research problems effectively.

● Rational of the study:

Successful companies add value for customers by selling them products and
services they need at a price they can afford. These companies use marketing
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strategies to match the products and services they produce to the needs of the
market. The rationale for using different marketing strategies is to obtain a better
understanding of market needs and to more completely satisfy them. Companies
that develop effective marketing strategies achieve high sales volumes at the
desired profit margins.

Scope the study:

When compared to other functions of the business, marketing’s scope seems to be

a bit more vast. It flows within almost all of the business activities and present at
all stages of the customer buying cycle.

Even a separate type of marketing, known as digital marketing, has evolved to

expand the scope of marketing over the internet.

● Market Research: Researching consumer demands and consumer

behaviour.
● Product Planning and Development: Planning and developing the offering
according to what’s needed in the market.
● Product Pricing: Pricing the offering according to the product value and the
buyer’s paying capacity to maximise profits.
● Distribution: Distributing the offering, so it is available wherever and
whenever the customer demands it.
● Promotion: Communicating the right message that results in demand
creation.
● Sales: Offering incentives that increase sales.

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 ● After-Sales: Providing after-sales support to the customer to maintain a
good brand image in the market.

Chapter 3

Objectives of the Project

Marketing objectives are measurable goals that are set up by an organization to

promote its products and services to prospects with an aim to maximize profits
and achieve customer satisfaction.

● To study the marketing strategies of Infotechmon Pvt. Ltd.

● To compare the marketing strategies of Infotechmon Pvt. Ltd. with

that of its competitors.

● Explain the importance of strategic orientation for marketing.

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 ● Discuss in detail the steps in the marketing plan and the marketing

mix.

● Show the connection between the marketing planning process

Chapter-4

Research Methodology

Research Methodology is a way to systematically solve the research problem. It

deals with the objective of a research study, the method of defining the research
problem, the type of hypothesis formulated, the type of data collected, method used
for data collection and analyzing the data etc. the methodology includes collection
of primary and secondary data

RESEARCH DESIGN:

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A research design is an arrangement of conditions for collection and analysis of
data in a manner that aims to combine relevance to the research. A research design
is a basis of framework which provides guidelines for the rest of research process.
It is the map of blueprint according to which the research will be conducted. The
research design used for this study is “DESCRIPTIVE DESIGN”. This design
includes surveys and facts finding enquiries of different kinds.

Sources of Data:

● Primary data: Primary Data is collected through questionnaire.

● Secondary data : Secondary data is collected through books, magazines and

internet.

Sampling Design:

❖ Sampling Area:

The area is limited to Infotechmon Pvt. Ltd.

❖ Sample size:

The sample size of my project is limited to 50 only.

❖ Sample Techniques:

Data is collected through random sampling.

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Instrumentation Technique:

❖ Tools and Techniques of data collection

The questionnaire serves as a useful guide for the communication process and may
be used with survey research in any form whether the questions are in written or
verbal form. Without a questionnaire the interview has no structure.

❖ Research tool:

Sample statistical tool is this analyzed and expresses in terms of percentage.

The information gathered from the primary source would be analyzed by tabulating
all information received. Conclusion and interpretation of this study would then be
made using various tools like graphs, charts and tables.

Limitations

Limitation of research:

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 1. The research is confined to a company and does not necessarily shows a

pattern applicable to all of Country.

2. Some respondents were reluctant to divulge personal information which can

affect the validity of all responses.

3. In a rapidly changing industry, analysis on one day or in one segment can

change very quickly. The environmental changes are vital to be considered

in order to assimilate the findings.

Chapter-5

Data Analysis & Interpretation

Analysis of Questionnaire

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Questions

All Questions are of objectives type. There are 10 questions in my questionnaire.

Analysis through Questionnaire

Q.1 since how long you work in company?

a) 1-6 month
b) 6month -1 year
c) 1-2 year

Selected option No. of respondents Percentage

1-6 month 22 44%

6month -1 year 15 30%

1-2 year 8 16%

2-5 year 5 10%

Total 50 100%

a) 2-5 year

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Interpretation:

According to these data it can be clearly defined mostly employees are joined in
this year but satisfied to the market strategies of the industry.

Q.2 Does the Company develop strategies and programmers for marketing
its/products?

a) Yes
b) No

Selected option No. of respondents Percentage

Yes 50 100%

No 0 0%

Total 50 100%

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Interpretation:

According to these data it can be clearly said that each Company executives agree

that company has formulated strategies and programmes for marketing its

products.

Q.3 Are you aware about the marketing strategies of Infotechmon PVT. LTD.?

a) Yes

b) No.

Particulars No. of respondents Percentage

Yes 47 97%

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 No 3 3%

Total 50 100%

Interpretation:

This result shows that almost 97% executives focuses on only concentrated

marketing strategy as they want to proceed with their existing area and not going

for differentiated marketing strategies.

Q.4 How does the company estimate its market potential?

a) By periodic sales forecasts

b) By relying on past sales
c) By maintaining market databases

Particulars No. of respondents Percentage

By Periodic sales forecast 12 24%

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 By relaying on past sales 14 28%

By market database 24 48%

Total 50 100%

Interpretation:

This result shows specific information about market research as market database is

mostly used tool for estimating its market potential and periodic sales forecast and

relying on past sales data are used equally

Q.5 In which following areas you feel your company enjoys competitive strength?

a) Labor
b) Quality infrastructure
c) Raw material accessibility
d) Technology

Particulars No. of respondents Percentage

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 Labor 11 22%

Quality infrastructure 5 10%

Raw material accessibility 16 32%

Technology 18 36%

Total 50 100%

Interpretation:

Now this result shows that most executives feels that company enjoys competitive

strength in the area of technology and raw material accessibility but infrastructure

quality need to be improved in order to gain competitive strength in this area.

Q.6 Is the company use any type of media to the promotion of services ?

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 a) Yes

b) No

Selected option No. of respondents Percentage

Yes 50 100%

No 0 0%

Total 50 100%

Interpretation:

According to these data it can be clearly said that each Company executives agree

that company has formulated strategies and programmes for marketing its

promotion of services.

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Q.7What kind of advertising used by INFOTECHNMON PVT. LTD. for

promotion of their services?

a) Mass media

b) Print media

c) Outdoor media

d) Online media

Particulars No.ofrespondents Percentage

Mass media 28 56%

Print media 5 10%

Outdoor media 12 24%

Online media 5 10%

Total 50 100%

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Interpretation:

This result shows that company do not want to expand globally as it is lacking in

accessing foreign markets and ability to compete with MNCs.

Q.8 Does the market strategies of your industry support the company’s promotion

cost and provide adequete rate of return?

a) Yes

b) No

c)

Particulars No.of respondents Percentage

Yes 40 90%

No 10 10%

Total 50 100%

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Interpretation:

According to these data industry 90% support the company’s promotion cost .

Q.9 Which of the following marketing strategies you like the most?

a) Online marketing

b) Off line marking

Particulars No.ofrespondents Percentage

Online marketing 39 78%

Off line marking 11 22%

Total 50 100%

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Interpretation:

According to these data it can be clearly said that each Company marketing
strategies are mostly believed in online marketing

Q.10 The market strategies of Infotechmon PVT. LTD. is focused on

a) Defending existing market share

b) Expanding market share

c) Creating niches

d) All of the above

Particulars No.ofrespondents Percentage

40
 Defending existing market 28 56%
shares

Expanding market shares 5 10%

Creating niches 12 24%

All of the above 5 10%

Total 50 100%

Interpretation:

This result was obtained as it was already found that company does not want to be
global or want to implement differentiated strategy as it want to defending its
existing shares and creating niches for its products without expanding towards new
areas.

Q.11 Are you satisfied with the market strategies of the industry?

a) Yes

b) No

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Particulars No.ofrespondents Percentage

Yes 42 92%

No 8 8%

Total 50 100%

Interpretation:

This result shows that company want to expand globally because 92% person are
satisfied to the market strategies of the industry

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 Chapter-7

Findings

of the Study

Findings of the Study

I started my survey with some sincere efforts was quite successful to obtain
information from respondent regarding different aspect of product. The
conclusions of this report are as follows:.

● The findings of this survey shows that company do have a well planned

marketing strategies or policies and the bases of the formulating of this

policy is market database.

● Technology & raw material accessibility are the strong areas for the

company but company is lacking in the infrastructure quality.

● Concentrated marketing strategy is a most prominent method or tool for

formulating the company’s strategy as around 80% executives gave their

consent over it.

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● Company find itself weak in expanding itself to the global market as it only

want to concentrate in its existing areas.

● Practices followed by executives for formulating the strategies are via

assessing both external as well as internal environment.

● Company is also focusing on product diversification to make its products

more customer oriented.

Chapter-8
Suggestions Of the study

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Suggestion of the Study

● Company should also think to opt differentiated strategy to grab the market

opportunities and also expanding its existing market share.

● Company should also overcome its weakness of tapping the global

opportunities and make itself more compatible to take step into the global
market.

● Company is opting for product differentiation but the same should be

happen after getting the feedback from the existing customers so that their
requirements can be fulfilled by the diverse products.

● For formulating strategy only market database should not be the basis but

the whole market research and trends need to be studied to obtain the desired
results of strategies.

● It was observed that company is not having the quality infrastructure so

company should work on it process layouts so that infrastructure can be used

in efficient manner.

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Chapter-9
Conclusion

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Conclusion of the Study

After this report it can be concluded that one aspect of a marketing plan affects all
of the others, coordinating all activities is critical to eliminating interference and
maximizing the profits. A marketing strategy looks at all of the areas of the selling
activities and helps each one support the next, making sure all of the departments
are aware of what each is doing. A marketing strategy helps you create products
and services with the best chances for making a profit. This is because marketing
strategy starts with marketplace research, taking into consideration the company’s
optimal target customer, what competition is doing and what trends might be on
the horizon. Using this information, company can determine the benefit customers
and clients want, what they’re willing to pay and how company can differentiate its
product or service from the competition.

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Questionnaire:

Marketing Strategy

Dear Sir/Madam

I am a student of Chandigarh University. I am undertaking a survey as a part

of my Management Training course.

Questionnaire

Name:

Age:

Educational qualification:

Q.1 Since how long you work in company?

a) 1-6 month
b) 6month -1 year
c) 1-2 year
d) 2-5 year

Q.2 Does the Company develop strategies and programmes for marketing

its/products?

a) Yes

b) No

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Q.3 Are you aware about the marketing strategies of Infotechmon PVT. LTD .?

c) Yes

d) no

Q.4 How does the company estimate its market potential?

a) By periodic sales forecasts

b) By relying on past sales

c) By maintaining market databases

d) All of the above

Q.5 In which following areas you feel your company enjoys competitive strength?

a) Labour

b) Quality infrastructure

c) Raw material accessibility

d) Technology

Q.6 Is the company use any type of media to the promotion of services ?

c) Yes

d) No
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Q.7What kind of advertising used by Infotechmon PVT. LTD. for promotion of

their services?

a) Mass media

b) Print media

c) Outdoor media

d) Online media

Q.8 Does the market strategies of your industry support the company’s promotion

cost and provide adequate rate of return?

d) Yes

e) No

Q.9 Which of the following marketing strategies you like the most?

a) Online marketing

b) Off line marking

Q.10 The market strategies of Infotechmon PVT. LTD. is focused on

e) Defending existing market share

f) Expanding market share

g) Creating niches

h) All of the above

50
Q.11 Are you satisfied with the market strategies of the industry?

c) Yes

d) No

Thank you for investing your valuable time in giving us your inputs.

_______________________________________________________

51
 BIBLIOGRAPHY

Books:

● “Philip Kotler”Marketing Management [PRENTICE HALL OF INDIA

PVT,LTD NEW DELHI-110001,2003.] 11th EDITION

● Research Methodology “C.R.Kothari”[NEW AGE

INTERNATIONAL(P)LIMITED,HYDERABAD] 2ND EDITION.

Websites:

● www.Infotechmon.com

● www.google.com

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