Summer Internship Project Repo r t

on
Bra nd Aw areness a nd Ma rketing fo r Emerg ing Online
M arket Pla ce
at
BMa tPro Pv t Ltd.
Fro m
3 /5/2016 4 /7/20 16

Sub mitted By

M r. Pa nka j Ojha
M MS -Marketing , Ro ll No .7 4 , 2015 -1 7

Sub mitted to

Alkesh Dinesh Mo dy Institute o f

Fina ncia l & Ma nag ement Studies

pg. 1
 Acknow ledg ement

Tha nks g iving:

I e x p r e s s m y s i n c e r e t h a n k s t o t h e M r . A a d i t ya N e m a ( M a r k e t i n g
Manager) of BMatPro for giving me complete information required by
me for completing this project.
I shall remain thankful to my Project Guide . who
provided his valuable guidance and encouragement throughout the
entire tenure of my project. I must acknowledge that he has provided
me with great insights with his knowledge. His support and
i n v o l v e m e n t h a v e h e l p e d m e i n i d e n t i f yi n g m y w e a k n e s s , i m p r o v i n g
them and overcoming them by effectively leveraging on my strengths.
M y special thanks are also reserved to the Institute Director,
Placement cell, Respected faculty etc. constant assistance and support
given to me for getting this

Signature of Student: Name of Student: Mr. Pankaj Ojha

pg. 2
 Decla ra tio n

This is to declare that the Project submitted by me to Alkesh Dinesh Mody

Institute for Financial and Management Studies, University of Mumbai
under the Title Brand Awareness and Marketing for Emerging Online
M a r k e t P l a c e h a s b e e n d o n e b y m e u n d e r t h e g u i d a n c e o f M r . A a d i t ya
Nema

Name of Student: Mr. Pankaj Ojha Roll No: 74

Student Signature:.

pg. 3
 Certifica te

This is to certify that the project entitled

Customer Acquisition & Brand Awareness
is successfully done
by
Mr. Pankaj Ojha
Under the Guidance of
Mr. Mahesh Ahvad
d u r i n g t h e f i r s t ye a r o f h i s c o u r s e i n p a r t i a l f u l f i l l m e n t o f t h e M a s t e r s i n
Management Studies under the Alkesh Dinesh Mod y Institute for
Financial and Management Studies, University of Mumbai - 400 098.

This project fulfills all the stated criteria and the students findings are
his original work
I hereby certify that his work is good to the best of my knowledge.

Course Coordinator Di r e c t o r
D r . A r u n a De s h p a n d e Dr . S mi t a S h u k l a

E x t e r n a l Ex a mi n e r I n t e r n a l Ex a mi n e r

pg. 4
Co ntents

Sl no Topics Page no

1 Executive Summary 6

Introduction, Objectives, Methodologies

2 7
used

3 Sector overview 8

Company profile, Infrastructure &

4 9
Workforce, Why Eltech Engineers

5 Product Offerings 10 16

6 Industry Activities, Primary Findings 15 31

7 Illustration & Annexure 32-44

8 Conclusion 45

9 Future Recommendation 46

10 Sources of Information 47

pg. 5
 1. Executive Summary
In this report we first gave a detailed information about the various product
o f f e r i n g o f E l t e c h E n g i n e e r s . W e g a v e o u r a n a l ys i s o f t h e m a r k e t a n d t h e
customers using various marketing tools. We also gave the list of customers
whom we target to create a product awareness among them. We also gave
o u r r e c o m m e n d a t i o n b a s e d o n t h e a n a l ys i s w e h a v e d o n e u s i n g v a r i o u s
marketing tools. This report can help to understand what the various steps
the organization need to take to better prospect their product and to tap the
customer in more effective manner.
I n t h i s r e p o r t t h e v a r i o u s m a r k e t i n g t o o l s w e u s e d t o d o t h e a n a l ys i s o f t h e
product in which we involved are
S W O T a n a l ys i s
Marketing Mix
PORTERS five force model
ANSOFF matrix
T h r o u g h t h e s e t o o l s w e a n a l ys e d w h e t h e r t h e p r i c e o f t h e p r o d u c t , t h e
marketing techniques used to let the user know about the product and the
entire marketing operation and distribution channels of the product is
correct or not
W e a l s o a n a l ys e d t h e l e v e l o f c o m p e t i t i o n t h e p r o d u c t h a s a n d w i l l f a c e i n
the market.
We presented all the data related to our summer internship in this report
The data consist of list of all the customers we met and communicated. By
t h e a n a l ys i s o f t h e d a t a w e c a n i n f e r e n c e t h a t h o w m u c h s u c c e s s f u l t h e
product is going to be in the near future.
A f t e r d o i n g a l l t h e a n a l ys i s w e a l s o p r e s e n t e d o u r f i n d i n g s a n d s u g g e s t i o n s
in brief in this report.
Through this report the organization can understand the expectation of the
market the things needed to be improved and various changes controlling
and refining needed to be done in the marketing of the product.

pg. 6
 2 . 1 Introductio n

Our report focusses on costumer acquisition for our products and

creating brand awareness among our customers who are basically
restaurant and hotel chain.

Our main focus in the internship was on brand awareness position our
brand in the mind of the customers and create a base of prospective future
customers.

Our sub role was customer acquisition while pitching our product so
that we can measure the effectiveness and value of the product we are
offering to the customer.

I n t h i s r e p o r t w e g a v e a d e t a i l e d e x p l a n a t i o n a b o u t c o m p a n y, p r o d u c t s ,
the list of customers we tapped, various marketing tools we used to
a n a l ys e t h e m a r k e t a n d c u s t o m e r .

We gave all the details about the various products offered by Eltech
Engineers and gave a detailed insight about Ozone air purifier reg arding,
their future prospects and customer response.

The attached data sheet in this report will help to understand what
the customer behaviour is like and their response about this product.

In this report we also presented our findings, recommendation and

our take regarding marketability and prospect of this product.

pg. 7
 2 . 2 Objective s
Our primary objective was to know the market, the consumer expectation
and their response when we pitched our product called ozone air purifier.
Our secondary objective includes
a) Position our products in the mind of our costumer.
b) Creating awareness about our product.
c) Gathering data of customer of responses.
d ) A n a l ys i n g t h e d a t a .
e) And giving our feedback.

2 . 3 M ethodolo gy Used
We lead trust our clients who are hotels and restaurant chains, while
pitching our products we gather responses that shows their level of interest
a n d t h r o u g h f o l l o w u p w e a n a l ys e s t h e i r p r o d u c t r e c a l l . A f t e r a n a l ys i n g t h e
data using various marketing tools we gave our feedback on the product on
which we worked.
I n t h i s r e p o r t t h e v a r i o u s m a r k e t i n g t o o l s w e u s e d t o d o t h e a n a l ys i s o f t h e
product in which we involved are
S W O T a n a l ys i s
Marketing Mix
PORTERS five force model
ANSOFF matrix
T h r o u g h t h e s e t o o l s w e a n a l ys e d w h e t h e r t h e p r i c e o f t h e p r o d u c t , t h e
marketing techniques used to let the user know about the product and the
entire marketing operation and distribution channels of the product is
correct or not

pg. 8
OVERVIEW
Secto r Ov erview
Manufacturing engineering is a discipline of engineering dealing with
various manufacturing sciences and practices including the research,
d e s i g n a n d d e v e l o p m e n t o f s ys t e m s , p r o c e s s e s , m a c h i n e s , t o o l s , a n d
equipment. The manufacturing engineer's primary focus is to turn raw
materials into a new or updated product in the most economic, efficient,
and effective way possible.
T h i s f i e l d a l s o d e a l s w i t h t h e i n t e g r a t i o n o f d i f f e r e n t f a c i l i t i e s a n d s ys t e m s
f o r p r o d u c i n g q u a l i t y p r o d u c t s ( w i t h o p t i m a l e x p e n d i t u r e ) b y a p p l yi n g t h e
p r i n c i p l e s o f p h ys i c s a n d t h e r e s u l t s o f m a n u f a c t u r i n g s ys t e m s s t u d i e s , s u c h
as the following:

Craft or Guild Computer integrated Agile manufacturing

P u t t i n g - o u t s ys t e m manufacturing Rapid manufacturing
English s ys t e m of Computer-aided Prefabrication
manufacturing technologies in Ownership
A m e r i c a n s ys t e m o f manufacturing Fabrication
manufacturing Just in Publication
Soviet collectivism in time manufacturing
manufacturing Lean manufacturing
Mass production Flexible manufacturing
Mass customization

M a n u f a c t u r i n g e n g i n e e r s d e v e l o p a n d c r e a t e p h ys i c a l a r t i f a c t s , p r o d u c t i o n
p r o c e s s e s , a n d t e c h n o l o g y. I t i s a v e r y b r o a d a r e a w h i c h i n c l u d e s t h e d e s i g n
and development of products. Manufacturing engineering is considered to
b e a s u b - d i s c i p l i n e o f i n d u s t r i a l e n g i n e e r i n g / s ys t e m s e n g i n e e r i n g a n d h a s
very strong overlaps with mechanical engineering. Manufacturing
engineers' success or failure directly impacts the advancement of
technology and the sprea d of innovation. This field of manufacturing
e n g i n e e r i n g e m e r g e d f r o m t o o l a n d d i e d i s c i p l i n e i n t h e e a r l y 2 0 t h c e n t u r y.
It expanded greatly from the 1960s when industrialized countries
introduced factories with:
1 . N u m e r i c a l c o n t r o l m a c h i n e t o o l s a n d a u t o m a t e d s ys t e m s o f p r o d u c t i o n .

pg. 9
2. Advanced statistical methods of quality control: These factories were
pioneered by the American electrical engineer William Edwards Deming,
w h o w a s i n i t i a l l y i g n o r e d b y h i s h o m e c o u n t r y. T h e s a m e m e t h o d s o f q u a l i t y
control later turned Japanese factories into world leaders in cost -
e f f e c t i v e n e s s a n d p r o d u c t i o n q u a l i t y.
C o mp a n y Pr o f i l e
Established in 1992, Eltech Engineers is one of the leading manufacturers
a n d s u p p l i e r s o f a w i d e r a n g e o f c o r o n a t r e a t i n g s ys t e m s , s t a t i c c h a r g e
eliminators, static chargers and static charge meters. The clients of Eltech
E n g i n e e r s a l w a ys l o o k u p - t o f o r t h e i r d i f f e r e n t r e q u i r e m e n t s b e c a u s e o f
their high quality standards, superior performance, zero defect products,
timely deliveries and very reasonable prices.

Eltech Engineers are capable of providing solutions for any kind of treating
problem for plastic films, different varieties of complex laminates and
metalized films. They produce corona treaters in the range of 1 kw to 10
k w f o r w e b w i d t h s o f 3 0 0 0 m m , t h e y c a n p r o v i d e s o l u t i o n s f o r a l l t yp e s o f
static problems.

Eltech Engineers have also vent ured into manufacturing of superior quality
induction cap sealing machines for sealing of varied plastic containers,
glass bottles and ozone generators for various applications such as waste
water treatment, drinking water and cooling towers.

I n f r a s t r u c t u r e a n d W o r k Fo r c e
Eltech Engineers is based in Mumbai (Maharashtra), India, with
world class manufacturing facilities. The unit is equipped with all the
latest machines and technology to produce products of international
standard. Utilizing our sophisticate d infrastructural facilities, they are
capable to offer innovative and high quality solutions and products to
give our clients a competitive edge in the market place.

Their workforce is a team of highly skilled and experienced

professionals, who are committed to exceed customer expectations at
every point of service. The team has also developed expertise in
producing products, which can match individual customer needs and
requirements.

Why Eltech Engineers?

E l t e c h E n g i n e e r s i s a c u s t o m e r - f o c u s e d c o m p a n y, w h i c h w o r k s w i t h
customer perspectives in mind. Some of their specialties, which make them
preferred business partner for their clients are:

pg. 10
 Highest standards of quality
Innovative approach
Timely deliveries

Product Offerings
C o r o n a t r e a t me n t s y s t e m
Corona treatment system is a very effective way to increase the surface
tension of virtually any material. Surface treatment is required for plastic
films/fabrics whose normal surface tension is not sufficiently high to
permit good wetting by flexo graphic inks.
Corona treatment
s ys t e m i n c r e a s e s
the surface
tension of the
fabrics
respective to
inks by inducing
molecular
changes in the
surface of the
films. This is
done by exposing
the air at the
material's
surface to a high-voltage electrical discha rge - a corona.
Corona discharge treatment at atmospheric pressure for improving adhesion
o f v a r i o u s p o l ym e r s u b t r a c t i s n o w s t a n d a r d p r a c t i c e .

pg. 11
As shown in the diagram the fabric is passed from free roller through the
air gap between
multisegmented electrode
and the silicon roller which
generates continuous
shower of ionized air called
as CORONA. The electrode
and dielectric cover on the
roller serves as the electric
connection to the stream of
ionized air in the airgap.

S t a t i c E l i mi n a t o r
In the presence of a high voltage discharge in an air gap, free electrons,
w h i c h a r e a l w a ys p r e s e n t i n t h e a i r , a c c e l e r a t e a n d i o n i z e t h e g a s . W h e n t h e
electric discharge is very strong, collisions of high velocity electrons with
molecules of gas result in no loss in momentum, and electron avalanching
occurs. When a plastic
part is placed in the
discharge path, the
electrons generated i n
the discharge impact
the surface with
energies 2 to 3 times
that necessary to break
the molecular bonds on
the surface of most
substrates. This creates
very reactive free
radicals. These free
radicals in the
presence of oxygen can
react rapidly to form v arious chemical functional groups on the substrate
surface.

pg. 12
 Functional
groups resulting
from this
oxidation
reaction are the
most effective
at increasing
surface energy
and enhancing
chemical
bonding to the
resin matrix.
Use of static
eliminator
ensures solution
of all these
problems and results in trouble free operation, increased profits and
maximum customer satisfaction.

I n d u c t i o n Ca p S e a l e r
Induction sealing is a non -contact process, which is used to bond a foil disk
or to seal the
opening of a
container. The
technique provides
the user with a
tamper evident seal.
The seal assures
product integrity
and prevent any
chances of leakage.
It increases the
products shelf life,
reduce pilferage,
and ensures
maximum customer
satisfaction. The method can also be used for different types of containers
and also used for foods, drugs, chemicals and petroleum products.
As from both the diagrams we can see that the closure is supplied to the
b o t t l e r w i t h a n a l u m i n u m f o i l l a ye r l i n e r a l r e a d y i n s e r t e d . A l t h o u g h t h e r e
a r e v a r i o u s l i n e r s t o c h o o s e f r o m , a t y p i c a l i n d u c t i o n l i n e r i s m u l t i - l a ye r e d .
pg. 13
T h e t o p l a ye r i s a p a p e r p u l p t h a t i s g e n e r a l l y s p o t - g l u e d t o t h e c a p . T h e
n e x t l a ye r i s
wax that is
used to bond a
l a ye r of
aluminum foil
to the pulp.
The bottom
l a ye r is a
p o l ym e r f i l m l a m i n a t e d t o t h e f o i l . A f t e r t h e c a p o r c l o s u r e i s a p p l i e d , t h e
container passes under an induction coil, which emits an
oscillating electromagnetic field. As the container passes under the
induction coil (sealing head) the conductive aluminum foil liner begins to
heat due to eddy currents. The heat melts the wax, which is absorbed into
t h e p u l p b a c k i n g a n d r e l e a s e s t h e f o i l f r o m t h e c a p . T h e p o l ym e r f i l m a l s o
h e a t s a n d f l o w s o n t o t h e l i p o f t h e c o n t a i n e r . W h e n c o o l e d , t h e p o l ym e r
creates a bond with the container resulting in a hermetically sealed product.
Neither the container nor its contents are negatively affected; The heat
generated does not harm the contents .

S t a t i c Ch a r g e r
Eltech features a full line of Silicone, they offer superior quality static
c h a r g e r s t h a t c a n b e u s e d t o s t i c k P P / B O P P / p o l ys t yr e n e f o i l m a t e r i a l t o
the inner mold surface during injection molding. This makes the foil
constant in a position in the
mold due to charging. These
static chargers are
manufactured in compliance
with international quality &
safety standards.
Eltech also features a full line
of Silicone Decorate injection
molded product to look more
charming a multi-color foil on
plastic items like thermo ware
products, casseroles, tiffin,
water jug, tray, glass,
coasters, mug, lunch box,
compass box, water bag,
bucket, tumbler, ice pail and many other household, advertising and gift
items which can be injection molded.

pg. 14
In-mold decorating is a process for labeling or decorating a plastic object
during the plastic injection molding process. In the in -mold labeling
process, a label or appliqu is
placed in the open mold and held in
the desired position by vacuum
ports, electrostatic attraction or
other appropriate means. The mold
closes and molten plastic resin is
extruded or injected into the mold
where it conforms to the shape of the
object. The hot plastic envelopes the
label, making it an integral part of
the molded object. The di fference
between glue applied labels and in -
mold labels is that a glue applied label is stuck "on" the surface of the
plastic object; the in -mold label is embedded "in" the wall of the object.
F i n a l l y, a l l p o s t - m o l d l a b e l i n g o p e r a t i o n s , e q u i p m e n t a n d c o s t s a r e
eliminated because the in -mold labeled product is ejected from the mold
fully labeled and completely decorated

O z o n e Ai r P u r i f i e r
The product in which we were involved during our summer internship
Air purifiers are a great way to reduce the odors and irritating particles in
your home. There are two main categories of
purifier: those that create ozone, and those
t h a t u s e f i l t e r s . B o t h t yp e s o f p u r i f i e r s w o r k ,
but ozone producing air purifiers have a lot
of controversy surrounding them. In spite of
t h e c o n t r o v e r s y, o z o n e g e n e r a t o r s h a v e t w o
b i g r e a s o n s f o r t h e i r c o n t i n u e d p o p u l a r i t y:
t h e y r e q u i e t e r a n d t h e y a r e p r e t t i e r .
Quiet Operation: One of the most popular
reasons ozone purifiers are chosen is that
they are much quieter in operation than filter
s t yl e a i r p u r i f i e r s . B e c a u s e t h e y d o n o t u s e
fans to push air through them to gather
particles that get trapped in a filter, ozone
generators and ionic air purifiers that
produce ozone as a by-product are barely
noticeable when they are running.
G o o d L o o k s : O z o n e m a c h i n e s t e n d t o b e s l e e k e r a n d s m a l l e r t h a n f i l t e r s t yl e
air purifiers because they do not need to house large fans or bulky filters.

pg. 15
What is Ozone?
Ozone is simply oxygen. So why is it considered dangerous? Ozone consists
of three oxygen molecu les compared to the two that make up the air we
breathe. The reason ozone can be used to destroy odors, or break up harmful
bacteria and other particles in the air is that when oxygen is bonded in
threes it is much less stable, and easy to break apart. Oxy gen bonded in two
parts is stronger, and more stable. The fact that ozone is so fragile is its
strength, and a benefit to those who employ it for air quality as well.

How an ozone purifier reduces odour?

Air purifiers that use ozone to reduce odors rely on the instability of the
triple molecule connection. When ozone bumps into other molecules in the
air, one part of the o x yg e n
combination breaks off and attaches
itself to the other element in the air.
This oxidizes that element and
renders it useless. It therefore
removes smell, neutralizes bacteria
and mold, and causes all particles to
be so heavy they cant float so they
fall to the ground.

Your home may suddenly seem

d u s t i e r a f t e r yo u e m p l o y a n o z o n e
generator or ionic air purifier. Thats
not actually true, it just means the
particles are falling out of the air
a r o u n d yo u , a n d yo u w i l l h a v e a l i t t l e
more work to clean them up. Most air
purifiers that use ozone technology also use electronic plates to attract the

pg. 16
dropping molecules. This helps to clean up the area a little bit, but because
these machines do not use fans or suction to pull in the surrounding air, it
will only gather up a limited amount of the number of particles falling.

Are ozone purifiers safe?

The science behind ho w air purification with ozone works also means it is
s a f e r t h a n m o s t p e o p l e f e a r . T h e E P A , E n v i r o n m e n t a l P r o t e c t i o n A g e n c y,
r e g u l a t e s o z o n e e m i t t i n g a i r p u r i f i e r s s o t h a t yo u c a n b e s u r e t h e e x p o s u r e
from them wont be hazardous, but ozone in itself is ver y short lived. Once
the triple molecule breaks apart, it becomes simple oxygen, and is safe to
breathe.

How to use ozone purifier?

T h e s a f e s t w a y t o u s e a n o z o n e p u r i f i e r i s w h e n yo u a r e o u t o f t h e h o u s e .
I f yo u s e t yo u r p u r i f i e r t o t u r n o n a f t e r yo u h a v e l e f t f o r w o r k o r s c h o o l ,
o r e v e n w h e n yo u r u n e r r a n d s , a n d t u r n o f f a n h o u r b e f o r e yo u g e t b a c k ,
l e v e l s o f o z o n e w i l l h a v e b e c o m e r e d u c e d t o c o m m o n o x y g e n w h e n yo u g e t
back.

pg. 17
INTERNSHIP ACTIVITIES: PRIMARY FINDINGS

SWOT Analy sis

Strength:
Industrial grade water and purifier.
Dedicated servicing team available 24*7
Different purifier for different needs.
L e s s c o s t o f m a i n t e n a n c e s c o m p a r e d t o t r a d i t i o n a l w a ys
Made in India
Clients spread all over the south Asia.

W e a kn e s s :
Lesser advertising as compared to competitors.
There is no plan for the low income hotels and restaurants.
Less visibility in the market

Opportunity:
Government has made it compulsory for all pools in hotels to use
o x yg e n t r e a t e d w a t e r .
Through good investment and servicing it is easy to tap Indian hotels
and restaurants.
Growing Potential in the urban market
Better awareness amongst hotels and restaurants for creating better
customer experience.

Threat:
The Company is facing major threats from Kent which is a reputed
company in this field.
Less awareness regarding the benefits of product

pg. 18
M arketing M ix
The marketing mix is a tool that is made up of four unique but
interconnected and interdependent variables. These are called the 4Ps and
are product, price, promotio n, and place. These four components help
determine a clear and effective strategy to bring a product to market. Each
element is crucial in its own right and needs to be given due focus.

Product

Wha t is a Product?
A p r o d u c t i s a n i t e m t h a t s a t i s f i e s a n e e d o r a d e s i r e . T h i s c a n b e a p h ys i c a l
item, a service or a virtual offering. It is produced at a cost and is
subsequently made available to the right audience at a price. Whatever the
n a t u r e o f t h e p r o d u c t , i t w i l l f o l l o w a l i f e c yc l e a n d t h r o u g h r e a s o n a b l e
p r e d i c t i o n s o f t h i s l i f e c yc l e , a c o m p a n y c a n i n c r e a s e i t s c o m p e t i t i v e e d g e .
A brand can be revamped or re -launched to remain relevant in a changing
m a r k e t o r a t t h e e n d o f i t s l i f e c yc l e .

pg. 19
A successful product has to fulfill a specific need in the market.
F u n c t i o n a l l y, i t m u s t b e a b l e t o p e r f o r m i t s f u n c t i o n a s p r o m i s e d . T h e r e
also needs to be clear communication to users and potential customers
regarding its benefits and features. Branding is another important feature
for a product. Developing a product into a brand helps foster customer
l o ya l t y a n d r e c a l l a n d d i f f e r e n t i a t e i t s e l f i n t h e m a r k e t .

F e a t u r e s a n d Va l u e c r e a t i o n
Every product should have certain characteristics that separate it from its
competitors. These characteristics should be foremost inputs to the
products marketing mix. When a product is envisioned, it is an answer to
an identified market need. This need is translated into a product with
particular characteristics. These characteristics help determine all
subsequent actions such as pricing, communication strategy and additional
features or add-ons. For this reason, it is vital to try to create a unique set
of characteristics for any product.

Unique Selling Proposition

A factor that is shown to be the basis of why one product is better than its
competitors is called a unique selling proposition or a USP. This
c h a r a c t e r i s t i c o r s e t o f c h a r a c t e r i s t i c s h e l p s s o l i d i f y a c o m p a n y s m a r k e t
position and allows them to stand apart from competition. There are very
few products that have no clear competition in the market. Most often, there
are identical products with almost the s ame features. In this situation,
differentiation becomes of the utmost importance for the success of any
product. The company needs not only to identify an USP, but also to clearly
communicate this to the potential audience so that it is understood why the
product is superior to other similar ones.

P r o d u c t L i f e Cy c l e
An important consideration for any product is the logical stages of its
l i f e c yc l e . A t yp i c a l p r o d u c t g o e s t h r o u g h t h e f o l l o w i n g s t a g e s :

1. Introduction Slow growth period following product launch

2. Growth Fast growth phase once the product is established
3. Maturity A period of slowdown in sales as the product becomes
ubiquitous in the market
4. Decline A downward sal es as the product is no longer fulfilling a
need or there are better options.

pg. 20
A k e e n e ye n e e d s t o b e k e p t o n t h e p r o d u c t s j o u r n e y t h r o u g h t h e l i f e c yc l e .
A close to reality prediction of this path may help the company relaunch or
redesign an existing produ ct or work on introducing a new one to the
market.

Key Questions We Discussed While Develo ping

Successful M arketing Strategy
1. What does the customer want from the product?

2. What hidden need does it address?

3. What features does it need to have to meet these wants and needs?

4. Are there any overlooked features that can add value?

5. Are there any added features that add to value?

6. How will the product be used by the consumer?

7. Where will the product be used?

8. What does the product look like? How big or small? Colors and

materials?

9. What should the product be named?

10. What will the branding strategy be?

11. What will be the products USP?

12. How will it be communicated to the audience?

13. What will the cost of production be? Can the features, benefits and

branding bring in a logica l price to offset the cost and make a profit?

pg. 21
Pricing
A f t e r p r o d u c t , p r i c i n g p l a ys a k e y r o l e i n t h e m a r k e t i n g m i x . T h e
reason for this importance is that where the rest of the elements of the
marketing mix are cost generators, price is a source of income and profits.
Through pricing, the organization manages to support the cost of
production, the cost of distribution, and the cost of promotion.

S i m p l i s t i c a l l y, p r i c e i s t h e v a l u e m e a s u r e d i n m o n e y t e r m i n t h e p a r t
of the transaction between two parties where the buyer has to give
something up (the price) to gain something offered by the other party or
the seller. Pricing is a complicated element, which needs to reflect supply
and demand, the actual value of the object, and the perceived value of it in
the mind of the consumer. A price that does not reflect these factors and is
either too high or too low will lead to unsuccessful sales. This is why an
organizations pricing will change accor ding to circumstances and time.

W H Y I S PRI CI N G I M PO RT A NT ?
There is often a tendency for marketers to focus more on activities like
promotion, product development , and market research while prioritizing
their responsibilities. These are often perceived as the more interesting
aspects of the product and marketing mix. However, pricing needs to be
given its due attention since it has great impact on the rest of the activities
a n d t h e c o m p a n y. P r i c i n g i s o f v i t a l i m p o r t a n c e b e c a u s e o f t h e f o l l o w i n g
reasons.

P r i c i n g a s a Fl e x i b l e Va r i a b l e
Pricing changes can be made quickly and with almost no lead time if the
business needs to make some product positioning cha nges or to counter a
competitors activities. In comparison, a change to the product or to a
distribution channel can take months and sometimes significant cost inputs.
Similarly any promotion decisions will also require additional financial
input. Though it is important to plan for pricing changes and their impact
on the brand and product perception, this can still be accomplished much
faster than any other changes.

D e f i n e t h e Ri g h t P r i c i n g

pg. 22
Any pricing decisions for a product need to be made through prop er
r e s e a r c h , a n a l ys i s a n d a n e ye o n s t r a t e g i c o b j e c t i v e s f o r t h e o r g a n i z a t i o n
and the product. A decision made too quickly with superficial assessment
can result in a loss of revenue. A price below the perceived value can lead
to both a loss in potential a dditional revenue and a target audience that
judges the quality of the brand through price points. If this price is raised
later on, the existing customers may feel like they are being unfairly
b u r d e n e d . A p r i c e s e t t o o h i g h c a n r e s u l t i n p o t e n t i a l b u y e r s s t a yi n g a w a y
altogether. Pricing is often done by a team of experts who spend time
conducting research that considers all variables of the market and brand.

P r i c i n g a s a T r i g g e r f o r Fi r s t i mp r e s s i o n s
In some product categories, a consumer will form a perce ption about its
q u a l i t y a n d r e l e v a n c e a s s o o n a s t h e y s e e t h e p r i c e . E v e n t u a l l y, t h e d e c i s i o n
to buy or not may be based on the perceived value of the entire product or
m a r k e t i n g m i x o f f e r i n g . B u t t h e r e i s a l w a ys a d a n g e r t h a t t h e f i r s t
impression triggered by the price point will either make the rest of the
offering irrelevant or it will be a biased assessment.

P r i c i n g a s a K e y t o S a l e s P r o mo t i o n s
Sales promotions are often a short time price based offering such as a
percentage reduction or a two in one ty pe offer. These are meant to generate
interest in the product or make use of a special occasion or event. Used
w i s e l y, t h i s c a n b e a u s e f u l m e t h o d o f i n c r e a s i n g s a l e s b u t t h e c o m p a n y
must avoid the temptation to offer these special prices too often. In thi s
s c e n a r i o , b u ye r s w i l l p u t o f f p u r c h a s i n g t h e p r o d u c t t i l l t h e n e x t s a l e s
promotion of price reduction.

Pro mo tio n

pg. 23
 As part of the marketing mix, promotion includes all activities that
involve communicating with the customer about the product and its benefits
and features. Once a company has worked on the product
and price elements, it is time to start a conversation with the consume r
about the product. This includes raising awareness through different
m e d i u m s t o i n c r e a s e s a l e s , a s w e l l a s t o c r e a t e a n d f o s t e r b r a n d l o ya l t y.

Information provided to the customer at this stage helps them in

making purchase decisions regarding the produc t. Often, there is
substantial cost associated with promotional activities. But since the result
i s o f t e n a n i n c r e a s e i n s a l e s o r c u s t o m e r l o ya l t y, t h e r e i s t h o u g h t t o b e l o n g
term return on this investment. There are many ends that a company may
try to reach through a promotion including but not limited to an increase in
sales, acceptance of new products, brand equity creation and brand
positioning, addressing competitor actions and rebranding.

ROLE OF PROMOTION IN THE MARKETING MIX

As briefly mentioned in the introduction, promotion is the communication
aspect of the marketing mix . It is creating a channel for conversation with
the targeted consumer base. Through promotion, the company aims to
attract the customers attention and give them enough information about
the product to foster enough interest to motivate them to purchase.

The team tasked with these activities will begin by understanding the
d yn a m i c s o f t h e t a r g e t a u d i e n c e a n d d e c i d i n g w h i c h m o d e s o f p r o m o t i o n
are likely to help meet targets. Once the channel is decided, information
from other elements of the mix is incorporated to ensure that the message
sent corresponds to the actual product features, benefits and user
experience. None of the elements of the marketing mix work in isolation.
Instead a unified bod y of information acts as the source for all activities
within these 4Ps. The available information is filtered to include those
areas which will be most r elevant to the target audience.

OBJECTIVES OF PROMOTIONAL ACTIVITIES

Different organizations have different expectations from their promotional
activities. These expectations are developed into objectives which then
shape the selection and execution of these activities. Some possible
objectives of promotion for any company may include:

Building Awareness

pg. 24
Often, a product or brand may need to create an identity within the market.
F o r t h e m o s t p a r t , t h i s a p p l i e s t o a n e w c o m p a n y, a n e w b r a n d o r a n e w
product. But often it may also be needed in times of rebranding or building
up a failing product. The aim then is to select those promotional activities
that help inform the customer about the company and the product.

Creating Interest
If the customer is already aware of the product or has been made aware
through some activities, it becomes necessary to move them along to actual
purchasing behavior. The aim here is to identify a need that the product
fulfills and make sure that the customer recognizes this need as something
that is unfulfilled for them.

Providing Information
Sometimes, a company may just need to provide necessary information
regarding the product, its benefits, features or usage to the consumer. This
may be the case if a new product is introduced into the market. Unique
features or benefits may need to be explained. In other cases, a new feature
on an existing product may need to be highlighted. In some cases, such as
i n i n s t a n c e s w h e r e e n v i r o n m e n t a l i m p a c t o r h e a l t h s c a r e s m a y b e i n p l a y,
information about a change in business practices and company policy may
need to be communicated.

Stimulate Demand
A compan y may seek to enhance its sales through promotion. If sales have
been lower than usual, then the aim may be to get them back up to target
level by re-engaging old customers and encouraging new ones to try a
product out. In other instances, the aim may be to increase sales further at
c e r t a i n t i m e s o f t h e ye a r s u c h a s n e a r a m a j o r h o l i d a y. F r e e d e m o n s t r a t i o n s
or special deals may be used to reach these ends.

Differentiate product
In situations where there are many competitors in the market, a company
may seek to use promotional activities to differentiate its product in the
market and make it stand out from the crowd. The focus here remains on
those features, functionalities or benefits that may not be offered by a
competitor or may not be offered so well.

Reinforce the Brand

pg. 25
One basic aim of a promotional activity may be to further strengthen the
brand and its place in the market. This helps turn a first time purchases
into a life time purchaser. This can also hel p create advocates for the
product from within the customer base.

Place
The last element of the marketing mix is the place. Also called placement
or distribution, this is the process and methods used to bring the product
or service to the consumer.

In the marketing mix, the process of moving products from the producer to
t h e i n t e n d e d u s e r i s c a l l e d p l a c e . I n o t h e r w o r d s , i t i s h o w yo u r p r o d u c t i s
bought and where it is bought. This movement could be through a
combination of intermediaries such as distributors, wholesalers and
retailers. In addition, a newer method is the internet whic h itself is a
marketplace now.

Through the use of the right place, a company can increase sales and
maintain these over a longer period of time. In turn, this would mean a
greater share of the market and increased revenues and profits. Correct
placement is a vital activity that is focused on reaching the right target
audience at the right time. It focuses on where the business is located,
where the target market is placed, how best to connect these two, how to
store goods in the interim and how to eventuall y transport them.

Po rters fiv e Fo rces

pg. 26
This model helps marketers and business managers to look at the balance
o f p o w e r i n a m a r k e t b e t w e e n d i f f e r e n t t yp e s o f o r g a n i s a t i o n s , a n d t o
a n a l ys e t h e a t t r a c t i v e n e s s a n d p o t e n t i a l p r o f i t a b i l i t y o f a n i n d u s t r y s e c t o r .
Its a strategic tool designed to give a global overview, rather than a
d e t a i l e d b u s i n e s s a n a l ys i s t e c h n i q u e . I t h e l p s r e v i e w t h e s t r e n g t h s o f a
market position, based on five key forces.
Porters Five Forces works best when looking at an entire market sector, rather
than your own business and a few competitors.

pg. 27
How ca n I use Po rters fiv e Fo rces?
T o a p p l y P o r t e r s F i v e F o r c e s , yo u n e e d t o w o r k t h r o u g h t h e s e q u e s t i o n s
for each area:

Force 1: T h r e a t o f N e w E n t r y?
Force 2: B u ye r P o w e r ?
Force 3: Threat of Substitution?
Force 4: Supplier Power?
Force 5: C o m p e t i t i v e R i v a l r y?

Threat of New Entry

I f a n e w b u s i n e s s e s c a n b e e a s i l y s t a r t e d u p i n yo u r s e c t o r w i t h o u t
substantial investment - then this is a threat. The Internet has made this a
r e a l i t y i n m a n y s e c t o r s , e s p e c i a l l y p u b l i s h i n g ! S o a s k yo u r s e l f t h e
questions:

Whats the threat of new businesses starting in this sector?

How easy is it to start up in this business?
What are the rules and regulations?
What finance would be needed to sta rt-up?
Are there barriers to entry which give you greater power?

Buyer Power
W h e r e t h e r e a r e f e w e r b u ye r s , t h e y o f t e n c o n t r o l t h e m a r k e t . Q u e s t i o n s h e r e
include:

H o w p o w e r f u l a r e t h e b u ye r s ?
How many are there?
C a n t h e b u ye r s g e t c o s t s d o w n ?
Do they have the power to dictate terms?

Threat of Substitution
If there are available alternatives then the threat of substitution increases.

How easy is it to find an alternative to this product or service?

Can it be outsourced? Or automated?

Supplier Power
Markets where there are few suppliers means the suppliers retain the power
pg. 28
 Examine how many suppliers are in the market?
Are there a few who control prices?
Or many so prices are lower?
D o yo u r s u p p l i e r s h o l d t h e p o w e r ?
How easy is it to switch, whats the cost?

Competitive Rivalry
Markets where there are few competitors are attractive but can be short -
lived. These are highly competitive markets with many companies chasing
t h e s a m e w o r k r e d u c e yo u r p o w e r i n t h e m a r k e t .

Whats the level of competition in this secto r?

Whats the competitor situation? Many competitors and youre all in
a commodity situation or a few?

How Po rter's five Fo rces ca n be a pplied to a Eltechs Air

purifier business?
1. Threat of New Entrants

Air purifier market is very open with online ecommerce

companies coming in threats have increased tremendously. This
is comparatively an easy market to enter with few requirements,
other than skills, initiative and relevant hardware and software.
This does mean there are many new entrants.

2. Buyer Power:

D u e t o H o t e l s a n d r e s t a u r a n t b u yi n g i n q u a n t i t y, t h e y r e t a i n
power over suppliers due to volume and price of contracts.
There is slight margin left for discount available.

3. Threat of Substitution:

There are not man y substitution available to air purifier

available. The traditional way of using room freshener is long
gone.

4. Supplier power:

pg. 29
Supplier power is comparatively less as the
air purifier is firms in house production. All
the spares and tools are ordered in bulk so
theres enough inventory.
5. Competitive rivalry:

Theres lots of competition in this field as this is upcoming

market. Company often sell their product on very less margin
making it hard to maintain sustainability in market.

Anso ff Ma trix

The Ansoff matrix was invented by Igor Ansoff in 1965 and is used to
develop strategic options for businesses. It is one of the most commonly used
tools for this type of analysis due to its simplicity and ease of use.
As the diagram demonstrates, the matrix will give managers four possible
scenarios, or strategies for future product and market activities.

pg. 30
Market Penetration

This strategy focuses on increasing the volume of sales of existing products

to the organizations existing market.
Questions asked:
How can we defend our market share?
How can we grow our market?

Product Development

This strategy focuses on reaching the existing market with new products.
Questions asked:
H o w c a n w e e x p a n d o u r p r o d u c t p o r t f o l i o b y m o d i f yi n g o r c r e a t i n g
products?

Market Development

This strategy focuses on reaching new markets with existing products in

the portfolio.

pg. 31
Questions asked:
How can we extend our market?
Through new market sectors?
Through new geographical areas?

Diversification

This strategy focuses on reaching new markets with new products.

Diversification can be either related or unrelated.
R e l a t e d D i v e r s i f i c a t i o n : T h e o r g a n i z a t i o n s t a ys w i t h i n a m a r k e t t h e y h a v e
familiarity with.
Unrelated Diversification: The organization moves into a market or
industry they have no experience with. This is con sidered a high risk
s t r a t e g y.

How ANSOFFs Matrix can be applied to a Eltechs Air purifier

business?

Eltechs Air Purifier fall into second quadrant Product Development

where we needed to reach existing market with new product because people
needed air purifier before but were forced to use room fresheners. Due to
introduction of Eltechs Air Purifier into market we need to demonstrate
and educate the customer about the benefits. For this purpose we went to
a l l t h e h o t e l s a n d r e s t a u r a n t s i n M u m b a i u r b a n a r e a w i t h a i r p u r i f yi n g
machine and gave demos to every client we met.

T h i s i s h o w w e d i d a n a n a l ys i s o n c u s t o m e r a c q u i s i t i o n a n d b r a n d
awareness strategy of Eltechs Air Purifier.

Findings
1. Brand visibility has to be increased by means of advertising and
demonstration.
2. Masses have to be educated on how the product can make their lives
healthy and prosperous.

pg. 32
 3. Only sales is not important, but after sales service is what drives the
customer back to make another purchase.
4. In this fast evolving world, online presence has to be there to be into
competition.
5 . C o s t p l a ys a n i m p o r t a n t r o l e w h i l e a c u s t o m e r m a k e s a p u r c h a s e s o
cost has to be major point while launching a product in Indian
markets.
6 . C u s t o m e r e n j o ye d t h e s a m e d a y d e l i v e r y s ys t e m , s o d i s t r i b u t i o n h a s
to be done properl y. If customer needs the product, product has to be
available for the sale.

Da ta Ga thered
The table present below shows the data of the customers with whom we
interacted and gathered their personal information and responses related to
our product offering

Sr. Date Name of Address of Concern Concerned Entire Follow Up

No of Company Company ed person Discussion
visit Person mobile 2
1 &3
Mobile
1 5/29/ Kung Food Opposite Aaram Avinash srikanth Called and Talked to the
2016 Restaurant Restaurant, (Employ swarna confirmed owner, the owner
Government ee) 022 (owner) meeting said they already
Colony, Bandra 2645 982136162 with owner have one installed.
East, Mumbai, 9561 1
Maharashtra
400051

pg. 33
2 5/2/2 Saddicha Near New Saibaba Owner Saurish Called and Talked to the
016 Temple, Opposite 022 deshpande confirmed owner, the owner
Mig Cricket Club, 2641 (Owner) meeting said that he is not
Gandhi Nagar, 9932 with owner interested in the
Bandra East, product
Mumbai,
Maharashtra
400051
3 5/3/2 Celebration Building number Owner Chirag Called and Talked to the
016 365 b63,, Bandra East, 022 bhatt confirmed owner, he said he
Mumbai, 2643 (Owner) meeting product is too
Maharashtra 1555 with owner expensive and not
400051 worth
4 5/4/2 Chinar Bar B 10, UJBPS CHS, Employe Asked the visited the
016 New Collector's e 022 employee, restaurant, owner
Office, Opposite 265102 when the was not present
Meena Bazar, 91 owner will and employee was
Bandra East, be available not willing to share
Mumbai and owners name and
confirmed number, and not
the timing enthusiastic in the
product

5 5/5/2 Hotel 44/2179, Gandhi Owner Ramesh P Called and Talked to the
016 Highway Nagar, Behind 022 Potnis confirmed owner, the owner
Gomantak Maratha Store, 2640 meeting said that he is not
Service Road,
Bandra East, 9692 with owner interested in the
Mumbai, product
Maharashtra
400051
6 5/5/2 Ujala Government Employe Asked the visited the
016 Restaurant Colony, Shiv e 022 employee, restaurant, owner
& Bar Shankar Marg, 2643 when the was not present
Bandra East, 5873 owner will and employee was
Mumbai, be available not willing to share
Maharashtra and owners name and
400051 confirmed number, and not
the timing enthusiastic in the
product

pg. 34
7 5/6/2 Amey Veg Shop 4, Employe Asked the visited the
016 Restaurant Siddivinayak e 022 employee, restaurant, owner
Chambers, Road 3242 when the was not present
Number 2, 6666 owner will and employee was
Opposite MIG be available not willing to share
Cricket Club, and owners name and
Gandhi Nagar, confirmed number, and not
Bandra East, the timing enthusiastic in the
Mumbai, product
Maharashtra
400051
8 5/7/2 Maratha 51/2401, Owner Sarash Called and Talked to the
016 Darbar Nishigandha Co- 022 Kailash confirmed owner, he said he
Restaurant Operative Society, 2651 meeting product is too
Road No: 8, Near 1004 with owner expensive.
M.I.G. Cricket
Club, Gandhi
Nagar, Bandra
East, Mumbai,
Maharashtra
400051
9 5/6/2 Garam Shop No 1, BKC Employe Asked the visited the
016 Masala Annexe, Ashapura e 022 employee, restaurant, owner
Rest-o-Bar CHSG Society, 264100 when the was not present
Near Gurunanak 01 owner will and employee was
Hospital, Bandra be available not willing to share
East, Mumbai, and owners name and
Maharashtra confirmed number, and not
400051 the timing enthusiastic in the
product

10 5/8/2 Cafe Sahara Government Employe Asked the visited the

016 Colony, Bandra e 022 employee, restaurant, owner
East, Mumbai, 265579 when the was not present
Maharashtra
400051 31 owner will and employee was
be available not willing to share
and owners name and
confirmed number, and not
the timing enthusiastic in the
product

pg. 35
11 5/9/2 Le Pain G2, 3 North Employe Asked the visited the
016 Quotidien Avenue, Maker e 022 employee, restaurant, owner
BKC Maxity, BKC Road, 6643 when the was not present
Bandra East, 1616 owner will and employee was
Mumbai, be available not willing to share
Maharashtra and owners name and
400051 confirmed number, and not
the timing enthusiastic in the
product

12 5/10/ Kofuku 6th floor, Suburbia Owner Mr. Called and Talked to the
2016 Mall, Above 022 Rainchand confirmed owner, the owner
Shoppers Stop, 6695 meeting said they already
Linking Road,
Bandra West, 5105 with owner have one installed.
Mumbai,
Maharashtra
13 5/11/ Global 3rd Floor, Link Manage Rohan Called and Talked to the
2016 Fusion Square Mall, r 022 confirmed owner, the owner
Restaurant Linking Road, Opp 2646 meeting said that he is not
KFC, Bandra
West, Mumbai, 9002 with owner interested in the
Maharashtra product
400064
14 5/12/ The Great 266, Linking Road, Owner Amarpal Called and Talked to the
2016 Punjab Next to Shopper's 022 Singh confirmed owner, he said he
Stop, Bandra 2641 meeting product is too
West, Mumbai, 3978 with owner expensive and not
Maharashtra worth
400050
15 5/16/ Pajji's 17, Government Owner Jyoti Called and Talked to the
2016 Express Colony, Opposite 022 Bhatura confirmed owner, the owner
Chetna 651381 meeting said similar product
College,Bandra 11 with owner is available online
at 1/4th price, if
East, Mumbai
they want to buy
they probably will
buy it from there

16 5/17/ Hotel Lovely House 'A', 022 Mr. Pravin Called and Manager was
2016 Midland Jawaharlal Nehru 2611 C. Gupta confirmed neither interested
Road, Near 0414 (manager) meeting in the product nor
Railway Station,
Santacruz East, with willing to allow us
Mumbai, manager to contact the
Maharashtra engineering and
400055 housekeeping
department

pg. 36
17 5/18/ Hotel Cruz Anand 022 Harjeet Called and Manager was
2016 Royale Commercial 4250 Singh confirmed neither interested
Centre, Next to 2121 Gandhi meeting in the product nor
Asha Parekh (manager) with willing to allow us
Hospital, S.V. manager to contact the
Road, Santacruz engineering and
(W), Mumbai, housekeeping
Maharashtra department
400054
18 5/19/ Hotel 113, Prabhat 022 Joseph Called and Manager was
2016 Galaxy Colony Road, 6153 maliakal confirmed neither interested
Prabhat Colony, 0530 (manager) meeting in the product nor
Santacruz East, with willing to allow us
Mumbai, manager to contact the
Maharashtra engineering and
400055 housekeeping
department

19 5/20/ Hotel Yoga Institute Rd, 022 Manager Called and Manager gave us
2016 Airlines Prabhat Colony, 2616 was not confirmed time. But not
Internation Santacruz East, 0714 present meeting present there
Mumbai,
al Maharashtra with
400055 manager
20 5/21/ Treebo Plot No. 53, 093228 Manager Called and Manager gave us
2016 Legend Junction of Nehru 00100 was not confirmed time. But not
Road & 2nd Road, present meeting present there
Opp. Cosmos with
Bank, Near manager
Santacruz Railway
Station Road,
Santacruz (East),
Mumbai,
Maharashtra
400055
21 5/23/ Citizen Citizen Hotel 960, 022 Ravi Rorha Called and Manager said he
2016 Hotel Juhu Tara Road, 669325 (manager) confirmed researched about
25
Juhu, Mumbai, meeting the product and he
Maharashtra with found out it was
400049 manager obsolete and other
big companies
offering better,
healthier products
and whose
functioning was
similar

pg. 37
22 5/24/ Hotel 213/1 Suren 022 Pradeep Called and Manager said our
2016 Residency Road, Chakala, 664912 Mehra confirmed product was too
Andheri East, 34 (Manager) meeting expensive and do
Mumbai, with not have any brand
Maharashtra manager value and on
400093 internet he saw
same product from
better brands at
lesser rate.

23 5/25/ Punjabi Plot no 3, 022 Raj Called and Talked to the

2016 Tadka Kohinoor road, 241153 Shetty(own confirmed owner, he said he
Dadar east, 53 er) meeting product is too
mumbai with owner expensive and not
required

24 5/26/ Bawa Behind Chitra 022 Manager Called and Manager gave us
2016 Regency cinema, Dadar 307702 was not confirmed time. But not
east Mumbai 70 present meeting present there
with
manager
25 5/27/ Hotel Gokhale 842588 Prasanna Called and Manager was
2016 Ameya Road, Shivaji 5115 Thakoor confirmed neither interested
Hospitality Park, Dadar West meeting in the product nor
with willing to allow us
manager to contact the
engineering and
housekeeping
department
26 5/30/ Hotel 519, Vithalbhai 022 Deep Called and Talked to the
2016 Linkway Patel Road, Linking 2649 Bindra confirmed manager, he said he
Road, Khar West, 6008 meeting product is too
Mumbai, with expensive and not
Maharashtra manager required
400052, India
27 5/31/ Hotel Air Jawaharlal Nehru 022 Sunil Rajpal Called and Talked to the
2016 View Road, Santacruz 2611 confirmed manager, he said he
east, mumbai 3928 meeting product is too
with expensive and not
manager required

pg. 38
28 6/1/2 Out of The Le Sutra - the 022 Mr. Called and Manager was busy,
016 Blue Indian Art Hotel, 2600 Fernandis confirmed told us to call next
14 Union Park, 3000 meeting week
Khar (West), with
Mumbai, manager
Maharashtra
400052
29 6/2/2 Pizza By Soona Mahal, 143 022 Sanjay Called and Manager told us
016 The Bay Marine Drive, 2284 Narang confirmed that they do not
Churchgate, 3646 meeting need the product
Mumbai, with
Maharashtra manager
400020
30 6/3/2 Gaylord Mayfair Building, 022 Mr. A. Called and Manager told us at
016 Restaurant Ground Floor, 2282 Muley confirmed the moment they
Near 1259 meeting do not have any
Ambassador with requirement
Hotel, Veer manager
Nariman Road,
Churchgate,
Mumbai,
Maharashtra
400099
31 6/4/2 Bombay ITC Grand 022 Mr. Called and Manager told us
016 High Maratha Sheraton 2830 Dhananjay confirmed that they are
restaurant Towers, Mumbai, 3030 Kavarana meeting already using a
Maharashtra with similar product
400099 manager
32 6/6/2 Ellipsis B-1, Amarchand 022 Chetan Called and Manager told us to
016 restaurant Mansion, 16, 6621 Khandwala confirmed come next week,
Madame Cama 3333 meeting after fixing an
Road, Colaba, with appointment
Mumbai, manager
Maharashtra
400001
33 6/7/2 InterContin 135, Marine Drive, 022 Mr. Kiran Called and Manager told us to
016 ental Hotel Mumbai, 3987 (purchase confirmed send an Email
Maharashtra 9999 executive) meeting regarding all the
400020 Email id - with details regarding
pm@interc manager the product
ontinental
mumbai.co
m

pg. 39
34 6/8/2 The Veer Nariman 022 Mr. Called and Manager told us to
016 Ambassado Road, Churchgate, 2204 Mukesh confirmed send an Email
r Mumbai, 1131 Chablani meeting regarding all the
Maharashtra (Purchase with details regarding
400020 executive) manager the product. He
Email- also asked us do we
pmambo@ have dehumidifier
ambassado as he need one, he
rindia.com also gave us the
type of
dehumidifier he
needs. He
needs a
dehumidifier
(white hosting
house) with a
capacity of 50

pg. 40
Co nclusion

On the whole, this internship was a useful experience. It helped me

to gain new knowledge, s kills and met many new people. It helped me to
achieve several of my learning goals, however for some , the conditions did
not permit. It helped me to have insights into professional practic es. It also
helped me to learn more about the way any b rand should be promoted and
also it taught me that it doesnt matter whether a brand is big or small it
needs constant brand recall to enjoy market presence. There is still a lot to
discover and to improve in this brand. The visibility has to be increased in
form of promotions and advertisement. The methods used at the moment are
still not standardized and a consistent method is in development.

This internship has helped me to learn harsh mar ket realities and I
realized that before launching a new product a research is needed to be
d o n e t o a n a l yz e t h e m a r k e t s o t h a t b e t t e r p l a n n i n g t o p r o m o t e a n d s e l l t h e
product can be found out

This internship gave me the opportunity to apply theoretical

knowledge that I learned and helped me to realize how different it is to
execute the work outside the text book.

At last this internship has given me the insights of the market and
gave me the motivation to pursue a career in brand awareness and customer
acquisition.

Future Reco mmenda tio n

pg. 41
 T h e m a r k e t i s g r o w i n g e n o r m o u s l y, t h e r e i s d e m a n d f o r i n d u s t r i a l
grade water and air purifiers in the market. During the internship we have
made our presence feel in the market but we need to keep it continuous
because there are larger organizations who are into competition with Eltech
Engineers.

A dedicated sales team has to be formed for this particular product

which would only see to the demands of customer and feedback of existing
customers. The also has to b e product development where customer has to
be educated on usage and benefits of the product. A service hotline can be
started where complaints and feedback from customer can be recorded so it
can be used in future while making product development.

During the internship we saw there was a need in the market but due
to less awareness and brand visibility customers were hesitant to buy the
product. One suggestion would be to use the e -commerce platform as a
channel to sell the product. By using e -commerce we can save lots of
marketing cost and distribution cost too. These were the proposals we had
while marketing Eltech Engineers water and air purifier.

Drawbacks of Eltech Engineers water and air purifier.

The following challenges that the product faced were in

Products strategy and design

Cost
Distribution
Customer service
Governance and regulatory issues

Bibliog ra phy
www.eletechengineers.in

pg. 42
www.eltechengineers .com

Marketing management by Philip Kotler

The Ultimate Sales Revolution: Sell Differently. Change the World. by

Steve Lishansky

Brand Thinking and Other Noble Pursuits by Debbie Millman

pg. 43