Chapter No-1: Executive Summary Literature Review Purpose of The Study Objectives

Collaborative Software Development And Consulting Pvt.
Ltd
CHAPTER NO-1
EXECUTIVE SUMMARY INTRODUCTION LITERATURE REVIEW PURPOSE OF THE STUDY OBJECTIVES
B.L.D.E.As A. S. PATIL COLLEGE OF COMMERCE, MBA PROGRAMME (AUTONOMOUS) Mr. Ravikumar. S. Kannolli
Collaborative Software Development And Consulting Pvt. Ltd
EXECUTIVE SUMMARY
Collaborative Software Development And Consulting Pvt. Ltd is known for providing software and services to corporates and institutions. They are also into the solutions to end users at an affordable cost. Alongside provide necessary technical support, services, so our customers get the best value for their IT investment and succeed in their IT strategy. The project was undertaken at CSDC Pvt. Ltd, Bengaluru. The study was made to know Impact of Promotion on Marketing - Mind Mapping Course As in depth study was made to understand the organization as a whole. The study contains the profile of the company, organization chart and function of Departments etc. The information was collected through company guide & other related materials like employees, questionnaires, website, etc. The main objective of study was to identify the negative impact towards the product where a study was made on the promotional activities taken in marketing products and services to the corporates, schools and institutions. Method of collecting primary data was through personnel interview (structured questionnaire) and secondary data has been collected through internet, observation, company manual, etc.
INTRODUCTION
Sales promotion is an initiative undertaken by organizations to promote increases in sales, usage or trial of a product or services. Sales promotion is an important component of an organizations overall marketing strategy along with advertising, public relations, and personal selling. Sale promotion acts as a competitive weapon by providing an extra incentive for the target audience to purchase or support one brand over another. It is particularly effective in spurring product trial and unplanned purchases Most marketers believe that a given product or service has an established perceived price or value and they used sales promotion to change this price value relationship by increasing the value and lowering the price compared with other components of the marketing mix ( advertising, publicity, personal selling ). In determining the relative importance to place sales promotion in the overall marketing mix, an organization should consider its marketing budget, the stage of the product in the life cycle, the nature of competition in the market, the target of the promotion and the nature of the product. For example, sales promotion is particularly attractive alternative when the budget is limited. In addition, sales promotion can be effective tool in a highly competitive market, when the objective is to convince retailers to carry a new product or influence consumer to select it over those of competitors. More so, sales promotion tends to work best when it is applied to impulse items whose features can be judged at the point of purchase, rather than more complex, expensive items that might require hands on demonstration. Sales promotion includes communication activities that provide extra value .or incentive to ultimate consumers, wholesalers, retailers or other organizational customers.
TITLE OF THE PROJECT A Study on Impact of Promotion on Marketing Mind Mapping Course
OBJECTIVE OF THE STUDY

1.
To know the impact of promotion through advertising of the product.
2. To identify the market potential for Mind mapping product.

3.
To find the customers interest towards product.
4. To know the vital communication media between the company and its customers.
SCOPE OF THE STUDY

The study is confined to Bengaluru City Karnataka Area of Study is Banshankari Layout
LIMITATIONS
This study like any other research inherits certain limitations and they are as under: Due to limitation of time, a comprehensive study could not be carried out and is restricted to some areas.
The sample size is quite small in contrast to the population of the city, therefore the results acquired may be biased. The survey administered to businesspersons, professionals who hardly find any time to interact with us, which results in lack of co-operation from the respondents.
RESEARCH METHODOLOGY
Data Source
: :
Primary Data (Field Survey) Secondary Data-Internet, Organization Records Bengaluru (Banshankari) Survey Method Questionnaire Businessmen, Managers & Professionals Convenience Sampling 40 respondents
Area of Research Research approach Research Instrument Sample Unit Sampling Method Sample size
: : : : : :
LITERATURE REVIEW Sales Promotion

Sales Promotion is becoming an increasingly important tool of the communication mix, accounting for a significant part of the marketing budget, and specifically for the communication budget. Besides, sales promotions have been considerably increasing their weight over total sales in the last few years. Sales promotion is an activity in which different business areas need to get involved and coordinated, such as the marketing, commercial and production departments. Therefore, and according we can define sales promotions as: The combined activities undertaken by a firm as a result of an incentive offer, during a given period of time, involving different functional areas in the organization, and in order to achieve certain business objectives. Promotion is not enough to have good products sold at attractive price. To generated sales and profits, the benefits of products have to be communicated to customers. Promotion is, therefore, about companies communicating with customers A business total marketing communication program is called promotional mix The Five Main Element of Promotional Mix is:o Advertising o Direct Marketing o Personal Selling o Sales Promotion o Public Relation Tools
PROMOTIONAL MIX It is helpful to define the five main elements of the promotional mix before considering their strengths and limitations. Advertising Advertising is any paid form of non-personal communication of ideas or products in the "prime media": i.e. television, newspapers, magazines, billboard posters, radio, cinema etc. Direct marketing Direct marketing creates a direct relationship between the customer and the business on an individual basis. Personal Selling Personal selling refers to oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale". Sales Promotion Sales promotion refers to the provision of incentives to customers or to the distribution channel to stimulate demand for a product. Public Relations Public relations is the communication of a product, brand or business by placing information about it in the media without paying for the time or media space directly
Advertising Advertising is any paid form of non-personal communication of ideas or products in the "prime media": i.e. television, newspapers, magazines, billboard posters, radio, cinema etc. Advertising is intended to persuade and to inform. The two basic aspects of advertising are the message (what you want your communication to say) and the medium (how you get your message across) Direct Marketing Direct marketing is concerned with establishing an individual relationship between the business offering a product or service and the final customer. Direct marketing has been defined by the Institute of Direct Marketing as: The planned recording, analysis and tracking of customer behavior to develop a relational marketing strategies The process of direct marketing covers a wide range of promotional activities you may be familiar with. These include: Direct-response adverts on television and radio Mail order catalogues E-commerce Magazine inserts Direct mail Telemarketing Promotion- Push and Pull Strategies "Push or Pull"? Marketing theory distinguishes between two main kinds of promotional strategy - "Push" and "Pull".
Push A push promotional strategy makes use of a company's sales force and trade promotion activities to create consumer demand for a product. The producer promotes the product to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers. A good example of "push" selling is mobile phones, where the major handset manufacturers such as Nokia promote their products via retailers such as Carphone Warehouse. Personal selling and trade promotions are often the most effective promotional tools for companies such as Nokia - for example offering subsidies on the handsets to encourage retailers to sell higher volumes. A "push" strategy tries to sell directly to the consumer, bypassing other distribution channels (e.g. selling insurance or holidays directly). With this type of strategy, consumer promotions and advertising are the most likely promotional tools. Pull A pull selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product. If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers. Personal Selling Personal selling is oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale" Personal selling is one of the oldest forms of promotion. It involves the use of a sales force to support a push strategy (encouraging intermediaries to buy the product) or a pull
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strategy (where the role of the sales force may be limited to supporting retailers and providing after-sales service).
There are six main activities of a sales force: (1) Prospecting - trying to find new customers (2) Communicating - with existing and potential customers about the product range (3) Selling - contact with the customer, answering questions and trying to close the sale (4) Servicing - providing support and service to the customer in the period up to delivery and also post-sale (5) Information gathering - obtaining information about the market to feedback into the marketing planning process (6) Allocating - in times of product shortage, the sales force may have the power to decide how available stocks are allocated Advantages of personal selling Personal selling is a face-to-face activity; customers therefore obtain a relatively high degree of personal attention The sales message can be customised to meet the needs of the customer The two-way nature of the sales process allows the sales team to respond directly and promptly to customer questions and concerns Personal selling is a good way of getting across large amounts of technical or other complex product information The face-to-face sales meeting gives the sales force chance to demonstrate the product Frequent meetings between sales force and customer provide an opportunity to build good long-term relationships
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Disadvantages of using personal selling The main disadvantage of personal selling is the cost of employing a sales force. Sales people are expensive. In addition to the basic pay package, a business needs to provide incentives to achieve sales (typically this is based on commission and/or bonus arrangements) and the equipment to make sales calls (car, travel and subsistence costs, mobile phone etc). In addition, a sales person can only call on one customer at a time. This is not a costeffective way of reaching a large audience.
Sales Promotion An activity designed to boost the sales of a product or service. It may include an advertising campaign, increased PR activity, a free-sample campaign, offering free gifts or trading stamps, arranging demonstrations or exhibitions, setting up competitions with attractive prizes, temporary price reductions, door-to-door calling, telemarketing, and personal letters on other methods. More than any other element of the promotional mix, sales promotion is about action. It is about stimulating customers to buy a product. It is not designed to be informative a role which advertising is much better suited to. Sales promotion is commonly referred to as Below the Line promotion. Sales promotion can be directed at: The ultimate consumer (a pull strategy encouraging purchase) The distribution channel (a push strategy encouraging the channels to stock the product). This is usually known as selling into the trade Methods of sales promotion
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There are many consumer sales promotional techniques available, summarized in the table below
Price promotions Price promotions are also commonly known as price discounting These offer either (1) a discount to the normal selling price of a product, or (2) more of the product at the normal price. Increased sales gained from price promotions are at the expense of a loss in profit so these promotions must be used with care. A producer must also guard against the possible negative effect of discounting on a brands reputation Coupons Coupons are another, very versatile, way of offering a discount. Consider the following examples of the use of coupons: - On a pack to encourage repeat purchase - In coupon books sent out in newspapers allowing customers to redeem the coupon at a retailer - A cut-out coupon as part of an advert - On the back of till receipts Use of coupon promotions is, therefore, often best for new products or perhaps to encourage sales of existing products that are slowing down. Gift with purchase The gift with purchase is a very common promotional technique. It is also known as a premium promotion in that the customer gets something in addition to the main purchase.
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This type of promotion is widely used for: - Subscription-based products (e.g. magazines) - Consumer luxuries (e.g. perfumes)
Competitions and prizes Another popular promotion tool with many variants. Most competition and prize promotions are subject to legal restrictions. Money refunds Here, a customer receives a money refund after submitting a proof of purchase to the manufacturer. These schemes are often viewed with some suspicion by customers particularly if the method of obtaining a refund looks unusual or onerous. Point-of-sale displays Research into customer buying behaviour in retail stores suggests that a significant proportion of purchases results from promotions that customers see in the store. Attractive, informative and well-positioned point-of-sale displays are, therefore, very important part of the sales promotional activity in retail outlets. Public Relations The planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics What is meant by the term publics in the above definition? A business may have many publics with which it needs to maintain good relations and build goodwill. For example, consider the relevant publics for a publicly-quoted business engaged in medical research: Employees Shareholders Trade unions
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The media Government and politicians
The role of public relations is to: Identify the relevant publics Influence the opinions of those publics Public Relations Techniques There are many techniques available to influence public opinion, some of which are more appropriate in certain circumstances than others Consumer communication Customer press releases Trade press releases Promotional videos Consumer exhibitions Competitions and prizes Product launch events Business communication Corporate identity design Company and product videos Direct mailings Web site Trade exhibitions In-house newsletters and magazines Intranet , Notice boards, Email Financial media relations
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Annual report and accounts
CHAPTER NO-2
INDUSTRY PROFILE ORGANIZATION PROFILE PRODUCTS AND SERVICES ORGANIZATION CHART SWOT ANALYSIS MEASURING TOOLS
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INDUSTRY PROFILE
Information technology (IT) is defined as the design, development, implementation and management of computer-based information systems, particularly software applications and computer hardware. Today, it has grown to cover most aspects of computing and technology. The reason why it has catapulted in importance is due to the improving accessibility, awareness and utility of technology. It is a common fact that a countrys IT potential is paramount for its march towards global competitiveness, healthy GDP and defense capabilities. IT professionals perform a variety of duties ranging from data management, networking, engineering computer hardware, database and software design, to the management and administration of entire systems. With the already high penetration of conventional personal computer and network technology, coupled with the growing convergence of information, communication and entertainment, the industry is now keenly focused on the integration with other technologies such as mobile phones, automobiles and televisions etc, thereby increasing the demand for such jobs. The largest firms globally include IBM, HP, Dell and Microsoft.
Performance
In India, it is important to make the distinction between IT and ITES (IT enabled services). The latter refers to services delivered over telecom networks/ Internet to a range of external business areas (Colloquially referred to as KPO and BPO) and is treated elsewhere on this
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website (see ITES industry overview). Hence, we shall focus on the IT industry here by limiting the discussion to electronics hardware manufacturing and software development and services. Despite the unprecedented global economic downturn, the Indian IT industry has weathered the storm well, and will achieve sustainable growth going forward.
India is expected to witness an average 8% salary increase in 2010 and ~50% of companies have strong hiring plans, according to a survey by global HR consultancy Mercer, giving yet another indication of the high confidence levels among the countrys corporate houses after the economy staged a faster-than-expected recovery from the slowdown.While the larger players continue to lead growth, gradually increasing their share in the industry aggregate, several high-performing small and medium enterprises have also stood out.
Growth Potential
The strong demand for electronic hardware and software in India has been fuelled by a variety of drivers including the high growth rate of the economy, emergence of a vast domestic market catering to the new generation of young consumers, a thriving middleclass populace with increasing disposable incomes and a relatively low-cost work force having advanced technical skills. Indeed, the Government has also identified growth of this sector as a thrust area as there remains great expectation for significant growth given the fairly low levels of penetration of technology among the 1.1 billion population; There were only 60 million Internet users in 2009, 7 million DVD players and personal computers were sold in 2008-09, and 11 million new mobile subscribers were added every month in the same period. In this scenario there is now a big opportunity to step up the production to gain higher global share besides meeting the domestic demands. The Indian IT sector has also built a strong reputation for its high standards of software development ability, service quality and information security in the foreign market- which
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has been acknowledged globally and has helped enhance buyer confidence. The industry continues its drive to set global benchmarks in quality and information security through a combination of provider and industry-level initiatives and strengthening the overall frameworks, creating greater awareness and facilitating wider adoption of standards and best practices.
Future Prospects
The industry is likely to continue growing from strength to strength, as local players incorporate best in class practices from global counterparts whilst retaining their edge in terms of lower cost of labor and focused governmental investments. New graduates with degrees in related fields such as electrical engineering and computer science can hope to achieve significant professional growth and a healthy remuneration from companies looking to hire the best talent available, given the high proportion who leave to pursue jobs in this sector overseas. The Indian information technology (IT) industry has played a major role in placing India on the international map. The industry is mainly governed by IT software and facilities for instance System Integration, Software experiments, Custom Application Development and Maintenance (CADM), network services and IT Solutions. According to Nasscom's findings Indian IT-BPO industry expanded by 12% during the Fiscal year 2009 and attained aggregate returns of US$ 71.6 billion. Out of the derived revenue US$ 59.6 billion was solely earned by the software and services division. Moreover, the industry witnessed an increase of around US$ 7 million in FY 2008-09 i.e. US$ 47.3 billion against US$ 40.9 billion accrued in FY 2008-09
IT Outsourcing in India
As per NASSCOM, IT exports in business process outsourcing (BPO) services attained revenues of US$ 48 billion in FY 2008-09 and accounted for more than 77% of the
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entire software and services income. Over the years India has been the most favorable outsourcing hub for firm on a lookout to offshore their IT operations. The factors behind India being a preferred destination are its reasonably priced labor, favorable business ambiance and availability of expert workforce.
Considering its escalating growth, IBM has plans to increase its business process outsourcing (BPO) functions in India besides employing 5,000 workforces to assist its growth. In the next few years, the industry is all set to witness some multi-million dollar agreements namely: A 5 year agreement between HCL Technologies and News Corp for
administering its information centers and IT services in UK. As per the industry analysts, the pact is estimated to be in the range of US$ 200-US$ 250 million. US$ 50 million agreement between HCL Technologies and Meggitt, UK-based
security apparatus manufacturer, for offering engineering facilities. Global giant Walmart has short listed there Indian IT dealers namely Cognizant
Technology Solutions, UST Global and Infosys Technologies for a contract worth US$ 600 million
India's Domestic IT Market

India's domestic IT Market over the years has become one of the major driving forces of the industry. The domestic IT infrastructure is developing contexts of technology and intensity of penetration.
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In the FY 2008-09, the domestic IT sector attained revenues worth US$ 24.3 billion as compared to US$ 23.1 billion in FY 2007-08, registering a growth of 5.4%. Moreover, the increasing demand for IT services and goods by India Inc has strengthened the expansion of the domestic market with agreements worth rising up extraordinarily to US$ 100 million. By the FY 2012, the domestic sector is estimated to expand to US$ 1.7 billion against the existing from US$ 1 billion.
Government initiative in India's domestic IT Market

The Indian government has established a National Taskforce on IT with an aim
of formatting a durable National IT Policy for India. Endorsement of the IT Act, which offers an authorized structure to assist
electronic trade and electronic operations.
Major investments in India's domestic IT Market
According to Andhra Pradesh Government the state's SEZs and Software
Technology Parks of India (STPI) will witness an investment of US$ 3.27 billion in the next few years. VMware Inc, San Francisco-based IT firm is looking forward to invest US$ 100
million by 2010 in India. 2014 EMC Corporation's total Indian assets is expected to reach US$ 2 billion by
Future of Indian IT Industry

The Indian IT sector persists to be one of the flourishing sectors of Indian financial system indicating a speedy expansion in the coming years. As per NASSCOM, the Indian IT exports are anticipated to attain US$ 175 billion by 2020 out of which the domestic sector will account for US$ 50 billion in earnings.
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In total the export and domestic IT sector are expected to attain profits amounting to US$ 225 billion along with new prospects from BRIC nations and Japan for its outsourcing operations.
The India Software Industry has brought about a tremendous success for the emerging economy. The software industry is the main component of the Information technology in India. India's pool of young aged manpower is the key behind this success story. Presently there are more than 500 software firms in the country which shows the monumental advancement that the India Software Industry has experienced. The Indian Software Industry has grown from a mere US $ 150 million in 1991-92 to a staggering US $ 5.7 billion in 1999-2000. No other Indian industry has performed so well against the global competition. According to statistics, India's software exports reached total revenues of `46100 crores. The total share of India's exports in the global market rose form 4.9 per cent in 1997 to 20.4 percent in 2002-03.
It is expected that the India Software Industry will generate a total employment of around four million people, which accounts for 7 per cent of India's total GDP, in the year 2008. Today, the Software Industry in India exports software and services to nearly 95 countries around the world. The share of North America (U.S. & Canada) in India's software exports is about 61 per cent. In 1999-2000, more than one third of Fortune 500 companies outsourced their software requirements to India. The Government has also played a vital role in the development of the India Software Industry. In 1986, the Indian government announced a new software policy which was designed to serve as a catalyst for the software industry. This was followed in 1988 with the
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World Market Policy and the establishment of the Software Technology Parks of India (STP) scheme. In addition, to attract foreign direct investment, the Indian Government permitted foreign equity of up to 100 percent and duty free import on all inputs and products. The software industry being the main component of the IT Industry in India has also helped the IT sector in India to grow at a good pace. As per the proceedings taking place in the software industry the future of the India Software Industry looks promising.
COMPANY PROFILE
ABOUT US
CSDC Pvt. Ltd. was incorporated in the year 2008 with an objective of providing state of the art Information Technology products and solutions to end users at an affordable cost. Alongside provide necessary technical support, services, so our customers get the best value for their IT investment and succeed in their IT strategy. As the name goes, CSDCs (Collaborative Software Development and Consulting) core vision is all about collaborative work targeted to deliver greatest value for money for its customers whilst operating in a transparent and high visibility environment.
BACKGROUND
Born out of a meeting of like minded individuals over a tea time talk, the business model and strategy of the company is based on the strong fundamentals of collaborating at all levels of our business interactions, whether be it dealing with our own associates, partners, external vendors or customers.
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We believe Collaboration among all players and stake holders is the key to overall success of any endeavor. Continuous engagement and cross visibility enables all parties to mutually understand the business needs, concerns clearly and help the delivery teams to provide quality service, on time, within allocated budgets. Such mode of operations would ensure win-win situation for all the stakeholders.
CSDC Pvt. Ltd. is promoted by IT professionals and entrepreneurs who have a combined experience of more than one hundred man years in the information Technology Industry and their diverse experience in Marketing, Sales, Support, Development and Customer relationship management comes from having worked with start-ups to Fortunte 500 companies across the globe. Since its incorporation CSDC has forged alliances with Microsoft, Sun Micro Systems, Reliance, Nokia, Tally, Micro World, Dell, Acer, IBM etc and has been supporting, providing the system integration around the above range of hardware, software and telecom solutions. CSDC is a startup company perfectly posed for growth, backed by passion and commitment to make sure our clients succeed. And when our clients succeed our growth would be a natural outcome.
VISION
All about collaborative work targeted to deliver greatest value for money for its customers whilst operating in a transparent and high visibility environment.
MISSION
To be the pioneer in people centric knowledge management and to ensure that our people are committed to add value, deliver quality and to ensure that the business as a whole is dynamic and forward moving.
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VALUES
1. Honesty 2. Discipline 3. Quality at all stage 4. Transparency 5. Hard work and sincerity
QUALITY POLICY
Collaborative Software Development and Consultancy Pvt Ltd values its goal of superior end-to-end solutions and services in all levels of business activities for superlative customer satisfaction with maximized ethical integrity, accuracy, committed expertise and acumen, above all
GLOBAL STAFFING
CSDC Global Services provides you with the resources and solutions you require to succeed. Its simple, really. We are passionate about your success and want to see our clients thrive. We focus on responsiveness by providing immediate solutions for technical assistance Our people so are you consultants can with get more the than results just you need. know-how. We provide Advanced Technology Specialists to clients in need of technical expertise. technical Our people are: Leaders, Strategists, Communicators, and Engineers. We are the business solutions that drive the bottom line. Your responsibilities are complex. You may need to redesign your business processes to improve customer service, streamline operations, convert and connect legacy applications to N-tier, web-based or mobile environments.
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SERVICES WE OFFER
Staffing (Direct placement, Temporary or Contract) Custom Software Application Development Re-engineering of Legacy Applications Portal Design and Development Statement of Work/Project
Business Consulting
Take advantage of our professional consulting services to deliver on turnkey projects. Whether you`re evaluating current operations, considering IS expansion or consolidation options, planning facilities, or looking to ensure that a migration project runs smoothly, CSDC offers consultants and project managers with the level of extensive experience you need. For each engagement, we provide a project plan that outlines the services we will perform, the process our team will follow, and the key milestones we will reach. Each project stays on track and within budget. With our unique office productivity tracking tool offering you will be in control of every step of the project delivery lifecycle.
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What is a Mind Map?

A Mind Map is a highly effective way of getting information in and out of your brain - it is a creative and logical means of note-taking and note-making that literally "maps out" your ideas. All Mind Maps have some things in common. They have a natural organizational structure that radiates from the center and use lines, symbols, words, color and images according to simple, brain-friendly concepts. A Mind Map converts a long list of monotonous information into a colorful, memorable and highly organized diagram that works in line with your brain's natural way of doing things.
Only to understand a Mind Map is comparing it to a map of a city. The city center represents the main idea; the main roads leading from the center represent the key thoughts in your thinking process; the secondary roads or branches represent your secondary thoughts, and so on. Special images or shapes can represent landmarks of interest or particularly relevant ideas.
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The Mind Map is the external mirror of your own radiant or natural thinking facilitated by a powerful graphic process, which provides the universal key to unlock the dynamic potential of the brain. The Five Essential Characteristics of a Mind Map:

The main idea, subject or focus is crystallized in a central image. The main themes radiate from the central image as 'branches'. The branches comprise a key image or key word drawn or printed on its associated line. Topics of lesser importance are represented as 'twigs' of the relevant branch The branches form a connected nodal structure.
Fig I
Fig II
The Brain's Natural Architecture and Foundation of Mind Maps

What happens in your brain when you taste a ripe pear, smell flowers, listen to music, watch a stream, touch a loved one, or simply reminisce? The answer is both simple and amazingly complex. Each bit of information entering your brain, every sensation, memory or thought, which incorporates every word, number, code, food, fragrance, line, color, image, beat, note and texture can be represented as a central sphere from which radiate tens,
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hundreds, thousands, even millions of hooks. Each hook represents an association, and each association has its own infinite array of links and connections. From this gigantic information processing ability and learning capacity derives the concept of Radiant Thinking of which the Mind Map is a manifestation. Your brain's Radiant Thinking pattern may thus be seen as a gigantic Branching Association Machine - a super bio computer with lines of thought radiating from a virtually infinite number of data nodes.
The Power of Images

If the Radiant Thinking ability of the brain can be applied to the 'left cortical skill' of words, can the same power be applied to the 'right cortical skill' of imagination and images? In 1970 Scientific American magazine published Ralph Haber's research showing that individuals have a recognition accuracy of images between 85 and 95 percent. There is a well-known quote, "A picture is worth a thousand words". We associate and remember images because they make use of a massive range of your cortical skills, especially imagination. Images can be more evocative than words, more precise and potent in triggering a wide range of associations, thereby enhancing creative thinking and memory. These findings support the argument that the Mind Map is a uniquely appropriate tool. It not only uses images, it is an image.
Business and Mind Maps

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It is easy to see how placing any word/image in the center of a page, and then allowing the Radiant Thinking associations to occur, quickly generates a vast and unique collection of related ideas. As classical brainstorming provides a great diversity of ideas, each individual involved in creating a Mind Map becomes an extremely valuable part of the process. It is therefore the perfect tool for business people to share ideas and build-up information for a particular subject. Mind Maps: Improve brainstorming sessions organize and clarify thinking about an idea improve communication and collaboration optimize project planning save time and increase productivity
This means workers can operate far more effectively, generate more stimulating ideas and essentially, people become more effective in their jobs. In summary, Mind Mapping has a whole range of advantages that help make your life easier and more successful. The Mind Map helps you to gather more information, organize the information and gain immediate access to that information when you need it again.
Education and Mind Maps

Students of all ages have discovered the advantages of applying Mind Maps to their studies. Whether you are note-taking from a teacher, a book, a computer or a video, or note-making for an essay, a report, or a web site, the simple, flexible collection of the key data facilitates the processes of learning, thinking, ordering, creating and remembering. Furthermore, all subjects areas and textbooks can be Mind Mapped.
Traditional note-taking methods:

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obscure the key words and information are not easily memorable waste time with the quantity of connecting words are not using all the cortical skills, and so do not creatively stimulate the brain.
Mind Mapping with Computers The advent of the personal computer has caused a revolution in how we work and think. An endless number of tasks that were once carried out on paper can now be done with a PC, and the creation of Mind Maps is no exception.
Features that make Mind Mapping on a computer so attractive are

Information can be added as fast as you can type - and it is neat! Editing all aspects of the Mind Map is easy, without having to redo the whole Mind Map. Clipart, digital images, audio and video clips can be inserted. Colors can be added to words or branches to highlight associations. Connections are shown with easily generated links or arrows. A large Mind Map can be divided and linked to a new Mind Map file. A Mind Map does not have to be limited to the boundaries of a printed page
Features of Mind Mapping software:

Ease of use Variety of templates available Number of different layouts (Mind Map, Top-Down, Left-Right, Outline, Timeline, Gantt Chart etc.)
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Integration with MS Office (import/export to Word, PowerPoint, Excel, Outlook, Project) Availability of other export formats such as HTML, picture and XML Handling of task information and project management rules
Mind Mapping Software for Project Management Mind View allows you to brainstorm your project plan (WBS) digitally and transfer the plan into our built-in Gantt Chart, Timeline or export to Microsoft Project. Whether you are looking to optimize the initial planning stage or make Gantt Charts easier, Mind View is the right Mind Mapping Software for you!
Mind Mapping Software as a Productivity Tool There are many Mind Mapping software programs available and some of them are even free. So you may ask yourself, Why should I pay for mind mapping software? Its simple you get what you pay for. Once you start creating mind maps you realize that to be truly productive it is important to be able to convert the mind map into other media such as a Word document or PowerPoint presentation. Using MindView as your mind mapping software gives you the industrys best Microsoft Office integration. Export to and Import from Microsoft Word, PowerPoint, Excel, or create an HTML website.
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PRODUCTS AND SERVICES Products

Educational Institute Administration SMS Suite A User Friendly and Cost Effective Tool to automate the whole administration of an Institute or a Group of Institutes. It covers all the possible needs of an Institute from Student and staff management to Infrastructure management, from vendor management to Library Management. The necessary information traverses through the concerned people in a matter of seconds as SMS alerts. Because Teachers are meant to guide and teach not to do the clerical jobs like sending the absentees letters to parents, calculating the attendance etc. Easy to get implemented and start working with. No such product available in the market which takes care of as many things as EIASS does.
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Because only EIASS covers all the activities of your institute, no need to have other tools of automation like individual Library Management System, Ledger Management System, and Tally etc.
Mind Mapping Software
The main idea, focus is crystallized in a central image. The main themes radiate from the central image as 'branches'. The branches comprise a key image word drawn or printed on its associated line. Topics of lesser importance are represented as 'twigs' of the relevant branch The branches form a connected nodal structure.
Networking
Diagnostic and find computer problems Comprehensive preventative maintenance services Software and hardware upgrades Laptop repair/upgrade Data backup and recovery Restore hard drive, flash drive information After format or virus damage Special backup recovery system DVD
Accessories
Detailed Computer Accessories Description Specifications
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17 LCD Mainboard, Inverter, OSD Control Board, Adaptor 26 Adjustment functions including auto Geometry adjustment phase, Clock, sharpness, Saturation, Color, auto color balance, OSD display time K 1205 Adapter Output: DC 12V
Services
Our Computer Service Include Onsite Repair and Consulting Full Computer System Sales and Service including laptops Custom system integration Computer and Internet Security
AMC
Annual Maintenance Service
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CSDC groups Pvt. Ltd also provides Annual maintenance Service Contracts to customers. The Annual Service Contracts are provided on Computers and Printers. Once the machines are covered under annual Maintenance contracts it provides non comprehensive insurance on the Items listed.
ORGANIZATION CHART
Managing Director
Chief Operating Officer
HR Manager
Developme nt Team
Implementati on & Training
Marketing Team
System Administrato rs
Web Designer
Tester
Subordina te
Subordina te
Subordina te
Subordina te
Subordina te Subordina te Subordina te
Subordina te
B.L.D.E.As A. S. PATIL COLLEGE OF COMMERCE, Subordina Subordina Subordina MBA PROGRAMME (AUTONOMOUS) te te te Mr. Ravikumar. S. Kannolli
Subordina te
Subordina te
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DEPARTMENTAL STUDY
There are seven departments at Collaborative Software Development and Consultancy Pvt. Ltd. They are: 1. Marketing Department 2. System Administrator & Administrative Department. 3. Implementation and Maintenance Department 4. Human Resource Department 5. Web Designing Department 6. Application Development Department 7. Testing Marketing department Marketing is an integrated communications-based process through which individuals and communities discover that existing and newly-identified needs and wants may be satisfied by the products and services of others.
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Marketing department at CSDC PVT LTD is headed by marketing manager under whom development executives & all other executives works. CSDC Pvt Ltd clients are all educational institutes and hospitals.
Organization Chart of Marketing Department
Marketing Manager
Development Executive
Executives
Marketing Strategy of Collaborative Software Development and Consultancy Pvt. Ltd

Products of Collaborative Software Development and Consultancy Pvt. Ltd Mind Mapping EIASS HCM Network Diagnostic AMC
Advertisements
Advertisement of the products of the Collaborative Software Development and Consultancy Pvt Ltd is done through the number of ways i.e. through Tele- calling, cold visits, e-mail marketing, conferences, Websites.
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Distribution of products
Channel of the Distribution
CSDC Pvt. Ltd
Business houses (End users)
Promotion
Promotion is done to improve the sales of the products of the firm & to make customers aware about the firms product. Promotion at Collaborative Software Development and Consultancy Pvt Ltd is done through campaigns like Fairs & Exhibitions which are conducted yearly.
Pricing
Pricing is done on the basis of the cost of development of the product & its profit margin. This Cost includes costs like license cost, Customization cost, Maintenance cost, Administration costs (service cost) & miscellaneous costs incurred while developing the products & delivering the services.
Marketing Process
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Marketing manager gets orders from the clients & get their requirements & plan with technical team & management team then sends quotation to client. Then get order from the customer then deliver the product to clients as per their specifications. Then after sales services like Maintenance services is given to the customer.
Marketing Process
Data Mining
Cold Calling E- Mail Campaign
Visit to Customers
Proposal
Deal
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ADMINISTRATIVE DEPARTMENT
This department consists of the people and the staff that deals with the organization functions such as Health Safety and welfare of employees. Maintaining the records. Supplying necessary equipments to each department. Keeping organization sound and protective. Integrating change techniques. Industrial relations. Providing Hygienic cafeteria to the employees.
Finance & Accounting Outsourcing Services

Businesses are under increasing pressure to improve performance and reduce costs. Although the emphasis has often been on reducing cost, there is a trend towards outsourcing to enable strategic change. The real value to be gained is that the retained finance function can focus on working more closely with the business to provide business partnering and help improve decision making Outsourcing financial operations can encourage businesses to be more innovative and focused on value creation.
HR Department
Human resource department consists of the people that staff & operate an organization. It is an organizational function that deals with the people.
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There are 35 employees working at CSDC Pvt. Ltd. The Sources of Recruitment at CSDC Pvt. Ltd are Portals i.e. Naukri.com Employee referrals Internal database generated through the email Campus placements. Consultancies.
Application Development Department

CSDCs experience in Application Development covers a broad range of business, scientific and mission system for enterprise of all sizes and degrees of complexity. CSDCs strong technical team equipped with good experience of design, develop, deploy, and maintain robust and portable applications throughout the software lifecycle, simultaneously ensuring these applications are tailored to the needs of clients. CSDC has wide expertise in developing Applications for verticals like knowledge management, ERPs, mind mapping and hospital management. CSDCs mature Project
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Methodology and Delivery Model is based on frame work for Software Development Life Cycle (SDLC) which helps in dividing the huge amount of development and implementation task into discrete phase and activities so that Project Managers, Team Members and Client are able to manage the development of software with predictability and reliability. CSDCs project management and technical architects ensure that clients requirements are clearly defined and successfully implemented throughout the project lifecycle. The processes focus on early and ongoing user involvement via screen designs and use-case analysis. CSDCs phased approach in smaller releases allows for early system verification and facilitates easier system evolvement for business requirement changes. The services provided under CSDCs application development portfolio are: Customized application design, development, and implementation Product Development Systems integration/consolidation Re-engineering, performance tuning. Implementation of packages
Web Designing Department

In software engineering, a web application or web application is an application that is accessed via web browser over a network such as the Internet or an intranet. It is also a computer software application that is coded in a browser-supported language (such as HTML, JavaScript, Java, etc.) and reliant on a common web browser to render the application executable. Web applications are popular due to the ever presence of a client, sometimes called a thin client. The ability to update and maintain web applications without distributing and installing software on potentially thousands of client computers is a key reason for their
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popularity. Common web applications include webmail, online retail sales, online auctions, wikis and many other functions. CSDC is a powerful platform for building and deploying database application over the Internet or an intranet. In CDSC there is a particular department for web designing with well expertise and specialist (in web designing) employees (developer). Web Designing department at CSDC PVT LTD is headed by department manager under Team Leader (At CSDC Team Leader also called as Project Manager) & Co-Designers.
Implementation and Maintenance Department

Implementation stage of software development is the process of converting a system specification into an executable system. It always involves processes software design and programming but if an evolutionary approach to development is used, may also involve refinement of the software specification. Software Maintenance is the general process of changing a system after it has been delivered. The changes may be simple changes to correct coding errors, more extensive
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changes to correct design errors or significant enhancement to correct specification errors or accommodate new requirements. Implementation and Maintenance department helps in assuring the quality of the products. CSDCs has two teams namely the PRODUCT TEAM and the SERVICE TEAM. PRODUCT TEAM: this team deals with the product upgrades and enhancement and the SERVICE TEAM work resumes from the time the application is installed at the customer end. Service team handles the issues related to the product & the queries of the customers and the issue resolved.
SWOT ANALYSIS
Strength
Service delivery methodology is designed to ensure that each client has its own dedicated staff thus ensuring all firms receive the same service. Work at Collaborative Software Development and Consultancy Pvt. Ltd is subject to a combination of 100% quality check and senior review. Controls have been developed specifically to meet the industry requirements and are subject to compliance and internal audit protocols.
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Expertise in new technologies Existing long term clients relationship
Weakness Opportunity Expansion of existing relationship Leverage relationship in North Karnataka to access new markets Indian domestic market growth Expansion of new market in upper region on INDIA. In similarities with other software multinational the company also focuses on a very restricted area. Less expansion plans. Less number of staff.
Threats Rising employees cost. Competition from other countries and MNC Companies.
CHAPTER 3
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MARKETING RESEARCH RESULTS AND DISCUSSION WITH GRAPHS AND CHART RESEARCH FINDINGS AND SUGGESTION
CONCLUSTION
Define the Research problem
Estimate the value of information
Select the value of information
Select the Data Collection Method
Select the Measurement Technique RESEARCH DESIGN
Select the Sample
Select the Analytical Approach
Organizing Field Work B.L.D.E.As A. S. PATIL COLLEGE OF COMMERCE, MBA PROGRAMME (AUTONOMOUS) Mr. Ravikumar. S. Kannolli Analyze the Data and Report Problem
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DATA INTERPRETATION
1. Are you aware about Mind Mapping Course?
Frequency Percent
Valid Percent
Cumulative Percent
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Yes No
40 0
100 0
100 0
100 100
INTERPRETATION: It is observed 100% people are aware about mind mapping course
If Yes, through which media? Frequency Pamphlets Newspaper Family & Friends 35 0 0 Percent 87.5 0 0 Valid Percent 87 0 0 Cumulative Percent 87 87 87
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Internet Magazines Total
5 0 40
12.5 0 100
13 0 100
100 100
INTERPRETATION: It is observed that majority of people i.e. 87% are aware of the mind mapping software through the pamphlets media of advertising. The next majority is of internet as awareness media.
What is your Opinion about Mind Mapping Course Valid Frequency Excellent Good 2 20 Percent 5 50 Percent 5 50 Cumulative Percent 5 55
50
Average Poor Total
18 0 40
45 0 100
45 0 100
100 100
INTERPRETATION: It has been observed that 50% of the sample feels mind mapping as a good course.
Which of the following Promotional Mix you have come across so far?
Frequency Personal Selling Direct Marketing 40 0
Percent 100 0
Valid Percent 100 0
Cumulative Percent 100 100
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Advertising Sales Promotion Total
0 0 40
0 0 100
0 0 100
100 100
INTERPRETATION: After the survey it is observed that 100% promotion of the product is through personal selling.
What benefit you except more from using Mind Mapping Course? Frequency Clear Thinking Productivity 10 6 Percent 25 15 Valid Percent 25 15 Cumulative Percent 25 40
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New Ideas Memory Power Total
13 11 40
32.5 27.5 100
33 27 100
73 100
INTERPRETATION: It is observed that 33% of the people expect benefits of new ideas from the mind mapping software; the next majority is for enhanced memory power.
Do You Know about Mind Mapping Software?
Frequency Yes 6
Percent 15
Valid Percent 15
Cumulative Percent 15
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No Total
34 40
85 100
85 100
100
INTERPRETATION: The survey suggested about 85% people doesnt have knowledge about mind mapping software, only 15% of samples have knowledge about the software.
How do you react about Mind Mapping Course promotion so far? Frequency Satisfactory 2 Percent 5 Valid Percent 5 Cumulative Percent 5
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Pretty Good Poorly Very Poor Total
22 16 0 40
55 40 0 100
55 40 0 100
60 100 100
INTERPRETATION: 55% sample reaction about the mind mapping software is pretty good. The next majority is for poorly.
TESTING OF HYPOTHESIS CHI SQUARE
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If Yes, through which Media?
Observed N Pamphlets Internet Total 35 5 40
Expected N 20.0 20.0
Residual 15.0 -15.0
Test Statistics
If Yes, through which Media? Chi-Square df Asymp. Sig. 22.500a 1 .000
a. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 20.0.
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Test Statistics What benefit you except more from using Mind Mapping Course?
Observed N Clear Thinking Productivity New Ideas Memory Power Total 10 6 13 11 40
Expected N 10.0 10.0 10.0 10.0
Residual .0 -4.0 3.0 1.0
What benefit you except more from using Mind Mapping Course? Chi-Square df Asymp. Sig. 2.600a 3 .457
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How do you react about Mind Mapping Course promotion so far?
Observed N Satisfactorily Pretty Good Poorly Total 2 22 16 40
Expected N 13.3 13.3 13.3
Residual -11.3 8.7 2.7
Test Statistics
How do you react about Mind Mapping Course promotion so far?
Chi-Square Df Asymp. Sig.
15.800a 2 .000
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RESEARCH FINDINGS
1. After conducting the survey of the Mind Mapping Course, I found that there was no awareness about the course before we approach our prospective customers.
2. The second thing for the non-awareness of mind mapping course was due to the
lack of proper product awareness program or new product launch activity.
3. There were no other promotion mix activities rather than personal selling. 4. Long term planning for advertisement and short-term planning for promotional
activity helps in boosting the sales.
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SUGGESTIONS
There are some the important methods that can be useful to improve the promotional activities towards Mind Mapping Course.
1. Sales promotion includes a wide variety of promotion tools and techniques uses.
The important method are a) Consumer promotion tools In this they should provide discounts directly to customers.
b) Sales men promotion tools

Company should provide target to sales person so that he works on target, and on achieving targets the company should provide good packages like tour package, gifts, bonus etc.,
2. Some of the other measures, which the company should provide good
advertisements to increase the awareness about the course in the market The company should improve their quality of the service.
3. After providing the efficient and prompt sales services by the company helps the
dealers to take care of any customer complaints which results in stronger sales promotions activities, this leads to increase sale.
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CONCLUSION
The company CSDC Pvt. Ltd is into the sales and services of software and courses which has unique and has good future market but there should be given much importance towards marketing mix strategies i.e., product price, place and promotion, the company should plan different set of promotional strategies and they should give more significance to the advertisement. The company should advertise sales promotional activities by
advertisement to boost the sales. They should make such promotional strategy, which makes the end users attracted towards the product. They should maintain and develop the reputation and image of the company. The company should also looks into the strengths weakness and opportunities of the competitor the strength of the competitors may become the weakness of the company. So always assure that up to date information about the competitors regarding the strategies and new development. The company should search for the opportunities to grow proper in the competitive world. The company should develop the new skill towards market selection positioning brand image and innovative skill. The company should have all the best order in order to effectively competitive with the domestic market successfully and reach its goal more efficiently.
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CHAPTER 4
APPENDIX QUESTIONNAIRE DATA CODE SHEET BIBLOGRAPHY
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QUESTIONNAIRE
Dear Sir/Madam, I am pleased to introduce myself as MBA student of A. S. Patil College of Commerce, MBA Programme, Bijapur. As a part of curriculum I have undertaken a research A Study on Impact of Promotion on Marketing Mind Mapping Course. The information provided by you will be strictly kept confidential and used for academic purpose only. Please co-operate
1. PROFILE
a. Company / Institution Name b. Address c. E-Mail d. Contact Person e. Type of Activity I. Service II. Commerce & Trade III. Manufacturing
2.
: : : :
IV. Others ___
Are you aware about Mind Mapping Course? I. Yes II. No
3.
If Yes, through which Media?

I.
Pamphlets
II. Newspaper V. Magazines
III. Family & Friends
IV. Internet
4. What is your Opinion about Mind Mapping Course

I.
Excellent
II. Good
III. Average
IV. Poor
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5.
Which of the following Promotional Mix you have come across so far?
I.
Personal Selling Advertising
II. Direct Marketing IV. Sales Promotion
II.
6.
What benefit you except more from using Mind Mapping Course? I. Clear Thinking III. New Ideas II. Productivity IV. Memory Power
7. Do you know about Mind Mapping Software? I. Yes

8.
II. No
How do you react about Mind Mapping Course promotion so far? I. Satisfactorily III. Poorly II. Pretty good IV. Very poor
9.
Any Suggestions regarding promotion activities on Mind Mapping Course?
THANK YOU ******
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DATA CODING SHEET
NO 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32
Q1
Q2 (i)
Q2 (ii)
Q3 (i)
Q3 (ii)
Q3 (iii)
Q3 (iv)
Q3 (v)
Q4 (i)
Q4 (ii)
Q4 (iii)
Q4 (iv)
Q5 (i)
Q5 (ii)
Q5 (iii)
Q5 (iv)
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33 34 35 36 37 38 39 40
NO 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Q6 (i)
Q6 (ii)
Q6 (iii)
Q6 (iv)
Q7 (i)
Q7 (ii)
Q8 (i)
Q8 (ii)
Q8 (iii)
Q8 (iv)
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32 33 34 35 36 37 38 39 40
BIBLIOGRAPHY
To obtain more information regarding the present study and to substantiate it with theoretical proof, the following references were made:
Text Books

Marketing Management Marketing Research Quantitative Techniques
V. S. Ramaswamy N. B. Nair S. C. Sharma
Websites
http://www.csdcgroup.com/ http://tutor2u.net/marketing/ http://www.mindmapping.com/
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Chapter No-1: Executive Summary Literature Review Purpose of The Study Objectives

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Collaborative Software Development And Consulting Pvt.

EXECUTIVE SUMMARY INTRODUCTION LITERATURE REVIEW PURPOSE OF THE STUDY OBJECTIVES

Collaborative Software Development And Consulting Pvt. Ltd

Collaborative Software Development And Consulting Pvt. Ltd

Collaborative Software Development And Consulting Pvt. Ltd

OBJECTIVE OF THE STUDY

To know the impact of promotion through advertising of the product.

2. To identify the market potential for Mind mapping product.

To find the customers interest towards product.

SCOPE OF THE STUDY

Collaborative Software Development And Consulting Pvt. Ltd

Collaborative Software Development And Consulting Pvt. Ltd

LITERATURE REVIEW Sales Promotion

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The media Government and politicians

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Annual report and accounts

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India's Domestic IT Market

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Government initiative in India's domestic IT Market

electronic trade and electronic operations.

Major investments in India's domestic IT Market

According to Andhra Pradesh Government the state's SEZs and Software

Future of Indian IT Industry

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What is a Mind Map?

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The Brain's Natural Architecture and Foundation of Mind Maps

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The Power of Images

Business and Mind Maps

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Education and Mind Maps

Traditional note-taking methods:

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Features that make Mind Mapping on a computer so attractive are

Features of Mind Mapping software:

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PRODUCTS AND SERVICES Products

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Mind Mapping Software

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Chief Operating Officer

Implementati on & Training