CHAPTER-1

OBJECTIVES OF THE STUDY

1. To study the products and schemes of ADARSH CREDIT CO-OPERATIVE SOCIETY
LTD.

2: To study how ADARSH CREDIT CO-OPERATIVE SOCIETY LTD approach their

customers.
3: To know the marketing steps involved in ADARSH CREDIT CO-OPERATIVE
SOCIETY LTD.
4: To know how they recruit assistant advisor.

1.2 INTRODUCTION

ADARSH CREDIT CO-OPERATIVE SOCIETY

Biggest Multistate Credit Co-operative Society. ; Operating in 21 Indian states & 1
Union Territory : Rajasthan,Madhya Pradesh,Gujrat,Maharashtra,Punjab,Chhattisgarh,
Delhi,Karnataka,Jammu & Kashmir ,Haryana,Himachal Pradesh,Andhra Pradesh,Tamil
Nadu,WestBengal,UttarPradesh,GOA,Orissa,Uttrakhand,Bihar,Jharkhand,Kerala,Chand
iGarh.
ABOUT ADARSH
Profile
Management Profile
Chairman : Sh. Kamlesh Choudhary
Managing Director : Miss Priyanka Modi
Adarsh Credit Co-Operative Society Ltd., was founded on 18 th Jan. 1999 in a remote
district of western Rajasthan, that is Sirohi better and fondly known as Devnagari of
Rajasthan. The primary objective being uplifting of the social and financial status of

its members by inculcating saving habits amongst them through the spirit of CoOperation, and providing technical and financial support.
The society was initially registered with the Registrar Co-Operative Society, Rajasthan
and its area of operation was confined to a few districts of Rajasthan. It had started its
business with an initial capital of Rs. 2,00,000, around one hundred members and only
one branch at sirohi.
The Principal function of the society is to render financial services to its members and
to reach the nook and corner of the country through branch expansion where Financial
facilities have not reached.
The masses of Rajasthan, responded favorably to the endeavor of the founders of society,
reposed their faith and confidence in the functioning of the organization which naturally
prompted management to extend its reach through a large network from a single branch in
1999 to 2007. 29th feb 2008 would go down in the annals of the society as a Red Letter
Day because society was granted the status of multistate co-operative society by govt. of7
India, Ministry of Agriculture and we got the permission to serve the member

in the state of Madhya Predesh.Feb 2009 once again added yet another feather in our cap,
when the society was granted the permission to enter the states of Gujarat,Chattisgarh,
Punjab and Maharashtra. Since then we have never looked back. We are marching ahead
and have created a few financial services lamp posts in Gujarat ,made our presence felt in
Madhya Pradesh and symbolic presence in Punjab with a branch at Abohar. Despite
good presence in urban areas where Adarsh is gradually becoming a house hold name, we
have inconsonance with the principal objective , consciously decided to remain rural
oriented. There is a large network of not only branches but strong field staff too
At present we are authorized to render financial services to our members in following
states: Rajasthan, Madhya Pradesh, Gujarat, Maharashtra, Punjab, Chhattisgarh, Delhi,
Karnataka, Jammu & Kashmir, Haryana, Himachal Pradesh, Andhra Pradesh, Tamil
Nadu, West Bengal, Uttar Pradesh

IKUDOS
Our society has also donated sum of Rs. 5 lacs to a Blind Relief society and also to
technical institutes of repute so that it could permit students from down trodden
section of the society to learn computers.
Senior citizens are normally treated by the people as forlorn but we are ever
conscious and with all sense of humility welcome them to Adarsh Pariwar. Not
only we offer a rate 1% higher than the usual rate of interest but also decided to bring
out scheme for all our old/loyal members offering them a bonus of 50% under special
scheme branded as Adarsh Loyalty Bond.
We have also extended support for physically challenged persons by providing
wheeled chairs. We are extremely humble to record that the society is providing
wherewithal to two institutions in tribal belt of Rajasthan taking care of entire needs
of children including the hostel facilities ,book bank and other miscellaneous needs.
Society offers free Accidental Death Insurance of Rs. 50,000 for every account
holder (maximum 2 accounts are covered with total not exceeding Rs.
1,00,000). All our employees/ and members of marketing team are also covered
under Accidental Death Insurance.
Employees of Adarsh Credit Co-Operative Society, Advisors, members of Multilevel Marketing team and their family members (Parents, Spouse and children) are
also eligible for the higher Rate of Interest.
Awards
Adarsh Credit Co-Operative Society has played a pivotal role in sending the message
of Co-Operation and welfare of its members. The impressive growth registered by
the Adarsh Credit Co-Operative Society in terms of deposits, extending credit
facilities to the different segments of membership, providing Financial facilities
through the width and breadth of the hinter land of Rajasthan did not go unnoticed.

+Continuity Plan
During the last General Board Meeting, our society expressed the hope that our
network would reach 225 branches but because of some constraints this has not
been possible. We have set the ball in train to achieve a challenging target of taking
our branch network to 300 in next 6 months.
As a part of future strategy, we have already entered into an agreement with one of the
top technical houses in this country to enable us to render online financial services to
our members. By the end of March 2012, we shall definitely reach a branch network of
600, but the society proposes to launch its own ATM or enter into ATM sharing
arrangement with some bank to provide ATM services to our members in the near
future.

The process of providing insurance services to our members is already in hand and
it is possible that we may clinch the issue shortly. The year 2010-11 could be a
celebration time despite hiccups .Team Adarsh is geared to take a plunge

1.3 PRODUCTS
1.3.1 FIXED DEPOSIT(FD)
A fixed deposit (FD) is a financial instrument provided by banks which provides
investors with a higher rate of interest than a regular savings account, until the given
maturity date. It may or may not require the creation of a separate account. It is
known as a term deposit or time deposit in Canada, Australia, New Zealand, and
the US, and as a bond in the United Kingdom and India. They are considered to be
very safe investments. Term deposits in India and Pakistan is used to denote a larger
class of investments with varying levels of liquidity. The defining criteria for a fixed
deposit is that the money cannot be withdrawn from the FD as compared to
a recurring deposit or a demand deposit before maturity. Some banks may offer
additional services to FD holders such as loans against FD certificates at competitive
interest rates. It's important to note that banks may offer lesser interest rates under
4

uncertain economic conditions. The interest rate varies between 4 and 11 percent. The
tenure of an FD can vary from 7, 15 or 45 days to 1.5 years and can be as high as 10
years. These investments are safer than Post Office Schemes as they are covered by
the Deposit Insurance and Credit Guarantee Corporation (DICGC). However, DICGC
guarantees amount up to 1,00,000 (about ) per depositor per bank. They also offer
Below are reasons why you should open a fixed deposit account today:
BENEFITS OF FD
1. It encourages a savings habit as the money you deposit needs to be in the account
for a period of time without you making any withdrawal.
2. Investing in a fixed deposit account earns you a higher interest rate than depositing
your money in a savings account.
3. You are assured of returns for your investment.
4. The account helps to act as a fall back for your business in the event of a cash flow
squeeze or can be used to meet your future cash requirements.
5. Interest is payable at maturity; annually or monthly depending on the term you
chose or you could use the money to buy assets if you want.
6. You get to choose how long you want to invest your money in a fixed deposit
account ranging from 30 days to ten years.
7. You can choose to have more than one fixed deposit account if you want to save for
different goals.
1.3.2. DAILY DEPOSIT SCHEME
Daily Deposit Scheme is a monetary deposit scheme introduced by Syndicate
Bank, India.

Money can be deposited into an account on daily basis. The amount may be as small
as Rupees five. It can be called a recurring deposit scheme, as the money is deposited
almost daily. The unique characteristic of this scheme is that a bank agent collects the
money daily, from the account holder's doorstep.
This scheme was introduced by Syndicate Bank headquartered at Manipal, Udupi
district of India. The scheme was introduced to help daily wage earners, small traders
and farmers to inculcate a saving habits and also as a means to fund their
bigger capital requirements, such as a wedding, home buying, vehicle purchase etc.
The scheme is now offered by several other banks in India.
They were treated as part and parcel of the banking and trading system often carrying
legitimate and confidential market and trading information within the network and
contributed to the development of stock exchanges. The trading system is not
complete without recognising them as the pillars of funds deposit system, in India;
especially.
As they were enjoying high level of confidence amongst the business community they
even took part in personal affairs of traders-big and small and also took part in
various social activities again within the network.
Many a competition were held to recognise the efforts of these tiny soldiers armed
with highly noticeable market or marketing skills that led to the popularity of Pigmy
Deposit Collection system in India.
It is learned from reliable sources that the Pigmy System is being introduced overseas
and U.A.E has given it a modern name "mobile banking".
It will be not a surprise if Western Bankers gave a serious thought in introducing this
as it will generate revenue, market enthusiasm and works as a defense mechanism
should a bank be in need of one....

This also generated huge deposits over a period and also created long-term and
sustainable employment to youth who like freedom and also enjoy mingling with
market enthusiasts as well as in creating market sensation (sometimes).
"A day or evening is not complete without the visit of these Pigmy collectors on the
premises of a trader or the depositor".
1.3.3. CURRENT ACCOUNT
Current Accounts are basically meant for businessmen and are never used for the
purpose of investment or savings. These deposits are the most liquid deposits and
there are no limits for number of transactions or the amount of transactions in a day.
Most of the current account are opened in the names of firm / company accounts.
Cheque book facility is provided and the account holder can deposit all types of the
cheques and drafts in their name or endorsed in their favour by third parties. No
interest is paid by banks on these accounts. On the other hand, banks charges certain
service charges, on such accounts.
FEATURES OF CURRENT ACCOUNT
1. The main objective of Current Account holders in opening these account is to
enable them (mostly businessmen) to conduct their business transactions smoothly.
2. There are no restrictions on the number of times deposit in cash / cheque can be
made or the amount of such deposits;
3. Usually banks do not have any interest on such current accounts. However, in
recent times some banks have introduced special current accounts where interest (as
per banks' own guidelines) is paid
4. The current accounts do not have any fixed maturity as these are on continuous
basis accounts
1.3.4. SAVINGS ACCOUNT

These deposits accounts are one of the most popular deposits for individual accounts.
These accounts not only provide cheque facility but also have lot of flexibility for
deposits and withdrawal of funds from the account. Most of the banks have rules for
the maximum number of withdrawals in a period and the maximum amount of
withdrawal, but hardly any bank enforces these. However, banks have every right to
enforce such restrictions if it is felt that the account is being misused as a current
account. Till 24/10/2011, the interest on Saving Bank Accounts was regulared by
RBI and it was fixed at 4.00% on daily balance basis. However, wef 25th October,
2011, RBI has deregulated Saving Fund account interest rates and now banks are free
to decide the same within certain conditions imposed by RBI.

Under directions of

RBI, now banks are also required to open no frill accounts (this term is used for
accounts which do not have any minimum balance requirements). Although Public
Sector Banks still pay only 4% rate of interest, some private banks like Kotak Bank
and Yes Bank pay between 6% and 7% on such deposits. From the FY 2012-13,
interest earned upto Rs 10,000 in a financial year on Saving Bank accounts is
exempted from tax.
1.4 SCHEMES
1.4.1 .A-15
This is a scheme which is a type of fixed deposit in which the duration is of 15
months and the investor or customer will get a fixed amount with specific rate of
interest. Rate of interest is decided by the company. Suppose, I deposited Rs 5000
and after 15 months I will get Rs 6200. Therefore, these are the information which an
assistant has to give in the company.
1.4.2. ADARSH- 18
This is a scheme which is a type of fixed deposit in which the duration is of 18
months and the investor or customer will get a fixed amount with specific rate of
interest. Rate of interest is decided by the company. Suppose, I deposited Rs 5000
and after 18 months I will get Rs 6350. Therefore, these are the information which an
assistant has to give in the company.
8

1.4.3. ADARSH BACHAT PATRA

This is a scheme which is a type of fixed deposit in which the duration is of 7 years
and the investor or customer will get a fixed amount with specific rate of interest.
Rate of interest is decided by the company. Suppose, I deposited Rs 5000 and after 7
years I will get Rs 17000. Therefore, these are the information which an assistant has
to give in the company.
1.4.4. ADARSH TRIPLE
This is a scheme which is a type of fixed deposit in which the amount customer
deposits gets triple in a duration is of 10 years and the investor or customer will get a
fixed amount with specific rate of interest. Rate of interest is decided by the company.
Suppose, I deposited Rs 10000 and after 10 years I will get Rs 30000. Therefore,
these are the information which an assistant has to give in the company.
1.4.5. A-36
This is a scheme which is a type of fixed deposit in which the duration is of 36
months and the investor or customer will get a fixed amount with specific rate of
interest. Rate of interest is decided by the company. Suppose, I deposited Rs 10000
and after 36 months I will get Rs 16000. Therefore, these are the information which
an assistant has to give in the company. and helps in promoting the interests of all its
members.

CHAPTER-2
APPROACHING THE CUSTOMERS
2.1 METHODS OF APPROACHING CUSTOMERS
2.1.1 ADVERTISING SOMEWHERE NEW.
Start with your local press and then consider regional and trade publications. Look
for free sources of advertising, such as local authority magazines and community
websites that list small businesses.
2.1.2. USING EMPTY DISPLAY SPACES.
Put up eye-catching promotional messages to make the most of your shop window or
the sides of your vehicles. If you are renting the premises or leasing the vehicle,
check you are allowed to put up signs.
2.1.3 BY ENCOURAGING WORD-OF-MOUTH RECOMMENDATIONS.
Satisfied customers are the best advocates for your business, so urge them to pass on
your details to people they know. Ask friends and family to do the same. Give your
referees business cards to hand out and encourage them to provide testimonials for
promotional literature.
2.1.4 GETTING INVOLVED IN YOUR COMMUNITY .
Hold an event for charity,offer your service to a local good cause, volunteer as an
expert at talks and events, or back a national awareness week. Send out simple press
releases to local publications in response to current news and trends that are relevant
to your industry.
2.1.5. NETWORK.

10

If you sell to other businesses, attend local networking events arranged by your local
chambers of commerce or trade association to make contacts. Consider joining online
business networking sites such as Tradespace or LINKEDIN.
2.1.6. BUILDING PARTNERSHIPS WITH OTHER BUSINESSES .
Ask neighbouring businesses to promote your products or services in exchange for
mutual recommendations. Exchange leaflets and business cards so that you can refer
new customers on. Look for related businesses to partner with: if you're a car dealer,
for example, hook up with a vehicle repair shop.
2.1.7. PROMOTING OURSELFES WITH MAILSHOT.
Create and distribute leaflets or carry out an email campaign. Make your marketing
eye-catching and consider including a promotion. Make sure you also include your
location and contact details. Target your marketing to your local community and
beyond to increase your chances of finding new customers.
2.1.8. CALL OTHER BUSINESSES.
If you sell to other businesses, dedicate a day to calling prospective customers. You
could be following up on a leaflet drop, mailshoot or introductory email. Gauge the
level of interest before offering to follow-up with a meeting if necessary.
2.1.9. TRADING ONLINE.
The Internet is an enormous marketplace in which to find new customers, and gives
you the potential to sell to people across the world, 24 hours a day. Test out your
online market first by setting up a small shop on website, before you invest in a
website with a payment facility.
2.2 METHODS OF SELLING A PRODUCT
2.2.1. TRADE MARKETING
Trade marketing is a discipline of marketing that relates to increasing the demand at
wholesaler, retailer, or distributor level rather than at the consumer level. However,
there is a need to continue with Brand Management strategies to sustain the need at
the consumer end. A shopper, who may be the consumer him/herself, is the one who
identifies and purchases a product from a retailer. To ensure that a retailer promotes a
company's product against competitors', that company must market its product to the
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retailers

as

well.

Trade

marketing

might

also

include

offering

various

tangible/intangible benefits to retailers. The alignment of sales and marketing

discipline to profitability can be another explanation for trade marketing.
Trade marketing is the basic idea of marketing your products through the value chain
and at the point of sale i.e. the store. Consider it the idea of creating a demand for
your products across the channel and before it reaches the consumer. This
traditionally exists in a brick and mortar environment and can be argued to be one of
the oldest forms of marketing.
2.2.2. SHOPPER MARKETING
Shopper marketing may be included in trade marketing, therefore the shopper being
another target for trade marketing managers,while it can also be considered as a
separate discipline. Some of the activities to increase demand at shopper level include
setting the right planogram, price announcements such as inserts, use of point of
purchase materials, alternatively called promotional material.
2.2.3. SALES OUTLET
Sales outlet means a retailer. A retailer is also one of the customers in trade marketing
targets. Plans of trade marketing is targeting customers and shoppers. Therefore, trade
marketing should provide sales outlets with customer & shopper-based value creation
plans. Sales outlets (customers) are a place that manufacturer can meet shoppers and
consumers.
2.2.4. DIRECT SELLING
Direct selling is the marketing and selling of products directly to consumers away
from a fixed retail location. Peddling is the oldest form of direct selling.Modern direct
selling includes sales made through the party plan, one-on-one demonstrations,
personal contact arrangements as well as internet sales.A textbook definition is: "The
direct personal presentation, demonstration, and sale of products and services to
consumers, usually in their homes or at their jobs. Industry representative, the World
Federation of Direct Selling Associations (WFDSA), reports that its 59 regional
member associations accounted for more than US$114 Billion in retail sales in 2007,
12

through the activities of more than 62 million independent sales representatives.The

United States Direct Selling Association (DSA) reported that in 2000, 55% of adult
Americans had at some time purchased goods or services from a direct selling
representative and 20% reported that they were currently(6%) or had been in the
past(14%) a direct selling representative.According to the WFDSA, consumers
benefit from direct selling because of the convenience and service benefits it
provides, including personal demonstration and explanation of products, home
delivery, and generous satisfaction guarantees. In contrast to franchising, the cost for
an individual to start an independent direct selling business is typically very low, with
little or no required inventory or cash commitments to begin.Most direct selling
associations, including the Bundesverb and Direktvertrieb Deutschland, the direct
selling association of Germany, and the WFDSA and DSA require their members to
abide by a code of conduct towards a fair partnership both with customers and
salespeople. Most national direct selling associations are represented in the World
Federation of Direct Selling Associations (WFDSA).
Direct selling is different from direct marketing in that it is about individual sales
agents reaching and dealing directly with clients while direct marketing is about
business organizations seeking a relationship with their customers without going
through an agent/consultant or retail outlet.Direct selling often, but not always, uses
multi-level marketing (a salesperson is paid for selling and for sales made by people
they recruit or sponsor) rather than single-level marketing (salesperson is paid only
for the sales they make themselves).
2.2.5. SELLING THROUGH INTERMEDIARIES.
A marketing channel where intermediaries such as wholesalers and retailers are
utilized to make a product available to the customer is called an indirect channel.The
most indirect channel you can use (Producer/manufacturer --> agent --> wholesaler
--> retailer --> consumer) is used when there are many small manufacturers and many
small retailers and an agent is used to help coordinate a large supply of the product.
2.2.6. DUAL DISTRIBUTION.
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Dual distribution describes a wide variety of marketing arrangements by which the

manufacturer or wholesalers uses more than one channel simultaneously to reach the
end user. They may sell directly to the end users as well as sell to other companies for
resale. Using two or more channels to attract the same target market can
sometimes lead to channel conflict.An example of dual distribution is business format
franchising, where the franchisors, license the operation of some of its units to
franchisees while simultaneously owning and operating some units themselves.
2.2.7. REVERSE CHANNELS
If you've read about the other three channels, you would have noticed that they have
one thing in common -- the flow. Each one flows from producer to intermediary (if
there is one) to consumer.Technology, however, has made another flow possible. This
one goes in the reverse direction and may go -- from consumer to intermediary to
beneficiary. Think of making money from the resale of a product or recycling.

14

CHAPTER-3
MARKETING AT ADARSH CREDIT COOPERATIVE SOCIETY LTD
Marketing is a guide that makes the launch of a product a successful one. Since the
marketing contains the details of how you plan to launch the product, it helps you to
evaluate what you need to do to launch the product and boost the sales in the financial
world. The marketing plan also helps you to understand the issues you may face in
launching a brand new financial product.
3.1HOW THEY APPROACH CUSTOMERS
3.1.1. Research Customers
Learn everything you can about the potential customer for your financial product. If it
is a financial product targeting consumers, then do research to find out the age group,
household income, geographic location, marital status and other demographic
information on the consumers who can most benefit from your product. If your
financial product is aimed toward businesses, then conduct research to find out if the
ideal business customer is small, medium or large, what type of customers these
businesses serve, and where the businesses are located. Acquiring this information
helps you to identify the needs, wants and motivation of potential buyers of your
financial product. The market research also helps to guide you in what product
features customers are seeking, in pricing and in possible distribution channels to get
the product into the hands of customers.
3.1.2. Research Competition
In addition to researching your customers, you also have to conduct research on your
competition? Other companies that are offering similar financial products to the one
15

you are providing. Some products may be identical to your product while other
products are easy substitutions for your product. Once you identify your competition,
evaluate how your financial product differs from what they are offering. Determining
what sets your product apart from the rest allows you to focus your marketing efforts
on how your financial product is better than the rest and why customers should buy
from you instead of your competition.
3.1.3. Marketing Objectives
Set goals and objectives you intend to achieve with your financial product. For
example, you may set an objective of growing your online subscriber list to 3,000
subscribers in the first six months you are in business. Most objectives relate to the
financial product itself, so you may set a goal to achieve $300,000 in sales in your
first year in business, $450,000 in sales during your second year and sales of $1
million by your fifth year in business. Written goals and objectives in writing,
according to a Harvard Business School study, help to ensure achievement. Putting
the goals in writing also helps create a direction for you to launch and sell your
financial product.
3.1.4 Marketing Strategies
Now that you know who should buy your financial product and why, its?time to put
together marketing strategies, which are the ways you are going to reach your
potential customers to try to convince them to buy from you. Generally, marketing
strategies include a combination of online and offline tactics including online
promotions, radio/television commercials and email solicitations. For example, if
financial advisers are the target market for a financial software, then you may want to
place print ads in \"Senior Market Advisor\" magazine and on the website of the
publication. If consumers are your customer, then you may want to advertise the
financial product on money-related websites such as MSN Money, AOL Finance and
Yahoo Money or on other websites where consumers are seeking financial advice and
assistance.
3.1.5. Measure the Results

16

Track successful marketing efforts and determine ones that need tweaking by tracking
the sales results for each strategy and campaign. For example, if you place a print ad
and an online ad in ??Senior Market Advisor?magazine and on the website offering a
free 30-day trial, then you may want to add a promotion code to the ad. When
advisors claim the 30-day free trial on the phone or online, they submit the special
code. The special promotion code can be different in the online version and the print
version, so you can track if more responses come from the print version or online
version. If more came from one over the other, then you may want to focus future
marketing efforts online or offline to financial advisors, depending on which ad
performed better. Plan a tracking and measuring system for every marketing effort.

3.2 MAJOR STEPS INVOLVED IN MARKETING

3.2.1 Step 1: Generating
Utilizing basic internal and external SWOT analyses, as well as current marketing
trends, one can distance themselves from the competition by generating ideologies
which take affordability, ROI, and widespread distribution costs into account.
Lean, mean and scalable are the key points to keep in mind. During the NPD process,
keep the system nimble and use flexible discretion over which activities are executed.
You may want to develop multiple versions of your road map scaled to suit different
types and risk levels of projects.
3.2.2 Step 2: Screening The Idea
Wichita, possessing more aviation industry than most other states, is seeing many
new innovations stop with Step 2 screening. Do you go/no go? Set specific criteria
for ideas that should be continued or dropped. Stick to the agreed upon criteria so
poor projects can be sent back to the idea-hopper early on.
Because product development costs are being cut in areas like Wichita, prescreening
product ideas, means taking your Top 3 competitors new innovations into account,
how much market share theyre chomping up, what benefits end consumers could
17

expect etc. An interesting industry fact: Aviation industrialists will often compare
growth with metals markets; therefore, when Boeing is idle, never assume that all
airplanes are grounded, per se.
3.2.3 Step 3: Testing The Concept
As Gaurav Akrani has said, Concept testing is done after idea screening. And it is
important to note, it is different from test marketing.
Aside from patent research, design due diligence, and other legalities involved with
new product development; knowing where the marketing messages will work best is
often the biggest part of testing the concept. Does the consumer understand, need, or
want the product or service?
3.2.4 Step 4: Business Analytics
During the New Product Development process, build a system of metrics to monitor
progress. Include input metrics, such as average time in each stage, as well as output
metrics that measure the value of launched products, percentage of new product sales
and other figures that provide valuable feedback. It is important for an organization to
be in agreement for these criteria and metrics.
Even if an idea doesnt turn into product, keep it in the hopper because it can prove to
be a valuable asset for future products and a basis for learning and growth.
3.2.5 Step 5: Beta / Marketability Tests
Arranging private tests groups, launching beta versions, and then forming test panels
after the product or products have been tested will provide you with valuable
information allowing last minute improvements and tweaks. Not to mention helping
to generate a small amount of buzz. WordPress is becoming synonymous with beta
testing, and its effective; Thousands of programmers contribute code, millions test it,
and finally even more download the completed end-product.
3.2.6 Step 6: Technicalities + Product Development

18

Provided the technical aspects can be perfected without alterations to post-beta

products, heading towards a smooth step 7 is imminent. According to Akrani, in this
step, The production department will make plans to produce the product. The
marketing department will make plans to distribute the product. The finance
department will provide the finance for introducing the new product.
As an example; In manufacturing, the process before sending technical specs to
machinery involves printing MSDS sheets, a requirement for retaining an ISO
9001certification (the organizational structure, procedures, processes and resources
needed to implement quality management.)
In internet jargon, honing the technicalities after beta testing involves final database
preparations, estimation of server resources, and planning automated logistics. Be
sure to have your technicalities in line when moving forward.
3.2.7 Step 7: Commercialize
At this stage, your new product developments have gone mainstream, consumers are
purchasing your good or service, and technical support is consistently monitoring
progress. Keeping your distribution pipelines loaded with products is an integral part
of this process too, as one prefers not to give physical (or perpetual) shelf space to
competition. Refreshing advertisements during this stage will keep your products
name firmly supplanted into the minds of those in the contemplation stages of
purchase.
3.2.8Step 8: Post Launch Review and Perfect Pricing
Review the NPD process efficiency and look for continues improvements. Most new
products are introduced with introductory pricing, in which final prices are nailed
down after consumers have gotten in. In this final stage, youll gauge overall value
relevant to COGS (cost of goods sold), making sure internal costs arent
overshadowing new product profits. You continuously differentiate consumer needs
as your products age, forecast profits and improve delivery process whether physical,
or digital, products are being perpetuated.
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Remember: The Process Is Loose

The entire new product development process is an ever evolving testing platform
where errors will be made, designs will get trashed, and loss could be recorded.
Having your entire team working in tight synchronicity will ensure the successful
launch of goods or services, even if reinventing your own wheel. Productivity during
product development can be achieved if, and only if, goals are clearly defined along
the way and each process has contingencies clearly outlined on paper.
3.3 HIREARCHY OF MARKETING TEAM
3.3.1 HIREARCHY
A system in which members of an organization or society are ranked according to
relative status or authority

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3.3.2 (A) HIGHER LEVEL JOB PROFILES.

1.CREATIVE DIRECTOR-A.DATAR RAVIKIRAN.
2.ADVERTISING COPYWRITER-MANKIKAR AJIT.
3.ACCOUNT MANAGER-NAVVEN KULKARNI.
4.ADVERTISINGPRODUCERS-HIMANGINANDI,RAJESH
SINGH,KISHORE DAS.
5.ACCOUNT DIRECTOR-MANOJ MISHRA.
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6.MARKETING MANAGER-SHAILESH NAMDEV.

7.ART DIRECTORS-VIKRAM KANOJIYA,PREM ASHISH.
8.CHEIF EDITORS-UDAY KUMAR,DILEEP ATHIYA.
3.3.3 (B)MIDDLE LEVEL JOB PROFILES
1.PRODUCTION ARTISTS-VINAY RAO,PRASHANT YADAV.
2.ADVERTISING ASSOCIATE EDITOR-AMITA SENGAR.
3.ADVERTISING SALES MANAGER-ROHAN KASHINATH.
4.ADVERTISING SPECIALIST-NIRUPAMA SHRIVASTAVA.
5.ADVERTISING BUYER-AKANSHA SONI.
6.ADVERTISING SUPERVISOR-TANUL KRISHNA.
7.ADVERTISING MANAGER-SHUYASH YADAV.
8.AGENCY ACCOUNT COORDINATOR-ABHISHEK YADAV.
3.3.4 (C)LOW LEVEL JOB PROFILES
1.MARKETING ASSOCIATES-SALIL KUMAR,NIHARIKA SINGH.
2.TARGET MARKETING STRATEGIST-SHREYA SETHI.
3.COMUNICATIONS COORDINATOR-ADITYA JAIN.
4.ADVERTISING COORDINATOR-ROHIT KUMAR.
5.CLIENT STRATEGIST-SATISH PUROHIT.
6.TRAFFIC MANAGER-VIMAL KISHAN.
7.ADVERTISING ASSISTANT-DANISH KHAN.

CHAPTER-4
SALES FORCE OF ADARSH
Marketing offers a wide range of career opportunities for people with general
marketing qualifications or specialist skills in areas such as research or
communications. Professionals in this field work in company marketing departments,
marketing agencies and consultancy firms. While many of the job titles cover tactical

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roles, senior professionals occupy strategic roles in companies that recognize the
value of marketing
4.1 MARKETING FORCE.

4.1.1 MARKETING DIRECTORS

Marketing directors hold the most senior positions in the marketing hierarchy. They
work with other members of the board to develop marketing strategies that support
overall corporate objectives. These directors establish marketing budgets and manage
teams of marketing managers and specialists. Marketing directors meet marketing
objectives and make an important contribution to revenue and profitability. They may
also hold other titles, such as head of marketing or vice president of marketing.

4.1.2 MARKETING MANAGERS

Marketing managers have day-to-day responsibility for planning and managing
marketing programs, according to the U.S. Bureau of Labor Statistics. They liaise
with sales, product and departmental managers to establish requirements for
marketing campaigns and manage programs. These managers may appoint marketing
and advertising agencies to develop campaigns or work with internal specialists, such
as designers, advertising managers and marketing services executives.

4.1.3 MARKETING COMMUNICATION MANAGERS

Marketing communication managers, also known as marketing services managers,
handle internal and external communications. They develop website content, plan and
manage social media and public relations campaigns, develop email campaigns and
create print and online publications. These managers may also plan and manage
events, such as conferences, seminars and exhibitions. In addition to managing
programs, they may also write communication material, such as press releases,
feature articles, brochure copy and website content.

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4.1.4 MARKETING RESEARCH ANALYST

Marketing research analysts collect and analyze data on markets, competitors and
consumers to help advertising and marketing professionals make informed decisions
about the best way to approach a market. They use a variety of techniques, including
Internet research, surveys, forums, social media monitoring and focus groups.

4.1.5 PRODUCT MANAGERS

Product managers develop and market new and existing products. Their role
incorporates a range of functions, including marketing, engineering, product
development and research. Product managers analyze product performance to ensure
it meets customer needs. They may recommend product upgrades or improvements or
plan new development programs. These managers project-manage new product
programs to ensure they meet marketing and financial objectives. They may also take
the title of brand manager, which means they manage products under a specific brand
name.
4.2 SALES DEPARTMENT
Sales departments perform a valuable function for their companies -- sales is the
business discipline concerned with prospecting for potential customers and turning
prospects into loyal clients. Sales departments and sales-focused businesses can
develop clear advancement paths for top performers to progress through a distinct
hierarchy. In a sense, sales hierarchies can be compared to military leadership
structures, with managers in charge of progressively smaller groups of employees as
the hierarchy gets closer to the front line.
4.2.1 EXECUTIVE LEVEL
The top manager in a sales hierarchy is often referred to as the director of sales, the
vice president of sales or a similar executive title. Executive-level sales managers are
responsible for crafting a strategic vision and mission for the entire sales department,
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providing guidance and leadership to create new initiatives, and see them through to
completion. The director of sales directly oversees a small group of regional
managers, assisting them in setting goals and developing strategies to meet company
objectives in their respective regions.

4.2.2 REGIONAL MANAGEMENT

Regional managers are responsible for a specific sales territory, whether it be
separated by geographic region, product line or business unit. Regional managers
oversee a number of individual sales outlets, checking up on branch managers
regularly to ensure that goals are being met and the region as a whole remains
competitive. Regional sales managers interpret the grand strategic vision of executive
managers in terms of the unique needs and preferences of customers in their
territories, fine-tuning sales tactics to maximize their impact within the territory.

4.2.3 BRANCH MANAGERS

Branch managers supervise individual sales outlets or groups of salespeople within a
regional territory. At this level, managers work close to the front line, recruiting frontline salespeople, making individual compensation decisions and training their
employees to continually increase their effectiveness in the field. Branch managers
set individual goals and implement unique incentive programs in their branches to
meet objectives set by regional managers. At the branch level, sales teams often
engage in competition with one another to inspire higher performance and boost sales
results for the whole company. Regional managers may create contests for all
branches in their territory, for example, giving out cash bonuses to winning branch
managers to distribute among their crews.

4.2.4 TEAM LEADERS

Sales team leaders can also be called shift supervisors. As the lowest level of sales
management, team leadership positions are often staffed by newer front-line
salespeople who display outstanding performance and a desire to progress up through
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the ranks of management. One of the powerful aspects of sales-oriented organizations

is that team leaders do not have to wait until their superiors, the branch managers,
step down to move up the ranks. Outstanding and experienced team leaders can be
placed in charge of new branches, hiring a new team of front-line associates to
expand the company's sales reach. Team leaders' responsibilities focus more on
motivating, encouraging and facilitating front-line salespeople while they themselves
perform sales duties alongside their subordinates.

4.2.5 SALES ASSOCIATES

Sales associates can be compared to the lowest rank of soldier in a military
organization. Front-line associates work in the trenches, so to speak, following the
directions of branch managers while being motivated and pushed to new performance
heights by team leaders. Sales associates in certain industries, such as real estate or
jewelry sales, can earn six-figure incomes without progressing up the hierarchy. In
other industries, such as retail sales, front-line associates must look upward for
earnings growth.

4.3 MEMBERSHIP
When you become a member of Adarsh Credit Co-operative Society, you are allotted
one share of Rs. 10 only. But this gives you a right to participate in the management
process of the organization through the A.G.M. You can otherwise also post your
suggestion for improving the functioning of the society. Our society functions like a
well oiled machine and we understand each other so well that we have spontaneously
started treating our members as part of Adarsh Pariwar. Because of the avowed
objective of this initiative when we committed ourselves to ensure welfare of our
membership through financial support we are improving the standards of life and
rendering all possible technology driven financial services under one roof.
4.4 WHO CAN BE A MEMBER OF SOCIETY?
Any person who has attained the age of 18 years, is capable of entering a valid
contract, member of Hindu Undivided Family Business, a company registered under
26

Companies Act, a Partnership Firm, a Limited Liability Partnership firm, any Trust,
Institutions, residents of Rajasthan, Madhya Pradesh, Gujarat, Maharashtra, Punjab,
Chhattisgarh, Delhi, Karnataka, Jammu & Kashmir, Haryana, Himachal Pradesh,
Andhra Pradesh, Tamil Nadu, West Bengal, Uttar Pradesh or persons employed in
these states or professionals with their business establishment in these states can
become a member of the society.
4.5 HOW CAN ONE JOIN THE SOCIETY?
It is very easy you have to just deposit a sum of Rs. 11 and fill up a membership form
which is available at all our branches, franchisee and field staff. We can assure you
that our field staff is truly co-operative but yes you have to deposit an initial sum of `
11 only for getting enroll as a member.Rs. 1 will go to the membership fee while you
will be allotted one share of Rs. 10. No doubt you can apply for more than one share
which will be allotted to you as per the discretion of the society.
4.6 ADVISOR
Want to Join Team Adarsh ? Are you fond of meeting new people , believe in
maintaining warm relationship? Are you ready to accept challenges and believe in
hard work and sincere efforts? Do you have a flair for marketing, are you capable of
carving out a niche for yourself? Are you keen to travel through the breadth and width
of various cultures and meeting cross section of the strata? If yes We are keen to meet
you. You can mail at: marketing@adarshcredit.com .
4.7 ASSISTANT ADVISOR
Assistant advisor is a member of a company which provides necessary information
about the schemes and services of the company to the customers and works under
advisor which guides them to perform such tasks.
4.8 RECRUITMENT OF ASSISTANT ADVISOR
At Adarsh, you become the part of growing family of members, secured by a wide
network of brand workers, with the most advanced software and mobility technology,
27

guided by the vision and management the pioneers of the cooperative sector in india.
You need to be fond of meeting members, maintain warm relationship. Accept new
challenges and believe in and hard work and sincere efforts.
What is Required1. Minimum age 18 years.
If any individual wants to be assistant advisor of adarsh should be minimum 18 years
of age.
2. Educational qualificationsAdarsh believes in inner quality of individual. There is no specified educational
qualification for assistant advisor. One must be literate.
3 .Employed/self employed/retired/housewives.Any one can become the part of
adarsh. There is no restrictions on age limit, marital status, gender basis. Who ever
wants to become assistant advisor can become.
Benefits1. Attracting increasing commission structure.
2 Incentives.
3. Life time carrer opportunity.
4. Promotion cycle.
5. Advisor future benefit fund.
6. Special loan benefits to active assistant advisors

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CHAPTER -5
5.1 FINDINGS
1. Products and Schemes of the company are good enough to compete in the market.
2. Products and Schemes of the company are well marketed.
3. Since, Adarsh is a cooperative society their members are only their customers.
4. Adarsh is one of the largest competitor of financial products in cooperative sector.
5. Qualification of an assistant advisor is little bit low.
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6. Company uses network as a platform for advertisement.

7. Company has 37727 branches all over india.
8. Marketing strategy of the company is worth generating.

5.2 RECOMMENDATIONS
1. Company should increase their schemes since it is only 5.
Adarsh credit cooperative society ltd provides financial services like A-15;A-6;
Adarsh triple etc. Therefore; company should increase their schemes so that the
customers will know about new schemes and more the products and schemes will be
there more customers will invest in the company.
2. Marketing strategy of the company can be more distinctive .
Company involves different types of steps in marketing to promote their products.
Marketing strategy can be different from others because Adarsh deals with financial
products in cooperative sector. There are not much companies in cooperative sector
related to finance. So,to create strong brand value in the eyes of customer company
can think on their marketing strategy.

3. Company should move forward in open market for general customers.

As we know that Adarsh deals in cooperative sector in which their members are only
their customers. If any individual wants to become a customer of the company first
he/she has to become the member of company.if company provides started selling
their products to general customers it will be beneficial in both ways value and
revenue.
4. An assistant advisor should get some remuneration.
Assistant advisor of Adarsh gets commission on the basis of his work. If an assistant
advisor does not have any work to do then he will not get his commission. If
company starts giving some remuneration then he will take some interest to do work
properly and correctly.
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5. Company can open its branch in sagar also.

As we know that company has 37727 branches across india. Company can increase
their geographical spread to the rest of the country which will help them to increase
theircustomers.

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BIBLIOGRAPHY
1. Anon., 2016. ((http://www.adarshcredit.in/).,
2016)http://www.adarshcredit.in/English/Membership. [Online]
[Accessed 1 11 2016].
2,Anon., 2016. (http://www.adarshcredit.in/).. [Online]
[Accessed 31 10 2016].
3,Anon., 2016. http://www.adarshcredit.in/marketing team. [Online]
[Accessed 6 11 2016].
4.Anon., 2016. http://www.adarshcredit.in/Productsandschemes. [Online]
[Accessed 2 11 2016].
5.gomez, c., 2016. financial markets and financial services. In: financial markets
and financial services. s.l.:prentice hall of india ltd.

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