PROJECT REPORT ON SUMMER INTERNSHIP

PROGRAMME

“MARKETING STRATEGIES OF PHILIPS”

A Project Report Submitted

In the Partial Fulfillment of the Requirements

For the Degree of

Bachelor of Business Administration

By

PRATEEK CHOUKSEY

(Y151805246)

BBA- 6thSemester

Under the Guidance of:

Mr. Lokesh Uke

Assistant professor

Department of Business Management

Dr. Hari Singh Gour Central University

Sagar (M.P.) India

Year 2017

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 DECLARATION

I PRATEEK CHOUKSEY, the student of BACHELOR OF

BUSINESS ADMINISTRATION Semester VI (2017-18)
hereby declare that I have completed this project on
MARKETING STRATEGIES OF PHILIPS. The information
submitted is true & original to the best of my knowledge.

Student’s Signature:

PRATEEK CHOUKSEY

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 CERTIFICATE

This is to certify that PRATEEK CHOUKSEY has worked for his

BBA (Hons.) Project entitled “MARKETING STRATEGIES OF
PHILIPS”. In partial fulfillment of the degree of Bachelor of Business
Administration. He has completed his project under my supervision.
His work is original, satisfactory and is not submitted anywhere else for
the award of any degree.
I hereby forward his Project and wish his success in future.

Signature of the Supervisor Signature of the Examiner

Signature of Head of the Department

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 PREFACE

I am pleased to present the project report on “MARKETING

STRATEGIES OF PHILIPS”. Before my respected readers. It is a
humble attempt from my part to study and analyze the data. This study
deals with a number of topics such as introduction of the topic, the main
theme, causes, and overcomes which will help the reader too understand
and learn. Language of the report is simple and lucid. Attempts have
been made to arrange the subject matter in a systematic and well-known
style. Efforts have also been made to deal with all topics precisely and
gently.

PRATEEK CHOUKSEY
BBA 6th Sem
(Y151805246)
20thBatch

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 ACKNOWLEDGEMENT

Before we get into thick of things, I would like to add a few

words of appreciation for the people who have been a part of
this project right from its inception. The writing of this project
has been one of the significant academic challenges I have faced
and without the support, patience, and guidance of the people
involved, this task would not have been completed. It is to them
I owe my deepest gratitude. It gives me immense pleasure in
presenting this project report on "MARKETING STRATEGIES
OF PHILIPS". It has been my privilege to have a team of
project guide who have assisted me from the commencement of
this project. The success of this project a result of sheer hard
work, and determination put in by me with the help of my
project guide. I hereby take this opportunity to add a special note
of thanks Mr. Lokesh Uke who undertook to act as my mentor
despite his many other professional commitments. His wisdom,
knowledge, and commitment to the highest standards inspired
and motivated me. Without his insight, support, and energy, this
project wouldn’t have kick-started and neither would have
reached fruitfulness. I also feel heartiest sense of obligation to
all the staff members & seniors present there, who helped me in
this assignment. The assignment is dedicated to all those people,
who helped me while doing this project.

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MARKETING STRATEGIES OF PHILIPS

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TABLE OF CONTENT

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 CHAPTER -1
INTRODUCTION
Executive Summary
This course helped us to implement our theoretical knowledge in our project. In this project we
tried our level best to incorporate all the information and data that we have learned throughout
this semester. So here we have covered the main activities that we have done. This project is
prepared on the basis of one multinational company which is Philips. In this project we discussed
about company brand, product lines, price strategy, placement and promotion. Beside that we
also focus on the target market and the positioning as well.

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 CHAPTER-3
RESEARCH METHODOLOGY

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 CHAPTER-3
RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the
research problem. Research methodology constitutes of research
methods, selection criterion of research methods, used in context
of research study and explanation of using of a particular
method or technique so that research results are capable of being
evaluated either by researcher himself or by others. Why a
research study has been undertaken, how the research problem
has been formulated, why data have been collected and what
particular technique of analyzing data has been used and a best
of similar other question are usually answered when we talk of
Research methodology concerning a research problem or study.
The main aim of research is to find out the truth which is hidden
and which has not been discovered as yet.
3.1 OBJECTIVES OF THE STUDY
 To know the different kind of marketing strategies used by
Lakhani pvt Limited.
 To find out how well these strategies are implemented.

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  To find out what are the positive impact of these marketing
strategies.
 To find out what are the negative impact of these marketing
strategies.
 To find out the impact on sales and revenue of the company.
 To find out the secular advantage gained by the company with the
help of these strategies.
3.2 SCOPE OF THE STUDY
The study entitled "Marketing strategies of lakhani” aims to find out the
strategies used by lakhani footwear industry and the effectiveness of
these strategies that makes lakhani different from other brands in the
market. The analysis will help to know how well these strategies are
implemented and also the gained advantage by the company.
3.3Need of the study
To analyze the concept of marketing strategies of Lakhani. First a
secondary data is collected then a analysis is to be done i.e. to find out
the rights- wrong and then after figuring out the awareness of the brand
that is impacted by the marketing strategies of the company.
There is more competition in this industry so there is a need to retain the
customer with the organization. So to sustain in the market the company
has to follow various strategies by attracting new customers and to retain
the existing customers.

3.4 MOTIVATION OF STUDY

In the study i always observed the things in Learning way and always do
them for that purpose i always ready to learn new things .I have
analyzed the marketing strategies of Lakhani pvt. Limited and observe
very basics that company keep in mind while developing a strategy.

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The motivation to study arises in my mind because the value and
importance of marketing strategies in the modern business environment
of India is important as these strategies have more emphasis on
company’s growth to achieve title of successful organization.

3.5 Objective of research

My project objective was to know about the marketing strategies of
Lakhani’s various products. My project topic is “Marketing strategies
of Lakhani”. A secondary data collection was done to study all aspect
of company and product like quality, price, value for price, performance
etc that was covered. The Secondary data was collected from company’s
brochure, website, and journals. Dealers of Sagar were also interviewed
to get their opinion about lakhani Ltd.

3.6 DATA COLLECTION METHOD

Data collection took place with the help articles published on web,
official website of lakhani, news feeds on lakhani, questioning with the
dealers. The secondary method has come to the more widely used and
economical means of data collection.

Secondary Data
Information that already exists somewhere, have been collected for
another purpose, Sources includes reports, Trade publications and
Subscription services. There are two types of secondary data: Internal
and External. Information compiled outside the organization for some
purpose other than the current investigation Researching information
which has already been published. Market information compiled for
purposes other than the current research effort; it can be internal data,
such as existing sales- tracking information records or it can be research
conducted by someone else, such as Market Research Company or Govt.
For the purpose of this project work Secondary Data is collected by
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articles published on web, official website of lakhani, news feeds on
lakhani, questioning with the dealers.

CHAPTER-4

FINDINGS, SUGGESTION &

CONCLUSION

4.1 Findings
 Company holds a very good reputation in the market but it failes
to satisfy customers on many aspects.
 Company is leveraging its brand equity in the market.
 Company offers very good product quality but slightly on a higher
price and designs of footwear are not up to the mark.
 Company is facing stiff competition from Action, woodland,
Relexo, and foreign brands like Reebok, Adidas, Nike, Bata, Red
tape, Red chief and Lee cooper.
 In rural areas market potential of lakhani is really good.

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