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A SUMMER TRAINING REPORT

ON

SALES PROMOTION & MARKETING STRATEGY

IN

CONTINENTAL CONTITECH PVT. LTD.

Submitted in partial fulfillment of the requirement of the award of degree in

Bachelor of Business Administration from M.D. University, Rohtak.

Session: 2018-2019

Submitted By:

AMIT

BBA 5TH Sem.

REG. NO. 1617460045

UNIVERSITY ROLL NO.

Submitted To:
ACKNOWLEDGEMENT

I wish like to take this opportunity to express my heart feeling, Gratitude to all those who have
extended their support and Encouragement while undertaking this project, without them the
completion of this project would have been more difficult.

Firstly, I would like to thanks project guide Mr. SANDEEP BHALLA (MANAGER OF
MARKETING DEPARTMENT) & my college teacher Miss. Shilpa, Dr. Ajay Mittal & Dr.
Yogita Girdhar for invaluable suggestion & constant encouragement which guides me through
their work and help in timely completion of the same.

AMIT
B.B.A 5th sem.
DECLARATION

I hereby declare that the project work titled “SALES PROMOTION AND MARKETING
STRATEGY” submitted in partial fulfillment of Bachelor degree of M.D.U. ROHTAK. These
reports are not submitted for any other degree, diploma or any other reward. Through the report I
will prove that I had done my work very efficient way in the particular organization.

AMIT

B.B.A. 5th Sem.


PREFACE

Perfection in the claim of no human being and I claim neither Perfection nor originally in the
bringing out of this project.

“TO STUDY THE SALES PROMOTION & MARKETING STRATEGY IN CONTINENTAL


CONTITECH PVT. LTD.”

I however, present this project in my all modesty to readers with faith. That it cause of the
subject in sub line way. After the completion of the project. I feel comfortable and assured that
the would prove to the more valuable company.

AMIT

B.B.A 5th Sem.


TITLE
S.no. Chapter Page no.

1. COMPANY PROFILE

CONTITECH HISORY

INTRODUCTION OF THE COMPANY

COMPANY PRODUCT

2. OBJECTIVE OF THE STUDY

SCOPE OF THE STUDY

LIMITATION OF THE STUDY

3. INTROCTION OF THE TOPIC

4. RESEARCH METHODOLOGY

5. MICRO ANALYSIS

6. MACRO ANALYSIS

ANNEXURE
7.
Chapter-1

Company Profile
CONTITECH HISTORY

Continental is established in 1871 in Hanover. This is where our predecessors manufacture the
first pneumatic cycle tire in Germany, and clever scientists invent the first treaded tire for cars.
Starting from these innovations, Continental becomes a leading tire manufacturer.

In addition to tires, technical products also add to the company’s reputation: when the first
German airship takes off in July 1900, it is a complex balloon material from Continental that
seals the gas cells off from each other. New dampers made of a rubber/metal composite absorb
shocks and make driving safe and comfortable.

Our compressible offset printing blankets have given us a leading position on the international
market for decades. Power transmission belts deliver safe power transmission in ever more
powerful engines.

Air spring systems give commercial and rail vehicles a smoother ride, while fuel and service
fluids in cars and machines flow through hose lines from Continental. Continental is also active
in the mining sector: steel-cable conveyor belts revolutionize material transport in mining.
The success of all these products leads to the creation of a specific group in 1991 with the new
generic ContiTech brand name.

By 2004 ContiTech AG has grown to become the world’s largest manufacturer in the non-tyre
rubber sector.

In 2008 the car of the future operates with ContiTech drive, interior, suspension and fluid
technology solutions that ensure sustained mobility.

Continental completed acquisition of the American rubber company Veyance Technologies Inc.,
in Fairlawn, Ohio, on January 30., 2015. With the most important acquisition in the company's
recent history, the international automotive supplier, tire manufacturer and industry partner is
strengthening its worldwide industrial business.
INTRODUCTION OF THE COMPANY

ContiTech India (Private) Limited

ContiTech India Private Limited is a part of ContiTech AG, Germany a member of Continental
Corporation, Germany.

ContiTech India Private Limited was incorporated on 05th November 1992. The registered office
of the company is in New Delhi and the plant is located at Village Badkhalsa, Sonepat, Haryana.

It has around 434 employees and turnover of INR. 1860.44 million (Dec’17).

The company manufactures and markets Automotive power transmission belts, Industrial power
transmission belts, Allied Product Like, pulleys & couplings, Air spring Systems and Industrial
Fluid Solutions (Hoses) under the ‘ContiTech’ brand.
ContiTech is one of the leading players in its product category in India commanding strong
goodwill from its clientele ranging from major automotive OEM’s, Industries and distribution
network spread across the country. We also export our products to various countries across the
world.
Air Spring Systems

 Automotive
 Industrial
 Railways

Power Transmission Products for the Industry

 Dual Duty Taper Bush Pulleys


 Jaw Couplings
 Gear Coupling
 Pin Bush Coupling
 Tyre Coupling

ContiTech India has aggressive growth plans to expand its presence in Indian market and also
become a preferred supplier to customers worldwide.
Air Spring Systems

Overview

ContiTech Air Spring Systems manufactures components and complete systems and system
components for self-adjusting air suspension in commercial vehicles, buses and rail vehicles as
well as on stationary machines and foundation bearings. This business unit also manufactures
rubber expansion joints and air actuators for plant and machine construction.
Air Spring Systems for Commercial Vehicles

Areas of Application: Automotive

Buses make good use of the advantages of air springs to achieve a consistently high degree of
ride comfort and constant entry/exit height irrespective of load. This generally involves fitting
two air springs to the front axle and four to the rear axle.

By means of air spring systems, newer bus designs permit the lowering of one vehicle side at bus
stops, thereby helping elderly or handicapped people to get on and off.
Areas of Application: Industrial

Air suspension is fitted to all types of trucks with great success. The air springs are designed for
a wide variety of applications on the front, rear and trailing axle, as well as on the leading axle of
semitrailer trucks.
Areas of Application: Railways

Trailers and semitrailers are increasingly fitted with air springs to ease the transportation of
fragile goods and to protect the vehicle body. Usually, each axle assembly has two air springs
behind the axle. Air-spring axles are built as steered single axles and as single, double and triple
axle assemblies.

For multi-axle combinations, one axle is frequently provided with an axle-lifting device to
protect the tyres on empty runs. Air springs for this application are characterized by a high load
carrying capacity and large spring deflections.
Power Transmission Products for the Industry

Dual Duty Taper Bush Pulleys

 Standard range of metric pulleys confirming to ISO/IS groove specifications and run out
tolerances.
 Dual duty grooves to accommodate classical – V belts of sections A,B,C & Z as well as
Wedge belts of sections SPA, SPB, SPC & SPZ.
 Over 800 standards sizes to cater to all speed ratios up to 1:7 and powers up to 250KW
approx, fitted with taper bushes with the advantages of easy fixing and removal.
 Taper Bush Pulleys incorporate high strength material to give optimum mass/strength
ratio and are produced on CNC machine to give accuracy and consistency.
 Continental pulleys use close grained Cast Iron confirming to Grade FG-200 of IS : 210
and are precision machined to close tolerances.
 Tailor made through bored Pulleys for use with D & E section belts and with grooves
more than 8 in SPB, SPC sections available on demand for applications involving higher
powers.
Jaw Coupling

 Compact & Economical general purpose flexible coupling.


 The Nitrile insert suitable for use in all conditions, unaffected by moisture, grease & oils
to withstand temperatures of- 400C to +1000C. Polyurethane inserts also available
optionally for the entire range.
 Standards range of couplings covers power rating from 1.45 kW to 39.75 kW at 1440
re/min and shaft sizes from 9 mm to 60 mm.
 Available with standards spiders and external fitting Snap Wrap elements. External
Snap Wrap elements allow inspection or change of elements without dismantling the
coupling from the shafts.
 Spacer versions using standard Cast Iron Spacer or Light weight Aluminium spacers
enable maintenance of pumps without disturbing the alignment or moving the driving
and driven machine. Aluminium spacer coupling have two external elements for added
flexibility.
 They have angular mis-alignment capacity up to 10 an parallel mis-alignment capacity
up to 0.4 mm depending on the size of the couplings.
Gear Coupling

 All steel flexible geared couplings for high power & high torque applications in
industries.
 Backlash values chosen to accommodate angular, parallel & axial misalignments.
 Available in 12 sizes for kW rating up to 1700 per 100re/min and bore sizes up to 300
mm for the standard range. Bigger sizes for rating up to 16000 kW at 100 rev/min
available on demand.
 Teeth induction hardened for long life in most arduous applications.
 Suitable for Grease & Oil lubrication with ‘O’ rings for selling.
Pin Bush Coupling

 Flexible Couplings for high torque applications using high tensile steel pins and Nitrile
rubber bushes.
 Range of 20 sizes with torque rating up to 24,000 Nm (power ratings up to 250 kW at
100rev/min).
 Available for shaft from 12.7 mm to 190 mm.
 Capable of absorbing shock loads, torsional vibrations and some amount of
misalignments.
Tyre Coupling

 Continental tyre Coupling embody all desirable features of an ideal flexible couplings.
 Backlash free torsionally soft, accommodates combinations of Parallel, Angular & Axial
displacements.
 Highly flexible reinforced tyre not only carries the torque, but also dampens vibrations
and torsional oscillations.
 Available with standard Tyres in high performance compound or Chloroprene Rubber
Tyres for heat and oil resistant applications.
 Range of 14 sizes with power rating up to 57 kW at 100 rev/min to accommodates shafts
up to 150 mm.
Chapter-2

Objective of the Study


OBJECTIVES OF THE STUDY

Every research and study has some purpose to goal for which it is conducted. My study of
“SALES PROMOTIONAL & MARKETING STRATEGY of Continental Contitech” has
the following objectives.

 To test the effectiveness of promotional activities of continental contitech in the present


circumstances prevailing in the market.

 To study the various promotional strategy adopted by continental contitech Pvt. Ltd.

 To see how much the promotional activities are successful in popularizing the company’s
products and pulling the consumers towards the company.

 To compare the effectiveness of continental contitech “Promotional Activities” with its


rival’s i.e. Northland pvt. ltd. promotional activities.

 To appraise the personal selling efforts directed by continental contitech.

 To see that whether public relations activities are done properly and are good enough
according to the need of time.
SCOPE OF THE STUDY

In this age of servers competition is the only marketing tools which can be manipulated easily.
The reasons is that the present era is of information management. And the company which
communicates well succeeds.

Today is the era of cut throat competition, especially in automotive industry market there is
server competition. And the importance of promotion as a management tools and increased
nowadays. Sales promotion of a firm contribute up to a great extent in its success in today’s era.
So we can say that promotional activities play important role in increasing the sales.

The scope of my study is to give suggestions to Continental Contitech India inc for further
improvement in promotional activities after using the effectiveness of the promotional activities
of it.

To get comparison about the effectiveness of Continental Contitech “Promotional Activities”


with its rival’s i.e. swati industries promotional activities which will be helpful in suggest
measures to further improve the promotional activities of Continental Contitech and make it
more competitive.

The main concern of my study is to have knowledge and an idea about the marketing strategies
of CONTINENTAL CONTITECH INDIA PVT. LTD. and suggest measure for improving
promotional activities. The training gave me a chance to have practical experience and also the
realize knowledge which I am getting in ‘B.B.A’
LIMITATIONS OF THE STUDY

The whole work is based on areas falling under Udyog vihar & Automotive industry. The
surveyed areas are just small division of the large market due to lack of time, financial &
transport problem. So my research cannot be generalized on state ot national levels. I have
contacted only 35 retailers, 8 distributor and 90 consumers for assessing the effectiveness of the
promotional activities of Continental Contitech. Also for future events disclosure company are
not sharing more internal information either on internet or ready to give.
Chapter-3

Introduction of the Topic


What is Marketing?

Marketing is defined by the American Marketing Association as “the activity, set of institutions,
and processes for creating, communicating, delivering, and exchanging offerings that have value
for customers, clients, partners, and society at large”. The term developed from the original
meaning which referred literally to going to market with goods for sale. From a Sales process
engineering perspective, marketing is “a set of processes that are interconnected and
interdependent with other functions” of a business aimed at achieving customer interest and
satisfaction.

4 P’s of Marketing

 Product
 Price
 Place
 Distribution

Meaning of Sales Promotion


Sales promotion is one level or type of marketing aimed either at the consumer or at the
distribution channel (in the form of sales-incentives). It is used to introduce new product, clear
out inventories, attract traffic, and to lift sales temporarily.

DEFINITION OF SALES PROMOTION

“Sales promotion includes incentive-offering and interest-creating activities which are generally
short-term marketing events other than advertising, personal selling, publicity and direct
marketing. The purpose of sales promotion is to stimulate, motivate and influence the purchase
and other desired behavioral responses of the firm’s customers.”
GROWTH OF SALES PROMOTION

Craig Endicott and Kenneth Wylie, writing for Advertising Age in the magazine's 62nd annual
Agency Report, indicate a continued shift of revenues in advertising from traditional to new
forms of media. They label the new forms as "marketing services" and comment as follows:
"Marketing services—identified as all forms of interactive, sales promotion and direct marketing
in this report—grew 11.3% to $7.66 billion in revenue in the U.S. [in 2005]; traditional
advertising and its media component advanced to $12.02 billion, a 5.1% advance that was
slightly stronger than last year." The growth of sales promotion, a significant portion of total
marketing services expenditures, is no doubt in part due to the proliferation of media channels by
cable, the availability of the Internet to channel direct marketing messages, and simply the fact
that advertising has become so ubiquitous it has become less effective: people tune (or mute) it
out.

CONSUMER PROMOTIONS

Consumer sales promotions are steered toward the ultimate product users—typically individual
shoppers in the local market—but the same techniques can be used to promote products sold by
one business to another, such as computer systems, cleaning supplies, and machinery. In
contrast, trade sales promotions target resellers—wholesalers and retailers—who carry the
marketer's product.

TRADE PROMOTIONS

A trade sales promotion is targeted at resellers—wholesalers and retailers—who distribute


manufacturers' products to the ultimate consumers. The objectives of sales promotions aimed at
the trade are different from those directed at consumers. In general, trade sales promotions hope
to accomplish four goals:
1. Develop in-store merchandising support, as strong support at the retail store level is the key to
losing the loop between the customer and the sale.

2. Control inventory by increasing or depleting inventory levels, thus helping to eliminate


seasonal peaks and valleys.

3.Expand or improve distribution by opening up new sales areas (trade promotions are also
sometimes used to distribute a new size of the product).

4. Generate excitement about the product among those responsible for selling it.

Tools of Sales Promotion


To increase the sale of any product manufactures or producers adopt different measures like
sample, gift, bonus, and many more. These are known as tools or techniques or methods of sales
promotion. Let us know more about some of the commonly used tools of sales promotion.

Free samples: You might have received free samples of shampoo, washing powder, coffee
powder, etc. while purchasing various items from the market. Sometimes these free samples are
also distributed by the shopkeeper even without purhasing any item from his shop. These are
distributed to attract consumers to try out a new product and thereby create new customers. Some
businessmen distribute samples among selected persons in order to popularize the product. For
example, in the case of medicine free samples are distributed among physicians, in the case of
textbooks, specimen copies are distributed among teachers.

Premium or Bonus offer: A milk shaker along with Nescafe, mug with Bournvita,
toothbrush with 500 grams of toothpaste, 30% extra in a pack of one kg. are the examples of
premium or bonus given free with the purchase of a product. They are effective in inducing
consumers to buy a particular product. This is also useful for encouraging and rewarding existing
customers.

Exchange schemes: It refers to offering exchange of old product for a new product at a price
less than the original price of the product. This is useful for drawing attention to product
improvement. ‘Bring your old mixer-cum-juicer and exchange it for a new one just by paying
Rs.500’ or ‘exchange your black and white television with a colour television’ are various
popular examples of exchange scheme.

Fairs and Exhibitions: Fairs and exhibitions may be organised at local, regional, national or
international level to introduce new products, demonstrate the products and to explain special
features and usefulness of the products. Goods are displayed and demonstrated and their sale is
also conducted at a reasonable discount. ‘International Trade Fair’ in New Sales Promotion 119
Delhi at Pragati Maidan, which is held from 14th to 27th November every year, is a wellknown
example of Fairs and Exhibitions as a tool of sales promotion.

Trading stamps: In case of some specific products trading stamps are distributed among the
customers according to the value of their purchase. The customers are required to collect these
stamps of sufficient value within a particular period in order to avail of some benefits. This tool
induces customers to buy that product more frequently to collect the stamps of required value.

Scratch and win offer: To induce the customer to buy a particular product ‘scratch and win’
scheme is also offered. Under this scheme a customer scratch a specific marked area on the
package of the product and gets the benefit according to the message written there. In this way
customers may get some item free as mentioned on the marked area or may avail of price-off, or
sometimes visit different places on special tour arranged by the manufacturers.

Money Back offer: Under this scheme customers are given assurance that full value of the
product will be returned to them if they are not satisfied after using the product. This creates
confidence among the customers with regard to the quality of the product. This technique is
particularly useful while introducing new products in the market.

Sales promotion activities are undertaken to achieve the following objectives

1. To increase sales by publicity through the media which are complementary to press and poster
advertising.

2. To disseminate information through salesmen, dealers etc., so as to ensure the product getting
into satisfactory use by the ultimate consumers.

3. To stimulate customers to make purchases at the point of purchase.

4. To prompt existing customers to buy more.

5. To introduce new products.

6. To attract new customers.

7. To meet competition from others effectively.


8. To check seasonal decline in the volume of sales.

In this age of servers competition, promotion is the only marketing tools which can be
manipulated easily. The reasons is that the present era is of information management. And the
company which communicates well succeeds.

The purpose of my study is to test effectiveness of the promotional activities of Continental


Contitech India in the present globalised economy of India. To test the effectiveness of
promoional activities of Continental Contitech I conducted exhaustive study and analysis of
market conditions of automotive during my training in Delhi. And I found that promotional
activities conducted by the company are satisfactory but they need certain improvement.
Chapter-4

Research Methodology
RESEARCH DESIGN

To access the effectiveness MARKETING STRATEGIES of "continental contitech" and judge


them in comparison to the MARKETING STRATEGIES of its rival ''Northland Rubber Pvt.
Ltd.'' are the objectives of my study. In other words, these are the problems for which research in
conducted.

UNIVERSE & SURVEY POPOLATION


The universe consists of all survey elements that qualify for inclusion in the research study. The
precise definition of the universe for a particular study is set by the research question, which
specifies who or what is of interest.

The universe may be consumers, retailers &.distributors.

SAMPLING

Systematic Random sampling method has been used to do survey for the purpose of research. I
have conducted the people in general to assess the advertising popularity. Retailer and
Distributors have been contacted to have an idea of effectiveness of promotional activities of
Continental Contitech.

Systematic Random sampling method has been applied in selecting the retailers and consumers.

METHOD OF COLLECTION

Primary data have been collected for the purpose of research Information are collected through
schedules. To avoid bias of behavior of the consumers and retailers identify was kept hidden.

Secondary data have the information is obtained from the brochure of


b o o k s , websites, newsletter, journals, magazines, newspapers, etc
ANALYSIS OF DATA

Analysis of data refers to the analyzing and interpreting the data collected. The primary data is
collected through questionnaire, personal observation and the collected data is analyzed through
graphical representation with the help of:

 Bar Diagrams
 Pie Charts, Tables etc.
 Interpretation

Collection of Data

Primary source Questionnaire method

Secondary source Internet

Magazines, Books, Websites

Universe Employees of Continental Contitech Pvt.Ltd

Sample Plan

Sampling Unit Retailers & Distributors

Sampling Size

Sampling Systematic Random Sampling Method


Technique

Research Questionnaire
Instrument
Analysis Pattern Tables

Pie chart

Content Pattern Questionnaire Analysis


NUMBER OF CONSUMERS, RETAILERS AND DISTRIBUTORS
CONTACTED

By applying systematic random sampling 90 consumers have been contacted and asked
regarding the advertisements of Continental Contitech.

35 retailers and 8 distributors of Udyog Vihar & Automotive Industry territory have been
contacted for assessing the effectiveness of sales promotional activities of continental contitech
and put several questions to judge whether they are satisfied with the schemes of sale promotion
or not.

COLLECTION OF THE DATA

This study was executed to evaluate the comparative position off continental with particular
reference to swati industry in Delhi. Data was collected with the help of questionnaires designed
separately for the retailers, Distributors & Consumers. The data was collected, has been
illustrated below through charts and graphical representations.
Chapter-5

Micro Analysis
DATA ANALYSIS AND INTERPRETAION

Data was collected with the help of questionnaires designed separately for the retailers,
Distributors & Consumers. The data was collected, has been illustrated below through charts and
graphical representations.

NUMBER OF CONSUMERS, RETAILERS AND DISTRIBUTORS


CONTACTED

By applying systematic random sampling 90 consumers have been contacted and asked
regarding the advertisements of Continental Contitech.

35 retailers and 8 distributors of Udyog Vihar & Automotive Industry territory have been
contacted for assessing the effectiveness of sales promotional activities of continental contitech
and put several questions to judge whether they are satisfied with the schemes of sale promotion
or not.

SURVEY OF DISTRIBUTORS

35 retailers and 8 distributors of Udyog Vihar & Automotive Industry territory have been
contacted for assessing the effectiveness of sales promotional activities of continental contitech
and put several questions to judge whether they are satisfied with the schemes of sale promotion
or not.

The data was collected, has been illustrated below through charts and graphical representations.
SURVEY OF DISTRIBUTORS

1. What do you think about the Sales promotional Schemes offer you by the company.

A. Excellent
B. Good
C. So-So
D. Not satisfied

REPLY NO. OF DISTRIBUTORS


Excelent 2
Good 5
So-So 2
Not 1
Satisfied

Distributors view about sales promotion


6
5
No. of distributors

4
3
2
1
0
Excelent Good So-So Not Satisfied
Distribution Reply

Above design clearly shows that 5 of the distributors think that the sales promotional Schemes
offered to him by the company is Good, 2 Excellent, other 2 So-So and 1 not satisfied.
2. Do you think that more Sales promotional Schemes are needed for distributors?

A. Yes
B. No

Reply No. of Distributors


Yes 7
No 3

Distributors Reply
8
7
No. of Distributors

6
5
4
3
2
1
0
Yes No

From the above diagram, it reveals that 7 distributors think that more sales promotion schemes
are needed for distributors of retailers and distributors think That more sales promotional
Schemes are not needed for distributors of retailers.
3. What do you think about personal – selling assistance gives to you by company?
A. Excellent
B. Good
C. So – So
D. Not Satisfied

Reply No. of Distributors


Excellent 3
Good 5
So-So 1
Not Satisfied 1

3
No. of Distributors
2

0
Excellent Good So-So Not Satisfied
Distributors Reply

From the diagram illustrated above, it is clear that 5 of the distributors think that personal selling
assistance gives to him by the company is Good, 2 Excellent, other 1 So-So and 1 not satisfied.
SURVEY OF RETAILERS

Ques 1. Which company’s product do you stock?

Product No. of Retailers


Continental 49
Northland 6
Both 45

60

49
50 45

40

30

20

10 6

0
continental northland both

From the survey of the outlets, it is found that 48% of the respondents stocks continental 6%
stock product and 45% stock both i.e. Continental’s and Northland’s product.
Ques2. Since how long you are selling Coupling?

Coupling No. of Retailers


Less than 1 year 27
1-2 21
2-5 22
More than 5 years 30

35

30

25

20

15

10

0
Less than 1 year 01-Feb 02-May More than 5 years

Above design clearly shows that 30% of the respondents selling coupling from more than 5 years
22% of the respondents selling product from 2-5 years, 21% selling this product from 1-2 years
and 27% of the respondents selling coke less than 1 year.
Ques 3. what promoted you to stock this product(Coupling)?

Reason No. of Retailers


Customer 55
Commission 36
Advertisement 1
Sales Promotion 8

Sales
Advertisemen Promotion
t 8%
1%

Commission
36% Customer
55%

Form the above diagram, it reveals that 55% of the Respondents stock this product due to the
customers. 36% of the respondents due to commission, 8% of the respondents stock this product
due to sales promotion and 1% of the respondents stock it due to advertisement.
Ques 4. What is your daily sale of Coupling?

Daily Sales (in box) No. of Box


0-1 43
1-5 54
5-10 3

3%

43%

54%

From the diagram illustrated above, it is clear that 54% of the respondents have daily between 1-
5 chart, 43 of the respondents have between 0-1 box daily sale, while only 3% of the respondents
have 5-10 box daily sale.
Ques 5. What product do you sell more?

Product No. of Box


Gear Coupling 75
Air Spring 25
Tyres 32
Tyre Bush 12
Others 8

80 75

70

60

50

40
32
30 25
20
12
10 8

0
Gear Coupling Air Spring Tyres Tyre Bush Others
Survey of the Consumers

Ques 1. Which Company’s product do you use coupling?

Product No. of Consumers


Continental Contitech 80
Northland 30
Both 90

Continental
Both Contitech
45% 40%

Northland
15%

From the diagram it may be clearly seen that 80 consumers like to coupling Continental
Contitech, 90 consumers like to Northland & 30 consumer like coupling both Continental
Contitech and Northland Rubber Pvt. Ltd.
Ques 2. What do you like about products of Continental Contitech?

Reason No. of Consumers


Advertisements 90
Brand Name 30
Taste & Quality 50
Schemes (like free gifts) 30

No. of Consumers

Schemes (like free


gifts), 30

Advertisements 90

Taste & Quality, 50

Brand Name
30

From the diagram illustrated above, it is clear that 90 consumers prefer Advertisement, 30
consumers prefer Brand name, 50 consumers prefer Test & Quality and 30 consumers prefer
Schemes (like free gifts)
Ques 3. Form what type of advertisement you inspired for Continental Tyres?

Types of Advertisement No. of Consumers


T.V. Advertisement 120
News Paper & Magazine 30
Posters & Banners 50

Posters & Banners, 50

T.V. Advertisement ,
120
News Paper &
Magazine, 30

Form the diagram illustrated above, it is clear that 120 consumers prefer T.V. Advertisement, 30
consumers prefer News Paper & Magazine, and 50 consumers prefer Posters & Banners.
Ques 4. Do you like Continental Contitech Product or Not?

Feedback No. of Consumers


Yes 140
No 60

1.2

0.8

0.6

0.4

0.2

From the diagram illustrated above, it is clear that 140 consumers prefer Continental Contitech
Product, and ony 60 consumers do not use Continental Contitech Product.
Ques 5. Do you like Continental Contitech Product and Northland Rubber Pvt. Ltd. Product at
single price?

Feedback No. of Consumers


Agree 180
Disagree 20

No. of Consumers

Disagree
10%

Agree
90%

From the pie chart illustrated above, it is clear that 180 consumers are ready to buy Continental
Contitech Product and Northland Rubber Pvt. Ltd. at single price but only 20 consumers does not
ready to our this offer.
Ques 6. Are you ready to buy our product at high price?

Particulars No. of consumers


In future 60
No 60
Never 80

90

80

70

60

50

40

30

20

10

0
In future No Never

From the above diagram, it states that 60 consumers are ready to buy Continental
Contitech Product in high price in future, 60 says no to consume and 80 said never
consume at high price.
Ques 7. Would you like Continental Contitech Product in a new variant?

Particulars No. of consumers


Yes 100
No 100

No. of consumers

100

80

60

40

20

0
Yes No

From the above diagram, it states that 100 consumers wants Continental Contitech Product in
new variant, and 100 consumers are not need to be a new variant
Chapter-6

Macro Analysis
By applying systematic random sampling 200 consumers have been contacted and asked
regarding the advertisements of Continental Contitech India Pvt. Ltd. 100 retailers and ten
distributors of Udyog vihar & DLF territory have been contacted for assessing the effectiveness
of sales promotional activities of Continental Contitech India Pvt. Ltd and to judge whether they
are satisfied with the schemes of sales promotion or not.

The purpose of my study is to test effectiveness of the Marketing strategies & Promotional
Activities of Continental Contitech India Pvt. Ltd. For test the effectiveness of promotional
activities of Continental Contitech I conducted exhaustive study and analysis of market
conditions of Coupling & Air spring during my training in DELHI. And I found the marketing
strategies & Promotional activities conducted by the company are satisfactory but they need
certain improvement. Findings of the study reveals positive effect of sale promotion activities.
According to the analysis of collected data sales promotions activities become motivation factor
for distributor & retailers.

They show interest in increasing the sales of product for achieving the target & they do this for
taking profit of sales promotional schemes.

Personal – selling assistance gives to them by the company & more POP’s. Advertising
materials and V- belt from Continental Contitech has also good result on sales.

Continental Contitech India Pvt. Ltd has captured a good market share through sales promotional
activities in DELHI. But for maintaining this market share and for expansion they need certain
improvement.
Conclusions:-

For the test effectiveness of promotional activities of Continental Contitech India Pvt. Ltd. I
conducted exhaustive study and analysis of market conditions of soft drink during my training in
Delhi. And I found the promotional activities conducted by the company are satisfactory but they
need certain improvement.

Suggestions:-

So as far as suggestion is concerned I would like to give some suggestions which will be helping
in boosting promotional activities. My suggestion are as follows.

I. It will be better if the company advertise promotional schemes to make the retailers
aware about those schemes as well as duration off the schemes so that they can be
benefited by those schemes.

II. During off season, target oriented promotion schemes should be started to motivated the
retailers which also be helpful in countering its rival.

III. Free gift must be distributed among retailer who sells higher quantity of Continental
Contitech product.

IV. When new promotional schemes started, information about the promotional scheme.
Must be published in newspaper and advertisement of the promotional scheme be
transmitted on television so that large number of consumer know about the promotional
scheme.
Chapter-6

BILIOGRAPHY
BILIOGRAPHY

1. BOOKS

 Kotler, Philip(2003), Marketing Management,11th Edition Prentice hall of India, New


Delhi.
 Kothari C.R.(2004) Research Methodolgy, 2nd Edition, New Delhi

2. MAGAZINE

 Business India
 Business World
 Gloom

3. WEBSITE

 www.google.com
 www.contitech.in
Chapter-7

Annexure
ANNEXURE

For the distributor

1. Are you satisfied with the sales promotional schemes offered to you by the company.

a) Excellent
b) Good
c) So-So
d) Not Satisfied

2. Do you think that more sales promotional schemes are needed for distributors of reatailers.

a) Yes
b) No

3. Are you satisfied with personal – selling assistance gives to you by company.

a) Excellent
b) Good
c) So-So
d) Not Satisfied
For the Retailers

Ques 1. Which company’s product do you stock?

Continental Northland Both

Ques 2. Since how long you are selling this product.

Less than 1 year

1-2 years

2-5 years

More than 5 years

Ques 3. What is your daily sale in this month in boxes?

0-5 5-30 30-150

Ques 4. what product do you sell more?

Northland Shakti Pully Continemtal

Ques 5. Would you like to remain with your ptoduct?

Yes No. Not sure