A PROJECT REPORT ON MARKETING STRATEGIES OF BENGAL INDUSTRIES PVT LTD

Submitted in partial fulfillment of the requirement for the award of Bachelors of Business Administration (BBA)

SUBMITTED BY: ______________________ BBA- 5TH SEMESTER

SUBMITTED TO: ______________________

BHARATI VIDYAPEETH DEEMED UNIVERSITY INSTITUTE OF MANAGEMENT & RESEARCH, NEW DELHI An ISO 9001:2008 Certified Institute NAAC Accredited Grade A University CRISIL Grading MBA Programme A* - National Level A**- State Level

PREFACE
Marketing should not be looked upon in a vacuum or in isolation. It is an essence taking a view of the whole business organization and its ultimate objective concern for marketing must penetrate all areas of the enterprise. Market surveys in todays competitive world are a must for every organization. The aim of this project was to comparatively study Bengal Industries operators and others operators and tries to reveal future prospects of Bengal Industries. To carry out this research a sample study was pursued where the target audience a region. Statistical and analytical tools ad techniques are applied to ascertain and depict the present scenario. Conclusion and there by recommendations has been arrive at by proper and justified interpretation of the result derived from the above said analytical tools and techniques.

ACKNOWLEDGEMENT

It is well-established fact that behind every achievement lies an unfathomable sea of gratitude to those who have extended their support and without whom the project would never have come into existence. I express my gratitude to BVIMR for providing me an opportunity to work on this thesis as a part of the curriculum. Also, I express my gratitude to Prof. _____________ for their kind cooperation.

TABLE OF CONTENT

Particular Acknowledgement Preface INTRODUCTION RESEARCH METHODOLOGY CONCEPTUAL DISCUSSION DATA ANALYSIS Findings & Recommendations Conclusion Bibliography Questionnaire

Page No.

CHAPTER-1 INTRODUCTION

ABOUT US

Bengal Industries manufactures stainless steel corrugated hoses, stainless steel wire braid and hose-assemblies at their state of the art facility at Faridabad, falls under national capital region i.e., New Delhi in India. The ISO-9001-2000 accredited company, was established in 1978, has grown to become one of the major producers of stainless steel corrugated flexible hoses in India. The company is professionally managed by a dedicated and motivated team of professionals. Bengal Industries is the only hose manufacturer in India to receive "CE" certification. This is from DNV, Norway for design, manufacture and testing of stainless steel corrugated flexible hose assemblies under Pressure Equipment Directive of European Council 97/23/EC. Supplying quality products continuously over three decades to over 35 countries worldwide by following a simple philosophy of continuous improvement in all spheres of business activity has now become a tradition. This has benefited the company substantially in attaining the status of priority supplier for its products to all customers in India as well as overseas. By starting the production of Flexible Exhaust Connectors (Flex pipes / couplings) for vehicle exhaust systems, Bengal Industries has now spread its manufacturing operations into the Automotive Component Industry. A brand new facility has been put to ensure best quality production of these components.

Recruitment of competent and qualified personnel, with relevant experience, at all levels. To provide a work environment that leads to self-motivation and employee commitment. Encouraging and facilitating our employees to continuously acquire new technical as well as behavioral skills. Providing opportunity to all employees to show initiative and apply their new skills to undertake improvement / Breakthrough projects. Suggestion Schemes backed with monetary benefit to encourage personnel to continuously think of improvement. Providing ample opportunities to the existing personnel for internal growth. Continuously imparting internal training to employees at various levels. Sponsoring employees with potential for managing key positions for External Training Programs. Timely, correct and effective communication to foster a spirit of openness. Transparency and thoroughness in decision making for inspiring mutual trust at all levels.

OUR PEOPLE
It is the people who make an organization - We at Bengal Industries Pvt. Ltd. believe growth-directed change can be achieved through committed and competent people at various levels. With this in mind, we have laid down our human resource policies to keep our people on the path to continuous improvement.

NATURE OF BUSINESS
Manufacturers and Exporters of Annular Corrugated Stainless Steel Flexible Hoses, Hose Assemblies and end Fittings/Connections (Flanges,Threaded Fittings,Camlock Couplings, Pipe Ends Etc). Pump Connector Hoses (SS 304, SS321 & SS 316L Grades), Stainless Steel Wire Braid, Composite Hose Assemblies, Automotive Exhaust Flex Connectors, Interlock Hoses.

PRODUCTS & SERVICES

Other products and services Hoses and tubes, flexible, metal Hoses and tubes, flexible, steel Hoses and tubes, flexible, metal, corrugated Hoses and tubes, metal, flexible, protective Hose, metal, flexible, high pressure Hose, metal, stainless Hose, metal, wire braided Pipes and tubes, metal, high pressure, flexible Internal combustion engine components and spare parts Exhaust pipes, engine Exhaust couplings, flexible, engine Motor vehicle engine, fuel system, exhaust and cooling system, heating and air conditioning system parts and spare parts (trade) Exhaust systems, motor vehicle (trade)

Two plants located within a close proximity having a total built up area of over 60,000 square feet. 100% captive powers back up to ensure non stop production resulting in timely delivery to customers. Tube mills for production Stainless steel tubes Braiding machines of European origin to produce quality Braids Hydro Forming Corrugators Mechanical Corrugators. Elastomer Bellow Forming Machines State of the art Interlock Hose manufacturing machine Leakage Testing Equipment. Fatigue and Cycle Life Test Machine Burst Pressure and Yield Tester Bend Radius Tester Flame Testing Machine

INFRASTRUCTURE

All products manufactured by us are subjected to leak detection test using compressed air. All products manufactured by us are checked for dimensional accuracy and pressure tested. Test certificated for pressure tests carried out will be provided. Tests stipulated by BS 6501 : Part 1 : 1991 / ISO 10380 : 2003 are conducted periodically. Raw material test certificates showing the physical and chemical properties will be furnished on request. Radiography. D.P. test certificates will be carried out against specific customer requirements. The products can be supplied under any third party inspection.

TESTING

QUALITY

Quality Assurance at Bengal Industries is of vital importance. Every stage of production is constantly monitored by a qualified team of QC Engineers. Bengal Industries has complete in-house testing facilities for various types of tests, as per international standards specified for metallic flexible hoses. We regularly conduct :

Flex fatique or cycle life test. Burst pressure / yield test. Bend radius test. Flame test. Every single hose assembly is tested hydraulically at 1.5 times working pressure before dispatching. Pneumatic testing is also carried out whenever necessary. All raw material used in the manufacture of hoses, braiding, and end-connections undergo rigid inspection by qualified engineers to ensure highest quality standards. Bengal Industries has been awarded ISO/TS 16949:2002 certificate by BSI, an independent global standards organization.

As a commitment to deliver the best quality products to the entire satisfaction of our customers, the exhaust connectors manufacturing process is closely monitored,

improved and at different stages incorporates routine testing based on the methods, norms and quality plans as per the international standards. This ensures that each exhaust connector produced gives the best performance for many years. Besides stringent in-house control of quality, raw materials are sourced only from reputed manufacturers and these are regularly counter checked from external independent agencies for physical, chemical and metallurgical properties.

VISION & MISSION

Our Vision is To make the name Bengal synonymous with Stainless Steel Flexible Tube Solutions. Where standards in quality and service climb new heights of excellence everyday. Where achievement is measured by letters from satisfied customers. Where strength lies in its employees, suppliers and distributors. Where the future is an outcome of today's manifestation. Our Mission We are continously striving to become an environment friendly company designing and producing world class products that satisfy real customer needs..

CUSTOMERS
Bengal products are exported to customers in all major foreign markets. Global standards in quality and environment; constant innovation; and collaboration with major global suppliers has given us the technology and expertise to access quality oriented customers worldwide At present our products are exported to over 35 countries worldwide including the North & South America, Eastern & Western Europe, Middle East, South & South East Asia, Australia and South Africa. A focus on supplying Zero Defect Product Quality combined with an efficient customer service and minimal response time has earned us a preferred supplier status with our customers.

PRODUCTS
AUTOMOTIVE

Bengal Industries manufacturers a wide range of Automotive Exhaust Connectors, which is a part of vehicle exhaust system installed between engine and muffler, and is used to decrease noise and vibration from engine exhaust system and absorb thermal expansion of muffler pipe resulted due to high temperature of exhaust gas. Automotive Exhaust connector is installed between the engine exhaust and the catalytic converter / muffler. In most of the front wheel drive vehicles, engine is transversely mounted because of the compact design. It helps to protect the silencer and engine from forces at the inlet connection due to high temperatures and fluctuations in exhaust flow rates. It compensates for the misalignment of exhaust pipe, seals the line to protect catalytic converter and prevents the air pollution caused by exhaust gases. The complete range includes Automotive Exhaust Connectors in various types e.g. (Standard Unlined, Inner Braid Lined and Interlock Hose Lined). These are available in all regular sizes and special sizes can also be manufactured according to specific customer requirements.

Interlock Tubes & EGR Tube

INDUSTRIAL

A wide range of metallic flexible hoses are manufactured in SS AISI 304, 321, 316 & 316-L conforming to BS 6501: Part 1 : 1991/ISO 10380:2003. Bengal Industries is the only hose manufacturer in India to receive "CE" certification. Stainless steel corrugated hoses are offered from 6mm NB (1/4') to 250mm NB (10). The annular corrugated hose body provides tight core of the assembly. We also manufacture highly flexible close pitch and heavy duty hoses for special applications. These are used in Refineries | Power Plants | Fertilizer Industry | Pharmaceutical Industry | Chemical Industry | Automotive Industry | Steam, Hot Water, Pneumatic Service Vacuum Systems | Air Conditioning & Refrigeration | Steel Plants | Nuclear Installations | Cryogenic Service | Paper Plants | Lubrication Systems | Defence Industry | Boilers | Piping | Ports & Ship Yards | Railways HOSE :::

A range of metallic flexible hoses are manufactured in SS AISI 304, 321, 316 & 316-L conforming to BS 6501 : Part 1 : 1991 / ISO 10380 : 2004 Stainless steel corrugated flexible hoses are offered from 6mm NB (1/4 ) to 250mm NB (10). The annular corrugated hose body provides tight core of the assembly. We also manufacture highly flexible close-pitch and heavy duty hoses for special applications. BRAID ::: When pressure is applied, unbraided corrugated hose tends to elongate axially. To restrain this, an external layer of SS wire braid is provided. The braid also makes the assembly pressure resistant. Sometimes two or even three layers of braiding are provided for higher pressure applications. The braiding is highly flexible and follows the movement of the hose.

The braid is normally manufactured in SS 304 wire. However SS 316 and SS 321 braid can also be manufactured. We also supply wire braid in different configurations as per customer specifications. ::: We have in-house designing facility and regularly manufactures hoses for highly critical applications. We also manufacture specials hoses like close pitch hoses / heavy duty hoses, jacketed hose-assemblies, road tanker and ship loading and unloading hoses for liquid cargo. The end connections are TIG Welded / Brazed by our welders approved by Lloyds register / DNV Welding procedures and welders are qualified as per ASME section IX by Lloyds Register and as per BS 4870 Part-1 : 1981 and BS 4871 Part -1 : 1982 by DNV.

ASSEMBLIES

INTERLOCK HOSE :::

These are manufactured on our dedicated state of the art production facility using latest technology imported machine. Interlock Exhaust Hoses and Exhaust Hoses with End Connection Systems are used worldwide as decoupling elements in Commercial Vehicle (Truck Manufacturers) exhaust systems. In addition to providing optimal torsional stability, they also guarantee perfect absorption of axial, lateral and angular vibrations at extremely high temperatures and are able to smoothen out fitting tolerances. The standard winding techniques result in high tensile strength and resistance to crushing, impact and mechanical stress. Tried and tested manufacturing processes and due to its improved profile geometry (Multi-sided, Double Interlocked Profile), this virtually gas-tight hose has excellent features. These are manufactured according to ISO 15465 standard. Its outstanding flexibility provides durability which has already been convincingly demonstrated with major truck producers such as Mercedes, MAN, Volvo, Scania,

DAF, IVECO etc.

APPLICATIONS
Refineries Power Plants Fertilizer Industry Pharmaceutical Industry Chemical Industry Automotive Industry Steam, Hot Water, Pneumatic Service

:::

Steel Plants Nuclear Installations Cryogenic Service Paper Plants Lubrication Systems Defence Industry Boilers Piping Ports and Ship Yards Railways

Vacuum Systems Air Conditioning & Refrigeration Vibration Absorption

ADVANTAGES OF FLEXIBLE HOSE

:::

High physical strength combined with light weight. Suitable for wide temperature range (-2700 C to +7000 C) Good corrosion resistance. Resistance to fire, moisture, abrasion and penetration. Absorbs vibration and noise from pumps, compressors, engines etc. Compensates for intermittent or constant movement. Compensates for thermal expansion or contraction of piping. Corrects problems of misalignment. A flexible and quick alternative for rigid piping in difficult locations.

TECHNICA L DATA ::
: An import substitute product, developed and manufactured by us. These hoses distinguish themselves due to their good performance in adverse and hostile conditions. These ultrasonically cleaned and degreased hoses are pressure sealed, leak proof under vacuum conditions and can be used with or without inside interlocked liner. We have supplied Water and Oxygen Lance Hoses to Steel Plants (Tisco, Rourkela, Vishakhapatnam, Bhilai & Bokaro).

INSTALLATION

:::

Metallic flexible hose-assemblies should be installed correctly to obtain maximum life. Install it torsionDo not twist the free hose Dimensions the hose adequately Avoid excessive bending of the hose Do not move the hose obliquely to the installation plane Do not allow the hose to sag Avoid torsional twist when fittings are not in line Dont permit axial movements Take care that the flexible length is not too short Use pipe bends Movement should be along the axis of the hose only Use a support Install in one plane only Install the hose vertical to the direction of movement Dimensions the exact length All movements should be only along the axis of the hose

Do not use excess length Avoid torsion due to angular movements

CHAPTER-2 RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
1. Primary Sources: i. ii. iii. Group discussions and Brainstorming sessions Questionnaire Interaction with sales staff of Bengal Industries

2. Secondary Sources: i. Internet

Objectives of the study: To get an empirical view of the Bengal Industries To study the procedure of customer complaints in Bengal Industries To get an insight of all the competitors. To study the various products offered. To study the customers preference and perception regarding Bengal Industries

Managerial usefulness of study: The study highlights the problems related to distribution of Bengal Industries also that the company can improve the service rendered by them as a distributor. The study gives information about prospective buyers both individual as well as institutional clients. The study provides the complete information about all close competitors of Bengal Industries It provides the feedback from customers regarding their problems and their perception about investing in Bengal Industries also that the company can improve their services. Helping the organization to understand the importance of business Getting to know where the organization is lacking in customer satisfaction Setting up the channel partner Bringing the notice to the organization the untapped markets

Data Collection This report is based on primary as well secondary data, however primary data collection was given more importance since it is overhearing factor in attitude studies. One of the most important users of research methodology is that it helps in identifying the problem, collecting, analyzing the required information data and providing an alternative solution to the problem .It also helps in collecting the vital information that is required by the top management to assist them for the better decision making both day to day decision and critical ones.

Research Methodology
Primary source include 1. Browsing internet 2. Visiting diff places such as Netaji subhash palace Wazirpur industrial area Pitampura associations Rohini

3. Interaction with channel manager Mr. Rajesh gulati 4. Interaction with the new as well as existing clients

Data sources: (A) Primary Data Primary data are those, which were collected afresh & for the first time and thus happen to be original in character. However, there are many methods of collecting the primary data. All have not been used for the purpose of this project. The ones that have been used are: Face to face (Interviewing) Observation

(B) Secondary Data When an investigator uses the data that has been already collected by others is called secondary data. The secondary data could be collected from the journals, reports and various publications. The advantage of the secondary data can be economical, both in the terms of money and time spent. In this report secondary data was collected through: Company balance sheets Reports and records Flow charts and tables Websites

Primary data was collected through questionnaires Sample size Sample area Sample method Duration of Study: The study was carried out for a period of two months, from 6TH OCT 2010 to 30 Nov 2010 Sampling: (A) Sampling procedure: The sample was selected of them who are the customers/visitors of Bengal Industries It was also collected through personal visits to persons, by formal and informal talks and through filling up the questionnaire prepared. The data has been analyzed by using mathematical/Statistical tool. : : : 20 New Delhi Random sampling method

Secondary source of data 1. Reports from the clients 2. Old data of existing clients 3. Tata tariff for different segments Research instruments Interaction with clients and channel manager Sample size 20 (B) Sample design:

Data has been presented with the help of bar graph, pie charts, line graphs etc. The following are the questionnaires that was been carried out at the time of survey. The questionnaires also show the value of perception of customers towards Bengal Industries
1 2 3

Bengal Industries in market Uses of Bengal Industries of Bengal Industries Satisfied customers of Bengal Industries Perception about the brand name Buying behavior of customer to Bengal Industries Preference of customers to Bengal Industries Reasons to prefer Bengal Industries awareness of the brand name in market

4
5 6 7

LIMITATIONS: Suggestion is based on the given information. Due to the large number of employee it was not possible to collect all the information from each. The time period is limited to know the entire process .We cannot draw effective conclusion as it is continuous process. The area of survey was limited to some particular areas.

SCOPE OF THE STUDY

Extensive survey on customer preferences will provide lot of valuable information about the brand awareness of the product and it will be easy to find out the likes and dislikes about the product. For company, it will provide through knowledge about the consumer preferences in comparison with other market product and suggest valuable direction of the current market trend. It will provide lot of information about the market trend and customer preferences about the product. It will include valuable suggestions for the company, how the company can strengthen their own brand? The study of customer preferences will provide me lot of information on: How customer profile differs across the user segments? Dopes the different classes of the customers differ their preferences? My study includes an extensive survey over 100 customers who normally use the services. The companies included:

Advantages of Projects 1) 2) required for it. 3) 4) 5) country 6) If we have any project for any purposed job, then there will be If a project is designed there is no wastage of money and material Projects have to work systematically It develops the mind of people and facilitates development of the Projects give sufficient ideas or purposed job It gives sufficient knowledge for type of material and money

great easiness in installation. 7) employed Modern, Scientific arrangement and management can be

CHAPTER-3 CONCEPTUAL DISCUSSION

MARKETING STRATEGY
Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centered around the key concept that customer satisfaction is the main goal. Marketing strategy is a method of focusing an organization's energies and resources on a course of action which can lead to increased sales and dominance of a targeted market niche. A marketing strategy combines product development, promotion, distribution, pricing, relationship management and other elements; identifies the firm's marketing goals, and explains how they will be achieved, ideally within a stated timeframe. Marketing strategy determines the choice of target market segments, positioning, marketing mix, and allocation of resources. It is most effective when it is an integral component of overall firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arena. Corporate strategies, corporate missions, and corporate goals. As the customer constitutes the source of a company's revenue, marketing strategy is closely linked with sales. A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement All four elements of the Marketing mix are closely related in formulating the Marketing strategy. Marketing planning involves establishing objectives for marketing activity, determining and scheduling the steps necessary to achieve the objectives, and then allocating the necessary resources. Marketing strategy includes the activities of finding a competitive advantage, planning for the companys growth, analyzing the companys portfolio and allocating the companys resources. Marketing control involves a careful monitoring of the results of the Marketing plan to ensure that the plan is achieving the objectives that were set and that it is costeffective. Facts of Marketing These are diverse facts of Marketing, but the tasks of Marketing remain the same: to understand the customer, know who is involved in making a purchase decision, and then develop a Marketing mix- product, price, distribution system, and - that will satisfy those customers.

MARKETING STRATEGY OPT BY THE BENGAL INDUSTRIES

Direct marketing addresses some of the biggest challenges in marketing a business lead generation, converting those leads into high quality customers, and then systematically growing customer profitability. Direct marketing helps the company to get through the marketing noise, and delivers a high return on investment for your marketing spend. With prospects being presented with so many choices, they seldom, if ever, buy at the first contact. In fact, it can take anything from 9 to 15 contacts before they have sufficient trust in you to finally buy your product. Systematic Direct Marketing is that set of processes - a marketing strategy based on direct marketing methods which will deliver an immediate and sustainable sales improvement.

By improvements we mean:

Your lead generation costs will drop, Converting leads into sales will not be due to profit-killing price discounts, and

Your quality clients will form enduring relationships - providing you with profitable repeat sales

The Highly Effective Cycle of Systematic Direct Marketing

In order to attract, retain and nurture a list of highly profitable customers, the company needs to craft direct marketing strategy around a number of marketing activities that can start in a fairly simple way, but over time develop into a fairly sophisticated set of direct marketing processes leading to prime aim of expanding. If you cycle through the following direct marketing activities you will experience an unprecedented improvement in your businesss results: Each direct marketing cycle will create a set of clients who can start providing the company with referrals. These lowest cost prospects will supplement the prospects that you attract through your normal ongoing lead generation techniques, yielding an ever-increasing prospect base for you to convert into customers. Services marketing is marketing based on relationship and value. It may be used to market a service or a product. Marketing a service-base business is different from marketing a goods-base business. There are several major differences, including: 1. The buyer purchases are intangible 2. The service may be based on the reputation of a single person 3. It's more difficult to compare the quality of similar services 4. The buyer cannot return the service Service Marketing has been relatively gaining ground in the overall spectrum of educational marketing as developed economies move farther away from industrial importance to service oriented economies. What is marketing? Marketing is the flow of goods and services from the producer to consumer. It is based on relationship and value. In common parlance it is the distribution and sale of goods and services. Marketing can be differentiated as: Marketing of products

 Marketing of services. Marketing includes the services of all those indulged may it be then the wholesaler retailer, Warehouse keeper, transport etc. In this modern age of competition marketing of a product or service plays a key role. It is estimated that almost 50% of the price paid for a commodity goes to the marketing of the product in US. Marketing is now said to be a term which has no particular definition as the definitions change every day. "Managing the evidence" refers to the act of informing customers that the service encounter has been performed successfully. It is best done in subtle ways like providing examples or descriptions of good and poor service that can be used as a basis of comparison. The underlying rationale is that a customer might not appreciate the full worth of the service if they do not have a good benchmark for comparisons. However, it is worth remembering that many of the concepts, as well as many of the specific techniques, will work equally well whether they are directed at products or services. In particular, developing a marketing strategy is much the same for products and services, in that it involves selecting target markets and formulating a marketing mix. Thus, Theodore Levitt suggested that "instead of talking of 'goods' and of 'services', it is better to talk of 'tangibles' and 'intangibles'". Levitt also went on to suggest that marketing a physical product is often more concerned with intangible aspects (frequently the `product service' elements of the total package) than with its physical . sales after service is very important in service sector. properties. Charles Revson made a famous comment regarding the business of Revlon Inc.: `In the factory we make cosmetics. In the store we sell hope.' Arguably, service industry marketing merely approaches the problems from the opposite end of the same spectrum,

INTERNAL INFLUENCES
You can start your examination of the influence on consumer purchase decisions by first looking inside yourselves to see which are the most important internal factors that affect how you make choices. Perceptual Filter Perception is how we see ourselves and the world we live in. However, what ends up being stored inside us doesnt always get there in a direct manner. Often our mental makeup results from information that has been consciously or unconsciously filtered as we experience it, a process we refer to as a perceptual filter. To us this is our reality, though it does not mean it is an accurate reflection on what is real. Thus, perception is the way we filter stimuli (e.g., someone talking to us, reading a newspaper story) and then make sense out of it. Perception has several steps. o o o o o Exposure Sensing a stimuli (e.g. seeing an ad) Attention An effort to recognize the nature of a stimuli (e.g. recognizing it is an ad) Awareness Assigning meaning to a stimuli (e.g., humorous ad for particular product) Retention Adding the meaning to ones internal makeup (i.e., product has fun ads) How these steps are eventually carried out depends on a persons approach to learning. By learning we mean how someone changes what they know, which in turn may affect how they act. There are many theories of learning, a discussion of which is beyond the scope of this tutorial, however, suffice to say that people are likely to

learn in different ways. For instance, one person may be able to focus very strongly on a certain advertisement and be able to retain the information after being exposed only one time while another person may need to be exposed to the same advertisement many times before he/she even recognizes what it is. Consumers are also more likely to retain information if a person has a strong interest in the stimuli. If a person is in need of new car they are more likely to pay attention to a new advertisement for a car while someone who does not need a car may need to see the advertisement many times before they recognize the brand of automobile. Marketing Implication: Marketers spend large sums of money in an attempt to get customers to have a positive impression of their products. But clearly the existence of a perceptual filter suggests that getting to this stage is not easy. Exposing consumers to a product can be very challenging considering the amount of competing product messages (ads) that are also trying to accomplish the same objective (i.e., advertising clutter). So marketers must be creative and use various means to deliver their message Once the message reaches consumer it must be interesting enough to capture the their attention (e.g., talk about the products benefits). But attending to the message is not enough. For marketers the most critical step is the one that occurs with awareness. Here marketers must continually monitor and respond if their message becomes distorted in ways that will negatively shape its meaning. This can often happen due in part to competitive activity (e.g., comparison advertisements). Finally, getting the consumer to give positive meaning to the message they have retained requires the marketer make sure that consumers accurately interpret the facts about the product. Knowledge Knowledge is the sum of all information known by a person. It is the facts of the world, as he/she knows it and the depth of knowledge is a function of the breadth of worldly experiences and the strength of an individuals long-term memory. Obviously what exists as knowledge to an individual depends on how an individuals perceptual filter makes sense of the information it is exposed to.

Marketing Implications: Marketers may conduct research that will gauge consumers level of knowledge regarding their product. As we will see below, it is likely that other factors influencing consumer behavior are in large part shaped by what is known about a product. Thus, developing methods (e.g., incentives) to encourage consumers to accept more information (or correct information) may affect other influencing factors. Attitude In simple terms attitude refers to what a person feels or believes about something. Additionally, attitude may be reflected in how an individual acts based on his or her beliefs. Once formed, attitudes can be very difficult to change. Thus, if a consumer has a negative attitude toward a particular issue it will take considerable effort to change what they believe to be true.

Marketing Implication: Marketers facing consumers who have a negative attitude toward their product must work to identify the key issues shaping a consumers attitude then adjust marketing decisions (e.g., advertising) in an effort to change the attitude. For companies competing against strong rivals to whom loyal consumers exhibit a positive attitude, an important strategy is to work to see why consumers feel positive toward the competitor and then try to meet or beat the competitor on these issues. Alternatively, a Bengal Industries can try to locate customers who feel negatively toward the competitor and then increase awareness among this group. Personality An individuals personality relates to perceived personal characteristics that are consistently exhibited, especially when one acts in the presence of others. In most, but not all, cases the behaviors one projects in a situation is similar to the behaviors a person exhibits in another situation. In this way personality is the sum of sensory experiences others get from experiencing a person (i.e., how one talks, reacts). While ones personality is often interpreted by those we interact with, the person has their

own vision of their personality, called self-concept, which may or may not be the same has how others view us. Marketing Implication: For marketers it is important to know that consumers make purchase decisions to support their self-concept. Using research techniques to identify how customers view themselves may give marketers insight into products and promotion options that are not readily apparent. For example, when examining consumers a marketer may initially build marketing strategy around more obvious clues to consumption behavior, such as consumers demographic indicators (e.g., age, occupation, income). However, in-depth research may yield information that shows consumers are purchasing products to fulfil self-concept objectives that have little to do with the demographic category they fall into (e.g., senior citizen may be making purchases that make them feel younger). Appealing to the consumers self concept needs could expand the market to which the product is targeted. Lifestyle This influencing factor relates to the way we live through the activities we engage in and interests we express. In simple terms it is what we value out of life. Lifestyle is often determined by how we spend our time and money. Marketing Implication: Products and services are purchased to support consum itions carry certain responsibilities yet it is important to understand that some of these responsibilities may, in fact, be perceived and not spelled out or even accepted by others. In support of their roles, consumers will make product choices that may vary depending on which role they are assuming. As illustration, a person who is responsible for selecting snack food for an office party his boss will attend may choose higher quality products than he would choose when selecting snacks for his family.

Marketing Implication:

Advertisers often show how the benefits of their products aid consumers as they perform certain roles. Typically the underlying message of this promotional approach is to suggest that using the advertisers product will help raise ones status in the eyes of others while using a competitors product may have a negative effect on status. Motivation Motivation relates to our desire to achieve a certain outcome. Many internal factors we have already discussed can affect a customers desire to achieve a certain outcome but there are others. For instance, when it comes to making purchase decisions customers motivation could be affected by such issues as financial position (e.g., can I afford the purchase?), time constraints (e.g., do I need to make the purchase quickly?), overall value (e.g., am I getting my moneys worth?), and perceived risk (e.g., what happens if I make a bad decision). Marketing Implication: Motivation is also closely tied to the concept of involvement, which relates to how much effort the consumer will exert in making a decision. Highly motivated consumers will want to get mentally and physically involved in the purchase process. Not all products have a high percentage of highly involved customers (e.g., milk) but marketers who market products and services that may lead to high level of consumer involvement should prepare options that will be attractive to this group. For instance, marketers should make it easy for consumers to learn about their product (e.g., information on website, free video preview) and, for some products, allow customers to experience the product (e.g., free trial) before committing to the purchase.

EXTERNAL INFLUENCES
Consumer purchasing decisions are often affected by factors that are outside of their control but have direct or indirect impact on how we live and what we consume. Culture Culture represents the behavior, beliefs and, in many cases, the way we act learned by interacting or observing other members of society. In this way much of what we do is shared behavior, passed along from one member of society to another. Yet culture is a broad concept that, while of interest to marketers, is not nearly as important as understanding what occurs within smaller groups or sub-cultures to which we may also belong. Sub-cultures also have shared values but this occurs within a smaller groups. For instance, sub-cultures exist where groups share similar values in terms of ethnicity, religious beliefs, geographic location, special interests and many others.

Marketing Implication: As part of their efforts to convince customers to purchase their products, marketers often use cultural representations, especially in promotional appeals. The objective is to connect to consumers using cultural references that are easily understood and often embraced by the consumer. By doing so the marketer hopes the consumer feels more comfortable with or can relate better to the product since it corresponds with their cultural values. Additionally, smart marketers use strong research efforts in an attempt to identify differences in how sub-culture behaves. These efforts help pave the way for spotting trends within a sub-culture, which the marketer can capitalize on through new marketing tactics (e.g., new products, new sales channels, added value, etc.).

Other Group Membership In addition to cultural influences, consumers belong to many other groups with which they share certain characteristics and which may influence purchase decisions. Often these groups contain opinion leaders or others who have major influence on what the customer purchases. Some of the basic groups that may be included: Social Class Represents the social standing one has within a society based on such factors as income level, education, occupation Family Ones family situation can have a strong effect on how purchase decisions are made Reference groups

Most consumers simultaneously belong to many other groups with which they associate or, in some cases, feel the need to disassociate.

Marketing Implication: Identifying and understanding the groups consumers belong to is a key strategy for marketers. Doing so helps identify target markets, develop new products, and create appealing marketing promotions to which consumers can relate. In particular, marketers seek to locate group leaders and others to whom members of the group look for advice or direction. These opinion leaders, if well respected by the group, can be used to gain insight into group behavior and if these opinion leaders accept promotional opportunities could act as effective spokespeople for the marketers products

Decisions about the elements of Marketing For all decisions marketers must consider the overall environment in which their business Bengal Industries operates. Important factors include not only the legal, cultural, political, and economic environments of the overall society but also the companys corporate environment and the financial constraints in which it operates. Marketing research is the phase of Marketing concerned with obtaining usable information, to make it more effective it is necessary to define carefully what information is required to make a better decision. After defining the problem, the marketers specify the source of information to be collected and analyzed. Consumer research is another important aspect of Marketing research, concentrates on buyer behaviour. Segmentation is also an important aspect of Marketing. The consumers who need product category are diverse; not everybody will want the same thing from the product category, will want to buy it in the same place, is interested in the same kinds of features or services. On the other hand it is not realistic to offer a unique product for each customer. There are group of customers with similar sets of needs, and the market can be divided into such groups. This concept is known as Market Segmentation. Once the needs of the market are understood, the marketer considers the details of what the Bengal Industries might offer. It should try to develop the product that will satisfy the needs of the consumer in the market segment that had been identified and selected; provide the product at a price customers are willing to pay; create a distribution system that makes the product available to the customer in the place where it can be purchased; and communicate the appropriate information to promote the product, making customers aware of and interested in the product, helping them understand what the product offers, and reminding them that the product is available. These four elements: - product, price, promotion and place constitute the marketing mix. They are sometimes referred to as the four Ps of Marketing. The appropriate Marketing mix varies with the market targeted.

CUSTOMER SATISFACTION OF BENGAL INDUSTRIES

Customer satisfaction, a term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals."[1] In a survey of nearly 200 senior marketing managers, 71 percent responded that they found a customer satisfaction metric very useful in managing and monitoring their businesses.[1] It is seen as a key performance indicator within business and is often part of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy.[2] Within organizations, customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth marketing, which is both free and highly effective.[1] Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and representative measures of satisfaction. In researching satisfaction, firms generally ask customers whether their product or service has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When customers have high expectations and the reality falls short, they will be disappointed and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for example, might receive a lower satisfaction rating than a budget moteleven though its facilities and service would be deemed superior in absolute terms. The importance of customer satisfaction diminishes when a firm has increased bargaining power. For example, cell phone plan providers, such as AT&T and Verizon, participate in an industry that is an oligopoly, where only a few suppliers of a certain product or service exist. As such, many cell phone plan contracts have a lot of fine print with provisions that they would never get away if there were, say, a

hundred cell phone plan providers, because customer satisfaction would be way too low, and customers would easily have the option of leaving for a better contract offer. There is a substantial body of empirical literature that establishes the benefits of customer satisfaction for firms.

Purpose

A business ideally is continually seeking feedback to improve customer satisfaction. Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty. Customer satisfaction data are among the most frequently collected indicators of market perceptions. Their principal use is twofold. 1. Within organizations, the collection, analysis and dissemination of these data send a message about the importance of tending to customers and ensuring that they have a positive experience with the companys goods and services 2. Although sales or market share can indicate how well a firm is performing currently, satisfaction is an indicator of how likely it is that the firms customers will make further purchases in the future. Much research has focused on the relationship between customer satisfaction and retention. Studies indicate that the ramifications of satisfaction are most strongly realized at the extremes. On a five-point scale, individuals who rate their satisfaction level as 5 are likely to become return customers and might even evangelize for the firm. (A second important metric related to satisfaction is willingness to recommend. This metric is defined as "The percentage of surveyed customers who indicate that they would recommend a brand to friends." When a customer is satisfied with a product, he or she might recommend it to friends, relatives and colleagues. This can be a powerful marketing advantage.) Individuals who rate their satisfaction level as 1, by contrast, are unlikely to return. Further, they can hurt the firm by making negative comments about it to prospective customers. Willingness to recommend is a key metric relating to customer satisfaction.

Construction (Measuring customer satisfaction) Organizations need to retain existing customers while targeting non-customers. Measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. Customer satisfaction is measured at the individual level, but it is almost always reported at an aggregate level. It can be, and often is, measured along various dimensions. A hotel, for example, might ask customers to rate their experience with its front desk and check-in service, with the room, with the amenities in the room, with the restaurants, and so on. Additionally, in a holistic sense, the hotel might ask about overall satisfaction with your stay. As research on consumption experiences grows, evidence suggests that consumers purchase goods and services for a combination of two types of benefits: hedonic and utilitarian. Hedonic benefits are associated with the sensory and experiential attributes of the product. Utilitarian benefits of a product are associated with the more instrumental and functional attributes of the product (Batra and Athola 1990). Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other options the customer may have and other products against which the customer can compare the organization's products. Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988 provides the basis for the measurement of customer satisfaction with a service by using the gap between the customer's expectation of performance and their perceived

experience of performance. This provides the measurer with a satisfaction "gap" which is objective and quantitative in nature. Work done by Cronin and Taylor propose the "confirmation/disconfirmation" theory of combining the "gap" described by Parasuraman, Zeithaml and Berry as two different measures (perception and expectation of performance) into a single measurement of performance according to expectation. The usual measures of customer satisfaction involve a survey with a set of statements using a Likert Technique or scale. The customer is asked to evaluate each statement and in term of their perception and expectation of performance of the organization being measured. Their satisfaction is generally measured on a five-point scale.

Customer satisfaction data can also be collected on a 10-point scale. Regardless of the scale used, the objective is to measure customers perceived satisfaction with their experience of a firms offerings. It is essential for firms to effectively manage customer satisfaction. To be able do this, we need accurate measurement of satisfaction. Good quality measures need to have high satisfaction loadings, good reliability, and low error variances. In an empirical study comparing commonly used satisfaction measures it was found that two multi-item semantic differential scales performed best across both hedonic and utilitarian service consumption contexts. According to studies by Wirtz & Lee (2003), they identified a six-item 7-point semantic differential scale (e.g., Oliver and Swan 1983), which is a six-item 7-point bipolar scale, that consistently performed best across both hedonic and utilitarian services. It loaded most highly on satisfaction, had the highest item reliability, and had by far the lowest

error variance across both studies. In the study, the six items asked respondents evaluation of their most recent experience with ATM services and ice cream restaurant, along seven points within these six items: please me to displeased me, contented with to disgusted with, very satisfied with to very dissatisfied with, did a good job for me to did a poor job for me, wise choice to poor choice and happy with to unhappy with. A semantic differential (4 items) scale (e.g., Eroglu and Machleit 1990), which is a four-item 7-point bipolar scale, was the second best performing measure, which was again consistent across both contexts. In the study, respondents were asked to evaluate their experience with both products, along seven points within these four items: satisfied to dissatisfied, favorable to unfavorable, pleasant to unpleasant and I like it very much to I didnt like it at all. The third best scale was single-item percentage measure, a one-item 7-point bipolar scale (e.g., Westbrook 1980). Again, the respondents were asked to evaluate their experience on both ATM services and ice cream restaurants, along seven points within delighted to terrible. It seems that dependent on a trade-off between length of the questionnaire and quality of satisfaction measure, these scales seem to be good options for measuring customer satisfaction in academic and applied studies research alike. All other measures tested consistently performed worse than the top three measures, and/or their performance varied significantly across the two service contexts in their study. These results suggest that more careful pretesting would be prudent should these measures be used. Finally, all measures captured both affective and cognitive aspects of satisfaction, independent of their scale anchors. Affective measures capture a consumers attitude (liking/disliking) towards a product, which can result from any product information or

experience. On the other hand, cognitive element is defined as an appraisal or conclusion on how the products performance compared against expectations (or exceeded or fell short of expectations), was useful (or not useful), fit the situation (or did not fit), exceeded the requirements of the situation (or did not exceed).

Methodologies American Customer Satisfaction Index (ACSI) is a scientific standard of customer satisfaction. Academic research has shown that the national ACSI score is a strong predictor of Gross Domestic Product (GDP) growth, and an even stronger predictor of Personal Consumption Expenditure (PCE) growth. On the microeconomic level, academic studies have shown that ACSI data is related to a firm's financial performance in terms of return on investment (ROI), sales, long-term firm value (Tobin's q), cash flow, cash flow volatility, human capital performance, portfolio returns, debt financing, risk, and consumer spending. Increasing ACSI scores has been shown to predict loyalty, word-of-mouth recommendations, and purchase behavior. The ACSI measures customer satisfaction annually for more than 200 companies in 43 industries and 10 economic sectors. In addition to quarterly reports, the ACSI methodology can be applied to private sector companies and government agencies in order to improve loyalty and purchase intent. Two companies have been licensed to apply the methodology of the ACSI for both the private and public sector: CFI Group, Inc. and Foresee Results apply the ACSI to websites and other online initiatives. ASCI scores have also been calculated by independent researchers, for example, for the mobile phones sector, higher education, and electronic mail. The Kano model is a theory of product development and customer satisfaction developed in the 1980s by Professor Noriaki Kano that classifies customer preferences into five categories: Attractive, One-Dimensional, Must-Be, Indifferent, Reverse. The Kano model offers some insight into the product attributes which are perceived to be important to customers. POSE Analysis offers an alternative to customer satisfaction. Instead of evaluating satisfaction with a proposition, POSE Analysis determines both the positioning and

strength of a proposition. POSE Analysis thus offers a competitive perspective to customer satisfaction. SERVQUAL or RATER is a service-quality framework that has been incorporated into customer-satisfaction surveys (e.g., the revised Norwegian Customer Satisfaction Barometer[to indicate the gap between customer expectations and experience. J.D. Power and Associates provides another measure of customer satisfaction, known for its top-box approach and automotive industry rankings. J.D. Power and Associates' marketing research consists primarily of consumer surveys and is publicly known for the value of its product awards. Other research and consulting firms have customer satisfaction solutions as well. These include A.T. Kearney's Customer Satisfaction Audit process, which incorporates the Stages of Excellence framework and which helps define a companys status against eight critically identified dimensions. For Business to Business (B2B) surveys there is the InfoQuest box. This has been used internationally since 1989 on more than 110,000 surveys (Nov '09) with an average response rate of 72.74%. The box is targeted at "the most important" customers and avoids the need for a blanket survey. In the European Union member states, many methods for measuring impact and satisfaction of e-government services are in use, which the eGovMoNet project sought to compare and harmonize. These customer satisfaction methodologies have not been independently audited by the Marketing Accountability Standards Board (MASB) according to MMAP (Marketing Metric Audit Protocol).

CHAPTER-4 DATA ANALYSIS

DATA ANALYSIS
1. Does Bengal Industries has enough resources to sell their products? (a) Strongly Agree (b) Agree (c) Disagree (d) Strongly Disagree

The survey showed that 30% of the people who were surveyed strongly agree to the option that Bengal Industries possess relevant resources to sell out their products that is construction of housing societies and complexes to the relevant customers, where as 34% and 26% respectively came to a conclusion of agreeing and disagreeing the fact and fixtures. Whereas 10% strongly disagreed with the point and thought that the company has to improvise in the certain areas so that the selling of the product may increase as per the yearly targets.

2.

What according to you is the products best selling point? (a) Cheap (b) Quality (c) Easy availability (d) Others

Bengal Industries being a relatively new company in the market and having high competition, the respondents agreed to a certain level that the easy availability and quality of the construction is the main and leading beat selling point. A cumulative of 62% (30% and 32%) respectively agreed to the same, where as a healthy percentage of 38% came to the decision that the price and various other factors were the main selling point of the product.

3.

What is the target audience for Bengal Industries ? (a) High income group (b) Middle Income Group (c) lower Income Group (d) All

In the questionnaire the main question was the target audience of Bengal Industries Being a real estate firm it is very important for the company to set their preferences in regard to target audience. The respondents agreed to the point that the company should focus more on the Middle income group people because the segment of the housing societies that the company deals in can be easily sold to middle income group. Nearly 40% of the respondents agreed to that point. 28% respondents also agreed to the fact that lower income group can also be targeted as know they have the power of housing loan schemes from various banks. 14% favoured the high income group people to be the target audience keeping in mind the business of the company of building complexes.

4.

Where does Bengal Industries sells their products? (a) In a business premise (b) Through Agents (c) Online (d) through business sources

According to the respondents the main place of selling for Bengal Industries is within their business premises. 30% agreed to the point that the main business is generated within the premises this is because the purchasers visit the company so as to view the flats and complexes and main collaborations regarding the construction of various sites for roads is done within the company. The company also sells the products through the agents on the commission basis. This helps them to obtain good volume of sales because more often the customers goes to agents and property dealers to buy property, which in turn have link with the company, 45% selling is done through these dealers. With the growing use of internet for various purchases the company had also started online procedures for sales through internet.

5.

What Does the Marketing plan of Bengal Industries covers? (a) Internet (b) Advertising (e) Public Relations (c) Sales Promotion (d) Direct Marketing

The main aims of the marketing plan that Bengal Industries has is to advertise their product in the market and to do direct marketing at the same time. 28% and 29% of the respondents agreed to the same point. Then main focus is on sales promotion of the products, later comes the use of internet to advertise and market the product so as to grow public relations with more and more customers which in turn will be a great help increasing the turnover of the company.

6.

How can marketing help increase in sale for Bengal Industries ? (a) Increase in profit (c) Building a brand name (b) Increasing customer knowledge (d) no use

Marketing has a core aim of increasing the sale of the company. According to a large number of respondents (38%) marketing will help the company to increase sale which will result in increasing the profit of the company which can be further used for expansion of the business. More over Bengal Industries being a new brand in the market has to also understand the importance of building a potential and sustainable brand name in the market. Marketing will contribute in the cause according to 31% of the respondents. Marketing and proper advertisement will also make the customers aware of the upcoming projects and will provide them with the knowledge.

7.

What is the best medium for the advertisement according to your point of view? (a) Local Newspapers (b) Hoardings (e) Internet (c) Radio (d) Campaigns

Bengal Industries according to the respondents should advertise the product through local news papers. 34% agreed to it. The reason being easy penetration of newspapers amongst the people in the society, a very large percentage of people read newspapers on daily basis and this can be a core means of advertising the product. Radio in the present day has become very popular amongst the people, with easy access in every house and cars it has grown as a very strong medium of advertisement, 23% of the respondents also share the same view. 18% each agreed to the point that hoardings and campaigns can also be used as effective means of advertisement.

8.

What according to you can be other modes of marketing that can be used (a) Direct Mail (b) Brand Marketing (c) Social Media Marketing (d) Mobile Web Marketing

by Bengal Industries .

Ways of marketing is another important segment of marketing. The various modes can be direct mail, brand marketing, social media marketing and mobile web marketing. 39% of the respondents agreed to the point that social media marketing can be a perfect way of marketing. Whereas 33% approved that brand marketing can be used as the mode, which states that the company should use its brand name for marketing the product. A cumulative of 28% agreed that direct mail and mobile web marketing that is marketing through SMS and cold calling can also turn as an effective way of marketing.

9.

How much according to you Bengal Industries is willing and realistically able to spend on advertisement? (a) 0 to 10% of Revenue (b) 10% to 20% of Revenue (c) 20% to 30% of Revenue (d) 30% to 40% of Revenue

Every company has to decide a budget for marketing. A proper budget helps in effectiveness of the marketing schedule. 48% of the respondents agreed to the point that Bengal Industries should invest about 20% to 30% of their revenue in marketing because being a new company they need to build a brand name and to do that it takes a lot of funds and resources. While 25% people have a view that a little less amount can also do the needful.

10.

What according to you is the impression of the advertisement by Bengal Industries ? (a) Funny (b) Interesting (c) Informative (d) Boring

When the respondents were questioned regarding the effectiveness of the current advertisement, 42% of them said that the advertisement is informative and provides knowledge about the product. 33% agreed that the advertisement was interested enough to pay attention on the advertisement. On the other hand 18% and 7% respondents respectively replied the advertisement was funny and boaring.

FINDINGS

FINDINGS
Company should give more importance in Brand Building. o Brand equity and Brand awareness should be created. o Prices should go with the volume and according to the competitors. Dealer oriented schemes giving moral boost should be encouraged on par with other companies. 100 % Transparency and accuracy in transactions to dealers should be made available from time to time. o Logistic arrangements should be assured to dealers/ consumers for intercity movements. o Confidence building measures should be periodically under taken. The survey showed that 30% of the people who were surveyed strongly agree to the option that Bengal Industries possess relevant resources to sell out their products that is construction of housing societies and complexes to the relevant customers Relatively new company in the market and having high competition, the respondents agreed to a certain level that the easy availability and quality of the construction is the main and leading beat selling point. Being a real estate firm it is very important for the company to set their preferences in regard to target audience. Then main focus is on sales promotion of the products, later comes the use of internet to advertise and market the product so as to grow public relations with more and more customers which in turn will be a great help increasing the turnover of the company. Marketing and proper advertisement will also make the customers aware of the upcoming projects and will provide them with the knowledge.

RECOMMENDATIONS

RECOMMENDATIONS
Bengal Industries is entering the market and therefore has to necessarily preparing the entire costing with an intention to provide the best goodwill. I have seen the attitude and style of the working of this companys people is very good and target oriented. They are full of zeal to work for the organization which is a good sign for the development of the company. Even in this recession period when most of the companies are struggling to survive this company is one of those strong companies which is not only stable but making huge profits.

CONCLUSION

CONCLUSION
The investment objective of the Portfolio is to generate long term capital appreciation from a portfolio of equity and equity linked instruments. The investment portfolio for equity and equity linked instruments is primarily drawn from the banks in the BSE 30- Index. As observed, the portfolio is undiversified as the Bengal Industries included are from a single sectors viz. Banking. Thus the risk can not be diversified to a large extent. Moreover it is also observed that the returns from the Portfolio are on the tracks. Initially for some period the Portfolio did not give as good returns as the Index i.e. BSE 30 but after sometime the returns generated by the fund outperformed the Index Returns. After that a very heavy fall in the return of index as well as portfolio was seen.

ANNEXURE

QUESTIONNAIRE
1. Do Bengal Industries has enough resources to sell their products? (a) Strongly Agree (b) Agree 2. (c) Disagree (d) Strongly Disagree

What according to you is the products best selling point? (b) Cheap (b) Quality (c) Easy availability (d) Others

3.

What is the target audience for Bengal Industries? (c) High income group (d) Middle Income Group (c) lower Income Group (d) All

4.

Where does Bengal Industries sells their products? (a) In a business premise (b) Through Agents (c) Online (d) through business sources

5.

What Does the Marketing plan of Bengal Industries covers? (a) Internet (b) Advertising (e) Public Relations (c) Sales Promotion (d) Direct Marketing

6.

How can marketing help increase in sale for Bengal Industries ? (c) Increase in profit (c) Building a brand name (d) Increasing customer knowledge (d) no use

7. view?

What is the best medium for the advertisement according to your point of (a) Local Newspapers (b) Hoardings (c) Radio (d) Campaigns (e) Internet

8.

What according to you can be other modes of marketing that can be used by Bengal Industries . (a) Direct Mail (b) Brand Marketing (c) Social Media Marketing (d) Mobile Web Marketing

9.

How much according to you Bengal Industries are willing and realistically able to spend on advertisement? (a) 0 to 10% of Revenue (b) 10% to 20% of Revenue (c) 20% to 30% of Revenue (d) 30% to 40% of Revenue

10.

What according to you is the impression of the advertisement by Bengal Industries ? (a) Funny (b) Interesting (c) Informative (d) Boring

BIBLIOGRAPHY

BIBLIOGRAPHY

WEBSITES www.scribd.com www.google.com www.wekipedia.com www.bengalind.com

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