Internship project of marketing strategies analysis

PROJECT REPORT
ON

AN ANALYSING OF MARKETING STRATEGIES
WITH REFERENCE TO GREAT AID PVT. LTD

Submitted in the partial fulfillment of the degree of

Bachelor of Business Administration
(2017-2018)
SUBMITTED BY:
NAME OF THE STUDENT – HARSHITA BANSAL
ROLL NO. -
Under the guidance of
MS. Ruchi kalia
(ASST. PROFESSOR)
MS.Saina Jain
(ASST. PROFESSOR)
SUBMITTED TO:

Ideal Institute of Management & Technology & School of Law
16-x Karkardooma Institutional Area, Delhi-92

CERTIFICATE

This is to certify that the project entitled “An Analysing of marketing strategies
with reference to Great Aid Pvt. Ltd.” is bonafide work carried out by Harshita
Bansal student of BBA (CAM), Ideal Institute of Management & Technology and
School of Law during the year 2017 in Partial Fulfillment Of the requirements
for the Award of the Degree of BBA (CAM) under my Guidance & Direction. To
the best of my Knowledge and belief the data & information presented by her in
the project has not been submitted earlier.

MS. RUCHI KALIA
(ASST. PROFESSOR)
(SUPERVISOR)

MS. SAINA JAIN
ASSISTANT PROFESSOR
(SUPERVISOR)

ACKNOWLEDGEMENT

I am writing this final Project for the program of Bachelor of Business
Administration on “An Analysing of marketing strategies with reference to
Great Aid Pvt. Ltd.” for Ideal Institute of Management & Technology and
School of Law, Affiliated to Guru Gobind Singh Indraprastha University.
It has been a great challenge but a plenty of learning and opportunities to gain a
huge amount of knowledge on the way of writing this Project report. I could not
have completed my Project without the constant guidance of Ms.Ruchi kalia
(Asst. Prof.) and Ms.Saina Jain (Asst. Prof.) our faculty guide, who helped
me along the way and was always prepared to give me feedback and guidelines
whenever I needed it.

Harshita Bansal
Enroll no. -

TABLE OF CONTENT

CH-1 INTRODUCTION…………..……………………………………………1
1.1. MARKETING ……………………………………………………………………………2
1.2. MARKETING MIX ……………………………………………………………………...3
1.3. MARKETING STRATEGY ……………………………………………………………..5
1.4. NATURE OF MARKETING STRATEGIES ……………………………………….......6
1.5. ESSENTIALS OF MARKETING STRATEGIES ………………………………………7
1.6. TYPES OF MARKETING STRATEGIES …………………………………………...…8
1.7. THE ROLE OF MARKETING MIX IN STRATEGY …………………………………15
1.8. OBJECTIVES OF STUDY ……………………………………………………………..15
1.9. REVIEW OF LITERATURE ………………………… ……………………………......15
1.10. SCOPE OF STUDY …………………………………………………………………20
1.11. RESEARCH AND METHODOLOGY ……………………………………………..20
1.12. LIMITATION …………………………………………………………………….....22
CH-2 COMPANY PROFILE………………………………………………………………23
2.1. ABUOT GREAT AID GROUP…………………………………………………………24
2.2. ABOUT GREAT AID MARKETING PRIVATE LMT………………………………..25
2.3 GREAT AID MARKETING IS THE DEALER OF…………………………………….27
2.4 CLIENTS OF THE COMPANY………………………………………………….……...31
2.5 VISION…………………………………………………………………………………..32
2.6 DEDICATION………………………………………….…………………… …………..32
2.7 STRATEGY……………………………………...………………………………………32
2.8 OUR BASIC PRINCIPLE……………………………………………………………….32
2.9 THE WORK CULTURE………………………………………………………………...33
2.10 COMPITITORES…………………………………………………………...………….33
2.11 THE PRODUCTS GREAT AID DEALS WITH…………………………… …………33
2.12 SWOT ANALYTIS ……………………………………………………………………42

CH-3 ANALYSIS AND INTERPRETATION OF DATA……………………………….43
3.1. IMPACT OF DATA BASE MARKETING STRATEGY…………….………………..44
3.2 .IMPACT OF B2C MARKETING STRATEGY………………………………………..45
3.3. IMPACT OF B2C MARKETING STRATEGY………………………………………..46
3.4 IMPACT OF TRADE SHOW MARKETING STRATEGY…………………………....47
3.5 IMPACT OF INBOUND MARKETING STRATEGY…………………………………48
3.6 IMPACT OF OUTBOUND MARKETING STRATEGY……………………………....49
3.7 IMPACT OF DRIP MARKETING STRATEGY………………………………… …….50
3.8 MOST EFFECTIVE MARKETING STRATEGY ON SALES OF THE COMPANY...51
3.9 FINDINGS……………………………………………………………………………….51

CH-4 CONCLUSIONS & RECOMMENDATIONS…………………………………….52
BIBLIOGRAPHY…………………………..………………………………………………54

CHAPTER – 1
INTRODUCTION

1.13. MARKETING

Marketing is the study and management of exchange relationships. The American Marketing
Association has defined marketing 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."
Marketing is used to create, keep and satisfy the customer. With the customer as the focus of
its activities, it can be concluded that Marketing is one of the premier components of Business
Management - the other being Innovation.
Marketing practice tended to be seen as a creative industry in the past, which included
advertising, distribution and selling. However, because the academic study of marketing makes
extensive use of social sciences, psychology, sociology, mathematics, economics,
anthropology and neuroscience, the profession is now widely recognized as a science, allowing
numerous universities to offer Master-of-Science (MSc) programs.
The process of marketing is that of bringing a product to market. As such, the steps include,
broad market research; market targeting and market segmentation; determining distribution,
pricing and promotion strategies; developing a communications strategy; budgeting; and
visioning long-term market development goals. Many parts of the marketing process (e.g.
product design, Art direction, Brand management, advertising, Copywriting etc.) involve use
of the creative arts.
Given the centrality of customer needs and wants in marketing, a rich understanding of these
concepts is essential:
Needs: Something necessary for people to live a healthy, stable and safe life. When needs
remain unfulfilled, there is a clear adverse outcome: a dysfunction or death. Needs can be
objective and physical, such as the need for food, water and shelter; or subjective and
psychological, such as the need to belong to a family or social group and the need for self-
esteem.
Wants: Something that is desired, wished for or aspired to. Wants are not essential for basic
survival and are often shaped by culture.
Demands: When needs and wants are backed by the ability to pay, they have the potential to
become economic demands.
Marketing research, conducted for the purpose of new product development or product
improvement, is often concerned with identifying the consumer's unmet needs. Customer needs
are central to market segmentation which is concerned with dividing markets into distinct
groups of buyers on the basis "distinct needs, characteristics, or behaviours who might require
separate products or marketing mixes.” Needs-based segmentation (also known as benefit
segmentation) "places the customers' desires at the forefront of how a company designs and
markets products or services." Although needs-based segmentation is difficult to do in practice,
has been proved to be one of the most effective ways to segment a market.

1.14. MARKETING MIX

The 'marketing mix (also known as the 4 Ps) is a foundation model in marketing. The marketing
mix has been defined as the "set of marketing tools that the firm uses to pursue its marketing
objectives in the target". Thus the marketing mix refers to four broad levels of marketing
decision, namely: product, price, promotion, and place. The Marketing mix is a set of four
decisions which needs to be taken before launching any new product. These variables are also
known as the 4 P’s of marketing. These four variables help the firm in making strategic
decisions necessary for the smooth running of any product / organization. The 4 P’s are as
following:-

Product
The first thing you need, if you want to start a business, is a product. Therefore Product is also
the first variable in the marketing mix. Product decisions are the first decisions you need to
take before making any marketing plan. A product can be divided into three parts. The core
product, the augmented product and the tertiary product. Before deciding on the product
component there are some questions which you need to ask yourself.
What product are you selling?
What would be the quality of your product?
Which features are different from the market?
What is the USP of the product?
Whether the product will be branded as sub brand or completely new?
What are the secondary products which can be sold along with primary (Warranty, services)
Based on these questions, several product decisions have to be made. These product decisions
will in turn affect the other variables of the mix. For example – You plan on launching a car
which will have the highest quality. Thus the pricing, promotions and placing would have to
be altered accordingly. Thus as long as you don’t know your product, you cannot decide any
other variable of the marketing mix. However, if the product features are not fitting in the mix,
you can alter the product such that it finds a place for itself in the marketing mix.

Pricing
Pricing of a product depends on a lot of different variables and hence it is constantly updated.
Major consideration in pricing is the costing of the product, the advertising and marketing
expenses, any price fluctuations in the market, distribution costs etc. Many of these factors can
change separately. Thus the pricing has to be such that it can bear the brunt of changes for a
certain period of time. However, if all these variables change, then the pricing of a product has
to be increased and decreased accordingly.
Along with the above factors, there are also other things which have to be taken in consideration
when deciding on a pricing strategy. Competition can be the best example. Similarly, pricing
also affects the targeting and positioning of a product. Pricing is used for sales promotions in
the form of trade discounts. Thus based on these factors there are several pricing strategies, one
of which is implemented for the marketing mix.
Place
Place refers to the distribution channel of a product. If a product is a consumer product, it needs
to be available as far and wide as possible. On the other hand, if the product is a Premium
consumer product, it will be available only in select stores. Similarly, if the product is a
business product, you need a team which interacts with businesses and makes the product
available to them. Thus the place where the product is distributed, depends on the product and
pricing decisions, as well as any STP decisions taken by a firm.
Distribution has a huge effect on the profitability of a product. Consider a FMCG company
which has national distribution for its product. An increase in petrol rates by 10 rs will in fact
bring about drastic changes in the profitability of the company. Thus supply chain and logistics
decisions are considered as very important costing decisions of the firm. The firm needs to
have a full proof logistics and supply chain plan for its distribution.
Promotion
Promotions in the marketing mix includes the complete integrated marketing communications
which in turn includes ATL and BTL advertising as well as sales promotions. Promotions are
dependent a lot on the product and pricing decision. What is the budget for marketing and
advertising? What stage is the product in? If the product is completely new in the market, it
needs brand / product awareness promotions, whereas if the product is already existing then it
will need brand recall promotions.
Promotions also decide the segmentation targeting and positioning of the product. The right
kind of promotions affect all the other three variables – the product, price and place. If the
promotions are effective, you might have to increase distribution points, you might get to
increase the price because of the rising brand equity of the product, and the profitability might
support you in launching even more products. However, the budget required for extensive
promotions is also high. Promotions is considered as marketing expenses and the same needs
to be taken in consideration while deciding the costing of the product.

1.3 MARKETING STRATEGY

Marketing Strategy is the total and unbeatable instrumental or a plan shaped and designed
specifically for attaining the marketing objectives of a firm. A marketing mission and
objectives tell us as to where we want to go and marketing strategy provides us with the grand
design for reaching out there. It is a business overall game plan for reaching people and turning
them into customers of the product or service that the business provides. The marketing strategy
of a company contains the company’s value proposition, key marketing messages, information
on the target customer, and other high level elements. The marketing strategy informs the
marketing plan, which is a document that lays out the types and timing of marketing activities.
A company’s marketing strategy should have a longer lifespan than any individual marketing
plan as the strategy is where the value proposition and the key elements of a company’s brand
reside. The marketing strategy is define as:-

" Marketing strategy has mainly one aim - to cope up with competition; there are five major
and vital forces that decide the nature and intensity of competition – the threat of new entrants,
bargaining power of customers, bargaining power of suppliers, threat of substitute products
and jockeying among the existing contest arts; the collective strength of these forces in the
industry where his company can best defined itself against these forces or can influence them
in his favour; strategy can be viewed as building defences against competitive forces."
-Michael E Porter.

In the final analysis, marketing strategy stands for competitive marketing actions that are bound
to evoke a response from competition. That is why; a successful marketer needs to have a
comprehensive strategy to tackle competition at any cost. However, one cannot go to the extent
of "any cost" unless one works according to a plan and that is competitive strategy for thumping
success in marketing. It is but, therefore, natural that competitive strategy has to be one that
will evoke the much sought after competitive advantage. Having given the competitive
advantage, the said strategy should give a sustainable competitive edge. It warrants the
thorough investigation and analyses of competition before one hope to have a competitive
advantage. Thus, competitive investigation, scanning and analysis consist of two things
namely, the "long-term profit opportunity" and one's own competitive position. A successful
marketing operation is resting on a carefully thought out plan. Instead of speaking merely a
plan, he should think of strategic plan. The strategic aspects of his plan hinge on the ways to
use the available resources to secure differential advantages over the competitors-and to move
towards the attainment of the firm's objectives. The strategy must reflect all aspects of the
market, and above all it must be capable of anticipating the actions and reactions of
competitors.

1.4 NATURE OF MARKETING STRATEGIES

The exact nature of strategy is self-evident from the definitions we have gone through. The
nature is clearly spoken by the following points:
1. They Are Dynamic: The concept of marketing strategy is relative as it is designed to meet
the changing demands of a situation. Each situation and event needs a different strategy that is
why strategies are revised and recast very frequently to cope up with the changes in a given
situation or event.
2. They Are Futuristic: A marketing strategy is forward looking. It orients towards future. A
marketing strategy is designed to bring out the organization from a ditch of regression to the
path of progress for better change in the coming times.
3. They Are Complex: A marketing strategy is a very complex plan impounding in its
compound other plans or firms of plans which area must to achieve the organizational goals. It
is a compendium or complex of plans within plan to out beat the strength and vitality of others
in the line.
4. They Provide Direction: Marketing strategies provide a set direction in which human or
physical resources will be allocated and deployed for achieving organizational goals in the face
of changing environmental pressure, stress and strains and constraints and restraints.
5. They Are All Covering: Marketing strategies involve the right combination of factors
governing the best results. In fact, strategic planning warrants not only the isolation of various
elements of a given situation but a judicious and critical evaluation of their relative importance.
6. They Are A Link Between The Unit And The Environment: The strategic decisions that
are basically related with likely trends in the changing marketing changes in government,
policies, and technological developments, and ecological changeovers, social and cultural
overtones. Then, the ever-changing environment which is external to the organization has
impact on it because unit is the sub-systems of supra-system namely environment.
7. They Are Interpretative: Marketing strategies are the interpretative plans formulated to
interpret and give meaning to other plans in the spot-light of a specific situation or situations.
They demand an adjustment of plans in anticipation of the reactions of those who will be
influenced. Strategic decisions are the result of a complex and intricate process of decision
making.
8. They Are Top Management Blue-Print: Marketing strategies and their formulation is the
basic responsibility of top management. It is because, it is tip management that spells out the
missions, objectives and goals and the policies and strategies or the ways to reach them. Thus,
top management is not only to say to where to go but how best to go to the terminal point.

1.5ESSENTIALS OF MARKETING STRATEGIES

Any marketing strategy to be worth calling as successful or effective must enjoy certain extras
which can be called as essentials or requisites of it. A lot of businesses make the mistake of
leaving it to the end of their budgets and business plans — just like pie is left for dessert —
when in actuality it holds a lot of weight on the success of the business. When we take a look
at your own business marketing pie, here are the few most important pieces. Each on their own
is great, but when you put them all together, the results will expand your bottom line immensely
(pun intended).
1) It Is Consistent: A marketing strategy to be effective is to be consistent with the overall
and specific objectives and policies and other, strategies and tactics of the marketing
organization.

2) It Is Workable: Any strategy however laudable and theoretically sound is meaningless
unless it is able to meet the ever changing needs of a situation. In this business world
contingency is quite common and the strategy that strikes at the head to contribute to
the progresses and prosperity of marketing organization.

3) It Is Suitable: A strategy is emergent of situations or environment. It is the subservient
of changing environment of business world. It is but natural that any strategy not suiting
to the environment can impound the marketing organization in the compounds of
danger, digress and filtration

4) It Is Not Risky: Any strategy involves risks as uncertainty is certain; what is important
is that the extent of the risk involved or associated with strategy is reasonably low as
compared to its pay-off or returns. It is because; a high risk strategy may threaten the
survival of the marketing organization, let alone its success, if calculations go fut.

5) It Is Resource Based: A sound strategy is one which is designed in the back ground of
the available resources at its command. A strategy involves certain amount of risk
which can hardly be segregated. A strategic decision warrants commitment of right
amount of resources for an anticipated or "pass through" errors in such demands of
resources.

6) It Has A Time Horizon: The statement "a stitch in time saves nine" that aptly applies
to the concept of strategy. A sound strategy is time bound to be used at the nick of the
hour and tick of the opportunity. It has an appropriate time horizon. This time this is
costlier than money and its horizon banks on the goals to be achieved. The time should
be long enough to permit the organization to make adjustments and maintain the
consistency of a strategy.

1.6TYPES OF MARKETING STRATEGIES

Marketing strategies may differ depending on the unique situation of the individual business.
However there are a number of ways of categorizing some generic strategies. A brief
description of the most common categorizing schemes is presented below:

 Cause Marketing
Finding a causes both your customers and your company cares about can create magic
for your business. This requires internal knowledge about what your organisation cares
about and who they want to help in the world. A good example of this is Toms Shoes.
Instead of doing the traditional “buy one get one free” promotion, Toms built a strong
customer following and reputation for giving back by giving away a free pair of shoes
to someone in need for every shoe purchase made by their customers.

 Close Range Marketing (CRM)
Use Wi-Fi or bluetooth to send promotional messages of their products and services to
their customers’ smartphones and tablets at close proximity. Close Range Marketing is
also known as Proximity Marketing.

 Relationship Marketing
Many companies focus on building relationships with their customers instead of always
exclusive trying to sell them something (transactional marketing). Customers who love
your brand more will also spend more money with your brand. Many traditional
retailers have found this to be true. Walgreens has seen that customers who buy from
all of their purchasing channels (store, web, mobile, etc.) buy up to six times more than
the average customer that only buys in their store.

 Transactional Marketing
Driving sales can be challenging, especially for retailers that have to consistently sell
products in high volume to consumers. In order to stay with the demands of investors,
retailers have to encourage consumers to buy using coupons, discounts, liquidations,
and sales events. High volume big-box retailers like Target are constantly running
promotional events in order to get interested consumers into their stores.

 Scarcity Marketing
In some markets it’s important to control how much product is available at one time. In
many cases this is done because of the difficulty of acquiring raw materials or higher
quality of the product. A company may choose to make their products accessible to
only a few customers. Rolls-Royce’s release of their Chinese edition car called Phantom
sold quickly. While the cost of the car was higher than most cars the scarcity drove the
desire and the price.

 Word of Mouth Marketing
Word-of-mouth Marketing is the passing of information from person to person by oral
communication. Customers are very excited to share with the world the brands they
love. Many consumers find meaning in sharing stories of their favourite products and
services. Word of Mouth is one of the ancient ways people learned about what to
purchase. Modern marketers have learned how to create authentic word of mouth for
their companies and the products they represent.

 Call to Action (CTA) Marketing
CTA Marketing refers to methods of converting web traffic into leads or sales on
websites using text, graphics, or other elements of web design. Conversion strategies
help improve the percentage of online visitors who become customers or who join the
mailing list.

 Mass Marketing
Major corporations need to drive large numbers of purchasing of their products in order
to survive and grow. While mass marketing may seem like a shotgun approach to
marketing this is far from the truth. Big businesses spend big money in understanding
big data–that’s a lot of bigs!) This gives them an insight to where to place media for
their potential national customers who buy their products and services. Walmart is an
example of an effective mass market retailer. As the number one retailer in the world,
they are very smart about their mass marketing efforts, often giving their customers a
feeling of locality and warmth.

 Seasonal Marketing
Seasonal events offers a great way to meet new consumers. Sometimes these events can
be actual changes of weather or national holidays. For a retailer like Hallmark,
Valentine’s Day represents a large portion of their business. By tuning into the various
seasons that are important to your customers you can become more relevant in their
lives.

 Online Marketing
As commerce has propagated to the Internet, a new form of marketing has emerged.
From online banners to those annoying pop ups, online marketers have attempted to get
their customers attention any way they can. Most online strategic marketing efforts
today are a mix of growth hacking strategies (A/B testing taken to the max) and a variety
of awareness tactics that drive attention. A very effective online marketer is the
insurance company Geico who simply asks their users to enter their zip code for an
instant quote on a better savings.

 Email Marketing
As soon as customers migrated into the online world, Internet marketers have attempted
to collect and organize emails for potential prospects. Many business-to-business
marketers depend on email marketing as a primary way to connect with customers. At

industry tradeshows, IBM consultants can often be seen exchanging email information
with their prospects.

 Event Marketing
Creating events is a great way to drive sales. Customers often need a reason to shop and
events can often offer the perfect reason. Macy’s Thanksgiving Day Parade has become
part of American culture by connecting two events together that consumer’s love:
Thanksgiving and shopping.

 Offline Marketing
With mass adoption of the Internet, many companies are finding new ways of
integrating offline marketing with new technologies to create more engaging customer
experiences. The Coca-Cola Company has create vending machines that invite
customers to hug them. This continues to tie the Coca-Cola brand to the core emotion
of happiness, but also invite customers to experience the real product offline.

 Outbound Marketing
Sometimes it’s important for companies to let their potential customers know they exist.
By developing a list of prospects a company can begin to reach out to their individual
target groups in order to find new customers. When Microsoft was selling their
accounting software they often used outbound marketing to identify potential targets
before trying to call the companies for an in-person meeting.

 Inbound Marketing
Companies often have customers calling them for various reasons. This can present a
great opportunity to sell customers additional products and services they currently don’t
have. When business customers call to check their balances, the business bank Chase
often takes the opportunity to ask if they are interest in a credit line, a 401 k plan, or a
variety of other services the bank offers.

 Newsletter Marketing
A fun way to promote a business is to write a newsletter that highlights some of the
newsworthy things that have happened for the organization. The Motley Fool have been
sharing their investment insights with their community for many years. These
newsletters create a sense of inclusion and participation with their members and has
provided a key driver for their incredible growth.

 Article Marketing
In industries where expertise is highly valued, articles can offer a powerful tool to
showcase your knowledge and expertise. Some innovations are shared in the form of
articles or white papers where technical information needs to be convey to specialized
buyers. Amazon.com has dedicated part of their site for white papers on technical
know-how on cloud computing. This is a very sophisticated form of marketing for
specialized buyers.

 Tradeshow Marketing
Many products have to be experienced to be bought. There are very few customers that
will buy a new automobile without doing a great deal of research and test-driving the
car first. Tradeshows are industry gatherings where customers are invited to come
sample all that the industry has to offer. To introduce their new lines of products, Ford
Motor Company spends a great deal of time setting up and operating heir booth at the
international consumer auto shows each year. These auto trade shows give reporters
and consumers a chance to experience cars first hand.

 Direct Marketing
Communicate directly with customers and prospects through mail, email, texts, fliers
and other promotional material. Advertise and promote your products and services to
customers using a range of digital devices including computers, smartphones, and
tablets. Internet Marketing is an essential practice in Digital Marketing. Once a target
market has been clearly identified, it is possible to work in conjunction with the USPS
or a professional mail carrier that knows where your customers live. Direct marketing
can be an effective way to reach consumers right where they live at home. While there
is often a negative side to this approach (consumers don’t want to be bothered with a
flurry of mail), many smart companies execute direct marketing well. Catalogue retailer
L.L. Bean, for example, created direct marketing programs that their customers looks
forward to receiving.

 Drip Marketing
Drip marketing is a communication strategy that sends, or “drips,” a pre-written set of
messages to customers or prospects over time. These messages often take the form of
email marketing, although other media outlets can also be used as well.

 Community Marketing
Engage an audience of existing customers in an active dialogue, speaking to the needs
and wants of this particular customer group. Instead of focusing on generating the next
transaction, community marketing promotes greater loyalty and higher levels of
engagement within an existing brand community. Learn how to build brand
communities here. Community marketing can also lead to word of mouth marketing.

 Social Media Marketing
Social media sites like Facebook and Twitter offer a unique opportunity for savvy
businesses willing to invest in customer engagement. Social media marketing is still in
its infancy but is growing up rather quickly. Companies like Southwest Airlines have
departments of over 30 people whose primary responsibility is to actively engage with
customers on social media.

 B2B Marketing
Business-to-business marketing is a marketing practice of individuals or organizations
(including commercial businesses, governments, and other institutions). It allows

businesses to sell products or services to other companies or organizations that in turn
resell the same products or services, use them to augment their own products or
services, or use them to support their internal operations. International Business
Machines is a well-known B2B marketer. IBM’s business has grown because taking a
very intelligent approach at marketing their products to other business and governments
around the world.

 Promotional Marketing
Promotional marketing is a business marketing strategy designed to stimulate a
customer to take action towards a buying decision. Promotional marketing is a
technique that includes various incentives to buy, such as:
Contests: We all enjoy winning something for free. Contests offer an attractive
marketing vehicle for small business to acquire new clients and create awareness.
Coupons: According to CMS, a leading coupon processing agent, marketers issued 302
billion coupons in 2007, a 6% increase over the previous year. Over 76% of the
population use coupons, according to the Promotion Marketing Association (PMA)
Coupon Council. Coupons still work and provide an affordable marketing strategy for
small business.
Sampling: Try before you buy. Giving away product might appear profit-limiting, but
consider how giving your customers a small taste can lead to a big purchase. Retail
genius Publix supermarkets share samples of their award-winning key lime pie not
because people question the goodness of the pie but to get their customers to buy more.

 B2C Marketing
The ultimate goal of B2C marketing (business-to-consumer marketing) is to convert
shoppers into buyers as aggressively and consistently as possible. B2C marketers
employ merchandising activities like coupons, displays, and store fronts (both real and
online) and special offers to entice the target market to buy. B2C marketing campaigns
are focused on a transaction, are shorter in duration, and need to capture the customer’s
interest immediately. These campaigns often offer special deals, discounts, or vouchers
that can be used both online and in the store.

 Cloud Marketing
In this new form of marketing, all marketing resources and assets are brought online so
customers (or affiliates) can develop, modify, use, and share them. Consider how
Amazon.com gets customers to buy digital books, movies, and televisions shows in a
digital library that is accessible in the customer’s online account or on their digital
device like their Kindle Fire.

 Reverse Marketing
In reverse marketing, the idea is to get the customer to seek out the business rather than
marketers seeking the customer. Usually, this is done through traditional means of
advertising, such as television advertisements, print magazine advertisements, and
online media. While traditional marketing mainly deals with the seller finding the right

set of customers and targeting them, reverse marketing focuses on the customer
approaching potential sellers who may be able to offer the desired product.
In 2004, Dove launched the Dove Campaign for Real Beauty focusing on the natural
beauty of women rather than advertising their product. This campaign caused their sales
to soar above $1 Billion and caused Dove to re-create their brand around this strategy.
Although successful, this campaign caused a lot of controversy and discussion due to
what people saw as an advertisement with a contradictory message.

 Telemarketing
I know what you are thinking, you hate telemarketers. You are not alone in your
feelings. However, telemarketing can play an important part of selling your products to
consumers and it must not be overlooked as many companies rely on it to connect with
customers. Telemarketing (sometimes known as inside sales, or telesales in the UK and
Ireland) is a method of direct marketing in which a salesperson solicits prospective
customers to buy products or services, either over the phone or through a subsequent
face to face or Web conferencing appointment scheduled during the call. Telemarketing
can also include recorded sales pitches programmed to be played over the phone via
automatic dialling. Telemarketing has come under fire in recent years, being viewed as
an annoyance by many.

 Free Sample Marketing
Unlike Freebie Marketing, this is not dependent on complementary marketing, but
rather consists of giving away a free sample of the product to influence the consumer
to make the purchase.

 Direct Mail Marketing
A channel-agnostic form of advertising that allows businesses and non-profits
organizations to communicate directly with the customer, with advertising techniques
that can include text messaging, email, interactive consumer websites, online display
ads, fliers, catalogue distribution, promotional letters, and outdoor advertising. Direct
marketing messages emphasize a focus on the customer, data, and accountability.
Characteristics that distinguish direct marketing are:
Marketing messages are addressed directly to the customer(s). Direct marketing relies
on being able to address the members of a target market. Addressability comes in a
variety of forms including email addresses, mobile phone numbers, fax numbers, and
postal addresses.
Direct marketing seeks to drive a specific “call to action.” For example, an
advertisement may ask the prospect to call a free phone number or click on a link to a
website.
Direct marketing emphasizes track able, measurable responses from customers
regardless of medium.
Direct marketing is practiced by businesses of all sizes—from the smallest start-up to
the leaders in the Fortune 500. A well-executed direct advertising campaign can prove
a positive return on investment by showing how many potential customers responded

to a clear call-to-action. General advertising eschews calls-for-action in favour of
messages that try to build prospects’ emotional awareness or engagement with a brand.
Even well-designed general advertisements rarely can prove their impact on the
organization’s bottom line.

 Database Marketing
Database Marketing is a form of direct marketing using databases of customers or
potential customers to generate personalized messages in order to promote a product or
service for marketing purposes. The method of communication can be any addressable
medium, as in direct marketing. The distinction between direct marketing and database
marketing stems primarily from the attention paid to the analysis of data. Database
marketing emphasizes the use of statistical techniques to develop models of customer
behaviour, which are then used to select customers for communications. As a
consequence, database marketers also tend to be heavy users of data warehouses,
because having a greater amount of data about customers increase the likelihood that a
more accurate model can be built.
There are two main types of marketing databases: (1) consumer databases and (2)
business databases. Consumer databases are primarily geared towards companies that
sell to consumers, often abbreviated as [business-to-consumer] (B2C) or BtoC.
Business marketing databases are often much more advanced in the information that
they can provide. This is mainly because business databases aren’t restricted by the
same privacy laws as consumer databases.

 Personalized Marketing
Personalized marketing (also called personalization, and sometimes called one-to-one
marketing) is an extreme form of product differentiation. Whereas product
differentiation tries to differentiate a product from competing ones, personalization tries
to make a unique product offering for each customer. Nike ID is a popular brand that
has developed a strong business around this personalization marketing concept.

 Cult-tural Marketing
The proposition of cult marketing holds reign upon the notion that a way to convert—
ahem, excite … OK, convert—consumers is by using timeless human behavioural
drives found in religious cults. Heck, fellow acolytes, nothing is more permission-,
buzz- and one-to-one-based than “a central ideology with a parallel social universe rich
with customs.” Cult marketing is a bright spot in the list of new-fangled marketing
templates, one that applies timeless social-science principles in a powerful way. To the
list of new-fangled marketing buzzwords, let’s add the term cult.

 Brand Lover Marketing
Brand Lover Marketing is a marketing concept that is intended to replace the idea of
traditional brand marketing. Brands are running out of juice and Brand Lovers are what
is needed to rescue brands. But what builds loyalty that goes beyond reason? What
makes a truly great brand stand out? Brand Lovers bring brands to life. For a brand to

elevate itself into the “Cult Brand” category, it has to give customers a feeling of
belonging while generating strong feelings of love for its customers. Creating loyalty
beyond reason requires emotional connections that generate the highest levels of love
and a sense of belonging for your brand.

1.7THE ROLE OF MARKETING MIX IN STRATEGY

Marketing mix plays a crucial role while deciding the strategy of an organization. It is the first
step even when a marketing plan or a business plan is being made. This is because, you’re
marketing mix decision will also affect segmentation, targeting and positioning decisions.
Based on products, segmentation and targeting will be done. Based on the
price, positioning can be decided. And these decisions will likely affect the place and
promotion decisions. Thus, the marketing mix strategy goes hand in hand with segmentation
targeting and positioning.
The above four P’s of marketing give you an overall look at the product marketing mix. If
your product is a service offering then there are 3 further P’s taken into consideration namely
– people, physical evidence and process. For the same, you can refer the Service marketing
mix.

1.8OBJECTIVES OF STUDY

 To gain an understanding of the components of a marketing system of GREAT AID
MARKETING PVT. LMT.
 To analyse the impact of marketing strategies on the customer and the competitors of
the company.
 To know about the brand position and role of the services of the company in the market.

1.9REVIEW OF LITERATURE

Business organisations are constantly seeking ways to enhance their performances in order to
compete actively and aggressively in the market. Profit-seeking organisations have long
recognised the importance of creating value in the products and services they offer to the
customers, all in the common objective to deliver commercial goods efficiently in order to keep

the current customer-base satisfied. Aside from inculcating loyalty among the members of the
clients and customers of a business organisation, companies are likewise aware of the need to
widen and extend the reach of the company’s products and services to new markets in order to
increase its share on clients and customers. Strategies, plans and techniques in the areas of
operations, communication and marketing, sales, supply chain, logistics, research and
development, performance measurements as well as social and corporate obligations and
responsibility are continuously improved all for the benefit of the target market. Once
companies become successful in these organisational and managerial areas, sustained
economic development is envisioned. This literature review aims to present a critique of
existing, published literatures that analyse the relationship between marketing strategies and
the firm’s performance. Historically, marketing strategy formulation is viewed as an antecedent
to performance outcomes (Lages 2000). It is the modus operandi that allows an organization to
concentrate its limited resources on the best available opportunities to increase sales and
achieve a sustainable competitive advantage (Michael Baker 2008).
Marketing strategy has been a salient focus of academic inquiry since the 1980s, according to
(Mavondo 2000). There are numerous definitions of marketing strategy in the literature and
such definitions reflect different perspectives (Li et al 2000). A traditional definition of
marketing strategy is a plan for pursuing the firm’s objectives or how the company is going to
obtain its marketing goals with a specific market segment (Orville and Walker 2008;
Theodosio, Leonidus, 2003; Kotler, Armstrong, 2009) while Brodrechtova (2008) explains that
marketing strategy is a roadmap of how a firm assigns its resource and relates to its environment
and achieves corporate objective in order to generate economic value and keep the firm ahead
of its competitors. In laymen terms it is to determine the nature, strength, direction, and
interaction between the marketing mix-elements and the environmental factors in a particular
situation (Li et al 2000). According to Levie (2006), the aim of the development of an
organization’s marketing strategy development is to establish, build, defend and maintain its
competitive advantage. A thorough analysis of the newest scientific articles on strategic
management and organisational behaviour indicates that 71% of them analyse company
performance as a dependent variable, 12% of them analyse it as an independent variable while
11% of the studies analyse performance as a dependent as well as an independent variable
(March and Sutton1997). Firm’s performance, on the other hand, is a well-established measure
in marketing literature. Wemeasure it through sales volume, profitability and market share for
the current period (current firm performance), and perceived satisfaction with these measures
when considering the previous year. (Past firm performance)
Four papers that are discussed in this review, discuss different strategies and their effect on a
firms performance.

E-marketing Strategy and firm’s performance:-

As of 31 December 2011, 2.267 billion people worldwide had access to the internet according
tohttp://www.internetworldstats.com/stats.htm.It has assumed an important channel for

marketing and distribution of products and services. That is, primarily, due to the cost
effectiveness of the internet as well as convenience for customers when it comes to ordering
and browsing. A company can also reach out to a broader customer base at a relatively low
cost. The first paper,
The Relationship between E-marketing Strategy and Performance: A Conceptual Framework
in a Web Context proposes a conceptual framework that links the five factors; internal forces,
the external forces, past web and firm performances, current web (including firm performance)
and the 4W’s E-marketing strategy (Web-Design, Web-Promotion, Web-Price, and Web-
CRM).

It basically explains that the best strategy across situations does not exist. Performance levels
result from the co- alignment among strategy and the firm’s context i.e. the internal and external
forces. The identifications of current market position in the web are an essential issue. Although
many e-commerce companies collect cost and usage data about their websites, few of them
understand in any detail how well such information measures their sites performance. Since
the year 2000, investors have been insisting, if not on profits, at least on objective measures of
a sites success in attracting, converting and retaining customers. McKinsey’s study (Kemmler
et al., 2001) shows that while the performance of internet retailers is improving, most media
and content sites are going down.

Export Marketing Strategy Determinants on Firm Export Performance:-

According toCavusgil and Zou (1994), export marketing strategy can be defined as “the means
bywhich a firm respond to interplay of internal and external forces to meet the objective of the
export venture”.

The growing of global trade and sales activity in the world has increasingly accentuated the
importance of exporting for firms and countries alike. Globalization process, global market
competition and the subsequent performance difficulties encouraged by exporters cause the
increasing interest in this subject (Sousa et al., 2008). Exporting is a fundamental strategy in
ensuring firm’s survival or growth, and firms may achieve competitive advantage in
international markets with a positive influence on current and future export performance
(Navarro et al., 2009) and so, many companies have allocated a more attention and resources
in order to export their products to foreign markets (Julian, O’Cass, 2003; Julian, O’Cass,
2002a; Lages, 2003; Navarro et al., 2009). Marketingstrategy is one of the major elements of
export performance and one of the key factors impacting export performance (Cavusgil, Zou
1994; Thirkell, Dau, 1998; Lee, Griffith, 2004; Brodrechtova, 2008; Salavou, Halikias, 2008).
Researches on the significance of the marketing showed a strong association between export
marketing strategy and export performance; a positive and direct impact of marketing strategy
on export performance of the firms in question (Mohamad et al., 2009; Mavrogiannis et al.,
2008; Lages, lages, 2003; Julian, O’Cass, 2003; Leonidus et al., 2002; Cavusgil,Zou, 1994).
Salavou and Halikias (2008), in their study, also found that the majority of exporter companies
that obtained higher profitability, was due to their marketing-based strategies. In contrast,
researchers such as Julian, (2003); Julian and O’Cass, (2003) concluded that export marketing
strategies had no effect onto export performance. Also in the research by Abdul Adis and
Md.Sidin,(2010) revealed that there were no direct or significant relationship between export
marketing strategy(concluding product adaption, promotion adaption, distribution strategy,
design strategy, price competitiveness, support to foreign distributer, target market
specification) and export performance of Malaysian wooden furniture industry.
In brief, although a few studies mention there is not any relationship, most of researchers
concluded that marketing strategy had significant positive effects on export performance and
it was an important part of studies that had been evaluated many times previously.

Impact of marketing strategies on profitability of SME’s:-

Mazzarol (2000) observed that “at the commencement of the new millennium, small businesses
are being heralded as the engine of economic growth, the incubator of innovation, and the
solution to decades of persistent unemployment the fulfilment of the enormous potential of the
sector has been a consistent theme since the commencement of industrial revolution”. In both
developing and developed countries, promoting small and medium-sized enterprises (SMEs)
is one of the most viable strategies for achieving national development goals such as economic
development, strengthening the industrial base and local production structure (Hallberg, 2000).
Most of the academic literature and empirical studies relating to organizational behaviour in
SMEs are based upon data gathered in developed countries. Previous research outcomes ought
to be cross-validated and put into another perspective when studying SMEs in a developing
country (Liargovas, 1998). There appears to be little doubt that small businesses do make a
large net contribution to the creation of new jobs compared with large businesses (Birch 1979).

Marketing is a contentious issue among both academics and practitioners when it comes to
SME’s (Gilmore et al., 2001; Siu and Liu, 2005; Chiliya et al., 2009). Marketing theory
development in SMEs has been somewhat limited and often relies on the application of
classical marketing models to smaller businesses (Chaston and Mangles, 2002).
Empirical support for the relationship between the marketing strategy and financial
performance of a business has been provided by a number of studies. The majority of these
studies have been based on the Profit Impact of Marketing Strategy and have focused on
company performance in USA (Faria and Wellington, 2005; Kyle, 2004).Various studies by
Shim et al., (2004), O’Neill et al. (2002) and Patterson and Smith (2001) have suggested that
overall business performance is influenced by the marketing strategy. However, the results of
the aforementioned studies are inconclusive. According to Chiliya et al., (2009), taking the
South African context, Cant and Brink (1999) studied the marketing perceptions of grocery
shop owners whilst Martins (2000) studied the retail strategies based on the income and
expenditure patterns of consumers.
According to Chiliya et al., (2009), study revealed important shortcomings in the marketing
knowledge and practises of SME’s (Small and medium enterprises) owners/managers in
Mdantsane, East London making what few strategies implemented as a failure. However, this
is not the case inother countries; prime examples being the United Kingdom, Philippine,
Australia (Mazzarol. T., 2000; Mitra J., and H. Matlay, 2000), Srilanka (R. Gajanayake 2010),
China (Shigang Yan., and David A. S. Chew 2011), Egypt (Amira Kazem., and Beatrice
vanderHeijden 2006) while Holland, Germany and France were included in this category with
the help of Covin, J.G., and Slevin, D.P.’s (1991) rather detailed paper.
The fact, according to various researches, that SMEs appear to be more efficient users of capital
is suggestive but not conclusive evidence in this respect. And, on the contrary, some studies
show that small firms are less capital-efficient than medium or large units.

Conclusion:-

Although strategies provide a firm with a plan of action, the struggle does not end there. A
constant strife to implement the best strategy available, tweak it or integrate two or more
strategies together, are some of the things that need to be done. For all this to be viable the firm
needs to have a dedicated working unit. The marketers, the strategy makers as well as the
manager, before implementing or introducing new methods/strategies, need to remember what
is truly important for the long term benefit of the firm; the idea and needs of their customers.
Amongst various strategies, this paper will concentrate on the three discussed above, briefly.
All of them are viable, provided some minor amendments are made to suit the region and the
firm. Bigger firms can use, what influence they have over the region, and convince
governments to be more accommodating towards some portions of a certain strategy. An
example of this could be the strict regulation enforced by some countries on clothing made of
animal skin. However, some of the big corporations still have their license for making such

cloth wear. The market for such items is small and so they have to cater to every customer.
With some countries not allowing them an inch of leniency, the company has no option but to
resort to alternate/illegal means to satisfy their customers. Pertaining to new strategies further
research could be under taken with regards to firm’s reactive behaviour as suggested by Lages
and Montgomery (2004) which will help to achieve deeper understanding in firm and customer
behaviour which, in turn, will help to implement marketing strategies to the new age.

1.10SCOPE OF STUDY

With the help of this study I am able to know that the company’s scope encompasses three
dimensions—the target customer or offering, geographic location and competitors. Through
the study I came to know about how the company promotes its products, what are the activities
that are performed to survive in this competitive environment.

1.11 RESEARCH AND METHODOLOGY

Research comprises "creative work undertaken on a systematic basis to increase the stock
of knowledge, including knowledge of humans, culture and society, and the use of this stock
of knowledge to devise new applications." It is used to establish or confirm facts, reaffirm the
results of previous work, solve new or existing problems, support theorems, or develop
new theories. A research project may also be an expansion on past work in the field.
Methodology is the systematic, theoretical analysis of the methods applied to a field of study.
It comprises the theoretical analysis of the body of methods and principles associated with a
branch of knowledge. Typically, it encompasses concepts such as paradigm, theoretical model,
phases and quantitative or qualitative techniques.
A methodology does not set out to provide solutions - it is, therefore, not the same as a method.
Instead, a methodology offers the theoretical underpinning for understanding which method,
set of methods, or best practices can be applied to specific case, for example, to calculate a
specific result.
Research design specifies the methods and procedures for conducting a particular study. A
research design is the arrangement of conditions for collection and analysis of the data in a
manner that aims to combine relevance to their search purpose with economy in procedure.
Research design is broadly classified into three types as:
 Exploratory Research Design
 Descriptive Research Design

 Causal Research Design

I have used Descriptive research
Descriptive Research Design
Descriptive research studies are those studies which are concerned with described the
characteristics of particular individual. In descriptive as well as in diagnostic studies, the
researcher must be able to define clearly, what he wants to measure and must find adequate
methods for measuring it along with a clear cut definition of population he want to study.
Since the aim is to obtain complete and accurate information in the said studies, the
procedure to be used must be carefully planned. The research design must make enough
provision for protection against bias and must maximize reliability, with due concern for
the economical completion of the research study.

Data are of two type:-
 Primary Data
 Secondary Data

I have used Secondary Data
Secondary Data
Secondary data means data that are already available i.e.: they refer to the data which
have already been collected and analysed by someone else. Usually published data are
available in: Various publications of the central, state/local governments or foreign
governments, technical and trade journals etc. The secondary data involved in this
project has been gathered from the medical journals, literatures and internet.

LIMITATION

In undertaking this study, a number of problems were faced. Thus the study has several
limitations. The limitations are:
 As a student, in the research field, I have no past practical experience of data collection,
data processing, data analysing, integrating and presenting. So I can’t obtain much
information.
 Due to the time limitation I could not gather more information to justify exact
conditions.
 They do not reveal their much information due to misapplication of their data.

CHAPTER – 2

Company Profile

2.1 ABUOT GREAT AID GROUP
Great Aid Group has four companies having different activities in different fields.
The companies are:

Great Aid Marketing (P) Ltd Great Aid Technical Services (P) Ltd

Great Aid Healthcare (P) Ltd. Great Aid Projects (P) Ltd.

The first two companies namely – Great Aid Marketing (P) Ltd and Great Aid Technical
Services (P) Ltd are dealing with Medical Health Care Items since inception. The said company
was established in the year 1989.
Coming back to the Medical companies of Great Aid Group we mention further that –
Great Aid Marketing (P) Ltd, Great Aid Technical Services (P) Ltd and Great Aid Healthcare
(P) Ltd are the dealers of:
I. M/s. Agfa Healthcare India (P) Ltd
II. M/s. GE Healthcare (P) Ltd
III. M/s Wipro GE Healthcare (P) Ltd
Great Aid Marketing (P) Ltd is taking care of Government business and Great Aid Technical
Services (P) Ltd is taking care of Private Business, excluding drug related items, particularly
where M/s. Agfa Healthcare India (P) Ltd is concerned. Business of equipment’s& instruments
are carried out by M/s Great Aid Healthcare (P) Ltd. We are the No.1 dealer of M/s. Agfa
Healthcare India (P) Ltd. We are presently looking after Delhi, NCR and Western UP, Haryana
(Panipat, Sonipat, Karnal, Hissar, Rohtakand Sirsa).
We are an “ISO 9001 and 2008” quality management system approved company. The laid
down norms are adhered strictly and our companies sticks to the business ethics.
The strength of the company is its trained, qualified and dedicated staff. In sales and marketing
alone we have around 30 staff and in total around 42 staff.
The other companies namely – Great Aid Projects (P) Ltd is dealing with Coal based Power
Plants.
Great Aid Projects (GAP) was incorporated in the year 2003. GAP deals with all Government,
Central Government, State Government and Public Sector Undertaking of the Thermal Power
Plant Business. The specialization of GAP is in arrangement of joint venture, technology
transfer collaboration, marketing strategies and sale of equipment etc.

2.2 ABOUT GREAT AID MARKETING PRIVATE LMT

Great Aid Marketing Private Limited was registered at Registrar of Companies Delhi on 01
March, 1989 and is categorised as Company limited by Shares and a Non-government
company.

Great Aid Marketing Private Limited's Corporate Identification Number (CIN) is
U74899DL1989PTC035289 and Registration Number is 035289.
Great Aid Marketing Private Limited registered address on file is 301-302 ANAND
CHEMBERS25/34 EAST PATEL NAGAR NEW DELHI DL 110008 IN, - , Delhi, .
Great Aid Marketing Private Limited currently have 2 Active Directors / Partners: Natarajan
Ramamurthi, Ramamurthy Mani, and there are no other Active Directors / Partners in the
company except these 2 officials.
Great Aid Marketing Private Limited is involved in Business Services Activity and currently
company is in Active Status.
Our broad expertise in medical imaging and information technologies, medical diagnostics,
patient monitoring systems, drug discovery, performance improvement and performance
solutions services help our customers to deliver better care to more people around the world at
a lower cost. In addition, we partner with healthcare leaders, striving to leverage the global
policy change necessary to implement a successful shift to sustainable healthcare systems.
Our "healthy magi nation" vision for the future invites the world to join us on our journey as
we continuously develop innovations focused on reducing costs, increasing access and
improving quality around the world.

COMPANY DETAILS
CIN U74899DL1989PTC035289
Company Name GREAT AID MARKETING
PRIVATE LIMITED
Company Status Active
RoC RoC-Delhi
Registration Number 35289
Company Category Company limited by Shares
Company Sub Category Non-government company
Class of Company Private
Date of Incorporation 01 March 1989

Activity Other Business Activities
2.3 GREAT AID MARKETING IS THE DEALER OF

 M/S. AGFA HEALTHCARE INDIA (P) LTD

 Company Profile
Agfa Healthcare offers its customers an extensive portfolio of solutions, including radiology
information systems (RIS), picture archiving and communications systems (PACS), cardiology
information and image management systems, solutions for reporting, enterprise scheduling,
decision support, and data storage as well as digital radiography, computed radiography, print
solutions, film, and associated products. IT solutions developed and implemented by Agfa
Healthcare work across departmental disciplines to integrate information and streamline the
workflows and operations of hospitals, imaging centers, and other healthcare facilities,
enabling a more effective and efficient healthcare offering. Imaging systems developed and
implemented by Agfa Healthcare capture, process, and manage diagnostic images from a
multitude of sources within and beyond the healthcare enterprise, integrating these into a
variety of workflows and systems. These systems are designed to bring vital information to
medical practitioners regardless of their location.

 Products and Services
Computed Radiography, Direct Radiography, Dry Printing Solutions, Radiology Information
Systems, Picture Archival and Communication System.

 Achievements

Successful launch of entry level CR 10- X, CR 30-Xm for mammography applications and DR
Systems. Agfa Health- Care’s enterprise level PACS systems enhanced productivity and
improved workflow at hospitals like Hinduja Mumbai and SCTIMST Trivandrum with very
high uptime.
Agfa Healthcare has over a century of healthcare experience related to medical imaging and
has been an active player on the healthcare IT market since the early 1990’s. Agfa HealthCare
has sales offices and representatives in over 100 markets worldwide.

 USP
Agfa HealthCare is a global leader in the fast growing market of integrated IT and imaging
systems, offering healthcare facilities a seamless flow of information and a 360° view of patient
care. The company has a unique, holistic approach, enabling it to provide in-depth clinical
know-how and fully integrated hospital-wide solutions. These specialized solutions integrate
IT and imaging systems for Radiology, Cardiology, Mammography and Orthopedics. Agfa
Healthcare’s DR Services offers additional services to ensure the reliability and functionality
of Agfa Healthcare’s Direct Radiography solutions – providing peace of mind for radiologists,
their staff and their patients.

 Turnover
Euro 1.177 billion

 M/s. GE Healthcare (P) Ltd

GE Healthcare provides transformational medical technologies and services that are shaping a
new age of patient care.

Our broad expertise in medical imaging and information technologies, medical diagnostics,
patient monitoring systems, drug discovery, biopharmaceutical manufacturing technologies,
performance improvement and performance solutions services help our customers to deliver
better care to more people around the world at a lower cost. In addition, we partner with
healthcare leaders, striving to leverage the global policy change necessary to implement a
successful shift to sustainable healthcare systems.
Our "healthy imagination" vision for the future invites the world to join us on our journey as
we continuously develop innovations focused on reducing costs, increasing access and
improving quality around the world.
Headquartered in the United Kingdom, GE Healthcare is a unit of General Electric Company
(NYSE: GE). Worldwide, GE Healthcare employees are committed to serving healthcare
professionals and their patients in more than 100 countries.
GE Healthcare provides transformational medical technologies and services that are shaping a
new age of patient care.
Our broad expertise in medical imaging and information technologies, medical diagnostics,
patient monitoring systems, drug discovery, biopharmaceutical manufacturing technologies,
performance improvement and performance solutions services help our customers to deliver
better care to more people around the world at a lower cost. In addition, we partner with
healthcare leaders, striving to leverage the global policy change necessary to implement a
successful shift to sustainable healthcare systems.
Our "healthy imagination" vision for the future invites the world to join us on our journey as
we continuously develop innovations focused on reducing costs, increasing access and
improving quality around the world.
Headquartered in the United Kingdom, GE Healthcare is a unit of General Electric Company
(NYSE: GE). Worldwide, GE Healthcare employees are committed to serving healthcare
professionals and their patients in more than 100 countries. Healthcare provides essential
healthcare technologies to developed and emerging markets and has expertise in medical
imaging, software and information technology (IT), patient monitoring and diagnostics, drug
discovery, biopharmaceutical manufacturing technologies and performance improvement
solutions. Products and services are sold worldwide primarily to hospitals, medical facilities,
pharmaceutical and biotechnology companies, and to the life science research market.
 Healthcare Systems ± provides a wide range of technologies and services that include
diagnostic imaging and clinical systems. Diagnostic imaging systems such as X-ray,
digital mammography, computed tomography (CT), magnetic resonance (MR),
surgical and interventional imaging and molecular imaging technologies allow
clinicians to see inside the human body more clearly. Clinical systems such as
ultrasound, electrocardiography (ECG), bone densitometry, patient monitoring,
incubators and infant warmers, respiratory care, and anesthesia management that enable
clinicians to provide better care for patients every day - from wellness screening to
advanced diagnostics to life-saving treatment. Healthcare systems also offers product

services that include remote diagnostic and repair services for medical equipment
manufactured by GE and by others.
 Life Sciences ± delivers products and services for drug discovery, biopharmaceutical
manufacturing and cellular technologies, so scientists and specialists discover new
ways to predict, diagnose and treat disease. It also researches, manufactures and
markets innovative imaging agents used during medical scanning procedures to
highlight organs, tissue and functions inside the human body, to aid physicians in the
early detection, diagnosis and management of disease through advanced in-vivo
diagnostics.
 Healthcare IT ± provides IT solutions including enterprise and departmental
Information Technology products, Picture Archiving System (PACS), Radiology
Information System (RIS), Cardiovascular Information System (CVIS), revenue cycle
management and practice applications, to help customers streamline healthcare costs
and improve the quality of care.

 M/s Wipro GE Healthcare (P) Ltd

Wipro GE Healthcare Pvt. Ltd. manufactures and markets medical equipment’s. The
company was incorporated in 1990 and is based in Bengaluru, India. Wipro GE
Healthcare Pvt. Ltd. operates as a subsidiary of GE Healthcare Limited.
Wipro GE Healthcare Pvt. Ltd. manufactures and markets medical equipment. The
Company offers medical imaging, information technology, medical diagnostics,
patient monitoring systems, and biopharmaceutical manufacturing technology. Wipro
GE Healthcare serves customers throughout the world

2.4 CLIENTS OF THE COMPANY

GOVERNMENT CLIENT :-
 The medical Director MDNY
 The Medical officer VC(store)
 The Medical store
 The Medical Superintendent SH
 The Medical Superintendent ESIC
 The Medical Superintendent Aruna Asaf
 The Medical Superintendent ESI Hospital
 The Medical Superintendent GBP
 The Medical Superintendent LNJP
 The Medical Superintendent RML
 The Medical Suptt. (Sushruta Truma Centre)
 And many more…

PRIVATE COMPANY CLIENTS:-
 Arogya Noida
 City X Ray
 Columbia Asia – GZD, Gurgaon
 Dharmshila Hospital
 East Delhi Focus
 Express Meditech, Bansal Hospital (Group)
 Focus Green Park
 Fortis Hospital
 Ganesh MRI Centre
 Ganga Ram Hospital

 LAL Path Lab (Group)
 National MRI, Punjabi Bagh
 Paras Hospital – Gurgaon
 RG Stone
 Sant Parmanad Hospital
 Saral
 Star Imaging/ Janta X Ray
 Vinayak Hospital
 And many more…

2.5 VISION
To be the world’s premier trading health care company

2.6 DEDICATION
To employees, customers, suppliers and the public

2.7 STRATEGY
Value Based Management is our integral philosophy, directed towards maximizing long-term
cash flow and shareholder value through:
 Focus on the Company's core profitable segments to build up our position as one of the
leading pharmaceutical companies;
 Investments in information technology to improve planning and control of operation;
 Increased investments in Human Resources Training & Development to upgrade and
broaden the skill base of the organization in consonance with changing needs.

2.8 OUR BASIC PRINCIPLE
Respect people: Our people are our strength

2.9 THE WORK CULTURE
Great aid is an equal opportunity employer and provides a congenial and professional work
environment for all its employees, with great emphasis on teamwork. We stimulate innovation,
encourage calculated risk taking and accept mistakes as a part of the learning process.
We encourage experiential learning, and believe in clear delegation of authority and acceptance
of personal accountability. We value the involvement of our colleagues in bringing the best to
our organization in a spirit of understanding, trust and appreciation of cultural differences. We
are open to discussing alternative views and build on constructive feedback.

2.10 COMPITITORES
 Define Health care limited
 Triveni Medical System Pvt. Ltd.
 RDM Mediaids Limited
 BVM Meditech Pvt. Ltd.
 Peso Medicare Pvt. Ltd.
 Medicad Healthcare (P) Ltd.
 Befna Healthcare Private Ltd.
 Anaecon India Health Care Pvt. Ltd.
 Lifelinx Surgimed Pvt. Ltd.
 Aakaar Medical Technologies Pvt. Ltd.
 Venus Medsys Private Limited
 And many more….

2.11 THE PRODUCTS GREAT AID DEALS WITH
The GREAT AID MARKETING PVT. LTD. is the trading company which deals with the
radiology products, X-Ray accessories, X-Ray films, etc.

RADIOLOGY PRODUCTS

 Computed Radiography system
CR Systems. An affordable, compact, table top imaging CR system designed for small
hospitals, clinics and specialty practices. The models of computed radiography are as follow

 CR 30 XM1

CR 30-X is a highly versatile digitizer. It offers an ideal solution for any private and
decentralized CR environment. CR 30-X can handle general radiology and dental applications.
The CR 30-X makes no compromises in image quality: it reads imaging plates at the high
resolution of 10 pixels/mm for all image plate sizes.CR 30-X is available in combination with
NX, Agfa’s image identification and quality control tool, for the most efficient and optimized
radiology workflow. Installing the CR 30-X can be done in a single day. With the special LED
technology in the erasure unit, no additional electricity is required, so standard electrical outlets
are sufficient. No preliminary electrical work means a lower set-up cost and simpler
installation. With its modular, component-based design, it offers faster, easier and more cost-
effective maintenance. With its table-top size, the CR 30-X digitizer can be placed easily at
any location. It works with dedicated cassettes and was designed with ease of use in mind, for
optimal handling, comfort and maintenance. When combined with the optionally available
universal X-ray shielding, the CR 30-X can be used inside the X-ray room.CR 30-X uses
dedicated cassettes with an embedded memory that stores the data entered during identification.
The built-in antenna card identifies the data by no-touch radiofrequency tagging. ID data and
images are linked from the beginning throughout the entire electronic processing system.

 Agfa Drystar 5500 Dry Imager

The Drystar 5500 is a dry-process, BNV printer, using the direct thermal printing principle to
establish continuous-tone images with medical diagnostic image quality. The printer has two
film input trays and each can accept any of five sizes of film, 8x10, 10x12, 11x14, 14x14, and
14x17. Film may be loaded in full daylight. The printer is a network-only printer. The
resolution of both the Drystar 4500 and 5500 is 506 dpi. The print head in the Drystar 5500 is
14 inches wide (compared to 10 inches in the 4500), which with constant resolution means
more pixels per line for the 5500. The film for the Drystar 5500, DT2 BIC, allows for faster
printing (up to 180 films per minute for the largest size film) than the TMI B/C used with the
Drystar 4500. The Drystar 5500 is a free-standing printer used to print diagnosticimages on
transparent film for viewing on a standard view box. It may be used in any situation in which
a hard copy of an image generated by a medical imaging device is required or desirable.The
technological characteristics of the Drystar 5500 are qualitatively identical to those of the
predicate device, the Drystar 4500. The Drystar 5500 and its DT2 film represent enhancements
of the same basic design.

 CR 35 X

CR 35-X is a highly versatile digitizer. It offers an ideal solution for any decentralized CR
environment. In combination with the application-specific plates and cassettes, CR 35-X
supports a broad range of applications:
 General radiography
 Orthopaedics - Extremities
 Dental
 Paediatrics
CR 35-X is also a perfect complement to existing centralized CR systems.CR 35-X reads
imaging plates at a standard resolution of 6 pixels/mm. The high resolution mode of 10
pixels/mm is available for all image plate sizes. The maximum resolution mode of 20
pixels/mm is available for dedicated 18 x 24 cm and 24 x 30 cm extremities cassettes and
plates. The small CR 35-X footprint allows it to be placed easily at any location. Designed with
ease of use in mind, it requires only a standard wall outlet. Together with a universal X-ray

shielding, optionally available, the CR 35-X can be used inside the X-ray room. In combination
with a mobile kit, it is also fit for mobile use (vans, ships, military, etc.).CR is compatible with
all existing X-ray systems, allowing X-ray departments to go digital without significant
additional investments and workflow adaptations.

 CR 10 X

The table-top CR 10-X digitizer is based on proven Agfa HealthCare technology, with a
modular yet robust design offering affordability without compromising on image quality.
Versatile, this computed radiography (CR) digitizer can handle a broad range of digital
radiography applications including those for veterinary use. The total cost of ownership
remains low, thanks to its ease of installation, maintenance and use, making it an affordable
way to move from an analog to digital. With the CR 10-X, animal hospitals and veterinary
practices can take advantage of the convenient and fast workflow offered by digital
radiography. The CR 10-X works in conjunction with NX, Agfa HealthCare’s image
identification and quality control tool, for a highly efficient and optimized radiology workflow.
It comes with Agfa HealthCare’s gold-standard MUSICA2 software, which provides consistent
image quality and high contrast detail for both computed and direct radiography (DR). This
software analyses an image and automatically applies the appropriate image enhancement
parameters, independent of the exam type. Just as we have adapted the software for specialties
like pediatric and neonatal care, we have also customized it for veterinary needs, to optimize
images for both large and small animals. The CR 10-X reads imaging plates at the high
resolution of 10 pixels/mm (100 μm pixel pitch). The dedicated cassettes are inserted
horizontally, which prevents dust and dirt from being introduced during normal operation.
Installing the CR 10-X is fast and easy. Special LED technology in the erasure unit means low
power consumption. With its ‘one screwdriver’ concept and modular, component-based
design, maintenance is faster, easier and more cost-effective, as well. Consequently, set up
costs are lower and installation simpler. The CR 10-X is fully DICOM-compliant, to easily
integrate with other solution elements; we recommend combining it with Agfa HealthCare’s
SE software suite, tailored especially for veterinary practices, for a complete softcopy solution,
or with the DRYSTAR 5302 imager for a hardcopy solution.

 DX D 100 with Wireless Detector

In ICUs, emergency rooms and operating theatres, bedside examinations are an important part
of the care process. Agfa healthcare’s new DX-D 100 wireless mobile system can easily be
moved and operated by a single person, and has a cable-free detector panel that reduces the
risk of infection, facilitates faster patient handling and increases comfort of use for both patient
and operator. The result is improved efficiency of bedside imaging and streamlined workflow
through full integration with your RIS/paCS capabilities. Immediate access to images via Wi-
Fi, where supported; information transfer at the touch of a finger; a solution built on the proven
technologies of Agfa healthcare – the DX-D 100 system maximizes the benefits of technology.
The DX-D 100 system’s compact, mobile solution is a fully motorized, heavy duty solution
designed to cope with challenging imaging tasks – with secondary controls on the system’s
arm allowing positional refinements to be made without the need to return to the main console.
This enables it to be operated by just one person and allows you to stay with your patient at all
times. The wireless capability of this mobile solution provides excellent flexibility, improving
your overall workflow. In addition, with no trailing cable, it is a more hygienic solution, ideally
suited for use in the ICU, paediatrics and neonatal areas.Image transfer and network printing
is a simple and straightforward task. Images can be sent directly to your PACS, and/or imager
immediately, in DICOM format, using either your Wi-Fi connection or wired network
capabilities.

 Digital radiography system

Digital radiography is a form of X-ray imaging, where digital X-ray sensors are used instead
of traditional photographic film. Advantages include time efficiency through bypassing
chemical processing and the ability to digitally transfer and enhance images. Also, less
radiation can be used to produce an image of similar contrast to conventional radiography.
Instead of X-ray film, digital radiography uses a digital image capture device. This gives
advantages of immediate image preview and availability; elimination of costly film processing
steps; a wider dynamic range, which makes it more forgiving for over- and under-exposure; as
well as the ability to apply special image processing techniques that enhance overall display
quality of the image.

 C-Arm

A mobile C-arm is a medical imaging device that is based on X-ray technology and can be used
flexibly in various ORs within a clinic. The name is derived from the C-shaped arm used to
connect the X-ray source and X-ray detector to one an other-Arm is a medical imaging device
that is based on X-ray technology and can be used flexibly in various ORs within a clinic. The
name is derived from the C-shaped arm used to connect the X-ray source and X-ray detector
to one another. C-Arm comprises a generator called as X-Ray source and an image intensifier
of flat panel detector. It is often used in surgery, orthopaedics, traumatology, vascular surgery
and cardiology for intra-operative imaging. The device provides high-resolution X-ray images
in real time, allowing the surgeon to monitor progress at any point during the surgery.

 Ultra sound machine

An ultrasound machine makes images so that organs inside the body can be examined. The
machine sends out high-frequency sound waves, which reflect off body structures. A computer
receives the waves and uses them to create a picture. An ultrasound machine makes images so
that organs inside the body can be examined. The machine sends out high-frequency sound
waves, which reflect off body structures. A computer receives the waves and uses them to
create a picture. Unlike with an x-ray or CT scan, this test does not use ionizing radiation. The
test is done in the ultrasound or radiology department. You will lie down for the test. A clear,
water-based gel is applied to the skin on the area to be examined. The gel helps with the
transmission of the sound waves. A handheld probe called a transducer is moved over the area
being examined. You may need to change position so that other areas can be examined.

 X-Ray machine

X-rays are highly penetrating, ionizing radiation, therefore X-ray machines are used to take
pictures of dense tissues such as bones and teeth. This is because bones absorb the radiation
more than the less dense soft tissue. X-rays from a source pass through the body and onto a
photographic cassette. An X-ray machine produces a controlled beam of radiation, which is
used to create an image of the inside of your body. This beam is directed at the area being
examined. After passing through the body, the beam falls on a piece of film or a special plate
where it casts a type of shadow. Different tissues in the body block or absorb the radiation
differently. Dense tissue, such as bone, blocks most of the radiation and appears white on the
film. Soft tissue, such as muscle, blocks less radiation and appears darker on the film. Often
multiple images are taken from different angles so a more complete view of the area is
available. The images obtained during X-ray exams may be viewed on film or put through a
process called “digitizing” so that they can be viewed on a computer screen.

 ECG machine

Electrocardiography (ECG or EKG[a]) is the process of recording the electrical activity of the
heart over a period of time using electrodes placed on the skin. These electrodes detect the tiny
electrical changes on the skin that arise from the heart muscle's electro physiologic pattern of
depolarizing and repolarizing during each heartbeat. It is a very commonly performed
cardiology test. In a conventional 12-lead ECG, ten electrodes are placed on the patient's limbs
and on the surface of the chest. The overall magnitude of the heart's electrical potential is then
measured from twelve different angles ("leads") and is recorded over a period of time (usually

ten seconds). In this way, the overall magnitude and direction of the heart's electrical
depolarization is captured at each moment throughout the cardiac cycle. The graph of voltage
versus time produced by this non-invasive medical procedure is referred to as an
electrocardiogram.

X-RAY ACCESSORIES

 Lead Aprons

A lead apron or leaded apron is a type of protective clothing that acts as a radiation shield. It is
constructed of a thin rubber exterior and an interior of lead in the shape of a hospital apron.
The purpose of the lead apron is to reduce exposure of a hospital patient to x-rays to vital organs
that are potentially exposed to ionizing radiation during medical imaging that uses x-rays
(radiography, fluoroscopy, computed tomography).

 Protective Lead Gloves

Radiation resistant gloves are often used to offset the risk of scatter beam radiation exposure
during fluoroscopy, cardiac cath lab and electrophysiology lab procedures. Each time an image
is captured, the x-ray travels through the body making contact with internal structures. Multiple
images are necessary for the success of these procedures, however the negative effects of
scatter beam radiation exposure to the physicians and assistants can be offset by use of radiation

gloves. Our sterile radiation protection gloves are specially designed to permit the maintenance
of dexterity during surgical procedures. These radiation gloves are offered sterile, by the pair
in a full range of sizes, including half-sizes. We urge you not to discount the importance of the
use of lead gloves for protection from harmful repeat exposure.

 X-Ray Films

X-ray films for general radiography consist of an emulsion-gelatin containing radiation
sensitive silver halide crystals, such as silver bromide or silver chloride, and a flexible,
transparent, blue-tinted base. X-ray film displays the radiographic image and consists of
emulsion (single or double) of silver halide (AgBr is most common) which when exposed to
light, produces silver ion (Ag+) and electron. The electrons get attached to the sensitivity
specks and attract the silver ion. Subsequently, the silver ions attach and clumps of metallic
silver (black) are formed. An emulsion coating both sides of the film contains ting silver halide
crystals that are sensitive to such things as visible light X-rays, gamma rays, heat, moisture and
pressure. X-ray film should not be used if outdated as it may fog and markedly compromise its
diagnostic usefulness.
Layers
 base: cellulose triacetate or polyester
 substratum: an adhesive layer containing gelatin and solvents that bind emulsion and
base
 emulsion: silver halide and gelatin, with some hardening agents
 protective layer: gelatin
The total thickness of the film is about 0.25 mm.
Types of X-Ray films are following:-
 screen type films: faster when used with intensifying screen conventional and
orthochromatic (green sensitivge)
 direct exposure type: used for dental exposures

2.12 SWOT ANALYTIS

 Strengths
 Global strength and recognition
o 5
th
in fortune 500 list, operating in more than 160 countries
 Excellent management
o Proven leadership and business model
o Confident investor- raising capital
 Diverse product range
o Long term
o Short term
o Financial services
o Spreading the risk of failure in every market and not just one

 Weaknesses
 Company size/ acquisition restriction
o E.g. Great Aid planned acquisition of Honeywell International, a
diversified technology company, specializing in aerospace products,
was rejected by the EU
 Energy Segment
o Underperforming, no signs of near future recovery
 Flexibility
o Large and diverse businesses might overstretch the company and reduce
reaction times to shifts in targeted markets

 Opportunities
 Research and Development
o Immense capital allows Great Aid to contribute a lot R&D for product
development and improvement
 Merger between NBC and Vivendi
o Further opportunities in the media business
 Improved customer services
o Adopted a new customer focus initiative

 Threats
 Competition
o Constant change in technology heats up competition
o Very diverse- tough to be the best in all industry

CHAPTER-3
ANALYSIS AND
INTERPRETATION OF DATA

Impact of Data Base Marketing Strategy

YEAR

SALES

2014

9500000

2015

9350000

2016

9400000

Impact of B2C marketing strategy

YEAR

SALES

2014

9100000

2015

9300000

2106

9600000

Impact of Event Marketing Strategy

YEAR

SALES

2014

6480000

2015

6450000

2016

6300000

Impact of Trade show Marketing Strategy

YEAR

SALES

2014

7100000

2015

7200000

2016

7230000

Impact of Inbound Marketing Strategy

YEAR

SALES

2014

8430000

2015

8500000

2016

8540000

Impact of Outbound Marketing Strategy

YEAR

SALES

2014

8940000

2015

9000000

2016

8860000

Impact of Drip Marketing Strategy

YEAR

SALES

2014

7560000

2015

7600000

2016

7500000

Most Effective Impact of Marketing Strategy on Sales of the Company

STRATEGIES
LESS
EFFECTIVE
AVERAGE
EFFECTIVE

EFFCTIVE
MORE
EFFECTIVE
MOST
EFFECTIVE

DATA BASE

B2C

EVENT

TRAD SHOW

INBOUND

OUTBOUND

DRIP

Findings

From the research we conducted as well as the analysis we made, we were able to determine
Great Aid marketing strategy and to also find out that their marketing strategies lead the
organization towards their corporate vision of leading trading services globally. We can see
that different marketing strategy have different effect on the sales of the company. The data
base marketing strategy having good impact on sale whereas B2C marketing strategy is most
effective on the sale of the company. Event marketing strategy is not more effective as the sales
decreases through this strategy whereas Tradeshow have effective impact on the sale of the
company.

Chapter-4
Conclusions & Recommendations

4.1 CONCLUSION

Great Aid is a trading company with a bold vision of becoming a world leader in integrated
facility services. In its effort to achieving this vision, it has made progress in acquiring a large
market share in the facility service industry. This growth has been as a result of the company’s
marketing strategies which has brought it expansion and financial stability. The right marketing
strategies for a company would be based on a number of factors such as size of the company,
economic, political, social etc. and most importantly on what the company vision is. However,
our findings indicate that Great Aid’s marketing strategies has brought about growth and
expansion of the organization and is helping to propel it towards its vision. If properly analysed
and interpretated, marketing strategies provide valuable insight into company performance. I
have studied that how company do promotion activity to sell their product. How to collect
information of the customer and competitors. Through information we can know about that the
customer is using our machine or not, if not which company machine he/she is using, when the
machine get obsolete so that next time we can approach them and sell our products.

4.2 Recommendations

 The company should increase advertisement so that more hospitals or private clinic know
about them.
 They should give correct information of new product to customer at correct time.
 They should reduce the cost of management.
 They should recover its money from defaulters in a limited time.
 They should conduct event more properly.
 They should ready for the competitors.
 To increase the net profit at higher rate, carefully designed risk management systems and
increasingly higher aspiration levels of customer services should be taken.

Bibliography

 Arora MN, 2017. Cost and management accounting
 Chabra TN
 Gupta CB
 Kotter BN
 http://researchleap.com/exploring-the-value-and-process-of-marketing-strategy-
review-of-literature/
 http://www.greataid.com/en/top/great-aid-group/about-us/
 https://www.zaubacorp.com/company/GREAT-AID-MARKETING-PRIVATE-
LIMITED/U74899DL1989PTC035289
 http://www.investopedia.com/terms/m/marketing-strategy.asp
 https://www.accessdata.fda.gov/cdrh_docs/pdf2/k023287.pdf

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