Description
Awareness is the state or ability to perceive, to feel, or to be conscious of events, objects, or sensory patterns. In this level of consciousness, sense data can be confirmed by an observer without necessarily implying understanding. More broadly, it is the state or quality of being aware of something.
A Project on
“ CUSTOMER AWARENESS AND SALES PROMOTION”
(In partial fulfillment of the requirement for the award of the Degree of Post Graduate Diploma in Management Approved by AICTE, Ministry of MKTD, Govt. of India)
Submitted By:
Amit Kumar
PGDM (MKT + I.B.) ROLL-111 (2010-2012)
SURYADATTA INSTITUTE OF MANAGEMENT AND MASS COMMUNICATION (SIMMC/PUNE)
PREFACE The PGDM curriculum is designed in such a way that student can grasp maximum knowledge and get practical exposure to the corporate world in minimum possible time .Business schools of today realize the important of practical knowledge over the theoretical base. The research report is necessary for the practical fulfillment of PGDM curriculum and it provides an opportunity to the researcher in understanding the industry with special emphasis of the development of skill in analyzing and interpreting practical problems through the application of management theories and techniques .It is new platform of learning through practical experience ,which incorporate survey and comparative analysis .It gives the learner an opportunity to relate the theory with practice ,to test the validity and applicability of his classroom learning against real life business situation.
Declaration
I the undersigned, student of Suryadatta Institute of Management And Mass Communication (MKT+IB) hereby declare that study of the Project report is entirely the result of my own efforts and research work which is original in a nature. This project report is not submitted either in port or whole to any other Institute or University or organization for any Degree earlier. The Project report entitled. “CUSTOMER AWARENESSAND SALSE PROMOTION” has been submitted to “Digital Identification System, PUNE” in partial fulfillment of PGDM Degree.
Amit Kumar
PGDM (MKT+IB)
Index
CONTENTS
ACKNOWLEDGMENT INTRODUCTION COMPANY PROFILE OBJJECTIVE OF THE PROJECT RESEARCH METHODOLOGY HISTORY PRODUCT PROFILE MARKET ELECTRONIC SECURITY MARKET REVIEW MARKETING DEPARTMENT
INTRODUCTION
The topic of this project report is “Customer awareness and Sales promotion .” The mission of Digital Identification System is to provide our customer base with a comprehensive approach for systems design and integration to the benefit of the professional installation company. Our synergistic product groups, in the key growth areas of video, access control, and fire, provide the professional with an innovative, high-quality security package within each of these critical business segments. Digital Identification System constantly seeks to enhance the profitability of both the manufacturers represented and the installers of our products. COMPANY PROFILE : Digital Identification System engaged in providing services related to the Installation, Commissioning & Support of various Security Systems. To gain optimum client satisfaction, all our services are designed as per the requirements of our valued clients. Our aim has always been to offer technically advanced, accurate and cost effective range of products and services. All our efforts are put in the R&D activities, which has assisted us in incorporating vital features in our range. Our entire team works in close coordination and makes careful observations on the various trends in the market. With their sound experience about the security systems has enabled us to provide quality products and offer enhanced solutions. Further, with our commitment to all round excellence in the business and customer-oriented approach has been the key in retaining customers. We believe service is critical to the success and are focused on exceeding customer expectations.
Head Office in Pune, Digital Identification System. Our most valued asset as an organization is our Employee Team. The individual professionals that comprise our team are what make the difference! Our Team brings our clients a combined total of 10 years of industry experience!
Our mission is to be the premier provider of sales and marketing services to the low voltage electronics industry, providing representation to the highest quality manufacturers while delivering the most innovative and highest quality products available on the market to protect our customer’s organisation .
OBJECTIVES ? To promote a profitable and sustainable business activity that meets the customers needs. ? To increase the company's market share ? To gain the competitive edge ? To increase the company's role in relations to social responsibility ? To provide excellent customer service ? To compare the products and services provided by different companies ? To understand customers expectations and requirement . ? To spread awareness about electronic security ststem
OUR PRODUCT LINE
Our Product Profile is as Follows:
RFID Based Access Control Systems. Biometric Access Control System. Time Attendance System. Customized Payroll Software Guard Tour System (New Launch)
Fingerprint/RFID Digital Door Locks. CCTV & Surveillance System Conventional, Addressable Fire Alarm System Customized System Integration Video Door Phone And Home Security System Visitor Management System
OVERVIEW OF PRODUCTs: Access Control System
Biometric System
CCTV Surveillance System
Fire Alarm System
Building Automation & Guard Tour System
CCTV Surveillance Whether you are a business house, a manufacturing plant owner, a mall builder or a homeowner, you cannot afford to ignore the crime rates these days. New generation video analytics have added a new unseen and a never before experienced dimension in the field of surveillance and detection in India. AUTOCOP through its tie-ups and under their own brand name offers highly sophisticated CCTV Equipment that include IP/Analog Cameras, Lenses, DVR/NVR Recorders and Analog/Digital Monitors.
Access Control Systems
Access Control Systems comprise state-of-the-art electronic equipment that identify authorised individuals and allow them, and only them, access to a restricted area. These equipment eliminate the tMKTeat of trespassers and imposters and safeguard your company’s sensitive information. AUTOCOP through its tie-ups and under their own brand name offers the widest range of Access Control Systems, encompassing simple stand alone and networked systems to high-end Biometric Fingerprint, Iris Scan and face recognition systems.
Intrusion Detection & Alarm Systems IDAS comprises several types of security equipment. You can choose to secure your business or home with Sensors, which senses security hazards, or Consoles, which monitor events and alert people An integration software records the events triggered by the sensors in a database and uses a system of rules to generate alerts from security events received.
Home Automation systems & Video Door Phones While Video Door phones are becoming a common household gadget to check on the visitors before opening the door of your house, Home Automation System is a much more advanced, state of the art technology for residential applications. Using Home Automation system one can integrate the complete home security with home facility services.
Home Security components like CCTV cameras, door locks, intrusion detectors can be controlled through this Home automation system. These are integrated with the House Facility components like domestic gas release valve, Home appliances, air conditioners, TV, gas leak detectors and Communication components like video-intercom with your neighbours and with the guards in the lobby and also control lifts. All this using TOUCH PANEL SCREENS if you are in the house O R it can also be done remotely through INTERNET. Security Solutions Total solution from a single source
Digital Identification System is one of the Pune’s largest security companies. We understand the need to keep people, premises, assets and intellectual property safe and secure. Digital Identification System can be customized to the needs of any facility, no matter how complex. We offer a complete turnke y solution from system design, engineering, project management, installation, commissioning through to maintenance and servicing.The complete Indo Marketing security solution With an international network of skilled people, state of the art technology and global experience, Indo Marketing can meet individual customers needs with complete security solutions. Providing help with all aspects of a project from initial needs analysis through designing systems and managing installation, to providing ongoing maintenance and systems operation A comprehensive understanding of security requirements, technologies and innovations Being there to help customers whenever there is a need
MARKETS
Electronic Security Systems Market
Indian demand to increase 9% annually through 2014
Sales of electronic security products and systems in the India are expected to grow nearly nine percent per year to more than $17 billion in 2014. Growth will be driven in large part by a strong cyclical rebound in construction and capital investment spending from a low 2009 base, following a period of economic contraction and a tight credit environment. Ongoing technological improvements and falling prices are also major factors in sales growth, motivating customers to upgrade systems, and greater market penetration. Ultimately, the main driver of demand for electronic security equipment is the perceived risk of crime. Indians’ perception of crime risk has trended upward, despite the fact that actual crime rates have trended downward.
Industrial sector to be fastest growing market
The fastest growing market for electronic security equipment through 2014 will be the industrial sector, which includes manufacturing, mining and construction, and utilities. The primary factor behind this growth is the market’s cyclical recovery from a low 2009 base. Going forward, the industrial market is expected to experience renewed investment in its facilities, including the installation of additional and upgraded security equipment, enabled in part by improved cash flow and access to credit as the economy recovers. Other markets projected to achieve above-average gains through 2014 include the financial institutions, offices and lodging, and services markets. In 2009, the consumer market, including residential security and personal automotive security, represented the largest share of electronic security equipment sales. The government and institutional market accounted for the second largest share of sales. Demographic trends and highly publicized incidents will drive security spending in many institutional
facilities. Additionally, regulatory mandates, government adoption of new technology and interest in greater investment in border security will remain leading factors behind gains. However, future growth will be restrained by changing priorities and concerns about the federal budget deficit.
OUR APPLICATIONS AREAS
Commercial Commercial Headquarters, Malls, Multiplexes, IT/ ITES, BPOs, Banks, Financial Institutions, Schools
Residential & SOHO Complexes, Townships, Small Offices, High Value Shops, Clubs, Hospitals Industrial Factories, Plants Pharma, Automation industry, Chemical plants, manufactuting units, warehouses
Government&PSUs Defence, Railways, R&D Establishments, Shipyards, Airports, Ports, Police Stations
Our strengths
? ? ? ? ? ? ? ? ? ? ? One stop shop with very wide range of products Customer focus Dedicated workforce Commitment to excellence Consistent quality Pan-India network of offices Pan-India service set-up Next-generation technology Quality and commitment towards after -sales service Emphasis on customer relationship management Strategic alliance with reputed companies .
OPERATION
RESEARCH &DEVELOPMENT:
Digital Identification System recognized at a vigorously intelligent research initiative works at two ends: cost reduction through effective process improvement and value-addition through a sustained ability to put innovative and customized products in line with customer needs The team conducts research in the areas of: Embedded Software Industrial Design Mechanical Engineering Electrical Engineering
MARKETING DEPARTMENT:
The sales and marketing procedures in our company are based on best practices and use the process approach (plan-do-check-act) for maximum effectiveness. The sales and marketing procedures are intended to help you achieve the improvement you need and desire in your Sales and Marketing operation. While no book or manual can explain and detail every objective and subjective aspect of running a sales and marketing department, we feel takes a somewhat unique approach in managing sales and marketing as other business operations are managed. The procedures are organized into five subgroups - marketing planning, marketing tactics, sales, administration and product management.
Representatives of the organization with extensive knowledge of its inner workings should construct the scenarios. The team assumes the role of a criminal attacking the organization, which allows key points of vulnerability to be identified. Security plans designed to thwart the informed insider will be equally, if not more, effective when applied to the external criminal. This exercise highlights points of vulnerability and provides a framework for the subsequent phase, the selection of security countermeasures. The vulnerability analysis creates protection sets; meaning that it clearly establishes a focused problem to be resolved through application of security countermeasures. These protection sets are best illustrated by creating a spreadsheet correlating assets and tMKTeats and noting which assets are exposed to which specific tMKTeats. Each scenario should have spreadsheet entries focused on plausibility (Is the scenario too far-fetched?); consequences of the event; and the amount of risk the organization is willing to accept.
Selection of Security Counter measures
Just as a patient may be harmed by improper medication, an organization's security posture may be weakened, if not compromised, by improper application of security countermeasures. The exercise is more art than science, requiring a collaborative effort of management and security staff to arrive at a program consistent with an organization's needs. Security countermeasures can include electronic security systems, physical barriers, security personnel and policies and procedures. Electronic security systems encompass access control, detection, surveillance and evidence gathering. Subsystems may include intrusion detection, access control, duress alarms, CCTV, intercoms, radios, public address systems, life safety and telephone systems. Physical barriers include vaults, safes, vehicle barriers, fences and gates, bullet-resistant Physical and psychological barriers are applied to prevent access to a target. materials, barbed wire, mantraps, vehicle traps, armored cars, mechanical locking systems, vehicle speed bumps and curbing, bomb-resistant structures, lighting, shielding, penetration-resistant panels, and landscaping. Security personnel perform a variety of duties including the operation of electronic systems, manual control of fixed post duties, and roving patrols. Most guard operations are designed to observe events and report incidents to law enforcement authorities. In some cases, officers are armed and trained to intervene in events. Policies state management's position and philosophy on business issues and practices. Procedures define the means for implementing the policy. This is a critical part of a security program. It defines programs and processes that are essential for security mechanisms to be effective.
FUTURE PLAN:
To expand our business to different states.We are shortly opening a branch at Banglore Delhi and Kolkata to cater the market of Southern,Northern and Eastern part of the country respectively.
Competitor: Zicom
doc_831710171.docx
Awareness is the state or ability to perceive, to feel, or to be conscious of events, objects, or sensory patterns. In this level of consciousness, sense data can be confirmed by an observer without necessarily implying understanding. More broadly, it is the state or quality of being aware of something.
A Project on
“ CUSTOMER AWARENESS AND SALES PROMOTION”
(In partial fulfillment of the requirement for the award of the Degree of Post Graduate Diploma in Management Approved by AICTE, Ministry of MKTD, Govt. of India)
Submitted By:
Amit Kumar
PGDM (MKT + I.B.) ROLL-111 (2010-2012)
SURYADATTA INSTITUTE OF MANAGEMENT AND MASS COMMUNICATION (SIMMC/PUNE)
PREFACE The PGDM curriculum is designed in such a way that student can grasp maximum knowledge and get practical exposure to the corporate world in minimum possible time .Business schools of today realize the important of practical knowledge over the theoretical base. The research report is necessary for the practical fulfillment of PGDM curriculum and it provides an opportunity to the researcher in understanding the industry with special emphasis of the development of skill in analyzing and interpreting practical problems through the application of management theories and techniques .It is new platform of learning through practical experience ,which incorporate survey and comparative analysis .It gives the learner an opportunity to relate the theory with practice ,to test the validity and applicability of his classroom learning against real life business situation.
Declaration
I the undersigned, student of Suryadatta Institute of Management And Mass Communication (MKT+IB) hereby declare that study of the Project report is entirely the result of my own efforts and research work which is original in a nature. This project report is not submitted either in port or whole to any other Institute or University or organization for any Degree earlier. The Project report entitled. “CUSTOMER AWARENESSAND SALSE PROMOTION” has been submitted to “Digital Identification System, PUNE” in partial fulfillment of PGDM Degree.
Amit Kumar
PGDM (MKT+IB)
Index
CONTENTS
ACKNOWLEDGMENT INTRODUCTION COMPANY PROFILE OBJJECTIVE OF THE PROJECT RESEARCH METHODOLOGY HISTORY PRODUCT PROFILE MARKET ELECTRONIC SECURITY MARKET REVIEW MARKETING DEPARTMENT
INTRODUCTION
The topic of this project report is “Customer awareness and Sales promotion .” The mission of Digital Identification System is to provide our customer base with a comprehensive approach for systems design and integration to the benefit of the professional installation company. Our synergistic product groups, in the key growth areas of video, access control, and fire, provide the professional with an innovative, high-quality security package within each of these critical business segments. Digital Identification System constantly seeks to enhance the profitability of both the manufacturers represented and the installers of our products. COMPANY PROFILE : Digital Identification System engaged in providing services related to the Installation, Commissioning & Support of various Security Systems. To gain optimum client satisfaction, all our services are designed as per the requirements of our valued clients. Our aim has always been to offer technically advanced, accurate and cost effective range of products and services. All our efforts are put in the R&D activities, which has assisted us in incorporating vital features in our range. Our entire team works in close coordination and makes careful observations on the various trends in the market. With their sound experience about the security systems has enabled us to provide quality products and offer enhanced solutions. Further, with our commitment to all round excellence in the business and customer-oriented approach has been the key in retaining customers. We believe service is critical to the success and are focused on exceeding customer expectations.
Head Office in Pune, Digital Identification System. Our most valued asset as an organization is our Employee Team. The individual professionals that comprise our team are what make the difference! Our Team brings our clients a combined total of 10 years of industry experience!
Our mission is to be the premier provider of sales and marketing services to the low voltage electronics industry, providing representation to the highest quality manufacturers while delivering the most innovative and highest quality products available on the market to protect our customer’s organisation .
OBJECTIVES ? To promote a profitable and sustainable business activity that meets the customers needs. ? To increase the company's market share ? To gain the competitive edge ? To increase the company's role in relations to social responsibility ? To provide excellent customer service ? To compare the products and services provided by different companies ? To understand customers expectations and requirement . ? To spread awareness about electronic security ststem
OUR PRODUCT LINE
Our Product Profile is as Follows:
RFID Based Access Control Systems. Biometric Access Control System. Time Attendance System. Customized Payroll Software Guard Tour System (New Launch)
Fingerprint/RFID Digital Door Locks. CCTV & Surveillance System Conventional, Addressable Fire Alarm System Customized System Integration Video Door Phone And Home Security System Visitor Management System
OVERVIEW OF PRODUCTs: Access Control System
Biometric System
CCTV Surveillance System
Fire Alarm System
Building Automation & Guard Tour System
CCTV Surveillance Whether you are a business house, a manufacturing plant owner, a mall builder or a homeowner, you cannot afford to ignore the crime rates these days. New generation video analytics have added a new unseen and a never before experienced dimension in the field of surveillance and detection in India. AUTOCOP through its tie-ups and under their own brand name offers highly sophisticated CCTV Equipment that include IP/Analog Cameras, Lenses, DVR/NVR Recorders and Analog/Digital Monitors.
Access Control Systems
Access Control Systems comprise state-of-the-art electronic equipment that identify authorised individuals and allow them, and only them, access to a restricted area. These equipment eliminate the tMKTeat of trespassers and imposters and safeguard your company’s sensitive information. AUTOCOP through its tie-ups and under their own brand name offers the widest range of Access Control Systems, encompassing simple stand alone and networked systems to high-end Biometric Fingerprint, Iris Scan and face recognition systems.
Intrusion Detection & Alarm Systems IDAS comprises several types of security equipment. You can choose to secure your business or home with Sensors, which senses security hazards, or Consoles, which monitor events and alert people An integration software records the events triggered by the sensors in a database and uses a system of rules to generate alerts from security events received.
Home Automation systems & Video Door Phones While Video Door phones are becoming a common household gadget to check on the visitors before opening the door of your house, Home Automation System is a much more advanced, state of the art technology for residential applications. Using Home Automation system one can integrate the complete home security with home facility services.
Home Security components like CCTV cameras, door locks, intrusion detectors can be controlled through this Home automation system. These are integrated with the House Facility components like domestic gas release valve, Home appliances, air conditioners, TV, gas leak detectors and Communication components like video-intercom with your neighbours and with the guards in the lobby and also control lifts. All this using TOUCH PANEL SCREENS if you are in the house O R it can also be done remotely through INTERNET. Security Solutions Total solution from a single source
Digital Identification System is one of the Pune’s largest security companies. We understand the need to keep people, premises, assets and intellectual property safe and secure. Digital Identification System can be customized to the needs of any facility, no matter how complex. We offer a complete turnke y solution from system design, engineering, project management, installation, commissioning through to maintenance and servicing.The complete Indo Marketing security solution With an international network of skilled people, state of the art technology and global experience, Indo Marketing can meet individual customers needs with complete security solutions. Providing help with all aspects of a project from initial needs analysis through designing systems and managing installation, to providing ongoing maintenance and systems operation A comprehensive understanding of security requirements, technologies and innovations Being there to help customers whenever there is a need
MARKETS
Electronic Security Systems Market
Indian demand to increase 9% annually through 2014
Sales of electronic security products and systems in the India are expected to grow nearly nine percent per year to more than $17 billion in 2014. Growth will be driven in large part by a strong cyclical rebound in construction and capital investment spending from a low 2009 base, following a period of economic contraction and a tight credit environment. Ongoing technological improvements and falling prices are also major factors in sales growth, motivating customers to upgrade systems, and greater market penetration. Ultimately, the main driver of demand for electronic security equipment is the perceived risk of crime. Indians’ perception of crime risk has trended upward, despite the fact that actual crime rates have trended downward.
Industrial sector to be fastest growing market
The fastest growing market for electronic security equipment through 2014 will be the industrial sector, which includes manufacturing, mining and construction, and utilities. The primary factor behind this growth is the market’s cyclical recovery from a low 2009 base. Going forward, the industrial market is expected to experience renewed investment in its facilities, including the installation of additional and upgraded security equipment, enabled in part by improved cash flow and access to credit as the economy recovers. Other markets projected to achieve above-average gains through 2014 include the financial institutions, offices and lodging, and services markets. In 2009, the consumer market, including residential security and personal automotive security, represented the largest share of electronic security equipment sales. The government and institutional market accounted for the second largest share of sales. Demographic trends and highly publicized incidents will drive security spending in many institutional
facilities. Additionally, regulatory mandates, government adoption of new technology and interest in greater investment in border security will remain leading factors behind gains. However, future growth will be restrained by changing priorities and concerns about the federal budget deficit.
OUR APPLICATIONS AREAS
Commercial Commercial Headquarters, Malls, Multiplexes, IT/ ITES, BPOs, Banks, Financial Institutions, Schools
Residential & SOHO Complexes, Townships, Small Offices, High Value Shops, Clubs, Hospitals Industrial Factories, Plants Pharma, Automation industry, Chemical plants, manufactuting units, warehouses
Government&PSUs Defence, Railways, R&D Establishments, Shipyards, Airports, Ports, Police Stations
Our strengths
? ? ? ? ? ? ? ? ? ? ? One stop shop with very wide range of products Customer focus Dedicated workforce Commitment to excellence Consistent quality Pan-India network of offices Pan-India service set-up Next-generation technology Quality and commitment towards after -sales service Emphasis on customer relationship management Strategic alliance with reputed companies .
OPERATION
RESEARCH &DEVELOPMENT:
Digital Identification System recognized at a vigorously intelligent research initiative works at two ends: cost reduction through effective process improvement and value-addition through a sustained ability to put innovative and customized products in line with customer needs The team conducts research in the areas of: Embedded Software Industrial Design Mechanical Engineering Electrical Engineering
MARKETING DEPARTMENT:
The sales and marketing procedures in our company are based on best practices and use the process approach (plan-do-check-act) for maximum effectiveness. The sales and marketing procedures are intended to help you achieve the improvement you need and desire in your Sales and Marketing operation. While no book or manual can explain and detail every objective and subjective aspect of running a sales and marketing department, we feel takes a somewhat unique approach in managing sales and marketing as other business operations are managed. The procedures are organized into five subgroups - marketing planning, marketing tactics, sales, administration and product management.
Representatives of the organization with extensive knowledge of its inner workings should construct the scenarios. The team assumes the role of a criminal attacking the organization, which allows key points of vulnerability to be identified. Security plans designed to thwart the informed insider will be equally, if not more, effective when applied to the external criminal. This exercise highlights points of vulnerability and provides a framework for the subsequent phase, the selection of security countermeasures. The vulnerability analysis creates protection sets; meaning that it clearly establishes a focused problem to be resolved through application of security countermeasures. These protection sets are best illustrated by creating a spreadsheet correlating assets and tMKTeats and noting which assets are exposed to which specific tMKTeats. Each scenario should have spreadsheet entries focused on plausibility (Is the scenario too far-fetched?); consequences of the event; and the amount of risk the organization is willing to accept.
Selection of Security Counter measures
Just as a patient may be harmed by improper medication, an organization's security posture may be weakened, if not compromised, by improper application of security countermeasures. The exercise is more art than science, requiring a collaborative effort of management and security staff to arrive at a program consistent with an organization's needs. Security countermeasures can include electronic security systems, physical barriers, security personnel and policies and procedures. Electronic security systems encompass access control, detection, surveillance and evidence gathering. Subsystems may include intrusion detection, access control, duress alarms, CCTV, intercoms, radios, public address systems, life safety and telephone systems. Physical barriers include vaults, safes, vehicle barriers, fences and gates, bullet-resistant Physical and psychological barriers are applied to prevent access to a target. materials, barbed wire, mantraps, vehicle traps, armored cars, mechanical locking systems, vehicle speed bumps and curbing, bomb-resistant structures, lighting, shielding, penetration-resistant panels, and landscaping. Security personnel perform a variety of duties including the operation of electronic systems, manual control of fixed post duties, and roving patrols. Most guard operations are designed to observe events and report incidents to law enforcement authorities. In some cases, officers are armed and trained to intervene in events. Policies state management's position and philosophy on business issues and practices. Procedures define the means for implementing the policy. This is a critical part of a security program. It defines programs and processes that are essential for security mechanisms to be effective.
FUTURE PLAN:
To expand our business to different states.We are shortly opening a branch at Banglore Delhi and Kolkata to cater the market of Southern,Northern and Eastern part of the country respectively.
Competitor: Zicom
doc_831710171.docx