Synopsis

On

“An Analytical Study of STAR PAPER MILL LTD. ”

Submitted In the partial fulfillment of the degree of

Bachelor of Commerce (Hons.)
Submitted by:
Ramanpreet
Roll No: 1221235
Class: [Link] 6th Semester
Supervised to:
Dr. Santosh kumari
Assistant Professor, MMIM
Maharishi Markandeshwar University, Mullana
(Jan-July 2024)

MAHARISHI MARKANDESHAR UNIVERSITY

(DEEMED TO BE UNIVERSITY)
Mullana-Ambala, Haryana

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 TABLE OF CONTENT

TOPICS PAGE NO.

Chapter 1:Introduction 3

Chapter 2 :Literature Review 4

Chapter 3 :Research Methodology 5

Chapter 4 :Conclusion 9

Chapter 5 :References 10

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 Chapter 1 :
INTRODUCTION

“Marketing is a social and managerial process by which individuals and groups obtain what they
need and want, through creating, offering and exchanging products of value with others”. –

Philip Kotler.

Marketing includes all those activities having to do with effecting changes in the ownership and
possession of goods and services. It is that part of economics which deals with the creation of
time, place and possession utilities and that phase of business activity through which human
wants are satisfied, by the exchange of goods and services for some valuable consideration. –

American Marketing Association.

Marketing is the process of discovering and translating consumer wants into product and service
specifications and then in turn helping to make it possible for more and more of consumers to
enjoy more and more of these products and services. Marketing consists of analyzing marketing
opportunities, researching and selecting target markets, designing marketing strategies, planning
marketing programs and organizing, implementing and controlling marketing effort.

Companies have to identify long and short term marketing opportunities and research the
selected market by measuring and forecasting attractiveness of the given market. Having selected
the market, the companies need to develop a differentiating and positioning strategy for the
target market. The marketing strategy must be transformed into marketing programs by deciding
on marketing expenditures and the marketing mix. The final step is organizing the marketing
resources and implementing and controlling the marketing plan

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 Chapter 2 :
LITERATURE REVIEW

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 2021

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 Chapter 3 :
RESEARCH METHODOLOGY

TITLE OF THE STUDY The title of the study is – “A STUDY ON SALES

PROMOTION STRATEGIES AT STAR PAPER MILL” STATEMENT OF THE
PROBLEM The project is mainly undertaken to study the sales promotional
strategies at Star paper Mill. The intention of the study is to find what attributes
needs further improvement in order to make the product more preferable in the
market. The main aim of the study is to uncover new relationship and identify any
problem that may arise in future. Hence, exploratory research is been conducted.
Exploratory research as its name implies endeavors of exploring the possibility of
doing research on a subject where due to lack of existing knowledge framing and
testing the hypotheses is difficult. In today’s crowed marketplace where products
and services are touting themselves to be the best, it is vital to stand out in the
crowd. The study was undertaken to explore how a company or brand can ensure a
store that stands out and not get lost in the crowd.
OBJECTIVES OF THE STUDY
1. To study the various promotional strategy adopted by Star paper Mill.
2. To find out new ways to attract customers towards our product.
3. To observe and understand the sale promotion practices followed by Star paper
Mill.

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4. To find out the communication process of the organization.

SCOPE OF THE STUDY

This project was undertaken for a specific period in Star paper Mill., Saharanpur.
It is an exercise that is well planned into the curriculum giving the researcher a
valuable opportunity to understand the working dynamics of the organization and
to experiment and exhibit the recently acquired management and administration
skills. The prospect of the Industrial unfactored in India seems positive. The
Indian automotive product has awakened to interesting times! The last ten years
have seen changes in the shop windows of Paper manufacturer retailers.
Consumers today no longer look for more practicality in automotive products i.e.,
lifestyle living. Realizing the tremendous market potential and to make the most of
it, the study was undertaken.
LIMITATIONS OF THE STUDY
Every study is bound by limitations and as such this is no exceptions.
1. “Change is Constant” rule of nature. Hence, the study undertaken may not hold
good for longer duration.
2. The study was conducted under the assumption that the information given by
the respondents is authentic.
3. The analysis and suggestion are given only with respect to marketing aspects as
technical suggestion with respect to the product could not be given.
4. There were time constraints.
5. Confidential matters were not disclosed by the company.
METHODOLOGY OF THE STUDY
A variety of methods of study have been adopted by the researcher to fulfill the
objectives of the study.
➢ In order to have a better grasp of the study, the researcher chose to become a
keen observer, studying the various aspects of the organization.
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➢ To have a broader perspective of the study, the researcher attended the
Lifestyle Exhibition at Palace Grounds wherein the products of Star paper Mill.
were displayed.
➢ In order to fund out the market realities, the researcher visited the showrooms
of certain companies having almost similar product profile as that of Star paper
Mill.
➢ With a view to understand the crunch of the matter and to find out the ground
realities, the researcher formed a schedule specifically for the set of respondents.
The researcher met the respondents personally, interviewed them and made them
to fill the questionnaire.
The researcher has done the research in the following manner;
1. Type of the research undertaken is analytical.
2. Technique used is random sampling.
3. Sample size taken is.
4. Sources of data used include both primary as well as secondary data.
5. Tool used for the research is questionnaire.
6. Plan of analysis are tables and graphs.

DATA COLLECTION METHODS

In this study, the foremost data collection instrument used is the questionnaire
method. The questionnaire has been designed with both open ended and closed
ended questions. Apart from this, the research instrument consists of primary and
secondary data collected for the study. Primary Data: Here first hand information
is obtained by distributing printed questionnaire to the marketing executives of the
company. Data was also obtained from the observation and interview technique
adopted by the researcher. Moreover, information was disseminated by the
departmental heads. Secondary Data: Here the information is obtained from the

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brochure of Base Corporation Ltd., books, websites, newsletter, journals,
magazines, newspapers, etc.

SOURCES OF DATA
Primary Data Secondary Data Questionnaire Newsletter Observation Journals
Interviews Magazines Visits to other. Newspapers Companies Information Books
Through Departmental heads Websites Surveys: - Asking direct questions to your
customers is probably one of the most popular, also an effective method of
gathering data. Web based surveys are definitely quick and easy for the
respondents. 31 They usually have limited answers to choose from with a few
open questions. Interviews: - A one-on-one interview is probably the most
personal method to choose from. The interview is ideal when you want your data
analytics to be in-depth. It allows you to ask specific questions, and if the answer
is not clear enough, you can always follow up with another question.
Unfortunately, the results of such interviews are at the risk of being generalized
based on conclusions, and it shouldn’t be done. Online Tracking: -- Tracking
customers’ behavior allows you to have greater insight into their preferences. You
can track not only customers’ behavior but also their transactions. What they
bought, what they were interested in, what they left in the basket – all this
information helps plan your business strategy. Focus Groups: - Focus groups are
basically the same as interviews but are conducted in a group. Ideally, the focus
group should have between three to ten people maximum, plus a moderator. The
general idea of a focus group is that each participant can share the opinion, but it
also leaves a place for discussion within the group. Marketing Analysis: - This sub
department is mainly concerned with the inspection of raw materials. The raw

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 Chapter 4 :
CONCLUSION

“No man has the right to dictate what other men should perceive, create or
produce, but all should be encouraged to reveal themselves, their perceptions and
emotions and builds confidence in their creative spirit!” This inspiring thought of
Ansell Adams is well appreciated by new style marketing organizations which
understand that “boxes and lines” structures can’t drive value in fast moving
environments. No doubt, Star paper Mill. is one of them because they believe in
teamwork. Today, the need of the Indian consumer evolves beyond “roti, Kapadia
aur Makana”. The game in the new-breed automotive products is no longer
furnishing. It is about “home dressing”. To capture opportunities continually, the
company must have a continual flow of ideas. In today’s crowded market place,
where products and services are touting themselves to be the best, it is vital to
stand out in the crowd. From the various channels of advertising, point of sale
displays and how the employees are relating to the customers. It is important for
Star paper Mill. to establish and reinforce an unmistakable brand and corporate
identity in all channels of fickle minded consumers. Herein, lays the importance of
the Japanese proverb which says – “Thinking without action is a daydream and
action without thinking is a nightmare”.

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 Chapter 5 :
REFERENCES

STAR PAPER MILL Saharanpur(UP)

[Link]

[Link]

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