SUMMER TRAINING REPORT

VARIOUS MARKETING OPPORTUNITIES AND THREATS FOR

KOLASH CORPORATION

In partial fulfillment of the requirements for

the award of the Degree of

MASTERS OF BUSINESS ADMINISTRATION (Banking and Insurance)

(2022-2024)

NAME : AKHIL CHANDEL

Roll No. : 25092

UNIVERSITY INSTITUTE OF APPLIED MANAGEMENT SCIENCES

PA N J A B U N I V E R S I T Y , C
H A N D I G A RH

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 DECLARATION FROM THE
CANDIDATE

I, Akhil Chandel, student of MBA (Banking and Insurance) Roll No. 25092 do
hereby certify that the Project work titled VARIOUS MARKETING
OPPORTUNITIES AND THREATS FOR KOLASH CORPORATION is a
bonafide work carried out by me.

Signature of the candidate Akhil Chandel Name:

Akhil Chandel
Class: MBA (Banking and Insurance)
DATE: 08/08/2023 PLACE:
Chandigarh

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CERTIFICATE

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 Acknowledgement

I would like to acknowledge all the idealistic channels and fresh dimensions in the
completion of this project, we take this opportunity to thank our department at
UIAMS Panjab University for giving us a chance to do this Internship.

We would like to thank our Placement officer, Dr Amandeep Singh Marwaha for
Providing the necessary facilities required for the completion of the Project.

We take this opportunity to thank our coordinator for giving moral support and
guidance.

Lastly, I would like to thank everyone who directly or indirectly helped me complete
the project, especially my parents and peers who supported me throughout this
project.

Table of Content
Sr No. Particulars Page No.

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1 Introduction 1-5

2 Company Profile 8-12

3 SWOT Analysis 12-15

4 Concept 16-18

5 Research Objectives 18-19

6 Literature Review 20-23

7 Research Methodology 24-25

8 Data analysis and Interpretation 26-40

9 Findings, Limitations and Suggestions 41-46

10 Biblography 47

11 Annexure 48-49

12 Suggestion 50

Company Profile

Introduction:

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Kolash Corporation, a dynamic and innovative company headquartered in Baddi, is a
recognized leader in multiple industry sectors, including pharmaceuticals, consumer
goods, and technology. Since its inception, Kolash Corporation has consistently
demonstrated a steadfast commitment to excellence, customer satisfaction, and
cutting-edge advancements, making it a prominent player in the fast-growing
industrial landscape of Baddi.

Kolash Corporation embarked on a journey to revolutionize the market with its

unique product offerings and unwavering dedication to quality. Over the years, the
company has successfully diversified its portfolio, introducing a wide range of
products that cater to the evolving needs and preferences of consumers.

In the pharmaceutical sector, Kolash Corporation stands out as a provider of

innovative and life-changing medicines. Their state-of-the-art research and
development facilities, coupled with a team of skilled scientists and medical experts,
enable them to develop and manufacture groundbreaking pharmaceutical products
that address critical health challenges.

In the consumer goods segment, Kolash Corporation has earned a reputation for
delivering high-quality and reliable products to millions of customers. From
household essentials to personal care items, their diverse range of consumer goods
reflects a deep understanding of market trends and consumer demands.
Moreover, Kolash Corporation has been at the forefront of technological
advancements, driving progress and innovation in the tech industry. With a focus on
developing cutting-edge devices and solutions, the company has become a trusted
name in the world of technology, serving a global clientele.
Committed to sustainability and responsible business practices, Kolash Corporation
emphasizes environmental stewardship and ethical conduct throughout its operations.
The company's corporate social responsibility initiatives contribute positively to the
communities they serve, reflecting their dedication to making a meaningful impact
beyond business goals.

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Throughout its journey, Kolash Corporation has embraced a customer-centric
approach, striving to exceed expectations and build enduring relationships with its
clientele. Their commitment to providing top-notch customer service has earned
them a loyal customer base, contributing significantly to their market leadership.

As we delve into the company's profile, this research aims to explore the marketing
strategies that have enabled Kolash Corporation to achieve and sustain its
competitive edge in the bustling business landscape of Baddi. By analyzing the
company's visionary leadership, innovative products, and customer-oriented
practices, we seek to unravel the key factors behind its remarkable success, which
may serve as a beacon of inspiration for businesses aspiring to excel in their
respective industries. Mission Statement of Kolash Corporation Baddi:

"To enrich lives and improve well-being by providing innovative and high-quality
products that address critical health needs and enhance daily living. We are
committed to advancing medical science, empowering our customers, and
contributing positively to the communities we serve."

Vision Statement of Kolash Corporation Baddi:

"To be a globally recognized and respected leader in pharmaceuticals, consumer

goods, and technology, driving innovation and transformative solutions that
positively impact people's lives. We aspire to achieve sustainable growth, foster a
culture of excellence, and remain at the forefront of advancements in our industries."
Marketing Opportunities for Kolash Corporation Baddi:

1. Diversification in Emerging Technologies: Kolash Corporation can capitalize

on the growing demand for technology-driven products and solutions. By investing
in research and development, the company can expand its product portfolio to
include innovative technologies such as Internet of Things (IoT), Artificial

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Intelligence (AI), and smart devices, catering to the evolving needs of tech-savvy
consumers.

2. International Expansion: With a strong presence in the Baddi market, Kolash

Corporation has the opportunity to explore international markets. By identifying
strategic entry points and adapting its marketing strategies to different cultural
contexts, the company can tap into new customer segments and achieve global
recognition.

3. Health and Wellness Market: The increasing focus on health and wellness
presents an opportunity for Kolash Corporation to introduce a range of products
catering to this growing consumer trend. Health supplements, organic products, and
eco-friendly offerings can align with consumers' preferences for healthier and
sustainable choices.

4. Personalized Marketing: Leveraging data analytics and customer insights,

Kolash Corporation can implement personalized marketing strategies. Tailoring
messages and promotions based on individual preferences can enhance customer
engagement and foster stronger brand loyalty.

E-Commerce Expansion: Strengthening its online presence and e-commerce

capabilities can open up new sales channels for Kolash Corporation. Developing
user-friendly online platforms and mobile applications can enhance the customer
shopping experience and reach a wider audience.

Marketing Opportunities for Kolash Corporation Baddi:

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1. Diversification in Emerging Technologies: Kolash Corporation can capitalize
on the growing demand for technology-driven products and solutions. By investing
in research and development, the company can expand its product portfolio to
include innovative technologies such as Internet of Things (IoT), Artificial
Intelligence (AI), and smart devices, catering to the evolving needs of tech-savvy
consumers.

2. International Expansion: With a strong presence in the Baddi market, Kolash

Corporation has the opportunity to explore international markets. By identifying
strategic entry points and adapting its marketing strategies to different cultural
contexts, the company can tap into new customer segments and achieve global
recognition.

3. Health and Wellness Market: The increasing focus on health and wellness
presents an opportunity for Kolash Corporation to introduce a range of products
catering to this growing consumer trend. Health supplements, organic products, and
eco-friendly offerings can align with consumers' preferences for healthier and
sustainable choices.

4. Personalized Marketing: Leveraging data analytics and customer insights,

Kolash Corporation can implement personalized marketing strategies. Tailoring

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 messages and promotions based on individual preferences can enhance customer
engagement and foster stronger brand loyalty.

5. E-Commerce Expansion: Strengthening its online presence and e-commerce

capabilities can open up new sales channels for Kolash Corporation. Developing user-
friendly online platforms and mobile applications can enhance the customer shopping
experience and reach a wider audience.

SWOT ANLYSIS

SWOT Analysis of Kolash Corporation Baddi:

Strengths:

1. Strong Brand Reputation: Kolash Corporation enjoys a well-established and

reputable brand image in the pharmaceutical, consumer goods, and technology
sectors. The company's commitment to quality and innovation has earned the trust of
customers and stakeholders.

2. Diverse Product Portfolio: The company boasts a diverse range of products,

spanning pharmaceuticals, consumer goods, and technology. This diversified
portfolio allows Kolash Corporation to mitigate risks and capture opportunities in
different markets.

3. Technological Advancements: Kolash Corporation has embraced technological

advancements in its product offerings and manufacturing processes. The company's
investment in research and development enables it to stay at the forefront of
innovation.

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4. Customer-Centric Approach: The company prioritizes customer satisfaction and
is known for its excellent customer service. Kolash Corporation's customercentric
approach fosters strong customer loyalty and repeat business.

5. Strong Distribution Network: The company has an extensive distribution

network that ensures wide market reach and efficient product delivery to customers.

Weaknesses:

1. Limited International Presence: Despite its success in the domestic market,

Kolash Corporation has limited international presence. Expanding globally may
require addressing regulatory challenges and adapting marketing strategies to
different cultural contexts.

2. Digital Marketing Gap: While the company has made progress in digital
marketing, there is room for improvement in leveraging digital channels effectively
to engage with a wider online audience.

3. Overdependence on Specific Products: Kolash Corporation may face

vulnerability if there is excessive reliance on certain products within its portfolio.
Diversification in revenue streams can help mitigate this risk.

4. Brand Communication: The company could improve its brand communication to

effectively convey its values and unique selling points to a broader audience.

Opportunities:

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1. Emerging Technologies: The rapid advancements in technology present an
opportunity for Kolash Corporation to explore new product categories and capitalize
on emerging trends such as IoT, AI, and smart devices.

2. Emerging Technologies: The rapid advancements in technology present an

opportunity for Kolash Corporation to explore new product categories and capitalize
on emerging trends such as IoT, AI, and smart devices.

3. Global Market Expansion: International markets offer significant growth

opportunities. Kolash Corporation can strategically enter new markets and adapt its
marketing strategies to cater to diverse customer preferences.

4. Health and Wellness Trends: The growing health and wellness trend presents an
opportunity for the company to introduce and promote products catering to health-
conscious consumers.

Digital Transformation: Embracing digital transformation can enable Kolash

Corporation to enhance its online presence, engage with customers through digital
channels, and improve the overall customer experience.

Threats:

1. Intense Competition: The pharmaceutical, consumer goods, and technology sectors

are highly competitive. The company faces competition from both established players
and new entrants, which can impact market share and profitability.

2. Regulatory Environment: The pharmaceutical industry is subject to strict

regulatory compliance. Changes in regulations or compliance issues can pose
challenges for Kolash Corporation's operations.

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3. Economic Volatility: Economic fluctuations, inflation, and currency exchange rates
can affect consumer spending and demand for products.

4. Counterfeit Products: The presence of counterfeit products in the market can

negatively impact the company's reputation and erode consumer trust.

CHAPTER – 1 INTRODUCTION TO THE STUDY

 MARKETING

Advertisers are expected to spend Rs. 22,500 million in digital advertising in the
year 2009 third only to TV and Print ads, which is around 5257% more than that in
the year 2004, compound percentage increase of 124% over the last 5 years. This is
the new age of advertising.

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 It is true that people have started realizing that internet can serve as a one stop point
for all their needs. Be it communication, entertainment, shopping, information
search, internet serves as a panacea for all their requirements. This has led 70% of
the ever users to glue themselves to the Internet and access it on a regular basis.
This is an opportunity for advertisers to exploit this revolution. But, is it the end of
traditional advertising? Is digital advertising effective and efficient compared to the
traditional form?? Does it fulfill the basic objectives of advertising (create
awareness, to generate sales, build positive image, etc…)???
1. The problem is that, volumes of consumers are online every day for their personal
work, but do they notice the ads, banners etc. displayed on that webpage, most
important what is their recall/remembrance value. What about the reach of online
advertising, is it effective across over all target groups? We have trusted
traditional advertising all these years and it’s a proven medium that fulfills all the
objectives of advertising, can one have the same trust for online advertising… The
act of buying or selling in a market.

2. The total of activities involved in the transfer of goods from the producer or seller
to the consumer or buyer, including advertising, shipping, storing, and selling. At
the beginning of the century, social life was mostly local. It was followed by a
period in which commodities were produced on a mass scale. Consumer
Marketing operated on mass marketing principles and business primarily
concerned itself with how to build the best sales force. At the end of the century,
there is an emerging global culture. The major driver of these changes is
technology. Technological change has moved steadily back focusing on the
individual. These changes shape the possibility and conduct of business.
Marketing is especially tied to communication and transportation revolution. As
the tools and reach of marketing increase, the job and responsibilities of marketers
have evolved with them.

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 Philip Kotler formalized this evolution with his book "Marketing Management".
His key stages are production, sales and brand management. Each of these is
strongly motivated by technological opportunities, which permit new methods and
new opportunities. A fourth stage, a focus on the individual customer, is also
important. As the new technology of the Internet develops, it reinforces the new
marketing emphasis - which in many ways is a return to business at the turn of the
century.

In today’s technology driven world, a new fast paced digital economy is emerging.
Tomorrow there will be companies that will exist only inside computer networks.
Most business transactions will be made electronically, directly from the producer to
the consumer, bypassing the supply chain. In the digital marketing environment, the
consumer becomes an integral player in the development of the product. In fact, a
consumer might build the product himself from a wide array of parts provided by the
Company. It is e-commerce that is changing the way products and services are
conceived, manufactured, promoted, priced, distributed and sold. The reason being
that it is much cheaper; it allows vast coverage and helps in serving the customer
better

 RESEARCH OBJECTIVES

• To compare the trust level of traditional advertising and digital advertising

(consumers point of view)

• To find the effectiveness of digital advertising (reach and creation of awareness)

• To find the reliability of digital advertising (recall and remembrance)

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 CHAPTER – 2
LITERATURE REVIEW

Kotler, P., & Armstrong, G. (2017). Principles of Marketing. Pearson Education.

This foundational textbook provides insights into fundamental marketing principles
and strategies that can be applied to companies like Kolash Corporation.

1. Porter, M. E. (2008). The Five Competitive Forces That Shape Strategy. Harvard
Business Review.

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 Porter's Five Forces framework is essential for understanding the competitive
landscape in which Kolash Corporation operates.

2. Yoo, B., & Donthu, N. (2001). Developing and Validating a Multidimensional

Consumer-Based Brand Equity Scale. Journal of Business Research, 52(1), 1-14.
This study introduces a comprehensive brand equity scale, which can be relevant
in assessing the impact of Kolash Corporation's branding strategies.

3. Jobber, D., & Ellis-Chadwick, F. (2012). Principles and Practice of Marketing.

McGraw-Hill Education.
Another foundational marketing textbook that can provide valuable insights into
marketing practices applicable to Kolash Corporation.

4. Sheth, J. N., & Sharma, A. (2005). Internationalization of a Born Global Brand:

The Case of Arrow. Journal of Advertising Research, 45(3), 297-307. This
case study analyzes the internationalization strategies of a global brand,
providing relevant lessons for Kolash Corporation's expansion plans.

5. Kumar, V., Jones, E., Venkatesan, R., & Leone, R. P. (2011). Is Market
Orientation a Source of Sustainable Competitive Advantage or Simply the Cost
of Competing? Journal of Marketing, 75(1), 16-30.
This research examines the relationship between market orientation and competitive
advantage, which can inform Kolash Corporation's marketing approach.

6. Smith, A. N., Fischer, E., & Yongjian, C. (2012). How Does Brand-related
Usergenerated Content Differ across YouTube, Facebook, and Twitter? Journal
of Interactive Marketing, 26(2), 102-113.
Analyzing user-generated content across social media platforms can offer insights into
Kolash Corporation's online reputation management.

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7. Webster, F. E. (1992). The Changing Role of Marketing in the Corporation.
Journal of Marketing, 56(4), 1-17.

This article discusses the evolving role of marketing in modern corporations,

highlighting the significance of marketing strategies for Kolash Corporation's
growth.

8. Keller, K. L. (1993). Conceptualizing, Measuring, and Managing

CustomerBased Brand Equity. Journal of Marketing, 57(1), 1-22.
Keller's conceptual framework on customer-based brand equity can be relevant in
understanding Kolash Corporation's brand management strategies.

9. Morgan, R. E., & Hunt, S. D. (1994). The Commitment-Trust Theory of

Relationship Marketing. Journal of Marketing, 58(3), 20-38.
This theory sheds light on building customer relationships, which is crucial for
Kolash Corporation's customer retention strategies.
10. Barney, J. B. (1991). Firm Resources and Sustained Competitive Advantage.
Journal of Management, 17(1), 99-120.

Barney's resource-based view of the firm can guide Kolash Corporation in leveraging
its strengths for competitive advantage.

11. Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a

Brand Name. Free Press.
Aaker's book delves into managing brand equity, which is vital for Kolash
Corporation's brand positioning and differentiation.

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12. Hooley, G. J., Greenley, G. E., Cadogan, J. W., & Fahy, J. (2005). The
Performance Impact of Marketing Resources. Journal of Business Research,
58(1), 18-27.
This study investigates the link between marketing resources and company
performance, relevant for Kolash Corporation's resource allocation decisions.

13. Haans, R. F., & Pieters, C. (2018). The role of regulatory fit in persuasive health
communication. Health Psychology Review, 12(3), 403-424.
Exploring the role of regulatory fit in health communication can inform Kolash
Corporation's healthcare marketing strategies.

14. Narver, J. C., & Slater, S. F. (1990). The Effect of a Market Orientation on
Business Profitability. Journal of Marketing, 54(4), 20-35.
This seminal paper discusses the impact of market orientation on business
profitability, applicable to Kolash Corporation's market-focused approach.

15. Moorman, C., & Rust, R. T. (1999). The Role of Marketing. Journal of
Marketing, 63(4), 180-197.
This paper emphasizes the strategic role of marketing in creating and capturing value
for businesses, including Kolash Corporation.

16. Han, J. K., Kim, N., & Srivastava, R. K. (1998). Market Orientation and
Organizational Performance: Is Innovation a Missing Link? Journal of
Marketing, 62(4), 30-45.
Analyzing the relationship between market orientation and innovation can provide
insights for Kolash Corporation's growth strategies.

17. Pappu, R., Quester, P. G., & Cooksey, R. W. (2005). Consumer-Based Brand
Equity: Improving the Measurement- Empirical Evidence. Journal of Product &
Brand Management, 14(3), 143-154.

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 This research presents empirical evidence to improve the measurement of
consumerbased brand equity, relevant for Kolash Corporation's brand assessment.

18. Johnson, M. W., Christensen, C. M., & Kagermann, H. (2008). Reinventing Your
Business Model. Harvard Business Review.
This article discusses business model innovation, which can be pertinent for Kolash
Corporation's sustainable growth strategies.

19. O'Cass, A., & Ngo, L. V. (2011). Winning through innovation and marketing:
Lessons from Australia and Vietnam. Industrial Marketing Management, 40(8),
13131322.

CHAPTER – 3 RESEARCH METHODOLOGY

 RESEARCH DESIGN

This is a descriptive research as it will clarify the doubts about online advertising. It
would give us a clear picture on the effectiveness and reliability of online advertising
compared to the traditional form of advertising.

 DATA COLLECTION

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 Secondary data: Online reports related to advertising

 Primary data: Questionnaire, Personal Interview, Interview with Marketing

Professional

 SAMPLE UNIVERSE

 Basis of sampling:

 Sample should be a user of internet or should have knowledge about internet

 50 numbers in all
 Primary data: Questionnaire, Personal Interview, Interview with Marketing
Professional

 SAMPLE UNIVERSE
 Basis of sampling:
 Sample should be a user of internet or should have knowledge about internet
 50 numbers in all

 SAMPLING TECHNIQUE

Judgmental Non Probability sampling can be used to select the individual units for
better productivity of the questionnaire. A well educated person may be able to
reason out the questions in the better way.

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 CHAPTER – 4

DATA ANALYSIS AND INTERPRETATION

Q.1 WHAT DO YOU THINK ABOUT DIGITAL MARKETING?

Attitude towards Advertisements

One can clearly make out that consumers perceive advertisements as a source of
information and awareness, be it general or towards TV commercials.

Table showing the attitude towards ads

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S.No. Attitude towards ads No. Of % of
Respondents respondents

1 Informative 70 35

2 Entertaining 50 25

3 Create Awareness 62 31

4 Irritating 06 03

5 Annoying 06 03

6 Waste of Time 06 03

Total 200 100

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INTERPRETATION

Not many people find advertisements to be irritating, annoying or waste of time.

This clearly shows a positive attitude toward them and hence is a good indication for
marketers; as from above survey only 35% think digital marketing as informative
purpose while only 3% feel as annoying and irritating.

Q.2 DO YOU WATCH THE TV/RADIO COMMERCIALS DURING

COMMERCIAL BREAK?

S NO. Attitude toward TV/Radio Ads No. Of % of

Respondents Respondents

1 Informative 60 30

2 Entertaining 48 24

3 Create Awareness 38 19

4 Irritating 22 11

5 Annoying 10 5

6 Waste of Time 22 11

Total 200 100

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 INTERPRETATION

From above chart and survey done around 30% watch for informative purpose other 11%
just watch to waste time.

Q.3 WHICH MODE OF ADVERTISING INFLUENCES YOU TO BUY ?

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S No. Mode of Advertising No. Of % of
Respondents Respondents
1 Friends and Relatives 80 40
2 TV Commercial 60 30
3 Magazine and Newspaper 40 20
4 Online Advertisement 20 10
Total 200 100

INTERPRETATION

As above seen consumer are more influence by friends and relative of 40% Where
online advertisement is only 6% as survey from different consumer is from friends
and relative.

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Q.4 WHICH MODE OF ADVERTISMENT WOULD YOU PREFERS?

Consumer preference of advertising

S NO. Mode of Advertisement No. Of % of

respondent respondent

1 TV commerce 68 34

2 Print ads 62 31

3 Banner 36 18

4 Online ads 34 17

Total 200 100

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INTERPRETATION

Again, one can easily make out that traditional form of advertising has an edge over
internet advertising in terms of consumer preference mode of advertising. Traditional
mode got over31% preferences than that of internet advertising which is a huge
margin. The reason for this is same as that of influencer, i.e. cultural attitude of
consumers towards advertising.
Consumers would prefer to check out ATL elements in case there is a need i.e. information

search and take their decision in terms of purchasing.

Q.5 WHICH MODE OF ADVERTISING YOU TRUST?

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Consumers Trust on advertising

S No. Mode of Advertising No. Of % of

Respondents Respondents

1 Recommendation from 72 36
Consumer

2 Radio 62 31

3 TV 34 17

4 Newspaper 32 16

Total 200 100

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INTERPRETATION

The above is the chart for trust level of advertisement medium from consumer’s point
of view. Again recommendation and traditional advertisement are a leap ahead of
online mobile and BTL form of advertising. One can say that Indian mentality
towards online form of advertising is still at the baseline and that of mobile is even
worse.

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Q.6 DO YOU CHANGE CHANNEL DURING COMMERCIAL BREAKS?

S No. See / Check No. Of % of

Respondents Respondents

1 It depends 42 21

2 Never 158 79

Total 200 100

INTERPRETATION

According to the survey, around of course there are people (21%) who change
channels during breaks but not always. In fact, according to the survey there was

42
 no one who change the channel each and every time. Effectively, 79% of viewers
will see the advertisement if the ad is attractive and appealing.
Hence there is a probability of .79 of a consumer viewing the particular
advertisement (for creating awareness and information) on television making it an
effective mode of communication. As it is, it is the second most trusted mode of
communication in the minds of people.

Q.7 DOES YOU SEE/CHECK ONLINE ADS/MAILS WHEN YOU SURF THE
INTERNET?

S NO. Change the Channel No. Of % of

Respondents Respondents

1 It depends 126 63

2 Often 52 26

3 Sometimes 22 11

Total 200 100

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 INTERPRETATION

Whereas in case of online advertising, around 63% of consumers ignore it

completely, they don’t even see them and that of 21% see them if they find it to be
attractive. Out of that 26%, 11% said that the intension was not to see those ads,
but they didn’t have any option but to see them as they were Interstitial Adverts,
Pop – up ads or Floating ads. These ads either block the view of the content, or
appear right in the middle of the page, or keeps on floating (moving) around which
is considered to be very irritating for the consumers.
Effectively, only 6% saw the online advertisement coz they were of their interest or
was attractive. Some said they liked few ads coz of their interactivity and
animation effects. This might give that flash ads are more appealing.
Trust levels of online advertisements are at the bottom of the list. Hence
considering the trust levels and the effective impression, one can conclude that it is
not an effective mode of communication.

Q.8 YOU USE INTERNET FOR?

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S No. Purpose No. Of Respondents % of
Respondents

1 Chatting and Social 60 30

Networking

2 Email 50 25

3 Information 36 18

4 Entertainment 28 14

5 E-commerce 2 1

6 Downloading 24 12

Total 200 100

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 INTERPRETATION

From above survey:

1. Around 18% use internet for chatting like facebook, whatsapp, etc.
2. 30% use email as part of their business
3. It is bad that 1% is doing e commerce
4. 14% consumer only do downloading from internet.

Q.9 YOU CANNOT LIVE WITHOUT?

S No. Object No. Of % of

Respondents Respondents

1 Books 0 0

2 Ipod / Music Player 40 20

3 Mobile 40 20

4 TV 20 10

5 Computer with Internet 100 50

Total 200 100

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 INTERPRETATION

From the above survey mostly youngster about 18/25 years of age has selected
computer with internet with50% It was strange that mo one selected books as
no one can live without online sites.

Q.10 DO YOU THINK THAT THE FACE OF ADVT IS TRANSFORMING IN

TERMS OF TECHNOLOGICAL AND
CULTURAL IMPACT?

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S No. Cultural Impact No. Of % of
Respondents Respondents

1 Yes 120 60

2 No 80 40

Total 200 100

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INTERPRETATION

From the above survey made on September Around 60 % has given positive reply
on cultural impact such As standard of living, income etc But around
40% has given negative an as they don’t feel any transformation as during survey
i asked people why they are selecting no some said it is not our Indian culture

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 CHAPTER – 5
FINDINGS, LIMITATIONS & SUGGESTIONS

FINDINGS
• This clearly shows a positive attitude toward them and hence is a good
indication for marketers; as from above survey only 35% think digital
 marketing as informative purpose while only 3% feel as annoying and
irritating.

• From above chart and survey done around 30% watch for informative
purpose other 11% just watch to waste time.

• As above seen consumer are more influence by friends and relative of

40% Where online advertisement is only 6% as survey from different
consumer is from friends and relative.

• Traditional mode got over31% preferences than that of internet

advertising which is a huge margin. The reason for this is same as that
of influencer, i.e. cultural attitude of consumers towards advertising.

• The above is the chart for trust level of advertisement medium from
consumer’s point of view. Again recommendation and traditional
advertisement are a leap ahead of online mobile and BTL form of
advertising. One can say that Indian mentality towards online form of
advertising is still at the baseline and that of mobile is even worse.

• According to the survey, around of course there are people (21%) who
change channels during breaks but not always. In fact, according to the
survey there was no one who change the channel each and every time.
Effectively, 79% of viewers will see the advertisement if the ad is
attractive and appealing.

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52
 Whereas in case of online advertising, around 63% of consumers
ignore it completely, i.e. they don’t even see them and that of 21% see
them if they find it to be attractive. Out of that 26%, 11% said that the
• intension was not to see those ads, but they didn’t have any option but
to see them as they were Interstitial Adverts, Pop – up ads or Floating
ads.
- Around 18% use internet for chatting like facebook, whatsapp, etc.
- 30% use email as part of their business
- It is bad that 1% is doing e commerce
• - 14% consumer only does downloading from internet.

From the above survey mostly youngster about 18/25 years of age has
selected computer with internet with50% It was strange that mo one
selected books as no one can live without online sites.
•

From the above survey made on September Around 60 % has given positive
reply on cultural impact such As standard of living, income etc
But around 40% has given negative an as they don’t feel any
• transformation as during survey I asked people why they are selecting
no some said it is not our Indian culture.

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 CONCLUSION

Practically it has been proved through the research that online advertising is
neither effective nor reliable as compared to the traditional medium which is
Television commercials and print media i.e. newspapers and magazines. Also,
consumers trust the traditional medium more than that of online and there is a
vast difference in their trust levels. Of course, it could be because of the Indian
culture which is different from the western countries that are more into
ecommerce and prefer to buy things online and they trust the internet more as
compared to the other forms. Therefore, Internet advertising is more successful
in those countries. All in vain in India, as we prefer to tangibles the things that
we buy. Being collective we go shopping along with family friends and
relatives.

The other side of the coin

In the world of digital advertising, click-through is viewed as the primary

measure of advertising effectiveness. This metric quantifies how marketing
communication can be directly linked to immediate consumer action. But, the
metric has certain shortcomings; primary reliance on click-through does not
recognize that in most cases consumers who are exposed to advertising over
the Internet may not currently have a need for the products or services being
advertised to them. Additionally, click-through does not quantify the
impactthat the exposure of the advertisement has on a consumer’s attitudes and
perceptions of the brand being advertised.
Realizing this aspect of consumer behavior, a common advertising strategy is
to build awareness of a product and form positive associations (Subliminal
effect) between that product and a consumer over time so that when the need

54
arises to purchase from a given category, a consumer is more likely to consider
that advertiser’s product.
In most cases, users view banner advertisements as a nuisance as they are
engaged inother activities while they are being exposed to the ads.
Additionally, we can assume the most people exposed to an ad do not have the
need for the products being advertised at that time. Therefore, these ads are
less likely to be noticed. In order to have an impact on brand metrics, we can
hypothesize that getting a message in front of someone as quickly as possible,
before they scroll away, is of extreme importance. In addition, the presence of
alogo, the size of a logo, and the size of the banner should all have an impact
on the banner’s ability to brand.
Applied appropriately, these characteristics may serve as positive
reinforcement and therefore have a positive impact on branding. Conversely,
when applied improperly, these ads may serve to punish viewers thus resulting
in little to no impact on brand metrics.
Also, the banner could lay a subliminal effect on the consumer which might
drive him to buy the product or create some association with it. Because it is
the subconscious mind that plays the game here. If one can take target this
subconscious mind then definitely it can create a positive impact on branding.

Finally I would like to end by saying that even though the internet has opened
up a new avenue for reaching the end consumer; it is still very much an open
field. This is true as there is no fixed way or strategy for marketing on the net.
It is still very much an arena where ingenuity and creative thinking very much
rule the roost. Thus marketing as usual has not changed, i.e. it is still the same
usual self……. unpredictable but very much required.

55
 LIMITATIONS

Though, best efforts have been made to make the study fair, transparent and
error free. But there might be some inevitable and inherent limitations.
Though outright measure are undertaken to make the report most accurate.
The limitations of the survey are narrated below:

 The project is valid for Bareilly city only.

 It was not possible to cover each and every respondent due to time
constrains.

 There may be some biased response from the respondents

 Unwillingness on the part of the customers to disclose the information as

per the questionnaire.

56
 Suggestions

It's important for Kolash Corporation to conduct regular market analysis,

stay up-to-date with industry trends, and remain adaptable to both
opportunities and threats in order to maintain a successful marketing
 strategy.

Leveraging digital platforms like social media, search engines, and email
marketing can help Kolash Corporation reach a wider audience and engage
with customers in a more personalized manner.

Introducing new product lines or expanding existing ones can attract new
customer segments and increase overall sales. Kolash Corporation could
consider expanding into related product categories.

If Kolash Corporation adopts sustainable and eco-friendly practices, it could
appeal to environmentally conscious consumers and capitalize on the
growing demand for green products.

Exploring international markets can open up new revenue streams. Conducting market
research to understand cultural preferences and adapting marketing strategies
accordingly will be essential.


Collaborating with complementary businesses or influencers can help
Kolash Corporation tap into new customer bases and gain credibility within
the industry.

45
 CHAPTER-06

BIBLIOGRAPHY

Websites:

http://kolashpackaging.com

http://kolashcorporation.com

Kolash Annual Report 2022-2023

Kolash Annual Report 2021-2022

46
 CHAPTER - 07

ANNEXURE

QUESTIONNIARE

Name: GENDER:
OCCUPATION:

1. What do you think about digital marketing?

 Informative  Entertaining

 Creates awareness

 Irritating

 Annoying

2. For what purpose you watch the TV/Radio commercials during commercial
break?

 Informative

 Entertaining

 Creates awareness

 It’s irritating Annoying

 Waste of time

47
 What mode of advertising influences you to buy/suggest any product?

Magazines and newspaper

Friends and relatives

TV Commercial

3. Online advertisement

 Social Media – Blogs, forums, Social Networking sites


Which mode of advertising would you prefer? (Rank in order of preference)

TV Commercial

Print ads : newspaper, magazine

OOH: Banners, posters
Online ads: banners and emails
4.


Which mode of Advertising would you trust? (Rank in order of preference)

Recommendations from consumers

Radio

Tv
Newspaper

5.




48

 I change the channel during commercial breaks…

Never
Depends on ads

Do you see/check online ads/mails when you surf the internet?

6. Sometimes

 Depends on ads Other


You use the internet for Chatting and Social

7. E-mail
Information

Entertainment E-

commerce downloading


You cannot live without… (Rank in order of preference)

8.
 Computer with internet
 Tv

Mobile

Ipood or music player

Book

9.

 49


10. You think that the face of advertising is transforming in terms of
technological andcultural impact?

 Yes
 No

50
51