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This document is a project report on a study of the effectiveness of sales promotion activities at Anil Ashok Leyland in the Mahakaushal region. It includes an executive summary, objectives, introduction to the automotive sector and company profile. The report also describes the research methodology used, analysis and findings from primary research conducted. It provides conclusions and suggestions to improve sales promotion strategies along with limitations and references. The project was submitted in partial fulfillment of an MBA degree at Rani Durgawati Vishwavidyalaya, Jabalpur.
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- 1. A PROJECT REPORT ON “A STUDY ON THE EFFECTIVENESS OF SALES PROMOTION ACTIVITIES AT ANIL ASHOK LEYLAND IN MAHAKAUSHAL REGION” In partial fulfillment for the award of the degree of Master of Business Administration Under the Guidance of Ms.T.Thajamanbi Submitted to RANI DURGAVATI VISHWAVIDYALAYA JABALPUR (M.P) Submitted By KUSHAL KHURANA M.B.A SEM III (2011 – 2013) GYAN GANGA INSTITUTE OF TECHNOLOGY & SCIENCES, JABALPUR (M.P)
- 2. DECLARATION I hereby declare that the project entitled “A study on the effectiveness of Sales Promotion Activities at Anil Ashok Leylend in Mahakaushal Region”., which is being submitted in partial fulfilment of the requirement for the award of the degree of M.B.A of Rani DurgawatiVishvavidyalaya, Jabalpur (M.P) is an authentic record and all the information furnished by me are true to my knowledge and information and facts furnished by me are based on my own findings and as per the information collected through primary research. The matter reported in this project is neither being used elsewhere nor has been submitted earlier for the award of degree of MASTER OF BUSINESS ADMINISTRATION. KUSHAL KHURANA
- 3. Gyan Ganga Institute of Technology and Sciences, Jabalpur (M.P) FORWARD To whom it may concern I hereby forward the project entitled A Project Report on “A study on the effectiveness of Sales Promotion Activities at Anil Ashok Leyland in ”Mahakaushal Region”, submitted by Mr. KUSHAL KHURANA M.B.A Department, Gyan Ganga Institute of Technology and Sciences, in partial fulfillment of the requirement for the award of the degree of Masters of Business Administration of Rani DurgawatiVishwavidyala, Jabalpur (M.P.). Director, MBA
- 4. ACKNOWLEDGEMENT I express my profound gratitude to my ‘Marketing Management’ mentor, for her keen interest and valuable suggestions for upgrading this report. Her comments and ideas enabled me to compile this project successfully. I pay my sincere thanks to her for flourishing me with ideas and opinions to compile the project. I would like to place on record my sincere appreciation towards my training guideMs.T.Thajamanbi for sparing their valuable time and briefing me about the various functions and philosophies of the organization. The knowledge imparted by them shall provide me a concrete base in the field of Marketing Management in the long run. Lastly, I would like to extend my humble thanks to my other faculty, family members and friends who adorned me with suitable opinions and guidance throughout the compilation of the project. KUSHAL KHURANA
- 5. TABLE OF CONTENTS Particulars Page no. EXECUTIVE SUMMARY 1 OBJECTIVES OF THE STUDY 2 SECTOR PROFILE 3 COMPANY PROFILE 5 INRODUCTION OF ANIL ASHOK LEYLAND 14 SALES PROMOTION ACTIVITIES AT ANIL ASHOK 17 LEYLAND INTRODUCTION ON SALES PROMOTION 19 RESEARCH METHODOLOGY 23 INTERPRETATION & ANALYSIS 28 FINDINGS 41 CONCLUSION 42 SUGGESTIONS 43 LIMITATIONS 44 REFERENCES & BIBLIOGRAPHY 45 ANNEXURE 46