A Project Report On MARKET PROCESS ORIENTATION UNDERTAKEN AT: SRS LTD SEC-12 FARIDABAD

SUBMITTED BY: SHASHIKANT KUMAR OF NORTHERN INDIA ENGINEERING COLLEGE, NEW DELHI

ACKNOWLEDGEMENT

At The Very Beginning I Want To Give My Heartiest Thanks To Management & Staff Of The SRS LTD for their Support, Co-operation Friendly Behavior and Guidance During My Training. I am very Grateful to Mr. Gaurav Sain (GM in marketing Department) Mr. Gaurav Sharma (AGM in marketing Deparment) Mr. Sushil Jain (AGM in sales &Promotion) Mr. Yogendra & Mr. Praveen(Sales & Promotion executive ) and mr. Rakesh sir and Anil Uniyal for their kindness , support and help and valuable thoughts during my internship that absolutely helped me a lot to knowing and understanding the marketing orientation..

CERTIFICAE

This is to certify that Mr. Shashi Kant Kumar of Northern India Engineering College ,New Delhi has successfully completed the project work titled Market Process Orientation at SRS LTD In fulfillment of requirement for the award of POST GRADATION DEGREE IN BUSINESS MANAGEMENT prescribed by the Northern India Engineering College. This project is the record of authentic work carried ot dring the academic year (2011-13)

DECLARATION

I Mr. Shashi Kant Kumar hereby declare that this project is the record of authentic work carried out by me during the academic year (2011-13) and has not been submitted to any other university or insttte towards he award of any degree.

( Shashi Kant Kumar) Signature of the student

Contents . Objective of the study . Research methodolodgy . Company profile .Designing brouchre for SRS Cinemas . Web site comparison . Segmentation for jewellry and cinemas . Giving advertisement in paper . Media Planning . Brand Survey of SRS Cinemas . Suggestion .SWOT analysis .Summary of learning experience and conclusion

Objective of the study

It was an introduction phase of my with the marketing strategies adoption by a companys employee. I really give my heartiest thanks to Mr. Gaurav Sain sir to acquaint me up with the market.

The main objective of internship was :

To develop and understand how to proceed your work and what things should be kept in the mind. As Marketing involves identifying customer needs and requirements, and meeting these needs in a better way than competitors. How to communicate with your customer and what major action should be taken to attract them. As a matter of fact show them their benefits to make them loyal to your offerings. Developing a emotional feeling with respect to the company and doing the things keeping in concern as it is your business and you have to take it to the top.

To make a comparative study of the major players in Indian service provider. To understand the various marketing stratigies which SRS has adopted to survive in highly competitive environment.

RESEARCH METHODOLOGY The methodology adopted for this research is exploratary in nature. Since there is no hypothesis that has to be tested. The conclusion have been drawn by Eploratory research work

There have been two sources of information collected:

(a) Primary sources I had met the respondent of SRS cinemas and had been able to get first hand information regarding the experience at the SRS cinema and their perception meeting with nthe expectation.

(b) Secondary sources

Secondary sources has played a vital role in prepearing this project report. A good amount of data has been collected from SRS journal and few magazines . another vital souce of collecting the data has been the internet and particularly the company own website.

Company Profile
Introduction to the group The SRS group initiated in the year 2000 is a passionate and diversified business group, with its presence in various sectors ranging from real estate to retail, from film exhibition to jewellery, food & beverages to financing & service industry. Thus, providing the consumer with a holistic SRS experience. The core focus is indeed serving our consumers in an honest and delightful manner & to continuously grow by providing the society innovative& superior products and services while behaving as a responsible corporate citizen. SRS CINEMAS

Core components
Films exhibition SRS CINEMAS is the operational brand name , under which the group runs its premium multiplexes chain spread across cities Faridabad, gurgaon,Patiala, Gorakhpur,Bijnor, Ludhiana, Ghaziabad, with upcoming screens in Bhiwadi, Ludhiana and Amritsar.SRS Cinemas aims at giving the patrons a 360 degree movie experience

Hotels - the newest entrant to the SRS parivar, with SRS LAKSHYA in the majestic city of Haridwar. Retail SRS VALUE BAZAAR & SRS FASHION WEAR are the two brands under this category. The former reaching the everyday consumer via a wide range of groceries, food items , fmcg, personal care, etc. while the latter fulfils the emotional need of the consumer by offering a host of brands to choose from.

 Food n Beverages SRSG 7DAYS & PUNJABI HAANDI are the two brands under the category. It also includes packaged snack food & banqueting services. Cities like Faridabad, Ghaziabad, and Ludhiana are catered with a fine dining experience. They are strategically located to ensure maximum footfalls. Real Estate it includes the construction of farmhouses, residential apartments, corporate towers , group housing , etc Jewellery the group deals in gold and diamond jewellery, with 2 wholesale outlets in chandni chowk and Karol bagh & 3 retail outlets in Delhi, Faridabad and Palwal.

Designing Brochure for SRS cinemas

The internship started with Designing the new brochure for SRS ltd . That helped me a lot to know about the company very well and developed a planning and designing skill. Planning in terms of what contents to include and what to exclude & Make your thinking visible towards your long term goals. I really got to know how to proceed your work that would in return be beneficial to your company, with the designing part there the motive was to give my introduction with .

After accomplishing the designing of brochure for SRS ltd my work moved on ahead with the web site comparison of the SRS cinemas. Because its a Dynamic area where you need to be upgraded with the external environment in terms of online marketing. You need to develop your web site. That contains all the sufficient information that your customer need and make their life hustle free and give them an ease in reaching us. Whether in order to collect information or to book ticket online. And I was told to find the missing part on the SRS web site. What I found that was missing there were as follows .

color too bright for the eyes movies posters relatively appear dimmer

Web site earning

Budget can be enhanced by advertising others brands royalty/fees can be charged from them

PRE BOOKING

In the booking section, no provision for pre booking some people like to go safe by booking tickets in advance, thus this provision should be added

These were the few drawbacks what i found at website. Although it has all the information that should be there but not at its level.

Segmentation for jewelry and cinemas:

After being taught at the college about the segmentation it was for me now the time to put your theoretical knowledge in practical work. For a company t is very necessary o know their prospective, so that they can know how to proceed while designing and planning for the offerings in the market. And with that could make such a strategy that help in attaining and retaining them. And with my knowledge and thinking I found these different segments for cinemas:
Segmentation For Cinema 1. 1 Age: comprise of (a) 5-13 school goers (b) 15-22 teenagers/college goers 2. (a) Income (b) Premium and Churners 3. Behavioral :: (a) Experimental and Potential (contains keep on trying new places and the other is loyal to some extent (b) Kitty party aunties (typical house wives outing and entertainment with shopping)

(c) Hollywood lovers (new class likes inclined towards overseas movies) (d) youngster with deep pocket. (with great spending power ,for fun) (e) Couple including married and non married (f) Movie buffs ( frequent travelers) (g) New Indian family (h) regional movies lovers Executive class and business class Senior citizen we could offer them few on afternoon shows

Segments for Jewellry

Office women Couple (married and non married) on special occasion like akshaya tritiya valentine for that duration Wedding Gender : ( Male and Female) Income ( Ranging Between 4000-50000) (More than 1 lac) Age : babies jewels , young lady , 35 and more

Brand loyalty : hard core loyal, split loyal, shifting

Giving advertisement in Paper :

It is very important for a company to be in the mind of the prospective customer . The journey began with finding the publication with great distribution in delhi ncr for that I contacted o provide me the material about the paper.
Newspapers Circulation Readership 1056075 965198 457900 160415 356000 315652 313787 141394 4224300 3860792 1373700 641660 1068000 631304 470680 212091

Times of India Hindustan Times Navbharat Times Economic Times Danik Jagarn Hindustan Hindi Punjab Kesari Amar Ujala

And then we made a list of date regarding sending the add in paper wherein we were not confirm about the days then we were told if you have to be in mind and want their response towards your add it should be on such day they give time to paper may perform action thus the day decided to be on Friday or Saturday

Media Planning :
This refers to all the activity perform to use application to promote your business It can be of two types Indoor media planning Outdoor media planning Planning requires in term of material we use for selecting the right media whether for indoor or outdoor so as to reduce the expanse The material or application that comes under Indoor Vynyl :

Can be categorize as : Eco solvent vinyl

Frosted vinyl:

One way vsion: Clear vinyl:

And the other application were : Clip on boxes

Sheets

Drag down

Danglers

Under outdoor media planning we uses: Flexes are also of two types Front lite flex

Back lit flex

And other medium for outdoor media planning are: Gantries

Pole kiosk

Flexes:

Canter Promotion:

Revolvings

Brand survey of SRS cinemas

It was all new experience for me. where I was with certain questionnaire asked to meet the prospects and know there valuable thoughts about us and find how they recognize us and how far we have met with their expectation. It was an adventure like with responsibility because I had to go in the field and had to interact with the patrons of SRS cinemas and let them fill the form in which the question to be answered although there was a gift item for them after filling each form that was to be given once they are finish with the form drin ths activity I got to face many people and neede to convience them for their participation was really exciting for me.

The question included in the questionnaire were as follows:

1. How are you keeping yourself updated w.r.t the current show timings and schedules of SRS Cinemas? Newspapers/Magazines SRS Cinemas website Box Office Friends & Relatives Other sources 2. Why did you choose SRS Cinemas over other cinemas? Proximity Pricing Viewing experience Service rendering 3. Rate SRS Cinemas experience vis-a-vis other cinemas. Not up to the mark Could not differentiate Splendid!! 4. How do you find our ticket pricing? (Rate us on a scale of 1-5, with 1-very bad, 5 excellent) 1 2 3 4 5 5. Rate us on a scale of 1-5 (1-very bad, 5 excellent), how far we have succeeded in meeting your expectations. 1 2 3 4 5 6. Which of the following brands do you recognise? SRS Jewells SRS Value Bazaar SRS Cinemas SRS 7 Dayz 7. Rate the following as per your experience. Poor Average Good Excellent Ease in booking Box Office On line Parking Security Ambience Seating & Comfort Inside the Audi Waiting area Sound & Picture quality Food & Beverages

Food quality Pricing Service at the food counter Cleanliness & Hygiene Washrooms Food counters Inside the Audi Lobby Quality of the staff service Courteousness Staff supportiveness 8 . Are you aware of the SRS Cinemas Facebook Page? If yes, which update was your favourite? ___________________________________________ 9 . If compared with other multiplexes websites, what do you miss at SRS Cinemas website? ____________________________________________________ ____________________________________________ 10 . If given a chance to change one thing at SRS Cinemas, what would it be? ____________________________________ 11 . What do you miss at SRS Cinemas? ___________________________________________ 12 . Do we expect you at SRS Cinemas for Cocktail? Yes No Any further suggestions ____________________________________________________ ____________________________________________________ ________________

What I concluded from the survey that the number of customer visiting us their sex and age and their preferences which I had to show in bits and pieces as this. Sample Characteristics:

MALE-FEMALE RATIO
FEMALE 21%

MALE 79%

Nearly 4/5th of the total sample size constituted the male segment Prime reason- non cooperative behaviour of the ladies/girls Also, the movies during the survey were family movies Bol Bachchan, Spiderman, where the father represented the family.

AGE COMPOSITION
60 50 40 30 20 10 0 49.2

37

13.8

<25

25<=X<=35

>35

Almost half of the sample is below 25 years of age, with a major chunk in the age group of 1825 ( 84% of the total <25). >35 comprises just 13.8 % Thus, from the business view point, it is best to focus on the young population and their specific needs, as <35 is a whooping 86 %. The most common suggestion from this group was to get a variety of food stuff & loyalty points.

BRAND PERCEPTION: HOW ARE THE PATRONS KEEPING THEMSELVES UPDATED ???

Keeping Updated

15% 30% Newspapers/Magazines SRS Cinemas website 21% Box Office Friends/Relatives Other Sources

12%

22%

The biggest medium is the NEWSPAPERS/MAGAZINES. It makes it important to highlight your brand in newspapers like HT City , Delhi Times, which is being the no. 1 source of information for the majority of the people. It is followed by the cinemas website and friends & relatives.

The friends & relatives part is something which we cant control but surely we can enrich our website experience. Many people complained about the on line booking system and web delays. As we are in the high tech age, regular enhancement of the website is imperative. Other sources primarily constitutes Book my Show.

WHY SRS CINEMAS OVER OTHER CINEMAS

Why SRS ???

ServiceRendering, 9.2 Proximity, 33.8 Viewing Experience, 36.6

Pricing, 20.4

Viewing Experience is the prime reason why people choose SRS Cinemas over other cinemas Viewing Experience includes the overall experience, from the seating comfort, the sound & picture quality to the cleanliness in and outside the Audi. To retain the customers, this experience should be maintained and should go ahead in all the sectors.

It is closely followed by the proximity criteria, which makes convenience still a major decision factor

 It makes setting up cinemas in the right places to attract maximum crowd. Service rendering is disappointing, with some complaints against the staff.

SRS Cinemas over other cinemas

52.12

35.56

12.32

Not up to the mark

Could not differentiate

Splendid

Half of the population finds SRS Cinemas at par with other multiplexes % of people not liking it are relatively less with prime reasons being crowd, food, cooling system

TICKET PRICING
35 30 25 20 15 10 5 0 1 2 3 9.82 5.81 17.03 34.87 32.46

The price sensitive Indian consumer, finds the ticket pricing AVERAGE and wants more value for his/her money P.S many who gave 1 or 2 , wanted a hike in ticket prices so as to filter the crowd and get better services.

Meeting the expectations

40 35 30 25 20 15 9.36 10 4.38 5 0 1 2 3

36.85 34.66

14.74

Most of the patrons are above the average mark, but still the focus should be converting the 3s into the 4s & 5s

BRAND RECOGNITION
SRS 7 Dayz 15.2

SRS Cinemas

91

SRS Value Bazaar

21.8

SRS Jewels 0

8.4 10 20 30 40 50 60 70 80 90 100

Majority of the SRS Cine goers are aware of the brand they are using. SRS Jewells being the least popular. Value bazaar & 7 days also lag behind, with just 21.8 % and 15.2% respectively.

CUSTOMER FEEDBACK AS PER THEIR EXPEREINCE

Ease in Booking
53.17 47.68

26.18

27.15

15.95 10.38 4.7

14.79

POOR

AVERAGE Box Office

GOOD Online

EXCELLENT

Patrons find the booking system satisfactory, with box office scoring over the online system Chaos , long queues, absence of the staff box office problems Confusion on the website, lack of information online problems.

Parking
47.94

27.78 16.67 7.61

POOR

AVERAGE

GOOD

EXCELLENT

Security
50.21

28.72 15.7 5.37

POOR

AVERAGE

GOOD

EXCELLENT

Ambience
54.58

23.96 19.38

2.08 POOR AVERAGE GOOD EXCELLENT

PARKING- problem in Aditya Mall, rest are satisfactory AMBIENCE- can be more colorful/ attractive SECURITY needs to be more vigilant and polite

Seating & Comfort

56.21 57.32

26.27 24.74 16.29 16.29 1.22 1.65 AVERAGE Inside the audi GOOD Waiting Area EXCELLENT

POOR

Sound & Picture

60.04

22.57 16.15

1.24 POOR AVERAGE GOOD EXCELLENT

Patrons desire more number of seats inside the Audi as well as in the waiting area They complained about no smoking zone, lounge , priority class

They seemed indifferent in the sound & picture department

Food & Beverages

52.55 50.51 54.18

25.46

29.74

26.27 19.35 16.7 17.31

2.65

3.05 POOR

2.24 AVERAGE Food Quality Pricing GOOD Service at Food Counter EXCELLENT

Cleanliness & Hygiene

55.69 49.18 54.99 55.21

23.67 3.88 1.63 2.04

20.37 20.25 21.95

23.27 21.3423.01 22.49

1.02

POOR

AVERAGE Washrooms Food Counters

GOOD Inside the audi Lobby

EXCELLENT

Two of the main problem areas were FOOD & CLEANLINESS People complained about not having enough variety of food stuff on the menu chart

Quality was sub standard, prices should be accordingly More combos should be introduced, better packaging

Washrooms were dirty and not up to the mark (excluding Faridabad)

 Women washrooms particularly were unhygienic Inside the Audi - carpets were dirty and bad odor/ stink was reported

Quality of the Staff Service

55.89 52.75

23.01 20.33

22.2 22.36

2.04

1.42 AVERAGE Courteoussness GOOD Staff Supportiveness EXCELLENT

POOR

Staff performance was satisfactory People didnt find them too supportive and courteous Absence of the staff at the online booking counter, box office or at the food counters was a major issue.

FACE BOOK PAGE AWARENESS

FACEBOOK AWARENESS

AWARE 13%

NOT AWARE 87%

Some of the most remembered updates SPIDERMAN QUIZ, TWILIGHT, BIRTHDAY UPDATES

Suggestions :

Better online & tele booking system Air conditioning/cooling problems

 Washrooms cleanliness Varied food menu Have more munch zones , like KFC, Mc d Crowd filtering Loyalty points for frequent visitors Create more waiting space with bifurcations kids zone, smoking zone, lounges Include more 3D Shows

Strength
. Current leader in quality service at Faridabad sec 12 . Highly skilled workforce . Has raised equity shares .Ability to constantly innovate

Weakness .Budgetry support

. Awareness to the nearest customer . Operating in delhi ncr

Opportunities
.To sustain passion and commitment . Attain higher value services . Reach in delhi

.SRS market share increasing at other service provider expanse . thus opportunity is to wipe it out
Threats
. Low investment plan . highly competitive area

Summary of learning experience and conclusion:

Coming to the learning experience it was a great time to be with a multi verticals organization. The working environment and the support I got from the superiors and staffs from the organization were appreciable. Before joining the organization I was very suspicious about the risk of putting my self in a professional life but very much relevant about the industry also. For that matter my communication skills improved so that my personnel. One thing I realized was everyday in your life bring new things to learn and experience you do no have to wait for things to be done only yo have to psh the thngs that could be done. I also go to know the necessary things that you should have in yourself are . Interaction skills . Diplomacy . Supporting behavior and jolly mood

Conclusion :
What I concluded from the study or dring the internship days is that theory and practical work is something different. You face different problem on different days but you can put your theoratical knowledge into practical work for effective results.