PREFACE

I was lucky to get an opportunity to work in TAEHWA ENTERPRISES INDIA

PVT. LTD. Noida.

Product Marketing Strategy Plays important role in

TAEHWA ENTERPRISES INDIA PVT. LTD., Product Marketing Strategy

helps in achieves its goals.

The first section deals with Product Marketing Strategy in this section, I have
given a brief conceptual explanation to Advertisement. It contains the definition,
importance & benefits of Product Marketing Strategy.
The second section of my report deals with a Introduction about TAEHWA
ENTERPRISES INDIA PVT. LTD.

About its activities and operations,

Products & Services , etc. this section attempts to give detailed information
about the company and the nature of its functioning.
Product Marketing Strategy is a process that can allow an organization to
concentrate its limited resources on the greatest opportunities to increase sales
and achieve a sustainable competitive advantage. A Product Marketing Strategy
should be centered around the key concept that customer satisfaction is the main
goal.
Organizations have now started realizing that the Product Marketing Strategy is
the only way to increase organizational efficiency in terms productivity, quality,
profits and better customer orientation.

TABLE OF CONTENT
S.NO

CONTENTS

PAGE NO.

01

INTRODUCTION

03

02

COMPANY PROFILE

26

03

OBJECTIVE OF THE STUDY

38

04

RESEARCH METHODOLOGY

40

05

DATA ANALYSIS & INTERPRETATION

45

06

FINDINGS

55

07

SUGGESTION

57

08

CONCLUSION

59

09

BIBLIOGRAPHY

61

10

ANNEXURE

63

CHAPTER NO-01

INTRODUCTION

Product marketing
Product marketing deals with the first of the "7P"'s of marketing, which
are Product, Pricing, Place, and Promotion, Packaging, Positioning & People.
3

Product marketing, as opposed to product management, deals with more

outbound marketing tasks. For example, product management deals with the
nuts and bolts of product development within a firm, whereas product marketing
deals with marketing the product to prospects, customers, and others. Product
marketing, as a job function within a firm, also differs from other marketing
jobs

such

as marketing

communications ("marcom"), online

marketing, advertising, Product Marketing Strategy, public relations, etc.

A Product market is something that is referred to when pitching a new product
to the general public. The people you are trying to make your product appeal to
is your consumer market. For example: If you were pitching a new video game
console game to the public, your consumer market would probably be the adult
male Video Game market (depending on the type of game). Thus you would
carry out market research to find out how best to release the game. Likewise, a
massage chair would probably not appeal to younger children, so you would
market your product to an older generation.

Role of product marketing

Product marketing in a business addresses five important strategic questions:[1]

What products will be offered (i.e., the breadth and depth of the product
line)?

Who will be the target customers (i.e., the boundaries of the market
segments to be served)?

How will the products reach those (i.e., the distribution channel and are
there viable possibilities that create a solid business model)?

At what price should the products be offered?

How will customers be introduced to the products (i.e., advertising)?

Product marketing vs. product management

Product marketing frequently differs from product management in hightech companies. Whereas the product manager is required to take a product's
requirements from the sales and marketing personnel and create a product
requirements document (PRD), which will be used by the engineering team to
build the product, the product marketing manager can be engaged in the task of
creating a Marketing Requirements Document (MRD), which is used as source
for the product management to develop the PRD.
In other companies the product manager creates both the MRDs and the PRDs,
while the product marketing manager does outbound tasks like giving product
demonstrations in trade shows, creating marketing collateral like hotsheets, beat-sheets, cheat sheets, data sheets, andwhite papers. This requires the
product marketing manager to be skilled not only in competitor analysis, market
research, and technical writing, but also in more business oriented activities like
conducting ROI and NPV analyses on technology investments, strategizing how
the decision criteria of the prospects or customers can be changed so that they
buy the company's product vis-a-vis the competitor's product, etc.
One issue that faces Product Marketers is that they are chartered with
developing much of the content for the various constituents (sales, marcom,
customers, blogs, etc.). Creating content tends to be given more value than the
actual research and thinking that is behind all the content.
In smaller high-tech firms or start-ups, product marketing and product
management functions can be blurred, and both tasks may be borne by one
individual. However, as the company grows someone needs to focus on creating
good requirements documents for the engineering team, whereas someone else
needs to focus on how to analyze the market, influence the "analysts", and
understand longer term market direction. When such clear demarcation becomes
visible, the former falls under the domain of product management, and the
5

latter, under product marketing. In Silicon Valley, in particular, product

marketing

professionals

have

considerable domain experience

in

particular market ortechnology or both. Some Silicon Valley firms have titles
such as Product Marketing Engineer, who tend to be promoted to managers in
due course.
The trend that is emerging in Silicon Valley is for companies to hire a team of a
product marketing manager with a technical marketing manager. The Technical
marketing role is becoming more valuable as companies become more
competitive and seek to reduce costs and time to market. Another trend is to
have one Product Marketing Manager per group of Product Managers. This is
the model that leads to the issue of PMMs being pressured to write content
instead of connecting with the market.
ProductCamp: Product knowledge will take a back seat to the ability to connect
with customers and understand their business issues. The ability to empower
sales with training and tools to sell value rather than delivering the presentation
themselves will become a key success metric. Product marketing isn't just about
understanding speeds, feeds, bandwidth, capacity and features. It's about
aligning your organization and having the right CRM Support to deliver value
to your target customer.
Type of Product Marketing

Value (marketing)

shopper marketing

Product management

The value of a product is the mental estimation a consumer makes of it.

Formally it may be conceptualized as the relationship between the consumer's
perceived benefits in relation to the perceived costs of receiving these benefits.
It is often expressed as the equation :
6

Value = Benefits / Cost

Value is thus subjective (i.e., a function of consumers' estimation) and relational
(i.e., both benefits and cost must be positive values).
There are parallels between cultural expectations and consumer expectations.
Thus pizza in Japanmight be topped with tuna rather than pepperoni, as pizza
might be in the US; the value in themarketplace varies from place to place as
well as from market to market.
For a firm to deliver value to its customers, they must consider what is known
as the "total market offering." This includes the reputation of the organization,
staff representation, product benefits, and technological characteristics as
compared to competitors' market offerings and prices. Value can thus be defined
as the relationship of a firm's market offerings to those of its competitors.
Value in marketing can be defined byboth qualitative and quantitative measures.
On the qualitative side, value is the perceived gain composed of individual's
emotional, mental and physical condition plus various social, economic, cultural
and environmental factors. On the quantitative side, value is the actual gain
measured in terms of financial numbers, percentages, and dollars.
For an individual to deliver value, one has to grow his or her knowledge and
skill sets to showcase benefits delivered in a transaction (e.g., getting paid for a
job).
For an organization to deliver value, it has to improve its value : cost ratio.
When an organization delivers high value at high price, the perceived value may
be low. When it delivers high value at low price, the perceived value may be
high. The key to deliver high perceived value is attaching value to each of the
individuals or organizationsmaking them believe that what you are offering is
beyond expectationhelping them to solve a problem, offering a solution,
giving results, and making them happy.

Value changes based on time, place and people in relation to changing

environmental factors. It is a creative energy exchange between people and
organizations in our marketplace.
Shopper marketing
Shopper marketing is "understanding how one's target consumers behave as
shoppers, in different channels and formats, and leveraging this intelligence to
the benefit of all stakeholders, defined as brands, consumers, retailers and
shoppers."
According to Chris Hoyt "Shopper marketing [is] brand marketing in retail
environment." Since it includes category management, displays, sales,
packaging, promotion, research and marketing "Shopper marketing is
the elephant in the room that nobody sees the same way." ([Shopper Marketing
book], Kogan Page 2009)
Shopper marketing is not limited to in-store marketing activities, a common and
highly inaccurate assumption that impairs the spread of any industry definition.
Shopper marketing must be part of an overall integrated marketing approach
that considers the opportunities to drive consumption and identifies the shopper
that would need to purchase a brand to enable that consumption. These shoppers
need to be understood in terms of how well they interpret the needs of the
consumer, what their own needs as a shopper are, where they are likely to shop,
in which stores they can be influenced in, and what in-store activity influences
them.
Unilever defines a shopper insight, an insight upon which shopper marketing is
based - as a "focus on the process that takes place between that first thought the
consumer has about purchasing an item, all the way through the selection of that
item. Shopper marketing challenges the assumption that the shopper and the
consumer are the same. Despite the fact that this is not always true (consider the
8

consumer and shopper of pet food for a moment) it is clear that the industry still
gets confused.
Shopper marketing is important for many reasons, but it is clearly of importance
to manufacturers if for no other reason that they spend vast amounts of money
on it, and that these amounts are increasing. Many organizations spend over 8%
of total sales on in-store marketing; when total trade spend is added up it can
often top 40% of total revenue.[citation needed]
In shopper marketing, manufacturers target portions of their marketing
investment at specific retailers or retail environments. Such targeting is
dependent on congruency of objectives, targets and strategies between the
manufacturer and a given retailer or a given type of retail environment.
A significant factor in the rise of shopper marketing is the availability of high
quality data from which insights may be gleaned to help shape strategic plans.
According to recent industry studies, manufacturer investment in shopper
marketing is growing more than 21% annually.[3]
For instance, Procter & Gamble, according to the companys financial
statements, invests at least 500 million dollars in shopper marketing each year.
[4]

Procter & Gamble's Wal-Mart Customer

Team as well as ThompsonMurray (now Saatchi & Saatchi X), are considered
by many as the original pioneers in true Shopper Marketing in the US. Shopper
marketing is also practiced by the leading European companies such as Unilever
and Beiersdorf and the discipline is developed further by the likes of
Phenomena Group, Europe's first shopper marketing agency.[
The following statistics have caused the reapportionment of marketing
investment from consumer marketing to shopper marketing (it must be noted
that what follows is ultimately very misleading; each brand performs differently
based on shopper need states, shopper trip types, retailer formats, brand
importance, brand relevance and a host of other factors:
9

70% of brand selections are made at stores[

68% of buying decisions are unplanned

5% are loyal to the brand of one product group

Practitioners believe that effective shopper marketing is increasingly

important to achieve success in the marketplace

Examples of Shopper segmenting

TESCO
Finer Foods
Healthy
Convenience
Price Sensitive
Mainstream
Traditional
Social Shoppers
WAL-MART
Brand Aspirationals
Price Value Shoppers
Trendy Quality Seekers
Price Sensitive Affluents
One Stop Shoppers
Conscientious Objectors
SAFEWAY
Value-Seeking
Variety-Seeking
Brand-Seeking
10

Simplicity-Seeking
Discovery-Seeking
Quality-Seeking

Product marketing
Successful companies dont market products, they market offerings.
An offering encompasses the benefits or satisfaction provided to your target
markets, tangible and intangible. To successfully market your product, you must
understand its benefits from the buyers perspective. This approach allows you
to think beyond the tangible product entity and consider what the consumer is
actually buying and their reasoning behind that purchase.
Your offering includes a tangible product or service, plus any related
services, such as installation, warranties, guarantees, and packaging. It also
includes intangible benefits, from peace of mind, to validating an identity, to
showing off to the neighbors.
Focusing on the offering, rather than on the actual product or service itself, can
be valuable for analyzing consumers alternatives, to better identify unmet needs
and wants of your target markets, and to enhance development of new products
or services.
In a larger sense, an organizations offerings are a part of who they are as a
business. Your marketing plan should address what types of customers you seek,
what the buyers need, and how your offerings meet their needs. It should also
describe how your offering is communicated and what value it holds for the
consumer.

Offering Mix
Most organizations sell more than one product. A multi-product approach often
adds value, leverages economies of scale and expertise, and increases revenue
generation potential. Banks offer dozens of services. Most retail stores offer
11

hundreds of products to meet the breadth of needs of their customers. General

Electric has over 200,000 products. The combined offerings of an organization
is known as their offering mix.
This offering mix can be classified according to the width, length, depth, and
consistency of the products. These four dimensions are the tools for developing
the companys Product Marketing Strategy and deciding which product line to
grow, maintain, harvest, or divest. Strong products should be grown or
maintained. Weak or unprofitable lines should be sold or discontinued.
Four basic factors are critical in the decision to manage individual product lines.

Consumer demand

Cost to produce

Gross margin

Total sales volume

When change occurs in any of these areas, you should analyze the product line
and decide how many resources should be invested.
The Product Manager
The product manager often stands between the product development team and
the marketing team, bringing the concepts together throughout the
implementation process. Some organizations have the resources and the need to
have a position dedicated to manage the one or more product lines. The role of
the product manager is to develop product plans, implement them, monitor the
results, and take corrective action when necessary.
The product managers goal is to intimately know the target markets the product
or products serve and understand how these markets perceive the product. There
are critical customer questions the product manger must answer:

What needs are our customers satisfying when they buy our product?

Why do they buy it?

What do they consider to be viable product alternatives or substitutes?

How do our products compare to those other potential choices?

Tasks to Achieve the Goal
12

The product managers tasks most often can be described by these activities:
1.

Develop an enduring competitive strategy.

2.

Prepare and maintain a product marketing plan with a sales forecast.

3.

Work with advertising and merchandising agencies to develop copy,

programs and campaigns.

4.

Stimulate an understanding of the product and support among the sales

force and distributors.

5.

Gather product performance data from customers, resellers, dealers and

others in the sales channel regarding attitudes, new problems, and opportunities.

6.

Initiate product improvement to meet changing market needs.

The focus and specialization a product manager offers an organization can
prove to be a valuable resource in making certain that the return on investment
for each product is optimized.
Product management
Product management is an organizational lifecycle function within a company
dealing with the planning or forecasting or marketing of a product or products at
all stages of the product lifecycle.
Product development (inbound-focused) and product marketing (outboundfocused) are different yet complementary efforts with the objective of
maximizing sales revenues, market share, and profit margins. The role of
product management spans many activities from strategic to tactical and varies
based on the organizational structure of the company. Product management can
be a function separate on its own and a member of marketing or engineering.
While involved with the entire product lifecycle, product management's main
focus is on driving new product development. According to the Product
Development

and

Management

Association

(PDMA),

superior

and

differentiated new products ones that deliver unique benefits and superior

13

value to the customer is the number one driver of success and product
profitability.
Aspects of product Depending on the company size and history, product
management has a variety of functions and roles. Sometimes there is a product
manager, and sometimes the role of product manager is shared by other roles.
Frequently there is Profit and Loss (P&L) responsibility as a key metric for
evaluating product manager performance. In some companies, the product
management function is the hub of many other activities around the product. In
others, it is one of many things that need to happen to bring a product to market
and actively monitor and manage it in-market.
Product management often serves an inter-disciplinary role, bridging gaps
within the company between teams of different expertise, most notably between
engineering-oriented teams and commercial-oriented teams. For example
product managers often translate business objectives set for a product by
Marketing or Sales into engineering requirements. Conversely they may work to
explain the capabilities and limitations of the finished product back to
Marketing and Sales. Product Managers may also have one or more direct
reports who manage operational tasks and/or a Change Manager who can
oversee new initiatives.

Product Product Marketing Strategy

If you have a product that you are trying to market, your best bet will be to take
it to the internet. Advertising online opens up and unlimited market, and if you
do things right you can earn a fortune just by marketing a single product.
There are many strategies that you can use to marketing your products online,
but the most effective and powerful is utilizing the awesome power of the
search

engines

like

Google

and

Yahoo.

14

So how do you tap into the powerful search engines to marketing your product?
Well it all starts with building a website. A website will be your tool for
promoting your product, generating traffic, pre-selling your offerings, building
opt-in mailing lists, and even developing additional sources of revenue.
The key to this product Product Marketing Strategy is choosing the target
audience that you will be promoting to, the people who will be most interested
in your product. Once you have chosen your niche, it is time to start building a
website that will attract a ton of visitors that are in your target marketing.
Building a website can be pretty simple, especially if you use an easy website
builder like the Site Build It System. This is the only site builder that I use, and
it does an awesome job.
But a website is only as good as its ability to generate traffic. The real key to
generating massive amounts of search engine traffic is providing a lot of content
(information) that people in your target audience will be searching for at the
engines.
Content is what causes search engine traffic, and traffic is the thing that we are
after. Therefore your main goal when building your website is to add as much
useful,

original,

unduplicated

content

as

possible.

Using keywords in your content will help the engines list your site in the most
relevant places, therefore sending the most targeted traffic to your site as
possible.
Once you have an information rich website that draws in your target audience,
you can promote your product throughout your various webpages, wherever it is
fitting. And the best part is that all of your advertising will already be taken care
of. And having a high traffic niche site will not only allow you to effectively
market your products online and generate leads and sales, but it will also open
15

you up to additional income sources. You can place Google AdSenseads like the
ones you see on this page, and as people visit your site and click your ads, you
will be making money. Some marketers use AdSense revenues for additional
advertising for their products or to grow their mailing lists.

And this will not take away from the revenue that you generate from your
primary offering. Many people never intend to by online, and yet they still
search around and click on ads. Adding Google ads to your webpages will help
you monetize as much of your traffic as possible, and it will add a strong
income source to your primary one, or simply create more money to invest int
paid

advertising.

Product marketing Plan

When developing a product marketing plan write an outline of your strategy,
research the information you need to use, fill in any critical gaps in your outline,
then create a report that includes statistical information captured in graphs,
charts and tables.
This report can now serve multiple purposes. It can be used as a manual for
your marketing plan, a way to present your plan to financiers and partners, and
the basis for a marketing, advertising and sales campaign.
Here are 3 essential elements you need to structure a useful outline:
1. Create a mission statement.
This should include your business, manufacturing, product development and
marketing objectives.
2. Understand your target market.

16

Ask questions like:

What is the size of the customer base?

What are they buying right now?

Why are they making these purchases?

What problem are they trying to resolve?

What makes our product a better solution than what is currently available
for these customers?

How much are customers willing to pay for our solution?

How long will it take to make a sale?

What is the competition doing well?

What is the competition doing poorly?

What else can we do to provide customer satisfaction, repeat business,

and referrals?

3. Study your competition.

The success of your marketing plan is based on how well you distinguish
yourself from the competition. On one hand, you want your product to offer
customers a ring of familiarity. On the other hand, you dont want to be
mistaken for a copy cat competitor.
In order to understand your competition, you need to ask questions like:

Who are my competitors and what are they currently doing in this
industry?

What type of advertising, marketing, and selling strategies are the best in
the business doing?
17

What type of price points are my competitors offering customers?

What is the most effective production and distribution model in this

business?

Once these elements have been identified and described, and once you have
done your research work to answer essential questions and created a report that
fully describes your marketing plan, your next steps include market testing,
making strategic decisions, writing an action plan and implementing it.
Product Marketing VS Service Marketing
The marketing of products and services reveal two different situations which
require two very different strategies. With products you need only consider the
perceived value, price, location, andadvertising. With services you need to
consider the perceived value, price, location, advertising, process, people, and
proof.
When advertising a service its important to demonstrate your process and proof
through testimonials or other sources to build reasonable expectations with your
customer.

These

expectations

will

build

perceived

value

in

your product or service. When advertising a productproof is not as critical

because

the product is

tangible

and

returnable.

Perceived value is the amount a consumer would expect to pay for

your product before they see the actual price. To build perceived value in
a product you demonstrate and explain its benefits in relation to the customers
needs.

To

build

perceived

value

in

a serviceyou

must

prove that you are consistent and can provide quality service to meet the
customers

needs.

18

Pricing for products will include the cost of materials, manufacturing, and
distribution. Service pricing may include a small amount for some offsite
manufacturing or travel but in general the pricing for a service is mostly profit.
This low cost for providing the service will allow you to spend more money
advertising

and

demonstrating

the service.

The location of your product or service may not be important depending on the
type of item youre selling. If you run a retail location with many items, a
stable location with plenty of walk-by or drive-by traffic is important. Niche
items and services may not require a stable location as consumers do not need
to

know

unless

where

theyre

specifically

your service is
requesting

located

the service you

provide.

The process or operation of your business is a variable that consumers can

compare with your competitors. Use your advertising and presentation wisely
to

explain

why

your

process

is

better

than

the

competition.

People are the ones that "deliver" your service. People are the most difficult
part of maintaining consistency in marketing. With aservice youre dependent
on people to offer the best customer service to each and every customer. If a
consumer buys a product then tells a friend. The friend can rest assured that if
they

buy

the

same product they

will

have

the

same

result. Services do not operate this way. The trust consumers have in a
humans ability to execute the same level of customer serviceday in and day out
is nonexistent and for good reason. People are inconsistent creatures and thats
why service marketers
showing
Proof

proof
is

the

are
not

evidence

once,
that

burdened
but

several

with
times

your service or product is

over.

worthy

of

purchase. products seldom need proof because they are tangible and
19

returnable.

Proof for services may include testimonials, photos, audio,

video, sales data, or other. In order to gain new customers your proof must be
backed

by

facts

and

directly

related

to

the

customers needs.

For a consumer, choosing a product is a matter of comparing the facts,

choosing a service is like a trial. You have two sides: you and your competitor,
or even more. Each side must backup their statements with evidence in order to
prove

their

case.

The

consumer

will

judge

the case and decide who is telling the truth, who has the most evidence that is
relevant to their needs, and ultimately who is the best business for hire.
Product Marketing: Increasingly Important
Product marketing is misunderstood. When most people think of marketing
they dont think of product marketing they think of branding and
communications or advertising. However as companies increase their spending
on social media and digital marketing it may be time to invest more in product
marketing. Heres why:
Product Marketers have deep market knowledge Prospects are looking for
helpful information online and do not want to be sold to. Product marketers
have a deep understanding of the problems that people in a market face and are
great at creating content that can educate and help prospects.
Product Marketers have deep solutions knowledge One of the key things
that separates Product Marketing from other forms of marketing is the depth of
understanding of products/solutions. This deep level of understanding is critical
when it comes to working with customers in a more interactive way like
through social media. Its not enough to just have to skills to communicate
canned messages, youll need someone who can answer questions, react on the
fly and generally be as helpful as possible. Product marketers are great at this.

20

Product marketers focus on customer value, not technology/features this

is the part where I pick on traditional product managers, who often officially
own product marketing but ignore it. Product management is a big job and
often product managers can be so focused on feature development they cant put
themselves into the shoes of the customer when it comes to communicating why
someone should buy. Customers dont care about features or technology or
anything else that represents how you do what you do. What they care about is
how you going to improve their lives. Good product marketers nail this.

Product marketing is critical to successful sales and thus directly impacts a

company's bottom line. Even the greatest product will not "sell itself." It has to
be appealing in looks, performance and price, and it has to be accessible. In
addition, you, the product manager, will manage budgets, personnel and third
parties, and also monitor competitors. If you work for a small or young
company, you can expect to carry a large bulk of the responsibility.
1.

Planning and Analyses

o
o

Research in your industry is a big part of successful product

marketing.
As the product manager, you need to research and identify markets and
customers for each product. You have to learn if there is an unmet need in these
markets that your product will meet, and then use research to best determine
how to make the product accessible. You must research your competitors,
determine what they are doing well and what they are doing that you and your
company can do better. You also have to do future planning by creating "product
21

road maps," so that you can plan for the next design or additional product
offerings.
2.

Cost and Pricing

o
o
o

Some customers equate price with value, so research your price

points carefully.
Pricing can be one of the most sensitive aspects of product marketing. You have
to consider the cost of making the product and promoting it, which can include
both internal overhead costs as well as external costs. You have to determine the
need to be competitive with the pricing of similar products, or whether your
product warrants a higher price that will be acceptable to your target customer.
If your product is priced too low, it not only affects your revenue. It also may
also suggest to customers that the product is of inferior quality. Setting the price
too high, however, can price you out of the market entirely.

3.

Promotion

o
o
o

Personal presentations for large customers or product reviewers are

one aspect of promotion for your product.
Your product needs to be promoted using a combination of advertising, public
relations, merchandising materials such as brochures, point-of-sale materials,
and even personal presentations to product reviewers, buyers or large
prospective customers. Depending on your company and budget, you may use
internal staff for much of the advertising and public relations activities, or
22

contract with outside agencies and consultants. Either way, the management,
coordination and oversight of these personnel are within your purview as
product manager.
4.

Sales Tools and Training

o
o

You need to educate and train internal and external salespeople

about your product.

As the product marketer, you need to educate and train sales staff on the
features and benefits of the product. If your product is sold in retail outlets, you
want to ensure the salespeople know your product. Sales representatives may
need to be selected and also trained. If you sell the product online, you will need
to assess the best online venues and tools to control inventory, shipping and
security, among other considerations.
Product Plan
Product marketing strategic planning has never been more difficult or more
essential. Strategic planning can be lost in a myriad of non strategic details,
simply become part of an annual ritual because of a formal procedure guide, or
be nothing more than a wish list of potential projects. Effective strategic plans
have a clear and logical structure that brings clarity to the major product
marketing issues that must be addressed to ensure that new products delivers
real and improving value to the business. Based on our experiences in helping
clients to develop major product marketing strategic plans, we present a
checklist of the most critical ingredients of effective strategic plans.
1.

Where does the business want to be? Are the business drivers and
directions defined? Is the focus on reducing internal costs, mergers and
23

acquisitions, new markets, and new customer services and products? What
are the key information and customer requirements to support these business
strategies? Enterprises that can articulate these forces have a good starting
point to develop a product marketing strategy.
2.

Is the vision clear? The best visions capture the overarching purpose in a
few memorable words. For example: 1) Superior memory yields intelligent
products 2) leading-edge technology to maintain a competitive advantage;
and 3) Internet information services meets global business needs. Visions are
often confused, with competing objectives of lowest-cost-yet-leading-edge
technologies, or technology driven with no linkage to business drivers. A
good product marketing vision statement will require some robust debate
with business leaders as part of an effective product marketing governance
process.

3.

Where are we today? Before charting the future, it is important to

document the current product marketing environment, describing the key
applications and the supporting product marketing infrastructure, and listing
the strengths and weaknesses. How well do applications meet business
needs? What are their life expectancies, how diverse are the technologies,
what is the degree of integration? What projects are in progress, and are they
on track? Has the efficiency of service delivery been measured through
benchmarking? Applications portfolio and product platform analysis is one
tool for categorizing different types of applications.

4.

Are the major product marketing strategies clearly stated? This

should always start with strategies for the key business applications, even if
the strategy is just to exploit and maintain. Then the strategy should address
the overall product marketing architecture and product marketing
infrastructure requirements to support the business applications. The plan
must convey a broad overview of costs and benefits, and identify key
24

milestones and metrics that will be used to monitor progress. A sourcing

strategy should be presented, identifying how the skills required for
implementing the strategies will be secured. An effective strategy will
always be a "work in progress," providing a framework within which
specific projects are developed and business cases assessed.
5.

What are the risks? Will the technologies develop as forecast? Are the
required technologies mainstream or leading edge? Will we able to secure
and retain the skills required? How robust/flexible are our plans, including
reliance on critical vendors? Are there any alternatives that should be
considered? Which technologies and solutions are not currently part of the
strategy, but warrant being on the "watch list" because they may become
significant?

25

CHAPTER NO-02

COMPANY

PROFILE

TAEHWA ENTERPRISES INDIA PVT. LTD.

Products manufacturing and supplying of house hold, electrical appliances,
meter core system.

26

Business Type

Manufacturer / Supplier

Year Established

2004,

No. Of Employees

100Products

Manufacturing and Supplying

: House hold, electrical appliances, meter core

system
Products
Voltage meter
Below are the listings of Voltage meter products and suppliers. You can browse
related product categories, and further refine your search by product keywords.
You can also view profiles of other suppliers offering
Voltage meter.

Features:
1. Standard size: 48 x 96mm; 96 x 96mm
2. Sampling speed: 3times/ second
3. Zero adjusting (fixed decimal point)
4. Display range: 1999
5. 0.8 inch large red LED display
Technical parameters:
Items of properties: Specific parameters
Power supply voltage: AC220V15% 50/60Hz
Maximum display: 1999 (AC displays effective values)
Input mode: Single terminal input
27

A/D conversion: Dual integral

Measurement speed: Approx. 3 times/second
Frequency range: 40-200Hz (only for counterflow)
Overflow display: 1 or -1
Polarity

display:

Only

display

-,

only

for

direct

current

Display: 0.8-inch red digital tube

Ambient temperature: -10~60C
Ambient humidity: 0~90%RH
Power consumption: 4VA
Voltage resistance: AC 1500V 1min
Insulating resistance: DC 500V100 M
Accuracy: 0.5%FS 2 digit
Weight: Approx. 350g

Battery voltage meter

We manufacture wide range of Battery Voltage Meters which are made from
high quality materials. These Battery Voltage Meters can availed at industrial
leading price. 0-200 Volts.

Digital measuring meter

28

These X series Digital Measuring Meter is suitable for measuring and

displaying current, voltage, power, frequency, power factor and other electric
parameters, which has the advantages of direct view, high accuracy, high
stability and other characteristics. Widely used in electric power system,
automation control system. Technical Specificatio

Voltage standing wave ratio meter

The SWR meter or VSWR (voltage standing wave ratio) meter measures the
standing wave ratio in a transmission line. This is an item of radio equipment
used to check the quality of the match between the antenna and the transmission
line. The VSWR meter should be connected in the line as close as possible to
the antenna. This is because all practical ...

Digital ampere-voltage-frequency meter (c.t. selectable)Following are the

specifications of Digital Ampere-Voltage-Frequency Meter (C.T. Selectable):
Dimension(H x W x D) mm 96 x 96 x 65 Features CT Ratio
Programmable (up to 800 / 5Amp input) Auto scrolling or manual mode
selectable Auto decimal shifting for current (resolution 0.01A, 0.1, 1A)
Brighter Amber Seven Segment LED...

29

Wall mounting sleek volt meters

These Wall Mounting Sleek Volt Meters are manufactured from very high
quality raw material which ensures hassle free work performance at its user end.
These Wall Mounting Sleek Volt Meters are widely finds its applications in
various electrical sectors.

Portable Submersible Density Meter

We are a trusted name in offering valuable services to our clients all across the
country offering Portable Submersible Density Meters (DM 250.1) that are
certified under ATEX Hazloc. These are highly efficient in measuring liquid
density & temperatures and are operational even in severe climatic conditions at
-30C to +50C (-22F to +122F). These devices can measure with an
accuracy up to 0.0005 g/cm3 (0.5 kg/m) and requires power supply of NiMH
3.6V-1200 mAh.
Features:
* Offers liquid density and temperature measurements

directly in

the storage or process tanks

* Automatic temperature compensation
* At any depths up to 30 meters
* Record level density and average per tank

30

Handheld digital pressure manometer

TOTAL RANGE OF PRESSURE GAUGES / PRESSURE SWITCHES /
TEMPERATURE

GAUGES

THERMO

WELL FOR

SENSORS

TEMPERATURE SENSORS & THERMOCOUPLES.

Handheld ultrasonic flowmeter

Following are the Main Features of Handheld Ultrasonic Flowmeter :Accuracy: 1% Linearity: 0.5% Repeatability: 0.2% Non-intrusive, clamp-on
transducer, no pressure drop, no pipe disturbance. Several types transducer for
selection, measuring pipe size from DN15mm to DN6000mm Built-in 24K data
logger, store over 2000 lines measuring data .

Analog meter
Below are the listings of Analog meter products and suppliers. You can browse
related product categories, and further refine your search by product keywords.
You can also view profiles of other suppliers offering Analog meter.

31

Portable analog meter

PORTABLE

ANALOG

METER

IN

VARIOUS

RANGES

&

SPECIFICATIONS.

Analog meters
ANALOG METERS IN VARIOUS RANGES & SPECIFICATIONS.

Liquid limit apparatus

Below are the listings of Liquid limit apparatus products and suppliers. You
can browse related product categories, and further refine your search by product
keywords. You can also view profiles of other suppliers offering Liquid limit
apparatus.

Liquid limit apparatus

Our company deals in liquid limit apparatus that is fabricated to match the
standard specifications of IS: 2720-V. It is made of hard rubber and has a sliding
carriage structure. Its parts included brass cup hinged, casagrande grooving
tools and gauge block. It is operated with hands and is provided with counters.

32

Liquid limit apparatus

These Liquid Limit Apparatus are made from very high quality raw material
which ensures hassle free work performance at its user end. These Liquid Limit
Apparatus are widely finds its applications in various industrial sectors.

Liquid limit apparatus

Fabricated as per IS: 2720 (Part V), Liquid Limit Apparatus is especially
designed to determine the liquid limit of soil. It is also used to determine the
plasticity index of soil. Liquid Limit is a specific water content at which a
definite part of soil is cut by a groove of standard dimension that will flow
together up to a distance of 1.25cm...

Refractometer
Below are the listings of Refractometer products and suppliers. You can
browse related product categories, and further refine your search by product
keywords.

You

can

also

view

profiles

of

other

suppliers

offering Refractometer.

Hand-held refractometer for brix

33

The series is developed for working with sugar related liquids (fruit juices, soft
drinks wine), help monitor and control sugar concentrations in foods and
beverages. Whether users are checking the ripeness of fruit in the field,
verifying product quality after harvesting, or controlling concentrations during
processing and packaging, refractometer...

Abbe refractometer
Features of Abbe Refractometer: Compact and easy to carry Calibration with
water

Battery

operated

Digital

display

External

Light

Interference

Specifications : Refractive Index : 1.3306 to 1.5284 Resolution : 0.0001

Accuracy : 0.0003 (water at 20C) Ambient Temperature : 10 to 40C

Handheld refractometer
Salient features of Handheld Refractometer: Test the Concentration of the
Battery Fluids. Antifreeze Liquid and Cleaning Fluids. Indicate Freezing Point
for Propylene and Ethylene Glycol. Check the Strength of Electrolyte Solution
Batteries. These Handheld Refractometers are available at industrial leading
price.

Gemology refractometer

34

We are offering our customer a wide range of Gemology Refractometers, which

are manufactured from high grade quality raw materials. These Gemology
Refractometers are widely known for its durability and quality. These
Gemology Refractometers are available at industrial leading price.

Digital hand-held refractometer

The PAL-1 is a completely new and redesigned digital hand-held instrument
that will change the traditional conceptions of refractometers. The PAL-1's
surprisingly compact size allows you to easily carry it around and use it indoors
as well as outdoors. The size, design, function and performance will surprise
you. The PAL-1 with expand your range

Universal hand refractometer

We manufacture and provide precision engineered universal hand refractometer
which is available with a selector knob to indicate measurement. Our hand
refractometer is built in with Amici prism and special light reflection system for
color elimination to obtain sharp critical boundary line and optimum contrast.
Our refractometer is available .

35

Refractometer
These refractometer is a laboratory or field device for the measurement of an
index of refraction. Our refractometer is designed for quick and accurate
examination of the Refractive Indices and Mean Dispersion of Liquid, Solid and
Powder. We offer portable versions of refractometer such as Hand held
Refractometer and Pocket Refractometer.

Oil & sugar refractometer

We have carefully designed and manufactured a range of oil & sugar
refractometer. The optics in the refractometer are nearly entirely enclosed and
protected from the environment. Reflective index range is 1.42 to 1.49 by
conversion table. Our scientists and engineers have offered a range that gives
accurate result and is widely demanded by our clie...

Hand held refractometer

36

he Hand-Held Refractometers are specially designed for measuring the

concentration of many kinds of solution listed as following: Juices, Beverages,
Honey, Salt water, Brine, Cleaning fluid, battery fluid, Antifreeze and Industrial
fluids etc. And they can also test for the proportion of the water-soluble
solution. They can be easily used

CHAPTER NO-03

37

STUDY

OBJECTIVE OF THE STUDY

PRIMARY OBJECTIVE
To study the Product Marketing strategies of TAEHWA ENTERPRISES
INDIA PVT. LTD.

38

 To know about the Techniques of Product Marketing in TAEHWA

ENTERPRISES INDIA PVT. LTD..

SECONDARY OBJECTIVE
To find out the customer satisfaction regards TAEHWA ENTERPRISES
INDIA PVT. LTD.
To find out the Market value of TAEHWA ENTERPRISES INDIA PVT.
LTD..

39

CHAPTER NO-04

RESEARCH
METHODOLOGY

RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem.
Research methodology constitutes of research methods, selection criterion of
research methods, used in context of research study and explanation of using of
a particular method or technique so that research results are capable of being
evaluated either by researcher himself or by others.
PRIMARY RESEARCH:
This consisted questionnaire and interaction from various people.
40

A focus group study have conducted to design the Retailer survey questionnaire
with a sample size of 50 respondents. The survey was conducted in Noida city..
SECONDARY RESEARCH:
1

Internet ,

Books

Journals ,

Newspaper,

Annual report,

Database available in the library,

Catalogues and presentations.

IMPORTANCE OF THE RESEARCH

Significance of research and research leads to invention.
Following facts highlight the importance of the research.
1. Research facilitates logical or scientific thinking process which leads
towards flow less strategy formulation.
2. It facilitates identification of trends which ultimately responsible in
marketing opportunities.
3. Decision making becomes easier for well researched phenomenon.
4. Research is important in solving various operational and planning
problems of business and industry.
TOOLS AND TECHNIQUES
As no study could be successfully completed without proper tools and
techniques, same with my project. For the better presentation and right
explanation I used tools of statistics and computer very frequently. And I am
very thankful to all those tools for helping me a lot. Basic tools which I used for
project from statistics are41

- Pie charts
- Tables
bar charts and pie charts are really useful tools for every research to show the
result in a well clear, ease and simple way. Because I used bar charts and pie
charts in project for showing data in a systematic way, so it need not necessary
for any observer to read all the theoretical detail, simple on seeing the charts
any body could know that what is being said.
Technological Tools
Ms-Word
Ms-excel
Internet
Above application software of Microsoft helped me a lot in making project
more interactive and productive.
Microsoft-Excel had a great role in my project, it created for me a situation of
you sit and get. I provided it simply all the detail of data and in return it given
me all the relevant information..
Microsoft-Access did the performance of my personal assistant who organizes
my all the details of document without disturbing them even a single time in all
the project duration.
And in last Microsoft-Word did help me for the documentation of the project in
a presentable form.
SCOPE OF THE STUDY
The scope of the study is limited to the Product

Marketing Strategies of

TAEHWA ENTERPRISES INDIA PVT. LTD. Study objective is to examine

the various factors which play their part in Product Marketing Strategy
Promotion activity, customer Satisfaction, buying behavior and the major
dissatisfaction areas for the customers. The study considered the area of Noida

42

city. The sample under consideration consisted of the existing customers of

TAEHWA ENTERPRISES INDIA PVT. LTD. .
Company can use this information for the betterment of the policies and making
new strategies.
Each and every project study along with its certain objectives also have scope
for future. And this scope in future gives to new researches a new need to
research a new project with a new scope. Scope of the study not only consist
one or two future business plan but sometime it also gives idea about a new
business which becomes much more profitable for the researches then the older
one.
We have selected following parameters for study purpose.
(1) Services of TAEHWA ENTERPRISES INDIA PVT. LTD. .
(2) Marketing Strategies of TAEHWA ENTERPRISES INDIA PVT. LTD.
(3) Satisfaction level.
(4) Uniqueness.
(5) Promotion activity.
(6) Local Converge.
(7) Sales Promotion.
(8) Advertisement media.
(9) Competitor.

LIMITATION
1. Sample size of 50is not enough to generalize result.
2. Response is depending upon psychology of respondent.
3. The survey is geographically limited to Noida.
4. Some of the respondent tries to hide information like sales volume.
5. Retailer take it lightly and do not show interest in providing sufficient and
exact information.
6. Some secondary data which I expect to collect from the company is not
provided to me.
43

CHAPTER NO-05

DATA ANALYSIS
&
INTERPRETATION

44

DATA ANALYSIS & INTERPRETATION

Q.1 1. How would you rate the attractiveness of our product?

Response

% of respondent

Excellent

40

Very Good

30

45

Good

05

Fair

15

Poor

10

15 %

10 %

40 %

05 %

30 %

INTERPRETATIONOut of 50 respondent 40% told the attractiveness of our product and provided to
customers while 30% told Its very good and 15% told fair, 05% told good ,10%
told poor.

Q.2 what do you find the advanced technology of our product?

Response
Excellent

% of respondent
35

46

Very Good

22

Good

28

Fair

05

Poor

10

05 %

10 %

35 %

28 %
22 %

INTERPRETATIONOut of 50 respondent 35% respondent told the advanced technology of product is

Excellent while 22% told Its very good and 05% told fair, 28% told good ,10%
told poor.

Q.3. Do you find the product easy to handle?

Response

% No. of respondent

Yes

70

NO

30

47

INTERPRETATIONOut of 50 respondent 70% respondent were agree while 30% were not agree
with the statement that the product easy to handle.

Q.4 Do you find our product touch sensitive?

Response

% No. of respondent

Yes

70

NO

30

48

INTERPRETATIONOut of 50 respondent 70% respondent were agree while 30% were not agree
with the statement that product touch sensitive.

5. What is the least attractive factor about our product?

Response

% of respondent
25

Design

32
Handling options

18
Installation options

49

25
Technology

25%

25 %

18 %
32 %

INTERPRETATIONOut of 50 respondent 25% respondent told the least attractive factor about
product is Design while 32% told attractive factor about product is handling
option and 18 % told attractive factor about product is installation option , 25%
told attractive factor about product is technology.

Q.6 How would you rate your experience of using our product?

Response
Excellent

% of respondent
29
50

Very Good

21

Good

23

Fair

13

Poor

14

13 %

14 %

29 %

23 %
21 %

INTERPRETATIONOut of 50 respondent 29% told their

experience of using our product is

Excellent while 21% told Its very good and 13% told fair, 23% told good, 14%
told poor.

Q.7 Do you find the price of the product reasonable?

Response

% No. of respondent

Yes

70

NO

30
51

INTERPRETATIONOut of 50 respondent 70% respondent were agree while 30% were not agree
with the statement that computerization accounting makes sure that the price of
the product reasonable

Q.8. Would you like to use our product again?

Response

% No. of respondent

Yes

70
52

NO

30

INTERPRETATIONOut of 50 respondent 70% respondent were agree while 30% were not agree
with the statement that they like to use our product again.

Q.9. Would you recommend our product to your friends or relatives?

Response

% No. of respondent

Yes

65

NO

35

53

INTERPRETATIONOut of 50 respondent 65 % were agree while 35% were not agree with the
statement that they recommend our product to your friends or relatives.

54

CHAPTER NO-06

FINDINGS

FINDING
40% told the attractiveness of our product and provided to customers
while 30% told Its very good and 15% told fair, 05% told good ,10% told
poor.

55

 35% respondent told the advanced technology of product is Excellent

while 22% told Its very good and 05% told fair, 28% told good ,10% told
poor.
70% respondent were agree while 30% were not agree with the statement
that the product easy to handle
70% respondent were agree while 30% were not agree with the statement
that product touch sensitive.
25% respondent told the least attractive factor about product is Design
while 32% told attractive factor about product is handling option and 18
% told attractive factor about product is installation option , 25% told
attractive factor about product is technology.
29% told their experience of using our product is Excellent while 21%
told Its very good and 13% told fair, 23% told good, 14% told poor.
70% respondent were agree while 30% were not agree with the statement
that computerization accounting makes sure that the price of the product
reasonable
70% respondent were agree while 30% were not agree with the statement
that they like to use our product again
65 % were agree while 35% were not agree with the statement that they
recommend our product to your friends or relatives

56

CHAPTER NO-07

SUGGESTION

SUGGESTION
TAEHWA ENTERPRISES INDIA PVT. LTD.

is highly focused on its

future objectives & expansion plans, but at the same time it has to maintain a
balance between the present plan &the future one. On the basis of strategic
57

analysis following recommendations will help in achieving its future goals

effectively & efficiently: TAEHWA ENTERPRISES INDIA PVT. LTD. must focus on its Vision
& Mission in order to attain it objective.
TAEHWA ENTERPRISES INDIA PVT. LTD.
expanding its market in order to grab the

should focus on

market shares.

It should also try to maximize the shareholders wealth.

TAEHWA ENTERPRISES INDIA PVT. LTD. should not choose those
project which may dilute the brand name just for the sake of gaining
market shares.
It should focus on to convert itself from Question Marks to Stars.
TAEHWA ENTERPRISES INDIA PVT. LTD.

has a high growth

potentials, so it should try to raise funds

timely in order to meet its target.

TAEHWA ENTERPRISES INDIA PVT. LTD.

should not do over

promise as it will deteriorate its goodwill.

TAEHWA ENTERPRISES INDIA PVT. LTD.

must focus on its

competitors strategy(ies) in order to gain a competitive edge.

TAEHWA ENTERPRISES INDIA PVT. LTD.

should try to go for

diversification to minimize risk factor & to explore new market as well.

58

CHAPTER NO-08

CONCLUSION

CONCLUSION

59

After completion of Research I concluded that In TAEHWA ENTERPRISES

INDIA PVT. LTD.in Noida Product Marketing Strategy Measures is a process
that can allow an organization to concentrate its limited resources on the
greatest opportunities to increase sales and achieve a sustainable competitive
advantage.
A Product Marketing Strategy should be centered around the key concept that
customer satisfaction is the main goal.
As the customer constitutes the source of a company's revenue, Product
Marketing Strategy is closely linked with sales. A key component of Product
Marketing Strategy is often to keep marketing in line with a company's
overarching mission statement
We have Study about the Product Marketing Strategy which helps in Achieving
Goals of Company ,The objectives of all business are to makes profits and a
merchandising concern can do that by increasing its sales at remunerative prices

60

CHAPTER NO-09

BIBLIOGRAPHY

61

BIBLIOGRAPHY
BOOKS
Marketing Management Philip Kotler, The Millennium Edition,
Prentice Hall Of India Private Limited, New Delhi.
A. Aaker, David. Strategic Market management. New York: John
Wiley & Sons,2001, pp.154-162.
Levy, Michael. A. Weitz .Barton. Retailing Management. New York:
McGrew-Hill,2004,pp.6-8, 627
Palmer, Adrian. Introduction to Marketing. India: Oxford University
Press,2004, pp.350-351,363.
Marketing Research:G.C Brek, Tata Mc Graw-Hill Publishing
Company Limited, New Delhi
Periodical:

Business Word
DFPI, Annual Report

Research Methodology: C.R.Kothari , 2nd edition.

S.N Murty and U Bhojanna
Website Address:
www.

TAEHWA ENTERPRISES

INDIA PVT.

LTD..com
www.googlesearch.com

62

CHAPTER NO-10

ANNEXURE

Questionnaire
1. How would you rate the attractiveness of our product?

63

a) Very attractive
b) Attractive
c) Neutral
d) Not attractive at all
2. Do you find our product touch sensitive?
a) Yes
b) No
3. Do you find the product easy to handle?
a) Yes
b) No
4. How advanced do you find the technology of our product?
a) Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree

5. What is the least attractive factor about our product?

a) Design
b) Handling options

64

c) Installation options
d) Technology

6. Do you find the price of the product reasonable?

a) Yes
b) No
7. How would you rate your experience of using our product?
a) Excellent
b) Good
c) Satisfactory
d) Bad
e) Terrible
8. Would you like to use our product again?
a) Yes
b) No
9. Would you recommend our product to your friends or relatives?
a) Yes
b) No

65

66