DECLARATION

I, Sanju S do hereby declare that this project report in Effectiveness of Marketing

Strategy in SIDCO submitted by me in partial fulfilment of the award of degree of
MASTER OF BUSINESS ADMINISTRATION of UNIVERSITY OF KERALA is my
original work and has been prepared under the guidance of Assistant Professor: Sheana
Paniker
I also declare that this project has not been submitted by me fully or partially for the
award of any degree diploma or recognition.

Neyyardam

Sanju S

26-05-2011

Reg No.

ACKNOWLEDGEMENT
As a part of the curriculum of the fourth semester MBA of University of Kerala, it
has been my great pleasure to work in SIDCO. as a project trainee.
This project report has been made possible through the direct and indirect cooperation
of various person to whom I would like to express my deep felt appreciation and gratitude.
First of all I express my profound gratitude to the Lord almighty for the inspiration and
guidance throughout this project.
I hereby extend my sincere gratitude and thanks to the staff of SIDCO for providing
valuable assistance, information and adequate data. I wish to thank Mr. Dharmarajan,
marketing manager and all other staffs of SIDCO for their kind co-operation for the
completion of the projects.
I am extremely grateful and indebted to Mr. Sheana Paniker, Assistant Professor,
Kerala Institute of Cooperative Management, for having consented to be my project guide
and without whose co-operation the project would have real difficult to complete.
Finally I am also highly indebted to my parents for the financial as well as emotional
support.
Sanju S

CONTENTS

Chapte
r

Title

Page
No

1-5

INTRODUCTION TO THE STUDY

II

LITERATURE REVIEW

III

INDUSTRY PROFILE

IV

COMPANY PROFILE

DATA ANALYSIS & INTERPRETATION

VI

FINDINGS, SUGGESTIONS &

CONCLUSION

75-78

VII

BIBLIOGRAPHY
APPENDIX

79-83

6-18

19-32

33-45

45-74

LIST OF TABLES

TABLE

TITLE

PAGE NO

Distribution showing the acceptance level of

48

NO
5.1

SIDCO products
5.2

Distribution showing the Knowledge level of

49

SIDCO products
5.3

Distribution showing the employee response

50

5.4

Distribution showing the customer feedback

51

5.5

Distribution showing the opinion of

52

marketting strategy
5.6

Distribution showing the opinion of quality of

53

product
5.7

Distribution showing the prefernce towards

54

SIDCO products
5.8

Distribution showing marketting technique

55

used by SIDCO
5.9

Distribution showing opinion of product

56

delivery
5.10

Distribution showing rating of delivery system

57

5.11

Distribution showing suggestion of area of

58

improve
5.12

Distribution showing standardization of

59

service provided
5.13

Distribution showing service provided for

marketting executives

60

5.14

Distribution showing marketting

61

communication strategy
5.15

Distribution showing service provided by the

62

SIDCO
5.16

Distribution showing opinion on personnal

63

selling
5.17

Distribution showing opinion on brand image

64

5.18

Distribution showing advertising through

65

media
5.19

Distribution showing sales promotional

66

activities by SIDCO
5.20

Distribution showing marketting technique

67

5.21

Distribution showing pricing strategy

68

5.22

Distribution showing customer satisfaction

69

5.23

Distribution showing effect on advertisement

70

LIST OF FIGURES

FIGURE

TITLE

PAGE NO

Diagram showing the acceptance level of

48

NO
5.1

SIDCO products
5.2

Diagram showing Knowledge level of SIDCO

49

products
5.3

Diagram showing the employee response

50

5.4

Diagram showing the customer feedback

51

5.5

Diagram showing the opinion of marketting

52

strategy
5.6

Diagram showing the opinion of quality of

53

product
5.7

Diagram showing the prefernce towards

54

SIDCO products
5.8

Diagram showing the marketting technique

55

used by SIDCO
5.9

Diagram showing the opinion of product

56

delivery
5.10

Diagram showing the rating of delivery system

57

5.11

Diagram showing the suggestion of area of

58

improve
5.12

Diagram showing the standardization of

59

service provided
5.13

Diagram showing the service provided for

60

marketting executives
5.14

Diagram showing the marketting

61

communication strategy
Diagram showing service provided by the
5.15

SIDCO

62

Diagram showing the opinion on personnal

5.16

63

selling

Diagram showing the opinion on brand image

64

Diagram showing the advertising through

65

5.17

5.18

media
Diagram showing the sales promotional

5.19

66

activities by SIDCO
Diagram showing the marketting technique

67

5.21

Diagram showing pricing strategy

68

5.22

Diagram showing customer satisfaction

69

5.23

Diagram showing effect on advertisement

70

5.20