A STUDY ON THE EVALUATION OF MARKETING STRATEGIES IMPLEMENTED IN

BEST CALIBER CREATOR

BY

M. ARAVINDAN

(REG.NO.212017631008)

OF

SKR ENGINEERING COLLEGE

A PROJECT REPORT

Submitted to the

DEPARTMENT OF MANAGEMENT STUDIES

In partial fulfillment of the requirements

For the award of degree of

MASTER OF BUSINESS ADMINISTRATION

ANNA UNIVERSITY, CHENNAI

MAY 2019.

A
 BONAFIDE CERTIFICATE

Certified that this project report title “A STUDY ON THE EVALUATION OF

MARKETING STRATEGIES IMPLEMENTED IN BEST CALIBER CREATOR” in
the Bonafide work of Ms. M.ARAVINDAN (Reg.no.212017631008) who carried out the
research under my supervision. Certified further, that to the best of my knowledge the work
reported herein does not form part of any other project report or dissertation on the basis of
which a degree or award was conferred on an earlier occasion on this or any other candidate.

Prof. C. GANESH KUMAR Prof. C. GANESH KUMAR

Head of the Department Project Guide
Department of Management Studies Department of Management Studies
S.K.R Engineering College S.K.R Engineering College
Agarmel, Poonamallee Agarmel, Poonamallee
Chennai-602 103. Chennai- 602 103.

Submitted to project and viva Examination held on______________

Internal Examiner External Examiner

B
 DECLARATION

I, M.ARAVINDAN, M.B.A student of S.K.R Engineering College, would like to

declare that the project work entitled, “A STUDY ON THE EVALUATION OF
MARKETING STRATEGIES IMPLEMENTED IN BEST CALIBER
CREATOR” in partial fulfillment of master of business administration course under
Anna University is original project done independently by me under the guidance of
Prof. Mr. C.Ganeshkumar, Department of Management Studies, SKR Engineering
College, Poonamallee, Chennai -602 103

Place:
Date: (M.ARAVINDAN)

C
 ACKNOWLEGEMENT

This is with sincere gratitude that I would like to my record my profound thanks to all the
people who helped and encouraged me to complete this project.

I wish to express my gratitude to our institution and Principal DR.P.SENTHILKUMAR M.E.,

PhD, and Head of the Department Prof. .C. GANESH KUMAR for timely advice and support
given to me right from the initial stage of my project.

I take this grand opportunity to record my everlasting thanks and hearty feeling of gratitude to
my project guide PROF .C. GANESH KUMAR for his valuable suggestions.

I express my sincere thanks to Mr.Vimal, HR Manager of BEST CALIBER CREATOR for

allowing us to do this project in their esteemed organization and for valuable guidance.

I also thank my faculty members Prof. R.KUMAR, Ms. K.P SAJANA, Ms. NISHANTHI, Ms.
C.S SWATHI of management studies.

This work will be incomplete if I fail to thank my family and friends for their moral support. I
also thank the almighty for making me complete this project successfully.

(M.ARAVINDAN)

D
 LIST OF CONTENTS
Chapter Title Subtitle Content Page no
Title page A
Bonafide certificate B
Project Completion letter
Declaration C
Acknowledgement D
List of contents E
List of tables F
List of figures G
1 Introduction
I 1.1 Introduction
1.2 Statement of the problem
1.3 Company profile
1.4 Industry profile
1.5 Product profile
1.6 Need for the study
1.7 Scope of the study
1.8 Objectives of the study
1.9 Research Methodology
1.9.1 Research problem
1.9.2 Research design
1.9.3 Research hypotheses
1.9.4 Sources of Data
1.9.5 Tools & techniques
1.9.6 Sampling design
1.9.7 Sampling size
1.9.8 Chapterization
1.9.9 Limitations of the study
2 Theoretical Background
II 2.1 Theoretical Background
2.2 Literature Review
3 Data Analysis and Interpretation
III 3.1 Data Analysis
3.2 Statistical tools & Interpretation
4 Findings & Suggestions
IV 4.1 Findings of the study
4.2 Suggestions
4.3 Conclusion
Appendix
A1 References
A2 Questionnaire

E
 LIST OF TABLES
Table Page
TITLE
Number Number
1 Age
2 Gender
3 Educational Qualification
4 Designation
5 Experience
6 Income
7 Marital status
8 Company have an active marketing departing
9 Marketing plan starts with written objectives
10 Marketing plan involves audit and threats
11 Marketing plan details responsibilities and timingof action to be
taken
12 Marketing plan and provides the basis for evaluation and control
13 Feedback mechanism to evaluate customers response to its
products
14 Specific marketing plan driving your marketing efforts
Age vs needs expectation and behavior of targeted customers,
15 companay organized more responsive to marketing
opportunities and threats than its competitor, company makes
use of marketing informataion system
16 Gender vs market potential & marketing strategy
17 Educational qualification vs price strategy, competitive
intensity, attitude towards innovation
18 Designation vs quality of service,branding & environmental
factors
19 Income vs developments in consultancy services, industry you
sell in & promotional efforts
20 Marital status vs promotional efforts, technological
advancement & unique selling poposition
Age vs marketing strategy adopted gives customer an
21 opportunity to communicate back & strategy entails real time
responses where complaints of customers are resolved
22 Gender vs marketing has lead to widened customer & strategy
of marketing adopted has lead to increased customer response

F
 Income vs indian companies will have competitive edge and
23 ensure long term growth, devlop comprehensive digital strategy
and rethink business and opearting models & indian companies
will position themselves as attractive partners
Educational qualification vs multi-sourcing working with other
24 firms & consulting firms will need to find innovative ways of
retaining clients
Marital status vs expect that company will start resorting to
25 multimedia technology & indian company will establish global
operations

G
 LIST OF FIGURE
Table Page
TITLE
Number Number
1 Age
2 Gender
3 Educational Qualification
4 Designation
5 Experience
6 Income
7 Marital status
8 Company have an active marketing departing
9 Marketing plan starts with written objectives
10 Marketing plan involves audit and threats
11 Marketing plan details responsibilities and timingof action to be
taken
12 Marketing plan and provides the basis for evaluation and control
13 Feedback mechanism to evaluate customers response to its
products
14 Specific marketing plan driving your marketing efforts
Age vs needs expectation and behavior of targeted customers,
15 companay organized more responsive to marketing
opportunities and threats than its competitor, company makes
use of marketing informataion system
16 Gender vs market potential & marketing strategy
17 Educational qualification vs price strategy, competitive
intensity, attitude towards innovation
18 Designation vs quality of service,branding & environmental
factors
19 Income vs developments in consultancy services, industry you
sell in & promotional efforts
20 Marital status vs promotional efforts, technological
advancement & unique selling poposition
Age vs marketing strategy adopted gives customer an
21 opportunity to communicate back & strategy entails real time
responses where complaints of customers are resolved
22 Gender vs marketing has lead to widened customer & strategy
of marketing adopted has lead to increased customer response

H
 Income vs indian companies will have competitive edge and
23 ensure long term growth, devlop comprehensive digital strategy
and rethink business and opearting models & indian companies
will position themselves as attractive partners
Educational qualification vs multi-sourcing working with other
24 firms & consulting firms will need to find innovative ways of
retaining clients
Marital status vs expect that company will start resorting to
25 multimedia technology & indian company will establish global
operations

I
 ABSTRACT
A good marketing strategy does not always necessarily lead to successful marketing
performance in an organization. It depends on how marketing people translate the strategy into
action. A well formulated, but badly implemented strategy, will be effective (do the right
things), but not efficient (do things right). While correct implementation of a badly formulated
strategy will be efficient, but not effective. Firms need both effectiveness and efficiency to
optimize their performance. This study, based on existing literature, identified a list of activities
concerning the marketing strategy implementation, and investigated their nature in the process
of the strategy implementation among best calibre creator. A tested structured questionnaire
was used as a guidance in interviewing marketing managers -the respondents of the study.
Factor analysis was used to extract, if any, key dimensions across the data. The study findings
suggest that evaluation and control has greatest impact either on financial performance or
strategic performance.

10