SUMMER TRAINING REPORT

“Awareness & Implementation of ERP DBMS” IN

Public Schools, Professional Colleges, & Hospitals AT

(Roorkee, Haridwar, & Saharanpur.)

“SUBMITTED IN THE PARTIAL FULFILLMENT OF THE AWARD OF THE POST GRADUATE DIPLOMA IN MANAGEMENT GOVERNED BY SUN SHINE

EDUCATION-GREATER NOIDA”

BUSINESS SCHOOL OF DELHI(Governed by SUN SHINE EDUCATION TRUST)

SUBMITTED BY:- SUPPERVISED BY:- MR. MOHIT DHIMAN Mr. PUNIT KUMAR P G D M TRIMESTER Professor – P.G.D.M

SESSION: 2010-12 Business School – Greater Noida

Page No: 01

DECLARATION

I, Mohit Dhiman student of P.G.D.M B.S.D Greater Noida by declare that I have completed Summer Training Report on the topic “Awareness & Implementation of ERP DBMS” in Public Schools, Professional Colleges & Hospitals as part of the course requirement. For the Completion of this project I’ll take the Guidance of following peoples:-

(Verify Signatory)1. Mr. Puneet Kumar (Prof. of Account)

B S D Greater Noida (…………………………….)

2. Mr. Ritesh Pant (Branch Manger) THE PINNACLE GROUP INC., ROORKEE (…………………………….)

I further declare that the information presented in this project is true and original to the best of my knowledge.

Date: 30- July -2011

Place: Roorkee

Name: Mohit Dhiman

Roll. No: 00101276

Program: - P. G.D.M ( Iv –

Trimester)

Page No: 02

CERTIFICATION

This is to certify that ‘MOHIT DHIMAN’ has undertaken a Summer Training project on “Awareness & Implementation of ERP DBMS” in Public Schools, Professional Colleges & Hospitals at Roorkee, Haridwar & Saharanpur. Under my guidance. This work is original and has been done based on the inputs by the functional departments.

Mr. Puneet Kumar Date:

Prof. (Account)

B. S.D Greater Noida

Page No: 03

CERTIFICATE BY THE COMPANY FROM WHERE THE TRAINING IS TO BE TAKEN

Page No: 04

ACKNOWLEDGEMENT

The project title MARKETING “Awareness & Implementation of ERP

DBMS” in Public Schools, Professional Colleges & Hospitals has been

conducted by me during fourth trimester of my PGDM diploma. I have completed

this report, based on the secondary and primary data collected from various

sources, under the guidance of (Mr. Punnet Kumar) prof. of account faculty, BSD

Greater Noida .

I owe enormous intellectual debt towards my faculty guide Mr. Puneet

Kumar who has increased my knowledge in the field of marketing and helped

me learn about the process and given me valuable insight in the field of event

marketing.

I would also like to thank all the respondents without whose co-operation my

study would not have been possible.

Last but not the least I feel indebted to all those persons who had helped directly

or indirectly in successful completion of the study.

Name: Mohit Dhiman

Roll. No: 00101276

Program: - P. G.D.M ( Iv –

Trimester)

Page No: 05

PREFACE

It is well evident that work experience is vital for every professional course. In the same way practical training in an organization is must for a management student.

Without the practical exposure one cannot consider himself or herself as a qualified candidate. During the project period student can learn through his own experience, the real situation of the market and corporate world and can put his theoretical knowledge into practice. Therefore, to fulfill this requirement I completed my summer training in The Pinnacle Group Inc. Roorkee.

After entering the organization I found all the classroom study as a useless thing but as I got familiar with the work I felt the need of my previous classroom study and I began to apply it in practical situation.

I sincerely believe that there is no better place to learn this practical side of management than the industry itself.

06

TABLE OF CONTENTS

Sr. No.

Name of topic Page No.

1 Introduction

2 Scope of study

3 Objective of study

4 Research methodology

5 Company Profile

6 Advantage of IT

7 Services Details.

8 Marketing visibility

9 Data analysis and interpretation

10 Limitation and study

11 Recommendation

12 Conclusion

13 Bibliography

14 Questionnaire copy

07

INTRODUCTION

Company Profile :

The Pinnacle Group Inc. is rapidly growing IT Solutions Company specializing in providing School Management System and Digital Language Lab Software to schools and various kinds of educational and training institutions. With a track record of 500 plus successful installations in some of the most leading schools in India, The Pinnacle Group Inc. TM is now poised to reach new heights of success in its chosen field of expertise. With years of core development knowledge and domain expertise behind us, we are now also well placed to tap international markets especially in the Asia Pacific, Middle East, US and Europe.

In India, The Pinnacle Group Inc. TM has emerged as a leader in the School market for Campus management solutions& Hospital Management services by providing superior quality software solutions backed by the highest standards of customer satisfaction.

School Automation and Management Software: The Pinnacle Group Inc. has established itself as the widely accepted School administrative software in India now. This user-friendly software solves the most complex task in School administration. Many reputes school in India are happy that they are started using School Suite to meet their entire administrative and academic requirement.

08

Company Mission

Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.•To refresh the world...•To inspire moments of optimism and happiness...•To create value and make a difference.

Company Vision

Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth. •People: Be a great place to work where people are inspired to be the best they can be.

•Portfolio: Bring to the world a portfolio of The Best IT , Remote Infra Management solutions Provider.

•Partners: Nurture a winning network of customers, together we create mutual, enduring value.•Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.•Profit: Maximize long-term return to our Partners / Resellers while being mindful of our overall responsibilities.•Productivity: Be a highly effective, lean and fast-moving organization.

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Contact:1. Head Office :-

E-614, Amrapali Circle, Vaishali Nagar, Jaipur-302023 (Rajasthan)Phone: 0091-141-4113929Mobile: 0091-8875578666E-Mail ID :- info@thepinnaclegroup.in

2, Branch Office :-

53, Civil Lines, Roorkee , Distt- Haridwar (U.K)Phone:0091-9058809706 E-Mail ID :- pinnaclegroup2010@gmail.com

3. WEB ADDRESS :-

www.Hostnetindia.comwww.Thepinnaclegroup.in

10

Services of the Company

Software Developmento Desktop Applicationso ERP solutionso Management Appso Cloud Applications

Web Developmento Web Designingo Website Maintenanceo Data Driven Website developmento Web Portal developmento E-commerce Development

Open-Source customizationso PHP Development

o ROR Development

o Joomla Customization

o Wordpress Customization

o Zen-Cart Implementation

o Magento Web development

o Jquery Web Designing

SMS Serviceso Bulk SMSo Short Codeso Long Codeso Two-way SMSo API Integration

Game Developmento Flash Game Development

o Strategy Game development on ASP.Net

o I-OS Games

o Blackberry OS Games

o Windows phone 7 Games

Framework Developmento Facebook Application Developmento Open Social Developmento Android Platform Developmento I-OS Application Development o Blackberry OS Application Development

Graphic & Multimedia Designo Flash Intro Designo Logo Designo Corporate Brandingo Business Presentations/ Interactive Demonstrationso E-Brochures/ E-Catalogso Illustration Works

Internet Marketingo SEO

o Content Writing Services

o Google Adsense Management

o E-mail Marketing

Domain Serviceso Domain Registration

o Domain Renewal

o Domain Transfer

o Domain Parking

o Bulk Domain Registration

o Bulk Domain Transfer

Web Hostingo Linux Hostingo Windows Hostingo Java Hostingo Blog Hosting

Business IT solutionso Web Based IT solutiono VPS/ Dedicated Serverso IVR Solutionso SMS Solutionso Networking

Educational Services

o Short-Term Courses

o Educational Hosting

o Project Support

o Internship program

o Educational Material

o Discussion Forum

Hospital Management Systemo OPD Management o IPD Management 11o

o

o Integrated Laboratory reportingo Dr. Share accounting

Virtual Private Server

On-Line Education

o On line exam Alertso On-Line Career Counselingo On Line Test Serieso On line Assignmento Online Guidanceo Online Technical Supporto As per Your Need

12

Need of the study

In modern days, market plays a vital role in rapidly changing industrial scenario. The Marketing decline is undergoing reappraisal in the light of vast goals, technological, economic and social changes being faced by the today companies. The order to known the changes in the field of marketing it are necessary to conduct market survey.Study is conducted considering the following accepts:

Firstly, Services is the representative of I.T. market which is highly promoting with a lot of potential which is to be tapped.Secondly the behavior of the clients is very much influenced by the additional benefits he gets from I.T. products and services.Thirdly to understand the market condition of the Information Technology services like ERP solution and HMS in the present scenario and the competition level in the market.

Considered the key concerns in present day market as an attempt was made to study the awareness of ERP solution (Data Base Management System & Hospital Management system) in Roorkee.

13

Scope of the study

There is lot of scope for the further study in the project. Further study can be done in theFollowing ways:

We can make a study on Increasing usages of IT now a days.

The same study can be conducted in other areas under merits of IT Solution, here is chance to know whether The Pinnacle Group Inc. Roorkee is doing the right thing regarding the ERP solution, Service quality, proper services in working pattern.

14

Objective of the study

To study the Different services provided by The Pinnacle Group

Inc. Roorkee.

To study aspects of ERP solution in schools, Colleges & Hospitals.

To study marketing strategies adopted by “The Pinnacle Group

Inc”.

To represent a SWOT analysis of the “The Pinnacle Group Inc”.

To study the level of customer satisfaction of ERP in Roorkee.

To study the market potential.

To study customer purchase decision behaviour.

To know Customer’s perception towards ERP.

To make SWOT analyses of ERP Solution.

To identify the best season for launching of new variants.

To give proper suggestions or recommendation the company so

that can overcome from their weakness and increase their sales.

Problem identification and find its recommendation.

15

2. PRODUCT PROFILE

2.1 PRODUCT RANGE :-

There are lots of product launched by “The Pinnacle Group Inc., Roorkee in the field of I.T Solutions.

1. APNA SCHOOL :- School ERP Product.

2. HMS Software :- Software for the Hospital Management System.

16

2.2. PRODUCT DETAILS :-

1. APNA SCHOOL – THE SCHOOL ERP SOLUTION.

2. HSM – Hospital Management System :-

2.3 Importance Of I.T. - ERP

Q.1) Why is Information Technology Important in Business?

There are many businesses which are in need of the software packages for satisfying their operational as well as functional needs. For fulfilling this requirement, these companies sign deals with the software manufacturing companies. Information technology is useful in ensuring the smooth functioning of all the departments in a company such as the human resource department, finance department, manufacturing department and also in security related purposes. With the help of information technology, the companies in the automobile manufacturing sector are able to get rid of any sort of errors or mistakes in the proper functioning of the tools used for designing and manufacturing purposes. Due to the development of the information technology sector, the companies are being able to keep themselves aware of the changes in the global markets. 

Q.2) Importance of Information Technology in Education  

Importance of information technology in educational sector is well known. Information technology helps the students as well as the teachers in studying the course material easily because of fast access. Studying the subjects with the help of online libraries and dictionaries has made grasping and increasing the knowledge easy for the students. The inclusion of information technology in the syllabus in schools, colleges and universities has helped them in grasping the

subject well and getting their basics cleared. Since, many educational centers have the online grading system, it has been a boon for the parents of the children to keep a tab on their performances. Parents can also get the details of the attendance record of their child in schools.

Software and ApplicationsSoftware is an important part of information technology which relates to computer applications that enable a company to generate, store, program, and retrieve data as and when needed. There are many softwares developed for different purposes. All operations in the business sector are carried out by software that are assigned for executing specific tasks. Without these computer applications the businesses wouldn't have been able to carry out their functions in a proper and efficient manner. Operating systems, ERPs, special purpose applications, and web browsers are some examples of different softwares.

There are some softwares which are exclusively built to contribute to the proper collaborative working of all sections of the businesses, which are known as Enterprise Resource Planning (ERP). These are complex applications which enable people to efficiently manage all functions and operations of all processes in

the businesses.

Q.3) Running Businesses with Information Technology

Small scale businesses need to buy software packages that would cater to their specific management, operational, and functional needs. For this purpose, they need to approach firms and IT manufacturers who deal in such software applications. Other IT services include Internet marketing and email marketing, web hosting and promotions, and maintaining client networks. Larger businesses on the other hand have their own operational and functional employees who develop software applications and work on several IT

needs of the businesses. They usually purchase ERP softwares to coordinate different processes and functions into a single application, which is actually more convenient.

Manufacturing businesses may make use of servers and databases to store their vast data regarding inventory, B2B, B2C, FMCG (in the retail business sector), etc. Automobile manufacturers use computers to guide manufacturing and designing tools to function in a precise manner, ruling out the possibilities of any human error. Businesses all around the globe have to take the aid of information technology in some way or the other to keep themselves in sync with the market and the world. There are several departments in business organizations such as HR and recruitment, finance and payroll, administration, and security. All these departments utilize IT to carry out their respective operations in a productive manner and efficient manner.

The information technology role in business sector certainly is of a great importance, which enables businesses to effectively and successfully plan, manage, execute strategies which lead to profit. Moreover, the impact of information technology on business is on the rise, as several advancements are focused on to be implemented in various business processes.

3 RESEARCH METHODOLOGY

3.1 OBJECTIVE OF RESEARCH :-

Assessment of ERP Awareness in Corporate & Education Sector. Size of Market – Availability, Awareness, Acceptability of ERP

DBMS.Share of ERP – Share of ERP Solutions.

Customer’s Expectations :-

Required Changes, Advantages of ERP DBMS.

Competitors – Size, Share, New product launching.

3.2 RESEARCH DESIGN :-

3.2.1 SAMPLE DESIGN:

Of the total sample design Principal & Doctors survey was formulated on basis of Selective sampling and the Distributors survey was based on customize ERP DBMS sampling –

A total 15 School Surveyed.A total 05 Retailers Surveyed.

3.2.2 SEGMENTATION:

The total research area covered were segmented into two Sub-segment, i. REGION WISE. ii. Type of Organization.

a). REGION WISE :- By region wise the survey was carried out as per the

requirement of ERP DBMS. We will survey at Roorkee, Haridwar & Saharnpur.

b). Type of Organization:- By region wise the survey was carried out as per the

requirement of ERP DBMS. We will survey at two type of organization i.e. School & College.

3.3). SOURCES OF DATA :-

Data were collected from two sources –

b.1) PRIMARY SOURCES —Which include Questionnaire, Direct interview and data

collected on personal Observation. These are the data, which are collected on self-basis.

B.2) SECONDARY DATA —Which Include Journals, Magazine, News Paper And

Net. These are the data, which are collected from the secondary sources, which are made available by other organization or company through their annual report’s or journals or news magazine.

3.4 TOOLS OF ANAYSIS :-

The Major tools of analysis were Questionnaire Direct Interview/ Observation Method. The questionnaire was formulated for three categories 2 they are

Principals of School

3.4.1 QUESTIONNAIRE

Doctors of Hospitals.

All the three questionnaire are attached with annexure

3.4.2 OBSERVATION METHOD –

During the research work, I opted both the questionnaire and observation method. In observation cum interview method I have visited to different School & Hospitals around Roorkee, Saharnpur. Who deals with School and Hospital and during Interview session, I interacted with them and put various relevant questions related to ERP DBMS Retailing and tried to obtain data related to Use of ERP in Roorkee & Saharnpur area. And analyzed and compiled the provided data through Graphical representation.

3.5 ANALYSIS OF MARKET RESEARCH DATA :-

Sr. no

Organization Contact Person Purpose of Meeting

Result

1 C.M.D. INTER COLLEGE

Mr.DUSHYANT TYAGIC/N:- 9719313665

ERP PROCESS CONTINIOUE

2 KANYAINTER COLLEGE

Mr.RAMKUMARC/N:-9410372099

ERP& WEBSITE

PROCESS CONTINIOUE

3 G.S.CONVENT SCHOOL

Mr.ANKIT GUPTA C/N:-9411673872O132-2960915

ERP PROCESS CONTINIOUE

4 RASHTRIYA INTERCOLLEGE

Mr.KAVARPALSINGH C/N:- 9897123407

ERP PROCESS CONTINIOUE

5 DELHI PUBLIC SCHOOL

Miss. PUNAM SHRIVASTAV

ERP PROCESS CONTINIOUE

6 SARASVATI VIHAR Sr. Sec. SCHOOL

Mr.GANGARAM PRASHADC/N:-0132-2765131,2765132

ERP PROCESS CONTINIOUE

7 SCHOLAR A.CR Sec. SCHOOL

Mr.S.S NAGYANC/N:-9927515556

ERP PROCESS CONTINIOUE

8 NIOS ROORKEE PUBLIC Sr.Sec. SCHOOL

Mrs.BHAWNA TYGHIC/N:-9219405724

ERP PROCESS CONTINIOUE

9 S.D. INTER COLLEGE

Mr. NAVNEETC/N:-9927070057

ERP PROCESS CONTINIOUE

10 St.JHON INTER COLLEGE

Mr. TONY SAMULULAS C/N:-9927238883

ERP PROCESS CONTINIOUE

11 BHARTIYA BAL VIDHAYLAY

Mr.DENESH CHANDC/N:-0132-2728493

ERP PROCESS CONTINIOUE

12 GYAN DEEP PRASHEKSHA KANDER

Mr. B.D. PANTC/N:-9319641664

ERP PROCESS CONTINIOUE

13 CHANDHI GARH PUBLIC SCHOOL

Mr.SADAB C/N:-7669137010

ERP PROCESS CONTINIOUE

14 SWAN PUBLIC SCHOOL

Mr.GAURAVC/N:-9837187855

ERP &WEBSITE

PROCESS CONTINIOUE

15 SHEED RAJA

VIJAYSARASVATIMANDIR

Mrs. SARASVATI CHOUDHRYC/N:-01332-231472

ERP NOT REQUIRED

16 PAL NURSHING HOME

Dr.RAJENDER PAL01332-275450

HMS PROCESS CONTINIOUE

17 SWASTIK HOSPITAL

Dr.NEELAM GARGC/N:-9997244489

HMS PROCESS CONTINIOUE

18 SATH BAJORIYA DAS HOSPITAL

Dr.RAJEEVGUPTAC/N:-9411874217

HMS PROCESS CONTINIOUE

19 SAINI NURSING SCHOOL

Mr.SADHU RAM SAINIC/N:-9719141526Mr.PAWAN KUMARC/N:-9927017607,9927556156

HMS PROCESS CONTINIOUE

20 REHAMAT-ALAM-CHERETABLE-HOSPITAL

Mrs.SHABANA FIRDAUSC/N:-O1332-231332

ERP & HMS NOT REQUIRED

3.5.1CUSTOMERS SURVEY AFFINITY TOWARDS

ERP - DBMS

OPTION NO. OF RESPONDENTS

PERCENTAGE

YES 14 97

NO 6 3

ANALYSIS: The analysis shows that almost 97% of consumer surveyed take interest to use ERP. Which shows ERP are well preferred in School & Hospitals.

3.5.2 USAGE RATE :

Customer using ERP Number of customer using ERP

From 20 Customer (Out of 20)

PERCENTAGE

School 5 25Hospital 8 40

ANALYSIS: The rates of using of ERP are less frequent i.e. occasionally so companies should try to make lots of ERP a daily habit of consumer as foreign companies do.

3.5.3 MOST PREFFERED ERP TYPES :

OPTIONS NO. OF RESPONDENTS.

PERCENTAGE

School ERP 04 20Hospital ERP 06 30Accounts ERP 10 50

ANALYSIS: GOOD ERP is most popular in almost all segments of Consumer surveyed and predefined ERP next preferred after it.

3.5.4 MOST POPULAR ERP

OPTIONS NO.OF RESPONDENTS

PERCENTAGE

School ERP 34 23Hospital ERP 36 24Accounts ERP 80 53

ANALYSIS: ACCOUNT ERP is the most popular brand in the market, which holds more than 50 % share in Total market of ERP MARKET.

3.5.5 CONSUMER AWARNESS

OPTION NO. OF RESPONDENTS

PERCENTAGE

YES17 88

NO 3 12

ANALYSIS: People are well aware of ERP Solutions. As about 88 % of customer surveyed are like to use Customize ERP. Which means that ERP is quite popular Brand in India.

3.5.6 SATISFACTION LEVEL OF CONSUMERS RREGARDING ERP:-

OPTION NO. OF RESPONDENTS

PERCENTAGE

VERY GOOD 44 33SATISFACTORY 78 59

POOR 10 8

ANALYSIS: The Graph shows that image of ERP Solution are quite Satisfactory in the eye of Consumers Surveyed. The company Should require improving its Brand Image in ERP DBMS By increasing satisfaction level of consumption.

3.5.7 REASONS FOR BUYING ERP DBMS :-

OPTION NO. OF RESPONDENTS

PERCENTAGE

GOOD WORKING 45 35BRAND NAME 55 42

ADVERTISEMENT 14 11REASONABLE

COST18 12

ANALYSIS: This shows that Price is not the reason which appeals Consumers to Buy ERP but its Good Working and Brand name attracts Consumers, whereas Advertisements and Reasonable can be the secondary factor to buy ERP.

3.5.8 BRAND LOYALTY :-

OPTIONNO. OF

RESPONDENTSPERCENTAGE

YES 18 79NO 02 21

ANALYSIS: From this we can analyze that in spite of increase in price 79 % of consumers surveyed will still stuck to their favorite Brand Software Companies. Therefore reduction in price will hardly matter in the Consumption of ERP.

3.5.9 CONSUMER’S VIEWS ON IMPROVEMENT OF ERP DBMS Software:-

OPTIONNO. OF

RESPONDENTSPERCENTAGE

YES 18 80NO 20 20

ANALYSIS : This shows that most of the consumer surveyed are unsatisfied with the present variant and wants Improvements of ERP DBMS.

3.5.10 TYPES OF IMPROVEMENTS DEMANDED BY CONSUMERS IN ERP DBMS

OPTIONNO. OF RESPONDENTS PERCENTAGE

CHANGE IN WORKING PATTERN

35 29

CHANGE IN WORK PROFILE

64 53

REASONABLE PRICING 21 18

ANALYSIS: In this analysis more than 50 % of Consumers have demanded for change in WORK PROFILE IN ERP there fore the company should try to improve the work profile of ERP

4. SUGGESTED MARKETING STRATEGIES (Theoretical concept)

The term, marketing, is conventionally associated with promotion and selling of products or services to consumers, where the promotion is done using mass media like newspapers, magazines, T.V. or billboards. But is this all? No. The concept of marketing can be enlarged to include in its purview the whole gamut of communication process geared towards persuading others. Marketing, broadly defined, is getting your ideas across to the people and influencing them to act accordingly, thereby, achieving what you want. It is not that marketing is done only by the corporate at the marketplace; even you and I indulge in marketing in day-to-day life. Say, you want to win that crucial student body election or you want to motivate your reluctant friends to come along with you to Goa. What will you do? You will market yourself or your ideas convincingly and succinctly, so that you/your ideas stand out among the crowd. This means your selling pitch should be unique, so that the others sit up and take notice. It should easily be discernible from the others; in other words, it should stand out in multitude. Brand Definition

Brand, An identifying symbol, words, or mark that distinguishes a product or company from its competitors. Usually brands are registered (trademarked) with a regulatory authority and so cannot be used freely by other parties. For many products and companies, branding is an essential part of marketing Branding allows a company to differentiate themselves from the competition and, in the process, to bond with their customers to create loyalty. So a position is created in the marketplace that is much more difficult for the competition to poach. A satisfied customer may leave. But a loyal one is much less likely to.

How To Make Your Brand Expressive.

Segmentation - demographics, behaviors, needs & values, situational segmentation

Choose your trademark architecture Develop your brand trademark "look and feel" Advertising Promotions Public relations Define pricing policy Design packaging Ensure the legal protection of trademarks Develop a plan for formal communications

Direct marketing/mail/catalogs Events/exhibitions/fairs Literature/brochures/data sheets/price pages Develop store design/layout

Tracking performance and effectiveness of the value of brand

Track brand equity Identify future events & needs Track the effectiveness of product portfolio Track the effectiveness of service Track the effectiveness of communications Track the effectiveness of Backup system. Track the effectiveness of pricing strategy

4.1 Developing a Brand plan

The fastest moving companies today plan on a continuous basis rather than on an annual one, and use business scorecards to map their

performance in each area of the action plan from total business to individual performance level.

Key elements of a brand plan would include: Brand vision (long term) Brand mission (mid term) Market definition Situation analysis Market size and forecasts Market dynamics and trends Market structure and share of trade at supplier, intermediary,

and end customer level segmentation. Brand scope (own and competitor brand architectures and

performance, brand definitions, comparative brand strategies, brand competencies)

Market attraction vs. brand competency chart Alternative scenarios for the next 2-5 years Key programs and their goals Brand objectives

4.2 Naming a brand

TrademarksNaming brand is one aspect of developing a brand identity that can be trademarked. Other elements are:

Graphical design (the Nike® "swoosh", the Coca-Cola® bottle design)

Type face Use of color (Green for Dettol, Blue for Cadbury, Red for Nestle) Sounds (like Airtel tune,)

4.3 SEGMENTATION

The foundation of a successful branding strategy is compelling segmentation, answering the following questions:

With whom are we have to build long-term relationships and on what basis?

What will make these customers special to us, and what will make us special to them?

Above all, how will we recognize them when we see them?

You can use at least four levels of segmentation: Demographic segmentation. Behavioral segmentation. Needs and values segmentation. Situational segmentation.

In more detail…

1. Demographic segmentationThis is the standard segmentation of the "broken down by

age and sex" variety. Additional demographic segmentations would include socio-economic class, life stage, geographical region, number of people in a household, income and, in business-to-business markets, industry classification, number of employees and turnover.Demographic segmentations tell about how to recognize people but are much less helpful in identifying motivations. For instance, people in a certain income bracket do not all behave the same way, nor do those of the same sex or those living in the same part of the country.

2. Behavioral segmentationExamples of behavioral segmentations would be Internet

shoppers, frequent flyers, night workers, and buyers of competitive products/services or special offer seekers. They often tell you how and where to find people, but not what to say to them when you do (except perhaps in the case of special offer seekers).

3. Needs and values segmentationNeeds and values segmentations answer why customers

behave as they do, and therefore indicate how we should position our brand. There are many highly sophisticated market research techniques, often based on psychological theories, aimed at uncovering customers' hidden needs and values.These needs and values will usually work at several levels, from what customers volunteer as being their motivations through to deep psychological needs, which they would be most uncomfortable discussing.

4. Situational segmentationIt has been argued that the same people behave more

differently in different situations than do different people in the same situations. Situational segmentations recognize, for instance, that when people have plenty of time to browse the shelves they will behave differently than when they are in a hurry. Indeed, they may be happy to buy products when they are in a hurry that they would not dream of buying at any other time.

Next steps

Having identified the segmentations in your market at several levels, there is a need to ensure three things:

That the segment is large enough and profitable enough to be worth your while. If not, you may have to combine segments

That the segment is recognizable. If you cannot find them by way of demographics, a communication channel, or a short screening exercise, can they find you?

That your chosen segment(s) will choose to do business with you

4.4 MARKETING MIX

In market as there many types of products are available so it becomes difficult for the marketers to peruse the right segment market so that they can position their product effectively to target customer. In order for this they use mix of tools of marketing, which is, know as marketing mix. Marketing mix is a set of marketing tools that the firm uses to peruse its marketing objectives in the target market. Theses tool s can be classified broadly into four Ps of marketing, Product, Price, Place, and Promotion.

MARKETING MIX

PRODUCT PRICE PLACE PROMOTION1. Variety 1. List Price 1. Channels 1. Advertisements2. Quality 2. Discounts 2. Coverage 2. Sales Force3. Design 3. Allowances 3. Locations 3. Public Relations4. Brand Name 4. Credit Norms 4. Inventory 4. Direct Marketing

Figure 3.

PRODUCT –Product is the offering that is made to customer, which satisfy

their wants. This is the most important tool that company uses to attract consumer. As for Amul butter is their most profit-earning product as Dairy Milk for Cadbury.

PRICE – Price is the critical marketing tool. Price is namely the amount

of Money that customers have to pay for the product. It is only mix that produces revenue for the company.

The two-price points under which Amul Chocolates are available are Rs 10, and Rs 5.

TARGET MARKET

PLACE –A place is key marketing mix tool, stands for the various

activities the company undertakes to make the product accessible and available to the Target Customers.

PROMOTION – Promotion is an important tool, which stands for the various marketing activities that the company undertakes to promote its product to the target market.

As Amul now provide schemes to Retailers of 1 unit Free with 20 units of Amul Chocolates.

4.5 PROMOTIONAL MIX

Promotion consists of those activities that are design to bring companies goods or services to the target customers.

The promotional activities are concerned with:

Informing the people about products distinct wants—satisfying characteristics and its availability.

Reminding people periodically about the product and its roles.

Persuading the people, prospective buyers that make people do what they might not otherwise do what they do not really want to do.

Promotional Tools

4.6 ADVERTISING:

On one hand advertisement can be use to build up a long term relationship for a product (utterly buttery delicious), Advertisement is an effective way to reach numerous geographically dispersed buyers at a low

cost per exposure. Certain forms of advertising such as TV advertising, can require a large budget, while other forms, such as newspaper advertising can be done on small budget.

1. SALE PROMO:

Companies use sales promo tools to create a stronger and quicker response. Sales promotion can be used to dramatize the product offer and to boost sagging sales. Sales promotion effects are usually short run, however, and not in building long run Brand preference.

2. DIRECT MARKETING:

The message is normally addressed to a specific Person and does not reach other. It can be customized to appeal to the addressed individual. It can be prepared very quickly for delivery to an individual.

3. PUBLIC RELATION AND PUBLICITY:

Public relation can reach many prospects who might avid sales people advertising, a potential for dramatizing the company product. A well thought public relation program coordinated with promotion mix elements could be extremely effective.

4.6.1 ADVERTISING BRAND

Key Action Points

Define the measurable objectives for advertising campaign Develop a comprehensive briefing document for the advertising

agency, including: What is our brand horizon (where do we want it to be in the

medium/long term)? What are the measurable objectives for the advertising campaign? How will we measure the results? How is our brand defined? What is our target audience? What are the other communications activities are to be conducted? What is the competition doing? Treat media buying as a separate issue, and consider hiring a specialist

media agency Having appointed the advertising agency of choice, work on building

a long-term relationship

Objectives of advertising

Advertising has different roles at different times: Introducing the brand to potential customers Building the brand into the potential customer's landscape Tempting potential customers to give the brand a test Encouraging existing customers to buy the brand again/more often Strengthening relationships between customers & the brand

It can therefore have many objectives:

Awareness & recognition of the brand Familiarity with the brand Favorability towards the brand Belief in brand values Emotional bonding to the brand Propensity to purchase the brand

Propensity to pay a premium price for the brand Developing the brand as a talking point

Some agencies offer eye-tracking research that tells the advertiser which part of a printed advertisement held the consumers' attention. Consumers' eyes often dart around a printed advertisement, missing the main messages & the brand identification, because they cannot find its focal point or any point of entry. The ideal printed advertisement provides a clear flow for the consumer to follow.

5. DISTRIBUTION CHANNEL

In today’s economy, most producers do not sale goods directly to final consumer. But between them and final consumer their stand host of marketing intermediaries such as Brokers, Distributors, retailers, sales agents searching of customers and may negotiate on behalf of the producers and do not take the title of the goods these are what called middleman

The distribution channel of “The Pinnacle Group Inc.” of

Technical Department H.O

Branch Office

School

Hospital

Commercial

A distribution channels performs the works of moving goods from the producer to consumers. It overcomes the line, place and increases the utility of goods and services.

7.3 RECOMMENDATIONS

As the Company “The Pinnacle Group Inc.” Are taking some efforts but still it should consider some suggestion, which I intended to put forward to the organization this, have been developed through discussion with customers

Improvement in Working Areas Should be make more interacting software’s. Try to introduce more variants and different price points Should make attractive ads and promos of ERP & IT Products

, as there is no advertisement till now. Customer schemes should be made by which they can easily

use the ERP Solutions. Should try to provide proper service to its Channel of

Marketing and awareness of their services. More Product variety.

8. LIMITATIONS

Time constraints due to time constraints I have not been able to cover all the regions. Had to cover only those regions, which come under beat plans ERP Solution& IT product.

Some clients were unwilling to give information, as they were not at all interested in dealing with ERP DBMS & H M S.

There might be possibility of biased information by some clients due to misrepresentation of facts.

Analysis is totally depending on surveyors and analyst ability. So the personal bias or inability may affect the result of the survey.

9. LEARNING EXPERIENCES

Working in an organization like The Pinnacle Group Inc. wonderful experience for me to know about various IT services and it’s necessity, importance & awareness in today’s world of technology. It has given a practical knowledge of marketing and skills implemented rather than theoretical knowledge.

Working under the guidance of an branch manager of The Pinnacle Group Inc. RoorkeeMr. Ritesh Pant helped me to gather first hand experience of market and some practical experience of life.

1. How to enter into the market, through proper study of market elements.

2. How to convince the parties / people (like Clients) so that they will purchase our product.

3. Marketer must have deep knowledge of the product with which he is dealing.

4. Knowledge of the company in which a person is working is not enough but the knowledge

of the competitor and corporate world is also must.

5. A marketer must always keep this proverb in his mind that “Customer is king” so he

should try to take care of the demand of his customer

6. A person should well know hierarchy level of management in the organization, which he is

working.

7. Confidence level should be high.

8. Should always be ready to face any kind of problem that exists in the market or in

company.

9. Good listening or tolerance power is must. He should always remember that listening is

much more required than speaking.

10. Good relation with employee where you are working is must.

CONCLUSION

After analyzing the study for the topic AWERENESS & IMPLEMENTATIO OF ERP –DBMS we can draw the following conclusion:-

The survey being done in rural area and urban area’s of roorkee . It is seen that as compared the urban area .The awareness of ERP solution in rural area is very less then as compared of concern .We have face difficulty in execution of over IT product and services.

The ratio during our survey we have found that almost 70% of the people in urban area’s are awareness of ERP solution. But in the rural area show the different picture, only 30% people are awareness of ERP solution.So it is a issue of major concern.

10. ANNEXURE

CUSTOMER’S QUESTIONNAIRE

1.What kind of technical process adapted by your organization a based on your working profile ?

(a) Manual (b) I.T Customize.

2. Which type of working you have ?

(a) Technical (b) Non-Technical (c) commercial

3. Technical knowledge about the D B M S? (a) Yes (b) NO (C) Some what

4. Mode of maintaining the D B M S of the organization and records ?

(a) Online (b) Offline (C) Some what

5. What are problems do the face in ERP solution or manual data base ?

(a) Time consuming (b) storage of data (c) Data recovery (d) Lack of technical knowledge

6. Interest for using the ERP solution for DBMS management? (a) ) Yes (b) NO (C) Yet not required

7. Type of resources that required?

(a) Manual record (b) Technical record

8. Staff cost for maintaining record and accounting?

(a) 0 -10,000 (b) 20,000 – 30,000 (c) 30,000 – 50,000

9. Type of record security (MODE)?

(a) Disaster backup facility (Yes) (b) Default backup facility (Yes) (No) (No)

10. Total strength the staff direct or indirect student?

(a) Up to 20 (b) Up to 50 (c) Up to 150.

11. Type of ERP required? (a) Online mode (b) Offline mode 12. Expected financial assets for ERP?

(a)15000 – 25000 (b) 25000 – 35000 (c) 35000 – 50,000 above

13. Do you have any website or it’s related problem?

(a) Yes (b) No (c) if yes specify (d) if No specify

14. You want to upgrade your website?(a) Yes (b) No (c) Not yet required

15. Which mode do you use for backup (Data backup)?What mode.

(a) Offline (hard copy) (b) Online (soft copy)

11. REFERENCES

ARTICLES/JOURNALS/BOOKS

Phillip Kotler, Marketing Management.

WEBSITES

www.school.thepinnacle.com

1. Head Office :-

E-614, Amrapali Circle, Vaishali Nagar, Jaipur-302023 (Rajasthan)Phone: 0091-141-4113929Mobile: 0091-8875578666E-Mail ID :- info@thepinnaclegroup.in

2, Branch Office :-

53, Civil Lines, Roorkee , Distt- Haridwar (U.K)Phone:0091-9058809706 E-Mail ID :- pinnaclegroup2010@gmail.com

3. WEB ADDRESS :-

www.Hostnetindia.comwww.Thepinnaclegroup.in