A

SUMMER TRAINING
PROJECT REPORT ON
“MARKETING STRATEGY & SALES PROMOTION
TOWARDS HOMEFLIC WEGROW”

For the partial fulfillment for the award of the

Degree of
BACHELOR IN COMMERCE (HONOURS)

GUIDED BY: SUBMITTED BY:

MRS. NIDHI SINGH HAMZA MASROOR
Assistant Professor Roll No.: 192600050006
ICCMRT, Lucknow B.Com (Hons.)

INSTITUTE OF CO-OPERATIVE & CORPORATE

MANAGEMENT, RESEARCH AND TRAINING,
LUCKNOW
SESSION – 2021-22
1
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MANAGEMENT, RESEARCH AND TRAINING
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21/467, RING ROAD INDRA NAGAR LUCKNOW -226016

CERTIFICATE

This is to certify that HAMZA MASROOR, a student of Bachelor of

Commerce (Honours) Programme (Batch 2019-2022) at this Institute
has prepared a Summer Training in “HOMEFLIC WEGROW” from
16 July 2021 to 16 August 2021 and carried out a study titled
“Marketing & Sales Promotion towards Homeflic Wegrow”. He has
prepared a report on the study carried out by him in the organization.

The Student has also made a presentation before a panel of experts at

the Institute.

CERTIFIED CERTIFIED

DR. NAMITA SRIVASTAVA MRS. NIDHI SINGH

Principal U.G. Programme Assistant Professor
ICCMRT

2
Space For Certificate

3
 DECLARATION BY THE STUDENT

This is to certify that the present Summer Internship Report entitled

“MARKETING STRATEGY & SALES PROMOTION TOWARDS

HOMEFLIC WEGROW” is my original work. This Summer Internship

Report fulfils the requirement of the “B.Com (Hons.)” degree of this

University. It does not form the basis for the award of any degree or

diploma from any other university or institution.

HAMZA MASROOR
Roll No: 192600050006
B.Com (Hons.)

4
 ACKNOWLEDGEMENT

I would like to express my gratitude to INSTITUTE OF CO-

OPERATIVE & CORPORATE MANAGEMENT, RESEARCH
AND TRAINING, LUCKNOW for including summer internship
programme as a course which has provided an opportunity to gain
practical working experience in the organisation.

My sincere gratitude to MR. ARPIT LOCHAN (Company Guide) for

giving me a chance to do my internship in the Homeflic Wegerow E-
Learning firm.

I acknowledge the sincere assistance provided to me from several rather

unexpected quarters during the course of execution of this study. It
would be a mammoth task to place on record my gratitude to each and
every one of them but a whole hearted attempt would be made
nevertheless, least I be branded grateful.

Lastly I would like to thank MRS. NIDHI SINGH coordinator of

B.Com (Hons.) for her valuable instruction and guidance during the
internship programme.

HAMZA MASROOR
Roll No: 192600050006
B.Com (Hons.)

5
 PREFACE

As a part of the B.COM (HONS.) curriculum and in order to gain

practical knowledge in the field of management, we are required to

make a report on “MARKETING STRATEGY & SALES

PROMOTION TOWARDS HOMEFLIC WEGROW”. The basic

objective behind doing this project report is to get knowledge tools of

different tools of marketing.

In this project report we discuss the different strategies of marketing

and current scenario in real estate.

Doing this Project report helped us to enhance our knowledge

regarding the different areas of investment in real estate, regarding

satisfying different needs of distinguish customers, we doing undergo

many experiences related with our topic concepts. Through this report

we come to know about importance of team work and role of devotion

towards the work.

6
 TABLE OF CONTENTS

CONTENTS PAGES

Certificate 2

Declaration 4

Acknowledgment 5

Preface 6

Introduction 8 - 26

Company Profile 27 - 39

Need, Scope & Objectives of the Study 40

Research Methodology 41

Data analysis & Interpretation

Findings

Conclusion

Suggestions
7
Limitation

Reference

INTRODUCTION

Marketing strategy

Marketing strategy is the goal of increasing sales and achieving a

sustainable competitive advantage. Marketing strategy includes all basic
and long-term activities in the field of marketing that deal with the
analysis of the strategic initial situation of a company and the formulation,
evaluation and selection of market-oriented strategies and therefore
contribute to the goals of the company and its marketing objectives.

Developing a marketing strategy

Marketing strategies serve as the fundamental underpinning of marketing

plans designed to fill market needs and reach marketing objectives. Plans
and objectives are generally tested for measurable results. Commonly,
marketing strategies are developed as multi-year plans, with a tactical plan
detailing specific actions to be accomplished in the current year. Time
horizons covered by the marketing plan vary by company, by industry,
and by nation, however, time horizons are becoming shorter as the speed
of change in the environment increases. Marketing strategies are dynamic
and interactive. They are partially planned and partially unplanned.
See strategy dynamics. Marketing strategy needs to take a long-term view,
and tools such as customer lifetime value models can be very powerful in
helping to simulate the effects of strategy on acquisition, revenue per
customer and churn rate.
8
Marketing strategy involves careful and precise scanning of the internal
and external environments. Internal environmental factors include
the marketing mix and marketing mix modeling, plus performance
analysis and strategic constraints. External environmental factors include
customer analysis, competitor analysis, target market analysis, as well as
evaluation of any elements of the technological, economic, cultural or
political/legal environment likely to impact success. A key component of
marketing strategy is often to keep marketing in line with a company's
overarching mission statement.

Once a thorough environmental scan is complete, a strategic plan can be

constructed to identify business alternatives, establish challenging goals,
determine the optimal marketing mix to attain these goals, and detail
implementation. A final step in developing a marketing strategy is to
create a plan to monitor progress and a set of contingencies if problems
arise in the implementation of the plan.

Marketing Mix Modeling is often used to help determine the optimal

marketing budget and how to allocate across the marketing mix to achieve
these strategic goals. Moreover, such models can help allocate spend
across a portfolio of brands and manage brands to create value.

Diversity of Strategies

Marketing strategies may differ depending on the unique situation of the

individual business. However, there are a number of ways of categorizing
some generic strategies. A brief description of the most common
categorizing schemes is presented below:

9
Strategies based on market dominance - In this scheme, firms are
classified based on their market share or dominance of an industry.
Typically there are four types of market dominance strategies:

 Leader

 Challenger

 Follower

 Nicher

According to Shaw, Eric (2012). "Marketing Strategy: From the Origin of

the Concept to the Development of a Conceptual Framework". Journal of
Historical Research in Marketing., there is a framework for marketing
strategies.

 Market introduction strategies

"At introduction, the marketing strategist has two principle strategies to

choose from: penetration or niche" (47).

 Market growth strategies

"In the early growth stage, the marketing manager may choose from two
additional strategic alternatives: segment expansion (Smith, Ansoff) or
brand expansion (Borden, Ansoff, Kerin and Peterson, 1978)" (48).

 Market maturity strategies

"In maturity, sales growth slows, stabilizes and starts to decline. In early
maturity, it is common to employ a maintenance strategy (BCG), where
the firm maintains or holds a stable marketing mix" (48).

10
 Market decline strategies

At some point the decline in sales approaches and then begins to exceed
costs. And not just accounting costs, there are hidden costs as well; as
Kotler (1965, p. 109) observed: 'No financial accounting can adequately
convey all the hidden costs.' At some point, with declining sales and rising
costs, a harvesting strategy becomes unprofitable and a divesting strategy
necessary" (49).

Early marketing strategy concepts

 Borden's "marketing mix"

"In his classic Harvard Business Review (HBR) article of the marketing
mix, Borden (1964) credits James Culliton in 1948 with describing the
marketing executive as a 'decider' and a 'mixer of ingredients.' This led
Borden, in the early 1950s, to the insight that what this mixer of
ingredients was deciding upon was a 'marketing mix'".

 Smith's "differentiation and segmentation strategies"

"In product differentiation, according to Smith (1956, p. 5), a firm tries

'bending the will of demand to the will of supply.' That is, distinguishing
or differentiating some aspect(s) of its marketing mix from those of
competitors, in a mass market or large segment, where customer
preferences are relatively homogeneous (or heterogeneity is ignored,
Hunt, 2011, p. 80), in an attempt to shift its aggregate demand curve to the
left (greater quantity sold for a given price) and make it more inelastic
(less amenable to substitutes). With segmentation, a firm recognizes that it
faces multiple demand curves, because customer preferences are

11
heterogeneous, and focuses on serving one or more specific target
segments within the overall market" (35).

Dean's "skimming and penetration strategies"

"With skimming, a firm introduces a product with a high price and after
milking the least price sensitive segment, gradually reduces price, in a
stepwise fashion, tapping effective demand at each price level. With
penetration pricing a firm continues its initial low price from introduction
to rapidly capture sales and market share, but with lower profit margins
than skimming".

 Forrester's "product life cycle (PLC)"

"The PLC does not offer marketing strategies, per se; rather it provides an
overarching framework from which to choose among various strategic
alternatives".

Corporate strategy concepts

 Andrews' "SWOT analysis"

"Although widely used in marketing strategy , SWOT (also known as

TOWS) Analysis originated in corporate strategy. The SWOT concept, if
not the acronym, is the work of Kenneth R. Andrews who is credited with
writing the text portion of the classic: Business Policy: Text and Cases
(Learned et al., 1965)" (41).

 Ansoff's "growth strategies"

12
"The most well-known, and least often attributed, aspect of Igor Ansoff's
Growth Strategies in the marketing literature is the term 'product-market.'
The product-market concept results from Ansoff juxtaposing new and
existing products with new and existing markets in a two by two matrix"
(41-42).

Porter's "generic strategies"

Porter generic strategies – strategy on the dimensions of strategic scope

and strategic strength. Strategic scope refers to the market penetration
while strategic strength refers to the firm's sustainable competitive
advantage. The generic strategy framework (porter 1984) comprises two
alternatives each with two alternative scopes. These
are Differentiation and low-cost leadership each with a dimension
of Focus-broad or narrow.

 Product differentiation

 Cost leadership

 Market segmentation

Innovation strategies

Innovation strategies deal with the firm's rate of the new product
development and business model innovation. It asks whether the company
is on the cutting edge of technology and business innovation. There are
three types:

 Pioneers

 Close followers

13
 Late followers

Growth strategies

In this scheme we ask the question, "How should the firm grow?". There
are a number of different ways of answering that question, but the most
common gives four answers:

 Horizontal integration

 Vertical integration

 Diversification

 Intensification

These ways of growth are termed as organic growth. Horizontal growth is

whereby a firm grows towards acquiring other businesses that are in the
same line of business for example a clothing retail outlet acquiring a food
outlet. The two are in the retail establishments and their integration lead to
expansion. Vertical integration can be forward or backward. Forward
integration is whereby a firm grows towards its customers for example a
food manufacturing firm acquiring a food outlet. Backward integration is
whereby a firm grows towards its source of supply for example a food
outlet acquiring a food manufacturing outlet.

Raymond Miles' Strategy Categories

In 2003, Raymond Miles proposed a more detailed scheme using the

categories: Miles, Raymond (2003). Organizational Strategy, Structure,
and Process. Stanford: Stanford University Press. ISBN 0-8047-4840-3.

 Prospector

14
 Analyzer

 Defender

 Reactor

 Marketing warfare strategies – This scheme draws parallels between

marketing strategies and military strategies.

BCG's "growth-share portfolio matrix" "Based on his work with

experience curves (that also provides the rationale for Porter's low cost
leadership strategy), the growth-share matrix was originally created by
Bruce D. Henderson, CEO of the Boston Consulting Group (BCG) in
1968 (according to BCG history). Throughout the 1970s, Henderson
expanded upon the concept in a series of short (one to three page) articles
in the BCG newsletter titled Perspectives (Henderson, 1970, 1972, 1973,
1976a, b). Tremendously popular among large multi-product firms, the
BCG portfolio matrix was popularized in the marketing literature by Day
(1977)" (45).

Strategic models

Marketing participants often employ strategic models and tools to analyze

marketing decisions. When beginning a strategic analysis, the 3C's
model can be employed to get a broad understanding of the strategic
environment. An Ansoff Matrix is also often used to convey an
organization's strategic positioning of their marketing mix. The 4Ps can
then be utilized to form a marketing plan to pursue a defined
strategy. Marketing Mix Modeling is often used to simulate different
strategic flexing go the 4Ps. Customer lifetime value models can help
simulate long-term effects of changing the 4Ps, e.g.; visualize the multi-

15
year impact on acquisition, churn rate, and profitability of changes to
pricing. However, 4Ps have been expanded to 7 or 8Ps to address the
different nature of services.

There are many companies, especially those in the consumer package

goods (CPG) market, that adopt the theory of running their business
centered around consumer, shopper and retailer needs. Their marketing
departments spend quality time looking for "growth opportunities" in their
categories by identifying relevant insights (both mindsets and behaviors)
on their target consumers, shoppers and retail partners. These growth
opportunities emerge from changes in market trends, segment dynamics
changing and also internal brand or operational business challenges. The
marketing team can then prioritize these growth opportunities and begin
to develop strategies to exploit the opportunities that could include new or
adapted products, services as well as changes to the 7Ps.

Real-life marketing

Real-life marketing primarily revolves around the application of a great

deal of common-sense; dealing with a limited number of factors, in an
environment of imperfect information and limited resources complicated
by uncertainty and tight timescales. Use of classical marketing techniques,
in these circumstances, is inevitably partial and uneven.

Thus, for example, many new products will emerge from irrational
processes and the rational development process may be used (if at all) to
screen out the worst non-runners. The design of the advertising, and the
packaging, will be the output of the creative minds employed; which
management will then screen, often by 'gut-reaction', to ensure that it is
reasonable.

16
For most of their time, marketing managers use intuition and experience
to analyze and handle the complex, and unique, situations being faced;
without easy reference to theory. This will often be 'flying by the seat of
the pants', or 'gut-reaction'; where the overall strategy, coupled with the
knowledge of the customer which has been absorbed almost by a process
of osmosis, will determine the quality of the marketing employed. This,
almost instinctive management, is what is sometimes called 'coarse
marketing'; to distinguish it from the refined, aesthetically pleasing, form
favored by the theorists.

An organization's strategy combines all of its marketing goals into one

comprehensive plan. A good marketing strategy should be drawn from
market research and focus on the right product mix in order to achieve the
maximum profit potential and sustain the business. The marketing
strategy is the foundation of a marketing plan.

Marketing planning

A marketing plan may be part of an overall business plan.

Solid marketing strategy is the foundation of a well-written marketing
plan. While a marketing plan contains a list of actions, a marketing plan
without a sound strategic foundation is of little use.

The marketing planning Definition and example

A marketing plan is a comprehensive blueprint which outlines an

organization's overall marketing efforts. A marketing process can be
realized by the marketing mix, which is outlined in step 4. The last step in
the process is the marketing controlling.

17
The marketing plan can function from two points: strategy and tactics (P.
Kotler, K.L. Keller). In most organizations, "strategic planning" is an
annual process, typically covering just the year ahead. Occasionally, a few
organizations may look at a practical plan which stretches three or more
years ahead.

Marketing planning aims and objectives

Behind the corporate objectives, which in themselves offer the main

context for the marketing plan, will lie the "corporate mission," in turn
provides the context for these corporate objectives. In a sales-oriented
organization, the marketing planning function designs incentive pay plans
to not only motivate and reward frontline staff fairly but also to align
marketing activities with corporate mission. The marketing plan basically
aims to make the business provide the solution with the awareness with
the expected customers.

This "corporate mission" can be thought of as a definition of what the

organization is, or what it does: "Our business is ...". This definition
should not be too narrow, or it will constrict the development of the
organization; a too rigorous concentration on the view that "We are in the
business of making meat-scales," as IBM was during the early 1900s,
might have limited its subsequent development into other areas. On the
other hand, it should not be too wide or it will become meaningless; "We
want to make a profit" is not too helpful in developing specific plans.

Abell suggested that the definition should cover three dimensions:

"customer groups" to be served, "customer needs" to be served, and
"technologies" to be used.[1] Thus, the definition of IBM's "corporate
mission" in the 1940s might well have been: "We are in the business of

18
handling accounting information [customer need] for the larger US
organizations [customer group] by means of punched cards [technology]."

Perhaps the most important factor in successful marketing is the

"corporate vision." Surprisingly, it is largely neglected by marketing
textbooks, although not by the popular exponents of corporate strategy —
indeed, it was perhaps the main theme of the book by Peters and
Waterman, in the form of their "Super ordinate Goals." "In Search of
Excellence" said: "Nothing drives progress like the imagination. The idea
precedes the deed." If the organization in general, and its chief executive
in particular, has a strong vision of where its future lies, then there is a
good chance that the organization will achieve a strong position in its
markets (and attain that future). This will be not least because its
strategies will be consistent and will be supported by its staff at all levels.
In this context, all of IBM's marketing activities were underpinned by its
philosophy of "customer service," a vision originally promoted by the
charismatic Watson dynasty. The emphasis at this stage is on obtaining a
complete and accurate picture.

A "traditional" — albeit product-based — format for a "brand reference

book" (or, indeed, a "marketing facts book") was suggested by Godley
more than three decades ago:

1. Financial data—Facts for this section will come from management

accounting, costing and finance sections.

2. Product data—from production, research and development.

3. Sales and distribution data — Sales, packaging, distribution

sections.

19
 4. Advertising, sales promotion, merchandising data — Information
from these departments.

5. Market data and miscellany — From market research, who would

in most cases act as a source for this information. His sources of
data, however, assume the resources of a very large organization.
In most organizations they would be obtained from a much smaller
set of people (and not a few of them would be generated by the
marketing manager alone).

It is apparent that a marketing audit can be a complex process, but the aim
is simple: "it is only to identify those existing (external and internal)
factors which will have a significant impact on the future plans of the
company." It is clear that the basic material to be input to the marketing
audit should be comprehensive.

Accordingly, the best approach is to accumulate this material

continuously, as and when it becomes available; since this avoids the
otherwise heavy workload involved in collecting it as part of the regular,
typically annual, planning process itself — when time is usually at a
premium.

Even so, the first task of this annual process should be to check that the
material held in the current facts book or facts files
actually is comprehensive and accurate, and can form a sound basis for
the marketing audit itself.

The structure of the facts book will be designed to match the specific
needs of the organization, but one simple format — suggested by
Malcolm McDonald — may be applicable in many cases. This splits the
material into three groups:
20
1. Review of the marketing environment. A study of the
organization's markets, customers, competitors and the overall
economic, political, cultural and technical environment; covering
developing trends, as well as the current situation.

2. Review of the detailed marketing activity. A study of the

company's marketing mix; in terms of the 7 Ps - (see below)

3. Review of the marketing system. A study of the marketing

organization, marketing research systems and the current marketing
objectives and strategies. The last of these is too frequently
ignored. The marketing system itself needs to be regularly
questioned, because the validity of the whole marketing plan is
reliant upon the accuracy of the input from this system, and
`garbage in, garbage out' applies with a vengeance.

 Portfolio planning. In addition, the coordinated planning of the

individual products and services can contribute towards the
balanced portfolio.

 80:20 rule. To achieve the maximum impact, the marketing

plan must be clear, concise and simple. It needs to concentrate
on the 20 percent of products or services, and on the 20 percent
of customers, that will account for 80 percent of the volume and
80 percent of the profit.

 7 Ps: Product, Place, Price and Promotion, Physical

Environment, People, Process. The 7 Ps can sometimes divert
attention from the customer, but the framework they offer can
be very useful in building the action plans.

21
It is only at this stage (of deciding the marketing objectives) that the
active part of the marketing planning process begins. This next stage in
marketing planning is indeed the key to the whole marketing process.

The "marketing objectives" state just where the company intends to be at

some specific time in the future.

James Quinn succinctly defined objectives in general as: Goals (or

objectives) state what is to be achieved and when results are to be
accomplished, but they do not state "how" the results are to be achieved.
[3]
They typically relate to what products (or services) will be where in
what markets (and must be realistically based on customer behavior in
those markets). They are essentially about the match between those
"products" and "markets." Objectives for pricing, distribution, advertising
and so on are at a lower level, and should not be confused with marketing
objectives. They are part of the marketing strategy needed to achieve
marketing objectives. To be most effective, objectives should be capable
of measurement and therefore "quantifiable." This measurement may be in
terms of sales volume, money value, market share, percentage penetration
of distribution outlets and so on. An example of such a measurable
marketing objective might be "to enter the market with product Y and
capture 10 percent of the market by value within one year." As it is
quantified it can, within limits, be unequivocally monitored,
and corrective action taken as necessary.

The marketing objectives must usually be based, above all, on the

organization's financial objectives; converting these financial
measurements into the related marketing measurements. He went on to
explain his view of the role of "policies," with which strategy is most

22
often confused: "Policies are rules or guidelines that express the 'limits'
within which action should occur. "Simplifying somewhat, marketing
strategies can be seen as the means, or "game plan," by which marketing
objectives will be achieved and, in the framework that we have chosen to
use, are generally concerned with the 8 P's. Examples are:

1. Price — The amount of money needed to buy products

2. Product — The actual product

3. Promotion (advertising)- Getting the product known

4. Placement — Where the product is sold

5. People — Represent the business

6. Physical environment — The ambiance, mood, or tone of the

environment

7. Process — The Value-added services that differentiate the product

from the competition (e.g. after-sales service, warranties)

8. Packaging — How the product will be protected

(Note: At GCSE the 4 Ps are Place, Promotion, Product and Price and the
"secret" 5th P is Packaging, but which applies only to physical products,
not services usually, and mostly those sold to individual consumers)

In principle, these strategies describe how the objectives will be achieved.

The 7 Ps are a useful framework for deciding how the company's
resources will be manipulated (strategically) to achieve the objectives.
However, they are not the only framework, and may divert attention from
the real issues. The focus of the strategies must be the objectives to be

23
achieved — not the process of planning itself. Only if it fits the needs of
these objectives should you choose, as we have done, to use the
framework of the 7 Ps.

The strategy statement can take the form of a purely verbal description of
the strategic options which have been chosen. Alternatively, and perhaps
more positively, it might include a structured list of the major options
chosen.

One aspect of strategy which is often overlooked is that of "timing."

Exactly when it is the best time for each element of the strategy to be
implemented is often critical. Taking the right action at the wrong time
can sometimes be almost as bad as taking the wrong action at the right
time. Timing is, therefore, an essential part of any plan; and should
normally appear as a schedule of planned activities. Having completed
this crucial stage of the planning process, to re-check the feasibility of
objectives and strategies in terms of the market share, sales, costs, profits
and so on which these demand in practice. As in the rest of the marketing
discipline, employ judgment, experience, market research or anything else
which helps for conclusions to be seen from all possible angles.

Detailed plans and programs

At this stage, overall marketing strategies will need to be developed into

detailed plans and program. Although these detailed plans may cover each
of the 7 Ps (marketing mix), the focus will vary, depending upon the
organization's specific strategies. A product-oriented company will focus
its plans for the 7 Ps around each of its products. A market or
geographically oriented company will concentrate on each market or
geographical area. Each will base its plans upon the detailed needs of its

24
customers, and on the strategies chosen to satisfy these needs. Brochures
and Websites are used effectively.

Again, the most important element is, the detailed plans, which spell out
exactly what programs and individual activities will carry at the period of
the plan (usually over the next year). Without these activities the plan
cannot be monitored. These plans must therefore be:

 Clear - They should be an unambiguous statement of 'exactly' what is

to be done.

 Quantified - The predicted outcome of each activity should be, as far

as possible, quantified, so that its performance can be monitored.

 Focused - The temptation to proliferate activities beyond the numbers

which can be realistically controlled should be avoided. The 80:20
Rule applies in this context to.

 Realistic - They should be achievable.

 Agreed - Those who are to implement them should be committed to

them, and agree that they are achievable. The resulting plans should
become a working document which will guide the campaigns taking
place throughout the organization over the period of the plan. If the
marketing plan is to work, every exception to it (throughout the year)
must be questioned; and the lessons learnt, to be incorporated in the
next year's .

25
Content of the marketing plan

A marketing plan for a small business typically includes Small Business

Administration Description of competitors, including the level of demand
for the product or service and the strengths and weaknesses of competitors

1. Description of the product or service, including special features

2. Marketing budget, including the advertising and promotional plan

3. Description of the business location, including advantages and

disadvantages for marketing

4. Pricing strategy

5. Market Segmentation

26
 COMPANY PROFILE

WE ARE THE YOUTH with a vision of personal growth along with the

growth of people around us. Our main objective as a tribe is to reach out

to young curious minds and help and guide them in every way possible.

Working to uplift the youth by creating this community to solve real life

problems of millennials and society when there’s no one else who can

better understand their deeds. We are people who wish to teach as well as

learn and build a tribe where everyone is equal.

A team with diverse, young and fresh minds building an environment

where we have people who contribute in acting upon the ideas of growth.

At Wegrow we walk towards the path of success together and that is why

we always say, “Here We Go, Here We Grow”.

Homeflic wegrow is a tribe of people from all over the world, having

diverse mindsets and personalities, learning and growing together. It’s a

platform where people can showcase their talent, discuss their problems,

talk about trending topics and build a network stronger than any bond.

Focusing on holistic development of our members along with us, we

27
believe in learning, working, and growing together. We talk, connect,

achieve and celebrate as a tribe.

We are a family where we support each other and guide through real life

problems while learning from each other. We are a platform for your skill

development and building a better future.

 Provides people with an environment where they can discuss their

issues and can open up without any fear of judgement.

 Discusses various social issues and contribute towards society in

many ways through our various drives under various community

outreach programmes.

 Provides courses and knowledge meets to school/college students

for enhancement of their skills.

 Organizes various parties/events/trips/excursions for recreational

purposes.

28
Our courses are curated to aim at holistic development of #Tribesters

realising the importance of honing new skills outside of our age old

conventional curriculum. We are striving to help students to build their

core competencies in order to help them to build a better future for

themselves and the nation.

Our #Tribesters discuss social issues and trending topics with a vision to

create more awareness about general happenings of the world and social

issues. Our driving force is to serve the society that we live in and spread

happiness and positivity among people.

29
Our courses are curated to aim at holistic development of #Tribesters

realising the importance of honing new skills outside of our age old

conventional curriculum. We are striving to help students to build their

core competencies in order to help them to build a better future for

themselves and the nation.

30
We organize various events, trips, parties and excursions to help students

build a strong network. Tribesters not only grow and learn together but

celebrate and have fun together as well. We are here to develop a feeling

of friendship,empathy, belongingness and attachment.

Actually through some amazing ways and now guessing what? Have a

look

Certificate Courses

Knowledge Meets

Literary Events

Group Discussions and Debates

Gaming Nights

Trips and Excursions

Parties

Entrepreneurship Boot Camp

31
BUILD A STRONG FOUNDATION FOR A BETTER TOMORROW

The opportunity or possibility to do or deal with something.

Homeflic Wegrow SCOPE is an initiative wherein our tribesters promote

social change, development, cohesion and the empowerment of people

and communities through various drives.

Our tribe aims to enhance overall well-being and help meet basic and

complex needs of communities and people. We are working with and

for different populations and types of people, particularly focusing on

those who are vulnerable, oppressed, or living in social, mental or

emotional poverty.

S.C.O.P.E expands into Student Community Outreach Programme for Es

wherein E stands for our Essue of the month [ Essentials, Empowerment,

Environment, Education etc.] and changes periodically, owing to

changing social scenarios.

VARIOUS DRIVES

Dog Food Drive:

Dogs are the best companions a man can get. In these hard times street

dogs need our help too. So, for our loyal buddies Wegrow in association

32
with Super Paw Pet Shop organized a drive on 17th October, where we

fed street dogs in a huge amount. These drives give us the pleasure of

watching them wiggle their tails and follow us.

Book Distribution Drive:

Education is the greatest gift for humanity and distributing books is the

best way to do it. Giving the children the most essential tool to carve their

future, we in association with NGO Rasta are organizing a book

distribution drive on 11th November on the account of Children’s day.

We will be distributing books, notebooks and pencils to the students of

weaker sections so that they can write their bright future on it with our

small support.

DRAWING YOUR ATTENTION TO THE WORDS PENNED BY

US

1. Is happiness really a choice?

I'm no psychologist, I'm not a philosopher and I'm a human who has no

knowledge of any scientific standards of happiness but I can certainly

share my opinions or thoughts, therefore, I think, happiness should be

more of a situational aspect rather than being a stereotypical way of

living. Some people are minimalist, they find joy/satisfaction/happiness

33
with the minimum. Some people can't be happy with everything in the

world. Their desire never ends. It's more of a greed than happiness

therefore short lived. But if we consider situations in which people lose

someone they love, or go through some trauma or anything similar, grief

is important. You don't have to be happy just because your instagram tells

you to be. You can be happy when you really want to be happy. When

you are done with the grief when you get over your pain. Yes, it's

important to be happy but it is also important to feel other emotions.

Those make us humans. Happiness is a choice definitely but only when

you're ready for it and not pushed into it. We can certainly disagree or I

can be enlightened.

Day in pain feels like years but when we are happy we dont know when

we grew old. Being unhappy can be cold but we need to shine as gold we

can bring the change just by smiling to every situation in life we face

because happiness is the best tool to make one calm and think positively.

Being positive in live just dont make you happy but it ll make others also

happy. One smiling face can motivate 5 unhappy faces

2. The mirror cried back*

World’s wonder it was Nobody knew what it shows As time flew they

explained what it was. I wonder how the world would’ve been without it

34
No hate for oneself and no love either. There would have been peace all

around. Nobody to fight for a surgery. But this thought was no more a

thought. Mirror was invented! And all that peace was once more

destroyed. There came a girl new on earth, stood in front of it and showed

a cute smile. Grew up looking into it! Sweet sixteen was her age, standing

infront of it she asked Mirror mirror on the wall who’s the prettiest of

them all? A broken smile and malnourished knees. Mirror showed the real

image and she never returned back to it. Last stage of her life. Leaning

against the wall, she broke the darkness by removing the clothes and

wiping the dust. She cried and asked Mirror mirror on the wall, who’s the

prettiest of them all? The mirror swallowed the image and reverted it

back. She took last her last breath, crying and the mirror cried back.

3. Sometimes in my life

Sometimes I feel I am happy but deep down every part of my body

screams. It screams in anger, it screams in pain And I sit alone, wondering

everything be okay? Sometimes I am lost in numbness Running away

from pain Running away from people Running away from myself.

Sometimes I am trapped in my own thoughts. They say, open up your

heart with us but at last they are the only one who break it. Tell me what

do I do? I let it kill me slowly, it's peaceful. Sometimes numbness is

35
beautiful No feelings, no issues Just you and your thoughts. Just you and

your loneliness Just you and your demons. Sometimes I want to feel no

numbness. So, I try to divert myself Divert my mind from all the deadly

thoughts Divert myself from all the toxic people Divert myself from

anything and everything that tries to bring me down and that's where I win

That's where I feel the wave of emotions hit me again The love, the care

no more numbness Because sometimes it's only me who can heal myself

Because sometimes death can not do justice Because sometimes all I can

do is feel numb and rise through it.

4. Life may be tough sometimes.

Things will get rough, there will be bad days and it may all seem like a

he's born through it all always, always stand tall. Giving up is not an

option.

Never turn your back and run through good times and bad times .

5. Lets take it to the sky

Near the brightest stars Much more closer to the blue moon Yes.. take me

to the sky Far away from this hectic life A little bit closer to Jehovah

Where there is breezeless Take me there.. please

6. Its beyond imagination..

36
The beauty you carry in your soul. Those eyes show me a whole new

world

Yes… I am a lost sheep Yes.. I am a walter mitty Are you?

7. So what does it take to please u?

Break your rules and you fall! Follow them and still u lose?! Doesn't

matter whether you're a sinner! Doesn't matter whether you're a saint !

Nobody can win. So what's the point What's the bloody point.

9. Life may be tough sometimes.

Things will get rough, there will be bad days and it may all seem like a

he's born through it all always, always stand tall. Giving up is not an

option. Never turn your back and run through good times and bad times .

8. Let’s talk about it.

You’re in trouble, I can see it Your parents are anxious, because they can

see it

Your friends ask you how are you? You say, “I’m fine, thank you” But

are you really fine? Can’t say the truth, your mind. Does it feel good to

keep everything inside? Obviously it doesn’t, then talk to someone outside

Why are you so esitant? Why is this resistance? Are you thinking about

the society? The same society who’ll ask you to ignore and devote
37
yourself to the almighty But there’s nothing wrong in it I say Wrong is

ignoring mental health and calling it a day. Maybe sharing everything

with strangers isn’t the solution Talk to a friend or family, who might

understand your situation And if you feel it doesn’t work, That’s not a

reason to get hurt Write stuff down, publicise it It’s not easy I know, but

you should try it I know Healing takes time But you’re one of the

strongest here, you and your mind The heart is not left behind, Because

it’s your heart only, that maintaining your shine.

NEED OF THE STUDY

 For academic purpose, as it is a part of the curriculum, in partial

fulfillment of Master degree in Business.
 In this era of high competition and rapid changes, the Consumer
buying behavior are known to be one of the main factors to
contribute for a successful performance and to attain competitive
advantage.
 The main purpose of the study is to gain practically knowledge on
the role of Consumers buying behavior in an organization.

38
  The purpose of the project is to study the importance of the
Consumers buying behavior in the organization.
 To study and analyze the various Consumers buying behavior in the
organization.

SCOPE OF THE STUDY

 The area of the study has been confined to its topic – Consumers
buying behavior.
 The study was made in the organization.
 The main scope of the study is limited to Lucknow area.
 It also analysis the benefits accruing to the company as a result of
those service.
 This study has been made to find the level of satisfaction the
customer has regarding the service provider by Car place.
 The study has sole reference from the customers of SRM
showroom.

OBJECTIVES OF THE STUDY

 To study the consumers satisfaction towards HOMEFLIC

WEGROW.

 To study the importance of the Consumers buying behavior in the

organization.

 To study and to analyze the various Consumer buying behavior in

the organization.
39
  To identify if the Consumers buying behavior are appropriate to the

organization and to the employees.

 To study and analyze if the Consumer buying behavior are mutually

benefited to both, the organization and as well as to the employees.

 To know market position of HOMEFLIC WEGROW. in the

market.

 To know consumer behavior for purchase of Four Wheeler car.

 To study the consumers satisfaction towards price of HOMEFLIC

WEGROW..

 To study the consumers opinion of HOMEFLIC WEGROW..

 To analyze if Consumers buying behavior are reviewed and

modified on timely basis.

RESEARCH METHODOLOGY

RESEARCH METHOLOGY:

The study is descriptive in nature, as it deals with employees for better

analysis of the facts.

RESEARCH DESIGN:

The focus on the study was to obtain information to find out the effects of
Consumer buying behavior towards HOMEFLIC WEGROW. in the
organization.

40
  Plan
 Analyze the Consumer buying behavior
 Prepare questionnaire
 Analyze the data gather preliminary data.
 Collected
 Prepare the report

RESEARCH INSTRUMENT:
The survey method used to collect the relevant data for the assessment is
the questionnaire method.

RESEACH COLLECTION:
The data collection involves primary and secondary data for the study of
Consumers buying behavior.

A) PRIMARY DATA AND SECONDARY DATA

PRIMARY DATA:
The primary data was collected through questionnaire survey. Data is
gathered by distributing the questionnaires to the customers of the
company.
The questionnaire is prepared to gather the information pertaining to
gather information on the Consumers buying behavior.

Questionnaire:
The questionnaire contains 20 questions covering the aspects of
Consumers buying behavior towards HOMEFLIC WEGROW. of the
organization.
The type of questions used was Open-ended type and Dichotomous type
and Multiple-choice type.

41
The employees were given a three days time to allow the respondents to
have time to think and the respondent was assured of anonymity so that
they can feel free to give their desired response.

SECONDARY DATA:
The secondary data was collected from the organization.
Most of the data was collected from
- Magazines
- Newspapers’
- References
- Books

B) SAMPLE SELECTION AND SAMPLE SIZE

SAMPLE SELECTION:
The population of the study consists of customers of HOMEFLIC
WEGROW. showroom.
The population includes
- Businessman
- Servicemen
- Students
- Employees.

SAMPLE SIZE:
The sample size taken for the study included 100 customers from
HOMEFLIC WEGROW. showroom with duration of 30 days.
The accuracy of the analysis and conclusion entirely depends upon the
reliability of the information provided by the customers.

42
DATA ANALSIS AND INTERPRETATION
AGE
Factors Respondents
18-20 yrs 8
21-25 yrs 38
26-30 yrs 24
31-35 yrs 12
36-40 yrs 8
Above 40 yrs 10

43
 Factors
40
35
30
25 Respondents
20
15
10
5
0
18-20 yrs 21-25 yrs 26-30 yrs 31-35 yrs 36-40 yrs Above 40 yrs

INTERPRTATION:
From the above graph it is analyzed as follows;
 8 customers falling under the group of 18-20 years.
 38 customers falling under the group of 21-25years.
 24customers falling under the group of 26-30years.
 12 customers falling under the group of 31-35years.
 8 customers falling under the group of 36-40years.
 10 customers falling under the group of above 40 years.
It is observed from the graph that majority of the customers fall under the
age group of 21-25 years.
What is your Occupation?

Factors No of Respondents
Servicemen 4
Businessman 16
Student 24
Employee 56

44
 Factors
60

50

40
No of Respondents
30

20

10

0
Servicemen Businessman Student Employee

INTERPRTATION:
From the above graph it is analyzed as follows;
 56 customers’ works as Employee.
 24 customers are students.
 16 customers are Businessmen.
 4 customers are Servicemen.

What is your monthly income?

Income No of Respondents
5,000 - 10,000 18
10,001 - 15,000 12
15,001 - 20,000 20
Above 20,000 26

45
 Factors
30

25

20
No of Respondents
15

10

0
5,000 - 10,001 - 15,001 - Above
10,000 15,000 20,000 20,000

INTERPRTATION:
From the above graph it is analyzed as followed,
 18 customers fall under the categoryof 5,000 – 10,000.
 12 customers fall under the category of 10,001 – 15,000
 20 customers fall under the category of 15,001 – 20,000.
 26 customers fall under the category of above 20,000.

Do you use any Portfolio Services?

Factors No of Respondents
Yes 98
No 2

46
 Factors
120

100

80
No of Respondents
60

40

20

0
Yes No

INTERPRTATION:
From the above graph it is analyzed as followed:
 98 customers use portfolio services.
 Only 2 customers do not use services.

What lead you to opt for a HOMEFLIC WEGROW.?

Factors No of Respondents
Family 30
Media 14
Friends 50
Others 6

47
 Factors
60

50

40
No of Respondents
30

20

10

0
Family Media Friends Others

INTERPRTATION:
From the above graph it is analyzed as followed:
 30 customers have taken the opinion from their family before
taking services.
 14 customers are influenced from media for the taking services.
 50 customers have taken the opinion from their friends, before
taking services.
 6 customers were not influenced with the options provided before
the taking services.
 It is clearly seen that majority of the customers have taken the
opinion from their friends in regard to the taking services.

Rank your E-Learning Company in the following categories.

A) Online E-Learning Availability

Factors No of Respondents
1st 88
2nd 8
3rd 2

48
 4th 2

Factors
100
90
80
70
60 No of Respondents
50
40
30
20
10
0
1st 2nd 3rd 4th

INTERPRTATION:
From the above graph it is analyzed that as follows;
 88 customers have give 1st rank for the Online E-Learning availability.
 8 customers have give 2nd rank for the Online E-Learning availability.
 2 customers have give 3rdrank for the Online E-Learning availability.
 2 customers have give 4th rank for the Online E-Learning availability.
 It is seen that 88 customers are satisfied with the availability of the
Online E-Learning on time.

B) Infrastructure:

Factors No of Respondents
1st 86
2nd 6
3rd 8

49
 Factors
100
90
80
70
60 No of Respondents
50
40
30
20
10
0
1st 2nd 3rd

INTERPRTATION:
From the above graph it is analyzed that as follows;
 86 customers have give 1st rank for the Infrastructure.
 6 customers have give 2nd rank for the Infrastructure.

 8 customers have give 3rdrank for the Infrastructure

 It is seen that 86 customers are satisfied with the availability of the

Infrastructure.

c) Service:
Factors No of Respondents
1st 86
2nd 10
3rd 4

50
 Factors
100
90
80
70
60 No of Respondents
50
40
30
20
10
0
1st 2nd 3rd

INTERPRTATION:
From the above graph it is analyzed that as follows;
 86 customers have give 1st rank for the Service.
 10 customers have give 2nd rank for the Service.
 4 customers have give 3rdrank for the Service.
 It is seen that 86 customers are satisfied with the availability of the
Service.

What more services you require from Homeflic Wegrow.

Factors No of Respondents
Infrastructure 27
Schemes 22
More of Services availability 51

51
 Factors
60

50

40
No of Respondents
30

20

10

0
Infrastructure Schemes More of loan
availability

INTERPRTATION:
From the above graph it is analyzed that as follows;

 It is seen that 27 customers wanted more service in regard to the

Infrastructure.

 It is seen that 22 customers wanted more service in regard to the

Schemes.

 It is seen that 51 customers wanted more service in regard to the

More of Services availability.

Is Homeflic Wegrow available to your connivance?

Factors No of Respondents
Yes 98
No 2

52
 Factors
120

100

80
No of Respondents
60

40

20

0
Yes No

INTERPRTATION:
From the above graph it is analyzed that as follows;

 98 customers agree that Homeflic Wegrow. is to their connivance.

 2 customers agree that Homeflic Wegrow. is to their connivance.

 It is seen that 98 customers agree that Homeflic Wegrow.to their

connivance.

How was your experience with HOMEFLIC WEGROW. Work

centre?

Factors No of Respondents
Excellent 56
Good 34
Satisfactory 10

53
 Bad 0

Factors
60

50

40
No of Respondents
30

20

10

0
Excellent Good Satisfactory Bad

INTERPRTATION:
From the above graph it is analyzed that as follows;

 56 customers found their experience to be Excellent with the Work

center.

 34 customers found their experience to be Good with the Work

center.
 10 customers found their experience to be Satisfactory with the
Work center.
 None of the customers had a bad experience with the Work center.

Are you satisfied, with the services provided by the HOMEFLIC

WEGROW.?

Factors No of Respondents
Yes 100
No 0

54
 Factors
120

100

80
No of Respondents
60

40

20

0
Yes No

INTERPRTATION:
From the above graph it is analyzed that as follows;
 All the customers are satisfied with the services provided with
HOMEFLIC WEGROW.

Would you recommend HOMEFLIC WEGROW. to your family

friends, etc?

Factors No of Respondents
Yes 100
No 0

55
 Factors
120

100

80
No of Respondents
60

40

20

0
Yes No

INTERPRTATION:
From the above graph it is analyzed that as follows;

 All the customers would recommend HOMEFLIC WEGROW. to their

family and friends.

Where do you rank HOMEFLIC WEGROW., among all Online E-

Learning companies in India?

Factors No of Respondents
1st 94
2nd 6

56
 3rd 0
4th 0

Factors
100
90
80
70
60 No of Respondents
50
40
30
20
10
0
1st 2nd 3rd 4th

INTERPRTATION:
From the above graph it is analyzed that as follows;

 98 customers have given first place to HOMEFLIC WEGROW..

 6 customers have given second place to HOMEFLIC WEGROW..

FINDINGS

Basing on the data gathered from the customers, which was analyzed, the
Following observations are made.

57
➢ HOMEFLIC WEGROW. is providing quality products to the
customers.

➢ By finding HOMEFLIC WEGROW. majority of the customers

preferred it.

➢ HOMEFLIC WEGROW. has an ability to give total value to the

customers.

➢ Majority of the customers are really satisfied with the HOMEFLIC

WEGROW. price. HOMEFLIC WEGROW. is very reasonable
when compared to the other ONLINE E-LEARNING companies.

➢ Most of the customers are really satisfied with HOMEFLIC

WEGROW..

➢ Most of the customers are attracted to purchase HOMEFLIC

WEGROW. through the TV advertisements. Also print media like
magazines and newspapers played a major role in the sale of
HOMEFLIC WEGROW..

➢ Large amount of customers believe that TV advertisements are

really helpful indecision making. But some customers thought that,
TV advertisement is not so much helpful in decision making.

➢ Almost 86% customers are satisfied with the after sale services.

➢ Customers are really satisfied with and HOMEFLIC WEGROW.

the majority of the customers would suggest to their friends or
family members to buy HOMEFLIC WEGROW. in future.

58
 CONCLUSION

Their many environmental influences combine to form a total life setting

for consumers. Purchasing and using products and services are among the
ways in which people respond to and interact with the world about them.

59
Marketing manager must understand the live setting of consumers to fully
appreciate what consumers are trying to accomplish with particular
purchase.

Only then can a company demonstrate the relevance of its marketing offer
to consumers by showing how it will help them deal with their life setting.
Ultimately, convincing customers of the product offers relevance is
crucial to sales growth in markets.

Marketing stimuli consist of the four Ps:

 Product
 Price
 Place
 Promotion

Other stimuli include major forces and events in the buyers environment:
economic, technological, political and cultural. All these inputs enter the
buyers black box where they are turned into a set of observable buyer
responses: product choice, brand choice, dealer choice, purchase timing
and purchase amount.

The marketer wants to understand how the stimuli are changed into
response inside the consumer’s black box, which has two parts: first, the
buyer’s characteristics influence how he or she perceives and reacts to the
stimuli; second, the buyers decision process itself affects the buyers
behavior.

60
 SUGGESTIONS

After analyzing the findings, the following suggestions have been

prepared. Great care has been taken in making these suggestions for
improvement of customer satisfaction:

61
➢ A constant urge to upgrade and keep pace with the changing times
gives organization the competitive advantages or cutting edge over
the competition.

➢ Introduce new multicolor graphics, which would be attracting more

people, especially youngsters.

➢ There is very less advertising for. The advertising has to be done

repeatedly so that the brand awareness could be maintained and
new customers are attracted, which helps in improving the market
share.

➢ Introduce low installments and low down payment schemes to

attract more people.

➢ Satisfied existing customers by giving more values and attractive

offers.

➢ Company has to contact the customers more and more frequently.

➢ There is a demand for HOMEFLIC WEGROW. in the market, so

the supply has to be improved to meet the demand of the customers.

➢ Inspect the servicing centre continuously so that they try to follow

rules and regulations strictly, and will serve the vehicle on time.

➢ Try to maintain reasonable price of the HOMEFLIC WEGROW.,

as this is the key factor in customer decision.

62
 LIMITATIONS OF THE STUDY

 The duration of the study was for 45 days in HOMEFLIC

WEGROW. .

63
 The study was conducted on the customers of HOMEFLIC

WEGROW. .

 The tools used for collection of information from the customers

were in the form of questionnaires, as the respondents will have

confidence of anonymity in questionnaire than in that of interviews.

REFERENCE

1. www.homeflicwegrow.com

2. www.pearsoned.co.in/pkotler

64
3. http://www.genmills.com/corporate/company/india.aspx

4. http://www.utube.comwww.wikipedia.com

5. http://iegd.institut.com

6. http://www.rotman.utoronto.com

7. Philip Kotler, Kevin Keller,Marketing Management (Twelth Edition)

8. Marketing Management, The McGraw.Hill company,Rajan Saxena (Third

Edition)

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APPENDIX

66