A Study on Elevating Brand Visibility: An Analysis of Marketing Strategies and their Impact on Sales for Team Cylce World Pondicherry

The purpose of this project is to investigate the influence of marketing strategies on sales performance, with a special focus on 'Team Cycle World' in Pondicherry, a prominent cycle retailer. This study centers on the analysis of marketing initiatives and their repercussions on sales. A comprehensive examination is undertaken, encompassing various pivotal aspects: the assessment of brand visibility, the effectiveness of marketing strategies, customer engagement, promotional campaigns, and purchasing behavior. In the contemporary retail landscape, where customer preferences and behaviors are continually evolving, we delve into how innovative marketing approaches affect the consumer decision-making process across diverse sales scenarios. According to our findings, this research underscores the significance of brand visibility in enhancing sales performance and cultivating a competitive edge. Furthermore, this study delves into the critical importance of both online and offline advertising strategies and investigates consumer inclinations towards branded products compared to non-branded alternatives. This investigation aims to offer valuable insights into how Team Cycle World and similar businesses can optimize their marketing strategies to elevate brand visibility and, consequently, increase sales.


INTRODUCTION
Marketing forms the bedrock of business operations, serving as the driving force behind the creation of value for customers and the establishment of robust customer relationships, ultimately translating into financial success.In today's ever-shifting business landscape, a well-crafted strategy is the compass that guides organizations through the turbulence of competition and dynamic market environments.As Mohamed et al. (2014) suggest, a marketing strategy is a systematic process that empowers organizations to allocate their limited resources strategically to seize the most promising opportunities for sales growth.
Sales performance, on the other hand, encompasses all the collective efforts required to deliver products or services, often quantified in terms of the volume of items produced and services rendered within a specified timeframe.In the realm of marketing, an array of strategies exists, capable of transforming small and medium enterprises from mediocrity to prosperity when skillfully executed.Breaking into new markets and establishing a loyal customer base is a formidable challenge, but with innovative concepts and proven methodologies, sales professionals can achieve remarkable success.An essential principle in successful sales strategies is the recognition of the significance of follow-up.Experienced sales professionals understand that sustained customer engagement is the linchpin for establishing meaningful connections and converting potential customers into devoted patrons.Marketing strategies and sales performance are intrinsically rooted in marketing theory and contemporary market paradigms.Marketing theory, embodied by the marketing mix, remains a foundational framework for shaping critical decisions that underpin the execution of marketing plans.The marketing mix seeks to align all aspects of a marketing plan with the habits, desires, and psychological nuances of the target market (Grönroos, 1994).Furthermore, contemporary market paradigms, such as the push-and-pull theory, acknowledge the importance of customer-centric approaches to prevent pushing solutions onto customers, which may be perceived as intrusive or get lost amidst information overload.

OBJECTIVES
• To identify the brand awareness among the customers.
• To find customer preference in the selection of bicycles.
• To assess the customer expectation of cycle world's quality.
• To identify the competitors of cycle world.
• To identify the customer satisfaction with cycle world services.

REVIEW OF LITERATURE
Dr. Mohammed Afreen (2018): Branding Strategies of FMCG Companies (A case study of FMCG Brands) -Dr.Afreen's 2018 research focused on the branding strategies employed by Fast-Moving Consumer Goods (FMCG) companies, a highly competitive industry.The study aimed to provide insight into the dynamic landscape of FMCG branding, examining how these companies distinguished themselves in the market.Dr. Afreen explored how FMCG firms leveraged various branding techniques to engage consumers, enhance brand loyalty, and sustain their market position.The findings from this research illuminated innovative approaches that FMCG companies adopted in 2018 to not only maintain but also elevate their brand visibility and desirability in the ever-evolving FMCG market.Ogbuji and Chinedu N (2011): Impact of brand on consumer choice for regulated bottled water in southeast, Nigeria -Ogbuji and Chinedu's 2011 study was a comprehensive analysis of the bottled water industry in southeast Nigeria.The research delved into the influence of branding on consumer choices, especially in a market with significant regulatory oversight.The authors emphasized that branding wasn't solely about the label on the bottle but extended to the entire consumer experience, including aspects like the source of the water and packaging.The research findings pointed to a nuanced approach to branding within regulated markets, underlining the pivotal role that the choice of the company-of-make and packaging played in establishing a successful branding strategy.

Aishvarya Bansal and Santosh Sabharwal (2018): Branding: An Important Aspect Of Consumer
Buying Behavior Towards Branded Apparel -The study conducted by Bansal and Sabharwal in 2017-2018 aimed to uncover the intricate relationship between consumer demographics, purchasing decisions, and branded apparel in the Indian market.It also sought to discern gender-based variations in consumer awareness of different apparel brands and determine whether significant differences existed in expenditure patterns between males and females regarding branded apparel.The findings provided valuable insights into the distinct factors that influenced consumer choices within the context of branded clothing, facilitating a deeper understanding of consumer behavior and helping businesses tailor their marketing strategies accordingly.Sarah Marketing Trends and Their Impact on Brand Performance (2017) -Sarah's research, carried out in 2017, explored contemporary marketing trends and their repercussions on brand performance across diverse industries.It sought to identify the key drivers of change in marketing and their impacts on how businesses enhanced their brand visibility and connected with consumers.The findings helped in understanding how modern marketing trends reshaped the competitive landscape and underscored the significance of adaptability and innovation in brand management.David Consumer Behavior in the Digital Age (2018) -David's 2018 research was dedicated to the transformation of consumer behavior in response to rapid advances in digital technology.The study analyzed how these changes were reshaping consumer-brand relationships and influencing market dynamics.By identifying shifts in consumer behavior driven by digitalization, the research enabled businesses to adapt their strategies and better align with consumer preferences, thereby enhancing brand performance and competitive strength.The research offered valuable insights into how businesses navigated the digital landscape to foster brand engagement and loyalty.Alice Sustainable Branding and Its Impact on Business Performance (2016) -Alice's 2016 research was dedicated to investigating the intersection of sustainability and branding and how these aspects impacted overall business success.The study delved into the growing trend of sustainable branding, exploring how businesses leveraged eco-friendly and socially responsible practices as core components of their brand identity.By examining how such sustainable branding strategies influenced consumer choices and loyalty, the research highlighted that sustainability wasn't just a moral choice but a strategic one.This work offered crucial insights into how companies can integrate sustainability into their branding for longterm business performance and well-being.Daniel Impact of Influencer Marketing on Brand Engagement (2019) -Daniel's 2019 study centered on the emerging phenomenon of influencer marketing and its impact on brand engagement and consumer choices.The research aimed to uncover how influencer collaborations were transforming the way brands reached and engaged with their target audiences.By dissecting the mechanisms through which influencers influenced consumer decisions and examining the outcomes of these collaborations on brand engagement, this study offered practical insights for businesses seeking to navigate the evolving landscape of influencer marketing.

RESEARCH METHODOLOGY
This study employs a structured research methodology to systematically explore the impact of marketing strategies on sales factors.Centered on a clear objective, the approach involves a descriptive research design integrating surveys and comprehensive inquiries.These methods aim to reveal insights into how marketing strategies influence sales without explicitly mentioning specific statistical tools.• Email: editor@ijfmr.com

IJFMR230610680
Volume 5, Issue 6, November-December 2023 4 The methodology focuses on analysing the relationship between marketing approaches and sales performance without delving into the specifics of particular statistical techniques.By using a combination of diverse analytical methods, this study seeks to extract valuable insights and patterns from the collected data to comprehensively evaluate the research objectives.

FINDINGS ANNOVA (Ho):
There is no statistical association between the convenience of Team Cycle World's location and recommending Team Cycle World to others.(Ha): There is a statistical association between the convenience of Team Cycle World's location and recommending Team Cycle World to others.RESULT: It is inferred that there is statistical association between convenience of team cycle world location and recommending the team cycle world to others.

ANNOVA (Ho):
There is no statistical association between staff members able to troubleshoot the issues toward satisfaction with customer service of Team Cycle World.(Ha): There is a statistical association between staff members able to troubleshoot the issues toward satisfaction with customer service of Team Cycle World.RESULT: It is inferred that there is no statistical association between staff members able to troubleshoot the issues toward satisfaction with customer service of team cycle world REGRESSION (Ho): There is no significant relationship between the act of purchasing a product from Team Cycle World and the perception of it being a well-known retailer.(Ha): There is a significant relationship between the act of purchasing a product from Team Cycle World and the perception of it being a well-known retailer.RESULT: It is inferred that there is no significant relationship between the act of purchasing a product from Team Cycle World and the perception of it being a well-known retailer.

CHI-SQUARE
(Ho): The analysis does not indicate a significant association between the perceived safety features and durability of the product.(Ha): There is a significant association between the perceived safety features and durability of the product.RESULT: It is inferred that the analysis does not indicate a significant association between the perceived safety features and durability of the product.(Ho): The analysis does not indicate a significant association between the brand reputation and durability of the product.(Ha): There is a significant association between the brand reputation and durability of the product.RESULT: It is inferred that the analysis does not indicate a significant association between the brand reputation and durability of the product.(Ho): The analysis reveals no significant association between the perceived durability and product innovation among the respondents.(Ha): There is a significant association between the perceived durability and product innovation among the respondents.RESULT: It is inferred that the analysis reveals no significant association between the perceived durability and product innovation among the respondents.(Ho): The analysis does not reveal a significant association between the perceived durability and price among the respondents.(Ha): There is a significant association between the perceived durability and price among the respondents.RESULT: It is inferred that the analysis reveals significant association between the perceived durability and price among the respondents.(Ho): The analysis reveals no significant association between the perceived safety features and durability among the respondents.(Ha): There is a significant association between the perceived safety features and durability among the respondents.RESULT: It is inferred that the analysis reveals no significant association between the perceived safety features and durability among the respondents.(Ho): The analysis reveals no significant association between the perceived safety features and brand reputation among the respondents.(Ha): There is a significant association between the perceived safety features and brand reputation among the respondents.RESULT: It is inferred that the analysis reveals no significant association between the perceived safety features and brand reputation among the respondents.
(Ho): The analysis reveals no significant association between the perceived safety features and product innovation among the respondents.(Ha): There is a significant association between the perceived safety features and product innovation among the respondents.RESULT: It is inferred that the analysis reveals no significant association between the perceived safety features and product innovation among the respondents.(Ho): The analysis reveals no significant association between the perceived safety features and price among the respondents.(Ha): There is a significant association between the perceived safety features and price among the respondents.RESULT: It is inferred that the analysis reveals no significant association between the perceived safety features and price among the respondents.(Ho): The analysis reveals no significant association between the brand reputation and durability among the respondents.(Ha): There is a significant association between the brand reputation and durability among the respondents.RESULT: It is inferred that the analysis reveals no significant association between the brand reputation and durability among the respondents.(Ho): The analysis reveals no significant association between the brand reputation and safety features among the respondents.(Ha): There is a significant association between the brand reputation and safety features among the respondents.RESULT: It is inferred that the analysis reveals no significant association between the brand reputation and safety features among the respondents.(Ho): The analysis reveals no significant association between the brand reputation and product innovation among the respondents.(Ha): There is a significant association between the brand reputation and product innovation among the respondents.RESULT: It is inferred that the analysis reveals no significant association between the brand reputation and product innovation among the respondents.(Ho): The analysis reveals no significant association between the brand reputation and price among the respondents.(Ha): There is a significant association between the brand reputation and price among the respondents.RESULT: It is inferred that the analysis reveals no significant association between the brand reputation and price among the respondents.(Ho): The analysis reveals no significant association between the product innovation and durability among the respondents.(Ha): There is a significant association between the product innovation and durability among the respondents.RESULT: It is inferred that the analysis reveals no significant association between the product innovation and durability among the respondents.(Ho): The analysis indicates no significant association between product innovation and brand reputation among the respondents.
(Ha): There is a significant association between product innovation and brand reputation among the respondents.RESULT: It is inferred that the analysis indicates a no significant association between product innovation and brand reputation among the respondents.(Ho): The analysis indicates no significant association between product innovation and price among the respondents.(Ha): There is a significant association between product innovation and price among the respondents.RESULT: It is inferred that the analysis indicates a no significant association between product innovation and price among the respondents.(Ho): The analysis indicates no significant association between price and durability among the respondents.(Ha): There is a significant association between price and durability among the respondents.RESULT: It is inferred that the analysis indicates a significant association between price and durability among the respondents.(Ho): The analysis indicates no significant association between price and safety features among the respondents.(Ha): There is a significant association between price and safety features among the respondents.RESULT : It is inferred that the analysis indicates a no significant association between price and safety features among the respondents.(Ho): The analysis indicates no significant association between price and brand reputation among the respondents.(Ha): There is a significant association between price and brand reputation among the respondents.RESULT: It is inferred that the analysis indicates a no significant association between price and brand reputation among the respondents.. (Ho): The analysis indicates no significant association between price and product innovation among the respondents.(Ha): There is a significant association between price and product innovation among the respondents.. RESULT: It is inferred that the analysis indicates a no significant association between price and product innovation among the respondents.

CONCLUSION
Critical findings highlight the need for Team Cycle World to boost their online presence, improve bicycle quality, refine pricing, and tailor marketing strategies for better resonance with customer preferences.Enhancing these areas can significantly elevate brand visibility and sales impact in Pondicherry's competitive market.By prioritizing these strategic enhancements, Team Cycle World is poised to not only capture market attention but also establish a compelling brand identity that resonates with Pondicherry's discerning customer base.

TABLE 1 : Showing Annova Analysis
Dependent Variable: Do you recommend the Team Cycle World to others?b.Independent Variable: Are you satisfied with the convenience of Team Cycle World's location?

TABLE 2 : Showing Annova Analysis
Dependent Variable: Are you satisfied with the customer service of Team cycle world?b.Independent Variable: Whether the staff members are able to troubleshoot the issues?

TABLE 3 : Showing Regression Analysis Model Summary
Dependent Variable: Do you agree that Team Cycle World is a Well -known retailer.

TABLE 4 : Showing Chi square Analysis DURABILITY * SAFETYFEATURES
0%) have expected count less than 5.The minimum expected count is 60.

TABLE 7 : Showing Chi square Analysis DURABILITY * PRICE
N of Valid Cases110 A 17 cells (68.0%) have expected count less than 5.The minimum expected count is 33.

TABLE 9 : Showing Chi square Analysis. SAFETYFEATURES * DURABILITY
0%) have expected count less than 5.The minimum expected count is .16.

TABLE 10 : Showing Chi square Analysis. SAFETYFEATURES * BRAND REPUTATION
0%) have expected count less than 5.The minimum expected count is 30.

TABLE 13 : Showing Chi square Analysis BRAND REPUTATION * DURABILITY
0%) have expected count less than 5.The minimum expected count is 30.

TABLE 16 : Showing Chi square Analysis. BRAND REPUTATION * PRICE
(64.0%) have expected count less than 5.The minimum expected count is 65.

TABLE 18 : Showing Chi square Analysis. PRODUCT INNOVATION * SAFETY FEATURES
0%) have expected count less than 5.The minimum expected count is 33.

TABLE 21 : Showing Chi square Analysis.
0%) have expected count less than 5.The minimum expected count is 16.