REPORT SUMMER INTERNSHIP REPORT SUMMER INTERNSHIP REPORT

Marketing (Promotional Strategies)

COMPANY: SPACECHEM ENTERPRISES

NISHANT GARG ROLL NUMBER: 4608D39

BBA GENERAL (2008-11)

DATE: 31 JULY 2010

FACULTY: MS. GEETANJALI GULATI

Acknowledgements I AM THANKFUL TO DR.ALKA MUNJAL, DIRECTOR, AMITY SCHOOL OF BUSINESS FOR PROVIDING ME WITH A HIGHLY KNOWLEDGABLE EXPERIENCE AND ALSO PROVIDING A PLATFORM TO ENHANCE MY SKILLS AND KNOWLEDGE. I ALSO THANK MR. K.A GARG FOR SHOWING TRUST IN ME AND ALLOWING ME TO WORK UNDER HIM AS AN INTERN AT HIS COMPANY ,AND ALSO TO MR. MANISH JAIN FOR CONSTANTLY GUIDING ME AND MAKING IT A HIGHLY KNOWLEDGABLE EXPERIENCE. I AM ALSO THANKFUL TO MY FACULTY GUIDE MS. GEETANJALI GULATI FOR HER CONSTANT GUIDANCE AND SUPPORT THROUGHOUT THE MAKING OF THIS PROJECT. LAST BUT NOT THE LEAST I WISH TO THANK ALL THE EMPLOYEES AT SPACECHEM ENTERPRISE, MY BATCH MATES AND ALL THOSE WHO ALWAYS EXTENDED THEIR HELPFUL HAND TOWARDS ME.

Preface This report deals with the data, findings, results and experiences that I got while working as an intern at Spacechem Enterprises. This report also include3s the interpretation of results, suggestions, analysis, conclusions related to the subject. The information herein confines to the field of marketing of the product as the topic for my research is Promotional Strategies. All the spheres of business such as sales, purchase, finance, etc. are equally important for a business to survive but I chose this topic as I think promotion is an activity through which a business can enhance sales and thus enhance the revenues and leading to the growth of the business. Thus, this helps in generating funds that are most necessary for the survival of a business. This report, thus, would try to explore more about promotional strategies specifically at Spacechem Enterprises.

Index 1. Promotional mix (introduction) 2. Company Profile(Spacechem Enterprises) 3. Industry Profile 4. Research Methodology 5. Limitations To The Research 6. Important Data 7. Data Analysis & Interpretation 8. Findings 9. Suggestions 10. Conclusion & Learning 11. Bibliography 12. Presentation(ANNEXURE1) 13. Certificate(ANNEXURE2) 14. Remarks 65 5 8 24 29 32 35 49 54 59 62 64

CHAPTER-1 PROMOTIONAL MIX (INTRODUCTION)

CHAPTER - 1 Promotional Mix (Introduction)

_____________________________________________________________________ Promotional mix refers to all the tools that are used in order to create awareness about the product and thus enhance the sales. There are several aspects of a promotional mix. These are:

Advertising - Any paid presentation and promotion of ideas, goods, or services by an identified sponsor. Examples: Print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails.

Personal Selling - A process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation. Examples: Sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing. Can be face-to-face or via telephone.

Sales promotion - Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples: Coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions.

Public relations - Paid intimate stimulation of supply for a product, service, or business unit by planting significant news about it or a favorable presentation of it in the media. Examples: Newspaper and magazine articles/reports, TVs and radio presentations, charitable contributions, speeches, issue advertising, and seminars.

Corporate image - The Image of an organization is a crucial point in marketing. If the reputation of a company is bad, consumers are less willing to buy a product from this company as they would have been, if the company had a good image.

Direct Marketing is often listed as a the fifth part of the marketing mix Exhibitions - are try-outs. You make your product, and let potential buyers try the product, this way, you know directly what people see in your product. The downside, your competitor can see exactly what you are doing.

Sponsorship -is about providing money to an event, in turn the product or company is acknowledged for doing so. For example the Beijing Olympics in 2008 will partly be sponsored by Panasonic. Sponsorship helps the company improve its image and public relations within the market and usually the company attempts to sponsor a person or event that mirrors the image they are trying to aim for. Nike for example has successfully sponsored the golfer Tiger Woods for many years.

Viral marketing- occurs when consumers pass on or recommend your product/company/website to others. This could be via email, or bulletin boards or word of mouth. There have been many well known online viral marketing campaigns. These include The Blair Witch Project and the establishment of Hotmail as a leading free email provider.

CHAPTER - 2 COMPANY PROFILE

CHAPTER - 2 COMPANY PROFILE __________________________________________

"Spacechem Enterprises" manufacture a diverse range of Custom Metal Fabricated Equipments with an experience of over 20 years. We have established innovative capabilities and methods related to the rolling, bending and forming of plate and structures, metal and steel processing to manufacture virtually any welding or fabricated assembly, which a company may design or require.

We have three manufacturing units located near New Delhi with around 70 technical workers at each location and invitation design engineers. Our factory sheds and cranes can handle jobs of 50 tons and assemblies of over 100 tons with height up to 9 meters. Our manufacturing operations involve: Cutting, Bending, Forming, Pressing, Punching, Welding, Painting, Galvanizing and Machining of outsourced Castings, Forgings with Hardware in accordance with customers' designs, specifications and quality plans.

Our customer base consists of a large number of Cement, Sugar, Power, Petrochemicals, Metallurgical Industries and Infrastructural Projects of Metro Rail and Tunnel Boring in India. We have manufactured Heavy Structures for Robbins, USA and Herrenknecht AG, Germany for their infrastructural projects and complex assemblies for Humboldt Wedag and Loesche India of Germany for their cement projects. There are many reputed clients and for each we have manufactured and supplied a large number of customized equipments for their different projects all over the world.

In brief Spacechem has been manufacturing and supplying high quality fabricated structures, assemblies and equipments including
9

machined,

cast

and

forged

components

as

per

drawings,

specifications and delivery schedules of clients. We have been also offering engineering & metallurgical services for outsourcing casting, forging, heat-treatment and machining as the best solutions for technical and commercial requirements of the client.

Spacechem want to serve the global companies in reducing costs, widening their production base and capacity. We are interested to undertake long term contracting / sub-contracting and propose for joint venture, strategic alliance, technical and marketing collaboration or cooperation for development of new products and services jointly for a global competitive advantage. Indian sub-continent has a growing manufacturing industry and an overseas company can outsource manufacturing as well as market through (Solution us Provider with for mutually Engineering beneficial Design, strategy. &

Fabrication

Manufacturing)

QUALITY CONTROL AT SPACECHEM ENTERPRISES

10

An ISO 9001:2008 Company: assured high quality work, prompt delivery, and competitive prices with utmost satisfaction. We shall foster a culture of continuous learning while meeting customer requirement. It has been our endeavor to constantly review and update our quality procedures on the basis of customer feedback and latest applicable codes and norms.

We at Spacechem Enterprises are committed to do best quality Fabrication Job work bearing in mind stated and implied needs of the customer.

Our goal is to exceed customer expectations through converting customer feedback in our products and effective implementation of Quality Management System. The fabrication of pressure vessel and other equipment is carried out in conformity to National and International Codes and Guidelines. Frequently used code and standards at Spacechem for design are ASME Sec VIII Div 1 & Div 2, API 650, API 620 etc.

D\\

Industries catered by Spacechem Enterprises

11

Infrastructure sector Cement plants Sugar plants Petrochemical refineries &industries Tunneling Steel & power Water treatment & effluent disposal

PRODUCTS MANUFACTURED AT SPACECHEM ENTERPRISES

12

1. Fabricated Industrial Equipments-Agitator, Blender, Flap valves, Cyclone separator 2. Pressure vessels & heat exchangers-Expansion bellows, Heat exchangers, Pressure vessels, Air receivers 3. Material Handling EquipmentsBelt conveyor, Screw conveyor, Mud

bucket , Wagon tippler, Stacker-reclaimer, stacker 4. Fabricated Assemblies 5. EOT Goliath Cranes 6. Structures 7. Tanks & Stacks- silo tanks, oil storage tanks, chimneys, hoppers, ducting, etc.

INFRASTRUCTURE
13

1. Total Area (M): Covered (M): Open (M): 2. Total Area (M): Covered (M): Open (M): 3 Total Area (M): 4. Material handling hook height

Unit-I: 2,250 1,256 994 Unit-II: 5,600 1,628 3,972 Unit-III: 10,000 Unit-I: Two EOT and 20 MTs with hook height: 6 Mtr Unit-II: One EOT Crane of Capacity 50 MT with hook height 9 Mtr

facility and maximum Cranes of Capacity 10

5.

Staff details

Technical & Supervisory - 15 all engineers and diploma holders. Managerial 10 engineers, accountants, MBA Skilled and Semi-skilled Workers - 200 including fitters, qualified welders & experienced contractors.

6.

Quality Set-up

ISO 9001 : 2008 certified Dedicated engineers for shop

14

supervision, quality management, monitoring & maintaining QAP, records, etc. Most of the reputed third party Inspection Agencies conducts inspection at our works. Qualified Welders available. IBR Pipes manufactured with 10 % radiography of Butt-Joints and 100% of T-Joints, inspected by IBR Inspector. 7. Fabrication Facilities Plate Bending Rollers, Pre - punching press, Welding - Rectifier / Transformer, MIG (CO2) Welding Set, Hand Grinders, Pug Machines, Gas Cutting Sets, Magnetic Drill, Drill Machines, Shearing Machine, Brake Press, Cold Forming Mill & Powder Coating, Heat Treatment 8. Machining Facility Radial Drill Machine, Boring Machines, VTL,
15

Surface Grinders, Hobbing Machines, Shaper, Planner, Lathes etc. 9. Design & drawing facility CAD available in-house

Invitation to Global Companies for Manufacturing and Outsourcing from India Spacechem Enterprises, an Indian manufacturer of Custom Metal Fabricated Equipments with over 20 years of experience, is looking for an overseas partner for development and marketing of new products and services. It has two metal fabrication
16

works located near New Delhi and over 70 technical workers and engineers have established innovative capabilities for rolling, bending and forming of plate and structures, metal and steel processing to manufacture virtually any welding or fabricated assembly, which a company may design or require. Manufactured assemblies involve: Cutting, Bending, Forming, Pressing, Punching, Welding, Painting, Galvanizing and Machining of outsourced Castings, Forgings with Hardware in accordance with customers' designs, specifications and quality plans.

Spacechem has been manufacturing complex assemblies for reputed American and German companies is willing to offer existing manufacturing units with additional land of 8000 square meters for a dedicated venture to a foreign joint-venture partner. This will provide a low cost and reliable manufacturing base in India for long term competitive advantage to a global company.

Associated Manufacturers Spacechem has been maintaining a strong relationship with the manufacturers of casting, forging, bright bar manufacturers, cold forming, and powder coating vendors. Most of these industries are located with in a vicinity of 5 Kms from our works.

17

We are capable to supply machined castings of steel/alloy steel upto 15 MT including gears and pinions; wide range of forgings including shafts and flanges in alloy steel and heat treated conditions. One of our invitation manufacturer has complete range of bright bars, drawn and ground. Cold forming, machining, electroplating and powder coating are outsourced by us as per the requirements for our fabricated assemblies.

Italian Design & Technology from ViaNova Engineering Spacechem Enterprises represents VIANOVA Plants of Italy for the sales and service of specialized high technology products in Indian sub-continent. Following products are designed and offered as per the industries requirements: Electromagnets for custom application developed for high efficiency, high durability for most demanding working conditions. Maximum weight 2670 Kg, Protection degree IP55. Scrap Electromagnets for steel melting plants provides high efficiency, robust construction and high durability. Magnetic Cranes designed to accomplish specific task with most advanced technology and process control computers enabling integration into an automated material handling system for Steel Plants, Ports, specialized loading and unloading. Cabins for Magnetic Cranes. Inverter Power Switchboards for Cranes. Magnetic Power Switchboard for Cranes. Jib Cranes for Harbor, Ports and Shipyards. System for the Transportation of Naval Blocks Automatic Welding Machines. Track Welding Machines. Shot Blasting Units for plates and profiles.
18

 Painting Units. Drying Ovens and Preheating Ovens. Scrubber, Bag Filters Standard Wheels with Motorized Shaft customized for all type of cranes. Our principals VIANOVA Plants are specialized in designing and production of industrial process systems for metallurgical industries, steel mills, pipe mills, ports and shipyards. VIANOVA with 40 years of experience in Europe and jointly with Spacechem in India offer complete solutions for designing, manufacturing, installation, commissioning and service of customized lines with automated controls for material handling, processes and treatments for most of industrial and logistics projects and plants' modernization. VIANOVA has also conducted study and planning for restructuring of various shipyards and steel mills around the world with good economics.

Products Manufactured At Spacechem Enterprises

19

PART TO BE USED IN A FABRICATED STRUCTURE

MUD BUCKET

20

PRESSURE VESSEL OF ONE TYPE

DUCTING PIPE

21

STRUCTURED USED TO CARRY SPECIFIC PARTS AND OBJECTS (FOR DELHI METRO)

PRESSURE VESSEL OF ONE MORE TYPE

22

WAGON TIPPLER

SCREW CONVEYOR

23

CHAPTER 3 INDUSTRY PROFILE

24

CHAPTER - 3 Industry Profile __________________________________________

The main function of the Metal Fabrication Industry is to produce component metal parts that will fit in along with other parts, to form a larger machinery. In this way the Metal Fabrication Industry proves to be an essential section of the entire global metal industry as it produces minute spare parts of larger heavy machinery and equipments, which cannot be manufactured simultaneously with the manufacturing of the heavy machines.

The construction of fine and minute machine parts involve several procedures which require a lot of concentration on the part of the person involved in it . They are therefore not carried out by the large scale metal industries and are in fact manufactured in the small scale Metal Fabrication Industry. The production of minute machine parts (most commonly, smaller constituents of a heavy machine) includes the processes as given below: 1. Cutting 2. . Molding 3. Finishing This industry includes establishments primarily engaged in fabricating iron and steel or other metal for structural purposes, such as bridges, buildings, and sections for ships, boats, and barges. Establishments primarily engaged in manufacturing metal doors, sash, frames, molding, and trim are classified in SIC 3442: Metal Doors, Sash,

25

Frames, Molding, and Trim; and establishments doing fabrication work at the site of construction are classified in the Construction industries.

Industry Snapshot The fabricated structural metal industry was strong in the late 1990s. In 2000, total fabricated structural metal shipments were valued at $18.8 billion. Since a primary market for fabricated structural metals was the building and construction industry, metal fabricators benefited from the American construction boom of the late 1990s. Nevertheless, competition from cheaper imported products was a concern for fabricated structural metal producers. Moreover, the economic collapse in Asia eroded export markets for U.S. fabricated structural metal manufacturers. The industry's products were divided into five categories by the U.S. Census Bureau. The largest sectorfabricated structural metal bar joist and concrete reinforcing bars accounted for over 65 percent industry shipments in the late 1990s. The second categorystructural metal for bridgesrepresented 3.2 percent of total shipments, while fabricated structural iron for ships, boats, and barges (category three) made up 1.9 percent. Other fabricated structural metal products (category four) comprised 20.5 percent, and the final categoryfabricated structural metal, not specified by kind accounted for the remaining 9 percent. Organization and Structure A total of 3,040 establishments were involved in the production of fabricated structural metal in 1997. 1,176 of these facilities (about 40 percent) were larger companies with more than 20 employees. Background and Development At first, metals were hammered into shape, then when it was found that fire could alter the structure of the ores, furnaces were built to cast metals into useful shapes. The use
26

of ferrous metals, however, did not begin until 7000 years after copper and bronze were first smelted. Once technology advanced and iron smelting began, iron rapidly replaced copper for tools and weapons. By 100 B.C. the use of iron as a semi-structural material was recognized. By the 1990s the kiln, hammer, and anvil had been replaced with blast furnaces and multi-ton presses. Structural shapes were continuously cast and forged, later to be cut to standard lengths. Although greater understanding of the metallurgical properties of metals occurred over the course of the industry's development, and manufacturing processes evolved, which served to lend uniformity and structural integrity to the final product, working conditions in the industry changed little. While steel and iron mills were much safer places to work in the early 1990s, thanks largely to the Occupational Safety and Health Act and the Environmental Protection Agency, hazards remained, making mill work a fairly dangerous occupation in comparison to other manufacturing jobs. Industry shipment levels remained fairly constant between 1982 and 1994. In 1982 the value of shipments was $8.8 billion. By 1995 this value reached a high point of $10.8 billion. The lowest level during this period was in 1983 when the value of shipments was $8.0 billion. Current Conditions The fabricated structural metal industry was bolstered by the overall strong American economy. Most important to the industry was the construction boom of the late 1990s. As a result of increased demand from the construction sector, shipments of fabricated structural iron or steel products for commercial, residential, institutional, or public buildings generated shipments rose to more than $5.6 billion in the late 1990s, or about 34 percent of all fabricated structural metal product shipments. The market for fabricated structural metal for bridges was promising, as well. Total industry shipments grew from $16.11 billion in 1997 to $18.85 billion in 2000. The cost of materials increased from $8.96 billion to $10.13 billion over the same time period, and employment in the industry grew from 92,471 workers to 98,960 workers.

27

Industry Leaders Valmont Industries Inc. was a leading company in this industry. The Valley, Nebraskabased firm's 1998 sales were $606.3 million, up from $522.0 million in 1995. The company, which employed 3,859 workers, derived about 49 percent of its 1998 sales from engineered metal structures, which it sold primarily to lighting, utility, and communications companies. Another key player in the industry was Acme Metals Incorporated. With over 2,000 employees and 1998 sales of $459.9 million, Acme's fabrication divisionAcme Packagingearned about half of the company's profits. Acme Packaging obtained the steel for its fabricating operations from Acme Steel. Nucor Corporation of Charlotte, North Carolina, realized significant growth in the late 1990s because of the considerable capital investments it had made during the decade. Its Jewett, Texas, mill received a continuous caster, which went online in June 1994. The company's Hickman, Arkansas, hot-rolled sheet mill received a $35.0 million thinslab caster. These investments toward expansion helped Nucor record a 59 percent rise in profits in 1993 and gave the company the second-highest operating profit, $432.3 million, in 1995. In December 1996, Nucor Corporation announced plans to spend an additional $250.0 million for modernization and capital improvement projects. These expenditures included $80.0 million for increased capacity and functioning of the Norfolk, Nebraska, mill; a galvanizing line at Berkeley, South Carolina, capable of producing 10 million tons of steel a year at an estimated cost of $40.0 million; $30.0 million of improvements at the Crawfordsville, Indiana, facility; and a new steel-deck facility in Fort Payne, Alabama, at a cost of $10.0 million. These capital improvements reduced costs and increased Nucor's tonnage so that it could meet competition from other mini-mills such as Gallatin Steel Co., North Star BHP Steel Ltd., and Steel Dynamics Inc. The result of Nucor's efforts was 1998 sales of $4.2 billion. With 7,200 employees, the company was the fourth-largest steel maker in the United States.

28

CHAPTER 4 RESEARCH METHODOLOGY

29

CHAPTER 4 Research Methodology

__________________________________________
Objective The objective of this project is to study the promotional strategies at Spacechem Enterprises in detail To gain a practical experience of marketing job

Research design- My research uses both the kinds of data that is, primary and secondary data. 1. Primary Data- Information and knowledge gained while working on the job such as designing brochures, designing presentations, attending business meetings form the primary data in my research. For example While working at Spacechem I learned that customized goods very dynamic and understanding sales person who can see what customer wants to see and work accordingly. 2. Secondary Data- Information from the sources such as internet, Newspapers, Companys literature forms the secondary data in my report.

Sampling Technique and Size- In this project there is no sampling technique used in particular.

30

But, the brochures and presentations designed during the internship would act as the material that were used as promotional tools and presented in some meetings. Thus, these meetings and people can be used as samples to whom these presentations and brochure were given and these were the people whose responses were recorded.

31

CHAPTER 5 LIMITATIONS TO THE RESEARCH

32

CHAPTER - 5 Limitations to the Research __________________________________________

Though the Research has been done as accurately as possible with the information gained, but still there were some limitations that occurred in the process. I would lik to unveil these limitations here1. Narrow Scope for Research- Spacechem Enterprises is a small scale organization and not having many departments like big corporate giants, thus there was lack of proper departmentalization, and thus the scope of research in this regard remained limited. 2. Time- Since the time for internship was just to months and there was lots to learn many areas remained uncovered under the research such as detailed technical processes like understanding the drawings of customized goods accurately, calculations of the accurate costs as per the materials used in the end product to predetermine its price, the exact procedure of filling a tender for the supply of such goods, and much more. 3. Technical jargons- There were also many technical jargons to limiting this research as learning them would take some more time. Thus the time acted as a big limiting factor to the research. 4. Limited promotional tools- The company being more into Business to Business transactions, and that too for customized goods, there were limited promotional tools used such as personal selling, sale promotion, presentation and brochure. Thus research doesnt include much about- push & pull strategy, viral marketing, Sponsorship and others.

33

5. Limited scope of Advertising- Being more into B2B business types, advertising was also limited to a website, brochure, presentation and oral advertising. Thus no scope for other advertising tools.

34

CHAPTER 6 IMPORTANT DATA

35

CHAPTER 6 IMPORTANT DATA __________________________________________

Data of Past Years Sale on bases of Which Companys current Promotion Strategy is designed

MOST RECENT PROJECTS BY SPACECHEM ENTERPRISES Year Equipmen Buyer t 200 Backup 8 Structure Robbins Tunneling & Technology India Pvt. Ltd. 200 Backup 8 Structure Robbins Tunneling & Technology India Pvt. Ltd. 200 California 8 Crossing Robbins Tunneling & Technology India Pvt. Ltd. 200 TBM Back Herrenknect HKI/RPO/004/S-400 8 up Gantry AG Larson & PR/Capital / 009
36

Project RI-712041

Approx. Value Rs. 42 million

RI-707121

Rs. 38 million

RI-8D021

Rs. 50 million

Rs. 50 million Rs. 30

200 Sleepers /

Reaction Frame

Turbo Continental Engg Corporation Continental Engg Corporation Continental Engg Corporation AMR - 0601

million CEC/DEL/AWD/A5.7.1/186 Rs. 8 million CEC/DEL/AWD/A5.7.1/180 Rs. 5 million CEC/DEL/AWD/A5.7.1/178 Rs. 10 million Rs. 30 million

200 Reaction 8 Frame

200 Launch 8 Face Frame 200 Craddle 8

200 TBM Back- Robbins 7 up Structure Tunneling and Technology (India) Pvt. Ltd 200 TBM 7 Segment Lifter Assembly 200 TBM Duct 7 7 7 Cassettes Robbins Robbins 200 TBM Scaffolds 200 TBM Transfer Conveyer 200 Working 7 Line, Transfer Line & Robbins Robbins

AMR - 0601

Rs. 25 million

AMR - 0601 AMR - 0601 AMR - 0601

Rs. 5 million Rs. 3 million Rs.5 million

Herrenknech Segment factory, t AG Veligonda

Rs. 6 million

37

Table, Curing Line & Chamber 200 Louvers 5 200 Staircases IMCC 4 200 Lattice 4 4 4 Girders IMCC Delhi Metro Delhi Metro Passages Steel Sheets & Bracket Support 200 Platform 5 5 Structure 200 IBR Pipes Alstom Projects Unitech Machines Ltd. Detail Of Equipment Supplied during 2006 - 2008 Shakti Sugar T.N.E.B. Rs. 4 million Rs. 6.5 million 200 Cross IMCC Delhi Metro Delhi Metro IMCC Delhi Metro Rs. 1 million Rs. 25 million Rs. 9 million Rs. 3 million Rs. 16 million

200 Corrugated KVIS JV

Year Equipment 200 SKS 8 Classifier

Buyer

Project

Approx. Value

Humboldt 46000174/175/76/77 Rs. 10 Wedag India Pvt. Ltd. million

200 Bag House 8

Humboldt 45002787 Wedag India Pvt.

38

Rs. 12 million

Ltd. 200 V Separator 7 SKS Separator 200 SKS 7 7 7 6 6 6 Classifier Humboldt Aditiya Cement Humboldt UltraTech Humboldt Vikram Humboldt ShreeRas Cement Humboldt Shree Cement Dia. 7.5 Mt Cyclone Trolley Classifier Housing, Cage wheel Housing 200 Double 6 6 Cyclone Humboldt Grasim Compensato r 200 V Separator 6 200 VSK 5 6 Classifier Platforms India Private Ltd.
39

Humboldt UltraTech Cement Wedag India Pvt. Ltd. Humboldt Shree Cement

Rs. 3.0 million

Rs. 2.6 million Rs. 2.3 million Rs. 1.6 million Rs. 1.6 million Rs. 2.0 million Rs. 1.3 million

200 Control Bin 200 Quartz 200 Feed Bin 200 SKS 200 Classifier

Humboldt Vikram

Rs. 1.0 million Rs. 2.3 million

200 Hopper

Humboldt Orient Humboldt Grasim

Rs. 3.0 million Rs. 1.9 million Rs. 1.0 million

200 Raw Material Loesche Madras Cement.

200 Mill Platforms Loesche Jindal Slag 6 200 Gratings 6 IFFCO Phulpur

Rs. 1.0 million Rs. 1.1 million

Details Of Equipment Supplied To Various Cement Plants

No.

Purchaser Name Cimmco Birla Ltd.

Project

Equipment Description Belt Conveyor,

N M D C (M.P) Stringer & Short Support Bogie Wheel with Shaft for Stacker Reclaimer Holding Bar for Impacter Forged Machined Flanges for Torsion Shaft Skirt Board, Counter Weight box, etc Tooth Shank for H M 2071 Loader Raw Mill, Coal Mill Lever Scaling, Coal Mill Raw Mill and Classifier Platform Raw Mill, Coal Mill Lever Scaling, Coal Mill Raw Mill and classifier Platform

Neer Shree Neer Shree 2 Cement Rajasthan Shriram 3 Cement Rajasthan Naveen Ind. 4 Project (P) Ltd. 5 Saurashtra Cement Rajasthan Shriram Cement Rajasthan Birla Cooper Dahej Saurashtra

Cement Ltd. Cement Ltd. Loesche India Ltd

Orissa Cement

Loesche India Ltd

Dalmia Cement (Bharat)

40

Simplicity 8 Projects (P) Ltd. 9 Cimmco Birla Ltd. Cimmco Birla Ltd.

Birla Periclase (Indian Rayon) Birla Cooper Dahej

Belt Conveyor Structure, & Bucket Elevators Stacker Reclaimer Boom & Loop Car Stacker Reclaimer Twin Boom, Loop Car, Box Girder, etc. Raw Mill, Lever

10

Usha Ispat Ltd.

11

Loesche India Ltd

Madras Cement

Scaling, Coal Mill Raw Mill and Classifier Platform Stacker Reclaimer Boom, Loop Car, Box Girder. Drag Chain Conveyor, Belt Conveyor Belt Conveyor, Rope Sheave

12

Cimmco Birla Ltd. Naveen Ind.

Malvika Steels Ltd. Century Pulp and Paper Ltd.

13 Project (P) Ltd.

14

Cimmco Birla Ltd.

Laxmi Cement assembly, Drive Sirohi Rajasthan and non Drive Wheel Support, Inverse Station, Link Bearing, etc. Belt Conveyor String & Short Support Bend Pulley Head, Pulley, Tail/Take up Pulley etc.
41

15

Cimmco Birla Ltd.

Maihar Cement

Naveen Ind. Grasim 16 Project (P) Ltd. Cement Ltd. Raipur

Twin boom 17 Cimmco Birla Ltd. Grasim Cement Ltd. Raipur Structure Rope Sheaves assembly for Boom and Mast, Hoist etc. 18 Cimmco Birla Ltd. Simplicity 19 Projects (P) Ltd. Loesche 20 India Pvt. Ltd. Loesche 21 India Pvt. Ltd. Loesche 22 India Pvt. Ltd. 23 Grasim Ind. Ltd. Neershree Cement Neershree Cement Neershree Cement A.C.C. Gagal (H.P.) Balarpur Industry Ltd. Madras Cement Ltd. ALATHIYUR-II C.C.C.L. KAKINARA GRASIM, HIRMI Grasim Ind. Ltd. Nagda (M.P.) Neershree Cement MORAK Neershree Cement MORAK Neershree Cement MORAK
42

Belt Conveyor Galleries Transfer Tower Trestle Belt Conveyor Galleries Transfer Tower Trestle Clinker Mill Platform

Raw Mill Platform

Armour Ring

Cone aid Impeller

24

Drive Axle Shaft

25

Pulleys for Belt Conveyor Rim Segment for Bucket Elevator

26

27

Neershree Cement

Neershree Cement MORAK Screw Conveyor

Details Of Equipment Supplied To Various Sugar Plants

No.

Purchaser Name

Project

Equipment Description Juice Sulphiter

M/s I.S.G.E.C Chopda SSK 1 Ltd., Maharashtra 2 M/s I.S.G.E.C Mawana Sugar Works

Mascerator

M/s I.S.G.E.C Kothari Sugar & Ducting for 3 Chemicals Ltd. Trichy M/s I.S.G.E.C Hinganghat SSK Baggs, Carrier, 4 Ltd. Maharashtra M/s I.S.G.E.C Chandrabhaga 5 M/s I.S.G.E.C 6 SSK Ltd. Maharashtra Gayatri Sugar Complex, Nellure M/s I.S.G.E.C 7 8 Neoli Sugar Factory Ducting for Boiler, Rake Carrier, Mill Gang way Rake Carrier Baggs Carrier, etc. Elevator, Crystalizer Boiling House Structure Boiler

M/s I.S.G.E.C Kothari Sugar & S.A. Ducting

43

Chemicals Ltd. Trichy M/s I.S.G.E.C Saraswati Sugar Boiling House 9 Mill, Yamuna Nagar M/s I.S.G.E.C Rega Sugar 10 Company Ltd. Bihar M/s I.S.G.E.C Megna Agro 11 12 M/S Triveni Ltd. M/S Triveni 13 Engg. Works Ltd. M/S Triveni 14 Engg. Works Ltd. 15 M/S Triveni Ltd. 16 M/s CIMMCO Kakira Sugar International M/s SUMAC 17 International Boiling House Rake Carrier Bags Carrier, Save all Crystaliser Boiling House Equipment, Project, Uganda Structure Faridkot Coop & Ajanala Sugar Mills M/s 18 Walchand Nagar Ltd. Gohana Sugar Mills
44

Structure Rake Carrier Baggs Carrier, etc. Ducting for Boiler, Rake Carrier Syrup Sulphiter, Crystalizer, Pan Syrup Sulphiter, Crystaliser Syrup & Juice Sulphiter Boiling House Structure

Industries, Sitapur Shree Rewa Bharuch Nandi SSK, Bijapur Adinath SSK, Maharashtra Oswal Sugar Engg. Works Khand Udyog,

Engg. Works Ltd. Mukerian

M/s 19 Walchand Nagar Ltd. M/s 20 Walchand Nagar Ltd. M/s 21 Walchand Nagar Ltd. M/s Mitsui 22 Babcock Energy(I) Ltd. M/s I.S.G.E.C 23

Gohana Sugar Mills

Boiling House Equipment, Air Heater

Sirsa Sugar Mill Assembly Ducting, Hoppers etc. Air Heater Assembly & Tube Sheet Mill Drive Nagar Taluka SSK Ltd. Components i.e. Plummer Blocks Gear & Pinion Shaft etc. M.S. Fabricated Pipes & Bends

Gohana Sugar Mills Godavery Sugar Mills

24

M/s I.S.G.E.C Nagar Taluka SSK Ltd.

Delhi Metro Project

Spacechem has been doing considerable work for the prestigious Delhi Metro Railway Corporation Project by way of manufacturing and supplying fabricated equipments for the Tunnel, Platforms with erection and commissioning at their stations. Both KSHI JV and IMCC are the major customers. Detail of equipments provided to Delhi Metro-

45

No. Purchaser Name 1 2 3 4 5 6 7 8 9 JV JV JV JV JV JV JV JV M/s I.M.C.C

Project

Equipment Description

M/s K.S.H.I - Delhi Metro STEEL PIPES Project Project Project Project Project Project Project Project Delhi Metro EYE SEAL Project Delhi Metro TRAIL RING Project SUPPORT FRAME SUPPORTS Delhi Metro CONTROL PANEL Project Delhi Metro CABLE BRACKETS Project Delhi Metro THREADED BAR Project Delhi Metro MANRIDING CAGE Project LAGGING PLATES M/s K.S.H.I - Delhi Metro STOP AND CHISEL M/s K.S.H.I - Delhi Metro SOLDIER PILES M/s K.S.H.I - Delhi Metro BRACE PIECE M/s K.S.H.I - Delhi Metro LAGGING PLATES M/s K.S.H.I - Delhi Metro PLUNGE COLUMN M/s K.S.H.I - Delhi Metro LAGGING PLATES M/s K.S.H.I - Delhi Metro SHAFT AND NUT

10 M/s I.M.C.C 11 M/s I.M.C.C 12 M/s I.M.C.C 13 M/s I.M.C.C 14 M/s I.M.C.C

46

CHAPTER 7

47

DATA ANALYSIS & INTERPRETATION

CHAPTER - 7 Data Analysis & Interpretation __________________________________________

At Spacechem Enterprises I was placed as an intern directly under the Director Mr. K.A Garg and had a constant interaction with Mr. Manish Jain, marketing head at Spacechem Enterprises. Spacechem Enterprises is a small scale organization & the organization structure is very simple at Spacechem. There are 3 departments here1) Marketing
48

2) Finance 3) Production There are heads for each department here and all the business activities are divided amongst these departments. I was placed in the marketing department, and was supposed to understand the company literature, its marketing techniques, customer base, and production processes. During my internship I also made 2 presentations about the company profile and also helped in the designing of company brochure. I also attended promotional meetings with customers. Thus there were actually 3 opportunities where I got to learn something new and use my creativity. These opportunities also provided the real time information to me. I would now analyze the three areas. These are as followsCase 1 Objective- To design the brochures for the company, along with its marketing team members Learning- For a company like Spacechem, that provides customized goods along with ample amount of services a brochure acts as a very important tool for marketing. 1. A customer cannot judge the product manufactured and the services before they are actually delivered to him, thus, a good informative and attractive brochure can act as a powerful tool to attract customer at first site. 2. Since, brochure is such an important element of promotion for such an organization, there has to be a very careful attitude at the time of its designing because this brochure can make u win a customer or loose him. 3. The important decisions to be taken while designing the brochure were49

What information to be included and what to information to be excluded The language has to be impressive but not very difficult to understand. Right sequencing of information is a must. The information should be reliable and should be supported by figures and fact where ever needed.

The brochure should have right mix of facts, figures, graphics and information.

It should be interesting and provide all the information as per the customer requirements. Case 2

Objective- To design a presentation for the company that should be used as companys profile and would be used at the time of initial meetings with the customers Learning- Presentation has its own importance as compared to brochure these are as follows1. Presentation is as important as a brochure. 2. The purpose is same but it is a better means to communicate the idea with a customer as it can be easily modified according to the different needs of the customer anytime, anywhere. 3. It also uses better graphics and animations that make it more effective as compared to the brochure. 4. The important decisions to be taken here were-

50

As we know presentation is a graphical tool that can be used to attract customer thus, efforts were made to make the presentation attractive by using effects.

I had to be also careful that the presentation doesnt look informal and give a wrong impression of the company.

At the same time, the presentation should have provided all the necessary information without being to assertive.

There has to be solid evidence to each fact given in the presentation and the presentation should be able to win the trust of a customer.

It should market the company as well as its earlier achievements and products. Since, the products are customer tailored no one can judge how the Company will make it, thus it is necessary to include the experience about making similar product in past.

Both Brochure and presentation were made out of information on Companys own website and from the internet. And also it used records from the past. While the presentation was used at meetings for marketing, the brochures are still in process of amendments and printing.

Case 3 Meetings and the experience of working with the marketing team during this time period added another dimension to my research. There were 2 main meetings that I attended. These were1) First meeting was with Mr. Vijay Singh, Head (purchases) at Varroc Group of companies.
51

2) Second meeting was with Mr. Wadi Singh, Director Premium Moldings and Precisions. 3) And other then this there were some one to one interactions that I observed as customers visited the office during my time period over there. I attended these meeting with the Director Mr. K.A Garg, the basic agenda of the meeting was to develop new customers and the interactions with the 2 companies are I progress. I was also supposed to understand other areas of a business such as finance and production in order to be an effective sales person of customer tailored goods. Meetings are to be conducted very carefully and the following things are to be kept in mind to make them a success1. Right tools had to be used at right time such as brochure, presentations, right information. We used a sample brochure and presentations at the meetings to be effective. 2. For customized goods its usually a one to one interaction or one to many as only a person with good technical knowledge is needed and also if there are many people to explain those details it might lead to confusions. 3. The person has to be perfectly skilled and should have a good presence of mind to understand the situation and act wisely according to the situation. 4. The response of customers to all most all the interactions was good. The process is still going on since striking a deal in such businesses takes longer time duration. The company is hopes for best results.

52

CHAPTER 8 FINDINGS

CHAPTER - 8 Findings __________________________________________

53

During my tenure of internship at Spacechem Enterprises I got to learn many things from my seniors as well as from the experiences that I gained during my tenure. Though I was engaged in marketing activities over there but I got the knowledge of other spheres of business as well. For example, I learned that how the firm is producing its products, how they are calculating profits, how they maintain their accounts and much more. Though now I will talk specifically about my findings in the field of marketing only, but I mentioned the above statement because one of the most important things that I learned is that a marketer should have the knowledge of all the spheres of the business especially in case of industrial goods because all the spheres are inter related and todays well aware customer can demand for any piece of information and while interacting with those customers a marketing person should have answer to all the queries put up by the customer in order to be smart and effective. Now, I will discuss about my findings regarding the promotional strategies of Spacechem Enterprises. These are as follows1) Transactions at Spacechem- Spacechem is dealing more into Business to business (B2B) transactions with very few transactions in Business to consumer (B2C). We can also see this in the data above that all the transactions in past few years are B2C. 2) Frequency of transactions- There are not a huge number of transactions at Spacechem but only a few transactions with huge amount involved in each of them. 3) Major Customers at present- Robins Tunneling & Technology India Private Limited, Larson & Turbo, Delhi Metro Via Intermediaries, Continental Engineering Corporation And Many others .

54

Each of these Customers has huge transactions with Spacechem Enterprises. 4) Type of selling- Company focuses on personal selling as the fabricated products are highly customized as per the customer as the products manufactured here are all used in various kind of engineering applications. Also there is a huge amount involved in each transaction, thus, only personal selling is preferable. 5) Networking- Business networking is a very important element for a company like Spacechem for its promotion activity because there are not much promotional activities that can be done for products produced at Spacechem as they are highly customized and industrial application products. 6) Careful promotion Activity- At the time of Promotional meetings for the product the marketing person has to be highly careful & smart so that he by any chance doesnt misses the opportunity to make a new customers because in this industry the number of customers and transactions is very limited and amount at stake with each customer is very high thus, even a single opportunity cannot be missed. 7) Quality control- The Company also follows a strict policy regarding the quality of its manufactured products and their timely delivery to customers again because of high amounts involved in each transaction. Thus there is a very careful appraisal of each activity of production and also very timely quality checks and testing. 8) Involvement of top management in promotion- Since promotion in this Company is a very important activity because of above mentioned reasons; the promotion activities form the most important part of business. And thus more than 90% of promotional presentations and meetings are done by the top management itself.
55

9) Services- At Spacechem the nature of products is so that the company has to provide a number of services along with its core product to be at an edge with its competitors. These services include Implementation of product at the site, Quality checks, after sale maintenance and many others. Because of the nature of its products and services Spacechem provides on the site and off the site human resource. (But sometimes there are labor shortages at the company) 10) Competition- At present there is a huge amount of competition in the iron and steel fabrication industry. There are local competitors to Spacechem from NCR and around as well as there are big business giants that provides this product line such as TATA, Essar Steel and many more. 11) Efforts to tackle competition- The Company has to keep huge amount of smart manpower which is available 24*7, off the site as well as on the site. There is not machinery involved in this industry as it is a labor intensive industry thus the focus at Spacechem is to indulge smart people and also implement new technology as and when required. 12) Basic promotional strategy- There is no specific promotional strategy but focus is to get order and customers by grabbing opportunities that come to Spacechem through Business networking. Other then this, the Company has its own website for advertisement www.spacechem.in & also has brochures that are used along with presentations at the time of promotional meetings. The company also has a major focus at good presentations that are made from time to time as per the requirements of customers. This is because of high customization of each product that presentations are needed to convince customer.

56

57

CHAPTER 9 SUGGESTIONS

CHAPTER - 9 Suggestions __________________________________________

There are certain systems that are common in all growing organizations but from my working experience I learned that every organization needs to customize these systems as per their requirements. Spacechem is also doing the same in order to grow, and is very effective in that. But every organization needs to transform with the time as todays
58

business environment is highly dynamic. Thus I would like to suggest following suggestions on the bases of my observation. These are as follows1. As we see the past sales Data we can see that The Company sells more then 90% of its goods via intermediaries thus adding to the cost of final customer. Thus if it reduces the intermediaries it can offer a better price and thus gain more market share (Export). 2. There is at times shortage for labor at the organization the company should have better back up for the labor as its a labor intensive industry. This will help the company serving customers better and building brand image that can help in promoting the Company better. 3. Spacechem should plan to involve in more business activities and widen its spectrum in order to gain more market share and build stronger image in its customer. 4. Company is cost efficient but and also trying to bring new technologies into use, but it should further try to save costs by ,forming cost centres that would help it to offer lower price as compared to its competitors. From above suggestions also, we can see that all spheres of business are inter related such as promotion, production, costs, Marketing channels. And all these ultimately help an organization to grow better by providing it an edge over its competitors.

59

CHAPTER 10
60

CONCLUSION & LEARNING

CHAPTER - 10 Conclusion & Learning __________________________________________

The internship program in all was a wholesome gaining experience. It added a new dimension to the mind and made me learn about many new things. It also added an experience of doing the things that were already known and helped in enhancing minutest of practical knowledge about those things.
61

It helped in gaining the practical knowledge of tasks such as brochure designing, presentation making, advertising, conducting meetings and many other things.

It also gave a chance to know about metal fabrication industry in detail and how it works, the giants in this business, the technicalities, the limitations, growth and much more.

It also gave an exposure to what it is actually working in a corporate environment and what is the code of conduct we should follow for rest of the life. It also helped to know new people and work with them.

I also got to learn about working of a company, its policies, its promotional techniques, production, strategies, etc.

Finally, the biggest teaching was that be it promotional strategies or any other sphere of business every thing is changing every moment because of the dynamic nature of the situations that occur in a business and a corporate person has to be always well aware of his surroundings, dynamic and capable to make right decision as per the situation.

At the end I would conclude that I thoroughly enjoyed this experience and would be waiting for more such experiences to gain further knowledge.

Bibliography The information in this report is based on both primary as well as secondary data. These are the interactions with Mr. K.A Garg, Director (Spacechem Enterprises) Mr. Manish Jain, Marketing Head (Spacechem Enterprises)
62

The Secondary Data is taken from the following sites on internet www.auditnet.org/docs/ICQ www.economictimes.com/metalindustrywatch www.financialexpress.com www.marketwatch.com www.spacechem.in www.researchunderstanding.hr-issues.shtml www.businessstandards.com/metalfabricators www.ficci.com

The book referred in making of this report is Marketing Management by Keller and Kotler.

Annexure1

63

Annexure1

13. Remarks

13. Remarks

64

65