REPORT

SUMMER INTERNSHIP REPORT

SUMMER INTERNSHIP REPORTMarketing (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.

2

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.

3

Index

1. Promotional mix (introduction) 5

2. Company Profile(Spacechem Enterprises) 8

3. Industry Profile 24

4. Research Methodology 29

5. Limitations To The Research 32

6. Important Data 35

7. Data Analysis & Interpretation 49

8. Findings 54

9. Suggestions 59

10.Conclusion & Learning 62

11.Bibliography 64

12.Presentation(ANNEXURE1)

13.Certificate(ANNEXURE2)

14.Remarks 65

4

CHAPTER-1

PROMOTIONAL MIX

(INTRODUCTION)

5

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.

6

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.

7

CHAPTER - 2

COMPANY PROFILE

8

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.

9

In brief Spacechem has been manufacturing and supplying high

quality fabricated structures, assemblies and equipments including

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 us with mutually beneficial strategy.

(Solution Provider for Engineering Design, Fabrication &

Manufacturing)

10

QUALITY CONTROL AT SPACECHEM ENTERPRISES

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\\

11

Industries catered by Spacechem Enterprises

Infrastructure sector

Cement plants

Sugar plants

Petrochemical refineries &industries

Tunneling

Steel & power

Water treatment & effluent disposal

12

PRODUCTS MANUFACTURED AT SPACECHEM ENTERPRISES

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 Equipments- Belt 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.

13

INFRASTRUCTURE

1.

Total Area (M²):

Covered (M²):

Open (M²):

Unit-I:

2,250

1,256

994

2.

Total Area (M²):

Covered (M²):

Open (M²):

Unit-II:

5,600

1,628

3,972

3

Total Area (M²):

Unit-III:

10,000

4. Material handling

facility and maximum

hook height

Unit-I: Two EOT

Cranes of Capacity 10

and 20 MTs with hook

height: 6 Mtr

Unit-II: One EOT

Crane of Capacity 50

MT with hook height 9

Mtr

5. Staff details Technical &

Supervisory - 15 all

engineers and diploma

holders. Managerial -

10 engineers,

accountants, MBA

14

Skilled and Semi-skilled

Workers - 200 including

fitters, qualified welders

& experienced

contractors.

6. Quality Set-up ISO 9001 : 2008

certified Dedicated

engineers for shop

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

15

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,

Surface Grinders,

Hobbing Machines,

Shaper, Planner,

Lathes etc.

9. Design & drawing

facility

CAD available in-house

16

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

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.

17

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.

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

18

– 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.

» 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.

19

Products Manufactured At Spacechem Enterprises

PART TO BE USED IN A FABRICATED STRUCTURE

20

MUD BUCKET

21

PRESSURE VESSEL OF ONE TYPE

DUCTING PIPE

STRUCTURED USED TO CARRY SPECIFIC PARTS AND OBJECTS

(FOR DELHI METRO)

22

PRESSURE VESSEL OF ONE MORE TYPE

23

WAGON TIPPLER

SCREW CONVEYOR

24

CHAPTER – 3

INDUSTRY PROFILE

25

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,

26

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 sector—fabricated structural metal bar joist and concrete reinforcing bars—

accounted for over 65 percent industry shipments in the late 1990s. The second

category—structural metal for bridges—represented 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 category—fabricated 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

27

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.

28

Industry Leaders

Valmont Industries Inc. was a leading company in this industry. The Valley, Nebraska-

based 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 division—Acme Packaging—earned 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 thin-

slab 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.

29

CHAPTER – 4

RESEARCH METHODOLOGY

30

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,

Company’s literature forms the secondary data in my report.

Sampling Technique and Size- In this project there is no sampling technique

used in particular.

31

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.

32

CHAPTER – 5

LIMITATIONS TO THE RESEARCH

33

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 here-

1. 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 doesn’t include much about- push & pull strategy, viral marketing,

Sponsorship and others.

34

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.

35

CHAPTER – 6

IMPORTANT DATA

36

CHAPTER – 6

IMPORTANT DATA

__________________________________________

Data of Past Years’ Sale on bases of Which Company’s current Promotion

Strategy is designed

MOST RECENT PROJECTS BY SPACECHEM ENTERPRISES

Ye

ar

Equipm

ent

Buyer Project Appr

ox.

Value

20

08

Backup

Structur

e

Robbins

Tunneling

&

Technolo

gy India

Pvt. Ltd.

RI-712041 Rs.

42

million

20

08

Backup

Structur

e

Robbins

Tunneling

&

Technolo

gy India

Pvt. Ltd.

RI-707121 Rs.

38

million

20

08

Californi

a

Crossin

Robbins

Tunneling

&

RI-8D021 Rs.

50

37

g Technolo

gy India

Pvt. Ltd.

million

20

08

TBM

Back up

Gantry

Herrenkn

ect AG

HKI/RPO/004/S-400 Rs.

50

million

20

08

Sleeper

s /

Reactio

n Frame

Larson &

Turbo

PR/Capital / 009 Rs.

30

million

20

08

Reactio

n Frame

Continent

al Engg

Corporati

on

CEC/DEL/AWD/

A5.7.1/186

Rs. 8

million

20

08

Launch

Face

Frame

Continent

al Engg

Corporati

on

CEC/DEL/AWD/

A5.7.1/180

Rs. 5

million

20

08

Craddle Continent

al Engg

Corporati

on

CEC/DEL/AWD/

A5.7.1/178

Rs.

10

million

20

07

TBM

Back-up

Structur

e

Robbins

Tunneling

and

Technolo

gy (India)

Pvt. Ltd

AMR - 0601 Rs.

30

million

20 TBM Robbins AMR - 0601 Rs.

38

07 Segmen

t Lifter

Assembl

y

25

million

20

07

TBM

Duct

Cassett

es

Robbins AMR - 0601 Rs. 5

million

20

07

TBM

Scaffold

s

Robbins AMR - 0601 Rs. 3

million

20

07

TBM

Transfer

Convey

er

Robbins AMR - 0601 Rs.5

million

20

07

Working

Line,

Transfer

Line &

Table,

Curing

Line &

Chambe

r

Herrenkn

echt AG

Segment factory,

Veligonda

Rs. 6

million

20

05

Louvers IMCC Delhi Metro Rs. 1

million

20

04

Staircas

es

IMCC Delhi Metro Rs.

25

million

39

20

04

Lattice

Girders

IMCC Delhi Metro Rs. 9

million

20

04

Cross

Passage

s

IMCC Delhi Metro Rs. 3

million

20

04

Corrugat

ed Steel

Sheets

&

Bracket

Support

KVIS JV Delhi Metro Rs.

16

million

20

05

Platform

Structur

e

Alstom

Projects

T.N.E.B. Rs. 4

million

20

05

IBR

Pipes

Unitech

Machines

Ltd.

Shakti Sugar Rs.

6.5

million

Detail Of Equipment Supplied during 2006 - 2008

Yea

r

Equipment Buyer Project Appro

x.

Value

200

8

SKS

Classifier

Humbol

dt

Wedag

India

Pvt. Ltd.

46000174/175/76/

77

Rs. 10

million

40

200

8

Bag House Humbol

dt

Wedag

India

Pvt. Ltd.

45002787 Rs. 12

million

200

7

V

Separator

SKS

Separator

Humbol

dt

Wedag

India

Pvt. Ltd.

UltraTech

Cement

Rs. 3.0

million

200

7

SKS

Classifier

Humbol

dt

Shree Cement Rs. 2.6

million

200

7

Control Bin

Dia. 7.5 Mt

Humbol

dt

Aditiya Cement Rs. 2.3

million

200

7

Quartz

Cyclone

Humbol

dt

UltraTech Rs. 1.6

million

200

6

Feed Bin

Trolley

Humbol

dt

Vikram Rs. 1.6

million

200

6

SKS

Classifier

Humbol

dt

ShreeRas

Cement

Rs. 2.0

million

200

6

Classifier

Housing,

Cage

wheel

Housing

Humbol

dt

Shree Cement Rs. 1.3

million

200

6

Double

Cyclone

Humbol

dt

Vikram Rs. 1.0

million

200 Hopper Humbol Grasim Rs. 2.3

41

6 Compensat

or

dt million

200

6

V

Separator

Humbol

dt

Orient Rs. 3.0

million

200

5

VSK

Classifier

Humbol

dt

Grasim Rs. 1.9

million

200

6

Raw

Material

Platforms

Loesch

e India

Private

Ltd.

Madras Cement. Rs. 1.0

million

200

6

Mill

Platforms

Loesch

e

Jindal Slag Rs. 1.0

million

200

6

Gratings IFFCO Phulpur Rs. 1.1

million

Details Of Equipment Supplied To Various Cement Plants

No

.

Purchaser

NameProject

Equipment

Description

1Cimmco

Birla Ltd.N M D C (M.P)

Belt Conveyor,

Stringer & Short

Support

2

Neer Shree

Cement

Rajasthan

Neer Shree

Cement

Rajasthan

Bogie Wheel with

Shaft for Stacker

Reclaimer Holding

Bar for Impacter

42

3

Shriram

Cement

Rajasthan

Shriram

Cement

Rajasthan

Forged Machined

Flanges for Torsion

Shaft

4

Naveen Ind.

Project (P)

Ltd.

Birla Cooper

Dahej

Skirt Board,

Counter Weight

box, etc

5Saurashtra

Cement Ltd.

Saurashtra

Cement Ltd.

Tooth Shank for H

M 2071 Loader

6Loesche

India Ltd

Orissa

Cement

Raw Mill, Coal Mill

Lever Scaling, Coal

Mill Raw Mill and

Classifier Platform

7Loesche

India Ltd

Dalmia

Cement

(Bharat)

Raw Mill, Coal Mill

Lever Scaling, Coal

Mill Raw Mill and

classifier Platform

8

Simplicity

Projects (P)

Ltd.

Birla Periclase

(Indian Rayon)

Belt Conveyor

Structure, & Bucket

Elevators

9Cimmco

Birla Ltd.

Birla Cooper

Dahej

Stacker Reclaimer

Boom & Loop Car

10Cimmco

Birla Ltd.

Usha Ispat

Ltd.

Stacker Reclaimer

Twin Boom, Loop

Car, Box Girder,

etc.

11 Loesche

India Ltd

Madras

Cement

Raw Mill, Lever

Scaling, Coal Mill

Raw Mill and

43

Classifier Platform

12Cimmco

Birla Ltd.

Malvika Steels

Ltd.

Stacker Reclaimer

Boom, Loop Car,

Box Girder.

13

Naveen Ind.

Project (P)

Ltd.

Century Pulp

and Paper Ltd.

Drag Chain

Conveyor, Belt

Conveyor

14Cimmco

Birla Ltd.

Laxmi Cement

Sirohi

Rajasthan

Belt Conveyor,

Rope Sheave

assembly, Drive

and non Drive

Wheel Support,

Inverse Station,

Link Bearing, etc.

15Cimmco

Birla Ltd.

Maihar

Cement

Belt Conveyor

String & Short

Support

16

Naveen Ind.

Project (P)

Ltd.

Grasim

Cement Ltd.

Raipur

Bend Pulley Head,

Pulley, Tail/Take up

Pulley etc.

17Cimmco

Birla Ltd.

Grasim

Cement Ltd.

Raipur

Twin boom

Structure Rope

Sheaves assembly

for Boom and Mast,

Hoist etc.

18Cimmco

Birla Ltd.

A.C.C. Gagal

(H.P.)

Belt Conveyor

Galleries Transfer

Tower Trestle

44

19

Simplicity

Projects (P)

Ltd.

Balarpur

Industry Ltd.

Belt Conveyor

Galleries Transfer

Tower Trestle

20

Loesche

India Pvt.

Ltd.

Madras

Cement Ltd.

ALATHIYUR-II

Clinker Mill Platform

21

Loesche

India Pvt.

Ltd.

C.C.C.L.

KAKINARARaw Mill Platform

22

Loesche

India Pvt.

Ltd.

GRASIM,

HIRMIArmour Ring

23Grasim Ind.

Ltd.

Grasim Ind.

Ltd. Nagda

(M.P.)

Cone aid Impeller

24Neershree

Cement

Neershree

Cement

MORAK

Drive Axle Shaft

25Neershree

Cement

Neershree

Cement

MORAK

Pulleys for Belt

Conveyor

26Neershree

Cement

Neershree

Cement

MORAK

Rim Segment for

Bucket Elevator

27Neershree

Cement

Neershree

Cement

MORAK

Screw Conveyor

45

Details Of Equipment Supplied To Various Sugar Plants

No

.

Purchaser

NameProject

Equipment

Description

1

M/s I.S.G.E.C Chopda SSK

Ltd.,

Maharashtra

Juice Sulphiter

2M/s I.S.G.E.C Mawana Sugar

Works

Mascerator

3

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

Chemicals Ltd.

Trichy

Ducting for

Boiler

4

M/s I.S.G.E.C Hinganghat

SSK Ltd.

Maharashtra

Baggs, Carrier,

Elevator,

Crystalizer

5

M/s I.S.G.E.C Chandrabhaga

SSK Ltd.

Maharashtra

Boiling House

Structure

6

M/s I.S.G.E.CGayatri Sugar

Complex,

Nellure

Ducting for

Boiler, Rake

Carrier, Mill

Gang way

7

M/s I.S.G.E.CNeoli Sugar

Factory

Rake Carrier

Baggs Carrier,

etc.

46

8

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

Chemicals Ltd.

Trichy

S.A. Ducting

9

M/s I.S.G.E.C Saraswati Sugar

Mill, Yamuna

Nagar

Boiling House

Structure

10

M/s I.S.G.E.C Rega Sugar

Company Ltd.

Bihar

Rake Carrier

Baggs Carrier,

etc.

11

M/s I.S.G.E.C Megna Agro

Industries,

Sitapur

Ducting for

Boiler, Rake

Carrier

12 M/S Triveni

Engg. Works

Ltd.

Shree Rewa

Khand Udyog,

Bharuch

Syrup Sulphiter,

Crystalizer, Pan

13

M/S Triveni

Engg. Works

Ltd.

Nandi SSK,

Bijapur

Syrup Sulphiter,

Crystaliser

14

M/S Triveni

Engg. Works

Ltd.

Adinath SSK,

Maharashtra

Syrup & Juice

Sulphiter

15 M/S Triveni

Engg. Works

Ltd.

Oswal Sugar

Ltd. Mukerian

Boiling House

Structure

16M/s CIMMCO

International

Kakira Sugar

Project, Uganda

Boiling House

Structure

17 M/s SUMAC

International

Faridkot Coop &

Ajanala Sugar

Rake Carrier

Bags Carrier,

47

MillsSave all

Crystaliser

18

M/s

Walchand

Nagar Ltd.

Gohana Sugar

Mills

Boiling House

Equipment,

19

M/s

Walchand

Nagar Ltd.

Gohana Sugar

Mills

Boiling House

Equipment,

20

M/s

Walchand

Nagar Ltd.

Sirsa Sugar Mill

Air Heater

Assembly

21

M/s

Walchand

Nagar Ltd.

Gohana Sugar

Mills

Ducting,

Hoppers etc.

22

M/s Mitsui

Babcock

Energy(I) Ltd.

Godavery Sugar

Mills

Air Heater

Assembly &

Tube Sheet

23

M/s I.S.G.E.C

Nagar Taluka

SSK Ltd.

Mill Drive

Components i.e.

Plummer Blocks

Gear & Pinion

Shaft etc.

24M/s I.S.G.E.C Nagar Taluka

SSK Ltd.

M.S. Fabricated

Pipes & Bends

Delhi Metro Project

48

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-

No

.

Purchaser

Name

Project Equipment

Description

1 M/s K.S.H.I -

JV

Delhi Metro

Project

STEEL PIPES

2 M/s K.S.H.I -

JV

Delhi Metro

Project

STOP AND CHISEL

3 M/s K.S.H.I -

JV

Delhi Metro

Project

SOLDIER PILES

LAGGING PLATES

4 M/s K.S.H.I -

JV

Delhi Metro

Project

BRACE PIECE

5 M/s K.S.H.I -

JV

Delhi Metro

Project

LAGGING PLATES

6 M/s K.S.H.I -

JV

Delhi Metro

Project

PLUNGE COLUMN

7 M/s K.S.H.I -

JV

Delhi Metro

Project

LAGGING PLATES

8 M/s K.S.H.I -

JV

Delhi Metro

Project

SHAFT AND NUT

9 M/s I.M.C.C Delhi Metro

Project

EYE SEAL

49

10 M/s I.M.C.C Delhi Metro

Project

TRAIL RING

SUPPORT FRAME

11 M/s I.M.C.C Delhi Metro

Project

CONTROL PANEL

SUPPORTS

12 M/s I.M.C.C Delhi Metro

Project

CABLE BRACKETS

13 M/s I.M.C.C Delhi Metro

Project

THREADED BAR

14 M/s I.M.C.C Delhi Metro

Project

MANRIDING CAGE

50

CHAPTER – 7

DATA ANALYSIS &

INTERPRETATION

51

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 here-

1) Marketing

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 follows-

52

Case 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 were-

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

53

Objective- To design a presentation for the company that should be used as company’s

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

follows-

1. 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-

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 doesn’t 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.

54

Both Brochure and presentation were made out of information on Company’s 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 were-

1) First meeting was with Mr. Vijay Singh, Head (purchases) at Varroc Group of

companies.

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 success-

1. 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.

55

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.

CHAPTER – 8

FINDINGS

56

CHAPTER - 8

Findings

__________________________________________

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

today’s 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.

57

Now, I will discuss about my findings regarding the promotional strategies of

Spacechem Enterprises. These are as follows-

1) 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 .

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 58

by any chance doesn’t 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.

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

59

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.

60

CHAPTER – 9

SUGGESTIONS

61

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 today’s

business environment is highly dynamic. Thus I would like to suggest following

suggestions on the bases of my observation. These are as follows-

1. 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 it’s a labor intensive industry. This will help the

company serving customer’s 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.

62

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.

63

CHAPTER – 10

CONCLUSION & LEARNING

64

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.

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.

65

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)

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

66

www.ficci.com

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

Kotler’.

Annexure1

Annexure1

13. Remarks

67

13. Remarks

68