Download - Summer Internship Report
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