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1BRCM College of Business Administration

Batliboi Ltd. Udhna, Surat.


Structure of the marketing department


C.E.O

Vice President Marketing

General Manager

Regional Manager


Types & classification of product Batliboi is having mainly two types of classification

General purpose machine Redial drill machine Milling machines

CNC machine Vertical machine centers Turning centers

Products and services

The activities of business groups are to manufacture or market different product lines:Batliboi machine group

Machine tools, Udhna(MTU)

Products manufacture and marketed: Conditional milling machines-vertical, horizontal and universal. CNC milling machines. Horizontal machining center. Redial drilling machines-conventional & CNC. CNC turning centers. Conventional and CNC special purpose machines-universal portable drilling

machines. Vertical machine center-own design. Universal pattern milling machine Bed type vertical milling machine

Machine tools distribution (MTT)

Product marketed:

Co-ordinate drilling machine with NC controls. CNC copy milling machines. Bed and floor type horizontal boring and milling machines with NC controls



Machining centers/turning centers. Jig boring machines Gear cutting machines Lathes and CC turning centers. Internal and cylindrical grinding machine and sideway grinding machines with

NC controls Slotting machine metal forming machines for forging sheet metal working machines roll grinding machines special purpose machines

Batliboi textile air engineering group

Product manufacturing at Udhna (Surat)-ISO_9001 certified and marketed.

Central air washer equipment Semi central units Axial flow fans Rotary air filters Rotary water filters Static filters Aerofoil dampers Waste recovery equipment Automatic control equipment Central monitoring system Electronic automatic control equipment for textile air conditioning Waste recovery and conditioning equipment for textile processing

Batliboi textile machinery group

Product marketed

Open and spinning machines Electronic hank to cone winders Embroidery machines Rotary/flat bed printing machines Dying machines Rotor spinning machines



Two for one twister for filaments Hank reeling machines Hank to cone winder General purpose winding machines

Knit machinery division

Circular knitting machines Silver knitting and braiding machines Flat knitting Finishing machines for knit fabrics-dyeing machines Inspection machines

Air conditioning and refrigeration group

Product manufactured and marketed:

Semi-hermetic and type compressors in compliance with ISO-9002 standards. Wide range of package air conditioners including Due table split air conditioners –a BATLIBOI specialty Shell and tube high efficiency chillers Air-cooled /water cooler roof- top factory built chillers

The business group undertakes total system engineering and execution of turnkey projects for air-conditioning refrigeration in wide range of application like:

High rise building Board casting studios Computer rooms Clean rooms Hotels Hospitals Power plants Steel plants Petrochemicals Chemical industries Food processing Pharmaceuticals

Batliboi environment engineering LTD

The company undertakes turnkey projects involving system design. Detail engineering, education and commissioning for Liquid pollution control division.



Turnkey water treatment plants Turnkey sewage treatment plants Turnkey water reclamation plants Turnkey tertiary treatment plants Operation and maintenance of plants Manual bar screened Aerators Clarifiers Agitators Digesters Mechanical dewatering system Thickeners Clariflocclators Flash mixers Pressure filters Gravity filters

Air pollution control division

o Wet system

Cyclonic scrubbers Spray towers Impingement scrubbers Packed bed scrubbers Venture scrubbers

o Dry system

Bag filters Cyclones Multilane Reserve air bag houses Electrostatic precipitators

o Trunkey projects

Pollution control system



Details of competitors

Globalization is increase day by day, so the company has to face challenging competition from different market over the world. Major competitors of Batliboi are as under:

General purpose machine

Hindustan machine tools Bharat fritz Werner Laxmi machine works

CNC machine

ACE designers Laxmi machine works Jyoti Bharat fritz Werner Cosmos Gujarat lathe manufacturing HMT machine tools HASS PMT machine tools Mac power BFW

Customer segmentation & target marketing

Two wheeler & four wheeler manufacturing unit Auto component manufacturing unit Government defense sector Government institute & educational institute Private job workers Corporate for tool rooms



Unique features of various products

CNC vertical machine center:

Features

Excellent Static and dynamic rigidity with bed type configurationHigh speed precision milling & boring spindlePower tool clampingNo hydraulicsClose Loop Pneumatic counter balance for spindle head carrier

Specification

Details Units Description Traverse X mm 762 Y mm 510 Z mm 510 Work Table mm 950 x 520 Spindle Power kW 5.5 / 7.5 Spindle Speed rpm 60 - 6,000 Spindle Taper - BT 40 Rapid Rate m / min 20 Auto Tool Changer - 21 Tool Linear ATC Control System - Fanuc 0i - MC



CNC Turning center:

Features

Specification

Details Units Description Swing over Bed mm 400 Turning Die mm 225 Turning Length mm 300 Spindle Speed rpm 50-5,000 Spindle Motor kW 5.5 / 7.5 Z axis stroke mm 325 X axis Stroke mm 125 Maximum No of Tools in Turret nos 8 Rapid Traverse m/min 20

Quick drill Bridge Drilling Machine:


Linear motion guide ways for X & Y axis.

60 degree slant angle bed

Single piece bed & base

Top loading of job

Plug n & start concept, there are no connections at site.

Compact less floor space with all items hydraulics power pack, electrical cabinet etc machine mounted.

Coolant tank integral part of machine base

Simplified AC spindle motor mounting for maintenance.


Features

Siemens 802D or Fanuc 0i-MD

High Pressure Through Tool Coolant

Chip Conveyors

Tool Changer

Full Enclosure

Specification

Details Units Description X-axis Travel mm 1200 - 3000 maximum Y-axis Travel mm 1200 - 3000 maximum Distance Between Columns mm 2000 - 3750 maximum Z-axis stroke (Spindle) mm 500 Spindle Speeds rpm 3000 Main Spindle Power KW 22/26



Vertical bed type milling machine:

Specification

Details Units Description Details Units Descriptions Table Size mm 1470 x 630 Traverses: - - Longitudinal(Table) mm 1200 Cross(Table) mm 700 Vertical(Head) mm 600 Spindle Speed RPM 45 - 2000 Spindle Power KW 5.5



Universal bed milling machine:

Specification

Details Units Description Details Units Descriptions Table Size mm 1200 x 700 Traverses: - - Longitudinal(Table) mm 1400 Cross(Table) mm 900 Vertical(Head) mm 700 Circular Movement of Table - 360 Swivel of Milling Head on either side - 45 Spindle Power KW 2.5/3



Portable redial drilling machine with universal head:

Features

Remote control of all machine functions including elevating, traversing, tilting and sleeve locking operations from pendant panel

Remote control of fine adjustment of spindle head in vertical, horizontal and oblique directionEasy control of all machine functions from various position

Rapid traverse for the traversing and elevation of arms

Rapid traverse for column on bed

Wide range of spindle speeds and feeds

Depth drilling to positive stopExtra rigid spindle ensures a smooth run and high quality of all drilling operationsPerfectly rigid machine for site drilling

Dependable lock unit in arm elevating mechanism

Up-to-date conception of machine ensures safety of operation during the work

Simple operation of machine



Distribution Network

Batliboi Company believes in direct marketing for their products. Direct marketing is the use of consumer-direct channel in reach and deliverance of goods and services to customers without using marketing intermediaries. These channels include direct mail, catalogs, web-sites and road shows. Company sells its product through sales representative and he is responsible for the payment of the product and collection of payment. Direct marketers seek a measurable response, typically a customer’s order. These representatives also build long term relationship with the customers. Direct marketing is one of the fastest market growing avenues for serving customers. More and more business marketers have turn to direct mail and telemarketing in response to the high and increasing cost of reaching business markets through sales force. Direct marketing benefits customer in many ways. It saves time and introduces consumer to a larger selection of products. They can do comparative purchasing by browsing through mail, catalog and online sales / purchasing or service. They can order goods for themselves or others. Direct marketing can buy a mailing list containing the names of and personalize messages. Direct marketing can build the continuous relationship with each customer. Direct marketing can be timed to reach prospects at the right moments and reach individual prospect and customer through mail, catalog, marketing and other direct marketing response media etc. the chart of the direct marketing is below:




Business organization

Marketing

Direct response

Media

Miscellaneous media

Trade

Exhibition

Magazine

Internet/telephone

Advertising

creation

Marketing segmentatio

n

Marketing research

Direct marketing


Sales procedure

Sales procedures are started from the inquires. Inquiries are generated by marketing office by various locations. Based on the requirement of customers, they refer the inquiry to Udhna. Udhna prepares orders based on cost of manufacturing and the requirement of parts by customer in the product and submit it to customer. After that order is finalized by authoritative person and sent to it customer. Deal is negotiated. Then order is sent to Udhna for necessary order execution. After the machines are ready. Customers are informed the date when the product will be ready. Based on the dates customer departs their inspector. After inspection customer make payment on the basis of terms and conditions, then the machine is sent to the customers.


Generate the inquiries

Submission of offer

Negotiation & finalization of product

Order

Inspection

Payment

Dispatch


Study of generic level competition

Production capacity:

Name of the company March’08 March’09 March’10 March’11

Batliboi machine tools 0.63 0.63 0.63 0.63

HMT 0.98 0.80 0.88 0.9

Laxmi machine works 0.6 0.6 0.9 0.9

HMT has been a major player in the machine tools manufacturing since 1953 initiated by government of India. The company has progressed over the year and has 42% more capacity than Batliboi. Batliboi has had a consistent capacity from 60% to 90%. A capacity increase suggests that the product’s demand has increased

Name of company March’08 March’09 March’10 March’11


HMT 0.56 0.59 0.59 0.65

Laxmi machine works 0.55 0.57 0.70 0.68

In the year march’11 has made 72% of capacity utilization. LMW has made 75% and Batliboi has made 81%.

Sales volume

Name of company March’08 March’09 March’10 March’11


HMT 125.31 144.33 169.75 175.10

LMW 99.72 104.86 127.63 122.83



The sales value of HMT is highest followed by LMW and Batliboi.

There are a few considerations to be kept in mind comparing companies in mind. HMT is governments run company so all the other government run companies purchase machine tools from this company only. It does not provide after sale service either. Its sales lie in purchase by other government manufacturing companies only.

LMW on the other hand is a private company with a strong presence in the CNC machines and machining centers. The company has a strong brand name and a repeat as well as a large customer base. It has many customers and various service centers throughout India to cater to the maintenance and after sales service needs. It has 18 branches for this purpose. This company is a very strong competitor to the Batliboi ltd.

Batliboi gets customers because it has a lower price compared to its customers of its products. Moreover, the company has very strong after sales service centers across India. There are 16 branches for the purpose of servicing.



Forecasting & sales plan preparation

It is made based on market feedback. It is also base on government policy & customer demand.

Pricing Policy

BATLIBOI Company uses the very easy understanding pricing policies for their products. Company set a price for the first when it develops new product. When it introduces its regular product into a new distribution channels or geographical area. And when it enters bid on new contract work. It’s the company decides where to position its product on quality and price. In short prices are decided by market based on competitor’s prices and features of product/machine.

Six step for pricing policies :

1. Selecting the prizing policy: Survival Maximum current profit Maximum market share Maximum market skimming Product-quality leadership Other objective

2. Determining demand: Price sensitivity Estimating demand curves Price elasticity of demand

3. Estimating costs Types of costs Level of production Target costing

4. Analyzing competitors cost prize and offers5. Selecting a pricing method

Value pricing Going rate pricing

6. Selecting the final price Impact on other marketing activities Company pricing policy Gain and risk sharing pricing Impact of price on other parties



Adapting the price:

Company does their pricing in variety of ways. Even here, top management see general pricing objective and policies and do often approve the process proposed by lower level management. In company where pricing is a key factor, company will often establish a pricing department to set or assist others in determining appropriate prices. This department report to the marketing department, finance department, top department.

Company usually do not set a single price, but rather a pricing structure that reflects variation in geographical demand and costs , market segment requirement ,purchase timing, order levels ,delivery frequencies , guarantees , service contract and other factors.

As a result of discount allowances and promotional support company rarely realize the same profit from each unit of a product that is selling.

Promotion and Advertising policy

New products are developed/features of the old products are enhanced and are exhibited at machine tool exhibitions.

BATLIBOI COMPANY LTD handles promotional activities in different ways .Sometimes in the sales or marketing department, who works with an advertising agency, handles promotional activities. Company often set up its own department, whose manager report to the vice president of marketing. The department’s job is to propose a budget, develop strategy, approve ads and handle direct mail advertising.

In developing promotional activities program, marketing manager must always start by identifying the targets market and buyers motives. Promotional activities are as follows:

1) Participation in exhibition :-

Company regularly takes part in trade show or exhibition to aware the industrial customer about their new project and new technology introduce in machine.



2) Local advertising :-

Company gives advertisement of their product in the newspaper or in the business today magazines.

3) Continuously contact with customer :-

Company always makes continuously contact with their customer, so that any quarries are there, they help their customer and get new requirement of customer.

4) Geographical industry development inquiry :-

Company’s personnel do more leg work to find out geographically demand for their product and always try to find new market, so to increase the sales and increase their customers.

5) Maximum leg works :-

Marketing department manager and top management always give more attention to find the new areas for market. Marketing manager to more legwork to find new market for their product and new customer.

6) Attracting customer through websites :-

Company provides detailed information of their products on the websites so that customer situated outside the India will get the information regarding company’s product; its utility, its features and alike. They can do this whole procedure within a minute without paying for traveling and telephone.

In short, new products are developed / features of the old products are enhanced and are exhibited at various machine tool exhibition.



Taxes applicable on sale activity

During the sale activities, two types of taxes are applicable.

1. Sales tax

Sales tax is a tax, change on the sale or purchase of products. There are two kinds of sales tax that is central sales tax, imposed by each state.Central sales tax is generally payable on the sale of all goods by a dealer in the course of inter-state trade or commerce or, outside a state or, in the course of import into or, export from India.Sales tax is payable to the sales tax authority in the state from which the movement of products commerce. It is to be paid by every dealer on the sales of any goods affected by him in the course of inter-state trade or commerce, notwithstanding that on liability to tax on the sale of products arises under the tax laws of the appropriate state.

2. Excise duty

In order to give a broad guide as to classification of goods for the purpose of duty liability, the central board of excises customs (CBEC) bring out periodically a book called the “Indian customer tariff guide” which contains various tariff rulings issued by the CBEC.The act also contains detailed provisions for warehousing of the imported goods and manufacture of goods is also possible in the warehouses.Central excise revenue is the biggest single source of revenue for the government of India.The union government tries to achieve different socio-economic objectives by making suitable adjustments in the scope and quantum of levy of central excise duty. The scheme of central excise levy is suitably adapted and modified to serve different purposes of price control, sufficient supply of essential commodities, industrial growth, and promotion of small scale industries and like authority for collecting the central excise duty.



Study of control system & reporting system designed for sales employees working in field

Control system is a device or set of devices to manage, command, direct or regulate the behavior of other devices or system.

There are two common classes of control system, with many variations & combinations:

Logic or sequential controls & feedback or linear controls.

There is also fuzzy logic, which attempts to combine some of the design simplicity of logic with the utility of linear control. Some devices or systems are inherently not controllable.

The term “control system” may be applied to the essentially manual controls that allow an operator to, for example close and open a hydraulic press, where the logic requires that it cannot be moved unless logic requires that it cannot be moved unless safety guards are in place.

An automatic sequential control system may trigger a series of mechanical actuators in the correct sequence to perform a task. For example various electric and pneumatic transducers may fold it with product and then seal it in an automatic packaging machine.

Daily reports on customer visited are sent by all field’s sales person. They have been given target for their monthly customer visited based on location.

Different reports generated in marketing department

There are two types of reports are generated in marketing department based on regular period.

1. Monthly report Projection of booking for the month. Projection of billing for the month. Projection of collection for the month.2. Quarterly report Competitors’ information. Production for next quarter booking & billing.


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