SUMMER TRAINING REPORT On “PROMOTION OF EMPLOYEES OF ABB”
Submitted in partial fulfillment of the requirement of degree in Bachelor of Business Administration
UNDER THE GUIDANCE OF:
SUBMITTED BY:
Ms.
Name Class Class R.No Reg. No
(Le (Lecture turerr BBA Departmen tment) t)
Uni.R.No
: RAVI SHANKAR : BBA V sem : :
:
AFFLITED TO MAHARSHI DAYANAND UNIVERSITY, ROHTAK Session 2010-11
ACKNOWLEDGEMENT
First of all I would like to thanks almighty for this b lessing that helped me to achieve everything e verything I had tried to till now.
In Faridabad (Managerial Body and Staff)
Mr. Pramod Kumar (Marketing Replacement) Mr. S.C Bhardwaj (Marketing OEM) Mr. G. Chaturvedi (Marketing Export) Mr. Giriraj Sharma (Marketing Executive)
Next preparing this project report. I want to give special thanks to Mr. Giriraj Sharma and all the staff of Faridabad office. His real guidance and motivation to work hard helped me a lot during my training. In spite of his busy and hectic h ectic schedule it was only personal efforts of him that I could complete my project report without his guidance and motivation. I could not thing about doing my work.
I am also extent my warm thanks to my parents, institute and friends who always encourage me to work hard. And have provided generous sport for my research.
I would like to thanks Mr. Manoj Kumar pass out student of BBA in RBS Delhi. Who helped me in market survey and making project p roject report also.
RAVI SHANKAR
ACKNOWLEDGEMENT
First of all I would like to thanks almighty for this b lessing that helped me to achieve everything e verything I had tried to till now.
In Faridabad (Managerial Body and Staff)
Mr. Pramod Kumar (Marketing Replacement) Mr. S.C Bhardwaj (Marketing OEM) Mr. G. Chaturvedi (Marketing Export) Mr. Giriraj Sharma (Marketing Executive)
Next preparing this project report. I want to give special thanks to Mr. Giriraj Sharma and all the staff of Faridabad office. His real guidance and motivation to work hard helped me a lot during my training. In spite of his busy and hectic h ectic schedule it was only personal efforts of him that I could complete my project report without his guidance and motivation. I could not thing about doing my work.
I am also extent my warm thanks to my parents, institute and friends who always encourage me to work hard. And have provided generous sport for my research.
I would like to thanks Mr. Manoj Kumar pass out student of BBA in RBS Delhi. Who helped me in market survey and making project p roject report also.
RAVI SHANKAR
PREFACE
I have a great pleasure p leasure in presenting my marketing project 'Marketing Research' of ABB INDIALtd. Which is an integral part of the curriculum of our Programmed?
The main purpose of the project is to provide the students with the practical exposure of the today changing industrial scenario. The training develops practical skill and analytical thinking.
Without which one can't consider himself as a qualified capable person. To fulfill this requirement I have completed my training project in ABB INDIALtd. which is indeed a prestigious global industry holding leadership in the variousABBplates. At first every thing seems to be strange and unheard but as the time pass one understand the concepts and working of the organization and there by develop the professional relationship.
Initially it is felt as if a classroom study was irrelevant and useless in any concern working but gradually it is realized that all the basic fundamental concept studies and are linked in one or other ways but how and what can be done with fundamental depending upon the intellectual capability of the individual it just a matter of modifying the theory so as to apply it to a given practical situation.
It presents a sound theoretical exposition along with explanatory notes in a clear and lucid language. The facts are arranged in logical manners.
RAVI SHANKAR
TABLE OF CONTENTS
SNO. 1. 2. 3.
PARTICULARS Company Profile Review of Literature Synopsis of Study: •
Title of project
•
Objectives of study
•
Scope of study
•
Research methodology
Limitations Analysis & interpretation Findings • •
4. 5.
•
Conclusions
Recommendations & suggestions Annexure & Questionnaires •
6.
•
Annexure I
Bibliography Webliography
PAGE NO.
CHAPTER – 1
COMPANY PROFILE
ABB INDIA– AN OVERVIEW
ABB INDIA Limited was established in 1971. It commenced its commercial operations in 1972.ABB INDIA Ltd. is one of the largest commercialABBhouses in India. ABB INDIAhas worked to Exemplary high standard of clutching technology with the use of latest state ofABBtechnology and an excellent pool of talent, trained and highly skilled workforce led by dynamic managers and management staff. ABB INDIA management has thereafter kept pace with latest and sophisticatedABBtechnology being used by developed countries like Japan, UK, France, USA, Canada, Italy, Israel, etc. by close globalization with other clutching companies and equipment manufacturers on a regular basis. The company has a very strong commitment to human resource development and employees substantial expertise in its graduate engineer trainee, trade trainee and diploma engineer trainee schemes. ABB INDIA undertakes total execution of any clutching job that involves pre-ABBprocessing and plant making, BRASS RIVETTING and Bearing MultipleABBmachines. Besides all types ofABBmaking and finishing operation are also carried out in a totally integrated manner.
1. ABBcub limited India's No 1ABBmanufacturer and exporter. 2. 31 years leadership. 3. 1.2 MillionABBdiscs and 0.6 million cover assemblies per annum. 4. Export to more than 30 countries 90% of total exports to north America. 5. OEM to all Major Vehicle Manufacturers. 6. Producer or friction material & powder metal complement. 7. Sole supplier to Indian defence. 8. Largest distribution network for after market. 9. 300 design for the North American market alone.
PLANT & EQUIPMENT
1. All products undergo strict manufacturing and procure controls during various staffs of manufacture. 2. All products are individually and fully balanced to suit different vehicles. 3. ABB INDIA limited follows a policy or providing product & a level or services that constantly meets customer requirements and pursue the programme of continuous improvement therefore improved work practices and involvement of its employees.
DESIGN
Latest stake of the art computerized system.
Quick time to market.
PRODUCT RANGE
160mm-420 dia clutches.
ABBDiscs (Asp./free, unlined silent single and multi stage).
Cover assemblies (Diaphragam, lever, dual).
Kits and components (Hubs, pressure plates, lever, springs).
Metallic Cerametallic, Bonded Discs.
Tractors Clutch, Safari CLUTCH, PTL/Escorts) andABBfor UNA, Maruti, ZEN, CELLO Heavy commercial vehicles, and earthmovers and Battle tasks.
ACHIEVEMENT
ABB INDIA ltd. is the first clutching industry to be certified by ISO 9002. The ABB INDIA is the India no 1ABBmanufacturer and exporter and 31 years of leadership. ABB INDIA ltd. export to more than 30 countries 90% of total exports to north America, and 300 design for the American market alone.
ABB INDIA ltd. ManufacturersABBproduct with high quality and the best recognized standard in the industry. ABB INDIA manufactures 1.2 millionABBdiscs 0.6 million cover assemblies per annum.
OBJECTIVE OF THE COMPANY
To make maximum business, never to compromise on quality and earn maximum profits in order to benefit the employees.
To satisfy the demands of growing organization, employees and the clients.
To ensure maximum satisfaction to the clients.
To maintain integrity & fair play.
To function as a model units, follow all the laws applicable, report profits and pay all the levied taxes.
To maintain an open information system and understanding within the company and outside.
COMPANY'S STRENGTH
CAL established its capabilities starting manufacturing activity without any collaboration originally on reverse engineering but soon established a research and development department with testing equipment for evaluation of clutches.
Today CAL is an originally equipment supplier to all vehicle manufacturing in India besides having a large share in defense , state transport undertaking, replacement market and export.
Technology support from AISIN SEIKI, Japan, and its collaboration for the Japanese vehicle (joint venture with Suzuki motors corporation, japan).
Technology support in powder metallurgy area through its tripartite agreement with DMRL Hyderabad, BPMA and MIMSK. CAL is developing powder metallurgy based cerametallic friction materials for applications like railway brakers, tractor brake discs, scooterABBdiscs, etc.
By way of infrastructure, the company is having adequate technical expertise in design and manufacturing activities with a number of experience qualified engineers and diploma holders.
Six step towards scientific management & improvement productivity Adoption of total quality management (TQM):- Around the time exim bank sanction the development grant, the company adopted the total quality management (TQM) as its philosophy for all its operation and started concentrating on developing the attitude, environment and manpower to blend with its plans towards improvement in quality, work, culture and productivity. In these efforts active assistance was sought from maruti udyog Ltd. In vendors upgradation department (who adopt CAL to develop as a model vendor) and telco (who nominated CAL for the self certificate scheme).
A cadre officers were nominated to inculcate the values, discipline and principles as enunciated under the TQM in action and transfer to the employers. This has now become a way of life CAL and provides a base for implementation of the current project.
CAL has taken a certificate of ISO-9002: a British consultancy organization was engaged who helped CAL to write the policy manuals and procedures. This was further refined by erotic of UK and is under implementation. Now CAL is in effort for QS-9000 certification.
PRODUCTS FOR •
Battle Tanks.
•
Heavy Duty.
•
Tractors.
•
Earthmovers.
•
Commercial Vehicles.
•
Cars.
NEW PRODUCTS LAUNCHING •
Touch Less Material Handling.
•
Rust Less Material to FG.
•
Hammer Less Spring Fitment.
•
Noiseless Trolley.
•
Dustless/Swarf Less Casting P.P.
•
Steel Disc/Counter Discs.
•
Pressure Plates.
•
Lever & Support.
•
Damper Spring.
•
Cushion Spring.
•
Hubs & Rivets.
•
Sheets.
•
Facings.
•
Identification & Traceability.
•
Packaging.
QUALITY POLICY OF THE COMPANY •
We follow a policy of providing products and a level of service that consistently meets customer requirements.
•
Pursues the program of continuous improvement.
•
Improves work practices & involves its employees.
•
Quality management system in conformity with international quality standards.
•
Each piece individually balanced to suit different Vehicles.
QUALITY CERTIFICATES •
ISO 9002 by KPMG, Peat Marwick USA (Sep, 1996).
•
QS 9000 and ISO 9001 by TUV, Germany (Sep, 1999).
•
R & D unit duly recognized by department of science and Industrial Research, Ministry of Science and Technology Govt. of India since 1986.
•
TS 16949 export anywhere the entire world.
Technology Development
CAL's Technology for Millennium DIAPHGRAGHM ASSLY TEST BENCH EST CAPABLITIES Full Scale Test- As per JASO (Measurement of Torque, friction face Temp, Speed under specific inertia on flywheel)
Test under specific Torque
Stall Test
Anti Chatter Test- As per JASO (Under different Temp & Humidity)
Comparative Testing of Facings with a special Flywheel
R & D – Simulation under specific conditions
CAL's Technology for Millennium BALANCING MACHINE CAL's Technology for Millennium TORQUE / HYSTERESIS TEST BENCH
Machines for Forging
Castings
Technology Changes •
1971- ABB INDIAown Technology.
•
1982- Defense Metallurgical Research Laboratory, India.
•
1985- Aisin Seiki, Japan.
•
1986- Bylorussian Powder Metallurgy Association, Minsk.
•
1993- Niigrafit institute, Moscow.
MISSION & VISION MISSION:To meetABBrequirements of each and every automotive application indigenously with continuous up gradation of technology & experienced workmanship.
VISION:Global player by the year 2006-2007. Backed up by an investment in technology up gradation and trained manpower.
BOARD OF DIRECTORS V.C. & Managing Director: Vijay Kishan Mehta
Executive director: Anuj Mehta Non-Executive director: K.K. Taneja Non- Executive director: Shital Jain
BANKERS OF COMPANY Punjab National Bank Canara Bank
INFRASTRUCTURE
ABB INDIAlimited is the India's no 1ABBmanufacturer and exporter and with over 31 years of experience in successfully serving customers around the world, Backed by the team of experienced professional has built a reputation for sound business practices and quality over the years it uses state of art equipment and offers complete solutions for the sound business practices and quality over the years it used latest state of art computerized system the jobs are planned here and or per the requirement is passed on to the various departments, such as:-
a) Process Department. b) Disk Making Department. c) Color Coding Department. d) Finishing Department.
PRODUCTION CAPACITY AND RANGE
Company plants spread all over India produces 1.2 millionABBdiscs and 0.6 million over ass employs per annum. Company product range is between 160mm-420dia.ABBcompany produce over assemblies (Diaphragm, lever, dual) and metallic, Cerametallic & Bonded Disc. Company export to more than 30 countries 90% of total export to north America.
DEPARTMENT
Composing
Processing
Disc Making
1. Color coding of disc 2. Drilling Machining 3. Sub Assembly 4. Final Inspection
Binding and Finishing operation
Quality assurance & engineering
Research and Development
Sales
Purchase
Personnel
Engineering/Maintenance
Administration
Accounts
Computer
Export and Import financial
Store
1. Raw Material Store 2. Finished goods Store
ORGANIZATIONAL STRUCTURE The workforce of the organization is classified into: 1. Management and Supervisior 2. Workman including office staff
The cadre are :
Designation
Grade
1. Chief Executive
I
2. Senior Manager
II
Deputy Senior Manager 3. Manager
IIA III
Deputy Manager
IIIA
Asst. Manager
IV
4. Senior Foreman
V
Foreman
VI
Asst. Foreman
VII
5. Senior Supervisior
VIII
Supervisior
IX
Asst. Supervisior
X
6. Senior Charge hand 7. Workman
RAW MATERIAL AVAILABILITY
ABB INDIAltd. ManufacturesABBproducts with high quality and the best recognized standard in the industry with a liberalized economy. ABB INDIAltd. has an access to duty for paper steels form anywhere in the world. Besides this, sufficiently inventory is continuously maintained to shorten the turn around time.
LOGISTICS AND COMMUNICATIONS The ABB INDIAltd. gets special services from global shipping companies, which enable timely delivery of consignments. And, with its network of o ffices in India, London and North America, Assistance is always near at hand.
IMPORTANT CUSTOMERS:
Tata Group
Cello
North America
Safari
Maruti
PRESENT POSITION: With the desire excellence state of the art computerized system the ABB INDIAltd. is India's no 1ABBmanufacturer and exporter company produce 1.2 millionABBdiscs and 0.6 cover assemblies
per annum. Company to more than 30 companies 90% of total export to north America company product range is 160mm-420mm dia clutches and company produceABBdisc. (Asb/free, unlined, silent, single and multistage) cover Assemblies. (Diaphragm, lever's, Dual) kits and components (Hubs, pr. Plates, lever springs, etc)
FUTURE PLANS A already mention earlier, ABB INDIAlimited is one of the modern clutching company in india due to globalization and new economic policy, the company to survive in this industry to face the competition. The company has geared up it self to accept any challenges. This is the demand of the hour that out every company has to go for diversification and carton has also done the same thing. Apart from the present unit at Faridabad company has its own specialized unit located at different places and his future plans company wants to improve his quality ofABBdisc and want to increase his production. Range nad production capacity, company wants to setup his new separate plants. It is well knew fact that the clutching business has been adversely affected done to the change in cut policy as well as much rooming of all small clutching companies. Company is also striving hard to it may also state a clutching unit in the north America.
Along with the diversification plates and widening the range of product the company is also striving has to achieve his standard and improve his quality.ABBbecome India's no 1 manufacturers and exporter company.
NATIONAL AWARDS
ACMA Technology Award 2000-01 Trophy.
2000 AD Millennium Award for Excellence in the category of Marketing Company (Large scale) form Institute of Marketing & Management, New Delhi.
First Prize National Award for Indigenisation of defence Stores for 1995-96 from Ministry of Defence, Govt. of India.
Award for Technology Development from DGTD, Ministry of Industries, Govt. of India 1994.
ACMA Technology Award, 1991-92 Certificate of Merit.
Technology innovation Award 1985-ASRTU (Association of State Road Transport Undertaking).
MATERIALS
WE USE
High quality materials.
Best recognized standards in the country.
Very strong supplier base for the diverse range o f components.
FUNCTIONS OF THE DEPARTMENT
PRODUCTION PROCESS Production process starts with customer support department this include let of steps such as Disc making, colour coding of Disc heat treatment machining of forging, Automatic facing riveting machine this department mainly include three major function Planning, Production and control.
PLANNING Planning includes listing out of jobs, specification of machines a nd quality of impressions the department plans the work load and time given to each machine per week.
PRODUCTION
The jobs are allotted to Disc making, color coding, Assembling respectively the respective machine perform the job of sheet cutting, color disk making and Disk assembling. Finally the product is sent to dispatch and a report is prepared for the efficiency of the job or each machine.
CONTROL It is very important function perform by production dep artment controlling here is eliminating the deficiency in the production and planning activities to look after that jobs are sent to respective machine in time, and that there is or delay in disk making and the right discs is manufactured.
CUTTING, COLOUR CODING, ASSEMBLING AND DISC'S MAKING This department can also be responsible for sheet cutting, colour cutting and assembling the disk. All product undergo strict manufacturing and process controls dusting various stapes of manufacturing all product are finally balanced and are individually to suit different vehicles. The department responsible for disk making. Disk making involve following steps: 1. Sheet cutting 2. Modifying 3. Color coding 4. Heat treatment 5. Automatic facing riveting Disc 6. Machining of forging 7. Drilling & machining 8. Bearing case assembly 9. Blower 10. Final assembling 11. Final Inspection
Material are raised form stores through purchase requisition ABB INDIAltd. manufactureABBproduct with high quality and the best recognized standards in the industry.
QUALITY ABB INDIAltd. follows a policy of providing product & a level of serves that constantly meets customer requirement, and pursues the properness of continuously important through improved work practices and involvement of its employees.
PACKING 1. Compact and study cardboard packing, shrink wrapped or strong wooden pallets. 2. All boxes cleanly labeled. 3. Antirust paper.
ENGINEERING (UTILITY AND SERVICES) This department takes care of safety measures and smooth running of all mechanical, electronic and electrical equipment and tools, such air conditioner, boiler, forklift, compressor, tools room, etc. It also provide services to civil engineer & other employees.
FINISHING OPERATIONS It includes folding, cutting and binding of output for dispatch, binding is done by: 1. Saddle stitch through Gang stitch machine. 2. Rotor binder through Rotor binder mashing.
DISPATCH All the finished products are dispatched by this section as per instructions by customer support department. Only quality assurance suited products with green slip shall be received dispatch area. Either internal or external transport is used for delivery.
PURCHASE Purchase section has a crucial role in affection the overall cost incurred in production a nd the quality of the output. It has the responsibility of purchasing standard material at optimum price and supply it to the stores department. All negotiation regarding purchase, from the seller and complaint from the user department or the client for the default of input material is handled by purchase department by planning on the complaint to the seller.
INDUSTRIAL ENGINEERING Is concerned with the design, improvement and installation of integrated investment of men, material and equipment. It draws upon specialized knowledge – skill in Mathematical, Physics and Social Sciences together with the principles and method of engineering analysis and design to specify, product and evaluate the results to be obtained from such system.
STORES This department plays an important role in the functioning of the production activities. Any commodity or material required in the factory premises is being updated by stores. Any input material, machinery equipment, etc are kept in stores before it is sent for production purpose. The department has the responsibility of receiving and storing materials purchased b y purchase department about the quality of material store. The department has direct link to most of the other department. It also has a continuous involvement with the customer support in order to assist it for unbiased and smooth functioning of production. Stores follows the First in First Out (FIFO) method
of inventory control system. In FIFO method of inventory control, a particular lot of any material which is received by stores on an earlier date will be issued first and then the lot which was received on a later date.
QUALITY ASSURANCE Its function is described in following steps: -
1. Inspect Inspection ion of incoming incoming materi material al in the stores stores like steels steels,, Iron Iron & Disk Disk etc. etc. Auditi Auditing ng of these these materials or lab testing is done. 2. In process process inspect inspection ion ; while while assembli assembling ng and after after assemb assembli ling ng (section (section wise) wise) a green green slip is credited if output is correct. 3. After folding folding and binding binding and before before dispatch, dispatch, again a quality quality assurance assurance procedure procedure is carried carried on. 4. An annual annual report report is prepared prepared for the exceptio exception n i.e. i.e. the report about about what was the defect defectss and reason of the rejected samples.
CORPORATED OFFICES OF ABB INDIALTD. Reg. office: 2E/14 first floor Jhandewalan extension New delhi-110055 india Tel. 011-23670501 Fax.011-23670501
USA office:
7222 w. cermak road Suite no.711, north riverside IL 60546 USA Tel:-1-708-443-0700 Fax:-1-708-443-0900 E-mail:
[email protected]
Works:
12/4 Mathura road, Faridabad, Haryana 121003 INDIA Tel: (91-129) 2275246 (6 lines) Fax: (91-129) 2276039
E-mail:
[email protected]
CHAPTER – 2
REVIEW OF LITERATURE
MEANING OF MARKETING AND MARKETING RESEARCH
Traditionally, Marketing has been defined as follows: "Marketing includes all activities that direct the flow of goods and services from the producers to the consumers or users".
The Modern definition of Marketing is based on the philosophy that "Satisfaction of customers is the basic purpose of business".
Marketing is the business process by which products are matched with the markets and through which transfers of ownership are effected. Matching products with the market means determining the requirements of potential customers and supplying those products which meet their requirements. If a business produces the products to satisfy the requirements of customers, it is more likely to be successful to achieve its objectives. Consumer oriented marketing ensures that all business activities revolve around the customer.
The present-day marketing is consumer oriented rather than product-oriented. Product planning, pricing, promotion and distribution are so organized that the needs of the customers are satisfied fully. Marketing is a total system of interacting business activities designed to plan, price, promote and distribute wants satisfying products and services to present and po tential customers.
FUNCTIONS OF MARKETING
Marketing helps the firm to realize its profit goal by actualizing potential exchanges with the customers. In this process the marketer performs a variety of functions. The functions relate to understanding the market, planning and development of the product and service, promotion and communication, physical movement and distribution, and finally facilitating the exchange. Following are the functions involved in the marketing:-
•
Buying and Assembling: - Procurement of raw materials, semi-finished or finished products has gained great importance for modern industrial and commercial enterprises. Raw-material are purchased for production by the industrial enterprises and finished goods are purchased for resale by the commercial enterprises.
•
Selling: - This is an important aspect of marketing under which ownership of goods is transferred from the seller to the buyer. Sales may take the form of negotiated sale and auction sale.
•
Standardization, Grading, Branding : - Standardization means setting up of specification of a product. Grades of agricultural products are based on these specifications and standards. The process of branding has attained great importance in the present-day marketing.
•
Packaging: - Packaging is traditionally done to protect the goods from damage in transit and to facilitate easy transfer of goods to customers. Packaging facilitates the sale of the product. Packaging has become one of the essential services of modern marketing.
•
Storage: - Goods are generally produced in anticipation of the demand. They have to be stored properly in warehouses to protect them from any damage which may be caused by ants, rats, theft, etc.
•
Transportation: - Modern organizations produce on a large scale to cater to the requirements of customers scattered throughout the country.
•
Marketing research: - Marketing research helps in analyzing the buyers habits, relative popularity of a product, effectiveness of advertisement media, etc.
•
Product planning and development : - A product is something which is offered by a business firm to customers to satisfy their needs. It has great importance in all other areas of marketing management.
•
Salesmanship: - personal selling is an important method of selling goods. It is widely used in retail marketing. Salesmanship or personal selling involves direct and personal con tact of seller or his representative with the purchaser.
•
Advertising: - Advertising has become an important function of marketing in the competitive world. It helps to spread the message about the product and thus promotes its sales.
•
Pricing: - Determination of price of a product is an important function of marketing manager. Price of a product is influenced by the cost of product and services offered, profit margin desired, prices fixed by rival firms and government policy.
•
Financing : - Financing and marketing function is interlinked with each other. The marketing department has an important say on certain policies of the finance department in regard to cash an credit sales.
•
Risk-Taking: - Risks are involved in almost all stages in the marketing process. Right from the product planning, there are chances of risks due to changes in demand and supply conditions, loss in storage and transport, loss due to natural ha zards and other risks.
MARKETING RESEARCH
Marketing Research means application of research process in solving marketing problems. First and foremost, the marketer needs to identify what are customer needs and wants. This involves study of the markets and customers. Marketeer needs to understand what customer wants to buy, when they are likely to buy, in what quantities do they buy, from where do they buy, etc. Customers tend to be different. Their buying differs. In order to do marketing, the market must be studied to find out the different customer groups present in market. For instance customers differ in terms of age, income, culture, religion, location and so to do their needs and wants. The Marketeer also needs to understand customer buying motives and needs. Different needs from the same product. For example, a customer may buy shoes for protection, style, savings, etc. without research of the customer motives, correct product and appeal cannot be identified. Similarly, a product needs to be given a brand name. This would necessitate choice of a name from a plethora of names. Again the Marketeer needs to do research to decide which name would appeal to the customers the most. Likewise the product needs to be packaged. What should be the size of the package cannot be decided upon without marketing research. Once the product is made labeled and packaged, then the issue arises of how customers should be informed. A variety of media are available to the marketeer to promote his or her product. The right choice of media cannot be made unless research is done about the efficiency and effectiveness of all media types. On the whole marketing research is an important function, which equips the marketeer in taking all important decisions correctly.
Consumer market research is a form of applied sociology that concentrates on understanding the behaviours, whims and preferences, of consumers in a market-based economy, and aims to understand the effects and comparative success o f marketing campaigns. The field of consumer marketing research as a statistical science was pioneered by Arthur Nielsen with the founding of the ACNielsen Company in 1923 and later the A.C. Nielsen center for marketing research.
Others forms of business research include: •
Market research broader in scope and examines all aspects of a business environment. It asks questions about competitors, market structure, government regulations, economic trends, technological advances, and numerous other factors that make up the business environment
(see environmental scanning). Sometimes the term refers more particularly to the financial analysis of companies, industries, or sectors. In this case, financial analysts usually carry out the research and provide the results to investment advisors and potential investors.
•
Product research – This looks at what products can be produced with available technology, and what new product innovations near-future technology can develop(see new product development).
•
Advertising research – This is a specialized form of marketing research conducted to improve the efficacy of advertising. Copy testing, also know n as "pre-testing," is a form of customized research that predicts in-market performance of an advertising before it airs, by analyzing audience levels of attention, brand linkage, motivation, entertainment and communication, as well as breaking down the ad's flow of attention and flow of emotion. Protesting is also used on ads still in rough (ripomatic or animatic) form.Research is the scholarly or scientific practice of gathering existing or new information in order to enhance one's knowledge of a specific area. Research has many categories, from medicine to literature. Marketing research, or market research, is a form of business research and is generally divided into two categories: consumer market research and business-to-business (B2B) market research, which was previously known as industrial marketing research. Consumer marketing research studies the buying habits of individual people while business-to-business marketing research investigates the market for products sold by one business to another.Marketing research helps in analyzing the buyers habits, relative popularity of a product, effectiveness of advertisement media, etc. its major task is to provide the marketing manager with timely and accurate information so that better decisions could be made. The scope of marketing research is very wide. It may cover all the areas of business which have bearing on the marketing function.
TYPES OF MARKETING RESEARCH Marketing research techniques come in many forms, including:
•
Ad Tracking- periodic or continuous in market research to monitor a brand's performance using measures such as brand awareness, brand preference, and product usage.
•
Advertising Research- It is used to predict copy testing or track the efficacy of advertisements for any medium, measured by the ad's ability to get attention, communicate the message, build the brand's image, and motivate the consumer to purchase the product or service.
YEADS •
Brand equity research- how favorably do consumers view the brand?
•
Brand name testing- what do consumers feel about the names of the product?
•
Commercial eye tracking research- examines advertisements, package designs, websites, etc by analyzing visual behaviour of the consumer.
•
Concept testing – to test the acceptance of a concept by target consumers.
•
Coolhunting – to make observations and predictions in changes of new or existing cultural trends in areas such as fashion, music, films, television, youth culture and lifestyle.
•
Buyer decision processes research – to determine what motivates people to buy and what decision-making process they use.
•
Copy testing – predicts in market performance of an ad before it airs by analyzing audience levels of attention, brand linkage, motivation, entertainment, an d communication, as well as breaking down the ad's flow of attention and flow of emotion.
•
Customer satisfaction research – quantitative or qualitative studies that yields an understanding of a customer's of satisfaction with a transaction.
•
Demand estimation – to determine the approximate level of demand for the product.
•
Distribution channel audits – to assess distributors' and retailers' attitude toward a product, brand, or company.
•
Internet strategic intelligence – searching for customer opinions in the internet: chats, forums, web pages, blogs where people express freely about their experiences with products, becoming strong "opinion formers".
•
Marketing effectiveness and analytics – Building models and measuring results to determine the effectiveness of individual marketing activities.
•
Mystery consumer & Mystery shopping – An employee or representative of the market research firm anonymously contacts a salesperson and indicates he or she is shopping for a product. The shopper then records the entire experience. This method is often used for quality control or for researching competitor's products.
•
Positioning research – how does the target market see the brand relative to competitors? What does the brand stand for?
•
Price elasticity testing – to determine how sensitive customers are to price changes.
•
Sales forecasting – to determine the expected level of sales given the level of demand. With respect to other factors like advertising expenditure, sales promotion etc.
•
Segmentation research – to determine the demographic, psychographic, and behavioural characteristics of potential buyers.
•
Online panel – a group of individual who accepted to respond to marketing research online.
•
Store audit – to measure the sales of a product or product line at a statistically selected store sample in order to determine market share or to determine whether a retail store provides adequate service.
•
Test marketing – a small-scale product launch used to determine the likely acceptance of the product when it is introduced into a wider market.
•
Viral marketing research – refers to marketing research designed to estimate the probability that specific communications will be transmitted throughout an individuals social network. Estimates of Social Networking Potential (SNP) are combined with estimates of selling effectiveness to estimate ROI on specific combinations of messages and media.
All of these forms of marketing research can be classified as either problem-identification research or as problem-solving research.
MARKETING RESEARCH PROCESS
Effecting marketing research involves the six steps shown in figure and illustration given below:
Define the problem and research objectives.
Develop the research plan.
Collect the information.
Analyze the information.
Present the finding.
Make the decision.
Define the problem and research objectives: - The nature of the problem or opportunity should be communicated and defined. This is the first step in finding solution.
Develop the research plan: - Designing a research plan calls for decision for the data source, research approaches the research instruments, sampling plan and contact method. 1. Data source (Primary Data) : - The normal procedure is to interview some people individually or in groups to get a sense of how people feel about topic in the question. 2. Research Approach (Survey) : - A company undertakes surveys to learn about people's knowledge, benefits, and preferences and to measure these magnitudes in the general population.
3. Research Instruments (Questionnaire): - In the preparing a questionnaire the research carefully chooses the questions and their form, wording and sequence. The form of questions asked can influence the response.
4. Sampling Plans:a) Dealers ofABBauto. (50 dealers) b) Spare parts shops. (100 spare parts shops) c) Sampling size (how many people should be surveyed) d) Sampling procedure (how should be the responded chosen?)
5. Conduct method (Personal Interviewing) : - Personal interviewing is the most versatile method. The interviewer can ask more questions and record additional observation about the respondent, such as dress and body language.
Collect information: - Gathering information by interview on customer site by two people.
Analyze the information : - The next to last step in the marketing research process is to extract finding from the collected data.
Present the findings : - As the last step, the researcher should present finding that are relevant to the major marketing decisions facing management.
Make the decision: - Finally we make the decision according to all of the above points.
CHAPTER – 3
SYNOPSIS OF THE STUDY
TITLE OF THE PROJECT
The title of the project is to study “Marketing reserch” at Cluch Auto LTD, Faridabad.
OBJECTIVES OF THE STUDY Primary objective of the study is to get some practical knowledge and training in reputedABBplate manufacturing industry.
•
To find out the market share of the company in a particular field.
•
To identify the problems of the consumer and customer.
•
To analyze the perception of customers about ABB INDIALIMITED.
•
To understand the basic organization hierarchy.
•
To understand the working culture of ABB INDIAlimited.
•
To analyze the various products being offered to the customers.
•
To analyze basics of management information system(MIS).
•
Conclusion and suggestion.
SCOPE OF THE STUDY
In this study, time and area restriction was there which can be removed in further study by covering a large geographical area without any time limit.
Sample size chosen was too small to represent the population effectively. So in further research a large sample size can be taken to represent the population effectively.
The study can be used by the researchers for the further analysis and recommendations.
The company executive can utilize the training report for the purpose of marketing management.
The training students can use the report for the purpose of getting or acquiring the information about company.
Though every case has been taken to provide latest and authentic information, yet more information and improvement can be made in future.
Research Methodology Research methods refer to the behavior and instruments used in selecting and constructing research technique. For instance the difference between methods and techniques of data collection.
“Research methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. In it we study the various steps that are generally adopted by a researcher in studying his research problem along with the logic behind them. It is necessary for the researcher to know not only the research methods/techniques but also the methodology.”
NATURE OF DATA
The nature of data of my research is either primary or secondary. DATA
Primary Data
Secondary Data
Primary Data: The primary data are those which are collected a fresh and for the first time and thus happen to be original in character.
Secondary Data: The secondary data are those which have already been collected by someone else and which have already been passed through the statistical process.
Methods of data collection
Collection of primary data: Primary
data are
collected
through
questionnaire. This
questionnaire is shown in annexure –I. This questionnaire fills up from the executive of Cineplex’s, Multiplexes & Auditoriums.
Collection of secondary data:
-
Secondary data are collected through the existing research in our institute and in our company. Data are collected through Trade magazines, Newspapers, Trade journals, T.V. magazines etc.
LIMITATION OF THE STUDY The trustworthiness of report is:
Due to time constraint the is being restricted to the limited Time period.
Due to busy schedule of supervisors the optimum guidance was not available.
As the company is a closely held company so many of the facts, Actual figures & information has not been provided.
Sample size was not sufficient which was given to me.
It was my first project so I had no experience.
I took more time to adjust himself in the corporate world.
It was very lengthy project and large amount of data required which was not an easy work.
I was given the period of about two months which was not enough for me.
Respondents were reluctant to answer some questions, as they took them as personal, therefore increasing the possibility of error.
As it was very wide project and a lot of data was required which was not an easy work.
CHAPTER – 4
ANALYSIS & INTERPRETATION
Are you satisfied with the fitment of the product? 70 60 s r e 50 l a e D 40 f o 30 e g 20 a %10 0 A
B
C
D
Level of satisfaction
Are you satisfied with the foundation of the product? 80 70
s r e 60 l a e 50 D f 40 o e 30 g a 20 % 10 0 A
B
C
Level of satisfaction
D
Are you satisfied with on time delivery? 70 60 s r e 50 l a e D 40 f o 30 e g 20 a %10 0 A
B
C
Level of satisfaction
D
Are you satisfied with the durability of the product? 70 60 s r e 50 l a e D 40 f o 30 e g 20 a %10 0 A
B
C
D
Level of satisfaction
Are you satisfied with the response of the company regarding enquiry? 70 60 s r e l 50 a e D 40 f o 30 e g 20 a %10 0 A
B
C
Level of satisfaction
D
Are you satisfied with the packing of the product? 60 50 s r e l a 40 e D f 30 o e 20 g a %10 0 A
B
C
Level of satisfaction
D
Product reached end safety without any damage? 60 50 s r e l a 40 e D f 30 o e 20 g a %10 0 A
B
C
D
Level of satisfaction
Are you able to release the value for money from the product?
8% 17% 41%
A B C D
34%
Are you satisfied with the tractability of the product?
3%
20%
A B C 17% 60%
D
Are you satisfied with discount offered by company?
4%
4%
A B 44%
C 48%
D
Are you satis fied with the proper discounts send with the material? 60 50 40
%age of Dealers
30 20 10 0 A
B
C
D
Level of satisfaction
Are you satisfied with the correct quantity of material send by us?
D 14%
A 23%
C 23%
B 40%
FINDINGS
There are many duplicate products in all segments.
Being problem in replacement, some customers are shifting to pu rchase competitor's products.
There is a need of visit of marketing executives in the market.
There is a need of improvement in supply of products.
Advertising is necessary in the replacement segment.
Although ABB INDIAltd. has competitive price for genuine products, bu t the customer want cheaper products, because they compare the price with local brands.
Quality is satisfactory in all the market.
Distribution is not so good in replacement market.
Company is not providing promotional schemes with itsABBdiscs andABBcovers. But the dealers are demanding for it.
In the area of Faridabad there is no distributor so there must be one distributor in Faridabad.
CONCLUSION
For my growth as a student of BBA studies, it was a milestone to work in such a field. It was a privilege to work in such an efficient field.
I hope that after the above limitations this project study with its analysis would completely and truly represent the organization. I hope that after with the help of recommendation, the project will not highlight the negative part of the working but also have them to modify their steps for their respective job.
I have learned and grown a lot during my training as a professional and a human being as well. I found my project extremely knowledgeable and informative. This was the first opportunity I got to get some practical experience. It made me familiar with present work culture as I learned does and don'ts for a professional in marketing.
I am very thankful to all those professionals of ABB INDIALtd. who helped me in my project by giving their precious time to me. I am grateful to all the faculty members of my institute for making my report a success.
RECOMMENDATIONS & SUGGESTIONS
Company should have more experienced and energetic marketing executives to promote the sales.
Company should try to improve its manufacturing technology to enhance the quality and technology.
Company should open the exclusive outlets of CA Ltd. products to remove the duplicity in the product.
Company should try to remove price difference of a particular product; it would be better to issue a rate list to the retailers to know the price.
Company should try to give good margin to the retailers to promote the sales.
Some booklets (containing details of all types of ABB INDIALtd. products) should be issued for both the mechanics and retailers.
Company can give a specific sale target to the retailers as beyond that they can be given some gifts or any other recognition after achieving the target.
In promotional schemes, company can give some gifts like T-shirts, Caps, etc. to the mechanics.
The ABB INDIAlimited should increase its advertising budget.
ABBto cater to the requirements of two-wheelers market.
CHAPTER – 5
ANNEXURE
QUESTIONNAIRE
ANNAXURE: I
Performance Feedback on standard Product Customer Name: - ……………………………. Address: - ……………………………………... Date: -
……………………………………... ……………………………………... ……………….
A B C D Que.1: - Are you satisfied with on time delivery? A
B
C
D
A
B
C
D
Que.4: - Are you satisfied with the durability of the product?
A
B
C
D
Que.5: - Are you satisfied with the response from us for our
A
B
C
D
Que.6: - Are you satisfied with the packing of the product?
A
B
C
D
Que.7: - Are the product reaching your end safety without
A
B
C
D
A
B
C
D
A
B
C
D
A
B
C
D
A
B
C
D
Que.2: - Are you satisfied with the foundation of the product?
Que.3: - Are you satisfied with the figment of the product?
enquirer?
any damage? Que.8: - Are you able to release the value for money from the product?
Que.9: - Are you satisfied with the tractability of the product? Que.10: - Are you satisfied with the discount offered by us? Que.11: - Are you satisfied with the proper discounts sent
with the material? Que.12: - Are you satisfied with the correct quantity of Material sends by us?
A. B. C. D.
A
B
C
D
Highly satisfied Satisfied Average Not Satisfied
Performance Feedback on standard Product Customer Name: - ……………………………. Address: - ……………………………………... Date: -
……………………………………... ……………………………………... ……………….
A B C D Que.1: - Are you satisfied with on time delivery? A
B
C
D
A
B
C
D
Que.4: - Are you satisfied with the durability of the product?
A
B
C
D
Que.5: - Are you satisfied with the response from us for our
A
B
C
D
Que.6: - Are you satisfied with the packing of the product?
A
B
C
D
Que.7: - Are the product reaching your end safety without
A
B
C
D
A
B
C
D
Que.2: - Are you satisfied with the foundation of the product?
Que.3: - Are you satisfied with the figment of the product?
enquirer?
any damage? Que.8: - Are you able to release the value for money from the product?
Que.9: - Are you satisfied with the tractability of the product?
A
B
C
D
Que.10: - Are you satisfied with the discount offered by us?
A
B
C
D
A
B
C
D
A
B
C
D
Que.11: - Are you satisfied with the proper discounts sent with the material? Que.12: - Are you satisfied with the correct quantity of Material sends by us?
A. B. C. D.
Highly satisfied Satisfied Average Not Satisfied
Performance Feedback on standard Product Customer Name: - ……………………………. Address: - ……………………………………... Date: -
……………………………………... ……………………………………... ……………….
A B C D Que.1: - Are you satisfied with on time delivery? A
B
C
D
A
B
C
D
Que.4: - Are you satisfied with the durability of the product?
A
B
C
D
Que.5: - Are you satisfied with the response from us for our
A
B
C
D
A
B
C
D
Que.2: - Are you satisfied with the foundation of the product?
Que.3: - Are you satisfied with the figment of the product?
enquirer? Que.6: - Are you satisfied with the packing of the product?
Que.7: - Are the product reaching your end safety without
A
B
C
D
A
B
C
D
A
B
C
D
A
B
C
D
A
B
C
D
A
B
C
D
any damage? Que.8: - Are you able to release the value for money from the product?
Que.9: - Are you satisfied with the tractability of the product? Que.10: - Are you satisfied with the discount offered by us? Que.11: - Are you satisfied with the proper discounts sent with the material? Que.12: - Are you satisfied with the correct quantity of Material sends by us?
A. B. C. D.
Highly satisfied Satisfied Average Not Satisfied
Performance Feedback on standard Product Customer Name: - ……………………………. Address: - ……………………………………... Date: -
……………………………………... ……………………………………... ……………….
A B C D Que.1: - Are you satisfied with on time delivery? A
Que.2: - Are you satisfied with the foundation of the product?
B
C
D
Que.3: - Are you satisfied with the figment of the product?
A
B
C
D
Que.4: - Are you satisfied with the durability of the product?
A
B
C
D
Que.5: - Are you satisfied with the response from us for our
A
B
C
D
Que.6: - Are you satisfied with the packing of the product?
A
B
C
D
Que.7: - Are the product reaching your end safety without
A
B
C
D
A
B
C
D
A
B
C
D
A
B
C
D
A
B
C
D
A
B
C
D
enquirer?
any damage? Que.8: - Are you able to release the value for money from the product?
Que.9: - Are you satisfied with the tractability of the product? Que.10: - Are you satisfied with the discount offered by us? Que.11: - Are you satisfied with the proper discounts sent with the material? Que.12: - Are you satisfied with the correct quantity of Material sends by us?
A. B. C. D.
Highly satisfied Satisfied Average Not Satisfied
Performance Feedback on standard Product Customer Name: - ……………………………. Address: - ……………………………………... Date: -
……………………………………... ……………………………………... ……………….
Que.1: - Are you satisfied with on time delivery?
A B C D A
B
C
D
A
B
C
D
Que.4: - Are you satisfied with the durability of the product?
A
B
C
D
Que.5: - Are you satisfied with the response from us for our
A
B
C
D
Que.6: - Are you satisfied with the packing of the product?
A
B
C
D
Que.7: - Are the product reaching your end safety without
A
B
C
D
A
B
C
D
A
B
C
D
A
B
C
D
A
B
C
D
A
B
C
D
Que.2: - Are you satisfied with the foundation of the product?
Que.3: - Are you satisfied with the figment of the product?
enquirer?
any damage? Que.8: - Are you able to release the value for money from the product?
Que.9: - Are you satisfied with the tractability of the product? Que.10: - Are you satisfied with the discount offered by us? Que.11: - Are you satisfied with the proper discounts sent with the material? Que.12: - Are you satisfied with the correct quantity of Material sends by us?
A. B. C. D.
Highly satisfied Satisfied Average Not Satisfied
Performance Feedback on standard Product Customer Name: - ……………………………. Address: - ……………………………………...
Date: -
……………………………………... ……………………………………... ……………….
A B C D Que.1: - Are you satisfied with on time delivery? A
B
C
D
A
B
C
D
Que.4: - Are you satisfied with the durability of the product?
A
B
C
D
Que.5: - Are you satisfied with the response from us for our
A
B
C
D
Que.6: - Are you satisfied with the packing of the product?
A
B
C
D
Que.7: - Are the product reaching your end safety without
A
B
C
D
A
B
C
D
A
B
C
D
A
B
C
D
A
B
C
D
A
B
C
D
Que.2: - Are you satisfied with the foundation of the product?
Que.3: - Are you satisfied with the figment of the product?
enquirer?
any damage? Que.8: - Are you able to release the value for money from the product?
Que.9: - Are you satisfied with the tractability of the product? Que.10: - Are you satisfied with the discount offered by us? Que.11: - Are you satisfied with the proper discounts sent with the material? Que.12: - Are you satisfied with the correct quantity of Material sends by us?
A. Highly satisfied
B. Satisfied C. Average D. Not Satisfied
Performance Feedback on standard Product Customer Name: - ……………………………. Address: - ……………………………………... Date: -
……………………………………... ……………………………………... ……………….
A B C D Que.1: - Are you satisfied with on time delivery? A
B
C
D
A
B
C
D
Que.4: - Are you satisfied with the durability of the product?
A
B
C
D
Que.5: - Are you satisfied with the response from us for our
A
B
C
D
Que.6: - Are you satisfied with the packing of the product?
A
B
C
D
Que.7: - Are the product reaching your end safety without
A
B
C
D
A
B
C
D
A
B
C
D
A
B
C
D
Que.2: - Are you satisfied with the foundation of the product?
Que.3: - Are you satisfied with the figment of the product?
enquirer?
any damage? Que.8: - Are you able to release the value for money from the product?
Que.9: - Are you satisfied with the tractability of the product? Que.10: - Are you satisfied with the discount offered by us?
Que.11: - Are you satisfied with the proper discounts sent
A
B
C
D
A
B
C
D
with the material? Que.12: - Are you satisfied with the correct quantity of Material sends by us?
A. B. C. D.
Highly satisfied Satisfied Average Not Satisfied
Performance Feedback on standard Product Customer Name: - ……………………………. Address: - ……………………………………... Date: -
……………………………………... ……………………………………... ……………….
A B C D Que.1: - Are you satisfied with on time delivery? A
B
C
D
A
B
C
D
Que.4: - Are you satisfied with the durability of the product?
A
B
C
D
Que.5: - Are you satisfied with the response from us for our
A
B
C
D
Que.6: - Are you satisfied with the packing of the product?
A
B
C
D
Que.7: - Are the product reaching your end safety without
A
B
C
D
A
B
C
D
Que.2: - Are you satisfied with the foundation of the product?
Que.3: - Are you satisfied with the figment of the product?
enquirer?
any damage? Que.8: - Are you able to release the value for money from
the product? A
B
C
D
A
B
C
D
A
B
C
D
A
B
C
D
Que.9: - Are you satisfied with the tractability of the product? Que.10: - Are you satisfied with the discount offered by us? Que.11: - Are you satisfied with the proper discounts sent with the material? Que.12: - Are you satisfied with the correct quantity of Material sends by us?
A. B. C. D.
Highly satisfied Satisfied Average Not Satisfied
Performance Feedback on standard Product Customer Name: - ……………………………. Address: - ……………………………………... Date: -
……………………………………... ……………………………………... ……………….
A B C D Que.1: - Are you satisfied with on time delivery? A
B
C
D
A
B
C
D
Que.4: - Are you satisfied with the durability of the product?
A
B
C
D
Que.5: - Are you satisfied with the response from us for our
A
B
C
D
Que.2: - Are you satisfied with the foundation of the product?
Que.3: - Are you satisfied with the figment of the product?
enquirer? Que.6: - Are you satisfied with the packing of the product?
A
B
C
D
Que.7: - Are the product reaching your end safety without
A
B
C
D
A
B
C
D
A
B
C
D
A
B
C
D
A
B
C
D
A
B
C
D
any damage? Que.8: - Are you able to release the value for money from the product?
Que.9: - Are you satisfied with the tractability of the product? Que.10: - Are you satisfied with the discount offered by us? Que.11: - Are you satisfied with the proper discounts sent with the material? Que.12: - Are you satisfied with the correct quantity of Material sends by us?
A. B. C. D.
Highly satisfied Satisfied Average Not Satisfied
Performance Feedback on standard Product Customer Name: - ……………………………. Address: - ……………………………………... Date: -
……………………………………... ……………………………………... ……………….
A B C D Que.1: - Are you satisfied with on time delivery?
A
B
C
D
A
B
C
D
Que.4: - Are you satisfied with the durability of the product?
A
B
C
D
Que.5: - Are you satisfied with the response from us for our
A
B
C
D
Que.6: - Are you satisfied with the packing of the product?
A
B
C
D
Que.7: - Are the product reaching your end safety without
A
B
C
D
A
B
C
D
A
B
C
D
A
B
C
D
A
B
C
D
A
B
C
D
Que.2: - Are you satisfied with the foundation of the product?
Que.3: - Are you satisfied with the figment of the product?
enquirer?
any damage? Que.8: - Are you able to release the value for money from the product?
Que.9: - Are you satisfied with the tractability of the product? Que.10: - Are you satisfied with the discount offered by us? Que.11: - Are you satisfied with the proper discounts sent with the material? Que.12: - Are you satisfied with the correct quantity of Material sends by us?
A. Highly satisfied B. Satisfied C. Average
BIBLIOGRAPHY
Fundamentals of Business Marketing Research By David A Reid Richard E Plank – Business & Economics
Marketing Research: Text and Cases
