A

PROJECT REPORT
ON
PRACTICAL MODULE
Submitted to:
HASMUKH GOSWAMI COLLEGE OF ENGINEERING (718)

UNDER THE GUIDANCE OF

Prof.UCHITA PATEL
IN PARTIAL FULFILLMENT OF THE
REQUIREMENT OF THE AWARD OF THE DEGREE OF
MASTER OF BUSINESS ASMINISTRATION
In
Gujarat Technological University

Submitted by:
BHAVIK D. PATEL (Enrollment :157180592027)
BOBBY R. SONKAR (Enrollment :157180592050)
MBA SEMESTER III
BATCH: 2015-2017
 A
PROJECT REPORT
OF
PRACTICAL MODULE
ON
STRATEGY MANAGRMENT
Submitted to:
HASMUKH GOSWAMI COLLEGE OF ENGINEERING (718)

IN PARTIAL FULFILLMENT OF THE

REQUIREMENT OF THE AWARD OF THE DEGREE OF
MASTER OF BUSINESS ASMINISTRATION
In
Gujarat Technological University

Submitted by:
BHAVIK D. PATEL (Enrollment :157180592027)
BOBBY R. SONKAR (Enrollment :157180592050)
MBA SEMESTER III
BATCH: 2015-2017
 INTRODUCTION CHANAKYA

One of the greatest figures of wisdom and knowledge in the Indian history is Chanakya. He is
estimated to have lived from 350 - 283 B.C. Chanakya is touted as the "Pioneer Economist of
India". Chanakya was the adviser and Prime Minister of Emperor Chandragupta. Chanakya was
a professor at the University of Takshila (located in present day Pakistan) and was an expert in
commerce, warfare, economics, etc. His famous works include Chanakya Neeti, Arthashastra and
Neetishastra.

Chanakya is also known by the name of Kautilya and Vishnugupta as is mentioned in his text.
His famous work called Arthashastra is a classic example of statecraft and politics and is read in
Europe even today. It basically consists of the principles of politics and how the state works. An
able ruler has to be a ruthless leader to make sure that the state works smoothly and efficiently.
The legends associated with Chanakya are very interesting and provide a testimony of his
greatness.
SIX STRATEGIES TO DEAL WITH COMPETITION

SANDHI

Sandhi means to get into the contract for peaceful running of business and not to harm each
other. An organization should not indulge into any controversy because it affects the image of the
organization. While entering into the agreement, the party should not include any of the clause
which is not acceptable by the other party.

VIGRAHAM

Vigraham means WAR or COMPETITON, this strategy tells that there should be competition
between the organizations but these competition should not be unethical i.e one should upgrade
the quality of his business to give competition but should not counter attack directly on the other
party.

Eg: 1. Rin v/s Tide 2.Pepsi v/s Sprite.

ASANAM

ASANAM means waiting for proper time. A businessman should wait for the proper time to act
upon the situations. Because doing right things at the wrong time is considered wrong.

Taking the example of MC. DONALDS, it was failed to build goodwill because MC.
DONALDS first started with non-veg foods which was not accepted by Indian people at that
time.

SHARANAM

SHARANAM means providing shelter. As shelter is one of the basic need of human so as an
organization it should provide shelter to their employees to motivate them towards the work.
Along with shelter, an organization should also provide additional benefis like allowances, perks,
bonus etc.

YAANAM

YAANAM means acquiring new territories. An organization should always think about acquiring
new business or to expand the existing business. As expanding of business will provide high
profit as well as security, if one branch is unable to make profit then other branch which is
running in profit can balance the balance sheet of the business.

DWAIDHI BHAAVA

DWAIDHI BHAAVA means dual policy. Resorting to peace with one and war with another is
dual policy. According to this strategy one should make good relationship with one competitor
and indulge into war with other competitor. Because if there will be any problem going to occur
in the near future then he should have someone to help him for surviving in the market.

Chanakya applied, practiced and succeeded in each of these strategies in dealing with Alexander,
Nandas, Malayakethu and many other leaders. With the help of these strategies he assured
victory.

Two books are attributed to Chanakya:

Arthashastra and Nitishastra which is also known as Chanakya Niti.

The Arthashastra discusses monetary and fiscal policies, welfare, international relations,
and war strategies in detail.

Nitishastra is a treatise on the ideal way of life, and shows Chanakya's in depth study of
the Indian way of life.
 SUTRAS AND THEIR RELEVANCE IN TODAYS BUSINESS WORLD

1) "Learn from the mistakes of others... you can't live long enough to make them all
yourselves!!"

One of the most important sutra which is relevant in todays time after the Satyam episode. All
the senior management must have this sutra on their desktops. Business must be conducted in a
ethical manner though the motive is profits. Maximization of profit must not be at the cost of
cheating people and unethical trade practices.

2)"The biggest guru-mantra is: Never share your secrets with anybody. It will destroy
you."

I am sure the patent, trademark theory in business originated from this sutra. That is the reason
that many corporates today patent their inventions and protect their trademarks, logos and any
developments in research. In business terms any new technological innovation can be monetised
and if it has to saved from the competitor then it has to be patented.

3)"There is some self-interest behind every friendship. There is no friendship without self-
interests. This is a bitter truth

This relationship is so true in todays context where a media company supports a particular
political party. Or a political party is too friendly with a media channel. Its a relationship of
TRPs and reaches to a better voter base. The bitter truth is very evident by the media coverage.
We are made fools by our very own people and media. Similar example is of freebies that are
being offered by the retailers to clear of their inventory. But human beings keep on accumulating
loads of stuff which is not necessary for them.
4)" Before you start some work, always ask yourself three questions - Why am I doing it,
what the results might be and Will I be successful. Only when you think deeply and find
satisfactory answers to these questions, go ahead."

Such a beautiful anecdote given by Chanakya on planning before proceeding with any kind of
project. Create the objective and scope of the project clearly before proceeding for execution.
More often projects are started with huge investments without a clear idea of their feasibility and
success rate.

5)"As soon as the fear approaches near, attack and destroy it."

We all have fear in some form or the other. Fear of speaking in public, fear of heights etc. Slowly
and steadily we need to work on our way to fearlessness individually and professionally also.
Some companies also do not come out in open fearing that they may lose business or their
manpower would be captured. However, this fear has to be removed by empowering people
within the company and creating a good professional reputation for the business.

6)"Once you start a working on something, don't be afraid of failure and don't abandon it.
People who work sincerely are the happiest." -Chanakya

If you look this sutra in the Indian concept it could be said as KARMA KARO PHAL KI
CHINTA MAT KARO if one works hard or sincerely and if the result comes even negative then
also one will be happy because atleast he tried and learnt something which will help him in
future.

7)"The fragrance of flowers spreads only in the direction of the wind. But the goodness of a
person spreads in all direction." - Chanakya

This sutra is applicable to all the people who devote themselves in the strive of the poor and the
needy and empower people in all ways. In our current times Mata Amritanandamayi, Sri Sri Ravi
Shankar, Baba Ramdev etc are doing good social service and empowering the globe helping in
peace efforts, betterment of health, stress management. If any organization does CSR for good
cause, it will help them to create good image in the minds of the people.

8) "A man is great by deeds, not by birth." - Chanakya

The other day I had got a forward asking me to remember the last 10 Nobel Prize winners. With
great difficulty I could manage 2 names. But when i was asked to name the people who put a
smile on my face, who could help me in troubled times, I could easily list 5 names. Every person
has immense potential and it just needs to blossom. It is not necessary that all big brands and big
organization are good, but sometimes small organizations are also memorable because of their
good deed towards their share holders, competitors, customers, etc.

CHANAKYAS SEVENPILLARS OF BUSINESSES

Swamya, Amatya, Janapada, Durga, Kosha, Danda, Mitra-Shatru

1.SWAMI (The Leader):

He is the captain. He is the man who leads the organisation. In todays corporate world we call
him the director / CEO etc. Without him we will lose direction.

Qualities of SWAMI (The Leader) under (6.1.3):

Intelligence and spirit

Given to seeing elders

Truthful in speech

Not breaking promise

Grateful

Desirous of training

Easily approachable
2.AMATYA The minister (The manager):

The man who runs the show.The second person in-charge of an organisation. He is also the
person whom you can depend upon in your absence. He is the man who is always in action.

Qualities of AMATYA (The Minister /Manager):

Desire to learn

Retention

Through understanding

Intentness on truth

Able to lead an army

Sweet in speech (Bridge between management and staff / labour)

3.JANAPADA - The country (Your market):

Your area of operation. You basically dominate this territory and would like to keep your
monopoly in this segment.

Qualities of JANAPADA -The country (Your market):

Strong position in center and frontiers

Capable of sustaining in time of distress (Globalisation)

Easy to protect

Providing excellent means of livelihood (cash flow)

Capable of bearing taxes and fines

4.DURGA Fortified city (The head office):

Your control tower. This is from where your central administrative work is done.

Qualities of DURGA Fortified city (The head office):

Charming (peaceful)

Beneficial to men (employees and self)

Staff devoted to work

Men loyal and Honest

5.KOSHA The treasury:

It is the backbone of any business. A strong and well managed treasury is the heart or any
organisation.

Qualities of KOSHA The treasury:

Acquired lawfully by ancestors and oneself (expand)

One that can withstand calamity (Insurance)

One Even when there is no income for long time

6.DANDA The army (Your team):

The army consists of your team members. Those who are ready to fight for you. Your salesmen,
your accountant, your driver all of them add to you team.

Qualities of DANDA The army (your team):

Obedient
 Not disappointed during marches

Able to put up with troubles

Has fought many battles (experience)

Skilled in war and weapons

No separate interest (no side commissions)

7.MITRA - The ally (friend / consultant):

He is the one whom you can depend upon for all your problems. A friend in need is a friend in
deed.

SHATRU The enemy:

He brings out the best in you

The sleeping giant will awaken (Kumbhakarna)

Taste of fish is better which swims harder

Challenges makes you strong

Swimming coach - Push in water to learn swimming

 A
PROJECT REPORT
OF
PRACTICAL MODULE
ON
LEGAL ASPECT OF BUSINESS
Submitted to:
HASMUKH GOSWAMI COLLEGE OF ENGINEERING (718)

IN PARTIAL FULFILLMENT OF THE

REQUIREMENT OF THE AWARD OF THE DEGREE OF
MASTER OF BUSINESS ASMINISTRATION
In
Gujarat Technological University

Submitted by:
BHAVIK D. PATEL (Enrollment :157180592027)
 BOBBY R. SONKAR (Enrollment :157180592050)
MBA SEMESTER III
BATCH: 2015-2017

Case Name: INDIAN COUNCIL FOR ENVIRO-LEGAL ACTION VS UNION OF INDIA

Court Name: SUPREME COURT OF INDIA, NEW DELHI, INDIA

WRIT PETITION (C) No.967 OF 1989

Year: 18 July, 2011

INTRODUCTION

This writ petition filed by an environmentalist organization Indian Council for Enviro-Legal
Action brings to light the woes of people living in the vicinity of chemical industrial plants in
Bichhri Village in particular (and in general across the country India). The case highlights the
disregard, nay, contempt for law and lawful authorities on the part of some among the emerging
breed of entrepreneurs, taking advantage, as they do, of the countrys need for industrialization
and export earnings. Quest of profit has extremely drained them of any feeling for the fellow
human beings - for that matter, for anything else. And the law seems to have been helpless;
Systemic Defects? It is such instance, which has led many people in this country to believe that
disregard of law pays and that the consequences of such disregard will never be visited upon
them - particularly, if they are men with means.

Bichhri is a small village located in the Udaipur District of Rajasthan, India. North of this
village, there are major industrial establishment, Hindustan Zinc Limited, a public sector
concern. However, it did not affect Bichhri but the problems began in 1987 when the fourth
respondent herein, Hindustan Agro Chemicals Limited started producing certain chemicals like
Oleum (said to be the concentrated form of sulphuric acid) and Single Super Phosphate. The real
calamity occurred when another sister concern, Silver Chemicals (Respondent 5), commenced
production of H acid in a plant located within the same complex. H acid was meant for export
exclusively. Its manufacture gives rise to enormous quantities of highly toxic effluents in
particular, iron based and gypsum-based sludge - which if not properly treated, pose grave threat
to Mother Earth. It poisons the earth, the water and everything that comes in contact with it. Jyoti
Chemicals (Respondent 8) is another unit established to produce H acid, besides some other
chemicals. Respondents 6 and 7 were established to produce fertilizers and a few other products.

All the units/factories of Respondents 4 to 8 are situated in the same geographic region and are
controlled by the same group of individuals. All the units are what may be called chemical
industries. As per the report, about 2500 tonnes of highly toxic sludge was produced while
producing 375 tonnes of H-acid. And, all these sludge thrown in the open field of village area.
Over period of time, the toxic chemicals leached and percolated deep into the ground and
polluted the aquifers and subterranean supply of water. The water of the wells and other streams
in the vicinity turned dark in color and became polluted very badly. It did not remain for any use
including drinking, irrigation, and cattle. The soil has become polluted rendering it unfit for
cultivation, which is the main source of livelihood for the villagers. Further, the pollution caused
disease, death and disaster in the village and in the nearby areas. This sudden degradation of
earth and water had an echo in Parliament also and the respective Minister ensured that the
action was taken, but nothing meaningful was done on the spot. The villagers then rose in virtual
revolt leading to the imposition of Section 144 of the Criminal Procedure Code by the District
Magistrate in the area and the closure of Silver Chemicals in January, 1989.

PROCEDURAL HISTORY

The Indian Council for Environ-Legal Action filed the Writ Petition in August, 1989 with the
prayer to the Court that appropriate remedial action need to be initiated. The Rajasthan Pollution
Control Board in its affidavit stated that (i) the Hindustan Agro Chemicals Ltd. obtained NOC
from the Board for manufacturing sulphuric acid and alumina sulphate. But this unit changed its
products without clearance from the Board and started manufacturing oleum and single super
phosphate. The consent was refused and directions were issued under the Air (Prevention and
Control of Pollution) Act, 1981 to close down the unit; and (ii) the Silver Chemical stated to be
manufacturing of H-acid without obtaining NOC from the Board. The waste produced from the
manufacturing of H-acid was highly acidic and contained very high concentration of dissolved
solids along with several other pollutants. Likewise, the detail report was submitted by the every
concern Board and Authority to the Honble Supreme Court for the consideration.

Further, The Govt. of Rajasthan filed its counter-affidavit on 20-1-1990. It made a curious
statement in para 3 to the following effect: that the State Government is now aware of the
pollution of underground water being caused by liquid effluents from the firms arrayed as

Respondents 4 to 8 in the writ petition. Therefore, the State Government has initiated action
through the Pollution Control Board to check further spread of pollution.

The Honble Court asked the National Environmental Engineering Research Institute (NEERI) to
study the situation in and around Bichhri village and submit their report as to the choice and
scale of the available remedial alternatives. NEERI was also requested to suggest both short-
term and long-term measures required to combat the hazard already caused. Based on the NEERI
report and other evidences Supreme Court directed that the sludge lying on the land be removed
immediately to avoid the risk of seepage of toxic substances into the soil during the rainy season.
On April 4, 1990, the Court further directed the Ministry of Environment & Forests, Government
of India to depute its experts immediately to inspect the area to ascertain the existence and extent
of gypsum-based and iron based sludge and to suggest the handling and disposal procedures and
to prescribe a package for its transportation and safe storage. The cost of such storage and
transportation was directed to be recovered from the industries located in the Complex. However,
on February 13, 1996, Supreme Court passed the final order as:

"they are in the view that if an enterprise which is engaged in a hazardous or inherent industry
which posses a potential threat to the health and safety of the persons working in the factory and
residing in the surrounding areas, it is an absolute and non delegable duty to the community to
ensure that no harm to any one on account of hazardous or inherently dangerous nature of
activity which it has undertaken. It is therefore held that where an enterprise is engaged in a
hazardous or inherently dangerous activity and harm to any one on account of an accident, the
enterprise is strictly and absolutely liable to compensate all those who are affected by the
accident and such liability is not subject to any of the exceptions as laid down in tortuous
principles of strict liability under the rule laid down in Rylands Versus Flecher. The law laid
down in the case of Oleum Gas leak case (M.C.Mehta Vs. UOI & Ors) is also applicable in the
present case and the industries are absolutely liable to compensate for the harm caused by them
to the villagers in the affected area, to the soil and to the groundwater and hence they are bound
to take all necessary measures to remove the sludge and other pollutants lying in the affected
area which is about 350 hectares. The polluter pays principle demands that the financial cost of
preventing or remedying damage caused by pollution should lie with the industries which caused
the pollution".

However, this is a very unusual and extraordinary litigation where even after fifteen years of the
final judgment of this court (date of judgment February 13, 1996) the litigation has been
deliberately kept alive by filing one interlocutory application or the other in order to avoid
compliance of the judgment. The said judgment of this Court has not been permitted to acquire
finality till date. This is a classic example how by abuse of the process of law even the final
judgment of the Supreme Court can be circumvented for more than a decade. This is undeniably
a very serious matter concerning the sanctity and integrity of the judicial system in general and
of the Supreme Court of the country in particular.

Mr. M.C. Mehta, Advocate has filed written submissions on behalf of Indian Council for Enviro
Legal Action. It is reiterated in the submissions that these applications are blatant disregard
towards complying with the directions of this court. They have made mockery with the
environmental justice delivery system by filing these applications. They have shown no
contrition for causing irreparable damage to the life, health and property of the people affected
by their commercial activities. The applicants are trying to delay the payment of Rs.373,850,000
INR for carrying out remedial measures.

Mr. Mehta also placed reliance on a judgment of this court in the case of M.C. Mehta v. Kamal
Nath and others (2000) 6 SCC 213, in which the court observed as under: & quote;...pollution is
a civil wrong. By its very nature, it is a tort committed against the community as a whole. A
person, therefore, who is guilty of causing pollution, has to pay damages (compensation) for
restoration of the environment and ecology. He has also to pay damages to those who have
suffered loss on account of the act of the offender. The powers of this court under Article 32 and
21 are not restricted and it can award damages in a PIL or a Writ Petition as has been held in a
series of decisions. In addition to damages aforesaid, the person guilty of causing pollution can
also be held liable to pay exemplary damages so that it may act as a deterrent for others not to
cause pollution in any manner.

ISSUES

I. What is the measure of liability of companies which are engaged in a hazardous or

inherently dangerous industry, if by reason of an accident occurring in such industry,
persons die or are injured?
II. Does the rule in Rylands v. Fletcher apply in such case or is there any other principle on
which the liability can be determined?
III. The Respondents must pay the amount necessary to carry out appropriate remedial action
is one thing but should they pay only that amount or with interest? If the period were a
few days or months that would have been different but in this case, it is almost 14 years
have been lapsed and amount has not been paid.

REASONING

I. The concern companies have strict liability by following the rule in Rylands v. Fletcher.
II. The rule in Rylands v. Fletcher was evolved in 1866 and it provides that a person who for
his own purposes brings on to his land and collects and keeps there anything likely to do
mischief if it escapes must keep it at his peril and, if he fails to do so, is prima facie liable
for the damage which is the natural consequence of its escape. The liability under this
rule is strict and it is no defence that the thing escaped without that person's wilful act,
default or neglect or even that he had no knowledge of its existence. This rule laid down a
principle of liability that if a person who brings on to his land and collects and keeps
there anything likely to do harm and such thing escapes and does damage to another, he is
liable to compensate for the damage caused. Of course, this rule applies only to non-
natural user of the land and it does not apply to things naturally on the land or where the
escape is due to an act of God and an act of a stranger or the default of the person injured
or where the thing which escapes is present by the consent of the person injured or in
certain cases where there is statutory authority.
III. It is settled principle of law that no one can take advantage of his own wrong unless
courts disgorge all benefits that a party availed by obstruction or delays or non-
compliance. There will always be incentive for non compliance, and parties are ingenious
enough to come up with all kinds of pleas and other tactics to achieve their end because
they know that in the end the benefit will remain with them. Thus, whatever benefits a
person has had or could have had by not complying with the judgment must being
disgorged and paid to the judgment creditor and not, allowed to be retained by the
judgment-debtor. This is the bounden duty and obligation of the court.

ANALYSIS (CONSTITUTIONAL PROVISIONS)

Article 48A (added after 42 Amendment, 1976) of the Indian Constitution states that the
State shall endeavour to protect and improve the environment and to safeguard the forest
and wildlife of the country.
Article 51A (g) entitled as Fundamental Duties, imposes a similar responsibility on
every citizen to protect and improve the natural environment including forests, lakes,
rivers and wild life, and to have compassion for living creature.
Further, the Interpretation given by the Supreme Court in Maneka Gandhi case has added
new dimensions to the concept of personal liberty of an individual. It laid down that a law
affecting life and liberty of a person has to stand the scrutiny of Articles 14 and 19 of the
Constitution. In other words, if a law is enacted by a legislature which touches upon the
life and liberty of a person and curtails it, then it is a mandatory requirement that the
procedure established by it for curtailing the liberty of a person must be reasonable, fair
and just. It is this interpretation of Article 21 which the court has extended further so as to
include the right to a wholesome environment. Likewise, environmental pollution which
spoils the atmosphere and thereby affects the life and health of the person has been
regarded as amounting to violation of Article 21 of the constitution. In Dehradun
Quarrys case, the Supreme Court entertained complaints from the rural litigation and
entitlement Kendra, Dehradun alleging that the operations of lime stone quarries in the
Mussoorie- Dehradun region resulted in degradation of the environment affecting the
fragile ecosystems in the area. In this case, the Supreme Court moving under Article 32
 ordered the closure of some of these quarries on the ground that these were upsetting the
ecological balance. Though, the judgment did not make a reference to Article 21 but
involving of jurisdiction by the court under Article 32 presupposed the violation of right
to life guaranteed under Article 21.

Article 32 of the Indian Constitution gives exclusive privilege to every Indian citizen to file a
petition whose fundamental right is violated by any mean and by anyone. So, in this case, the
Supreme Court under Articles 48-A and 21 of the constitution regarded the right to live in a
healthy environment as a part of life and personal liberty of the people.

DECISION

July 18, 2011, Justice BHANDARI DALVEER and DATTU H.L: We have carefully considered
the facts and circumstances of this case. We have also considered the law declared by this Court
and by other countries in a number of cases. We are clearly of the opinion that the concerned
applicant-industry must deposit the amount as directed by this Court vide order dated April 11,
1997 with compound interest. The applicant-industry has deliberately not complied with the
orders of this court since April 11, 1997. Thousands of villagers have been adversely affected
because no effective remedial steps have been taken so far. The applicant- industry has
succeeded in their design in not complying with the courts order by keeping the litigation alive
for more than 15 years by filing the interlocutory applications which were being totally devoid of
any merit are accordingly dismissed with costs. Consequently, the applicant-industry is directed
to pay Rs. 37,385,000 INR (USD 608,628) along with compound interest @ 12% per annum
from April 11, 1997 till the amount is paid or recovered. The applicant-industry is also directed
to pay costs of litigation. Even after final judgment of this Court, the litigation has been kept
alive for almost 15 years. The respondents have been compelled to defend this litigation for all
these years. Enormous court's time has been wasted for all these years. On consideration of the
totality of the facts and circumstances of this case, we direct the applicant-industry to pay costs
of Rs.1,000,000 INR (USD 16,280) in both the Interlocutory Applications. The amount of costs
would also be utilized for carrying out remedial measure in village Bichhri and surrounding areas
in Udaipur District of Rajasthan, India on the direction of the concerned authorities.
CONCLUSION

Moreover, this Court applied the principle of Polluter pays and observed thus: the polluter pays
principle demands that the financial costs of preventing or remedying damage caused by
pollution should lie with the undertakings which caused the pollution, or produced the goods
which caused the pollution. Under this principle, it is not the role of government to meet the
costs involved in either prevention of such damage, or in carrying out remedial action, because
the effect of this would to shift the financial burden of the pollution incident to the taxpayer.
 A
PROJECT REPORT
OF
PRACTICAL MODULE
ON
NEW ENTERPRISE & INNOVATION MANG
Submitted to:
HASMUKH GOSWAMI COLLEGE OF ENGINEERING (718)

IN PARTIAL FULFILLMENT OF THE

REQUIREMENT OF THE AWARD OF THE DEGREE OF
MASTER OF BUSINESS ASMINISTRATION
In
Gujarat Technological University

Submitted by:
 BHAVIK D. PATEL (Enrollment :157180592027)
BOBBY R. SONKAR (Enrollment :157180592050)
MBA SEMESTER III
BATCH: 2015-2017

1.BRIJMOHAN LAL MUNJAL - THE HERO GROUP

Achievements: Chairman of Hero Group; honoured with Ernst & Young Entrepreneur of the Year
in 2001. Today, the Hero Group is the largest manufacturer of two-wheelers in the world and
B.M.Munjal is the man credited with its success.

His journey began in 1944 at the age of 20. He along with his three brothers moved from his
birthplace Kamalia in Pakistan to Amritsar. The brothers started supplying components to the
local bicycle business. After partition in 1947, the family was forced to move to Ludhiana. In
1952, Munjals made a shift from supplying to manufacturing. They started manufacturing
handlebars, front forks and chains. In 1956, the Punjab state government announced the issue of
12 new industrial licenses to make bicycles in Ludhiana. The Munjal brothers cashed on this
opportunity. Soon Hero Cycles started giving well established players such as Raleigh, Hind
Cycles and Atlas Cycles a run for their money. The Hero Cycle was comparatively cheaper and
was sturdy and reliable. It gave the customers value for their money.

In 1984, Japans Honda, the largest manufacturer of motorcycles elicited interest in collaborating
with the Hero Group to manufacture motorcycles in India. Even after the collaboration has
broken, the Hero Group is the largest manufacturer of motorcycles in the world.

SEEDING A DREAM

The founder and patriarch of the $ 2.8 billion Hero Group is a classic first generation
entrepreneur. He is a man who started small, dreamt big and used a combination of grit and
perseverance to create one of the country's largest corporate groups and the World's No.1 two
wheeler company.

BUILDING RELATIONSHIPS
When Brijmohan and his brothers started out, there was no concept of organized dealer
networks. Companies just produced, and most dealers functioned like traders. Brijmohan
changed the rules of the business by trusting his gut instincts; introducing business norms that
were ahead of their time, and by investing in strategic relationships.

STAYING AHEAD

In the 1980s, when all two-wheeler companies in India opted for two- stroke engine technology,
Brijmohan preferred a four-stoke engine a technology that dramatically increased fuel
efficiency and reduced maintenance costs. This technology was one of the biggest reasons for
Hero Honda's stupendous success.

A CORPORATE CITIZEN

The Ludhiana Stock Exchange owes its existence to Brijmohan's vision as does the Ludhiana
Flying Club. He has also set up the not-for-profit Dayanand Medical College and Hospital - an
institute now rated as one of the best medical colleges in India, in terms of infrastructure, quality
of staff and alumni profile.

By 1971, the Munjals had set up a rim-making division for Hero Cycles and launched another
company called Highway Cycles that would make freewheels -- it was then that Brijmohan Lal
restructured and streamlined Heros rapidly expanding business. Within a span of 6-7 years,
production at the Hero Cycles plant doubled and in 1975 it became the largest manufacturer of
bicycles in India.

He worked on two premises; first that all four brothers, the original four brothers, had an equal
stake in all the Munjal companies. The second premise was that any Munjal who wanted to
work, had to have a business to run. Now what did that mean? That meant that between the
1980s, 1990s and 2000, the business began to expand and to diversify -- they went into textile
spinning, they went into financial services . . . although not all of these succeeded. They had also
integrated vertically right up to a cold-rolling steel mill. But the biggest and the most important
factor in all this was their continuous growth in the auto components' segment, and this would
become perhaps the Munjal's key competitive strength.
Brijmohan Munjal is steady in his dedication towards his work. With the widespread network of
5,000 dealers across the country, the Hero Group today is a conglomerate with an annual
turnover of Rs.10,000 crore. Highs and lows, rewards and backlashes have all been a part of the
Hero Group's corporate story, but downfalls did not discourage them, nor did losses kill their
spirit of entrepreneurship.

2.DHIRUBHAI AMBANI RELIANCE GROUP

Achievements: Dhiru Bhai Ambani built Indias largest private sector company. He created an
equity cult in the Indian capital market. Reliance is the first Indian company to feature in Forbes
500 list. Dhirubhai Ambani was the most enterprising Indian entrepreneur. His life journey is
reminiscent of the rags to riches story. Dhirajlal Hirachand Ambani was born in 1932, at
Chorwad, Gujarat, into a Modh family. His father was a school teacher. Ambani started his
entrepreneurial career selling bhajias to pilgrims in Mount Girnar over the weekends. After
doing his matriculation at the age of 16, Ambani moved to Aden, Yemen. He worked there as a
gas-station attendant, and as a clerk in an oil company. He returned to India in 1958 with
Rs.50,000 and set up a textiletrading company. Assisted by his two sons, Mukesh and Anil,
Dhirubhai built Indias largest private sector company, Reliance India Limited, from scratch.
Over time his business has diversified into a core specialization in petrochemicals with
additional interests in telecommunications, information technology, energy, power, retail,
textiles, infrastructure services, capital markets and logistics.

Dhirubhai revolutionized capital markets. From nothing, he generated billions of rupees in

wealth for those ho put their trust in his companies. His efforts helped create an equity cult in
the Indian capital market. With innovative instruments like the convertible debenture, Reliance
quickly became a favourite of the stock market in the 1980s. In 1992, Reliance became the first
Indian company to raise money in global markets, its high credit taking in international markets
limited only by Indias sovereign rating. Reliance also became the first Indian company to
feature in Forbes 500 list. Dhirubhai Ambani was named the Indian entrepreneur of the 20 th
century by the Federation of Indian Camber of Commerce and Industry. A poll conducted by the
Times of India in 2000 voted him greatest creator of wealth in the century.
He is the man behind Reliance Industries, whose empire extends from petrochemicals to textiles.
With his vision and astute leadership, Ambani has succeeded in established Reliance as one of
the largest private sector company in India. Dhirubhai Ambani has received global adulation for
his success. In a recent poll conducted by Asia week, he was selected as one of the 5 most
powerful people in Asia. He has been profiled by Times of India in their section- Indian of the
Century. He was awarded the Wharton School Daans medal for his contribution as a leader to
international business, world economy and political policy.

3.GHANSHYAM DAS BIRLA BIRLA GROUP

Achievement: Laid the foundations of the Birla Empire; founder of the Federation of Indian
Chambers of Commerce and Industry (FICCI). Ghanshyam Das Birla is the man who laid the
foundation of the Birla Empire. He was a close associate of Mahatma Gandhi and advised
Gandhiji on economic policies. He was the most important pre-Independence contributor to the
Indian National Congress. He is also popularly known as the builder of Birla Mandirs.

Born in 1894, G.D. Birla was a native of Pilani. His grandfather Shiv Narayan Birla was a
traditional marwari moneylender. Ghanshyam Das Birla entered the business arena during the
time of First World War. He established a cotton mill in Sabzi Mandi, and later on established
Keshoram Cotton Mills. Along with cotton mills he diversified to jute business and shifted his
base to Calcutta city in Bengal, the world's largest jute producing region. He established Birla
Jute Mills in Bengal, much to the consternation of established European merchants.

In 1919, with an investment of Rs.50 lakhs, the Birla Brothers Limited was formed and a mill
was set up in Gwalior. In 1930s, G.D. Birla set up Sugar and Paper mills. In 1940s, he ventured
into the territory of cars and established Hindustan Motors. After independence, Ghanshyam Das
Birla invested in tea and textiles through a series of acquisitions of erstwhile European
companies. He also expanded and diversified into cement, chemicals, rayon and steel tubes. Civ
After independence, the Birlas expanded their business and started production in many fields.
Near Mirzapur, he, in collaboration with Caesar, an American friend, set up an Aluminum Plant
Hindalco. Ghanshyam Das Birla also founded several educational institutions. Birla Institute of
Technology and Sciences (BITS) Pilani has today evolved into one of Indias best engineering
schools. He also established many temples, planetariums, and hospitals.
In 1957, he was awarded Indias second highest civilian honour, the "Padma Vibhushan" by the
Government of India. G.D. Birla award for scientific Research has been established to encourage
scientists for their contribution in the various fields of scientific research in his honor. The Birla
family is one of the foremost business houses in India. During the decades of 70`s and 80`s, Birla
brothers were among the topmost Industrial Houses of India. Their businesses vary from
petrochemicals and textiles to automobiles and Infocomm. Ghanshyam Das Birla died in 1983 at
the age of 90.

A
PROJECT REPORT
OF
PRACTICAL MODULE
ON
IMC
Submitted to:
HASMUKH GOSWAMI COLLEGE OF ENGINEERING (718)

IN PARTIAL FULFILLMENT OF THE

REQUIREMENT OF THE AWARD OF THE DEGREE OF
MASTER OF BUSINESS ASMINISTRATION
In
Gujarat Technological University
 Submitted by:
BHAVIK D. PATEL (Enrollment :157180592027)
BOBBY R. SONKAR (Enrollment :157180592050)
MBA SEMESTER III
BATCH: 2015-2017
The IMC Tools used for CocaCola

Introduction

Coca-Cola was invented in May 1886 by pharmacist Dr. John S. Pemberton in Atlanta, Georgia. The
formulaIntroduction & It re-entered India in 1993. Since then its operations have grown rapidly
through a model that supports bottling operations, both company owned as well as locally owned
and includes over 7,000 Indian distributors and more than 1.3 million retailers. 3 Coca-cola was
asked by the Indian government to leave the country along with I.B.M in 1977 due to investment
violations. The company operates a franchised distribution system dating from 1889 where the
Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers
throughout the world who hold an exclusive territory. Coca-Cola currently offers more than 500
brands in over 200 countries and serves over 1.6 billion servings each day. brand was bought in
1889 by Asa Griggs Candler.

IMC in Cocacola

Its the pioneer company in 360 degree communications as they rapidly understood they
had to get in touch with consumers to create links & to look for them wherever they are.

Coca cola uses IMC in order to communicate with its target.

 The communication plan is adapted regarding the market, the society, the potential, the
product positioning etc. Coca cola is willing to be close to its consumers, to be part of the daily
life, to become a kind of rituals attached to specific moments; for that they use social marketing
to create emotions and affiliation with consumers, e.g. they raise funds for social causes like
earthquake or hurricane.

Also it always focuses on fun & entertainment as it is the main message they want to
deliver. They adopt their message to target market based on some values: sharing happiness, fun,
tradition of coke

The Promotional Mix: Tools Of IMC

1. Advertising

2. Personal Selling

3. Publicity/Public Relations

4. Sales Promotions

5. Direct Marketing

6. Interactive/ Internet Marketing

Advertising is defined as any paid form of non personal communication about an

organization, product, service, or idea by an identified sponsor.

Coca-Cola uses the concept of aggressive advertising to promote its products. Thus
advertising is the most important marketing tool for the company as it has to cater mass
consumer markets. They mainly do national advertising.
 Company introduces different themes and concepts to sell their product and advertises
mainly in electronic media and out of home advertising. These advertisements build brand image
and create awareness.

Big names of Indian film & cricket industry mainly become the brand ambassadors of the
Company, such as Amir Khan, Sachin Tendulkar, Akshay Kumar, Aishwarya Rai, Salman Khan
etc.

Slogans A memorable Journey

Coca Cola continuously uses new slogans in various countries ( also in India) and are
very cheerful & attractive!!! Those slogans are

1. Open Happiness

2. Brrrrrrr!!!

3. Coca-Cola-Piyo sir utha ke

4. Jo chaho ho jae Cola-Cola enjoy

5. Thanda Matlab Cola-Cola

Mediums of Advertisement

The mediums of advertising used by Coca-Cola are:

1. Print media: They print media for advertisement. department for print media. Although very rare,
they have a separate

2. Point of SaleMediums of Advertising & Point of purchase (POS & POP) Materials: Point of
sale material this includes: Posters and Stickers display in the stores and in different areas. It also
includes:

a) Vizi cooler

b) Freezers
c) Display rack

TV Commercials

As everybody know that TV is a most common entertaining medium so TV commercials

is one of the most attractive way of doing advertisement. So Coca Cola Company does regular
TV commercials on different channels.

It focuses on both the urban as well as the rural India with its advertisements.

In the summer of 2011, Coca-Cola introduced the new Brrrrr!! Ad and featured Imran
Khan as the brand ambassador. Now, they have endorsed triplet of movie Student of the Year
for their new theme Haan Mein 10 Crazy Hoon.

Outdoor advertising

Coca cola is very much conscious about their billboards and hoardings. They have so
many sites in different locations for their billboards.

Billboards are usually found at cross roads, buildings, shops.

Also in India the Coca-cola can be seen painted on walls, bus stands, dhabas etc. focusing
in rural areas of India.

It is essential to take a note that Billboards & banners, cut-out, holdings play an
important role in promotion of coca cola. This is mostly because of its unique, eye-catching red
colored brand logo. You would never miss it!!

Direct marketing

Coca-Cola uses direct marketing in many ways. First, the company forms partnership
with various restaurants, movie theaters, hotels etc. to carry its product.
 This way, when a customer orders a drink, the only brand they are offered is Coca-Cola,
which forces them to buy a drink from that brand. By doing this, Coke forces out other
competition, and keeps the restaurants, or other businesses, purchasing their product over and
over again. e.g. McDonalds.

Coca Cola also sponsors various sporting events in India and around the world in events
like Cricket, Football, and Motor Racing etc.

Interactive/Internet marketing

Coca-Cola uses the internet to promote its products. The company has its own website,
which is quite simple to navigate through. The website allows customers to become interactive
through various games, contests, shopping, and through a special section of the website that
enables consumers to find out how they can help their community.

Also in the modern era of communication and networking, the company uses various
social networking sites like Facebook, YouTube, Twitter to connect with the consumers. A
dedicated section is created on YouTube to see its videos.

The internet marketing thus helps to reach to those consumers who cant afford to spend
time on T.V and are always online.

Sales promotion

A sales promotion is an activity that is implemented to boost the sales of a product or service
temporarily. Coca-Cola does sales promotion in two ways to quickly increase sales.
1. Consumer - Oriented sales promotion:
Getting Shelves
Eye Catching Position
Under The Crown Scheme
2. Trade - Oriented sales promotion:
Discounts to retailers and stores
Return back allowances
Merchandising assets
Free goods or free tours

Publicity/public move
 Publicity refers to non personal communications regarding an organization, product,
service or idea not directly paid or run under identified sponsorship.

Public relations is defined as the management function which evaluates public attitudes,
identifies the policies and procedures of an individual and organization with public interest, and
executes a program of action to earn public understanding and acceptance.

Coca-Cola can address law suits, rumors, stories, new products, and activities. There is
also a section of the website devoted to investors. Here, current, or future, investors can access
financial statements and up-to-the minute stock information.

The Coca-Cola India is also undertaking some projects as a part of their social cause and
part of the corporate social responsibility.

The Support My School campaign along with NDTV has Sachin Tendulkar as the
brand ambassador.

The project Unnati focuses on more yield of mangoes to farmers.

Coca Cola also Sponsors events in cricket and music.

Personal selling

Coca-Cola has many salespeople, who are individuals representing the company to
communicate, sell, service, and build relationships with customers.

These salespeople promote their product to different customers within their regions, and
once they sustain a customer, they sell their products to them and service them many times per
week.

These individuals form close relationships with the customers in order to continue
business with them.

Conclusion

From our study we can conclude that:

 For any company to reach the peak in todays competitive era, has to use each and every
component of the promotional mix.

By understanding Coca-Cola we can say it the company is using its promotional mix in
an effective and efficient manner.

That is the reason why Coca-Cola is the market leader and one of the most valuable
brands in the whole world.

Apart from being the most valuable brand, it also gives importance to CSR activities.