A

PROJECT REPORT ON

MARKETING STRATEGIES OF

MANGENESE ORE (INDIA) LTD. MOIL

Submitted in partial fulfillment of the requirement for the degree of 

Rashtrasant
Rashtrasant Tukdoji Maharaj Nagpur university,

NAGPUR 

Submitted by, Guided by

Mineshwar B. Sahu Prof. Kartik Uttarwar
(MBA IV)

1
This is certify that the project report entitled “MARKETING STRATEGY OF
MOIL” submitted by MINESHWAR B. SAHU as partial fulfillment of Master of 
Business Administration(MBA) of Rashtrasant Tukdoji Maharaj Nagpur University,
 Nagpur for the academic session 2008-2010.

Guided by, Principle

Prof. Kartik Uttarwar Dr. Vijay Ainchwar

Date:
Place: Nagpur 

2
I, Mr . Mineshwar Sahu hereby declare that this project record of authentic work 
carried out by me during the period from 15/06/2009 to 30/07/2009 and has not been
submitted earlier to any University or Institute for the award of any degree/diploma
etc.

Place: Mineshwar Sahu

Date: (MBA IV SEM)

ACKNOWLEDGMENT
3
This report describes my first exposure to an company. With deep satisfaction and
immense pleasure I am presenting this report on
“Study of Import Export Policy of Unigroup Worldwide UTS Logistic Nagpur”
At. UTS Logistic, B. R. SHASTARY , NAGPUR  Undertaken as a Summer Trainee
with Logistic Department.
It is my proud privilege that I have got an opportunity to work with an esteemed
organization like UTS Logistic Company. Its contributing working environment and
culture enabled my learning.
First and foremost, I express my deep felt gratitude to Mr. RAKESH SAHU Sir,
COORDINATOR) for giving me an opportunity to work on this project
(BRANCH COORDINATOR)
in his department. His valuable suggestion helped me to compile and prepare this
report.
Secondly, I would like to offer my sincere thanks to Prof . Anand muley, Prof.
Kartik uttarwar for their constant guidance at all stages of my work. Under them I
explor
explored
ed the kno
knowle
wledge
dge regard
regarding
ing organi
organizat
zation
ional
al behavi
behavior,
or, variet
varietyy of produc
products,
ts,
manuf
manufact
acturi
uring
ng proces
process,
s, compet
competito
itors,
rs, future
future potent
potential
ial custom
customers
ers,, contra
contracto
ctors
rs &
manufacturers of projects and various sectors related to my project. They taught me
how to work hard and play harder. Their contribution can never be quantified because
of immense practical knowledge that they have imparted.
Last but not the least, a special thanks goes to all other staff who have lend a helping
hand in every step that I took for analysis.
The culture of MOIL changes a person on philosophical, psychological and analytical
levels. I came out of  MOIL a better person because of the learning that I have
gathered from these precious guides.
Besides the above mentioned, many officials of  MOIL have been very cooperative
and helping. Without their encouragement and constant guidance I could not have
finished this project. In spite of their busy schedules, they were always there to meet
and talk about
about my ideas, my views,
views, and my queries.
queries. It has been most pleasur
pleasurable
able
working at MOIL.

4
EXCUTIVE SUMMARY OF PROJECT

COMPANY PROFILE

SCOPE OF PROJECT

HYPOTHESIS

RESEARCH METHODOLOGY

DATA INTERPRETATON

SUGGESTION &

RECOMMANDATION

CONCLUSION

LIMITATION

BIBLIOGRAPHY

5
It give
givess me imme
immens
nsee plea
pleasu
sure
re to pres
presen
entt this
this repo
report
rt on “Manganes
“Manganesee ore India
India
Limited”. (MOIL), Katol Road, Nagpur”.

6
This report addresses the various issues, which would help the organization to know
the expectations of customers of Manganese ore India Limited. About the promotion
of the products discovering what factors would lead to long term customer awareness.
This report is submitted as a part of course curriculum to  Lokmanya Tilak Institute
of Management Studies and Research, Nagpur 

This report is written in an easy and comprehendible language using a systematic

methodology.
I have ensured my best to cover all the aspects related to this topic and make the
report purposeful.
The project was basically a Market Research Project where we got an opportunity to
apply our theoretical concepts in the project that helped us in better understanding the
same.
Any Market Research Methodology consists of the following 8 steps:

• Setting up of objectives.
• Research Design Formulation.
• To determine the source of data (primary and secondary).
• To determine data collection method.
• To determine the sample size.
• To organize and conduct field- work.
• Data analysis.
• Report Preparation.

7
8
 Organization
Organization

Chairman-cum-Managing Director 

Director (Commercial) Director (Prod. & Plang.)

GM
GM
(Materials)
(Production)

Sr.DGM Sr.DGM
Sr.DGM
Sr.DGM
(Mech.) (Process)
(Safety & Trg.)
(Pl.& Env.)

DGM DGM DGM

(Mktg.) (Civil) (Elect.)

9
10
 MANGANESE ORE (INDIA) LIMITED
Manganese Ore (India) Limited (MOIL) a Miniratna PSU was originally
set up in the year 1896 as Central Province Prospecting Syndicate
whic
whichh was
was late
laterr rena
renam
med as CentCentra
rall Prov
Provin
ince
ces
s Mang
Mangan
anes
ese
e Ore
Ore
Company Limited (CPMO), a British Company incorporated in the UK.
In 1962, as a result of an agreement between the Government of India
and CPMO, the assets of the latter were taken over by the Government
and MOIL was formed with 51% capital held between the Govt. of India
and the State Governments of Maharashtra and Madhya Pradesh and
the balance 49% by CPMO. It was
was in 1977, the balance
nce 49%
share
sh areho
hold
lding
ing was
was acqu
acquir
ired
ed from
from CPMO
CPMO and MOIL
MOIL beca
became
me a 10
100%
0%
Government Company under the administrative control of the Ministry
of Steel.

At present, MOIL operates 10 mines – six located in the Nagpur and

Bhandara districts of Maharashtra and four in the Balaghat district of 
Madhya Pradesh.
Pradesh. All these mines are about about a century
century old.
old. Excepting
Excepting
three, rest of the mines are worked through underground method. The
Balaghat Mine is the largest mine of the Company which produces one
of the best quality manganese ore in the country is also the deepest
underground
underground manganese
manganese minemine in Asia.
Asia. The mine has has now reached
reached a
dept
depth h of over
over 505000 meters
meters from the the susurfa
rface
ce.. Dong
Dongri ri Buzurg
Buzurg Mine
Mine
located in the Bhandara district of Maharashtra is the largest opencast
mine
mine thatthat prod
produc
uces
es mang
mangan anes
esee didiox
oxid
ide
e ore
ore usused
ed by drydry batte
atteryry
indust
industry.
ry. This
This ore in the form of manganou
manganous s oxide is used
used as micro-
micro-
nutrient
nutrient for cattle
cattle feed and fertilize
fertilizers.
rs. MOIL fulfills
fulfills about
about 70% of the the
tota
totall requi
requirem
rement
ent of diox
dioxid
idee ore in IndiaIndia.. The total
total produc
producti
tion
on of 
manga
nganesnese ore from all all the mines nes cons nsttitutes about 65% of 
requ
require
ireme
ment
nt of the
the count
country.
ry. At present
present,, the
the annual
annual produ
product
ctio
ion
n is
around 0.9 million tonnes which is expected to grow in the coming
year
years.s. MOIL
MOIL has set up Ferro Ferro Mang
Manganeanese
se Plant
Plant (10,0
(10,000
00 TPY)
TPY) and
and
Elec
Electr
trol
olyt
ytic
ic Mang
Manganeanese
se Diox
Dioxidide
e (EMD
(EMD)) Plan
Plantt (100
(1000 0 TPY)
TPY) as per
per its
its
11
diver
diversi
sifi
fica
cati
tion
on plan
plan for
for value
value addi
additi
tion
on to mang
mangane
anese
se ore. MOIL
MOIL is
furt
further
her consi
conside
deri
ring
ng sett
settin
ing
g up Capti
Captive
ve Power
Power Plant
Plant,, expa
expand
ndin
ing
g the
the
capac
apaciity of ferr
ferro
o manga
anganenese
se pl
plan
antt and
and set
setting
ting up a newnew Sili
ilico
Manganese Plant to meet the ever increasing demand of the ferro
alloys globally.

MOIL is also the largest employer in the manganese mining industry

with a total work force of about 6900 employees.

To enri
enrich
ch the
the live
livess of the
the empl
employ
oyee
ee by deve
develo
lopi
ping
ng skil
skills
ls thro
throug
ughh comm
commititme
ment
nt
 performance and innovation and providing the best of service identifying and adopting
the start of the art mining technology through innovative solution providing customer 
satisfaction with
with quality services and delivery to maintain the status of market leader in
manganese industry
industry in India to diversify into areas for value
value addition based
based manganese
Ore to developed our mines to have optimum production capacity at all times without
compromising safety and environment protection continuously striving for efficient, cost-
effective a d eco friendly mining to make our mining area clean, green and eco- friendly.

To become the best mining company in the world by 2008 2008 through utilization
utilization of 
skills and talent available to globally expand the activities of the company in all
 possible areas keeping in view the value addition through joint ventures and
technology transfer to improve quality of low grade and waste dumps to high/
medium grads through integrated Beneficiary plant.

MOIL is the only public sector to install a 5MW wind mill at Nagda Hills near Dewas
(MP) generating 13.5 million units against rated capacity of 0.96 million units in the first
year another 15.2
15.2 MW capacity of wind Turbine
Turbine generation plants is under
under installation
Asia’s first state of the art modern 5,00,000
5,00,000 TYP beneficiation
beneficiation plant at balaghat is
commissioned winner of NATONAL conservation award 1st prize in mining
NATONAL energy conservation
12
 sector for the first time since inception MOIL has been awarded the prime minister’s
merit certificate for MOIL ha bagged 3 awards in national safety awards by min. of 
labour Memorandum of understanding with the government continuously with excellence
rating for the
the last 17 years CSR activities
activities are carried out
out by MOIL in almost every
 possible way such as village adoption, education, community development, medical aid
environment awareness, etc.

To maintain Quality at all stages To create Quality consciousness amongst all employee
To enhance Total Customer Satisfaction through prompt delivery of Quality material and
services To bring Quality Management through performance leadership To continuously
maintain and improve the effectiveness of the Quality Management System.

Marketing Scenario
Due
Due to stee
steepp incr
increa
ease
se in the
the prod
produc
ucti
tion
on of Stee
Steel,
l, the
the dema
demand
nd for
for ferr
ferro
o allo
alloys
ys and
and
manganese
manganese ore had beenbeen on the increase since
since the beginning
beginning of last year. To meet the
increased demand, the Company had to put in extra efforts to increase production and
quality so that the supplies to the domestic ferro alloy products could be met to the
maximum
maximum extent
extent possible.
possible. Though
Though there has been a glut of export enquirie
enquiriess for MOIL
ore, the Company did not make any shipments as it is committed to fulfill domestic
requireme
requirementnt first. The sales performan
performance
ce achieved
achieved during 2004-05
2004-05 is the highest ever 
since the inception of MOIL. For the first time in the history of MOIL, the
the sales turnover 
has crossed
crossed the Rs.300 crore
crore marks during
during 2003-04.
2003-04. Even during
during the current
current year i.e.
2004-05, the demand continues to be quite high and the sales are even better.

1) Price adjustment
adjustment

2) Sampling
Sampling and
and analysis
analysis

3) Sampling
Sampling and chemicals
chemicals analysis
analysis

(At present M/s Mitra S.K Pvt. Ltd. Is the sampler)

4) Physical
Physical analysis
analysis

13
 5) Wigh
Wightm
tman
an

6) Paym
Paymen
entt

7) Tax and
and duties Royalty
Royalty vat,
vat, etc.

8) Invest
Investmen
mentt

9) Deli
Delive
very
ry

10) Dispute & Arbitration

11) Railway penalty

Annual  production
Annual pro duction of MOIL is around 1.4 million tones which is expected to grow in
the
the comi
coming
ng years
years.. MOIL
MOIL hashas set up Ferr
Ferro
o Mang
Mangan
anese
ese Plan
Plantt (10,0
(10,000
00 TPY)
TPY) and
Electrolytic Manganese Dioxide (EMD) Plant (1000 TPY) as per its diversification plan
for value addition to manganese ore. MOIL is one of the Biggest Public sector in
Manganese production and overall Production of manganese is the 1.4 million tones and
the manganese it fulfill the 75% to 80% demand of the government as well the market
that mean’s the MOIL is leading sector in manganese production. That’s mean’s MOIL
has the MONOPOLY in India.

• MARKET ANALYSIS AND SEGMENTATION

• MARKETING PLANING

• TARGETING AND POSITIONING

• COMPETITVE AND STRATEGIC

• ANALYSIS

This market analysis takes into consideration both customers of Ferro and silica services
14
(Demand side) and providers of such services (supply side), mainly in the upstream part
Of the company.

Besides Ferro and silica is the important in mines therefore, there is a second group of 
customers for Ferro and silica services, this is because companies
Outsource activities is service providers. The more complex these outsource services
Therefore, Ferro and silica service providers should not only think of a direct
Approach to manganese companies, but also consider an indirect approach through other 

Ferro and silica service providers, including key service providers

Service Manganese Key Service

Provider Company Provider

MOIL should determine an FERRO AND SILICA preference for sourcing. If the
FERRO AND SILICA prefers to source Indirectly, MOIL marketing efforts should
 primarily target their preferred service providers .

This marketing strategy differentiates between primary and secondary. FERRO AND
SILICA Services. Primary services are those that are more likely to be procured directly
 by FERRO AND SILICA while, secondary services are typically procured directly by
FERRO AND SILICA.
As well as by other service providers.

 MANAGANSE
Companies

 Primary Services Providers

 Secondary Services
Providers

 Transportation
15
 Trucking

 Safety /
Health
Services

 General
Supplies and
Supply
Services

 Professional
Services

 Other Services

The objective of market segmentation is to identify meaningful segments so that

Marketing activities directed at these segments are more effective than if they had been
Directed to all customers alike. Market segmentation tries to identify distinct behaviors in
Customer groups. This marketing strategy uses “customer needs” as the primary criterion
for segmenting The Ferro and silica services market. Consideration of the focus of 
activity along the Ferro and Silica value chain helps a service provider answer the
foremost question: What can I do for this customer? It projects the service provider’s
offering and capabilities onto a customer’s specific needs. In a next segmentation step,
the service provider can use additional information, such as “customer size”, to further 
improve the effectiveness of marketing and selling to the customers in a particular market
segment. The following figure shows six market segments, which cross all sizes of 
companies. The market segments represent the various types in manganese companies, as
well as Service providers.

1) Explor
Explorati
ation
on & Prod
Product
uct

2) Explor
Explorati
ation
on focus
focused
ed

3) Marketing focused

4) Other Service Providers

16
 5) Manganese Company

6) Field Management
Company

This section concentrates on competitive aspects of the supply side of the company. It
Describes comparative advantages that manganese can use to overcome market barriers
and compete effectively.

MOIL need to know their comparative advantages and disadvantages relative to OSP.
MOIL should use comparative advantages to offset any disadvantages. It is important
that
MOIL consistently communicate their advantages to reinforce a positive image with
their Manganese customers

Local Expertise: MOIL is located near where the customer’s needs are to be satisfied.
MOIL knows the geography, infrastructure, climate and weather, and other particularities
of the area. They understand geographic directions to; for example, find a location in an
unmapped area
.
Business Community: MOIL is part of the local business community and supply
network and knows who provides particular products or services. Therefore, they can
usually be more effective and efficient at providing services that merely on input,
services and goods from other local companies.

Service Quality: MOIL can offer higher service levels because they have an established
 base with an office, workshop, or storage facility in the area where their customers are
located. They can satisfy customer needs immediately and can respond to customer 
complaints effectively. They can also address emergencies and critical situations on well
sites more quickly.

Flexibility: MOIL is open for business. They require no or short setup times. MOIL is
more readily available to provide required services. They can react quickly to changing
customer needs and requests. To a certain extent, MOIL can adjust their capacity quickly
 by engaging local subcontractors with whom they have established relationships.

17
Cost Advantages: Transportation costs incurred in providing a service or delivering
goods are usually lower than for Manganese. In addition, if customers factored potential
time savings (travel time, shipping time) into their calculations, they may realize that
they can benefit from significant cost advantages by sourcing locally. This would hold
true even if, after tax, MOIL charge higher prices than OSP.

Value-Added Services: MOIL may be able to add services to their core service offering
Value-Added
that cannot be matched by OSP. The value added can compensate for nominally higher 
 prices of the core service and become a source of additional revenues. For example, a
local construction business could offer customers a service to temporarily store
equipment on its property; a machinery rental business could offer in-field
Service and maintenance contracts.

First Nations Relationships : MOIL knows their area’s First Nations and/or is First
 Nations businesses. Therefore, they can provide better access to relevant First Nations
authorities, businesses and individuals.

Knowledge of BC Regulations: MOIL has better knowledge of the specific BC

requirements affecting their services. This knowledge can help customers avoid mistakes
 potentially leading to penalties and delays.
LSP – Comparative advantages
Knowledge of customers: MOIL may always know or may have a view of their 
customers. Marketing and sales require more effort when targets are not well defined.
MOILS have historically established customer relationships and rely on repeat business.
MOIL often has developed similar relationships.

Access to skills and resources : MOIL has access to specialized skills and resources
(such as equipment) necessary to create and market the required services. Because of the
larger size and greater maturity of their local markets, OSP have reliable access to a
much larger and scalable resource pool. This pool includes resources to fulfill demanding
 pre-qualification
 pre-qualification requirements, such as master service agreements.

Compliance with local regulations: MOIL must comply with local rules and
regulations. MOIL is reported to manage around these standards.

Adjust their business approach and pro-actively deal with controllable issues
That impact MOIL competitiveness (for example, identify ways to gain access to
Decision-makers, implement initiatives to build relationships with customers in
Calgary)

Focus on availability of services and emphasize MOIL comparative advantages

Which should result in changing customer perceptions? Actively participate in industry
associations that place a high priority on issues that impact MOIL competitiveness such

18
 as mutual recognition of standards/certificates the enforcement of rules for all service
 providers.

Compete Effectively
The MOIL service sector in BC appears to be in growth mode, however there
Is a general sentiment, particularly among companies in sustain mode that MOIL take
Business away from MOIL, MOIL need to determine whether they want to sustain or 
grow their business and take this into consideration when revising their approach to
compete. Sustain and growth strategies differ with regard to the management of business
Relationships, resources (capacity) and skills.

Relationships: Focus on repeat business within existing customer base ._ Selectively

Selectively
target new customers Maintain existing customer base actively pursue opportunities
Outside existing customer base.

Resources (Capacity): Exploit business opportunities to utilize existing capacity

Consider capacity reduction to ensure profitability Aim for efficiencies to do more
Business with existing capacity Expand capacity through internal growth or partnerships.

Skills: Develop or buy basic skills to satisfy customer needs and business requirements
Complement skills with selected partnerships Develop or buy advanced business
development skills Seek strategic partnerships with other service providers and
customers.

The Above SIX market segments identified in section can be further condensed, since
Some have very similar needs. There are potential Target segments for MOIL.

 Customer Groups

 All-rounder Consultant

 Explorer

 Producer &Marketer

 Intermediary

 Integrated MOIL

19
Positioning and Marketing Objectives
MOIL should position their business along five dimensions.8 the first dimension is
Relationship orientation; the other four dimensions are related to marketing instruments
As described in the marketing plan. In order to successfully position their business,
MOIL need to determine their customers’ preferences, and target their marketing
approach accordingly. The following tables summarize the target positions and
associated
Marketing objectives.
LSP Target Position
Relationship
Relationship Orientation

Customers suggest that MOIL change their attitude towards customers, and
Show their target segments that they are genuinely interested in moving
From a transactional to a relationship-oriented
relationship-oriented business approach.
MOIL need to accept that customers have a choice to purchase from OSP or 
MOIL and will often give preference to the supplier with whom they have
Established the best business relationship.
MOIL should position themselves as the trustworthy, experienced local
Alternative to OSP. They should employ all comparative advantages in their 
Interaction with customers so that customers are willing to buy from them
For the advantages they see. MOIL should also be prepared to step in when
OSP cannot deliver. MOIL must be ready for the “moment of truth” when they have the
Opportunity to demonstrate to their customers that they can perform to
Expectations and that it is preferable to employ local businesses.

Services (Product Marketing)

MOIL should have a well defined and recognized service profile that
Underlines their experience in at least one core area. MOIL should be able to offer 
meaningful service bundles to target segments that prefer bundles. The services can be
combined by use of internal and external sources. Regardless of size, MOIL should
consider co-operation with other MOIL and also with OSP to create a more attractive
offering.

Pricing for Services

MOIL should achieve a price level that, before taxes, is similar to OSP; MOIL
Should be able to submit a sufficiently strong service offering (using comparative
advantages) so that potentially higher prices are acceptable to customers.
Within limits that do not hurt the sector’s image, MOIL could practice price
Differentiation
Differentiation between target segments and customers, depending on their 
Price sensitivity. MOIL could also differentiate prices for transactional versus
relationship based business (transactional business tends to be more urgent and
Customers are willing to pay higher prices).
20
Marketing Communication
MOIL should attempt to gain the same access to customers as OSP in order 
To place their marketing communication messages. MOIL should communicate with
customers in a neutral to positive environment where the MOIL message is heard and
understood.

Sales Channels and Contracts

MOIL should actively market services to head offices in Calgary, either alone
Or with partners and should use contacts in Calgary as a point of entry for 
Larger deals. MOIL should market services to the local customer representatives with a
Focus on smaller, short-term deals. MOIL should actively look for indirect sales
channels, such as other MOIL (or even OSP) with better customer access.
LSP Marketing Objectives

Marketing Planning
This section includes a marketing plan that specifies the use of marketing instruments:
Service (product) management, pricing, marketing communications (promotion) and
Marketing channels/contracts. The marketing plan takes into consideration different
Sizes of MOIL and ties together marketing activities at all levels of the service sector.

Services or Product Marketing

Services or Product Marketing is a core competency of a business, therefore, most of 
The marketing work recommended in this plan can be performed by the MOIL.

 Local Service Provider Activities

MOIL should systematically review their service offering and assess the extent to which
The offering satisfies customer needs. This analysis should involve all staff who deals
with customers and include service feedback interviews with customers. Companies
should also look at competitors among MOIL and OSP to identify potential improvement
areas and ideas for changes to their service offering. A culture of continuous
improvement is a leading practice in successful service providers. The service review
should create insights into:

• High-value adding components of a service that should be provided

• Low-value adding components of a service that could be dropped

• Market opportunities for new services that would fit in with the MOIL

21
 • The potential for bundling own services with new or other existing services

• Seasonal aspects of service provisioning (extension of service period)

MOIL should start their review immediately. The busy season offers the opportunity to
Observe the market and implement new approaches, while managing the risks
Associated with change. At the close of the busy season, the organizational and financial
Requirements of intended changes should be assessed. Revised service offerings should
Be well developed and implemented before the 2005/2006 busy season starts. This
Should give enough lead-time to find, where required, the right partners and to adjust
Other marketing instruments (pricing, promotion, channels). Service offering reviews
should become part of a regular marketing routine. Employees should be encouraged to
share their ideas and service feedback interviews with Customers should be carried out.
This approach will improve service management, customer relations and employee
commitment. The MOIL should communicate all service offering adjustments to the
market.

Working with Associations and Government

Governmentss

Associations could assist MOIL with service reviews and bring MOIL in similar market
Positions together to jointly work on their marketing approach, for example in workshops
Associations could also probe regional markets to identify key services that are missing
Locally and are provided by OSP. Associations should educate MOIL on the potential
 benefits of the Government’s Summer Drilling Incentive Program. This program
 provides the opportunity to work year round, which is usually associated with better 
capital utilization, retaining of qualified key personnel and stronger customer relations.
As in the case of the individual MOIL, these activities on the association level should be
Started immediately and completed before the 2005/2006 drilling season starts.
In the service industry, successful service or product marketing relies on skilled labour 
Resources. Therefore, associations should ensure that current and planned qualification
Initiatives in Northeast BC support the development of the service offering of the sector.
Concurrent with association initiatives, Governments can support with market
Information.
Information. Further, associations should engage governments to ensure that human
Resources qualification and attraction initiatives in Northeast BC support the
Development of the service offering of the sector.

Pricing for Services

Setting the “right price” for a service requires an understanding of price sensitivities of 
Target segments, market pricing information as well as reliable costing information.

 Local Service Provider Activities

22
 As part of the service review, MOIL must gather the facts on pricing. They know their 
own prices and should try to obtain pricing information on competitors. One source of 
Information is a customer that has awarded a contract to a competitor. MOIL should ask 
Customers directly for their feedback on price.
In a next step, MOIL need to understand in details the costs of providing a service.
Knowledge of their own cost base gives an indication of the lower price limits both in the
Short-term and the long-term. In the upstream Ferro and silica, market prices play an
Important role. Customers in the industry tend to accept prices as long as they are not
Excessive. Comparative advantages may allow MOIL, in some cases, to charge higher 
than- market prices. If the cost base does not allow for lowering prices, the MOIL must
Explore ways to control service costs without jeopardizing service quality.
LSP should use the full range of pricing instruments, such as volume discounts, early
 booking Discounts, summer discounts,
discounts, discounts for using a service year round.
round. On a
More strategic level, they should work with customers to identify areas where both sides
Can save costs through improvements in forecasting and operational processes. This
Would help ensure mutually acceptable price levels in the long run.

Working with Associations and Governments

The challenge for governments and associations is to provide an environment that

Allows MOIL to obtain a competitive cost base, and to adjust their prices to market
Conditions. They should work together, concentrating on tax and other regulations that
Adversely affect MOIL competitiveness and should also consider ways to provide lower 
Cost to FERRO AND SILICA For example, associations should validate concerns voiced
 by some FRRO & SILICA companies that unnecessary
unnecessary administrative hurdles
hurdles to doing
 business in BC persist despite the implementation of a number of best practices. Undue
hurdles could have a negative cost effect that may neutralize the positive effects of 
summer drilling incentives.

Promotional Activities
MOIL has a wide range of marketing communication instruments available to promote
Their business and their relationships with customers. This section recommends
Marketing communication activities and integrates them into a three-year plan with
typical budgets for small and large MOIL .11 The plans need to be adjusted to the
specific conditions and objectives of each MOIL . Potential promotional activities of 
associations and governments should be linked to MOIL activities to reflect the sectoral
nature of the marketing plan.

 Local Service Provider Activities

MOIL should use those marketing communication instruments
instruments that enhance visibility and
support the development of long-term business relationships with their customers.
Important instruments are events (exhibitions, conferences, trade missions), company
Directories and websites.

23
Marketing communication activities such as advertising and public relations are less
Important under current market conditions in Northeast BC. Advertising is generally not
Very cost-effective because MOIL want to attract business for a relatively small market.
The effect of advertising in local and regional publications, such as this marketing plan
includes a list of media where advertising may be appropriate under 
Certain circumstances.

Communication
Communication Basics

MOIL should meet basic marketing communication requirements. In particular, they

Should have a proper corporate design and apply it consistently to all marketing activities
as well as to supporting materials (such as marketing literature, business cards,
MAGZINE and stationery). Numerous already have a corporate design and associated
materials. Marketing communication basics should be reviewed in light of repositioning
the business. The review should include questions such as: Do the design, the materials,
Marketing literature and the messages support the achievement of the marketing
Objectives? Are they still suitable after having re-positioned the service offering and
Pricing? Are they consistent with marketing communication by relevant associations and
Government initiatives?
initiatives? The Manganese ore India
India ltd. should strive
strive for high quality
marketing materials that demonstrate MOIL commitment to their customers.

 Marketing Events
Marketing events have potentially the highest relevance in marketing communication
communication for 
MOIL. They enable face-to-face communication with customers outside
Routine situations and their offices. Trade shows and conferences, as well as CRICKET
Tournaments and other business functions, benefit from the excitement building up
Around them. Participants get together to exchange information and network.
Participants in great events remember them for a long time. MOIL can be actively
Involved in events, for example as an exhibitor at a trade show, or more passively as a
Visitor. Marketing budgets and objectives usually dictate the mode of participation.
Exhibitors and visitors alike should take the opportunity to network with customers and
 peers, and do marketing research.
MOIL that have participated in the Global other events, such as the annual and
Conference in, have expressed satisfaction with this marketing tool. Typical costs for 
operating a small booth, creating company brochures, time, travel and accommodation
associated with a small event range between $1,000 and $10,000. This amount can be

Significantly reduced
reduced when the materials can be used again at other trade shows and for 
other purposes. For example, transportable
transportable displays can be set up at other shows and can
 be used between shows on the company’s premises, in the lobby, in a meeting room or in
Other areas. Company brochures can be economically manufactured
manufactured in large quantities
And should then be widely used. The list of industry events in trade shows and
conferences that are either highly relevant industry events with a wide range of target
24
 groups or specialized events. Both types are suitable for MOIL involvement. With regard
to general industry events and specifically targeted, MOIL should consider and FERRO
Exposition in Calgary as a first time demonstration of their repositioned business.
The service sector could have a joint booth to communicate the sector’s messages.
Associations and/or the Government would be ideal partners to co-ordinate the sector’s
appearance. The 2005 event could serve as a test case for the even more prestigious.
Service sector should be completely repositioned. Apart from these industry mega
Events, the service sector should continue to organize the Conference,
Probably the only industry event with a clear focus on business. The event’s agenda
should focus on business development opportunities. The hospitality felt
By participants during the last conference in such events are capable of creating a
 positive environment for building relationships with target segments.

Trade Missions
Trade missions are a special form of event that can have substantial impact on
Positioning the sector as a whole as well as on individual MOIL. The last Government
led Trade mission to Calgary in June 2006 was considered very successful by
Participating MOIL. The Government
Government has plans to lead missions twice per year to, where
most of the relevant customer organizations are located. Similar events should be
considered on to bring together local representatives from customer.
With one important FERRO& SILICA player in that region. In the future this type of 
event should be extended to more than one to increase the event’s reach, and should take
 place.

Sales Channels and Contracts

MOIL should reconsider their approach to selling to their target segments. Acting locally
is not sufficient if the MOIL wants to have more than transactional business.
Prequalification
Prequalification in the form of MSA is often required.

25
Scope of project & Benefits

26
 Scope of the project
 To know what is the marketing strategies followed by the MOIL.

 Marketing strategies between customer and MOIL.

 To know the marketing part of the MOIL.

 To over all marketing development of  MOIL.

 The system of marketing which is followed by MOIL

Specific objective of the project

• What are the features customers expect from the company’s products (Ferro, silica
manganese) and services?

• What additional features would they recommend?

• To determine the impact of product price on the customer satisfaction level.

• To determine the impact of product quality on the customer satisfaction level.

• To determine the impact of order service quality on the customer satisfaction level.

27
 Benefits of this Project:

The major benefits of this survey are:

1) Performance tracking of the company.

2) Less customer acquisition cost.

3) Increased sales through good word-of-mouth .

HYPOTHESIS

28
 More than 80% of customers are satisfied with MOIL .

• Hypothesis)) : - M o re
H 0 (Null Hypothesis re t h an
an 8 0%
0% o f c us
us to
to me
me rs
rs a re
re
satisfied with MOIL

• H 1 (Alternate Hypothesis) : - M o r e t h a n 5 0 % o f c u s t o m e r s a r e
not satisfied with MOIL .

Hypothesis 2.

MOIL has 80% market share in Manganese supply in INDIA.

• H 0 (Null Hypothesis):- MOIL have 80% market share in INDIA.

• H 1 (Alternate Hypothesis) : - MOIL does

does not have 50% market
marke t
share in INDIA

29
30
 Research is any systematic activity carried out in the pursuit of truth. It is a
 purposive investigation. It is the application of the scientific method to add to the present
  pool of knowledge. It is an endeavor to arrive at answer to intellectual and practical
 problems by the application of scientific methods. It is a way of finding new ways of 
looking at familiar things in order to explore ways of changing it. It is organized enquiry,
designed and carried out to provide information for solving significant and pertinent. It is
an activity that exchanges, corrects or verifies knowledge. It seeks to explanation to
unexplained phenomenon.

All research is essentially socially oriented. Whatever branch of knowledge it

may be, research has a social bearing. Therefore, social research is defined as scientific
undertaking, which by means of logical and systematized techniques aims to- Discover 
new facts or verifies and test old facts.

The primary data are the data those which are collected afresh and for the first time.
One can obtain the primary data either by observation or by direct communication.
There are several methods of data collection-
1. Obse
Observ
rvat
atio
ion
n meth
method
od
2. Inte
Interv
rvie
iew
w met
metho
hod
d
31
 3. Throug
Throughh questi
questionn
onnair
airee
4. Thro
Throug
ugh
h sche
schedu
dule
le
5. Using
Using mechan
mechanica
icall devic
devices
es
6. Etc.

The secondary data can be defined as the data which is not the first hand data. They are
those which have ready been collected by some one else and which have already been
 passed through the statistical process.
The resources of the secondary data are…
1. MOIL.
2. Intern
ternet
et..
3.

The tool used in the research for the project is:-

• The research conducted in this project is survey or field research. .

• In this research questionnaire are used as data collection method.

• Primary data is collected form 100 cust omers.

• Secondary data is collected from MOIL

Questionnaire

A questionnaire is a structured sequence of questions designed to draw out facts and

opinions, which provides a vehicle for recording the data. The basic purpose of the
questionnaire was to collect information from the respondents who are scattered in a vast
area and to achieve success in collecting reliable and dependable data.

32
 • To know the expectations of cust
custom
omer
erss of Ferr
Ferro
o mang
mangan
anes
ese,
e, and
and sili
silica
ca
manganese.

• To know the extent of satisfaction and dissatisfaction of existing buyers and users
of these products and services, vis-à-vis large scale availability of competitive
 products and services.

I)

The research design formulation it’s depend of the PRIMARY DATA AND
SECONDRY DATA. The secondary data is already collected and,

The research plan consists of two stages:

Stage 1:

The first stage consists of simple exploratory research which consists of 
secondary data collection.

Secondary data is data which is already collected.

There are 2 types of secondary data:

1) Internal data

2) External data

Internal data

Sales records: . Accounting records Miscellaneous Internal Experts

Reports
Addresses of  • Pricing Dept Teams:
customers • Annual
Report • Sales
• Marketing

33
 External Data

Govt. Sources Syndicated Sources

• Wholesalers and retailers

• Census data
who record their
• Economic Survey
purchases, sales and
inventory every
month(Audit data)

Stage 2:

The second stage consists of a more important and elaborative stage called as Conclusive
Research which in turn consists of descriptive research. This step involves primary data
collection

Descriptive research

Personal
Telephone
survey
survey

34
35
MOIL is the main and important manganese production company in India.
And the people prefer quality rather than price. So the studies try to chalk 
out performance of various market strategies of  MOIL .

1. How the
the customer
customer came
came to know about
about the
the product?
product?

• COLUMN DIAGRAM

60

50
Through ver bal public
public
40
Through companies
30
marke ting executive
executive
20 Throug an existing
10 customer 

Column diagram showing customer knowing about Manganese

• Out of 100 customers 15% known in verbal publicity. And

it’s help to know the product

• Out of 100 customers 25% known in companies marketing

executive because there telephonic attachment

• O ut
ut o f 1 0 0 c u st
st o m er
er s,
s, 6 0%
0% is a l re
re ad
ad y the e xi
xi s t i n g
customer 

2. What makes
makes you
you to buy this product?
product?

50

40
usefullnes
30 Experience

20 Brand name
regurlar custom
10

Column diagram showing customers about buy this product,

36
 • Out of 100 customers 23% in favour of usefulness because
the quality of product is good.

• Out of 100 customers 15% in favour of experience because

they using the product from many years.

• O ut
ut o f 1 00
00 c u st
st om
om e rs
r s , 4 5%
5 % i n f a vo
vo ur
u r o f B r an
an d n am
am e
because the moil is the big name.

• Out of 100 customers, 27% in favour of Regular customer 

because the existing customer.

3. Does the price play a decisive role while buying this product?

70
60
50
40 Doesn't matter 
30 could be cheap
20
10
0

Column diagram showing about price play decisive role for buy this product,

• O ut
ut o f 1 00
0 0 c us
us to
to me
me rs
r s 6 5%
5 % i n f av
a v o ur
u r o f d oe
oe sn
s n ’t
’t m at
at t er
er  
because the avaibility of the manganese is low.

• O u t o f 1 0 0 c u s t o m e r s 1 5 % i n f a v o u r o f c o u l d b e c h e ap e r  
because the price is high.

37
 4. Is the quality is better than other product available in the market?

70
60
50
Better 
40
same as other 
other 
30
could
could be more bett
20
10
0

Column diagram is showing about Quality is better than other product.

• Out of 100 customers 70% in favour of Better because the

quality and size (thickness) of product is good.

• Out of 100 customers 10% in favour of same as other.

• Out of 100 customers, 20% in favour of could be better use

the good technology.
technology.

5. Is the products
products structural design
design good enough to fulfill
your requirements?

60

50

40  Yes
NO
30
Better sha
20 cant says

10

Column diagram is showing about product design requirement

38
 • O u t o f 1 0 0 c u s t o m e r s 5 5 % i n f a v o u r o f Y e s b e c a u s e th e
size and shape is depend open mines production.

• O ut
ut o f 1 00
0 0 c us
us to
to me
me rs
r s 1 3%
3 % i n f av
a v o ur
u r o f N o t he
he s iz
iz e i s
maintain by the customer.

• O ut
ut o f 1 00
0 0 c us
us to
to me
me rs
r s , 2 5%
5 % i n f av
a v o ur
u r o f B et
et te
te r s ha
ha pe
pe .
Because the size is already is good shape

• Out of 100 customers, 7% in favour of Cant say.

6. Do you think that the company should have made any extra efforts to
advertise this product?

80

60
 Yes
40 NO
Cant s
20

Column diagram is showing about Extra efforts for advertisings of product.

• O u t o f 1 0 0 c u s t o m e r s 2 2 % i n f a v o u r o f y e s b e c a u s e th e
company only display in internet and personnel magazines.

• Out of 100 customers 75% in favour of No because the Moil

has fulfill the 75% to 80% manganese demand.

• Out of 100 customers, 13% in favour of Cant say.

6. What additional
additional efforts
efforts should company put
put to promote
promote this product to a
larger customer?

39
 60
50 Advertisement
40
Publicity
Publicity through inter n
30
telivision
20
initial
initial price discount
10
0

Column diagram is showing about Additional efforts for promoting the product.

• Out of 100 customers 15% in favour of Advertising

Advertising because
there is no any advertisement activity.

• O u t o f 1 0 0 c u s t o m e r s 3 2 % i n f a v o u r o f P u b l i c i t y t h ro u g h
internet, television.

• Out of 100 customers, 53% in favour of Cant say.

8. On a scale of 1 to 10 how much score you give to following factors while

purchasing this product?

10

8 Price
Quality
6
prompt deliv
4
Discount
2 Brand name
0

Column diagram is showing about Extra efforts for advertisings of product.

40
 • Out of 10/8 in Price because there is no any option.

• Out of 10/8 in because the quality is good.

• Out of 10/7 in Prompt Delivery.

• Out of 10/6 in Discount it should in increase the sales.

• Out of 10/9 in Brand name

9. Are you satisfied with this product?

70

60 Satisfied
50
somewhat Satisfie
40

30 Dissatisfied

20
Neither satisfied
satisfied n
10 Dissatisfied

Column diagram is showing about satisfied with this product.

• Out of 100 customers 65% in favour of Satisfied because

the MOIL it maintain the quality.

• O ut
ut o f 1 00
00 c us
us to
to me
me rs
r s 1 3%
3% i n f av
a v o ur
u r o f S o me
m e wh
wh aw
a w ha
ha t
satisfied.

• Out of 100 customers, 12% in favour of dissatisfied because

there is no bargaining option.

41
• Out of 100 customers, 10% in favour of neither satisfied no
Dissatisfied.

42
• The company must build up various shapes and sizes Manganese. Hence, the
company should improve upon its product mix in order to cater to the entire
Manganese market.

• The company must incorporate flexible credit policy towards the customers.

• It is recommended that the company must improve upon its quality of edge
finishing of Manganese so that the customer does not have to do the additional
work of smoothening the edges and hence, in turn the handling of end users
 becomes easier.

• The company must communicate its marketing policy clearly to the customers
so that the customers have full

• Knowledge about how the company works towards their betterment.

• The company must minimize its loading point delay so that the customers do not
have to bear losses since their trucks are waiting in the company for a long time
and hence cannot be used elsewhere.

• The company must try to provide accurate order-quantity

order-quantity delivery so that the
customer develops faith

43
• Towards the company and does not have to check the quantity delivered each time
the order is placed.

• From all these it found that the company must do something for marketing the
company’s products and services.

• Promotional affectivity
affectivity helps the company to take attention of the people for their 
 products to a great extent.

• So, promotional programs

programs are stand more important as far as business is concern.

 To improve the allotment procedure of manganese.

 Maintain the quality of manganese.

 Maintain the customer relationship.

 Provide the Detailed knowledge of marketing procedure.

44
45
 CONCLUSION

• A mo
mo ng
n g a ll
l l M an
a n ga
g a ne
n e se
s e p ro
r o du
d u ct
c t io
i o n c om
o m pa
p a ny
n y t he
h e M OI
O I L i s h ig
ig h
percentage of customers.

• 75 to 80% customer of prefer the MOIL for manganese.

• The marketing strategies of MOIL better than other manganese

production company.

• The market share of MOIL is also high in India

46
47
All research studies have limitations and a finite scope.

1.

Only 45 days have been allotted to the researcher, so due to this limitation the quality of 
the research will get degraded, since any research process takes a lot of time to be
completed.

2 :

48
Since no TA/DA is being paid by the company, therefore this will cause a limitation on
the part of the researcher since the data collection from the customer will involve visiting
the customer’s places, hence accuracy of research will get affected as traveling may
involve a high amount of costs, all of which may not be borne by the researcher.

49
 BIBLIOGRAPHY

Marketing Management-By Philips Kotler

Marketing Management-By S.Ramaswami

MANGANESE ORE (INDIA) LIMITED

(A Government Enterprise)
“MOIL BHAWAN”, 1-A, KATOL ROAD, NAGPUR 4400 013
Web site: www.moil.nic.in

50
51
Customer satisfaction with:

I)PRICE

II) QUALITY:

52
III) BUYING EXPERIENCE

IV) ORDER SERVICING

53
V) OVERALL SATISFACTION:

54
Dear Sir/Madam,
Thank You for being a customer. Please take a few moments to
complete our promotional effectiveness survey. Your responses will help us to address
any issues that you may have, as well as to better target our products and services to meet
your needs. Your responses will be kept confidential.
The entire survey will take approximately 15 minutes to complete.
1. Customer information:

Name of the firm

Name of the person _____________________________________ 

Contacted

Address

Ph. No.

Date

Signature

55
 2. How the customer came to know about the product?

Through verbal publicity through companies marketing executive

Through an existing customer 
3. What makes you to buy this product?

Usefulness Experience

Brand name Regular customer 

4. Does the price play a decisive role while buying this product?

A doesn‘t matter.
B. could be cheaper.

5. Is the quality is better than other product available in the market?

Better same as other 

Could be more better 

6. Is the products structural design good enough to fulfill your requirements?

A. Yes B. No C. Better shape D. Cant says

7. Do you think that the company should have made any extra efforts to advertise
this product?

Yes No cant say

8. What additional efforts should company put to promote this product to a larger
customer?

Advertisement Publicity through internet, television

Initial price discount

9. On a scale of 1 to 10 how much score you give to following factors while

purchasing this product?
56
a. Price Quality prompt delivery Discount Brand name

10. Are you satisfied with this product?

Fully satisfied somewhat satisfied

Dissatisfied neither satisfied nor dissatisfied

57