SELF DECLARATION

I, Urvashi Thakral do hereby declare that the

training reports on the study conducted on the

“Marketing Strategies” submitted by me in the

partial fulfillment of the degree of B.Com III

( Advertising Sales Promotion and Sales

management) from Kurukshetra University,

Kuruksehtra is the original work presented by me.

The data and facts provided in the report are

authentic to the best of my knowledge.

I have not submitted this training report to any

other university for the reward of any degree or

diploma.
Urvashi Thakral
 ACKNOWLEDGEMENT

While presenting my project report on

“Marketing Strategies” I wish to prefer my deep

regards to the management authorities of “D.A.V.

College for Girls” and to the management of

“YGCL” especially to Mr. Sham S. Sardana (CMD)

for providing me with this opportunity to complete

my project report under learning, friendly and

healthy atmosphere of “YGCL”.

I am highly indebted to the entire staff of

marketing and export department of YGCL for their

untiring cooperation.

However, I sincerely thank to Mr. Vashishth,

Mr. P. Chawla Manager (marketing) Mr. Rakesh

Nagpal, Executive (Export) and Mr. Bharat Attwal

(Marketing Executive) for providing me their

valuable guidance and previous time inspite of

their working schedule.

 I extent my deep sense of gratitude to the

Principal Dr. Ms. Sushma Arya and Ms. Gurleen

Kaur Lecturer in Commerce for giving me their

required help and valuable guidance from time to

time.

Urvashi Thakral
 PREFACE

The world market place and the entire global

market environment are at one of the most

profound points of changes. The

internationalization of the world market has been

rapid during the last two decades. Besides trade,

there is now greater flow of capital, labour,

information, process itself across borders.

Taking into account the increasing competition

in corporate world, the importance of international

marketing and export cannot be ignored. Every

firm has to take into consideration sincerity and

concentrainity the different components of the

international business which plays a major role in

the establishment and success of the business

enterprise. In today’s competitive environment

every firm has to pay proper time, proper wealth,

proper manpower and proper sources for making

its strategy regarding international business a

success, so that the targets can be achieved with

in a given time framework. Thus we can summarize

that the international business should be

considered seriously in the Business.

 YAMUNA GASES & CHEMICALS LTD.

(ISO-9001 COMPANY)

ABOUT THE COMPANY

Yamuna Gases & Chemical Ltd. (YGCL) an ISO

9001 certified and stock exchange listed company

was incorporated in 1973, as an oxygen bottling

plant. It soon diversified into the manufacturing of

power distribution accessories with resin cast cable

jointing systems upto 36 kV of power distribution.

YGCL success in this venture provided the platform

to add to it’s range of power distribution

accessories like Silicone/ EPDM based pre-moulded

joints and Terminations, Heat Shrinkable jointing

systems upto 66 kV, under the brand name

“Densons”.

Today YGCL employees over 450 skilled

personal with offices across India. it has tied up

with sales partners worldwide. YGCL’s dedicated

teams of experts whose competence and

experience in the development, manufacture and

marketing of Cable Jointing Systems has given

YGCL the capacity to use its state of the art

manufacturing facility to manufacture products

that go through regorous internal quality control

procedures that in turn meet the various

International/ National quality standards. It’s a little

wonder that YGCL’s R&D lab has the highest

approval rating by the Indian Government’s

Ministry of Science & Technology.

The driving force behind the company is the

active pursuit of innovative manufacturing

technologies to produce different products for

various power distribution applications and given

its product mix of one stop shop for all types of

Cable Jointing Systems makes YGCL the preferred

choice of customers. YGCL’s expertise ensures

premium solutions for the present and beyond

2000. YGCL is a complete solution company for all

Jointing Systems.
 ORGANISATION CHART

BOARD OF DIRECTOR

MANAGING DIRECTOR

EXECUTIVE MD SETY.
DIRECTOR

V.P. INT.
OPERATIONS
CHIEF
MGR.
D.G.M. MGR. MGR. FINANCE
CHIEF MGR TECH. COM. MATLS.
MKT.

ZONAL MGR. DY MGR CHIEF MGR

MGR. EXPORT R&d TECH. DY. MGR.
PROD. PUR. STORE
OFFICER OFFICER

EXECUTIVE Q/A ENGG/ DY. MGR. ASSTT.

EXPORT CHEMISTS TECH. MGR. ASSTT.
CUSTOM PROD. MGR.
CLEARANCE COM.

Q.A. DESIGN. MAINTENAN

ENGR. ENGR. CE ENGR. A/C
OFFICER
PROD.
ENGINEER CASHIER ACCOUNTA
NTS
SENIOR
MARKETING DIVISION

DIRECTOR

D.G.M.

ZONAL MANAGER

DY. MANAGER (SALES)

ASSTT. MANAGER
(SALES)

SALES EXE. SALES

ENGG.
 INTRODUCTION

The basic task of marketing is the delivery of a

total offer to the consumer in such a manner that :

a) The offer fulfills the needs of the customer.

b) The terms and attributes of the offer are

acceptable and beneficial to the customer.

c) All the organizational goals including profits

are achieved in the process.

Where as Marketing of YGCL is concerned it is

divided in two parts. First is Domestic and second

is International. The main object of Domestic

Marketing is to make the product according to the

needs of customer. And the objective of

International Marketing is to present its product in

International market with competitive features. So

the Domestic and International Marketing both are

considered seriously by the YGCL and they are

trying to extend their business in International

market.

DATA COLLECTION SOURCES :

For the completion of project on International

Marketing & Export in YGCL Ltd. Both type of

sources i.e. primary and secondary were used. In

primary sources, personal contact was undertaken

with the different authorities of YGCL for the

collection of data. With the help of personal

contact with different authorities, several types of

information was collected, secondly, in secondary

sources the information was collected from printed

materials which are published in company

proposals. The most of the project study depends

on the secondary sources because project is

descriptive in nature.
 ORGANISATION

INTERNATIONAL
DOMESTIC MARKET MARKET

NORTH SOUTH
ZONE ZONE EXPORT IMPORT

EAST WEST
ZONE ZONE
1. DOMESTIC MARKETING OF YGCL :

When a company sells its product in the

boundaries of a country then it is called the

Domestic Market of that company. YGCL is

selling its product in Domestic Market by three

modes. i.e. direct selling, through distributors

and tender based manufacturing. The

company has also divided its market into four

Zones that is North, East, South and company

is gearing upto gain a foothold in West also.

(a) Sales Performance of YGCL :-

The sales performance of YGCL is not

satisfactory in the Domestic Market because

basically company is concentrating on

International Market to increase its Export and

to earn fair profits and get good prices for their

products. So the Domestic sales of YGCL are

decreasing from last three years which can be

justified by the given data of Domestic Market.

 Financial Year Amount of Domestic

Sales

(Figures in Lacs) Rs.

1999-2000 1059.18
2000-2001 987.85
2001-2002 905.05

b) List of Distributors :

The list of the distributors of YGCL is given

below which are still potential in the Domestic

Market in North. And the Deptt. Head is M.

Vashisth and his office is situated in Jagadhri.

DEALERS LIST (NORTH ZONE)

S. No. Address of Dealer Contact Persons

1. M/s Sun Shine Agencies 47, Mr. Arjun Dhamija

Shivaji Market, Jagadhri Road, Mr. Anil Dhamija

Yamuna Nagar
2. M/s. Hi-Tech Marketing Mr. Parveen

Agency V/ 237, Chhoti Line, Sharma

Model Town, Yamuna Nagar.

3. M/s Mahendru Electrical 124,

Rai market, AMBALA CANTT.

(HRY).
4. M/s Goodwill Electricals & Mr. B.B. Aggarwal

Electronics Company

1462,Krishna Nagar, Opp. Arti

Chnema, LUDHIANA- 141001

(PB).
5. M/s New Raj Electric Co., 16, Mr. Shashi

Mall Road, Bhatinda (PB). Bhatnagar

6. M/s Shanti Jain Iron Stores, Mr. Gian Jain

Gur Mandi, Patiala (PB), Mr. Gautam Jain

7. M/s Vinod Enterprises 491, Mr. Naveen Jain

Sec-3, Nai Sarak, Meerut

(U.P.)
8. M/s Arun Sales Corpn., Mr. Virendra Garg

Khanari, Rampur Bushar

2. INTERNATIONAL MARKETING AND

EXPORT OF YGCL:

The concept of International Marketing is an

important development in the field of

Marketing. Because it provides a West Market

area to the firm to sells its product not only in

a country but also in more than one country.

So this is an important aspect, which should be

taken seriously to gear up the business, to

increase the sales in multination and to earn

more profits for the business.

Because International Marketing refers to

the Marketing of products and service in more

than one nation. It may consist of exporting

goods from one country to another it may

refers to a firm that both produce and markets

in more than one country.

YGCL is also potential and selling/

exporting its products in many countries. The

Export is a major part of International

Marketing and the YGCL is exporting its

product to eighteen countries approx. The

data of Export is given below and the countries

are also given.

 YAMUNA GASES & CHEMICALS LTD.

CHART SHOWING TOTAL TURNOVER SINCE

2001 TO 2004

4000 3598
3500 3031
3000
VALUE IN LACS

2500
1823
2000 1473
1500
1000
500
0
2001 2002 2003 2004
YEAR
PERFORMANCE SHOWING ITEM WISE AND COUNTRY WISE EXPORT

S. Product Value of Export (Value in Countries to

No. Rs. Lacs) which

2000- 2K1-2K2 2K2-2K3
Exported
2K1
1. Cable jointing 215.17 214.56 162.13 U.A.E.

Kits &

Accessories
2. -- DO -- 0.66 1.02 1.10 Bangladesh
3. -- DO -- 3.07 --- --- Srilanka
4. -- DO -- 1.09 --- 0.72 Oman
5. -- DO -- 1.28 --- 8.43 Israel
6. -- DO -- --- 17.51 8.27 Singapore
7. -- DO -- 2.38 --- --- Phillipines
8. -- DO -- 3.04 --- --- Vietnam
9. -- DO -- -- --- 73.86 Yemen
10. -- DO -- 5.43 --- --- Malasia
11. -- DO -- 0.67 5.03 --- Kuwait
12. -- DO -- 8.40 4.55 4.84 West Indies
13. -- DO -- 11.02 --- 1.70 Saudiarabia
14. -- DO -- 0.40 --- 7.61 Indonesia
15. -- DO -- --- 120.75 293.93 Iraq
16. -- DO -- --- 3.43 2.85 Malta
17. -- DO -- --- 8.43 173.17 Qatar
18. -- DO -- --- 0.63 --- Mauritius
19. -- DO -- --- --- 5.38 EGYPT
20. -- DO -- --- --- 2.70 Kenya
NEED OF EXPORT :

The export is very highly needed for the

development of company because it is the best

way it enter the International Market and to earn

foreign currency. Govt. is also giving a lot of

facilities to the exporter like duty free import for

raw material, Export with removal of Excise duty in

specific conditions, etc. because with the help of

Export a country may earn more and more foreign

currency to maintain the balance of payment. The

YGCL is very progressively involved in the export to

take the benefits of Export which are directly

helpful to the improvement of company. So the

basic needs for the Export are given below :

1. Needs for the Export.

2. Type of Exporters.

3. Type of price offered.

4. Terms of Payment.
5. Documents required for the Export.

1) Needs for the Export:

Basically the three items for the Export is

needed firstly. Because it is not possible to make

transaction in International Market without the

fulfillment of the initials. So the following items are

necessary to be kept first.

1) Company’s Attractive Name:

The name of the company should not be the

name of a person and it should be symbolic on to

the product. The name should be related with the

product in which the Exporter will go to deal. The

name should also be attractive one which may

boost up the goodwill of company.

2) Bank Account of the company:

 The company should have a bank account on

the name of Company and the minimum amount

should not be less then Rs. 3000/- in any case.

Because it is necessary to get the Import-Export

code which is a basic requirement for the Export.

3) Import-Export Code (IEC):

It is also very necessary to get first because it

is just like permission from government to Export

and Import. The Director General of Foreign Trade

(DGFT) can take it. The legal fees for the import-

export code is Rs. 1000/- which should be payable

to the Registrar of DGFT. The company’s name

and the current account is the basic requirements

to get the IEC.

II TYPE OF EXPORTERS:

There are two types of Exporters:

i) Manufacturer Exporter:
 Manufacturer Exporters are those exporters

who manufacture and sell their product in

international market at their own.

ii) Merchant Exporter:

Merchant Exporter are those Exporter who buy

the product from domestic market or another

country and sell it in International Market.

III) TYPE OF PRICE OFFERED:

An Exporter may offer the price in three type

which is given below:

a) Free on Board:

In this term an Exporter gives its quotation

prices according to the consideration of expenses

up to the ship, airway or up to the agent of that

vary importer.

b) Cost, Insurance and Freight:

 This term is related with the quotation prices

according to the consideration of expenses

included cost with insurance of the material and

the Freight charges, which an exporter is offering

to the importer.

c) Cost and Freight:

In this term of price an Exporter gives its

quotation prices with consideration of expenses

including freight and excluding insurance with the

cost of that vary material.

IV TERMS OF PAYMENT:

The terms of payment may be taken in five

given types:

1) Advance Payment:

In this type of payment the Exporter pay the

full amount of material in advance, which he want

to buy. This type of payment is less risky for the

Exporter because the Exporter receive full amount

in advance and then sends his material to

importer. The Exporter receives the payment is

less risky for the Exporter because the Exporter

receive full amount in advance and then sends his

material to Importer. The exporter receives the

payment in advance through the bank and then

takes initiatives to produce or send his product.

This type of payment is made generally in the

business of engineering products.

2. Letter of Credit:

In this type of payment the Importer open a letter

of credit on the name of Exporter and write the

terms and conditions, which should be following by

the Exporter. The party with the help of bank can

open this letter of credit because bank pays the

amount to Exporter. Banks of both parties interfere

in this type of transaction due to the risk factor.

When Exporter receives the copy of letter of Credit

and fulfills all the terms and conditions then after

the may get the payment against the letter from

bank. It depends up on the bank that how much

amount it still pay to the Exporter, the goodwill of

Exporter and his dealings may be considered by

bank. It is also a less risky transaction for the

Exporter, which can be considered while doing the

business in initial stages. Generally when the bank

receive L.C. then it gives the 60% payment of full

amount to newly established business and 70% to

85% to its old customers or well settled business

against the L.C. and balance will be paid by the

bank after the submission of documents in the

bank at the time of completion of that dealing.

3. Document on Acceptance Basis:

This is also a type of payment, which can be

considered while doing the Export. In this case the

both parties to make the Receipt/Payment use

banks. When the Exporter sends its product to

exporter then he prepares some documents, which

are necessary to be made, and submit it in the

bank. Then the bank takes acceptance from the

Importer to pay the amount to exporter from his

account on the time of completion of transaction.

So the bank is very important factor, which helps

the both parties to complete the dealing in fair

time period. In this case, after the submission of

documents the bank pays the full amount to

Exporter. It is also a less risky transaction for the

both parties.

4. Document on Collection Basis:

In this case the bank do not interfere between the

Exporter and Importer. Bank only collect the

documents from the Exporter and pay him if the

Importer sends the amount in his account through

telex transfer or demand draft. So in this type of

transaction there is a lot of risk for the Exporter.

This type of transaction is less used in business

due to the risk of Exporter. But this is not risky for

the importer.

5. Direct Dealing:

In this type of dealing mainly the Export is

done with the Govt. of host country. When the

govt. of host country purchases any product from

private or public company then it pay directly to

the company through bank. But the bank is not

used in this transaction for the acceptance,

collection of documents or for any other work. The

govt. of host country communicates with the

Exporter directly and set up its terms and

conditions with their negotiation and pays to the

Exporter according to the terms and conditions. So

the bank is used in these transactions only for the

transfer of amount from host govt. to Exporter.

Generally direct dealing is done between the host

govt. and private/ public sector.

Documents Required for the Export.

 Introduction Letter

 Detailed Offer

 Invoice List

 Performa Invoice

 Purchase Order

 Packing List

 A.R.4 form for Excise Removal Goods

 Certificate of Origin

 Exchange control copy

 Shipping Bill

 Letter of Credit
 Factor affecting international

Market & Export

1) Positioning of global market affect the

international market and Export that whether

the market position is under depression or

recession.

2) Quality of the product also affects the export

of an organisation or a country.

3) Timely delivery of the product in international

market is the major factor, which affect the

export of a particular country.

4) The policy of the company itself and Govt.

regarding export.

5) The pricing policy of the company for the

international market.

6) Communication media with the existing party

is also important aspect, which should be

undertaken seriously.
7) Duration of a specific order also affects on the

transaction of Export of a company.

 SWOT Analysis of India – As an Exporting

Nation

1) Strengths:

a) Competitive Wage Level – The wage rate in

the country is considerable among the major

producers.

b) Traditional skills and links with the markets in

affluent countries.

c) Strong domestic demand which can absorb

shocks of fluctuations in export markets.

2) Weaknesses:

a) Low volume production units.

b) Lack of quality consistency.

c) Lack of standardization

d) Absence of supporting industry.

3) Opportunities:
a) Demand for various products continues to rise

in advanced countries and trade is expected to

become free in products in some advanced

countries like Australia, Japan and Taiwan.

b) Qualitatively, today India has been accepted at

market niches at a higher level than China

caters to the lower end to the market.

Therefore there is an opportunity to capture a

large chunk of the middle market segment.

4. Threats:

a) Major threats to India are China, Thailand and

Indonesia who are aggressively pushing

exports increasing their market share.

b) Smaller nation like Vietnam are also

emerging.
 DENSONS

SWOT ANALYSIS

a) Strengths:

 Superior quality

 Innovation

 Vast experience in domestic and export

market

 Excellent R & D centre

 Highly modern production facilities

b) Weaknesses:

 Poor claim policy.

 Faults in distribution channels

 Poor credit policy

c) Opportunities:

 Large global market.

  To lead India as a market leader in the

21st century.

 Quicker response to customers need.

 Potential to become a sourcing centre.

d) Threats:

 Heavy competition in premium segment.

 Competitors with strong brand equity.

Like syntax, Asian paints.

 Higher cost of operations.

 FINDINGS

1) The export procedure of the company is quite

simple as related to other product.

2) No more emphasis on the new advertisement.

3) All the industries are aware about the product

of Densons groups.

4) Due to having new technology the customer

will prefer the Densons product.

5) The export area of ‘YGCL’ is very wide.

6) The income from the export of products is

quite satisfactory.
 SUGGESTIONS

 The company should consider the procedure of

the Quality control seriously. And the quality of

the products should be also be maintained.

 The product and material should be delivered

on time in International Market.

 Product should be developed according to the

change in technology.

 Pricing policy should be aimed at maximizing

profits for the product.

 Marketer must control their activities and

Marketing Plans.

 Promotional activities should be increased

taking into account the increased competition

in the market.

 Product features should also be mentioned in

the Performa Invoice.

 CONCLUSION

YGCL of DENSONS Group is situated at Sardana

Nagar, Ambala Road, Jagadhri and manufacturing

Cable Jointing Kits, Fiber glass reinforced plastic

product and Epoxy/ Pu based Compounds. The

company is selling all these products in domestic

as well as International Market.

The company is selling its products in

domestic Market through Direct selling,

Distributors and Tendor based manufacturing.

Where as the International Market of YGCL is

concerned no doubt that the company is

performing well. Because the company is dealing

with 18 countries Approx. The company has made

their reputation and goodwill in very short period.

Mr. Ravi Sardana is the vice president of the

company and he is handing all the international

operations.
 The company has its Head Office in Delhi and

the Export Executive Mr. Sunil Khanna is directing

and controlling all the activities of Export. The

YGCL has being performed very well in

International Market in last three years.

 BIBLIOGRAPHY

1) Books

Marketing Management : Philip Kotler

2) Magazines, Newspapers

3) YGCL : Annual Report

4) YGCL : Catalogue

5) Websites :

www.ygcl.com