AN INDUSTRIAL TRAINING REPORT ON

M/s BHARAT HEAVY ELETRICALS LIMITED

HEAVY PLATES & VESSELS PLANT

VISAKHAPATNAM-530012

Submitted in partial fullfillment of the requirements for the Award of

Diploma in NSRIT college OF ENGINEERING

Under the esteemed guidance of

Submitted By

NAME: S.SWETHA

DEPARTMENT OF MANAGEMENT STUDIES

MVGR COLLEGE OF ENGINEERING (A)

M/s BHARAT HEAVY ELETRICALS LIMITED

HEAVY PLATES & VESSELS PLANT

VISAKHAPATNAM-530012
 ACKNOWLEDGEMENT

I would like to extend my sincere thanks to my guide Ms. N. D JAYALAKSHMI

, Assistant Professor, Department of Management Studies, MVGR College of Engineering for

his timely advice and guidance throughout the project.

I wish to express my heartful thanks to Mr. ANJAPALLY MADHUSUDAN Sir.,

for giving me the opportunity to under the project work.

I am indeed very grateful to Dr. K. S. S. RAMA RAJU, Professor and Head of the

Department, Department of Management Studies, MVGR College of Engineering, for his

ever willingness to share his valuable knowledge and constantly inspiring us through

suggestions.

I would like to extent my thanks to Dr. K. V.L RAJU, Principle and Professor of

M.V.G.R.College of Engineering for his support in the successful in completion of the

project.

I am extremely grateful to my parents, faculty and friends for their full cooperation

and valuable support to complete this work. I thank everyone who has helped me directly and

indirectly in completion of this project work.

(S.SWETHA)
 DECLARATION

I, S.SWETHA do hereby solemnly declare that this project report entitled A Study
On “ AN EMPIRICAL STUDY ON BUSINESS FACTORS INFLUENCING SALES
PERFORMANCE’’ with reference to (BHARAT HEAVY ELECTRICALS LTD) ,
VISAKHAPATNAM, Submitted by me is a bonafide work done by me one and is not
submitted to any other university or published any time before.

This project work is in partial fullfillment of the requirement for the award of Degree
of MASTER OF BUSINESS ADMINISTRATION.

PLACE: Vizianagaram (S.SWETHA)

DATE:
 INDEX

CHAPTER-1
 INTRODUCTION OF BHEL

CHAPTER-2
 INTRODUCTION OF MARKETING
 MARKETING MIX
 ABOUT 3 C’S
 PRODUCT MIX
 DIVERSIFIED PRODUCTS
 TYPES PRODUCTION SYSTEM
 BUSINESS FACTORS INFLUENCING SALES PERFORMANCE
 PRODUCTS OF BHEL
 CUSTOMERS OF BHEL
 COMPETITORS OF BHEL
 DEFINITION OF ENTREPRENEURSHIP
 UMBRELLA MARKETING
 CONCLUSION
CHAPTER-1
 INTRODUCTION
Bharat Heavy Electricals Limited (BHEL), owned by the Government of India, is a
power plant equipment manufacturer and operates as engineering and
manufacturing company based in New Delhi, India. Established in 1964, BHEL is
India's largest engineering and manufacturing company of its kind.
The company has been earning profits continuously since 1971-72 and paying
dividends uninterruptedly since 1976-77.
BHEL was established in 1964. Heavy Electricals (India) Limited was merged with
BHEL in 1974. In 1982, it entered into power equipment, to reduce its dependence
on the power sector. It developed the capability to produce a variety of electrical,
electronic and mechanical equipments for all sectors, including transmission,
transportation, oil and gas and other allied industries. In 1991, it was converted into a
public limited company. By the end of 1996, the company had handed over 100
Electric Locomotives to Indian Railway and installed 250 Hydro-sets across India.
• BHEL is engaged in the design, engineering, manufacturing, construction, testing,
commissioning and servicing of a wide range of products, systems and services for
the core sectors of the economy, viz. power, transmission, industry, transportation,
renewable energy, oil & gas and defense.
• It has a network of 17 manufacturing units, 2 repair units, 4 regional offices, 8
service centre’s, 8 overseas offices, 15 regional centre’s, 7 joint ventures, and
infrastructure allowing it to execute more than 150 projects at sites across India and
abroad.
• The company has established the capability to deliver 20,000 MW p.a. of power
equipment to address the growing demand for power generation equipment.
• BHEL has retained its market leadership position during 2013-14 with 72% market
share in the Power Sector.
• An improved focus on project execution enabled BHEL record its highest ever
commissioning/synchronization of 13,452 MW of power plants in domestic and
international markets in 2013-14, marking a 30% increase over 2012-13.
• The company has added more than 1, 24,000 MW to the country's installed power
generating capacity so far.
It also has been exporting its power and industry segment products and services for
over 40 years. BHEL's global references are spread across over 76 countries across
all the six continents of the world.
The cumulative overseas installed capacity of BHEL manufactured power plants
exceeds 9,000 MW across 21 countries including Malaysia, Oman, Iraq, UAE,
Bhutan, Egypt and New Zealand. Their physical exports range from turnkey projects
to after sales services.

BHEL is engaged in the design, engineering, manufacturing, construction, testing,

commissioning and servicing of a wide range of products, systems and services for
the core sectors of the economy, viz. power, transmission, industry, transportation,
renewable energy, oil & gas and defence.

It has a network of 17 manufacturing units, 2 repair units, 4 regional offices, 8 service

centres, 8 overseas offices, 15 regional centres, 7 joint ventures, and infrastructure
allowing it to execute more than 150 projects at sites across India and abroad. The
company has established the capability to deliver 20,000 MW p.a. of power
equipment to address the growing demand for power generation equipment.

Vision:

“A global Engineering enterprise providing solutions for a better tomorrow”

Mission:
“Providing Sustainable business solutions in the fields of Energy, Industry &
Infrastructure”
Values:
• Governance: We are stewards of our shareholders’ investments and we take that
responsibility
very seriously. We are accountable and responsible for delivering superior results
that make a
difference in the lives of the people we touch
• Respect: We value the unique contributions of each individual. We believe in
respect for human
dignity and we respect the need to preserve the environment around us
• Excellence: We are committed to deliver and demonstrate excellence in whatever
we do
• Loyalty: We are loyal to our customers, to our company and to each other
• Integrity: We work with the highest ethical standards and demonstrate a behavior
that is honest,
decent and fair. We are dedicated to the highest levels of personal and institutional
integrity
• Commitment: We set high performance standards for ourselves as individuals and
our teams.
We honor our commitments in a timely manner
• Innovation: We constantly support development of newer technologies, products,
improved
processors, better services and management practices
• Team Work: We work together as a team to provide best solutions & services to
our customers.
Through quality relationships with all stakeholders we deliver value to our customers

BHPV Merged with BHEL; Becomes Seventeenth Unit of BHEL:

With the Board for Industrial and Financial Reconstruction's (BIFR) sanction of the
Modified Draft Rehabilitation Scheme envisaging merger of Bharat Heavy Plate and
Vessels Limited (BHPV) with the Maharatna Company Bharat Heavy Electricals
Limited (BHEL), BHPV has become the 17th manufacturing unit of BHEL.
The unit will hereafter be named as Heavy Plates and Vessels Plant (HPVP),
Vishakhapatnam. The Appointed date for the merger is 1st October 2011. Till now,
BHPV was a wholly owned subsidiary of BHEL. After the Union cabinet's approval in
February 2013, the merger scheme was filed with BHEL HPVP with ISO 9001
accreditation is the leading EPC Company in South East
Asian region serving following sectors:
o Refineries
o Petrochemicals
o Oil & Gas
o Steel & Metallurgy
o Power
o Nuclear
o Defense
o Paper & Pulp
o Pharmaceuticals
o Cryogenics
o Process Plant & Equipment
o Boiler Plant & Equipment
o Systems
BHEL HPVP supplied quality process plant equipments, turnkey Cryogenic,
Combustion, Oil & Gas Systems and services tailor made to the specific
requirements of the Customers and to their satisfaction. BHEL HPVP has come a
long way since its inception in 1971 to a current turnover of about US $ 26 million
with an eye on US $ 250 million in the near future. This is one company which
houses excellent engineering skills, Asia's biggest fabrication facility,
uncompromising quality control, dedicated erection & commissioning team under
one roof, a combination resulting in India's self reliance.

BHEL having the following departments which plays a crucial role to complete a job
 Modernization & Captive Investment
 Engineering department
 Projects Management
 Material Management department
 Marketing department
 Planning and Technology department
 Industrial Engineering department
 Production department
 Quality Control department
 Welding Technology department
 Electronic & Instrumentation department
 Works Engineering department
 Erection & Commissioning department
 Research and Development department
 Outsourcing department
 Sub contracting machining department
 Finance department
 Corporate Planning department
 Transportation department
 Commercial department
  Human Resources department

THERMAL POWER PLANT :

THERMAL POWER PLANTS

 Capability for manufacture and supply of Steam Generators, Steam Turbines,
Turbo Generators along with regenerative feed cycle up to 1000 MW
capacities for fossil-fuel and combined-cycle applications.
 Air and water cooled Condensers, Condensate Extraction Pumps, Boiler
Feed Pumps, Duplex Heaters, Valves and Heat Exchangers meeting above
requirement of TG Sets up to 1000 MW.
 Energy Efficient Renovation and Modernisation (EE R&M) and Life Extension
(LE) of old thermal power plants and Residual Life Assessment (RLA)
studies.

NUCLEAR POWER PLANT:

UCLEAR POWER PLANTS
 Engineering, manufacturing and supply of Reactor side components like
Steam generator, Reactor header, End shield, special purpose Heat
Exchangers, Pressure Vessels, Motors etc. for PHWR based Nuclear Power
plants upto 700 mwe capacity.
 BHEL also provides complete solution to Secondary Side of Nuclear Power
Projects and has capability to supply Turbines, Turbo Generators and
Condensers, etc. for Nuclear Power Plants upto 700 mwe capacity.
 BHEL has the capability to design, manufacture and supply various
components of both Reactor side and Secondary side for Nuclear Power
Plant Projects upto 500MWe rating Fast Breeder Reactors (FBR).

GASBASED POWER PLANT:

GAS-BASED POWER PLANTS
  Gas turbines and matching generators ranging from 25 MW to 299 MW (ISO)
rating tailored to meet specific needs with regard to plant layout, type of fuels,
emission and noise requirements. The features of these machines include
 Capability to burn a variety of fuels, both gaseous and liquids.
 Mixed firing of many of these combinations of gases and liquids.
 Low exhaust emission levels upto 15ppm of NOx with Dry Low NOx (DLN)
combustors.
 Gas turbine-based co-generation and combined-cycle systems for industry
and utility applications.
HYDRO POWER PLANT:HYDRO POWER PLANTS
 Custom-built conventional hydro turbines of Kaplan, Francis and Pelton types
with match in generators, pump turbines with matching motor-generators upto
300 MW.
 Bulb turbine with matching generators up to 10 MW
 High capacity pumps along with matching motors for Lift Irrigation Schemes
(up to 150 MW).
 Small hydro power plants 10- 25 MW unit rating capacity
 Electro Hydraulic Microprocessor based Digital Governor for conventional
turbines
 Microprocessor based Digital Controller for lift irrigation schemes
 Static excitation systems for Hydro generators & motors
 Brushless exciter for Hydro generators & motors
 Renovation, Modernization and uprating of Hydro power plants
 Spherical (rotary) valves, butterfly valves and auxiliaries for hydro stations.
SOLAR POWER PLANT:
 SOLAR POWER PLANTS
 EPC solutions from Concept to Commissioning of Solar PV Power Plants.
 Grid Interactive systems with & without BESS (Battery Energy Storage
System)
 Standalone systems
 Roof Top systems
 Hybrid systems
 Canal Top Systems
 Floating Solar power plants
  Solar based water pumping system.

DG POWER PLANT :DG POWER PLANTS

 HSD, LDO, FO, LSHS, natural gas based diesel generator power plants, unit
rating of up to 20 MW and voltage up to 11 kV, for emergency, peaking as
well as base load operations on turnkey basis.ALINATION AND

DESALINATION AND WATER TREATMENT PLANT:T

Complete Water Management Solutions for Power Plants, Industrial
applications and Municipal Applications with different treatment technologies
include: -
 Pre Treatment Plants (PT)
 Sea Water Reverse Osmosis (SWRO) Plants
 Demineralization (DM) Plants
 Membrane Based treatment for industrial applications
 Effluent Treatment Plants (ETP)
 Sewage Treatment Plants (STP) for Municipal applications
 Zero Liquid Discharge (ZLD) System

SYSTEMS AND SERVICES:

 Power Generation Systems
 Turnkey power stations/ EPC contracts.
 Combined-cycle power plants.
 Cogeneration systems.

EXTENDED FACILITIES AT SEA FRONT (LOVA GARDENS):

BHEL-HPVP established additional fabrication facilities at lova gardens in
visakhapatnam sea front for fabrication and assembly of over dimensional
consignments.
TRANSPORT:
PORT: Being located at visakhapatnam has excellent port facility for transporting
large size vessels. BHEL-HPVP undertakes site fabrication and eracation in case of
extra large equipments which cannot be transported.
ROAD: BHEL-HPVP , IS situated adjacent national highway NO.5 , for transporting
equipments weighing upto 150mt by road.

MANUFACTURING:
Rolling: Rolling sector comes under shell shop and deals with shell preparation, cone
preparation, plates planning etc,. There are different rolling mills for various plate
thickness.
Cold rolling: 60mm thickness
Hot rolling:170mm thickness

FLAME PROFILE CUTTING:

Flame cutting or gas cutting is the main process in M.P. shop as it is used to cut
plates of almost all sizes. (1500mm to 3000mm plates of thickness 3mm to 300mm
can be cut on profile cutting machine.)

EDGE PREPARATION:
Welding edge preparation up to 18,000mm long X,4000mm wide upto 50mm thick
plasma cutting machines for cutting stainless steel plates.

PRESS SHOP:
Hydraulic pressure up to maximum capacity of 1600 ton are used for pressing dished
ends, petals of storages spheres and various other parts.
Maximum diameter = 5000mm
Maximum thickness that can be handled in single stroke = 80mm
Maximum thickness that can be handled in stages =120mm

HEAT TREATMENT:
An annealed furnance of size 5030mm an 36580 internal length is available which
can attain a temperature of 1100 degrees centigrade, with a capacity of 120mt.
There is another large heat treatment furnace of size 7400mm by 7250mm cross
section and 17000mm internal length is available. The maximum capacity of change
is 200 tonnes and the furnace can attain a max temperature of 800 degrees
centigrade. The fuel used is LPG\HSD.

SWOT analysis of BHEL:-

Strengths:
 The company has 180 products under 30 major product groups that cater to
the needs of the core sector like power, industry, transmission, transportation,
defence, telecommunications and oil business
 BHEL's ability to acquire modern technology and make it suitable to Indian
conditions has been an exceptional strength of the company
 Quality
 Cost competitiveness
 After sales service
 R&D
 Global presence
Weakness:
 The company offers very stringent credit facilities to the customers and this
is a weakness when compared in the face of rising competition.
 The company is vertically integrated, which could have been avoided by
outsourcing its components for power generation and transmission. This
could have reduced the cost.

Opportunities:
 The power sector reforms are expected to pick up in the near future in India,
which would directly benefit BHEL.
 Increase in defence budget will increase the top line for the company.
 The business of modernization and renovations of power plants is expected
to grow in India.
 The disinvestment plans of the government would bring in new resources
and experience into the company.
 Joint Venture with Siemens in the name of Power plant Performance
Improvement Ltd. (PPIL) is a major strength for the company. This tie-up will
be beneficial as there is a lot of scope for business. During FY00 the PPIL
received orders worth Rs. 320 crores.
Threats:
 The global trend of consolidation has already resulted in a fall in turnover of
the company and this will prove to be a major threat in the years to come as
well
 Unsatisfactory financial performances.

BHEL MAJOR CUSTOMERS:

 Refineries :
IOCL, BPCL, HPCL and CPCL
 Fertilizers :
RCF, FACT, IFFCO, NFL, NFCL, Deepak Fertilizers
 Steel Plants :
SAIL, RINL, TATA STEEL, JINDAL, ESSAR
 Space : ISRO
 Defense : DRDL, Air Force, NAVY
 Nuclear : NPCIL
 Aerospace : ADA, HAL
CHAPTER-2
MARKETING:
Marketing is the study and management of exchange relationships. Marketing is the
business process of creating relationships with and satisfying customers. With its
focus on the customer, marketing is one of the premier components of business
management.

DEFINITION:
ACCORDING TO AMERICAN MARKETING ASSOCIATION DEFINES MARKETING
AS “ An organisation function and set of processess for creating, communicating and
delivering value to the customers and for managing customer relationship in ways
that are beneficial to the organisation and its stakeholders.”
Importance of Marketing
Marketing management has gained importance to meet increasing competition and
the need for improved methods of distribution to reduce cost and to increase profits.
Marketing management today is the most important function in a commercial and
business enterprise.

The following are the other factors showing importance of the marketing
management:
(i) Introduction of new products in the market.

(ii) Increasing the production of existing products.

(iii) Reducing cost of sales and distribution.

(iv) Export market.

(v) Development in the means of communication and modes of transportation within
and outside the country.

(vi) Rise in per capita income and demand for more goods by the consumers.

Marketing concepts:
Business enterprises are conducting their marketing activities under the following
five marketing concepts.

Product concept

Production concept

Selling concept

Marketing concept

Societal concept

Production concept
Production concept is the oldest concept under which the businessmen produce
goods thinking customers are interested only in low priced, extensively and easily
available goods. Finishing and the interest of customers are not important for the
manufacturers. They focus only on large scale production and try to make it available
on large scale. They try to achieve high production efficiency and creating wide
distribution coverage. This concept can be adopted under the following situations.

Product concept
Consumers favour those products that offer the most quality, performance and
features is the basis of product concept.  They believe that consumers are willing to
pay higher cost for the goods or services which has extra quality. Companies which
concentrate on product concept is focused on product improvement.  They
constantly improve the product quality and features to satisfy and attract the
customers.  Too much focus on product may go off the track and fail.  For example,
a biscuit manufacturer produced  a new brand of biscuits with good colour ,
ingredients and packing etc., without taking much importance in consumer tastes
and preferences. This may fail in the market if the biscuit does not taste good to the
ultimate consumer.

Selling concept
In selling concept, producers believe that the aggressive persuasion and selling is
the  essence of  their  business  success.   They think without such aggressive
methods they cannot sell or exist in the market.  They are focused on finding ways
and means to sell their products.  They believe that consumer  themselves will not
buy enough of the enterprises products or service by themselves.  Hence they do a
considerable promotional efforts to sell their product through advertisements and 
other means. Sales agents of electrical equipments, insurance agents, soft
drink/health drink companies  and fund raisers for social or religious causes comes
under this category.  That is why we are getting lots of calls from insurance agents,
even though insurance is a subject matter of solicitation.  In short, selling concepts
assumes that consumers on their own will not buy enough of enterprises products,
unless the enterprise undertakes aggressive sales and promotional efforts.

Marketing concept
Under marketing concept the task of marketing begins with finding what the
consumer want and produce a product which will meet the consumer requirement
and provides maximum satisfaction.  “Customer is the King” concept emerged from
this point of view.  In the process of evolution many organizations changed their way
of thinking to match  the  marketing concept.  Under this concept producers
considers the needs and wants of consumers as the guiding spirit and deliver such
goods which can satisfy the consumer needs more efficiently and effectively than the
competitors. Marketing concept is consumer oriented and look forward to achieve
long term profits by making a network of satisfied consumers. When an organization
practice the marketing concept, all their activities  such as research and
development, distribution, quality control, finance, manufacturing, selling etc., are
focused to satisfy the consumer needs and wants.

Societal concept
With the growing awareness of the social responsibility of the business,  attempts
made successfully to turn the business organizations socially responsible. 
Environmental deterioration, excessive exploitation of resources and growing
 consumer movements have necessitated the recognition and relevance of marketing
based on socially responsible. Societal concept is the extension of marketing
concept to cover the society in addition to the consumers.  Under the societal
concept the business organization must take into account the needs and wants of
the consumers and deliver the goods and services efficiently so as to balance the
consumers satisfaction as well as the society’s wellbeing.

The Role of a Marketing Department

The Marketing Department plays a vital role in promoting the business and mission
of an organization. It serves as the face of your company, coordinating and
producing all materials representing the business. It is the Marketing Department's
job to reach out to prospects, customers, investors and/or the community, while
creating an overarching image that represents your company in a positive light.

Depending on your company, the duties of the Marketing Department may include
one or more of the following:

 Defining and managing your brand. This involves defining who you are, what you
stand for, what you say about yourself, what you do and how your company acts.
This, in turn, defines the experience you want your customers and partners to have
when they interact with you.

 Conducting campaign management for marketing initiatives. Marketing

proactively identifies the products and services to focus on over the course of your
sales cycle, and then produces materials and communications that get the word out.

 Producing marketing and promotional materials. Your marketing department

should create the materials that describe and promote your core products and/or
services. They should be kept up-to-date as those products and services evolve.

 Creating content providing search engine optimization for your website. Your

website is often the first (and possibly the only) place people go for information about
you. Your marketing department will be responsible for keeping Web content current,
 while also working to ensure your site comes up quickly when someone searches for
your type of business.

 Monitoring and managing social media. Marketing should contribute to, manage

and maintain your social media pages. It should also manage accounts and carefully
watch what’s being posted about you online.

 Producing internal communications. Your employees need to understand your

company, its values, its goals and its priorities. Marketing is often responsible for
employee communications through a newsletter and/or intranet.

 Serving as media liaison. When your company is cited in the media, a member of

the marketing department often acts as spokesperson for your company, or guides
executives in how to respond to media queries.

 Conducting customer and market research. Research helps you define target

markets and opportunities and helps you understand how your products and
services are perceived.

 Overseeing outside vendors and agencies. Marketing is typically responsible for

selecting and managing the agencies and vendors who produce marketing materials
and or/provide marketing support. These may include ad agencies, print vendors,
PR agencies or specialists, Web providers, etc.

MARKETING MIX
Marketing Mix is one of the most fundamental concepts in marketing management.
For attracting consumers and for sales promotion, every manufacturer has to
concentrate on four basic elements/components. These are: product, pricing,
distributive channels (place) and sales promotion techniques. A fair combination of
these marketing elements is called Marketing Mix. It is the blending of four inputs (4
Ps) which form the core of marketing system. This marketing mix is marketing
manager’s tool for achieving marketing objectives/targets. He has to use the four
elements of marketing mix in a rational manner to achieve his marketing objectives
in terms of volume of sales and consumer support. Marketing mix is the combination
of four basic elements/ingredients under one head. Product itself is the most
important element of marketing mix. Price, place and promotion are the other
supporting elements. Marketing mix indicates an appropriate combination of four Ps
for achieving marketing objectives.

Product :
A product is seen as an item that satisfies what a consumer needs or wants. It is a
tangible good or an intangible service. Intangible products are service based like
the tourism industry, the hotel industry and the financial industry, in other words to
explain, can feel it but can’t touch it. Tangible products are those thing that can touch
or physical existence.

Product-mix involves planning, developing and producing the right types of products
and services to be marketed by the company. It deals with the product range,
durability and other qualities and other features. In short, product planning and
development involves decisions like quality of the product, size of the product,
design of the product, volume of the production, packaging, warranties and after-
sales service. And also, they have to decide which ‘market segment’ they are aiming
at age, income and geographical location.

Place :
Refer to providing the product at a place which is convenient for consumers to
access. Various strategies such as intensive distribution, selective distribution,
exclusive distribution and franchising can be used by the marketer to complement
the other aspects of the marketing mix. It includes activities that are necessary to
transfer ownership of goods to customers and to make available goods at the right
time and place at which the products should be displayed and made available to the
customers. It is to make products available in the right place at the right time in the
right quantities.

Promotion: 
Promotion is communicating with the public in an attempt to influence them toward
buying your products or services. Promotion comprises elements such as
advertising, personal selling and sales promotion. Advertising is a tool which the
marketing manager uses to communicate a message to consumers through
newspapers, magazines, television. Personal selling is another means of
communicating to consumers, and consists of direct person to person interaction
between salesman and customers. Sales promotion includes all the methods of
communicating with the consumers except advertising and personal selling. It
includes free samples, premium on sale, contests, displays, shows and exhibitions.

Price:
The price is the amount that the customer willing to pay for the product. The price is
very important as it determines the company’s profit and hence, survival. Adjusting
the price has a profound impact on the marketing strategy, and depending on
the price elasticity of the product, often it will affect the demand and sales as well.
The marketer should set a price that the customer willing to pay and the suitable
price that can satisfy the customer. When setting a price, the marketer must be
aware of the customer perceived value for the product. Manager should think about
certain question like: what is the value of the product or service to the buyer, are
there established price points for products or services in this area, how will your price
compare with your competitors. And also, the price must be high enough to cover
costs and make a profit but low enough to attract customers.

Purpose of marketing mix

The basic purpose to determining the marketing-mix is to satisfy the needs and
wants of the customers in the most effective manner. As the needs of customers and
the environmental factors change, the marketing-mix is also changed. Thus,
marketing-mix is a dynamic concept. It concentrates on how to satisfy the needs of
the customers. Moreover, the purpose of the marketing mix is to increase sales, to
raise profit and turn over, satisfy the needs of the customers, increase the
consumption demand and more.
3 C’S IN MARKETING:
The 3 C concept of marketing strategy is a very interesting concept for marketers as
it explains complete marketing strategy on the basis of 3 variables. These 3
variables are dynamic and inter dependent on each other. If one changes, the other
has to change. The 3 C of marketing strategy are

1)Competitors
2)Customer
3) Company

Competitors: To be successful, you need to know your market and especially your
competitors. You want to learn how they operate, what marketing tactics they use,
who their partners are, what financial position they are, who their employees and
customers are. You can learn for your competitors' mistakes, model what works for
them, discover from them new market opportunities.

Customers: Define your target audience. Deeply research the type of customer,

their demographics, their spending power, their habits, and their needs. A common
mistake that companies do is to consider the shareholders as their customers.
Instead, the main focus should be on the customers as it is the customer who can
improve the performance of the organization and can cause the failure of the
organization.

Company: You first need to know your company very well: define or learn the vision
and the mission. The location. The logo. The organization and its culture. Finally the
core product and value. A company needs to carefully evaluate both the short term
and long term strategies to beat competition and have a sustainable competitive
advantage.

PRODUCT MIX
DEFINITION:
 The Product Mix also called as Product Assortment, refers to the complete range
of products that is offered for sale by the company. In other words, the number
of product lines that a company has for its customers is called as product mix.
The product mix has the following dimensions
Breadth, Length, Depth, and Consistency.

 The Breadth of a product mix shows the different kinds of product lines that

firm carries. Simply, it shows the number of items in the product line. This
dimension of the product mix represents the extent to which the activities of
 the firm are diversified. In the example below, there are 4 product lines that
show the width of the ITC.

 The Length of a Product mix refers to the number of items in the product

mix. In the example below the length is 11. As in the foods line, the number of
items is 3, in cigarettes is 3 and so on. On adding all the items, we get the
length of a product.

 The Depth of a product mix refers to the variants of each product in the

product line. For example, in the example below, curry, pastes, biryanis,
conserves, etc. shows the depth of the foods product line.
  The Consistency of a product mix shows the extent to which the product
lines are closely related to each other in terms of their end-use, distribution
requirements, production requirements, price ranges, advertising media, etc.
In the above example, it is clear that ITC’s product lines are less consistent as
these perform different functions for the buyers.

BHEL DIVERSIFIED PRODUCTS:

 DEFENSE AREA :
Indian corporation Bharat Heavy Electricals Limited (BHEL), one of the
country’s largest power and transmission equipment manufacturers, has
outlined an intention to invest in further expanding its capabilities in defence
and aerospace.
Atul Sobti, the chairman and managing director of the state-owned company,
said at its annual meeting on 22 September that it has created an internal
business group to identify opportunities in the defence sector as part of efforts
to diversify.
 The company is already established as a Tier 2 supplier in India’s defence
sector. Mainly contracted by Tier 1 Indian companies, BHEL supplies
equipment including gun mounts, platform management systems for naval
vessels, integrated bridge systems, turret castings for tanks, training
equipment, and heat exchangers for military aircraft including India’s Tejas
Light Combat Aircraft.

HEAT EXCHANGERS
A heat exchanger is a device used to transfer heat between two or more fluids
. Heat exchangers are used in both cooling and heating process. Compact
heat exchanger can be characterized by its high ‘area density’ this means that
is has a high ratio of heat transfer surface to heat exchanger volume. So
Compact heat exchange is characterized by high heat transfer surface-area to
volume ratios and high heat transfer coefficients compared to other exchanger
types. A heat exchanger having a surface area density greater than about 700
m2/m3 for a gas is quite arbitrarily referred to as a compact heat exchanger.
The heat transfer surface area is increased by fins to increase the surface
area per unit volume and there are many variations available.

 THERMAL POWER PLANT:

Capability for manufacture and supply of Steam Generators, Steam Turbines,
Turbo Generators along with regenerative feed cycle up to 1000 MW
capacities for fossil-fuel and combined-cycle applications.
Air and water cooled Condensers, Condensate Extraction Pumps, Boiler
Feed Pumps, Duplex Heaters, Valves and Heat Exchangers meeting above
requirement of TG Sets up to 1000 MW.
Energy Efficient Renovation and Modernisation (EE R&M) and Life Extension
(LE) of old thermal power plants and Residual Life Assessment (RLA) studies.

AUXILIARY BOILER:
An auxiliary boiler which draws high-pressure superheated steam from the
vessel's propulsion system to generate low pressure saturated steam. This
secondary steam is then used to power auxiliary shipboard engines driving
 winches or pumps, or to meet any steam requirement that does not require
superheating, such as boiler feed water and fresh water evaporators.

HEAT RECOVERY STEAM GENERATORS:

Recovers heat energy available in GT Exhaust and Generates Steam. A heat
recovery steam generator (HRSG) is an that recovers heat from a hot gas
stream. It produces steam that can be used in a process (cogeneration) or
used to drive a steam turbine (combined cycle). HRSGs consist of four major
components: the economizer, evaporator, superheater and water preheated.
The different components are put together to meet the operating requirements
of the unit.
UTILITY BOILERS:
Utility boilers burn fuel to produce steam used in the generation
of electricity. Steam generators for utilities, ranging from 30 to 800 MW capacity,
using coal, lignite, oil, natural gas or a combination of these fuels; capability to
manufacture boilers with supercritical parameters up to 1000 MW unit size.
TYPES OF PRODUCTION SYSTEM:
 JOBSHOP PRODUCTION
 BATCH PRODUCTION
 MASS PRODUCTION
JOBSHOP PRODUCTION:
This type of production is most commonly observed when you produce one single
unit of a product. A typical example of the same will be tailored outfits which are
made just for you or a cake which is made just like you want it.

Example of Unit type of production

It is one of the most common types of products used because it is generally used by

small businesses like restaurants, individual  products providers or individual
services providers.

Features of Unit production or Job Production

  Depends a lot on skill
 Dependency is more on manual work than mechanical work
 Customer service and customer management plays and important role

 Batch type of Production:

It is one of the types of production most commonly used in consumer durables,

FMCG or other such industries where there are large variety of products with
variable demands. Batch production takes place in batches. The manufacturer
already knows the number of units he needs to a manufacturer and they are
manufactured in one batch.

Example of Batch production

LG has many different types of home appliance products in its portfolio. It has to

manufacture all these different variants of the same type of product. There would be
10-20 types of mixer grinders alone in the product portfolio of LG home appliances.
Thus, a company like LG manufactures these variants via Batch production.

First, one type of mixer will be manufactured completely and then the second type
will be manufactured. They are manufactured on the basis of demand. Depending on
demand, the batch production can produce the number of units required in one
batch.

MASS PRODUCTION:

Manufacture of discrete parts or assembles using a continuous process is called

mass production.

One of the best examples of mass production is the manufacturing process adopted
by Ford. Mass production is also known as flow production or assembly line
production. It is one of the most common types of products used in the automobile
industry and is also used in industries where continuous production is required.

LEAN PRODUCTION:
Lean production focuses on eliminating waste in processes (i.e. the waste of work in
progress and finished good inventories). Lean production is about expanding
capacity by reducing costs and shortening cycle times between order and ship date.
Lean is about understanding what is important to the customer. Lean production is
not about eliminating people

The production system developed by Toyota motor corporation to provide best

quality, lowest cost, and shortest lead time through the eliminating of waste.

The Lean production system was established on two concepts: – JIDOKA:

Automation with a human touch, means that when the problem occurs, the
equipment stops immediately, preventing defective product from being produced. –
JUST-IN-TIME: In which each process produces only what is needed by the next
process in a continuous flow.

BUSINESS FACTORS INFLUENCING SALES PERFOMANCE:

Any business, whether a start-up or an established one, put maximum efforts for
expanding sales volume because sustained growth in sales is the only key
to survival in the market. A company resorts to many means of achieving this end:
introducing new products; promoting them through attractive marketing campaigns
and schemes; offering discounts and easier payment options. Yet are many other
factors which affect the sales of the products of a company.

The factors affecting the sales of a company’s products can be principally divided
into two groups:

1. Internal factors
2. External Factors

Internal Factors affecting sales of a product:

These are the factors which essentially originate within the company and are, hence,
in the company’s sphere of influence to control.  These can also be termed as the
company’s ‘response to market changes’. The growth is company’s sales volume is
directly proportionate to the positive control the company is able to exercise over
these factors. These internal factors affecting sales of a product include:

1) Company’s product

The largest single critical factor determining the company’s sales growth is the
product itself. If your product is satisfying the needs of the consumers at reasonable
prices, it will sell. The company needs to be mindful of maintaining its quality and
adding or modifying the functions and utilities according to the changing technology
and varying tastes and preferences of the consumers.

2) Marketing strategy of the company

The marketing strategy of the company with regards to its product plays a prominent
role in affecting the sales. Marketing strategy involves selection of correct target
market; brand positioning; correct pricing and choice of suitable distribution
channels. This can make a huge impact on the sales of a product.
3) Marketing Personnel of the company

The qualifications and mindset of the company’s marketing force is very important in
winning over more customers. Coming up with creative marketing strategies,
promotion ideas, backing up these ideas with sound market research and desire to
keep oneself acquainted and updated with recent market trends along with
professional qualifications – these all factors go a long way in achieving higher sales
volume.

4) Technology and Automation

Technological upgradation is one more facet that a company has to take into
account while striving to achieve higher sales growth. Investments into newer,
smarter technology and automation of business processes like electronic payment
facilities, easier and automated order booking, tracking facilities for shipments in
transit, electronic redressal of grievances can generate a favourable market base
and increase sales.

5) COST

It includes manufacturing cost, distribution cost, promotion cost.

External Factors affecting sales of a product:

External factors can also be termed as ‘Macroeconomic Factors’ or ‘Market

Changes’. These are the factors affecting sales of product due to interplay of
broad economic, political, technological, and competition forces and can significantly
affect the sales of the products of a company. They are well beyond the company’s
influence to change. The company will have to make befitting strategic moves to
respond to these changes. The external factors affecting sales are as follows:

1) Consumers and institutional buyer expectations

The tastes, preferences of the consumers as well as their expectations regarding

prices, new features, packaging, delivery, after sales services keep on changing with
the time casting a huge impact on demand for the company’s product. The company
cannot control these expectations. It has to adapt its production and marketing
strategies to meet these new requirements.

2) Laws and regulations

Any manufacturer or seller has to adhere to the demands of the laws and statues of
the country where he sells his products. The specific pronouncements of laws
regarding the legality of the product, minimum pricing requirements, taxes and
advertising restrictions affect the sales of a product in that particular country. These
requirements dictate the market presence of that product.

3) Competitors’ Market Position

The market position of the competitors’ products determines the sales of the
manufacturer’s product in a market. If the competitor has a very strong brand
controlling a large market share, its presence can be quite intimidating, affecting the
sales of the rivals’ products negatively and vice-versa.

RED OCEAN AND BLUE OCEAN:

Red Ocean companies try to outperform their rivals to grab a greater share of

existing demand. ... Blue Ocean companies, in contrast, access
untappedmarket space and create demand, and so they have the opportunity for
highly profitable growth.
PRODUCTS OF BHEL:
Heaviest Vacuum Column for IOCL -
Columns
HALDIA

Air Cooled Exchangers       Spheres                         

 Multilayer Vessels
 Hydrocracker Reactors
 Tank Wagons
 Trays
 Fin Tubes
  Digestors & Paper Industry
 Evaporation Plants

COMBUSTION SYSTEM

 Industrial Boilers
 Fired Heaters
 Deaerators
 Feed Water Heaters
 Steam Condensers
 Primary Reformers
 Waste Heat Recovery Steam Generators
 Process Waste Heat Boilers

Cryogenics

 Air Separation Plants (50 Nm3 /hr to 2200 tpd)

 Nitrogen wash unit (any capacity)
 High Purity Nitrogen Plant (any capacity)
 Purge Gas Recovery Plant (any capacity)
 Field Erected Liquid Storage Tanks (Upto 10,000 tonnes)
 Cryogenic Storage Tanks
 Cryogenic Transportation Tanks
 Gaseous Storage Tank

Systems / Trunkey Packages

Oil & Gas

 Crude Stablisation Unit

 Desalter Plants
 Skid Mounted Packages VIZ., Test
Separators, Heater treaters etc.
Refineries

 LPG Import Terminal

 Group Gathering Stations/Gas Collection
Stations/
Gas Separation Units / LPG Recovery Units
 Sulphur Recovery Unit/ARU/SWS Packages
 Vacuum Ejector Systems
 Storage Spheres

Others

 Mounded Propane/Butane Storage Facilities

 Refrigerated Atmospheric Storage Systems for
Propane, Butane, LPG, Ammonia, LNG Propylene
etc.

SYSTEMS AND TURNKEY PACKAGES

LIST OF PRODUCTS

 VACUUM EJECTOR SYSTEMS

 CRUDE STABILISATION UNIT
 GAS SWEETENING & LPG RECOVERY PLANT
 LPG TERMINAL (Storage and Handling Facilities)
 FUEL GAS CONDITIONING SKID
 SULPHUR RECOVERY UNIT
 AMMONIA STORAGE SYSTEMS (Double Wall Storage Tanks)
 DESALTER PLANT
 EVAPORATORS
 MOUNDED LPG STORAGE FACILITIES
  VACUUM EJECTOR AND CONDENSER SYSTEMS
 SRU, ARU, SWS PACKAGES
 GROUP GATHERING / GAS COLLECTING STATIONS
 SKID MOUNTED PACKAGES FOR PETROLEUM, OIL & GAS, FERTILIZER
INDUSTRIES
 PROCESS EQUIPMENT FOR OFF SHORE PLATFORMS.

CUSTOMERS OF BHEL:
COMPETITORS OF BHEL:

 PHILS HEAVY ENGINEERING PRIVATE LIMITED:

PHILS was established in the year 1971 to offer Engineering Services. Since
inception, PHILS has been practically covering all areas of Equipment
Manufacturing, tailor made to suit vital process requirements by various types
of Industries. During these years, PHILS has established a bond with its
customers which goes beyond buying and selling. It also shares its
experiences and success with them. It is located in mumbai.

 BENGAL TOOLS LIMITED:

Bengal Tools Ltd is a Public incorporated on 30 January 1958. It is classified
as Non-govt company and is registered at Registrar of Companies, Kolkata.
Its authorized share capital is Rs. 40,000,000 and its paid up capital is Rs.
19,219,000. It is inolved in Manufacture of other fabricated metal products;
metal working service activities
Bengal Tools Ltd's Annual General Meeting (AGM) was last held on 28
September 2006 and as per records from Ministry of Corporate Affairs (MCA),
its balance sheet was last filed on 31 March 2007.
Directors of Bengal Tools Ltd are Amitava Guin, Ravi Todi, Shrawan Kumar
Todi and Ganesh Chandra Das. It is located in kolkata.

 PRAJ INDUSTRIES LIMITED:

Praj is a leading process solutions company with expertise in integrated
offerings for bio-energy, high purity water solutions and engineering led
businesses namely zero liquid discharge solutions, critical process equipment
& systems and brewery plants. Sustainability is at the core of Praj's solutions
driven by ably supported by its state of the art R&D Centre - Matrix and
manufacturing facilities. Over three decades, Praj has been a trusted partner
 with over 750 references across 75 countries. Led by an able leadership, Praj
is a socially responsible corporate citizen. Headquartered in India; Praj is
listed on BSE and NSE.

 HINDUSTAN DORR OLIVER LIMITED:

Hindustan Dorr-Oliver Ltd. - Manufacturer of manufacturing and supply chain
management division services, nuclear services & waste heat recovery boiler
in Chennai, Tamil Nadu.

 INDCON PROJECTS AND EQUIPMENTS LIMITED:

Indcon Projects And Equipment Limited is a Public incorporated on 10 March
1986. It is classified as Non-govt company and is registered at Registrar of
Companies, Delhi. Its authorized share capital is Rs. 65,000,000 and its paid
up capital is Rs. 63,074,632. It is inolved in OTHER BUSINESS ACTIVITIES
Indcon Projects And Equipment Limited's Annual General Meeting (AGM) was
last held on 29 September 2018 and as per records from Ministry of
Corporate Affairs (MCA), its balance sheet was last filed on 31 March 2018.

 LLOYD STEEL INDUSTRIES LIMITED:

Lloyds Steels Industries Limited provides engineering products and services
in India. It designs, engineers, manufactures, fabricates, supplies, erects, and
commissions mechanical, hydraulic, structural, process plants, metallurgical,
and chemical plants equipment, including marine loading/unloading arms,
truck/wagon loading/unloading arms, columns, pressure vessels, dryers,
boilers, power plant, steel plant, and capital equipment. The company also
executes turnkey and EPC projects. Lloyds Steels Industries Limited was
incorporated in 1994 and is based in Mumbai, India.

 TECHNO PROCESS EQUIPMENTS:

Techno Process Equipments (India) Pvt Ltd is an ISO 9001 certified company
established in 1981 is run by highly experienced technocrats.
The manufacturing division has fully equipped fabrication & machine shops
with ASME Code stamp shops in Ambernath & Bharuch catering to the
 requirements of the critical equipments for the Oil refineries, Petrochemical,
Gas Gathering Stations, Offshore, Fertiliser & Steel Plants ..etc.
The large, highly skilled workmen with trained, competent and highly
committed people are the strength of Techno Process giving it the capability
to execute large complex jobs successfully. Techno Process has worked with
majority of the Global EPC companies with supplies to Europe , Middle East ,
Africa …

 THE ANUP ENGINEERING LIMITED:

The Anup Engineering Limited is a Public incorporated on 14 November 1962.
It is classified as Non-govt company and is registered at Registrar of
Companies, Ahmedabad. Its authorized share capital is Rs. 150,000,000 and
its paid up capital is Rs. 136,000,000. It is inolved in EXTRA TERRITORIAL
ORGANIZATIONS AND BODIES
The Anup Engineering Limited's Annual General Meeting (AGM) was last held
on 27 July 2018 and as per records from Ministry of Corporate Affairs (MCA),
its balance sheet was last filed on 31 March 2018.

 LARSEN AND TOUBRO HEAVY ENGINEERING:

L&T Heavy Engineering manufactures and supplies custom designed
equipment & critical piping to process industries such as fertilizer, chemical,
refinery, petrochemical, and oil & gas, as well as to sectors such as thermal &
nuclear power, aerospace and defence.
Larsen & Toubro originated from a company founded in 1938 in Mumbai by
two Danish engineers, Henning Holck-Larsen and Søren Kristian Toubro.

DEFINITION OF ENTREPRENEURSHIP:
An entrepreneur is an individual who creates a new business, bearing most of
the risks and enjoying most of the rewards. The entrepreneur is commonly
seen as an innovator, a source of new ideas, goods, services, and
business/or procedures.
Entrepreneurs play a key role in any economy. These are the people who
have the skills and initiative necessary to anticipate current and future needs
and bring good new ideas to market. Entrepreneurs who prove to be
successful in taking on the risks of a startup are rewarded with profits, fame
and continued growth opportunities. Those who fail, suffer losses and become
less prevalent in the markets.

UMBRELLA MARKETING:
Umbrella brands are brand names that are utilized by a range of different but
related products. Sometimes referred to as family branding. • An umbrella
branding strategy, is a marketing practice that involves marketing many
related products under a single brand name.
EXAMPLES:
AMUL, NIVEA

CONCLUSION:
I am concluding this topic , that i have learnt about the company BHEL and
how it is going and they are producing customised product . And about it
products, customers and competitors. Marketing mix can give information
about which product should be produce, where should be placed and to fix the
price for the product. And product mix can give complete information about
range of products and about my topic BUSINESS FACTORS INFLUENCING
SALES PERFORMANCE .
Factors are very important to the company. BHEL is jobshop production.