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A PROJECT STUDY REPORT Training Undertaken at

Instrumentation Limited Titled Marketing Strategy of Instrumentation limited Submitted in partial fulfillment For the award of degree Bachelor of Business Administration

Submitted to: Ms.Savita

Submitted by: Nitish Mehta BBA 3rd Year

APEX INSTITUTE OF MANAGE MENT & SCIENCE, JAIPUR


2010-2012

PREFACE
For a management student theoretical knowledge as well as practically orientation exposes oneself to experiences, one can again be mastering it is best possible time. MBA curriculum has been fine-tuned in such a way that a student not applies the theoretical knowledge but also gain it in a practical sense. Thus objective can be attained through application of theory tools concepts and techniques of Management.

Balanced theoretical and practical knowledge are essential for every student and BBA curriculum is conceived in such a way so as to facilitate practical purpose. To procure this objective the research undertook the project Marketing Strategyof Instrumentation limited Data were collected from Website, and different business magazines and journals. Researcher has tried to satisfy the topic of report by help of facts and findings.

Nitish Mehta BBA 3rd Year

ACKNOWLEDGEMENT

I express my sincere thanks to my project guide, Mr. Suresh khatri, Designation (HRD), for guiding me right from the inception till the successful completion of the project. I sincerely acknowledge her for extending their valuable guidance, support for literature, critical reviews of project and the report and above all the moral support she had provided to me with all stages of this project.

I would also like to thank the supporting staff mr.Bharwa(DGM), for his help and cooperation throughout our project.

I would also like to thank the supporting my college faculty for her help and cooperation throughout our project.

EXECUTIVE SUMMARY
The Instrumentation Ltd. A Govt. of India Enterprises was set up at Kota in April 1964 in collaboration with Russia with a provision to setup second unit at Palghat in Kerala. The production was started in October 1968. It holds good rank in India in the field of Process control instruments. Whatever the capacity of field may be one can only rely on IL. Board based engineering capability expertise for instruments for requirements. Whatever the capacity of the control system required whether in computer electronic or pneumatic field. IL. is supplying the said system on turnkey basis.

The Instrumentation Ltd. is headed by a Chairman cum Managing Director (CMD) under the guidance of Board of Directors have three full time Directors Namely Director (Production) Director (Finance) and Director (Commercial).

Kota office basically a co-ordination office which is to coordinate between Marketing head quarter, branch offices and various department at Kota for timely execution of order and complete customer satisfaction, Kota office is also responsible for booking of orders for all telecom products. EL. specializing in the turnkey Process Control Instrumentation to record monitors and control process parameters in process industries. Instrumentation Ltd. takes total responsibility for engineering, manufacturing, erection and commissioning of instruments with a back up of after sales services

TABLE OF CONTENTS
S. No.
1. 2. 3. 3.1 3.2 3.3 3.4 3.5 3.6 3.7 4. 5. 6. 7. 8. 9. 10.

Particulars
Introduction to the Industry Introduction to the organization Research methodology

Pages
6-8 9-67 68 69 69 70-71 71-72 73-74 74-75 75 76 77-83 84-85 86 87 88-91 92

Title of the project Duration of the project Objective of study Type of research Sample size and method of selection sample Scope OF STUDY Limitation of study Facts and findings Analysis and interpretation SWOT Conclusion Recommendation and suggestions Appendix Bibliography

1. INTRODUCTION OF THE INDUSTRY


Most of the instruments required for Process Control Industries along with main equipments were being imported in early 1960. Process Control Industries were growing at rapid rate, so we import the Instruments. In order to minimize the import to Process Control Instrument and to achieve self-reliance in this vital field a decision was taken by the Government of India to set up a Factory (Industry) in the Public Sector to manufacture Process Control Instruments and Allied Items. Instrumentation Limited is a Govt. of India Enterprise set up in 1964 with the prime objective of attaining self reliance in the field of control and automation in the process industry. Today IL is manufacturing and supplying state-of-the-an control equipment on turnkey basis to various sectors of the industry viz. Power, Steel, Fertilizer, Chemical, Petrochemical, Refineries, Pharmaceutical, Cement, Paper, Textile, Tele-Com, Flown ozalvalve Uninterrupted Power Supply (UPS) Mobile Towers etc. Kota Plant was setup in technical and financial collaboration with USSR and it commended commercial production in the year 1968. As a part of its continued efforts for modernization and standards, the company has entered into technical know-how and assistance agreements within two internationally renowned manufacturers based at Britain and West Germany of Process Control Instruments.

The second production unit of the company was established in Palakkad For manufacturing of Control Valves and allied items for which technology is provided by a leading Japanese Company, viz. YamatakeHoneywell Co. Ltd. the unit commended production in December 1975 andhas significantly contributed to overall growth of the companys financial results with its well established mechanical shops and other infrastructure.

IL has its plants at Kota and Palghat (Kerala). With over 42 years of experience and a dedicated workforce about production since 1968-69,IL has mastered all complexities of Control System requirements and can lead you right through your project, from system design, detail engineering, manufacturing, Testing System installation, final commissioning to after sales service and customer training. IL has supplied instrumentation on turnkey basis for two Thermal Power Stations in Malaysia; established a Service Centre at Kufa Complex in Iraq; supplied instrumentation for Ethiopian Petroleum Company of Ethiopia; supplied instrumentation for Esfahan Steel Plant, Iran...the list goes on.

KOTAUNIT This plant is located at Kota-Jhalawar Road Kota-5 (Raj.). It is the birth place of Instrumentation Ltd.This production unit was setup in collaboration with M/s Premmash Export USSR. This plant commenced its sophisticated process control instruments in various ranges. The Kota plant cater the need of industrial process control instruments required by various Thermal Power Station, Electricity Boards, Steel and Chemical Plants, Chemicals industries, Paper industries and other Heavy Engineering units. Just from the first year of production the company has been successfully supplying instrumentation and control equipments and has achieved all time high record of production, turn over in profit. 7

It has continued to play its vital role in speedy development of process industries throughout the countries in such a brief period and the company has achieved a leading, reputable and important position not only in India but in abroad also. In recent past, the company had entered into technical collaboration with M/s Hartmann and Braun, West Germany in March I 986, for manufacturing of Gas Analyzer the production of which was started in December 1986. .In order to keep pace with the advancements in modem technology particularly in the field of instrumentation where the obsolescence rate is very high and quick and to indigenize the manufacturing of spares, components and total system, the company has from its inception been giving due importance R&D activities.

Today, the Corporate R&D center of the company is an independent wing like other units of the company with its own proto-type developmentshop, various laboratories and other amenties, manned by well qualified technical personnel and headed by Executive Director. IL. has its registered and corporate office at Kota (Raj.).Manufacturing facilities accredited with ISO 9000 series. Quality System Certification is located at Kota & Palakkad (Kerala).

2. INTRODUCTION OF THE ORGANISATION


Instrumentation Limited (better known as IL) is a Government Of India Enterprise set up in 1964 with the prime objective of attaining self reliance in the field of Control and Automation for process industry. Today IL is manufacturing and supplying state of the art control equipment on turnkey basis to various sector of Industry viz. Power, Steel, Fertilizer, Chemical, Petrochemical, Refineries, Pharmaceutical, Cement, Paper, Textile, Space, and Oil & Gas. IL has its registered and corporate office at Kota in state of Rajasthan. Manufacturing facilities are based at Kota and Palakkad in Kerala State. Flow elements, control valve and actuators are manufactured at Palakkad plant other items are manufactured at Kota plant. ILs manufacturing facilities are accredited with ISO 9001:2008 certification. The marketing network is widely spread all over India having Branch offices in major cities of Delhi, Kolkata, Chennai, Mumbai, Jaipur and Secunderabad and Regional offices at Lucknow, Vadodara for organizing installation and commissioning and related services. Site offices at many project sites are functioning under these regional offices. With over Forty years of experience and a competent and dedicated workforce, IL has mastered all complexities of control system requirement and can lead you through your project, from system design, detailed engineering, manufacturing, testing, system integration, installation, final commissioning to after sales service and customer training. IL has further diversified in the fields of Power electronics; Telecommunications, Railway Signaling systems, Defence electronics,

IT enabled Products & services, Power Distribution and Transmission, Off-shore Instrumentation, Security & Surveillance system to have comprehensive range of product and services. The present product handling of the company comprises of sophisticated Digital Distributed Control systems, High Performance Smart Electronic Pressure and Temperature Transmitters, desk/panel mounted controllers, indicators, recorders and other hardware, liquid and gas analyzers, with sample handling and conditioning system, annunciation system, panels, instrument cabinet and racks, Flow elements, Control valves, actuators, power cylinders in addition to Telecommunication systems, IT based applications, Defence electronics, Railway signaling systems, Uninterrupted Power Supply Systems(UPS), Solar Dusk Dawn System(SDDS) etc. IL, after establishing itself as an undisputed leader has crossed the Indian borders to supply equipment on turnkey basis in International markets. IL has supplied instrumentation on turnkey basis to two thermal power stations in Malaysia, supplied instrumentation to Esfahan steel plant in Iran, Hima cement plant in Uganda to name few. A major breakthrough was achieved in export market when IL received large orders from Lisichansk Oil Refinery in the erstwhile USSR for supply of DDC system and other equipment on turnkey basis.

Corporate Vision

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To become a leading world class Engineering Organization focused on customer satisfaction in the field of Control Instrumentation; Automation for Core Sector viz. Power, Steel, Refineries & other Process Industries; Telecommunication; Railway Signalling, Industrial UPS, Knowledge based systems such as IT & Software and Services; Electrical Transmission & Distribution; GIS/GPS,SCADA system.

Latest MOUs
(A) MOU between IL and Fuji Electric Systems Co. Ltd. Japan Instrumentation Limited has signed an agreement with Fuji Electric System Co. Ltd., Japan for Business association. Fuji Electric System Co. Ltd. is a reputed and world-renowned company in the field of Control & Instrumentation and many other fields. As per agreement following type of instruments with state of art technology are now available to Indian Customers through Instrumentation Limited.

FCX-A III series Smart Pressure & Differential Pressure Transmitters FCR Microjet Strip Chart Recorders Paperless Recorders Compact Controller-M Ultrasonic Flow Meters, Fixed and Portable type With association of Fuji Electric Systems Co. Ltd. with IL customers will now get best products at competitive rates and ILs reliable and prompt after sales service.

(B) MOU between IL and CDOT for HVP and ROI

Instrumentation Limited has entered into an agreement with CDOT for transfer of technology for CDOT HVP (High voltage protection unit) on 14/10/2008. CDOT 11

HVP unit consists of HVP and ROI card required for alleviating the damage/securing repair of line cards in the BSNL network due to lightening.With use of this unit BSNL would be able to prevent damage to line card and minimize repair / replacement cost.

QUALITY POLICY
Our Quality Policy is to ensure satisfaction to Customers by providing products and services of National / International Quality Standards

When IL takes up a project, it is not just the schemes and systems of the instrumentation, but the rendering of all updated technology, innovative thinking and professional experience. Beginning from system design they go on to final

commissioning and customer training.. This is often done by using Critical Path Analysis techniques, PERT/COST NETWORK AND SIMILAR SYSTEMS. The project team is responsible for all commercial and technical aspects, backed by all the company's resources and facilities.

MANUFACTURING
Accuracy and reliability being the aim, the manufacturing facilities include modern assembly shops, comprehensive shops, .equipped with CNC machines. Plastics molding, die casting, electro- plating and special facilities of panel manufacture. A modern flow laboratory to conduct seat leakage tests, latest facilities for stage- by stage testing and calibration, and to check operation of products under stimulated conditions is available.

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QUALITY ASSRANCE
It is only through unsurpassed quality that IL has reached and maintained top position. The final product undergoes a series of rigorous tests. To begin with all materials, parts and components are checked. Then sub - assemblies built from these parts are tested before final assembly, and each and every completed instrument is rigorously checked out to achieve high standards of calibration and performance.

And to top it all the Quality Assurance Laboratory conducts an independent check before dispatch to customers. And that's not all. IL goes still further tracing and monitoring any defects occurring in the field. Correcting the faults, thus findings ways and means to bring in improvements.IL's accent has now turned towards ISO 9000 Standards to maintain uniformity in quality standards for any supplies made to any part of globe.

INSTALLATION & COMMISSIONING


IL can undertake the installation and commissioning of diverse industries such as power plants, steel works, sugar & cement plants, chemicals, fertilizers, pharmaceuticals and petrochemicals. The Engineering and Planning Department prepares pre - contract plans and hooks up drawings as per the projects requirements. Special emphasis is laid on our facilities of Contract Management, Labor Planning, Inspection & Procurement of all materials- together with the provision of plant workshop/store facilities and site office accommodation, tools, and test equipment and allied services. IL can give you the entire project complete and ready with economy and speed.

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AFTER-SALES SERVICE & MAINTENANCE CONTRACTS

IL's responsibility does not end with the making of supreme quality products. Smooth running of instruments is ensured by IL's factory - trained service engineers, strategically located all over. Delhi, Madras, Mumbai and Kolkata offices have their own service departments headed by a service engineer, also supported by the central service department at the headquarter.

IL undertakes maintenance & service contracts for power, steel plants & other process industries for C&I systems/ equipment including well-planned preventive maintenance, annual running maintenance, periodic maintenance and major modifications and/ or improvements. IL also undertakes setting up of Test Laboratory for C& I equipments with advanced microprocessor -based PC.

CUSTOMER TRAINING
IL believes that for high performance and accuracy of its instrumentation, instrument engineers at customers end need instructions in the correct method of dealing with routine checks and repairs, for which the need may arise from time to time. For this purpose, IL's Customer Training Courses designed to meet the needs of Mechanics, Supervisors and Engineers are available.

RESEARCH & DEVELOPMENT


IL successfully-continues to come up with design solution that meets tomorrow's need today; the self contained R & D CENTRE OF IL is recognized by DC & T for carrying out

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applied research and development activities, in the field of process control instruments for building indigenous technical base and allied equipment.

A Fluid Control Research Laboratory at Palghat with UNDP aid is another step by IL towards strengthening of R&D base. IL's efforts for import substitution have been recognized at the national level too! Resistance Temperature Detector (rtd), Solenoid Valve for nuclear application and optical line terminal equipment (OLTE) are the results of these efforts.

DOCUMENTATION
IL lays great emphasis on documentation from start to finish. Whether you want general technical detailing, product-range-application or specification, literature for planning or training and instruction manuals on individual instruments and completed schemes, you'll find IL's Documentation Center meeting all your needs. Drop in a line stating your requirements and relax. We'll do the rest.  SPACE

 RAILWAYS

Promavtomatika Grozny, USSR Hungarian National Oil & Gas Corporation, Hungary Indian Oil Corporation Ltd., Mathura

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To undertake financial restructuring of the company to be more competitive, To endeavor to achieve reasonable return on investments. To further increase its contribution in the company's value of production and liability, To maintain 10% annual growth in the turnover of the company excluding bought out items. re-evaluate the corporate plan for higher growth and dividend objective.

Productivity:
To ensure optimum utilization of facilities created for manufacture of way signaling system. TO realize greater operational efficiency, improved productivity and higher capacity utilization and generation of internal resources.

Customers:
To achieve and maintain high degree of customer satisfaction with timely slivery of quality, products and services at competitive rates and also establish customer feedback system.

Employees:
To upgrade the quality of human resources and strengthen the technical and managerial competence for growth. To achieve higher levels of safety standards. To restructure the manpower by rationalization. To achieve continuous increase in value addition per employee.

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PRESENT STATUS OF IL
Due to delay in implementing of sanction revival scheme, IL has incurred additional cash losses and suffered badly in terms of business due to acute shortage of working capital. The company has therefore, submitted a proposal for consideration to the administrative ministry. The administrative L ministry that is department of heavy industry, ministry of HI and PE, has |been kind enough to consider the proposal for I Reservation of order by UPRVUNL (Uttar Pradesh Rajya Vidyut Utpadan Nigam Ltd) for Its various projects,

Government guarantees for raising funds from banks / financial institution for reimbursement of additional cash losses. For VRS (Voluntary Retirement Scheme) Steps for JV (Joint Venture) formation of holding unit.

The committee of Ministers has recommended for consideration by cabins. The cabins approval for the proposal will enable the company to utilize its manufacturing capacity, infrastructure, manpower and over-come the working capital shortage. Funds for VRS will ensure realization of manpower. Reimbursement of additional cash losses will enable the company in bridging the working capital deficit. IV formation is expected to provide technology, marketing and finance inputs to the company for its long term viability.

FUTURE OF IL
The future vision of the company has better growth in years to come. A view on some of the following: The sanction revival scheme is in its third year of implementation. Joint Venture formation of Palaghat Unit is at advance stage. Qualified interested parties have completed due diligence activity. Integration of Jaipur Unit with Kota Unit has taken place successfully. 17

 The sanctioned revival envisages liquidation of substantial portion of liabilities out of the proceeds as loan from sale of surplus land has taken place successfully.  The company has achieved the target for manpower, rationalization as per sanctioned scheme; however process of right sizing of manpower strength in commensurate but the business potential will be continued. But now the VR Scheme is stopped for a short-while.  The company has also undertaken various measures for further improvement in its working such as reduction in cost, reduction in salary and waging thought right sizing of manpower, closure of unviable sites, sale of land and building etc. at Sitapur and Malviya Nagar at Jaipur.  Improvement in working capital management.  The company has also pursuing actively the plants for introduction of new products to ensure optimum utilization of existing facilities.  With the implementation of revival package and restructuring business of the company with assured orders from BSNL, NTPC, BHEL etc. In next few years we can hope that the companany can come back to high profitability.

ACHIEVEMENTS
Some of the noteworthy achievements are given below: 1) The company received a major order from WBSEB for restoration of its Santhaldih power project, severely damaged in fire, which had been successfully restored within a very tight schedule of 6 months.

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2) An order of over Rs. 300 lakhs has been received from Corporation Bank for supply of UPS products.

3) Order of Solenoid Valves worth over Rs. 150 lacs received from Nuclear Power Corporation for Kola Unit.

4) Our regular customers have continued their faith and confidence on IL products by placing orders worth Rs. 436 lakhs and Rs.148 lakhs respectively for Control Valves and other Flow elements.

5) The largest rotary Eccentric Control Valve 16" made in the country with in-house design capability. This Valve was supplied to Formosa Plastics, Taiwan.

6) At Palakkad works Cryogenic Valve testing facility established for testing valves up to 6 inches size. Valves can be tested up to minus 196 degree centigrade. Also the developments of new valve bodies with higher CV valve were tested.

7) All the manufacturing facilities at Kota, Jaipur and Palakkad revalidated for ISO 9000 ACCREDITATION.

PERFORMANCE

The company has been able to maintain its operations despite various constraints, mainly the shortage of working capital. In recent years despite challenges the company has been implementing its BIFR approved Sanctioned Scheme and displayed resilience to adopt new economic scenario. Since the implementation of this scheme from 1st April 99 the business has been upbeat. In fact, the current year 19

i.e. 2001 - 02 has been better than previous year for the corresponding period. The company has been able to address the main constraints of high wage bill due to surplus manpower and high interest cost. Both these factors have been brought down by way of rationalization of manpower and financial restructuring and repayments to creditors. The company has been receiving excellent support from the owner i.e. Govt. of India. Further, State Govt. of Rajasthan has also extended support for raising funds through sale of surplus land at Kota complex. This sale is also now in advanced stage for which very goods bids have been secured. With all these achievements that company's business is growing. In the power sector also the company has secured and executed some prestigious orders like Santhaldih project of WBSEB, Obra 6&7 project of UPRVUN during the year 2000-01. IL is finalizing a major order for Roper Power Station of Punjab State Electricity Board.

The company is enjoying technical & business support from business partners. Other business segments could also gauge the company's capability, as it has performed well in supply of state-of-the-art equipments by way of MAX-XL Telephone Exchanges supplied at over 250 locations throughout the country. The diversified field of Railway Signaling and Defense Electronics is also yielding good response. The company continues to maintain cutting edge of competition through adherence to International quality standards, high standards of customer service in its business strong hold of Control Instrumentation and Telecommunications.

TECHNOLOGY UP GRADATION

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As envisaged in the sanctioned scheme, the process on technology up gradation particularly for DDC range, Control Valve range, UPS range and other products are being followed to vigorously. In Telecom field C-dot technology has been fully absorbed to manufacture most advanced Large Size Electronics Switched. The company has further taken actions for acquiring advanced technologies for ISDN feature and Remote Line Concentrator (RLC). For other major product ranges of Distributed Digital Control Systems, the Company is exploring tie-ups with renowned major players in the field. Likewise, for UPS range the Company is pursuing leading manufacturers for introduction of IGBT technology for bigger size Constant Voltage Constant Frequency (CVCS) UPS and mini UPS INCLUDING FRACTIONAL kva RATING AND switch Mode Power Supply (SMPS) for Telecom applications.

FUTURE
The company is poised for better growth in the coming years in view of the following: y The sanctioned revival scheme is in its third year of implementation. Joint venture formation of Palakkad Unit is at an advanced stage. Qualified interested parties have completed due diligence activity. Integration of Jaipur Unit with Kota Unit is also being taken up. The Sanctioned Revival envisages liquidation of substantial portion of the liabilities out of the proceeds as loans from sale of surplus land available with the company at Kota. The Govt. of Rajasthan through Urban improvement Trust, Kota has invited offers and principal approval has been given in the favor of the highest bidder. The Company has achieved the target for manpower rationalization as per sanctioned scheme. However process of right sizing of manpower strength in commensurate with the business potential will be continued.

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With recent approval by cabinet for reservation of Telecom order from BSNL will help the Company to its net worth and financial position.

The Company has also undertaken various measures for further improvement in its working such as reduction in cost, reduction in salary and waging through right sizing of manpower, closure of unviable sites, sale of land &building etc. at Sitapur, Jaipur integration of Jaipur Unit with Kota and improvement in working capital management. The Company is also pursuing actively the plans for introduction of new products to ensure optimum utilization of existing facilities. With the implementation of revival package and restructuring business of the Company with assured orders from BSNL for next years the Company is hopeful of turn around.

(b) (c)

Gangawati Sugar Ltd. Mawana Sugar Works (M,P.)

XI.
(a) (b)

Space
Indian Space Research Organization, SHAR Center, Shriharikota (A.P.) Vikram Sarabai Space Centre, Trivandrum

XII.
(a) (b) (c) (d)

Cement
Cement Corporation of India Ltd. Rasi Cements Shrirarn Cements Dalmia Cement

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y y y y y y y y y

POWER ELECTRONICS AND ENERGY DEFENCE PRODUCT NON CONSERVATIONAL BUSINESS CONTRACT MANUFACTURING AND CALIBRATION SERVICE NEW PRODUCT (TOWER HUMIDIFICATION PLANTS, VENTILATION PLANT, COOLING SYSTEMS) E.R.P, E-TRADING AND I.T PRODUCTS CONTROLVALVES RAILWAY SIGNALING CONSERVATION DRIVERS

CONTROL & INSTRUMENTATION


This is the main area in which IL operates. The company was set up to meet the Control & Instrumentation requirement of Process industries of India. The company dedicates itself to this task with full sincerity to ensure rapid economic development of the country based on timely commissioning of various projects and satisfactory operation/ maintenance of already commissioned projects at a high level of efficiency, availability and plant utilization factor as far as the Control & Instrumentation is concerned. ILs Process control market can be segmented in to Industrial categories such as Power generation, especially Thermal Power Plants, Mining & Metallurgy including Iron & Steel production, Non-Ferrous metals like Aluminum and Copper / Zinc Smelter & Refineries, Petrochemicals including Oil & Gas Production, Chemicals including Pharmaceuticals & Water treatment plant, Cement, Paper, Fertilizers etc. IL has been a saga of success through hard work, vibrant ethos and high level of team spirit. A strong turn-key capability has been established through expertise 23

in System design, Engineering, software development, Manufacturing, Testing, Installation, Commissioning and after sales service. IL can take pride of having supplied Control & Instrumentation Systems on turnkey basis to over 200 Thermal Power stations in Power sector( almost all Electricity Boards & NTPC plants), almost all Steel sector projects ( Bokaro, Bhili, Rourkela, Durgapur of SAIL, Nilanchal Ispat, Vizag Steel plants etc.), and state of the art Digital Control system and other products to Refineries, Oil & Gas. Petrochemicals and Chemical plants ( IOCL Barauni, Guwahati, Mathura, Haldia, Panipat, NRL, BRPL, MRL, HPCL,BPCL, IPCL Vadodara / Nagothane, ONGC Mumbai, GAIL etc.), IL has also entered in to areas like Oil well Instrumentation, Marine Instrumentation etc. to supplement Companies growth.

Thermal Power Plants: IL is the only Indian company which has the privilege of supplying & executing C&I jobs on turn-key basis for thermal power units

ranging from 30 MW to 500 MW through out the country and overseas. IL has also successfully executed the speedy Restoration of the several units which were damaged due to some unfortunate incidents. Thus IL has proven capability of executing not only new Power Projects but also in upgrading of the old C&I system with the State-of-the-art technology. For the large projects IL has supplied DDC System of world-renowned manufacturers like ABB, Seimens, HF Controls and Max Controls. Steel Plants: IL is the only Indian company to have the privilege of supplying & executing the C&I jobs on turn-key basis in almost all the steel plants. IL has done automation job for various mills like Blast Furnace, Coke-Oven Battery, Slab/Strip/Rolling Mills, Wheel & Axle Plants, and Captive Power Plants of Steel Plants. IL has supplied DDC system of world- renowned manufacturers to these

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plants. For small systems PC based system with single loop controllers has been supplied.

Other Process Industries: IL has supplied & executed C&I jobs on turn key basis in Oil Refineries, Cement, Paper, Fertilizer plants etc. In addition to Turnkey jobs IL has been doing retails product sale through Marketing Division and have supplied various types of Instruments to Industry. Various types of Instruments being supplied by IL are: 1. High performance Microprocessor based SMART Pressure & Differential Pressure transmitters 2. High performance Microprocessor based SMART Temperature

transmitters 3. Microprocessor based Single & Multi loop Controllers 4. Microprocessor based multi-pen & multi-point Chart Recorders. 5. Microprocessor based Gas/Liquid Analyzers and pollution monitoring instruments along with sample handling and 6. Conditioning system. 7. CMOS based Integral and Remote type Annunciation systems 8. Flow elements 9. Control Valves 10. Actuators 11. Power Cylinders 12. Control Panels, Desks & racks 13. UPS systems and Chartless

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Power Electronic & Energy Conservation Devices


Being in Control & Instrumentaion field for survey years, it was natural for IL to diversify in related areas of Power Electronic. Asturn key supplier of C&I system, IL used to procure and supply UPS system,so effort were made to enter as manufacturer in this Area.

After UPS production was established, energy saving items like Solar Dusk to Dawn Switching System (SDDS) was developed. Electronic Energy meter is also davalop and is under BS certification before Commercial launch.

Instrumentation limited is manufactructiong Uninterrupted Power Supply (UPS) system for the last 15 year. UPS works are ISO-9001 certified by the renowed certification agency DNV. These UPS system are designed with IGBT in Pulse Width Modulation (PMW) technique and Digital Control Technology suitable for wise range of power requirement both for single and Three Phases.

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These are highly efficient, reliable, low acoustic noise level wiyh excellent economy in installation and operating costs.The products find wide application from industries to banks, hospitals, insurance sectos, computer installation etc. UPS system manufactured by IL are classified in two categories namely Mini UPS and CVCF UPS. i) Mini UPS incorporate IGBT based PWM designed for optimum efficiency for AC/DC conversation and suitable for non-liner loads with built-in Electronic Current Limiting features. These UPS are backed up by maintenance free high quality batteries.The rated capacity available is from 1 KVA to 10 KVA for single phase requirement.

ii)

Constant Voltage Constant Frequency (CVCF)UPS. These UPS are available in wide range from 10 KVA to 600 KVA both for single phase requirement. Use of IPM ensures higher reliability and excellent performance. It guarantees high efficiency of the order of 95% and above and an AC/AC overall conversation effiency of better than 89% thus rendering substantianal reduction in running costs.

iii)

Being IPM based, UPS, special circuits like commutation circuit are not required and therefore, these UPS are compact and light weight and have a low acroustic noise level. Use of floating battery system caters for no interruptions or fluctuations when commercial power supply fails. These UPS are stable against abrupt variations in the load due to their pulse width modulation feature.

Our UPS product are approved by major testing houses and technical consultants like ETDC, Sameer, PDIL, EIL, DCL, Desein etc.

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State of the art manufacturing facility with dust control PCB assembley and static precautions, skilled and qualified professionals, quality tests at all stages of manufacturing, full and exhaustive testing facilities of all parameters ensures product of best quality.

Components used are industrial grade, very good quality connectors, push button, and wires are used and soldering machine. UPS systems are designed for tough Indian environment conditions, after

considering problems being faced by users from other UPS system.

Sales service and dealer network are spread all over the country. thus making it possible to supply and maintain UPS in any part of India . DGS&D rate contract: 1& 2 KVA online UPS with 20 minutes battery backup are also available on DGS&D RATE CONTRACT .

SPK DUSK DAWN SWITCHING SYSTEM (SDDS)


Solar Photo Voltaic Dusk Dawn switching system is an energy saving device used for automatic operation of street lighting system proper use of power and increasing the life of pole lamps for an optimum period.

The system is highly reliable and efficient for year of fiaw less operation.

The operation is based on sensing the ambient light level which actuates the relay to switch on the street light in the evening and switch off in the morning.

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The sensor is hermetically sealed, weather proof and maintenance free, thereby ensuring reliability even in adverse atmospheric condition.

No separate operating time setting for summer or winter are required due to use of solar photo voltaic sensor.

In built protection against line to line ,line to eEarth and line to Neutral is provided .

PROJECT PROFILE MARKETING ORGANISATION OF OTHER COMPANIES HAVING SIMILAR PRODUCTS


INTRODUCTION: It has already been seen that production range of M/s

Instrumentation Ltd. is very wide and services offered are right form conception to erection and, commissioning, M/s Instrumentation Ltd. the leader in the process control field other companies are trying to catch up with M/s Instrumentation Ltd. and are having almost similar organization.

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One more point is to be taken into account is that there is no other company in the market which product range are as of M/s Instrumentation Ltd. There are only two/three other companies which have got the capability of system design to erection and commissioning. Most of the companies competiting against M/s Instrumentation Ltd. for range of products manufactured by them We will categorize the companies competing with M/s Instrumentation Ltd. in two groups.

a)

Companies which are offering full service i.e., right form system design to supply and erection and commissioning.

b)

Companies only marketing single or group of products.

1. MARKETNG ORGANISATION OF M/S BELLS CONTROL


M/s bells control is having registered office at Calcutta. It has two manufacturing units one at Calcutta and other at Mysore. It manufacturer instruments in collaboration with M/s Fox Boro; M/s Fax Boro is having 25% in equity of the company.

PRODUCT RANGE
M/s bells control manufactures pneumatic instruments and gauges at its Calcutta factory instrument and DIDC system are being manufactured at its Mysore factory.

MARKETING STARTEGY
Marketing strategy of M/s bells controls to similar to M/s instrumentation ltd. M/s bells control has also segmented market industry wise. its project division coters to the needs of thermal power plants and steel industries. While other industries are served by branch offices and regional offices.

MARKETING ORGANISATION OF M/S UPTRON


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M/s Uptron is having its head office at Lucknow. It is mainly an electronic company, which manufactures variety of consumer and industries electronics items. Recently it has entered in the process control instruments market. It also manufactures EPABX and giving good competition. However, its product range are very limited and to complete system to get instruments from other suppliers.

PRODUCT RANGE
This comprises of consumer electronics item like television personal computer, indl. Electronics items like EPABX, process control instruments like PLC. Data acquisite system, scanner etc.

MARKETING STRATEGY
Marketing strategy of M/s uptron is similar to that being followed by M/s instrumentation limited, projects decision caters to the need to project requirement from chemical, petrochemical, steel, thermal and other industries, while marketing group does the retail selling. We have seen the marketing set up of two organizations namely M/s bells control M/s uptron. Marketing set up of other suppliers in this category i.e. supplying complete system is almost similar to these. Except that one or two branch offices are more or less.

MARKETING ORGANIZATION OF M/S ROSE MOUNT INDIA LTD.


M/s rose mount India comes under 2nd (second) category of supplying i.e. which few products. This company is Indian subsidiary of M/s rose mount USA. Its registered office is at Bombay. 31

PRODUCT RANGE
Main product of M/s rose mount is electronic pressure level flow and D.P. transmitter. It also supplies pollution monitoring equipment, whole range of equipment required for chemical and oil industries are also marketed by it.

MARKETING STRATEGY
M/s Rose Mount can supply few instrument which dose not complete the system in order to get order it emphasizes on low price and quick delivery.

MARKETING ORGANISATION
Marketing organization consists of hade office at Bombay and wide network of regional and branch offices at following places. Calcutta, Delhi, Madras, Bombay, Durgapur, Guahati, Pune, Vadodara, Visakhapatnam, Ahmadabad,

Secunderabad. Other is booked by their offices and supplies are made from factory.

MARKETING ORGANISATION OF SUPPLIERS FOR EQUIPMENT OTHER THAN PROCESS CONTROL INSTRUMENTATION
Other suppliers in this category also follow the same line i.e., maximum officers for concentrating on follow up with individual customer and order booking. There is very large number of suppliers in this category. They very from very big one line M/s L&T to very small one like M/s RTPL. 32

Most of the suppliers are already in the market for other unrelated and related products with their network of sales and service offices which they utilize for this product range also. Marketing Strategy: This differs from supplier to supplier. Big ones like M/s L&T, M/s Ind. Chem etc. are trying to cover all over India, while smell ones Like M/s Kalindi, M/s RTPL are concentrating one or two areas for effective marketing. Rule of the game for this type of product is low price, fast delivery and efficient after sales service. To achieve this, many companies like M/s L&T are using to fullest extent their large network of stockiest. Dealers, service centre etc. Which already exists for other proud range. Most of the companies are setting up more & more sales offices for regular contact & follow up with potential customer. Some suppliers of EPABX like M/s L&T & M/s upturn are trying to attract customer by supplying complete system i.e., both exchange telephone of their own make with package or erection commissioning.

COLLABORATORS
In search of excellence, IL has gone in to technical collaboration with a number of renowned international companies for the manufacture of advanced instrumentation systems:

Japan
1. Fuji electric co. ltd. 2. Tokyo Keiso 3. Yamatake Honeywell 4. Toshiba corporation 5. Kyosan electric mfg. co. ltd.

U.K.
1. ABB Kent- Taylor ltd. 33

2. August system ltd.

FRANCE
1. ETSL Bernard 2. Segault SA

GERMANY
1. Dr. Thieding co. 2. Mannesmann Hartmann & Braun

IRELAND
1. Westing house electronic

ITALY
1. Nuovo Pignone

INDIA
1. C-Dot. 2. Indian institute of technology (IIT) 3. Indian space research organization (ISRO) 4. Department of electronics (DEO) 5. CSIR These all are coupled with its own R&D breakthrough, this technological boost has placed the company at per with the best in the world.

PRODUCT RANGE
Instrumentation ltd. has a very immense and comprehensive product range and system design criteria. The basic products of IL are as follows:

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1. CONTRONIC E PROCESS CONTROL SYSTEM CONTRONIC 3 AUTOMATION SYSTEM WITH INTERGRATED INFORMATION SYSTEM.
The CONTRONIC range of distributed digital process control system is manufactured in technical collaboration with M/s MANNESMANN HARTMANN & BRAUN WEST GERMANY. It is a modular, VDU guided process control system adapted to the energy market for all tasks in the area of automation and process management. Process oriented and proven automation concept for the area of firing i.e. optimization .ensure high efficiently of the plant. The system is also ideally suited for thermal and nuclear power, water treatment, metallurgical and desalination plants.

2.

FAULT TOLERANT CONTROL SYSTEM-FICS

Fault tolerant control system, being manufactured in technical collaboration with august system,UK is ultra reliable control designed for use in critical industrial, control, safety shutdown and monitoring applications. It can used as a stand-alone control system or be part of a distributed process control system.

3. MICRO PROCESSOR BASED DISTRIBUTED DIGITAL CONTROL SYSTEM STARDIC


The STARDIC microprocessor based distributed digital control system manufactured in collaboration with M/s Toshiba corporation, Japan caters to 35

the need of flexible and comprehensive process plant instrumentation and controls to obtain energy conservation , improved productivity and quality, increase yield and safe innovation operational techniques.

The STARDIC distribution system is flexible and can be utilized in small, medium or large scale application. The system architecture deally fits process automation where a plant expands physically and functionally involving several phases while still maintaining single loop integrity.

4. ELECTRONIC TRANSMITTERS
ELECTRONIC CELL TRANSMITTER, being manufactured in technical

collaboration with M/s FUJI JAPAN, is of capacitance type, used for measuring pressure, differential pressure, flow rate, liquid level and other process variables. It employs a unique floating cell structure and is available in various compact models with wide measuring ranges.

5.

GAS

ANALYSERS

AND

POLLUTION

MINOTORING

INSTRUMENTS.
It manufactures GAS ANALYSERS and POLLUTION MONITORING

INSTRUMENT in technical collaboration with M/s MANNESMANN HARTMANN AND RAUN, WEST GERMANY. The range covers almost all types of online gas analysers viz paramagnetic, infrared, thermal conductivity and pH analysers ILs gas concentration measurement instrument function mainly on physical principles. Their robust design allows these to withstand the stress and strain of every day industrial operations and can be employed to identify noxious concentrations of environmental atmosphere.

36

I.L. also offers


(i) Zirconia probe oxygen analysers in collaboration with WESTINGHOUSE. (ii) Dissolved Oxygen &H/drazene Analysers Model Oxflux-4 (Oxytrace-4 in

collaboration with Dr. Thieding & Co. WEST GERNANY. (iii) Steam and West Analysis & System (SWAS).

6. MICO PROCESSOR-BASED RECORDERS/CONTROLLER


I.L. now offers microprocessor based recorder in technical collaboration with M/s ABB KENT, U.K. The microprocessor- based strip chart recorder is designed to provide recording of upto six input channels in a compact instrument with improved accuracy, reliability and ease of programming. Besides Strip chart Recorders this range also includes Circular Chart Recorder and Digital Display Controller.

7. CONTROL VALVES
I.L. manufactures a wide variety of control valves viz. globe, butterfly, angle, the away, below sealed, flowing, micro flow, top and bottom guided, double seated, low noise etc. to cover all conceivable application in technical collaboration with world renowned M/s YAMATAKE HONEYWELL, JAPAN. Pneumatic and electrical actuators are also available.

8. SAFETY RELIFE VALVE

37

The SAFETY RELIEF VALVES are manufactured in technical collaboration with M/s NUOVO PIGNONE, ITALY, the world leaders in the design and manufacture of safety relief valves. They give prompt relief at the exact pressure for which they have been set and are available from 1/2 to 10 with pressure rating of 150-2500 ANSI.

9. LARGE SIZE SOFT SEATED BUTTERFLY VALVES


Confirming to American water works association standard, these valves are the beast choice as isolation valves for water and gas applications. Ensuring bubble tight closure, due to soft seating, these are available in wide range of sizes up to 2400 mm and materials to suit any process requirements.

10. RAIL WAY SINGNALLING SYSTEMS


I.L. has achieved a high degree of excellence in designing, manufacturing, supplying installation, testing and commissioning of railway signaling systems comprising of panel interlocking, route relay interlocking, colours light signaling, etc. the complex circuit design for these system are carried out on computer aided systems. The manufacturing range of I.L. in technical collaboration with KYOSAN ELECTRIC MANUFACTURING CO. JAPAN, include various types of signaling relays, track circuits, audio frequency track circuit equipment, modernized system like CTC, SSI etc.

CONTROL PANELS AND DESKS


For electronic and pneumatic instruments in different types, colours and finished to suit the customers specific requirements.

11. ANNUNCIATORS
CMOS based annunciators based on its in house R&D, are available in integral, will mounting and remote configuration featuring all standard requirements.

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12. DISITAL SWITCHING SYSTEMS


The digital switching system being manufacturing are based indigenously developed C-DOT technology. ELECTRONIC PRIVATE AUTOMATIC BRANCH EXCHANGE (EPABX). The system includes 128 p and 256p exchange, working in digital environment which ensures high reliability and speed.

RURAL AUTOMATIC EXCHANGE (RAX)


128 P RAX has been designed to work as terminal exchange to enter the requirement of rural area interfused with all types of switching equipment working in Indian telecom network.

MAIN AUTOMATIC EXCHANGE (MAX)


The manufacture of MAX has been started from early 1991 MAX is mainly used for local, tandem &transit applications for rural Urban & Metropolitan area.

13. VALVE STAND FOR STEEL MELTING SHOP


In order to improve the productivity to open heart furnace & to reduce fuel consumption, a valve stand consisting of various type of valves, flow meters, pressure switches, alarm& annunciation system etc. is being designed & manufactured for supplying to steel plants. It is basically used in open heart furnace to reduce lead time to carbon. Thus equipment helps to reduce fuel consumption & time taker to convert pig iron ton steel.

14. TANK LEVEL GAUGING SYSTEM


Tank level Gauging System is manufactured with know how from TOKYO KEISO Co. JAPAN these incorporate state of art features. A microprocessor controlled stepping motor high resolution, stability & durability over long operating periods resulting in the higher sensitivity, higher liquid following speed & reduction of hysteretic. 39

The two microprocessor operation offer separate multifunction measurement & data prosing. Safety & reliability is assured cross-checking & self diagnosis routines. A person has a choice of data communication through conventional data transmission, 2-way wire serial communication or data transmission via optic fibers.

15. CONTROL VALVES FOR HIGH PRESSURE DROP]


Control valve for High Pressure Drop is so designed to divide a large into many stages by the special construction of the plug & cage there by preventing occurrence of cavitations.

16. ELECTRICAL ACTUATOR


Electrical actuators are manufactured in technical collaboration with M/s BERNARD, FRANCE. These actuators are available for on-off duty modulating duty with accessories like electrical position transmitter, electronic positioning unit, torque switches, limit switches & hand wheel for manual operation.

17. LOW NOISE VALVE


Valve plug is designed in such configuration that it produces no torque vibration. Further valve plug is held directly inside the caf so that it resists the vibration and wear due to incorporator of modular concept in design and construction the component are interchangeable with those of standard cage valves.

18. SPECIAL BELLOW-SEALED VALVES FOR NUCLEAR SERVICE


I.L has been supplying special bellow- sealed valves for radioactive or toxic fluid to environment. Recently I.L has entered in to technical collaboration with M/s SEGAULT S.A., FRANCE for manufacture of various types of bellow sealed valves for use in process plant and nuclear plant. 40

19. PNEUMATIC CONTROL DRIVES


Pneumatic control drives is designed for high reliability, double acting piston cylinder actuators are very versatile in construction and very effectively use for movement of dampers ID/FD fans, burner tilt etc. these cylinders are designed for modulating duty, accepting standard pneumatic signal 4.2 to1.0hg/cm .

COMPANYS AREA OF OPERATION


1. Instrumentation Ltd. is a Govt. of India enterprises specializing in the turnkey Process Control Instrumentation to record, monitor and control process parameters i.e. temperature flow pressure, level etc. in process industries. Instrumentation Ltd. takes total responsibility for engineering, manufacturing , erection and commissioning of instruments with a back up after sales

service. It is a medium size electronic, engineering industry having a very wide product mix, having vast variety of mechanical, electro mechanical, and electronics item. y Apart from manufacturing activities a system design group was established even before the production started, to develop design capabilities to suit almost all process industries, and in this process has also acquired expertise in erection and commission.

Almost 60% of the thermal power plants and 80% of steel plants are functioning with instrumentation ltd. instrument. * In the beginning more emphasis was on thermal power plants. Most of the order was received on turkey basis from these industries. Later on importance of other sectors of industries was also realized and due importance was given.

20. UNINTERUPTIBLE POWER SUPPLY SYSTEM (CVCF UPS)


41

The transistor state of the art UPS system, being manufactured in technical collaboration with world renowned M/s FUJL electric co. Japan. Ensures a high quality uninterrupted power supply to the control and instrumentation, computer installations and many other vital applications in the process industries, communication system, hospitals etc.

2. MINI UPS
MINI UPS being manufactured in technical collaboration with world renowned M/s FUJL ELECTRONIC CO. JAPAN is ideally suited for computer applications. The system provides protection against power book out power disturbances and electronic nolses, the system employs state of the art technology using MOSFET in PWM control technique. As result, very high frequency switching is achieved. IL mini UPS is truly on line type and supplies regulated power to critical load at all times. In order to serve the complete market of process control industries. IL has segmented the market industry where thermal power station and steel plants are put in one group and are served by commercial unit.

Other industries like oil refineries, fertilizers, chemical, petrochemicals, cement, paper, non ferrous metals etc. have been included in other segment, which is being served by marketing unit.

To meet the requirement of these industries IL has wide range of electronic and pneumatic, transmitting, recording, indicating and controlling instrument. IL has wide range of instrument for pollution monitoring and controls. In order to meet the requirement of uninterrupted power supply IL makes UPS with latest technology.

Instrumentation ltd. manufacture very comprehensive range of control valves which includes globe age butterfly safety valves etc. and allied accessories. 42

In addition to meet the requirement of process industries. IL makes many other types of instruments. Instrumentation ltd. develops and manufactures various types of equipment required for defense forces, these includes 15 line field exchange,

telephone LRF, suppression kit etc.

Instrumentation ltd. also develops and manufactures special type of instruments for department of atomic energy. Then include special type of RTD solenoid valves for nuclear power station. Instrumentation ltd. as started manufacturing EPABX (electric exchange) with CDOT technology to meet the need of the modern office communication requirement of rural areas.

Instrumentation ltd. also marketed the product which are not manufactured by it, but required to complete the system supplied by it to the various customers.

Instrumentation ltd. also sales some product of its collaborators on agency basis Instrumentation ltd. was given more emphasis on turkey orders earlier retail orders were on second place. However recently more importance is being given to retail order is also increasing rapidly and is almost 40% of the turnover of the company. To ensures a high quality uninterrupted power supply to the control and instrumentation, computer application and many order vital application in the process industries, communication system hospitals etc. company manufactures the transistorized state of art UPS systems:

Mini UPS being manufactured by the company for protection against power blank out power disturbance and electric nosier.

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PRODUCT MARKET
The product which are manufactured by instrumentation ltd. are used in industrial categories such as power generation especially thermal plants, petrochemicals, including 0 1 and gas production , chemicals including pharmaceuticals, cement, paper, mining and metallurgy including iron and steel production and non ferrous metals like aluminum and copper smelting and refining.

The list of the customer using product of instrumentation ltd. is as follows.

1.
(i) (ii) (iii) (iv) (v) (vi) (vii) (viii) (ix) (x) (xi)

POWER
National Electricity, Board, Malaysia. Ahmadabad Electricity Company. Andhra Pradesh Stats Electricity Bored. Bharat Heavy Electricals ltd. Delhi Electricity Supply Undertaking. Gujarat Electricity Board. Madras Atomic Power Project. Rajasthan Stats Electricity Board. Kota Thermal Power Station. Tata Honeywell Pune. Burn Standard Co. Ltd.

2.

STEEL

44

(i)
(ii)

Esfahan Steel Plant

(IRAN)

Steel Authority of India Ltd. (SAIL) (a) Durgapur (b) Bhilai (c) Bokaro (d) Raurkela (e) Salem

(iii) (iv) (v) (vi) (vii) (viii) (ix) (x) (xi)

Heavy Engineering Corporation(HEC) Indian Iron and Steel Co. Ltd. Mishra Dhatu Nigam Ltd. Tata Iron and Steel Co. Ltd.(TISCO),Jamshedpur Ukal Machinery Ltd. Engineering Project India Ltd. Nagarjuna Steel Company VISL Bhadravati. Best And Crompton

3. REFINERIES
(i) (ii) (a) Hungarian National Oil Gas Corporation , Hungary Hindustan Petroleum Corporation Ltd. Visakhapatnam (b) Bombay

(iii) (iv) (v) (vi)

Bharat Petroleum Corporation Ltd. Madras Refineres Ltd. Cochin Refineries Ltd. Indian Oil Corporation Ltd. (a)Mathura Refinery (b) Barauni Refinery (c) Haldia Refinery (d) Guahati Refinery (e) Gujarat Refinery (f) Digboi Refinery (g) Delhi Refinery

(vii) (viii) (ix) (x)

Oil India Ltd. Bongaigaon Refinery and Petrochemical Ltd. Pragati Engineering (p) Ltd. Indian Institute of Petroleum ,Dehradun

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4. OIL AND NATURAL GAS


(i) (ii) Oil and Natural Gas Commission (ONGC) Gas Authority of India Ltd. (GAIL)

5. PERTROCHEMICALS

(i) (ii) (iii) (iv) (v)

Indian Petrochemical Corporation Ltd. Vadodara. Ethopian Petrochemical Corporation, Addisababa. Maharashtra Gas Cracker complex, NGOTHANE Consolidated fiber and chemicals Ltd. Petrifies Ltd.

6. CHEMICALS
(i) (ii) (iii) (iv) (v) (vi) (vii) (viii) (ix) (x) Gujrat Alkalies and Chemical Ltd. Vadodara Hindustan Organics &Chemicals Ltd. Rasayni Indian Organic &Chemicals Ltd. Madras DCM Chemical works Dharamsi Morarji Chemical. Tata Chemicals Shaw Wallace & Co. Indian Explosives Ltd. Hindustan Photofilims Ltd. I.C.I. India Ltd.

46

(xi)

King chemicals Ltd.

7. FERTILIZERS
(i) (ii) (iii) (iv) (v) (vi) (vii) (viii) (ix) (x) (xi) Zaria Agro Chemicals Ltd. GOA. SPIC, Tuticorin. The Fertilizer Corporation of India Ltd. Shriram Fertilizers Kota Rashtriya Chemicals and Fertilizers Krishak Bhatia Cooperative Coromandal Fertilizers Fact Engineering &Design Organization. Indo Gulf Fertilizer, Jagdishpur National fertilizers Ltd. Project Development India Ltd. Sindri

8. ATOMIC ENERGY
(i) (ii) (iii) Department of Atomic Energy, (DAE) Nuclear Power Corporation of India ltd. Khammam Chemical Refinery.

9. CEMENT
(i) (ii) (iii) (iv) (v) Cement Corporation of India Ltd. (CCI) Associated Cement Works. Andhra Cement Works Ltd. Shriram Cements. Manglam Cement Ltd. Morak 47

(vi) (vii) (viii) (ix)

Nihon Nirman Cement Ltd. Nagor Shri Vishnu Cement Ltd. Mysore Cement Ltd. Orient Cement Ltd.

10. PHARMACEUTICALS
 Indian Drugs & Pharmaceuticals Ltd. (a) Hyderabad (b) Muzaffarpur (c) Rishikesh  Hindustan Antibiotics Ltd.

11. MINERALS AND METALS


(i) (ii) (iii) (iv) (v) (vi) (vii) (viii) (ix) (x) (xi) Heyveli Lignite Corporation National Mineral Development Corporation Graphite India Ltd. Hindustan Copper Ltd. Hindustan Zinc Ltd. Hindustan Aluminum Corporation Bharat Aluminum Corporation Indian Aluminum Co. Ltd. Mata Powder Co. Ltd. Engineering Projects Indian Ltd. Minerals and Metals Trading Corporation

12. SUGAR
(i) (ii) (iii) (iv) Mawana Sugar Works (MP) Gangawati Sugar Ltd. Daurala Sugar Works (UP) Kallakurichi Co-operative Sugar Mills.(T.N.) 48

(v)

Andhra Sugars (A.P.)

13. TEXTILES
(i) (ii) (iii) (iv) (v) (vi) (vii) (viii) (ix) Gwalior Rayon Silk Mfg. (Wvg) Co. Ltd. Nadga Modipon Ltd. Baroda Rayon Corporation Ltd. Garware Synthetics Ltd. J. K. Synthetics Ltd. Indian Oxygen Ltd. Grasim Industries Ltd. JCT Ltd. Pashupati Acrylic Ltd.

14. RAILWAYS
(i) (ii) (iii) (iv) (v) (vi) North Eastern Railways Western Railways Central Railways South Central Railways Northern Railways Eastern Railways

15. PAPER

(i)

Hindustan paper Corporation Ltd. (a) Jessop &Co. Ltd. (c) Eastern Paper Mills Ltd. (b) Utkal Machinery Ltd.

(ii)

Titagarh Paper Mills Ltd. 49

(iii) (iv) (v) (vi) (vii) (viii)

Andhra Paper Mills Ltd. Security paper Mills Straw Products Ltd. RAYAGADA Mysore Paper Mills Star Paper Ltd. SAHARANPUR Modern Agencies

16. SPACE
(i) Indian Space Research Organization SHAR, Centre, Shri HARIKOTA, (A.P.) (ii) Vikram Sarabhai Space Centre TRIVANADRUM.

17. OTHERS

(i) (ii) (iii) (iv) (v) (vi) (vii) (viii) (ix) (x) (xi) (xii) (xiii) (xiv) (xv)

Control System. Council of Scientific and Industrial Research. Corporation Bank. Department of Telecommunications, New Delhi. The Tribune Trust, Chandigarh. Malviya Engineering Collage, Jaipur. Delhi Transport Corporation, Delhi. Rajasthan Tourism and Development Corporation, Jaipur. Umed Hospital, Jodhpur. Hindustan Aeronautics Ltd. Siemens Ltd. New Delhi. Upton India Ltd. Haryana Gless Sheets Ltd. Sonipat. Kinetic Technology of India, New Delhi. Okhla Water Works, Delhi 50

So many other companies are also using there products.

PROJECT MANAGEMENT CAPABILITY

When I.L. takes up project, it is not just the schemes and system of the instrumentation, but the rendering of all updated technology, innovative thinking and professional experience. Beginning from system design they go on to final commissioning and customer training. This is often done by using Critical Path Analysis techniques, PERT / Cost network and similar systems. The project team is responsible for all commercial and technical aspects, backed by all the companys resources and facilities.

MANUFACTURING
Instrumentation Ltd. manufacture is range of over 600 product varieties at the Kota, Jaipur and Palghat plants.

Accuracy and reliability being the aim the manufacturing facilities include modern assembly shops, comprehensive machine shops equipped with N.C. machines, plastic moulding, die-costing, electroplating and special facilities of panel manufacturing at Kota.

A modern flow laboratory to conduct seat leakage test, latest facilities for stage by stage and calibration, and to check operation of products under simulated conditions, are available.

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3. RESEARCH METHODOLOGY
Research methodology is a framework, 'a blue print for the research, which guide the collection and analysis of data. Research methodology is being framed in order to achieve the research Objectives. It is an expression of what is expected of the research exercise interms of result and the analytical input need to convert data into research indings. Research methodology minimizes the degree of uncertainly involved in the management decisions. Research lays the structure for decision-making. The most vital function of management in an organization is to minimize risk and uncertainty through systematic decision-making. Better decision result from the effectively and timely utilization of right information about the consumers, dealers, competitors and others. So for making effective decision research play and important role and provide the right information about consumer, dealers, competitors etc. to the management. Research in common parlance refers to search for knowledge. Research as scientific and systematic search for pertinent information on a specific topic. Research is thus, an original contribution to the existing stock of knowledge making for its enhancements. In short the search for knowledge trough objective and systematic method of finding solution to a problem is research. Research is a systematic gathering, recording and analyzing of data about problems. In other words we can say that research comprises defining and redefining problems, formulating hypothesis or suggested solution; collecting, organizing and evaluating of data; making deduction and reaching conclusions; and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis.

52

Significance of Research
Research inculcates scientific and inductive thinking and it promotes the development of logical habit of thinking and organization. y The role of research in several fields of applied economics whether related to business or to the economy as a whole; has really increased in modern times. y Research provides the basis for nearly all government policies in our economic system. y Research has its special significance in solving various operational and planning problems. y Research is equally important for social scientist in studying social relationship and seeking answers to various social problems.

3.1TITLE OF STUDY
To determine Marketing Strategy of Instrumentation limited

3.2 DURATION OF STUDY: The duration of the project training was 45 days undertaken to accomplish the title from June 23,2010 t0 Aug 6,2010 Research in common parlance refers To Search for Knowledge. Data had been collected by primary& secondary methods. Research Methodology is a way to systematically solve the research problem.

53

The study of Research Methodology gives the student the necessary training in gathering material & arranging them.

3.3 OBJECTIVES OF THE STUDY


Objective One y y To determine and study of marketing strategy To provide the company with information of marketing strategy needed for formulating success and proper business for a organization.  To know different ratios available for a Businees firm for formulating its

business.

Objective Two y y y To determine the feedback on services provided by IL. To study the types of benefits provided by IL products and services. To determine the use of valuable information and decision-making process.

Research Process
To carry out research effectively, it has to be proceeded by series of actions or steps.

54

RESEARCH COMPRISE OF FOLLOWING STEPS: -

Formulating the research problems

Research Design

Sample Design

Fact Finding

Procedure for conducting research

Analysis of data

Conclusion

Preparing the Research Design


The function of research design is to provide the collection of relevant evidence with minimum expenditure of effort, time and money.

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Research Design

Type of research

Observational Design

Sample Design

3.4 TYPES OF RESEARCH

Research design involves a general plan of how to go about answering the research questions set keeping in mind the research objective. Quantitative research technique was used for the project. This was intentionally done because the units in which the factors were organized were in quantitative terms. Exploratory research design was used for this project. The main purpose of this research is to interact with retailers and to know the satisfaction level by the quality of services being discovering of rendered by different telecom service providers. The major emphasis is on discovering of ideas and insights.

Descriptive research. It includes surveys andfact-finding inquiries of different kinds. The major purpose of descriptive research is the description of state of affairs, as they exist at present. There is no control over the variables and only the cause's can be discovered.

56

RESEARCH METHODS
Conventional Methods used under this kind of research design are:     Developing plans for the research Drafting questionnaire Survey Analyzing and interpreting the results.

Here I have used method of research-based survey. The telecom ASCs are my research subjects.

Advantages
   It is fast and easy to comprehend It can get good result even with a small sample size. It gives the research the necessary flexibility to get a deeper

understanding of the respondents. Fellow:  Null Hypothesis- H0 : Customer& ASC are satisfied

Alternative Hypothesis- H Customer & ASC are not Satisfied

3.5 METHODS OF DATA COLLECTION


DATA COLLECTION The task of data collection begins after a research problem has been defined & research design/plan checked out. While deciding about the method of data collection to be used for the study, the researcher should keep in mind two type of data.

There are two types of data: Primary Data Secondary Data 57

Collection of Primary Data:


It is collected afresh & for the first time, thus happens to be original in character. Primary data is collection of data through Interview method, Observation method etc.

Collection of Secondary Data:


These are those data which have been already been collected by someone else & which have already been passed through the Statistical process. Secondary data was collected through Annual Reports & the Brochures of Instrumentation Limited.

3.6 SCOPE OF THE STUDY


A big boom has been witnessed in urea and cement Industry in recent times. A large number of new players have entered the market and are vying to gain market share in this rapidly improving market. This is a limited study which takes into consideration the responses of 100 people. This data can be explorated to take in the trends across the industry. The significance for the industry lies in studying these trends that emerge from the study. It is a rapiddly changing and evolving sector. People are only beginning to wake up to its vast possibilities. A study like this can attempt to guide the future of the industry based on current trends. To facilitate and provide all the useful information of the student, the company, and industry and also provide marketing ways, methods of IL. Being in Control & Instrumentaion field for survey years, it was natural for IL to diversify in related areas of Power Electronic. Asturn key supplier of C&I system, IL used to procure and supply UPS system,so effort were made to enter as manufacturer in this Area.

58

After UPS production was established, energy saving items like Solar Dusk to Dawn Switching System (SDDS) was developed. Electronic Energy meter is also davalop and is under BS certification before Commercial launch.

Instrumentation limited is manufactructiong Uninterrupted Power Supply (UPS) system for the last 15 year. UPS works are ISO-9001 certified by the renowed certification agency DNV. These UPS system are designed with IGBT in Pulse Width Modulation (PMW) technique and Digital Control Technology suitable for wise range of power requirement both for single and Three Phases.

These are highly efficient, reliable, low acoustic noise level wiyh excellent economy in installation and operating costs.The products find wide application from industries to banks, hospitals, insurance sectos, computer installation etc. UPS system manufactured by IL are classified in two categories namely Mini UPS and CVCF UPS.

3.7 LIMITATION OF THE STUDY

1. The research is confined to a certain parts of Sardarshahar and does not necessarily shows a pattern applicable to all of Country. 2. Some respondents were reluctant to divulge personal information which can affect the validity of all responses. 3. In a rapidly changing industry, analysis on one day or in one segment can change very quickly. The environmental changes are vital to be considered in order to assimilate the findings.

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4. FACTS AND FINDINGS


1. The maximum office work is done on paper or documents. 2. Market position of the Instrumentation Limited is excellent 3. Customers are satisfied by the IL products & services. 4. Demands of the Instrumentation Limited products are high. 5. Manpower is excellent and highly qualified. 6. Competition is increasing from new entrants in C&I field. 7. Not able to invest technology because of less volumes

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5. ANALYSIS AND INTREPRETATION


Q.1 How is the demand of I.L. products in the market ? Response Excellent Moderate Less Very Less Total Respondents 30 17 9 4 60

Demand of I.L Product.


35 30 Respondents 25 20 15 10 5 0 Excellent Moderate Less Very Less Response 9 4 17 Respondents 30

Interpretation: After study of the above chart in which out of 60 respondents and 30 give excellent and 17 says moderate while 9 less and 4 respondent very less. The overall conclusion above data is that the demand of the I.L product has excellent.

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Q.2

What is market position of I.L.?

Response Excellent Moderate Less Very Less Total

Respondents 43 11 6 0 60

Market position of I.L.


50 Rs o d n e p n e ts 40 30 Respondents 20 11 10 0
Excellent Moderate Less Very Less

43

6 0

Re sponse

Interpretation: After study of the above chart in which out of 60 respondents and 43 give excellent and 11says moderate while 6 less and 0 respondent very less. The overall conclusion above data is that the market position has excellent.

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Q.3 What is the quality of material used in production ?

Response Excellent Moderate Less Very Less Total

Respondents 37 13 6 4 60

Quality of material.
40 35 Respondents 30 25 20 15 10 5 0 Excellent Moderate Less Very Less Response 13 6 4 Respondents 37

Interpretation: After study of the Above chart in which out of 60 respondents and 37 give excellent and 13says moderate while 6 less and 4 respondent very less. The overall conclusion above data is that the quality of material has excellent.

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Q.4 What about the price level of material procured for production ?

Response Very price competitive High price No concern about price Dont know Total

Respondents 40 15 4 1 60

Price level of material procured.


45 40 35 30 25 20 15 10 5 0 40

Respondents

15 4

Respondents

Very price competitive

High price

No concern Dont know about price

Response

Interpretation: After study of the Above chart in which out of 60 respondents and 40 give very price competitive and 15says high price while 4 no concern and 1 respondent dont know.The overall conclusion above data is that the price level of material procured has very price competitive.

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Q.5

Are you satisfied with the company's production and turnover ?

Response Yes No Yes,but need for further increase Cant say Total

Respondents 38 8 12 2 60

Satisfied with companys production and turnover.


40 35 30 25 20 15 10 5 0 38

Respondents

12 2

Respondents

Yes

No

Yes,but need for further increase

Cant say

Response

Interpretation: The overall conclusion above data is that the 38 employees give respondents has yes.

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Q.6 Do you think that customers of I.L. products are highly satisfied with the product?

Response Yes No Total

Respondents 50 10 60

Customers of I.L.products are highly satisfied with the product.


60 Respondents 50 40 30 20 10 0 Yes Response No 10 Respondents 50

Interpretation: The overall conclusion above data is that the 50 customers give respondents has yes and 10 respondents no and satisfied with the product.

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Q.7 State any resource because of which turnover of I.L. product are increase/decreased in last few year.

Year 2004-05 2005-06 2006-07 2007-08 Total

Data (Rs.inCrore) 23 20 15 21 79

Turnover of I.L.products.
25 D ta (R a s.inC rore) 20 15 15 Data (Rs.inCrore) 10 5 0 2004- 2005- 2006- 200705 06 07 08 Year 23 20 21

Interpretation: The overall conclusion above data is that 23 crr. in 2004-05 and 20 crr. In 2005-06 and 15 crr. In 2006-07 and 21 crr. In 2007-08.

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6. SWOT ANALYSIS
The abbreviation SWOT stands for S W O T Strengths Weakness Opportunities Threats

So the SWOT Analysis of the company reflects is internal efficiency & inefficiency and its external favourable or unfavourable atmosphere with in which it operates. The strength and weakness are concerned with the operations of the company, whereas the opportunities and threats are the business environmental factors that are beyond the control of the company. After observation the company during the project work and has collected information from Management of Instrumentation Limited, following analysis has been done:

Strength:
1. Policy adopted is good, full proof system of buying, good industrial relations. 2. Manpower is excellent and highly qualified. 3. Organization structure, rules etc. are well systemized. 4. Infrastructure is excellent & probably best in industry. 5. Well established and documented procedure with well defined delegation of powers at various level of Management.

Weakness
1. 2. Overly dependence on laid down procedures. People are not aware of the latest marketing techniques like multilevel marketing, tele marketing, segment marketing etc. (5th P of marketing is packaging). 68

3.

Improper utilization of latest tools which leads to more and more paper work.

4.

No effective mechanism of gathering competitors information & hence unprepared for facing MNCs.

Opportunities:
1. Huge market potential for all the products of I.L. 2. Low cost new machines are available which can improve product quality and competitiveness at marginal cost. 3. Huge demand in allied fields gives opportunities of diversification. 4. Lowering of custom duties makes import of Raw Material cheaper, hence can procure material from foreign vendors. 5. F-procurement can lead to lowering of costs.

Threats
1. Working capital is not adequately available resulting into delay in manufacturing due to which some customers deduct liquidated damages. 2. Obsolation of technology and component is very fast. 3. Not able to invest technology because of less volumes. 4. Competition is increasing from new entrants in C&I field.

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7. CONCLUSION
 The marketing strategy of IL is almost negligible in the present context. In the beginning when IL had monopoly in C&I sector they exported even systems for C&I of Thermal power plants to Malaysia. But subsequently there were no such . It has been noted that in the early 90s some exports were made to National Iranian Steel Corporation which involved mainly junk recycled pertaining to first generation Russian inventory. This could be possible because NISC was based on first generation Russian equipments. So customer had replacement requirements.  Marketing strategies adopted by I.L is good industrial relation.  Huge demand in allied fields gives opportunities of diversification.  Improper utilization of latest tools which leads to more and more paper work.  People are not aware of the latest marketing techniques like multilevel marketing, telemarketing, segment marketing etc. (5th P of marketing is packaging).

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8. RECOMMENDATION AND SUGGESTIONS


y IL lost market share mainly because they could not timely update technology and product range. It is therefore suggested that IL must review their product range in the light of present market scenario. Accordingly they may go for appropriate business partners.

IL was gathered that at one time merger of IL and BHEL was being considered. This could not be done due to opposition from employees and then the management. It is suggested that this should be reconsidered so that BHEL can offer ILs C & I system as a package along with their boilers and turbines.

IL should make serious efforts to liquidate their non-moving inventory which has already been written off. This will provide some revenues.

It was noted that a large amount is lying uncollected against their bills. This is only due to complacency. Present management can make all out efforts to recover their dues. This will improve financial health of the company.

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9. APPENDIX QUESTIONNAIRE
This questionnaire is being circulated for surveying the extent of information the employees of Instrumentation Ltd. have about their company, their level of satisfaction and the opinion they have about IL. 1. 2. 3. Q.1 Employee's Name : ______________________ : ______________________

Department of the Employee Designation :

______________________

How is the demand of I.L. products in the market ?

(a) (b) (c) (d)

Moderate Excellent Less Very Less

Q.2

What is market position of I.L. ?

(a) (b) (c) (d)

Good Moderate Poor Can't Say

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Q.3

What is the quality of material used in production ?

(a) (b) (c) (d)

High Quality Moderate Quality Better Quality Low Quality

Q.4

What about the price level of material procured for production ?

(a) (b) (c) (d)

Very price competitive High priced No concern about price Don't know

Q.5

Do you the I.L. employee's satisfied about the market process of the I.L. Company?

(a) (b) (c)

Highly Moderate Low

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Q.6

Do you the I.L. Employee's wants to modify the present market process adopted by the I.L. Company.

(a) (b) (c)

Yes No Can't Say

Q.7

Do you the I.L. Employee's aware about the import process of the I.L. Company ?

(a) (b) (c)

Yes No Can't Say

Q.8

Do you the I.L. Employee's think that the present market process of the I.L. fulfill the objective of the organization ?

(a) (b) (c)

Fulfill Not Fulfill Can't Say

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Q.9

Do you think that customers of I.L. products are highly satisfied with the

product? (a) Yes (b) No

Q.10 Are you satisfied with the companys production and turnover ? (a) Yes (b) No (c) Yes,but need for further increase

Q.11 State any resource because of which turnover of I.L. product are increase/decreased in last few year.

Q.12 Are you satisfied with the marketing procedure and procurement policy adopted in I.L. ? Say yes or no if no please give comments in 20 words. ___________________________________________________________ _______

Q.13 Please write in 20 words your ideas/suggestions for improving the performance of the company. ___________________________________________________________ _______ ___________________________________________________________ _______

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10. BIBLIOGRAPHY
Books
1. Aakar David Market Research John Willy & Sons Publication Second Edition 2007 2. Barley Fundamental of Investment Pearson Publication Third Edition 2009 3. Chandra Prasanna Fundamental of Financial Management- Tata McGrewHill -Third Edition 2008 4. Gordon E & Natrajan K. Financial Markets and Services Himalaya Publication- Fifth Edition 2009 5. Haugen Modern Investment Theory Pearson Publication Sixth Edition 2008 6. Jain Sonal Banking Services and Operations RBD Publication First Edition 2008 7. Kothari C.R Research Methodology New Age International Ltd Fifth Edition 2008 8. More Puneet - Project Management - More Publication First Edition 2008 9. Rao Subba P. International Business Himalaya Publication Second Edition 2009

Magazine
1. Annual Report of Instrumentation Ltd. March, 2008-09 2. Business world Nov, 2009 3. Business Today February, 2010

Webibliography
1. 2. www.researchandmarkets.com www.marketresearch.com

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