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11524/20381487

A PROJECT REPORT ON

FLAT ROLLED PRODUCT- AN OVERVIEW BASED ON

HINDALCO, KOLKATA
(project report on training development programme and customer survey of particular company)

Submitted to

DOON BUSINESS SCHOOL


April 2011 By DEEPAK KUMAR SINGH MBA 2nd sem Roll no. 25

ACKNOWLEDGEMENT

First and foremost, gratitude goes to DR ANIRUDH TOMAR, to give this oppurtunity to prepare a project and for all the moral support and motivation, to get exposed to the wonderful world of training and development in the organization sector that provided me all the guidance and support in realizing the dissertation. Thanks are also due to the staffs of DBS library and information centre. Thanks are also due to the director, faculty members and other staffs of DBS.

I hereby declare that the project report entitled:


FLAT ROLLED PRODUCT

Submitted in partial fulfillment of the requirements for the degree of Masters of Business Administration to Doon Business school, Dehradun, is my original work and not submitted for the award of any other degree, diploma, fellowship, or any other similar title or prizes

DEEPAK KUMAR SINGH

CONTENTS
1. EXECUTIVE SUMMARY

Introduction Objective Methodology Analysis Conclusions

PART 1
2. COMPANY PROFILE

Brief introduction of the company History of the organization The current partners of HINDALCO

PART 2 3. PROJECT OVERVIEW

Introduction
marketing need analysis-Meaning, Definition & Sources. What is marketing Need Analysis? Objectives of marketing Need Analysis Importance of marketing Need Analysis in organization Purpose of marketing Need Analysis Who conduct a marketing Analysis and why

Methods of identifying Training Need analysis


o o o o o o

Methods of Identifying marketing Needs Identifying marketing Needs Techniques for determining marketing Needs Levels of marketing Needs Diagram shows the various programme under each level Checklist on marketing Progress Charts

marketing needs o Importance of Need Identification o Types of marketing need analysis o Detailed description of organization marketing process o Steps of Training in HINDALCO o Marketing Process o Over-view of the sub-process

Training and Development


o o o o

Meaning of marketing need identification Siblings of marketing Types of marketing in the organization Benefits of marketing

Training Questionnaire
o o o o

What is questionnaire? Sample questionnaire in different departments 10-steps of designing an effective marketing program The major findings of the survey in graphical representations

PART 3

CONCLUSION BIBLIOGRAPHY REFERENCE GLOSSARY

EXECUTIVE SUMMARY
INTRODUCTION
Hindalco has become the world's largest aluminum rolling company with its acquisition of Novelis, the global leader in value-added high-end aluminum flat rolled products and aluminum can recycling. The combined volume of sales of flat rolled products in the world market is about 3 million tones, and the market share is more than 20 per cent. Superior quality, delivery and customized service capabilities have helped us in growing market share globally. They are India's largest manufacturer of the entire range of flat rolled products. Our aluminum sheet is produced from our own cast slabs or continuous cast coils, rolled down to customized thickness, gauge and tolerances. They enjoy nearly 60 per cent of the market share, and our rolled products are widely used in various segments such as packaging, transportation, building and construction, electrical, defense and general engineering applications. Their commitment to quality and service , along with extensive infrastructure, has made us a prime source for best-selling brands. Continuous improvements in manufacturing processes, practices and systems ensure that customers' needs and expectations are fully met. They ensure efficiency and product quality by using state-of-the-art equipment and a strong research and development setup, supported by dedicated and motivated employees and the Oracle ERP system. Wag staff Air Slip slab casting technology is used to guarantee consistent quality and surface finish of stock feed, which in turn ensures quality finished products.

OBJECTIVES
Objectives for online marketing of the Ferro alloy product
1. To search online buyers of that particular product. 2. Receiving buyers response on that particular product. 3. Assessing buyers queries on different aspect of product. 4. Handling buyers enquiry. 5. Feeding buyers about the price change of the product. 6. Handling buyers complaint. 7. Feeding buyer about the new product development. 8. Sell the product to the desired of the customer. 9. Motivating the customer to purchase that particular product. 10. informing the customer about the recent trend of that particular product. 11. Sell the product about target of that particular product. 12. Sell a good product to a reputed customer. 13. Customer awareness about the new product launch in the market. 14.any types of queries to the customer for that particular product

METHODOLOGY
A combination of both primary and secondary data with a sample size of approximately 71 (executives) through cluster sampling is conducted.

STAGE 1: LITERATURE RESEARCH (SECONDARY DATA)


A comprehensive review of the relevant literature including a computer-assisted search has been undertaken in order to develop an understanding of previous work in the field of Employee Engagement.

STAGE2: QUESTIONNAIRE (PRIMARY DATA)


In this stage a face-to-face contact with the executives has been conducted. Questionnaires were supplied to all. In this way the information regarding Employee Engagement policy and procedures was obtained. The questionnaires were structured, and the direct conversation between the customer, retailers and dealers.

STAGE3: FINDINGS AND CONCLUSION


It was found that based on the primary and secondary data that there is a pre-oriented customer segment. Effort should be made to develop new customer as well as the new market.

STAGE 4: ASSESMENT
I have assessed the market in vividly and analyze that in some sector the Market place is lower than the company.

STAGE 5: WRITING UP
This stage involves writing up the content of the dissertation and should cover the chapters proposed in the previous section and set up a content with various chapter prepare in the report.

ANALYSIS
The collected data has been analyzed using graphical and statistical tools like Column charts as well as look after timely delivery, customer behavior pattern. The combination of primary and secondary data has been collected Through online markets have been surveyed the potential of the marketing Trends as well as the market penetration throughout the market. Identifying the Customer needs and preferences as well as look the customers desire through the market. Assessing the buyers queries on different aspect of the product. The analysis has been made purely on online basis so face to face customer contact has not been possible. Although there will be on line marketing process product differentiation and product identification has been made. Product analysis made through on line customer interaction and price negotiations with the customers. Taking of order on online basis is to be made perpetually.

CONCLUSION
After studying the whole project on flat rolled product we will be able to perform the different product analysis in the organization itself and thus with good and trained employees the organization will move towards an upward move in the market. There will be more optimization availability in the organization.

During preparation of project helps me in the following categories..


1. To get an exposure in the corporate world. 2. To improve personal skill. 3. To improve proper job orientation. 4. Improve computer skills. 5. To improve interpersonal relationship management. 6. Knowledge on online sales procedure. 7. Sales database management. 8. Helps in dealings with customer. 9. Customer database management. 10. To foster a feeling of belongingness towards the organization thus ultimately helping the employees to maintain a healthy relationship within their colleagues.

PART 2

COMPANY PROFILE
BRIEF INTRODUCTION OF THE COMPANY An industry leader in aluminum and copper an industry leader in aluminum and copper, Hindalco Industries Limited, the metals flagship company of the Aditya Birla Group is the world's largest aluminum rolling company and one of the biggest producers of primary aluminum in Asia. Its copper smelter is the worlds largest custom smelter at a single location. Established in 1958, we commissioned our aluminum facility at Renukoot in eastern Uttar Pradesh, India in 1962. Later acquisitions and mergers, with Indal, Birla Copper and the Nifty and Mt. Gordon copper mines in Australia, strengthened our position in value-added alumina, aluminum and copper products. The acquisition of Novelis Inc. in 2007 positioned us among the top five aluminum majors worldwide and the largest vertically integrated aluminum company in India. Today we are a metals powerhouse with high-end rolling capabilities and a global footprint in 12 countries. Our consolidated turnover of USD 13 billion (60,000 crore) places us in the Fortune 500 league.
Hindalco's businesses Creating superior value Hindalco is one of the leading producers of aluminum and copper. Our aluminum units across the globe encompass the entire gamut of operations, from bauxite mining, alumina refining and aluminum smelting to downstream rolling, extrusions, foils, along with captive power plants and coal mines.
Our copper unit, Birla Copper, produces copper cathodes, continuous cast copper rods and other by-products, such as gold, silver and DAP fertilizers. Our units are ISO 9001:2000, ISO 14001:2004 and OHSAS 18001 certified. Several units have gone a step further with an integrated management system (IMS), combining ISO 9001, ISO 14001 and OHSAS 18001 into one business excellence model. We have been accorded the Star

Trading House status in India. Hindalco's aluminum metal is accepted for delivery under the High Grade Aluminum Contract on the London Metal Exchange (LME). Our copper quality standards are also internationally recognized and registered on the LME with Grade A accreditation. Aluminum Hindalco's major products include standard and specialty grade alumina and hydrates, aluminum ingots, billets, wire rods, flat rolled products, extrusions and foil. The integrated facility at Renukoot houses an alumina refinery and an aluminum smelter, along with facilities for the production of semi-fabricated products, namely, redraw rods, flat rolled products and extrusions. The plant is backed by a co-generation power unit and a 742 MW captive power plant at Renusagar to ensure the continuous supply of power for smelter and other operations. A strong presence across the value chain and synergies between operations has given us a dominant share in the value-added products market. As a step towards expanding the market for value-added products and services, we have launched various brands in recent years Ever last roofing sheets, Freshwrapp kitchen foil and Freshpakk semi-rigid containers.

Copper
Birla Copper, Hindalcos copper unit, is located at Dahej in Gujarat, India. The unit has the unique distinction of being the largest single-location copper smelter in the world. The smelter uses state-of-the-art technology and has a capacity of 500,000 tpa. Birla Copper also produces precious metals, fertilizers and sulphuric and phosphoric acid. The unit has captive power plants for continuous power generation and a captive jetty to facilitate logistics and transportation. Birla Copper upholds its longstanding reputation for quality copper cathodes and continuous cast copper rods by assuring its management processes meet the highest standards. It has acquired certifications such as ISO-9001:2000 (Quality Management Systems), ISO-14001:2004 (Environmental Management System) and OHSAS-18001:2007 (Occupational Health and Safety Management Systems).

Mines
Hindalco acquired two Australian copper mines, Nifty and Mt. Gordon, in 2003. The Birla Nifty copper mine consists of an underground mine, heap leach pads and a solvent extraction and electro winning (SXEW) processing plant, which produces copper cathode. Both Nifty and Mt. Gordon have a long-term life of mine off-take agreement with Hindalco for supply of copper concentrate to the copper smelter at Dahej.

Hitory of a company
Hindalco Industries was incorporated in 1958. In 1962, Hindalco Industries had licensed an aluminium facility at Renukoot in eastern parts of Uttar Pradesh. This company increased its strength through mergers and acquisitions with Birla Copper and Indal. It has also entered into merger and acquisition deals with Mount Gordon and Nifty copper mines in Australia.

Products and services Hindalco Industries has a number of products to offer in categories like alumina chemicals, aluminium foil and packaging, primary aluminium, aluminium alloy wheels, aluminium extrusions, copper products, aluminium rolled products and DAP/NPK complexes.
In alumina chemicals section Hindalco Industries produces aluminas and hydrates. In primary aluminum section its main offerings are ingots, billets and wire rods. In aluminium extrusions section major products are rods, channels, flats, round tubes, squares, rectangular tubes, equal leg angles and square tubes. In aluminium rolled products section main offerings of Hindalco Industries are building sheets, foil stock, cablewrap stock, hot rolled plates, circles, lampcap stock, closure stock, litho stock, cold rolled coils, pattern sheets, cold rolled sheets, PCB entry sheets and coils, finstock, spiral finstock and flooring sheets and tread plates. There are other products in this section as well.

Financials In 2007, sales of Hindalco Industries amounted to $4.41 billion and it earned profits worth $0.62 billion. Assets held by Hindalco Industries were worth $6.43 billion and its market value was nearly $6.22 billion. Awards and recognition In 2007, Hindalco Industries was conferred CII-Sorabji Green Business Centre National Award for Excellence in Water Management 2007. In same year it also won D.L. Shah National Award for Economics of Quality. This award was conferred by Quality Council of India

DIVIDEND history

BSE Code ISIN Demat Book Value (Rs.)

500440 Dividend Yield (%) INE038A01020 Market Cap (Rs Mn) P/E

0.64 EPS (Rs.) 400917.33 Face Value 19.16 (Rs.) Volume

10.93 1 666011.00

153.29

Year End Mar 2009 Mar 2008 Mar 2007 Mar 2006 Mar 2005 Mar 2004 Mar 2003 Mar 2002 Mar 2001 Mar 2000 Mar 1999

Dividend % 135.00 185.00 170.00 220.00 200.00 165.00 135.00 135.00 120.00 80.00 65.00

THE CURRENT PARTNERS OF HINDAL CO.


Dow Jones reported that according to BBC report, Aluminum manufacturer Novelis is to close a factory in the U.K. with the loss of 440 jobs. Novelis, a wholly owned subsidiary of Hindalco Industries Limited, said that a significant decline in orders for the closure, which will happen by the end of April. Hindalco Industries Limited announced that it has fixed the record date on March 09, 2009 for the purpose of Redemption and payment of Capital plus Dividend on the 6% cumulative redeemable preference shares of INR 2 each. Further, the payment date is April 01, 2009. Dow Jones reported that U.S. mining firm Hydromine Inc., together with its strategic partners Hindalco Industries Limited and Dubai Aluminum Co., have formed a new mineral firm called Cameroon Alumina Ltd., in which the Cameroon government also owns stakes, according to state-run Cameroon Radio Television, or CRTV reported. The creation of Cameroon Alumina Ltd. opens the way for the building of a giant aluminum factory at Minbim-Martap, CRTV reported, adding that After ongoing feasibility studies are completed within 18 months, the first kilogram of aluminum will be produced from the refinery four years.

Hindalco Muri trusts Metso Minerals

It just took 5 years for Metso Minerals to completely overshadow the competition at all three alumina producing locations of Hindalco. The trust developed over the years was not easy to come, but the Metso team stayed committed with not only the technology but even the after market offerings to win over Indias largest alumina producer.

Hindalco Industries Limited, a flagship company of the Aditya Birla Group produces two of the most important minerals aluminum and copper and is an industry leader in both these segments. In FY 2006, Hindalco recorded a turnover of Rs. 11,396 crore. Hindalco commenced its operations in 1962 with an aluminum facility at Renukoot in the eastern part of Uttar Pradesh. Over the years, it has grown into the largest integrated aluminum manufacturer in the country. Indias great Aluminum dream Hindalco is one of Asia's largest producers of primary aluminum and one of the most costefficient producers globally. In India, Hindalco enjoys a leadership position in specialty alumina, primary aluminum and downstream products. The company's integrated complex at Renukoot houses an alumina refinery, aluminum smelter and facilities for production of semi-fabricated products. Besides the integrated complex at Renukoot, Hindalco's other manufacturing facilities are situated at locations across the country. While the captive bauxite mines are located in western and eastern India, the alumina refineries are located in Belgaum in southern India and Muri in eastern India. All Hindalco units are ISO 9001:2000 and 14001 certified, and several have attained the OHSAS 18001 the occupational health and safety certification. Hindalco and Metso Minerals The association goes back to the year 2000 when Metso Minerals supplied one slurry pump to Handalco Renukoot plant on trial basis. The testing was successful and this small beginning made way for a long journey together. The single pump supplied could ensure wear life that was 5 times the competition. Metso Minerals consolidated its position and with just a single credential established, it became a preferred partner in the expansion phase in 2002 at Renukoot. Metso Minerals won its first order at Hindalco with the supply of 40 slurry pumps for Renukoot. That was the beginning of a relationship and Metso Minerals was engaged in the supply of more than 90 slurry pumps at the plant. The technology and the service back up proved itself at Hindalco and a similar exercise was replicated at Hindalco Belgaum where around 70- 80 pumps were replaced. The association grew strength to strength and the supply of spare parts for all the installations was also awarded to Metso Minerals. Winning Trust The credentials established reverberated within the management at Hindalco and Metso Minerals was able to enter the Hindalco Muri plant which was a competition strong hold. Mr P Chaturvedi, AVP, Alumina Maintenance at Renukoot and Mr N Mohangekar, Senior Manager, EPD at Belgaum advised the Metso installations for Muri after experiencing advantages of the product and great support. Metso Minerals won an order of 60 pumps in January 2006 for Indias first alumina plant at Murex (Hindalco Muri was INDAL and was acquired by AB Group in 2000). The plant is up for expansion from its current capacity of 110,000 tpa to 450,000 tpa. The solution is a

turnkey project where Metso is also responsible for after sales service and spare parts supply. Metso is not only a proffered supplier today with Hindalco but also one of its able partners that has established itself in the Alumina industry over the years. Metso Minerals today has a market share of around 60-70% in the alumina sector and has stood up as the most reliable partners in the industry. Mr Ajay Kukreti, GM, Projects, Hindalco Muri says, We have a long way to go together. The spirit of the Metso team is very high and they are always there to consult and act as partners than just suppliers to us. Our relationship has grown on the premise that we believe and trust their applications engineering capabilities that is of very high standard. Vijay Dhar, GM, Slurry Pumps, Metso Minerals feels, It is always a matter of pride to associate with the leader. We being leader in our product category always look up to companies like Hindalco who push us to achieve higher. Our association and references from Hindalco have helped us grow our market share significantly in the Alumina sector over the years and we hope to continue this momentum in future many Greenfield Alumina projects are planned in the next 2 to 3 years.

Part 2

PROJECT OVERVIEW

INTRODUCTION
Marketing Need Analysis- Meaning, Definition and Sources.

India is passing through convulsive changes due to advancement in science and technology. Till the sixties, marketing activity in most of the Indian organization was either totally absent or

partly present in a rudimentary form. Even this was limited to some well established industries in the corporate sector. However, in the seventies the Indian organizations became aware of need for development of managers for better management of industries.

An ON-LINE MARKETING approach is essential in order to have the optimum utilization of manpower for the benefits of both, the employees and the organization. ON-LINE MARKETING is a strategy to transform marketing resources inputs to outputs. The inputs are the people, the individual, groups and total human organization. The outputs are the services rendered by the individuals and the groups to the society. The transformation processes are the managerial subsystems of acquiring, developing, allocating, conserving, utilizing, improving and rewarding people.

The marketing need analysis is a critical activity for the training and development function. Whether you are a Marketing generalist or a specialist, you should be adopting at performing a marketing needs assessment. This project will begin with an overview of the marketing and development function and how the needs fit into this process, followed by an in-depth look at the core concepts and steps involved in conducting a marketing need analysis Long before the actual marketing occurs, the marketing, manager must determine the who, when, where, why and how of the marketing. To do this the marketing manager must analyze as much information as possible about the following: Organization and its goals and objectives. Marketing and related tasks that need to be learned. Competencies and skills that are need to perform the job. Individuals who are to be trained.

Although marketing helps people to do their present job, the benefits of marketing may extend throughout a persons entire career, whether management or non-management. Analysis, on the other hand helps to know the gaps between the marketing done and marketing offered by the organization.

What is marketing need analysis?


An analysis of marketing need is an essential requirement to the design of effective marketing. The purpose of marketing need analysis is to determine whether there is a gap between what is required for effective performance and present level of performance. R & D is conducted to determine whether resources required are available or not. It helps to plan the budget of the company, areas where marketing is required, and also highlights the occasions where marketing might not be appropriate but requires alternate action.

Objective of on Marketing Need Analysis


The objective of this research (marketing needs analysis) is to collect and analyze data regarding needs. There are actually three levels: To know customer Online price negotiation Knowledge of pricing for other competitors

The research will enable identification of marketing needs common to the agencies. The desired outcome is that the research will be a catalyst in the design of low cost programs to meet the marketing needs of the agencies.

Importance of marketing needs analysis in organization


Organizations must develop their people. Organizations must provide marketing and development programs to groom the next generation of leaders. Without marketing programs, organizations will lose talent. The bottom line will suffer. The significance and value of marketing has long been recognized. Consider the popular and often repeated quotation give a person a fish and you feed him for a day. Teach a person to fish and you feed him for a lifetime This simple but profound saying is attributed to the wisdom of Confucius who lived in the 5th century BC. Given todays business climate and exponential growth in technology with its effect on the economy and society at large, the need for marketing is more pronounced than ever. Marketing, in the most simplistic definition, is an activity that changes peoples behavior. Increased productivity is often said to be the most important reason for marketing. But it is only one of the benefits. Marketing is essential not only to increase productivity but also to motivate and inspire workers by letting them how important their jobs are and giving them all the information they need to perform those jobs. It can actually be said that in an organization there are employees but they actually need to be customized in their own departments to be skillful and carry out the smooth movement of all the work in the organization.

Thus we can conclude that marketing need analysis helps:


To increase productivity. To improve quality To help the company to fulfil the future Potentiality needs. To improve the Marketing climate. To improve product pricing.

Helps in obsolescence prevention. To foster a feeling of belongingness towards the organization thus ultimately helping the employees to maintain a healthy relationship with their colleagues. To help the employees to understand their roles and responsibility. Support those who are less outspoken and improve their ability to communicate. To increase Marketing needs satisfaction towards customers orientation Adapting to new methods and techniques.

Why On line marketing ?


Use of Modern Technology Proper utilization of manpower To reach many customer at a time. Technical knowhow details served many customers at a time. Proper utilisation of global market Knowledge of global market To identify the selective overseas customers Cost effectiveness To reach more customers within a short span of time To customer promptness in effective marketing Faster Decision Online problem solving

Purpose of marketing needs analysis?


The purpose of marketing and development can be explained as follows.

1. Improving quality of work force:R & D help companies to improve the quality of work done by their customer. Marketing programs concentrate on specific areas. There by improving the quality of work in that area.

2. Enhance marketing growth:Every customer who takes development program becomes better at his job. Marketing provides perfection and required practice, therefore customer area able to develop them professionally.

3. Assisting new market:R & D programs greatly help new customer to get accustomed to new methods of working, new technology, the work culture of the company etc.

4. Bridging the gap between customers and organization:Plans made by companies expect people to achieve certain targets within certain time limit with certain quality for this employee performance has to be accurate and perfect. Marketing helps in achieving accuracy and perfection. The purpose of a marketing need analysis is to identify performance requirements or needs within an organization in order to help resources to the areas of greatest need, those that closely relate to fulfilling the organizational goals and objectives, improving productivity and providing quality products and services.

How to conduct a Marketing Need Analysis?


Marketing needs analysis process is a series of activities conducted to identify problems or other issues in the workplace, and to determine whether Survey is an appropriate response. The marketing analysis is usually the first step taken to cause a change. This is mainly because a needs analysis specifically defines the gap between the current and the desired individual and organizational performances. Following are the ways for conducting survey.

Who Conducts marketing Analysis & Why?


An in-house marketer or a consultant performs survey analysis to collect and document information concerning any of the following issues: Whether you are starting a new business or launching a new product, conducting a marketing analysis is the first step in determining if there is a need or audience for your idea. Knowing the market's needs and how it is currently serviced provides you with key information that is essential in developing your product/service and marketing plan. Too often, businesses spend thousands of dollars launching a "new" idea with a limited market because of competition. The owner is forced to reevaluate his strategy and determine if there is room for another player. Although the quality of the product is critical, your development of the best product on the market will not necessarily correlate with the most sales. Up to 50 percent of a product's price can be for marketing. The company who wins the marketing game generally will capture the larger share of the market. Conducting a market analysis will help you: 1. 2. 3. 4. Prepare to enter a new market Launch a new product/service Start a new business Start a new geographical location

At the completion of this exercise, you should be able to:


Explain the concepts of a marketing analysis Determine if there is a need for your idea or product/service Identify a new market Analyze your current market Gain a competitive advantage Begin to establish a marketing plan

I. Marketing Analysis - What Is It? Why Should You Do It?


Although the terms "marketing" and "marketing analysis" can both be described as games of information, they are not to be confused. Marketing encompasses all of the activities that go into promoting a product or service. A marketing analysis is the actual assessment of the target population, competition and needs for marketing that product or service. The marketing analysis process can be broken down into six steps: 1. Defining the problem 2. Analysis of the situation

3. 4. 5. 6.

Obtaining data that is specific to the problem Analysis and interpreting the data Fostering ideas and problem solving Designing a plan

So, why should you embark on the market analysis process? The primary reasons are:

To determine if there is a market for your products or services To establish the need for developing a marketing plan To ascertain market information that will assist in the sale of your product or service

Before embarking on the complete process, complete the following Market Analysis Questionnaire.

Market Analysis Questionnaire


To begin the market analysis process, answer the following questions. If you cannot answer every question, focus on finding the answers even if it means consulting others. This article can be downloaded or printed to enable you to complete the questionnaire. These questions will enhance your understanding and knowledge of your target market and industry, and ultimately determine: Is there a need for my product or service?

1. What defined market am I trying to reach? 2. What specific companies are servicing this market? a. Are they successful? b. Are there other companies servicing this market with a similar product? c. Are they successful? d. What is their market share? 3. Is the market saturated or wide open? If so, why? 4. What is the size of the market? a. Is it a growing market? b. Is the industry stable, volatile, growing or trendy? 5. How can I reach this market? a. How do my competitors reach the market? 6. What are the business models of my competitors? 7. What do customers expect from this type of product or service? 8. What core competencies must the product or service have? 9. What are customers willing to pay for this type of product or service? 10. What is my competitive advantage?

II. The Complete Process: A. Defining the Problem


Defining the problem is crucial to conducting a successful marketing analysis. This may require a great deal of time but it is well worth the time and energy expended. Defining the objectives is tantamount to a successful marketing campaign. Many individuals waste valuable time performing good survey on the wrong problem. The following questions will assist you in defining the problem: 1. Are we trying to market our entire product or service line? Or, are we trying to hone in on a new product or a new service? 2. What specific marketing strategies have we utilized in the past two years? a. How has each strategy affected sales? b. What strategies are we currently using? c. How do our competitors market their product? 3. How much money is allocated to marketing? 4. When making a sale, do we survey our customers to determine a referral source? a. Do we thank our referral source? 5. Why would someone choose our product? a. What differentiates our product from our competitors' products? b. Why do people choose our competitors' products or services? c. Do we need to enhance our current product or service? 6. Who are our customers? a. Are they from a specific region? b. How do we attract new customers? c. How do we increase sales from current customers?

Many companies fail to understand the nature of the problem before trying to solve problems related to sales. A classic example occurred in the soft drink industry when Coke and Pepsi, the two top soft drink rivals increased the intensity of marketing efforts to battle for higher sales. At the same time, Dr Pepper's revenues began to decline, a problem that was attributed to a weak promotional campaign. Subsequently, the "Be a Pepper" slogan was instituted. Although the ads were a hit, revenues continued to decrease. The marketing managers had to reanalyze their problem. Focused survey revealed that the target population for Dr Pepper differed from Coke and Pepsi. It was found that Dr Pepper's target market believe life should be lived in accordance with one's own set of personal values and not based on the expectations of others. Cola drinkers, on the other hand, try to win the approval of others. Despite the catchy slogan, Dr Pepper's marketers turned away prospects with a campaign that invited them to be part of a large group of "Peppers."

The soft drink industry clearly exemplifies the importance of defining the problem. It is important not to confuse the symptom with the problem. If a company is having trouble selling a certain product, it doesn't mean that there isn't a need. The problem may be distribution and/or pricing. Mistaking symptoms for problems will lead to misguided survey and serious mistakes.

B. Analysis of the Situation


An analysis of the situation is an informal survey of what information is available in the problem area. The analysis will help define the problem and ascertain the need for additional information. This process entails informal talks with informed people. Informed individuals can be others in the company or outsiders with knowledge about the industry or product. In some instances, customers are contacted to provide information. When the marketing manager is unfamiliar with the situation, the analysis step is of primary importance. It is important to understand the problem area - including the nature of the target market, competition, the marketing mix and the external environment. Without this knowledge, costly mistakes may result. An example of this problem would be a retailer who wants to survey his customers. A survey firm is hired to do in-store interviews. However, as an example, the contracted firm is not aware that many of the stores are in the process of being renovated. As a result, the information collected reveals the customer's focus on the appearance, noise level and difficulty finding items due to construction. The information would be of no value. The analysis should focus on both primary and secondary survey.

Primary and Secondary Market Survey:


If you don't have all the answers to the questions listed in the Problem Definition section, you can find the answers by either conducting primary survey or accessing secondary survey. Primary survey is survey that is proactively created for a specific purpose. Primary survey may include focus groups, qualitative surveys and phone interviews. This is information you collect yourself. In contrast, secondary survey is survey that has already been conducted for other purposes. From it valuable information can be gleaned. Secondary survey can be found in libraries, online, through periodicals, books, etc. The easiest and most efficient way of accessing this type of data is on the Internet. If you want to conduct a detailed industry search, and just type in "industry survey reports" and you'll receive a variety of sites. The more specific you are, the more defined your search will be. The Internet is an excellent tool to conduct a competitive analysis. Simply type in the company name followed by .com. If this doesn't work, try accessing the online yellow pages and type in

your competitor's company name. If they have a Web site, you'll have an insider's view of their services and various other reports. Demographic and competitive reports can be attained for a fee at Dun and Bradstreet's Web site, dnb.com. Industry newsletters can be emailed to you when new data is reported. By searching your industry on the Internet, you will uncover lots of potentially valuable marketing analysis information. Other widely used standard survey sources include:

Trade and Industry Sources such as Gale Survey publish the Small Business Source Book, which has a strong focus on retail trade. It lists industry associations, trade shows and conventions, consultants and venture capital firms. Forrester Survey and Gartner Survey publish detailed reports and studies focusing on the information technology industry. American Demographics Magazine The U.S. Department of Commerce publishes the U.S. Industrial Outlook each January. It provides a general economic outlook by forecasting growth rates for the coming year and reporting on the production of the last year.

Once you feel comfortable entering a market, make sure your market will be receptive to your product or service. Your widget might be the most innovative on the market, but if your target market doesn't think so, you may be in for a costly year. A comprehensive primary market survey study is ideal. For it to be comprehensive, the survey should include information from field and laboratory studies to professionally run focus groups. If you are unable to perform a comprehensive study, conduct a focus group to achieve a comfort level.

C. Obtaining Data Specific to the Problem :


The next step requires gathering primary survey and performing a formal survey project. Many approaches can be used to collect primary data. The purpose is for the survey to identify what customers think about some topic or behavior patterns. Survey can be done in person or through a survey. Questioning can be qualitative or quantitative. Another survey option is to use observation of customers and their purchases or utilization of a product or service.

Qualitative survey: utilizes open-ended questions to obtain in-depth answers. Closedended questions requiring yes or no answers are avoided. The idea is to have people share their thoughts on a topic without giving them extensive directions or guidelines. Examples of qualitative survey questions include: "What do you think about when you decide on a place to shop for your kids' clothes?"

The consumers are free to answer as they chose: one might talk about convenient location, another about service, and others about the type of designer clothing available. Depth is the important factor in this type of survey. Follow-up questions can be asked of each individual to better understand their response and shopping habits. The qualitative approach requires the surveyor to exercise judgment in summarizing all the information. Depth is the key. Qualitative survey doesn't have to be question-oriented. Focus group interviews are the most widely used format for qualitative marketing survey. This involves the interviewing of six to 10 people in an informal setting. Open-ended questions are posed to gather in-depth information on the subject matter. In a group setting the surveyor looks for group interaction to stimulate thinking. A skilled focus group leader or facilitator can learn a lot from this approach. The facilitator's role is to establish guidelines for the group interaction, to talk as little as possible, to keep the group focused, and to ask simple open-ended questions. A typical focus group session lasts an hour. The sessions can be videotaped for different managers to view. Conclusions reached vary depending on the skill level of the individual. Although qualitative survey can be objective, it requires extensive training and experience. Qualitative survey may provide ideas or hypotheses, but other approaches based on larger sample size and objective measures are needed to test the hypothesis.

Quantitative survey : Differs from qualitative in that it gathers parametric statistical


information, i.e., information with a number to it. Sample sizes are generally larger and more representative of the market. From the statistics or data generated, conclusions can be drawn. Survey survey is usually quantitative in nature. It seeks structured responses, which can be summarized in numbers, like percentages, averages or other usable statistics. An example of quantitative survey is what percentage of the consumers shopping in grocery stores purchase coffee. An average score can be calculated. Survey questionnaires often provide fixed responses to questions to simplify the reply. This multiple choice format makes it faster and easier for the respondent. Simple fill-in-the-number, circle-the-range or exact answer questions are also widely used. A market surveyor might ask how many suppliers you use for household appliances or what is your salary range (multiple choices given with ranges of salaries). Fixed responses are computer-friendly, which is how most surveys are analyzed. A common approach to objectively measuring consumers' attitudes and opinions is to have respondents indicate how much they agree or disagree with a questionnaire statement. Another approach is to have respondents rate a product using a rating scale, called a Liker scale. A number is attached to the product value.

Questionnaire: is useful when extensive questioning is desired. This type of format allows
the respondents to complete the questions at their convenience. They may be more willing to fill out personal or family sensitive issues since the mail questionnaire can be returned anonymously. The questions must be simple and the directions easy to follow, since no interviewer will be present to assist.

The response rate to consumer survey questionnaires is usually 25 percent. Response rates less than 25 percent may not be representative of the market. Only the individual interested might respond, skewing the data. Mail surveys are economical if a large number of people respond. On the other hand, if the response rate is low, this can be a very expensive proposition. This format is slow and requires extensive time to design, disseminate, collect and analyze responses.

Observation: can be used for data collection. With observation, researchers try to learn
what the subject does naturally. Observations should not influence the consumer's behavior. Observation methods are common in advertising research.

METHODS OF IDENTIFYING MARKETING NEEDS


Methods of Identifying Marketing Needs

Following are the methods of identifying the survey needs. In case of the following circumstances a company undertake a survey for the particular product which is already in the market or are going to the launch in the market. 1. In case of low growth of the sales 2. In case of new product launching 3. In case of identifying the new market segmentation 4. In case of identifying the new potential customer based market segmentation 5. To know the competitors presence in the market 6. To know the competitors pricing policy in the market 7. To know the competitors market segmentation of that particular product

8. To identify for the proper pricing for the proper product 9. To determine the particular product launching for the particular market.

10. To determine the product orientation

IDENTIFYING MARKETING NEEDS

Identifying Marketing Needs

Selecting Products

Defining the Marketing needs

Monitoring the Marketing Process

Implementation of Marketing Thinking

Techniques for Determining Specific Marketing Needs


There are a number of practical methods you can use to gather data about marketing performance. Each works well in given circumstances; therefore, you must determine which the best be for you. None of these methods can stand alone..

1. Observation
In this approach, a Marketing performance itself is you source of information. You evaluate a customers performance through first-hand observation and analysis. This is best accomplished by watching the customer and playing the role of non-participating observer. This means that you watch and listen and evaluate what you see and hear, but do not get involved in marketing system any way. To make this activity more productive, use a checklist to remind you of what to look for and take notes. The objective during observations is to identify both the strengths to build on and the deficiencies to overcome. A key advantage of using direct observation in the needs analysis is that you gain first-hand knowledge and understanding of the job being performed and the strengths and weaknesses of the relevant market researcher.

2. On Line Customer Survey


The use of interviews in conducting the needs analysis is strongly urged. The prime value of interview guides is that they ensure the same types of data from all sources. This allows you to determine whether a piece of information is one persons opinion, or part of a widespread perception. Since the survey guide you to ask each worker a number of predetermined questions, you must select those questions that are essential to what you are trying to know. Interviews allow you to meet customer face to face to discuss their impressions of performance. Because you are in conversation with workers, you can explore their responses in depth. You can ask or clarification of comments and for examples of what they mean. In this way, you obtain a full understanding of marketing performance deficiencies.

3. Questionnaires
A questionnaire is a sort of interview on paper. You create your own questionnaire by writing down all the questions you want customer to answer for you. Then you mail it to them and await their responses. The key advantage of a questionnaire is that you can include every person from whom you want input. Customers can complete the questionnaire when and where they choose. You need not travel and spend time with all respondents. Every customer is asked the identical questions, and consequently data is very easy to compile and analyze. Questionnaires can be useful in obtaining a Big Picture of what a large number of employees think while allowing everyone to feel that they have had an opportunity to participate in the needs analysis process.

5. Job Descriptions
Job description will include the following Survey the customers Survey the Dealer Survey the Distributor Survey the Market operation Survey the Potential buyers Survey the competitors policy Survey the demand i.e. push or pull Survey the pricing Survey about the product responsiveness

6. The Difficulty Analysis


During the course of survey analysis following difficulty has been faced

1. 2. 3. 4. 5. 6.

Proper responsiveness of the customers Non cooperation of the dealer Non cooperation of the distributor Misguiding by the Dealers Misguiding the retailer Misguiding by the customers

6. Problem Solving Conference


Another time-tested technique for gathering needs analysis material from employees is to conduct periodic problem solving conferences which may take the form of or be part of a plan for a new product, task or technology, or tied in with a training program It is always helpful to utilize an outside consultant to moderate such sessions. This outside sponsorship has a tendency of letting the workers express their feelings about his organization, and the session can then be geared to training needs. The current problems will evolve that represent potential areas for training. 8.

Drive Pattern Identity


The extent of an employees development depends on his motivations. Identifying the forces that cause an employee to behave in a certain way may be useful in determining his individual training needs and how to stimulate his desire to fulfill that need. An analysis of this kind, for example, may determine that the employee has an urgent need for self-confidence. His individual program should be made to stress the importance of attitude, skills etc., and any other assets that would give him this selfconfidence.

9. Analysis of Organizational Policy


Organization policy will affect the amount of training Marketing offered. An explanation of various policies should be covered in the marketing program. Of particular concern are those policies that involve change, alteration and major revamping of training programs. In

organizations undergoing merger activity, product diversification and new penetration, a great deal of sensitivity must be placed on policies today and expected changes in the future.

Whatever the method used to identify training needs, at least the following three points must be kept in view:
These methods should be used in combination; that is, there should never be reliance on only one method They may be used to identify training needs of each of the various groups of employees They should be applied to individual employees since training needs will vary with the individual employee.

Level of marketing needs


There are three types of marketing needs: Market level:
Organizational analysis looks at the effectiveness of the organization and determines where Survey is needed and under what conditions it will be conducted. The organizational analysis should identify: Environmental impacts State of the economy and impact on operating cost Changing technology and automation Increasing global/world market places Political trends such as sexual harassment and workplace violence Organizational goals & Climate and support for Survey

Customer level:
Customer analysis provides data about a group of customers, needs wants and preferences. There are varieties of sources for collecting data for a task analysis: 1. Price of the product to the customer. 2. Representation of the product 3. Performance of the product in the market. 4. Review literature about the product 5. Ask questions about the product 7: Analysis of quality problem

Individual level:
Marketing individual level focuses on each and every individual in the organization. At this level, the organization checks whether an customer is performing at desired level or the performance is below expectation. If the difference between the expected performance and actual performance comes out to be positive, then certainly there is a need of marketing.

However, individual competence can also be linked to individual need. The methods that are used to analyze the individual need are: Appraisal and performance review Peer appraisal Competency assessments Subordinate appraisal Client feedback Customer feedback

Self-assessment or self-appraisal

Levels of Marketing Needs

Market LEVEL

Customer LEVEL

Individual LEVEL

THE FOLLOWING DAIGRAM SHOWS THE VARIOUS PROGRAMS UNDER EACH LEVEL

Marketing Analysis

Activities to improve

Target to improve market

Product analysis

Domestic Market

International Market

Market discrepancies Re-Designing Marketing Policies

Marketing needs

Marketing Analysis

On Line Marketing Need

In House Marketing

Checklists or Marketing progress charts


All three of needs analysis are interrelated and the data collected from each level is critical to a through and effective needs assessment.

DEMAND ANALYSIS

COLLECTIVE DEMAND

INDIVIDUAL DEMAND

CONSUMER DEMAND

MARKETING NEEDS
Importance of marketing needs identification
Organizational Point of View
Every Organization wants to achieve its goals and this can only be done by harnessing the abilities and potential of its manpower.

Individual Point of View


People have aspirations and they want to develop. So, in order to learn and use new abilities, people need appropriate marketing.

Process of Marketing need analysis

SPOTING MARKETING PROBLEMS

MAIN CAUSES OF MARKETING ANALYSIS

RECOGNIZING THE DEMAND

PRODUCT ANALYSIS

CUSTOMER APPRAISAL

SOLUTION FOR CUSTOMER

DETERMINING OF MARKETING IMPROVEMENT

TYPES OF MARKETING NEED ANALYSIS


Many needs assessments are available for use in different employment contexts. Sources that can help you determine which needs analysis is appropriate for your situation are described below.

Customer Analysis.
An analysis of the business needs or other reasons the marketing is desired. The important questions being answered by this analysis are who decided that marketing should be conducted, why a marketing program is seen as the

recommended solution to a business problem, what the history of the organization has been with regard to employee marketing interventions.

and other management

Demand Analysis.
Analysis dealing with potential participants and instructors involved in the process. The important questions being answered by this analysis are who will receive the marketing and their level of existing knowledge on the subject, what their learning style is, and who will conduct the marketing.

Price analysis. Analysis of the tasks being performed. This is an analysis of


the job and the requirements for performing the work. Also known as a task analysis or job analysis, this analysis seeks to specify the main duties and skill level required. This helps ensure that the marketing which is developed will include relevant links to the content of the job.

Process Analysis.
Analysis of documents, laws, procedures used on the job. This analysis answers questions about what knowledge or information is used on this job. This information comes from manuals, documents, or regulations. It is important that the content of the marketing does not conflict or contradict job requirements. An experienced worker can assist (as a subject matter expert) in determining the appropriate content.

Suitability Analysis.
Analysis of whether marketing is the desired solution. Marketing is one of several solutions to employment problems. However, it may not always be the best solution. It is important to determine if marketing will be effective in its usage.

Cost-Benefit Analysis.

Analysis of the return on investment (ROI) of marketing. Effective marketing results in a return of value to the organization that is greater than the initial investment to produce or administer the marketing.

PROCESS OF MARKETING NEED ANALYSIS


Marketing organized by HINDALCO can be divided into the following categories. The categories are shown below

Marketing analysis:
Involves marketing that fosters soft skills of the employees. Following are some of the topics that fall under this category. 1. Presentation skills 2. Effective communication skills 3. customer handling 4. Negotiation skills 5. Leadership skills etc.

Product analysis:
Is organized to enhance technical skill of the employees. Some of the examples of technical marketing are: 1. Various software tools 2. System analysis and design methodologies 3. Software testing techniques, etc.

Management analysis:
Covers marketing on the various aspects of management which may include topics/ programs such as: 1. Management development program 2. Marketing planning 3. Effective marketing management 4. Quality management system 5. Decision making 6. Quantitative management system 7. Quantitative techniques of management 8. Problem solving and so on

Certification analysis:
Is organized to ensure that the technical and product knowledge of the employees are adequate to appear for the certification examination conducted by Bonsai. This covers marketing on the various modules/ sub-modules of the product suites the marketing.

The Marketing process comprises the following sub-processes:


Marketing need identification and planning Scheduling and nomination Marketing delivery Evaluation of planning effectiveness Customer Effectiveness

KYC Process Channel Partner identification

Importance of marketing needs identification


Organizational Point of View
Every Organization wants to achieve its goals and this can only be done by harnessing the abilities and potential of its manpower.

Individual Point of View


People have aspirations and they want to develop. So, in order to learn and use new abilities, people need appropriate marketing.

Process of Marketing need analysis

SPOTING MARKETING PROBLEMS

MAIN CAUSES OF MARKETING ANALYSIS

RECOGNIZING THE DEMAND

PRODUCT ANALYSIS

CUSTOMER APPRAISAL

SOLUTION FOR CUSTOMER

DETERMINING OF MARKETING IMPROVEMENT

TYPES OF MARKETING NEED ANALYSIS

Many needs assessments are available for use in different employment contexts. Sources that can help you determine which needs analysis is appropriate for your situation are described below.

Customer Analysis.
An analysis of the business needs or other reasons the marketing is desired. The important questions being answered by this analysis are who decided that marketing should be conducted, why a marketing program is seen as the recommended solution to a business problem, what the history of the organization has been with regard to employee marketing and other management interventions.

Demand Analysis.
Analysis dealing with potential participants and instructors involved in the process. The important questions being answered by this analysis are who will receive the marketing and their level of existing knowledge on the subject, what their learning style is, and who will conduct the marketing.

Price analysis.

Analysis of the tasks being performed. This is an analysis of the job and the requirements for performing the work. Also known as a task analysis or job analysis, this analysis seeks to specify the main duties and skill level required. This helps ensure that the marketing which is developed will include relevant links to the content of the job.

Process Analysis.
Analysis of documents, laws, procedures used on the job. This analysis answers questions about what knowledge or information is used on this job. This information comes from manuals, documents, or regulations. It is important that the content of the marketing does not conflict or contradict job requirements. An experienced worker can assist (as a subject matter expert) in determining the appropriate content.

Suitability Analysis.
Analysis of whether marketing is the desired solution. Marketing is one of several solutions to employment problems. However, it may not always be the best solution. It is important to determine if marketing will be effective in its usage.

Cost-Benefit Analysis.
Analysis of the return on investment (ROI) of marketing. Effective marketing results in a return of value to the organization that is greater than the initial investment to produce or administer the marketing.

PROCESS OF MARKETING NEED ANALYSIS

Marketing organized by HINDALCO can be divided into the following categories. The categories are shown below

Marketing analysis:
Involves marketing that fosters soft skills of the employees. Following are some of the topics that fall under this category.

1. Presentation skills 2. Effective communication skills 3. customer handling 4. Negotiation skills 5. Leadership skills etc.

Product analysis:
Is organized to enhance technical skill of the employees. Some of the examples of technical marketing are: 4. Various software tools 5. System analysis and design methodologies

6. Software testing techniques, etc.

Management analysis:
Covers marketing on the various aspects of management which may include topics/ programs such as:

9. Management development program 10. Marketing planning 11. Effective marketing management 12. Quality management system 13. Decision making 14. Quantitative management system 15. Quantitative techniques of management 16. Problem solving and so on

Certification analysis:
Is organized to ensure that the technical and product knowledge of the employees are adequate to appear for the certification examination conducted by Bonsai. This covers marketing on the various modules/ sub-modules of the product suites the marketing.

DETAILED DESCRIPTION OF ON LINE MARKETING PROCESS.


I. ON LINE CUSTOMER IDENTIFICATION

1.

Customer Identification
The marketing of the employees is planned in a manner that takes care of the business objectives of organization and maximizes the development of employee skills within the approved budgets. This activity ensures that the marketing needs of existing as well as new customer are identified with a view to make them effective members of the organization, and the whole thing is oriented towards the organizations business

2. Responsibility
Marketing Manager

3. Entry criteria
The entry criteria into this activity shall be the inflow of one or more of the inputs mentioned in the section below

4. Inputs
Inputs are:
Mid and short-term business objectives of Flat Rolled Product Annual operation plan, if any Information (regarding Marketing Requirements) on new projects/ projects in pipeline. Skill requirements in existing projects Feedback on marketing needs identified during project counseling, if any Feedback on marketing needs identified during release of employees from projects Feedback on marketing needs identified during appraisal Plan for new recruitments Availability of budget, etc

5. Tasks/ procedures
Sources of information on marketing need: Process groups: they will identify the marketing needs of customer in their respective groups and send the same to the marketing manager. Project teams: the PMs will specify the requirement of marketing of team members in the respective project management plan. Executive management: senior management decisions from business plan or meeting/discussions impacting marketing. Others: marketing need receives from process owners/project

managers/discussions impacting marketing.

Defining learning objectives:


To properly identify the marketing needs of their needs of their team members and provide the information as stated above, each project/ group/ department envisages the challenges as they may be facing in short term as well as long term .

Identify and collate marketing needs:


Marketing manager collates training needs received from different

sources.

Analyze marketing needs:


Marketing needs are analyzed by the marketing manger according to the different

categories of courses and departments. The marketing manger also evaluates of

courses and departments. The marketing manager also evaluates the feasibility of conducting these marketing.

Prepare course outline:


For the requirements where there is no existing course, the course outline is prepared detailing the course objective, pre-requisites, duration, learning outcome and topics to be covered in the course.

Identify faculty:
A suitable faculty is identified for all courses while marketing is being planned. Where possible, such faculty should be internal. However, where such internal faculty is not available the marketing manager will identify external faculty for such marketing courses.

External faculty:
When the faculty/ trainer for the marketing is selected from external sources having the requisite experience and qualification in the relevant topic of
marketing, the following activities are involved in selection of such external

faculty: Sending marketing requirements to external agencies/ marketing vendor Analyzing faculty resume, feedback of other customers, checking references etc. Final approval of selection of faculty is sought from CEO/Executive director.

External marketing programs, seminars, conferences:


External marketing programs, seminars or conferences, may sometime satisfy the training and development needs of a department.

Waiver of marketing:
All PMs/ PLs will ensure that all members in their respective projects have the required competence, and in order to ensure this, he/ she will identify the
marketing requirements of the team members, document them in the project

plan and will take all necessary actions so that such marketing are conducted. However such marketing requirements may be waived by the marketing manager/ marketing leader when the following criteria are met: In case the member has picked up skills through self development Possess a similar skill set In case the project manager can provide on the job marketing to the team member.

Recording marketing need:


The marketing need identified and waiver should be recorded by the concerned PM in the marketing management plan

6. Control mechanisms
The marketing manager prepares the marketing plan on basis of input obtained from PMs /PLs/ Process owners and the same is approved by the CEO/Executive director.

7. Approvals
The CEO/ executive director approves the marketing plan.

8. Quality records
Review record of marketing plan Entries in the marketing register

II. Scheduling and nomination


1. Quality objectives
The objective of this activity is to schedule different marketing programs, announce them and get optimum participation to build up the competence. This activity involves the creation of marketing calendar from marketing plan, scheduling of courses and getting nominations of participants.

2. Responsibilities Marketing manager


3.

Entry criteria
Existing of an approved marketing plan, and/ or
Marketing needs of individual employees identified

4. Inputs
Inputs are:

Marketing plan

Identified marketing need of employees.

5. Task/procedures
The marketing periodically marketing calendar based on the marketing plan and other available input. The marketing plan and other available input. The marketing calendar is reviewed and approved by the CEO/Executive director, and is maintained under configuration control.

A course coordinator is nominated for each course whose function will be as follows: Ensuring that all pre-requisites for marketing are available before the course commencement Be present at the start of the course and introduce the faculty to the participants. He will maintain constant contact with the faculty during currency of the course Ensure that completed feedback forms all participants on the last day of the course before conclusion. Submit the analysis of the feedback of the participants along with his recommendation to the marketing manager within two days of the completion of marketing courses. Arrange for the test at the end of the course and get the same evaluated by the marketing faculty and submit to the marketing manager. The marketing manager collated all nominations, which are received from various sources. In addition, the marketing manager also contacts various departments and project managers to get maximum nominations for optimum utilization of the course capacity

STEPS OF TRAINING IN HINDALCO

Step 1 Online survey

How should Online marketing prepare?

Focus groups and one-on-one meetings involve a carefully planned discussion with a small number of participants and are designed to obtain thoughts on specific issues, programs or products in a permissive and non-threatening environment. They provide qualitative data, giving insights into attitudes, perceptions and opinions of participants. Information is sought through open-ended questions and

through observing respondents during the discussion. Questionnaires provide quantitative information and the first level of broad data. Issues can be followed up in detail through other mechanisms such as focus groups. To get started straight away, the HINDALCO marketing Needs Analysis and Skills gives more general information on How to Conduct and Analyze a Survey. Step 2 Analyze the market results After consulting with the customer, analyze the results of the questionnaire, focus group or one-on-one meetings to determine where the staff skill gaps lie. Compare skills already obtained with skills required to do the current job and those required for future development. You may find that customer is better suited to a different role than that which they are currently employed to do. Step 3 Create a New Marketing Strategy Create a marketing profile by recording your analysis in an easily retrievable format such as a table. Depending on the size of the organization, you may wish to record data on a sectional or divisional basis. Identify the types of courses or on-the-job experiences requested, the number and levels of people requiring marketing , and the number of sessions needed. Distinctions made between full and part-time staff will allow session times to be scheduled in working hours. Step 4 Devise the Marketing Plan Once all requirements have been worked out, draw up a marketing and Development plan to facilitate commitment to the process. The plan should list all of the courses scheduled, the types of employees identified as ideal

Step 5

New Market Development Plan Publicize the marketing and development plan to all staff, preferably providing individuals with personalized notice. This ensures that all customer are advised of the available learning opportunities and provides equal access to developmental opportunities.

Step 6

Research & Development

Subject to operational needs, make sure the organization delivers the marketing sessions! Step 7 Evaluate of Marketing Analysis Evaluate the effectiveness of the marketing at a specific later date to ensure management and customers are satisfied with the outcomes. Performance feedback sessions may also provide a good opportunity to assess whether all recommended marketing sessions were delivered.

WHAT IS QUESTIONNAIRE?

A questionnaire is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. Although they are often designed for statistical analysis of the responses, this is not always the case. The questionnaire below shows the basic questions usually asked to an employee in marketing programs. The responses by the employees will help us determine your current skill set, so we can plan the most effective marketing program to help you excel at your job.
A questionnaire is a sort of interview on paper. You create your own questionnaire by writing down all the questions you want customer to answer for you. Then you mail it to them and await their responses.

The key advantage of a questionnaire is that you can include every person from whom you want input. Customers can complete the questionnaire when and where they choose. You need not travel and spend time with all respondents. Every customer is asked the identical questions, and consequently data is very easy to compile and analyze. Questionnaires can be useful in obtaining a Big Picture of what a large number of employees think while allowing everyone to feel that they have had an opportunity to participate in the needs analysis process.

SAMPLE QUESTIONNAIRE IN DIFFERENT DEPARTMENTS

Designation: Department:
Date:

Please tick the relevant box

Total 100 points

Awareness with Vision & Strategies and Goals -Objectives


1. Fully aware of the company policy

Fully Agree

Mostly Agree

Partly Agree

Mostly Disagree

Strongly Disagree

2. Fully aware of the companies product range

Fully Agree

Mostly Agree

Partly Agree

Mostly Disagree

Strongly Disagree

3. Companies modes opirendi

Fully Agree

Mostly Agree

Partly Agree

Mostly Disagree

Strongly Disagree

4.

Companies pricing policies based on the international mineral price

Fully Agree

Mostly Agree

Partly Agree

Mostly Disagree

Strongly Disagree

5. Companies policy towards the sell of the product

Fully Agree

Mostly Agree

Partly Agree

Mostly Disagree

Strongly Disagree

6. Keeping the companies price as per the international price standard

Fully Agree

Mostly Agree

Partly Agree

Mostly Disagree

Strongly Disagree

7. Awareness about the quality of material

Fully Agree

Mostly Agree

Partly Agree

Mostly Disagree

Strongly Disagree

8.

Companies quality management towards dealers and distributer Fully Agree Mostly Agree Partly Agree Mostly Disagree Strongly Disagree

9.

Marketing support provided by the company Fully Agree Mostly Agree Partly Agree Mostly Disagree Strongly Disagree

10. Settlement of financial claim by the company Fully Agree Mostly Agree Partly Agree Mostly Disagree Strongly Disagree

11. Support provided by the company towards achieving of companies goal Fully Agree Mostly Agree Partly Agree Mostly Disagree Strongly Disagree

12.

Dealers network throughout the country. Fully Agree Mostly Agree Partly Agree Mostly Disagree Strongly Disagree

STEPS OF DESIGNING AN EFFECTIVE MARKETING PROGRAME

Step-1: SURVEY OF MARKETING: Marketing survey is the primary ground for any marketing strategy.

Step- 2: PLANING: it is the second steps of marketing strategy. Planning is essential for building any strategic marketing progamme.

Step- 3: EFFECTIVE SURVEY: The survey must be effective in such a manner so that it can be more organized.

Step- 4: CUSTOMER SATISFACTION: Marketing strategy should be prepared as per the customer satisfaction and it should customer oriented..

Step-5 : PRICING STRATEGY: pricing strategy should be prepared on the basis of competitors survey.

Step-6: RESEARCH AND DEVELOPMENT PROGRAMME: every product needs research and development programme in a continuous basis and this research and development programme should be dealt with as per the marketing strategy.

Step- 7: COMPITITORS GROWTH: It must be done during the marketing strategy survey.

Step-8: CONSUMER SURVEY: Consumer survey is a part of marketing analysis. It is essential marketing achievement towards organizational goal.

Step-9: REGIONAL SURVEY: Less effective market is to be more concentrating to develop the marketing strategy.

Step-10: PRODUCT SURVEY: Own product as well as competitors product should surveyed efficiently so that own leaps and bounds of the product.

THE MAJOR FINDINGS OF THE SURVEY IN GRAPHICAL REPRESENTATIONS

9 8 7 6 5 4 3 2 1 0 2008 2009 2010 Marketing attended gap analysis Marketing Need

Thus seen that marketing analysis helps to fill in the blanks between the marketing held and marketing attended.

PART 3 CONCLUSION
The essential elements in any elements in any commercial enterprise are materials, equipments and marketing. marketing, allied to the other marketing specializations within management, ensures a pool of manpower of the required levels of expertise at the right time. Marketing is an organized procedure which brings about a semipermanent change in behavior, for definite purpose. A marketing need assessment or marketing need analysis is the systematic method of determining if a marketing need exists and if it does, what marketing is required to fill the gap between the standard and the actual performance of the employee. Therefore, is the internship programmed helps me in the following categories or aspects, 1: To get an exposure in the corporate world. 2: To improve personal skills. 3: To improve proper job orientation. 4: improve my computer skills. 5: Interpersonal relationship management. 6: knowledge on online sales procedures.

7: sales database management. 8: helps in dealing with customer. 9: customer database management. 10: to faster a feeling of belongingness towards the organization thus ultimately helping the employee to maintain a healthy relationship within their colleagues.

BIBLIOGRAPHICAL REFERENCE FOR BOOKS

PHILIP KOTLER: Philip kotler is one of the worlds leading authorities on marketing. He is the S.C.JOHNSON & SON distinguished professor of international marketing at the kellogg school of management, northwestern university of Chicago and his ph.d at MIT, both in economics. He is the coauthor of principles of marketing and marketing. his starategic marketing for nonprofit organizations, now he is published more than one hundred articles in leading journals. 1. KEVINLANE KELLER : professor keller was on the faculty of the graduate school of business at Stanford university, where he also served as the head of the marketing group. Kellers general area of expertise lies in marketing strategy, planing,and branding. 2. ABRAHAM KOSHY: he is the professor of marketing at the Indian institute of management ahmedabad. He holds the degree from the university of kerala. He started his career as a probationary officer with the union bank

of India and subsequently switched to academics by joining the school of management at coachin. MITHILESHWAR JHA: he is the professor of marketing at the indian institute of management Bangalore. He has a post graduate degree in management degree from IIM AHMEDABAD. Teaching and research interests include product market strategy, relationship marketing, services marketing, rural marketing, and management of development progammes and institution. In a career spanning more than two and half decades. He having defined rural marketing in India and contribute to nation level policymakingin the area of public distribution.

BIBLIOGRAPHICAL REFERENCE FOR INTERNET


www.google.co.in www.hindalco.com www.training.com www.management-training-develoopment.com www.wikipedia.com www.citehr.com www.poweredge.com