ASCO

NTCC PRESENTATION

Marketing Practices in a
Manufacturing Firm

By Saniya Mariyam
A2000420005
1
 Structural Insulation & Glazing
Company ASCO

• SIGTuff is a glass manufacturing and processing firm in

Lucknow. They deal with a variety of glasses like
toughened glass, insulated, laminated, decorated, float
and ceramic to name a few.
• The demand for processed glass has skyrocketed in the
recent years with people now demanding toughened
glass even for their homes where earlier, this quality of
glass was only used in office buildings, airports and
hotels.
• They have recently worked with Tata Motors, Lucknow
Metro Rail Corporation, UPSRTC and Shalimar
Corporation.
• Some of their upcoming projects include Kanpur Metro,
Lucknow Airport-Terminal 3, AIIMS Gorakhpur and Hotel 2
Holiday Inn.
 Job Profile ASCO

• Support the marketing

team in their daily
administrative tasks.
• Verbal and written
communication with
customers.
• Work on brand
strengthening and
reputation.

3
 Tasks Performed ASCO

• Website revamping- In the post-covid world, the

company realized the importance of a good website
design with top-notch user experience and directed the
marketing team to recreate content, pictures and tabs
included on the website which would later be updated by
a partnering Design firm.

4
ASCO

5
ASCO

6
 ASCO

• Seasonal Promotion Scheme-

This helped in attracting attention to the business, which was much
needed post the second covid lockdown as it would increase revenue
in an otherwise quiet period. In the past few years it was seen that
during Monsoon season the sales would dip down marginally. To boost
up the sales, this period was strategically selected so that retailers
would continue to buy at the same rate to reach the offered prize.
Production, Planning and Control team was working out the rate and
fluctuations in purchase of raw material. While the team analysed an
increase in sales, they did not want to hoard the raw materials in the
warehouse. At the same time, they did not want to generate a traffic
that would be out of their control. Keeping all these things in mind and
analysing previous data, the marketing team was briefed that the first
prize would be a Royal Enfield, the second would be an iPhone 12
(128 GB) and the third would be a Samsung 580 litre refrigerator.

7
 ASCO

• The marketing team then had to plan and create a buzz

about this scheme. Email marketing was extensively
used to make the customers aware about this monsoon
scheme. Follow up emails were continuously sent stating
that they were short of a few tons of purchase to get the
prize.
• Multiple phone calls were also made to ensure that the
excitement would not die down from the customers’ end.

8
 Major Learnings ASCO

• The biggest learning from this internship was to see a

manufacturing unit from the inside and to understand how it
functions. The marketing practices deployed in a B2B varied
extensively from what we usually apply in a B2C. The use of social
media is almost negligible here. But website and SEO are the rulers
in this industry. They help increasing its visibility online, promote
their services in a digital space, provide key data about the
company to potential customers, help in establishing a social proof
and credibility and ultimately, funnels into an increased sales.
• Gained practical experiences from use of relevant terminology to
designing a seasonal promotional campaign. Real world application
of follow up marketing, content creation and inbound marketing.

9
 ASCO

THANK YOU!

10