Professional Documents
Culture Documents
A PROJECT REPORT ON
HINDALCO, KOLKATA
(project report on training development programme and customer survey of particular company)
Submitted to
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.
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
CONTENTS
1. EXECUTIVE SUMMARY
PART 1
2. COMPANY PROFILE
Brief introduction of the company History of the organization The current partners of HINDALCO
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 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
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
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 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.
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
500440 Dividend Yield (%) INE038A01020 Market Cap (Rs Mn) P/E
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
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.
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.
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.
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.
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
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.
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?
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.
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.
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.
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.
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.
Selecting Products
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.
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
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
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.
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
Market LEVEL
Customer LEVEL
Individual LEVEL
THE FOLLOWING DAIGRAM SHOWS THE VARIOUS PROGRAMS UNDER EACH LEVEL
Marketing Analysis
Activities to improve
Product analysis
Domestic Market
International Market
Marketing needs
Marketing Analysis
In House Marketing
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.
PRODUCT ANALYSIS
CUSTOMER APPRAISAL
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.
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.
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.
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.
PRODUCT ANALYSIS
CUSTOMER APPRAISAL
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.
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
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.
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
sources.
courses and departments. The marketing manager also evaluates the feasibility of conducting these marketing.
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.
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.
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
Entry criteria
Existing of an approved marketing plan, and/ or
Marketing needs of individual employees identified
4. Inputs
Inputs are:
Marketing plan
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
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
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.
Designation: Department:
Date:
Fully Agree
Mostly Agree
Partly Agree
Mostly Disagree
Strongly Disagree
Fully Agree
Mostly Agree
Partly Agree
Mostly Disagree
Strongly Disagree
Fully Agree
Mostly Agree
Partly Agree
Mostly Disagree
Strongly Disagree
4.
Fully Agree
Mostly Agree
Partly Agree
Mostly Disagree
Strongly Disagree
Fully Agree
Mostly Agree
Partly Agree
Mostly Disagree
Strongly Disagree
Fully Agree
Mostly Agree
Partly Agree
Mostly Disagree
Strongly Disagree
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
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.
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.
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.