0602007 market prodencial for mecanical seals

8/7/2019 0602007 Market Prodencial for Mecanical Seals

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APROJECTREPORT

ON

MARKETPRODENCIALFORMECANICALSEALS

FOREAGLE SEALS AND SYSTEMS (INDIA) LTD.

BY

ANOOP KUMAR DWIVEDI

UNDERTHEGUIDANCEOF

DR.JYOTIMISHRA

SUBMITTEDTO

UNIVERSITYOFPUNE

INPARTIALFULFILLMENTOFTHEREQUIREMENTFORTHEAWARDOFTHEDEGREEOFMASTERINMARKETING

MANAGEMENT(MMM).

THROUGHVISHWAKARMAINSTITUTEOFMANAGEMENT

PUNE-48.

2006-2008


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ACKNOWLEDGEMENT

I sincerely thank Honble director sir Mr. Sharad Joshi and Dr, Jyoti Mishra for the

guidance extended by them, which enabled me to complete the project. I would like

to extend my sincere thanks to Mr. Georg Esso, D.G.M H.R, Avinash Deshpande

(Customer support Manager) .For giving me the permission and help to do the

project. I take this opportunity to thank Vishwakarma Institute Of Management,

(Pune) and for having introduced this course and helping me to learn more about

management aspect. Finally I thank all those who have directly or indirectly helped

me in completing this project.

Anoop Kumar Dwivedi


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TO WHOMSOEVER IT MAY CONCERN

This is to certify that MR. ANOOP KUMAR DWIVEDI is a bonafide student of our

institute. He has successfully carried out his summer project MARKETPRODENCIAL

FOR MECANICAL SEAL titled, at premier enterprise, EAGLE SEALS AND

SYSTEMS (INDIA) LTD. This is original study of Mr. Anoop Kumar Dwivedi.

And important sources of data used by him have been acknowledged in his report.

The report is submitted in partial fulfillment of two years full time course of Masters in

Business Administration 2006-2008 as per the rule.

Project Guide Director

Dr.Jyoti Mishra Mr. Sharad Joshi


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INDEX

NO PARTICULAR PAGE NO

1 Introduction of project 1

2 Research Methodology 4

3 Data analysis 18

4 Marketing department 25

5 Customer Services 37

6 Swot Analysis 39

7 Conclusion 41

8 Finding 44

9 Bibliography 45


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INTRODUCTION TO THE PROJECT

The last few years have witnessed sweeping changes inour country. Waves of

liberalization and globailization have affected the way we do business. Recent times have

seen multitude of international companies doing business aggressively in the country.

This has resulted in unprecedented competition in the market to benefit of the customer.

Among other things, market wars are being found with market shares being the prime

weapon. Continous advertising building good relations with the customers and increased

customer offers have become essential for the organizations to stay in the market.

Therefore we realize that market share is the most important competitive

weapon. In this project market share has been found out .A part from market share

analysis, it is also important for the organization to keep an eye on the competitive

schemes and strategies, which affect the company performance. Another important thing

to determine is how much of the potential market has been tapped by organization, not

only this the organization also need to know whether its customer are satisfied with the

services of the organization need to know is the brand loyalty. This project has been

carried out in such a way that it gives a proper insight into the important aspects of the

customer organization relationship and to study the customer perception about the

mechanical seal. Effort has been made tofindout the exact position of Mechanical seals

and its competitors in the market of the product.


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INTRODUCTION

1.1COMPANY PROFILE

ESSIL /EKK Eagle Seals and Systems (India) Ltd is a wholly owned subsidiary of

Eagle Industry Co Ltd Japan.

ESSIL/EKK Eagle Industry Co Ltd a part of NOK Corporation, Japan is the largest

manufacturer of oil seals, static seal, Hydraulic and pneumatic equipment, nuclease

power equipment, synthetic Chemical products, electronic and optical electronic

products, with an annual turnover of US$ 2 Billion.

We started manufacturing mechanical seals in 1975 in the modest facility in Vapid as

Sealol Hindustan Ltd, a joint venture between EG & G Sealol Inc,USA and the Dalal

family of Bombay.

In 1980,the Dalal family exited the management and the Poonawalla family took over

ther reigns of Sealol Hindustan Lt.

In 1998 because of the acquisition of Sealol Worls-wide the Poonawalla family went into

a joint venture with Eagle Industry Co Ltd, Japan & thus formed Eagle Poonawalla

Industry Ltd.

Over the years we have become Indias leading manufacturer of mechanical seal backed

by a nation wide sales and service network, two modern manufacturing plants and full

fledged research and development facilities.

Professionally managed, the company pays particular attention to customer service,

personnel selection, traingin, product quality and R&D.


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INTRODUCTION

1.2COMPANY PROFILE

ESSIL /EKK Eagle Seals and Systems (India) Ltd is a wholly owned subsidiary of

Eagle Industry Co Ltd Japan.

ESSIL/EKK Eagle Industryc Co Ltd a part of NOK Coporation,Japan is the largest

manufacurere of oil seals,static seal, Hydraulic and pneumatic equipment ,nuclease

power equipment,synthetic Chemical productsm, electronic and optical electronic

products,with an annual turnower of US$ 2 Billion.

We started manufacturing mechanial seals in 1975 in the modest facility in Vapi as Sealol

Hindustan Ltd, a joint venture between EG & G Sealol Inc,USA and the Dalal family of

Bombay.

In 1980,the Dalal family exited the management and the Poonawalla family took over

ther reigns of Sealol Hindustan Lt.

In 1998 because of the acquisition of Sealol Worls-wide the Poonawalla family went into

a joint venture with Eagle Industry Co Ltd, Japan & thus formed Eagle Poonawalla

Industry Ltd.

Over the years we have become Indias leading manufacturer of mechacnial seal backed

by a nation wide sales and service network, two modern manufacturing plants and full

fledged research and development facilities.

Professionally managed, the company pays particular attentin to customer

service,personnel selection,traingin ,product quality and R&D.


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RESEARCH METHODOLOGY

Managers need information in order to introduce products and services that create value in

the mind of the customer. But the perception of value is a subjective one, and what customers

value this year may be quite different from what they value next year. As such, the attributes

that create value cannot simply be deduced from common knowledge. Rather, data must be

collected and analyzed. The goal of marketing research is to provide the facts and direction

that managers need to make their more important marketing decisions. To maximize the

benefit of marketing research, those who use it need to understand the research process and

its limitations.

Marketing Research vs. Market Research

These terms often are used interchangeably, but technically there is a difference. Market

research deals specifically with the gathering of information about a market's size and trends.

Marketing research covers a wider range of activities. While it may involve market research,

marketing research is a more general systematic process that can be applied to a variety of

marketing problems.

The Value of Information

Information can be useful, but what determines its real value to the organization? In general,

the value of information is determined by: The ability and willingness to act on the

information.


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The accuracy of the information. The level of indecisiveness that would exist without the

information. The amount of variation in the possible results. The level of risk aversion. The

reaction of competitors to any decision improved by the information. The cost of the

information in terms of time and money.

The Marketing Research Process

Once the need for marketing research has been established, most marketing research projects

involve these steps:

1. Define the problem

2. Determine research design

3. Identify data types and sources

4. Design data collection forms and questionnaires

5. Determine sample plan and size

6. Collect the data

7. Analyze and interpret the data

8. Prepare the research report

Problem Definition

The decision problem faced by management must be translated into a market research

problem in the form of questions that define the information that is required to make the

decision and how this information can be obtained. Thus, the decision


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problem is translated into a research problem. For example, a decision problem may be

whether to launch a new product. The corresponding research problem might be to assess

whether the market would accept the new product. The objective of the research should be

defined clearly. To ensure that the true decision problem is addressed, it is useful for the

researcher to outline possible scenarios of the research results and then for the decision maker

to formulate plans of action under each scenario. The use of such scenarios can ensure that

the purpose of the research is agreed upon before it commences.

Research Design

Marketing research can classify in one of three categories:

Exploratory research

Descriptive research

Causal research

These classifications are made according to the objective of the research. In some cases the

research will fall into one of these categories, but in other cases different phases of the same

research project will fall into different categories. Exploratory research has the goal of

formulating problems more precisely, clarifying concepts, gathering explanations, gaining

insight, eliminating impractical ideas, and forming hypotheses. Exploratory research can be

performed using a literature search, surveying certain people about their experiences, focus

groups, and case studies. When surveying people, exploratory research studies would not try

to acquire a representative sample, but rather, seek to interview those who are knowledgeable

and who might be able to provide insight concerning the relationship among variables. Case

Studies can include contrasting situations or benchmarking against an organization known for

its excellence. Exploratory research may develop hypotheses, but it does not seek to test

them. Exploratory research is characterized by its flexibility. Descriptive research is more

rigid than exploratory research and seeks to describe users of a product, determine the


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proportion of the population that uses a product, or predict future demand for a product. As

opposed to exploratory research, descriptive research should define questions, people

surveyed, and the method of analysis prior to beginning data collection. In other words,

who, what, where, when, why, and how aspects of the research should be defined. Such

preparation allows one the opportunity to make any required changes before the costly

process of data collection has begun.There are two basic types of descriptive research:

longitudinal studies and crosssectional studies. Longitudinal studies are time series

analyses that make repeated measurements of the same individuals, thus allowing one to

monitor behavior such as brand switching. However, longitudinal studies are not

necessarily representative since many people may refuse to participate because of the

commitment required. Cross-sectional studies sample the population to make

measurements at a specific point in time. A special type of cross-sectional analysis is a

cohort analysis, which tracks an aggregate of individuals who experience the same event

within the same time interval over time. Cohort analyses are useful for long-term

forecasting of product demand. Causal research seeks to find cause and affect

relationships between variables. It accomplishes this goal through laboratory and field

experiments.


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Data Types and Sources

Secondary Data

Before going through the time and expense of collecting primary data, one should check for

secondary data that previously may have been collected for other purposes but that could be

used in the immediate study. Secondary data may be internal to the firm, such as sales

invoices and warranty cards, or may be external to the firm such as published data or

commercially available data. The government census is a valuable source of secondary data.

Secondary data has the advantage of saving time and reducing data gathering costs. The

disadvantages are that the data may not fit the problem perfectly and that the accuracy may

be more difficult to verify for secondary data than for primary data. Some secondary data is

republished by organizations other than the original source. Because errors can occur and

important explanations may be missing in republished data, one should obtain secondary data

directly from its source. One also should consider who the source is and whether the results

may be biased. There are several criteria that one should use to evaluate secondary data.


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Whether the data is useful in the research study. How current the data is and whether it

applies to time period of interest. Errors and accuracy - whether the data is dependable

and can be verified.

Presence of bias in the data.

Specifications and methodologies used, including data collection method, response rate,

quality and analysis of the data, sample size and sampling technique, and questionnaire

design.

Objective of the original data collection.

Nature of the data, including definition of variables, units of measure, categories used,

and relationships examined.

Primary Data

Often, secondary data must be supplemented by primary data originated specifically for

the study at hand. Some common types of primary data are: Demographic and

socioeconomic. Psychological and lifestyle characteristics Attitudes and opinions

Awareness and knowledge - for example, brand awareness Intentions - for example,

purchase intentions. While useful, intentions are not a reliable indication of actual future

behavior. Motivation - a person's motives are more stable than his/her behavior, so

motive is a better predictor of future behavior than is past behavior


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Behavior Primary data can be obtained by communication or by observation. Communication

involves questioning respondents either verbally or in writing. This method is versatile, since

one needs only to ask for the information; however, the response may not be accurate.

Communication usually is quicker and cheaper than observation. Observation involves the

recording of actions and is performed by either a person or some mechanical or electronic

device. Observation is less versatile than communication since some attributes of a person

may not be readily observable, such as attitudes, awareness, knowledge, intentions, and

motivation. Observation also might take longer since observers may have to wait for

appropriate events to occur, though observation using scanner data might be quicker and

more cost effective. Observation typically is more accurate than communication. Personal

interviews have an interviewer bias that mail-in questionnaires do not have. For example, in a

personal interview the respondent's perception of the interviewer may affect the responses.


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Questionnaire Design

The questionnaire is a structured technique for collecting primary data in a marketing

survey. It is a series of written or verbal questions for which the respondent provides

answers. A well-designed questionnaire motivates the respondent to provide complete

and accurate information. The survey questionnaire should not be viewed as a stand-

alone tool. Along with the questionnaire there is fieldwork, rewards for the respondents,

and Communication aids, all of which are important components of the questionnaire

Process.

Steps to Developing a Questionnaire

The following are steps to developing a questionnaire - the exact order may vary

somewhat.

Determine which information is being sought.

Choose a question type (structure and amount of disguise) and method of administration

(for example, written form, email or web form, telephone interview, verbal interview).

Determine the general question content needed to obtain the desired information.

Determine the form of response.

Choose the exact question wording. Arrange the questions into an effective sequence.

Specify the physical characteristics of the questionnaire (paper type, number of questions

per page, etc.)

Test the questionnaire and revise it as needed.


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Required Information

To determine exactly which information is needed, it is useful to construct

Tables into which the data will be placed once it is collected. The tables will help to

Define what data is needed and what is not needed.


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Question Type and Administration Method

Some question types include fixed alternative, open ended, and projective: Fixed-

alternative questions provide multiple-choice answers. These types of questions are good

when the possible replies are few and clear-cut, such as age, car ownership, etc. Open-

ended questions allow the respondent to better express his/her answer, but are more

difficult to administer and analyze. Often, open-ended questions are administered in a

depth interview. This technique is most appropriate for exploratory research. Projective

methods use a vague question or stimulus and attempt to project a person's attitudes from

the response. The questionnaire could use techniques such as word associations and fill-

in-the-blank sentences. Projective methods are difficult to analyze and are better suited

for exploratory research than for descriptive or causal research. There are three

commonly used rating scales: graphic, itemized, and comparative. Graphic - simply a line

on which one marks an X anywhere between the extremes with an infinite number of

places where the X can be placed.

Itemized - similar to graphic except there are a limited number of categories that can be

marked. Comparative - the respondent compares one attribute to others. Examples

include the Q-sort technique and the constant sum method, which requires one to divide a

fixed number of points among the alternatives.


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Questionnaires typically are administered via a personal or telephone interview or via a

mail questionnaire. Newer methods include e-mail and the Web.

Question Content

Each question should have a specific purpose or should not be included in the

questionnaire. The goal of the questions is to obtain the required information. This is not

to say that all questions directly must ask for the desired data. In some cases questions

can be used to establish rapport with the respondent, especially when sensitive

information is being sought. Sensitive questions can be posed in ways to increase

response likelihood and to facilitate more honest responses. Some techniques are:

Place the question in a series of less personal questions.

State that the behavior or attitude is not so unusual. Phrase the question in terms of other

people, not the respondent. Provide response choices that specify ranges, not exact

numbers. Use a randomized response model giving the respondent pairs of questions with

a randomly assigned one to answer. The interviewer does not know which question the

person is answering, but the overall percentage of people assigned to the sensitive

question is known and statistics can be calculated.

Form of Question Response

Questions can be designed for open-ended, dichotomous, or multichotomous responses.

Open-ended responses are difficult to evaluate, but are useful early in the research

process for determining the possible range of responses.


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Dichotomous questions have two possible opposing responses, for example,

"Yes" and "No".

Multichotomous questions have a range of responses as in a multiple-choice test. The

questionnaire designer should consider that respondents might not be able to answer

some questions accurately. Two types of error are telescoping error and recall loss.

Telescoping error is an error resulting from the tendency of people to remember events as

occurring more recently than they actually did. Recall loss occurs when people forget that

an event even occurred. For recent events, telescoping error dominates; for events that

happened in the distant past, recall loss dominates.

Question Wording

The questions should be worded so that they are unambiguous and easily understood. The

wording should consider the full context of the respondent's situation. In particular,

consider who, what, when, where, why, and how dimensions of the question.

For example, the question,

"Which brand of toothpaste do you use?" might seem clear at first. However, the

respondent may consider "you" to be the family as a whole rather than he or she

personally. If the respondent recently changed brands, the "when" dimension of the


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Question may be relevant. If the respondent uses a different, more compact tube of

toothpaste when traveling, the "where" aspect of the question will matter. A better

wording of the question might be, "Which brand of toothpaste have you used personally

at home during the past 6 months? If you have used more than one brand, please list each

of them." When asking about the frequency of use, the questions should avoid ambiguous

words such as "sometimes", "occasionally", or "regularly". Rather, more specific terms

such as "once per day" and "2-3 times per week" should be used.

Sequence the Questions

Some neutral questions should be placed at the beginning of the questionnaire in order to

establish rapport and put the respondent at ease. Effective opening questions are simple

and non-threatening. When sequencing the questions, keep in mind that their order can

affect the response. One way to correct for this effect is to distribute half of the

questionnaires with one order, and the other half with another order.

Physical Characteristics of the Questionnaire

Physical aspects such as the page layout, font type and size, question spacing, and type of

paper should be considered. In order to eliminate the need to flip back and forth between

pages, the layout should be designed so that a question at the bottom of the page does not

need to be continued onto the next page. The font should be readable by respondents who

have less-than-perfect visual acuity. The paper stock should be good quality to project the

image that the questionnaire is important enough to warrant the respondents' time. Each

questionnaire should have a unique number in order to better account for it and to know if

any have been lost.


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Test and Revise the Questionnaire

The questionnaire should be pre-tested in two stages before distributing. In the first stage,

it should be administered using personal interviews in order to get better feedback on

problems such as ambiguous questions. Then, it should be tested in the same way it will

be administered. The data from the test should be analyzed the same way the

administered data is to be analyzed in order to uncover any unanticipated shortcomings.

Different respondents will answer the same questionnaire differently. One hopes that the

differences are due to real differences in the measured characteristics, but that often is not

the case. Some sources of the differences between scores of different respondents are:

True differences in the characteristic being measured. Differences in other characteristics

such as response styles. Differences in transient personal factors such as fatigue, etc.

Differences in situation, such as whether spouse is present. Differences in the

administration, such as interviewer tone of voice. Differences resulting from sampling of

items relevant toward the characteristic being measured.


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Market share of different companies in diesel generator: -

Mechanical seal ESSIL Flow serve Burgmann otherMarket Share 45% 40% 10% 5%

Bar Graph: -

0

5

10

15

2025

30

35

40

45

ESSIL FSIL BMI Others

3-D Column 1

ESSIL is the market leader for Mechanical seal with 46% of market share. Flow serve is in

the 2nd position the Diesel Generator sets with 37% of market share. Whereas Caterpillar &

Greaves have very less market share as compared to Kirloskar & Cummins. Others are

nowhere in the market as compared to Kirloskar & Cummins.


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ESSIL

Market Share of Mechanical seal in the following segment: -Segment Paintshop Bulk

DrugsThermalPowerplants

Refineries Others

ESSIL 10% 60% 90% 40% 70%

Type Auto D.G. Manual D.G.Market share 20% 80%

Type Auto D.G. Manual D.G. Market share 20% 80% Market share

Auto D.G. 20% Manual D.G. 80%

Auto D.G. Manual D.G. From the above pie chart I can say that Auto Mechanical Sales

have only 20%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Paintshop Tharmal

power

plant

Others

ESSIL


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FLOWSERVE:-

Segment Paint shop Bulk Drugs ThermalPower

plants

Refineries Others

Flow serve 2% 30% % 40% 70%

0

0.1

0.20.3

0.4

0.5

0.6

0.7

Segment Bulk

Drugs

Refineries

Series2Series1

Market share Auto D.G. 20% Manual D.G. 80%

Auto D.G. Manual D.G. From the above pie chart I can say that Auto Diesel Generators

have only 20% market share as compared to manual Diesel Generators market share of

80%.


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DOMESTIC CLIENTS

Reliance Industry Ltd. (All Locations)

Indian Oil Corp. Ltd. (All Locations)

Hindustan Petroleum Corp. Ltd. (All Locations)

Bharat Petroleum Corp. Ltd. (All Locations)

O N G C (All Locations)

Gas Authority India Ltd. (All Locations)

National Thermal Power Corp. Ltd. (All Locations)

Nuclear Power Corp. Of India Ltd. (All Locations)

National Fertilizer Ltd. (All Locations)

Rashtriya Chemical And Fertilizer Ltd. (All

Locations)

Ranbaxy Ltd.

National Aluminum Co. Ltd.

Vedanta Aluminum Ltd.

Tata Steel Industry Co. Ltd.

Vishakhapattanam Steel Plant

KSB Pumps Ltd.

Kirloskar Ebara Pumps Ltd.

Sulzer Pumps India Ltd.

Flowserve Pumps Divn. India.


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Bharat Heavy Electricals Ltd.

Kirloskar Brothers Ltd.

Mather & Platt Ltd.

Gujarat Machinery Manufacturer Ltd.

Navbharat Indl. Lined Equipments Ltd.

Remi Process Machinery Ltd.

Bharat Pumps & Compressors Ltd.

Warman Pumps India Ltd.

Tata Motors Ltd.

Tata Chemicals Ltd.

Finolex Industries


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INTERNATIONAL CLIENTS

ITT Goulds Pumps, USA

ITT Goulds Pumps, Korea

Weir Pumps, UK

Weir Minerals Holland

Mixing Solutions UK

Mazhekyaiy Refinery

Berezniki Azot

Denproderzinsk Azot

EBI Industry Singapore

EBI Industry Thailand

Garlovka Azot

Grodno Azot

Kazan Petrochemicals

Kemerova Azot

Kherson Refinery

Kirishi Refinery

Braston International Co. Ltd.

Cherkassy Azot

Niznikamsk Refinery & Petrochemicals

Novgorod Azot

Omsk refinery

PT South Pacific Viscose,Indonesia


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PT Indo Rama Synthetics, Indonesia

PT Poly Prima, Indonesia

PT Indo Bharat Rayon, Indonesia

Rossosh Azot

Ryzaan Refinery

Shchokino Azot

Severodonetsk Azot

Thai Acrylic Fibre Co. Ltd.

Adity Birla Chemicals, Thailand


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MMAARRKKEETTIINNGG DDEEPPAARRTTMMEENNTT

Introduction:

Marketing is typically seen as the task of creating, promoting, and deliveringgoods & services to consumers & business.

Over the years, marketing has grown from a simple sales department into a

complex group of activities.

Over time, it has gained so much importance & status that, today management

thinkers & practitioners all over the world view marketing as one of the most important

management functions in a business.

Mission Statement of Marketing Department at Eagle Seals & System India.Ltd

Our aim is to know and understand the customer so well that the

product/service fits him & sells itself.

We plan & execute the conception, pricing, promotion & distribution of

goods & services in such a way that satisfies both individual &

organizational goals.

Our goal is to deliver the desired satisfactions more effectively &

efficiently than our competitors.

Our aim is to build customer loyalty & lifetime value.

Elements of marketing at Eagle Seals & System India.Ltd

A set of beliefs about the objectives of marketing.

A set of principles for choosing marketing strategies & making marketing

decisions that are consistent with these beliefs.

A set processes that ensures that marketing develops, selects &

implements a strategy that is consistent with these beliefs & principles.


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Characteristics of the Marketing Department:

They identify their competitors & analyze them.

They study customer needs & wants in well defined market segments.

They measure company image & customer satisfaction on a continuous basis.

They collect timely information about competitors.

Marketing Process at Eagle Seals & System India.Ltd

The Marketing Process is divided into 4 parts

Market Survey

i. Identifying & Analyzing its Competitors

They identify their competitors & analyzes their strategies, objectives,

strengths, weaknesses & reaction patterns.

ii. Analyzing the market demand

They determine the needs, wants & demands of the customers, which

results in delivering value & satisfaction to the buyers.

The department maintains a good balance of consumer & competitor monitoring.

Developing the Property

Keeping in view the information gathered from the market, the property is

developed & marketed.


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Marketing Tools

Advertising

Eagle Seals & System India.Ltd very rarely makes use of this type of

marketing tool (only one per month)

WOM (Word of Mouth)

Evaluation & Control

The marketing department monitors & controls marketing activities continuously.

This is to ensure that the company achieves the sales, profits & other goals.

This consists of four steps :

Goal setting PerformanceMeasurement

PerformanceDiagnosis

CorrectiveAction

What do wewant to

achieve?

What should

we do about

it?

What is

happening?Why is it

happening?


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The whole Marketing Process at Eagle Seals & System India.Ltd can be shown in

the form the flowchart:

MARKET

SURVEY

PRODUCTDEVELOPMENT

SERVICEDEVELOPMENT

PRICING

PROMOTIONAL TOOLS TO INFORM& PROMOTE THE PRODUCT /

SERVICE

EVALUATION &CONTROL


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Roles performed by Marketing Department at Eagle Seals & System India.Ltd

Defines the

Business mission

Analyzes environmental,competitive & business

situation

Developsobjectives, goals

& strategies

Defines the product,market, distribution &

quality plans toimplement the business

strate ies

Develops programs &operating plans


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STRUCTURE OF THE MARKETING DEPARTMENT


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MARKETING ENVIRONMENT

Marketing environment consists of the actors and forces outsides marketing MCI affects the

marketing managements ability to develop and maintain successful transactions with its

target customers

The Marketing Environment is made up of internal (micro) environment and external

(macro environment. Eagle Seals & System India.Ltd marketing environment

comprises of the following:-

INTERNAL ENVIRONMENT:-

1. Custodians of the goods, storekeepers.

2. Producers of the goods.

3. Transporting agencies.

4. Weighing & loading units.

5. Finance department.


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EXTERNAL ENVIRONMENT: -

1. Local people.

3. Law enforcement bodies.

5. Market as a whole.


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MARKETING POLICIES OF BY PRODUCTS &

SECONDARY PRODUCTS

The marketing policies of any Organization mainly depend upon the movements policies.

The other factors also affecting the marketing policies such as the policies of the

Competitors market trend, position in the market etc. so, the marketing policies of any

Organization is flexible and varies according to the above factors.

Eagle Seals & System India.Ltd made its own marketing policies based on the market

terns, quality of the products, quantity demanded, price of their competitors products . At

present, plant is following the basis of marketing as under:

Product knowledge

Market demand awareness and sensitivity

Quick response to market situation

Direct contact with the customers

Innovative strategy

Attractive and competitive pricing

Resource utilization

Customer satisfaction

Assumed delivery

Prompt after sales service, complaint, settlement

Sales realization

Besides these other steps are being also taken such as all destinations are remained

among the customers, the emphasis is laid to cultivation long term relationship with


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dedicated customers, the structure of marketing organization is also modified to make it

more extensive and customer oriented. Thus Eagle Seals & System India.Ltd policies

are changing more from selling the products to marketing of the products. An open door

policy is adopted with an account on Supplier Customer: rather than all other promote

true relationship. The pricing structure today is more simply flexible and in tune with the

market situation.


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ADVERTISING POLICY:-

Companies in the present scenario of globalization and liberalization needs to do more

than making good product or competitively pricing its product-they need to inform

consumers about product and carefully position product in consumers mind.

Advertising is the best form of non-personal communication it is good way to inform

and persuade. Advertising serves the dual purpose of informing the product benefit and

positioning the product in consumers mind.

Eagle Seals & System India.Ltd, products (i.e. products) is used mainly of

industrial use. Its product is the raw material for most of its consumers. The customer

base of Eagle Seals & System India.Ltd is knowledgeable and knows about the

products and its benefit so on special effort is needed inform them about the product.

In Eagle Seals & System India.Ltd, the main form of advertising is Tender Notice and

notice other form of advertising is also used but rarely.

Information is provided to various persons through advertising, which are directly or

indirectly related with company. There are:-

1. Customers

2. Users

Public relation Department of Eagle Seals & System India.Ltd looks after the

advertising policy of Bokaro Steel Plant. All decisions related with advertising are taken

by both Marketing and public relation Department jointly. Supported by sales co-

ordination.


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All advertisement of SAIL mainly contains factual date related to the products and its

comparative advantage over other similar products some times it also contains

information related to sales of a particular kind of product.

Main media used for advertising these products are newspapers and business magazines.

News papers and business magazines are selected based on the following criterions:-

1. Kind of product to be advertised and its used.

2. Are where the product is in demand.

3. Circulation of a particular newspaper and business magazines in the area.

4. Cost of advertising.


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CUSTOMER SERVICE

Marketing Department always tries to provide Quality service to the customers. For

this they have made a distinctive policy for providing the required services to the

customers on the basis of their specifications.

Some important Policies are as follows:

Meeting with customers.

Demand fulfillment.

Periodic visit of technical personal to customer premises.

Quick settlement of complaints.

Replacing the rejected materials (in case of By- products)

Trying to meet customer schedules.

Entering into long term Industrial/Personal/Consumer Relationship.

Periodic monitoring of order and supply.

ON CUSTOMER SATISFACTION LEVEL

In almost every company, customers are very important. So in this competitive world, the

customer satisfaction is also an important factor for the survival of the company. SAIL/Eagle

Seals & systems India Ltd. marketing division also tries its best to satisfy the customers.

However still there are certain obligations in that and those should be removed as early as

possible.

When we asked certain customers of Secondary product (Scraps and By Products),

some positive and negative points were found out, these are:


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Positive points

The quality of the material is good as compared to other Steel Industry.

The relationship and behavior of the employees in Marketing and Shipping

Department is very good with the customer.

Negative points

Price of the product/material is high.

The rules and regulations are very tough.

Refund of Security money is done late.

Delay occurs in the delivery of materials i.e. from submission of Demand Draft to

Delivery of materials.

Some small manufacturers said the t materials/products should be sold by Fixed

Price method only so that the small manufacturers who purchase materials in the

range of 1500T to 2500T can also purchase easily.


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SSWWOOTT AANNAALLYYSSIISS

STRENGTH:

Huge infrastructure, which provides a strong base for better production and marketing.

As it is a government undertaking faith amongst customer is almost 100%, so they do not

hesitate to pay heavy advances while placing orders for secondary products.

Eagle Seals & System India.Ltd never comprises regarding QUALITY so it has

superior quality product, in all categories of primary and secondary product.

In Eagle Seals & System India.Ltdcustomer is the KING so total care is taken to retain

exiting customers. The customer service is highly acknowledged by one and all.

Eagle Seals & System India.Ltdhas T.Q.Pi.e. Total Quality People, who are honest,

hard working and totally dedicated towards there work and organization.

There is a well- balanced co-ordination and interaction among various marketing

department.

A strong network of workforce who are ever ready to take up challenges of any kind in

production and marketing.

An advanced technological technological support is provided to marketing department.

Great emphasis is given to after-sales relation with regular and new customers.

Eagle Seals & System India.Ltdhas tried its best to fulfill the demand of its customers as

it has a systematic procedure of sales.


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The brand name Eagle Seals & System India.Ltd has goodwill in national and

international market, for both primary and secondary products.

A strong force of research team ofEagle Seals & System India.Ltd, backs marketing of

secondary products by re-processing it into superior quality product. This has enhanced the

demand for secondary product ofEagle Seals & System India.Ltd.

Its wide spread marketing centers all over the world has placed the marketing department

of ES&SIL in the for-front.


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CONCLUSION

Eagle Seals & System India.Ltd which is one of largest producer of mechanical

seal is known for the quality of seal not only successful in its consistency in

producing quality seal but also optimizing its utilization with its available resources

by the processing and production of by products. The company should maintain not

only its consistency in quality but also provide more customer service and should

make much more better relation with a customer than before. By above discussion in

the study we found that Eagle Seals & System India.Ltd has big market share for its

by products. Though Eagle Seals & System India.Ltd does not use aggressive selling

style ore any specific marketing strategy but even it sells its by products very easily.

But is possible that in future Eagle Seals & System India.Ltd may get difficulties in

selling its by products as more & more refineries 7 seal plants are showing their

interests in this area. By products are very big source of revenue so it is very

important to give special care to this. It is very much rate market these By Products

with very serious efforts. A separate marketing strategy is required for it. For

developing a new marketing strategy we will have to analyze the finding of the

study very keenly. We saw most of or customers are satisfied with the quality of the

products but even then they need a bit more purified chemicals. Just like that most of

our customers dont like to fulfill the officials formalities etc. In addition o that we

found from past sales records that sales are stagnant. There is no big positive change

in sales figure of last few years, which is not aged sign for business. Though gods are

sold easily but it should be increased with the change of time.


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1) Why do prefer to purchase from Eagle Mechanical seals?

Quality Cheap transportation Local market Other (specify)

60 20 15 5

60%20%

15% 5%

Quality

CheapTrasportation

Local Market

Othere

Maximum No. Of Customer Satisfied with quality level


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2) 2. What are the main benefits, which you receive from Eagle Mechanical seals?

Quality Price Availability Credit facility Transportation

40 20 25 10 5

40%

20%

25%

10% 5%Quality

Price

Availability

Credit facilityTransportation


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FINDINGS


Market share Auto D.G. 20% Manual D.G. 80%

Auto D.G. Manual D.G. From the above pie chart I can say that Mechanical seals have

only 20% market share as compared to manual Mechanical seals market share of 80%.



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BIBLIOGRAPHY

BOOKS-

Marketing Management

Rajesh Saxsena

Philiphy cotlar

INTERNET SITES-

www.google.com

www.eagle.com

www.ekk.com


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QUESTIONNAIRE

Eagle Mechanical seals

QuestionnaireName and address of the customer..

3) In which category of customer do you belong?

a) Traderb) Manufacture

c) Processord) Other

4) Since when you are dealing with Eagle Mechanical seals?

a) Below 5 yearb) 5 year-10 yearc) Above 10 year

5) Why do prefer to purchase from Eagle Mechanical seals?

a) Qualityb) Cheap transportationc) Local marketd) Other (specify)

6) What is the annual turnover of Eagle Mechanical seals?

a) Below 50 lakhsb) 50 lakhs 1 crorec) Above 1 crore

7) What are the main benefits, which you receive from Eagle Mechanical seals?

a) Qualityb) Pricec) Availabilityd) Credit facilitye) Transportation


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8) Are you satisfied with the quality of product?

a) Yesb) No

9) What type of pricing method preferred by you while you are dealing with theEagle Mechanical seale?

a) Fixed priceb) E- auction

10)What mode of transportation are you using?

a) Railwaysb) Roadways

11)What type of products do you purchase from Eagle Mechanical seale?

a) Primary productb) Secondary productsc) By-productsd) Scrapes

10) For what purposs do you use the by products purchased from Eagle Mechanicalseale?

a) Tradingb) Consumption

11) Are you dealing with any other company other then Eagle Mechanical seale?

a) Yesb) No

12)Have you faced any difficulties while dealing with Eagle Mechanical seale?

a) Yesb) No

13)Did you complain about the problem faced?


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a) Yesb) No

14)Did your complaints get executed?

a) Yesb) No

0602007 market prodencial for mecanical seals

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