Assignment of Marketing Management

7/25/2019 Assignment of Marketing Management

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Assignment of

MARKETING MANAGEMENT

Submitted to :- Ms. Gunjan Rana

Submitted By :- Harleen Kaur

Harpreet Kaur Walia

Himanshu Shrivastava

Hitesh Shrivastava

Rakesh Kumar Hans


2/21

INDEX

ntrodu!tion o" #RM ntrodu!tion o" #SR

#SR o" S$%

#SR o" Mahindra & Mahindra

#SR o" '$'$ Group

#SR o" Bajaj $uto %td.

#SR o" R%

#on!lusion

Cause-Related Marketing


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$ltruism. #orporate responsibility. (hilanthropy. 'hese are o"ten used to des!ribe

!ause-related marketin)-*hen businesses join *ith !harities or !auses to market an

ima)e+ produ!t+ or servi!e "or mutual bene,t. mbra!in) a !ause makes )ood

business sense. othin) builds brand loyalty amon) today/s in!reasin)ly hard-to-

please !onsumers like a !ompany/s proven !ommitment to a *orthy !ause. 0ther

thin)s bein) e1ual+ many !onsumers *ould rather do business *ith a !ompany thatstands "or somethin) beyond pro,ts.

Powerful marketing edge

#ause-related marketin) !an be!ome a !ornerstone o" your marketin) plan. 2our

!ause-related marketin) a!tivities should hi)hli)ht your !ompany/s reputation

*ithin your tar)et market. #ause-related marketin) !an positively di3erentiate your

!ompany "rom your !ompetitors and provide an ed)e that delivers other tan)ible

bene,ts+ in!ludin):

n!reased sales n!reased visibility

n!reased !ustomer loyalty

nhan!ed !ompany ima)e

(ositive media !overa)e

By !hoosin) a !ause you are passionate about+ !ause-related marketin) is

emotionally "ul,llin). t/s a *ay to mer)e your pro,t !enter *ith your 4passion

!enter4 and build a business that mirrors your personal values+ belie"s and inte)rity.

" your !ause also resonates *ith your tar)et market+ your a!tivities *ill )enerate

tremendous )ood*ill and media attention !an be its side e3e!t.

Real-orld !u""ess !tor#

#osmeti! dentist Mark M!Mahon made himsel" a media mini-!elebrity *ith a thrivin)

pra!ti!e due in part to his hi)h-pro,le pro bono *ork in his !ommunity+ a strate)y

that landed him radio and '5 appearan!es in areas *here he *orked. M!Mahon

established partnerships *ith lo!al !harities+ in!ludin) a homeless shelter and a

shelter "or battered *omen+ and o3ered "ree dental servi!es to their members.

Be"ore ea!h event+ he !onta!ted lo!al media and let them kno* *hat he *as up to.

Several '5 !re*s sho*ed up+ ,lmed him treatin) patients+ and later aired the

se)ments on the evenin) ne*s.

4'hese events *ere surprisin)ly easy to arran)e+ and every year+ they/d help us )et

press simply by doin) these !haritable promotions+4 M!Mahon says. 4%o!al

television ne*s stations loved the emotional element. $nd it *as obviously

re*ardin) to see patients a"ter *e/d treated them *ho/d been in pain "or months

talkin) about ho* )lad they *ere to be relieved o" their tootha!hes.4


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$nother proje!t involved the 6elan!ey Street 7oundation+ a residential edu!ation

!enter "or "ormer substan!e abusers and e8-!onvi!ts. 4 a)reed to treat some o"

their members/ a!ute dental needs+4 M!Mahon says. 4 1ui!kly appre!iated the

media appeal o" trans"ormin) the appearan!e o" these rou)h-lookin) )uys *ith

terrible smiles.4 M!Mahon !aptured the event *ith be"ore and a"ter photos. 4'hese

)uys had missin) teeth and terrible smiles+4 he says. 4So had a pro"essionalphoto)rapher !apture be"ore pi!tures o" these )uys in street !lothes *ith their

snarlin) "a!es. $"ter ,8ed their teeth+ *e took more pi!tures+ but this time dressed

the )uys in suits and ties+ no* lookin) like la*yers and a!!ountants+ *ith me sittin)

ri)ht in the middle. 'he media loved it+ and it *as )reat seein) these men lookin)

like ne*.4

M!Mahon/s '5 appearan!es !reated name re!o)nition. 4$"ter did the story on a

lo!al television sho*+ *as re!o)ni9ed in my )ym by a masseuse *ho had seen the

sho*+4 M!Mahon re!alls. 4She said+ / *as thinkin) about you this mornin) *hile

*as ossin) my teeth./ She be!ame a )reat sour!e o" re"errals.4 ;8!erpted "rom the

book Get Sli)htly 7amous: Be!ome a #elebrity in 2our 7ield and $ttra!t More

Business *ith %ess 3ort+ by Steven 5an 2oder years in S$% as sho*n

belo*: Re)ular monitorin) and audit o" ener)y !onsumption in various shops has

resulted in de,nite ener)y !onservation measures that have yielded !onsiderably

bene,ts. Some o" these measures are :

(ro!ess Modi,!ations

#onversion o" ener)y intensive 0H "urna!e to 'H "urna!e "or steel makin) as

an interim step .

ntrodu!tion o" !oal dust inje!tion+ "or inje!tion in blast "urna!es.

Lsa)e o" nut !oke in blast "urna!es to !onserve metallur)i!al !oke.

Repla!ement o" some o" the pusher type reheatin) "urna!es to *alkin) beam

"urna!es in rollin) mills.

n!reased proportion o" !ontinuous !astin) in steel.

ntrodu!tion o" bri1uetted !oal !har)e in !oke ovens "or improvement in !oke

1uality. Lse o" spon)e "orm in blast "urna!es..

Measurin) nstruments

(rovision o" !ompensated steam o* meters alon)*ith inte)rators.

(ro!urement o" thermote!hni!al instruments "or ener)y !onservation like 0

analysers+ hand-held pyrometers.

ner)y %oss Redu!tion

$luminium sheet !laddin) o" steam !olle!tors.

'imely repla!ement o" "aulty steam traps.

0n-line steam leaka)e plu))in).

(rovision o" hi)h emmissivity !oatin) in hi)h temperature "urna!es.

'hermal insulation o" "uel tanks.

6ouble skid insulation in reheatin) "urna!es.

%i)ht %oad Redu!tion

Lse o" translu!ent sheets on roo"-top in mill areas

Repla!ements o" H(M5 lamps by H(S5 lamps

ntrodu!tion o" time s*it!hes "or !ontrollin) day time loadin)

P0**1TI0N C0NTR0*

n the pro!ess o" steel-makin)+ even *ith the latest te!hnolo)ies available+ it is not

possible to !ompletely eliminate pollution in any o" its diverse "orms - air+ *ater+

noise or solid *aste. 3orts to !ontrol the pollution mena!e are+ there"ore+ bein)

ta!kled in several *ays.


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(ollution+ on!e )enerated+ needs to be arrested and treated be"ore the pollutants

are released into the ambient environment.

n S$%+ over > air pollution !ontrol e1uipment in the "orm o" ba) ,lters+ S(s+5entury s!rubbers+ !y!lones are operatin) at its various plants. 7or ta!klin) *ater

pollutants+ over !ontrol devi!es are in pla!e in!ludin) B06 plants. $s a leader in

the steel industry in ndia+ S$% has "re1uently been the ,rst to introdu!e the latest

available te!hnolo)ies in the area o" pollution !ontrol.

$R NL$%'2

#omprehensive and stru!tured initiatives in S$% have si)ni,!antly brou)ht do*n

the pollution load ;sta!k emission< to .F k)t!s "rom >.J k)t!s in a de!ade.

nstallin) ne* air pollution !ontrol "a!ilities in shops and au)mentin) the !apa!ity o"

the e8istin) ones are helpin) the sta!k emission to !omply *ith the statutorynorms. 'he sta!ks o" the spe!ial steel plants are > !omplyin) *ith norms *here

as "or those o" the inte)rated steel plants+ )aps have been identi,ed and *ork is

under pro)ress to meet the re)ulatory standards.


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S0%6 W$S' M$$GM'

0ver the last "e* years+ !on!erted e3orts are on to ma8imi9e utilisation o" these

*astes. 'he )ranulated B7 sla) is bein) sold to !ement manu"a!turers *hile the air-

!ooled B7 sla) is bein) used in all the S$% plants "or repair o" roads in the

to*nships. t *as also "ound suitable "or use as !on!rete a))re)ate+ road a))re)ate+

"or both base- and *ear-!ourses and "or bituminous mi8es. Steel meltin) sla) is

partly bein) re!y!led throu)h B7 and sinter plants utilisin) the presen!e o" use"ul

!omponents like #a0+ M)0+ 7e+ Mn0+ thereby !onservin) u8 material and savin)

the natural de)radation to that e8tent. 'he sla) "rom steel makin) ;B07 sla)< has

proved to be an e8!ellent rail*ay ballast material and+ as su!h+ is bein) usede8tensively "or the internal rail net*orks o" S$% plants as *ell as bein) sold to

ndian Rail*ays.

'he solid *aste arisin)s rate has been )radually brou)ht do*n to the level o" FF?

k)t!s durin) F- J+ "rom a hi)h level o" JE k)t!s in - >.

Ma+indra Ma+indra

'he LS OJ.I billion Mahindra Group is amon) the top > industrial houses in ndia.Mahindra is the market leader in multi-utility vehi!les in ndia t made a milestone

entry into the passen)er !ar se)ment *ith the %o)an. Mahindra & Mahindra is the

only ndian !ompany amon) the top tra!tor brands in the *orld.'he Group has a

leadin) presen!e in key se!tors o" the ndian e!onomy+ in!ludin) the ,nan!ial

servi!es+ trade+ retail and lo)isti!s+ automotive !omponents+ a"ter-market+

in"ormation te!hnolo)y and in"rastru!ture development. Mahindra has re!ently

made an entry in the t*o-*heeler se)ment *hi!h *ill see the !ompany emer)e as a


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"ull-ran)e player *ith a presen!e in almost every se)ment o" the automobile

industry.

Mahindra/s 7arm 1uipment Se!tor is the proud re!ipient o" the =apan Nuality Medal+

the only tra!tor !ompany *orld*ide to be besto*ed this honour. t also holds the

distin!tion o" bein) the only tra!tor !ompany *orld*ide to *in the 6emin) (ri9e.'he LS based Reputation nstitute re!ently ranked Mahindra amon) the top >

ndian !ompanies in its Global : 'he World/s Best #orporate Reputations

list.Mahindra is also one o" the "e* ndian !ompanies to re!eive an $P GR !he!ked

ratin) "or its ,rst Sustainability Report "or the year I-.

C!R of Ma+indra Ma+indra

#orporate So!ial Responsibility has al*ays been an inte)ral part o" the Mahindra

Group/s vision and the !ornerstone o" our #ore 5alue o" Good #orporate #iti9enship.-

Keshub Mahindra+ #hairman

'he Mahindra Group de,nes #orporate So!ial Responsibility as makin) so!ially

responsible produ!ts+ en)a)in) in so!ially responsible employee relations and

makin) a !ommitment to the !ommunity around it. $t the Mahindra Group+

#orporate So!ial Responsibility is not just a duty@ it/s a *ay o" li"e. n F+ the

Group !elebrated its Jth anniversary by rene*in) its !ommitment to #orporate

So!ial Responsibility. t pled)ed to dedi!ate > o" its pro,t ;a"ter ta8


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'he Mahindra 7oundation has been set up *ith a spe!i,! obje!tive: to provide

medi!al relie" to the poor and needy se!tions o" so!iety. 'he "oundation has helped

patients su3erin) "rom !an!er+ heart ailments as *ell as burn vi!tims. t has also

been very a!tive durin) national !alamities and disasters and has helped !ontribute

and mobilise resour!es. 'he "oundation also e8tends its support to a!ademia and

other pro"essionals and sportsmen by helpin) them attend *orkshops and!on"eren!es overseas.

'he Mahindra Group has al*ays been very responsive to any major disaster in ndia.

Whether it/s been the tsunami or the Gujarat earth1uake+ the Mahindra "amily has

)ot to)ether and al*ays provided support either by *ay o" ,nan!ial help or by *ay

o" sendin) vehi!les+ supplyin) material or manpo*er.

Arts and Culture

'he Mahindra 8!ellen!e in 'heatre $*ards ;M'$< is the latest in the Mahindra

GroupCs e3orts to en!oura)e national theatre in t*o broad !ate)ories - mer)in)

theatre and stablished theatre. 'he annual a*ards are in tune *ith the GroupCs

#orporate So!ial Responsibility pro)rammes+ *hi!h have already re!eived a ,llip in

the #on)lomerateCs Jth anniversary year. 'he a*ards *ill initially !over n)lish &

Hindi theatre and in!lude other lan)ua)e produ!tions at a later sta)e. 'he #riti!Cs

(anel+ !onsistin) o" e8pert theatre and literary personalities based in the "our

metros+ has overseen the sele!tion o" the plays in both !ate)ories.'he a*ards are in

the "ollo*in) !ate)ories ;separately "or ea!h !ate)ory


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=alan+ Shabana $9mi+ la $run+ Shashi Kapoor+ Qa"ar Hai and M. S. Sathyu. 'he

Mahindra Group also plans to set up a Mahindra $!ademy "or 8!ellen!e in 'heatre.

TATA Grou$'he 'ata Group is a multinational !on)lomerate based in Mumbai+ ndia. n terms o"

market !apitali9ation and revenues+ 'ata Group is the lar)est private !orporate

)roup in ndia and has been re!o)ni9ed as one o" the most respe!ted !ompanies in

the *orld over the years. t has interests in steel+ automobiles+ in"ormation

te!hnolo)y+ !ommuni!ation+ po*er+ tea and hotels. 'he 'ata Group has operations

in more than F !ountries a!ross si8 !ontinents and its !ompanies e8port produ!ts

and servi!es to nations. 'he 'ata Group !omprises ? !ompanies in seven

business se!tors+ I o" *hi!h are publi!ly listed. JF. o" the o*nership o" 'ata

Group is held in !haritable trusts. #ompanies *hi!h "orm a major part o" the )roup

in!lude 'ata Steel+ #orus Steel+ 'ata Motors+ 'ata #onsultan!y Servi!es+ 'ata

'e!hnolo)ies+ 'ata 'ea+ 'itan ndustries+ 'ata (o*er+ 'ata #ommuni!ations+ 'ata

'eleservi!es+ 'ata $uto#omp Systems %imited and the 'aj Hotels.'he )roup takes

the name o" its "ounder+ =amsetji 'ata+ a member o" *hose "amily has almost

invariably been the !hairman o" the )roup. 'he !urrent !hairman o" the 'ata )roup

is Ratan 'ata+ *ho took over "rom =. R. 6. 'ata in >??> and is !urrently one o" the

major international business ,)ures in the a)e o" )lobality. 'he !ompany is !urrently

in its ,"th )eneration o" "amily ste*ardship.

C!R of TATA Grou$

'he term !orporate sustainability is o" relatively re!ent vinta)e. ot so thephilosophy o" so!ial responsibility that underlines the 'ata *ay o" !ondu!tin) its

businesses. 'he multitude o" so!ial development and environment initiatives 'ata

has nurtured "rom its earliest days o*s "rom a *ellsprin) o" voluntary+ as opposed

to obli)atory+ !ommitment

Communit# initiati/es

6i3erent 'ata !ompanies have in-house or)anisations to implement and mana)e

the !ommunity development proje!ts that they undertake. 'he most prominent o"

these are the 'ata #hemi!als So!iety "or Rural 6evelopment+ the 'ata Steel Rural

6evelopment So!iety+ Rallilove $#'S ;$ssistin) #ommunities 'hrou)h Servi!e< and5oltas "or Women.

En/ironment

'he 'ata )roup is "a!in) up to the !hallen)e o" !limate !han)e and makin) it

inte)ral to its pro!esses. #oordinatin) and dire!tin) the !limate !han)e e3orts o"

the )roup/s !ompanies are some o" the senior-most 'ata leaders.


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Tata trusts

Stron) belie"s on sharin) o" *ealth led the "ounders o" the 'ata )roup to endo* a

number o" philanthropi! trusts that annually support premier a!ademi! institutions+

so!ial and !ommunity !auses+ and pro)rammes "or the upli"t o" the under-

privile)ed.

Sir 6orabji 'ata and allied trusts:

Sir Ratan 'ata 'rust:

= 'ata ndo*ment:

Institutions

'he national institutes o" learnin) and resear!h that 'ata helped establish and!ontinues to support.

ndian nstitute o" S!ien!e

=R6 'ata !ote!hnolo)y #entre

'ata nstitute o" 7undamental Resear!h

'ata nstitute o" So!ial S!ien!es

'ata Memorial #entre

'ata Medi!al #entre

(a.a. Auto

Bajaj $uto is a major ndian automobile manu"a!turer. t is ndia/s lar)est and the

*orld/s Eth lar)est t*o- and three-*heeler maker!itation needed. t is based in

(une+ Maharashtra+ *ith plants in $kurdi and #hakan ;near (une.F billion.

C!R of (a.a. Auto *td2


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Bajaj $uto is !ommitted to nation-buildin) and !ontributin) to the upli"t and

development o" the *eaker se!tions o" so!iety. 'his is a le)a!y o" our "ounders+

=amanalalji+ Kamalnayanji and Ramkrishna Bajaj.

3ankide/i (a.a. Gram 4ikas !anst+a 53(G4!6

Bajaj $utoCs #orporate So!ial Responsibility to*ards the rural poor is !arried out by

a trust+ =ankidevi Bajaj Gram 5ikas Sanstha ;=BG5SDF-bed hospital at $uran)abad in Western Maharashtra+ the

Kamalnayan Bajaj Hospital provides hi)h-1uality se!ondary and tertiary health!are

and spe!ialist "a!ilities under one roo". ts panel o" reno*ned "ull-time !onsultants

provides !omprehensive multi-spe!ialty !are and advan!ed sur)i!al pro!edures

su!h as !oronary artery bypass+ beatin) heart )ra"t sur)eries+ joint repla!ements+

!omple8 neurosur)i!al pro!edures+ kidney transplants. 'he hospital/s *ell-desi)ned

suite o" ,ve operation theatres is e1uipped to !ater to !omple8 sur)i!al pro!edures.

'he hospital has state-o"-the-art "a!ilities like a !ardia! !atheterisation lab+

advan!ed spiral !omputer topo)raphy ;#'< s!anner+ a !olour doppler T all "rom G

Medi!al Systems T a Ma! F-series stress test ma!hine+ a holter monitor "rom

G-Mar1uette+ ultra-tou!h dialysis e1uipment "rom Ba8ter and an advan!ed reverse

osmosis plant.

RI* 5Relian"e Industries *imited6

Relian!e ndustries %imited ;S: R%$#< is ndia/s lar)est private se!tor

!on)lomerate ;and se!ond lar)est overall< *ith an annual turnover o" LSO DF.?

billion and pro,t o" LSO E.F billion "or the ,s!al year endin) in Mar!h makin)

it one o" ndia/s private se!tor 7ortune Global F !ompanies+ bein) ranked at Jth

position ;


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$mbani has been a pioneer in introdu!in) ,nan!ial instruments like "ully !onvertible

debentures to the ndian sto!k markets. $mbani *as one o" the ,rst entrepreneurs

to dra* retail investors to the sto!k markets. #riti!s alle)e that the rise o" Relian!e

ndustries to the top slot in terms o" market !apitali9ation is lar)ely due to

6hirubhai/s ability to manipulate the levers o" a !ontrolled e!onomy to his

advanta)e. 'hou)h the !ompany/s oil-related operations "orms the !ore o" itsbusiness+ it has diversi,ed its operations in re!ent years. $"ter severe di3eren!es

bet*een the "ounder/s t*o sons+ Mukesh $mbani and $nil $mbani+ the )roup *as

divided bet*een them in J. n September + Relian!e ndustries *as the only

ndian ,rm "eatured in the 7orbes/s list o" 4*orld/s > most respe!ted !ompanies4.

C!R of RI*

So!ial *el"are and !ommunity development is at the !ore o" Relian!eCs #orporate

So!ial Responsibility ;#SR< philosophy and !ontinues to be a top priority "or the

#ompany. t revolves around the #ompanyCs deeply-held belie" in the prin!iple o"

symbioti! relationship *ith the lo!al !ommunities+ re!o)ni9in) that businessultimately has a purpose - to serve human needs. #lose and !ontinuous intera!tion

*ith the people and !ommunities in and around the manu"a!turin) divisions has

been the key "o!us *hile strivin) to brin) around 1ualitative !han)es and

supportin) the underprivile)ed. Relian!eCs !ontributions to the !ommunity are in

the area o" health+ edu!ation+ in"rastru!ture development ;drinkin) *ater+

improvin) villa)e in"rastru!ture+ !onstru!tion o" s!hools et!.


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ner)y eA!ient pro!ess "or a port"olio o" Lltra Hi)h Mole!ular Wei)ht

;LHMW(< )rades

6evelopment o" e* Generation (araAn 6ehydro)enation #atalyst ;R(6#-

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Assignment of Marketing Management

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