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CHAPTER-1

INTRODUCTION

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1. INTRODUCTION

1.1 INDUSTRY PROFILE

Nature of business: manufacturing

Manufacturing is the use of machines, tools and labour to make things for use or sale. The

term may refer to a range of human activity, from handicraft to high tech, but is most

commonly applied to industrial production, in which raw materials are transformed into

finished goods on a large scale. Such finished goods may be used for manufacturing other,

more complex products, such as household appliances or automobiles, or sold to wholesalers,

who in turn sell them to retailers, who then sell them to end users - the "consumers".

Manufacturing takes turns under all types of economic systems. In a free market economy,

manufacturing is usually directed toward the mass production of products for sale to

consumers at a profit. In a collectivist economy, manufacturing is more frequently directed

by the state to supply a centrally planned economy. In free market economies, manufacturing

occurs under some degree of government regulation.

The manufacturing sector is closely connected with engineering and industrial design.

Examples of major manufacturers in the North America include General Motors Corporation,

General Electric, and Pfizer. Examples in Europe include Volkswagen Group, Siemens, and

Michelin. Examples in Asia include Toyota, Samsung, and Bridgestone.

Manufacturing industry refers to those industries which involve in the manufacturing and

processing of items and indulge in either creation of new commodities or in value addition.

The manufacturing industry accounts for a significant share of the industrial sector in

developed countries. The final products can either serves as a finished good for sale to

customers or as intermediate goods used in the production process.

1.1.1 Evolution of the manufacturing industry:

Manufacturing industries came into being with the occurrence of technological and socio-

economic transformations in the Western countries in the 18th-19th century. This was widely

known as industrial revolution. It began in Britain and replaced the labour intensive textile

production with mechanization and use of fuels.

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1.1.2 Working of manufacturing industry:

Manufacturing industries are the chief wealth producing sectors of an economy. These

industries use various technologies and methods widely known as manufacturing process

management. Manufacturing industries are broadly categorized into engineering industries,

construction industries, electronics industries, chemical industries, energy industries, textile

industries, food and beverage industries, metalworking industries, plastic industries, transport

and telecommunication industries.

Manufacturing industries are important for an economy as they employ a huge share of the

labor force and produce materials required by sectors of strategic importance such as national

infrastructure and defense. However, not all manufacturing industries are beneficial to the

nation as some of them generate negative externalities with huge social costs. The cost of

letting such industries flourish may even exceed the benefits generated by them.

1.1.3 Industrial Detail

Manufacturing in India

India has secured a place among the worlds 10 largest manufacturing countries as the share

of major industrialised economies in global factory output fell significantly in the last decade,

a UNIDO report said 1st April 2011.

Efficient use of energy, helped by enhanced labour productivity and increase in exports of

manufactured goods, helped the country secure its position among the top 10 industrial

producers. Even though the country had only 1.8 per cent share in the world manufacturing

between 2000 and 2010, India occupies the 9th position among the global leading

manufacturing countries.

A study by the Confederation of Indian Industry (CII) and McKinsey & Co. on

manufacturing sector in India estimates that Indian manufacturing export has the potential to

touch US$ 300 billion by 2015, growing at an annual rate of 17 per cent as against the

historic growth of 11 per cent. Of this, nearly US$ 70 billion to US$ 90 billion could be

captured from just four sectors apparel, auto components, specialty chemicals and

electrical and electronic products.

Lack of proper infrastructure in power, transport and water, shortage of skilled labour, poor

availability of finance - especially micro finance, delays in environmental clearances and no

proper government policy on land acquisition were highlighted as some of the issues that

were constraining growth.

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1.2 COMPANY PROFILE

World is moving at a pace faster than you can imagine. Even before you have imagined,

somebody would have already. And even before you fully enjoy the end result, it will become

outdated. Technology drives the world and your heart is driven by the desire to own it.

Name of Company: Kohinoor Techno engineers Ltd

Nature of business: Manufacturing

What is produced?-

The company provides variety of software products for diamond machineries to esteemed

clientele. At KOHINOOR, technology meets humanity and forms this beautiful relationship

called trust. Over the years, they are pioneered a revolution that has developed exiting

products to fulfill your dreams. They are not only creating new products to suit your

Diamond Manufacturing factory but upgrade them from time to time to keep pace with it.

From wide range of diamond machineries like auto-blocking. Auto-bruiting, table master,

dia-marker, laser sawing/bruiting, roundest, double spindle and now they are introducing

complete polishing machine, by these they touch your diamond in different ways.

Moreover, KOHINOOR cares for you and your environment. They are believed in

sustainable growth without harming our ecology. Therefore, they are manufacturing our

products with in-built vacuum system, which protects the operator and machine from

hazardous dust.

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Kohinoor Techno Engineers

Head Office Address:

Kohinoor House, Plot No.1, Gajera Industrial Estate, Opp. I. C. Gandhi Mill, A. K. Road,

Surat, Gujarat-395006

Contact No. :- 0261-2542786

Mob No.:- +(91)9913181716/ 9824126259

Fax No.:- +(91)2612563650

Email Id:- sales@kohinoormachineries.com

URL:- www.kohinoormachineries.com

1.2.1 Kohinoor Techno Engineers Details:

No of Employees 51-100

Turnover in Crs 0-10 Crs

Sector- Private Sector

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All machines are manufactured by highly skilled engineers under ISO-9001 2008 quality

management systems. In order to ensure each machine to be qualified and meet up to

customer's expectation, latest technology and strictly control are introduced into each

production process of machines like material selection, heat treatment, grinding, super

finishing assembly, coating, grease filling, electrical/electronics parameter testing, redelivery

inspection.

1.2.2 Board of Directors

MR. KIRIT SURAJRAM BHATT - Chairman and Managing Director

MR. SANJIV KIRIT BHATT - Executive Director

MR. RAJIV KIRIT BHATT - Executive Director

MRS. DHARNI SANJIV BHATT - Non - Executive and Independent Director

MR. BHAVIN PRAKASHCHANDRA SHASTRI - Non Executive and

Independent Director

MR. MD. ASWAD MOHAMEDDAMIN POTHIAWALA - Non Executive and

Independent Director

1.2.3 Qualification of Directors

Mr. Kirit Surajram Bhatt

Age: 65 Years

Qualification: DME & DEE

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Experience: 44 Years

Mr. Sanjiv Kirit Bhatt

Age: 42 Years

Qualification: B.Com

Experience: 20 Years

Mr. Rajiv Kirit Bhatt

Age: 39 Years

Qualification: B.E. (Industrial Electronics)

Experience: 14 Years

Mrs. Dharni Sanjiv Bhatt

Age: 41 Years

Qualification: M.A.

Experience: 14 Years

Mr. Bhavin Prakashchandra Shastri

Age: 37 Years

Qualification: B.E (Electronics)

Experience: 14 Years

Mr. Md. Aswad Mohameddamin Pothiawala

Age: 33 Years

Qualification: B.E. (Instrumentations & Control)

Experience: 11 Years

Mr. Rajiv Kirit Bhatt is a Member of the following Associations:

Confederation of Indian Industry (CII)

Southern Gujarat Chamber of Commerce & Industry

Indian Diamond Institute

Surat Diamond Association

1.2.4 About Company

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The company provides variety of software products for diamond machineries to our esteemed

clientele. Now taking a step forward to expand the business in the area of producing various

diamond machineries. Firstly we are moving for the following product portfolio of the

diamond machineries:

Auto polishing machine

Barrel bruiting machines

Laser machines

Sawing /bruiting/coning

Polished diamond analyser

Rough dia scanner

Kohinoor dia maker

Manual polishing mill

Fancy bruiting system

Coning machines

1.2.5 Future plan of Kohinoor

Fully automated / robotic machineries

In order to improve our competitive advantage, reduce production costs, improve product

quality, Machinery Automation & Robotics (MAR) are experts in providing robotic and

automation solutions. We offer a complete service, from design and manufacture and project

set up and Management through to implementation and on-going 24 hour support to our end

users.

Laser machineries launching

The Promoters felt that the time came for application of Laser technology for diamond

cutting and the need for developing laser-cutting methods, which aimed at enabling high

productivity and minimum loss of a diamond weight. Over the course of time in the coming

years, your company is interested to invest heavily in developing its own laser systems,

which would satisfy the developing needs and expectation of its clients.

Industrial Plot

The promoters of the Company are planning to take on lease industrial plot for constructing a

separate works for the Companys business.

In house research and development

The Promoters of the Company themselves are technocrat with wide network and expertise in

the business of the Company and hence the Company has its in-house research and

development system which finally leads not only cost cutting steps for the Company but also

give benefit of new research to the business of the Company.

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1.2.6 Company products:

EQS Bruiting Machine Auto bruiting machine

Auto blocking machine Roundist machine

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KS 4 Smart laser Machine Kohi Disc cron Machine

Universal 4 in 1 Machine EQS HRB 3 in 1 Machine

Diode Laser Sawing Machine Prime dia Nano Machine

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Diamond Cutting Tools & Machines

1.3 VISION, MISSION & VALUES

1.3.1 Vision:

To provide latest technology & to be premier manufacturing company and to acquire, provide

and nurture the best to industry as well as establish brand image in international market to

achieve maximum customer satisfaction.

To achieve sales of Rs. 200 crore by 2016.

To set up one of the best and state of art engineering R&D Lab by March 2014.

1.3.2 Mission:

Partnering with our customers in their relentless quest for growth in productivity and

profitability, by delivering technology solutions that achieve measurable business gains. To

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bring to this endeavour a spirit of continuous renewal reflected in the way we approach our

people, process and technology.

To be one of the leading engineering company of India by 2020 that produces and delivers

excellent cutting edge smart machines to diamond, textiles and various other manufacturing

industries. Sharp focus on R & D, Excellent quality products at very competitive price and

growth for all stake holders are the key objectives of our business.

1.3.3 Values:-

Ethics

Innovation [R&D]

Delighted customer

Time discipline

Respect for all

Training and development of all staff

We will achieve all our goals and fulfill our vision and mission by strictly adhering to our

core values, any growth opportunity, system, product or practices which does not matches

with our core values will never be attempted or even considered in our organization

1.4 HISTORY

Manufacturers of diamond cutting machinery and diamond processing tools that includes

automatic roundist machinery, automatic bruting machinery, double spindle machinery,

single spindle machinery, roundist girdle wheel and auto cutting machinery.

Year of Establishment : 1991

Nature of Business : Manufacturer, Exporter

Number of Employees : 70 People

Turnover : Up to Rs. 3.65 Crore (2012-13)

Promoter & Director of company:

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NO NAME OF DIRECTOR NO. OF SHARES

(LAKHS)

% SHAREHOLDING AS A

TOTAL NO. OF SHARES

1. Mr. Rajiv Kirit Bhatt 6,75,000 16.14

2. Mr. Sanjiv Kirit Bhatt 3,75,700 8.98

3. Mr. Kiritbhai Bhatt 1,50,200 3.59

4. Kohinoor Techno Machines

ltd.

1,09,142 2.61

5. Institution 0 0

6. Non-Institution 28,73,360 68.68

TOTAL 41,83,402 100

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Change Name of Company

Deputy registrar of companies, Gujarat, dadra and nagar haveli certify that ASIAN

INDEPENDENT NETWORK LIMITED which was originally incorporated on twenty

seventh day of November nineteen hundred ninety one under the companies Act,1956(no. 1

of 1956) as ASIAN INDEPENDENT NETWORK LIMITED having duly passed necessary

resolution in terms of Section 21 of the companies Act,1956 and the approval of the central

Government signifies in writing having been accorded thereto under Section 21 of the

companies Act,1956 with Government of India ministry of Law, Justice & company Affairs

Notification No. G.S.R 507(E) dated 24-06-1985 vids SRN A70146238 dated 16/10/2009 the

name of the said Company is this day changed to KOHINOOR TECHNO ENGINEERS

LIMITED and this certificate is issued pursuant to section 23(1) of the said act.

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1.5 ORGANIZATION STRUCTURE OF COMPANY

Director

CEO

Financial

manager

Production

manager

Marketing

manager

Human

resource

manager

Deputy

executive

Administration

office

Executive

Executive

Senior

executive Staff Staff

Staff Time office

Staff Staff

MD

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CHAPTER-2

METHODOLOGY OF THE STUDY

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2. METHODOLOGY OF THE STUDY

2.1 FOCUS OF THE PROBLEM

The Diamond Machineries industry is basically manufacturing based industry. Through this

study we are going to identify the importance of Marketing Plan For this industry. How it is

benefited from Marketing Planning? Is there any relevance of implementing Marketing Plan?

Is their through Systematic Planning Company Can Grow? By compare past year

performance and Growth.

Success of the Competitor increased.

Reduced Leader Position in The Market

2.2 OBJECTIVE OF THE STUDY

Without objective or an aim, no activity exists. Each and every activity must have particular

objective.

The principal objective of the study is to prepare the report on the general information of the

company and on study of Current Marketing Plan by analyze current situation and Develop

new Action Programme For Marketing Plan at Kohinoor Techno Engineer. Ltd , Surat on

the basis of the available data

Following are the main objectives of the study

To study the companys history in brief

To study the current Marketing Plan.

To Find Out New Opportunities For Business Through Analysis of Current Situation.

Evaluating The Effectiveness of Marketing Plan

Develop New Marketing Strategies

2.3 NATURE OF DATA

The choice of the research design must appropriate to the purpose of the research. Research

design constitutes the blueprint for the collection, measurement and analysis of the data.

From the viewpoint of objectives, a research can be classified as

Descriptive

Correlation

Explanatory

To achieve objectives of my project study I have selected the explanatory research design

During my project, I collected data through various sources primary & secondary.

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Primary source includes :-

Discussion With Top Management

Discussion With Marketing Manager

Secondary source includes :-

Various books related to Industrial Marketing

Books related to Marketing Management

Web sites were used as the vital information source.

Companys records and books of accounts.

2.4 BENEFITS OF THE STUDY

Following are the main benefits of the study:

The main benefit is to know the companys environment practically.

To get the practical knowledge about the companys Activities

The other main benefit is to apply the bookish knowledge which has been learnt in the preceding year.

2.5 LIMITATIONS OF THE STUDY

At every stage of human life, there are limitations which become obstacles in the path for

what he wanted to do, act or think.

The availability of the time for the completion of this project work is very short;

hence much information cannot be taken.

The analysis, conclusions and suggestions made are as per my limited understanding

about the research subject.

Some of the information, which is treated as confidential by the company was not

disclosed, which is the obstacle in the way of research work.

There are some data in which accurate data was not available; hence the approx

amount is taken for the research work.

2.6 THEORITICAL FRAMEWORK

2.6.1 Marketing Plan

A marketing plan is a written document that details the necessary actions to achieve one or

more marketing objectives. It can be for a product or service, a brand, or a product line.

Marketing plans cover between one and five years

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A marketing plan may be part of an overall business plan. Solid marketing strategy is the

foundation of a well-written marketing plan. While a marketing plan contains a list of actions,

a marketing plan without a sound strategic foundation is of little use

2.6.2 The Marketing Planning Process

In most organizations, "strategic planning" is an annual process, typically covering just the

year ahead. Occasionally, a few organizations may look at a practical plan which stretches

three or more years ahead.

To be most effective, the plan has to be formalized, usually in written form, as a formal

`marketing plan'. The essence of the process is that it moves from the general to the specific;

from the overall objectives of the organization down to the individual action plan for a part of

one marketing programme. It is also an interactive process, so that the draft output of each

stage is checked to see what impact it has on the earlier stages - and is amended accordingly.

2.6.3 Ideas About The Marketing Plan

In all organization marketing department play important role in the success of the

organization, for diamond industry its very important, to identifies marketing activities and

develop it. By analyzing Kohinoors Different department companys do marketing activities

but all are not structurally organize, So I Select Topic of Marketing Plan

2.6.4 Marketing Planning Aims And Objectives

Behind the corporate objectives, which in themselves offer the main context for the

marketing plan, will lay the 'corporate mission'; which in turn provides the context for these

corporate objectives. This `corporate mission' can be thought of as a definition of what the

organization is; of what it does.

The emphasis at this stage is on obtaining a complete and accurate picture.some factors

related to the customer, which should be included in the material collected for the audit, may

be:

Who are the customers?

What are their key characteristics?

What differentiates them from other members of the population?

What are their needs and wants?

What do they expect the `product' to do?

What are their special requirements and perceptions?

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What do they think of the organization and its products or services?

A `Traditional' - albeit product-based - format for a `brand reference book' (or, indeed, a

`marketing facts book') was suggested by Godley more than three decades ago:

Financial data --Facts for this section will come from management accounting, costing

and finance sections.

Product data --From production, research and development.

Sales and distribution data -- Sales, packaging, distribution sections.

Advertising, sales promotion, merchandising data -- Information from these

departments.

His sources of data, however, assume the resources of a very large organization. In most

organizations they would be obtained from a much smaller set of people (and not a few of

them would be generated by the marketing manager alone). It is apparent that a marketing

audit can be a complex process, but the aim is simple: 'it is only to identify those existing

(external and internal) factors which will have a significant impact on the future plans of the

company'

The structure of the facts book will be designed to match the specific needs of the

organization, but one simple format - suggested by Malcolm McDonald - may be applicable

in many cases. This splits the material into three groups:

1. 'Review of the marketing environment'. A study of the organization's markets,

customers, competitors and the overall economic, political, cultural and technical

environment; covering developing trends, as well as the current situation.

2. 'Review of the detailed marketing activity'. A study of the company's marketing mix;

in terms of the 7 Ps

3. 'Review of the marketing system'. A study of the marketing organization, marketing

research systems and the current marketing objectives and strategies

The marketing system itself needs to be regularly questioned, because the validity of the

whole marketing plan is reliant upon the accuracy of the input from this system, and `garbage

in, garbage out' applies with a vengeance.

80:20 rule:- To achieve the maximum impact, the marketing plan must be clear, concise

and simple. It needs to concentrate on the 20 per cent of products or services, and on the

20 per cent of customers, which will account for 80 per cent of the volume and 80 per

cent of the `profit'.

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7 Ps:- Product, Place, Price and Promotion, Physical Environment, People, Process. The

7 Ps can sometimes divert attention from the customer, but the framework they offer can

be very useful in building the action plans

It is only at this stage (of deciding the marketing objectives) that the active part of the

marketing planning process begins'.

This next stage in marketing planning is indeed the key to the whole marketing process. The

marketing objectives state just where the company intends to be; at some specific time in

the future. James Quinn succinctly defined objectives in general as: "Goals (or objectives)

state 'what' is to be achieved and 'when' results are to be accomplished, but they do not state

'how' the results are to be achieved".

They typically relate to what products (or services) will be where in what markets (and must

be realistically based on customer behaviour in those markets). They are essentially about the

match between those 'products' and 'markets'. Objectives for pricing, distribution, advertising

and so on are at a lower level, and should not be confused with marketing objectives. They

are part of the marketing strategy needed to achieve marketing objectives.

To be most effective, objectives should be capable of measurement and therefore

'quantifiable'. This measurement may be in terms of sales volume, money value, market

share, percentage penetration of distribution outlets and so on. An example of such a

measurable marketing objective might be `to enter the market with product Y and capture 10

per cent of the market by value within one year'. As it is quantified it can, within limits, be

unequivocally monitored; and corrective action taken as necessary.

The marketing objectives must usually be based, above all, on the organization's financial

objectives; converting these financial measurements into the related marketing

measurements.

He went on to explain his view of the role of `policies', with which strategy is most often

confused: "Policies are rules or guidelines that express the 'limits' within which action should

occur.

Simplifying somewhat, marketing strategies can be seen as the means, or `game plan', by

which marketing objectives will be achieved and, in the framework that we have chosen to

use, are generally concerned with the 7 Ps. Examples are:

Price- The amount of money needed to buy products

Product- The actual product

Promotion (advertising)- Getting the product known

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Placement- Where the product is located

People- Represent the business

Physical environment- The ambience, mood, or tone of the environment

Process- How do people obtain your product

In principle, these strategies describe how the objectives will be achieved. The 7 Ps are a

useful framework for deciding how the company's resources will be manipulated

(strategically) to achieve the objectives. It should be noted, however, that they are not the

only framework, and may divert attention from the real issues. The focus of the strategies

must be the objectives to be achieved - not the process of planning itself. Only if it fits the

needs of these objectives should you choose, as we have done, to use the framework of the 7

Ps.

The strategy statement can take the form of a purely verbal description of the strategic

options which have been chosen. Alternatively, and perhaps more positively, it might include

a structured list of the major options chosen.

One aspect of strategy which is often overlooked is that of 'timing'. Exactly when it is the best

time for each element of the strategy to be implemented is often critical. Taking the right

action at the wrong time can sometimes be almost as bad as taking the wrong action at the

right time. Timing is, therefore, an essential part of any plan; and should normally appear as a

schedule of planned activities.

Having completed this crucial stage of the planning process, you will need to re-check the

feasibility of your objectives and strategies in terms of the market share, sales, costs, profits

and so on which these demand in practice. As in the rest of the marketing discipline, you will

need to employ judgement, experience, market research or anything else which helps you to

look at your conclusions from all possible angles.

2.6.5 Detailed Plans and Programmes

At this stage, need to develop overall marketing strategies into detailed plans and

programmes. Although these detailed plans may cover each of the 7 Ps, the focus will vary,

depending upon your organization's specific strategies. A product-oriented company will

focus its plans for the 7 Ps around each of its products. A market or geographically oriented

company will concentrate on each market or geographical area. Each will base its plans upon

the detailed needs of its customers, and on the strategies chosen to satisfy these needs.

Again, the most important element is, indeed, that of the detailed plans; which spell out

exactly what programmes and individual activities will take place over the period of the plan

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(usually over the next year). Without these specified - and preferably quantified - activities

the plan cannot be monitored, even in terms of success in meeting its objectives.

It is these programmes and activities which will then constitute the `marketing' of the

organization over the period. As a result, these detailed marketing programmes are the most

important, practical outcome of the whole planning process. These plans should therefore be:

Clear - They should be an unambiguous statement of 'exactly' what is to be done.

Quantified - The predicted outcome of each activity should be, as far as possible,

quantified; so that its performance can be monitored.

Focused - The temptation to proliferate activities beyond the numbers which can be

realistically controlled should be avoided. The 80:20 Rule applies in this context too.

Realistic - They should be achievable.

Agreed - Those who are to implement them should be committed to them, and agree that

they are achievable.

The resulting plans should become a working document which will guide the campaigns

taking place throughout the organization over the period of the plan. If the marketing plan is

to work, every exception to it (throughout the year) must be questioned; and the lessons

learned, to be incorporated in the next year's plan.

2.6.6 Content of the Marketing Plan

A marketing plan for a small business typically includes Small Business Administration

Description of competitors, including the level of demand for the product or service and the

strengths and weaknesses of competitors

1. Description of the product or service, including special features

2. Marketing budget, including the advertising and promotional plan

3. Description of the business location, including advantages and disadvantages for

marketing

4. Pricing strategy

5. Market Segmentation

Medium-sized and large organizations

The main contents of a marketing plan are

1. Executive Summary

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2. Situational Analysis

3. Opportunities / Issue Analysis - SWOT Analysis

4. Objectives

5. Action Programme (the operational marketing plan itself for the period under review)

6. Financial Projection

7. Controls

CHAPTER-3

CURRENT SITUATION

ANALYSIS

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3.1 CURRENT PRODUCT ANALYSIS

3.1.1 Product Attributes

EQS Bruiting Machine

Perfect roundness of diamond.

Straight girdle.

The final diameter of the stone can be obtained with perfect roundness.

No risk of beard.

No out break of facets due to re-cutting.

Avoid damage of the stone while processing.

Easy to learn and operate.

Table master

Machine is suitable for making Table or Block the rough diamond according to laser

marking.

Easy to learn & operate.

Guarantee a quick return on your investment.

Increase scaife life & avoids the damage.

Suitable for table blocking for every cut.

Reduced production cost as one operator can operate two mills.

Its outstanding double System of sensing and micron setting which gives highest

accuracy level ever seen before.

Its solid rigid design gives you long lasting performance.

Auto Blocking Machine

Machine is suitable for blocking on Top/Bottom of 4, 8 or 16 main facets of diamond.

Easy to learn and operate, guarantee a quick return on your investment.

Increase safe life & avoids the damage.

Its outstanding grain seeking Digital Technology with timing gives highest production

& quality as compare to ordinary machines.

Its production capability is up to 125 to 175 diamonds approx. 80 carats per day.

Reduced cost: One operator can control four mills; even in experienced workers can

achieves higher productivity with nearly no training period.

Suitable for all types of stones, Full range from 0.10ct to 25ct, machine is designed to

take low power consumption standby-uninterrupted power supply (UPS) at the time

of power failure.

Automatic weight control, according to respective rough & size of the diamond, fully

operating identification is displayed on panel, also gives language selection facility

ENGLISH-HINDI-GUJARATI.

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Auto Bruiting Machines

Totally computerized machine with the combination of micro-processor and micro-

controller.

The only machine which is able to control two diamonds at a time with the accuracy

of 0.005mm in the world.

Diamond measuring technique is more efficient as compare to ordinary machine.

The only machines software that supports the operational system of Micro-soft XP,

Professionals 2000, window XX series.

Compact in size with rigid mechanical high repeatable accuracy and smooth linear

guide ways is used to maintain. High repeatable accuracy and smooth linear motion,

which saves weak diamond from breaking.

Machine is suitable for 0.05ct to 50ct size of diamond without any expensive change.

Fighter speed control up to 100 feed options.

Roundist Machines :

Perfect Roundness

Bright Thread

Powerful with in built vacuum system

Smooth production

Diode Laser Sawing Machine

Lower Breakage Ratio

Excellent Laser Stability Ideal For Sawing High Quality Stones

Minimum Weight Loss

Higher Throughput

Power Saving Of Minimum 70% Compared To Lamp Pumped System

Very Low Operating Cost As Consumables Not Required Like Lamp, Flo Tube

High Precision X-Y-Z Axis

No External Chiller Required

2 in 1 Classic Machine

Save a setting time

High Definition camera gives the correct resolution

Very smooth move at 90 degree

Specially designed hard base of machine gives ZERO vibration

High speed motors helps to cut down the cycle time

Unique software design helps the operator to work without stress

Machines outlook design finalized after a several prototype

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Ks - 4 Smart Laser Machine [Eq]

Key Benefits:

Reduce Breakage Ratio

Reduces Labour Cost

Reduces Time Period

Increase Surface Smoothness level

Unique Features:

Excellent Precise Bruting at each angle

Northrop Grumman (USA Module)

D -Green Power Supply (UK)

PANASONIC Servo based motor with NIPPON Multi Axis control card

WINDOWS - XP / VISTA Operating System

Other Features:

Latest Diode and Control Technology

Precise & Stable Beam mode

Table, Crown, Girdle & Pavillion Bruting in Single Opearion

Low Breakage Ratio

Better Smooth Surface

plug & Play system with user friendly software

Rigid Aluminium solid body

Smart 3D Controls

Total systematic presentation on monitor

Low Power consumption

Set-up station LAN option

High Diode life due to D-Green Power Supply

Language selection option

Chiler water level indicator

One third power consumption compared to lamp source

3.1.2 Pricing

Price is the only element in the marketing mix that creates revenue for the firm. Price is the

value placed on the goods which is exchanged

Kohinoor innovates best diamond machineries at minimum cost so it is able to sale its

product at lower price as compared to its competitors it gives same credit period as

competitors gives.

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Kohinoor Offer Incentive or Discount As per the Payment done by customer

Price of Kohinoors Product

Prime Dia Nano - 1, 31,000

EQS Fancy bruiting machine - 2, 75,000

EQS Machine (final) - 2, 75,000

EQS Table machine - 2, 75,000

Conning Machine - 40,000

3 in 1 Machine - 1, 75, 000

4 in 1 Machine - 4, 00,000

Half Bruiting machine - 1, 51,000

Auto Roundist Machine - 12,000

Auto Blocking Machine - 1, 31,000

Auto Table Ghanti - 1, 31,000

Setup Station - 1,25,000

2 in 1 Machine Fancy cut - 1,50,000

HRB EQS 2 in 1 Machine - 3,10,000

KS-4 Smart Laser - 2,50,000

3.1.3 Promotion

Kohinoor products promotions priority mostly done through

Personal Selling

Advertising

Sales Promotion

One of the most important elements in the communications mix in marketing is personal

selling.

Personal Selling involved are crucial to the various stages in CRM management and require

operational planning, skills, knowledge, commitment and diligence.

It is important for the sales person to identify the changing buyer's needs, their buying

preferences and the reasons for their selection of goods. In addition, it is necessary to

understand the steps in the personal selling process that bring the seller firms closer to the

buyer firms.

The Personal Selling Process

1. Identification of prospects

2. Qualification Of Prospects

3. Development of Prospects

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4. Proposal and Negotiation

5. Sales Closure

6. Post Sales relationship

Integrating Personal Selling With Other Elements Of The Communications Mix

Personal selling is a key component of the communications mix and cannot be viewed in isolation

from the other elements. Other communication methods are generally required to create

organisational and product awareness to support the selling process.

Direct response in trade fairs and advertising in the trade journals and press might be

considered to create the initial awareness. It does make the sales person's job a lot easier if the

prospect has already formed a positive opinion about the company he/she represent Additional

elements of marketing communications to continuously communicate with its customers.

Promotional campaigns are often used by a firm to increase awareness of its corporate name,

launch a new service, increase the penetration of its existing range of products, announce to

existing and potential customers the availability of new or upgraded products/services.

Promotional Media (in descending order of importance)

Personal selling

Catalogues, brochures, manuals

Advertising

Trade shows and exhibitions

Samples and product demonstrations

3.1.4 Services Offered

Services create the climate for trust and person-to-person inter-organisational relationship

that improves profits for both suppliers and customers. Company realizing that a large

percentage of their revenue is coming from services. They have recognised the need to

provide quality service in order to complete worldwide.

The unique aspects of service characteristics and the service quality dimensions that customers

use to perceive the total package are then described. The service processes that link customer

expectations and customer satisfaction and loyalty are also covered

Customer Services are those services that are provided in support of a company's core products

(the core product can be a product or a service). Customer service can include answering questions,

taking orders, handling complaints, rendering post-sales service on physical products such as

30

installation, testing, repair and maintenance. Customer Service can occur at a customer's site

location, or over the phone, or via the Internet. Quality customer service is essential in building

customer relationships Kohinoor offer Following Service

Customer Support Services:

These are services generally associated and linked products . The range of services that accompany

the physical product are frequently as important as the technical suitability of the product itself

Pre-Purchase Services:

Kohinoor Provide activities relate to the assistance that needs to be carried out before the

buyer firm issues the purchase order. It can be in terms of product engineering assistance,

formulation of technical specifications, providing the technical expertise in discussions about

product to the customer's customer.

At-Purchase Services: At purchase Kohinoor include installation service, providing the

necessary documentation, (drawings and manuals), pre-shipment testing and certification and

training of operations staff in product application or commissioning.

Post-Sales Services:

These can include mandatory services during guarantee period, and maintenance during

breakdowns or planned shutdowns, customer training, training and maintenance spares

3.2 CURRENT TARGET MARKET ANALYSIS

3.2.1 Market Need :

Kohinoor Providing Diamond Manufacturing industries with one stop option for providing a

wide range of Different Product lines machines. Kohinoor seek to provide the Following

benefits that are important to its customers.

Convenience : Kohinoor can serve the customer with no wait for service Additionally,

Kohinoor set centrally located area for target market.

Customer Service : Serving the customer with superior attention is what the employees are

trained to provide.

Competitive Price : Kohinoor Offers pricing that a bit more than a traditional manufacture of

diamond machineries.

Qualitative Product : Kohinoor Provide ISO:9001 2008 certified Product than other

Competitor .

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3.2.2 Market Trends :

The Market Trend for the Manufacturing Industry interesting trends around increased quality

in manufacturing, high value manufacturing, and marketing manufacturing services better to

interested audiences. In order to properly harness all of the changes happening in industrial

and trends in manufacturing, it's crucial to have a properly optimized website and online

marketing presence.

The reason for this trends is similar to other industries that are consolidating; cost saving

measures. Kohinoor is not participating in this trend of aligning itself with a chain. Kohinoor

believe that it has better insight to its local market and would rather apply this specialized

insight to its market.

3.2.3 Market Growth :

Market Growth of Indian diamond manufacturing industry :-

The cut and polished diamond (CPD) industry in Gujarat currently manufactures 95 per cent

of the diamonds exported by the Indian gems and jewellery industry. An increase in demand

for diamonds within the country and also from China, the US and UAE, means India is seeing

a boost in value of the polished gemstones, as rough prices continue to rise.

The last fiscal year has seen the diamond industry in Gujarat register a 60 percent increase in

its processing of polished diamonds, with an industry worth $26bn compared to 2009-10's

$16bn. Now predictions have been made that within the next two years the Indian diamond

cutting industry will see a further 200 percent growth, bringing total processing to around

$32bn for the 2011-12 fiscal year - double the 2009-10 value.

Market Growth For Diamond Manufacturing Machineries industry has grown steadily with

growth of the diamond manufacturing industry. The industry generally very affected by

economic upturns and down turns. While in upturns the sells of the product are more likely to

increase, and in down trend its affect in sells (decrease).

Target market approach :-

Segmentation Approach: Aim to selectively target one Diamond Manufacturing Market

(Niche Market)

3.2.4 Profile of The Market

Gender : Male

Income : More than 250000 Rs Per Annum

Age : Above 18 year

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Occupation : Manufacturing Diamond

Education : No Matter

Family life cycle : Simple

Geographic region : Surat, Bombay, Ahmedabad (90% in India)

Purchasing Characteristics: Simple

3.2.5 Characteristics Of Targeted Customers

Product Usage :

Product Mostly Use by the Diamond Manufacturing Industries Where they Produce Polishing

diamond

They Use Product because of

Large production of diamond in short time in compare human force.

Loss of the weight of diamond is reduced through product

Maintainers and other cost also reduce

Quality of Production is Survive.

Mostly All Products are Worked Automatic by Electric Force. For all Product working

required One operator (Skilled Worker). And in Auto Blocking Product Required one

worker for operate But that products output is higher than 4 Workers Works in one day.

Product Positioning :

Customer perceive the product in Quality as well as customer service of pre sales or after

sales service.

By Comparison to competitors Kohinoors product

Operationally excellent

Product leader

R &D

Quality

Service

Attitudes

Satisfy target markets need through excellent research.

Kohinoor provide qualitative product, and better service than other.

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3.2.6 The Purchasing Process

Target Market Purchase :-

Their Decision Making process involve Quality, Feature of Product, Mostly

Service (After Sales), credit time, And most important is referral etc.

Information Like Mostly Sought is features of product and service

Basically their timeline for purchase is extended decision-making

Efficiency in work, decrease weight of diamond, large production and earn

good amount of profit in short time influence the purchase.

3.3 DISTRIBUTION ANALYSIS

3.3.1 Distribution network

Kohinoor company sales their machinery basically in two market, Indian market and foreign

market. Distribution network are as follow

Mgt. plant

Surat

Indian market Foreign market

Ahmadabad Palanpur Bhavnagar Mumbai

Australia America Israil Belgium South

Africa

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As shown in above diagram, one can conclude that Surat is the main distribution network

area of Kohinoor as it is the Diamond city so 70% of its machineries are sold in Surat, while

in rest of Gujarat. It sales 10% in international markets like south Africa. kohinoor is able to

attract 5% of its customers for purchasing its products. In israil, selling of machineries of

doubled as compared to Belgium, America and Australia

How customer order are processed:

1. Sales procedures start when Kohinoor gets any kind of inquiry letter from its customer. As

per inquiry quotation is sent to customer

2. If customer gets satisfy with given quotation then they will place an order as & when

customer order is received, Kohinoor produces machines within specified time period

3. Finally, produced machines are sent to customer

2% 2% 2%

4%

5%

5%

10%

70%

australia

america

balgium

israil

south africa

bombay

rest of gujarat

surat

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3.3.2 Sales Procedure

Sales on approval:

At this stage they are finding qualified customers to selling the machineries.

Order confined:

After that Kohinoor contacts its customers by phone or mail it makes an appointment giving

customer to choose appointment times and meeting location.

Delivery schedule sales presentation:

During sales appointment, Kohinoor sales representatives make use of their knowledge about

their machines & its feature & also sales brochures, demonstration material & other

supplementary information available to them to present it before customers; they are quite

able to handle an objection which arises during sales process It customers gets impressed by

sales presentators than they will make a decision to buy.

Delivery (dispatch the order)

sales on approval

ordeer confined

sales presentation

Delivery

follow up

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Follow up & services after the sales:

After selling its product, Kohinoor makes follow up & provides after sale services to its

customer to build better relationship with them & to maintain good reputation in markets

3.3.3 Channel Structure

MANUFACTURE (KOHINOOR)

MANUFACTURER'S REPRESENTATIVE

OR

MANUFACTURER'S SALES BRANCH

CONSUMER

(INDIRECT MARKETING CHANNEL)

3.3.4 Types of Intermediaries

Kohinoor's Representative :

Their main function is to promote sales, service orders and keep track of market development.

However, they do not buy or store the seller firm's product or items, or finance the transactions.

They are paid a commission on sales

Kohinoor s Sales Branch :

There are generally concentrated in urban areas, particularly those where industries are large in

number. They can be found where industrial markets exist i.e. in towns/cities where industrial

zones or areas have a dominant presence. Mostly Where Diamond manufacturing Industries are

found in Large Number

For Kohinoor Mostly In Gujarat Distribution Office are establish

Gujarat :

Surat : Main Office

Ahmedabad

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Bhavnagar

Palanpur

Maharashtra :

Bombay

Servicing Network :

The delivery of the services can also be channelized through direct or indirect channels.

3.4 ENVIRONMENTAL ANALYSIS

3.4.1 External Environment Analysis

Political/legal : The political environment is distinct from governmental influences and comprises

the personnel in charge of the government . Legal framework is related to the existing business and

civil laws. Political Environment not any effect to Kohinoors business activities, But they follow

strictly with legal framework, laws relating to business

Economic/Demographic: The worldwide economic conditions influence the ability of

Kohinoor to buy and sell, any changes of Economic Direct Effect to Target Markets

Consumption pattern (Diamond manufacturing Industry). If consumption by ultimate

customers increases, the demand for r machinery required increases, and if consumption

power declines, the demand for products also declines.

Socio-Cultural: The customs and traditions of Kohinoor influence organizational structure

and functioning. They also influence the interpersonal relationships between employees

Technological: Changes in technology affect both manufacturers and customers in the marketing

scenario. Kohinoor worry about the customers following up the technological advancement and

maintaining derived demand for products; the customers worry about the impact of product

design and the manufacturing process of the Kohinoor on quality and costs. But in this industry

up gradation in technology as well as R&D helpful to both customer as well as manufacture

Natural Environment: Environmental pollution is making the earth unsuitable for living

quality life. To make natural resources pollution free, the major contributors to pollution. For

Kohinoors Product is not Harmful for environment (Without Laser Product) Disposal of waste

material is also considered a basic responsibility of Kohinoor (Specially Handling with laser X-ray

instrument)

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3.4.2 Internal Environment Analysis :

Suppliers of Inputs: The inflow of the raw material in the company is through supplier so

good relationship with supplier is most important. Kohinoor has Good Inter-relationships

with all supplier and it is backbone for growth of company.

Competitors: As the Business Grow Competitors also grow, they are Mostly influence the

companys decision regarding target markets, product mix, and distributions channel in

short, the entire marketing strategy. Gathering Information about the competition has become

critical with the increasing number of competitors, declining market shares and growing

maturity of customers.

Customer: Kohinoors Main Target Point is their Customer, their demand, satisfaction also

influence the companys business ,Mainly all customer want new up gradation in all product

with their features and their output and company also try out their best with their engineer

team to satisfy their demand, so as company set good image in front of customer which are

helpful in future.

3.5 COMPETITOR ANALYSIS

Generally Level of competition in market is 10%.every year increase with by10% it is after

20 years of establishment it is facing 70% competition.

SAHAJANAND LASER TECHNOLOGY

Sahajanad Provide Different Business Solution Products relate with Laser Technology , For

Diamond Industry They provide Auto Blocking, Auto Bruiting, Auto Sawing System.

Their Advantage of Product is Output rate of Production is high.

Sahajanand Laser Technology Limited is pioneer in the World of Lasers in India has catered

to the needs of various industries

Disadvantage: All Products are very Expensive in Price and also in Maintainers, For

operating their product required High Skilled Person.

Strength:

In - house R & D set up

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Strong Financial Fundamental

Hi - tech products

Ability to Respond market need promptly

SARIN TECHNOLOGY

Sarin Technologies is a worldwide in the development and manufacturing of advanced

planning, evaluation, and measurement systems for diamond grading & gemstone

production.

Sarin products include diamond cut grading tools (for round and fancy shapes), rough

diamond optimization systems, gemology tools, diamond color grading, and laser marking

machines.

Advantage : Worldwide wide distribution channel.

Sarin Technologys Sales Branch in Surat Establish Mostly their Product and our product is

different but, due to world wide distribution and known in their product leader, they become

Kohinoors Future competitor.

ADRI DIAMOND TOOLS

Adri is supplier of high-quality diamond tools and is well known in the diamond

industry. They Supplies all necessary small parts for diamond manufacturing. Like, Bottom

Top, Down Top, Liquid, sawing tools. But Adris Product for Bruiting system Bruiting

machine and bruiting wheel Affect Kohinoors Product lines products sales.

Their Distribution Network Establish in Belgium, China, Thailand.

In India Mostly Cover All City of Gujarat.

DIALIT

Dialit is the leading company in the world.

Dialit experts together with you will understand your needs and create a tailor-made solution

for your requirements.

Dialit is covering the following aspects of diamond cutting:

Sawing

Table polishing

Bruiting

40

Blocking

Final polishing

Strength :

Good Product Line

Financially Strong

Worldwide Known

Weakness :

Expensive in term of price

No Local Office in Surat

WINNER

Winner Technologies have products based in diamond industries for Diamond Bruiting

(Russian Bruter), Diamond Conning (Russian Conning), Table Cutting (Russian Table),

Diamond measurements, Simulations, Planning, Laser Bruting of Diamond etc.

They serve Almost target as Kohinoor serve

Price of all products are as far as possible law than competitor

Most focus on customer Service.

Surat based Company, No any regional distribution channel establish, International sales

done through Direct Exporting.

Strength :

Good Customer Service

Weakness :

Slow promotion,

Low Qualitative Products.

Absent Of Distribution Channel.

3.6 PRODUCT/MARKET ANALYSIS

3.6.1 Product Life Cycle Analysis

As All Product Most products go through different stages of development, and those stages are

reflected in the different growth rates expected at different stages. The important points are

41

the takeoff point and the market saturation points. As The normal model of the product life

cycle same situation is also follow in Kohinoors All Products life cycle

Introduction Stage : At this stage Sales growth of the product is introduced in the market.

Profit are nonexistent because of heavy expenses of product introduction. At this stage Price

of the Product also high, As First entress in the Market with New Product Which are pioneer

advantage for Kohinoor, and as New Product Launch Mostly For all product at these stages

time line is very short.

Growth Stage : A Period of rapid Market acceptance & Profit improvement, A this stage

Kohinoor take some improved in their quality as well as add new product feature, also set

low price for attract price- sensitive buyers.

Maturity Stage: At this stage slowdown in growth because products has achieved acceptance

by most potential buyer. Profit stabilize Because of new competitor enter in the market with

their low price product.

Decline Stage: In this stage sales show a downward drift and profit also decrease, due to

increase number of competitor, New Updated product, at this stage Kohinoor Mostly focus

on new product development.

.

3.6.2 Products Life cycle

Sales

Sales & Profit

Profit

Introduction Growth Maturity Decline

Time

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Current Products Life cycle Stage

Introduction Stage : 4 in Machine, Laser Bruting Machine, Diode laser Sawing Machine

Growth Stage : Auto Blocking Machine, Table Master, EQs Bruting, 3 in Machine

Maturity Stage : Auto Bruting Machine.

Decline Stage : Roundist Machine, Digital Maxicut

3.7 SWOT ANALYSIS

Strength :

Kohinoor has grown substantially over recent years, and has good experience over

past years

Kohinoor is ISO:9001 2008 Certified company for their Product Quality

Good Co-ordination between Management and Employees

Advanced R&D and manufacturing infrastructure

Superior product performance against competitors

Better product life and Durability.

Product Innovation continuously ongoing.

Weaknesses :

Kohinoor required more Sales person

Limited budget for marketing activity

Kohinoor have dont detailed plan yet

Opportunity :

Kohinoor could develop New Product line

Local Competitor have Poor Qualities Product

Kohinoor have good opportunity to develop new channel at region

New locations and store types offer Kohinoor opportunities to exploit market

development

Kohinoor has the opportunity to expand its global operations.

Threats :

Kohinoor Will developments in technology change this market beyond our ability to

adapt.

As Business With Diamond Industry its very affected with Economy, Any Changed in

Economy Direct affect to Diamond Manufacturing industry.

43

By Passing time, Competitors also increase, they affect to Kohinoor in Market Share

and positioning

44

3.8 MARKETING STRATEGY AND OBJECTIVE

3.8.1 Marketing Strategy

Market growth through

Higher market penetration : Sell more to same market get current customers by

providing 5% discount to current customer and attract new customer by offer discount

on payment

Find new target markets : target jewellery industry for current products

Develop new products line e.g small machine like weight machine for diamond,

sareen, round table for existing for existing customers

Market stability

Increased awareness of product through promotion like advertising, publicity.

to provide continuously qualitative product with updated feature and best Customer

Service

Cost control

It can done through Combination of Market stability and Market growth

To use cost control technique like establish standard budget and their action program

in Marketing or production department

Market exit

Best Suitable technique use for depart of New Product is to updated new features of

product and use push strategy for that product

3.8.2 Marketing Objectives

Target market objectives

To increase sales of products in target market by 10% per year in real terms for the

next two years.

As Now Current Market share 70% in the market. Kohinoor want it increase next year

by 10 to 15 % from now situation

Increased Regular customer by fullfill their needs and also added 10% new customer

from target market

45

Promotional objectives

Increased company awareness at least all existing regional level as Product quality by

promotion

Increased Product trials implement by Sales Promotion or Product demonstration

Channel objectives

Add New direct or indirect Channel of Distributor or dealer at all existing regional

level

Add new distribution channel for new regional level.

Market research and R&D objectives

New laser Product are introduce in the market and promote them and test that

products success or failure reason.

New Market studies initiated by analyze customer Want and their needs.

3.9 TACTICAL MARKETING PROGRAMS

Tactical Marketing Program Include Following Areas

Target Markets

Product

Promotion

Pricing

Distribution

Other Areas

3.9.1 Target Markets

Target market Description :

Companys business is to manufacture Diamond Manufacturing Machineries Products, From

All World In Surat is Major hub for producing or prepare polishing diamond, Many More Big

diamond manufacturing industries as well as small manufacturing unit set in Surat, Bombay,

Rajkot, Bhavnagar, Ahmedabad, So Mainly Target For Our Business is Surats Market.

Profile of Target Market:

Geographic

Indian Market (90%): Surat, Ahmedabad, Rajkot, Bhavnagar, Palanpur, Bombay

46

Foreign Market (10%): America, South Africa, Turkey.

Demographics

Family Business in Diamond Industry.

Required No Any Education experiences

Psychographics

Values time and considers it their single most limited resource.

Excited about accepting and using innovative ideas and products.

Prefer the Reference Or newspapers for information they trust.

Beginning to plan for their future.

Behaviors

They are leaders in product selection and respond to the opinions of the industry

experts when making purchase decisions.

This group can be a powerful resulting from the referral network they build and use.

3.9.2 Product

Product Positioning

Major Attribute for Differentiation From Competitor is for Our Product is Best in

Product Variable : Qualitative Product

Service variables : Customer Service, Pre/post Sales

Service/Personnel variables : Technical Assistance

Image variables : In Form of Quality

Major attributes or benefits for differentiation based on the companys strengths or distinctive

competencies is Qualitative Product (ISO: 9001 2008) and Customer Service.

Communicate The Companys Positioning To The Target Market:

The positioning is done through personal selling, sales promotion (exhibitions and trade

shows) and advertising in technical and trade journals. The implementation of TQM is

important for a company so that all the activities (submission of quotations, sales

presentations, negotiations, after sales-service etc) display a superior quality in comparison to

that of competitors.

Tactics to Carryout Changes:

Company Mostly use Personal Selling in their Communication with Customer , they most

focus to other communication mix like Print Media (Television, Newspaper, Radio) , Also

47

Use Big Banner Specially in Surat City, Because Our Company s main Plus point is Quality

Standard Product with ISO:9001 2008 and also leader in Best Research and development

Department with own laboratory.

Objective:

Increased Awareness of company as well as product.

Increased in the sells or profit margin

Build company Brand Name

Product Mixes:

Kohinoor set of all products mix consists of various product lines

Bruiting Machine

Laser Products

Roundist Machines

Blocking Machines

New Product Development:

New Product development done by Kohinoor through different sequencing stages process:

1. Idea generation

2. Concept development and evaluation

3. Business analysis

4. Product development and testing

5. Market field-testing

6. Commercialisation

Packaging:

All Products of Kohinoor are large so package in Plastic with thermocol packing.

Labelling:

Labelling is most important contribution in Packing, for Kohinoor best suitable labeling with

ISO: 9001 2008 is good for the awareness of company on product and also on packing.

3.9.3 PROMOTION

In Kohinoor products promotions priority mostly done through

1- Personal Selling

2-Advertising

3 - Sales Promotion

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Message Theme for Advertising :

Better Product Quality With Easier Maintenance/Serviceability

For Promotion Kohinoor Spend only 1% from their budget.

Planned Changes:

In Kohinoor for promotion out of three personal selling, Advertising, Sales promotion. They

mostly focus on personal selling, No doubt best tools for advertising but real outcome of

results is not coming. They have to spend more in other tools of promotion specially in

Advertising.

Sales promotion:

Sales promotion forms another element in the marketing communications mix apart from

advertising which forms the core element. Sales promotion enables the firm to generate leads. It

also serves the purpose of stimulating the sales force. The elements that constitute the range of

activities in sales promotion are:

Objectives of Sales Promotion

Build Inquires

Increase product trial From Now Situation

Encourage Repurchase to current customer

Support other Promotions of Kohinoor

Personal selling:

Personal selling is a key component of the communications mix and cannot be viewed in isolation

from the other elements. Other communication methods are generally required to create

organizational and product awareness to support the selling process.

New Customer develop

Increase Product trial

Encourage Purchase/Repurchase

Support other promotions

Public relations:

Publicity is the key component of public relations. It has more credibility and generally costs less

than advertising. The major tool used for publicity in marketing is publication of articles-

preferably with technical content- in various trade and industry journals by the company's

technical competence Company also use their own publicity in the general press- Eg.,

Newspapers and business dailies. The Company at regular intervals, to ensure a build-up to the

image, issue press releases. It is important that the publicity campaigns reinforce the advertising

objectives and strategies - this will contribute to the integration process of the communications mix

Build General Awareness of Kohinoor

49

Encourage Product trial

Shift awareness with new customer add

Advertising:

Advertise is impersonal communication done through media involve messages that move in

only one direction and are f generally targeted at a large group of customers and prospects rather

than an individual.

Objective of Advertising

Build general awareness

Encourage product trial.

Change attitude of prospect

Response to competitor promotion,

Increase use or purchase rate,

Support other market decisions (e.g., support sales force),

General corporate/product image building, etc.

METHOD FOR PROMOTION:-

Advertising :- Local T.V. Channel Ads for Product and Quality

Big Banner Ads

Radio Advertisement

Sales promotion :- Demonstrations of Products

Service Offer ( Free Installation)

Catalogues

Technical seminars

Trade shows and exhibitions.

Selling type :- Sales force,

Service center

Press type :- Press News

Press conference

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3.9.4 DISTRIBUTION

Kohinoor set direct channel reach to final customer by Sales Representative. In Surat

Kohinoor has main office, so in Surat they direct contact with customer through sales

representative, But out of Surat Distribution done through regional distribution office like in

Ahmedabad, Bombay, Bhavnagar, Palanpur.

Distribution For International Market are done through direct exporting..

Level of Market Coverage: Selective Distribution in potential market

Planned Change:

Change Current distribution Channel : Add New Channel in Distribution

Add New Industrial Distributor at existing regional

Add New Regional Distribution

Set Combination house distributors : Sell some products directly to industrial

customer and some to retailers or smaller distributors (sub-distributors) who in turn sell to

the final customer.

For Foreign market set Indirect exporting

Add Intermediate For Transporting, Financing, Ware housing.

Objectives:

To Cover Maximum About 90% Target Market

The selling process includes extensive technical and commercial negotiations become

Easy and comfortable.

Gain distributor support from all existing distribution region.

3.9.5 PRICING

Pricing objective :

Achieving a target return on investment

Achieving market-share goals in each segment

Maximize short-term profits

Discourage new competitors from entering

Create interest and excitement about the item

Avoid intervention by Government or regulatory bodies

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Enhance image of firm

Pricing Method:

The Current Pricing Decision Done by Cost Plus Method.

Products Attributes of their cost of production plus research, level of product quality,

technical service, product performance and reliable delivery.

Pricing Strategy:

Kohinoor innovates best diamond machineries at minimum cost so it is able to sale its

product at lower price as compared to its competitors

Adjustment and Allowance:

Kohinoor give discount or Credit for payment as per their down payment condition.

3.9.6 CUSTOMER SUPPORT SERVICES

Customer Supports Service Done in Kohinoor by Sales Representative, Onsite

service, online support service, Call Center for customer complaint, and service desk

at company office.

All Customer (Current Customer, New Customer) are served through services.

Service Delivery Manage through internally.

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CHAPTER-4

FINDINGS AND

RECOMMENDATION

53

4.1 FINDINGS

Business process is regularly reviewed to eliminate non value-adding activities The needs of the customers are clearly defined and the products are customized

according to the needs of the customer

Kohinoor have good coordination between staff and management

From last two year sales of product increase which are good indicator for growth of

the Kohinoor

Kohinoors All Product have better product life and durability

Kohinoor have advance Manufacturing Infrastructure and R&D Department.

Kohinoor has grown substantially over recent years, and has good experience over

past years

Distribution Network, Promotion Method , Other Marketing Activities are satisfactory

in the Kohinoor Techno Engineer Ltd.

Kohinoor manufacturing highly precision Diamond machine with foreign

collaboration

Kohinoor have skillful staff in all departments

By Analysis Of Environment, Find that Kohinoor have no direct effect of the business

by the political, or legal environment, But technological and Economical Environment

Largely effect to the Kohinoors Business activities

Competitor for Kohinoor are increase every year, that is big Challenging task for

Kohinoor to stable the position in the market.

4.2 RECOMMENDATION

There should be more and more emphasis given by the KOHINOOR TECHNO

ENGINEERS LTD. For increase sales of the product through advertising.

The KOHINOOR TECHNO ENGINEERS LTD should be flexible to bend its rules

and procedures in the customer favour related with Product or research.

The KOHINOOR TECHNO ENGINEERS LTD can communicate and develop

stronger Brand Name by providing social and financial benefits to society.

KOHINOOR Manufacturing big and costly diamond cutting machineries, they have

to also manufacture small machineries for that target market, and also enter new

market (jewellery Industry) with new product.

Current distribution Network is Satisfy for the Kohinoor but they have to add new

Multiple Channel in their Existing Distribution Network and also add new channel in

new regional.

Evaluate a technology for technical and financial merit

Kohinoor Define clear Planning and business goal

Kohinoor has to increased discount on purchase for their customer

54

Kohinoor has to expand their Business at Globally

4.3 CONCLUSION

From this study on Analyze current situation in Kohinoor for marketing plan, it can be

concluded that the existing marketing activities are satisfactory. The company is using

various marketing strategies for promote their product and company, like customization of

the product, maintaining interaction with the customers regularly and providing good quality

product, and service, good distribution network to reach target market etc..From last two year

companys sales increase and grow with above 50% in their Sales Volume. Customer

response rate towards marketing activities is also improving. Market research also done with

qualified team The KOHINOOR TECHNO ENGINEERS LTD. has good opportunities for

develop new product line and Add new product new distribution channel. Growth of the

company done by implement new marketing plan with changes of existing plan, which is

describe in the study. So, this study helpful to Kohinoors Management team in Future for

develop marketing plan.

55

BIBLIOGRAPHY

Books

1. Philip Kotler., MARKETING MANAGEMENT - 12th Edition, Prentice Hall House

Pvt. Ltd.

2. John Westwood, THE MARKETING PLAN- 2nd Edition, Kogan Page India Pvt. Ltd

.

3. Tim Berry And Doug Wilson. ON TARGET: THE BOOK ON MARKETING

PLANS- 1st Edition, Palo Alto Software, Inc. Eugene, USA

4. Cooper Donald R and Schindler Pamela S. BUSINESS RESEARCH METHODS -

9th

Edition, Tata McGraw - Hill Publishing Company Ltd., New Delhi, Page No. - 610 to

612.

5. Pandey I. M., FINANCIAL MANAGEMENT - 9th Edition, Vikas Publishing House

Pvt. Ltd.

6. Bedi Kanishka, PRODUCTION AND OPERATIONS MANAGEMENT 2nd

Edition, Oxford University Press, New Delhi.

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