A

Project Study Report

On

Training undertaken at

NATIONAL ENGINEERING INDUSTRIES LTD.

JAIPUR (RAJ.)

(“A STUDY ON SALES PROMOTION IN MARKETING”)

Submitted in partial fulfillment for the

Award of degree of

MASTER OF BUSINESS ADMINISTRATION (MBA)

Submitted By: - Submitted To:-Praveen Kumar ojha M.B.A. Part II

2009-2011RAJASTHAN INSTITUTE OF ENGINEERING AND

TECHNOLOGY, BHANKROTA, JAIPUR [RAJ.]

PREFACE

Bearing industries plays an important role for automobile and many other industries.

Technologies progress in this field strengthens the competitive position in the domestic market as well as in Global market, and fulfilling the demand of the customer through supply management has been a major component of competitive strategy to enhance organization productivity and profitability.

In this project I have found why sales promotion Segment is important for the bearing industry, what are the techniques of sales promotion in NBC Company. What are the roles of sales promotion in Marketing of the Company?

Working under this project I have gained the knowledge about whole bearing industries.

Here I have learnt about the use of bearing in different sectors and how a supply chain management plays a vital Role in the success of the economy and various other industries.

2

ACKNOWLEDGEMENT

NATIONAL ENGINEERING INDUSTRY Ltd. Is considered one of the best and largest bearings manufacturing company in India. The technology used here is considered most advanced. So training at N.E.I. has been great experience of my life. I was exposed to new and advanced technology and right kind of industrial training and industrial atmosphere.

I would like to express my sincere thanks to Technical Training Centre N.E.I for carrying out my 45 days industrial training at such a prestigious organization.

I would like to pay my gratitude to Mr. ROHIT SABOO (PRESIDENT & C.E.O.) and Mr. S. PATANI [AGM, Marketing] for his guidance and support. I am extremely grateful and convey my deep sense of gratitude to Mr. RAJESH RUNGTA my project guide for their support and professional assistance and special thanks to Ms. MONIKA JOSHI (ASTT.MANAGER HR) because of which I have opportunity to understand the technical aspects and appreciate the rich professional culture more carefully.

Praveen Kumar Ojha

3

DECLARATION

I, Mr. Praveen Kumar Ojha Hereby declare that this project report is the

record of authentic work carried out by me during the period from 16-06-

2010 to 31-7-2010 and has not been submitted earlier to any University or

Institute for the award of any degree / diploma etc.

Praveen Kumar Ojha

4

TABLE OF CONTENTS

Sr. No. TOPIC Pg. No.

1 PREFACE 2

2 ACKNOWLEDGEMENT 3

3 DECLARATION 4

4 EXECUTIVE SUMMARY 6

5 RESEARCH OBJECTIVES 7

6 Introduction of bearing industry 8

7 COMPANY PROFILE 9-42

a) BRIEF PROFILE 11-15

b) PRODUCTS 14-19

c) ACHIEVEMENTS 20-42

8 PROJECT DETAILS 43-53

9 SOURCES OF DATA 54-55

10 SUMMARY OF FINDINGS 56-58

11 CONCLUSION AND RECOMMENDATION 59-61

12 SUGGESTIONS 62-63

13 BIBLIOGRAPHY 64

14 APPENDICES (Questionnaires) 65

5

EXECUTIVE SUMMARY

OBJECTIVE:-

This project is done to identify the importance of sales promotion in different markets and what are the techniques of sales promotion. How NBC manage the sales promotion programme at the different level of market.

WORK DONE:-

For this market surveys and fieldwork was done by me, visit to different agencies, analysis of data, tabulation of data and finalization of data was done by me.

“Critical success factor that comes out of the study are as follows”

Importance of information: timely & accurately

Reduction in cost.

Responsiveness of the company.

Accurate & collaborative forecasting

Relation ship with channel partners.

6

OBJECTIVE

“Sales promotion in marketing”

NBC BEARINGS

7

INTRODUCTION OF BEARING INDUSTRY

Although the development of India's ball and roller bearing industry is not quite enviable, it can be said without contradiction that India has relatively strong base for the manufacture of bearings. There are about 12 large and medium units which together turn out over 100 million bearings every year.

Almost all the units have foreign collaboration. The Indian Bearing industry makes around 500 types of bearings as against over 30,000 types of bearings being used by the Indian industry. Bulks of these are only of standard types and are used mostly in low-technology areas like fans, electric motors, water pumps, and by the automotive sector.

The current Indian bearings industry is worth Rs.3500 crore. In this, automotive segment accounts for 45 percent of the revenues, which amount to Rs 1,350 crores and the remaining 55 percent of revenues, are being contributed by industrial demand. In the automotive bearings market, the organized segment manufactures cater to 50 percent of the demand. About 15 percent of the production is by the unorganised segment in India, and the remaining 35 percent of demand is fulfilled through imports. Out of the total revenues in the automotive segment, 60 percent of the revenues are contributed by the OEMs and the remaining 40 percent is by the demand from the aftermarket. There has been a growth of 15 percent in the aftermarket segment and OE demand has increased by more than 25 percent from the financial year 2005-06.

Though the demand from the aftermarket segment is increasing, the growth rate is declining compared to the year 2005 - 06. In the aftermarket, 6 percent demand is from the engineering applications segment, 5 percent from LCV segment, 4 percent from MUV segment, 8 percent from car segment, 11 percent from tractor segment, and the remaining 15 percent from automotive ancillary segment. Rest of the 50 percent demand is from the Railway sector.

8

Company Profile

NATIONAL ENGINEERING INDUSTRIES LTD., the renowned industrialist, late Shri B.M. Birla, under the name of “National Bearing Company Limited”, founded JAIPUR in the year 1946 as a pioneer industry in the field of bearing manufacture. The first bearing was manufactured in 1950 with a modest start of 30,000 bearings in 19 sizes. The company is now manufacturing nearly 3.8 million bearings per month in over 500 different sizes ranging from 6 mm bore to 1300 mm outer diameter and has the capacity to manufacture bearings up to 2000 mm outer diameter. At NEI, the development of bearings is a never-ending job. With ever increasing activities and grant of industrial licenses for other vital industries and manufacturing of Roller Bearing Axle Boxes for Railway Rolling Stock, Steel Balls, Tapered Roller Bearings, Spindle Inserts etc., the name of the company was changed in 1958 to "National Engineering Industries Ltd." Retaining its original trade mark NBC.

The industry is spread over 118 acres of land in Jaipur and 56 acres in Gunsi (Newai). This is the only unit in the country manufacturing wide variety and range of bearings such as Ball Bearings, Steel Balls, Tapered Roller Bearings, Cylindrical Roller Bearings & Axle Boxes for Railway Rolling Stock including Spherical Roller Bearings, Cartridge Tapered Roller Bearings and Large Diaz special Bearings in separate fully equipped factories. The development of National Engineering Industries Ltd., was pioneered with a theme"Indigenisation and Self-reliance".

NBC Bearings are widely used by 2 and 3 Wheelers, Cars, Trucks, Tractors, Electric Motors, and Railway wagon, Coach & Locomotive manufacturers as Original Equipment and Steel Mills, Heavy Engineering Plants, Bulldozers, Shovels, Tillers and Thermal Power Plants all across the country. The development of NEI ltd. was pioneered with a theme “Indigenisation and self – reliance “.

9

PLANTS OF NBC

(I) PLANT AT JAIPUR:

(i). Ball Bearing: Precision Ball Bearings from 6 mm bore to 75 mm bore diameter are manufactured on state of the art manufacturing facilities with in-process and post-process gauging in grinding and centrally air conditioned assembly lines with auto gauging and testing equipments. The latest advanced techniques for manufacturing and Quality Assurance are implemented to meet the rapid increase in demand for Quality, diversity of specifications and new types of bearings.

This Division is spread over a covered area of 14,694 Sq. Meters.  (ii). Steel Ball: Precision Steel Balls up to 25 mm diameters for NBC Bearings are manufactured on precision grinding and lapping machines to achieve super finished surface, accuracy and roundness as per ISO standards.

This Division is spread over a covered area of 4,700 Sq. Meters. (iii). Tapered Roller Bearing: Precision Tapered Roller Bearings are manufactured in Inch and Metric series from 15.875mm bore to 95.25mm bore with technology obtained from our earlier collaborator, Federal Mogul Corporation, USA and now with NTN Corporation, Japan. All major Automobile manufacturers in the country as Original Equipment use these bearings.This Division is spread over a covered area of 11,652 Sq. Meters.

(II) PLANT AT GUNSI (NEWAI):

Established in the year 1980-81 as an expansion project of NEI Ltd. The factory is equipped with fully automated grinding lines with electronic in process & post- process gauging and centrally air-conditioned assembly lines with auto gauging and test equipments for quality and reliability of the products.

The plant is spread over a covered area of 7,200 Sq. Meters.

10

(III) PLANT AT MANESAR:

NEI has set up its third Ball Bearing manufacturing plant in the fastest growing industrial town of Manesar in Haryana. The plant is having a covered area of 5200 sq. meters. With the most advanced and sophisticated machines imported from reputed manufacturers from Europe and Japan.

This plant is equipped with state of the art fully automated grinding lines, assembly lines and inspection equipments.

RESEARCH & DEVELOPMENT AT JAIPUR:

(a)

Design & Development: Complete in-house facility for design development of all types of bearings and tooling is available. The design of all types of bearings is done on ProEngineer 3D Modeling & Analysis Software.

Complete engineering and research facility is available to solve intricate problems with expert advice on design, development, manufacturing, installation and maintenance of bearings. With the signing of the technical collaboration agreement with NTN Corporation, Japan & BRENCO Inc of USA, the capability to offer finest engineering services in the bearing industry has enhanced. Services of team of experienced engineers are available for selection of bearing as per application. (b)

Machine Building: NEI has the capability of machine building to design, develop and manufacture special purpose CNC Grinding Lines, HT Lines, Material Handling Equipments and other special purpose machines which have been made for its captive use to keep pace with latest technology.

A well-equipped electronic design, development laboratory with all testing facilities supports the Machine Building Division.

Machine Building has the capability and supports the Manufacturing Divisions by overhauling and retrofitting of the existing equipments, resulting in upgraded quality and improved productivity.

R&D Division is spread over a covered area of 2,007 Sq. Meters.  

11

SAP - ERP:In order to reengineer and integrate the Business processes for sales, production, materials and finance, NEI has successfully implemented SAP- ERP. By use of this Package, our processes now conform to international standard.

(iv). Railway Bearing: (a) Roller Bearing in Axle Box:

With the production of Roller Bearings and Axle Boxes since 1952, the company has fully met the requirements of the Indian Railways (one of the largest systems of the world) by designing and developing Axle Boxes and bearings for fitment to Locomotives manufactured by Diesel Locomotive Works, Chittaranjan Locomotive Works, various wagon builders, the ICF broad and meter gauge coaches. Over a million NBC bearings and boxes are in service with the Indian Railways. The development of completely indigenised Axle Boxes and bearings for the high speed Rajdhani Locomotive, the Yugoslavian and Egyptian Railway wagons are the highlights of the design capabilities at NEI. On date more than 100 types of Axle Boxes & Bearings have been manufactured. 

(b)

Spherical Roller Bearing:The manufacturing of Spherical Roller Bearings was started in the year 1975-76 for fitment to broad gauge and meter gauge passenger coaches with designs, technology, machines and equipment procured from the collaborators. 

(c) Cartridge Tapered Roller Bearing:For fitment to the new BOX-IN Uprated Wagons designed by the RDSO, NEI is the only manufacturer in the country to indigenise these bearings to a high percentage under collaboration with the largest manufacturer of these bearings in the world. Production of these bearings commenced in the year 1984. These bearings are grease packed and require no field lubrication for a period of 7 years.

This Division is spread over a covered area of 4,855 Sq. Meters.(v). Large Diameter Bearing:

Self-sufficiency in steel is the call of the day, so is the importance of bearings in Steel Mills Equipment. NEI has the distinction of being one of the ten manufacturers of these bearings in the world, who can manufacture large diameter bearings up to 2000 mm

12

diameter.

Mr. G.P. Birla released the largest bearing manufactured by NEI for fitment to the Plate Mill of Rourkela Steel Plant in September 1985. This 4-Row Tapered Roller

Bearing measures1300 mm dia and weigh 4.39 tons.

The large diameter bearings are mainly manufactured out of case carburising steel, heat treated on special equipment and furnaces developed by NEI. Precision grinding is done to close tolerances on CNC Twin Spindle Programmable Berthiez Machine for bearings ranging from 500 to 2000 mm diameter with electronic sizing and numerical display.

Production of these bearings started in 1975 and to date over 100 different types of special large diameter bearings have been manufactured and successfully used, saving considerable foreign exchange for the country.

The Large Diameter Bearings Division is spread over a covered area of 2,508 Sq. Meters.

Quality

 At NEI, They have embarked upon system improvement and implemented modern concepts of Total Quality Management. The company has been accredited with a number of certifications like ISO/TS 16949:2002 and ISO 9001:2000 by BVQI for the design, development, manufacture & supply of Ball Bearing, Tapered Roller Bearing and Cylindrical Roller Bearings, Spherical Roller Bearings, Cartridge Tapered Roller Bearings, Railway Rolling Stock and Spares in addition to the ISO 14001:1996 certification for ensuring a clean and pollution free environment.

Association of American Rail Roads has approved NEI and granted AAR Approval for design, manufacture and supply Cartridge Tapered Roller Bearings for Freight Wagons.  We are the leading suppliers of Cartridge Tapered Roller Bearings to Indian Railways since last twenty years.

13

PRODUCTS RANGE OF BEARINGS MANUFACTURED AND EXPORTED UNDER THE TRADE MARK OF NBC INCLUDES:

• Ball Bearings • Tapered Roller Bearings • Cylindrical Roller Bearings • Axle Boxes Spherical • Roller Bearings • Cartridge Tapered Roller Bearings • Large Dia Special Bearings

NBC Bearings are widely used by two and three Wheelers, Cars, Trucks, Tractors, Electric Motors, Railway Wagons, Coaches & Locomotives and also in Steel Mills, Heavy Engineering Plants, Bulldozers, Shovels, Tillers and Thermal Power Plants all across the country and overseas.

BALL BEARING

TYPE OF BALL BEARINGS: -

Radial Ball Bearing

Angular Contact Bearing

14

Self-Aligning Two-Row Ball Bearing

Belt Tensioned

NO. OF SIZES: - 257 including derivatives

The initial technology was from Hoffman Manufacturing Company Ltd., U.K. a collaboration, which continued for 20 years. They offer a wide range of both metric and inch series deep groove ball bearings, angular contact ball bearings, self-aligning ball

Bearings etc. With their tie up with the world's leading bearing manufacturing company NTN Corporation, JAPAN, They have gained access to the most advanced ball bearing technology i.e. thermo mechanical bearings (TMB) and tensioner bearings available today and our wide range of ball bearings is increasing under this collaboration.

Precision ball bearing from 6mm bore to 160mm OD is manufactured with latest advance techniques. The unit has advanced assembly line with auto gauging and testing equipment. NEI has 22 automatic Grinding lines from M/s. NTN & Izumi, Japan. All machines with in process & post process gauges to ensure grinding accuracy. Use of High Quality coolants for consistent grinding quality and surface finish. Complete automation by flex-link conveyor system. NEI has automatic plant for Track Grinding, Bore Grinding and Honing, New Automatic Grinding and Assembly Line has been purchased for Manufacturing of DRAC bearings.

TAPERED ROLLER BEARINGS

15

TYPE OF TAPERED ROLLER BEARINGS: -

Single Row Tapered Roller Bearing

Double Row Tapered Roller Bearing

NO. OF SIZES: 76

Manufactured at an ultra modern plant, with technology obtained from our earlier collaborators, Federal Mogul Corporation, USA and now with NTN Corporation, JAPAN, these bearings are used by all major automobiles, truck and tractor manufacturers in the country as original equipment.

The above bearings are manufacture in inch & metric series form 15.857mm bore to 95.25mm bore. For TRB NEI has Automatic Grinding Lines with in-process & post process gauges. Complete automation by Flex link conveyor. Crowning provision on Inner (Cone) & Outer (Cup). Complete Automatic Line for Roll Grinding, Super finishing, Inspection and Sorting imported from NTN, Japan automatic checking & prevention of inverted roller & roller missing. Automatic checking of stand height, noise and run outs. For TRB, NEI has technical collaboration with NTN Corporation JAPAN, all major automobile manufacturers as OEM original equipment uses the above bearings.

NEI has purchased new state of the art Automatic Grinding line consisting of 4 nos. Grinding machines from M/s Linkoping, Sweden and 2 Nos. Super finishing machines from M/s Supfina.

SPHERICAL ROLLER BEARING-

The above bearing is fitment to broad & meter gauge passenger coaches, for manufacturing SPHERICAL ROLLER BEARING design, technology, and equipments is procured from NEI collaborator (NTN JAPAN).

Originally developed in collaboration with Swiss leaders FAG-SRO. Vital for broad gauge and meter gauge coaches manufactured by ICF, Chennai and RCF, Kapoorthala for the Indian Railways. Now new sizes are being developed with the help of NTN Corporation, JAPAN

16

SPHERICAL ROLLER BEARINGS: -

(Railway Bearing)

NO. OF SIZES: 5

CYLINDRICAL ROLLER BEARINGS &

AXLE BOX ASSEMBLY: -

NO. OF SIZES: 58

Developed by NBC for the Indian Railways for use in rolling stocks. Excellent performance even in the high speed Rajdhani locomotives, the Yugoslavian and Egyptian Railway wagons.

A total of 34 different types of the axle boxes are turned out at the NEI plant in Jaipur. Designs for high-speed railway application are being developed together with NTN. More than one million NBC axle boxes and roller bearings are in operation with Indian Railways. We have the privilege of being the single largest source of bearings to Indian Railways, which is one of the largest networks of its kind in the world.

The most of the production of this type of bearing for Indian Railways, Production of the bearing started in 1952, on date plant is producing 100 different types of

17

Axle Box bearing, over a million NEI bearings and boxes are in service with the Indian railways. New Automatic Grinding and Assembly Line has been purchased for

manufacturing of Axle Unit Bearings (DRAC bearings) from M/s Izumi Kinzoku

CARTRIDGE TAPER ROLLER BEARING-

Successful Track record in the Railways for the past 30 years, these require no field lubrication. Developed in collaboration with BRENCO Inc. USA, these bearings are

being used in all broad gauge wagons of Indian Railways.

This is new box in for upgraded wagons design by RDSO, NEI only manufacturer with the collaboration with largest manufacturer of the world. Production of this

bearing started from 1989. These bearing are grease packed and require no filed lubrication for period 7years exporting Cartridge Tapered Roller Bearings for wagon

application to M/s Brenco USA since 2004.

CARTRIDGE TAPERED ROLLER BEARINGS: -

(Railway Bearing) NO. OF SIZES: 1

NEI has Automatic Grinding Lines with in process gauges to ensure high accuracy and surface finish. Complete automation by Flex link conveyor. Facility for crowning on inner race and outer race

LARGE DIA METER BEARING

18

ARGE DIA SPECIAL BEARINGS: -

Single Row & Double Row Ball, Cylindrical and Four Row Tapered Roller Bearing

NO. OF SIZES: 132

NEI is one of the top 10 manufacturers of LDA bearing & its plant can produced up to 2000mm Dia meter bearing also, The largest bearing produced by the plant was 4 row tapered roller bearing with 1300mm Dia and weight 4.39 tons.

NEI has Single &Double Spindle Internal and External Grinding. To Capable of Grinding 1000 mm Dia. to 2000 mm Dia.

LONG TERM OBJECTIVE 2008-2014

TO ACHIEVE BY THE YEAR 2013-14

1. A TURN OVER OF RS. 10000 Million2. EXPORT SALES AS 20% OF TURNOVER & DEVELOP OE CUSTOMERS

FOR EXPORT SALES3. CONTRIBUTION FROM NEW PRODUCT DEVELOPED IN LASTFIVE YEARS

AT 15% OF SALES TURNOVER4. INCOME FROM SERVICES TO RS 300 Million5. INCOME FROM ALLIED ENGINEERING PRODUCTS TO RS 50 Million6. ROI Pre Tax 24.4% Post tax 17.1% AND BECOME A DEBT FREE

COMPANYCUSTOMER SATISFACTION INDEX OF 95%

19

ANNUAL OPERATING PLAN 2008-09

TO ACHIEVE

1. TURN OVER OF Rs. 6005.50 Million.2. EXPORT SALES AS 6.40% OF TURNOVER3. CONTRIBUTION FROM NEW PRODUCT DEVELOPED IN LAST FIVE YEARS

AT 10% OF SALES TURNOVER4. INCOME FROM SERVICES TO Rs. 155 Million

ROI - PRE TAX > 20.9%

Milestones

1946 - Company Established as National Bearing Company (NBC) Under

Technical Collaboration with Hoffman, UK

1950 - Ball Bearing Production Started.

1951 - Railway Bearing Production Started

1957 - Company name changed to National Engineering Industries ltd. - (Retained NBC as Trade Mark)

1967 - Tapered Roller Bearings Production Started Under Technical

Collaboration with Federal Mogul Corporation, USA

1971 - Established Research and Development Division

1971 - Established Machine Building Division

1975 - Large Diameter Special Bearings Production Started

1976 - Spherical Roller Bearings Production started with Technical Know - - How From FAG-SRO

1981 - Separate Factory for Ball Bearing at Gunsi (Newai)

1982 - Cartridge Tapered Roller Bearings Production Started in Technical

Collaborations with BRENCO Incorporated, USA

1985 - Largest Bearing with outer diameter 1.3 meter and weight 4.39 tons

20

(4390 Kgs) Produced

1985 - Technical Collaboration with NTN Corporation of Japan for Ball,

Cylindrical and Spherical Roller Bearings.

1990-95 - Modernization in Three Phases

1995 - ISO – 9001 Certificate

1996 - Technical Collaboration with m/s Izumi Kinzoku Kogyo Co. ltd - Japan for Machine Retrofitting/Remanufacturing and Overhauling o - Grinding and --Super finishing Machines for Bearing Race.

1997 - Technical Collaboration with NTN Corporation of Japan for Tapered

Roller Bearing and Hub Bearings

1998 - IV Phase – Modernization Started

1999 - Implemented 1st Phase of SAP – ERP Solutions

2000 - QS – 9000 and ISO -14001Certification

2003 - TS – 16949Certification

2005 - AAR Certification M – 1003 for Cartridge Tapered Roller Bearing

2006 - New Manufacturing Facility at IMT Manesar (Haryana)

21

Departments at NEI Ltd, Jaipur

Personnel Division Taper Division Research & Development Division Machine Building Large Diameter Bearing Division Railway Division Bearing Division Ball Department Ring Rolling Division Quality Assurance Metallurgy Division Sales Department Budget Department

22

Accounts Department ERP/EDP

SISTER CONCERN

Hindustan Motors ltd.

Car plant (lancer), Chennai

Power Product Division, Hosur

Power Unit Plant (ISUZU engines) India

Automobile Division, Uttarpare

GMMCO ltd, Chennai

Hukumchand Jute and Industries ltd, Amlai

Orient Fans, Kolkata

Orient Paper Mills, Amlai

Orient Paper and Industries ltd, Kolkata

23

Orient Cement, Devapur (A.P.)

Hyderabad Industries Limited, Hyderabad

Birlasoft, Noida

Overseas Companies

Panafrican Paper Mills (EA) Nairobi

Nigeria Engg. Works (NEW) Nigeria

Rivers Vegetable Oil Company ltd, Nigeria

24

Plants Area

25

Collaborations

BRENCO Incorporated, USA

Since 1982, for Cartridge Tapered Roller Bearings for Railway wagons and locomotives,

26

NTN Corporation, Japan

Since 1985, for Ball Bearings, Cylindrical and Spherical Roller Bearings, Clutch Release Gen- 1, Gen- 2 Wheel Bearings

Since 1997, for Tapered Roller Bearings.

Izumi Kinzoku Co. ltd, Japan

Since 1996, for re- manufacturing, retrofitting and overhauling of grinding and super- finishing machines for bearing races.

NBC Bearings are used by all major auto OE Customers in India Like :-

BAJAJ AUTO

27

YAMAHA MOTORS LIMITED

KINETIC ENGINEERING

HERO HONDA MOTORS

ROYAL ENFIELD INDIA

TVS MOTOR INDIA(P)LTD

HMSIL

BAJAJ AUTO

FORCE MOTORS

SCOOTERS INDIA LIMITED

MAHINDRA & MAHINDRA LTD.

ATUL AUTO LIMITED

MARUTI UDYOG LIMITED

HINDUSTAN MOTORS

28

FORCE MOTORS

MAHINDRA & MAHINDRA LTD.

ASHOK LEYLAND

FORCE MOTORS

EICHER MOTORS

HINDUSTAN MOTORS

MAHINDRA & MAHINDRA LTD.

TATA MOTORS LTD

ESCORTS

29

FORCE MOTORS

MAHINDRA & MAHINDRA LTD.

PUNJAB TRACTORS

TAFE

NEW HOLLAND

VST TILLERS

HMT TRACTORS

SONALIKA

OTHER MAIN CUSTOMER

30

INDIAN RAILWAY

CROMPTON GREAVES

KIRLOSKAR

GE ELECTRICALS

MICO

TEXMACO

31

NBC Bearings Exports in following Country

32

USA

Japan

Italy

Sri lanka

Indonesia

Bangladesh

Singapore

Nepal

Peru

Pakistan

Brazil

AwardsNEI has bagged some of the most prestigious awards in its field in various categories:-

Challenge India Support (Engine GP) Award for 2003-04 by Honda Motorcycles and Scooters India ltd.

Direct On Line (DOL) Award, 2005 by M/s Hero Honda Motors ltd.

Customer’s Delight Award, 2006 by Eicher Motors ltd.

National safety Award from The Government of India

AWARDS

33

34

CERTIFICATIONS OF NBC:-

35

NEI NETWORK IN INDIA

BRANCH OFFICE HEAD OFFICE

DELHI JAIPUR

MUMBAI

PUNE

CHENNAI

WORKS REGISTERED OFFICE

JAIPUR KOLKATA

MANESAR

NEWAI

36

Name: Mr. Rohit Saboo

Designation : President & CEO

Email ID : rsaboo@neibearing.com

Name : Mr. R. K. SabooDesignation : Sr. Vice PresidentDivision : FinanceEmail ID : rksaboo@neibearing.com

Name : Mr. Sanjeev TapariaDesignation : Vice PresidentDivision : Marketing - BB & TRBEmail ID : staparia@neibearing.com

Name : Mr. D. K. SharmaDesignation : Vice PresidentDivision : PersonnelEmail ID : dksharma@neibearing.com

Name : Mr. M. L. SardaDesignation : General ManagerDivision : Marketing RB & LDBEmail ID : mlsarda@neibearing.com

Name : Mr. V. K. DuggalDesignation : General ManagerDivision : Mfg.- BB Jaipur & Newai Email ID : vkduggal@neibearing.com

Name : Mr. A. K. MittalDesignation : Asst. General Manager Division : R&D & Machine Building Email ID : akmittal@neibearing.com

Name : Mr. S. K. JajuDesignation : Divisional ManagerDivision : Quality AssuranceEmail ID : skjaju@neibearing.com

37

Market Dynamics

Original Equipment Manufacturers (OEM) Market

The OEM market for bearing represents the demand arising out of the original vehicle and industrial manufacturers. The demand for the OEM market directly depends upon the growth in user industry. OEM market accounts for 60% of total demand of bearing industry. This market is characterized by requirements of high quality, stringent delivery norms and ower margins.

OEM’s have been facing price competition in their own markets; continue to exert price pressure on the local bearing suppliers. The bearing capacity available in the country is in excess of demand, resulting in price reduction. The OEM bearing market is likely to witness better days ahead on account of upswing in automobile industry and manufacturing sector

38

Replacement Market

The replacement market represents the demand arising on account of replacing the used and worn-out bearings. The size of replacement market is dependent on equipment population and frequency of maintenance. Replacement market accounts for 40% of total demand for bearing industry. The margins in this market are relatively higher placed as compared to OEM market.

The replacement market is highly price sensitive and has higher share of unorganized players and cheaper imported bearings.

Common Area of Bearings Applications

Largest Application (by volume) - Bearing Type Used

Engineering - Deep Groove

Trains, Machine Tools - Cylindrical

Cars, Various - Spherical

Industrial Vehicles (Trucks,

Construction Vehicles) - Tapered

Engines (Diesel& Petrol), Gearboxes - Needle

39

NEI’S MARKET SHARE

NRB9%

TIMKEN8%

ABC6%

TATA9%

FAG15%

SKF20%

NEI29%

HMT4%

40

EXPORT MARKET SHARE OF INDIAN BEARING INDUSTRIES 2009-10 (VALUE)

FAG34%

TIMKEN12%

ABC0%

NEI14%

NRB2%

SKF38%

41

NEI SHARE IN DIFFERENT SEGMENTS

IN YEAR 2009-10

Ball Bearing

Ball Bearing

0

10

20

30

40

50

60

2&3Wheeler

Cars C.V. MUV Tractor

Ball Bearing Percentage

Tapper Bearing

Tapper Bearing

05

1015202530354045

Cars C.V. MUV Tractor

Tapper BearingPercentage

42

Bearings Market

Current & Future Analysis

The market for bearings in Germany is estimated at US $ 2.7 billion for 2008 and is projected to be US $ 2.9 billion in 2009. The market is further projected to reach US $ 3.1 billion by 2010, growing at a compounded annual rate of 3.8%, during the period 2001-2010.

Ball Bearing is the largest and the fastest growing segment in the German bearing market and is estimated at US $ 1.3 billion for 2007. The segment is projected to reach US $ 1.5 billion by 2010, expanding at a CAGR of 4.1%, during the analysis period 2001-2010.

Market Overview

Germany is a leading producer and exporter of machinery and automobiles and is characterized by a highly competitive market. The market for rolling bearings includes three major End-users- automobile industry, mechanical engineering, and electric industry. Automobile and electric sectors in the region consume bearings heavily. Manufacture of rolling bearings for these sectors is through series production. This kind of sales offers low profitability and pricing needs to be reasonable low. The machinery business reflects a different and better picture, as these manufacturers buy standard bearings in relatively smaller qualities. This kind of production and sales involves higher profitability and also offers more stable income.

43

“STUDY ON SALES PROMOTION IN MARKETING”

INTRODUCTION “Marketing is a social and managerial process by which individuals and Groups obtain

what they need and want, through creating, offering and exchanging products of value

with others”.

: - Philip Kotler.

Marketing includes all those activities having to do with effecting changes in the

ownership and possession of goods and services. It is that part of economics which

deals with the creation of time, place and possession utilities and that phase of business

activity through which human wants are satisfied, by the exchange of goods and

services for some valuable consideration.

- American Marketing Association.

Marketing is the process of discovering and translating consumer wants into product

and service specifications and then in turn helping to make it possible for more and

more of consumers to enjoy more and more of these products and services.

44

Marketing consists of analyzing marketing opportunities, researching and selecting

target markets, designing marketing strategies, planning marketing programs and

organizing, implementing and controlling marketing effort.

Companies have to identify long and short term marketing opportunities and research

the selected market by measuring and forecasting attractiveness of the given market.

Having selected the market, the companies need to develop a differentiating and

positioning strategy for the target market. The marketing strategy must be transformed

into marketing programs by deciding on marketing expenditures and the marketing mix.

The final step is organizing the marketing resources and implementing and controlling

the marketing plan.

Marketing Mix

Marketing mix is the set of marketing tools that a firm uses to pursue its marketing objectives in the target market.

McCarthy has popularized a four factor classification of marketing tools known as the

4P’s of the marketing mix. They are:

Product

Price

Place

Promotion

45

Product:

Product stands for the firm’s tangible offer to the market, including the product quality,

design, features, branding and packing. It deals with new product development, product

life cycle, product mix, product lines, branding and associated services to a product.

From the customer’s point of view, it helps in satisfying the customer’s needs and

wants.

Price:

Price is the monetary value of the product. Price deals with selecting the pricing

objectives, setting the price, discounts, allowances, payment policies and credit terms. It

is very important to the customers as it decides the cost the customer has to pay to gain

the product value.

46

Place:

This marketing tool stands for the various activities the company undertakes to make

the product accessible and available to the customer. It involves market size, channel

selection and management, storage and physical distribution with the ultimate purpose

of efficiently supplying the company’s offer to the target market. To the customer, this

marketing tool refers to convenience.

Promotion:

Promotion stands for various activities the company undertakes to communicate and

promote its products to the target market. It involves communication programs i.e. direct

marketing, advertising, sales promotions, public relations and motivation of sales force.

To the customer this tool provides knowledge and information.

47

The Promotion Mix of a company includes the following tools;

Advertising:

It is any paid form of non-personal presentation and promotion of ideas, goods or

services by an identified sponsor.

Direct Marketing:

It refers to the use of mail, telephone and other non-personal contact tools to

communicate with or solicit a response from specific customers and prospects.

Personal Selling:

Face to face interaction with one or more prospective purchasers for the purpose of

making a sale refers to personal selling.

Public Relations and Publicity:

It refers to the variety of programs designed to promote and or protect a company’s

image or its individual products.

48

Sales Promotions:

The short-term incentive to encourage trial or purchase of a product or service refers to

sales promotion. Whereas advertising offers a reason to buy; sales promotion offers an

incentive to buy. Since sales promotion directly push up the sales, increasing number of

companies are undertaking sales promotion activities.

Sales Promotion

Sales promotion refers to the short-term incentives to encourage sales of a product or

service. It consists of a diverse collection of incentive tools, mostly short-term, designed

to stimulate quicker and greater purchase of products or services by consumers.

Purpose of Sales Promotion

Sales promotion tools vary in their specific objectives. They may be used to attract new

customers, to reward loyal customers and to increase the repurchase rates of

occasional users. Sales promotion usually targets brand switchers because non-users

49

and users of other brands do not always notice a promotion. Sales promotions are thus

also seen as a tool for breaking down loyalty to other products.

Sales promotions also let manufacturers adjust to short term changes in supply and

demand and differences in customer segments. They also let manufacturers to

experiment by varying prices. Sales promotions also lead to greater consumer

awareness of prices.

To use sales promotion, a company must set objectives, select the right tools, develop

the best program and implement it and evaluate the results.

Objectives of Sales Promotion

The specific objectives set for sales promotions will vary with the type of the target

market. For consumer promotions, objectives include encouraging purchasing of larger

sized units, building trial among non-users and attracting switchers away from the

competitor’s brands. For trade promotions, objectives may include; including retailers to

carry new items and higher level of inventory, encouraging off-seasonal buying, of-

setting competitive promotions, building brand loyalty of retailers and gaining entry into

new retail outlets. The sales force promotions help in encouraging support of a new

50

product or model, encouraging more prospecting and stimulating off-seasonal sales. But

most importantly, sales promotion should be focused on consumer relationship building.

Sales Promotion Tools

Many tools can be used to accomplish sales promotion objectives. Descriptions of the

main promotional tools are as follows;

Consumer Promotion Tools

The main consumer promotion tools are as follows;

Samples:

They are offers of a trial amount of a product. It consists of inviting prospective

purchasers to try the product without cost or at a lower cost in the hope that they

will buy the product. Samples may be free or discounted.

Coupons:

Coupons are certificates that give buyers a saving when they purchase a

specified product. Coupons can be mailed, placed in advertisements or included

with other products.

51

Rebates: Rebate is also known as cash refund offers. Rebates are offers to refund part

of the purchase price of a product to its customers who send a proof of

purchase to the manufacturer. These are like coupons except that the price

reduction occurs after the purchase and not at the point of sale.

Price Packs:

Cents-off deals or price packs offer consumers savings by way of reducing

prices that are marked by the producer directly on the package.

Premiums:

These are the goods offered either free or at a low cost as an incentive to

buy a product. Premiums may be in-pack or on-pack (outside the pack).

Prizes:

They are offers of chance to win something such as cash, trips or goods – by luck or

through extra efforts. Contests of talent and sweepstakes or draws the most popular

prize offering promotions.

Tie-in Promotions:

52

Tie-in promotions involve two or more brands or companies that team up on

coupons, refunds or contests to increase their pulling powers.

Cross Promotions:

Cross promotions involve using one brand to advertise non-competing brand.

Advertising Specialties:

These are useful articles imprinted with an advertiser’s name, given as gifts to consumers.

Patronage Rewards:

They are cash or other awards for the regular use of company’s products or services. They are values (in cash otherwise) that are proportional to one’s patronage of a certain vendor or a group of vendors. They aim at building brand loyalty.

PoP Promotions:

Point of purchase (PoP) includes displays and demonstrations that take place at the

point of purchase or sale.

53

Trade Promotion Tools

More money is spent by companies on trade promotion (58%) than on consumer

promotions (42%). The major trade promotion tools are as follows;

Discounts:

It is also known as price-off or off-invoice or off-list. Discounts price cut off the list

price on a particular quantity purchased during a stated time.

Allowances:

They are the amount offered in return for an agreement by the retailer to feature the

manufacturer’s products in some way; displays, advertising or otherwise.

Free Goods:

Free goods are the extra merchandise offered to middlemen who buy a specific

amount of a product.Companies also offer push money and specialty advertising

items to the middlemen.

54

The researcher has done the research in the following manner;

a) Type of the research undertaken is analytical.

b) Technique used is random sampling.

c) Sample size taken is 30.

d) Sources of data used include both primary as well as secondary data.

e) Tool used for the research is questionnaire.

f) Plan of analysis are tables and graphs.

Data Collection Methods

In this study, the foremost data collection instrument used is the questionnaire method.

The questionnaire has been designed with both open ended and closed ended

questions. Apart from this, the research instrument consists of primary and secondary

data collected for the study.

Primary Data:

Here first hand information is obtained by distributing printed questionnaire to the marketing

executives of the company. Data was also obtained from the observation and interview

technique adopted by the researcher. Moreover, information was disseminated by the

departmental heads.

55

Secondary Data:

Here the information is obtained from the brochure of Ferror Dek, books, websites,

newsletter, journals, magazines, newspapers, etc.

SOURCES OF DATA

Primary Data Secondary Data

Questionnaire Newsletter

Observation Journals

Interviews Magazines

Visits to other Newspapers

Companies Information Books

Through Departmental heads Websites

56

SUMMARY OF FINDINGS

A Summary of Findings:

The finding can be grouped together into two broad categories such as;

Specific Findings:

This is pertaining to the objectives of the study.

General Findings:

This is with regard to the market dynamics and visits made by the researcher

to companies having almost similar products profile.

Specific Findings:

1. The company adopts a variety of promotional methods such as paper insertion,

telemarketing, display stalls, participating in exhibitions, direct mail,

presentations and showroom.

2. Transparency is maintained at the levels of the organization.

3. The products are marketed through direct marketing (showroom) and dealers are involved in the marketing process.

4. The activities carried out by each and every department of the organization is

systematic.

57

General Findings:

1. Foreign companies can invest up to 100% in most of the manufacturing industries in India.

2. With the vast array of modular option available in market, the consumer isn’t really strapped for choice.

3. Italian manufacturers have now entered the Indian markets. Moreover, furniture made from Asian Teak Wood which is available in the rich rain forests of Malaysia is flooded in the Indian market. In a nutshell, this means to say that the competition is very intense.

4. Many branded companies outsource the products because of which the delivery time of the product ordered is stretched.

5. “Quality never comes cheap”. This is true but at the same time, it is also true that quality can come at a reasonable price, With regard to the quality.

6. Majority of the marketing executives are male.

7. The prices of the products are reasonable though they are competitive.

8. The products are of good quality and are at par with other competitors having brand names.

9. Reasonable pricing, customized products, quality and finishing contributes in

differentiating the products of the organization from that of the others.

58

10. Apart from price of the product, design and delivery time of the product ordered

play a crucial role in triggering out demand generation of the product.

11. Discount is given on repeat purchase.

12. The company does not adhere to stringent norm while giving discount on repeat

purchase.

13. The target consumers are the elite and upper middle class.

14. No incentives are given by the company to its marketing personnel at present.

59

CONCLUSION AND RECOMMENDATIONS

“No man has the right to dictate what other men should perceive, create or produce, but

all should be encouraged to reveal themselves, their perceptions and emotions and

builds confidence in their creative spirit!”

This inspiring thought of Ansell Adams is well appreciated by new style marketing

organizations which understand that “boxes and lines” structures can’t drive value in

fast moving environments. No doubt, that NEI is one of them because they believe in

teamwork. Today, the need of the Indian consumer evolves beyond “roti, kapada aur

makaan”. To capture opportunities continually, the company must have a continual flow

of ideas. Transforming a pipeline full of ideas into a value – generating portfolio of

products and services is hard. Herein, lays the importance of co-ordination.

In today’s crowded market place, where products and services are touting

themselves to be the best, it is vital to stand out in the crowd. From the various

channels of advertising, point of sale displays and how the employees are relating to the

customers. It is important for NEI to establish and reinforce an unmistakable brand and

corporate identity in all channels of fickle minded consumers. Herein, lays the

importance of the Japanese proverb which says – “Thinking without action is a

daydream and action without thinking is a nightmare”.

60

1. Production data of other automobile is very important for bearing industry.

2. Demand data is also very important for bearing industry.

3. NBC supply 29% of bearing in Indian market, rest other company supply.

4. India’s first bearing company having maximum sizes.

5. India’s largest bearing company.

RECOMMENDATIONS

1. It’s overwhelming to find out that the organization works in a systematic manner.

A blend of co-ordination will definitely enhance the performance of the company.

2. Quality clubbed with reasonable pricing and quick delivery made the product of

the company stand apart. The marketing campaign should focus on this aspect

and made according to its line.

3. The strength of the company is its customized products. This very fact must be

highlighted in the marketing campaign.

4. As the products are reasonably priced, the ambit of the target consumers should

be stretched so that middle class consumers also fit into it.

61

5. The company must stick to a norm while giving discounts on repeat purchase.

This will certainly help in sales promotion in order to create repeat purchase.

6. In order to have a rapid market access, the company can include dealers, if not

retailers at the moment.

7. The company should focus the marketing strategies.

8. The company can introduce some reward schemes so that a person is benefited

after the fulfillment and over achievement of the target. This is predominantly

done to motivate the sales force and enhance their performance.

9. Other than emphasis on design, craftsmanship and product quality, the

company’s unique strength also lies in its capability as a fully – integrated

furniture manufacturer. This fact should be highlighted during the advertisement

campaigns.

10.The need of the hour is aggressive marketing.

62

Suggestions 1. Everyone is aware of the growth in wealth and change in lifestyle.So the

marketing campaign should be designed to woo the customers.

2. The company should explore all possible ways in order to aggressively sell its

products. So, the company can register itself in Bearings.co.in as it is India’s

biggest online B2B plan with largest virtual Bearings directory.

3. The Motors industry is in boom. In order to tap the potential market, the

Company can advertise in a magazine. This will help in showcasing the products.

This can add an extra spice to sales.

4. In today’s crowed market place in order to increase the size of the pie, the

Company can adopt innovative promotional strategies. It will help in creating and

reinforcing the Company’s identity in the minds of the consumer.

5. In order to be extra ordinary, the Company has to walk the extra mile. A method

named ‘Experimental Marketing’ can be adopted by the Company wherein the

prospective consumers can be invited to visit the showroom and touch and feel

the products.

63

6. Since the competition is intense, so there should be some value addition so as to make the Company stand apart in the market. One such way is to improvise the customer service.

7. Consumer is the king in the market. This fact should be deeply rooted in the minds of the employees. The Company can adopt some ways to listen to the customer’s feedback which should be noted in writing so that it will help in continual improvement and make the company to be in the right track always.

8. Moreover, a sense of involvement will be felt by the customers whish can give

the company a cutting edge.

9. To collect demand data of automobiles company on time.

10.NBC should send their product catalogue to all automobile companies.

11.Try to increase their supply in Indian market.

12.Try to build new foreign automobile customers.

13.Try to make brand awareness in customer’s eyes.

14.Try to increase product visibility among general public.

64

BIBLIOGRAPHY

www.oica.net

www.bearingindustry.com

www.commerce.nic

www.cbi.edu

NEI Literature

Global Bearing Market

www.neibearing.com

Questionnaire

65

1. What are the different types of Bearings that the NEI Manufacture?

2. What types of Bearings does the NEI Exports. Suggest

3. Where NEI Exports Bearings?

4. What are the different types of sizes that NEI have

5. Who are main customers of NEI in Automobiles sector

6. How Modes of Entry helps NEI to extend its Business?

7. How Important Is MUV’s and CV’s Segment For a Company?

8. What steps should be taken while entering into the Country?

9. What is the Marketing Strategies of NEI?

10.NEI should focus on which Market?

11.Do you think that Automobile sector is the Major Market of Bearings for NEI?

THANK YOU

66