SUMMER INTERNSHIP PROJECT

AS

“MARKETING STRATEGIES OF SHIKOKU

TECHNOLOGY”

SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENTS OF

BBA,
THE GD GOENKA UNIVERSITY, GURGAON
JULY 2018

UNDER THE GUIDANCE OF:

MRS. DEEPTI WADERA
SCHOOL OF MANAGEMENT

SUBMITTED BY:
NIKHIL KATARIA
ENROLMENT NO:
160010201032

GD GOENKA UNIVERSITY
SOHNA ROAD, GURGAON
 DECLARATION FROM STUDENT

I, Mr. Nikhil Kataria, Roll No. 160010201032 declares that the Summer Internship Project

Report entitled “Marketing strategies of Shikoku Technology” is prepared by me and it is an

authentic work carried out by me. The matter contained in this has not been submitted earlier

for the award of any degree or diploma to the best of my knowledge and belief.

Nikhil Kataria
Enrolment No.- 160010201032
 ACKNOWLEDGEMENT

A project can never become a success with efforts of only one individual. It requires a group of
people to complete a project at its best. And it’s my friends, my teacher and my family member
who have helped me to complete my project report.
The present work is just an effort to throw some light on “ Shikoku Technology ”. The work
would not have been possible to come to the present shape without the guidance, supervision and
help of number of people.
With deep sense of gratitude I acknowledge the encouragement and guidance received from Mrs.
Deepti Wadera, and other staff members.

I convey my heartfelt thanks to all those people who helped and supported me during the course,
of completion of my Project Report.

Nikhil Kataria
ENROLL. NO: 160010201032
Course: BBA
 ABSTRACT

I chose to work with Shikoku Technology. During this internship I have learnt many
new skills. Before internship I had only theoretical knowledge about work in
organization but now I have some practical experience of working in an organization.
Now I have knowledge about the organization’s working environment and how
organizations work and achieve their goals and objectives. This internship has given
me the understanding of business and also about the elements of strategic thinking,
planning and implementation, and how these things are applied in a real world
organization environment. Following are the objectives that I had in my mind before
working as an internee.

The objectives that I had in my mind before working as an internee were to improve
communication skills; to learn more than the theoretical knowledge and apply it in
actual organisation; to make quick decisions in real situations and to compare practical
aspects with theoretical aspects.
 CONTENT

ABSTRACT

ACKNOWLEDGMENT

1. INTRODUCTION ............................................................................................. 6

2. COMPANY PROFILE....................................................................................... 9

3. MARKETING STRATEGY ADOPTED BY SHIKOKU ............................... 11

4. SCOPE OF THE STUDY ................................................................................ 13

5. SWOT ANALYSIS .......................................................................................... 14

6. PRODUCTS…………………………………………………………………..15

7. OBJECTIVES OF THE STUDY……………………………………………..18

8. JOB PROFILE………………………………………………………………...19

9. TASK PROFILE………………………………………………………………20

10. WEEKLY REPORT……………………………………………………………21

11. SALES TRAINEE SKILLS …………………………………………………..23

12. RECOMMENDATIONS TO THE COMPANY……………………………….24

13. CONCLUSION………………………………………………………………….25

14. REFERENCES…………………………………………………………………..27
 INTRODUCTION
MARKET OVERVIEW

The engineering sector is the largest segment of Indian Industry

The engineering sector is the largest segment of the overall Indian industrial sector. India has a
strong engineering and capital goods base. The important groups within the engineering industry
include machinery & instruments, primary and semi finished iron & steel, steel bars & rods, non-
ferrous metals, electronic goods and project exports. The engineering sector employs over 4
million skilled and semi-skilled workers (direct and indirect).

FUTURE OUTLOOK

The engineering sector’s future outlook is promising. Drivers like infrastructure development,
industrial growth and favourable policy regulations will ensure growth in manufacturing.
Emerging trends such as outsourcing of engineering services can provide new opportunities for
quantum growth. Engineering and design services such as new product designing, product
improvement, maintenance and designing manufacturing systems are increasingly getting
outsourced to countries like India. It has been estimated that the present market potential for
outsourced engineering services is between US$ 7 billion and US$ 12 billion, while the value of
work currently undertaken by vendors in India is estimated between US$ 400 million and US$ 500
million. India’s engineering sector has a significant potential for future growth, both in
manufacturing as well as services.

The main function of the Metal Fabrication Industry is to produce component metal parts that
will fit in along with other parts, to form a larger machinery. In this way the Metal Fabrication
Industry proves to be an essential section of the entire global metal industry as it produces minute
spare parts of larger heavy machinery and equipments, which cannot be manufactured
simultaneously with the manufacturing of the heavy machines.

The Processes involved in the manufacture of tools and machine parts in the Metal Fabrication
Industry.

The construction of fine and minute machine parts involve several procedures which require a lot
of concentration on the part of the person involved in it . They are therefore not carried out by the
large scale metal industries and are in fact manufactured in the small scale Metal Fabrication
Industry. The production of minute machine parts (most commonly, smaller constituents of a
heavy machine) include the processes as given below :

 Cutting

 Moulding

 Finishing.

The metal sheets that are used in the Metal Fabrication Industry are at first cut into finer sections,
in order to fit the size of the parts or the finished products that are to be manufactured in the Metal
Fabrication Industry. The metal sheets can be cut as per the following cutting methods:

 Shearing

 Electrical Discharge Machining (EDM)

 Abrasive cutting

 Laser cutting.

Then, these metal sheets which are already cut into requisite sizes are moulded into definite shapes
as well as sizes as per the requirements of the Metal Fabrication Industry. The Metal Fabrication
Industry employs a number of methods to mould the cut metal sheets into definite shapes, which
are as follows:

 Rolling

 Bending and forming

 Stamping

 Punching.

At the end of cutting and moulding, the manufactured item is checked for rough edges which are
smoothened by polishing with an abrasive. At last the end product is either sold as an individual
product or fitted with other parts to form a larger heavy machinery, and circulated for sales in the
markets.

Marketing Strategy and Planning:

There is only one valid definition of business purpose: to create a customer. Markets are managed
by people not created by God, nature, or economic forces. That want a business satisfies may have
been felt by customers before they were offered the means of satisfying it – but it remained a
potential want until the action of business people converted it into effective demand.
The marketing concept holds that the purpose of a business is –or should be – to satisfy the wants
and needs of its customers better than its competitors and at a profit. This requires the collective
efforts of all those in the organization. Guiding these collective efforts is the role of business
strategy. Marketing strategy may guide the development of business strategy but it also supports
it and work in harmony with other functional strategies.

Typically, business strategies establish broad business objectives, indicate the scope of the
business, in terms of products and markets, and identify the principal technologies and source of
competitive advantage. The components of business strategy are usually the functional strategies.
These include a marketing strategy, which deals with target markets and the actions necessary to
reach them effectively; a manufacturing strategy, which deals with make or buy decisions, plant
size and manufacturing processes; a research and development or engineering strategy, which
addresses such issues a basic or applied research and fields of technology; a financial strategy,
which deals with methods of financing, financial terms, credit risks, or working capital
requirements, size and nature of the work force, and people management systems.

Depending on the nature of the business, the business strategy may include other dimensions as
well. Marketing strategy, however, lies at the heart of business strategy. More than any other, it is
concerned with the external environment and so is looked to provide guidance with regard to
markets to be served and products to the produced; the fundamental business decisions. These
business decisions can only be made in the context of the resources of the firm and its collective
skills and abilities. Marketing strategy, therefore, must be as concerned with the capabilities of the
firm as it is with customers, competitors, and other elements of the external environment.
 COMPANY PROFILE

SHIKOKU GALVANISER AND FABRICATION PVT LTD

Shikoku Technology are a trusted name in the market, which started its operations in the field of
erection and project management services five years back, which is engaged in providing
commissioning and other designing services to various industrial sectors. We are the largest private
sector company in our group on the basis of various financial parameters. The services we have
been offering to our clients include telecommunication towers, prefabricated shelters, power
transmission & distribution towers, erection & painting, project management services, turnkey
solutions, BTS Accessories, Fasteners.

Under the guidance of Mr. Ramesh Nagpal, we have evolved in to a successful engineering,
procurement and construction company, which is teaming up with world class companies to further
increase its market reach.

Our Belief

We opt a progressive attitude by believing on some of our pillars of success, which help us in
efficiently catering to the varied needs of market.

Integrity: Ours is a group of integrity and standard. Each and every business transaction we made
is the result of our honest and reliable business conduct that helps us in gaining confidence of
various clients.

Corporate Governance: Our sound principles of corporate governance help us in obtaining and
retaining the trust of share owners and employees.

Environment, Health and Safety: We have a continuous focus on how to make the world a better
place. Our company practice the best work environment and adopt various measures to protect the
environment from any sort of harm.

Quality: We adopt a customer focused, data driven philosophy and apply it to each and every
process we do. This also helps us in maintaining the quality of the services and products, we offer.

Quality

Being an ISO 9001:2000 certified company, which offers superior quality project management
and telecommunication services to our clients that provides a reputation to our company in the
market. With our expertise in the field, we have developed solutions, which result in making the
installed structures work faster and in a more cost efficient manner. Our team is prepared to do
installation work under any kind of environment condition. We follow a step by step procedure in
our installation and erection work, which results in providing a risk free service to clients. These
steps include:

* Laying of foundation of towers

* Fabrication of towers of all types

* Erection of towers

* Maintenance of towers

We have got a team of engineers, who carefully plan the installation and erection process so that
we are able to deliver fast as well as flawless services to our clients. Apart from offering quality
service, we also ensure that we adopt a safer work process from completing our task. All the riggers
working for us are trained before involving them in our work process so that there is no danger or
loss of life.
 MARKETING STRATEGY ADOPTED BY THE SHIKOKU

Clear objectives for an advertising campaign are essential. Do you want to generate leads or
encourage brand switching? It's important to decide before your campaign begins, so you can
design your campaign to achieve your goals. In addition, the results should be measurable so that
you can be sure the campaign is worth the investment.

Advertising success should certainly be measured, but there may not be a direct correlation
between advertising and sales. Advertising may generate a large number of leads, as well as
increase consumer awareness of your products, but the sales force may not be able to convert those
leads to sales. You have to judge how much your advertising is boosting sales and how much it is
boosting potential.

The trend toward judging agencies on measurable results has been driven partly by direct
marketing agencies that claim to be driven by results and partly by the desire of marketing
executives to increase accountability. Some agencies have gone so far as to base their fees on
results rather than charge traditional agency fees. Results are dependent on many aspects of
marketing; for example, an agency could claim that it has no control over the performance of your
sales force or your product quality. It is essential, therefore, that you agree on a definition of
success. Just keep in mind, as one advertising agency put it, that there should be quantitative and
qualitative measures—which should be set jointly.

Since my advertising budget is limited, can I set different objectives for the same advertising
campaign?

An effective campaign has a single focus with a specific measurable result. By mixing objectives,
you may achieve only part of the outcome you want.

Set the Right Objective

You must have clear objectives for your campaign. Advertising may have many purposes, so
identify a specific objective for a specific campaign. A campaign may be designed to do the
following:

 communicate the benefits of your product or service

 generate leads for the sales force

 solicit customers through a direct response campaign

 persuade prospective customers to switch brands

  support a marketing event, such as a sale or an exhibition

 inform customers where to obtain the product

 build confidence in your organization

Again, you should be clear in advance how much is dependent on advertising and how much is
dependent on other aspects of your marketing effort, such as the sales force.
 SCOPE OF THE STUDY
This thesis will help in understanding the prospects of the Indian Fabrication Industry in building
up the Brand Equity and this will also help in rectifying any of the problems that exists To analyze
the Brand Equity of Different Fabrication Companies in India by using concepts of Marketing Mix
and to understand which company is playing the vital role in this Industry and how they are
building their Brand Equity regarding Branding.

 To find how can we create value for the customer so that the customer feel privileged every
time he/she visit us

 To illustrate how customer can be retained for longer period and attract his/her loyalty
towards us
 SWOT ANALYSIS

Strength
Business is capable to do business is adverse condition and can get some realization may it be less
so owners need not need to worry as much as they need to worry in other business and its product
value will appreciate in future so it creates a strength for business.

Weakness
Great capital and labour intensive industry so we need to employee great capital and we need to
take care very much and at same time it is very high labour intensive so labour problems are very
much in this industry.

Opportunity
Fast growing industry that to very high phase and it will grow as population is growing and even
building become old so they need to be renewed and they need to be reconstructed so this industry
will always grow.

Threat
As such no great threat is there in this industry other then recession, which causes a great problem
as during recession industry goes under great loss.
 PRODUCTS
High Performance Conveyor

Features:

Easy to operate

 Low maintenance
 Seamless performance

Specifications:

 Condition: New
 Used for transporting loose materials up steep inclines
 PLC PANELS

Product Description

With highly driven ethnically excellence, our organization is actively committed to offer a wide
assortment of PLC Panel. Offered panel is developed from the quality basic material and
sophisticated technology in conformity to meet the set industry standards. Furthermore, this PLC
panel is available in various specifications that perfectly meet the clients’ specified needs.

Features:

 Easy installation
 Sturdy construction
 Superior performance
 MCC PANELS

Product Specification

IP Rating IP 44
Automation Grade Automatic
I Deal In New and Second Hand
Minimum Order Quantity 1 Unit

Product Description

 MCC panels for Compressors, Motors, Pumps & Fan applications.

 Different starting methods: Star Delta, Direct Online (DOL), Variable Frequency Drives
(VFD), Soft starters.
 Automated MCC with PLC based controls.
 OBJECTIVES OF THE STUDY

 To know about Sales and marketing in Shikoku Technology.

 To compare the effectiveness of production and sales management at Shikoku Technology.
and to benchmark the organization with respect to the industry.
 To have a thorough understanding of fabrication Industries and their work.
 To know whether the customers are satisfied with the existing range of service pattern.
 JOB PROFILE

MARKETING TRAINEE

As a trainee in marketing, I acquired knowledge on the business marketing of the organization in

which I was working by assisting in corporate marketing related projects. After that i was placed
as part of field sales marketing and brand building which are very important for a particular
organization to survive in the business world.

As a marketing intern, I collaborated with marketing and advertising team in all stages of
marketing campaigns. My insightful contribution helped to develop, expand and maintain our
marketing channels.

This internship helped me to acquire marketing skills and provided with knowledge of various
marketing strategies. Ultimately, I gained broad experience in marketing and prepared me to enter
any fast paced work environment.
 TASK PROFILE

1. Maintaining relationships with the company’s clients by taking feedback and suggestions
through calls.

2. Meeting potential clients with my manager to discuss future business partnerships.

3. Creating cost projections for individual customers along with the dedicated team to understand
the process and negotiating with customers to finalise agreements.

4. Market research including property visits and gathering customer information through various
online portals to establish contact.

5. Checking the availability and quantity of stock of things on display and also recording sale/order
information by keeping the sales office updated on every lead.

6. Ended the internship by reviewing self-performance as compared to the targets provided at the
beginning of internship.
 WEEKLY REPORT

Week-1
 Introduction to company profile and its various department.
 Orientation and introduction of task profile.
 Training program related to telecommunication.
 Perform analysis of marketing and sales data

Week-2
 Prepare presentations
 Open and sort mail
 Enter contact information into contact management systems
 Take over content creation for all of our company social media accounts, including
organizing cross-platform content strategies

Week-3
 Develop new social media campaigns from the ground up, considering our clients’ needs
and their specific industries
 Monitor social channels for trending news, ideas and memes, then capitalize on those
trends through our social media accounts
 Perform research into our clients’ industries and provide actionable tips and advice for
expanding their reach in the digital space
 Assist with capturing and analyzing social media metrics

Week-4
 Enter contact information into contact management systems
 Provide support to social media efforts
 Monitor social media for trending topics to utilize on social media channels
 Maintain tracking report of public relations activity
 Prepare promotional presentations
 Help distribute marketing materials
 Week-5
 Collect quantitative and qualitative data from marketing campaigns
 Perform market analysis and research on competition
 Support the marketing team in daily administrative tasks
 Assist in marketing and advertising promotional activities (e.g. social media, direct mail
and web)
 Manage and update company database and customer relationship management systems
(CRM)

Week-6
 Help organize marketing events
 Assist in the creation of signage, circulars, mock ups, email campaigns, online
promotion, etc.
 Assist in the distribution or delivery of marketing materials
 Assist with the fulfillment of marketing offer
 SALES TRAINEE SKILLS AND QUALIFICATIONS

 Energy Level

 Self-Motivated

 Self-Development

 Motivation for Sales

 Verbal Communication

 Handles Rejection

 Deals with Uncertainty

 Handles Pressure

 Self-Confidence

 Business Knowledge

 Meeting Sales Goals

 RECOMMENDATIONS TO COMPANY

 The company can also improve the morality of existing customers because existing

customers are one of the important influencing factors.

 Come with a ‘clean proposal. ‘Never hide the facts, be honest in selling your product

 Spare part should be available at lower rates

 Provide good product (model) and service according to the needs of changing

customer preferences.

 Dropping facility should be provided

 Cafeteria should be improved

 Work environment can be improved

 CONCLUSION

In conclusion this internship has been an excellent experience. I have been able to meet and
network with so many people that I am sure will be able to help me with opportunities in the
future.

I learned that Sales Trainee promote products and services to customers and negotiate
contracts with the aim of maximising profits.
Sales trainee are the key point of contact between an organisation and its clients: answering
queries, offering advice and introducing new products.

Their work includes:

 organising sales visits

 demonstrating and marketing products

 establishing new business

 maintaining accurate records

 attending trade exhibitions, conferences and meetings

 reviewing sales performance and effect of marketing on it

 negotiating contracts and packages

 aiming to achieve monthly or annual targets.

Promotional prospects are excellent - progression can be into senior sales roles or into related
employment areas such as marketing or management.

One main thing that I have learned through this internship is time management skills as
well as self-motivation. When I first started I did not think that I was going to be able to make
myself sit in an office for eight hours a day, five days a week. Once I realized what I had to do
I organized my day and work so that I was not overlapping or wasting my hours. I learned that
I needed to be organized and have questions ready for when it was the correct time to get
feedback. From this internship and time management I had to learn how to motivate myself
through being in the office for so many hours.
 It has given me many options open for new opportunities. I enjoy this line of work. I
will continue to work hard in my position and hope to continue to learn about the industry and
meet new people .This was an excellent experience.
 REFERENCES

i. Company Website i.e. Shikoku Technology

ii. Company brochure

iii. www.shikoku.in

iv. https://www.thefabricator.com/article/shopmanagement/marketing-for-metal-fabricators-
don-t-pitch-educate