STUDY ON MARKETING STRATEGIES AND BUSINESS

MODEL AT JINDAL SATATLINESS LIMITED.

Summer Internship Report

Submitted in partial fulfilment of the requirements for Bachelor of

Business Administration (BBA) for

Guru Gobind Singh Indraprastha University, Delhi

Submitted by : Submitted to :

ANAND SHRIVASTAV Dr. SHAILY SAXENA

BBA Semester – Vth (Project Guide)

Enroll. no. : 00627901720

TRINITY INSTITUTE OF INNOVATION IN PROFESSIONAL STUDIES

New Delhi-110059

Page | 1
Certificate of Internship

Page | 2
 CERTIFICATE

This is to certify that ANAND SHRIVASTAV, Enrollment: 00627901720 have

successfully completed the Summer Internship Report in JINDAL SATALINESS
LIMITED. This file has been done in partial fulfillment for BACHELOR IN BUSINESS
ADMINISTRATION (BBA) course. The student has also made his report to my
entire satisfaction and as per requirements of the course.

The work has not been anywhere else for the award of degree. All source of
information has been duly mentioned.

SIGNATURE

DR SHAILY SAXENA

(Faculty Member)

Page | 3
 ACKNOWLEDGEMENT

As recommended by the TRINITY INSTITUTE OF INNOVATION IN PROFESSIONAL

STUDIES, the student of BBA were supposed to undergo internship in Marketing
Strategies and Business Model JINDAL SATALINESS LIMITED for 1 month.

I, ANAND SHRIVASTAV, student of BBA-5th semester at TRINITY INSTITUTE OF

INNOVATION IN PROFESSIONAL, had taken 1 months training in ―Marketing
Strategies and Business Model‖.

The purpose of doing internship in this was to get useful insights and the technicality
with practical knowledge in data analytics driven decisions of a company. Through
this acknowledgement I express my sincere gratitude towards all those people who
helped me in this project, which has been a learning experience. I am thankful to my
project guide for guiding me throughout this study, without her help this report would
not be completed.

I would also like to thank my institute, our director professor and all my teachers for
this support and encouragement.

I perceive as this opportunity as a big milestone in my career development. I will

strive to use gained skills and knowledge in the best possible way, and I will continue
to work on their improvement, in order to attain desired career objectives. Hope to
continue cooperation with all of you in the future.

Sincerely,

ANAND SHRIVASTAV

Page | 4
 TABLE OF CONTENTS

SNO. CONTENTS PAGE NO.

1. Chapter1: Introduction 6-7

2. History 8-9

3. Functions of Marketing 10 - 12

4. Advantages of Marketing 13 - 15

6. Disadvantages of 16- 20
Marketing

7. Research Methodology 21- 24

8. Chapter 2: Profile of the 25 - 32

organisation
9. Chapter 3: Analysis and 33 - 39
interpretation

10. Finding, Limitation 40 - 43

Conclusion
11. Bibliography 44

12. Annexure 45

Page | 5
 CHAPTER 1
INTRODUCTION

Marketing refers to activities a company undertakes to promote the buying or selling

of a product or service. Marketing includes advertising, selling, and delivering
products to consumers or other businesses. Some marketing is done by affiliates on
behalf of a company.

Professionals who work in a corporation's marketing and promotion departments

seek to get the attention of key potential audiences through advertising. Promotions
are targeted to certain audiences and may involve celebrity endorsements, catchy
phrases or slogans, memorable packaging or graphic designs and overall media
exposure.

Marketing as a discipline involves all the actions a company undertakes to draw in

customers and maintain relationships with them. Networking with potential or past
clients is part of the work too, and may include writing thank you emails, playing golf
with prospective clients, returning calls and emails quickly, and meeting with clients
for coffee or a meal.

At its most basic level, marketing seeks to match a company's products and services
to customers who want access to those products. Matching products to customers
ultimately ensures profitability.

Product, price, place, and promotion are the Four Ps of marketing. The Four Ps
collectively make up the essential mix a company needs to market a product or
service. Neil Borden popularized the idea of the marketing mix and the concept of
the Four Ps in the 1950s.

What Are the Four Ps of Marketing?

A commonly used concept in the marketing field, the Four Ps of marketing looks at
four key elements of a marketing strategy. The Four Ps consist of product, price,
place, and promotion.

Page | 6
Product
Product refers to an item or items the business plans to offer to customers. The
product should seek to fulfill an absence in the market, or fulfill consumer demand for
a greater amount of a product already available. Before they can prepare an
appropriate campaign, marketers need to understand what product is being sold,
how it stands out from its competitors, whether the product can also be paired with a
secondary product or product line, and whether there are substitute products in the
market.

Price
Price refers to how much the company will sell the product for. When establishing a
price, companies must consider the unit cost price, marketing costs, and distribution
expenses. Companies must also consider the price of competing products in the
marketplace and whether their proposed price point is sufficient to represent a
reasonable alternative for consumers.

Place
Place refers to the distribution of the product. Key considerations include whether the
company will sell the product through a physical storefront, online, or through both
distribution channels. When it's sold in a storefront, what kind of physical product
placement does it get? When it's sold online, what kind of digital product placement
does it get?

Promotion
Promotion, the fourth P, is the integrated marketing communications campaign.
Promotion includes a variety of activities such as advertising, selling, sales
promotions, public relations, direct marketing, sponsorship, and guerrilla marketing.

Promotions vary depending on what stage of the product life cycle the product is in.
Marketers understand that consumer associate a product‘s price and distribution with
its quality, and they take this into account when devising the overall marketing
strategy.

Important Goal of Marketing

Page | 7
An important goal of marketing is propelling a company‘s growth. This can be seen
through attracting and retaining new customers.

Companies may apply a number of different marketing strategies to achieve these

goals. For instance, matching products with customers' needs could involve
personalization, prediction, and essentially knowing the right problem to solve.

Another strategy is creating value through the customer experience. This is

demonstrated through efforts to elevate customer satisfaction and remove any
difficulties with the product or service.

HISTORY

The study of the history of marketing, as a discipline, is meaningful because it helps

to define the baselines upon which change can be recognised and understand how
the discipline evolves in response to those changes. The practice of marketing has
been known for millennia, but the term "marketing" used to describe commercial
activities buying and selling a products or services came into popular use in the late
nineteenth century. The study of the history of marketing as an academic field
emerged in the early twentieth century.
Marketers tend to distinguish between the history of marketing practice and the
history of marketing thought:

1. the history of marketing practice refers to an investigation into the ways that
marketing has been practiced; and how those practices have evolved over
time as they respond to changing socio-economic conditions
2. the history of marketing thought refers to an examination of the ways that
marketing has been studied and taught
Although the history of marketing thought and the history of marketing practice are
distinct fields of study, they intersect at different junctures. Marketing practitioners
engage in innovative practices that capture the attention of marketing scholars who
codify and disseminate such practices. At the same time, marketing academics often
develop new research methods or theories that are subsequently adopted by
practitioners. Thus developments in marketing theory inform marketing practice and
vice versa. The history of marketing will remain incomplete if one disassociates
academia from practitioners.
The publication, in 1960, of Robert J. Keith's article, "The Marketing Revolution", was
a pioneering work in the study of the history of marketing practice. In 1976, the
publication of Robert Bartel's book, The History of Marketing Thought, marked a

Page | 8
turning-point in the understanding of how marketing theory evolved since it first
emerged as a separate discipline around the turn of last century.
Historians of marketing tend to fall into two distinct branches of marketing history -
the history of marketing practice and the history of marketing thought. These
branches are often deeply divided and have very different roots. The history of
marketing practice is grounded in the management and marketing disciplines, while
the history of marketing thought is grounded in economic and cultural history. This
means that the two branches ask very different types of research questions and
employ different research tools and frameworks.
Historians of marketing have undertaken considerable investigation into the
emergence of marketing practice, yet there is little agreement about when marketing
first began. Some researchers argue that marketing practices can be found in
antiquity while others suggest that marketing, in its modern form, emerged in
conjunction with the rise of consumer culture in seventeenth and eighteenth century
Europe while yet other researchers suggest that modern marketing was only fully
realised in the decades following the industrial revolution in Britain from where it
subsequently spread to Europe and North America. Hollander and others have
suggested that the different dates for the emergence of marketing can be explained
by problems surrounding the way that marketing has been defined - whether
reference to 'modern marketing' as a planned, programmed repertoire of
professional practice including activities such as segmentation, product
differentiation, positioning and marketing communications versus 'marketing' as a
simple form distribution and exchange.

FUNCTIONS OF MARKETING

What are marketing functions?

Marketing functions are the foundation for the work that marketing professionals do.
Each function comprises a set of responsibilities and tasks for a marketing team to
design, organize and execute a successful campaign. There are seven widely
accepted marketing functions that contribute to the overall work of marketers. The
seven functions include:

 Promotion
 Selling
 Product management
 Pricing
 Marketing information management
 Financing
 Distribution

Page | 9
The seven marketing functions are important since each of them represents a
category of activities that occurs in marketing. The goal of marketing is to promote
and sell products in a competitive marketplace, and referring to the seven marketing
functions often while developing a campaign allows marketing teams to remain
focused on their goals. The seven marketing functions are important for
understanding the purpose of marketing strategies, processes and tools. These
functions work cohesively to help professionals develop consistent marketing
strategies for several types of brands and organizations.

7 marketing functions

Here are the seven marketing functions, along with their benefits for marketing
professionals:

1. Promotion

Promotion fosters brand awareness while educating target audiences on a brand's

products or services. It emphasizes introducing potential consumers to your brand.
This function of marketing varies in form, and marketing professionals tailor each
form to relate to a particular product, brand or target audience. Promotion may
include any of the following strategies:

 Email marketing
 Social media advertisements
 Public relations
 Digital or print advertising
 Content marketing
 Brand partnerships
 Influencer marketing
 Events

Each of these methods attempts to generate conversation and excitement about a

product or service. However, the promotion itself often requires the support of other
marketing functions to be successful.

2. Selling

Selling is a function of marketing that comprises communicating with potential

customers and pursuing sales leads. It's important for marketing professionals to
pursue sales leads with subtlety, which helps them build relationships with potential
customers. As communication with a potential customer progresses, successful
marketers may introduce their product and answer questions customers may have.
Effective selling techniques can help you distinguish your brand from competitors.
Marketers and salespeople may collaborate to determine how to best position their
product within their market and sell it to potential customers.

Page | 10
3. Product management

Product management includes the development, design and improvement of

products or services. The role of a marketer in product management is to ensure that
a finished product meets customer needs. This includes examining the overall visual
of the product, its usefulness and how it's delivered. Some product management
strategies include:

 Analyzing competitors: Researching and analyzing your competitors equips

you with information to develop a product that rivals or surpasses theirs.
 Communicating with customers: This strategy provides helpful insight into
ways to improve your products before they reach the market.
 Implementing feedback: It's important for marketing professionals to gather
feedback from several areas—both inside and outside their organization—to
improve their production processes.
 Conducting market research: Researching similar products helps a
marketing team determine what customers want and how to satisfy them.
 Coordinating with other departments: Collaborating with other teams in
your organization prepares your entire company to release a product, generate
ideas for distribution and deliver products seamlessly.

4. Pricing

Establishing a price for a product incorporates several factors of cost and value.
Ideally, marketers find a price between customers' perceptions of a product's value
and the actual cost of producing it. Other factors include the price your competitors
set and the amount customers might pay for your product. Marketing professionals
consider these elements when deciding how to price a particular product or service.

It can be challenging to determine a price for your product, but using in-depth market
research can help you make an informed decision. Whatever price you choose for
your product, it's important for your promotions and branding to match its price. For
example, if you sell a handbag for $1,000, you might market it as a luxury item. This
emphasizes your product's value, which could convince customers to purchase your
item.

5. Marketing information management

You can optimize your marketing strategies when you focus on data and information.
It's important to collect and store data, such as customer preferences and
demographics. Often, this data directly relates to your target audience for your
products and services. This also can inform effective business decisions for the
entire company, so consider sharing your data and findings with other departments,
as well.

You can gather relevant information from various marketing tools, such as:

 Surveys
 Online reviews
 Social media engagements

Page | 11
  Market research reports

Each marketing tool provides unique data and feedback, so choosing the right one
depends on your specific needs. For example, if your team wants to measure the
effectiveness of your last social media campaign, you could research the number of
followers that your brand's accounts gained during the campaign. This can help you
determine whether your efforts succeeded in increasing social media engagement.

6. Financing

Financing is a marketing function that involves securing funding—either internally or

externally—to create marketing campaigns. It's important for marketing teams to
secure enough availability in their annual budget to improve previous marketing
campaigns and remain updated with industry trends.

A marketing team can demonstrate its added value to its c ompany if revenue
continues to increase due to high-quality marketing campaigns. This upward
trajectory might also allow that team to secure future funding, as they can
demonstrate a quantifiable positive return on their investment.

7. Distribution

Distribution is the process of transporting your company's products or services to

your customers. There are several physical and digital methods of distribution,
including:

 Online stores
 Catalogs or magazines
 Sales calls
 Retail stores
 Wholesalers

Marketers often choose the channel of distribution that best fits a particular product,
brand or target audience. It's important to choose a location to sell your product that
your target audience often visits. Distribution is a function of marketing that requires
collaboration across departments to ensure that each product reaches your
consumers in its intended fashion.

Page | 12
7 Functions of Marketing

ADVANTAGES OF MARKETING

The importance of marketing can be further highlighted from its various

benefits listed below:

Page | 13
1. Marketing Widens the Market:

Marketing draws out the hidden wants of consumers, creates new demand, locates
the untapped areas and finds out the possibilities of selling new products. It thus
enlarges the market and enables the producers to increase production and earn
more profits.

2. Marketing Facilitates Exchanges in the Ownership and Possession of Goods

and Services:

It creates time, place and possession utilities for the goods and services. It is helpful
to both producers and consumers. Producers come to know about the specific needs
and preferences of the people and the customers about the products that
manufacturers can offer.

3. Marketing Helps in Optimal Utilization of Resources:

As the marketing efforts widen the area of market, the producers can utilize their
resources, otherwise remaining partly utilized, to the maximum. This optimum use of
resources reduces the total cost per unit.

4. Marketing Accelerates Other Activities:

Because of marketing so many other activities such as banking, transport, insurance,

warehousing, etc. get a boost as they are needed more to help in the marketing
process.

5. Marketing Increases the National Income:

National income is the sum total of goods and services that a nation possesses. The
net effect of all marketing efforts is a rise in production of existing industries,

Page | 14
investment in new industrial units and provision of more services. The nation
becomes richer with the increase in its national income and there is a rise in per
capita income. The economy rises from underdeveloped stage to developing stage
and then marches towards a developed economy.

6. Marketing Raises the Standard of Living:

With the provision of more items of necessities, comforts and luxuries, cheaper as
well as costly and with more services and amenities as its disposal, the community
enjoys a higher standard of living. Even the poorer sections of society find many
more things within their reach because of lowering of costs of commodities and
services. Paul Mazur says ―marketing is the delivery of a standard of living to
society‖. Proff. Malcom Me Nair added further that ―marketing is the creation and
delivery of standard of living to society.‖

7. Marketing Provides Gainful Employment Opportunities:

Marketing creates a climate for more production and services. It also results in more
social overhead as more roads, more warehousing facilities, more transport and
communication, more banks, more training and technical institutions, more
manpower is needed for the same and the avenues of employment increase.
Moreover, marketing is a complex mechanism involving a number of functions and
sub-functions which call for different specialized personnel for employment. It is
estimated that 30 to 40 per cent of total population is engaged in direct or indirect
marketing activities.

8. Marketing Stabilizes the Economic Conditions:

Marketing not only sets the economy revolving but also provides steady and stable
economic conditions where all are happy. It bridges the gap between producer and
consumers. It is a connecting belt between the two wheels of the economy of a
nation, i.e., the production and the consumption. Marketing by balancing production
with consumption, provides stable prices, full employment and a strong economy.

Page | 15
9. Marketing Acts as a Basis for Making Decisions:

An entrepreneur is confronted with many problems as to what, how, when, how

much and for whom to produce? In the past, there were lesser problems on account
of local markets and direct link between the producers and the consumers. But in
modern times, marketing has become very complex and tedious. It has emerged as
a new specialized activity along with production. As a result, producers are largely
dependent upon marketing mechanism to decide which, how when and how much to
produce.

10. Marketing Provides Maximum Satisfaction of Human Wants:

It serves as an effective link between the business and the society, removes
hindrances of knowledge, educates people, cultivates their minds, lures them to buy
the best and thus enables ultimately to get maximum satisfaction.

DISADVANTAGES OF MARKETING
Extensive consumption:

Market investigation is monetarily charged as it incorporates use on information

examination, handling, and contracting of market examination pros or research
offices. Such expenses can demoralize and pointless. There may not be sufficient
assets to name specialists in the independent company and to lead a thorough
market review. In this manner, little firms can utilize optional information, which isn't
streamlined for their promoting needs.

Absence of Feedback Control:

One part of long-range interpersonal communication that is particularly unsafe to

promoting efforts is pessimistic post reactions. Contenders of the troubled client or
industry are equipped for posting disappointed or hostile pictures, posts or
recordings, and no advertiser can complete a great deal to stop these episodes.

Uneven achievement:

Page | 16
 A market investigation does not ensure the precise finding of a market. It just
investigates a bit of market engaged with the examination, which won't be the correct
portrayal of the whole market. It might likewise not be conceivable to complete a
solitary market examination to cover every one of the parameters like market
esteem, request and purchaser inclinations in the market.

Techniques for Inappropriate Data Collection:

Wrong information accumulation strategies may contain off base data. For instance,
it might not be right to utilize the poll to recover the information when you
inaccurately make questions. The structure of the inquiries can influence the criticism
from the respondents, which will refute advertise investigation. On the off chance
that the questioner is biased, there is additionally terrible information gathering while
at the same time utilizing the meeting. Respondent's view of the questioner can
likewise influence his reactions to questions.

Social and ecological disregard:

Since an organization invests in order to serve its clients, it plans and creates items
that its clients need. Because of this training, the plan of the items has been set up
with incredible highlights and advantages, bringing about the wastage of profitable
assets. Organizations are decreasing the assets of the Earth to satisfy clients, who
are continually making remarkable requests on organizations that are prepared to
oblige.

Supports development:

Showcasing exploration distinguishes clients' needs, which an organization uses to

manage its development procedure. It isn't generally a smart thought that clients'
covert agent needs should control the organization's advancement procedure since
clients cannot express their needs, which are past their very own encounters. Clients
would not have communicated the requirement for cell phones simply because they
didn't realize that such a probability was available.

Consumer loyalty is as yet an objective:

A client does not preclude the significance from claiming direction, however, it is
anything but difficult to see that most organizations are not rehearsing it. A few
organizations still think about clients as aggravations, which they need to carry with
income. Realizing that numerous organizations still pitch an item to a client who is
prepared to get it; the item isn't for him. It isn't clear what number of organizations
will keep on doing this.

Page | 17
 Negative criticism:

While it is helpful for organizations to get input from their clients, online life makes
the general population. On the off chance that a client has an awful involvement with
your image. At that point, it might be the power to share the experience on your
interpersonal organization profile. As the proprietor of a business, you must be
prepared to manage negative input promptly, before it ruins your image's notoriety.

Trouble estimating results:

At the point when a business sends an email showcasing effort to its clients utilizing
the email promoting the program. The business can follow what number of
messages sent, what number of individuals open the email and brought about the
number of offers created. Online life does not offer the equivalent fair, so the
entrepreneur himself ponders whether it merits an opportunity to contribute and
devote HR.

Confusion of information:

Wrong understanding of information from a market examination can be unfavorable

to your showcasing effort. It can settle on erroneous promoting choices or make
ridiculous monetary evaluations. Accordingly, before choosing the premise of data
gathered from market investigation, you ought to counsel an expert market
examiner. An expert can distinguish any misfortunes and can enable you to keep
away from undesirable promoting procedures dependent on imperfect examination.

 Marketing can be expensive and drain profits, especially for smaller businesses
 It's difficult to accurately assess the cost benefit of a marketing campaign
 Not all campaigns are successful because they were not carefully researched and
planned
 The business may require additional staff to assist with advertising
 The cost of branded items used for advertising reduces profit margins
 The time required to keep information updated on websites and social media may
require additional staff

Television & Radio Marketing

 Unless you are targeting a specific audience, you might have to push
your advert across a number of radio and television stations to reach
everyone you need to.

Page | 18
  An obvious disadvantage of radio and television marketing is the
temporary nature of the advert. Unlike print, potential customers cannot
go back to look for your contact information. So you will need to run the
advert many times to get the best effect.

 Listeners/viewers may stop paying attention during advert breaks, which

are essentially a disturbance to their enjoyment of the show.

Direct Mail Marketing

 Direct mail is often seen as “junk” mail. So if your marketing doesn’t

stand out and appeal in just the right way it might find its way straight
from the letterbox to the bin.

 The law of 29 means you will need to do a direct mailing campaign many
times before it has an effect.

 You risk annoying your customers by plaguing them with regular “junk”
mail campaigns .

Telemarketing

 Cold-calling, like junk mail, can have an unwanted effect as it has

negative connotations. Unwanted calls are often dealt with harshly and
you might risk damaging your reputation.

 Technology is out there which is being used to block unwanted

telemarketing calls. There is also legislation that needs to be abided by
(Privacy and Electronic (EC Directive) Regulations 2003.)

 Costs may be more expensive than other forms of marketing, depending

on your plan.

Print Advertising

 Cost can be prohibitive. The bigger the advert the more the cost.
Magazines and newspapers with a wider audience generally cost more to
advertise in and marketing over time in this manner may be too
expensive for some businesses.

 Competition in the marketing space may be another disadvantage. You

want your advert to stand out, but unless you can aff ord to pay for a full

Page | 19
 page spread you will be competing with the other businesses scrambling
for attention.

 Magazines are often released on a monthly basis, meaning it can take

longer for your advert to take hold in a potential customers mind.

Difficulty In Chosing The Appropriate Network

There are various social media sites for business owners to choose from, which can
leave small-business owners wondering which social media network will yield the
best results for their businesses. Entrepreneurs have to pinpoint their target markets,
then research to determine which network their ideal customers use the most.

It Needs Time Investment

Managing a social media account day to day is a time investment many small-business
owners hesitate to make. A successful social media campaign counts on interaction
between a company and its customers. This means entrepreneurs, or their employees,
have to set aside time each day to post engaging information, ideas and tips and
respond to comments their fans and followers leave.

Page | 20
 RESEARCH

METHODOLOGY

Introduction

 This research concentrates on collecting and thereby analysing the

collected data systems to re solve problems that are selected by the
researcher. In a way, this research has got wider meanings. For some
people reading books or surfing the internet for information is research. As
a matter of fact these activities are just some part of the entire job. Basic
research structures are related to the sense of collecting authentic and
original data and in the same way analysing these data thoroughly as well
methodically to derive the result that lay underneath. The process of study
adopted by this research illustrated here. Factors like, research objective,
research plan, methodology of research, compilation of data, assessment
of data and quality standards are focused in the entire process.

 Stages of Research

The four main stages followed in a research are:

Problem-it is the first stage that decides the topic. There are five steps in it.
This are- Topic selection, Problem Definition, Literature Review,
Hypothesis Formation and Methodology.

Data Collection-it is the second stage and decides the research methods
followed by the techniques for collecting information. It has got three steps:
Definition of Sample, Sampling and Data Collection.

Data Analysis- this is the third stage where the collected data are
analysed, in order to find a solution to the problem. It has got two steps:
Organisation of Information and Analysis of results.

Action- it is the final stage and is the stage where the derived result,
information and findings are utilized. It is inclusive of Report writing,
Distributing Information and accomplishing result into action.

 Research Design
The research design adopted for this particular study has got systematic
formulation. The entire process comprises of research objective,
methodology of research, research plan, data compilation, data
assessment and assessing quality standards. ―Research design is the
plan, structure and strategy of investigation conceived so as to obtain
answer to research question and to control variance.‖ – BY KERLINGER

Page | 21
According to Yin (2003), research has got three distinct classes. These are –

 Exploratory

 Descriptive

 Explanatory

The motive of the research is to make a selection among these three classes. The
selection will be done on the basis of the element of suitability for the study.

The basic objective of the research is to comprehend consumer buying behaviour as

per the new age marketing and to follow its impact over business performance.

 Research Philosophy
Activities related to realism and positivism is subject to share similar kinds of
theoretical trait; especially those like the outlook of the outer objective of
nature in terms of social structure. Realistic views follow the context of
existence of reality and are independent of human thoughts and relevant faith.
This is maintained in an attempt to gain immunity from the related social
forces (Saunders et al., 2003).

Expansion of business world under the form of embedded complexities, followed by

subjective comprehensions of determined patterns turn up to be imperative. This
also explains the state of Interpretivism and thus is antonym to positivism.
Interpretivism is very significant in terms of having generalisability added by the
modes of objective reality. It is also subject to stress upon the act of comprehending
intention, related characteristics and identified objectives of the selected participants.

Saunders et al. (2003) declare that positivistic approach is more effective in

deductive method against Interpretivism. This particular research has considered a
combination of both positivism and realism. In the process, the collected information
get analysed under statistical investigation. The act of realistic approach gets
identified by the participation of social forces that influence unaware characteristics
of people.

 Research Approach

1) Deductive and Inductive Approach

For the research approach the researcher need to make a choice between
deductive or inductive methods. As in this research, the researcher
speculates over other literatures and then decides over the theories, the
formulation is identified as the inductive method of study.

2) Qualitative and Quantitative Data

Page | 22
 Qualitative research methodology or quantitative research methodology
are two classified form of primary data. Data collection ion qualitative study
is forwarded on the basis of interpretations that are relevantly expressed to
derive inner details followed by the comprehensive analysis and outcome
data, which need to get categorized into groups or classes. In this
researcher, the researcher uses questionnaire to understand the feelings
of selected section. He further examines the mathematically. Thus it is a
quantitative approach. To get the dissimilarities and similarities among
customers and culture groups, statistical tests and graphs are followed.

 Methods of Data Collection

Data collection gets broadly followed under two types :

1. Primary data
Primary data is collected for a research on the basis of practical
means of questionnaires, interviews and under the focus of certain
group debates. The primary data is inferred through the process of
statistical calculation and analysis. This is a kind of accurate
methodology that gets followed to precise end-results.

2. Secondary data
The process to collect secondary data is much easier than the
primary data collection. It is here that the information is collected
through the way of using sources that are already present. These
sources are represented by various white papers, articles, internet
and various kinds of print media; esp. newspaper & research
editorials along with academic journals. This research methodology
needs adequate amount of time for the selection of precise as well
as apt and relevant data, as per the demand of the research.

 Research Strategy
There are various kinds of research strategies, among which some get
superiority as per the existing problems. Usually in a research, the vital
strategic structure and procedural choices are decided much prior to the
beginning phase of real research. There are five typical research
approaches declared by Yin. These are, Experiment, Survey, History,
Archival assessment and Case study.

 Sample Selection
Sample selection is the process through which the participants for the
interview are sorted. In this selection process the research concentrates
on the particular organization that has been selected for the research
segment. For following qualitative research, the entire sampling process is
inclusive of the establishment of limits for the purpose of determining
factors, which are actually connected to the study.

Page | 23
Sampling size.

This research was carried out with Surrounding environment.

These were 100 respondents.

Sampling area.

Hisar (Haryana).

Data Collection Method.

Secondary data.

 Analysis of Data
The analysis proceedings are selected by the researcher much before the
assessment of data collected from the questionnaire. In this research
theoretical plans are emphasized, where the amassing of information is
based on the selected research questions selected from former
researches. The act of data analysis follows three consecutive steps.
These are –
i. Data reduction: This step depends of concentrating, deciding,
abstracting, simplifying and converting of the collected data. This
step manages data for the final conclusion.

ii. Data display: This is the step that proceeds with the reduced
information and relatively depicts the assessment in a
structured/compacted manner to meet the process of concluding
the results.

iii. Conclusion drawing or verification: This is the step that makes

regularities, followed by patterns, specific clarifications, most
effective and feasible arrangements, to receive casual flows and apt
propositions.

 Quality Standards
This section is about certain issues that are integral to the context of
validity as well as dependability of the research. These issues need
adequate elaborations and need to get addressed to meet the standards
of the selected research. Selection of sample in this respect is vital as the
view point of significant participants leads to dependability of the research.

 Summary
This research follows qualitative, descriptive approach. The company and
respondents were selected as per convenient non-random sample
selection method. General analytical strategy for this purpose is on
theoretical propositions.

Page | 24
LIMITATIONS OF THE STUDY

The information given in project report is based on market survey, Feedbacks and
meeting with the people, and phone calls, and the other medium like internet. My
project is based upon the interaction with the people.
• The Sample Size is Limited
• Dishonest & Biased answers by respondents
• Unreliability of Secondary data
• Inactive users
• Lack of Personalization in Questionnaire method

Page | 25
 CHAPTER – 2

 PROFILE OF THE ORGANISATION

 PRODUCTS ANALYSIS

JINDAL SATAINLESS LIMITED.

JINDAL SATAINLESS LIMITED .

Jindal Stainless is an Indian stainless steel producer which is headquartered

in New Delhi, India. As of January 2019, Jindal Stainless has an annual crude
stainless steel melt capacity of 1.9 million tonne per annum (MTPA). The Jindal
Stainless Group and associate companies comprise Jindal Stainless Limited (JSL),
Jindal Stainless (Hisar) Limited (JSHL), Jindal Coke Limited (JCL), Jindal United
Steel Limited (JUSL) and Jindal Stainless Corporate Management Services Private
Limited (JSCMS

Page | 26
History

A part of the O.P. Jindal Group, Jindal Stainless was founded by Indian
businessman Om Prakash Jindal who laid the foundation of the Hisar plant (now
known as JSHL) in the year 1970. As of May 2018, JSHL is a fully-integrated
stainless steel plant with a capacity of 0.8 MTPA.

Jindal Stainless Limited was incorporated on 29th September 1980 as Jindal

Ceramics Limited and then on 29th January 2001, the company changed its name to
Jindal Int.com Limited. The company‘s current name Jindal Stainless Limited was
adopted on 28th January of the year 2003.

In the year 2004, Jindal Stainless stepped into international market space with the
acquisition of the Stainless Steel division of PT. Maspion, Indonesia. In Europe, it is
present through Iberjindal Stainless, the joint venture between Jindal Stainless and
Fagor Industrial and is located in South Spain. The same year, Jindal Stainless
entered into a technical assistance agreement with Nisshin Company Ltd, Japan. A
service center at Gurgaon by way of a subsidiary company in collaboration with an
Italian company Steelway SRL Italy was also set up in the year 2004. In the year
2008, a joint venture agreement between Jindal Stainless and Antam Tbk took place
to develop a nickel smelting and stainless steel facility in North Konawe, South East
Sulawesi.

In the year 2010, JSL underwent a Memorandum of Understanding with the

Government of Odisha for setting up a 1.6 MT integrated Stainless Steel Park at
Kalinganagar.

In the year 2011, Ratan Jindal, son of O.P. Jindal, established a new stainless steel
manufacturing facility in Jajpur, Odisha. The Jajpur plant has an estimated 0.25 MT
per annum of Ferro Alloy facilities

Page | 27
 Listings and Shareholdings
As of March 2019, JSL has reported a standalone net profit of INR 1390.4
million while JSHL reported a standalone net profit of INR 2616.5 million for FY19 .

The equity shares of both JSL and JSHL are listed on the Bombay Stock
Exchange and the National Stock Exchange of India and are a constituent of the
S&P CNX .

Shareholding pattern of Jindal Stainless Ltd as on June 2019

Shareholders Shareholding

Promoters 50.81%

FII 10.94%

Mutual Fund 0.01%

Non-institutional 12.72%
Investors

Insurance Companies -

Others DII 25.34%

Others 0.18%

Shareholding pattern of Jindal Stainless (Hisar) Ltd as on June 2019

Page | 28
 Shareholding
Shareholders
−
Promoters 24.38%
FII 20.82%
Mutual Fund 2.16%
Non-institutional Investors 17.45%
Insurance Companies -
Others DII 35.19%
Others -

Operations
Jindal Stainless has two manufacturing facilities located in India in
Hisar, Haryana and Jajpur, Odisha. Jindal Stainless is also present in European and
South-East Asian markets through sales offices and service centres in countries
such as Indonesia and Spain with offices in 9 countries.

The current board of directors of Jindal Stainless comprises.

Social Initiatives
Jindal Stainless participated in the relief and rehabilitation efforts during the 2018
Kerala floods In 2019, the CSR wing of the company - Jindal Stainless Foundation
signed an MoU with National Bank for Agriculture and Rural Development
(NABARD) to raise the incomes of farmers in India.

JSL Stainless was also a part of the List of Company Signatories to the United
Nations's CEO Statement of Support for the Women‘s Empowerment Principles as of
17 February 2012.

Other social commitments by the group include the establishment of a charitable

hospital N.C. Jindal Institute of Medical Care & Research, O.P. Jindal Cancer
Hospital, Vidya Devi Jindal School (VDJS) and the O.P. Jindal Modern School in
Hisar (Haryana, India)

Page | 29
 Industry Initiatives
In 2007, Deepika Jindal founded ‗The Stainless‘, an art gallery, that hosts exhibitions
of designers, sculptors, artists who produce stainless-steel-based art

Reference Links
This article "Jindal Stainless" is from Wikipedia. The list of its authors can be seen in
its historical and/or the page Edithistory:Jindal Stainless. Articles copied from Draft
Namespace on Wikipedia could be seen on the Draft Namespace of Wikipedia and
not main one.

1. ↑ "About Us". Retrieved 11 January 2020.

2. ↑ "Jindal Stainless eyes 20% growth in topline in the next 12 months".
Business Standard. Retrieved 4 January 2020.
3. ↑ "About us". Retrieved 11 January 2020.
4. ↑ "About Us - Hisar Plant". Jindal Stainless. Retrieved 11 January 2020.
5. ↑ "Corporate Presentation" (PDF). Retrieved 10 January 2020.
6. ↑ "Jindal Stainless demerger to bring down interest cost, optimise
operations". Economic Times. 19 November 2015. Retrieved 16
January 2020.
7. ↑ "Company History". Business Standard. Retrieved 10 January 2020.
8. ↑ "About Us". Retrieved 10 January 2020.
9. ↑ "Fagor Industrial renews for five years with India Jindal Stainless Limited".
Cordoba. 11 July 2016. Retrieved 16 January 2020.
10. ↑ "Jindal Stainless inks deal with Japan's Nisshin". Silicon India. Retrieved 10
January 2020.
11. ↑ "Stainless Steelway". Jindal Stainless. Retrieved 10 January 2020.
12. ↑ "Jindal Stainless in JV with Indonesian company". Economic Times.
Retrieved 10 January 2020.
13. ↑ "JSL Signs MoU For Kalinganagar Steel Park". New Indian Express.
Retrieved 10 January 2020.
14. ↑ "Kalinganagar". Wikipedia. Retrieved 15 January 2020.
15. ↑ "About Us". JSL Stainless. Retrieved 10 January 2020.
16. ↑ "Audited Standalone and Consolidated financial results for the financial year
ended March 31, 2019" (PDF). JSL Stainless. Retrieved 11 January 2020.
17. ↑ "JSHL posts 19% rise in Q4 profits at Rs 66 crore". Economic Times.
Retrieved 10 January 2020.

Page | 30
 18. ↑ "BSE India". BSE India. Retrieved 10 January 2020.
19. ↑ "BSE India". BSE India. Retrieved 10 January 2020.
20. "NSE India". NSE India. Retrieved 10 January 2020

Our Legacy
Established in 1970 by visionary Mr O.P. Jindal, Jindal Group has
spanned across 50+ c ountries marking a global f ootprint and pos itioned as
top 5 business c onglomerates in India. The group is bac ked by a
workf orc e of prof essionals , churning business of ove r $25 billion annully.

Jindal Stainless is an eminent part of the mass ive J indal Group,

contributes staggering $2.9 billion annu ally through its varied business es.
It is one of the world largest integrated manuf ac ture of stainless s teel. The
group has a st ate-of-art stainless-steel plant in Odisha and is a market
leader in galvanized s teel and s aw pipes.

JSL Lif estyle is an abs olute subsidiary of Jindal Stainless Ltd, f ounded 15
years ago, dedic ated towards finished product of stainless steel. JSLL is
committed to creating an aspirational stainless culture in India in both B2B
and B2C domains . It strives to bring richer lif e experienc es by infusing
modern func tionalities and design into stainless steel .

Our Vision

Improving lives through trustworthy and innovative Stain-less solutions. To be a

leading stainless steel company in the world. Forging reliable relationship with
customers, s uppliers, employees and all others stakeholders . Building
strong c apabilities driving innovative prac tic e, high quality and c ompetitive
solution.

Page | 31
 Our Values
Seamless ness

Teamwork

We encourage our employees to share their knowledge, ideas, and help each other
when help is needed. Our team members follow through on assignments, produce
quality results, and are accountable for their work. We are flexible and open-minded
enough to make concessions, forgive past mistakes, and contribute to a positive
working environment.

Speed

Continuous Improvement

We emphasize quality and continuous drive for excellence in our professional and
personal goals. We do this by living our core values, empowering our team
members, and internalizing our customers‘ goals and objectives.

Commitment

Page | 32
 Accountability

We are all equally responsible for aiding in the success of the company and our
customers and thus hold each other accountable for our actions and results. We are
present, consistent, and focus on the ―how‖ and the ―can do.‖

Integrity

Page | 33
 CHAPTER- 3
ANALYSIS AND INTERPRETATION
Valuation

Q1 What is the current share price of JSL STEEL?

Ans 1 JSL STEEL currently trades at Rs 219 per share.

Q2 What was the revenue of JSL STEEL in FY21? How does it compare to earlier years?

Ans 2 The revenues of JINDAL STAINLESS (HISAR) stood at Rs 95,075 m in

FY21, which was down 0.0% compared to Rs 95,119 m reported in FY20. JINDAL
STAINLESS (HISAR)'s revenue has grown from Rs 70,778 m in FY17 to Rs 95,075
m in FY21. Over the past 5 years, the revenue of JINDAL STAINLESS (HISAR) has
grown at a CAGR of 7.7%.

Page | 34
Q3 What was the net profit of JINDAL STAINLESS (HISAR) in FY21? How does it compare
to earlier years?

Ans 3 The net profit of JINDAL STAINLESS (HISAR) stood at Rs 5,498 m in FY21,
which was up 46.7% compared to Rs 3,749 m reported in FY20.

This compares to a net profit of Rs 3,445 m in FY19 and a net profit of Rs 4,403 m in
FY18.

Over the past 5 years, JINDAL STAINLESS (HISAR) net profit has grown at a CAGR
of 23.0%.

Page | 35
Q4 What does the cash flow statement of JINDAL STAINLESS (HISAR) reveal?

Ans 4 The cash flow statement is the financial statement that presents the cash
inflows and outflows of a company during a given period of time.
This statement is one of the most useful tools for judging a company's liquidity
position. The ratios and parameters in this statement helps test a company's
financial health.

(Rs m) FY17 FY18 FY19 FY20 FY21

From Operations 6,901 14,543 11,301 7,098 13,053
From Investments -17,800 -4,656 -1,808 -2,053 -3,554
From Financial Activity 10,811 -9,887 -9,387 -5,035 -9,611
Net Cashflow -87 0 106 10 -112

Page | 36
Q5 What does the Key Ratio analysis of JINDAL STAINLESS (HISAR) reveal?

Ans 5 Be it the company's profitability, operations effectiveness or utilization of

funds, ratio analysis is an important tool which helps in making investment decisions.

The ratio/financial analysis of JINDAL STAINLESS (HISAR) reveals:

 Operating profit margins witnessed a fall and down at 12.4% in FY21 as

against 10.2% in FY20.
 Net profit margins grew from 4.0% in FY20 to 5.8% in FY21.
 Debt to Equity ratio for FY21 stood at 0.4 as compared to 0.8 in FY20.

FY17 FY18 FY19 FY20 FY21

Operating Profit Margin (%) 14.4 12.3 10.4 10.2 12.4
Net Profit Margin (%) 3.4 4.3 3.3 4.0 5.8
Debt to Equity Ratio (x) 2.7 1.5 1.1 0.8 0.4

Q6 JINDAL STAINLESS (HISAR) Income Statement Analysis?

Ans6 Operating income during the year rose 0.2% on a year-on-year (YoY) basis.

 The company's operating profit increased by 22.3% YoY during the fiscal.
Operating profit margins witnessed a fall and down at 12.4% in FY21 as
against 10.2% in FY20.
 Depreciation charges decreased by 1.4% and finance costs decreased by
22.3% YoY, respectively.
 Other income declined by 19.3% YoY.
 Net profit for the year grew by 46.7% YoY.
 Net profit margins during the year grew from 4.0% in FY20 to 5.8% in FY21.

Page | 37
Q7 Pestal Analysis of JSL Steel?

Ans7 1. Political Aspect:

2. Economical Factor:

3. Social Factor

4. Technological Factor

5. Environmental Factor:

6. Legal Factors

Page | 38
Q8 What is the steel usage in India ?

Ans8 The consumption of finished steel stood at 105.751 MT in FY22. In April 2022,
India's finished steel consumption stood at 9.072 MT. In April-July 2022, the
production of crude steel and finished steel stood at 40.95 MT and 38.55 MT
respectively.

Q9 What are the different shapes or forms does steel are prepared?
Ans 9 Steel is prepared into various sections like

 Plates and Tubes

 Strip and Profiles
 Rails
 Rods
 Wire and Bar

Page | 39
Q10 JSL hot rolled steel and cold rolled steel?

Ans10 JSL Hot rolled steel is steel that has been rolled at high temperatures, while
cold rolled steel is essentially hot rolled steel that is further processed in cold
reduction materials.

Page | 40
 Finding

 The survey reveals that only 65% consumers have the knowledge of JSL
Steel in India.

 The survey reveals that JSl Steel is the flagship business of the diversified,
US$ 22 billion JSl Group & Jindal Stainless Limited is India's largest stainless
steel producer with a melt capacity of 1.1 million tonnes per annum.

 According to the study we found that the company provides home and kitchen
solutions through its subsidiary, JSL Lifestyle Limited.

 The survey shows that according to the employee ratings Jindal

Stainless scored higher in 9 areas: Overall Rating, Culture & Values, Diversity
& Inclusion, Work-life balance, Senior Management, Compensation &
Benefits, Career Opportunities, Recommend to a friend and Positive Business
Outlook.

 In the view of the JSL society the Foundation is a registered society under the
Registrar of Societies, established to work for the greater good of society . JSL
has initiated strategic growth plans in both domestic and employees on social
issues and get them engaged in community work through volunteering.

 According to the study Home-grown steel major, Jindal Steel & Power Ltd
(JSPL), aims to be net debt-free by FY23. The company's wholly-owned
subsidiary, Jindal Steel & Power (Mauritius), has prepaid a loan of $ 357
million ( ₹2,711 crore).

 The study shows that Jindal Steel & Power Limited (JSPL), a part of the USD
22 billion diversified O. P. Jindal Group, is a leading Indian Steel manufacturer
and Power producer.

 The survey reveals there are Three groups in Jindal. 1). B.C. Jindal Group of
Companies. 2). O.P. Jindal Group. 3). D.P. Jindal Group. All are famous for
different things like B.C Jindal is famous for thermal plant and pipes lines
manufacturing and O.P Jindal is famous for the Steel , Mining , Power etc.
Whereas the D.P Jindal is famous for Oil & Gas, Agriculture, Housing etc.

Page | 41
 Limitation of the Project

Although the study and the subsequent statistical analysis were done with careful
proofing, yet there are always some limitations to any research work done, and this
one is no exception. Some of the limitations of this work are as follows:

 Some of the information given by the respondents may be biased.

 The respondents might hesitate to give the actual answers.

 The analysis is done on the assumption that respondents have given correct
information through the Questionnaire.

 Due to the limitation of the time the research could not be made more detailed.

 The study might not produce absolutely accurate results as it was based on a
sample taken from the population

Page | 42
 Conclusion

With the help of this Project I learned the specifications regarding marketing
strategies named Jindal Stainless steel. I was able to gain an understanding of the
4 Ps of marketing mix and how it affects business success. Marketing knowledge is
important to drive effective marketing decisions.

MARKETING IS the most exciting of all business sports. It is the heartbeat of every
successful business. It is continually changing in response to the explosion of
information, the expansion of technology, and the aggressiveness of competition, at
all levels and everywhere.

All business strategy is marketing strategy. Your ability to think clearly and well about
the very best marketing strategies, and to continually change and upgrade your
activities, is the key to the future of your business.

Fortunately, like all business skills, marketing can be learned by practice,

experimentation, and continually making mistakes. The key is to test, test, test. And
whatever marketing strategy is working for you today, no matter how ...

Page | 43
 BIBLIOGRAPHY

 https://www.investopedia.com/terms/m/marketing.asp

 https://en.wikipedia.org/wiki/History_of_marketing

 https://www.indeed.com/career-advice/career-
development/marketing-functions

 https://www.thecompanywarehouse.co.uk/blog/advantages-and-
disadvantages-of-marketing

 https://www.yourarticlelibrary.com/marketing/marketing-research/top-
10-limitation-of-marketing-research/48719

 www.managementparadise.com

 www.ijsrp.org/research-paper- 214/ijsrp-p26 .pdf

 www.newagepublishers.com/samplechapter/16 .pdf

Page | 44
 ANNEXURE

Q1 What is the current share of JSL STEEL?

Q2 What was the revenue of JSL STEEL in FY21? How does it compare to earlier years ?

Q3 What was the net profit of Jindal Stainless ( Hisar ) in FY21? How does it compare to
earlier years?

Q4 What does the Cash Flow Statement of Jindal Stainless ( Hisar ) reval ?

Q5 What does the Key Ratio Analysis of Jindal Stainless ( Hisar ) Reval ?

Q6 Jindal Stainless ( HISAR ) Income Statement Analysis ?

Q7 Pestal Analysis of JSL Steel?

Q8 What is the steel usage in India ?

Q9 What are the different shapes or forms does steel are prepared?

Q10 JSL hot rolled steel and cold rolled steel?

Page | 45