1. A
PROJECT REPORT
ON
“MARKETING & HUMAN RESOURCE OPERATIONS
OF THE INDIAN WOOD PRODUCTS CO. LTD”
Submitted in partial fulfillment of the requirement for the award of the degree of
MASTERS OF BUSINESS ADMINISTRATION
TO
FUTURE INSTITUTE OF MANAGEMENT
AND TECHNOLOGY, BAREILLY
(Session:2016-2017)
Under supervision of- Submitted by-
Mr. Gaurav Saxena Sir Rohit Kumar Saxena
FIMT, Bareilly Roll no:-MBA150018
Mr. Ranjan Sir M.B.A- (III semester)
HR Executive, IWPCo.Ltd

2. DECLARATION
I hereby to declare that the work for the Dissertation report entitled “Marketing and HR operations of
The Indian Wood Products Co. Ltd”, completely done by me, based on my research work.
I also declare that this project work has not been submitted to any other university or Institution for
the award of any degree, diploma, and fellowship or other similer title.
Admittedly, I have received suggestions and guidance from my guides for the partial fulfillment of
M.B.A.
(Rohit kumar saxena)

3. CERTIFICATE
TO WHOM IT MAY CONCERN
This is to certify that Mr. Rohit kumar Saxena student of MBA III semester in our institute has
successfully completed His Summer Training Project Report Entitled “Marketing & HR
Operations of The Indian Wood Products Co. Ltd.” for the partial fulfillment of the Masters of
Business Administration Degree.
CS Ajay Khandelwal Mr. Gaurav Saxena
(H.O.D, MBA & PGDM Program) (Project guide)

4. ACKNOWLEDGEMENT
If words are considered to be signs of sincere gratitude then let these words convey the very same. I
would like to acknowledge my parents because of whom I got the existence in the world for the
inception and the conception of this project. Later on I would like to confer the flower of
acknowledgement to Mr. Ranjan Sir, HR Executive, IWP, Bareilly as well as Mr. Gaurav Saxena Sir
and other faculty members who taught me that how to do project through appropriate tools and
techniques..I would like to give thanks to CS Ajay Khandelwal sir (Head of department) Future
Institute Of Management & Technology-MBA.

5. 7
OBJECTIVES OF THE STUDY
 To Study the position of The Indian Wood Products Co. Ltd. in Katha industry.
 Study the strategies- Marketing, Product, Pricing, Promotion, Place, and Distribution.
 Study the situation analysis.
 Study the Human Resource strategies.

6. INTRODUCTION

7. 1
INTRODUCTION
The Indian Wood Products Co. Ltd. was promoted by Mr. H.N. Gladstone, Mr. H. Bateson, Mr. E.H.
Bbray of London and others in the year 1919. The Company was limited by shares under the
Company's Act, 1913 with the sole object to manufacture Katha and Cutch at Izatnagar, Bareilly
(UP) India. The manufacturing activities started in 1920 and the Board of Directors appointed M/s.
Gillianders Arbuthnot & Co. Ltd., as the Managing Agents who would look after the daily activities
of the company.
Up till 1962, the company was under the Director of Industries, Kanpur (UP) and it was only in 1963
that the company was granted an Industrial Licence by the ministry of Commerce and Industry. With
the abolition of Managing Agency System by the Companies Act, M/s. Gillanders Arbuthnot & Co.
Ltd. ceased to act as the Managing Agents of the Company. Thereafter the control and management
of the company vested with the Board of Directors consisting of Directors of Gillanders Arbuthnot &
Co. Ltd., and their associate companies. In 1980 the present management acquired the controlling
interest in the Company by transfer of share.
At present, Mr. K.K. Mohta (Chairman) control the entire operations of the company and deputed at
the registered office of the company whereas Mr. K.K. Damani (Executive Director) resides and
deputed at works supervise and control the entire operations and productions of the Company.
However the total supervision and strict control rests with the Board of Directors of the company.
The Indian Wood Products Co. Ltd established in 1919 is a Pioneer manufacturer of Katha (Catechu)
and Cutch.

8. Company: The Indian Wood Products Co. Ltd.
Registered Office: 9, Brabourne Road, 7th floor
Kolkata– 700001,
West Bengal, India.
CIN: L20101WB1919PLC003557
E-mail (H.O.): iwpcal1@cal2.vsnl.net.in
Telephone: (+91-33) 22424749/4752, 32523820
Fax: (+91-33) 22426799
Chairman: Mr. Krishna Kumar Mohta
Executive Director: Mr. Krishna Kumar Damani
Company Secretary: Mr. Anup Gupta
Chief Financial Officer: Mr. Raj Kumar Agarwal
Secretarial Officer: Mr. A.K. Acharya
Works: Izatnagar, Bareilly (U.P.),
Pin Code-243122, (India)
Telephone: (+91-581) 441092 / 446192 / 443544 / 443322

9. Fax: (+91-581) 440846
E-mail (Works): iwpbrly@iwpkatha.co.in
Sales Office: 284/85, Katra Peran, Tilak Bazar Khari Baoli, Delhi
110006
Phone: (+91-11)23940092, 23920092
E-mail: sales@iwpkatha.co.in
Marketing Head: Mr Rajiv Mundhra
Registrar & Share transfer
agent:
NICHE TECHNOLOGIES PVT. LTD.
D-511, Bagree Market
71, B R B Basu Road,
Kolkata- 700001
Phone: (+91-33)22357270/7271/3070
Fax: (+91-33)22156823
E-mail: niehetechpl@nichetecpl.com
Compliance Officer: Mr K K Mohta, Chairman
ISIN No.: INE586E01012

10. HOW IS IT PREPARED?
Whether Factory or Mill prepared 'Catechu' or Katha is a 'Forest Produce', as defined under Section
2(4) of the Forest Act is the real question which requires our adjudication in this writ petition in
which the prayer of petitioner, which is a limited company, whose factory is situated at Izzatnagar
District Bareilly in our State, is to quash Range Case Crime No. 16/KNP/95-96 under Rules 3/28
U.P. Transit of Timber and other Forest Rules, 1978 Complaint/Seizure Report dated 20-2-1996 (as
contained in Annexure 10 to the writ petition). Its further prayer is to restrain the respondents from
insisting it to take transit pass for moving Katha manufactured by it.
2. The case of the petitioner is to this effect:--
(i) Since 1921 it is engaged in manufacturing Katha out of Khair Wood, which is a natural forest
wood.
(ii) Katha is produced after processing Khair wood which takes a period of about 40-45 days. Firstly
upper layer of the Khair wood is removed at the Katha producing factories. Then inner hard wood is
cut into small chips and boiled in water at about 102° C. Thus another liquor is prepared which is
made thick by evaporation process. It is put into aluminium containers which are put into chillers. By
this process thick liquor is formed into crystals and this crystallised and freezed liquor is filtered
through vacuum filter. By this process water of the crystallised and freezed liquor is sucked.
Thereafter the substance so recovered is mashed to make it uniform and given shape of about 1.5
milimetre thick plates. These plates are pressed by Hydraulic press to remove further water contents.
Thereafter these plates are cut into 2" x 2" cakes. These cakes are dried in dehumidifier for about 15
days. Again these cakes are put in room through which normal air is passed for about 5 days.

11. (iii) The mill Katha so obtained by the above process is eatable and marketable item and not a forest
produce within the meaning of Section 2(4) of the Indian Forest Act. Thus for its transit no pass is
required and in fact the petitioner company had never required such a transit pass. The petitioner
company sells its mill Katha to wholesalers and retailers all over India and if at each stage a transit
pass is required from the Forest authorities then it will cause immense difficulty and in fact bring the
business of the petitioner unworkable and to a halt.
(iv) There is vast difference between cottage industry Katha and mill Katha. The cottage industry
katha is made generally in the forest by the process of boiling of khair wood in Bhattis whereas mill
katha is manufactured by a complex mechanical process in a factory situated in town, and not forest.
Their contents are also very different -- the cottage industry katha contains tannin, whereas the mill
katha contains more of catechu; mill katha can be used directly in betels while the cottage industry
katha cannot be so used.

12. RESEARCH
METHODOLOGY

13. RESEARCH METHODOLOGY
All the conclusions are based on the research done within the time limit. I tried to select the
important essential reports from secondary sources of data during my research.
#RESEARCH PLAN:
#Preliminary Investigation: A preliminary investigation is an inquiry carried out to establish
whether there is sufficient evidence to merit a full investigation.
Step 1. Understand the problem or opportunity.
Step 2. Define the project scope & Perform fact-finding: Analyze.
Step 3. Analyze project usability, cost, benefit, and schedule data.
Step 4. Evaluate feasibility: Operational, Technical, Economic Schedule.
Step 5. Present results and recommendations to management.
#RESEARCH DESIGN;
Research was initiated by examining the secondary data to gain insight into the problem. By
analyzing the secondary data, the study aim is to explore the short comings of the present system and
unrevealing the areas which calls for improvement.
#DEVELOPING THE RESEARCH PLAN;
The data of this research project has been collected through self administration. Due to time
limitation and other constraints, though it generates specific and to the point information, easier to
tabulate and interpret the marketing & HR operations of The Indian Wood Products Co. Ltd.

14. #COLLECTION OF DATA;
Secondarydata;
It was collected from internal resources. It was collected on the basis of Organizational file, official
records, newspapers, magazines, management books, preserved information in the company’s
database and website of the company.

15. COMPANY PROFILE

16. THE COMPANY
The Indian Wood Products Co Ltd is a Public incorporated on 23 December 1919. It is classified as
Non-govt company and is registered at Registrar of Companies, Kolkata. Its authorized share capital
is Rs. 50,000,000 and its paid up capital is Rs. 15,993,180.It is inolved in Saw milling and planing of
wood
The Indian Wood Products Co Ltd's Annual General Meeting (AGM) was last held on 28 September
2015 and as per records from Ministry of Corporate Affairs (MCA), its balance sheet was last filed
on 31 March 2015.
Directors of The Indian Wood Products Co Ltd are Sunita Sarda, Krishna Kumar Damani, Bharat
Mohta, Rajendra Prasad Chetani, Vinod Mimani, Krishna Kumar Mohta, Vinod Kumar
Maheshwary, Sanjay Kumar Maheswary and .
The Indian Wood Products Co Ltd's Corporate Identification Number is (CIN)
L20101WB1919PLC003557 and its registration number is 3557.Its Email address is
iwpcal1@cal2.vsnl.net.in and its registered address is 9 BRABOURNE RD, 7TH FLOOR
KOLKATA WB 700001 IN , - , .
Current status of The Indian Wood Products Co Ltd is - Active.
PRODUCTS
Products Other names Annual Production Capacity
Catechu Black Catechu, Katha 600 M.T.
Cutch Vegetable Tanninc 1200 M.T.
Catechins Flavanols, cyanidols 300 M.T.

17. NETWORKAND REACH
With sales presence across India and global presence in Russia and SAARC markets, the Indian
brand is reaching out to the global frontier with innovative products that challenge the status quo that
Innovation comes with a price.
HISTORY
The Indian Wood Products Company Limited manufactures and sells Katha and Cutch products
primarily in India. The company also exports its products. The Indian Wood Products Company
Limited was founded in 1919 and is based in Kolkata, India.
MANUFACTURING
Catechu
(A.1.) Manufacturing Process: Good quality of Khair Tree (Acacia Catechu) is procured from
various parts of India. Each log is manually stripped & made free from Sapwood. The heartwood is
mechanically chipped into small pieces and cooked under pressure. The liquor obtained contains
Catechu which is concentrated in multistage evaporator. On chilling the concentrated liquor crystals
of Catechu are produced. Crystals are carefully filtered in controlled conditions. The filtered mass is
mashed and cut into Biscuits and slowly dried at low temperatures.
(A.2.) Specifications: Commercially the Catechu (Katha) is valued on the basis of its texture, paste
value (8-10 times) and smell. However, detailed analysis of a typical sample is given below:
a) loss on drying
% by weight,
14 – 16
b) Catechin

18. % by weight,
c) Matter insoluble in rectified spirit,
% by weight,
10 – 15
d) Total Ash
% by weight Max.
2.0
e) Acid insoluble ash
% by weight Max.
0.5
f) Paste value
(in terms of water retention)
9 times
(A.3.) Uses of Catechu: It is traditionally being used as mouth freshener with Betel quid in India. The
new generation of mouth fresheners, like Pan Masala deploys Catechu as chief ingredient with Areca
nuts and sometimes with chewing tobacco. Catechu is an astringent and has distinct bitterness
followed by cool-sweetness. It also finds use as flavoring agent in condiments, ice-creams, candy,
beverages etc. Since ages, the medicinal uses of catechu are well known. It finds major use in
treatment of diarrhea, dysentery, ailments of mouth, gums, tonsils etc. Many new uses of catechins
(which are the natural chief ingredients of catechu) like antioxidant, skin care, anti-diabetic, anti-
inflammatory are reported.
(A.4.)
Packing’s Primary Secondary
Pouch Box
100 gm./each.
1kg./each
10 kg. Corrugated Box
20 kg. "
Pan Paste (ready to use) powder
100 gm./each
50 gm./each in Metal Container
10 kg. "
10 kg. "
Power (Bulk) 20 kg 20 kgs. "

19. Cutch
(B.1.) Manufacturing Process: The supernatant liquor obtained on filtration of
Catechu is concentrated in multiple effect evaporator till the semi solid condition
is achieved. It is directly packed in suitable packings.
(B.2.) Specification: The cutch has dark colour and rich in Vegetable Tannins. A typical analysis is
given below:
W / W %
a. Moisture, max 12
b. Tannins, min 60
c. Catechins, min 30
d. Insoluble in boiling water, max 05
(B.3.) Uses: Cutch is a natural source for Tannins (for tanning of leather). It creates variety of colors
with metals and are useful as dyeing agent for natural fibers. It is also used as a mouth freshener.
Medicinal uses similar to catechu are also known. It has application in Oil-drilling, Printing ink-
pigments, adhesives etc.
(B.4)
Packings Primary Secondary
Block 50 kgs 50 kgs in Wooden Case wrapped in hessian bag
Slab 3.125 kgs 25 kgs in wooden case wrapped in hessian bag

20. Catechins
(C.1) Manufacturing Process : We offer Epi-catechins (L & DL type) from
Acacia Catechu and D-Catechins by solvent Extraction of Gambier. We can
also offer Gambier –alkaloids (like Gambir Tannine, Oxo-gambir tannine etc.)
Shortly we shall introduce Tea-catechins (Epi-gallo Catechins).
(C.2) Specification : In view of rapid transformation of L-Epi catechin to its isomers, at present we
can offer limited quantity of 85% pure Epicatechins (L&DL). High purity (99%+) D-Catechins (Hy-
drate), are being used by local manufacturers of mouth-freshener.
(C.3) Uses : Both Epicatechins & D-Catechins have demonstrated uses as Antioxidant. It has also
proved efficacy in treatment of Acute viral hepatities, and as Anti-diabetic, Anti – inflamatory, Anti-
Dirrhoea, Anti-dysentry, Chemo-preventor etc. It is also traditionally used for treatment of Gums &
Tooth and skin ailments.
ENDORSEMENTS
Currently company is not using any endorsements as company has fixed segment of Industrial
customers such as paan masala manufacturers, herbal products manufacturer, dental products
manufacturer etc.
IWP- The Premium Katha Manufacturer
Indian Wood Products Co. Ltd have state of the art Kattha Unit at Kundli close to Bareilly,
Izzatnagar Nainital Road, by installation of the latest machinery and other ancillary facilities to
ensure the most hygienic and untouched product which qualifies all stringent test.
Kattha lovers have been using the Kattha of various brands, but the quality produced by Unique
Wood Products is really unique in its quality and in taste. Our product range includes Rajni Gandha
Kuchch (Cutch), Gulab Kuchch (Cutch), Sagar Kuchch (Cutch) & Parag Kuchch (Cutch).

21. They also manufacture PFS brand double filtered machine Kattha & PFS brand Kuchch (Cutch)
(Catechu Extract)
Quality Assurance
They products and services are made accessible with an assurance of high quality and performance.
The Kattha and Kuchch (Cutch) manufactured by us is tested on different parameters using ultra
modern equipment. We exercise total quality control right from the procurement of raw materials to
the finished goods.
CORPORATEPROFILE
Instrument Amount Rating Action Fund Based Limit – Cash Credit Rs. 10.30 crore [ICRA]BB+
(Stable) assigned Fund Based Limit – Term Loan Rs. 1.50 crore [ICRA]BB+ (Stable) assigned Non
Fund Based Limit – Letter of Credit Rs. 10.00 crore [ICRA]A4+ assigned ICRA has assigned rating
of [ICRA]BB+ (pronounced ICRA double B plus) to the Rs. 11.80 crore* fund based bank facilities
of The Indian Wood Products Company Limited (IWPCL)† . ICRA has also assigned short term
rating of [ICRA]A4+ (pronounced ICRA A four plus) to the Rs. 10.00 crore non fund based bank
facilities of IWPCL. Stable outlook has been assigned to the long term rating. The rating action takes
into account the experience of IWPCL’s promoters in the katha business and the established brand
name of the company which have ensured steady rise in sales. ICRA notes that IWPCL has reported
healthy operating profitability over the last few years and has maintained conservative capital
structure by ensuring small capital expenditure every year. Also, there has been consistent
improvement in the coverage indicators over the last few years. However, despite consistent increase
in the operating income, IWPCL’s scale of operation remains moderate. The ratings are also
constrained on account highly fragmented nature of industry which pressurizes margin of players
including IWPCL. In addition, absence of a firm hedging policy exposes the company to exchange
rate variation risk. Going forward, the ability of the company to increase its scale of operations and
sustain its profitability while maintaining a prudent capital structure will be key rating drivers for the
company

22. VISION AND STRATEGY
The Indian Wood Products Co. Ltd. global success in the 21st century with his "New Management"
declaration that encompasses intellectual capi-tal, organizational creativity, technological innovation
and employee empowerment as the key strategies for IWP profitable growth in an era of unbridled
global competition.
"New Management" implementation began by encouraging individual employees to first make
changes within themselves, striving to care more for others and to behave ethically. Today,
performance at IWP is measured in qualitative rather than quantitative, terms. Moreover,
international competitiveness is an overriding objective, achieved through multi-faceted integration
of facilities as well as the development of global information systems. IWP ultimate goal is to
achieve quality-of-life improvements worldwide by succeeding as a top-tier enterprise in the 21st
century.
For the past half-century, IWP employees have been guided by a corporate philosophy that states,
"We will devote our people and technology to create superior products and ser-vices, thereby
contributing to a better global society." Today, this corporate philosophy unites all IWP -affiliated
companies. Through enhanced global management, IWP is now embracing the emerging business
trends worldwide, enabling it to react quick-ly and respond to local market changes.
The year 2008 was declared as “IWP’s initial year of Katha management." Through this
declaration, IWP set an objective to become the winner in the digital era of the 21st century through
leading initiatives based on its pioneering spirit and management strategy of selection and
concentration, as well as by advancing the standards of next generation digital convergence
technology.
Innovation has long been critical to IWP success, helping the group to be "first" in many new
product developments and technological breakthroughs. Its commitment to in-novation continues to
be stronger than ever.
As IWP expands its global presence and recognition, it has not lost touch with its roots in India.
IWP continues to be a leading influence and major supporter of the Indian economy, society, and
culture.
Although IWP-affiliated companies are spread over a range of industries and operate independently,
they share the same overall management philosophy, code of conduct and corporate identity.
Chairman is responsible for determining the long-term vision and direction of strategy for the group,
while Chief Executive Officers of each affiliate have the responsibility for autonomous decision-
making on ordinary business issues.

23. COMMITMENT TO HUMAN RESOURCE
One of the management philosophies of the Chairman was that "A Company is Its People."
Attracting and developing the best people is key to IWP maintaining, and enhancing, an
advantageous position in an era of Katha com-petition.
All new employees attend a comprehensive one-month orientation / education program to learn and
understand the core values of the group, its management and strategic direction, and the vision that
IWP is pursuing.
One of IWP human resources strategies is to recruit the highest-quality personnel from around
the world, regardless of nationality, by focusing on those who have Masters and Doctorate degrees
in all areas of management, such as research and development, marketing, finance, design and
information technology.
Recognizing that globalization of domestic human resources is as important as attracting high-quality
personnel from overseas, IWP is continuously strengthening the global competencies of core
personnel by focusing on foreign language proficiency and ability to acclimatize to foreign cultures.
IWP is also making efforts to provide early career-development programs for individ-uals who have
been identified as possessing noteworthy capability and talent in a range.
Since its establishment, IWP has become a national company representing India as a result of
implementing its spirit of "Priority of Human Resources" through which it has placed great value in
its employees and raised human resources necessary for the nation and the community.

24. Company’s Values –
We believe that living by strong values is the key to good business. At IWP, a rigorous code of
conduct and these core values are at the heart of every decision we make.
People
Quite simply, a company is its people. At IWP, we’re dedicated to giving our people a wealth of
opportunities to reach their full potential.
Excellence
Everything we do at IWP is driven by an unyielding passion for excellence—and an unfaltering
commitment to develop the best products and services on the market.
Change
In today’s fast-paced global economy, change is constant and innovation is critical to a company’s
survival. As we have done for many years, we set our sights on the future, anticipating market needs
and demands so we can steer our company toward long-term success.
Integrity
Operating in an ethical way is the foundation of our business. Everything we do is guided by a moral
compass that ensures fairness, respect for all stakeholders and complete transparency.

25. REVIEWS RELATED
LITRATURE

26. LITRATURE REVIEW
Marketing Strategy of The Indian Wood Products Co. Ltd.
What is marketing?
The activities of a company associated with buying and selling a product or service. It includes
advertising, selling and delivering products to people. People who work in marketing departments of
companies try to get the attention of target audiences by using slogans, packaging design, celebrity
endorsements and general media exposure. The 4 'Ps' of marketing are product, place, price and
promotion.
What is Marketing Strategy?
There are many marketing strategies. The great thing about this is that there is no one way to achieve
success. An organization's strategy that combines all of its marketing goals into
one comprehensive plan. A good marketing strategy should be drawn from market research and
focus on the right product mix in order to achieve the maximum profit potential and sustain
the business.
A strategy is a long-term plan to achieve certain objectives. A marketing strategy is therefore a
marketing plan designed to achieve marketing objectives. For example, marketing objective may
relate to becoming the market leader by delighting customers. The strategic plan therefore is the
detailed planning involving marketing research, and then developing a marketing mix to delight
customers. Every organization needs to have clear marketing objectives, and the major route to
achieving organizational goals will depend on strategy. It is important, therefore, to be clear about
the difference between strategy and tactics.
These terms originate from military use (military strategy before and during a military campaign is
the general policy overview of how to defeat the enemy). Developing a strategy involves establishing
clear aims and objectives around which the framework for a policy is created. Having established its
strate gy, an organization can then work out its day-to-day tools and tactics to meet the objectives.
Marketing can thus be seen as the process of developing and implementing a strategy to plan and
coordinate ways of identifying, anticipating and satisfying consumer demands, in such a way as to
make profits. It is this strategic planning process that lies at the heart of marketing.

27. A formal approach to this customer-focused marketing is known as SIVA] (Solution, Information,
Value, Access). This system is basically the four Ps renamed and reworded to provide a customer
focus. The SIVA Model provides a demand/customer-centric alternative to the well-known 4Ps
supply side model (product, price, placement, promotion) of marketing management.
Marketing Mix
The Marketing mix is a set of four decisions which need to be taken before launching any new
product. These variables are also known as the 4 P’s of marketing. These four variables help the firm
in making strategic decisions necessary for the smooth running of any product/organization.
4P’s of Marketing
Product → Solution
Promotion → Information
Price → Value
Place (Distribution) → Access

28. 1. Product
The first thing you need, if you want to start a business, is a product. Therefore Product is also the
first variable in the marketing mix. Product decisions are the first decisions you need to take before
making any marketing plan. A product can be divided into three parts. The core product, the
augmented product and the tertiary product.
A product can be either a tangible good or an intangible service that fulfills a need or want of
consumers. Whether you sell custom pallets and wood products or provide luxury accommodations,
it’s imperative that you have a clear grasp of exactly what your product is and what makes it unique
before you can successfully market it.
2. Price
Pricing of a product depends on a lot of different variables and hence it is constantly updated. Major
consideration in pricing is the costing of the product, the advertising and marketing expenses, any
price fluctuations in the market, distribution costs etc. Many of these factors can change separately.
Thus the pricing has to be such that it can bear the brunt of changes for a certain period of time.
However, if all these variables change, then the pricing of a product has to be increased and
decreased accordingly. Along with the above factors, there are also other things which have to be
taken in consideration when deciding on a pricing strategy.
Competition can be the best example. Similarly, pricing also affects the targeting and positioning of
a product. Pricing is used for sales promotions in the form of trade discounts. Thus based on these
factors there are several pricing strategies, one of which is implemented for the marketing mix.

29. 3. Place
Place refers to the distribution channel of a product. If a product is a consumer product, it needs to be
available as far and wide as possible. On the other hand, if the product is a Premium consumer
product, it will be available only in select stores. Similarly, if the product is a business product, you
need a team who interacts with businesses and makes the product available to them. Thus the place
where the product is distributed depends on the product and pricing decisions, as well as any STP
decisions taken by a firm.
Distribution has a huge affect on the profitability of a product. Consider a FMCG company which
has national distribution for its product. An increase in petrol rates by 10 Rs will in fact bring about
drastic changes in the profitability of the company. Thus supply chain and logistics decisions are
considered as very important costing decisions of the firm. The firm needs to have a full proof
logistics and supply chain plan for its distribution.
4. Promotion
Promotions decides the segmentation targeting and positioning of the product. The right kind of
promotions affects all the other three variables – The product, price and place. If the promotions are
effective, you might have to increase distribution points, you might get to increase the price because
of the rising brand equity of the product, and the profitability might support you in launching even
more products. However, the budget required for extensive promotions is also high. Promotions are
considered as marketing expenses and the same needs to be taken in consideration while deciding the
costing of the product.
Promotion looks at the many ways marketing agencies disseminate relevant product information to
consumers and differentiate a particular product or service. Promotion includes elements like:
advertising, public relations, social media marketing, email marketing, search engine marketing,
video marketing and more. Each touch point must be supported by a well positioned brand to truly
maximize return on investment.

30. Strategic Discipline
Marketing is now accepted as a strategic discipline or general management function and in this
respect must care for the health of a business in the future - especially against competitive influences.
This is because it is increasingly realized that although making a profit is important, an organization
should also develop its market share and search for brand leadership as well. So the marketer must
monitor the profitability of the business and attempt to anticipate the likely trends.
Successful marketers must therefore be concerned with every aspect of their business, including
future project and other areas of their industry. Successful companies plan five or ten years and more
in advance and often know as much about their competition as they know about themselves.
Marketing is not just a series of business-related functions, but more wide-reaching than this. It is a
business philosophy designed to develop an attitude of mind which should be shared by everyone in
an organization and is often enhanced by both frequent and open communication. Developing such
an attitude of mind reduces the likelihood of crisis and contributes to the development of the overall
future of an enterprise at both strategic and tactical levels.
At the heart of marketing lies the degree to which an organization becomes marketing-orientated.
The more committed a company is to its marketing activities, the more able it will be to pursue its
corporate objectives and develop and retain customers. Every business in existence relies upon its
customers for survival, and those who best
meet customer needs will always survive a period of change.
The marketing function is therefore an essential ingredient of corporate strategy, and this marketing
focus should be communicated through marketing planning into all aspects of business activity.

31. Principles of Marketing Strategy -
1. Clarify Business Objectives
2. Use Innovation Teams to Identify
3. Decouple Strategy and Innovation
4. Build Open Assets in the Marketplace
1. Clarify Business Objectives
there’s so much going on in the marketing arena today, everybody is struggling to keep up. At the
same time, every marketing professional feels pressure to be “progressive” and actively integrate
emerging media into their marketing program. However, the mark of a good marketing strategy is
not how many gadgets and neologisms are crammed into it, but how effectively it achieves worthy
goals.

32. Therefore, how you define your intent will have a profound impact on whether you succeed or fail.
Unfortunately, there is a tendency for marketers to try to create a “one size fits all” approach for a
portfolio of brands or, alternatively, to want to create complicated models to formulate marketing
objectives
Some brands are not widely known, others are have trouble converting awareness to sales and still
others need to encourage consumer advocacy.
2. Use Innovation Teams to Identify Emerging Opportunities
Marketing executives are busy people. They need to actively monitor the marketplace, identify
business opportunities, collaborate with product people and run promotional campaigns. It is
unreasonable to expect them to keep up with the vast array of emerging technology and tactics,
especially since most of it won’t pan out anyway.
Therefore, it is essential to have a team dedicated to identifying emerging opportunities, meeting
with start-ups and running test-and-learn programs to evaluate their true potential. Of course, most
of these will fail, but the few winners will more than make up for the losers.
Once an emerging opportunity has performed successfully in a pilot program, it can then be scaled
up and become integrated into the normal strategic process as a viable tactic to achieve an awareness,
sales or advocacy objective.
3. Decouple Strategyand Innovation
Unfortunately, in many organizations, strategy and innovation are often grouped together because
they are both perceived as things that “smart people” do. Consequently, when firms approach
innovation, they tend to put their best people on it, those who have shown a knack for getting results.
That’s why, all too often, innovation teams are populated by senior executives. Because innovation
is considered crucial to the future of the enterprise (and also due to the institutional clout of the

33. senior executives) they also tend to have ample resources at their disposal. They are set up to
succeed. Failure, all too often, isn’t an option.
However, strategy is fundamentally different from innovation. As noted above, a good strategy is
one that achieves specific objectives. The truth is that innovation is a messy business. So failure
must be an option, which is why technologically focused venture capital firms expect the vast
majority of their investments to fail
4. Build Open Assets in the Marketplace
The primary focus of marketing promotion used to be to create compelling advertising campaigns
that would get the consumer’s attention and drive awareness. Once potential customers were aware
of the product, direct sales and retail promotions could then close the deal.
Today, effective promotional campaigns are less likely to lead to a sale and more likely to result in
an Internet search, where consumers’ behavior can be tracked and then retargeted by competitors.
Simply building awareness and walking away is more likely to enrich your competition than
yourself.

34. Marketing Strategies By IWP
1. Newer, cheaper and better products
2. Leave no segment
3. Competitive
4. Brand building
5. Low-cost premium products
6. Grabbing the Market
7. Product Transformation
8. Customization
9. New products
Benefits of Marketing Strategies
Saves time and money
Time and money are important primary factors of success in the business industry. As you will see
below, a marketing strategy helps owners to define a brand so that they don’t spend loads of
productivity time marketing a product to the wrong people. A marketing plan provides a blue print
for business owners to follow with hopes to bring in more money than they put out.

35. Provides a plan
Marketing plan acts as a guide as the business progresses, so owners can see where their time and
money is going. It provides a look into the future goals of the company, and gives step-by-step
directions on how to achieve those goals.
Defines the brand
This is a very important element of the marketing plan because without it, a business wouldn’t last
long. They would be exhausted. Defining a brand means knowing what you are selling, and to whom
you’re selling it to. In other words, you must also define your audience. Without knowing who to
market to, business owners can lose valuable time. Marketing strategies help with issues such as
these, and plans out these things.

37. SWOT ANALYSIS OF MICROMAX
Strengths
*IWP is No.1 in terms of market share in terms of Katha manufacturing, it captured UWP market
share by superior innovation in Katha manufacturing’
*IWP is financially strong and stable company. The production process and process of inventory
management are consistent with industrial standards.
*The brand value increased by 80% in last three years
*The Company enjoys wide range of Katha products and other products.
*IWP holds significant market share in most of the product categories.
*IWP is best in terms of Katha production.
Weakness
*IWP needs improvement in defining the vision, mission and strategic corporate objective.
Marketing management needs improvement in all the facts of marketing
*HRM also needs improvement in all the facts of human resource management
*Foreign products focus on economies of scale and dump into Indian market for lesser cost
*Online stores which sell a wide range of products are giving better deals as they don’t incur cost
in distribution channel.

38. Opportunity
 IWP is reasonable equipped to take care of technological changes In Katha production.
 IWP is maintaining good international relationship with countries and local.
 IWP has future plans for customized katha products in the Indian market.
 The population for Paan lovers and herbal products is growing .
 The financial position is strong and there is a scope of entering into unrelated diversification
Threats
 Regulatory issues and safeguarding of property rights was main threats in legislation
 The competitors like UWP etc are focused only in one segment.
 Threats from Foreign Products.

39. LIMITATIONS

40. Situation Analysis
Analyzing current situation through framework:
Customers
Currently IWP is dominating the rural market. Initially the marketing strategy of IWP was to target
Various Industries. They are basically catering to the need of the customers of the rural and urban
area.
Competitors
IWP knows that there are many established brands in Katha’ industry like UWP, Rajnigandha and
foreign manufacturers.

41. 49
LIMITATIONS
Some of the limitations of the project are listed as below:
1. The time bound period is the major limitation in research projects.
2. .With well established players like UWP, Rajnigandha; etc IWP faces a tough competition
from these players.
3. IWP’s business model has been replicated by many new players which again pose a threat to
IWP.
4. IWP has a manufacturing unit set up in INDIA which has strengthened this perception among
people.

42. BIBLIOGRAPHY

43. 51
BIBLIOGRAPHY
WEBSITES
 www.google.com
 www.iwpkatha.com
 www.economictimes.com
 www.moneycontrol.com
 www.pressrelease.net
 www.topdreamer.com
 www.wikipedia.com
 www.marketshare.com
 www.wordpress.com
BOOKS
 INDIA TODAY
 CHRONICLE
 BUISNESS TODAY
 BUISNESS WORLD

44. CONTENTS
S.no Perticulers Remarks
1. Introduction
2. Objectives
3. Research methodology
4. Company profile
5. Litrature review
6. Data presentation & Data analysis
7. Findings,Conclusion and Limitations
8. Recommendations
9. Bibliography
10. Annexure

45. RECOMMENDATIONS

46. Suggestions & Recommendations
we can give some suggestions of the company towards the customer satisfaction as follows:
 The manufacturer of the IWP should to make better katha production .
 The company should to advertise of the brand IWP Katha to know the users easily.
 They should have to provide more Outlets Centre as per the region and provide better
services to the customers.
 The Qualities & Designs of the IWP Katha have to improved.

47. CONCLUSION

48. CONCLUSION
 Based on the study conducted it can be concluded that responsiveness, assurance and reliability
are the critical dimensions of service quality of IWP and they are directly related to overall
service quality.
 The IWP gives prompt Katha products.
 IWP enjoying maximum market share as the largest katha selling company IWP is No.1 in
terms of market share in terms of katha, it captured UWP market share by superior innovation
in Smart Katha production.’
 IWP is financially strong and stable company. The production process and process of inventory
management are consistent with industrial standards.
 The brand value increased by 80% in last three years
 The Company enjoys wide range of products.