MARKETING MANAGEMENT
Submitted to :- Ms. Gunjan Rana
Submitted By :- Harleen Kaur
Harpreet Kaur Walia
Himanshu Shrivastava
Hitesh Shrivastava
Rakesh Kumar Hans
INDEX
Introduction of CRM
Introduction of CSR
CSR of SAIL
CSR of Mahindra & Mahindra
CSR of TATA Group
CSR of Bajaj Auto Ltd.
CSR of RIL
Conclusion
Cause-Related Marketing
Increased sales
Increased visibility
Increased customer loyalty
Enhanced company image
Positive media coverage
As your partnership takes shape, become ambassadors for each other. Talk about
the charitable organization and have flyers available. Promote the organization (and
your partnership) on your website and in your newsletters. Ask your partner to
extend the same courtesies to you. Never lose the marketing focus of your
community partnership efforts. Even though the work is philanthropy, your cause
should generate interest in your company and motivate people to buy from it.
Select a cause that is important to your target market, and make sure your target
market sees that connection.
The definition of CSR used within an organization can vary from the strict
"stakeholder impacts" definition used by many CSR advocates and will often include
charitable efforts and volunteering. CSR may be based within the human resources,
business development or public relations departments of an organisation, or may be
given a separate unit reporting to the CEO or in some cases directly to the board.
Some companies may implement CSR-type values without a clearly defined team or
programme.
The business case for CSR within a company will likely rest on one or more of these
arguments:
Human resources
A CSR programme can be an aid to recruitment and retention, particularly within the
competitive graduate student market. Potential recruits often ask about a firm's CSR
policy during an interview, and having a comprehensive policy can give an
advantage. CSR can also help to improve the perception of a company among its
staff, particularly when staff can become involved through payroll giving,
fundraising activities or community volunteering.
Risk management
Managing risk is a central part of many corporate strategies. Reputations that take
decades to build up can be ruined in hours through incidents such as corruption
scandals or environmental accidents. These events can also draw unwanted
attention from regulators, courts, governments and media. Building a genuine
culture of 'doing the right thing' within a corporation can offset these risks.
Brand differentiation
In crowded marketplaces, companies strive for a unique selling proposition that can
separate them from the competition in the minds of consumers. CSR can play a role
in building customer loyalty based on distinctive ethical values. Several major
brands, such as The Co-operative Group, The Body Shop and American Apparel are
built on ethical values. Business service organizations can benefit too from building
a reputation for integrity and best practice.
License to operate
Corporations are keen to avoid interference in their business through taxation or
regulations. By taking substantive voluntary steps, they can persuade governments
and the wider public that they are taking issues such as health and safety, diversity
or the environment seriously, and so avoid intervention. This also applies to firms
seeking to justify eye-catching profits and high levels of boardroom pay. Those
operating away from their home country can make sure they stay welcome by being
good corporate citizens with respect to labour standards and impacts on the
environment.
SAIL
Company Profile
Steel Authority of India Limited (SAIL) is the leading steel-making company in India.
It is a fully integrated iron and steel maker, producing both basic and special steels
for domestic construction, engineering, power, railway, automotive and defence
industries and for sale in export markets.
Ranked amongst the top ten public sector companies in India in terms of turnover,
SAIL manufactures and sells a broad range of steel products, including hot and cold
rolled sheets and coils, galvanised sheets, electrical sheets, structurals, railway
products, plates, bars and rods, stainless steel and other alloy steels. SAIL produces
iron and steel at five integrated plants and three special steel plants, located
principally in the eastern and central regions of India and situated close to domestic
sources of raw materials, including the Company's iron ore, limestone and dolomite
mines. The company has the distinction of being Indias largest producer of iron ore
and of having the countrys second largest mines network. This gives SAIL a
competitive edge in terms of captive availability of iron ore, limestone, and dolomite
which are inputs for steel making.
SAIL's wide range of long and flat steel products are much in demand in the
domestic as well as the international market. This vital responsibility is carried out
by SAIL's own Central Marketing Organisation (CMO) and the International Trade
Division. CMO encompasses a wide network of 34 branch offices and 54 stockyards
located in major cities and towns throughout India.With technical and managerial
expertise and know-how in steel making gained over four decades, SAIL's
Consultancy Division (SAILCON) at New Delhi offers services and consultancy to
clients world-wide.
SAIL has a well-equipped Research and Development Centre for Iron and Steel
(RDCIS) at Ranchi which helps to produce quality steel and develop new
technologies for the steel industry. Besides, SAIL has its own in-house Centre for
Engineering and Technology (CET), Management Training Institute (MTI) and Safety
Organisation at Ranchi. Our captive mines are under the control of the Raw
Materials Division in Kolkata. The Environment Management Division and Growth
Division of SAIL operate from their headquarters in Kolkata. Almost all our plants
and major units are ISO Certified.
CSR of SAIL
ENERGY CONSERVATION
Integrated steel plants are highly energy intensive in nature as the different steps
involved in processing of ore for reduction, making and shaping of steel are highly
endothermic and take place at elevated temperatures. The cost of energy accounts
for nearly 30% of the cost of production of steel. Therefore, any savings in energy
will reflect in substantial savings to the company. In view of this, the ongoing focus
of SAIL is to reduce the specific energy consumption thereby improving the
profitability and productivity of the Plants.
The major energy inputs to SAIL integrated steel plants are :
Coking coals used for production of coke to be input in blast furnaces to produce hot
metal accounts for about 73% of total energy input in SAIL steel plants.Non-coking
coals, mainly used for generation of power and process steam, accounts for about
19%.Purchased electricity supplements inplant generated power for running
electrical equipment accounts for about 7% of total energy input.Purchased petrofuels like furnace oil, LSHS (Low Sulphur Heavy Stock) to meet shortfalls in
availability of internally generated fuels, used in higher temperature furnaces. This
accounts for about 1% of total energy input.
It may be noted that internally generated fuels such as coke oven gas, blast furnace
gas and coal tar fuels are used in these furnaces as well as in coke ovens and blast
furnaces to meet the heat requirement.Typically the specific energy consumption in
integrated steel plants in SAIL ranges from 6.84 Gcal/ Tcs to 8.88 Gcal /Tcs. Amongst
them, Bhilai Steel Plant has been recording the lowest specific energy consumption
for the last few years.
Energy Conservation Efforts
Measuring Instruments
POLLUTION CONTROL
In the process of steel-making, even with the latest technologies available, it is not
possible to completely eliminate pollution in any of its diverse forms - air, water,
noise or solid waste. Efforts to control the pollution menace are, therefore, being
tackled in several ways.
Pollution, once generated, needs to be arrested and treated before the pollutants
are released into the ambient environment.
In SAIL, over 1000 air pollution control equipment in the form of bag filters, ESPs,
Ventury scrubbers, cyclones are operating at its various plants. For tackling water
pollutants, over 200 control devices are in place including BOD plants. As a leader in
the steel industry in India, SAIL has frequently been the first to introduce the latest
available technologies in the area of pollution control.
AIR QUALITY
Comprehensive and structured initiatives in SAIL have significantly brought down
the pollution load (stack emission) to 2.5 kg/tcs from 12.6 kg/tcs in a decade.
Installing new air pollution control facilities in shops and augmenting the capacity of
the existing ones are helping the stack emission to comply with the statutory
norms. The stacks of the special steel plants are 100% complying with norms where
as for those of the integrated steel plants, gaps have been identified and work is
under progress to meet the regulatory standards.
The Mahindra Foundation has been set up with a specific objective: to provide
medical relief to the poor and needy sections of society. The foundation has helped
patients suffering from cancer, heart ailments as well as burn victims. It has also
been very active during national calamities and disasters and has helped contribute
and mobilise resources. The foundation also extends its support to academia and
other professionals and sportsmen by helping them attend workshops and
conferences overseas.
The Mahindra Group has always been very responsive to any major disaster in India.
Whether it's been the tsunami or the Gujarat earthquake, the Mahindra family has
got together and always provided support either by way of financial help or by way
of sending vehicles, supplying material or manpower.
Arts and Culture
The Mahindra Excellence in Theatre Awards (META) is the latest in the Mahindra
Groups efforts to encourage national theatre in two broad categories - Emerging
theatre and Established theatre. The annual awards are in tune with the Groups
Corporate Social Responsibility programmes, which have already received a fillip in
the Conglomerates 60th anniversary year. The awards will initially cover English &
Hindi theatre and include other language productions at a later stage. The Critics
Panel, consisting of expert theatre and literary personalities based in the four
metros, has overseen the selection of the plays in both categories.The awards are in
the following categories (separately for each category):
Best
Best
Best
Best
Best
Best
Best
Best
Best
Best
Best
Best
Play / Production
Direction
Actor
Actress
Playwright
Lighting Design
Sound Track
Costume Design
Set Design
Adapted Work
Supporting Actor
Supporting Actress
The selection process covers four broad areas of the country, namely, North, South,
East and West. The Critics Panels are based in each of the four regional hubs of
Kolkata, Mumbai, Delhi and Bangalore. Six plays are selected from each region and
are referred to the respective Critics Panel. The Panel from each metro city then
sends the final list of eight productions to the Grand National Jury.The Grand
National Jury for the year 2006 includes theatre luminaries such as Shyamanand
Jalan, Shabana Azmi, Ila Arun, Shashi Kapoor, Zafar Hai and M. S. Sathyu. The
Mahindra Group also plans to set up a Mahindra Academy for Excellence in Theatre.
TATA Group
The Tata Group is a multinational conglomerate based in Mumbai, India. In terms of
market capitalization and revenues, Tata Group is the largest private corporate
group in India and has been recognized as one of the most respected companies in
the world over the years. It has interests in steel, automobiles, information
technology, communication, power, tea and hotels. The Tata Group has operations
in more than 85 countries across six continents and its companies export products
and services to 80 nations. The Tata Group comprises 98 companies in seven
business sectors, 27 of which are publicly listed. 65.8% of the ownership of Tata
Group is held in charitable trusts. Companies which form a major part of the group
include Tata Steel, Corus Steel, Tata Motors, Tata Consultancy Services, Tata
Technologies, Tata Tea, Titan Industries, Tata Power, Tata Communications, Tata
Teleservices, Tata AutoComp Systems Limited and the Taj Hotels.The group takes
the name of its founder, Jamsetji Tata, a member of whose family has almost
invariably been the chairman of the group. The current chairman of the Tata group
is Ratan Tata, who took over from J. R. D. Tata in 1991 and is currently one of the
major international business figures in the age of globality. The company is currently
in its fifth generation of family stewardship.
CSR of TATA Group
The term corporate sustainability is of relatively recent vintage. Not so the
philosophy of social responsibility that underlines the Tata way of conducting its
businesses. The multitude of social development and environment initiatives Tata
has nurtured from its earliest days flows from a wellspring of voluntary, as opposed
to obligatory, commitment
Community initiatives
Different Tata companies have in-house organisations to implement and manage
the community development projects that they undertake. The most prominent of
these are the Tata Chemicals Society for Rural Development, the Tata Steel Rural
Development Society, Rallilove ACTS (Assisting Communities Through Service) and
Voltas for Women.
Environment
The Tata group is facing up to the challenge of climate change and making it
integral to its processes. Coordinating and directing the climate change efforts of
the group's companies are some of the senior-most Tata leaders.
Tata trusts
Strong beliefs on sharing of wealth led the founders of the Tata group to endow a
number of philanthropic trusts that annually support premier academic institutions,
social and community causes, and programmes for the uplift of the underprivileged.
Institutions
The national institutes of learning and research that Tata helped establish and
continues to support.
Bajaj Auto
Bajaj Auto is a major Indian automobile manufacturer. It is India's largest and the
world's 4th largest two- and three-wheeler maker[citation needed]. It is based in
Pune, Maharashtra, with plants in Akurdi and Chakan (near Pune),Waluj (near
Aurangabad) and Pantnagar in Uttaranchal. Bajaj Auto makes and exports
motorscooters, motorcycles and the auto rickshaw.The Forbes Global 2000 list for
the year 2005 ranked Bajaj Auto at 1946.Over the last decade, the company has
successfully changed its image from a scooter manufacturer to a two wheeler
manufacturer. Its product range encompasses Scooterettes, Scooters and
Motorcycles. Its real growth in numbers has come in the last four years after
successful introduction of a few models in the motorcycle segment.The company is
headed by Rahul Bajaj who is worth more than US$1.5 billion.
CSR of Bajaj Auto Ltd.
Ambani has been a pioneer in introducing financial instruments like fully convertible
debentures to the Indian stock markets. Ambani was one of the first entrepreneurs
to draw retail investors to the stock markets. Critics allege that the rise of Reliance
Industries to the top slot in terms of market capitalization is largely due to
Dhirubhai's ability to manipulate the levers of a controlled economy to his
advantage. Though the company's oil-related operations forms the core of its
business, it has diversified its operations in recent years. After severe differences
between the founder's two sons, Mukesh Ambani and Anil Ambani, the group was
divided between them in 2006. In September 2008, Reliance Industries was the only
Indian firm featured in the Forbes's list of "world's 100 most respected companies".
CSR of RIL
Social welfare and community development is at the core of Reliances Corporate
Social Responsibility (CSR) philosophy and continues to be a top priority for the
Company. It revolves around the Companys deeply-held belief in the principle of
symbiotic relationship with the local communities, recognizing that business
ultimately has a purpose - to serve human needs. Close and continuous interaction
with the people and communities in and around the manufacturing divisions has
been the key focus while striving to bring around qualitative changes and
supporting the underprivileged. Reliances contributions to the community are in
the area of health, education, infrastructure development (drinking water,
improving village infrastructure, construction of schools etc.), environment (effluent
treatment, tree plantation, treatment of hazardous waste), relief and assistance in
the event of a natural disaster, and miscellaneous activities such as contribution to
other social development organizations etc.
Synergistic PP clarifiers
Education
Teach them young is the very motto of Reliance as the Company believes that the
quality of inputs received by an individual at an early age contributes to his or her
growth as a capable human being. To ensure high quality of teaching, Reliance has
made significant efforts towards value enhancement of teachers through
professional and institutionalized training. Dahej Manufacturing Division conducted
educational and excursion tours of students and teachers from the primary schools
of neighbouring villages, and also organized Balmela and Science and Mathematics
Fair.
To provide training in the field of effective techniques and modern methods of
teaching to high school teachers in the Hazira area, the Company organized training
of teachers in various subjects.
Reliance has launched the Sky is the limit programme at Hazira, to address the
problem of school drop-outs in the local community.
To encourage school children from neighbouring villages, Nagothane Manufacturing
Division based CSR cell MGCC Area Development Research Foundation (MADER)
Trust took following initiatives:
There are several Zilla Parishad schools located on the hilltop near Nagothane
Manufacturing Division where all the children who are attending school are
tribal. With an objective to encourage the tribal students, Reliance also
provided school uniforms.
Health
CONCLUSION
In recent decades the concept of Corporate Social Responsibility (CSR)
turned out to be a vital strategy for companies to survive in a ruthless
market environment. In a condition where markets shift and customers