A

Project Report On

Title of the Project

At

Name of the Organization

By

Name of the Student

Under The Guidance of

Prof. S. M. Jadhav

Submitted to

Savitribai Phule Pune University

In Partial Fulfilment of the Requirement for the Award of the Degree of

M.B.A.

(Batch -2016-2018)

Through

Dr. D. Y. Patil Educational Federation

Dr. D. Y. Institute of Management and Entrepreneur Development

Varale, Talegaon
 Company Certificate

To whomsoever it may Concern

This is to certify that ---------------------------------------has completed his project work on the topic

-------------------------------------------------------------------during the period from 15th May 2017 to

July 2017. He has been sincere, hardworking and punctual in his/her work. We wish him success

in future endeavors.

Authorized Signatory.

Designation.

Company Seal.
 Declaration of Student

This is to declare that I have carried out this project work myself in partial fulfillment of the MBA

Program of Savitribai Phule Pune University.

The work is original, has not been copied from anywhere else and not been submitted to any other

University/Institute for an award of any degree/diploma.

Date:-

Place:-Pune Name of the Student

 Declaration of Guide

This is to certify that the work incorporated in this Project Report (Title)____________ submitted

by (Students name) ________ is his original work and completed under my guidance. Material

obtained from other sources has been duly acknowledged in the Project Report.

Date:-

Place:-Pune Prof. S. M. Jadhav

Acknowledgement
Table of Content
List of Tables
List of figures
Chapter-1

1.1. Executive Summary

1.2.Objective of the Study

1.3.Need of the Study

1.4. Scope of the Study

 1.1.Executive Summary

The Project title B2B Marketing is carried out at Imperial Auto Industries Pune which is a leading
manufacturer of fluid transmission products in India. During the project the main focus was given on the
B2B marketing process and how its being implements in the industry. As imperial auto is a manufacturing
industry there are various operations which is being carried out at different level, so in such a condition
where there is so much things are going simultaneously, here B2B marketing tends to solve the various
issues that arises during the process. As the main responsibility of the marketing department of any
industry is to look for the new clients and at the same time maintain the healthy relationship with the
existing clients, so B2B marketing plays a very vital role in such industries where the nature and quantity of
buying product is different from the regular buying

B2B marketing is marketing of products to businesses or other organizations for use in production of
goods, for use in general business operations (such as office supplies), or for resale to other consumers,
such as a wholesaler selling to a retailer. Which is quite different from the rest three types of marketing,
which are B2C, C2B and C2C. The reason of B2B marketing being different from others is that.B2B marketing
is a link between the provider and the end users.
As B2B marketing is more of a business oriented type hence there are various concepts and terminologies
which is totally different from the normal marketing. Thats why the nature of such marketing type is more
volatile.

The purpose of the project is to understand how B2B marketing works in the industry including lead
generation, RFQ generation, proposing the quotes and taking continuous feedback from the clients and
how different strategies are implemented in the industry.
 1.2.Objective of the Study

To study the B2B marketing concept.

To know up to what level the B2B marketing differs from the conventional B2C marketing and
what makes B2B marketing more adverse.
To understand the different strategies & terminologies in B2B marketing been used.
To investigate the various approaches which are widely used in industrial marketing i.e. in B2B
marketing.
To analyze the latest trends in B2B marketing which are been used in industries nowadays.
To suggest new ideas which can be used in B2B marketing.
 1.3.Need of the Study

1. To find out how B2B marketing increase the efficiency of industry in terms of

operational and administration cost.

2. To study how B2B marketing helps to fill the gap between buyer and seller.

3. To study how B2B Marketing tends to increase the industry productivity.

4. To study how B2B Marketing helps the company to look forward for new customers

and maintain a healthy relationship with its existing customer.

5. To study how B2B Marketing helps to achieve sales goals.

6. To study the different concepts and terminologies being used in B2B Marketing.
 1.4.Scope of the Study

After understanding the working pattern of B2B marketing and how the things work
in industry we are finding out some positive result for scope of B2B Marketing in
manufacturing industry.
If the B2B Marketing is not being implemented properly than there is chances of sever loss
to the company, as B2B Marketing tends to fill the vital gap between the buyer and seller.
So it becomes very important for the company to look whether marketing procedures are
being followed promptly or not.

B2B Marketing connect the fills all the necessary gaps with in the marketing process
in order to maximize the profit of the company.
Implementation of right type of strategies with the right client in order to overcome the
further issues.
Taking a timely feedback from the clients, and improvising the entire customer
relationship management.
Generating leads for the new clients.
Generating the quotations for the clients.
Solving issues related with the product quality.
Making customer aware about the products being offered by the company, and
addressing the issues of clients so as to enable the smooth flow of work.
Achieving sales related goals of the company.
To act as a catalyst in the development of the company.
 Chapter-2 Company Profile

2.1 Introduction to Organizational

2.2 Organization Chart

2.3 Organization Process Chart

IMPERIAL AUTO INDUSTRIES LIMITED is an Indian fluid transmission product
manufacturer headquartered in Faridabad, India. Imperial Auto is the largest integrated
manufacturer of the fluid transmission products in India. The company has about 14 dedicated
manufacturing plants with over 5,000 employees and a group turnover of above US $200
million.The company has been awarded many times for the quality-driven products by industry
leaders such as Maruti Suzuki, Toyota, John Deere, Hyundai Motor Company etc.
In Automotive world Imperial Auto is known as IAI. It is driven in the guidance of MD &
Chairman Mr. S.B. Sardana and Mr. Jagjit Singh respectively.
Imperial Auto started its North American Assembly Operations in 2012. Located in Indianapolis
- This serves as a hub for Imperial Auto's North and South American Automotive and Truck
Customers.

Established in the year 1969

Largest Integrated manufacturer of Fluid Transmission
Products (FTPs)
Eight dedicated manufacturing / assembly plants
Multi location manufacturing facilities having diversified product
portfolio
Expected to cross Group Turnover of US $ 155 Million (Rs. 700
Crores) by FY 2010-11
3000 employees
ISO / TS 16949:2009 & ISO 14001:2004 certified company
Strategic and Technical Alliances with Major International Players in the Industry
Global Presence and Scale
Major supplier to most leading OEMs worldwide
Overseas Warehousing Capability and Facility
High level of quality and commitment to continuous improvement

PLANT LOCATION
 2.1. Introduction to Organization
About Company:-

IMPERIAL AUTO INDUSTRIES LIMITED is an Indian fluid transmission product

manufacturer headquartered in Faridabad, India. Imperial Auto is the largest integrated
manufacturer of the fluid transmission products in India. The company has about 14 dedicated
manufacturing plants with over 5,000 employees and a group turnover of above US $200
million.The company has been awarded many times for the quality-driven products by industry
leaders such as Maruti Suzuki, Toyota, John Deere, Hyundai Motor Company etc.
In Automotive world Imperial Auto is known as IAI. It is driven in the guidance of MD &
Chairman Mr. S.B. Sardana and Mr. Jagjit Singh respectively.
Imperial Auto started its North American Assembly Operations in 2012. Located in Indianapolis
- This serves as a hub for Imperial Auto's North and South American Automotive and Truck
Customers.

Established in the year 1969

Largest Integrated manufacturer of Fluid Transmission
Products (FTPs)
Eight dedicated manufacturing / assembly plants
Multi location manufacturing facilities having diversified product
portfolio
Expected to cross Group Turnover of US $ 155 Million (Rs. 700
Crores) by FY 2010-11
3000 employees
 ISO / TS 16949:2009 & ISO 14001:2004 certified company
Strategic and Technical Alliances with Major International Players in the Industry
Global Presence and Scale
Major supplier to most leading OEMs worldwide
Overseas Warehousing Capability and Facility
High level of quality and commitment to continuous improvement
2.3. Organizational Process Chart
2.2 Organizational Chart
 Chapter-3 Research Methodology
3.1 Outline of research
3.2 Literature of Review
3.3 Problem Statement
3.4 Hypothesis
3.5 Research design
3.6 Data Collection
3.7 Sampling Design
3.8 Statistical Methods
Chapter-4 Theoretical Concept
4.1.
4.2.
4.3.
Chapter-5 Data Analysis & Interpretation
 Chapter-6
6.1. Findings
6.2. Recommendations
6.3. Conclusion
6.4. Limitations of the Study
6.1 Findings (Learning by Student)
6.2 Recommendations (Contribution to the Organization)
6.3. Conclusion
6.4. Limitations of the Study
Bibliography
Webliography
Annexures