BRCM College of Business Administration

Structure of the marketing department

Batliboi Ltd. Udhna, Surat.

BRCM College of Business Administration

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Batliboi Ltd. Udhna, Surat.

BRCM College of Business Administration

Types & classification of product

Batliboi is having mainly two types of classification

General purpose machine

Redial drill machine
Milling machines
CNC machine
Vertical machine centers
Turning centers

Products and services

The activities of business groups are to manufacture or market different product lines:
Batliboi machine group
Machine tools, Udhna(MTU)

Products manufacture and marketed:

Conditional milling machines-vertical, horizontal and universal.
CNC milling machines.
Horizontal machining center.
Redial drilling machines-conventional & CNC.
CNC turning centers.
Conventional and CNC special purpose machines-universal portable drilling
machines.
Vertical machine center-own design.
Universal pattern milling machine
Bed type vertical milling machine

Machine tools distribution (MTT)

Product marketed:

Co-ordinate drilling machine with NC controls.

CNC copy milling machines.
Bed and floor type horizontal boring and milling machines with NC controls
Machining centers/turning centers.
Jig boring machines
Gear cutting machines
Lathes and CC turning centers.
Batliboi Ltd. Udhna, Surat.

BRCM College of Business Administration

Internal and cylindrical grinding machine and sideway grinding machines with
NC controls
Slotting machine
metal forming machines for forging
sheet metal working machines
roll grinding machines
special purpose machines

Batliboi textile air engineering group

Product manufacturing at Udhna (Surat)-ISO_9001 certified and marketed.

Central air washer equipment

Semi central units
Axial flow fans
Rotary air filters
Rotary water filters
Static filters
Aerofoil dampers
Waste recovery equipment
Automatic control equipment
Central monitoring system
Electronic automatic control equipment for textile air conditioning
Waste recovery and conditioning equipment for textile processing

Batliboi textile machinery group

Product marketed
Open and spinning machines
Electronic hank to cone winders
Embroidery machines
Rotary/flat bed printing machines
Dying machines
Rotor spinning machines
Two for one twister for filaments
Hank reeling machines
Hank to cone winder
General purpose winding machines
Knit machinery division

Circular knitting machines

Batliboi Ltd. Udhna, Surat.

BRCM College of Business Administration

Silver knitting and braiding machines

Flat knitting
Finishing machines for knit fabrics-dyeing machines
Inspection machines

Air conditioning and refrigeration group

Product manufactured and marketed:

Semi-hermetic and type compressors in compliance with ISO-9002 standards.

Wide range of package air conditioners including
Due table split air conditioners a BATLIBOI specialty
Shell and tube high efficiency chillers
Air-cooled /water cooler roof- top factory built chillers
The business group undertakes total system engineering and execution of turnkey
projects for air-conditioning refrigeration in wide range of application like:
High rise building
Board casting studios
Computer rooms
Clean rooms
Hotels
Hospitals
Power plants
Steel plants
Petrochemicals
Chemical industries
Food processing
Pharmaceuticals

Batliboi environment engineering LTD

The company undertakes turnkey projects involving system design. Detail
engineering, education and commissioning for Liquid pollution control division.

Turnkey water treatment plants

Turnkey sewage treatment plants
Turnkey water reclamation plants
Turnkey tertiary treatment plants
Operation and maintenance of plants
Manual bar screened
Aerators
Clarifiers
Agitators
Digesters
Batliboi Ltd. Udhna, Surat.

BRCM College of Business Administration

Mechanical dewatering system

Thickeners
Clariflocclators
Flash mixers
Pressure filters
Gravity filters

Air pollution control division

o Wet system
Cyclonic scrubbers
Spray towers
Impingement scrubbers
Packed bed scrubbers
Venture scrubbers
o Dry system
Bag filters
Cyclones
Multilane
Reserve air bag houses
Electrostatic precipitators
o Trunkey projects
Pollution control system

Details of competitors

Globalization is increase day by day, so the company has to face challenging competition from
different market over the world. Major competitors of Batliboi are as under:
General purpose machine

Hindustan machine tools

Bharat fritz Werner
Batliboi Ltd. Udhna, Surat.

BRCM College of Business Administration

Laxmi machine works

CNC machine

ACE designers
Laxmi machine works
Jyoti
Bharat fritz Werner
Cosmos
Gujarat lathe manufacturing
HMT machine tools
HASS
PMT machine tools
Mac power
BFW

Customer segmentation & target marketing

Two wheeler & four wheeler manufacturing unit

Auto component manufacturing unit
Government defense sector
Government institute & educational institute
Private job workers
Corporate for tool rooms

Unique features of various products

CNC vertical machine center:

Batliboi Ltd. Udhna, Surat.

BRCM College of Business Administration

Features
Excellent Static and dynamic rigidity with bed type configuration
High speed precision milling & boring spindle
Power tool clamping
No hydraulics
Close Loop Pneumatic counter balance for spindle head carrier
Specification
Details
Traverse X
Y
Z
Work Table
Spindle Power
Spindle Speed
Spindle Taper
Rapid Rate
Auto Tool Changer
Control System

Units
mm
mm
mm
mm
kW
rpm
m / min
-

Description
762
510
510
950 x 520
5.5 / 7.5
60 - 6,000
BT 40
20
21 Tool Linear ATC
Fanuc 0i - MC

CNC Turning center:

Features

Batliboi Ltd. Udhna, Surat.

BRCM College of Business Administration

Linear motion guide ways for X & Y axis.

60 degree slant angle bed
Single piece bed & base
Top loading of job
Plug n & start concept, there are no connections at site.
Compact less floor space with all items hydraulics power pack, electrical
cabinet etc machine mounted.
Coolant tank integral part of machine base
Simplified AC spindle motor mounting for maintenance.

Specification
Details
Swing over Bed
Turning Die
Turning Length
Spindle Speed
Spindle Motor
Z axis stroke
X axis Stroke
Maximum No of Tools in Turret
Rapid Traverse

Units
mm
mm
mm
rpm
kW
mm
mm
nos
m/min

Quick drill Bridge Drilling Machine:

Batliboi Ltd. Udhna, Surat.

Description
400
225
300
50-5,000
5.5 / 7.5
325
125
8
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BRCM College of Business Administration

Features
Siemens 802D or Fanuc 0i-MD
High Pressure Through Tool Coolant
Chip Conveyors
Tool Changer
Full Enclosure

Specification
Details
X-axis Travel
Y-axis Travel
Distance Between Columns
Z-axis stroke (Spindle)
Spindle Speeds
Main Spindle Power

Units
mm
mm
mm
mm
rpm
KW

Batliboi Ltd. Udhna, Surat.

Description
1200 - 3000 maximum
1200 - 3000 maximum
2000 - 3750 maximum
500
3000
22/26

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BRCM College of Business Administration

Vertical bed type milling machine:

Specification

Details
Details
Table Size
Traverses:
Longitudinal(Table)
Cross(Table)
Vertical(Head)
Spindle Speed
Spindle Power

Units
Units
mm
mm
mm
mm
RPM
KW

Batliboi Ltd. Udhna, Surat.

Description
Descriptions
1470 x 630
1200
700
600
45 - 2000
5.5

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BRCM College of Business Administration

Universal bed milling machine:

Specification

Details
Details
Table Size
Traverses:
Longitudinal(Table)
Cross(Table)
Vertical(Head)
Circular Movement of Table
Swivel of Milling Head on either side
Spindle Power

Units
Units
mm
mm
mm
mm
KW

Batliboi Ltd. Udhna, Surat.

Description
Descriptions
1200 x 700
1400
900
700
360
45
2.5/3

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BRCM College of Business Administration

Portable redial drilling machine with universal head:

Features

Remote control of all machine functions including elevating, traversing, tilting

and sleeve locking operations from pendant panel
Remote control of fine adjustment of spindle head in vertical, horizontal and
oblique direction
Easy control of all machine functions from various position
Rapid traverse for the traversing and elevation of arms
Rapid traverse for column on bed
Wide range of spindle speeds and feeds
Depth drilling to positive stop
Extra rigid spindle ensures a smooth run and high quality of all drilling
operations
Perfectly rigid machine for site drilling
Dependable lock unit in arm elevating mechanism
Up-to-date conception of machine ensures safety of operation during the work
Simple operation of machine

Batliboi Ltd. Udhna, Surat.

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BRCM College of Business Administration

Distribution Network

Batliboi Company believes in direct marketing for their products. Direct marketing is the use of
consumer-direct channel in reach and deliverance of goods and services to customers without
using marketing intermediaries. These channels include direct mail, catalogs, web-sites and road
shows. Company sells its product through sales representative and he is responsible for the
payment of the product and collection of payment. Direct marketers seek a measurable response,
typically a customers order. These representatives also build long term relationship with the
customers. Direct marketing is one of the fastest market growing avenues for serving customers.
More and more business marketers have turn to direct mail and telemarketing in response to the
high and increasing cost of reaching business markets through sales force. Direct marketing
benefits customer in many ways. It saves time and introduces consumer to a larger selection of
products. They can do comparative purchasing by browsing through mail, catalog and online
sales / purchasing or service. They can order goods for themselves or others. Direct marketing
can buy a mailing list containing the names of and personalize messages. Direct marketing can
build the continuous relationship with each customer. Direct marketing can be timed to reach
prospects at the right moments and reach individual prospect and customer through mail, catalog,
marketing and other direct marketing response media etc. the chart of the direct marketing is
below:

Batliboi Ltd. Udhna, Surat.

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BRCM College of Business Administration

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Batliboi Ltd. Udhna, Surat.

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BRCM College of Business Administration

Sales procedure
Sales procedures are started from the inquires. Inquiries are generated by marketing
office by various locations. Based on the requirement of customers, they refer the inquiry
to Udhna. Udhna prepares orders based on cost of manufacturing and the requirement of
parts by customer in the product and submit it to customer. After that order is finalized by
authoritative person and sent to it customer. Deal is negotiated. Then order is sent to
Udhna for necessary order execution. After the machines are ready. Customers are
informed the date when the product will be ready. Based on the dates customer departs
their inspector. After inspection customer make payment on the basis of terms and
conditions, then the machine is sent to the customers.

Generate the inquiries

Submission of offer
Negotiation & finalization of
product
Order
Inspection

Payment
Dispatch

Batliboi Ltd. Udhna, Surat.

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BRCM College of Business Administration

Study of generic level competition

Production capacity:
Name of the company

March08

March09

March10

March11

Batliboi machine tools

0.63

0.63

0.63

0.63

HMT

0.98

0.80

0.88

0.9

Laxmi machine works

0.6

0.6

0.9

0.9

HMT has been a major player in the machine tools manufacturing since 1953 initiated by
government of India. The company has progressed over the year and has 42% more capacity than
Batliboi. Batliboi has had a consistent capacity from 60% to 90%. A capacity increase suggests
that the products demand has increased
Name of company

March08

March09

March10

March11

Batliboi machine tools

0.25

0.34

0.47

0.50

HMT

0.56

0.59

0.59

0.65

Laxmi machine works

0.55

0.57

0.70

0.68

In the year march11 has made 72% of capacity utilization. LMW has made 75% and Batliboi
has made 81%.

Sales volume

Name of company

March08

March09

March10

March11

Batliboi machine tools

24.28

34.59

53.97

62.92

HMT

125.31

144.33

169.75

175.10

LMW

99.72

104.86

127.63

122.83

Batliboi Ltd. Udhna, Surat.

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BRCM College of Business Administration

The sales value of HMT is highest followed by LMW and Batliboi.

There are a few considerations to be kept in mind comparing companies in mind. HMT is
governments run company so all the other government run companies purchase machine tools
from this company only. It does not provide after sale service either. Its sales lie in purchase by
other government manufacturing companies only.
LMW on the other hand is a private company with a strong presence in the CNC machines and
machining centers. The company has a strong brand name and a repeat as well as a large
customer base. It has many customers and various service centers throughout India to cater to the
maintenance and after sales service needs. It has 18 branches for this purpose. This company is a
very strong competitor to the Batliboi ltd.
Batliboi gets customers because it has a lower price compared to its customers of its products.
Moreover, the company has very strong after sales service centers across India. There are 16
branches for the purpose of servicing.

Batliboi Ltd. Udhna, Surat.

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BRCM College of Business Administration

Forecasting & sales plan preparation

It is made based on market feedback. It is also base on government policy & customer demand.

Pricing Policy
BATLIBOI Company uses the very easy understanding pricing policies for their
products. Company set a price for the first when it develops new product. When it introduces its
regular product into a new distribution channels or geographical area. And when it enters bid on
new contract work. Its the company decides where to position its product on quality and price.
In short prices are decided by market based on competitors prices and features of
product/machine.
Six step for pricing policies :
1. Selecting the prizing policy:
Survival
Maximum current profit
Maximum market share
Maximum market skimming
Product-quality leadership
Other objective
2. Determining demand:
Price sensitivity
Estimating demand curves
Price elasticity of demand
3. Estimating costs
Types of costs
Level of production
Target costing
4. Analyzing competitors cost prize and offers
5. Selecting a pricing method
Value pricing
Going rate pricing
6. Selecting the final price
Impact on other marketing activities
Company pricing policy
Gain and risk sharing pricing
Impact of price on other parties
Adapting the price:

Batliboi Ltd. Udhna, Surat.

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BRCM College of Business Administration

Company does their pricing in variety of ways. Even here, top management see general
pricing objective and policies and do often approve the process proposed by lower level
management. In company where pricing is a key factor, company will often establish a pricing
department to set or assist others in determining appropriate prices. This department report to the
marketing department, finance department, top department.
Company usually do not set a single price, but rather a pricing structure that reflects variation in
geographical demand and costs , market segment requirement ,purchase timing, order levels
,delivery frequencies , guarantees , service contract and other factors.
As a result of discount allowances and promotional support company rarely realize the same
profit from each unit of a product that is selling.

Promotion and Advertising policy

New products are developed/features of the old products are enhanced and
are exhibited at machine tool exhibitions.
BATLIBOI COMPANY LTD handles promotional activities in different ways .Sometimes in the
sales or marketing department, who works with an advertising agency, handles promotional
activities. Company often set up its own department, whose manager report to the vice president
of marketing. The departments job is to propose a budget, develop strategy, approve ads and
handle direct mail advertising.

In developing promotional activities program, marketing manager must always start by

identifying the targets market and buyers motives. Promotional activities are as follows:
1) Participation in exhibition:Company regularly takes part in trade show or exhibition to aware the industrial customer
about their new project and new technology introduce in machine.

2) Local advertising:Batliboi Ltd. Udhna, Surat.

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BRCM College of Business Administration

Company gives advertisement of their product in the newspaper or in the business today
magazines.
3) Continuously contact with customer:Company always makes continuously contact with their customer, so that any quarries
are there, they help their customer and get new requirement of customer.
4) Geographical industry development inquiry:Companys personnel do more leg work to find out geographically demand for their
product and always try to find new market, so to increase the sales and increase their
customers.
5) Maximum leg works:Marketing department manager and top management always give more attention to find
the new areas for market. Marketing manager to more legwork to find new market for
their product and new customer.
6) Attracting customer through websites:Company provides detailed information of their products on the websites so that
customer situated outside the India will get the information regarding companys product;
its utility, its features and alike. They can do this whole procedure within a minute
without paying for traveling and telephone.
In short, new products are developed / features of the old products are enhanced and are
exhibited at various machine tool exhibition.

Taxes applicable on sale activity

During the sale activities, two types of taxes are applicable.
1. Sales tax
Batliboi Ltd. Udhna, Surat.

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BRCM College of Business Administration

Sales tax is a tax, change on the sale or purchase of products. There are two kinds of sales
tax that is central sales tax, imposed by each state.
Central sales tax is generally payable on the sale of all goods by a dealer in the course of
inter-state trade or commerce or, outside a state or, in the course of import into or, export
from India.
Sales tax is payable to the sales tax authority in the state from which the movement of
products commerce. It is to be paid by every dealer on the sales of any goods affected by
him in the course of inter-state trade or commerce, notwithstanding that on liability to tax
on the sale of products arises under the tax laws of the appropriate state.
2. Excise duty
In order to give a broad guide as to classification of goods for the purpose of duty
liability, the central board of excises customs (CBEC) bring out periodically a book
called the Indian customer tariff guide which contains various tariff rulings issued by
the CBEC.
The act also contains detailed provisions for warehousing of the imported goods and
manufacture of goods is also possible in the warehouses.
Central excise revenue is the biggest single source of revenue for the government of
India.
The union government tries to achieve different socio-economic objectives by making
suitable adjustments in the scope and quantum of levy of central excise duty. The scheme
of central excise levy is suitably adapted and modified to serve different purposes of price
control, sufficient supply of essential commodities, industrial growth, and promotion of
small scale industries and like authority for collecting the central excise duty.

Study of control system & reporting system designed for sales

employees working in field
Control system is a device or set of devices to manage, command, direct or regulate the behavior
of other devices or system.
There are two common classes of control system, with many variations & combinations:
Logic or sequential controls & feedback or linear controls.
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BRCM College of Business Administration

There is also fuzzy logic, which attempts to combine some of the design simplicity of logic with
the utility of linear control. Some devices or systems are inherently not controllable.
The term control system may be applied to the essentially manual controls that allow an
operator to, for example close and open a hydraulic press, where the logic requires that it cannot
be moved unless logic requires that it cannot be moved unless safety guards are in place.
An automatic sequential control system may trigger a series of mechanical actuators in the
correct sequence to perform a task. For example various electric and pneumatic transducers may
fold it with product and then seal it in an automatic packaging machine.
Daily reports on customer visited are sent by all fields sales person. They have been given target
for their monthly customer visited based on location.

Different reports generated in marketing department

There are two types of reports are generated in marketing department based on regular period.
1.

2.

Monthly report
Projection of booking for the month.
Projection of billing for the month.
Projection of collection for the month.
Quarterly report
Competitors information.
Production for next quarter booking & billing.

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