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Project Report
On
ASSENT GROUP
Pune
By
Submitted to
University of Pune
1
Master of Marketing Management
(MMM)
Through
Index
1 Executive Summary 1
2 Company Profile 5
3 Objectives of study 13
4 Research Methodology 15
5 Data Analysis
22
6 Findings 45
7 Limitations 47
2
8 Suggestions 49
9 Conclusion 51
10 Questionnaire 53
11 Bibliography 54
List of Tables
5. Turnover of Manufacturer.
7. Nature of Suppliers.
8. Turnover of Suppliers.
3
11. Turnover of Traders.
EXECUTIVE SUMMARY
4
EXECUTIVE SUMMERY……...
I would like to brief-up the relationship that prevailed and will last a long between such an
esteemed organization ASSENT GROUP and me. No doubt doing the training in such a
reputed organization was very good experience which could help me to flourish with a
The organization provide me with a gamut of industrial knowledge and in relation, I also
left no stone unturned to accomplish the task assigned to me while watching the flashback
of fast 60 days, I am able to reveal a pertinent fact that this forward looking growth
oriented organization has made me enriched with all that stuff which could probably lead
get on field experience. From this project I can experienced that Research is the process of
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systematic & in-depth study or search for any particular topic, subject or area of
details or data.
Survey method is the research method which we used for this Market Research for getting
information of all industrial area. A special survey team is formed along with a Team
Leader according to the requirement of the industrial area. Assent group helps me to
develop Questionnaire because Questionnaire is the basic input for any survey. Team
work with Assent Group & me come to know the expectations of the organization from
my team. This efforts result in having a multi dimensions Questionnaire. Alone with this
we made one Suggestion form also for getting the suggestions or opinions of the
Industrialists.
The questionnaire, we prepare contains questions which focused on factors like Nature of
Industry, Import, Export, Turnover, Scale of Industry etc. which gives detail information
I worked as a Team Leader for the survey team. The basic work of the Team Leader is to
solve the problems of surveyor, having proper coordination with surveyor & Coordinator
Market Research ultimately getting work done with the surveyor. The nature of work of
Surveyor is very simple, Team members (surveyors) have take the appointment of the
Industrialist then having close interaction between them. During this the surveyor
supposed to fill the given questionnaire & get suggestions & opinion about the document
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But while doing this we have one problem all the time i.e. It is not possible to have
appointment with the Industrialist all the time, that time the surveyor supposed to have
interview with the authorized person & get the required information & fill given
questionnaire.
Sometimes surveyor gets negative feedback from the industrialist or the contact person,
but another one industrialist which gives positive response to him encourages & boost up
Reporting to the Coordinator (Market Research), every day teach me the value of
While doing this project I collect lot of industrial information, from which I come to know
the contribution of manufacturer, traders, supplier etc in Industrial area. Because of this I
can compare Pune & Aurangabad region’s Industrial areas current situation.
I can say that this experience with Assent R&D P. Ltd teach me lot of things which will be
7
COMPANY PROFILE
8
The Past…………..
Assent group is an advertising agency located in Pune. Assent group provides total
advertising solutions to their clients. it has seven years advertising experience. Assent group is
formed by Mr. Rahul Amrutkar on 10th May 2000. Specialty of this is he started this business
with capital of Rs. 269 but today nearly its turnover around Rs. 1.25 Cr.
Today Assent Group is working all over Maharashtra. It has seven branch offices in major cities
of Maharashtra. The branch offices are in Mumbai, Pune, Nashik, Aurangabad, Kolhapur,
Philosophy………
No assignment is worthless.
Because we believe that every time Our clients give us an assignment to handle…..
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Milestones………..
2000 In 2000 company started as named Samarth publications with capital of Rs.269 & the
2002 Participation in organizing Exhibitions & Sales Promotional Activities. Turnover was
Rs. 1500000.
2004 Tie up with the MIDC & get contract to make a industrial info Guide for Pune
2006 Get contract for industrial directory for all over Maharashtra & converted in to
2007………………
Company Outline………….
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Assent Group which is one of the emerging advertising consultancy, serving their clients by
providing total advertisement solution. Assent Group believes that every time client gives an
assignment to handle of one new opportunity to get more experience & constantly becoming
hardcore expertise. Following are some of the activities which Assent carried out.
Exhibitions & Events are becoming more famous & effective as per the companies
advertising & sales promotion activities. Exhibition can attract customers easily. That is why
proper promotional activities are needed in the exhibition hall. In the Event, firm is already
investing so much money, for proper utilization & result a professional view is needed. Assent
group provide this service to their client with the extra modern & always in new look.
R&D……………
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R&D is the joint venture of the MIDC (Maharashtra Industrial Development Corporation) &
Assent Group. R&D is a unique Industrial Info-Guide that provide the information of all the
MIDC areas, How to get Plot, water connection, electricity connection in MIDC areas. In this we
will find Company name address, Tel. No., Raw material & product of a unit. In short it is the
much needed guide for every person who is connected with the industries.
Assent group has its corporate office at Pune. All the major operations are planed, organized,
directed & controlled from the Head office. Assent Group is working all over the Maharashtra.
MIDC has seven major zones all over Maharashtra, to work properly & effectively Assent group
also started it’s operations in these cities. It has branch offices in following cities.
1. Pune 2. Mumbai
3. Nashik 4. Aurangabad
5. Nagpur 6. Kolhapur
7. Kokan
Features of R&D…..……….
12
1. Brief MIDC information.
VISION…………..
MIDC in Maharashtra
MISSION………….
13
5. To help the Industrial & Commercial sector in tapping higher
income.
QUALITY POLICY…………….
1. Time Management.
PRODUCT…………….
2. Product Catalogues.
4. Event Management.
NEW PROJECT…………
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Assent Group reaches one more milestone. Another firm of Assent Group is going to be
beginning for a specialized advertisement solution. The firm will be known as Assent Media &
CIRCULATION STATERGY……………
2. Advertisers.
6. Through private book stalls and also available at various air ports.
COMPITITOR……………..
15
ORGANISATION CHART……………
CEO
Head
16
Asst Sales Manager Co-ordinator
Executives Surveyors
Subordinates
OBJECTIVES
17
OBJECTIVE………….
The objective of my project was to provide an updated, real time, detailed & genuine information
for an Industrial Info guide “R&D”. My secondary objectives were to have maximum touch up
Provide authentic & real time data base for making of an Industrial Info Guide.
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RESEARCH
METHODOLOGY
19
RESEARCH METHODOLOGY…………….
Market Research…………..
Market research is a part of marketing research. Its starts from taking the decision of any
particular ideas & sum up to taking the decision for production of selecting best alternatives
among the available option. Market research is broader in scope & examines all aspects of a
regulation, economic trends, technological advances & numerous other factors that make up the
business environment. Sometimes the term refer more particularly to the financial analysis of
How to collect certain information about your customers, market and competitors? This
information tells you about your potential market, prices, trends, competition, target customer, its
preferences, income, habits, accessibility, convenient time and plans. This information should be
accurate, and reliable to help you make the right business decision. The process of collecting,
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organizing, analyzing, interpreting and utilizing specific information for the purpose of making
Types of Data……………
1) Primary data
2) Secondary Data
1) Primary Data……..
The primary data are those which are collected fresh & for the first time & thus happen to
be original in character. Such data are published by authorities who themselves are responsible
2) Secondary Data………
The secondary data are those which have already been collected by some other agency & which
have previously been collected by some organization to satisfy it’s own need but it is being used
21
Methods for collecting Primary Data………..
Research Instrument:
Structured Questionnaire
There are various method of sample design are available but conducted this Survey we select
According to this method a questionnaire is contain questions which are asked by the
Surveyor to the Respondents. A special & related question format is prepared for this.
For getting maximum, up-to-date & genuine data a special questionnaire is the basic requirement
for this research. Assent group helps me to develop this Questionnaire. Because of this team
work I come to know, the expectations of the organization. This efforts result in having a multi
dimensions Questionnaire. Alone with this one Suggestion form is also prepare for getting the
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Field Work………….
The fieldwork conducted for a period of 60 days in Pune & Aurangabad region.
Sample Targeted……………...
A. PUNE REGION
a. Pune:-
b. Ahmednager :-
1. Nagapur MIDC
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2. Rahuri Mini MIDC
3. Shirampur MIDC
4. Sangamner MIDC
c. AURANGABAD REGION………
1. Waluj MIDC.
2. Shendra MIDC.
3. Chikhalthana MIDC.
4. Aurangabad MIDC.
5. Paithan MIDC.
6. Jalna MIDC.
7. Beed MIDC.
8. Parbhani MIDC.
9. Nanded MIDC.
24
11. Latur MIDC.
DATA ANALYSIS
25
Table A. Table Showing Contribution of Different Industries in
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OBSERVATION…………
Pune & Aurangabad regions are having different characteristics. In Aurangabad region basic
facilities which an industrial sector requires are insufficient. Pune region is the highly developed
industrial area of Maharashtra. Cooperative Industrial Estates in Pune region are more in
numbers. Aurangabad region have cooperative industrial estate which we can count on fingers.
From the above collected data we can easily come to know the contribution of each Business
Here we find nearly same numbers of units in Manufacturing sector& trading sector.
In Rest of all sectors I find variations between Aurangabad & Pune region.
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0- 1- 10- 50- 100-
Job LS 1Cr 10Cr 50Cr 100Cr 400Cr 400-&
Region Mfg. Export Import work SSI SME I . . . . . Above Advt.
51
A'bad 615 59 33 51 1 37 16 434 129 23 9 14 3 50
59
Pune 662 67 36 25 3 30 14 476 127 36 11 10 6 21
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OBSERVATION…………
The numbers of manufacturer of the Pune & Aurangabad are nearly same but their characteristics
are different. Small Scale Industries are more in Pune region. Both the region have maximum
manufacturer in the SSI segment. The average turnover of both regions is between Rs. 0-1Cr. In
Pune region especially Pune, maximum units are Engineering Based. In Aurangabad region
Waluj & Chikhalthana are the major MIDC area. These are having different manufacturing
Job
Region Mfg. Work SSI SME LSI
Aurangabad 615 51 511 37 16
Pune 662 25 593 30 14
29
OBSERVATION……….
Nature of Manufacturer is depends upon the scale & size of the industry. The types of natures of
manufacturer are Job work, SSI Unit, small and medium scale & large scale Unit.
Nature of the manufacturers in the Pune & Aurangabad is not having so much difference. Both
the MIDC areas have SSI as major Industries. The number of Big Scale Units as well as Medium
From this we can assume that, in every MIDC area SSI units are sharing major area. These units
are an ancillary unit for the Large Scale Unit of that region.
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OBSERVATION………..
The study of Import & Export of the industries is very important because this influence National
Import means getting raw material from the other country & Export does mean selling product to
the other country. That why it contain inter country money exchange.
In both the region only 10% of the industries perform the Export activity. Only 5% unit of
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OBSERVATION…………
The Turnover of the manufacturer shows their nature & scale. Average turnover of the both the
MIDC areas is up to Rs. 1 Cr. Big player like Kirloskar Oil, L&T, Crompton Greaves, Sun
Pharma, Japha India Ltd. & Cummins generators has turnover above Rs. 400 Cr., Which are in
In the Aurangabad big bulls like Bajaj auto, Baxter, SKOL Braveries, Endurance Technology,
Sterlite Optical, Orchid Chemicals, Goodyear, Skoda, Mhyco seeds etc having turnover above
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Graph No: 2.1. Graph Showing Supplier in Industrial Areas.
OBSERVATION…………
Above graph indicates that status of the Suppliers in the Industrial areas. Graph indicated the
supplier in the Aurangabad is more than in Pune MIDC area. Job work units are working as
Maximum Suppliers are comes under the Small Scale Industries & have their turnover up to Rs.
1 Cr. Suppliers are very much interested in doing advertisements in the MIDC & cooperative
industrial area.
Job SS
Region Suppliers work I SME LSI
Aurangabad 78 21 54 1 2
Pune 58 2 55 1 0
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OBSERVATION………..
Nature of Supplier is depends upon the scale & size of the industry/firm. The types of natures of
Suppliers are Job work, Small Scale Unit, small and medium scale & large scale Unit.
Nature of the Suppliers in the Pune & Aurangabad is having some difference. Both the MIDC
areas have SSI as major Industrial nature segment. The no. of Big Scale Units as well as Medium
From this we can assume that, in every MIDC area SSI units are sharing major area. These units
are an ancillary unit for the Large Scale Unit of that region. Suppliers provide raw material,
0-
1 1- 10- 50- 100- 400.
Cr 10Cr 50Cr 100C 400Cr &
Region Supplier . . . r . Above
Aurangabad 78 70 4 2 0 1 1
Pune 58 50 7 0 1 0 0
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OBSERVATION………..
The Turnover of the Suppliers shows their nature & scale. Average turnover of Suppliers of the
both the MIDC areas is up to Rs. 1 Cr. SSI & Job Work units are the ancillary units of the Big
In Aurangabad, Maximum suppliers supply their product to the Bajaj Auto, Orchid Chemical,
In Pune, Maximum suppliers supply their product to the L&T, Crompton Greaves, Sun Pharma,
Japha etc.
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0- 1- 10- 50- 100-
Regio Job SS LS 1Cr 10C 50Cr 100C 400C 400Cr&
n Trader Export Import work I SME I . r . r r Above Advt.
A'bad 33 0 0 5 26 2 0 30 3 0 0 0 0 4
Pune 30 1 1 0 30 0 0 24 4 1 1 0 0 5
OBSERVATION…………
These people can be called as Supplier. They supply something to the industries. This segment
comes under the B2B market. The commersial area of the MIDC is reserve for these peole but
For the above graph & the table we can identify the shares of each Trader in given criteria. We
can easily see that the maximum Traders comes under SSI unit & having turnover up to Rs. 1 Cr.
Machine Tools Traders, Transporter & traders are the best examples for the Trader. These are
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Trader Job SS
Region s work I SME LSI
Aurangabad 33 5 26 2 0
Pune 30 0 30 0 0
OBSERVATION…………..
Traders are not having very big geographic market that is why their business is restricted. It
causes nearly all the Traders are comes into the SSI units. Above statement is becomes true when
we observe above graph & table. Neary 90% to 100% of Traders comes into Small Scale Units.
In the Pune region we find that all the Traders comes under the Small Scale Unit but in
Aurangabad region we find some of the Traders are also does Job Work. But we can say that
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50- 100- 400Cr.
Trader 0-1 10- 100Cr 400C &
Region s Cr. 1-10Cr. 50Cr. . r Above
Aurangabad 33 30 2 0 0 0 0
Pune 30 24 4 1 1 0 0
OBSERVATION……………
Traders having very small are of trading. All the Traders are comes into the SSI units. Above
Graph No: 3.2 shows that neary 90% to 100% of Traders comes into Small Scale Units.
In the Pune region we find that some of the Traders have turnover above Rs 1 Cr. to Rs. 100 Cr.
but in Aurangabad region we Find some of the Traders are reached Rs10Cr. maximum. Nearly
But we can say that Turnover of all Traders is Similler i.e. up to Rs. 1 Cr
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0- 1- 10- 50- 100-
Job Job LS 1Cr 10C 50Cr 100C 400C 400 &
Region Work Export Import work SSI SME I . r . r r Above Advt.
A'bad 126 0 0 86 40 1 0 119 7 0 0 0 0 8
15
Pune 205 2 1 53 1 1 0 190 12 1 1 25
OBSERVATION…………….
Job works are the ancillary units, which supply their product to the Small & medium & Large
scale Industry. Some job work units get raw material from their customer & process on that
material then supply to customer. Job work units are in SSI nature, it is very rare to have any
SME unit in Job work industry. It causes, the turnover is below Rs. 10 Cr. Job work unit
From the above graph we can see the current senario of Job work units.
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Job Job
Region Work work SSI SME LSI
Aurangabad 126 86 40 0 0
Pune 205 53 151 1 0
OBSERVATION……………
Job work units generally refer engineering field. All the job work units are based on engineering
operations.
Pune region MIDC area is especially developed for engineering based industries & Aurangabad
region MIDC area is not developed for any especial industries, we can see different types of
Job work units are Small in nature. Job work & Small Scale are the areas in which the Job work
unit does have contribution. Hardly any plant comes under SME or LSI.
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50- 100- 400Cr.
Job 0-1 1- 10- 100C 400C &
Region Work Cr. 10Cr. 50Cr. r r Above
Aurangabad 126 119 7 0 0 0 0
Pune 205 190 12 1 1 0 0
OBSERVATION……………
Job works units supply their product to the Small & medium & Large scale Industry. Some job
work units get only process charges because they get raw material from their customer & process
In both the region, Job work units have turnover between Rs. 0-1 Cr. Some of the Job work units
have good turnover. Their turnover is between Rs. 1 Cr. to Rs. 10 Cr.
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0- 1- 10- 50- 100-
Service Job SS LS 1Cr 10C 50Cr 100C 400C 400 &
Region Provider Export Import work I SME I . r . r r Above Advt.
A'bad 27 0 0 7 17 3 0 23 3 1 0 0 0 4
A'nage
r 19 0 0 0 19 0 0 15 3 1 0 0 0 4
OBSERVATION…………..
Services like Telephone facility, Electricity, Banking, Hospitals, Lodging, Security, Manpower
supplier are the basic service providers in MIDC areas.In both the MIDC areas we see very
limited Service provider. They are in Small in nature. That is why it is obious to have turnover in
between Rs. 0–1Cr. Service providers also comes into commercial area of the MIDC. These
42
Service Job SS
Region provider work I SME LSI
Aurangabad 27 7 17 3 0
Pune 19 0 19 0 0
OBSERVATION…………..
Service providers are basically Small in nature that is why it is comes under SSI unit.
This field includes Water services, Security services, Banking , Insurance etc. I observe that
these are the factors which are having high influence on the respective industrial area. Because
You just imagine an Industrial area without Bank, Water Supply, Transporters etc.
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Service 100- 400Cr. &
Region provider 0-1 Cr. 1-10Cr. 10-50Cr. 50-100Cr. 400Cr. Above
Aurangabad 27 23 3 1 0 0 0
Pune 19 15 3 1 0 0 0
OBSERVATION………….
As the service providers are comes into SSI their bussiness is also restricted or we can say that
their bussiness has limitations. Above graph shows that the Service Provider of the Aurangabad
Region & Pune Region. As per surevey, maximum service providers has their turnover around
Rs. 1cr.
44
IT 0- 1- 10- 50- 100-
Regio & Job SS LS 1Cr 10C 50Cr 100C 400C 400 &
n BT Export Import work I SME I . r . r r Above Advt.
A'bad 10 1 0 0 9 1 0 9 1 0 0 0 0 2
Pune 7 2 1 0 6 0 1 5 1 1 0 0 0 2
OBSERVATION…………..
IT & BT companies in both zones are near same but there is difference in the their Turnover. We
can easily see that maximum IT & BT companies are Small in nature & as a result their turnover
45
Regio IT & Job
n BT work SSI SME LSI
A'bad 10 0 9 1 0
Pune 7 0 6 1 0
OBSERVATION………………
MIDC is having a special IT park in some industrial areas. We find IT Parks in Pune, Pune &
From the Table & Graph shows, IT & BT companies are attached with Small Scale Industries.
46
IT &
Region BT Don’t Export Import
Aurangabad 10 9 1 0
Pune 7 4 2 1
OBSERVATION…………….
IT Companies are engaged in exporting their product to the other countries. But these are those
companies which are located in backward area that’s why they can not able to get exposure in
international market.
Above data shows the contribution of IT companies on Export & Import part.
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50- 100-
IT & 0-1 1- 10- 100C 400C 400 &
Region BT Cr 10Cr 50Cr r r Above
Aurangabad 10 9 1 0 0 0 0
Pune 7 5 1 1 0 0 0
OBSERVATION ……….
These are those companies which are located in backward area that’s why they can not able to
It is obvious that their turnover is not up to the mark. As per data collected maximum companies
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FINDINGS………
FINDINGS………
49
2. No. of Manufacturer & Trader in both regions are nearly same but other business
activities like Supplier, Job work, Service provider & IT & BT are having variations.
3. Effective execution of time & work can be possible with the proper forecasting &
planning.
4. I find that maximum SSI units supply their products to Big Scale industry of same
industrial area.
policy.
50
LIMITATIONS………….
LIMITATIONS………….
51
2. Some factors like Income Tax, Pollution Control etc. factors influence Survey.
3. Industrialist or Entrepreneurs do not have sufficient time to interact with the Surveyors.
5. Illiteracy is another factor because maximum workers, job workers are illiterate.
52
SUGGESTIONS………….
SUGGESTIONS………….
53
2. Advertisement & promotional activity should be improved.
54
CONCLUSION
CONCLUSION………
region.
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Aurangabad is the only city where major industrial area is located.
Seven MIDC areas are working in Pune District only, where Nine MIDC areas are
Yet Job work units are having their traditional working method.
56
QUESTIONNAIRE
BIBLIOGRAPHY
57
.
BIBLIOGRAPHY
www.google.co.in
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www.assentgroup.org
www.midc.org
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