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A

Study on

HINDALCO Selling Process

Project done at,

Submitted By,

Hindalco Ind. LtdAtul KumarVandana Tower,

Tolstoy Marg,New Delhi

Acknowledgement

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My heartfelt thanks goes to Hindalco industries Ltd., an

Aditya Birla Group, for giving me an opportunity to

learn and complete my training. I thank Hindalco

Industries Ltd. From the bottom of my heart for giving

me a valuable chance to be associated with it.

I extend my sincere thanks & gratitude towards Mr.

Pratik Jha (Territory Manager) who shown Confidence in

me and trained me and make me learn about the

general selling industrial Process. In spite of his busyschedule he spend quality time with me, explaining the

framework of the selling process of the Hindalco

industries.

My special thanks goes to Mr. Anurag Sharma(Regional

head, North zone), for his cooperation and healthy

guidance.

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PREFACE

I have covered my project report under the SELLING

PROCESS of HINDALCO, Rolled Products, which is first

truly MNC of INDIA.

This report has been written in response to

comprehensive study conduced on the DISTRIBUTION

CHANNEL OF HINDALCO INDISTRIES LIMITED. This

report mentions and evaluated the various aspect,

pertaining to the distribution channel of the company.

I am confident that any one who goes through

the report will learn how much be I learn & benefited

during this winter training period.

At

ul Kumar

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HISTORY:-

Aditya Birla Group traces its origin back from the tinyvillage of Pilani in the Rajasthan desert, where Late Shri

seth Shiv Narayan Birla started cotton-trading

operations in 1957. Then one visionary- Late Shri G.D

Birla set up Indias first integrated aluminium

manufacturing unit at Renukoot, in 1962, backed by

captive power plant at Renusagar in 1967.

INTRODUCTION:-

An industry leader in aluminium and copper, Hindalco

Industries Limited, the metals flagship company of the

Aditya Birla Group is the world's largest aluminium

rolling company and one of the biggest producers of

primary aluminium in Asia. Its copper smelter is the

worlds largest custom smelter at a single location.

Established in 1958, we commissioned our aluminiumfacility at Renukoot in eastern Uttar Pradesh, India in

1962. Later acquisitions and mergers, with Indal, BirlaCopper and the Nifty and Mt. Gordon copper mines inAustralia, strengthened our position in value-addedalumina, aluminium and copper product.

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World leader in Aluminium Rolling (19% market

share).

Largest recycler of used aluminium cans.

Primary Aluminium and Copper registered on theLondon Metal Exchange.

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INDUSTRY OVERVIEW

Profile of Aluminium Industry In India

The aluminium industries in India are highlyconcentrated, with just five plants accounting for the

entire production capacity of 7, 02,000 tonnes per

annum.

The per capita consumption of aluminium in India is

only 0.5kg. as against 25kg in USA, 19kg in JAPAN and

10kg in EUROPE. Even the worlds average per capital

consumption is about 10 times of that in India. The

reason of low consumption in the country could be that

consumption pattern of aluminium in India is vastly

different from that of developed countries.

The demand of aluminium is expected to grow about

9% per annum from present consumption levels. This

sector is going through a consolidation phase andexisting producers are in process of enhancing their

production capacity so that demand supply gap

expected in future is bridged. However, in India is a net

exported of alumina and aluminium metal at present.

SAILENT FEATURES OF ALUMINIUM

INDUSTRY

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Highly concentrated industry in the country.

Controlled by two private groups and one public

sector unit. Energy cost is 40% of manufacturing cost for

metal and 30% for rolled products

COST COMPETITIVENESS

Reflected through its strong manufacturing base and

operational efficiencies across the value chain.

QUALITY

Through its versatile range of products serving core

applications for diverse industries; and

GLOBAL REACH

Operations in 5 continents reaching Customers across

more than 50 countries.

SUPER POWER IN PREMIUM METALS

The entry of Novelis into the Aditya Birla Group has

provided a defining competitive edge to Hindalco as aglobal metals player. With its industry-leading assets

and expertise.

Novelis is the only company which able to produce

premium aluminium rolled products on all four

continents where it operates. As the largest producer

of flat rolled aluminium

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products, it ranks as number one in Europe, SouthAmerica and Asia and is the second largest in NorthAmerica.

Hindalco units have the Quality certification of ISO9001, Environment certification of ISO 14001 as alsoOHSAS 18001 for Occupational Health & Safety. Severalunits have adopted the Integrated Management System(IMS) certification, reflecting a combined businessexcellence model.

HINDALCO THROUGH ITS GLOBAL SUBSIDIARY NOVELISOPERATES 32 PLANTS IN 11 COUNTRIES.

PRODUCT PROFILE:-

Mainly Hindalco deals in three types of Products,

1. Primary Products

2.Extrusions

3.Rolled Products

HINDALCOs FLAT ROLLED PRODUCTS

As Indias largest producer of Flat Rolled Products,Hindalcos Aluminium Sheet is produced from its own

cast slabs or

continuous cast coils, rolled down to customized

thickness, gauge and tolerances.

Value added Product offered by Hindalco:-

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Hindalco caters to almost every industry sector viz:-

Packaging

Closure stock for pilfer-proof bottle Caps,Foilstock for foil and packaging industry, andCan-end Stock for beverage cans.

Printing

Lithographic Sheets and Coils for offset printing

plates.

Electrical

LampCap stock ford Tube lights, High

conductivity sheets.

Consumer DurablesCircles for pressure cookers, non-stick

cookware.Roll bond sheets and coils for refrigeration

Industry.

Building and ConstructionColour Coated coils for Aluminium CompositePanels, false ceiling,etc,High Strength andCorrosion Resistant Roofing Sheets in variousProfiles and Colours.

Automobiles

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Auto Radiator Finstock, Heat shield coils, Al-CladSheet and Finstock.

Road Transport

Sheets/Coils for bus/ van body panelling,Chequered/ Pattern Sheets for flooring andpanelling.

Marine

Sheets/ Plates for boats, ships etc.

Defence and Industrial

Strong alloy Sheets and Plates for various

defence and industrial applications.

SELLING PROCESS:-

Mainly there are two types of a selling Process, given

below

1. Direct selling :- It is a process where there is a

direct involvement of a seller and buyer. There are

no mediator in this selling process.

2. Distribution Channel:- It is a process where

there are availability of market intermediaries like

Wholesellers, retailers, stockist etc.

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Industrial selling Process:-

Industrial selling process comparises of direct selling. A

Selling process consists of following steps in Industrialselling Market:-

1. Identification of needs

2. Presentation or, Demonstration

3.Price Negotiation

4. Proper Agreement (offer and acceptance)

5. Product Design/ Product Planning

6.Actual Production

7. Shipping/ Delivery of the manufactured Product

8. Payment Collection

9.Feedback

1. Identification of needs:- It the most

important step in the selling process as it

helps in identifying the customers needs. In

case of Hindalco as what are the productsmanufactured by the concerned company is

being judged and how they can modify their

product according to their need is being done.

2. Presentation or, Demonstration:- This is

one of the P of the marketing process. This

is being done by giving them certain sample.

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3. Price Negotiation:- This is also one of the

Ps of marketing. Pricing is the most important

factor in any of the process as it is the only

factor which brings revenue. The quality of the

product for which hindalco is being known, the

ability to deliver the product at the right time

and the optimal price helps Hindalco in

dominating the customer in the price

negotiation process.

4. Proper Agreement (offer and

acceptance):- This is being done by MOU or

on the stamp paper.

5. Product Design/ Product Planning:- This is

also one P of Marketing Process. This is being

done in the Plant of the Hindalco as according

to the need of the customer. The customer has

to provide details of the required product and

the factory arrange meeting with the

technical persons and manufactures the

product. This is the sample and the customer

checks it whether they are satisfied with the

product or not and if not corrective measures

are being taken.

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6. Actual Production:- After the sample being

okk the plant manufactures the product in the

given quantity.

7. Shipping/ Delivery of the manufactured

Product:- After the production the product is

being delivered to the concerned place

according to the need of the customer.

8. Payment Collection:- Generally In Hindalco

the full payment or some of the part of the

payment is taken in advance and if not the

payment is collected here from the customer.

9. Feedback:- After the sales process completes

here comes the feedback. Feedback is very

necessary as it helps in building future

relationship and it also helps a firm in

improving its product as well as in the

development of the company.

An example of a Selling Model:-

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Customer Service:-

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1. Regular interaction:- It helps in building a healthy

environment.2. CRM :- Helps in making a customer loyal. Here

Hindalco has a unique CRM where there is a

website where the customer and the concerned

selling person sits together online and if the

customer is having any query then it will be solved.

This process also helps a senior executive in

knowing the managerial performance and the

ability of the concerned sales executive.

3. Survey:- Helps in knowing about the current

market scenario.

Observation :-

Industrial marketing is done with proper strategy.

A person needs to have proper market

knowledge and the present situation as it will him

in building strong relationship with the customer

and it will also help him in judging the other

competitors as comparison to his product.

A marketing manager needs to make regular

visits to his client list i.e, the concerned

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industries as they may have various issues and it

will be very much beneficial for both of them i.e,

for the Buyer as well as Seller for the futureprofessional relationship.

Learnings and Findings:-

It has been seen that regular visit to the customer

is necessary as it helps in finding the hidden needs

of the customer.

Regular visits also helps a person in knowing the

customer profile in a better manner.

Feedback is very much necessary as from it we will

know that Whether the customer is satisfied with

the Product or not.

If not then what are corrective measures which

should be undertaken by the company to improve

its product.

Price Negotiation should be done with propermarket knowledge and strategy. So a marketing

manager must have current market information.

Regular visit to the customer is also necessary for

maintaining the balance between Demand and

Supply.

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If any misunderstanding is present there in

between Buyer and Seller then in that case that

can be solved by the mutual understanding by

sitting together.

If any misunderstanding is present there in

between Buyer and Seller then in that case that

can be solved by the mutual understanding by

sitting together.

Submitted by,

Atul Kumar