BHARAT ELECTRONICS LIMITED

A Project Report on Marketing Strategies Analysis BEL Products

A PROJECT REPORT

Marketing strategic analysis BEL PRODUCTSIN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OFBACHELOR OF BUSINESS ADMINISTRATION (B.B.A.)

SUBMITTED TO:

Submitted By:Mr.Gaurav Rawal

Ankur Srivastava(Project Guide)

Roll No:9054550BBA-VI Sem.INSTITUTE OF MANAGEMENT & RESEARCH GHAZIABAD TABLE OF CONTENTS.NOTOPICSPg.NoRemarks

1.Executive Summary6

2.Objective of the Study8

3.Introduction9

4.Bharat Electronics Ltd11 12

5.Financial Year 2006 0713 14

6.History15 18

7.SWOT Analysis19 21

8. BEL & Its Market22 24

9.Marketing Mix25 35

10. Marketing Mix Of BEL GAD36 - 61

11.Findings62

12.Conclusions & Recommendation63

13.Limitations64

14.Bibliography65

CERTIFICATE

It is certified that this project report and project entitled: -

Marketing Strategic Analysis of BEL - GAD (Defence & Commercial).

has been completed by ANKUR SRIVASTAVA a student of Institute of Management & Research (IMR) Ghaziabad in Marketing & Customer Care Department in our concern under our guidance. The period of training was from 3 JULY 2012 to 11 AUGUST,2007 for the partial fulfillment of the award of B.B.ADuring her stay with our association, we found her to be a hardworking, sincere and well mannered.

We wish him all the success in his life.

Shashi Jyoti

(Manager)

(MKTG & CC)

ACKNOWLEDGEMENT

I take this opportunity to express my sincere gratitude towards Ms. Nisha (Training & Placement Officer), Institute of Management & Research (IMR), Ghaziabad for forwarding my training letter to Bharat Electronics, Ghaziabad and also to Shri. Tapas Bose, DGM (H.R.D.), Bharat Electronics, Ghaziabad for accepting my letter and allowing me to complete my training in Bharat Electronics.

I am extremely grateful to Shri. Shashi Jyoti (Manager, MKTG & CC), Bharat Electronics, for permitting me to join MKTG & CC department.

Further I would like to thanks Shri. Gagan Kumar Sangal for his kind help extended to me during the entire period of training.

I would like to express my deep satisfaction & gratitude for all the members of the department for their time to time guidance & help extended during each stage of the project. Finally, I would like to thank each & every member of BEL family for making me feel comfortable & helping me in every possible manner.

PREFACE

With the ongoing revolution in electronics and communication, where innovations are taking at the blink of eye, it is impossible to keep the pace with the emerging trends.

Excellence is an attitude that whole of human race is born with. It is the environment that makes sure that whether the result of this attitude is visible or otherwise. A well planned, properly executed and evaluated industrial training helps a lot in inculcating a professional attitude.

It provides a linkage between the student an industry to develop an awareness of industrial approach to problem solving, based on a broad understanding of process and mode of operation of organization.

During this period, the student gets the real experience for working in the actual Industrial Environment. Most of the theoretical knowledge that has been gained during the course of their studies is put to test here. Apart from this, the student gets an opportunity to learn the latest technology, which immensely helps them in building their career.

I had the opportunity to have a real experience on many ventures, which boosted my sphere of knowledge to great extent. I got a chance to learn many new technologies and was also interfaced to many instruments.

And all this credit goes to organization Bharat Electronics Ltd.

EXECUTIVE SUMMARY

STUDY WHAT IS IT ALL ABOUT?

The project Marketing Strategic Analysis of BEL GAD is a study on the recent trends and development happening in the field of marketing in BEL GAD. This study tells us about the marketing mix of BEL GAD. It gives a brief but a deep insight of the marketing mix of BEL GAD.

The Marketing Strategic Analysis is:-

Combination of marketing elements used in the sale of a particular product is known as marketing mix. The marketing elements center around four distinct functions, sometimes called the Four Ps: product, price, place (of distribution), and promotion. All these functions are considered in planning a marketing strategy, and any one may be enhanced, deducted, or changed in some degree in order to create the strategy necessary to efficiently and effectively sell a product.

NEED OF STUDY

NEED OF STUDYMarketing Strategic Analysis helps to:-

It shapes the role of marketing in all type of organization, both profit and nonprofit.

Marketing managers make numerous decisions based on the various sub elements of the marketing mix, all in an attempt to satisfy the needs and wants of consumers

It is designed in such a way so as to increase the profit of the organization.

It helps in defining the target customers in a more refined manner.

It helps the organization to decide its location, channel partners in such a way so that they best suit its customers.

Thus due to above it is imperative that internal marketing be done efficiently and systematically in order to achieve its purpose and realize the organizational goals and It is in this light above that the study assumes an important dimension as it shows the prevailing practices at the organization.

This study can easily be understood by even a lay man and shall hopefully prove to be helpful in making understand anybody who goes through this study the concept of marketing mix and more importantly how it is pursued at Bharat Electronics Ltd.

This project gives an insight to the marketing mix in BEL GAD.. It also gives a brief history about BEL.

Bharat Electronics Ltd is a defence PSU. It makes radars, sonars etc for Army, Navy & Indian Air Force. It was established in 1954. Earlier their were only three units of BEL but now there are nine units. The main headquarters BEL is at Bangalore. It has recently been awarded the Navratan arcade.

This project contains some more important and relevant information related to BEL and its marketing mix.

OBJECTIVE OF THE STUDY

OBJECTIVE OF THE STUDY

The objective of this project titled

Marketing Strategic Analysis of BEL GAD

Is to give a deep insight of the marketing mix of the organization. This project gives the information regarding their various products of BEL GAD.

.

It also helps me in better understanding the marketing mix concept. During this project I was also able to understand how does marketing mix is actually practiced in an organizationINTRODUCTION TO THE ORGANISATION

Bharat Electronics Ltd.

[ BEL ] has emerged as a leader in the highly advanced and competitive sphere of professional electronics with its commitment to quality, continuous upgradation of technology and innovation as a way of life.

Established in 1954, to meet the specialized electronics needs of the Indian Defence services BEL has grown into a Multi-product, Multi-technology, Multi-unit company services the needs of customers in diverse fields.In this process BEL has set up impressive infrastructure and manufacturing facilities, spread over nine ISO 9001/9002 certified modern production units around the country.

BEL offers products and services from a wide spectrum of fields like Radars, Military Communications, Naval systems, EW systems, Telecommunications, Sound and Vision Broadcasting, Opto Electronics, Tank Electronics, Solar Photovoltaic systems, Information Technology, Software and Electronic Components.

Expertise and skills in the company are used for engineering Radar, Telecom and Satcom networks, providing network solutions on turnkey basis.

Collaborative association with world leaders in the field of Radars and Communications has ensured that the products offered are state-of-art. Multinational company in the field of Electronics are partnering with BEL for outsourcing too, for manufacturing services like assembly / testing of electronic equipment, fabrication of precision mechanical components, packaging of electronic components, manufacture of Opto electronic sub assemblies etc.

Emphasis placed on R&D at BEL is amply demonstrated in the number of highly qualified engineers who form a substantial part of its skilled manpower and a large number of products developed in-house. The Central Research Labs of BEL address futuristic technology development.

Meeting and exceeding the expectations of customers is the quality policy of BEL. In its march towards TQM, BEL has been helped by the spread of quality consciousness into every sphere and every activity.

BEL has been Joint Venture companies with General Electric Medical Systems, USA for X-ray tubes and Multitone, UK, for Paging Systems. BEL also has a wholly owned subsidiary BEL Optronic Devices Limited.

The passionate pursuit of excellence at BEL can be described in three words : Quality, Technology, Innovation.

RADARS AND SONARS

Bharat Electronics manufactures a comprehensive range of Radars for Defence and Civilian applications, like Surveillance, Fire Control, Tracking, Navigation and Air Traffic Control. Customer profile includes Army, Airforce, Navy, Civil aviation and Coast guard.

Technologies from Multinational companies like Thomson CSF France, HAS Holland, ELTA Israel and the Indian Defence Research Organisation (DRDO) have been assimilated and customized by the skilled engineering resources at BEL to meet the requirements of various customers.

BEL also offers Networking of Radars providing complete solutions to meet the security / Defence requirements of the users.

SONAR products offered include Hull mounted variable depth Sonars and Submarine Sonars and Heliborne Dippimg Sonars.

Low flying detection Radars.

3D long-range surveillance Radars.

Secondary surveillance Radars.

Fire control Radars.

Field artillery Radars.

Naval surveillance and fire control Radars.

Navigational Radars.

Air Traffic Control Radars.

Networking of Radars.

Sonars.

Battle Field Surveillance Radar (BFSR).

Meteorological Radars.

DEFENCE COMMUNICATIONS

BEL offers Communication equipment for Defence services in HF/VHF/UHF and Microwave bands for tactical and static applications. BEL has built comprehensive communication networks for the Indian Army and Composite Communication Systems for Navy. Static and Mobile Communication equipment and networks are supplied for use by the Indian Airforce too. Secrecy is of paramount importance in Defence communications. BEL has expertise in developing products for voice / data/ bulk encryption.

HF Transmitters and Transreceivers.

VHF / UHF Radios.

V / UHF Ground to AIR Communication Systems.

LOS / Troposcatter Digital Microwave Communication Systems.

Military Switching Systems.

Data / Voice Encryptors and Bulk Encryptors.

Secure Fax and Telephone.

Satcom Earth Stations and VSAT based systems.

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TELECOMMUNICATIONS

BEL has been in the field of Telecommunications for over 3 decades. Keeping pace with the growth of Telecommunications in India, a major thrust in this field has been given in late eighties. Collaborating with the Indian Technology house C-DoT and Multinational companies like NEC, Alcatel and using the in-house product development skills, BEL has progressively introduced a number of product in the field of Telecom.

BEL has core competencies to engineer and offer network solutions on turnkey basis. Optimal solutions are engineered using the right choice of technologies and product from in-house range as well as those sourced from reputed Telecom manufacturers.

Features : Digital Switching Systems up to 40,000 ports.

Multiplexers and Digital Cross Connect.

Multichannel Digital Microwave Radio Equipment.

Access products (PMP Radio, DECT, HDSL, ADSL, etc.)

Antennae.

Telecom Networks on turnkey basisMILITARY COMMUNICATIONS

Military Communications has been a forte of BEL even since its inception in 1954. BEL has been involved in providing state-of-the-art communication equipment to the Indian Army, be it hand held mobile radios and terminals, ground based systems, airborne and even ship borne equipments and systems.

The products and systems offered by BEL cover HF, VHF, UHF and V/UHF frequency bands and are based on the latest DSP/Digital communication technologies. Encryption and Frequency Hopping implemented in various transreceivers has been possible because of the dedicated research and development team working on these radios. BEL also engineers and supplies turnkey defence communication solutions tailored to the specific needs of the customer.

PCB Assembly

(SMT, Through Hole, BGA)

and TestingBharat Electronics has set up a Mass Manufacturing Facility (MMF) to offer contract manufacturing of Printed Circuit Board Assemblies and associated electronic products (Box Build, Modules, sub-assemblies etc.).

BEL counts among leading professional electronics manufacturing services companies and it is proficient in assembly of a wide variety of circuit board designs including Surface Mount Technology (SMT), Mixed Technology and Plated / Pin Through Hole Technology (PTH). BEL also offers the latest test facilities for all the products manufactured.

The facilities are approved by Department of Telecom, Government of India for manufacture of Telecom Products and by Lucent Technologies, USA for manufacture of Line Cards.

Capabilities :

General Capabilities :

Prototype Development.

Surface mount assembly.

Thru-hole assembly.

Functional test.

Heat rooms for boards and systems.

Programmable environmental chamber for boards and systems.

Test equipment development and procedures.

Flexibility to provide all or any portion of services ranging from development through complete manufacturing .

Board sized: maximum 18" x 18".

Components: Unlimited.

Double sided capabilities.

SMT Assembly :

Board sizes: maximum 17.7" x 19"

Components: Unlimited

Double sided capabilities

BGA placement and inspection

PCB Assembly :

Surface Mount Technology.

BGA.

Fine Pitch.

Through Hole Assembly.

Electronic Assembly & Testing :

Modules.

Box Build.

Sub-assemblies.

Key Strengths :

Comprehensive service manufacturing.

Total quality oriented organisation.

Complete documentation control.

Proven surface mount technology including fine pitch and BGA's.

Aqueous cleaning wave solder operation.

Experienced inventory management team.

ESD compliant facility.

Facilities :

SMT Assembly Line :

a) DEK 265.

b) HS 180 Glue dispensor.

c) SP 120 speed placers.

d) HS 180 HR Fine pitch placer.

e) SMT N2 Reflow oven.

f) Conv. Assly lines.

g) Soldering Stations: Koki, Japan.

Advanced SMT Assembly Line :

a) DEK 248 CE.

b) Siplace 80 F4 of SIEMENS.

c) Vitronic - 610 N2 Reflow oven.

PTH Assembly Line: DYNAPERT :

a) Sequencer: UCSM-G.

b) IC Insertion Machine: DD 4500.

c) Axial Lead Comp. Insertion Machine: V12000.

In Circuit Inspection / Testing :

a) SCHLUMBERGER - S790

Combinational tester (ICT + functional).

b) GENRAD - IN CIRCUIT TESTER.

Environmental Test Facilities :

Burn-in.

Thermal Shock.

Bump & Vibration.

Climatic Chambers.

DESIGN AND MANUFACTURING SERVICES :Bharat Electronics Limited today has an integrated approach and systems capability, which is a direct result of its commitment to providing tailor-made solutions to the customers through its philosophy of quality management.

The company has set up impressive infrastructure and manufacturing facilities spread over nine ISO 9001 / 9002 certified modern production units around the country. The infrastructure is regularly upgraded with the latest and state-of-the-art facilities. Manufacturing infrastructure is amply supported by the applicable Quality Assurance infrastructure and skilled technicians. Standards Division of BEL optimises the processes on a continuos basis. Process and QA standards generated by BEL are used as reference by a number of companies in India.

With the strengths in infrastructure and skilled/experienced manpower, BEL offers Contract Manufacturing Services for both domestic and international customers in the following areas:

PCB Assembly SMT, Through Hole, BGA) and TestingBEL has set up an exclusive Mass Manufacturing Facility and achieved proficiency in assembly of a wide variety of circuit board designs including Surface Mount Technology (SMT), Mixed Technology and Plated / Pin Through Hole Technology (PTH),. BEL also offers most modern facilities for testing of the products manufactured.

Precision Machining & Fabrication

BEL has the experience and expertise in the manufacture of high Precision Machined and Fabricated Parts in its state-of-the-art facilities equipped with latest CNC and special purpose machines. Products manufactured include chassis, enclosures, panels, brackets, rack mounts, card cage flanges and covers, large and medium modular frames and precision machined parts for the electronic, computer, and electrical products being used in commercial, defence, aerospace and telecommunication industries.

OPTO Electronics Components & Assemblies

Bharat Electronics offers cost effective services for design and manufacture of optical and opto-electronic products and components operating in the UV, Visible and IR spectrum. Optical components include lenses, prisms, mirrors, windows, wedges etc. and Optical assemblies include Objective assembly, Eye piece assembly, Collimator assembly & Imaging assembly.

Microwave Integrated Circuit Assemblies

BEL manufactures a variety of Microwave Components and sub-systems using microchip technology which are required for wide range of applications in communication, radar systems including airborne and space related sub-systems. The facility is also qualified for the manufacture of C-Band Receiver for satellite systems.

Multilayer PCB Design & Manufacturing

BEL has established an excellent infrastructure to manufacture variety of Printed Circuit Boards ranging from single sided to 18 layers. The facilities are equipped to manufacture high technology quick turn prototypes, "Quick-to-Market products" and undertake volume production of buried and blind vias, build-up multi layers (microvias) and ultra fine lines/spaces.

Cable Assemblies & Wiring Hardnesses

BEL specialises in the manufacture of cable assemblies and builds custom wiring harness required for its electronic equipment for commercial and military applications.

Design & Manufacturing of Professional Grade Transformers, Coils & Sub-assemblies

BEL manufactures a wide range of transformers (power, audio frequency, modulation, pulse, filament etc.,) coils (audio frequency, radio frequency, air arc, IF, pot case, moulded, etc.,) Chokes (smoothing, modulation, radio frequency, etc.,) and Sub-assemblies (HV Units, EHV units, etc.). Most of these products meet the stringent defence specifications for use in defence equipment.

Antenna Manufacturing

Bharat Electronics Limited is engaged in development and production of various types of antennas for use in Radars, Communications, TV-Broadcasting, Satellite Communication etc. The antenna production division also includes a FRP shop capable of producing antennas with hand-lay-up technology. The R&D and production efforts are supported by well-equipped microwave testing laboratory and a microwave outdoor antenna test range. There is also a facility to produce thin film MIC components which are extensively used in phased array antennas.

Many foreign companies like AT&T-USA, GE-Medical-USA, Vishay-Austria, ECHOSTAR-USA, ENCON International-USA, CREO Products Inc-Canada., Multitone-UK, Elisra, Elta, Ortek, Scitex, ELOP-Israel, Technology Rendezvous Inc., USA, ERICSSON,SWEDEN and many more are using our facility for meeting their outsourcing requirements.

BEL has also established Joint Venture Companies with Delft, Holland for Image Intensifier Tube and General Electric Medical Systems, USA for X-Ray Tubes.

Product range :

I RADAR DIVISION :

- Primary & Secondary Surveillance Radars.

- Battle field Surveillance Radars

- Low Level Detection Radar

- Meteorological Radars

- ASR & MSSR Radars for Civil Aviation

- Command and Control Systems.

- Radar networking & Control Electronics for Guided Missile Programmes.II COMMUNICATION DIVISION (COMM) :

- Satellite Earth Station Communication Systems

- Digital Encryption Equipments

- VHF Communication Systems

- Digital Microwave Equipments

- IFF, Spares of Equipment.

III ANTENNA DIVISION (ANT) :

- 2D & 3D Static and Transportable Radar Antenna

- Tracking Radar Antenna

- Secondary Surveillance Radar Antenna

- Satellite Earth Station Antenna Systems (Static and Transportable)

- VSAT Antenna (Static and Transportable)

- Microwave Line of Sight AntennaIV MICROWAVE COMPONENTS DIVISION (MWC) :

- Signal sources

- Amplifiers

- Mixers

- Switches

- Passive components

- Super components

- Thin film HICs

- Metallised Substrates

v) System Division

Single Channel per carrier (SCPC ), TDM /TDMA Satellite Communication System

(POLNET).

Frequency agile Satellite Communication System (OFB, Signal Intelligence)

Multi Channel per carrier (MCPC) Satellite Communication System (RCPO).

2 GHZ Digital Communication System (ICN, Army, TNP, Railway).

7/8 GHZ Digital Communication Systems.

Customer Profile: The customers for products/ Systems of BEL GAD are from Air Force, Navy, Army, Para-Military Forces, Police, BSNL , Port-Trust, AIR & DD, DRDO, AAI, VSNL, PSUs under Dept of Defence production & Supplies, other PSUs and private industries.DEFENCE

ARMY: Tactical and Strategic Communication equipment,

Digital Switches, GPS Receivers, Battlefield Surv-

eillance Radars, Opto-Electronic Products, Tank

Fire Control Systems, Stabilizer Systems, Simula-

tors and Trainers, Transmitting Tubes, Microwave

Tubes, Laser Range Finder, Batteries.

NAVY: Navigational, Surveillance, Fire Control Radars,

IFF, SONAR Systems, Torpedo Decoys, Display

Systems, EW Systems, Simulators, Communica-

tion Equipment and Systems, Transmitting Tubes,

Microwave Tubes, Laser Range Finder, Batteries

AIR FORCE: Surveillance and Tracking Radars, Communica-

tion Equipment and Systems, IFF, EW Systems,

Transmitting Tubes, Microwave Tubes.

NON DEFENCE

Para Military :Communication Equipment and Systems.

Space Department :Ground Electronics, On-board Sub-Systems.

All India Radio :MW, SW & FM Transmitting Tubes, Micro-Wave Tubes.

Doordarshan (TV Network) :TV Transmitters, OB Vans, Antenna, Mobile and Transportable Satellite Uplinks, Transmitter Tubes, TVROs, LPTs.

Bharat Sanchar Nigam Limited :Microwave Radios, Point-to-Multi Point Radios, PCM Multiplexers, Rural and Main Automatic Exchanges, Flyaway Satellite Terminals, Solar Power Modules/Systems.

Videsh Sanchar Nigam and other Corporate Bodies:Satcom Earth Stations and VSAT based Systems.

Civil Aviation:Airport Surveillance Radars and Secondary

Surveillance Radars, Information Display

Systems.

Corporate Bodies and State Governments:Communication Equipment and Systems,

Solar Power Modules/Systems/Traffic Signal Lights.

Medical & Health Care :Surgical Microscopes (ENT, Ophthalmic) and X-Ray Tubes.

Railways :Communication Equipment, Alarm for Unlimited Level Crossing.

Entertainment Industry :Silicon Transistors, Integrated Circuits, Bipolar and CMOS Components, Piezo Electric Crystals, Hybrid Micro Circuits and SAW Filters.

Power Generation and Distribution:Vacuum Interrupters.

Instrumentation Industry:Liquid Crystal Displays.

Election Commission:Electronic Voting Machine.

Fisheries Department:Fish Finders.

SOUND AND VISION BROADCASTING

Bharat Electronics Limited has been in the field of manufacturing Broadcasting equipment for the last four decades. BEL has played a significant role in establishing Indian Sound an Vision Broadcasting Network with contemporary technology.

All India Radio, the Indian Radio Broadcasting Organisation is equipped with more than 200 transmitters with different power outputs, supplied by BEL. Similarly, BEL has equipped Doordarshan, the National TV Broadcaster, with large number of high / low power TV transmitters, Colour TV OB Vans, Satellite Uplinks, TVROs etc. Asias first large component analog video OB Van, fitted with nine CCD cameras is also from BEL.

Medium Wave Sound Broadcast Transmitters.

FM Broadcast Transmitters.

VHF / UHF TV Broadcast Transmitters.

OB Vans for Small and Large Studios.

Flyaway OB Studio.

Satellite Uplinks.

Earth Station Antennae.

TVROs and Low Power TV Transmitters.

Transportable Satellite TV Uplinks.

CONCEPT TO COMMISSIONING

Along with the in-depth expertise in the design and manufacture of advanced electronics equipment and systems, BEL has core competencies to provide single window solutions covering concept to commissioning.

Optimal solutions are engineered using the right choice of technologies and products made at BEL as well as outsourced from reputed manufacturers. Implementation on turnkey basis also is undertaken by BEL.

Features : VSAT based Networks for Voice, Data and Video.

Terrestrial Digital Communication Networks.

Army Communication Networks.

Networking of Radars.

Coastal Surveillance Systems.

Composite communication Systems for ships.

Satellite communication Networks for police and other government organisations.

OPTO ELECTRONICS

Bharat Electronics manufactures Night Vision products for operations in dark poor visibility condition for the Defence Services and Security Organisations. Laser range for Army and Surgical Microscopes for Medical applications are also made at BEL.

BELs strength lies in its in-house capability to design and manufacture components and sub systems operating in the UV, Visible and IR Spectrum. Components sourced from BEL by overseas customers include Lenses, Prisms, Mirrors and Sub-assembles.

Night Vision Goggles and Binoculars.

Night scope.

Night Weapon Sights.

Laser Range Finder.

Ophthalmic Zoom Microscope.

Surgical Microscope ENT.

Custom built lenses and optical sub assemblies.

Thermal Imaging Systems.

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ELETRONICS COMPONENTS

With in-house R&D and state-of-the-art manufacturing facilities, BEL manufactures a wide variety of electronic components for Civilian as well as Defence applications. Component ranges made at BEL include

Silicon Small Signal Devices.

Power Devices.

ICs and ASICs.

Hybrid Microcircuits.

Liquid Crystal Displays.

Solar Cells.

Microwave and Transmitting Tubes.

Vacuum Interrupters.

X-ray Tubes.

Crystals and Crystal Oscillators.

Microwave Integrated Circuit (MIC) Assemblies.

Magnesium and Lithium Batteries.

PRODUCTS FOR SPECIALISED MARKETSStrong in-house R&D and pioneering technical collaborations have led to BEL acquiring expertise in various professional electronic technologies. This, along with the core competencies in manufacturing has encouraged BEL to develop a number of specialized markets like Electronic Voting Solar Powered Systems, Energy Saving etc. Some of these products are: -

Electronic Voting Machine.

Alarm for Unmanned Rail-Road Crossing.

Information Display Systems.

Solar Powered Traffic Signals.

Solar Powered Home and Street Lighting Systems.

Simulators.

Computer Mother Boards.

Fish Finder.

Simputers.

Set Top Box.

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RESEARCH AND DEVELOPMENTBeing at the cutting edge of technology involves a strong commitment to R&D. In its efforts to challenge the barriers of technological innovation, BEL invest 5% to 6% of its annual turnover in R&D. Over 57% of BELs products are developed in-house. The rest are developed either by collaborators or jointly.

BEL has entered into several strategic alliances to help maximizes the countrys indigenous resources, reduce cycle time and utilize available know-how. Some of the alliance partners include the National Defence Research Organization, for the development of Defence and professional electronics products and the Center for Development of Telematics (C-DoT) for Telecom products. BEL has also established Central Research Labs (CRL) at Bangalore and Ghaziabad, to develop futuristic technologies.

Besides optimizing the R&D strength in the country, BEL has taken strides towards enhancing its technological capabilities and know-how through tie-ups with transnational companies.

QUALITY ASSURANCE

BEL has established dynamic quality system to meet its quality objectives. Company has invested substantially in a wide range of QA infrastructure, test and evaluation equipment including Environmental Test Laboratories, EMI / EMC test facilities Automated in-process and final inspection and test equipment. In-house skills are available for developing test software for various applications. Infrastructure at BEL is adequate to qualify the products for international specifications such as IEC, DEF, MIL and national standards like JSS.

Quality is built into the product at the design stage and is monitored throughout the manufacturing process for conformance.

Management commitment to Quality is demonstrated through the program called TORQUE, Total Organizational Quality Enhancement. It aims at spreading the quality culture and philosophy of Continuous Improvements. Programs like Quality Control Circles and Suggestion Schemes have generated enthusiasm and involvement among employees, there-by harnessing their creativity and innovation for improvements in operations.

BEL has also established a Quality Institute for providing training in various areas including reliability and maintainability, Statistical Process Improvement methodologies, 6 Sigma and Quality Management.

The level of quality at BEL has won many prestigious awards including the National Quality Awards and awards for standardization. All units are certified to ISO 9001 / 9002 standards of international quality.

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CUSTOMER PROFILE

DEFENCE:

ARMY : Tactical and Strategic Communication equipment,

Digital Switches, GPS Receivers, Battlefield Surv-

eillance Radars, Opto-Electronic Products, Tank

Fire Control Systems, Stabilizer Systems, Simula-

tors and Trainers, Transmitting Tubes, Microwave

Tubes, Laser Range Finder, Batteries.

NAVY : Navigational, Surveillance, Fire Control Radars,

IFF, SONAR Systems, Torpedo Decoys, Display

Systems, EW Systems, Simulators, Communica-

tion Equipment and Systems, Transmitting Tubes

, Microwave Tubes, Laser Range Finder, Batteries

AIR FORCE : Surveillance and Tracking Radars, Communica-

tion Equipment and Systems, IFF, EW Systems,

Transmitting Tubes, Microwave Tubes.

NON-DEFENCE:

Para Military : Communication Equipment and Systems.

Space Department : Ground Electronics, On-board

Sub-Systems.

All India Radio : MW, SW & FM Transmitting Tubes, Micro-

Wave Tubes.

Doordarshan (TV Network) : TV Transmitters, OB Vans, Antenna, Mobile and

Transportable Satellite Uplinks, Transmitter

Tubes, TVROs, LPTs.

Bharat Sanchar : Microwave Radios, Point-to-Multi Point Radios,

Nigam Limited PCM Multiplexers, Rural and Main Automatic

Exchanges, Flyaway Satellite Terminals, Solar

Power Modules/Systems.

Videsh Sanchar Nigam and: Satcom Earth Stations and VSAT based Systems.

other Corporate Bodies

Civil Aviation : Airport Surveillance Radars and Secondary

Surveillance Radars, Information Display

Systems.

Corporate Bodies : Communication Equipment and Systems,

and State Governments Solar Power Modules/Systems/Traffic Signal

Lights.

Medical & Health Care : Surgical Microscopes (ENT, Ophthalmic) and

X-Ray Tubes.

Railways : Communication Equipment, Alarm for Unlimited

Level Crossing.

Entertainment Industry : Silicon Transistors, Integrated Circuits, Bipolar

and CMOS Components, Piezo Electric Crystals,

Hybrid Micro Circuits and SAW Filters.

Power Generation : Vacuum Interrupters.

and Distribution

Instrumentation Industry: Liquid Crystal Displays.

Election Commission: Electronic Voting Machine.

Fisheries Department: Fish Finders.

EXPORTS

At BEL, exports have been a prime area of focus playing a key role in BELs strategic perspective. As a result, BELs exports have been increasing every year, with an expansion in the range of products exported and the markets.

Products exported include Radars, Radar Sub-systems, Defence Communication equipment, Secure Communication products, Microwave Communication equipment, Switching equipment, Telecom equipment and networks, broadcasting equipment, Electronic Components and Energy Saving products. In addition, many multinational companies are using BELs expertise and facilities for design and manufacturing services.

BELs products are exported to Sweden , Switzerland, UK, France, Austria, Germany, Italy, Netherlands, Russia, Ukraine, Australia, Brazil, New Zealand, Nepal, Sri Lanka, Bangladesh, Maldives, HongKong, Singapore, Philippines, China, Malaysia, South Korea, Israel, UAE, Kuwait, Saudi Arabia, Bahrain, Oman, Vietnam, Mauritius, Botswana, Egypt, Algeria, Kenya, Nigeria and Ghana.

MANUFACTURING INFRASTRUCTUREState-of-the-art electronic products, using a wide spectrum of the most advanced technologies, require equally sophisticated manufacturing facilities. Initially, BELs collaborative agreements with internationally reputed companies helped it to absorb and assimilate production technologies. BEL has been continuously upgrading its manufacturing infrastructure to be ahead of the competition.

Manufacturing infrastructure set up in the 9 modern production units at BEL include

Automated mass manufacture PCB assembly line for SMDs.

Design and manufacturing facility for multi-layer PCBs.

CNC Centers for precision machining.

Special purpose facilities such as Jig Boring Machine, CNC-Turret Presses, Profile Grinding, Transfer Presses, Dip Brazing etc.

Facility for various types of electroplating and surface finishes.

Manufacturing facility for small signal devices (SSDs), ICs and hybrid microcircuits.

State-of-art facility for the manufacture of Microwave Integrated Circuit (MIC) assemblies.

PRODUCTS

DETAIL

Secure VHF Tactical Radio (STARS V)

STARS-V (Secure Tactical Army Radio System - VHF) is a family of fixed frequency and frequency hopping radio sets available in 5W and 25W power output configurations. The radios provide communication in voice clear, voice secure and data modes. They can be controlled from a remote location upto 2-km. All front panel controls (except ON/OFF) are extended using 2-wire cable to a Remote Control Unit (RCU) at the remote location. Intercom operation between radio set and RCU is also provided. The radio set can be configured for fully automatic rebroadcast operation. It is also possible to setup rebroadcast over two wires for voice clear mode only. External data interface is provided on the front panel to facilitate data communication with suitable modem.

The radios are fully modular in construction. They are designed to perform in conformance to MIL 461 class of EMI/EMC specifications.

STARS-V radios find use in manpack as well as vehicular applications for providing voice and data communications in VHF frequency range of 30-88 MHz.

Features :

VHF frequency range of 30 - 88 MHz.

2320 channels with 25 KHz spacing.

1W/2W/5W/25W power outputs in different models.

250 hops per sec for FH radios.

In built GPS.

32 preset crypto keys + 1 manual key.

BITE upto module level.

Built-in data modem.

Complaint to MIL 461 EMI specificationS.

Manpack / Vehicular roles.

V/UHF Transreceiver (LUP 322)

The Radio Set LUP 322 is a fully solid-state, light weight, high performance V/UHF transreceiver designed for ground to-ground and ground-to-air communications. It thoroughly complies with existing VHF, UHF and V/UHF transreceiver standards. The transreceiver covers the VHF band of 100 to 156 MHz and UHF band of 225 to 400 MHz in 25 KHz channel spacing. It provides 2 way AM simplex communication. The transmitter output power is 5 Watts (CW) with provision for reduced output levels. 16 channels can be field programmed into memory bank A and 16 other channels into memory bank B. The radio set operates from 24 volts NiCd battery. The radio may also be connected to an external 24V-dc source such as a vehicle battery. An AC power supply is available as an option for fixed site operation using either 110V or 220V ac supplies.

Features : 100-156 MHz & 225-400 MHz.

25 kHz channel spacing.

9240 synthesized channels.

32 channel instant recall continuous memory.

LED display of frequency.

Built in test facilities.

High reliability.

Low lifetime cost.

Remote control.

Automatic rebroadcast.

ATE compatible.

Mounts easily in most vehicles.

Manpack V/UHF Transreceiver (LUP 327)V/UHF AM/FM Trans-receiver is developed to meet the long range Ground to Ground, and Ground to Air communication needs with protection against Electronic Counter Measure (ECM). The radio provides Voice/Data Communication with Fix Frequency Clear, Secure in V/UHF band and with Frequency Hopping in UHF band. It supports Selective Calling in Secure mode and has powerful BITE for field maintenance. A host of standard accessories are provided with the radio.

Features:

Simplex communication in VHF and UHF band Ground to Ground, Ground to Air communication.

25 kHz channel spacing Field programmable preset channels AM with voice

FM with voice/data;

Data up to 19.2Kb/s in FF/FH mode.

Built-in COMSEC in full band.

Built-in TRANSEC in UHF band, 200 hop/s.

TOD Based synchronization.

Partial Band hopping is selectable.

Late Entry, Hailing and Break-in facility.

Remote control facility.

Scan facility.

CTCSS/ Selective Calling.

BITE facility.

24V Primary and Secondary Battery.

Secure VHF Hand Held Radio (LUP 291)The Secure UHF Hand Held Radio is a high performance radio. The radio is useful for ground communication at the platoon level. This simplex radio operates in the UHF frequency band of 403-470 MHz and provides for clear and secure voice communication.

Features:

Frequency ranges 403 - 470 MHz with 12.5/25 kHz channel spacing.

RF power output of 5 W / 1 W (selectable).

Built -in high grade crypto.

32 preset crypto keys + 1 manual key.

Secure selective call facility.

Inbuilt Powerful diagnostic feature ( BITE).

7.2 V Primary and Secondary batteries.

Compliant to MIL 461 EMI specs.

V/UHF Transreceiver (MUN 223)MUN 223 AM/FM transreceiver provides ship to ship, ship to shore and ship to air communication. It operates in two frequency ranges 100 to 155.975 MHz in VHF band and 225-399.975 MHz in UHF band. It provides high-grade communication security.

Features :

Simplex communication in VHF and UHF band.

25 kHz channel spacing.

Field programmable pre-set channels.

AM/FM with voice /data.

Remote control facility.

Flexible antenna interface options.

BITE facility.

Communication security (optional).

ECCM facility-FH @ 200 hops /sec (optional).

Tx/Rx filters and interface (optional).

AC/DC operation.

Marketing,

Strategy, and

Competitive AnalysisSWOT ANALYSIS

SWOT ANALYSIS OF BEL

The diagnosis of a firms strengths and weakness can be fruitful only if the environment factors and market conditions are considered along with the internal capabilities. This approach essentially involves matching of the internal capabilities with the environmental opportunities and threat and is known as SWOT (Strength and Weakness, Opportunities and Threats) analysis.

STRENGTHS :

Strength is a resources, skill or other advantage relative to competition and the needs of markets a firm serves of anticipates serving. Strength is a distinctive competence that gives the firm a comparative advantages in the market place.

The key strengths are :

Well trained and highly qualified manpower (both technical & non-technical).

Hi-Fi and world class technology is available.

Hi class R & D facility, reflecting leadership of top-management.

Financial status of the company is very strong and sound.

WEAKNESS :

A weakness is a limitation or deficiency in resources, skills and capabilities that seriously impedes effective performance .

Sources of Outfit :

BEL is only bound to entertain Defence (Army, Navy, Air Force, Para- Military) & government agencies as a customers.

General purpose items, i.e., civilian products are not manufactured.

The bulk of the profit comes from a single product (RADAR), that itself is a form of weakness.

There is no substitute for certain manufacturing technologies.

OPPORTUNITIES :

An opportunity is a major favorable situation in the firms environment. Identification of a previously overlooked market segment, changes in competitive of regulatory circumstances, technological changes etc. are examples.

Since, companys financial profile is quite sound & strong, hence there is lot of scope to develop its own R & D centre so as to make regular and adequate changes in the technology used in the company for its various products.

For example :- BEL has their own Central Research Laboratory known as CRL.

Since, BEL has earned a commanding repo. For its quality and unique & innovative technology, hence all govt. customers like AIR, DD, ITI, IMD etc. prefer to book their orders with BEL.

THREATS :

A threat is a major unfavorable situation in the firms environment. It is key impediment to the firms current or desired future positions. The entrance of a new competitor, slow market growth, major technological change, appearance if a substitute product are examples.

The product having danger of obsolescence.

The danger of being priced out.

The danger of substitution.

The danger of new competition coming.

Inadequate measures viewed against product, market scope.

High level quality and low price should be maintained.

Time commitment and Business ethics should be adopted and maintained.

INTRODUCTION-STRATEGIC ANALYSIS OF BEL PRODUCTS

INTRODUCTION

The objective of all business enterprises is to satisfy the needs and wants of the society. Marketing is, therefore, a basic function of all business firms. When a salesperson sells washing machines, a doctor treats a patient or a Government asks people to take their children for getting polio drops, each is marketing something to the targets. Traditionally, small firm owners did not give as much importance to marketing as to other functions such as accountancy, production and selling. Training programmes, enterprise development and the current thrust for competitiveness have now given high

priority to promoting marketing awareness among small business owners, and marketing is now assuming its rightful place along with other business functions.

Since early 1990s there has been a change in the thinking of businessman from product orientation to consumer orientation. Modern business concerns lay emphasis on selling satisfaction and not merely on selling products. The activities have to be coordinated so as to develop the marketing mix, which provides maximum satisfaction to the customers.

That is why marketing research and product planning occupy an important role in marketing. The other important functions of marketing include: buying and assembling, selling, standardisation, packing, storing, transportation, promotion, pricing and risk bearing. Thus, the scope of marketing is very wide and no more restricted to merely selling of product.

Therefore, we can say that marketing is a very important part of all industries and the same goes for all PSUs. BEL GAD also has a marketing department known as Marketing & Customer Care Dept.. It includes the pubic relation dept of the company known as Customer Care.

PROCESS OF MARKETING

RECEIPT OF CUSTOMER ENQUIRY

SOURCES- TENDER ENQUIRIES, NORMAL ENQUIRIES, VERBAL / TELEPHONIC COMMUNICATION ETC.

FEEDING OF ENQUIRY IN BEL MAC/SAP SYSTEM (CENTRALISED COMPUTER SYSTEM)

HOLDING ENQUIRY REVIEW & ACKNOWLEDGE THE ENQUIRY TO CUSTOMER.

PROCESSING COST ESTIMATES & SELLING PRICES FROM BEL MAC/SAP SYSTEM

OBTAINING MANAGEMENT APPROVAL FOR SELLING PRICES.

FORWARDING QUOTATION TO CUSTOMER GENERATED THROUGH BEL MAC/SAP SYSTEM.

FOLLOW UP WITH CUSTOMER FOR CONVERSATION OF QUOTE TO ORDER.

TECHNICAL & COMMERCIAL NEGOTIATION WITH CUSTOMER FOR THE PURPOSE OF FINALISATION OF ORDER.

PLACEMENT OF ORDER BY CUSTOMER, FINALISATION OF CONTRACT CLAUSE BY CLAUSE WITH CUSTOMER.

FEEDING OF ORDER / CONTRACT IN SAP SYSTEM.

HOLDING OF CONTRACT REVIEW & ACCEPTANCE OF ORDER, ACKNOWLEDGEMENT TO CUSTOMER. OBTAINING CONTRACTUAL AMENDMENTS FROM CUSTOMER, IF ANY.

FORWARDING OF ORDER / CONTRACT TO RESPECTIVE COMMERCIAL DEPARTMENT FOR EXECUTION.

TOT (TRANSFER OF TECHNOLOGY) PROJECTS

TECHNICAL & COMMERCIAL NEGOTIATION WITH TOT PARTNER.

FINALISATION OF CONTRACT CLAUSE BY CLAUSE WITH TOT PARTNER.

ASSOCIATION WITH OTHER DEPARTMENT FOR TOT EXECUTION

ENQUIRY HANDLING PROCEDURE CHART

FOR

RUNNING PROJECTS EQUIPMENT AND SYSTEMS

ENQUIRY HANDLING PROCEDURE CHART

FOR

SPARES

X

BEL & ITS MARKETS

BEL & ITS MARKETS

Traditionally, a market was a physical place where buyers and sellers gathered to buy and sell goods. Economists define a market as a collection of buyers and sellers who transact over a particular product or a product class. Modern economies abound in such markets. Five basic markets and their connecting flows are shown in figure.

Manufacturers go to resource markets, buy resources and turn them into goods and services, and then sell finished goods to intermediaries, who sell them to consumers. Consumers sell their labor and receive money with which they pay for goods and services. The government collects tax revenues to buy goods from resource, manufacturer and intermediary markets and uses these goods and services to provide public services.

On the other hand, marketers often use the term market to cover various groupings of customers. They view the sellers as constituting the industry and the buyers as constituting the market. Sellers and buyers are connected by four flows. The seller send goods and services and communication to the market; in turn they receive money and information.

KEY CUSTOMER MARKETS :- Generally there are four types of customer markets.

Consumer Markets Companies selling mass consumer goods and services such as soft drinks, cosmetics, air travel and athletic shoes and equipment spend a great deal of time trying to establish a superior brand image.

Business Markets Companies selling business goods and services often face well trained and well-informed professional buyers who are skilled in evaluating competitive offerings. Business buyers buy goods in order to make or resell a product to others at a profit. Business buyers buy goods in order to make or resell product to others at a profit.

Global markets Companies selling goods and services in the global marketplace face additional decisions and challenges. They must decide which countries to enter; how to enter each country; hoe to adapt their product and service features to each country; how to price their products in different countries; and how to adapt their communication to fit different cultures.

Nonprofit and Governmental Markets Companies selling their goods to nonprofit organizations such as churches, universities, charitable organizations or government agencies need to price carefully because these organizations have limited purchasing power. Lower prices affect the features and quality that the seller can build into the offering. Much government purchasing calls for bids, with the lowest bid being favored, in the absence of extenuating features.

BEL is a firm of defence ministry. It makes various defence products like radars, missiles etc. Talking about Ghaziabad Unit of BEL, it manufactures Radars for Indian Air Force, Army & Navy. If we see the flow of money and services for BEL-GAD in the five markets; we notice that being in a manufacturing industry, it acquires resources such as raw material, labor, money etc from the resource markets and then turn them into final products i.e. radars. However, there are no intermediaries involved here, as there products are special security instruments like long surveillance radars and they are made only on special orders from the customer. Hence there is no intermediary market involved over here. BEL directly deals with its customers and directly sells its products to the customers. Therefore we can say that, BEL deals in manufacturer markets, consumer markets and resource markets, however there is no intermediary market involved. Being a government organization it definetly deals in the government market as its customers are also government organizations like army.

Talking about there style of marketing, they follow Relationship Marketing. The key goal of BEL here is to develop deep, enduring relationships with all or indirectly affect the success of the firms marketing activities. Relationship marketing has the aim of building mutually satisfying long term relationships with the key parties customers, suppliers, distributors and other marketing partners in order to earn and retain their business. Relationship marketing builds economic, technical, and social ties among the parties. Relationship marketing involves cultivating the right kind of relationships with the right constituent groups.

MARKETING MIX: 4Ps

The marketers task is to devise marketing activities and assembly fully integrated marketing programs to create, communicate and deliver value for consumers. The marketing program consists of numerous decisions on value enhancing marketing activities to use. Marketing activities come in all forms. One traditional depiction of marketing activities is in terms of the marketing mix, which has been defined as the set of marketing tools the firm uses to pursue its marketing objectives. McCarthy classified these tools into four board groups, which he called the four Ps of the marketing: product, price, place, promotion.

Marketing Mix decisions must be made for influencing the trade channel as well as the final consumers. The firm can change its price, sales force size and advertising expenditures in the short run. It can develop new products and modify its distribution channels only in the long run.

The 4Ps represent the sellers view of the marketing tools available for influencing buyers. From a buyers point of view, each marketing tool is designed to deliver a customer benefit.

THE MARKETING MIX

Figure 1

These four Ps are the parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment. The goal is to make decision that centre the four Ps on the customers in the target market in order to create perceived value and generally a positive response. Lets define each P in detail:-

PRODUCT DECISION:- The term product refers to tangible, physical products as well as services. Here are some examples of product decision to be made -

Brand Name

Functionality

Styling

Quality

Safety

Packaging

Repairs and Support

Warranties

Accessories and Services

The product mix of a company, which is generally defined as the total composite of products offered by a particular organization, consists of both product lines and individual products. A product line is a group of products within the product mix that are closely related, either because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges. A product is a distinct unit within the product line that is distinguishable by size, price, appearance, or some other attribute. It is extremely important for any organization to have a well-managed product mix.

The first element in the marketing mix is the product. A product is any combination of goods and services offered to satisfy the needs and wants of consumers. Thus, a product is anything tangible or intangible that can be offered for purchase or use by consumers. A tangible product is one that consumers can actually touch, such as a computer. An intangible product is a service that cannot be touched, such as computer repair, income tax preparation, or an office call. Other examples of products include places and ideas. For example, the state tourism department in New Hampshire might promote New Hampshire as a great place to visit and by doing so stimulate the economy. Cities also promote themselves as great places to live and work. For example, the slogan touted by the Chamber of Commerce in San Bernardino, California, is "It's a great day in San Bernardino." The idea of wearing seat belts has been promoted as a way of saving lives, as has the idea of recycling to help reduce the amount of garbage placed in landfills.

Typically, a product is divided into three basic levels. The first level is often called the core product, what the consumer actually buys in terms of benefits. For example, consumers don't just buy trucks. Rather, consumers buy the benefit that trucks offer, like being able to get around in deep snow in the winter. Next is the second level, or actual product, that is built around the core product. The actual product consists of the brand name, features, packaging, parts, and styling. These components provided the benefits to consumers that they seek at the first level. The final, or third, level of the product is the augmented component. The augmented component includes additional services and benefits that surround the first two levels of the product. Examples of augmented product components are technical assistance in operating the product and service agreements.

Products are classified by how long they can be useddurabilityand their tangibility. Products that can be used repeatedly over a long period of time are called durable goods. Examples of durable goods include automobiles, furniture, and houses. By contrast, goods that are normally used or consumed quickly are called nondurable goods. Some examples of nondurable goods are food, soap, and soft drinks. In addition, services are activities and benefits that are also involved in the exchange process but are intangible because they cannot be held or touched. Examples of intangible services included eye exams and automobile repair.

Another way to categorize products is by their users. Products are classified as either consumer or industrial goods. Consumer goods are purchased by final consumers for their personal consumption. Final consumers are sometimes called end users. The shopping patterns of consumers are also used to classify products. Products sold to the final consumer are arranged as follows: convenience, shopping, specialty, and unsought goods. Convenience goods are products and services that consumers buy frequently and with little effort. Most convenience goods are easily obtainable and low-priced, items such as bread, candy, milk, and shampoo. Convenience goods can be further divided into staple, impulse, and emergency goods. Staple goods are products, such as bread and milk, that consumers buy on a consistent basis. Impulse goods like candy and magazines are products that require little planning or search effort because they are normally available in many places. Emergency goods are bought when consumers have a pressing need. An example of an emergency good would be a shovel during the first snowstorm of the winter.

PRICING DECISION:- There are many ways to price a product. Lets have a look at some of them.

Premium Pricing Use a high price where there is a uniqueness about the product or service. This approach is used where a substantial competitive advantage exists.

Penetration Pricing The price charged for the products and services are kept artificially low in order to gain market share. Once this is achieved, the price is increased.

Economy Pricing This a no frills low price. The cost of marketing and manufacture are kept at a minimum.

Price Skimming Charge a high price because you have a substantial competitive advantage. However the advantage is not substantial. the high price tends to attract new competitors in the market and the price inevitably falls due to increased supply.

Premium pricing, penetration pricing, economy pricing and price skimming are the four main pricing strategies. However, there are other important approaches to pricing.

Psychological Pricing This approach is used when the marketer wants the consumer to respond on an emotional, rather than on rational basis.

Product Line Pricing Where there is a range of product or services the pricing reflect the benefits of parts of the range. PLACE DECISIONS;- Place is also known as channel, distribution or intermediary. It is a mechanism through which goods or services are moved from the manufacturer/ service provider to the user or consumer.

There are six basic channel decisions :-

Do they use direct or indirect channels? ( direct to a customer, indirect to a wholesaler)

Single or multiple channels

Cumulative length of the multiple channels

Types of intermediaries

Number of intermediaries at each level

Which companies are intermediaries to avoid intrachannel conflict

Selection consideration How do we decide upon a distributor

Market Segment The distributor must be familiar with your target segment

Changes during the product life cycle Different channels can be exploited at different points in the PLC

Producer distributor fit Is there a match between their strategies, policies , image and the company?

Qualification Assessment Establish the track record and experience of the intermediaries

How much training ang support will the distributor require.

The fourth element of the marketing mix is place. Place refers to having the right product, in the right location, at the right time to be purchased by consumers. This proper placement of products is done through middle people called the channel of distribution. The channel of distribution is comprised of interdependent manufacturers, wholesalers, and retailers. These groups are involved with making a product or service available for use or consumption. Each participant in the channel of distribution is concerned with three basic utilities: time, place, and possession. Time utility refers to having a product available at the time that will satisfy the needs of consumers. Place utility occurs when a firm provides satisfaction by locating products where they can be easily acquired by consumers. The last utility is possession utility, which means that wholesalers and retailers in the channel of distribution provide services to consumers with as few obstacles as possible.

Channels of distribution operate by one of two methods: conventional distribution or a vertical marketing system. In the conventional distribution channel, there can be one or more independent product manufacturers, wholesalers, and retailers in a channel. The vertical marketing system requires that producers, wholesalers, and retailers to work together to avoid channel conflicts.

How manufacturers store, handle, and move products to customers at the right time and at the right place is referred to as physical distribution. In considering physical distribution, manufacturers need to review issues such as distribution objectives, product transportation, and product warehousing. Choosing the mode of transportation requires an understanding of each possible method: rail, truck, water, pipeline, and air. Rail transportation is typically used to ship farm products, minerals, sand, chemicals, and auto mobiles. Truck transportation is most suitable for transporting clothing, food, books, computers, and paper goods. Water transportation is good for oil, grain, sand, gravel, metallic ores, coal, and other heavy items. Pipeline transportation is best when shipping products such as oil or chemicals. Air transport works best when moving technical instruments, perishable products, and important documents.

Another issue of concern to manufacturers is the level of product distribution. Normally manufacturers select from one of three levels of distribution: intensive, selective, or exclusive. Intensive distribution occurs when manufacturers distribute products through all wholesalers or retailers that want to offer their products. Selective distribution occurs when manufacturers distribute products through a limited, select number of wholesalers and retailers. Under exclusive distribution, only a single wholesaler or retailer is allowed to sell the product in a specific geographic area.

PROMOTION DECISION:- Another one of the 4Ps is Promotion. This includes all the tools available to the marketer for marketing communication Marketing communication has its own promotion mix. One can integrate different aspects of promotion mix to deliver a unique campaign. The elements of promotion mix:-

Personal Selling

Sales Promotion

Public Relation

Direct Mail

Trade Fairs & Exhibitions

Advertising

Sponsorship

The elements of the promotion mix are integrated to form a coherent campaign. As with all forms of communication. The message from the marketer follows the communication process as illustrated above.

Let us look at the individual components of the promotion mix in detail. All the elements are integrated to form a specific communication campaign

CharacteristicsAdvertisingSales PromotionPublic RelationsPersonal Selling

Directed Coveragemass & targetedmass & targetedmasstargeted

Message Flowone & two-wayone & two-wayone-waytwo-way

Payment Modelpaidlimited non-paidPaidnon-paidpaid

Interaction Typenon-personalpersonal & non-personalnon-personalpersonal

Demand StimulationLaggingQuicklaggingquick

Message ControlGoodGoodpoorvery good

Message Credibilitylow-mediumlow-mediumhighmedium-high

Cost of PromotionCPI LowCPTI VariesCPA VariesCPI MediiumCPTI VariesCPA VariesCPI NoneCPTI NoneCPA NoneCPI HighCPTI HighCPA High

1. Personal Selling Personal selling is an effective way to manage personal customer relationship. The sales person acts on the behalf of the organization. They tend to be well trained in the approaches and techniques of personal selling. However, sales people are very expensive and should only be used where there is a genuine return on investment.

2. Sales Promotion Sales promotion tends to mean all promotion apart from advertising, personal selling, and public relations. For example BOGOF promotion, or buy one get one free. Each sales promotion must be carefully costed and compared with the next best alternative.

3. Public Relations Public relations are defined as the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its publics - Institute of Public Relations. It is relatively cheap but certainly not cheap.

4. Direct Mail Direct Mail is very highly focused upon targeting consumers based upon a database. As with all marketing, the target consumers are defined based upon a series of attributes and similarities. Creative agencies work with marketers to design a highly focused communication in the form of a mailing. The mail is sent to the potential customers and response is carefully monitored.

5. Trade Fairs & exhibitions Such approaches are very good for making new contacts and renewing old ones. Companies will seldom sell much at such events. The purpose is to increase awareness and to encourage trial. They offer the companies to meet both the customers and the trade.

6. Advertising Advertising is a paid for communication. It is used to create attitudes, create awareness and transmit information in order to gain a response from the target market there are many advertising media such as newspapers, magazines and journals, television, cinema. outdoor advertising.

7. Sponsorship Sponsorship is where an organization pays to be associated with a particular event, cause or image. Companies will sponsor sports events such as the Olympics or Formula One. The attributes of the event are than associated with the sponsoring organization.

The elements of the promotional mix are then integrated too form a unique but coherent campaign.

4Ps of BEL- GAD

Marketing is a very important department for any organization and the same goes for BEL GAD. For a successful company one needs to apply the concept of marketing mix in the best suited manner.

The Marketing Mix. Is a term used to describe the combination of tactics used by a business to achieve its objectives by marketing its products or services effectively to a particular target customer group. It is also referred to as the 4 Ps; Product, Price, Promotion and Place or the 7 Ps; The 4 Ps with the addition of People, Process and physical evidence. Businesses need to make sure they are marketing

The right product to

The right person at

The right price in

The right place and at

The right time

Keeping all this in mind BEL GAD prepares products on the demand of its customers. BEL has a separate R&D which keeps in mind all the pre requisites of its customers and try to evolve new technologies, so that they are able to produce the right product, for the right person, at the right price, at right place and at the right time. Moreover, since BEL GAD manufactures radars for Army , Navy & Indian Air Force it manufactures the product only when a order is placed for it from their customers.

PRODUCTS OF BEL GAD

3D Mobile Radar(PSM 33 Mk II)

3-D mobile radar employs monopulse technique for height estimation and using electronic scanning for getting the desired radar coverage by managing the RF transmission energy in elevation plane as per the operational requirements. It can be connected in air defence radar network. The Radar is configured in three transport vehicles, viz., Antenna, Transmitter cabin, Receiver and Processor Cabin. The radar has an autonomous display for stand-alone operation.

FEATURES

Frequency agility

Monopulse processing for height estimation

Adaptive sensitivity time control

Jamming analysis indication, pulse compression,plot filtering / tracking, data remoting

Comprehensive BITE facility

Integrated Secondary Surveillance radar

Technical Specifications

GENERAL

Transmission band200 MHz in S band

ANTENNA

Primary antennaCylindrical paraboloid as reflector with linear

phase array as feed for electronic elevation

scanning.

PolarizationCircular

Gain (low elevation)39.5 dB (Typical)

3 dB beamwidthazimuth 1.5; low elevation 2

Elevation coverage26 in surveillance mode

32 in burn through and designation mode

Rotation speed6 rpm

Programmable tiltin every 5.6 azimuth sector

TRANSMITTER

TWT and CFA

Transmitter average power10 kW

Peak power660 kW

Pulse duration3 x 13 s

Pulse repletion period930 s and 3690 s according to operating

modes and elevation sectors

RECEIVER AND SIGNAL PROCESSING

Intermediate frequency30 MHz

Pulse compression filter

Output pulse width at 3 dB0.2s 20 ns

Logarithmic dynamic range> 75 dB

Noise figure2.2 dB

Quantisation range0.2 s (=30m)

Azimuth360 / 4096

Elevation0.38 mrad

Low Flying Detection Radar ( INDRA II)

The low level radar caters to the vital gap filling role in an air defence environment. It is a transportable and self contained system with easy mobility and deployment features. The system consists mainly of antenna, Transmitter cabin and display cabin mounted on three separate vehicles.

SYSTEM CHARACTERSTICS

Range upto 90 km

Height coverage 35m to 3000m subject to radar horizon

Portability of detection: 90% (Single scan)

Probability of false alarm: 10E-6

Track While Scan (TWS) for 2D tracking

Capability to handle 200 tracks

Association of primary and secondary targets

Automatic target data transmission to a digital modem/networking of radars

Deployment time of about 60 minutes

FEATURES

Fully coherent system

Frequency agility

Pulse compression

Advanced signal processing using MTD and CFAR Techniques

Track while scan for 2-D tracking

Full tracking capabilities for ispatchor targets

Multicolour PPI Raster Scan Display, presenting both MTI and Synthetic Video

Integral IFF

Ease of transportation and fast deployment

TECHNICAL SPECIFICATION

PRIMARY ANTENNA

FrequencyD band (formerly L band)

ReflectorShaped parabolic (5m x 3.3m)

GainBetter than 29 dB

Beam width (Azimuth)3

ElevationCovers upto 17

Side lobesBetter than 23 dB

PolarizationHorizontal

SECONDARY (IFF) ANTENNA

Frequency1030 and 1090 MHz

GainBetter than 25 dB

Side lobesBetter than 23 dB

Beam width (azimuth)4.5

Control patternTo provide effective 3 pulse SLS

TRANSMITTER

FrequencyD band (L band)

Peak power output100 kW

Pulse width12 s

PRF3 x 2 PRFs staggered burst-to-burst and scan-to-scan

FM NoiseBelow 50 dB

RECEIVER

Noise figureBetter than 3 dB

MSTCR4 law

MTI improvement55 dB

DISPLAY

MonitorColour Raster Scan for raw and Synthetic Presentation

IFFMk-X system (fully solid-state)

POWER SUPPLY415V, 50 Hz, 3 phase 60 KVA Generator provided

ENVIRONMENTAL

Operating temperature range0C to +55C

Storage temperature range-40C to +70C

Relative humidity95% maximum at +40C

Wind speed100 Kmph (operate)

140 Kmph (non-operate

Tactical Control Radar

This is an early warning, alerting and cueing system, including weapon control functions. It is specially designed to be highly mobile and easily trasnsportable, by air as well as on the ground. This radar ispatch mutual interference of tasks of both air defenders and friendly air space users. This will result in an increased effectiveness of the combined combat operations. The command and control capabilities of the RADAR in combination with an effective ground based air Defence provide maximum operational effectiveness with a safe, efficient and flexible use of the airspace.

FEATURES

All weather day and night capability

40 km range, giving a large coverage

Multiple target handling and engagement capability

Local threat evaluation and engagement calculations assist the commanders decision making process, and give effective local fire distribution

Easy to operate, and hence low manning requirements and stress reduction under severe conditions

Highly mobile system, to be used in all kinds of terrain, with short into and out of action times (deployment/redeployment)

Clutter suppression

High resolution, which gives excellent target discrimination and allows accurate tracking

SALIENT PERFORMANCE FEATURES

Frequency / band widthX band / 300 MHz

Range40 km (4 SWMT target)

Height coverage3000M

Range Resolution150M

Azimuth resolution1.5

TrackingManual initiation max 20 tracks

Displaycolour raster scan 14 diagonal

IFFIntegrated

Scan rate48 RPM

PolarizationHorizontal / circular

ECCMfast / auto frequency switching staggered PRF

video correlator jam strobe indication

Power supply115V, 400Hz, 19 KVA

Data transmissionby Road / line broadcast mode

ConfigurationSingle vehicle

Deployment time10 minutes (with crew of 2 persons)

ALL WEATHER LOW LEVEL AIR DEFENCE WEAPON CONTROL SYSTEM (PIW 529)

The All weather low-level Air Defence weapon Control system is a combination of Radar, Computer and display that deals with the threat of hostile ECM protected air missions at tree top level. It is a highly Mobile Land based Autonomous search cum track radar which meets the ever increasing threat from low flying high-speed aircrafts. It has all weather capability with timely detection, very accurate and unambiguous tracking, fast prediction of lead angles and built in counter measures.

FUNCTIONS

Air Search in I band and acquisition in I & Ka band

Dual Band I and Ka tracking

Moving target indication in PPI for I search

Automatic interrogation of the tracked target

Fast and accurate lead angle computation of tracked target

Gun assignment and firing initiation

Track while scan upto 3 targets

METEO mode to generate a ballistic meteo message

Presents the target being tracked on a TV monitor to help the operator invisual target identification , threat assessment andengagementmonitoring.

Communication between system operator and gun.

FEATURES

Early detection and fast Acquisition

Automatic and highly accurate tracking

Two band technique

Computer assisted parallax calculation and ballistic data generation

Colour Raster Scan display with PPI and TV picture

Gun assignment and firing initiation

Tactical map presentation through Data Input Unit.

All weather capability

Built in ECCM

TECHNICAL SPECIFICATIONS

DATA SUMMARYFunctions All weather point and area defence with AA guns against medium to very low-level air attacks.

SensorsI band search and I / Ka tracking radar.

WeaponsUp to three weapons, being either all medium ispatc guns

or two guns one missile optional (command line-of-sight or

semi-active homing):parallaxdistance upto 1000 m.

Search coverageUpto 20 km Search while track.

Air picturePPI display, north-oriented, clutter and interference-free, scales 10/20 km.

Target EngagementJoystick Indication ,automatic acquisition and tracking while scan for

additional targets

ECCMSimultaneous with clutter rejection details classified.

Reaction time4.3 sec average

System design Container construction, retractable antennas, diesel-driven power supply,microminiaturized solid state

ANTENNA

Search antenna typeI band slotted wave-guide with IFF dipoles

Horizontal beam width 1.1

PolarisationHorizontal / circular selectable

Rotational speed 44 rpm

Tracking antenna typeMonopulse for I band, Conical scan for Ka band

Beam width 2.4 for I band, 0.6 for Ka band

Slewing speeds and accelerations (typical)

Traverse120/s and 260/s

Elevation60/s and 300/s

Search coverageUpto 20km (1 m target) search while track

TRANSMITTER

Search / tracking transmitter power (peak) 220 kW for I band

Frequencies 6 fixed frequencies in the I band (at choice)

PRF4800 6000 Hz

Ka band transmitter power (peak)15 kW

PRF10 Khz in burst mode / 2400 3000Hz in continuous mode

BATTLE FIELD SURVEILLANCE RADAR SHORT RANGE (BFSR-SR)

BFSR-SR is a man portable, battery powered surveillance and acquisition radar, capable of detecting and displaying a diversity of moving targets such as pedestrians, vehicles, tanks, etc. The radar can be carried in three man packs for deployment to any location.

APPLICATIONS

Border surveillance

Battlefield surveillance

Intelligence gathering

Protection of Sensitive sites

Protection of Industrial facilities, power plants, etc

Prevention of infiltration and illegal immigrationFEATURES

Light Weight, Man portable and fast deployment

Operates 24 hours a day and under all weather conditions

Easy to use and menu driven user interface based on windows NT

Operates on two 24 Volts batteries

J-band pulse Doppler radar with Built in Test Equipment (BITE)

Low probability of intercept with low peak power

High resolution, coloured, north oriented radar picture on portable colour PC display

Track while scan of 50 targets

Classification of targets based on Audio Doppler signature

Provision to overlay geographical maps

Inbuilt Global Position System for self-location of the radar

Built in Digital Magnetic compass for North alignment

Light weight standard 2-wire rugged field cable for communicationbetween radar and Control and Display unit

Provision to Network various radars for wider area coverage

Built in training Simulator.SPECIFICATIONS

Detection Range

- Crawling Man500 metres

- Single walking man2 Kms

- Moving group of people5 Kms

- Moving light vehicles8 Kms

- Moving heavy vehicles10 Kms

Instrumental range18 Kms

Range Accuracy20m rms

Range Resolution50 m

Azimuth scan sector30 to 180

Azimuth Accuracy0.5 rms

Azimuth resolutionBetter than 4

Elevation coverage (remotely settable)-40 to +15

Modes of operation Surveillance and tracking

Target IdentificationUsing Doppler tones

Frequency bandJ-band; 21 frequencies

Transmitter Type Solid state

Receiver Type Super heterodyne

Antenna Type Micro-strip Patch array

Rotation RateLow, Medium, High

Control and Display unitCustomised, portable, IBM PC Compatible with

Windows NT operating system

Display type10.4 LCD colour

Display modesPPI or B-scope

External interfaceRS232C, LAN

Power supply24 Volts DC nominal

Power consumption80 Watts

Weight of system (excluding accessories)30 Kg

MTBF 1500Hrs

Operating temperature-20C to +55C

WARRANTY

(a) The equipment manufactured and supplied shall be guaranteed to be free from defects in workmanship and material. Any equipment which proves to be defective within 15 calendar months from the date of ispatch to the consignee or 16 months from the date of acceptance by the Inspector whichever is earlier shall be repaired or replaced free of charge provided the indentor sends notice of defects and ispatchory proof thereof and also establishes that the equipment has been properly maintained and operated within the limits of the rated capacity and normal usage as specified by the supplier. Freight charges for the return of the defective equipment will be borne by the purchaser.

(b) Equipment ( parts of products ) not manufactured by the supplier do not carry the warranty mentioned above.

(c) Warranty in respect of such equipment or parts or products is limited to extending the same warranty as given by the original supplier of such equipment or parts or products/for six months after the expiry of the original warranty given by the supplier, if the original warranty expires before ispatch. In respect of parts manufactured by the supplier and incorporated in the equipment, suppliers standard warranty terms for such manufactured parts shall apply. Suppliers, upon request will provide the standard warranty terms for such parts manufactured at its works.

(d) The above warranty terms shall not apply for components incorporated in the equipment including but not limited to Electron Tube devices, Semiconductor Device, Batteries and articles made of glass and other Fragile materials.

(e) Supplier shall not however be liable for the purchaser not being able to use any equipment or damage due to misuse, negligence or accident.

(f) Obligation for repair/replacement under the above provisions shall cease after the expiry or warranty period.

PRICING STRATEGY

The defence products such as radars that are manufactured at BEL GAD are manufactured on special orders from their customers. This is because these radars are very important for our countrys defence and are being continuously being improved by the R&D dept.

When a defence agency like Army, Navy or IAF needs a radar or any other defence instrument it invites the companies involved in their manufacture to fill in a tender. Tenders are special documents that are filled in by the companies that manufacture that particular product. This is basically a document in which everyone bidding for the contract for manufacturing that product right their price quotation and submit it to the customer. The customer company further checks the tenders and the lowest bidder gets the tender, for manufacturing the product.

The same is the case with BEL GAD, whenever its customers needs radar, they cal for a tender. The tender for these radars and other electronic defence instruments consists of two parts

Technical Bid

Commercial Bid

First the applying company has to give the technical specification for the products, if these specifications match with the customers requirements then the further go for the commercial bid. In the commercial bid all the companies give their price quotation and the lowest bidding company gets the contract.

The prices quoted are exclusive of Sales Tax and any other taxes or levies which as legally applicable at the time of supply are charged extra. The prices are based on NIL Customs Duty for imported materials, components and instruments. In the event of Government imposing any regulatory customs duty and or making the duty applicable to any of the imported materials/components/instruments for Defence indents also. We reserve the right to revise our selling price. In the event of any levy of Central Excise Duty/Sales Tax or any increase in the rate of these Taxes affecting our cost of production, we reserve the right to revise our selling price.

BEL takes 20% of the Total Value of the indent as advance at the time of placing the order. Further a Progressive advance upto 85% is taken from the customer on purchase of material and cost booked against the order by BEL subject to a certificate from BEL that the total advance is not more than total progressive expenditure incurred by BEL. 10% of the total value of each consignment on inspection and proof of ispatch.

Remaining 5% of the total value of each consignment within 30 days of

receipt of each consignment in good condition.

The price quoted in the bid does not include the cost of services of Engineers for Installation & Commission of equipment. However the services of the Engineers can be made available if required at extra cost. The charges for the services of our Engineers will be as prevailing at that time per Engineer per day plus to and fro charges as appropriate from Bangalore to any place in India as required. The customer have to intimate at least 3 weeks in advance before requisitioning the services of BELs Engineer.

PLACE

Place is a very important element of any companys marketing mix. The location at which a company is very important. The company should be located at a place such that its inventory and their customer should be near the company vicinity. Moreover the place should be such that it is easy to transport the products from the vicinity to the customer.

BEL GAD has an advantage at this point. This unit of BEL is located at the outer skirts of Ghaziabad near Delhi. And since their customers are defence ministry they can very easily get in touch with them. Moreover, they dont have problem in transporting their products as they are located close to their customers. Months from the data of receipt of technically clear commercial order at our and subject to Force Majeure.

Adherence to the delivery time is subjected to the order being completely clarified and all information data to be furnished by the indentor, as well as advance payment agreed upon being received by the supplier in due time. If these conditions are not met in time, the term of delivery is adequately extended.

FORCE MAJEURE

Force Majeure is defined as (1) any cause which is beyond the control of the contractor (2) natural phenomena including but not limited to weather conditions, floods, droughts, earthquakes