Tushar Sharma

B.Com.(H) II Year
2017-18

REGIONAL COLLEGE
OF PROFESSIONAL STUDIES & RESEARCH
Affiliated to MJP Rohilkhand University, Bareilly

Pilibhit Bypass, BAREILLY (UP)

PROJECT ON

BALME LAWRIE & CORPORATION LTD

(TITLE OF PROJECT)

(LOGO OF PROJECT COMPANY)

2016-2017

SUBMITTED BY:

TUSHAR SHARMA

B.COM. (HONOURS) – II Year.

 Tushar Sharma
B.Com.(H) II Year
2017-18

REGIONAL COLLEGE
OF PROFESSIONAL STUDIES & RESEARCH
Affiliated to MJP Rohilkhand University, Bareilly
Pilibhit Bypass, BAREILLY (UP)

CERTIFICATE
THIS IS TO CERTIFY THAT THE PROJECT TITLED

“BALME LAWRIE & CORPORATION LTD ”

(Title of Project)
HAS BEEN PREPARED BY

Tushar Sharma
AS PER REQUIREMENT OF CURRICULUM OF B.COM. (HONOURS)- II Year.
THIS WORK IS AS PER GUIDELINES LAID OUT FOR THE SAME AND IS WORTHY OF APPROVAL.

Signature of Panel of Teachers

Dr. Anjali Chaudhary
Dr. Priya Verma
Miss Surya Lata
 Tushar Sharma
B.Com.(H) II Year
2017-18

REGIONAL COLLEGE
OF PROFESSIONAL STUDIES & RESEARCH
Affiliated to MJP Rohilkhand University, Bareilly

Pilibhit Bypass, BAREILLY (UP)

ACKNOWLEDGEMENT
I AM EXTREMELY THANKFUL TO ALL THOSE WHO HAVE HELPED ME IN COMPLETION OF MY

PROJECT TITLED

“BALME LAWRIE & CORPORATION LTD”.

MY PROJECT WOULD NOT HAVE COMPLETED WITHOUT THE ENCOURAGEMENT, GUIDANCE AND
MOTIVATION PROVIDED TO ME BY Dr. Anjali Chaudhary, Dr. Priya Verma and Miss Surya
Lata mam. LASTLY, I WOULD THANK ALMIGHTY GOD FOR GIVING ME COURAGE, WILL AND
INTELLIGENCE TO COMPLETE THIS WORK.

Tushar Sharma

B.Com. (Hons)

II Year
 Tushar Sharma
B.Com.(H) II Year
2017-18

CHAPTER 1

RESEARCH METHODOLOGY
 Tushar Sharma
B.Com.(H) II Year
2017-18
RESEARCH METHODOLOGY

Research method is an academic activity and as such as the term should be used in a technical

sense. This research comprises of defining and redefining problem, formulating hypothesis or

suggested solution; collecting; organizing and evaluating data; making deduction and reaching

conclusion; and at last carefully testing the conclusion to determine they fit the formulating

hypothesis. By this way proper methodology is an essential step in conducting research study.

In recent years, the word methodology has become a "pretentious substitute for the

word method". Many recent uses of the word methodology mistakenly treat it a synonym

for method or body of methods. Doing this shifts it away from its true meaning and reduces it

to being the procedure itself, the set of tools or the instruments that should have been its

outcome. A methodology is the design process for carrying out research or the development

of a procedure and is not in itself an instrument for doing those things. Using it as a synonym

for method or set of methods, leads to misinterpretation and undermines the proper analysis

that should go into designing research. Generally for any research study both primary and

secondary research are done which facilitates in the better understanding of the entire study.

Primary research helps garner relevant and adequate data of the current state of affairs

pertaining to any subject and provides an insight into the exact nature of the problem. Owing

to the broad and complex nature of this research topic which would require delving into many

aspects of the study including an ethnographic study which would in turn include a
 Tushar Sharma
B.Com.(H) II Year
2017-18
longitudinal time horizon which cannot bepossibly encompassed within this research as it

goes
 Tushar Sharma
B.Com.(H) II Year
2017-18

CHAPTER 2

INTRODUCTION
 Tushar Sharma
B.Com.(H) II Year
2017-18
INTRODUCTION

Driven by the spirit of entrepreneurship, two enterprising Scotsmen Stephen George Balmer and

Alexander Lawrie sowed the seeds of this company at Kolkata on 1st February, 1867. History goes…a

coin was tossed…Balmer won…Balmer’s name preceded in the Firm incorporated and thus was born

Balmer Lawrie.

There was hardly any business where Balmer Lawrie did not delve into in its formative years, whether

it was from Tea to Shipping, Insurance to Banking or Trading to Manufacturing. The company has left

a mark of its own at every step of its remarkable corporate journey.

Today, Balmer Lawrie is a Mini-Ratna-I Public Sector Enterprise, under the Ministry of Petroleum &

Natural Gas of India. It has six Strategic Business Units – Industrial Packaging, Greases & Lubricants,

Leather Chemicals, Travel & Vacations, Logistics and Refinery & Oil Field Services, with offices spread

across the country and abroad. Balmer Lawrie has grown enormously in the last 150 years and has

become the market leader in Steel Barrels, Industrial Greases & Specialty Lubricants, Corporate Travel

and Logistics Services. It has very well responded to the demands of an ever changing environment

and has taken full advantage of every opportunity to innovate. Balmer Lawrie also grew inorganically

through various JVs over the period of time.

 Tushar Sharma
B.Com.(H) II Year
2017-18
Founded by two Scotsmen, Stephen George Balmer and Alexander Lawrie, in Kolkata, Balmer Lawrie

& Co. Ltd. started its corporate journey as a Partnership Firm on 1st February 1867. Traversing the 151

years gone by, today Balmer Lawrie is a Miniratna - I Public Sector Enterprise under the Ministry of

Petroleum and Natural Gas, Govt. of India, with a turnover of Rs. 1901 crores and a profit of Rs. 254

crores. Along with its five Joint Ventures and two subsidiaries in India and abroad, today it is a much-

respected transnational diversified conglomerate with presence in both manufacturing and service

sectors. Balmer Lawrie is a market leader in Steel Barrels, Industrial Greases & Specialty Lubricants,

Corporate Travel and Logistics Services. It also has significant presence in most other businesses, it

operates, viz, Leather Chemicals, Logistics Infrastructure etc. In its 150 years of existence, Balmer

Lawrie has been successfully responding to the demands of an ever changing environment, leveraging

every change as an opportunity to innovate and emerge a leader in industry.

 Tushar Sharma
B.Com.(H) II Year
2017-18

CHAPTER 3

ORGANIZATION STRUCTURE
 Tushar Sharma
B.Com.(H) II Year
2017-18
ORGANIZATION STRUCTURE

Key
F
Sr. Designati Execut Pho Ema
a
No. on ive ne il
x
Name

bhav
sar.k
Kavita 033- @ba
Company
1 Bhavsa 2222 lmerl
Secretary
r 5451 awri
e.co
m

das.
san
dip
Sr. Vice 033- @b
Sandip
2 President 22225 alm
Das
[Finance] 515 erla
wrie
.co
m

3 COO [ Sreejit 033- bane

 Tushar Sharma
B.Com.(H) II Year
2017-18

Key
F
Sr. Designati Execut Pho Ema
a
No. on ive ne il
x
Name

Greases & Banerj 2450 rjee.

Lubricants] ee 5201 sreej
it@b
alme
rlawr
ie.co
m

0
3
3
gang
-
uly.
2
mk
Manas 033- 2
COO @ba
4 Gangul 2222 2
[Logistics] lmerl
y 5625 2
awri
e.co
5
m
7
2
7
 Tushar Sharma
B.Com.(H) II Year
2017-18

Key
F
Sr. Designati Execut Pho Ema
a
No. on ive ne il
x
Name

0
3
3 agar
Chief - wal.
Informatio 2 abhi
Abhish
n Officer - 033- 2 shek
ek
5 Informatio 2222 2 @ba
Agarw
n 5208 2 lmerl
al
Technolog awri
y 5 e.co
2 m
5
3

0 utha
4 yaraj
COO
RM 044- 4 a.rm
[Leather
6 Uthaya 2594 - @ba
Chemicals
raja 1547 2 lmerl
]
5 awri
9 e.co
 Tushar Sharma
B.Com.(H) II Year
2017-18

Key
F
Sr. Designati Execut Pho Ema
a
No. on ive ne il
x
Name

4 m

5
0
0
6

ravis
hank
ar@
COO 022-
Ravish vaca
7 [Travel & 6198
ankar tions
Vacations] 3385
exoti
ca.c
om

0 adik
Sr. Vice A 033- 3 a.rs
8 President Ratna 2222 3 @ba
[HR] Sekhar 5422 - lmerl
2 awri
 Tushar Sharma
B.Com.(H) II Year
2017-18

Key
F
Sr. Designati Execut Pho Ema
a
No. on ive ne il
x
Name

2 e.co
2 m
2

5
5
0
0

0
3
3 lakh
Executive
- anpa
Director
2 l.m
[New Manoj 033-
2 @ba
9 Initiative Lakhan 2222
2 lmerl
and pal 5515
2 awri
Programm
e.co
e Delivery]
5 m
2
9
 Tushar Sharma
B.Com.(H) II Year
2017-18

Key
F
Sr. Designati Execut Pho Ema
a
No. on ive ne il
x
Name

0
3
3
khun
-
tia.s
Shyam 2
Director 033- s@b
Sundar 2
10 [Finance] 2222 alme
Khunti 2
& CFO 5601 rlawr
a 2
ie.co
5
m
7
2
6

0 swa
Director 3 mina
K. 033-
[Service 3 than.
11 Swami 2222
Businesse - k@b
nathan 5481
s] 2 alme
2 rlawr
 Tushar Sharma
B.Com.(H) II Year
2017-18

Key
F
Sr. Designati Execut Pho Ema
a
No. on ive ne il
x
Name

2 ie.co
2 m

5
7
2
7

0
3
3
- selv
Director 2 am.d
[Manufact 033- 2 s@b
D Sothi
12 uring 2222 2 alme
Selvam
Businesse 5321 2 rlawr
s] ie.co
5 m
7
2
6
 Tushar Sharma
B.Com.(H) II Year
2017-18

Key
F
Sr. Designati Execut Pho Ema
a
No. on ive ne il
x
Name

0
3
3
-
basu
2
Chairman .p@
033- 2
& Prabal balm
13 2222 2
Managing Basu erla
5305 2
Director wrie.
com
5
5
0
0
 Tushar Sharma
B.Com.(H) II Year
2017-18

CHAPTER 4

PRODUCT RANGE
 Tushar Sharma
B.Com.(H) II Year
2017-18
PRODUCT RANGE

COMPOSITE DRUMS

Like a coconut, this composite drum has a double shell. The inner is a blow molded plastic container

made from high-density polyethylene to suit your requirements and this is surrounded by a strong

outer shell of steel providing unrivalled protection. The plastic lining is perfect for liquids that are

incompatible with steel.

 Tushar Sharma
B.Com.(H) II Year
2017-18
It is used for packing dangerous and corrosive liquids such as chemicals and pharmaceuticals. In effect

t, the composite drum is plastic container wrapped in steel. This is ideally suited for most liquids, no

matter how dangerous or corrosive.

The composite drum is sealed using 50mm buttress threaded plastic plugs, which are tightened into

pre-threaded plastic necks of the drums. For additional security, cap-seal can be fitted.

We can provide drums with UN Certification of any category.

FEATURES AND BENEFITS:

 Drums are manufactured from the highest quality CRCA steel at the most modern plants.

 Drums are subject to Helium Leak Detection to ensure they are 100% leak proof.

 Special high quality paints are used for a good quality finish for the drums. High quality

customized screen printing is also available to create customer branding.

 Triple seam in the drums gives extra strength.

 A drain plug provided at the bottom (optional) helps to provide enhanced safety

 Drums meet Indian and international shipping specifications

 Inclusive transportation for minimum 200 nos. with continuous track of supply.

 Internally cleaned drums for chemical companies and other segments.

 Balmer Lawrie procures all the raw materials including steel, seaming compounds, closure and

paint from reputed suppliers

 Provision of UN Certification for hazardous products.

 Gaskets are offered depending on product compatibility.

 Tushar Sharma
B.Com.(H) II Year
2017-18
 Provision of tag-rings and cap-seals allows increased pilfer-proofness.

 Drums are wrapped with corrugated paper/stretch wrap/bubble wrap to avoid transit damage.
 Tushar Sharma
B.Com.(H) II Year
2017-18
CONICAL DRUMS

Conical drums are specially developed to satisfy requirements of Food/ Fruits industry. Manufactured

from cold rolled closed annealed steel (CRCA), these drums acquire shape through expansion (Plastic

Deformation of Metal). This neatly improves the strength of the drum and its mechanical

characteristics.

Conical drums are internally coated and externally painted and are available in 210 ltrs, Suitable for

filling of 225kg packed aseptic bag.

Due to its structure and dimensions, a conical drum allows exceptional efficiency during

transportation and storage. Overall external diameter of the drum makes it possible to store 4 drums

in line that suits stuffing of 80 drums in a 20 ft. shipping container. It is also possible to transport up to

1368 empty drums in a 40 ft. Container. Once filled, drums can be stacked 3 to 4 high with the pallets.

Conical drums may be returned and reused.

 Tushar Sharma
B.Com.(H) II Year
2017-18
FEATURES AND BENEFITS

 Drums are manufactured from the highest quality CRCA steel at the most modern plants.

 Drums meet Indian and international shipping specifications

 Balmer Lawrie procures all the raw materials including steel, seaming compounds, closures

and paint from reputed suppliers.

 Reduces cost of transportation and storage due to conical shape, allowing them to nest in.

 Reduced storage space.

 Perfect palletization and containerization.

 Reduced cost of returning the drums by end users since the drums can be nested.

 Epoxy phenolic inside lining/ food grade internally painted, in accordance with FDA standards.

 Special high quality paints are used for a good quality finish for the drums. High quality

customized screen printing is also available to create customer branding.

 Drums are wrapped with corrugated paper/stretch wrap/bubble wrap to avoid transit damage.

 Non-toxic polish added to the paint, specially recommended by tomato paste packaged in

aseptic bags.

 Galvanized metallic ring with adjustable lever and security seal to improve the quality.
 Tushar Sharma
B.Com.(H) II Year
2017-18
RECOMMEND TO STORE

 Agricultural products

 Food products in liquid and viscous state

 Fruits and vegetable pulps (in conjunction with aseptic bags)

 Concentrated liquids and other similar products

 Aseptic bag packaging of tomato paste, mango pulp and all other variants of food pulp
 Tushar Sharma
B.Com.(H) II Year
2017-18
GALVANIZED DRUMS

Galvanized drums are used for the storage of extremely hazardous chemicals / strong solvents /

fragrances etc. It is manufactured from Galvanized sheets. We can provide drums with UN

Certification of any category.

 Tushar Sharma
B.Com.(H) II Year
2017-18
LACQUERED DRUMS

Lacquered drums are coated internally with epoxy lacquer and are used for the packaging of food,

pharmaceuticals, agrochemicals, pesticides, and fine chemicals where purity of the product is of

paramount importance. These drums are used when there are possibilities of the product reacting

with steel or purity is of utmost importance. The internal coat prevents any reaction whatsoever.

We offer lacquer lined drums duly coated with pigmented lacquer, buff, clear phenolic epoxy lacquer

etc. to suit tailor made requirements.

We offer tight head/open head lacquer drums right from 1.00mm thickness to 1.63 mm thickness.

They are also available on combination of various steel thickness. We also meet specific requirements

of locking rings as per customer requirement.

We can provide drums with UN Certification of any category.

 Tushar Sharma
B.Com.(H) II Year
2017-18
NECKED-IN DRUMS

Necked-in drums are specially designed for exports in a shipping container. This innovative design is

globally accepted. This packaging allows easy filling and removal of contents. For this, top lid shall be

secured to the barrels by a G.I. locking ring and clamped with the help of 100mm long G.I.Bolt & Nut

and / or Clamp type G.I. Ring. G.I. locking shall be fabricated from 1.25mm to 1.6mm thick steel.

We offer Necked-in Drums right from 0.80mm thickness to 1.25mm thickness. They are also available

on combination of various steel thickness.

We can provide drums with UN Certification of any category.

FEATURES AND BENEFITS:

 Drums are manufactured from the highest quality CRCA steel at the most modern plants.

 Special high quality paints are used for a good quality finish for the drums. High quality

customized screen printing is also available to create customer branding.

 Triple seam in the drums gives extra strength.

 Provision of W-bead and corrugation allows enhanced stackability

 Drums meet Indian and international shipping specifications. 80 necked in drums can fit in a

20ft container along with pallets.

 Internally cleaned drums for chemical companies and other segments.

 Tushar Sharma
B.Com.(H) II Year
2017-18
 Balmer Lawrie procures all the raw materials including steel, seaming compounds, closures

and paint from reputed suppliers.

 Provision of UN Certification for hazardous products.

 Gaskets are offered depending on product compatibility.

 Provision of tag-rings and cap-seals allows increased pilfer-proofness.

 Drums are wrapped with corrugated paper/stretch wrap/bubble wrap to avoid transit damage.

 Special internal lining of lacquer or paint as per product needs

 Tushar Sharma
B.Com.(H) II Year
2017-18
OPEN HEAD PLAIN DRUMS

Open head drums are used for storing high-density liquids. This packaging allows easy filling and

removal of contents. For OH top lid shall be secured to the barrels by a G.I. locking ring and clamped

with the help of 100mm long G.I.Bolt & Nut and / or Clamp type G.I. Ring. G.I. locking shall be

fabricated from 1.25mm to 1.6mm thick steel.

We offer Open Head Drums right from 0.80mm thickness to 1.25mm thickness. They are also available

on combination of various steel thickness.

 Tushar Sharma
B.Com.(H) II Year
2017-18
We can provide drums with UN Certification of any category.

FEATURES AND BENEFITS

 Drums are manufactured from the highest quality CRCA steel at the most modern plants.

 Special high quality paints are used for a good quality finish for the drums. High quality

customized screen printing is also available to create customer branding.

 Triple seam in the drums gives extra strength.

 Provision of W-bead and corrugation allows enhanced stackability

 Drums meet Indian and international shipping specifications

 Inclusive transportation for minimum 200 nos. with continuous track of supply.

 Internally cleaned drums for chemical companies and other segments.

 Balmer Lawrie procures all the raw materials including steel, seaming compounds, closures

and paint from reputed suppliers.

 Provision of UN Certification for hazardous products.

 Gaskets are offered depending on product compatibility.

 Provision of tag-rings and cap-seals allows increased pilfer-proofness.

 Drums are wrapped with corrugated paper/stretch wrap/bubble wrap to avoid transit damage.

 Special internal lining of lacquer or paint as per product needs

 Tushar Sharma
B.Com.(H) II Year
2017-18
TALL DRUMS

Tall drums are 235/250 Liter capacity drums, which can be manufactured as Tight head drums or

Open head drums. These drums are used when you wish to get more advantage from the

conventional MS drum.

We offer Tall drums right from 0.80mm thickness to 1.25mm thickness. They are also available on

combination of various steel thickness.

We can provide drums with UN Certification of any category.

 Tushar Sharma
B.Com.(H) II Year
2017-18

FEATURES AND BENEFITS:

 Drums are manufactured from the highest quality CRCA steel at the most modern plants.

 Drums are subjected to Helium Leak Detection to ensure they are100% leak proof.

 The additional height allows to fill more product and gain a cost advantage as well as logistical

convenience.

 Special high quality paints are used for a good quality finish for the drums. High quality

customized screen printing is also available to create customer branding.

 Triple seam in the drums give extra strength.

 Provision of W-bead and corrugation allows enhanced stackability

 Drums meet Indian and international shipping specifications

 Internally cleaned drums for chemical companies and other segments.

 Balmer Lawrie procures all the raw materials including steel, seaming compounds, closure and

paint from reputed suppliers.

 Provision of UN Certification for hazardous products.

 Gaskets are offered depending on product compatibility.

 Provision of tag-rings and cap-seals allows increased pilfer-proofness.

 Drums are wrapped with corrugated paper/stretch wrap/bubble wrap to avoid transit damage.
 Tushar Sharma
B.Com.(H) II Year
2017-18
TIGHT HEAD PLAIN DRUMS

These drums have fixed top and bottom with two closures of 2” and ¾”. Body is electrical resistance

welded and ends are double /triple seamed as per customer requirements. They are usually used for

filling liquids and semi-liquids.

We offer Tight Head Drums right from 0.80mm thickness to 1.63mm thickness. They are also available

on combination of various steel thickness.

We can provide drums with UN Certification of any category.

FEATURES AND BENEFITS:

 Tushar Sharma
B.Com.(H) II Year
2017-18
 Drums are manufactured from the highest quality CRCA steel at the most modern plants.

 Drums are subjected to Helium Leak Detection to ensure they are100% leak proof.

 Special high quality paints are used for a good quality finish for the drums. High quality

customized screen printing is also available to create customer branding.

 Triple seam in the drums give extra strength.

 Provision of W-bead and corrugation allows enhanced stackability

 Drums meet Indian and international shipping specifications

 Inclusive transportation for minimum 200 nos. with continuous track of supply.

 Internally cleaned drums for chemical companies and other segments.

 Balmer Lawrie procures all the raw materials including steel, seaming compounds, closure and

paint from reputed suppliers.

 Provision of UN Certification for hazardous products.

 Gaskets are offered depending on product compatibility.

 Provision of tag-rings and cap-seals allows increased pilfer-proofness.

 Drums are wrapped with corrugated paper/stretch wrap/bubble wrap to avoid transit damage.
 Tushar Sharma
B.Com.(H) II Year
2017-18

CHAPTER 5

PLANT LOCATION
 Tushar Sharma
B.Com.(H) II Year
2017-18
PLANT LOCATION

Balmer Lawrie & Co. Ltd.

21, N S Road, Kolkata 700 001

CIN- L15492WB1924GOI004835

033 2222 5218

sen.k@balmerlawrie.com

Shri Kaustav Sen, Compliance officer

 Tushar Sharma
B.Com.(H) II Year
2017-18

CHAPTER 7

MARKETING STRATEGIES
 Tushar Sharma
B.Com.(H) II Year
2017-18
MARKETING STRATEGIES

Balmer Lawrie has been in existence since 1867 and has evolved overtime, establishing

several milestones in the Corporate annals of the country. It was the first PSE to go global, by setting

up manufacturing facilities outside India. It was the first to subscribe to Commercial Paper and is

perhaps the most diversified Corporate entity in the country today.

BL offers career opportunities, to deserving aspirants, practically at all points in their career lifecycle.

In BL, induction of external talent is considered as a critical management practice that facilitates

organisational renewal. Induction of talent at all levels is a merit based practice, and excepting for

selection of fresher(s) carried out through campus recruitments, all lateral inductions are initiated

through advertisements in National Dailies of repute and on our website. Prospective candidates

interested in exploring opportunities in BL should therefore regularly track BL website under Careers.

Career Opportunities

Generally, recruitment in the Executive Cadre is done by inducting professionals at three levels in the

Company.
 Tushar Sharma
B.Com.(H) II Year
2017-18
Level 1

Junior Management (Assistant Manager / Deputy Manager / Manager)

At the entry level to the Executive Cadre Management Graduates and Engineering Graduates are

inducted as executive Trainees and Graduate Engineers. For this purpose, BL visits select campuses,

viz. IITs, NITs, IIMs, and other premier Institutes of national repute. On completion of 1 year of

training ETs are absorbed as Assistant Managers in the Company.

Additionally, BL also recruits professionals laterally as Deputy Managers / Managers with relevant

industry experience into first-line manager roles, in functions like Marketing, Production, Supply

Chain, QC, R&D, A&F, HR, IT etc.

Level 2

Middle Management (Senior Manager / Chief Manager)

BL inducts professionals with specific domain expertise into its middle management level. The

requirement for applying for such roles is professional qualification with minimum 7 years of relevant

post qualification experience. Talent induction at this level is directed to address the emergent special
 Tushar Sharma
B.Com.(H) II Year
2017-18
skill requirement of the Company and to build a leadership pool to support growth needs of the

Company.

Level 3

Senior Management (Associate Vice President / Vice President)

Induction of talent in the Senior Management level in BL is carried out as part of its strategic initiative

to enhance the Leadership Bandwidth. Professionals having a minimum of 11 years to 13 years of

relevant post qualification experience and with leadership potential are inducted as Associate Vice

President or Vice President in the Company. Incumbent at these levels hold leadership roles in critical

functional areas.

Level 4

Top Management (COO / Senior Vice President)

All major businesses of the Company and all Functional Heads of shared services such as A&F, IT etc.

are manned at the Top Management level. Though direct induction at this level is far and few,

opportunities do arise once in a while.

Career In BL

A successful career in BL is essentially a story of evolution, marked by three elements Education,

Exposure and Experience. BL inducts talent at all levels, and prefers to grow leaders from within.
 Tushar Sharma
B.Com.(H) II Year
2017-18
Accordingly, the recruitment policy of the Company is aligned with its Talent Management Policy.

Under the talent management policy the Company maintains a dynamic roster of Executives with

potential for being 'fast-tracked'. All vacancies irrespective of the level (Junior/ Middle/ Senior/Top) is

internally circulated. Executives identified as fast-trackers are provided opportunity to apply against

openings to Grades higher; thereby, providing 'Jump-Level' career progression opportunity to those

who deserve. BL is committed to providing best possible career progression to the professionals who

care to continue with the Company and dare to chase the limits of her/ his competence.

Further the Executive Career Management practice of BL is rooted in the BL Leadership Competency

Framework. At BL, the belief is that every individual can scale the 'heights of excellence' provided

she/he takes advantage of inputs provided to her/him in three core areas

 Education for Structured Thinking,

 Exposure to opportunities for mastering the art of Execution and

 Experience of varied situation to master ingenuous Application

The above stated needs remain true irrespective of the position an individual holds in the hierarchy,

of course the tenor varies with span of control and the complexity of environment. Hence the learning

process operates over the continuum Instructional to Experiential. As an Executive moves up the
 Tushar Sharma
B.Com.(H) II Year
2017-18
hierarchy, the developmental inputs get more personalised and experiential, delivered through

coaching, shadowing and mentoring.

At each threshold level (JM to MM and then MM to SM) in an individual's career, BL deploys the 4D

model framework as under

Career decisions in BL are strictly linked to its robust Performance Management System, where every

Executive's performance is evaluated under a KPT based performance evaluation instrument. Every

executive is also assessed on the BL Leadership Competency Framework and against BL Values

Framework. Our fast-trackers are characterised by their never-say-die attitude and keenness to

achieve their personal and team goals.

 Tushar Sharma
B.Com.(H) II Year
2017-18
Be a part of BL to embark in journey of building a career that could take you through the marvel of

being part of a heritage and assume leadership roles in businesses which are as diverse and rich as

your dream could be!

 Tushar Sharma
B.Com.(H) II Year
2017-18

CHAPTER 8

DATA ANALYSIS
 Tushar Sharma
B.Com.(H) II Year
2017-18
DATA ANALYSIS

Q.1. What do you think marketing strategies can help to increase the sales of the product?

Options No. Of people Percentage%

YES 42 84%
NO 3 6%
CAN’T SAY 5 3%

yes no can't say

0%

10%

6%

84%

INTERPRETATION: According to above chart most of people said that marketing strategies can help to
increase the sales of the product and some of people were not agree with point and some of them
said that we can’t say about this.
 Tushar Sharma
B.Com.(H) II Year
2017-18
Q.2. Why market segmentation is important?

Options No. of people Percentages%

Matching of customer needs 21 42%
Enhance profits 17 34%
Retain more customer 12 24%

MOCN EP RC

0%

24%

42%

34%

INTERPRETATION: According to the above chart most of the respondents said that market
segmentation is helpful to enhance the profits and better matching of customer needs and some of
them were saying that to retain more customer .
 Tushar Sharma
B.Com.(H) II Year
2017-18
Q.3. What problems you have to face when making you are making marketing strategies?

Options No. Of people Percentage%

Competition 17 34%
Technology 17 34%
Brand image 16 32%

COMPETITION TECHNOLOGY BRAND IMAGE

0%

32% 34%

34%

INTERPRETATION: According to above chart there are so many factors which effects to marketing
strategies most of the people said that competition and technologies effected too much and some of
people said that brand image also affected to the marketing strategies.
 Tushar Sharma
B.Com.(H) II Year
2017-18
Q.4. Should marketing strategies be differ for each car?

Options No. Of people Percentage%

Yes 46 92%
No 2 4%
Can’t say 2 4%

YES NO CAN'T SAY

0%
4%
4%

92%

INTERPRETITION: According to the above chart we can know about should marketing strategies be
differ for differ cars and the chart is showing that most of the people said that yes cars are differ from
each other then marketing strategies should also be differ and some of them said no and some we
can’t say.
 Tushar Sharma
B.Com.(H) II Year
2017-18
Q.5 Do you think that you are strong in making marketing strategies than others?

Options No. Of people Percentage%

Yes 37 74%
No 4 8%
Can’t say 9 18%

YES NO CAN'T SAY

0%

18%

8%

74%

INTERPRETITION: The chart is showing that most of the people said that yes we are more strong to
making marketing strategies and some of them said that no and some were saying that we can’t say .
 Tushar Sharma
B.Com.(H) II Year
2017-18
Q.6. Do you think that advertisement is necessary to increase the sales of the product ?

Options No. Of people Percentage%

Yes 45 90%
No 2 4%
Can’t say 3 6%

YES NO CAN'T SAY

0%

6%
4%

90%

INTERPRETATION: From above chart we can know about how much advertisement is necessary to
increase the sales of the product and most of people said that yes it is and some of them said that no
and some were saying that we can.
 Tushar Sharma
B.Com.(H) II Year
2017-18
Q.7. How you will segment the Balme Lawrie & Co.Ltd.?

Options No. Of people Percentage%

Acc. To community 17 34%
Price and quality 17 34%
Brand image 16 32%

ACC. TO COMMUNITY P&Q BRAND IMAGE

0%

32% 34%

34%

INTERPRETATION: From above the we can know about how to segment the cars and most of the
people said that we can’t segment cars with one variable and we have to all the variables and after
that segment the car so response is same by all respondents.
 Tushar Sharma
B.Com.(H) II Year
2017-18
Q.8. What type of strategies are using by the Balme Lawrie & Co.Ltd.?

Options No. Of people Percentage%

Direct marketing 32 61%
Indirect mark. 4 8%
Public relations 16 31%

DIRECT MARK. INDIRECT MARK. PR

0%

31%

61%
8%

INTERPRETATION: Above chart is showing that most of respondents said that direct marketing is
more using by the Micro turners s and some people said that public relations are also important and
some of them saying that indirect strategies are also.
 Tushar Sharma
B.Com.(H) II Year
2017-18
Q.9. Can competition and technology be helpful in making marketing strategies? if yes than how
much?

Options No. Of people Percentage%

10-35% 10 20%
35-70% 12 24%
70-100% 28 56%

10-35% 35-70% 70-100%

0%

20%

56%
24%

INTERPRETATION: Above chart is showing that competition and technology can helpful in making
marketing strategies and most of the respondents said that yes and some replied that some
companies can’t afford due to financial problems and less people said it helps little bit.
 Tushar Sharma
B.Com.(H) II Year
2017-18
Q.10. Who people should be involved when you are making marketing strategies?

Options No. Of people Percentage%

Top management 15 30%
Bottom management 11 30%
Lower management 9 18%
Consumer 15 22%

TM BM LM CONSUMER

30% 30%

18%
22%

INTERPRETATION: According to the above chart most of the respondents said that all people should
be involved when you are making marketing strategies so almost people said whole organisation
should be involved.

Q.11. Do you think that brand extension is necessary for the company ?
 Tushar Sharma
B.Com.(H) II Year
2017-18

Options No. Of people Percentage%

Yes 27 54%
No 13 26%
Can’t say 10 20%

YES NO CAN'T SAY

0%

20%

54%

26%

INTERPRETATION: According to the above chart half of them said that yes brand extension is
necessary but some respondents replied no because some time due to brand extension the brand
image could be down and some respondents were saying we can’t say’
 Tushar Sharma
B.Com.(H) II Year
2017-18
Q.12 Can research play an important role to get knowledge about the market conditions?

Options No. Of people Percentage%

Yes 34 68%
No 11 22%
Can’t say 5 10%

YES NO CAN'T SAY

0%

10%

22%

68%

INTERPRETATION: According to the above chart mostly respondents said that yes research can play
an important role to know the market conditions and some of them said that sometimes it can be
wrong and some was saying that we can’t say.
 Tushar Sharma
B.Com.(H) II Year
2017-18
Q.13. Can communication play an necessary role to attract the customers?

Options No. Of people Percentage%

Yes 39 78%
No 4 8%
Can’t say 7 14%

YES NO CAN'T SAY

0%

14%

8%

78%

INTERPRETATION: Above chart is showing that mostly respondents were saying that yes
communication can attract the customer more and some of them said that no and some we can’t say.
 Tushar Sharma
B.Com.(H) II Year
2017-18
Q.14. Which is the best strategy that can help to increase the sales of the products?

Options No. Of people Percentage%

Direct marketing 16 32%
Diversity mark. 7 14%
Advertisement 27 54%

DM DM ADVER.

0%

32%

54%

14%

INTERPRETATION: According to above chart often respondents said that advertisement is the best
strategy is the best marketing strategy and some were saying that direct and diversity marketing.
 Tushar Sharma
B.Com.(H) II Year
2017-18
Q.15. Which marketing strategies are effective to increase the sales of the product ?

Options No. of people Percentage %

Direct marketing 17 34%
Indirect marketing 11 22%
Advertisement 22 44%

DM IM ADVR.

0%

34%
44%

22%

INTERPRETATION: From the above chart we can know that which marketing strategies can help to
increase the sales of the product. According to above the chart advertisement is most effective
strategies which can help to increase the sales
 Tushar Sharma
B.Com.(H) II Year
2017-18

CHAPTER 9

FINDINGS
 Tushar Sharma
B.Com.(H) II Year
2017-18
FINDINGS
With the help of employees of Micro turners , I came to know marketing strategies are very effective

to increase the sales of the product. With the help of marketing strategies companies segment their

product according to the customer and due to advertisement and other communicational tools they

can position their product in the minds of the customer so we can say that marketing strategies can

help to increase the sales of the product.

2. They have to face too much problems when they are making marketing strategies because of

competition and technology. As we all of us know that day by day the competition is increasing and

new technologies are coming everyday so every company will try to be best. If any company want to

be highlight in the market then they have to make different marketing strategies than other

companies in the market. So they have to face some problems to make different marketing strategies.

3. Due to the employees of the Micro turners , I knew about how and why they segment the

products. To segment the market there are so many basis of the market segmentation like

geographical, demographic, psychographic and behaviour segmentation. There are so many reasons

to segment the market like better matching of customer needs and to enhance the profits, to retain

more customer and to position their product in better way.

 Tushar Sharma
B.Com.(H) II Year
2017-18

CHAPTER 10

LIMITATIONS
 Tushar Sharma
B.Com.(H) II Year
2017-18
LIMITATION

 I was allowed to process my survey only on weekends.

 I din not find any online survey facility there.

 Targeted respondents were from upper class and upper middle class

people.

 I was allowed to process my survey only at customer service desk, not

anywhere in the store.

 Tushar Sharma
B.Com.(H) II Year
2017-18

CHAPTER 11

RECOMMENDATIONS & SUGGESTIONS

 Tushar Sharma
B.Com.(H) II Year
2017-18
RECOMMENDATION AND SUGGESTION

1. They should produce middle segment cars because they are producing only high
segment cars except one or two.
2. They should make better programmes to capture markets.
 Tushar Sharma
B.Com.(H) II Year
2017-18

CHAPTER 12

CONCLUSION
 Tushar Sharma
B.Com.(H) II Year
2017-18
CONCLUSION

In this report we have analyzed in detail the retail industry .We had initially started with the

evolution of the retail sector in India, then moved with various loyalty programs and

benefits, distribution and the growth of the retail sector. We have also covered issues like

the Foreign Direct Investment in the retail sector, the untapped opportunities that exist in the

retail industry in India. We have also discussed about the bottlenecks that the retail industry

is facing in India.
 Tushar Sharma
B.Com.(H) II Year
2017-18

BIBLOIGRAPHY
 Tushar Sharma
B.Com.(H) II Year
2017-18
BIBLIOGRAPHY

www.wikipedia.com

www.google.co.in

www. balmelawrieColtd.in

www. balmelawrieColtd.in

Books-

Author : Gourav Ghosal

RETAIL Management - A Strategic Approach

Author : Barry Berman & Joel R.Evans

timesofindia.indiatimes.com/keyword/pantaloons
 Tushar Sharma
B.Com.(H) II Year
2017-18