A Project Report on Marketing Strategies Analysis BEL Products

A
PROJECT REPORT
MARKETING STRATEGIC ANALYSIS
BEL PRODUCTS
IN PARTIAL FULFILLMENT OF THE REQUIREMENT
FOR THE DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION (B.B.A.)

Ankur Srivastav

Institute of Management & Research

SUBMITTED TO:
Submitted By:
Mr.Gaurav Rawal
Srivastava
(Project Guide)
No:9054550

Ankur
Roll
BBA-VI Sem.

INSTITUTE OF MANAGEMENT & RESEARCH

GHAZIABAD

TABLE OF CONTENT
S.NO
1.
2.

TOPICS
Executive
Summary
Objective of the
Study

Pg.No

Remarks

6
8

3.

Introduction

4.

Bharat
Electronics
Ltd

11 12

5.

Financial Year
2006 07

13 14

6.

History

15 18

7.

SWOT Analysis

19 21

8.

BEL & Its

Market

22 24

9.

Marketing Mix

25 35

10.

Marketing Mix
Of BEL
GAD

36 - 61

11.

Findings

62

12.

Conclusions &
Recommendat
ion

63

13.

Limitations

64

14.

Bibliography

65
3

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.A
During 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 STUDY

Marketing 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

10

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
organization

11

INTRODUCTION
TO THE
ORGANISATION

12

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.

13

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.

14

TACTICAL
CONTROL
RADAR

LOW FLYING
DETECTION
RADAR

ALL WEATHER ANTIAIRCRAFT WEAPON

CONTROL SYSTEM

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.

15

VHF SECURE
TACTICAL RADIO
(I)

UHF RADIO

(II)

HAND-HELD
VHF
TRANCEIVER

(III)

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 :

16

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 basis

RURAL AUTOMATIC
EXCHANGE UNIT

MILITARY 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.

17

PCB Assembly
(SMT, Through Hole, BGA)
and Testing

Bharat 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 .

18

 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.
19

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.

20

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 Testing
BEL 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

21

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
22

case, moulded, etc.,) Chokes (smoothing, modulation, radio frequency, etc.,) and Subassemblies (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., MultitoneUK, 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.

23

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 Antenna
IV 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

24

(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.

25

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 Surveillance Radars, Opto-Electronic Products, Tank
Fire Control Systems, Stabilizer Systems, Simulators 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, Communication Equipment and Systems, Transmitting Tubes,
Microwave Tubes, Laser Range Finder, Batteries

AIR FORCE:

Surveillance and Tracking Radars, Communication 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-toMulti 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

26

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.

27

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.

100W VHF TV
TRANSMITTER

28

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.

29

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 Subassembles.

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.

INTEGRATED
OBSERVATION
EQUIPMENT
(I)

OPTICAL COMPONENTS

(II)

ELETRONICS COMPONENTS

30

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.

31

PRODUCTS FOR SPECIALISED MARKETS

Strong 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.

ELECTRONIC
VOTING
MACHINE

INFORMATION
DISPLAY SYSTEM

(I)
SET TOP BOX (STB)

(IV)

SIMPUTER

(II)

(III)

SOLAR POWERED TRAFFIC SIGNAL

(V)

RESEARCH AND DEVELOPMENT

32

Being 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.

33

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.

EMI/EMC TEST
FACILITY
(I)

WALK-IN
ENVIRONMENT
CHAMBER
(II)

34

CUSTOMER PROFILE

DEFENCE:

ARMY

NAVY

Tactical and Strategic Communication equipment,

Digital Switches, GPS Receivers, Battlefield Surveillance Radars, Opto-Electronic Products, Tank
Fire Control Systems, Stabilizer Systems, Simulators and Trainers, Transmitting Tubes, Microwave
Tubes, Laser Range Finder, Batteries.
Navigational, Surveillance, Fire Control Radars,
IFF, SONAR Systems, Torpedo Decoys, Display
Systems, EW Systems, Simulators, Communication Equipment and Systems, Transmitting Tubes
, Microwave Tubes, Laser Range Finder, Batteries

AIR FORCE : Surveillance and Tracking Radars, Communication Equipment and Systems, IFF, EW Systems,

Transmitting Tubes, Microwave Tubes.

35

NON-DEFENCE:

Para Military

Communication Equipment and Systems.

Space Department

: Ground Electronics, On-board

Sub-Systems.

All India Radio

: MW, SW & FM Transmitting Tubes, MicroWave 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
Civil Aviation

Satcom Earth Stations and VSAT based Systems.

: 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

36

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.

37

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 INFRASTRUCTURE

State-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

38

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.

CNC MACHINE
SHOP

39

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.

40

 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.

41

 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.

42

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.

43

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 Analysis

44

45

SWOT
ANALYSIS

SWOT ANALYSIS OF BEL

46

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 :

47

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.

48

High level quality and low price should be maintained.

Time commitment and Business ethics should be adopted and maintained.

49

INTRODUCTION-STRATEGIC
ANALYSIS OF BEL PRODUCTS

INTRODUCTION

50

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.

51

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

52

ENQUIRY HANDLING PROCEDURE CHART

FOR

RUNNING PROJECTS EQUIPMENT AND SYSTEMS

RECEIPT OF
COMMERCIAL

ENQUIRY

BY

BASIC COST ESTIMATION BY

IED

SUGGESTED SALES PRICE TO

BE WORKED OUT BY FINANCE
PUTTING
UP
FOR
MANAGEMENT APPROVAL (THE
SALES
PRICE
)
BY
APPROVAL
BY
UNIT
APPROVAL
COMMERCIAL
BASED BY
ON
MANAGEMENT
MARKET
CORPORATE

ISSUE OF QUOTATION BY
COMMERCIAL (WITH COPIES TO
FINANCE AND DIVISION HEAD OF
THE PROJECT )

VERIFICATION OF TECHNICAL
53OF
ACCEPTANCE
SUPPLY
AND FINANCIALOF
TERMS
RECEIPT
OF
SUPPLY
REGISTRATION
OF BY
SUPPLY
SUPPLY ORDER
ORDER
ORDER
BY
ORDERCOMMERCIAL
(AFTER GETTING

ENQUIRY HANDLING PROCEDURE CHART

FOR

SPARES

RECEIPT OF ENQUIRY BY COMMERCIAL

IDENTIFICATION OF ITEM AS
* MANUFACTURED PART ( MP ) *
OR
* PURCHASED PART ( PP) *

FOR MANUFACTURED PARTS

ARRIVING OF SALES PRICE BY ESCALATING
THE EXISTING INDENT PRICE, LIMITED TO
THE MAXIMUM EXTENT OF ESCALATION
RATE AT 10% PER ANNUM

FOR PURCHASED PARTS

i)

CONSIDERING THE EXISTING INDENT

FOR BASIC PRICE
ii)
ARRIVAL OF SALES PRICE APPLYING
SUITABLE FACTOR TO THE BASIC 54
PURCHASE PRICE AS PER UNIT FINANPUTTING UP
MANAGEMENT
VERIFICATION
ACCEPTANCE
OF FOR
TECHNICAL
SUPPLY
ORDER
& FINANCIAL
(AFTER
CE
GUIDELINES
RECEIPT
ISSUE
APPROVAL
REGISTRATION
OF
OF SUPPLY
QUOTATION
BY
UNIT
ORDER
OF SUPPLY
BY
MANAGEMENT
BY
COMMERCIAL
COMMERCIAL
ORDER
TERMS
GETTING
OF
REQUIRED
SUPPLY
ORDER
AMENDMENTS)
BY
COMML.
APPROVAL BY COMMERCIAL

BEL & ITS MARKETS

55

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.

56

Resource
markets

Manufacture
markets

Government

Consumer
markets

markets

Intermediary
markets
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
57

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.

58

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

59

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:-

60

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
61

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.

62

 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

63

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

64

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

65

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

Characteristics

Advertising

Sales
Public
Personal
Promotion
Relations
Selling
Directed Coverage mass & targeted mass & targeted mass
targeted
Message Flow
one & two-way one & two-way one-way
two-way
Payment Model
paid
Paid
non-paid
paid
limited non-paid
Interaction Type
non-personal personal & non-personal
personal
non-personal
Demand
Lagging
Quick
lagging
quick
Stimulation
Message Control Good
Good
poor
very good
Message Credibility low-medium
low-medium
high
medium-high
Cost of Promotion CPI LowCPI MediiumCPI NoneCPI High

66

CPTI VariesCPTI VariesCPTI NoneCPTI High

CPA Varies CPA Varies
CPA None
CPA 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.

67

68

4Ps of BELGAD

69

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.

70

PRODUCTS
OF BEL
GAD

3D Mobile Radar(PSM 33 Mk II)

71

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 band

200 MHz in S band

ANTENNA
Primary antenna

Polarization
Gain (low elevation)
3 dB beamwidth

Cylindrical paraboloid as reflector with

linear
phase array as feed for electronic elevation
scanning.
Circular
39.5 dB (Typical)
azimuth 1.5; low elevation 2
72

Elevation coverage

26 in surveillance mode
32 in burn through and designation mode
6 rpm
in every 5.6 azimuth sector

Rotation speed
Programmable tilt
TRANSMITTER
TWT and CFA
Transmitter average power
Peak power
Pulse duration
Pulse repletion period
RECEIVER
AND
PROCESSING
Intermediate frequency
Pulse compression filter
Output pulse width at 3 dB
Logarithmic dynamic range
Noise figure
Quantisation range
Azimuth
Elevation

10 kW
660 kW
3 x 13 s
930 s and 3690 s according to operating
modes and elevation sectors
SIGNAL
30 MHz
0.2s 20 ns
> 75 dB
2.2 dB
0.2 s (=30m)
360 / 4096
0.38 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.

73

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 74ispatch74or targets
Multicolour PPI Raster Scan Display, presenting both MTI and
Video
Integral IFF

Synthetic

74

Ease of transportation and fast deployment

TECHNICAL SPECIFICATION
PRIMARY ANTENNA
Frequency
Reflector
Gain
Beam width (Azimuth)
Elevation
Side lobes
Polarization

D band (formerly L band)

Shaped parabolic (5m x 3.3m)
Better than 29 dB
3
Covers upto 17
Better than 23 dB
Horizontal

SECONDARY (IFF) ANTENNA

Frequency
Gain
Side lobes
Beam width (azimuth)
Control pattern

1030 and 1090 MHz

Better than 25 dB
Better than 23 dB
4.5
To provide effective 3 pulse SLS

TRANSMITTER
Frequency
Peak power output
Pulse width
PRF
FM Noise

D band (L band)
100 kW
12 s
3 x 2 PRFs staggered burst-to-burst and scanto-scan
Below 50 dB

RECEIVER
Noise figure
MSTC
MTI improvement

Better than 3 dB
R4 law
55 dB

DISPLAY
Monitor

Colour Raster Scan for raw and Synthetic Presentation

IFF

Mk-X system (fully solid-state)

75

POWER SUPPLY

ENVIRONMENTAL
Operating temperature range
Storage temperature range
Relative humidity
Wind speed

415V, 50 Hz, 3 phase 60 KVA Generator provided

0C to +55C
-40C to +70C
95% maximum at +40C
100 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 76ispatch76 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

76

SALIENT PERFORMANCE FEATURES

Frequency / band width
Range
Height coverage
Range Resolution
Azimuth resolution
Tracking
Display
IFF
Scan rate
Polarization
ECCM
Power supply
Data transmission
Configuration
Deployment time

X band / 300 MHz

40 km (4 SWMT target)
3000M
150M
1.5
Manual initiation max 20 tracks
colour raster scan 14 diagonal
Integrated
48 RPM
Horizontal / circular
fast / auto frequency switching staggered PRF
video correlator jam strobe indication
115V, 400Hz, 19 KVA
by Road / line broadcast mode
Single vehicle
10 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.

77

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 in visual
target identification , threat assessment and engagement monitoring.
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.

78

All weather capability

Built in ECCM

TECHNICAL SPECIFICATIONS
DATA SUMMARY
Functions
Sensors
Weapons

All weather point and area defence with AA guns against medium
to very low-level air attacks.
I band search and I / Ka tracking radar.
Up to three weapons, being either all medium 79ispatc guns
or two guns one missile optional (command line-of-sight or
semi-active homing):parallax distance upto 1000 m.

Search coverage
Air picture
Target Engagement
ECCM
Reaction time
System design

Upto 20 km Search while track.

PPI display, north-oriented, clutter and interference-free, scales
10/20 km.
Joystick Indication ,automatic acquisition and tracking while scan
for
additional targets
Simultaneous with clutter rejection details classified.
4.3 sec average
Container construction, retractable antennas, diesel-driven power
supply,microminiaturized solid state

ANTENNA
Search
type
Horizontal beam width
Polarisation
Rotational speed

antennaI band slotted wave-guide with IFF

dipoles
1.1
Horizontal / circular selectable
44 rpm
Monopulse for I band, Conical scan for Ka
Tracking antenna type
band
Beam width
2.4 for I band, 0.6 for Ka band
Slewing speeds and accelerations (typical)
Traverse
120/s and 260/s
Elevation
60/s and 300/s
Search coverage
Upto 20 km (1 m target) search while track
TRANSMITTER
Search / tracking transmitter power (peak)
Frequencies

220 kW for I band

6 fixed frequencies in the I band (at
choice)

79

PRF
Ka band transmitter power (peak)
PRF

4800 6000 Hz
15 kW
10 Khz in burst mode / 2400 3000Hz in
continuous mode

BATTLE FIELD SURVEILLANCE RADAR SHORT RANGE (BFSRSR)

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 immigration

80

FEATURES

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 communication
between radar and Control and Display unit
Provision to Network various radars for wider area coverage
Built in training Simulator.

SPECIFICATIONS
Detection Range
- Crawling Man
- Single walking man
- Moving group of people
- Moving light vehicles
- Moving heavy vehicles

500 metres
2 Kms
5 Kms
8 Kms
10 Kms

Instrumental range
Range Accuracy
Range Resolution
Azimuth scan sector
Azimuth Accuracy
Azimuth resolution
Elevation coverage (remotely settable)

18 Kms
20m rms
50 m
30 to 180
0.5 rms
Better than 4
-40 to +15

Modes of operation
Target Identification
Frequency band
Transmitter Type
Receiver Type
Antenna Type

Surveillance and tracking

Using Doppler tones
J-band; 21 frequencies
Solid state
Super heterodyne
Micro-strip Patch array

81

Rotation Rate

Low, Medium, High

Customised, portable, IBM PC Compatible
with
Windows NT operating system
10.4 LCD colour
PPI or B-scope
RS232C, LAN
24 Volts DC nominal
80 Watts

Control and Display unit

Display type
Display modes
External interface
Power supply
Power consumption
Weight
of
system
accessories)
MTBF
Operating temperature

(excluding

30 Kg
1500Hrs
-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 82ispatch 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 82ispatch82ory 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 82ispatch. 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.

82

(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.

83

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 84ispatch.
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.

84

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, floo ds,

droughts, earthquakes and epidemics (3) acts of any Govt. authority

domestic or foreign, including but not limited to war declared or undeclared,
priorities, quarantine restrictions (4) accidents or disruptions including but
not limited to fire, explosions, breakdowns of essential machinery or
equipment and power shorting (5) transportation delays including but not
limited to recognized force majeure accidents (6) strikes, slow downs,
lockouts and sabotages (7) failure or delays in the condition source of supply
for cause similar to above.
MODE OF DISPATCH
All consignments will be dispatched by Rail/Road/Sea/Air/Post/Speed Post whichever is
convenient at the time of dispatch and depending on the size and weight of the
consignment. In case of dispatch by Rail, consignment will be dispatched on Military

Credit Note which shall be provided by the purchaser or his authorized

representative. In case of other modes of dispatch, the consignment will be
dispatched on Freight Paid basis. In such an event freight charges will be
initially pail by BEL and will be reimbursed by the purchaser.

85

PROMOTION
Promotional Objective There are several different objectives a
marketer may pursue with their promotional strategy. Each type of
promotion offers different advantages in terms of helping the marketer
reach their objectives. For instance, if the objective of a software
manufacturer is to get customers to try a product, the use of sales
promotion, such as offering the software in a free downloadable form,
may yield better results than promoting through Internet advertising.
Availability of Resources The amount of money and other resources
that can be directed to promotion affects the marketers choice of
promotional methods. Marketers with large promotional budgets may
be able to spread spending among all promotion options while marketers
with limited funds must be more selective on the promotion techniques
they use.
Company Philosophy Some companies follow a philosophy that
dictates where most promotional spending occurs. For instance, some
companies follow the approach that all promotion should be done
through salespeople while other companies prefer to focus attention on
product development and hope word-of-mouth communication by
satisfied customers helps to create interest in their product.

BEL does not promote its products as it manufactures radars for Army, Navy
& IAF. As these products are not for everybody therefore they do not need
to be promoted.
However, they get publicity from articles that are published in the
newspapers regarding their competition or other things published in the
newspaper about BEL. Some of the articles published are

86

Govt
proposes
FDI
Tuesday, June 12, 2007 05:29:22 pm

in

defence

sector

The Government is now proposing a Foreign Direct Investment (FDI) of 50 per

cent in defence PSUs. Since 2002, a FDI cap of 26% was in place for defence
sector. The new proposal suggests that foreign investors can buy a stake of 50 per
cent in defence PSUs involved in manufacturing.
This could give them a controlling stake in the PSU. FIPB approval, however, is
mandatory for the sector. In 2001, the Government had opened the defence sector
to private participation, but the FDI in the private sector has been capped at 26 per
cent.
What this means is that public sector companies like Hindustan Aeronautics,
which manufactures indigenous defence aircraft like the flight trainer Kiran, could
be on the block.
Also on the block for foreign investment could be defence PSUs like Bharat
Dynamics manufactures of the Agni and Prithvi missiles, BEML manufacturer
of the trucks and launch vehicles used for various missile systems and Bharat
Electronics Limited (BEL), manufacturers of electronic warfare equipment and
surveillance radars.
Defence analyst Retd Air Comodore Jasjit Singh spoke to TIMES NOW on the
issue and said, Opening the defence sector to FDI will lead to infusion of new
technology and investment in the Indian aviation industry.
Big name companies like Lockheed Martin and Boeing have shown wide interest

87

in investing in Indias defence sectors. At a recent

air show, Boeing and Lockheed Martin had
showcased their products like the F-16 aircraft.
In the atomic sector, the Government has recently declassified the mineral
Limonite as an atomic Mineral. Limonite is used in production of titanium

alloys used in the aircraft industry and Titanium used for manufacturing of paints.
Based on these recommendations, 100 per cent FDI will be allowed in mining of
Limonite and production of Titanium. Mining of minerals classified as atomic
minerals are governed by the Regulations set in place in 1998 and have not been
allowed.
It is interesting to note that India has 30 per cent of the worlds Limonites
reserves. These proposals put forward by the Commerce Ministry to the Cabinet
Committee on Economic Affairs (CCEA) and are likely to find several detractors
as defence and atomic sectors are considered as sensitive sectors and a symbol of
Indias national pride.

BEL eyes manufacturing contracts

88

Our Bureau
To highlight capabilities at February air show
Bangalore Feb. 3 Bharat Electronics Ltd will highlight its world-class
contract manufacturing capabilities at the upcoming Aero India 2007 in a bid
to tap overseas contracts and the enormous opportunities from offsets,
company representatives said.
For foreign manufacturers seeking Indian partners to meet their offset
requirements, BELs pitch will be its build to print and build to spec
solutions. Its facilities offer electronic and mechanical assembly, vacuum
brazing and dip brazing, among others.
For the past 2-3 years, BEL has been manufacturing components and subassemblies for a couple of customers in the US and Europe. This stream
amounts to about 20 per cent of the exports, which it hopes to sustain as
exports continue to grow, a spokesman told Business Line.
For the first time, BEL plans to sell some of its civil products on discount
such as the solar lantern, set-top box for free-to-air channels and memory
stick at its outdoor display area during the February 7-11 air show.
The non-defence range on show will include batteries, Simputer, electronic
voting machines, DTH set-top box, ADSL modem, MEMS, microwave
tubes and smart card-based access system.
Defence products
Exportable defence products on show will include communication
equipment, radars and sonars, thermal imaging products, electronic warfare
systems, tank electronics, simulators and avionic systems. The defence PSU
manufactures a wide range of military communication systems, radars and
sonars, naval systems, telecom and broadcast systems, electronic warfare
systems, tank electronics, opto electronics, professional electronic
components and solar-powered systems.
BEL
Tuesday,

turnover
April

jumps
03

12

pc
2007

to

Rs

3960.38

crore

12:09(IST)

89

Subscribe

to

Newsletter

Bangalore, Apr 3: Continuing its upward surge, premier defence PSU,

Bharat Electronics Ltd (BEL), has recorded its highest ever turnover of Rs
3960.38 crore for the fiscal 2006-07, a 12 per cent increase over last year.
The profit before tax rose to Rs 1041.6 crore, as against last years figure of
855.2 crore, an increase of 22 per cent. The electronic major also achieved
exports worth 11.6 million US Dollars. The turnover per employee for the
last fiscal went up to Rs 32.1 lakh, an increase of 12 per cent, a company
release
said
here
today.
BELs order book had bulged to Rs 9100 crore as on April One, due to
significant orders received during the year. This included Artillery Combat
Command and Control System, Electronic Warfare systems, STARS V Mk II
a secure tactical radio in VHF band and Naval Systems for P28 and P15A
class
of
vessels.
Some of the significant orders executed during the year include supply of
Flycatcher Radar, Reporter Radar, Surveillance Radar Element, Ellora an
Electrinic Warfare System, Hand Held Thermal Imager, an Integrated
Shipboard Data Network for P17 class of ships and implementation of
convergent
billing
for
MTNL.
New products introduced during the year include Safari a jammer system
used for VVIP security and for protection of Army convoys, Advanced Land
Navigation System, VPS Mk III a handheld lightweight UHF Radio for
use by the defence Forces, Battery Level Radar, Electronic Voting Machine
Mk
II
and
Intelligent
Message
Terminal.
BEL was one of the select PSUs signing the MoU with the Department of
Defence Production ever since the union government introduced this
performance measurement system in 1989-90. It had achieved MoU rating
of Excellent for the past nine consecutive years, the release added.

FINDINGS
90

The findings from this project are: BEL does a negligible dealing in intermediary market
BEL is involved in direct marketing with its customers and this is
because it is a defence PSU
BEL GAD is involved in manufacturing radars for Army, Navy
& IAF
BEL does not promote its organization or its products
BEL GAD is not manufacturing any non defence products
BEL has been recently been given the NAVRATAN status
BEL, recorded its highest ever turnover of Rs 3960.38 crore for the
fiscal 2006-07, a 12 per cent increase over last year.
BELs marketing mix os very different from all other
organizations except some defence PSUs.

91

RESEARCH
METHODO
LOGY
RESEARCH METHODOLOGY
OBJECTIVES

To study about product differentiation in Bharat Electronics Ltd

To analyse about customer identification in Bharat Electronics Ltd

92

To study about products differentiation between company brands

To study about pharmaceutical industry in comparison with its products and

customers, clients overview.

RESEARCH DESIGN:
The method of data collection was done through the communication study in which the
subjects were questioned through personal interviews. So, the data collected was the
result of the personal interviews.

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SAMPLING
Convenience sampling was used during the survey. I selected readily available
individuals as participants.
Primary data collection technique was used. The research primarily involved is
Quantitative research. A critically scrutinised questionnaire was used as an instrument to
gather data by interviewing people.
Structured individual interviews were being conducted with the help of these
questionnaires. Questions were mostly open ended.
Two different questionnaires were made. One questionnaire was for interviewing
Marketing Representatives. The other questionnaire was for interviewing doctors. Both
the questionnaires contained open-ended questions mostly.
SAMPLE DESIGN
To represent an unbiased perspective a random sample survey that is non probability
sampling was done. A list of doctors was made in each area. Then all the Medical
Representatives who visited those doctors in the given span of time were interviewed.

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RESEARCH DESIGN
The research design is the basic framework, which provides guidelines for the rest of the
research process. The present research can be said to be exploratory. The research design
determines the direction of the study throughout and the procedures to be followed. It
determines the data collection method, sampling method, the fieldwork and so on.
NATURE OF DATA
Primary Data:

Primary data is basically fresh data collected directly from the

target respondents; it is collected through Questionnaire Surveys &
Interviews.

Secondary Data:

Secondary data that is already available and published. It could be

internal and external source of data. Internal source: which
originates from the specific field or area where research is carried
out e.g. publish broachers, official reports etc.

External Source:

This originates outside the field of study like books, periodicals,

journals, newspapers and the Internet.

Data Collection
Primary data:

Primary data was selected from the sample by a self-administrated

questionnaire in presence of the interviewer.

SECONDARY DATA: Secondary data was collected through

95

Articles,

Reports,

Journals,

Magazines,

Newspapers and

Internet

SAMPLING TECHNIQUE
Random sampling technique is generally employed to extract the fruitful results. This
includes the overall design, the sampling procedure, the data collection methods, the field
methods and the analysis procedures
SAMPLING PROCEDURE ACTUALLY EMPLOYED:
The process employed to select the sample was simple random sampling. Simple random
sampling refers to that sampling technique in which each and every unit of the population
has an equal and same opportunity of being on the sample. In simple random sampling,
which item gets selected is just a matter of chance.
ANALYTICAL TOOLS:
Simple statistical tools have been used in the present study to analyze and interpret the
data collected from the field. The study has used percentiles method and the data are
presented in the form of tables and diagrams.

RECOMMENDATIONS
&
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CONCLUSIONS

RECOMMENDATIONS
&
CONCLUSIONS
From this project I can conclude: BEL does a limited dealing in non defence product market. In
order to increase its turnover and profit it should increase its
dealing in Non defence products.
BEL is bound to entertain Defence (Army, Navy, Air Force,
Para- Military) & government agencies as a customers.
Moreover, BEL should try to establish more units and should
also establish few more units in foreign countries.
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 The bulk of the profit of BEL GAD comes from a single

product (RADAR). This is itself a weakness and the
organization should try to overcome by involving itself in
manufacturing some other products also.
As a result of new advancements BEL has started implementing
SAP in the organization. SAP has already been implemented in
its Bangalore unit.
Due to the implementation of SAP all the nine units of the
organization will be able to create a common database and thus
will have an easy access to all data including information
related to inventory.
Implementing SAP can help the organization in reducing the
inventory cost.

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Limitations

99

Limitations of the study

Study has been conducted in limited departments.
The time period was not sufficient.

No direct public dealing was available.

Scope of the marketing area was limited due to Security & Defence concern.

There was less exposure on the marketing of civil products

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BIBLIOGRAPHY

101

BIBLIOGRAPHY
Figure 1 from www. NetMBA .com

BEL GAD products from www. bel India.com

www.netMBA.com
Marketing Management by- Philip Kottler
www.nseindia.com
Hindustan Times
www.timesnow.tv
www.oneindia.com
Boone, Louise E., and Kurtz, David L. (1992). Contemporary
Marketing.

Churchill, Gilbert A., and Peter, Paul J. (1995). Marketing: Creating

Value for Customers.
Farese, Lois, Kimbrell, Grady, and Woloszyk, Carl (1991). Marketing
Essentials.
Semenik, Richard J., and Bamossy, Gary J. (1995). Principles of
Marketing: A Global Perspective.
www.thehindubusinessline.com

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THANKS

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