Organizational Certificate

SHRI JAIRAMBHAI PATEL INSTITUTE OF BUSINESS MANAGEMENT - NICM.
Multidisciplinary Action Project Report

On
‘DEVELOPMENT OF FACEBOOK MARKETING STRATEGY IN B2B

WITH SPECIAL FOCUS ON DIGITAL PROMOTIONS’
At
MECASTER Flow Solution Pvt. Ltd.
Submitted to
Institute Code: 769

Institute Name: Shri Jairambhai Patel Institute of Business Management
Under the Guidance of
Dr. Harishchandrasingh Rathod

(Professor)
In partial Fulfillment of the Requirement of the award of the degree of

Master of Business Administration (MBA)
Offered By
Gujarat Technological University
Ahmedabad
Prepared by:
Sr. No. Name Enrolment No.
1 Mehta Vaibhavi Shaileshbhai 177690592053
2 Panchal Aastha Bharatbhai 177690592062
3 Parikh Rachana Sureshkumar 177690592066
4 Raval Sagarkumar Anandkumar 177690592090
5 Sharma Vishal Vinodkumar 177690592100
MBA (Semester - III)

Month & Year:
Nov-2018
MULTIDISCIPLINARY ACTION PROJECT –MECASTER FLOW SOLUTIONS 1

Student’s Declaration
We hereby declare that the Multidisciplinary Action Project Report

titled ‘DEVELOPMENT OF FACEBOOK MARKETING STRATEGY IN B2B
WITH SPECIAL FOCUS ON DIGITAL PROMOTIONS’ in MECASTER
Flow Solution Pvt. Ltd., Ahmedabad is a result of our own work and our
indebtedness to other work publications, references, if any, have been duly
acknowledged. If we are found guilty of copying from any other report or
published information and showing as our original work, or extending
plagiarism limit, we understand that we shall be liable and punishable by
the university, which may include ‘Fail’ in examination or any other
punishment that university may decide.
Enrolment No. Name Signature
177690592053 Mehta Vaibhavi Shaileshbhai
177690592062 Panchal Aastha Bharatbhai
177690592066 Parikh Rachana Sureshkumar
177690592090 Raval Sagarkumar Anandkumar
177690592100 Sharma Vishal Vinodkumar
Place: Gandhinagar Date: Nov 23, 2018

ORGANIZATIONAL CERTIFICATE

INSTITUTE CERTIFICATE

PLAGIARISM REPORT

DIGITAL RECEIPT

PREFACE
This project report and research study has been prepared in partial fulfillment of the
requirement for Multidisciplinary Action Project Report (M.A.P.) of the M.B.A.
course in semester- III in the academic year 2018-19. As a part of the course curriculum
and to deepen and widen practical knowledge in the concept of corporate learning we
were supposed to make MAP report.
This project exposed us to new horizon where we could come up with new and creative
ideas to deal with real life situation in the working environment. This experience was
heart whelming where we could derive professional & personal learning from our guide
and mentor at our college as well as office.
Completing the project within the given tenure under supervision of guide and working
with other colleagues showed us the magnitude of co-operation, co-ordination and
synergy that a task requires along with its importance in corporate world.
We look forward to your appreciation, condemnation or feedback if any.

ACKNOWLEDGMENT
We would like to express our gratitude towards our University, Gujarat Technological
University for providing us with such a prodigious opportunity for conducting our own
little research to make us comprehend the theories we have learned.
We would like to thank our College, Shri Jairambhai Patel Institute of Business
Management, Gandhinagar for supporting us in the Multidisciplinary Action
Project Report and MECASTER Flow Solution Pvt. Ltd. who gave the platform that
enabled us to ignite our mind with applied knowledge in the real business world.
We would like to faithfully acknowledge our Director Dr. B.K. Nirmal for providing
us the opportunity to prepare this report. At the same time, I am also thankful to our
Project Guide Dr. Harishchandrasingh Rathod for his continuous support. This study
would not have been successfully completed without his valuable advices. His
experience, expertise, professional guidance, and encouragement and any necessary
inspirations received from him had brought us out to the confidences and strong attempt
and willingness to commit ourselves to the research.
We would definitely like to acknowledge the efforts of our Mentor Guide Mr. Hardik
Rajyaguru and Mr. Mihir Mehta at MECASTER Flow Solution Pvt. Ltd. for their
valuable guidance throughout the making of the Project and learning received from
them. We would like to recognize Engineer Nilesh Rathod without whom this project
wouldn’t have been a success. Also we would like to thank other Faculty members and
staff for assisting us directly or indirectly in this project for helping and suggesting in
courses and also providing all possible conveniences and good coordinative
management and assistances during the academic year in the college. We would like to
thank all the people who have greatly supported and provided enormous assistance in
the completion of our project study. We would extend our earnest appreciations to all
our respondents, family members, friends and colleagues who were involved in some
way or the other in this making of the MAP report.

EXECUTIVE SUMMARY
The report primarily introduces MECASTER Flow Solution Pvt. Ltd.The introduction
emphasises on the journey of growth of MECASTER since its inception. In
continuation is the portfolio of group that exhibits the businesses it is into and the
market scenario that helped the group in sustaining through all these years in throat-cut
competition. It also shows the glimpse of product, utility, industry served, etc.
The report then defines the research problem i.e. research title and the rationale behind
selecting the title. It shows the research gap between earlier Scenario and the current
Scenario and justifies why this research title has been selected. Further the research
carry-over to the part of objective of research i.e. what will the research conclude, its
scope i.e. in what ways this research can be extended or applied in future and the basic
limitations of the study that were faced during carrying out the research.
The report is then followed by the description of research methodology which briefly
explains the type of research design, type of research used, sources of collecting data,
research process, data collection instrument.The report in persistence throws light upon
methodology of implementation.
The report then finally concludes with the Future scopes and learning i.e. various
functional & departmental aspects along with computer skills & other such programme
and contribution of institutes without whose support this project and the report would
not have been a success.

CONTENTS
CHAPTER 1: INTRODUCTION ............................................................................. 12
1.1 INDUSTRY SCENERIO ................................................................................. 12
1.1.1 GLOBAL INDUSTRIAL VALVES MARKET ...................................... 12
1.1.1 INDIAN INDUSTRIAL VALVES MARKET ........................................ 13
1.2 COMPANY PROFILE .................................................................................... 15
1.2.1 AREA OF EXPERTISE ............................................................................ 16
1.2.2 INDUSTRIES SERVED............................................................................ 19
1.2.3 PRODUCT RANGE .................................................................................. 20
1.2.4 MAJOR CLIENTS .................................................................................... 20
CHAPTER 2: BACKGROUND OF THE PROJECT ............................................ 21
2.1 OPPORTUNITY IDENTIFICATION ........................................................... 21
2.2 PROBLEM DEFINITION AND ANALYSIS........................................... 21
2.3 OBJECTIVES.............................................................................................. 22
CHAPTER 3: DESIGN AND ANALYSIS PHASE ................................................ 23
3.1 RESEARCH DESIGN ..................................................................................... 23
3.2 RESEARCH METHODOLOGY.................................................................... 23
3.3 APPROACH FOR DATA COLLECTION ................................................... 23
3.4 COMPETITIVE ANALYSIS OF THE DATA ........................................ 24
CHAPTER 4: IMPLEMENTATION PHASE ........................................................ 27
4.1 IDENTIFYING ALTERNATIVE COURSE OF ACTION. ................... 27
4.2 PROPOSED SOLUTION ........................................................................... 29
4.3 IMPLEMENTATION METHODOLOGY............................................... 30
4.3.1 DEVELOPMENT OF FACEBOOK MARKETING STRATEGY ...... 30
4.3.2 IMPLEMENTATION METHODOLOGY OF DIGITAL

PROMOTION TOOLS ...................................................................................... 34
4.4 BENEFITS DELIVERED TO THE ORGANIZATION .............................. 45
4.5 FUTURE SCOPE ............................................................................................. 46

GLOSSARY................................................................................................................ 47
REFERENCES ........................................................................................................... 48
LIST OF FIGURES
Figure 1: Area of Expertise ....................................................................................... 16

Figure 2: Sample copy 1 ............................................................................................ 32
Figure 3: Sample copy 2 ............................................................................................ 32
Figure 4: Output of facebook page ........................................................................... 33
Figure 5: Registration for B2B Portal ...................................................................... 36
Figure 6: Product description ................................................................................... 37
Figure 7: Output of B2B PORTAL LISTING ........................................................ 38
Figure 8: Graphical representation of ssuccess rate. .............................................. 39
Figure 9: Registration for citations .......................................................................... 41
Figure 10: Company's details to be filled ................................................................ 42
Figure 11: Output of citation .................................................................................... 43
Figure 12: Graphical representation of success rate - Citations ........................... 44
Figure 13: Benefits of the project to organization .................................................. 45
Figure 14: Visual Search ........................................................................................... 46
LIST OF TABLES
Table 1 :Quantity of content ..................................................................................... 25

Table 2: Frequency of content posted ...................................................................... 25
Table 3: Evaluating parameters ............................................................................... 25
Table 4: Analysis of B2B PORTAL LISTING ........................................................ 38
Table 5: Analysis of citation ...................................................................................... 44

CHAPTER 1: INTRODUCTION
1.1 INDUSTRY SCENERIO
1.1.1 GLOBAL INDUSTRIAL VALVES MARKET
With the rising interest for oil-based commodities and technology

advancements, there has been a development in oil and gas extraction.
Expanding number of oil and gas extends are driving the pipeline establishment
and development. Subsequently the ascent in a few pipelines covering long
separation are fitted with a few valves to direct hydrocarbon stream flow. In
addition, advancement of new refineries and overhauling existing refineries are
driving the interest for modern valves.
A gigantic lift in offshore oil and gas investigation in nations like Brazil, Peru
and Argentina are energizing the interest for mechanical valves. In addition, an
oil refining organization has chosen to spend a large portion of a billion dollars
to create shale gas field in Argentina, this introduces an open door for
mechanical valve producers. More such ventures are occurring in different
locales, for example, Europe and North America. Russia and Poland are
likewise progressively putting resources into offshore investigation.
Henceforth, establishment of subsea stations in both the nations are required to
drive interest for modern valves.
The market, which is evaluated to achieve US$ 59 Bn esteem before the finish
of 2017, is ready to grandstand a CAGR of 3.7% and get US$ 87.6 Bn by 2027-
end. As far as volume, also, the worldwide mechanical valve advertise is relied
upon to enroll a 4% CAGR over the gauge time frame. Be that as it may, oil and
gas industry are the biggest end client of modern valve, is seeing vulnerability
because of high oil costs. This factor is affecting the development of modern
valve advertise.
Even though advancing at a moderate pace, advancement in mechanical valves

have altogether added to the entrance and procedure of iron ore, gold, oil and
gas. New power plants to work at higher temperatures and weights are being
created. In addition, oil and gas industry are likewise including in new seaward

activities, subsequently these ventures require viably operating procedures.

Here, Pressure relief valves which are utilized to control and limit pressure in a
framework are assuming a noteworthy job. Producers and significant players
are utilizing trend setting innovations to make these Pressure relief valves more
powerful. With help of developing advances, the valves can remotely detect
soothing Pressures, are very much adjusted against back pressure, are bigger
and lighter in weight and are financially savvy. New modern valves are likewise
being created to meet changing requests for change in weight and size
prerequisites, to modify with higher temperatures and pressures and discharge
principles.
Manufacturers and major companies are going into mergers and acquisitions
provide services, increase capacity and develop innovative products. For
example, Denholm Valve care, a valves supplier to worldwide oil and gas
industry has gone into an merger with IBOR Valves to improve its assembling
and manufacturing capacities.
An expanding number of projects are occurring in oil and gas industry.

According to the U.S. Vitality Information Administration give an account of
International Energy Outlook 2016, shale gas creation included over half of
petroleum gas generation, is relied upon to reach 79 bcf/d by 2040. This will
prompt more development in oil and gas part bringing about expanding interest
for modern valves..
1.1.1 INDIAN INDUSTRIAL VALVES MARKET
In India, modern valves advertise has been catalyzed by rising demand for
power crosswise over assorted end utilize divisions, for example, oil and gas,
control, petrochemicals, and so on. Oil and gas pipeline framework is
experiencing impressive expansion in India and since valves are consistently
sent in pipelines, which has been driving their deals in this area in India.
Enlarging request supply hole in Indian power industry has been driving the
requirement for power limit increases, which thus is giving a lift to valves
advertise in the nation.

As indicated by "India Industrial Valves Market Forecast and

Opportunities, 2020", modern valves showcase is required to enroll
generous development at a CAGR of 13% amid 2015-2020. Developing
interest for modern valves in power and oil and gas preparing segment have
been driving the offers of mechanical valves in the nation. Indian government
is additionally putting fundamentally in the nation's oil and gas pipeline
foundation advancement, which is required to drive the establishment of
valves over the gauge time frame. The market is likewise moving towards
noteworthy solidification by virtue of rising merger and obtaining exercises
in the nation. Notwithstanding powerful development openings, mechanical
valves showcase is likewise confronting different difficulties, for example,
unpredictability in crude material costs and reliance on imports for substantial
size gag valves. A portion of the significant players occupied with offering
modern valves in the Indian market are L&T Valves Limited, NSSL Limited,
Microfinish Valves Pvt. Ltd., CRI Valves and Kirloskar Brothers Limited.
Pipelines, which in turn has been driving their sales in this sector in India.
Widening demand supply gap in Indian power industry has been driving the
need for power capacity additions, which in turn is providing a boost to valves
market in the country.
Market Dynamics
Drivers
• Increased need for industrial valves from oil and gas production-related
facilities.
• Elevated energy demand
• Smart city development initiatives.
• High demand for automation and predictive maintenance techniques from
manufacturing industries.
Restraints
• Lack of standardized certifications and government policies

• Slowdown in oil and gas extraction
• Downtime due to repair and maintenance

Opportunities
• Integration of IoT technology in industrial valves

• Constant need for valve replacement
• Increase in the number of refineries and petrochemical plants.
Challenges
• Minimization of lead times

• High cost of fabrication
• Existence of manufacturers providing low-priced valves
• Duplication of technology
1.2 COMPANY PROFILE

MECASTER Flow is roused by "Make in India" drive spearheaded by our
Honorable Prime Minister "Shri Narendra Modi". A drive that urges Indian
manufacturers to embrace demonstrated specialized know-how from
international market and apply the equivalent in India to technically sound,
sturdy and cost-effective products.
MECASTER Flow is an Indo German organization having technical alliance
with KE Kauer Engineering, a German giant with/ an experience of over 45
years in conventional and nuclear power plants and other industries. KE Kauer
Engineering was headed by Mr. G. Kauer, a top technical designer for
companies like Latent Energy GmbH & Co KG, Sempell GmbH, C.H. Zikesch
GmbH and Bopp & Reuther GmbH and was also a member of the DIN
standardization committee for stress calculations on special valves.
MECASTER FLOW SOLUTIONS are manufacturer and exporter of world
class and technically ahead industrial valves designed in accordance with KE,
German designs.
MECASTER Flow, an ISO 9001:2015 and ISO 14001:2015 certified company
have developed an ultramodern testing unit and R&D Department fit to match
international quality standards. The company drive its resources to ensure that
the products are carefully designed and manufactured as per the international
quality standard so that it can meet the ZED (Zero Defect Zero Effect)
benchmark of Indian Government’s holistic model.

The company’ mission is to meet with the varied requirements of our clients
on time and within their parameters.
MECASTER Flow aims to be a global leader in industrial products and wants

to be recognized from various national as well as international agencies.
Management has visualized the company to be positioned in the industrial world
as first choice of clients across globe for a whole wide gamut of quality products
and services.
1.2.1 AREA OF EXPERTISE
Figure 1: Area of Expertise.

1. Manufacturing
MECASTER Flow, a trusted company holding expertise in manufacturing for
more than 20 years has production unit managed by experienced team,
professionally supporting our company to match international production
standards.
Production processes involve a rigorous teamwork of the employee to combine

ultra-modern technology with design capabilities in building the most accurate
customized design products.
MECASTER Flow, initiated good management system resulted through

increase in overall productivity, quality of the product, process improvement,
cost reduction, scientific inventory management, improved process flows,
reduced engineering time and so on with the application of Lean Manufacturing
(LM) techniques like 5S System, Visual Control, Standard Operating
Procedures (SOPs), Just in Time (JIT), KANBAN System, Cellular Layout,
Value Stream Mapping, Poka Yoke, Single Minutes Exchange of Dies (SMED),
Total Productive Maintenance, Kaizen Blitz, etc.
2. Customized Design
The Organization pursues KE KAUER ENGINEERING, German structure, an

organization meeting quality gauges and shipping high innovation Licensed
items like extreme service control valves, desuperheaters, turbine bypass
valves/systems to many customers crosswise over globe. Organization hold
ability in assembling items that are structured in understanding to the
prerequisites of the famous customers.
These influences items to work tastefully with the first internals for quite a long
while giving proof for unwavering quality of value and plan thoughts. It
likewise guarantees that the customers are profited from proficient execution of
their plant with minimum upkeep and downtime.
MECASTER Flow, utilizes most recent programming for part displaying,

precise and proficient part gathering and revalidation of configuration to
guarantee best item execution and compute item abilities in Real life condition.

3. Research & Development.
MECASTER have a committed group of designers working for producing better

thoughts that can result in superior of our items. The group is associated with
research with the end goal to grow better innovation to address consistently
changing building difficulties and requests over the globe.
With the goal to keep pace with the consistently changing designing requests,
representatives stay in steady touch with the new advancement of engineering
items and innovation over the globe that makes it conceivable in meeting top of
the line universal generation levels.
4. Quality check
MECASTER Flow accentuate on better quality for continuing execution of the
items guaranteeing smooth generation forms for the customers. Quality checks
being an imperative parameter of organization's item capacities, services at
MECASTER have a different quality control office that underline on meeting
different universal quality benchmarks.
The group at MECASTER have inside and out know what about universal
quality guidelines, different managing offices and quality testing parameters.
Organization have a devoted group for testing our items on different grounds to
guarantee essential vitality and smooth process for businesses.
5. Compliance and safety

With changing designing requests and desires, it is exceptionally fundamental
to fabricate items that agree to the wellbeing models set somewhere around both
the Exporting and Importing in nations. MECASTER hold aptitude in building
items that meet every one of the parameters of modern security over the world
and guarantee that the customer's units work securely, dependably and
productively giving them superior preferred standpoint and affirmation.
6. After sales service
The after sales group at MECASTER Flow has been steadily seeking after the
methodology wherein the Customers are their need which empowers in building
a persuading reliability and obligation relationship. The ever-committed group
of experienced designers is constantly prepared to serve the customers with

provoke and quality service paying little heed to the idea of the work and the
simplicity of area
1.2.2 INDUSTRIES SERVED
1. Thermal Power
MECASTER have skilled design expertise for more than 45 years for serious
administration control valves and Bypass systems. high – innovation control
valves, desuperheaters and several turbine bypass valves authorized results of
KE, German structure has been sent to in excess of one thousand clients and
numerous valves and desuperheaters are at present being used which were
introduced more than fifteen to twenty years prior and are working palatably
with the first internals which is declaration to the soundness of value and
philospohy.
2. Nuclear Power
KE, German Design Automatic Recirculation Valves authorized item has
been introduced for Boiler feed Pump Protection. Likewise named as least
stream valve, are conveyed to consider most requesting conditions and are a
standout amongst the most basic valves introduced in a power plant. Accessible
in globe and point frame according to the plant format prerequisite. KE, German
Design ARC valves can be found in Nuclear power plants in India that filled in
as import.
3. Oil and Gas
The customized structure items meet general service and additionally critical
service necessity to deal with assortment of Fluid services.
The organization have skill to offer reasonable desuperheater from our

extensive variety of models as a piece of modified building arrangements.
4. Petrochemical
Very built customized items meet distinctive process licensors general and
critical prerequisites to enhance in general plant execution with security which
incorporates Control Valves, Desuperheaters, Safety Valves.

5. Allied Services
MECASTER gives world class field demonstrated authorized design items

reasonable to meet over all Industries necessity for exact process parameter
control, wellbeing of vessels and additionally downstream equipment which
help to enhance in general plant execution and productivity with most elevated
amount of security.
6. Refurbishment, upgrade and retrofit

Upgrades are particularly alluring when a plant's operational needs have
changed since being commissioned, the plant life is being expanded or enhanced
proficiency required. Organization's building center group assesses current
working condition and prescribes least changes to decrease lead time and cost
when contrasted with new hardware.
Rehashed failure of trim parts drives by and large plant execution, effectiveness
and increment downtime. MECASTER give best building arrangements by
providing built trim as retrofit with nitty gritty underlying driver examination.
1.2.3 PRODUCT RANGE
1. Turbine by pass valves
2. Severe service control valve
3. Automatic recirculation valve
4. Steam conditioning valve
5. Desuperheaters
6. Safety relief valve
7. Pressure reducing station
8. Dump tube
9. Self acting pressure reducing valves
10. Reformer
1.2.4 MAJOR CLIENTS

1. Reliance Industries ltd. 8. ONGC.
2. Torrent power 9. Alembic
3. Larsen and tourbo 10. Ceat
4. Aditiya birla group 11. Chambal fertilizers ltd.
5. Amul 12. Indian oil
6. Gujarat Heavy Chemicals Ltd. 13. Madza ltd.
7. Kalpataru 14. NPCIL

CHAPTER 2: BACKGROUND OF THE PROJECT

2.1 OPPORTUNITY IDENTIFICATION
1. Developing the social media strategy for MECASTER FLOW Pvt. Ltd.
2. Brand awareness in global markets.
2.2 PROBLEM DEFINITION AND ANALYSIS
• LACK OF ADEQUATE DIGITAL PRESENCE

The phenomenon called digital marketing encompasses email, websites, blogs,
and social networks. This means that there are lot of opportunities – especially
for business-to-business companies– to utilize digital marketing in reaching
potential customers and improving customer relations.
In B2B marketing, there are two reasons why digital marketing is important.
1. Firstly, competitors use it and this action gives them an advantage in

the competition.
2. Secondly, customers want to see you on the digital platform.
Customers nowadays are more in favor of finding information online
because resultant benefit are the time-saving advantage and variety
of options that Internet brings in.
Since MECASTER FLOW SOLUTIONS PVT. LTD. Even in this competitive

arena doesn’t have any digital visibility and this gap can be bridged by
formulating social media strategies.
• INITIAL INTERNATIONAL EXPANSION & RELATED ISSUES
With the recent changes in the governmental policies which has allowed the
organizations to move over a global platform. Entering into the global market
will enable the organization to
1. Improving the Company's Reputation.

2. Diversifying Company Markets.
3. Expands the Customer Base.
4. Increases the competitive advantage.

2.3 OBJECTIVES
PRIMARY OBJECTIVES
1. Develop an effective social media strategy which can target B2B clients
2. Spread awareness about the brand via social platforms
3. To increase visibility over internet by business listing process (Citation).
SECONDARY OBJECTIVES
1. Connect to a wider prospects
2. Spread message and agenda of company
3. Monitor online trends
4. Increase the availability and usage of online research materials
5. To develop effective copy and content which will make the customer aware

CHAPTER 3: DESIGN AND ANALYSIS PHASE

3.1 RESEARCH DESIGN
• The research design can be classified into three categories: Exploratory,
Descriptive and Causal.
• This is Descriptive research as this type of research is conducted to describe
only the methods to increase the visibility which can be achieved by
increasing awareness about the brand and can help in achieving the objective
of international expansion.
3.2 RESEARCH METHODOLOGY

• Research methodology may be quantitative, qualitative or both.
• In this research we adopt the qualitative research techniques as the
research describes the methods to increase the Brand visibility and
awareness in the national and international markets.
3.3 APPROACH FOR DATA COLLECTION

Data collected in the process was obtained for the following sources:
SOURCE COUNT
Mecaster flow solution’s website 1

Mecaster flow solution products catalog 10
Competitor’s website 12
Competitor’s facebook pages 12
Local magazine advertisement 6
Blogs of similar industrial segments 22

Business listing websites 150
• SOUNDNESS OF THE DATA
The data obtained is from a creditable source. i.e. company’s officials and
websites.

3.4 COMPETITIVE ANALYSIS OF THE DATA

The steps undertaken for carrying out the competitive of the data with respect
to social media content includes the following steps.
Step 1: Find Where the Content is
Step 2: Carry out a content Audit
Step 3: Evaluation of Content

Quality
Step 4: Development of your

effective Content
Step 1: Find where the content is
Determining from where the content which is to be analyzed weather the content
is obtained from the competitor’s website, their blogs, newsletter, social
platforms. The data was gathered in a drilled manner by visiting the sub
navigation links on the websites. Even the social media posts were selected for
the analysis.

Step 2: Carry out the content audit
The two main parameters which were focused are:
Quantity of each content asset type published –
Blog posts has the competitor published 30
Newsletters by the competitors 24
Press release by the competitors 12
Table 1 :Quantity of content
This helped us to find whether we were up against a formidable content that will
require a big content creation to surpass, or whether we were at an similar level
with the competitor.
Frequency each content –
Blog posts has the competitor published Once in 2 months
Newsletters by the competitors Once in 4 months
Press release by the competitors Once in 6 months
Table 2: Frequency of content posted
Step 3: Evaluation of Content Quality
The questions that were evaluated were
How accurate is the content is Creditable source: websites
spelling and grammatical errors Rarely found
Depth of the content Advanced
format of the content structured
Table 3: Evaluating parameters

Step 4: Development of your effective Content
Development of the effective content was then carried out keeping all the
parameters in mind

CHAPTER 4: IMPLEMENTATION PHASE

4.1 IDENTIFYING ALTERNATIVE COURSE OF ACTION.
The Various alternatives which were proposed for the problems 1.) Online
presence 2.) Global expansions were given along with the reasonable
justification. These alternatives are listed as below:
1. CONTENT MARKETING
The purpose of content marketing is to fill your website with information, well-
written content will help in positioning the company as an expert in its
respective industry. Content should be placed by providing the section of the
blog posts, E- brochure on the website in the form of informational pages.
Though it would take time to create the content but content marketing is a must
for any B2B business looking to promote their business.
• Regular Content Production
The major aspect of content marketing is producing new content on a regular

basis Having new content will enable
1. To positions the company as experts in the industry

2. To provide valuable information to the customers
If the company can publish new content once a week, that will impact the
customers and allow to increase the web presence too.
Content includes blogs, videos, visuals or any piece of information related to

company product, services, awards and achievements, newsletters, press
releases etc.
• Info Graphics and Visual Content
The company must include visuals like photographs, info graphics, or videos in
the blog posts. It not only helps to present information that interests the readers
but also break up the text. The complex information can be made simpler by
putting it in an info graphic, or create a video instead of writing a blog post
about a topic.

2. SOCIAL MEDIA MARKETING
Everyone with access to the Internet has at least one social media account. From
Facebook to Linked In, there are a lot of options.
Social media
marketing
Facebook Instagram Youtube Twitter Linked In
• Daily Social Posting
Like content marketing, the would have to post regularly on social media.
B2B sales are made easier when you have some sort of relationship with the
person to whom you are trying to sell. So follow the individuals, pay
attention to what they want, and share content that they may find helpful.
Consistent effort will keep you on their vision.
• Paid Social Ads
One way to make sure that Target class sees the posts is through paid social
ads.
✓ we can target a specific audience—including age range and

geographic region—and ensure that they see your post.
If company finds it out that a particular post is doing well organically then
the company can consider turning it into an ad.

3. INDUSTRY PUBLICATIONS
Since the company is into b2b segments it is comparatively difficult to
publish a newspaper advertisement. The other alternative to this is that the
company is currently publishing advertisement in local magazines
The same approach can be carried forward and the advertisement can be
published in the regional languages in different domain of the country as
well as in the national magazines.
This would not only enable the company to outreach the mass of the
business class but also build a healthy relationship among the existing
clients.
4.2 PROPOSED SOLUTION
Considering all the parameters with respect to
A. Financial position of the firm and

B. The current human capital that the company has
the most favorable solution was proposed and implemented.
DEVELOP THE STRATEGY FOR THE SOCIAL MEDIA PRESENCE.
Whereas considering to enter into GLOBAL MARKETS, the first and

foremost consideration is was the cost. so, one cost effective way is to increase
the visibility over internet.
The solution which was proposed and accepted was:
THE IMPLEMENTATION OF THE DIGITAL PROMOTIONAL

TOOLS which included
1. B2B Business Listing

2. Citations

4.3 IMPLEMENTATION METHODOLOGY
4.3.1 DEVELOPMENT OF FACEBOOK MARKETING STRATEGY

The steps that were taken in developing and executing the facebook marketing
strategy are listed as below
Step 1 : Set Goals
Step 2 : Define Target

Audience
Step 3: Plan & Develop

the Effective Content
Step 4: Develop The Page

& Post The Content
Step 5 : Monitor the Page

Activites

STEP 1: SET GOALS
The main aim of developing the facebook strategy is :
GOALS
BRAND WEBSITE
AWARENESS VISIBILITY
STEP 2: DEFINE TARGET AUDIENCE
Facebook marketing is of no use if you aren’t reaching the right people. That’s
why getting the right target audience is so important.
We have defined our target market to be B2B manufactures in the industrial

valves segment into the industry of
1. Thermal Power plant

2. Nuclear power plant
3. Oil & Gas sector
4. Petroleum Industry

STEP 3: PLAN AND DEVELOP EFFECTIVE CONTENT

After understanding the main objective of increasing the brand awareness , it
was essential to develop the copy-content for the facebook
Planning phase: General focus on company’s major serving area and area of
expertise must be done
Implementation phase: sample copies were developed
Figure 2: Sample copy 1
Figure 3: Sample copy 2

STEP 4: DEVELOP THE PAGE AND POST THE CONTENT

The facebook page was created and contents were posted. All the details were
placed accordingly which will support in maintaining the brand image
Figure 4: Output of facebook page

4.3.2 IMPLEMENTATION METHODOLOGY OF DIGITAL

PROMOTION TOOLS
4.3.2.1 B2B PORTAL LISTING
Introduction to B2B.
Business-to-business alludes to a circumstance where one business makes a

business exchange with another. This normally happens when:
• A business is sourcing materials for their Manufacturing.

• A business needs the resources of another for operations
Definition of B2B Portal:
B2B portal is the place where different site pages are accumulated to develop a
phase for of all small, medium and large manufacturer, Suppliers and exporters
to begin and make business relations with various Business units, with a point
of enlarging the arrangements. B2B Portals also support the headway of servicr
organizations.
Aim of listing on B2B Portal:
• To generate more leads from industrial clients from national and

international markets
• To showcase the major products and services of MECASTER FLOW
SOLUTIONS Pvt. Ltd. at international level with the help of digital
platform.
• The main aim or focusing point for listing on b2b portal was because it
enables small and medium-sized enterprises (SME’s) in particular to
develop growth in sales on new unexplored international markets as well
as acquire new customers.

Characteristics of B2B portal selected for listing

These were the characteristics that were focused before selection of b2b portal
for listing the products and services of Mecaster flow solutions:
• Mobile-friendly design
• Speed of website
• Password protected specific aspects of the site, such as price
• Multiple language support
• Quickly search for products by name, product code, serial number, upc, etc.
• Filter product listing based on ANY attribute
• Sort product listing based on ANY attribute
• View products in a single-row per product table
• Customize product table columns so that key attributes used for comparison
can be lined up top to bottom
Methodology for listing on B2B portals
Step 1: Selected the website where b2b listing was to be done.
Considered the parameters which were defined 80 b2b portals were selected for
listing the company’s product portfolio some other parameters which were
considered
1. Websites were completely on b2b portal engagement such as India mart
2. Chronologically the websites were listed on the basis of High PR
3. First preference was given to websites which were industry specific i.e.
for Mecaster solutions the primary search was made for industrial b2b
portal
4. Free listing sites were only to be targeted

Step 2: Created an account with valid credentials
Registered with valid information by

providing the details of name and
industrial segment along with mail-
id and contact details
Figure 5: Registration for B2B Portal

Step 3: Verification of the account

After completion of the registration process a verification link was provided
which is to be activated in order to start listing the product portfolio.
Step 4: Start listing the product portfolio and organizational details

Lastly I filled out the following details and then listed the Mecaster flow
solutions on the b2b portals.
Figure 6: Product description

Output of the Listing
Figure 7: Output of B2B PORTAL LISTING
ANALYSIS OF THE COMPLETE B2B PORTAL LISITING

A total of 80 sites were selected with high Page range out of which on 52
websites mecaster flow solutions was listed successfully whereas on the
remaining 28 websites the following errors were reflected
TOTAL SUCCESS FAILURE

80 52 28
Table 4: Analysis of B2B PORTAL LISTING

1. Website updating
2. Website currently not working
3. Paid after 24 hours
4. Login page crash error
5. Activation link was not generated.
6. Internal server error
Graphical representation of success rate and failure rate
SUCCESS VS FAILURE RATE

failure , 28,
35%
success, 52,
65%
Figure 8: Graphical representation of ssuccess rate.
4.3.2.2 CITATIONS
WHAT IS CITATION?
Citations are mentions of a company around the web. These mentions are not
link based by any means. They are purely textual mentions of a company along
with its physical address and telephone number.

CITATION BUILDING
Citation building is the act of sending out consistent, accurate and relevant
information about your business to listing directories so that search engines and
consumers know when, how and where to find your local business.
HOW DOES CITATION BUILDING WORK FOR SITES?

There are a lot of businesses that don’t care about local search and thus local
citations. Their services are primarily meant for online customers who live in
various countries, various places. They create a marketing strategy that works
on a web level.
But for a small local service provider, priority would be to find a well-paying
client from own city. Links from specific local resources, having content
featured in a tourist guide and positive text reviews on business site can easily
increase your client base.
Still, focus needs to be on listings that search engines see as relevant.
AIM OF CITATION
To make maximum visibility over internet portals globally by listing the

business over industrial business listing websites
METHODOLGY FOR CITATION PROCESS
Step 1: Selected the websites where business listing was to be done.
Strategically the parameters were defined for selection of the websites where
the Business listing for the company was to be done, these parameters include
1. Website was specific to business listing and not trading
2. Chronologically the websites were listed on the basis of High PR
3. First preference was given to websites which were industry specific
4. Free listing sites were only targeted.

Step 2: Creating an account with valid credentials
By entering all the valid details of the Mecaster flow solutions login credentials
were send on email address.
Figure 9: Registration for citations

Step 3: Provided the details of the business organization
After logging in to the business listing website, all the details about the
organization were entered correctly. Incorrect information can impact adversely
on brand image.
Figure 10: Company's details to be filled

Step 4: Submit and verify the listing
Finalized all the details and submitted the listing, verified how the listing
appears on the website and maintained the records of business listing.
Figure 11: Output of citation

ANALYSIS OF THE CITATION LISITING

A total of 227 sites were selected with high Page range globally i.e USA,
Canada , South Africa, Egypt, kenya, Nigeria, Ghana, Tanzania, Uganda and
Botswana out of which on 86 websites Mecaster flow solutions was listed
successfully whereas on the remaining 141 websites the following errors were
reflected
TOTAL SUCCESS FAILURE

227 86 141
Table 5: Analysis of citation
1. Website updating
2. Website currently not working
3. Paid after 24 hours
4. Login page crash error
5. Activation link was not generated.
6. Website under maintenance
7. Registration certificates were required to log in
8. Internal server error
GRAPHICAL REPRESENTATION OF SUCCESS RATE AND FAILURE
RATE
160
failure , 141
140
120
100
success, 86
80
failure , 62.11453744
60
success, 37.88546256
40
20
0
success failure
count percentage
Figure 12: Graphical representation of success rate - Citations

4.4 BENEFITS DELIVERED TO THE ORGANIZATION

Below are few of the benefits of implementing the social media strategy and
digital promotion tools which includes :
1. Increased Exposure
2. Increased web Traffic
3. Customer loyalty
4. Provide market place insights
5. Lead generation
6. Improved search engine ranks
7. Business Growth
8. Improved sales
9. Reduced marketing expenses
Figure 13: Benefits of the project to organization

4.5 FUTURE SCOPE

1. Search Engine Optimization
With the effective implementation of strategies with respect to facbook and

other social media approaches, SEO would allow the mecaster visibility to be
on top of the google searches
2. Big Data Analytics
Carry out surveys and polls with respect to the brand and the products and then
carry out the analysis to develop strategic marketing plans.
3. Responsive web design
It would allow the website to look in a similar way in all the devices and allow
smooth gliding through the websites
4. Visual Search
This will allow the customer to search the product with the image, and similar
products would be displayed.
Figure 14: Visual Search

GLOSSARY
1. A/B Split Testing-FACEBOOK ADS MONITORING
When running any type of advertisement, it’s best to split test. This means you will
have 2-3 similar ads that are all running at the same time to see which performs
best.
2. SEO
Search engine optimization or SEO is the organic way to move your site up in search
engine rankings
3. Citation
In simple SEO terms a Local Citation is simply where your company is mentioned
on other websites and places found on the Internet.
4. B2B Portal Listing
A B2B portal is a channel used to sell to business customers via online platform
5. Exposure
Presentation of the company – via online platform to the customers is called

exposure
6. Reach
In Internet marketing, reach is how many different people visit a Web site to see
an ad and also what percentage of these people fall into the audience to which an
ad is targeted.
7. Visual search
Visual search is a type of perceptual task requiring attention that typically involves
an active scan of the visual environment for a particular object or feature among
other objects or features

REFERENCES
Banerjee, S. (2018, 03 07). Top 5 Digital Marketing Trends Of 2018 & Tools To Keep Up With
Them.
Forbes Marshall . (2015, 07 13). Forbes Marshall is India's Best Manufacturing Work Place,
2015.
CIRCOR . (2017, 08 07). CIRCOR INSTRUMENTATION & SAMPLING FACILITY SURPASSES TWO
YEARS WITH ZERO RECORDABLE INJURIES.
CIRCOR. (2018, 04 10). CIRCOR AEROSPACE & DEFENSE CALIFORNIA RECEIVES AS9100 REV D
CERTIFICATION.
CIRCOR. (2018, 05 03). PIBIVIESSE FACILITY SURPASSES TWO YEARS WITH ZERO RECORDABLE
INJURIES.
CIRCOR MEXICO. (2018, 04 05). CIRCOR MEXICO EARNS API CERTIFICATIONS FOR QUALITY
MANAGEMENT.
Dave, N. (2018). 11 Digital Marketing Trends You Can No Longer Ignore in 2019.
Forbes Marshall . (2014, 12 23). Forbes Marshall Wins CII Design Excellence Award 2014.
FORBES MARSHALL . (2014, 04 22). FORBES MARSHALL ANNOUNCES TWO IMPORTANT

PROJECTS FOR CHAKAN.
Forbes Marshall. (2014, 04 30). Forbes Marshall Announces Two Important Projects for
Chakan.
Forbes Marshall. (2014, 04 23). Forbes Marshall Launches 2 New Social Projects in Pune.
Jhajharia, R. (2017, 12 04). 5 Types of Digital Marketing Strategies for 2018.
Khorev, M. (2018, 08 19). 12 Effective Digital Marketing Tactics and Strategies in 2018 and
Beyond.
Team , H. (2014, 08 02). What is a Local Citation? Local SEO.

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SHRI JAIRAMBHAI PATEL INSTITUTE OF BUSINESS MANAGEMENT - NICM.

Multidisciplinary Action Project Report

‘DEVELOPMENT OF FACEBOOK MARKETING STRATEGY IN B2B

MECASTER Flow Solution Pvt. Ltd.

Institute Code: 769

Under the Guidance of

Dr. Harishchandrasingh Rathod

In partial Fulfillment of the Requirement of the award of the degree of

MBA (Semester - III)

MULTIDISCIPLINARY ACTION PROJECT –MECASTER FLOW SOLUTIONS 1

We hereby declare that the Multidisciplinary Action Project Report

Enrolment No. Name Signature

177690592053 Mehta Vaibhavi Shaileshbhai

177690592062 Panchal Aastha Bharatbhai

177690592066 Parikh Rachana Sureshkumar

177690592090 Raval Sagarkumar Anandkumar

177690592100 Sharma Vishal Vinodkumar

Place: Gandhinagar Date: Nov 23, 2018

MULTIDISCIPLINARY ACTION PROJECT –MECASTER FLOW SOLUTIONS 2

MULTIDISCIPLINARY ACTION PROJECT –MECASTER FLOW SOLUTIONS 3

MULTIDISCIPLINARY ACTION PROJECT –MECASTER FLOW SOLUTIONS 4

MULTIDISCIPLINARY ACTION PROJECT –MECASTER FLOW SOLUTIONS 5

MULTIDISCIPLINARY ACTION PROJECT –MECASTER FLOW SOLUTIONS 6

We look forward to your appreciation, condemnation or feedback if any.

MULTIDISCIPLINARY ACTION PROJECT –MECASTER FLOW SOLUTIONS 7

MULTIDISCIPLINARY ACTION PROJECT –MECASTER FLOW SOLUTIONS 8

MULTIDISCIPLINARY ACTION PROJECT –MECASTER FLOW SOLUTIONS 9

1.1 INDUSTRY SCENERIO ................................................................................. 12

1.1.1 GLOBAL INDUSTRIAL VALVES MARKET ...................................... 12

1.1.1 INDIAN INDUSTRIAL VALVES MARKET ........................................ 13

1.2 COMPANY PROFILE .................................................................................... 15

1.2.1 AREA OF EXPERTISE ............................................................................ 16

1.2.2 INDUSTRIES SERVED............................................................................ 19

1.2.3 PRODUCT RANGE .................................................................................. 20

1.2.4 MAJOR CLIENTS .................................................................................... 20

CHAPTER 2: BACKGROUND OF THE PROJECT ............................................ 21

2.1 OPPORTUNITY IDENTIFICATION ........................................................... 21

2.2 PROBLEM DEFINITION AND ANALYSIS........................................... 21

CHAPTER 3: DESIGN AND ANALYSIS PHASE ................................................ 23

3.1 RESEARCH DESIGN ..................................................................................... 23

3.2 RESEARCH METHODOLOGY.................................................................... 23

3.3 APPROACH FOR DATA COLLECTION ................................................... 23

3.4 COMPETITIVE ANALYSIS OF THE DATA ........................................ 24

CHAPTER 4: IMPLEMENTATION PHASE ........................................................ 27

4.1 IDENTIFYING ALTERNATIVE COURSE OF ACTION. ................... 27

4.2 PROPOSED SOLUTION ........................................................................... 29

4.3 IMPLEMENTATION METHODOLOGY............................................... 30

4.3.1 DEVELOPMENT OF FACEBOOK MARKETING STRATEGY ...... 30

4.3.2 IMPLEMENTATION METHODOLOGY OF DIGITAL

4.4 BENEFITS DELIVERED TO THE ORGANIZATION .............................. 45

4.5 FUTURE SCOPE ............................................................................................. 46

MULTIDISCIPLINARY ACTION PROJECT –MECASTER FLOW SOLUTIONS 10

Figure 1: Area of Expertise ....................................................................................... 16

Table 1 :Quantity of content ..................................................................................... 25

MULTIDISCIPLINARY ACTION PROJECT –MECASTER FLOW SOLUTIONS 11

With the rising interest for oil-based commodities and technology

Even though advancing at a moderate pace, advancement in mechanical valves

MULTIDISCIPLINARY ACTION PROJECT –MECASTER FLOW SOLUTIONS 12

activities, subsequently these ventures require viably operating procedures.

An expanding number of projects are occurring in oil and gas industry.

1.1.1 INDIAN INDUSTRIAL VALVES MARKET

MULTIDISCIPLINARY ACTION PROJECT –MECASTER FLOW SOLUTIONS 13

As indicated by "India Industrial Valves Market Forecast and

• Lack of standardized certifications and government policies