Report1 Marketing Strategy

NIMT B.
SCHOOL, GHAZIABAD
A
PROJECT REPORT
ON
“UNDERSTANDING OF MARKETING STRATEGY”
I L, KOTA (RAJASTHAN)
SUBMITTED TO … SUBMITTED BY…
Mr. K P SINGH ROHITASH SHARMA
CHAIRMAN OF ENROLL. No. 28829
NIMT B. SCHOOL BATCH 2ND
GHAZIABAD MARKETING
1
NIMT B. SCHOOL, GHAZIABAD
An ISO 9002 Certified company
INSTRUMENTATION LIMITED KOTA

(A GOVT. OF INDIA ENTERPRISE)
2
CONTENTS
1. Preface
2. Acknowledgement
3. Introduction
4. Organization Structure & Set up
5. Board of Directors & Committee of Management
6. Financial Position
7. Objective of the Company
8. Collaborators
9. Capability
10. Major Customer
11. Product Range
12. Marketing strategy Definition
13. Marketing Strategy of IL
14. Compare Marketing Strategy with other Companies
15. SWOT Analysis
16. Bibliography
3
17. Conclusion
PREFACE
Realizing that the practical experiences an academic for all

around development of a personal, as a part of the course
curriculum for PGDBM (MBA), the student has to undergo
practical training for sixty working days.
I have much pleasure in submitting the project
report on “UNDERSTANDING OF MARKETING STRATEGIES”
of “Instrumentation Limited, Kota”. In the present era the
international trade is becoming the backbone of every
Company.
During the training period a student learn the practical
approach of their theoretical knowledge. Actually a PROJECT is
the summarized form of seven activities:-
1. Planning
2. Resource allocation
3. Organizing
4. Joint efforts
5. Efficiency
6. Communication
7. Transparencies
4
5
ACKNOWLEDGEMENT
It is my proud privilege to express my profound debt of

gratitude and a sense of deep indebtedness from the core of my
heart to Mr. S. Khatri, DGM (AP & TRG) and Mr. Vasistha who
work kind to allow me get training in a sophisticated
environment.
I would also like to thank staff of Instrumentation
Ltd for their influent advice, rich experience and learned
guidance with their other employees provided me valuable
suggestion and support through out the project.
Last but not the least I would like to thanks my

teachers without whose feedback and encouragement, this
project would not have been possible. Their help has gone a
long way in successful completion of my project.
ROHITASH SHARMA
ENROLL. NO. 28829
PGDBM
6
INTRODUCTION
NEED FOR SETTING UP INSTRUMENTATION LTD.
Instrumentation limited is a Govt. of India Enterprise set up

in 1964 with the prime objective of attaining self-reliance in
the field of Control & Automation for the process industry.
Today IL is manufacturing & supplying state of the art
control equipments on turnkey basis to the various sectors of
the industry viz. Power, steel, fertilizer, chemical and
petrochemical.
Instrumentation limited is headquartered at Kota

along with its Commercial Division specialization in power
and steel sectors. The regional & field offices, at different
sites look after the installation work. The marketing division
is based in New Delhi with branch offices in Calcutta,
Chennai & Mumbai. IL has its plants at Kota & Jaipur.
With over 35 years of experience & a dedicated workforce ,

IL has mastered all complexities of control systems
requirements & can lead right through any industrial project
from system designing, to detailed engineering ,
7
manufacturing , installation ,final commissioning to after

sales service & customer training. IL is now diversifying in
to the field of Telecommunication, Power Electronics &
Railway signaling systems.
IL, after establishing itself as an undisputed leader, has

crossed the Indian borders to supply equipments on turnkey
basis in international market. IL has supplied
Instrumentation on turnkey basis for two thermal power
stations in Malaysia; established a Service Centre at Kufa
Complex in Iraq; supplied Instrumentation for Ethiopian
Petroleum Company of Ethiopia; supplied.
Instrumentation for Esfahan Steel Plant, Iran & when M/S

Haven Automation, Singapore wanted control valves they
too chose I.L and the list goes on.
In addition, a major breakthrough has been made in

capturing the market for high tech Digital Control Systems
for refineries in the USSR.
8
ORGANIZATION STRUCTURE
Board of Directors
Chairman-cum-Managing
Director
Company Secretary
Business Acquisition Group Procurement Manufacturing Facilities
Projects Customer Marketing

CP & Kota Unit Palakkad
Services Unit
DDC
IT Unit
Unit
Exports Regional & Branch Subsidiary

Division Site Offices Offices
Unit
Corporate REIL
F&A
Corporate
P&A
Corporate 9
R&D
ORGANISATION SET UP OF INSTRUMENTATION

LIMITED.
The Instrumentation Limited is headed by a Chairman Cum

Managing Director under the guidance of Board of
Directors. Board of Director’s has three full time Directors
Name Director (Production), Director (Finance) and
Director (Commercial).
Instrumentation Ltd. has four Units besides
Corporate Head Quarter which is also considered a
separate Unit.
The four Units are as follows:-
1. Kota Unit
2. Palakkad Unit
3. Commercial Unit
10
4. Marketing Unit
The Registered Office of the Company is at Kota. The

Corporate Head Quarter is also located at Kota.
A brief introduction of each Unit is as follows:-
1. KOTA UNIT
Kota Unit is biggest of all the Units of Instrumentation Ltd.

It is the Head Office of IL. It is Production Unit. It is headed by
General Manager (Kota Unit), who reports to Director
(Production).
PRODUCT RANGE OF KOTA UNIT
Kota Unit had been producting since 1964 with Russian

Collaboration. Today it manufactures products in Collaboration
with West Germany, Japan, UK, Itly, France etc. It has got a very
wide and versatile product range. Its Product includes:
1. C-Dot Technology based Electronic Exchange
11
2. Electronic Transmitters
3. Electronic Controllers Recorders, Indicators
4. Electronic Computing Bins & Mini Cards
5. Micro Processor Based Records
6. Annunciator
7. Railway Signaling System
8. Digital Electronic Exchange
9. UPS System
10. Pneumatic Transmitters
11. Pneumatic Recorders, Controllers, Indicators
12
12. Special Products for Defence
13. Special Product for Dae
14. Control Panels.
2. PALAKKAD UNIT
This Unit is also a Production Unit and is located in Kerala State.

It is headed by GM (Production)-Palakkad Unit who reports to
Director (Production).
This Unit manufactures Min Control Valve and Allied items in

Technical Collaboration with M/s Yamtake Honeywell of Japan.
It started his production in October, 1975 with Assembly of
imported components of Control Valves and accessories.
Now, almost all types of valve are indigenized. It has

developed special type of valves with its Research &
Development efforts.
Following Products are manufactured by Palakkad Unit :-
1. Control Valves (Cage, Butterfly, Globe),
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2. Flow Elements (Orifice Plates etc.)
3. Value Actuators & Positioners,
4. Power Cylinders.
3. P-DDC UNIT (COMMERCIAL UNIT)
The unit headquarter of this Unit is located at Kota. General

Manager (P-DDC Unit) is head of this Unit and reports to
Director (Commercial). This Unit is mainly responsible for
design, supply Errection and Commissioning of C&I systems of
1. Thermal Power Plant
2. Steel Plants
It also has a spare Cell which Cater to the requirement of spare

Instrument and instruments spares of these two industries.
The activities of Commercial Unit spread all over country. It has

Site Offices spread all over India. The activities of Site Office
are coordinated by five following Regional Offices:-
1. Lucknow Region : Central Zone
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2. Kolkata Region : East Zone
3. North Region : North Zone
4. Bhilai Region : Bhilai Zone
5. Secunderabad : South Zone
North Zone is controlled by DGM (North) from Kota.
4. MARKETING UNIT
This unit is headed by GM (MKTG) who reports to

CMD Head Quarter of this unit is located at Delhi. This unit
is responsible for retail sale and turnkey jobs from
industries other than thermal and steel. The activities of this
unit carried out through five houses situated at:
 Delhi
 Bombay
 Chennai
 Calcutta
 Kota
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 Jaipur
CORPORATE HEAD QUARTERS
It consists of following division:
 Corporate Finance Deptt.

 Corporate personnel Deptt.
 Corporate Planning
 Vigilance Deptt.
 Company Secretariate
 Research & Development Unit
The Instrumentation Limited continuous to lay more stress

on Research & Development and import substitution work .
Company has received awards for import substitution.
Several product design by R & D are now under

regular production and doing well in the market . At
16
palakkad , Company has set up a fluid Research institute

with the help of United Nations Development Programme .
BOARD OF DIRECTORS
Sr. Name and address Telephone

No. of Director No Email Address
1. Shri Ramanand 0744 - mailto:ilkcmd@sancharnet.inilkcmd@s

Chairman-cum- 2426914
Managing Director 0744 -
Instrumentation 2424476
Limited, Kota
2. Shri Shashank Goel 011- shashank.goel@nic.in
23062515
Director,
Department of
Heavy Industry
Ministry of Heavy
Industry & Public
Enterprises
Udyog Bhavan
New Delhi.
3. Shri P.M. 0744 - dp@ilkota.in
Bhardwaj 2426806
Director(Production
)
Instrumentation
Limited, Kota
17
4. Shri S.K. Gupta 0744 - df@ilkota.in

Director (Finance) 2427278
Instrumentation
Limited, Kota
5. Shri Rajeev Kumar 0744 - dc@ilkota.in

Director 2426376
(Commercial)
Instrumentation
Limited, Kota
COMMITTEE OF MANAGEMENT
Telephone No. : Office Residence Fax E-mail
KOTA UNIT : (0744)
2423381-85 2425510
Instrumentation Limited, 2427394-97 2422505
Kota 2425591-98 2426309
2428036-39 2424322
Ramanand,
2426914,
Chairman cum Managing
2424476 cmd@ilkota.in
Director
PM Bhardwaj, D(P) 2426806 2424824 dp@ilkota.in
SK Gupta, D(F) 2427278 2423506 df@ilkota.in
Rajeev Kumar, D(C) 2426376 2424195 dc@ilkota.in
AK Jain, GM(New
2426950 2428629 agm-pddc@ilkota.in
Projects)
R Bhargava, GM(P-DDC) 2426807 2424204 gm-pddc@ilkota.in
18
gm-
SK Sharma, GM(Prod-1) 2424635 2421239
ku@ilkota.in
AK Shringi, GM(F&A) &

2426998 2364785 fa@ilkota.in
Co. Secy.
OP Solanki, AGM(CHQ) 2427397 2429590 pio@ilkota.in
VK Uppal, AGM(Proc.) 2422505 2431503 agm-proc@ilkota.in
A Saxena, (TSO to CMD) 2424576 2407489 ilkcmd@sancharnet.in
RL Patel, AGM(Vigilance) 2421460 2422546 cvo@ilkota.in
PALAKKAD UNIT (0491)
Kanjikode West 2566127-30 2566135 ilpgt@satyam.com
Palakkad - 678623 2566240
NK Srivastava, GM 2566132 2566136
RS Yugal, AGM 2568071
Eapen Varghese,AGM 2566228 2566519
19
20
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OBJECTIVE OF THE COMPANY
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 BUSINESS
 To undertake financial restructuring of the
company to be more competitive.
 To endeavor to achieve reasonable return on
investments.
 To further increasing its contribution in the
company’s value of production and profitability.
 To maintain 10% annual growth in the turnover
of the company excluding the bought out items.
 To reevaluate the corporate plan for higher
growth and dividend objective.
 PRODUCTIVITY
 To ensure optimum utilization of all the facilities
in manufacturing division.
 To ensure optimum utilization of facilities
created for manufacture of railway signaling
system.
 To realize greater operational efficiency, improved
productivity and higher capacity utilization and
generation of internal resources.
 CUSTOMERS
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 To achieve and maintain high degree of customer

satisfaction with timely delivery of quality
products and services at competitive rates and
also establish customer feedback system.
 EMLLOYEES
 To upgrade the quality of human resources and
strengthen the technical and managerial
competence for growth.
 To achieve higher levels of safety standards.
 To restructure the manpower by rationalization.
 To achieve continuous increase in value addition
per employee.
ACHIVEMENT & AWARDS
 IL is an “ISO-9002” certified company.

 Development of sophisticated noise fuse for defense
project which required very high mechanical
engineering skill.
 It receiving the following awards :
 International Export Award
 Top Export Award
 National Safety Awards
 Pollution Control Award
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COLLABORATORS
 YAMATAKE HONEY WELL , JAPAN
 MANNESMANN HARTMANN & BRAUN
 WEST GERMANY
 FUJI ELECTRIC CO. , JAPAN
 ABB KENT-TAYLOR, JAPAN
 NUOVO PIGNONE , ITALY
 TOSHIBA CORPORATION , JAPAN
 TOKYO KEISO , JAPAN
 Dr. THIEDIG WEST GERMANY
 KYOSAN ELECTRIC CO. , JAPAN
 C-DOT , INDIA
 SEGAULT FRANCE
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CAPABILITIES OF I.L
1. PROJECT MANAGEMENT
When I.L takes up a project , it is not just the schemes and system
of the instrumentation , but the rendering all updated
technology innovative thinking and professional experience .
Beginning from system design they go on to final
commissioning and customer training . The project team is
responsible for all commercial and technical aspects , backed by
all the company’s resources and facilities .
2. MANUFACTURING
Accuracy and reliability being the aim , the manufacturing

facilities include CAD-CAM centers modern assembly shops &
laboratories , modern PCB center equipped with the state-of-art
facilities like wave soldering machine , surface monitoring
technology (SMT) .
3. QUALITY ASSURANCE
“Satisfaction to the customers and various interested groups

through excellence in quality product and services is the aim
of the company.” It is only through unsurpassed quality that
IL has reached and maintained top position . The final product
undergoes a series of rigorous tests . Quality Assurance
laboratory conducts an independent check before dispatch to
customers .
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4. RESEARCH & DEVELOPMENT
The company has a well- equipped research and development

cell where it has a perfect system of introduction of new
product through continuous research . IL successfully continues
to come up with design solution that meets tomorrows needs
today . The self contained R&D center of IL is recognized by
DS&T for carrying out applied R&D activities .
5. CUATOMER TRAINING
IL believes that for high performance and accuracy of its

instrumentation & other equipment / system , engineers at
customer’s end need instruction in the correct method of
dealing with routine checks and repairs . For this purpose IL’s
Customer training courses designed to meet the needs of
mechanics , supervisors and engineers are available .
6. DOCUMENTATION
IL lays great emphasis on documentation from start to finish .

Whether you want general technical dealing , product-range-
application or specification , literature for planning or training
and instruction manuals on individual instruments and
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completed schemes , you’ll find IL’s documentation center

meeting all your needs .
7. INFORMATION TECHNOLOGY
In the present business scenario extensive and appropriate

use of Information Technology gives the competitive edge to
any organization by improving the productivity , Accuracy and
speed . IL has well equipped information technology center
giving complete back up to commercial / production related
function . IT center having all kinds of in-house facility provide
full support for complex and dynamic business environment .
IT center caters to the information needs of the

entire kota complex by using customized Enterprise Resource
Package (ERP) , specially designed to serve wide arrays of
applications which are broadly classified in the following
segments .
1. Customer Order Processing (COP)
2. Production Planning & Control (PPC)
3. Procurement
4. Inventory Control & Costing System (IC & CS)
5. Financial Accounting System (FAS)
6. Payroll System (PS)
7. Human Resource Management Module (HRM)
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These Sub-Modules are totally integrated with each other and

are using latest state-of-the-art RDBMS based on client server
technology .
IT center is fully capable of ensuring quality and

timely services to our valued customers .
8. OTHER
The company has a team of professionals and technically

sound man power , being utilized the need of all in the areas
of cater manufacturing , marketing , human sources and
technical activities and it has a continuous quality
improvement system through training and total involvement
of of all employees so as to manufacture consistent quality
yarn fully meeting with the requirement and to the
satisfaction both , national and international customers. IL’s
after sale services are also trustworthy , as there responsibility
does not end with marketing of supreme quality products . it
has its offices at DELHI , CHENNAI , MUMBAI and KOLKATA
having their own service departments headed by a service
engineer.
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MAJOR CUSTOMERS OF IL
Customers of IL , In Following Sector
 POWER
 National Electricity Board (NEB) , Malaysia

 National Thermal Power Corporation (NTPC)
 Ahmadabad Electricity Company (AECO)
 Rajasthan Rajya Vidyut Utpadan Nigam Limited
 Steel Authority of India Ltd.
 Ahmadabad Electricity Company (AECO).
 Andhra Pradesh State Electricity Board.
 Bharat Heavy Electrical Ltd.
 Delhi Electricity Supply Undertaking.
 Gujarat Electricity Board.
 Madras Atomic Power Project.
 Kota Thermal Power Station.
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 STEEL
 Esfahan Steel Plant

 Steel Authority of India Ltd.
 Heavy Authority of India Ltd. , Rourkela Steel Plant
 Heavy Machine Building , HEC
 Malvika Steel Ltd. , Jagdispur
 Bharat Heavy Plates & Vessels Ltd. , Bokaro
 REFINERIES
 Promavtomatika Grozny , USSR

 Hungarian National Oil & Gas Corporation , Hungary
 Indian Oil Corporation Ltd. , Mathura
 Bharat Petroleum Corporation Ltd.
 Cochin Refineries Ltd.
 Bongaigaon Refinery and Petroleum Ltd.
 Pragati Engineering (P) Ltd.
 Indian Institute of Petroleum , Dehradun
31
 PETRO CHEMICALS
 Indian Petrochemicals Corporation Ltd. , Vadodara

 Ethiopian Petroleum Corporation , Addis Ababa
 Indian Petrochemicals Corporation Ltd.
 Maharashtra Gas Cracker Complex , Ngothane
 Consolidated Fiber and Chemicals Ltd.
 Petro fits Ltd. Gujarat
 ATOMIC ENERGY
 Deptt. Of Atomic Energy (DAE) , RAPP , Kota

 Nuclear Power Corporation India , Ltd. Tarapur
 Khammam Chemicals Refinery
 SPACE
 Indian space Research Organisation , SHAR Center ,

Shriharikota (A. . P.)
 Vikram Sarabhai Space Center , Trivandrum
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 RAILWAY SIGNALING
 North-Eastern Railways
 Western Railways
 Central Railways
 South Central Railways
 Northern Railways
 Eastern Railway
 FERTILIZERS
 Zuari Agro Chemicals LTD. Goa

 SPIC , Tuticorin
 The Fertilizers Corporation of India LTD.
 Shriram Fertilizers , Kota
 Rastriya Chemicals and Fertilizers.
 Krishak Bharti corporative.
 Coromandal Fertilizers.
 Fact Engineering & Design organization.
 Indo Gulf Fertilizers , Jagdispur
 National Fertilizers LTD.
33
 Project Development India LTD. Sindi
 CEMENT
 Cement Corporation of India LTD. (CCI)

 Associated Cement Works
 Andhra Cement Works LTD.
 Shriram Cement.
 Manglam Cement LTD. Morak
 Nihon Nirman Cement LTD. Nagor
 Shri Vishnu Cement LTD.
 Mysore Cement LTD.
 Orient Cement LTD.
 PHARMACUTICALS
 Indian Drugs & Pharmaceuticals LTD.
* Hyderabad * Mujaffarnagar * Risikesh
 Hindustan Antibiotics LTD.
 MINERLS AND METALS
 Heyveli Lignite corporation
34
 National Mineral Development corporation

 Graphite India LTD.
 Hindustan Copper LTD.
 Hindustan Zinc LTD.
 Hindustan Aluminium corporation
 Bharat Aluminium corporation
 Indian Aluminium corporation
 Metal Powder corporation
 Engineering projects India LTD.
 Minerals and Metals Trading corporation
 SUGARS
 Mawana Sugars Works (MP)

 Gangawati Sugar LTD.
 Daurala Sugar works LTD.
 Kallakurichi Co-operative Sugar Mills (TN)
 Andhra Sugars (AP)
 TEXTILES
 Baroda Rayon Corporation LTD.

 Garware Synthetics LTD, Kota.
 J.K Synthetics LTD.
 Indian Oxygen LTD.
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 Grasim Industries LTD.

 JCT LTD.
 Pashupati Acrylics LTD.
PRODUCT RANGE OF IL
Instrumentation Limited is an ISO 9002 certified multi-unit,

multi-product Company that are manufacturing those product
which are used by any Industry so there are Industry based
marketing. The main products which are manufacture by
Instrumentation Ltd. Are given as under…….
1. FAULT TOLERENT CONTROL SYSTEM –

FICS
Fault tolerant control system, being manufactured in technical

collaboration with AUGUST SYSTEM, UK is an ultra reliable
control designed for use in critical industrial, control, safely
shutdown and monitoring application.
It can be used as a stand – alone control system or be part of a
distributed process control system
36
CONTROL SYSTEM-FICS
2. MICRO PROCESSOR BASED DISTRIBUTED

DIGITAL CONTROL SYSTEM STARDIC
The STARDIC microprocessor based Distributed Digital

Control System manufacture in collaboration with M/s Toshiba
Corporation; Japan caters to need of flexible and comprehensive
process plant instrumentation and controls to obtain energy
conservation, improved productivity and quality, increase yield
and safe innovative operational techniques.
The STARDIC Distribution System is flexible and can be

utilized in small, medium or large scale application. The system
architecture dually fits process automation .Where a plant
expands physically and functionally involving several phases
while still maintaining single loop integrity.
ECS-1200 DISTRIBUTED CONTROL SYSTEM
37
This Evolutionary control system is the latest state of the art

control system from HF Control Corporation (HFC), USA.
HFC, a wholly owned subsidiary of Doosan Heavy Industries &
Construction (DHICO) is designer, manufacturer assembler,
integrator and distributor of control system & Instrumentation,
HFC provides ECS-1200 control system for power plants and
industrial plants. Capabilities include Combustion Controls,
Burner/Boiler Management, and Balance of Plant (BOP)
control, for combined cycle, Electrical generation, Cement,
Nuclear, Petrochemical, and Power etc.
3. ELECTRONIC TRANSMITTERS
ELECTRONIC CELL TRANSMITTER, being manufacture in

technical collaboration with M/s Fuji, Japan, is of capacitance
type, used for measuring pressure, differential pressure, flow
rate, liquid level and other process variables. It employs a
unique floating cell structure and is available in various compact
models with wide measuring ranges.
38
ELECTRONIC TRANSMETER
4. GAS ANALYSERS AND POLLUTION

MONITORING INSTRUMENTS
It manufactures GAS ANALYSERS and POLLUTION

MONITORING INSTRUMENTS in technical collaboration
with M/s MANNESMANN HAREMANNAND RAUN, WEST
GERMANY. The range covers almost all types of online gas
analyzers viz. paramagnetic, infrared, thermal conductivity and
pH analyzer- IL’S gas concentration robust design allows these
to withstand the stress and strain of everyday industrial
39
operation and can be employed to identify noxious

concentration s in environmental atmosphere.
IL also offers:
(i) Zirconium Probe Oxygen Analyzers in collaboration
with WESTINGHOUSE.
(ii) Dissolved Oxygen & Hydrazine analyzer Model
Oxyflux-4 in collaboration with Dr. THIEDING & Co.
WEST GERMANY.
(iii) Steam and Water Analyzers & systems (SWAS)
5. MICRO PROCESSOR – BASED RECORDERS /

CONTROLLERS
IL now offers microprocessor – based recorders in technical

collaboration with M/s ABB KENT, UK. The microprocessor –
based strip chart recorder is designed to provide recording of up
to six input channels in a compact instrument with improved
accuracy, reliability and ease of programming. Besides strip
chart recorder this range also includes circular chart and digital
display controller.
6. CONTROL VALVES
IL manufactures a wide variety of control valves viz. globe,
butterfly, angle, three-way, below sealed, flowing, micro flow,
top and bottom guided, double seated, low noise, etc. to cover
all conceivable application in technical collaboration with world
renowned m/s YAMATAKE HONEYWELL, JAPAN.
Pneumatic and electric actuators are also available.
40
7. SAFETY RELIEF VALVE

The SAFETY RELIEF VALVES are manufactured in technical
collaboration with M/s NUOVO PIGONE, ITALY. (the world
leaders in the design and manufacture of safety relief valve).
They give prompt relief at the exact pressure for which they
have been set and are available from ½ “ to 10 “ with pressure
rating of 150 – 2500 ANSI.
8. LARGE – SIZE SOFT – SEATED BUTTERFLY

VALVES
Confirming to American Water Works Association Standard,

these valves are the best choice as isolation valves for water and
gas application. Ensuring bubble tight closure, due to soft
seating, these are available in wide range of sizes up to 2400
mm and materials to suit any process requirements.
9. RAILWAY SINGNALING SYSTEMS

IL has achieved a high degree of excellence in designing,
manufacturing, supplying installation, testing and
commissioning of railway signaling systems comprising of
panel interlocking, route relay interlocking, color light signaling,
etc. the complex circuit design for these systems are carried out
on computer aided systems. The manufacturing range of IL in
technical collaboration with KYOSAN ELECTRIC
MANUFACTURING Co., JAPAN, includes various types of
signaling relays, track circuits, audio frequency track circuit
equipment, modernized systems like CTC, SSI etc.
41
10. CONTROL PANELS AND DESKS

For electronic and pneumatic instruments in different types,
colors and finishes to suits the customer’s specific requirements.
CONTROL PANELS
11. ANNUNCIATIORS
CMOS based Annunciators, based on its in house R&D, are

available in integral, wall – mounting and remote configuration
featuring all standard requirements.
12. DIGITAL SWITCHING SYSTEMS
42
The digital switching systems being manufactured are based on

indigenously developed C-DOT technology.
ELECTRONIC PRIVATE AUTOMATIC BRANCH
EXCHANGE (EPABX). The system includes 128 and 256p
exchange, working in digital environment which ensures high
reliability and speed.
13. RURAL AUTOMATIC EXCHANGE (RAX)

128 P RAX has been designed to work as exchange to cater the
requirements of rural areas. It can be interfaced with all types of
switching equipment working at present in Indian telecom
network.
43
RAX
14. MAIN AUTOMATIC EXCHANGE (MAX)

The manufacturer of MAX has been started from early 1991.
MAX is mainly used for local, tandem & transit applications for
rural urban and metropolitan areas.
MAX
15. VALVE STAND FOR STEEL MELTING

SHOP
In order to improve the productivity of open hearth furnace and
to reduce fuel consumption, a valve stand consisting of various
types of valves, flow meters, pressures switches, alarm, and
annunciation systems etc. is being designed and manufactured
44
for supplying to steel plants. It is basically used in open hearth

furnace to reduce lead time to convert pig iron to steel by
effective oxidation of carbon. Thus equipment helps to reduce
fuel consumption and time taken to convert pig iron to steel.
16. TANK LEVEL GAUGING SYSTEM
Tank Level Gauging is manufactured with know how from

TOKYO KEISO Co. JAPAN. These incorporate state of the art
features.
A microprocessor controlled stepping motor offers high
resolution, stability and durability over long operating periods
resulting in higher sensitivity, higher liquid following speed and
reduction of hysteresis.
The two microprocessor operation offers separate multifunction
measurements and data processing. Safety and reliability is
assured with cross checking and self diagnosis routines. A
person has a choice of data communication or data transmission
via optic fibers.
17. CONTROL VALVES FOR HIGH

PRESSURE DROP
45
CONTROL Valve for high pressure drop is so divide a large

pressure drop into many stages by the special construction of the
plug and cage thereby preventing occurrence of cavitations.
18. ELECTRICAL ACTUATORS
Electric actuators are being manufactured in technical

collaboration with M/s BERNARD, FRANCE. These actuators
are available for on – off duty with accessories like electrical
position transmitter, electronic positioning unit, torque switches,
limit switches, and hand wheel for manual operation.
19. LOW NOISE VALVE
Valve plug is designed in such configuration that it production

no torque vibration. Further valve plug is held directly inside the
café so that it resists the vibration and wear due to incorporator
of modular concept in design and construction the component
are interchangeable with those of standard cage valves.
20. SPECIAL BELLOW – SEALED VALVES

FOR NUCLEAR SERVICE
IL has been supplying bellow – sealed valves for radioactive or

toxic fluids to environments. Recently IL has entered into
46
technical collaboration with M/s SEAGULT S.A., FRANCE.

For manufacture of various types of bellow sealed valves for
manufacture of various types of bellow sealed valves for use in
process plants and nuclear plants.
21. PNEUMATIC CONTROL DRIVES
Pneumatic control drives is designed for high reliability, double

acting piston cylinder actuators are very versatile in construction
and very effectively used for movement of dampers, ID / FD
fans, burner tilt etc. these cylinders are designed for modulating
duty, accepting standard pneumatic signal 4.2 to 1.0 Kg/cm².
PRESENT SET UP OF MARKETING DIVISION
General Manager (Marketing) is head of the marketing division

Headquarter of the marketing division is located at Delhi. Four
branch offices are at Bombay, Delhi, Calcutta, and Madras. Its
fifth office is Kota. All the branches offices are headed by
Branch Manager.
Marketing division being a separate unit of the company is
having its own P&A and F&A department.
1. Marketing Head Quarter

GM (Marketing)/ AGM (Marketing) are over all in charge
of the division. All branch managers DGM (marketing)
report to them.
47
AGM (Marketing) is responsible for management

information system and arranging, seminars, exhibition,
printing of literature etc.
ACTIVITIES OF HEADQURTER
1. To get following reports from branch office.
(a)Details of Quotation submitted in the month.
(b) Order booked in the month.
(c) Payment realized in the month.
(d) Out standing payment status.
(e) Any problem being faced by branches in booking of
order.
2. To get following reports from Kota offices.
(a)Status of pending order.
(b) Inventory status.
(c) Quotation submitted and orders booked for all products
of telecom system.
(d) Any bottlenecks being faced in executing the order.
3. It sends consolidated management reports to company
head quarter.
4. Preparation of budget for marketing division and getting
approval from company management.
48
5. Order booking & execution target for each branch/Kota

Offices.
6. Preparation for annual forecast for various ranges of
Instrumentation.
7. Arranging seminars, exhibition etc.
8. Printing of technical and business Promotions literature.
9. To book order for defense equipments.
10. To maintain good relation with important customers.
WELFARE FACILITIES PROVIDED TO EMPLOYEES

The company provides various welfare measures for the benefits
of the employees and their families. Besides statutory
obligations there are liberal facilities. At Kota the company
township consisting of about 700 houses.
Township is having a dispensary with indoor treatment facilities,
a senior secondary school, a co-operative store, shopping centre,
playground , recreation club, community centre, Auditorium,
Bank, Post offices etc.
SOCIAL OBJECTIVE
The company is fully aware of the social responsibilities it owes
to the Nation. The company has always contributed liberally for
49
the national cause and Firm are carefully engaged in the

upliftment of poor.
Company has adopted a village near Kota. It has plans to
develop it as a model village.
As a part of its social responsibility the Company also attaches
consideration attention to the development of ancillary
industries during 1988-89 order worth Rs. 70 Laths were places
on ancillary and small industries. This has developed a very
good in and around Kota. Today about 125 ancillary units and
small industries are associated with the company.
KOTA OFFICE
Kota office basically coordinator office which is to coordinate

between marketing head quarter ,branches offices and various
department at Kota for timely execution of order and complete
customer satisfaction. Kota office is also responsible for
booking of orders for all telecom product.
(1) DGM (Marketing) manager is over all in charge of Kota

office he is responsible for all the activities of Kota office;
however he is for order booking all telecom products.
(2) Branch co ordination engineers are responsible for co-
ordination with branches.
50
(3) Plant lording engineer are responsible for lording of

instrument of PPC OF PRODUCTION unit. Follow up
with various agencies for timely deposition of instrument.
(4) Rework & repair group is responsible for getting

instrument received from customer from servicing cell.
ACTIVITIES OF KOTA OFFICE
a) Submission of quotations & booking of order for all telecom

products.
b) Giving forecast of all telecom products.
c) To check technical feasible of the order received from
branches.
d) To load production unit.
e) To fellow up with various agencies for timely deposition of
instrument.
f) Arranging customer inspection and dispatch of instruction.
g) To keep Head quarter/Branches information the delivery
status of order.
h) To keep inventory minimum.
i) To arrange repair of faulty instrument received from
customers.
j) To get instrument reworked for which order is cancelled to
suit order requirement.
k) To keep Branches/Head quarter informed if any problem
faced in execution of order.
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1. BRANCH OFFICES
All the branch offices are having similar organization, as

nature of job is same.
1. Branch managers are over all in charge of the branch
office. They are totally responsible for the origination and
functioning of branch offices under their control.
2. Branch engineers are responsible for the order booking of
the group of product assigned to them. They are
responsible for realise ion payments. Giving forecast for
product range booked after by them.
3. Service technicians are responsible for attending the
complaints received from customer. Try to repair the
instrument at site itself. If not possible to repair at site then
bring the instrument to Kota for getting it repaired.
ACTIVITES OF BRANCH OFFICE
a) Submission of quotation after receipt of enquiry.

b) Follow up with customer.
c) Attending technical, commercial negotiations.
d) Acknowledgement of order received.
e) Pass on the order along with MDS/CDS to Kota office.
f) Follow up with Kota office for early delivery.
g) Getting any clarification asked by Kota office from
customer.
h) Collections of payment after supplies are made.
i) Sending MIS report to head quarter about quotation
submitted, order booked etc.
52
BUSINESS SEGMENTS
Control & Instrumentation
This is the main area in which IL operates. The company was set
up to meet the Control & Instrumentation requirement of
Process industries of India. The company dedicates itself to this
task with full sincerity to ensure rapid economic development of
the country based on timely commissioning of various projects
and satisfactory operation/ maintenance of already
commissioned projects at a high level of efficiency, availability
and plant utilization factor as far as the Control &
Instrumentation is concerned.
IL’s Process control market can be segmented in to Industrial

categories such as Power generation, especially Thermal Power
Plants, Mining & Metallurgy including Iron & Steel production,
Non-Ferrous metals like Aluminum and Copper / Zinc Smelter
& Refineries, Petrochemicals including Oil & Gas Production,
Chemicals including Pharmaceuticals & Water treatment plant,
Cement, Paper, Fertilizers etc.
53
IL has been a saga of success through hard work , vibrant ethos

and high level of team spirit. A strong turn-key capability has
been established through expertise in System design,
Engineering, software development, Manufacturing, Testing,
Installation, Commissioning and after sales service.
IL can take pride of having supplied Control & Instrumentation

Systems on turn-key basis to over 200 Thermal Power stations
in Power sector( almost all Electricity Boards & NTPC plants),
almost all Steel sector projects ( Bokaro, Bhilai, Rourkela,
Durgapur of SAIL, Nilanchal Ispat, Vizag Steel plants etc.), and
state of the art Digital Control system and other products to
Refineries, Oil & Gas, Petrochemicals and Chemical plants
( IOCL Barauni, Guwahati, Mathura, Haldia, Panipat, NRL,
BRPL, MRL, HPCL,BPCL, IPCL Vadodara / Nagothane,
ONGC Mumbai, GAIL etc.), IL has also entered in to areas like
Oil well Instrumentation, Marine Instrumentation etc. to
supplement Companies growth.
54
Telecommunication
IL has diversified its business in the area of telecommunication

to serve the Nation in more effective way. Information
technology and communication are being the most promising
area of business. IL therefore entered into technical tie-up with
Center for Development of Telemetric (C-DOT), a Telecom
Technology Center of Govt. of India for its switching products.
Instrumentation Limited has been pioneer in manufacturing and

servicing of Telecom switching equipment’s since 1988.
Beginning with 128P RAX (Rural Automatic Exchange)
catering to needs of Rural Areas, it has gradually evolved
through medium size exchanges (256P RAX, 512P SBM –
RAX) to current large size switches (Main Automatic Exchange-
XL) appropriate for Urban and Metro (Central Office)
Application.
Presently IL is one of the major suppliers of C-DOT Digital

switching systems in India and has supplied systems almost all
Telecom Circle of DOT. Exchanges supplied by us are working
satisfactorily at more than 300 locations. Supply statistics
stand at about one million lines and Turnover figure of Rs.
265 Crores
The present product range includes large size switches (MAX-

XL), Remote Switches (RSU and RLC) for 2 nd and 3rd level of
Remote Switching and IVRS, MAX-XL is a Stored Program
Controlled switch based on Time-Space-Time (TST) Switching
technology and caters to maximum 40,000 lines and 5,000
trunks having both PSTN and ISDN (Basic Rate and Primary
Rate applications). It can be used as integrated SSP (Service
Switching Point) for IN (Intelligent Network) services and can
cater to about 1,530 Access Network Subscribers on V5.2
55
Interface. Telecom Division boasts of nearly 200 highly skilled

and trained man powers. The Division encompasses advanced
PCB Assembly lines including conventional and SMT Assembly
facilities. The System Integration Center of the Division has
facilities for validation and testing of PSTN Lines, BRI and PRI
and CCS7 links. It also has in-house infrastructure for
production of mechanical hardware for its switching products.
IL has excellent facilities like fully equipped state-of-the-

art Repairing Center for repair of Multi-layer PCB Assemblies
comprising of EPLD and FPGA devices and 32 bit
Microprocessors for C-DOT Technology Switches. Its Service
Center has so far repaired more than 40,000 cards and is capable
of repairing 1,000 cards per month. Experts undertake at short
notice and at very competitive rates fault
repairing/commissioning of exchange.
We are carrying the assimilation of technology and development

of new range of Wire line Switching Products having enhanced
capacity of 1 Lacks lines and 16,000 trunk lines including 3,075
access network subscribes on V5.2 interface. The new switch
would have traffic capacity of 14,400 Erlangen, 8 Lacks BHCA
and with 128 Signaling links. When used as TAX (Trunk
Automatic Exchange) it will have capacity of 30,000 trunks.
The new product is expected to be brought in production by the
beginning of 2003.
56
Power electronics & energy devices
Being in Control & Instrumentation field for several years, it

was natural for IL to diversify in related areas of Power
Electronics. As a turn-key supplier of C&I system, IL used to
procure and supply UPS system, so efforts were made to enter
as manufacturer in this Area. After UPS production was
established, energy saving items like “Solar Dusk to Dawn
Switching System” (SDDS) was developed. Electronic Energy
meter is also developed and is under BS certification before
Commercial launch.
Instrumentation Limited is manufacturing Uninterrupted Power

Supply (UPS) systems for the last 15 years. UPS works are
ISO-9001 certified by the renowned certification agency DNV.
These UPS Systems are designed with IGBT in Pulse Width
Modulation (PWM) technique and Digital Control Technology
suitable for wise range of power requirement both for Single and
Three Phases. These are highly efficient, reliable, low acoustic
noise level with excellent economy in installation and operating
costs. The products find wide application from industries to
banks, hospitals, insurance sector, computer installations etc.
UPS systems manufactured by IL are classified in two
categories namely Mini UPS and CVCF UPS.
i) Mini UPS: These UPS incorporate IGBT based PWM
design for optimum efficiency for AC/DC conversion and
suitable for non-linear loads with built-in Electronic Current
Limiting features. These UPS are backed up by maintenance
free high quality batteries. The rated capacity available is from
1 KVA to 10 KVA for single phase requirement.
57
ii) Constant Voltage Constant Frequency (CVCF) UPS.

These UPS are available in wide range from 10 KVA to
600 KVA both for single phase and three phase
requirement. Use of IPM ensures higher reliability and
excellent performance. It guarantees high efficiency of the
order of 95% and above and an AC/AC overall conversion
efficiency of better than 89% thus rendering substantial
reduction in running costs. Being IPM based, UPS,
special circuits like commutation circuit are not required
and therefore, these UPS are compact and light weight and
have a low acoustic noise level. Use of floating battery
system caters for no interruptions or fluctuations when
commercial power supply fails. These UPS are stable
against abrupt variations in the load due to their Pulse
Width Modulation feature.
Company’s UPS products are approved by all major testing

houses and technical consultants like ETDC, Sameer, PDIL,
EIL, DCL, Design etc.
State-of-the-art manufacturing facility with dust control PCB

assembly and anti static precautions, skilled and qualified
professional, quality tests at all stages of manufacturing, full and
exhaustive testing facilities of all parameters ensures product of
best quality.
Components used are industrial grade, very good quality

connectors, push buttons, and wires are used and soldering is
done through wave soldering machine. UPS systems are
designed for tough Indian environmental conditions, after
considering problems being faced by users from other UPS
systems.
58
Sales, Service Centre and Dealer network are spread all over the
country, thus making it possible to supply & maintain UPS in
any part of India.
DGS&D rate contract: 1 & 2 KVA Online UPS with 20 Minutes

Battery back up are also available on DGS&D rate contract.
SPV DUSK DAWN SWITCHING SYSTEM (SDDS)
Solar Photo Voltaic Dusk Dawn switching System is an energy

saving device used for automatic operation of street lighting
system making proper use of power and increasing the life of
pole-lamps for an optimum period. The system is highly reliable
and efficient for years of flaw-less operation.
The operation is based on sensing the ambient light level which

actuates the relay to switch on the street light in the evening and
switch off in the morning. The sensor is hermetically sealed,
weather proof and maintenance free, thereby ensuring reliability
even in adverse atmospheric conditions. No separate operative
time settings for summer or winter are required due to use of
Solar Photo Voltaic Sensor. In built protection against Line to
Line, Line to Earth and Line to Neutral is provided. The SDDC
are available in different ratings from 30 Amperes per phase to
100 Amperes per phase depending upon load requirement.
59
RAILWAY SIGNALLING
IL has entered in the area of Railway Signaling in 1985 by
successfully executing a turnkey job for two wayside stations
in Kota Division of Western Railway. The job involved
design, engineering, manufacturing, and supply of material
for the provision of Panel interlocking system at these
stations. PI system provides for the failsafe operation of
Signals and point machines for the movement of trains. The
“Domino type” control-cum-indication panel, Relay racks,
Cable termination racks, Power supply panels etc required
for the system were for the first time manufactured.
Now Railway Signaling Systems is one of the major areas of
operation for IL.
Defence Products
The purpose of setting up of IL was to attain self-reliance in
C&I field for process industries. After contributing its share
towards this objective it was thought proper to utilize the
expertise gained in field of high tech electronics and
manufacturing facilities in other areas. It was decided to use the
expertise gained to help Defence forces in getting the equipment
indigenously. Keeping this in view a separate group was formed
to liaison with agencies like MOD, Ordnance factories etc to
find out the requirement which IL can design, develop,
manufacture and supply meeting the stringent Defence
specifications. IL has till now developed and supplied following
items to Defence establishments.
Non Conventional Business
60
IL after working several years in C&I of Process Industries,

Telecommunication, Power Electronic etc. has attained expertise
in various areas like Project Management, Installation, and
Commissioning of various types of instruments. Due to
exposure to high tech products of latest technology our technical
officials have acquired sound knowledge of latest development
in Electronics. Information technology, Computers and
computer based applications. In order to utilize this knowledge
and supplement the business, IL decided to venture into new
areas, which are not related to present business but available
expertise, resources and manpower could be utilized. Some of
these new areas in to which IL ventured are:
1. Photo Identity Cards: This area though not related to

normal business of company had following essential
requirement:
1. Project Management capability

2. Educated Manpower for deployment in remote areas.
3. Knowledge of computer and related application
software.
IL had all these available; therefore, it entered in big way when

Election commission of India made the PI card compulsory and
floated enquiries. IL was awarded job of PI cards in the State of
Uttar Pradesh and Andhra Pradesh. IL executed this job to the
satisfaction of Election Commission. Currently also IL is
executing the job for the Chhattisgarh.
2. Offshore/Marine Instrumentation
61
IL entered in to above areas to utilize its Project Management,

Installation and Commissioning capabilities to full extent and
supplement its business Growth. The main customer in this
category is ONGC. IL received the order for Off Shore
Instrumentation jobs from ONGC. IL has successfully
completed the jobs received earlier. IL has received further
orders from ONGC which are currently under execution.
New Products:
TOWER
This plant has all facilities for manufacturing of different Steel

Tower structures, specialized in the field of Telecom Tower
Structures & Power Distribution Structures duly Hot Dip
Galvanized.
IL is also undertake installation of towers & allied products,

cable trays & foundation bolts etc.
HUMIDIFICATION PLANTS
Where air is to be conditioned with primary consideration of

levels of Relative Humidity in department, Humidification
Plants are installed.
Apart from many others, following industries essentially require

these plants.
 Textile Industries (Blow Room, Preparatory, Spinning,

Post Spinning, Weaving)
 Tobacco
 Bakeries
 Fruit vegetable storage
 Breweries
62
The system is dependent on Evaporative Cooling. Air with low

R/H is passed through Spray Chamber having water at WBT
[Wet Bulb Temperature]. To control the system Fresh Air,
Return Air and Exhaust Air Dampers are provided. The
temperature in department always remains above WBT.
When the air quantity to be handled is in the range of 35,000

CMH to 75000 CMH only, SELF CONTAINED PACKAGE
TYPE HUMIDIFICATION PLANTS are recommended because
substantial Civil Work is avoided with the added advantage that
the PLANT can be shifted from one place to another.
We manufacture, design and erect Plants according to the

custom required needs. Depending upon the nature of need the
system is properly designed and the required components are
carefully selected. An over capacity designed system may
disrupt the work and a lower capacity designed system would
not fulfill the requirement.
VENTILATION PLANTS
Improper or poor ventilation results in low production and

hazardous working environment. Ventilation is desired for
certain Air Changes to remove the process foul smell & fumes,
occupancy sweat smell and also provide cooling. Mainly in the
following process areas proper and well-balanced ventilation is
indispensable:
 Chemical
 Pharmaceutical
 Paint & Varnishes
 Metal Finishing
 Casting
 Glass
63
 Forging
 Plastics
 Other big users of Ventilation Systems are - Power Sector,
Mines and Railways.
COOLING SYSTEMS
Cooling Systems are designed for human comfort. Under

evaporative cooling the air can be cooled down to wet bulb
temperature (WBT). In North India the ambient conditions reach
45°C or more, with % RH falling below 10%. With evaporative
cooling the room conditions can be brought down to 25°C and
55% RH which is best for Human Body and Working Range of
IT solutions offered by Instrumentation Limited
Instrumentation Limited is now offering a range IT solutions

and services as summarized below.
i) E-Tendering Services
In line with Government desire to implement e-tendering in

government departments and companies, IL is offering ready to
use portal based e-tendering services. The software addresses
the requirements of the tendering process as followed by
Government and Public Sector organizations and is fully
compliant with CVC, ADB, World Bank Guidelines for e-
Tendering.
IL has set up, and manages/ administers a dedicated electronic-

tendering portal, www.il-electronictender.com, for rendering
services in ASP-mode (Application Service Provider mode) to
various buyer-organizations
64
Salient features of e-tendering solution offered by IL are as

follows:
 Benefits in terms of Time, Cost & Reliability

 No Gestation period
 Security & transparency
 No Capital Expenditure is involved on Hardware or
software
 Very Low charges as a special scheme permits ‘Pay-as-
you-use’ basis and charges are not linked to value of the
tender
 Only e-Tendering product in the world listed in Microsoft
Windows Server - Catalog of Tested Products
ii) ERP software
IL is implementing ERP at Parichha TPS near Jhansi, REIL

Jaipur and is carrying out ERP implementation support at Kota
TPS and Suratgarh TPS in Rajasthan. IL has also partnered with
IFS Sweden; an acknowledged leader in component based
second generation ERP System and has assimilated the
technology by implementing several projects and extensive
training of its manpower.
iii) Solutions for Government Initiatives like Smart cards / Hand

Held terminals for Driving Licenses, Registration, e-Challans &
Electoral Photo Identity Cards
iv) RFID (Radio Frequency based Identification Devices) based

Asset management & Security software using Remote card
readers and associated software.
v) Supply & Installation of Hardware, Software & Networking

Equipments.
65
MARKETING STRATEGY
Marketing STRATEGY is a process that can allow an

organization to concentrate its limited resources on the
greatest opportunities to increase sales and achieve a
sustainable. Marketing strategy should be centered around
the key concept that customer satisfaction is the main goal.
A MARKETING STRATEGY is a written plan

which combines product development , promotion ,
distribution and pricing approach . Identifies the firm’s
marketing goals and explain how they will be achieved with
in a stated time frame marketing strategy determines the
choice of the target market segment , positioning , marketing
mix and allocation of resources . It is most effective when
it is an integral component of firm strategy defining how
the organization will successfully engage customer prospects
arena.
66
MARKETING STRATEGY OF IL
MAREKETING ORGANISATION
Marketing Origination consists of head office at Bombay & wide

network of regional & branch offices at following places.
Calcutta , Delhi , Chennai , Bombay , Durgapur , Guahati , Pune ,
Vadodra , Visakhapatnam , Ahmadabad , Secundrabad . Orders
are booked by their offices &supplies are made from factory.
MARKETING ORGANISATION OF SUPPLIERS FOR EQUIPMENT

OTHER THAN PROCESS CONTROL INSTRUMENTATION
Other suppliers in this category also follow the same line i.e.
maximum officers for concentrating on follow up with
individual customer & order booking.
There are very large numbers of suppliers in this category vary

from very big one like M/s L&T to very small one like M/s RTPL.
67
Most of the suppliers are ready in market for other unrelated

&related products with their network of sales services offices
which they utilize for this product range also.
Marketing Strategy: This differs from supplier to supplier. Big

ones like M/s L&T, M/s Ind. Chem. Etc. are trying to cover all
over India, while some ones like M/s Kalindi, M/s RPTL are
concentrating one or two areas for effective marketing.
Rule of the game for this type of product is low price, fast
delivery & efficient after sales services. To achieve this, many
companies like M/s L&T are using to fullest extent their large
network of stockiest. Dealers, service centre, which already
exists for other proud range.
Most of the companies are setting up more & more sales offices
for regular contacts are following up with potential customers.
Some suppliers of EPABX like M/s L&T & M/s Uptron are trying
to attract customer by supplying complete system i.e., both
exchange & telephone of their own make with package or
erection commissioning.
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MARKETING STRATEGY OF ORTHER COMPANIES HAVING

SIMILAR PRODUCTS
INTRODUCTION: it has already been seen that product range of

M/s instrumentation Ltd. Is very wide and services offered are
right from conception to erection and, commissioning, M/s
instrument Ltd. The leader in the process control field other
companies are trying to catch up with M/s instrument Ltd. and
is having almost similar organization.
One more point is to be taken into account is that there is

no other company in the market which product range is as wide
as of M/s Instrument Ltd. There are only two/three other
companies which have got the capability of system design to
erection and commissioning.
We will categorize the companies competing with M/s

Instrumentation Ltd. in two groups.
69
a) Companies which are offering full services i.e., right from

system design to supply and erection and commissioning.
b) Companies only marketing single or group of products.
1. MARETING ORGANISATION OF M/S BELLS CONTROL
M/s bells control is having registered office at Calcutta. It has

two manufacturing units one at Calcutta and other at Mysore. It
manufactures instruments in collaboration with M/s fox Boro,
M/s fax Boro is having 25% stake in equity of company.
PRODUCT RANGE
M/s bells control manufactures pneumatic instruments and

gauges at its Calcutta factory. Electronic Instruments and DIDC
systems are being manufactured at its Mysore factory.
Marketing Strategy
Marketing Strategy of M/s bells controls is similar to M/s

Instrumentation Ltd. M/s Bells control has segmented market
industry wise. its project division cotters to the needs of
Thermal Power Plants & steel Industries .While other industries
are served by branch offices &Regional offices.
70
2. MARKETING ORGANISATION OF M/S UPTRON
M/s Uptron is having its head office at Lucknow .Is mainly an

electronic company, which manufactures variety of consumer &
Industries electronics items. Recently it has entered in process
control Instrument market. It also manufactures EPABX & giving
good Competition. However, its product ranges are very limited
& to complete system to get instruments from other suppliers.
PRODUCT RANGE
This comprises of consumer electronics item like television,

personal computer, Industrial. Electronics Item like EPABX,
process control Instruments like PLC. Data exquisite system,
temperature scanner etc.
MAREKETING STRATEGY
Marketing Strategy of M/s Uptron is similar to that being

followed by M/s Instrument Ltd., Project decision cotters to the
need to project requirement from chemical, petrochemical,
steel, Thermal and other Industries, while marketing group
does the retail selling.
71
We have seen the marketing set up of two

organizations namely M/s Bells control and M/s Uptron.
Marketing set up of other suppliers in this category i.e.
supplying company is almost similar to these.
3. MARKETING ORGANIZATION OF M/S ROSE MOUNT INDIA

LTD.
M/s Rose mount India comes under 2 nd Category of suppliers

i.e. which supplies few product. This company is Indian
subsidiary of M/s Rose mount USA. Its registered office is at
Bombay.
PRODUCT RANGE
A main product of M/s Rose Mount is Electronic pressure level

flow & D.P Transmitter. It also supplies pollution monitoring
equipment, whole range of equipments required for chemical
and oil industries are also marketed by it.
MAREKETING STRATEGY
M/s Rose Mount can supply few instruments which do not

complete the system, in order it emphasizes on low price &
quick delivery.
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SWOT ANALYSIS OF THE COMPANY
STREIGNTH WEAKNESS
1. Lack of training & development
1. Wide range of products.
Program.
2. Strong market position.
2. No prompt service after sales of
3. Monopoly in some product.
Product.
4. Experienced employee &
3. No incentive to boost up market
Engineers.
Sales.
5. Good image in market.
4. Lack of promotion.
5. Lack of customer oriented
Approach.
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OPPORTUNITY THERTS
1. No seminars.
1. Large order in different field.
2. No advertisement of the product.
2. Ready to face the new
3. Lac of distribution channels.
Challenges.
3. Adopted the new technology.
4. Attract the customers.
Bibliography
In the case of Bibliography I take the Data Basically from
three resources.
 Books Referred
MARKETING MANAGEMENT – PHILIP KOTLER
 Reports
Annual Report of “ I L , KOTA”
74
 Web sites and Internets

 www.google.com
 www.ilkota.in
 www.ilpgt.com
 www.ilprod.com
REFERENCES
Mr. P K Vashistha - Sr. Manager (Marketing )
Mr. O P Sharma - D G M (Marketing)
Mr. R P Singh - D G M (Export)
Mr. Arvind Bajaj - D G M (Purchase)
CONCLUSION
In my practical training session, I learnt there the

implementation of the critical knowledge, what I can’t gain in
our college. I learnt how the various departments in an industry
coordinate with each other from production till quality
assurance. Thus in an industry complete team work is required,
as unity is strength.
75
At the end I would like to thank my co- workers and

teachers who helped me in preparing this meaningful report. I
hope this report will be successful to make others understand
about the various marketing strategy.
So finally, I can conclude that training at

INSTRUMENTATION LIMITED, KOTA was an achievable
experience.
76

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NIMT B.

An ISO 9002 Certified company

INSTRUMENTATION LIMITED KOTA

4. Organization Structure & Set up

5. Board of Directors & Committee of Management

7. Objective of the Company

10. Major Customer

11. Product Range

12. Marketing strategy Definition

13. Marketing Strategy of IL

14. Compare Marketing Strategy with other Companies

15. SWOT Analysis

Realizing that the practical experiences an academic for all

It is my proud privilege to express my profound debt of

Last but not the least I would like to thanks my

NEED FOR SETTING UP INSTRUMENTATION LTD.

Instrumentation limited is a Govt. of India Enterprise set up

Instrumentation limited is headquartered at Kota

With over 35 years of experience & a dedicated workforce ,

manufacturing , installation ,final commissioning to after

IL, after establishing itself as an undisputed leader, has

Instrumentation for Esfahan Steel Plant, Iran & when M/S

In addition, a major breakthrough has been made in

Business Acquisition Group Procurement Manufacturing Facilities

Projects Customer Marketing

Exports Regional & Branch Subsidiary

ORGANISATION SET UP OF INSTRUMENTATION

The Instrumentation Limited is headed by a Chairman Cum

The four Units are as follows:-

The Registered Office of the Company is at Kota. The

A brief introduction of each Unit is as follows:-

Kota Unit is biggest of all the Units of Instrumentation Ltd.

PRODUCT RANGE OF KOTA UNIT

Kota Unit had been producting since 1964 with Russian

1. C-Dot Technology based Electronic Exchange

3. Electronic Controllers Recorders, Indicators

4. Electronic Computing Bins & Mini Cards

5. Micro Processor Based Records

7. Railway Signaling System

8. Digital Electronic Exchange

10. Pneumatic Transmitters

11. Pneumatic Recorders, Controllers, Indicators

12. Special Products for Defence

13. Special Product for Dae

14. Control Panels.

This Unit is also a Production Unit and is located in Kerala State.

This Unit manufactures Min Control Valve and Allied items in

Now, almost all types of valve are indigenized. It has

Following Products are manufactured by Palakkad Unit :-

1. Control Valves (Cage, Butterfly, Globe),

2. Flow Elements (Orifice Plates etc.)

3. Value Actuators & Positioners,

3. P-DDC UNIT (COMMERCIAL UNIT)

The unit headquarter of this Unit is located at Kota. General

1. Thermal Power Plant

It also has a spare Cell which Cater to the requirement of spare

The activities of Commercial Unit spread all over country. It has

1. Lucknow Region : Central Zone

2. Kolkata Region : East Zone

3. North Region : North Zone

4. Bhilai Region : Bhilai Zone

5. Secunderabad : South Zone