KEERTHANA PJ

XII

PROJECT-1

PRINCIPLES OF
MANAGEMENT
AUTHORITY AND RESPONSIBILITY
The issue of commands followed by responsibility for their
consequences. Authority means the right of a superior to give
enhance order to his subordinates; responsibility means obligation
for performance. This principle suggests that there must be parity
between authority and responsibility. They are co-existent and go
together, and are two sides of the same coin. and the authority must
be commensurate with responsibility

DIVISION OF WORK

The specialization of the workforce according to the skills of a person , creating

specific personal and professional development within the labour force and therefore
increasing productivity; leads to specialization which increases the efficiency of
labour. By separating a small part of work, the workers speed and accuracy in its
performance increases

DISCIPLINE
Discipline refers to obedience, proper conduct in relation to others,
respect of authority, etc. It is essential for the smooth functioning of
all organizations. This will also help shape the culture inside the
organization.

UNITY OF COMMAND

This principle states that every subordinate should receive orders

and be accountable to one and only one superior. If an employee
receives orders from more than one superior, it is likely to create
confusion and conflict . Unity of Command also makes it easier to
fix responsibility for mistakes and the authority should be
commensurate with responsibility

UNITY OF DIRECTION

All those working in the same line of activity must understand

and pursue the same objectives. All related activities should be
put under one group, there should be one plan of action for them,
and they should be under the control of one manager. It seeks to
ensure unity of action, focusing of efforts and coordination of

SUBORDINATION OF INDIVIDUAL
INTEREST
The management must put aside personal considerations and put
company objectives first. Therefore the interests of goals of the
organization must prevail over the personal interests of individuals.

REMUNERATION

Workers must be paid sufficiently as this is a chief motivation of

employees and therefore greatly influences productivity. The
quantum and methods of remuneration payable should be fair,
reasonable and rewarding of effort.

THE DEGREE OF
CENTRALIZATION
The amount of power wielded with the central management
depends on company size. Centralization implies the
concentration of decision making authority at the top

SCALAR CHAIN
Scalar Chain refers to the chain of superiors ranging from top
management to the lowest rank. The principle suggests that there
should be a clear line of authority from top to bottom linking all
managers at all levels.. It involves a concept called a "gang plank"
using which a subordinate may contact a superior or his superior in
case of an emergency, defying the hierarchy of

ORDER

Social order ensures the fluid operation of a company through

authoritative procedure. Material order ensures safety and
efficiency in the workplace. Order should be acceptable and
under the rules of the company

EQUITY
Employees must be treated kindly, and justice must be enacted
to ensure a just workplace. Managers should be fair and
impartial when dealing with employees, giving equal attention

STABILITY OF TENURE OF
PERSONNEL
The period of service should not be too short and employees should
not be moved from positions frequently. An employee cannot render
useful service if he is removed before he becomes accustomed to the
work assigned to him.
Using the initiative of employees can add strength and new ideas
to an organization. Initiative on the part of employees is a source of
strength for organization because it provides new and better ideas.
Employees are likely to take greater interest in the functioning of
the organization.

INITIATIVE

ESPRIT DE CORPS
This refers to the need of managers to ensure and develop
morale in the workplace; individually and communally. Team
spirit helps develop an atmosphere of mutual trust and
understanding.

KOTAK MAHINDRA BANK

Kotak Mahindra Bank is the fourth largest Indian private sector bank
by market capitalization, headquartered in Mumbai, Maharashtra.
The Banks registered office (headquarter) is located at 27BKC,
Bandra Karla Complex, Bandra East, Mumbai, Maharashtra, India.
In February 2003, Kotak Mahindra Finance Ltd, the group's flagship
company was given the license to carry on banking business by the
Reserve Bank of India (RBI). Kotak Mahindra Finance Ltd. is the first
company in the Indian banking history to convert to a bank.
As on Sept 30, 2014, Kotak Mahindra Bank has over 641 branches
and over 1,159 ATMs spread across 363 locations in the country.
Kotak Mahindra group, established in 1985 by Uday Kotak, is
one of Indias leading financial services conglomerates. In
February 2003, Kotak Mahindra Finance Ltd. (KMFL), the
Groups flagship company, received a banking license from the
Reserve Bank of India (RBI). With this, KMFL became the first
non-banking finance company in India to be converted into a
bank Kotak Mahindra Bank Limited (KMBL).

In a study by Brand Finance Banking 500, published in February 2014

by the Banker magazine (from The Financial Times Stable), KMBL
was ranked 245th among the worlds top 500 banks with brand
valuation of around half a billion dollars ($481 million) and brand
rating of AA+. KMBL is also ranked among the top 5 Best Ranked
Companies for Corporate Governance in IR Global Ranking.[4]

PRINCIPLES OF MANAGEMENT USED

BY KOTAK MAHINDRA
Division of work
At Kotak Mahindra bank there are different people employed for this
purpose. There are different employees for accepting cash deposits,
clearing cheques, granting loan etc., each employee is guided by the
branch operation manager, branch manager or by the next senior
person to that employee.

Authority and responsibility

At Kotak Mahindra Bank there are 2 verticals to follow this
principle. The first one is the imputer and the second is the
authorizer. The imputer enters the details of each and every
transaction and the authorizer simultaneously checks and
verifies the transaction. Both the imputer and the authorizer

Discipline
At Kotak Mahindra Bank there is a very strict discipline check. The
Branch Operations Manager checks the disciplinary level of all the
employees in the branch and also checks that the employees are
working systematically. The BOM also motivates the employees.

Unity of Command
At Kotak Mahindra Bank on a macro and micro level again there
are two departments. The first one is the sales department and the
other is the operation department. Each of these departments has
got 8-10 team members and a head to whom all the members will
have to report about the activities carried by each of them. The
Branch Sales Manager and The Branch Operations Manager both
will report about the activities carried out by their departments to
the Branch Manager. And the Branch Manager will report to the

Unity of Direction
At Kotak Mahindra Bank the main aim of the employees of the bank
is to satisfy the needs of its customers .For this purpose the bank
has prepared different types of policies, accounts and directs all the
efforts of their employee towards the achievement of the
organizational goal as well as towards the achievement of customer
satisfaction.

Remuneration

At Kotak Mahindra Bank the salary paid to the

employees are paid according to the Minimum Wage
Act of Government, by comparing the salary given to
other employees working at same post. The bank also
compares the performance of the employees to
determine their salary.

Principle of order
At Kotak Mahindra Bank the bank has developed a system known as
OUTLOOK. It helps the employees to know about the other
employees of the organization. An employee will also know about
the contact details of another employee, and can also know about
the employees working under that employee. Every asset of the
organization has got a proper place in the bank and every employee
has fixed place in the bank.

Principle of equity
At Kotak Mahindra Bank every employee are equally treated.
There is no gender bias between any employees. The rules that
are applicable to a male employee are also applicable on female
employees as well. The bank grants leaves to the employees
without any gender bias, the bank have the same leave policy for

Stability of tenure
At Kotak Mahindra Bank the employees are assessed on a monthly
basis. The manager after proper assessment warns the employees
whose performance is low and gives them a chance to improve their
performance. But if the performance is not improving than the
employees are sent for training known as Performance Improvement
Plan (PIP).
There are certain levels fixed for termination of an employee by the
manager as well as the Human Resource Department of the
company.

Principle of initiative
At Kotak Mahindra Bank in every quarter there is a meeting held by
the state head and managers in which employees are invited to
give their suggestions. In this meeting the management discusses
about the goals of the bank to be achieved and new plans and rules
that are to be implemented. The employees are invited to give their
suggestions about the existing policies and the new policies that

Espirit de corps
Kotak Mahindra Bank is working on this principle only. The
employees of the bank work in a team and contribute all their
efforts towards the achievement of organizational goal. An
employee in the training process is given training to work as a team
and develop a feeling of belongingness towards the organization.

PROJECT-2

MARKETING
MANAGEMENT

What is MARKETING?
The term Marketing is defined as a social and managerial process by
which individuals and groups obtain what they need and want through
creating, offering and exchanging products of value with others is known
as Marketing.
Marketing is the methodology of communicating the value of a
product or service to customers, for the purpose of selling that
product or service.
Marketing techniques include choosing target markets through market
analysis and market segmentation, as well as understanding
consumer behavior and advertising a product's value to the customer.
From a societal point of view, marketing is the link between a society's
material requirements and its economic patterns of response.
Marketing satisfies these needs and wants through exchange
processes and building long-term relationships. Marketing blends art
and applied science (such as behavioral sciences) and makes use of
information technology.

Marketing Mix
The marketing mix is a business tool used in marketing and by
marketers. The marketing mix is often crucial when determining a
product or brand's offer, and is often associated with the four P's:
price, product, promotion, and place.

TOOLS OF MARKETING
MIX
Product
A product is seen as an item that satisfies what a consumer demands.
It is a tangible good or an intangible service. Tangible products are
those that have an independent physical existence.

Price
The amount a customer pays for the product. The price is very
important as it determines the company's profit and hence, survival.
Adjusting the price has a profound impact on the marketing strategy,
often it will affect the demand and sales as well.

Promotion

All of the methods of communication that a marketer may use to

provide information to different parties about the product.
Promotion comprises elements such as: advertising, public
relations, personal selling and sales promotion.

Place

Refers to providing the product at a place which is convenient for

consumers to access.

MY PRODUCT
FRESHNESS TALC

PRODUCT PORTFOLIO
Product name: Freshness Talc
Type of product: Cosmetic
Price of Product: 40/Established year: 2014
Created by: Keerthana group of
companies pvt ltd
Investment: 4.5 crores

LOGO

Features of Freshness Talc

Freshness Talc is the first-of-its kind talcum powder in the form of a
spray. It is attractive, easy to use and very light on your pocket.

TAGLINE
FRESHNESS TALC ------- SRAY THE TALC OF FRESHNESS

Awakens the skin

Lightens the skin
Acts as a deodorant
Organically created
Pleasant fragrance

Ingredients
Pudina, common thyme, lavender ,evening primrose, chamomile,
rose, hydrated silica, calcium carbonate, camphor, menthol, water.

Cost
Freshness Talc is priced at Rs 40/- including the cost and profit . It can
be afforded by all classes of people.

PROMOTION

Freshness talc was first advertised on TV , newspaper and fashion

magazines .The product was also promoted by our marketing team by
adopting the method of personal selling. The consumers were given a
sample of freshness talc and it received a great response due to the
unique feature of spraying. A page was created on Facebook and Twitter
to know the feedback of customers so that the product can be improved.

COMPETITORS
Cinthol
Started in 1952, Cinthol was Indias first deodorant and complexion
soap brand. Since the beginning, Cinthol has been evoking confidence
and
freshness
in its
users.
It
has
introduced
a completely
new range of soaps, talcs, deos
and shower gels, in novel variants with striking colourful
packaging. Its a brand that todays youth can relate to; one
thats inspiring, courageous and simply awesome.

Ponds

Pond's is a brand that has been carefully nurtured by HUL. Till

1980'sPond's were a household name in talcum powders. Ponds
have a market share of around 65% in the 600 crore Indian
talcum powder market.

Mysore sandal
Mysore sandal is a brand of power manufactured by the Karnataka
Soaps and Detergents Limited (KSDL), a company owned by the
Government of Karnataka in India. This soap has been manufactured
since 1916 when Nalvadi Krishna raja Wodeyar, the king of Mysore
set up the Government Soap Factory in Bangalore. The main
motivation for setting up the factory was the excessive sandalwood
reserves that the Mysore Kingdom had which could not be exported
to Europe because of the First World War.

Yardley of London

The company is named after William Yardley,

he company became Yardley &
Statham in 1841 when Charles
Yardley, the son of William, took on
William Statham as a partner in the
business. At the time, the business
sold perfumes, soaps, powders, hair
pomades and other toiletries.

Emami
Emami launched Navratna Cool Talc in 2006, the first brand
extension of its flagship brand Navratna Oil, which is the market
leader in Cool
Navratna
Cool Oil
Talccategory.
truly brings the much-required cool and icy
sensation in the scorching summers.

CONCLUSION

e Freshness Talc has created a wave in the market. The sales is around 5 crores .
mpany is also planning to introduce different varieties of Freshness Talc as the co
ve accepted the product due to its innovation. We have plans of exporting our pr
well. Freshness Talc has given a strong competition to all the competitors in Indi