SUMMER INTERNSHIP PROJECT

REPORT
ON

MARKETING MANAGEMENT
AT

MICROCHEM LAB

Submitted in partial fulfilment of the requirement for award

of BBA Degree
Submitted by
Abhinav singh
BBA
(2017-2020)
17152
Under The Guidance Of

1
 EXECUTIVE SUMMARY
MICROCHEM GROUP
(MICRO HYDROCHEM PVT LTD/ MICROCHEM LAB)

The Organization Study was conducted at MICROCHEM GROUP,

Okhla, New Delhi-110020
The Objective of study is
 To Study The Organization Structure.
 To Study about the Structure and Function of Various
departments.
To study how the management control various department for the
attainment of the organization objectives.

MICROCHEM started in 2001 is manufacturing and marketing a

comprehensive range of engineered & highly specialized most
economical products for water, process & fuel application, which
helps the customers to reduce down their operating cost and boost
up productivity by reducing water & energy usage.

2
 TABLE OF CONTENT
S. NO TOPIC REMARKS
1 INTRODUCTION ~
2 INDUSTRIAL PROFILE ~
3 COMPANY PROFILE ~
4 RESEARCH METHODOLOGY
5 CONCEPTUAL DISCUSSION
6 ANALYSIS AND FINDINGS
7 CONCLUSION
8 SUGGESTION
9 BIBILOGRAPHY

3
 ACKNOWLEDGEMENT
This internship report has been prepared and submitted to meet the partial
requirement of BBA program under the elective course of the related area
designed by the faculty members of the management, of the Terii collage
kurukshetra. It is indeed challenging to prepare internship report for the first
time. Firstly, I want to thank Mr. Jitender kumar / Mrs. Madhuri devi the head
of company allow me to do internship in his company. Only with the help of
him I can do my internship program and secondly, I want to thank to Mr. B.B.
Das supervisor of the finance department who always help me get information
and help me to do all the work in which I am not familiar and provide me the
information which is needed for my report, and also to my faculty members
and my friend who give me the direction to do the project.
I chose Microchem Group for the project work study and the subject matter of
the study is ‘Finance Management’ so it deals with the finance of the company.
And to be the familiar with the business sector. This is great opportunity for
me to know something about the business and businesses sector their
competition and the things related with business.
Preparing this report is a challenging for me and this can’t be possible without
the help of the company and the people or member of the company
MICROCHEM GROUP.

THANK YOU!

Abhinav Singh
BBA 5TH SEMESTER
17152
TERII COLLAGE

4
CHAPTER-I
Introduction:
Marketing management is the organizational discipline which focuses on the
practical application of marketing orientation, techniques and methods inside
enterprises and organizations and on the management of a firm's marketing
resources and activities.
The action or business of promoting and selling products or services, including
market research and advertising.
The marketing orientation is perhaps the most common orientation used in
contemporary marketing. It is a customer-centric approach that involves a firm
basing its marketing program around products that suit new consumer tastes. Firms
adopting a marketing orientation typically engage in extensive market research to
gauge consumer desires, use R&D to develop a product attuned to the revealed
information, and then utilize promotion techniques to ensure consumers are aware of
the product's existence and the benefits it can deliver. Scales designed to measure a
firm's overall market orientation have been developed and found to be relatively
robust in a variety of contexts.
The 'marketing concept' proposes that in order to complete the organizational
objectives, an organization should anticipate the needs and wants of potential
consumers and satisfy them more effectively than its competitors. This concept
originated from Adam Smith's book The Wealth of Nations, but would not become
widely used until nearly 200 years later. Marketing and Marketing Concepts are
directly related.
Given the centrality of customer needs and wants in marketing, a rich understanding
of these concepts is essential:
Needs: Something necessary for people to live a healthy, stable and safe life.
When needs remain unfulfilled, there is a clear adverse outcome: a
dysfunction or death. Needs can be objective and physical, such as the need
for food, water, and shelter; or subjective and psychological, such as the need
to belong to a family or social group and the need for self-esteem.
Wants: Something that is desired, wished for or aspired to. Wants are not
essential for basic survival and are often shaped by culture or peer-groups.
Demands: When needs and wants are backed by the ability to pay, they have
the potential to become economic demands.
Marketing research, conducted for the purpose of new product
development or product improvement, is often concerned with identifying
the consumer's unmet needs. Customer needs are central to market
segmentation which is concerned with dividing markets into distinct
groups of buyers on the basis of "distinct needs, characteristics, or
behaviors who might require separate products or marketing
mixes." ] Needs-based segmentation (also known as benefit
segmentation) "places the customers' desires at the forefront of how a
company designs and markets products or services." Although needs-
based segmentation is difficult to do in practice, it has been proved to be

5
 one of the most effective ways to segment a market. In addition, a great
deal of advertising and promotion is designed to show how a given
product's benefits meet the customer's needs, wants or expectations in a
unique way.
Marketing is defined by the American Marketing Association as "the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large". The
term developed from the original meaning which referred literally to going to market
with goods for sale. From a sales process engineering perspective, marketing is "a
set of processes that are interconnected and interdependent with other functions" of
a business aimed at achieving customer interest and satisfaction".
Philip Kotler defines marketing as "Satisfying needs and wants through an exchange
process".
The Chartered Institute of Marketing defines marketing as "the management process
responsible for identifying, anticipating and satisfying customer requirements
profitably". A similar concept is the value-based marketing which states the role of
marketing to contribute to increasing shareholder value. In this context, marketing
can be defined as "the management process that seeks to maximize returns to
shareholders by developing relationships with valued customers and creating a
competitive advantage".
Marketing practice tended to be seen as a creative industry in the past, which
included advertising, distribution and selling. However, because the academic study
of marketing makes extensive use of social
sciences, psychology, sociology, mathematics, economics, anthropology and neuros
cience, the profession is now widely recognized as a science, allowing numerous
universities to offer Master-of-Science (MSc) programs.
The process of marketing is that of bringing a product to market, which includes
these steps: broad market research; market targeting and market segmentation;
determining distribution, pricing and promotion strategies; developing a
communications strategy; budgeting; and visioning long-term market development
goals. Many parts of the marketing process (e.g. product design, art director, brand
management, advertising, copywriting etc.) involve use of the creative arts

6
CHAPTER-II
Industrial profile
Industry profiles are in-depth documents that give insight into an industry, where it
came from, and where it appears to be going. A typical report looks at the industry
leaders, forces affecting the industry and financial data for the industry.
History

An industry report contains the history and evolution of a given industry, such as
textiles, lumber and steel.
Use

People use an industry profile to learn about an industry or to see what experts say
about the future of an industry, including trends and opportunities .
Technology

Also included in an industry profile is information on the current technology that's in

use in an industry, along with recent advances and past technology that is out of
date.
Participants

The participants in an industry are also listed, along with their particular profiles.
Some industry profiles take a broader view, looking at the entire consumer sector, for
example; others focus on an industry in a particular country.
Outlook

Lastly--and this is what many companies are concerned with--an industry profile will
crunch the numbers, examining data to provide an outlook on the industry's future.

7
CHAPTER-III
Company profile:
Due to rapid industrialization and population growth the demand for water has been
increased sharply but the availability of desired quality of water for diverse uses becoming
scare. Thus, it has been a difficult challenge to conserve water by maximum recycling and
thereby treating.

INTRODUCTION
MICROCHEM started in 2001 is manufacturing and marketing a comprehensive range of
engineered & highly specialized most economical products for water, process & fuel
application, which helps the customers to reduce down their operating cost and boost up
productivity by reducing water & energy usage.

QUALITY & ECONOMY

MICROCHEM continuously strives to upgrade the quality of its products by providing
superior products in its category to the customer. MICROCHEM continuously striving for
synergy between the quality, Economy, safety and environment objective thereby creates a
healthy corporate culture. Material safety data sheet (MSDS)/ Test report provided along
with each supply.

RESEARCH & DEVELOPMENT

MICROCHEM has its own modern in-house R&D facility and the team of qualified &
experienced research engineers, dedicated towards constantly developing newer products
standard coming at par form the international horizon. Our R&D department will provide
quarterly water/fuel bulletin on latest topics & problems to our valued customers.

SERVICES
MICROCHEM has professional expatriation i.e. plant survey, product recommendation,
consistent system monitoring, treatment review, trouble- sorting, and operators training
and implementing multi-disciplined high-performance products for RO process, heating,
cooling, waste water, sanitation and fuel application for highest degree of customer
satisfaction.

OVERVIEW
MICROCHEM started in the year 2001, in the span of 16-17 years it has become a
dependable supplier of more that 2500+ client across the country through around 1500+
OEM’S and which speaks of our competence, customer confidence and competitiveness.

8
MODE OF PAYMENT
All The form of electronic & plastic money id accepted by the company.

 NEFT
 RTGS
 Bank Challan
 Cash Payment
 Smart Card
 Cheque
 Credit card
 Debit Card
We Accept only cash payment of rupees 2 lac. That come under the rules and norms by
income tax department.

QUALITY MARK

Home

9
 Online Platform for sales
 https://www.indiamart.com/microhydrochem/
 https://www.tradeindia.com/seller-3373504-
MicroHydrochem-ltd-/
 https://www.zaubacorp.com/…/MicroHydrochem-
Private-Limited/U24117DL20…
 www.wordofchemicals.com/company/micro-
hydrochem-ltd/18989.html
 https://www.mapsofindia.com/whitepages/water-
product-and -services/...

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  PRODUCTS OF THE COMPANY
1. REVERSE OSMOSIS ADDITIVE

RO system if not treated properly cause several problems like inorganic, organic
colloidal and bio fouling, resulting in reduced permeate flow, increased pressure
differential or increased permeate conductivity frequent membrane cleaning
ultimately premature membrane failure. Scaling elements like carbonates, sulphates,
silicates, iron, fluoride and aluminium reduces the permeability of RO membranes
and hinders the product water flow. Microfloc premium RO Additives are highly
effective Bio-dispersant for high SDI, BOD & COD feed water application.

Products Application Specification Remarks

RO-511 Mem Cleaner(Alkaline) Organic/Colloidal/Biofouling 1-2 Kg / module

cleaner

RO-512 Mem Cleaner(Acidic) Inorganics/Iron/Silica/SO4 1-2 Kg / module

cleaner

RO-513 Bio Cleaner Non oxidizing Cleaner 1-2 Kg / module

RO-514 Antiscalant (Low pH) Raw water application LSI + 2.6

RO-515 Antiscalant (High pH) Potable water application LSI + 2.4

RO-516 Dispersant Brackish water treatment LSI + 2.8

RO-517 Bio-dispersant Recycling water application LSI + 3.2

11
RO-518 Anti- Caking agent MEE Antiscalant LSI + 3.5

RO-519 Antifoulant / Biocide Isothiazoline (Non oxidizing) 1-2 ppm

2. DESCALING/ CLEANING PRACTISE

Descaling/ chemical cleaning is more effective for the removal of inorganic and
organic foul ants from process lines, equipment’s, surface etc. Cleaning should
be a combination of three elements i.e. solvents (acid, alkali, surfactant), fluid
velocity (stirring, spaying, agitation, air rumbling and steam addition etc.) Heat
(hot water or hot surface). Cleaning is divided into two categories: pre
operational cleaning and routine maintenance cleaning. A complete
Descaling/Cleaning practice should consist of safe and uniform cleaning of
deposit (scaling/rust) from the heat transfer surfaces without metal corrosion
during cleaning procedure. Descaling program includes scale softening, uniform
& fast cleaning followed by proper passivation.

Products Application Specification

DC-611 Descaling chemical Ferrous metallurgy

DC-612 Descaling chemical Non ferrous alloy

DC-613 Specialty descalant Silicates/Sulphate scale

DC-614 Scale Softner Fluorine compound

12
 DC-615 Passivator Alkaline phosphate

DC-616 Alkaline descalant / Alkali boilout KOH, alkaline phosphate

DC- 617 AHU/Radiator fins cleaner Silicates & fluorine

DC- 618 (I) (II) Acid Inhibitor Sulphonated quats

3. BOILER WATER TREATMENT

The treatment of water for steam generation is one of the most significant branches
of water chemistry. Industries use steam, either in the process is energy intensive
and costly, therefore efficient production and utilization of steam is a prerequisite to
keep overall cost of production down. Strategy for the boiler water treatment should
be to use the boiler that operates with the highest efficiency for the longest possible
time. Boiler water should be treated properly to prevent pitting / corrosion, scaling
and carryover even hot blast of tubes. Using some of the specific result oriented
chemicals can prevent these problems to facilitate fast, safe & reliable steam
generation.

Products Application Specification

BW-711 Antiscalant Soft water

BW-712 Scale/ Corrosion inhibitor RO Water

13
 BW-713 Sludge Conditioner Regular

BW-714 pH Booster / Alkalinity builder Inorganic & organic base

BW-715 Dispersant Anionic Polymer

BW-716 Oxygen Scavenger Sulphite, Erythrobic acid

BW-717 Oxygen Scavenger Hydrazine

BW-718 Organic pH Booster Silica & Iron Sequestor

BW-719 Vapour Corrosion Inhibitor Amines

BW-720 Polyamine Cyclohexyl Amine

BW-721 Defoamer Castor Base

BW-722 Multipurpose Treatment Small Boilers

4. FUEL ADDITIVE/FIRESIDE

Fuel additives/Fireside is designed keeping in mind typical fuel oil related problems
and overall improvement in fuel economy. Use of Micro Hydrochem fuel additives
ensures atomization, reduction in oil sludge, prevention of corrosion in oil storage
tank, pipelines and an adjective of cleaner environment. Microfloc fuel additives also
help to improve overall combustion efficiency by reduction in soot and clinker

14
formation as well as stack temperature. Fireside chemicals contain silicate as well as
potassium compound based combustion catalyst, slag modifiers, corrosion inhibitors
and dust suppressants that help overall combustion resulting in better Boilers,
Furnace or DG system performance.

Products Application Specification

BW-725 Boiler Fire Side Chemical Silicate

BW-726 Boiler Fire Side Chemical Potassium Catalyzed

BW-727 Fuel Additives Organo Silicon

BW-728 Fuel Additives EHN

5. COOLING WATER TREATMENT

The Primary objective of cooling water treatment is to facilitate easy heat rejection
and minimize water consumption. Cooling involves the transfer of heat (Btu’s
Kcal/Kg) from one substance to another. The substance that loses heat is said to be
cooled, and the one that receives the heat is referred to as the coolant. Cooling
water for the industries if untreated cause several problems i.e. corrosion, scaling,
fouling & microbiological growth in cooling towers, condensers, coolers and other
parts, resulting in production loss, equipment’s failure and breakdowns. These
problems can be overcome by using corrosion inhibitors, scale inhibitors, dispersants
& biocides.

15
Products Application Specification

CW-811 Scale/Corrosion Inhibitor Poly-Phosphate

CW-812 Scale/Corrosion Inhibitor Organo-Phosphonate

CW-813 Corrosion /Scale Inhibitor Carboxylate

CW-814 Corrosion /Scale Inhibitor Ortho- phosphate

CW-815 Dispersant Polymer

CW-816 Oil Dispersant Organic Coagulants

CW- 817 Corrosion Inhibitors Azole

CW-818 Corrosion Inhibitors Molybdate-Nitrite

(Chiller)

CW-819 Corrosion Inhibitors (Hot Ortho Silicate

water)

CW-820 (I) (II) Biocide Quat/Carbamate

CW-821 (I) (II) Microbocide Quat /Bronopol

CW-822 (I) (II) Biodispersant Isothiazoline/DBNPA

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 7.WASTE WATER TREATMENT

Synthetic Organic Coagulants & Flocculants are large water molecules made up of
small building blocks called monomers. These materials react with the colloidal
material in the effluent water and form of floc. Wastewater chemicals maintain BOD,
COD, and MLSS, colour, odour and other desired parameters in the
wastewater. After using these premium organic compound less or compact sludge
will be produced that ensures minimize sludge handling & disposal cost. Organic
coagulants & flocculants don’t add solids and also don’t affect the pH & TDS of the
water unlike inorganic coagulants and alkalis.

Products Application Specification Remarks

WW-911 Flocculant Anionic Powder

WW-912 Flocculant Non – ionic Powder

WW-913 (I) (II) Flocculant Cationic Powder

WW-914 Active Flocculant Cultured bacteria Powder

WW-915 Decolourizer Cationic Polymer 30-45 %

WW-916 (I) (II) Defoamer Silicon , non silicon 30%

WW-917 Polyamine Organic coagulant 30-45 %

cationic

17
 WW-918 PolyDADMAC Organic coagulant 30-45 %

WW-919 Oil Removal Oil & grease remover 25%

Flocculant

8. RAW WATER TREATMENT CHEMICAL

Micro Hydrochem Pvt. Ltd. (MHCPL) is manufacturing & marketing a comprehensive

range of economical chemicals for small industries, institution & specially packaged
drinking water sectors. MHCPL group started in the year 2001, in a span of 18 years
it has became a dependable supplier of major OEM’s & dealer network throughout
India . MHCPL maintains complete transparency with their buyers during all
negotiations and discussions. MHCPL vision & mission to become undisputed leader
in chemical water treatment by 2020.RO System if not treated properly cause
several problems Like inorganic, organic, colloidal and bio fouling, resulting in
reduced permeate flow, increased pressure differential or increased permeate
conductivity, frequent membrane cleaning ultimately premature membrane failure.
Scaling elements like carbonates, sulphates, silicates, iron, fluoride and aluminum
reduces the permeability of RO membranes and hinders the product water flow.
Micro floc premium RO Additives are highly effective Antiscalant for high SDI,
BOD & COC feed water application.

18
Products Application Specification Remarks

V-9 RO Antiscalant High pH Polymer LSI +2.2

V-8 RO Antiscalant Low pH Polymer LSI+2.0

V-6 RO Antiscalant Neutral pH Polymer LSI +1.8

C-5 Membrane cleaner Organic & inorganic 2-3 Ltr. / Module

compound

P-4 pH Booster Inorganic 10-25 ppm

Compound

M-3 Mineral pH Booster Sodium & potassium 0.5kg/m3

compound

J-2 Jar washing Stablized peracitic 5-10 ppm

disinfectant acid

S-1 STP culture media Culture thread in 250-250 mg

liquid solution

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