By,

Amitkumar P S Reg. No. 121GCMA004

INTRODUCTION
Fertilizer is a substance added to soil to improve plants' growth and yield. Typically, fertilizers are composed of nitrogen, phosphorus, and potassium compounds. India stands as the third largest fertilizer consumer and producer of the world. India is also ranked as the third-largest exporter and producer of nitrogenous fertilizer.
PUBLIC SECTOR COMPANIES IN INDIA:

National Fertiliser Limited. Madras Fertiliser Limited. Pradeep Phosphates Limited.

PRIVATE SECTOR COMPANIES IN INDIA:

Bharath Fertliser Private Limited. Gujarat Narmada Valley fertilisers Co. ltd. Karnataka Agro Chemicals.

Company Profile
Mangalore Chemical and Fertliser (MCF) is a big part of Indias growing Agriculture Industry. Dr. Vijay Mallya is Chairman of the Board of Directors. The Company is a part of the UB Group. Mangalore Chemicals and Fertilizers Limited (MCF) has a turnover of over Rs. 2,523.83 Crores approx every year. Mangalore Chemical and Fertliser Pvt Ltd, engaged in the business of manufacturing Mangala DAP, Ammonia, Urea, Di-ammonium Phosphate and Ammonium Bicarbonate, Mangala 20:20:00:13, Sulphuric Acid etc. VISION To cross turnover of Rs.3000 cross and to make PBT of Rs.250 crores MISSION To create value for farmers, consumers and other stake holders by providing integrated agriculture solution and leveraging our competencies to develop synergetic business.

PERFORMANCE OF MCF

Rs. CRORES

YEARS

Management Team

Dr. Vijay Mallya Chairman

S. R. Gupte UB Group Nominee

Awards & Recognitions

FAI Award for 'Improvement in overall performance of a Company for three consecutive years 1996-97, 1997-98 and 1998-99. MCF received the Honest Taxpaying businessmen award from Commercial Taxes Department, Mangalore Division. MCF has won the certificate of merit for achievement in Energy conservation for the 2009-10 from Government of Karnataka. MCF has received UNNATHA SURAKSHA PURASKARA, a prestigious award for the outstanding performance in Safety Management systems for the year 2009-10. SECOND BEST SAFE INDUSTRY IN LARGE SECTOR FOR THE YEAR 2010 . FAI runner up award for best technical innovation in Fertilizer Industry for the year 2010-11. FAI Special Award for coming first for the third consecutive year (20102012) for FAI Environmental Protection Award.

PRODUCTS
Mangala Urea:

Ammonium Bi Carbonate

Mangala 10:26:26

Contains 10% Nitrogen, 26% P2O5 and 26% K2O

Mangala 17:17:17

Contains 17% Nitrogen, 17% P2O5 and 17 % K2O

th 7

to 10th

On various depts / functional areas Production Marketing Finance Human resource Other depts(just mention)

SWOT Analysis
STRENGTHS:

The plant is well situated. That is it is well connected by the port, railways and also the national highways. Captive power plant is advantage indigenous power generation in firm itself in farm. Thus providing uninterrupted power supply. 4 Ps of marketing i.e. Product, Price, Place and Promotion is completely followed here. First preferences are given to the farmers of the Karnataka and also include other states like AP, Kerala and Tamil Nadu. Products are made available at the right time by the suppliers present in various places. The product of this company carries with it a very strong corporate image. Effective employee. Economies of scale due to optimum capacity utilization. Strong financial positions.

WEAKNESS:

Uncertainties of weather and rainfall, i.e. the sale of the product depend on the weather conditions required for the growth of the crops. The prices for the goods are fixed by the Government. Sometimes government fixes the prices of products. It may not touch the cost of production.

OPPORTUNITIES: Since sales depends on the weather conditions, if the weather conditions are favorable then the sales will also increase resulting in decreased cash sales. There is a great demand for fertilizers and unused land asset and hence plans are being made for diversification. Increased and well established network can help in capturing the market if the marketing strategies are innovated.

THREATS: The plants are 33 years old which is above the normal life of 15 years. Cut throat competition from the other competitors like MFL - Madras Fertilizer Ltd. SPIC Southern Petro Chemical Industry. ZAIL Zuari Agro Chemicals Ltd. Foreign products pose a threat to companies product. The company faces government restrictions at production level. Even though the company is capable of producing more it is subjected to certain restrictions. Decentralized price system which the government is planning to introduce will pose threats. Pollution control norms laid down by the government are getting more stringent which may affect production section in future.

Problem Solving
Statement of the Problem:
To identify the benefits that can be obtained by Brand Awareness and Sales by having good Promotional Department in the Organization

OBJECTIVES: Increasing Customer Traffic. Building Brand Awareness. Attempt to Increasing Sales and Profits.

METHODOLOGY: The methodology used is Logical Approach and it involves two important factors namely: Data Collection Present Data Analysis

Limitations:
The research time given was only limited for 4 weeks. The data collected were insufficient as there was no access to the information to financial statements of the organization. There was no permission to enter to the chemical laboratory of organization, due to which the process over there was not known. Analysis and Interpretation: In order to grow the value of business and promotion of the products, Marketing Department must apply the following strategies and techniques: Brand Message Product Descriptions Pricing & Packages Delivery Stand Out Branding Tell a Story

Findings
There is a well maintained attendance register and the

workers are aware of the importance of efficient work. Another important factor is the MCF has clearly understood the need of changing according to the time and the need of effective productivity. There is the total quality management at work and check the quality. They are doing special camps on growth of crops and soil fertility. Also they conducted Health camps and first aid training programs. Based on the seasons they are introducing special products example special paddy, Special cotton etc.

Suggestions/Recommendations
At present, the overall functions of the company are going on well, but certain changes are required to bring in the developmental angle. Suggestions are made under the various employee related areas, which are given below: Monthly informal meeting of all the managerial staff. A formal top to bottom flow of information between the management and the employees to be generated through-circular, notices, etc. This creates awareness regarding the company vision, objectives, policies and practices. They should concentrate on mainly on promotion of the products.

Must advertise as much as possible and conduct more awareness camps in the villages.
Majority of the work force is from the lower level of the society, so the fulfillment of their basic needs through money can motivate them.

Conclusion:
An organizational study of Mangalore Chemicals and Fertilizers Pvt. Ltd, as internship training during the MBA course of Bangalore university has really enabled me to understand the organizational structure of the corporate world to an extent, the ways & means how it functions. MCF is one of the leading industries in the manufacturing of Fertilizers and chemicals, it was found during the study that it is indeed a healthy organization with a lot of well unique functions, the industry basically being an engineering industry has a large investment & a good number of people working in it.

The data with regard to the study collected from the MCF Pvt. Ltd helped to understand the process of production of Fertilizers and chemicals and each department in MCF Ltd was analyzed in detail.