Summer Project Operations

8/13/2019 Summer Project Operations

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A

PROJECT REPORT

ON

“To design Operational framework for Brightwayz”

( Subsidiary of Nirmala Consol Private Limited )

For the Partial Fulfilment

Of

Master of Management Studies

Submitted By

Ashutosh H. Yadav

S e!iali"ation#

$OPERAT%ON MANA&EMENT'

$()*(+()*,'

Roll no# -.

/nder the &uidan!e of

Prof01iral 2esai Sir

&ahlot %nstitute of Management Studies 3 Resear!h4

5o er6hairane

1



ertifi!ate

"irmala onsol #ndia $rivate %imited

&'()*+ ,reams -all+Bhandup est+-um/ai')00012

ertifi!ate for orporate #nternship $ro3e!t

To whomsoever #t -ay on!ern

This is !ertify that -r. Ashutosh H. Yadav 4 MMS student of 4ahlot #nstituate of-anagement 5tudies and 6esear!h+ 7operkhairne8 .9 Na7iMumbai su!!essfully

!om leted his ro8e!t of “To design Operational framework for Brightwayz” 9ith

Nirmala Consol %ndia Pri7ate :imited under Mr0N%6etan Pra6ash Ta9are4 2ire!tor of the

!om any0

The !andidate demonstrated !onsiderable a!umen and s6ills to !om lete the gi7en 9or6 to

her0

;e 9ish him all the best for his future !areer and endea7our0

Certified By4

-r."iketan $rakash Taware+

,ire!tor

"irmala onsol #ndia $rivate %imited

2



A 7"O %:,4:-:"TA 7"O %:,4:-:"T

My sin!ere than6s and gratitude to our !ollege4 &ahlot %nstitute of Management Studies

3 Resear!h4 2ire!tor4 2r0 5020Meru and my ro8e!t guide $rof. ;iral ,esai 5ir for

ro7iding 9ith the ne!essary su ort and the timely guidan!e re<uired for the

su!!essful !om letion of this ro8e!t0

% further e= ress my than6s to -r. "iketan $rakash Taware at "irmala onsole

#ndia $rivate %imited for gi7ing me the o ortunity to !arry out my ro8e!t in the

res e!ti7e de artment 9hi!h has further enhan!ed my 6no9ledge of the sub8e!t both

theoreti!ally and ra!ti!ally

:ast but not the least4 % 9ould also li6e to than6 my arents for their !onsistent resen!e

and hel at all times0

8A5H<TO5H H. YA,A;9

3



,e!laration

%4 AS>/TOS> >0 ?A2A14 the undersigned4 a student of 4ahlot #nstitute of

-anagement 5tudies = 6esear!h+ 7operkhairane+ de!lare that this ro8e!t re ort

titled “To ,esign Operational &ramework for Brightwayz ” 9as submitted by me

in artial fulfillment for the re<uirement of the !ourse of Master of Management

Studies0 This is my original 9or6 and has not been re7iously submitted as art of

another degree or di loma of another Business s!hool or /ni7ersity0

The findings and !on!lusions of this re ort are entirely based on my ersonal study

and e= erien!e0

8A5H<TO5H H. YA,A;9

4



ertifi!ation

This is to !ertify that Mr0 Ashutosh Harish!handra Yadav 4 a student of &ahlot

%nstitute of Management Studies 3 Resear!h has su!!essfully !om leted the summer

internshi ro8e!t entitled@ “To design Operational framework for Brightwayz” in

artial fulfillment of re<uirement for the !om letion of Master of Management Studies

as res!ribed by the /ni7ersity of Mumbai0

%nternal Pro8e!t &uide 2ire!tor

2ate#

2ate#

E=ternal E=aminer

5



:>: <T#;: 5<--A6Y

O/3e!tive of the pro3e!t?

*' To understand the o7erall o erations of the Bright9ay"0

(' To define 7arious su orting a!ti7ities re<uire for the bright9ay"

.' To !orrelate all su orting a!ti7ities re<uired for the brigh9ay"

,' To define o erational frame9or6 for the same !om any0

Bright9ays is a subsidiary grou of Nirmala Consol Pri7ate :imited is a !om eten!y

building institute and sin!e its in!e tion has registered henomenal a!hie7ements0

Bright9ays is into edu!ation field from last ( years and has been 6no9n for its inno7ati7e

a roa!h0 ;e all are rofessionals from ##-+##T+ @B#-5 ;@T#+ <, T and 5ym/iosis

9ho 9ould li6e to ro7ide defined and systemati! a roa!h to all MBA grads 9ho all are

not from to B+ s!hools0 Bright9ays has a !om rehensi7e4 inno7ati7e and organi"ed

a roa!h 9hi!h enables the MBA students to understand the !urrent industry demands

and ingrains the finesse of im ressing the re!ruiters0

Bright9ay" had many su ort a!ti7ities 9hi!h are !orrelated 9ith ea!h other0 Therefore4 %

9or6ed on this roblem during my summer ro8e!t in Consol0

# have dis!ussed following points through my pro3e!t?

*' % am gi7ing the basi! information about CONSO: &rou as a !om any and

Brigt9ay" 4 their rodu!t line4 there feature and about their o erational re<uirement0

(' Then % am dis!ussing about 7arious re<uirements from o erational front0

.' ;hile re aring the lan4 % ha7e !onsidered resent !ondition of Bright9ay" and

target !ustomer to bring the sustainability in o7erall o erations

,' %n the final art4 % ha7e dis!ussed about the :imitation and Future ros e!ts of the

ro8e!t 0% ha7e tried my le7el best to ut best efforts to ta6e out ma=imum data from the

gi7en region4 and to use that data for the re aration of o erational frame9or6 for

Bright9ay" lan0

6



Ta/le of !ontents?

7

TOP%C PA&E NO0

Co7er Page *( Certifi!ate

(A!6no9ledgement

.) 2e!laration

,C E=e!uti7e Summary

* Com any Profile -

*. PRO2/CT :%NE OF T>E COMPAN? **

*.( Bright;ay" # Business Ser7i!es *(

D Resear!h on Bright9ay" and its Produ!t line *

D. Basi! information About Bright9ay" *

D.( Bright9ay" # 2etails of the offered ser7i!es *-

0 :iterature Re7ie9 (*

Obser7ations and Findings during Summer internshi.

( O erational Frame9or6

O erational methodology Frame9or6

(. Training and Pla!ement !alendar for *st year .D

(.( Training and Pla!ement S!hedule for (nd ?ear ,)

. Study of Present o erational frame9or6 ,*

.(Phases of rodu!t life!y!le and !orres onding te!hnologies

,

. Produ!t :ife Cy!le Stage ,D

) Assignments !om leted during internshi )

C :%M%TAT%ONS

* CONC:/S%ON

1 B%B:%O&RAP>?



hapter (? ompany $rofile

Nirmala Consol Pri7ate limited+ This !om any is formed by the alumie and !or orate

rofessionals from 1JT%4%%T4%%M and JB%MS 9ho left 8ob from their res e!ti7e !om any

to satisfy the needs to their dreams0

This !ompany is /ifur!ated into following su/sidaries.They all are as follows ?

*' Consolmar6 # This is end to end mar6eting solution ro7ider domain 9ho all are

ro7inding 7arious mar6eting solutions li6e mar6et resear!h4Com etitors analysis4

;ebsite 2e7elo ment4So!ial media mar6eting and !reati7e brand element

generation0

(' Bright9ay" #This domain is into Edu!ation se!tor 9here they are fo!ussing on

7arious re<uirements of edu!ation se!tor and try to minimi"e the e=isting ga

bete9een to B+ S!hools and tier ( B+ S!hools by im arting 7arious sets of

ser7i!es to students from tier ( B+ S!hools

.' Consol Ci7il# Through this domain4 Consol Ci7il is ro7iding end+to+end solutions

of real estate0 They are ro7iding all rele7ant ser7i!e under one roof li6e Ar!hite!t

ser7i!es4 :iasoning ser7i!es4 Strutral ser7i!es and PMC ser7i!es0

,' Consol >at# Through this domain4 Consol >at offering end+to+end solutions of

e7ent management0 They ha7e already done 7arious !or orate and oliti!al e7ents4

9hi!h has gi7en them am le amount of e= erien!e to e=!el into this field0

' Berry# %n this4 they are ro7iding 7arious inno7ati7e !ustomised soft9are s

a!!ording to the re<uirement of !lients0

8



on5ol-ark ? Home &or -arketing 5olutions

G on5ol-ark @ is an organi"ation 9here you 9ill get end+to+end solutions for your

mar6eting roblems0 Management !or orate 9ho all are ha7ing e= ertise in follo9ing

forms ConSolMar6#

*' Mar6et Resear!h

(' Produ!t de7elo ment

.' Mar6eting Communi!ations

,' Business Analysis

At on5ol-ark 4 they mainly fo!us synergeti! a roa!h4 9hi!h 9ill gi7e ma=imum RO%

to !lients 9ithin less in7estment At ConSolMar64 They fo!us mainly on %nno7ation and

Ser7i!e0 E7ery Sta6eholder asso!iated 9ith on5ol-ark !om letely fo!us on only on

9ord G/ltimate Customer Satisfa!tion At any !ost@0

They analy"e our different !lient re<uirement and gi7e them the most effe!ti7e and

effi!ient 9ay to mar6 their resen!e on internet that in!reases their business s!o e online0

They are highly <ualified team of rofessional4 9hi!h is e= ertise and ha7e assion for

e=!ellen!e in !lient ser7i!es0

They ha7e the a roa!h of

#? #nnovative Approa!h

? ustomized Approa!h

:? :!onomi!al Approa!h

,? ,esired 6esult Approa!h

5? 5ynergy Approa!h

9



Our a roa!h enables strategi! thin6ing and !reati7ity0 ;ith our teams !ommitment4

e= ertise4 energy they ensure to hel our !lients su!!eed0

;ision?'

GTo be a best organi"ation ro7iding Feasible4 %nno7ati7e and !ost+effe!ti7e mar6eting

solutions and to !reate mar6et in other neighbouring !ountries to ser7e the otential

!ustomers@

-ission

GConsistently Fo!using on 1alues4 Ethi!s 3 !ustomer to ro7ide Best ossible solution

9ithin minimum in7estment@

ore values

$assion of -arketing

on5ol-ark team 9or6s 9ith assion to ser7e the benefits to our !ustomers through

!ontinuous inno7ati7e and !reati7e thoughts0

Believe on Team ork

E7ery ro8e!t they 9or6 as a team4 e= erts from the 7arious fields of Mar6eting4 %T4

Management !omes together 9ith integrity to 9or6 on ro8e!t 9ith dis!i line manner in a

team to a!hie7e the goals and ob8e!ti7es0

ommitment

They are !ommitted to9ards our 9or6 9ith high le7el of trans aren!y and honesty and

integrity in all o erations0

10



hapter (. ? $6O,< T %#": O& TH: O-$A"Y

*0 -arket 6esear!h H

•

Com lete online resear!h about your !om any4

• Com lete online resear!h about !om etitors analysis

• Presentation in front of the !ustomer of resear!h re ort0

(0 Brand elements + :ogo 4 Tag line4 7isitors !ards

• /nderstanding of e=isting brand elements

• %t s im a!t e=isting mar6eting strategy

• 2efinition of ne9 brand elements

• %t s Presentation

• E=e!ution

. e/site ,evelopment 5uggestions

• Current 9ebsite study

• :oo hole findings

• %t s resentation in front of !lient and outsour!ed agen!y

•

%t s e=e!ution

,0 -arketing ommuni!ations H %n this hase4 9e 9ould be !reating follo9ing

mar6eting !ommuni!ation tools in order to ta your target grou in a most

effe!ti7e manner0 ;e 9ould be !reating all mentioned mar6eting !ommuni!ation

tools in order to im ro7e your online brand resen!e $ Brand $ositioning '

Fa!eboo6

T9itter

11



:in6ed+in

fli!6r

C. :mail -arketing 'Template making

. :ffe!tive Brand #mprovement for the offi!e eEisting offi!e spa!e

hpater (.( Bright ayz ? Business 5ervi!es

Bright ;ays 9ould hel you understand the im ortan!e of ra!ti!ality 9hen it !omes to

the !or orate 9orld0

The !or orate 9orld is loo6ing out for e= erien!ed eo le and fresh grads don t get a 7ery

good !han!e to sho9 their s6ills and talent es 0 9hen they are from medio!re Management

College0 Many feel MBA adds 7alue to their rofile ho9e7er it is of no use unless you

6no9 ho9 to sho9 your management s6ills in ra!ti!e es 0 in an inter7ie90

No matter 9hat your ran6 is4 you 9ould be 8udged by your 6no9ledge and a roa!h in an

inter7ie90 One !annot 8ust rely on the !ollege for their summer ro8e!ts or la!ementsI

they need to 9or6 hard to re are themsel7es for it0 Many !lear the first stage and are also

!alled u on for an inter7ie9 ho9e7er there are not many 9ho !on7ert it su!!essfully0

They hel you bridge this ga and a!hie7e your dream !om any0 They !ondu!t 7ariousseminars to hel you understand the ra!ti!al a roa!h the !or orate 9orld is loo6ing for0

?ou also get to 6no9 about the trends ha ening in the 7arious se!tors and industries0

The seminar 9ill e<ui you 9ith the e= erien!e of these giants and hel you understand

their ers e!ti7es also0 ?ou 9ould also get a !han!e to net9or6 9ith them0

12



;#5#O"? ' em o9er all the Management Students to ma6e them big in the Cor orate

;orld by gaining the ra!ti!al 6no9ledge and 6ee them u dated 9ith the !or orate

9orld0

-#55#O" ?'

To eliminate the er!ei7ed differen!e the !om anies ha7e against the students of the

Medio!re Management Colleges4 by e<ui ing the students 9ith the !a ability to render

effe!ti7e solutions to the roblems of the Com anies0

5ervi!es ?'

5:-#"A6 ?

They are 9ell 6no9n to !ondu!t seminars4 9hi!h 9ould gi7e students an edge o7er the

!om etition0 The seminars are not as boring as you may er!ei7e they ensure that they arefun along 9ith learning0

The most im ortant as e!t of these seminars is that you get a !han!e to meet the

rofessionals 9ho ha7e been in the industry from a long time i0e0 dire!t gyan from the

horse s mouth0

They at our seminars 9ould sho9 you the !orre!t method of learning4 9hi!h 9ould notonly hel you4 gain an edge o7er your !om etition but also earns you res e!t among the

!or orate0

6:5<-: 6#T#"4 #+

Resume is the basis on 9hi!h you 9ould be 8udged0 %t !reates the first im ression and an

im ortant one0 There are eo le 9ho ha7e a lot of e= erien!e ho9e7er 8ust be!ause it is

not ro erly mentioned on their resumes they do not !reate mu!h of an im a!t on the

13



re!ruiters0

They hel you to build a strong and effe!ti7e resume4 9hi!h 9ould hel you in your fight

for the desired 8ob0

5<--:6 $6O@: T5 #+

The Summer %nternshi is the only la!e 9here you get a !han!e to a ly your theoreti!al

6no9ledge in ra!ti!e0 >o9e7er most of you 9ould be selling things for a !om any 9hi!his not bad ho9e7er4 your management s6ills are not tested in su!h a rofile0 No !om any

9ould gi7e you a good rofile for your Summer %nternshi sin!e you are not from the

!ream !ollege0 So 9hat s the use of su!h an internshi 9here you don t learn mu!h

They guide you to get Summer Pro8e!ts 9ith good rofiles4 9hi!h 9ould not only add

7alue to your resume but also in!rease the !han!es of getting a re la!ement offer0

#"T:6 $6O@: T5 #+

;e are sure many must ha7e not heard of this0 This is something similar to your Summer

%nternshi I ho9e7er4 it is an additional e= erien!e you get on your rofile0 &i7en the

intense !om etition4 doing a single internshi hardly hel s0 They 6ne9 a guy from JB%MS

9ho did Se7en Off+Summers Pro8e!ts and his entire inter7ie9 mo7ed around the ro8e!ts

he did0 >e got the best a!6age of his time0

They 9ould guide you not only to sele!t a ro er Off+Summers ro8e!t but also ho9 to

ro8e!t it on your rofile0 This 9ould gi7e you a good e= osure and also in!rease your

!han!es 9hen it !omes to getting sele!ted for the final la!ement !omes0

&#"A% $%A :-:"T5 #+

One of the im ortant as e!ts of any MBA !ourse0 >o9e7er4 not many get the 8ob rofile

they desire es 0 not 9ith the 6ind of a!6age they are loo6ing for0

14



&etting a good la!ement is something that you need to 9or6 on from the start of your

!urri!ulum0 %t is not a one+night thing0 No Just in Time tri!6 9ould hel you get la!ed

o7er night0

%n the start of your MBA you may not 6no9 9hi!h field interests you and fairly enough if

that 9as the !ase most of you 9ould ha7e gone for a art time !ourse rather than attending

a full time one0 >o9e7er at the end of your first semester most of you should 6no9 9hi!h

area you 9ould li6e to go into0 On!e this is de!ided you should not only get a good gri

o7er the sub8e!t by intense reading but also go out and get some %ndustry Pro8e!ts in it0

The best thing 9ould be to a roa!h any !om any and tell them you are 9illing to 9or6

free on a !ertain ro8e!t4 9hi!h 9ould add 7alue to their business0 Therefore4 you 9ould

be able to do business or ro8e!t 9ith them only 9hen your lan or ro8e!t has the

otential to a!hie7e any of these0

On!e you !an a!hie7e this4 you ha7e a 7ery good !han!e of being absorbed by the same

!om any0 After all they are loo6ing for bright eo le to 9or6 for 9ith them0

They hel you for in this right from the start0 So4 no matter from 9hi!h !ollege you !an

still ma6e it to your desired 8ob rofile

15



FACEBOO5 PA&E of CONSO:MAR5

hapter ? 6esear!h on Brightwayz and its $rodu!t line

hapter . ? Basi! information A/out Brightwayz

Bright9ays is a subsidiary grou of Nirmala Consol Pri7ate :imited is a !om eten!y

building institute and sin!e its in!e tion has registered henomenal a!hie7ements0

Bright9ays is into edu!ation field from last ( years and has been 6no9n for its inno7ati7e

a roa!h0 ;e all are rofessionals from ##-+##T+ @B#-5 ;@T#+ <, T and 5ym/iosis

9ho 9ould li6e to ro7ide defined and systemati! a roa!h to all MBA grads 9ho all are

not from to B+ s!hools0 Bright9ays has a !om rehensi7e4 inno7ati7e and organi"ed

a roa!h 9hi!h enables the MBA students to understand the !urrent industry demands

and ingrains the finesse of im ressing the re!ruiters0

16



Bright ;ays hel s MBA Students to build the e=isting ga in bet9een the institutions 3

enables MBA Students to get the 8ob that MBA Students deser7e 3 desire0 Cor orate

9orld loo6s out for effi!ient and effe!ti7e rofessionals and not 8ust the degree holders0 A

degree ne7er adds a feather in their !a 4 unless MBA Students ro7e their !a abilities0

And here in this ro!ess4 starting from getting you the e= e!ted a!ademi! results4 till

MBA Students fa!e an inter7ie94 Bright ;ay" 9ill hold their hand and guide your ath0

;e nurture your strengths and enhan!e your s6ills0

;alue Addition To Your ollege?

Bright 9ays has a !om rehensi7e4 systemati! and organi"ed training a roa!h 9hi!h

enables the students to understand the !urrent industry demands and ingrains the finesse of

im ressing the re!ruiters0

Their trained students ensure that the im ressed re!ruiters !ome in year after year and

re!ruit more number of students than they a!tually had !ome for0

The !ollege brand name rea!hes the glory it truly deser7es4 be!ause all its students are

la!ed in !om anies4 along 9ith an MBA tag4 9hi!h out shells a !om lete student 9ho is

fully groomed and !om etent enough to sur7i7e in the !om le= !or orate 9orld0

;alue proposition for your 5tudents?'

Bright ;ays understand the 7alue of your dreams0 ?our dreams are our !on!ern0

%n Our 9ell+stru!tured module4 9e are absolutely to the oint and ob8e!ti7e0 They

in!ul!ate the art of modulating 9ords to one s strengths 9hi!h !an then be used in any

gi7en s!enario0 Students are trained to thin6 from the re!ruiter s oint of 7ie9 and on!e

this art is mastered4 a t 9ords 8ust start flo9ing0

17



hapter .( Brightwayz ? ,etails of the offered servi!es

• :ye'opener 5eminar per month # College to !ollege basis from the !or orate

ersonality $1P le7el' for e7ery stream H Finan!e4 >R4 Mar6eting4 O erations andSystems0

• $ersonality Testing and #tFs analysis on one to one /asis # Our eminent

members 9ill !ondu!t the ersonality test for e7ery student on one to one basis to

understand hisK her !ore+!om eten!y and future 7ision0

• 6esume 5ervi!e # Our team 9ill intera!t 9ith students on one to one basis to ma6e

their resume more resentable and !ustomi"ed0

18



• ,aily Arti!les # 2uring a!ademi! session4 MBA students are !om letely busy 9ith

the resentation and assignments0 They are not getting suffi!ient time to u grade

their !urrent affairs and domain 6no9ledge0 Our team 9ill email them the !urrent

affairs arti!les on a daily basis 9ith 9hi!h they !an u grade their !urrent6no9ledge0

• 5ummer $la!ement assistan!e? %n this4 9e 9ill assist * st year students to get their

summers in !or orate 9ith best rofile0

• 5ummer pro3e!t assistan!e # ;e ha7e done the resear!h on summer re orts and

found out that many students are not a9are about the basi! theme of summer

re ort0 %n this se!tion4 9e 9ill ma6e himKher a9are about the ob8e!ti7e of summer la!ement and summer re orts so that he !an utili"e the eriod of summer

la!ement at the fullest0

• A!ademi! 4yan' Bright9ays has defined systemati! a roa!h for all a!ademi!

sub8e!ts from Management0 ;e ha7e defined G2iagram theory@ 9hi!h 9ill assist

e7ery student to in!rease his mar6s0 ;e do ha7e an inno7ati7e a roa!h for the

uni7ersity sub8e!ts li6e %B and MCS0 ;e 9ill !ondu!t s e!ifi! one session before

e7ery e=am for all the students to ma6e them ready for the battle 0

• inter $ro3e!t assistan!e? %n this4 9e 9ill assist ( nd year students to get ;inter

in !or orate 9ith best rofile0

• $ower $oint and :E!el /asi! training !ourse? This rogram is intended to ma6e

the students rofi!ient 9ith the basi!s of Po9er oint and E=!el4 so that !om anies

re!ruiting them e= erien!e faster rodu!ti7ity0

• $la!ement assistan!e for ( nd year students # %n this4 Bright9ays team 9ill ma6e

sure that e7ery student 9ill fa!e . inter7ie9s0

• -anagement @argons # ;e 9ill ro7ide *)) management 8argons to e7ery MBA

student 9hi!h heK she !an use on a daily S!hedule to ma6e him ro8e!t as a

Management student0

19



• $la!ement interview session # ;e 9ill !ondu!t s e!ial inter7ie9 sessions for

e7ery student to ma6e him more !om etent enough0 This inter7ie9 session 9ill

in!lude a 7ideo analysis 9ith intera!ti7e session0

• ompetitive :Eam guidan!e? There are 7arious !om etiti7e e=ams in the mar6et

for all the streams0 ;e as a brigt9ays 9ill do the a9areness le7el for the all the

e=ams as 9ell as 9e 9ill guide them to ass them0

lients?

• Students from JB%MS4 Sasmira4 Ra8i7 &andhi %nstitute4 Andheri4 B&%MS4

M%MR41JT%

$ri!ing?

6s. 000 per student 8if student num/ers are /etween 00 to (009

6s.(C00 per 5tudents 8 #f student num/ers are !rossing (009

6s.(000 per 5tudents 8 #f student num/ers are !rossing 009

Team mem/ers /ehind Brightwayz ?

• -r. "iketan Taware ? -anaging ,ire!tor+ Brighways

o MBA+Mar6eting4 /ni7ersity To er4 B+Te!h+Ci7il+1JT%

o ( years of 9or6 e= erien!e as Brand Mar6eting Manager in

>ubto9n Pri7ate :imited

• -r.A/hishek 7hedekar # Pro!ess %n+!harge

o B0Te!h H Ele!tri!al $1JT%'

o ( years of 9or6 e= erien!e in Turn 5ey ro8e!ts

• -r.Ameya 5hotri # Mar6eting %n+Charge

o MBA HMar6eting4 MCA and B0S! %T

o , years of 9or6 e= erien!e in Business 2e7elo ment and %T se!tor

20



• -r."aveen Alle # Finan!e %n !harge

o MBA HFinan!e $JB%MS'4 CFA and B0Te!h HEle!tri!al $1JT%'

o . years of 9or6 e= erien!e 9ith TCS as a Business analyst

• -r.$anka3 -urudkar ? Operational #n' harge

o MBA+O erations4 Symbiosis %nternational /ni7ersity4 B0Te!h+

Chemi!al Te!hnology4 /2CT4 Mumbai

o ( years of !or orate e= erien!e# >onda Siel Cars :td0

• -r. 7ailwlya ? 5ystem = ontent in !harge

o MBA HO erations4 B0S! H%T

o ( years of 9or6 e= erien!e 9ith ;i ro

21



hapter )? %iterature 6eview

hapter ). Operational -anagement in Brightwayz

Operations management is an area of management !on!erned 9ith o7erseeing4

designing4 !ontrolling the ro!ess of rodu!tion and redesigning business o erations in the

rodu!tion of goods andKor ser7i!es0 %t in7ol7es the res onsibility of ensuring that

business o erations are effi!ient in terms of using as fe9 resour!es as needed4

and effe!ti7e in terms of meeting !ustomer re<uirements0 %t is !on!erned 9ith managing

the ro!ess that !on7erts in uts $in the forms of materials4 labor4 and energy' into out uts

$in the form of goods andKor ser7i!es'0 The relationshi of o erations management

to senior management in !ommer!ial !onte=ts !an be !om ared to the relationshi of line

offi!ers to highest+le7el senior offi!ers in military s!ien!e 0 The highest+le7el offi!ers

sha e the strategy and re7ise it o7er time4 9hile the line offi!ers ma6e ta!ti!al de!isions in

su ort of !arrying out the strategy0 %n business as in military affairs4 the boundaries

bet9een le7els are not al9ays distin!tI ta!ti!al information dynami!ally informs strategy4

and indi7idual eo le often mo7e bet9een roles o7er time0

A!!ording to the /0S0 2e artment of Edu!ation4 o erations management is the field

!on!erned 9ith managing and dire!ting the hysi!al andKor te!hni!al fun!tions of a firm or

organi"ation4 arti!ularly those relating to de7elo ment4 rodu!tion4 and manufa!turing0

O erations management rograms ty i!ally in!lude instru!tion in rin!i les of general

management4 manufa!turing and rodu!tion systems4 lant management4 e<ui ment

maintenan!e management4 rodu!tion !ontrol4 industrial labor relations and s6illed trades

su er7ision4 strategi! manufa!turing oli!y4 systems analysis4 rodu!ti7ity analysis and

!ost !ontrol4 and materials lanning0

Management4 in!luding o erations management4 is li6e engineering in that it blends art

9ith a lied s!ien!e 0 Peo le s6ills4 !reati7ity4 rational analysis4 and 6no9ledge of

te!hnology are all re<uired for su!!ess0

O$:6AT#O"5 -A"A4:-:"T G A" O;:6;#:

O erations Management is the !on7ersion of in uts into out uts4 using hysi!al resour!es4

so as to ro7ide the desired utilityKutilities of form4 la!e4 ossession or state or a

!ombination there+of to the !ustomer 9hile meeting the other organi"ational ob8e!ti7es of

effe!ti7eness4 effi!ien!y and ada tability0 %t distinguishes itself from other fun!tions su!h

22

http://en.wikipedia.org/wiki/Management

http://en.wikipedia.org/wiki/Business_operations

http://en.wikipedia.org/wiki/Efficiency

http://en.wikipedia.org/wiki/Effective

http://en.wikipedia.org/wiki/Senior_management

http://en.wikipedia.org/wiki/Line_officer


http://en.wikipedia.org/wiki/Military_science

http://en.wikipedia.org/wiki/Strategy

http://en.wikipedia.org/wiki/Military_tactics

http://en.wikipedia.org/wiki/Engineering


http://en.wikipedia.org/wiki/Applied_science


http://en.wikipedia.org/wiki/Management

http://en.wikipedia.org/wiki/Business_operations

http://en.wikipedia.org/wiki/Efficiency

http://en.wikipedia.org/wiki/Effective

http://en.wikipedia.org/wiki/Senior_management



http://en.wikipedia.org/wiki/Military_science

http://en.wikipedia.org/wiki/Strategy

http://en.wikipedia.org/wiki/Military_tactics





as ersonnel4 mar6eting4 et!0 By its rimary !on!ern Produ!tion and O erations

Management for L!on7ersion by using hysi!al resour!es 0 There should be a number of

situations in either mar6eting or ersonal or other fun!tions4 9hi!h !an be !lassified or

sub+!lassified under Produ!tion and O erations Management0 For e=am le4 $a' The

hysi!al distribution of items to the users or !ustomers4 $b' The arrangement of !olle!tion

of mar6eting information4 $!' The a!tual sele!tion and re!ruitment ro!ess4 $d' The a er

flo9 and !on7ersion of data into information usable by the 8udge in a !ourt of la94 et!0

LThe !on7ersion here is subtle4 unli6e manufa!turing 9hi!h is ob7ious0 ;hile in !ase $a'

and $b' it is

the !on7ersion of L la!e and L ossession !hara!teristi! of rodu!t4 %n $!' and $d' it is the

!on7ersion of the Lstate and !hara!teristi!s0 And using hysi!al resour!es effe!ts this

L!on7ersion 0 The in ut and K or out ut !ould also be non+ hysi!al su!h as Linformation 4

but the !on7ersion ro!ess uses hysi!al resour!es in addition to other non+ hysi!al

resour!es0 The management of the use of hysi!al resour!es in addition to other non+

hysi!al resour!es for the !on7ersion ro!ess is 9hat distinguishes

rodu!tion and o erations management from other fun!tional dis!i lines0

Produ!tion and O erations Management systems are also des!ribed as ro7iding hysi!al

goods or ser7i!es0 ;hen 9e say that the Central &o7ernment ro7ides ser7i!e and the

%ndian Airlines ro7ide ser7i!e these are t9o entirely t9o different !lasses of utilities and

!onse<uently the ob8e!ti7e and !riteria for referen!e 9ill ha7e to be entirely different for

these t9o !ases0

;e may say that the a!tual rodu!tion and o erations management systems are <uite

O erations Management !om le= in7ol7ing multi le utilities to be ro7ided to the

!ustomer4 9ith a mi= of hysi!al and non+ hysi!al in uts and out uts and erha s 9ith a

multi li!ity of !ustomers0

.C. 6#T:6#A O& $:6&O6-A" :?

Three aims of performan!e of the $rodu!tion and Operations -anagement system

may /e identified.

They are '

8a9 :ffe!tiveness

8/9 ustomer satisfa!tion8!9 :ffi!ien!y.

23



The !ase of Effi!ien!y is rodu!ti7e utili"ation of resour!es is !lear0 ;hether the

organi"ation is in L ri7ate se!tor or in the L ubli! se!tor 4 is a Lmanufa!turing or Lnon+

manufa!turing organi"ation or a L rofit or a Lnon+ rofit organi"ation4 the o timal

utili"ation of resour!e in uts is al9ays a desired ob8e!ti7e0 The effe!ti7eness has more

dimensions to it0 %t in7ol7es o timality in the fulfilment of multi le ob8e!ti7es 9ith a

ossible rioriti"ation 9ithin the ob8e!ti7es0 Modern rodu!tion and o erations

management has to ser7e the target !ustomers4 the eo le 9or6ing 9ithin4 as also the

region4 !ountry or so!iety at large0 Thus Produ!tion K O erations Management system4 has

not only to be rofitable and K or effi!ient4 but must ne!essarily satisfy many more

!ustomers0 This effe!ti7eness has to be again 7ie9ed in terms of the short and long+term

hori"ons de ending u on the o erations system0

Optimum+ 4ood+ Better operations management !an improve?

8i9Effi!ien!y of o eration system to do things right and broader !on!e t0

$ii' Effe!ti7eness of o eration system refers to doing right things that is se7en rights4

They are?

• 6ight operation+

• 6ight uantity+

• 6ight uality+

• 6ight 5upplier or 6ight ;endor+

• 6ight Time+

• 6ight $la!e

• 6ight $ri!e.

Basi!ally+ effi!ien!y and effe!tiveness of the operations system !an /e measured /y

four dimensions+ they are?

8i9 ost+

8ii9 uality+

8iii9 ,ependa/ility

8iv9 6elia/ility.

24



#n fa!t+ these dire!tly relate to the !ompetitiveness of the organization+ /oth

nationally and internationally. -odern developments in /etter tools and te!hniIues+

methods and systems like Automation+ &leEi/le manufa!turing+ A,+) $rodu!tion

,:&#"#T#O" O& $6O,< T#O" -A"A4:-:"T

#t may /e defined as?

8i9 The performan!e of the management a!tivities with regards to sele!ting+

designing+ operating+ ontrolling and updating produ!tion system.

8ii9 #t is the pro!esses of effe!tively planning+ !oordinating and !ontrolling the

produ!tion+ that is the operations of that part of an enterprise+ it means to say that

produ!tion and operations -anagement is responsi/le for the a!tual transformation

of raw materials into finished produ!ts.

8iii9 $rodu!tion management is a fun!tion of -anagement+ related to planning+

!oordinating and !ontrolling the resour!es reIuired for produ!tion to produ!e

spe!ified produ!t /y spe!ified methods+ /y optimal utilization of resour!es.

8iv9 $rodu!tion management is defined as management fun!tion whi!h plans+

organizes+ !oordinates+ dire!ts and !ontrols the material supply and $ro!essing

a!tivities of an enterprise+ so that spe!ified produ!ts are produ!ed /y spe!ified

methods to meet an approved sales programme. These a!tivities are /eing !arried

out in su!h a manner that %a/our+ $lant and apital availa/le are used to the /est

advantage of the organization.

.1. OB@: T#;: O& $6O,< T#O" -A"A4:-:"T

The ob8e!ti7e of Produ!tion Management is to rodu!e the desired rodu!t or s e!ified

rodu!t by s e!ified methods so that the o timal utili"ation of a7ailable resour!es is met

9ith0 >en!e the rodu!tion management is res onsible to rodu!e the desired rodu!t4

9hi!h has mar6etability at the !hea est ri!e by ro er lanning4 the man o9er4 materialand ro!esses0 Produ!tion management must see that it 9ill deli7er right goods of right

25



<uantity at right la!e and at right ri!e0 ;hen the abo7e ob8e!ti7e is a!hie7ed + we say

that 9e ha7e effe!ti7e Produ!tion Management system0

.2. 5 O$: O& $6O,< T#O" -A"A4:-:"T?

%n fa!t4 9e a ly Prin!i les of ManagementI and fun!tions of Management in our day+to+

day life0 ;e all 6no94 from morning till night4 9e lan our a!ti7itiesI 9e !oordinate

a7ailable resour!es and !ontrol our a!ti7ities to a!hie7e !ertain goals0 So also any

organi"ation must follo9 the Prin!i les of Management for its sur7i7al and gro9th0 The

same is a li!able to rodu!tion Management also0 Reading and learning Produ!tion

Management 9ill enable one to be !a able of sol7ing the roblems of the organi"ation4

may be an Edu!ational %nstitution4 Produ!tion Sho 4 >os ital4 2e artmental sho or e7en

a barber sho 0

The roblems a manager fa!e in 7arious organi"ations are more or less similar to that of

Produ!tion de artment but smaller in magnitude0 >en!e the 6no9ledge of Produ!tion

Management 9ill hel any rofessional Manager to ta!6le the roblems of his business

easily0

For e=am le# The Produ!tion Management !onsists of Planning4 sele!tion of materials4

lanning of ro!esses4 Routing4 S!heduling and !ontrolling the a!ti7ities et!04 Ta6e the

e=am le of an Edu!ational %nstitutionK/ni7ersity0

>ere also sele!tion of ra9 students4 Planning of the Course ;or64 Edu!ating the students

and !ondu!ting the e=amination0 Therefore this 6no9ledge 9ill enable one to a ly

theProdu!tion and O erations Management rin!i les of Produ!tion Management to any

field of life 9ithout restri!tion0 >ere4 ;e ha7e to remember that the abo7e is also

a li!able to the management of a ser7i!e organi"ation and the management of a Pro8e!t0

>ere it is better to distinguish bet9een rodu!t4 Ser7i!e and Pro8e!t4 so as to hel the

reader to 6no9 on 9hi!h arti!ular as e!t of Produ!tion Management to ut mu!h

em hasis4 in managing a ser7i!e organi"ation or a ro8e!t0

$i' Produ!t# Manufa!turing system often rodu!es standardi"ed rodu!ts in large 7olumes0

The lant and ma!hinery ha7e a finite !a a!ity0 The fa!ilities !onstitute fi=ed !osts4 9hi!h

are allo!ated to the rodu!ts rodu!ed0 1ariable !osts4 su!h as4 labour !ost and materials!osts0 ;hile manufa!turing the rodu!t use 7alue and e!onomi! 7alues are added to the

26



rodu!t0 >en!e the rodu!t is a store of 7alues added during manufa!ture0 Be!ause the

in ut !osts and out ut !osts are measurable4 the rodu!ti7ity !an be measured 9ith !ertain

degree of a!!ura!y0 Produ!t !an be trans orted to the mar6ets and stored hysi!ally until it

is sold0

$ii' Ser7i!e# Ser7i!e system resent more un!ertainty 9ith res e!t to !a a!ity and !osts0

Ser7i!es are rodu!ed and !onsumed in the resen!e of the !ustomer0 ;e !annot store the

ser7i!e hysi!ally0 Be!ause of this the ser7i!e organi"ations4 su!h as >otels4 >os itals4

Trans ort Organi"ations and many other ser7i!e organi"ations the !a a!ity must be

suffi!iently or !ons!iously managed to a!!ommodate a highly 7ariable demand0

Sometimes ser7i!es li6e legal ra!ti!e and medi!al ra!ti!e in7ol7e Professional or

intelle!tual 8udgments4 9hi!h !annot be easily standardi"ed0 Be!ause of this the

!al!ulation of !ost and rodu!ti7ity is diffi!ult0

$iii' Pro8e!t# Pro8e!t system does not rodu!e standardi"ed rodu!ts0 The Plant4

Ma!hinery4 Men and Materials are often brought to ro8e!t site and the ro8e!t is

!om leted0 The ro8e!t is of big si"e and remains in the site itself after !om letion0 As the

!osts !an be !al!ulated and allo!ated to the ro8e!t 9ith !onsiderable a!!ura!y4

Produ!ti7ity !an be measured0 On!e the ro8e!t is !om leted4 all the resour!es are

remo7ed from site0

.D. B:":&#T5 ,:6#;:, &6O- :&&# #:"T $6O,< T#O" -A"A4:-:"T

The effi!ient Produ!tion Management 9ill gi7e benefits to the 7arious se!tions of the

so!iety0 They are#

$i' Consumer benefits from im ro7ed industrial Produ!ti7ity4 in!reased use 7alue in the

rodu!t0 Produ!ts are a7ailable to him at right la!e4 at right ri!e4 at right time4 in desired

<uantity and of desired <uality0

$ii' %n7estors# They get in!reased se!urity for their in7estments4 ade<uate mar6et returns4

and !reditability and good image in the so!iety0

$iii' Em loyee gets ade<uate ;ages4 Job se!urity4 im ro7ed 9or6ing !onditions and

in!reased Personal and Job satisfa!tion0

$i7' Su liers# ;ill get !onfiden!e in management and their bills !an be reali"ed 9ith out

any delay0$7' Community# !ommunity en8oys Benefits from e!onomi! and so!ial stability0

27



$7i' The Nation 9ill a!hie7e ros e!ts and se!urity be!ause of in!reased Produ!ti7ity and

healthy industrial atmos here0

. 0. &<" T#O"5 O& $6O,< T#O" -A"A4:-:"T ,:$A6T-:"T

The fun!tions of Produ!tion Management de end u on the si"e of the firm0 %n small firms

the rodu!tion Manager may ha7e to loo6 after rodu!tion lanning and !ontrol along

9ith Personnel4 Produ!tion and O erations Management Mar6eting4 Finan!e and

Pur!hase fun!tions0 %n medium si"ed firms4 there may be se arate managers for Personnel4

mar6eting and Finan!e fun!tions0 But the rodu!tion lanning and !ontrol and Pur!hase

and stores may be under the !ontrol of Produ!tion management de artment0 %n large si"ed

firms the a!ti7ities of Produ!tion Management is !onfined to the management of

rodu!tion a!ti7ities only0 As su!h4 there are no hard and fast rule or guidelines to s e!ify

the fun!tion of Produ!tion Management4 but in the a!ademi! interest 9e !an mention

some of the fun!tions4 9hi!h are loo6ed after by the Produ!tion Management de artment0

They are?

8i' Materials# The sele!tion of materials for the rodu!t0 Produ!tion manager must ha7e

sound 5no9ledge of materials and their ro erties4 so that he !an sele!t a ro riate

materials for his rodu!t0 Resear!h on materials is ne!essary to find alternati7es to satisfy

the !hanging needs of the design in the rodu!t and a7ailability of material resumes0

$ii' Methods# Finding the best method for the ro!ess4 to sear!h for the methods to suit

the a7ailable resour!es4 identifying the se<uen!e of ro!ess are some of the a!ti7ities of

Produ!tion Management0

$iii' Ma!hines and E<ui ment# Sele!tion of suitable ma!hinery for the ro!ess desired4

designing the maintenan!e oli!y and design of layout of ma!hines are ta6en !are of by

the Produ!tion Management de artment0

$i7' Estimating# To fi= u the Produ!tion targets and deli7ery dates and to 6ee the

rodu!tion !osts at minimum4 rodu!tion management de artment does a thorough

28



estimation of Produ!tion times and rodu!tion !osts0 %n !om etiti7e situation this 9ill hel

the management to de!ide 9hat should be done in arresting the !osts at desired le7el0

$7' :oading and S!heduling# The Produ!tion Management de artment has to dra9 the

timetable for 7arious rodu!tion a!ti7ities4 s e!ifying 9hen to start and 9hen to finish the

ro!ess re<uired0 %t also has to dra9 the timings of materials mo7ement and lan the

a!ti7ities of man o9er0 The s!heduling is to be done 6ee ing in mind the loads on hand

and !a a!ities of fa!ilities a7ailable0

$7i' Routing# This is the most im ortant fun!tion of Produ!tion Management de artment0

The Routing !onsists of fi=ing the flo9 lines for 7arious ra9 materials4 !om onents et!04

from the stores to the a!6ing of finished rodu!t4 so that all !on!erned 6no9s 9hat

e=a!tly is ha ening on the sho floor0

$7ii' 2es at!hing# The Produ!tion Management de artment has to re are 7arious

do!uments su!h as Job Cards4 Route sheets4 Mo7e Cards4 %ns e!tion Cards for e7ery

!om onent of the rodu!t0 These are re ared in a set of fi7e !o ies0 These do!uments are

to be released from Produ!tion Management de artment to gi7e green signal for starting

the rodu!tion0 The a!ti7ities of the sho floor 9ill follo9 the instru!tions gi7en in these

do!uments0 A!ti7ity of releasing the do!ument is 6no9n as dis at!hing0

$7iii' E= editing or Follo9 u # On!e the do!uments are dis at!hed4 the management

9ants to 6no9 9hether the a!ti7ities are being !arried out as er the lans or not0

E= editing engineers go round the rodu!tion floor along 9ith the lans4 !om are the

a!tual 9ith the lan and feed ba!6 the rogress of the 9or6 to the management0 This 9ill

hel the management to e7aluate the lans0

$i=' %ns e!tion# >ere ins e!tion is generally !on!erned 9ith the ins e!tion a!ti7ities

during rodu!tion4 but a se arate <uality !ontrol de artment does the <uality ins e!tion4

9hi!h is not under the !ontrol of Produ!tion Management0 This is true be!ause4 if the

<uality ins e!tion is gi7en to rodu!tion Management4 then there is a !han!e of <ualifying

the defe!ti7e rodu!ts also0 For e=am le Tea!hing and e=amining of students is gi7en to

the same erson4 then there is a ossibility of assing Produ!tion and O erations

29



Management all the students in the first grade0 To a7oid this situation an e=ternal erson

does !orre!tion of ans9er s!ri ts4 so that the <uality of ans9ers are !orre!tly 8udged0

$=' E7aluation# The Produ!tion de artment must e7aluate itself and its !ontribution in

fulfilling the !or orate ob8e!ti7es and the de artmental ob8e!ti7es0 This is ne!essary for

setting u the standards for future0 ;hat e7er may be the si"e of the firmI Produ!tion

management de artment alone must do Routing4 S!heduling4 :oading4 2is at!hing and

e= editing0

%n medium si"ed firms in addition to Routing4 S!heduling and :oading4 2is at!hing and

e= editing4 some more fun!tions li6e Methods4 Ma!hines may be under the !ontrol of

Produ!tion Management 2e artment0 %n large firms4 there 9ill be Se arate de artments

for Methods4 Ma!hines4 Materials and others but routing4 loading and s!heduling are the

sole fun!tions of Produ!tion Management0 All the abo7e ten fun!tions are !ategori"ed in

three stage4 that is Pre lanning4 Planning and !ontrol stages as sho9n in figure

. . $%A : O& $6O,< T#O" -A"A4:-:"T ,:$A6T-:"T #" TH:

O64A"#5AT#O"

Produ!tion is the !enter of all a!titi7ities of an organi"ation0 This is to say all the a!ti7ities

of an organi"ation4 su!h as# Finan!e4 Personnel4 Mar6eting000et!04 are e=ists in an

organi"ation be!ause of4 rodu!tion a!ti7ity0 >en!e the osition of Produ!tion

Management in an organi"ation is 7ery im ortant0 ;hether it should be a line fun!tion or

30



Staff fun!tion4 more or less de ends u on the !or orate management oli!y0 %n small

organi"ation4 Produ!tion Management is 9hole and sole of it0 %n large- Produ!tion and

O erations Management industries4 generally it is ad7isable to ha7e Produ!tion as line

fun!tion4 be!ause4 the de!ision ta6en by the line manager and the ad7i!es gi7en by the

Staff ersonnel 9ill be based on the Produ!tion a!ti7ities0 The Produ!tion Manager4

dire!tly re ort to &eneral Manager4 9ho in turn re ort to the Board0

*0*(0 T?PES OF PRO2/CT%ON S?STEMS

The organi"ation of manufa!turing systems4 also lanning and !ontrol of rodu!tion

greatly de ends on ty e of rodu!t ty e of the rodu!t line0 Basi! rin!i les that guide the

formation of lanning oli!y and its e=e!ution may be the same for all the manufa!turing

!on!erns0 But em hasis on a arti!ular as e!t of rodu!tion management in fulfilling of

s e!ifi! re<uirement of the lant and the management a roa!h to the roblems of

in7entory4 ma!hine sele!tion4 ma!hine setting4 tooling4 routing4 s!heduling4 loading4

follo9 u and general !ontrol 9ill differ de ending on the ty e of rodu!tion system0

Three main fa!tors generally determine these as e!ts are#

$i' Ty e of rodu!tion i0e04 <uantities of finished rodu!ts and regularity of manufa!ture0

For e=am le 9hether Job rodu!tion or Bat!h Produ!tion or Continuous Produ!tion0

$ii' Si"e of the Plant i0e04 Small %ndustry4 Medium si"ed %ndustry or :arge %ndustry0

$iii' Ty e of Produ!tion# %n general there are three !lassifi!ations in ty es of Produ!tion

system0

They are dis!ussed belo90

$a' Job Produ!tion# %n this system Produ!ts are manufa!tured to meet the re<uirements of

a s e!ifi! order0 The <uality in7ol7ed is small and the manufa!turing of the rodu!t 9ill

ta6e la!e as er the s e!ifi!ations gi7en by the !ustomer0 This system may be further!lassified as0

31





A Bat!h Produ!ed eriodi!ally at 6no9n %nter7als# >ere the firm either re!ei7es order

from the !ustomer at regular inter7als or it may rodu!e the rodu!t to satisfy the demand0

%t !an ha7e 9ell designed file of its lans4 material re<uirement and instru!tions for the

ready referen!e0 %t !an also ur!hase materials re<uired in bul6 in ad7an!e0 As the

fre<uen!y of regular orders goes on in!reasing the Bat!h Produ!tion system be!omes

Mass Produ!tion System0

>ere also4 in!ase the demand for a arti!ular rodu!t !eases4 the lant and ma!hinery !an

be used for rodu!ing other rodu!ts 9ith slight modifi!ation in layout or in ma!hinery

and e<ui ment0

$!' Continuous Produ!tion# Continuous Produ!tion system is the s e!iali"ed manufa!ture

of identi!al rodu!ts on 9hi!h the ma!hinery and e<ui ment is fully engaged0 The

!ontinuous rodu!tion is normally asso!iated 9ith large <uantities and 9ith high rate of

demand0

Hen!e the advantage of automati! produ!tion is taken. n This system is !lassified as

$i' Mass Produ!tion# >ere same ty e of rodu!t is rodu!ed to meet the demand of an

assembly line or the mar6et0 This system needs good lanning for material4 ro!ess4

maintenan!e of ma!hines and instru!tion to o erators0 Pur!hases of materials in bul6

<uantities is ad7isable0

$ii' Flo9 Produ!tion# The differen!e bet9een Mass and Flo9 Produ!tion is the ty e of

rodu!t mand its relation to the lant0 %n Mass Produ!tion4 identi!al rodu!ts are rodu!ed

in large numbers0 %f the demand falls or !eases4 the ma!hinery and e<ui ment4 after slight

modifi!ation be used for manufa!turing rodu!ts of similar nature0

%n flo9 rodu!tion4 the lant and e<ui ment is designed for a s e!ified rodu!t0 >en!e if

the demand falls for the rodu!t or !eases4 the lant !annot be used for manufa!turing

other rodu!ts0 %t is to be s!ra ed0

The e=am les for the abo7e dis!ussed rodu!tion system are +

33



$i' Job Produ!tion Sho # Tailors sho I !y!le and 7ehi!les re air sho s4 Job ty ing sho s4

small ;or6sho s0

$ii' Bat!h Produ!tion Sho # Tyre Produ!tion Sho s4 Readymade dress !om anies4

Cosmeti! manufa!turing !om anies000et!0

$iii' Mass Produ!tion Sho s# Com onents of industrial rodu!ts4

$i7' Flo9 Produ!tion# Cement Fa!tory4 Sugar fa!tory4 Oil refineries000et!04

TH: $6O,< T#O" Y %:

The rodu!tion !y!le starts from Mar6et Resear!h0 Mar6et resear!h re7eals !onsumer

referen!es and needs0 The mar6eting de artment 9ill transfer this information to the

design de artment0

The design de artment basing on the information re!ei7ed from mar6eting de artment

designs the rodu!t to fulfill !onsumer needs and su lies design s e!ifi!ations and

dra9ings to rodu!tion de artment0

The rodu!tion de artment 7erifies 9hether the rodu!t !an be manufa!tured 9ith the

te!hnology and s6ill a7ailable in the firm0 %f yes it 9ill gi7e the a!!e tan!e0 Other9ise the

Produ!tion Manager4 2esign engineer and Mar6eting Manager4 dis!uss together and ma6e

alterations in the rodu!t4

34



35



hapter C? O/servations and &indings during 5ummer internship

,uring the summer internship+ # !ame a!ross some loopholes+ whi!h are as

follows?

• Brigh9ay" has uni<ue rodu!t but they 9ere la!6ing in effe!ti7e ba!69ard

integration of the resour!es00

• Brigh9ay" does not ha7e ro er CMS H Content management system for

maintaining all rele7ant databases li6e Arti!les4 Management Jargons and notes0

• Bright9ay" is la!6ing in maintaining the ro er !oordination bet9een their

internal de artments0

• Bright9ay" not able to !reate there 7isibility through big banner4 sti!6ers and fle=

in all o7er Mumbai0

•

Bright9ay" not able to satisfy the basi! doubts4 9hi!h are arising in the minds of

Consumer0

• Bright9ay" is not ro7iding the ro er attention to the small areas 9hi!h need to

be handled li6e ro er de artmentalisation et!0

• Bright9ay" has to fast in their a roa!h0 They ha7e di7ersified rodu!ts and

<uality oriented rodu!ts0 But then also they defeated by lo!al layers0 Bright9ay"

has to thin6 on this issue and has to !ome 9ith ro er strategy0

• Bright9ay" is not fo!using on all area0 E0g0 Mumbai# They ha7e not rea!h u to

the 6alyan !ity 9hose o ulation !ity is more than ( la!6s0

36



%n order to !o7er all these dra9ba!6s mentioned4 % did some resear!h on a7ailable

resour!es a7ailable 9ith the Bright9ay" and tried to bring the synergy bet9een all the

ro!ess0

hapter *? Operational methodology and &ramework

Bright9ay" has follo9ing de artment under their domain0 They are as mentioned belo9#

Mar6eting

O erations

Finan!e

A!!ounts

Content 2e artment

Sales

Their roles as follows ?

*' -arketing ,epartment # Mar6eting de artment is !onsistently 9or6ing on

!reating brand elements li6e bro!hure4 logos4 9ebsite4 resentations and

Pam hlets0

(' Operational ,epartment # O erational de artment is 9or6ing on !reating arti!les

for the enrolled students4 maintaining ro er agreement 9ith all la!ementagen!ies0

.' &inan!e and A!!ount ,epartment? Finan!e de artment is !olle!ting all

ne!essary fees from enrolled students and maintaining all ne!essary do!uments

related to finan!e and a!!ounting0

,' ontent ,epartment # Bright9ays is offering uni<ue ser7i!e of ro7iding 7arious

inno7ati7e arti!les to enrolled students0 These arti!les 7ary from 7arious se!tors

37



li6e %nternational Politi!s4 2omesti! Mar6et4 S orts4 Mar6eting4 Finan!e4 Systems

and many more0 Content Management system de artment 6ee ing the tra!6 of all

the rele7ant tra!6 of the arti!les and mailing them to all registered !andidates

through Content Management System0

' 5ales ,epartment? Sales de artment is !onsistently 9or6ing on ta ing 7arious

edu!ation institutes to !reate effi!ient lead generation for the bright9ay"0

-anagement for all a/ove motioned domain was as follows ?

*' Managing 2ire!tor

(' >ead for E7ery 2omain

.' Manager under the >ead of 2omain

,' E=e!uti7e re orting to e7ery manager

After studying the entire organisation4 % did the study of su orting a!ti7ities re<uired for

the smooth fun!tioning of Bright9ay"0 They all are as mentioned belo9 #

*' ;ebsite !ontent management

(' Arti!le management

.' Regular Email to All registered !andidates

,' Tie u 9ith All !onsultan!ies

' Ne!essary follo9+u 9ith Sales team0

There pro!ess as follows ?

38

Sales Team :Lead generationand conversion

MarketingTeam : Brand

element



&low of various a!tivities whi!h !an /e given to all students as mentioned in defined

manner ?

39

ContentManagement

Team

Finance andAccount Team



;hen Bright9ay" offering 7arious abo7e mentioned ser7i!es4 it has to be gi7en in a timely

manner0So as a o erational summer trainee4 % designed a yearly !alendar !onsidering

a7ailable resour!es and !urrent MBA s!hedule0 This entire s!hedule is hel ing Bright9ay"

to gi7e stru!tured and systemati! a roa!h to target audien!e0 As abo7e ser7i!es is ta6ing

!are of all the a7ailable resour!es and training la!ement !alendar0

hapter 1? Training and $la!ement !alendar

Training and $la!ement 5!hedule ' --5J-BA st year !ourse 8Year? (0 (' 9

-onth eek A!tivities :Eplanation

st Year

August .rd 9ee6 Eye+O ener Seminar Eminent ersonalities from industry interfa!e 9ill intera!t 9ith

students

, a i l y

A r t i ! l e s

,th 9ee6 Personality test+*st hase %ntera!tion 9ith students on one+to+one basis

5eptem/er *st 9ee6 S e!iali"ation seminar Ma6e students understand 7arious s e!iali"ation fields of

Management i0e0 >R4 Mar6eting4 Finan!e4 O erations4Systems

.rd 9ee6 Eye+O ener Seminar Eminent ersonalities from industry interfa!e 9ill intera!t 9ith

students

,th 9ee6 E=!el 3 Po9erPointSeminar

Ma6e students rofi!ient 9ith the basi!s of Po9erPoint andE=!el4 so that !om anies re!ruiting them e= erien!e faster

rodu!ti7ity0

O!to/er (nd 9ee6 Personality test+(nd hase Analysis 9ith students on one+to+one basis0


students

,th 9ee6 Resume Ser7i!e +*st hase S6ills of Resume 9riting on one+to+one basis0

"ovem/er *st 9ee6 Eye+O ener Seminar Eminent ersonalities from industry interfa!e 9ill intera!t 9ith

students (nd 9ee6 A!ademi! &yan Thorough a!ademi! in uts from /ni7ersity To ers

,e!em/er No A!ti7ity 2ue to E=am S!hedules 3 1a!ation

@anuary (nd 9ee6 Eye+O ener Seminar Eminent ersonalities from industry interfa!e 9ill intera!t 9ith

students

,th 9ee6 Resume Ser7i!e+ (nd hase Finali"ation of the resumes on indi7idual basis0

&e/ruary *st 9ee6 Management Jargon >o9 to a tly use Management Jargons in %ndustry


students

-ar!h *st 9ee6 Summer Pla!ement

Pre aredness

/nderstanding the s!o e of interest and rofile for ea!h student

on one+to+one basis .rd 9ee6 Eye+O ener Seminar Eminent ersonalities from industry interfa!e 9ill intera!t 9ith

40



students

April (nd 9ee6 A!ademi! &yan Thorough a!ademi! in uts from /ni7ersity To ers

-ay *st 9ee6 Summer Pla!ement Re ort&uidan!e /ni7ersity a!!laimed 9ay of ma6ing ro8e!t re ort guidan!e

@une S/MMER PROJECT

Training and $la!ement 5!hedule for ( nd Year

Traning and $la!ment 5!hedule ' --5J-BA (nd year !ourse 8Year? (0 (' 9

-onth eek A!tivities :Eplaination

(nd Year

@uly (nd 9ee6 Eye+O ener Seminar Eminent ersonalities from industry interfa!e 9illintera!t 9ith students

, a

i l y A r t i ! l e s

.rd 9ee6 S e!ialisation seminar To ma6e students a9are about 7arious s e!ifi!

mi!ro fields under e7ery s e!iali"ation

August .rd 9ee6 Eye+O ener Seminar Eminent ersonalities from industry interfa!e 9ill

intera!t 9ith students

,th 9ee6 Personality test+*st hase %ntera!tion 9ith students on one+to+one basis

5eptem/er *st 9ee6 S e!iali"ation seminar Ma6e students understand 7arious s e!iali"ationfields of Managing i0e0 >R4 Mar6eting4 Finan!e4

O erations4Systems

.rd 9ee6 Eye+O ener Seminar Eminient ersonalities from industry interfa!e 9ill


,th 9ee6 E=!el 3 Po9e oint Seminar Ma6e students rofi!ient 9ith the basi!s of

Po9er oint and E=!el4 so that !om anies re!ruitingthem e= erien!e faster rodu!ti7ity0

O!to/er (nd 9ee6 Personality test+(nd hase Analysis 9ith students on one+to+one basis0

.rd 9ee6 Eye+O ener Seminar Eminent ersonalities from industry interfa!e 9ill


,th 9ee6 Resume Ser7i!e +*st hase S6ills of Resume 9riting on one+to+one basis0

"ovem/er *st 9ee6 Eye+O ener Seminar Eminent ersonalities from industry interfa!e 9illintera!t 9ith students

(nd 9ee6 A!ademi! &yan Thorough a!ademi! in uts from /ni7ersity To ers

,e!em/er

;inter Pro8e!t Assistan!e 3 Re ort Pre aredness

@anuary (nd 9ee6 Eye+O ener Seminar Eminent ersonalities from industry interfa!e 9ill


,th 9ee6 Resume Ser7i!e+ (nd hase Finali"ation of the resumes on indi7idual basis0

&e/ruary *st 9ee6 Management Jargon >o9 to a tly use Management Jargons in %ndustry

.rd 9ee6 Eye+O ener Seminar Eminent ersonalities from industry interfa!e 9illintera!t 9ith students

41



-ar!h *st 9ee6 Final Pla!ement Pre aredness/nderstanding the s!o e of interest and rofile for

ea!h student on one+to+one basis

April (nd 9ee6 A!ademi! &yanThorough a!ademi! in uts from /ni7ersity

To ers

-ay Final Pla!ement Assistan!e

hapter 2? 5tudy of $resent operational framework

$rodu!t life'!y!le management $or $% - ' is the su!!ession of strategies used by business

management as a rodu!t goes through its life+!y!le0 The !onditions in 9hi!h a rodu!t is

sold $ad7ertising4 saturation' !hanges o7er time and must be managed as it mo7es through its

su!!ession of stages0

$rodu!t life'!y!le 8$% 9 :i6e human beings4 rodu!ts also ha7e an ar!0 From birth to

death4 human beings ass through 7arious stages e0g0 birth4 gro9th4 maturity4 de!line and

death0 A similar life+!y!le is seen in the !ase of rodu!ts0 The rodu!t life !y!le goes

through multi le hases4 in7ol7es many rofessional dis!i lines4 and re<uires many s6ills4

tools and ro!esses0 Produ!t life !y!le $P:C' has to do 9ith the life of a rodu!t in the

mar6et 9ith res e!t to businessK!ommer!ial !osts and sales measures0 To say that a

rodu!t has a life !y!le is to assert three things#

Produ!ts ha7e a limited life4 and thus e7ery rodu!t has life !y!le

Produ!t sales ass through distin!t stages4 ea!h osing different !hallenges4

o ortunities4 and roblems to the seller4

Produ!ts re<uire different mar6eting4 finan!ing4 manufa!turing4 ur!hasing4 and

human resour!e strategies in ea!h life !y!le stage

The four main stages of a rodu!t s life !y!le and the a!!om anying !hara!teristi!s are#

5tage hara!teristi!s

*0-arket

introdu!tion stage

*0 !osts are 7ery high

(0 slo9 sales 7olumes to start

.0 little or no !om etition

42



,0 demand has to be !reated

0 !ustomers ha7e to be rom ted to try the rodu!t

0 ma6es no money at this stage

(0 4rowth stage

*0 !osts redu!ed due to e!onomies of s!ale

(0 sales 7olume in!reases signifi!antly

.0 rofitability begins to rise

,0 ubli! a9areness in!reases

0 !om etition begins to in!rease 9ith a fe9 ne9 layers in

establishing mar6et

0 in!reased !om etition leads to ri!e de!reases

.0 -aturity stage

*0 !osts are lo9ered as a result of rodu!tion 7olumes

in!reasing and e= erien!e !ur7e effe!ts

(0 sales 7olume ea6s and mar6et saturation is rea!hed

.0 in!rease in !om etitors entering the mar6et

,0 ri!es tend to dro due to the roliferation of !om eting

rodu!ts

0 brand differentiation and feature di7ersifi!ation is

em hasi"ed to maintain or in!rease mar6et share

,0 5aturation and

de!line stage

*0 !osts be!ome !ounter+o timal

(0 sales 7olume de!line

.0 ri!es4 rofitability diminish

,0 rofit be!omes more a !hallenge of rodu!tionKdistribution

effi!ien!y than in!reased sales

Another fa!tor is that differing rodu!ts 9ould ossess different P:C sha es 0 A fad

rodu!t 9ould hold a stee slo ed gro9th stage4 a short maturity stage4 and a stee slo ed

de!line stage0 A rodu!t su!h as Co!a Cola and Pe si 9ould e= erien!e gro9th4 but also a

43



!onstant le7el of sales o7er a number of de!ades0 %t !an robably be said that a gi7en

rodu!t $or rodu!ts !olle!ti7ely 9ithin an industry' may hold a uni<ue P:C sha e4 and

the ty i!al P:C model !an only be used as a rough guide for mar6eting management0 This

is 9hy its !alled the rodu!t life !y!le0 The duration of P:C stages is un redi!table0 %t is

not ossible to redi!t 9hen maturity or de!line 9ill begin0 Stri!t adheren!e to P:C !an

lead a !om any to misleading ob8e!ti7es and strategy res!ri tions0

&a!tors #ntrodu!tion 4rowth -aturity ,e!line

Sales :o9 >igh >igh :o9

%n7estmentCost 1ery >igh >igh$:o9er than intro stage' :o9 :o9

Com etition :o9 or no !om etition >igh 1ery >igh :o9

Ad7ertising 1ery >igh >igh >igh :o9

Profit :o9 >igh >igh :o9

%n industry4produ!t life!y!le management $$%- ' is the ro!ess of managing the entirelife!y!le of a rodu!t from its !on!e tion4 through design and manufa!ture4 to ser7i!e and

dis osal0 * P:M integrates eo le4 data4 ro!esses and business systems and ro7ides a

rodu!t information ba!6bone for !om anies and their e=tended enter rise0

P:M systems hel organi"ations in !o ing 9ith the in!reasing !om le=ity and engineering

!hallenges of de7elo ing ne9 rodu!ts for the global !om etiti7e mar6ets

Produ!t life!y!le management $P:M' should be distinguished from Produ!t life !y!le

management $mar6eting' $P:CM'0 P:M des!ribes the engineering as e!t of a rodu!t4

44

http://en.wikipedia.org/wiki/Product_lifecycle_(engineering)#cite_note-0

http://en.wikipedia.org/wiki/Product_lifecycle_(engineering)#cite_note-0



from managing des!ri tions and ro erties of a rodu!t through its de7elo ment and

useful lifeI 9hereas4 P:CM refers to the !ommer!ial management of life of a rodu!t in

the business mar6et 9ith res e!t to !osts and sales measures0

Produ!t life!y!le management is one of the four !ornerstones of a!or oration s information te!hnology stru!ture0 All !om anies need to manage

!ommuni!ations and information 9ith their !ustomers $CRM+ !ustomer relationshi

management '4 their su liers $SCM+ su ly !hain management '4 their resour!es 9ithin the

enter rise $ERP+enter rise resour!e lanning ' and their lanning $S2:C+ systems

de7elo ment life !y!le '0 %n addition4 manufa!turing engineering !om anies must also

de7elo 4 des!ribe4 manage and !ommuni!ate information about their rodu!ts0

One form of P:M is !alled eo le+!entri! P:M0 ;hile traditional P:M tools ha7e beende loyed only on release or during the release hase4 eo le+!entri! P:M targets the

design hase0

As of ())D4 %CT de7elo ment $E/+funded PROM%SE ro8e!t ()),H())-' has allo9ed

P:M to e=tend beyond traditional P:M and integrate sensor data and real time life!y!le

e7ent data into P:M4 as 9ell as allo9ing this information to be made a7ailable to

different layers in the total life!y!le of an indi7idual rodu!t $!losing the information

loo '0

Benefits

2o!umented benefits of rodu!t life!y!le management in!lude#

Redu!ed time to mar6et

%m ro7ed rodu!t <uality

Redu!ed rototy ing !osts

More a!!urate and timely re<uest for <uote generation

Ability to <ui!6ly identify otential sales o ortunities and re7enue !ontributions

Sa7ings through the re+use of original data

A frame9or6 for rodu!t o timi"ation

Redu!ed 9aste

45

http://en.wikipedia.org/wiki/Information_technology

http://en.wikipedia.org/wiki/Customer_relationship_management


http://en.wikipedia.org/wiki/Supply_chain_management

http://en.wikipedia.org/wiki/Enterprise_resource_planning

http://en.wikipedia.org/wiki/Systems_development_life_cycle


http://en.wikipedia.org/wiki/Time_to_market

http://en.wikipedia.org/wiki/Prototyping

http://en.wikipedia.org/wiki/Conceptual_framework

http://en.wikipedia.org/wiki/Information_technology



http://en.wikipedia.org/wiki/Supply_chain_management

http://en.wikipedia.org/wiki/Enterprise_resource_planning



http://en.wikipedia.org/wiki/Time_to_market

http://en.wikipedia.org/wiki/Prototyping

http://en.wikipedia.org/wiki/Conceptual_framework



Sa7ings through the !om lete integration of engineering 9or6flo9s

2o!umentation that !an assist in ro7ing !om lian!e for

The !ore of P:M $ rodu!t life!y!le management' is in the !reations and !entralmanagement of all rodu!t data and the te!hnology used to a!!ess this information and

6no9ledge0 P:M as a dis!i line emerged from tools su!h as CA2 4CAM and P2M 4

but !an be 7ie9ed as the integration of these tools 9ith methods4 eo le and the

ro!esses through all stages of a rodu!t s life0 %t is not 8ust about soft9are te!hnology

but is also a business strategy0

For sim li!ity4 the stages des!ribed are sho9n in a traditional se<uential engineering

9or6flo90 The e=a!t order of e7ent and tas6s 9ill 7ary a!!ording to the rodu!t and

industry in <uestion but the main ro!esses are#

Con!ei7e

S e!ifi!ation

Con!e t design

2esign

2etailed design

1alidation and analysis $simulation'

Tool design

46

http://en.wikipedia.org/wiki/Computer-aided_design


http://en.wikipedia.org/wiki/Computer-aided_manufacturing

http://en.wikipedia.org/wiki/Product_data_management


http://en.wikipedia.org/wiki/Specification

http://en.wikipedia.org/wiki/File:Plm1.png


http://en.wikipedia.org/wiki/Computer-aided_manufacturing


http://en.wikipedia.org/wiki/Specification



Reali"e

Plan manufa!turing

Manufa!ture

BuildKAssemble

Test $ <uality !he!6 '

Ser7i!e

Sell and deli7er

/se

Maintain and su ort

2is ose

The ma8or 6ey oint e7ents are#

Order

%dea

5i!6+off

2esign free"e

:aun!h

The reality is ho9e7er more !om le=4 eo le and de artments !annot erform their tas6s

in isolation and one a!ti7ity !annot sim ly finish and the ne=t a!ti7ity start0 2esign is an

iterati7e ro!ess4 often designs need to be modified due to manufa!turing !onstraints or

!onfli!ting re<uirements0 ;here a !ustomer order fits into the time line de ends on the

industry ty e and 9hether the rodu!ts are for e=am le4 built to order4 engineered to order4

or assembled to order0

47

http://en.wikipedia.org/w/index.php?title=Quality_check&action=edit&redlink=1

http://en.wikipedia.org/wiki/Maintenance

http://en.wikipedia.org/wiki/Kick-off

http://en.wikipedia.org/w/index.php?title=Design_freeze&action=edit&redlink=1

http://en.wikipedia.org/w/index.php?title=Quality_check&action=edit&redlink=1

http://en.wikipedia.org/wiki/Maintenance

http://en.wikipedia.org/wiki/Kick-off

http://en.wikipedia.org/w/index.php?title=Design_freeze&action=edit&redlink=1



hapter 2.( $hases of produ!t life!y!le and !orresponding te!hnologies

Many soft9are solutions ha7e de7elo ed to organi"e and integrate the different hases of

a rodu!t s life!y!le0 P:M should not be seen as a single soft9are rodu!t but a !olle!tion

of soft9are tools and 9or6ing methods integrated together to address either single stages

of the life!y!le or !onne!t different tas6s or manage the 9hole ro!ess0 Some soft9are

ro7iders !o7er the 9hole P:M range 9hile others a single ni!he a li!ation0 Some

a li!ations !an s an many fields of P:M 9ith different modules 9ithin the same data

model0 An o7er7ie9 of the fields 9ithin P:M is !o7ered here0 %t should be noted ho9e7er

that the sim le !lassifi!ations do not al9ays fit e=a!tly4 many areas o7erla and many

soft9are rodu!ts !o7er more than one area or do not fit easily into one !ategory0 %t should

also not be forgotten that one of the main goals of P:M is to !olle!t 6no9ledge that !an be

reused for other ro8e!ts and to !oordinate simultaneous !on!urrent de7elo ment of many

rodu!ts0 %t is about business ro!esses4 eo le and methods as mu!h as soft9are

a li!ation solutions0 Although P:M is mainly asso!iated 9ith engineering tas6s it also

in7ol7es mar6eting a!ti7ities su!h as rodu!t ortfolio management $PPM'4 arti!ularly

48

http://en.wikipedia.org/wiki/Marketing


http://en.wikipedia.org/wiki/Product_portfolio_management







9ith regards to ne9 rodu!t de7elo ment $NP2'0 There are se7eral life+!y!le models in

industry to !onsider4 but most are rather similar0 ;hat follo9s belo9 is one ossible life+

!y!le modelI 9hile it em hasi"es hard9are+oriented rodu!ts4 similar hases 9ould

des!ribe any form of rodu!t or ser7i!e4 in!luding non+te!hni!al or soft9are+based

rodu!ts#

$hase ? on!eive

Imagine, specify, plan, innovate

The first stage in idea is the definition of its re<uirements based on !ustomer4 !om any4

mar6et and regulatory bodies 7ie9 oints0 From this s e!ifi!ation of the rodu!ts ma8or

te!hni!al arameters !an be defined0 Parallel to the re<uirements s e!ifi!ation the initial

!on!e t design 9or6 is !arried out defining the aestheti!s of the rodu!t together 9ith its

main fun!tional as e!ts0 For the industrial design 4 Styling4 9or6 many different media are

used from en!il and a er4 !lay models to .2 CA%2 !om uter+aided industrial

design soft9are0

%n some !on!e ts4 the in7estment of resour!es into resear!h or analysis+of+o tions may be

in!luded in the !on!e tion hase H e0g0 bringing the te!hnology to a le7el of maturity

suffi!ient to mo7e to the ne=t hase0 >o9e7er4 life+!y!le engineering is iterati7e0 %t is

al9ays ossible that something doesn t 9or6 9ell in any hase enough to ba!6 u into a

rior hase H erha s all the 9ay ba!6 to !on!e tion or resear!h0 There are many

e=am les to dra9 from0

$hase (? ,esign

,es!ri/e+ define+ develop+ test+ analyze and validate

This is 9here the detailed design and de7elo ment of the rodu!t s form starts4

rogressing to rototy e testing4 through ilot release to full rodu!t laun!h0

$hase ? 6ealize

Manufacture, make, build, procure, produce, sell and deliver

$hase )? 5ervi!e

<se+ operate+ maintain+ support+ sustain+ phase'out+ retire+ re!y!le and disposal

The final hase of the life!y!le in7ol7es managing of in ser7i!e information0 Pro7iding

!ustomers and ser7i!e engineers 9ith su ort information for re air and maintenan!e 4 as

49

http://en.wikipedia.org/wiki/New_product_development

http://en.wikipedia.org/wiki/Industrial_design

http://en.wikipedia.org/wiki/Computer-aided_industrial_design


http://en.wikipedia.org/wiki/Repair_and_maintenance

http://en.wikipedia.org/wiki/New_product_development

http://en.wikipedia.org/wiki/Industrial_design



http://en.wikipedia.org/wiki/Repair_and_maintenance



9ell as 9aste management Kre!y!ling information0 This in7ol7es using tools su!h as

Maintenan!e4 Re air and O erations Management $ MRO ' soft9are0

There is an end+of+life to e7ery rodu!t0 ;hether it be dis osal or destru!tion of material

ob8e!ts or information4 this needs to be !onsidered sin!e it may not be free fromramifi!ations0

All phases? produ!t life!y!le

Communicate, manage and collaborate

None of the abo7e hases !an be seen in isolation0 %n reality a ro8e!t does not run

se<uentially or in isolation of other rodu!t de7elo ment ro8e!ts0 %nformation is flo9ing

bet9een different eo le and systems0 A ma8or art of P:M is the !o+ordination and

management of rodu!t definition data0 This in!ludes managing engineering !hanges and

release status of !om onentsI !onfiguration rodu!t 7ariationsI do!ument managementI

lanning ro8e!t resour!es and times!ale and ris6 assessment0

hapter 2. $rodu!t %ife y!le 5tage

The romotional tools also 7ary in !ost effe!ti7eness at different stages of the

rodu!t life !y!le0

S a l e s

%ntrodu ! t ion & r o 9 t h Ma t u r i ty 2 e !li n e

$6O,< T %#&: Y %:

Tim e

50

http://en.wikipedia.org/wiki/Waste_management

http://en.wikipedia.org/wiki/Recycling

http://en.wikipedia.org/wiki/Maintenance,_Repair_and_Operations

http://en.wikipedia.org/wiki/Waste_management

http://en.wikipedia.org/wiki/Recycling

http://en.wikipedia.org/wiki/Maintenance,_Repair_and_Operations



i0 %n introdu!tion stage4 ad7ertising and ubli!ity ha7e the highest !ost effe!ti7eness

follo9ed by ersonal selling in order to gain distribution !o7erage and sales romotion

to indu!e trial0

ii0 At the gro9th stage4 all the tools !an be toned do9n be!ause demand has its o9n

momentum through 9ord of mouth0

iii0 %n the maturity stage4 sales romotion4 ad7ertising 3 ersonal selling all gro9 more

im ortant in that order0

i70 %n the de!line stage4 sales romotion !ontinues strong4 ad7ertising 3 ubli!ity are

redu!ed 3 sales eo le gi7e the rodu!t only minimal attention0

For Bright9ays 4 9e are going to ha7e M%S soft9are 9hi!h 9ill inform e7eyr sta6e holder

of the !om any about the day today fun!tions of the !om any as 9ell as the sales re ort

and mar6eting e= enses o!!urred for e7ery a!ti7ity from e7ery !ity0 Entire bright 9ays

team 9or6ing on that0

hapter D? Assignments !ompleted during internship

Brand element generation ? As a summer trainee+ e were part of designing logo+

/ro!hure and 20 s!hemes .

There look is as follows ?

%ogo ?

Bro!hure ?

51



2(0 5!heme ?

5o!ial -edia -arketing

Mar6eting has al9ays been a !ru!ial art of a business0 &ood !om anies ha7e be!ome

great on the sheer basis of effe!ti7e mar6eting strategies0 %n the era of huge !om etition4

organi"ations are going great length to ad7ertise and romote their rodu!ts and earn

7aluable !ustomer loyalty0 The !on!e t of mar6eting has 6e t e7ol7ing 9ith the assage

of time0 Com anies are for!ed to ado t ne9 !hanges in their mar6eting strategies to

remain rele7ant0 %f there is one fa!tor that has really affe!ted the 9ay mar6eting lans are

being defined then it must be te!hnology0

%n the ne9 !entury4 the mar6eting tools of earlier years 9ere rendered obsolete0 Those 9ho

manage to anti!i ate the !hanges and ado t them <ui!6ly ha7e better !han!es of sur7i7al0

So!ial media mar6eting is one su!h great !hange that many !om anies ha7e started to

a!!e t in a big 9ay0 Though4 it is still in a nas!ent stage but !anny mar6eting strategists

52



are already har ing onto the ne=t big mar6eting re7olution ta6ing la!e in form of so!ial

media mar6eting0

:-A#% -A67:T#"4 ?'

As a operational trainee+ # was the one who was the part of eEe!ution team who didthe email marketing with the help of outsour!ed email marketing agen!y.

:mail marketing is a form of dire!t mar6eting 9hi!h uses ele!troni! mail as a means of

!ommuni!ating !ommer!ial or fund+raising messages to an audien!e0 %n its broadest sense4

e7ery email sent to a otential or !urrent !ustomer !ould be !onsidered email mar6eting0

>o9e7er4 the term is usually used to refer to#

53

http://var/wiki/Direct_marketing

http://var/wiki/Electronic_mail

http://var/wiki/Direct_marketing

http://var/wiki/Electronic_mail



• sending email messages 9ith the ur ose of enhan!ing the relationshi of a

mer!hant 9ith its !urrent or re7ious !ustomers4 to en!ourage !ustomer loyalty

and re eat business4

• sending email messages 9ith the ur ose of a!<uiring ne9 !ustomers or

!on7in!ing !urrent !ustomers to ur!hase something immediately4

• adding ad7ertisements to email messages sent by other !om anies to their

!ustomers4 and

• sending email messages o7er the %nternet4 as email did and does e=ist outside the

%nternet $e0g04 net9or6 email and F%2O'0

5-5 -A67:T#"4 #+

-o/ile marketing !an refer to one of t9o !ategories of internet0 First4 and relati7ely ne94

is meant to des!ribe mar6eting on or 9ith a mobile de7i!e4 su!h as a !ell hone0 $this is ane=am le of hori"ontal tele!ommuni!ation !on7ergen!e '0 Se!ond4 and a more traditional

definition4 is meant to des!ribe mar6eting in a mo7ing fashion + for e=am le + te!hnology

road sho9s or mo7ing billboards0

Although there are 7arious definitions for the !on!e t of mobile mar6eting4 no !ommonly

a!!e ted definition e=ists0 Mobile mar6eting is broadly defined as Gthe use of the mobile

medium as a means of mar6eting !ommuni!ation@ or Gdistribution of any 6ind of

romotional or ad7ertising messages to !ustomer through 9ireless net9or6s@0 More

s e!ifi! definition is the follo9ing# Gusing intera!ti7e 9ireless media to ro7ide !ustomers

9ith time and lo!ation sensiti7e4 ersonali"ed information that romotes goods4 ser7i!es

and ideas4 thereby generating 7alue for all sta6eholders0

Mobile Marketing is a set of practices t at enables organi!ations to communicate and

engage "it t eir audience in an interactive and relevant manner t roug any mobile

device or net"ork#

54

http://var/wiki/Customer_loyalty

http://var/wiki/Advertisements

http://var/wiki/Internet

http://var/wiki/FIDO

http://var/wiki/Telecommunication_convergence

http://var/wiki/Customer_loyalty

http://var/wiki/Advertisements

http://var/wiki/Internet

http://var/wiki/FIDO

http://var/wiki/Telecommunication_convergence



orporate 5o!ial 6esponsi/ility

• ;e are !ommitted to s read the benefits 3 ros erity of booming e!onomies to

not 8ust the !lasses but also to the masses0 A !ertain er!entage of 9or6for!e is

deri7ed from the under ri7ileged as 9ell as from the !ountryside K rural

ba!6ground0

• ;e ha7e been asso!iated 9ith oliti!al arties to get in tou!h 9ith the masses

dire!tly0 These arties are doing many a!ti7ities for !hildren to !reate a9areness

about en7ironment0

• ;e are leased to announ!e that ma8ority of our users are offered FREE

Counselling Ser7i!es as art of our Philanthro i! %nitiati7e for So!ial Cause0

55



hapter 0? %#-#TAT#O"5

56



There are some limitations that might affe!t the result of the $ro3e!t?

"ew Brand? As this !om any is !om letely ne9ly formed !om any4 %t 9as

diffi!ult for entire management to set u the entire o erations 9ithin less eriod0

As it 9as ne9 !om any4 9e s end more than double time to 7erify the e7ery

ossible 9ay to !om lete gi7en tas6s to us0

$er!eption of respondent # As 9e ha7e !onta!ted different segments about the

re<uirement but ans9er4 9hi!h they ga7e de ends on the er!e tion of res ondent0

So our su!!ess de ends on the er!e tions and 6no9ledge of the res ondent0 %f

that !ustomer 9as !om letely a9are about that arti!ular rodu!t then he might

ha7e gi7en erfe!t ans9er for that <uestion0 Therefore4 er!e tion is limitation0

%imited knowledge # % am 9or6ing on this ro8e!t4 as a summer trainee first time4

so limited 6no9ledge of the entire mar6et re<uirement seems to be limitation for

these ro8e!ts0 So in future4 % 9ould li6e to get more 6no9ledge about the mar6et

needs by 9or6ing for this !om any0

%imited orkfor!e? Our !om any is ne9 in the mar6et so limited 9or6for!e 9as

a limitation for ro8e!t0 ;e 9ere the eo le 9ho 9ere doing the entire laun!h of

Bright9ays0

57



hapter ' O" %<5#O"

From this ro8e!t4 % !an !on!lude that there has to be an aggressi7e and strategi! a!tion

lan in order to get su!!ess in the mar6et0 As a MMS graduate4 % learned many essential

things 9hile 9or6ing on this ro8e!t0 This ro8e!t taught me the im ortan!e of o erational

resear!h and o erational methodology for maintaining smooth fun!tioning of the

!om any0

Com any has to in7est their time and resour!es for getting the e=a!t amount of

information from mar6et0 They ha7e to sho9 instant lan to remo7e some dra9ba!6s then

only they !an a!hie7e sustainable ad7antage in the !om etition0 Any !or orate should

ha7e e=!ellent and ro er !ommuni!ation lan4 9hi!h 9ill effe!ti7ely !on7ey your

message to your target !ustomer0

%n the !ase of Bright9ay"4 there are many roblems0 Bright9ay" has e=!ellent <uality in

their rodu!ts but they 9ere la!6ing in effe!ti7e o erational ro!ess to maintaining the

effe!ti7e !ommuni!ation bet9een their all sta6eholders and to integrate all su ort

a!ti7ities to ro7ide suitable rodu!t to end use0 % 9as fortunate to be!ome a integral art

of the team 9ho 9ere res onsible for bringing all abo7e mentioned !hanges in

organi"ation0

Bright9ay" has 7ariety of rodu!ts but they ha7e not laun!hed them in a aggressi7e

manner in an %ndian mar6et0 Bright9ay" has to !ome 9ith a effe!ti7e romotional lan

9hi!h 9ill in!rease the attention of other !ustomers to them00 They ha7e to go beyond

e=isting mar6eting methods to a!hie7e the su!!ess0 % ha7e tried my le7el best to ut all my

a7ailable 6no9ledge to formulate the ro!ess and ut them under one lin6 and that 9ill

hel Bright9ay" to build the brand image in the minds of their !onsumer0

58



hapter (? B#B%#O46A$HY

http?JJintermediamarketing.wordpress.!omJintegrated'marketing'!ommuni!ationJ

http?JJwww.zdnetasia.!omJso!ial'media'a'dou/le'edged'sword'for'sm/s'

*((01 C.htm

http?JJwww.m/aknol.!omJK

sL,ifferentMtoolsMofM#ntegratedM-arketingM ommuni!ationsM8#- 9

http?JJwww.so!ialmediamarketing.!omJ

http?JJfa!ta.3unis.ni.a!.rsJeaoJeao(000Jeao(000' .pdf

http?JJwww.slideworld.!omJslideshows.aspEJ#ntegrated'-arketing' ommuni!ations'

hapter' ('ppt'))C* (

http?JJwww.slideworld.!omJslideshows.aspEJ#ntegrated'-arketing' ommuni!ation'

5trategy'ppt'))CC0

http?JJen.wikipedia.orgJwikiJ#ntegratedNmarketingN!ommuni!ations

http?JJintermediamarketing.wordpress.!omJ(002J0CJ0(Jintegrated'marketing'

!ommuni!ations'why'is'it'so'importantJ

http://intermediamarketing.wordpress.com/integrated-marketing-communication/

http://www.zdnetasia.com/social-media-a-double-edged-sword-for-smbs-62207335.htm


http://www.mbaknol.com/?s=Different+tools+of+Integrated+Marketing+Communications+(IMC)


http://www.socialmediamarketing.com/

http://facta.junis.ni.ac.rs/eao/eao2000/eao2000-11.pdf

http://www.slideworld.com/slideshows.aspx/Integrated-Marketing-Communications-Chapter-12-ppt-445632


http://www.slideworld.com/slideshows.aspx/Integrated-Marketing-Communication-Strategy-ppt-445501


http://en.wikipedia.org/wiki/Integrated_marketing_communications

http://intermediamarketing.wordpress.com/2008/05/02/integrated-marketing-communications-why-is-it-so-important/


http://intermediamarketing.wordpress.com/integrated-marketing-communication/





http://www.socialmediamarketing.com/

http://facta.junis.ni.ac.rs/eao/eao2000/eao2000-11.pdf





http://en.wikipedia.org/wiki/Integrated_marketing_communications



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