this is summer training report on gs radiators ltd. of 45 days during partial fulfill for the requirement of MBA (cit)

1. 1
A PROJECT REPORT ON
“MARKETING STRATEGIES AND RATIO ANALYSIS”
UNDERTAKEN AT
GS RADIATORS LTD. LUDHIANA (PUNJAB)
A Project report submitted in the partial fulfillment of the
requirement for the degree Of Master of Business Administration
M.B.A(CIT)
Submitted To: - Submitted By: -
Mrs. Minakshi Rajwant Kaur
(Prof. of MBA Dept.). MBA (CIT)
Roll No. 4964
MASTER TARA SINGH MEMORIAL COLLEGE FOR WOMEN,
LUDHIANA, PUNJAB
SESSION 2014-16

2. 2
This project is the result of six weeks training at GS Radiators,
Ludhiana. Summer training is an integral part of “Masters in
Business management” course and it aims at providing a firsthand
experience of industry to students. This practical experience helps the
students to view the real business world closely
I was really fortunate of getting an opportunity to pursue my Summer
Training in such a reputed, well established, fast growing and
professionally managed organization. This summer internship training
and consequent report helps the student to practically learn the modern
industrial activities and study real techno-business area. This practical
training develops the feeling of awareness among the students.
The report contains first of all brief introduction about the company.
Finally there comes data presentation and analysis in the end of my
project report. I alsoput forwardsome of my suggestion hoping that they
will help GS Radiators, Ludhiana. Move a step forward to being the
very best.
I tried my level best to conduct a research to gain a thorough knowledge
about the project on topic, “Study of Marketing Strategies and
RATIO Analysis of GS Radiators”. I put the best of my efforts.

3. 3
I am neither a research expert nor a trend spotter;I am a management student
with foundation of management principles and theories, who is curious about
various sectors and its latest happenings.
Definitely, I can’t ignore the technology, with internet as the backbone and
those search engines which helped me in building up this research project.
To being with, I am obliged to Mr. RANJODH SINGH (Managing
Director’s GS Radiators Ltd).who allotted me this interesting topic and
without whose guidance and constructive criticism this repot might have not
been completed .I would like to thank Broker, Agents franchise owners and
individuals. I appreciate for their cooperation and contributions for helping
me in making project factual and information.
I would like to express my heart full gratitude to Mr. GUNJAN SONKER
(Relationship Manager), NIRMAL BANG SECURITIES (PVT) LTD.
Who helped me in sharpening my thinking by cheerfully providing
challenging comments and questions? Without the individuals have provided,
this project would have lost much of its refreshing realism. I’m also thankful
to the management & all employees of GS Radiators LTD.
I also express my gratitude to Mrs. (Director), Mrs. (H.O.D) and ALL
FACULTY MEMBERS OF MBADEPARTMENTOF MASTERTARA
SINGH MEMORIAL COLLEGE FOR WOMEN who have been
instrumental in making this report useful one.
Lastly, I would like to thanks to the ALMIGHTY and my parents for their
moral and financial support and my colleagues with whom I shared my dad-
to-day experiences and received lots off suggestions that improved my work
quality.
RAJWANT KAUR
MBA (CIT)
4964

4. 4
G.S. Radiators is a company that has been steadily growing throughout the
pastdecade. Thefollowing reportwill help G.S. radiators maintain the growth
that has been enjoyed in the past, with a strong emphasis on the growth of the
Radiators and products division. Furthermore, by comparing G.S. Radiators
strengths and weaknesses to that of the competition, opportunities can be
identified and capitalized on. G.S. Radiators entered into Punjabmarketwith
its technologically advanced Radiators. But when it entered in an Indian
market, it had to face very tough competition and still it‘s facing tough
competition, but now it has gained the top positionamong different companies
in India. Not only G.S. Radiators has highest market share in Radiators
Market, but also in accessories of Radiators market.
G.S. Radiators created its own marketing strategies and also defined there
target market to penetrate into Indian market. G.S. Radiators aims to have
more market share in Indian market.
The major competitors in Radiators market are Telco, BANCO, Sandan,
and Cougar. In this project we try to find out some important things; the
different kind of marketing strategies of G.S. Radiators in Indian market.
Market strategy, positioning strategy, (Product Strategy, Price Strategy,
and Promotion Strategy), and Competitive advantage of G.S. Radiators.

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Chapter No. Chapter Name Page No.
1. INTRODUCTION
 INTRODUCTION
9
2. COMPANY PROFILE
 PROFILE
 HISTORY OF COMPANY
 PRODUCTS OF COMPANY
 CUSTOMERS
 EXPORTERS & SUPPLIERS
 FUTURE PLAN
 VISION AND MISION
 COMPACY POLICY
 EXPORT & IMPORT
10-24

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 PURCHASE POLICY
 SALES POLICY
 WELFARE & SOCIAL ACTIVITES
 SAFETY MEASURES
3. INDUSTRY PROFILE
 TYPES OF RADIATORES
 MANUFACTURING PROCESS
 QUALITY MANAGEMENT
 FUNCTONS OF DEPT.’S
 PRICING POLICIIES
 MARKETING STRAGIES &
ADVERTISEMENT
25-45
4. SWOT ANALYSIS OF THE COMPANY 46

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5. OBJECTIVES & RESEARCH METHODOLOGY
 INTRODUCTION OF SUBJECT MATTER OF
PROJECT
 NEED OF STUDY
 SCOPE OF STUDY
 OBJECTIVES OF STUDY
 RESEARCH METHODOLOGY
 LIMITATIONS OF STUDY
47-50
6. DATA ANALYSIS AND INTERPRETATION
 PROBLEM STATEMENT
 RATIO ANALYSIS
 MEANING OF RATIO ANALYSIS
 NATURE OF RATIO ANALYSIS
 IMPORTANCE OF RATIO ANALYSIS
 LIMITATIONS OF RATIO ANALYSIS
 CLASSIFICATIONS OF RATIOS
 GS RADIATORS ‘S RATIO ANALYSIS
51-69
7. FINDINGS & SUGGESTIONS
 FINDINGS
 SUGGESTIONS
 CONCLUSION
70-79
8. BIBLOGRAPHY
QUESTIONARE
ANNEXURE
 BALANCESHEET OF THE COMPANY
 PROFIT AND LOSS A/C
80-83

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This is certify that Mrs. Rajwant Kaur worked on the development
of the project “Marketing Strategies And Ratio Analysis Of
G.S. Radiators Limited”, in the partial fulfillment of the
requirement for the degree of MBA (CIT) (COMMERCE AND
INFORMATION TECHNOLOGY) under my guidance &
supervision.
To the best of my knowledge, the matter represented in this project
is a bonafide & genuine piece of work.
During her association with the project I found her to be sincere &
motivated individual. She has shown keen interest in this project &
him conduct was excellent.
I wish him all success in her career.
Place: Ludhiana Mr. Gurpreet Singh
(manager.)
G.S. Radiators Ltd.

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GS Radiators established in 1992 has continually improved in all
the fields, whether it is products, delivery timing, or after sales
services. It is on fast moving track towards growth. It has attained
a prominent position in domestic as well as global automotive
industry.
Because of their quality excellence their radiators are well
accepted by various vehicle manufactures like M&M, Hindustan
Motors, Swaraj Ltd., Punjab Tractors Ltd. Taking the
advantage of globalization, they have made the strong presence
in the overseas market of Europe, Australia and USA etc.

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COMPANY PROFILE
 G.S. RADIATORS
 Date of Incorporation : 17th October, 1988
 Promoters : G. S .Family
 Board of Directors : S. Bhagat Singh
S. Jagat Singh
S. Ranjodh Singh
Mr. P.P.Singh
Mr. Iqbal Chand (Nominee IFCI)
Mr. Malkiat Singh (Nominee PSIDC)
 Date of Commencement : April, 1992
Of Commercial production

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 Line of Business : Automobile Components
 Installed capacity : 1, 00,000 units per annum
 Number of Employees & Workers : 243
 Contract Person : S. Ranjodh Singh (Managing Director)
 GS Group : GS Radiators Ltd.
G.S distributors.
G.S Engitech Pvt. Ltd.
 Bankers : State Bank of Patiala
 Product Manufactured : Radiators for all type of vehicles
(Car, Jeep, Tractor, Hcv, Lcv)
 Selling Market : It is divided into 3 sub markets.
Original Equipment Market(OEM).
Replacement Market.
Export Market.
 Regd. Office & Works : G. S. Estate,
Post Box No. 714
G. T. Road Ludhiana-141003
(INDIA)

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 Phones : 0161-2512241
0161-2512242
0161-2512243
 Fax : 0161-2512431
 E-Mail : gsradis@dataone.in
 Website : www.gsradis.com
 MEMBERSHIP OF VARIOUS ASSOCIATIONS:-
GS Radiators also contributes its mite in philanthropic & social
facets of national life by actively associating & involving it selves
with professional bodies namely:
1. Automotive Components Manufacturers Association of India.
2. Society of Automotive Engineers, U.S.A.
3. PHD Chamber of Commerce & Industry.
4. Confederation of Indian Industry.
5. Engineering Exports Promotion council.
6. Indian Trade Promotion Organization.
7. Punjab Motor Parts Manufacturer Association.

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 HISTORY OF G.S.RADIATORS Ltd:-
In this era of ever growing demand for Automobiles in India, just
manufacturing is no longer a singular achievement. Themostimportant aspect
of present time is the demand for a quality product that can pass the most
stringent condition of its applications.
GS Radiators Ltd. Established in 1988, is part of ‘G.S. Group’, leader in
chassis as suspension components in India. G.S Radiators adopted the latest
technology from Calsonic Llanelli Radiators Ltd, U.K.
GS Radiators & GS Radis is one of leading manufacturer of radiators for
OEM’s domestic as international after market. In a short span of time, GS
Radiators Ltd. has developed a wide range of radiators for leading vehicle
manufacturers in India like Ashok Leyland, Swaraj Mazda, and Swaraj
Tractors, Mahindra & Mahindra, & ITL-Renault & Hindustan Motors.
GS Radiators has a product range of more than 250 Models to choose from.

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 TECHNOLOGY & EQUIPMENT : backbone
The latest technology from Llanelli Radiators Limited, United Kingdom along
with the bestmachinery from global suppliers are wholly supported bya team
of highly qualified & professional for manufacturing a new generation of
radiators of the country. The equipment includes a gas-fired state of art
conveyor zed baking oven to ensure a uniform high performance for the
radiator corematrices. The plant also has an imported precision tube forming
machine that user a continuous timing process to produce consistent quality
locked seam tubes.
 COLLABORATORS: Heading Edge
GS Radiators is proud of its association with LLANELLI RADIATORS
LIMITED, UNITED KINGDOM & the world leader in heat exchange
technology. Throughout its history of more than 8 decades, Llanelli Radiators
have been in forefront of heat exchange technology development with many
notable achievements acknowledging by the leading automobile
manufacturers of the world. A major breakthrough in technology being the
states of art HYPER FORM assembly line are manufacturing more than
20,000 Radiators in a week.
In response to the need of global internationalization Llanelli Radiators has
now joined hands with Calsonic Corporationof JAPAN. The Calsonic family
now comprises subsidiary companies involved in co-operation technical
development center, ventured & plants in 30 countries round the world.
GS Radiators having through bred engineering technology package from
Llanelli Radiators has access to the best of their expertise, RESEARCH &

15. 15
DEVELOPMENT & test facilities, which are among the bestin the world. GS
Radiators has an opportunity to update the process technology from time to
time with the changes taking place at Llanelli Radiators, U.K.
 GS AUTO INTERNATIONAL LIMITED:-
At GS Auto International Limited, a team of 100 young dedicated technicians
works in close co-operation with each other & has succeeded in bringing to
our customers these automotive components, unchallenging in quality &
workmanship.
The strength of GS Radiators is its people, sound, engineering skills,
crystallized over a period of 5 decades which have been handy in not only
keeping the customers happybutalso are going to be assetin the liberalization
of Indian economy.
 G. S. SALES CORPORATION:-
Every business has to survive with in the periphery of healthy & unhealthy
environment. The mushrooming up to small manufacturing units in the last 2
decades & absence of any Marketing Support System added to the plight of
small manufactures. A mission namely “GS Sales Corp.”was embarked upon
in 1994 to provide a platform to the local units by exploring synergies.
 OUT SOURCING :-
It is mainly from the domestic manufactures. Testing & Inspection, using in
house facilities, perpetuate consistency & incessant thirst of quality.

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PRODUCT RANGE OF GS RADIATORS:-
Our productrange include cooling solutions for the AUTO MOTIVE,
INDUSTRIAL, MARINE AND RAILWAYS etc.
PRODUCTS
Radiators
Heaters
Plastic Tankers
Concentric and plate
type Pressure caps
Brass tank & Heaters
PRODUCTS
Filler Necks
Connector Pipes &
Radikool Coolants
Brass Bushes
Drain cock & Plugs
Rubber Gaskets

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 Radiators:-
 Filler Tanks:-
 RadiatorFillerNecks & PressureCaps:-
P-cap-13-Psi-Mini-ss-Plated:-

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Water-cooledSingle Cylinder diesel engine &
Air-cooled-Welding-Generator:-
 Tractor Radiators:-
 Brass RadiatorTank:-

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CUSTOMER & CLIENTALE OEM (INDIA)

M/s Ashok
Leyland
M/s Mahindra &
Mahindra Ltd,
Auto Divn Bssby.
M/s Mahindra
Nissan Ltd
M/s Punjab
Tractor Limited
M/s Mahindra &
Mahindra Ltd,
Auto Divn, Nasik
M/s Hindustan
Motors Ltd
M/s HMT Tractor
Division
M/s Mahindra &
Mahindra Tractor
Divn
M/s Swaraj
Mazda Ltd
M/s TELCO
M/S Class India
Pvt. Ltd, Marinda
M/s Sonalika
Tractors

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 The main Suppliers and Exporters of GS Radiators Ltd.
EXPORTERS
A S GENERAL
DISTRIBUTION LTD
ADRAD PTY LTD.
KIRKLAND AND
ASSOCIATES LTD.
MATT BUCKLEY
TRACTOR SPARES LTD.
PADIS EUROPE B.V.
TVH FORKLIFT PARTS
NV WAREGEM
QUALITY TRACTOR
PARTS LTD.
SUPPLIERS
AGRAWAL METAL
WORKS PVT. LTD.
BERI MERCURIO LTD
GUPTA METAL SHEETS
PVT LTD.
JUGAL TUBE PVT.LTD.
KOTHARI METALS LTD.
LONDON METALS &
OMMODITIES
MAJOR METALS LTD.
NEELKANTH STEELS
S.R.JAIN
CHEMICALS(P) LTD.

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“GSR plans forfutureareto runsidebywith
the information technology. They are soon
going to launch their automatic purchase
receiving system. In this system, customer
has to just feed his purchase order in the
given format on GSRsiteand thatorderwill
automatically added to GSR’s data base.
They are also planning a form to be made
available on their site for their field
employees to claim their TA/DA” bills.
Other facilities likewarrantyclaim, product
enquiries, customersviewon theproductetc
are also going to launched.

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“ The objectiveof the GS Radiators is
enhancement in customer satisfaction by
carryingout improvementsin manufacturing
facilities, leadingto reduced rejectionsand
low environmentalpollution.
Providing MotivationalClimatein the
OrganizationEnhancementin employee's skill
and knowledgeby providingconducive
environment, motivating them by creating a
positiveOrganizational Culturehas helped a
lot in improvingthe competencies of our
personnel. SpiritDe Corps and team spiritis
the inherent trait fromthe very inceptionof
GS Radiators.”

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 Company policies:-
EXPORT IMPORT POLICY :-
To accelerate the country’s transition to a globally vibrant
economy with maximum benefit from expanding global market
opportunities.
To stimulated sustained economic growth by providing access
to essential raw materials, components, consumable and capital
goods required for augmented production.
To provide consumer with good quality at reasonable price.
Purchase policy:-
Company maintains the goodwill of approval vendors.
Purchase preference is given to those who have adopted
internationally known quality management system.
There are continuous checks on inventory levels so as to avoid the
situation of over stocks.
SALES POLICY:-
Company maintains the goodwill of all the customers.
Sales preference is given to those who have adopted
internationally known quality management system.
There is continuous check on inventory levels to avoid the
situation of overstocks.

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 WELFARE ACTIVITIES :-
 Provide uniform and shoes to the employees
 Provide canteen and mess facility.
 Provide medical coverage to the employees.
 Providing ambulance and first aid facility.
 Various awards and rewards given to employees.
 SAFETY MEASURES:-
GS Radiators Ltd. lays utmost care towards health and safety of
all personnel. Central safety committee at the apex level and the
department safety committee at the shop floor are formed to
monitor the safety activity. Training on safety, firefighting is given
to all level of employees at the regular intervals. The company is
generally providing Personal Productive Equipment’s like helmets,
ear plugs, safety shoes, googles etc. to their employees.
 SOCIAL ACTIVITIES:-
Educational Institutes run by GS Group:
1. Guru Nanak Public School.
2. Ramgarhia Girls College.
3. Ramgarhia Middle School.
4. Ramgarhia Senior Secondary School.

25. 25
GS RADIATORS:-
Radiator
Radiator: a part of the cooling system in a liquid-cooling engine, removing excess
heat from the engine and dissipating it into the atmosphere.
The radiator is important in internal engines because the engine cannot run properly
when it is overheated. At high enough Temperatures, oil lubricating the engine’s
moving parts breaks down and burns away. Eventually some of those parts jam or
melt and engine stops running.
A radiator works on the principal that that the heat flows from the hottest region to
the coolest region, and heat in any substance radiator into cooler air surrounding it.
Most cars and trucks use a liquid to transfer heat away from the engine. Engines
used in lawn mowers, chain saws, airplanes, most motorcycle, and some cars rely
only on the transfer of heat from metal to the air. They are calledair –cooledengines.

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In liquid –cooledengines, a coolant – usually a mixture of water and chemicals –
circulates through hollow chambers that surround the engine’s cylinders. Heat
produced by burning fuel is transferred from the metal into the coolant. A pump
circulates coolant through the engine to the radiator. Hot coolant arrives at the
radiator, which exposes the coolant to cooler metal and lowers its temperature.
Afterwards, the coolant is pumped through the engine to repeat the cycle.
In a down – flow radiator, the tubes run vertically. In a cross – flow radiator, the
tubes run horizontally, which generally allows for longer tubes and increased heat
transfer. Some radiators have zigzag pattern of tubes to increase their length and
surface area. Making the walls of the tubes as thin as possible improves efficiency
by reducing the distance heat must travel through metal to air. Also some metals
transfer heat better than others.
Thin metal fins support the tubes and also help transfer heat to the air by increasing
surface area, which increase the efficiency of the radiator. The cooling system
normally includes a fan to draw air past the tubes. The fan is important when the
engine is running and generating heat but the car isn’t moving quickly and causing
air to flow past the fins.

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 CLASSIFICATION OF RADIATORS:-
 BASIC CONSTRUCTION:-
1. Vertical Flow:
Radiators which have their cores mounted in vertical position so that the hot engine coolant
moves from upper tank, vertically downwards through the core, and finally to the lower
Vertical Flow Radiators.
2. Cross Flow:
Radiators having their cores mounted in horizontal position so that the hot engine coolant
moves from side tank to the opposite side tank, depending on design, In this type of
radiator, the filler well in most cases is in the side tank.
 CONSTRUCTION OF CORES:-
1. Gill type radiators core:
The Gill type radiator core has the advantage of fewer soldered joints and is therefore a
stronger construction as compared to pack type core.
2. Pack type radiator core:
It provides much larger surface area for heat radiation for the same size of the core, in other
words it is more efficient. Other is the ease of core assembly of the pack type. Therefore it
is much easier to manufacture Pack type cores as compared to Gill type cores.
BASIC
CONSTRUCTION
• VERTICALFLOW
• CROSS FLOW
CONSTRUCTION
OF THE CORE
• GILL TYPE
RADIATORCORE
• PACK TYPE
RADIATORCORE

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Productionprocess is process ofgoods and services by combining as utilizing
the inputs available from different factors of production.
 STEPS IN MANUFACTURING PROCESS:-
 Preparing for production
 Raw material
 Basic processing of raw material
 Making of parts/components/assemblies
 Quality check
 Assembly/manufacturing
 Quality
 Finished & packed
 Delivering or shipping
 MANUFACTURING CRITERIA OF GS
RADIATORS:
 Work instructions & specifications at all stages.
 Development of employees at all levels of organization through
continuously training & education.
 Minimize wastage by doing the things right at first time.

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GS Radiators Ltd. is a regular investor in all areas of its
development activities. The modern methods of Research and
Developmentare duly supported by latestadditions to ourmodern
hi-tech Tool Room, Machines like Mazak CNC Vertical Machining
Centre, Charmilles Wire cut M/C etc. with CAD/CAM software. This
also includes capability to produce its own Plastic Moulding on
Windsor Injection Moulding machine. Besides radiators, we are
also fully equipped with precision Sheet M etal and Plastic
components to meet future demand of Automotive Sector.

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01. RADIATOR TYPE : COPPER BRASS CORES WITH BRASS
TANKS SOLDERED CONSTRUCTION.
COPPER BRASS CORES WITH
PLASTIC TANK
02. CORE SYSTEM : A) FLAT FIN/GILL TYPE – 2 TO 6 ROW
B) MCCORD TYPE/PACKTYPE-2TO4ROW
03. MACHINE/EQUIPMENT :-
1. TUBE MILL:
Machine imported from WestGermany. Brass foil, coated with solderon both
sides is formed into seam locked tube.
Solder coating given – 25 microns
Machine speed – 40 Mts. /Min
2. FIN ROLLING MACHINE:
Machine imported West Germany. Electronic Controls Provided.
a) Flat Fin – Capacity 3R, 4R, 5R, 6 Speed: 20m / min.
b) Corrugated Fin - Capacity 2R, 3R, 4R Speed: 20m / min.
c) Material: Copper Foils – 0.04 to 0.05mm thick used.

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3. CORE ASSEMBLY FIXTURES:
Semi-Automatic – Indigenous make as per collaborator’s design.
4. BAKING OVEN:
Machine imported from UK Continuous baking system with belt conveyor
operating with PID Controls Speed adjustable. Core from core assembly are
moved to baking through conveyor and handing is minimized to avoid
damages.
5. RADIATOR ASSEMBLY:
a) Fixtures designed indigenously
b) Assembled radiators move to final finishing by ground conveyor.
6. PAINTING:
Conveyorised Spray booth supplied by a reputed Indian manufacturer.
Radiators are painted in dust free atmosphere. Further it ensures paint free
working atmosphere. Radiators are baked at 120xC for a total time of 40 Min.
7. PACKING:
a) Carton Box Packing
b) Wooden Boxes provided for longer destinations.
C. DEVELOPMENT FACILITIES:
Full-fledged design office exists in the plant with experienced design
engineers.

32. 32
D. TESTING FACILITIES:
All design are tested as per IS 7611.Following tests are done.
1. 100% Leak test.
2. Vibration test.
3. Impulse test.
4. Bump test.
5. Heat dissipation test (Plenum Chamber)
E.QUALITY ASSURANCE:
POLICY: QUALITY-COST-DELIVERY-SERVICE (QCDS)
1. All process sheets aremade available bycollaborators & updated periodically.
2. Each Station has check sheets with control parameter for monitoring.
3. Patrol Inspector to monitor process.
4. Statistical process control systems are used in the manufacturing line.
5. All chemicals & chemical lab.
6. All incoming materials are checked against specified standard.
7. Acceptance tests as per IS 7611 are conducted for each batch of radiators.
8. IS 9002 – Preliminary Stage.
F. DEVELOPMENT FOR NEW RADIATOR:
1. Generally samples are to be provided by the customers with the following:-
a) Material specification/dry weight.
b) Heat dissipation at specified water flow & air flow.
c) Water capacity.
d) Operating pressure.
e) Required performance tests with parameters

33. 33
MANUFACTURING FACILITY:-
 Products & infrastructures
 Cost Components.
 Forged Components.
 Machined Components.
Original
Equipment
Market
In O.E.M, GS Radiators
supplies its original
equipment to
manufacturers who
manufacture new vehicle
& it is main source of
demand for automobile
components of the
company. These major
manufacturers include
Ashok Leyland Ltd.,
Mahindra & Mahindra
Ltd., Hindustan Motors
Ltd., Punjab Tractors
Ltd., Standard Tractors
Ltd. etc.
Replacement
Market
In this market GS
Radiators supplies
its component all
over the country
through its dealers
who finally deal
them to choose
customers. Who
need them for
replacement
purposes?
Export
Market
In this, targets are
made of foreign
countries such as
UNITED
KINGDOM,
HOLLAND etc.
The company export
its products to
markets of there
countries. It caters
to need of wide
range of vehicle like
Toyota, Mazda, and
Isuzu etc

34. 34
 QUALITY - AN - OBSESSION
Consistency in our productquality speaks
for itself. Our quality objective is to meet or
rather exceed customer's expectations. We
have maintained International Quality
management system by incorporating
Quality standard of ISO / TS / 16949 duly
accredited, by AQSR International Inc. Ann
Arbor Michigan USA.
 QUALITY ASSURANVE & INFRASTRUCTURE:-
QUALITY ASSURANCE
•At G.S. Radiators, quality is an
established result of a well-designed &
organized system.
• The concept of Total Quality Control
‘TOM is the hallmark of GS Radiators’
quality assurance team,with extreme
core being exercised right from the
selection of materials. Instead of today’s
highly competitive & quality conscious
market
•GS Radiators offer the high
performance’ core Matrix of Gill &
Tubes far heavy commercial vehicles as
well as off-highway application such as
Tractors & Bull Dozers & Pack
Construction or Serpentine Louvered
Matrix for Car, Jeeps.
DEVELOPMENT
INFRASTRUCTURE
• Full – Fledged DESIGN facilities with
experienced design engineers – to
provide the optimum cooling
solutions for the engine
management systemusing advance
CAD/CAM solutions & 3D-CNC
machining facilities.
• Facilities exist for prototype
development testing.
• Tool-Room with machines having
close accuracy.
• Calibration facilities.

35. 35
 QUALITY POLICY :-

36. 36
Finance
•It looks after
controllingof
financial matter
of the company
and also financial
matter pertaining
to the purchase
of major raw
material.
HOD - Purchase
•It is
responsibilities
for management
of procurement
activities.It
ensures timely
receipt of
material meeting
the specification.
It also carries out
supplier Quality
Audits.
Exports
•This department
looks after the
export of the
group.It accepts
the overseas
orders and
arranges for the
dispatch ofthe
same.
Marketing
•Itlooks after the
marketing
activities and
coordinates the
order & schedules
received from
customer. It
coordinates the
execution of
contracts as per
the guidance
provideby CMD.
Personnel
•Itis responsiblefor
all the time of
activities, legal
matter, pertaining
to labour courts,
worker welfare
and recruitments
of personnel.
EDP
•This department is
concerned with
the processing of
the data
electronically on
computers.

37. 37
PRICING STRATEGIES OF G.S. RADIATORS:-
 Price of the G.S. Radiators Firm depends upon the cost of raw material, in
such a manner that with increase in the cost of raw material there will be
increase in the market price of the machinery. But with a decrease in the raw
material the price of the machine will automatically proportion.
 Laborcostputs great effect on the increase and decreaseofthe productofG.S.
Radiators because they use to have the very skilled labor in the factory. So
that it will conclude a large portion of costof the productionof the products.
 Inflating and deflation of the market scenario influences in most of the
industries and semi industrial. They use to change their pricing strategy
according to the market scenario. So that different strategies are very helpful
to them to survive in the market well.
 Along with the abovethe competitors are also in great influence on the pricing
strategy of the G.S. Radiators because the customeris very much aware about
the market rate of all the other industries.

38. 38
GS RADIATORS HAS TWO MAIN PRICING POLOCIES:-
 PRICE ADJUSTMENT STRATEGIES:-
GeographicalPricing:
A firm decides how to price its products to consumer in different parts of the
country. They use to charge the different price rates from the different
customers belonging to different areas of the country. Areas like Gujrat,
Bangalore, Gurgaon, Noida, and Ludhiana are the core area of the G.S.
Radiators.
Skimming Price Policy sets highest price to
first profit from price in elastic customer
then successfully lowering the price often
under the increasing competition that is
called ‘Skim the cream’ This means to say
that to have an high profit at the most groom
period So that there will be an extra income
for to compete in the competition in the near
future and to cover the risk and
uncertainties.
• Skimming
Price Policy
The Penetration Price Policy is a policy
where the firm will have low price first
and try to increase their market share at
the most by increasing the volume of
their product sales. They use to compete
to competitors by most reasonable price.
But the G.S. Radiators are the
organization where there is a less chance
of decrease in the price tag of their
machinery tools.
• Penetration
Price Policy

39. 39
DiscountPricing and Allowances:
Discounts in the machinery tools are reduction from final selling price that are
available to different channel members and final consumer for performing
different functions.
It can be in a following ways.
1. Trade Discounts.
2. Cash Discounts
3. Quantity Discounts
4. Seasonal Discounts
5. Allowances.
Customer Segment Pricing:
In this type customer pays different prices for the same machinery tool.
LocationPricing:
Different Location are price differently even though the cost of the offering
each location is the same.
Time Pricing:
In this pricing strategy the firm used to charge a price differently in the
delivery period of the machinery to the consumer if the consumer wants its
machine most in the earlear period he has to pay high for it. In the same way
if there is a delay in the delivery of the ordered machine their may bea chances
of discounts and other cash allowances.

40. 40
Odd Pricing:
The G.S. Radiators firm is a firm who is not very much aware about the odd
pricing of the products them does’ not believe in the odd pricing.
G.S. Radiators is type of firm who is not very much belonging to a singly
pricing strategy. They believe that there should be a different price strategy
for the different consumer to the different areas at the different market
scenario. To some extent they use to have a penetration price policy because
there are 300 competitors are standing in the Ludhiana only and 22 to 30 are
such type of competitors who are producing the products at their quality
product level.
So, that the manager of the firm used different price strategies in a different
period after knowing the competitors pricing. For this I have done a
comparison of same segment competitors like Sandan, Telco, Banco and
Cougar. These are the firms which are very much aware about the customer
need and satisfaction. They often use to producetheir productby an advance
technology which will reduce their costof the production and also helpful to
attract the more and more customers.

41. 41
G.S.
Radiators
Sandan Banco Telco M.G.P Cougar
Raw material
Quality A B B A B or C B
Value of
Money B C B A C C
Service after
Sales B C A A B B
ProductQuality
A B B A C B
Grade A - Excellent
Grade B - Good
Grade C - Not Good

42. 42
.
 ADVERTISEMENT:-
Advertisement is the mass communication of the information intended to
enforce buyers so as to maximize profits. Advertisement is a word which
means to turn the mind toward. It may be to give public notice or to announce
publicity.
 To give information to prospective buyer about the machinery tool.
 To create demand
 To educate people in the use of products
 To remove and overcome competition
 To build goodwill and create brand loyalty
1. Advertisement
policy
2. Demonstration
3. Public Realtions

43. 43
 WHY G.S. RADIATORS COMES INTO ADVERTISEMENT
MARKET?
The manager of the G.S. Radiators believes in the advertisement. In his point
of view he thinks that instead of reducing the cost of the product we should
advertise their product at the large level and will recover the cost of
advertisement by increasing the sales volume and large profit of the firm.
 It creates demand by informing about the prompt availability of the special
machinery tools.
 It promotes sales by marinating the present demand and expending the
market by attracting more and more customers.
 It makes the goodwill by making the name of the firm and his productfamous
and known in every industry field.
 Helps in control the sales volume in out of the seasonal fluctuation in
demand.
 It facilitates quick turn over rate by promoting highly responsive market
and thus enables the firm to keep smaller inventories which in turn reduces
May expenses and losses.
 It reduces the costof production by making large scale production through
creation of demand
 It increase profit by increases sales reduction in costof production and cost
of distribution. As the cost of per unit reduced which will increase sales in
turn to which there will be increase in the profits.

44. 44
 TYPES OF ADVERTISEMENT BY THE G.S.
RADIATORS:-
Yellow pages book
It is a book in which there are
several yellow pages. Yellow
pages is the sign of indication to
the consumer who want to buy
the machinery tool for the
further production in their
factory. It is the most popular
and famous type of
advertisement in the field of
industry advertisement.
Press Media
Press media of advertisement
refers to publicationof
advertisement in newspapers
magazines and journals.This is the
most important media.A large
number of national state and local
newspaper industrialand
technical journal and a wide
varietyof magazines are available
in which various types of
advertises are frequentlyappear.
Magazines and Journals
Magazines and Journals are
used by the firm periodically
may be monthly, quarterly, or
yearly. G.S. Radiators use to
advertise their products in
various types of magazine like
ordinary magazines, special
magazines, industry magazines,
machinery tool magazines etc.
etc.
Painted Display
Painted Display refers pained
bulletins and wall paintings.
These displayed on structure
blade of metal or roofs of the
building. They are usually of big
size that can be easily read and
see from the large distance but
this is much costlier which
discourage the G.S. Radiators
firm.
TYPES OF
ADVERTISEMENT

45. 45
 Exhibitions and Demonstrations:-
These are becoming very popular these days in our county in the field of
industry of machinery tools. There are many types of exhibitions held in the
industrial area and also in the different states related to the industry like
Gurgaon, Ludhiana, and Noida. They are organized on a large scale in the
industrial places where masses of industrial consumer can reach easily. They
can order a special type of machine as they required to the manufacturer.
 PUBLIC RELATIONS
Public relations is the management of relationships and communication to
establish goodwill and mutual understanding between an organization and its
publics. Public relations is more wide ranging than marketing which primarily
focuses on markets, distribution channels and customers. By communicating
to other groups, public relations creates an environment which it is easier to
conduct marketing. Public relation activities include publicity, corporate
advertising, seminars, publications, charitable donations.
 FUNCTIONS OF PUBLIC RELATIONS:-
 Facilitates company's overall Reputation.
 Aids Promotion.
 Helps in tackling social and environmental issues.
 Ensures that customers are treated well.
 Develops reputation as a good supplier and customer.

46. 46
SWOT
ANALYSIS OF
G.S.RADIATORS
Strengths:
Better Quality.
Competitive Staff.
Advance technology from
Clasonic Lienelli Radiators
Limited U.K.
Long Life product.
Computerized System.
High production capacity.
High product range.
Better promotion activities. Weaknesses:
• Slightly higher prices.
• Communication gap.
• Long hierarchy.
Opportunities:
A brand image is very good
& production base is too
wide, G.S.Radiators can
have some good customer
with whom direct business
can be established this,
G.S.Radiators will have
better quality, regularity
supply.Threats:
•Frequent increase in prices of
raw material.
•Serious untimely pioneer cuts.
•Government policies.
•Increasing transportation cost.
•Increasing wages & salary
limit fixed by Government.
SWOT

47. 47
 INTRODUCTION TO THE SUBJECT
A marketing strategy is a process thatcanallow an organization to concentrate
its limited resources onthe greatest opportunities to increase sales and achieve
a sustainable competitive advantage.
A strategic marketing plan usually evolves from an organization’s overall
corporatestrategy and serves as a guide for specific marketing programs and
policies. Marketing strategy is based on a situation analysis- a detailed
assessment of the current marketing conditions facing the company, its
product lines, or its individual brands. From this situation analysis, a firm
develops an understanding of the market and the various opportunities it
offers, the competition and the market segments or target markets the
company wishes to pursue. Marketing strategy is the complete and
unbeatable plan, designed specifically for attaining the marketing
objectives of the firm/business unit. The marketing objectives
indicate what the firm wants to achieve; the marketing strategy provides
the design for achieving them.

48. 48
EXAMPLE: - if the marketing objectives of a business unit stipulate that
next year, it should achieve a sales revenue of Rs. 1,000 croreand a net profit
of 15 percent of sales revenue, it is the job of marketing strategy to indicate
how and wherefrom this sale and profit will come, which product
lines/products/brands will accomplish this task and how.
NEED FOR THE STUDY :-
1. The study has great significance and provides benefits to various parties whom
directly or indirectly interact with the company.
2. It is beneficial to management of the company by providing crystal clear picture
regarding important aspects like liquidity, leverage, activity and profitability.
3. The study is also beneficial to employees and offers motivation by showing how
actively they are contributing for company’s growth.
4. The investors who are interested in investing in the company’s shares will also
get benefited by going through the study and can easily take a decision whether to
invest or not to invest in the company’s shares.
OBJECTIVES OF THE STUDY:-
 To identify need of new innovations of the company towards sales promotion.
 To know about the different strategies for sales promotion of G.S. Radiators
SCOPE OF STUDY:-
 Help in Decision Making.
 Help in communicating, coordination and control.
 Aid in financial forecasting and comparison.
 Help in finding out financial solvency and communicating values.

49. 49
Research methodology includes the various steps in defining a problem by
making a search. The various steps used in research of a program as following:-
 Determine / Define the problem
 Specifying what information is needed.
 Decide the technique for acquiring information
 Gather & process the information
 Analysis and interpret the information
 Present the findings
RESEARCH DESIGN
The research design of
this survey has been
considered as
descriptive research as
the survey is directed
towards marketing
strategies opted by G.S.
Radiators.
SAMPLING
DESIGN
Universe for this
project is G.S.
Radiator,
Ludhiana.
SAMPLE SIZE
In view of the
constraints,
sample size was
restrained to 10.
SAMPLING
UNIT
Employees of the
G.S. Radiators,
Ludhiana.

50. 50
 Primary Research
 Secondary Research
 LIMITATIONS OF THE STUDY:-
Study was confined to managerial level.
Sample selected was simple random sample restricted to 10 employees.
The study was confined only at G.S. Radiators.
The sources of information were only through questionnaire.
 Primary Research:-
In primary research first of a questionnaire related to the particular problem
is prepared by the researcher , then researcher give this questionnaire to
various respondents, the respondent has to fill this questionnaire, the
researcher collects the data from various respondents after filling of
questionnaire, this type of research is known as primary research.
 Secondary Research
There are two types of secondary research
a) Internal: in this type ofresearch the required information & datais collected from
within the company. Required data is collected from various charts, business
reports, company service reports etc.
b) External: in this type of research the required information & data is collected
from various magazines, newspaper etc. .

51. 51
INTRODUCTION OF RATIO ANALYSIS
 PROBLEM STATEMENT:-
How to measure the financial position of the company with the help of ratio analysis?
 ABOUT RATIO ANALYSIS: The ratio analysis is the most powerful tool of
financial analysis. Several ratios calculated from the accounting data can be grouped
into various classes according to financial activity or function to be evaluated. •
 DEFINITION: “The indicate quotient of two mathematical expressions “and as
“The relationship between two or more things. “It evaluates the financial position
and performance of the firm.
 NATURE OF RATIO ANALYSIS:-
 Selection of relevant data from the financial statements depending upon the
objective of the analysis.
 Calculation of appropriate ratios from the above data.
 Comparison of the calculated ratios with the ratios of the same firm in the past, or
the ratios developed from projected financial statements or the ratios of some other
firms or the comparison with ratios of the industry to which the firm belongs.

52. 52
IMPORTANCE OF
RATIO ANALYSIS
Aid to measure
general efficiency
Aid to measure
financial solvency
Aid in forecasting
and planning
Aid in intra-firm
comparison
Evaluation of
efficiency &
Effective tool
LIMITATIONS OF
RATIO ANALYSIS
Limitations of
accounting records
Lack of proper
standards
No allowances for
price level changes
Quantitative factors
are ignored
Limited use &
Personal bias

53. 53
 CLASSIFICATIONS OF RATIOS
The use of ratio analysis is not confined to financial manager only. There are different parties
interested in the ratio analysis for knowing the financial position of a firm for different purposes.
Various accounting ratios can be classified as follows:
1. Traditional Classification:-
 Balance sheet (or) position statement ratio.
 Profit & loss account (or) revenue statement ratios.
 Composite (or) inter statement ratios.
1. Functional Classification
These include liquidity ratios, long term solvency and leverage ratios, activity ratios and
profitability ratios.
2. Significance Ratios:
Some ratios are important than others and the firm may classify them as primary and
secondaryratios. The primary ratio is one, which is of the prime importance to a concern.
The other ratios that supportthe primary ratio are called secondary ratios
CLASSIFICATION
1. Traditional
Classification
2. Functional
Classification
3. Significance ratios

54. 54
 IN THE VIEW OF FUNCTIONAL CLASSIFICATION
THE RATIOS ANALYSES ARE:
• Current ratio
• Quick (or) Acid-test (or) Liquid ratio
• Absolute liquid ratio (or) Cash
position ratio
LIQUIDITY
RATIOS
• PROPRIETORY RATIO
LEVERAGE
RATIO
• Working capital turnover ratio
• Fixed assets turnover ratio
• Capital turnover ratio
• Current assets to fixed assets ratio
ACTIVITY
RATIO
• Net profit ratio
• Return on total assets
• Earnings per share
• Operating profit ratio
• Price – earnings ratio
PROFITABILITY
RATIO

55. 55
 DATA ANALYSIS AND INTERPRETATION
 FINANCIAL ANALYSIS OF GS RADIATORS
1. CURRENT RATIO:-
SR.NO YEAR CURRENT
ASSETS
CURRENT
LIABLITIES
CURRENT
RATIO
1. 2011-12 201921587.01 186102420.99 1.09
2. 2012-13 187175667.34 153943649.52 1.22
3. 2013-14 214072434.69 175087259.62 1.22
INTERPRETATION: The ideal level of current ratio is 2:1.we shown
too much higher ratio it’s good for the company. Higher the current ratio, the
larger is the amount of rupees available per rupees of current liabilities. The
more is the firm’s ability to meet current obligation and greater is safety of
fund of short term creditors.
2011-12 2012-13 2013-14
CURRENT RATIO 1.09 1.22 1.22
1.09
1.22 1.22
1
1.05
1.1
1.15
1.2
1.25
TIMES
YEAR
CURRENT RATIO
CURRENT RATIO

56. 56
2. QUICK RATIO:-
SR.NO YEAR QUICK
ASSETS
CURRENT
LIABLITIES
QUICK
RATIO
1. 2011-12 123030580.53 186102420.99 0.66
2. 2012-13 113105827.34 153943649.52 0.73
3. 2013-14 141967611.69 175087259.62 0.81
INTERPRETATION: A quick ratio is an Indication that the firm is
liquid and the ability to meet its current liabilities in time. The Ideal quick
ration is 1:1, Company Quick ratio is less than the ideal ratio. So, The Quick
ratio is increased because the sundry debtors are increased due to the
increase in the corporatetax and for that the provision created is also
increased. So, the ratio is also increased from 2011 and the ration is less than
ideal ration from 2011 to 2014. This shows Company has not strong
liquidity position.
2011-12 2012-13 2013-14
QUICK RATIO 0.66 0.73 0.81
0.66
0.73
0.81
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
TIMES
YEARS
QUICK RATIO
QUICK RATIO

57. 57
3. ABSOLUTE LIQUID RATIO
SR.NO YEAR CASH &
BANK
BALANCE
CURRENT
LIABLITIES
CASH
RATIO
1. 2011-12 27093502.41 186102420.99 0.15
2. 2012-13 24483513.43 153943649.52 0.16
3. 2013-14 33049995.43 175087259.62 0.19
INTERPRETATION: According to the rule of thumb the absolute
liquid assets is 0.5/1. But when we calculate the figure is less 0.15 in
2012, 0.16 in 2013 and 0.15 in 2014 that means the company was able to
satisfy its primary cashrequirement with cash generation by operation.
Because of in both years the company Liquidity ratio is extremely
increasing in each year for that company has sufficient Assets to meet the
requirement of its liabilities.
2011-12 2012-13 2013-14
ABSOLUTE LIQUID RATIO 0.15 0.16 0.19
0.15
0.16
0.19
0
0.02
0.04
0.06
0.08
0.1
0.12
0.14
0.16
0.18
0.2
TIMES
YEARS
ABSOLUTE LIQUID RATIO
ABSOLUTE LIQUID RATIO

58. 58
4. INVENTORY TURNOVER RATIO
SR.NO YEAR COST OF
GOOD SOLD
AVERAGE
INVENTORY
INVENTORY
TURNOVER
RATIO
1. 2011-
12
271567212.70 88426236.00 3.07
2. 2012-
13
279655789.56 7680423.24 3.66
3. 2013-
14
391968603.45 73087331.50 5.36
INTERPRETATION: Inventories are a major part of current
assets. If any company wants to manage its working capital
efficiency, it has to manage its inventories efficiently. The Table
shows that inventory ratio is increasing which shows the good
financial position & reputation of the company.
2011-12 2012-13 2013-14
INVENTRY TURNOVER RATIO 3.07 3.66 5.36
3.07
3.66
5.36
0
1
2
3
4
5
6
TIMES
YEARS
INVENTRY TURNOVER RATIO
INVENTRY TURNOVER RATIO

59. 59
5. DEBTOR TURNOVER RATIO:-
SR.NO YEAR SALES AVERAGE
DEBTORS
D.T
RATIO
1. 2011-12 346343670.90 86381915.96 4.01
2. 2012-13 333379729.35 89779696.02 3.71
3. 2013-14 495871905.82 98769965.08 5.02
INTERPRETATION: Debtors constitute a substantial portion
of total current assets. In India it constitute one third of current
assets. The above Table is depicting that there is increase in
debtors. It represents an extension of credit to customers. The
reason for increasing credit is competition and company liberal
credit policy.
2011-12 2012-13 2013-14
DEBTOR TURNOVER RATIO 4.01 3.71 5.02
4.01
3.71
5.02
0
1
2
3
4
5
6
TIMES
YEARS
DEBTOR TURNOVER RATIO
DEBTOR TURNOVER RATIO

60. 60
6. CREDITIOR TURNOVER RATIO
SR.NO YEAR PURCHASES AVERAGE
CREDITORS
C.T
RATIO
1. 2011-12 333082529.85 95272651.83 3.50
2. 2012-13 346436700.90 87211668.18 3.97
3. 2013-14 333377990.35 94051685.90 3.55
Interpretation: A high ratio indicates that creditors are not paid in
time while a low ratio gives an idea that the business is not taking
full advantages of credit period allowed by the creditors.
Sometimes it is also required to calculate the average payment
period (or average age of payable or debt period enjoyed) to
indicate the speed with payments for credit purchase are made
to creditors.
2011-12 2012-13 2013-14
c.t ratio 3.5 3.97 3.55
3.5
3.97
3.55
3.2
3.3
3.4
3.5
3.6
3.7
3.8
3.9
4
4.1
TIMES
years
c.t ratio

61. 61
7. ASSETS TURNOVER RATIO
SR.NO YEAR SALES NET FIXED
ASSETS
ASSET
TURN
OVER
RATIO
1. 2011-12 328021883.90 293900614.68 1.12
2. 2012-13 315363706.35 300715242.29 1.05
3. 2013-14 459739270.82 305778292.86 1.50
INTERPRETATION: Higher is the ratio the better is the
performance it indicates that fixed assets are being efficiently
utilized. An improvement in the ratio indicates better
performance and decline in it would show a declining efficiency
or improvident investment. Increase in Fixed Assets Turnover
Ratio indicates that fixed assets have been used as efficiently as
they had been used in previous years.
2011-12 2012-13 2013-14
ASSETS TURNOVER RATIO 1.12 1.05 1.5
1.12
1.05
1.5
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
TIMES
YEARS
ASSETS TURNOVER RATIO
ASSETS TURNOVER RATIO

62. 62
8. NET PROFIT RATIO
SR.NO YEAR PROFIT
AFTER
TAX
SALES NET PROFIT
MARGIN (%)
1. 2011-12 5069952.82 328021883.90 1.55
2. 2012-13 5399458.96 315363706.35 1.71
3. 2013-14 8121536.16 459739270.82 1.77
INTERPRETATION: The net profit ratio is the overall
measure of the firm’s ability to turn each rupee of income from
services in net profit. If the net margin is inadequate the firm
will fail to achieve return on shareholder’s funds. High net
profit ratio will help the firm service in the fall of income from
services, rise in cost of production or declining demand. And
G.S Radiators Ltd profit margin increase every year because of
its inventory turnover ratio but it is not enough.
2011-12 2012-13 2013-14
NET PROFIT RATIO 1.55 1.71 1.77
1.55
1.71
1.77
1.4
1.45
1.5
1.55
1.6
1.65
1.7
1.75
1.8
PERCENTAGE
YEARS
NET PROFIT RATIO
NET PROFIT RATIO

63. 63
9. OPERATING PROFIT RATIO
SR.NO YEAR OPREATING
PROFIT
SALES OPERATING
PROFIT
MARGIN (%)
1. 2011-12 3769295.11 328021883.90 1.15
2. 2012-13 4211845.51 315363706.35 1.33
3. 2013-14 7014475.23 459739270.82 1.53
INTERPRETATION: This ratio shows that effectiveness of a
company's management by comparing operating expense to net
sales. In compare the operating ratio is increasing in 2014 that
means increase in operating cost that increase total productivity.
This means that the company has able to generate more margin
as it expense in operating sector. Using this ratio the investors
interested in investing more in money in the company.
2011-12 2012-13 2013-14
OPERATING PROFIT RATIO 1.15 1.33 1.53
1.15
1.33
1.53
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
PERCENTAGE
YEARS
OPERATING PROFIT RATIO
OPERATING PROFIT RATIO

64. 64
10. DEBT EQUITY RATIO:-
SR.NO YEAR TOTAL DEBT NET WORTH D.E
RATIO
1. 2011-12 213277910.53 106592246.86 2.00
2. 2012-13 205900282.36 102992044.93 2.00
3. 2013-14 243182150.00 107786896.24 2.26
INTERPRETATION: The Company focus on this ratio to
improve its market position but overall the company leverage is
good. But a lower D/E ratio, the lenders enjoy a better margin of
safety. The calculate figure is 0.19 in 2014 which means that the
company has been constructive in the growth of their financial
control in Previous Years.
2011-12 2012-13 2013-14
DEBT EQUITY RATIO 2 2 2.26
2 2
2.26
1.85
1.9
1.95
2
2.05
2.1
2.15
2.2
2.25
2.3
TIMES
YEARS
DEBT EQUITY RATIO
DEBT EQUITY RATIO

65. 65
11. INTEREST COVERAGE RATIO
SR.NO YEAR EBIT INTEREST I.C
RATIO
1. 2011-12 23160083.52 18090130.70 1.28
2. 2012-13 24247360.04 18847901.08 1.29
3. 2013-14 24378339.00 16256802.80 1.50
INTERPRETATION: Interest coverage ratio is 1.28 in the
year 2011. But it is increased automatically to 1.50 in year
2014. And it is increasing from last three years. In this positon
outside investors is interested to invest the money in this
company.
2011-12 2012-13 2013-14
INTEREST COVERAGE RATIO 1.28 1.29 1.5
1.28 1.29
1.5
1.15
1.2
1.25
1.3
1.35
1.4
1.45
1.5
1.55
TIMES
YEARS
INTEREST COVERAGE RATIO
INTEREST COVERAGE RATIO

66. 66
12. EQUITY RATIO
SR.NO YEAR SAHRES
HOLDERS
FUNDS
TOTAL
ASSETS
EQUITY
RATIO
1. 2011-12 106592246.86 306282157.39 0.35
2. 2012-13 102992044.93 295148327.19 0.35
3. 2013-14 107786896.24 316408258.54 0.34
INTERPRETATION: This ratio ensures whether the capital
employed has been effectively used or not. This is also test
of marginal efficiency and business performance. Higher
total equity turnover ratio is always required in the interest
of company.
2011-12 2012-13 2013-14
EQUITY RATIO 0.35 0.35 0.34
0.35 0.35
0.34
0.334
0.336
0.338
0.34
0.342
0.344
0.346
0.348
0.35
0.352
TIMES
YEARS
EQUITY RATIO
EQUITY RATIO

67. 67
13. RETURN ON EQUITY RATIO
SR.NO YEAR EBIT CAPITAL
EMPLOYED
R.O.I
RATIO
1. 2011-12 3369952.82 32292500 10.44
2. 2012-13 3899458.96 32292500 12.08
3. 2013-14 5821536.16 32292500 18.02
INTERPRETATION: This ratio indicates what percentage of
profits earned are enjoyed by equity shareholders. Return on
Equity Share Capital or earnings per share helps to determine
the market price of equity shares of the Company while
comparing with the ratios of other companies. It will indicate
whether the capital is effectively used or not. It is effectively
used by G.S. Radiators Ltd.
2011-12 2012-13 2013-14
RETURN ON EQUITY FUNDS 10.44 12.08 18.02
10.44
12.08
18.02
0
2
4
6
8
10
12
14
16
18
20
PERCENTAGE
YEARS
RETURN ON EQUITY FUNDS
RETURN ON EQUITY FUNDS

68. 68
14. RETURN ON INVESTMENT RATIO
SR.NO YEAR NET
PROFIT
SHARES
HOLDERS
FUNDS
R.O.E.
RATIO
1. 2011-12 3369952.82 106592246.86 0.03
2. 2012-13 3899458.96 102992044.93 0.04
3. 2013-14 5821536.16 107786896.24 0.05
INTERPRETATION: Return on investment is very low in all
the past three years from 2011 to 2014 and hardly reached at
0.05 but in year 2014 due to less earnings. This doesn’t
shows the sound position of the company.
2011-12 2012-13 2013-14
RETURN ON INVESTMENT RATIO 0.03 0.04 0.05
0.03
0.04
0.05
0
0.01
0.02
0.03
0.04
0.05
0.06
TIMES
YEARS
RETURN ON INVESTMENT RATIO
RETURN ON INVESTMENT RATIO

69. 69
15. RETURN ON ASSETS
SR.NO YEAR NET
PROFIT
AVERAGE
TOTAL
ASSETS
R.O.A.
RATIO
1. 2011-12 3369952.82 316251108.64 1.07
2. 2012-13 3899458.96 300715242.20 1.30
3. 2013-14 5821536.16 305778292.86 1.90
INTERPRETATION: The Return on assets shows as to howmuch
is the profit earned by the firm.
 CONCLUSION OF DATAANALYSIS AND INTERPRETATION
Total value will be calculated for all the values on the LIKERT SCALE and T
Testwill be applied to check the relation between various dimensions of retention.
The data is processed and analyzed by tabulation interpretation so that the findings
can be communicated and can be easily understood. The findings are presented in
the best possible way. Tables and graphs will be used for illustration of principal
findings of the research.
2011-12 2012-13 2013-14
RETURN ON ASSETS 1.07 1.3 1.9
1.07
1.3
1.9
0
0.5
1
1.5
2
TIMES
YEARS
RETURN ON ASSETS
RETURN ON ASSETS

70. 70
FINDING AND ANALYSIS:-
1. What market segments are you targeting?
Interpretation:
The major target market of G.S. Radiator’s is OEM, Replacement and Export
market. All the respondents replied that their company deals in OEM,
replacement market and export market.

71. 71
2. Rank the following from 1- 6 on the basis of how you have
positioned your brand/products, where 1 is more important.
Parameters 1 2 3 4 5 6 Total
Score
Mean
Score
Rank
Price 1 7 2 0 0 0 49 2.33 2
Quality 9 0 1 0 0 0 58 2.76 1
Level of Customer
Service
0 3 6 1 0 0 42 2.00 3
Consistency 0 0 1 6 2 1 27 1.28 4
Credibility 0 0 1 2 3 4 20 0.95 5
Novelty 0 0 0 1 4 5 16 0.76 6
Interpretation:
G.S. Radiators company’s products having good quality is having highest
mean scorei.e. 2.76 among the respondents. Onthe other hand the mean score
of the factor, Novelty of G.S. Radiator’s product is very low which 0.76 is
because their company does not provide any novelty to their customers.
2.33
2.76
2
1.28
0.95
0.76
0
0.5
1
1.5
2
2.5
3
Price Quality Level of
Customer
Service
Consistency Credibility Novelty

72. 72
3. Which out of the following products do you deal in?
Responses Percent
of CasesN Percent
Connector Pipes 10 9.1% 100.0%
Brass tank & headers 10 9.1% 100.0%
Brass bushes 10 9.1% 100.0%
Plastic tanks 0 0.0% 0.0%
Rubber gaskets 10 9.1% 100.0%
Heaters 10 9.1% 100.0%
Concentric and plate type oil coolers 10 9.1% 100.0%
Drain cock & plugs 10 9.1% 100.0%
Radiators 10 9.1% 100.0%
Radikool coolants 10 9.1% 100.0%
Pressure caps 10 9.1% 100.0%
Filler Caps 10 9.1% 100.0%
Total 110 100.0% 1100.0%
Interpretation: From the bar diagram it is revealed that G.S. Radiators
deals with products, but no one respondents responsein the favour of plastic
tanks. They said that their company does not deal in plastic tanks.

73. 73
4. How do you determine the price?
Determine the Price
Frequency Percent
Valid
Percent
Cumulative
Percent
Cost plus pricing 10 100.0 100.0 100.0
Value base pricing 0 0.0 0.0 0.0
Rate of return pricing 0 0.0 0.0 0.0
Psychological pricing 0 0.0 0.0 0.0
Competitor indexing 0 0.0 0.0 0.0
Total 10 100.0 100.0 100.0
Interpretation:
From the bar diagram it is revealed that all the respondents respond that cost
plus pricing method used by their company to determine the price. On other
hand no one respondent response in the favour of other options.
100
0 0 0 0
0
20
40
60
80
100
120
Cost plus pricing Value base pricing Rate of return
pricing
Psychological
pricing
Competitor
indexing

74. 74
5. What is the distribution channel used for distribution of your
products?
Distribution channel
Frequency Percent
Valid
Percent
Cumulative
Percent
Dealers/ distributors 10 100.0 100.0 100.0
Retailers 0 0.0 0.0 0.0
Wholesalers 0 0.0 0.0 0.0
Agents 0 0.0 0.0 0.0
Own stores 0 0.0 0.0 0.0
Total 10 100.0 100.0 100.0
Interpretation: The above chart clearly shown that dealers/distributors
are main distribution channel of G.S. Radiators according to their employees
and whereas company have not own stores.
100
0 0 0 0
0
20
40
60
80
100
120
Dealers/
distributors
Retailers Wholesalers Agents Own stores

75. 75
6. What is the percentage that is spent on advertising per
annum?
Percentage spent on advertising
Frequency Percent Valid Percent
Cumulative
Percent
< 10% 10 100.0 0.0 100.0
10 – 20% 0 0.0 0.0 0.0
20 – 30% 0 0.0 0.0 0.0
30 – 40% 0 0.0 0.0 0.0
40 – 50% 0 0.0 0.0 0.0
> 50% 0 0.0 0.0 0.0
Total 10 100.0 100.0 100.0
Interpretation: According to the respondents their company spent less
than 10% on advertising per annum. Whereas no one respondents choose
another options.
100
0 0 0 0 0
0
20
40
60
80
100
120
< 10% 10 – 20% 20 – 30% 30 – 40% 40 – 50% > 50%

76. 76
8. Rank the following from 1- 6 on the basis of how you spend on
Research and Development.
Parameters 1 2 3 4 5 6 Total
Score
Mean
Score
Rank
New Equipment 0 7 1 0 1 1 42 2.00 2
New Process 0 0 7 1 0 2 33 1.57 3
Value Engineering 8 0 1 1 0 0 55 2.61 1
Training 0 0 1 8 1 0 30 1.42 4
Skill Level 1 1 0 0 7 1 26 1.23 5
Process Integration 1 2 0 0 1 6 24 1.14 6
Interpretation:
From the above table it can interpret that company spends on value
engineering in research and development category i.e. respondents rated first
rank to value engineering, and least rank to process integration.
2
1.57
2.61
1.42
1.23
1.14
0
0.5
1
1.5
2
2.5
3
New
Equipment
New Process Value
Engineering
Training Skill Level Process
Integration

77. 77
9. Rank the following from 1-8 on the basis of how you tap the
OEM market (OEM Strategy)
Parameters 1 2 3 4 5 6 7 8 Total
Score
Mean
Score
Rank
Product
Development
0 7 0 2 0 0 1 0 61 1.69 2
R & D 7 1 1 0 1 0 0 0 73 2.02 1
Price 0 0 0 7 1 2 0 0 45 1.25 4
Lead Time 0 0 1 0 8 0 0 1 39 1.08 5
Quality 1 0 7 1 0 1 0 0 58 1.61 3
Testing 0 0 1 0 1 7 1 0 33 0.91 6
Evaluation 1 1 0 0 0 0 2 6 25 0.69 8
Customer feedback 1 1 0 0 0 0 6 2 29 0.80 7
Interpretation:
Fromthe above table according to Weighted Average Method we caninterpret
that most of the respondents given 1st rank to R & D that their company tap
OEM market, 2nd rank to product development, 3rd rank to quality and least
rank to evaluation.
1.69
2.02
1.25
1.08
1.61
0.91
0.69
0.8
0
0.5
1
1.5
2
2.5
Product
Development
R & D Price Lead Time Quality Testing Evaluation Customer
feedback

78. 78
The organizational study enables me to gather knowledge regarding the
working of an organization. The study has brought light to know the
organization as a whole. Different products and efficiency in working for
attaining of a common goal.
I have been able to understand the activities and strategies of G.S.
Radiators their way of working and their way of approaching the customers
and the importance of Advertising, i.e. how beneficial is the advertising for
any firm to communicate about their offers and events to the consumers. The
results of the survey proved to be encouraging.
The respondents were very positive in providing the information about
how GS. Radiators has to go for promotion and why do they go for G.S.
Radiators and what measures G.S. Radiators has to take in improving the
service to their customers, Though there are many competitors in the market
for this segment,
The company G.S. Radiators is doing well by satisfying its customers by
having good relationship with them and. I offer my best wishes for the
same and hope that my work will be of some use for the company
effectiveness.

79. 79
 GS Radiators should also come up with aluminum based radiators. As
the market share for these is increasing, it is better to be equipped with
both the segments.
 A market survey should be conducted every quarter.
 Local mechanics should be given some kind of incentive or benefit, so
as to bring in more business.
 They can increase the dealer network so that it helps to increase the
market share.
 They can also offer some sort of discount to the dealer.
 The firm should have a special type of workers who are always
prepared for the service to the customer after sales because there is a
chance of breakdown of machinery and better service will always
makes and better satisfaction.
 The percentage spent on advertising per annum should increase from
the present percentage. Advertisements could be given via radio,
television, newspaper or by way of hoardings.
 SUGGESTIONS

80. 80
 Kotler Philip and Keller Kevin Lane Marketing Management; Pearson
Education Pte. Ltd. Delhi 110092, 2006.
 Kotler, Philip, and Garry Armstrong (1996), Principles of Marketing
(New Delhi: Pretice Hall Of India).
 Kotler, Philip, Marketing Management: Analysis, Planning,
Implementation and Control, Prentice Hall of India, New Delhi.
 Mamoria C.B. Marketing Management,(2000) Kitab MahalAgencies,
Ashok Rajpath, Patna-80004.
 Marketing concepts & strategies William M.Pride and O.C. Ferreell
published by Biztantra New Delhi year2006.
 Schiffman, L.G., and Kanuk, L.L., Consumer Behaviour, Prentice Hall
of India, New Delhi, 2000.
WEBSITE:-
 WWW.GSRADISINDIA.COM

81. 81
 STUDY OF MARKETING STRATEGIES AND
RATIO ANALYSIS OF GS RADIATORS
Name :___________________ Designation:___________________
3. GeneralCompany Information
Company Name:
Registered Address:
Telephone No. :
General e –mail Address:
Website:
Date of Incorporation (dd/mm/yyyy) :
Date of Commencement (dd/mm/yyyy):
Proprietor:
Brief description of the main product:
2. On what basis have you segmentedthe markets?
(a) Geographic (Region, City, Rural, Urban or Semi Urban areas)
(b) Demographic (Age, Income, Occupation, Socio – economic classification)
(c) Psychological Segmentation (Psychological/Personality traits, lifestyle or values)
(d) Behavioral Segmentation (Occasions, Benefit, User status, Usage rate,
Loyalty status, Attitude towards products.)
3. What market segments are you targeting?
(a) OEM  (b) STU 
(c) IRL  (d) DEF 
(e) Replacement market  (f) Export market 

82. 82
4. Rank the following from1-6 on the basis ofhow youhave positionedyour
brand/products, where 1 is more important.
(a) Price  (b) Quality 
(c) Level of Customer Service  (d) Consistency 
(e) Credibility  (f) Novelty 
5. Which out of the following products do you deal in?
(a) Connector Pipes  (b) Brass tank & headers 
(c) Brass bushes  (d) Plastic tanks 
(e) Rubber gaskets  (f) Heaters 
(g) Concentric  (h) Drain cock& plugs 
(i) Radiators  (j) Radikool coolants 
(k) Pressure caps  (l) Filler Caps 
6. How do you determine the price?
(a)Cost plus pricing  (b) Value base pricing 
(c) Rate of return pricing  (d) Psychological pricing 
(e) Competitor indexing 
7. What is the distribution channel used for distribution of your products?
(a) Dealers/ distributors  (b) Retailers 
(c) Wholesalers  (d) Agents 
(e) Own stores 
8. Which out of the following is the preferred source for promotion?
(a) Advertising  (b) Sales promotion 
(c) Events and experiences  (d) Public relations and publicity 
(e) Personal selling  (f) direct marketing 
(g) Exhibitions and Trade fairs 

83. 83
9. What is the percentage that is spent on advertising per annum?
(a) < 10%  (b) 10 – 20% 
(c) 20 – 30%  (d) 30 – 40% 
(e) 40 – 50%  (f) > 50% 
10. Rank the following from 1- 6 on the basis of how you spend on Research and
Development
(a) New Equipment  (b) New Process 
(c) Value Engineering  (d) Training 
(e) Skill Level  (f) Process Integration 
11. Rank the following from 1-8 on the basis of how you tap the OEM market (OEM
Strategy)
(a) Product Development  (b) R & D 
(c) Price  (d) Lead Time 
(e) Quality  (f) Testing 
(g) Evaluation  (h) Customer feedback 