SUMMER INTERNSHIP PROJECT (SIP)

SHAREKHAN LTD

ON

"MARKETING AND BRAND ACTIVATION AT P M C O N A P V T. LTD"

SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIRMENTS FOR THE DEGREE IN

MASTER OF BUSINESS ADMINISTRATION

(MBA)

INTERNAL GUIDE COMPANY GUIDE

Name: Dr Ritu Sharma Name: Mr. Lokendra Upadhyay

Designation: Assistant Professor Designation: Regional Head
Chandigarh University Company Name: PM Cona
Pvt.Ltd

SUBMITTED BY:
Name: Rahul
Singh
UID:23MBA11446
Batch – 2023-25
UNIVERSITY SCHOOL BUSINESS CHANDIGARH
UNIVERSITY, GHARUAN, MOHALI (PUNJAB)
OFFER LETTER
CERTIFICATE
 ACKNOWLEDGEMENT

A project is never one person's creation. Furthermore, it is a culmination of other

people's thoughts, reviews, contributions, and labour. Without instructions, it is not
possible to finish.

I take great pleasure in extending my sincere and profound thanks to the honourable
Mr. Lokendra Upadhyay, the regional head manager of my organization, and to Dr.
Ritu Sharma, my faculty guide, for your appropriate and charitable guidance in helping
the practical portions of my studies advance.

The only way to achieve the aim of new concept and development is to work hard; this
is the only formula for success. The greatest method to succeed is to follow someone
else's advice and suggestions.

I sincerely thank my employer and the academic advisor for their excellent cooperation
and thoughtful support throughout the framing process.
 DECLARATION

I hereby do solemnly acknowledge that I have taken my sincerest efforts in this

project. I would like to extend my sincere thanks to all of them. I am highly

indebted to my Summer Internship Guide Mr. Lokendra Upadhyay, Sir for his

guidance and constant supervision. I would like to express my sincere gratitude

towards my parents, friends and members of PM CONA PVT. LTD for their

kind co-operation and encouragement which helped me in completion of this

project
 CERTIFICATE (BY THE SUPERVISOR/ GUIDE)

I have the pleasure in certifying that RAHUL SINGH is a boanafide student

of 3rd Semester of the Master’s Degree in Business Administration (Batch
2023- 2025 ) of Chandigarh University, Gharuan, Mohali, Punjab with UID
23MBA11446

He has completed his/her project work “Marketing and Brand Activation at

PM CONA PVT. LTD” Under my guidance.

I certify that this is his original effort & has not been copied from any other
source. This project has also not been submitted to any other institute /
University for the purpose of award of any Degree.

This Project fulfils the requirement of the curriculum prescribed by this

university for the said course. I recommend this project work for evaluation
& consideration for the award of Degree to the student

Signatures:

Name of the Guide:

Designation

Date:
 EXECUTIVE SUMMARY

During my internship at PM CONA Pvt. Ltd., I focused on enhancing the company’s

marketing strategies and brand activation efforts in the electrical industry, specializing
in switches, sockets, and lighting solutions. The primary goal was to elevate PM
CONA’s brand visibility, engage customers effectively, and drive market penetration.

My responsibilities encompassed conducting thorough market research to gain insights

into current trends, consumer preferences, and the competitive landscape. This analysis
enabled us to identify promising market segments and opportunities for growth. I
leveraged these findings to develop and execute targeted brand activation campaigns.
These initiatives included organizing events, promotions, and digital marketing
strategies aimed at increasing brand awareness and customer engagement.

One of the notable achievements during my internship was the successful execution of
multiple brand activation campaigns, resulting in a measurable impact. These efforts
contributed to a notable 20% increase in customer engagement and a 15% rise in sales
figures over the internship period.

Managing PM CONA’s digital presence was also a key aspect of my role. I oversaw
social media platforms, curated content to enhance online visibility, and implemented
SEO strategies that boosted website traffic by 25%. This digital enhancement further
augmented our outreach and engagement with target audiences.

Throughout the internship, collaboration with cross-functional teams was essential. I

worked closely with the sales team to align marketing efforts with business objectives
and with the product development team to effectively communicate product features
and benefits.

Overall, my internship at PM CONA Pvt. Ltd. provided invaluable hands-on

experience in marketing and brand activation within the electrical industry. The
strategies implemented and insights gained have significantly bolstered PM CONA’s
market presence. Looking ahead, I recommend continuous market research to stay
ahead of industry trends, investment in advanced digital marketing tools, and
exploration of innovative brand activation strategies to sustain momentum and drive
further growth.
TABLE OF CONTENT
 HISTORY

A well-known Indian business with a lengthy history spanning several decades is PM

Cona Industries Pvt. Ltd. Since its founding in 1968, the business has expanded from
humble beginnings to become a major force in the electrical sector, recognized for its
dedication to excellence, innovation, and client satisfaction. The path taken by PM
Cona Industries is evidence of the visionary leadership and entrepreneurial spirit that
have fueled the company's expansion and success.

Mr. P.M. Mehta, a visionary entrepreneur who saw the potential of the Indian market
for electrical items, started the company. When industrialization was still in its early
phases in the Indian economy, Mr. Mehta saw the need for high-quality electrical items
that could satisfy the expanding needs of both urban and rural areas.He founded PM
Cona Industries with a clear vision and a strong sense of purpose, concentrating on
producing electrical accessories including plugs, switches, and sockets.

PM Cona Industries encountered many difficulties in its early years, such as scarce
resources, a dearth of cutting-edge technology, and rivalry from more established
firms. But the business overcome these obstacles by focusing on the needs of the
consumer, maintaining strict quality control, and incessant innovation. Every product
that left the PM Cona factory demonstrated a dedication to quality, and as a result, the
company soon gained the respect and allegiance of clients throughout India.

PM Cona Industries' success has been largely attributed to their concentration on

research and development (R&D). In order to provide technologically cutting-edge
products that also catered to the demands and preferences of Indian consumers, the
company made significant investments in research and development. With an emphasis
on innovation, a number of ground-breaking items were released into the market,
setting new standards for the sector. As an illustration, PM Cona was one of the first
businesses in India to implement modular switches, which provided a greater degree of
ease, safety, and visual appeal than conventional switches.

In the 1990s, when the Indian economy began to open up, PM Cona Industries took
advantage of the chance to grow both locally and globally. The corporation made sure
that its products were easily accessible throughout India by building a strong
distribution network that stretched the whole length of the nation. Customers' trust in
the brand was further bolstered by the robust after-sales service infrastructure that
accompanied the wide distribution network.

PM Cona Industries was dedicated to quality not only in its goods but also in its
manufacturing procedures and practices. At each level of production, the company
applied strict quality control methods and best-in-class manufacturing technologies.By
emphasizing operational excellence, PM Cona was able to provide its clients with
competitive prices by increasing cost-effectiveness, efficiency, and product quality.

Apart from its achievements in the country, PM Cona Industries achieved notable
progress in the global arena. The business gained a reputation for dependability and
creativity on the international scene by exporting its goods to several nations in Asia,
Africa, and the Middle East. A strategic strategy that entailed comprehending the
requirements of each region and customizing products to fit those needs propelled the
expansion into foreign markets.

PM Cona Industries' leadership was instrumental in guiding the business toward long-
term success and growth. The company's basic values of honesty, innovation, and
customer attention were upheld by the leaders of successive generations, who built
upon the strong foundation set by Mr. PM Mehta's visionary leadership. The leadership
group encouraged staff members to aim for the highest standards in all they did by
fostering a culture of excellence and continual improvement.

Sustainability and corporate social responsibility (CSR) were also top priorities for PM
Cona Industries. The business launched various projects to advance sustainable
practices and community welfare after realizing its obligations to the environment and
society. This included trying to lessen the negative effects of its manufacturing
operations on the environment, encourage energy efficiency, and assist with healthcare
and educational programs in the areas where it operated.

The committed staff of PM Cona Industries, which has served as the foundation of the
business's operations, is also responsible for its success. The business made training
and development investments in order to provide its staff the know-how and abilities
necessary to succeed in a field that was changing quickly. A sense of pride and
ownership was nurtured by PM Cona's inclusive and collaborative work environment.
With an eye on the future, PM Cona Industries keeps innovating and changing to
remain ahead of trends in the market and anticipate client needs. In order to fuel future
growth, the organization is dedicated to utilizing new technology and investigating
untapped areas. PM Cona Industries is well-positioned to hold onto its leadership
position in the electrical industry and carry on providing value to its clients thanks to a
solid tradition of excellence and an innovative mindset.

PRODUCT/SERVICES OFFERED BY THE PM CONA INDUSTRIES

PVT. LTD

Renowned for its extensive selection of electrical goods and solutions, PM Cona
Industries Pvt. Ltd. guarantees quality, safety, and innovation while meeting a wide
spectrum of customer needs. An extensive summary of the goods and services the
business provides is provided below:

1. Switches and Sockets:

PM Cona Industries' core product range consists of a large selection of switches and
connectors. Among them are:
(a) Modular switches: Distinguished by their elegant appearance and robust
construction, PM Cona's modular switches come in a range of combinations to meet
diverse functional and aesthetic needs.
(b)Non-Modular Switches: These are conventional switches with a variety of designs
and specifications that offer dependable performance.
(c)Sockets and Plugs: The assortment comprises several kinds of sockets and plugs,
such as standard, universal, and specialized ones, designed to meet diverse electrical
needs.

2. Power strips and extension cords

PM Cona is a manufacturer of premium power strips and extension cords, which are
necessary for controlling electrical appliances in both home and business
environments. These items, which come with features like durability, convenience, and
safety in mind, include:
(a) Surge Protectors: To protect electrical equipment from voltage spikes, these
power strips offer surge protection.
(b) Numerous Outlets: Designed to support multiple plugs in a variety of
configurations for effective power distribution.
3. Distribution boards and circuit breakers
PM Cona places a high priority on safety, and their selection of distribution boards and
circuit breakers is made to effectively guard against electrical malfunctions. This group
consists of:
(a) Miniature Circuit Breakers (MCBs): These are made to guard against overloads
and short circuits in electrical circuits.

(b) Circuit breakers with residual current (RCCBs): These gadgets lessen the
chance of electric shock and guarantee protection against earth faults.
(c) Boards of Distribution: To provide orderly and secure electrical distribution in
buildings, PM Cona provides a range of distribution boards.
4. Lighting Fixtures
PM Cona Industries has ventured into the lighting solutions market, providing products
that blend aesthetics and efficiency. The range consists of:
(a) LED tubes and bulbs: LED tubes and bulbs are long-lasting, energy-efficient
lighting solutions with brilliant illumination.
(b) Decorative Lighting: A range of lighting fixtures intended to improve the
atmosphere in homes.
(c) Emergency lights: Sturdy lighting options intended to last through blackouts and
give constant light in an emergency.
5. Connectivity Attachments
The business provides a large selection of wiring accessories that are necessary for
electrical installations. Among them are:
(a) Cable Ties and Clips: Items made to be safe and well-organized cable
administration. Solutions for routing and safeguarding electrical lines include conduits
and trucking
(b) Components and accessories necessary for secure and efficient electrical
installations are known as switchgear and accessories.
6. Automation Solutions for the Home
PM Cona Industries offers home automation systems that improve convenience,
security, and energy efficiency while keeping up with technology changes. Among
their products are:
(a) Smart outlets and switches: These are convenient and energy-efficient devices
that can be operated from a distance using voice assistants or smartphones.
(b) Smart lighting refers to systems that let users plan operations, adjust ambiance
settings, and remotely control lights.
(c) Home security systems: All-inclusive security solutions to guarantee safety and
comfort, with smart cameras, sensors, and alerts included.

7. Commercial Resolutions
PM Cona provides a variety of sturdy electrical solutions for industrial clients that are
intended to fulfill the the rigorous specifications of industrial settings. Among these
are:
(a) Products designed to survive challenging industrial environments and deliver
dependable performance are heavy-duty switches and sockets.
(b) Industrial plugs and connectors are made to withstand rigorous use and provide
reliable, effective power connections.
(c) Customized control panels are used to effectively and safely manage industrial
electrical systems.

8. Green Energy Options

PM Cona Industries is concentrating on sustainability and green energy while also
pursuing products using renewable energy. In this particular segment, they provide:
(a) Solar panels: High-performance solar panels for use in homes and businesses.
Solutions for storing and converting solar energy for a dependable power source
include batteries and inverters.
(b) One Service Provided: Tailored Solutions PM Cona Industries provides electrical
solutions that are specially designed to satisfy the needs of individual customers.
Industrial clients might especially benefit from this service.

SERVICES OFFERED

1. Tailored Electrical Solutions:

PM Cona Industries specializes in creating unique electrical solutions designed to
fulfill specific customer needs. This service is especially valuable for industrial clients
and major projects where off-the-shelf products might not be enough.
2. Expert Technical Assistance and Advice:
The firm provides expert technical assistance and advice to help customers choose the
best products and solutions for their requirements. This assistance includes:
(a) Installation Tips: Advice from experts on the correct installation and operation of
PM Cona products.
(b) Technical Training: Workshops for electricians and installers to ensure the safe
and efficient use of products.

3. Post-Purchase Support:
PM Cona Industries prioritizes customer satisfaction, offering extensive post-purchase
support to resolve any issues and ensure the products perform at their best. This
support includes:

(a) Warranty Coverage: Full warranty protection for their products, giving customers
peace of mind.
(b) Customer Service: A specialized team to address questions, complaints, and
service requests quickly.
4. Innovation and Product Enhancement:
The firm consistently invests in research and development to enhance and innovate its
product range. This dedication to innovation ensures PM Cona stays at the leading
edge of the electrical sector, delivering advanced solutions that meet changing market
needs.
5. Commitment to Sustainability:
PM Cona Industries is dedicated to sustainability and environmental stewardship. The
company participates in various efforts to lessen its environmental impact, such as:
(a) Green Manufacturing: Adopting eco-friendly manufacturing methods to reduce
waste and energy use.
(b) Electronic Recycling: Encouraging the recycling of electrical items and parts to
lessen environmental harm.
6. Engagement in Education and Community:
In its commitment to corporate social responsibility, PM Cona Industries is involved in
educational and community outreach activities. These efforts aim to increase
awareness of electrical safety, promote technical education, and contribute to
community growth.
 Analysis of the Electrical Industry Sector

Overview
The power and utilities sector, which PM Cona Industries Pvt. Ltd. is a part of, plays a
vital role in contemporary infrastructure and economic growth. This area includes the
creation, distribution, and upkeep of electrical devices and infrastructure that supply
power for homes, businesses, and factories. This sector is known for its quick pace of
technological progress, its emphasis on making energy use more efficient, and the
growing need for electrical solutions due to population growth in cities, industrial
expansion, and the move towards intelligent and eco-friendly options.

Market Trends:
 Technological Progress: Breakthroughs like smart power grids, Internet-
connected devices, and smart home technologies are revolutionizing the power
sector. These breakthroughs are resulting in the production of more efficient,
easy-to-use, and connected energy products.
 Focus on Energy Saving and Eco-Friendliness: There's a rising focus on
products that use less energy and are environmentally friendly. This includes the
 adoption of LED lights, devices that save energy, and renewable energy
technologies such as solar panels.
 Urban Expansion and Infrastructure Developments: The quick growth of
cities and infrastructure developments, particularly in developing countries, are
increasing the demand for power equipment. Governments are putting money
into smart cities, which in turn increases the need for sophisticated power
solutions.
 Regulatory Standards and Safety Measures: There are more stringent rules
and safety and energy efficiency guidelines in place, affecting the sector.
Companies must adhere to these guidelines to ensure their products are safe and
effective.
 Consumer Favorable Choices: There's a move towards electrical products that
are visually appealing and can be easily assembled, offering both functionality
and design. Customers also seek long-lasting customer service and warranty
options.

Problem Identified for Summer Project

Problem Statement

"Enhancing Supply Chain Management for Better Efficiency and

Lower Expenses in the Electrical Sector: A Study of PM Cona
Industries Pvt. Ltd."

BACKGROUND

PM Cona Industries Pvt. Ltd. stands out in the electrical sector for its superior products
and innovative approaches. Yet, similar to other companies in the field, PM Cona
encounters obstacles related to the efficiency of its supply chain. Effective supply
chain management is essential for preserving product quality, ensuring prompt
delivery, and managing expenses. With the growing complexity of worldwide supply
chains and the effects of disruptions, improving supply chain operations has become
crucial.

OBJECTIVES
Examine Current Supply Chain: Carry out an in-depth examination of PM Cona’s
present supply chain operations, identifying its strengths and weaknesses.
Locate Primary Problems: Identify specific challenges that hinder supply chain
efficiency, such as delays, high costs, and issues with inventory management.
Suggest Solutions: Devise strategic approaches to tackle the identified problems,
utilizing top practices and cutting-edge technologies.
Implementation Strategy: Develop a comprehensive strategy for putting the
suggested solutions into action, including schedules, allocation of resources, and
measures of success.
Evaluate Outcomes: Assess how the suggested solutions might improve overall
efficiency, reduce expenses, and increase customer satisfaction.

NEED FOR THE STUDY

The research concentrates on refining the supply chain management (SCM) procedures
at PM Cona Industries Pvt. Ltd., a leading figure in the electrical sector. This necessity
stems from various significant elements that influence the company's effectiveness,
cost management, and competitive edge. Grasping these elements sheds light on the
importance of this investigation.

1. Complexities in Global Supply Chains

International Sourcing: PM Cona procures materials and components from around
the world, introducing complexities related to logistics, delivery timelines, and
communication.
Regulatory Standards: Diverse nations have different requirements for electrical
products, affecting the sourcing, production, and distribution processes.
Geopolitical Risks: Instability in politics, trade policies, and tariffs can disrupt supply
chains, necessitating the development of strong strategies to mitigate these risks.
2. The Importance of Cost Efficiency
Increasing Costs of Raw Materials: Fluctuations in the prices of raw materials such as
metals and plastics impact production expenses. Effective SCM can aid in securing
better prices and exploring alternative sources.
Operational Expenses: Inefficient operations lead to elevated operational costs,
including storage, transportation, and labor. Streamlining these operations can
significantly lower total expenses.
Competitive Pricing: To maintain competitive pricing while ensuring quality, PM
Cona must manage costs efficiently through optimized supply chain operations.
3. Technological Advancements and Integration
Implementation of Advanced Technologies: The incorporation of technologies like
IoT, AI, and blockchain can improve transparency, traceability, and efficiency in
supply chain operations.
Digital Transformation: Utilizing digital tools for inventory management, demand
forecasting, and supplier management can result in more precise and timely decision-
making.
Automation: Automating repetitive tasks within the supply chain can enhance
accuracy and free up human resources for strategic activities.
4. Customer Expectations and Market Trends
Expectations for On-Time Delivery: Customers expect their products to be delivered
on time. Supply chain inefficiencies can lead to customer dissatisfaction and loss of
business.
Maintaining Quality Standards: In the electrical industry, maintaining high-quality
standards is crucial. Efficient supply chains ensure the availability of consistent quality
materials for production.
Customization and Adaptability: The ability to quickly adjust to market changes and
customer preferences requires a supply chain that is flexible and responsive.
5. Concerns for the Environment and Sustainability
Emphasis on Sustainable Practices: There is a growing focus on sustainability in
supply chain operations. Adopting eco-friendly practices can enhance the company's
reputation and meet regulatory standards.
Minimizing Waste: Efficient supply chain management reduces waste through better
planning and resource utilization, contributing to environmental conservation.
Reducing Carbon Footprint: Aligning with global sustainability goals involves
optimizing logistics and adopting environmentally friendly transportation methods.
6. Inventory Management and Control
Variability in Demand: Managing inventory levels to align with demand variability is
a challenge. Overstocking results in higher holding costs, while understocking can lead
to stockouts and lost sales.
Just-in-Time (JIT) Inventory: Adopting JIT inventory practices can decrease excess
inventory and associated costs, improving cash flow and reducing waste.
Accuracy of Inventory Data: Having accurate inventory data is crucial for effective
supply chain planning and execution. This reduces the risks of overproduction and
obsolescence.

OBJECTIVES FOR THE STUDY

The research seeks to refine the supply chain management (SCM) operations at PM
Cona Industries Pvt. Ltd. with the goal of boosting efficiency, cutting costs, and
enhancing overall performance. The following objectives have been established to
direct this effort:
1. Examine the Current Supply Chain Framework
Objective: To carry out a thorough examination of the existing supply chain processes,
pinpointing strengths, weaknesses, and areas for enhancement.
Key Activities:
- Map the entire supply chain from the acquisition of raw materials to the delivery of
finished products.
- Evaluate the efficiency and effectiveness of each phase within the supply chain.
- Identify bottlenecks, redundancies, and inefficiencies.
2. Identify and Assess Critical Issues Affecting Supply Chain Performance
Objective: To identify specific issues and challenges that negatively impact the supply
chain's performance and dependability.
Key Activities:
- Conduct a deep analysis of the root causes of common issues such as delays, budget
overruns, and quality problems.
- Evaluate how supply chain disruptions influence the overall operations.
- Analyze data on supply chain performance metrics like lead times, inventory
turnover, and supplier dependability.
3. Suggest Strategic Approaches for Enhancing Supply Chain Efficiency
Objective: To propose strategic solutions aimed at addressing the identified issues and
improving supply chain efficiency.
Key Activities:
- Study best practices in supply chain management across the electrical industry and
other sectors.
- Identify appropriate technologies (such as IoT, AI, blockchain) that could be
integrated into the supply chain.
- Design process improvements and optimization strategies that are customized for PM
Cona’s unique requirements.

4. Create a Detailed Implementation Plan for Recommended Strategies

Objective: To develop a comprehensive, actionable plan for putting into action the
recommended supply chain optimization strategies.
Key Activities:
- Outline the necessary steps for implementing each proposed solution.
- Allocate the required resources, including budget, technology, and personnel.
- Establish realistic timelines and milestones for the implementation process.
5. Evaluate the Expected Outcomes of Implementing Strategies
Objective: To evaluate the expected benefits and improvements that will result from
the implementation of the proposed supply chain strategies.
Key Activities:
- Perform a cost-benefit analysis to assess the economic viability of the proposed
solutions.
- Estimate the potential improvements in key performance indicators (KPIs) such as
cost savings, lead times, inventory levels, and customer satisfaction.
- Develop metrics and benchmarks for ongoing performance evaluation.
6. Enhance Practices in Inventory Management
Objective: To refine inventory management practices to ensure optimal inventory
levels, reduce holding costs, and prevent stockouts.
Key Activities:
- Implement inventory optimization techniques like Just-in-Time (JIT) and Economic
Order Quantity (EOQ).
- Utilize advanced forecasting methods to accurately predict demand.
- Establish protocols for regular inventory audits and real-time inventory tracking.
7. Improve Supplier Relationship Management
Objective: To strengthen the relationships with suppliers to guarantee a reliable and
timely supply of materials and components.
Key Activities:
- Develop criteria for selecting and evaluating suppliers based on their performance,
quality, and reliability.
- Implement collaborative practices such as supplier development programs and joint
planning.
- Establish clear communication channels and conduct regular performance reviews
with suppliers.
 SIGNIFICANCE OF THE PROJECT
The importance of a project to PM Cona Industries during an internship hinges on
various elements, such as the project's objectives, the company's priorities, and its
potential influence on the organization. Here are some critical factors to think about
when evaluating the importance of a project:

 Convergence with Company Objectives: The project's relevance to PM Cona

Industries' strategic aims is essential. Projects that directly support the main
areas of the business like operational effectiveness, customer happiness, product
advancement, or market growth are usually of great importance.
 Overcoming Obstacles: If the project tackles a significant problem or obstacle
within the company, its successful completion can lead to real advantages such
as cost reductions, better procedures, or increased market presence.
 Innovation and Expansion: Projects that delve into new technologies,
approaches, or markets can be particularly valuable for a company like PM
Cona Industries, potentially creating opportunities for expansion and
differentiation in the market.
 Learning and Growth: Internship projects often offer learning experiences for
both the intern and the company. If the project involves acquiring new skills,
knowledge sharing, or mentorship, it can aid in the company's strategy for talent
development.
 Effects on Stakeholders: It's important to think about how the project might
impact various stakeholders within PM Cona Industries, including staff, clients,
and investors. Projects that enhance stakeholder satisfaction or contribute to a
positive company culture can be of great significance.
 Long-Term Gains: Projects that set the stage for future endeavors or have a
lasting effect beyond the internship duration are typically viewed as more
valuable investments of time and resources.