1.

1 INTRODUCTION

An internship is a period of work experience offered by an employer to give students

and graduate exposure to the working environment, often with in a specific industry,
which relates to their field of study.

Internship can be short as a week or as long as 12 months. They can be paid or

voluntary. Internship can be done in a range of sectors, including sales, marketing,
management and many more. Throughout an internship will develop a variety of soft
skills, including communication skills, personal effectiveness, presentation skills,
creative problem solving and influencing skills.

The Alleppey Co-operative Spinning Mills Ltd (ACSM) registered on 21 July 1981
with number DI/793/81 and was commissioned on 30 October 1999 with a capacity
of 6008spindles. The Government acquired 7.9 hectors i.e., 19.5 acres of land in
Pathiyoor Village, Kayamkulam in Alleppey district with an estimated value of 26.9
lakhs rupees. The project report was prepared by All India Federation of Co-operative
Spinning Mills Ltd. The total cost of the project was Rs.1136 lakhs.

The Mill was set up by the All India Federation of Co-operative Spinning Mills Ltd,
Mumbai. The total estimated cost requirement for the mill was 1136 lakhs as per the
SITRA standard. The initial membership of the Society was 34 members and
registered as a public Ltd company in the Co-operative sector and registered under
Kerala co-operative Society Act 1969. The Board of Directors shall compete to
delegate the power and duties of the Chairman, General Manager or any other officer
the mill for efficient management of the business of the mill.

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1.2 OBJECTIVES OF INTERNSHIP

 To study about the organization.

 To analyze various functions performed by the various departments in the

organization.

 To compare theoretical knowledge with actual practice.

 To access the functions of marketing department at ACSM LTD, Alappuzha.

 To interact with the managers at different levels and find out the duties and
responsibilities.

1.3 SCOPE OF INTERNSHIP

It helps to understand about various factors and activities which are assigned to
various people in marketing department. Internship helps to gain knowledge about the
real life situations faced by marketing employees in each stage of work. It provides a
chance to see the practical constraints faced by the manager while putting theory into
practice. Internship helps to maintain personal contact with the organization. It is also
very beneficial because they provide both theoretical and practical knowledge
regarding various aspects of marketing management and their implication.

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1.4 COMPANY PROFILE

Alleppey Co-operative Spinning Mills registered on July 21, 1981 with registration
number D1/7934/81 commissioned on October 31, 1999 with a capacity of 6000
spindles. The Government acquired 7.9 hectors i.e., 19.5 acres of land in Pathiyoor
village, Kayamkulam in Alleppey District with an estimated value of 26.9 lakhs. All
India Federation of cooperative Spinning Mill Ltd Bombay set up this mill. The total
estimated cost requirement for the mill was 1136 lakhs & functions as per the SITRA
(South Indian Textile Research Association) standard. The initial membership of the
society was 34 members and registered as a public Ltd company in the cooperative
sector& registered under Kerala Cooperative Societies Act 1969. The Handloom
Director, Managing Director of Texfed, General Manager of mill & Finance manager.
At present in Alleppey Co-operative Spinning Mills, there are 22 machines. The
capacity of the machine is 1008 spindles, which make up 22176 spindles.

Functioning process of the mill is carried on shift basis: -Work shift Time

1. First shift 7am– 3pm

2. Second shift 3pm– 11 pm

3. Third shift 11pm– 7 am

Source: company records

Women were allowed to take 2 days leave in week & in the case of men, they are
allowed to take 1-day leave in a week. Both of them are given separate rest rooms
&canteen.

Facilities are also provided in the mill itself with cheap rate. And other benefit which
the workers enjoyed inside the mill are provident fund, ESI, night allowance etc.

Raw materials being used are cotton taken from the flower& processed to convert it to
yarn. Raw materials are purchased mainly from Andhra Pradesh, Tamil Nadu, and
Maharashtra etc. the quality of raw material & those of yarn is based upon SITRA
(South India Textile Research Association) standard. Yarn produced here is of
different Verities based upon the count which is used to measure its quality such as

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40’s, 44’s64’s. Among this 64’s, possess the highest demand in the market. The
product of ASCM is marketed through Depot Marketing with the help of agents in
Mumbai there are Ramaninkal Nandalal Brothers & Sathyam enterprise. Production
process of yarn yields wide varieties of wastes, which can be used for:

 To analyze Noil used to produce yarn by allowing it to reproducing process.

 Hard waste used in the workshops.
 Flat strips used as surgical cotton.
 Pneumafils can be used again by allowing it reprocessing process.
In ASCM, the functional norms & rules are stated or expressed by the south Indian
Department Research Association, Coimbatore being followed in the mill. The norms
for staffs & non- productive operatives employed in different department of ACSM
implemented.

The First Board meeting was conducted on 28th NOV.1982, the following persons
were presented.

 Sri. Thachady Prabhakaran (President)

 Sri. K. M. Abdul Lathif
 Sri. K. S. Vasudeva sarma
 Sri. N. Krishna kumar
 Sri. Thundathil kunju Krishna pillai
 Sri. K. Abdul salam
 Sri. K. Narayan
 Sri. C. K. Vasu
 Sri. M. K. Purushothama Das
 Sri. A. C. Mathew
 Sri. V. M. Abdul Khader
After years, in the year 1999, the Mills started its commercial production by the
strong leadership of Sri. G. Sudhakaran, then MLA and the present Minister of Kerala
for Public. Works Department and the following persons were in the Board as
Directors. The trial run inaugurated by Smt. Susheela Gopalan (late), then Hon'ble
Minister for Industries, Govt of Kerala Initially the Mills started with 6048 spindles to
produce coarser counts like 40 Combed counts.
 Sri K. K. Chellapan (Director)

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 Sri S. Govinda kurup, Ex MLA (Director)
 Sri V. S. Moni (Director)
 Sri M. A. Aliyar (Director)
 Sri Adv. B. Rajendran (Director)

In the year 2010 the Govt. of Kerala availed a Hank yarn project– a project to cater
the requirements of our Hank yarn to the traditional sector of Hand looms with a
reasonable price. In the same year the mills increased its capacity to 12096 spindles
with new state of art technology Machines. In the year 2015, the Government of
Kerala considered the Mills for Rehabilitation, Modernization and Expansion of
Alleppey Co-operative Spinning Mills with NCDC assistance, by a total cost of
33.9426 crores. The detailed Project of 33.9426 crores was approved by the Govt. of
Kerala and availed 22.8199 crores. The project is going on and new state of art
technology machines were erected and we will be able to cater good quality yarn after
the completion of the Project. The Mills continuing its project implementation under
the strong and intellectual management of Sri. M. A. Aliar, Hon'ble Chairman and
P. S. Sreekumar, General Manager/CEO. The present Director Board members are

 Sri. K. Sudheer, Director of Handlooms and Textile

 Sri. A. Ajith Kumar, Deputy Secretary, Finance Department, Govt. of Kerala.
 Sri. K. Sunil Kumar, Deputy Secretary, Industries Department, Govt. of Kerala.
 Sri. M. K. Salim, Managing Director, TEXFED.
 During 2015 the Mills got ISO 9001:2008 Certification and the Alleppey Co-
operative Spinning Mills was the one and only Spinning Mills under Govt. of
Kerala got this Certificate of Quality Management System.
 During 2017, we transitioned the ISO 9001:2008 Certificate to ISO
9001:2015Certificate which is the latest form of ISO Certification. Here also we
had shown our dedicated team work.
 Now, the Mills having 330 Employees and producing a wide range of Cotton Yarn
of Carded and Combed counts from 30s to 100s Auto coned yarn in Cone and
Hank form according to the requirement of Market.
 We are all thinking for improving the performance of the Mills day by day and
expecting that we can cross all constraints because all employees of the Alleppey

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 Co- Operative Spinning Mills are positive minded due to the positive approach of
approved Trade Union Leaders.

1.4.1 FACT SHEET

Company name : The Alleppey Co-operative Spinning Mills

LTD. (ACSM)

Year of establishing : 31 October 1999

Address : Kareelakulangara P.O, Kayamkulam,

Alappuzha Kerala – 690572

Contact number : 0479-2435175

E-mail ID : acsmgm@yahoo.com

Area of company : 7.9 hectors i.e., 9.5 acres of land.

Business type : Manufacturer and Supplier

Ownership type : Public Ltd Company=

Total no. of employees : 330

No. of office staffs : 10

No. of engineers & technicians : 4

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1.4.2 STRATEGIC INTENT

MISSION

 Mission is the basic constituent of the company it does not change with the time
rather all the operation of the company is for the fulfillment of the mission. It is
the contribution of the company to the society.

 The mission of The Alleppey Co-operative Spinning Mills LTD is to improve the
quality of the product as well as to develop and manufacture the product
according to the demand in the market.

VISION

a. Vision towards public: - Ginning of cotton, spinning of yarn from cotton

exported to domestic markets.
b. Vision towards quality: - Provide quality cotton yarn at a competitive rate to
ensure customer satisfaction.
c. Vision towards employees: - Provision of continuous employment and welfare to
the employee’s attached with ACSM.

ACSM is committed to operating a successful business by developing, manufacturing

and supporting quality yarn products of the world textile industry.it can be achieved
by;

 Developing long term relationship with our customers and suppliers.

 Providing superior quality products at competitive prices.
 Exceeding industry standard with exceptional customer and technical service.
 Maintaining our competitive position through leading edge technology.
 Providing a safe, fulfilling and rewarding work environment for our employees.
 Serving supporting the communities in which we operate. Mills are positive
minded due to the positive approach of approved Trade Union Leaders.

OBJECTIVES OF COMPANY

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 To supply cotton yarn to members
 To promote industrial development in virtual areas.
 To provide gainful employment to virtual areas.
 To safeguard the weaker section from the exploitation of large sellers.

1.4.3 PRODUCT PROFILE

In ACSM the yarn is produced from the cotton which is extracted from the fruit of
cotton plant which are produced at various parts of nation. The production process
includes the process of converting raw materials and other useable and saleable output
as final finished product which in return in produced in profit for the organization.

YARN

Yarn consists of strands of materials twisted together. Each strand is made up of

fibers, all shorter than the piece of yarn that the form. These short fibers are spun into
longer filaments to make the yarn.

The characteristic of spun yarn depends on the amount of twist given to the fibers
during spinning is the process of creating yarn from various raw materials. The
characteristics of yarn also depend on the materials used, fiber length and alignment
and quantity of fiber used.

A fairy high degree of twist produces strong yarn a low degree of twist produces
softer, mere lustrous yarn and a very tight twist produces crepe yarn. Yarn is also
classified by their number of parts. A single yarn is made from a group of filament
fibers twisted together. Ply yarn are made by twisting two or more single yarn. Cord
yarns made by twisting together two or more ply yarn.

Yarn is manufactured by earlier spinning or air texturizing process. Yarn

manufacturing was one of the very first processes that were industrialized.

CONE YARN

The winding is the process of creating large yarn

package called “Cone” from a number of small yarn

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package (Ring cops) in order to make use of yarn in
subsequent machinery. It is produced from cone
winding machines.

HANK YARN

Hank yarn is one of the form of yarn produced from

spinning mills. It is produced from Reeling machines. In
the textile industry hank refers to a unit of yarn, or twine
that is in a coiled form. This is often the best form for
use with handloom compared to the cone from needed
for power looms. Hanks came in a fixed length
depending on the type of material, so the term hank is
sometimes used as a unit if measure. For instance, a
hank of linen is 270meters and a hank of cotton or silk is
768 meter.

PRODUCT SPECIFICATIONS

The Alleppey Co-operative Spinning Mill producing both Carded and Combed
Counts in the form of Hank & Cone. Also producing single & doubled yarn from TFO

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machines. The details of yarn specification are given below. Hank yarn is producing
SHPR, DHPR, DHCR, and FHCR as per the requirement from market.

Count CV Bag Weight

Count (Ne) Carded/Combed CSP IPI/ Km
(%) (in Kg)
40s Carded 2200 2000±100 2 50/60
2/40s Carded Warp 2500 500±50 1.5 50/60
60s Carded 2100 2500 ± 100 2.5 50/60
2/60s Carded Warp 2600 1000 ± 50 1.5 50/60
62s Carded 2100 2500 ± 100 2.5 50/60
2/62s Carded Warp 2600 600 ± 50 1.5 50/60
67s Carded 2000 3000 ± 100 3 50/60
2/67s Carded Warp 2100 750 ± 100 3 50/60
2/80s Carded Warp 2600 800 ± 100 3 50/60
60s Combed 2400 1500 ± 100 2 50/60
2/60s Combed Warp 3000 150 ± 50 1.5 50/60
80s Combed Warp 2700 1500 ± 100 2 50/60
2/80s Combed Warp 2900 500 ± 50 1.5 50/60

In addition to the above count, the mill can produce count ranging from 40s to 100s as per the
required quality.

PRODUCTION PROCESS OF YARN

In this mill the raw material is cotton which is converted into yarn. The conversion of
cotton in to yarn is a lengthy process. The various operations are carried out in
different departments. The various sub process involved in production are as follows.

a) MIXING

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 Cotton being a natural fibre has unique properties of its own. It is characterized by
good water absorbency, skin comfort, durability, synthetic and fibres are known for
its strength. When natural fibre is mixed with synthetic fibre, it improves the overall
properties of the fibre.

In the mixing process, the cotton fibres are mixed with synthetic fibres in the ratio
80:20. The synthetic fibre and cotton fibre are mixed thoroughly to get a uniform
blend. The objective of mixing is to obtain a near possible uniformity in length,
quality and colour.

b) BLOW ROOM

Reduction of fibres and yields good quality yarn. This process is performed only
during the day shift. As the name suggests, the process is performed through an air
process. In the blow room line consist of opening, cleaning, cleaning, mixing and lap
making machine. The processes involved in blow room are: -

 Opening: The opening function is performed through a bale opener. In this

process, the compressed fibres are separated into small tufts with very less loss of
lint. It works with the principle of holding the tufts of fibres with sets of teeth and
drag them across another set of teeth.
 Cleaning: After the opening of the fibre comes the cleaning process. The
unwanted foreign particles are easily eliminated as the fibres are separated into
small tufts. This results in fine quality cotton fibres.
 Blending or Mixing: In the spinning process, when varieties of cotton fibres are
kept together, it is called mixing. For example, Mixing Indian cotton fibres and
American cotton fibres. On the other hand, when different fibres of the same
grades are blended, it’s called blending. The loose cotton passes through the sketcher
and is converted into uniform sheets called laps. The laps are then delivered to the next
department called carding.
c) CARDING
Carding is the third stage and the most important department in the spinning mill. It
is also called the heart of spinning. There are 14 cards and the carding department
function in 3 shifts.
Objectives of carding process are:

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 Waste removal
This is to remove the impurities and cleaned the cotton further. The main wastes
extracted from the cotton in the carding department are;
 Flat strips
 Linker in waste
 Cylinder waste
 Invisible waste
 To remove the short fibres, bits of seeds, leaf etc. from the laps. So that better yarn
may be produced as far as possible.
 To loss the fibres and separate fibres so that the work of the draw frame (which is to
make them parallel) may be effective.
 The silver can be stored in cans. The carding process helps a through mixing of the
fibres.
d) DRAWING
Drawing is the process of straightening a group of slivers by passing them through a
series of rollers. Each pair of rollers rotates faster than the previous one. There are
three drawing machines in the department. The objective of the drawing process is to:
 Blending of silvers
 Paralysation of fibres
 Improvement of uniformity of silver
 Purification of silver further
e) SIMPLEX

There are six simplex machines. Simplex machine used in yarn manufacturing
transforms the drawn slivers into roving. The roving is now fed into the ring frames to
yield yarn. Here the silver passes in between their lines of roller where it is subjected
to drawing action. An alight twist is given and it is ten wound up on bobbins by
means of filter.

f) SPINNING

The spinning is the last stage in the manufacturing of the yarn. The spinning frames
convert the roving into the yarn of the required count. The main operation carried out
in the ring frames are drafting twisting and winding. The roving received from the
simple department is still much thicker than the thickness the final yarn required.

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 There for the first process on the ring frame is drafting. The next operation is twisting.
The amount of twist inserted here is larger than any other previous stage in order to
give sufficient strength for the end use requires. These are fitted up on spindles which
run at a speed of about13000 to 16000rpm.

g) WINDING

Winding machines are used for removing defects like thick and thin places in the yarn
and to enhance the length. Here the cop wound yarn from the ring frame in the
spinning department is transformed to conical shaped mass off wound on paper cones
weighting 1 kg. The cops are fixed on spindlier at the bottom of the winding machines
in the length wise, yarn us then passed and through guides and wound on paper cones.

h) PACKING

The yarns wound on large package at spinning loops are called cones. It is convenient
for continues operation to be carried out in the subsequent process. The cones are then
packed in plastic bags. The net weight of a bag is 50 kg. Each unit consist of a wide
variety of machines which is placed in this mill based up on the sequent in which
process in producing yarn in the variety of the cotton. In this mill there is a layout
being followed for the production process layout. Process layouts in the machines
similar function in placed in plant location which are linked to other machines are
completing cycle of production.

1.4.4 ACHIEVEMENTS AND MILESTONE

 During 2015 the mills got ISO9001:2008 certification and the Alleppey co-
operative spinning mills was the one and only spinning mills under government of
Kerala got this certificate of quality management system.
 During 2017, the company transitioned the ISO9001:2008 certificate which is the
latest form of ISO certification, here also the company shown their dedicated team
work.

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 1.4.5 FUTURE PLAN OF COMPANY

 Plan to improve sale value and contribution by way of value addition

 Value addition of gassed, mercerized yarn.
 The major plan is to generate solar power through the installation of solar panels

1.4.6 COMPETITORS

There are varies competitors Alleppey CO-Operative Spinning Mills Ltd. Nation
Wide, some of them are:

 To study about the organization.

 Nagara Spinning Mills Pvt. Ltd.
 Sahar Spinning Mills Pvt. Ltd.
 Sri Saravana Spinning Mills Pvt. Ltd.
 Krishnaganga Spinning Mills Pvt. Ltd.
 Umar Spinning Mills Pvt. Ltd.

1.4.7 LIMITATION

 Less Promotional activities.

 No international market shares.
 Bleaching is outsourced to another company which makes the process costlier

2.1 ORGANIZATIONAL STRUCTURE

An organizational structure defines how activities such as task allocation,
coordination and supervision are directed toward the achievement of organizational
aims. Organizations need to be efficient, flexible, innovative and caring in order to
achieve a sustainable competitive advantage. Organizational structure can also be
considered as the viewing glass or perspective through which individuals see their
organization and its environment.

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 An organization can be structured in many different ways, depending on its
objectives. The structure of an organization will determine the modes in which it
operates and performs. Organizational structure allows the expressed allocation of
responsibilities for different functions and processes to different entities such as the
branch, department, workgroup and individual.

Like another organization, the ACSM has separate departments and separate
executive heads for each department. The departments are collectively working for
the achievements of the goals of the company. The Board of Directors is the top
official in the management of the ACSM and each department has a separate
department head.

Departments are based on the functional basis. The functional organization, the whole
task of top level management is divided into a number of functions according to the
nature of work involved such as Finance, Human Resources, Production,
Maintenance, Marketing and Quality. Each department specializes in its own area of
operation.

ORGANIZATIONAL STRUCTURE OF THE COMPANY

Chairman

General
manager

Finance Marketing Production Quality Maintenance

HR manager
manager manager manager manager manager

Assistant Assistant Mill QAD Maintenance

Accountant
manager Manager Manager Manager Manager

Time keeper Dealers Spinning QAD

Cashier Supervisor
Master In charge

Deputy Mechanical
Agents Spinning Master
Investigators
Fitter

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Assistant Maintenance
Spinning Master Gang
 Supervisor

Workers

2.2 BRIEAF DESCRIPTION ABOUT EACH FUNCTIONAL

DEPARTMENT IN ACSM

FUCTIONAL DEPARTMENTS

An organization is a roof under which group of people work together as a team

towards common objectives. This is achieved when there is an organized effort from
all concerned. The organizational objectives are desired state of affairs which an
organization attempts to realize.

Realization of objectives sought through the coordinated efforts of the people and
resources which constitutes an organization. Resources include men, money,
machines and material. Essence of management is integration of various
organizational departments.

In every organization there are mainly 5 departments such as production, marketing,

personnel, finance and quality management which coordinate the work and maintain a
good relationship between superiors and subordinates.

Like all other organization, in ACSM, for proper functioning is the most competitive
environment, the function of the management is divided into 5 main sections or
departments. They can be named as;

The main departments of ACSM are –

1. Human resource department

2. Finance department

3. Marketing department

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4. Production department

5. Quality control department

1. HUMAN RESOURCE DEPARTMENT

ACSM takes place its highly motivated and trained human resource that has
maximized its performance and there by its growth and profit. Morale of the
employee remain facilitating and smooth working of the company. Skill requirement
related to different disciplines are identified and training programs and workshops are
efficiently of the human resource.

2. FINANCE DEPARTMENTS

Finance department is headed by finance manager and supported by the assistance

finance officer and cashier. The department is fully computerized and manpower is
limited since all receipts and payments are computerized. All the purchasing work are
handled through online as a result of distance the financial transactions in ACSM are
carried out with the help of computers. The record maintained in the department
includes;

Journal, ledger and sub ledger, cash book, profit and loss account, balance sheet. All
the planning and controlling of financial resources are carried out by financial
manager. All the transactions are carried out with the agents placed in Mumbai. All
these transactions are controlled by finance department. In which 51% of capital is
provided by government and the 49% by others such as IDBI (industrial development
bank of India), IFCI (Industrial financial cooperation of India) etc. there are so many
sub section in finance department like establishment section, book section, cash and
bank section, price, storage and ledger section.

The responsibilities of finance manager include;

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Arrangement of funds from financial institution

Managing fund raising program

Arrangement of fund from financial institution trough share, debentures etc.

3. MARKETING DEPARTMENT

WTO, which came into existence from 1st January 1995, regulates the world trade by
a number of agreements signed by the member countries. ATC (Agreement on Textile
& Clothing) is one of the 29th agreements attended to WTO. Disorganized industry
particularly weaving, chemical processing, inadequate technology up gradation,
insufficient market intelligence, large inter unit difference in productivity etc. are
some of the issues which ACSM has to address in the coming era.

Marketing is a social process by which individuals and groups obtain what they need
and want through creating, offering and freely exchanging product and services of
value with others. Marketing has often been described as the art of selling products,
but most important part of marketing is not selling! The aim of marketing is to know
and understand the customers so well that the product or service fit him and sells
itself. Ideally, marketing should result in a customer who is ready to buy. All that
should be needed then is to make the product or services available.

The target market of ACSM is Mumbai market from there those products are
purchased by the business concentrated on textile sectors. In order to avoid the
warehousing and storage in Mumbai. These products are transferred to agents present
in Mumbai that is ACSM product are marketed through “depot market”

Depot marketing means the agents act as intermediaries. ACSM provides 1.5% of
commission to the agents they sell the yarn on the basis of present market value. The
agent purchase yarn from the mill and provides this yarn to concerned parties. The
payment is made only after the selling procedure is complete.

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ACSM has two agents in Mumbai; they are Ramalingalkaland Nandal brothers and
Sathyam enterprises. ACSM market their product to certain parts of Kerala like
Kottayam, Ernakulam and Alleppey.

The cotton purchased from various parts of India such as Punjab, Maharashtra etc. it
is mainly done through inviting quotation through online. The main product of ACSM
are carded yarn, combed yarn and hank yarn. Among this the combed yarn process the
highest demand in the market.

4. PRODUCTION DEPARTMENT

In every organization production department is concerned with the activities related to

the production process carried out by the organization. Production process includes
the process of converting raw materials and other input into usable outputs. That is a
final finished product which in return produces profit for the organization.

In ACSM yarn is produced from cotton which is extracted from flowers of cotton
which are produced from various parts of nation. The production process includes the
process of converting raw material and other usable material into final product.

Yarn is made up of number of piles, each ply being a single spun yarn. These single
piles of yarn are twisted in opposite direction (piled) together o make a thicker yarn.
Depending on direction of this final twist, the yarn will be known as S-twist or Z-
twist. For a single pile, a final twist is same as its original twist.

Production process of yarn is carried out by using various types of machines. Each
process is considered and carried out as separate unit or sections. They are blow room,
carding unit, comber, ring frame, corn winding, packaging unit.

5. QUALITY CONTROL DEPARTMENT

The quality department is the act of screening the defectives before they reach the
customers. In ACSM, quality management is carried out with the help of south Indian
research association (SITRA) Coimbatore. The ultimate quality of yarn based on the
raw material i.e. quality of the cotton used. The quality of cotton purchased is tested
using sample which is given to the central testing center Trivandrum.

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The basic problem in ACSM is the manufacture of the standard product from an
essentially nonstandard and highly variable of raw material. The quality of yarn
should conform to the certain accepted norms depending on the end use. It equality
important that this achieved at the minimum cost possible.
In ACSM the spinning master looks after the quality expected along with two
assistants in the laboratory testing and in collecting data from various department. The
quality management in ACSM is done as a cycle taking place in the production
department. Scientific sampling, design of experiments, the analysis, the presentation
and interpretation of data through statistical technical etc. create the cycle taking place
during the process of the quality management.

A spinning mill where yarn is being produced as per the customer’s requirement
implemented ISO9002 & ISO9003 Model. ISO 9003 model is more appropriated for
mill producing special yarn and fabric for industrial application where the fabric has
to be engineered to meet very string requirements. In ALLEPPY co-operative
spinning mill ltd, both these iso9000 standards are being applied with respected to the
production of yarn. The quality management system implemented in ALLEPPY co-
operative spinning mill ltd, Kayamkulam is total quality management (TQM).

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2.3 DETAILED STUDY OF MARKETING DEPARTMENT IN
ASCM

Marketing is one of the major pillars of any organization and an essential ingredient
to a successful business. Nowadays, a Marketing department has a broad range of
roles to carry out within or outside an organization. The performance and success of
any company greatly depend on how well the Marketing is handled. Keeping a close
watch on the Marketing function is very important for the smooth operation of a
company.

The term, market has to be understood clearly as it has different meaning and
interpretation in various contexts. In the words of Philip Kotler, Marketing may be
defined as “Marketing is the science and art of exploring, creating, and delivering
value to satisfy the needs of a target market at a profit.”

According to American Marketing Association, “marketing is the activity, set of

institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large”.

The marketing department is part of an organization that handles the sales and
purchase of the business by promoting the business and vision of the company. The
business functions of a marketing department typically include planning, organizing,
and pricing, promoting and marketing for and controlling its company's marketing
activities. The marketing department also usually deals with the company's sales and
purchase.

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The Marketing Department plays a vital role in promoting the business and mission of
the organization. It serves as the face of the company, coordinating and producing all
materials representing the business. It is the Marketing Department’s job to reach out
to prospects, customers, investors and the community, while creating an overarching
image that represents the company in a positive light.

The Alleppey Co-operative Spinning Mills has been adopting various measures for
popularizing their products with the help of South India Textile Research Association
(SITRA) and for expanding the domestic market. The Marketing Department in
Alleppey Co-operative Spinning Mills include recording of purchase and sales of
products and materials in the company and recording the details of arrival and
dispatched materials from the company to various other departments.

For the improvement of marketing, The ACSM has adopted various methods such as
establishment and maintenance of unit on various districts in India. The target market
of ACSM is Mumbai market from there those products are purchased by the business
concentrated on textile sectors. In order to avoid the warehousing and storage in
Mumbai. These products are transferred to agents present in Mumbai that is ACSM
product are marketed through “Depot Market”

Depot marketing means the agents act as intermediaries. ACSM provides 1.5% of
commission to the agents they sell the yarn on the basis of present market value. The
agent purchase yarn from the mill and provides this yarn to concerned parties. The
payment is made only after the selling procedure is complete.

ACSM has two agents in Mumbai; they are Ramalingalkaland Nandal brothers and
Sathyam enterprises. ACSM market their product to certain parts of Kerala like
Kottayam, Ernakulam and Alleppey.

The cotton purchased from various parts of India such as Punjab, Maharashtra etc. it
is mainly done through inviting quotation through online. The main product of ACSM
are carded yarn, combed yarn and hank yarn. Among this the combed yarn process the
highest demand in the market.

Competition from other similar products and uncertainty of the continuance of unit
affect the performance to a greater extent. The board has evolved from short term

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measures for improving the performance of the unit. These include reduction in
expenditure, efficient stock management, motivation to the managers etc…

Some of the major marketing methods adopted by the Alleppey Co-operative

Spinning Mills (ACSM) are online marketing through e-mail and website, offering
quotations or tenders to other mills for purchasing and sales of materials, Domestic
Marketing and inside sales where the products are sold to company employees itself
where the purchase cost is either being directly paid by the employees or deducted
from their salary as lump sum of 4 times, Such purchases made can eventually lead to
word-of-mouth advertising and thus will help in increasing the goodwill of the
company. As Alleppey Co-operative Spinning Mills (ACSM) is a Co-operative
undertaken unit, all the actions of the company can only be done with the help and
support Kerala Government will be monitoring them. The Cotton and Polyester
materials are projected as high quality product and environment friendly and
biodegradable.

2.3.1 DEPARTMENTAL STRUCTURE OF MARKETING DEPARTMENT

MARKETING MANAGER

ASSISTANT MARKETING
MANAGER

DEALERS

AGENTS

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The Prime duty assigned to Sales / Purchase Assistant is to record the purchase and
sales that is occurred in the company as well as to record the arrival and dispatch of
materials manufacturing

2.3.2 MARKETING RESEARCH

A research about the marketing opportunities of product of the Alleppey Co-operative

Spinning Mills (ACSM) inside Kerala is not worth because the firm is marketing its
product mainly outside Kerala. But research is being done under the supervision of
South India Textile Research Association (SITRA) in various parts of India. These
leads to the conclusion that cotton and polyester mills in Kerala, for facing
competition from other states, needed to market standardized product developing
standardized machinery.

INFORMATION SYSTEM

South India Textile Research Association (SITRA) is the main source of marketing
information for Alleppey Co-operative Spinning Mills (ACSM). Since no MRP can
be fixed on the fiber yarn produced in ACSM, the changes in the market price and the
condition are known through the Depot Market in Mumbai. Since cotton and
polyester cannot have demand every time, the seasonal changes are made known in
advance to the company by the Depot agents in Mumbai.

PRICING STRATEGY

One of the most important factors relating to the fiber yarn is that no fixed MRP can
be printed on the fiber yarn. Thus the firm is forced to sell the product at the market
price of fiber yarn. Having known the changes that can happen in the market well in
advance the firm is able to stock raw materials to be used in favorable condition and
thus maintains its profit.

2.3.3 MARKETING MIX

Marketing mix is an important tool used by marketing managers to design the process
of marketing in an organization. It is the policy adopted by the marketing
management to achieve success in marketing. The marketing is a combination of

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controllable and uncontrollable factors. The controllable elements are mixes into four
variables and termed as marketing mix.

Marketing mix is the combination of various elements, namely, products, price, place
and promotion. Theses re popularly known as 4P’s of marketing. Uncontrollable
forces are external forces. Hence they are not controllable of the organization. These
include competition, technology, political consideration etc. The importance of
marketing P’s are representing the seller’s point of view each marketing tool is
designed to deliver customer benefit.

The various important elements of marketing mix are briefly discussed as follows:

1. PRODUCT

Product is the first element; product is the thing possessing utility. It is the bundle of
value the market offers to potential customers. Today manufactures are realizing that
the customer’s needs. The manufactures first understand the customers need and
wants that decides the type, shape, design, brands, package etc… the product is
considered as marketer’s primary vehicle for delivering customer satisfaction.

2. PRICE

Having decision about products, the marketer need s to decide how to price them.
Price is the amount of money asked exchanging for the product. If it is higher most of
the customers reject it. A price of the product should be fixed as per suitability of the
product.

3. PLACE

Place or physical distribution is the delivery of products at the time and at the place. It
is the combination of decision regarding channel of distribution wholesalers, retailers,
transportation and warehousing and inventory control.

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4. PROMOTION

This is the most important decision regarding how to inform customers about their
products and also consists of all activities aimed at including and motivating customer
to buy the product. Personal selling, public relation, advertisement, sales promotion
etc. manufacturing was one of the very first processes that were industrialized.

2.3.4 MARKETING STRATEGY

a) Selecting the target market

To say that target market selection is a part of marketing strategy development is just
the obvious, it does not fully bring out the import of the inseparable link age between
the two when the selection of the target market is over an important part of the
marketing strategy of the product is determined and expressed. There may be
segments that are sizeable and the ones that are not so sizeable. There may be
segments assuring immediate profits and the ones that call for heavy investment in the
market development. There may also be segments that show great potential, but
display.

b) Positioning

The next major dimension of marketing strategy relates to positioning of the offer.
The first step was already selected the target market and decided its basic offer. Now
what is next is conjunction between these two entries, how they are connected, what is
interface. The main point is that the firm has to clarify what is seeks and what image it
proposes to for its offer. These are the issues the firm has to grapple with in
positioning and while formulating the marketing mix too. The firm will agitate over
these issues.

c) Assembling the marketing mix

Assembling the marketing mix means assembling the four P’s of marketing in the
best possible combination involved in this process are the choice of the appropriate
marketing activities and the allocation of the appropriate marketing effort / resources
to each of them. The firm has to find out how it can generate the targeted sales and
profit. It considered as different marketing mixes with varying levels of expenditure

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on each marketing activity and tries to figure out the effectiveness different
combination in terms of the possible sales and profit; it then chooses the
combination/mix of product, price, place, promotion that is best according to the
judgement.

The implies that the essence of the marketing strategy of a firm for a given
product/brand can be grasped from the target market chosen and the way it is
positioned and how the marketing mix is organized. The target market shows to
whom the units intends to sell the products: positioning and marketing mix together
show how and using what uniqueness of distinction, the unit intends to sell. The three
together consists the marketing strategy platform of the given product.

2.3.5 MARKETING PROMOTIONS

1. DOMESTIC MARKETING

Domestic market promotion is one of the major functions envisaged by ACSM. The
Board is undertaking various measures for popularizing the products and expanding
domestic market with the help of Marketing Depots in Mumbai. The following
activities are undertaken by SITRA for the purpose Establishment and Maintenance of
units & Sales depot.

For improving the market of the products within the country and preventing unfair
competition, ACSM has two agents in Mumbai; they are Ramalingalkaland Nandal
brothers and Sathyam enterprises. ACSM market their product to certain parts of
Kerala like Kottayam, Ernakulam and Alleppey.

2. EMPLOYEES MARKETING / INTERNAL MARKETING

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In Alleppey Co-operative Spinning Mills (ACSM) the employees are given
opportunity for purchasing their own products. The purchased product cost is either
being paid directly or it is being deducted as lamp sum of 4 times from their salary.
Employees marketing also known as internal marketing is the promotion of the
brand’s core values, goals and culture to its employees. The objective of this is to
create an emotional connection with the company and the brand, which leads to
enthusiasm and improved employee engagement. Internal employee communication
and sharing information is very important for this, but it’s adding marketing tactics to
the mix that makes the magic happen. When employees are engaged and passionate
about their company, they’re more motivated and productive. That enthusiasm and
positive sentiment towards the brand shines through in customer interactions and their
official and unofficial employee advocacy.

3. WORD-OF-MOUTH ADVERTISING

Word-of-mouth advertising (WOM advertising), also called word of mouth

marketing, is the process of actively influencing and encouraging organic word of
mouth discussion about a brand, organization, or product. Word of mouth marketers
and advertisers seek to create something worth talking about and then actively
encourage people to talk about it. People love referrals and they tend to trust the
opinions of their friends when making purchasing decisions. Word of mouth
advertising is essentially seeking to kick start an exponential referral chain that drives
continuous traffic, leads, and sales for the brand. Internal Marketing is a great starter
for creating such an opportunity and can eventually turns into word-of-mouth
advertising in behalf of employees working in ASCM.

4. ONLINE MARKETING

Online marketing uses a variety of digital, online, and electronic means to push a
message to current and potential customers. The message might be crafted as an
image, a piece of text, or a video, and distributed in any number of places. It could be
as simple as a social media feed or it could be as complex as a wide- ranging and
comprehensive strategy that encompasses multiple modes including social media,
email newsletters, websites, and other channels. Now days Internet plays a vital role
in the economy and it provides great options to every business enterprise.

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5. C-DIT

Centre for Development of Imaging Technology, C-DIT, established in 1988, is an

autonomous body under the Department of Electronics and IT, Govt. of Kerala. C-
DIT diversified into Information Technology applications including software
development and providing IT-enabled services to the masses. C-DIT has been
functioning as a Total Solutions Provider in IT and Communication fields with a
focus on the Government sector for the past 34 years. We have also made our mark in
the field of education and training by offering a stream of courses in communication,
new media production, and information technology.

6. SEO

Search engine optimization (SEO) is the process of improving a website or web page
so it increases organic traffic quality and quantity from search engines. Successful
SEO means a web page will be more likely to appear higher on a search engine results
page (SERP).E-Mail Marketing.

Email marketing is a form of marketing that can make the customers on your email
list aware of new products, discounts, and other services. Alleppey Co-operative
Spinning Mills uses the means of e-mail for letting the potential customers know
about new products, price and other concerned details.

Tenders or Quotations of the company is mostly done through e-mails with the help
of SITRA.

7. TENDERS

A tender is an offer or invitation to bid for a project or to accept a formal offer such as
a takeover bid. This term usually refers to the process through which the government
and financial institutions put forward invitation bids for large projects. These bids are
to be submitted within a given deadline.

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3.1 TASKS AND DUTIES ASSIGNED DURING INTERNSHIP

During the month of internship, Alleppey Co-operative Spinning Mills Ltd.

assigned certain tasks and duties under which are as follows:

1. Studied about company and its history.

2. Studied various departments involved in the company.
3. Listed out all the products and its MRP produced by the company.
4. Interaction with sales coordinator about how the sales are done.
5. Cross checked the delivery notes and work orders.
6. Interaction with sales & purchase manager about the purchase of raw materials.
7. Understand the functioning of manufacturing plant.
8. Interaction with the plant manager and understand day-to-day operations at plant.
9. Slip correction of cone labeling.
10. Cross checked the staff’s salary slips with ACSM society recovery list.
11. Cross checked the annual group personal accident insurance premium of employees
filled in form II with employee salary slip with ACSM.
12. Write down the data with work order receipt to quality record.
13. Listed out the number of loads for sale.
14. Learned about various distribution channels.

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15. Learned the product profiles and interacted with the marketing and sales manager.
16. Referred the purchase return invoices.
17. Listed out the number of purchase return products.
18. Listed out the absenteeism of all the employees and workers.

3.2 LEARNING SUMMARIZATION

ALLEPPEY CO-OPERATIVE SPINNING MILLS LTD always tries to provide

quality product to the customer. The quality on the products indicates the growth and
standard of the organization. The organization management expected to keep vigil to
ensure the quality in product is maintained at appropriate level and this is reflected in
every area of the organization. The internship gave real learning experience in to the
practical aspects of a company and its operations. The main learning from the
internship at ACSM were about the working of Marketing department and got to
know about the day-to-day activities of Marketing department. It helped to understand
the marketing strategies of the organization and the study helped to acquire practical
knowledge of process involved in the organization. And also, team work and
coordination of employees in an organization.
Internship really provides an opportunity to understand the skills required when
working in a certain field. Previously I only had some idea about the work done in a
company theoretically but now I got to understand about it more practically. By
assisting in variety of tasks in Marketing department I was able to gain more
knowledge and information Marketing activities taken place in the organization.
The internship at ACSM has helped in improving my confidence and awareness. The
experience was great and the workers were also very helpful and supportive.

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3.3 CONCLUSION

The internship is an attempt to make an overall study about company’s functioning

and also the functioning of marketing department of the company. It helps to known
about detailed functioning of each department of the organization. The internship was
conducted to analyse the practical aspect of the organization. It was an absolute
worthwhile experience working at the ALLEPPEY CO-OPERATIVE SPINNING
MILL LTD. The friendly welcoming staff and the space they created for a
trainee/intern allowed with the ample opportunities to learn and experience as a
worker. This experience brought the strength and also the areas needed to improvise.
It added more confidence to the professional approach, built a stronger positive
attitude and taught how to work in team as a player. The primary objective of an
internship is to gather a real-life working experience and put their theoretical
knowledge in practices. I am grateful to the entire team of marketing department of
the company for their unprecedented support to make the working experience truly
rewarding.
As an intern though there was a limited space to work, but still managed to grab
plenty of experience. I was given and made the utmost use of my abilities and
knowledge to fulfil all my responsibilities. The study has succeeded in rendering a

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clear knowledge about how Marketing department operates. The study about various
department and their functioning contributed to bridge the gap between the theories
and practical knowledge. It was an absolute worthwhile experience working at
ACSM. This organization has a well-versed work culture which helps the employees
to deliver their best. The first-hand experience gained from the institution was a
milestone to my academic and professional experience

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