CIL NON-EXE TO EXECUTIVE MARKETING AND SALES NOTES

Marketing Concept & Evolution: Focus on customer needs and organizational goals; shift from product to customer-centric strategies.
STP Model: Segmenting, Targeting, Positioning – essential for defining market approach.
Consumer Behaviour: Study of buying patterns, influences, and preferences.
Product Management: Planning, developing, and marketing products.
Brand Management: Building brand equity and loyalty.
Demand Forecasting: Predicting future customer demand.
Strategic Management: BCG Matrix, Ansoff's Matrix, SWOT analysis – tools for growth strategies.
B2B Marketing: Business-focused marketing strategies.
Digital Marketing: Online channels to reach consumers.

Coal as a Product:
- Origin, types, composition, quality variants.
- Indian vs. Imported coal.
- Role in India’s energy sector.
CIL Brand: Strengths and challenges.
Coal Demand & Supply: National scenario.
Major Consumers: Power & Non-power sectors.
Distribution Modes: Rail, road, and others.
Rail’s Role: Key transport mode.
Coal Distribution Policy: LoA/FSA, E-auction.
Fuel Supply Agreements (FSA): Terms like ACQ, penalties, weighing.
SHAKTI Policy: Transparent coal allocation.
NRS Linkage: Auction for non-regulated sectors.
E-Auction: Single window access.
Import & Export: India's coal trade.
Coal Pricing: Dual pricing, tax implications.
Coal Indices: Global benchmarks.
National Coal Index: Domestic benchmark pricing.
CIL Brand Promotion: Digital and physical marketing.

Grade Declaration: Annual procedures.
Coal Components: Fixed carbon, ash, moisture, volatile matter – impact pricing.
GCV & Moisture: Equilibrated and air-dried values.
Indexes: LTGK, FSI, Mecum, Shatter – assess coking coal quality.
Ash Fusion: Boiler performance impact.
Quality & Cost: Affects pricing and company image.
Sampling & Analysis: UHV, moisture analysis, commercial arrangements.
Bomb Calorimeter: Determines GCV.

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