Details

CIL NON-EXE TO EXECUTIVE MARKETING AND SALES NOTES

1. General Marketing Management

• 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.

2. Marketing of Coal

• 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.

3. Quality Management

• 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.