A SUMMER INTERNSHIP

REPORT ON
“SALES & MARKETING”
AT

INDUSTRIES PVT. LTD

BHIWADI, (RAJASTHAN)

AEROSOL CAN MANUFACTURING COMPANY

Submitted in partial fulfillment of the requirements for the award of the degree of
Master of Business Administration (MBA)

Under the Guidance of: Submitted By:

Mr. Harmeet Hooda Pritam
Sales Manager 240101050019
Casablanca Industries Pvt. Ltd MBA Marketing

HARYANA SCHOOL OF BUSINESS

GURU JAMBHESHWAR UNIVERSITY OF SCIENCE AND TECHNOLOGY
HISAR–125001, HARYANA, INDIA

1
2
 ACKNOWLEDGEMENT

This internship report would not have been possible without the guidance, support, and encouragement of several
individuals. First and foremost, I would like to express my deepest gratitude to Mr. SHANKA

BHATTACHARYA, MANAGING DIRECTOR OF CASABLANCA INDUSTRIES

PVT LTD, for providing me with this invaluable opportunity to intern at their esteemed organization. Their
guidance and mentorship throughout the internship were pivotal in enhancing my understanding of Sales &
Marketing perspectives.

I would also like to thank Mr. Harmeet Hooda, Sales Manager at Casablanca industries, for
their continuous support, insights, and assistance during my time at Casablanca industries Pvt. Ltd. Special
thanks to the entire team at Casablanca for make my internship experience enriching and memorable.

In last I extend my deepest gratitude to everyone who has supported and guided me through out this project.
Your encouragement and assistance have been invaluable, and I am truly grateful for your contributions.

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 DECLARATION

I Pritam, Roll No. 240101050019, a student of MASTERS OF BUSINESS

ADMINISTRATION (MARKETING), 3rd semester, Batch 2024-2026, hereby declare that this
internship report is an original work done by me during the period 3rd June 2025 to 23 July 2025 under

the guidance of Mr. Harmeet Hooda, Sales Manager at Casablanca industries Pvt Ltd. This
report has been submitted in partial fulfillment of the requirements of MBA program and has not been submitted
elsewhere for any other degree or diploma.

All the information and data presented in this report are true and correct to the best of my knowledge and belief .I
also declare that this report has been prepared by me and not copied from anywhere else.

PRITAM
MBA (Marketing)
240101050019

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CONTENTS

S. No Topic Page. No

1 Certificate(s)
2
2 Acknowledgement 3

3 Declaration
4
4 Chapter-1: Introduction , Profile of the Company,
Product Range, SWOT Analysis of the Company, Competitors,
Customers of the Company, Production process, 6-23
Achievements & Rewards

5 Chapter-2: Task(s) Assigned and Work Plan Main task(s)

assigned during the Internship.
Time Duration and Geographical Area Covered
Work Plan to Accomplish the Assigned Task(s)
24-27

6 Chapter-3: Conceptual Discussion(Theoretical Backdrop,

Literature Review) 25-30
7 Chapter-4: Activity Report(AR)
30-33
8 Chapter-5: Finding and Recommendation
34-35
9 Chapter-6: Conclusion
35-36
10 Reference

37

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CHAPTER-1

Introduction

What is Sales & Marketing?

Sales refers to the process of selling goods or services to customers in exchange for money. It involves various
stages, including prospecting (identifying potential customers), engaging (interacting with prospects), and closing
(finalizing the sale). Sales can be categorized into two main types: Business-to-Business (B2B) and Business-to-
Consumer (B2C). In B2B sales, transactions occur between businesses, while B2C sales involve selling directly
to individual consumers.

Effective sales strategies require strong interpersonal skills, a deep understanding of the product or service, and
the ability to address customer needs and objections. Sales professionals are often driven by targets and work to
build relationships that encourage repeat business and customer loyalty.

Marketing encompasses the activities and strategies employed by a company to promote its products or services.
It involves a comprehensive approach to understanding market needs, developing product offerings, and
communicating value to potential customers. Key components of marketing include market research,
advertising, promotion, and distribution.
Marketing strategies can be diverse, ranging from digital marketing and content creation to social media
campaigns and traditional advertising. The goal of marketing is to create demand, build brand awareness, and
establish a strong market presence. Successful marketing efforts often involve analyzing consumer behavior,
identifying market trends, and crafting compelling messages that resonate with the target audience.

The Evolution of Marketing

The evolution of marketing has spanned centuries, evolving alongside human society, technology, and business
needs. Each era has left an indelible mark on how brands communicate and connect with their audiences. Let’s
explore these transformative stages with examples relatable to Indian consumers.

1. Simple Trade Marketing

The roots of marketing can be traced to the barter system when people exchanged surplus goods to meet their
needs. Merchants played a pivotal role by traveling to various towns, introducing new products, and paving the
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way for early advertising.
Traditional Indian bazaars like Dilli Haat reflect the essence of this era. Handmade crafts, pottery, and textiles are
sold by artisans who often use storytelling to highlight the cultural significance of their products. These
interactions mirror the simple yet impactful trade exchanges of the past.

2. Production Orientation
Between the 1860s and the 1930s, the focus shifted to mass production to meet growing demand. Companies
prioritized manufacturing efficiency, often assuming that products would sell themselves if supply existed.
Marketing efforts were minimal, centered on informing people about the availability of goods.
In India, Tata Steel emerged during this time as a leader in industrial production. Rather than promoting their
offerings directly to consumers, Tata focused on showcasing the role of steel in nation-building, a reflection of
the production-oriented mindset.

3. Sales Era
The 1920s to 1950s marked a period where selling techniques took precedence. With an oversupply of goods,
businesses turned to aggressive marketing and emotional appeals to persuade customers. Door-to-door selling,
flashy advertisements, and promotional gimmicks became common.
Hindustan Unilever capitalized on this trend by promoting products like Lux soap through glamorous campaigns
featuring Bollywood stars. The focus was less on product quality and more on convincing consumers to buy,
exemplifying the sales-driven approach.

4. Marketing Era
By the 1950s, businesses began to understand the importance of customer-centric strategies. Marketing became
about identifying and fulfilling customer needs through research, product innovation, and cohesive campaigns.
Amul perfectly embodies this era. Through its “Utterly Butterly Delicious” tagline and creative billboard
campaigns, Amul appealed to Indian households by understanding their love for fresh, affordable dairy products.
The humorous, culturally relevant ads resonated with audiences, setting a benchmark for customer-focused
marketing.

5. Relationship Era
In 1990s businesses focuses on building long-term relationships with customers. Trust, loyalty, and personalized
experiences became key. Companies recognized that retaining a customer was more cost-effective than
acquiring a new one.
Indian banks like ICICI Bank embraced this shift, introducing personalized financial products and improving
customer service. Campaigns like “Khayaal Aapka” highlighted the brand’s commitment to customer care,

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fostering deeper connections with their audience.

6. Digital Marketing Era

The digital age has revolutionized product and service marketing entirely. With the rise of the internet, social
media, and AI, brands now have tools to engage audiences in real-time, using data-driven insights to craft
personalized messages.
Take Zomato, for example. The brand’s witty, meme-driven social media strategy has made it a favorite among
millennials and Gen Z. Whether it’s relatable food humor or instant responses on Twitter, Zomato demonstrates
how digital marketing allows brands to connect with audiences on a personal level.

Present Scenario of Marketing in India

The marketing landscape in India today is highly dynamic and technology-driven, shaped by rapid digital
adoption, rising disposable incomes, and a predominantly young consumer base. Businesses are increasingly
integrating digital platforms such as Instagram, LinkedIn, Facebook, and YouTube into their promotional
strategies, enabling them to reach targeted audiences quickly and effectively. The growth of e-commerce
platforms and mobile applications has further transformed the way products and services are marketed, with
digital payment solutions like UPI and mobile wallets making transactions seamless and convenient.
Modern marketing in India is also characterized by a strong customer-centric approach. Brands are focusing on
delivering personalized experiences through loyalty programs, targeted advertisements, and direct engagement
using chatbots and email campaigns. Data analytics plays a significant role in segmenting customers,
understanding their preferences, and tailoring marketing strategies accordingly. Moreover, companies are
adopting omni-channel strategies, blending online and offline marketing efforts to ensure consistent brand
experiences across all touchpoints.
Another notable trend is the rise of influencer and content marketing. Businesses are collaborating with
influencers and content creators to access niche audiences and build credibility through authentic storytelling. At
the same time, sustainability and ethical practices are becoming integral to marketing messages. With growing
environmental awareness, consumers increasingly prefer brands that adopt eco-friendly processes, especially in
industries like packaging, FMCG, and manufacturing.

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Future Scenario of Marketing in India

The future of marketing in India will be shaped by rapid advancements in technology, shifting consumer
preferences, and the integration of global best practices. As the country continues to experience significant
growth in internet penetration and smartphone usage, businesses will increasingly rely on digital platforms to
connect with customers. Artificial Intelligence (AI) and automation will play a major role in transforming
marketing strategies, enabling companies to design hyper-personalized campaigns that respond to customer
behavior in real time. Chatbots, virtual assistants, and AI-driven analytics will enhance customer engagement
and streamline marketing operations.
Augmented Reality (AR) and Virtual Reality (VR) technologies are expected to become important tools for
creating immersive brand experiences. These innovations will allow customers to virtually interact with products
before purchase, improving decision-making and strengthening brand loyalty. Voice search and smart devices
will also influence marketing strategies, pushing brands to optimize their content for voice-activated platforms
such as Alexa, Google Assistant, and Siri.
Sustainability will emerge as a central pillar of marketing in India’s future. Consumers are becoming more
environmentally conscious and are likely to prefer brands that actively promote eco-friendly practices. For
industries like manufacturing and packaging, green marketing and sustainable production methods will not only
meet regulatory requirements but also provide a competitive advantage in attracting socially responsible buyers.
In addition, rural markets will hold significant potential for growth. With expanding internet access, improved
logistics, and increasing purchasing power, rural consumers will become an important target segment for brands.
Marketing campaigns will need to be localized, incorporating regional languages and cultural nuances to build
trust and relevance.
Finally, as data privacy regulations tighten, companies will need to adopt transparent and ethical practices in
handling consumer information. Trust will become a critical differentiator, and brands that combine digital
innovation with authenticity and human connection will be better positioned to succeed. In the coming decade,
marketing in India is expected to evolve from mass-targeted approaches to highly specialized, data-driven, and
experience-focused strategies, creating new opportunities for businesses across all sectors.

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Profile of the company

Casablanca Industries Private Limited, a active private limited company, was established on 10
August 2011 in Delhi, India. Engaging in bottle & cap manufacturing within the manufacturing sector, it holds
CIN: U28113DL2011PTC223576. Registered under ROC Roc Delhi. it is unlisted. It has an authorized capital
of ₹25.00 Cr and a paid-up capital of ₹6.62 Cr.
It upholds a compliant status. Employing 76 professional, Its leadership includes Herman Jacob
Vismans (Director), Delfin Gibert Ruigomez (Director), Sankha Bhattacharya (Managing
Director). Past directors included Herman Jacob Vismans, Rohit Wassan, Shashi Bala. It holds ₹350.00 Cr
open charges and ₹157.75 Cr settled loans. Its latest AGM occurred on 18 July 2024, with the balance sheet filed
on 31 March 2024. It is based at C/O Regus Eversun Business Centre Pvt. Ltd. 5Th Floor, Punj Essen House,
17-18, Nehru Place, India, New Delhi, Delhi, 110019.

Key members and board of directors at Casablanca Industries Private Limited

Name Designation Appointment Date Status

Herman Jacob Vismans Director 02 Apr 2014 Current
Delfin Gibert Ruigomez Director 02 Apr 2014 Current
Sankha Bhattacharya Managing Director 29 Apr 2020 Current

Casablanca was born in 2011 to cover the packaging needs for aerosols of the Indian market. Well located in
Bhiwadi, Rajasthan. Today, the company has two state of the art manufacturing lines for the production of
aluminium cans with 8 color printing at 200 cans / minute. The facility is operating at a staggering capacity of
125 million cans per year, a distinction enjoyed by very few in the market.

The current high volumes of production at Casablanca are a clear indication of the direction the company is
headed towards in the times to follow, and this can be solely attributed to the farsightedness of the people at the
helm of affairs of this company.

With a clear cut policy to increase turnaround by productivity enhancement every year, the company has
managed to catch its competitors by surprise by excelling in product standards and delivery. The company’s
approach in being pro-active in seeking new clients and business to expand the volumes of its operations has also
helped a great deal in strengthening the business of the company in these years. However, the management at
Casablanca doesn’t believe in sitting on its laurels, and the desire to be better and bigger every passing day is
paving a promising future for Casablanca and its esteemed customers.

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2 State of the Art Mall & Herlan production lines of 200 cans per minute and 8 colors capabilities with third line
on order.
 Diameters range from 35mm. through 59 mm.
 125 million cans capacity presently.
 Latest technology in 100% curl and shoulder profile configuration detection.
 Latest technology in 100% leaking detection
 Latest graphics technology using the latest laser systems.

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Mission, vision and values

Mission
To delight our customers, employees, investors and shareholders by making the most innovative, technologically
advanced, environment friendly and sustainable packaging.

Vision
To be the choice of every successful brand for innovative and sustainable aluminium cans and bottles.

Values

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Infrastructure

Spread over a total plot area of 166,000 Square feet, and a built up area of nearly 120,000 square feet,
Casablanca’s Aerosol Cans manufacturing plant located at the industrial area in Bhiwadi, Rajasthan is a well laid
out facility equipped with all the latest machinery to manufacture Aerosol cans of various specifications and
sizes. This ultra-modern advanced facility contains a quality control section for keeping a constant tab on the
quality of manufactured cans, and also a well stacked tool-shop for keeping the manufacturing lines running
without any hassles.
The production floor at the facility is equipped with 2 parallel assembly lines to take care of large orders on an
urgent basis, and there is provisional space for adding more lines if the market demand may sometimes require.
Apart from this, the facility has a proper can stock section to store the manufactured cans safely before
dispatching to their clients in the market. In addition to the sections mentioned above, following machines are
currently installed at Casablanca’s manufacturing facility…
 Slug Elevator
 Impact Extrusion Press
 Combined Trimming, Brushing & Bottom Forming Machine
 Can Accumulator Preceding the Washing Machine
 Washing Machine
 Internal Coating Machine
 Internal Coat Dryer Machine
 Can Accumulator Preceding Decoration
 Base-coating Machine
 Offset Printing Machine
 Varnishing Machine
 Air Circulation Drying Oven
 Accumulator Following Decoration
 Necking Machine
 Internal plate making facility
 Can Accumulator Preceding Decoration

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Sustainability
Grenner solution:
As consumers look for environmentally friendly products, brands continue to rethink both their packaging and
their environmental footprint. Casablanca's aluminum containers appeal to companies demanding sustainable
practices to help differentiate themselves.

Aluminum: The Most Sustainable Container:

Aluminum can be infinitely recycled without a loss of quality. In fact, 75% of the aluminum that has ever been
produced is still in use. Consumers recycle aluminum containers at a high rate, giving aluminum a 20+ point
recycling rate advantage over glass and plastic.
Most recovered rigid aluminum packaging is used to manufacture new packaging, making aluminum packaging
a closed-loop recycled material. Aluminum containers like Casablanca's typically contain 70% recycled content,
which is substantially more than competing package types like glass and plastic. In addition, recovering
aluminum for recycling decreases energy consumption.

Saving More Than Money:

Lighter packaging, like Casablanca's aluminum bottles, reduces relative shipping weight, lowering the amount of
fossil fuel consumed per shipment—and, ultimately, the amount of transport-related carbon dioxide emissions.

Commitment:
Company goal is to create the lightest, most energy-efficient packaging possible while maintaining all functional
and safety requirements. We're committed to a cradle-to-cradle philosophy that requires us to reduce, reuse,
recycle and recover our packaging.

Product Range:

 Aerosol Cans
Casablanca Industries Pvt. Ltd. is one of the leading aerosol can manufacturers in India offering global
quality product.

 Beverage Cans

From soda can design to energy drink manufacturing, Casablanca produces a comprehensive range of
aluminum cans to match various beverages.

 Cosmetic Cans
Casablanca Industries Pvt. Ltd. is a leading Cosmetic Aluminum Cans manufacturer in India.

 Food Packaging Cans

World class food packing and food packaging solutions for India right at your doorstep.

 Oil & Paint Cans

Oil and Paint cans are available in both steel pump mechanism & in brass pump mechanism.

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  Personal Care
Hairspray, Mousse, Deodorant, Antiperspirant, Body Cream, Shaving Cream, Gel, Powders, BOV,
Suncare.

 Pharmaceutical
Veterinarian Products for Pets.

 Household
Air Fresheners etc.

 Industrial

Cleaning Products.

SWOT Analysis of Casablanca Industries Private Limited:

Strengths:

 High-capacity, advanced manufacturing facility: With two Mall & Herlan production lines
(200 cans per minute, 8-color printing) and a 125 million cans/year capacity, Casablanca boasts top-tier
manufacturing capabilities.
 Diverse Product Range: From aerosol, cosmetic, beverage, food, and industrial cans to
pharmaceutical and household packaging—Casablanca demonstrates a broad and versatile product
offering.
 Tech-driven quality control: The integration of European-made impact extrusion lines ensures
precision manufacturing, with cutting-edge systems enhancing product quality.
 Strong brand positioning: Known for innovation and sustainability (vision emphasizes eco-
friendly packaging), Casablanca holds a competitive edge in the Indian market.

Weaknesses:

 Capital-intensive operations: Advanced machinery and tooling drive high operating and

15
 maintenance costs, which can impact profitability.
 Limited digital marketing presence: While manufacturing is advanced, the company could
expand its visibility using digital marketing and CRM tools.
 Geographic concentration: Operations primarily based in Bhiwadi, Rajasthan. Expansion into
newer regions could help diversify risk and market exposure.

Opportunities:

 Expansion in Southeast Asia: Growing demand for high-quality packaging in nearby markets
offers new export avenues.
 Eco-conscious branding: Heightened global focus on sustainability aligns well with Casablanca’s
eco-friendly policies. Emphasizing this could enhance brand appeal.
 New facility in Maharashtra: A new monobloc unit underway in Sindhudurg, Maharashtra,
expands capacity and reach.
 Customization trends: Rising preference for customized packaging in FMCG, cosmetics, and
pharma sectors can drive new product innovations and services.

Threats:

 Raw material volatility: Fluctuations in aluminum prices can squeeze margins.

 Intensifying competition: Both domestic and international players may compete aggressively on
price or technological offerings.
 Regulatory and supply chain risks: Disruptions due to changing policies or global supply chain
instability can affect operations.

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Competitors:

One segment of the aerosol manufacturing industry in India that has gained prominence in recent years is
private-label aerosol manufacturing. Private-label aerosol manufacturers in India are companies that specialize in
producing aerosol products under the brand names of other companies. This trend has gained popularity due to
the advantages it offers, such as cost-effective production, flexibility in product customization, and faster time-to-
market. Let's take a closer look at some of the top aerosol manufacturers, including those that specialize in
private-label aerosol manufacturing:

1. Vanesa Cosmetics Pvt. Ltd: Vanesa Cosmetics Pvt. Ltd. is a well-known Private label aerosols
manufacturers in India, with a wide range of products catering to both mass-market goods and specific
aerosol types dedicated to industrial or medical purposes. They offer a diverse range of aerosols,
including deodorants, body sprays, shaving foam, and air fresheners. Vanesa Cosmetics Pvt. Ltd. is
committed to delivering high-quality aerosol products and has established a strong presence in the
aerosol market in India.

2. Sipro Aerosol: This is another top aerosol manufacturing company, with expertise in aerosol
manufacturing. The company boasts modern manufacturing facilities equipped with advanced
technology and a team of skilled professionals. Sipro Aerosol offers a wide range of aerosol products,
including personal care, home care, and automotive aerosols. The company is known for its stringent
quality control measures and adherence to international standards.

3. Aerosol Specialities (India) Pvt Ltd.: This is a leading aerosol manufacturer, catering to both
domestic and international markets. The company offers a wide range of aerosol products, including
personal care, home care, and industrial aerosols. Aerosol Specialities is known for its cutting-edge
technology, state-of-the-art manufacturing facilities, and team of experienced professionals. The
company is committed to delivering high-quality aerosol products and has established a strong presence
in the aerosol market in India.

4. Swastik Aerosol Pvt Ltd.: This is a leading aerosol manufacturing company, specializing in
private-label manufacturing. With state-of-the-art facilities located in Gujarat, Swastik Aerosol has
emerged as a trusted partner for several renowned national and international brands. The company offers
a wide range of aerosol products, including personal care, household, automotive, and industrial
aerosols. Swastik Aerosol is known for its commitment to quality, innovation, and customer satisfaction.
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 5. Bharat Containers: This is a reputed aerosol manufacturer specializing in private-label
manufacturing. The company offers a comprehensive range of aerosol products, including personal care,
home care, and automotive aerosols. Bharat Containers is known for its customer-centric approach,
timely delivery, and competitive pricing. The company has a strong foothold in the Indian aerosol
market and has established long-term partnerships with several reputed brands.

To Summarize, aerosol manufacturing companies in India have seen significant growth over the years, with the
country emerging as a major player in the global aerosol market. The top aerosol manufacturers in India,
including those specializing in private label aerosol manufacturing, offer advanced facilities, cutting-edge
technology, and strict quality control measures to cater to the diverse needs of the market. These companies have
established themselves as trusted partners for national and international brands, providing high-quality aerosol
products for personal care, household, automotive, and industrial applications.

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Customers:

DOVE

NIVEA

HINDUSTAN UNILEVER LIMITED

MARVEL

YARDLEY LONDON

PATANJALI

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 GODREJ

X-MEN

ITC

CADILA PHARMACEUTICALS

STERLING PERFUMS

BABA

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Production process:

To manufacture monoblock cans using a Mall Herlan impact extrusion line, the process begins with raw
aluminum slugs and proceeds through forming, cleaning, decoration, shaping, quality control, and packing. Each
of these steps is part of a continuous, high-speed automated process.

1. Slug infeed and extrusion: Individual aluminum slugs are fed into the system via an inclined
conveyor. A continuous rotary system lubricates, separates, and aligns each slug before it enters the
extrusion press. The press, using a toggle-lever system, forces a punch into the die cavity, impacting the
slug. This single, powerful stroke forces the aluminum to flow backward along the punch, forming the
body and bottom of the cylinder.

2. Ironing and bottom forming: The extruded cylinder then passes through a series of ironing rings.
This process progressively reduces the wall thickness and increases the length of the cylinder. This
work-hardens the material, increasing its strength and producing a smooth, uniform surface. The bottom
of the can is also formed to its final shape at this stage.

3. Trimming and brushing: A trimming machine cuts the formed cylinder to a precise, burr-free
length. The can may then be brushed to produce a specific surface finish or to clean away any residue.
Both the trimming and brushing tools are part of a multi-station turret.

4. Washing and drying: The cans enter a washer with multiple chambers for washing and rinsing. A
nozzle injection system ensures optimal cleaning to remove all traces of lubricant and dust. The cans are
then conveyed through an oven to completely dry them in preparation for decoration.

Decoration and finishing:

5. Inside coating and curing: While passing under a row of spray lances, a functional lacquer is
applied to the inside of the cylinder. This coating seals the metal, prevents corrosion, and stops the
contents from reacting with the aluminum. The can is then conveyed through an oven to cure and harden
the interior lacquer.

6. Base coating and drying: An external base coat is applied to the outside of the can to provide
excellent print quality and protect against stains. The can then enters an oven where the base coat is dried
and cured.

7. Printing: A dry-offset printing unit applies up to nine colors of artwork directly onto the can body.
This technology offers a robust and economical method for high-quality, high-speed decoration. After
printing, the can is dried in an oven to set the inks.

8. Over-varnishing and drying: An over-varnish is applied to protect the printed inks and provide
the desired finish, such as matte or gloss. This final layer is also cured in an oven, with a subsequent
cooling zone for stabilization.

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Shaping, inspection, and packing:

9. Necking and shaping: Using a series of dies, the top of the can is necked down to a smaller
diameter. This step prepares the can for flanging and eventual sealing with a lid. Additional processes,
like beading, threading, or embossing, can also be used to create unique shapes.

10. Leak detection: A high-speed leak detector, often a stand-alone machine, inspects every can for
micro-holes. Using a photocell, it detects when a light beam passes through the can, signaling a defect.
Any defective cans are automatically rejected and ejected from the line.

11. Final wash and packing: An optional final post-wash can be performed for extra cleanliness,
especially for food-grade standards. The finished, inspected cans are then conveyed to the packing area,
where they are palletized, bundled, or put into cartons for shipping.

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Achievements & Rewards

The award was presented to Casablanca by The Canmaker at the Canmaker summit held in Lisbon, Portugal on
2-3rd of November. The Canmaker magazine Can of the Year Awards are internationally renowned for
celebrating, promoting and rewarding the huge amount of innovative and ground-breaking work that takes place
within the metal packaging industry each year. With wide range ranging categories embracing all types of cans
and closure, the Can of the Year Awards recognize the global contribution made by companies of all sizes.

A small snippet for the ceremony “The judges were taken by the harmonious shape of the can and the actuator
and how their lines blended seamlessly. The Partner to Win Symphony Award recognises the outstanding work
of Unilever’s Suppliers. Strong relationships with partners that share their sustainable growth ambitions are
critical. These suppliers play a vital role in helping Unilever to deliver their sustainability commitments and
support Unilevers growth with their capacity, capabilities, innovations and new technologies.

23
CHAPTER-2

Task(s) Assigned and Work Plan:

Nature of Job:

I have worked at Casablanca Industries Pvt. Ltd, Bhiwadi under the Sales & Marketing department for 50 days.
During this period, I followed all instructions provided by my mentor, engaging in various aspects of marketing
with a focus on Customer relationship management, lead generation, market research, product management and
customer expectation. I collaborated with the marketing team to prepare and submit daily reports on my tasks
and progress.

Duties of the Job:

1. Market & Competitor Research

Collect data on can industry trends, demand patterns, and emerging markets (e.g., beverage, food, paint, aerosol,
cosmetic packaging).

2. Customer Database & Lead Generation

 Prepare and maintain a list of prospective clients (domestic and international).
 Collect contact details of purchasing managers in target industries.
 Assist in reaching out to potential buyers via email, calls, or LinkedIn.

3. Product Knowledge Development

 Learn about different types of cans (two-piece, three-piece, aluminum, tinplate).
 Understand technical specifications like dimensions, coatings, and durability.

4. Sales & Marketing Support

24
  Help create product brochures, presentations, and catalogs for clients.
 Assist in preparing quotation requests and basic pricing sheets.

5. Digital Marketing & Promotion

 Update company website content related to products and services.
 Assist in posting on social media about company achievements, new products, or events.

6. Event & Trade Show Preparation

 Help organize participation in packaging or manufacturing exhibitions.
 Assist in setting up displays, banners, and product samples.

7. Data Entry & Reporting

 Maintain sales and marketing records in spreadsheets or CRM software.
 Prepare weekly reports on lead status, inquiries, and follow-ups.

8. Learning & Observation

 Shadow senior marketing staff to learn negotiation techniques and customer handling.
 Study pricing strategies and cost structures.

Responsibilities of the Job:

 Ensure accurate and up-to-date information is collected about industry trends, market demand, and
competitor activities to support management in decision-making.

 Maintain an organized, reliable database of potential and existing customers, ensuring all contact details
and company profiles are correct for future marketing outreach.

 Acquire in-depth knowledge of can types, materials, and technical specifications so that you can
effectively support sales presentations and customer queries.

 Assist in the planning, setup, and execution of exhibitions or industry events to ensure the company’s
brand and products are well-presented to visitors.

25
  Actively participate in learning opportunities, observe senior staff, and apply knowledge gained to
contribute meaningfully to marketing activities.

Tasks Assigned:

 Market Research
Collected data on packaging industry trends, especially metal can usage in sectors like beverages,
aerosols, paints, and food

 Lead Generation
Identified and listed prospective buyers through online directories, exhibitions, and trade portals.

 Product Understanding
Learned about different types of cans (two-piece, three-piece, aluminum, tinplate) and their
specifications.
Understood coating, printing, and packaging requirements for different industries.
 Sales Support
Prepared product brochures, presentations, and catalog material for client meetings.
Assisted in preparing quotations and sending product samples to potential buyers.
 Digital Marketing Assistance
Assisted in managing social media posts about products, achievements, and events.
 Event Preparation
Supported the marketing team in preparing for trade fairs and exhibitions.
Helped set up stalls, arrange product displays, and interact with visitors.
 Client Interaction Support
Attended client meetings with senior marketing staff as an observer.

Time, Duration, Geographical Area:

Name of the organization: Casablanca industries Private Limited

Time: 09:30 AM to 6:00 PM
Duration: 3rd June to 23 July, 2025
Geographical Area:
SPA-500B, PHASE-1 INDUSTRIAL AREA, BHIWADI 301019, DISTRICT ALWAR, RAJASTHAN,
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INDIA

Planning to Accomplish the Assigned Tasks:

 Understanding the Company and Products

Spend the first few days learning about the company’s can manufacturing process, product
specifications.

 Setting Daily and Weekly Work Goals

Break assigned duties (research, database creation, follow-ups) into smaller targets with clear deadlines
to track progress effectively.
 Using Reliable Information Sources
Gather market and competitor data from verified sources such as trade directories, industry reports, and
company websites to ensure quality research.
 Coordinating with the Marketing Team
Maintain regular communication with the marketing manager and team members for guidance,
feedback, and clarification of requirements.
 Applying Time Management Skills
Prioritize urgent or time-bound tasks (such as quotations and event preparation) while balancing long-
term assignments like market research.

 Regular Progress Review and Reporting

Submit weekly progress updates to the marketing manager, highlighting completed work, challenges
faced, and proposed solutions for improvement.

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CHAPTER-3

Theoretical Backdrop:

Marketing Mix (4Ps / 7Ps Framework):

Product: Understanding the types of cans (two-piece, three-piece, aluminum, tinplate) and their features.
Price: Industrial pricing strategies, considering bulk orders and client contracts.
Place: Distribution channels for delivering cans to FMCG, paint, and aerosol manufacturers.
Promotion: Methods used to promote cans to industrial buyers through exhibitions, B2B platforms, and direct
sales.
B2B Marketing Concepts:
Selling to organizations rather than individual consumers, focusing on long-term relationships, bulk supply, and
technical specifications.
The importance of industrial exhibitions, trade fairs, and professional networks in lead generation.
Market Research Principles:
Methods of collecting secondary data from industry reports and online directories.
Competitor analysis frameworks (e.g., SWOT, Porter’s Five Forces) to identify market position.
Sales Process Model:
Steps such as prospecting, approach, presentation, handling objections, closing the deal, and follow-up.
Role of CRM (Customer Relationship Management) in retaining industrial clients.

Sales & Marketing Strategies

[Link]:
Direct selling involves approaching customers without using intermediaries. In a can manufacturing company,
this could mean directly contacting purchasing managers of FMCG or beverage companies to showcase product
options and negotiate orders. It helps build strong relationships and quick decision-making.
2. Consultative Selling:
Consultative selling focuses on understanding the client’s needs before suggesting a solution. For example, when
dealing with an aerosol manufacturer, the marketing team might discuss product coating, size, and printing
requirements before offering the most suitable can design. This approach builds trust and ensures customer
satisfaction.
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3. Relationship Selling:
Relationship selling is centered around building long-term partnerships instead of just one-time transactions. For
example, maintaining multi-year contracts with beverage or paint companies ensures repeat business and mutual
trust over time. This approach is crucial in industrial B2B markets.
4. Channel Sales:
Channel sales involve selling products through distributors, agents, or third-party channels instead of directly to
the end customer. In can manufacturing, regional packaging distributors can help expand market reach and serve
clients in distant locations efficiently.
5. Relationship Marketing:
Relationship marketing aims at retaining existing customers through consistent service and personalized
attention. In can manufacturing, offering special rates or priority services to repeat customers can strengthen
loyalty and encourage long-term cooperation.
6. B2B Marketing Strategy:
B2B (Business-to-Business) marketing targets other companies instead of individual consumers. For example,
promoting cans to beverage brands, chemical companies, and paint manufacturers requires professional
presentations, technical details, and industry-focused campaigns.

Benefits of Effective Marketing Strategy

1. Increased Sales and Revenue:

Effective marketing attracts more customers and encourages them to purchase, resulting in higher sales volumes.
By creating awareness about products and demonstrating their value, marketing directly contributes to revenue
growth.
2. Strong Brand Awareness:
Good marketing helps a company establish a recognizable brand identity. Consistent messaging, visuals, and
promotions ensure that customers remember the brand and associate it with quality and trust.
3. Better Customer Understanding:
Through market research and targeted campaigns, marketing provides valuable insights into customer needs,
preferences, and buying behavior. This
4. Stronger Customer Relationships:
Marketing builds and maintains long-term relationships with customers through regular engagement, loyalty
programs, and after-sales support. This helps in retaining clients and encouraging repeat business.

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5. Improved Company Reputation:
Consistent and positive marketing creates a trustworthy image in the market. This reputation not only attracts
customers but also investors, business partners, and talented employees.

Literature Review

Marketing as a discipline has evolved significantly, shifting from a narrow focus on selling to a broader
orientation that emphasizes creating value for customers. According to Philip Kotler (Marketing Management,
15th Edition), marketing is “a social and managerial process by which individuals and groups obtain what they
need and want through creating, offering, and exchanging products of value.” This definition highlights the dual
role of marketing: satisfying customer needs while achieving organizational goals. In industrial sectors such as
can manufacturing, the principles of business-to-business (B2B) marketing apply, where the focus is less on
mass promotion and more on building long-term relationships with institutional buyers and industrial clients.

McCarthy’s 4Ps framework (Product, Price, Place, Promotion) remains a foundational model for understanding
marketing mix decisions. In the context of packaging and can manufacturing, product quality, material
sustainability, and customization form the backbone of marketing strategy. Price must reflect both cost efficiency
and competitive positioning, while place emphasizes supply chain efficiency and timely delivery. Promotion in
such industries leans heavily on trade fairs, direct selling, and digital B2B channels. Kotler further extended this
concept with the 7Ps, adding People, Process, and Physical Evidence, which are particularly relevant for service-
oriented aspects such as after-sales support and client servicing in industrial markets.

Another important theoretical backdrop is Porter’s Five Forces Model, which provides insight into competitive
dynamics. For the packaging industry, the bargaining power of buyers (large FMCG companies), the threat of
substitutes (plastic and glass packaging), and rivalry among existing competitors shape the marketing strategies
adopted. Firms must position themselves by highlighting strengths such as durability, eco-friendliness, and cost
effectiveness.

In summary, marketing literature suggests that effective strategies in industrial markets are grounded in customer
orientation, relationship building, and differentiation through value-added services. These theoretical insights
provide a strong foundation for analyzing the activities, experiences, and challenges faced during internship.

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CHAPTER:4
Activity Report

Week List of activities for the day My learning for the day

3-June-2025 Company Introduction and Familiarize with

Next Week’s Plan Casablanca’s
Philosophy,
mission,
vision, and the
Upcoming week's
Tasks to align work
effectively.

Week1 Day1- Attended orientation session, Understand the importance of

introduced to marketing team, learned marketing and sales activities in
about company products. b2b business.
Day2- Reviewed marketing strategy
documents, studied competitor products
and pricing.
Day3- Assisted in updating client database.
Day4-understands can catalogue.

Day5- learn beverage packaging trends.

Day6-Reporting and Review and plan for
next week task.

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Week2 Day1- Drafted introductory email Understand how to make
templates for prospective clients. aerosol cans and the different
Day2- Assisted in preparing product diameters of cans and analysis
catalogue. of data.
Day3- Attended meeting with sales team.
Day4-data entry on excel.
Day5-understands purchase orders for the
production.
Day6-Reporting and Review and plan for
next week task.

Week3 Day1- Helped design LinkedIn post Gain proficiency in using

promoting eco-friendly can features. linkedln for posts and
Day2- Organized and labelled physical Understand its impact on
product samples for client visits. customers and understand mall
Day3- Attended an gaming event. and herlan production lines
Day4-Understands in depth process from stages.
engineers.
Day5-Attend an training program on sap
software.
Day6-Leave

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Week4 Day1-competitor analysis. Develop skills in speaking, attend
Day2-make charts from the data. meeting with seniors and gain
Day3-study about company’s achievements. practical marketing knowledge.
Day4-data entry in excel.
Day5-sample handling.
Day6- Reporting and Review and plan for
next week task.

Week5 Day1- support team during client visit. Understand customer demands
Day2-understand dispatch process. and dispatch from the company to
Day3-leave customers origin.
Day 4- customer list checking.
Day5- sample handling
Day6- Reporting and Review and plan for
next week task.

Week6 Day1-converting raw data into excel. Also learns some inventory
Day2-make purchase orders in tool room. management techniques like
Day3-attend managing director’s speech. reorder level and how to enter
Day4-comparing monthly sales data in excel. data in erp software.
Day5-leave
Day6- Reporting and Review and plan for
next week task.

Week7 Day1-attend a meeting on SAP software Get some knowledge about sap
implementation. software(systems applications,
Day2-observe how the team maintain And Products in data processing)
and understands importance of
relationship with existing customers.
the long term good relationship
Day3-analyzing customer feedback. with existing customers.
Day4-visit plant.
Day5-reviewing competitor websites.
Day6- report review and presentation.

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CHAPTER-5

Finding and Recommendation

Findings

 Market Awareness is Growing but Competition is Intense:

The demand for metal cans, especially in beverages and aerosol sectors, is increasing steadily. However,
the market is becoming more competitive with multiple players offering similar products.
Differentiation through product quality and service is crucial.
 Customer Relationships are Key in B2B Sales:
Building long-term trust with clients is essential. Many customers prefer suppliers who provide technical
support, timely delivery, and personalized attention over just price advantages.
 Digital Presence Needs Strengthening:
The company’s digital marketing efforts are currently limited. There is potential to leverage social
media, website content, and digital ads to reach a wider industrial audience.
 Market Research is Mostly Secondary:
Most research relies on secondary sources like reports and online data. There is scope to conduct more
primary research such as customer feedback surveys to better understand client needs.
 Trade Shows are Valuable:
Participation in industry exhibitions helps with brand visibility and lead generation. However,
systematic follow-up on leads collected during events can be improved.

Suggestions

 Develop Comprehensive Customer Profiles:

Create detailed profiles of existing and potential customers, including their preferences, purchase history,
and decision-making criteria. This will help tailor marketing and sales approaches more effectively.
 Leverage Digital Marketing Tools:
Use SEO, email marketing, and targeted social media campaigns (especially LinkedIn) to reach
industrial buyers and generate quality leads.
 Enhance Internal Communication:

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 Improve coordination between marketing, sales, and production teams through regular meetings and
shared digital platforms to ensure smooth order processing and client satisfaction.
 Invest in Training and Development:
Organize workshops or training sessions for marketing and sales staff on the latest trends in packaging
technology, digital marketing, and consultative selling.
 Focus on Sustainability Messaging:
Highlight the company’s commitment to eco-friendly practices and recyclable materials in all marketing
communications to attract environmentally conscious clients.
 Optimize Event Participation:
Plan trade shows and exhibitions strategically with clear objectives, allocate sufficient resources, and
prepare detailed follow-up plans to maximize ROI.

CHAPTER-6

Conclusion

The internship experience in the marketing department of Casablanca can manufacturing company has been
highly enriching and insightful. Over the course of seven weeks, I gained practical exposure to various marketing
functions such as market research, customer database management, digital marketing support, and trade show
preparation. This hands-on involvement helped me connect theoretical knowledge acquired during my studies
with real-world industrial marketing practices, especially in the B2B sector. Understanding the unique challenges
and dynamics of marketing industrial products like metal cans deepened my appreciation for strategic planning,
relationship management, and technical selling approaches.
One of the key takeaways from this internship was the critical role of customer relationship building in industrial
marketing. Unlike consumer markets, the sales cycles in the packaging industry tend to be longer, with emphasis
on trust, reliability, and customized solutions. Observing the consultative selling techniques and follow-up
processes employed by the marketing team highlighted the importance of communication and responsiveness in
securing long-term clients. Additionally, participation in trade fair preparations and digital marketing initiatives
showed me how multi-channel approaches help enhance brand visibility and generate valuable leads.
The internship also shed light on the areas where the company can improve its marketing effectiveness. There is
significant potential in strengthening digital marketing strategies, leveraging social media platforms, and
adopting data-driven approaches for lead management and customer engagement. Moreover, enhancing primary
market research and feedback mechanisms could provide more actionable insights to tailor offerings better. The

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importance of sustainability messaging and showcasing eco-friendly product features also emerged as a crucial
differentiator in today’s environmentally conscious market.
Overall, this internship has been a valuable learning journey that improved my marketing skills, professional
communication, and understanding of industrial sales processes. It provided me with a platform to apply
academic concepts practically while developing new competencies such as CRM management, event
coordination, and digital content creation. I am confident that the knowledge and experience gained will
significantly benefit my future career in marketing and related fields. I am grateful to the marketing department
team for their guidance and support throughout the internship and look forward to applying these lessons in my
professional endeavors.

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Reference

[Link]
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companies
[Link]
[Link]
limited/U28113DL2011PTC223576

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