marekting internship report dawood engineering (pvt.) ltd

Marketing Internship Report-Dawood Engineering (Private) Limited

INTERSNHIP REPORTInternship Training In

Marketing Department Of Dawood Engineering (Pvt.)

Limited

Duration:March 28 2016 to April 2016

Prepared & Submitted By:

Internee: Muhammad Asif khan s/o Abul Hasan TajStudent ID: MB-2-05-51271Studying In: MBAElectives: Production & Operations Management

/ EntrepreneurshipStudying At: PAF-KIET (City Campus)

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Executive SummaryThis internship report has been written at the successful completion of

the internship training at Dagwood Engineering (Pvt.) Ltd. in Marketing Department. This repot consist the information related to the tasks and duties carry out during the internship training and provide basic information about the forging and precision industry and describe the implication of effective marketing strategies within the same industry. The last part of the internship report consist the observations of the internee during internship and simultaneously with some suggestions that can improve the organization’s efficiency and ultimately the profitability.

The Dawood Engineering (Pvt.) Ltd. is one of the renowned metal précising organization and serving most renowned brands of the world. They have been recognized due to the specialty in Auto Parts manufacturing and aiming to enhance their customer network through effectively utilizing the marketing tools and techniques. To achieve this objective they are participating in the World’s Largest Industrial Trade Fair Hannover MESSE, which will be going to held at Germany from April 25 to 29, 2016.

The most part of this internship training is also belongs to the marketing activities carry out to effectively capitalize this lucrative opportunity through introducing the Dawood Engineering (Pvt.) Ltd. and its associate Companies as one of the competent manufacturer of the metal precision product and gain maximum business from this exhibition, where more than five thousand manufacturers are showcasing their products and services for the rest of the world.

DEPL’s management is also struggling to develop Dawood Engineering as one of the most reliable brand name among the other metal forging and precision product manufacturers of the world.

The metal and steel industry is one of the prominent industrial sectors besides others and almost all of other industrial sectors are directly or indirectly use the metal related products. It can be easily say that this industry exists in every part of our life from Domestic Appliances to Industrial Products. This industry possesses a lot of potential and a large market of customers and consumers. A careful marketing strategy can help the DEPL to capture the maximum market share according its capability and will allow them grow themselves more rapidly in this competitive environment.

At last I am very thankful to the Dawood Engineering (Pvt.) Ltd. upon providing me chance for such a great learning opportunity and to complete my Internship Training with their esteemed organization..

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Table of Contents Preamble Marketing

o Digital or e Marketingo The four P’s Of Marketingo Entrepreneurial Marketingo What is B2B Marketing?

What is forging?o How big the forging industry?o Forging processeso Application of forged componentso Defects in Metal Forging

Die Castingo Advantages of Die Castingo Die Casting Process Cycle

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o Gravity Die Castingo Mold or Tooling

Machining o Machining Operations

Precision Engineering Surface Treatment of Metal

o Surface Finishingo Surface Treatment of Aluminum at Aluminum

Alloys Cost Drivers in Metal Forging, Die Casting and

Precision Engineering Die Casting vs. Other Processes How Forging Compares to Casting About Dawood Engineering (Pvt.) Ltd. Hannover MESSE Activities during Internship Training at DEPL Observations Suggestions

PreambleWith growing need of the businesses, Marketing has been recognized

as the one of the strategic component with others. Its due importance has been increased with the passage of time due to its nature of work. Marketing encompasses the key important business processes which are known as essential for businesses Customer Relationships, Creation of Value chain to the customers and the effective Management of Supply Chain of the organization. It is just not all about to communicate the customers about the products or services but to create a long lasting relationship with them and providing them value against the price they pay for. It will be kept in our mind when devising a strategy for our business that our customers deserve the best.

Marketing Department in an organization is also play a very pivotal role for the attainment of organizational goals and objectives. The effective marketing also leads to the organizations toward achievement of their vision,

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the higher goals of the organization. Irrespective of their area of working the many things are common while designing a marketing plan.

An effective marketing plan not only provide us guideline to communicate with the potential customers or the audience but also comprises a road map through which these customers will be translate into the permanent customers and make them loyal enough that they will become a cause for new customers for the organization.

Marketing In the broadest sense, marketing incorporate everything about understanding markets (both yours and the ones you have not yet made yours), bringing your product/service to a market, and even developing new markets.

Marketing is about producing what you can sell, rather than just selling what you can produce. Marketing is basically the strategic part of business. Marketing incorporates or impacts heavily upon all of the following activities:

Business Development Product Development Market Development Market Research Competitor Analysis Pricing Strategy Public Relations Customer Service Promotions Brand Development Company/Corporate Identity

Digital or E-Marketing?

Digital marketing is Quirk's guide to online marketing. Digital / E-Marketing or Electronic Marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet. The terms eMarketing, Internet marketing and online marketing, are frequently interchanged, and can often be considered synonymous.

E-Marketing is the process of marketing a brand using the Internet. It includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers.

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http://www.quirk.biz/resources/glossary/E#emarketing


By such a definition, eMarketing encompasses all the activities a business conducts via the worldwide web with the aim of attracting new business, retaining current business and developing its brand identity.

Why is it important?

When implemented correctly, the return on investment (ROI) from eMarketing can far exceed that of traditional marketing strategies.

Whether you're a "bricks and mortar" business or a concern operating purely online, the Internet is a force that cannot be ignored. It can be a means to reach literally millions of people every year. It's at the forefront of a redefinition of way businesses interact with their customers.

Start at the beginning:

The foundation of all good marketing is to know your market. That means your customers. The well marketed business is completely customer focused. They identify what the customer wants or needs, and then supply it at a price the customer is prepared to pay.

The customer is always right. That is the classic saying which has fallen from favour in recent years. However it is true. The customer is always right, provided that they are the right customer.

Knowing your customers:

The tricky part to this is that you really need to know who your customers are and what they want even before you can make them your customers. Bigger businesses literally do this by carrying out extensive market research to find the best balance of the 4 P's of marketing before they go any further.

It is the data you get from knowing your customers, combined with the data from studying your competition in the market that helps you to find a good mixture of the 4 P's

The Four P's of Marketing:

The four P's of marketing are:

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http://www.quirk.biz/resources/glossary/R#roi


1. P roduct is what you are selling. Not just the physical product or the actual service, but all the customer benefits and values that the product represents. It is usually not important to have the best possible product. Cutting edge and feature packed products cost more. The key is to have the most valuable product in its price range.

2. P rice is the amount that the customer must pay. This is the acid test of whether the features you added to the product were really valuable, or whether you might have been better to cut a few low-value features out and so be able to offer a lower price.

3. P lace is sometimes thought unimportant to online business. However, many deals still go best with a handshake. Services can only be cost-effectively provided within a fixed travel-radius. Shipping costs matter. Place is still a vital concern. With the internet, all online shops are on the super-highway and equidistant to any customer, and yet people still look for local and regional suppliers. Financial and legal issues are still mostly set by place too. Where will you place your distribution centers? Would better placement of your business let you ship faster or more cost-efficiently?

4. P romotion is the P that everyone knows Marketing is about. Of course about advertising in promotions, public relations, special offers, viral marketing, and so much more.

Every business, and every product or service, will need its own special blend of those four elements. The cheaper the product and the better your place, the lower the price you can offer. The more attractive a product is for the price, the further people will travel or the longer they'll wait, and the less promotion the product will need.

The 4 P's of marketing all inter-relate to create an overall mix that you can control, and in doing so, can find the optimum blend for your customers and market conditions.

Entrepreneurial Marketing:

It is only recently that entrepreneurship has been studied as its own distinct category of business. The amazing success of once small companies like Microsoft, Virgin, and Dell has revealed that entrepreneurship is its own class of business with many unique challenges and opportunities. As the field has received more and more focus, specific strategies for successful entrepreneurship have begun to emerge.

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The primary challenge facing the entrepreneur is competing against larger, better known, and more resourceful companies. How can a start up with a small staff, limited budget, and miniscule customer base hope to compete against the giants in their industry? They do this by turning their weaknesses into their strengths. By their very nature, start-up companies can be more flexible and unorthodox than their major competitors.

Marketing is one area where entrepreneurs can actually define a unique identity for themselves. Think of all the clever ads that came out of the first wave of Internet start-ups. Pets.com, for example, was able to turn a simple sock puppet into a nationally recognized spokesperson. Since marketing is a tool that is available to any business willing to invest in it, it is one of the best ways for emerging companies to define their image in the minds of consumers.

What is Entrepreneurial Marketing?

Entrepreneurial marketing is less about a single marketing strategy and more about a marketing spirit that differentiates itself from traditional marketing practices. It eschews many of the fundamental principles of marketing because they are typically designed for large, well established firms. Entrepreneurial marketing utilizes a toolkit of new and unorthodox marketing practices to help emerging firms gain a foothold in crowded markets.

Marketing Strategies for Entrepreneurs:

In competitive markets, it can be easy to get lost in the crowd. One of the biggest challenges for entrepreneurs is standing out from their competitors. Marketing in new, unusual, or aggressive ways is the best way to illustrate what makes a business unique. Below are some marketing strategies that entrepreneurs have used successfully in the past. A company can direct all of its marketing efforts towards one strategy, or use several of them at once.

Relationship Marketing – Focuses on creating a strong link between the brand and the customer.

Expeditionary Marketing – Involves creating markets and developing innovative products. Companies act as leaders rather than followers.

One to One Marketing - Customers are marketed to as individuals. All marketing efforts are personalized.

Real Time Marketing – Uses the power of technology to interact with a customer in a real time.

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Viral Marketing – Places marketing messages on the Internet so they can be shared and expanded on by customers.

Digital Marketing – Leverages the power of Internet tools like email and social networking to support marketing efforts

How is an Entrepreneurial Marketing Plan Develop and Implemented?

Marketing plans can only develop after a company determines several aspects about their business model. They must understand the core mission of the company, which customers they will target, and who their competitors are. Making careful self-analysis can help emerging businesses define their place in the market and set realistic goals. The type of business a startup strives to be will also affect its marketing decisions. If a company decides that it will market to professional business customers, it probably won’t use funny viral videos on YouTube. The detail of the plan will depend largely on the particular marketing strategy that a company chooses. The strategies of relationship marketing are significantly different than viral marketing. It is important to define which type of marketing to focus on, and then concentrate all efforts in that area. A comprehensive marketing plan helps companies to maintain this focus as they revise their strategies. Most marketing plans do not cover more than a year’s worth of time because start-ups face such uncertain circumstance, requiring businesses to be flexible and open to quick changes. Entrepreneurial marketing plans are based on input from every aspect of the company – from production, to finance, to personnel. In order to succeed, start-up should work in a coordinated way to use their resources as efficiently as possible. Marketing decisions must reflect the real world circumstances facing the company.

Metrics used to evaluate the marketing plan should reflect the foals of the company. These goals can range from maximizing profits, to reaching the broadest customer base, to redefining a particular market. Each goal will require a different marketing strategy and be evaluated on different terms. Emerging companies have to set quantitative targets for themselves and then revise their strategies of those targets are not met. Otherwise, growth is impossible.

What is Business-to-business (B2B) Marketing?

Business-to-business (B2B) refers to a situation where one business makes a commercial transaction with another. This typically occurs when:

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A business is sourcing materials for their production process (e.g. a food manufacturer purchasing salt).

A business needs the services of another for operational reasons (e.g. a food manufacturer employing an accountancy firm to audit their finances).

A business re-sells goods and services produced by others (e.g. a retailer buying the end product from the food

Business marketing

Business marketing is a marketing practice of individuals or organizations (including commercial businesses, governments and institutions). It allows them to sell products or services to other companies or organizations that resell them, use them in their products or services or use them to support their works.

Business marketing is also known as industrial marketing or business-to-business (B2B) marketing. Despite sharing dynamics of organizational marketing with marketing to governments, business-to-government marketing is different.

Business and consumer markets

Business markets have a derived demand – a demand in them exists because of demand in the consumer market. An example would be the Indian government wishing to purchase equipment for a nuclear power plant. The underlying consumer demand that has triggered this is that people of India are consuming more electricity (by using more household devices such as washing machines and computers). Business markets do not exist in isolation.

A single consumer market demand can give rise to hundreds of business market demands. The demand for cars in India creates demands for castings, forgings, plastic components, steel and tires. In turn, this creates demands for casting sand, forging machines, mining materials, polymers, rubber. Each of these growing demands has triggered more demands.

As the spending power of citizens’ increases, countries generally see an upward wave in their economy. Cities or countries with growing consumption are generally growing business markets.

B2B Marketing: What makes it Special?

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https://en.wikipedia.org/wiki/Industrial_marketing

https://en.wikipedia.org/wiki/Retail


Around the time of B2B International’s inception in the 1990s, a key challenge we faced was explaining to potential customers that our skills as business-to-business market researchers and marketers were unique. There was a frequent dismissal of the idea that business-to-business markets – and therefore the techniques used to explore these markets – were in any meaningful way distinct from consumer markets.

Over the past 15 years, however, business-to-business marketing has emerged as a discipline in its own right and divergences in marketing practice have been accentuated. We feel it is worth reiterating the many differences between the two disciplines and, above all, pointing out the implications of these differences when it comes to implementing a business-to-business marketing strategy.

B2B marketing is therefore about meeting the needs of other businesses, though ultimately the demand for the products made by these businesses is likely to be driven by consumers in their homes.

We believe that there are ten key factors that make business-to-business markets special and different to consumer markets. These are described below

1) B2B Markets Have A More Complex Decision-Making Unit

The decision making unit (DMU) in business-to-business markets is highly complex or at least it has the potential to be so.

Ordering products of low value and low risk (such as the ubiquitous paper clip) may well be the responsibility of the office junior. However, the purchase of a new plant that is vital to a business may involve a large team who makes their decision over a protracted period. The DMU at any one time is often ephemeral – specialists enter and leave to make their different contributions and, of course, over time people leave the company or change jobs far more frequently than they change family unit.

This complexity and dynamism has implications for business-to-business markets. The target audiences for B2B communications are amorphous, made up of groups of constantly changing individuals with different interests and motivations. Buyers seek a good financial deal. Production managers want high throughput. Health and safety executives want low risk. And those are just their simple, functional needs. Each person who is party to the DMU will also bring their psychological and cultural baggage to the decision and this can create interesting variations to the selection of products and suppliers.

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Following figure divides business-to-business purchases into four categories according to their financial value and the level of business risk associated with the purchase. Each of these categories gives rise to different purchasing behavior and different complexities.

Low-risk, low-value purchases are the least distinct from consumer purchases. They often involve just one, frequently junior person. There is little financial or business risk involved on getting the decision wrong, meaning that relatively little thought goes into the decision.

Low-risk, high-value items such as raw materials typically involve a mixture of technical and purchasing personnel, and often very senior people such as board members. This complexity is necessary to ensure that price is minimized without impacting upon quality. Purchasing personnel would usually be the key decision makers on a transaction-by-transaction basis, under the general guidance of more technical employees, who would review suppliers periodically.

Low-value, high-risk items such as office insurance would similarly involve a mixture of specialists and purchasers. As the ‘risk’ is in the product rather than the price, and as each transaction is likely to be

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unique, an expert (in this case perhaps an in-house legal expert) would tend to be the key decision maker every time a purchase takes place.

High-value, high-risk purchases are the most distinct from consumer purchases, with a large number of senior decision makers evaluating a large range of purchase criteria. In the case of plant equipment, we might expect a CFO, R&D Director, Production Director, Purchasing Director, Head of Legal Department, CEO and a number of upper-management department heads to be involved.

A Typical Decision Making Unit In A B2B Environment

2) B2B Buyers Are More "Rational"

The description of business-to-business buyers as more ‘rational’ than their consumer counterparts is perhaps controversial, but we believe true. We may not leave our emotions at home when we go to work, but most of us attach them to a tight leash and try to keep them away from our colleagues.

Would the consumer who pays £3,000 for a leather jacket that is less warm and durable than its £200 counterpart in the shop next door make a similar decision in the workplace? What about the person who spends £1,000 for a season ticket at a football club that has just been relegated and frustrates them every Saturday, or £6.50 on a packet of cigarettes that excludes them from indoor public places and puts them at risk of serious disease – would the same person choose to buy, for example, a computer that consistently infuriated them or an asbestos roof that risked their own health and that of their colleagues?

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The truth is that as consumers we are often less well-informed, less accountable to others and far more susceptible to whims, indulgences, recklessness and showing off than is the case when we are in the workplace. We therefore have a tendency to make purchasing decisions that a rational observer (a business-to-business buyer that has to make a profit each month) would regard as ludicrous. As consumers we are far less likely to ask whether the product we are buying has an ROI (return on investment). We buy what we want, not what we need.

3) B2B Products Are Often More Complex

Just as the decision making unit is often complex in business-to-business markets, so too are B2B products themselves.

Where the purchase of a consumer product requires little expertise (perhaps nothing more than a whim), the purchase of an industrial product frequently requires a qualified expert. Where consumer products are largely standardized, industrial products are often bespoke and require high levels of fine-tuning. Even relatively complex consumer products tend to be chosen on fairly simple criteria. A car might be chosen because it goes fast and looks nice, and a stereo might be purchased on the grounds that it is tremendously loud.

Even simpler industrial products, on the other hand, frequently have to be integrated into wider systems and as a result have very specific requirements and need intimate, expert examination and modification. It is difficult to imagine a turbine manufacturer or commercial website design buyer having a look at three or four products and then choosing one simply because it looks nice. The choice of turbine will involve a whole host of technical, productivity and safety issues, whilst the choice of website might be based on its integration into a wider B2B marketing campaign, its interactivity with users and the degree to which it draws potential clients via search engines.

Buyers of consumer products are generally not interested in the technical details of what they are buying. The vast majority of car buyers are far more interested in what speed the car will reach than in how it will reach that speed. Similarly, the buyer of a chocolate bar is likely to be far more interested in the fact that the item stops them feeling hungry and tastes nice than in the technology and ingredients that make it so. As a result, consumer products are frequently marketed in ways that are superficial or even vacuous.

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Car manufacturers frequently completely ignore not only how a car performs, but often the fact that the car performs at all, and instead seek to apply non-physical attributes such as sex appeal to their products. Business-to-business campaigns, on the other hand, seek to educate their target audience by providing specific factual information. A corporate vehicle fleet buyer is unlikely to purchase a car for his sales force on the basis of its colour or sex appeal. Many target companies in business-to-business campaigns are already well-informed on the product area, in which case promotional material may have to go as far as offering product specifications.

4) Limited Number Of Buying Units in B2B Markets

Almost all business-to-business markets exhibit a customer distribution that confirms the Pareto Principle or 80:20 rule. A small number of customers dominate the sales ledger. Nor are we talking thousands and millions of customers. It is not unusual, even in the largest business-to-business companies, to have 100 or fewer customers that really make a difference to sales.

There is also a matter of scale. In consumer markets there are reasonable limits to the amount that a single person can buy and use of any product. Certainly there are heavy users of all consumer products but the difference between the light user and the heavy user is a matter of small degree compared with the scale of differences in business-to-business markets. You can fit most buyers of consumer products into a “typical spend per month” with a few heavy spenders and a few light spenders at the extremes. The range of spend between the largest and smallest buyer in a business-to-business universe is likely to be much, much larger than the range of spend between the largest and smallest buyers in consumer markets. Small numbers of customers of widely different sizes – and the presence of a few key accounts – is a major distinguishing feature of business-to-business markets and this requires a completely different marketing approach to that required for consumer markets.

5) B2B Markets Have Fewer Behavioral And Needs-Based Segments

Our experience of over 2,000 business-to-business studies shows that B2B markets typically have far fewer behavioral or needs-based segments than is the case with consumer markets. Whereas it is not uncommon for an FMCG market to boast 10, 12 or more segments, the average business-to-business study typically produces 3 or 4.

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Part of the reason for this is the smaller target audience in business-to-business markets. In a consumer market with tens of thousands of potential customers, it is practical and economical to divide the market into 10 or 12 distinguishable segments, even if several of the segments are only separated by small nuances of behavior or need. This is patently not the case when the target audience consists of a couple of hundred business buyers.

The main reason for the smaller number of segments, however, is simply that a business audience’s behavior or needs vary less than that of a (less rational) consumer audience. Whims, insecurities, indulgences and so on are far less likely to come to the buyer’s mind when the purchase is for a place of work rather than for oneself or a close family member. And the numerous colleagues that get involved in a B2B buying decision, and the workplace norms established over time, filter out many of the extremes of behavior that may otherwise manifest themselves if the decision were left to one person with no accountability to others.

It is noticeable that the behavioral and needs-based segments that emerge in business-to-business markets are frequently similar across different industries. Needs-based segments in a typical business-to business market often resemble the following:

A price-focused segment, which has a transactional outlook to doing business and does not seek any ‘extras’. Companies in this segment are often small, working to low margins and regard the product/service in question as of low strategic importance to their business.

A quality and brand-focused segment, which wants the best possible product and is prepared to pay for it. Companies in this segment often work to high margins, are medium-sized or large, and regard the product/service as of high strategic importance.

A service-focused segment, which has high requirements in terms of product quality and range, but also in terms of after sales, delivery, etc. These companies tend to work in time-critical industries and can be small, medium or large. They are usually purchasing relatively high volumes.

A partnership-focused segment, usually consisting of key accounts, which seeks trust and reliability and regards the supplier as a strategic partner. Such companies tend to be large, operate on relatively high margins, and regard the product or service in question as strategically important.

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6) Personal Relationships Are More Important In B2B Markets

An important distinguishing feature of business-to-business markets is the importance of the personal relationship. A small customer base that buys regularly from the business-to-business supplier is relatively easy to talk to. Sales and technical representatives visit the customers. People are on first-name terms. Personal relationships and trust develop. It is not unusual for a business-to-business supplier to have customers that have been loyal and committed for many years.

The importance of personal relationships is particularly pronounced in emerging markets such as China and Russia, which have little culture of free information, historic quality problems with local suppliers, and – in markets where the concept of branding is still emerging – little other than their trust in the salesperson on which they can judge the provenance of the product or service they are buying.

7) B2B Buyers Are Longer-Term Buyers

Whilst consumers do buy items such as houses and cars which are long-term purchases, these incidences are relatively rare. Long-term purchases – or at least purchases which are expected to be repeated over a long period of time – are more common in business-to-business markets, where capital machinery, components and continually used consumables are prevalent.

Furthermore, the long-term products and services required by businesses are more likely to require service back-up from the supplier than is the case in consumer markets. A computer network, a new item of machinery, a photocopier or a fleet of vehicles usually require far more extensive after sales service than a house or the single vehicle purchased by a consumer. Businesses’ repeat purchases (machine parts, office consumables, for example) will also require ongoing expertise and services in terms of delivery, implementation/installation advice, etc that are less likely to be demanded by consumers.

Finally, business customers tend to be regarded as long-term customers more than consumers do for the simple reason that there are fewer business customers about, and the ones that do exist are more valuable! The benefits of retaining a B2B customer are often enormous, and the consequences of losing them very serious.

8) B2B Markets Drive Innovation Less Than Consumer Markets

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A look at the derived demand diagram (Figure 1) demonstrates that most innovation is driven by consumer markets. B2B companies that innovate usually do so as a response to an innovation that has already happened further upstream. B2C businesses tend to be less risk averse, as they have to predict and respond to the whims and irrational behavior of consumers rather than the more calculated decision-making of businesses. B2B companies have the comparative luxury of responding to trends rather than seeking to predict or even drive them.

This is not to say, of course, that companies in B2B markets are ‘worse’ innovators than those in consumer markets. Indeed, the opposite is repeatedly the case, as innovations are often more carefully planned and successfully commercialized in the B2B world, in which audiences are more clearly defined and trends more easily identified.

9) Consumer Markets Rely Far More On Packaging

There has been a huge growth in the packaging of consumer products in recent years, as marketers seek not only to protect and preserve their products, but also to use the packaging as a vehicle through which aspirations and desires are transmitted to the customer. Consumers being less rational than business-to-business buyers, this approach has proved enormously successful at adding perceived value to products.

Adding value through packaging – making packaging a key part of the extended offer – is far more difficult to achieve in business-to-business markets, where product is judged primarily on technical criteria and the extended offer is built around relationships rather than dreams, aspirations or appearances.

10) Sub-Brands Are Less Effective In B2B Markets

We have frequently argued that the most neglected B2B marketing opportunity is the building of a strong brand. In a world where it is becoming increasingly difficult to distinguish one product from another, it is even more important to have the support of a powerful brand.

The role of brand in the B2B buying decision is thought to have increased over the past decade (it used to be said that its influence was 5% of the B2B buying decision against 30-40% of the consumer buying decision) and there is plenty of scope for B2B companies to differentiate themselves further through effective branding strategies.

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It must be said, however, that B2B companies are generally far worse at both developing and implementing branding strategies than are B2C companies. B2B companies tend to be bad at recognizing that branding strategy should envelop every customer touch point and aspect of the business – an unknowledgeable technical sales-team can undo the work of a branding communications campaign instantly.

In their rush to embrace branding strategy, many B2B companies have over-compensated and developed huge numbers of sub-brands for every aspect of their product range. This kind of approach can be effective in consumer markets, where diversified companies such as Unilever recognize the need to build relationships with segments and sub-segments of numerous target audiences. In business-to-business markets, however, target audiences are smaller and as explained above place more emphasis on relationships than brand when it comes to making the purchase decision. Most importantly, business-to-business buyers are generally more informed than consumers and tend to regard multiple brands and sub-brands as pointless and confusing, perhaps even insulting.

B2B Buyers Are More Demanding:

Simply business-to-business buyers are more demanding. They have a responsibility to make the right decision when purchasing on behalf of their companies. They take fewer risks and therefore need quality to be absolutely right. They have the expertise to recognize a bad offering when they see one. They are used to getting what they want. They are often paying more than they would as a consumer and therefore expect more in return. They are likely to regard themselves as interacting with the product or service supplied to them, rather than playing the role of passive recipient.

The business-to-business marketers are responsible to meet target audience’s needs; we must therefore raise our game to ensure that our product, services and intangibles meet and exceed customers’ requirements.

The fact is that business-to-business buyers are more predictable than their consumer counterparts. This means that good quality market intelligence and close attention to the target markets’ needs place business marketers in a strong position to meet the needs of the market.

Strategies For B2B Marketing Success

Here are eight concepts to focus while developing the business to business marketing strategies:

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A) Short-Term Winning Strategies

1. Play The Volume Game:

Do your team members know exactly what they need to do to hit your marketing team goals? High-performing marketing teams understand the volume of marketing activity and precise actions they require to hit their targets. In fact, the best marketing cultures rally around these numbers, which are closely tracked and understood throughout the marketing department.

It is not difficult to run numbers through a marketing funnel tool. Many calculators exist for doing so, or your team can create its own using conversions at all stages (either your internal conversion rates or published averages). As a result, your team will be able to predict how much activity is needed in order to hit revenue numbers and plan its activities, such as number of programs, contact data purchases, and programs spend. Beyond running the numbers for the year and quarter, consider requiring team members to run the funnel numbers prior to the launch of each individual program. You’ll want to set the precedent that these figures will become the success measures for programs and individual performance of marketing team members.

2. Assess The Quality Situation:

Great marketing campaigns start with great contact data, yet all too often the state of the marketing database is left to chance. In fact, according to Sirius Decisions Research, between 10 percent and 25 percent of B2B marketing database contacts contain critical errors. Imagine the net impact on marketing programs of a database that is only 75 percent marketable. A short-term fix is to assign someone on your team stewardship of the data. Having that person get a handle on the current state of the database and understand how to fix it quickly will prevent negative impacts of incorrect data on your campaigns. Be forewarned, however, that databases grow and change quickly, so your data quality efforts cannot be a point-in-time fix. High-performing marketing departments have assigned owners of the data, often part of the marketing operations function, and an ongoing plan for assessing and repairing data quality. Make this part of your long-term core strategy, and you’ll see positive results over time.

3. Take An Extra Step In Qualifying Your Leads:

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Are all of your marketing leads going directly to sales? Fully qualifying your marketing leads into sales-ready opportunities with the help of teleprospecting could dramatically improve the quality and conversion of leads that end up in your sales pipeline. Studies show that marketing leads sent directly to sales may not receive follow-up (as much as 50 percent, according to Miller Pierce (VOC) because sales folks responsible for closing business may not have the cycles to fully qualify and convert marketing leads. Employing a teleprospecting effort, with a dedicated calling team, ensures no marketing lead is left behind. This approach requires agreement with sales leadership on the specific definition of a fully qualified sales-ready lead and can be a great boost to help everyone meet their goals.

4. Get Feedback:

In addition to reviewing metrics from the sales automation tool, make sure your team members are constantly engaging with sales to discuss their perception on leads passed and opportunities created. The definition of marketing success also includes the perception of sales, and it is important for marketers to understand the perceived value of the leads they are passing. Doing so will allow your team members to actively engage in dialogue with the members of the sales team about the real (rather than perceived) results and reset any misconceptions. The process will build the relationship with sales, and your team will likely get some good feedback about ways marketing can support sales through the selling process.

B) Long-Term Gain Strategies:

5. Assess The Targeting Situation :

Ensure that you have crossed the “T” in targeting. With a large volume of marketing activity, both inbound and outbound, happening in your department, it can be easy to lose resolution on the target. To ensure you have all of the right target buyers in your database, encourage your team to analyze historical purchase data. Your team should use data from sales automation, marketing automation, and your CRM system to identify as much as possible about the target buyer and other influencers who were involved in the buying process. After all, the shortest path to a sale is to involve all of the influencers from the beginning to get them aligned. In addition, take note of the length of the buying cycle and average deal size. This information will help you frame the schedule and frequency for marketing activity required to hit future goals.

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Once target buyers and influencers are determined, your team should evaluate your prospect database to confirm that it have these buyers--both the primary targets and influencers--in the right volumes. Your team can again leverage a marketing funnel calculator to determine the correct database size and take steps to grow the database if needed. This is a great time to append missing contact info (email/phone), add segmentation criteria, such as demographic / firmographic info (industry/title), or include behavioral data, such as installed technology data.

6. Personal Research :

The emerging trend of B2B buyers’ decreasing their engagement with salespeople until they’ve narrowed their options to just a few solutions is not going away.

Now more than ever before, your company’s success requires content that is grounded in deep insight about buyers’ decision to choose you over a competitor, or to do nothing at all. Marketers on your team need to become experts in their target buyers, how they buy, and what is important to them in order to be successful.

As a marketing leader, it is incumbent on you to instill the importance of this in your team and move them away from a culture of creating stuff that meets the sniff test of all the smart people on the team. Drive them to understand what each of your buyers wants to know at every step in their evaluation process and create relevant content to support it. Establish formal programs and ongoing measurement for team members who are responsible for researching, documenting, and communicating buyer persona information. To reinforce the desired behaviors, add to their performance goals metrics for number of win/loss interviews conducted and number of sessions where they communicate insights from the research across the marketing team.

7. Messaging Alignment :

Marketing creates a lot of stuff. And it is easy to get in the habit of creating unnecessary new stuff to support new demand gen activity. One way to combat that is through planning. Once your team is aligned around the target buyer, conduct an inventory of the content you currently have. Have team members review all content, checking to ensure it maps to the messaging themes of the persona and establishing how the buyer expects to use that content in his buying process. The results can be captured in a simple matrix that will easily the identify gaps that exists and allow you to plan for content creation.

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To further align the team and ensure on-point messaging, consider conducting a workshop where you identify all relevant messaging themes for your target buyer, as well as important messages for your business (e.g., to support product releases), and plot them on the calendar for the year, aligning all of your team’s marketing activity, such as events, demand gen, product launches, PR, social media, etc., under the messaging themes.

As your team works through the exercise, you’ll want to create repeatable top-of-funnel programs for messages that are important to the target buyer and can be repurposed throughout the year to net new prospects. You’ll also want to build repeatable nurture programs for leads that fall out of the funnel. Doing so will give economy of scale and remove the need to create unnecessary content. Plus, your team will have a messaging map that shows exactly what is planned for the year in terms of activity and how the pieces fit together.

8. Measure, Analyze, And Hold Accountable :

With the tools available today, there is no excuse for not being nimble and adapting in real time, yet busy marketers can easily lose sight of tracking the effectiveness of campaigns in real-time and miss the opportunity to adjust to hit goals.

Today, marketing leaders need to foster a culture of numbers accountability, expecting their teams to understand the performance of their efforts and eventually be able to project results of future efforts based on past performance. And while it may be a new direction for some marketers, focusing on the quantifiable results will help them understand what tactics work and what do not so they will become more strategic about their future planning and decision-making. Make sure that your team formalizes around what it measures, having metrics for both overall macro performance, such as YTD numbers, as well as micro level metrics for individual program performance.

Strategies B2B branding

B2B branding is different from B2C in some crucial ways, including the need to closely align corporate brands, divisional brands and product/service brands and to apply your brand standards to material often considered “informal” such as email and other electronic correspondence. It is mainly of large scale when compared with B2C.

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I. Product (or service):

Due to the fact that business customers are focused on creating shareholder value for themselves, the cost-saving or revenue-producing benefits of products and services are important to factor in throughout the product development and marketing cycles.

II. Target Market:

B2B Buyer Decision Map: Problem, solution alternatives, decision support quite often, the target market for a business product or service is smaller and has more specialized needs reflective of a specific industry or niche. A B2B niche, a segment of the market, can be described in terms of firm graphics which requires marketers to have good business intelligence in order to increase response rates. Regardless of the size of the target market, the business customer is making an organizational purchase decision and the dynamics of this, both procedurally and in terms of how they value the product offered, differ dramatically from the consumer market. There may be multiple influencers on the purchase decision, which may also have to be marketed to, though they may not be members of the decision making unit. In addition the research and decision making process a B2B buyer undertakes will be more extensive. Finally the purchase information that buyers are researching changes as they go through the buying process.III. Pricing

The business market can be convinced to pay premium prices more often than the consumer market if you know how to structure your pricing and payment terms well. This pricing premium is particularly achievable if you support it with a strong brand.

IV. Promotion

Promotion planning is relatively easy when you know the decision making habits of your customer base and what they are looking for, not to mention the vocabulary unique to their segment. Specific trade shows, analysts, publications, blogs and retail/wholesale outlets tend to be fairly common to each industry/product area. What this means is that once you figure it out for your industry/product, the promotion plan almost writes itself (depending on your budget) but figuring it out can be a special skill and it takes time to build up experience in your specific field. Promotion techniques rely heavily on marketing communications strategies (see below).

V. Sales and distribution

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The importance of a knowledgeable, experienced and effective direct (inside or outside) sales force is often critical in the business market. If you sell through distribution channels also, the number and type of sales forces can vary tremendously and your success as a marketer is highly dependent on their success.

VI. Communications Methodologies

The purpose of B2B marketing communications is to support the organizations' sales effort and improve company profitability. B2B marketing communications tactics generally include advertising, public relations, direct mail, trade show support, sales collateral, branding, and interactive services such as website design and search engine optimization. The Business Marketing Association is the trade organization that serves B2B marketing professionals. It was founded in 1922 and offers certification programs, research services, conferences, industry awards and training programs.

a) Positioning statement An important first step in business to business marketing is the development of your positioning statement. This is a statement of what you do and how you do it differently, as well as how it will be better and more efficient than your competitors.

b) Developing messages The next step is to develop your messages. There is usually a primary message that conveys more strongly to your customers, what you do and the benefit it offers to them. This is often supported by a number of secondary messages, each of which may have a number of supporting arguments, facts and figures.

c) Campaign plans Doesn't matter which form the B2B marketing campaign will take, you need to build a comprehensive plan up front to target resources where you believe they will deliver the best return on investment, and make sure you have all the infrastructure in place to support each stage of the marketing process - and that doesn't just include developing the lead - make sure the entire organization is geared up to handle the inquiries appropriately.

d) Briefing an agency A standard briefing document is usually a good idea for briefing an agency. As well as focusing the agency on what's important to you and your campaign. It serves as a checklist of all the important things to consider as part of your brief. Typical elements to an agency brief are:

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Your objectives, target market, target audience, product, campaign description, your product positioning, graphical considerations, corporate guidelines, and any other supporting material and distribution.

e) Measuring results The real value in results measurement is in tying the marketing campaign back to business results. After all, you’re not in the business of developing marketing campaigns for marketing's sake. So always put metrics in place to measure your campaigns, and if at all possible, measure your impact upon your desired objectives, be it Cost Per Acquisition, Cost per Lead or tangible changes in customer perception.

f) Size Hutt and Speh (2001) note that "business marketers serve the largest market of all; the dollar volume of transactions in the industrial or business market significantly exceeds that of the ultimate consumer market." For example, they note that companies such as GE, DuPont and IBM spend more than $60 million a day on purchases to support their operations.Dwyer and Tanner (2006) say the purchases made by companies, government agencies and institutions "account for more than half of the economic activity in industrialized countries such as the United States, Canada and France."A 2003 study sponsored by the Business Marketing Association estimated that business-to-business marketers in the United States spend about $85 billion a year to promote their goods and services. The BMA study breaks that spending out as follows (figures are in billions of dollars):

Trade Shows/Events -- $17.3 Internet/Electronic Media -- $12.5 Promotion/Market Support -- $10.9 Magazine Advertising -- $10.8 Publicity/Public Relations -- $10.5 Direct Mail -- $9.4 Dealer/Distributor Materials -- $5.2 Market Research -- $3.8 Telemarketing -- $2.4 Directories -- $1.4 Other -- $5.1

g) Growth

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The tremendous growth and change that business marketing is experiencing is largely due to three "revolutions" occurring around the world today, according to Morris, Pitt and Honeycutt (2001).

First is the technological revolution. Technology is changing at an unprecedented pace, and these changes are speeding up the pace of new product and service development. A large part of that has to do with the Internet, which is discussed in more detail below.Technology and business strategy go hand in hand. Both are correlated. While technology supports forming organization strategy, the business strategy is also helpful in technology development. Both play a great role in business marketing.

Second is the entrepreneurial revolution. To stay competitive, many companies have downsized and reinvented themselves. Adaptability, flexibility, speed, aggressiveness and innovativeness are the keys to remaining competitive today. Marketing is taking the entrepreneurial lead by finding market segments, untapped needs and new uses for existing products, and by creating new processes for sales, distribution and customer service.The third revolution is one occurring within marketing itself. Companies are looking beyond traditional assumptions and they are adopting new frameworks, theories, models and concepts. They are also moving away from the mass market and the preoccupation with the transaction. Relationships, partnerships and alliances are what define marketing today. The cookie-cutter approach is out. Companies are customizing marketing programs to individual accounts.

h) Impact of the Internet

The Internet has become an integral component of the customer relationship management strategy for business marketers. Dwyer and Tanner (2006) note that business marketers not only use the Internet to improve customer service but also to gain opportunities with distributors.According to Anderson and Narus (2004), two new types of resellers have emerged as by-products of the Internet: infomediaries and metamediaries. Infomediaries, such as Google and Yahoo, are search engine companies that also function as brokers, or middlemen, in the business marketing world. They charge companies fees to find information on the Web as well as for banner and pop-up ads and search engine optimization services. Metamediaries are companies with robust Internet sites that furnish customers with multiproduct, multivendor and multiservice market space in return for commissions on sales.

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With the advent of b-to-b exchanges, the Internet ushered in an enthusiasm for collaboration that never existed before—and in fact might have even seemed ludicrous 10 years ago. For example, a decade ago who would have imagined Ford, General Motors and DaimlerChrysler entering into a joint venture? That's exactly what happened after all three of the Big Three began moving their purchases online in the late 1990s. All three companies were pursuing their own initiatives when they realized the economies of scale they could achieve by pooling their efforts. Thus was born what then was the world's largest Internet business when Ford's Auto-Xchange and GM's TradeXchange merged, with DaimlerChrysler representing the third partner.

While this exchange did not stand the test of time, others have, including Agentrics, which was formed in 2005 with the merger of Worldwide Retail Exchange and GlobalNetXchange, or GNX. Agentrics serves more 50 retailers around the world and more than 300 customers, and its members have combined sales of about $1 trillion. Hutt and Speh (2001) note that such virtual marketplaces enable companies and their suppliers to conduct business in real time as well as simplify purchase processes and cut costs.

A Glance over Forging, Die Casting, Machining, Precision Engineering And Stamping

What is forging?

Forging is manufacturing process where metal is pressed, pounded or squeezed under great pressure into high strength parts known as forgings. The process is normally (but not always) performed hot by preheating the metal to a desired temperature before it is worked. It is important to note that the forging process is entirely different from the casting (or foundry) process, as metal used to make forged parts is never melted and poured (as in the casting process).

How big is the forging industry?

The forging industry is composed of those plants that:

a) Make parts to order for customers (referred to as custom forgings);b) Make parts for their own company's internal use (referred to as captive

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forgings); orc) Make standard parts for resale (referred to as catalog forgings).The largest sector - custom forging - accounts for over $6 billion dollars in sales annually. These custom forgings are produced by about 250 forging companies in approximately 300 plants across the U.S., Canada and Mexico.

What metals are forged?

Just about any metal can be forged. However, some of the most common metals include: carbon, alloy and stainless steels; very hard tool steels; aluminum; titanium; brass and copper; and high-temperature alloys which contain cobalt, nickel or molybdenum. Each metal has distinct strength or weight characteristics that best apply to specific parts as determined by the customer.

What kind of equipment is used to make forgings?

Although the styles and drive systems vary widely, a forging can be produced on any of the following pieces of equipment.

Hammers with a driving force of up to 50,000 pounds, pound the metal into shape with controlled high pressure impact blows.

Presses with a driving force of up to 50,000 tons, squeeze the metal into shape vertically with controlled high pressure.

Upsetters are basically forging presses used horizontally for a forging process known as "upsetting".Ring Rollers turn a hollow round piece of metal under extreme pressure against a rotating roll, thereby squeezing out a one-piece ring (with no welding required).

Forging Processes

There are basically three methods (or processes) to make a forged part.

Impression Die Forging:

Impression die forging pounds or presses metal between two dies (called tooling) that contain a precut profile of the desired part. Parts from a few ounces to 60,000 lbs. can be made using this process. Some of the smaller parts are actually forged cold.

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Cold Forging:

Most forging is done as hot work, at temperatures up to 2300 degrees F, however, a variation of impression die forging is cold forging. Cold forging encompasses many processes -- bending, cold drawing, cold heading, coining, extrusions and more, to yield a diverse range of part shapes. The temperature of metals being cold forged may range from room temperature to several hundred degrees.

Open Die Forging:

Open die forging is performed between flat dies with no precut profiles is the dies. Movement of the work piece is the key to this method. Larger parts over 200,000 lbs. and 80 feet in length can be hammered or pressed into shape this way.

Seamless Rolled Ring Forging:

Seamless rolled ring forging is typically performed by punching a hole in a thick, round piece of metal (creating a donut shape), and then rolling and squeezing (or in some cases, pounding) the donut into a thin ring. Ring diameters can be anywhere from a few inches to 30 feet.

Application of Forged Components

The forging process can create parts that are stronger than those manufactured by any other metalworking process. This is why forgings are almost always used where reliability and human safety are critical. But you'll rarely see forgings, as they are normally component parts contained inside assembled items such an airplanes, automobiles, tractors, ships, oil drilling equipment, engines, missiles and all kinds of capital equipment - to name a few

Automotive & Truck:

The characteristics of forged parts strength, reliability and economy are what make them ideal for vital automotive and truck applications. Forged components are commonly found at points of shock and stress such as wheel spindles, kingpins, axle beams and shafts, torsion bars, ball studs, idler arms, pitman arms and steering arms. Another common application is in the power train, where connecting rods, transmission shafts and gears, differential gears, drive shafts, clutch hubs and universal joints are often forged. Although typically forged from carbon or alloy steel, other materials such as

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aluminum and micro alloyed steels are seeing great advances in forged auto and truck applications.

Agricultural Machinery & Equipment:

Strength, toughness and economy are also important in farm implements. In addition to engine and transmission components, key forgings subjected to impact and fatigue range from gears, shafts, levers and spindles to tie-rod ends, spike harrow teeth and cultivator shafts.

Valves, Fittings, Oil Field Applications:

Because of their superior mechanical properties and freedom from porosity, forgings are often associated with the high pressure applications of the valve and fitting industry. Corrosion and heat-resistant materials are used for flanges, valve bodies and stems, tees, elbow reducers, saddles and other fittings. Oil field applications include rock cutter bits, drilling hardware, and high-pressure valves and fittings.

Hand Tools & Hardware:

Forged has traditionally been the mark of quality in hand tools and hardware. Pliers, hammers, sledges, wrenches and garden tools, as well as wire-rope clips, sockets, hooks, turnbuckles and eye bolts are common examples. Surgical and dental instruments are also often forged. Special hardware for electrical transmission and distribution lines such as pedestal caps, suspension clamps, sockets and brackets are commonly forged for strength, dependability and resistance to corrosion.

Off-Highway Equipment/Railroad:

Strength, toughness, machinability and economy account for the many uses of forgings in off-highway and heavy construction equipment, mining equipment, and material handling applications. In addition to engine and transmission parts, forgings are used for a wide variety of gears, sprockets, levers, shafts, spindles, ball joints, wheel hubs, rollers, yokes, axle beams, bearing holders and links.

General Industrial Equipment:

Forgings of great size are often found in industrial equipment and machinery used by the steel, textile, paper, power generation and transmission, chemical and refinery industries to name just a few. Typical forged configurations include bars, blanks, blocks, connecting rods, cylinders, discs, elbows, rings, T's, shafts and sleeves.

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Ordnance/Shipbuilding:

Forged components are found in virtually every implement of defense, from rifle triggers to nuclear submarine drive shafts. Heavy tanks, missiles, armored personnel carriers, shells and other heavy artillery are common defense-related applications of forged components.

Aerospace :

High strength-to-weight ratio and structural reliability can favorably influence performance, range, and payload capabilities of aircraft. Made of various ferrous, non-ferrous and special alloy materials, forgings are widely used in commercial jets, helicopters, piston-engine planes, military aircraft and spacecraft. Some examples of where a forging's versatility of size, shape and properties make it an ideal component include bulkheads, wing roots and spars, hinges, engine mounts, brackets, beams, shafts, landing gear cylinders and struts, wheels, brake carriers and discs and arresting hooks. In jet turbine engines, iron-base, nickel-base and cobalt-base super alloys are forged into components such as discs, blades, buckets, couplings, manifolds, rings, chambers and shafts.

Defects In Metal Forging

Inspection is an important aspect of metal forging manufacture. All parts should be checked for defects after the manufacturing process is complete. Defects of metal forged product include exterior cracking, interior cracking, laps, cold shuts, warping of the part, improperly formed sections and dead zones.

Cracking both interior and exterior is caused by excessive stress, or improper stress distribution as the part is being formed. Cracking of a forging can be the result of poorly designed forging die or excess material in the work piece. Cracks can also be caused by disproportionate temperature distributions during the manufacturing operation. High thermal gradients can cause cracks in a forged part. Laps or folds in a metal forging are caused by a buckling of the part, laps can be a result of too little material in the work piece. Cold shuts occur when metal flows of different temperatures meet, they do not combine smoothly, a boundary layer, (cold shut), forms at their intersection. Cold shuts indicate that there is a problem with metal flow in the mold as the part is being formed. Warping of a forged part can happen when thinner sections cool faster than the rest of the forging.

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Improperly formed sections and dead zones can be a result of too little metal in the work piece or flawed forging die design resulting in incorrect material distribution during the process. In general, defects in parts manufactured by metal forging can be controlled first by careful consideration of work stock volume, and by good design of both the forging die, (mold), and the process. The main principle is to enact the right material distributions, and the right material flow to accomplish these distributions. Die cavity geometry and corner radius play a large role in the action of the metal. Forging die design and forging process design will be discussed in later sections.

Die Casting

Die casting is a versatile process for producing engineered metal parts by forcing molten metal under high pressure into reusable steel molds. These molds, called dies, can be designed to produce complex shapes with a high degree of accuracy and repeatability. Parts can be sharply defined, with smooth or textured surfaces, and are suitable for a wide variety of attractive and serviceable finishes.

Die castings are among the highest volume, mass-produced items manufactured by the metalworking industry, and they can be found in thousands of consumer, commercial and industrial products. Die cast parts are important components of products ranging from automobiles to toys. Parts can be as simple as a sink faucet or as complex as a connector housing.

Die cast parts are found in many places around the home. The polished, plated zinc die casting in this kitchen faucet illustrates one of the many finishes possible with die casting.

These connector housings are examples of the durable, highly accurate components that can be produced with today’s modern die casting

History:

The earliest examples of die casting by pressure injection - as opposed to casting by gravity pressure - occurred in the mid-1800s. A patent was awarded to Sturges in 1849 for the first manually operated machine for casting printing type. The process was limited to printer’s type for the next 20 years, but development of other shapes began to increase toward the end of the century. By 1892, commercial applications included parts for phonographs and cash registers, and mass production of many types of parts began in the early 1900s.

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The first die casting alloys were various compositions of tin and lead, but their use declined with the introduction of zinc and aluminum alloys in 1914. Magnesium and copper alloys quickly followed, and by the 1930s, many of the modern alloys still in use today became available.

The die casting process has evolved from the original low-pressure injection method to techniques including high-pressure casting — at forces exceeding 4500 pounds per square inch — squeeze casting and semi-solid die casting. These modern processes are capable of producing high integrity, near net-shape castings with excellent surface finishes. The Future:

Refinements continue in both the alloys used in die casting and the process itself, expanding die casting applications into almost every known market. Once limited to simple lead type, today’s die casters can produce castings in a variety of sizes, shapes and wall thicknesses that are strong, durable and dimensionally precise.

Cast metals

The main die casting alloys are: zinc, aluminum, magnesium, copper, lead, and tin; although uncommon, ferrous die casting is also possible. Specific die casting alloys include: Zamak; zinc aluminium; aluminium to, e.g.

The Aluminum Association (AA) standards: AA 380, AA 384, AA 386, AA 390; and AZ91D magnesium. The following is a summary of the advantages of each alloy:

Zinc: the easiest metal to cast; high ductility; high impact strength; easily plated; economical for small parts; promotes long die life.

Aluminium: lightweight; high dimensional stability for complex shapes and thin walls; good corrosion resistance; good mechanical properties; high thermal and electrical conductivity; retains strength at high temperatures.

Magnesium: the easiest metal to machine; excellent strength-to-weight ratio; lightest alloy commonly die cast.

Copper: high hardness; high corrosion resistance; highest mechanical properties of alloys die cast; excellent wear resistance; excellent dimensional stability; strength approaching that of steel parts.

Silicon tombac: high-strength alloy made of copper, zinc and silicon. Often used as an alternative for investment casted steel parts.

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Lead and tin: high density; extremely close dimensional accuracy; used for special forms of corrosion resistance. Such alloys are not used in foodservice applications for public health reasons. Type metal, an alloy of lead, tin and antimony (with sometimes traces of copper) is used for casting hand-set type in letterpress printing and hot foil blocking. Traditionally cast in hand jerk moulds now predominantly die cast after the industrialization of the type foundries. Around 1900 the slug casting machines came onto the market and added further automation, with sometimes dozens of casting machines at one newspaper office.

The Advantages of Die Casting

Die casting is an efficient, economical process offering a broader range of shapes and components than any other manufacturing technique. Parts have long service life and may be designed to complement the visual appeal of the surrounding part. Designers can gain a number of advantages and benefits by specifying die cast parts.

High-speed production :

Die casting provides complex shapes within closer tolerances than many other mass production processes. Little or no machining is required and thousands of identical castings can be produced before additional tooling is required.

Dimensional accuracy and stability:

Die casting produces parts that are durable and dimensionally stable, while maintaining close tolerances. They are also heat resistant.

Strength and weight:

Die cast parts are stronger than plastic injection moldings having the same dimensions. Thin wall castings are stronger and lighter than those possible with other casting methods. Plus, because die castings do not consist of separate parts welded or fastened together, the strength is that of the alloy rather than the joining process.

Multiple finishing techniques:

Die cast parts can be produced with smooth or textured surfaces and they are easily plated or finished with a minimum of surface preparation.

Simplified Assembly:

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Die castings provide integral fastening elements, such as bosses and studs. Holes can be cored and made to tap drill sizes, or external threads can be cast.

Die Casting Process Cycle

The process cycle for die casting consists of five main stages, which are explained below. The total cycle time is very short, typically between two (2) seconds and one (1) minute.

1. Clamping:

The first step is the preparation and clamping of the two halves of the die. Each die half is first cleaned from the previous injection and then lubricated to facilitate the ejection of the next part. The lubrication on time increases with part size, as well as the number of cavities and side cores. Also, lubrication, the two die halves, which are attached inside the die casting machine, are closed and securely clamped together sufficient force must be applied to the die to keep it securely closed while the metal is injected. The required to close and clamp the die is dependent upon the machine larger machines (those with greater clamping forces) Will required more time. This time can be estimated form the dry cycle time of the machine.

2. Injection:

The molten metal, which is maintained at a set temperature in the furnace, is next transferred into a chamber where it can be injected into the die. The method of transferring the molten metal is dependent upon the type of die casting machine, whether a hot chamber or cold chamber machine is being used. The difference in this equipment will be detailed in the next section. Once transferred, the molten metal is injected at high pressures into the die. Typical injection pressure ranges from 1,000 to 20,000 psi. This pressure holds the molten metal in the dies during solidification. The amount of metal that is injected into the die is referred to as the shot. The injection time is the time required for the molten metal to fill all of the channels and cavities in the die. This time very short, typically less than 0.1 seconds, in order to prevent early solidification of any one part of the metal. The proper injection time can be determined by the thermodynamics properties of the material of the material, as well as the wall thickness will require a longer injection time. In the case where a cold chamber die casting machine is being used, the injection time must also include the time to manually ladle the molten metal into the shot chamber.

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3. Cooling:

The molten metal this is injected into the die will begin to cool and solidify once it enters the die cavity. When the entire cavity is filled and the molten metal solidifies, the final shape of the sating is formed. The die cannot be opened until the cooling tine has elapsed and the casting is solidified. The cooling time can be estimated from several thermodynamic properties of the metal, the maximum wall thickness of the casting, and the complexity of the die. A greater wall thickness will require a longer cooling time. The geometrics complexity of the die also requires a longer cooling time because the additional resistance to the flow of heat.

4. Ejection:

After the predetermined cooling time has passed, the die halves can be opened and an ejection mechanism can push the casting out of the die cavity. The time to open the die can be estimated from the dry cycle time of the machine and the ejection time is determined by the size of the casting’s envelop and should include time for the casting to fall free of the die. The ejection mechanism must apply some force to eject the part because during coiling the part shrinks and adheres to the die. Once the casting is ejected, the die can be clamped shut for the nest injection.

5. Trimming:

During cooling, the material in the channels of the die will solidify attached to the casting. This excess material, along with any flash that has occurred, must be trimmed from the casting either manually via cutting or sawing or using a trimming press. The time required to trim the excess material can be estimated from the size of the casting’s envelope. The scrap material that results from this trimming is either discarded or can be reused in the dies casting process. Recycled material may need to be reconditioned to the proper chemical composition before it can be combined with non-recycled metal and reused in the die casting process.

Gravity Die CastingSometimes referred to as Permanent Mould, GDC is a repeatable

casting process used for non-ferrous alloy parts, typically aluminium, Zinc and Copper Base alloys.

The process differs from HPDC in that Gravity- rather than high pressure- is used to fill the mould with the liquid alloy.

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GDC is suited to medium to high volumes products and typically parts are of a heavier sections than HPDC, but thinner sections than sand casting.

There are three key stages in the process.

1. The heated mould [Die or Tool] is coated with a die release agent. The release agent spray also has a secondary function in that it aids cooling of the mould face after the previous part has been removed from the die.

2. Molten metal is poured into channels in the tool to allow the material to fill all the extremities of the mould cavity. The metal is either hand poured using steel ladles or dosed using mechanical methods. Typically, there is a mould “down sprue” that allows the alloy to enter the mould cavity from the lower part of the die, reducing the formation of turbulence and subsequent porosity and inclusions in the finished part.

3. Once the part has cooled sufficiently, the die is opened, either manually or utilizing mechanical methods.

Advantages:

Good dimensional accuracy Smoother cast surface finish than sand casting Improved mechanical properties compared to sand casting Thinner walls can be cast compared to sand casting Reverse draft internal pockets and forms can be cast in using

preformed sand core inserts Steel pins and inserts can be cast in to the part Faster production times compared to other processes. Once the tolling is proven, the product quality is very repeatable. Outsourced Tooling setup costs can be lower than UK sand casting.

Mold or ToolingTwo dies are used in die casting; one is called the "cover die half"

and the other the "ejector die half". Where they meet is called the parting line.

The cover die contains the sprue (for hot-chamber machines) or shot hole (for cold-chamber machines), which allows the molten metal to flow into the dies; this feature matches up with the injector nozzle on the hot-chamber machines or the shot chamber in the cold-chamber machines. The ejector die

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contains the ejector pins and usually the runner, which is the path from the sprue or shot hole to the mold cavity. The cover die is secured to the stationary, or front, platen of the casting machine, while the ejector die is attached to the movable platen. The mold cavity is cut into two cavity inserts, which are separate pieces that can be replaced relatively easily and bolt into the die halves.

The dies are designed so that the finished casting will slide off the cover half of the die and stay in the ejector half as the dies are opened. This assures that the casting will be ejected every cycle because the ejector half contains the ejector pins to push the casting out of that die half. The ejector pins are driven by an ejector pin plate, which accurately drives all of the pins at the same time and with the same force, so that the casting is not damaged. The ejector pin plate also retracts the pins after ejecting the casting to prepare for the next shot. There must be enough ejector pins to keep the overall force on each pin low, because the casting is still hot and can be damaged by excessive force. The pins still leave a mark, so they must be located in places where these marks will not hamper the casting's purpose.

Other die components include cores and slides. Cores are components that usually produce holes or opening, but they can be used to create other details as well. There are three types of cores: fixed, movable, and loose. Fixed cores are ones that are oriented parallel to the pull direction of the dies (i.e. the direction the dies open), therefore they are fixed, or permanently attached to the die. Movable cores are ones that are oriented in any other way than parallel to the pull direction. These cores must be removed from the die cavity after the shot solidifies, but before the dies open, using a separate mechanism. Slides are similar to movable cores, except they are used to form undercut surfaces. The use of movable cores and slides greatly increases the cost of the dies. Loose cores, also called pick-outs, are used to cast intricate features, such as threaded holes. These loose cores are inserted into the die by hand before each cycle and then ejected with the part at the end of the cycle. The core then must be removed by hand. Loose cores are the most expensive type of core, because of the extra labor and increased cycle time.[9] Other features in the dies include water-cooling passages and vents along the parting lines. These vents are usually wide and thin (approximately 0.13 mm or 0.005 in) so that when the molten metal starts filling them the metal quickly solidifies and minimizes scrap. No risers are used because the high pressure ensures a continuous feed of metal from the gate.

The most important material properties for the dies are thermal shock resistance and softening at elevated temperature; other important properties include hardenability, machinability, heat checking resistance, weldability,

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availability (especially for larger dies), and cost. The longevity of a die is directly dependent on the temperature of the molten metal and the cycle time. The dies used in die casting are usually made out of hardened tool steels, because cast iron cannot withstand the high pressures involved, therefore the dies are very expensive, resulting in high start-up costs. [15]

Metals that are cast at higher temperatures require dies made from higher alloy steels.[16]

MachiningMachining is any of various processes in which a piece of raw material

is cut into a desired final shape and size by a controlled material-removal process. The processes that have this common theme, controlled material removal, are today collectively known as subtractive manufacturing, in distinction from processes of controlled material addition, which are known as additive manufacturing. Exactly what the "controlled" part of the definition implies can vary, but it almost always implies the use of machine tools (in addition to just power tools and hand tools).Machining is a part of the manufacture of many metal products, but it can also be used on materials such as wood, plastic, ceramic, and composites.[1]

A person who specializes in machining is called a machinist. A room, building, or company where machining is done is called a machine shop. Machining can be a business, a hobby, or both.[2] Much of modern day machining is carried out by computer numerical control (CNC), in which computers are used to control the movement and operation of the mills, lathes, and other cutting machines.

Machining operations:

The three principal machining processes are classified as turning, drilling and milling. Other operations falling into miscellaneous categories include shaping, planning, boring, broaching and sawing.

In turning, a cutting tool with a single cutting edge is used to remove material from a rotating work piece to generate a cylindrical shape. The primary motion is provided by rotating the work piece, and the feed motion is achieved by moving the cutting tool slowly in a direction parallel to the axis of rotation of the work piece.

Drilling is used to create a round hole. It is accomplished by a rotating tool that typically has two or four helical cutting edges. The tool is fed in a direction parallel to its axis of rotation into the work piece to form the round hole.

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o In boring, a tool with a single bent pointed tip is advanced into a roughly made hole in a spinning work piece to slightly enlarge the hole and improve its accuracy. It is a fine finishing operation used in the final stages of product manufacture.

o Reaming, is one of the sizing operation that removes a small amount of metal from a hole that already drilled.

In milling, a rotating tool with multiple cutting edges is moved slowly relative to the material to generate a plane or straight surface. The direction of the feed motion is perpendicular to the tool's axis of rotation. The speed motion is provided by the rotating milling cutter. The two basic forms of milling are:

o Peripheral millingo Face milling.

Other conventional machining operations include shaping, planning, broaching and sawing. Also, grinding and similar abrasive operations are often included within the category of machining.

Precision Engineering

Precision engineering is a sub discipline of electrical engineering, software engineering, electronics engineering, mechanical engineering, and optical engineering concerned with designing machines, fixtures, and other structures that have exceptionally low tolerances, are repeatable, and are stable over time. These approaches have applications in machine tools, MEMS, NEMS, optoelectronics design, and many other fields.

One of the fundamental principles in precision engineering is that of determinism. System behavior is fully predictable even to nanometer-scale motions.

"The basic idea is that machine tools obey cause and effect relationships that are within our ability to understand and control and that there is nothing random or probabilistic about their behavior. Everything happens for a reason and the list of reasons is small enough to manage.

By this we mean that machine tool errors obey cause-and-effect relationships, and do not vary randomly for no reason. Further, the causes are not esoteric and uncontrollable, but can be explained in terms of familiar engineering principles."

The following are goals for precision engineering:

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1. Create a highly precise movement.2. Reduce the dispersion of the product's or part's function.3. Eliminate fitting and promote assembly, especially automatic

assembly.4. Reduce the initial cost.5. Reduce the running cost.6. Extend the life span.7. Enable the design safety factor to be lowered.8. Improve interchangeability of components so that corresponding parts

made by other factories or firms can be used in their place.9. Improve quality control through higher machine accuracy capabilities

and hence reduce scrap, rework, and conventional inspection.10. Achieve a greater wear/fatigue life of components.11. Make functions independent of one another.12. Achieve greater miniaturization and packing densities.13. Achieve further advances in technology and the underlying

sciences."

Surface Treatment of metals

Treatment of metals can be of essential importance in many industries. It is not a new process, but a process that dates back as early as mankind started using gold decoratively before 4000 BC.

Today there can be several reasons why it is necessary to change the surface properties of metals. For example is surface treatment of metals used for:

Decoration and/or reflectivity Improved hardness (eg. for resistance to damage and wear) Prevention of corrosion

Treatment of metal surfaces plays an enormous role in extending the life of metals, such as in automotive bodies and construction materials; an often seen application is cleaning of stainless steel bodies for windows, etc.

Almost every industry will have a need for metal surface treatment equipment. Among the industries who today use metal surface treatment include the following; the automotive industry, the construction industry, the Container industry, the electrical industry, the medical industry, industrial equipment, industries using laboratory equipment, aerospace, and several other industries. The range of

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components treated varies from: spectacle frames, components for automotive, screws, nuts, bolts, different tools and many others.

Understanding the Surface Treatment of Metal:

Compared to other surfaces that need treatment prior to coating, printing, or adhesion etc. there are a number of different methods available for the surface treatment of metal. Surface treatment of metal is a process in which parts or components made out of metal or plastic are treated before any actual coating takes place.

The purpose of this treatment is increasing the surface energy level of a particular metal surface so that it can easily adhere to the printing or coating that is about take place. This type of treatment is usually known as the coatings pretreatment. Surface treatment of metal involves the creation of a barrier that acts like a wall protecting the metal in an environment that’s corrosive.

The surface layer forming on a metal that is scheduled for chemical coating is created due to a chemical reaction that’s non-electrolytic in nature. The reaction occurs between a solution and the metals surface. These layers are amorphous and adherent. For allowing the surface treatment of metal to form a shielding layer, the metal being used as a base should be converted into a component that’s less reactive towards corrosion in comparison to the metal surface being used in the first place.

In order to conduct a successful surface treatment of metal, the layer formed on the metals surface should be able to pass on the same amount of potential throughout. The layer should also be able to neutralize any areas showing signs of cathodic or anodic corrosion. Only then can surface treatment of metal provide a base that’s absorptive for adhesion to paints and other finishes.

The process of metal surface treatment involves more than a few steps. Firstly, the stamping compounds and mill oils are cleaned away from the surface leading to rinsing post phosphates. This is followed by the application of an organic-inorganic sealer. And finally, the surface is rinsed with water that’s free of contaminants e.g. water obtained through reverse osmosis or deionization. After being rinsed, the surface is taken to an oven that dries off the surface. Here, all the moisture is completely removed before a metal can enter the painting process.Types of Conversion Coatings:

There are several types of conversion coatings used in the surface treatment process. Some of these are given below.

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1. Coating with Oxides:

Coatings done by the help of oxides are actually corrosion products that include an oxide with negligible thickness leading to good adhesion. These treatments are usually done through electrochemical reactions, heat, or chemicals.

2. Chromate Coating

These coatings involve the process of chemical conversion formed by a reaction occurring between chromium salts or chromic acid water solutions. Chromate coatings can be applied on cadmium, zinc, magnesium and aluminum because of their resistance towards atmospheric corrosion. These coatings are extensively used for protecting hardware items used as household products.

3. Phosphate Coating

These coatings also involve chemical conversion of metal surfaces. Phosphate crystals are formed on material surfaces containing zinc, manganese or iron phosphates. Generally, phosphate coatings are applied on cast iron, low-alloy steel and carbon steel. Though, these can be applied on cadmium, tin, aluminum and zinc too.

Which materials can be successfully treated?

Almost all commonly used base materials are easily treated. The material list below includes materials both plastic and metals:

PP PE PES Teflon (PTFE)Polymers PC ABS PSEPDM TPF TPE Stainless SteelAluminium And

Many other metals

Surface Finishing

Surface finishing is a broad range of industrial processes that alter the surface of a manufactured item to achieve a certain property. Finishing processes may be employed to: improve appearance, adhesion or wettability, solderability, corrosion resistance, tarnish resistance, chemical

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resistance, wear resistance, hardness, modify electrical conductivity, remove burrs and other surface flaws, and control the surface friction. In limited cases some of these techniques can be used to restore original dimensions to salvage or repair an item. An unfinished surface is often called mill finish.

Surface finishing processes can be categorized by how they affect the work piece:

Removing or reshaping finishing Adding or altering finishing

Mechanical processes may also be categorized together because of similarities the final surface finish.

Mechanical finishing

Mechanical finishing processes include:

Abrasive blasting o Sandblasting

Burnishing Grinding Mass finishing processes

o Tumble finishingo Vibratory finishing

Polishing o Buffingo Lapping

The use of abrasives in metal polishing results in what is considered a "mechanical finish".

Metal finish designations:

#3 Finish:

Also known as grinding, roughing or rough grinding. These finishes are coarse in nature and usually are a preliminary finish applied before manufacturing. An example would be grinding gates off of castings, deburring or removing excess weld material. It is coarse in appearance and applied by using 36–100 grit abrasive. When the finish is specified as #3, the material is polished to a uniform 60–80 grit.

#4 Architectural Finish:

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Also known as brushed , directional or satin finish. A #4 architectural finish is characterized by fine polishing grit lines that are uniform and directional in appearance. It is produced by polishing the metal with a 120–180 grit belt or wheel finish and then softened with an 80–120 grit greaseless compound or a medium non-woven abrasive belt or pad.

#4 Dairy or sanitary finish:

This finish is commonly used for the medical and food industry and almost exclusively used on stainless steel. This finish is much finer than a #4 architectural finish. This finish enhances the physical appearance of the metal as well as increases the sanitary benefits. One takes great care to remove any surface defects in the metal, like pits, that could allow bacteria to grow. A #4 dairy or sanitary finish is produced by polishing with a 180–240 grit belt or wheel finish softened with 120–240 grit greaseless compound or a fine non-woven abrasive belt or pad.

#6 Finish:

Also known as a fine satin finish. This finish is produced by polishing with a 220–280 grit belt or wheel softened with a 220–230 greaseless compound or very fine non-woven abrasive belt or pad. Polishing lines will be soft and less reflective than a #4 architectural finish.

#7 Finish:

A #7 finish is produced by polishing with a 280–320 belt or wheel and sisal buffing with a cut and color compound. This is a semi-bright finish that will still have some polishing lines but they will be very dull. Carbon steel and iron are commonly polished to a #7 finish before chrome plating. A #7 finish can be made bright by color buffing with coloring compound and a cotton buff. This is commonly applied to keep polishing costs down when a part needs to be shiny but not flawless.#8 Finish:

Also known as a mirror finish. This finish is produced by polishing with at least a 320 grit belt or wheel finish. Care will be taken in making sure all surface defects are removed. The part is sisal buffed and then color buffed to achieve a mirror finish. The quality of this finish is dependent on the quality of the metal being polished. Some alloys of steel and aluminum cannot be brought to a mirror finish. Castings that have slag or pits will also be difficult, if not impossible, to polish to a #8.

Surface Treatment of Aluminum and Aluminum Alloys:

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Aluminum alloys are divided into two major categories: wrought and casting alloys. A further differentiation for each category is based primary on mechanism of property development. Many alloys respond to thermal treatment based on phase solubility. These treatments include solution heat treatment, quenching and precipitation, or age hardening.

In order to improve surface properties of final products, such as wear resistance, corrosion resistance, reflectivity etc., different types of surface treatment were designed. All of them are divided into several groups, such as electrochemical treatments, chemical treatments and coatings. In this article their terms and definitions will be explained.

Aluminum alloys are divided into two major categories: wrought and casting alloys. A further differentiation for each category is based primary on mechanism of property development. Many alloys respond to thermal treatment based on phase solubility. These treatments include solution heat treatment, quenching and precipitation, or age hardening.

In order to improve surface properties of final products, such as wear resistance, corrosion resistance, reflectivity etc., different types of surface treatment were designed. All of them are divided into several groups, such as electrochemical treatments, chemical treatments and coatings. In this article their terms and definitions will be explained.

Stamping (Metalworking)

Stamp (also known as pressing) is the process of placing flat sheet metal in either blank or coil form into a stamping press where a tool and die surface forms the metal into a net shape. Stamping includes a variety of sheet-metal forming manufacturing processes, such as punching using a machine press or stamping press, blanking, embossing, bending, flanging, and coining.

This could be a single stage operation where every stroke of the press produces the desired form on the sheet metal part, or could occur through a series of stages. The process is usually carried out on sheet metal, but can also be used on other materials, such as polystyrene.

Stamping is usually done on cold metal sheet.

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History:

Stamped parts were used for mass-produced bicycles in the 1890s. Stamping replaced die forging and machining, resulting in greatly reduced cost. Although not as strong as die forged parts, they were of good enough quality.

Stamped bicycle parts were being imported into the United States from Germany in 1890. U.S. companies then started to have stamping machines custom built by U.S. machine tool makers. Through research and development Western Wheel was able to stamp most bicycle parts.Several automobile manufacturers adopted stamped parts before Ford Motor Company. Henry Ford resisted the recommendations of his engineers to use stamped parts, but when the company could not satisfy the demand with die forged parts, Ford was forced to use stampings.

Operations Bending - the material is deformed or bent along a straight

line.

Flanging - the material is bent along a curved line.

Embossing - the material is stretched into a shallow depression. Used primarily for adding decorative patterns. See also Repoussé and chasing.

Blanking - a piece is cut out of a sheet of the material, usually to make a blank for further processing.

Coining - a pattern is compressed or squeezed into the material. Traditionally used to make coins.

Drawing - the surface area of a blank is stretched into an alternate shape via controlled material flow. See also deep drawing.

Stretching - the surface area of a blank is increased by tension, with no inward movement of the blank edge. Often used to make smooth auto body parts.

Ironing - the material is squeezed and reduced in thickness along a vertical wall. Used for beverage cans and ammunition cartridge cases.

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Reducing/Necking - used to gradually reduce the diameter of the open end of a vessel or tube.

Curling - deforming material into a tubular profile. Door hinges are a common example.

Hemming - folding an edge over onto itself to add thickness. The edges of automobile doors are usually hemmed. Piercing and cutting can also be performed in stamping

presses. Progressive stamping is a combination of the above methods done with a set of dies in a row through which a strip of the material passes one step at a time.

Stamping lubricant

The tribology process generates friction which requires the use of a lubricant to protect the tool and die surface from scratching or galling. The lubricant also protects the sheet metal and finished part from the same surface abrasion as well as facilitate elastic material flow preventing rips, tears or wrinkles. There are a variety of lubricants available for this task. They include plant and mineral oil based, animal fat or lard based, graphite based, soap and acrylic based dry films. The newest technology in the industry is polymer based synthetic lubricants also known as oil-free lubricants or non-oil lubricants. The term "Water-Based" lubricant refers to the larger category that also includes more traditional oil and fat based compounds.

Simulation

Sheet metal forming simulation is a technology that calculates the process of sheet metal stamping, predicting common defects such as splits, wrinkles, springback and material thinning. Also known as forming simulation, the technology is a specific application of non-linear finite element analysis. The technology has many benefits in the manufacturing industry, especially the automotive industry, where lead time to market, cost and lean manufacturing are critical to the success of a company.

Recent research by the Aberdeen research company (October 2006) found that the most effective manufacturers spend more time simulating upfront and reap the rewards towards the end of their projects.

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Stamping simulation is used when a sheet metal part designer or toolmaker desires to assess the likelihood of successfully manufacturing a sheet metal part, without the expense of making a physical tool. Stamping simulation allows any sheet metal part forming process to be simulated in the virtual environment of a PC for a fraction of the expense of a physical tryout.

Results from a stamping simulation allow sheet metal part designers to assess alternative designs very quickly to optimize their part for low cost manufacture.

Microstamping

This section is about the industrial manufacturing process. For the ballistics stamping technology and associated laws, see Microstamping.

While the concept of stamping sheet metal components has traditionally focused on the macro level (e.g. vehicle, aircraft, and packaging applications), the continuing trend of miniaturization has driven research into micro- forms of stamping. From the early development of micropunching machines in the early to mid-2000s to the creation and testing of a microbending machine at Northwestern University in 2010s, microstamping tools continue to be researched as alternatives to machining and chemical etching. Examples of applications of sheet metal microstamping include electrical connectors, micromeshes, microswitches, microcups for electron guns, wristwatch components, handheld device components, and medical devices. However, key issues such as quality control, high-volume application, and the need for material research into mechanical properties must be addressed before full-scale implementation of the technology is realized.

Industry-specific applications

Metal stamping can be applied to a variety of materials based on their unique metalworking qualities for a number of applications across a wide range of industries. Metal Stamping may require the forming and processing of base common metals to rare alloys for their application specific advantages. Some industries require the electrical or thermal conductivity of beryllium copper in areas such as aerospace, electrical, and the defense industry or the high strength application of steel and its many alloys for the automotive industry. Industries Metal Stamping is used for:

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https://en.wikipedia.org/wiki/Microstamping


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Cost Drivers in Metal Forging, Casting, Machining Precision Engineering & StampingMaterial Cost or Direct Material Cost

The material cost is determined by the weight of material that is required and the unit price of that material. The weight of material is clearly a result of the part volume and material density; however, the part’s maximum wall thickness can also play a role. The weight of material that is required includes the material that fills the channel of the die. A part with thinner walls will require a larger system of channels to ensure that the entire part fills quickly and evenly, and therefore will increase the amount of required material. However, this additional material is typically less than amount of material saved from the reduction in part volume, a result of thinner walls. Therefore, despite the larger channels, using thinner walls will typically lower the material cost.

Production Cost

The production cost is primarily calculated from the hourly rate and the cycle time. The hourly rate is proportional to the size of the die casting machine being used, so it is important to understand how the part design

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affects machine selection. Die casting machines are typically referred to by the tonnage of the clamping force they provide. The required clamping force is determined by the projected area of the part and the pressure with which the molten metal is injected.

Therefore, a larger part will require a larger clamping force, and hence more expensive machine. Also, certain materials that require high injection pressure may require higher tonnage machine. The size of the part must also comply with other machine specifications, such as clamp stroke, platen size, and shot capacity. In addition to the size of the machine, the type of machine (hot chamber vs. cold chamber) will also affect the cost. The use of materials with melting temperatures such as aluminium will require cold machines which are typically more expensive.

The cycle time can be broken down into the injection time, coiling time, and resetting time. By reducing any of these times, the production cost will be lowered. The injection time can be decreased by reducing the maximum wall thickness of the part. Also, certain materials can be injected faster than others, but the injection times are so short that the cost saving are negligible. Substantial time can be saved by using a hot chamber machine because in cold chamber machines the molten metal must be ladled into the machine. This ladling time is dependent upon the shot weight. The cooling times also decreased for lower wall thickness, as the y required less time to cool all the way through. Several thermodynamic properties of the material also affect the cooling time. Lastly, the resetting time depends on the machine size and the part size. A larger part will require larger motions form the machine to open, close, and eject the part, and a larger from the machine to open, close, and eject the part, and a larger machine requires more time to perform these operations. Also, the use of any side-cores will slow this process.

Tooling Cost:

The tooling cost has two main components-the die set and the machining of the cavities. The cost of the die set is primarily controlled by the size of the part’s envelop. A larger part requires a larger, more expensive, die set. The cost of machining the cavities is affected by nearly every aspect of the part’s geometry. The primary cost driver is the size of the cavity that must be machines, measured by the projected area of the cavity (equal to the projected area of the part and projected holes) and its

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depth. Any other elements that will require additional machining time will add to the cost, including the feature count, parting surface side-cores, tolerance, and surface roughness.

The quantity of parts and material used will affect the tooling life and therefore impact the cost. Materials with high casting temperatures, such as copper will cause a short tooling life. Zinc, which can be cast at lower temperatures, allows for a much longer tooling life. This effect becomes more cost prohibitive with higher production quantities.

One final consideration is the number of side-action directions, which can indirectly affect the cost. The additional cost for side cores is determined by how many are used. However, the number of directions can restrict the number of cavities that can be including in the die. For example, the die for a part which requires 3 side core directions can only contain 2 cavities. There is no direct cost added, but it is possible that the use of more cavities could provide further savings.

Die Casting vs. Other ProcessesDie casting vs. plastic molding:

Die casting produces stronger parts with closer tolerances that have greater stability and durability. Die cast parts have greater resistance to temperature extremes and superior electrical properties.

Die casting vs. sand casting:

Die casting produces parts with thinner walls, closer dimensional limits and smoother surfaces. Production is faster and labor costs per casting are lower. Finishing costs are also less.

Die casting vs. permanent mold:

Die casting offers the same advantages versus permanent molding as it does compared with sand casting.

Die casting vs. forging:

Die casting produces more complex shapes with closer tolerances, thinner walls and lower finishing costs. Cast coring holes are not available with forging.

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Die casting vs. stamping:

Die casting produces complex shapes with variations possible in section thickness. One casting may replace several stampings, resulting in reduced assembly time.Die casting vs. screw machine products - Die casting produces shapes that are difficult or impossible from bar or tubular stock, while maintaining tolerances without tooling adjustments. Die casting requires fewer operations and reduces waste and scrap.

How Forgings compare to Castings

Forgings are stronger:

Casting cannot obtain the strengthening effects of hot and cold working. Forging surpasses casting in predictable strength properties - producing superior strength that is assured, part to part.

Forging refines defects from cast ingots or continuous cast bar.

A casting has neither grain flow nor directional strength and the process cannot prevent formation of certain metallurgical defects. Preworking forge stock produces a grain flow oriented in directions requiring maximum strength. Dendritic structures, alloy segregation's and like imperfections are refined in forging.

Forgings are more reliable, less costly:

Casting defects occur in a variety of forms. Because hot working refines grain pattern and imparts high strength, ductility and resistance properties, forged products are more reliable. And they are manufactured without the added costs for tighter process controls and inspection that are required for casting.

Forgings offer better response to heat treatment:

Castings require close control of melting and cooling processes because alloy segregation may occur. This results in non-uniform heat treatment response that can affect straightness of finished parts. Forgings respond more predictably to heat treatment and offer better dimensional stability.

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Forgings' flexible, cost-effective production adapts to demand:

Some castings, such as special performance castings, require expensive materials and process controls, and longer lead times. Open-die and ring rolling are examples of forging processes that adapt to various productions run lengths and enable shortened lead times.

Forgings offer production economies, material savings:

Welded fabrications are more costly in high volume production runs. In fact, fabricated parts are a traditional source of forging conversions as production volume increases. Initial tooling costs for forging can be absorbed by production volume and material savings and forging’s intrinsic production economics lower labor costs, scrap and rework reductions and reduced inspection costs.


Welded structures are not usually free of porosity. Any strength benefit gained from welding or fastening standard rolled products can be lost by poor welding or joining practice. The grain orientation achieved in forging makes stronger parts.

Forgings offer cost-effective designs/inspection:

A multiple-component welded assembly cannot match the cost-savings gained form a properly designed, one-piece forging. Such part consolidations can result in considerable cost savings. In addition, weldments require costly inspection procedures, especially for highly stressed components. Forgings do not.

Forgings offer more consistent, better metallurgical properties:

Selective heating and non-uniform cooling that occur in welding can yield such undesirable metallurgical properties as inconsistent grain structure. In use, a welded seam may act as a metallurgical notch that can lead to part failure. Forgings have no internal voids that cause unexpected failure under stress or impact.

Forgings offer simplified production: of 64


Welding and mechanical fastening require careful selection of joining materials, fastening types and sizes, and close monitoring of tightening practice both of which increase production costs. Forging simplifies production and ensures better quality and consistency part after part.

Forgings offer broader size range of desired material grades:

Sizes and shapes of products made from steel bar and plate are limited to the dimensions in which these materials are supplied. Often, forging may be the only metalworking process available with certain grades in desired sizes. Forgings can be economically produced in a wide range of sizes from parts whose largest dimension is less than 1 in. to parts weighing more than 450,000 lbs.

Forgings have grain oriented to shape for greater strength:

Machined bar and plate may be more susceptible to fatigue and stress corrosion because machining cuts material grain pattern. In most cases, forging yields a grain structure oriented to the part shape, resulting in optimum strength, ductility and resistance to impact and fatigue.

Forgings make better, more economical use of materials:

Flame cutting plate is a wasteful process one of several fabricating steps that consumes more material than needed to make such parts as rings or hubs. Even more is lost in subsequent machining.

Forgings yield lower scrap; greater, more cost- effective production:

Forgings, especially near-net shapes, make better use of material and generate little scrap. In high-volume production runs, forgings have the decisive cost advantage.

Forgings require fewer secondary operations:

As supplied, some grades of bar and plate require additional operations such as turning, grinding and polishing to remove surface irregularities and achieve desired finish, dimensional accuracy, machine-

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ability and strength. Often, forgings can be put into service without expensive secondary operations.


Low standard mechanical properties (e.g. tensile strength) are typical of P/M parts. The grain flow of a forging ensures strength at critical stress points.

Forgings offer higher integrity:

Costly part-density modification or infiltration is required to prevent P/M defects. Both processes add costs. The grain refinement of forged parts assures metal soundness and absence of defects.

Forgings require fewer secondary operations:

Special P/M shapes, threads and holes and precision tolerances may require extensive machining. Secondary forging operations can often be reduced to finish machining, hole drilling and other simple steps. The inherent soundness of forgings leads to consistent, excellent machined surface finishes.

Forgings offer greater design flexibility:

P/M shapes are limited to those that can be ejected in the pressing direction. Forging allows part designs that are not restricted to shapes in this direction.

Forgings use less costly materials:

The starting materials for high-quality P/M parts are usually water atomized, pre-alloyed and annealed powders that cost significantly more per pound than bar steels.

Forgings offer greater productivity:

New advanced-composite part designs may often require long lead times and substantial development costs. The high production rates possible in forging cannot yet be achieved in reinforced plastics and composites.

Forgings have established documentation:

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RP/C physical property data are scarce and data from material suppliers lack consistency. Even advanced aerospace forgings are established products with well-documented physical, mechanical and performance data.

Forgings offer broader service temperature range:

RP/C service temperatures are limited and effects of temperature are often complex. Forgings maintain performance over a wider temperature range.

Forgings offer more reliable service performance:

Deterioration and unpredictable service performance can result from damage to continuous, reinforcing RP/C fibers. Forging materials out-perform composites in almost all physical and mechanical property areas, especially in impact resistance and compression strength.

About Dawood Engineering (Pvt.) Ltd.

Company Profile: Dawood Engineering's management has a past experience of 35 years in various manufacturing setups and operations such as steel Stamping, Aluminum pressure die casting, forging, machining, Die designing & manufacturing and 2-wheeler

Japanese bike assembly via a joint venture with YAMAHA Motor Co. Japan. Dawood Engineering's management has also worked with 4-Wheeler Japanese OEMs and played a role in the localization and deletion of projects in Pakistan. In 2006, the management started a new phase in their journey by establishing Dawood Engineering (Pvt.) Ltd

In a short period, Dawood Engineering obtained an ISO 9001:2008 certification and implemented the SAP business software.

Dawood Engineering can offer their services for projects which involve development of parts and components, for deletion or cost down activities.

In order to acquire know how or technology, Dawood Engineering can enter into Joint Ventures or Technical Collaboration Agreements with OEMs or its related suppliers.

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Dawood Engineering’s Vision:

Dawood Engineering (Pvt.) Limited has a vision to be one of the leading manufacturer of precision engineering components with focus on consistent quality, cost & delivery.

Associate Companies of Dawood Engineering (Pvt.) Ltd.

SEINEN, the trading company serves customers through, Engineering Equipments, Engineering Accessories & Auxiliary Equipment, Spares & Tools, Machine Installation & Commissioning, Mechanical/Electronics repair and maintenance Retrofitting of CNC machines through its , qualified sales and service team.

The newly established company will facilitate the industry through processed steel sheets from coils on sale as well as toll basis. MID Coil Center will distribute steel sheets processed by following machines, Slitter Slits wider steel sheets in coil to narrower one, Leveler Cuts steel coil into steel sheet, Reshear Cuts larger steel sheet to smaller one.

The new, State of the Art manufacturing company, DE Automotive have specialty of:

GRAVITY CASTING HEAT TREATMENT PRECISION MACHINING PAINTING

Facility for manufacturing of Aluminium Alloy Wheel for Automotive Industry.

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http://www.seinen.pk/

http://www.midp.com.pk/

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Hannover Messe

The Hannover Messe (HM; English: Hanover Fair) is the world's biggest industrial fair. It is held on the Hanover fairground in Hanover, Germany. Typically, there are about 6,500 exhibitors and 250,000 visitors.

The Hannover Messe started in 1947 in an undamaged factory building in Laatzen, south of Hanover, by an arrangement of the British military government in order to boost the economic advancement of post-war Germany. The first fair was colloquially known as Fischbrötchenmesse (Fischbrötchen fair) due to the exemptions in food rationing for the fair at this time. It proved hugely successful and was hence repeated on a yearly basis, contributing largely to the success of the Hanover fairground in replacing the then-East German city of Leipzig as the new major fair city for West Germany.

In the 1980s, the growing information and telecommunication industry forced the organizer Deutsche Messe AG to split the fair. The CeBIT is a successful spin-off of the Hannover Messe.Nowadays, the Hanover Fair covers all areas of industrial technology.

Hannover Messe 2016International Industry Trade Fair 2016

25 - 29 April 2016 / Germany, HannoverHome > Hannover Messe 2016

Event TypeTrade Show, Fair and Exhibition

CategoriesIndustrial Automation, Energy, Mobile Technologies, Motion, Automation,

Surface Technologies

VenueMessegelande Hannover Germany

Event Description

HANNOVER MESSE 2016, International Industry Trade Fair 2016 is organized between 25 April, 2016 and 29 April, 2016.

The Trade Show, Fair and Exhibition is going to be hosted at the Deutsche Messe Hannover.

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http://eventegg.com/hannover-messe/

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https://en.wikipedia.org/wiki/CeBIT

https://en.wikipedia.org/wiki/Deutsche_Messe_AG

https://en.wikipedia.org/wiki/West_Germany

https://en.wikipedia.org/wiki/Leipzig

https://en.wikipedia.org/wiki/East_German

https://en.wikipedia.org/wiki/Food_rationing

https://en.wikipedia.org/wiki/Fischbr%C3%B6tchen

https://en.wikipedia.org/wiki/Control_Commission_for_Germany_-_British_Element

https://en.wikipedia.org/wiki/Control_Commission_for_Germany_-_British_Element

https://en.wikipedia.org/wiki/Laatzen

https://en.wikipedia.org/wiki/Hanover

https://en.wikipedia.org/wiki/Hanover_fairground


HANNOVER MESSE 2016 is definitely the stand where plenty of key matters tend to be reviewed. Many of these will be Industrial Automation, Energy, Mobile Technologies, Motion, Automation and Surface Technologies.

This Trade Show, Fair and Exhibition is estimated to be attended by nearly 200,000 attendees.

International Industry Trade Fair 2016 is organized annually.

Organizer

Deutsche Messe

Exhibitor Profile

The exhibitors of International Industry Trade Fair 2016 would include vendors and decision makers through the Industrial Automation, Energy, Mobile Technologies, Motion, Automation and Surface Technologies businesses. Such as:

Industrial Automation Integrated Processes and IT Solutions Renewable and Conventional Power Generation, Power Supply,

Transmission, Distribution and Storage - and new - Environmental Technologies and Resource Efficiency

Hybrid and Electric Power train Technologies, Mobile Energy Storage and Alternative Mobility Solutions

Wind Generation Technology, Components and Services Industrial Subcontracting and Lightweight Construction Compressed Air and Vacuum Technology Surface Technology R&D and Technology Power Transmission and Control

Exhibitor Number

5000

Internship Activities:During the whole internship tenure the concentration was over the

upcoming event of the Hannover MESSE trade show. It is the first time that the Dawood Engineering (Pvt.) Ltd. will be going to be a part of this world’s

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largest trade show, where the industry giants will also be showcasing their state of the art products with latest technologies.

For DEPL it is not only the trade exhibition where they participating to gain business from the rest of the world but also to get acquaint with the latest technologies and development has been taken place in the field of metal related industry.

The prime task which I have been performed throughout my internship training was to communicate the tentative customers those who has been going to participate in the trade exhibition and provide them adequate knowledge about the Dawood Engineering (Pvt.) Ltd. and develop a smooth communication path with them.

The task was to identify these potential or tentative customers from the exhibitor’s list given at the web portal of the Hannover MESSE and communicate them through the email messages and introduce the DEPL as one of the most reliable manufacturer and supplier of industrial goods.

To achieve this objective the following categories have been described to address most appropriate target market them according to the requirement:

1) Product Category:

Under this category the focus was on the Industrial Supply sector.

2) Target Sector:

Under this category the focus was on the Manufacturing Industries.

3) Origin Wise:

Under this category the focus was on the North America, Europe and European Union Countries.

4) Country Wise:

Under this category the focus was on to the countries where the metal related industries were existing and

the auto manufacturing industries was operating.

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Observations:During my internship tenure I have observed following points which I

deem necessary to include in this internship report.

Dawood Engineering (Pvt.) Ltd. has shown remarkable performance during last decade and expanded itself very well. This vertical expansion in his inherent area of working allowed them to become a part of this largest industrial trade show and introduce themselves as one of the rapid emerging manufacturer of metal related products.

It is well understood that the organization has enough technical capability and competency to become a part of the global competitive market in the area of forging, metal precision and die casting. But one thing we must kept in our mind that the marketing is not a one day job or do not specific to an event, it is continuous process and requires complete concentration of the top management.

To achieve better results DEPL must has to develop specific marketing strategies in order to completely capture its market share according its capability. It has been observed that the local market also has a lot of potential. So the DEPL has to develop its separate marketing strategy besides its export market strategy to completely absorb the available marketing opportunities in the local market (including the sub continent).

It has been observed that the DEPL is ISO certifies company and abiding the quality policy as per international standards and capable enough to meet the European quality standards required by the European Customers and as well as those who has been producing goods for them anywhere else in the world. To maintain these quality standards the DEPL must ensure that the periodically internal audit will be carried out and it will not help them to improve their product quality but will also help them get satisfied the European customers.

Suggestions:

On the basis of the above observations the following suggestions has been necessary to describe in this report:

In most of the sole proprietor organizations and somehow the corporate organizations the marketing related activities has been directly seen by the Owner or Chief Executive Officer itself. All the key decisions pertaining to the Price and products made by themselves. But they also accompanied by a good marketing team, which help

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them to maximize their market share and increase their profit through up to date marketing strategies. DEPL must have to establish a marketing department to achieve more effective better results of its marketing related activities. A comprehensive marketing department will also be capable enough to oversee marketing related activities of their all associate companies.

To expand the market share to achieve more effective and rapid growth DEPL can form alliances with abroad organizations which not help them to expand their current facilities for the future requirement but will also help them to attract foreign customers.

To achieve the desired objectives Dawood Engineering (Pvt.) Ltd. must set their goals and objectives in term quantity. Either it can be number of the products to be sold or it can be quantified in sales figures.

Presently DEPL is concentrating on the business customers for their products and they are entering into the global market to export the customize products to the customers according to their requirements. DEPL can also capitalize the market through entering in to the consumer market by introducing their own products under their own brand name or under the license of any other brand or brands. This can be possible through the following:

o They can develop auto spare parts, which is highly replaceable, under their own brand name for different two wheelers and four wheelers vehicles.

o As DEPL’s associate company is trading within the different industrial machineries and also dealing in their parts where ever required by the customers. They can produce these parts at their own under the license of the manufacturers for the local as well as the foreign customers or they can produce these parts under their own brand name.

A very well equipped research and development department, accompanies with the up-to-date lab facility, must be develop by the DEPL, which will not only help them to improve their product quality but will also help them to accommodate their export oriented customers.

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