A PROJECT REPORT ON

ASSESSESMENT OF MARKET POTENTIAL

IN

HVAC SEGMENT OF BLACK STEEL PIPE

SUBMETTED TO: MR.TVS.SHENOY

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PREPARED BY RAHMATULLAH KHAN NIRVIK MUKHERJEE SRIDEB SAHA

CERTIFICATION

ACKNOWLEDGEMENT

We are thankful to the esteemed company TATA STEEL for giving us the wonderful opportunity to undergo an invaluable training program and complete the Summer Project in Kolkata. This training program proved to be an invaluable and extremely useful experience which both enhanced and increased our knowledge of Marketing Management. This was made even more meaningful because we trained under and were guided by some of the most knowledgeable and experienced persons in this significant field.

We therefore extend our gratitude to Mr. TVS. SHENOY for giving us the chance to train and work under his watchful eye. We would also like to thank Mr. SHIDDARTH MISHRA (RSM), Mr. SAYAN(TUBE DIVISION MANAGER) and Mr. JOYDEEP MAJUMDER(SM),Mr. UDIPTA SANYAL for giving us the opportunity to work under his supervision. It would not have been easy for us to complete the project without his whole-hearted cooperation and support. We are also thankful to all the companies who helped us to complete our survey. We extend our gratitude to all the members of the Marketing Department who have been very kind and welcoming. We will never forget how they extended their support to us whenever we needed it.

TABLE OF CONTENT

EXECUTIVE SUMMARY
The project aim at understanding the marketing strategy use by Tata steel and their competitor and its impact on the perception of their customer and also find out problem which are facing by Tata steel for increase the market share and growth. And the opportunities for Tata steel in the market to increase the market share and growth. And the expectation of market from Tata steel. Research has demonstrated conclusively that it is far more costly to win a new customer than it is to maintain an existing one. And there is no better way to retain a customer than to exceed his expectation. For this purpose it is essential to know the level of customer satisfaction. The focus of my research was the measurement the customer satisfaction and problem for decrease in the
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sales of their product. Our job was not only to represent the corporate sale department but also resolved major complaints getting from client as a feedback through internal counseling. And there can be better opportunities to interact with internal as well as external customer of an organization. Finally the result of research verify the fact that that keeping the customer satisfied is the best strategy and the existing customer and also expand the business with new horizons.

ABSTRACT
The Founder Jamsetji Nusserwanji Tata (1839-1904) Born on 3rd March, 1839 into a family descended from Parsi priests in Navsari, The story of the Tata Group of business unfolds with the birth of its founder Jamshedji Tata in the small town of Navasari in Gujarat in 1839. He breathed
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his last in 1904 in Germany. His parents were Nuseerwanji and Jeevanbai Tata. Nusserwanji was the first businessman in a family of Parsi Zorastrian priests. Destiny called him to Bombay where he started trading. Jamshedji joined him at the tender age of fourteen. He took admission in Elphinstone College and while still a student he married Hirabai Daboo. Jamshedji graduated in 1858 and joined his father trading firm. Those were turbulent times. The British had just managed to ruthlessly crush the 1857 Revolt. Since the age of twenty-nine Jamshedji continued to work in his father firm. In 1868 he started a trading company on his own with a capital of Rs.21, 000/- His first step was to acquire a bankrupt oil mill and convert it into a cotton mill which he renamed Alexander Mill. Two years later he sold it with a good margin of profit. With this he set up a cotton mill in Nagpur in 1874.

Jamshedji was a unique personality. He did not just think of innovative ways of manufacturing textiles but he devised new labor practices that would satisfy the workers. In this way he was far ahead of his times. It was not just his own personal success but also of those who worked for him and his group. Jamshedji was in close contact with revolutionary thinkers and nationalists like Dadabhai Naoroji and Pherozeshah Mehta and strongly influenced by them. He came to the conclusion that
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economic self-sufficiency should go hand in hand with political independence. The former should be the base of the latter. Jamshedji had three key ideas in mind. He wanted to set up an iron and steel company, world class learning institution and a hydroelectric plant. Unfortunately during his lifetime none bore fruit but he had planted the seed, which later took roots and spread its branches under the care of his successors. The only achievement that he lived to see was The Taj Mahal Hotel. It was completed in December 1903 for a princely amount of Rs.4, 21, 00,000/-In this too he was inspired by nationalist thinking. In those days the locals, that is Indians, were not allowed into the best European Hotels. Taj Mahal Hotel was a befitting reply to this discrimination. Ratan Tata (1937) He is the present chairman of TATA STEEL. With his efficient leadership TATA is soaring new heights. Tata Steel is India's largest integrated private sector steel company. Established in 1907, its steel plant at Jamshedpur produces four million tonnes of hot and cold rolled flat and long products. The company has backward integrated with owned iron ore mines and collieries. With its competitive advantage in raw materials, efficient operations and the benefits of a recently-completed $2.3 billion
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programme of modernization, Tata Steel is among the lowest cost steel producers in the world.

Mission Statement: Consistent with the vision and the vision of the founder Jamshedji Tata, Tata Steel strives to strengthen Indias industrial base through the utilization of men material. The means envisaged to achieve this are high technology and productivity, consistent with modern management. Tata Steel recognizes that, while honesty and integrity is essential ingredient of a strong and stable enterprise, provides the main spark for economic activity. Overall, the company seeks to scale heights of excellence in all that it does in an atmosphere free from fear and one which encourages innovativeness and creativity.

COMPANY PROFILE

Tata Steel formerly known as TISCO (Tata Iron and Steel Company Limited), it is part of Tata Group of companies it was established in 1907. . It is based in Jamshedpur, Jharkhand, India It is the world's seventh largest steel company with an annual crude steel capacity of 31 million tonnes. It is now one of the world's most geographically-diversified steel producers, with operations in 26 countries and a commercial presence in over 50 countries Tata Steel is Asia's first
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and India's largest integrated private sector steel company. It is the largest private sector steel company in India in terms of domestic production. Currently ranked 315th Fortune Global 500. Tata Steel is also India's second-largest and most profitable company in private sector. Tata Steel is the 8th most valuable brand according to an annual survey conducted by Brand Finance and The Economic Times in 2010 The 4 million tonne Jamshedpur plant, which produces both flat and long products, is undergoing a million tonne capacity expansion to be completed by September 2005. The company intends to raise its capacity to 15 million tonnes per annum by 2010 through organic growth and acquisitions. The Jamshedpur capacity will produce 7.4 million tonnes and the balance capacity will be put up or acquired elsewhere in India and overseas..

Tata Steel has set an ambitious target to achieve a capacity of 100 million tonnes by 2015. Managing Director B. Muthuraman stated that of the 100 million tonnes, Tata Steel is planning a 50-50 balance between Greenfield facilities and acquisitions Overseas acquisitions have already added up to 21.4 million tonne, which includes Corus production at 18.2 million tonne, Natsteel production at two million tonne and Millennium Steel production at 1.2 million tonne. Tata is looking to add another 29 million tonnes through the acquisition route. Tata Steel has lined up a series of Greenfield projects in India and outside which includes
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1. 2. 3. 4. 5. 6. 7.

6 million tonnes plant in Orissa (India) 12 million tonnes in Jharkhand (India) 5 million tonnes in Chhattisgarh (India) 3-million tonnes plant in Iran 2.4-million tonnes plant in Bangladesh 5 million tonnes capacity expansion at Jamshedpur (India) 4.5 million tonnes plant in Vietnam (feasibility studies underway)

Products

Tata Steel's products include hot and cold rolled coils and sheets, galvanized sheets, tubes, wire rods, construction re-bars, rings and bearings. In an attempt to 'discommodities' steel, the company has introduced brands like Tata Steelium (the worlds first branded Cold Rolled Steel), Tata Shaktee (Galvanized Corrugated Sheets), Tata
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Tiscon (re-bars), Tata Pipes, Tata Bearings, Tata Agrico (hand tools an implements) and Tata Wiron (galvanized wire products). The Construction Solution Group explores new avenues for steel utilization by techniques that are economical, use less natural resources and energy. Tata Steel has also developed "galv annealed" cold rolled steel with technical assistance from Nippon steel & Arcelor for high-end auto applications.
PRODUCTS ARE MANUFACTURING IN TATA STEEL
1) FLAT PRODUCT HR LPG / Tubes / Cold Rolling / pipes CR Auto/ Appliances / Panels / Furniture Galvanized Roofing / Auto / Appliances Strategic Business Units 2) LONG PRODUCT SBQ Auto HC / WR Auto / Construction / Railways / Power LC / WR Electrode / General Engineering MSWR Construction / General Engineering

Apart from the main steel division, Tata Steel's operations are grouped under the fallowing strategic business units. earings Divisions: Manufactures ball bearings, double row selfB aligning bearings, clutch release bearings and tapped roller bearing for two wheelers, fans, water pumps, etc.
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Ferro Alloys and Minerals Division: Operates chrome mines and has unit for making Ferro chrome and Ferro manganese. It is one of the largest players in the global Ferro chrome market. Rings and Agrico Division: The ring plants manufactures forged and rolled rings for bearings and automotive components .Tata Agrico is the first organized manufacturer in India of hand tools and implements for application in agriculture. Tata Growth Shop (TGS): Has designed, developed, manufacture, erected and commissioned thousands of tones of equipments ranging from overhead cranes to high precision components, including a rocket launch pad for the Indian Space and Research Organization. Tubes Division: The biggest steel tube manufacturer with the largest market share in the country, it aspires to strengthen its market presence by expanding and modernizing its commercial and precision tube manufacturing capacity. Wire Division: A pioneer in the manufacture of steel wires in India, it produces coated and uncoated wires, branded as Tata Wiron. The division also operates a wholly owned subsidiary in Sri Lanka.

LANDMARKS OF TATA STEEL

1882 At the age of 43 Jamshetji Nusserwanji Tata read a report by a
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German Geologist, Ritter Von Schwartz on the availability of iron ore in Chanda District in the Central Provinces, which gave him the idea of giving India a steel plant. 14 November 1900 Jamshetji was in England seeing the Secretary of State for India, Lord George Hamilton. He decided to build a steel plant in India. 24 February 1904 P N Bose, an Indian Geologist who discovered the Gorumahisani hills with its input storehouse of iron ore, informed J N Tata about his findings. 1907 CM Weld and Srinivasa Roa discovered the village of Sakchi at the confluence of two rivers; Subernarekha and Kharkai and the Railway Station of Sakchi. 26 August 1907 Tata Iron and Steel Company was floated. 16 February 1912 First Steel was made. 31 October 1912 The Bar Mills commenced rolling. 2 January 1919 Visit of Lord Chelmsford to rename Sakchi as Jamshedpur and Kalimati Railway Station as Tatanagar Railway Station. 5 March 1920 Jamshedpur Labour Association formed. The principle of Joint Consultation introduced for the first time in India. 8 August 1925 Mahatma Gandhi, Chittaranjan Das and CF Andrews visited Jamshedpur to discuss labour problem with RD Tata. 3 Facts about Tata Steel, 2003 14 September 1937 Research and Control Laboratory opened.
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26 July 1938 JRD Tata succeeded Sir N B Saklatvala as the Chairman of the Company. 20 December 1955 Agreement signed with Kaiser Engineers for two million tones expansion programme. 1 April 1973 Amalgamation with West Bokaro Limited for coal mines operation. 19 April 1993 Mr. Ratan Tata took over as the Chairman. 16 September 1997 Received Prime Ministers Trophy for the best integrated steel plant for the year 1995-96. 24 April 2000 Inauguration of the Cold Rolling Mill Complex. 27 September 2002 Won the Golden Peacock Award for Corporate Social Responsibility & Excellence in Corporate Governance. 3 December 2003 Placed second in Leadership Development among companies in Asia Pacific in a study conducted by Hewitt Associates. 31 march 2004 - The company produces hot & cold rolled products and long products at its facility in Jamshedpur (state of Jharkhand), and Mumbai (state of Maharashtra), India Mar 31, 2008 - Tata Steel is also India's second-largest and secondmost profitable company in private sector with consolidated revenues of Rs 1,32110 crore and net profit of over Rs 12350 crore during the year ended March 31, 2008

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11 February 2009 - In 1868, Jamsetji started a small trading firm to set rolling the Tata Group. In 1907, he established the Tata Iron and Steel Company, now Tata Steel, in Jamshedpur as India's first iron and steel plant 7 April 2011 - India is the primary producers' market in the ferrous industry, which is oligopolistic and dominated by two large integrated producers the Steel Authority of India Limited (SAIL) in the public sector and Tata Iron and Steel Company (TISCO) in the private sector

TATA STEEL VALUES

The Tata Group has always been driven by five core values: Integrity. We must conduct our business fairly, with honesty and transparency. Everything we do must stand the test of public scrutiny. Understanding. We must be caring, show respect, compassion and humanity for our colleagues and customers around the world, and always work for the benefit of the communities we serve. Excellence. We must constantly strive to achieve the highest possible standards in our day-to-day work and in the quality of the goods and services we provide. Unity. We must work cohesively with our colleagues across the group and with our customers and partners around the world, building strong relationships based on tolerance, understanding and mutual cooperation.

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 Responsibility. We must be responsible and responsive to the countries, communities and environments in which we work, always ensuring that what comes from the people goes back to the people many times over.

TATA STEEL POLICIES

AFFIRMATIVE ACTION POLICY

Tata Steel recognizes that diversity in the workplace positively impacts business. The company will ensure employment opportunities and provide training to develop the socially disadvantaged.

Tata Steel will volunteer its training resources to the extent possible to improve employability of disadvantaged sections of society. The company will encourages business entrepreneurs from socially disadvantages communities through monitoring and inclusion in supply chain on the basis of equal merit. Tata Steel will assist in upward mobility of talented youth from marginalized communities by increasing their access to quality higher education. Tata Steel will report Affirmative Action initiatives in its annual sustainability report.

ALCOHOL AND DRUGS POLICY

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Tata Steel believes that the loyalty and commitment of its employees depend upon the quality of life they are offered at work and at home. We recognize that indiscriminate use of alcohol and drugs is injurious to the well being of individuals, their families and the community as a whole. We acknowledge that the misuse of this psychoactive substance is a major health and safety hazard. Tata Steel is therefore committed to creating an alcohol drug-free environment at the work place. This would be achieved through the involvement of all employees and the Joint Department Councils in spearheading appropriate initiatives. The initiatives would include: Raising awareness, through the dissemination of information education, education and training and by promoting healthy life styles among our employees and their families. Motivating those employees who have an alcohol / drug problem, to seek assistance, while maintaining confidentiality about such cases. Tata Steel is committed to contribute to the global effort towards halting and reversing the course of HIV/AIDS. The Company would take measures to actively disseminate information & education regarding HIV/AIDS within our workplace
HIV/AIDS POLICY

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and surrounding communities, with the objective to reduce its transmission. The company would ensure a safe working environment, confidentially and non discrimination of affected employees, if any. The company would provide appropriate medical management for all affected employees and their families

Tata Steel believes that the primary purpose of a business is to improve the quality of life of people Tata Steel shall volunteer its resources, to the extent it can reasonably afford, to sustain and improve healthy and prosperous environment and to improve the quality of life of the employees and the communities it serves. Tata Steel shall conduct its business ever mindful of its social accountability, respecting applicable laws and with regard for human dignity. Tata Steel shall positively impact and influence its partners in fostering a sense of social commitment for their stakeholders.
QUALITY POLICY

CORPORATE SOCIAL RESPOSIBILITYAND ACCONTIBILITY POLICY

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Consistent with the group purpose, Tata Steel constantly strives to improve the quality of life of the communities it serves through excellence in all facets of its activities. We are committed to create value for all our customers and key stakeholders by continually standardizing, improving and innovating our offerings, systems and processes involving all our employees. This policy shall form the basis of establishing and reviewing the Business Objectives and Strategies and shall be communicated across the organization. The policy will be reviewed to align with business direction and to comply with all the requirements of TQM Principles.

HUMAN RESOURCE POLICY

Tata Steel is an equal opportunity employer. Tata Steel recognizes that its people are the primary source of its competitiveness. It will pursue management practices designed to enrich the quality of life of its employees, develop their potential and maximize their productivity. It will aim at ensuring transparency, fairness and equality in all its dealings with its employees. Tata Steel shall strive continuously to foster a climate of openness, mutual trust and teamwork.

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In the process Tata Steel shall strive to be the employer of choice by attracting the best available talent and ensuring a cosmopolitan workforce
SAFETY PRINCIPLES AND OCCUPATIONAL HEALTH POLICY Tata Steels safety and occupational responsibilities are driven by our commitment to ensure zero harm to people we work with and society at large and are integral to the way we do business.

Safety Principles Safety is a line management responsibility. All injuries can be prevented. Felt concern and care for the employee on 24 hours safety shall be demonstrated by Leaders. Employees shall be trained to work safely. Working safely shall be condition of employment. Every job shall be assessed for the risk involved and shall be carried out as per authorized procedures/checklist/necessary work permit and using necessary work permit and using necessary personal protective equipment.
We are committed to continual improvement in our S&OH performance.

We shall set objective-targets, develop, implement and maintain management standards and systems, and go beyond compliance of the relevant industry standards, legal and other requirements. ENVIRONMENTAL POLICY

Tata Steels environmental responsibilities are driven by our commitment to preserve the environment and are integral to the way we do business.

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1. We are committed to deal proactively with Climate Change issue by efficient use of natural resources & energy; reducing and preventing pollution; promoting waste avoidance and recycling measures; and product stewardship. We shall identify, assess and mange our environmental impact. We shall regularly monitor, review and report publicly our environmental performance. Well shall develop & rehabilitate abandoned sites through afforestation and landscaping and shall protect and preserve the biodiversity in the areas of our operations. We shall enhance awareness, skill and competence of our employees and contractors so as to enable them to demonstrate their involvement, responsibility and accountability for sound environmental performance. 2. We are committed to continual improvement in our environmental performance. We shall set objectives, targets, develop, implement and maintain management standards and system, and go beyond compliance of the relevant industry standards legal and other requirements. 3. We will truly succeed when we sustain our environmental achievement and are valued by the communities in which we work.

RESEARCH POLICY
Tata Steel believes that research provides the foundation for sustained, long-term, stakeholder delight. Tata Steel shall nurture and encourage innovative research in a creative ambience to ensure that the competitive advantages in its overall business is retained and surpassed. Towards this goal, the Company commits itself to providing all necessary resources and facilities for use by motivated researchers of the highest calibre. Research in Tata Steel shall be aligned to the technological initiatives necessary to evolve and fulfill the overall business objectives of the Company.
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TATA STEEL VISION AND MISSION STATEMENT Vision We aspire to be the global steel industry benchmark for Value Creation and Corporate Citizenship Our people, by fostering team work, nurturing talent, enhancing leadership capability and acting with pace, pride and passion. Our offer, by becoming the supplier of choice, delivering premium products and services, and creating value for our customers. Our innovative approach, by developing leading edge solutions in technology, processes and products. Our conduct, by providing a safe working place, respecting the environment, caring for our communities and demonstrating high ethical standards. Mission statement Achieve sustainable, profitable growth in steel and related businesses. Create differential value for our customers through innovative offerings. Continuous improvement of business processes and technologies.
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 Foster partnership with key stake holders.

Enhance employees' competencies to create a high performing and innovative organization. Be a responsible corporate citizen and enhance the quality of life of employees and key community.

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Tata Steels Key Strategic Challenges Tata Steels strategic challenges include1. Raising production 2. Ensuring availability of raw material at lowest cost 3. Finding ways to grow in key strategic locations 4. Unlocking maximum value out of its value chain 5. Containing costs 6. Positioning itself as a solution provider in the global steel arena.

TATA STEEL STRATEGIC GOALS Create a culture of continuous learning and change. Achieve world class status in services and products Reach the position of the most cost competitive steel producer. Establish industry leadership.
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SWOT ANALYSIS OF COMPANY

STRENGTHS
Brand image is very high than other existing brand in the market Quality of Tata steel is much better than other brand High quality of technology use Tata steel is a big manufacturer which produce different varieties of product like GI pipe, MS BLACK pipe, Hot roll coils etc Tata steel exist in the market more than 100 years and a powerful brand Tata Steels Indian operations are self-sufficient in the case of its major raw material iron ore through its captive mines. Very advanced Research and Development wing which is carrying out researches and experiments in the areas of raw materials, blast furnace productivity, steel making, product development, process improvement etc. . Tata had a strong retail and distribution network in India and SE Asia. Tata was a major supplier to the Indian auto industry and the demand for value added steel products was growing in this market.

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 . The Company is on its way to reach a crude steel capacity of 10 million tonnes per annum by FY 2011. The first phase of reaching the crude steel capacity of 6.8 million tonnes per annum, Brown field projects, is nearing completion . Tata Steel has been on a path of accelerated growth with foray into several geographies and markets through aggressive mergers and acquisitions.

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Tata Steel addresses the risk of cyclicality of the Steel industry by maintaining rich product mix and higher value added products whose volatility is lower. Moreover, the industry itself has been undergoing some structural changes with Consolidations. These changes are expected to bring in greater stability to prices. . Corus acquisition brings Tata Steel 19 million tonne of capacity at once and at a cost, which is roughly little more than half the cost of the Greenfield site. . It gives the steel major access to very matured and developed markets in Europe where it can go downstream much more than in a developing country like India and even to some extent China. . Tata Steel with its modernization plans has ensured that it deploys the best technologies to ensure quality, costefficiency and environment-friendly processes.

WEAKNESS
Raw materials for steel production are rapidly depleting and are non renewable, company has to come up with sustainable methods in steel production. Steel production in India is also hampered by power shortages. Insufficient freight capacity and transport infrastructure impediments too hamper the growth of Indian steel industry. . Low Labour Productivity . High Cost of Basic Inputs and Services

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OPPORTUNITIES
It is estimated that world steel consumption will double in next 25 years. Quality improvement of Indian steel combined with its low cost advantages will definitely help in substantial gain in export market. Booming infrastructure has opened up high demand for steel worldwide Excellent potential exist for enhancing steel consumption in other sectors such as automobiles, packaging, engineering industries, irrigation and water supply in India. New steel products developed to improve performance simplify manufacturing/installation and reliability is needed to enhance steel consumption in these sectors Corus acquisition brings in a tremendous technological advantage by access to best practices in global steel industry.

THREATS
In the developed world, industries have been facing rising environmental costs due to the increased concerns on Global Warming. It is, therefore, a challenge and responsibility for the Steel industry to be the trustee in conservation of nature for future generations 2. It is recognised that the steel and aluminium industries are significant contributors to man-made greenhouse gas emissions as the manufacture of steel produces carbon dioxide (CO2), and the manufacture of primary aluminium generates both CO2 and perfluorocarbons (PFCs). 3. High raw material input cost and scarcity of non renewable raw materials are a threat to the industry.( eg: Coal, limestone etc)
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4. Threat of Substitutes

MANUFACTURING PROCESS

StripH.R. Coil Unreeler Packing & Bundling Run-OutTrough Inducting Welder Stamping CutPinch Sizing Cooling HighLeveller Forming Mill Shear Conveyor MIG Off Frequency Welder Roller

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Coil Accumulator

A Line Diagram Depicting The Flow Of Material In The HFIW Mill

Commercial tubes are manufactured by the high frequency induction weldingprocess which commonly known as the HFIW process. Until 1993 these tubeswere manufactured entirely in the old 3-inch ERW mill which can produce tubeswith outside diameter 90d) ranging from 15.88 to 76.20mm. in august 1993 anew 2-inch precision mill facility was procured, with the commissioning of which, Commercial tubes of OD as low as 15.88mm and with a lower thicknessof 0.99mm became commercially available. The current manufacturing rangeextends from 12.7mm to 76.2mm OD. The thickness range is from 0.6mmto4.06mm. The process entails forming of hot rolled steel strip into tubular shape andwelding the edges under pressure, using induction heating. Since forming takesplace at ambient temperature using cold rolled strip, a very close control ondimensions and surface finish of the tubes is possible. Pre-treated hot rolledstrip, subsequently cold rolled to close tolerances, is the feed-stock for themanufacture of tubes.

In the 3-inch HFIW mill, the hot rolled strips are leveled and the end cutssquare to enable end to end welding of coils to form endless lengths of strips for maintaining the continuity of the mill. The strip
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edges are then trimmed toensure cleanest possible surface for welding. The mill proper consists of seriesof forming rolls which bend the strip progressively into tubular form by centreforming with abutting edges. The process of tube making in the 3 inch Commercial tube mill, through quitesimilar to that of the old mill, incorporates the latest technology. The superior edge forming technique employed here has made it possible o roll tubes withthickness/diameter ratio ranging from 1.6to10%.it has a state-of-the-artautomatic weld-temperature controller, which ensures complete consistency inthe weld quality irrespective of any minor variations in the mill speed, stripthickness etc. its automatic high speed cut-off machine is designed to cut tubes at speeds of 100 meters/minute. COLD DRAWING The cold-draw plant is an important complement to the tubes,if required in non-standard sizes for specific end uses with close dimensionaltolerances and superior physical/mechanical properties, and produced by colddrawing the pre-treated tube through a die over a plug to maintain both theoutside and the inside dimensions of thetube to very close tolerances. A wide assortment of sizes within the generalrange is possible by means of cold drawing. PACKAGING The tubes are packed lose as well as in bundles and as required. The tubes arecovered with polythene bags and polythene-lined Hessian bags. The followingmodes of packing are generally used. Loose ends bagged with Hessian/polythene Bundles, ends bagged with Hessian/polythene
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 Bundles wrapped with wax paper and Hessian/polythene Special finishes or modes of the packing, in so required, are undertaken after mutual discussion.

CSR OFTATA STEEL AWARENESS ON AIDS CAMPAIGN With the purpose of inculcating a sense of responsibility among people & youth of Kolkata, Tata Pipes, a flagship brand of Tubes SBU, Tata Steel Ltd. has initiated Awareness on Aids campaign on 1st. December 2010, World Aids Day, in association with Oye ! 104.8 FM of TV Today Network Ltd. This 2 day campaign after the flag off at Tata Centre by Mr. Kulvin Suri, CMS-Tubes is scheduled to cover a host of prominent colleges and locations all across Kolkata - St.Xaviers College, Presidency College, Bethune College, Calcutta University, Jadavpur University, Kolkata Airport, City Centre, Forum are to name a few. The team with all RJs and MCs would be interacting with the youth and the people all across, distributing Tee Shirts and spreading awareness on HIV and AIDS. The event is also being covered live by Aajtak and Tez channels and Oye ! 104.8 FM.

INDIAN SOCIETY FOR SPONSORSHIP AND ADOPTION

Consistent with Tata philosophy and as an effort to bring about improvement among the under privileged and deprived sections of our society, Tubes SBU through its Corporate Social Responsibility initiatives have sponsored clothes,

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books and stationeries for children of Indian Society For Sponsorship & Adoption, Kolkata on 19th. Nov 2010. Mr. Kulvin Suri, CMS-Tubes, Ms. Piyali Das, Mr. Arvind Gajpal and Mr. Pradeep Bannerjee were present at the occasion on behalf of the SBU WORLD WATER DAY 22ND MARCH 2008 : Public awareness campaign to conserve fresh water 2009 : Communication in Parivaar newsletter appealing to our Channel Partners to save wate

WROLD ENVIRONMANT DAY 5TH MARCH 2008 : Public awareness campaign through print&radio on Rain Water Harvesting 2009 : Sponsorship of anti-pollution drive by school children in partnership with Anti Pollution Society of India CSR INITIATIVES OF TATA CHANNEL PARTENERS Fire Safety Awareness Save Tiger Campaign Annual sports Event at Smt. Kamla Mehta Blind School

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Mahipatram Rupram Ashram - aide to women & orphaned children Diabetes Awareness & Check-up Camp Joy Of Giving Week Celebration Books Distribution

ORGANISATIONAL STRUCTURE OF TATA STEEL The entire structure of the organization of Tata Steel can be broadly divided into 3 levels, each level having separate roles and responsibilities. These 3 levels are upper management, senior management and the middle management. Each of these lower levels is responsible to perform its functions and thereby report to the next higher level in the organization on a periodic basis. Overall, we can say that the company has a flat structure, beginning from the top management to the lowest level of management. The Upper Management of the company has designation like the Managing Director of the entire company and the Group Executive officer. The Senior Management has the various Vice Presidents of the different departments which come directly under the Managing Director. Under the Vice Presidents we have the Chiefs of the various functions who coordinate the activities of its function along with the other departments. There can be more than one chief in a department depending upon the number of line of the products. This is seen in the Long Products Departments. The Chiefs are also accompanied by the Heads in some of the departments. Under these Chiefs and Heads, we have the various Sectional Heads who are the Unit Leaders, the Managers or the Officers. This structure is prevalent in the entire organization on a national scale.

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OVERVIEW OF GLOBAL STEEL PRODUCTION

Over the course of the 20th century, production of crude steel has risen at an astounding rate, now fast approaching a production level of 800 million tons per year. Today, it is difficult to imagine a world without steel.
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During the 20th century, the consumption of steel increased at an average annual rate of 3.3%. In 1900, the USA was producing 37% of the worlds steel. With post war industrial development in Asia that region now (at the turn of the 20th century) accounts for almost 40%, with Europe (including the former Soviet Union) producing 36% and North America 14.5%. Steel consumption increases when economies are growing, as governments invest in infrastructure and transport, and build new factories and houses

This is a list of countries by steel production from 2007 to 2010:

RANK

COUNTRY

2007

2008

2009

2010

CHINA

494.9 39

500.3

573.6

626.7

2 3 4 5 6 7 8 9 10

European Union Japan United States Russia India South Korea Germany Ukraine Brazil

209.7 120.2 98.1 72.4 53.5 51.5 48.6 42.8 33.8

198.0 118.7 91.4 68.5 57.8 53.6 45.8 37.3 33.7

139.1 87.5 58.2 60.0 62.8 48.6 32.7 29.9 26.5

172.9 109.6 80.6 67.0 66.8 58.5 43.8 33.6 32.8

World crude steel output increases by 15% in 2010

World crude steel production reached 1,414 million metric tons (mmt) for the year of 2010. This is an increase of 15% compared to 2009 and is a new record for global crude steel production.

All the major steel-producing countries and regions showed double-digit growth in 2010. The EU and North America had higher growth rates due to the lower base effect from 2009 while Asia and the CIS recorded relatively lower growth.
In December 2010, world crude steel production for the 66 countries reporting to the World Steel Association (worldsteel) was 116.2 mmt, an increase of 7.8% compared to December 2009. The crude steel capacity utilisation ratio of the 66 countries in December 2010 declined slightly to 73.8% compared to 75.2% in November 2010. Compared to December 2009, the utilisation ratio in December 2010 is 1.1 percentage point higher.

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Share of world crude steel production in 2009 and 2010 by country

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World's 10 Largest Steel production Companies

No
1 2 3 4 5 6 7 8 9 10

Company Name
Arcelor Mittal Nippon Steel Baosteel Posco Hebei Iron & Steel Group JFE Holdings Wuhan Iron & Steel Group (Wisco) Tata Steel Jiangsu Shagang Group U.S. Steel

Crude Steel Output per year (MT)

103,300,000 37,500,000 35,400,000 34,700,000 33,300,000 33,000,000 27,700,000 24,400,000 23,300,000 23,200,000

STEEL INDUSTRY SCENARIO IN INDIA During Ancient period The history of iron and steel making in India goes back by several centuries. It dates to 480 BC when archers in India used arrows tipped
42

with steel. The iron pillar of Dhar near Indore in Madhya Pradesh dates back to about 321 AD, the iron pillar of Kutab Minar near Delhi dates back to about 400 AD and the iron beams of Sun temple of Konark in Orissa dates back to 13th century. These pillars are a testimony to ancient India's expertise in the making of steel. Before Independence The roots of the Indian Steel industry in modern times can be traced to the year 1874, when a company called Bengal Iron works at Kulti near Asansol in West Bengal produced iron. One of the most important landmarks in the history of Indian steel industry was the commencement of the Tata Iron and Steel Company at Jamshedpur in the state of Bihar in 1907.The other prominent steel manufacturers before independence were Indian Iron and Steel Company (1922),Mysore Iron and Steel Works(1923) and Steel Corporation of Bengal (1937). After Independence India found it difficult to sustain development in steel sector after independence on its own due to the lack of technological development. The high cost of developing technology in this sector proved to be a major hindrance. That's when the government decided to go for synergy with other countries for technology transfer. Some of the prominent steel plant set up then was in Rourkela in collaboration with West
43

Germany and in Bokaro in collaboration with Russia. These steel plants came under the purview of public sector enterprises.

Post Liberalization The post liberalization scenario in the Indian Steel industry has witnessed a monumental shift. Some of the salient features are: The need for license for increasing capacity has been abolished. Steel industry has been removed from the list of Industries under the control of state sector. Foreign equity investment in steel has gone up to 74%. In January 1992 the price and distribution controls were removed.

Policies like convertibility of rupee on trade account, freedom to mobilize resources from overseas financial markets and restructuring of existing tax structure have immensely benefited the industry.

Milestone The Indian steel industry has come a long way since its humble beginnings. The takeover of the British steel giant Corus steel by Tata Steel and the acquisition of Arcelor by Mittal Steel herald a new beginning for the Indian steel industry. These events signify the fact that
44

the Indian steel industry has acquired a global identity and is today extremely competitive globally.Some of the prominent steel producers today are Posco, Tata Steel, Essar, Ispat, Sail and Rinl. Future trends It has to be said that the global recession has affected the Indian steel industry especially stainless steel, but the steel industry is trying to offset the negative effect of the recession by focusing on transportation and construction projects which are usually funded by the government. India is the only country globally to record a positive overall growth in crude steel production at 1.01 per cent for the period January -March 2009. It is estimated that India's steel consumption will grow at nearly 16% annually till 2012. The National Steel Policy has forecasted the demand for steel would reach 110 million tons by 2019-2020.

INDIAN STEEL INDUSTRY A SWOT ANALYSIS

Strengths:
45

 bundance of Iron-Ore and other minerals for steel A Skilled manpower and low unit labor costs High ash content of domestic coking coal Low labor productivity Weaknesses: High costs of some basic inputs like power, coal, fuel, etc. High social costs Poor quality of basic infrastructure Distribution network Low IT usage in efficiency enhancement Fragmentation Opportunities: Low per capita consumption Unexplored rural market Low export market penetration Threats: Substitution by aluminum, plastic and composites one of the most remunerative markets Automobiles Poor R&D and threat of technological obsolescence in a large part of the market Availability of imported low ash coking coal.

46

Some of the leading companies in Indian steel industry are as follows:

Bokaro

Steel Plant: Steel manufacturer.

Essar Steel: Producer of sponge iron, steel and iron ore pellets. Jindal Iron & Steel: Producer of galvanized steel products. Jindal Steel & Power: Manufacturer of mild steel slabs and sponge iron. Steel Authority of India: Manufacturer of steel and iron. Tata Steel: Producer and supplier of wire rods, bars, and steel flats. Vizag Steel: Producer of pig iron and steel

INTRODUCTION OF TOPIC
HVAC (Heating, Ventilating, and Air Conditioning) refers to technology of indoor or automotive environmental comfort. HVAC system design is a major subdiscipline of mechanical engineering, based on the principles of thermodynamics, fluid mechanics, and heat transfer.
47

HVAC is important in the design of medium to large industrial and office buildings such as skyscrapers and in marine environments such as aquariums, where safe and healthy building conditions are regulated with temperature and humidity, as well as "fresh air" from outdoors

Heating
Central heating is often used in cold climates to heat private houses and public buildings. Such a system contains a boiler, furnace, or heat pump to heat water, steam, or air, all in a central location such as a furnace room in a home or a mechanical room in a large building. The use of water as the heat transfer medium is known as hydronics. The system also contains either ductwork, for forced air systems, or piping to distribute a heated fluid and radiators to transfer this heat to the air heating can also be provided from electric, or resistance heating using a filament that becomes hot when electric current is caused to pass through it. This type of heat can be found in electric baseboard heaters, portable electric heaters, and as backup or supplemental heating for heat pump (or reverse heating) system.

Ventilating
An air handling unit is used for the heating and cooling of air in a central location (click on image for legend). Ventilating is the process of "changing" or replacing air in any space to control temperature or remove moisture, odors, smoke, heat, dust, airborne bacteria, carbon dioxide, and to replenish oxygen. Ventilation includes both the exchange of air to the outside as well as circulation of air within the building. It is one of the most important factors for maintaining acceptable indoor air quality in buildings.

Air conditioning
Air conditioning and refrigeration are provided through the removal of heat. The definition of cold is the absence of heat and all air conditioning systems work on this basic principle. Heat can be removed through the process of radiation, convection, and Heat cooling through a process called the refrigeration cycle. The conduction mediums such as water, air, ice, and chemicals are referred to as refrigerants. An air conditioning system, or a standalone air conditioner, provides cooling, ventilation, and humidity control for all or part of a house or building.

HVAC
HVAC stands for Heating, Ventilation, and Air-Conditioning three closely related fundamental functions with both commercial and residential applications. The concept was coined by Volkart Brothers, being the pioneers in this segment, and was introduced way back in 1950. The steady growth of the real estate market in India has created opportunities for major developers to promote large format office spaces and associated structures like malls, resorts, hitech hospitals, etc. This growth has necessitated in realising the importance of the HVAC and Fire-fighting systems in both residential and commercial structures as a prime essential for safety and health.
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HVAC can further be distinguished as two separate segments Commercial Cooling - large spaces of hotels, IT parks, malls, airports etc. Process Cooling - for sterilized rooms of pharmaceutical and manufacturing industries. Pipes used in Fan Coil Unit - 25 NB to 32 NB Pipes used from chiller header to AHU (Air Handling Unit) - 50 NB to 150 NB Pipes used in chiller branch lines - 150 NB to 250 NB Pipes used in chiller main lines - 300 NB to 500 NB

The primary use of HVAC is to regulate room temperature, humidity, and air flow, ensuring that such elements remain within their acceptable ranges. Effective control of such factors minimizes health related risks.

CHILLERS/AIR-CONDITIONERS
For application of MS Pipes in this segment, details regarding the common practices followed, sizes of steel pipes used, and specifications required are as given blow. Class of MS Pipes to be used in Air Conditioning and Chiller Systems depends on environmental conditions like proximity to sea, corrosiveness, cooling flow, cooling zone and operating pressure.

FIRE FIGHTING
It has evolved as a prime safety parameter for any real estate development. For any construction above 3 floors. irrespectie of being residential or commercial and
49

manufacturing units, fire-fighting is now a mandatory requirement. Tata Pipes have forged market leadership in the Fire-fighting segments by providing a clearly superior performance over competition. Usage in projects throughout India is testimony to Tata Pipes' attention to quality and safely. Sizes normally used range from 25mm to 300mm NB "C" Class MS Pipes with plain end or socketed confirming to IS: 1239 & IS: 3589 specifications.

INTERNAL HYDRANT In an internal hydrant, the installation comprises of the following elements: Riser mains, down-comer mains or external mains to feed water from the source to the required point under pressure Fire fighting pump/pumps with all fitments and components and pump control panel, housed in a pump house All necessary components like internal hydrants (landing valves) and external hydrants, hose reels, hoses and branch pipes, suitably housed. Hydrant valves - to be mounted horizontally to prevent impurity deposition

EXTERNAL HYDRANT

50

For external hyderants, piping (water main) should be laid preferably underground, to avoid it getting damaged by moving vehicles, etc. To avoid rusting, underground pipes should be either of cast iron conforming to IS 1536 or MS/GI conforming to IS 1239, in which case it should be properly treated with a coat of primary paint with two coats of bitumen paint The pipes should be properly supported on pedestals - not more than 3m apart Underground pipes should be laid 1m below to avoid damage during road repair. At road crossings where heavy vehicles are expected to pass, it should pass through RCC pipe for additional protection

COLD STORAGE

Cold storage plants are large warehouses equipped with a vapour compression system for refrigeration, traditionally using ammonia as the refrigerant. The system functions through a network consisting of a compressor, condenser, expansion valve and an evaporator (referred to as bunker coils when placed in a bunker). A brief description of the refrigeration process is outlined in the next few paragraphs. The compressor sucks in saturated and dry ammonia vapour at design evaporating temperature and pressure and compresses the vapour into a pre-determined higher pressure, called the condensing pressure with corresponding temperature. The actual temperature at the condensing pressure is considerably higher due to superheating it the compression process. The vapour is then pumped to the condenser pipes, where it is cooled and liquefied using water sprays. The liquefied ammonia at high pressure is collected in a receiver and then pumped under pressure to the expansion valve, where the pressure is reduced by throttling and the low pressure liquid flows to the evaporator or bunker coils located inside the insulated warehouse.

51

The low pressure liquid ammonia inside the bunker coils evaporates into vapour being sucked by the compressor and in the process cools down, absorbing heat from the surroundings, thus lowering the temperature of the store. The evaporator coils are kept flooded with low pressure and low temperature liquid ammonia with the help of an accumulator vessel inside which boiling or evaporation of liquid takes place. The evaporating ammonia is sucked by the compressor and the cycle is established.

OBJECTIVE OF PROJECT
To study the importance and development of steel industry Know the marketing strategies that the other companies are adopting Measure the level of customer satisfaction To find out market share of Tata steel

To make a comparative study of the major competitors in the market

To figure out problems due to which sales is going down

52

 To find out most brand preference of customer To find out what are the need and want of customer from Tata steel What are the steps Tata steel take to increase their sales

SCOPE OF STUDY
The study of this project is confined to whole Kolkata and outside of Kolkata. This study was conducted to know the market potential in HVAC segment of Tata MS BLACK pipes

LIMITATION OF STUDY
Every attempt will be taken to obtain the error free and meaningful result but as thing in this world is 100% perfect. I believe that there wills still the chance for even an account of following limitations. Respondents unavailability Courtesy bias Time pressure and fatigue on the past of respondent and interview The major limitation was data availability

SWOT ANALYSIS OF PROJECT

STRENGTHS
53

 Brand image Quality Technology Large production capacity The biggest R&D facility in the Industry Long existence in the market Varieties of Product in the Market

WEAKNESS Promotion Availability Lack of Cost effectiveness

Lack of Well Trained Sales People

OPPORTUNITIES Direct contact with customer Increase distributor Give credit who are direct customer Give some discount to some customer THREATS High market share of competitor
54

 High price Less demanding product for customer

Monopoly in the market (Done by distributor)

RESEARCH METHODOLOHY
The methodology adopted for this project is exploratory nature, since there is no hypothesis that has to be tested. The conclusion has to be draw by exploratory research work. There have been two sources of information have been collected.

PRIMARY SOURCE
We have visited many companies which are in Kolkata and outside of Kolkata who are the end consumer of product and we get the first hand information regarding the product, which are its features and the buying pattern of the product. Their inputs have been valuable.

Our research area and companies are

55

FIRE FIGHTING COMPANY TYCO SIRE AND SECURITY FIRE PRO MACKINTOSH BURN LIMITED GILLANDERS ARBUTHNOT TECHNICO(INDIA) PVT.LTD AIR CONDITION COMPANY VOLTAS BLUE STAR CARRIER PAHARPUR TOWERS ETA ENGINEERING PVT.LTD BUILDERS SOUTH CITY BENGAL PARK CHAMBER

PLACE SALT LAKE SALT LAKE N.S.BOSE ROAD

N.S.BOSE ROAD B.B.GANGULY STREET PLACE N.S.ROAD HARE STRET R.B.R ROAD

COOLING DIMOAND HARBOUR ROAD SARAT BOSE ROAD PLACE P.A.S. ROAD DR.U.N. BRAHMACHARI

56

ROAD MANI GROUP PETRON CIVIL ENG.PVT.LTD COLD STORAGE RAJLAKSHMI BHANDER STORAGE BHAKTIMOYEE STORAGE REFCON FAIRLINE PLACE And many more place and companies we visited. COLD PARK STREET MANIKTALA MAIN ROAD J.N.ROAD PLACE MEMARI

HINDUSTHAN ICE AND COLD GAS STRET

SECONDARY SOURCES
Internet and web sites of company help us more to collect good amount of data for our project.

SAMPLING Sample size - 35

57

Fire fighting Air-conditioning Cold storage

- 25 - 10 -6

TOTAL
POSITIONING)

- 41

STP (SEGMENTATION, TARGETING AND

SEGMENTATIon:
Segmentation : Identifying all segments for the product/service segments should be: Measurable Accessible (can you reach them) Profitable Distinct from one another The objective of segmentation is to find attractive markets. Strategies include Break market into components Regroup into market segments Select which segment to target

58

We are doing segmentation of market for Tata steel in fire fighting, air conditioning and cold storage segment because there are big purchaser(Voltas, Blue star, mackintosh, Gillander, Paharpur, ETA, carrier, Balaji, Tyco etc. ) who are handling minimum 4-5 project in a year and their quantity purchase is very high than other existing companies in the market. And also focus on some middle level companies. By the segmentation of market Tata steel market share and growth of the company will increase than other existing brand in the market.

TARGETING
Targeting is the real goal/objective in market that marketer want to reach.

1) TATA STEEL should always try to maintain good relationship with big companies like fire pro, stealing and Wilson,paharpur, voltas etc. 2) Target those companies whose sales turnover approx 100 crore and above. 3) Mostly target on those company who are purchasing other brand product in more quantity.
59

4) Target to the end users of our product.

POSITIONING
Positioning is the science of perceptual strategy. Positioning is an essential component and skill in good marketing. Perceptual maps are used to determine the position of a product, firm, person, service or idea. Positioning maps or perceptual maps can be simple, yet very effective marketing tools. This strategy can only be planned in the mind of the consumer. Positioning is a strategy to understand the levels of competition For example: Product Level, Category Level, Corporate Level and Industry Level.

1) Positioning through promotional activities like advertisement, hoarding etc 2) Always does an event like seminar and sponshership 3) Increase the quality of product and brand image. 4) Always met with them and convince them to purchase our product

60

61

FINDING AND ANALYSIS

1. YEAR ASSOCIATION OF COMPANIES YEAR OF ASSOCIATI ON 1 TO 5 YEAR 5 TO 10YEAR 10 TO 15YEAR 15YEAR & FIRE FIGHTIN G 3 2 2 18 AIR CONDITIONI NG 3 1 0 6
62

COLD STORAG E 0 0 0 6

TOTAL

6 3 2 30

ABOVE

TOTAL
FINDINGS:

25

10

41

The figure pertains year association of the companies in fire fighting, air conditioning and cold storage segment. 1) After research we find that most of the companies operating in fire fighting segment 2) In fire fighting segment 18 companies operating last 15 and above years. 3) In air conditioning and cold storage only 6 companies operating last 15 and above years

ANALYSIS:
The finding indicates that fire fighting segment is big opportunities for our company because from this segment we increase the market share of our company than air conditioning segment.

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2. PROJECT HANDLING
PROJECT FIRE FIGHTIN G 15 15 AIR CONDITIONI NG 7 7 COLD STORAG E 0 0 TOTAL PERCENTA GE 29.15% 29.15%

Governm ent Semi governme nt Private

21 21

20

10

30

41.70%

FINDING:
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From research we find that projects are handling by companies. 1) In fire fighting segment more companies handling government, semi government and private project 2) We see companies are handling private project more than government and semi government project. 3) Cold storage companies are not handling any project they are using in their own company

ANALYSIS:
The finding indicates that Tata steel should focus those companies which are operating in fire fighting segment because they are handling more projects in all sectors.

65

3. FREQUENTLY PURCHASE IN A YEAR

TIME FIRE FIGHT ING
14 4 2

AIR CONDITI ONING

5 2 0

COLD TO PERCEN STOR TAL TAGE AGE

0 0 1 19 6 3 46.36% 14.64% 7.32%

MONT HLY QUAR TELY HALF YEARL Y YEARL Y

5 TOTAL

13 41

31.72% 100

FINDING:
From research we find that most of the fire fighting and air conditioning companies are purchasing monthly and yearly basis.

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4. SIZE OF PIPE USE MOSTLY

SIZE

FIRE FIGHTING
15

AIR CONDITIONI NG
4

COLD STORA GE
2

TOTAL

PERCENTAG E
13%

15 TO 25NB 25 TO 40NB 40 TO 50NB 50 TO 100 100 TO 150NB 150 & ABOVE

21

20

28

17%

18

31

19%

14

26

16%

17

30

18%

16

27

17%

FINDING:
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The above table shows that size of pipe use more: 1) Fire fighting companies use 25NB to 50NB size more in their project but in air conditioning and cold storage use 40NB to 150NB size of pipe. 2) In the overall market 40NB to 50NB size of pipe requirement is 19%. 3)100 NB to 150NB size of pipe requirement is 18%.

ANALYSIS:
The finding indicate that all size of MS BLACK pipe requirement in the market almost same but some of size like (25, 32, 40, 50,100 NB) requirement more. So this size of pipe should be available in more amount any time to the distributor of Tata steel.

5. ATTRIBUTES INFLUENCE FOR PURCHASE DECISION

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ATTRIBUTES

FIRE FIGHTI NG
7

AIR CONDITIONI NG
1

COLD STORA GE
1

TOTA PERCENTA L GE

BRAND IMAGE

9.81%

DURABILITY

7.63%

QUALITY PRICE AVAILABILITY

17 16 6

8 10 3

5 3 0

30 29 9

32.70% 31.61% 9.81%

OTHER

1.09%

FINDING:
Attributes of a product or brand influence a customer or consumer for their purchase decision. 1) The research find that 32.70% customer first go for quality of a product 2)31.61% customer goes for price

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ANALYSIS:
Research show that brand image and availability is doesnt matter but they always see first quality and price of the product, It means quality should be good and price should be less.

6. BRAND PERCEPTION AMONG THE CLIENT

BRAND

FIRE FIGHTING 20 18 8 13 1

AIR CONDITIONING 10 10 4 5 1

COLD STORAGE 6 1 0 0 0 TOTAL

TOTAL 36 29 12 18 2 97

PERCENTAGE 37.11% 29.87% 12.36% 18.54% 2.06% 100

TATA JINDAL NEZONE BANSAL OTHER

FINDING:
The above figure show the brand preference among the client
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1)37% client prefer Tata steel 2)30% prefer Jindal 3) In fire fighting segment TATA and JINDAL preference among the client almost same but in air conditioning every client prefer Tata steel and Jindal. 4) In cold storage every one prefer only Tata steel no any other brand.

ANALYSIS:
Tata steel is slightly higher than Jindal but the preference among the client will be equal in coming 2-3 years. Jindal is big competitor of Tata than other brand in the market.

7. PERCEPTION AMONG THE CLIENT ABOUT THE ATTRIBUTES OF THE BRAND

BRAN D

QUALITY

AVAILABILIT Y

SERVIC E

PRICE

BRAN D IMAG E

TOTAL

PERCENT AGE

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TOT AL TATA JINDA L NEZO NE BANS AL 144 102

%A GE 72% 71%

TOT AL 121 99

%A GE 69% 70%

TOTAL

%A GE 71% 64%

TOT AL 83 91

%AG E 47% 65%

TOT AL 142 96

%AG E 81% 68% 175 140 37% 29%

125 90

37

57%

42

64%

47

72%

39

60%

38

58%

65

14%

56

59%

59

62%

57

60%

57

60%

60

63%

95

20%

FINDING:
From above table we find the perception of brand from the customer 1)72% customer say that quality of Tata steel is much better than other existing brand in the market but jindal steel quality is almost equal. 2) 1% more customers satisfied with availability of jindal than Tata steel. 3) Customers are getting service from Tata steel much better from other brand in the market ie. 7% more service they are getting jindal but Nezone is giving higher service than the entire brand. 4) Customer give low rank for Tata steel about price but jindal price is good than other brand

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5) Brand image of Tata steel is 81% which higher than jindal, Nezone and Bansal because Tata is trustful brand than other.

ANALYSIS:
Finding indicate that jindal is big competitor of tata in terms of quality and availability.Nezone should be threats for Tata in future for price Tata getting low marks but jindal is high because the price difference from tata and jindal is almost 8%-9%. But no one have brand image what the Tata steel have.

8. PROBLEM FACING FROM DISTRIBUTOR

FIRE FIGHTIN G AVAILABILI TY TIME PRICE OTHER 6 2 4 0 AIR CONDITIONIN G 3 1 3 0 COLD STORAG E 0 0 0 0 TOTAL PERCENTAGE

9 3 7 0 19

47% 16% 37% 0% 100

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FINDING:
Form overall market research only 10 customer are facing problem from distributor. 1)in the fire fighting and air conditioning segment 47% customer are facing availability problem. 2)16% have time problem in both segments 3)37% have price problem

ANAYSIS:
The problem for availability like when they require product for their project they find not available so they switch to other brand. Time problem like when they want product in 3-4 days but they are not getting. Distributor are doing monopoly in the market so the price difference increase. If a customer facing this type of problem than he always switch to other brand which is harmful for any brand because their market share will be decrease and market growth of that company will be fall.

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9. QUANTITY PURCHASE IN A YEAR

fire fighting

percentage

Air conditioning

Percentage

cold storage

Total

percentage

Tata jindal Bansa l Nezon e Other

371.5 577 115.5 0 0

35% 54% 13% 0% 0%

135 235 15 45 70

27% 47% 3% 9% 14%

100 0 0 0 0

100 % 0% 0% 0% 0%

606.5 812 130.5 45 70 1664

36% 49% 8% 3% 4% 100%

FINDING:
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The figure pertain the quantity purchase in all the segment of all brand 1) In fire fighting segment if whole market purchase 100 tonne in a year in which 54 tonnes purchase jindal and 35 tonnes Tata where as only 13 tonnes bansal 2) In air conditioning segment also purchase quantity of jindal (47 tonnes) is high than Tata (27 tonnes) and other brand in the less quantity. 3) In the cold storage 100%purchase only Tata there is no any other brand

ANALYSIS:
in any type of project Tata and jindal is mention their so most of the customer always go for jindal than Tata reason behind price which is higher than jindal like 8%-9%.so they purchase in more quantity of jindal than other brand in fire fighting and air conditioning segment. But in cold storage they only purchase Tata they do not go for any brand the quality of Tata is better than other brand in the market

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10. MARKET SHARE OF ALL BRANDS

fire fighting
Tata jindal Bansal Nezone Other 371.5 577 115.5 0 0

Air conditioning
135 235 15 45 70

cold storage
100 0 0 0 0 total

total
606.5 812 130.5 45 70 1664

percentage
36% 49% 8% 3% 4% 100%

FINDING:
From the market research we get data to find out the market share of the entire brand 1) 36% Tata steel has market share in west Bengal 2) 49% jindal market share 3) 8% and 3% market share of bansal and nezone
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4) 4% of other brand i.e. HARYANA

ANALYSIS: The finding data show that market share of jindal higher than Tata and also the market growth of jindal is higher.

TARGET CUSTOMER
COMPAN Y NAME TATA (IN %AGE) MOSTLY JINDAL (IN %AGE) PURCHASE BANSA L (IN %AGE) BRAND OTHER (IN %AGE) TOTAL

NEZON E (IN %AGE)

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ETA (AC) STERLINE &WILSON (F&AC) BLUE STAR (AC) PAHARPUR (AC) RAWAT AND INSULATIO N FIRE PRO GILLANDE R ARBUTHN OT MACKNITO SH BALAJI FIRE PROTECTI ON

30% 10%

70% 90%

30% 10% 15%

70% 10% 70% 15% 80% (HARYANA)

40% 10%

60% 90%

40% 20%

60% 10% 70%

PERCENTA GE

23%

59%

1%

8%

9%

100%

79

After research we find the above data which show the target customer or companies of Tata steel. These are companies who purchase mostly jindal in more quantity and some company Nezone and other brand (HARYANA). They also purchase Tata pipe but in less quantity. Tata steel should have to target on these companies because these are big purchaser in the market. Some of them directly purchase to the manufacturer from jindal, nezone and Haryana. They only purchase 23% of Tata in quantity but 59% of jindal which is 2 times more than Tata. So Tata steel should target these customers to increase market share.

MARKET EXPECTATION
Price reduction High supply of 20NB, 40NB and 50NB from October to February in case of cold storage Problem in supply Increase the range of thickness and size
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For example:

Beveled edges (9.54mm)

RSP (Mecca) 80NB*5.5mm, 100*6mm, 200NB*9.52mm,

GS=2 Project 150NB*7.14, 250*9.52mm, 300*9.52mm

Improvement in the quality of pipe from 15mm to 50mm diameter

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SUGGESTION Improve the delivery system from the distributers Setting a mind set among the buyers through Organizing Seminars and making a good relation with them Targeting the new sectors or the developing sectors in the market Some companies who deals directly to Jindal and Bansal as their purchase quantity is very high so Tata can also start using that method Visiting the site or the project will also make a good impression or knowing about the pipes used in the projects Increasing the distributors as there is a huge monopoly in the market due to fewer distributors

82

CONCLUSION
In HVAC segment no substitute product in the market.

JINDAL is the biggest competitor of TATA STEEL. the distributor

Monopoly in the market regarding price which is doing by Many company purchase product from other manufacturer because they are giving credit facility

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BIBLIOGRAPHY

84