presentn rohan project
TRANSCRIPT
Marketing of By-products and secondary product at Bokaro Steel Plant Under Steel Authority of India Limited ROHAN SINHA REG.NO.- 10904030
INTRODUCTION
STEEL AUTHORITY OF INDIA LIMITED (SAIL)
IT IS THE LEADING STEEL MAKING COMPANY IN INDIA. IT IS FULLY INTEGRATED IRON AND STEEL MAKER PRODUCING BOTH STEEL FOR DOMESTIC, CONSTRUCTION, ENGINEERING, POWER, RAILWAY AUTOMOTIVE, AND DEFENCE INDUSTRIES AND FOR SALE IN EXPORT MARKETS.RANKED AMONGST THE TOP TEN PUBLIC SECTOR COMPANIES IN INDIA IN TERMS OF TURNOVER.
HEAD OFFICE – KOLKATA
INTEGRATED STEEL PLANTSBOKARO STEEL PLANT (BSL) IN JHARKHANDDURGAPUR STEEL PLANT (DSP) IN WEST BENGALROURKELA STEEL PLANT (RSP) IN ORISSABHILAI STEEL PLANT (BSP) IN CHHATTISGARH
BOKARO STEEL LIMITED
BSL is the largest Steel manufacturing subsidiary company of India and is ranked in the Global fortune 500 companies.
Location - BOKARO STEEL CITY [JHARKHAND] Year of establishment- 1964 Production capacity- 9 million tons of saleable steel.
MISSION OF SAIL
“ To be a respected world Class Corporation and the leader in the Indian steel business in quality, productivity and profitability through customer satisfaction.”
OBJECTIVES OF THE STUDY
To know what is secondary product and why it is necessary for sell
KNOWING MARKETING POLICIES AND STRATEGIES
TO KNOW ABOUT THE MARKETING PROCESS USED BY B.S.L. TO SELL ITS PRODUCTS. [ e-AUCTION]
TO UNDERSTAND CUSTOMER SATISFACTION IN DEALING WITH B.S.L.
RESEARCH METHODOLOGY
Research type- descriptiveData collection: Primary data-Methods adopted for surveys : 1. Personal meeting with sales executives 2. Analysis of response of customer and executives. 3.Questionnaire method Secondary data- company database. Sampling technique- simple random ,convenient and
judgment sampling. Sample size-100 Sample area-Bokaro Steel City.
WHAT ARE SECONDARY PRODUCTS? In the case of manufacturing process, in every stage of production, always there will be certain percentage of products, which do not confirm to the standard quality, size and specifications. Such products are termed as “Secondary Products.
WHAT ARE BY-PRODUCTS?These are the products which are not originally produced by Bokaro Steel Plant but are the outcomes while producing the prime product.
MARKETING DEPARTMENT AT B.S.L Marketing Department is one of the
Departments Bokaro Steel Plant. It deals with the activities of marketing of By- products, Secondary products, Waste products, Idle products.
(a) Marketing of Prime products where sales activity are co-ordinated by Central Marketing Organization(CMO).
(b) Marketing of secondary products and coal chemicals are done directly by sale of product by B.S.L. The secondary section deals with the secondary products.
It includes scraps of iron and steel slag, coal and coke fractions, coal chemicals.
RESPOSIBILITY OF MARKETING DEPARTMENT BUILDING CUSTOMER RELATION MARKET DEVELOPMENT JIT DELIVERY PRODUCTION ACCORDING TO MARKET
NEEDS STOCK REDUCTION PRICE FIXATION
MARKETING POLICIES AND STRATEGIES
Committed delivery. (JIT DELIVERY) Competitive price. Quick complaint settlement. Product knowledge Market demand awareness and sensitivity Quick response to market situation and demands Direct contact with the customers Innovative strategy (e –auction) Attractive and competitive pricing Resource utilization Customer satisfaction Prompt after sales service, complaint, settlement
MODE OF SALE [E-AUCTION]Procedure of E-Auction Advertisement/posting of dates and types of materials to be
auctioned in SAIL website and various newspaper (Local & National) every 15th to 20th of the month for the next month.
Posting of details of lots to be auctioned one week prior to the date of auction, on the website of SAIL and metal Junction.com
Inspection of lots to be auctioned by customers. Auction is held on www.MetalJunction.com
Report of auction conducted is given by MetalJunction.com Meeting of reserve price opening committee and their
recommendation.
Approval for sale of lots recommended by RP opening committee. Issue of offer to the customers, based on approval of chief
Executives.
ANALYSIS OF DATA COLLECTED FROM THE CUSTOMERS OF BSL (BY QUESTIONNAIRE) • In which category of customer do you belong?
Trader Manufacturer Processor Others0%
10%
20%
30%
40%
50%
60%
70%
Customers Belong From
INTERPRETATION- this graph shows that manufactures constitute 60% of the total customers because steel is the backbone of any manufacturing sector.
0 to 5 5 to 10 Above 100%
10%
20%
30%
40%
50%
60%Percentage
Percentage
INTERPRETATION-the above graph shows that 50% of customers are engaged in dealing with b.s.l. for more than 10 years which meant that customers are quite satisfied with the company and they think that products of the company are reliable which is quite good sign.
• Since when are you dealing with BSL?
•Why do you prefer to purchase from BSL?
72%
8%
16%4%
Preference for Purchages
qualitycheap transportationLocal MarketOther
INTERPRETATION-the result of the survey shows that customers are highly satisfied with the quality of the products ie. 72% of customers deal with b.s.l because of the quality of the products.
• Are you satisfied with the quality of product?
90%
10%
Satisfaction Level
Yes No
INTERPRETATION-customers of b.s.l are highly satisfied which is depicted in the above graph as 90% of the customers have said that they are satisfied.
•What type of products do you purchase from BSL?
Primary20%
Secondary30%
By-products40%
Scraps10%
Products Purchased from BSL
INTERPRETATION-in the above graph we can clearly see that the main product purchased from BSL are the by products and the secondary products almost 70% of the products sold are the by products and the secondary products.
• Are you dealing with any other company?
35%
65%
Dealings with another company
YesNo
INTERPRETATION-Its clear from the above graph that customers who deal with b.s.l are not tilted highly to deal with other companies. Only 35% of the current customers deal with other companies along with b.s.l
• Have you faced any difficulties while dealing with BSL?
15%
85%
Faced Difficulties while dealing
YesNo
INTERPRETATION-when asked about difficulties while dealing with the company only 15% of the customers said that they faced difficulties while 85% said there was no problem while dealing with the company
• • Did you complain about the problem faced?
Yes No0%
10%20%30%40%50%60%70%80%90%
Complained about problem
Complained about problem
INTERPRETATION-from the above graph we can see that most of the people who have faced problems do not complain about their problems. This means although less people have complains do not complain which is not good practice .if they would complain the company would be more responsive to their problems. This could help a lot in the operation of the customers.
• Did your complaints get executed?
85%
15%
Complains Get Executed
YesNo
INTERPRETATION-although complains are not made most of the times but 20% customers who complain out of them 85% get their problems solved .this means complains get treated very well. This shows good feedback system.
FINDINGSPolicies and strategies to create awareness among the customers about the product are not effective.All marketing procedure of prime products are decide by SAIL and carried out by the Central Marketing Organization (CMO)Customers are largely satisfied with the company.E –auction has totally revolutionized the process of marketing of steel and others are following the trend.It has increased transparency in the whole process and it is a big reason for customer high satisfaction.The organization is more concerned with larger orders of steel products by ignoring the smaller orders.Due to improper packing, the materials reach the stockyards often in damaged condition, which is attracting criticism from the customers and these damaged materials are sold with loss.Export is considered Secondary to domestic selling as BSL is a govt. undertaking and its first priority is domestic market.
SUGGESTIONS The pricing as we well as the distribution policies should be framed by keeping in mind the requirements of the complete range of manufactures and not only the bulk consumers. This will encourage the new re-rolling mills to approach BSL for the material.
The representative holds the complete picture of the products as placed in the market and the prices fixed with his consent will be on rational grounds and acceptable to all.
Price of the material for which 100% payment has been received as advance should
not be changed if the delay in the lifting of the material by the party is due to some fault of BSL but if is due to deliberate delay in lifting the material by the customer than the same policy should be applicable.
Induction of computers in marketing department. Proper packing is to be done to safeguard the materials from damage, which is occurring due to multistage handling and transportation.
Creating product awareness through print media, hoarding, industrial magazines etc.
CONCLUSION
24
CONCLUSIONBokaro Steel Plant recognizes that leadership is essential for survival in competitive environment. Customer’s satisfaction like quality is a journey and not a destination. It is a essential that everyone in the company have a clear understanding of what customer satisfaction means if the plant aim to achieve leadership in customer satisfaction. While improved customer satisfaction is necessary for ensuring prosperity of the company must also be recognized that ability of the company to satisfy its customers would depend on its ability to continuously improve its profit and growth.
Customer’s satisfaction would happen when the management fulfils the the following dimensions. Delivery in time Product mix according to customer satisfaction requirement Flexible pricing policies Complaint settlement Culture of customer service
Thank You