Chapter:- 4 Marketing Department

“ESSAR STEEL LTD.”

List of Products & Services

1. Essar Steel Hot Rolled

Essar Steel has state-of-the-art hot rolling mills with a rated capacity of 8.6 MTPA. The
facilities include a conventional hot rolling mill and a modern compact strip mill.

2. Essar Steel Cold Rolled

Essar Steel holds a leadership position in cold rolling with a capacity of 2 MTPA.
The technology available in the complex ensures production of high quality
products for critical applications in automotive, white goods, construction, etc. 
 3. Essar Steel Galvanised

Essar Steel produces world-class galvanised steel products in its galvanising

facility with a capacity of 1 MTPA. The products offer excellent properties such as
corrosion resistance, good service life, excellent surface finish, and close
dimensional tolerances.

4. Essar Steel Colour Coated Sheets

Essar Steel colour coated sheets are manufactured in a state-of-the-art 0.4 MTPA
facility. It produces high-quality colour coated sheets that add aesthetic beauty to
the strength of steel. 
5. Essar Steel Plate

The Essar Steel plate mill with a capacity of 1.5 MTPA is India's widest plate mill
producing 5 metre wide plates. 

6.Essar Steel Pipe

The Essar Steel pipe mill is one of India's finest pipe mills with a capacity of 0.6
MTPA and the only one with an integrated raw material source.
7.Essar Steel Shot Blasted And Primed Plates

Essar Steel's shot blasted and primed plates can be directly used and allows for
excellent adhesion of prime coat and paint.

8.Essar Steel Factory Welded Beams

Essar Steel's factory welded beams are custom-made and ready-to-use saving
labour, service and operational costs. 
9. Essar Steel Burnt-To-Shape Plates

Essar Steel burnt-to-shape offers tailor-made cutting solutions with its 30,000 TPA
oxy / plasma cutting facility and JIT (Just-In-Time) supplies. 

10. Essar Steel Trapezoidal Plates

Essar Steel trapezoidal plates offer a customised solution designed to reduce

material wastage. 
Specific distribution channel

Targeting the retail market, global steel producer Essar Steel would increase its retail
distribution network, Hypermarts and Expressmarts in Kerala, a top company official
said here today.Essar Steel currently has three Hypermarts and 15 Expressmarts in the
state. It is planning to increase their numbers to 4 and 23, respectively, by the end of
the 2011, Essar Hypermart CEO Girish Rao told reporters here.Essar Hypermart is
aimed at making steel available to end users close to the user point, he said.With over
500 retail outlets across the country, the concept of Essar Hypermart has
revolutionised the marketing of steel in India, he said.Essar Hypermarts cater to
customers ranging from small manufacturers, local fabricators to general engineering
firms in the SME segment, he said.They offers its customers a comprehensive range
of flat and long steel products for a variety of applications, he said, adding in a shift
from the slow and cumbersome methods of delivering steel, Essar Hypermart
provides immediate delivery, transparent pricing, customised quantities and
guaranteed quality to its retail customers.The firm plans to open a Hypermart at
Thiruvananthapuram shortly to take their number to 4 in the state. Besides, it will
come up with 8 more Expressmarts in various parts of the state, he said.Essar Steel is
a fully integrated flat carbon steel manufacturer, with presence in Canada, USA, India
and Indonesia. Essar steel has a global steel production capacity of 8.6 million tonnes
per annum (MTPA).It operates seven service centres in India, Indonesia and Canada
with an aggregate capacity of over 3 million tonnes. Essar has the largest network
distribution channel with over 400 branded Essar Hypermarts.Essar Group is a
multinational conglomerate and a leading player in sectors like Steel, Oil and Gas,
Power, Communications, Shipping Ports and Logistics, Construction and Minerals
with operations in over 20 countries across five continents.
Market segmentation and Positioning

Essar Steel Ltd Hot rolled steel, chequered plates, Shot blasted plates, Cold rolled
Segmentation steel, TMT Bars, Galvanised corrugated sheets

Essar Steel Ltd Sectors such as automotive, white goods, construction,

Target Market engineering and shipbuilding

Essar Steel Ltd Company having value added segments in the steel industry, a
Positioning diversified distribution network & integrated nature of operations

Promotion tools used

The promotional and advertising strategy in the Essar marketing strategy is as
follows:Essar group has a strong workforce and it provides the best high quality
services. Essar is highly dedicated towards maintain a high customer base by
participating actively in promotions through social media both digital and through
means of advertisements in newspapers, magazines, hoardings, etc. This active
participation of the Essar group helps them in promoting the brand in a positive
manner and portrays their continuous dedication and efforts towards maintain the best
image before the customers. Essar group also believes in giving back to the society
through its CSR activities and environment friendly operations. Safety and
environment are its top most priorities and the company meets all the standards in
achieving those.

Pricing Methods

Essar Group is one of the largest companies in India, with a strong revenue and profit
across its subsidiaries. The recent takeover of Essar Oil by Rosneft might improve its
financial condition more and increase its profits. The prices of the consumer products
in India are set by the government and the companies have to abide by them. There is
hardly any difference in the price margins between various competing organisation
because of this standard regulation by government of India. For the retail brands, the
prices are kept competitive to fight against existing competitor retailers and
ecommerce platforms.

CRM practices

Essar Steel has commissioned its new 1.2 million tpa cold rolling mill complex at
Hazira in Gujarat. The mill is scheduled for inauguration at the hands of Gujarat Chief
Minister, Mr Narendra Modi, on 2 September 2005.The Rs.1,000 crore CRM unit will
produce high quality cold rolled and galvanized products for application in the
automotive, construction and white goods industries.Meanwhile, Essar Steel's hot
rolled steel mill capacity expansion, taking capacity to 4.6 million tpa, is scheduled
for completion in 2006.The CRM project was launched in 2003 by Steel Corporation
of Gujarat -- a joint venture between Stemcor of UK and Essar Steel. In June 2005,
Essar Steel acquired the entire equity holding of Stemcor in SCGL and another joint
venture Hy-Grade Pellets that was formed to set up an iron ore pelletization unit at
Vizag in Andhra Pradesh.

List of products Import

 Dealers of steel pipes in Mumbai India
 Dealers of steel pipes in Saudi Arabia
 Dealers of steel pipes in Indonesia Russia
 Dealers of steel pipes in Chennai
 Exporters of steel pipes in Mumbai India
 Exporters of seamless pipes in Mumbai India
 Dealers of MS and GI pipes in Chennai
 Dealers of MS and GI pipes in Saudi Arabia
 Dealers of MS and GI pipes in Indonesia Russia
 Dealers of MS and GI pipes in Saudi Arabia
 Dealers of seamless pipes in Chennai
 Dealers of seamless pipes in Saudi Arabia
 Dealers of seamless pipes in Indonesia Russia
 Dealers of seamless pipes in Saudi Arabia
 Exporters of ERW Boiler and Air Heater tubes in Mumbai India
 Essar Steel Pipes
 Essar Steel Pipes Tubes