ACKNOWLEDGEMENT

It is with real pleasure that, I record my indebtedness to my academic Guide,

Lecturer Shamsher Singh for her counsel and guidance during the
preparation of this project.

I am grateful to (Director, and Centre Head) Miss. Simranjeet Kaur and

my sincere thanks to all faculty members of The SMU, IT Point Kanpur
(L.C Code 00918)

Place: Shamsher Singh

Date: REG.NO. 2017610

DECLARATION

I hereby declare that the project report entitled “RETAIL MARKET OF

STEEL INDUSTRIES”
Submitted in partial fulfillment of the requirements for the degree master of
business administration to Sikkim Manipal University, India is my original
work & not submitted for the award any other Degree, Diploma fellowship
or any other similar title or prizes.

Date:

Shamsher Singh
REG.NO . 2017610
 UNIVERSITY STUDY CENTRE
CERTIFICATE

This is certifying that the project report entitled “RETAIL MARKET OF

STEEL INDUSTRIES” submitted in partial fulfillment of the
requirements for the Degree of Business Administration of Sikkim
Manipal University of Health, Medical and Technological Sciences.

Shamsher Singh has worked under my supervision and guidance and that no part
of this report has been submitted for the award of any other degree, diploma,
fellowship or other similar titles or prizes and that the work has not been
published in any journal or magazines.

REG.NO. 2017610 Certified

(Miss. Simranjeet Kaur)

 CONTENTS

Chapter - I

Introduction

Chapter - II

Objectives of the study

Chapter - III

Research Methodology

Chapter - IV

Findings & Interpretation

Chapter - V

Conclusion & Recommendation

Chapter – V I

Limitation

Appendix

a. Bibliography.

b. Questionnaire
INTRODUCTION
 INTRODUCTION

The iron and steel industry in India is among the most important industries
within the country. India surpassed Japan as the second top steel producer in
January 2019. As per worldsteel, India's crude steel production in 2018 was
at 106.5 tonnes (MT), 4.9% increase from 101.5 MT in 2017, means that India
overtook Japan as the world's second largest steel production country. Japan
produced 104.3 MT in year 2018, decrease of 0.3% compared to year 2017.
Industry produced 82.68 million tons of total finished steel and 9.7 million tons
of raw iron. Most iron and steel in India is produced from the iron ore.

Policy for the sector is governed by the Indian Ministry of Steel, which concerns
itself with coordinating and planning the growth and development of the iron
and steel industry, both in the public and private sectors; formulation of policies
concerning production, pricing, distribution, import and export of iron and
steel, ferro alloys and refractories; and the development of input industries
relating to iron ore, manganese ore, chrome ore and refractories, etc., required
mainly by the steel industry.

Most of the public sector undertakings market their steel through the Steel
Authority of India (SAIL). The Indian steel industry was de-licensed and de-

controlled in 1991 and 1992 respectively.

There are two types of steel plants - mini steel plants and integrated steel
plants. About half of the country's steel is produced by medium and small
enterprises.[3]
Mini steel plants are smaller, have electric furnaces and use steel scrap as well
as sponge iron. They have re-rollers that use steel ingots as well. They
produce Carbon steel and Alloy Steel of certain specifications. There are around
650 mini steel plants in India.
Integrated steel plants are large, handle everything in one complex - from
putting together raw material to steel making, rolling, and shaping. Iron
ore, coke, and flux are fed into the blast furnace and heated. The coke reduces
the iron oxide in the ore to metallic iron, and the molten mass separates
into slag and iron. Some of the iron from the blast furnace is cooled, and
marketed as pig iron; the rest flows into basic oxygen furnaces, where it is
converted into steel. Iron and steel scrap may be added to both the blast
furnace and to the basic iron furnace. There are about five integrated SAIL
plants in India.

.
INDUSTRIES PROFILE
 COMPANY PROFILE

The ESSAR GROUP was founded in 1969 by brother's Shri Shashi Ruia and Ravi
Ruia

The Ruia family, s origins are in Rajasthan. Something in the 19th century it
moved to Mumbai and set up its own business .In 1956 ,Shri Nandkishore Ruia ,father
to Shri shay Ruia and Ravi Ruia moved to Chennai of the south Indian state of Tamil
Nandu ,to begin two independent business activities. He mentored his sons in the
intricacies of business. Wl %44 shri Nandkishor Ruia passed away in 1969, the brothers
laid the foundation of the grow.

The ESSAR group began its operations with the construction of an outer
breakwater in ft4 Chennai port. It quickly moved to copitalise on every emerging
business opportunity,become Indian's first private company to buy a tanker in 1976. The
group also investe in a diverse shipping fleet and oil rigs, when government of
India opened up the shippi and drilling business to private players in the 1960s.

Then, in the 1990 Essay began its steel making business by setting up Indian's
first sponge iron plant in Hazira, a coastal town in the western Indian state of Gujarat.
The group went on to build a pellet plant in Visakhapatnam and eventually a fully
integrate steel plant in hazira.

Through the 1990s with the gradual liberalization of the India economy ESSAR
seized every opportunity that came its way it diversified its shipping fleet started oil gas
exploration and production laid the foundation of it oil refinery at vainer Gujarat and Set
up the power plant near the steel complex in hazira the construction business helped the
group build most of its business assets ESSAR also entered the GSM (telephones
business establishing India s first mobile phone service in Delhi ( brander ESSAR call
phone ) with Swiss PTT as the joint venture partner

The 21st century for the ESSAR group has been all about consolidating and
growing the "0 business with M&AS new revenue streams and strategic geographical
expansion. The ESSAR group is a diversified business corporation with a balanced
portfolio of asset the manufacturing and service sectors of steel Energy power
communication shipping worts & logistics and projects. ESSAR

it gas presence in more then 15 country worldwide.

With a firm foothold in India the ESSAR group gas been focusing on
global expansion project and investment in Europe, North America the
Caribbean Africa the
Middle ESSAR "40 and south East Asia invested in the commodity annuity
and of services businesses .Forward and backward integration, an well as
the use state-of-the- art technology and in house search and innovation have
made Essay a leading player in each of its businesses.
 1. Steelmaking technologies

Steel is a class of malleable alloys made up of iron and carbon (less than 2%), plus
some other additives in small amounts (with proportions ranging widely from less than
1% for low alloy steels to more than 10% in the case of stainless steel or special steels
for tools). Thus,there are many grades of steel (more than 3500) differing in
composition and physical and chemical properties (Fenton 2005). Steel is one of the
most important materials in theworld, with applications in virtually allconstruction,
manufacturing, and engineering-relatedfields. Steel is produced by melting iron (in
form of pellets, sinter, or DRI) and reducing its content of carbon down to the desired
level. There are two basic production methods that account for most of the production
(Worldsteel 2008):

primary steelmaking (~72% of the global production),

— secondary steelmaking (~28% of the global production) (Worldsteel 2010).
Within the primary methods there are four possible production routes available at
industrial scale, depending on the equipment used and on the region considered
(Worldsteel
2010; Yellishetty, Ranjith, Tharumarajah 2010):
— a combination of a blast furnace (BF) with a basic oxygen furnace (BOF) (which
accounts for ~64% of the world total production),
— a blast furnace with an open hearth furnace (OHF) (~1% of the global total),
— a direct reduction unit (DR) with an electric arc furnace (EAF) (~6% of the world
total),
— a smelting reduction unit (SR) with a basic oxygen furnace (less than 1% of the
world
total).
Primary steelmaking involves up to four major steps which require large facilities:
 Mining And Preparation Of Raw Materials,
 Iron Production,
 Steel Production,
 Casting, Rolling And Finishing.
The main raw materials are iron ore, coal, limestone, scrap and energy. Approximately
95% of the energy input consists of solid fuels (mainly coal), ~3% of gaseous fuels,
and ~2% of liquid fuels; electricity input is much smaller (Worldsteel 2008).
The secondary method produces steel by recycling used steel products and ferrous
scrap in electric arc furnaces. Secondary steelmaking usually involves stages 3 and 4.
The main inputs are scrap and electricity.

1.2 Mining and preparation of raw materials

The first step to produce steel by means of a primary steelmaking method consists of
the mining and preparation of raw materials. The most important raw materials are
iron ore, coke, limestone, and ferrous scrap. Iron ore is mostly obtained from open cast
mines, then crushed and concentrated into pellets (small iron ore balls) or sinter (iron
ore lumps baked with coke or coal). Iron ore is mined in about 50 countries, the
majority originating fromBrazil, Australia, China, India, the US and Russia. Australia
and Brazil accounting together for about one third of total world exports (Worldsteel
2010). Iron mines are often remote from steel mills, so iron ore needs to be transported
by rail to dedicated port terminals, and then shipped in bulk carriers to steel producing locations
(Yellishetty, Ranjith, Tharumarajah 2010).

Coking coal is mined from open cast or underground mines, washed, and converted
into coke (almost pure carbon resulting from conversion of coal without oxygen at
high temperatures). The quality of the coking coal, or rather a specific mixture of
selected coals, directly influences the final coke quality. In fact the coke quality is
more dependent on the coal mixture than on the coke production technology. As a
result, prices of selected coking coals (premium hard, hard) are significantly higher
than prices of semi-soft coals (even by 30–50%). Coke producers are usually located
in the steel producing regions. In 2007 the Asian countries produced 406.5Mt of coke
out of the world total 554.2Mt, with China being the biggest producer (329 Mt of coke
(recalculated for dry coke)). Poland and Germany are the main EU coke producing
countries with annual production of 10.3 Mt and 8.10 Mt respectively (Ozga-Blaschke
2010).

Scrap iron consists of steel and ferrous products at the end of their lifetime (obsolete
scrap), steel discarded during the manufacturing processes (prompt scrap: by sector,
steel recovery rates can be estimated at 85% for construction, 85% for the automotive
industry, 90% for manufacturing of machinery, and 50% for electrical appliances), or
any scrap generated within the steel industry and immediately fed back into the
steelmaking process (home scrap). The availability of home and prompt scrap is
related to current production levels, while the levels of obsolete scrap depends on past
steel production, average product lifetimes, and recycling rates (Worldsteel 2011).
Limestone is used in the furnaces to form slag (a by-product resulting from impurities
and non-metallic inclusions into the steelmaking processes, which may be used in the
production of concrete in combination with Portland cement). Other additives like
metals, plastics and heavy oil may be used in the different production phases.
Steel Markets
Steel Markets

Demand

Steel consumption is commonly linked to GDP per capita levels through the so-
calledsteel intensity, which can be described as a function that, although depends on
the country considered, usually follows an inverse U-shaped curve (Mannaerts 2000;
van Vuuren,
Fig. 3. Typical steel intensity curve with respect to GDP per capita
Rys. 3. Typowa krzywa konsumpcji stali w zale¿nooeci od PKB na mieszkañca

Strengers, de Vries 1999). That shape can be explained by the overlapping of three
different effects in the requirements of steel produced by:
 changes due to the economic transition from agriculture-manufacturing and
building- -services,
 changes due to substitution by competing materials,
 changes due to technological developments – developing countries would be by
the left side of the curve, while developed countries would be by the peak or the
right side.
Steel products are used for a wide range of applications in which there is not a suitable
alternative, such as buildings and infrastructure,machinery and equipment, tools,
appliances, weaponry, and ships and vehicles. Around 25% of the steel products are
shipped to service
centres and distributors, 22% are consumed by the construction sector, 15% by
automakers and vehiclemanufacturers, 3% are used for the production of packaging,
and the rest (around 35%) is used mainly for other industrial applications or traded
(Fenton 2005). Not only steel products have commercial applications, for instance slag
is used for manufacturing asphaltic aggregates, clinker and concrete, cement additives,
railroad ballast or road bases.
The world average consumption of steel products amounted to 178.9 kg per capita in
2009 (see Table 3). The consumption per capita is significantly higher in developed
areas
(240.7 kg in the European Union) than in developing regions (e.g. 42.1 kg in Africa).
Continuous cast steel output in 2009 was 1149.3 Mt, i.e, almost 94% of crude steel
output. The difference between crude steel output and cast steel output accounts for
home
scrap output. By region, the highest apparent consumption (i.e., the
 result of adding

Indian is the only country world over to post a position overall growth include

steel production 1.01 percent for the January march period of 2009.th ,,recovery in steel

production on has been added by the improved sales .. performance of steel companies.

According to a report from Barclays capital china and India are going to provide

the impetus for steel demand for the next few year.

PRODUCTION :

Steel production grew at 1.2 percent in the January mar, quarter of 2008-2009

over the same period last year .the fourth quarter saw .,-most of the large steel companies

such as SAIL, TATA, S TEEL,E S SAMS .

The national steel policy has a largest for taking steel production up to 110 metric

ton by 2019-20 none the less with the current rates of the ongoing greet field and brown

field projects the steel has projected Indian steel capacity is expected to touch

124.09 metric ton by 2011-12 infact based on status of memoranda of understanding

(MOUs) signed by the private produce) w4dwith the various state government .Indian's

steel capacity is likel

CONSUMPTION :

India is the fifth largest consumer of steel in the world. It consumes about 1.

million metric ton of stainless steel a year with around 70%accounting for %% kitchen

wave. However it's used in railway coaches' wagong, airport, hotels, and retail stores is

growing immensely .demand for steel in India is likely to grow at around 13% against
 the global average of 6-7% steel consumption grew at 3.8% in Jan –march quarter of year

2009-10 over the same period last year.

A credit Suisse group study state that Indian's steel consumption will continue to

grow by 17% annually till 2012,filled by demand for consumption of steel is huge, given

that per capita steel consumption is only 40kg compare to 150kg across the world and

250kg in china.

EXPORT:

Out of India's annual iron ore production of more then 200 metric ton about 50%

is export.

Iron ore export increased 18% to 12 metric ton in 2009 from 10.8 metric ton some

month a year ago. Owing to a moderate revival in demand from Chines steel producers,

as per the latest data compiled a group of top Indian mining firms. Earlier according to a

study with the rise in demand for steel in china. woo India's iron ore products went up by

38% to reach 13.6 metric ton in dec 200' Around 50-60% of India of iron is export to

china..India's export during April –December 2008 were 64.4 metric ton. The

Government has reduced export duty on iron ore lumps from 15%.which has

liven a further flip to export.

INVESTMENT:

A host of steel companies has lined up major investment proposa ft*Further more,

with an expanding consumer market, the Indian steel industry likely to receive huge

domestic and foreign investment. According to investment commission of India

ivestment of over used 30 billion in steel are the pipeline over the next 5 year.
G0VERMENT INITIVE

The government has construction which will give a flit to the steel sector

removed full exemption of custom duty on 'Nindustries and agricultural commodities

.iron and steel product pig iron , spi egersies, semi –finished products flat products and

long products over now subject to a basic custom duty of 5 percent.

The Indian government billion plans to invest over USD 350 biin industries

related to infrastructure and

ROAD AHE :

While the demand for steel continue to grow in traditional sector such as

infrastructure construction housing automotive steel tubes and pipes consumer durable

packaging and ground

Transportation specialized steel will be increasingly used in hi –tech

-ngineering industries such as power generation petrochemical

Fertilizers etc the new airport and railway metro project will require a large

amount of stainless steel.

The five Value propositions of Essar Steelhypermart are:

1. Trust of Essar Quality

2. Immediate Delivery

3. Transparent Pricing

4. Easy Contactability
5. Pan-India presence

Welcome to a whole new way of buying steel.

PRODUCT LINE
 PRODUCT LINE

Essar steel products are world-class meeting the highest international standards.

The company's extensive marketing network and after sales service ensure
HOT ROLLED PRODUCTS

COLD ROLLED PRODUCTS

GALVANISED PRODUCTS
 HOT ROLLED PRODUCTS-COILS

Essar steel’s produces the finest quality of hot rolled coils in raw as well as No pickled

and oiled form.

Used for:

• Transport Industry
• Welded steel tubes and pipes

• Cold-rolling and drawing

• Line pipe

• Corrosion resistance

• Boiler quality plates

• Tin mill black plate

• Pressure vessels
 HOT ROLLED PRODUCT -PLATES

Essar steel's high precision shearing line (SMS-USA) produces top quality steel

plates that meet demanding international standards.essar steel is the only Indian company

to receive the prestigious TUV Rhineland certificate for quality plates.

Essar caters to the plates demand form the following broad market segments.

Used for
• Boiler & pressure vessels

• Ship building

• Railways

• Heat Exchangers

• Oil & petrochemicals

• Coal & mining

• General & heavy engineering

 HOT ROLLED PRODUCTS — SHOT BLASTED AND PRIMED

Shot blasted and printed steel from essar offer the cleanest surfaces a] a

comprehensive environment ronment protection to its steel. The ideal steel fi use in

extreme applications shot blasted and painted steel from essar India's first ever in its

category.
Used for

• Welded beams

• Ship building

• Bridge girders

• Component fabrications
 COLD ROLLED PRODUCTS

Hot rolled coils from Essar Steel are used to produce cold rolled products in the

coils/ plates and sheets form. A smoother surface finish, improved tensile strength, and

customized product thickness can be achieved through cold rolling.

Used for

 Automotive Body & Components

 Drums & Barrels

 White Goods

 Furniture & Office Equipment

 General Engineering Application

RANGE:

 Type: Cold Rolled Closed Annealed (CRCA)/Cold Rolled Fu Hard (CRFH)

 Width: 600 mm - 1525 mm/23.6311- 60.04"

 Thickness: 0.14 mm - 3.175 mm/0.0055" 0.125"

 Surface Finish: Matte, Bright, Dull

 Finishing Facilities: Slitting

SL I : Width-25 mm-1515 mm/0.98” - 59.65"

SL 2 : Width - 600 mm - 1525 mm/23.62"- 60.04"

SH 1 : Length - 600 mm/23.62" - 188.97"

NEW PRODUT COLD ROLLED :

Cold-rolled steel coil /sheet/strip Cold-rolled stee coil: we produce all kinds of

specifications cold rolled steel coil,steel strip,steel sheet....

Cold-rolled steel coil Cold-rolled steel coil -- competitive price and various

specification cold-rolled steel coil....

Hot dipped galvanized steel We have three hot dipped galvanized steel product lines

which can produce high quality and much steel coil....

 GALVANIZED PRODUCTS

Essar Steel now offers the best of breed galvanized products with the

highest level of customization. The products are available in the widest

range of surface finishes, thickness and corrugation levels.

Used for:
• Construction

• Corrugated Sheets

• Agriculture Equipment

• Automotive Applications

• General Engineering Applications

Range:

• Type : Galvanized Plain (GP)/Galvanized Corrugated (GC)

• Width : 600 mm - 1370 mm/23.6211- 53.94"

• Thickness : (BMT) 0.14 mm - 3.175 mm/0.0055" - 0.125"

• Zinc : Coating 80 - 600 GSM

• Surface Finish: Regular Minimised Spangle, Zero Spangle

• Finishing Facilities: Skin Pass, tension Leveler, Corrugation Width -

upta 1250 mm/49.21"

 Corrugation: Thickness - upto 1 mm/0.04"ss Length - upto 4800

mm/189”

Galvanized Products:

• Galvanized steel coil Galvanized steel coil with high quality,

reasonable price ,on time delivery and good after service....

• Galvanized steel coil Galvanized steel coil can be used in

construction, electrical appliances, transportation, agricultural

equipment, furnit...

• Pre-painted galvanized steel coil Pre-painted galvanized steel

coil !Is superior resistance against environment heat resistance,

corrosion resistance, humid...

GALVANIZED CORRUGATED SONA SHEETS

Essar sona galvanized corrugated sheet is now offers the best of breed galvanized

a4 products with the highest level of customization. Sona G.C. sheet yet another

oreakthrough in roofing solution from the trusted house of essay steel. And here's list

features that only assert our superiority over other brands. After all every home need a

strong foundation and an even stronger roof.

 The G.C sheet come with zinc coating with thickness of 120gsm (grams per

square meter) lending it greater durability.sona G.C sheet exhibit better brightness that

makes Nome beautiful and cheerful .a feature not to be seen in other G.C sheet.

Sona G.C sheet are uniformly coated so corrosion find no weak spat even when

fixing ft* nuts & bolts and better coating adherence protects the sheet from scratches and

other me damages.

Essar sona G.C sheet are stronger then other G.C sheet by an amazing 5% test it

to believe it.
 SIZE: ESSAR SONS G.C SHEET

Available Thickness:

.16, .18, .20., 22., .2 5, .30, .35, .40, .45, .50, .60, .8 0 m m.

Available Width:
760mm, 800mm, 910 mm, 1200mm

Available Length

2440mm, 3050mm, 3660mm, 4270mm, 4640min

HAZIRA STEEL COMPLEX

This highly integrated and modern complex consists of the following

manufacturing Tacilities.,

HOT BRIQUETTED IRON PLANT

ESSAR Steel operates the world's largest gas-based hot briquetted iron (HBI)

plant with a production capacity of 5.1 "to million tonne per annum (MTPA). The plant
 uses state-of-the-art technology, which. ensures high quality raw material for the steel

plant. Essar Steel is one of the world's lowest cost producers of HBI on a per tonne basis.

The plant is supported by a captive power plant of 32MW, which operates at 100%

capacity.

 Salient features of Essar Steel's HBI plant

 World's largest gas based HBI plant

 Amongst the lowest per- markets tonne operating costs

 Consistently operating at high capacity

 Established customer base in both domestic and export

Hot Rolled Coils

Essar Steel is the largest steel producer in western India, with a current capacity

of 4.6 MTPA at Hazira, Gujarat, and plans to increase this to 9 MTPA. The Indian

operations also include an 8 MTPA beneficiation plant at Bailadilla, Chattisgarh, and an

8 MTPA pellet complex at Visakhapatnam.

 The complex also houses the steel plant. and the 1.4 MTPA cold rolling complex.

The steel complex has a complete infrastructure setup, including a captive port, lime plant

and oxygen plant.

The dedicated infrastructure of Hazira Complex includes an independent water

supply, power, lime & oxygen plant, a township and a captive port that can handle up to

6 MTPA of cargo, with modern handling equipment including barges and floating cranes.
Process Flow: Hazira Steel Complex
 Cold Rolled I Galvanised Coils & Sheets I SONG GC Sheets
Hot Rolled Products
 Essay Steel produces the finest quality of 24 carat Hot Rolled steel in India . Since

its introduction, Essar's Hot Rolled steel continues to be a critical input for highly

demanding applications. Essar's Hot Rolled Products are available in plates, sheets and

coil form.

Application
General Engineering, Automobiles, Infrastructure, Oil and Gas pipelines, Line

Pipes etc.

Specification and Dimensions

Thickness: 1.6mm - 20mm

Width: 1250mm -- 2000mm

Length: 2500mm - 8000mm

Cold Rolled I Galvanised Coils & Sheets SOMA GC Sheets

Chequered Plates
 Essay's 24 carat steel Chequered Plates are high- friction plates ensuring

maximum skid-resistance.

These plates are available in tear trop pattern with a maximum bead height of

1.2mm.

Application

Multiple uses in flooring, grating over closed gutter/culvert and structural

functions.

Specification and Dimensions

Thickness: 3mm - 8mm

Width: 1250mm

Length : 5000 mm

Cold Rolled I Galvanised Coils 0& Sheets SOMA GC Sheets

Shot Blasted Plates

Essay Steel's 24 carat Shot Blasted and Primed Plates are not only

environmentally-friendly, but can also be directly used to save time and cut costs. They

are highly weather- resistant and are available in Red Oxide or Zinc Silicate Primer

coating.

Application

Ship and barge building, pre-fabricated buildings, construction and railway

wagons.
Specification and Dimensions

Thickness: 8mm 12mm

Width: 1500mm

Length: 6300mm
ANATOMY OF WORLD
“PROJECT”
 ANATOMY OF WORLD “PROJECT”

Each alphabet of project itself has common meaning. It is necessary

to know the basic sense of the word before going in to project work.

P for Planning
It is technique of looking ahead a constructive reviewing of future

need so that present action can be adjust in view of the established goods. It

is necessary for the arrangement of resources.

R for resource
These are helpful in promoting and functioning of planning.

Resources are the material tangible or intangible which are required for

fulfillment of work.
0 for Overhead expenses
These are the expenses of planning and activities. Expenses are

incurred on functioning of task are called overhead expenses.

J for Joint efforts

'These are required and must in order to complete any project

successfully, A better completion can be achieved by joint and total efforts

of all the persons engaged in the work,

E for engineering

This lead to step-by--step construction of plans so that it will be easier

to formulate the plans into action.

C for construction

Refers to converting of plans into action. Actual work should be done

to convert the plans into a productive and meaningful work.

T for Techniques

These are need for the successful and better completion of task.

Every task re--certain technique of work to be completed.

ESSAR’S CONDITION IN DOMESTIC &
INTERNATIONAL MARKET
 Essar’s Condition in Domestic & International Market

Domestic

Essar Steel's complex at Hazira, Gujarat, India is ideally located to serve major

domestic markets. Its location in Western India places it close to the highly industrialised

western region of India, home to the bulk of the demand for hot rolled steel flat products,

Major cold rolling mills and galvanizing mills, along with a host of other industries

including the automobile sector, oil and refinery installations, white

goods, general engineering, pipes and tubes are located in this region.
  Essar operates the widest Hot Strip Mill (HSM) in India (2000 mm)

 Houses the only mill in India offering skin pass material for high end steel

applications

 Cold Rolling Mill is strategically located adjacent to the Hot Strip Mill, yielding

significant competitive advantage,

There are certain customised lots and manufacture dimensions that only Essar

can produce to world--class quality standards. It has successfully replaced the high-

value, high-quality imports for cold rolling grades in the country and currently enjoys a

healthy market share, Essar's quality in boiler, API, corrosion resistant and pressure

vessel grades are well established in the domestic market.

INTERNATIONAL

Essar Steel is India's largest exporter of flat products and it exports about half its

production to the demanding Western markets as well as to the growth markets of Asia

and the Middle East,

 Essar Steel is a significant force in international markets and is recognised the

world over as a supplier of high-value hot rolled steel coils. Essay's varied range of

products, matches international delivery schedules as well as the quality and pricing

parameters.

The emphasis on value-added grades like line pipe grades, LPG grades, high

tensile grades, CORTEN and cold rolling grades make Essar a versatile steel

manufacturer-, With customised lots

and manufacture dimensions only Essar can produce, the company has a distinct

advantage in the international markets. Catering to quality conscious niches, Essar Steel

competes against top-of--the-league foreign steel producers. For example, its API

standard steel and low sulphur steel is made only by a few world-class manufacturers.

Essar is constantly developing new segments in overseas markets such as:

 HSLA grades for pre-fabricated structures

 American Petroleum Institute grade steel for gas pipe lines

 Wide width coils for cold rolling and general engineering applications

 11 Thinner and thicker gauge Galvanised

ADVERTISING
AND
BRANDING
 ADVERTISING & BRANDING INDUSTRY OVERVIEW

See the complete list of trends that we analyze.

1) Introduction to the Advertising and Branding ilft* Industry

Advertising in the wasG1 about Z) 0-).1 billion in 2008, according to

experts at Universal McCann, an Interpublic company

(www.universalmccann.com). This includes national advertising, which

was estimated at $193.0 billion, plus local advertising such as local TV and

local newspapers. Worldwide advertising revenues were about $653.9

billion in 2008, again according to Universal McCann.

 Among the best growth areas in advertising in recent years have been

advertising on mobile devices, advertising on movie screens and advertising

online. Researchers at Gartner projected mobile advertising to grow to $2.7

billion in 2008 on a worldwide basis, up from $1.7 billion a year earlier. The

Cinema Advertising Council estimates that 82% of America's 38,794

cinema screens accept advertising, and that this sector grew 18.5% in 2007

to $539.9 million. GroupM, a unit of global advertising agency giant WPP,

estimates that global advertising on the Internet was $54 billion in 2008, and

will grow 10% in 2009 to $59 billion.

Elsewhere for 2009, all indications point to a decline in advertising

expenditures in most sectors. Newspapers are suffering the largest declines

in advertising, while radio, TV, magazine and outdoor advertising are all

very soft at best.

Advertisers of nearly all types have cut their budgets dramatically.

Immense cuts in advertising by automobile and financial services companies

have been especially hard on the advertising and media industry. Media

firms are responding by cutting ad rates in many cases, while cutting their

own operating costs where possible.

Estimates of size, scope and growth of advertising markets vary

from one source to another. GroupM forecasts a 3.2% drop in U.S. national

advertising to $156.8 billion for 2009, while Publicis Group's media

experts at its ZenithOptimedia unit expect that number to drop 6.2% to

1.61.8. (These numbers do not include local advertising.) GroupM projects

a 0.2% decline in total global advertising for 2009, including positive growth

in Latin America (+8.1%), Asia-Pacific (+4.2%) and the Middle East/Africa

(+8.7%).

Advertising is irrevocably linked to media, whether traditional media

like the 1.4,411 radio stations in Arnerica (about $19.5 billion in annual

revenues), the 3,115 broadcast TV stations plus myriad cable and satellite

TV outlets (totaling about $71.6 billion in advertising revenues), the 2,329

daily and Sunday newspapers (about --,38.8 billion in annual advertising

revenues) or new media like the tens of Internet magazines, at about $23-1

billion in U.S. advertising revenues; and outdoor advertising, at about $7

billion in the U.S. In addition, there is significant activity in specialty and

alternative advertising, everything from ball point pens printed with a

message to t-shirts to small airplanes towing advertising banners. Branding,

marketing and public relations activities and services generate billions more

in revenues.

Advertisers are faced with daunting new realities when considering

the various media they might use to get their messages across. Traditional

media are losing control over their audiences. That means that advertisers

can no longer feel secure that their ads on TV, on the radio or in print are
going to receive mindshare. Gone are the days when television and radio

programmers enjoyed captive audiences who happily sat through ad after

ad, or planned their schedules around favorite shows. Consumers, especially

consumers in younger demographics, now demand more and more control

over what they watch, read and listen to, and thus more control over the

advertising they might be exposed to.

Issues and Options Related to Control and Pricing of

Entertainment Content:

 Free, advertising-supported content versus paid content

 Illegal downloads of content versus authorized downloads

 Paid one-time downloads of content for permanent use, versus one

time pay-per-view, versus continuing subscription required to view

 Portability (including the ability for a consumer to download once,

and then use a file on multiple platforms and devices including 1Pods)

Delayed viewing or listening (such as Video-on-Demand, or viewing

TV programming at the consumer's convenience via TiVo)

 Nonetheless, for advertisers willing to adapt to today's rapidly

evolving environment, there is good news. Effective advertising today

targets consumers based on things they are passionate about, rather than

simply their age or income bracket. That is, the increasing range of niche

media now available enables carefully crafted messages to be designed for

and delivered to specific consumer "passionate interest groups." For

example, consumers who read Bon Appetit magazine (gourmet food

coverage), watch the Food Channel on cable TV and hold Platinum

American Express cards are likely to respond to messages that are centered

on dining and entertaining well. Obviously, a niche campaign could be

created around direct mail to these upscale credit card holders, combined

with print ads in the magazine and cable TV ads on the Food Channel. This

is a target marketer's dream come true. The product might be fine wines or

Viking ranges, but it could just as easily be ads featuring Lexus luxury

automobiles shown being used to bring home gourmet food ingredients,

drive to a gourmet restaurant or arrive at the Aspen Food Festival. The

campaign might be topped off with special ads or an online contest on the

Epicurious gourmet foods web site (www.epicurious.com) and links to

special offers, contests, how-to-cook streaming video demonstrations or

useful news on the advertiser's own web site.

 Blogs, podcasting, cable TV programming on-demand, mobile

phone-based news and entertainment programming, satellite radio and

online social networks are booming. Never in history have there been so

many unique opportunities for targeted marketing based on consumers'

tastes, interests, special needs and passions. In act , asking consumers to

respond by going to a specific web site page may finally make advertising

truly trackable and results-based—long the holy grail of marketers.

Cutting-edge cable TV technology makes television advertising

directed at specific neighborhoods possible for the first time—a boon to

advertising by local retailers, local services and political candidates.

Interactive television services are growing rapidly, leading to new

opportunities for direct-selling via TV. With interactive cable TV,

subscribers can order movies on demand and other unique services. They

also have the ability, to respond to direct sales offers via their cable systems.

For example, viewers watching a pay-per-view music concert may be able

to order souvenirs such as t-shirts via interactive cable. Cable TV offers

another unique advantage to direct sellers and other advertisers. Since the

cable system knows the address of the cable subscriber, that address

information can be matched against demographic databases to create a

unique profile of the subscriber based on likely household income,

value and size of the home and other data. Ads displayed by the cable system

can then be custom tailored to match the viewer's profile.

Frankly, the use of ads that are intensely targeted to "passion interest

groups" is long past-due. By one count, Americans are subjected to 3,000

commercial messages daily—most of which, such as billboards, occur

randomly. A study by Yankelovich Partners found that two-thirds of

Americans feel "constantly bombarded" by ads and nearly as many

respondents felt that these ads have little or no relevance to them.

The competition among enterainment delivery platforms has

intensified. Satellite radio delivery of subscription -based music and talk

programming has reached 19 million subscribers at Sirius XM.

Telecommunications companies such as AT&T (formerly known as SBC

Communications) are now delivering television programming to the home

via telephone wires, battling cable and satellite TV firms for market share.

Millions of cell phone owners are subscribing to mobile video, enabling

them to watch news, entertainment and sports on color cell phone screens.

Internet Users Fuel Alternative Online Advertising Opportunities:

 Active, at-Home U.S. Internet Users (December 2008): 260 million

  U.S. Broadband Internet Connections (December 2008, home and

business): 145 million

 Worldwide Internet Users (December 2008): 1.6 billion

Source: Plunkett Research, Ltd. estimates

Today, elect;-onic offerings such as DVDs, digital video recorders

(DVRs), video-on-demand (VOD) and MP3 players have vastly altered the

way consumers enjoy entertainment. People watch and listen according to

their own desires and whims. Miss the finale to a favorite television show?

Rent or buy it on DVD, or record it to watch later. Interested in only one

track from a recording artist's new CD? Buy and download just the one song

via the Internet at i'Tunes. Love a prime-time drama on a major network but

hate commercials? Record the show while ignoring the commercials with a

DVR.

The implications of these changes are staggering. The business

models upon which most media have traditionally run are becoming

obsolete. Revenue from advertisers is in jeopardy at traditional , while

advertising at new media, including online, is soaring. Television

programming schedules are losing relevance while electronic program

guides are becoming more and more vital. Media companies and the
advertisers that rely on them are being forced to radically change to deal

with new technologies and new demands from consumers.

Rapid changes in viewing habits are already occurring. Network TV

news, radio news and newspapers all find that they have to compete fiercely

against Internet-based news content. A large portion of sports programming

has migrated away from "free" broadcasts on TV and onto paid cable

channels and pay-per-view systems.

Meanwhile, media platforms and ad delivery are evolving quickly.

Multipurpose cell phones are now used for more and. more entertainment

purposes. Game machines are going multipurpose with the ability to connect

to the Internet and play DVDs. Broadband to the home has grown to vast,

mass-market numbers, while high-speed wireless connections are enhancing

the use of entertainment and media on the go. A serious evolution of access

speeds and delivery methods will continue at a rapid- fire pace, and media

companies will be forced to be more nimble than ever.

Globally, more and more households are gaining access to the

Internet, creating even more opportunities for online advertising. At the

same time, millions of people are signing up for cell phone service for the

first time, and many of those new cell phones have color screens capable

of displaying entertainment and advertising.

 In magazine publishing, some niche publications have been

enjoying high advertising page counts. Fashion magazines and bride's

magazines, for example, remain robust. However, news magazines,

business magazines and other broad interest publications are losing

advertising clients to online and cable TV media, and are becoming

thinner than ever. Newspapers arefindingit increasingly difficult to

compete against Internet news and advertising delivery rivals. In 2008 and

2009, therewere significant closings of major newspapers in the U.S., such

as the Denver area's Rocky Mountain News. The Seattle Post only, in March

2009, after slashing the size of its news staff. and frequency of Other

newspapers have reduced L the size printed publication. The

Detroit Free Press put an end to daily home delivery. Classified ads are

migrating quickly to web sites such as Craigslist.com. Traditional radio

broadcasting is suffering also, finding it increasingly difficult to gather

listeners for advertising-based radio programming due to such alternatives

as satellite radio and MP3 players. Intelligences stopped making printed

editions and went online

On a brighter note, advertising, long the main revenue source for

much of the media industry, is supporting an entirely new industry: paid

Internet search. Google, Yahoo!, AOL and other U.S. Internet sites
generated more than $25 billion in online advertising revenues in 2008

alone.
 OBJECTIVES OF THE STUDY

 To enhance the knowledge about ESSAR Steel.

 To enhance the sale of Promotion.

 Brand Image.

 To find out the reason behind the non-response of customers.

 To find out the factors affecting consumer behavior in home applianc

 RESEARCH METHODOLOGY

Research in common parlance refers to knowledge. One can also define

Research as a sciencetific and systematic search for pertinent information

on a specific topic.

Research Methodology is concerned with the procedure followed to accomplish

the task.

 METHOD FOR COLLECTION OF DATA

 Secondary Data was collected with the help of SAIL employees, from

website, from branch office etc.

 Primary Data:-Questionnaire was used for research study was self

developed

 Data Collection from dealer and customer

 Data processes

 Data analysis to reach conclusion

RESEARCH PROCESS
 RESEARCH DESIGN

The first stage of marketing research calls for developing the most efficient plan

for getting need to know the cost of the research plan before approving it. Design research

approaches instrument and sampling plan.

DATA ROURCE

The research can gather secondary data primary data both.

PRIMARY DATA:

Primary data are gathered for specific purpose or for a specific research project.

It is very important to know that when the needed data do exit or are dated inaccurate or

unreliable the researcher will have to collect Primary data. Most marketing research

project involves some Primary data collection.

SECONDARY DATA:

Secondary data are data that were collected for another purpose and already

somewhere.

Researcher usually starts their investigation by examining Secondary data to see

whether their problems can be partly or wholly solved without collection costly primary

data.

I this project I have collected primary & secondary data.

Primary data: Questionnaire was used for research study was self developed.

Data was collected from dealer and later was processed and analyzed to reach conclusion.

collecting data through survey.

Secondary data: Secondary Data was collected with the help of SAIL employees

from website, from branch office Lucknow etc. collecting data from company net &

books
PLACE MARKETING RESEARCH

The research was conducted in various of Bara Banki , Bindki Sitapur.

Research approaches: primary data can be collected in 3 ways through.

 Focus groups

 Survey research

 Behavioral data

Research Instruments:

There is mainly one types of research instrument for collecting primary data.

 Questionnaires

But in my study I need only questionnaires instruments for collecting primary

data.

SAIL is India's largest steel producer with a turnover of Rs. 40,551 crore in 2009-

10 It operates and owns five integrated steel plants at Bhilai, Durgapur, Bokaro, Rourkela

and Burnpur and three specialty steel plants at Salem, Durgapur and Bhadravati. A

subsidiary at Chandrapur produces ferro alloys. It is one of the Largest Producer of Iron

Ore in India with 23.-MT productions in the year 09-10. SAII countrywide network

comprist 37 Branch Sales Offices, 67 Warehouses, 26 Customer Contact Offices. With

total number of dealers reaching 2500, SAIL has its presence in almost all districts of the

country. To develop new technology for the steel industry and achieve world standards

in quality, SAIL has a well equipped (Research & Development centre for Iron &steel at

Ranchi. Besides, it has its in house Centre for Engineering & Technology, the

management Training Institute and Safety Organization at Ranchi. The company is

presently implementing a massive expansion

plan to increase its hot metal crude steel and saleable steel production. The ongoing

expansion has beer planned to achieve saleable steel production of 20.23 million tones

at a cost of Rs. 37,000 crore (USD 8 billion) approximately by 2012.

SAIL has successfully planted seeds of promise, strengthening the nation and

touching the lives of millions as largest steel producer of the country. SAIL has been

fulfilling responsibilities that came with it.

 DATA
ANALYSIS

1. Do you know about the Essar steel?

Yes 35.2%

No. 65.8%
2. Who according to you are the major competitors operating in
your area?

35% TATA
20% National
15% ESSAR
30% Jindal

3. Which company’s product you are using right now?

\40% Use Tata GC sheet

20% use Jindal GC Sheet
30% use National GC
Sheet 10% use Essar GC Sheet
 CONCLUSIONS

CONCLUSIONS

During the project, I found that marketing research is the not an

easy task It needs hard work and proper guidance.
I have found so much information about G C Sheets in Retail any
office. I found that there is no awareness among the customer in rural
are only.
35% customer aware
65% not aware.
Customer using the GC sheet right now
40% Tata
20% Jindal
30% National only
10% Essar.
Factor behind the decline of sales
Low advertisement
Low awareness
The brand image of Essar steel is not very good in the eyes of
customer. I rural areas people are not aware the-Essar steel.
LMITATIONS
 LMITATIONS

1. It was highly expensive and time consuming.

2. The research is carried out on customers, dealers wholesaler retailers

etc. who are human beings. Human beings have a tendency to behave

artificially when they know that they are being observed.

3. Subjectivity is the main limitation of the study. It is very difficult to

verify the research results.

4. The projects generally took longer time. The time by which the

research results are presented market situation can undergo a change.

BIBLIOGRAPHY
 BIBLIOGRAPHY

I have benefited from scores of books and articles, for the purpose of

preparing this project report. The list of books, periodicals, and web sites

used for the purpose are mentioned as

BOOKS

 Marketing Management by PHILIP KOTLER

 Research Methodology by PANNEEARSELVUM

WEB SUPPORT

 www.goole.com

 www.godrej.com
QUESTIONNARIES
 QUESTIONNARIES

1. Do you know about the Essar steel?

(a) Know

(b) don't know

2. Are you use GC sheet?

(a) yes

(b) No

3. If any other company provide you the same product at lower rates
 irrespective of their composition will you switch over?

(a) Yes

(b) No.

4. Do you use any type of advertisement to attract the customer and

make them aware about your brand?

(a) Yes

(b) No

5. What is the brand image of your brand in your minds?

(a) Very good

(b) Good

(c) Average

(d) or they are not aware

6. According to you how o you think about the quality of your product

as compared to its competitors?

(a) Excellent

(b) Better

(c) Good

(d) Bad

(e) No comparison.
7. Are you satisfied with the rates at which you get the commodities?

(a) Very much satisfied

(b) Satisfied

(c) average satisfied

(d) Not satisfied.

8. Who according to you are the major competitors operating in your area

(a) TT

(b) S IL

(c) Essay

(d) Jindal