Topic

PROJECT REPORT ON MARKETING STRATEGIES AND P’S IN BOKARO STEEL PLANT

Presented BY : Pankaj Kumar Roll no- 40 MBA FM 3rd sem

COMPANY PROFILE
  

Incorporated in 1964 as a limited company. Collaboration with the Soviet Union. Merged with SAIL in 1978.


  

Country’s first swadeshi plant.
Production capacity of 13 MT. Future plans of increasing production to 17 MT. Brand Bokaro signifies assured quality.

Vision

To be a respected world class corporation and the leader in Indian steel business in quality, productivity, profitability and customer satisfaction.

Core Values
   

Customer Satisfaction Concern for People Consistent Profitability Commitment to Excellence

Role: I was given the role of observer by SAIL BSL. My role was to collect information about the strategies used by BSL to market its secondary products and also to understand the Marketing Mix of SAIL BSL, as a Management Trainee.
Responsibilities: During the period of this project my company (BSL) has given me so many responsibilities. They are as follows◦ Survey, ◦ Collection of data by preparing questionnaires, ◦ Analysis of the situation and Marketing Strategies & Marketing Mix ◦ Reporting to the officer

Objective of The Project
The main objective of field survey during the project was to find out the market mix of BSL-SAIL. The main objective of research was to identify the strategy which is being used in BSL-SAIL. Find out the problems that the dealer are facing while selling the BSL product. Find out the consumer response for the BSL product by asking the dealers of the relevant product. Presenting a detailed report on marketing strategies and marketing mix in BSL-SAIL.

Introduction to The Project
“MARKETING STRATEGIES AND P’S IN BOKARO STEEL PLANT”

Marketing Strategies Of SAIL Bokaro
It is very necessary to maintain customer relationship for profitability and smooth running of company. SAIL adopts following practices for customer satisfaction.  Procedure / process adapted to access current / future expectation of customers.  It induces market research visiting customer premises attending to customer complaints.  CMO has Market Management Group where specialists monitor changing demand pattern and development in each Market segment is carried on.

PRODUCT PROFILE

PRIME PRODUCTS

• • • • • • • • •

Hot Roll Coil, Plate, Sheet Cold Roll Coil, Plate, Sheet Galvanized Plain and Corrugated Sheet Tin Mill Black Plates Nitration Grade Benzene and Toluene Pitch Hot pressed Naphthalene Ammonium Sulphate Slag

SECONDARY PRODUCTS

PRICING
• • • • • •

Standing Pricing Committee:
GM (Utility), Chairman GM (Marketing), Convener DGM (Finance), member DGM (Sales Coordination), member DGM (Stores), member DGM (BPP), member

Point is to kept in mind While setting Price
• • • • Material in stock. Forecast of next month. General market condition. Availability of transport facility

PRICE OF BY PRODUCT DURING 2011-2012
ITEM
AMONIUM SULPHATE BENZENE ANTHEACENE OIL
40000 35000

PRICE
7500-8000/T 39000-40500/T 35000-40000/T

30000
25000 20000 15000 10000 5000 0 AMONIUM SULPHATE BENZENE ANTHEACENE OIL

PLACE
 Railway  Industries  There is little with SAIL in everybody life

PROMOTION
ADVERTISING POLICY Information is provided to various persons through advertising.

• • • •

Customers. Users. General Public or neutral persons. People who are related with the economic progress of the company

Public relation Department and sales co ordination Department of Bokaro Steel Plant looks after the advertising policy of Bokaro Steel Plant.

ADVERTISING AGENCIES USED
Mainly six advertising agency are used by bokaro steel plant • • • • • Continental advertising agency , Kolkata The international advertising agency , Kolkata Kavya communication pvt ltd , New Delhi Message advertising and designing , Patna Ranchi data system , Ranchi

Ridge advertising , Ranchi

Reseach Methodology Used !!!
Domain Marketing Deptt., Production Deptt, Research Unit of BSL

Sample Size Sample Unit

50 BSL ,SAIL(Business man Employee ,Customers)
Simple Random Sampling Primary & Secondary Sources Questionnaire, Bar Chart . Bar diagrams, Pie-charts and Doughnut graphs

Type of Sampling Data Sources Data Analysis Data Representation

ANALYSIS OF DATA
Use of Iron and steel in your life ----------•Extremely Important •Very Important •Somewhat important •Not very Important •Not at all Important.

Business with BSL ----------• • • • • Extremely Important Very Important Somewhat important Not very Important Not at all Important

Product quality of BSL-SAIL ----------• • • • • Excellent Very good Good Fair Poor

.

Price of the products are same as market price ---------Strongly disagree Disagree Neither agree nor Disagree Agree Strongly Agree

• • • • •

BSL-SAIL satisfy your needs and demands -----• • • • • Strongly disagree Disagree Neither agree nor Disagree Agree Strongly Agree

Data interpretation
• 30% of customer gives importance to price. So it shows that Indian consumers are very price sensitive. They give more importance to price over the brand. • 26% give importance to brand. So price and Brand matter a lots for the costumers. And they are also want best brand in best price.

• 19% to product feature Service 16% and durability 9% Service is also a big factor for the customer they are less interested in the durability.

CONCLUSIONS AND RECOMMENDATION
 Product Price is Higher.
 Increase the Production of Secondary & By product.

 BSL should Provide easy way of purchasing
 Bokaro steel plant should have to work on to provide better service for customers.  Since, majority of customers don’t register complain about the problem they faced , BSL should have to work on to improve confidence of customers on them

SUGGESTION

• • • • •

Modernization of the plant should be completed in less than a year.
Improvement in customer relationship management Continued monitoring of the market Customer service to be given prior importance Complaints should be attained properly Regular customer contact/interaction should be taking place.

“There Is A Little Bit Of Sail In Everybody’s Life”

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