4p's of bokaro steel

8/13/2019 4P's of Bokaro Steel

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PROJECT REPORT ONMARKETING STRATEGIES AND PS IN BOKARO

STEEL PLANT

Presented BY :Pankaj KumarRoll no- 40MBA FM 3rdsem

Topic


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COMPANY PROFILE

Incorporated in 1964 as a limited company.

Collaboration with the Soviet Union.

Merged with SAIL in 1978. Countrys first swadeshi plant.

Production capacity of 13 MT.

Future plans of increasing production to 17 MT.

Brand Bokaro signifies assured quality.


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Vision

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

Core Values Customer Satisfaction Concern for People

Consistent Profitability Commitment to Excellence


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Role: I was given the role of observer by SAIL BSL. Myrole was to collect information about the strategies used

by BSL to market its secondary products and also tounderstand the Marketing Mix of SAIL BSL, as aManagement Trainee.

Responsibilities: During the period of this project mycompany (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


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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.


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Introduction to The ProjectMARKETING STRATEGIES AND PS IN

BOKARO STEEL PLANT


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Marketing Strategies Of SAIL Bokaro

It is very necessary to maintain customer relationship forprofitability 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.


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PRODUCT PROFILE

PRIMEPRODUCTS

Hot Roll Coil, Plate, Sheet

Cold Roll Coil, Plate, Sheet

Galvanized Plain and Corrugated Sheet

Tin Mill Black Plates

SECONDARY

PRODUCTS

Nitration Grade Benzene and Toluene Pitch

Hot pressed Naphthalene

Ammonium Sulphate

Slag


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PRICINGStanding Pricing Committee:

GM (Utility), Chairman GM (Marketing), Convener

DGM (Finance), member

DGM (Sales Coordination), member

DGM (Stores), member

DGM (BPP), member

Material in stock.

Forecast of next month.

General market condition.

Availability of transport facility

Point is to kept in mind While setting Price


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ITEM PRICEAMONIUM SULPHATE 7500-8000/TBENZENE 39000-40500/TANTHEACENE OIL

35000-40000/T

PRICE OF BY PRODUCT DURING 2011-2012

0

5000

10000

15000

20000

25000

30000

35000

40000

AMONIUM SULPHATE BENZENE ANTHEACENE OIL


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PLACE

Railway

Industries

There is little with SAIL in everybody life


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PROMOTIONADVERTISING 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.


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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


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Reseach Methodology UsedDomain Marketing Deptt., Production Deptt,

Research Unit of BSL

Sample Size 50

Sample Unit BSL ,SAIL(Business man Employee

,Customers)

Type of Sampling Simple Random Sampling

Data SourcesPrimary & Secondary Sources

Data Analysis Questionnaire, Bar Chart .

Data

Representation

Bar diagrams, Pie-charts and Doughnut

graphs


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ANALYSIS OF DATAUse of I ron and steel in your l i fe -----------

Extremely Important

Very Important

Somewhat important

Not very Important

Not at all Important.


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Business with BSL ----------- Extremely Important

Very Important Somewhat important

Not very Important

Not at all Important


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Product quali ty of BSL-SAI L ----------- Excellent

Very good Good

Fair

Poor


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.Price of the products are same as market pr ice ---------- Strongly disagree

Disagree Neither agree nor Disagree

Agree

Strongly Agree


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BSL-SAI L satisfy your needs and demands ------

Strongly disagree

Disagree Neither agree nor Disagree

Agree

Strongly Agree


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30% of customer gives importance to price. So itshows that Indian consumers are very price sensitive.

They give more importance to price over the brand.

26% give importance to brand. So price and Brandmatter a lots for the costumers. And they are also

want best brand in best price.

19% to product feature Service 16% and durability9% Service is also a big factor for the customer they

are less interested in the durability.

Data interpretation


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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 dont register complain aboutthe problem they faced , BSL should have to work on to

improve confidence of customers on them


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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.


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There Is A Little Bit Of Sail In EverybodysLife

4p's of bokaro steel

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