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A

Project Report on

“CUSTOMER SATISFACTION OF ELECTROTHERM

FURNACES”

Submitted

In the partial fulfillment of the Degree of

MASTER OF BUSINESS ADMINISTRATION

Semester-III

By

Parth Patel

Submitted To:

Prof: Ravindra Parulekar Sir.

Indus Institute Of Technology & Engineering (IITE)

INDUS UNIVERSITY

Indus Campus, Vill. Rancharda, Via Thaltej, Ahmedabad – 382415E-mail [email protected]

Web: www.indusuni.ac.in/

Tele: +91-2764-260277 / 78 / 79



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Preface

MBA curriculum is designed in such a way that a student can grasp maximum knowledge

and can get practical exposure to the corporate world in minimum possible time. Business

schools of today realize the importance of practical knowledge over theoretical base.

The research report is important for the partial fulfillment of MBA curriculum and it

provides an opportunity to the researcher in understanding the industry with special

emphasis on the development of skills in analyzing and interpreting the practical

problems through the application of management theories and techniques. It is a new

platform of leaning through practical experience, which incorporates survey and

comparative analysis. It gives the learner the opportunity to relate the theory with the

practice, to test the validity and business situation.



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ACKOWLEDGEMENT

It gives me great satisfaction and pleasure in presenting the report of the project done by

me at Electrotherm (India) Ltd. I take this opportunity to thank all those without support

of whom I would not have been able to finish my work.

First and for most I M extremely grateful to Mr. Sundar Swami for sharing their

valuable time and experience with me throughout my research. And also thank to Mr.

Kalpesh chawda and Mr. Jaymin they constantly guided me and provided me the right

path to accomplish my goal.

I would also like to thank my project coordinator Prof. Ravindra Parulekar for

providing valuable inputs and suggestions to me throughout the project.

Last but not the least I am extremely thankful to the entire crew of Electrotherm for their

support and allowing me to carry forward my project at an esteemed place as

Electrotherm.



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TABLE OF CONTENT:

SR NO. PARTICULAR PAGE NO.

Executive Summary 6

CHAPTER : 1 INTRODUCTION

I Introduction And Importance Of The Project. 8

CHAPTER : 2 COMPANY PROFILE

II History 17

III Vision, Mission & Values. 19

IV Line Of Business. 23

V SWOT Analysis 24

VI Milestone 26

VII Present Product Range. 28

CHAPTER : 3 Research Methodology

VIII Method Of Research 38

IX Need For Study 40

X Objective Of Study 40

XI Limitation Of Study 41

INDEX



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CHAPTER : 4 Analysis

XII Analysis 42

XIII Limitation of the Project 52

VX Suggestion And Recommendation 52

CHAPTER : 5 Conclusion

XV Conclusion 54

Bibliography 55

Questionnaires 57



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Executive Summary

The project titled “customer satisfaction of Electrotherm furnace” Undertaken in

Electrotherm India Ltd. It is only Indian company with indigenously developed world

class technologies of global scale.

The project report is about, how customer satisfaction level is important dependent

variable for organisation to increase the business. This is considered as a necessary asset

of company. Customer satisfaction is depended on various independent variables like

price of equipment, power-consumption, and breakdown after sale service and

maintenance. My research is to find out the satisfaction level of customer who purchase

induction furnace from Electrotherm.

During first two week of my summer internship project I get information about product

range of furnaces. After that I move on research topic. I get list of sixty companies and I

have to conduct interview with owner of the company. For making survey possible I haveto feel up questionnaire form owner of company.

Analysis done from survey was, most of the customers are satisfied with the product.

Price and performance are main criteria for buying furnace. Market of Ahmedabad is

very price sensitive.



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CHAPTER: 1

INTRODUCTION



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INTRODUCTION AND IMPORTANCE OF THE PROJECT

Why Organizations Focus on Customer Satisfaction

Businesses monitor customer satisfaction in order to determine how to increase their

customer base, customer loyalty, revenue, profits, market share and survival. Although

greater profit is the primary driver, exemplary businesses focus on the customer and

his/her experience with the organization. They work to make their customers happy and

see customer satisfaction as the key to survival and profit. Customer satisfaction in turn

hinges on the quality and effects of their experiences and the goods or services they

receive.

Customer Satisfaction

The definition of customer satisfaction has been widely debated as organizations

increasingly attempt to measure it. Customer satisfaction can be experienced in a variety

of situations and connected to both goods and services. It is a highly personal assessment

that is greatly affected by customer expectations. Satisfaction also is based on the

customer’s experience of both contact with the organization (the “moment of truth” as it

is called in business literature) and personal outcomes. Some researchers define a

satisfied customer within the private sector as “one who receives significant added value”

to his/her bottom line—a definition that may apply just as well to public services.

Customer satisfaction differs depending on the situation and the product or service. A

customer may be satisfied with a product or service, an experience, a purchase decision, a

salesperson, store, service provider, or an attribute or any of these. Some researchers

completely avoid “satisfaction” as a measurement objective because it is “too fuzzy an

idea to serve as a meaningful benchmark.”4 Instead, they focus on the customer’s entireexperience with an organization or service contact and the detailed assessment of that

experience.

For example, reporting methods developed for health care patient surveys often ask

customers to rate their providers and experiences in response to detailed questions such



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as, “How well did your physicians keep you informed?” These surveys provide

“actionable” data that reveal obvious steps for improvement. Customer satisfaction is a

highly personal assessment that is greatly influenced by individual expectations.

Some definitions are based on the observation that customer satisfaction or dissatisfaction

results from either the confirmation or disconfirmation of individual expectations

regarding a service or product. To avoid difficulties stemming from the kaleidoscope of

customer expectations and differences, some experts urge companies to “concentrate on a

goal that’s more closely linked to customer equity.” Instead of asking whether customers

are satisfied, they encourage companies to determine how customers hold them

accountable Customer satisfaction, a business term, is a measure of how products and

services supplied by a company meet or surpass customer expectation. It is seen as a key

performance indicator within business.

Customer satisfaction depends on the product’s performance relative to a buyer’s

expectation, the customer is dissatisfied. If preference matches expectations, the customer

is satisfied. If preference is exceeds expectation, the customer is highly satisfied or

delighted outstanding marketing insurance companies go out of their way to keep their

customer satisfied. Satisfied customers make repeat purchases insurance products and tell

other about their good experiences with the product. The key is to match customer

expectations with company performance. Smart insurance company’s aim to delight

customers by promising only what they can deliver, then delivering more than the

promise. Consumers usually face a broad array of products and services that might satisfy

a given need. How do they choose among these many marketing makers offers?

Consumers make choices based on their perception of the value and satisfaction that

various products and services deliver.

Customer value is the difference between the values the customer gains from owning and

using a product and the costs of obtaining the products customers from expectations

about the value of various marketing offers and buy accordingly. How do buyers from

their expectations? Customer expectations are based on past buying experiences, the

opinion of friends and marketer and competitor information and promises.



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Customer satisfaction with a purchase depends on how well the product’s performance

lives up to the customers’ expectations. Customer satisfaction is a key influence on future

buying behavior. Satisfied customers buy again and tell others about their good

experiences dies-satisfied customer’s of ten switches to competitors and disparage the

products to others. An insurance provider open only to active duty, retired and separated

military members and their immediate families and therefore not included in the

rankings, achieved a satisfaction ranking equal to that any insurance company.

In general, customer satisfaction with auto insurance providers decreased significantly,

with 20 of the 21 companies surveyed decreasing in satisfaction from the previous year.

Insurance is the only carrier that did not experience a decline in satisfaction. Though

consumers report their insurance carriers are resolving their claims and problems faster.

Businesses survive because they have customers who are willing to buy their products or

services. However, many businesses fails to “check in” with their customers to determine

whether they are happy or not and what it will make to make or keep them happy.

According to U.S consumers’ affairs department, it costs five times more to gain a new

customer than to retain an existing one. Other studies have repeated that with just a five

percent increase in Customer retention’s a firm can raise its profitability customers spend

salary at first, but with succeeding years of good experience, they will spend increasingly

more.

Depending on the industry and the nature of the bad experience, dissatisfied customers

will complain to 10 to 20 friends and acquaintances, which is three times more than those

with good experiences are. Hence, the negative information is influential, and consumers

generally place significant weight on it when making a decision. If that is not the reason

enough, fierce competitor is needed more and more to differentiate firms from one

another. With technology available to virtually every one today, the traditional features

and cost advantages are no longer relevant. Still product and service quality provides an

enormous opportunity to distinguish a firm from the rest. The Japanese have recognized



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this and have though us to expect quality. Today’s consumers do, and they know more

about products and services than they ever did.

Customers are the best source of information. Whether to improve an existing product or

service or whether firms are planning to launch something new. There is no substitution

for “getting it from horse’s mouth” When you talk to your customer directly, to increase

your odds for achieving success you “mistake proof” your decisions and work on what

really matters. When you routinely ask the customers for feedback and involve them in

business they, in turn, become committed to the success of your business.

Customer Satisfaction Measurement: -

A basic and effective base line customer satisfaction survey program should focus on

measuring customer perceptions of how will the company delivers on the critical success

factors and dimensions of the business as defined by the customers:

For example:

Service Promptness

Courtesy of Staff

Responsiveness

Understanding the customer problem, etc.

The findings of the company performance should be analyzed both with all customers

and by key segments of the customer population. The essential starting point for

Customer Satisfaction Measurement (CMS) is exploratory research. Since satisfaction is

about an organization’s ability. To meet customer requirement one has to start by

clarifying with customers exactly what those requirements are. This is done through

exploratory research using focus groups or one to one depth interviews.



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Two main factors determine the accuracy of CMS. The first is the asking the right

question and the second is the asking them to the right people sample of customers which

accurately reflects the customer base.

Three things decide the accuracy of a sample. They are:

It must be representative.

It must be randomly selected.

It must be adequate enough.

Measuring customer satisfaction

Organizations need to retain existing customers while targeting non-customers.Measuring customer satisfaction provides an indication of how successful the

organization is at providing products and/or services to the marketplace.

Customer satisfaction is an abstract concept and the actual manifestation of the state of

satisfaction will vary from person to person and product/service to product/service. The

state of satisfaction depends on a number of both psychological and physical variables

which correlate with satisfaction behaviors such as return and recommend rate. The level

of satisfaction can also vary depending on other factors the customer, such as other

products against which the customer can compare the organization's products.

Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988

delivered SERVQUAL which provides the basis for the measurement of customer

satisfaction with a service by using the gap between the customer's expectation of

performance and their perceived experience of performance. This provides the researcher

with a satisfaction "gap" which is semi-quantitative in nature. Cronin and Taylor

extended the disconfirmation theory by combining the "gap" described by Parasuraman,

Zenithal and Berry as two different measures (perception and expectation) into a single

measurement of performance relative to expectation.



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The usual measures of customer satisfaction involve a survey with a set of statements

using a Linker Technique or scale. The customer is asked to evaluate each statement in

terms of their perception and expectation of performance of the service being measured.

Methodologies

American Customer Satisfaction Index (ACSI) is a scientific standard of customer

satisfaction. Academic research has shown that the national ACSI score is a strong

predictor of Gross Domestic Product (GDP) growth, and an even stronger predictor of

Personal Consumption Expenditure (PCE) growth. On the microeconomic level, research

has shown that ACSI data predicts stock market performance, both for market indices and

for individually traded companies. Increasing ACSI scores has been shown to predict

loyalty, word-of-mouth recommendations, and purchase behavior. The ACSI measures

customer satisfaction annually for more than 200 companies in 43 industries and 10

economic sectors.

In addition to quarterly reports, the ACSI methodology can be applied to private sector

companies and government agencies in order to improve loyalty and purchase intent.

Two companies have been licensed to apply the methodology of the ACSI for both the

private and public sector: CFI Group, Inc. applies the methodology of the ACSI offline,and Foresee Results applies the ACSI to websites and other online initiatives. ASCI

scores have also been calculated by independent researchers, for example, for the mobile

phones sector, higher education, and electronic mail.

The Kano model is a theory of product development and customer satisfaction developed

in the 1980s by Professor Noriaki Kano that classifies customer preferences into five

categories: Attractive, One-Dimensional, Must- Be, Indifferent, Reverse. The Kano

model offers some insight into the product attributes which are perceived to be important

to customers. Kano also produced a methodology for mapping consumer responses to

questionnaires onto his model. SERVQUAL or RATER is a service-quality framework

that has been incorporated into customer-satisfaction surveys (e.g., the revised



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Norwegian Customer Satisfaction Barometer) to indicate the gap between customer

expectations and experience.

J.D. Power and Associates provides another measure of customer satisfaction, known for

its top-box approach and automotive industry rankings. J.D. Power and Associates'

marketing research consists primarily of consumer surveys and is publicly known for the

value of its product awards.

Other research and consulting firms have customer satisfaction solutions as well. These

include A.T. Kearney's Customer Satisfaction Audit process, which incorporates the

Stages of Excellence framework and which helps define a company’s status against eight

critically identified dimensions. For Business to Business (B2B) surveys there are the

Info Quest box. This has been used internationally since 1989 on more than 110,000

surveys (Nov '09) with an average response rate of 72.74%. The box is targeted at "the

most important" customers and avoids the need for a blanket survey.

Improving Customer Satisfaction

Published standards exist to help organizations develop their current levels of customer

satisfaction. The International Customer Service Institute (TICSI) has released The

International Customer Service Standard (TICSS). TICSS enables organizations to focus

their attention on delivering excellence in the management of customer service, whilst at

the same time providing recognition of success through a 3rd

Party registration scheme.

TICSS focuses an organization’s attention on delivering increased customer satisfaction

by helping the organization through a Service Quality Model. TICSS Service Quality

Model uses the 5 P's - Policy, Processes People, Premises, Product/Services, as well as

performance measurement. The implementation of a customer service standard should

lead to higher levels of customer satisfaction, which in turn influences customer retention

and customer loyalty.



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Customer Satisfaction Surveys:

Surveys and questionnaires are the most common marketing research methods. Typically,

they are used to:

Assess the level of customer satisfaction with a particular product, service orexperience.

Identify factors that contribute to customer satisfaction and dissatisfaction;

Determine the current status or situation of a product or service;

Compare and rank providers;

Estimate the distribution of characteristics in a potential customer population; or

Help establish customer service standards.

Benefits and Challenges:

Surveys allow an organization to quickly capture vital information with relatively little

expense and effort. A primary advantage of this method is its directness: “the purpose is

clear and the responses straightforward.” Additionally, the information gathered by

surveys can easily be analyzed and used to identify trends over time. The public views

consumer product polls and pollsters in a generally positive manner compared to politicaland other polls. One study found that at least sixty percent of the public feels that market

research about products and services has a positive impact on society. Seventy percent

consider the people who conduct such surveys to have positive impacts on society.

A major disadvantage of customer surveys is that the responses may be influenced by the

measurement itself through various forms of bias. For example, most surveys are

voluntary, and some researchers have found differences between survey respondents and

non-respondents. People who respond to surveys answer questions differently than those

who do not respond, and late responders answer differently than early responders.



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Chapter – 2

COMPANY PROFILE



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HISTORY:

Electrotherm (India) Ltd. has been engineering metal melting industry since 1983. In

Electrotherm from inception, R&D has been our core competency with a common focus

on developing and adopting technologies to customize customer needs making it a key

driver in our Multi-Divisional growth story.

Electrotherm is the only Indian company with indigenously developed world class

technologies of global scale. Our team focused with a Customer First attitude believes

technology should be right-sized, with the process designed to minimize waste and

selected to enhance product performance with an embedded attitude of customizing

engineering and metallurgical solutions to customers that made Electrotherm grow into

one of the market leaders in the metal melting industries in India and globally.

Electrotherm today is a Multi-divisional ISO 9001:2008 certified global Company

holding a 2,500,000 kW market share in the metal melting industry globally.

Electrotherm is a research driven company with an appreciating asset in intellectual

capital its primary source of our multi-divisional growth story. The company has

developed robust processes with inbuilt learning and continuous improvements in every

job performed. This develops effective product lifecycle management and is the

foundation of our product innovations to ensure our customers achieve their top line

growth. Engineering innovations for the global metal melting industry has been possible

due to our focused 2,607 employees with a State-of-the-art manufacturing facilities and

R&D centre manufactures a wide spectrum of products for the metal melting industry

and electric vehicles & are manufactured in four different divisions of the company. Our products continually undergone research and development leading to innovations of

global scale to suit the changing global environment or the customer requirements. The

Customer Focus of each division in manufacturing is in tandem with the R&D to ensure

our customers achieve their objectives for top line growth.



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The major critical customized parts are manufactured in house under stringent quality

control management and the finished products tested to withstand laid out quality

parameters with Just-In-Time delivery management principle to prevent customer

installation & operational cost overruns make achieving deadlines a reality. The real

responsibility at Electrotherm is to care for your installed equipments work with a zero

down time objective.

This principle of servicing our customers any time anywhere has made us a truly global

company. We cater to the domestic market while exports form major component of our

turnover. We service the global markets around the world with specific focus upon

Middle East, Turkey, Pakistan, Bangladesh & Africa while catering to 31 countries

around the world. Electrotherm commands more than 50% market share in induction

melting equipments used by the engineering and automotive industry in India.

Electrotherm is a truly global company taking social responsibility in its stride as 'No

engines means no pollution' says Mr. Mukesh Bhandari, Chairman & Chief Technology

Officer, Electrotherm (India) Ltd. A socially responsible Corporate Professional, who

dreams to electrify the automotive and power sector-major polluters of the environment.

Electrotherm has taken the first step in committing to making a pollution free world by

introducing the YObyke electric scooters and setting up the wind farms and solar power

plants and is also working upon to introduce electric three wheelers and hybrid bus.



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VISION,MISSION&VALUES :

PEOPLE VISION

Electrotherm aspires to great place to work. ET is a place where engineers feel the

joy of innovation. It is an ideal destination for passionate technocrats. If you are

looking for a career that professional growth and personal fulfillment, you have

come to the right place. The high road of opportunity is open to all. You could be

one be one of them to reach to the top.

Electrotherm offers multiple career options across all its business line. Every

career avenue reflects the Company’s strong people orientation. We believe that

People are the most appreciating asset and therefore we invest in them. We find

people as the only differentiating factor from our competition.

MISSION

• Always innovate for a better tomorrow.

CORE VALUES

• Mutual Respect and Trust

• Integrity Focus

VALUE PROPOSITIONS

• Innovation is the centerpiece

• Pioneer in Metallurgical Equipment For Steel-making

• Expertise and R&D competence in power Electronics

• Project Engineering & Implementation team for medium & large size

projects• Speedy project implementation enabled by fast decision-making ability

• Social Responsibility and Environment



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CORPORATE OBJECTIVES :

• To further consolidate Electrotherm position as a leading supplier of

metallurgical equipment in national and international market.

• To grow its engineering capabilities by providing turnkey solutions to the

customers and implement projects from concept to full commercialization.

• To diversify across the electric vehicle business to become a leading player in

battery operated vehicles in the country.

• To establish a strong product and service brand in the domestic and international

market.

CONTACT DETAILS :

Registered Office

Electrotherm (india) Ltd.,

A-1, Skylark Apartment,

Satellite Road,

Satellite, Ahemdabad-380015.Phone: +91-79-26768844

Fax: +91-79-26768855

Email: [email protected]

Plants

Engineering & Projects Division

Survey No. 72,

Village: palodia, Taluka: kalol,

Dist: Gandhinagar – 382115Gujarat, India. Steel, Engineering, DI

Pipe

&

Electric Vehicle Division

Survey No. 325,

Village : Samakhiyali, Taluka:

Bhachau,

Dist.:Kutch

Gujarat, India.Wind Farm

Village: Dhank,,

Dist.:Rajkot,

Gujart,India.



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Board Of Directors:

NAME DESIGNATION

Mukesh Bhandari Chairman

Shailesh Bhandari Managing Director

Jigar shah Company Secretory

Dr. Jyoti Bhandari Director (ER & CSR)

Siddharth Bhandari Director (New Business)

R.K Purohit ED (Steel)

Brig. P.K Prasad ED(Human Resource)

Narendra Dalal Whole Time Director

Avinash Bhandari Joint Managing Director and CEO



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Founder & Promoter

Mukesh Bhandari – Chairman.

• Pioneered and developed high-quality Induction Fuenace and refiningequipments for steel-making

• Conceived and productionised India’s largest selling electric two-

wheelers.

• Honoured by former President of India, Giani Zail Singh and

R.Venkatraman, for developing indigenous technology and eminence in

the field of engineering.

Shailesh Bhandari – Managing Director.

• Has contributed immensely in market expansion and building corporate

clientele

• Provided strong drive to business by focusing on customer satisfaction

• Honoured by associations such as Indian Institute Of Metals (IIM K K

Award) and Institute OF Indian Foundry Men for his Contribution to the

industry.



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LINE OF BUSINESSES

ELECTROTHERM

Engineering

&

project

Steel Auto

(Heavy

electric

Vehicle)

Solar Transformers TLT

Steel

Making

Equipments

Transformers

Projects

(Turn key

projects)

IPU ISU

Steel melting

sho

Rowling Mill 1

Sinter Of pipe

Rowling Mill 2

Yobyke

Solar water

heater

Photovoltaic

Galvanizing



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Financial Customer Internal Process

S

No sales on

credit Being

successful in

getting 40%

advance beforecommencing

production

Reliable and

stable products Good after

sales service

Network

Reasonable price

Betterunderstanding

of engineering

and solution providing

capabilities

120 + service

engineers

W

Poor cash flowmanagement

Poor credential

and credibilitydue to poor

payment terms/

over dues

Poor responsein handling

customer

complaint

Poor handling

of after sales

service calls

Poorinventory

management-

both RM andWIP

Poor account

reconciliationand C-form –

both suppliers

and

customers Weak

development

of second linework force

Poorunderstanding

of investmenton people /

IT/

infrastructure

Poorincentive

scheme,

inclinedtowards sales

Independent bankingfacilities for

E&P

New PDhavingsynergies with

existing

Weeklytargets for production

and dispatch

SWOT Analysis



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O

business

(tunnel kiln,De-carbuzier

FES, scrap,

processing

Equip,Magnets, etc.)

Add-ons(DYNAVAR,PF Correction

etc.)

KVA based billing- anopportunity for

PF correction

systems

Hot metal+secondary

route

LRF, ECCM,EAF

Betterinventorymanagement

through

modern

concepts likeKANBAN

Possibility fortechnologicaltie-up for

capacitor

manufacturin

g

T

Needimmediate cashfor survival

Competitorsmay propagate

in the market

about our weakfinancial

conditionleading to loss

of market share

for us

Financiallystrong

competitors

may leveragetheir accrued

profit forcheaper procurement

Loss ofcustomersconfidence due

to default in

deliveries

Customer may

look foralternative

technology forsteel making

(technological

obsolence)

Quality normsrevision by

regulatory

authoritiesmay affect IF

technology Raw materials

availabilitymay affect IF

technology

Current processes orlack of them

may not build

E&P asenvisaged



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MILESTONE

1983

ELECTROTHERM receiver its- first order of 350KW/ 500KG

1984

Designed and developed India’s first indigenous Solid State Generator of 1200 KW.

1989

ELECTROTHERM enters GLOBAL MARKET- received first order from Ethiopia and

Bangladesh

1992

Developed and commissioned India’s first integrated Stainless Steel manufacturing line

incorporating MF induction Melting Furnace, Metal Refining Converter and DC Ladle

Refining Furnace at Viraj Alloys Ltd.

1995

Developed and commissioned a 12MF Induction Melting Furnace, 15MT Metal Refining

Converter and 18MT Twin Electrode DC Ladle Refining Furnace at Stainless India

Jodhpur, a project of Mukund Ltd.

1996

Developed and commissioned India’s Indigenous DC Arc Furnace of 22MT.

1997

Supplies three large MF Induction melting Furnace with DC Ladle Refining Furnace for

World’s largest Billet Manufacturing facility through the route of Induction melting

furnace and M/s Vishal Steel Ltd. Goa.



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1999

Developed and commissioned bent rail hardening system at Digvijay Steel Industries at

Batala.

1999

Developed and commissioned India’s largest MF induction melting furnace of 20MT at

Shah Alloys Ltd Ahmedabad

2001

Developed and commissioned a 50MT Metal refining converter at Shah Alloys Ltd.

Ahmedabad

2004

Developed and commissioned India’s largest MF induction melting furnace of 25MT at

Bhagyalaxmi Steel at Aurangabad.

2005

AMA- Outstanding Entrepreneur of the year award-2005 in recognition of the

contribution to industrial development in India.

2007

Automotive product of the year (YOBYKES).

2008

Developed and commissioned India’s largest induction melting furnace of 30T for kalika

Steels Aurangabad

2009

Developed and commissioned India’s largest induction melting furnace of 40 T for

Mahalaxmi Steels Aurangabad.



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PRESENT PRODUCTS RANGE :

Induction melting / Holding Furnaces

Power Supply Units

S – Series

E - Series

I Series – I GBT

EI Series – I GBT

ET Double – Track

ET Triple – Track

Induction Furnaces

ET – Alumin – SL Furnaces

ET- Steel Frame Furnaces

Load cell Arrangement

Electrotherm Refining Furnace

Electric Arc Furnace

Metal Refining Konvertors

Continuous Casting Machines


High Speed Modular Caster

Bullet Caster

Electro DI Pipes



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Electric Vehicles

Yobykes

Battery operated Scooters

Steel

High Quality Steel Billets

Electro TMT Plus Bars

Electro TMT CRS Gold Bars

Stainless Steel

Electro TLT Angles & Structural

Transformer



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Induction melting / Holding Furnaces

Power Supply Units

1) S – Series

The S series medium frequency power supplies with power ratings from 550 KW

to 18000 KW and frequency range of 100 Hz to 4000 Hz have been work horses across

the foundries and steel melting plants for their robust design, state of the art technology,

efficiency and excellent reliability.

2) E-Series

The E series medium frequency power supplies have power ratings from 25 KW to 450

KW and frequency range of 200 Hz to 10000 Hz. These power supplies are ideally suited

for relatively smaller ferrous and non ferrous foundries with ET ALUMIN SL furnaces of

capacities up to 1000 Kg. The current fed inverter design results in higher inverter

efficiency.

3) I Series – I GBT

These compactly built power supplies adopt IGBT based design and are available at

power ratings from 550 KW to 750 KW and frequency range of 500 Hz to 1000 Hz. A

high power factor of 0.99 is achieved throughout the melt cycle. Field reports indicate a

reduction in energy consumption of up to 3 % due IGBT based design.



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4) EI Series – I GBT

EI Series Power Supplies combine the features of E Series and I Series and are available

in power ratings of 50 KW to 450 KW and frequency range of 500 Hz to 10000 Hz.

These compactly built power supplies adopt IGBT based design.

5) ET Double – Track

ET Double-Track is the double output power supply available to foundry-men for

optimum utilization of installed KVA. These systems allow simultaneous sharing of

power between two furnaces in any ratio within the rated power. Infinite power

sharing feature has the potential to increase the KVA utilization index by up to 25-

30%.

6) ET Triple – Track

ET Triple-Track is the triple output power supply available to foundrymen for

optimum utilization of installed KVA and continuous supply of liquid metal to mould

lines. These systems allow simultaneous sharing of power between three furnaces in

any ratio within the rated power.

Induction Furnaces

1) ET – Alumin – SL Furnaces

Ideal for relatively small ferrous and non- ferrous

Foundries.

Available in capacities from 1 kg to 1000 kg.

2) ET- Steel Frame Furnace

ET Steel frame melting furnaces are available in capacities ranging from 500 Kg to 50

Tons.

These furnaces are ruggedly built with heavy structural steel for trouble free operation

under harsh melt shop conditions.



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3) Load cell Arrangement

Furnace load cells enable accurate recording of weight of charge material and liquid

metal in the furnace resulting in simplification of weight calculations related to charge,

alloy addictions and metal tapping can be linked to PMA 100 or SPA 100 for continuous

reading and monitoring of weight of the liquid metal in furnace.

Electrotherm Refining Furnace

Refining Steel

Traditional Ladle Refining Furnace (LRF) is used to de-sulphurize steel, adjust its

chemical composition and raise the temperature of molten metal besides as a buffer

between the melting and casting equipment.

Electric Arc Furnace

Electrotherm offers a complete range of melting units -high-impedance EAFs with the

capacity for producing heat sizes from 3 Ton to 200 t in technical collaboration

with Vitkovice Heavy Machinery, Czech Republic.

Metal Refining Convertors

Metal refining convertor is used for making stainless steel of various grades. Molten Steel

produced from Induction Furnace or Electric Arc Furnace is poured into ladle & is

subsequently poured into the converter with the help of E.O.T. Crane. Before pouring the

molten metal, some important parameters like its temperature & chemical compositionare analyzed.



33


1) High Speed Modular Caster

Electrotherm took initiative to develop Modular and Compact Billet Casting Technology

to meet needs of existing ingot making units willing to migrate to billet making and newmini steel plants.

2) Bullet Caster

Electrotherm has launched Bullet Caster which is all set to revolutionize small and

medium scale steel making around the world. It can cast Billet / Bloom Section from 100

mm x 100 mm to 400 mm x 400 mm.

Electro DI Pipes

Introduction of Electrotherm Ductile Iron pipes is a result of our constant Endeavourtowards ensuring better quality of life. DI pipes developed by Electrotherm provide an

excellent medium of transporting water keeping its quality intact.



34

Electric Vehicles

1) Yobykes

The competence and expertise of the company in power electronics and an

intensine R&D effort of more than 3 year the company has developed andlaunched Electric bikes and scooters under the brand name YoBykes with a

installed capacity of 2,50,000 unit-per annum. The company is also developing

an electric 3 Wheeler and a hybrid Electric Bus.

2) Battery Operated Scooters

Is personal electric two wheeler, that is pollution free, silent and with only a battery

connected to an electric motor, with a feel of smooth riding all weather vehicle with

zero maintenance and nominal cost operation.



35

Steel

High Quality Steel Billets

Electrotherm’s Steel plant spreads on a green belt with 360,000 TPA capacity. The Steel

Billets manufactured at Electrotherm are used around the globe by various industries. Thehigh-quality refining of steel ensures the strength and endurance for our product.

Electro TMT Plus Bars

"Electro TMT plus" bars are high quality construction steel with superior shape, quality

and better mechanical & mellatturigical properties. ‘Electro TMT Plus’ is one of the most

preferred TMT bars in Gujarat.

Electro TMT CRS Gold Bars

Electrotherm has also developed Corrosion Resistant Steel (CRS) Bars for ensuring

longer life of high quality and expensive structures. These bars are marketed in the name

of "Electro CRS Gold".

Stainless Steel

Electrotherm quality stainless steel caters to international specification. The application

ranges from utensils to industry.

Electro TLT Angles &Structura

Electrotherm has set up a state-of-the-art structural rolling mill for rolling angles suitable

for transmission line tower and other engineering applications.



36

Transformer

Electrotherm transformers are of high quality and reliability, designed to satisfy varied

applications and technical requirement.

Furnace transformer currently available in ratings up to 25 MVA, 33 KV.

These transformers are designed, manufactured and tested to comply with various

standards including IS, IEC, BS, ASTA or any standards as specified the customer



37

Chapter:3

Research Methodology



38

METHOD OF RESEARCH:

A Survey is a complete operation, which requires some technical knowledge Survey

methods are

mostly personal in character. Surveys are best suited for getting primary data. theresearch obtains information from the respondents by interviewing them.

Sampling:

It is not always necessary to collect data from whole universe. A small representative

sample may serve the purpose. A sample means a small group taken in a large lot. This

small group taken in a large lot. This small group should be emanative cross section and

really “representative” in character. This selection process is calls sampling.

Sample size:

Samples are devices for learning about large masses by observing a few individuals. The

selected sample is 60.

Methods of Sampling

Random sample method:The method adopted here is random sampling method. A Random sample is one where

each item in the universe has as an equal chance of known opportunity of being selected.

Research Instrument

Questionnaire:

A questionnaire is a carefully complied logical sequence of questions directed to a define

objective. It is the outline of what information is required and the framework on which

the data is built upon. Questionnaire is commonly used in securing marker information

that its preparation deserves utmost skill and care.



39

Collection of data:

One of the important tools for conduction market research is that availability of necessary

and useful data. Date collection is more of an art than a science. The methods of

marketing research are in a way the methods of data collection. The sources ofinformation fall under two categories.

Internal sources:

Every company has to keep certain records such as accounts, reports etc. these records

provide sample information which an organization usually keeps collection in its

working.

External sources:

When internal records are insufficient and required information is not available, the

organization will have to depend on external sources of data are.

a) Primary data:

The data collected for a purpose in original and for the first time is known as primary

data. The researches collect this data to study a particular problem.

Here the primary data is data collected through questionnaire by directly meeting the

customers.

b) Secondary Data:

The data, which is collected from the published sources i.e., not originally collected of

the first rime is called secondary data.

Here the secondary data is data collected from the company’s brochures, pamphlets,

catalogues and the website.



40

NEED FOR THE STUDY

Customer satisfaction survey is a systematic process for collecting consumer data,

analyzing this data to make it into actionable information, driving the results throughout

an organization and implementing satisfaction survey is a management information

system that continuously captures the voice of the customer through the assessment of

performance from the customers’ point of view.

OBJECTIVES OF STUDY

The setting of objective is the corer stone of a systematic study. The study will be fruitful

one when the basis laid down is a concrete one they represent the desired solution to the

problem and help in proper utilization of opportunities.

Objectives:

The objectives of the research are:

1) To find out the buying behavior of customers regarding capital equipment of the

industry.

2) To know the level of satisfaction of customers towards “induction furnace ofELECTROTHRM”.

3) To find out the market share of “ELECTROTHERM furnaces”.

4) To know the features that attracts the customer to select ELECTROTHERM

furnace for foundry.



41

Limitations of the study

1) Time factor was the main limitation for the study as the project was restricted to

small period.

2) The research was limited only to the Ahmedabad city so the result can’t be

generalized to the whole market.

3) The sample taken for research was concerned only for 60 customers rather than

thousands of customers scattered around the India and also around the world.

4) Since the project has to be completed within a short period of time the

information collected could be biased.

5) Some of the premium segments could not be met due to time lack and by not

Obtaining prior appointment due to tight schedule of the respondents.



42

Chapter: 4

Analysis



43

1. How do you rate the overall Performance of the equipment?

Analysis:

Most of the companies, I visited for my summer internship project, 19

companies said that the performance of the equipment was very

satisfactory. Also 17 companies said that the performance of the

equipment was Excellent. Among 60 companies 9 of them said that the

performance of the equipment was Average because they faced more

power consumption during active hours of the equipment.

0

5

10

15

20

The overall performance of theequipment

The overall

performance of

the equipment



44

2. How do you evaluate Power-Consumption?

Analysis:

This graph shows that most of the companies said that power-consumption

of the equipment was high as compared with the output of equipment.

Electrotherm introduced a new compact equipment which reduces the

power-consumption and increases the output of the equipment. Name of

that unit is FPU which is a highly accurate device to control furnace power

using intelligent digital controller. FPU ensures optimum utilization and

prevention of overshooting the foundry’s sanctioned KVA.

0

5

10

15

20

25

Power-Consumption

Power-

Consumption



45

3. How is occurrence of breakdowns in the equipment?

Analysis:

Most of the companies which I visited were totally satisfied with breakdown problem of the equipment. As per companies breakdown of the

equipment was very less and they can get continuous production from

induction furnaces. Out of 60, 14 companies said that breakdown was nil

throughout the time when machine was installed. And some of them said

that breakdown was acceptable and within short period of time it can be

overcome by the engineers.

05

10152025

Breakdowns in the equipment

Breakdowns in

the equipment



46

4. Are you satisfied with the services provided by

ELECTROTHERM?

Analysis:

34 companies said that service provided by Electrotherm was Acceptable

and they are satisfied with it.

0

10

20

30

40

The services provided by ELECTROtherm

The services

provided by

ELECTROtherm



47

5. Are our engineers competent enough in providing services?

Analysis:

Most of the companies which I visited said that the Services provided byengineers was acceptable and installation project team of engineers are

competent enough in providing services. This independent variable

increase satisfaction level of customers and this factor is very helpful for

engaging customer towards Electrotherm.

0

10

20

30

40

Services providing by Engineers

Services providing

by Engineers



48

6. Are you satisfied with the quality of Spares?

Analysis:

Most of the companies are highly satisfied with quality of spares provided

by the company. Among 60 companies, 6 of them didn’t need any spares

till date and equipment was working very nicely. This shows maintenance

of the equipment is very less in comparison with others. And is a very

important variable for increasing the level of satisfaction in customers.

This factor also helpful to Electrotherm for increase in new customers.

0

5

10

15

20

25

The quality of spares

The quality of

spares



49

7. Are you satisfied by timely delivery of spares?

Analysis:

Some of the customers are not satisfied by time consuming process of

delivery of spares, because there were certain norms which have to be

followed by the customers and after completion of the procedure customer

having their delivery of spares and of that period of time production

cannot take place. Other said that they are satisfied with this procedure

and they get delivery no their required time. Some of them are highly

satisfied, and according to them they do not face problem regarding

delivery of spares.

0

5

10

15

20

25

Delivery time of Spares

Delivery time of

Spares



50

9. How was your experience on the equipment dispatched to you?

Analysis:

Most of the companies which I visited are satisfied and highly satisfied

with dispatch of the equipment. Project team is competent enough to

install the equipment. And engineers are very careful about customer’s

first experience. And this independent variable increases the level of

customer satisfaction.

10.Based on your overall experience with us, would you recommend

our furnace to your friend or Relative?

Analysis:

All customers said that they recommend Electrotherm furnaces to their

friends and Relatives.

0

20

40

Experience of Equipment Dispatched

Experience of

Equipment

Dispatched

0

20

40

60

Yes NO

Yes/

No



51

11.Factors affecting your buying decision for selection of induction

furnace.

Analysis:

It shows that price, power-consumption and maintenance are the main

criteria for the buying decision. These are the main independent variable

for customer satisfaction. In this competitive market there are number of

competitors providing same segment of equipment to customers and

customers are going to compare all the providers with Electrotherm.

Price is another important factor because they want their overall

investment cost in the capital equipment to be less as the market is very

competitive.

Third one is service back up and quality if service is not given to them on

right time during their break down, this would cost them very high if their

furnaces are not working.

This shows that the market in Ahmedabad is very price sensitive market.

0%

20%40%

60%

80%

100%

Factors affecting your buying decision for selection

of induction furnace

Factors affecting your buyi

decision for selection of

induction furnace



52

Limitation of the Project

Every project has some limitations even researcher came across some limitations while

working on the project which make the analysis a little inappropriate at times. Some of

the basic limitations faced during the research are listed below.

It was difficult to tab the Director/General Manager in the company. So it took

long time to find them and collect the necessary data.

The survey was a time consuming process and I had a less time for the survey so l

could not cover all the places which were scheduled to cover for the survey. Some of the company where located in a remote places which were not possible

for me to reach there and get the data from there.

Sometimes there was the bias from responder side.

Suggestion and Recommendation

There should be some R&D done on the furnace as to decrease the power-

consumption of the furnace.

Ahmedabad is very price sensitive market so the price of the furnace should be

decided accordingly.

Electronic panel and instrumentation should be made more rugged so that they do

not easy fail in power fluctuation.

How to use the furnace efficiently and correctly should be taught to the user of the

furnace.



53

Chapter: 5

Conclusion



54

Conclusion:

By doing survey and analysis on all the aspect of induction furnace I came to the

concussion that:

The customers take their decision keeping the price of induction furnace

and there cost of production through that induction furnace in their mind.

Price/Performance, after sale service and less maintenance cost are the

main factor influencing the buying decision.

After sale service and spare available of Electrotherm is best.

Maintenance cost of the Electrotherm furnaces is very less and this factor

attracts the customers.

People over there normally do not switch their brand of furnace they use

because there is huge cost associated with the spares cost which they have

to maintained with them and if they keep the furnace of different make

they will to keep more spare because same spare for the different brand

furnace cannot be used, which will increase their inventory cost and in

such a high competitive market only very few were ready to take a risk of

investing more into their inventory stock.



55

Bibliography



56

Bibliography:

Website:

www.electrotherm.com

Book:

Marketing Management (Philip Kotler)



57

Questionnaire



1111111111CUSTOMER FEEDBACK FORM

Name of Customer:

Place:

Equipment Rating : Type Of Equip. :

End Product :

How do you rate the overall

Performance of the equipment?

How do you evaluate Power-Consumption

How is occurrence of breakdowns

in the equipment ?

Are you satisfied with the services

Provided by ELECTROTHERM?

Are our engineers competent enough

In providing services?

Are you satisfied with the quality of Spares?

Are you satisfied by timely

Delivery of spares?

Do our engineers reach at your

Site in time?

How was your experience on the

E ui ment dis atched to ou ?

Based on your overall experience with us, would you recommend our furnace to your friend or Relative?

Yes No

/

o Excellent

o Good

o Average

o Poor

o Excellento Good

o Averageo Poor

o Nill

o Very less

o Acceptable

o More

o High

o Acceptable

o Marginal

o Not at all

o Highly Competent

o Acceptable

o Mediocre

o Not at all

o

Higho Acceptable

o

Marginalo Not at all

o High

o Acceptable

o High

o Acceptable

o High

o Acceptable

o Marginal

o Not at all

o Marginal

o Not at all

o Marginal

o Not at all

electro therm

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