gc market reserch in gujarat

7/29/2019 GC MARKET RESERCH IN GUJARAT

1/36

Dear Palak.

Please incorporate following in the final report submitted by you.

1. The list of Towns covered (In each of the district section)

2. Separate analysis for Asbestos Based Cement Sheets in each market (If there is no market thnspecify the same).

3. At the start of the report, please mention the market selection criteria and retailer selection criteria.

4. Please elaborate on the process followed for consumer, retailer and Distributor identification.

5. Please incorporate a complete SKU level analysis (Top 20 SKU and its usage and buyer profile).

6. Consumer analysis needs to be put in a separate section so as to stand out clearly


2/36

Objective of the Project.

Topic : Market research for GC sheets and Asbestos sheets

Objectives:

Retail Audit for in-depth understanding of Roofing Market.

To study GC sheet and Asbestos sheet market

To study the companies position and its competitors position in the market.

To study customer, retailer and distributors perception about different brands prevailing in the

market

Description:

GC sheet section is very important business section for Essar steel. The timely study of the

same can keep the company aware about the happenings and trends in the market that is why I

was allocated an important topics of GC sheets for Market research. But as tea can be a potential

competitor of coffee the asbestos sheets are competitors to the steel GC sheets . To understand

the GC markets its competitors we also will be required to cover the asbestos sheet Market. Afterdeciding that we will study GC sheet and asbestos sheet market we need to cover all the stages

included in the sale. And that three stages are distributors, retailers and customers


3/36

WHAT IS GC SHEET??

Corrugated galvanised iron (colloquially corrugated

iron orpailing (in Caribbean English),

commonlyabbreviatedCGI) is abuilding

materialcomposed of sheets ofhot-dip galvanisedmild

steel,cold-rolledto produce a linear corrugated pattern in

them. The corrugations increase the bending strength of

the sheet in the direction perpendicular to the corrugations,

but not parallel to them. Normally each sheet is

manufactured longer in its strong direction.

CGI is lightweight and easily transported. It was and still is widely used especially in rural and military

buildings such as sheds and water tanks. Its unique properties were used in the development of countrieslike Australia from the 1840s, and it is still helping developing countries today.

History

Early manual corrugated iron roller. On display atKapundamuseum, South Australia

CGI was invented in the 1820s in Britain by Henry Palmer, architect and engineer to the London DockCompany. It was originally made (as the name suggests) fromwrought iron. It proved to be light,

strong,corrosion-resistant, and easily transported, and particularly lent itself to prefabricated structures

and improvisation by semi-skilled workers. It soon became a common construction material in rural areas

in theUnited States,Chile,New ZealandandAustraliaand laterIndia, and in Australia and Chile also

became (and remains) the most commonroofingmaterial even in urban areas. In Australia and New

Zealand particularly it has become part of the cultural identity,[1][2][3]

and fashionable architectural use has

become common.[4]
http://en.wikipedia.org/wiki/Abbreviationhttp://en.wikipedia.org/wiki/Abbreviationhttp://en.wikipedia.org/wiki/Abbreviationhttp://en.wikipedia.org/wiki/Building_materialhttp://en.wikipedia.org/wiki/Building_materialhttp://en.wikipedia.org/wiki/Building_materialhttp://en.wikipedia.org/wiki/Building_materialhttp://en.wikipedia.org/wiki/Hot-dip_galvanizinghttp://en.wikipedia.org/wiki/Hot-dip_galvanizinghttp://en.wikipedia.org/wiki/Mild_steelhttp://en.wikipedia.org/wiki/Mild_steelhttp://en.wikipedia.org/wiki/Mild_steelhttp://en.wikipedia.org/wiki/Mild_steelhttp://en.wikipedia.org/wiki/Cold-rolledhttp://en.wikipedia.org/wiki/Cold-rolledhttp://en.wikipedia.org/wiki/Cold-rolledhttp://en.wikipedia.org/wiki/Kapunda,_South_Australiahttp://en.wikipedia.org/wiki/Kapunda,_South_Australiahttp://en.wikipedia.org/wiki/Kapunda,_South_Australiahttp://en.wikipedia.org/wiki/Wrought_ironhttp://en.wikipedia.org/wiki/Wrought_ironhttp://en.wikipedia.org/wiki/Wrought_ironhttp://en.wikipedia.org/wiki/Corrosionhttp://en.wikipedia.org/wiki/Corrosionhttp://en.wikipedia.org/wiki/Corrosionhttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Chilehttp://en.wikipedia.org/wiki/Chilehttp://en.wikipedia.org/wiki/Chilehttp://en.wikipedia.org/wiki/New_Zealandhttp://en.wikipedia.org/wiki/New_Zealandhttp://en.wikipedia.org/wiki/New_Zealandhttp://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Roofhttp://en.wikipedia.org/wiki/Roofhttp://en.wikipedia.org/wiki/Roofhttp://en.wikipedia.org/wiki/Corrugated_galvanised_iron#cite_note-0http://en.wikipedia.org/wiki/Corrugated_galvanised_iron#cite_note-0http://en.wikipedia.org/wiki/Corrugated_galvanised_iron#cite_note-2http://en.wikipedia.org/wiki/Corrugated_galvanised_iron#cite_note-2http://en.wikipedia.org/wiki/Corrugated_galvanised_iron#cite_note-3http://en.wikipedia.org/wiki/Corrugated_galvanised_iron#cite_note-3http://en.wikipedia.org/wiki/Corrugated_galvanised_iron#cite_note-3http://en.wikipedia.org/wiki/File:Corrugated_iron_manual_roller.JPGhttp://en.wikipedia.org/wiki/File:Corrugated_iron_manual_roller.JPGhttp://en.wikipedia.org/wiki/File:Corrugated_iron_manual_roller.JPGhttp://en.wikipedia.org/wiki/File:Corrugated_iron_manual_roller.JPGhttp://en.wikipedia.org/wiki/File:Corrugated_iron_manual_roller.JPGhttp://en.wikipedia.org/wiki/File:Corrugated_iron_manual_roller.JPGhttp://en.wikipedia.org/wiki/Corrugated_galvanised_iron#cite_note-3http://en.wikipedia.org/wiki/Corrugated_galvanised_iron#cite_note-2http://en.wikipedia.org/wiki/Corrugated_galvanised_iron#cite_note-0http://en.wikipedia.org/wiki/Corrugated_galvanised_iron#cite_note-0http://en.wikipedia.org/wiki/Roofhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/New_Zealandhttp://en.wikipedia.org/wiki/Chilehttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Corrosionhttp://en.wikipedia.org/wiki/Wrought_ironhttp://en.wikipedia.org/wiki/Kapunda,_South_Australiahttp://en.wikipedia.org/wiki/Cold-rolledhttp://en.wikipedia.org/wiki/Mild_steelhttp://en.wikipedia.org/wiki/Mild_steelhttp://en.wikipedia.org/wiki/Hot-dip_galvanizinghttp://en.wikipedia.org/wiki/Building_materialhttp://en.wikipedia.org/wiki/Building_materialhttp://en.wikipedia.org/wiki/Abbreviation


4/36

For roofing purposes, the sheets are laid somewhat like tiles, with a lateral overlap of two or three

corrugations, and a vertical overlap of about 150 mm, to provide for waterproofing. CGI is also a common

construction material for industrial buildings throughout the world.

Wrought iron CGI was gradually replaced bymild steelfrom around the 1890s, and iron CGI is no longer

obtainable - however, the common name has not been changed. Galvanized sheets with simple

corrugations are also being gradually displaced by 55% Al-Zn coated steel[5]or coil-painted sheets with

complex profiles. However CGI remains common.

Corrugation today

Today the corrugation process is carried out using the process ofroll forming. This modern process is

highly automated to achieve high productivity and low costs associated with labour. In the corrugation

processsheet metalis pulled off huge rolls and through rollingdiesthat form the corrugation. After the

sheet metal passes through the rollers it is automatically sheared off at a desired length. The standard

shape of corrugated material is the round wavy style, but can be easily modified to a variety of shapes

and sizes by simply changing the dies[4].

Many materials today undergo the corrugation process. The most common materials

areferrousalloysbut may also span tostainless steels.Copperandaluminiumare also used. Regular

ferrous alloys are the most common due to price and availability. Common sizes of corrugated material

can range from a very thin 30gauge(.012 inches = 0.305 mm) to a relatively thick 6 gauge (.1943 inches

= 4.94 mm). Thicker or thinner gauges may also be produced.

Other materials such asplasticandfibreglassare also given the corrugated look. Many applications are

available for these products including using them with metal sheets to allow light to penetrate below.

Pitch and depth
http://en.wikipedia.org/wiki/Mild_steelhttp://en.wikipedia.org/wiki/Mild_steelhttp://en.wikipedia.org/wiki/Mild_steelhttp://en.wikipedia.org/wiki/Corrugated_galvanised_iron#cite_note-4http://en.wikipedia.org/wiki/Corrugated_galvanised_iron#cite_note-4http://en.wikipedia.org/wiki/Corrugated_galvanised_iron#cite_note-4http://en.wikipedia.org/wiki/Roll_forminghttp://en.wikipedia.org/wiki/Roll_forminghttp://en.wikipedia.org/wiki/Roll_forminghttp://en.wikipedia.org/wiki/Sheet_metalhttp://en.wikipedia.org/wiki/Sheet_metalhttp://en.wikipedia.org/wiki/Sheet_metalhttp://en.wikipedia.org/wiki/Die_(manufacturing)http://en.wikipedia.org/wiki/Die_(manufacturing)http://en.wikipedia.org/wiki/Die_(manufacturing)http://www.cherngji.com.tw/roll-forming-machine/roll-forming-machine-video-stacker.htmlhttp://www.cherngji.com.tw/roll-forming-machine/roll-forming-machine-video-stacker.htmlhttp://www.cherngji.com.tw/roll-forming-machine/roll-forming-machine-video-stacker.htmlhttp://en.wikipedia.org/wiki/Ferroushttp://en.wikipedia.org/wiki/Ferroushttp://en.wikipedia.org/wiki/Alloyshttp://en.wikipedia.org/wiki/Alloyshttp://en.wikipedia.org/wiki/Alloyshttp://en.wikipedia.org/wiki/Stainless_steelhttp://en.wikipedia.org/wiki/Stainless_steelhttp://en.wikipedia.org/wiki/Stainless_steelhttp://en.wikipedia.org/wiki/Copperhttp://en.wikipedia.org/wiki/Copperhttp://en.wikipedia.org/wiki/Copperhttp://en.wikipedia.org/wiki/Aluminiumhttp://en.wikipedia.org/wiki/Aluminiumhttp://en.wikipedia.org/wiki/Aluminiumhttp://en.wikipedia.org/wiki/Sheet_metal_gaugehttp://en.wikipedia.org/wiki/Sheet_metal_gaugehttp://en.wikipedia.org/wiki/Sheet_metal_gaugehttp://en.wikipedia.org/wiki/Plastichttp://en.wikipedia.org/wiki/Plastichttp://en.wikipedia.org/wiki/Plastichttp://en.wikipedia.org/wiki/Fibreglasshttp://en.wikipedia.org/wiki/Fibreglasshttp://en.wikipedia.org/wiki/Fibreglasshttp://en.wikipedia.org/wiki/Fibreglasshttp://en.wikipedia.org/wiki/Plastichttp://en.wikipedia.org/wiki/Sheet_metal_gaugehttp://en.wikipedia.org/wiki/Aluminiumhttp://en.wikipedia.org/wiki/Copperhttp://en.wikipedia.org/wiki/Stainless_steelhttp://en.wikipedia.org/wiki/Alloyshttp://en.wikipedia.org/wiki/Ferroushttp://www.cherngji.com.tw/roll-forming-machine/roll-forming-machine-video-stacker.htmlhttp://en.wikipedia.org/wiki/Die_(manufacturing)http://en.wikipedia.org/wiki/Sheet_metalhttp://en.wikipedia.org/wiki/Roll_forminghttp://en.wikipedia.org/wiki/Corrugated_galvanised_iron#cite_note-4http://en.wikipedia.org/wiki/Mild_steel


5/36

The corrugations are described in terms of pitch (the distance between two crests) and depth (the height

from the top of a crest to the bottom of a trough). It is important for the pitch and depth to be quite

uniform, in order for the sheets to be easily stackable for transport, and to overlap neatly when making a

join. Pitches have ranged from 25 mm (1 inch) to 125 mm (5 inches). It was once common for CGI used

for vertical walls to have a shorter pitch and depth than roofing CGI. This shorter pitched material was

sometimes called "rippled" instead of "corrugated". However nowadays, nearly all CGI produced has thesame pitch of 3 inches (76 mm).

Echo

Clapping hands or snapping ones fingers whilst standing next to perpendicular sheets of corrugated iron

(for example, in a fence) will produce a high-pitched echo with a rapidly falling pitch. This is due to a

sequence of echoes from adjacent corrugations.

If sound is traveling at 344 m/s and the corrugated iron has a wavelength (pitch) of 3 or .0762m t his will

produce an echo with a maximum wavelength of that order, which corresponds to a frequency of 4500 Hz

or so (approximately the C above top A on a standard piano). The first part of the echo will have a much

higher pitch because the sound impulses from iron nearly opposite the clapper will arrive almostsimultaneously.

Corrosion

Rusted corrugated steel roof

Although galvanising inhibits the corrosion of steel, rusting is inevitable, especially in marine areas -

where the salt water encourages rust - and areas where the local rainfall is acidic. Corrugated steel roofs

can last for many years if protected by a layer ofpaint.
http://en.wikipedia.org/wiki/Painthttp://en.wikipedia.org/wiki/Painthttp://en.wikipedia.org/wiki/Painthttp://en.wikipedia.org/wiki/File:Rust_1.jpeghttp://en.wikipedia.org/wiki/File:Rust_1.jpeghttp://en.wikipedia.org/wiki/File:Rust_1.jpeghttp://en.wikipedia.org/wiki/File:Rust_1.jpeghttp://en.wikipedia.org/wiki/Paint


6/36

WHAT IS ASBESTOS SHEET ??


7/36

Roofing Solution Market Research

Questionnaire

Objective:

Retail Audit for in-depth understanding of Roofing Market

Name of Town :

Town Population:

Date :

No. of Retail Outlets selling GC / PPGI / Cement Sheets

*Sale of GC in MT / Month from that outlet.

S.No. Name of Outlet GC*(MT)PPGI

*(MT)

Asbestos

*(MT)

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20


8/36

At Retail Outlet(All Retailers in a town to be covered)

Firm Name

Address

Name of Owner

Contact No.

Depth

GC PPGI Asbestos

Sale per mth in MT

Stock in No. of

Units

Question 1. Do you intend to upgrade to GC, PPGI in the near future? Why?

Question 2. Do you have any preference to a particular brand/product? Why?


9/36

Distributor:(All Distributors to be covered)

Firm Name

Town

Address

Name of Owner

Contact No.

Primary Business

GC PPGI Asbestos Cement Sheet

Sales in MT

No. of Retailers

Brand

Distribution

Brand

Sale /

monthin MT

Distributo

r Margin %Brand

Sale /

monthin MT

Distributo

r Margin %Brand

Sale /

monthin MT

Distributo

r Margin %

Tata Tata

JSW JSW

Uttam Uttam

Nationa

l

Nationa

l

Essar Essar

Others Others

Questions

1. Do you have any preference towards a particular brand? Three Reasons why the

brand?

2. Which Brand has the highest following amongst the consumers?


10/36


11/36

DATA SHEET TO BE FILLED WHILE AUDIT BY RESERCHER FROM RETAILER


12/36

Markets visited

Total Four districts selected for research are following

MehsanaAhmedabadGandhinagarSabarkantha

I have started with Mehsanna and Gandhinagar.following towns were covered inrespective district

Mehsana (market 1)

Kadi

Mehsana city

Visnagar

Ahmedabad (market 2)

Ahmedabad City

Sanand

Bavla

Gandhinagar (market 3)

Dehgam

Pethapur

mansa

Sabarkatha (market 4)

Himmatnagar

Prantij


13/36

Idar

1.MEHSANA

Mehsana

Kadi

Mehsana city

Visnagar


14/36

Ahmedabad

Ahmedabad City

Sanand


15/36

Bavla

Gandhinagar

Dehgam

Pethapur

mansa


16/36

Sabarkatha

Himmatnagar

Idar

Prantij


17/36

Market selection criteria

The first and for most thing that affected the market selection was view of Mr Govani,who was my project guide. After a short discussion we chose the above market but whileselecting it we have considered the following parameters.

1 . Population of town

Population of town will decide the sale of GC sheets and asbestos sheets ,more thepopulation more will be the sale. if population is less the GC sale will also tend to be less

As we were only covering 3 towns per district it was necessary to consider a town withmore population first, so that the we can cover all the retail shop in that town andmaximum in the district

A town selection from given list by using its population was the one criteria

2 economic importance in map of gujarat

This was also a one of the very important criteria that was taken intoconsideration by the researcher and guide

3.knowledge of the guide

Mr.govani is working with essar and is having knowledge of the estimated number of theretail store and distributers in the given towns so his knowledge had made our tasksimpler

4.Convenience of researcher

This was a last but significantly affecting criteria, The most town selected were connectedthrough national highway or state highway to ahmedabad where the researcher waslocated.

But normally the town connected with the national or state highway satisfies the abovethree criteria.


18/36

d. Method of Research

i. Retailers.

Almost all the retailers in the given town were covered and they were asked the following question by theresearcher

At Retail Outlet(All Retailers in a town to be covered)

Firm Name

Address

Name of Owner

Contact No.

Depth

GC PPGI Asbestos

Sale per year in MT

Stock in tone

Question 1. Do you intend to upgrade to GC, PPGI in the near future? Why?

Question 2. Do you have any preference to a particular brand/product? Why?


19/36


20/36

Distributors

Distributors were asked the following questions and they were need to help the researcher

fill the SKU sheet as per followings. All the distributer in the four district were covered.

Distributor:

Firm Name

Town

Address

Name of Owner

Contact No.

Primary Business

GC PPGI Asbestos Cement Sheet

Sales in MT

No. of Retailers

Brand

Distribution

Brand

Sale /

month

in MT

Distributo

r Margin %Brand

Sale /

month

in MT

Distributo

r Margin %Brand

Sale /

month

in MT

Distributo

r Margin %

Tata Tata

JSW JSW

Uttam Uttam

Nationa

l

Nationa

l

Essar Essar

Others Others

Questions

1. Do you have any preference towards a particular brand? Three Reasons why the

brand?

2. Which Brand has the highest following amongst the consumers?


21/36

Research findings

1 . GC

Sale of GC sheets was the most important thing to be found out

The total sale of GC in total 12 town is as per under

Sales in tone per year*

Name ofCompany

GC PPGI ASBESTOS

Tata 3739 227 Everest

Jindal 3430 173 Charminar

Indian 1870 10 lotus

Uttam 50 vishkha

Essar 655 15 Ramko

Swastik

saurabh

Total 9744 425 2204


22/36

TOP 20 selling skus list

The most effective way to count the top selling sku is to consider sku with 910 mm widh(in TATA) and800(Indian and jindal)width as same sku,as retailer and customers only use one word for both and that isnarrower .where as the customer use the wider word for the 1200 mm sku. Let us usethe symbol Wand N for a given

N = narrower =910mm(tata)or 800mm(Indian or jindal)

W = wider =1220mm

SKU Rank Thickness in mm Length in ft Wide(W) or Narrow(N)

1 0.50 12 Wide(W)

2 0.50 10 Wide(W)

3 0.50 16 Wide(W)

4 0.50 14 Wide(W)

5 0.60 12 Wide(W)

6 0.60 10 Wide(W)

7 0.45 10 Wide(W)

8 0.45 12 Wide(W)

9 0.50 10 Narrow(N)

10 0.50 12 Narrow(N)

11 0.40 10 Wide(W)

12 0.40 12 Wide(W)

13 0.45 16 Wide(W)

14 0.45 14 Wide(W)

15 0.50 16 Narrow(N)

16 0.50 14 Narrow(N)

17 0.40 16 Wide(W)

18 0.45 16 Narrow(N)

19 0.45 12 Narrow(N)

20 0.60 12 Narrow(N)


23/36

Area of application

The following are main area of application for GC sheets.

G.C. Sheets & GP sheets

Applications of GC Sheets

CONSTRUCTIONRoofing, Side-Walls, Partitions, Panels, Ghamelas.

AGRICULTURAL

Shovels, feeding troughs, grain silos, sprayers

OUTDOORSign Boards, Hoardings, Road Signs


24/36

Market share summery

Sale of ppgi sheets was the most important thing to be found out

The total sale of GC in total 12 town is as per under

The market share for each brand is

Brand Marketshare

TATA 38%

JINDAL 35%

INDIAN 19%

ESSAR 7%

UTTAM Lessthen1%


25/36


26/36

TOP 10 selling PPGI

Only 10 sku for PPGI sheets are prevailing in market and the list of that are as below

Here we must note an important thing that the TATA PPGI are of 0.45mm thickness only, where as othercompanies are Having a PPGi sheets of 0.50mm thickness

COMPANYNAME

THICKNESS

(IN MM)

WIDTH

(IN FT)

LENGTH

(IN FT)

Rank Brandwise

TATA 0.45 3.5 8 5

0.45 3.5 10 1

0.45 3.5 12 2

0.45 3.5 14 3

0.45 3.5 16 4

JINDAL&ESSAR 0.50 3.5 8 5

0.50 3.5 10 1

0.50 3.5 12 2

0.50 3.5 14 3

0.50 3.5 16 4

I was supposed to fin out the most selling 20 sku but here only 10 skus in the market so theyareundoubtedly top selling


27/36

Area of application


28/36

Market share summary for the PPGI

Market share of the PPGI is shown in the following table

Name of Company PPGI (in tone per year)

Tata 46%

Jindal 35%

Indian 2%(doubtful)

Uttam -

Essar 18%

Total


29/36

iii. Asbestos Cement Sheet:

1.summary

a. Usage

the total usage ot the asbestos sheet ate as per shown in the table, table aso shows thename of different brands that are prevailing in the market

ASBESTOS SHEET TOTALSALE

NAME OF BRAND

Everest

Charminar

lotus

vishkha

Ramko

Swastik

saurabh

2204 tone per year


30/36

b. Top Selling SKU

only six sku are used by all the companies and from that six sku the following are per their sale

RANK (SALEWISE)

THICKNESS WIDTH LENGTH

1

2

3

4

5

6


31/36

C . AREA OF APPLICATION


32/36

iv. Key Competitors

1. Positive and negative points across each product category.


33/36


34/36

d. Method of Research

i. Retailers.

ii. Consumers.

iii. Distributors.

e. Research Findings Market Potential):

i. GC:

1. Summary

a. Usage

b. Top Selling SKU

c. Area of Application.

d. Market share summary.

2. Market 1

3. Market 2

4. Market 3

5. Market 4


35/36

ii. PPGI:

1. Summary

a. Usage

b. Top Selling SKU



2. Market 1

3. Market 2

4. Market 3

5. Market 4

iii. Asbestos Cement Sheet:

1. Summary

a. Usage

b. Top Selling SKU



2. Market 1

3. Market 2

4. Market 3

5. Market 4

iv. Key Compititors

1. Positive and negative points across each product category.

2. Margin and credit analysis.

3. Stock and availability analysis.

4. Marketing support analysis.


36/36

gc market reserch in gujarat

Documents