Download - 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