A Project Report on Marketing Of Jindal Steel & Power Limited Submitted to The Indian Institute of Planning & Management Submitted by:- Bishnu Shankar Singh Batch-SRPM-E-T3 Session: SS-211-13(ISBE-E) Mob: 9007513568 1 Acknowledgement Apart from my efforts, the success of this project depends largely on the encouragement and guidance of many others. I take this opportunity to express my gratitude to the people without whom this project would not have been a success. I wish to express my gratitude towards Mr. Praveen Kumar, GM (HR Group), Mr.Kaushik Basu, Sr.DGM (Marketing) / Regional Manager, Mr Pradip Jaiswal, Deputy Manager (Marketing) and Mr Prabhav Singh, Asst.Manager (Marketing) for providing me with an opportunity to pursue an internship at JSPL. I would like to acknowledge the efforts and support of all employee of Kolkata office (Marketing) for her guidance and support as my guide at JSPL. He was extremely cooperative and willing to share his valuable experiences with me and helping me understand the Marketing at JSPL. I am obliged to the managers who head the Stockyards (EAST, Kolkata) departments for their cooperation during the internship. Without them I would not have been able to understand the supply or delivery operation at JSPL. Bishnu Shankar Singh 2 executive SummAry It was a great opportunity to do this project for Jindal Steel& Power Ltd, sales and marketing department, Kolkata. The basic objective of the project is how product is marketed at JSPL. Moreover, to know the current market of JSPL and its competitors. It was important to know the opinion of the end users about the quality of the product and usage. Keeping the above objective in mind, every effort was made to reach to the factual position at the ground level and was tried hard to figure out the constraints. The primary data collected thereby was of quality and has thrown up some revealing facts. Detailed analysis of the raw data depicted the trend prevailing in the market about its market share and other segments of the marketing which are of immense value. In this era of brand consciousness It should also try to provide effective discount rate and different programs to attract more customers as well as retain in the present customers .Other vital things are maintaining good customer relationship by promotional schemes, raising the credit limit that is being offered to most of the companies. In fact, the brand of the group is known for high degree of trust, loyalty, worthy price and dependability. JSPL are known by their brand and their Endeavour is for carving a niche in whatever business they are in. JSPL have maintained high standards in addressing customer grievances and I‘m sure that the outcome of this study will be taken in the right perspective and hope it will act as a tool for improving the quality of products and services. 3 Content SL.NO Particular PAGE NO Part I: Essential Company Information: 1 - 14 i. Company Product-Market scope ii. Current Product Portfolio and Position in the Market iii. Competitive scenario-Present and potential Part II: The Content 15 - 26 i. Define the live problem or topic of the project working on ii. Objective of the topic or the study iii. Sources of data collection iv. Report of Data Collection and Analysis v. Findings and Observations vi. Recommendations vii. Conclusion viii. Bibliography Part III: Learning from the Internship: 27 - 39 i. Organization Structure ii. Leadership style of Top Management iii. Decision making styles iv. Quality and nature of teamwork v. Organizational culture vi. Major strengths/Weaknesses 4 EssentiAl compAny informAtion Shri O.PJindal was the Chairman of the Jindal Organization; He established a successful business enterprise Jindal Steel and Power under the flagship of the Jindal Organization, of which he was the chairman. In November 2004, Jindal was awarded the prestigious "Life Time Achievement Award" for his outstanding contribution to the Indian Steel Industry by the Bengal Chamber of Commerce and Industry. According to the latest Forbes' List, he was Late Shri O .P Jindal ranked 13th amongst the richest Indians and placed 548th amongst the richest persons of the world. Mr. Naveen Jindal is the Chairman and Managing Director of Jindal Steel & Power Limited (JSPL) which is one of the most efficiently managed steel companies in the world. The company is a part of the about US$ 15 Billion O.PJindal Group. The company has the world’s largest coal-based sponge iron capacity and has established a Rail & Universal Beam Mill, which is manufacturing the world’s longest 121 meter rails and parallel flange beams &columns in large sizes for the first time in India. Mr. Naveen Jindal 5 orgANISATIONAl GUIDE INFORMATION Company: - Jindal Steel & Power Ltd. (JSPL) Web Site: - www.jindalsteelpower.com Human Resource Department:- Name : Mr. Praveen Kumar Designation : General Manager (Group HR) Marketing Office (Kolkata):- 01. Name : Mr.Kaushik Basu Designation : Sr.Deputy General Manager (Sr.DGM) 02. Name : Pradip Jaiswal Designation : Deputy Manager-Marketing 03. Name : Prabhav Singh Designation : Asst. Manager-Marketing 6 HierArcHy of jSpl At kolkAtA office 7 compAny product-mArket Scope TYPES OF PRODUCTS mArketed:- 1. Rails 2. Parallel Flange Beams 3. Medium & Light Structural Mill 4. Plates & Coils 5. Semi-Finished Products 6. Wire Rods 7. TMT Bars 8. Power 9. Ferro Chrome 10. Silico Manganese 11. Sponge Iron RailS Long Rails from JSPL • Normal grade typified by 710 N/mm2; Minimum UTS • Wear Resistance Grade typified by 880 N/mm² minimum UTS to 1080 N/mm² UTS • Crane Rails: CR 80, CR 100 sections • Track Rails: UIC 54, UIC 60 and IRS 52 sections: Up to 121 m • Provides 240/484 metre Flash Butt Welded Rails JSPL is also a preferred supplier for Crane Rails which find widespread usage in EOT cranes as well as for Gantry Crane operations. Applications:- a) Rail track for High speed Trains, Sliding of Power Plants , Refineries, Cement, Fertilizers and Steel Plant ,etc. 8 b) Crane rails for Ports & Harbours, Factories, Mines, Launch Pad, and Shipyards etc. ParAllel flAnge BeAm Product Specifications • Channels: 250 mm-400 mm • Welded beams: 350 mm to 3000 mm (fabricated in custom made sizes) • Universal Beams: 203 x 133 to 610 x 229 mm • Universal Columns: 152x152 to 356 x 368 mm • H-Beams as per BIS Code No.IS-12778 are available for sizes up to 900 x 300 mm JSPL today rolls 28 different sections and over 100 different variants (unit- weights) of Structural steel including beams columns and channels conferring to Indian and International series BS/UB/UC/NPB/WPB/IPE/HE Applications:- Refineries,Airports,Flyovers,Metro Rail Projects, Shopping Malls, Power Plants,Stadiums,Cement & Steel Plants & Industrial Sheds.etc medium & ligHt StructurAl mill Product Specifications EQUAL ANGLES (ISA) 100 – 200 mm CHANNELS (ISMC) 75 – 300 mm BEAMS - NPB / IPE 100 – 300 mm BEAMS - WPB / HE 100 – 200 mm FLATS 50 – 300 mm RAILS 30 lb/yd & 24 kg/m. 9 Applications:- Ship Building, Line Pipe, Automotive, Pressure Vessel, Boilers, Pen Stocks, General Engineering & Fabrication etc. plAteS & coilS Product Specifications Discrete Plates Furnace Normalized Plates Width 1500 mm - 3500 mm Max. Length 13 Thickness 7 mm - 120 mm meters Thickness 40mm - 80mm Cut to Length Plates Hot Rolled Plates Width 1500 mm to 2500 Width 1500 mm to mm 2500 mm Thickness 7mm – 16 mm Thickness 7 mm – 25 mm Length 6000 mm – 12500 mm Max. Weight 25 MT per coil 10 Cut to Length Plates Hot Rolled Coils Width 1500mm to Width 1500 mm to 3000mm 2500 mm Thickness 7mm - 16mm Thickness 7mm - 25mm Current production and distribution of plates and coils in various segments: General engineering & Railway Wagons structural fabrication Oil & Gas Pressure vessel & boilers pipelines Bridges & Flyovers Shipbuilding Applications:- General Engineering, Structural Fabrication, Bridges & Flyover, Shipbuilding, Boilers & Pressure Vessels, Railways Wagons, Oil & Gas Pipe Lines.etc. Semi - finished productS Products Size Range Billets: 130 mm, 150 mm, 165 mm, 200 mm, 250 mm squares. Length - up to 13 METRES; Rhomboidity – 5 mm (max) Blooms: 285 mm x 390 mm and 280 mm x 320 mm rectangle Beam: 140 mm, 160 mm, 200 mm, 220 mm, 255 mm, 280 mm, Blanks: 305 mm, 355 mm diameter 11 Rounds: 140 mm, 160 mm, 200 mm, 220 mm, 255 mm, 280 mm, 305 mm, 355 mm Diameter rounds Slabs: Width – 1500 mm to 2600 mm ; Thickness – 215 mm, 250 mm & 280 mm ; Length - 3.0metre to 8 metre Rhomboidity – 5 mm max; Bulging - 2.5 mm max; Camber – 2 mm per Metre; Normal cast surface Applications:- Beams such as H-Type, I-Type, Box Sections are used mostly in Large support column, and Beams for manufacturing & Process Plant, Airports, High Rise, Buildings, Power Plants, Stadiums, Flyovers, Forging Industry, Rolling Units and Seamless Pipe Manufacturers in India as well as International market of Europe, South-East Asia, West-Asia and Middle East etc. wire rodS Product Specification:- • Plain Rod : 5.2, 5.5 – 22 mm (in 0.5 mm increments) • Coil weight : 2.48 ton • Coild Outside Dia : 1250 mm • Coil Inside Dia : 850 mm Dimensional Tolerance Size (mm) Tolerance (mm) Maximum Ovality (mm) 5.5 – 22.0 +/- 0.10 0.12 12 Grades Low Carbon Grades: SAE 1006/1008/1010/1012/1015/1018/1020, CAQ Medium Carbon Grades: SAE1030/1035/1038/1040/1541/EN8D High Carbon: HC36/40, HC41/45, HC51/55, HC56/60, HC61/65, HC66/70, Tb68, HC71/75, HC76/80, HC81/85, PSC116, SWR52A, SWR62A, SWR82A Cold Heading Quality: SAE1010/1015/1018/1020, SAE10B21, SAE15B25, SAE15B41, 19MnB4 Electrode Quality Grades: EQ (IS2879), JSPL Weld (MIG), EM12K Free Cutting Grades: SAE 12L14, EN 1A, EN 8M, EN 15AM Ball Bearing Grades: EN31, SAE52100 Alloy Grades: 16MnCr5, 20MnCr5, SCM 415H, SCM 420H, SAE8620, SAE4135, SAE4140 Applications:- Fasteners, Bolt, Rivets & Screw, General Purpose Wires, Nails, Electrode Wires, Industrial Wires, Agricultural Wires, Chains & Upholstery Wires, Tyre Bead & Hose reinforcement Wires, Pre-Stressed Concrete Strands Wires, Spring Wires, Wire Ropes etc.