A Project Report On

Total market scenario & building customer satisfaction

For Bhushan steel limited Sahibabad

A project report submitted during industrial for the partial fulfillment of the degree, PGDBM NATIONAL INSTITUTE OF MANAGEMENT OF TECHNOLOGY, MOHAN NAGER

Submitted To Mr. K.P. Singh Chairman NIMT, GHAZIABAD

Submitted By:Deepak Kumar PGDBM, E. no:-27228

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CERTIFICATE

The report entitled Market scenario & building customer satisfaction submitted for the National Instituted of Management & Technology, Mohan nagar, is an original work carried out by Deepak Kumar under our supervision, during his summer internship of eight weeks. This work has not been submitted in part or full to this or any other institute/ university for any degree or diploma.

We found him to be hard working and sincere and we wish him success in his entire future endeavor.

Name: - Mr.Puneet Bansal Industry guide

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ACKNOWLEDGEMENT
This has been my first experience in the corporate world and has been a truly leaning experience for me. The project assigned to me had a great learning potential and tremendous scope of application.

There have been many people who have supported me throughout the project and I take this opportunity to thank them for their time and effort.

I would like to thank my project guide Mr. Puneet Bansal for making every effort to ensure that my project was truly a learning experience for me and without whose support the project could not be completed.

I would also like to thank Mr. N.Agarewall, Virendra Kumar for giving his valuable thoughts and helping us in understanding things better relating to the industry to the industry, which would be very beneficial in our future aspects.

Last but not the least; I would like to thank my family for constantly encouraging and supporting me throughout my project.

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DECLARATION

I hereby declare that project report entitled Total market scenario & building customer satisfaction is written and submitted by me under the guidance of Mr. Puneet Bansal (marketing manager) is my original project.

The finding and interpretations in the report are based on the data collected by me during the survey.

-Deepak Kumar

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CONTENTS

1. About the company 2. Project Methodology 3. Make the questionnaires required 4. Questionnaires (Bhushan steel Limited-SBD) 5. Industry profile 6. SWOT ANALYSIS 7. Capacity of Bhushan steel limited 8. Milestone of Bhushan steel limited 9. 10 years financial summary 10. Market scenario & why Customer satisfaction is important? 11. Global scenario & domestic scenario 12. Cold Rolled product scenario in India. 13. Common application of zinc coated galvanized steel 14. Why Customer satisfaction is important? 15. Function of marketing department. 16. Findings and interpretations 17. Benefit of customer 18. Conclusion 19. Bibliography

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In todays competitive scenario it becomes very necessary for the manufacturers to who the prospective customer by offering the desired features in the product and more value for money so as to delight them. Promotional campaigns therefore become an essential feature to achieve the objectives of arousing the interest of prospective customer. As the part of this, Bhushan steel limited (BSL) gave me the task to carrying out the study of customer satisfaction at Sahibabad.

Objective:-

1. Customer satisfaction survey To find the percentage of satisfaction among

customer.

2. To find the proportion of Bhushan steel products in the customer overall

purchase.

3. To find other sources from which their which their customer purchase steel.

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ABOUT THE COMPANY

Honble Mr. Brij Bhushan Singhal is the founder of Bhushan steel limited in 1987 at Sahibabad (U.P). Bhushan steel limited Indias for most Cold Rolled, galvanized and special steel producer having plants located at Sahibabad (U.P.) khapoli (Maharashtra) and new HR plant is making Orissa with an annual turn over around Rs. 5000 crores per annum and likely to go up to Rs 5500 crores in the financial year. Bhushan steel is leading the technological revolution in Indian cold rolled steel industry today and defining new frontier of customer satisfaction. Be it through technology and product upgrades, R&D efforts or stringent quality control measures, company is consistent in pursuit of value.

Bhushan steel has earned a quality system of international standards by getting certification of QS-9000 quality management system based on the certification audit of QS-9000-1998 edition conducted by DET NORSKE VERITAS, NETHERLAND. The Sahibabad plant operation at full capacities, the setting up of the integrated steel and power plant in Orissa ushers in a new era for BSL as well as the Indian steel industry. Not only is this HR plant slated to be one of the most advanced hot rolling steel plants in the world, it also paves the way for the full- scale vertical integration of BSL.

From the basic raw material of iron ore to the finished value added steel, BSL will be firmly present in every link of the value chain. Bringing about a substantial reduction in manufacturing costs, This vertical integration will also been consistently posing healthy profit margins BSL has also been consistently posting healthy profit even in the most adverse year for steel manufactures. Presently the organization I moving from strength to strength financially after the exponential increase in overall in the year gone by.

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The trademark BSL commitment to the highest standards of quality through the best available and most advanced technology has paid rich dividends in the form of even greater customer satisfaction and a much larger.

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PROJECT METHODOLOGY
1. Assemble the survey team. 2. Make the questionnaires required. 3. Collect customer contact data. 4. Selection of samples for the survey. 5. Visiting the companies alerting customers about the survey. 6. Get the questionnaires filled and collect the required information from the customer. 7. Evaluate the questionnaires. 8. Analyze the findings. 9. Interpret the findings. 10. Formulation of final report. ASSEMBLE THE SERVEY TEAM:A survey team of two people was assembled under the guidance of marketing executives in bhushan steel limited. Once assembled the team had to meet for discussing and clarify survey procedures especially the following: Things that were to be covered in the survey according to the priorities of the company. How the survey was to be done. Data collection and reporting procedures. Meeting at proper intervals.

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MAKE THE QUESTIONNARIES REQUIRED:

Taking into consideration various requirement of the company the questionnaires was formed. Two questionnaires were formed. One was customer satisfaction and other was bhushan steel share in customers overall purchase. Quality, delivery, price, and techno commercial service were the few attributes that were included in the questionnaire of customer satisfaction survey. Total purchase of the customer, from where they bought and how much quality, were the few parameters while forming the questionnaire of bhushan steels share in customers overall purchase.

COLLECT CUSTOMER CONTACT DATA:

The data relating to customer of the bhushan steel was collected from company official and from the ERP (enterprise resources planning) software SAP that is installed in the bhushan steels. Following information was collected customers name & address.

SELECTION OF SAMPLE FOR THE SURVEY:

The companies who are the direct customer of bhushan steel limited were selected randomly as the samples for the survey. The area covered during the survey was Noida. Greater Noida, Faridabad, and gurgaon.

VISITING THE COMPANIES ALERTING CUSTOMERS ABOUT THE SURVEY:

The companies selected as a sample for the survey were visited and the required information was collected from the survey.

GET THE QUESTIONNAIRRES FILLED & COLLECT THE REQUIRED INFORMATION FROM THE CUSTOMER:
The customer of bhushan steels filled the questionnaires and the required data was collected.

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EVALUATE THE QUESTIONNARIRE:

After the collection and calculated data was presented by graphs using excel.

INTERPRET THE FINDING

On the basis of calculations and analysis, suggestions and recommendations were made.

FORMULATION OF FINAL REPORT:

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QUESTION

BHUSHAN STEEL LIMITED-SBD

Format Name: - Customer satisfaction data sheet Customer name:Period of rating:S.NO 1.0 1.1 1.2 SATISFATION INDICATIONS QUALITY: CONSISTENT QUALITY HANDLING OF COMPLAINTS &CORRECTIVE ACTION DELIVERY TIMELY DELIVERY PACKING & LEBELING RESPONSE TO SCHEDULE CHANGE CORRECTNESS OF DOCUMENT TIMELY RECEIPT OF DOCUMENTS TIMELY INFORMATION OF DELIVERY PRICE VALUE FOR MONEY TECHNO-COMERCIAL SERVICES: AVAILABILITY OF KEY PERSONNEL SOLUTION ORIENTED APPROACH POSITIVE ATTITUDE TO CUSTOMER RATING(1-5) REMARKS(IF ANY)

2.0 2.1 2.2 2.3 2.4 2.5 2.6 3.0 3.1 4.0 4.1 4.2 4.3

SCALE:- 5-EXCELLENT, 4-V.GOOD, 3- GOOD, 2-POOR, 1-V.POOR

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OVER ALL RANKING OF BSL BEST RANKING (IF BSL IS NOT NO. 1) (IF POSSIBLE PLASE PROVIDE NAME, THIS WILL GREATLY HELP US IN DEVELOPING BENCHMARK)

ANY COMMENTS/ SUGGESTION FOR IMPROVEMENT:

CUSTOMERSAUTHORISES SIGNATURE SEAL

THANK YOU YOUR VALUABLE SUGGETIONS AND RATING.

BHUSHAN STEEL LIMITED-SBD

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Customer Name: M/S 1. How much steel do you purchase per year? 2. Which types of grades do you purchase? Hot Rolled Cold Rolled Galvanized plate Color coated sheets ERW tubes 3. Who are your domestic suppliers of steel? Bhushan Jindal Tisco Ispat Sail Others Other, if Yes (please specify sources) --------------------------------4. Do you use our steel in any your product? (A) Yes (B) No

5. What kind of steel do you use? (A)Primary (B) secondary

6. Are you satisfied with our product?

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(A)VS (B) S

(C) N

(D) D

(E) VD

7. What type of quality are you expecting from us? 8. What is your post purchase behavior towards our product? (A)Positive (B) Negative (C) Nurture

9. What difference do you find between our product &competitor product? 10. Do you find any weakness in any product? (A) Yes (B) No

11. Do you think we handle you complained properly? (A)Yes (B) No

12. Are you satisfied with our delivery serious? (A)Yes (B) No

13. Are you satisfied with our packing? (A)Yes (B) No

14. What other services would you like to receive from us?

15. Are you satisfied with the price offered?

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INDUSTRY PROFILE

STEEL INDUSTRY IN INDIA

After five different years during which most steel companies ended up in the red, the steel industrys fortunes are taking a turn for the better. The latest result of steel companies indicates that if demand and prices remain at the same levels for the rest of the fiscal. The industry can be expected to turn around by the end of this fiscal. On a yoyo basis, the Q1FY07 results show that net losses have comes down by 83%, while sales have risen by 18.8%. Sales: The 19% growth in sales that the industry has posted is not the result of good performance by a few companies. Sales have rises across the board for all companies in the sector and are an indication of the improvement in demand that has taken place. Only mukand seems to have posted a marginal decline in sales and this is on account of the cutback in production in the foundry at kurla.

The top line growth does not seem to be on the back of higher volumes alone. Realizations have also contributed to higher sales. While Tiscos volumes rose buy 13%, we expect the volume companys Galvanized sheets to have gone up by 7% SAILS volumes look to have dropped during the year. According to SAIL, the companys galvanized sheets have gone up by 16%. A back of the envelope calculation would show that, and then sales volume must have declined by 9%. The other major performer during the quarter has been JVSL, which has shown a 110% growth in sales. We expect the sales volumes to have risen by more than 90%. The companys sales galvanized sheets have shot up by Rs 1350/ton. Essars sales volumes were up by 28%, while galvanized sheets are expected to have risen by 17 %. The higher galvanized are not only on account of higher process but the companies have also been improving their product mix in favor of higher value asses grades.

Exports have also shot up during the quarter. In spite of the ante dumping case. Exports to the US have raised by more than 500% in Q1 FY07to 966,000tons. JVSL is exporting around 10,000 tons a month while Essar exported 215,000 tons in Q1 as

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against 121,000 tons in the corresponding quarter of the previous fiscal a rise of 78%. Jiscos export of galvanized steel trebles to rs.1.25bn during the same period. Hem Securities has recommended a buy rating on Bhushan Steel with a target of Rs 1016 in its May 27, 2008 research report. "The company has posted the compounded annual growth rate of 16.16% in top line and 38.92% in bottom line in last three years and is expected to maintain its growth in coming years. The company is spearheading a technological revolution in Indias Cold Rolled Steel industry and, in the spirit of a true leader, is ceaselessly striving to raise the bar, achieve new milestones and set new benchmarks in terms of quality of products and degrees of customer satisfaction." "The stock at the current market price of Rs 769.45 is trading 7.95 times to its earnings of Rs 96.80 and 2 times to its book Value of Rs 382.76. We initiate a BUY signal on the stock at the current levels with a target of Rs 1016 in the medium to long-term investment horizon with an appreciation of 32%," says Hem's research report.

PERFORMANCE OVERVIEW
BSLs results were driven by a sales volume growth of 1.1% to ~306.1k mt and a 14% improvement in realizations to Rs39.7k/mt, leading to a ~15% rise in net sales to Rs12.2bn. Exports were lower by 2.3% to Rs3.5bn, as rupee appreciation had its impact. However, this was negated by 23.6% rise in domestic sales to Rs10bn. The volumes from Orissa phase-I capacities continues to rise resulting in a 110% improvement in contribution to sales. The total production volume of BSL for Q4FY08 stood at ~568.2k mt, registering a rise of 17%. This was due to a 0.4% rise in flat product volumes and a robust 79.3% surge in long products volume ~183.7k mt.
QFY08 Q4FY07 YoY(%) Q3FY08 QoQ(%)

Cold Rolled Galvanized Steel H&T HTSS Colour Coating

236 120 2 3 24

235 121 2 4 21

0.1 (0.8) 14.6 (11.4) 11.4

228 106 2 2 19

3.2 12.9 20.4 85.8 22.4

FLAT PRODUCTS 0.4

Billets Sponge Iron Wire Rods Tube & Shutters Formed Sections 72 81 15 16 0

385
28 46 10 18 0

383
155.5 75.2 45.2 (10.4) 17.5

0.4
28 46 10 18 0

383
155.5 75.2 45.2 (10.4) 17.5

LONG PRODUCTS 79.3

184

102

79.3

102

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Total 529 7.4

568

485

17.0

Higher production volumes led to a 1.1% improvement in sales volume to ~306.1k mt, post internal consumption. The domestic volumes stood at ~216.3k mt (+0.9%) whereas export volumes were higher by 1.5% to ~89.8k mt. Although the per ton cost of production witnessed a rise of 4.3% to Rs30.1k/mt, this was negated by the higher realizations, leading to a 699bps expansion in OPM to 24.2% on a YoY basis. As a result, operating profit grew by 62% to Rs2.9bn. The expanded capacities at Orissa led to a 239% and 11.5% rise in interest and depreciation expense respectively. The former stood at Rs488mn while the latter was Rs639mn. Higher operating profits growth negated higher capital cost and as a result net profits increased by 23% to Rs1.4bn.

Sales in 000 MT
Q4FY08 Q4FY07 YoY(%) Q3FY08 QoQ(%)

Cold Rolled Galvanized Steel H&T HTSS Color Coating

102 103 2 3 22

92 106 2 3 21

11.7 (3.0) 35.3 0.9 6.0

91 79 2 2 19

12.5 29.6 46.9 33.2 14.1

FLAT PRODUCTS 233 193 20.2

Billets 42 Sponge Iron 14 Wire Rods 1 Tube & Shutters 16 Formed Sections 0 LONG PRODUCTS74 15 10 24 18 0

223
171.2 39.2 (95.9) (10.3) 3.9 28 12 22 21 0

4.2
49.4 17.8 (95.6) (20.8) (8.4)

(11.5)
Total Others 306 -

68
291 11

7.7
5.0 277 -

83
10.7 -

Total 277

10.7
90 216

306
88 214

303
1.5 0.9

1.1
68 208 31.0 4.0

Export Vol. Domestic Vol.

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SWOT ANALYSIS
Strengths:
BSL is one of the Indias largest CR Coil and GP/GC Sheet producers of flat steel products. The company has a strong location advantage as its plant is located in Maharashtra (near Mumbai) The Company is working towards backward integration in key raw materials like HR Coil, iron, ore and coal. The company has strong clientele base, which includes all major players in user industries like automobiles, consumer durables and engineering. Bhushan Energys efforts for becoming Independent power producer will also boost the profitability of parent company. Focus on value addition makes the company less vulnerable to price fluctuation One of the most efficient steel plant in India

Weakness:
No backward integration for HR Coil (only value addition) Capacity utilizations are still below its maximum level Ability to handle large projects US slowdown may impact export market Rupee appreciation

Opportunities:
Strong Economy growth (second fastest growing Economy after China) Booming infrastructure sector (Roads, Ports,Airports, SEZs, Power)

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Strong demand in automobile sector, consumer durables sector and engineering goods sector. Robust demand in construction and retail industry Low per capita steel consumption offers a higher growth Rich Geological Resource base Large consumer base Low labor cost and high productivity Growing Skilled and Technical Human Capital.

Threats:
Steel prices are almost at their peak and downward turn in prices cant be ruled out in near future Bureaucratic nature of Government - Socio-Political interventions (in leasing mines) Rising interest rates could affect expansion programmers (High cost of Finance) High cost of Energy Big ticket investment by POSCO and Mittal could swallow the market (specifically export) Cyclical nature of Steel Industry Deficit infrastructure

1. Production Facilities: Backward Integration Hot Rolled Coil

project in the State of Orissa. - Capacity: 4 Million Tonne - Approx. Investment: Rs 5150 Crores.
2.

Production Facilities: Expansion of existing plant in Orissa - Capacity: 3 Million Tonne - Approx. Investment: Rs 5050 Crores.

3. Production Facilities: Integrated Steel Plant in the State of

West Bengal for having facilities of Steel Slab Plant, Coke Oven Plant, Captive Power Plant etc. - Capacity: 2 Million Tonne - Approx. Investment: Rs 8800 Crores.
4. Production Facilities: Steel Plant in the State of Jharkhand

along with Captive Power Plant

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- Capacity: 3 Million Tonne - Approx. Investment: Rs 7000 Crores.

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MILESTONE OF BHUSHAN STEEL LIMITED

2006-2007 commissioning of phase I of Orissa plant Sponge Iron 6, 80,000 TPA Billets 3, 00,000 TPA Power Plant 110 MW 2003-2006 Khopoli (Mumbai) project commissioned 4, 25,000 MTPA Color Coated, HTSS, H&T Drawn Tubes installed apart from CR & GP Introduction of Galume 1st time in the country Power Plant 24 MW 1998-2001Continuous Galvanizing Line 85,000 TPA Replacement of CR mill- 50, 000TPA Power plant 12 MW Kathabar & Annealing bases 1994-1997Hitachi CR Mill (1700mm) 3, 50, 000 TPA GP/GC Line 40, 000 TPA Power Plant 12 MW 1993-1994Skin Pass Mill, cut to length, Cr Slitter. Auxiliary equipment of GP Line. 1991-1993Continuous galvanizing line 1, 00, 000TPA Shift from full hard to drawn & deep drawn grade.

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1998-1989-

New cold rolled mill 60, 000TPA Total Installed Capacity 1, 20, 000TPA

A Decade of Moving from strength to Strength 10 years financial summary

Year

9798

98-99

99-00

00-01

01-02

02-03

03-04

04-05

05-06

0607

Gross sales Exports PBDIT Net profit Cash Accruals Net Worth

513 64 78 40 52 369

752 49 127 41 64 406

957 62 163 45 88 447

1058 70 177 46 105 481

1139 115 183 46 108 528

1263 300 202 61 133 573

1745 389 277 96 203 664

2868 1051 410 153 317 805

3070 1006 408 154 312 960

4202 1527 659 313 580 1338

Gross Block EPS (Rs.) Interest Coverage Ratio

620 12 4.85

749 12 2.19

823 14 2.31

940 14 2.70

989 14 2.71

1302 15 3.04

1529 22 4.18

2044 38 5.08

3091 38 4.75

4586 75 8.50

(Figures in Rs. Crores)

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Performance at a glance (Figures in Crores)

Bhushan steel Limited, an ISO 9002, QS 9000 certified and the flagship company of Rs. 2500 Crores ($500 million approx.) which is likely to go up to Rs. 3000 Crores? BHUSHAN STEEL is leading the technological revolution in India Cold Rolled Steel Industry today & defining new frontiers of the customer satisfaction. It is Indias

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Largest (in the secondary sector) and the only CR Steel plant with a line to manufacture cold rolled Coils & sheets up to a width of 1700mm, as well as Galvanized steel Coils & sheets up to width of 1350mm. The company currently has a capacity to produce to product 0.6 million MT/Annum of cold Tolled Steel At Sahibabad Works and 0.4 Million MT/Annum of cold Rolled Steel at khopoli works & out of that 0.45 million Mt/ Annum of galvanized steel. EVERYTHING ASSOCIATED WITH THE TRADEMARK OF BHUSHAN STEEL REFLECTS THE COMPANYS POSITION OF LEADERSHIP & QUALITY, AT BHUSHAN STEEL; IT IS OUR ENDEAVOUR TO ATTAIN THE HIGHEST LEVEL OF CUSTOMER SATISFACTION. CHAIRMAN:B.B.SINGAL

Operation:Bhushan steels has presence in cold rolled sheets/coils business, with a market share of nearly 115, behind SAILs38%, and Tiscos 12%. It service the high margin automobile and white goods sector, with customers like Maruti, Tata motors, Mahindras, LG, whirlpool etc. the company is likely to gain

from a six- year extension of its strategic alliance with sumitomo METAL INDUSTRIES, Japan, as it would strengthen its relationship with car manufactures like Maruti udyog. Since buoyancy in the passenger car market is likely to continue for the next few quarters. It should be in a position to pass on a part of its cost increase in CR coils to its customers. That should help it maintain margins even as input costs rise. The upbeat mood in automotive sector should also help the company in smoothly commissioning new capacity at khopoli in the second and the final phase of expansion.
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TECHNOLOGY INNOVATION

ABSORPTION,

ADAPTATION

&

Engaging technology, enhancing quality.. Getting an edge on quality with advance technology

The cold rolling mill complex, the first of its kind in the Indian steel sector uses technology supplied by global leader like Hitachi, Japan, Ebner, Austria, Clecim, France, Fimi, Italy, Dachyun, Korea, MAN B&W, Germany. Enjoying the leading ranks as the third largest supplier of steel products in the country brings in added responsibility. Sustaining and enhancing quality has been a constant for the organization. In the process, BSL earned the ISO 9002, QS 9000 certification. BSLs long-standing relationships with most of the OEMs associated with leading auto MNCs speak volumes for the quality standards. Adherence to high quality has been made possible through heavy investment in advanced equipment- both indigenously produced and out sourced. Balancing technology for the right production impact has been the main focus over the years. the right mix of technology and processes has helped in marking BSL the leader in its own respect. It has also achieved the rare recognition of being appointed forts global resource center. It is the first cold rolling plant recommended for QS 9000-1998 edition conducted by DET NORSKE VERITAS, Netherlands. The gal vanished sheets, coils and corrugated sheets manufactured by BSL are accepted globally, especially in important international markets of Europe, USA, Canada, South Africa, Kenya, Ethiopia, UAE, Qatar, china, Taiwan, Nepal, and Bangladesh. Over the years, BSL quality standards were upgraded through the following technical advancement. 6 Hi 1700mm Universal Crown cold rolling mill from HITACHI, JAPAN.
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 Electrolytic cleaning line with technology from NIPPON DENRO, JAPAN. 100% Hydrogen- based high convection annealing furnaces from WORLD LEADER, AUSTRIA. Skin pass mill from clecium, FRANCE. CR slitters from Femi, ITALY and DAEHYAN, KOREA. 48 mw captive power plaints imported from MAN B&W, GERMANY

Current Capacities
(tones per annum) Products Sahibab ad

Cold Rolling Widest (up to 1700 1. 350,000 mm) 2. Wider (up to 1200 mm) 100,000 3. Narrow (up to 550 mm) 25,000 Total Cold Rolling Gal vanished Sheets Hardened & Tempered Strips Color Coated Sheets Drawn/Precision Tubes High Tensile Steel Strapping Alloy Steel/Wire Rods 27 | P a g e 475,00 0 225,000 15,000 70,000

Service Centre Captive Power

300,000 24 MW

ACID Pickling Lines

Two push pull type tickling lines of H. B. enmesh bombay with technical know how from proeco, Canada 1720mm wide & 1400mm wide Push pull pickling with low chloral technology To avoid over / under pickling. High speed turbulent pickling effective cascade rinsing For better cleanliness of sheet with five stage

Cold Rolling Mill

Widest mill (1700 mm) suitable for automobile application. (first time in India) Universal crown control for better shape control. (first time in India)

Auto shape control on both sides of the mill while the mill is running at 1200 mpm speed. (First time in India). Auto gauge control. Level ii computerization (first time in India) X-ray gauges for better thickness control (first time in India) Mill clean system to minimize rolling oil quantity on strips..

Electro Cleaning Line

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High density current electrolytic - cleaning line For degreasing the strips before annealing. It helps in removing the oil completely and also removes iron fines.

Bell Annealing Furnaces

100% hydrogen based batch type furnaces ember make From ember Austria the no.1 supplier in the world. Fully computerized high convection and fully sealed base technology Annealing cycle programs available in the computer for getting optimum mechanical properties. Annealing cycle programs available in the computer properties. for getting optimum mechanical

Kathabar Cooling System

Coils Cooling And Storage System Technology By Loi Germany Here coils after annealing are stored to avoid oxidation through dehumidification to prevent rusting

C.R. Slitting Lines - From FIMI, Italy/ Daehyun Korea

Fully automatic operation including slitter blades setting by computer and shim less setting to ensure burr free and scratch free operation..

Multi Blanking & CTL Lines

From hen rich Georg, Germany / Femi Italy / dayhop Korea

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Electro magnetic stacker for best surface quality standards (first time in India) Fully computerized leveler for table top flat sheets from shunts, Germany

Roll Grinder-From Wald rich Siegen Germany

Conc. controlled fully computerized grinder to provide best quality rolls for mills with automatic roll inspection system

Electro Discharge Texturing Machine

From wildish Siegen Germany. Conc. controlled for uniform roughness on rolls

Gal vanishing Lines

Hot dip galvanizing lines Furnaces based on the design of Stein Hearty, France. Non-Ox furnace for cleaning of strip inert medium of Nitrogen with 30% Hydrogen to avoid oxidation. Coating control with air knives. Coating checking with Radio metric Skin passing to minimize

spangle, tension leveling for Achromatizing to avoid zinc oxidation

improved

Shape,

Testing Equipments

Spectrometer from hylger, U.K. ( four alloy base) Fully computerized universal testing machine from

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zwick, Germany for measurement of ype,u.e, %e, r value, n value, ype, u.e.

Metallurgical microscope ax overt Germany up to 500x magnification. Fully computerized micro hardness tester from wick Germany. Automatic surface roughness tester from homely, Germany. Rapid draw ability tester, r module from tin us Olsen USA.

EMINENT CLIENTS
Satisfying customer, exceeding Expectations?

Since inception a decade back, BSLs dedication towards providing the best services to all customers and stakeholders has propelled the company from success to success. Through the stages of globalization and liberalization of the Indian economy, sweeping changes over the last six years, recession and the present steel boom, BSL had one point focus- quality products and timely services always.

In face of steep competition, it become imperative that company not only satisfies its customers but also exceed their expectation. This has been achieved through the implementations of project and Deliver within schedule at appropriate costs, meeting financial sobligations in time, steady growth in performance and adherence to global quality standard.

Todays BSL is leading the technological revolution cold rolled steel industry and setting new benchmarks in customer satisfaction. BSL
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has so far saved the exchequer valuable foreign exchange and grossed a whooping sales figure of $ 400 million. BSLs product continues to be a favorite with all quality conscious users of automobile & white goods/ domestic appliances & general engineering industries. It is no wonder that eminent corporate continue their unbounded trust in BSL and regularly sourcing its products. Some of them are: Hindustan motors, General Motor, Hyundai Motors, Ford Motors, Mahindra & Mahindra, Either Tractors, Ashok Leyland, LG Electronics, Whirlpool, Videocon, Daikin Shriram, National Matsushita, Samsung Electronics Godrej, Voltas, IFB, Fedders Lloyd, Carrier Refrigeration, Electrolux Group, Hitachi Air conditioners, KF Bearing, Crompton Gr Philips India, BHEL, Alstom Limited, L&T, BPL, GE Motors, Johnson Lift, Kone Elevator, Lucas TVS, NRB Bearing, Harsha Engineers Limited, Bundy India Limited, Tecumseh, LML, Scooters India Ltd., Bajaj Auto, Honda Motorcycle, Yamaha Motors, Bajaj Tempo continue their unbounded trust on us and in regularly sourcing our products.

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In todays global competition and open economy, quality plays a vital role in marketing the products and stay ahead of other, therefore, great emphasis is given to manufacturing products that meet high standard of quality in the global market and customer satisfaction.

Integrating Value. Enhancing the world of Steel.

Bhushan Steel's Cold Rolled Steel activity produces and markets an extensive range of value added products such as CRCA (cold rolled closed annealed), Galume, Color coated sheets, High ten sile steel straps, Hardened and tempered steel, drawn tubes etc. CRCA, produced at Sahibabad facility caters to customers like Maruti and other OEMs. Its galvanizing plants are located strategically close to the ports of Mumbai, helping it to cater to the global demand at competitive prices. After having grown to a size of approximately 1 MTPA in cold rolled and coated products, the company has embarked on its Orissa project to integrate backward into the production of HR Coil and billets, so as to meet current and future internal requirements. Also, it plans to develop various EDD (extra deep drawing) grades used in the automobile's critical applications like outer body panels of cars (these are currently imported).With a strong presence in Indian steel market, Bhushan Steel Limited offers effective steel solutions to the automotive, construction and household appliance industries. A combination of technical expertise and sales service fosters a close relationship between Bhushan Steel and its customers. Clinching on its quest for excellence, the Group meets the automotive and white goods industry expectations with new products that are distinctive and ahead of the competition.

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BSL
One of the front-runners of the technological revolution in the Indian steel industry. BHUSHAN STEEL LTD is at the cutting- edge of value added cold rolling plant at khopoli and earlier one at Sahibabad and one of the most

Advanced hot rolling plants in the world coming up in Orissa (partly in operation). Bhushan steels strengthening every link in the value chain. Through seamless backward integration, Bhushan steels vision of consolidating the entire steel manufacturing process from iron ore to specialized value added steel is rapidly taking shape. Bhushan steels futuristic manufacturing facilities and exacting standards and quality norms have given its products global acceptance. Especially in important international markets like Europe, USA, Canada, Africa, china, and the Middle East etc. Be it specialized steel for the automobile and white goods industry or steel for highly discerning international clients, Bhushan steel is masterfully shaping the future of steel.

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MARKET SCENARIO Cold rolled product scenario in India

Cold rolled steel sheets / coils / strips are produced in India in various dimensions, dimensional tolerances with regards to thickness, flatness, width, surface furnishes, numerous metallurgical designations like commercial quality, drawing / deepdrawing / extra deep-drawing variety and soon. These products are required with specified chemistry coupled with surface treatment with special cleanliness, dry lube or suitably oiled to meet the application Requirements. These steels are produced with controlled sheet thickness, flatness and surface finish as well as metallurgic ally designed to provide attributes like high form ability, deep draw ability high strength, dent resistance, enamel ability, paint ability.

Market segments for old rolled products

(a) Automobiles: Other skin panels, inner critical components, reinforcements and under body components. (b) Appliances: White goods especially, refrigerator doors, Side panels, washing machine body and side panels and microvens (c) Electric Panels: Switch gear cabinets, computers, electric equipment etc. (d) Engineering: Tubes, pollution control equipment, motors, transformers, ventilation and air-conditioning ducts, and cold formed sections for various applications (e) Packaging: Drums, barrels, containers etc.

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(f) Furniture: Admirals, Chains, various office and domestic furniture components.

Global Scenario

In 2007 the World Crude Steel output reached 1343.5 million metric tons and showed a growth of 7.5% over the previous year. It is the fifth consecutive year that world crude steel production grew by more than 7%. China remained the worlds largest Crude Steel producer in 2007 also (489.00 million metric tons) followed by Japan (112.47 million metric tons) and USA (97.20 million metric tons). India occupied the 5 th position (53.10 million metric tons) for the second consecutive year.

The International Iron & Steel Institute (IISI) in its forecast for 2008 has predicted that 2008 will be another strong year for the steel industry with apparent steel use rising from 1,202 million metric tonnes in 2007 to 1,282 million metric tonnes in 2008 i.e. by 6.7%. Further, the BRIC ( Brazil, Russia, India and China) countries will continue to lead the growth with an expected increase in production by over 11% compared to 2007.

Domestic Scenario

The Indian steel industry have entered into a new development stage from 2005-06, riding high on the resurgent economy and rising demand for steel. Rapid rise in production has resulted in India becoming the 5 th largest producer of steel. It has been estimated by certain major investment houses, such as Credit Suisse that, Indias steel consumption will continue to grow at nearly 16% rate annually, till 2012, fuelled by demand for construction projects worth US$ 1 trillion. The scope for raising the total consumption of steel is huge, given that per capita steel consumption is only 40 kg compared to 150 kg across the world and 250 kg in China. The National Steel Policy has envisaged steel production to reach 110 million tonnes by 2019-20. However, based on the assessment of the current ongoing projects, both in greenfield and brownfield, Ministry of Steel has projected that the steel capacity in the county is likely to be 124.06 million tonnes by 2011-12. Further, based on the status of MOUs signed by the private producers with the various State

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Governments, it is expected that Indias steel capacity would be nearly 293 million tonne by 2020.

Production

Steel industry was delicensed and decontrolled in 1991 & 1992 respectively. Today, India is the 7th largest crude steel producer of steel in the world. In 2007-08(Apri-June''07), production of Finished (Carbon) Steel was 12.088 million tonnes(Prov). Production of Pig Iron in 2007-08(April-June'07) was 1.165 Million Tonnes (Prov). The share of Main Producers (i.e SAIL, RINL and TSL) and secondary producers in the total production of Finished (Carbon) steel was 33% and 67% respectively during the period 2007-08 (April-June, 2007). Last 4 year's production of pig iron and finished (carbon) steel is given below:

(in million tonnes) Category 2003- 2004- 2005- 2006-07 2007-08 (April04 05 06 (Provision June'07) al) (Prov.estimated) 3.764 3.228 4.695 4.960 36.95 40.05 44.54 49.391 7 5 4 1.165 12.088

Pig Iron Finished Carbon Steel

(Source: Joint Plant Committee)

Demand - Availability Projection

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Demand Availability of iron and steel in the country is projected by Ministry of Steel annually. Gaps in Availability are met mostly through imports. Interface with consumers by way of a Steel Consumer Council exists, which is conducted on regular basis. Interface helps in redressing complaints related to quality. availability problems,

Steel Prices

Price regulation of iron & steel was abolished on 16.1.1992. Since then steel prices are determined by the interplay of market forces. There has been an up-trend in the domestic steel prices since 2006-07 and the trend accentuated since January this year. Rise in raw material prices, strong demand in the international and domestic market and up-trend in the global steel prices have been some of the reasons cited by the industry for increase in the steel prices in the domestic market. The mismatch in demand and supply is considered to be the main reason on the demand side for the rise in steel prices. Honourable Steel Minister has held discussion with all major steel investors including Arcellor-Mittal, POSCO, Tata Steel, Essar, Ispat and also SAIL, RINL to explore the possibility of expediting the ongoing as well as envisaged steel projects. The Government also took various fiscal and other measures for stabilizing the steel prices like exempting pig iron, non alloy steel and steel making inputs like zinc, ferro-alloys and metcoke from customs duty; withdrawing DEPB benefits on export of various categories of steel products and bringing back railway freight on iron ore from classification 180 to 170 for domestic steel producers.

In May 2008, the Government imposed 15% export duty on semi-finished products, and hot rolled coils/sheet, 10% export duty on cold rolled coils/sheets and pipes and tubes and 5% export duty on galvanized steel in coil/sheet form in order to further curtail rising prices and increase supply of steel in the domestic market.

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Imports of Iron & Steel

Iron & Steel are freely importable as per the extant policy. Last four years import of Finished (Carbon) Steel is given below:Year 2003-2004 2004-2005 2005-2006 2006-07(Prov. estimated) 2007-08 (Apr-June, (Prov. estimated) Qty. (In Tonnes) 1.540 2.109 3.850 4.100 207) 0.800 Million

Exports of Iron & Steel

Iron & Steel are freely exportable. Advance Licensing Scheme allows duty free import of raw materials for exports. Duty Entitlement Pass Book Scheme (DEPB) introduced to facilitate exports. Under this scheme exporters on the basis of notified entitlement rates, are granted due credits which would entitle them to import duty free goods. The DEPB benefit on export of various categories of steel items scheme has been temporarily withdrawn from 27th March 2008, to increase availability in the domestic market. Exports of finished carbon steel and pig iron during the last four years and the current year is as

(Qty. in Million Tonnes) Finished (Carbon) Steel

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Pig Iron

2002-2003 2003-2004 2004-2005 2005-2006

4.506 4.835 4.381 4.478

0.629 0.518 0.393 0.440 0.350

20062007(Prov.estimate 4.750 d) 2007-2008(AprilJune 07) 1.310 (Prov.estimated)

0.120

Levies on Iron & Steel

SDF LEVY- This was a levy started for funding modernisation, expansion and development of steel sector. The Fund, inter-alia, supports : 1. Capital expenditure for modernisation, rehabilitation, diversification, renewal & replacement of Integrated Steel Plants. 2. Research & Development 3. Rebates to SSI Corporations 4. Expenditure on ERU of JPC
o o

SDF levy was abolished on 21.4.94 Cabinet decided that corpus could be recycled for loans to Main producers Interest on loans to Main Producers be set aside for promotion of R&D on steel etc. An Empowered Committee has been set up to guide the R&D effort in this sector. EGEAF Was a levy started for reimbursing the price differential cost of inputs used for engineering exporters. Fund was discontinued on 19.2.96.

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Opportunities for growth of Iron and Steel in Private Sector

The New Industrial Policy Regime

The New Industrial policy has opened up the iron and steel sector for private investment by (a) removing it from the list of industries reserved for public sector and (b) exempting it from compulsory licensing. Imports of foreign technology as well as foreign direct investment are freely permitted up to certain limits under an automatic route. Ministry of Steel plays the role of facilitator, providing broad directions and assistance to new and existing steel plants, in the liberalized scenario.

The Growth Profile

(i) Steel The liberalization of industrial policy and other initiatives taken by the Government have given a definite impetus for entry, participation and growth of the private sector in the steel industry. While the existing units are being modernized/expanded, a large number of new/greenfield steel plants have also come up in different parts of the country based on modern, cost effective, state of-the-art technologies. At present, total (crude) steel making capacity is over 34 million tonnes and India, the 8th largest producer of steel in the world, has to its credit, the capability to produce a variety of grades and that too, of international quality standards. As per the ratings of the prestigious " World Steel Dynamics", Indian HR Products are classified in the Tier II category quality products a major reason behind their acceptance in the world market. EU, Japan have qualified for the top slot, while countries like South Korea, USA share the same class as India.

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Cold rolled product scenario in India

Cold rolled steel sheets / coils / strips are produced in India in various dimensions, dimensional tolerances with regards to thickness, flatness, width, surface furnishes, numerous metallurgical designations like commercial quality, drawing / deepdrawing / extra deep-drawing variety and soon. These products are required with specified chemistry coupled with surface treatment with special cleanliness, dry lube or suitably oiled to meet the applicationRequirements. These steels are produced with controlled sheet thickness, flatness and surface finish as well as metallurgic ally designed to provide attributes like high form ability, deep draw ability high strength, dent resistance, enamel ability, paint ability.

Market segments for Cold rolled products

(a) Automobiles: Other skin panels, inner critical components, reinforcements and under body components. (b) Appliances: White goods especially, refrigerator doors, Side panels, washing machine body and side panels and microvens (c) Electric Panels: Switch gear cabinets, computers, electric equipment etc. (d) Engineering: Tubes, pollution control equipment, motors, transformers, ventilation and air-conditioning ducts, and cold formed sections for various applications (e) Packaging: Drums, barrels, containers etc. (f) Furniture: Admirals, Chains, various office and domestic furniture components

Consumption pattern of CR products in India

The broad sector wise consumption patterns of cold rolled products are shown below: Consuming Sector (%) share of Consumption Coated Coils and Sheets 25 Auto / Tractor 24 Cycle Industry 11 Drums / Barrels / Container 11 Household / Office Furniture 7 White Goods 8 Precision Tubes 6 Gen. Engg /Construction etc. 8
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------------------------------------------------------------------------Total 100

Bhushan Steel limited: - (BSL) BSLs CR Mill at Sahibabad near Delhi was installed in collaboration with the world leader in annealing technology, EBNER of Austria. Its 6-Hi universal crown mill (UCM) has been supplied Hitachi of Japan. The process know-how is from Sumitomo of Japan with features like auto shape control and can roll 1600 mm wide strip for automobile and what goods sector. The mill produces drawing deep drawing and extra deep drawing qualities. BSL is a major supplier of CR products to the Indian automobile industry.

Galvanized steel products

Zinc coated galvanized GP and GC steel products are study, light weight, bright and corrosion resistant. The functions of the zinc layer are mainly three folds: (a) To retain the steel intact with its full initial strength (b) To provide the surface a more pleasing appearance (c) To increase the life of any suitable organic finishing system Applied over it In fact, zinc coatings provide the most effective and economic way of protecting steel against corrosion which has been estimated to cost an industrially developed countrys economy at least 4 percent of its GDP every year. Zinc coated steel is very environment friendly. Zinc is an integral part of our environment and occurs naturally in rocks, soil, air and water. Zinc is also an essential element for all life, from humans and animals to plants and micro organisms. All types of zinc coated steel products are recyclable. In the last few decades, both the recycling technology and its capacity has been developed considerably in response to increasing environmental awareness and the cost effective alternative supplies of raw materials for the steel and zinc industries. Presently, about 80 percent of the zinc is available from zinc coated steel that is recycled in India.

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Common applications of zinc coated galvanized steel

Coated product Galvanized Applications Air conditionings ducts, ventilation, Corrugated culverts, roof and floor decking, prepainted building, panels, storage bims, abode inner panels, sheds etc. Autobody outer panels, computer cases etc. Key Attributes Good formability and durabilitys range of coating thickness strength and speed of installation, good paint ability and cost-effective.

Electro-galvanized

Good surface finish, weld ability, electromagnetic shielding Weld ability, paint ability, and formability corrosion performance for better coating paint ability Corrosion performance, very good formability and paint ability Absence of sponges, improved, aesthetics, no wastage during sittings.

Galanneal

Autobody outer parts Pre-painted applicance wrappers Bare and painted roofings and siding Pre painted architectural Corrosion panels, automotive equipment

Galvalume

Gal fan

Galbos

White goods, color storage bins, filing cabinets, body and auto components

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Broad sector wise consumption of galvanized steel in India.

Sector (%) share in Consumption Construction 44 Consumer Durables 10 Drums, Barrels, Containers 9 Railways, Power, Irrigation 8 CPWD/PWD/Other Govt. Dept. 7 Tube makers 4 Furniture makers 6 Engineering units 6 Automobiles 4 Others 2 ---------------------------------------------------------------------------Total 100

Conclusion The market demands of CR coil / sheet and GP/GC sheets in 2011-12 have been put at 5.7 Mt and 2.6 Mt by the CPR study, as against an apparent consumption of 2.67 Mt and 2 Mt respectively in 2004-05. The CR and GP/GC industry at present is saddled with over capacity and their product market is showing a downtrend. In July 2005, market prices of CR products in the Mumbai market fell by Rs. 500 per tonne over prices in the previous month. Similarly, market prices of GP and GC sheets fell by Rs. 1000 per tonne for 0.63 mm size and by Rs. 2000 per tonne for 0.40 mm size. Steel experts and market observers maintain that continual hike in HR coils prices since 2002 has hit the performance of the Indian cold rolling industry as the market for downstream products has not observed the arbitrary price hikes. Accordingly, the CR and its down stream industries have lost substantial market share to PVC, aluminum and asbestos etc. due to the high prices of HR Coils and consequently that of CR products. It is necessary for the Government to intervene, through fiscal and trade control measures to insulate the cold rolling and galvanized steel industry from the high volatility of global prices and curb distortions and monopolistic pricing of HR coils producers in the overall national interest.

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WHY CUSTOMER SATISFACTION IS IMPORTANT?

Customer satisfaction research is not an end unto itself. The purpose, of course, in measuring customer satisfaction is to see where a company satisfaction is seeing to where a company stands in this regard in the eyes of its customer, thereby enabling service and product improvements which will lead to higher satisfaction levels. The research is just one component in the quest to improve customer satisfaction. There are many others, including: Top management commitment. Linking of customer satisfaction scores with employee and management monetary incentives. Recognition of employees who contribute to customers satisfaction. Identification, measurement, and tracking of operational variables which drive satisfaction scores. Customer based improvement goals. Plans for improving operational variables. Incorporation of customer satisfaction skills into employee training programs. Measurement of and plans for improvement of employee satisfaction. Changes in corporate hiring practices.

Top management commitment

Top management, through its actions, must show that customer satisfaction is important to it. This can be done in several ways. 1. Acknowledging areas where the company needs to improve.

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2. Allocating appropriate resources to the improvement of customer satisfaction.

3. Involvement of management and employees in the development of plans for customer satisfaction improvement. 4. Linking management bonuses to the satisfaction scores. 5. Clears and frequent communication of what is being done to improve customer satisfaction.

Employee satisfaction:
In todays scenario one of the most important tool for any organization is to satisfy their employees. There are some patterens which an organization has to follow for the satisfaction of the employess. Believe that the organization will be satisfying in the long run Care about the quality of their work. Are more committed to the organization. Have higher retention rates,and Are more productive.

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There are six factors which influences job satisfaction.

OPPORTUNITY:Employee are more satrisfy when they have challenging opportunities at work. This includes chances to participate in interesting project. Jobs with a satisfying degree of challenge and opportunities for incresed responsibility. Important this is not simply promotion opportunity. As organizations have become flatter, promotion can br rate. People have found challenge through projects, team leadership, special assignments-as well as promotions. Promotion from within when possible. Reward promising employees with roles on interesting project. Divide jobs into levels of increasing leadership and responsibility.

It may be possible to create job tittle that demonstrate increasing levels of expertise which are not limited by ability of positions. They simply domostrate achivement.
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STRESS
When negative stress continiously high, job satisfaction is low.jobs ate more stressful if they interfere with employeess personal leaves or are a continuing source of worry or concern. Promote a balance of work and personal leaves . make sure that senior managers model this behaviour. Distribute work evenly (fairly) within work teams. Review work procedures to remove unnecessary red tape or bureaucracy. Manage the number of interruptions employees have to endure while trying to do their jobs. Some organizations utilize exercise or fun breaks at work.

LEADERSHIP
Employees are more satisfy when they manager are good leaders. This includes motivating employess to do a good job, striving for excellence or just taking actions Make sure your managers are well trained. Leadership combines attitude and behaviour. It can be learned. People respond to managers that they can trust and who inspire them to achieve meaningful goals.

WORK STANDARDS

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Employees are more satisfied when their entire work group takes pride in the quality of its work. Encourage communication between employees and customers. Quality gains importance when employees see its impact on customers.

Develop meaningful measures of quality. Celebrtae achievments in quality

Be cautious of slick, packagedcampaigns that are perceived as superficial and patronizing.

Fair Rewards
Employees are more satisfy when they feel they are reward fairly for the work they do. Consider employees responsibilities, the effort they have put forth, the work they have done well and the demand of their jobs. Make sure rewards are for genuine contributions to the organization. Be consistent in your reward policies. If your wages are compititive, make sure employees know this. Rewards can include a variety of benefits and perks other than money.

As an added benefits, employees who are rewarded fairly, experience less stress.

Adequate authority:
Employees are more satisfied when they have adequqate freedom authority to do their jobs: Let employees make decisions. Allow employees to have input on decisions that will affect them. Establish work goals but let employees determine how they will achieve those goals. Later reviews my identify innovative best practices.

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Ask, if their were just one or two decisions that you could make, which ones would make the diffrence in your jobs?

FUNCTIONING OF MARKETING DEPARTMENT

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FUNCTING OF MARKETING DEPARTMENT

Marketing department of bhushan steel consists of three division:

MARKETI NG

EXPORT
ABROAD SALE MARKET

OEM
ORIGINAL EQUIPMENT MANUFACTURER

TRADE
OPEN

1.DIRECT EXPORT DEALER 2.THROUGH AGENT ETC.

DIRECT TO MANUFATURER

SALES TO OR TRADERS

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AS ,FLAT,HONDA

MARUTI YAMAHA, ETC

UDYOG

How the sales team works?

The sales team passes the sales order on which the customers of bhushan steel fills the quatation which is analysed by the company and a sales order is passed and production is made and then the product is dispatched to them and payment is collected.

Sales department
There are different division in the deparement: 1) Cold rolled division 2) GP division 3) Tube division The distribution channel of the sales team works in three ways: Direct Sales Agent Sales Stock Transfer Merchant Export

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FINDINGS AND INTERPRETATIONS

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Findings and interpretation 1. Customer satisfaction level with quality.

2. Customer satisfaction level with delivery.

3. Customer satisfaction level with pricing

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4. Customer satisfaction level with techno commericial services.

5. Individual Attribute satisfaction percentage

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OVERALL CUSTOMER SATISFACTION

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CALCULATION OF CUSTOMER SATISFATION PERCENAGE Attributes Average Weights Weights average Summation Satisfaction percentage

Quality 1.1 4.02 0.5 2.01 3.195 78.3

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1.2 Delivery 2.1 2.2 2.3 2.4 2.5 2.6 Price 3.1 Techno commercial service 4.1 4.2 4.3

3.81

0.5

1.905

3.54 3.72 3.42 3.72 3.96 3.7

0.167 0.167 0.167 0.167 0.167 0.167

0.59118 0.62124 0.57114 0.62124 0.66132 0.6179

3.68402

73.6804

3.65

3.65

3.65

73

3.68 3.6 3.67

0.333 0.333 0.333

1.22544 1.1988 1.22211

3.64635

72.927

Overall satisfaction s.no 1 2 3 4 weight 0.25 0.25 0.25 0.25 percentage 78.3 73.6804 73 72.927 Weight percentage 19.575 18.4201 18.25 18.23175

Total

74.47685

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1.1-CONSISTENT QUALITY 1.2-HANDLING OF COMPLAINTS & CORRECTIVE ACTION 2.1-TIMELY DELIVERY 2.2-PACKING & LEBELING 2.3-RESPONSE TO SCHEDULE CHANGE 2.4-CORRECTNESS OF DOCUMENT 2.5-TIMELY RECEIPT OF DOCUMENT 2.6-TIMELY INFORMATION OF DELIVERY 3.1- VALUE OF MONEY 4.1-SOLUTION ORIENTED APPROACH 4.2-POSITIVE ATTITUDE TO CUSTOMERS

BENEFIT TO THE CUSTOMER Excellent surface finish Auto shape control on both side of the mill. Mill clean system with a synthetic coolant to avoid any coolant mark on the strip. Electrolytic cleaning line to remove IRON fines from strip, which helps in improving the life of salt-spray test after painting and avoids carbon soots completely. It also increases the tools life in press shop. Latest and sophisticated EDT machine from Wald rich Siegen, Germany, to provide controlled texture for better paint adhesion and to achieve surface roughness in close tolerances. On-line Tension-leveling equipment for better flatness and controlled elongation.

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Computerized inventory control management and independent Skin-pass mill to avoid any unwanted storage in between annealing and skin-pass process.

KATHBAR STORAGE SYSTEM is commissioned to avoid oxidation through dehumidifier to prevent rusting during storage. Electro-static rust preventive oil spray system for controlled oil coating on CRAC surface. Oil coating can be maintained in between 0.50gms/m2 to 4.0gms/m2.

EXCELLENT MECHANICAL PROPERTIES Practically, No Variation in Mechanical Properties Due To 100 % Hydrogen Annealing Furnace from EBNER, Austria. The Raw Material Selection Is Done By Computerized Program For Different Applications

Close Tolerances On Thickness, Width And Length X- Ray Thickness Gauge to Measure Thickness To A Fraction Of A Micron from DMC, USA. Radiometric Thickness Checking Across the Width from DMC, USA. Automatic Computerized Thickness Control from DMC, USA AND HITACHI, JAPAN. Shim Less Tooling On Slitting Lines With Computerized Setting Ensures Correct Width In Close Tolerances, from Germany. Precision Cut- To Length Lines to Ensure Length Tolerances Better Than+/-0.75 Mm. Automatic Electromagnetic Stacker on Shearing Lines to Produce Scratch Free steel.

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BHUSHAN PROPORTION IN CUSTOMERS In such a global and supplier rather then a steels. They all have etc. the graph below requirement.

ANNUAL PURCHASE

competitive environment all the firms depend on number of single supplier. Similar is the case with customer of Bhushan number of supplier because of cost, quality, non-availability shows the proportion Bhushan steels sales in the customers

Mehra metal components Ltd do not prefer Bhushan Because of its price and response. Elmec Tools and devices Ltd had Requirement of colour coated sheets which has been added in Bhushan steel product portfolio 3 months ago Bhushan have started supply of the same last month only. Bhushan steel has a wide portfolio of products under five basic products, ie hot rolled sheets, cold rolled sheets , gal vanished sheets,colour coated sheets and tubes. Colour coated and hot rolled sheets have been added very recently. They are manufactured in khopoli and orrisa plant, which have started very recently. The graph below shows the demand of steel products among the existing customers. We were supposed to find among the existing customers who requide hot rolled sheets and colour coated sheeys as Bhushan is new in this product line and wants to find market for its new products.

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LIMITATION

In a project there are always some limitation as no project can be perfect. In this project also we had few limitations mentioned below: Time Boundation: for a project having places Noida, Greater Noida, Faridabad, and Gurgaun, 8 weeks were not appropriate which is one of the major limitation of the project. Customers attitude: some customers were hesitating to give appropriate data so some of the data collected in this survey is assumed. Some of the customers were very busy while our visit and ranked the customer satisfaction data sheet in a hurry. It might be possible they have ranked wrong in hurry. The number of questionnaire filled are not enough to get the best result from analyzing them the reason for the same is due to ignorance of few customers. We visited 70 OEMS out of which only 49 gave us feedback. While calculating percentage of customer satisfaction by weighted average method, weights of attributes are assumed to be uniform.

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CONCLUSION

Bhushan steel & strips Ltd is a well-known name in steel industry. During survey it was noticed that Bhushan steel is the first choice of quality conscious consumers. Though Bhushan steel products are costly as compared to its competitors unlike Tata and sail but it is number one in quality. Bhushan steel &strips Ltd is number one in cold rolled sheets and enjoys a good reputation in the market. Though customers had complains of non availability of products with Bhushan but it is due to non availability of ht rolled sheets in the open market due to which Bhushan delays the order. This problem will be solved soon as Bhushan steel is coming up with its own hot rolled plant in Orissa. In our survey 78.3% customers are satisfied with the quality while the overall satisfaction level was found to be 74.47%. During survey of limited sample size we found among the existing customers of new products for Bhushan in near future.

RECOMMENDATIONS Bhushan steel & strips Ltd works on the principle of suppliers market rather than customers market which is diluting the relationship with the customers. Therefore it is important for them to adapt to customers market for sustaining good relationship. Bhushan steel &strips Ltd products should be priced a bit low to capture more market, its price should be competitive with the competitors pricing. Bhushan steel &strips Ltd should reduce the lead time (time between the order received and dispatch) to improve the satisfaction level of the customer. Supply chain management should be made more effective.

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LEARNINGS

1) Marketing research by itself does not arrive at marketing decisions, nor does it guarantee that the organization will be successful in the marketing its products. However, when conducted in a systematic and objective manner, marketing research can reduce the uncertainty in the decision-making process and increase the probability and magnitude of success. 2) In question construction we should keep these things in mind. Keep the language simple. Keep the questions short. Keep the number of questions to a minimum.

3) Advantages of sampling over complete enumeration are cost, accuracy, timelessness and amount of information. 4) For a research study to be accurate, its findings must be both reliable and valid. [Reliability-research means that the findings would be consistently the same if the study were done over again Validity-A valid measure is one that provides the information that it was intended to provide.] 5) When we conduct a customer satisfaction survey, what we ask the customers is important. How, when, and how often we ask these questions are also important. However, the most important thing about conducting a customer satisfaction survey is what we do with their answers. Apart from the above mentioned learnings there were few more learnings mention below I learned the practical working of marketing department.

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I learned about the integrity of steel industry, which are major players of steel industry & why they are ahead then Bhushan. My project was customer interaction based that has given me lot of confidence to interact with different kind of people. During my project I learned to work in team. sDuring my eight weeks project I learned about products (hot rolled, cold rolled, galvanized sheets, color coated sheets and tubes) of Bhushan steel and while interacting with customers the various uses of these products.

Interaction with customers is the most crucial aspect for any business and with the project like this has given me approach to interact with the customers. Throughout my life I have heard people say, have patience, which I was unable to learn throughout my life but during last two months I have learnt to be patient.

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BIBLIOGRAPHY Marketing Management Philip kotler http://www.bhushan-group.org http://www.google.com http://moneycontrol.com

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