A REPORT ON

A STUDY ON CUSTOMER FOCUS AT ESSAR STEEL AND HOW

IT STANDS AS A PREFFERED SUPPLIER

BY

NAME: ADITYA ARVIND PAWAR

PRN: 16021141004

NAME OF THE FIRM: ESSAR STEEL LTD

INTRODUCTION

The main objective of project is to understand demand of steel as a commodity in

heavy industry. Today steel in industry is merely treated as commodity and there is

no branding done.

>Is there a definite buying pattern or it is a demand driven industry.

>To understand consumer choice and behavior in steel buying.

>Do the customers rely on one company or multiple companies?
>Does customer look for brand while buying steel or its only core utility/use that

they look for?

METHODOLOGY

Primary data collection via direct client interaction and over E-mail communication

with questionnaire. Sample size (40-50).

After taking into consideration different categories of clients of the company. To

cover the overall population, we determined sample size to be 40-50 which would

be across auto as well nonauto segment and will be sufficient to represent the

entire population
 The size would be adequate to give the factual findings of the study conducted.

CUSTOMERS RESPONSES FROM

GODREJ - GE
MAHARASHTRA SEAMLESS P&T
PROFAB ENGINEERS PVT LTD - GE
MAHINDRA INTERTRADE - Auto
AMW - Auto
ASIAN GROUP OF COMPANIES P&T
STEELCO Re Rolling
TRANZTAR COMMERCIAL VEHICLE LTD - Auto
INTERARCH BUILDERS PRODUCTS PVT LTD - PEB
STEEL STRIPS WHEELS LTD - Auto
HYUNDAI CONSTRUCTION EQUIPMENTS INDIA PVT LTD Yellow Goods
KALYANI WHEELS PVT LTD - Auto
KIRBY BUILDERS PVT LTD - PEB
TEMPEL PVT LTD - Electrical
CMI STEEL - Auto
SURYA ROSHNI LTD P&T
SURYA GLOBAL STEEL TUBES LTD P&T
RELIANCE INFRASTRUCTURE LTD - INfra
RINFA/RDEL - Infra
AXLES INDIA - Auto
WHEELS INDIA LTD - Auto
TVS MOTOR COMPANY - Auto
PHENIX CONSTRUCTION TECHNOLOGIES- PEB
WELSPUN Saw Pipes
RATNAMANI METALS & TUBES LTD Saw Pipes
VNS INDUSTRIES - Rerolling
TATA POWER BENGALURU Infra
ASHOK LEYLAND Auto
 LUCAS- TVS - Auto

QUESTIONS & RESPONSE

Since how long you have been associated with ESSAR?

2
1 1

What comes to your mind first while thinking about brand Essar steel?

ESSAR widely accepted brand in market?

 In past 3 months, where have you seen or heard about ESSAR?

Who among the below is your major source of steel procurement?

Which area do you feel has improved over a period of time?

 0
0
0
0
0
0

Who is your preferred supplier?

13

0 3
2
1 0

How satisfied are you with Essar?

How satisfied are you with Essar Steel Capability to develop new products?
 How satisfied are you with the consistency in quality of new product developed?

How satisfied are you in ease of getting information on Essar Steels product?

How satisfied are you with Essar steels product quality?

 How satisfied are you on the process and time taken to resolve your quality problem?

How satisfied are you with Essar Steel on adherence to promised delivery schedule?
 How would you describe your overall opinion of our brand?

How has your perception of our brand changed in the past 1 year?

How likely is that you would recommend ESSAR products to another company?
 How will you rank ESSAR STEEL on its product over other supplier? (RANK1=BEST , RANK5=WORST)

How does ESSAR STEEL fare on overall new product development compared to other suppliers?
 How do you rate ESSAR STEEL on overall quality over other supplier?

How will you rank ESSAR STEEL on overall delivery parameter over other supplier?

CUSTOMER COMMENTS.

GODREJ: - BHAROSA HI NAHI HE HUME ESSAR PAR. BHOT HERAN KIA

HE. KOI SUNTA HI NAI HE PHONE KARTE HE TOH

PROFAB: - MATERIAL LENA HI NAI HE ESSAR SE KABHI TIME PE NAHI

POCH TA JARUR HOTA HE TAB

MAHINDRA INTERTRADE: - REGULAR SUPPLY NAI HE. BHOT WAIT KARNA

PADTA HE.

RECOMMENDATIONS

Up gradation to CAL for CR product to be able to provide better quality and

price.

Reduce time taken for delivery & try to meet the demand of the clients.

Reduce procrastination in communication between the client and the

company.

Develop a platform in which the customers can get information about products

easily in detail to remove the gap of communication.

Give tracking facility to his clients so he can plan out his further action.

Bring about branding in steel industry to differentiate over the other players.

Carry out regular feedback sessions to know the current status of customers

satisfaction level to prevent problems at a later stage.

 Carry out feasibility and test the potential of alloy products in Essar steel as it

holds important application almost everywhere in the industry.

Try to improve channel of distribution so as to reduce delivery time.

Customer complaints should be solved on priority basis. We can have online

issue solving forum where in all the clients can virtually approach us while we have

the executives who can coordinate with all.

INFERENCE

All the questions and their responses indicated Essar as a favorable brand in the

market.

It was found Essar is most preferred in the market for the quality products that it

provides.

Most customers feel they get best products at suitable prices. It was observed

Essar is ahead in term of Quality, NPD, customer focus and various others

parameters in compared to TATA, JSW, POSCO, SAIL, and BHUSAN.

Few things that need to be changed include improving delivery parameters.

Essar also needs to focus more on improving relations with dissatisfied clients who

are not happy due to few reasons.

Customers seem to be happy about the ability to develop the new product. Few

also think Essar is customer centric and has an excellent customer focus.

It was observed on the other side few clients are not happy for the time taken to

solve their issues and few not happy due to delayed delivery problems.