“ROLE OF BRANDING & ADVERTISEMENT IN RETAIL

MARKET OF STEEL INDUSTRIES”

A PROJECT REPORT
Submitted in partial fulfillment of the
Requirement for the award of
BACHELOR DEGREE IN COMMERCE

Submitted by
Name – SURYAKANT NAYAK
Exam. roll no.-18COM174
Redg. no.-
Under the Guidance of
Name – PRADEEP KUMAR PATTNAIK
Assistant professor in Commerce

DEPARTMENT OF COMMERCE
GOVERNMENT COLLEGE (AUTONOMOUS), ANGUL, PIN-
759143
SESSION:
2018-2021

1
 ACKNOWLEDFEMENT
I would like to express my special thanks of gratitude to
my teacher Mr PRADEEP KUMAR PATTNAIK who
gave me the golden opportunity to do this wonderful
project on the topic role of branding & advertisement in
retail market of steel industries , which also helped me
in doing a lot of research and I came to know about so
many new things. I am really thankful to Her.
Secondly I would also like to thank my parents and
friends and others who helped me a lot in finishing this
project within the limited time.
I am making this project not only for marks but to also
increase my knowledge.

2
 BONAFIDE CERTIICATE
This is to certify that the project report titled “
Name of the project report” submitted by
SURYAKANT NAYAK Roll. No18COM-174 in
partial fulfillment of the requirements of the
Graduate Degree in Commerce for the academic
session 2018-2021 is the original work of the
above candidate.

Mrs. PRADEEP KUMAR

PATTNAIK

Guide

3
 DECLARATION
I , SURYAKANT NAYAK ROLL NO- 18COM-174 REG. NO-
final year students of B.COM of GOVERNMENT
COLLEGE(AUTONOMOUS), ANGUL would like to declare that
the project entitled” “, is a bonafidework done by the student in partial
fulfillment of Bachelors Degree affiliated to Government college
(Autonomous), Angul. The research submitted is my original work
and true to the best of my Knowledge and belief.

Place-ANGUL SURYAKANT NAYAK

Date-

4
 CONTENTS
Chapter - I

Introduction

Chapter - II

Objectives of the study

Chapter - III

Research Methodology

Chapter - IV

Findings & Interpretation

Chapter - V

Conclusion & Recommendation

Chapter – V I

Limitation

Appendix

a. Questionnaire

b. Bibliography.

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INTRODUCTION

6
 INTRODUCTION
The present study is an attempt to conduct a survey check the feasibility of GP to

sheet in the hariyali outlet.

Consumer has its own choice they prefer those brands by which they get satisfaction.

In fact the customer continuously displaced different buying behavior 40 depending on what

he is buying with whom, when where, and why he is buying.

Today customer know exactly what they want and does not stick to particular bra, if

they get better product.

Customer is more value conscious these days the factor that drive the consumer

behavior today can be very different tomorrow's as to keep track of their demand behavior

has consistently monitored.

Today if company wants to be in the market it has to keep in touch with customer and

consistently try to come to be expectations of consumer by launching the new and modifying

products.

The brand play a critical role in building the fortunes of a company . Given that

consumption patterns are more or less static. Companies have few changes hook a customer .

but once hooked to its product volume are likely to be steady.

Therefore adopting a brand-push strategy may be a key success factor.

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INDUSTRIES PROFILE

8
 COMPANY PROFILE
The ESSAR GROUP was founded in 1969 by brother's Shri Shashi Ruia and

Ravi Ruia

The Ruia family, s origins are in Rajasthan. Something in the 19th century it moved to

Mumbai and set up its own business .In 1956 ,Shri NandkishoreRuia ,father to Shri shay Ruia

and Ravi Ruia moved to Chennai of the south Indian state of Tamil Nandu ,to begin two

independent business activities. He mentored his sons in the intricacies of business. Wl %44

shriNandkishorRuia passed away in 1969, the brothers laid the foundation of the grow.

The ESSAR group began its operations with the construction of an outer breakwater

in ft4 Chennai port. It quickly moved to copitalise on every emerging business

opportunity,become Indian's first private company to buy a tanker in 1976. The group also

investe in a diverse shipping fleet and oil rigs, when government of India opened up the

shippi and drilling business to private players in the 1960s.

Then, in the 1990 Essay began its steel making business by setting up Indian's first

sponge iron plant in Hazira, a coastal town in the western Indian state of Gujarat. The group

went on to build a pellet plant in Visakhapatnam and eventually a fully integrate steel plant in

hazira.

Through the 1990s with the gradual liberalization of the India economy ESSAR
seized every opportunity that came its way it diversified its shipping fleet started oil
gas exploration and production laid the foundation of it oil refinery at vainer Gujarat
and Set up the power plant near the steel complex in hazira the construction business
helped the group build most of its business assets ESSAR also entered the GSM
(telephones

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 business establishing India s first mobile phone service in Delhi ( brander ESSAR call

phone ) with Swiss PTT as the joint venture partner

The 21st century for the ESSAR group has been all about consolidating and growing

the "0 business with M&AS new revenue streams and strategic geographical expansion. The

ESSAR group is a diversified business corporation with a balanced portfolio of asset the

manufacturing and service sectors of steel Energy power

communication shipping worts& logistics and projects. ESSAR

it gas presence in more then 15 country worldwide.

With a firm foothold in India the ESSAR group gas been focusing on global

expansion project and investment in Europe, North America theCaribbean Africa the

Middle ESSAR "40 and south East Asia invested in the commodity annuity and of

services businesses .Forward and backward integration, an well as the use state-of-theart

technology and in house search and innovation have made Essay a leading player in each of

its businesses.

vision and Mission

Vision

We will be a respected global entrepreneur, through the

power of Positive Action

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 Mission

We are committed to innovative growth,

through our personal passion, reinforced by a

professional mindset, creating value for all

those we touch.

Essar Steel Hypermart : Essar Group

MANAGEMENT TEAM
No ESSAR steel hyper mart is a division of ESSAR Steel Ltd...

The Management Team of ESSAR STEEL HYPERMART...

* Shri Prashant Ruia, Director.

* Mr. Vikram. Amin

Director-sales & Marketing A

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 * Mr.DilipOommen

WO Chief Executive Officer - India Region

* .MrGirish Rao

C.E.O. Retail Business

*Mr.SukantRatnakar,
GM, Central Zone.

* Mr.ManishKumarSingh,
GM, UP & UT.

* Mr. Vijyendra Srivastava,

Manager, Kanpur

STEEL

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 STEEL

SECTOR OR STRUCTURE / MARKET MLE-

The Indian steel industry entered in to a new development stage from 2005-06

resutling in India becoming the 5th largest producer of steel globally producing about 53

million tones of steel year today account for a little over percent of the total production.

Indian is the only country world over to post a position overall growth include steel

production 1.01 percent for the January march period of 2009.th ,,recovery in steel production

on has been added by the improved sales .. performance of steel companies.

According to a report from Barclays capital china and India are going to provide the

impetus for steel demand for the next few year.

PRODUCTION :

Steel production grew at 1.2 percent in the January mar, quarter of 2008-2009 over the

same period last year .the fourth quarter saw .,-most of the large steel companies such as

SAIL, TATA, S TEEL,E S SAMS .

The national steel policy has a largest for taking steel production up to 110 metric ton

by 2019-20 none the less with the current rates of the ongoing greet field and brown field

projects the steel has projected Indian steel capacity is expected to touch 124.09 metric ton

by 2011-12 infact based on status of memoranda of understanding (MOUs) signed by the

private produce) w4dwith the various state government .Indian's steel capacity is likel

CONSUMPTION :

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 India is the fifth largest consumer of steel in the world. It consumes about 1.

million metric ton of stainless steel a year with around 70%accounting for %% kitchen wave.

However it's used in railway coaches' wagong, airport, hotels, and retail stores is growing

immensely .demand for steel in India is likely to grow at around 13% against the global

average of 6-7% steel consumption grew at 3.8% in Jan –march quarter of year 2009-10 over

the same period last year.

A credit Suisse group study state that Indian's steel consumption will continue to grow

by 17% annually till 2012,filled by demand for consumption of steel is huge, given that per

capita steel consumption is only 40kg compare to 150kg across the world and 250kg in china.

EXPORT:

Out of India's annual iron ore production of more then 200 metric ton about

50% is export.

Iron ore export increased 18% to 12 metric ton in 2009 from 10.8 metric ton some

month a year ago. Owing to a moderate revival in demand from Chines steel producers, as per

the latest data compiled a group of top Indian mining firms. Earlier according to a study with

the rise in demand for steel in china. woo India's iron ore products went up by 38% to reach

13.6 metric ton in dec 200' Around 50-60% of India of iron is export to china..India's export

during April –December 2008 were 64.4 metric ton. The Government has reduced export

duty on iron ore lumps from 15%.which has liven a further flip to export.

INVESTMENT:

A host of steel companies has lined up major investment proposaft*Further more,

with an expanding consumer market, the Indian steel industry likely to receive huge domestic

14
and foreign investment. According to investment commission of India ivestment of over used

30 billion in steel are the pipeline over the next 5 year.

G0VERMENT INITIVE

The government has construction which will give a flit to the steel sector

removed full exemption of custom duty on 'Nindustries and agricultural commodities .iron

and steel product pig iron , spiegersies, semi –finished products flat products and long

products over now subject to a basic custom duty of 5 percent.

The Indian government billion plans to invest over USD 350 biin industries related to

infrastructure and

ROAD AHE :

While the demand for steel continue to grow in traditional sector such as

infrastructure construction housing automotive steel tubes and pipes consumer durable

packaging and ground

Transportation specialized steel will be increasingly used in hi –tech

-ngineering industries such as power generation petrochemical

Fertilizers etc the new airport and railway metro project will require a large amount of

stainless steel.

The five Value propositions of Essar Steelhypermart are:

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1. Trust of Essar Quality

2. Immediate Delivery

3. Transparent Pricing

4. Easy Contactability
5. Pan- India Ptesence
Wel come to a whole new way of buying steel.

PRODUCT LINE

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 PRODUCT LINE
Essar steel products are world-class meeting the highest international standards.

The company's extensive marketing network and after sales service ensure

HOT ROLLED PRODUCTS

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 COLD ROLLED PRODUCTS

GALVANISED PRODUCTS

HOT ROLLED PRODUCTS-COILS

Essar steel’s produces the finest quality of hot rolled coils in raw as well as No pickled and

oiled form.

Used for:

• Transport Industry

• Welded steel tubes and pipes

• Cold-rolling and drawing

• Line pipe

• Corrosion resistance

• Boiler quality plates

• Tin mill black plate • Pressure vessels

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 HOT ROLLED PRODUCT -PLATES
Essar steel's high precision shearing line (SMS-USA) produces top quality steel plates

that meet demanding international standards.essar steel is the only Indian company to receive

the prestigious TUV Rhineland certificate for quality plates.

Essar caters to the plates demand form the following broad market segments.

Used for

• Boiler & pressure vessels

• Ship building

• Railways

• Heat Exchangers

• Oil & petrochemicals

• Coal & mining

• General & heavy engineering

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 HOT ROLLED PRODUCTS — SHOT BLASTED AND PRIMED

Shot blasted and printed steel from essar offer the cleanest surfaces a] a

comprehensive environment ronment protection to its steel. The ideal steel fi use in extreme

applications shot blasted and painted steel from essar India's first ever in its category.

Used for

• Welded beams

• Ship building

• Bridge girders

• Component fabrications

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 COLD ROLLED PRODUCTS
Hot rolled coils from Essar Steel are used to produce cold rolled products in the coils/

plates and sheets form. A smoother surface finish, improved tensile strength, and customized

product thickness can be achieved through cold rolling.

Used for

• Automotive Body & Components

• Drums & Barrels

• White Goods

• Furniture & Office Equipment

• General Engineering Application

RANGE:

• Type: Cold Rolled Closed Annealed (CRCA)/Cold Rolled Fu Hard (CRFH)

• Width: 600 mm - 1525 mm/23.6311- 60.04"

• Thickness: 0.14 mm - 3.175 mm/0.0055" 0.125"

• Surface Finish: Matte, Bright, Dull

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 • Finishing Facilities: Slitting

SL I : Width-25 mm-1515 mm/0.98” - 59.65"

SL 2 : Width - 600 mm - 1525 mm/23.62"- 60.04"

SH 1 : Length - 600 mm/23.62" - 188.97"

NEW PRODUT COLD ROLLED :

Cold-rolled steel coil /sheet/strip Cold-rolled stee coil: we produce all kinds of

specifications cold rolled steel coil,steelstrip,steel sheet....

Cold-rolled steel coil Cold-rolled steel coil -- competitive price and various

specification cold-rolled steel coil....

Hot dipped galvanized steel We have three hot dipped galvanized steel product lines which

can produce high quality and much steel coil....

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 GALVANIZED PRODUCTS
Essar Steel now offers the best of breed galvanized products with the

highest level of customization. The products are available in the widest range of

surface finishes, thickness and corrugation levels.

Used for:

• Construction

• Corrugated Sheets

• Agriculture Equipment

• Automotive Applications • General Engineering Applications

Range:

• Type : Galvanized Plain (GP)/Galvanized Corrugated (GC)

• Width : 600 mm - 1370 mm/23.6211- 53.94"

• Thickness : (BMT) 0.14 mm - 3.175 mm/0.0055" - 0.125"

• Zinc : Coating 80 - 600 GSM

• Surface Finish: Regular Minimised Spangle, Zero Spangle

• Finishing Facilities: Skin Pass, tension Leveler, Corrugation Width - upta

1250 mm/49.21"

• Corrugation: Thickness - upto 1 mm/0.04"ss Length - upto 4800

mm/189”

Galvanized Products:

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• Galvanized steel coilGalvanized steel coil with high quality,
reasonable price ,on time delivery and good after service....

• Galvanized steel coil Galvanized steel coil can be used in construction,

electrical appliances, transportation, agricultural equipment, furnit...

• Pre-painted galvanized steel coil Pre-painted galvanized steel coil !

Is superior resistance against environment heat resistance, corrosion

resistance, humid...

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 GALVANIZED CORRUGATED SONA SHEETS

Essar sona galvanized corrugated sheet is now offers the best of breed galvanized a4 products

with the highest level of customization. Sona G.C. sheet yet another oreakthrough in roofing

solution from the trusted house of essay steel. And here's list features that only assert our

superiority over other brands. After all every home need a strong foundation and every

stronger roof.

Essar sona G.C sheet are stronger then other G.C sheet by an amazing 5% test it to

believe it.

SIZE: ESSAR SONS G.C SHEET

Available Thickness:

.16, .18, .20., 22., .2 5, The G.C sheet come with zinc coating with thickness of
120gsm (grams per square meter) lending it greater durability.sona G.C sheet exhibit better

brightness that makes Nome beautiful and cheerful .a feature not to be seen in other G.C

sheet.

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 Sona G.C sheet are uniformly coated so corrosion find no weak spat even when fixing

ft* nuts & bolts and better coating adherence protects the sheet from scratches and other me

damages.

.30, .35, .40, .45, .50, .60, .8 0 m m.

Available Width:

760mm, 800mm, 910mm, 1200mm

Available Length

2440mm,3050mm,3660mm,4270mm,4640mm

HAZIRA STEEL COMPLEX

This highly integrated and modern complex consists of the following manufacturing

Tacilities.,

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HOT BRIQUETTED IRON PLANT
ESSAR Steel operates the world's largest gas-based hot briquetted iron (HBI) plant with a
production capacity of 5.1 "to million tonne per annum (MTPA). The plant uses state-of-the-
art technology, which. ensures high quality raw material for the steel

plant. Essar Steel is one of the world's lowest cost producers of HBI on a per tonne

basis. The plant is supported by a captive power plant of 32MW, which operates at

100% capacity.

• Salient features of Essar Steel's HBI plant

• World's largest gas based HBI plant

• Amongst the lowest per- markets tonne operating costs

• Consistently operating at high capacity

• Established customer base in both domestic and export

Hot Rolled Coils

Essar Steel is the largest steel producer in western India, with a current capacity of 4.6

MTPA at Hazira, Gujarat, and plans to increase this to 9 MTPA. The Indian operations also

include an 8 MTPA beneficiation plant at Bailadilla, Chattisgarh, and an 8 MTPA pellet

complex at Visakhapatnam.

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 The complex also houses the steel plant. and the 1.4 MTPA cold rolling complex. The

steel complex has a complete infrastructure setup, including a captive port, lime plant and

oxygen plant.

The dedicated infrastructure of Hazira Complex includes an independent water supply,

power, lime & oxygen plant, a township and a captive port that can handle up to 6 MTPA of
cargo, with modern handling equipment including barges and floating

Process Flow: Hazira Steel Complex

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Cold Rolled I Galvanised Coils & Sheets I SONG GC Sheets
Hot Rolled Products
Essay Steel produces the finest quality of 24 carat Hot Rolled steel in India . Since its

introduction, Essar's Hot Rolled steel continues to be a critical input for highly demanding

applications. Essar's Hot Rolled Products are available in plates, sheets and coil form.

Application
General Engineering, Automobiles, Infrastructure, Oil and Gas pipelines, Line

Pipes etc.

Specification and Dimensions

Thickness: 1.6mm - 20mm

Width: 1250mm -- 2000mm

Length: 2500mm - 8000mm

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Cold Rolled I Galvanised Coils & Sheets SOMA GC Sheets

Chequered Plates
Essay's 24 carat steel Chequered Plates are high- friction plates ensuring maximum

skid-resistance.

These plates are available in tear trop pattern with a maximum bead height of

1.2mm.

Application

Multiple uses in flooring, grating over closed gutter/culvert and structural functions.

Specification and Dimensions

Thickness: 3mm - 8mm

Width: 1250mm

Length : 5000 mm

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Cold Rolled I Galvanised Coils 0& Sheets SOMA GC Sheets

Shot Blasted Plates

Essay Steel's 24 carat Shot Blasted and Primed Plates are not only

environmentally-friendly, but can also be directly used to save time and cut costs. They are

highly weather- resistant and are available in Red Oxide or Zinc Silicate Primer coating.

Application

Ship and barge building, pre-fabricated buildings, construction and railway wagons.

Specification and Dimensions

Thickness: 8mm 12mm

Width: 1500mm

Length: 6300mm

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 ANATOMY OF WORLD

“PROJECT”
ANATOMY OF WORLD “PROJECT”

Each alphabet of project itself has common meaning. It is necessary to

know the basic sense of the word before going in to project work.

P for Planning

It is technique of looking ahead a constructive reviewing of future need so

that present action can be adjust in view of the established goods.

It is necessary for the arrangement of resources.

R for resource

These are helpful in promoting and functioning of planning. Resources

are the material tangible or intangible which are required for fulfillment of

work.

0 for Overhead expenses

These are the expenses of planning and activities. Expenses are incurred

on functioning of task are called overhead expenses.

J for Joint efforts

'These are required and must in order to complete any project

successfully, A better completion can be achieved by joint and total efforts of all

the persons engaged in the work,

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E for engineering

This lead to step-by--step construction of plans so that it will be easier to

formulate the plans into action.

C for construction

Refers to converting of plans into action. Actual work should be done to

convert the plans into a productive and meaningful work.

T for Techniques

These are need for the successful and better completion of task.

Every task re--certain technique of work to be completed.

ESSAR’S CONDITION IN DOMESTIC &

INTERNATIONAL MARKET
Essar’s Condition in Domestic & International Market

Domestic

Essar Steel's complex at Hazira, Gujarat, India is ideally located to serve major domestic

markets. Its location in Western India places it close to the highly industrialised western

region of India, home to the bulk of the demand for hot rolled steel flat products, Major cold

rolling mills and galvanizing mills, along with a host of other industries including the

automobile sector, oil and refinery installations, white goods, general engineering, pipes and

tubes are located in this region.

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 • Essar operates the widest Hot Strip Mill (HSM) in India (2000 mm)

• Houses the only mill in India offering skin pass material for high end steel

applications

• Cold Rolling Mill is strategically located adjacent to the Hot Strip Mill, yielding

significant competitive advantage,

There are certain customised lots and manufacture dimensions that only Essar can

produce to world--class quality standards. It has successfully replaced the highvalue, high-

quality imports for cold rolling grades in the country and currently enjoys a healthy market

share, Essar's quality in boiler, API, corrosion resistant and pressure vessel grades are well

established in the domestic market.

INTERNATIONAL

Essar Steel is India's largest exporter of flat products and it exports about half its

production to the demanding Western markets as well as to the growth markets of

Asia and the Middle East,

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 Essar Steel is a significant force in international markets and is recognised the world

over as a supplier of high-value hot rolled steel coils. Essay's varied range of products,

matches international delivery schedules as well as the quality and pricing parameters.

The emphasis on value-added grades like line pipe grades, LPG grades, high tensile

grades, CORTEN and cold rolling grades make Essar a versatile steel manufacturer-, With

customised lots and manufacture dimensions only Essar can produce, the company has a

distinct advantage in the international markets. Catering to quality conscious niches, Essar

Steel competes against top-of--the-league foreign steel producers. For example, its API

standard steel and low sulphur steel is made only by a few world-class manufacturers.

Essar is constantly developing new segments in overseas markets such as:

• HSLA grades for pre-fabricated structures

• American Petroleum Institute grade steel for gas pipe lines

• Wide width coils for cold rolling and general engineering applications

• 11 Thinner and thicker gauge Galvanised

ADVERTISING AND BRANDING

ADVERTISING & BRANDING INDUSTRY OVERVIEW

35
See the complete list of trends that we analyze.

1) Introduction to the Advertising and Branding ilft* Industry

Advertising in the wasG1 about Z) 0-).1 billion in 2008, according

to experts at Universal McCann, an Interpublic company

(www.universalmccann.com). This includes national advertising, which was

estimated at $193.0 billion, plus local advertising such as local TV and local

newspapers. Worldwide advertising revenues were about $653.9 billion in 2008,

again according to Universal McCann.

Among the best growth areas in advertising in recent years have been

advertising on mobile devices, advertising on movie screens and advertising

online. Researchers at Gartner projected mobile advertising to grow to $2.7

billion in 2008 on a worldwide basis, up from $1.7 billion a year earlier. The

Cinema Advertising Council estimates that 82% of America's 38,794 cinema

screens accept advertising, and that this sector grew 18.5% in 2007 to $539.9

million. GroupM, a unit of global advertising agency giant WPP, estimates that

global advertising on the Internet was $54 billion in 2008, and will grow 10% in

2009 to $59 billion.

Elsewhere for 2009, all indications point to a decline in advertising

expenditures in most sectors. Newspapers are suffering the largest declines in

36
advertising, while radio, TV, magazine and outdoor advertising are all very soft

at best.

Advertisers of nearly all types have cut their budgets dramatically.

Immense cuts in advertising by automobile and financial services companies

have been especially hard on the advertising and media industry. Media firms

are responding by cutting ad rates in many cases, while cutting their own

operating costs where possible.

Estimates of size, scope and growth of advertising markets vary from one

source to another. GroupM forecasts a 3.2% drop in U.S. national advertising to

$156.8 billion for 2009, while Publicis Group's media experts at its

ZenithOptimedia unit expect that number to drop 6.2% to 1.61.8. (These

numbers do not include local advertising.) GroupM projects a 0.2% decline in

total global advertising for 2009, including positive growth in Latin America

(+8.1%), Asia-Pacific (+4.2%) and the Middle East/Africa (+8.7%).

Advertising is irrevocably linked to media, whether traditional media like

the 1.4,411 radio stations in Arnerica (about $19.5 billion in annual revenues),

the 3,115 broadcast TV stations plus myriad cable and satellite TV outlets

(totaling about $71.6 billion in advertising revenues), the 2,329 daily and

Sunday newspapers (about --,38.8 billion in annual advertising revenues) or new

media like the tens of Internet magazines, at about $23-1 billion in U.S.

advertising revenues; and outdoor advertising, at about $7 billion in the U.S. In

37
addition, there is significant activity in specialty and alternative advertising,

everything from ball point pens printed with a message to t-shirts to small

airplanes towing advertising banners. Branding, marketing and public relations

activities and services generate billions more in revenues.

Advertisers are faced with daunting new realities when considering the

various media they might use to get their messages across. Traditional media are

losing control over their audiences. That means that advertisers can no longer

feel secure that their ads on TV, on the radio or in print are going to receive

mindshare. Gone are the days when television and radio programmers enjoyed

captive audiences who happily sat through ad after ad, or planned their

schedules around favorite shows. Consumers, especially consumers in younger

demographics, now demand more and more control over what they watch, read

and listen to, and thus more control over the advertising they might be exposed

to.

Issues and Options Related to Control and Pricing of

Entertainment Content:

• Free, advertising-supported content versus paid content

• Illegal downloads of content versus authorized downloads

38
 • Paid one-time downloads of content for permanent use, versus one time

pay-per-view, versus continuing subscription required to view

• Portability (including the ability for a consumer to download once, and

then use a file on multiple platforms and devices including 1Pods)

Delayed viewing or listening (such as Video-on-Demand, or viewing TV

programming at the consumer's convenience via TiVo) Nonetheless, for

advertisers willing to adapt to today's rapidly evolving environment, there is

good news. Effective advertising today targets consumers based on things they

are passionate about, rather than simply their age or income bracket. That is, the

increasing range of niche media now available enables carefully crafted

messages to be designed for and delivered to specific consumer "passionate

interest groups." For example, consumers who read Bon Appetit magazine

(gourmet food coverage), watch the Food Channel on cable TV and hold

Platinum American Express cards are likely to respond to messages that are

centered on dining and entertaining well. Obviously, a niche campaign could be

created around direct mail to these upscale credit card holders, combined with

print ads in the magazine and cable TV ads on the Food Channel. This is a

target marketer's dream come true. The product might be fine wines or Viking

ranges, but it could just as easily be ads featuring Lexus luxury automobiles

shown being used to bring home gourmet food ingredients, drive to a gourmet

restaurant or arrive at the Aspen Food Festival. The campaign might be topped

39
off with special ads or an online contest on the Epicurious gourmet foods web

site (www.epicurious.com) and links to special offers, contests, how-to-cook

streaming video demonstrations or useful news on the advertiser's own web site.

Blogs, podcasting, cable TV programming on-demand, mobile phone-

based news and entertainment programming, satellite radio and online social

networks are booming. Never in history have there been so many unique

opportunities for targeted marketing based on consumers' tastes, interests,

special needs and passions. In act , asking consumers to respond by going to a

specific web site page may finally make advertising truly trackable and results-

based—long the holy grail of marketers.

Cutting-edge cable TV technology makes television advertising directed at

specific neighborhoods possible for the first time—a boon to advertising by

local retailers, local services and political candidates. Interactive television

services are growing rapidly, leading to new opportunities for direct-selling via

TV. With interactive cable TV, subscribers can order movies on demand and

other unique services. They also have the ability, to respond to direct sales

offers via their cable systems. For example, viewers watching a pay-per-view

music concert may be able to order souvenirs such as t-shirts via interactive

cable. Cable TV offers another unique advantage to direct sellers and other

advertisers. Since the cable system knows the address of the cable subscriber,

40
that address information can be matched against demographic databases to

create a unique profile of the subscriber based on likely household income,

via telephone wires, battling cable and satellite TV firms for market

share. Millions of cell phone owners are subscribing to mobile video, enabling

them value and size of the home and other data. Ads displayed by the cable

system can then be custom tailored to match the viewer's profile.

Frankly, the use of ads that are intensely targeted to "passion interest

groups" is long past-due. By one count, Americans are subjected to 3,000

commercial messages daily—most of which, such as billboards, occur

randomly. A study by Yankelovich Partners found that two-thirds of Americans

feel "constantly bombarded" by ads and nearly as many

respondents felt that these ads have little or no relevance to them.

The competition among enterainment delivery platforms has intensified.

Satellite radio delivery of subscription -based music and talk programming has

reached 19 million subscribers at Sirius XM.

41
Telecommunications companies such as AT&T (formerly known as SBC

Communications) are now delivering television programming to the home to

watch news, entertainment and sports on color cell phone screens.

Internet Users Fuel Alternative Online Advertising Opportunities:

• Active, at-Home U.S. Internet Users (December 2008): 260 million

• vital. Media companies and the advertisers that rely on them are being

forced to radically change to deal with new technologies and new

demands U.S. Broadband Internet Connections (December 2008, home

and business): 145 million

• Worldwide Internet Users (December 2008): 1.6 billion

Source: Plunkett Research, Ltd. estimates

Today, elect;-onic offerings such as DVDs, digital video recorders

(DVRs), video-on-demand (VOD) and MP3 players have vastly altered the way

consumers enjoy entertainment. People watch and listen according to their own

desires and whims. Miss the finale to a favorite television show? Rent or buy it

on DVD, or record it to watch later. Interested in only one track from a

recording artist's new CD? Buy and download just the one song via the Internet

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at i'Tunes. Love a prime-time drama on a major network but hate commercials?

Record the show while ignoring the commercials with a DVR.

The implications of these changes are staggering. The business models

upon which most media have traditionally run are becoming obsolete. Revenue

from advertisers is in jeopardy at traditional , while advertising at new media,

including online, is soaring. Television programming schedules are losing

relevance while electronic program guides are becoming more and more from

consumers.

Rapid changes in viewing habits are already occurring. Network TV

news, radio news and newspapers all find that they have to compete fiercely

against Internet-based news content. A large portion of sports programming has

migrated away from "free" broadcasts on TV and onto paid cable channels and

pay-per-view systems.

Meanwhile, media platforms and ad delivery are evolving quickly.

Multipurpose cell phones are now used for more and. more entertainment

purposes. Game machines are going multipurpose with the ability to connect to

the Internet and play DVDs. Broadband to the home has grown to vast, mass-

market numbers, while high-speed wireless connections are enhancing the use

of entertainment and media on the go. A serious evolution of access speeds and

delivery methods will continue at a rapidfire pace, and media companies will be

forced to be more nimble than ever.

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 Globally, more and more households are gaining access to the Internet,

creating even more opportunities for online advertising. At the same time,

millions of people are signing up for cell phone service for the first time, and

many of those new cell phones have color screens capable of displaying

entertainment and advertising.

In magazine publishing, some niche publications have been enjoying high

advertising page counts. Fashion magazines and bride's magazines, for

example, remain robust. However, news magazines, business

magazines and other broad interest publications are losing

advertising clients to online and cable TV media, and are becoming thinner

than ever. Newspapers are finding it increasingly difficult to compete against

Internet news and advertising delivery rivals. In 2008 and 2009, therewere

significant closings of major newspapers in the U.S., such as the Denver area's

Rocky Mountain News. The Seattle Post only, in March 2009, after slashing the

size of its news staff. and frequency of

Other newspapers have reduced L the size printed publication. The Detroit

Free Press put an end to daily home delivery. Classified ads are migrating

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quickly to web sites such as Craigslist.com. Traditional radio broadcasting is

suffering also, finding it increasingly difficult to gather listeners for advertising-

based radio programming due to such alternatives as satellite radio and MP3

players. Intelligences stopped making printed editions and went online

On a brighter note, advertising, long the main revenue source for much of

the media industry, is supporting an entirely new industry: paid Internet search.

Google, Yahoo!, AOL and other U.S. Internet sites generated more than $25

billion in online advertising revenues in 2008 alone.

45
 OBJECTIVES OF THE STUDY

• To enhance the knowledge about ESSAR Steel.

• To enhance the sale of Promotion.

• Brand Image.

• To find out the reason behind the non-response of customers.

46
 RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

Research in common parlance refers to knowledge. One can also define

Research as a sciencetific and systematic search for pertinent information on a

specific topic.

47
 Research Methodology is concerned with the procedure followed to

accomplish the task.

• METHOD FOR COLLECTION OF DATA

• Secondary Data was collected with the help of SAIL employees, from

website, from branch office etc.

• Primary Data:-Questionnaire was used for research study was self

developed

• Data Collection from dealer and customer

• Data processes

• Data analysis to reach conclusion

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RESEARCH PROCESS

RESEARCH DESIGN

49
 The first stage of marketing research calls for developing the most efficient plan for

getting need to know the cost of the research plan before approving it. Design research

approaches instrument and sampling plan.

DATA ROURCE
The research can gather secondary data primary data both.

PRIMARY DATA:

Primary data are gathered for specific purpose or for a specific research project. It is

very important to know that when the needed data do exit or are dated inaccurate or

unreliable the researcher will have to collect Primary data. Most marketing research project

involves some Primary data collection.

SECONDARY DATA:

Secondary data are data that were collected for another purpose and already

somewhere.

Researcher usually starts their investigation by examining Secondary data to see

whether their problems can be partly or wholly solved without collection costly primary data.

I this project I have collected primary & secondary data.

Primary data: Questionnaire was used for research study was self developed. Data

was collected from dealer and later was processed and analyzed to reach conclusion.

collecting data through survey.

Secondary data: Secondary Data was collected with the help of SAIL employees

from website, from branch office Lucknow etc. collecting data from company net & books.

PLACE MARKETING RESEARCH

The research was conducted in various of Bara Banki , BindkiSitapur.

Research approaches: primary data can be collected in 3 ways through.

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 • Focus groups

• Survey research

• Behavioral data

Research Instruments:

There is mainly one types of research instrument for collecting primary data.

• Questionnaires

But in my study I need only questionnaires instruments for collecting primary data.

SAIL is India's largest steel producer with a turnover of Rs. 40,551 crore in

2009-10 It operates and owns five integrated steel plants at Bhilai, Durgapur, Bokaro,

Rourkela and Burnpur and three specialty steel plants at Salem, Durgapur and

Bhadravati. A subsidiary at Chandrapur produces ferro alloys. It is one of the Largest

Producer of Iron Ore in India with 23.-MT productions in the year 09-10. SAII countrywide

network comprist 37 Branch Sales Offices, 67 Warehouses, 26 Customer Contact Offices.

With total number of dealers reaching 2500, SAIL has its presence in almost all districts of

the country. To develop new technology for the steel industry and achieve world standards in

quality, SAIL has a well equipped (Research & Development centre for Iron &steel at

Ranchi. Besides, it has its in house Centre for

Engineering & Technology, the management Training Institute and Safety

Organization at Ranchi. The company is presently implementing a massive expansion plan to

increase its hot metal crude steel and saleable steel production. The ongoing expansion has

beer planned to achieve saleable steel production of 20.23 million tones at a cost of Rs.

37,000 crore (USD 8 billion) approximately by 2012.

SAIL has successfully planted seeds of promise, strengthening the nation and

touching the lives of millions as largest steel producer of the country. SAIL has been

fulfilling responsibilities that came with it.

51
 DATA ANALYSIS

AND

INTERPRETATION

1. Do you know about the Essar steel?

Yes 35.2%
No. 65.8%

52
 35%

know
don't

65%

2. Who according to you are the major competitors operating in your

area?

35% TATA
20% National
15% ESSAR
30% Jindal

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 30%
35%
TATA
National
ESSAR
Jindal

15%
20%

2. Which company’s product you are using right now?

40% Use Tata GC sheet

20% use Jindal GC Sheet
30% use National GC
Sheet
10% use Essar GC Sheet

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 10%

40% TATA
JINDAL
30%
NATIONAL
ESSAR

20%

CONCLUSIONS
During the project, I found that marketing research is the not an easy task It needs
hard work and proper guidance.
I have found so much information about G C Sheets in Retail any office. I found that
there is no awareness among the customer in rural are only.  35% customer aware  65% not
aware.
Customer using the GC sheet right now
 40% Tata
 20% Jindal
 30% National only  10% Essar.
Factor behind the decline of sales
 Low advertisement
 Low awareness
The brand image of Essar steel is not very good in the eyes of customer. I rural areas
people are not aware the-Essar steel.

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 LMITATIONS

1. It was highly expensive and time consuming.

2. The research is carried out on customers, dealers wholesaler retailers etc.

who are human beings. Human beings have a tendency to behave artificially when
they know that they are being observed.

3. Subjectivity is the main limitation of the study. It is very difficult to verify the
research results.

4. The projects generally took longer time. The time by which the research
results are presented market siyuation can under go a change.

56
BIBLIOGRAPHY

57
 BIBLIOGRAPHY

I have benefited from scores of books and articles, for the purpose of preparing

this project report. The list of books, periodicals, and web sites used for the

purpose are mentioned as

BOOKS

• Marketing Management by PHILIP KOTLER

• Research Methodology by PANNEEARSELVUM

WEB SUPPORT

• www.goole.com

• www.godrej.com

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 QUESTIONNARIES

1.Dove you know about the Essar steels ?

(a)know
(b)don’t know

2.Are you use GC sheet ?

(a)yes
(b)No

3.If any other company provide you the same product at

lower rates irrespective of their composition will you switch
over ?
(a)yes
(b)No

4.Do you use any type of advertisement to attract the

customer and make them aware about your brand ?
(a)yes
(No)

5.what is the brand image of your brand in your minds ?

(a)very good
(b)good
(c)average
(d) or they are not aware

6.According to you how o you think about the quality of your

product as compare to its competitions ?
(a)Excellent
(b)Better

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(c) Good
(d)Bad
(e)No comparison

7.who according to you are the major competitors operating

your area ?
(a)TT
(b)S IL
(c)Essay
(d) jindal

8.Are you satisfiy with the essay GC song sheet ?

(a)yes
(b)No

60