ACKNOWLEDGEMENT

It is with real pleasure that, I record my indebtedness to my academic Guide,

Lecturer Shamsher Singh for her counsel and guidance during the
preparation of this project.

I am grateful to (Director, and Centre Head) Miss. Simranjeet Kaur and

my sincere thanks to all faculty members

Place: Shamsher Singh

Date: REG.NO.201761
 DECLARATION

I hereby declare that the project report entitled “RETAIL MARKET OF

STEEL INDUSTRIES”
Submitted in partial fulfillment of the requirements for the degree master of
business administration to Sikkim Manipal University, India is my original
work & not submitted for the award any other Degree, Diploma fellowship
or any other similar title or prizes.

Date
: Shamsher Singh
REG.NO.2017610
 UNIVERSITY STUDY CENTRE
CERTIFICATE

This is certifying that the project report entitled “RETAIL MARKET OF

STEEL INDUSTRIES” submitted in partial fulfillment of the
requirements for the Degree of Business Administration of Sikkim
Manipal University of Health, Medical and Technological Sciences.

Shamsher Singh has worked under my supervision and guidance and that
no part of this report has been submitted for the award of any other degree,
diploma, fellowship or other similar titles or prizes and that the work has
not been published in any journal or magazines.

REG.NO. 2017610 Certified

(Miss. Simranjeet Kaur)

 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. Bibliography.

b. Questionnaire
INTRODUCTION
 INTRODUCTION

The iron and steel industry in India is among the most important industries within
the country. India surpassed Japan as the second top steel producer in January
2019. As per worldsteel, India's crude steel production in 2018 was at 106.5 tonnes
(MT), 4.9% increase from 101.5 MT in 2017, means that India overtook Japan as the
world's second largest steel production country. Japan produced 104.3 MT in year
2018, decrease of 0.3% compared to year 2017. Industry produced 82.68 million tons
of total finished steel and 9.7 million tons of raw iron. Most iron and steel in India is
produced from the iron ore.

Policy for the sector is governed by the Indian Ministry of Steel, which concerns itself
with coordinating and planning the growth and development of the iron and steel
industry, both in the public and private sectors; formulation of policies concerning
production, pricing, distribution, import and export of iron and steel, ferro
alloys and refractories; and the development of input industries relating to iron
ore, manganese ore, chrome ore and refractories, etc., required mainly by the steel
industry.

Most of the public sector undertakings market their steel through the Steel Authority
of India (SAIL). The Indian steel industry was de-licensed and de-controlled in 1991
and 1992 respectively.

There are two types of steel plants - mini steel plants and integrated steel plants. About
half of the country's steel is produced by medium and small enterprises.[3]

Mini steel plants are smaller, have electric furnaces and use steel scrap as well
as sponge iron. They have re-rollers that use steel ingots as well. They produce Carbon
steel and Alloy Steel of certain specifications. There are around 650 mini steel plants
in India.

Integrated steel plants are large, handle everything in one complex - from putting
together raw material to steel making, rolling, and shaping. Iron ore, coke, and flux are
fed into the blast furnace and heated. The coke reduces the iron oxide in the ore to
metallic iron, and the molten mass separates into slag and iron. Some of the iron from
the blast furnace is cooled, and marketed as pig iron; the rest flows into basic oxygen
furnaces, where it is converted into steel. Iron and steel scrap may be added to both
the blast furnace and to the basic iron furnace. There are about five integrated SAIL
plants in India.

.
INDUSTRIES PROFILE
 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
Nandkishore Ruia ,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 shri
Nandkishor Ruia 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

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 the
 Caribbean 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-the- art technology and in house search and innovation have
made Essay a leading player in each of its businesses.

1. Steelmaking technologies

Steel is a class of malleable alloys made up of iron and carbon (less than 2%), plus
some other additives in small amounts (with proportions ranging widely from less than
1% for low alloy steels to more than 10% in the case of stainless steel or special steels
for tools). Thus,there are many grades of steel (more than 3500) differing in
composition and physical and chemical properties (Fenton 2005). Steel is one of the
most important materials in theworld, with applications in virtually allconstruction,
manufacturing, and engineering-relatedfields. Steel is produced by melting iron (in
form of pellets, sinter, or DRI) and reducing its content of carbon down to the desired
level. There are two basic production methods that account for most of the production
(Worldsteel 2008):

primary steelmaking (~72% of the global production),

— secondary steelmaking (~28% of the global production) (Worldsteel 2010).
Within the primary methods there are four possible production routes available at
industrial scale, depending on the equipment used and on the region considered
(Worldsteel
2010; Yellishetty, Ranjith, Tharumarajah 2010):
— a combination of a blast furnace (BF) with a basic oxygen furnace (BOF) (which
accounts for ~64% of the world total production),
— a blast furnace with an open hearth furnace (OHF) (~1% of the global total),
— a direct reduction unit (DR) with an electric arc furnace (EAF) (~6% of the world
total),
— a smelting reduction unit (SR) with a basic oxygen furnace (less than 1% of the
world
total).
Primary steelmaking involves up to four major steps which require large facilities:
 Mining And Preparation Of Raw Materials,
 Iron Production,
 Steel Production,
 Casting, Rolling And Finishing.
The main raw materials are iron ore, coal, limestone, scrap and energy. Approximately
95% of the energy input consists of solid fuels (mainly coal), ~3% of gaseous fuels,
and ~2% of liquid fuels; electricity input is much smaller (Worldsteel 2008).

The secondary method produces steel by recycling used steel products and ferrous
scrap in electric arc furnaces. Secondary steelmaking usually involves stages 3 and 4.
The main inputs are scrap and electricity.

1.2. Mining and preparation of raw materials

The first step to produce steel by means of a primary steelmaking method consists of
the mining and preparation of raw materials. The most important raw materials are
iron ore, coke, limestone, and ferrous scrap. Iron ore is mostly obtained from open cast
mines, then crushed and concentrated into pellets (small iron ore balls) or sinter (iron
ore lumps baked with coke or coal). Iron ore is mined in about 50 countries, the
majority originating fromBrazil, Australia, China, India, the US and Russia. Australia
and Brazil accounting together for about one third of total world exports (Worldsteel
2010). Iron mines are often remote from steel mills, so iron ore needs to be transported
by rail to dedicated port terminals, and then shipped in bulk carriers to steel producing
locations (Yellishetty, Ranjith, Tharumarajah 2010).

Coking coal is mined from open cast or underground mines, washed, and converted
into coke (almost pure carbon resulting from conversion of coal without oxygen at
high temperatures). The quality of the coking coal, or rather a specific mixture of
selected coals, directly influences the final coke quality. In fact the coke quality is
more dependent on the coal mixture than on the coke production technology. As a
result, prices of selected coking coals (premium hard, hard) are significantly higher
than prices of semi-soft coals (even by 30–50%). Coke producers are usually located
in the steel producing regions. In 2007 the Asian countries produced 406.5Mt of coke
out of the world total 554.2Mt, with China being the biggest producer (329 Mt of coke
(recalculated for dry coke)). Poland and Germany are the main EU coke producing
countries with annual production of 10.3 Mt and 8.10 Mt respectively (Ozga-Blaschke
2010).

Scrap iron consists of steel and ferrous products at the end of their lifetime (obsolete
scrap), steel discarded during the manufacturing processes (prompt scrap: by sector,
steel recovery rates can be estimated at 85% for construction, 85% for the automotive
industry, 90% for manufacturing of machinery, and 50% for electrical appliances), or
any scrap generated within the steel industry and immediately fed back into the
steelmaking process (home scrap). The availability of home and prompt scrap is
related to current production levels, while the levels of obsolete scrap depends on past
steel production, average product lifetimes, and recycling rates (Worldsteel 2011).

Limestone is used in the furnaces to form slag (a by-product resulting from impurities
and non-metallic inclusions into the steelmaking processes, which may be used in the
production of concrete in combination with Portland cement). Other additives like
metals, plastics and heavy oil may be used in the different production phases.
Steel Markets
 Steel Markets

Demand

Steel consumption is commonly linked to GDP per capita levels through the so-
calledsteel intensity, which can be described as a function that, although depends on
the country considered, usually follows an inverse U-shaped curve (Mannaerts 2000;
van Vuuren,

Strengers, de Vries 1999). That shape can be explained by the overlapping of three
different effects in the requirements of steel produced by:
 changes due to the economic transition from agriculture-manufacturing and
building- -services,
 changes due to substitution by competing materials,
 changes due to technological developments – developing countries would be by
the left side of the curve, while developed countries would be by the peak or the
right side.
Steel products are used for a wide range of applications in which there is not a suitable
alternative, such as buildings and infrastructure,machinery and equipment, tools,
appliances, weaponry, and ships and vehicles. Around 25% of the steel products are
shipped to service
centres and distributors, 22% are consumed by the construction sector, 15% by
automakers and vehiclemanufacturers, 3% are used for the production of packaging,
and the rest (around 35%) is used mainly for other industrial applications or traded
(Fenton 2005). Not only steel products have commercial applications, for instance slag
is used for manufacturing asphaltic aggregates, clinker and concrete, cement additives,
railroad ballast or road bases.
The world average consumption of steel products amounted to 178.9 kg per capita in
2009 (see Table 3). The consumption per capita is significantly higher in developed
areas
(240.7 kg in the European Union) than in developing regions (e.g. 42.1 kg in Africa).
Continuous cast steel output in 2009 was 1149.3 Mt, i.e, almost 94% of crude steel
output. The difference between crude steel output and cast steel output accounts for
home
scrap output. By region, the highest apparent consumption (i.e., the
result of adding

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 :

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 proposa
ft*Further more, with an expanding consumer market, the Indian steel
industry likely to receive huge domestic 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 , spi egersies, 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:

1. Trust of Essar Quality

2. Immediate Delivery

3. Transparent Pricing

4. Easy Contactability
5. Pan-India presence

Welcome to a whole new way of buying steel.

PRODUCT
LINE
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

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
 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

 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
 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

 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,steel strip,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....
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:

• Galvanized steel coil Galvanized 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...

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 an even stronger roof.
 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.

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.
Essar sona G.C sheet are stronger then other G.C sheet by an amazing 5%
test it
 SIZE: ESSAR SONS G.C SHE

Available Thickness:

.16, .18, .20., 22., .2 5, .30, .35, .40, .45, .50, .60, .8 0 m m.

Available Width:

760mm, 800mm, 910 mm, 1200mm

Available Length

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

HAZIRA STEEL COMPLEX

This highly integrated and modern complex consists of the following

manufacturing Tacilities.,

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.

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 cranes.
Process Flow: Hazira Steel Complex

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
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

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
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,

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 pr

oducts, 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.
  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 high- value, 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, 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

ADVERTISIN
G AND
BRANDING
 ADVERTISING & BRANDING INDUSTRY OVERVIEW

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 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 medi
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 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

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 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, that address
information can be matched against demographic databases to create a
unique profile of the subscriber based on likely household income,

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.
Telecommunications companies such as AT&T (formerly known as SBC
Communications) are now delivering television programming to the home
via telephone wires, battling cable and satellite TV firms for market share.
Millions of cell phone owners are subscribing to mobile video, enabling
them 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

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 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 vital. Media companies and the
 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 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 vital. Media companies and the
advertisers that rely on them are being forced to radically change to deal
with new technologies and new demands 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 rapid- fire pace, and media
companies will be forced to be more nimble than ever.

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 arefindingit 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 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.
 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.

 To find out the factors affecting consumer behavior in home

applianc

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.
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

RESEARCH PROCESS
 DATA
ANALYSIS
1. Do you know about the Essar steel?

Yes 35.2%

No. 65.8%
2. Who according to you are the major competitors operating in your
area?

35% TATA

20% National

15% ESSAR

30% Jindal
3. 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
Results for the iron and steel industry

Figure 1 summarises the overall energy costs for the whole industry due
to fossil fuel consumption (either consumed as reductants or as thermal
energy) and also due to electricity consumption. These values come
from a top-down approach and aggregate the overall consumption,
irrespective of the value of the final product and the technology used.
incorporates the rest of the costs considered in the top-down approach using the
same breakdown as the data provider World Steel Dynamics (whose cost-curve
information is the core of the bottom-up analysis that follows).
If we exclude the labour costs from the comparison, the costs in the EU (only
including raw materials, other and energy costs) are higher than the costs in Brazil
and Russia, lower than the Indian costs and in line with the rest of the competitors.
Since the top-down analysis does not distinguish between technologies or
products, in order to compare homogeneous products and routes, it is necessary to
use a bottom-up approach focusing on the possible combinations of long and flat
products (hot-rolled coil and wire rod) coming from the integral route (BF-BOF)
and the recycling route (EAF). Figure 3 to Figure 6 show the resulting cost curves.
CONCLUSIONS
 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.
LMITATIONS
 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 situation can undergo a change.

BIBLIOGRAPHY
 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
QUESTIONNARIES
 QUESTIONNARIES

1. Do you know about the Essar steel?

(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
 (b) 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 compared to its competitors?
(a) Excellent

(b) Better

(c) Good

(d) Bad

(e) No comparison.

7. Are you satisfied with the rates at which you get the commodities?
 (a) Very much satisfied

(b) Satisfied

(c) average satisfied

(d) Not satisfied.

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

(a) TT

(b) S IL

(c) Essay

(d) Jindal

9. What are the different shapes or forms does steel are prepared?

Steel is prepared into various sections like

• Plates and Tubes

• Strip and Profiles
• Rails
 • Rods
• Wire and Bar

10.What are the main challenges does steel industry is facing now?

The main challenges that steel industry is facing now is

• Overcapacity
• High raw material cost
• Price volatility

11. What are the types of Stainless Steel?

The main types of stainless steel are

• Ferritic
• Austenitic
• Martensitic

12. What forms of corrosion you will see in stainless steel?

The type of corrosion you will see in stainless steel are

• Pitting Corrosion
• Crevice Corrosion
• General Corrosion
• Stress Corrosion
• Intergranular Corrosion
• Galvanic Corrosion

13. What forms of corrosion you will see in stainless steel?

The type of corrosion you will see in stainless steel are

• Pitting Corrosion
• Crevice Corrosion
• General Corrosion
• Stress Corrosion
• Intergranular Corrosion
• Galvanic Corrosion

14. What are the impurities added in the steel?

Impurities percentage is very minimal, and it is added according to the requirements

• Silicon
• Sulphur
• Carbon
• Phosphorous
• Manganese, etc.