Documente Academic
Documente Profesional
Documente Cultură
ON
A MARKET POTENTIAL OF
COMMERCIAL TUBES IN
JAMSHEDPUR
SUBMITTED TO-
MR. KAPIL NANDRAJOG
(CUSTOMER ACCOUNT MANAGER
TATASTEEL TUBE DIVISION)
GUIDED BY
MR. IBRAR KHAN
(MARKETING CO- ORDINATOR
TATA STEEL, TUBE DIVISION)
SUBMITTED BY-
SOUVIK SEN
(PGDM-MARKETING
ASIA PACIFIC INSTITUTE OF MANAGEMENT)
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To Whom It May Concern:
Asia Pacific Institute of Management
3&4 institutional Area
Joshla
New Delhi -110025
Tel no-91-11-42094800
Sir,
We are pleased to accept Mr.Souvik Sen, a PGDM (Marketing) student of your institute has
done a Summer Project in area of Marketing for the period of 8 weeks during April – May
2010.
We are offering the project topic “A Market Potential of Commercial Tubes in Jamshedpur”.
The project is submitted to Mr.Kapil Nandrajog (Customer Accounts Manger) and guided by
Mr. Ibrar Khan (Marketing Co- ordinator Tata Steel, Tube Division). Kindly note that no
stipend is payable and the student will have to make his own arrangement for lodge, board,
local, transport etc.
Yours faithfully,
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EXECUTIVE SUMMARY
The main objective of the research here done on behalf of TATA STEEL Tubes
Division is:
• To find out that what are the attributes which customer prefers more while
purchasing commercial tubes.
• To find out the different sizes which are in more demand in Jharkhand
market.
• To find out the constraints which are faced by TATA TUBES in way of
increasing market shares?
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• To find out the substitute of GI Pipes and reason of substitute.
• To find out the different complaints which are acknowledged by the end
users.
Keeping the main objective in mind we have find out many facts which are
beneficial for us to come to our conclusion and will also help the company in
various ways.
• The research and the survey are conducted in the proper and the structured
manner to achieve our objective at its best possible way. The study was
designed as a market survey and was conducted with the help of
questionnaire. One set of questionnaire was designed for Dealers/Retailers
and the second set was designed for Plumbers. We prepared a structured
questionnaire and data has been collected from all our respondents by
conducting interviews. With the help of collected data several analyses
have been done. By making various graphs and pie charts we have tried
our best to make our research analysis more specific and clear to all.
• Tata pipes are mostly preferred in the market because of their superior
quality and brand name.
Irrigation Farmers
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• Durability of pipes, leak proof pipes, authenticity, uniform thickness and
rust free pipes are key customer requirements and expectations.
• Steel quality, weld quality, galvanizing quality and surface finishing are
the most important attributes, which are checked by the customers before
buying the GI pipes.
• Besides local competitors Jindal and Surya are the strong organized
competitors of TATA PIPES.
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AN ORGANIZATIONAL HISTORY
A timeless vision
“The nation which gains control of iron soon acquires the control of gold. “ --
These were the words that inspired a young Jamsedtji Nusserwanji Tata
envisages a bold new dream for India.
The Tata Iron and Steel Company was India’s first and the largest steel company
in the private sector. Today, Tata Steel ranks among the world’s top steel
companies and has emerged as one of the lowest cost producers of steel in the
world.
Jamsedji Tata ranks among the greatest visionaries of industrial enterprise of all
time. He was gifted with an open mind to absorb new ideas and a strong
determination to make them happen. He was interested in everything he saw and
was always looking for ways to put his knowledge to use, not just for himself
but for India. He laid the foundations of Indian industry, contributed to its
consolidation, and became a key figure in India’s industrial renaissance. Tata
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Steel is a solid manifestation of the iron grit, courage and determination of its
founder, Jamsedji Tata.
There is a difference between making money for oneself and creating wealth for
others. TATA STEEL is a story of a business house that has created wealth for
nation. This is a story of struggle, anxiety, adventure and achievement. This is
the story of pioneers of TATA STEEL.
THE FOUNDER-
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Wealth to him was not the end but a means to an end,
the increased prosperity of India. His attitude to
labour was remarkably ahead of his times, constantly
reinforcing the norm that the success of industry
depended upon sound and straightforward business
principles, the interests of the shareholders, the
health and welfare of the employees. As early as 1892, he established the J N
Tata endowment for higher education abroad of outstanding Indian students.
PIONEERS-
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His charities were numerous and munificent. The Dorab Tata Charitable Trust
that he executed, covering property and crores of rupees is used today for
innumerable charitable causes and institutions.
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Government of India conferred the highest civilian award of the land, Bharat
Ratna to JRD Tata in 1992.
For all his colossal achievements, JRD Tata was a modest, sensitive man,
forever espousing the cause of his employees. His natural love for people
endeared him to all... across the entire spectrum of society.
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Minister Council on Trade and Industry beside a member of various global
councils. He is also the Chairman of two of the largest private sector promoted
philanthropic trust in India.
The Government of India honored Mr. Tata with its second highest civilian
award, the Padma Vibhushan, in 2008. Earlier, in 2000, he had been awarded the
Padma Bhushan. He has also been conferred an honorary doctorate in business
administration by the Ohio State University, an honorary doctorate in
technology by the Asian Institute of Technology, Bangkok, an honorary
doctorate in Science by the University of Warwick, and honorary fellowship by
the London School of Economics. Mr. Tata has been on the company Board
since over 19 years including 13 years in an executive capacity and is actively
involved with product development and other business strategies pursued by the
company. One of his achievements include designing and developing an
indigenous Indian car-Indica which decides creating a record of sorts, is one the
leading products in its category in the car market.
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Apart from the main steel division, Tata Steel's operations are grouped under the
following strategic business units.
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FLATS
The Flat products business group of the Steel division is
the country’s largest manufacturer of world-class steel
products. With a capacity of 2.5 million tones per annum
of hot rolled, cold rolled and coated products, this
business group produces approximately 65% of total
saleable steel. The ‘steel with a soul’, ‘Tata Steelium’ is
one of the first branded cold rolled steel products in
India. The brand promises superior formability, flatness,
surface quality, thickness, consistency and strength.
LONGS
The Long products business group of the Steel division
produces value-added finished products comprising SBQ
(Special Bar Quality), wire rods, merchant bars and semis
in the form of continuous cast billets.
TUBES
Tata Steel Tubes business unit is the largest domestic
manufacturer of steel tubes. It promotes three lines of
businesses: Standard tubes, Precision tubes and Closed
structural.
BEARINGS
Tata Bearings is a leader in the auto ancillary two-
wheeler market segment. It produces around
22.46 million ball bearings and 2.56 million taper roller
bearings.
GROWTH-SHOP
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Corus : Europe’s second largest steel maker with operations in the
UK and mainland Europe and over 40,000 employees worldwide.
Its long and strip products cater to the construction, automotive,
packaging, engineering and other markets worldwide. Corus is
implementing major investments at its plants at Ijmuiden, in the
Netherlands and at Scunthorpe in the UK as part of its drive to
strengthen product differentiation, improve operational efficiency
and reinforce existing competitive position, particularly in the
construction and automotive sectors, including the development of
new advanced high strength steels.
Tata Sponge Iron Limited (TSIL): TSIL is the first Indian sponge
iron plant based on Tata Steel's Direct Reduction Technology. Its
major product lines are sponge iron lumps and fines.
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INTRODUCTION OF THE COMPANY
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Name of the Company : The Iron and Steel Company Limited
(Tube Division)
Name of the Business : Manufacturing
Address The Iron and Steel Company The Iron and Steel Company
Limited , (Tube Division) Limited , (Tube Division)
43,Jawaharlal Nehru P.O.- Burmamines
road,kolkata-700071 Jamshedpur , Jharkhand
PIN: 831007
Website www.tatatubes.com,
www.tatasteel.com
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A new dimension in steel tube technology opened up in India in the early 50’s
with the establishment of the Indian Tube Company Ltd.(ITC), a joint venture
between Tata Steel and Stewarts & Lioyds UK(now a part of British Steel).
After the disinvestments by British Steel, ITC merged with Tata Steel to form
the Tubes Division in 1985, which today is the leading welded steel Tube
Company in India with a manufacturing capacity of 2,50,000 tones.
High Frequency Induction Wield (HFIW) Tube Mill for black &
galvanized tubes and rectangular and square hollows.
High Frequency Induction Wield (HFIW) Tube Mill for Precision Tubes.
Currently TATA STEEL (Tube Division) occupies the no.1 position in the
Indian Tubes Industry and is the only company with a National Network.
Important Milestones:
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1955 – Commissioning of F.M.(Frentz Moon)-1, For large size tubes.
1981 – British Steel decision to dis- invest outside U.K, share offered to
TISCO.
CERTIFICATES
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- Tubes division has been awarded the ISO 9002 certificate since October
1994 as recognition of our excellent quality systems.
GEOGRAPHICAL LOCATION
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Jamshedpur is well connected with Railway, Transport, and
Airbase
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PRODUCTS & ITS APPLICATIONS
PLUMBING
IRRIGATION
COLD STORAGE: The cold storage industry constitutes a very
important market segment for TATA PIPES. Pipes are the lifelines
of cold storage unit.
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II. Precision Tubes: Precision tubes are extensively used in:
Automobile, power & industrial boilers,
Transformers, super heaters,
Economizers, heat exchangers,
Bicycles, automobiles
Railway electrification,
Furniture applications,
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PRODUCT PROFILE OF TATA TUBES
The “Tata Steel Tubes Division” manufactures Tubes in accordance with the
Lioyds Register and according to Central Boiler Board; we are a “well known
pipe maker” under regulation 4C (2) of the IBR Act 1950. Few tube makers in
India enjoy this self-certification status. The division has also been accredited
with the ISO 9002 Certification for confirming to high quality standards.
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PRODUCT SPECIFICATION
Steel Tube Technology opened up in India in the early 1950s with the
establishment of the Indian Tube Company Ltd. (ITC), a joint venture between
Tata Steel and Stewarts & Lloyds UK (now a part of British Steel).
After the disinvestments by British Steel, ITC merged with Tata Steel to form
the Tubes Division in 1985, which today is the leading Welded Steel Tube
Company in India with a manufacturing capacity of 200,000 tones.
STANDARD TUBES
PRECISION TUBES
Indian Standards: IS: 1914, IS: 1978, IS: 2039, IS: 3074, IS: 3601, IS: 7138,
IS: 8036, IS: 1161, IS: 4923
British Standards: BS: 980, BS: 1717, BS: 1775, BS: 3059, BS: 6323
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COMMERCIAL TUBE MILL
Reliable, long lasting and customized Precision welded tubes from Tata Steel
meet national and international standard.
Standard/Commercial tubes are manufactured from hot rolled steel, the finest
quality steel from Tata Steel’s state of art HSM plant. Used extensively in power
and industrial boilers, transformers, super heaters, economizers, heat
exchangers, automobiles and other engineering applications, precision welded
tubes are manufactured with customary TATA commitment to quality. The
manufacturing process is governed by comprehensive quality plan. Constant
quality check is carried out during the manufacturing process, both in the two
and three inch mill, with size ranges from 12.70mm OD to 76.2mm OD, with
thickness ranging from 0.91mm to 4.06mm. The manufacturing process involves
forming of hot rolled steel strips in to a tabular shape, the edges being weld
under pressure using induction heating.
The HR strip coil stock is then leveled and cut, before the ends are welded
together in the flash welder. After edge slitting, the strip is progressively bent
into tabular form. Forming takes place at an ambient temperature, with a close
control on dimensions and surface finish is maintained. Welding and sizing
follow this. The continuous tube is then straightened and cut to the required
length.
In order to identify defects both in parent material as well as the welded zone,
non destructive testing is done both online and off line this process is
particularly useful for ensuring the quality of boiler tubes. The state of the art
2inch mill has an automatic high speed cut off machine. The tubes are finally
sent to the normalizing furnace. Normalizing removes metallurgical differences
between the weld zone and the body of the tube and the effect of cold working
caused in the forming process. This restores the grain structure and there by
stress relieves the tubes. It is also necessary for achieving the desired level of
mechanical properties, such as hardness, yield and tensile strength.
Normalization is done for all boiler and cold drawn tubes. It may be done for
other tubes also if specified. Precision welded tubes are reverse engineered to
meet exact customer requirements. New products are developed to meet
changing customer needs.
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MANUFACTURING PROCESS
The process entails forming of hot rolled steel strip into tubular shape and
welding the edges under pressure, using induction heating. Since forming takes
place at ambient temperature using cold rolled strip, a very close control on
dimensions and surface finish of the tubes is possible. Pre-treated hot rolled
strip, subsequently cold rolled to close tolerances, is the feed-stock for the
manufacture of precision ERW tubes.
In the 3-inch HFIW mill, the hot rolled strips are leveled and the end cuts
square to enable end to end welding of coils to form endless lengths of strips for
maintaining the continuity of the mill. The strip edges are then trimmed to
ensure cleanest possible surface for welding. The mill proper consists of series
of forming rolls which bend the strip progressively into tubular form by centre
forming with abutting edges.
The process of tube making in the 3 inch Commercial tube mill, through quite
similar to that of the old mill, incorporates the latest technology. The superior
edge forming technique employed here has made it possible o roll tubes with
thickness/diameter ratio ranging from 1.6to10%.it has a state-of-the-art
automatic weld-temperature controller, which ensures complete consistency in
the weld quality irrespective of any minor variations in the mill speed, strip
thickness etc. its automatic high speed cut-off machine is designed to cut tubes
of at speeds of 100 meters/minute.
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COLD DRAWING
The cold-draw plant is an important complement to the ERW plant ERW tubes,
if required in non-standard sizes for specific end uses with close dimensional
tolerances and superior physical/mechanical properties, and produced by cold
drawing the pre-treated tube through a die over a plug to maintain both the
outside and the inside dimensions of the
tube to very close tolerances. A wide assortment of sizes within the general
range is possible by means of cold drawing.
PACKAGING
The tubes are packed lose as well as in bundles and as required. The tubes are
covered with polythene bags and polythene-lined Hessian bags. The following
modes of packing are generally used.
ADVANTAGES
ERW precision tubes offer many advantages, such as-
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APPLICATION
2. Transformers
3. Super heaters
4. Economizers
5. Heat exchangers
6. Bicycles
7. Automobiles
10.Air heater
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MD TATA STEEL
B. MUTHURAMAN
COO STEEL
H M NERULKAR
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COMPETITORS
It was established in 1987 as the captive unit of Atlas cycle industries Ltd.
SONEPAT pioneer of bicycle manufacturing in India. The tube rolling
capacity has been enhanced to 38000 M.T by an installation of second
tube mill in 1994. Precision steel tube from 12mm outer diameter are
produced in thickness range from 0.70mm to 3.65 mm from
automobile, bicycle, furmiture & general engineering industries
confirming to national and international quality standards. A team of
highly qualified and experienced engineers mining, controlling and
handling the operations consistently. Continuous improvement and
innovation is an unending Endeavour at atlas. Atlas is able to supply the
tubes within the shortest lead time. Atlas has its high speed slitting line,
modern tool room with C.N.C turning centre, tube recutting finishing
facilities
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market share by virtue of its brand equity, product development capacity
and proximity to the markets.
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NRB Bearing, Harsha Engineers Limited, Bundy India Limited and
Tecumseh.
East Singbhum
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13 Debuka Traders 9431110453 Mr.Sitaram Sakchi
Debuka
14 Suraj Hardware 9431187386 Mr.HR Sakchi
Chaudhary
15 Shree Hari Hardware 9334624699 Mr.Sekhar Sonari
Agrawal
16 Munna hardware 0657- Mr.ajay Telco
2283186 Kumar
17 Sona Agency 9835120407 Mr.Rajiv Mango
kumar
18 B.I hardware 9334631019 Mr.sourabh Baridih
ahuja
19 Shyam building 9934533105 Mr.shyam Sarikella
agarwal
RANCHI
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sanitary&hardware 6452339 kumar singh road harmu
ranchi
9. Jain Sanitaryware 0651- Mr.K.C.jain Gulab gul
2201268 building
H.B.road
ranchi
DUMKA
DHANBAD
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RESEARCH OBJECTIVE
To find out the factors that effects the demand for steel tubes
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SCOPE OF THE STUDY
The study is confined to 44 outlets which consist of Distributor, dealers and
retailers in Jharkhand.
The survey which we conducted in Jharkhand will certainly help out the
management to know the loopholes in their strategy.
All distributors, dealers and retailers dealing with Steel Tubes(GI PIPES)
were interviewed.
The information about competitors’ strength was gathered from all the
dealer and retailer to gain information from the competitors’ office, which
was fruitful in analyzing the demand.
1. JAMSHEDPUR
2. CHAIBASA
3. SIMDEGA
4. GIRIDIH
5. GOMIA
6. ADITYAPUR
7. RANCHI
8. RAMGARH
9. HAZARIBAGH
10.DALTONGANJ
11.DHANBAD
12.GARWAH
13.GUMLA
14.DEOGHAR
15. JHUMRITILAIYARESEARCH METHOD
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RESEARCH DESIGN
The research is of exploratory type. The research tried to find out the potential
of commercial tubes in Jharkhand, market share of leading tube manufacturers
in Jharkhand and different attributes of GI Pipes which are required/expected
from customer/user point of view.
Secondary data was mainly collected through the Internet. Data has been
extracted from the official website of Tata Steel (www.tatasteel.com).
Primary data was collected from the market place by interacting with the
Distributors, retailers and users/plumbers through the survey method. The
questionnaire used in the survey has both structured as well as
Unstructured questions.
The corresponding name and address of the distributors and retailers were
provided by the company sales office Jamshedpur. Convenience sampling has
been done to carry out the survey.
-Data collection was through Questionnaire.
- Pretesting of Questionnaire was done and the required changes were made
before the actual survey.
-Various tools, which were used, include Regression, descriptive statistics and
ANOVA using Statistical Package for Social Sciences (SPSS).
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EXPLORATORY RESEARCH: It is that type of research design
the primary objective of which is to provide insights into and
comprehension of the problem situation confronting the researcher.
• This was done by having a discussion with the project guide and
the salesperson of Tata Tubes.
.
• Information was also collected by going through the annual sales
report of Tata tubes & various journals of Tata Tubes.
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SAMPLE EXTENT: Extent refers to the geographical
boundaries under consideration.
• In our project the sample extent was the various districts
of Jamshedpur
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Secondary data: Is the data that has been collected earlier by
someone else.
It was collected after going through the annual planning report of
TATA TUBES, sales report & various journals published from TATA
TUBES.
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LIMITATIONS OF THE STUDY
All the dealers and industrial user of Jharkhand were not covered because of
constraints of time.
-The study was restricted to certain specific areas of Jharkhand which may not
seem to present the general picture of product.
-Sampling and non-sampling errors might have crept in and attempt is made to
minimize them.
-Considering the mammoth size of the market the sample size was probably
inadequate as covering each and every department, which was at geographical
disparate location, was not feasible.
-Since the topic was sensitive the industrial users were very reluctant to talk
about it.
-Since the topic was very vast and difficult it was not possible to touch each and
every aspect of the topic in a short time period.
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DATA ANALYSIS
&
INTERPRETATION
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1. ARE YOU SELLER OF TATA PIPES?
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2. MENTION MAJOR BRANDS YOU DEAL WITH EACH
CATEGORY?
1. GI PIPES
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2. PVC PIPES
PVC
OTHERS PRINCE
24% 31%
BANSAL
9% JINDAL SUPREME
8% 21%
PARAS
7%
COMMENTS:- Due to low price and considerable quality PVC pipes are
being used as substitute of commercial GI pipes. In PVC commercial pipes
segment Prince, Supreme, Jindal and Paras are some main players. In PVC
segment there are also some local manufacturers but their material quality is not
so good. Prince and Supreme cover almost 50% market share of this segment.
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3. WHICH SIZES OF TUBES DO YOU DEAL WITH?
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COMMENT: Generally 15mm, 20mm, 25mm, 32mm and 40 mm sizes are used
for plumbing purpose. Bigger sizes are used in irrigation and process purposes.
For plumbing, irrigation and process purposes above sizes of each category i.e.
heavy, medium and light are required in different ratio.
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COMMENT: customers generally prefer medium type pipes because medium
type tubes are as strong as heavy and available at low price. 60% customers uses
medium type pipes for plumbing and irrigation purpose. Heavy type pipes are
generally used in process or industrial purposes. But in some cases heavy type
pipes are also used in plumbing and irrigation purposes. Light type pipes are
also used in all three purposes but it is generally used in house for plumbing.
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FOR PLUMBING:
COMMENT: for plumbing purpose medium type GI pipes are more prefered.
70% users use medium size pipes for their house plumbing. In case of some
heavy duty plumbing purposes like public water supply system and high
pressure water line heavy type pipes are used. Light type pipes are generally
used in house plumbing in low pressure water supply line.
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FOR IRRIGATION:
COMMENT: In irrigation purpose still medium type pipes are most preferred.
50% of total requirement of GI pipes is fulfilled by the medium type GI pipes. In
long distance water supply and high pressure water supply heavy type of GI
pipes are used. In irrigation only 30% heavy type GI pipes are used. 20% light
type GI pipes are used in irrigation. Generally light type pipes are used in
personal irrigation and low pressure water supply covering short distance.
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FOR PROCESS:
COMMENT: In process like cold storages, high air pressure line, ventilation
line, air conditioning line etc. normally heavy type’s pipes are used. 40% heavy
types pipes are used in process purposes. Comparatively in low pressure and in
low duty process, medium and light type pipes are used. Light type pipes are
easy to bend, that’s why light type pipes are used in that process where bending
is required. For example parts of automobiles.
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AREA WISE CONSUMPTION OF GI PIPES AND TATA PIPES:
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4. AVAILABILITY OF TATA TUBES IN MARKET?
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5. MARKET SHARE OF DIFFERENT SIZES OF TATA PIPES?
LIGHT:
MEDIUM:
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HEAVY:
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6. WHAT ARE THE PURPOSES FOR WHICH COMMERCIAL PIPE IS
USED?
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7. HOW DO YOU COME TO KNOW ABOUT THIS BRAND?
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8. How satisfied are you with quality of different GI pipes available in
market?
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9. WHY DO PEOPLE PREFER OTHER TUBES OVER TATA PIPES?
COMMENT: Normally customers prefer to buy other brand pipe rather than
Tata pipes, because rate of Tata pipes is high. Customers don’t want to expand
more money on Tata pipes because almost same qualities of pipes are available
at lower price. 44% customers accept that due high price of Tata pipes they
don’t prefer it. 14% respondents said that limited range of product force them to
buy any other brand which has wide range of products and they are available at
any time in outlets. 25% respondents accept that customers buy only those
products which have great marketing activities. Marketing activities like
schemes, discounts, gifts etc. attract the customers.
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10. WHAT ARE YOUR AREAS OF DISSATISFACTION WITH
RESPECT TO TATA PIPES?
PRICE:
COMMENTS
About 80 % of the dealers /retailers in Jharkhand are dissatisfied with the price
of Tata pipes. Only 11% are satisfied with Tata pipes. This means that Tata
pipes price is not competitive.
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QUALITY:
COMMENTS
90% of the dealers /retailers are satisfied with Tata pipes quality. Such a high
percentage speaks for itself that Tata pipes are best quality pipes in India.
BRAND NAME:
COMMENTS
96% of the dealers /retailers agree that Tata is the biggest brand in pipes in
Jharkhand.
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TIMELY DELIVERY:
COMMENTS
Here comes the most important part of distribution system, timely delivery.70 %
dealers feel that Tata pipes delivery system in not proper. Thus Tata pipes has to
seriously look into this matter.
AVAILABILITY:
COMMENTS
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Availability which is again important factor to gain market share .About 75% of
dealers and retailers agree that Tata pipes product are not available .Again Tata
pipes has to analyze this to improvise its decreasing market share.
PROFIT MARGIN:
COMMENTS
80% of the dealers /retailers in Jharkhand are dissatisfied with Tata pipes
profit margin. Thus Profit margin offered by other brands is higher than
Tata pipes
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FOR USER AND PLUMBER
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2. Which brand of GI pipe do you use?
COMMENT: Plumbers recommend Jindal, Bansal, Surya and local brand for
plumbing purpose because retailers give incentive for recommending these
brands. Although they accept that quality of Tata pipes are excellent, customers
prefer to buy other brand rather than Tata because of higher price and
unavailability of wide range of products.
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3. Which brand of PVC pipe do you use?
PVC
OTHERS PRINCE
24% 31%
BANSAL
9% JINDAL SUPREME
8% 21%
PARAS
7%
COMMENT: In PVC segment all the major brands like Prince, Supreme, Jindal
and Paras provide almost same quality at almost same price. Customer usually
buys that brand whish has greater market penetration. In PVC segment above
brands are trying to strengthening those market where they have strong
presence. Plumbers recommend those brands which are available in the near by
market.
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4. How did you come to know about these brands?
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FINDINGS
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PVC pipes are swallowing the market of steel pipes because of its low
price
Tata pipes can increase the market share by increasing the no of
distributors.
Quality of HFIW process is superior to the quality of FM process.
Bend ability, thread quality, weld quality and zinc coating of Tata pipes
are the excellent.
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RECOMMENDATIONS
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TATA tubes should focus on all such dimensions which they do not
manufacture but are in great demand in Jamshedpur market. It
corresponds to nearly 50% of the total market.
By increasing the product portfolio and improving the order fulfillment
time, TATA tubes can increase its market share in the Jharkhand market.
Reduce order execution and delivery time so that Tata pipes would tap the
market opportunities.
In case of black tube (uncoated) proper packaging should be done
specially in rainy season, so that it would be prevented from the rusting.
The proper means of communication and an effective advertisement can
tend to increase in the sale of TATA tubes.
Some kind of incentives or discount scheme should also be provided by
the company as compare to its competitors.
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SWOT ANALYSIS
TATA PIPES
STRENGTHS:
Tata pipes are known for their superior quality. Hence the
retailer tends to recommend and sell it to the customers and
hence keep a good amount of stock.
Tata Pipes has a good brand image and hence a good brand
equity. It is a brand which sells by name. Therefore retailers do
not hesitate to stock it.
Tata Pipes distribution network is most transparent among the
steel pipes companies. Anyone can view the distribution of tata
pipes their broachers or in websites.
Tata Pipes works with its 3c’s which updates its product from
time to time.
WEAKNESSES:
The biggest weakness of Tata pipes distribution network is its
distribution monopolistic approach.
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A good number of a retailers complaint about the lack of
transparency in dealings, communication gap, not clear about the
various schemes for the retailers.
There is a clear cut lack of awareness about the latest
developments of TATA Pipes .For example: Most of the
retailers complaint about the rusting problem in steel pipes, they
know nothing about the new GI pipes of TATA, which comes
with AAJEEVAN guarantee.
The profit margin given to retailers of TATA Pipes is lower and
the retailers’ complaint about price monopoly and absence of
any sort of negotiation by the distributor.
Due to its high price middle and lower class family can’t afford
it
OPPORTUNITY:
THREATS:
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transparency in price. and offers and unavailability, lower prices
of other brands , greater margin and quick availability is a threat.
Some retailers declined to stock TATA PIPES for the similar
reasons and directly to the distributors, if brand loyal customers
ultimately refuse to switch over to other brands.
The upcoming of PVC pipes which are in great demand now a
days, and is cheap as compared to steel pipes.
Import from china – tubes and tubular components.
JINDAL PIPES
STRENGTHS:
WEAKNESSES:
OPPRTUNITIES:
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Jindal Pipes can well exploit the sense of dissatisfaction
prevalent among the retailers for the tough players to turn
the tide in favour.
THREATS:
The ad campaigns, innovation, brand image and more
transparent distribution network of other pipe companies
poses a threat to jindal pipes in future. Quality of pipes is a
major threat to it.
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TATA STEEL
TUBE DIVISION
QUESTIONNAIRE
RESPONDENT’S NAME-
……………………………………………………………………………………
INTERWIEWER’S NAME-
………………………………………………………………………………………………
START TIME-…………………………………………………..
END TIME-………………………………………………………...
DATE OF INTERVIEW:-…………………………………………..
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INTRODUCTION:-
……………………………………………………………………………………………………………
…………………………………………………
……………………………………………………………………………………………………………
………………………………………………
……………………………………………………………………………………………………………
…………………………………………………
……………………………………………………………………………………………………………
…………………………………………………
……………………………………………………………………………………………………………
…………………………………………………
FOR RETAILERS/DISTRIBUTORS
a) GI. ……………
b) PVC …………….
c) Both …………….
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3) WHICH SIZES OF TUBES DO YOU DEAL WITH?
15 15 15
………….. ………….. …………..
20 …………. 20 …………. 20 ………….
25 …….…… 25 …….…… 25 …….……
32 32 32
………….. ………….. …………..
40 40 40
………….. ………….. …………..
50 …………. 50 …………. 50 ………….
65 ... 65 …………. 65 ...
………… 80 …………
80 ………….. 80
………….. 100 …………. …………..
100 …………. 125 …………. 100 ………….
125 150 ... 125 .…………
………….. ……….. 150 ...
150 ...……….. ………..
a) PRINT MEDIA
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b) ELECTRONIC MEDIA
c) REFERENCES
d) HORDINGS
e) OTHERS
6) How satisfied are you with quality of different GI pipes available in market?
[1 = Extremely Dissatisfied, 2= Somewhat Dissatisfied, 3= Neither satisfied
nor Dissatisfied.
Extremely Extremely
Dissatisfied Satisfied
1 2 3 4 5
i. TATA PIPES 1 2 3 4 5
ii. JINDAL 1 2 3 4 5
iii. SURYA 1 2 3 4 5
iv. NEEZON 1 2 3 4 5
v. RST 1 2 3 4 5
vi. LOCAL 1 2 3 4 5
7) WHY DO PEOPLE PREFER OTHER TUBES OVER TATA PIPES?
a) COST
b) AVAILABILITY
c) QUALITY
d) MARKETING
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9) ON A SCALE OF 1 – 5 MARK THE EFFECTS OF FOLLOWING FACTORS
THAT YOU CONSIDER WHILE CHOOSING YOUR BRAND?
[NOTE: not at all important– 1, not much important – 2,
Important – 3, somewhat much important -4, Very important-5]
Factors
Price 1 2 3 4 5
Quality 1 2 3 4 5
Brand name 1 2 3 4 5
Timely delivery 1 2 3 4 5
Profit margin 1 2 3 4 5
Availability 1 2 3 4 5
12) WHAT ARE THE DIFFERENT SIZES OF TUBES THAT ARE MAXIMUM IN USE
IN FOLLOWING CATEGORY?
OTHERS
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13) What suggestions do you have for boosting the sales of TATA pipes?
THANK YOU
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QUESTIONNAIRE FOR CONSUMERS
Respondent’s name:
Mobile/phone no.:
Address:
Occupation:
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5. How satisfied are you with quality of different GI pipes available in
market?
[1 = Extremely Dissatisfied, 2= Somewhat Dissatisfied, 3= Neither satisfied
Extremely Extremely
Dissatisfied Satisfied
1 2 3 4 5
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7. Do you have any problems with your brand of pipe?
a) Yes
b) No
If yes, then please specify your problems?
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THANK YOU
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BIBLIOGRAPHY
Websites : www.tatatubes.net
www.tatasteel.com
www.google.com
www.tiindia.com
www.indianinfoline.com
www.tube.net.com