COMPANY INTRODUCTION

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Deccan Mechanical And Chemical Industries Company Profile:

Deccan Mechanical and Chemical Industries Pvt. Ltd ( DEMECH) is Rs. 100 crore group company having started in 1969 as a turnkey contractor, today the DEMECH group is a market leader in the field of Engineering products and services including ash handling systems, material handling equipments, wear and abrasion resistant products, industrial coatings and floorings, spirally welded steel pipes, industry safety footwear etc. Committed to excellence in all it does, DEMECH continues to remain a fast-moving organization partner in the ever changing and challenging domestic and global scenario, under the leadership of its founder and owner MR. K.R. Natu. We at DEMECH, strive to increase customer satisfaction by continuously improving the quality of our products and services with a dedicated team. All the activities of the company are managed through different verticals that undertake responsibility for each activity from concept to commissioning. Committed to meet all statutory, regulatory, safety, and environmental requirements, we dedicate ourselves to achieving excellence in all spheres of activity and seek to improve our Costeffectiveness, Growth and profitability.

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Mission
Our mission is to continuously develop and deliver innovative solutions to our customers through use of advanced technology, remain completely focused and flexible in our pursuit to outperform ourselves and our peers, and build long term relationships with client through superior custom service, quality and commitment.

Vision
DEMECH group firmly believes in its strength in the core sector and affirms its commitment to provide quality products and impeccable service.

Quality Policy
We at DEMECH strive to increase customer satisfaction by continuously improving the quality of our products and services with complete participation of our people. We are committed to meeting all applicable statutory, regulatory, safety, and environmental requirements. We dedicate ourselves to achieving excellence in all spheres of activity and in doing so; we seek to improve our Cost-effectiveness, Growth and Profitability.

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OUR COMPANY | MILESTONE

Inception as turnkey contractor

As a start, DEMECH successfully executed Refurbishment of old Alumina extraction plant at Baroda and commissioned contracts for the Nuclear Fuel Complex at Hyderabad to commission an Old Russian zirconium alloy extrusion plant and soon thereafter erection and commission of a stainless steel tube extrusion plant of 3000 Ton capacity

Starting of fabrication shop in the Pimpri Chinchwad Industrial area, Deccan Mechanical and Chemical Industries was born

DEMECH starts manufacturing of sugar machinery for the booming sugar industry in Maharashtra

DEMECH looks overseas, DEMECH overseas Construction P. Ltd is floated, and first order is steam piping work for a textile mill in Tripoli in Libya.

Order from Kenana Sugar plant in Sudan for complete erection and maintenance of one of the largest sugar plants in the world

DEMECH executed over a dozen projects in Sudan, Libya, Somalia, Uganda, Kenya, Zimbabwe, Saudi Arabia, Oman, Sharjah

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DEMECH ties up with Babcock Hydro pneumatics UK., for hydraulic ash handling systems and later with Rolls-Royce

DEMECH installed several ash handling systems for prestigious projects like Chandrapur, NTPC Vindyachal, North Chennai, Taichung power to name a few. DEMECH opens office in UK and floats DEMECH Contractors Limited. DEMECH ties up with Redler ltd of UK for manufacture of scraper chain and mixer conveyors, bucket elevators.

DEMECH starts indigenous manufacture of cast basalt pipes and becomes the first company in India to process this technology DEMECH develops another wear resistant lining material called High alumina ceramic and later adds more products in the wear resistance range like chromium carbide liners, ceracoat etc.

DEMECH bags Rs. 45 crore orders from TNEB for ash handling plant with a 42 km basalt pipeline

DEMECH ties up with Felpro USA to float DEMECH Chemical for the manufacture of epoxy based maintenance products, which later diversifies into coating, floorings and other products DEMECH builds its corporate house in city

New company is floated called Arvind Footwear to strengthen its position as a leading industrial foot wear supplier.

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DEMECH sets up new plant in baramati to manufacture spiral welded steel pipes DEMECH is the first Indian company to bag independent order from Taichug power plant, Taiwan

DEMECH has two plants in baramati, two plants in pune, one in Ahmedagar, its head office and corporate offices in pune, branch offices in Mumbai and Chennai

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Products Range Material Handling Equipment BULK MATERIAL HANDLING

EN MASSE CONVEYOR
En Masse conveyor is a material handling equipment to convey the material for medium amd shorter distance by dragging the material with the help of chain link assembly. The constructional feature comprises of conveyor in three segments. They are drive end casing segment, Tension end casing segment and intermediate casing segment.

SCREW CONVEYOR
A screw conveyor is a material handling equipment to convey the material for shorter distance by shear and tumbling effect. Constructional feature comprises of stationary housing of U or circular trough with a rotating screw shaft with a Helix shaped flight mounted on it. Flight normally will have hard facing on the leading side on the periphery of helix. Shaft is generally supported at end on bearing to take up radial and thrust load. Drive coupled directly or through transmission chain sprocket arrangement, which transmits from motor to screw shaft. Equipment is used for conveying granular to fine powder, dry to hygroscopic products.

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WET SCRAPPER CONVEYOR

Wet Scrapper also knows as submerged scrapper conveyor largely used in sponge iron plant and power plant to collect the dust at elevated temperature. Construction is more or less identical to chain conveyor filled with water, however differs in tail end and drive end. Both the ends are at inclined position normally restricted to 30 degree inclination. Wet scrapper will always have double strand construction with low linear speed as theses are usually used for highly abrasive material at elevated temperature ( up to 900 Degree Centigrade ). In sponge iron plants of capacity 200 TPD and below the dust will be passed through dust cooling tower and then dust settling chamber. Wet Scrapper are installed below this DCT and DSC. Where as in power plant below the boiler to collect the unburnt ash, the wet scrapper/SCC are installed.

PADDLE MIXER
It is a type of mixer which also conveys the material combining both functions of mixing and conveying in a single machine. Homogeneous mixtures of multiple granular/ powdery materials & liquids are possible. Replaceable paddles or wear resistant paddles can be provided for special applications. Various capacity ranges are available in M.S. and S.S. construction.

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AIR SLIDE CONVEYOR

Air Slide or Air Assisted Conveyor find wide spread use in Cement Plants, Power Stations, Steel Plants and other industries for handling of powdery materials. They are particularly suitable for Material Handling below ESP Hoppers and inside silos. A single conveyor can collect powdery material from multiple hoppers. Sizes from 150 mm to 1.0 meter are available.

COAL FEEDERS
DEMECH is the leading manufacturers of coal feeders. Coal feeders are used in coal fired Boiler for (1) Feeding coal lumps to pulverizing fuel mill and (2) Crushed Coal of size -6mm from storage bunker to Boiler furnace. Each bunker has a coal feeder to feed & remove the mills and discharges the raw coal to the mills, where it is pulverized before being blown into the furnaces. The feeder discharge rate modulates in accordance with the demand signal from the boiler control system.

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BUCKET ELEVATOR
Bucket elevator is a material handling equipment required to convey the material in vertical direction. Basically are employed convey the fine powder to lump size particle. Normally size varies from 500 micron to 30 mm. Conveying buckets are mounted either on belt or chain as per material character. Conveyor speed is selected based on the type of discharge. Drive platform is provided at the top near drive end casing. For maintenance purpose an inspection window is provided at the boot section of bucket elevator.

SWAN NECK ELEVATOR

This is a combination of chain conveyor and Elevator. The shape of conveyor resembles a swan neck and can lift materials up to 90 degree inclination. Requires minimum supporting structure. U flights are used for En-masse conveying of material. Material moves in any direction horizontal, vertical, inclined at any angle and minimizes transfer points. It is designed to suit one or more feed discharge points. Operation is dustless and explosion hazards are minimized.

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DERROPORT
Derroports have been very conveniently used for handling Cement, Sand, Wheat flour and other powdery materials in various industries.

CONVEYOR COMPONENTS
SPECIAL CHAINS
Forged alloy steel chains and sprockets with special heat treatment for the abrasive and Heavy duty applications are available ex-stock as specified below:

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SPROCKETS

Material: Rim C45 / EN 353, Hub: IS 2062 Operative areas of tooth Surfaces are hardened to HRC 55 to 60 Sprockets can be tailor made to suit the application. Split type construction, easy to replace during maintenance.

TRAILING WHEELS

Material: Rim C45 / EN 353, Hub: IS 2062 Operative areas of tooth Surfaces are hardened to HRC 55 to 60 Sprockets can be tailor made to suit the application. Split type construction, easy to replace during maintenance.

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APPLICATION AREA
Chemical Industries
Stable Bleaching Powder (Complete system design) Soda Ash Pure Ptheothelic acid (PTA) Industry, Bleaching Powder Industry)

Cement Industries
Raw Meal Clinker Ground Clinker Coal Cement

Steel Industries
Sinter Sponge Iron Co-generation plant Ash Disposal Plant onwards)

Power Industries
Coal Feeders Fly Ash Handling Biomass Fuel Feeders

Food Industries
Soya bean cake and seeds (Edible oil industry) De-oiled cakes (Edible oil industry) Solvent extraction System (Edible oil industry)

Minerals & Ore

Copper Ore

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CLIENTS | MATERIAL HANDLING SYSTEM

Material Handling Systems Sr. No. Client Name
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 ACC Babcock Ltd. Indian Cement Ltd Kota Thermal Project Malabar Cements Ltd Chettinad Cement Corp GEC India Limited Kalyanpur Cement Orient Engineers Bombay Dyeing & Mfg. Co. Alfa Laval , Pune Tata Iron & Steel Company Ltd. Nova Iron & Steel Ltd Bharat Heavy Electrical Limited Voltas Ltd Rajashree Cement

Sr. No. Client Name

21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 Sterlite Industries Bombay Chemicals Larsen & Toubro Ltd Macawber Beekay Ltd Lurgi India Co.Ltd Thermax Limited Tyazhprom India Ltd. Rourkela Steel Plant ABB Alstom Power (I) Ltd Krupp Industries India Ltd Kesoram Cement FFE Minerals India Pvt Ltd Tamil Nadu News Print & Papers Ltd. Bhushan Limited Hindustan Zinc Limited

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16 17 18 19 20

Nestle India Ltd Narmada Cement Co.Ltd. Grasim Industries Ltd Associated Cement Companies Ltd Thermax B & W Ltd

36 37 38

Jaypee Rewa Plant SAIL, Bokaro Steel Plant Vishakhapatnam Steel Plant

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GLOBAL NETWORK Australia Greenbank Terorech Pty. Ltd. Mr. Mark Langbridge / Ms. Joanne Fordham

Thailand Loyal Contract Ltd. Mr. Santrek (Sant) Oulapathorn/ Mrs. Amara

Korea S. K. International Mr. H. J. DO

Phillipines Pertma Corporation

Kuwait Al Muhaya Gen Trading & Cont. Co. W.L.L Mr. Sanjeev K. Sharma

Vietnam Ngoclinh Co. Ltd. Mr. Nguyen Thanh Son / Ms. Ngugen Quynh Hoa

Taiwan Cheer Long Technology Corp.

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Competitors

Sr.No
01

Company Name
Hyquip Equipment Pvt. Ltd

State / City
Hyderabad

02

Bevecon Weyers Pvt. Ltd.

Hyderabad

03

Mahindra Conveyor System Pvt. Ltd

Pune

04

Enviro India Bulk Material Handling Pvt. Ltd. Redler India Pvt. Ltd. Rud Equipment Pvt. Ltd Methods Engineering Pvt. Ltd.

Pune

05 06 07

Banglore Mumbai Chennai

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Order Taking process

1) Old establishment/entitle in vendor list:

In this type of order processing the company contact with old/exiting customer for take the enquiry for new products requirement and requirement of same products for expansion of business.

2) Tender Document/Enquiry:
Enquiry generated by tender publishes in newspaper by the private company and Government Company. The tender enquiry is mainly generated by the government companies.

3) Cold Call/ Direct Marketing:

The companies contact the customer without any intimation directly door to door approach.

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Flow chart
Receiving enquiry (From vendor list, tender enquiry, cold call)

Design process (Preparing a drawing according to customer specification)

Estimation (Preparation of budget, cost, technical feasibility)

Proposal (Prepare a overall plan about enquiry)

Submission of proposal (Through email, courier, post)

Technical evaluation (Make the entire competitor at one level)

Technical Decision (Analysis of material requirement in production i.e. raw material, gearing, etc.)

Revise Price (According to technical decision)

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Price negotiation

L1 business (According to price of company) (Government Tender)

Price Negotiation (Accordable Negotiation) (Private customer)

Reverse Option/Online auction (new technique) (Customer put the price according the company budget put online and take the lowest price)

Follow up purchasing order (Payment term delivery, submission of drawing)

Commercial term finalize

Purchase order booking (From customer)

General agreement drawing (GA) (By design department)

Submit to the customer

GA approval/technical checking (By customer design and project department)

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ALL INDIA BRANCHES Head Office 78, Bhosari Industrial Estate Pune-411026,India E-mail : corporate@demechchemical.com

Baramati Works

Plot No. D-50, MIDC, Bhigwan Road, Baramati 413 133 INDIA. Email: works@demechchemical.com43280,

MUMBAI OFFICE

3rd floor , Dhiraj Chambers 9, Haraimal Somani Marg. Mumbai - 400001, India
Email : afplmkt@vsnl.com CHENNAI OFFICE

Flat No. 4 ,7th floor, A-Wing Parsn Manere , 602, Mount Road CHENNAI - 600006, India E-mail : demech@md3.vsnl.net.in

KOLKATTA OFFICE

Deccan Mechanical and Chemcial Industries Pvt.Ltd. F - 317,Sector - 1, Salt Lake City Kolkata - 700 091 E-Mail :- kolkata@demechindia.com

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OBJECTIVES AND SCOPES

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Objective of Project
To identify target customer of material handling equipment which are mainly use in all manufacturing industries? To estimate the market potential for the material handling equipment to be used in handling of material in manufacturing industry.

Scope of Project
The scope of study was limited to Pune region. The study done at Deccan Mechanical and Chemical Pvt. Ltd. Pune with exiting customer and potential customer to find the Market Potential for the Material Handling Equipment manufacturing firm.

Need of the research

Marketing information is crucial to effective marketing management often the extent of marketing excellence achieved by a firm bears a direct relationship to the way it manage marketing information. Different department executive can use marketing information at different times and for different purpose. It is important to increase the customer awareness in order to increase the consumption level and also to create brand image in the market so the research activity also help to create customer awareness for material handling equipment.

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Hypothesis
No. of peoples aware about company Pune market is great opportunity for material handling equipment Acceptability of material handling equipment is very high in pune region Competitors of Deccan Mechanical and Chemical in the current market.

Limitation
Every project has a limitations and it is wise to point them out instead of glossing over them. Earnest efforts were made to extract true information. This summary conducted has certain limitations such as. This research has been carried out on the basis of web information and practical experience shared by the actual users and administrators in company. Some of the data is taken from web which is not completed. Since time of study is less it may have some flaws. Research is done only in Pune Region. The study work is done for limited period, the information is true as per the date only.

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RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY

DEFINITION
The American marketing association (AMA) has defined marketing research as follows: Marketing research is the function that links the consumer, customer, and public to the marketer through information - information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the methods for collecting information, manages and implements the data collection process, analyzes, and communicates the findings and their implications."

RESEARCH DESIGN Research design is the plan, structure and strategy of investigation conceived so as to obtain answer to research question and to control variance. The definition consists of three important terms plan, structure and strategy. The plan is an outline of the research scheme on which the researcher is to work. The structure of the research is a more specific outline or the scheme and the strategy shows how the research will be carried out, specifying the method to be used in the collection and analysis of data.

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TYPES OF RESEARCH DESIGN

Research designs have been classified by various authors in different ways. Different types of research design have emerged on account of the different perspective from which a research study can be viewed. However, a frequently used classification system is to group research designs under three broad categories. 1. Exploratory 2. Descriptive 3. Causal
1) EXPLORATORY

In case of exploratory research, the focus is on discovery of ideas. An exploratory research is generally based on the secondary data that are readily available. It does not have a formal and rigid design as the researcher may have to change his focus or direction, depending on availability of new ideas and relationship among variables. An exploratory study is generally is in nature of a preliminary investigation wherein the researcher himself is not sufficiently knowledgeable and is, therefore, unable to frame detailed research question.
2) DESCRIPTIVE

Descriptive studies are undertaken in many circumstances. When the researcher is interested in knowing the characteristic of certain group such as age, sex, educational level, occupation or income a descriptive study may be necessary. Other cases when he is interested in knowing the proportion of people in a given population who have behaved in a particular manner, making

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projection of certain thing. Descriptive studies are well structured; approach cannot be changed every now a
3) CAUSAL

As the name implies a causal design investigate the cause and effect relationship between two or more variables. The design of causal research is based on reasoning along well tested line. The method of agreement states that when two or more cases of a given phenomenon have one and only one condition in common, then that condition may be regarded as the cause or effect of the phenomenon. Research Designs used for this project:

Exploratory Research : -

Exploratory Research includes surveys and fact findings enquiries of different kinds. The basic

reason for carrying out exploratory research is to identify the cause of something that is happening. For This instance, research was used in order to find whether it is feasible to start with a new product like material handling equipment and it was done by meeting with the existing manufacturers. With this survey it is clear the kind of the machinery which will be required, number of labours, capital required.

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LITERATURE REVIEW

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MATERIAL HANDLING EQUIPMENT INDUSTRY IN INDIA

June 2010

Report by the Indo-Italian Chamber of Commerce & Industry

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Introduction
According to Construction World update, it has been projected that the present 1.6 billion construction equipment industry in India is expected to touch about 10.3 billion. While the current size is just a fraction of the world market, it has been growing between 10-15 % compared to the global growth of around 5%. India is one among the top 10 markets for construction equipment and is one of the key international markets. The prospects of the construction equipment industry look attractive with a projected investment of 212.5 billion in the infrastructure sector over the next few years. The Indian market is catered by about 200 domestic manufacturers (small, medium & large). Material Handling Equipments Sector The demand of construction and material equipment is correlated with the growth of Infrastructure sector. India still needs to develop it in a big way. There is substantial scope for the growth of the infrastructure sector viz., Roads, Steel, Coal, Cement, Power etc. The continuing investments in these sectors will support demand of these products. Also, with increased need of mechanisation and shrinking timelines of infrastructures projects, the demand for equipments should see a definitive upward trend. The demand is largely from F&B, retail and automobile sectors. Palletisation and containerisation are also expected to increase demand. Although, it may be worthwhile to note that the global recession and slowdown in India as well as the rise in input prices may act as major threat to this sector. Market Size and Segmentation The present market size is estimated to be around 300 million. The table below explains the different material handling equipment and their market share. The material handling equipment is dominated by cranes and forklifts. Pick and carry cranes is the largest segment with 27 % share of the material handling equipment market. Slew cranes, crawler cranes and tower cranes together account for another 24 percent. Forklifts have 12 percent share. Material Handling Equipment Market Share/Total Market Size ~ 300 million Pick-n-Carry Cranes Forklifts Slew Cranes Crawler Cranes Tower Cranes Others 27% 12% 11% 8% 5% 37%

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Key Material Handling Equipments Statistics 2006-2007 Exports Quantity Export Value Imports Quantity Imports Value Sales Value Market Size ( Value) Domestic Consumption (Value)

3,885 units 15.27 million 1.8 billion 136 million 214 million 350 million 335 million

OPPORTUNITIES IN THE SECTOR: MANUFACTURING SECTOR INVESTMENT

The index of industrial production has displayed healthy growth trend. Indias industrial GDP has grown at a CAGR of 12.6 % over the last five years. The industrial sector is a primary demand driver for material handling equipment. Steel: Steel majors in India have undertaken large capacity expansion projects with an expected outlay of 10.22 billon. The industry is estimated to grow at 9-10 % over the next 5 years. The production and consumption have experienced steady growth over the period considered. Power: Investment to the tune of about 64 billon is expected in Indias power sector in the next 10 years, for adding generation capacity. The installed capacity in India is projected to grow to 212,000 MW by 2012 as against current level of 115,000 MW. This translates to a growth of 86 % over a period of 7 years, or a CAGR of 9.3 %. Refineries: Indias refining throughput as also oil consumption is expected to chart out a steady growth path. It is expected to reach approximately 187 million tonnes by 2010. The estimated throughput growth is at 10 % over 2006-10. Engineering /Automobiles /Food & Beverages: An estimated 45.14 billion is projected for capital investment for the engineering industry in India, over key manufacturing sectors such as automobiles and food & beverages. In turn, this would drive demand for material handling equipment in the new capacities coming up.
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Diesel forklifts find particular application in the automobile industry which has been growing at close to 15 %. The total automobile production is set to cross 10 million units. Estimated CAGR for key segments is 15-18 % with an overall outlook for the future pegged at 16 %. LPG forklifts find particular application in food & beverages industry. Led by processed foods, wine, ice cream and edible oil, the 53.12 billion food and beverages industry registered an 8.5 % growth during the 2005-06 fiscal.

Retail: Exponential growth and emerging competition in organized retail in India is expected to drive the organized logistics and warehousing industries. Indias organized chain store retail is at the inflection point. The estimated potential market size is 39.83 billion by 2015 implying a CAGR of 32 % over next 10 years. This would drive the construction of new stores, in turn leading to demand for construction equipment.

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 APPROACHES TO RESEARCH There are two basic approaches to research 1. Quantitative approach 2. Qualitative approach
1) QUANTITATIVE APPROACH

Quantitative research is based on the measurement of quantity or amount. It is applicable to the phenomenon that can be expressed in terms of quantity. The former involves the generation of data in a quantitative form which can be subjected to rigorous quantitative analysis in a formal and rigid fashion.
2) QUALITATIVE APPROACH

Qualitative approach to research is concerned is concerned with subjective assessment of attitudes, opinion and behavior. Research in such a situation is a function of researchers insight and impression. Generally the techniques of focus group interviews, projective technique and depth interview is used. Approach used for this project:In this project qualitative approach has been used. The target was to contact the respondents, and gather the information about material handling equipment. The survey is concerned with the subjective assessment of attitude, opinion of the people about material handling equipment

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PROCESS OF RESEARCH

PROBLEM IDENTIFICATION

RESEARCH DESIGN

DEFINE RESEARCH OBJECTIVES PRIMARY DATA SOURCES OF DATA

DATA COLLECTION

SECONDARY DATA

DATA ANALYSIS AND INTERPRETATION

FINDINGS

SUGGESTIONS AND RECOMENDATIONS

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DATA COLLECTION

DEFINITION
Data collection is the heart of all marketing research. It is an elaborate process through which the researcher makes a planned search for all relevant data and gathers the entire data required for the assignment.

Data is the raw material with which the researcher functions. We therefore need to discuss the subject in detail: TYPES OF DATA

1) Primary data

2) Secondary Data

PRIMARY DATA It is the raw data collected from a source which has not been subjected to processing or any other manipulation. The data that is gathered for the first time by the researcher is known as primary data.

SECONDRY DATA Secondary data is data collected by someone other than the user. Common sources of secondary data for social science include censuses, surveys, organizational records and data collected through qualitative methodologies or qualitative research.

The researcher must thoroughly search secondary data sources before commissioning any efforts for collecting primary data. There are many advantages in searching for and analyzing secondary data before attempting the collection of primary data .in some cases the secondary data may itself

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be sufficient to solve the problem. Usually the cost of collecting the secondary data is much lower than the cost of organization of primary data. Moreover the secondary data has several supplementary uses. It also helps to plan the collection of primary data, in case it becomes necessary. COLLECTION OF PRIMART DATA: Primary data is collected directly from the field. Primary data is gathered by the means of interviewing the respondents with the use of questionnaire that the researcher prepared. Survey is the research approach using this research project. Surveys are the best source of descriptive research. Questionnaire is the most popular and useful method for surveying. It helps in collecting the information from the framed question, to get maximum necessary data required for the research.

Collection of primary data for this project:The research instrument chosen was a questionnaire for the collecting the primary data. There were two different types of questionnaire. One Questionnaire contained 21 questions which included open and close ended questions. The questions are subjective and objective in nature. Thus, the questions helped in various ways.

COLLECTION OF SECONDRY DATA: Secondary data is mainly collected from company records, marketing personnel, business magazines, brochures and of course internet.

Collection of secondary data for this project:-

The secondary data was readily available from internet, company brochures. The data was
then categorized into various groups. For this, editing was done to assure that the data was accurate, consistent with other facts gathered.

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DATA COLLECTION TECHNIQUES

There are several ways of collecting the appropriate data which differ considerably in context of money costs, time and other resources at the disposal of the researcher Primary data can be collected either through experiment or through survey. In case of survey, data can be collected by any one or more of the following ways.

1) OSERVATION The method implies the collection of information by way of investigators own observation, without interviewing the respondent.

2) PERSONAL INTERVIEW The investigator follows a rigid procedure and seeks answer to a set of pre-conceived question through personal interview. This method of collecting data is usually carried out in a structured way where output depends upon the ability of the interviewer to a large extent.

3) TELEPHONIC INTERVIEW This method of collecting information involves contacting the respondent on telephone itself.

4) BY MAILING THE QUESTIONNAIRE The researcher and the respondent do come in contact with each other if this method of survey is adopted. Questionnaires are mailed to the respondent with a request to return after completing the same.

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5) THROUGH SCHEDULES Under this method the enumerators are appointed and given training. They are provided with schedule containing relevant question. This enumerator goes to the respondent with these schedules.

Data collection techniques used for this Project:1) OBSERVATION 3) TELEPHONIC INTERVIEW 4) BY MAILING THE QUESTIONNAIRE

SAMPLING PLAN Definition of sampling:-the process of selecting some elements from a population to represent the population.

Population element:-The individual participants or object on which the measurement is taken.

Population:-All elements about which we wish to make some inferences. . ------Marketing research by Donald R. Cooper and Pamela S.Schindler SAMPLING UNIT Sampling unit may be a geographical one such as state district, village etc. or a construction unit such as house, flat etc., or it may be a social unit such as family, club, school etc., or it may be an individual

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Sampling unit used for this project:Sampling unit is the existing customers of material handling equipment and the existing manufactures of material handling equipment in Pune market.

SAMPLE SIZE Sample size refers to the number of items to be selected from the universe to constitute a sample. The size sample should neither be excessively large, nor too small. It should be optimum. Sensor size used for this project:Total No. of existing users = 5

SAMPLING TECHQUINES Probability or random samples: - Random is a mathematical term, random means that every element in the total population an equal chance or probability of being chosen for the sample and that each of these elements is independent of other. Non-probability or purposive samples:-Are those samples which are based on the choice of the researchers (accidental sampling, quota sampling, convenience sampling).

Types of Probability sampling: Sample random sampling Stratified random sampling Systematic sampling Cluster sampling Multi-phase sampling Sampling with varying probability
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 Replicated sampling Area sampling

Types of Non-probability sampling [judgmental sampling]: Purposive sampling Quota sampling Replicated sampling Snow-ball Sampling Convenience Sampling

Sampling method used for this project:Convenience sampling method is used for the research.

DRAFTING OF THE QUESTIONNAIRE While Drafting a questionnaire for the research the following points were taken into consideration:1. The main aim of the study feasibility of material handling equipment in the market. 2. To know the consumer response to the demand of material handling equipment 3. To know about the different competitors and there pricing structure in Pune market. 4. To collect the information about the exiting problem in the material handling equipment so that the problem can be resolved when the company launches this product.

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 LAYOUT OF THE QUESTIONNAIRE:-The Layout of the questionnaire was based on the following model. Layout of questionnaire
INFORMATION NEEDED METHOD OF DATA COLLECTION SAMPLING METHOD AND SAMPLING SIZE

QUESTIONAIRE LAYOUT AND DESIGN DECIDE ON CONTENT OF EACH QUESTION DECIDE ON TYPE OF QUESTIONS DECIDE ON WORKING OF QUESTIONS DECIDE ON SEQUESCE OF QUESTIONS DECIDE ON LOGICAL LAYOUT OF QUESTIONS DECIDE ON PRETESTING OF QUESTIONAIRE

FINAL TEST OF REVISED QUESTIONAIR

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RESEARCH DETAILS

Research Details

Sr.No. 1 2 3 4 5 6 7

Tools Used Research design Research application Research instrument Type of questions Sensor size Sampling method Sampling unit

Method Employed Quantitative Pune, PCMC Structured and Unstructured questionnaire Open and close ended 5 samples Convenience (Non-probability) Purchase Managers, Project Manager.

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COMPANY AND COMPETITIORS ANALYSIS

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COMPANY GROWTH RATE

turn over (in cr.)

140 120 120 100 80 60 60 40 20 0 2007-2008 2008-2009 2009-2010 2010-2011 2011-2012 2012-2013 30 35 76 turn over (in cr.) 90

In 2012-2013 the company expects the turnover of Rs. 120 cr.

The figure shown the last 5 years turnover where the company continuously increases their turnover after the rescission period from 2007-2009 where the company total turnover Rs 30-35 Cr. After the rescission period the company should quick recover in the 2009-2010 where the turnover is Rs 60 Cr. The companys turnover almost double from the rescission period 20072009.

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Sales in Precentage
2008-2009, 16.66

2012-2013, 33.33

2008-2009 2009-2010

2011-2012, 18.42 2009-2010, 71.42 2010-2011, 26.66

2010-2011 2011-2012 2012-2013

The figure showed the increase in percentage sale in last 5 years. In 2008-2009 where the sale is increase by 16.66 % In 2009-2010 the sales are increase by 75.42% In 2010-2011 the sales increase by 26.66% In 2011-2012 the sale increase by 18.42% In 2012-2013 expect increase in sale 33.33% The figure shown that in the year 2009-2010 the company sales was increase by 71.42 % as compare to pervious and next years. In the year 2010-2011 where the company turnover Rs. 76 Cr. Where the sales increase by26.66% and in the year 2011-2012 the turnover is Rs. 90 Cr. Where the sales increase by 18.42%. The company growth rate was less in 2011-2012 as compare in the year 2010-20011.

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Market Share of DEMECH

2004 onward, 30 1968-1992, 70 1968-1992 1992-2004, 50 1992-2004 2004 onward

The figure showed the market share from 1968 to present year. The market share was decrease 70% in 1968 and in the present year where the markets share of company only 30%.

The reasons of decreases the markets share of company is increase the competitors after year 1992.

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COMPETITORS ANALYSIS

Competitors Analysis
Rud, 5 others, 5 DEMECH Hyquip Redler, 15 Enviro , 10 Hyquip, 10 Mahindra, 15 Bevecon, 10 DEMECH, 30 Bevecon Mahindra Enviro Redler Rud others

The figure showed the present market share of different players, where all the competitors are having almost equal market share. There are also many small competitors present in the market who have share only 5% of market share.

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Competitors according to different products category

Products En mass conveyor Screw conveyor Wet scrapper conveyor Paddle mixer Air slide conveyor Coal feeders Bucket elevators Swan neck elevator Derroport Conveyor components Special chain Sprockets Trailing wheels Hyquip Yes Yes Yes Yes No Yes Yes Yes No Yes Yes Yes Bevecon Yes Yes Yes Yes No Yes Yes Yes No Yes Yes Yes

Competitors Mahindra Enviro Yes Yes Yes Yes Yes Yes Yes Yes No No Yes Yes Yes Yes Yes Yes No No Yes Yes Yes Yes Yes Yes

redler Yes Yes Yes Yes No Yes Yes Yes No Yes Yes Yes

Rud Yes Yes Yes Yes No Yes Yes Yes No Yes Yes Yes

DEMECH have great opportunity to acquire the maximum market share in Air Slide Conveyor and Derroport. No competitors present in current market for Air Slide Conveyor and Derroport.

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Marketing Research
Right Position: at this stage the communication has to be more of relative natural. This implies that the message conveyed to the target must be effective enough in differentiating the machine offering from that of its competitors without even naming them. The core purpose is to inform the target customer about the offering of the machine, persuade them to have machine and remind them about the service offered. The material handling equipment developers can create awareness about the offering amount the target customer through dealers in an effective ways.

Effective Communication: various communication tools available to the machine developer for this purpose may include adverting buzz marketing use of print media press release and viral marketing. Once the message is being conveyed through these channels the machine developers must add a personal touch to this by carrying out a door to door comprise in order to reinforce the message.

Supply Chain Network: innovative solution like performance management frequent sale, operation management demand planning, inventory planning, production planning, planning lean system and staff should help material handling equipment sales person and dealers to get advantages over competitors.

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Marketing Trends

Growth rate of material handling equipment industry and competition is very strong. This growth is fuelled by the change in the workforce that are causing working to consume more in manufacturing process and this expected to increase by 53% by coming next few years.

Market Analysis (SWOT)

Strength: strong relation with manufactures and dealers excellent product line, by good management team. Weakness: lack brand recognition previous big market players excellent products line. Opportunity: no much effect of recessionary effect as it is material handling equipment industry which is basic necessity. Indian market is a nascent stage. Threats: heavy equipment cost, high capital coast.

Customer preference point

Price Convenience New Technology

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Competition Sustain Point

Price Return of Investment Reliability Customer service Niche Marketing

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DATA ANALYSIS

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DATA ANALYSIS
After data collection, processing of data was carried out in which editing; coding, classification and tabulation were the processing operations. Then analysis of processed data was carried out in the form of Bar Graphs, Pie-Charts in order to arrive at results, conclusion and suggestions.

Q1) How long you are associated with DEMECH?

Years
40 30 20 10 0 ESSAR STEEL THERMAX (POWER DIVISION) THERMAX (ENVIRO DIVISION) Years THYSSEN KRUPP BHUSHAN STEEL 16 Years 30 20 22 35

Q2) How would you rate our products on their usefulness?

Respondent Thyssen Krupp Thermax (Enviro Division) Thermax (Power Division) Bhushan Steel Essar Steel

Very Useful

Useful

Less Useful

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Q3) what is your perception about our pricing policy?

Respondent Thyssen Krupp Thermax (Enviro Division) Thermax (Power Division) Bhushan Steel Essar Steel

Costly

Reasonable

Cheaper

Q4) from whom you get relevant information about our company and products

Information Source
5 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Magazine Internet Yello Pages Others 1 2 Information Source 3

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Q5) Does DEMECH is always completing your customized requirements within scheduled time?

Scheduled Time
3 3 2 1 0 0 0 Scheduled Time 2

Q6) From where you prefer after sales services?

Respondent Thyssen Krupp Thermax (Enviro Division) Thermax (Power Division) Bhushan Steel Essar Steel

In Bond DEMECH

Out Bond Others

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Q7) is there any parameter or standard method prepared by you for measurement of quality standard. If yes please describe?

According to Indian Standard (IS) and ISO 9001-2008

Q8) when your requirement is specific and customized how you communicate and convince with DEMECH?

By meeting and Site Visit

Q9) what category of products you purchase from DEMECH?

products
Special Chain Comveyor, 5 Derropor t, 2 En Mass Conveyor, 3 Screw Conveyor, 4 En Mass Conveyor Screw Conveyor Wet Scrapper Paddle mixer Coal Feders Coal Feders, 3 Swan Neck Elevator, 3 Bucket Elevators, 1 Paddle mixer, 2 Bucket Elevators Swan Neck Elevator Derroport Special Chain Comveyor Wet Scrapper , 3

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Q10) Compare our products performance in different area? Gives ranking between 01 poor, 02 average, 03 good, 04 excellent Products En mass conveyor Screw conveyor Wet scrapper conveyor Paddle mixer Air slide conveyor Coal feeders Bucket elevators Swan neck elevator Derroport Conveyor components Special chain Sprockets Trailing wheels NO. of Users 03 04 04 03 02 03 01 03 01 05 Poor Average Good 01 01 02 01 01 03 01 02 03 Excellent 03 03 03 01 01 03

Q11) How often you replace the material handling equipments? It is a capital investment hence all the companies replace material handling equipment after 10 years or above.

Q12) what is your budget for material handling equipment out of total budget?

Budget
4 3 2 1 0 Less Than 10% 10% 20% Budget 30% More Than Budget

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Q13) is your company comes with any new projects in Pune or other area?

Respondent Essar Steel Thermax (Power Division ) Thermax (Enviro Division ) Thyssen Krupp Bhushan Steel

Yes

No -

Detail Under Commissioned Under Finalization Siddhi Cement Under Commissioned

Place Hazira (odissa) Rajasthan -

Q14) Do you prefer to use others companies material handling equipments?

Respondent Essar Steel Thermax (Power Division ) Thermax (Enviro Division ) Thyssen Krupp Bhushan Steel

Yes

No -

Detail

According to customer specification

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Q15) Compared to DEMECH competitors hows the products performance of DEMECH products?

Products Performance with competitors

3 2 1 0 0 0 0 0 0 Products Performance with competitors 3 2

Q16) Rate the DEMECH products in comparison with its competitors based on following rating scale.

Products Comperision
3.5 3 2.5 2 1.5 1 0.5 0 0 0 0 0 0 Products Comperision 2 3

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Q17) How important was convenience in your decision to use DEMECH products?

Decision to use DEMECH Products

3 2.5 2 1.5 1 0.5 0 3 2

Decision to use DEMECH Products

Q18) how often you recommend DEMECH products to others who are engaged in similar type of business? Respondents 05 Very Likely 03 Moderately Likely 02 Slightly Likely 00 Not at all Likely 00

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019) Rate your association ship with DEMECH in future based on following scale?

Association ship in Future

6 5 4 3 2 1 0 Likely 0 natural 0 Unlikely 0 Very unlikely 5

Association ship in Future

Q19) According to you, what is the current scope of DEMECH products in future?

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Current Scope

very Good, 1 Good, 1 Other, 0 Excellent very Good Good Average Excellent, 3 Poor

Q 20) Quote your satisfaction rate on following scales of DEMECH for overall satisfaction?

Satisfaction Level
100% 80% 60% 40% 20% 0% 0 0 0 Satisfaction Level 0 5

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FINDING, SUGGETIONS AND LIMITATIONS

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FINDINGS
1) Every client are associated with DEMECH form long period almost 20 years. 2) All the clients are satisfied with the DEMECH pricing policy. 3) All the clients are use internet, magazine and others sources for getting relevant information about DEMECH Company and products. 4) All the clients are get their customized products within scheduled time form DEMECH. 5) All the client of prefer after sales services from DEMECH only. 6) The clients are measure the quality of products according to Indian Standard (IS) and ISO 9001-2008. 7) All the clients are personally visit actual site location of DEMECH for specific and customized requirements. 8) All the clients are very satisfied with performance of the DEMECH products in different area. 9) The material handling equipments are long term capital investment hence its may be replace after 10 years or above. 10) The entire client have almost 20% budget for the material handling equipments out of total budgets company budgets. 11) Most of the clients are come up with new projects in India. 12) All the clients are use others companies material handling equipments according to their customers demands. 13) Overall clients are slightly satisfied with the DEMECH Company.

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SUGGESTIONS

There are many players in the market who are already into manufacturing of material handling equipments so competition is quite high however by making available the equipments on time to the customer we can maintain a good relation with them.

Quality places a very important role for any product to be popular among customers. So it is every essential to maintain a good quality material handling equipments.

From the secondary data it is clear that the business of material handling equipments in its peak stage. So entry into this business is advantageous and profitable.

Advertisement should be done in a proper manner.

There is many particular brand of material handling equipments available in the market so the company can create its own brand in the market

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LIMITATIONS

This report had to work under several constraints and limitations. Some of the key limitations are:-

1. The study was restricted to Pune region only.

2. It was difficult to cover the Pune city because there are many construction companies. It was difficult to get an appointment of Marketing managers/ Project Managers.

3. The data which is collected from the existing manufacturers regarding price is an approximate figure and which might fluctuate by the market condition.

4. Many companies were not ready to disclose some of the information.

5. The time span was limited to two months, the number of interviewer covered was only small percentage of the total population, hence the sample may not depict clear picture.

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CONCLUSION

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CONCLUSION

After overall study of the material handling equipment operation in Pune market, the following conclusive can be made about is market position and its effective in terms of relation with its direct corporate sales. Major market share is under Deccan mechanical and chemical, Mahindra Conveyor System, Enviro India Bulk Material Handling, Hyquip Equipment, Bevecon Weyers, Redler India, Rud Equipment, Methods Engineering in terms of sales. Market is growing and overall future lies good with extension of machine through material handling equipment in Pune and India Deccan mechanical and chemical is planning to introduce cool feeder machine in the material handling equipment market soon. Better projected as a time saving and convenience offering machine. IT and ITES section line the maximum client revenue generation opportunities. Advertising and Publication play important and vital role in attracting customer and force them to purchase the product so Deccan mechanical and chemical should concentrate more an advertising aspect.

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BIBLOGRAPHY AND REFERENCES

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BIBLOGRAPHY & REFERENCES

Websites Books referred Kothari,C..R... 1990 Research Methodology-Methods And Techniques (2ndedition) Company Brochure And Catalogs Marketing Management-NiraliPrakashan Marketing Research Methodological Foundation by Gilbert A. Churchill Jr. and Dawn Iacobucci. www.google.com en.wikipedia.org
www.demech.co.in

http://www.legemcity.com

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QUESTIONNAIRE FORMAT

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QUESTIONNAIRE FOR THE EXISTING CUSTOMERS Title: -Market Potential of Material Handling Equipment of Deccan Mechanical and Chemical

Date-______________________________________ Company Name-_________________________ Plant In charges Name-_______________________ Location-___________________________________

Q1) How long you are associated with Demech? _____________________________________________________________________________________

Q2) How would you rate our products on their usefulness? a) Very use full b) Useful c) Less useful Q3) what is your perception about our pricing policy? a) Costly b) Reasonable c) Cheaper Q4) from whom you get relevant information about our company and products a) b) c) d) Magazine Internet Yellow pages Others (specify) _________________________________________________________________

Q5) Does DEMECH is always completing your customized requirements within scheduled time? a) b) c) d) e) Rarely Occasionally Frequently Very frequently Always

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Q6) From where you prefer after sales services? a) In bond b) Out boud DEMECH

Others

Q7) is there any parameter or standard method prepared by you for measurement of quality standard. If yes please describe? _____________________________________________________________________________________ _____________________________________________________________________________________

Q8) when your requirement is specific and customized how you communicate and convince with DEMECH? _____________________________________________________________________________________ _____________________________________________________________________________________

Q9) what category of products you purchase from DEMECH? Particulars En mass conveyor Screw conveyor Wet scrapper conveyor Paddle mixer Air slide conveyor Coal feeders Bucket elevators Swan neck elevator Derroport Conveyor components Special chain Sprockets Trailing wheels Particular 01 particular 02 particular 03 particular 04

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Q10) Compare our products performance in different area? Gives ranking between 01 poor, 02 average, 03 good, 04 excellent Particulars En mass conveyor Screw conveyor Wet scrapper conveyor Paddle mixer Air slide conveyor Coal feeders Bucket elevators Swan neck elevator Derroport Conveyor components Special chain Sprockets Trailing wheels 01 02 03 04

Q11) How often you replace the material handling equipments? a) b) c) d) Frequently Quarterly Yearly Others (specify) _______________________________________________________________

Q12) what is your budget for material handling equipment out of total budget? a) b) c) d) e) Less than 10% 10% 20% 30% More than (specify)______________________________________________________________

Q13) is your company comes with any new projects in pune or other area? a) Yes b) No c) If yes (detail)____________________________________________________________________

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Q14) do you prefer to use others companies material handling equipments? a) Yes b) No c) If yes (Specify)___________________________________________________________________

Q15) Compared to DEMECH competitorshows the products performance of DEMECH products? a) b) c) d) e) f) g) Much too high Somewhat too high Slightly too high About right Slight too low Somewhat too low Much too low

Q16) Rate the DEMECH products in comparison with its competitors based on following rating scale. a) b) c) d) e) f) g) Much better Somewhat better Slightly better About the same Slightly worse Somewhat worse Much worse

Q17) How important was convenience in your decision to use DEMECH products? a) b) c) d) e) Extremely important Very important Moderately important Slightly important Not at all important

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Q18) how often you recommend Demech products to others who are engaged in similar type of business? a) b) c) d) Very likely Moderately likely Slightly likely Not at all likely

019) Rate your association ship with Demech in future based on following scale? a) b) c) d) e) a) b) c) d) Somewhat likely Neutral Somewhat unlikely Very unlikely Q19) According to you, what is the current scope of DEMECH products in future? Very good Good Average Poor

Q 20) Quote your satisfaction rate on following scales of Demech for overall satisfaction? a) b) c) d) e) Slightly satisfied Neither satisfied nor dissatisfied Slightly dissatisfied Moderately dissatisfied Extremely dissatisfied

Q21) Suggestions if any. _____________________________________________________________________________________ _____________________________________________________________________________________

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