Summer Internship Project

Market Mapping in Jindal Stainless Steel way Ltd.

Submitted in partial fulfillment of PGDM program 2011-13

Submitted by

RESHU MANTRI 19/067

Company Mentor :

FacultyMentor :

Mr. Payoj Jindal General Manager (Sales & Marketing) Jindal Stainless Steelway Ltd.

Ms.Shweta Jha Assistant Professor

Apeejay School of Management New Delhi July 2012

ACKNOWLEDGEMENT
I would like to express my sincere thanks to JINDAL STAINLESS STEELWAY LIMITED, Gurgaon for giving me an oppurtunity to carry out summer internship program in their organization. The whole period spent with the organisation has been of immense learning experience about the Indian Steel Market. I sincerely thank Mr. Payoj Jindal (General Manager, Sales and Marketing) and Ms. Tanu Vyas (Corporate Communicatoion) for sharing their valuable knowledge that gave me better understanding of the topic. My special thanks goes to Ms. Shweta Jha and all my faculty members without whose help this project could not have seen the light of the day.

Regards Reshu Mantri

INDEX

S.No 1) 2) 3) 4) 5) 6) 7) 8) 9) 10)

CONTENT Executive Summary Market Mapping Stainless Steel Company Profile Research Methodology Data Analysis and Findings Conclusion and Learning Recommendations Bibliography Annexure

Page No. Pg 4 Pg 5 - 8 Pg 9 - 19 Pg 20 - 31

EXECUTIVE SUMMARY
Jindal Stainless Steelway Ltd., has brought convenient, customized, just-in-time services to the doorsteps of its valued customers. The company has partnered with STEELWAY, a company in the business of Distribution and Processing of Steel, to service its customers with exact Slit, Cut to size, Polished Stainless Steel sheets, Coils and Blanks with highest standards of processing tolerances. The project was about Customer Demand Mapping for the financial year 2012 13 and 2013 14. This project served dual purpose, first was to bring out the customer wise actual demand across India and second was to help organization in Augmentation of finishing line. The project proved to be great learning experience which taught me that it is not easy to make the Customer Accountant Managers understand the purpose of the Project and at the same time it was very difficult to get it filled through them as they were very busy. So it was necessary to have patience, flexibility and right amount of aggression. I would like to sincerely thank my corporate mentor Mr. Payoj Jindal, whose constant guide and support has been instrumental in the endeavor.

CHAPTER 1 MARKET MAPPING

Market Mapping is a distinct, well-codified methodology for organizations seeking to align their marketing strategies and processes and/or product development priorities more closely with the problems that customers need to solve most urgently. It is particularly well suited to situations in which the primary mode of product or service distribution is via indirect channels (e.g., distributors, value-added resellers, retail, etc.). Market Mapping integrates the best of three generalized approaches to marketing process improvement. Its explicit objective is to generate organizational momentum for specific change, while avoiding the pitfalls to which each approach alone can be vulnerable: 1. Introspective marketing process mapping and product feature/function analysis can provide an essential baseline of information and insight. By itself, however, this approach lacks traction in confronting and examining managerial bias and does not provide the collective 'reality check' of fresh, direct customer input. 2. In-depth market researchon its ownis often rejected, marginalized, or ignored when it conflicts with managers' trusted "mental models" of customer needs and market dynamics. It can also fail in accurately identifying customers' deepest problems and the alternative solutions and strategies they employ to solve them. 3. Facilitated executive brainstorming, strategy, and decision-making workshops, while valuable in context, can easily float off into feel-good fantasy, or devolve into political infighting among product, function, or other organizational "silos." Such sessions tend to be useful only when ventilated by plenty of new data on both internal processes and external realities.

DEFINITION OF MARKET MAPPING

A research method that identifies the key customer requirements in a market and how existing products are positioned in that market. Market mapping is an important way of identifying gaps in the market.

PURPOSE OF MARKET MAPPING

The idea of market Mapping is to identify gaps in the market, to show where a sector is overcrowded and to stop the producer from becoming over-reliant on one sector. Gaps can also provide entrepreneurs with the opportunity to embark on a new business venture.

STAGES OF MARKET MAPPING

Market Mapping is a rapid, low-cost tool for generating sufficient relevant knowledge. The various stages involved in Market Mapping are: 1) Project Planning 2) Market Study and Research 3) Networking, Identification of Target Companies and Referrals 4) Approach, Screening and Interview Candidates. 5) Compiling Data and Benchmarking 6) Presentation of Talent and Monitoring Report 7) Upgrade to full search if required

BENEFITS OF MARKET MAPPING

An understanding of the competitive environment and the key players within the sector is critical not only for insight into future trends and competitive threats, but also to better evaluate growth. Most executives have an in-depth knowledge of what is happening in their markets from years of experience in their industries, yet the exercise of market mapping validates general understanding, provides

important contextual data, unearths lesser known players, and serves as a guide for development of growth strategies. Market mapping is the act of identifying the key players within an industry or subsector. It is a practice that is both broad and specific at the same time: the scope is purposefully large that is, to understand the competitive environment in your market but the goal is to prepare far more than a mere phonebook or list of companies. While it is usually most productive to evaluate your current market and competitors, it is particularly valuable to map adjacent markets and regions in which you are not currently active, as these could be excellent areas of growth, or the source of future competitors. Market Mapping is a custom-made solution for clients who are not sure of the possibility of finding the ideal person or when a future role will be open soon, not necessarily with a fully defined profile. It is the process of collecting market information by confidentially assessing prospective candidates from a distance without interviewing them or conducting a full search. It saves time and offers valuable insights into the market that can facilitate decision making in case of confidential projects. Market Mapping takes a strategic, forward-looking approach to crafting market driven strategy and segmentation, focusing on where customers are going, instead of where they have been. In addition, the Market Mapping process goes well beyond simply gathering and reporting market data by providing a collaborative, team based process for bridging the gap between information and action.

APPLICATIONS OF MARKET MAPPING

A crucial component in any segmentation project is to correctly identify which customers should be segmented in the specified market. A market map defines the distribution and value added chain between the ultimate user and suppliers. This takes into account the various buying mechanisms found in a market. Market mapping is used in market segmentation to help companies identify the target group(s) for their segmentation project. It includes a number of additional applications, such as: a) Tracking changes in the channels to market b) Determining your performance on these routes to market c) Illustrating where sales and marketing resources are allocated. These findings can be compared to key competitors' resource allocation. The Market Mapping process goes well beyond simply gathering and reporting market data by providing a collaborative, team-based process for bridging the gap between information and action.

HISTORY OF STEEL

In 1913, when Steel Researchers were experimenting with different types and qualities of alloys, Harry Brearley, in Scheffield, England, discovered Stainless Steel. While experimenting with increasing levels of chromium, he found out that at over 12 percent chromium, the steel gained an exceptional resistance to acid corrosion. It was his work that found the foundation for the development of a range of steel grades particularly resistant to corrosion. By the late 1920s, two types of Stainless Steel had been found to be most versatile and useful; Martensitic Stainless Steel (chromium content of 13 18 percent) and Austenitic Stainless Steel (18 percent chromium and 8 percent nickel). Today, Stainless Steel is a generic term given for a group of corrosion resistant steels containing a minimum of 10.5 percent of chromium, which creates a passive, self renewing film of chromium oxide around the steel at the atomic level, thereby impeding the iron from rusting. Technical development over the decades has followed two paths: the incremental improvement of the standard grades invented in the 1920s as well as the development of entirely new grades. However, the core attributes of Stainless Steel that is strength, heat and corrosion resistance, formability, aesthetic appearance and low maintenance have not changed with technical developments. Stainless Steel producers still continue to do research into chemical composition, Innovations in Stainless Steel making technologies, new rolling technologies, quality control and lower costs.

STAINLESS STEEL A DIFFERENT TYPE OF STEEL

Like all types of steel, Stainless Steel is not a single metal but an alloy that is a material made from two or more separate elements alloyed or melted together. All steels have in common a major ingredient Metal Iron to which a small amount of Carbon has been added. Stainless Steel was invented early in the 20th century when it was discovered that a certain amount of the metal chromium (usually a minimum of 11 per cent) added to ordinary steel gave it a bright shiny gloss and made it highly resistant to tarnishing and rusting. This rust-resisting property which we call corrosion resistance is what sets stainless steel apart from most other forms of steel. Not a Coating It is important to appreciate that stainless steel is a solid material and not a special coating applied to ordinary steel to give it stainless properties. Conventional steels and indeed, several other metals, are often coated or "plated" with white metals such as chromium, nickel or zinc to protect their surfaces or to provide other surface characteristics. While such coatings have their own benefits and are still widely used, the danger exists that the coating can be penetrated or damaged in some way, such that its protective effect is undermined. The appearance of stainless steel can, however, vary and will depend on the way it is made and finished. Stainless Steel is Everywhere The rust-resisting characteristic gives Stainless Steel its name. However, soon after its discovery, it was realised that the material had many more valuable properties which make it suitable for a vast range of diverse uses. In fact, the number of uses to which stainless steel can be put are almost limitless, a point which can be illustrated with just a few examples: In the home: Cutlery, dishes and other tableware Kitchen sinks Pans and cookware In the town: Bus shelters, telephone booths and other street furniture

 Lifts and escalators Subway trains and station infrastructure In Industry: Equipment for the manufacture of food products and pharmaceuticals Plant for the treatment of potable and waste water Fuel and chemical tankers.

Series/Grades of Stainless Steel

Three grades of Stainless Steel are widely used with varying alloy content Three Distinct Series of Stainless Steel 200 Series Manganese Nickel Chromium Copper Iron Industry Scenario 5.5 - 12 % 1-4% 10.5 - 20% 2% Balance Widely used in Asia as an alternate to 300 series, recently demand picking up in the Western markets. Automobiles, Tubes and Pipes, Utensils, Household goods. 300 Series 2% maximum 6 - 22 % 15 - 25 % None Balance Most Widely used globally but expensive given high Nickel content. Utensils, Tubes and Pipes, Oil and Gas Sector. 400 Series 1% maximum 0.75% maximum 10.5% maximum None Balance Lower input costs but high production costs.

Applications

Automobiles, Coinage, Consumer durables, Blades.

Types of Stainless Steel

Stainless Steel grades are essentially alloys of iron with more than 10.5% chromium. These grades may contain additional elements of nickel, manganese, carbon, nitrogen and silicon. They can further be modified for special purposes by addition of molybdenum, titanium, niobium, silicon, sulphur, etc. A wide range of these grades have been developed based on specific requirements. These are classified into following categories based on their micro structure: a) Martensitic Stainless Steel: These are plain chromium grades containing 11.5% to 18% of chromium with relatively high carbon content. Initially developed for cutlery, these are well suited for applications requiring high hardness and resistance to abrasion and erosion. These grades are magnetic and display fair cold forming characteristics. Although these can be hardened by air cooling, oil quenching is sometimes used to assure uniform hardening. These grades can be welded but require stress relieving after welding. They exhibit their best corrosion resistance in the hardened condition and perform well in mildly corrosive environment. Martensitic Stainless Steel grades are commonly used for knife blades, turbine blades, surgical instruments, fasteners, shafts, spindles, valves and pins. b) Austenitic Stainless Steel: These grades are characterized by superior corrosion and oxidation resistance, weldability, ductility and toughness compared to Martensitic Stainless Steel. They effectively withstand attack of organic acids (acetic, lactic, citric, etc.), exhibit good resistance to oxidizing acids (nitric acid) and fair resistance to mineral acids (sulphuric acid). Austenitic Stainless Steel grades are non magnetic in annealed condition but depending on composition, they may become mildly magnetic when cold worked. These Stainless Steel grades possess good high temperature properties such as creep strength and resistance to oxidation or scaling. They also exhibit excellent low temperature ductility and impact strength. Austenitic Stainless Steel grades can be readily fabricated by bending, drawing,

spinning, punching, drilling, machining and welding can be readily polished to a high finish. There are two broad categories: Chrome - Nickel (300 series) and Chrome - Manganese (200 series). Typical applications for this category include food processing, chemical plants, hospitals, kitchenware, etc. Chrome Manganese Stainless Steel is the fastest growing of all Stainless Steel categories. Its applications include buildings, furniture, buses, trains, and kitchenware. c) Ferritic Stainless Steel: These are non-hardenable plain chromium grades with chromium content varying from 10.5% to 28% and with low carbon content. These are magnetic and exhibit better resistance to corrosion than formability, weldability and corrosion resistance is between those of Martensitic and Austenitic types. The ferritics can be polished or buffed to achieve high lustre. d) Duplex Stainless Steel: These grades contain relatively high chromium (between 18% and 28%) and moderate nickel (1% to 8%). This combination of Ferritic and Austenitic structures is called Duplex. These grades exhibit high resistance to stress corrosion cracking and chloride ion attack and have higher yield strength than that of Austenitic of Ferritic steel grades. These properties combined with suitable design lead to material saving. High quality fabrication and welding are possible if the operator is trained well. These grades are used in Marine Applications, Offshore Platforms, Paper and Pulp Industry, Chemical, Petrochemical and Desalination Plants.

Stainless Steel Making Process

Stage 1 The Melt Shop

The raw material - recycled stainless steel and ferro-alloys - is transformed into molten metal in an electric arc furnace with a melting capacity up to 160 tonnes. The molten metal is then transferred to the converter. Alloying elements are added in the converter to obtain the chemical composition. We can produce all of the standard grades. The ladle metallurgy consists of adding some alloying elements to obtain the exact chemical composition and the correct temperature before the continuous casting process. Then the liquid steel is poured, cooled and solidified during the continuous casting process. At this stage the maximum width is determined. The solid steel is cut with an oxygen flame into slabs up to 30 tonnes in weight, up to 12 m long, 200 mm thick and up to 2 m wide. Some slabs are then ground to remove surface defects before all of them are shipped to the hot rolling mill.

Stage 2 Hot Rolling Mill

This process takes place at Arcelor Mittal Chtelet and initially involves slab reheating in a furnace at an average temperature of 1250 C. A first reduction in thickness from 200 to 40 mm is achieved through several passes on the roughing mill.The thermal tunnel maintains the temperature of the slab reduced-in-thickness. Then the slab passes through a series of 7 rolling stands to reach approximately 3 mm in thickness (1.2 min / max 13 mm). The metal is cooled down and wound to form coils or "black coils ", because of their oxidized surface. The coils are then shipped to the annealing and pickling plant. We can also sell black coils.

Stage 3 First Annealing and Pickling

Black coils are heated in the annealing furnace. This step recovers the mechanical properties of our stainless steels. The oxides on the surface are broken down by shot blasting. The pickling process in acid baths followed by water cleaning and air drying results in white coils with no surface oxide, this is the HRAP finish. At this point, the white HRAP coils can be sold without cold rolling, or further surface finishing.

Stage 4 Cold Rolling and Final Annealing

The thickness of white coils around 3 mm is reduced again with the cold rolling mill process. The thickness can reach 0.3 mm minimum, by rolling several times in the reversible cold rolling mill in order to achieve the thickness ordered by the customer and the appropriate surface quality for the final use. After cold rolling, the annealing operation recovers the mechanical properties of our stainless steels. A final pickling then removes the annealing oxide and gives a matt aspect (2D). Another option is to anneal under a protective atmosphere, to retain the cold rolled appearance for applications requiring bright annealed finishes (BA). The annealing process recovers ductility and formability required by customers for processing. In this case no oxide is created and no pickling is necessary. The strip is very bright. The skinpass operation guarantees the flatness and the coil surface. One, two or three passes can be necessary. By selecting different skinpass rolls a surface finish suitable for visible applications, such as household appliances can be produced (2B or BA).

Stage 5 Metal Finishing

During finishing the material is given its final surface finish appearance, as required by the customers order. There are different operations such as: polishing, brushing or other special processes. The last operation is where the final form of the material is achieved: Coils can be cut to length to obtain sheets, blanks or discs. Coils can also be slit to width in strip and narrow strip and blanks. Through other processes, we can produce other finished products like tubes, made by forming and then welding the flat products.

Defects in Stainless Steel

Defect is a mark or flaw that spoils the appearance of Stainless Steel. Some of the common defects in Stainless Steel are: a) Sliver-B

DEFINITION Thin arrow-shaped slivers or straight line defects varying in length, severity and location. B type slivers are due to burning at the reheating furnace and are generally present near the edges up to 300mm from each side of the strip, without repetition. The thicknesses of these slivers are 200-400 microns with 5-25mm length. REASONS Grain boundary oxidation/grain boundaries breakage. High sulfur in the fuel used in re-heating furnace.

REMEDIES Avoid overheating (maintain recommended reheating practice). Maintain proper length of flame and do not allow it to touch the slab. Aimed sulfur is as low as possible. Addition of boron helps to make compound with Cr (Cr2B), due to this compound grain boundaries are more strengthened.

b) Rolled in Scale

DEFINITION A surface defect consisting of scale partially rolled into the surface of the sheet. REASONS Inadequate high pressure in water descaling in hot strip mill. Excessive reheating time and/ or too high a temperature. Inadequate shot blasting.

REMEDIES Optimum reheating, descaling and shot blasting.

c) Pitting

DEFINITION A rough uneven surface, which is produced by either scale pits or, rolled in scale or, refractory particles, is termed as pitting.

REASONS Rolled in scale and scale pits due to poor descaling after reheating of the coil at the hot rolling division. Refractory particles, rolled at the hot rolling division. Improper descaling Foreign particles embedded while rolling

REMEDIES Proper descaling of the slab/ coil during hot rolling. Appropriate pressure for the water used for descaling, removal of scale/ refractory particles completely. Avoid nozzle bending Maintain proper nozzle angle Avoid chocking of nozzles

d) Water/Acid Stain Mark

DEFINITION Stains on the plate affecting one or both surfaces, often due to water or acid from the pickling bath or due to improper drying.

REASONS

Improper drying from Pickling bath Low acid concentration Poor cleanliness and metal content in the pickling bath Poor water quality in the quenching station Poor washing of water surfaces.

REMEDIES
Good water quality Ensure high-pressure water spray. Proper Acid concentration Ensure proper drying

e) Waviness

DEFINITION Not flat. Strip deviating from the flat surface along the direction of rolling and exceeding the standard tolerance for flatness. REASONS
Rolling deformation on the edges are more than the center portion of the coil. Uneven quenching at the Annealing & Pickling line may also generate some waviness.

REMEDIES
Rolling deformation should be same throughout the thickness of the strip. Appropriate quenching.

CHAPTER II COMPANY PROFILE

The Group Jindal Organization, set up in 1970 by the steel visionary Mr. O.P. Jindal, has grown from an indigenous single-unit steel plant in Hisar, Haryana to the present multi-billion, multi-national and multi-product steel conglomerate. The organization is still expanding, integrating, amalgamating and growing. The group places its commitment to sustainable development, of its people and the communities in which it operates, at the heart of its strategy and aspires to be a benchmark for players in the industry the world over. The Jindal Organization today is a global player. Its relentless quest for excellence has reaped rich benefits and it is today one of the worlds most admired and respected groups within the steel fraternity.

Jindal Stainless: Like stainless steel the company is versatile in its thought process,
strong and unrelenting in its operations, environment friendly in its manufacturing process, bright, shining and beautiful in its community support activities. The list of the properties of stainless steel is endless, just as their values are all encompassing. Jindal Stainless has always been committed to innovation and progression, research and development. Their innovations are admired beyond the geographical boundaries of the country. No wonder they are the strategic partners of global leaders by choice. Their achievements narrate a story of their determination to succeed and the passion to win. They will continue to leverage their opportunities in creating excellence that the world cannot even think about. Today they are the largest integrated stainless steel producer in India, tomorrow they will rule the world. Jindal Stainless, a $780 million plus ISO: 9002 & ISO: 14001 company is the flagship company of the Jindal Organization. The company today has come a long way from a single factory establishment, started in 1970. As the numero uno it has taken on the task of making stainless steel a part of everybody's life by taking a 360

degrees approach from production of raw materials to supply of architecture and lifestyle related products.

Major Facilities
Hisar Plant, India: At Hisar, Jindal Stainless has India's only composite stainless steel plant for the manufacture of Stainless Steel Slabs, Blooms, Hot rolled and Cold Rolled Coils, 40% of which are exported worldwide. Precision Strips The company produces stainless steel precision strips in various grades. These strips are produced in narrow 20-Hi mills in the precision cold rolling unit. Blade Steel The Company is the exclusive producer of stainless steel strips for making razor and surgical blades in India. Coin Blanks Besides supplying CR Strips to the Government of India, the plant at Hisar houses a coin blanking line for supply of coin blanks to the Indian Mint and Mints in the global markets. Vizag-India: Jindal Stainless has a Ferro Alloy Plant at Vizag with an installed capacity of 40,000 metric tons per annum. Vizag unit uses chrome ore supplied from captive Sukhinda chrome mines and sells output to Hisar plant as well as in the export market. Odisha Project - India: Jindal Stainless has set up a Greenfield integrated Stainless Steel project in the state of Odisha with capacity of 1.6 million tons per annum. Odisha ferro alloys division consists of ferro alloys manufacturing facilities including ferro chrome, ferro manganese and silicon manganese and waste heat recovery based and thermal captive power plants.

Major tasks of Jindal Stainless:

1. Developments of high value products to serve niche market. 2. Quality up gradation of existing products enabling global acceptance. 3. Cost reduction by process development, optimization and refinement to improve

competitive edge. 4. Technology enhancement to increase the quality production. 5. Market segment improvement by interacting and sharing knowledge with customers and assisting them in trouble shooting operation. In addition to the above, R&D division closely interacts with reputed national and international laboratories/scientific institution/universities to avail expert services for critical investigation

Research and Development

The R&D division plays a pivotal role in retaining and consolidating companys leadership position in the Stainless Steel industry. This is achieved through continuous up-gradation of quality, processes, and services and through product innovation to develop new products at competitive costs. Cross-fertilization of knowledge between production, quality control and commercial units in order to maintain global standards has been the guiding principle of the R&D function. Development of high value products to serve niche markets Quality up-gradation of existing products to enable enhanced global acceptance Cost reduction by process development, optimization and refinement to provide a consistent competitive edge Technology enhancement to increase quality production Foster growth and develop new market segments through knowledge sharing with customers and to assist them in their operations and applications of our products In addition to the above, the R&D division closely interacts with reputed national and international laboratories/ scientific institutions/ Universities to avail expert services and knowledge for critical investigations.

QUALITY ASSURANCE
Understanding customer requirements and supplying products as per their requirements is ensured with the help of Quality Assurance and Quality Control groups. Across the entire business chain of supplies, operations and marketing, appropriate quality assurance systems are in place to ensure correctness at each step of the cycle. ISO 9001-2000 Certification of the plant is a testimony to this. ISO 14001 and OHSAS 18001 Systems

Certification of the plant assure their commitment towards the environment and for providing a safe workplace for their employees. For ensuring quality at every step, the production processes are constantly monitored and controlled to ensure that the finished products are as per customers requirements. The plant has well equipped laboratories with a battery of modern equipment such as Optical Emission Spectrometers, X-Ray Fluorescence analyzer, Carbon Sulphur analyzer, Hydrogen analyzer, Nitrogen and Oxygen analyzer, Corrosion Testing facilities, Universal Testing machine, Ultrasonic Testing unit, Impact Testing machine, all types of Hardness testers, Surface Roughness tester and E-cupping testing machine. Well documented procedures ensure correctness in testing and certification of the products.

SUBSIDIARY COMPANIES
The company has following subsidiaries, namely Jindal Stainless UK Limited, Jindal Stainless FZE, Dubai, PT Jindal Stainless Indonesia, Jindal Stainless Italy s.r.l., Jindal Stainless Madencilik Sanayi Ve Ticaret A.S., Turkey, Jindal Stainless Steelway Limited, Jindal Architecture Limited, Austenitic Creations Private Limited, Green Delhi BQS Limited, and Parivartan City Infrastructure Limited.

INTRODUCTION TO SERVICE CENTRE

The Steel Service Centre Industry in India is fast developing into an inseparable connect between the primary steel producers & its end users. The emergence of steel service centers in India is a trend which is changing, beyond recognition, the way this vital raw material, steel, is going to be bought & sold in the country in future. Service centers buy raw material from the mill and process in different forms like slitting, cut to length and polishing. Also undertake conversion activities for the producing mills to convert their materials as per the customers requirements. In nut shell, they perform the role of a pivotal link between the steel producers & end users. Till few years ago, around 90 95% of Steel, in India, was distributed to the end users by either the producing mills directly or by the unorganized sector comprising of big & small distributors or stockiest. The materials were generally supplied in their mother form, as produced and would be further processed by end users through local standalone processors, to make them usable for end applications. Today, most of them have forged alliances with international companies in steel servicing business to bring ready to use processed steel directly to their customers doorsteps

OBJECTIVES OF STAINLESS STEEL SERVICE/ COIL CENTER

To provide distribution services in stainless steel to meet specific requirements of customers effectively & efficiently. To provide technical services to target customers to reduce their total cost. To provide processing services to the Parent Steel Company & offer high quality slit, cut to size, precision leveled stainless steel materials in various embossed patterns & shapes with different surface finish & unmatched processing tolerance.

 To provide different grades of stainless materials in small lots on just in time basis, by breaking the bigger weight input units, to suit customers requirement.

JINDAL STAINLESS STEELWAY LIMITED: A SERVICE CENTRE

Jindal Stainless Steelway Limited, an ISO 9001:2008 & 14001:2004 certified, the domestic JSL service network, offers convenient, customized just-in-time services to the doorsteps of its customers. The company is into the business of distribution and processing of steel, to serve its valued customers with exact Slit, Cut to Size, Polished Stainless Steel sheets, coils and blanks conforming to highest standards of processing tolerances. They have Service Centre facilities in Gurgaon, Mumbai, Chennai and Vadodara that are installed with state-of-the-art, high-end Precision Slitting, Cut to Length, Blanking, and Polishing lines supplied by leading equipment manufacturers such as FIMI & IMEAS of Italy and IDH & Daehwa of South Korea. Each Service Centre has a capacity of 135,000 tons per annum and in addition, Gurgaon Service Centre has a Polishing Capacity of 6,000 tons per annum. Some of the services offered are: Cutting, Processing and Distribution of all types of Stainless Steel by adding value to them.

VISION
We are committed to provide world class ethical & quality service for our customer delight. Treat employees as 'partners' in progress Be a good corporate citizen.

MISSION
To strive to be a world class service center of stainless steel through constant learning & quality improvement.

VALUES
Credibility Commitment Customer satisfaction Continuous Improvement Teamwork

PRODUCTS
Types of Stainless Steel offered:

a) Cold Rolled (CR) Mother and Slit Coils / Sheets / Cut Blanks b) Hot Rolled (HR) HR Plates / Coils

Grades offered
200 series 300 series 400 series 201, 202, 204Cu, Jsl, AUS(J1), J4, Jsl Tube, Jsl U, JT 301, 301L, 304, 304H, 304L, 309S, 310, 316L, 316Ti, 321 410, 420, 409L, 410S, 430, 436L, 439, 441

Width Ranges Available

Standard Width available are 1000mm, 1250mm, 1270mm. Any other customized width in CR ranges from 50mm to 1250mm.

Length Ranges Available

Standard length available are 2500mm, 5000mm and 6000mm. Any other customized length in CR ranges from 500mm to 6000mm.

Thickness Ranges Available

HRAP Coils HRAP Plates CRAP Coils Max 2.50 4.00 0.40 Min 6.00 50.0 4.00

Surface Finishes Offered Surface Finish

No. 1 2B BA No. 3 No. 4 Scotch Brite Embossing Antifinger No. 8

Definition
Hot rolled annealed, shot blasted and pickled Cold rolled annealed and pickled and skin passed; given an appropriate luster by again cold rolling Bright annealed finish; processed with bright heat treatment after cold rolling Cold rolled annealed and pickled and polished with 100 to 120 grit Cold rolled annealed and pickled and polished with 150 to 180 grit Very fine hairline finish generated by polishing with rolls made out of scotch brite material Cold rolled annealed, pickled and given an appropriate embossed luster by embossing process Cold rolled annealed, pickled, coated with acryclic acid and antifinger print Cold rolled annealed, pickled and polished to mirror finish

Competitors of JSSL a) POSCO INDIA: POSCO India Private Limited is a subsidiary of POSCO,
the worlds fourth largest steel producer and one of the most competitive steel

companies. Posco signed a Memorandum of Understanding (MoU) with the Government of Orissa in June 2005, to set up a 12 MTPA green field steel plant near Paradip, Jagatsinghpur District, Orissa, with an estimated investment of USD 12 billion. The company will build a 4 million-ton per annum capacity steel plant in Orissa, during the first phase of its project and expand the final production volume to 12 million tons per annum. Posco India Pvt Ltd was incorporated on 25th August, 2005.

b) BHUSHAN STEELS: BHUSHAN Steel Ltd. formerly known as Bhushan

Steel and Strips Ltd. is a globally renowned one of the leading prominent player in Steel Industry. Backed by more than two decades, of experience in Steel making. Bhushan Steel is now Indias 3rd largest Secondary Steel producer company with an existing steel production capacity of 2 million tons per annum. As one of the prime movers of the technological revolutions in Indian Cold Rolled Industry, BSL has emerged as countrys largest and the only Cold Rolled Steel plant with an independent manufacturing line (sheet width 1700 mm).

c) ESSAR STEEL: ESSAR Steel is a globally renowned steel corporation with

a production capacity of 14 MTPA and footprint that straddles 5 continents -Asia, Africa, Europe, America and Australia. Its Hazira Complex, in Gujrat is now the 4th largest single location flat steel plant in the world. It commands uninterrupted access to some of the worlds finest iron ore deposits. This ensures self-sufficiency in operations and goes long way in delivering high-quality, cost effective steel products. Its products find wide acceptance in sectors such as automotive, white goods, construction, engineering and shipbuilding.

Future Outlook

Jindal Stainless Steelway Limited, one of the fastest growing subsidiaries of JSL Stainless Ltd & has shown substantial growth in turnover over last years. The company registered a gross turnover of Rs. 5 crores in the financial year 2011 -12. Jindal Stainless Limited was the first to envision this big service opportunity in Stainless Steel arena. The objective was to set up the service centre across India & outside to provide customized stainless steel, in exact quantities & on exact time to the doorsteps of its valued customers. JSSL is the largest stainless steel service center in India, which serves different grades in tailor made forms, on just in time basis. JSSL fourth service centre in Vadodra, Gujarat is in full operational state &serving the industry with value added products like Embossing, Mirror finish etc. New Slitting line & Circle cutting line will be soon installed at Vadodara service centre to cater tube & utensils segment. To further increase the presence and capture the Indian market, JSSL has opened a warehouse in Kolkata & will open new warehouse in Hyderabad soon. The company is fully focused to increase the brand value of JSL for increase in market share & to satisfy major SS demand driven segments. In same order, JSSL opening a retail outlet in vicinity of Indias number one stainless steel trade market hub in Mumbai. Retail outlet construction is almost 80% completed and it will become operational by June 2012. The retail outlet will also used as order booking centre & display of our products. The service centre has achieved some mile stones in the last financial year 2011-12. JSSL participated in Rice Pro-Tech Expo, 2012 at Bareilly, Uttar-Pradesh with a motive to promote the use of stainless steel and has received an award of Guest of Honour at Event. The company has also achieved the highest ever sales in March 2012 in the history of JSSL. Our new parent mill facilities at Jajpur, Odisha is aptly poised to make the best of the increased stainless steel demand advantage in the domestic market. The Odisha Plant has

high level of backward integration with ferro alloys and thermal power plant. As we move forward, we plan to expand the existing stainless steel capacity at Odisha to 1.6 Million Tons. This Odisha Plant is one of its kinds with all the facilities under one roof. Our parent mill Odisha also started supply of 1500 wider material in order to hone business share. As per increase in capacity of our parent mill, JSSL has also taken aggressive sales target for FY 12-13 which is 40 % higher than that of last financial year. Indian economic parameters are robust and given our demographic profile, the economy is poised to unfold newer horizons for future sustainable growth. Stainless steel consumption in India currently stands around 2 million tons including patta market and given the Indian government's prioritized focus on infrastructure development, the market potential looks strong. Indian markets are showing fast growing stainless steel demand and enormous future growth potential as the industry succeeded to sustain its positive growth momentum on the strong fundamentals of domestic demand from construction, automobile and infrastructure sectors. As per ISSF, the per capita consumption of stainless steel in India is 1.2 kg as compared to the world average of 4 kg and China's 5 kg. This low per capita consumption of stainless steel in India presents immense opportunities for growth in domestic stainless steel market. The company is also focusing on its distribution channel to meet the specific requirement of customers effectively & efficiently. JSSL started the material supply in Nepal & Bhutan along with the existing sales offices in tier 2 cities with focus of customer value management.

CHAPTER IV RESEARCH METHODOLOGY

Problem Definition
Should Mini Service Centres be setup to cater the needs of Existing Customers as well as to attract Non- Existing Customers?

Approach to the Problem

a) Mapping the Current Demand of Jindal Stainless Steelway Ltd. b) To identify Key Potential Customers. c) To identify Demand for a Particular Service Region wise in order to suggest Optimum Utilization of Machinery.

Type of Research Design

a) Exploratory Research This research is most commonly Unstructured and Informal. It is undertaken to gain Background Information about the general nature of the Research Problem. It is conducted usually when Researcher does not know much about the problem and needs Additional Information. In this project Exploratory Research is used as it involves communicating to CAMs (Customer Accountant Managers) and getting Information from them for better understanding of the Customers. b) Descriptive Research It attempts to describe and explain conditions of the present by using many subjects and questionnaires to fully describe a

phenomenon. It is concerned with describing the characteristics of a particular individual, group, frequency of occurrence. This research is undertaken to provide answers to questions of who, what, where, when, why and how. In this project Descriptive Research is used as there are forms to be filled in Excel format by Customer Accountant Managers (CAM) based on the Customer Base they look after.

Sampling Technique
a) Sampling Universe/ Population A Population is the total collection of elements about which we wish to make some inferences. In this project the Population will be all the CAMS (Customer Accountant Managers) of Jindal Stainless Steelway Ltd. in Vadodara and Gurgaon Service Centres. b) Sampling Size 15 Customer Accountant Managers together of Vadodara and Gurgaon Service Centres.

FINDINGS AND ANALYSIS

1) Comparison of average consumption and JSSL dispatch in all the four service centers in 2011-12

ANALYSIS: Out of the four service centre Gurgaon has the highest dispatch of 2472 metric tons per month and as Vadodara unit has been recently set up it has the least dispatch of 336 metric tons per month.

2) Market Share of JSSL all over India in 2011-12

ANANLYSIS: Jindal Stainless Steelway Ltd. covers 49% of the entire stainless steel business in India and is the highest earning subsidiary of Jindal Stainless Ltd. JSSL is the largest stainless steel service center in India, which serves different grades in tailor made forms, on just in time basis.

3) Comparison of average consumption and JSSL dispatch in all the four service centers in 2012-13

ANALYSIS: By the end of this year it is expected that Mumbai would be giving highest dispatch of 4323 metric tons per month and Vadodara Unit is expected to dispatch 772 metric tons from 336 metric tons per month.

4) Comparison of average consumption and JSSL dispatch in all the four service centers in 2013-14

ANALYSIS: Based on the above graph it can be seen although the highest dispatch could be predicted by Mumbai but there is wide difference between their potential and consumption of the customers in that region. Gurgaon can give the best result as their potential is quite near to the average consumption of their customers.

5) Growth of JSSL by 2012-13 and 2013-14

ANALYSIS:

On the basis of the data collected it is predicted that JSSL would grow 17% by end of 2012-13 and 27% by the end of 2013-14. This shows that the company has a bright future in the world of stainless steel.

6) Major Segments for which stainless steel is used by the customer of JSSL

ANALYSIS: As the pie chart shows Fabrication is the largest segment covering 71% of the pie chart. Fabrication includes laser cutting, manufacturing, pharmaceuticals, textile machinery, and chemicals. And trade is the second largest segment which covers 16% of remaining pie chart.

7) Series of stainless steel in demand by the customers in JSSL

ANALYSIS: 300 series is most widely used as it has excellent corrosion resistance and clean ability. It is known as Food Grade Series and is used in Kitchenware. 200 series is used in building, furniture etc. whereas 400 series is used in automobiles and architecture so their demand is limited

8) Demand of major Finishes of stainless steel by customers in JSSL

ANALYSIS: The major portion of the pie chart i.e., 78% is covered by No. 4 Finish which is a Hair Line Finish that is most commonly used in Stainless Steel Industry. No. 8 is a Mirror Finish which has an aesthetic appeal and covers a Niche Segment. Scotch Brite is used for architectural purpose so has limited demand.

SWOT Analysis of the Study:

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STRENGTH

Customer Account Managers had a Master Cell having complete details of the Customers. All the data collected are real, recent and structured based on telephonic communication.

STRENGTHMNBJ WEAKNESS

Details about all non existing customers were not known because of lack of time and lack of detailed knowledge of Customer Account Managers. All information is based on primary data so there might be possibility of error.

Direct Contact with Customer Account Managers. Live Project helped in better exposure.

OPPORTUNITIES

Whether all Customer Account Managers would fill the form on time or not.

THREATS

CONCLUSION
This is the journey of new beginning. The experience of two month was really difficult to explain in words. But I am trying to touch some portion of it. Summer Internship Process was full of learning and gaining positive experience here at JINDAL STAINLESS

STEELWAY LTD. Supervision here was very beneficial and most importantly even the Interns were treated as a part of the professional environment. I had joined Marketing Department of Jindal Stainless Steelway Ltd. where we started working under Mr. Payoj Jindal (General Manager, Sales and Marketing) who gave us a live project on MARKET MAPPING. . He showed great trust on me by sharing live company data with me and allowing me to prepare an analysis report on that. The trust shown was a great motivation for the successful completion of my project. Ms. Tanu Vyas (Corporate Communication) had supported and encouraged me throughout my project and helped me out in all the problems related to the project. In the first week of internship I got the complete knowledge about the company and then visited the plant which is situated in Manesar. There are 4 Service Centres of JSSL namely Mumbai, Chennai, Gurgaon and Vadodara. Each of the Service Centres has Customer Account Managers (CAMs) where each of them look after different customer base. Two interns were assigned this project as the customer base was wide enough. As I was one of the intern the regions assigned to me were Gurgaon and Vadodara unit. There was an excel format designed by the company relating to market mapping and my work was to follow up with the CAMs of regions assigned to me. On a total I had to get the format filled from 15 CAMs including both the regions. The company gave me a list of the CAMs along with their Names, Contact numbers and e-mail ids. Firstly Mr. Payoj had sent a mail regarding introduction of this project and told that these project would be handled by the trainees.

PURPOSE OF THE PROJECT

The project was about Customer Demand Mapping for the financial year 2012 13 and 2013 14. This project served dual purpose, first was to bring out the customer wise actual demand across India and second was to help organization in Augmentation of

finishing line. This project would also help in making optimum utilization of the machinery as their capacity would be reduced from September 2012. As the organization is planning to set up new mini service centers this project would help them in taking this decision to an extent.

MY ROLE IN THE PROJECT

My first work is to call up all the CAMs and give them brief of the form. After briefing the form my major work was continuous follow up with the CAMs through reminder mails and calls. Apart from this query handling regarding forms was another major task. Next step was to compile all the forms, after compilation the most crucial part was to study and analyze data so that a proper conclusion from the forms can be generated.

CHALLENGES
The challenges faced during this project was that CAMs were having hectic schedule because of their sales target so I had to take many appointments regarding briefing up the form but they kept on postponing filling up the form due to their respective targets and month end pressure so I had to patiently remind them again and again to fill the form as soon as possible as my internship was for a fixed period of time.

KEY POINTS OF THE STUDY

New application of stainless steel are emerging rapidly There are various opportunities for business to grow in this industry. Stainless Steel will change the face of India

LEARNING
It was a pleasure of getting trained in such a well established organization, and in such a humble, healthy and supportive organization culture. This project helped me in getting theoretical as well as practical knowledge. Initially, there were some discrepancies in the data but due to excellent data management in the company; it took no time to track it up

as there is a MASTER CELL maintained by every CAM which consist of updated and accurate information regarding each of his customer. It also helped in improving Communication skills as well as building up Patience as I had to manage reminding them according to their schedule because most of the time they were busy in meeting or were at plant visit or at leave. I found this work very challenging as I understood that it is not easy to convince people to get your work done. The entire process also made me learn new analytical skills, and helped me gain more knowledge about the new field of Stainless Steel which I had never explored before.

RECOMMENDATIONS

1)

No.4 finish line should be shifted from Mumbai plant to Chennai plant. As

from the data it has been analyzed that there are only 90 existing customers in Mumbai compare to 434 existing customers in Chennai. 2) From the data it can be seen that existing customers are not fully satisfied

as they are not purchasing their total consumption per month from JSSL so focus must be given on existing customers to satisfy and retain them.

3)

A new mini service centre can be set up at Bangalore where there is

already a customer base set and it would help in targeting other regions nearby. 4) As the data also shows many non existing customers in the region the

company must focus on targeting them.

BIBLIOGRAPHY
BOOKS:
Cooper R Donald and Schindler S Pamela (2006), Business Research Methods, M C Graw Hill Companies (9th edition), pg no. 54 to 66

INTERNET:
http://practicalaction.org/mapping-the-market accessed on 7 May 2012. http://tutor2u.net/blog/index.php/business-studies/comments/revision-presentationmarket-mapping accessed on 9 May 2012 http://wiki.answers.com/Q/What_is_the_definition_of_market_mapping#ixzz1uuigSws9 accessed on 9 May 2012.

http://www.steelworld.com/focus0706.pdf accessed on 10 May 2012. http://tutor2u.net/blog/index.php/business-studies/comments/market-mapping-or-notmarket-mapping accessed on 11 May 2012. http://www.orissaminerals.gov.in/Download/SteelIndustry_Scenario.pdf accessed on 12 May 2012. http://www.arcelormittal.com/stainlesseurope/stainless-europe-at-a-glance.html accessed on 15 May 2012 http://www.reap.co.za/index.php?option=com_content&view=article&id=69:marketmapping&catid=35:services&Itemid=82 accessed on 17 May 2012. http://www.market-equity.com/#/2-market-mapping/4558240074 accessed on 17 May 2012.

http://www05.abb.com/global/scot/scot227.nsf/veritydisplay/e4aa16e6ce26a980c125764 a003a8bdc/$file/abb_sis_article_machinevisionnews_vol7_2002.pdf accessed on 19 May 2012. http://www.marketmappingplus.com/mktgWithLists/targeting.html accessed on 25 June 2012.