PRESENTATION OF SUMMER

INTERNSHIP PROJECT-2014
PROJECT REPORT
ON
To Analyze and Study the Market Potential for EOT Cranes
in Steel & Metal Industry in India
BY:
Sagar Pawar
MBA - Marketing
Roll No - 65
Under the guidence of
Prof. Santosh Pullewar
MBA- Marketing Department
1

Indira Institute Of Management, Pune

Date : 09/10/2014

INTRODUCTI
ON
Company name : ElectroMech Material Handling Systems, Pune.
Project Duration : 2 Months.

Established in 1979.
Today ElectroMech is the largest EOT cranes
manufacturer in India.
Wide-ranging applications in manufacturing plants and
infrastructure projects through a complete range of Hoists
and Cranes.
manufacturing plant in Pune is the largest EOT crane
manufacturing facility in India practicing international
standards of manufacturing and quality assurance.
Wide-spread network of own offices across India. With a
significant presence in more than 17 countries and
subsidiary company in Dubai, they are steadily marching
towards becoming a global brand of repute.

ABUS Kransysteme, Germany

ABUS is one of the worlds leading manufacturers of standardized

cranes and hoists. ElectroMech is sole India partner for ABUS

Stahl Craneystems, Germany

Stahl is the pioneer in EX range of hoisting equipment and its EX

products are considered the gold standard in the industry.
ElectroMech is the sole India partner for Stahl for the EX products

Zoomlion, China

Zoomlion is a $ 8 billion global company Which is among the top 5

construction equipment manufacturing companies in the world.
ElectroMech has entered into a joint venture with Zoomlion to
manufacture and sell tower cranes in the Indian market.

Cranedge

Cranedge is an ElectroMech initiative. It is a service partner for

ElectroMech and provides 24 7 services to all the cranes.

PRODUCTS

SGEOT

JIB Crane

DGEOT

Hoist

CUSTOMISED
SOLUTIONS

Stacker Crane

Tunnel Mucking Crane

OBJECTIVES

To study the market awareness for ElectroMech among steel

industry in India

Identify and define marketing opportunities & problems.

To determine how well customer needs are being met and

investigate new target markets

To identify primary competitors and pinpoint their strength

and weaknesses.

To increase the believability of promotional message among

customers.

To stay updated with changes in Clients needs and

expectations.

METHODOLOGY
DESCRIPTIVE RESEARCH :

Fact finding investigation.

Gathering data that describe events and then
organizes, tabulates, depicts, and describes the
data collection.
Graphs and charts to aid the reader in
understanding the data distribution.
The Descriptive Research will be perfect for the
purpose To study the market potential for
cranes.

DETAILED RESEARCH PROCESS :RESEARCH METHODOLOGY

Research Work :- Find out the Projects & Company In Steel & Metal Industry

Maintain Data Base

Compare with Existing list
Existing Client

New Client

Call the Concern Person

Ask for New

Project
Requirement

Ask For
Any
Expansion
Of Existing
Plant

Introduce
CRANADGE for
crane maintenance
purpose

Find out the contact details

for that Project.

Ask for
future Req &
Feedback for
Our Cranes.

Communicate with
Company and Get the
contact details of concern
person.

Ask for Technical Design or

send technical specification
Details by Mail.

Introduce our Company, Our Products & Our Best Of Customised

Solutions for Particular Project. E.g. Tunnel Mucking Crane.

Ask For New or

existing Project crane
Requirement

If any new requirement

send Technical
Specification sheet.

Send Enquiry to
Sales Team To coordinate further
with the client.

Introduce
CRANADGE for
crane maintenance
purpose

Ask for
future
Req.

Send Soft Copy of the

Company Profile with
Technical Specification and
Give the specification
details to Concern Person.

Also Send the Hard copy of

1) ElectroMech company profile
2) ABUS Product Overview
3) Our most recent newsletter, EMPOWER
4) Our service partner Cranedge Profile.

Follow up with any Requirement related to Cranes.

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RESEARCH TECHNIQUES

Survey:
A brief Telephonic Interview was conducted to
gain insights about the Steel & Metal industry
with the project managers/purchase managers of
the companies, asking about their projects and
questions related to it to generate enquires for
providing them material handling solutions.
Analysis Tools:
Microsoft office Excel 2007.

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SOURCE OF DATA COLLECTION :

Primary Data: This data was collected through telephonic

interview with purchase manager/project manager of
different companies and enquiries provided by them. The sales
team of the company also helped for finding out the market
size for the cranes.
Secondary Data: The Secondary data was gathered through
different source such as the website of company, journal,
magazines, etc. The contacts of different companies were also
collected through software named as Zoho.
Website referred:
www.domexinfo.in
www.industry-focus.net
www.justdial.com
www.fundoodata.com

12

Data Analysis
Region Wise Analysis
NORTH; 9%

EAST; 38%

SOUTH; 26%

Total Project Values

NORTH; 2773
SOUTH; 49104

WEST; 26%

EAST; 67627

WEST; 12061

Segment Wise Analysis

Steel- Product Type
Other; 18; 3%

DGEOT

SGEOT

Iron-Pelletisation; 96; 17%

Aluminium; 92; 17%

Steel; 321; 58%

15%

Hoist

Jib Crane

Gantry

0% 1% 1%

Ferro Alloy; 28; 5%

83%

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Total companies covered = 139

Existing Client = 47
New Clients = 92

Market Size OF Industry

other

steel

7%

93%

Total Market size of Cranes for

year 2014-15 is estimated to be
2200 Cr. The market size of cranes
in Steel and Metal Industry is
153.8 Cr
Segments

Amount

Steel

1,02,60,30,000

Ferro-Alloy

8,87,50,000

Aluminium

160480000

Iron-Pelletisation

20,28,20,000

Other

5,18,75,000

Wires

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CONCLUSION :-

Total Market size of Cranes for year 2014-15 is estimated

to be 2200 Cr
The market size of cranes in Steel and Metal Industry is
153.8 Cr.
companies knew ElectroMech through Magazines, Trade
Shows & Website.
The companies who have purchased from ElectroMech are
satisfied with the product.
East & south are two regions which are coming up with
highest number of projects.

15

By CNBC News, there is Growth in IIP rate (Index of

Industrial Product)
Market leaders in terms of volume in the crane
manufacturing industry.
Best Customized solution provider company.
Sending a Welcome kit to the clients.
ElectroMech is often confused with ElectroMag.
It is observed that many projects are on HOLD because of
unstable government and government policies but after
the election those projects are again started and they are
waiting for final approvals and government licences.
Eg. ArcelorMittal India, Bellary, Karnataka.
Concern Person - Raj Saxena

16

RECOMMENDATIONS:

East & South region are coming up with highest

number of projects. Eg. JAIBALAJI GROUP
Particularly South region companies/Managers are
asking to set up meetings rather than have
telephonic conversations. Eg. JSW STEEL.
TATA Steel, Jindal Steel, POSCO, JSW group &
Hindalco are big players. Ie. Direct Meetings.
need to analyze local competitors.

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77 projects are coming up in this quarter. Ref. ZOHO CRM.

About 20% cranes get replaced each year.

As far as Wire Industries are Concerned, they dont require

EOT cranes for the installation of cables like in substation etc.
They use hydraulic cranes on rent basis but they dont use EOT
or Gantry for their site work.
ElectroMech have to improve website in visible manner, to
display the photos of our latest projects covered and best
customised solutions provided. Like Kone Cranes & Anupam.
Company need to subscribe Google adds.
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ACHIEVEMENTS :-

Awarded as a Best Performer during

internship.

Got the Performance incentive.

4 leads coverted in August & September 2014.

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EVENT PARTICIPATION :-

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