a project report on creating brand awareness through advertisements
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“Creating brand awareness through Advertisements”At RUKMINIRAMA STEEL ROLLINGS Pvt. Ltd. Goa.
Table of Contents
Executive Summary
An Overview of the Steel Industry
o Global Scenario
o Indian Scenario
Imports and Exports
Duties and Levies
Indian Steel Rolling Scenario
Rukminirama Steel Rollings Pvt. Ltd.
o SWOT Analysis
o Manufacturing Process
o Product Range
o Marketing Department
Events Planned for Brand Awareness (Introduction to the Study)
o Correspondence with various advertising agencies
o Research & Findings of survey on Traders
o Recommendations
Annexure
o Questionnaire
o Abbreviations
o Bibliography
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Executive summary
RSRPL was incorporated in the year 1997 and Belongs to the Karthik Group of
companies, promoted by Shri B. Gopala M.E. (Metallurgy) from Indian Institute of
Science, Bangalore. The company has its registered office & rolling mill at Counclim
Goa.
The Karthik Group has a turnover of more than Rs, 250 Cr and has its presence
felt in Ferro-Alloys, Karthik Inductions and other steel related projects. Rukminirama
Steel Rollings Pvt. Ltd. RSRPL rolls these ingots into quality steel bars (CTD, TMT,
Rounds & Squares) across range of diameters from 8mm to 32mm.
Each succeeding year has witnessed an increasing demand for the company’s
product, thereby testifying its quality and stability in the market. Products have been
successfully marketed in Southern Maharastra, Districts of Belgaum, Hubli-Dharwad,
Coastal Karnataka, Old Mysore area, Bellary District and coastal Kerala. The Company
has made rapid strides in technological up gradation within a short span of time. RSRPL
is currently engaged in the manufacture of new generation steel bars called TMT
(Thermo Mechanically Treated) bars.
RSRPL is an ISO 9000 company, it is been granted by the certification company
JAS-ANZ. All employees continuously strive and are committed not only in getting the
certification but also in maintaining it.
Here at RSRPL our first job was to beat the upcoming, huge capacity competition
from Kundil Group and Goa Ispat, a conglomerate that has introduced in the market a
brand named Kamdhenu Saria. There will be huge competition as these two have come
up together with large capacities. We have a much better quality and better relationships
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“Creating brand awareness through Advertisements”At RUKMINIRAMA STEEL ROLLINGS Pvt. Ltd. Goa.
with our traders with which we will face the competition. Our foremost job would be
towards creating Brand Awareness under the name RR TURBO TMT BARS through
advertisements. Some of the major activities that we planned in order to manage in
creating brand awareness are as follows: -
Our quest in creating brand awareness began with the collection of various
advertising agencies address that are into hoardings, wall paintings, media, newspapers,
art-work (designing and developing) etc.
A survey was conducted using a structured questionnaire on traders that would
elicit the benefits they received from other manufactures and suppliers who are our
present customers. Also included was to know the influence of advertisement in creating
brand awareness. The details of the survey are given later. Later I contacted all the
agencies and briefed them about the company’s details and our requirements. The first
thing that was to be done was to get a art-work designed that would be used for hoardings
for advertisements. Regarding this quotations were got from various agencies among
which Upasana Advantage from Bangalore was selected. Three samples copies were
conceptualized and given among which one was selected. This is being painted on a
hoarding, which will be finalized when it’s ready. Its overall appearance to appeal to the
customers will grant it its prize.
Second step was to call agencies that were dealing in hoardings and pole ads.
Again corresponding with them and detailing about the company and product was done.
Quotations were received. A hoarding near Verna Industrial Estate was selected to get the
painting done on trail basis. It was booked for advance of 26400/-, painting is underway
and will be finalized once it is approved. Next was to call up agencies that were into ad
films. Quotations are being coming and yet a final selection of agency has to be made.
Another work undertaken was preparations of glow signboards and M S boards on
which our company name and product will be highlighted. These will be distributed
among the traders to be lit in their shops. M S boards will be nailed on the vehicles,
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“Creating brand awareness through Advertisements”At RUKMINIRAMA STEEL ROLLINGS Pvt. Ltd. Goa.
which will constitute our transit advertisements. Negotiations are going with Kadamba
that is Goa State Transport and KSRTC that is Karnataka State Road Transport
Corporation for transit advertisement. Soon it will be accomplished.
Basic thing was to get scribbling pads and order pads designed and printed,
around 500 in numbers. They were got done from Agadi Prints, Gadag. Which will be
distributed to all the traders in Goa, Karnataka, and southern Maharastra. T-shirts and
Caps, 1000 in numbers were ordered from Tirchur, which will carry company name,
product name were got printed. These will be given to all employees of RSRPL and to all
the labourers. Discussion to make T-shirt compulsory for one day is going on. These T-
shirts will be given to all the traders and the loaders of trucks at traders point. Designing
of new brochures is underway and it will be approved soon once it is completed.
A power point presentation is made detailing about the company and its product.
It will highlight and explain them the benefits of using RR TURBO TMT bars and the
savings in cost and material that one can benefit from using it. This work is yet to be
green signaled by our M.D. This power point presentation will be made to
Engineers
Developers
Members of COC
Major traders in the city
Contractors
Government official (Developmental Department)AN OVERVIEW OF STEEL SECTOR
Global Scenario:
In 2003 World Crude Steel output at 945 million metric tons was 6.7% more than
the previous year. (Source: IISI)
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China remained the world’s largest Crude Steel producer in 2004 also (220.12
million metric tons) followed by Japan (110.51 million metric tons) and USA
(91.36 million metric tons). India occupied the 8th position (31.78 million metric
tons). (Source: IISI)
USA remained the largest importer of semi-finished and finished steel products in
2002 followed by China and Germany. (Source: IISI)
Japan remained the largest exporter of semi-finished and finished steel products in
2002 followed by Russia and Ukraine. (Source: IISI)
Other significant recent developments in the global steel scenario have been:
o Under the auspices of the OECD the negotiations among the major steel
producing countries for a Steel Subsidy Agreement (SSA) continued. A
number of meetings of the Disciplines Study Group – a technical group
constituted to examine issues relating to steel capacities and marketing
distorting measures, were held in 2003 with the objective to agree on a
complete negotiating text for the SSA by the middle of 2004
o The global economy witnessed a gradual recovery from late 2003
onwards. While, the economies of USA, Japan and Europe continue on
course towards economic recovery, the growth in China has become one
of the major factors currently driving the world economy. With a projected
GDP growth of more than double of the other world economies, China has
by far become the fastest growing global economy.
o As a result of these economic developments IISI has projected an increase
by 6.2% or 53 million metric tonnes in 2004 in the global consumption of
finished steel products. IISI has split the growth into two separate areas,
China and the Rest of the World (ROW). Steel consumption in China has
been estimated to increase by 13.1% or 31 mmt in 2004.
Role of China in escalating demand of steel is paramount. China has focused all
its energies in its developmental work of its infrastructure. It’s pouring its energies to all
manufacturing sector and setting up huge bases of industries in manufacturing and
infrastructural facilities. China’s estimated demand of raw iron ore is nearly 1’00’000
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billion tonnes. It has the highest capacity of converting raw iron ore into finished steel of
more than 25000mtpa. Even then it is importing steel to meet its demand. Through India
it is importing iron ore from districts of Orissa and Karnataka. The 3 gorgeous dams that
are being raised in China will be coined as 8th wonders of the world. China is demanding
high quality steel which, local manufacturers fail to meet its requirements and many
agreements have been a failure. So the prime concern should be on quality to cater and
fructify from this mounting demand. This hyped demand for steel has placed Laxmi
Mittal in 3rd position among the richest persons in the world.
Market Scenario in INDIA:
After liberalization, there have been no shortages of iron and steel materials in the
country.
Apparent consumption of finished carbon steel increased from 14.84 Million
Tonnes in 1991-92 to 33.370 million tonnes in 2004-05.
Steel industry that was facing a recession for some time has staged a turnaround
since the beginning of 2002.
Efforts are being made to boost demand.
China has been an important export destination for Indian steel.
The steel industry is buoyant due to strong growth in demand particularly by the
demand for steel in China.
Demand - Availability Projection
Demand – Availability of iron and steel in the country is projected by Ministry of
Steel annually.
Gaps in Availability are met mostly through imports.
Interface with consumers by way of Steel Consumer Council exists, which is
conducted on regular basis.
Interface helps in redressing availability problems, complaints related to quality.
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Pricing & Distribution
Price regulation of iron & steel was abolished on 16.1.1992.
Distribution controls on iron & steel removed except 5 priority sectors, viz.
Defence, Railways, Small Scale Industries Corporations, Exporters of
Engineering Goods and North Eastern Region.
Allocation to priority sectors is made by Ministry of Steel.
Government has no control over prices of iron & steel.
Open market prices are generally on rise.
Price increases of late have taken place mostly in long products than flat products.
Production in India: Steel industry was delicensed and decontrolled in 1991 & 1992 respectively.
India is the 8th largest crude steel producer of steel in the world.
In 2004-05, production of finished carbon steel was 38.385 Million Tonnes.
Pig Iron production in 2004-05 was 3.171 Million Tonnes.
The share of Main Producers (i.e. SAIL, RINL, TISCO) and secondary producers
in the total production of finished (Carbon) steel was 40% and 60% respectively
during the year 2004-05.
Finished Carbon Steel Production:
The total production of finished carbon steel in the country has been 30.11 million
tonnes in 2001-02 as compared to 14.33 million tonnes in 1991-92, indicating an increase
of 110.12%. The high share of the secondary sector in finished steel production is largely
due to substantial supplies of semis, which forms the basic feed material for the main
producers for conversion to needed shapes by rolling.
PRODUCTION OF FINISHED CARBON STEEL (In million tonnes)
Year MainProducers
SecondaryProducers
GrandTotal
% of share ofSecondary Producers
1991-92 7.96 6.37 14.33 14.5%
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1992-93 8.41 6.79 15.20 44.7%
1993-94 8.77 6.43 15.20 42.3%
1994-95 9.57 8.25 17.82 46.3%
1995-96 10.59 10.81 21.40 50.6%
1996-97 10.54 12.18 22.72 53.6%
1997-98 10.44 12.93 23.37 55.32%
1998-99 9.86 13.24 23.82 57.32%
1999-2000 11.20 15.51 26.71 58.07%
2000-2001 12.51 17.19 29.7 57.88%
2001-2002 13.05 17.58 30.63 57.4 %
2002-2003 14.39 19.28 33.67 57.27 %
2003-04 15.19 21.00 36.19 58.03 %
2004-05 (Apr-Jan) 12.76 18.85 31.61 59.63 %
Imports of Iron & Steel
Iron & Steel are freely importable as per the extant policy.
India has been importing around 1.5 Million Tonnes of steel annually.
IMPORT OF IRON AND STEEL (In 000 tonnes)
Year Pig Iron SteelTOTAL (CARBON)
Total Value(Pig Iron + Steel)
(Rs. In Crores)
1991-92 152 1043 1441.32
1992-93 73 1115 1676.00
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1993-94 21 1153 1613.00
1994-95 1 1936 2536.00
1995-96 8 1864 3181.00
1996-97 15 1822 3053.00
1997-98 3 1815 2904
1998-99 2 1637 N.A.
1999-2000 3 2200 N.A.
2000-2001 2 1632 N.A.
2001-2002 2 1375 N.A.
2002-2003 1 1510 N.A.
2003-04 2 1650 .N.A.
2004-05 (Apr-Jan) 7 1650 N.A.
Exports of Iron & Steel
Iron & Steel are freely exportable.
Advance Licensing Scheme allows duty free import of raw materials for
exports.
Duty Entitlement Pass Book Scheme (DEPB) introduced to facilitate
exports. Under this scheme exporters on the basis of notified entitlement
rates, are granted due credits which would entitle them to import duty free
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goods. The DEPB scheme was temporarily suspended from 27th March
2004 to 12 July 2004 for export of steel items. The Scheme has since been
restarted. The DEPB rates have also been substantially reduced.
EXPORT OF IRON AND STEEL (In 000 Tonnes)
Year Pig Iron Semis FinishedCarbon Steel
TotalSteel
Total Value(Rs. Crores)
1991-92 - 5 368 373 283
1992-93 16 154 741 895 708
1993-94 620 585 1020 1605 1678
1994-95 466 399 873 1272 1438
1995-96 502 395 925 1320 1939
1996-97 451 300 1622 1922 2231
1997-98 785 503 1880 2383 2512
1998-99 281 174 1770 1944 N.A.
1999-2000 290 328 2670 2998 N.A.
2000-2001 230 195 2805 3000 N.A.
2001-2002 242 270 2730 3000 N.A.
2002-2003 629 460 4506 4966 N.A.
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2003-04 576 701 5221 5922 N.A.
2004-05 (Apr-Jan) 132 183 2925 3108 N.A.
Although India started exporting steel way back in 1964, exports were not regulated and
depended largely on domestic surpluses. However, in the years following economic
liberalisation, export of steel recorded a quantum jump.
Duties & Levies on Iron & Steel:
Customs Duty
The customs duty on items falling under Chapter 72 has been reduced sharply
during the last five years. The customs duty on non-alloy steel and alloy steel was
brought down to the level of 5% and 15% respectively in 2004-05. In the Union Budget
2005-06 customs duty on alloy steel has been further brought down to 10%. Currently
the customs duty on prime non-alloy steel and prime alloy steel is 5% and 10%
respectively. The peak rate of customs duty on Chapter 72 items was brought down from
40% to 20% w.e.f. 1.1.2005, as a result the customs duty on seconds and defectives also
stands reduced from 40% to 20%. In the Union Budget 2003-04 customs duty on
refractory and refractory making raw materials have also been reduced to 10%. Some of
the other changes made during the last one year in the structure of customs duty on items
falling under Chapter 72 are as follows:
I. Customs duty on melting scrap reduced from 5% to Zero.
II. Customs duty on ships for breaking reduced from 15% to 5%.
III. Customs duty on steel making raw materials like non coking coal, met coke
and charged nickel have been reduced to 5%.
IV. Customs Duty on seconds & defectives has been reduced from 40% to 20%
w.e.f.1.1.2005.
V. Customs Duty on alloy steel and Ferro alloys reduced from 15% to 10% in
General Budget 2005-06.
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VI. Customs Duty on refractories (6902 & 6903) and refractory making inputs
reduced to 10% in the General Budget 2005-06.
Excise Duty:
Excise Duty on steel hike from 12% to 16% in the General Budget 2005-06.
Levies on Iron & Steel: SDF LEVY- this was a levy started for funding modernisation, expansion and
development of steel sector.
The Fund, inter-alia, supports:
I. Capital expenditure for modernisation, rehabilitation, diversification, renewal &
replacement of Integrated Steel Plants.
II. Research & Development.
III. Rebates to SSI Corporations.
IV. Expenditure on ERU of JPC.
Indian steel rolling scenario:
The economic reforms initiated by the Government since 1991 have added
new dimensions to industrial growth in general and steel industry in particular.
Licensing requirement for capacity creation has been abolished,
except for certain locational restrictions. Steel industry has been removed from the list of
industries reserved for the public sector. Automatic approval of foreign equity
investment upto 100% is now available. Price and distribution controls have been
removed from January 1992, with a view to make the steel industry efficient and
competitive. Restrictions on external trade, both in import and export have been
removed. Import duty rates have been reduced drastically. Certain other policy
measures such as reduction in import duty of capital goods, convertibility of rupee on
trade account, permission to mobilise resources from overseas financial markets and
rationalisation of existing tax structure for a period of time have also benefited the Indian
Steel Industry.
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The New Industrial policy has opened up the iron and steel sector for private
investment by (a) removing it from the list of industries reserved for public sector and (b)
exempting it from compulsory licensing. Imports of foreign technology as well as foreign
direct investment are freely permitted up to certain limits under an automatic route.
Ministry of Steel plays the role of facilitator, providing broad directions and assistance to
new and existing steel plants, in the liberalized scenario.
There are approximately 2600 Re-rolling Mills in India out of which
approximately 1800 Re-rolling Mills are working inclusive of scrap re-rollers in India.
Out of total 1800, 1167 re-rolling mills are on the list of the Government whether States
or Central. But the rest of the mills have not been enlisted with the State Governments or
the Central Governments specially because the Governments does not provide any
facilities or benefits to Industry. The capacity of the re-rolling industry was assessed by
the then Development Commissioner for Iron & Steel in the year 1981-82 at 20 million
tones which has gone to approximately 24 million tones. As per the comprehensive
survey of Steel Re-rolling Industry Volume I, 1996 by Development Commissioner for
Iron & Steel a total of 1213 Re-rolling Mills responded to their questionnaire. The Steel
Re-rolling industry engaged in the supply of its finished products to the Government,
Semi Government and other big Projects and Housings have installed quality control
arrangements in their Mills and produce the Steel Products confirming to the relevant
standards.
This sector has to face several regulations from the Government in the shape of
Pollution Control, ESI, RPF, Central Excise Duty, Custom Duty, Auxilliary Duty, Sales
Tax, Laws under Factory Act, Trade License, Health License, Fire License etc. etc.
Regarding subsidies this area is decreasing day by day. The subsidies in Excise
Duty is more or less eliminated, so is the case of Sales Tax. Some subsidies are there for
the new units as well as for the sick units. Those are Interest Subsidy, Capital Investment
Subsidies, Stamp Duty Exemptions, and Electricity Subsidies. The industry proposes
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some of the changes, which may bring revolution in the industrial environment of India.
These may be narrated as follows:
I. The Subsidies and Benefits, which are provided to sick units, should immediately
be withdrawn as it is seen generally that none of these sick units could survive
even after several subsidies and benefits.
II. The subsidies and benefits should only be provided to the existing units, which
have never been benefited with any subsidy since its inception.
III. Finance should be provided to the existing units at the negligible rate of interest or
at the interest rate prevailing in developed countries. As the industry does not see
any benefit where existing units become sick and the new units fulfills the
vaccum under the umbrella of Incentives and Subsidies.
IV. The Government should disinvest or dispose off such Public Undertakings in
which the total accumulation of losses since their installation has gone more than
25% of the total capital investment.
The shape of Rerolling industry in Secondary Sector is very bad in comparison with
its counter parts in the world. The main reason is that Government of India has given
importance to only main steel producers specially SAIL. It never paid heed to the
requirements of the Secondary Steel Rerolling Industry.
The industry has been responding very well with the help of highly qualified
Structural Designers and the Institutions like IIT’s, Engineer Colleges, Universities etc.
Most of the steel Rerollers who consume Pencil Ingots and Billets have installed their
own quality control devices and necessary infrastructure to test chemical properties as
well as physical strength of the structurals being produced in their factories. Many of
them are on the approved list of BIS, RITES, Defence, Railways etc. etc. Many of them
feed the Indigeneous Engineering Industry like Bright Bar Manufacturers, Pipes & Tubes
Manufacturers, Rolling Shutter Manufacturers, Steel Window & Doors Manufacturers,
Wire Manufacturers, Products for Tele Communications, Transmission Towers etc. etc.
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We have the pleasure to state that 68% of the total requirement of the country is fed by
Secondary Steel Producers.
Excepting the last year, the long slump in the steel market for the previews 5 years
or so have broken the backbone of Steel Rerolling Industry, which in turn has very bad
effects on the concerned associations inclusive of SRMA. Whatever the small resources
are with SRMA it tries to spread the quality awareness among the Rerolling industry. We
at SRMA have organised several Seminars, Workshops and Dialogues with NISST
(National Institute of Secondary Steel Technology), Joint Plant Committee, Institute for
Steel Development & Growth, Small Industries Service Institute, India Society of
Engineers, Various Chambers of Commerce’s, Several Management and Metallurgical
Consultants, Indian Institute of Metal, India Chapter etc. etc. The result is very good and
our units are competing the main producers in almost all priority sectors.
In addition to the above points SRMA sought the help of the Media like you
towards the much needed labour reforms specially in the unorganised sector like
Rerolling mills with the labour employment below 500. The industry must have the right
to dismiss the inefficient, rude, or the violent workers paying their due compensation as
per the Law of the Land. The fear of unemployment can only bring smooth production in
the factories. The rate of interest by the Bankers and the Financial Institutions must not
be charged more than 3% above the interest rate which they pay to the Depositors in
average. In SRMA’s view this will not increase in such case more than 7%. The
Government should not exploit the industry in the name of Trade License, Health
License, Storage Charges, other Municipal Taxes on the basis of size of the land of the
factory and of the capital invested with the factory. The complexity of the laws and
regulations should be simple. For example while VAT is to be implemented why other
relevant taxes like CST, Excise, Auxilliary Duty, Octroi, Goods Storage Taxes,
Professional Tax etc. are allowed to remain.
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Rukminirama Steel Rolling Pvt. Ltd.
RSRPL was incorporated in the year 1997 and Belongs to the Karthik Group of
companies, promoted by Shri B. Gopala M.E. (Metallurgy) from Indian Institute of
Science, Bangalore. The company has its registered office & rolling mill at Counclim
Goa.
The Karthik Group has a turnover of more than Rs, 250 Cr and has its presence
felt in Ferro-Alloys, Karthik Inductions and other steel related projects. The group’s main
strength lies in its quality products, competitive price and the versatility and foresight of
its promoters, the Bhupal brothers who have lots of experience in steel Industry.
The Group has made immense progress by venturing into other steel related
projects in the form of Karthik Inductions Ltd., which is engaged in manufacturing of
pencil ingots. The ingots produced are high quality and they adhere to a strict Quality
Control process and the same forms as the basic raw material for its associate concern-
Rukminirama Steel Rollings Pvt. Ltd. RSRPL rolls these ingots into quality steel bars
(CTD, TMT, Rounds & Squares) across range of diameters from 8mm to 32mm.
Each succeeding year has witnessed an increasing demand for the company’s
product, thereby testifying its quality and stability in the market. Products have been
successfully marketed in Southern Maharastra, Districts of Belgaum, Hubli-Dharwad,
Coastal Karnataka, Old Mysore area, Bellary District and coastal Kerala. The Company
has made rapid strides in technological up gradation within a short span of time. RSRPL
is currently engaged in the manufacture of new generation steel bars called TMT
(Thermo Mechanically Treated) bars.
Our company has been granted the license from bureau of Indian Standard (BIS),
Mumbai to manufacture CTD/HSSD bars in the sizes 8mm to 32mm as per IS : 1786/85
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in grade. To keep up with the latest trends in technology, the company has started
manufacturing TMT bars in the grade of Fe415, Fe500 and Fe550 recently using latest
German based Evcon Turbo Technology. TMT bars, considered to be new generation
steel bars, are superior in strength, more ductile, corrosion resistant, earthquake resistant,
cost effective and easily workable at site compared to CTD/HSSD bars. Every one-meter
of the TMT bar manufactured by RSRPL carries a mark RR as a stamp of quality.
RSRPL is an ISO 9000 company, it is been granted by the certification company
JAS-ANZ. All employees continuously strive and are committed not only in getting the
certification but also in maintaining it.
RSRPL’s policy on Quality is: -
Customer Satisfaction
Continuous Technology Up-Gradation
Competitive Prices
In support of the above policy, we have defined the following Objectives: -
To adhere to strict sampling and testing of the products to reduce the customers
complaints.
To ensure timely dispatches to the customer.
To improve quality of products by up-grading technology.
To supply products to the customer at competitive prices.
To maintain volume of production by ensuring proper working practices and systems
in the mill.
To build highly motivated team to meet the challenges of the company and
competition.
SWOT analysis of RSRPL:
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Strengths
ISO 9001:2000 certified Company
ISI certification for the products
Good will with the distributors
New Evcon based Technology
Own Raw material supply chain
Quality Control Department
Company owned transportation
Weakness
No brand image
Contract labourers
Low market coverage
Non-Availability of skilled labors
Maintenance of finished products
Improper Co-ordination between
marketing and production
department
Production capacity is very less as
compare to competitors.
Opportunities
Market expansion
Growing market (increasing
demand for steel)
Expansion of product line
Increase production capacity
Collaboration with other small or
big manufacturers
Participating in contracts and other
major construction projects
Threats
Entry of National players (increase
in competition)
Change in Government rules &
regulations
Daily fluctuation of prices
RSRPL product range: -
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RR TURBO TMT Sizes: 8, 10, 12, 16, 20, 25mm.
RR CTD barsSizes: 8, 10, 12, 16, 20, 25mm
RR Round BarsSizes: 10, 12, 16mm
RR Square Bars
Sizes: 10, 12mm
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MANUFACTURING PROCESS: -
PRODUCT: CTD Bars, TMT Bars, MS Squares & Round bars.
RAW MATERIAL: M.S. Ingots / M.S. Billets
PROCESS: -
After unloading the raw materials from the truck, heat 2-3 drilled samples are
drawn from each heat number and tested for Chemical composition.
Physical inspection for dimensional conformity, slag inclusion, piping is also
carried out and the quality Ingot/Billets are separated from the defective ones.
Ingots/Billets are unloaded on to the charging platform by crane. These are then
fed through the conveyor to the mechanical pusher, which pushes Ingots/Billets into the
reheating furnace.
Reheating furnace is equipped with low air pressure (2000 mtr. /hr.) Schieldrop
burners, Air blowers, Recuperator, Oil preheating pumping unit Pt., Pt. Rh Thermocouple
and Temperature Indicator.
Ingots / Billets slowly advance in the furnace towards the Burners and are heated
upto 1150°C + 50°C by oil firing. After attaining temperature of 1100°C, material as
pulled out of the furnace manually on the discharge table and then manually fed in to the
first pass of Roughing Mill.
In the 16” roughing Mill the raw material is rolled in several passes to reduce the
size and shape of the material to the desired parameters for further rolling in 12”
intermediate Mill, the rolling form 1st stand to 2nd and 2nd to 3rd is through automatic
repeaters.
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The rolling material leaving the 16” roughing mill is cut at the front and back
ends by means of fixed type rotary shears before entering the 12” intermediate mill.
25mm CTD Bars are finished from the roughing mill. The rolling in 12”
intermediate is totally automatic. 20mm CTD bars are finished from the 2nd mill stand and
16mm CTD bars are finished from the 4th mill stand of intermediate mill. From the 12”
automatic intermediate mill, the hot material passes into the 10” finishing Mill through a
set of repeaters, guides and funnels. 12mm and 10mm CTD bars/ Rounds are finished
from 10” finishing Mill 2nd and 4th stands respectively.
From the 10” finishing mill the hot material passes on to the 10” continuous mill
through set of guides and funnels and 8mm CTD bar is finished from this mill.
From continuous mill 2nd stand, finishing mill 4th stand and finishing 4th stand and
finishing mill 2nd stand, the finished bars 8mm, 10mm, & 12mm respectively goes on to
the pinch roll through delivery pipe and cast iron funnels and then on to the Rotary shear.
Where bars, rounds and square are cut to a length of 33/44 mtrs. In the rotary shear, cut
bars moves on the cooling bed through the W-Channels.
After reaching the W-Channels of cooling bed the material is manually shifted to
cooling bed platform. From cooling bed platform, Inspection will be carried out for
section weight. Visual observation for longitudinal rib, transverse ribs and size of bars is
done.
After conforming to quality and size material is transferred to conveyer, which is
used to convey the materials to cold shear for end cutting and also to cut the material in
11 meters length for rounds CTD Bars and 5.5 meters for square bars. After cutting, it is
allowed to cool on the rail platform.
After cooling, CTD Bars are shifted to twisting machine. Here they are twisted to
the desired pitch in the twisting machine to increase the elongation strength. After which
they are bundled with the help of steel rings and a single “U” bend is done.
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From the stack, inspection will be carried out for bend test, nominal mass and
mechanical properties. After conforming the quality of finished materials are made lot
and but the Batch number and kept for storage to despatch.
Thermo Mechanically Treated (TMT) Bars. As per IS : 1786/85 and Fe-415
Special features of TMT bars:
1. Higher strength with better elongation
2. Excellent weld-ability
3. Resistance to fire hazards
4. Excellent ductility
5. Higher fatigue strength
6. Easy workability at site
7. Better bonding strength
8. Better corrosion resistance
9. Achieves better results than BIS standards
Advantages of RR TURBO TMT bars:
1. Savings upto 14-19% steel
2. Reduction in costs
3. Better safety of structures
4. Easy working at site owning to better ductility and bend-ability
5. Better corrosion resistance
6. Good weld-ability
7. Resistance to fire hazards
Comparison chart of CTD bars with RR TURBO TMT bars:
Properties CTD bars RR TURBO TMT
Strength High (normally upto grade Very high as grades of Fe-500 &
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Fe-415) Fe-550 are easily available
Elongation As per IS : 1786/85 Very high in all grades and over
achieves the elongation
requirement in the recent
amendment to IS : 1786 for
earthquake resistance
Weld-ability Preferably avoided as welded
joints are weak
Better and no loss of strength
Formability Bend 3D-5D, Re-bend 5D-
8D
Excellent due to uniform
elongation, bend 1D and re-
bending 4D
Ductility and Fatigue
strength
High Very high, most suited for
earthquake resistance structures
Fire hazards Loss of strength on
temperature rise
Negligible loss in strength upto
500 deg. C.
Corrosion resistance Scales fall down during cold
twisting
Better corrosion due to non
twisting
Work-ability Easy working at site Pre-welded meshes can be used
Overall economy Achieves better results and saves
steel
Savings in weight & cost of construction with RR-Turbo TMT bars
Characteristics CTD 415 RR-Turbo TMT500
RR TMT 550
Design Strength 415 N/sq.mm 500 N/sq MT 550 N/sq.mm
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Quantity Required 1000MT 0.854 MT 0.809 MTOver CTD 415% of Savings in weight
14.6% 19.15%
415/MT reinforcement(%) Savings in cost w.r.t CTD
Rs 986.006.8%
Rs 1,740.00 12.0%
Marketing and sales department:
The spinal chord of RSRPL is the marketing department that strives all moment to
roll out the products into the market. The elite force behind this department is committed
in completing the schedules and meeting the deadline, marketing department and other
departments of RSRPL are committed and are working towards achieving 100% growth
in the coming 2 years. Headed by Mr. Prakash and his elite personnel they have proved
that through commitment achieved results can be surpasses. They believe in building
relationships and build network. The marketing and production department mutually fix
up the production schedule. The marketing department books orders well in advance and
places accordingly with production department to meet the order. Major parts of orders
are booked over the phone and meager of part of them are booked through procedures.
Once an order is taken from a particular trader/ buyer his records are checked and if
proved satisfactory the order is booked. If the purchaser is new, he has to go through the
procedure and produce all the relevant documents if he is buying on credit.
Advance payment is pressed only to new traders or small quantity purchasers,
orders less than 1tonne are not entertained as steel prices are continuously under
fluctuations the earlier prices at the time of booking an order fixed so either parties share
equal amount of risks if prices varies.
In coming trucks in the factory premises are weighted accordingly and details are
maintained, when the material gets loaded, it is measured again and the difference will
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aggregate as the weight of the material. The material is loaded according to the daily
sales transactions are feed into a computer and annuals are maintained for audit purpose.
Marketing personnel, continuously visits the traders to maintain congenial
relationship and redress their queries. He is involved in attending to their quires and
studies the trends in the purchasing pattern of the customers. He records and maintains all
the data and produces to the marketing department who will have a discussion with the
production department and improve on the shortcomings to serve the market in a better
and improved manner.
Karthik group has its own transporting facility to meet the demand on time. Ex-
works payment terms are included in calculating the total amount else the trader sends his
own vehicle for processing the material with its own facility of transport, RSRPL claims
to meet the demand of Goa state within 5 hours from the time order is booked.
Branding is the most essential part in today’s cutthroat competition. Creating
brand awareness is the initial step in building brand. Steel being a technical product, the
onus lies on the part of the company to make people knowledgeable about the product
features, the company has to come and show itself in the public. If regular interactions
are there like- Sponsorships, Trade shows, Advertisements, Press meet, Press releases,
Charities, and Promotional campaigns- then general public will be aware of the
company’s name and likewise it will remember the product that the company propagates.
So branding is an essential part in marketing a particular product when it operates in an
oligopoly market. If it was to be a monopoly then forget branding because the only
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available product would get sold in the market at any given price. Monopoly market is in
restriction now and competition has increased manifold so to have a cut in mind of the
customer, any marketer should focus on creating brand awareness to be heard in this
crowded place of brands.
Here at RSRPL our first job was to beat the upcoming, huge capacity competition
from Kundil Group and Goa Ispat, a conglomerate that has introduced in the market a
brand named Kamdhenu Saria. There will be huge competition as these two have come
up together with large capacities. We have a much better quality and better relationships
with our traders with which we will face the competition.
Our foremost job would be towards creating Brand Awareness under the name
RR TURBO TMT BARS through advertisements. Some of the major activities that we
planned in order to manage in creating brand awareness are as follows: -
Events planned
1) Survey using questionnaire on
a) Traders: Role of traders in creating brand awareness & increasing sales.
b) End users: Buyers preferences & impact of advertisement on the purchase
of steel.
2) Presenting seminars about the company featuring benefits of using RSRPL’s RR
TURBO TMT Steel. Audience will be
Engineers
Developers
Members of COC
Major traders in the city
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Contractors
Government official (Developmental Department)
3) Designing of brochures and pamphlets.
4) Collect price list of various media and plan accordingly to the reach & visibility
Cable television.
Hoardings
Pole ads
Newspapers.
Wall paintings.
5) Make arrangements for transit advertisements
Buses-Kadamba, KSRTC etc.
Auto rickshaws- Local and major cities
Tempo’s etc
6) Sponsoring sports meet (Foot ball) in Goa & major events having lot of visibility
& reach in other cities.
7) T-shirts with company logo, made compulsory for loaders, also given to drivers,
cleaners and traders loaders etc.
8) Expand traders base to have more coverage.
Our quest in creating brand awareness began with the collection of various
advertising agencies address that are into hoardings, wall paintings, media, newspapers,
art-work (designing and developing) etc.
A survey was conducted using a structured questionnaire on traders that would
elicit the benefits they received from other manufactures and suppliers who are our
present customers. Also included was to know the influence of advertisement in creating
brand awareness. The details of the survey are given later.
Later I contacted all the agencies and briefed them about the company’s details
and our requirements. The first thing that was to be done was to get a art-work designed
that would be used for hoardings for advertisements. Regarding this quotations were got
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“Creating brand awareness through Advertisements”At RUKMINIRAMA STEEL ROLLINGS Pvt. Ltd. Goa.
from various agencies among which Upasana Advantage from Bangalore was selected.
Three samples copies were conceptualized and given among which one was selected.
This is being painted on a hoarding, which will be finalized when it’s ready. Its overall
appearance to appeal to the customers will grant it its prize.
Second step was to call agencies that were dealing in hoardings and pole ads.
Again corresponding with them and detailing about the company and product was done.
Quotations were received. A hoarding near Verna Industrial Estate was selected to get the
painting done on trail basis. It was booked for advance of 26400/-, painting is underway
and will be finalized once it is approved.
Next was to call up agencies that were into ad films. Quotations are being coming
and yet a final selection of agency has to be made.
Another work undertaken was preparations of glow signboards and M S boards on
which our company name and product will be highlighted. These will be distributed
among the traders to be lit in their shops. M S boards will be nailed on the vehicles,
which will constitute our transit advertisements. Negotiations are going with Kadamba
that is Goa State Transport and KSRTC that is Karnataka State Road Transport
Corporation for transit advertisement. Soon it will be accomplished.
Basic thing was to get scribbling pads and order pads designed and printed,
around 500 in numbers. They were got done from Agadi Prints Gadag. Which will be
distributed to all the traders in Goa, Karnataka, and southern Maharastra.
T-shirts and Caps, 1000 in numbers were ordered from Tirchur, which will carry
company name, product name were got printed. These will be given to all employees of
RSRPL and to all the labourers. Discussion to make T-shirt compulsory for one day is
going on. These T-shirts will be given to all the traders and the loaders of trucks at traders
point.
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A power point presentation is made detailing about the company and its product.
It will highlight and explain them the benefits of using RR TURBO TMT bars and the
savings in cost and material that one can benefit from using it. This work is yet to be
green signaled by our M.D. This power point presentation will be made to
Engineers
Developers
Members of COC
Major traders in the city
Contractors
Government official (Developmental Department)
Designing of new brochures is underway and it will be approved soon once it is
completed.
Research Work:
“To Study the Role of Traders and Advertisements in Marketing of Steel”
Objectives of the study:
1) To know the role of traders in pushing a particular brand.
2) To know the benefits that the manufacturer provides to the traders.
3) To study the feasibility of advertisement.
Research Methodology:
In order to achieve the above objectives the following research design was adopted
Sample profile:
Sample Size: 30 respondents
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Sample feature: 75 Traders belong to different parts of Goa & Karnataka state, so that
their role in creating brand awareness & increasing sales can be understood. Researcher
took enough care so that the sample selected was representative. The selection of the
respondent was done using convince sampling technique.
Source of data and tools for data collection:
Both primary and secondary data was used for the study; the secondary data were
collected in form of company reports, brochures, policy documents, web page content
etc. Primary data was collected using a well-structured questionnaire. The primary data
was also collected through discussion with sales & marketing department.
Data analysis:
A simple grid was prepared to collect the data provided in the completed
questionnaire. Percentages were used to analyze the data, Pie charts and Frequency charts
were used to illustrate them.
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1. Which company steel do you sell in your trading house?
The purpose to include this question is to know whether the trader is selling only
our brand or other company steel. Through this we will get to know who are our
major competitors and in what areas they are operating.
2. Which state steel is stocked more by you?
Through this we can come to know the degree of competition that is prevailing in
the market. Who are the players that are trying to woo the customers? From which ends
the players are entering
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3. Which state steel is the highly demanded in the market?
To this we can come to know the degree of awareness of the product in the
market. What is the stretch that players are having? What are the markets they are
operating in? Etc.
4. What are your sales strategies?
Through we know how the traders market the product, what are their sales
strategies? How can we help them? What assistance can be given to push the product so
that both of us can be benefited?
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5. Who are your major buyers?
With this question we will get to know where our product lies at the end. They
can be contacted directly to fetch more sales and use them to propagate our
product by giving them recognition and awards.
6. Whom do you want to target for more sales?
By this answer we will get to know whom traders want to attract for more sales,
likewise the same strategy can be used to gain more market by calling the same
clientele
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7. The bulk buyers negotiate their purchases in terms of
Through this we will get to know what are the needs of the bulk buyers, how ad
what attraction and benefits they are looking, in what way can we commit ourselves so
that we can win their confidence for a perpetual relationship.
8. Do customers prefer a particular Brand of steel?
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Through this we get to know the preferred brand in the market. Are customers
aware of the available products? Are they knowledgeable about the brands?
o If Yes, why?
This answers why a particular brand is preferred in the
market. How are customers made know about the availability of the product? What is the
basic thing that attracts customers? What is the reason that a particular brand has gained
momentum in the market?
9. Do you recommend customers for a particular brand of steel?
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Does trader plays a role in recommending a particular product, is he interested in
pushing a product, can he propagate if he is give benefits?
If yes, why?
Why is that a trader is pushing a particular product is there a genuine reason in
pushing a particular reason?
10. What benefits does the company provide to you?
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This is the focal point of our study. By this we understand why does trader pushes
a product? What at large he is receiving to propagate a product? What are the
special incentives and benefits he need so that we can have a better relationship
and market our product? What are others giving him?
11. What benefits do you provide to your customers?
How do the traders carry their business profitably? What are the benefits they
pass on to the customer that they have received from the manufacturer? Are they will to
pass? What methods and strategies they employ to clinch on to customers?
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12. Do you advertise your trading company?
With this question we would get to know whether the trader advertised his trading
house to have a name in the market and to attract customers. What are the media
through he is advertising? What is the frequency and reach he is using? Will he be
able to cove the target customers by using these tactics? Is it necessary to
advertise to have a foothold in the market?
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“Creating brand awareness through Advertisements”At RUKMINIRAMA STEEL ROLLINGS Pvt. Ltd. Goa.
13. Would you like to advertise locally with a particular company name?
Through this we will get to know whether the trader is interested to clud his
advertising strategy with ours? Is he willing to advertise with our brand? So that
both can have a large reach and publicly focus each other at large.
14. Are you willing to share the expenses of advertisements with the company?
As advertising in local area would be an expensive move for either of the parties,
are the traders willing to share expenses if their advertising is club with our
advertising. This will be only in the local area where the trader is operating.
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“Creating brand awareness through Advertisements”At RUKMINIRAMA STEEL ROLLINGS Pvt. Ltd. Goa.
Recommendations
1. Create Brand Awareness Immediately.
2. Advertise in all the prime locations of each and every city where traders are
operating.
3. Increase margins to traders, as they are the channels through which steel is sold.
4. Increase the number of company owned distribution vehicles.
5. Increase Production capacity if feasible, as competition has come up in giant size.
6. Increase traders base to have more coverage of the areas in which we are not
operating.
7. Staging of steel material in the mill has to be taken care as lots of material gets
mixed up and will consume time in dispatching.
8. Build shelters for slotting of finished steel, so that steel doesn’t catch rust during
rainy season.
9. Production and marketing should club together and schedule properly so that
there is no shortage of material when required.
10. Try to minimize labour turnover, which, is increasing.
11. Create an HR department so that labour problems can be attended professionally.
12. Arrange for traders recreation once in a year to have a congenial relationship with
them.
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