Indira Institute of Management, Pune

Presentation of Summer Internship Project-2014Project reportON To Analyze and Study the Market Potential for EOT Cranes in Steel & Metal Industry in India

BY:

Sagar PawarMBA - MarketingRoll No - 65

Under the guidence ofProf. Santosh PullewarMBA- Marketing Department

Indira Institute Of Management, Pune1Date : 09/10/2014

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IntroductionCompany name : ElectroMech Material Handling Systems, Pune.Project Duration : 2 Months.

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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.

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SGEOT

DGEOT

JIB Crane

HoistProducts5

Customised Solutions

Stacker CraneTunnel Mucking Crane6

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.

Objectives7

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.

Methodology

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DETAILED RESEARCH PROCESS :-Existing ClientCall the Concern PersonAsk for New ProjectRequirement Ask For Any Expansion Of Existing PlantIntroduce CRANADGE for crane maintenance purposeAsk for future Req & Feedback for Our Cranes.New ClientFind out the contact details for that Project.Communicate with Company and Get the contact details of concern person.

RESEARCH METHODOLOGY

Maintain Data BaseCompare with Existing list

Research Work :- Find out the Projects & Company In Steel & Metal Industry9

Ask for Technical Design or send technical specification Details by Mail.If any new requirement send Technical Specification sheet.

Send Soft Copy of the Company Profile with Technical Specification and Give the specification details to Concern Person.

Send Enquiry to Sales Team To co-ordinate further with the client. Also Send the Hard copy of1) ElectroMech company profile) ABUS Product Overview) Our most recent newsletter, EMPOWER) Our service partner Cranedge Profile.

Follow up with any Requirement related to Cranes.

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 Introduce CRANADGE for crane maintenance purpose

Ask for future Req.

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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.

RESEARCH TECHNIQUES11

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.inwww.industry-focus.netwww.justdial.comwww.fundoodata.com

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Data Analysis13

Total companies covered = 139Existing Client = 47New Clients = 92Total 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 CrSegments Amount Steel1,02,60,30,000Ferro-Alloy8,87,50,000Aluminium160480000Iron-Pelletisation20,28,20,000Other5,18,75,000Wires0

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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.

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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

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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.18

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 :-20

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