A PROJECT REPORT ON

INNOVATIVE RETAILING & WAY FORWARD

Submitted to

JSW STEEL LIMITED

SYNOPSIS

Title of the project

“INNOVATIVE RETAILING & WAY FORWARD

Objectives

1. To analyze the concept of JSW Shoppe.

2. Recommendations for effective operation of JSW Shoppe.

Methodology

Primary data

- JSW Steel limited

- Feedback from Shoppe owners

- Questionnaire

Secondary data

- Internet

Tools - questionnaire

TABLE OF CONTENT

ACKNOWLEDGEMENT

DECLARATION

SYNOPSIS

CHAPTERS

I INTRODUCTION

II RESEARCH METHODOLOGY

III RESULT DISCUSSION

IV SUMMARY OF FINDINGS

V CONCLUSION & RECOMMENDATION

VI QUESTIONNAIRE

Introduction

JSW is part of US $8billion OP JINDAL group. Under the dynamic and

visionary leadership of MR. SAJJAN JINDAL, JSW is US $ 3.7 billion

group with its presence cross various sectors- steel, energy, minerals, port

and infrastructure, cement, aluminum and IT.

JSW STEEL is the largest private steel producer in India with manufacturing

facilities in Karnataka, Maharashtra and Tamil Nadu. JSW STEEL has

established a strong presence in the global value added steel segment with

acquisition of steel mills in US and service centre in UK. JSW STEEL has

also formed a joint venture for setting up a steel plant in Georgia. It is

engaged in manufacture of flat and long products viz pellets, slabs, HR

plates/ coils/sheets, CR coils/sheets, galvanized and galvalume plain and

color coated coils/ sheets/profiles, bar, rounds and rebar’s. The product

range caters to a gamut of industries in white goods, automobiles and

construction sectors. It has largest galvanizing capacity in India and also the

largest Indian exporter of galvanized products with presence in 108

countries.

MISSION OF THE COMPANY

By 2020 the company would be producing 32million tons of steel annually

with Greenfield integrated steel plants coming up in west Bengal and

Jharkhand.

RESEARCH METHODOLGY

Any research project can adopt the following method of data collection for secondary

data:

Internet: Internet is very useful tool in the collection of data. Internet provides

different search engines through which you can get the relevant information of the

topic.

Brochures: It is a good source of data collection. Through brochures you get to

know the recent changes and developments occurred on a particular product.

The methods used for data collection for primary data are:

Questionnaire: It is one of the most versatile tools. It includes questions of

different aspects of the subject of study. It is used in cases where the subject of

study is very wide and direct observation I not possible. It requires the respondent

to answer one or other category.

Personal Interview: Personal interviews are a way to get in depth and

comprehensive information. They involve one person interviewing another person

for detail information. During the course of discussion information and facts are

gathered and in the interview the questions are predetermined but they are not

asked in a definite order.

Statistical analysis of data: Data obtained during the study was analyzed using

standard statistical methods. The data is converted into tools and presented in the

form of bar, line graphs, pie charts and interpretations are completed with the help of

tables and charts..

The sampling plan for the research project is as follows:

(i) Sampling Units:

The sampling unit for the research project is listed below:

Shoppe owners

(ii) Sampling Size:

The sampling size out of this data was collected from 16 Shoppe owners. Personal interviews yielded much better results.

RESULTS DISCUSSIONData collected from the following Shoppe owners:

Shoppe namename of d respondent

age of Shoppe location

steel business

Association with jsw

Shreeji industries ashish Mehta 8months solapur 12yrs 7yrs

yogi corporation vipul shah1yr 6months sangli 40yrs 17yrs

k d oswal dilip oswal 2yrs kolhapur 50yrs 17yrs

m s tradersPrashant choridiya 6months ahmednagar 30yrs 10yrs

jai associates girish bhantia1yr 6months ahmednagar 15yrs 13yrs

s r s industries sanjay poddar1 yr 4months tamilnadu 20yrs 6yrs

Bangalore steel distributors

Mohammad masood

1yr 1 month Bangalore 27yrs 12yrs

Raibagi steels pvt ltd prakash raibagi1yr 6months belgaun

1yr 6months

1yr 6months

steel sales and supplies gaurav laddha

1yr 7months Chennai 28yrs 8yrs

anupam sales anupam tendon1yr 2months Allahabad 30yrs 3yrs

diamond ispat pvt ltd anubhav gupta 11months lucknow 14yrs 1yrHindustan traders yogesh patel 2yrs ahmedabad 35yrs 15yrssteel trading co nilesh bhai surat 40yrs 15yrspuja ispat trading pvt ltd

pawan kumar ghiria 11months jharkhand 40yrs 11months

shree ji steels abhinav gupta1yr 8months faridabad 25yrs 15yrs

Jay hind steel syndicate mahesh patel 1yr ahmedabad 25yrs 15yrs

Feedback collected with the help of questionnaires:

Experience of Shoppe owners with JSW

31.25% 31.25%

25.00%

12.50%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

excellent good ok worst

Help to increase footfalls

68.75%

25.00%

6.25%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

agree disagree no change

Has Shoppe helped to build reputation in the

market

75.00%

25.00%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

yes no

Sales level

50.00%

31.25%

6.25%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

increased decreased no change

Excitement of association with JSW

50.00%

18.75%

25.00%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

increased decreased no change

Easy to convince customers

62.00%

25.00%

6.25%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

easy difficult no change

Quality of products

12.50% 12.50%

25.00%

37.50%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

excellent good average worst

Availability of material

6.25%

37.50%

43.75%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

50.00%

good satisfactory worst

Pricing

18.75%

25.00%

37.50%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

better than competition higher than competition competitive

Marketing & promotion activities

6.25%

81.25%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

good poor

Response from JSW head office/regional

office/branch office

50.00%

31.25%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

good poor

Suggestions given by the Shoppe owners

• Improve supply of the products such as HR as hr

is still supplied to its assigned dealers only and

not to the Shoppe owners.

• PPGI should be supplied directly to the Shoppe

owner as the service provider is harassing the

Shoppe owners and supplying them the product

even after the payment ha been made.

• Product packaging and marking of thickness of

the product has to be improved.

• Educate engineers related to products such as

wire rod and TMT, as they can then suggest the

Laymen about JSW products and this would lead to

boost sales in particular areas.

• Seminars about products to inform people and

industry buyers the features of the products and

also to establish the JSW brand in the market.

SUMMARY OF FINDINGS

From the data collected and analyzed we have found out the following:

The marketing and promotional activities on the part of JSW, related

to Shoppe’s are very poor.

The availability of products is posing a problem for the Shoppe

owners. Unless timely supply of products is not ensured, dealers will

continue to be dissatisfied.

Service provider of the product PPGI (COLOUR COATED)is

harassing the Shoppe owners by delaying the supply of the product at

their Shoppe, even though the payments are made in advance.

Quality and packaging of products is also a matter of concern for the

company as it is not up to the standards (worsening), since last two

years.

Pricing of the product being high the Shoppe owners are dissatisfied

Conclusion & Recommendations

• Train employees at Shoppe: they must have complete

product knowledge of the products available in the Shoppe.

They must be provided with uniforms featuring the logo of

JSW, to create brand awareness. This will also lead to

standardization of sales pitch.

• Online ordering system: Shoppe owners should be provided

with id and password on JSW.IN so that they can log onto the

site and order the products according to their demand as this

saves time and occurrence of errors can be reduced and will

also enable them to track their orders.

MARKETING & PROMOTIONAL ACTIVITIES IN URBAN

AREAS

• Hoardings. Hoardings act as an essential tool for

promotional activity which is necessary for the company as it

guides people and makes them aware about the JSW Shoppe

present in the area near them. .

• Consumer scheme Various schemes should be launched to

benefit the customers at their bulk purchases from time to

time.

• Dealers meet at least once in 3months This is a need as it

motivates them and makes them feel important for the

organisation.

• Television advertising As visual aid is best effective tool to

create brand awareness amongst masses and it will also help

people to know about the existence of JSW Shoppe which

has all steel products under one roof.

MARKETING & PROMOTIONAL ACTIVITIES IN RURAL

AREAS

VISUAL AID IS THE BEST MEANS OF ADVERTISING IN RURAL

AREAS AS PEOPPLE IN SUCH AREAS ONLY BELIEVE WHAT THEY

SEE ACTUALLY SO WALL PAINTINGS, HAAT HANGAMA,

NUKKAD NATAK, MOBILE VAN, PERSONAL DEMONSTRATION

WOULD BE THE BEST ACTIVITIES TO PROMOTE AND CREATE A

BRAND IN THEIR MINDS.

QUESTIONNAIRE

1. JSW Shoppe Name : ______________________________________2. Name of Respondent : _____________________________________ 3. Age of Shoppe : ____________ years 4. Location : _______________________________________

Product Wise Sales

For how many years have you been in steel business? _________years

For how many years have you been associated with JSW? ___________years In few words how would you narrate your experience with JSW? ____________________________________________________________________________

What are your main line products? ___________________________________________

Express your views about the changes that you have observed before Shoppe and after Shoppe about following things

Changes Before Shoppe After ShoppeSales level

Customer footfalls

Your excitement of association with JSW.

Easy to convince customers.

HR Coil HRP CRCA / HRPO

GP GC GLP / GLC

PPGI / PPGL

TMT Wire Rod

All Companies

JSW

According to you what are the areas of improvement for JSW?

Do you have any specific suggestions for JSW?

What would you do if you were the owner of JSW to promote the Shoppe concept?

How do you foresee JSW Shoppe Concept in near future: (Tick only ONE?)a. I feel steel industry will become more structured , which will help me in

future b. I feel steel will keep selling the way it has been from yearsc. Don’t Know / Cant say

Are you happy with the Shoppe concept? _____________________

Rate 1……………………………… 101 – Dissatisfied10 – Completely satisfied

Do you sell to small OEMS also? If yes which all segments? Yes/No __________________________

Statements Agree Disagree

It has helped me in increasing footfalls

It has helped to build reputation in market

It has increased my product basket

I feel above the other traders in the market by opening JSW Shoppe.

Have you seen the facilities of JSW Steel Ltd at the following locations?A) Vijaynagar yes / noB) Tarapur yes/noC) Vasind yes/noD) Salem yes/no

What are good points you would like to mention about JSW Shoppe. (Be as specific as you can. Please use additional sheets if required)

What are the other products that they are selling from their Shoppe apart from there main line products?

What do you feel as scope of improvement in JSW Shoppe? (Be as specific and frank as you can. Please use additional sheets if required)

Is there a computer installed at your Shoppe?(if computer is at any other location please say no)

Is there a landline present at your Shoppe?(please be specific about your Shoppe) If yes landline no is

Which are the products that you are selling from your JSW Shoppe?Please specify the average sales of that particular product?PARAMETERS: SUPPLY

PRICE QUALITY MARKET POTENTIAL IN YOUR AREA

List of the products of JSW

If yes give the average sales

per month

If no please specify reasons based on above parameters or any other

HR Coil Ton

HRP Ton

CRCA/HRPO Ton

GP Ton

GC Ton

GLP/GLC Ton

PPGI/PPGL Ton

TMT Ton

Wire rod Ton