CHAPTER-1CHAPTER-1

EXECUTIVE SUMMERY

1

EXUECUTIVE SUMMARY

Silverbright private Ltd. company manufactures bright steel bars from carbon

steel and ERW/CEW Precision Steel tubes. The company has grown to become a leading

supplier of bright bars to over 300 customers and OEM manufacturers Company employ

nearly 100 associates.

With company core values like business integrity and high ethical standards,

quality manufacturing, and exceptional customer service company have successfully

penetrated the market and established a benchmark that others.

In this study I tried to learn all factors which contribute for Industrial marketing,

with the help of Silverbright. The title is my project is “A STUDY TO ANALYZE THE

POTENTIAL OF PRODUCT OF SILVERBRIGHT”.

The ultimate goal behind undertaking this project work is know about the current

situation of ERW, CRW steel Tube & Bright bar in the market and various others aspects

to increase sell of the product. This Project will help Silverbright to know potential of

Silverbright product how to overcome the bottleneck.

In my project Data were collected by visiting more than 100 customers in Pune

(Chinchwad, Chakan & Mahalunge). The study was undertaken during the period of from

1st June to 31th July 2010

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This report comprise of the following sections:

Induction about Topic.

Research Methodology.

Details of products.

Data Analysis & Interpretation.

Findings & Suggestion.

Conclusion of this project.

The project is conducted to identify the scope of market and the sale of the company’s

products (ERW, CRW, and Bright bar) and customer’s satisfaction survey.

In that I took interview through structure questions and some time telephonic

interview also. I took 100 sample sizes. This research done in the pune city

(Chinchwad,Chakan & Mahalunge).

The research and survey is completed and is being submitted in the company to

review the details submitted by me in my report to further steps in this regard.

My Study will definitely enhance the sale. The company will withstand in the market

firm.

3

CHAPTER-2CHAPTER-2

COMPANY PROFILECOMPANY PROFILE

COMPANY PROFILE

4

Name of organization

# Address: #

plot no.67- A,

Block D2, M.I.D.C.,

Chinchwad

Pune -411019

Vision and Mission of the organization

1) Vision:

“To be a world-class manufacturer of Precision ERW Steel Tube and Bright Steel Bars.”

2) Mission:

“To achieve this vision, we dedicated ourselves in strategic implementation, excellent

quality and customer service.”

Silver Bright is a SME engaged in the manufacture of Precision Drawn Bright Steel Bars

5

and ERW/CEW Tubes. The company has seen 35 summers and has painstakingly built a

reputation that is the envy of every competitor It is located in Chinchwad, Pune, that is

often quoted to be the "Detroit of the East"

Historical Background of the organization

Silverbright was established in 1974 and manufactures bright steel bars from carbon steel

and ERW/CEW Precision Steel tubes.  

In fact, we setup the first facility to manufacture precision drawn bright steel bars in

Pune, way back in 1974.   The last 30 years has seen us growing from strength to

strength.   

The ERW/CEW Precision Steel tube plant opened in 2006 and is again the first and only

facility of its kind in the Pimpri-Chinchwad industrial belt.

The company has grown to become a leading supplier of bright bars to over 300

customers and OEM manufacturers.  We employ nearly 100 associates.

With our core values like business integrity and high ethical standards, quality

manufacturing, and exceptional customer service we have successfully penetrated the

market and established a benchmark that others vie for.  

One of our greatest strength is the quality of our people.   We support and encourage,

stimulate and challenge.  Our people are our culture.

Management Team:

Mr. Subhash P Shah

Mr. Subhash P Shah is currently Chief Executive Officer of Silver Bright.  He is the co-

founder of Silver Bright and started the firm in 1974.   Currently, he is responsible for

developing the long term strategy of the group and mentoring key managers.

6

Mrs. Reshma S Shah

Mrs. Reshma S Shah is currently Chief Operating Officer of Silver Bright.  She was

previously involved with production and maintenance..

Mr. Nihar S Shah            

Mr. Nihar S Shah is the Director, Business Development and Finance of Silver Bright

and has global experience in steel and high tech industries.  He was previously the Sr.

Manager at Microsoft Corporation.

Mr. Neeraj S Shah

Mr. Neeraj S Shah Director, Production and Process Improvement have extensive

experience in engineering, manufacturing and general management.  He has also served

as Managing Director of a US based technology firm

7

Different department of the organization:

Bright Steel Bars Department

8

Grade Section Size

Mild Steel Round 5 mm TO 52 mm

Carbon Steel (EN-

8,EN8D,C40,C45)

Hexagon 13mm to 27mm

Special Steel Quality

(SAE1010,SAE1008)

Round 5 mm to 12 mm

Quality control Department for Bright Steel Bars:

Raw Material Inspection:

Chemical and Mechanical Properties

Surface Quality

In Process Inspection:

Dimensional properties such as tolerance, length, Straightness.

In process mechanical properties such as tensile, elongation, yield, reduction of

area and hardness at core.

Surface finish.

9

Finished Good Inspection:

Surface finish

Final mechanical properties.

Mercury contamination micro and macro properties, inter granular and corrosion

properties

Packing color coding and marking

 

Precision ERW Steel Tubes Department

Shape Thickness Size

Round

0.60 to 3.00 mm 15.88 to 63.50 mm

Square

0.60 to 2.50 mm 12.7 to 50 mm

Rectangular

0.60 to 2.03 mm 20 X 30 to 40 X 60 mm

Elliptical 0.60 to 2.03 mm 33 X 24 mm

10

Manufacturing Department for process of ERW Steel Tubes:

Tubes are manufactured from steel strips, slit from Cold Rolled Low Carbon

Steel coils. The strip passes through a series of drive forming and fin rolls and takes the

required circular shape and is welded continuously by passage of an electric current of

high frequency i.e. 4, 50, 000 cycles/second across the abutting edges.

The tubes thus formed and welded pass through the sizing sections where

dimensional deviations if any are corrected before the tubes are cut into required length

by automatic cutting machines. The tubes are then end debarred. Thereafter protective

surface finishing operations such as varnishing is done as per specific requirement. The

tubes are offered as plain, beveled, threaded ends or with flanges.

11

Sequence details as follows:

 

Slitting: HR Coils are slitted to predetermined widths for each size of tube.

Uncoiling, End Shearing And Welding: Slitted coil is uncoiled at the entry of

ERW mill and the ends are sheared and welded one after another to make it a

single endless strip.

Forming: Slitted coils are initially formed into U shape and then into a cylindrical

shape with open edges using a series of forming rolls.

Welding: The open edges are heated to the forging temperature through high

frequency low voltage high current and press welded by forge rolls making perfect

and strong but weld without filler materials

Debeading: Debeading weld flash on top and inside (if needed) through carbide

tools.

Seam Annealing: Whenever required, welding portion and heat affected zone is

put to normalizing and then cooled down in air cooling bed.

Sizing: After water quenching, slight reduction is applied to tubes with sizing

rolls to give them desired accurate outside diameter.

Cutting: Precision tubes are cut to required lengths by flying cut off disc/saw

cutter.

End Facing And Beveling: The precision tubes ends are faced and beveled by the

end facer. All the processes are continuous with auto arrangements. These plain

ended tubes go for further processing as per the customer need like galvanizing,

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threading, black varnishing etc.

Quality Control for Precision ERW Steel Tubes:

Raw material of the right grade is ordered directly from Ispat or Essar Steel.

The slit coils are inspected and inward report generated

Online non-destructive testing will be setup soon

Our QA team tests for tensile, yield, flattening, hardness and elongation in our in-

house laboratory.  This is carried out in real time and necessary corrective action

(if any) is taken

Every tube is individually inspected and dipped in high grade oil to prevent

rusting.  Batches are formed.  Each batch has a stacking report, consisting of

mechanical, physical and chemical properties

Pre-dispatch inspection completes the quality loop

Company manufacture to various IS, JIS, BS, ASTM, & DIN

13

Different product profile of the organization:

Product list:

The most basic tool is product which includes product design, quality, feature branding

and packing.

In marketing a product is anything that can be offered to a market that might satisfy a

want or need.

Segmentation of Product of Silverbright:

For Bright Steel Bars.

Bending Purpose Carbon % Manganese %

IS 7887

SAE 1010

0.10 Max

0. 080- 0.13

0.70 Max

0.30 -0.60

14

Machining Carbon % Manganese %

IS 2062

SAE 1018

EN 32B

EN 8 D

0.23 Max

0. 15- 0.20

0.10-0.18

0.39 Max

1.50 Max

0.60 -0.90

0.60-1.00

0.84Max

For Precision ERW steel Tubes:

Dimensions Thk -> 0.60 0.80 0.90 1.02 1.22 1.63 2.03 2.50 3.00 3.25 3.50

15

Outer

Diameter15.88 Y Y Y Y Y Y Y Y

19.05 Y Y Y Y Y Y Y Y

22.23 Y Y Y Y Y Y Y Y Y

25.40 Y Y Y Y Y Y Y Y Y Y

28.58 Y Y Y Y Y Y Y Y Y Y Y

31.75 Y Y Y Y Y Y Y Y Y

34.93 Y Y Y Y Y Y Y Y Y

38.10 Y Y Y Y Y Y Y Y Y

44.45 Y Y Y Y Y Y Y Y Y

50.80 Y Y Y Y Y Y Y Y Y

63.50 Y Y Y Y Y Y Y Y

Dimensions Thk -> 0.60 0.80 0.90 1.02 1.22 1.63 2.03 2.50 3.00 3.25 3.50

12.7 X 12.7 Y Y Y Y Y Y Y Y

15 X 15 Y Y Y Y Y Y Y Y

20 X 20 Y Y Y Y Y Y Y Y Y

25 X 25 Y Y Y Y Y Y Y Y Y Y

Square 30 X 30 Y Y Y Y Y Y Y Y Y Y Y

40 X 40 Y Y Y Y Y Y Y Y Y

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50 X 50 Y Y Y Y Y Y Y Y Y

20 X 30 Y Y Y Y Y Y Y Y Y Y Y

20 X 40 Y Y Y Y Y Y Y Y Y Y

Rectangular 25 X 50 Y Y Y Y Y Y Y Y Y

30 X60 Y Y Y Y Y Y Y Y Y

40X 60 Y

Elliptical Y Y Y Y Y Y Y Y Y Y Y

We currently sell to over 300+ industries around the world.

 

Tata Motors

Bajaj Auto

Thermax

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Force Motors

Kinetic

Kirloskar Group

Godrej

Piaggio

   

Automotive applications

Chassis handle bars, seat frames, stands, front and rear guards, steering columns, gear

shaft, swing arm, etc.

Household and office furniture

Dining tables, computer tables, office chairs, cupboards, garden furniture and kitchen

trolleys require our precision tubes.

Infrastructure and construction industries

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Railings, guide rails, scaffolding, building balconies, etc. These applications also require

our products in a large way.

19

CHAPTER-3

OBJECTIVES OF THE STUDY

OBECTIVE OF THE STUDY

Introduction

Industrial Marketing :

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Industrial Marketing is also known as Business-to-Business (B2B) and

Organization Marketing.

The industrial marketing involves creating and management of mutually

beneficial relationship between organization suppliers and organizational

customers.

Customer can be private firm, public agency, or nonprofit organization.

Taking a more deliberate, planning and long- term approach to build product

awareness and company reputation, is the key to making for industrial and

business-to-business companies.

The technical characteristics of the product are important.

The customer is an organization rather than an individual consumer, or family.

Marketing of goods and services that business and organizations buy for purposes

other than personal consumption.

Various industrial involved in the industrial marketing.

Manufacture

Wholesaler

Retailer

Government agencies

Hospitals

universities

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Various classes of Industrial Goods and Services:

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Industrial Goods and Services:

Firm in Production Chain:

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Industrial Goods Industrial Services

Support ServiceProduction Goods

Materials, Nut, BoltsComponent parts

Production Goods

E.g. Automobile Component

E.g. Shafts, Body Chassis Handle, Shock Absorber

Row Material Extraction

Material Processing

Objectives

The objective of the research study is to know about the maximum information about

the organization. The study includes the information about products of company,

there requirement in the market, quality, quantity etc…

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Manufacturing parts /sub assembling

Assembling

Distribution

Wholesaler/Retailer Trade

Facilitators

Final consumer

The main objective of the study is analyzing the potential of product of company.

Some of the objectives can be pointed out as.

1) To determine the market potential of ERW, CRW steel tube & Bright bar

2) To find the competitors & their current position in market

3) To find out the customers quarries

4) To find out which Steps should be and what changes are required for company’s

progress.

5) To do research for Silverbright, to expand the business.

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CHAPTER-4

RESEARCH

METHODOLOGY

RESEARCH METHODOLOGY:

Research methodology is a way to systematically solve the research problem. It

can be understood as a science of studying how research is done scientifically. It takes

many dimensions and research methods to constitute a part of the research methodology.

Thus when we talk of research methodology, we not only talk of the research methods but

also consider the logic behind the methods used in context of the research study in such a

26

way that results are capable of being evaluated either by the researcher himself or by

others. Under this head, the methods and techniques used in preparing this report are

discussed.

Research Process

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Formulating the Research Objectives

Research Plan Design

Determining the sources of Data

Designing research instrument

Determining Sampling plan

Data Collection

Processing and analyzing the data

Preparation of Research Report and presentation

Research Design & Methodology

Information Need Felt:

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Company has good position in market but there is irregular demand from market for some

products therefore to overcome this problem & for the improvement in demand & also to

stand in market and by analyzing the potential of the product in market.

Define Research Objective:

The research objective was to analyze the potential of the product in market of

SILVERBRIGHT in Pune region for expanding the business.

Prepare Research Design:

A preliminary study was first carried out in order to create a database of

Companies involved in automobile spare parts supplier in Pune region. It involved

collection of database from web and Industrial Directories. A compilation of the relevant

data for preparing a database and an analysis of the data in order to shortlist an

appropriate sample for the purpose of research.

Design Research Methodology:

The research design, which I used for my project, is the descriptive one .reason

behind descriptive research is it useful to find the perception of consumer. It is helpful for

to find answer of questions relating to ‘who, what, when, where how’ etc.

Questionnaire Design:

The questionnaire was designed in order to meet all the primary and secondary

objectives of the study

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Sampling Design

Sample Technique:

I have chosen probability sampling method. In probability sampling method I have

chosen randomly sampling.

Sampling Universe:

Sampling universe was approximately 100 Companies. It was based on the objective of

the company.

Sampling Unit:

Sampling unit for my study was Chakan, Mahalung & Chinchwad

Sampling Size:

Sampling size is around 100 companies those are using product of ERW, CRW & Bright

bar.

Data Details:

Primary Data:

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Primary data has collected with the help of structured question (Instrument of data

collection) it was designed with the help of manager. And I went through the following

way to get this information..

Collect data from various areas.

1. Meeting with clients.

2. Collected data on the basic of structure questions.

3. Telephonic interviews

Secondary Data:

Secondary data is that type of data, which is already collected, available, analyzed or

assembled by someone else. These types of data were

a) Company website

b) Product profile (Research done by firm)

Report Writing and Presentation:

After analysis, the next step was the preparation of report. The report was

prepared according to the report writing principles. The inferences drawn from the

31

analysis have been incorporated in the report along with the recommendations &

limitations of the study.

Analysis scheme for research:

The OEM’s & mechanical equipment manufacturers and suppliers were contacted

and interacted through questionnaire and primary data was collected. The collected data

was interpreted and presented with the help of tabulation and graphical presentation. The

interpreted information was analysed for the valuation of particular entity for whole

information. Analytical method of analysis was used for the study.

32

CHAPTER-5

DATA ANALYSIS

33

DATA ANALYSIS

1) Requirement of the product by the customers:

Table No.1) Requirement of the product by the customers:

Materials Percentage %

CRW 63 %

ERW 13 %

Bright bar 24 %

Chart No 1) Requirement of the product by the customers:

24%

63%

13%

Requirement

Bright barCRWERW

Interpretation:

As from the customers point of view the major utilization of CRW i.e. 63% than of ERW

& Bright bar. Customer’s requirement towards the ERW product is 13% and bright bar is

24%.

2) Customer requirement about the product shapes (Tube)

34

Table No.2) Customer requirement about the product shapes (Tube)

Shape of tube Requirement %

Square 23 %

Round 48 %

Rectangle 20%

Elliptical 9 %

Chart No.2) Customer requirement about the product shapes (Tube)

23%

48%

20%

9%

Requirement %

SquareRoundRectangalElliptical

Interpretation:

The requirement of round shape by customer is 48 %. But some companies required the

Rectangular (20 %) & Squire shape (23 %). The requirement of elliptical shape is very

less i.e. 9 % only.

3) Monthly Requirement

35

Table No.3) Monthly requirement

Monthly Requirements ERW CRW Bright bar

0 to 5 11 22 15

5 to 10 15 15 26

10- More 17 10 10

Not predictable 22 10 14

Chart No.3) Monthly Requirement

0 to 5 tons 5 to 10 tons 10- more tons Not Predicted0

2

4

6

8

10

12

14

16

18

20

ERWCRWBrightbar

Interpretation: Monthly requirement (0-5 and 5-10) tons of ERW and bright bar is 10-16

and CRW requirement is more than 15 to (0-10) but monthly requirement is ERW &

Bright bar is not predictable.

4) Major competitors in the market

Table No.4) Major competitors in the market

36

Companies Awareness Percentage

Bhushan steel 72 72%

Surya steel 45 45%

Jindal steel 69 69%

Laxmi steel 37 37%

Chart No 4) Major competitors in the market

Bhushan steel Surya steel Jindal steel Laxmi steel0

10

20

30

40

50

60

70

80

Competitors

Awareness

Interpretation:

Bhushan steel is the major competitor of the company. Customer awareness of Bhushan

Steel is 72%. And other major competitors are Surya steel, Jindal steel, Laxmi steel.

Which with Silverbright covers the major share in the market?

5) Why do prefer Silverbright product?

Quality 50

37

Price 22

Product features 17

Services 11

Chart No.5) Why do prefer Silverbright product?

Quality Price Product features Service0

10

20

30

40

50

60

No of customer

No of customer

Interpretation:

There are 50 % of the customers are satisfied with quality of the product while 22 % of

the price of the product.

6) Customer feedback about Product quality:

Table No.6) Customer feedback about Product quality

38

Quality No. of Customer

Poor 13

Average 25

Good 48

Excellent 14

Chat No.6) Customer feedback about Product quality

13%

25%

48%

14%

Customer perception

PoorAverageGoodExcellent

Interpretation:

There is 62 % of the customer satisfied with the quality of the product but still 13 % of

customer is not satisfied with company’s product quality.

7) Satisfaction of customer towards existing products

Table No. 7) Satisfaction of customer towards existing products

39

Response No. of Customer

Yes 72

No 28

Chart No.7) Satisfaction of customer towards existing products

72%

28%

No. of customer

YesNo

Interpretation:

There are 72% customers satisfied with existing of product but there is still 28 % are not

satisfied

8) Price Satisfaction by customers towards Products:

Table No. 8) Price Satisfaction by customers towards Products

40

Response No. of Customer Percentage

Yes 60 60%

No

Satisfactory

25

15

25%

15%

Customer No.8) Price Satisfaction by customers towards Products

60%

25%

15%

No. of customer

YesNoSatisfactory

Interpretation:

Majority of customers i.e.60 % are totally satisfied with price and 15 % are partially

satisfied. And remaining are i.e. 25 % are not satisfied.

9) Satisfaction with the service given by companies

Table No 9) Satisfaction with the service given by companies

Response No. of Customer Percentage

41

Yes 41 41%

No 59 59%

Chart No.9) Satisfaction with the service given by companies

Yes41%

No59%

No. of customer

Interpretation:

More than average of customers is not satisfied with services given by the company i.e.

59% and 41 % of customers are satisfied.

10) Customer perception towards to company

Table no. 10) Customer perception towards to company

Changes Response

Quality 10

42

Price 34

Service 12

Sales after service 28

Other need 16

Chart No.10) Customer perception towards to company

10%

34%

12%

28%

16%

Responces

QualitypriceServiceSales after ServiceOther need

Interpretation: As per Customers suggestions there are 34 % of people want changes in

price and 28 % want changes in Sales after services.

43

CHAPTER-6

CONCLUSION CONCLUSION

44

Conclusion

Company has great demand in the market because many companies are using the ERW,

CRW & Bright bar product. So company has great potential of the product, but Company

has good position in market, and company providing ERW, CRW and bright bars with

good quality in market. But

Due to in sufficient staff and sales executives there is no smooth supply

and advertising

Therefore company has to follow the JIT (Just in time technique) and

appoint sales executives for advertising.

Company has to adopt the modern technologies for better development

internal and external environment like (online treading, use catalogue).

Also increase the manufacturing machine and equipments for increasing

the various types of product, for expanding the business.

Company has to focus on cost of product and services of the product.

45

CHAPTER-7CHAPTER-7

FINDINGS & & SUGGESTIONS SUGGESTIONS

46

Findings

1. As from the customers point of view the major utilization of CRW i.e. 63% than

of ERW & Bright bar. Customer’s requirement towards the ERW product is 13%

and bright bar is 24%. (Refer Table No.1 Page no. 33)

2. The requirement of round shape by customer is 48 %. But some companies

required the Rectangular (20 %) & Squire shape (23 %). The requirement of

elliptical shape is very less i.e. 9 % only.

3. Monthly requirement (0-5 and 5-10) tons of ERW and bright bar is 10-16 and

CRW requirement is more than 15 to (0-10) but monthly requirement is ERW &

Bright bar is not predictable.

4. Bhushan steel is the major competitor of the company. Customer awareness of

Bhushan Steel is 72%. And other major competitors are Surya steel, Jindal steel,

Laxmi steel. Which with Silverbright covers the major share in the market.

(Refer Table No.4 Page no. 36)

5. There are 50 % of the customers are satisfied with quality of the product while 22

% of the price of the product.

6. There is 62 % of the customer satisfied with the quality of the product but still 13

% of customer is not satisfied with company’s product quality.

7. There are 72% customers satisfied with existing of product but there is still 28%

are not satisfied.

8. Majority of customers i.e.60 % are totally satisfied with price and 15 % are

partially satisfied. And remaining are i.e. 25 % are not satisfied.

47

9. More than average of customers is not satisfied with services given by the

company i.e. 59% and 41 % of customers are satisfied.

(Refer Table No.9 Page no. 41)

10. As per Customers suggestions there are 34 % of people want changes in price and

28 % want changes in Sales after services.

(Refer Table No.10 Page no. 42)

48

Suggestions

1) Company should concentrate to increase the availability of ERW & Bright bar

product in various size and shapes for increase the demand of ERW

2) Companies market position is good but there are two more companies in

market in strong position therefore to increase more awareness about

Silverbright product by the promotional scheme, and direct-marketing, and

improvement in strategies of marketing.

3) Company has to take seriously the customer problems and add some staff in

company, and improve their skill for increase satisfactory level of customer.

4) Company has to improve the services by good packaging availability and

delivery of the product on time. And increase the new varieties of existing

product

5) Maintain the price of product according to the competitors, and adopts new

methods like e-commerce for trading and expanding business.

49

CHAPTER-8

LIMITATIONS

50

Limitation

There has some limitation while doing these project. These are following

Geographical limitation:-

I Did my project in Chakan, Mahalunge & Chinchwad area. Area was very small

as compare to pune city.

Functional Limitation

This project has some time limit. I have only 2 months to do project so time is

less.

Sample:-

Sample size is only 100 companies.

So this is a limitation of this project in silverbright.

51

CHAPTER-9CHAPTER-9

BIBLIOGRAPHYBIBLIOGRAPHY

52

Bibliography

Books:

1. Market Research (c.k kothari)

2. Marketing: (Philip Kotler)

3. Industrial Marketing :- Milind T.Phadtare

Sites:-

1. www.silverbright.in

53

ANNEXURE

54

Annexure:

1) Which kind of product you required more?

ERW

CRW

Bright Bar

2) Which type of tube do you required in major quantities?

Square

Round

Rectangular

Elliptical

3) What is monthly consumption of….

For ERW

More than 10 tone

5 to 10 tons

Less than 5 tons

Not Predictable

55

For CRW

More than 10 tone

5 to 10 tons

Less than 5 tons

Not Predictable

For Bright Bar

More than 10 tone

5 to 10 tons

Less than 5 tons

Not Predictable

4) Which other companies do you know?

Bhushan steel

Surya steel

Jindal steeel

Luxmi steel

56

5) Why do you prefer Silverbright products?

Quality

Price

Good service

Sales after service

6) What do you think about product quality?

Poor

Average

Good

Excellent

7) Are you satisfied with existing product ?

Yes

No

8) Are you satisfied with product price?

57

Yes

No

Satisfactory

9) Are you satisfied with given service by company?

Yes

No

10) What kind of changes you need from company?

Quality

Price

Service

Sales after service

Other need

58