SUBMITTED BY

ANUPAM SAHA 2ND YEAR PGDM 2014-16

ROLL NO. 14010

Report on Market Assessment of Tata

Tiscon Footings in Ranchi SUMMER INTERNSHIP PROJECT 2015

In partial fulfillment of Summer Internship for the award of the degree

Of

PGDM

In

MARKETING

Diamond Harbour Road, P.O. Bishnupur -743503

24 Parganas (South), West Bengal

1 | P a g e

Certificate from the Company/Organization

This is to certify that Mr. Anupam Saha, pursuing PGDM from Calcutta

Business School, Kolkata has successfully completed the Project Report in

our organization on the topic titled, “Market Assessment of Tata Tiscon

Footings in Ranchi” from 7th

May to 29th June 2015. During his project tenure,

I found him hard working, sincere and diligent person and his behaviour and

conduct was good. I wish him all the best for his future endeavours.

Signature

……………………

SATABDI MUKHERJEE

MANAGER

SALES-BRANDED PRODUCTS,

RETAIL & SOLUTIONS

JAMSHEDPUR

2 | P a g e

Certificate of Originality

This is to certify that the project report titled Market Assessment of Tata

Tiscon Footings in Ranchi submitted to Calcutta Business School, Kolkata in

partial fulfilment of the requirement for the award of the degree of PGDM is an

original work carried out by Mr. Anupam Saha, Roll no. 14010, under my

supervision.

The project is an original work done by Mr. Anupam Saha and has not been

submitted before to any other Institution or University to the best of my

knowledge and belief.

……………………………

Signature of the Guide

…………………………...

Designation

3 | P a g e

ACKNOWLEDGEMENT

I am privileged to undertake the project Market Assessment of Tata Tiscon

Footings in Ranchi and to work under Tata Steel as an Intern. I would like to

express profound gratitude to my external guide Mr. Satabdi Mukherjee,

Manager (Sales-Branded Products, Retail & Solution – Jamshedpur) and

my internal guide Dr. Pinaki Ranjan Bhattacharyya, Associate Professor, for

their invaluable support, encouragement, supervision and useful suggestion

throughout this project work. Their moral support and continuous guidance

enabled me to complete my work successfully.

I also express my sincere gratitude to Mr. Raman Kumar Jha,

Business Manager – Tata Tiscon (PASA RESOURCES PVT.LTD.) for his

valuable cooperation, guidance and suggestions in completing my assignment.

ANUPAM SAHA PGDM 2ND

YEAR

Date -

Place -

4 | P a g e

EXECUTIVE SUMMARY

Tata Steel has launched a product recently under the brand of Tata Tiscon known as

readymade footings. The product is under the research of sampling. The sampling is being

conducted to know the demand in the market in future. The survey has been in the local

market of Ranchi to find its demand, reaction of the customers towards the product and to

spread awareness about the product. A detail study was made to understand the demand for

the product and the opinion of the dealers, contractors and customers towards the product. To

find the most convenient way that is the difference between traditional way of making the

footings and the readymade footings. Readymade footings are a new generation product of

Tata Tiscon brand which has improved the concept of construction. The work of construction

has become easy and faster than before.

The aim of the project is to properly aware the people and inform him about the product uses

and availability in the market. The purpose of our project is to visit dealers, construction sites,

customers and to take the feedback about the product. The study of sampling has showed the

potential customers who has positive impression about the concept and is ready to use it in

their future construction work.

Keeping the main objective in mind we have find out many facts which are beneficial for us

to come to our conclusion and will also help the company in various ways. The research and

the survey are conducted in the proper and the structured manner to achieve our objective at

its best possible way. The study was designed as a market survey and was conducted with the

help of questionnaire. One set of questionnaire was designed for Dealers/Retailers. We

prepared a structured questionnaire and data has been collected from all our respondents by

conducting interviews. The verification of this data was done by visiting every dealer shop,

contractors, customer and gathering the actual data from there. With the help of collected data

several analyses have been done. By making various graphs and pie charts, we have tried our

best to make our research analysis more specific and clear to all.

The important facts which we have finally got are:

Tata Tiscon is mostly preferred in the market because of their superior quality and brand

name.

Durability of rebars, compressive strength and highly durable, authenticity, uniform

thickness and rust free nature are key customer requirements and expectations.

Steel quality, weld quality, galvanizing quality and surface finishing are the most

important attributes, which are checked by the customers before buying the rebars.

Readymade ‘Cut n Bend’ is a good concept and convenient than traditional making

of footings for the foundation.

Besides local competitors Mongia, Captain and Jindal are the strong organized

competitors of TATA rebars.

5 | P a g e

TABLE OF CONTENTS

1. Introduction……………………………………………………………..6

1.1. Literature Review……………………………………………………..6

1.2. Scope……………………………………………………………….....6

1.3. Objective of the research……………………………………………...6

2. About Tata Group………………………………………………………6

3. About Tata Steel………………………………………………………..6

4. Steel Making Process…………………………………………………11

5. Products And Brands…………………………………………………12

5.1. About Tata Tiscon…………………………………………………...13

5.2. Tata Tiscon Footings………………………………………………...14

5.2.1. Cut & Bend Process…………………………………………...16

5.2.2. Traditional ways v/s ReadyBuild Way……………………….20

5.2.3. ReadyBuild Benefits…………………………………………...22

6. Distribution Channel of Tata Steel in Ranchi………………………31

7. About Pasa Sales & Marketing………………………………………..32

8. Research Methodology…………….………………………………….32

9. Data Analysis & Interpretation………………………………………...36

9.1 Voice of Customers…………………………………………………..41

10. Recommendations………………………….……………………………43

11. References……………………………………………………………….43

12. Appendix………………………………………………………………..45

12.1. Sample Questionnaire……………………………………..………....45

12.2. Leaflet…………………………………………………….…………..53

6 | P a g e

1. INTRODUCTION

Tata Steel has many products which are classified into various brand verticals depending

upon the usage and distribution channel. The retail sector of Tata Steel caters to brands such

as Tata Tiscon, Tata Shaktee, Tata Wiron and Tata Wiron and Tata Agrico. For each of these

brands there is a channel consisting of distributors and dealers, responsible for the

distribution of the products from Tata Steel manufacturing plant to the customers. The

channel cost is added to the price of the steel products and passed on to the customer. Most of

the Tata products are priced higher than the competitor’s product because of the superior

quality. In order to make its product more competitive in terms of pricing without

compromising on its premium, Tata Steel has recently launched the product Tata Tiscon

readymade footings to stay ahead.

1.1. LITERATURE REVIEW

The literature relating to the dynamic modelling of foundations is extensive, and largely due

to research relating to machine foundations and seismic response. The first foundations to be

studied were simple surface footings for which semi-analytical solutions are possible. For

example, Luco and Westmann [77] present the full three-dimensional response of a rigid

circular footing on the surface of an elastic half-space. Later work by Mita and Luco [93]

extends this to embedded footings.

The solutions to such models are mathematically complex and this has motivated the

search for discrete-model approximations. De Barros and Luco [9] present a five-parameter

discrete model that approximates the dynamic stiffness of simple rigid footings very well. It

does, however, only account for vertical motion of a single footing. Further approximate

models may be found in Wolf [138]. To effectively model flexible footings of arbitrary

geometry, and to study the interaction between several footings, a BEM approach is required;

see for example Karabalis and Rizos [63], and Qian and Tham [115].

Novak [105] was one of the first researchers to consider the dynamic behaviour of a pile,

and the first to consistently account for the effects of radiation damping. The Novak model

uses the solutions for an elastic bar and Euler beam to model a pile’s longitudinal and

transverse behaviour, while the surrounding soil is modelled as an infinite number of

infinitesimally thin, independent, horizontal layers that overly either rigid bedrock or an

elastic half-space. The model has the advantage of an analytical solution and experiments by

Novak and Grigg [106] and Cryer [33] show that it describes the behaviour of individual

7 | P a g e

piles well, given its simplicity. A limitation of Novak’s model is that it is incapable of

modelling the interaction between several piles. It is important to establish whether or not this

is significant when modelling base-isolated buildings.

Kuhlemeyer [69, 70] is credited with one of the first rigorous analyses of a single pile.

This model uses an axisymmetric FEM formulation in conjunction with non-reflecting

boundaries. Again, the limitations of this method, outlined in Section 2.7.1, mean that it is

unsuitable for more than one pile.

The BEM is now regarded by many researchers as the most rigorous, versatile and

economical method for analysing piles and pile groups. A good example of this is the model

by Sen et al. [118]. This model uses an elastic bar-beam – representing the pile in a similar

way to Novak’s model – coupled to either a uniform or layered elastic half-space. The model

by Kaynia [65] is similar but uses a different formulation of the Green’s functions for a

layered half-space. It is important to note that the Green’s functions used in either of these

models are significantly more complex than those for an elastic full-space and their

calculation requires considerable computational effort in itself; see Appendix B for a note on

Green’s functions and further details of the BEM.

Both the Sen and the Kaynia model are capable of modelling the interaction between

neighbouring piles through wave propagation in the surrounding soil, known as pile-soil-pile

interaction (PSPI). Lo [76] demonstrates that results from a simplified version of Sen’s model

compare well with field measurements on real piles, although only vertical motion is

considered. In general, when calculating the interaction between two piles, any intermediate

piles are ignored; the overall solution for several piles is then obtained by superposition. This

approach is necessary due to the long computation times required by models involving large

numbers of piles. This may be acceptable when dealing with low-frequency seismic waves

but at the frequencies associated with ground-borne vibration the wavelengths are often

comparable with the diameter of a pile and wave reflections from intermediate piles are likely

to have a significant effect. This view is supported by the work of Qian and Tham [115] who

note that the sub-soil coupling between two surface footings, as represented in a

comprehensive BEM model, is reduced by intermediate footings. The effect is expected to be

greater with piles, which may interact over a significant proportion of their length.

8 | P a g e

A number of models approximately account for PSPI; see for example Lo [76] and Wolf

[138]. The most comprehensive is due to Gazetas and Makris [40, 84]. They model the piles

themselves in a similar way to Novak but the soil is represented by a pile-soil interface of

continuously distributed linear springs and viscous dashpots, with wave propagation

accounted for by modelling the far-field as an elastic half-space. Although the results are

approximate, the computation time is significantly shorter than more rigorous models.

1.2. SCOPE

To give correct information to the management of Tata Tiscon Readymade footings

for having the detailed market scenario of Steel tubes

To find out the areas of satisfactions and dissatisfactions of Tata Tiscon Footings.

To find out the strength and weaknesses of competitors in the market of rebars.

To find out the future demand of readymade footings.

To find the market size of Tata Ticon rebar in Ranchi.

To find out the factors that affects the demand for footings.

To spread awareness about the readymade footings to the people of the city.

To analyse data and make recommendations about possible improvement in attributes

of the product so that demand for Tata’s product can be increased.

1.3. OBJECTIVE OF THE RESEARCH

The objective of this research is to identify the factors that influence a person into making a

decision to buy rebars for building their houses.As mentioned in the Literature Review,

according to industry analysts, this category of rebar is new to the market and required a lot

of promotional programs to spread the awareness of its uses and availability in the market.

For now, except for promotions, nothing seems to be working. Therefore, ideally, this

research should be able to bring to the fore, certain other factors that could lead to a growth

of this segment. At the very least, the research should corroborate the existing assumptions

regarding the influencing factors. It should be in a position to verify that the steps various

players are taking to stimulate volumes are in the right direction, and would eventually lead

to an increase in market share.

9 | P a g e

2. TATA GROUP

Tata Group is an Indian multinational conglomerate company headquartered in Mumbai,

Maharashtra, India. It encompasses seven business sectors: communications and information

technology, engineering, materials, services, energy, consumer products and chemicals. Tata

Group was founded in 1868 by Jamsetji Tata as a trading company. It has operations in more

than 80 countries across six continents. Tata Group has over 100 operating companies with

each of them operating independently. Out of them 32 are publicly listed. The major Tata

companies are Tata Steel, Tata Motors, Tata Consultancy Services (TCS), Tata Power, Tata

Chemicals, Tata Global Beverages, Tata Teleservices, Titan Industries, Tata

Communications and Taj Hotels. The combined market capitalisation of all the 32 listed Tata

companies was INR 8.4 Trillion ($141.27 billion) as of July 2014. Tata receives more than

58% of its revenue from outside India.

The Tata Group is owned primarily by various charitable trusts (established by Jamsetji

Tata's sons at his behest) that maintain a majority stake in the holding company. The current

chairman of the Tata group is Cyrus Pallonji Mistry, who took over from Ratan Tata in

2012.Tata Sons is the promoter of all key Tata companies and holds the bulk of shareholding

in these companies. The chairman of Tata Sons has traditionally been the chairman of the

Tata group. About 66% of the Equity (finance) of Tata Sons is held by philanthropic trusts

endowed by members of the Tata family.

The Tata Group and its companies & enterprises are perceived to be India's best-known

global brand within and outside the country as per an ASSOCHAM survey. The 2009, annual

survey by the Reputation Institute ranked Tata Group as the 11th most reputable company in

the world. The survey included 600 global companies. The Tata Group has helped establish

and finance numerous researches, educational and cultural institutes in India. The group was

awarded the Carnegie Medal of Philanthropy in 2007 in recognition of its long history of

philanthropic activities.

Head of group

Jamsedhji Tata (1868-1904)

Dorabji Tata (1904–1932)

Nowroji Saklatwala (1932–1938)

J. R. D. Tata (1938–1991)

Ratan Tata (1991–2012)

Cyrus Pallonji Mistry (2012–2015)

10 | P a g e

3. TATA STEEL

Tata Steel Limited (formerly Tata Iron and Steel Company Limited (TISCO)) is

an Indian multinational steel-making company headquartered in Mumbai, Maharashtra, India,

and a subsidiary of the Tata Group. It was the 11th largest steel producing company in the

world in 2013, with an annual crude steel capacity of 25.3 million tonnes, and the second

largest private-sector steel company in India (measured by domestic production) with an

annual capacity of 9.7 million tonnes after SAIL

Tata Steel has manufacturing operations in 26 countries, including Australia, China, India,

the Netherlands, Singapore, Thailand and the United Kingdom, and employs around 80,500

people. Its largest plant is located in Jamshedpur, Jharkhand. In 2007 Tata Steel acquired the

UK-based steel maker Corus which was the largest international acquisition by an Indian

company till that date.

It was ranked 486th in the 2014 Fortune Global 500 ranking of the world's biggest

corporations. It was the seventh most valuable Indian brand of 2013 as per Brand Finance.

On 16 February 2012 Tata Steel completed 100 years of steel making in India.

Operations

Tata Steel is headquartered in Mumbai, Maharashtra, India and has its marketing

headquarters at the Tata Centre in Kolkata, West Bengal. It has a presence in around 50

countries with manufacturing operations in 26 countries including: India, Malaysia, Vietnam,

Thailand, UAE, Ivory Coast, Mozambique, South Africa, Australia, United Kingdom, The

Netherlands, France and Canada.

Tata Steel primarily serves customers in the automotive, construction, consumer goods,

engineering, packaging, lifting and excavating, energy

and power, aerospace, shipbuilding, rail and defence

and security sectors.

Expansion plans

Tata Steel has set a target of achieving an annual

production capacity of 100 million tons by 2015; it is

planning for capacity expansion to be balanced

roughly 50:50 between Greenfield developments and acquisitions. Overseas acquisitions have

already added an additional 21.4 million tonnes of capacity, including Corus (18.2 million

tonnes), NatSteel (2 million tonnes) and Millennium Steel (1.2 million tonnes). Tata plans to

add another 29 million tonnes of capacity through acquisitions.

Major Greenfield steel plant expansion projects planned by Tata Steel include.

11 | P a g e

a 6 million tonne per annum capacity plant in Kalinganagar, Odisha, India;

an expansion of the capacity of its plant in Jharkhand, India from 6.8 to 10 million

tonnes per annum;

a 5 million tonne per annum capacity plant in Chhattisgarh, India (Tata Steel

signed a memorandum of understanding with the Chhattisgarh government in

2005; the plant is facing strong protest from tribal people);

a 3 million tonne per annum capacity plant in Iran;

a 2.4 million tonne per annum capacity plant in Bangladesh;

a 10.5 million tonne per annum capacity plant in Vietnam (feasibility studies are

underway); and

a 6 million tonne per annum capacity plant in Haveri, Karnataka.

12 | P a g e

4. STEEL MAKING PROCESS

13 | P a g e

5. PRODUCTS AND BRANDS – Steel Products

Tata Steel has embarked on a mission to conquer the steel market through its dedicated

distribution network and innovative product solutions.

The demand for steel is constantly on the rise since it is the backbone to countless products

and services that shape the everyday lives of people throughout the world. Tata Steel

understands this rising demand and addresses it through an array of products that are used in

a wide range of applications. The Company offers total dependability, innovation and added

value to customers in every market segment that it serves, creating benchmarks in the steel

products industry.

Focussing on the retail segment through a range of branded products, Tata Steel serves

different industries in numerous capacities. Some of these prominent market sectors are -

Automotive, Energy & Power, Lifting & Excavation, Construction and Infrastructure,

General Engineering, Panels & Appliances, Capital goods and Railways.

The Brands under Steel Products are -

Tata Shaktee - Tata Shaktee is Tata Steel’s flagship brand in the field of Galvanised

Corrugated Sheets

Tata Tiscon - Tata Tiscon is the first Thermo Mechanically Treated (TMT) Rebar in the

country

Tata Steelium - Tata Steelium is the world’s first branded Cold Rolled Steel (CRS)

Tata Astrum - Best-in-class Hot Rolled Sheets (HRS) & Coils offered by Tata steel

Tata Structura - Lightweight Hollow Steel Sections that ensure high durability

GalvanoTM

- Galvanised Plain Steel Sheet and Coils with superior corrosion resistance

properties

Tata Pipes - Commercial tubes mainly used for carrying liquids and low pressure gases

Tata Precision Tubes - Robust precision tubes catering to automotive, boiler and general

engineering segments

Tata Automotive Steels - Products ranging from strips to bars, tubes, and welded blanks to

advanced automotive steels

The products offered by Tata Steel are manufactured using the most advanced technology. A

disciplined production process is followed at all Tata Steel production units to ensure the

products are superior in quality and consistent in mechanical and chemical properties. All

products as well as the production units are certified as per the highest national as well as

international standards and carry the same trust that the Tata name commands

14 | P a g e

5.1. TATA TISCON

Tata Tiscon from Tata Steel is India's best-known rebar brand and sells through an

established network of nearly 4000 dealers across India.

Launched in 2000, Tata Tiscon is the first Thermo Mechanically Treated (TMT) rebar in the

country. It is the only rebar in India to have achieved the ‘Superbrand’ status. Every Tiscon

rebar is made from pure steel, with the most advanced TMT technology from Tempcore,

Belgium empowered with the latest technology supplied by Morgan, USA. It is available for

both residential and project applications and sells through an established network of nearly

4000 dealers across India.

As a leader in rebar category, TATA Tiscon offers a wide range of rebars -

Tata Tiscon 500D rebars which offers upto 17% savings over other TMT rebars

which are generally of 415 Grade

Tata Tiscon SD rebars for construction in high seismic zones to make structures

earthquake resistant

Tata Tiscon CRS rebars for coastal area to provide longer life to the structures

Tata Tiscon 600 rebars for multi-storey steel heavy structures

Tiscon Superlinks

Tata Tiscon has also introduced readymade

stirrups or rings under brand Tiscon Superlinks.

Available in most commonly used sizes, like

7"x7", 7"x9" and so on, Superlinks ensure the

safety of your home through 1350 locking mechanism and hold the

main reinforcement bars together in an RCC structure.

The standards followed during the manufacturing of Tiscon

Superlinks meet all the Indian government norms like: - IS 456, IS

2502, SP-34, IS 13920 (Indian Ductile Details Code). Stirrups can

be of various shapes depending on the design and shape of the load bearing member e.g.

Circular, polygonal, a U-stirrup or a crosstie. However the most commonly used shape in

normal construction is a rectangular or a square one.

In order to make the process of home building easier and joyful, Tata Tiscon has also

introduced design support solution under BuildWISE©, in addition to the Site Supervision

Services that provides technical advice and expertise that consumers require in building their

dream home.

15 | P a g e

Tiscon ReadyBuild is another rebar downstream service under Tata Tiscon that presently

offers Cut & Bend service aimed at providing customized rebars needed at the construction

sites.

Benefits

Faster completion of job with receipt of material in 'sets'

On-time delivery

Minimal wastage

Superior quality in all terms (steel, angles, bends)

Lower inventory

Easier procurement process for customers

Savings on labor cost

No need for wastage disposal

5.2. TATA TISCON FOOTINGS

What is a foundation?

Any house building structure can be divided into two components - Superstructure - Part of structure which is above ground level

Substructure/Foundation – Part of structure which is below ground level

Foundation generally comprises of three components

Footing

Column

Tie beam

What is Footing?

Footing is that part of the substructure that ultimately transfers the load to the supporting soil

in such a way that the safe load bearing capacity of soil is not exceeded. Footing is a structure

constructed in brick work, masonry or concrete under the base of a wall or column for

distributing the load over a large area. The most important part of footings is the plan

16 | P a g e

dimension, i.e, the bearing area which is ultimately resting on the soil and dispersing off the

building load to the underneath soil. The plan dimension of footing is determined by the

nature of soil, as from the chart of safe bearing capacity of soils given above, it is evident that

footing resting on rocks will have less plan dimensions compared to footing resting on soft

clay or fine sandy soil.

Generally a 3-storeyed building resting on clayey/sandy soil should have minimum

5.5ftx5.5ft to 6ftx6ft footing size; 2-storeyed building should have 5ftx5ft and single storied

building 4ftx4ft footing sizes. These sizes should be provided if no soil data is available for

proper design by a licensed structural engineer.

RCC Footing should have a minimum depth of 150mm for footing on soil, and minimum

300mm above the top of piles for footing on piles. Minimum clear cover for footings is

generally 50mm.

Importance of footing

Footings are the only and only mode of transfer of building load to underneath soil.

Footings, once laid, are a part of substructure and can’t be repaired or changed in entire life

span of the building.

Tiscon Footing

To minimize the fabrication mistakes at site, as well as to speed up the construction, and

more importantly, to relieve you from unnecessary hassles, Tata Tiscon introduces “Tiscon

Footing” - prefabricated rebar kit. These ready to fix kits are available at Tiscon dealer

counters in select cities in 10 mm and 12 mm diameter. The availability of various sizes is

shown in the image below.

17 | P a g e

The main advantages of Tiscon Footing are -

Machine made with accurate shape and size

No need of power connection at site for cutting rebars

No on site bending required

No micro cracks on the bends as proper mandrels are used

Zero wastage of cut lengths

Available in ready to use bundles at Tiscon Dealers

Need only 2 days to finish foundation

What does Tiscon ReadyBuild stand for?

Hello, welcome to the world of Tiscon ReadyBuild; a downstream service brand which gives

customised solutions for all your construction needs related to rebar. In line with the

endeavour to come closer to the infrastructure industry, Readybuild

stands as an effort to simplify your life and brings hassle-free

construction for you when it comes to rebar usage.

What is ReadyBuild?

Adding to the long list of innovations in products & services, the

latest entrant from Tata Tiscon is Tiscon ReadyBuild.

Tiscon ReadyBuild, a rebar downstream service presently offers the Cut & Bend service that

aims at providing customized rebar shapes of rebar needed at the construction sites.

In the future, Tata Steel plans to add more downstream products & services like Couplers,

Pilecages and meshes under Tiscon ReadyBuild brand. Currently there are 10 operating

production facilities to provide a ‘Cut & Bend’ service that covers the length & breadth of the

country.

5.2.1. Cut & Bend Process

What is Cut and Bend?

The cut and bend structures required in construction often use rebars of different size and

shapes. Often cutting & bending of the rebars is done at the construction site by the unskilled

labors. Since it is manually done by the laborers hence there are high chances of inaccuracies

& inefficiencies in the system. There are many other challenges that are faced by different

stakeholders during construction process that includes timely availability of material, skilled

labor shortages, wastages, scrap disposal etc.

18 | P a g e

Unskilled labour at site Wastages at site Scrap Disposal

Cut and bend service under Tiscon ReadyBuild aims at providing customised shapes of

rebars needed at the construction sites. With ReadyBuild, the construction companies don’t

need to worry about the availability of SKUs needed in the Cut and Bend structure. The

ReadyBuild Centers customize the lengths of the rebars and bend them at required angles in

accordance with the project’s blueprint. It is capable of making the common shapes stirrups

to complex helical shapes.

The cut & bend production processes at ReadyBuild Centers involve 3 world class fully-

automated Italian make machines.

19 | P a g e

Shearline Robosmart Prima R (Stirrup Machine)

Shearline is a specialist cutting machine that cuts the rebar to required length with extreme

precision. Robo Smart is a bending machine that gives rebar the required shape by bending

rebars at required angles. It can bend rebars of all sizes ranging from 6mm-40mm.

Prima R is a specialist coil machine which is used to make stirrups of different shapes. It uses

the coils of sizes 6mm-12mm.

Tiscon ReadyBuild provides the reliability of steel and supply, better site productivity due to

reduced involvement of labour and reduced wastage. These centers give a 'just-in-time'

delivery service that works like clockwork to meet a projects 'cut and bend' needs in

compliance with the client's working schedule.

At an overall level, use of ReadyBuild will facilitate timely completion of projects leading to

a better Working Capital Management and revenue realization for the construction

companies.

The ReadyBuild Centers are designed on and supported by the technology used in the cut and

bend service offered by NatSteel, a wholly-owned subsidiary of Tata Steel.

5.2.2. Traditional Way v/s ReadyBuild Way

In the traditional way, cut and bend process is done manually by bar benders with little

precision and hand tools to roughly meet the shape requirement for a particular section. This

process is inefficient, can lead to wastage as the delivery of the rebars takes place in straight

form. The leftovers post cut and bend is usually left for scrap.

With Readybuild, you get precise cut and bend rebars, as per your requirement, made from

state-of-the-art machines without the hassle of scrap disposal. The scrap is produced at the

Readybuild centre and is internal to ReadyBuild center leaving our customers worry free on

the selling/reselling of scrap.

When you begin a project, steel rebars are the main constituents. These are used primarily by

cutting and bending in different shapes and sizes.

20 | P a g e

Advantage Traditional Way ReadyBuild Way

Design &

Drawing

Both go through the same initial phases of Design, Drawings, Contractor and

BBS/BQ detailing.

Procurement

of rebars

Once design and BBS are received,

it would require a Project Manager

to look into everything from

procurement of straight bars to

getting them cut & bend in the

required shape and doing a check

In ReadyBuild way, all the required

sections of rebars are available. This will

be managed either through the existing

inventory at site or else by fresh

procurement. Procurement of rebar supply

is internally buffered and managed at the

Readybuild Centre.

Quality

Check

Rebars received would go through

quality check, and the quality of

rebars may not be consistent due to

multiple vendors.

With TISCON ReadyBuild all you need to

do is pick up the phone and place your

order on the basis of your BBS and rest of

the steps are internally managed by the

Readybuild Center. Readybuild shapes are

made only by Tata Tiscon rebars providing

the shapes the best and consistent raw

material quality.

Inventory

Management

The rebars, hence received, go

through the inventory management

rigor of accounting at each stage of

usage.

The inventory of Tiscon rebars is internally

buffered and managed by the system.

Detailing to

Bar benders

The project manager has to do

micro-management from

understanding the BBS to

instructing the labors on the

required quantity, measurement,

angle of bend and production

schedule for the cut and bend

shapes.

Understanding the BBS and technical

detailing is done on the computer and fed

into machines to get accurate shapes and

sizes of cut and bend products.

Cutting &

Bending

Cutting and bending is done

manually hence bringing in

inefficiencies. The length of rebar is

manually measured providing a

higher chance of inaccuracy. The

cut is forcibly done and would not be

clean and hence quality is

compromised at every stage.

With Ready Build method, Rebars are

sheared through a shearing system which

measures the length to be cut accurately.

The shearing mechanism is an instant one

that gives a clean finish to the cut rebars.

The angles at which rebar have to be bent

is internally controlled by the machine

providing accurate bend angles.

Stocking &

Accounting

Cut and bend products need to be

manually sorted and arranged which

In the ReadyBuild way products are well

tagged and then loaded and delivered. The

21 | P a g e

becomes a challenge. tagging ensures the ease in accounting

and stocking of the cut & bend shapes.

Wastages &

Scarp

disposal

Wastages turns out to be a major

headache as straight rebars do not

come in the required sizes. Disposal

of scrap generated during cutting &

bending is an extra hassle.

Availability of raw material in different sizes

and an accurate & optimized production

process ensures minimal wastage in ready

build way and hence doing away with

disposal of scrap.

Grievance Redressal

All material shipped must be inspected upon delivery and any inconsistencies from the order

placed should be notified to the representative of ReadyBuild. In case the material shipped is

not as per the order placed by the customer, the errors in the dispatch will be rectified without

any additional costs to the customer.

5.2.3. ReadyBuild Benefits

Readybuild promise for the construction community:

No Wastages

Since cutting & bending process will done at ReadyBuild Center, hence the wastages at the

site becomes zero and we take care of all the generated wastages.

Less Labour hassles

Labourers at a construction site essentially perform two functions involving rebars; cutting

and bending and tying. Readybuild will significantly reduce the dependence on the labourers

for cut and bend activities.

Better Time Management

Readybuild is delivered on an "On Time in Full" policy; i.e. it will be delivered within 7 to 15

days after finalisation of the design thereby significantly reducing pressure at the project

manager's end to adhere to deadlines.

Unmatched Quality

Being a Tata Tiscon rebar, Readybuild is made from Virgin iron ore giving it superior

strength and ductility than the secondary steel rebars in the market. It is also cut and bent by

high precision machines making it the best in class in the category of ready to use rebars.

22 | P a g e

Better inventory management

Owing to its customised design and "On time in full" delivery pattern, Readybuild is present

just in time at site on requirement. This not only reduces the amount of space you need to

utilise for keeping rebars, it also helps you in saving costs associated with wastage and

labour.

Easier procurement

Readybuild is available in various lengths and diameters. Usually, the practice is to procure

rebar for each requirement, then cut and bend at a later stage. Utilising Readybuild, you

ensure that the procurement of rebars is inherently taken care of.

No misplacing of materials

Readybuild can be easily managed and its different shapes can be easily recognised with the

use of identification tags.

Freedom in Design

The machines use to make Readybuild can transform any Tata Tiscon rebar into a shape you

envision. You can now have the freedom to design complex columns, pillars, ceilings being

worry free on the rebar to be used.

Lower Working Capital

Readybuild brings with it a design suited to the project requirements thereby reducing the

cost involved in cutting and bending by the labourers. Readybuild also keeps your inventory

costs to a minimum owing to the "On time in Full" delivery policy so that you save on real

estate and overhead associated with wastage.

Timely Completion of project

Readybuild's "On time in full" delivery policy and the help from two coordinators as part of

the after sales team guiding the usage of the cut and bent steel rebars for usage ensures that

your construction ends on time with the best possible materials. The spill over benefits

includes living a happy life supported by the Tata trust.

23 | P a g e

Strengthening of your brand

Readybuild sets the path for the timely completion of the project which is a key requirement

for any promoter to envision the growth of their brand.

Benefits:

What are the benefits of using Cut and Bend services through Tiscon Readybuild?

With Tiscon Readybuild, you get the advantage of:

o Faster completion of job with receipt of material in “sets”

o On-time delivery

o Minimal wastage

o Superior Quality in all terms (steel, angles, bends)

o Lower inventory

o Easier procurement process for customers

o Savings on labour cost

o No need for wastage disposal

Quality Check:

What Quality standards are being followed by ReadyBuild Centers in the production of

cut and bend products?

Tiscon Readybuild meets the following Indian Standards codes - IS: 1786:2008, IS:

2502:2004, Indian Ductile Detailing code IS: 13920 - 1993.

What are the check points to ensure the final quality of the product?

The check points that happen to ensure that the product delivered is in the best possible shape

are:

o FIFO is used for raw material usage

o Inspection and calibration of equipment is carried out at regular planned

intervals

o Standard operating procedures for all activities are prepared to ensure

consistency and repeatability

o Process charts for monitoring of activities are prepared

24 | P a g e

o Online inspection systems to ensure dimensional accuracy

What are the tolerance levels with respect to dimensions/angles in shapes?

The tolerance levels for angles and dimensions are monitored against IS 1786:2008 and IS:

2502:2004 for quality check.

Can the tensile testing to straight length material be witnessed?

Tensile testing of the steel rebars happens at the Jamshedpur facility of Tata Steel Limited

only. The test certificate carries the result of this testing. The customer is free to get the

product tested with any of the reputed testing laboratories.

Is third party inspection allowed?

Third Party inspection can be done at ReadyBuild Centers or even at the construction site

after delivery.

Competition & Pricing

Apart from ReadyBuild, who are the other players in the Cut and Bend Market?

o There are a few small players across the country doing piece-meal jobs. They

deploy a single or incomplete combination of benders, shearing machines and

stirrup machines.

o Few of the large construction companies have made the facility of cutting and

bending in-house.

o Only ReadyBuild has a full plant capacity catering to the entire rebar

fabrication need of any construction site.

Is the pricing same for all diameters and shapes?

For a package order, same price is charged for all the activities under normal circumstances.

However, in case of any specific requirement, the prices may vary based on the job content.

Can an order be booked for a longer time window at a current price?

The order booking is done based on the plant capacities and for a monthly window only.

Production Facilities

What is the current total production capacity of the cut and bend material?

The current production capacity is 18000 MT per month from the 10 ReadyBuild Centers at

Bangalore, Faridabad, Kolkata, Hyderabad, Ahmedabad, NCR, Mumbai, Kanpur &

Bhubaneswar.

25 | P a g e

What are the types of equipment used in production units?

Tiscon Readybuild is made by the use of the following equipment:

o Shearing Line

o Automatic Benders

o Stirrup Machines

o Overhead Cranes

What are the shapes that can be produced in the plant?

The Bar Fabrication Shop responsible for making Readybuild is equipped to make any 2/3

dimension shape as per the Bar Bending schedule provided by the customer.

Despatch & Delivery

How is the compliance for the delivery schedule ensured?

o Production plan is drawn out with the customers plan as the base and the

dispatch is finalised consecutively

o Co-ordination with customer at every stage is maintained to ensure intimation

and communication

What is the delivery lead time for cut and bend dispatches?

A 100 MT order typically takes 7 days for completion.

How are the dispatches coordinated with the site?

The dispatch is coordinated in the following ways at the site:

o Once the Bar bending Schedule (BBS) is received, it is clarified with the

concerned planning engineer of the site.

o Priority of dispatch is obtained from the planning engineer.

o Production of dispatches is planned in “sets”

o Confirmation of material detail is obtained from the planning engineer before

dispatch

How is the product matched and controlled as per requirements?

o A loading list is prepared at the beginning of the production process that

details the shape and quantity as per the customer Bar bending schedule

26 | P a g e

(BBS). This list becomes the base for cross-verification with the production at

every stage/process to ensure the right quantity and shape

o Tagging during production ensures traceability and cross checking

What is the mechanism to address wrong dispatches/receipts?

All material shipped must be inspected upon delivery and any inconsistencies from the order

placed should be notified to the representative of ReadyBuild. In case the material shipped is

not as per the order placed by the customer the errors in the dispatch will be rectified without

any additional costs to the customer.

Will customers be charged additional freight for transferring materials from steel yard

to ReadyBuild Centers?

No, there is no additional cost for this.

What happens in case of a major breakdown at the ReadyBuild centre?

The ReadyBuild Center has multiple sets of equipment to provide redundancy measures in

case of a breakdown of equipment.

Does ReadyBuild provide transportation on site?

Yes, ReadyBuild Center can arrange for transportation on customer requests. Alternatively,

the customers could also opt for picking me up themselves.

Rush Order & Rework

Can last minute changes in the Bar Bending Schedule (BBS) be accommodated?

They can be accommodated in urgent situations only and if the shapes have not been

produced.

What will be done, if during fixing, some bars are found missing, casting needs to be

done within hours and the customer cannot wait for supplies from ReadyBuild Centers?

It is advisable to have dedicated resources that can cross check the material once it arrives,

with reference to the Bar Bending Schedule (BBS) and the corresponding loading list. They

may raise an alarm in case of any mismatch. If it so happens, Tata Steel will immediately

deliver the material within the next 12 hours.

How can ReadyBuild Centers service urgent/unforeseen requirements?

If the urgent requirement is for 4-5 MT in shapes which can be accommodated in small trucks

like Tata 407, dispatches can be arranged on the same day and the product will be delivered

at day time as the trucks will not face any entry restrictions

27 | P a g e

We have a concern that the urgency of customer may not be adhered to as the system

may not allow the production schedule to be altered?

Though, the production process is automatic, there can be a manual override to accommodate

special urgent orders.

What is the promise from ReadyBuild Centers, in case the material supplied is not as

per BBS? What are the response times and the corrective actions taken?

All material shipped must be inspected upon delivery and any inconsistencies from the order

placed should be notified to the representative of ReadyBuild immediately. In case the

material shipped is not as per the order placed by the customer the errors in the dispatch will

be rectified without any additional costs to the customer.

Material Traceability

How is the identification and the traceability of materials maintained?

The following steps are taken to ensure my traceability:

o Tagging as per the shapes

o Making bundles with standard number of pieces

o Proper packaging of shapes/customised packaging as per the given

requirements

o Creating master bundles as per the Bar Bending Schedule (BBS), if required

What information does the identification tags contain?

The identification tag for each of my lots contains:

o Customer Name

o Project Name

o Member Name

o Bar Mark

o Diameter of Bar

o Cut Length

o Number of Pieces

o Grade of Steel

o Shape

28 | P a g e

o Date

What are the documents apart from the identification tag that are sent with the

material?

Invoice and Test Certificate are issued along with the product. The loading list carrying the

material (bundle wise) is attached to the invoice, which helps in segregation of the required

material as per the shapes.

Will the mill tag of straight length material be provided with the Cut and bend

products?

The mill tags are not provided with the cut & bend products. Though, the test certificate from

the parent material will be accompanying the identification tag of cut and bend.

How would pilferage problem of Cut and Bend materials be addressed?

It is advisable that the vehicles be accompanied by a person from the customer's end.

Design and Job-on-site

Can ReadyBuild Centers help us in finalising the Bar Bending Schedule (BBS)?

Once a mutual agreement is reached, a planning engineer from our side will work closely

work with the site engineer to clarify all issues before execution.

Is Bar Bending Schedule (BBS) preparation undertaken by ReadyBuild Centers?

Not currently, but ReadyBuild is planning to develop such services in the future.

What happens if there is a delay in receiving the drawings from the consultant?

Ideally, the delivery time for the material is 7 days. But, under very critical conditions,

production can be taken as a special case.

Can ReadyBuild assist or organize fixing at site?

This service is not provided by us but we can help you get in touch with the relevant agencies

to do so.

Bar Benders will not take responsibility if something goes wrong. What should be done?

Tiscon Readybuild is a result of an emerging yet a strong concept (that of cut and bend

through a Bar fabrication Shop) which is gaining quick acceptance and becoming a norm.

The bar benders need to be educated on Cut and Bend to encourage its usage.

Bar benders will go to another site if the material is delayed, or there is delay for some

other reason, since they will have no job except for fixing. How would such a situation

be handled?

29 | P a g e

Tata Steel ensures that there is a full compliance with the delivery schedule. Additionally,

there is a limited possibility of idle workforce as any on-going project has requirements on a

day to day basis.

How will the availability of bar benders only for fixing be ensured?

It is advisable that the rates of the bar benders be fixed at the beginning of the project.

However, if the project is in its middle phases the rates can be re-negotiated.

Documentation

What documents are sent along with the dispatches of the Cut and Bend material?

Invoice, Test certificate, Loading List, Lorry Receipt and Weighment Slips are sent along

with every dispatch.

How is the invoice weight of Cut and bend dispatch arrived at?

The weight of the vehicle is first measured pre loading; the exercise is repeated post loading.

The difference between the two is the weight of the material. Theoretical weight for material

of each diameter is obtained from the loading list. Actual to theoretical weight ratio is

calculated and each diameter is invoiced proportionately.

30 | P a g e

6. DISTRIBUTION CHANNEL OF TATA STEEL IN RANCHI

TATA STEEL (Production unit in Jamshedpur)

↓

DISTRIBUTOR IN RANCHI (PASA SALES AND MARKETING)

↓

DEALERS OF TATA TISCON

↓

CUSTOMERS

Tata Steel products are passes through a systematic distribution channel. The production unit

is in Jamshedpur where the demand of the steel is being produced. After the production is

completed the goods are passed on to the Pasa sales and marketing, it is the only distributor

of Tata Steel in Ranchi and controls the demand and supply of the market. It further supplies

the goods to the various authorized Tata Steel dealers of Ranchi. The customers can approach

to the dealers for building their houses or can contact the contractors/masons. There are

several contractors who have registered themselves under various dealers who promote the

brand to the customers. Thus this ways the goods are distributed among various levels of

distribution channel.

31 | P a g e

7. ABOUT PASA SALES & MARKETING

Pasa Group was established in 1969, the flagship company named Krishi Vikas came into

existence. With a great vision of Mr.P.C.Agarwal the Chairman of Pasa Group, in 1969

foundation stone was laid in the name and shape of KRISHI VIKAS by establishing a

distribution network for fertilizers and graduated to a company providing Clearing &

Forwarding, Distribution, stokistship and transportation services. Currently it deals into

cement, steel, construction materials, Agricultural implements and logistics services with

expansion of Pasa House. It has the Head Office: Pasa House Circular Road, Lalpur

Ranchi. The company operation for the business is spread over Bihar & Jharkhand and has

branches in Jamshedpur, Ranchi, Dhanbad, Koderma, Gaya & Patna. Their main Godown is

in Gamharia, Jamshedpur The group has the following companies:

LAFARGE Cements

TATA TISCON – Rebars, Readymade Stirrups & Footings.

TATA SHAKTEE – Galvanised Corrugated Sheets.

TATA AGRICO – Agricultural Implements.

TATA WIRON – Galvanised Wires, Black Wires, Barded Wires, Chain Linked Fencing &

various products in Wire.

Welding Electrodes of ISWP - A subsidiary of Tata Steel.

THE PROCESS

The Company controls the demand and supply of the entire Ranchi. The products are being

promoted by Pasa Sales. They conduct various awareness program to aware the dealers,

contractors & the customers. There are around 49 (Fourty Nine) Tata Tiscon authorized

dealers in the city who are under the distributor, Pasa Sales. These dealers’ passes on the

demand of the contractors and customers to the distributor and the goods are delivered timely

to the destination. Pasa Sales regulates the entire demand and supply chain of Ranchi

contributing profit to Tata Steel. The chain flows very swiftly, no scope of goods in halt. The

order is placed to the distributor according to the requirement and it forwards the requirement

to the Tata Steel. After goods are delivered to the distributors the company supplies to its

various dealers and then it passes on to the contractors. The work is never in halt. The

contractors are able to build their projects on time. Thus Tata Steel has a high reputation in

the market for its quality and time of delivery.

32 | P a g e

8. RESEARCH METHODOLOGY

The research has been conducted using both primary and secondary data. Secondary data has

been obtained from different research papers in related areas for preparing the questionnaire.

The primary data has been obtained from the respondents of sample size of 20 Tata Tiscon

dealers out of total population of 49, and 20 non Tata Tiscon dealers out of a total population

of 35. The sample was so chosen based on a. Performance of the dealers in Ranchi area,

b. Paucity of time and money in covering certain areas.

SAMPLING.

QUESTIONNAIRE & DATA COLLECTION.

Sources of Information’s

a. Secondary Source -

ii. The information regarding the various size in which the Tata Tiscon Footings are

available was retrieved from the Tata Tiscon Readymade BROCHURE. The

brochure contained the information size, in which the footings are available, the

advantages of readymade way over traditional way.

iii. The various factors on which the customer can rate the performance of Tata Tiscon

rebars were available from the customer feedback report of 2013-2014.

iv. The data related to the sale & promotion of Tata Tiscon was obtained from the report

of accounts department.

b. Primary Source -

i. A pilot survey was conducted in Ranchi to know the various variable/factor which a

customer takes into account while purchasing rebar.

ii. A pilot survey was also conducted to know the various dealers who stock readymade

footings.

iii. An unstructured interview was taken of the officers in the sales office to know about

the strategies related to incentive schemes, warehousing, promotions & targets set for

the dealers.

Secondary data: Is the data that has been collected earlier by someone else. It was

collected after going through the annual planning report of TATA TISCON, sales

report & various journals published from TATA TISCON.

Primary data: It is originated by the researcher for the specific purpose of

addressing the research problem. It is the data collected directly from the market place

with customers, contractors, dealers & distributor often the major resource (PASA

SALES & MARKETING).

33 | P a g e

9. DATA ANALYSIS AND INTERPRETATION

10 mm

12 mm

16 mm

Figure 1: Sizes of rebar mostly preferred for making the footings

From the diagram in Figure 1, it can be inferred that the market demand of 10 mm rebars is

maximum (80%) which is used for construction of footings, followed by 12mm (15%) and 16

mm (5%).

Figure 2: Quantity of 10 mm rebar used in footings yearly

From the diagram in Figure 2, it shows on an average 25 % of the 10 mm rebars are used in

making the footings and the rest 75 % is used in other construction work of the building.

On an average to build a 3-4 store building 17 tonnes of 10 mm rebars are required,

out of it 4 tonnes of rebars are used in making the footings.

The total sale of 10 mm rebars in Ranchi is around 1,056 tonnes per month out of

which 264 tonnes are sold for the purpose of making footings.

10 mm rebarsused in footings

10 mm rebarsused in otherconstruction work

34 | P a g e

Cost of Footing rebars as compared to cost of rebars used in the

entire building:

Footing rebar

Rebar for balancestructures

Figure 3: The diagram shows estimate of rebar consumption for single storey building i.e.

92.5 % of rebars is used in balance structures and 7.5 % of rebars in footings.

Footing rebar

Rebar for balancestructures

Figure 4: the diagram shows estimate of rebar consumption for a 2-3 storey building i.e.

93.4% of rebars is used in balance structures and 6.6% is used in footings.

6.6 %

93.4 %

7.5 %

92.5 %

35 | P a g e

Figure 5:

From the diagram in Figure 5, it has been noticed that there are 4 standard sizes of footings in

the market produced by the company and according to the Dealers

1. These 4 standard sizes cover the 90% of the market.

2. 4’X 4’ size of the footing is mostly in demand in the urban areas.

3. 3.5’ X 3.5’ size is the new size that has high demand in rural areas.

4' X 4'

3.5' X 3.5'

4.5' X 4.5'

5' X 5' & 6' X 6'

Figure 6:

From the diagram in Figure 6, It show size 4x4 is maximum in use; it covers 60% of the

market demand. Then size 3.5x3.5 is new in demand in rural areas which the company is yet

to produce this size. And other three sizes are lesser in demand i.e. 4.5x4.5(10%) and 5x5,

6x6 (5%) respectively.

36 | P a g e

0

20

40

60

80

100

Number of Fresh

Customer

Mar Apr May June

Time of the year

Figure 7: Demand of Footings

From the graph in Figure 7, it has been found that the demand of fresh customers is during

the month of May, though sales occur throughout the year. This is due to a convention by

contractors who believe that construction before the monsoon will strengthen the structure as

sufficient water source can be used from the rain for curing the structure. And also according

to the dealers their sales is more during this period as they get new customers. To conclude in

this time of the year the demand for footings is high as new buildings will start from the

foundation.

Figure 8: Market Share of TATA STEEL in Ranchi

From the graph in Figure 8, it shows that TATA TISCON has the maximum market share in

Ranchi over other brands. The product has a good brand loyalty & brand image in the market.

The brand sells through an established network of nearly 49 dealers across Ranchi. As a

leader in this space, TATA TISCON offers a wide range of rebars. Mongia Steel is the good

rival of TATA STEEL in Ranchi. People purchase Mongia because of its low price and

moderate quality. People who have pocket pinch they go for Mongia compromising quality.

Captain also has a good demand in the market of Ranchi. Dealers who are not the authorized

dealers of TATA TISCON they keep Mongia and Captain in their stores.

TATA

Mongia

Captain

Jindal

Others

37 | P a g e

9.1 Voice of Customers

Customers of Ranchi trust Tata Tiscon rebars to build their houses because of the product

durability and earthquake resistant feature. Though the price of the product is high compared

to its competitors, the loyalty of the customers towards Tata Tiscon rebars has been strongly

observed. However the awareness about readymade footings has been found to be very low

as the survey has revealed that 80 % of customers are unaware of the product, which is shown

in Figure 9. A closer look into this analysis and as per discussed with the customers, the

following point have been explored.

Figure 9: About Readymade footings

Don't know

Know

Used it

Viewpoints about the product given by the customers:

1. The Readymade concept is new and good to the customers.

2. They have a positive reaction towards the product.

3. It’s better than traditional way of construction.

4. Wastage is less.

5. Constructions will be much easier and faster than before.

6. More safety and security because of stronger base and earthquake resistant support.

7. Cost of steel used in footing will be less of the total house construction cost.

8. Customer will have less responsibility because of readymade cut and bend.

9. The company need to market the product more for awareness.

10. The product will have high demand in future.

38 | P a g e

Dealers &Contractors

Advertisement inTelevision &Newspapers

Neighbour &Relative

Wall painting,Banner & Poster

Figure 10: Awareness

From the diagram in Figure 10, it has been observed that dealers and contractors are the main

source of creating awareness about Tata Tiscon footing in and around Ranchi (40%),

followed by Wall painting (30%), Advertisement (20%) and Neighbour & Relative (10%).

This shows that it is important for the company to promote Tata Tiscon footings to the

prospects through aggressive word of mouth promotion using the dealer’s network and

displaying sample in their stores. The other way of awareness creation done by the company

is through Wall painting, banner and posters / Advertisements as it affects the sight of the

people. The customer also gets information about the footings from their relatives and

neighbours who have used the product.

39 | P a g e

10. RECOMMENDATION

1. Enhance Brand visibility through retail identity program.

2. More of awareness programs likewise mason and dealers meets, campaigns for

customers to increase the demand.

3. Implementing different promotion techniques like advertising in media, banners,

hoardings, wall paintings, etc.

4. Providing sample to every dealers to aware the customers about the product

availability and its benefit.

5. Hiring a star personality like Mahendra Singh Dhoni for endorsing the Brand.

6. Motivating masons by giving them incentives or amenities to influence customers on

behalf of the company.

7. Enhance the channel capacity by implementing channel development program.

8. Strengthening retail network in identified territories.

9. Marketing personnel should interact with the dealers as well as customers on regular

basis.

10. Customer complaint should be resolved within the predetermined duration.

11. Need for additional range of product for catering to new markets/customers.

12. Increase in sales volume possible only with superior availability.

13. Like other competitors, Tata Tiscon should also conduct product promotional

program regularly.

14. Different schemes offered by Tata Tiscon should also be reached to the small dealers.

15. TATA Tiscon should focus on all such dimensions (like footings sizes of 3.5’ X 3.5’

& 3’ X 3’) which they do not manufacture but are in great demand in Ranchi market.

It corresponds to nearly 50% of the total market.

16. Tata Tiscon can increase the market share by increasing the number of distributors.

40 | P a g e

11. REFERENCES

TATA TISCON BROCHURE

ANNUAL REPORT 2014 OF TATA STEEL

TATA SEARCH- A JOURNAL FOR TECH ADVANCES

Websites : www.tatatiscon.net

www.tatasteel.com

www.google.com

www.tiindia.com

www.tatatisconreadybuild.com

www.indianinfoline.com

www.pasahouse.com

www.ebscohost.com

41 | P a g e

12. APPENDIX

12.1. SAMPLE QUSTIONNAIRE

TATA TISCON FOOTINGS

Q1.

DISTRIBUTOR / DEALER/ RETAILER/BUILDER/CONTRACTOR

NAME - Mr./ Ms.

SHOP NAME -

ADDRESS -

DATE- _____/_____/2015

More than 10 years

Less than 5years

5 – 10 years

5 – 10 years than 5 years

5 – 10 years

Q1. Years you have been working as a dealer/distributer/retailer /Builder?

Q2. Brands of rebar which are available in your store?

……………………………………………………………………………………………………..……

…………………………………………………………………………………………………………..

……………..

……………………………………………………………………………………………...

Q3. Sizes of bars mostly preferred for making a bed or footings or Mesh?

6mm

8mm 10m

m

12m

m

16mm

20mm

25mm

Q4. Sales of your rebars are mostly in which sectors for dealer / retailer?

Government construction programmes

Private construction by builder

By party

Q6. Quantity of TATA TISCON rebars sold on monthly/yearly basis?

………………………………………………………………………………………..

Q7. What is the amount of fresh customer approximately visits to your store yearly?

……………………………………………………………………………………….

Q8. Which time of the year customers are eager to make new house or building?

……………………………………………………………………………………….

Q5. What is the quantity of rebar ….mm sold on monthly/yearly basis?

…………………………………………………………………………………………

42 | P a g e

Q9. Do you know about TATA TISCON FOOTINGS?

Yes

No

Q10. In your opinion are customers well aware of TISCON FOOTINGS?

Yes

No

Q11. In your opinion what is the approximate TISCON FOOTINGS market captivity.

(Approx. out of 100 how many person buy it)?

……………………………………………………………………………………………………

PROBLEMS AND SUGGESTIONS REGARDING

TATA TISCON (WHY/WHY NOT TISCON)

1. ……………………………………………………………………………

2. ……………………………………………………………………………

3. ……………………………………………………………………………

4. ……………………………………………………………………………

5. ……………………………………………………………………………

SIGNATURE OF THE RESPONDEE

(_______________________)

43 | P a g e

CUSTOMER QUESTIONNAIRE

Date-

Name –

Address –

Q1. Are you planning to build a new house in next 2 years?

……………………………………………………………………………………………

Q2. Which brand of rebar do you prefer to build your house?

…………………………………………………………………………………………….

Q3. From where have you got the advertisement of TATA TISCON rebar?

□ Dealers & Contractors □ Television & Newspaper

□ Neighbour & Relative □ Wall paintings, Banner & Poster

Q4. What are your preferences while selecting the brand of rebar?

□ Quality □ Price □ Availability

Q5.According to you, which is the most preferable month to build houses?

……………………………………………………………………………………………….

Q6. What is the Square feet of base of your house you want to build?

……………………………………………………………………………………………….

Q7. Do you know about TATA TISCON READYMADE FOOTINGS?

……………………………………………………………………………………………….

Q8. Any Suggestions or Problems

……………………………………………………………………………………………….

……………………………………………………………………………………………….

Signature

……………………..