ASSESMENT OF MARKET POTENTIAL IN

HVAC SEGMENT

PRESENTATION ON

PRESENTED BY STUDENTS OF IIPMMR. NIRVIK MUKHERJEE

MR. RAHMATULLAH KHAN MR. SRIDEB SAHA

“I don’t believe in taking right decisions, I take decision and make them right, so always believe your ability and efforts”

“Never start with diffidence, Always start with confidence””

INTRODUCTION OF COMPANY

It Was established in1907 and was the first integrated steel plant in India

Located at JAMSHEDPUR ,Tata Steel ltd.

Tata Steel formerly known as TISCO

It is the world's seventh largest steel company

Tata Steel is also India's second-largest and the most profitable company in private sector

Presently it has an annual capacity of 6 million tonnes at its JAMSHEDPUR PLANT.

OBECTIVE OF OUR PROJECT

To study the importance and development of steel industry particularly in tubes and pipes division

Research the marketing strategies that the other companies are adopting

Measure the level of customer satisfaction

Check the current market potential and growth rate

To make a comparative study of the major competitors in the market

GEOGRAPHICAL AREAS SURVEYED

PLACE BRB road

Salt lake

Ali pore

Dum Dum

Kali ghat

Park street

COMPANIESVoltas

Blue star Tyco

Fire pro Mackintosh Mani group

South city project

Bengal Park Chamber Gillanders Arbuthnot

KOLKATA

TOTAL SAMPLE SIZE = 35

SEGMENTS

FIRE FIGHTING = 25

AIR CONDITIONING = 10

COLD STORAGE =6

DISTRIBUTION CHANNELWare house

Distributor

Retailer

Customer

SWOT ANALYSIS

STRENGTHS

Brand image

Quality

Technology

Large production capacity

WEAKNESS

Promotion

Availability

Sales force

OPPURTUNITIESDirect contact with customer

Increase distributor

Give credit who are direct customer

Give some discount to some customer

THREATSHigh market share of competitor

High price

Less demanding product for customer

Monopoly in the market

New companies like NEZONE and BANSAL are growing rapidly

ANALYSIS

AND FINDING

YEAR FIRE FIGHTING

AIR CONDITIONING COLD STORAGE

TOTAL

1 – 5 3 3 0 6

5 – 10 2 1 0 3

10 – 15 2 0 0 2

15 & ABOVE 18 6 6 30

TOTAL 25 10 6 41

YEAR OF ASSOCIATION

Government Semi government Private

PERCENTAGE 0.2915 0.2915 0.417

2.50%

7.50%

12.50%

17.50%

22.50%

27.50%

32.50%

37.50%

42.50%

PROJECT HANDLE

46%

15%7%

32%

FREQUENTLY PURCHASED

MONTHLY QUARTELY HALF YEARLY YEARLY

15 TO 25NB

25 TO 40NB

40 TO 50NB

50 TO 100 100 TO 150NB

150 & ABOVE

PER-CENT-AGE

0.129 0.1716 0.19 0.1593 0.1839 0.1655

1%

3%

5%

7%

9%

11%

13%

15%

17%

19%

MOSTLY USED SIZE OF PIPE

BRAND IMAGE DURABILITY QUALITY PRICE AVAILABILITY OTHER

PERCENTAGE 0.0981000000000001

0.0763 0.327000000000001

0.3161 0.0981000000000001

0.0109

2.50%

7.50%

12.50%

17.50%

22.50%

27.50%

32.50%

ATTRIBUTES INFLUENCEP

ER

CEN

TA

GE

Price and quality is the main factor

PERCENTAGE0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%TATA 37.11%

JINDAL 29.87%

NEZONE 12.36%

BANSAL 18.54%

OTHER 2.06%

Brand preference among the client

JINDAL is biggest competitor of TATA

TATA JINDAL NEZONE BANSAL

72% 71%57% 59%

69% 70%64% 62%

71% 64%72%

60%

47%65%

60%60%

81% 68%

58% 63%

CLIENT PERCEPTION ABOUT BRAND

Quality Availability Service Price Brand image

AVAILABILITY TIME PRICE OTHER

percentage 0.4736 0.1578 0.3684 0

3%8%

13%18%23%28%33%38%43%48%

PROBLEM FROM DISTRIBUTOR

Tata jindal Bansal Nezone Other

fire fighting 0.35 0.54 0.13 0 0

airconditioning 0.27 0.47 0.03 0.09 0.14

cold storage 1 0 0 0 0

10%

30%

50%

70%

90%

110%

Quantity purchased in a year

Demand of brand in the market

Tata jindal Bansal Nezone Other

percentage 0.36 0.49 0.08 0.03 0.04

5%

15%

25%

35%

45%

55%

Market share

Comparison of market share of all brand

TARGET CUSTOMERCOMPANY

NAME MOSTLY PURCHASE BRANDTATA

(IN %AGE)JINDAL (IN

%AGE)BANSAL (IN

%AGE)NEZONE (IN

%AGE)OTHER

(IN %AGE)

ETA (AC) 30% 70%

STERLINE &WILSON

(F&AC) 10% 90%

BLUE STAR (AC) 30% 70%

PAHARPUR (AC) 10% 10% 80%(HARYANA)

RAWAT AND INSULATION 15% 70% 15%

FIRE PRO 40% 60%

GILLANDER ARBUTHNOT 10% 90%

MACKNITOSH 40% 60%

BALAJI FIRE PROTECTION 20% 10% 70%

PERCENTAGE 23% 59% 1% 8% 9%

STPSEGMENTATION

Big companies

FIRE FIGHTINGAIR

CONDITIONINGCOLD STORAGE

TARGETING Big companies

Sale turn over more than 100cr

End user

POSITIONING

Brand quality

Brand image

Giving some discount

By negotiation

CONCLUSION

Finally we came to the conclusion that there is no substitute product in the market in our segment

The main competition is with JINDAL which is taking over its market in tubes and pipes

Monopoly done by the distributers regarding price and availability

SUGGESTIONImprove the delivery system from the distributers

Setting a mind set among the buyers through Promotion and advertisement

Targeting the new sectors or the developing sectors in the market

Some companies who deals directly to Jindal and Bansal as their purchase quantity is very high so Tata can also start using that method

Visiting the site or the project will also make a good impression or knowing about the pipes used in the projects

Increasing the distributors as there is a huge monopoly in the market due to less distributors

MARKET EXPECTATION

Price reduction

Supply of 20NB, 40NB and 50NB from October to February in case of cold storage

Exact quantity supply

Increase the range of thickness and size For example: Beveled edges (9.54mm)RSP (Mecca) 80NB*5.5mm, 100*6mm, GS=2 Project 150NB*7.14, 200NB*9.52mm, 250*9.52mm, 300*9.52mm

Improvement in the quality of pipe from 15mm to 50mm diameter

THANK YOU