PROJECT REPORT

ON

A MARKET POTENTIAL OF
COMMERCIAL TUBES IN
JAMSHEDPUR

SUBMITTED TO-
MR. KAPIL NANDRAJOG
(CUSTOMER ACCOUNT MANAGER
TATASTEEL TUBE DIVISION)

GUIDED BY
MR. IBRAR KHAN
(MARKETING CO- ORDINATOR
TATA STEEL, TUBE DIVISION)

SUBMITTED BY-
SOUVIK SEN
(PGDM-MARKETING
ASIA PACIFIC INSTITUTE OF MANAGEMENT)

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To Whom It May Concern:
Asia Pacific Institute of Management
3&4 institutional Area
Joshla
New Delhi -110025

Tel no-91-11-42094800

Sir,

Sub- Summer Project in Marketing

We are pleased to accept Mr.Souvik Sen, a PGDM (Marketing) student of your institute has
done a Summer Project in area of Marketing for the period of 8 weeks during April – May
2010.

We are offering the project topic “A Market Potential of Commercial Tubes in Jamshedpur”.
The project is submitted to Mr.Kapil Nandrajog (Customer Accounts Manger) and guided by
Mr. Ibrar Khan (Marketing Co- ordinator Tata Steel, Tube Division). Kindly note that no
stipend is payable and the student will have to make his own arrangement for lodge, board,
local, transport etc.

Yours faithfully,

By. Divisional Manager

(Tata Management and Development Center)

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 EXECUTIVE SUMMARY

Tubes Division, TATA Steel is the leading manufacturer of commercial Tubes

in the market. This industry is highly fragmented with more than hundred
manufacturing units. With an aggregate capacity of over 21lakh MT, this
industry is characterized by huge over capacities. 50% of supplies emanate from
the small manufacturers, most of them having strong regional presence. There is
also severe threat of substitution from PVC Pipes primarily in plumbing and
irrigation segments. Tube Division, TATA Steel is the no. 1 company in the
Indian tubes industry and is the only company with the well established national
network.

The main objective of the research here done on behalf of TATA STEEL Tubes
Division is:

“To find out the potential of standard Tubes in Jharkhand”

The sub objectives related to the objectives are:

• To find out that what are the attributes which customer prefers more while
purchasing commercial tubes.

• To find out the different segments and corresponding customer group of

commercial pipes.

• To find out the key customer requirements and expectation of GI pipes.

• To find out the different sizes which are in more demand in Jharkhand
market.

• To find out the closest competitors of TATA TUBES in Jharkhand.

• To find out the market share of different players in GI Pipes industries in

Jharkhand.

• To find out the constraints which are faced by TATA TUBES in way of
increasing market shares?

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 • To find out the substitute of GI Pipes and reason of substitute.

• To find out the different complaints which are acknowledged by the end
users.

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
and the second set was designed for Plumbers. We prepared a structured
questionnaire and data has been collected from all our respondents by
conducting interviews. 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 pipes are mostly preferred in the market because of their superior
quality and brand name.

• Key segments and customer group of GI pipes are:

Market segment Customer group

Plumbing Individual & house builders

Irrigation Farmers

Process Cold storage, heating and air

conditioning and other
industries.

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• Durability of pipes, leak proof pipes, authenticity, uniform thickness and
rust free pipes 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 GI pipes.

• Although Tube division, TATA Steel manufactures a broad range of tube

diameters (sizes), it is unable to supply those sizes which are in more
demand.

• Besides local competitors Jindal and Surya are the strong organized
competitors of TATA PIPES.

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 AN ORGANIZATIONAL HISTORY

A timeless vision
“The nation which gains control of iron soon acquires the control of gold. “ --
These were the words that inspired a young Jamsedtji Nusserwanji Tata
envisages a bold new dream for India.

Jamsedji persuaded Charles Perin - world renowned metallurgist and geologist -

to come to India and work on a steel project. Charles Perin and his team
discovered 3 billion tons of ore at Sakchi and Jamsedji Tata’s dream of thirty
years was cast into reality. Tata Steel came into being in 1907. On 16th February
1912, the first ingot of steel was rolled out of the Sakchi plant.

The Tata Iron and Steel Company was India’s first and the largest steel company
in the private sector. Today, Tata Steel ranks among the world’s top steel
companies and has emerged as one of the lowest cost producers of steel in the
world.

Jamsedji Tata ranks among the greatest visionaries of industrial enterprise of all
time. He was gifted with an open mind to absorb new ideas and a strong
determination to make them happen. He was interested in everything he saw and
was always looking for ways to put his knowledge to use, not just for himself
but for India. He laid the foundations of Indian industry, contributed to its
consolidation, and became a key figure in India’s industrial renaissance. Tata

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Steel is a solid manifestation of the iron grit, courage and determination of its
founder, Jamsedji Tata.

ABOUT THE PIONEERS

There is a difference between making money for oneself and creating wealth for
others. TATA STEEL is a story of a business house that has created wealth for
nation. This is a story of struggle, anxiety, adventure and achievement. This is
the story of pioneers of TATA STEEL.

THE FOUNDER-

Jamsetji Nusserwanji Tata (1839-1904)

Jamsetji Nusserwanji Tata ranks among the greatest

visionaries of Industrial enterprises of all time.
Gifted with the most extraordinary imagination and
prescience, he laid the foundations of Indian industry,
contributed to its consolidation, and became a key figure in
India’s industrial renaissance.
Born on 3rd March, 1839 into a family descended from Parsi
priests in Navsari, a centre for age-old Parsi culture, he was educated at
Elphinstone College, Bombay.
Initiated early into the techniques of trade by his father, he traveled wide, gained
a scientific outlook, and set up at first, textile business in India, introducing new
machinery that vastly improved the production of cotton yarn in the country. He
however realized that India’s real freedom depended upon her self-sufficiency in
scientific knowledge, power and steel, and thus devoted the major part of his
life, and his fortune to three great enterprises – The Indian Institute of Science at
Bangalore, the hydro-electric schemes, and the Iron & Steel Works at
Jamshedpur.

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Wealth to him was not the end but a means to an end,
the increased prosperity of India. His attitude to
labour was remarkably ahead of his times, constantly
reinforcing the norm that the success of industry
depended upon sound and straightforward business
principles, the interests of the shareholders, the
health and welfare of the employees. As early as 1892, he established the J N
Tata endowment for higher education abroad of outstanding Indian students.

PIONEERS-

Sir Dorabji Tata (1859-1933)

J N Tata had exhorted to his sons to pursue and develop his

life’s work; his elder son, Dora Tate carried out the bequest with
scrupulous zeal, and distinction.
Thus, even though it was Jamsedji Tata who had envisioned the
mammoth projects, it was in fact Dorab Tata who actually
brought the ventures to existence and fruition. He was the first
Chairman of the gigantic Tata enterprises.
He had a deep interest in people. The great labour strike in 1920 in Jamshedpur
ended in a day due to his intervention. It demonstrated India could have no
better employer of labour than Sir Dorab.

A great sportsman (riding, tennis, football, cricket), he was President of the

Indian Olympic Association which he served keenly with liberal funds, and total
commitment. He was the Founder of the Parsi Gymkhana of Bombay, and a
founder member of the Willingdon Sports Club.

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His charities were numerous and munificent. The Dorab Tata Charitable Trust
that he executed, covering property and crores of rupees is used today for
innumerable charitable causes and institutions.

Bharat Ratna Jehangir Ratanji Dadabhai Tata (1904-1993)

JRD Tata has been one of the greatest builders and

personalities of modern India in the twentieth century.
He assumed Chairmanship of Tata Sons Limited at the young
age of 34; but his charismatic, disciplined and forward-looking
leadership over the next 50 years and more, led the Tata Group
to new heights of achievement, expansion and modernization.
Under his stewardship, the number of Tata ventures grew from 13 to around 80,
encompassing steel, power generation, engineering, hotels, consultancy services,
information technology, art and culture, consumer goods, industrial products,
etc. He was the pioneer of civil aviation in India. In 1932, he introduced air
transport in the country--the enterprise later became Air India.

He implicitly followed the principles of business ethics of the great visionary

Jamsedji Tata, his ideal. He also personally crusaded for issues that he felt were
imperative for India’s development--family planning, women’s education,
spread of literacy. The 100% successful family welfare schemes at Tata Steel
and the various educational programs for all, directly emanate from JRD Tata’s
insight.
Numerous national and international honours were bestowed on JRD Tata.
These included Knight Commander’s Cross of the Order of Merit of the Federal
Republic of Germany, Bessemer Medal of the Institute of Metals, London, and
the United Nations Population Award.

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Government of India conferred the highest civilian award of the land, Bharat
Ratna to JRD Tata in 1992.

For all his colossal achievements, JRD Tata was a modest, sensitive man,
forever espousing the cause of his employees. His natural love for people
endeared him to all... across the entire spectrum of society.

RATAN TATA – (1993 – Till now)

Ratan N. Tata serves as Chairman of the board,

Member of Group Corporate Centre and Member
of Group Executive Board of Tata Group. Mr.
Tata was appointed Director-in-charge of
National Radio & Electronics Company Ltd.
India’s industrial renaissance. Tata Steel is a solid manifestation of the iron grit,
courage and determination of its founder, Jamsedji Tata (NELCO) in 1971. He
serves as Chairman Emeritus for Nelco Ltd. Tata Motors Ltd. , Tata Chemicals
Ltd. , Tata Power Company Ltd. ,Tata Iron & Steel Co. Ltd. and Tata Tea Ltd.
Mr. Tata joined Tata Group in 1962.

As a Chairman of Tata Industries Ltd. since 1981, he was responsible for

transforming the company into a Group strategy think-tank and a promoter of
new ventures in high technology businesses. In 1991, Mr. Tata was appointed
Chairman of Tata Sons Ltd. the holding company of the Tata Entities and
currently holds the Chairmanships of major Tata companies. During the tenure,
the groups revenues have grown over ten-fold to annualized group revenues of
$62.5 billion. Mr. Tata is on the Central Board of the Reserve Bank of India, a
member of the Prime

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Minister Council on Trade and Industry beside a member of various global
councils. He is also the Chairman of two of the largest private sector promoted
philanthropic trust in India.

The Government of India honored Mr. Tata with its second highest civilian
award, the Padma Vibhushan, in 2008. Earlier, in 2000, he had been awarded the
Padma Bhushan. He has also been conferred an honorary doctorate in business
administration by the Ohio State University, an honorary doctorate in
technology by the Asian Institute of Technology, Bangkok, an honorary
doctorate in Science by the University of Warwick, and honorary fellowship by
the London School of Economics. Mr. Tata has been on the company Board
since over 19 years including 13 years in an executive capacity and is actively
involved with product development and other business strategies pursued by the
company. One of his achievements include designing and developing an
indigenous Indian car-Indica which decides creating a record of sorts, is one the
leading products in its category in the car market.

STRATEGIC BUSINESS UNITS

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Apart from the main steel division, Tata Steel's operations are grouped under the
following strategic business units.

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FLATS
The Flat products business group of the Steel division is
the country’s largest manufacturer of world-class steel
products. With a capacity of 2.5 million tones per annum
of hot rolled, cold rolled and coated products, this
business group produces approximately 65% of total
saleable steel. The ‘steel with a soul’, ‘Tata Steelium’ is
one of the first branded cold rolled steel products in
India. The brand promises superior formability, flatness,
surface quality, thickness, consistency and strength.

LONGS
The Long products business group of the Steel division
produces value-added finished products comprising SBQ
(Special Bar Quality), wire rods, merchant bars and semis
in the form of continuous cast billets.

FERRO ALLOYS AND MINERALS

This business unit operates the chrome mines in Sukinda
valley in Orissa and has a Ferro chrome making unit in
Bamnipal and a Ferro manganese unit at Joda. It is one of
the largest players in the global Ferro chrome market.

TUBES
Tata Steel Tubes business unit is the largest domestic
manufacturer of steel tubes. It promotes three lines of
businesses: Standard tubes, Precision tubes and Closed
structural.

BEARINGS
Tata Bearings is a leader in the auto ancillary two-
wheeler market segment. It produces around
22.46 million ball bearings and 2.56 million taper roller
bearings.

GROWTH-SHOP

Growth Shop delivers world-class services and

equipment. Over 1the years, it has played an important
SUBSIDIARY / ASSOCIATES / JVS

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Corus : Europe’s second largest steel maker with operations in the
UK and mainland Europe and over 40,000 employees worldwide.
Its long and strip products cater to the construction, automotive,
packaging, engineering and other markets worldwide. Corus is
implementing major investments at its plants at Ijmuiden, in the
Netherlands and at Scunthorpe in the UK as part of its drive to
strengthen product differentiation, improve operational efficiency
and reinforce existing competitive position, particularly in the
construction and automotive sectors, including the development of
new advanced high strength steels.

Tinplate Company of India Limited (TCIL) : With a market share

of over 35%, it is the industry leader in India. It has the capability
to supply all tinning line products including electrolytic tinplate /
tin-free steel and cold-rolled products.

Tayo Rolls Limited: India's leading roll manufacturer and supplier,

the company produces rolls which find application in integrated
steel plants, power plants, the paper, textile and food processing
sectors, and the government mint.

Tata Ryerson Limited (TRYL): TRYL Is in the business of steel

processing and distribution. It offers hot and cold rolled flat steel
products in customized sizes and quantities through processing
services and materials management services.

Tata Refractories Limited (TRL): It produces High Alumina,

Basic, Dolomite, Silica and Monolithic Refractories and offers
design, procurement and re-lining applications services. It is one of
the few companies worldwide to produce silica refractory for coke
ovens and the glass industry. The Company has a basic bricks
manufacturing unit in China.

Tata Sponge Iron Limited (TSIL): TSIL is the first Indian sponge
iron plant based on Tata Steel's Direct Reduction Technology. Its
major product lines are sponge iron lumps and fines.

Tata Metaliks: Amongst the top wealth creating companies

(EVA+) in the country, Tata Metaliks is engaged in the business of
manufacturing and selling foundry grade pig iron.

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INTRODUCTION OF THE COMPANY

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 Name of the Company : The Iron and Steel Company Limited
(Tube Division)
Name of the Business : Manufacturing

LOCATION Head office Works

Address The Iron and Steel Company
Limited , (Tube Division)
43,Jawaharlal Nehru
road,kolkata-700071
The Iron and Steel Company
Limited , (Tube Division)
P.O.- Burmamines
Jamshedpur , Jharkhand
PIN: 831007

Telephone 91-33-2288 7215 6141 2270995,2149291

Fax 91-33-22824325 0657-2270304

Website www.tatatubes.com,
www.tatasteel.com

HISTORY OF TATA TUBES

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A new dimension in steel tube technology opened up in India in the early 50’s
with the establishment of the Indian Tube Company Ltd.(ITC), a joint venture
between Tata Steel and Stewarts & Lioyds UK(now a part of British Steel).
After the disinvestments by British Steel, ITC merged with Tata Steel to form
the Tubes Division in 1985, which today is the leading welded steel Tube
Company in India with a manufacturing capacity of 2,50,000 tones.

The works situated in Jamshedpur have the following Plants:

 High Frequency Induction Wield (HFIW) Tube Mill for black &
galvanized tubes and rectangular and square hollows.

 High Frequency Induction Wield (HFIW) Tube Mill for Precision Tubes.

Currently TATA STEEL (Tube Division) occupies the no.1 position in the
Indian Tubes Industry and is the only company with a National Network.

Tubes Division has well established IT infrastructure, which includes an ERP

system covering 30 sales points. Marketing HQ & works through WAN, Lotus
Notes Mailing system & other office automation applications covering
marketing and sales network. A web enabled complaint management system is
also being implemented.

Important Milestones:

1953 – Formation of erstwhile Indian Tubes Company Limited by Tata Steel,

Stewarts and Lloyds.

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1955 – Commissioning of F.M.(Frentz Moon)-1, For large size tubes.

1957 – C.R.(Cold Rolling) & E.R.W.(Electrical Resistance Welding ) plant

started.

1959 – Seamless plant goes out in stream.

1966 – F.M.- 11 added.

1975 – E.R.W. Modernization.

1981 – British Steel decision to dis- invest outside U.K, share offered to
TISCO.

1983 – TISCO,ITC arrangement for conversion of strips into tubes.

1985 – Amalgamation of Tata Steel and Indian Tubes. It becomes Tubes

Division TISCO.

1990 – High frequency Induction Weld Mill(HFIW)added

1993 – F.M.1obseleted in April.

1994 – 2ND PTM(PRESICION TUUBE MILL)added.

1998 – Seamless plant obsoleted in January.

CERTIFICATES

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- Tubes division has been awarded the ISO 9002 certificate since October
1994 as recognition of our excellent quality systems.

- The American Petroleum Institute has given Tubes Division, a certificate

of authority to use the API monogram for Welded line pipes. TATA
STEEL is an established player in this sector and has been supplying
seamless tubes in casings, tubing’s and line pipes to the oil industry since
1970. In this regard, it is pertinent to mention that the company is well
acquainted with stringent and specific requirements of this segment and
has performed extraordinary well in catering to the needs of their
customers.

- The division is recognized by central Boiler board as “Well known Tube

and Pipe Maker” and granted self certification status for boiler tubes.

- Lloyds Register has approved Tubes division as a manufacturer in

accordance with the accordance with the requirements of Lloyd’s register
for:-Welded pipes and tubes in carbon, carbon- manganese amd alloy
steel.

GEOGRAPHICAL LOCATION

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Jamshedpur is well connected with Railway, Transport, and
Airbase

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 PRODUCTS & ITS APPLICATIONS

I. Standard Tubes: Standard tubes are extensively used in:

 PLUMBING
 IRRIGATION
 COLD STORAGE: The cold storage industry constitutes a very
important market segment for TATA PIPES. Pipes are the lifelines
of cold storage unit.

TATA PIPES is the market leader in this segment.

It was found necessary that we consolidate our leadership position through a

marketing strategy that shall strengthen brand loyalty, both in the short term and
the long term.

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 II. Precision Tubes: Precision tubes are extensively used in:
 Automobile, power & industrial boilers,
 Transformers, super heaters,
 Economizers, heat exchangers,
 Bicycles, automobiles
 Railway electrification,
 Furniture applications,

A team of highly qualified engineers in the research and development wing

keeps pace with improved techniques and latest developments in tube
technology pertaining to this field.
ERW Precision tubes offer many advantages, such as Close tolerances in
diameter.

III. Closed Structural: Closed Structural tubes are

extensively used in:
 Agricultural implement frames, amusement park & play ground
equipment.
 Automobile chassis, bridges, bus stands.
 Conveyor gantries, cranes
 Drilling rigs, exhibition stalls
 Furniture, partition frames, flood light masts
 Guard rails, staircase, industrial lifting equipment
 Industrial sheds, large span portal frames.
 Pallets, footbridge, sign supporting structures
 Space frames, sport galleries, transmission line towers, trolley,
trucks & bus body members and lots of other application.

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 PRODUCT PROFILE OF TATA TUBES

The “Tata Steel Tubes Division” manufactures Tubes in accordance with the
Lioyds Register and according to Central Boiler Board; we are a “well known
pipe maker” under regulation 4C (2) of the IBR Act 1950. Few tube makers in
India enjoy this self-certification status. The division has also been accredited
with the ISO 9002 Certification for confirming to high quality standards.

Size Range of 2”ERW Mill

 ERW Range from 12.70 mm to 50.80 mm OD with thickness range of

0.60 mm to 5.50 mm

Size Range of 3”HFIW Mill

 ERW Range from 12.70 mm to 76.20 mm OD with thickness range of

0.60 mm to 6.00 mm

Size Range of 4”ERW Mill

 ERW Range from 31.75 mm to 114.30 mm OD with thickness range of

1.50 mm to 6.00 mm

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PRODUCT SPECIFICATION

Steel Tube Technology opened up in India in the early 1950s with the
establishment of the Indian Tube Company Ltd. (ITC), a joint venture between
Tata Steel and Stewarts & Lloyds UK (now a part of British Steel).
After the disinvestments by British Steel, ITC merged with Tata Steel to form
the Tubes Division in 1985, which today is the leading Welded Steel Tube
Company in India with a manufacturing capacity of 200,000 tones.

STANDARD TUBES

Indian Standards: IS 1239 Part-1, IS 1161

British Standards: BS 1387

American Specifications: ASTM A 53

PRECISION TUBES

Indian Standards: IS: 1914, IS: 1978, IS: 2039, IS: 3074, IS: 3601, IS: 7138,
IS: 8036, IS: 1161, IS: 4923

British Standards: BS: 980, BS: 1717, BS: 1775, BS: 3059, BS: 6323

American Specifications: ASTMA 178, ASTM A 214

Japanese Standards: JIS: G 3445

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 COMMERCIAL TUBE MILL

Reliable, long lasting and customized Precision welded tubes from Tata Steel
meet national and international standard.

Standard/Commercial tubes are manufactured from hot rolled steel, the finest
quality steel from Tata Steel’s state of art HSM plant. Used extensively in power
and industrial boilers, transformers, super heaters, economizers, heat
exchangers, automobiles and other engineering applications, precision welded
tubes are manufactured with customary TATA commitment to quality. The
manufacturing process is governed by comprehensive quality plan. Constant
quality check is carried out during the manufacturing process, both in the two
and three inch mill, with size ranges from 12.70mm OD to 76.2mm OD, with
thickness ranging from 0.91mm to 4.06mm. The manufacturing process involves
forming of hot rolled steel strips in to a tabular shape, the edges being weld
under pressure using induction heating.

The HR strip coil stock is then leveled and cut, before the ends are welded
together in the flash welder. After edge slitting, the strip is progressively bent
into tabular form. Forming takes place at an ambient temperature, with a close
control on dimensions and surface finish is maintained. Welding and sizing
follow this. The continuous tube is then straightened and cut to the required
length.

In order to identify defects both in parent material as well as the welded zone,
non destructive testing is done both online and off line this process is
particularly useful for ensuring the quality of boiler tubes. The state of the art
2inch mill has an automatic high speed cut off machine. The tubes are finally
sent to the normalizing furnace. Normalizing removes metallurgical differences
between the weld zone and the body of the tube and the effect of cold working
caused in the forming process. This restores the grain structure and there by
stress relieves the tubes. It is also necessary for achieving the desired level of
mechanical properties, such as hardness, yield and tensile strength.
Normalization is done for all boiler and cold drawn tubes. It may be done for
other tubes also if specified. Precision welded tubes are reverse engineered to
meet exact customer requirements. New products are developed to meet
changing customer needs.

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MANUFACTURING PROCESS

Commercial tubes are manufactured by the high frequency induction welding

process which commonly known as the HFIW process. Until 1993 these tubes
were manufactured entirely in the old 3-inch ERW mill which can produce tubes
with outside diameter 90d) ranging from 15.88 to 76.20mm. in august 1993 a
new 2-inch precision mill facility was procured, with the commissioning of
which, Commercial tubes of OD as low as 15.88mm and with a lower thickness
of 0.99mm became commercially available. The current manufacturing range
extends from 12.7mm to 76.2mm OD. The thickness range is from 0.6mmto
4.06mm.

The process entails forming of hot rolled steel strip into tubular shape and
welding the edges under pressure, using induction heating. Since forming takes
place at ambient temperature using cold rolled strip, a very close control on
dimensions and surface finish of the tubes is possible. Pre-treated hot rolled
strip, subsequently cold rolled to close tolerances, is the feed-stock for the
manufacture of precision ERW tubes.

In the 3-inch HFIW mill, the hot rolled strips are leveled and the end cuts
square to enable end to end welding of coils to form endless lengths of strips for
maintaining the continuity of the mill. The strip edges are then trimmed to
ensure cleanest possible surface for welding. The mill proper consists of series
of forming rolls which bend the strip progressively into tubular form by centre
forming with abutting edges.

The process of tube making in the 3 inch Commercial tube mill, through quite
similar to that of the old mill, incorporates the latest technology. The superior
edge forming technique employed here has made it possible o roll tubes with
thickness/diameter ratio ranging from 1.6to10%.it has a state-of-the-art
automatic weld-temperature controller, which ensures complete consistency in
the weld quality irrespective of any minor variations in the mill speed, strip
thickness etc. its automatic high speed cut-off machine is designed to cut tubes
of at speeds of 100 meters/minute.

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COLD DRAWING
The cold-draw plant is an important complement to the ERW plant ERW tubes,
if required in non-standard sizes for specific end uses with close dimensional
tolerances and superior physical/mechanical properties, and produced by cold
drawing the pre-treated tube through a die over a plug to maintain both the
outside and the inside dimensions of the

tube to very close tolerances. A wide assortment of sizes within the general
range is possible by means of cold drawing.

PACKAGING
The tubes are packed lose as well as in bundles and as required. The tubes are
covered with polythene bags and polythene-lined Hessian bags. The following
modes of packing are generally used.

1. Loose ends bagged with Hessian/polythene

2. Bundles, ends bagged with Hessian/polythene
3. Bundles wrapped with wax paper and Hessian/polythene

Special finishes or modes of the packing, in so required, are undertaken after

mutual discussion.

ADVANTAGES
ERW precision tubes offer many advantages, such as-

Close tolerance on diameter and thickness.

Exceptional concentricity and a smooth finish, both inside and outside.
These features facilitate designers to obtain uniform flow under controlled
temperature and pressure.
Fabricators exercise great control of close bending and tube alignment in butt-
welding

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APPLICATION

These tubes are widely used in:

1. Power and industrial boilers

2. Transformers

3. Super heaters

4. Economizers

5. Heat exchangers

6. Bicycles

7. Automobiles

8. Railway electrification and furniture

9. General engineering & special applications

10.Air heater

11.Pre-air heater (carbon & corten tubes)

ORGANISATION STRUCTURE – TUBES SBU

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MD TATA STEEL

B. MUTHURAMAN

COO STEEL

H M NERULKAR

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COMPETITORS

ATLAS STEEL TUBE INDUSTRIES:

It was established in 1987 as the captive unit of Atlas cycle industries Ltd.
SONEPAT pioneer of bicycle manufacturing in India. The tube rolling
capacity has been enhanced to 38000 M.T by an installation of second
tube mill in 1994. Precision steel tube from 12mm outer diameter are
produced in thickness range from 0.70mm to 3.65 mm from
automobile, bicycle, furmiture & general engineering industries
confirming to national and international quality standards. A team of
highly qualified and experienced engineers mining, controlling and
handling the operations consistently. Continuous improvement and
innovation is an unending Endeavour at atlas. Atlas is able to supply the
tubes within the shortest lead time. Atlas has its high speed slitting line,
modern tool room with C.N.C turning centre, tube recutting finishing
facilities

TUBE INVESTEMENT OF INDIA LTD:

Tube investment of India known as the flagship company of RS 8500 cr

MURUGAPPA Group. It manufactures precision steel tubes and strips,
car doorframes, automotive and industrial chains and bicycle. The
company has 13 manufacturing / assembly units spread across the
country. Marketing office acts as an interface between customer
requirements and production team. The company’s are listed on national,
Mumbai and Chennai stock exchange within India and GDRs on the
Luxembourg stock exchange. The company’s product segments are
engineering, metal formed products and cycles. TI is the market leader
in precision tubes with 61% market share by virtue of its quality and
application of engineering capabilities. TI is the market leader in roll
formed car doorframes with 57% market share by virtue of its cost
efficiency, association with key auto majors and rolling forming
capabilities. TI is the market leader in automotive chain with 35% market
share by virtue of its cost, quality and delivery and association with two
wheelers majors TI is the leading player in bicycle segment with 30%

1
market share by virtue of its brand equity, product development capacity
and proximity to the markets.

Bhushan Steel & Strips Limited (BSSL)

The flagship company of the Bhushan Group was incorporated in 1983. It

deals with rolled steel strips, steel ingots, and the scrap obtained from the
manufacturing process.
The products manufactured by the company are cold rolled steel
coils/sheets, galvanized steel coils/ sheets, hardened & tempered steel
strips, high tensile steel strapping, precision tubes (ERW and CEW)
having applications in Automotive, Boiler & Heat Exchangers, Air
Heater, Bicycle & Propeller Shafts Shock Absorbers, Textiles
industry etc.

The company has entered into a technical collaboration with Sumitomo

Metal Industries, Japan in order to acquire the latest know-how and the
quality requirements of all clients in the engineering, Automobile &
White Goods Appliances industry. Be it specialized steel for the
automotive and white goods industry, or steel for highly discerning
international clients. BSSL is in the process of setting up one of the most
advanced Hot Rolling Plants of the world in Orissa.

Automobiles & White Goods/ Domestic appliances & General

Engineering Industries Its automobile clientele includes Maruti
Udyog, Honda, Telco, Hindustan Motors, GM Hyundai Motors, Ford
Motors, M&M, Richer Tractors, Ashok Leyland, LML, Scooters
India Ltd, Bajaj Auto, Honda Motorcycle, Yamaha Motors and Bajaj
Tempo.

Its Home Appliance clientele includes LG Electronics, Whirlpool,

Videocon, Daikin Shriram, National Matsushita, Samsung Electronics
Godrej, Voltas, IFB, Fedders Lloyd, Carrier Refrigeration, Electrolux
Group, Hitachi Air conditioners, KF Bearing Cromptom Greaves, BPL
and Philips India. Its Engineering clientele includes BHEL Aistom
Limited, L&T, GE Motors, Jhonson Lift, Kone Elevator, Lucas TVS,

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 NRB Bearing, Harsha Engineers Limited, Bundy India Limited and
Tecumseh.

KEY CUSTOMERS OF TATA TUBES

East Singbhum

No. Dealers name Contact Key person Address

number
1 Sawa sanitary 0657-2291691 Mr. Adit Main road
Sawa jugsalai
2 Bhawani sales 0657-2422755 Mr. Ratan Lal Bistupur

3 Cherry sales/Bajrang 0657-2340228 Mr. Bajrang 18, Golmuri

store Agrawal Market
4 Chotanagpur agencies 0657-2430902 Mr. Kamal Main road
Bakrewal Bistupur
5 Hindustan cement 0657-2223642 Mr. Sanjay B-block
agencies Kumar Sonari
Agrawal
6 J.J. Trading 0657-2370809 Mr. O P Lokhwari
Agrawal Bhawan
Adityapur
7 Krishna Hardware 0657-2424826 Mr. B.K. 13/9 Bistupur
Yadav Market
8 Modi Tiles 0657-2427701 Mr. Suresh Near
Modi Gurudwara,
sakchi
9 Shyam Tiles 0657-2435907 Mr. Shyam New Kalimati
Khandelwal Road Sakchi
10 Kaizen Sanitary 0657-2421460 Mr. Badri Near
Narayan Gurudwara,
sakchi
11 Pawan Hardware 9431525204 Mr. Pawan Adityapur
Agrawal
12 Bath Gallery 9835169553 Mr.Ratan Sakchi
Agrawal

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13 Debuka Traders 9431110453 Mr.Sitaram Sakchi
Debuka
14 Suraj Hardware 9431187386 Mr.HR Sakchi
Chaudhary
15 Shree Hari Hardware 9334624699 Mr.Sekhar Sonari
Agrawal
16 Munna hardware 0657- Mr.ajay Telco
2283186 Kumar
17 Sona Agency 9835120407 Mr.Rajiv Mango
kumar
18 B.I hardware 9334631019 Mr.sourabh Baridih
ahuja
19 Shyam building 9934533105 Mr.shyam Sarikella
agarwal

RANCHI

No Dealers name Contact Key Person Address

Number
1. Ganpati 0651- Mr.Aditya Main road
enterprises 2331442 Sharma
2. Prem industrises 0651- Mr.Rajeev Sewa sadan
2200317 khandelwal road
3. Jain enterprises 943118166 Mr.j.k jain Main road
9835350654
4. Venkatesh 0651- Bariatu
sanitary&sales 2547576 Road Ranchi
5. Prem agency 0651- Sewa sadan
2200317
6. D.S sanitary&tiles 0651- Sunil gupta Harmo road
5451174
7. Allied sanitary 9431326721 Md.j. Akhter Fatehullah
road
8. Indian 0651- Mr.rajeev Patel park

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 sanitary&hardware 6452339 kumar singh road harmu
ranchi
9. Jain Sanitaryware 0651- Mr.K.C.jain Gulab gul
2201268 building
H.B.road
ranchi

DUMKA

No Dealers name Contact Number Key Person Address

1. Scientific 06434-222389 Mr. ram Zila school
emporium 9431156181 avtar road
singhaniya
2. Tubes&sanitary 06434- Mr. anup Bhagalpur
store 224540/222323 keshri road
3. Singhania 06434-226725 Mr. vikas Sarai road
sanitary 9431130355 singhania dumka
4. Shiva sanitary 9413167645 Mr. Rupesh Bhagalpur
Kumar road dumka

DHANBAD

No Dealers name Contact Key Person Address

Number
1. Basera Mr. sanjay mohalbani
traders
2. Builders 9835561133 Mr. Ramesh G.T.road
palace Kumar govindpur
3. Pathak 06540- Mr. santosh Upper bazar
brothers 262367 kumar
9835740467 pathak

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 RESEARCH OBJECTIVE

To give correct information to the management of Tata tube for having

the detailed market scenario of Steel tubes.

To find out the areas of satisfactions and dissatisfactions of Tata tubes.

To find out the strengths and weaknesses of competitors in the market of

steel tubes.

To find out the future demand of steel tubes.

To find the market size of Steel tubes in Jharkhand.

To find out the factors that effects the demand for steel tubes

To analyze data and make recommendations about possible improvement

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

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 SCOPE OF THE STUDY
The study is confined to 44 outlets which consist of Distributor, dealers and
retailers in Jharkhand.

The survey which we conducted in Jharkhand will certainly help out the
management to know the loopholes in their strategy.

The survey will lead them to have a detailed analysis of competitors’

strategy and they can plan to have an edge over competitors.

All distributors, dealers and retailers dealing with Steel Tubes(GI PIPES)
were interviewed.

The information about competitors’ strength was gathered from all the
dealer and retailer to gain information from the competitors’ office, which
was fruitful in analyzing the demand.

The following 15 representative market areas were studied which covered

44 outlets as suggested by the company:

1. JAMSHEDPUR
2. CHAIBASA
3. SIMDEGA
4. GIRIDIH
5. GOMIA
6. ADITYAPUR
7. RANCHI
8. RAMGARH
9. HAZARIBAGH
10.DALTONGANJ
11.DHANBAD
12.GARWAH
13.GUMLA
14.DEOGHAR
15. JHUMRITILAIYARESEARCH METHOD

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RESEARCH DESIGN

The research is of exploratory type. The research tried to find out the potential
of commercial tubes in Jharkhand, market share of leading tube manufacturers
in Jharkhand and different attributes of GI Pipes which are required/expected
from customer/user point of view.

SECONDARY DATA COLLECTION

Secondary data was mainly collected through the Internet. Data has been
extracted from the official website of Tata Steel (www.tatasteel.com).

PRIMARY DATA COLLECTION:

Primary data was collected from the market place by interacting with the
Distributors, retailers and users/plumbers through the survey method. The
questionnaire used in the survey has both structured as well as
Unstructured questions.

The corresponding name and address of the distributors and retailers were
provided by the company sales office Jamshedpur. Convenience sampling has
been done to carry out the survey.
-Data collection was through Questionnaire.
- Pretesting of Questionnaire was done and the required changes were made
before the actual survey.
-Various tools, which were used, include Regression, descriptive statistics and
ANOVA using Statistical Package for Social Sciences (SPSS).

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 EXPLORATORY RESEARCH: It is that type of research design
the primary objective of which is to provide insights into and
comprehension of the problem situation confronting the researcher.
• This was done by having a discussion with the project guide and
the salesperson of Tata Tubes.
.
• Information was also collected by going through the annual sales
report of Tata tubes & various journals of Tata Tubes.

 DESCRIPTIVE RESEARCH: It is a type of conclusive research

that has its major objective the description of something usually market
out the following characteristics or functions.
This was done by carrying steps:
• A list of various authorized dealers involved in the sale of TATA
Tubes was prepared.

• The counter potential of every retail outlet was found.

• The strength and weakness of Tata Tubes was assessed by

interacting with the retailers.

 SAMPLE ELEMENT: It is the object the possess the

information sought by researcher and about which inferences are
to be made.

• In our project the sample element are the various retailers

who are certified TATA TUBES, non-certified TATA as
well as non-TATA dealers.

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 SAMPLE EXTENT: Extent refers to the geographical
boundaries under consideration.
• In our project the sample extent was the various districts
of Jamshedpur

 SAMPLE TECHNIQUE: The technique used was

Convenience sampling.
• Convenience sampling is a non- probabilistic sampling
technique that attempts to obtain a sample of convenience
elements.

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  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 TUBES, sales report & various journals published from TATA
TUBES.

 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,
traders,& suppliers often the major resource.

Primary data was collected from the market place by interacting

with the distributors & retailers through the survey method. The

questionnaire used in the survey have both structured as well as

unstructured questions.

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 LIMITATIONS OF THE STUDY

All the dealers and industrial user of Jharkhand were not covered because of
constraints of time.

-The study was restricted to certain specific areas of Jharkhand which may not
seem to present the general picture of product.

-Respondents unwillingness to provide adequate information were consequent

upon time constraints and personal inconveniences.

-Sampling and non-sampling errors might have crept in and attempt is made to
minimize them.

-Considering the mammoth size of the market the sample size was probably
inadequate as covering each and every department, which was at geographical
disparate location, was not feasible.

-Since the topic was sensitive the industrial users were very reluctant to talk
about it.

-Since the topic was very vast and difficult it was not possible to touch each and
every aspect of the topic in a short time period.

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DATA ANALYSIS

&

INTERPRETATION

1
1. ARE YOU SELLER OF TATA PIPES?

COMMENTS:- Due to strong brand image, majority of retailers (95%)

use to sell Tata Pipes. Although margin is very poor retailers sell Tata Pipes for
retaining their customers.

1
2. MENTION MAJOR BRANDS YOU DEAL WITH EACH
CATEGORY?
1. GI PIPES

COMMENTS:- In jharkhand market share of tata pipes is only 16%. Due to

low price and wide range of product local manufacturers capture a big share
of commercial tubes. Jindal,bnsal and surya have also substancial share of
commercial pipes in jharkhand. They have 20%, 12% and 10% market share
of commercial pipes in jharkhand respectively.

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2. PVC PIPES

PVC

OTHERS PRINCE
24% 31%

BANSAL
9% JINDAL SUPREME
8% 21%

PARAS
7%

COMMENTS:- Due to low price and considerable quality PVC pipes are
being used as substitute of commercial GI pipes. In PVC commercial pipes
segment Prince, Supreme, Jindal and Paras are some main players. In PVC
segment there are also some local manufacturers but their material quality is not
so good. Prince and Supreme cover almost 50% market share of this segment.

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3. WHICH SIZES OF TUBES DO YOU DEAL WITH?

1
COMMENT: Generally 15mm, 20mm, 25mm, 32mm and 40 mm sizes are used
for plumbing purpose. Bigger sizes are used in irrigation and process purposes.
For plumbing, irrigation and process purposes above sizes of each category i.e.
heavy, medium and light are required in different ratio.

1
COMMENT: customers generally prefer medium type pipes because medium
type tubes are as strong as heavy and available at low price. 60% customers uses
medium type pipes for plumbing and irrigation purpose. Heavy type pipes are
generally used in process or industrial purposes. But in some cases heavy type
pipes are also used in plumbing and irrigation purposes. Light type pipes are
also used in all three purposes but it is generally used in house for plumbing.

1
FOR PLUMBING:

COMMENT: for plumbing purpose medium type GI pipes are more prefered.
70% users use medium size pipes for their house plumbing. In case of some
heavy duty plumbing purposes like public water supply system and high
pressure water line heavy type pipes are used. Light type pipes are generally
used in house plumbing in low pressure water supply line.

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FOR IRRIGATION:

COMMENT: In irrigation purpose still medium type pipes are most preferred.
50% of total requirement of GI pipes is fulfilled by the medium type GI pipes. In
long distance water supply and high pressure water supply heavy type of GI
pipes are used. In irrigation only 30% heavy type GI pipes are used. 20% light
type GI pipes are used in irrigation. Generally light type pipes are used in
personal irrigation and low pressure water supply covering short distance.

1
FOR PROCESS:

COMMENT: In process like cold storages, high air pressure line, ventilation
line, air conditioning line etc. normally heavy type’s pipes are used. 40% heavy
types pipes are used in process purposes. Comparatively in low pressure and in
low duty process, medium and light type pipes are used. Light type pipes are
easy to bend, that’s why light type pipes are used in that process where bending
is required. For example parts of automobiles.

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AREA WISE CONSUMPTION OF GI PIPES AND TATA PIPES:

1
4. AVAILABILITY OF TATA TUBES IN MARKET?

COMMENTS: As far as availability is concerned Tata pipes is not available

at any time. Only 55% retailers accept that Tata pipes is available at any time.
30% retailers accept that they haven’t stock of Tata pipes at all times. They have
to wait for the stock coming from distributors. 10% retailers said that they
supply Tata pipes only on customers demand. They don’t stock Tata pipes in
their outlets. Only 5% retailers said that some sizes not available in market.

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5. MARKET SHARE OF DIFFERENT SIZES OF TATA PIPES?

LIGHT:

MEDIUM:

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HEAVY:

1
1
6. WHAT ARE THE PURPOSES FOR WHICH COMMERCIAL PIPE IS
USED?

COMMENTS: Tata pipes is generally used in plumbing, irrigation and

process purposes.44% of total volume of g i pipes is used in plumbing
purpose. 36% of total volume of g i pipes is used in irrigation purpose and
remaining volume is used in different process purpose.

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7. HOW DO YOU COME TO KNOW ABOUT THIS BRAND?

COMMENT: Although Tata pipes has a strong brand image, recommendation

of plumber and user of Tata pipes play a big role while purchasing the GI pipes.
50%
customers buy Tata pipes on plumber and users recommendation. Because
plumber and users know the quality of the Tata pipes and long lasting features.
Print media, electronic media and hoarding are also source of information of
Tata pipes. 15% customers buy Tata pipes because they are loyal to the brand.
They believe that Tata’s all products are quality product.

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8. How satisfied are you with quality of different GI pipes available in
market?

COMMENT: On 5 point scale [1 = Extremely Dissatisfied,

2=Somewhat Dissatisfied, 3= Neither satisfied nor Dissatisfied.
4= Somewhat Satisfied, 5= Extremely Satisfied] satisfaction level
of Tata pipes customers are 4.5, which is highest. Satisfaction level of
Tata pipes is followed by Surya which scored 4.4 out of 5. Qualities
of Jindal and Bansal pipes are also satisfactory. Satisfaction level in
local brand is average. Customers are neither satisfied nor dissatisfied
with quality of local brand.

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9. WHY DO PEOPLE PREFER OTHER TUBES OVER TATA PIPES?

COMMENT: Normally customers prefer to buy other brand pipe rather than
Tata pipes, because rate of Tata pipes is high. Customers don’t want to expand
more money on Tata pipes because almost same qualities of pipes are available
at lower price. 44% customers accept that due high price of Tata pipes they
don’t prefer it. 14% respondents said that limited range of product force them to
buy any other brand which has wide range of products and they are available at
any time in outlets. 25% respondents accept that customers buy only those
products which have great marketing activities. Marketing activities like
schemes, discounts, gifts etc. attract the customers.

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10. WHAT ARE YOUR AREAS OF DISSATISFACTION WITH
RESPECT TO TATA PIPES?

PRICE:

COMMENTS

About 80 % of the dealers /retailers in Jharkhand are dissatisfied with the price
of Tata pipes. Only 11% are satisfied with Tata pipes. This means that Tata
pipes price is not competitive.

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QUALITY:

COMMENTS

90% of the dealers /retailers are satisfied with Tata pipes quality. Such a high
percentage speaks for itself that Tata pipes are best quality pipes in India.

BRAND NAME:

COMMENTS

96% of the dealers /retailers agree that Tata is the biggest brand in pipes in
Jharkhand.

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TIMELY DELIVERY:

COMMENTS

Here comes the most important part of distribution system, timely delivery.70 %
dealers feel that Tata pipes delivery system in not proper. Thus Tata pipes has to
seriously look into this matter.

AVAILABILITY:

COMMENTS

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Availability which is again important factor to gain market share .About 75% of
dealers and retailers agree that Tata pipes product are not available .Again Tata
pipes has to analyze this to improvise its decreasing market share.

PROFIT MARGIN:

COMMENTS

80% of the dealers /retailers in Jharkhand are dissatisfied with Tata pipes
profit margin. Thus Profit margin offered by other brands is higher than
Tata pipes

1
FOR USER AND PLUMBER

1. Which type of pipes do you use for plumbing purpose?

COMMENT: PVC pipes emerge as a great substitute of GI pipes. Low price,

considerable quality and wide range of products fulfill all the requirements of
normal customers. In case of high pressure and dip boring customers prefer GI
pipes. Life of GI pipes are much more than the life of PVC pipes, that’s why
some customers prefer GI pipe due to durability GI pipes. 25% customers accept
that they are using both types of pipes. Selection of pipes depend on the nature
of applications. In low pressure water line customers use PVC pipes while in
high pressure line they use GI pipes.

1
 2. Which brand of GI pipe do you use?

COMMENT: Plumbers recommend Jindal, Bansal, Surya and local brand for
plumbing purpose because retailers give incentive for recommending these
brands. Although they accept that quality of Tata pipes are excellent, customers
prefer to buy other brand rather than Tata because of higher price and
unavailability of wide range of products.

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 3. Which brand of PVC pipe do you use?

PVC

OTHERS PRINCE
24% 31%

BANSAL
9% JINDAL SUPREME
8% 21%

PARAS
7%

COMMENT: In PVC segment all the major brands like Prince, Supreme, Jindal
and Paras provide almost same quality at almost same price. Customer usually
buys that brand whish has greater market penetration. In PVC segment above
brands are trying to strengthening those market where they have strong
presence. Plumbers recommend those brands which are available in the near by
market.

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 4. How did you come to know about these brands?

COMMENT: Although Tata pipes have a strong brand image, recommendation

of plumber and user of Tata pipes play a big role while purchasing the GI pipes.
50%
Customers buy Tata pipes on plumber and users recommendation. Because
plumber and users know the quality of the Tata pipes and long lasting features.
Print media, electronic media and hoarding are also source of information of
Tata pipes. 15% customers buy Tata pipes because they are loyal to the brand.
They believe that Tata’s all products are quality product.

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 FINDINGS

 The proper means of communication and an effective advertisement can

tend to increase in the sale of TATA tubes.
 Due to limited no of distributors, most of the retailers use to buy Tata
pipes from comparatively big retailers, that is why profit margin of the
end retailers become less. Fewer profit margins discourage the small
retailers to sell the Tata pipes.
 Since small retailers used to buy Tata pipes from comparatively big
retailers, small retailers can not avail the different types of promotional
schemes offered by the company for the retailers.
 Many customers switch from Tata pipes to other pipes because of
unavailability of required sizes at the time of requirement.
 Many local manufacturers are selling their products using fake stamp of
Tata pipes.
 Marketing people do not visit the retailers’ outlets regularly.
 Since quality of Tata pipes is excellent, many retailers as well as end
users have demanded pipes fittings should also be manufactured by the
company.
 Jindal and Surya are main competitors of Tata pipes.
 Due to high price of Tata pipes, its market share is low.
 All the distributors and retailers accept that overall quality of Tata pipe is
the excellent.

1
 PVC pipes are swallowing the market of steel pipes because of its low
price
 Tata pipes can increase the market share by increasing the no of
distributors.
 Quality of HFIW process is superior to the quality of FM process.
 Bend ability, thread quality, weld quality and zinc coating of Tata pipes
are the excellent.

1
 RECOMMENDATIONS

 Enhance and leverage Brand equity in plumbing and irrigation segment.

 Enhance Brand visibility through retail identity program.
 Enhance the channel capacity by implementing channel development
program.
 Strengthening retail network in identified territories.
 Marketing personnel should interact with the retailers as well as
customers on regular basis.
 Customer complaint should be resolved within the predetermined
duration.
 Need for additional range of product for catering to new
markets/customers.
 Increase in sales volume possible only with superior availability.
 Like other competitors, Tata pipes should also conduct product
promotional program regularly.
 Different schemes offered by Tata Pipes should also be reached to the
small retailers

1
 TATA tubes should focus on all such dimensions which they do not
manufacture but are in great demand in Jamshedpur market. It
corresponds to nearly 50% of the total market.
 By increasing the product portfolio and improving the order fulfillment
time, TATA tubes can increase its market share in the Jharkhand market.

 Reduce order execution and delivery time so that Tata pipes would tap the
market opportunities.
 In case of black tube (uncoated) proper packaging should be done
specially in rainy season, so that it would be prevented from the rusting.
 The proper means of communication and an effective advertisement can
tend to increase in the sale of TATA tubes.
 Some kind of incentives or discount scheme should also be provided by
the company as compare to its competitors.

Feedback and suggestion of retailers and customers about the

product might play an important role to understand the requirement of the
customers and new product development accordingly. Hence retailers and
customers should be appreciated if they show their interest in feedback
and suggestion programs

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 SWOT ANALYSIS

TATA PIPES

STRENGTHS:

 Tata pipes are known for their superior quality. Hence the
retailer tends to recommend and sell it to the customers and
hence keep a good amount of stock.
 Tata Pipes has a good brand image and hence a good brand
equity. It is a brand which sells by name. Therefore retailers do
not hesitate to stock it.
 Tata Pipes distribution network is most transparent among the
steel pipes companies. Anyone can view the distribution of tata
pipes their broachers or in websites.
 Tata Pipes works with its 3c’s which updates its product from
time to time.

WEAKNESSES:
 The biggest weakness of Tata pipes distribution network is its
distribution monopolistic approach.

1
  A good number of a retailers complaint about the lack of
transparency in dealings, communication gap, not clear about the
various schemes for the retailers.
 There is a clear cut lack of awareness about the latest
developments of TATA Pipes .For example: Most of the
retailers complaint about the rusting problem in steel pipes, they
know nothing about the new GI pipes of TATA, which comes
with AAJEEVAN guarantee.
 The profit margin given to retailers of TATA Pipes is lower and
the retailers’ complaint about price monopoly and absence of
any sort of negotiation by the distributor.
 Due to its high price middle and lower class family can’t afford
it

OPPORTUNITY:

 The biggest opportunity for Tata Pipes is in government

supplies. With rapid industrialization of the state, Tata pipes
has immense potential in future.
 Another big opportunity for Tata Pipes is the brand image and
the goodwill, which it carries. No other company was found
matching it in the city and it can be encashed if exploited
properly.
 Introduction of its new product line. Tata Structura which is
specifically used for architectural purpose.

THREATS:

 The biggest threat for TATA PIPES is tendency of retailers to

the customers to switch over to the other brand due to lack of

1
 transparency in price. and offers and unavailability, lower prices
of other brands , greater margin and quick availability is a threat.
 Some retailers declined to stock TATA PIPES for the similar
reasons and directly to the distributors, if brand loyal customers
ultimately refuse to switch over to other brands.
 The upcoming of PVC pipes which are in great demand now a
days, and is cheap as compared to steel pipes.
 Import from china – tubes and tubular components.

JINDAL PIPES

STRENGTHS:

 The biggest strength of Jindal pipes is its less price. Price

sensitive customers prefer brand with less rate and hence
retailers prefer to stock them.
 Jindal pipes give a handsome margin to the retailers which
encourage them to stock more.
 Its availability and service quiet good.

WEAKNESSES:

 There is no fixed distributor of Jindal pipes pipe in the cities.

At present one or two dealers are doing the work on ad-hoc
basis. Therefore there is no clear-cut knowledge about the
schemes of the company.
 The brand image fo JINDAL PIPES is weaker with respect
to the top players.

OPPRTUNITIES:

1
  Jindal Pipes can well exploit the sense of dissatisfaction
prevalent among the retailers for the tough players to turn
the tide in favour.

THREATS:
 The ad campaigns, innovation, brand image and more
transparent distribution network of other pipe companies
poses a threat to jindal pipes in future. Quality of pipes is a
major threat to it.

1
 TATA STEEL
TUBE DIVISION
QUESTIONNAIRE

STORE NAME & ADDRESS-……….

…………………………………………………………………………………………………
………………………………………………………………………………………………
EMAIL ID(if any)-
……………………………………………………………...........................................................
.

PHONE NO- MOBILE-…………………………OFFICE-

…………………………………….

RESPONDENT’S NAME-
……………………………………………………………………………………

INTERWIEWER’S NAME-
………………………………………………………………………………………………

START TIME-…………………………………………………..

END TIME-………………………………………………………...

DATE OF INTERVIEW:-…………………………………………..

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INTRODUCTION:-

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

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

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

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

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

FOR RETAILERS/DISTRIBUTORS

1) Which Kind of pipe do you deal in

a) GI. ……………
b) PVC …………….
c) Both …………….

2) MENTION MAJOR BRANDS YOU DEAL WITH EACH CATEGORY?

Steel pipes PVC pipes

-TATA TUBES …………… …………….

-JINDAL ………….. ……………
-BANSAL ………….. ……………
-RST ………….. …………...
-SUPR EME ………….. …………..
-KISAN ………….. …………..
-GUPTA …………... ………….
-PRINCE …………… …………..
PHINOLEX …………… ……………
AASIRWAD …………… ……………
TUFF ………….. …………..
PARAS …………. ………….
OTHERS …………. …………..

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 3) WHICH SIZES OF TUBES DO YOU DEAL WITH?

LIGHT (MM) MEDIUM (MM) HEAVY( MM) OTHERS

15 15 15
………….. ………….. …………..
20 …………. 20 …………. 20 ………….
25 …….…… 25 …….…… 25 …….……
32 32 32
………….. ………….. …………..
40 40 40
………….. ………….. …………..
50 …………. 50 …………. 50 ………….
65 ... 65 …………. 65 ...
………… 80 …………
80 ………….. 80
………….. 100 …………. …………..
100 …………. 125 …………. 100 ………….
125 150 ... 125 .…………
………….. ……….. 150 ...
150 ...……….. ………..

4) WHAT IS THE TOTAL ANNUAL COUNTER SALES OF GI PIPES?

BRAND Tones
Rupees
i. TATA PIPES --------------
--------------
ii. JINDAL ---------------
---------------
iii. SURYA ---------------
---------------
iv. NEEZON ---------------
---------------
v. RST ---------------
---------------
vi. OTHERS ---------------
---------------

5) HOW DO YOU COME TO KNOW ABOUT THIS BRAND?

a) PRINT MEDIA

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 b) ELECTRONIC MEDIA
c) REFERENCES
d) HORDINGS
e) OTHERS

6) How satisfied are you with quality of different GI pipes available in market?
[1 = Extremely Dissatisfied, 2= Somewhat Dissatisfied, 3= Neither satisfied

nor Dissatisfied.

4= Somewhat Satisfied, 5= Extremely Satisfied]

Extremely Extremely
Dissatisfied Satisfied
1 2 3 4 5

i. TATA PIPES 1 2 3 4 5
ii. JINDAL 1 2 3 4 5
iii. SURYA 1 2 3 4 5
iv. NEEZON 1 2 3 4 5
v. RST 1 2 3 4 5
vi. LOCAL 1 2 3 4 5
7) WHY DO PEOPLE PREFER OTHER TUBES OVER TATA PIPES?

a) COST
b) AVAILABILITY
c) QUALITY
d) MARKETING

8) From where do you buy TATA pipes to sell?

a)Company …………..
b) Distributors …………..
c) Dealers ……………
d) Retailers …………….
e) Others …………….

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 9) ON A SCALE OF 1 – 5 MARK THE EFFECTS OF FOLLOWING FACTORS
THAT YOU CONSIDER WHILE CHOOSING YOUR BRAND?
[NOTE: not at all important– 1, not much important – 2,
Important – 3, somewhat much important -4, Very important-5]

Factors
Price 1 2 3 4 5

Quality 1 2 3 4 5

Brand name 1 2 3 4 5

Timely delivery 1 2 3 4 5
Profit margin 1 2 3 4 5

Availability 1 2 3 4 5

Value for money 1 2 3 4 5

12) WHAT ARE THE DIFFERENT SIZES OF TUBES THAT ARE MAXIMUM IN USE
IN FOLLOWING CATEGORY?

SIZES LIGHT MEDIUM HEAVY

15
20
25
32
40
50
65
80
100
125
150

OTHERS

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 13) What suggestions do you have for boosting the sales of TATA pipes?

THANK YOU

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QUESTIONNAIRE FOR CONSUMERS
Respondent’s name:
Mobile/phone no.:
Address:
Occupation:

1.Which type of pipes do you use for plumbing purpose?

a) GI pipes
b) PVC pipes
c) both

2. Which brand of GI pipe do you use?

a) Tata
b) Jindal
c) Neezon
d) Others(if any, please specify)

3. Which brand of PVC pipe do you use?

a) Prince
b) Supreme
c) Finolex
d) Others(if any, please specify)

4. How did you come to know about these brands?

a) TV
b) Newspaper
c) Hoardings
d) Plumber/Reference
e) Others(if any, please specify)

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5. How satisfied are you with quality of different GI pipes available in
market?
[1 = Extremely Dissatisfied, 2= Somewhat Dissatisfied, 3= Neither satisfied

nor Dissatisfied.4= Somewhat Satisfied, 5= Extremely Satisfied]

Extremely Extremely
Dissatisfied Satisfied
1 2 3 4 5

vii. TATA PIPES 1 2 3 4 5

viii. JINDAL 1 2 3 4 5
ix. SURYA 1 2 3 4 5
x. NEEZON 1 2 3 4 5
xi. RST 1 2 3 4 5
xii. LOCAL 1 2 3 4 5

6. Why do you use PVC pipes as a substitute of GI pipes?

a) Low cost
b) Availability
c) Quality
d) Durability
e) Usages

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 7. Do you have any problems with your brand of pipe?
a) Yes
b) No
If yes, then please specify your problems?

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8. Any suggestion would you like to give to Tata Pipes?

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THANK YOU

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 BIBLIOGRAPHY

MARKETING MANAGEMENT - PHILIP KOTLER

MARKETING RESEARCH - DAVID LUCK

&
RONALDS RUBIN

ANNUAL REPORT TUBES DIVISION, TATA STEEL

TATA SEARCH- A JOURNAL FOR TECH ADVANCES

TECHNICAL TRAINING DIVISION STUDY GUIDE FOR TISCO WORKS

Websites : www.tatatubes.net
www.tatasteel.com
www.google.com
www.tiindia.com

www.indianinfoline.com
www.tube.net.com

Magazines : Business India

Tisco news
Tata Tubes (magazine)
- Standard tubes
- Precision tubes