A STUDY ON

“MARKETING MIX”
IN
RASHTRIYA ISPAT NIGAM LIMITED (RINL)

A Project Report submitted in Partial Fulfillments for the award of the

degree
“MASTER OF BUSINESS ADMINISTRATION”
SUBMITTED BY

S.GEETHA
16A91E0053
Under the esteemed guidance of
S. RAJESH
AGM (MKTG-BY PRODUCTS)
RASHTRIYA ISPAT NIGAM LIMITED,
Visakhapatnam Steel Plant

ADITYA ENGINEERING COLLEGE

(Affiliated to JNTUK, KAKINADA, approved by AICTE)
2016-2018.

1
 CERTIFICATE

This is to certify that the project work entitled A Study on “MARKETING MIX”
at RASHTRIYA ISPAT NIGAM LIMITED, VISAKHAPATNAM is a
bonafidework done and submitted in partial fulfillment of the requirement for
the award of MASTER OF BUSINESS ADMINISTRATION by S.GEETHA,
Roll No.16A91E0053

Station: Visakhapatnam
Date: S.RAJESH
AGM (MKTG-BY PRODUCTS)
RASHTRIYA ISPAT NIGAM LIMITED,
VISAKHAPATNAM STEEL PLANT

2
 AUTHORISATION

This is certify that this project report titled the study on Distribution Channel with

reference to RASHTRIYA ISPAT NIGAM LIMITED,VISAKHAPATNAM

a bonafide work done by S.GEETHA, Roll No.16A91E0053

VISAKHAPATNAM Dr.O.RAM MOHAN RAO,

DATE: AGM HRD,MD,
RINL (Vizag Steel Plant),
Vishakhapatnam.

3
 DECLARATION

I hereby declare that the project titled “MARKETING MIX” at

RASHTRIYA ISPAT NIGAM LIMITED,VISAKHAPATNAM has been carried
out by me in partial fulfillment for award of Degree of MASTER OF
BUSINESSADMINISTRATION, ADITYA ENGINEERING COLLEGE, is
entirely based on my own study and efforts. It is not copied. All the findings and
suggestions are based on my own study.

It has not been submitted or published earlier for the award of any Degree
or Diploma of this University or other University.

Place : Visakhapatnam
Date :

Signature of the candidate

4
 ACKNOWLEDGEMENT
With great pleasure, I express my deep sense of gratitude to the management of
“RASHTRIYA ISPAT NIGAM LIMITED”, Visakhapatnam for giving me this
very inspirational opportunity to do my observation study in their reputed company
to take this opportunity to express my deep and profound gratitude to the people
concerned who have helped me directly or indirectly in successful completion of
this project.SRI.O.Ram Mohan Rao, AGM HRD,MD, RINL – Who found the
greatest confidence in me which would always act as a motivator in my life.

I convey my sincere thanks to S.RAJESHAGM(MKTG-BY PRODUCTS),

RINL who has motivated me with their valuable suggestion and helped throughout
the project in permitting to perform various tasks in this esteemed organization.

A successful project can never be prepared by single effort or the person to

whom the project is assigned, but it also demand the help and guardianship of
some conversant persons who helps in the undersigned actively or passively in the
completion of successful project.

5
 CONTENTS
CHAPTER 1 Page No:
INTRODUCTION 1-10
NEED FOR THE STUDY
SCOPE OF THE STUDY
OBJECTIVES OF THE STUDY
METHODOLOGY OF THE STUDY
LIMITATIONS OF THE STUDY

CHAPTER 2 11-17
INDUSTRY PROFILE
CHAPTER 3 18-40
COMPANY PROFILE
CHAPTER 4 41-55
THEORETICAL FRAME WORK
CHAPTER 5 56-90
DATA ANALYSIS AND INTERPRETATION
CHAPTER 6 91-94
FINDINGS
SUGGESTIONS
CONCLUSION
BIBLIOGRAPHY 95
QUESTIONNAIRE 96-98

6
 CHAPTER-1

INTRODUCTION

7
 INTRODUCTION TO MARKETING MANAGEMENT

Marketing management is concerned with the chalking out of a definite programme, after
careful analysis and forecasting of the market situations and the ultimate execution of these plans
to achieve the objectives of the organization.

Marketing management may be defined as the process of management of marketing

programmes for accomplishing organizational goals and objectives. It involves planning,
implementation and control of marketing programmes or campaigns.

Marketing management has gained importance to meet increasing competition and the
need for improved methods of distribution to reduce cost and to increase profits.

Marketing management today is the most important function in a commercial and

business enterprise.

DEFINITION:-

“Marketing management is the analysis, planning, implementation and control of

programmes designed to bring about desired exchanges with target markets for the purpose of
achieving organizational objectives.”

----- PHILIP KOTLER

“The process of planning and executing the conception, pricing, promotion and distribution of
ideas, goods and services in order to create, exchange and satisfy individual and organizational
objectives.”

---- THE AMERICAN ASSOCIATION OF MARKETING

8
 INTRODUCTION TO MARKETING MIX

The 'marketing mix' (also known as the 4 Ps) is a foundation model in marketing. The marketing
mix has been defined as the "set of marketing tools that the firm uses to pursue its marketing
objectives in the target market".

Thus the marketing mix refers to four broad levels of marketing decision, namely: product, price,
promotion, and place.Marketing practice has been occurring for millennia, but marketing theory
emerged in the early twentieth century. The contemporary marketing mix, or the 4 Ps, which has
become the dominant framework for marketing management decisions, was first published in
1960.

In services marketing, an extended marketing mix is used, typically comprising 7 Ps, made up of
the original 4 Ps extended by process, people, and physical evidence.Occasionally service
marketers will refer to 8 Ps, comprising these 7 Ps plus performance.

In the 1990s, the model of 4 Cs was introduced as a more customer-driven replacement of the 4
Ps.There are two theories based on 4 Cs: Lauterborn's 4 Cs (consumer, cost, communication,
convenience), and Shimizu's 4 Cs (commodity, cost, communication, and channel).Given the
valuation of customers towards potential product attributes (in any category, e.g. product,
promotion, etc.) and the attributes of the products sold by other companies, the problem of
selecting the attributes of a product to maximize the number of customers preferring it is a
computationally intractable problem.

Marketing mix is a by-product of customer oriented marketing approach. After identifying the
market & gathering the basic information about it, the next step in thedirection of market
programming is to decide upon the instruments & the strategy for meeting the needs of the
customers & challenges of rival sellers.

According to W.J. Stanton, “ Marketing mix is a combination of four elements suchas product,
pricing structure, distribution system & promotional activities used to satisfythe needs of an
organization’s target market & at the same time achieves its marketingobjectives. Every business
enterprise has to determine its marketing-mix for thesatisfaction of the needs of the customers.
Marketing mix represents a blending of decision in four areas product, pricing, promotion &

9
physical distribution.Theseelements are inter-related, because decision in one area usually affects
action in theothers.Marketing mix is marketing manager’s instrument for the attainment of
marketinggoals. It is composed of four ingredients, i.e., (i) product (ii) price (iii)
promotionalactivities (iv) distribution. These elements constitute the core of marketing system of
afirm. A marketing manager implements his strategies & policies through these instruments.

Emergence and growth of the marketing mix:

The origins of the 4 Ps can be traced to the late 1940s.The first known mention of a mix has been
attributed to a Professor of Marketing at Harvard University, Prof. James Culliton.

In 1948, Culliton published an article entitled, The Management of Marketing Costs in which
Culliton describes marketers as 'mixers of ingredients'.Some years later, Culliton's colleague,
Professor Neil Borden, published a retrospective article detailing the early history of the
marketing mix in which he claims that he was inspired by Culliton's idea of 'mixers', and credits
himself with popularising the concept of the 'marketing mix'.

According to Borden's account, he used the term, 'marketing mix' consistently from the late
1940s. For instance, he is known to have used the term 'marketing mix' in his presidential
address given to the American Marketing Association in 1953.

Although the idea of marketers as 'mixers of ingredients' caught on, marketers could not reach
any real consensus about what elements should be included in the mix until the 1960s.The 4 Ps,
in its modern form, was first proposed in 1960 by E. Jerome McCarthy; who presented them
within a managerial approach that covered analysis, consumer behavior, market research, market
segmentation, and planning.PhillipKotler, popularised this approach and helped spread the 4 Ps
model.McCarthy's 4 Ps have been widely adopted by both marketing academics and
practitioners.

The prospect of extending the marketing mix first took hold at the inaugural AMA Conference
dedicated to Services Marketing in the early 1980s, and built on earlier theoretical works
pointing to many important limitations of the 4 Ps model.

10
Taken collectively, the papers presented at that conference indicate that service marketers were
thinking about a revision to the general marketing mix based on an understanding that services
were fundamentally different to products, and therefore required different tools and strategies. In
1981, Booms and Bitner proposed a model of 7 Ps, comprising the original 4 Ps extended by
process, people and physical evidence, as being more applicable for services marketing.

Since then there have been a number of different proposals for a service marketing mix (with
various numbers of Ps), most notably the 8 Ps, comprising the 7 Ps above extended by
'performance'.

McCarthy's 4 Ps :
The original marketing mix, or 4 Ps, as originally proposed by marketer and academic E. Jerome
McCarthy, provides a framework for marketing decision-making. McCarthy's marketing mix has
since become one of the most enduring and widely accepted frameworks in marketing.

Product: It refers to what the business offers for sale and may include products or
services. Product decisions include the "quality, features, benefits, style, design, branding,
packaging, services, warranties, guarantees, life cycles, investments and returns".

Price: It refers to decisions surrounding "list pricing, discount pricing, special offer pricing,
credit payment or credit terms". Price refers to the total cost to customer to acquire the product,
and may involve both monetary and psychological costs such as the time and effort expended in
acquisition.

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Place: It is defined as the "direct or indirect channels to market, geographical distribution,
territorial coverage, retail outlet, market location, catalogues, inventory, logistics and order
fullfillment". Place refers either to the physical location where a business carries out business or
the distribution channels used to reach markets. Place may refer to a retail outlet, but
increasingly refers to virtual stores such as "a mail order catalogue, a telephone call centre or a
website".

Promotion: It refers to "the marketing communication used to make the offer known to
potential customers and persuade them to investigate it further". Promotion elements include
"advertising, public relations, direct selling and sales promotions.

When marketing their products firms need to create a successful mix of:

o the right product

o sold at the right price

o in the right place

o using the most suitable promotion.

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 SCOPE OF THE STUDY

The scope of my study is to understand clearly about the “Marketing Mix” ofRASHTRIYA
ISPAT NIGAM LIMITED, Visakhapatnam. The study was carried out in keeping in view all the
aspects of marketing mix and to know the product quality, present strategies followed by
competitor, the process of marketing mix and the effectiveness of marketing.

The study is confined to onlyRASHTRIYA ISPAT NIGAM LIMITED, Visakhapatnam. I

cannot generalize my study to other branches ofRASHTRIYA ISPAT NIGAM LIMITED in
Andhra Pradesh.

13
 OBJECTIVES OF THE STUDY

 To know the opinions of distributors with regard to the company’s policies and
performance of RASHTRIYA ISPAT NIGAM LIMITED, Visakhapatnam.

 To study the supply chain and particularly the Distribution aspects of

RASHTRIYA ISPAT NIGAM LIMITED, Visakhapatnam.

 To know about the market related problems regardingRASHTRIYA ISPAT NIGAM

LIMITED, Visakhapatnam.

 To study the levels of marketing mix followed inRASHTRIYA ISPAT NIGAM

LIMITED, Visakhapatnam.

 To offer suggestions if any for the improvement of marketing mix inRASHTRIYA

ISPAT NIGAM LIMITED, Visakhapatnam.

14
 METHODOLOGY OF THE STUDY

PRIMARY DATA:

The primary data are those which are collected for the first time and thus happen to be original in
character.

The basis of primary data source is through collection of opinion through questionnaire by
doing survey from dealers regarding the channels of distribution. The personal interview through
questionnaire provides critical type of information on knowledge intensions, demographic
characteristics and opinions of various dealers.

SECONDARY DATA:

The secondary data are those which have already been collected by someone and which have
already been passed through the statistical process. Secondary data was collected from:

 Sales results and previous research reports.

 Company manuals.

 Text books relating to marketing mix.

 Books, journals and websites.

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 LIMITATIONS OF THE STUDY

 The duration of the study for 45 days is a constraint to arrive at a definite conclusion.

 As some of the dealers are not educated we could not get detailed information.

 Some of the questions were not answered by dealers by the questionnaire.

 Due to shift system of employees all the employees’ responses could not be collected.

16
 CHAPTER – 2

INDUSTRY PROFILE

17
 Introduction:
Steel is an alloy of iron usually containing less than 1% carbon is a versatile
material with multitude of useful properties used most frequently in the automotive and
construction industries. Steel can be cast into bars strips, sheets, nails, spikes, wire, rods or pipes
as needed by the intended user. The consumption of steel is regarded as the index of
industrialization and the economic maturity any country has attained.

The development of steel industry in India should be viewed in conjunction with the type
and system of government that had been ruling the country. The production of steel in significant
quantity started after 1990. The growth of steel industry can be conveniently started by dividing
the period in to pre and post independence era. In the period of pre independence, steel
production was 1.5 million tones per year, which was raised to 9 million tones of target. This is
the result of the bold steps taken by the government to develop this sector.

Growth of Steel Industry:

Pre-independence:

1830 - Josiah, Marshall Health constructed the first manufacturing plant at port
Move in Madras presidency.

- James Erskin founded the Bengal iron works.

- Jamshedji Tata initiated the scheme for an integrated steel plant.

- Formation of TISCO.

- Tata iron & steel company started production.

1916 - TISCO was founded.

Post-independence:

1951-56 - First Five Year Plan

No new steel plant came up .The Hindustan steel Ltd. was born on 19th January, 1954
with the decision of setting up three steel plants each with one million tone input steel per year in
at Rourkela, Bhilai and Durgapur; TISCO stated its expansion program.

18
Second Five Year Plan:

A bold decision was taken up to increase the ingot steel output India to 6 Million tons per
year & production at Rourkela, Bhilai and Durgapur steel plant started.

Third Five Year Plan:

During the third five year plan the three steel plants under HSL; TISCO & HSCO were
expanded as show. In January 1964 Bokaro steel plant came into existence.

Recession Period:

The entire expansion program was actively executed during this period.

1969-74 - Fourth Five Year Plan

Licenses were given for setting up of many mini steel plants and re-rolling mills.

Govt. of India accepted setting up two more steel plants in south. One each at
Visakhapatnam and Hospet (Karnataka).

SAIL was formed during this period on 24th January, 1973. The total installed capacity
from 6 integrated plants was 106 Mt.

1979 - Annual Plan

The erstwhile Soviet Union agreed to help in setting up the Visakhapatnam steel plant.

Sixth Five Year Plan:

Work on Visakhapatnam steel plant was started with a big bang and top priority was
accorded to start the plant.

Scheme for modernization of Bhilai Steel Plant, Rourkela, Durgapur, TISCO were initiated

1985-91 - Seventh Five Year Plan

Expansion work of Bhilai and Bokaro Steel Plants completed.

Progress on Visakhapatnam steel plant picked up and rationalized concept has been
introduced to commission the plant with 3.0Mt liquid steel capacity by 1990.

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1991-96 - Eight Five Year plan

Vishakhapatnam steel plant started its production modernization of other steel plants is
also duly envisaged.

1997-02 - Ninth Five Year Plan

Visakhapatnam steel plant had foreseen a 7% growth during the entire plan period.

2002-07 - Tenth Five Year Plan

Steel industry registers the growth of 9.9 % Visakhapatnam steel plant high regime
targets achieved the best of them.

2007-12 - Eleventh Five Year Plan

Cost of schemes/project original approved by Government of India is

Rs.9,569.18crores

2012-17 - Twelvth Five Year Plan

The steel industry has a bright future as the union government has announced to create
infrastructure worth Rs 50 lakh crore in Visakhapatnam steel plant.

The major steel and related companies in India:

1. Bharat Refectories Ltd.

2. Hindustan Steel Works Construction Ltd.

3. Jindal Steel and Power Ltd.

4. Tata Iron Steel Company Metal Scrap Trade Corporation Ltd.

5. Metallurgical and Engineering Consultants India Ltd.

6. National Mineral Development Corporation Ltd.

7. RashtriyaIspat Nigam Ltd.

8. Sponge Iron India Ltd.

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 9. Steel Authority of India ltd.

The global steel industry has witnessed several revolutionary changes during the last
century. The changes have been in the realms of both technology & business strategy. The
ultimate object of all these changes is to remain competitive and open global market.

The Indian steel industry is growing very rigorously with the major producers like SAIL,
RINL, TISCO, JVL and many others. Our steel industry has amply demonstrated its ability of
adopt to the changing scenario and to survive in the global market that is becoming increasingly
competitive. This has been possible to a large extent due to the adoption of innovative operating
practices and modern technologies.

Industrial Development in India has reached a high degree of self-reliance, and the steel
industry occupies a primary place in the strategy for future development. At present the
production of steel industry country is 34Mt. the public sector steel industry has been
restructured to meet challenges and a separate fund has been established for modernization and
future development of the industry. It is now being proposed that Indian steel industry should
Gear up to achieve a production level of about 100 Mt by the year2000.

Global scenarios:

World’s steel production grew to 1,548 MT in 2012, up from 1,341 MT in 2008,

recording a growth of 15 per cent.

The WSA (World Steel Association) has projected that in 2014, world steel demand will
grow further by 4.5% to around 1486 MT. China’s apparent steel use in 2014 is expected to
increase by 4%. For India, growth in apparent steel use is expected to grow by 9.4% in 2015.

Market scenarios

The year 2004-05 was a remarkable one for the steel industry with the world
crude steel production crossing the one billion mark for the first time in the history of the steel
industry. The world GDP growth about 4% lends supports to the expectations the steel market is
all set for strong revival after prolonged period of depression .The Indian economy also become
robust with annual growth rates of 7-8 % this will provide a major boost the steel industry. With
the nations focus on infrastructure development coupled with the growth in the manufacturing

21
sector, the Indian steel industry all set for north ward movement. The draft national steel police
envisage production of 60 Mt by 2012 and 110Mt by2020, and annual growth rate of 6-7%. All
this should therefore augur well for the Indian steel industry.

Production scenarios:-

1. Steel industry was de-licensed and decontrolled in 1991&1992 respectively.

2. India is the 8th largest producer of steel in the world.
3. In 2003-04 finished steel production was 36.193Mt.
4. Pig iron production in 2003-04 was 5.221Mt.
5. Sponge iron production was 80.85 Mt during the year 2015-16
6. The annual growth rate of crude steel production in 2002-03was 8% and in 2003-
04 was 6%.

Production Performance (‘000 Tones):

Year Hot Liquid Saleable Labor Productivity

Metal Steel Steel (Tones/man year)

2007-2008 3,913 3,322 3,074 389

2008-2009 3,546 3,145 2,701 359

2009-2010 3900 3399 3167 382

2010-2011 3830 3424 3077 358

2011-2012 3778 3410 2990 389

2012-2013 3998 3456 3010 359

2013-2014 3769 3390 3016 371

2014-2015 3780 3488 3017 318

2015-2016 3975 3826 3513 345

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Financial Performance(Rs.inCrs.)

Year Gross Margin Cash Profit Net Profit

2010-2011 1412 1247 670.8

2011-2012 1167 1455 749.4

2012-2013 1265 1250 845

2013-2014 1159 821 366

2014-2015 809 103 62

DEMAND-AVAILABILITY PROJECTION

1. Demand-Availability of iron and steel in the country is projected by ministry of

steel annually.
2. Gaps in availability are met mostly through imports.
3. Interface with consumers by way of Steel Consumer Council exists, which is
conducted on regular basis.
4. Interface helps in redressing availability problems, complaints related to quality.

PRICING & DISTRIBUTION

1. Price regulation of iron & steel was abolished on 16-01-1992.

2. Distribution controls on iron& steel removed except 5 priority sectors, viz.
Defense, Railways, Small Scale Industries Corporations, Exporters of
Engineering Goods and North Eastern region.
3. Allocation to priority sectors is made by Ministry of steel.
4. Government has no control over prices of iron & steel.
5. Open market prices are generally on rise.
6. Price increases of late have taken place mostly in long products than flat products.

23
 CHAPTER –3

COMPANY PROFILE

24
Introduction:-

Steel comprises one of the most important resources of the economy. History
shows that, the strongest of civilizations have evolved quickly in the course of time, because of
the proper use of the iron and steel reserves they had. The huge iron pillars at the entrance of
New Delhi suggest that the history of iron and steel industry in India is well over 2000 years old.

Steel comprises one of the most important inputs to all sectors of the economy.
Steel Industry is both a basic and a core Industry. The economy of any nation depends on a
strong base of Iron and Steel Industry in that nation. History has shown that the countries having
a strong potential for Iron and Steel Industry have played a prominent role in the advancement in
the civilization in the world. Steel is such a versatile commodity that every object we see in our
day-to-day life had use, such as small items as nails, pins, needles etc., to surgical instruments,
agricultural implements, boilers, ships, railway materials, automobile parts. The great
investments that has gone into the fundamental research in Iron and Steel Technology has helped
both directly and indirectly many modern fields of today’s science and technology. Steel is
versatile and indispensable item. The versatility of steel can be traced mainly of three reasons.

1. It is only metallic item, which can be conveniently and economically produced in

tonnage quality.

2. It has got very good strength coupled with malleability.

3. Its properties can be changed over a wide range. Its properties can be
manipulated to any extent by proper heat treatment techniques.

Iron and Steel making as a craft has been known to India for a long time. However, its
production is significant quantities only after 1900.

VSP by successfully installing & operating efficiently Rs. 460 cores worth of Pollution
Control and Environment Control Equipments and converting the barren landscape by planting
more than 3 million plants has made the Steel Plant, Steel Township and surrounding areas into a
heaven of lush greenery. This has made Steel Township a greener, cleaner and cooler place,
which can boast of 3 to 4° C lesser temperature even in the peak summer compared to
Visakhapatnam City.

25
 VSP exports Quality Pig Iron & Steel products' to Sri Lanka, Myanmar, Nepal, Middle
East, USA, China and South East Asia. RINL-VSP was awarded "Star Trading House" status
during 1997-2000. Having established a fairly dependable export market, VSP plans to make a
continuous presence in the export market.

RINL has its integrated steel plant located in Vishakhapatnam, India. Iron ore is sourced
through 100% tie – up with National Mineral Development Corporation (NMDC) from
Bailadilla mines in Chhattisgarh State. The Company was allocated iron ore mines in
Chattisgarh State. The Company was allocated iron ore mines in Bhilwara , Rajasthan. The
company has no captive linkage for coking coal which is sourced from international markets –
mainly Australia.

The company has been consistently , surpassing its rated capacity of production for the
last 15 years and making net profits since 2001 -02. RINL with its 18000 strong workforce &
quality products has already made a presence across the globe and a leader in the Indian Market
in long products.

The govt. of India has recognized the importance of steel in Indian industry and
established the following steel plants, before it actually set up VSP/RINL. The details of those
are tabulated below.

Sl. No. STEEL PLANT COLLABORATED BY

1 Durgapur steel plant Britain

2 Bhilai steel plant Erstwhile USSR

3 Bokaro steel plant Erstwhile USSR

4 Rourkela steel plant Germany

5 RINL Russia

Visakhapatnam Steel Plant profile:-

To meet the growing domestic needs of steel, Government of India decided to set
up an integrated Steel plant at Visakhapatnam. An agreement was signed with erstwhile USSR

26
in 1979 for cooperation in setting up 3.4 million tones integrated Steel Plant at Visakhapatnam.
The foundation was laid by the then Prime Minister Mrs. Indira Gandhi on 20th January 1971.

The Project was estimated to cost Rs.3, 897.28 cores based on prices as on 4th
Quarter of 1981. However, on completion of Construction of the whole Plant in 1992, the cost
escalated to around 8500 Cr. Unlike other integrated Steel Plants in India, Visakhapatnam Steel
Plant is one of the most modern Steel Plants in the country. The plant was dedicated to the
nation on 1st August 1992 by the then Prime Minister, P.V.NarasimhaRao.

New Technology, large-scale computerization and automation etc., are

incorporated in the Plant. To operate the plant at international levels and attain such lab our
productivity, the organizational manpower has been rationalized. The plant has a capacity of
producing 3.0 MT of liquid steel and 2,656Mt of saleable steel.

Visakhapatnam steel plant technology: State-of-the-art:-

 7m tall Coke Oven Batteries with coke dry quenching.

 Biggest Blast Furnaces in the country.
 Bell less top changing system in Blast Furnace.
 100% slag granulation at the Blast Furnace cast house.
 Suppressed combustion—LD gas recovery system.
 100% continuous casting of liquid steel.
 ‘Tempcore’ and ‘Stelmor’ cooling process in LMMM & WRM.
 Extensive waste heat recovery systems.
 Comprehensive pollution control measure.

27
Major sources of raw materials:

Raw Materials Source

Iron Ore Lumps & Fines Bacheli, Chattisgarh/Gua, Jharkand

BF Lime Stone Jaggayyapeta, AP

SMS Lime Stone UAE

BF Dolomite Madharam, AP

SMS Dolomite Madharam, AP

Manganese Ore Chipurupalli, AP

Boiler Coal Talcher, Orissa

Coking Coal Australia

Medium Coking Coal (MCC) Gidi/Swang/Rajarappa/Kargali

Water supply:

Operational water requirement of 36 Mgd is being met from the Yeleru Water Supply
Scheme.

Power supply:

Operational Power requirement of 180 to 200 MW is being met through captive Power
Plant. The capacity of the power plant is 286.5 MW. Visakhapatnam Steel Plant is exporting
60MW power to Andhra Pradesh State Electricity Board.

28
Major Units:

Annual

Department Capacity Units (3.0 MT Stage)

(‘000 T)

Coke Ovens 2,261 4 Batteries of 67 Ovens & 7 Meters. Height

Sinter Plant 5,256 2 Sinter Machines of 312 Sq. Meters. grate area each

Blast Furnace 3,400 2 Furnaces of 3200 Cu. Meters. volume each

Steel Melt Shop 3,000 3 LD Converters each of 133 Cu. Meters.

Volume and Six 4 strand bloom casters

LMMM 710 4 Strand finishing Mill

4 Strand high speed continuous mill with no twist

WRM 850
finishing blocks

MMSM 850 6 STAND FINISHING MILL

Main Products of VSP:

Steel Products By-Products

Blooms Nut Coke Granulated Slag

Billets Coke Dust Lime Fines

Channels, Angles Coal Tar Ammonium Sulphate

Beams Anthracene Oil

Squares HPNaphthalene

Flats Benzene

Rounds Toluene

Rebars Zylene

Wire Rods Wash Oil

29
By-Products:

A number of by-products are generated in the process of steelmaking. These products

include coke products, benzol products, tar products, ammonium sulphate, 86 granulated blast
furnace slag, lime products and gases. Coke by-products are sold to the steel, cement and brick
industries. Benzol by-products are used in the solvent, paint, dye, drugs and detergent industries.
Tar by-products are sold to the aluminum and manufacturing industries. Ammonium sulphate is
used as fertilizer. Granulated blast furnace slag is used for manufacturing slag cement. Lime by-
products are sold to the paper industry. Gases such as liquid oxygen are sold for medical and
industrial purposes while liquid nitrogen is used for industrial purposes.

Vision

•To be a continuously growing world class company we shall

• Harness our growth potential and sustain profitable growth.

• Deliver high quality and cost competitive products and be the first choice of customers.

• Create an inspiring work environment to unleash the creative energy of people.

• Achieve excellence in enterprise management.

• Be respected corporate citizen, ensure clean and green environment and develop vibrant

communities around us.

Mission:

• To attain 16 million ton liquid steel capacity through technological up-gradation,

operational efficiency and expansion; to produce steel at international standards of cost

and quality; and to meet the aspirations of the stakeholders.

Objectives:

1. Towards growth- Expand the plant capacity to 7 Mt by 2010-12 and 10 Mtby 2019-20.

30
 2. Towards profitability- Achieve net profits from 2002-03 onwards with special emphasis
on enhancement of production of value added steels andcost reduction.
3. Towards employees-Make RINL the employer of choice. Upgrade the skills and
efficiency of employees through training and development and maintain high levels of
motivation and satisfaction.
4. Towards customers- Promote branding of products for quality and customer preference
through effective customer relations management.
5. Towards suppliers- Develop a reliable and strong supplier base and ensure effective
supply chain.
6. Towards quality -Promote quality movement in all functions of the company through
quality management system.
7. Towards technology- up-gradation and productivity - Continuously upgrade technology
and practice benchmarking to achieve international efficiency levels. Adopt latest
developments in information and communication technology.
8. Towards knowledge management - Become a knowledge based and a knowledge sharing
company.
9. Towards safety, environment, and society - Continue efforts towards safety of employees,
conservation of environment and be a good corporate citizen.

Core Values:

With a view to running the business in a transparent manner meeting the needs and
expectations of the stake holders, it was felt desirable to give utmost importance to the value
system in the company. Accordingly RINL has finalized core values, which are brought out
below.

 Commitment
 Customer Satisfaction
 Continuous Improvement
 Concern for Environment
 Creativity & Innovation

31
VISION 2025:

To be the most efficient Steel Maker having the largest single location shore based steel
plant in the country.

OBJECTIVES:

1. Achieve Gross Margin to Turnover ratio > 10%

2. Plan for finishing mill to integrate with 7.3 MT capacity and commission the
same
a. by 2017-18.
3. Achieve rated capacity of new & revamped units by 2017-18.
4. Capture markets for high –end value added products by focusing on sector
specific
a. applications and customer needs.
5. Globalization of operations through acquisition of mines and setting up of
a. marketing network abroad.
6. Diversify through operationalizing of Bhilwara Mines, setting up of Pelletization
a. Plant, DRI-EAF unit, Wheel & Axle Plants.
7. Create high performance and safe work culture by nurturing talent and developing
a. leaders.
8. To grow in harmony with the environment & communities around us.

Major Departments:

Raw Material Handling Plant

VSP annually requires quality raw materials viz. Iron Ore fluxes (Lime stone,
Dolomite); coking and non coking coals etc. to the tune of 12-13 Million Tones for producing 3
Million Tones of Liquid Steel. To handle such a large volume of incoming raw materials
received from different sources and to ensure timely supply of consistent quality of feed
materials to different VSP consumers, Raw Material Handling Plant serves a vital function. This
unit is provided with elaborate unloading, blending, stacking & reclaiming facilities viz. Wagon
Tipplers, Ground & Track Hoppers, Stock yards Crushing plants, Vibrating screens, Single/ twin
boom stickers, wheel on boom and Blender reclaimers. In VSP peripheral unloading has been

32
adopted for the first time in the country. The Raw Material Handling Plant (RMHP)
Department procures the different raw materials from various sources. The following are the
important raw material handled by the RMHP Department.

Number of ovens in batteries 67

31.6 tonesCoke Oven

Department

The main func

in to coke, whi

Coke is a h
distillation of c
125oC for a pe

Coal handling capacity of ovens

It is used as a fuel and

reducing agent for
reduction of iron ore in
blast furnace. The
following are the
parameters of Coke Ovens:

Number of batteries 4

Dimensions of oven 16m length x 7m height

Besides coke production, a number of coal chemicals are being extracted in coal chemical
plants. The coal chemicals are tar, benzyl and ammonia based products. The coal is not
consumed directly because coke helps in reducing the pollution.

33
Sinter Plant Department:

Sinter is a hard and porous lump obtained by

agglomeration of lines of iron ore, coke, limestone and
metallurgical waster. This department by not wasting
the powder and small pieces of iron ore coal manganese,
dolomite and limestone makes Sinter Cakes and put it
for reuse.This increases the productivity of Blast
Furnace, improves the quality of pig iron and decreases
the consumption of coke rate.

Blast Furnace:

Pig iron/hot metal is produced in blast furnace. The

furnace is named as blast furnace as it is running with
blast at high pressure with a temperature of 1150oC.

Raw materials required for iron making are iron ore,

sinter coke and limestone. For one tone of hot metal
production, 310Kgs. iron ore, 1390Kgs. sinter and
627Kgs. of coke with some other additives.

For production of pig iron/hot metal there are two blast furnaces named Godavari and
Krishna. They are of the largest and most modern furnaces in the country.

Steel Melt Shop:

Hot metal produced in blast furnace contains

impurities like carbon, sulphur, phosphorus, silicon,
etc.; these impurities will be removed in steel making
by oxidation process.

34
There are three LD converters to convert hot metal in to steel, after the conversion of hot metal
in to steel, the steel is subjected to homogenization treatment and cast in to blooms in continuous
casting machines.

AUXILIARY FACILITIES
Plant Design:
Major functions of this unit are

 Development of detailed Manufacturing Drawing and Replacement Specification

drawings.
 Suggesting New Designs and detailing by doing elaborate engineering study and
Analysis.
 Standardization.

Production, Planning and Monitoring Department (PPM):

 Formulation of Annual and Monthly Production Plan.

 Analyzing Plant performance against targets on a periodic basis and put up for
information.
 Formulation of techno – economic norms and reviewing the same against
targetsperiodically.
 Raw material requirement projection of Coal, Ore and fluxes.
 Preparation of MIS on Inward and outward traffic w.r.t. incoming raw materials
andoutward dispatches.

Quality Assurance and Technological Development (QA &TD):

The QA & TD dept. has been set up to take care of activities pertaining to Quality Control of
RawMaterials, Semi finished products and finished products. The QA & TD labs are provided at
major department like CO&CCP, SP, BF, SMS, Rolling Mills etc., in addition to Central
Laboratory. The department monitors the process parameters for production of quality
products.QA & TD carries out analysis, testing and final inspection including spark testing of
finished products and assignsgrades to them.

35
Research and Development (R & D):

 R&D Department started functioning from 2005 in RINL. This department takes
up variousimprovement projects related to the areas given under:
 Pursuing innovative and path breaking technologies to create a vibrant, viable
andsustainable future for RINL.
 Developing technologies to enrich raw materials of lean variety.
 Product development to meet ever increasing demands on steel quality.
 Meeting the challenges of energy and environment.
 Create knowledge through basic research in the area of Iron and Steel.
 Improve the technological capability of the human resources through
interventions likeexposure to information, advanced knowledge and new
technologies.
 R&D projects are carried out internally and jointly with the help of external
agencies viz.,research organizations and academic institutions like IITs, NITs,
CSIR laboratories, Universities etc.

Technical Improvement Cell:

TIC functions as nodal agency for coordinating and monitoring the various activities as
envisaged in company procedure for processing and implementing of AMR schemes.

TQM - ISO Cell:

Ensuring the implementation and maintenance of Quality Management System

requirements for ISO 9001 : 2008.

Liaisoning with certifying agency for conducting audits for Quality Management
System,Environment Management System, Occupational Health & Safety Management System
and Energy Management System.

Budget plan and control:

 Identification of Budget requirement under various heads.

 Control of the Budget and Spares, Consumables & Raw Materials Inventory.

36
  Systems and Procedures:-
 Streamlining the contract management system to ensure consistency of approach and
adoption of sound principles of contract management.
 Ensuring the implementation and maintenance of quality management system
requirements for ISO 9001:2000 Certificate.
 Monitoring pollution control activities of the Plant and interaction with the State and
Central Pollution Control Board.

Systems and Procedures:

 Streamlining the contract management system to ensure consistency of approach

andadoption of sound principles of contract management.
 Monitoring pollution control activities of the Plant and interaction with the State
andCentral Pollution Control Board.

Directorate of Personnel:
Personnel Department (Corporate Personnel, Central Employee Relations and Plant
Personnel)
 Manpower Planning
 Employees induction
 Service matters, policy & rules
 Industrial relations
 Employees welfare
 Corporate Social Responsibility (CSR)
 Replies to parliamentary questions
 Official Language implementation

Legal Affairs:
Legal Affairs deals with all legal matters including arbitration, coordination with Standing
Councils, Legal Advices etc.
Management Services (MS):
 Quality Circle
 Suggestion Scheme
 Incentive Scheme
 Reward Scheme
 Procedural Orders etc

37
Training & HRD:

 Leadership Training
 Training on Motivation and Attitude
 Team Building
 Skill Training
 Induction and Orientation
 Plant Practice Lectures
 Basic Engineering Lectures
 Plant Specialized Training
 Management Development
 On the Job Training
 Multi Skilling / SUPW and Mentoring

Materials Management Department (MM):

 Procurement of all materials such as Raw-materials, Spares and consumables required for
the entire Plant Operations.

 To enter into long term agreements for supply of major & minor raw-materials with
indigenous and imported suppliers.

 To affect economy in the cost of materials by Purchasing materials of the right quality, in
the right quantity at the right time from the right source at the right place.

 To arrange inspection of materials prior to handing over to Production Units to ensure

quality materials only are issued to Production Units.

 Storage of materials & issue the same to the Production Units as per their requirement.

 To develop and encourage ancillary industries so that the availability of the materials at
right time is ensured.

38
PARTICULARS OF ORGANIZATION, FUNCTIONS AND DUTIES:

PARTICULARS OF ORGANIZATION

a) Name of the Company : RashtriyaIspat Nigam Limited

b) Company Identification
Number (CIN)
c) Date of Incorporation
d) Mode of Incorporation
e) Administrative Ministry
f) Present Status
g) Share Capital
i) Authorised
Equity Share Capital
Preference Share Capital
Total
ii) Subscribed, Issued
and paid up capital
: U27109AP1982GOI003404
: 18th February 1982
: Incorporated as a Government Company
under the provisions of the Companies
Act, 1956.
: Ministry of Steel
Govt. of India.
: A Govt. Company within the meaning of
Section - 617 of the Companies Act, 1956.
:
: Rs.4,890Crores
: Rs.3,110Crores
-------------------
: Rs.8,000Crores
-------------------
Rs.7,827.32Crores

h) Present Share holding. : The entire Share Capital is held

i) Address of Registered Office
by President of India.
: RashtriyaIspat Nigam Limited
Visakhapatnam Steel Plant
Administrative Building
Visakhapatnam – 530 031
Website: www.vizagsteel.com

Visakhapatnam Steel Plant (VSP), the first coast based Steel Plant of India is located, 16
KM South West of city of Destiny i.e. Visakhapatnam. Bestowed with modern technologies,
VSP has an installed capacity of 3 million Tonnes per annum of Liquid Steel and 2.656 million
Tonnes of saleable steel.

At VSP there is emphasis on total automation, seamless integration and efficient up

gradation, which result in wide range of long and structural products to meet stringentdemands
of discerning customers within India and abroad. VSP products meet exacting International
Quality Standards such as JIS, DIN, BIS, BS etc.

39
 VSP has become the first integrated Steel Plant in the country to be certified to all the
threeinternational standards for quality (ISO-9001), for Environment Management (ISO-14001)
& forOccupational Health & Safety (OHSAS-18001). The certificate covers quality systems of
allOperational, Maintenance and Service units besides Purchase systems, Training and
Marketingfunctions spreading over 4 Regional Marketing Offices, 24 branch offices and stock
yards located allover the country.

VSP by successfully installing & operating efficiently Rs. 460 crores worth of Pollution Control
and Environment Control Equipments and converting the barren landscape by planting more than
3 million plants has made the Steel Plant, Steel Township and surrounding areas into a heaven of
lush greenery. This has made Steel Township a greener, cleaner and cooler place, which can
boast of 3 to 4° C lesser temperature even in the peak summer compared to Visakhapatnam City.

VSP exports Quality Pig Iron & Steel products' to Sri Lanka, Myanmar, Nepal, Middle
East, USA, China and South East Asia. RINL-VSP was awarded "Star Trading House" status
during 1997-2000. Having established a fairly dependable export market, VSP plans to make a
continuous presence in the export market. Having a total manpower of about 16,600 VSP has
envisaged a labour productivity of 265 Tonnes per man year of Liquid Steel.

Quality holds the key to pride, productivity and profitability: The economics of recent times has
spawned the need to have the right resources to improve quality and reduce costs and at VSP,
quality is the responsibility of one and all. It is a matter of pride that VSP is the only integrated
steel plant in the country to be certified for ISO 9001-2000, ISO-14001: 2004 and OSHAS
18001:1999.

Key Audited Financials (Rs. Crores)

2009-10 2008-09

40
Gross Turnover 10635 10411

Total Income 10567 10052

Total Expenditure 8964 7697

Gross Margin 1603 2355

Interest Charges 78 88

Cash Profit 1525 2267

Depreciation 277 240

Profit Before Tax 1248 2027

Provision for taxations 451 691

Net Profit 797 1336

Dividend for the year 2009-10:

The Net Profit for the financial year 2009-10 has eroded by 40% as comparedto that of
the previous year due to lower net sales realization. Considering thefinancial position of the

Company and the need to have adequate internalresources for the ongoing Expansion
Project and to support modernization and key raw material securitisation plans, there is a
requirement to conserve funds.It is a great pleasure to annunciate that the Board of Directors of
the Company have since recommended a total dividend of 10% of Profit After Tax (PAT) to
Equity Share holders (amounting to Rs. 79.67crores) and 7% on PreferenceShare Capital to
Preference Shareholders (amounting to Rs. 205.62crores)including the interim dividend of Rs.
100.01crores already paid to Equity and Preference Shareholders for the financial year 2009-10
and the Shareholders, at the 28th AGM of the Company held on 24th July, 2010, have declared
the dividend for the year 2009-10 accordingly.

The purpose of a business is to create and retain customers. Profit in business comes from repeat
customers, customers that boast about your product orservice, and that bring friends with them.
VSP builds relationship with external partners on the basis of trust and information sharing.
41
RINL has developed key partners and strategic relationship with vendors, customers and the
agencies associated with our operations. Unmatched quality and superlative performance have
made VSP the first choice of customers who demand only the best.

ACHIEVEMENTS & AWARDS

The efforts of VSP have been recognized at various forums. Some of the major awards
received by VSP are in the area of energy conservation, environment protection, safety, quality,
Circles,

Rajbhasha, MOU, sports and a number of awards at the individual level.

Some of the important awards received by VSP are

ISO 9001:2000 Certificate for

1. Production of comprehensive range of Iron and Steel products, Coke & coal
chemicals,other saleable products like liquid nitrogen, liquid oxygen, liquid argon, ammonium
sulphateand generation of power along with supporting & service departments.

2. Marketing of Iron and Steel products in export and domestic markets through a network of
regional offices and branch offices.

3. Sale of power to state grid and sale of Coke & coal chemicals, other saleable products like
liquid nitrogen, liquid oxygen, liquid argon, ammonium sulphatein domestic markets.

 Indira PriyadarshiniVrikshaMitra Award - 1992-93 Nehru Memorial National Award for

Pollution Control 1992-93 & 1993-94

 EEPC Export Excellence Award - 1994-95

 CII (Southern Region) Energy Conservation Award - 1995-96

 Golden Peacock (1st Prize) "National Quality Award - 96" 11M in the National Quality
Competition – 1996

 Steel Minister’s Trophy for "Best Safety Performance" – 1996

42
  Selected for "World Quality Commitment Award - I997" of J* Ban , Spain

 Best Labour Management Award from the Govt. of AP

 SCOPE Award for Best Turnaround – 2001

 Gold Star Award for Excellent Performance in Productivity Udyog Excellence Gold
Medal Award for Excellence in Steel Industry. Excellence Award for outstanding
performance in Productivity Management, Quality & Innovation.

 IspatSurakshaPuraskar (1st Prize) for longest Accident Free Period 1991-94

 Environment Excellence Award from Greentech Foundation for Energy conservation –

20Best Enterprise Award from SCOPE, WIPS - 2001-02

 Best Enterprise Award from SCOPE for surpassing MOU targets-2003-04

 ISTD Award for "Best HR Practices" – 2002

 Prime Ministers Trophy for "Best Integrated Steel Plant - 2002-03

 "World Quality Commitment International Star Award" in the Gold category conferred
byBusiness Initiative Directions, Paris

Award Purpose Year

"Corporate Vigilance Excellence Award" by
Institute of Public Enterprise
"Best Enterprise Award" under
Maharatna&Navratna category by SCOPE –
For promoting transparency in 2016
procedures and awareness in
combating corruption
For outstanding contribution for the 2016
betterment of women employees

43
2nd prize
Awards at INSSAN - for "Excellence in For implementation of Suggestions 2016
Suggestion Scheme"
"Gold Award" at IIIE-National Productivity For Value Engineering case study 2015
Competitions 2015
Performance Excellence Award by QCFI For implementation of 5S 2015
"Performance Excellence Award 2014 by IIIE" For overall excellence in performance 2015
ICQCC 2015 at South Korea - 1 Silver and 2 For implementation of QC projects 2015
Bronze Illumination awards
"VishwakarmaRashtriyaPuraskar" by the Innovative suggestions for higher 2015
Ministry of Labor and Employment, GoI efficiency, productivity & process
improvements
"CIO-100 Award" by International Data Group For operational and strategic 2015
excellence in Information Technology
"Excellent Energy Efficient Award- 2015" & For excellence in Energy 2015
"Innovative Project Award" by CII Management
"Corporate Vigilance Excellence Award" by For promoting transparency in 2015
Institute of Public Enterprise procedures and awareness in
combating corruption
“Best Enterprise Award” under For outstanding contribution for the 2015
Maharatna&Navratna category by SCOPE betterment of women employees
Star Performer Award by Ministry of For outstanding exports performance 2015
Commerce & Industry
Best QC promoting Public Sector by QCFI For promoting Quality Circles 2014
'Excellence' Awards (Highest Category) in For implementation of QC projects 2014
ICQCC - 2014, Colombo, Sri Lanka
‘Excellent Energy Efficient Unit’ award by For Energy Efficiency 2014
Confederation of Indian Industry, Godrej Green
Business Center
Third prize of Indira Gandhi Rajbhasha Shield For effective implementation of Official 2014
Language
National Competition for Young Managers by For competitive excellence and 2014
All India Management Association leadership skills
Vishwakarma Awards - Innovative suggestions for higher 2014
VishwakarmaRashtriyaPuraskar for 2 efficiency, productivity & process
employees improvements
CIO-100 Award For excellence in IT & Special Award 2012
under the category ‘Networking
Pioneer’
Water Efficient Unit Award from CII For excellence in Water Management 2012
HR Leadership award to Dir(Personnel), Sri. Y Outstanding contribution to the HR 2012
R Reddy by HRD Congress Profession
Green Manufacturing Excellence Award by Recognition for best Green 2012
Frost & Sullivan’s - Overall Leaders Manufacturing practices
Steel Minister’s Trophy for 2009-10 2nd prize for Best Integrated Steel 2012
Plant for 2009-10
First Prize - IIM Sustainability Award-2011 by Overall performance 2011
Indian Institute of Metals
Shram Awards by Ministry of Labour& 5 Shram awards for distinguished 2011
Employment, Govt. Of India record of performance
'Excellent and Distinguished awards at the Recognition for Quality Circle teams 2011
International Convention on Quality Control by Union of Japanese Scientists and

44
Circles (ICQCC’11) held at Yokohama, Japan.
Indira Gandhi Rajbhasha Shield (First Prize) by
Department of Official Language, Ministry of
Home Affairs, GOI
‘Excellent Energy Efficient Unit’ Award of
Confederation of Indian Industry by CII
First in MoU Rating for 2009-10 among the
PSEs under MoS
IspatRajbhasha Shield (First time) by
Department of Official Language, Ministry of
Home Affairs, GOI
International Convention on Quality Concept
Circles (ICQCC) by ICQCC
UdyogRatan Award by Delhi Telugu Academy
1st Steel Minister's Trophy for the year 2006-
07
'Best Management Practices' Award by Govt.
of AP
'Indira Gandhi Rajbhasha shield' given by His
Excellency Vice President of India Dr. Hamid
Ansari
5 No.s of the prestigious Prime Minister Shram
Awards, 1'Shram Bhushan' and 4 'Shram Veer'
awards,presented by Ministry of Labour and
Welfare
UdyogRatan Award for CMD of RINL By
National Industrial Conclave-2010, Ranchi
Bagged third prize in ‘Public Relations National
Awards-2009’
VishwakarmaRashtriyaPuraskar Awards for the
performance year 2007 5TH Time in a row.
RINL ranked No.2 globally for the popularity of
website among the global steel makers.
ISPAT RAJYA BHASHA TROPHY
QCFI-NMDC Trophy.
“IspatSurakshaPuraskar Award”
Engineers (JUSE).
Effective implementation of Official 2011
language Hindi
Recgonition for Excellence in Energy 2011
Management
Excellent MoU rating among all PSUs 2011
under Ministry of Steel (MOS) for the
year 2009-10
For remarkable work in progressive 2011
use and implementation of Official
Language for the year 2008-09
Seven ‘Quality Circle’ (QC) teams and 2010
Four ‘5S’ teams bagged ‘Gold Medals.
For significant contribution in 2010
preservation and promotion of Indian
Culture and for taking key initiatives
towards CSR.
VSP’s excellent Overall performance 2010
In recognition of VSP’s performance 2010
in the areas of Production,
Productivity, Labour Practices,
Industrial Relations and Corporate
Social Responsibility
For effective implementation of 2010
‘Rajbhasha’, Hindi in VSP
Given annually to the excellently 2010
performing workers
For his outstanding contribution in 2010
making VSP ‘turn around to a blue
chip company’ and for being the
architect of ‘special purpose vehicle’
for global acquisition of mines
In the ‘Event Management’ category 2009
at the 31st All India Public Relations
conference held in Chandigarh
For the best suggestions 2009
Global survey by Steel guru for the 2009
most popular website among steel
makers all over the world
For popularising the usage of Hindi. 2009
For the ‘Best Quality Circle 2008
Implementing Organisation’ given by
QCFI
For ‘No fatal accident’ in 2006 & 2007 2008
given by JCSSI (Joint Committee on
Safety, Health & Environment in Steel
45
 industry)
Second Prize for Organisational Excellence. Efficient suggestion scheme operation 2008
given by INSSAN
National Award for e-Governance Exemplary usage of ICT by Public 2007-08
Sector Undertakings
Sri PK Bishnoi, CMD was presented For significant contribution to the 2007
Excellence Award by the Delhi Telugu industry.
Academy
Two QC teams, 'Samruddhi' from SMS and Best Quality Circles 2007
'Trishakti' from LMMM won GOLD Medals at
International Convention on Quality Control
Circles (ICQCC) 2008 at Beijing, China in
October 2007.
Sri PK Bishnoi, CMD was awarded the Best Indira Gandhi Memorial National 2007
Chief Executive Gold Award of 'Indira Gandhi Awards
Memorial National Awards-2007' by Institution
of Engineers (India) Hyderabad.
Commendation prize for strong commitment to Overall Excellence in all activities of 2006
Excellence - CII Exim Bank Award for Business the company
Excellence 2006
Strong Commitment - CII HR Excellence Excellence in HR processes and 2006
Award 2006 practices
Prime Minister's Trophy Best integrated steel plant 2005-06
National Award for Excellence in Water Excellence in water management 2005,2004
Management by CII
Energy Conservation Award by AP Productivity Best organization in Energy 2005
Council conservation initiatives
Certificate of Appreciation by Institution of Excellence in energy conservation 2005
Engineers, AP chapter
Leadership & Excellence Award in SHE Excellence in SHE by CII South Zone 2004
(Safety, Health & Environment)
World Quality Commitment International Star Performance excellence, quality 2004
Award management & quality achievement
given by Business Initiative Directions,
Paris in the Gold category.

The above awards are besides a number of awards at the local, regional & national
levelcompetitions in the area of Quality Circles, Suggestion Schemes etc.

46
 CHAPTER-4

THEORETICAL FRAMEWORK

47
THEORETICAL FRAME WORK

INTRODUCTION:

Marketing is the distinguishing the unique functions of the business. It has been defined as
“The process in the society by which the demand structure for economic goods and services
is anticipated or enlarged and satisfied through the conception, promotion and exchange and
physical distribution of such goods and services”

Marketing is often described as “every one’s business”. This is true because marketing is
capable of influencing the lives of everyone and every day. It is application is most vital
for all organisation, whether they are profit making or non-profit making. marketing is the
crucial deciding point at which of customers for every walk of life it is both a
philosophy and technology it is concerned with deciding what should be produced, how
and how and when products could be most effectively distributed among the customers.
Therefore, it is true to say that marketing is true to say that marketing is a ‘social
technology’

A high level of marketing activity is a prerequisite for high level on economic activity it
has been apply remarked nothing happen until somebody sells something at present the
urgency is for increasedmarking and not merely for increased production this is alone
show the importance of marketing as a potential force that commands high significance for
the society as a hole.

In the past, it was true that marketing was only concerned with getting goods and
services into the hands of ultimate consumer. But later it was realized that goods must
reach customer at a maximum speed but with minimum cost. This involves the integration
a number of activities form conception of a product ideate its profitable selling and
ultimate for consumption. In recent year marketing has assumed greater importance. This is
mainly due to rapidly increasing tempos production of a wide range of goods and
services it is an undisputed fact that ‘sustained economic growth’ depends to a large
extent, on the performance of marketing activities because it is only through marketing
that the demand for goods and services is stimulated. This stimulation leads to
multiplication of product and ultimately leads to higher production.

48
Marketing therefore, is at the heart of all industrial activity. It is of vital importance for all
businessmen to understand the role of marketing it is the economic development of a
country and in raising the standard of living of the people. Marketing provides wide
employment opportunities, it is estimated that in countries like the USA of the total
number of persons employed, between 114 and 113 of them engaged in the field of
marketing.It is marketing which has converted ‘yesterday’s luxuries into today’s necessaries’. It,
indeed, is themost important ‘multiplier’ andan effective engine of development. It mobilizes
latent economic energy arm thusis the creator small business.

Marketing process brings new varieties of useful and quality goods to customer. Thisraises
the standard of living of the people. It is the developer of standard for products and services
as well as conduct, integrity, reliability, etc., besides economic integration is made
possible through proper distribution of products. In the words Peter F Drucker without
marketing there can be no democratic economic development.

INTRODUCTION TO MARKETING MIX:

The marketing is the set of marketing tools the firm uses to pursue its marketing
objectives in the target market .McCarthy classified these tools into four broad groups
that he called 4 pc’s of marketing: Product, Price, Place, Promotion.

MARKETING MIX:

Marketing mix is one of thekey concept in modern marketing. The MARKETING MIX refers
to the appropriate of efforts of combination, the designing and the integration of elements
of marketing into a program of mix which on the basis of appraisal of the market force
will best achieve the objectives of enterprises at a given time.

The marketing tools popularly called as 4 P’s

PRODUCT:

1) A good, idea, method, information, object or service created as a result of a process and
serves a need or satisfies a want. It has a combination of tangible and intangible
attributes ( benefits, features, functions, uses) that a seller offers a buyer for purchase.

49
For example a seller of a toothbrush not only offers the physical product but also the

idea that the consumer will be improving the health of their teeth.

2) LAW:A commercially distributed good that is

(1) tangible personal property,

(2) output result of a fabrication, manufacturing or production process, and

(3) passes through a distribution channel before being consumed or used.

3) MARKETING: A good or service that most closely meets the requirements of a

Particular market and yields enough profit to justify its continued existence. As long As
a cars manufactured, companies such as Michelin that produce tires fill the market need
and continue to be profitable.

PRICE:

The differences between the amount of work that should have been paid for and the
actual amount paid. To calculate the labour rate variance, determine the difference between
actual labour rate per hour and standard labour rate per hour and then multiply by
number of hours actually worked.

PLACE:

1) COMMERCE: The movement of goods and services from the sources through a
Distribution channel, right up to the final customer, consumer, or users, and the Movement of
payment in the opposite direction, right up to the original producers or supplier.

2) SECURTIES: Payment of principal, interest, or divided by the issuer of a security to

the security holders, on a regular ( typically monthly or quarterly) basis.

3) STATISTICS: An order or pattern formed by the tendency of a sufficiently large

number of observation to group themselves around a central value. The familiar bell
shaped curve is an example of normal distribution in which progressively fewer

50
observation falling evenly on either side of the centre line. See also frequency distribution,
normal distribution and standard distribution.

PROMOTION:

1)MARKETING: The advancement of a product, idea, or point of view through publicity

and \ or advertising see also sales promotion.

2) HUMAN RESOURCES: The advancement of an employee’sposition within the

organization.

THE FOUR COMPONENTS OF THE MARKETING MIX:

51
PRODUCT MIX:

Product is the thing possessing utility.It has 4 components:

1. Product range.

2. Service after sale.

3. Brand.

4. Package.

The product management evolves product mix in consultation with marketing manager.

PRICE MIX:

Price is the valuation place upon the product by the offer. It has to cover pricing, discounts,
allowances and terms of credit. It deals with price competition.

PLACE (DISTRIBUTION) MIX:

Distribution is the delivery of the product and right to consume it. It includes channels of
distribution, transportation and warehousing and inventory control.

PROMOTION MIX:

Promotion is the persuasive communication about the product by the offer to the prospect. It
covers advertising personal selling, sales promotion, publicity, public relations, and
exhibition land demonstration used in promotion. Largely it deals with loon price
competition.

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PRODUCT:

A product is anything that can be offered to satisfy a need or want occasionally we will use
other terms for product, such as offering or solution.

DEFINITION:

“A product is set of tangible and intangible attributes including packing, colour, price,
quality and brand plus the seller’s service and reputation. A product may be good, service,
place, person or idea.”

“A product is a bundle of utilizes consisting of various product features and accompany

thing services”. The product may be defined as a set of tangible land associated attributes
capable of being exchange for a value with ability to satisfy consumer and business need.

CLASSIFICATION OF PRODUCTS:

Marketers have traditionally classified products on the basis of varying product,

characteristics: durability, tangibility and use. Each product type has an appropriate
marketing mix strategy. Basically products can be into goods and services. Good is a
tangible attribute whereas service is essential intangible. Product can be divided into

 Goods.
 Services.

Goods are further divided into

I. Consumer goods.
II. Business goods. ( industrial goods)

Consumer Goods:

 Durable goods.
 Non- durable goods.
 Perishable goods.

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Industrial Goods:

 Raw material.
 Capital equipment.
 Operating supplies.
 Components parts.
 Fabricating material.

PRODUCT CYCLE CONCEPT:

The product life cycle concept derives from the fact that a product’s sales volume and sales
volume and sales revenue follow a typical pattern of our phase cycle. The life cycle is a fact
of existence for every product. It is similar to the human life cycle. The length of cycle, the
duration of each phase and the shape of the curve vary widely for different products.
Typically, there are four phases in the product life cycle of any product. They are

1. Introduction stage.

2. Growth stage.

3. Maturity stage.

4. Decline stage.

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INTRODUCTION STAGE:

In the early stage, when the products introduced in a market, sales revenue begins to grow but
the rate of growth is very slow. Profits may not there as we have low sales volume, large
production and distribution costs. We may require heavy advertising and sales promotion.

GROWTH STAGE:

It is the period during which the product is an accepted by consumers and traders. During the
growth stage, the rate of increase of sales turnover is very rapid. Profits also increase at an
accelerated rate. In spite of competition, we may have rising sales and profits. In this stage
effective distribution and advertising are considered as key factors.

MATURITY STAGE:

During the stage keen competition brings pressure on prices. Increasing marketing
expenditure and falling prices will reduce profits. Additional expenditure is involved in
product modification and improvement or broadening the product line. Low prices,
increasing competition, rising marketing costs and declining profits are the features in the
stage.

DECLINE STAGE:

Once the peak of saturation point is reached, product inevitably enters the decline stage and
becomes obsolete. Sales drop severely, competition dwindles, profits dried-up. A market is
expected to keep new products ready to fill the gap created by the demise of existing
products. Cost control becomes the key to generate profits.

THE PRICING OBJECTIVES:

PROFIT ORIENTED:

 To achieve a target return on investment.

 To maximum profits.
 To reduce wastage.

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SALES ORIENTED:

 Growth in sales.
 Growth in market share.
 Maintaining market share.

STATUS QUO:

 Avoiding or meeting completion.

 Non- price completion.

TYPE OF DISTRIBUTION CHANNEL:

The distribution channels may be classified as non- integrated and integrated. Non-integrated
channel referred to as individualistic or conventional market channel are fragmented network
in which loosely aligned manufacturers, wholesalers, and retailers bargain with each other,
negotiate over terms of sales, and otherwise behave autonomous participate in a coordinated
manner. These channels may be vertical or horizontal.The billets and wire rods is mainly
distributed through conventional or non-integrated channel.Vizag Steel Plant is optingall the
four choice of channel distribution.Vizag Steel Plant is having retailers, wholesalers in the
market.

A) MANUFACTURE TO CONSUMER:

The channel is the shortest and simplest of all channel choice available to a company. It is
the direct channel in which products transformed direct to consumers by a
manufactures.Without any intermediary participating in the pathwayVizag Steel Plant
hasopted this channel for industrial and bulk consumers. This channel is mainly used in the
distribution to industries such as steel industries.

B) MANUFACTURER TO RETAILER TO CONSUMER:

This channel consist of one type of intermediary, CALLED RETAILER, THROUGH

WHOM A MANUFACTURER SELLS GOODS TO CONSUMER VizagSteel Plantis
having many retailers through which products are distributed to consumer throughout
Andhra Pradesh and some places in India.

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 C) MANUFACTURER TO WHOLESALERS TO RETAILER TO CONSUMER:

This channel consist of two types of intermediates namely wholesaler and retailer through
when a manufacturer channels is product to consumer. In this, the directness of distributed a
little quantity of iron ore through this channel. This is mainly distributed through public
distribution system the emergence of the public distribution sense.

BY PRODUCTS:
AMMONIUM SULPHATE:

Nitrogen by weight % min : 20.6

Moisture by weight % max : 1.00

Free acidity % max : 0.04

CRUDE COAL TAR:

Specific gravity at 200C : 1.16 - 1.20

Moisture % max : 6.00

* Viscosity (E deg) at 93°C : 1.70 - 5.00

* Residue on distillation (above 360°C) % min : 53

* Toluene insoluble % max : 14

* Quinolene insoluble % max : 8

COAL TAR FUEL / PITCH CREOSOTE MIXTURE (PCM) TE MIXTURE (PCM):

* Moisture % max : 4.00

Viscosity (E deg) at 93°C : 2 - 5

HOT PRESSED NAPHTHALENE:

Colour : White or Light Brown

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 Crystallisationpoint : 78.50o C (Mininum)

* Ash (by weight) max : 0.20

* Tolune insoluble % max : 0.20

* Moisture % max : 0.50

DRAINED NAPHTHALENE OIL:

Moisture % : 5 max

Naphthalene % : 30-35

PHENOL FRACTIONS:

Specific gravity at 20°C : 0.99 - 1.02

Phenol % : 20 - 35

Naphthalene % max : 25

Moisture % max : 5.0

LIGHT SOLVENT OIL (LSO) VENT OIL (LSO):

Specific gravity at 15 °C : 0.850 min

* Distillation range upto 125°C ml : 5 max upto 170°C ml : 90 min

* Residue on evaporation mg/100ml : 10 max

* H2 S &mercaptans : Negative

(* These parameters will be included in the Test Certificate on agreement with the
customers)

.* For Drained Naphthalene Oil, Phenol Fractions & Light Solvent Oil the modifications are
to be incorporatedafter approval of the committee recommendation by competent authority.

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BENZENE:

Gr. A Gr. B

*a. Relative density 15.6/15.6°C : 0.879-0.886 0.879-0.886

*b. Total Sulphur, ppm max. : 5 As agreed to between the purchaser and the supplier

*c. Crystallization point o

C min : 5.3 -

*d. Non-aromatics, ppm max : 500 -

e. Purity (GLC method), min(%) : 99.93 99.0% min.

*f. ThiopheneContent : 10.0 ppm max. -

TOLUENE:

Nitration Industrial Nitration Industrial

*a. Specific Gravity at 15/15 0C : 0.870 - 0.874 0.86 - 0.875

*b. Distilliation range (1-96% 0C incl. 110.60C) : 0.6 -

Upto 1050C ml. : - 5.0

Upto 1200C ml. : - 90.0

*c. Residue on evaporation : 5 10

d. H2 S &mercaptans : -ve -ve

e. Purity (by GLC method), kin (%) : 99.2 92.0

Note : *These parameters will be included in test certificate on agreement with the customer.

COAL TAR WASH OIL:

Specific gravity at 38°C : 1.04 - 1.08

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Moisture % : 4.00 max

* Distillation upto 230°C % : 10.00 max

230. - 300°C % : 85.00 max

above 300°C % : 5.00 max

Naphthalene % : 15.00 max

ANTHRACENE OIL:

Specific gravity at 20°C : 1.12 max

Moisture % : 3.00 max

* Distillation upto 300°C% : 20.00 max

SOL-110 (NON AROMATICS):

Specific gravity at 15°C : 0.84 min

* Distillation range 1-95% : 55-110°C

(*These parameters will be included in the Test Certificate on agreement with the customers)

Note : *These parameters will be included in test certificate on agreement with the customer.

BENZENE:

Gr. A Gr. B

*a. Relative density 15.6/15.6°C : 0.879-0.886 0.879-0.886

*b. Total Sulphur, ppm max. : 5 As agreed to betweenthe purchaserand the supplier

*c. Crystallization point o

C min : 5.3 –

*d. Non-aromatics, ppm max : 500 -

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 e. Purity (GLC method), min(%) : 99.93 99.0% min.

*f. ThiopheneContent : 10.0 ppm max. -

TOLUENE:

Nitration Industrial Nitration Industrial

*a. Specific Gravity at 15/15 0C : 0.870 - 0.874 0.86 - 0.875

*b. Distilliation range (1-96% 0C incl. 110.60C) : 0.6 -

Upto 1050C ml. : - 5.0

Upto 1200C ml. : - 90.0

*c. Residue on evaporation : 5 10

d. H2 S &mercaptans : -ve -ve

e. Purity (by GLC method), kin (%) : 99.2 92.0

PLAIN ROUNDS BY PRODUCTS:

HEAVY CRUDE BENZOL:

Moisture : 5% max

Naphthalene : 20-25

B.F. SLAG

Specification :CaO : 30 - 38%, Size : 30 - 40%, Al2 03 : 15 - 22 %

MgO : 8 - 11 %, FeO : 5 % Max, Mn : 2% Max

GASES:

Liquid Oxygen, Liquid Nitrogen, Argon Gas and Liquid Argon

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 CHAPTER-5

DATA ANALYSIS AND

INTERPRETATION

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DATA ANALYSIS AND INTERPRETATION

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 CHAPTER-6

FINDINGS

SUGGESTIONS

CONCLUSION

BIBLIOGRAPHY

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 FINDINGS

 36% of the respondents are having Visakhapatnam steel plant dealership.

 30% of the respondents feels that Visakhapatnam steel plant is having highsales
volume.
 30% of the respondents are considering most valuable suppliers from thedealers point
of view.
 28% of the respondents feel that quality of the product is excellent.And 12%of the
respondents feel quality is poor.
 28% of the respondents satisfied with price of the product.and 16% of therespondent
not satisfied with the price of the products.
 34% of Visakhapatnam steel plant is moving fast brand in steel industry.34% of the
respondent feel that order and replacement is highly satidfied.and16% of the
respondents feel that highly dissatisfied.
 28% of the respondents satisfied with availability of the product,and 16% of the
respondents are highly dissatisfied.
 30% of the respondents highly satisfied with margins offered by the product.And
12% of the respondents feel that margins of the product are highlydissatisfied.
 56% of the respondents satisfied with Visakhapatnam steel plant dealership.And 44%
of the respondents not satisfied.
 30% of the respondents feel that advertisement offered by Visakhapatnamsteel plant
is too high. And 18% of the respondents feel that advertisement is low.
 28% of the respondents feel that sales promotional efforts of theVisakhapatnam steel
plant are excellent.22% of the respondents feel that poor.
 32% of the Visakhapatnam steel plant products are having more life time.And8%
Dhurgapur steel plant product has less life time from others.

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 SUGGESTIONS

 Visakhapatnam steel plant should concentrate in credit facility of the dealers.

 Visakhapatnam steel plant should concentrate on sales man visit for wide marketing.

 Visakhapatnam steel plant should do more market research and get feed back.

 Visakhapatnam steel plant should concentrate to fulfill the service for the dealersrequired.

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 CONCLUSION

After analysis of the data we have concluded that Visakhapatnam steel plant has conqueredfirst
place because the sales volume of it is very high compare than others and the awarenessof the
Visakhapatnam steel plant is very high in Visakhapatnam district.Moreover visakhapatnam has
good dealership with dealers.Visakhapatnam steel plant has to improve its sales promotional
efforts as well as follow somestrategies through effective market research and get feedback from
their consumers andcustomers(dealers). And give more advertisement so that move powerful
than others andfixed the standard price. At the same time quality, availability and delivery time
of the Visakhapatnam steel plant isgood.

“IN SIMPLEWORDS VISAKHAPATNAM STEEL PLANT IS IN DEVELOPED

STAGE IN VISAKHAPATNAM DISTRICT”.

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 BIBLIOGRAPHY

Text Books:

 Philip Kotler, Gary Armstrong – “Principles of Marketing”, 12th Edition, Prentice Hall
of India Private Limited, New Delhi, 2008.

 V.S.Ramaswamy, S.Namakumari – “Marketing Management”, 4th Edition, Macmillan

Publishers India Limited, New Delhi, 2009.

 RajanSaxena – “Marketing Management”, 3rd Edition, Tata McGraw Hill Publishing

Company Limited, New Delhi, 2008.

 DR.K.Karunakaran – “Marketing Management”, Himalaya Publishing House Private

Limited, Mumbai, 2010.

 C.R.Kothari–“ Business Research methodology”, New age publication.

Websites Visited:

 www.vizagsteel.com
 www.indiansteelindustry.com
 www.wikipedia.com
 www.google.com

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 QUESTIONNAIRE

This questionnaire is entirely for the purposes of educational research; its contents will bekept
strictly confidential, will not be made known to anyone known outside of the researchstudy, and
will not otherwise be disclosed or published except in an aggregated form in whichindividuals
cannot be identified

1.NAME OF THE DISTRIBUTORS:

2.ADDRESS:

3.WHICH STEEL DEALERSHIP DO YOU HAVE?

A..ROURKELA STEEL PLANT ( )

B.BHILAI STEEL PLANT ( )

C.DHURGAPUR STEEL PLANT ( )

D.BOKARO STEEL PLANT ( )

E.VISKHAPATNAM STEEL PLANT ( )

4.WHICH COMPANY GETS HIGH SALES VOLUME INSTEELINDUSTRY?

A.ROURKELA STEEL PLANT ( )

B.BHILAI STEEL PLANT ( )

C.DHURGAPUR STEEL PLANT ( )

D.BOKARO STEEL PLANT ( )

E.VISKHAPATNAM STEEL PLANT ( )

5. IN YOUR POINT OF VIEW WHO IS THE MOST VALUABLE SUPPLIERS?

A.ROURKELA STEEL PLANT ( )

B.BHILAI STEEL PLANT ( )

C.DHURGAPUR STEEL PLANT ( )

D.BOKARO STEEL PLANT ( )

E.VISKHAPATNAM STEEL PLANT ( )

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6. WHAT IS YOUR OPNION ABOUT VIZAG STEEL?

A. EXCELLENT ( )B. VERYGOOD ( )C. GOOD ( )D. AVERAGE ( )E. POOR ( )

7.KINDLY GIVE YOUR SUGGESTION RELATED TO THE PRICEOF VIZAG STEEL?

A. HIGHLYSATISFIED ( )B. SATISFIED ( )C. AVERAGE ( )D. DISSATISFIED ( )E. HIGHL

Y DISSATIFIED ( )

8.WHICHIS THE FASTMOVINGBRANDINYOUR TOWN?

A.ROURKELA STEEL PLANT ( )

B.BHILAI STEEL PLANT ( )

C.DHURGAPUR STEEL PLANT ( )

D.BOKARO STEEL PLANT ( )

E.VISKHAPATNAM STEEL PLANT ( )

9. PLEASE RATE THE ORDER AND REPLACEMENT OF VIZAGSTEEL?

A. HIGHLYSATISFIED ( )B. SATISFIED ( )C. AVERAGE ( )D. DISSATISFIED ( )E.

HIGHLY DISSATIFIED ( )

10. PLEASE RATE THE AVAILABILITY OFVIZAG STEEL?

A. HIGHLYSATISFIED ( )B. SATISFIED ( )C. AVERAGE ( )D. DISSATISFIED ( )E.

HIGHLY DISSATIFIED ( )

11.ARE YOU SATISFIED WITH THE MARGINS OFFERED BY VIZAG STEEL?

A. HIGHLYSATISFIED ( )B. SATISFIED ( )C. AVERAGE ( ) D.DISSATISFIED ( )

E.HIGHLY DISSATIFIED ( )

12.ARE YOU SATISFIED TO TAKE THE VIZAG STEEL DEALERSHIP?

A.Yes ( ) B. No ( )

13.PLEASEMENTION ADVERTISEMENT OFFERED BYVIZAGSTEEL?

A. TOOHIGH ( )B. HIGH ( )C. MODERATE ( )D. LOW ( )E. TOOLOW ( )

14. PLEASEMENTION SALES PROMOTIONAL EFFORTSOFTHE VIZAG STEEL?

A. EXCELLENT ( )B. VERYGOOD ( )C. GOOD ( )D. AVERAGE ( )E. POOR ( )

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15.WHICH STEEL GIVESMORELIFETIMEFROMOTHERS?

A.ROURKELA STEEL PLANT ( )

B.BHILAI STEEL PLANT ( )

C.DHURGAPUR STEEL PLANT ( )

D.BOKARO STEEL PLANT ( )

E.VISKHAPATNAM STEEL PLANT ( )

16. WHAT DO YOU UNDERSTAND THE RELIABILITY OF THE VIZAG STEEL?

A. EXCELLENT ( )B. VERYGOOD ( )C. GOOD ( )D. AVERAGE ( ) E. POOR ( )

17. HOW DOYOU RATEPAYMENT TERMS OFFERD BY VIZAGSTEEL?

A. EXCELLENT ( ) B.VERYGOOD ( )C. GOOD ( ) D.AVERAGE ( )E. POOR ( )

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