Surya_roshni_project.docx

PROJECT REPORT ON

“TO ANALYZE THE BRAND AWARENESS OF THE PRODUCT THROUGH RETAILERS”

Submitted under partial fulfillment of a requirement for the award of the degree

MASTER OF BUSINESS ADMINISTRATION

Submitted To:

Submitted By:

Mr. Prateek Singhal

Mr. Ankit Goel

(GM- Corporate Mktg.)

FMS/MBA/018 2009-11

FACULTY OF MANAGEMENT STUDIES MANAV RACHNA INTERNATIONAL UNIVERSITY FARIDABAD, HARYANA

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ACKNOWLEDGEMENT I am highly indebted to the officials of SURYA ROSHNI LIMITED for allowing me to undertake this Project as a part of my curriculum of Master of Business Administration.

As part of the project, I render my regards to my project guide Mr. Prateek Singhal (GMCorporate Mktg.) for the guidance and direction given by him in the preparation of this project. I would like to record my gratitude to Mr. Mohit Agarwal for consistent support extended by them to me during project study. I am humbly thankful to all the staff of Central Marketing Office for giving me the necessary inputs at various stages of my project. My sincere thanks to my guide Mrs. Indrish Kaur (Faculty), for her invaluable co-operation and suggestions at every stage of this project without whom this would not have been completed.

I would fail my duty if I do not express my feelings towards my father Mr. Naresh Gupta who have been my part & parcel during the whole project & without their blessings, inspiration & good wishes I would have never completed my exhaustive research work.

(ANKIT GOEL)

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DECLARATION I Ankit Goel student of MBA (3rd semester) a student of Manav Rachna International University, Faridabad, Haryana, here by declare that the project entitled “To Analyze the Brand Awareness of the product through Retailers” is result of my own efforts. This field survey project is correct to the best of my knowledge and so far has not been published any else. It is based on original study conducted by me.

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PREFACE Techniques adopted in our classrooms can never progress recently in filling the gap between theory and practical by replace the inevitable need of practical experience. There has been much different programme. Master of business administration, a two year duration course in management, divided into four semester of six month each, is conducive to prepare professional managers to cope with the requirement of Indian society i.e. to achieve optimum utilization of financial resources. This course enables a student to build a foundation of theoretical knowledge in various functional areas of marketing. These theories are formulated on the basis of past practice of different functional activities and research. As per requirement of the course, everybody has to undergo summer training. I have worked on “To Analyze the Brand Awareness of the product through Retailers” as a topic of my project. The report is divided into several pars such company profile, objective, research, findings, analysis & conclusions. Although, I have tried my best in the work, yet I do not have any misconception of its being perfect. Any criticism will make me more proficient in any future work.

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CONTENTS S. NO.

PARTICULARS

PAGE NO.

1.

Acknowledgement

2

2.

Executive Summary

6

3.

Introduction

7

4.

Industry Overview

9

5.

Company Profile

15

6.

Literature Review

51

7.

Objective of the study

56

8.

Research Methodology & Design

60

9.

Data Analysis & Interpretation

63

10.

Major Findings & Suggestions

78 & 79

11.

Conclusion

80

12.

Surya Roshni SWOT Analysis

81

13.

Bibliography

82

14.

Abbreviations Used

83

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EXECUTIVE SUMMARY The new millennium is not just a new beginning; it is a continuation of trends in human behavior that have been following cyclical patterns throughout our country's history. Just because we have entered a new era does not mean we have to start from scratch when it comes to interpreting why certain retailers are loyal to certain brands, and what type of factors influence these kinds of buying behavior. Brand awareness is the retailer’s conscious or unconscious decision, expressed through intention or behavior, to repurchase a brand continually. It occurs because the retailer’s perceives that the brand offers the right product features, image, or level of quality at the right price. Retailer’s behavior is habitual because habits are safe and familiar. In order to create brand loyalty, advertisers must break consumer habits, help them acquire new habits, and reinforce those habits by reminding retailers of the value of their purchase and encourage them to continue purchasing those products in the future. Brand awareness has key role in determining the behavior of a retailers and it has the final decision. Until a retailer has clear cut of view about the product he never dare to purchase, where as awareness about a particular brand make him to take quick decision and go forward.

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INTRODUCTION The new business horizon will be the most challenging era for the most of the companies delivering goods and services to the buyers directly through their network. The increasing competition in the global markets will make the existence of the companies difficult as the buyers enjoy being the kingpins. Marketing is all around us. It is one from or another. It is close to every individual. Moving from the historical perspective, modern marketing has taken on new dimension through various management approaches. Marketing was defined as an exchange mechanism, in its early days and had been conceptualized as a function of selling. The efficacy of marketing was largely related with the personal salesmanship through advertising strategies for the retailer and industrial products. However, with the recognition of the difference between marketing and selling, concepts turned more scientific and analytical. Marketing is now defined as a blend of behavioral and management science powered by creativity, intuition, innovation, and inspiration tops them all. Perhaps the most distinctive skill of professional marketers is their ability to create, maintain, protect, and enhance brands. Branding is the art and cornerstone of marketing. The American Marketing Association defines a brand as: a name, term, sign, symbol, or a design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Thus a brand identifies the seller or maker. “What distinguished a brand from its unbranded commodity counterparts are the retailer perceptions and a feeling about the product’s commodity counterparts is the retailer perceptions and a feeling about the product’s attributed and how they perform. Ultimately, a brand resides in the minds of retailers. A brand can be better positioned by associating its name with desirable benefits. A brand is much more than a name, logo, colors, a tagline, or symbol. These are marketing tools tactics. A brand is essentially a marketer’s promise to deliver a specific set of feature, benefits and services consistently to the buyers. The marketer must establish a mission for the brand and a vision of what the brand must be and do.

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Brand nodding occurs when retailers experience the company as delivering on its benefit promise. The fact is that brands are not built by advertising but by the brand experience. Brands vary in the amount of power and value they have in the marketplace. We define brand equity as the positive differential effect that knowing the brand name has on retailer response to the product or service. Brand equity results in retailers showing a preference for one product over another when they are basically identical. The extent to which retailers are willing to pay more for the particular brand is measure of brand equity. A brand needs to be carefully managed a so that its equity does not depreciate. This requires maintaining or improving brand awareness, perceived quality and functionality, and positive associations. These tasks require continuous R&D investment, skillful advertising, and excellent trade and retailer service.

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INDUSTRY OVERVIEW Global Steel Pipe Industry Pipes and tubes are an important part in our surrounding. Pipe of all types and sizes is critical in building, construction, chemical, energy, and other industrial applications. The pipe and tubes industry is expected to experience considerable change and varying growth rates in these uncertain economic times. The global export market of the steel pipes is stated to be close to $27 billion a year with the US, Western Europe, Australia, and Japan being the biggest importers. India is one of the major exporting nations including Indonesia, Malaysia and Thailand.

Indian pipe Industry-An Overview India has become the global pipe manufacturing hub especially of SAW pipes primarily due to its lower cost, high quality and geographical advantages. Additionally, Indian companies have acquired global accreditations and certifications which make them preferred suppliers to most of the world’s top oil and gas companies in the Middle East, North America and Europe. CARE Research believes that once the global economy returns to sustained growth, the domestic pipe industry is expected to accelerate into high growth trajectory. As per CARE Research, Indian pipe manufacturers will be greatly benefited when Exploration & Production (E&P) projects for oil and gas companies which were previously stalled or revoked because of the global financial crisis recommence their operations. This new spurt in demand will be positive for future growth. CARE Research’s report on ‘Indian Pipe Industry’ gives valuable insight of the industry on global and domestic capacities, demand-supply gap analysis of domestic market, export market for domestic companies, replacement demand, competition and commentary on top industry players. We have reported demand break-up within each segment of steel pipes like SAW, ERW and Seamless pipes. For SAW pipes, our demand forecasting is derived from several upcoming pipeline projects expected in India and globally coupled with the replacement demand. For ERW pipes, which are primarily used for City Gas Distribution network, we have calculated our demand based on several ongoing natural gas pipeline projects in India. For Seamless pipes which are extensively used for E&P projects our demand is based on onshore & offshore mirage drilled. Additionally, we have detailed analysis on PVC and HDPE pipes which have become preferred material in the construction industry & several government projects. The cost analysis & pricing information presented in the report will help the reader identify the critical cost items & their trends. The company overview section in the report provides detailed profiles of the top seven players in the industry including their financial, operational data & product range.

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Steel pipe industry in India consists of firms mainly engaged in manufacturing seamless or welded steel pipes or tubes or ferrous metal pipe or tube fittings. Growing oil and gas demand across the world and the zeal with which oil companies are investing on adding pipeline infrastructure promise higher revenues for Indian steel pipes makers. A huge pent-up demand for pipes has cropped up over the last few months. For the refining industry, pipes are the most economical way to transport oil and gas. Considering the quantum and nature of consumption, the major end-uses of seamless tubes/pipes have broadly been classified under the following heads: Oil and gas exploration, tool jointing material, refinery, anti-friction bearing industry, industrial boilers, anti-friction bearing industry, power boiler industry, automobile, earthmoving machinery, fertilizers, miscellaneous industries etc. The building & construction industries along with the oil & gas sector are the major market places for pipe. With the construction market booming and further development of new markets for steel pipes ranging from commercial framing to water pipes, the future of steel tubing industry certainly looks bright. Significant consolidation and rationalization of excess capacity has occurred in some segments, while cost containment and improved process and quality control measures have led to productivity gains and quality improvements across the entire pipe industry.

The five major steel producers in India include: 1. 2. 3. 4. 5.

Steel Authority of India Ltd. (SAIL) Tata Iron and Steel Jindal Vijaynagar Steel Ltd. (JVSL) Essar Steel Ispat Industries.

Some of the leading companies in Indian pipe industry are as follows: 1. Tata steel pipe. 2. Welspun Gujarat Stahl Rohren Ltd. 3. Man Industries (India) Ltd. 4. Jindal Saw Ltd. 5. Surya Steel Pipe Co. 6. Electrosteel Castings Ltd. 7. Rama steel pipe. 8. The Indian Hume Pipe Co. Ltd. 9. Finolex Industries Ltd. 10. Bhushan Steel Ltd.

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The coming years will see production of more petroleum products and electrical energy are expected to pick up to meet the domestic demand and sustaining future supplies which would require heavy investment in E&P activities and power projects which would drive the demand for seamless pipes and tubes. In order to exploit the full potential of the domestic as well as overseas markets, the Indian pipe manufacturers should focus on continuous quality. Apart from that the feasibility of infrastructure projects in ports, roads, airports and railways with privatesector majority ownership is already in the pipeline.

INDUSTRY CHARACTERISTICS 1. 2. 3. 4. 5. 6. 7. 8.

Capital Intensiveness and Fragmentation Lower Transportation Losses and Durability Cheap Mode of Transport Reputation and Accreditations Working Capital Intensive Duty Structure Quality Raw Material Availability Range of Products

Steel Pipes by Types

Steel Pipes by Shapes

Steel Pipes by Technology

Line Steel Pipes

Round Steel Pipes

Galvanized Steel Pipes

Standard Steel Pipes

Square Steel Pipes

Corrugated Steel Pipes

Structural Steel Pipes

Hollow Steel Pipes

Seamless Steel Pipes

Plumbing Tubes

Rectangular Steel Pipes

ERW Steel Pipes

Steel Pipes by Material

Steel Pipes by Application

Steel Allied Products

Stainless Steel Pipes

Industrial Pipes

Steel Sheets

Alloy Steel Pipes

Water Pipes & Sewage Pipes

Structural Steel

Carbon Steel Pipes

Tubes for Furniture & Automobile

Steel Bars & Wires

Mild Steel Pipes

Scaffolding

Iron Steel Pipes

Oil & Gas Pipes

Black Steel Pipes

Steel Casing Pipes

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PRESENT SCENARIO OF THE INDUSTRY The 2008-09 financial crisis had a limited impact on the Indian pipe industry affecting new oil and gas exploration and production (E&P) projects worldwide due to fall in global commodity prices including crude oil resulting into reduced orders. With the worst of the financial crisis behind us, we remain optimistic regarding the potential demand for the pipe sector. The E&P projects which were earlier stalled or revoked are being given a new lease of life based on the inevitable rise in crude oil prices. Replacement demand from developed nations remains ever so strong while domestic demand from the oil and gas sector is robust. Also, with the pipeline network of India for oil & gas transport being lower at 17,576 kms as on April 2009, (32% penetration level) it represents a huge scope for growth for the pipe industry. As most of the Indian pipe manufacturers are converters, the industry is highly Raw Material (RM) intensive with the RM cost accounting for more than 70-80% of the total cost for steel companies. These companies rely heavily on imports and hence many steel pipe companies have backward integration facilities to reduce dependency on imports and price volatility. Freight cost is another key cost component due to higher imports and exports. With the expected short-term increase in commodity prices and range-bound Baltic Dry Index (a barometer for shipping freight rates), pipe companies will be benefited in the coming quarters as customers will try to place advance orders at attractive rates. Indian companies produce a wide range of steel, cement and plastic pipes which are used in various critical and non-critical applications. Indian steel pipe manufacturing companies have won several certifications and accreditations from major oil & gas companies across the globe in the recent past. With the low-cost and high-quality products supplemented by various international certifications, Indian companies have augmented their export sales over the last three to four years.

PROSPECTIVE SCENARIO OF THE INDUSTRY CARE Research expects the positive trend in the Indian pipe industry to continue for the next 3-5 years on the back of higher E&P activities due to resurgence in crude oil price, increased efforts by the Government of India (GOI) on infrastructure development for laying pipelines for oil & natural gas transport (e.g. the National Gas Grid project), replacement demand from North America and European countries, water & sewage transport and irrigation facilities. The growth will mainly be driven by steel pipes especially SAW pipes. The order-book position (currently equivalent to total of FY09 sales) of many steel pipe companies is sufficient for the next 9-12 months.

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Demand triggers for the growth are: 

  

  

Private players like Reliance Industries Limited (RIL), Cairn India etc have shown interest in setting up pipe infrastructure for oil & gas distribution. National gas grid will also be set up requiring an investment of Rs.210 bn. City gas pipe is currently available in 10 cities and the coverage is expected to grow to 40 cities in the next five years, entailing an investment of Rs. 250-300 bn. In addition to the above, the replacement demand from the US and European countries, having a vast pipeline infrastructure, will be huge. The GOI in its efforts to reduce crude imports has formulated the New Exploration Licensing Policy (NELP) for exploration and production of oil & gas. The GOI has awarded 256 blocks till date and the number is set to increase to 330 by 2010. For the Eleventh Five Year Plan, the GOI is aiming to add 11 mn hectares of irrigational facilities, entailing an investment of Rs.1580 bn. Growth in the real estate sector due to growing population and affluence will require investments in water, drainage and sewage systems. City gas pipe is currently available in 10 cities and the coverage is expected to grow to 40 cities in next 5-7 years.

The GOI increased the annual budget allocation under the Rajiv Gandhi Drinking Water Mission from Rs.65 bn to Rs.74 bn in the previous Union Budget 2009-10. The report elucidates the facts on the Indian pipe industry, backed by the latest available industry data. Emphasis is laid on the following topics to accomplish the report:  

 

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Industry features elaborated with respect to fragmentation, durability, capital intensiveness, accreditations and duty structure. Statistical information on all types of pipes – current installed capacities, planned capacities, demand projections from oil & gas segment, city gas pipe projects, replacement market, water & sewage, irrigation and replacement demand. Global information on capacities – existing & planned and global demand projection for pipes from oil & gas segment. Cost and pricing analysis with emphasis on Raw Material (RM) cost, Freight cost and Power & Fuel cost and comments on the industry margins and the average realizations of key players. A brief overview of seven key pipe companies with their latest three years data on financial and operational parameters, their strengths and weaknesses and corporate actions of these companies. Sales for leading players in Steel, Plastic and Cement Pipes for the period FY2004-05 to FY2008-09 along with the exports data of the industry.

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MARKETING STRATEGY Marketing strategy is the specifically designed game plan for achieving the marketing objectives of the firm. It is the marketing strategy that decides the success of the business unit, which in turn decides the total corporate success. Marketing strategy is a broad concept of how resources are to be developed to achieve market success. Because there is no one strategy that is optimal for all company, so each company must determine what makes the most sense in the light of its industry position and its objectives, opportunities, skills and resources. To transform marketing strategy into marketing programs, marketing managers must make basic decisions on marketing mix. The marketing strategy consist a proper marketing mix towards a target group of customers or market segment. Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objective in the target market. These marketing mix tools are Product, Price, Promotion and Place. Steel Pipes is an essential commodity and there is no alternative product of Steel Pipes but since there is over supply in the market hence there is a tough competition.

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COMPANY PROFILE - SURYA ROSHNI Chairman and Managing director

Shri. Jai Prakash Agarwal

Establishment

In 1973 37 Years of Experience in Steel pipe Business Bahadurgarh (Haryana)

Manufacturing Plant Group Unit

2 Steel Unit & 2 Lighting Unit 1 unit in Bahadurgarh (ERW Pipe – 1973) 2nd Unit In Bhuj, Gujarat (Spiral Pipe – 2009)

Turnover (Strength)

2000 Crore (US $ 450 Millions)

Product Product Range Thickness BIS License International Standard

ERW/Spiral Pipes (Mild Steel and Galvanized) 15mm to 2540 mm ( ½” to 100”) 2 mm to 25 mm Having 8 BIS License British (BS), American , ASTM (A-53, API5L), GERMAN (DIN, DIN EN) ISO 9001-2008

ISO Certification International Certification

API-5L (American Petroleum Institute) License, Export Certificate, UL, Certification Srilankan Standard, German Standard, Japanese Standard.

Production Capacity

7,00,000 Metric Ton Per Annum ERW - 5,00,000 MT P.A Spiral – 2,00,000 MT P.A From Kashmir to Kanyakumari, 150 Dealers & Distributors network across the country, 14 Steel Branches in different States, We are doing Export to more than 42 Countries.

Distribution Network

Surya Roshni limited has emerged today as a vast conglomerate with the largest ERW pipe manufacturing plant with installed capacity of 0.7 million ton per annum. Surya Group has announced the launch of its Programme to educate millions of consumers across 250 cities in India on the hazards of using spurious pipes. The programme aims to educate dealers on the ill effects and hazards of using spurious steel pipes. The programme also covers highlighting benefits of using good quality GI and ERW pipes.

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Surya Roshni Limited (Surya) is a lighting and steel pipes manufacturing company. The lighting products of the company include fluorescent tube lights, Compact Fluorescent Lamps (CFL), General Lighting Service (GLS) lamps, High Pressure Mercury Vapor (HPMV) Lamps, High Pressure Sodium Vapor (HPSV) Lamps and Metal Halide Lamps. It also produces accessories, high mast lighting systems and lighting poles. The company also produces pipes, tubes, steel strips and coils under its steel operations. It owns and operates two lighting plants one pipe manufacturing plant and one cold rolling strip mill in India. The company operates principally in India and exports its products to over 48 countries and it also operates in vital sectors of the economy ranging from Herbal Medicine, Software, etc. Herbal unit is catering to the various segments of the pharmaceuticals industry. Surya softest unit is also growing rapidly backed by international support. With emphasis on total customer satisfaction and long-term relationship, the company has earned good name and brand equity in the market. About 20% of production is exported.

Steel Division 3% 3% 18% Pipes/Tubes CR Steel Strips HR/CR Coils Others 76%

Lighting Division 16%

22% GLS Lamps FT Lamps

Glass Shells CFL 19% 36% 7%

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Others

Surya Roshni Limited Key Recent Developments Mar 11, 2010: Feb 10, 2010: Feb 10, 2010: Jan 09, 2010: May 21, 2009:

Surya Roshni to set up steel plant in Karnataka, India Surya Roshni to build steel and power plants in India Surya Roshni To Spend INR200 Billion On Power And Steel Plants Surya Roshini plans to set up steel plant Surya Roshni plans to set up pipes factory in India

Recently Surya Group has undertaken an expansion of 550 crores mainly in Steel Pipes for water, oil and gas and also for lighting which is expected to generate employment for 6000 more people and new jobs. Surya Steel Pipes Division has also expanded into manufacture of Structural Hollow Section (pipes) for use in a wide range of applications. These Square and Rectangular Hollow steel sections, manufactured under state of the art Japanese technology are used in many major application areas by a large number of customers, such as industries, shopping and commercial malls, furniture manufacture, Airport Authority, Railways, Metro Services, Auto industry, Bus Stands, Industrial Sheds, Towers, Buildings and the National Highway Development Infrastructure Program etc. We are exporting our steel pipes and products to 40 countries including Germany, Canada, Russia, London, China, Nepal, Sri Lanka & others. Today sale of spurious pipes comprises over 30% of the total steel pipe market sales. These are manufactured by using half the quantity of spurious 'Goomati Zinc' coating, which reduces the life of the product. These poor quality pipes are produced using under gauge patra coils from patra sub standard steel, instead of tested H.R. coils manufactured by SAIL, etc.

SURYA ROSHNI VISION AND MISSION STATEMENT VISION “We aspire to be the global steel pipe industry benchmark for Value Creation and Corporate Citizenship” We make the difference through:  Our people by fostering team work, nurturing talent, enhancing leadership capability and acting with pace, pride and passion.  Our offer, by becoming the supplier of choice, delivering premium products and services and creating value with our customers.  Our innovative approach by developing leading edge solutions in technology, processes and products.

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 Our conduct, by providing a safe working place, respecting the environment, caring for our communities and demonstrating high ethical standards.  We believe in Growth through Expansion & Diversification.  Growth creates aspirations.  Growth gives hope & happiness. After all, Growth is life.  Growth that is transformational, leads to the evolution of civilizations.

MISSION STATEMENT  Achieve sustainable, profitable growth in steel and related businesses.  Create differential value for our customers through innovative offerings.  Continuous improvement of business processes and technologies.  Foster partnership with key stake holders.  Enhance employees' competencies to create a high performing and innovative organization. Be a responsible corporate citizen and enhance the quality of life of employees and key community

QUALITY POLICY To achieve market leadership by fulfilling customer expectations through understanding of customer requirements and continual improvements in quality, cost and delivery of products and services. - Jai Prakash Agarwal

(Chairman and Managing Director)

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OBJECTIVE  Customer delight. Customer is foremost.  Enhance quality of all our activities through systematic working. Quality includes productivity & cost effectiveness.  Training & Development of all our employees.  Ensure health & safety of our people.  Fulfilling its responsibilities as a good corporate citizen in every nation that we serve.  Increasing profitability to facilitate dynamic growth internally and to contribute to society at large.  In making this commitment, the company reaffirms its belief that by doing its job well and serving the needs of customers properly, it can help to promote economic development and human progress.

THE CORE VALUES…………WE NURTURE  We aim to become a leader in the country in the areas of our business operations by providing world class products with latest technology that will help us compete in national and global markets.  We endeavor to obtain total customer satisfaction in our products and services thereby ensuring a long standing relationship with our customers.  We stand committed in partnering with our suppliers for a mutually rewarding association.  We invest in enhancing the skills and knowledge levels and standard of living of our employees by helping them to grow and derive job satisfaction in a free and fair manner.  We strive to protect the interests of our shareholders by constantly expanding the frontiers of our business and increasing the return on investment.  We work towards achieving excellence in all that we do by eschewing the barriers that stand in their way.  We constantly engage ourselves in achieving energy conservation, control on environment pollution thereby helping our neighbourhood and society at large.

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SPECIFICATIONS Surya has a wide range of pipes conforming to the following national and international specifications that incorporate latest amendments. National Standards are:  IS 1239 (Part - I) - For ordinary use in water, gas & air  IS 1978 - Use in oil & natural gas industries & fire fighting  IS 3589 - For water & sewage purpose  IS 4270 - Steel tubes for water wells  IS 1161 - Steel tubes for structural purpose  IS 4923 - Hollow steel sections for structural purpose  IS 3601 - Steel tubes for mechanical & general engineering purposes  IS 9295 - Tubes for idlers for belt conveyors International Standards are:  British 1. BS: 1387/EN10255 - For ordinary use in water, gas lines  American 1. ASTM(A53) - For ordinary use in water, gas, airlines & firefighting 2. API(5L) - For oil & natural gas industry  German 1. DIN 2439,2440,2441 - For use in water, gas, airlines 2. DIN EN 10255 - For ordinary use in water & gas lines

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Diameter

15mm NB to 400mm NB

Length

Single random length- 4-7 mtrs Double random length-10-13 mtrs. Minimum – 3 mtrs. Maximum – 13 mtrs. Specific length as per order Close tolerance on length supplied Beveled End Plain End Screwed and socketed Screwed without socket

Ends

Surface Finishing

Galvanized Bare pipe Black surface paint

Testing

Online Eddy Current Testing Hydro Testing Ultrasonic Testing Physical & Chemical Testing

STEEL PIPE PLANT ERW pipes are extensively used in agriculture, industry, and construction activities like scaffolding and casing in bore wells. They are used for conveying water, gas, crude oil and chemicals at various pressures and densities over long distances. Considering the challenging and varied applications, the pipes are produced to meet very high standards of specifications, both national and international, including that of API (American Petroleum Institute). Three decades ago, the steel pipe division of Surya Roshni has grown in size and range to become a very large ERW pipe producer in the country producing about 5 lacs MT per annum, with sizes ranging from 15 mm NB to 400 mm NB, available both in galvanized and black condition. The pipe plant situated at Bahadurgarh (Haryana) is equipped with state-of-the-art machinesslitting lines, pipe mills, galvanizing units, threading machines, finishing and foolproof high pressure hydro testing machines. The plant also has sufficient handling facilities, both EOT and mobile cranes supported by pipe conveyer systems. The factory has a 100% power generation facility to guard against production loss in the event of power failure from State Electricity Board.

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MANUFACTURING PROCESS The Process utilizes the latest technology and modern equipments for producing high quality ERW pipes. The raw material comes from SAIL, ESSAR, ISPAT, JSW, etc.

1. Slitting HR Coils are slitted to predetermined widths for each size of pipe and thickness. 2. Uncoiling, End Shearing and Welding Slitted coil is uncoiled at the entry of ERW mill and the ends are sheared and welded one after another to make it a single endless strip. 3. Forming Slitted coils are initially formed into U shape and then into a cylindrical shape with open edges using a series of forming rolls. 4. Welding The open edges are heated to the forging temperature through high frequency low voltage high current and press welded by forge rolls making perfect and strong butt weld without filler materials. 5. Debeading Weld flash on top and inside (if needed) is trimmed out through carbide tools.

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6. Seam Annealing Whenever required, welding portion and heat affected zone is put to normalizing with medium frequency normalize and then cooled down in air cooling bed. 7. Sizing After water quenching, slight reduction is applied to pipes with sizing rolls to give them desired accurate outside diameter. 8. Cutting Pipes are cut to required lengths by flying cut off disc/saw cutter. 9. End Facing, Threading and Marking The pipe ends are faced and beveled by the end facer. All the processes are continuous with auto arrangements. These plain ended tubes go for further processing as per the customer need like galvanizing, threading, black varnishing etc. Coil Length = 126.4 X Coil Weight X 1000 Width X Thickness

GALVANIZED STEEL PIPES & TUBING Galvanized Steel are those steel that has been covered with a layer of zinc metal. During galvanizing, steel is immersed in a molten zinc bath, ensuring a tough, uniform barrier coating. Zinc's natural corrosion resistance provides long-term protection, even in outdoor environments. Apart from preventing water corrosion, it is equally effective in dry, indoor environments & free from rust. Pipes and tubing made of galvanized steel has long been one of the most used building materials in the world. For decades, designers, builders and consumers seeking long-term structural performance in the harshest of outdoor applications have turned to zinc-coated steel pipes. Zinc-coated galvanized steel pipes and tube resists the attack of wind, water and road salts.

Galvanizing Process Step 1: Watering Step 2: Pickling (For removing the rust with acids) Step 3: Watering

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Step 4: Fluxing (Water flux by that gravity increases) Step 5: Drying (For drying the pipe) Step 6: Coating (Comes from Hindustan Zinc) Step 7: Wipening (For removing over coating of zinc) Step 8: Blowing (For removing over coating of zinc from inner circle of pipe) Step 9: Quenching (For Cooling the pipe) Step 10: Finish (Process end)

ERW STEEL PIPES AND TUBES Based on the end user customer's requirement, ERW (Electric Resistance Welded) steel pipes and tube are available in various qualities, wall thicknesses, and diameters of the finished pipes. While manufacturing ERW steel pipes, only high-quality, continuous-cast, fully killed, control-rolled, fine-grain, low-carbon steel is used. High performance ERW steel pipes and tubes possess high strength corrosion resistance, high deformability, high strength and high toughness. Before reaching the market place, ERW steel tubes and pipes are routed through numerous tests including a hydro-test, an ultrasonic weld inspection, bevel check, micrometer check, straightness evaluation, and ring gouge to ensure its quality. These pipes are used in fencing, line pipes, oil country tubular, and scaffolding, water and gas conveyance, structural, engineering purpose. There has been a tremendous increase in the production of ERW steel tubes due to growing demand in oil & gas industry, infrastructure and automobile usages. ERW Pipes are extensively used in agriculture, industry and construction activities like scaffolding and casing in bore wells. They are used for conveying water, gas, crude oil and chemicals at various pressures and densities over long distances. Considering the challenging and varied applications, the pipes are produced to meet very high standards of specifications. In the three decades since it was set up, the steel pipe division of Surya Roshni has grown in size and range to become the largest ERW Pipe producer in the country producing about 5 lacs MT per annum with sizes ranging from 15 mm NB to 400 mm NB available both in Galvanized & MS.

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The pipe plant situated at Bahadurgarh (Haryana) is equipped with state of the art machines slitting lines, pipe mills, galvanizing units, threading machines, finishing machines and fool proof high pressure hydro testing machines. The factory has its 100% power generation. The specialty in Surya Roshni lies in its Large Diameter pipes with diameter ranging from 200 mm to 400 mm. It has achieved remarkable success in producing various special grades including API 5L grade B as well as 5L X 42, X 46, X 52, X 56, X 65 and X 70.

Applications  Water pipe lines  Agriculture & Irrigation  Gas pipe lines  Oil pipe lines  Construction industries  Chemicals industries  Plumbing  Fire fighting system  Heating Ventilation Air Condition (HVAC)  Power projects  Automobile industries  Other purposes

PLUMBING TUBES Plumbing is referred to as a system of pipes and fixtures installed in a building for the supply & distribution of potable water and for the removal of waterborne wastes. Plumbing is generally differentiated from water and sewage systems, in a way that, a plumbing system serves to a single building, while water and sewage systems serve a group of buildings or a city. Plumbing industry forms a basic and an important part of every developed economy due to the requirement for clean & pure water, and proper collection and transport of wastes.

26

Plumbing tubes are specially designed tubes for uses in plumbing systems and applications. These tubes are used for a variety of purposes, such as       

Underground water service Potable water distribution Drainage and vent systems Radiant heating Fire sprinkler installations Medical gas service Fuel, oil and gas distribution systems

The tubes for plumbing applications are generally made through extrusion process. The plumbing tubes are designed with a thinner walled structure and require special joining techniques, like - 'soldering', 'crimping', 'compression fitting', or for plastics.

Types of Plumbing Tube Depending on the metal of construction, plumbing pipes can be categorized in following types:1. Galvanized Steel: Galvanized steel tubes were in use until the early 60's. The interior surface of this type of pipes corrodes over time and the flake builds up that reduces the flow of water. Sometimes the pipe will simply rust through and leak. The typical service life of galvanized steel tubes is 40 years. 2. Copper: Used from the early 60's and on, copper tubes are more reliable (and more expensive) materials for plumbing applications. Its one drawback is that it will split when frozen. The material is still widely used today, however most homes are plumbed with newer (and economical) types of plastic pipes. 3. Copper Tubes: Copper is one of the most widely used materials in making tubes for plumbing applications. It has been proven that, no material is superior to copper for conveying water. Copper tubes deliver superior performance, trouble free operational life and durability.

QUALITY POLICY Achieve market leadership by fulfilling customer expectations through understanding customer requirements and continued improvement in quality, cost and delivery of products and services. Unmatched quality Surya Roshni prides itself on its uncompromising quality standards that few other manufacturers can match. It is a process that begins as early as the raw material stage. Steel strips are assessed

27

for its mechanical strength and consistency. At every subsequent station along the manufacturing line, our engineers employ sophisticated equipments and techniques to ensure not only the defect free quality of pipes but also their optimal performance under the most adverse conditions. The inspection procedures evaluate each pipe for surface finish, perfection of weld, correct diameter, wall thickness, length and weight.

Modern Laboratory A fully equipped metallurgical laboratory tests materials for their ability to withstand reactive processes. Hydro testing of pipes is undertaken to detect leaks and fissures prior to galvanizing and threading. Destructive testing of pipes entails performance examination of the weld as well as their tensile and compressive strength. The constant emphasis on high quality guarantees a long trouble-free service life to the pipes-without breakdown and without corrosion.

Testing & Quality Control Facilities Besides the numerous quality assurance measures during the manufacturing process and various inspection points, the following facilities are available for ensuring stringent quality standards. 1. Universal Testing Machines

For material testing (mechanical properties).

2. Eddy Current Testing Machine

For on line flaw detection on welds.

3. Ultrasonic Testing Machine

For checking strip laminations and flaw detection on welds on pipes in auto mode. For checking and evaluating the grain structure of material, heats affected and weld zones. For checking micro hardness on weld heat affected zone and material

4. Metallurgical Microscope 5. Vickers Micro Hardness Tester 6. Digital Ultrasonic Thickness Gauge 7. Mandrills and Fixtures

For checking thickness & pipes.

8. Impact Testing Machine 9. Hydraulic Press

For checking energy absorption test on materials. For flattening and weld ductility test.

10. Bending Machine

For pipe bend test.

For welding root bent test.

Apart from the above important testing machines, we have temperature recorders for seam normalizing auto pressure recording for hydraulic test pressure and many other sophisticated measuring instruments.

28

Dedication of trained and committed work force ensures high quality of pipes made to various national and international standards including the demanding API specifications. The quality control system which is audited from time to time and has been approved by API Surveyors.

Confirmation Quality Competence The Steel division of Surya Roshni Limited has been awarded the prestigious ISO 9001-2008 Certificate by DET NORSKE VERITAS (DNV) certifying that the quality system of the company at Bahadurgarh has been found to conform to the quality standards ISO 9001-2008. This Certificate is valid for manufacture and supply of ERW steel tubes (Black & Galvanized) and CR Strips. This accreditation by the International Agency is added confirmation to the competence of the company to deliver quality products.

Third Party Inspection Agencies Third party inspection agencies who Inspect/ Assess our Products/ work on behalf of our Clients like Indian Oil Corporation Ltd. (IOCL), Gas Authority of India Ltd. (GAIL), Oil& Natural Gas Commission (ONGC) Oil India, Hindustan Petroleum Corporation Ltd.(HPCL), Bharat Petroleum Corporation Ltd.(BPCL),National Thermal Power Corporation(NTPC) and Reliance.

Lloyd's Register of Industrial Services 1. 2. 3. 4. 5.

Engineers India limited Bureau Veritas Projects & Development India Limited (PDIL). SGS India Limited Mecon Director General of supplies and disposals and many other reputed national and international agencies.

29

Our Valued Customers In Oil and Gas Sector include IOCL, HPCL, BPCL, OIL, GAIL, CRL, MRPL, CPCL, BRPL, NRL, all Refineries in India, IBP, Bharat Shell, Gujarat Gas Co., Haldia Petrochemicals, IPCL, Reliance Petroleum, Essar, etc. Apart from Oil and Gas Sector. Our valued customers in Govt. Sector are PHED’s, Railways, State Irrigation Departments, BSNL, SAIL, State Electricity Boards, Defence, CGWB, GWSSB, PH & Shimla etc. We are enlisted with various premier Organizations as approved Vendor for supplying CS/MS ERW Pipes conforming to various BIS and API-5L specifications. We are also registered with DGS&D Rate Contracts for Black pipes as per IS: 4270 & Rate Contract for GI Pipes.

Exports of steel pipes & Tubes Surya Roshni with its wide range of pipes for different applications has steadily built a place for itself in the international market. It is presently exporting pipes to various countries like Bangladesh, Belgium, Ethiopia, Germany, Ghana, Italy, Kuwait, Malta, Mozambique, Myanmar, Nepal, Oman, Qatar, Srilanka, UAE, UK, USA and a few others.. Efforts on to make a foray in countries like Australia, Canada, Eritrea, Kenya, Malaysia, Nigeria, Singapore, Tanzania, Uganda and Yemen. Thanks to ISO 9001-2008 accreditation and the license from American Petroleum Institute for using API monogram, our products find ready acceptance for its quality.

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COLD ROLLED STEEL STRIPS It serve as a critical input for a range of applications in a wide spectrum of industries considering the sophisticated application, the CR steel strips are required to meet high standards of inherent quality, surface finish, heat treatment and close tolerance on dimensions. A CR strips division at Bahadurgarh is meeting these stringent requirements for sophisticated application with a production capacity of about 75000 MT per annum. Surya Roshni has made its presence felt in the market serving important customers particularly in the northern and western regions. Each supply is customized to specific customer requirements in terms of quality, delivery, technical delivery conditions, etc. The company believes in developing long term relationship based on trust and transparency. With its stress on quality, timely supplies and responsive customer service, it has built enduring relationship with its clients. It is now fully geared to meet the demanding needs of high value-added segments of Cold Rolled Steel market throughout the country

Applications       

Domestic Appliances Oil barrels & containers Washing Machines & geyser Electronics & Electrical components Bicycles Automobiles Refrigerators

The company has also developed many customers who are in the business of Laminations/ Stamping whose quality requirement is very stringent due to ‘‘Auto stack’’. They stipulate a very close thickness tolerance.

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PVC PLUMBING PIPES & FITTINGS SECTION  UPVC (Unplasticised Poly Vinyl Chloride)  CPVC (Chlorinated Poly Vinyl Chloride)

Properties of U-PVC & CPVC          

Density Mechanical Strength Electrical Resistance Low Thermal Conductivity Hygienic Chemical Resistance Flexibility Galvanic & Electrolytic immunity Hydraulic Resistance & Flow Characteristics Fire Resistance

Applications  UPVC pipes for cold water plumbing applications in buildings & CPVC for hot & cold water plumbing applications.  Industrial process lines.  Swimming pools.  Salt water lines.  Aggressive/corrosive fluid transportation.  Dye plants, chrome, zinc plating, tanning industry & textile process houses.  Sugar, paper & distillery industries.  Coal washing & ash handling.

SURYA GLOBAL STEEL TUBES LIMITED  Spiral Welded Steel Pipe Plant at Anjar, Bhuj (Gujarat)  Surya Roshni Limited has made foray in the helical (spiral) Saw pipes. Which is located at Anjar near Port Mundra in the state of Gujarat, India  This plant is equipped with latest technology supplied by European Vendors.  The Spirally Submerged arc welded (SSAW) pipe  Manufacturing by H.R. coils.

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Applications Spiral Welded Steel Pipes are widely used in oil, Natural Gas, Water & Other flammable and non- flammable liquid conveyance and distribution pipe lines, steel structures for construction and other general purposes by means of their wide size range

Special Uses  Pipelines for gas transport and distribution.  Above ground pipelines (aerial sections and bridge pipelines).  Pipes for methane connections (vertical gas pipes).

ORGANIZATIONS WITH WHOM WE ARE REGISTERED S. No.

Organization With Address

Reg. No. / Ref. No. /Vendor Code/ P.O. No. DMRC/CORP/20/Design/368/2007-08

1

DMRC

2

CPWD (Central Public Works Department) - J&K , Punjab, Himachal And Haryana

3

Delhi International Airport Pvt. Ltd.

4

Director General Of Supplies & Disposals (Dgs & d)

Reg. / DEL/L- 0064/04/00278

5

Military Engineer Service (Mes) Delhi Cantt-10

40203/334/Ea

6

Director General Of Married Accommodation Projects (Dgmap)

21316/Pipes/P&S/174/MAP

7

Government Of Rajasthan Public Works Department, Jaipur (Rajasthan)

PWD Electrical Division-iii

8

GAIL(INDIA)LIMITED 16, Bhikaji Kama Place, R. K. Puram, New Delhi - 110066

101002193

9

MECON LIMITED RANCHI - 834002, Jharkhand

11.51.9181.Cvdc.39/S-2173/ V-2173

10

National Thermal Power Corporation Ltd., Singrauli

Rhstpf/C&m/Pur/ 8/10

33

No. 22/14/97-m/3879

11

Project & Development India Ltd

Pnmm/Regn/Po776

12

Engineers India Ltd.

4994/Pdd/I/Re/S281

13

Oil And Natural Gas Corporation Limited (ONGC)

4010031765

14

Uttar Pradesh Jal Nigam

221/U.P. Jal Nigam/ Spl/ G-5/ 1991

15

Damodar Valley Corporation

Mm/Enlistment/2001-02/600

16

Jammu Development Authority(jda)

Ca No Cejz/Jpr-17 Of 2006-2007

17

GOVERNMENT OF MAHARASTRA Reforms Support & Project Management Unit, Water Supply And Sanitation

No.Jsp/0707/Tb/Cr-37b/Ws-11

18

Govt. Of Jammu And Kashmir Kashmir Irrigation And Flood Control Department, Srinagar

No.Ps/4618-23/2007

19

Maharastra Industrial Development Corporation

No. Ee (Qe)/864/2008

20

Tamilnadu Sugar Corporation Ltd

No.2959/04/Engg

21

City And Industrial Development Corp. Of Maharashtra Ltd.

No.Cidco/Cbd/Ee(nm)/2008/72

22

Nashik Muincipal Corporation Nashikmaharashtra

23

PUNE MUNICIPAL CORPORATION, MAHARASHTRA (Water Supply Division) Punjab Water Supply And Sewerage Board

24

25

Punjab Urban Development Authority, Punjab

Rn. No. - 058 / 049

Rn. No. - 10590 / 2008

34

26

Uttar Pradesh Rajkiye Nirman Nigam Ltd., Lucknow

27

Karnataka State Police Housing Corporation Rn. No. - 555 / 2008 Ltd. , Bangalore

28

Rajasthan Rajya Vidyut Prasarn Nigam Limited, Jaipur

29

Pune Housing And Area Development Board

30

GUJARAT STATE PETRONET LTD GSPC Bhavan ,5th Floor ,Sec-11 Gandhinagar - 382011

Ref-gspl/TC/VEM-01/2006/9695

31

M.P. Housing Board, Bhopal

Rn. No. - Endt No. 426 Mphb / 08-09

32

Reliance Industries Ltd.

P.O : Xb2/7145968

33

Power Grid Corporation Of India Ltd.

P.O : Tfc/Srl/10183

34

Mseb ( Maharashtra State Electricity Board), Bombay

35

ZILHA PARISAD - Pune, Ahmednagar And Aurangabad

Kfwl.08/92/Pune/11

36

BHEL Bangalore

Is-4av-624-100-m005

37

BHEL New Delhi

Is-4av-624-100-m005

38

Vodafone Essar Space jet Limited

39

PUNE MUNICIPAL CORPORATION, MAHARASHTRA (Fire Brigade)- Division

W.No. : Fb / 205

40

MTNL , CBD Belapur, Navi Mumbai , Maharashtra

Ref. No. : E.E. (E)/East/07-08/265

35

Rn. No. - 25/Camp Unit - 10/ R.N.N./ 07

41

Northern Railway Baroda House, New Delhi-110001

No. 104-s/10136/Pgr/D-1

42

Bharat Petroleum Corporation Ltd. (Bpcl)

Mats.M.700

43

M.P Madhya Ksetra Vidyut Vitran Co. Ltd Gwalior, M.P

Ce/Gr/Reg/11-b/09-10/

44

Tractebel Engineering And Constructors Pvt. Ltd. New Delhi – 110015

Tecpl/2009/Vr/0134

MAJOR ORDERS EXECUTED (API 5L) S. No

Firm Name

Size & Thickness

Qty Mtrs

Grade

1

Green Gas Ltd., Lucknow

8” x 7.0 mm

16000

API 5L Gr B (PSL 2)

2

Maharashtra Natural Gas Ltd., Pune

12” x 9.50 mm

4500

API 5L Gr B (PSL 2)

12” x 6.40 mm

14500

10” x 6.40 mm

14000

6” x 6.40 mm

16000

4” x 6.40 mm

8000

3

Siti Energy Limited. New Delhi

4” x 6.00 mm

13000

API 5L Gr X-42 (PSL 2)

4

GAIL (India) Ltd.

6” x 6.4 mm &

22000

8” x 6.4 mm

12000

API 5L Gr X-52 & API 5L Gr X-60 (PSL 2)

12” x 6.4 mm

10000

12” x 8.7 mm

2000

36

Central UP Gas Ltd., Lucknow

8” x 6.4 mm

5000

6” x 6.4 mm

20000

6

Great Eastern Energy Corpn. Ltd.

4” x 4.80 mm

10000

API 5L Gr X-42 (PSL 2)

7

Indian Oil Corporation Ltd., Noida

8” x 8.18 mm

1000

API 5L Gr B (PSL 2)

8” x 5.56 mm

21710

8” x 9.52 mm

2225

14” x 6.35 mm

5578

6” x 7.11 mm

5014

4” x 6.02 mm

5625

12” x 6.35 mm

13640

12” x 5.56 mm

87890

API 5L Gr X-60 (PSL 2)

12” x 9.52 mm

2696

Gr B (PSL 1)

12” x 11.13 mm

5400

18” x 7.13 mm

850

12” x 7.1 mm 12” x 8.7 mm

5860

10”x5.56 mm 10”x6.35 mm

103990 2250 6660

API 5L Gr X-46 (PSL 2)

900

API 5L Gr B PSL1

235

API 5L Gr B PSL1

330

API 5L Gr X-46

5

8

9

10

Bharat Petroleum Corpn., Ltd., Mumbai

Indian Oil Corporation Ltd., Noida

M/s Jaihind Projects Ltd.

API 5L Gr X-42 (PSL 2)

API 5L Gr B (PSL 1) & IS:3589 Gr 410

API 5L Gr X-65 (PSL 2)

60

Projects of M/s GSPL 11

Indian Oil Corporation Ltd., Noida

10”x9.27mm 12”x9.52mm 12”x9.52 mm

37

API 5L Gr B PSL1

16”x6.35 mm

175

16”x9.52mm

7500

14”x7.13 mm

1920

PSL 2

14”x11.13 mm

REPUTED ARCHITECTS/CONSULTANTS RECOMMENDING OUR PRODUCTS DLF PROJECTS LTD UNITECH LIMITED GYAN P MATHUR & ASSOCIATES CONSULTING ENGG. SERVICES I PVT. LTD. TECHO ENGG. CONSULTANT NIRMAN CONSULTANT ENERSAVE CONSULTANT SPC ENGINEERING P LTD S K CONSULTANTS P.N GHOSH & ASSOCIATES PVT. LTD HOSPITAL SERVICES CONSULTANT CORP. LTD DEOLALIKER CONSULTANT

38

DALAL CONSULTANT SANELEC CONSULTANTS M.K.G CONSULTANT C.P.KUKREJA& ASSOCIATES P.K KALRA & ASSOCIATES V.S KUKREJA & ASSOCIATES FIREPROTEK- CONSULTANT JACOBS H&G PVT LTD TECH CONSULTANT SMPS CONSULTANTS P LTD AQUA DESIGNS DHARKAR ASSOCIATES KONCEPT ARCHITECTS SEMAC PVT. LTD. GHERZI EASTERN LTD. ABL HOSPITECH INDIA PVT LTD. SPECTRAL SERVICES INDIA PVT LTD

39

BUILDERS/DEVELOPERS WHO ARE PATRONIZING OUR PRODUCTS DLF UNIVERSAL LTD UNITECH LTD PARSVNATH DEVELOPERS LTD BESTECH INDIA LTD OMAXE CONSTRUCTION LTD UNITECH MACHINE LTD VIPUL LIMITED VIKAS SURYA GROUP VATIKA GROUP EROS GROUP ELEDCO GROUP EMMAR MGF LAND P LTD MAHAGUN INDIA PVT LIMITED G.D BUILDER PYARELAL HARISINGH BUILDERS LTD ERA CONTRUCTION COMPANY HAWARE BUILDERS

40

LODHA CONSTRUCTION NARMADA CONSTRUCTION SRI NATH CONSTRUCTIN KOHINOOR BUILDER GALAXY CONSTRUCTION MOUNT WORLD CONSTRUCTION SIMPLEX INFRASTRUCTURE GROUP IDEB CONSTRUCTION PROJECT P LTD NAGARJUN CONSTRUCTION COMPANY LTD (NCC) TATA PROJECTS LTD SAND DUNE CONSTRUCTION P LTD UNIQUE BUILDERS

41

MARKETING & FINANCE DEPARTMENT (MFD) In this Department Sales account of different branches, Govt. sales, Export, Auction etc. are maintained. This department includes various activities such as:  Checking of Bills on the parameters i.e. proper rate, amount, credit period, Mode of payment Secured (Letter of Credit, Bank Credit) or unsecured mode such as Draft, Cheju, etc. Rate on the delayed payment is 18 %.  It also includes the full settlement of Carriage and Freight.  In broad way we can say that it include monitoring and controlling of expenses related to branch such as T/A, D/A, Stationary, Postage, Courier etc.  It perform all the function related to analysis of sales: 

Branch Wise



Segment wise



Monthly Basis

 Annual Report  MFD is responsible for making a policy regarding marketing, sales, etc. It also collects fund generated by selling scrap, rejected material/Pipe from the auction i.e. 500/600 Ton in 15 days.  MFD Head & Trade Marketing Head prepare a price list in consensus decision regarding Pricing. Rates given in the Price List is of Black pipe SWS (Screwed Without Socket).

42

MARKETING NETWORK Focus on dealers-our backbone Surya Roshni derives its strength from its vast network consisting of 14 branches, 150 dealers & 18500 retailers spread over the entire length & breadth of the country. The company has ensured that there is full coverage of all districts with its retailers to make available its products in any part of the country. The company has fostered a close & enduring relationship with its dealers by constant interaction with them. Regular Dealer Conferences region wise are held to get their feedback on the Performance & to exchange ideas on the market & the strategy to enlarge the company’s market share. The dealers accompanied by our senior marketing executives are taken annually on a holiday to foreign locations after their successful achievement of targeted sales as recognition of their good work. This provides an invaluable opportunity for the company & the dealers to share their views about the industry in the relaxed & pleasant atmosphere.

. Business Development Group - A key component in marketing. The co. has a marketing & Business Development group aimed at achieving total customer satisfaction by regular interaction with them to ensure timely availability & delivery of our full product range at competitive rates & in maintaining best relationship with our customers. It also Survey the market to obtain various vital inputs for business development & competitors activities.

43

MARKETING NETWORK ACROSS THE LENGTH & BREADTH OF THE COUNTRY Head Office

Registered Office & Works-

Surya Roshni Ltd. Padma Tower-1, Rajendra Palace New Delhi-110008 Ph-011-25810093-96 www.suryasteelpipe.com

Surya Roshni Ltd. Prakash Nagar, Delhi-Rohtak Road Bahadurgarh-124507(Haryana) Ph-01276-241540/980/982 [email protected] [email protected]

Business Development Group

Trade Marketing

Mr. Neeraj Garg (Chief-BDG) Mr. Jasveer Singh (Dy. Chief-BDG)

Mr. Shankar Gupta (DGM- Trade) Mr. Sachin Aggarwal (Dy. Chief- Trade Mktg.)

STEEL DIVISION SALES OFFICES BRANCH INCHARGE

BRANCHES

Mr. Sudhir Dhupia

Ahmedabad (Gujarat)

Mr. Atul Agarwal

Jaipur (Rajasthan)

Mr. Jagbir Kaushik

New Delhi

Mr. N. K. Varshney

Ghaziabad (Uttar Pradesh)

Mr. Upendra Awasthi

Indore (Madhya Pradesh)

Mr. Anand Mohan Dixit

Bangalore (Karnataka)

Mr. Rajnikant Gupta

Secundrabad (Hyderabad)

Mr. Kaustubh Manjre

Nagpur (Maharashtra)

Mr. Harsh Goel

Raipur (Chattisgarh)

Mr. Gajraj Singh

Jammu Cant. (J & K)

Mr. Manvendra Singh/ Venu Gopal

Chennai (Tamil Nadu)

Mr. Ninad Ranawade

Mumbai (Maharashtra)

Mr. Rajesh Tripathi

Ludhiana (Punjab)

Mr. Manish Sharma

Dehradun (Uttarakhand)

44

SURYA FOUNDATION Surya Foundation is a social NGO established in 1995 by Shri. Jai Prakash Agarwal, Chairman & Managing Director of Surya Roshni Limited, with a view to promote greater sense of national consciousness and social awareness among our countrymen particularly the youth. In pursuance of this larger objective, the Foundation is working in the following areas:• Youth Development • Development of Preventive & Cost Effective Health System of Naturopathy & Yoga. • Think Tanks for vital areas of National Development • Ideal Village Projects with emphasis on Literacy and Personality Development of Youth. • Development of Naturopathy & Yoga

SADHANA STHALI Situated at Jhinjholi in Haryana, away from the hustle bustle of Delhi is the Training Centre of Surya Foundation with sprawling lawns and gardens. The named Sadhana Sthali campus resembles the ancient Gurukul providing an ideal environment for the trainees. A Swimming Pool, Computer Laboratory, Library, facilities for Indoor and Outdoor Games, Shooting Range and many other facilities are available in the campus, which attract persons of all age groups. A Naturopathy Centre offers opportunity to remain as close the nature as possible. It provides the right environment for learning and development. YOUTH DEVELOPMENT ‘Catch Them Young’ is the motto followed by Surya Foundation. Today's child is tomorrow's Bharat! The Youth Development Programme, therefore, targets young children in their formative age. Surya Foundation conducts over 1500 Personality Development Camps each year in various parts of the country, benefiting about 40,000 youths. NATUROPATHY & YOGA Naturopathy & Yoga is a preventive as well as curative therapy. It is the most effective and least expensive method for a healthy and disease free living. Mahatma Gandhi had desired that Naturopathy should reach each and every village and to all our countrymen. THINK TANKS FOR NATIONAL DEVELOPMENT Constitutional Reforms, Economy, Education, Energy, International Relations, National Security, Power, Police Reforms, Public Administration, Railways, Rural Development, Surface Transport, Telecom, Tourism, Water Resources.

45

Surya Foundation Think Tanks have been established with a view to carrying out studies and research in the areas of vital national interests. These consist of eminent intellectuals, experts, retired bureaucrats, judges, legal experts, academics and scholars who deliberate various issues. Recommendations of the Think Tanks are made available to the Govt. Departments, PSUs, Members of Parliament and all concerned. IDEAL VILLAGE "The path to development of the country passes through its villages" Surya Foundation conceived the 'Ideal Village Project' with the underlying idea to develop villages by— • Improving the literacy rate • Bringing peace and harmony • Helping them development of their village • Personality Development & Character Building

PROJECT Village youth, including young children are the vehicle of this project. Baal Vikas Kendras or the Coaching Centre’s have been established in the villages for children who are school going, dropouts or illiterates. Coaching Centre’s conducts various activities such as:• Education / Literacy • Games • Shram Dhan through Community Participation • Yoga & Karate • Adventure Programs • Personality Development Camps

46

SURYA ROSHNI PRESS BRIEF 1. Surya Roshni Produces more than two lac ton pipes in the country & going to produce 4 lac Ton in near future which is available in all states of India. Surya is the biggest manufacturer of G.I. pipes used in water supplies. 2. Surya Pipes are the first choice of the customers in Jammu & Kashmir, Rajasthan, Maharashtra, Vidarbha and Madhya Pradesh, even Prakash Surya brand G.I. Pipes are more renowned than TATA Pipes in the far flung areas of Southern India in Karnataka & Bangalore in addition to other states of India. 3. Surya's Steel Pipes are sold in the Brand name of "Prakash Surya" which is duly embossed in a gap of every meter on the G.I. pipes. 4. Besides steel, Surya Roshni is the market leader in lighting industry also and is one of the biggest two manufactures of India. 5. In the future expansion plans, the company intends to set up a steel plant in Karnataka apart from infrastructure, Cement, Power & PVC Pipes in the states of Gujarat, M.P., Chhattisgarh & Uttarakhand. The projected turnover of Surya Group will be Rs. 5000 crores after all the expansions by year 2012 end. 6. Surya Roshni Limited has sent 100 youths for the mass contact program all over India with a view to create an awareness among the dealers and customers about the right quality of pipes and to protect them from selling spurious / substandard pipes.

H.R. COIL VS PATRA 1. Life of pipe made of H.R. Coil is 10 times more than that of Patra pipe i.e. life of Patra pipe is 3-4 years while as that of H.R. Coil pipe is more than 30 years. 2. Patra is always much & much cheaper compared to H.R. Coil, due to its inferior quality because of its bad chemistry as well as bad composition. Further for the manufacturing of Patra they use poor quality of scrap & rejection & produce with low technology while H.R. Coils are produced from world class plant of SAIL/ TATA/ ESSAR etc. 3. Only user of H.R. Coil of SAIL/ TATA/ ESSAR/ LLOYD/ ISPAT can produce good quality pipes. 4. For coating of Zinc, the manufacturers of steel pipes should use Zinc only of Hindustan Zinc Limited or imported equal to High Grade/ PW of Hindustan Zinc Limited. 5. Substandard producers are using GOOMATI (Zinc taken out from Zinc dross) which reduces life of the pipes substantially.

47

ORGANIZATIONAL STRUCTURE Organizational structure refers to the formal, established pattern of relationship amongst the various parts of any organization. Organizing is the formal grouping of activities and resources for facilitating attainment of specific organizational objectives. It is possible to achieve objective without formally organizing, but there is to be great wastage of resources and time. A good organizational structure ensures that the objectives are achieved in the shortest possible time, in an orderly manner, with maximum utilization of the given resources.

NAMES Jai Prakash Agarwal Urmil Agarwal B B Chadha Satya Narain Bansal Arvind Kumar Bansal

DESIGNATION Chairman and Managing director Director Director Whole Time Director Whole Time Director

Aloke Sengupta

Nominee Director

Ravinder Kumar Narang

Director

K K Narula

Director

MukeshTripathi

Director

Vineet Kumar Garg Raju Bista Shanker Singal

Whole Time Director Whole Time Director Independent Director

48

49

DEALERS – DELHI & NCR REGION PARTY NAME

CONTACT PERSON

Goel Retail Product (P) Ltd.

Mr. Kailash Goel

Goojar Mal Ganpat Rai

Mr. Vinay Kumar

Gupta Tube Company

Mr. Vinod Garg Mr. Ankur Garg

Bakshi Brothers (Agencies)

Mr. Amit Bakshi Mr. Shashi Bakshi

Dinesh Sanitary Store

Mr. Ramesh Goel Mr. Rajendra Goel

P.D. Arya& Co.

Mr. Parmod Kumar

Jagdamba Traders

Mr. Pradeep Gupta Mr. Vikas Gupta

Shri Niwas Pawan Kumar

Bharat Pipe & Sanitary Stores

Mr. Shri Niwas Gupta Mr. Pawan Gupta Mr. Manish Mr. Subhas Chand Tyagi

Ajay Enterprises

Mr. Ajay Gupta

Shree Ganesh Steel Tube

Mr. Saket Agrawal

Balaji Pipes (India)

Mr. Rajeev Gupta

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LITERATURE REVIEW THEORETICAL FRAMEWORK What is a Brand? A Brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one sellers or group of sellers and to differentiate them from those of competitors. Most of the marketers say that “Branding is the art and cornerstone of marketing”. In essence, a brand identifies the seller or maker. It can be a name, trademark, logo or other symbol. Under trademark law, the seller is granted exclusive rights to the use of the brand name in perpetuity. Brands differ from other assets such as patents and copyrights, which have expiration dates. A brand is essentially a seller’s promise to deliver a specific set of features, benefits and services consistently to the buyers. The best brands convey a warranty of quality. But a brand is an even more complex symbol. It can convey up to six levels of meaning. 1. Attributes: A brand brings to mind certain attributes. By its well built, well engineered, expensive, durable, high-prestige automobiles. 2. Benefits: Attributes must be translated into functional and emotional benefits. For example, the attribute “durable” could translate into the functional benefit. The people says that “I won’t have to buy another car for several years”. The attribute “expensive” translates into the emotional benefit “the car makes me fell important and admired”. 3. Values: The brand also says something about the producer’s values. Mercedes stands for high performance, safety and prestige. 4. Culture: The brand may represent a certain culture. 5. Personality: The brand can also project a certain personality. 6. User: They suggest the kind of consumer who buys or uses the product.

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BRAND AWARENESS Brand awareness is the potential capacity that a retailer recognizes or recall the name of the brand of a certain category of a product. Thus brand awareness is an exercise of identification of the brand name under different conditions and therefore, the probability of a brand name coming to the retailer and the facility with which this happens. Awareness essentially means that retailers know about the existence of the brand, and also recall what categories the brand is in. The lowest level of awareness is when the retailers have to be reminded about the existence of the brand name, and its being a part of the category. There after is the stage of aided recall, i.e., upon the mention of the category, the retailer can recognize the company’s brand from among a list of brands. Then is the stage of unaided recall, where in a retailer mentions the company’s brand among a list of brands in the category. The highest level of awareness is when the first brand that the retailer can recall upon the mention of the product category is the company’s brand. This is called top-of-mind recall.

Brand Awareness: Nine Brand Strengtheners As Companies become more aware of the importance of brand power, they wonder how they can strengthen their brands. Most managers think the answer lies in increasing the advertising budget. But advertising is expensive and it is not always effective. Advertising is only one of nine ways to build more brand awareness and brand preference.

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1. Develop creative advertising. 2. Sponsor well-regarded events. 3. Invite your retailers to join a club. 4. Invite the public to visit your factory or office 5. Create your own retail units. 6. Provide well-appreciated public services. 7. Give visible support to some social causes. 8. Be known as a value leader. 9. Develop a strong spokesperson or symbol to represent the Company. BUYING BEHAVIOUR The new millennium will be the most challenging era for the most of the companies delivering goods and services to the buyers directly through their network. The increasing competition in the global markets will make the existence of the companies difficult as the buyers enjoy as the kingpin of their business. The increasing competition in the market for the goods and the services will provide the best options to the buyers towards the retailer value, satisfaction and the delight chain. In the developing economies and near monopoly markets the sellers do not pay adequate attention towards the buyers and make them in a disadvantageous position. On the contrary in the buyers’ market the retailers can choose the goods and services. This phenomenon can be explained in reference to the Indian market also. Let us take an example of an Indian car market in the mid-seventies which was largely dominated by the Ambassador brand of Hindustan Ltd, had Fiat for the class market. During this period the car market had seller’s dominance and enjoyed near monopolistic condition. The car market scenario was in transition since mideighties after the market invention of Maruti Udyog Ltd. and has become highly competitive after the introduction of the new economic policy in early 90’s. Since, we can simply understand that, the current market for cars in India is a buyers market, which is very competitive in terms of quality, price, services, comforts and value for the money, which are cannot be calculated at a time, but take a long thinking and discuss.

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The retailer makes the decision on buying of any product of the company by problem solving carefully weighing and evaluating perceived use values and product attributes. This process is commonly known defined as rational decision making while the emotional responses. Branding Decisions: The first decision is whether the company should develop a brand name for its products. In the past, most products went unbranded, producers and intermediaries sold their goods out of barrels, bins and cases without any supplier identification. Buyers depended on the sellers integrity. In some cases, there has been a return to “No branding” of certain staple retailer goods and pharmaceuticals. Generics are unbranded, plainly packaged, less expensive versions of common products such as spaghetti, paper towels and canned peaches. They offer standard or lower quality at a price that may be as much as 20% to 40% lower than nationally advertised brands and 10% to 20% lower than retail private label brands. The lower price is made possible by lower quality ingredients, lower cost labeling and packaging and minimal advertising. Branding gives the seller several advantages: 1. The brand name makes it easier for the seller to process orders and track down problems. 2. The seller brand name and trademark provide legal protection of unique product features. 3. Branding gives the seller the opportunity to attract a loyal and profitable set of retailers. Brand loyalty gives sellers some protection from competition. 4. Branding helps the seller segment markets. 5. Strong brands help build the corporate image, making it easier to launch new brands and gain acceptance by distributors and retailers. Brand Strategy A brand strategy can be thought of as the translation of the business strategy for the marketplace. It defines the manner in which the offering will present itself to the marketplace,

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which will, in turn, influence the way in which targeted retailers think of offering – creating the brand’s image. They has provided guidance on brand strategy and the importance of brands to both build retailer loyalty and to gain internal efficiencies. Brands create differentiation for retailer and they also can help the company gain efficiencies in their marketing expenditures and activities. Brand Equity The brand equity can be viewed by retailers”…as both financial and as a set of favorable associations and behaviors” suggests that brand equity consists of brand associations, brand loyalty, brand awareness, perceived quality, and other brand assets. It indicates that loyalty is one sufficient importance that other measures, such as perceived quality and associations, can often evaluated based on their ability to influence it. It describes the retailer’s memory as a function of a set of nodes and links of the various associations related to a brand. Perceived quality has been shown to be associated with price premiums, price elasticity, brand usage. Brand awareness reflects the salience of the brand in the retailer mind.

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OBJECTIVE OF THE RESEARCH The study has been conducted with the following objectives in mind PRIMARY OBJECTIVE 1. To know, whether buying behavior is dependent of brand awareness or not. 2. To know how brand awareness made retailer to purchase product. 3. To understand the factors and variables of brand influence them to purchase. 4. To know what position does the brands has in the minds of retailers. 5. To know how they became aware of the brand. 6. To know the level of satisfaction about the brand awareness. 7. To know how they maintain and improve brand awareness, brand loyalty. SECONDARY OBJECTIVE 1. To know about the service quality. 2. To understand the concept of retailers. Objective has an important role in any research. No research exists without any objective. Surya Roshni Ltd. gave me eight weeks project of – “To Analyze the Brand Awareness of the product through Retailers” with the objective to know the retailer’s perception about- pricing policy, quality, delivery system, billing system, etc. To Maximizing the Performance of Steel Pipe Assets, Pipeline Risk Management, Maximizing the Performance of Iron Pipeline Assets, Sales volume, Ranking of different brands, pricing of different brands promotional supports given by the companies. Effective media, effective promotion & factors for recommending the particular brand were also fall under the objective. The objective of research believes that once the global economy returns to sustained growth, the domestic pipe industry is expected to accelerate into high growth trajectory. As per CARE Research, Indian pipe manufacturers will be greatly benefited when Exploration & Production (E&P) projects for oil and gas companies which were previously stalled or revoked because of

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the global financial crisis recommence their operations. This new spurt in demand will be positive for future growth. CARE Research’s report on ‘Indian Pipe Industry’ gives valuable insight of the industry on global and domestic capacities, demand-supply gap analysis of domestic market, export market for domestic companies, replacement demand, competition and commentary on top industry players. Research has developed a robust methodology for forecasting domestic demand. It takes into account several initiatives taken by the Indian government to provide basic water supply and Sanitation and also emphasizes on oil and gas sector which serves as a backbone to the pipe industry as a whole. CARE (Credit Analysis & Research Ltd) Research expects the positive trend in the Indian pipe industry to continue for the next 3-5 years on the back of higher E&P activities due to resurgence in crude oil price, increased efforts by the Government of India (GOI) on infrastructure development for laying pipelines for oil & natural gas transport (e.g. the National Gas Grid project), replacement demand from North America and European countries, water & sewage transport and irrigation facilities. The growth will mainly be driven by steel pipes especially SAW pipes.

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IMPORTANCE OF THE STUDY The motive of any company is to generally acquire larger market share high % of sales the Industry. This could be only achieved by building a higher percentage of brand loyal retailers. Any company can survive if there is a stiff computational activity in the market and brand loyal retailers. Today many major companies in the market try to maintain and improve there branded equity. With out creating a proper Brand awareness they cannot build brand image. Strong brands help build the corporate image and also by making it eager for the companies launch new brands. Today brands are treated as major enduring assets of a company more over brand equity are major contributor to retailer equity. This all can happen only if there is proper brand awareness. The steel pipe industries have been expanding rapidly are gone the day when possessing a heavy, medium and light size pipes was seen as a durable. Now days it is viewed as a mere necessity. So such awareness has key role to the consumption.

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SCOPE OF THE STUDY The overall scope of the present study considers all the variables and factors that have major impact over the retailers in considering particular brands. This especially included how a retailer regally evaluate recognizes the brand and what position particular brand occupies in the retailer mind. This includes how a retailer gets attracted towards the brands and what makes a brand highly significant over their competitive brand. The study includes how hand awareness among potential retailers can be maintained and improves. The project has been done in Delhi and NCR only. The survey was confined only to Surya Roshni retailers to presently posses only Surya Steel Pipes. The survey was especially focused on existing Surya Steel Pipes owners for finding how they are influenced by the brand and what made them aware of the brand. After the survey was done the data was analyzed and also relevant suggesting was made in order to improve its brand awareness towards Surya Steel Pipe.

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RESEARCH METHODOLOGY & DESIGN Research methodology is the description, explanation and justification of various methods of conducting research. This area deals with the research design, sources of data collection, sampling design, hypothesis, and statistical tools used for the data analysis and interpretation. STATEMENT OF THE PROBLEM Since Surya Roshni is one of the most popular brands in India, there is a high need to understand whether the retailers are loyal to the brand and they have any kind of influence from its awareness. Retaining retailers is the main objective of any company. So, a study to understand the influence of brand awareness seems to be not going vain. The main objective of the study is to find out, whether there any influence of brand awareness in buying behavior. RESEARCH DESIGN Descriptive Research A researcher should think about the way in which he should proceed in attaining his objective in his research work. He has to make a plan of action before starting the research. This plan of study of a researcher is called the research design. Descriptive research design is used for this study. Descriptive research design is used to those studies which are concerned with characteristics of a particular individual or a group. SOURCES OF DATA COLLECTION The data has been collected from both primary and secondary sources, to get information regarding the organization and products.

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PRIMARY DATA Primary data has been collected through questionnaires. The questionnaire was mostly related to the brand awareness towards Surya Steel Pipes of the retailers on different feature such as the sizes, prices, effectiveness of the brand etc., which was provided by Surya Roshni Ltd. SECONDARY DATA Secondary data has been taken from bellow sources: 1.

Television Broadcasting

2.

Pamphlets

3.

Banners & Hoardings

4.

Mouth Publicity

5.

Newspapers

6.

Internet

SAMPLING Out of few lakes of Surya Roshni retailers spread all over India, the retailers of Surya Roshni Ltd., Delhi and NCR city only are taken as target population for the study. SAMPLE SIZE The sample size of 100 is selected from the database of the company. The study requires on in depth survey and teen observation in collecting data regarding the brand awareness levels of Surya Roshni retailers.

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SAMPLING TECHNIQUE Only simple random sampling technique is adopted in selection the sample. In this technique, each and every unit of the population has on equal opportunity of being selected in the sample. DATA COLLECTION PROCESS Based on need and objectives, types of data required for study and other sources of data are identified. Data was collected with the help of the questionnaires.

OBSERVATION

PRIMARY DATA QUESTIONNAIRE DATA INSIDE THE ORGANIZATION

NEWS, LETTERS, DOCUMENTS

OUTSIDE THE ORGANIZATION

LIBRARIES, MAGAZINES, ETC.

SECONDARY DATA

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DATA ANALYSIS & INTERPRETATION Q1. Tick the brands of which steel pipes do you sell? S. No. 1 2 3 4 5 6

Brands Surya steel pipe Jindal steel pipe Finolex Rama steel pipe Tata steel pipe Others Total

No. of Retailers 21 18 22 10 26 3 100

% of Retailers 21% 18% 22% 10% 26% 3% 100%

Brands of which steel pipes do you sell Others 3% Surya steel pipe 21%

Tata steel pipe 26%

Surya steel pipe Jindal steel pipe Finolex Rama steel pipe Jindal steel pipe 18%

Tata steel pipe Others

Rama steel pipe 10% Finolex 22%

INTERPRETATION: The above chart shows that out of 100 samples of the study, 26% of retailers sell Tata steel pipes, 22% of Finolex, 21% of Surya steel pipe, 18% of Jindal steel pipes, 10% of Rama steel pipes & remaining 3% by others.

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Q2. How familiar are you with brand name Surya steel pipes? S. No. 1 2 3 4

Opinion I have never heard of them I have heard of them, but never keep their products I keep their products occasionally I keep their products on a regular basis Total

No. of Retailers 21 19

% of Retailers 21% 19%

35 25

35% 25%

100

100%

Familiar are you with brand name Surya steel pipes 35% 35% 30% 25% 20% 15% 10% 5% 0%

25% 21%

19%

I have never I have heard of I keep their heard of them. them, but products never keep occasionally. their products.

I keep their products on a regular basis.

INTERPRETATION: The above chart shows that out of 100 samples of the study, 35% of retailer are familiar with the brand name Surya steel pipe and keep their products occasionally, 25% of retailer keep their products on a regular basis, 21% of retailer never heard the name of the brand & 19% of retailer heard the name but never keep their products.

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Q3. Which one is the most selling brand in your region? S. No. 1 2 3 4 5 6

Brands Surya steel pipe Jindal steel pipe Finolex Rama steel pipe Tata steel pipe Others Total

No. of Retailers 22 20 23 3 30 2 100

% of Retailers 22% 20% 23% 3% 30% 2% 100%

Most selling brand in your region Others Tata steel pipe Rama steel pipe Finolex Jindal steel pipe

Surya steel pipe 0%

5%

10%

15%

20%

25%

30%

INTERPRETATION: The above chart shows that out of 100 samples of the study, 30% of retailers sell Tata steel pipes which is one of the most selling brand in Delhi & NCR region, 23% of Finolex, 22% of Surya steel pipe, 20% of Jindal steel pipes, 3% of Rama steel pipes & remaining 2% by others.

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Q4. Which brand has more awareness in your region? S. No. 1 2 3 4 5 6

Brands Surya steel pipe Jindal steel pipe Finolex Rama steel pipe Tata steel pipe Others Total

No. of Retailers 20 21 18 12 24 5 100

% of Retailers 20% 21% 18% 12% 24% 5% 100%

Brand has more awareness in your region 25% 20% 15% 10% 5%

0% Surya Jindal steel steel Finolex Rama pipe pipe steel pipe

Tata steel pipe

Others

INTERPRETATION: From above chart, we can understand that out of 100 samples, about one fourth (24%) of retailers are more aware about the Tata Steel pipes in Delhi & NCR region, 21% of Jindal Steel Pipes, 20% of Surya Steel Pipes, 18% of Finolex, 12% of Rama Steel Pipes. Only 5% of retailers are not aware about these brands.

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Q5. Which company’s marketing people help you most in terms of brand awareness campaign? S. No. 1 2 3 4 5 6

Brands Surya steel pipe Jindal steel pipe Finolex Rama steel pipe Tata steel pipe Others Total

No. of Retailers 20 21 19 11 23 6 100

% of Retailers 20% 21% 19% 11% 23% 6% 100%

Marketing people help you most in terms of Brand Awareness campaign Others Tata steel pipe Rama steel pipe Finolex Jindal steel pipe Surya steel pipe 0

5

10

15

20

25

INTERPRETATION: From above chart, we can understand that out of 100 samples, 23% of retailers says Tata steel pipe marketing people help the most in terms of brand awareness campaign, 20% of Surya Steel Pipes, 21% of Jindal Steel Pipes, 19% of Finolex, 11% of Rama Steel Pipes and only 6% by others.

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Q6. Kindly give your opinion regarding Surya steel pipe brand awareness campaign:Excellent

Very good

Good

Very poor

Poor

Total

Television Broadcasting

24

21

32

18

5

100

Newspapers

22

33

28

10

7

100

Banners & Hoardings

25

23

15

17

20

100

Mouth Publicity

17

19

23

21

20

100

Pamphlets

18

15

20

25

22

100

35 30 25

Television Broadcasting

20

Newspapers Banners & Hoardings

15

Mouth Publicity 10

Pamphlets

5 0 Excellent Very good

Good

Very poor

Poor

INTERPRETATION: From above chart, we can understand that out of 100 samples, the Television Broadcasting and Mouth Publicity is a Good promotional tool in brand awareness campaign. The Newspaper is also a Very good promotional tool in brand awareness campaign. Banners and Hoardings are the Excellent in brand awareness campaign but Pamphlets are the Very poor promotional tool in brand awareness campaign.

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Q7. Is Surya steel pipe providing you sufficient promotional material? S. No. 1 2

Opinion Yes No Total

No. of Retailers 64 36 100

% of Retailers 64% 36% 100%

Providing you sufficient promotional material

70% 60% 50% 40% 30% 20%

10% 0% Yes

No

INTERPRETATION: From the table, we can observe that 64% of the retailers are satisfied with the promotional material which Surya providing to the retailers and 36% of the retailers are not satisfied with Surya promotional material.

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Q8. Are you satisfied by the schemes which Surya gives you? S. No. 1 2 3 4 5

Opinion Very satisfied Satisfied Neutral Less satisfied Not at all satisfied Total

No. of Retailers 22 30 15 13 20 100

% of Retailers 22% 30% 15% 13% 20% 100%

Satisfied by the schemes which surya gives you Not at all satisfied 20%

Very satisfied 22% Very satisfied Satisfied Neutral

Less satisfied 13%

Less satisfied Not at all satisfied

Neutral 15%

Satisfied 30%

INTERPRETATION: From above chart, we can understand that out of 100 samples, 22% of retailers are very satisfied with the schemes which Surya gives to the retailer, 30% are satisfied, 15% are neutral, 13% are less satisfied and 20% are not at all satisfied with the schemes.

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Q9. Which promotional tool do you recommend to Surya steel pipes, which will help into generate brand awareness and sales in your region? (Give the rating out of 10) Promotional Tool Television Broadcasting Newspapers Banners & Hoardings Mouth Publicity Pamphlets

Rates (Retailers) 9(23)+7(39)+8(21)+6(17) 5(16)+6(24)+7(15)+8(18)+9(15)+4(12) 6(11)+7(25)+8(28)+4(22)+3(14) 3(25)+4(10)+5(21)+6(15)+7(14)+8(15) 2(19)+3(26)+4(24)+5(22)+6(09)

Total 750 656 595 528 376

Average 7.50 6.56 5.95 5.28 3.76

To generate brand awareness and sales in your region Pamphlets, 3.76, 13%

Television Broadcasting, 7.5, 26% Television Broadcasting

Mouth Publicity, 5.28, 18%

Newspapers Banners & Hoardings Mouth Publicity Pamphlets

Banners & Hoardings, 5.95, 20%

Newspapers, 6.56, 23%

INTERPRETATION: From above chart, we can understand that out of 100 samples, 26% of retailer recommend Television Broadcasting as a promotional tool by which it helps in generating brand awareness and sales in our region, 23% by Newspapers, 20% by Banners & Hoardings, 18% by Mouth Publicity, 13% by Pamphlets.

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Q10. Overall, how would you rate the quality of Surya steel pipe? S. No. 1 2 3

Opinion Very high Average Very low Total

No. of Retailers 44 36 20 100

% of Retailers 44% 36% 20% 100%

Quality of Surya Steel Pipe 50

44

40

36

30 20

20

10 0 Very high

Average Very low

INTERPRETATION: From above chart, we can understand that out of 100 samples, 44% of retailers saying that the quality of Surya steel pipe is very high, 36% is average and 20% is very low.

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Q11. How favorable is your attitude towards these 5 brands. Please rate them (5-Very high, 4High, 3-Neutral, 2-Low & 1-Very low)? Brands Surya steel pipe Jindal steel pipe Finolex Rama steel pipe Tata steel pipe

Rates (Retailers) 1(11)+2(12)+3(26)+4(23)+5(28) 1(12)+2(31)+3(09)+4(15)+5(33) 1(13)+2(16)+3(15)+4(19)+5(37) 1(25)+2(30)+3(22)+4(11)+5(12) 1(11)+2(12)+3(20)+4(31)+5(27)

Total 345 326 351 255 354

Average 3.45 3.26 3.51 2.55 3.54

Favorable is your attitude towards these 5 brands 3.54

Tata steel pipe 2.55

Rama steel pipe

3.51

Finolex

3.26

Jindal steel pipe

3.45

Surya steel pipe 0

1

2

3

4

INTERPRETATION: From above chart, we can understand that out of 100 samples, the favorable attitude of retailers is towards Tata steel pipe which is 3.54, after that Finolex which is 3.51, after Finolex their attitude towards Surya steel pipe which is 3.45, after that Jindal steel pipe which is 3.26 and in the last Rama steel pipe which is 2.55

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Q12. Rate the brands that you would consider buying (5-Very high, 4-High, 3-Neutral, 2-Low & 1-Very low)? Brands Surya steel pipe Jindal steel pipe Finolex Rama steel pipe Tata steel pipe

Rates (Retailers) 1(17)+2(20)+3(16)+4(24)+5(23) 1(17)+2(21)+3(19)+4(25)+5(18) 1(16)+2(18)+3(10)+4(27)+5(29) 1(25)+2(16)+3(13)+4(27)+5(19) 1(11)+2(16)+3(15)+4(31)+5(27)

Total 316 306 335 299 347

Average 3.16 3.06 3.35 2.99 3.47

The brands that you would consider buying 3.47 3.5 3.4 3.3 3.2 3.1 3 2.9 2.8 2.7

3.35 3.16 3.06 2.99

Surya steel Jindal steel pipe pipe

Finolex

Rama steel Tata steel pipe pipe

INTERPRETATION: From above chart, we can understand that out of 100 samples, the retailers rate the brands that they would consider for buying is Tata steel pipes which is 3.47, after that Finolex which is 3.35, after Finolex they would prefer Surya steel pipe which is 3.16, after that Jindal steel pipe which is 3.06 and in the last Rama steel pipe which is 2.99

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Q13. How memorable would you rate the advertising or tagline for brand? S. No. 1 2 3 4 5

Opinion It is not memorable or distinct, it is not unique It is not memorable or distinct, it is very unique It is memorable or distinct, it is unique It is very memorable or distinct, it is not unique It is very memorable & distinct, it is very unique Total

No. of Retailers 23

% of Retailers 23%

10

10%

16

16%

29

29%

22

22%

100

100%

Rate the advertising or tagline for the brand 22%

It is not memorable or distinct, it is not unique.

23%

It is not memorable or distinct, it is very unique.

10%

29% 16%

It is memorable or distinct, it is unique. It is very memorable or distinct, it is not unique. It is very memorable & distinct, it is very unique.

INTERPRETATION: From above chart, we can understand that out of 100 samples, 29% of retailer rate the advertising or tagline for the brand that it is very memorable or distinct, it is not unique, 23% of retailers rate it is not memorable or distinct, it is not unique, 22% of retailers rate it is very memorable & distinct, it is very unique, 16% of retailers rate it is memorable or distinct, it is unique, 10% of retailers rate it is not memorable or distinct, it is very unique.

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Q14. Acc to your opinion, how would you rate following characteristics? (Give the rating out of 10) Characteristics Quality Universality Value Service Distribution Durability

Rates (Retailers) 10(6)+9(16)+8(19)+7(26)+6(16)+5(17) 9(17)+8(28)+7(19)+6(6)+5(21)+3(6)+4(3) 8(12)+7(11)+6(15)+5(16)+4(16)+3(30) 9(12)+7(10)+5(16)+8(14)+4(26)+6(22) 9(17)+8(15)+7(8)+6(8)+5(14)+4(22)+3(16) 9(7)+8(6)+7(15)+6(17)+4(10)+5(38)+3(7)

Total 719 681 497 606 583 569

Average 7.19 6.81 4.97 6.06 5.83 5.69

Acc to your opinion, how would you rate following characteristics 8 6 4 2 0

7.19

6.81 4.97

6.06

5.83

5.69

INTERPRETATION: From above chart, we can understand that out of 100 samples, acc to retailer’s opinion, firstly they rate the characteristics of Surya steel pipe is to Quality which is 7.19, secondly Universality which is 6.81, thirdly Service which is 6.06, fourthly Durability which is 5.69, fifthly Distribution which is 5.83 and in the last Value which is 4.97

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SUMMARY OF THE STUDY

This part Summaries the main points emerging from the study as brought out in this project. As already mentioned this study is “To Analyze the Brand Awareness of the product through Retailers” survey was conducted in Delhi & NCR. The market of Surya steel pipes is growing at rapid speed. Surya being one of the dominating Co. in Indian pipe market is expected to attract significant attention among the retailers and investors. In this Steel pipe segment there has been heightened competition with other leading players like Tata, Jindal, Finolex and many others. Majority of the people have informed Brand Awareness toward Surya Steel Pipes. Most of the retailers are very much satisfied with the services offered by the company while few of them are not satisfied even 21% of retailer never heard the name of the brand. Many of the retailers rated the Brand Awareness as excellent (Banners & Hoardings); very few of them have rated as satisfactory (Television Broadcasting & Newspapers). Buying behavior is dependent on brand awareness. Many of the retailers have stated that the prices charged on services are high when comparing to other company’s services. Finally the retailers are very happy about Brand Awareness toward Surya Steel Pipes. 22% of retailers are highly satisfied and 30% of retailers are satisfied with the schemes. According to retailer’s opinion, they rate the quality of Surya steel pipe which is very good. A successful retailing strategy will be embedded within a customer-driven general business strategy.

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MAJOR FINDINGS  Buying behavior is dependent on brand awareness.  A successful retailing strategy will be embedded within a customer-driven general business strategy.  35% of retailer are familiar with the brand name Surya steel pipe and keep their products occasionally, 21% of retailer never heard the name of the brand.  30% of retailers sell Tata steel pipes which are one of the most selling brands in Delhi & NCR region and 22% of retailers sell Surya steel pipe.  About one fourth (24%) of retailers are more aware about the Tata Steel pipes in Delhi & NCR region, 21% of Jindal Steel Pipes, 20% of Surya Steel Pipes, 18% of Finolex.  The Television Broadcasting is a good for brand awareness campaign, Newspapers is also a very good for brand awareness, Banners & Hoardings are the excellent, Mouth Publicity and Pamphlets are not so good for brand awareness campaign.  30% of retailers are satisfied with the schemes which Surya gives to the retailers.  44% of retailers rate the quality of Surya steel pipe is very high.  The favorable attitude of retailers is towards Tata steel pipe which is 3.54  29% of retailers rate the advertising or tagline for brand that it is very memorable or distinct, it is not unique.  According to retailer’s opinion, they rate the quality of Surya steel pipe which is 7.19

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SUGGESTIONS  Distribution, Durability and Value can be increased.  Pipes publicity can be developed which will add awareness.  Give sufficient offers to increase sale.  To build a brand in a largely commoditized steel pipes category.  Basing on the survey findings and analyzing the attitudes of retailers the following suggestions can be given regarding the Brand Awareness towards Surya Steel Pipes.  Must focus on retailer feedback which results in retailer satisfaction and it lead to recommend product.  The company has to pursue the complaints of the retailers about the performance of the Steel pipe. This suggestion has been given basing on the complaints of retailers regarding its problems like Value and Durability.  They have to increase the awareness level in the buyers through print media and other advertisement channels.  Quality and brand name are to important factor hence companies have tried to build and maintain name and their goodwill in the market.  Word of mouth can be generated by keeping the existing retailers.  To create a professional distribution system by restructuring the retail network – focusing on servicing the natural local markets and capturing value for the brand.

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CONCLUSION Now I shall conclude my study, when I go through my whole research, there are several points which are quite peculiar. The first and foremost fact which comes out is that “Surya” appear as closest competitors of Jindal. This is due to less price and effective sales promotional scheme including emphatic advertisements. It is also obvious that Surya is in the third position in the sales volume. It is due to reason that advertising campaign of Surya is not so large. It provides allowable incentive also i.e.  It provides foreign tours and Atulya bharat to the dealers depending on their sales target growth of the year.  It provides Silver coin schemes to the dealers.  They organizes dealer, retailer and plumber meet also. There are several factors which act as determinants for the successful performance of the Steel Pipes. These factors are:  Good quality including fast setting time and at favorable price.  Effective sales promotional schemes including advertisements.  Large sales force for creating the demand  Time to time information about prevailing market price & dealer’s perception about prevailing prices. One of the basic reasons behind the success of Surya is the propagation of enough information about its product to the retailers. Retailers are the leaders of the business, not the company. The retailer will decide to make a product success or not. They are the key players. So that, every companies are running behind these retailers offering them large priorities and convincing them its peculiarities. Building brands, quality and image is the short cut to it.

OUR MOTTO & OUR VISION CUSTOMER SATISFACTION THROUGH QUALITY & SERVICE

SURYA

SURYA

SURYA

MEANS

MEANS

MEANS

COMMITMENT

QUALITY

ASSURANCE

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SURYA ROSHNI SWOT ANALYSIS STRENGTHS:  Nationality and Internationally accepted “SURYA” Brand.  Well focused vision of the Management.  Complete backward integration.  High quality of products.  Nation wide marketing network.

WEAKNESSES:  Low margin due to cut throat competition.  Uncertainties of external market forces.

OPPORTUNITIES:  Potential increase in demand of energy efficient products.  Untapped potential in outsourcing and marketing of steel pipes.  Increase in demand of regular lighting products with a general improvement in the power condition in urban as well as rural sectors and increase in spending on infrastructure development.  Area of High Mast Tower and Street light Poles.  Area of Luminaries and Light fittings.  Liberalization at geographical markets.

THREATS:  Tough competition from multi-national companies.  Unbranded products from the unorganized sector.

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BIBLIOGRAPHY Websites: www.suryasteelpipes.com www.suryaglobal.com http://www.moneycontrol.com/company-facts/suryaroshni/management/SR01 http://www.researchandmarkets.com/reports/605557 http://www.bharatbook.com/detail.asp?id=71529 http://www.suryaroshnilighting.com/ Catalogues Annual Report of Company Rajagopal, Marketing Management, 2004, Vikas publishing House Ltd, New Delhi Journal of Marketing, Volume 49, winter 1995 Philip kotler, Marketing Management, 2003, Pearson Education Inc, New Delhi Kothari C.R, Research Methodology, 1998, Vishwaprakashan, New Delhi Kotler Philip and Armstrong Gary, Principles of Marketing, 2003, Prentice Hall of India Private Ltd, New Delhi

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ABBREVIATIONS USED

1. IS - International Standard 2. BS – British Standard 3. GI - Galvanized Iron 4. SAW - Submerged Arc Welded 5. CARE - Credit Analysis & Research 6. E & P - Exploration & Production 7. PVC - Poly Vinyl Chloride 8. ERW - Electric Resistance Welded 9. GOI - Government of India 10. RIL - Reliance Industries Limited 11. FY - Financial Year 12. NELP - New Exploration Licensing Policy 13. HR Coils - Hot Rolled Coils 14. ASTM - American Society for Testing and Materials 15. API - American Petroleum Institute 16. DIN - Deutsches Institut für Normung 17. JSW- Jindal Steel Works 18. DNV - Det Norske Veritas 19. BIS - Bureau of Indian Standards 20. CR Strips - Cold Rolled Strips 21. BHEL - Bharat Heavy Electrical Limited 22. MS - Mild Steel 23. SSAW - Spirally Submerged Arc Welded 24. NB - Nominal Board 25. MT - Metric Ton 26. ISO - Indian Standard Organization 27. SSAW - Spirally Submerged Arc Welded 28. PSU - Public Sector Unit 29. NCR - National Capital Region

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QUESTIONNAIRE Retailers survey to get an insight of steel pipe industry and market trend. PERSONAL DETAILS: NAME OF RETAILERS: ________________________________________________________ ADDRESS: ___________________________________________________________________ ____________________________________________________________________ CITY: _______________________________

STATE: ________________________________

CONTACT NO.: _____________________________ E-MAIL ID: __________________________________________ --------------------------------------------------------------------------------------------------------------------NOTE: Tick a mark on a right view of yours. Q1. Tick the brands of which steel pipes do you sell? 1. Surya steel pipe 2. Jindal steel pipe 3. Finolex 4. Rama steel pipe 5. Tata steel pipe 6. Others Q2. How familiar are you with brand name Surya steel pipes? A. I have never heard of them. B. I have heard of them, but never keep their products. C. I keep their products occasionally. D. I keep their products on a regular basis.

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Q3. Which one is the most selling brand in your region? 1. Surya steel pipe 2. Jindal steel pipe 3. Finolex 4. Rama steel pipe 5. Tata steel pipe 6. Others Q4. Which brand has more awareness in your region? 1. Surya steel pipe 2. Jindal steel pipe 3. Finolex 4. Rama steel pipe 5. Tata steel pipe 6. Others Q5. Which company’s marketing people help you most in terms of brand awareness campaign? 1. Surya steel pipe 2. Jindal steel pipe 3. Finolex 4. Rama steel pipe 5. Tata steel pipe 6. Others Q6. Kindly give your opinion regarding Surya steel pipe brand awareness campaign:Excellent

Very good

Television Broadcasting Newspapers

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Good

Poor

Very poor

Banners & Hoardings Mouth Publicity Pamphlets Q7. Is Surya steel pipe providing you sufficient promotional material? Yes _______

No _______

Q8. Are you satisfied by the schemes which Surya gives you? 1. Very satisfied 2. Satisfied 3. Neutral 4. Less satisfied 5. Not at all satisfied Q9. Which promotional tool do you recommend to Surya steel pipes, which will help into generate brand awareness and sales in your region? (Give the rating out of 10) 1. Television Broadcasting ____ 2. Newspapers ____ 3. Banners & Hoardings ____ 4. Mouth Publicity ____ 5. Pamphlets ____ Q10. Overall, how would you rate the quality of Surya steel pipe? Very high 1

Average 2

3

4

Very low 5

6

7

Q11. How favorable is your attitude towards these 5 brands. Please rate them (5-Very high, 4High, 3-Neutral, 2-Low & 1-Very low)? 1. Surya steel pipe 2. Jindal steel pipe 3. Finolex

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4. Rama steel pipe 5. Tata steel pipe Q12. Rate the brands that you would consider buying (5-Very high, 4-High, 3-Neutral, 2-Low & 1-Very low)? 1. Surya steel pipe 2. Jindal steel pipe 3. Finolex 4. Rama steel pipe 5. Tata steel pipe Q13. How memorable would you rate the advertising or tagline for brand? 1. It is not memorable or distinct, it is not unique. 2. It is not memorable or distinct, it is very unique. 3. It is memorable or distinct, it is unique. 4. It is very memorable or distinct, it is not unique. 5. It is very memorable & distinct, it is very unique. Q14. Acc to your opinion, how would you rate following characteristics? (Give the rating out of 10) 1. Quality 2. Universality 3. Value 4. Service 5. Distribution 6. Durability Q15. Any Suggestions…….. ______________________________________________________________________________ ______________________________________________________________________________

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