This is our group presentation about Tinplate company of India in Consumer Behavior class

1. Need For A Conceptual Focus
GodMother Syndicate
Angga Satria 29109370
Azniar Nurina 29109361
Muhammad Fajar 29109359
Rully Setiawan 29109333
Surya Agung W H 29109355

2. The Tinplate Company Ltd. ( TCIL )
 Was establish in 1922 in Jamshedpur, India
 Formerly producing : can for baby food, processed
food and tinplate for battery jacket
 Imported raw material established new cold rolling
facility + hot rolled coils

3. Jointly held by several companies

4. 4 major product segments :
1. Edible oil cans
2. Soft drink crowns
3. Processed food
4. Batteries

5. The Product
 What is Tinplate ??
 Who is the competitor ??
Classification of Tinplate :
1. Prime grade tinplate
2. Secondary grade tinplate

6. The Market
Low custom tariff made large portion of secondary tinplate being imported
Exhibit 1 (a)
120%
100%
80%
60% Tinplate Prime
Tinplate Secondaries
40%
20%
0%
1992-93 1993-94 1994-95 1995-96 1996-97
Custom Duty Structure on Tinplate Imports

7. The Market (cont.)
Supply chain participants
tinplate supplier can manufacturer edible oil
manufacturer channels consumer
Buying behavior of the edible oil market customer :
 loose quantities that were not standardized by size
and were not branded
 highly price sensitive

8. Opportunity, Threats and
Implications
Environmental trends Threats
Growth in the hotel industry Lowering of customs tariff
Continuity in policies towards Household units becoming
industries smaller
High industrial growth Regulating standards lacking
enforcement

9. Application of Tinplate
Reduction of custom
duty for imported Low literacy level
tinplate
The import and use
Changing of non-food grade
More competitor
environmental tinplate inthe edible
oil industry
Lack of monitoring
mechanism

10. TCIL Cost by Segment
35000
30000
25000
20000
Cost
15000 Profit
10000
5000
0
Battery Edible Oil Crown Processed Food

11. Selling Price of TCIL and Competitor
50000
45000
40000
35000
30000
Crowns
25000 Battery
Processed Food
20000
Edible Oil
15000
10000
5000
0
TCIL SAIL FRITZ SUKAI TMN Unorganized

12. Distribution and Promotion
TCIL factory in Jamshedpur network of 15 agents
the producer of edible oil cans sales team of 20
personnel customer
4 producer of batteries
4 crown manufacturer
15 customer of processed food
Personal selling was the dominant promotion
method used by all companies in all segments

13. The Dominance of The Food Sector
• The Tinplate market = 210,000 metrics tons per annum
• The domestic industry installed capacity of 240,000 metrics tons
per annum
• TCIL = 60,000 metrics tons per annum
• SAIL = 20,000 metrics tons per annum
• Producer operated below installed capacity because secondaries
imported and used in the edible oil segment ( Exhibit 1 (b) )

14. The Dominance of The Food Sector
•The Tinplate market = 210,000 metrics tons per annum
•The domestic industry installed capacity of 240,000
metrics tons per annum
•TCIL = 60,000 metrics tons per annum
•SAIL = 20,000 metrics tons per annum
•Producer operated below installed capacity because
secondaries imported and used in the edible oil segment
(Exhibit 1 (b))
Consumption of Tinplate
1%
5%
7%
17% Edible Oil
Processed Food
Crown
70%
Battery
Miscellaneous

15. The Buying Influence
The varied buying influences reflected different factors at work in different
segment
Influences
Battery Production / Marketing / R & D
Edible Oil Middleman / Marketing
Crown Production / Marketing / Quality Control
Processed Food Marketing / Packaging division / Production /
Quality Control

16. Customer Satisfaction on The
Product Across Segments
TCIL FRITZ SUKAI SAIL TMN Unorganized
supplier
Battery   
Edible oil   
Soft drink   
crowns
Processed   
food
•Customer preferred in price
•Foreign company as a competitor

17. Standards Required for The Food
Sector
Standards required in the food sector, ethically and legally, made
it mandatory to use prime template
The actual extent of standards was determined more often by
industry standards or customer standards
Lack of proper monitoring mechanism
global production = 12 million metrics tons of tinplate / annum
Secondary grade tinplate = 1,8 million metrics tons / annum
Imported to India = 0,75 million metrics tons of secondary
tinplate / annum

18. Analysis Exhibit 3
Customer Satisfaction on the Product
Product Parameter TCIL FRITZ SUKAI
Temper 2 5 4
Size 2 5 5
Dimension 2 5 5
Battery
Productivity 3 5 4
Service 3 4 3
Price 5 4 4
Delivery 3 5 5

19. Analysis Exhibit 3 (cont.)
Customer Satisfaction on the Product
Unorganised
Product Parameter TCIL SAIL
Supplier
Price 3 4 5
Edible Oil
Brightness 5 4 2
Delivery 5 3 2
Service (Pre&Post) 5 3 2

20. Analysis Exhibit 3 (cont.)
Customer Satisfaction on the Product
Product Parameter TCIL FRITZ SUKAI
Size 2 5 5
Soft Drink Crowns
Dimensional 2 5 5
Price 3 5 5
Delivery 5 4 4
Temper 3 5 5

21. Analysis Exhibit 3 (cont.)
Customer Satisfaction on the Product
Product Parameter TCIL TMN SUKAI
Delivery 5 4 4
Processed Food
Lacquer adhesion 4 5 4
Temper 3 5 4
Price 5 4 4
Dimensional 3 5 4

22. Exhibit 4
25
20
15 1993
1994
1995
10
1996
1997
5
0
Battery Edible Oil Crown Processed Food

23. Analysis Exhibit 4
Growth of Tinplate in Specific Segments
1993 1994 1995 1996 1997
Battery 5 8 10 15 20
Edible Oil 7 7 6 6 5
Crown 9 10 12 12 15
Processed Food 8 7 8 9 10




24. Growth of Tinplate in Specific
Segments
25
20
15
Battery
Edible Oil
Crown
10
Processed Food
5
0
1993 1994 1995 1996 1997

25. Exhibit 5
Market Share of Companies Across Segments by Volume
Battery Edible Oil
TCIL
TCIL
SAIL
FRITZ
SUKAI
Unorganized
Supplier
Crown Processed Food
TCIL
TCIL
FRITZ
TMN
SUKAI

26. Analysis Exhibit 5
Market Share of Companies Across Segments by Volume
Unorganised
TCIL FRITZ SUKAI TMN SAIL
Supplier
Battery 10 45 45 - - -
Edible Oil 28 - - - 54 18
Crown 10 45 45 - - -
22 - - 78 - -
Processed Food



27. Analysis Exhibit 6(a)
TCIL’s Costs by Segment
Battery Edible Oil Crown Processed Food
Manufacturing Cost 27.000 22.000 25.000 26.000
Selling Cost 800 200 700 600
Distribution Cost 250 250 250 250
Cost of Credit 1.400 450 1.000 1.350
Profit 6.000 3.000 3.000 5.500




28. Should TCIL continue in the Edible Oil
Segment ?
Yes, TCIL should focusing on edible oil segments,
while the soft drink crowns and battery segment are
profitable to be targetted

29. How can TCIL compete with foreign
countries ?
Acquisition with foreign company
Conducting market research related to market needs

30. What strategies can TCIL formulate based on
organizational buying behavior concepts ?
The experiental Hierarchy
affect behavior cognition
Acquisition with foreign company

31. Terima kasih
Pertanyaan ?
Komentar ?
Sanggahan ?