The document discusses a study on customer perception, satisfaction, and market potential for Jindal Stainless Steelway Limited (JSSL). It summarizes JSSL's profile, products, industries served, and reasons for inactive customers. It also describes market mapping conducted in North and Western Karnataka to identify new customers. The study found that over 75% of customers surveyed were satisfied with JSSL's services and quality. It recommends that JSSL improve logistics, pricing, and credit policies to enhance customer satisfaction further.

1. A STUDY ON THE CUSTOMER PERCEPTION,SATISFACTION AND
MARKET POTENTIAL OF JSSL
Presented By
Adhamki Dileep Kumar
11407174

2. COMPANY PROFILE
 Jindal Stainless, a part of the $ 18 billion USD, OP Jindal group is the largest
integrated manufacturer of stainless steel in India.
 Ranked amongst the top 10 stainless steel manufacturers in the world, with
a capacity of 1.8 million tons.
 Jindal Stainless Steelway Ltd., the domestic Jindal Stainless service centre
network, offers convenient, customised, just-in-time services to the
doorsteps of its customers.

3. Cont..,
 Manufacturing Plants : Hisar,Jajpur,Vishakapatnam
 Service Centres : Gurgaon, Mumbai, Chennai and Vadodara
 Warehouses : Hyderabad and Kolkatha
 Stainless Steel Capacity : 780,000 tons (Hisar Plant)
1,000,000 tons (Jajpur Plant)

4. MISSION, VISION & VALUES
Mission
 To strive to be a world class service center of stainless steel through constant
learning & quality improvement.
Vision
 committed to provide world class ethical & quality service for customer delight.
 Treat Stakeholders as 'partners' in progress.
 Creating value for all stakeholders.
 Be a good corporate citizen.
Values
 Credibility
 Commitment
 Customer satisfaction
 Continuous Improvement
 Teamwork

5. PRODUCTS
Cold Rolled (CR) :
• Cold Rolled Coils
• Strips / Sheets
• Cut Blanks
Hot Rolled (CR) :
• HR Plates
• Sheets
• Coils

6. Cont..,
 Over 150 grades of SS available, usually categorized into 4 series containing
alloys.
classes for Stainless Steel:
 200 series = chromium, nickel,manganese (austenitic)
 300 series = chromium, nickel (austenitic)
 400 series = chromium only (ferritic)
 500 series = low chromium <12% (martensitic)

7. INDUSTRIES TO SERVE
Automobile Pipe and Tube Railway
Industrial Fabrication Kitchen Appliances ABC

8. NEED AND SCOPE OF THE STUDY
1. To study on inactive customers and make them active by formulating the
action plans for retain them.
2. Market mapping in north and western Karnataka regions for identifying new
customers and make them potential customers to JSSL.
3. To study on
 A ) Factors influencing consumer behaviour
 B ) Marketing strategy formulation
 C ) Study on customer perception towards JSSL

9. STUDY ON INACTIVE CUSTOMERS
 There are 150 in active customers in across south india. In this study brought
the key reasons for leaving from JSSL through using phone communication.
Customer Name Address Contact Person Contact No Reason for In Active
Asian Metals ASIAN METALS,210 LINGHI
CHETTY STREET,Chennai - 600
001
Mr R K Sharma 044 - 23463570
9841082432
Credit issue
ATS Chem
Equipments Pvt
Ltd
C-27, Sidco Industrieal estate,
Hosur-635 126.
Mr.Sreedharan 94433-76731, Credit issue
Manisha Metal MANISHA METAL & CO,
No: 19, Ground Floor, Green
View Colony,
Mugappair,
Chennai-600 050
Mr.Bhavanisingh Ph- 044-23468273-
044-42060161 Cell-
9444192612
Delivery problem

10. Cont..,
Key Reasons for Leaving from JSSL
 Credit policy
 Availability of material
 Price issues
 Just in time delivery
 No quick response from management

11. Cont..,
Action Plans for Customers Retention
 Logistics operations should be handle by specialized supply chian management
department.
 Prices of JSSL is always higher then the open market prices. In oreder to rise the
customers either it should be equals to competitor price or just below to the
competitor price.
 Need to revise credit policy for small and medium size business units.
 A separate customer quiery response team should be there.
 Warehousing should be arranged in every state to meet the regular demand of
the material as per the customer requirement.

12. MARKET MAPPING IN NORTH AND WEST
KARNATAKA
 This study for Identifying new stainless steel customers and engaging with them
and pushed to buy steel from JSSL. Found 28 new customers from Hubbali,
Dharwad and Belguam. This activity helped to company to increase the sales
volume of 25 to 30 tons.
S.no Name Location E-mail Contact no
1 Mohire machining
Works
Belgaum gmohire@gmail.com 9243221895
2 Shree Steels and Pipes Belgaum shreesteels4pipes@gmail.com 9844915343
3 Metal Crafts Belgaum metalcraftsbgm@vsnl.net 9449650241
4 RD.Hydrothrust Belgaum rdhydrothrust@yahoo.com 9480539513
5 Creintors Belgaum shrikant.m@creintors.com 7795000804

13. FACTORS INFLUENCING CONSUMERS BEHAVIOR
 Price
 Quality
 Logistics
 Promotions

14. MARKETING STRATEGY FORMULATION
 Marketing strategy is the fundamental goal of increasing sales and
achieving a sustainable competitive advantage. Marketing strategy
includes all basic, short-term, and long-term activities in the field of
marketing.
 The Promotional Activities would be help to the company for expanding
the market share.
 JSSL should follow PUSH strategy for attracting towards the company.

15. CUSTOMER SATISFACTION TOWANDS JSSL
 This study on the customer perception and satisfaction towards the Jindal
Stainless Steelway Limited.Took response from 30 customers in Bengaluru by
using dichotomous and likert scale questionnaire.
METHODOLOGY
 Primary data:- First-hand the data were collected using questionnaire,
face-to-face interaction.
 Sampling Design
In this survey I have used Non Random Sampling to collect the data. Both
the Qualitative and Quantitative analysis I have done on this research.

16. FINDINGS
 Found 76.67% customers are satisfied with the services offered by Jindal
Stainless Steelway Limited.
 In this research it has shown 86.67% customers were agreed that quality of
steel is very good
 Found that 53.33% customers feel that with responses for their queries from
management side is good.
 In this survey that 83.37% customers are attracted towards the quality of
products amoung price,just in time delivery and availability.
 In this survey I have found that 80% of customers are satisfied with the
overall experience with Jindal Stainless Steelway Limited
 In this study I have found, there is a huge market potential in Karnataka.

17. RECOMMONDATIONS
 Businesses should start buildding their marketing strategies around the concept of
relationship marketing in order to attain higher levels of customer satisfaction and
retention and use it as differentiator from their competitors.
 Companies should also try to achieve business growth through fostering closer
relationship with the customers with the help of customer relationship
management.
 It would also be recommended that ,A separate customer quiery response team
should be there ,so that problems can be identified and response to small and
medium business customers will be fulfilled.
 Companies need to asses the way their competitors deal with their suppliers and
devise strategies to serve the customers better than their competitors.

18. CONCLUSION
 Service and quality of the product plays a vital role in the market.I have
found that out of 30 respondents 76.67% customers are satisfied with the
services and 86.67% customers are highly satisfied with the product quality
of Jindal Stainless Steelway Limited as well as the company should be
upgrade logistics and credit policies for enhance the high customer
satisfaction. At the end it could be concluded that, there is a significant
positive relationship between the service quality and prominent satisfaction
given by management team to customers has been proved by customer
satisfaction survey.