JSW Steel Ltd is an Indian steel company owned by the JSW Group based in Mumbai. It is India's largest private sector steel company with an annual production capacity of 14.3 million tonnes. JSW Steel was formed in 2005 through the merger of Jindal Vijayanagar Steel and Jindal Iron and Steel Company. It has several steel manufacturing plants located across India as well as mining assets in countries like the US, Chile, and Mozambique. JSW Steel produces a variety of steel products including hot rolled, cold rolled, galvanized steel and steel bars. Its main competitors are Tata Steel, Essar Steel and Steel Authority of India Limited.

1. JSW Steel Ltd
From Wikipedia, the free encyclopedia
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JSW Steel Ltd.
Type Public company
Traded as
BSE: 500228
NSE: JSWSTEEL
Industry Steel
Founded 1982
Founder
Sajjan Jindal
(Chairman)
Headquarters Mumbai, Maharashtra, India
Area served Worldwide
Key people
Sheshagiri Rao MVS, Dr.Vinod
Nowal
Products
Steel, flat steel products, long
steel products, wire products,
plates
Revenue
₹485.27 billion (US$7.7 billion)
(2013-14)[1]
Profit
₹13.34 billion (US$210 million)
(2013-14)[1]
Number of
employees
11103
Parent JSW Group
Subsidiaries Ispat industries Ltd
Website www.jsw.in

2. JSW Steel Ltd. (BSE: 500228, NSE: JSWSTEEL) is an Indian steel company owned by the
JSW Group based in Mumbai, Maharashtra, India.[2] JSW Steel, after merger of ISPAT steel, has
become India's largest private sector steel company with an installed capacity of 14.3 MTPA.[3]
As part of the US $18 billion O. P. Jindal Group, JSW Group has diversified interests in steel,
energy, minerals and mining, infrastructure, cement and information technology.[4] JSW's history
can be traced back to 1982, when the Jindal Group acquired Piramal Steel Limited, which
operated a mini steel mill at Tarapur in Maharashtra and renamed it as Jindal Iron and Steel
Company (JISCO).[5]
The Group set up its first steel plant in 1982 at Vasind near Mumbai. Soon after, it acquired
Piramal Steel Ltd., which operated a mini steel mill at Tarapur in Maharashtra. The Jindals, who
had wide experience in the steel industry, renamed it as Jindal Iron and Steel Co. Ltd. (JISCO).
Jindal Vijayanagar Steel Ltd. (JVSL) was set up in 1994, with its plant located at Toranagallu in
the Bellary-Hospet area of Karnataka, the heart of the high-grade iron ore belt and spread over
3,700 acres (15 km2) of land. It is just 340 kilometres (210 mi) from Bangalore, and is well
connected with both the Goa and Chennai Port. In 2005, JISCO and JVSL merged to form JSW
Steel Ltd.
JSW Steel has also formed a joint venture for setting up a steel plant in Georgia. The Company
has also tied up with JFE Steel Corp, Japan for manufacturing the high grade automotive steel.
The Company has also acquired mining assets in Republic of Chile, United States and
Mozambique.
Contents
 1 History
 2 Facilities
o 2.1 Vijayanagar Works
o 2.2 Salem Works
o 2.3 Dolvi Works
o 2.4 Vasind Works
o 2.5 Tarapur Works
o 2.6 Kalmeshwar Works
 3 Products
 4 Competitors
 5 References
 6 External links
History
In 1994, Jindal Vijayanagar Steel (JVSL) was set up with its plant located at Toranagallu in the
Bellary-Hospet area in the State of Karnataka, the heart of the high-grade iron ore belt and
spread over 10,000 acres (40 km2) of land.[6] over a decade. It also set up a plant at Salem with
an annual capacity of 1 million tonne. It is on the threshold of a major expansion plan of adding

3. 3.2 million tons per annum to its at Vijayanagar Plant to achieve 11 MTPA by 2011. It has
established a strong presence in the global value-added steel segment with the acquisition of a
steel mill in US and a Service Center in United Kingdom. JSW Steel has also formed a joint
venture for setting up a steel plant in Georgia. The Company has further acquired iron ore mines
in Chile and coal mines in USA & Mozambique.The current manufacturing capacity of company
is 14.3 MTPA. [7] In Aug 2014, it acquired Welspun Maxsteel Ltd in a deal valued at around
1,000 Crores. [8] JSW has already acquired 3 MTPA Hot Rolling Plant in Dolvi maharashtra (
earlier named Ispat Industries Ltd).
Products
 Hot RolledProduct
 ColdRolledProduct
 GalvanisedProduct
 Pre-paintedGalvanised Product
 Electrolytictinplate
 TMT Bars
 Wire Rods & Special Steel Products
Competitors
Competitors of JSW Steel are Tata Steel, Essar Steel and SAIL.
W Group is one of India's largest business conglomerates, with a strong presence in the core
economic sector based in Mumbai. It has diversified interests in steel, energy, minerals and
mining, aluminium, infrastructure and logistics, cement and information technology.[2] It is led
by Sajjan Jindal and part of the US $ 15 billion O. P. Jindal Group.[3] JSW Steel Ltd, JSW
Energy, JSW Infrastructure, Ispat industries Ltd are subsidiaries of JSW Group.[4]
Canada's CIC Energy Corp agreed to a takeover by JSW in 2010 for USD 414.5 million.[5][6] CIC
Energy owned the licence to explore and exploit the Mmamabula coalfield in Botswana. The sale
fell through in May 2011. However, in August 2012 the Botswana Competition Authority
approved a proposed takeover of CIC Energy by Jindal Steel and Power. Jindal requires large
supplies of coal for its Indian steel plants. Jindal Steel chairman Naveen Jindal is the brother of
JSW chairman Sajjan Jindal.[7]
On 21 December 2010, JSW declared that it will buy controlling interest in Ispat Industries at an
enterprise value of $3 billion to emerge as India's largest producers of the commodity, with an
annual capacity of 14.3 million tonnes.[8][9]

4. Sales Promotion Schemes Project Report
MBA
One of the most difficult marketing decisions facing companies is how much to
spend on promotional John Wanamaker, the departmental - store magazine, said,
"I know that half of my advertising is wasted but I don't know which half."
Thus it is not surprising that industries and companies vary considerably in how
much they spend on promotion. Promotional expenditures might amount to 30-
50% of sales in case in cosmetics industry and only 10-20% in the industrial
equipment industry. Within a industry, a low and high spending companies can be
found.
How do companies decide on
their promotion budget? There
are mainly four methods of sales
promotion :
• Affordable Method :
Many companies set the
promotion budget at what they
think the company can afford.
One executive explained this
method as follows : "Why, it’s
Advertising Effectiveness Project Report
Internal Customer Satisfaction Project Report

5. simple. First I go upstairs to the
controller and how much they
can afford to give us this year.
He says a million and half.
Later, the boss comes to me and
asks how much we should spend
and I say ‘Oh about a million
and half."
It is a method which is uncertain
one and makes long term
planning difficult.
• Percentage of Sales Method :
Many companies set their
promotion expenditures at a
specified percentage of sales.
Accordingly the sales is set on
the basis of sales.
In this a specified sales percentage is decided for the promotional budget
Advantages of this method :
First, its use means that promotional budget vary with what a company can afford.
Second, it encourages the management to think in terms of the relationship among
promotion costs, selling price, and profit per unit,
Third, it encourages the competitive stability to the extent that competing firms

6. spend approximately the same % of their sales on promotion.
Inspite of the advantages, the % sales method has little to justify it. Its reasoning is
circular : It views sales as the determiner of the promotion rather than as a result. It
leads to budget setting by availability of funds rather than by marketing
opportunities.
• Competitive Parity Method :
Some companies set their promotional budget to achieve share-of-voice parity
with other competitors. Two arguments are made in support of competitive parity
method. One is that the competitors expenditure represents the collective wisdom
of the industry. The other is that maintaining a competitive parity helps prevent
promotional wars.
Neither argument is valid. There are no grounds for believing that competition
knows better what should be spent on promotion.
• Objective and Task Method :
The objective & task method calls upon marketers to develop their promotion
budgets by defining their specific objectives, determining the task that must be
performed to achieve these objectives, and estimating the cost of performing these
tasks.
Deciding on the promotion mix :
Companies face the task of distributing the total promotion budget over the five
promotional tools :
• Advertising

7. • Sales Promotion
• Public Relations and Publicity
• Sales Force
• Direct Marketing.
Whatever method a company adopt for promoting its product it must be from
above mentioned method.
What is Sales Promotion ?
Promotion is the final element in the marketing mix. After the nature of product is decided,
its price fixed and the methods of distribution decided, the manufactures has to take effective
steps in meeting the consumers in the markets. In the present consumer oriented markets it is
the duty of manufacturers to know what is required by the consumer. It is also their duty to
make the customers know where, when how and at what prices. The products would be
available.
Meaning of Promotion
The term promotion is the term and includes mainly three type of sales
activity :
1. Mass impersonal selling methods (Advertising).
2. Face to face personal selling (Salesman ship).
3. Activities other than personal selling and advertising such as point of purchase
display (P.O.P.) show and exhibitions, demonstrations and other non securing

8. selling efforts. This form of activity is called ‘Sales Promotion’.
There are two type of promotion blends :-
1. Pull Blend.
2. Push Blend.
Both of these are closely related to the channel of Distribution.
1. A pull blend is one in which mass impersonal, sales efforts are given the
greatest emphasis. The purpose of pull blend to pre-sell to the final consumers. So
that they demand the product at the retail level of distribution. The firm adopting
this strategy would spend more on advertising and sales promotion rather than in
personal selling. These efforts pull down the product from the manufacturer.
2. A push blend emphasizes personal selling. Naturally firms adopting this method
develop a strong sales force at both the distributor and the dealer level. This
method would tends to push the product through the channel of distribution.
Promotion and Selling
The term promotion is very often used as a synonym for selling. But selling is a narrow
term which includes only transfer of title or personal selling. Promotion on the other
hand is broader in its outlook and includes a variety of activities used ultimately for
increasing sales volume.
Promotion and Sales Promotion
Similarly the terms sales promotion can not be taken to mean what is commonly does. Sales

9. promotion, is only a part of the promotion. Basically promotion is an "exercise" in
information persecution and influence. Promotion has come to mean the over all co-
ordination of advertising selling, publicity and public relations. Promotion is a helping
function designed to make all other marketing activities more effective and efficient. But
sales promotion as such helps only the selling activity still, there exit same difference of
opinion on the real connection of the term sales promotion.
Acc. to A.H.R. Delons :-
"Sales promotion means any step that are taken for the purpose of obtaining or increasing
sales".
Acc. to W.Q. Kelly Opines :-
"Muddled misused misunderstood that is sales promotion Acc. to him the field of
sales promotion as a marketing activity is still vaguely defined and organized.
Sales Promotion and Advertising
There is no universally accepted distribution between these two terms. To same advertising
includes all forms of mass media communication directed towards influencing the end
consumer. Sales promotion on the other hand, includes the form of mass communication
directed towards information and influencing the channel of distribution (e.g. distributors,
retailers etc.). Hence a price of product literature distributed by retailers in sales promotion.
These sales promotion merges on one side in to advertising and on the other in to personal
salesman ship. It is concerned with the dissemination of information to whole salers,
retailers, customers (both actual and potential, and to the salesman).
Sales promotion is concerned with the creation. Application and dissemination of material

10. and techniques that supplement advertising and personal selling. Sales promotion makes use
of direct mail, catalogues, trade shows, sales contests, premiums, samples, windows displays
and other aids. Its purpose is to increase the desire of salesman, distributors and dealers to
sell a certain brand to make consumers more eager to buy that brand. Personal selling and
advertising do include prospects to make these decisions. Sale promotion provides an extra
stimulus.
Objective of Sales Promotion
1. To increase sales directly by publicity through media which are complementary to press
and poster advertising.
2. To disseminate information through sales man dealers etc. So as to insure the product
getting in to satisfactory use by the ultimate consumer.
3. To attract new consumer.
4. To face the competition effectively.
5. To help salesman in selling more to the retailers and consumers.
6. To check seasonal decline in sales. Generally speaking sales promotion involves rendering
the following services:-
(a) Services to dealers.
(b) Services to own salesman.
(c) Special publicity.
Sales Promotional at different levels

11. 1. Sales promotion at Dealers Level :-
It may include various schemes some of which are discussed here.
(i) Advertising Materials :-
The advertising material prepared by the company such as store signs, banners, shelf signs,
board etc. are distributed to sub dealer for display purposes this is in fact a method of
advertising.
(ii) Store Demonstration :-
In the promises of the whole saler or the retailer the products sales personnel will conduct
special demonstration for the companies product. A personal demonstration is good to
introduce a new product at its peculiar advantage can be high lightened and the consumer’s
doubt clear. It can be used to restimulate an old product. A good demonstration with a great
dealer of action will draw heavy crowds in to the store and will attract attention to the
product.
(iii) Special Display and Shows :-
These are in seasonal in character but could be arranged in an elaborate manner and for all
the products of an company. Usually these are arranged along with trade fair and exhibition.
Besides effecting sales these shows impress the company’s name generally on the public.
Sales promotion at consumer’s level
The various schemes of sale promotion at Consumer’s Level may include.
1. Coupons (A Chit of Stated Value) :-
These are given directly to the consumer these coupons are in most cases kept
inside the package. The consumers many receive a price reduction of the stated
values of the coupon at the time of purchase. The retailer receives reimbursement

12. for the value of the coupon form the manufacturer. Coupons act as a short run
stimulus to the sale of the product, since they are directly tied with the purchase of
the item. They encourage the retailer to stock the product.
What is important is that a coupon offer does not spoil the named price of the
brand nor does it un pair the margin of the dealers. But it is not easy to measure
the effectiveness of a coupon offer. One over knows how many customer would
have bought the product without the incentive. It is also difficult to find out how
many customers were held after the coupon offer expired.
2. Price-off-offer (Also known as bargain offer price packs) :-
This offer is intended to stimulate the sales during a slump season. In this method
the customer is offered a reduction from the printed price list. It is also used when
a substitute for competing product enters the market.
Many experts on sales promotion fed that ‘Off Schemes’ are among the weaker
and less desirable methods of promotion. These can be trade resentment
particularly when the retailer raises the price to retain his margin. Secondly that is
not conductive to building up brand loyalty. Consumers may simply shift to the
products that offer this scheme.
3. Samples :-
In the hope of converting a prospect into a customer a sample (Some quantity of
the product) may be given. This helps the consumer to verify the real quality of the
product. Various pair manufacturing companies offer this method. For developing
brand loyalty this method is quite useful. Sampling is a fast method of demand
creation because one knows the result as soon as the consumer has had time to use
the sample and buy the brand.

13. Disadvantage of Sampler :-
Offering sample in quit expensive. There is the cost of producing samples. The
distribution costs are also high. Sample have to be mailed to potential customers or
to be distributed through retail shops. There are also problems when the real
product does not resemble the sample supplied.
4. Money Refund Offer :-
An offer usually stated on the package is that manufacturers will return with in a
stated period part or all of the purchaser’s money if he is not completely satisfied
with the product.
5. Trading Stamps :-
A premium in the form of stamps is given by the sellers to consumers while selling
goods. The number and value of stamp that the buyer receives depends on the
values of the purchase. These stamps are redeemable through premium catalogues
at the stamp redemption centres.
6. Buy-Back Allowance :
This an allowance following a previous trade deal not offer a certain amount of
money for new purchases based on the quantity of purchases on the first trade
deal. It extends the life of a trade deal and helps to prevent part deal sales decline.
It greatly strengthens the buyer’s motivation to co-operate on the first deal.
7. Premium :-
There are various forms of premiums provided by the manufacturer as sales
promotional devices :-

14. (a) Coupons are supplied for effecting price reductions.
(b) Factory in pack premium these are popular in the case of Body food and Tin
food items, Spoons, Cups, Measuring, Glass etc. and such other items are packed
with the product in the box itself. Factory in pack premium are particularly goods
for product meant for children. The Binaca Toothpaste packs contain animal shape
toys. These are very attractive and qutie popular among the children.
(c) Self Liquidating Premiums :-
The cost of the premium is collected from the buyer himself. But when the buyers
pays for it he has to pay only a considerably low price for the premium. This is
possible for the manufacturer purchases the items in bulk at a premium and his
cost per unit as is substantially low.
Other Steps by Manufacturer for Promoting Sales
Dealers can be helps in different ways :-
1. Communicating Market News :-
Often this service is reciprocal the manufacturer may acquaint his dealer with the
fact relating to his production and prices while the dealer may familiarize him in
return with the information bearing on charges in the consumer's demand, their
like and dislike complaints and criticism, substitutes etc.
2. Inviting to Sales Conference and Convention :-
The gestures of regard and respect pave the way for better relation and co-

15. operation.
3. Offering Reasonable Terms of Sale :-
Of all the forms of encouragement, the monetary incentive evokes immediate
response. Hence every producer must offer the most responsible terms of sale such
as longer periods of credit and higher rates of descants.
4. Supplying suitable packages and useful things.
5. By taking the return back.
6. By furnishing them with sales literature and display materials.
Aggressive Selling
Meaning :-
Goods are produced for market. Manufacturers have to make efforts to sell all
they produce. When the manufacturers uses various sales efforts to obtain
increased sales volume for his product it is called aggressive selling or offensive
selling. The sales efforts which a manufacturer makes to retain his customers i.e.
to protect his already established market against against his competitors is termed
as defensive selling. In contrast to this aggressive selling is concerned with the
sales efforts made with the express objective of selling more by expanding the
market for the product of the selling firm.
Aggressive Selling and Defensive Selling :-
Aggressive selling is based on the answer to the question how much does the firm

16. gain (in term of sales with profit) by using this method defensive selling is based
on consideration as to how much the firm will lose if it does not use this method
increase of sales can be obtained from two sources:-
1. New customers if the market is expending.
2. From the competitors i.e. those consumers who were purchasing similar product
of competiting firms, if the market for the product is static.
Acc. to H. Whitehead :-
"In case of an expanding market all the firm may stand to gain by following the
methods of aggressive selling but if the market is static manufacturer of a new
market will have to be much more aggressive to capture the established market of
competitors".
When Aggressive selling is resorted ?
Usually manufacturer of a new product has to do aggressive selling :-
1. When the product has been improved.
2. When the manufacturer’s product is supervisor in quality to the product of the
established competitor.
3. When the total market for the product or line of product to expanding.
4. If the manufacturer’s share of the market is comparatively small.
5. If the manufacturer has unused production capacity with heavy investment in
plant and equipment he will like to develop the demand for his product rapidly so
that demand for his product is equal to the optimum production capacity of his

17. plant ; and
6. When primary demand for a product must be created and provision must be
made in the channel of distribution to educate consumers regarding the new
product and to instruct them in its use.
Method of Aggressive Selling :-
Sales promotion efforts use for aggressive selling may be divided in two classes.
1. Trade Promotion.
2. Consumer Promotion.
1. Trade Promotion :-
Under trade promotion methods special incentives are offered to the trader to buy
products of the firm. Such incentive may take one or more of the following firm :-
(a) Cash Allowance :-
A definite percentage of discount is allowed on the purchase of given unit of a
product.
(b) Extra Product :-
Instead of giving any cash allowance extra product is given with each unit of
product ordered. For instance if a box normally contains 20 Cakes of Soap, special
box contains 25 cakes may be made and sold at the same price as that of the box of
20 cakes.
(c) Gifts :-

18. Various gifts are awarded in return for an order of a particular magnitude.
2. Consumer Promotion :-
Under consumer promotion method special incentives are offered to the
consumers to buy the firms product. The more prominent amongst such incentives
are as following.
(a) Coupons :-
A coupon of a giving value is sent to the consumer. By presenting this coupon to
the retailer consumers can purchase a particular product mentioned on the coupon
at a reduced price. The retailer sells the products mentioned. In the coupon to such
consumer (consumers presenting the coupons) under and agreement with the
manufacturer at a price lower than the user retail price. Thus the consumer get the
benefit of reduced price to the extent of the value of the coupons.
(b) Self Liquidating Offers :-
Under this system, the firm offers an article at an attracting price if the consumer
send a given sum of money accompanied by a given number of box tops from the
packages of a particular product the benefit to the consumer is that he receives the
articles at a bargain price.
(c) Bargain Packs :-
Under this system a product is sold at a reduced price for a short period Bargain
pack method encourages new consumers to try the product. It is also helpful in
obtaining large displays in the shops.

19. (d) Sampling :-
The method involves giving the product or a small quantity of the product to a
consumer free with the hope that the customer will be favourable impressed with
its actual use and will eventually become a regular purchaser of the product.
A firm selling new product or an extensively improved product finds this methods
useful. Also a firm whose market is hold by competitors whose free sampling
almost expensive.
The above mentioned methods may be reinforced by adopting.
(i) Direct method of selling through.
(ii) Offer of door to door selling.
(iii) Hire purchase and installment payment methods of selling and by forming
combination.
Other Methods of Aggressive Selling :-
(i) Employment of ‘Missionary Salesman also known as Promotional Salesman’.
These salesman call upon retailers and aggressively promote a product.
(ii) Instead of using wholesalers, the firm may develop its own sales force to call
directly on retailers.
(iii) The firm may follow a compromise method by employing a manufacturer’s
agent and giving him a large enough commission to encourage him to sell product
intensively and aggressively.
(iv) New territory exploitation sales promotion has a particularly important role in

20. developing the company’s product in new territories.
(v) Increment and promotions.
(vi) Letters to dealer and Customer.
In fact, an ingenious sales manager can devise any number of incentives schemes
for promoting the sales volume.
Project Report on Sales Promotion Schemes .................
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