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A study on Export Marketing and CRM
With reference to Visakhapatnam Steel Plant

Under the guidance of
Dr. Y. SRINIVASULU
Reader
Dept. of International Business
Pondicherry University

Presented by
Mr. K. MANOJ KUMAR
Reg. no: 12382041
Dept. of International Business
Pondicherry University
Company Profile
Visakhapatnam Steel Plant (VSP), is the first shore
based
integrated
steel
plant
located
at
Visakhapatnam, Andhra Pradesh
Vizag steel is known for its Quality and it is a market
leader in long products with a share of 8.1%
VSP exporting finished products to countries like
USA, UAE, Thailand, Bangladesh, Nepal, Srilanka,
China, Indonesia, South Korea, Vietnam, Malaysia
etc.,
Steel Products
By-Products
Billets
Rounds
Rebars
Angles
Beams
Squares
flats

Benzene
Nut coke
Coke dust
Coal tar
Wash oil
Ammonium sulphate
Lime fines

Share of Long Products in 2012-13
4.9

Unit: %

4.5 4.5

6.3
8.1
71.8

Others

RINL

SAIL

TATA

JSW

JSPL
VSP Distribution network
Objectives of the Study
To study the Export Marketing and Documentation procedure of
Iron and Steel.
 To study the Marketing activities of RINL – Visakhapatnam
Steel Plant to improve the exports.
To do a analytical research on the effectiveness of the CRM
activities to improve customer satisfaction.
To understand the various functions carried out by different
departments in the plant and their interdependency.
Research Methodology
 Primary Data: Collected using a Questionnaire and interaction with
the employees and customers
 Secondary Data: Company web source, Journals and Annual sales
report, etc.,
 Sample size: 120
 Sampling unit: Customers & employees of VSP
 Sampling method: Convenience sampling
 Tools used for analysis:
 Simple percentage analysis
 Chi-Square test
Data Analysis
Factors influencing the customers to choose
RINL products
46.25%
No of Customers

30

Percentage

32.50%

25
20

37

15

26

13.75%

10
5

5

6.25%

Quality

Price

11

2 2.50%

0
Availability

Reliability

45
40
35
30
25
20
15
10
5
0

50%

No of
customers

33.75%

16.25%

0

0

40%
30%

40
27

20%
10%

13

0%
Excellent

Above all

60%

50.00%

Good

Average
Rating

Poor

Very poor

Alternatives

Customer Service

Consistency in the Product Quality
70%
61.25%

50

60%

No of
customers

40
30
20

49

50%
40%
30%

26.25%

20%
12.50%

21

10

10
0
Excellent

Good

Average
Rating

0 0.00%
Poor

0
0.00%

Very poor

10%
0%

No of customers

60
No of customers

No of customers

35

50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

No of customers

40

Promotional Activities

50
45
40
35
30
25
20
15
10
5
0

55.00%

60%
50%

No of
customers

40%
25.00%

30%

44
8.75%
0

11.25%
20

20%
10%

9

7

0%
Excellent

Good

Average
Rating

Poor

Very poor
Data Analysis
Packing, labelling & Colour coding of
Products

40
Excellent
35%

30
20

Good
65%

10
0

Pricing Strategy used

Export Performance
35
80.00%

30
No of Samples

No of respondents

Export Pricing strategy

25

No of Samples

20

Percentage

32

15
10
5
0

15.00%
2 5.00% 6
Excellent

Good

0
Average
Rating

0

Poor

Very poor

90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Findings of the Study
 Majority of the customers choose VSP because of its consistency in Product Quality
and availability of the products in time
 VSP exports their products on F.O.B basis only. At present VSP is spending nearly Rs.
10 crores per year as FOB charges.
 VSP mainly exports their products to the neighboring countries like Bangladesh, Nepal
and Srilanka.
 VSP exports only ISO 9002 certified products.
 Promotional activities of VSP to improve its exports are poor.

 CRM is managed by the executives of VSP; no software is used for the CRM
implementation. Survey done by the external agencies is used to identify the potential
customers. Also customer feedback forms are used to understand the needs and
wants of the customers.
 VSP is planning to set up a new branch in Myanmar and Singapore to explore the
opportunities in the International market. Recently, International Marketing Office
(IMO) has been established in Colombo, Sri Lanka
 VSP is making alliances with some trading companies abroad This may strengthen the
market of VSP in the foreign market.
Suggestions
 As VSP is producing iron and steel products of high standards and company has
given a major thrust to exports, it has to take promotional activities in large scale.
 In the present marketing situation where customers hold the key it is important to
influence the customers. the company has to go for global promotional campaigns to
attract the customers.
 VSP can conduct seminars and customer counseling at international level so as to
make foreign customers aware of the quality product available in India at a competitive
price.
 VSP has only one office in the exports division .This makes it difficult for procuring
orders directly from the customers. So it will be better for the company to open
international branch in regions where VSP exports large share of its total exports.

 VSP can use the following to ensure customer satisfaction – Call center, Online
customer feedback, Magazines, Sending letters to customers, Privilege cards, Extension
of credit etc.,
Conclusion
The changed scenario of business left us with a huge market to
explore. There is no restriction for place/market. It’s the same for an industry
like steel. Export is the easy way to enter the foreign market.

In this project, All the suggestions given are directed towards the twin
objective of strengthening the market and improving the customer relationship
between the company and its customers.
VSP has yet to do a lot towards “customer oriented marketing” to
attract more and more customers because the customer holds the key for
success of any organization.
Bibliography
Websites








www.vizagsteel.com
www.exim-policy.com
www.eximguru.com
www.dgft.gov.in
www.businessvibes.com
www.scribd.com
www.economywatch.com

Other sources
 “A practical approach to
Marketing Management” by
Kujnish Vashist
“Export-import procedures
Documentation and Logistics” by
C. Rama Gopal
A Strategy Model for Export
Marketing. Nikhilesh Dholakia and
Rakesh Khurana.
THANK YOU
Each and everyone for your time

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Manu's Project - A Study on Export Marketing and Customer Relationship Mangement with special reference to Visakhapatnam Steel Plant

  • 1. A study on Export Marketing and CRM With reference to Visakhapatnam Steel Plant Under the guidance of Dr. Y. SRINIVASULU Reader Dept. of International Business Pondicherry University Presented by Mr. K. MANOJ KUMAR Reg. no: 12382041 Dept. of International Business Pondicherry University
  • 2. Company Profile Visakhapatnam Steel Plant (VSP), is the first shore based integrated steel plant located at Visakhapatnam, Andhra Pradesh Vizag steel is known for its Quality and it is a market leader in long products with a share of 8.1% VSP exporting finished products to countries like USA, UAE, Thailand, Bangladesh, Nepal, Srilanka, China, Indonesia, South Korea, Vietnam, Malaysia etc., Steel Products By-Products Billets Rounds Rebars Angles Beams Squares flats Benzene Nut coke Coke dust Coal tar Wash oil Ammonium sulphate Lime fines Share of Long Products in 2012-13 4.9 Unit: % 4.5 4.5 6.3 8.1 71.8 Others RINL SAIL TATA JSW JSPL
  • 4. Objectives of the Study To study the Export Marketing and Documentation procedure of Iron and Steel.  To study the Marketing activities of RINL – Visakhapatnam Steel Plant to improve the exports. To do a analytical research on the effectiveness of the CRM activities to improve customer satisfaction. To understand the various functions carried out by different departments in the plant and their interdependency.
  • 5. Research Methodology  Primary Data: Collected using a Questionnaire and interaction with the employees and customers  Secondary Data: Company web source, Journals and Annual sales report, etc.,  Sample size: 120  Sampling unit: Customers & employees of VSP  Sampling method: Convenience sampling  Tools used for analysis:  Simple percentage analysis  Chi-Square test
  • 6. Data Analysis Factors influencing the customers to choose RINL products 46.25% No of Customers 30 Percentage 32.50% 25 20 37 15 26 13.75% 10 5 5 6.25% Quality Price 11 2 2.50% 0 Availability Reliability 45 40 35 30 25 20 15 10 5 0 50% No of customers 33.75% 16.25% 0 0 40% 30% 40 27 20% 10% 13 0% Excellent Above all 60% 50.00% Good Average Rating Poor Very poor Alternatives Customer Service Consistency in the Product Quality 70% 61.25% 50 60% No of customers 40 30 20 49 50% 40% 30% 26.25% 20% 12.50% 21 10 10 0 Excellent Good Average Rating 0 0.00% Poor 0 0.00% Very poor 10% 0% No of customers 60 No of customers No of customers 35 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% No of customers 40 Promotional Activities 50 45 40 35 30 25 20 15 10 5 0 55.00% 60% 50% No of customers 40% 25.00% 30% 44 8.75% 0 11.25% 20 20% 10% 9 7 0% Excellent Good Average Rating Poor Very poor
  • 7. Data Analysis Packing, labelling & Colour coding of Products 40 Excellent 35% 30 20 Good 65% 10 0 Pricing Strategy used Export Performance 35 80.00% 30 No of Samples No of respondents Export Pricing strategy 25 No of Samples 20 Percentage 32 15 10 5 0 15.00% 2 5.00% 6 Excellent Good 0 Average Rating 0 Poor Very poor 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
  • 8. Findings of the Study  Majority of the customers choose VSP because of its consistency in Product Quality and availability of the products in time  VSP exports their products on F.O.B basis only. At present VSP is spending nearly Rs. 10 crores per year as FOB charges.  VSP mainly exports their products to the neighboring countries like Bangladesh, Nepal and Srilanka.  VSP exports only ISO 9002 certified products.  Promotional activities of VSP to improve its exports are poor.  CRM is managed by the executives of VSP; no software is used for the CRM implementation. Survey done by the external agencies is used to identify the potential customers. Also customer feedback forms are used to understand the needs and wants of the customers.  VSP is planning to set up a new branch in Myanmar and Singapore to explore the opportunities in the International market. Recently, International Marketing Office (IMO) has been established in Colombo, Sri Lanka  VSP is making alliances with some trading companies abroad This may strengthen the market of VSP in the foreign market.
  • 9. Suggestions  As VSP is producing iron and steel products of high standards and company has given a major thrust to exports, it has to take promotional activities in large scale.  In the present marketing situation where customers hold the key it is important to influence the customers. the company has to go for global promotional campaigns to attract the customers.  VSP can conduct seminars and customer counseling at international level so as to make foreign customers aware of the quality product available in India at a competitive price.  VSP has only one office in the exports division .This makes it difficult for procuring orders directly from the customers. So it will be better for the company to open international branch in regions where VSP exports large share of its total exports.  VSP can use the following to ensure customer satisfaction – Call center, Online customer feedback, Magazines, Sending letters to customers, Privilege cards, Extension of credit etc.,
  • 10. Conclusion The changed scenario of business left us with a huge market to explore. There is no restriction for place/market. It’s the same for an industry like steel. Export is the easy way to enter the foreign market. In this project, All the suggestions given are directed towards the twin objective of strengthening the market and improving the customer relationship between the company and its customers. VSP has yet to do a lot towards “customer oriented marketing” to attract more and more customers because the customer holds the key for success of any organization.
  • 11. Bibliography Websites        www.vizagsteel.com www.exim-policy.com www.eximguru.com www.dgft.gov.in www.businessvibes.com www.scribd.com www.economywatch.com Other sources  “A practical approach to Marketing Management” by Kujnish Vashist “Export-import procedures Documentation and Logistics” by C. Rama Gopal A Strategy Model for Export Marketing. Nikhilesh Dholakia and Rakesh Khurana.
  • 12. THANK YOU Each and everyone for your time