Jindal Stainless Ltd is one of the largest stainless steel producers in India with an annual capacity of over 720,000 tons per year. A market study of JSL was conducted through a questionnaire distributed to 20 customers. The results showed most customers purchase between 250-1000 tons of stainless steel per month from JSL, primarily in the form of plates and coils. While prices were seen as higher than competitors and delivery times sometimes delayed, quality and after-sales service were viewed positively. Suggestions included reducing costs and improving transportation to better serve customers.

1. Market
Study of
Stainless
Steel Plate
Presented By:
Suraj K S Tanwar
2015A141MBA

3. JSL Group Overview
• Founded by Shri O.P Jindal in 1970, Jindal Stainless is one
of the largest stainless steel conglomerates in India and
ranks amongst the top 10 stainless steel conglomerates in
the world. It’s not only the magnitude of their operations
that determines their credibility and name, but they remain
inspired by their vision for innovation and enriching lives.
Jindal Stainless Group has an annual crude steel capacity of
1.8 MTPA and the group has an annual turnover of Rs
14,500 cr.
• JSL growth has been backed by the excellence of their
people, value driven business operations, customer
centricity, adoption of one of the best safety practices in the
stainless steel industry and a commitment for social
responsibility.

5. JINDAL STAINLESS (HISAR)
LIMITED
• The Hisar plant was established in 1975 when Shri O.P
Jindal, envisioned a self reliant India for meeting its
stainless steel demand. Stainless steel then was no less than
a luxury metal and India was completely dependent on
imports to fulfill its demand, which imports attracted duties
of up to 300%. It was Shri O.P Jindal’s vision and his
pioneering spirit that led to the establishment of the Hisar
plant, India’s first stainless steel manufacturing unit. Today,
it is a fully integrated Stainless Steel plant with a capacity
of 800,000 TPA. It is also the world’s largest producer of
Stainless Steel strips for razor blades and India’s largest
producer of coin blanks, serving the needs of Indian and
International mints.

6. APPLICATIONS
• HOME: Kitchen sinks, pans, ovens & furniture.
• TOWN: Bus shutters, telephone booths, lifts, building
facades, escalators, subway trains and station
infrastructure.
• INDUSTRY: Equipment for the manufacture of food
products and pharmaceuticals, plant for the
treatment of portable and waste water,
Components of aero engines, fuel & chemical
tankers, beverages, packaging machines,
chemical tanks, boilers, railway industries,
blades etc.

10. Market Study Of Stainless Steel
Plate
• Market study is any organized effort to gather information
about target markets or customers. It is a very important component
of business strategy. The term is
commonly interchanged with marketing research; however, expert
practitioners may wish to draw a distinction, in
that marketing research is concerned specifically about marketing
processes, while market research is concerned specifically with
markets.
• Market study is one of the key factors used in maintaining
competitiveness over competitors. Market study provides important
information to identify and analyze the market need, market size and
competition. Market study techniques encompass both qualitative
techniques such as focus groups, in-depth interviews, as well as
quantitative techniques such as customer surveys, and analysis of
secondary data.

13. OBJECTIVES OF THE STUDY
• To study the marketing stratergy of JSL
• To study the marketing channel of JSL
• SWOT analysis of company
• To gather the data and check out the customers
buying behaviour towards JSL products
through questionnaire

14. REASEARCH METHODOLOGY
• Research methodology is way to
systematically solution of the research
problem. It include:
Title of the study:
Market Study of Stainless Steel Plate
Type of Research:
Exploratory Research
Time of Research:
Research time is 45 days in JSL Hisar

15. SAMPLE DESIGN
SAMPLE SIZE
• The sample size has been 20 customers of JSL. Conclusions
had been arrived at using the response of the questionnaire.
SAMPLING METHOD
• Judgment samples are taken through Non-probabilistic
sampling method
SAMPLE AREA
• Area Sampling and the area of sampling is Hisar.
DATA COLLECTION METHOD
• Primary Data via Structured Questionnaire.
• Secondary Data via Company Books, Magazine etc.

16. LIMITATION OF THE STUDY
• Time constraint is one of the limitation.
• Study is limited to only 20 customers of JSL
• The accuracy of the analysis and conclusion
drawn entirely depends upon the reliability of
the information provided by the employees.
• The time duration for the project is limited to
eight weeks so it was difficult to analyse the
trainings needs at micro level.

17. ANALYSIS
OF
OBJECTIVES

19. THERE ARE TWO MAJOR
COMPONENTS TO THEIR
MARKETING STRATEGY:
How their enterprise will address the competitive
market place.
How they will implement and support your day to
day operations.

20. Strategy followed by JSL
• COST LEADERSHIP is a concept developed by
Michael Porter, utilized in business strategy. It
describes a way to establish the competitive
advantage. Cost leadership, in basic words, means the
lowest cost of operation in the industry.
• A FOCUS STRATEGY in which a company
concentrates its resources on entering or expanding in a
narrow market or industry segment. A focus strategy is
usually employed where the company knows its
segment and has products to competitively satisfy its
needs.

21. PRICING STRATEGY
The pricing strategy adopted by JSL is the
Market Penetration Strategy. This
strategy is based on the assumption that demands
for the product is highly elastic. By setting
relatively low price JSL has managed to obtain
large market share. The advantage of this kind of
pricing is that it discourages competition since
there is less opportunity to reap unusual benefits
on investment.

22. PROMOTION STRATERGY
• Product Family advertising
If your offering is part of a group or family of
offerings that can be of benefit to the customer as
a set, then the product family ad can be of benefit.
• Corporate advertising
When you have a variety of offerings and your
audience is fairly broad, it is often beneficial to
promote your enterprise identity rather than a
specific offering.

23. Cont…
• Product Benefits advertising
When you want to promote your offering without
comparison to competitors, the product benefits ad is
the correct approach. This is especially beneficial when
you have introduced a new approach to solving a user
need and comparison to the old approaches is
inappropriate.
• Product Comparison advertising
In a market where your offering is one of several
providing similar capabilities, if your offering stacks up
well when comparing features then a product
comparison ad can be beneficial.

24. Competitors of JSL in INDIA

26. THERE ARE FOUR TYPES OF
DISTRIBUTION CHANNELS
– Direct Sale
– Through JSL Depot
– Through Dealer network(agents, traders)
– Through Service centers of the company.

27. Cont…
• Direct Sale:
This Jindal Group has developed into a multi-
faceted organization mainly deals in direct
marketing and branch network. Company
dispatches their products directly from plant to
customer. Direct marketing helps companies to
focus their marketing efforts. To avoid
intermediary conflicts and reach out to the
customer, companies use the direct marketing
route.

28. f
• JSL Depot:
A Company opens their depot in the major
cities like Mumbai & Chennai, where there are
more customers. Main purpose of opening the
depots is to take order from the small
customers of that region & to cater them on
JIT concept basis.

29. • Through Dealer Network
Individual or firm that buys goods from a producer or
distributor for wholesale and/or retail reselling.
Unlike a distributor, a dealer is a principal and not an
agent.

30. • Through Service Center
Their service centers specialize in the
processing of steel for the purpose of
fabricating, plating, or molding much needed
parts such as steel bars, balls, tubing, gates,
walkways, beams, coils, sheets, and strips.

34. A
STRENGTHS
• Jindal Stainless Ltd. has come very far from a single a single factory establishment
at Hisar, started in 1970. today become a multi location company having plants at
abroad also. It is also the largest integrated manufacturer of stainless steel in India.
It is single handedly meeting over a one-third of total demand for stainless steel in
the nation with production capacity of more than 720,000 TPA.
• JSL introduced GPS system in their transportation trucks to track them.
• By riding the experience curve, the 32 years old group has been able to lower its
project costs through in house design and fabrication.
• Knowing the current shortage of power economy coupled with the fact that steel is
a power intensive sector, Jindal stainless Ltd. Increased their captive power in Hisar
to ensure self-sufficiency and also ensure production through low cost captive
power.
• Having service centers in place at three major locations like Gurgaon , Mumbai &
Chennai gives JSL an extra edge to cater prime customer segment on JIT concept.

35. k
Weaknesses
• Transportation cost incurred on raw materials
& finished goods export being plant located
away from major ports of the country.
• Delivery problem of goods is one of the major
weaknesses.
• Relatively high production costs in comparison
to international standards.

36. l
Opportunities
• Center of World Trade is shifting to Asia.
• Export market can be tapped in an extensive way.
• Per capita consumption of stainless steel in India
is less. There is much scope for increase in
consumption.
• Emerging demands in ABC & ART segments.
• Can improve upon quality.

37. k
Threats
• Increase in domestic competition of stainless
steel.
• Increase in volatility of prices of major raw
material like scrap, Nickel and other ferroalloys.
• Small production units penetrating into existing
SS market of Jindal Stainless.
• Growth of imported stainless Steel market in
India.

38. To gather the data and check out
the customer buying behaviour
towards JSL products through
questionnaire

39. Q.1 What is your total Consumption of
Stainless Steel per month?(in ton)
30%
40%
20%
10%
<250 250-500
500-1000 >1000
• From this pie chart it is
clear that around 40%
consumption lie between
250-500 ton which is
moderate, 30% below 250
ton, 20% between 500-
1000 ton and not more
than 10% consume above
1000 ton so overall steel
consumption is moderate
we can say.

40. Q.2 Forms of Stainless Steel consumed by you ?
10%
30%
40%
20%
H.R.S.S Plates
H.R.S.S Coils
C.R.S.S coils and sheets
Any other
• Here we can see that
nearly half of the
customer buy C.R.S.S
coils and sheets and
after them customers go
for H.R.S.S Coils and
rest types of steel are
less consumed.

41. Q.3 From where do you purchase Stainless Steel
products ?
85%
15%
India Oversea • In this it is very clear that
buyers go for domestic steel
industries which is also
good for country’s economy
and they also get rid of high
abroad transportation cost.
Only 15% buy the steel
from abroad. I also found
out mostly buyers buy steel
from JSL and SALEM and
those who buy from
overseas go for Chinese
Steel Industries.

42. Q.4 How much Quantity of Stainless Steel
purchased by you from JSL per month ?(in ton)
11%
11%
56%
22%
<250 250-500
500-1000 >1000
• In this we can see that more
than 50% of buyers
purchase steel from JSL
between the range of 500 to
1000 ton which shows that
how JSL sales increasing
day by day. Then there we
have 22% buyers who cross
the bar of 1000 ton and the
rest of buyers equally
purchase in range of 1 to
500 ton. So this pie chart
shows that buyers get steel
from JSL in huge quantity.

43. Q.5 How much Quantity of Stainless Steel you
purchase from other than JSL ?(in ton)
9%
18%
64%
9%
<250 250-500
500-1000 >1000
• This pie chart show that
buyers also buy steel
from other than JSL too
and 64% of them buy in
the range of 500 to 1000
ton steel from other
industries and rest look
in chart.

44. Q.6 Reasons for not buying 100% of your
requirement from JSL ?
60%
15%
5%
20%
Price Factor
Quality Factor
Not covered in the exiting
product range of JSL
Delivery Schedule
• It shows around 60%
buyers told the price factor.
JSL charges more for steel
as compare to other
industries. Then 20% buyers
mentioned the delivery
schedule problem as a
reason. Then 15% doesn’t
like the quality of the JSL
steel so they don’t buy from
them and the rest 5%
mentioned that their need
doesn’t existing product of
range of JSL.

45. Q.7 Your feedback about Prices of JSL product.
30%
40%
20%
10%
Competitive
Higher than other
Moderate
Lower than other
• Here around 40%
mentioned the price is
higher than other, 30%
mentioned the
competitive price, 20%
mentioned that prices
are moderate and the
rest said that prices are
not high.

46. Q.8 Your feedback about Quality of JSL product.
45%
35%
15%
5%
Satisfactory Excellent
Good Moderate
• Here about quality of
JSL product 45% said
the quality is
satisfactory and 35%
said excellent and rest
of those opinion lies in
good and moderate. So
overall quality factor
was better from their
opinion.

47. Q.9 Your feedback about Delivery of JSL product.
50%
10%
35%
5%
On time
Delayed Delieveries
Satisfactory
Bafore Schedule
• In this we can see around
half of the buyer
mentioned the delivery
was on time and 35%
depict that delivery was
satisfactory and around
10% complaint about
delayed delivery and the
rest mentioned that
delivery comes before
time which is they likes.

48. Q.10 Your feedback about “After sale Services”
of JSL ?
20%
55%
10%
15%
Satisfactory Good
Fair Excellent
• In this chart we can see
that 55% buyers said
after sale service is
good. Only 15%
mentioned as excellent
and rest of buyers
opinion lies in
satisfactory and fair
option.

49. Q.11 Your feedback about brand image of JSL in
the market ?
50%
25%
10%
15%
Satisfactory Good
Fair Excellent
• In the last they were asked
about brand image of JSL
in which half of them
mentioned satisfactory,
1/4th of them mentioned
as good, 15% of them
were really happy with
the brand image of JSL
and mentioned as
excellent and rest of them
said it’s just fair.

52. SUGGESTIONS
• JSL should minimize their relatively high production cost so that
they can provide SS to their customer at reasonable price.
• JSL can overcome to delivery problems by improving their
transportation structure.
• Can reduce transportation cost by locating their plants to nearby
ports where they incur raw materials.
• Can improve upon quality.
• Create a system to evaluate the development of training.
• Innovative training techniques should be adopted to improve the
effectiveness of training programs and to keep the interests of the
participants intact. If possible multiple training techniques should be
used.
• The trainee should be provided with personal assistance when he
encounters any obstacle in the learning process.

53. CONCLUSION
• Stainless Steel production in India is rapidly growing every year.
Today 75% of the end use market of stainless steel is still in Kitchen
segment. Now 95% of our gas stove market uses only stainless steel,
which until the late 80’s was using painted carbon steel bodies and
later nickel-chromium plated ones. India has emerged as the largest
producer of 200 series low nickel stainless steel in the world.
Railways will completely switch over to manufacture of passenger
coaches requiring 15 MT stainless steel per coach . In addition, the
Delhi Metro Rail is also using stainless steel coaches. The
government of India is using Ferretic cold rolled stainless steel strips
for making coins. There is an increase in awareness on the use of
stainless steel in the new emerging sectors like ABC ( Arch.
Building and Construction) and ART( Automobiles, Railways &
transportation)segment. SS demand will increase in such emerging
sectors in future.