BLUE OCEAN STRATEGY

MONOLITHICS


UNCONTESTED MARKET SPACE

Materials for cold and hot ramming , patching and gunning
applications in

LD Converter.
Electric Arc Furnace.
Steel Ladle.
EAF-EBT Ramming.
RH Degasser.
CAS OB




We have a product which is being successfully
used in the above areas i.e. TATA RAM M-95

In 2007-08, M-95 has contributed 20 % of
total Turnover of Monolithics and 40% of total
Contribution in Monolithics.

Present Turnover : Rs. 12 Cr / Year

Further Business Potential : Rs. 10 Cr




M-95 can have following variants to exploit full market
potential :


M-95 is modified to make it Sulphate
bonded or Phosphate bonded for capturing
European market as use of Chrome is banned in
European countries.

For Converters and Ladles of lower capacity less
than 40 MT, another variant M-95(S) is
developed.


EXECUTION


Special leaflets of 2-3 pages will be made
and distributed to all customers using basic
refractory , highlighting the special characteristics
of M-95 with photographs.



FCP


UNCONTESTED MARKET SPACE

Quick Delivery Service


Catering to immediate and sporadic requirements of
Flow control products of steel producers within
150km radius from Belpahar. The requirement will be
full filled within 24 hrs of request over telephone.


Benefits to Customers :

Materials will be delivered as and when required by
customers.

No requirement of proper storage facilities for
critical refractory products.

Less handling of the products by customers as
material will be delivered directly to the shop
reducing chances of breakage and damage.





Benefits to Customers :


No inventory carrying cost for customers.


No liability for transportation or material follow-up
with the supplier.




Benefits to TRL :

24 hrs door to door delivery is a value proposition
for which premium price may be charged.

Payments will be immediate on delivery of materials ,
so no outstanding on sales therefore no burden of
interest on capital blocked.

Profitability will go up because of volume increase.

No follow-ups with trucks or cargo carriers as
transporting vehicle will be owned by us(TATA Ace).

Dependence of customers on TRL will increase over
a period of time.



Execution :

To deliver the product at customers end , we will
own two TATA Ace trucks (each of 1.5MT) capacity
with drivers on contract.

The driver will deliver the material at customers
shop and collect the DD/ Cheque directly from
the customers.

Customers will make a phone call to TRL with his
urgent requirement.

The clock for delivery of material with in 24 hours
will start from the time of phone call.

Execution :

Customers will be asked to send the PO copy over
e-mail and parallely manual loading slip will be
issued by OMD to Production.

After getting the PO copy order will be fed in the
system by OMD and invoicing will be done by
shipping.

Payment term will be fed in the system as 2 days
direct credit.

This entire operation of order feeding up to
invoicing should take about 3-4 hrs, during which
loading will be completed on to the truck.


OTHER POTENTIAL BLUE OCEANS


DRI kilns requiring low shell temperature
less than 180 degree C.

THANK YOU