PRESENTATION ON

ASSESMENT OF MARKET POTENTIAL

IN

HVAC SEGMENT
PRESENTED BY STUDENTS OF IIPM
MR. NIRVIK MUKHERJEE MR. RAHMATULLAH KHAN MR. SRIDEB SAHA

t believe in taking right decisions, I take decision and make them right,

with diffidence, Always start with confidence

INTRODUCTION OF COMPANY

tablished in1907 and was the first integrated steel plant in India

at JAMSHEDPUR ,Tata Steel ltd.

l formerly known as TISCO

world's seventh largest steel company

l is also India's second-largest and the most profitable company in priv

it has an annual capacity of 6 million tonnes at its JAMSHEDPUR PLAN

OBECTIVE OF OUR PROJECT

To study the importance and development of steel industry particularly in tubes and pipes division Research the marketing strategies that the other companies are adopting Measure the level of customer satisfaction Check the current market potential and growth rate To make a comparative study of the major competitors in the market

GEOGRAPHICAL AREAS SURVEYED

KOLKATA
PLACE
BRB road Salt lake Ali pore Dum Dum Kali ghat Park street

COMPANIES
Voltas Blue star Tyco Fire pro Mackintosh Mani group South city project Bengal Park Chamber Gillanders Arbuthnot

TOTAL SAMPLE SIZE = 35

SEGMENTS
FIRE FIGHTING AIR CONDITIONING COLD STORAGE = 25 = 10 =6

Ware house

DISTRIBUTION CHANNEL

Retailer

Distributor

Customer

SWOT ANALYSIS
STRENGTHS WEAKNESS

Brand image Quality Technology Large production capacity Promotion Availability Sales force

OPPURTUNITIES
Direct contact with customer Increase distributor Give credit who are direct customer Give some discount to some customer

THREATS
High market share of competitor High price Less demanding product for customer Monopoly in the market New companies like NEZONE and BANSAL are growing rapidly

ANALYSIS AND FINDING

YEAR OF ASSOCIATION
YEAR FIRE FIGHTING AIR CONDITIONING COLD STORAGE TOTAL

15

3 2 2 18

3 1 0 6

0 0 0 6

6 3 2 30

5 10

10 15

15 & ABOVE

TOTAL

25

10

41

Price and quality is the main factor

JINDAL is biggest competitor of TATA

Demand of brand in the market

Comparison of market share of all brand

TARGET CUSTOMER
COMPANY NAME
ETA (AC)

MOSTLY
TATA (IN %AGE)
30%

PURCHASE
JINDAL (IN %AGE)
70% 90%

BRAND
BANSAL (IN %AGE) NEZONE (IN %AGE) OTHER (IN %AGE)

10% STERLINE &WILSON (F&AC)

BLUE STAR (AC) PAHARPUR (AC) RAWAT AND INSULATION FIRE PRO GILLANDER ARBUTHNOT MACKNITOSH BALAJI FIRE PROTECTION

30% 10% 15% 40% 10% 40% 20%

70% 10% 70% 60% 90% 60% 10% 70% 15% 80%(HARYANA)

PERCENTAGE

23%

59%

1%

8%

9%

STP
SEGMENTATION

TARGETING
Big companies Sale turn over more than 100cr End user

POSITIONING
Brand quality Brand image Giving some discount By negotiation

CONCLUSION
Finally we came to the conclusion that there is no substitute product in the market in our segment The main competition is with JINDAL which is taking over its market in tubes and pipes Monopoly done by the distributers regarding price and availability

SUGGESTION
Improve the delivery system from the distributers Setting a mind set among the buyers through Promotion and advertisement Targeting the new sectors or the developing sectors in the market Some companies who deals directly to Jindal and Bansalas their purchase quantity is very high so Tata can also start using that method Visiting the site or the project will also make a good impression or knowing about the pipes used in the projects Increasing the distributors as there is a huge monopoly in the market due to less distributors

MARKET EXPECTATION

Price reduction Supply of 20NB, 40NB and 50NB from October to February in case of cold storage Exact quantity supply Increase the range of thickness and size For example: Beveled edges (9.54mm) RSP (Mecca) 80NB*5.5mm, 100*6mm, GS=2 Project 150NB*7.14, 200NB*9.52mm, 300*9.52mm

250*9.52mm,

Improvement in the quality of pipe from 15mm to 50mm diameter

THANK YOU