A PROJECT REPORT ON
INNOVATIVE RETAILING & WAY FORWARD
Submitted to
JSW STEEL LIMITED
SYNOPSIS
Title of the project
“INNOVATIVE RETAILING & WAY FORWARD
Objectives
1. To analyze the concept of JSW Shoppe.
2. Recommendations for effective operation of JSW Shoppe.
Methodology
Primary data
- JSW Steel limited
- Feedback from Shoppe owners
- Questionnaire
Secondary data
- Internet
Tools - questionnaire
TABLE OF CONTENT
ACKNOWLEDGEMENT
DECLARATION
SYNOPSIS
CHAPTERS
I INTRODUCTION
II RESEARCH METHODOLOGY
III RESULT DISCUSSION
IV SUMMARY OF FINDINGS
V CONCLUSION & RECOMMENDATION
VI QUESTIONNAIRE
Introduction
JSW is part of US $8billion OP JINDAL group. Under the dynamic and
visionary leadership of MR. SAJJAN JINDAL, JSW is US $ 3.7 billion
group with its presence cross various sectors- steel, energy, minerals, port
and infrastructure, cement, aluminum and IT.
JSW STEEL is the largest private steel producer in India with manufacturing
facilities in Karnataka, Maharashtra and Tamil Nadu. JSW STEEL has
established a strong presence in the global value added steel segment with
acquisition of steel mills in US and service centre in UK. JSW STEEL has
also formed a joint venture for setting up a steel plant in Georgia. It is
engaged in manufacture of flat and long products viz pellets, slabs, HR
plates/ coils/sheets, CR coils/sheets, galvanized and galvalume plain and
color coated coils/ sheets/profiles, bar, rounds and rebar’s. The product
range caters to a gamut of industries in white goods, automobiles and
construction sectors. It has largest galvanizing capacity in India and also the
largest Indian exporter of galvanized products with presence in 108
countries.
MISSION OF THE COMPANY
By 2020 the company would be producing 32million tons of steel annually
with Greenfield integrated steel plants coming up in west Bengal and
Jharkhand.
RESEARCH METHODOLGY
Any research project can adopt the following method of data collection for secondary
data:
Internet: Internet is very useful tool in the collection of data. Internet provides
different search engines through which you can get the relevant information of the
topic.
Brochures: It is a good source of data collection. Through brochures you get to
know the recent changes and developments occurred on a particular product.
The methods used for data collection for primary data are:
Questionnaire: It is one of the most versatile tools. It includes questions of
different aspects of the subject of study. It is used in cases where the subject of
study is very wide and direct observation I not possible. It requires the respondent
to answer one or other category.
Personal Interview: Personal interviews are a way to get in depth and
comprehensive information. They involve one person interviewing another person
for detail information. During the course of discussion information and facts are
gathered and in the interview the questions are predetermined but they are not
asked in a definite order.
Statistical analysis of data: Data obtained during the study was analyzed using
standard statistical methods. The data is converted into tools and presented in the
form of bar, line graphs, pie charts and interpretations are completed with the help of
tables and charts..
The sampling plan for the research project is as follows:
(i) Sampling Units:
The sampling unit for the research project is listed below:
Shoppe owners
(ii) Sampling Size:
The sampling size out of this data was collected from 16 Shoppe owners. Personal interviews yielded much better results.
RESULTS DISCUSSIONData collected from the following Shoppe owners:
Shoppe namename of d respondent
age of Shoppe location
steel business
Association with jsw
Shreeji industries ashish Mehta 8months solapur 12yrs 7yrs
yogi corporation vipul shah1yr 6months sangli 40yrs 17yrs
k d oswal dilip oswal 2yrs kolhapur 50yrs 17yrs
m s tradersPrashant choridiya 6months ahmednagar 30yrs 10yrs
jai associates girish bhantia1yr 6months ahmednagar 15yrs 13yrs
s r s industries sanjay poddar1 yr 4months tamilnadu 20yrs 6yrs
Bangalore steel distributors
Mohammad masood
1yr 1 month Bangalore 27yrs 12yrs
Raibagi steels pvt ltd prakash raibagi1yr 6months belgaun
1yr 6months
1yr 6months
steel sales and supplies gaurav laddha
1yr 7months Chennai 28yrs 8yrs
anupam sales anupam tendon1yr 2months Allahabad 30yrs 3yrs
diamond ispat pvt ltd anubhav gupta 11months lucknow 14yrs 1yrHindustan traders yogesh patel 2yrs ahmedabad 35yrs 15yrssteel trading co nilesh bhai surat 40yrs 15yrspuja ispat trading pvt ltd
pawan kumar ghiria 11months jharkhand 40yrs 11months
shree ji steels abhinav gupta1yr 8months faridabad 25yrs 15yrs
Jay hind steel syndicate mahesh patel 1yr ahmedabad 25yrs 15yrs
Feedback collected with the help of questionnaires:
Experience of Shoppe owners with JSW
31.25% 31.25%
25.00%
12.50%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
excellent good ok worst
Help to increase footfalls
68.75%
25.00%
6.25%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
agree disagree no change
Has Shoppe helped to build reputation in the
market
75.00%
25.00%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
yes no
Sales level
50.00%
31.25%
6.25%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
increased decreased no change
Excitement of association with JSW
50.00%
18.75%
25.00%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
increased decreased no change
Easy to convince customers
62.00%
25.00%
6.25%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
easy difficult no change
Quality of products
12.50% 12.50%
25.00%
37.50%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
excellent good average worst
Availability of material
6.25%
37.50%
43.75%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
good satisfactory worst
Pricing
18.75%
25.00%
37.50%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
better than competition higher than competition competitive
Marketing & promotion activities
6.25%
81.25%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
good poor
Response from JSW head office/regional
office/branch office
50.00%
31.25%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
good poor
Suggestions given by the Shoppe owners
• Improve supply of the products such as HR as hr
is still supplied to its assigned dealers only and
not to the Shoppe owners.
• PPGI should be supplied directly to the Shoppe
owner as the service provider is harassing the
Shoppe owners and supplying them the product
even after the payment ha been made.
• Product packaging and marking of thickness of
the product has to be improved.
• Educate engineers related to products such as
wire rod and TMT, as they can then suggest the
Laymen about JSW products and this would lead to
boost sales in particular areas.
• Seminars about products to inform people and
industry buyers the features of the products and
also to establish the JSW brand in the market.
SUMMARY OF FINDINGS
From the data collected and analyzed we have found out the following:
The marketing and promotional activities on the part of JSW, related
to Shoppe’s are very poor.
The availability of products is posing a problem for the Shoppe
owners. Unless timely supply of products is not ensured, dealers will
continue to be dissatisfied.
Service provider of the product PPGI (COLOUR COATED)is
harassing the Shoppe owners by delaying the supply of the product at
their Shoppe, even though the payments are made in advance.
Quality and packaging of products is also a matter of concern for the
company as it is not up to the standards (worsening), since last two
years.
Pricing of the product being high the Shoppe owners are dissatisfied
Conclusion & Recommendations
• Train employees at Shoppe: they must have complete
product knowledge of the products available in the Shoppe.
They must be provided with uniforms featuring the logo of
JSW, to create brand awareness. This will also lead to
standardization of sales pitch.
• Online ordering system: Shoppe owners should be provided
with id and password on JSW.IN so that they can log onto the
site and order the products according to their demand as this
saves time and occurrence of errors can be reduced and will
also enable them to track their orders.
MARKETING & PROMOTIONAL ACTIVITIES IN URBAN
AREAS
• Hoardings. Hoardings act as an essential tool for
promotional activity which is necessary for the company as it
guides people and makes them aware about the JSW Shoppe
present in the area near them. .
• Consumer scheme Various schemes should be launched to
benefit the customers at their bulk purchases from time to
time.
• Dealers meet at least once in 3months This is a need as it
motivates them and makes them feel important for the
organisation.
• Television advertising As visual aid is best effective tool to
create brand awareness amongst masses and it will also help
people to know about the existence of JSW Shoppe which
has all steel products under one roof.
MARKETING & PROMOTIONAL ACTIVITIES IN RURAL
AREAS
VISUAL AID IS THE BEST MEANS OF ADVERTISING IN RURAL
AREAS AS PEOPPLE IN SUCH AREAS ONLY BELIEVE WHAT THEY
SEE ACTUALLY SO WALL PAINTINGS, HAAT HANGAMA,
NUKKAD NATAK, MOBILE VAN, PERSONAL DEMONSTRATION
WOULD BE THE BEST ACTIVITIES TO PROMOTE AND CREATE A
BRAND IN THEIR MINDS.
QUESTIONNAIRE
1. JSW Shoppe Name : ______________________________________2. Name of Respondent : _____________________________________ 3. Age of Shoppe : ____________ years 4. Location : _______________________________________
Product Wise Sales
For how many years have you been in steel business? _________years
For how many years have you been associated with JSW? ___________years In few words how would you narrate your experience with JSW? ____________________________________________________________________________
What are your main line products? ___________________________________________
Express your views about the changes that you have observed before Shoppe and after Shoppe about following things
Changes Before Shoppe After ShoppeSales level
Customer footfalls
Your excitement of association with JSW.
Easy to convince customers.
HR Coil HRP CRCA / HRPO
GP GC GLP / GLC
PPGI / PPGL
TMT Wire Rod
All Companies
JSW
According to you what are the areas of improvement for JSW?
Do you have any specific suggestions for JSW?
What would you do if you were the owner of JSW to promote the Shoppe concept?
How do you foresee JSW Shoppe Concept in near future: (Tick only ONE?)a. I feel steel industry will become more structured , which will help me in
future b. I feel steel will keep selling the way it has been from yearsc. Don’t Know / Cant say
Are you happy with the Shoppe concept? _____________________
Rate 1……………………………… 101 – Dissatisfied10 – Completely satisfied
Do you sell to small OEMS also? If yes which all segments? Yes/No __________________________
Statements Agree Disagree
It has helped me in increasing footfalls
It has helped to build reputation in market
It has increased my product basket
I feel above the other traders in the market by opening JSW Shoppe.
Have you seen the facilities of JSW Steel Ltd at the following locations?A) Vijaynagar yes / noB) Tarapur yes/noC) Vasind yes/noD) Salem yes/no
What are good points you would like to mention about JSW Shoppe. (Be as specific as you can. Please use additional sheets if required)
What are the other products that they are selling from their Shoppe apart from there main line products?
What do you feel as scope of improvement in JSW Shoppe? (Be as specific and frank as you can. Please use additional sheets if required)
Is there a computer installed at your Shoppe?(if computer is at any other location please say no)
Is there a landline present at your Shoppe?(please be specific about your Shoppe) If yes landline no is
Which are the products that you are selling from your JSW Shoppe?Please specify the average sales of that particular product?PARAMETERS: SUPPLY
PRICE QUALITY MARKET POTENTIAL IN YOUR AREA
List of the products of JSW
If yes give the average sales
per month
If no please specify reasons based on above parameters or any other
HR Coil Ton
HRP Ton
CRCA/HRPO Ton
GP Ton
GC Ton
GLP/GLC Ton
PPGI/PPGL Ton
TMT Ton
Wire rod Ton
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