A PROJECT REPORT ON

“SURVEY OF STEEL INDUSTRIES IN INDIA TO STUDY THE

POTENTIAL FOR WASTE HEAT RECOVERY BOILERS FOR
ELECTRIC ARC FURNACE”

AT

SUBMITTED BY

CHINMAY JOSHI

MBA (MARKETING)

UNDER THE GUIDANCE OF

MR. GIRISH KULKARNI

IIMP-MBA

IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE AWARD OF THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION (MBA) MARKETING 2015-16 OF UNIVERSITY
OF PUNE AT

INDIRA INSTITUTE OF MANAGEMENT, PUNE

 College Certificate

This is to certify that the dissertation entitled “SURVEY OF STEEL

INDUSTRIES IN INDIA TO STUDY THE POTENTIAL FOR WASTE HEAT
RECOVERY BOILERS FOR ELECTRIC ARC FURNACE” is a research work
carried out by Mr. CHINMAY PRADIP JOSHI student of MBA marketing, at
Indira Institute Of Management, 2014-16, in partial fulfillment of
requirements for the award of degree of Master of Business Administration.
He has been sincere in his work and we wish him success in his future
endeavors.

Prof. Mr. Girish Kulkarni Dr. Pandit Mali

Internal Guide Director
Indira institute of Indira institute of
Management Management
COMPANY CERTIFICATE
 ACKNOWLEDGEMENT

I have great pleasure in submitting this project report entitled “SURVEY OF

STEEL INDUSTRIES IN INDIA TO STUDY THE POTENTIAL FOR WASTE
HEAT RECOVERY BOILERS FOR ELECTRIC ARC FURNACE”. During the
preparation of this project, I got valuable help and co-operation from many
people. I would like to sincerely thank Mr. Pravin Chavan, Manager – Sales
at JFE Engineering India Pvt. Ltd. for providing me with this opportunity.
This project report could not have been completed without the guidance of my
project guide Prof. Mr. Girish Kulkarni & Director Dr. Pandit Mali, as their
timely help & encouragement helped me to complete this project successfully.

CHINMAY PRADIP JOSHI

EXECUTIVE
SUMMARY
 EXECUTIVE SUMMARY

Title: “Survey of steel industries in India to study the potential for waste heat recovery
boilers for electric arc furnace”

Industry: Project Based Industry

Company: JFE Engineering India Pvt. Ltd.

JFE Engineering India Pvt. Ltd. is the 100% subsidiary of JFE Engineering Corporation
Japan.JFE Engineering Corporation is the part of JFE Holdings. JFE Holding has beenranked
316thin the 2014 Fortune 500 list. It operates in 14 countries across the globe having its
head offices at Tokyo and Yokohama in Japan overseas offices at Hong Kong, Myanmar,
Vietnam, Saudi Arabia and overseas subsidiaries at China, Philippines, Malaysia, Singapore,
Indonesia, Germany, Italy and India.

Corporate Office: 603, A Wing, 215 Atrium, Andheri- Kurla Road, Andheri (East),
Mumbai - 400093

Branch in Pune: Pune Engineering Centr, WestendCente III, 169/1, 2 nd floor, North
Wing, Sector II, Aundh, Pune – 411007
Objectives:

 Primary Objectives:
 To identify the potential market for waste heat recovery boilers for EAF in
Indian steel industry.
 Secondary Objectives:
 JFE being a new venture in India, to promote the company as a brand.
 Create awareness amongst the customers regarding heat recovery on Electric
Arc Furnaces.
 To check whether there is a technical feasibility for the product.
 Also to check are there enough energy savings so that the project is also
commercially viable and has a shorter return on investment period.
 The study involved identifying the potential customers in Indian market and
understanding their needs.
 It involved meeting the person concerned in the steel plant and collecting the
technical data as per the questionnaire.
 Creating a database of information received from all the steel plants and
analyze it.
 To provide the client with a best possible solution as in where the generated
steam can be used in the plant processes.

Research Methodology:

Particulars Description
Research Approach Quantitative
Sampling Universe Steel Plants in India
Sampling Unit Steel Plants having Electric Arc Furnaces
Data Collection Tool Questionnaire
Personal survey method through
Survey Method
Preparation of questionnaire
Learning from the project:

 The customer will only consider buying a product if he thinks it will add value
proposition in their business.
 Meeting with the purchaser & user is very important and we must be ready to tackle
some very awkward questions.
 Educating the potential customer is the sure way to guarantee an audience for the
product.
 How to take an appointment of the highest authority in the organization.
 How to give corporate level presentations.
 What is the current market situation of steel industries in India.

Utility to the organization:

 Detailed technical analysis of the prospective steel plants in India.

 Finding out the potential customers from the prospective clients.
 Educating the potential customer is the sure way to guarantee an audience for the
product.
 Finding and presenting in statistical way the savings which could be availed by the
customers.
 Finding out the following crucial information from the clients:
1. Energy balance of furnace
2. Heat generation pattern on processing time
3. Off gas components
4. How to use recovered energy
5. Construction time for changing the system

Conclusion:

 The market for WHRB as a product is still in nascent stage.

 The company should also try to enter into waste heat recovery for other markets
like cement & power plants.
 There is a need to do more detailed technical analysis of the potential clients and
make them aware of the benefits and savings generated.

CHAPTER I
INTRODUCTION AND
RATIONALE OF THE STUDY
TITLE:

Survey of steel industries in India to study the potential for waste heat recovery boilers for
electric arc furnace

SIGNIFICANCE OF THE STUDY

 Path to Purchase of a Waste Heat Recovery Boiler

The Company needed to understand the path & route through which the actual
purchase of WHRB is done. The project made it easy for company to understand
buying & purchasing behavior of a customer.

 Role of marketing activities in this path to purchase.

In various step the information and awareness level of the WHRB systems was
necessary. Hence the role of the Marketing activities carried out by the company is
crucial.

 Influencing factors while deciding to buy a WHRB.

This project helped company to understand the expectations of prospective
customers so as to plan strategies accordingly.

 This project was carried out across Indian steel plants having electric arc furnaces.
 CHAPTER II
INDUSTRY/ SECTOR
PROFILE
INDUSTRY PROFILE

The Indian steel industry, one of the core industries in India, is more than a century old
when the first integrated steel plant was established by Tata Iron & Steel (popularly
known as Tata Steel) in 1907. India is currently the world's fourth largest producer of
crude steel and is expected to become the second largest producer by 2015.
Steel industry derives its demand from other important sectors like infrastructure,
aviation, engineering, construction, automobile, pipes and tubes etc. Thus its intense
integration with other important industries makes it a strategic sector.
The Indian steel sector enjoys advantages of domestic availability of raw materials and
cheap labour. Iron ore is also available in abundant quantities, though the recent mining
restrictions have put a strain on its availability. This abundance has been providing a
major cost advantage to the domestic steel industry.
Steel plays a vital role in the development of any modern and emerging economy. The per
capita consumption of steel is generally accepted as a yardstick to measure the level of
socio-economic development and living standards of its countrymen. As such, no
developing country can afford to ignore the steel industry.

GLOBAL SCENARIO
In 2014, the world crude steel production reached 1661.5 million tonnes (mt) and showed
a growth of 1.2% over 2013. (Source: World Steel Association or WSA, prov)
China remained the world’s largest crude steel producer in 2014 (823 mt) followed by
Japan (110.7 mt), the USA (88.3 mt) and India (83.2 mt) at the 4th position.
WSA has projected that global apparent steel use will increase by 2% to 1,562 mt in 2014
following growth of 3.8% in 2013 while in 2015, world steel demand will grow by another
2% and will reach 1,594 mt. As per their forecast, India’s outlook is improving and in
2014, India’s steel demand is expected to grow by 3.4% to 76.2 mt, following growth of
1.8% in 2013. In 2015 structural reforms and improving confidence will support a further
6% growth in Indian steel demand but elevated inflation and fiscal consolidation remain
key downside risks to the outlook.
Per capita finished steel consumption in 2013 is estimated at 219 kg for world and 545 kg
for China by WSA. (note: 2014 data has not yet been released by WSA).

Production
1800

1600

1400

1200

1000

800 Production

600

400

200

0
1970

1990

1998
1975
1980
1985

1995
1996
1997

1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
Fig.World Crude Steel production from 1970 to 2013 in million tons

Major Steel Producing countries :

Country 2014 2013 2012

China 823 779 731
Japan 110 110 107
United States 88 87 88
India 83 81 77
Others 557 549 556
Total 1661 1606 1559
 WORLD STEEL PRODUCTION 2014

Others
33%
China
50%

Japan
India 7%
5%

United States
5%

Fig.: World Steel Production 2014

Global Steel Industry Forecast:

The steel industry globally has faced a number of unsettling global events that have
reduced long-term viability of the current trends in the industry. There are a number of
crosscurrents due to exogenous factors that are making charting a steady course difficult.

Although there are many research organizations devoted to the study of the steelindustry
worldwide and there are as many forecasts, it may be worthwhile to focus on those ofan
authoritative agency such as the World Steel Dynamics (WSD), an US based research
organization of global reputation. Their forecasts are based on a few very important
strategic perspectives like annual growth of the country as shown in the table below.

Crude Steel Production (in million tonnes)

Country / Region 2013 2014 2025

China 779 823 850

Japan 110 110 121

United States 87 88 110

India 81 83 113
The forecasts of global steel demand/production made by the World Steel Dynamics (WSD)
are reasonably pessimistic. According to the organization, global steel production (as also
demand for it or consumption) will grow at an annual average compounded rate of growth
of 1.28 per cent during 2015-2025 to reach only 1873 million tonnes by 2025. In most of
the other well known forecasts, this figure was to be achieved by 2020. Interestingly, the
organization has projected Chinese steel production to rise only by 0.58 per cent annually
during this period. World Steel has lowered its global steel demand forecasts as positive
momentum in the second half of 2013 slowed in 2014. Apparent steel usage is currently
estimated to increase by only 2% in 2014. Chinese steel demand is predicted to slow down
to only 1% growth in 2014 as economic factors moderate steel demand. The real estate
sector in China continues to be the biggest downside risk for steel despite a recent easing of
mortgage restrictions. The US is the only market with a truly strong demand outlook —
forecasts of 6.7% growth in apparent steel use. There is strong growth in the US
automotive and energy sectors, as well as the beginning of a recovery in nonresidential
construction. European recovery is gaining momentum and the outlook has improved to
4% steel demand growth in 2014.
The real GDP of India grew from 2002 to 2013 was at 7.4 per cent and the steel
consumption grew by 8.2per cent in the said period. Overthe next 12 years at a GDP
growth of 6 – 6.5per cent, and a GDP elasticity of steel demand at 1.1, the likely growth of
steel consumption growth rate was estimated at7.3per cent per year and the finished steel
consumption in 2025-26, on this basis, was estimated to grow to 155 – 170 million tonnes
by that year.
Bench marking India’s stage of economic growth with other countries – On another model,
following established trajectory of growth as seen in other countries, the per capita
consumption of steel in India would move from the level of 59 kgs in 2011 to 175 kgs in
2025-26, and given the fact that the population of India is projected to grow to1.43 billion
that year, the steel consumption in 2025-26 is likely to be around 250million tonnes. The
goal of India to increase share of manufacturing to 25per cent of GDP by 2025 –The above
target if achieved can propel the per capita usage of finished steel from 16 kgsin the year
2012 to 22 – 25 kgs in the year 2025-25. This would mean a growth in steel consumption of
9 -10per cent and the steel consumption in 2025-26 is likely to be around 230 – 255 million
tonnes.
Competitiveness in Indian Steel Industry:

If one examines the competitive scenario drawn by World Steel Dynamics of two major
Indian companies, SAIL and Tata Steel, relative to four other competitive steel producers in
the world, it will be clear that the Indian steel producers considered stand way behind in
most of the technical and financial parameters considered as shown in Annexure-2.
However, when it comes to the overall strength of the company from the point of view of
their intrinsic strength, performance, management’s vision, etc.., JSW Steel stands fairly
high in comparison. These are not exhaustive and definitive comparison, but, point to the
fact that there is still some distance to cover for the best Indian mills to reach the top. India
has a history of steel making and the industry has reached sufficient levels of maturity in
terms of technology absorption, product development and productivity gains. However,
capacity additions to the industry and the market growth both have been fairly slow,
especially when compared to countries such as China.

Fig.: Steel Consumption (tonnes) per Million US$ GDP

India’s market is growing but the domestic producers are yet to be fully competitive and
there is a strong demand routinely coming from the industry to raise tariff protection. It is
a different matter that much of the inefficiency is derived from external surroundings such
as poor infrastructure, etc.. While most other industries are also similarly placed, steel
being a high capital intensive and infrastructure dependent industry, it faces a greater
degree of disadvantage on account of this.

While large producers are partially or fully dependent on the electricity they generate
themselves in their captive power plants using purchased fuels such as coal or capturing
waste energy. The smaller plants or stand alone rolling mills are largely dependent on
purchased power. Apart from pure shortages, what seems to have hurt the small and
medium plants especially is the rising costs of the same. While one can realistically expect
the power situation to improve with the currently idle coal based capacities due to coal
shortages and the power projects which are either under construction or in advanced
stages of planning with the hope that coal shortages will be overcome, the costs of delivery
of power remains a big concern for the steel plants dependent on purchased power.

The costs of capital in India are much higher than those for the producers in the developed
or in some of the developing nations. Further, with the depreciating rupee and high
domestic inflation, the costs of setting up steel plants have also gone up substantially and if
the current trends persists, the same will increase further. The actual capital costs incurred
at the end of the day also gets jacked up due to time overruns which in turn leads to cost
overruns. In fact, weakness in implementing large projects in India has been experienced
widely and the steel industry has seen more of this. Whether it is a managerial inefficiency
due to lack of planning or externality, the fact remains that the project costs rise due to
poor handling of the same.

While large producers are partially or fully dependent on the electricity they generate
themselves in their captive power plants using purchased fuels such as coal or capturing
waste energy. The smaller plants or stand alone rolling mills are largely dependent on
purchased power. Apart from pure shortages, what seems to have hurt the small and
medium plants especially is the rising costs of the same. While one can realistically expect
the power situation to improve with the currently idle coal based capacities due to coal
shortages and the power projects which are either under construction or in advanced
stages of planning with the hope that coal shortages will be overcome, the costs of delivery
of power remains a big concern for the steel plants dependent on purchased power.

The costs of capital in India are much higher than those for the producers in the
developedor in some of the developing nations. Further, with the depreciating rupee and
high domestic inflation, the costs of setting up steel plants have also gone up substantially
and if the current trends persists, the same will increase further. The actual capital costs
incurred at the end of the day also gets jacked up due to time overruns which in turn leads
to cost overruns. In fact, weakness in implementing large projects in India has been
experienced widely and the steel industry has seen more of this. Whether it is a managerial
inefficiency due to lack of planning or externality, the fact remains that the project costs
rise due to poor handling of the same.
 CHAPTER III
ORGANIZATIONAL PROFILE
AND BUSINESS OVERVIEW
Organizational profile

JFE ENGINEERING INDIA PVT. LTD.

Mission of the company:

As long as the people in the world seek a more comfortable and better life, at JFE
Engineering we will keep providing society with the optimal solution as a company that
creates the foundation for life”.

Vision of the Company:

The JFE Group - contributing to society with the world's most innovative technology

Corporate Office: 603, A Wing, 215 Atrium, Andheri- Kurla Road, Andheri (East),
Mumbai - 400093

Branch in Pune: Pune Engineering Centr, WestendCente III, 169/1, 2 nd floor, North
Wing, Sector II, Aundh, Pune – 411007
Company Profile:

JFE Holdings, Inc.

President President and CEO Eiji Hayashida
Head office 2-2-3 Uchisaiwaicho, Chiyoda-ku, Tokyo
Established 27-Sep-02
Capital 147.1 billion yen (As of March 31, 2015)
58,856 (Consolidated) (As of March 31,
Number of Employees
2015)
Number of Shares 614,438,399 shares (As of March 31, 2015)
The Tokyo Stock Exchange, the Osaka
Stock Exchange Listing Securities Exchange and the Nagoya Stock
Exchange
JFE Holdings operates as a streamlined
group headquarters responsible for
Function of JFE strategic planning, risk management,
Holdings accountability and corporate
communications for all the subsidiaries and
affiliates.
 JFE Engineering India Pvt. Ltd.
Founded 2011
Share Capital 790 million Yen (460 million rupees)
Employees 80

Design manufacture of heaters, boilers,

cogeneration plants, Waste heat recovery plants,
Lines of Business
Development of Indian market, Engineering of
waste processing projects in India

Leading Cement and Steel manufacturing plants

Major Clients
in India and Europe
 Chapter IV
OUTLINE OF PROBLEM
UNDERTAKEN
Tasks Undertaken:

 To identify the potential market for waste heat recovery boilers for EAF in
Indian steel industry.
 To promote the company as a brand, being a new venture in India.
 To create awareness amongst the customers regarding heat recovery on
Electric Arc Furnaces or to introduce the product concept in the steel
industry of Indian market.
 To check whether there is a technical feasibility for the product.
 Also to check are there enough energy savings so that the project is also
commercially viable and has a shorter return on investment period.
 To meet the person concerned in the steel plant and collect the technical data
as per the questionnaire.
 To create a database of information received from all the steel plants and
analyze it.
 CHAPTER V
LITERATURE REVIEW
Waste heat recovery Boiler for Electric Arc furnace (EAF-WHR Boiler):

One of the main cost factors within the EAF steelmaking process is energy costs. As this
process is very energy intensive, the recovery of energy is notably important. From the
total amount of energy used for the steel melting about 40% are leaving with the off-gas.
Globally it is very common to recover this energy by using EAF- WHR Boiler system to
generate steam for power or process use.

Like every steam boiler, an WHR Boiler behind an EAF has to match the contradictory
demand of maximum efficiency and cost-effectiveness, so it is essential to know the
emissions of the furnace in advance, even if it is not yet operational. It is required to use
the optimum heat recovery method for each EAF, considering the following points-
a) Energy balance of furnace
b) Heat generation pattern on processing time
c) Off gas components
d) How to use recovered energy
e) Construction time for changing the system

The other challenges involved in design of EAF-WHR Boiler are fluctuating temperatures
and gas flow due to batch operations, steady output despite of these fluctuations, high and
corrosive dust content and space constraints in the existing plant.
Above diagram is only for general understanding, depending upon other various
parameters as mentioned earlier, EAF-WHR Boiler position may change as these are tailor
made heat recovery steam generators.
Considering the large amount of energy in EAF off-gas, energy recovery solutions have by
far the biggest potential for improving overall energy balance. The recovered energy can be
used for:
a) Power Generation (Steam Rankine Cycle / Organic Rankine Cycle)
b) Steam for Vacuum Degasification or Process heating.
c) Steam for Chilling plant or Refrigeration plant.

Payback period shall be calculated by important factors such as Power Generation or saved
fuel consumption. Thus this technology has gained much attention for reducing greenhouse
gas emissions and improving energy consumption.
 CHAPTER VI
OBJECTIVE AND SCOPE OF
PROJECT
Business Objectives:

 Primary Objectives:
 To identify the potential market for waste heat recovery boilers for EAF in
Indian steel industry.
 Secondary Objectives:
 JFE being a new venture in India, to promote the company as a brand.
 Create awareness amongst the customers regarding heat recovery on Electric
Arc Furnaces.
 To check whether there is a technical feasibility for the product.
 Also to check are there enough energy savings so that the project is also
commercially viable and has a shorter return on investment period.
 The study involved identifying the potential customers in Indian market and
understanding their needs.
 It involved meeting the person concerned in the steel plant and collecting the
technical data as per the questionnaire.
 Creating a database of information received from all the steel plants and
analyze it.
 To provide the client with a best possible solution as in where the generated
steam can be used in the plant processes.
SCOPE

a. Geographical Scope:
The Geographical spread was Pan India. Most of the Steel Industries were concentrated
in the states of Maharashtra, Gujrat, Karnataka, Odisha, West Bengal, Jharkhand were
covered under this Market Study.

b. Temporal Scope:
The duration of the project was two months. The research was conducted from 15th of
May till 25th of July, 2015. The time spent on the research was 9 hours/day while
working for 5 days in a week. Respondents – Plant Managers, Energy Managers,
Maintenance Engineers, Energy Auditors and Purchase officers, were interviewed
mainly by direct visits to the plant.

c. Operational Scope:
Plant Managers, Maintenance Engineers, Energy Auditors and Purchase officers were
posed the questions to understand the Awareness level about the WHRB, JFE as a
Company / Brand, and various technical elements taken into consideration before
implementing the WHRB on Electric Arc Furnaces.

d. Conceptual Scope:
It is necessary for any organization to know the potential demand for their product in
market. This will help company to find the right customer for their product. It will be
helpful to create the awareness of non users and find out the expectation of users. The
study was of utmost importance to the company considering the fact the product is
relatively new.
 CHAPTER VII
RESEARCH METHODOLOGY
The research methodology applied for this project is as follows:

• Define the problem and its objectives

• Identify the problem

• Determine the information needed

• Determine the sources of information

• Decide research methods

• Tabulate, Analyze and interpret the data

• Prepare research report

• Follow-up the study

Survey Research
Survey research involves gathering data that describe events and then organizes, tabulates,
depicts, and describes the data collection. It often uses visual aids such as graphs and
charts to aid the reader in understanding the data distribution. Because the human mind
cannot extract the full import of a large mass of raw data, descriptive statistics are very
important in reducing the data to manageable form. When in-depth, narrative descriptions
of small numbers of cases are involved, the research uses description as a tool to organize
data into patterns that emerge during analysis. Those patterns aid the mind in
comprehending a qualitative study and its implications.
In this study primary data was collected through survey research method. A set of
questionnaire was prepared in this research and questions related to the survey were
asked to respondents.

Research Instruments
Management researchers have a choice of many research instruments in collecting primary
data. The descriptive function of research is heavily dependent on instrumentation for
measurement and observation.

Questionnaire
A Questionnaire is set of questions presented to respondent because of its flexibility; a
questionnaire is by far the most common instruments used to collect the primary data.
a. Close ended questions: Close ended questions specified all the possible answer and
provide answers that are easier to interpret and tabulate.
b. Open ended questions: Open ended questions allow respondents to answer in their
own word and often reveal more about how people think.
Sampling Design

A sampling design is a definite plan for obtaining a sample from a given sample limit. It
refers to the techniques or procedures the researcher would adopt in selecting items for
the sample, sample design is determined before data allotted.

Sample Units
Here the placement heads of various consultancies are the sample unit for interviewing
regarding the software. Sampling unit is the group or cluster of people from which the
information is collected.

Sampling procedure

In this study, simple random sampling is used

Data Collection
In this study primary data and secondary data both are collected. Primary data is collected
through survey method. And the secondary data is collected through magazine, journals,
internet and reference books.

Primary Data
Primary data is collected by asking questionnaire to respective respondents. Primary data
is the data gathered by the researcher for first time. All respondents are asked to fill a given
set of questionnaire and the data collected is called as primary data. This can be collected
through survey method.

Secondary Data
Secondary data is collected for another purpose and already exists somewhere. Researcher
usually starts with the secondary data to see whether the problem can be partially or
totally solved. Secondary data provide a starting point of the research and after the
advantage of low cost and ready availability. Secondary data can be collected through
internal sources as well as external sources.
 Internal sources: Company website, periodical records, etc.
 External sources: Internet, company brochures, Questionnaire etc.

Data analysis to
check the
feasibility for
Appointment for WHR boiler
plant Visit and
collection of data
regarding the
Identifying exisiting EAF
potential market facility.
and calling to
understand the
steel making
process

 The survey being carried out gives a very larger perspective regarding the potential
for WHR BOILER in the Indian market.
 It will also help the management to formulate the strategies for further expansion in
the country.
 The findings and suggestions would help the organization to take an appropriate
decision in better way to understand in detail the needs of the customer as it is
going be a customized product for each customer
PROCESS FLOW CHART DEPICTING ACTIVITIES CONDUCTED

Calling the customers to

identify the potential
customers & to understand
the steel making process.

Classifying the customers as

High, Medium & Low Priority
depending upon the capacity
of EAF used

Database was maintained

(Excel Sheet)

To get an appointment from

the Plant manager

Visiting the Steel Plant

Facility & filling up the
questionnaire from them

Analysis of the data collected

leading to Findings

Suggestion &
Recommendations
 CHAPTER VIII
KEY LEARNINGS &
CONTRIBUTION TO HOST
ORGANIZATION
KEY LEARNINGS

 The customer will only consider buying a product if he thinks it will add value
proposition in their business.

 If the potential customer is going to invest in a highly priced product like Waste heat
Recovery Boiler, then Quality has be assured also the return on investment period plays
a very important role.

 Meeting with the purchaser & user is very important and we must be ready to tackle
some very awkward questions.

 It is difficult to get meetings with the decision makers directly, so the person who can
get that meeting should be totally convinced that they require our product.

 Though the need for WHRB is necessitate by the management and earns a high amount
of savings in coming future still the Purchaser (Purchasing Officer) takes into
consideration the tender process. Also this being a separate project it needs to be
approved by the top management of the firm.

 Personal visit is far more beneficial than the telephonic and online questionnaire.

 Educating the potential customer is the sure way to guarantee an audience for the
product.

 In case of Steel plants if telephonic appointment is not possible then direct walk in can’t
help to get an appointment.

 Creating a win-win situation with the customer helps in creating long term relationship.
And in B2B selling customer always tries to maintain a long term relationship with the
vendor.
CONTRIBUTION TO THE HOST ORGANIZATION:

 Detailed technical analysis of the prospective steel plants in India.

 Finding out the potential customers from the prospective clients.
 Educating the potential customer is the sure way to guarantee an audience for the
product.
 Finding and presenting in statistical way the savings which could be availed by the
customers.
 Finding out the following crucial information from the clients:
6. Energy balance of furnace
7. Heat generation pattern on processing time
8. Off gas components
9. How to use recovered energy
10. Construction time for changing the system

 Map the market and break it down

There are hundreds of markets in the B2B space, each with their own profile and
unique set of requirements. To ensure the sales team targets the right prospects a
B2B sales strategy must be built on a well-researched segmentation of the market.

The way you break down the market will depend on the product or service and its
value proposition to customers. Once you have identified your market segments
your sales team has the confidence to deliver the right solution to the right
customer.
 Size matters

The way a product or service is used will differ between SMEs and large business.
Depending on who you're talking to you need to ensure your value proposition is
appropriately targeted to the specific customer. Thereof the organization provides
a good indicator in deciding what and what to sell to the business customer.

 Train the sales staff to understand business

In B2B selling a tailored solution for each client is the key. A sales training
program should focus on understanding the client's business instead of just a
product range. To create a sales pitch with an impact it is important to understand
the customer and their strategic direction.
Business clients expect sales executives to have the business literacy and
commercial acumen to engage in strategic dialogue with them. This will often
require a larger investment in training than would usually be the case in a B2C
context as a big part of the business' unique value proposition rests in the sales
executive's commercial expertise.

 Find your place in their business vision

The essence of building a value proposition around what you sell is discovering
how your solution can help the client achieve their strategic vision. Ultimately, you
want to create a true partnership with the client which goes beyond a traditional
customer-supplier relationship.
One mistake to avoid is taking a one- fits all approach. The temptation for many
sales executives is to communicate the full range of product options to potential
clients in the hope of making a sale. A tailored one-on-one approach will be a lot
more successful in the B2B space. Identify one or two products that are most likely
to be useful and focus on them. Also use research and your anecdotal experience to
identify solutions that will be valuable for your client.
 Direct marketing works in B2B
Direct marketing and telemarketing can serve as a cost-effective lead generator in
the B2B space. To be effective the depth and breadth of your customer data is of
paramount importance. Customer data should be updated regularly and tested for
accuracy. This will ensure your marketing efforts are maximized and that your
message reaches the customer the first time.
Before engaging in direct marketing activity it is important to do the research.
Make sure you understand the clients' needs and the outcomes they are trying to
achieve
BIBLIOGRAPHY:

 http://cdm.unfccc.int/filestorage/n/u/29GRFENMS8B76CJATKDP5LYWVOQXZ
0.pdf/LMEL_PDD-Ver-09_10_May_2013-
_Clean.pdf?t=Qnh8bm93NDBnfDBSeeBQT8bhKQ6AX3cDb3uA (LMEL WHBR
BOILERS)
 http://steel.gov.in/Long%20Term%20Perspectives.pdf
 http://steel.gov.in/Performance%20Budget%20(2005-06)/English/chap2.PDF
 http://shodhganga.inflibnet.ac.in/bitstream/10603/723/7/07_chapter2.pdf
 http://www.cci.gov.in/images/media/completed/Indicussteel_2009042015184
2.pdf
 http://www.ey.com/Publication/vwLUAssets/EY-indian-steel-strategy-to-
ambition/$FILE/EY-indian-steel-strategy-to-ambition.pdf
 http://steel.gov.in/R&D%20roadmap.pdf
 http://www.onicra.com/images/pdf/Publications/Steel_industry_report-26-
Sep-13_Ver_2___3_.pdf
 https://www.steel.org/Making%20Steel/How%20Its%20Made/Processes.aspx
1. Marketing Management –
 Philip Kotler, Kevin Lane Keller, Abraham Koshy & Mithileshwar Jha
Edition: 13th Edition
2. Research Methodology -
 C.R.Kothari
Edition: 2nd Edition
3. Marketing Research-
 G C Beri, Marketing Research,
Edition: 4th Edition
 Naresh K Malhotra
Edition: 6th Edition