CONTENTS

1. INTRODUCTION 3

2. COMPANY PROFILE 9

3. DATA ANALYSIS AND INTERPRETATION 16

4. FINDINGS 50

5. SUGGESTIONS 53

6. CONCLUSION 55

7. ANNEXURE 67

1
Introduction

2
 Introduction

The iron and steel are the basic raw materials for a large number of
industries. It is used for the construction of bridges, dams, tunnels,
buildings, factories etc... The engineering and defence industries
also depends upto iron & steel industry. These industries are made a
wide influence in every walk of human life. In short iron & steel
industry is the backbone of modern industrial sector.

India is one of his world’s most prominent countries

having huge reserves of iron ore of superior quality. India own about
7% of the reserves. Most of the Indian iron ore is hematite and
magnetite. India’s reserves of iron are sufficiently rich and valued
to provide the country the country with the necessary base for
industrial development. India is both an important producer and
exporter of Iron ore.

The first Iron and Steel mill in INDIA was established in

1830 at Porto-novo near Madras. But the mill was closed down
immediately. The first modern steel plant was set up in 1907. The
credit for the production of steel goes to shri. J N TATA, who set
up Tata iron and steel industry. This industry has made considerable
progress under various five year plans. India has now become the
second largest producer of Iron & Steel among the wealth countries.

The MET-ROLLA Steels LTD, promoted by Mr. Paul

Varghese was incorporated in May 1995 and commissioned in 1996
for the manufacture of M. S .Ingots and M.S. Rods.

3
The study was conducted to know the dealers satisfaction of
Metcon steels. The aim of the research was to study the opinion of
dealers about the product in their point of view Metcon steels is the
most popular TMT bars manufacturers in Kerala.

This study helps to obtain feed back from the

respondents on aspect of quality, price and availability. Response of
the consumers and dealers about the above factors mentioned helps
to take the effective decisions.

Objectives of the study:

4
This study is an attempt to bring out the significant factors
influencing the market of steel products with special focus on the
Marketing strategy and product mix of Metcon steels. The company
envisages itself as the pioneer championing the cause of the
industry and its employees. Indeed it is admirable that the firm has
succeeded in settling standard in the industry. The industrial
operations of Metcon steels are well planned and tuned to support
ecological balance. The following aspects are the main objectives of
the study:

Primary objectives

1. To find out the dealers satisfaction of the product.

Secondary objectives

To find out the dealer network of Metcon steels.

1. To find out whether the dealers get good credit facilities and
commission.

2. To find out whether the dealers are satisfied with the sales
and publicity.

3. To know what influenced them to take the dealership.

4. To know the relation b/w the dealers and the company.

5. To find out the volume of sales.

6. To find out the problems of the dealers.

7. To find out the dealers satisfaction in various areas of Metcon

steels.

5
 Scope of the study:

The demand for the steel products is growing domestically and

internationally. The demand cannot be met by the traditional
methods of production. Metcon steels have the technical and
commercial credentials to meet these requirements.

Research methodology

Title of the study:

The study of the dealer’s satisfaction of Metcon steels in Ernakulam

district.

Statement of the problem:

Satisfaction of the dealers is an essential and basic element which

is having a significant position in the modern marketing. Each
produce should satisfy the dealers in an appropriate manner in an
order to attain a good consumer market.

Here this project is an attempt to find out the problems

behind dealers satisfaction and factors that affect dealer’s
satisfaction.

Nature of the study:

Present study is descriptive in nature, as it is trying to analyze and

describe the dealer’s satisfaction.

6
Universe of the study:

The universe of the study is the whole dealers in Ernakulam district.

There are different kinds of dealers in the district, such as
wholesalers, retailers, showroom dealers etc.

Population of the study:

The population of the study is Metcon dealers in Ernakulam district.

Sampling:

The information is collected from a representative part of the

population, through sampling. In this study the sample size is about
25 dealers.

Method of study:

The investigator adopted simple random sampling for the study.

Source of data collection:

Primary and Secondary sources were used.

Primary dat was collected by interviews. The interviewers were

asked to fill a questionnaire on product support and competitiveness
of the industry in general and performance of India wood products
on particular.

Secondary data was collected from various magazines, books,

business articles and data and profile given by the Metcon steel
company.

Pilot study:

7
The researcher conducted a pilot study to examine the scope &
feasibility of studying the problem in that particular subject.

Limitations of the study:

1. Lack of adequate fund.

2. Lack of time.

3. There can be calculation error.

4. The research is conducted by a single person and the scope of

the study may be limited.

5. Difficulty in collecting the secondary data.

6. Sampling may eliminate of the respondents whose views were

otherwise important to study.

8
Company profile

9
 Company profile

The iron and steel industry do not have a long history in Kerala.
Almost all the iron and steel industry was commenced during 1991-
92. Before that, kerala’s demands was satisfied by the
manufacturers outside Kerala. The Met-Rolla steels LTD were
commenced in 1995 with the main objective of satisfying demands
from kerala.

The company has been regd. as a public limited company.

The production unit is situated at Paipra; few km from the municipal
town of muvattupuzha.

It was incorporated on may 1995, and the unit

commenced production in December 1996. The authorized capital of
the company is 400 lakh divided into 40,00,000 equity shares of
Rs.10 each. But it is subscribed only 31,94,340 shares. The main
promoter is Paul Varghese. He is a graduate engineer with a work ex
of over 7 years.

The company was commenced with the financial aid of IDBI and
KSIDC in the form of term loans. The KSIDC also had equity
participation. Besides the above loans, the company has made
arrangement with the Federal Bank for the cash credit. The
company is a composite steel plant with MS Ingots making units and
MS Rods making units. The capacity is 24000 TPA for each unit M S
Rods are mainly used in the construction fields and M S Ingots are
used as a raw material for making M S Rods. All units will be
certified by ISI. This assures greater customer acceptance and
satisfaction.

10
 Market

With the growing demand for iron and steel products the market of
the company has been expanding since its establishment. The
company’s production is done in the units set up in Paipra, and for
sales office has been set up at Ernakulam.

The company has a vast market through out central and south
India covering important centres like Chennai, Trivandrum,
Hyderabed, Pondicherry and Mumbai.

Goods are also exported to countries outside India like

Srilanka and Malaysia. Since the product is not a seasonal product
the demand is there through out the year and heavy production is
required to meet the requirements.

Services offered by Met-Rolla steels:

1. Immediate delivery

The materials get loaded and will leave the company

within 12 hours from the time of ordering.

2. Feedback

The details of load like items loaded, its quantity, lorry

no’s, lorry freight details, invoice details etc will be

11
 communicated to the parties at the moment the lorry
leaves the yard.

3. Bending

All the materials are bended and bundled acc to the

standards before delivery. This will help easy handling of
the material.

4. Marking

All the Metcon TMT bars are marked with Metcon ISI on
every meter of the bar. In addition to this, each bundle
has a Metcon tag bounded.

5. Test certificate

The company will provide the test certificate for each lot
of material. The test certificate will have details of
chemical analysis, mechanical properties, physical
properties etc of that particular lot.

6. Transportation

12
 The company on request will arrange the transportation
of material from the company premises to the delivery
site.

7. Detailed statements

The detailed statements of the payments and balances

will be given to the parties on request.

13
 Marketing strategy

Marketing is recognized as one of the major problems of indian

business today, at least in certain key sector of the economy where
competitions are fast growing. Firms have started realizing that no
matter how good their products are they cannot sell them unless
they appeal to potential customers.

Marketing is defined as”the performance of business activities that

directs the flow of goods from the producer to the consumers”. The
marketing process starts even before the goods go into production.
It does not end with the sale but continuous till the satisfaction of
the consumer. Marketing in practise does not refer to any single
activity such as selling, advertisement, distribution etc but the
gratification of the consumer needs and desires.

As in the other developing countries marketing in India is a

neglected or under tapped aspect. However pioneers in certain
industries realize its true potential and follows a planned scheme to
make their presence felt even in distant markets.

The company has a vast market through out central and south India
covering Chennai, Trivandrum, Hyderabed, Pondicherry and Mumbai.

Goods are also exported to countries outside India like Srilanka and
Malaysia.

14
Importance of marketing:
To the society:

 Marketing is the connection link b/w the consumer and

producer.

 It helps to increase national income.

 It increases employment opportunities.

 It creates modern cultivators.

 It removes the imbalances of supplies by transferring the

surplus to deficit areas .

 It helps to maintain economic stability.

 Marketing include all activities in the creation of utilities.

To the individual firm:

 Marketing and innovations are the 2 basic functions of all

businesses.

 It facilitates development of business and creates employment

opportunities for people.

 It augments income generation.

 It aids them to fulfill their motive.

15
 Source of information to the top mgt about the market pulses,
helping them inb decision making.

16
 Marketing mix

Marketing mix means the specific combinations of independent and

interrelated activities which an organization engages to meet its
objectives. The 4P’s of marketing are:

 Product.

 Price.

 Promotion.

 Partition or Distribution.

Dealer network:

METROLLA steel products are made available to the domestic

customers through out India through a well knit network of
wholesalers and retailers. The company has established a strong
dealer network in Kerala.

The company has established a good reputation for its doors in

the domestic end overseas markets. During these years the company
successfully created a brand of high quality TMT bars and currently
this steel is exported to different destinations.

17
Data Analysis &
Interpretation

18
 Data analysis and interpretation:

This chapter attempt to analyze the data collected from the

response and draw interferences from the said data. This chapter
consists of tables and diagrams. Table’s shows tabular
representation of information and diagrams are used for graphical
representation of the same. The data analysis dealt with analytical
questions, about adequacy of existing systems, improvements
required.

19
 1. What influenced you to take up the dealership of Metcon
steels?

No. of respondents Percentage

Quality 10 40%
Customer demand 6 24%
Brand image 9 36%
Total 25 100%

Interpretation:

40% of the respondents say they took the dealership of Metcon

steels due to its quality. 36% of the respondents say that it’s
because of the brand image. 24% of them say that it’s because of
customer demand.

20
Inference:

Most of the respondents say that they took the dealership of

Metcon steels because of its quality.

21
 2. What is your opinion about the quality of Metcon steels ?

No. of respondents Percentage

Excellent 20 80%
Good 3 12%
Satisfactory 2 8%
Total 25 100%

Interpretation:

82% of the respondents say that the quality of Metcon steel is

excellent. 12% say that the quality is good and 8% of them say that
the quality is satisfactory.

22
Inference:

Majority of them say quality is excellent.

23
 3. Do customers come asking for this particular brand?

No. of respondents Percentage

Yes 18 72%
No 7 28%
Total 25 100%

Interpretation:

725 of the respondents say that customers come asking for this
particular brand. 28%of them say that customers do not come
asking for Metcon steel.

24
Inference:

Most of them say that customer come asking for Metcon steel

25
 4. What type of consumers buys your products?

No. of respondents Percentage

Retailers 5 20%
Whole sellers 5 20%
Builders 10 40%
Others 5 20%
Total 25 100%

Interpretation:

40% of the products are sold to builders while only 20% are sold to
retailers,wholesalers&builders.

26
Inference:

Majority of the products are bought by the builders.

27
 5. Do you get additional promotions?

No. of respondents Percentage

Yes 25 100%
No - -
Total 25 100%

Interpretation:

All, 100% of the respondents say that they get additional

promotions.

28
Inference:

All the respondents say that they get additional promotions.

29
 6. How is the price of Metcon steel compared to other brands?

No. of respondents Percentage

High 25 100%
Medium - -
Low - -
Total 25 100%

Interpretation:

100% of the respondents say that the price of Metcon steel is high
compared to other brands.

30
Inference:

All of the dealers say that the price is high.

31
 7. In how much quantities do you buy the product?

No. of respondents Percentage

1-5 ton 15 60%
6-8 ton 8 32%
9-12 ton 2 8%
13 -15 ton - -
Total 25 100%

Interpretation:

605 of the respondents buy a quality of 1-5 tons. 32% of them buy
6-8 ton and 85 of them buy 9-10 tons.

32
Inference:

Majority of the respondents buy 1-5 tons of the product.

33
 8. How much quantity you are able to sell?

No. of respondents Percentage

1-5 ton 20 80%
5-10 ton 5 20%
10-15 ton - -
15 -20 ton - -
Total 25 100%

Interpretation:

80% of the respondents say that they sell up to 5 ton. 20% of them
say they sell up to 10 tons.

34
Inference:

Most of the respondents say they sell up to 5 tons.

35
 9. Would you influence your customers to buy a particular brand?

No. of respondents Percentage

Yes 10 40%
No 15 60%
Total 25 100%

Interpretation:

60% of the respondents say that they do not influence the

customers to buy a particular brand. 40% of the respondents say
that they don’t influence the customers to buy a particular brand.

36
Inference:

Most of the respondents do not influence the customers.

37
 10. Do you get credit facilities?

No. of respondents Percentage

Yes 20 80%
No 5 20%
Total 25 100%

Interpretation:

80% of the respondents say that they get credit facilities while
20% say they don’t get proper credit facilities.

38
Inference:

Majority of the respondents get proper credit facilities.

39
 11. Do you get proper commission?

No. of respondents Percentage

Yes 16 64%
No 9 36%
Total 25 100%

Interpretation:

64% of the respondents say that they get proper commission while
36% say they don’t get proper commission.

40
Inference:

Most of them are getting fair commission.

41
 12. Are you satisfied with the sales of Metcon steels?

No. of respondents Percentage

Yes 13 52%
No 12 48%
Total 25 100%

Interpretation:

52% of the respondents are satisfied with the sales of metcon

steels.

42
Inference:

Most of them are satisfied with the sales of Metcon steels.

43
 13. Does the company meet the damage claim?

No. of respondents Percentage

Yes 25 100%
No - -
Total 25 100%

Interpretation:

100% of the respondents say the company meets the damage claim.

44
Inference:

All the respondents say the company meets the damage claim.

45
 14. Does the company representative visit you regularly?

No. of respondents Percentage

Yes 25 100%
No - -
Total 25 100%

Interpretation:

All of them say that the company representatives visit them

regularly.

46
Inference:

All the respondents say that the company representatives visit them
regularly.

47
 15. Are you satisfied with the company’s advertisements?

No. of respondents Percentage

Yes 20 80%
No 5 20%
Total 25 100%

Interpretation:

80% of the respondents are satisfied with the product

advertisement, while others are not that satisfied.

48
Inference:

Majority of the respondents are satisfied with the product

publicity.

49
 16. Are you the main source of dealership of Metcon steels?

No. of respondents Percentage

Yes 5 20%
No 20 80%
Total 25 100%

Interpretation:

Majority of the respondents say that they are not the main source
of dealership of metcon steels.

50
Inference:

Most of the respondents are not the main source of dealership of

metcon steels.

51
Findings

52
 Findings

1. Most of the respondents say that the quality is excellent.

2. Most of the respondents say that the customers come asking

for this particular brand of Metcon steel.

3. All types of customers buy the products of Metcon steel.

4. All the respondents say that they get additional promotions.

5. All the respondents say that the price of Metcon steel is

higher compared to other brands.

6. Most of the respondents buy 1-5 tons of the products.

7. Most of the respondents say that they sell up to 5 tons.

8. Most of the respondents do not influence the customers to

buy a particular brand.

53
9. Most of the respondents say that they get enough credit
facilities.

10. Most of the respondents get fair commission.

11. Most of the respondents are satisfied with the sale of Metcon
steel.

12. All the respondents say the company representatives

visit them regularly.

13. All the respondents say the company meets the damage claim.

14. Most of the representatives are satisfied with the

company publicity.

15. Most of the respondents say they took the dealership of

Metcon steels due to its quality.

16. Most of the respondents are not the main source of dealership
of Metcon steels.

54
Suggestions
55
 Suggestions

1. Most of the shops should sell Metcon steel and the dealers
must be given even better commission.

2. As Metcon steel products are expensive, small shops hesitate

to take up the dealership given even if they wish to.

3. Most of the dealers are not satisfied with the product

advertisements so it must be increased if possible.

4. Most of the dealers are not able to sell the whole quantity
they take with the time limit, so adjustments must be made
for these.

56
Conclusion

57
 Conclusion

From the study the researcher got the information that the Metcon
steels LTD is a leading company in the production of steel products.
The satisfaction level of the dealers is very good. The existing
satisfaction level can be increased by taking necessary steps that
are suggested, so that the overall sales may also increase.

58
Annexure

59
 Questionnaire:

General information:

Name:

Address:

Place of business:

1. What influenced you to take up the dealership of Metcon

steels?

Quality [ ]Customer demand [ ] Brand image [ ]

2. What is your opinion about the quality of Metcon steels?

Excellent [ ] Good [ ] Satisfactory [ ]

3. Do customers come asking for particular brand?

Yes [ ] No [ ]

4. What type of consumers buys your product?

Retailers [ ] Wholesalers [ ] Builders [ ] Others [ ]

60
5. Do you get additional promotions?

Yes [ ] No [ ]

6. How is the price of Metcon steel compared to other brands?

High [ ] Medium [ ] Low [ ]

7. In how much quantity you buy the product?

1-5tons [ ]6-8tons [ ] 9-12tons [ ] 12-15tons [ ]

8. How much quantity are you able to sell?

1-5tons [ ]5-10tons [ ] 10-15tons [ ] 15-20tons [ ]

9. Would you influence your buyers to buy a particular brand?

Yes [ ] No [ ]

10. Do you get credit facilities?

Yes [ ] No [ ]

11. Do you get proper commission?

Yes [ ] No [ ]

61
 12. Are you satisfied with the sales of Metcon steel?

Yes [ ] No [ ]

13. Does the company meet the damage claim?

Yes [ ] No [ ]

14. Does the company representative visit you regularly?

Yes [ ] No [ ]

15. Are you satisfied with the product advertisement?

Yes [ ] No [ ]

16. Are you the main source of dealership of Metcon steels

in your area?

Yes [ ] No [ ]

Suggestions:
……………………………………………………………………………………………………………………………
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……………………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………………

62
……………………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………………
……………………………………………………………….

63
 Bibliography

1. WWW.METCONSTEELS.ORG

2. Marketing principle : S.P. Jain

3. Business rules : S Agarwal

4. Business and Marketing : R. S. Sharma

64