TRF LIMITED

( )

COMPETITIVE SPACE OF TRF IN BULK MATERIAL

HANDLING INDUSTRY IN INDIA

UNDER THE GUIDANCE OF: SUBMITTED BY:

MR.DEEPAK YADAV ADITEE ADHARJEE
ADM (MARKETING) SBS
SIOM,VADGOAN

CONTENTS

2
 CHAPTER
Page No

CHAPTER-1
5 - 10
Introduction Of The Study
6
Objective Of The Study
8
Research Methodology
9
Limitation 10

CHAPTER-2 11 - 20
(About The Company)
Company Profile
12
A View Of Regional Office 15
Collaboration 16
Historical Highlights 17
Principal Of Company 19
Organization Structure
20

CHAPTER 3 21 - 29
(An Insight Into The Organization)
Vision And Mission 22
Function Of TRF
23
Customer & Competitors
25
TRF Business And Services 27
Working Procedure 28

CHAPTER-4 30 -
43
(About The Project Work)
PRESENT SCENARIO OF STEEL INDUSTRY 31
Marketing Area Of TRF 32
Marketing Strategy 33
Selecting The Target Market 35
Developing The Marketing Mix 37

3
 Pricing Techniques Of TRF 38
Selling Methods Of TRF 40
Sales Promotion 42

CHAPTER-5 44 -
54
(Competitive Analysis)
Competitive Analysis
45
SWOT Analysis
46
Management Discussion And Analysis 49
Annual Reports
51
Summarized Profit & Loss And Balance Sheet 52
Comparison With The Competitors
54

CHAPTER –6 55 -
57
Conclusion 56
Comments And Suggestion 57

APPENDIX
Bibliography
Questionnaire

Acknowledgement
The project work internship at TRF Ltd. has been a great learning
experience from this organization. It is all about learning besides lasting friendship
of many nice people. I take this opportunity to acknowledge several persons who
were a great help in making this project work a successful one.

I would like to pay my sincere thanks to Mr. P.K.Tibdewal (Chief BHME

Division), Mr. G.Chander(OED),for their sincere co-operation. They arranged
necessary information & data related to TRF Ltd.

I am grateful to MR. Deepak yadav(ADM makerting)my corporate guide,

for his excellent guidance & co-operation during the summer training. He gave me

4
sufficient time from his busy schedule & helped me in selecting such a challenging
project topic.

I would also like to express my warm gratitude to Mr. M.H Patel(Head HR)
for giving me a chance to do my project work internship at TRF Ltd.

I am very much thankful to Mr. A.P. Mahanty (HRD) for his sincere help.

I am specially thankful to whole product marketing division for providing me

their best possible co-operation without which it could not have been possible for
me to do training program over here.

Finally, I should not forget my parents & friends whose silent contribution
and encouragement has always motivated me towards my job.

PROLOGUE
I (Aditee Adharjee) a Student of SINHGAD INSTITUTE OF
MANAGEMENT,VADGAON, PUNE am submitting the project report on
“COMPETITIVE SPACE OF TRF IN BULK MATERIAL HANDLING INDUSTRY
IN INDIA” for the partial fulfillment of the requirement for the award of PGDM.

This report is the sincere efforts to reveal the expression of my experience,

observation and study during two months of Industrial Training undergone as a
part of my “ POST GRADUATE DIPLOMA IN MANAGEMENT” curriculum from “
SINHGAD INSTITUTE OF MANAGEMENT”. This industrial training at TRF Ltd.,
Jamshedpur, in the field of marketing has helped me to gain practical knowledge
and information by actually being a part of the corporate world for two months.

5
 Marketing is indeed the most dynamic and challenging function of modern
business. Today marketing does not only mean selling but it is more of identifying
competitive strategies in respect of customer need and satisfying them. Different
strategies need to be developed to survive and grow in this phase of cutthroat
competition. In this venture of mine, I have tried to find out the optimum process of
Business in view of Industrial Marketing by studying and analyzing the internal
and external factors of competitive strategies in since of Present Market that have
an impact on developing the marketing strategies of TRF.

As a part of my study (PGDM) I have to undergo training in any reputed

company. I got an opportunity to do my training in TRF Ltd. (A TATA Enterprise)
Established in 1962, which are prime and leading companies in India in the field of
Design, Manufacture, Supply, and Installation & Commissioning of Bulk Materials
Handling System/Equipment.

TRF Ltd. Deals in Manufacturing, Bulk Materials Handling System. In the

beginning of the period, the company provided me a project. The title of this
project was “COMPETITIVE SPACE IN BULK MATERIAL HANDLING IN
INDIA”. In different industry segment vis. Power, Aluminum, & Petro-coke.

During the training period, I came across many new things, as this sector
was totally new to me. I started my project with the product manufactured by the
company. I devoted my initial period of training in knowing about the product and
its specification. Then I moved on to the working area of the company, to know
which type of service the company is providing to its customers, who are the
Customers of TRF Ltd. & who are the main Competitors of TRF.

In the Following pages, I have written a Comprehensive Report.

Although my Project work was of short duration compared to the Vastness

and scope of the study,I have
tried my level best to prepare a credible and acceptable report on the subject and
suggest some improvements.

Through it is not possible to study all the factors that have straight impact
on formulating competitive strategies, in the short time of 45 days, Yet I have tried
my best to bring about the impact of finding out the competitive strategies of
marketing and formulating the optimum business process and so on. I have tried
to bring about SWOT analysis for the organization and also have given some
suggestion measure, which I expect would help the company in achieving its
common organizational goal. This project report is suggestive not executive. I beg

6
to be excused, if some errors and omissions crept in the completion of this
project.

DECLARATION

I hereby declare that the project work title “COMPETITIVE SPACE OF TRF
IN BULK MATERIAL HANDLING INDUSTRY IN INDIA” submitted to TRF Ltd.
Jamshedpur in partial fulfillment Of the requirement for the purpose of Summer
Training Project is a record of Original research work done by me during the
period of 5th MAY to 20th June 2010 under the supervision and guidance of Mr.
DEEPAK YADAV(ADM, Product Marketing Division )
It has not been duplicated from any other earlier works and all information
provided in this report is genuine.
It has not been submitted to any other university or for any other degree.

7
 DATE:

PLACE:
________________________

ADITEE ADHARJEE

Introduction of the Study

In My Summer Training in the TRF Ltd. My Topic Was “COMPETITIVE
SPACE OF TRF IN BULK MATERIAL HANDLING INDUSTRY IN INDIA” In this
Topic Concerns firstly see where the Bulk Material Supply & Present market
condition & where TRF stands in Bulk Material Handling System. The Major
Threats of TRF are its tough competitors and the Technological developments.

In this Project, I concentrated on the Reference List that helped me to

get the knowledge of the market and: -

 Year of commencement
 Supply of bulk material equipment
 The major customers
 Technological collaboration
 Marketing Strategies
 About sales Division

8
  Sales Promotion division
 Regional Office

The detail information about the company relating to: -

• The major client

• Location of client
• Type of bulk material supplied
• How they get order received and tender submit
• Marketing strategy of companies
• Marketing department
• Major Competitors

Finally I have showed the tender appraisal and Annual report in form of graph.

Objective of the Study

Management Course is a course that teaches the student to get the work done
properly from available resources. Viz. Man, Machine, Materials and Money etc.
So that this can be satisfaction both at the management side and at the workers
side who plays a significant role in achieving success. So far, for the fulfillment of
the course, project training is mandatory for each student to be accustomed to the
situation of the concern.

The main objective of such training is to make theoretical ideas into

practical aspects. A student learns different theories, case examples of practical
aspects in books. However, unless these are not implemented properly in real life,
these will be no use. Therefore, such a short but useful training period provided
the student of learn & to develop him or herself by applying there theoretical views
in real life. Besides this training is essential to improve skills power to tackle
unfamiliar situation to talk with the different personalities to make decisions and
after all create a good and corporate environment amongst the employee so that
in further after completion of the Management Course a student can adopt the
situation of the concern quickly.

9
 Based on these aspects I being a student of SINHGAD INSTITUTE OF
MANAGEMENT,VADGAON, PUNE. I had gone through the summer training at
TRF Ltd, Jamshedpur. The Topic as Suggested by my guide is on
“COMPETITIVE SPACE OF TRF IN BULK MATERIAL HANDLING
INDUSTRYIN INDIA” During my training I have been able to go through Pricing,
Marketing Strategies, SWOT, Competitors and other in stipulated time duration
on the Product Marketing division of TRF Ltd.

Methodology

The Following are the various sources through which I have been able
to collect various report of the company (TRF Ltd.):-

 ON SITE OBSERVATIONS.
 IN HOUSE MAGAZINES OF TRF LTD.
 PRINTED CATALOGS.
 ANNUAL REPORTS.
 DISCUSSION WITH SALES PERSONEL.
 NEWS PAPER AND MAGAZINES.
 TRF’S WEBSITE

As my project is completely based on secondary data i.e I have

gathered all the information from Websites, Magazines, journals etc.The
information have been analyzed here and a comparison between the products of

10
different competitors have been done to see the expansion of the different
companies in different sectors.

Limitations
During the period of my training, it was not possible for me to go through entire
topic very well. The most restriction what I felt is on my topic, due to this I had to
concentrate in my topic and the other things had to side lined. Beside this, the
following limitations I have come across in course of doing the training.

 The study is largely dependent on the facts and figures obtained

from the Secondary data.

 Time factor was the most important limitation on preparing this

report. The time period for training as too short to collect the
required information.

 The top executives could not be able to give exact position of the
concern due to their own work.

11
  As the customers are not easy to approach because the customers
are located inside jamshedpur.

 The Most of clients of TRF LTD i.e. NTPC, BHUSAN STEEL, BHEL
etc are located outside Jamshedpur and to personally meet the
personal of these companies was not possible.

 It is not possible to get every minute details as the company has its
own limitations regarding revealing of internal facts and figures.

Due to the above fact it has not been possible for me to prepare this report
according to my desire. However, I have tried my best to prepare this report from
available data and information.

About company
TRF Limited is part of the TATA Group of Companies – India’s leading
business group in the private sector. As India’s largest private sector employer,
the group today has a family of about 225,000 employees. The TATA group is
proud to have been pioneer in India in areas like –

• Integrated steel plant

• Power utility
• I.T. software venture
• Luxury hotel chain
• Indigenous passenger car
• Chemical and salt works and so on.

TRF, incorporated in 1962, on its part, has been the leader in

engineering, manufacture, supply, erection, testing and commissioning of bulk
material handling equipment and systems in India.Today TRF, with its expertise
and extensive experience, provides a wide range of quality equipment,systems
and services for material handling, mining, sizing and dressing of bulk materials.

12
With the amalgamation of two TATA Companies – Tata Material Handling
Systems Limited (formerly TATAMANGHH Limited) and Tata Technodyne
Limited – in April 1999, TRF now offers the most comprehensive range of port,
yard and bulk material handling equipment and allied services and systems. It
also carries out project implementation on EPC (engineering, procurement and
construction) basis or provides EPC (engineering, procurement and construction
management) services for setting up of small and medium size plants.

The Company operates through the following four divisions:

 Bulk Material Handling Equipment Division

This division, with its manufacturing facilities located at Jamshedpur,

specializes in design and manufacture of a wide range of equipment, especially
for bulk material handling.

 Bulk Material Handling Systems Division

Based at Jamshedpur, this division offers complete material handling

and allied systems and services on turnkey basis from concept to commissioning.
It also delivers stamping-charging pushing systems for coke oven projects and
coal dust injection systems for blast furnaces.

 Port and Yard Equipment Division

This division, operating from Kolkata, specializes in design, supply,
erection and commissioning of bulk and unit material handling equipment for ports
and stockyards including level luffing cranes, ship loaders and unloaders,
container cranes, stacker-reclaimers and special purpose cranes for power and
metallurgical plants. The division also offers a range of services for these sectors.

13
 Vision and mission

• Vision:

WE WILL GROW FIVE TIMES IN FIVE YEARS AND BECOME A RS

2500 CRORE COMPANY BY 2013, BY ENHANCING FOCUS ON MATERIAL
HANDLING BUSINESS AND ENTERING NEW BUSINESSES AS NECESSARY.
WE WILL EXPAND OUR BUSINESS ON A SUSTAINABLE BASIS
BY BUILDING A TEAM THAT IS PASSIONATE ABOUT SERVING ALL ITS
STAKEHOLDERS AND IS COMMITTED TO MAKING TRUST, RESPECT AND
FELLOWSHIP, A WAY OF LIFE.

• Mi
ss
io
n:

TO BE
AN

14
INTERNATIONAL LEADER IN MATERIAL HANDLING EQUIPMENT,
PROCESSES AND SYSTEMS

Values and Business principles

• VALUES:

 TRUST:
State of being responsible for someone or something

 RESPECT:
Due regards for feelings and for rights of others

 FELLOWSHIP:
A group of people meeting to pursue a shared interest
or aim

 EXCELLENCE:
Possessing good qualities to a high degree

 RESPONSIBILITY:
Ability to be responsible for our conduct and activities

• BUSINESS PRINCIPLES:

 Sense of urgency

 Continuous Improvement

 Consistency and detail

15
 Objective of the organization
As we know that organization is a coordination of human and Non human
resources to accomplish predetermined objectives also have certain objectives
which can be categorized under two heads.

• MICRO LEVEL OBJECTIVES

1) Profit maximization
2) Maximum value to shareholders.

• MACRO LEVEL OBJECTIVE

1) Customer satisfaction by providing them quality product

Product and efficient turnkey projects.

2) To supply bulk material and processing engineering to

Public and private sectors of India and abroad.

3) Provide better social life to employees and workers.

4) Strengthening the economy of India.

5) To achieve better industrial relation

6) To provide maximum opportunity for individual development.

Other than above,TRF’S some prime objective include ;
maintaining consistency in the business and incremental
growth ; adjusting and increasing pricing relationally ; controlling
the cost By inward integration ; satisfying the ego of the people ,
within and out side the organization .

Historical highlights

16
 TRF was incorporated in the year 1962 with TATA IRON AND STEEL
CO. (TISCO) AND ASSOCIATED CEMENT COMPANY (ACC) as it’s promoters.
It had technical collaboration with HEWITT ROBINS OF USA and FRASER &
CHALMER OF GENERAL ELECTRIC COMPANY (GEC) of UK.

Initially the company was called as TATA ROBINS AND

FRASER but in 1994, it became TRF LIMITED (A TATA ENTERPRISE) .The
Company commenced it’s commercial operation from 1965 onwards.
During 1995-96 financial year, TRF’S product group received certification
under the ISO –9001 standards. TRF Limited has been operating under
INDUSTRIAL LICENSE NO. L/S (A-60/13-NE DATED 6TH APRIL, 1962)

With effect from 1ST APRIL, 1999, two others group companies, namely
TATA MATERIAL HANDLING SYSTEM LIMITED (TMHS) FORMELY TATA
MAN-GHH, established in 1979,andTATA TECHNODYNE (TTDL),
established in 1997, were amalgamated with TRF.

1962- Formation of TRF with equity (Rs 60 Lakhs), Participants of

TISCO, ACC, GEC (U.K), HEWITT ROBINS (USA)

1965- Commencement of commercial operation.

1967- TRF’S first coal handling system commissioned at CESC’S

conspire generating stacker commissioned at Kolkata

.
1974- TRF’S coal washery set for TISCO at Dhanbad.

1975- TRF’S first ship loader had commissioned at Haldia port.

1976- TRF’S owned centre formed and approved by the department of

Science and technology, Goa

1977- India’s longest downhill system commissioned by TRF at National

mineral development corporation Balaidilla Mines.

17
1978- TRF’S paid up capital enhanced to Rs 3.12 Cr. by the issue
Of public shares.

1979- TRF’S radial handling system commissioned at CEMENT

CORPORATION OF INDIA Neemuch plant.

1980 - TRF’S high speed screens commissioned at KUDRE MUKH

IRON ORE MINES. TRF’S first moving Wagon Loader
Commissioned at CHAINPUR site.

1982- TRF’S coal handling system for NTPC SINGRAULI

Commissioned.

1986- TRF’S paid up capital enhance further 20.1 million by issue

Of right debenture and share holding break –ups.

TISCO - 24.43 %
ACC - 11.93%
HEWITT ROBINS - 5.41%
GEC (U.K) - 9.14%
PUBLIC - 49.03%

- Industrial license for manufacturing of SIDE DUMP

LOADERS (SDL) and LOAD HAUL DUMPERS (LHD)
issued by The Government of India.

- An agreement is made for manufacturing of the

STAMP-CHARGING-PUSHING MACHINES and
CHARGING GAS CLEANING CASE in collaboration with
M/s SAARBERG INTERPLAN OF WEST GERMANY.

1987 - Industrial license for manufacturing of AFORESAID

Equipments issued by Government of India.

18
 1988 - An agreement is made for the manufacture of the Cone
Crushers, Jaw Crushers, Impactors, Double Roll Crushers
And Apron Feeders in collaboration with M/s KURIMOTO
Ltd (JAPAN).

1993 - Mr. J.R.D TATA, Bharat Ratna recipient, the doyen of

Indian Industry and a guiding force behind the TATA
ENTERPRISE passed away on 29TH NOV1993 in GENEVA.

1994 - The company share holders approved a proposal to change

the name of the company to TRF Ltd.
-Name changed on 2ND NOV1994.

1995 - TRF’S product group received certification under

ISO-9001:2000 Standards.

2007- TRF acquired 51% stake in York Transport Equipment

(ASIA) PTE Ltd, Singapore
York Transport Equipment is engaged in the business
Of manufacturing and distributing trailer undergears and
Trailer components and has a presence in 27 countries.

2008- TRF launched first Mobile Stone Crushers

Resources
 Design and Engineering:

19
 Each equipment is designed to suit the specific application for which
it is intended. Application engineering plays a vital role in the organization and
guides the various departments so that the product or service provided meets
the customer’s expectations.

The experience of TRF’s specialists and their knowledge, integrated

with the tender specification and customer requirement, is used for improved
performance and reliability. Inputs from the company’s overseas associates
also help in offering world-class products and services to customers.

Extensive CAD networks, interfaced with business information

systems, provide the backbone for efficient operation of key processes.
Advanced design and analysis software provide the flexibility for customizing
the designs of products and systems with speed and reliability to match
customers’ needs.

 Manufacturing:

The well laid out workshop at Jamshedpur is equipped with modern

and continuously updated plant and machinery to cater to the products and
services offered by TRF. CNC machines are employed for critical and
precision operations. The machines, together with the skills of the trained
workforce, ensure products of the highest quality in the shortest time. Quality
is in-built – starting from raw material testing right up to the final product.

TRF’s quality systems are certified to International Standard ISO 9001.

 Project Management and Information Systems:

World class project management software with on-line data up-date

facility provides essential and timely information for resource planning and
execution of projects in shortest possible time,thereby giving competitive
advantage to customers.

 Human Resources:

TRF views its employees as its most valuable resource. The vast
experience and expertise of the qualified and trained personnel ensure start-to-
finish customer satisfaction.

20
Expert teams, comprising of all vital disciplines, constitute the base for each of our
technologies, which are backed by R&D, marketing, sales, procurement,
information analysis, accounts, finance and human resource development. Great
emphasis is placed on training and education of the employees to hone their skills
and make them fully conversant with the latest developments.

 Quality Management:

To ensure that its customers receive consistently reliable products

and services, TRF has the required Quality Management System in place. The
Quality Management Systems of the Bulk Material Handling Equipment Division
and EPC & EPCM Division are certified as per ISO 9001: 1994 and that of Port &
Yard Equipment Division as per ISO 9001: 2000.

Division wise product profile

 Bulk Material Handling Equipment:

21
 TRF has been supplying equipment for a wide range of material
handling systems and applications since 1962.

The variety and range of components for conveying, feeding, crushing

and screening applications and also for loading and unloading of railway wagons
has been supplemented with specialized products like under ground mining
vehicles.

The products / equipment of this division comprise –

The products / equipment of this division comprise-

(1) Conveyor components, idlers, pulleys and accessories
(2) Crushers - Jaw crushers
- Impactors
- Roll crushers
- Ring granulators
- Rotary breakers
- Ball mills
- Hammer mills
- Pulverizes

(3) Screening equipment - Mechanical Vibrating Screen

- Scalpers
- Slurry screens
- Foundry shakeouts

(4) Feeders - Vibrating feeders

- Apron feeders
- Plough feeders
- Rotary table feeders

(5) Wagon tipplers & marshalling equipment

(6) Wagon loaders

(7) Shuttle conveyors

(8) Belt & chain elevators

(9) Conveyor trippers

(10) Grab buckets

(11) Mining vehicles - Load haul dumpers

- Side dump loaders

22
(1) Conveyor components

Conveyor may be best described as equipment for conveying a

definable shape such as cartoon, pallet or casting. The load is usually
placed directly on the conveyor, which is why the relationship between the
load and the conveying surface is very important.

Conveyor Pulleys:

The pulleys, which supports and direct the belt and control its tensions.

Conveyor Idlers:

The idler’s which from the supports for the troughed carrying strand of the
best and the flat return strand.

23
CONVEYOR IDLERS

CONVEYOR PULLEYS

24
SHUTTLE CONVEYORS

25
 TRAVELLING TRIPPERS

(2) CRUSHERS:

It is usually a stage process, utilizing in the successive steps

machines specially suitable for reduction of particular sizes. The stages starting
with the crude as minded or quarried and comprising successive reduction steps
down to final stage or stages employed for production of finest sizes are called
crushing.Special attention is given to the crushing elements to ensure maximum

26
wear life and, together with the driving elements; these are protected from
damage from tramp iron or other uncrushables in the feed.

Different types of Crushers manufactured by TRF’s are:

JAW CRUSHERS

27
 IMPACTORS

RING GRANULATOR

28
ROLL CRUSHERS

29
CONE CRUSHERS

30
 ROTARY BREAKERS

(3) SCREENING EQUIPMENTS:

TRF offers its customers “screening solutions” and not just screens.

31
The screens are selected, engineered and manufactured utilizing TRF’s proven
technology and vast experience. Each new screen is optimized for its motion,
throw, and speed and weight characteristics resulting in greater value to the
customer. Depending on the application, one of the basic vibratory motions –
circular, elliptical or linear – is adopted in TRF screens for reliable, all weather
operation.
In industries where Bulk Materials and solids are processed, TRF
vibrating screen is synonymous with high quality and efficiency. TRF vibrating
screen are rugged and designed for a long lifetime and minimum operating cost
with low maintenance. Correct drive selection is very much important for constant
screening efficiency, long life, low operating cost and highest possible output.

Different types of screens are:

32
 VIBRO-PULSE SCREENS

TRUFLO STEPPED DECK GRIZZLY SCREENS

HIGH-SPEED SPECIAL SCREENS

33
 ULTRAFLO VIBRATING SCREENS

TRUFLO VIBRATING SCREENS

4) FEEDERS:

To assure a uniform flow of a solid between storage, handling and

processing equipment requires careful application of a bulk feeder. Feeders must
not only meter material at the exact rate the receiving unit is designed for but also
eliminate surges to assure a constant flow. Task that feeders can be called upon
to perform include transfer of raw materials from rail or truck dump hoppers to
conveyors, raw or semi – processed materials from bins to process units such as
crusher’s, dryer’s, grinder’s, blender’s, mixer’s and finished products into final
packing operations. Considerations must be given to the changing characteristics
of a solid material as it passes from through semi – processed to finished product
state.
TRF vibrating feeders, like the vibrating screens, are selected, engineered
and manufactured with the same meticulous care and with state-of-the-art
technology backed by wide experience to ensure reliable and trouble free service.

34
ULTRAFLO VIBRATING FEEDERS

UNBALANCED MOTOR FEEDERS

35
GRIZZLY FEEDERS

36
APRON FEEDERS

37
PLOUGH FEEDERS

38
WAGON LOADERS

39
WAGON TIPPLERS & MARSHALLING EQUIPMENT

40
 MINING VEHICLE
Side discharge loaders for underground operation

41
 GRAB BUCKETS
Dual scoop and orange-peel types
 BULK MATERIAL HANDLING SYSTEM:

TRF’s proven record of 45 years in the field of material handling

systems for the core sectors of coal, cement, power, ports, mining, fertilizers and

42
steel has established it as one of the leading companies in India in the field of
design, manufacture, supply, installation and commissioning of these systems.
TRF also offers sate -of-the-art pulverized coal dust injection system for blast
furnaces and stamping-charging-pushing machines for coke oven applications.

INDUSTRIES SERVED BY TRF:

(I) POWER
(II) STEEL
(III) CEMENT
(IV) PORTS
(V) MINES
(VI) DAM CONSTRUCTION
(VII) ROAD CONSTRUCTION
(VIII) CHEMICAL/PROCESS
INDUSTRIS AND SO ON.

Some Uniqueness projects executed by TRF include –

 Downhill regenerative conveyor system for an iron ore mine at Bailadilla

 Coal handling plant for India’s first super thermal power station at Singrauli
 High-speed vibrating screen for iron ore concentrators for Kudremukh Iron
Ore Co.
 Automatic mobile wagon loader for coal and iron ore for Tata Steel
 Circular stockpiling, blending and reclaiming system for the cement
industry
 Coal washery
 Coal dust injection system for blast furnace, and
 Stamping-charging-pushing machine for coke oven.

TRF not only take up turnkey projects in material handling areas, but
also assist the customer in conceiving the project and work together to its
successful commissioning in time and within cost.

TRF’s trained engineering department provides all necessary backups

for operation, maintenance and interfacing with the rest of the plant. The project
management system, equipped with modern project management tool and
techniques, provides essential and timely data for resource planning to meet
deadlines.

43
 Coal Handling Plant
A P State Electricity
Board,
Kothagudem, India

Cross-country
Conveyor System
Ranjit Sagar Dam
Project,
Punjab, India

Down Hill Ore Conveyor

System
National Mineral Dev Corpn,
Bailadilla, India

44
COAL BENEFICIATION SYSTEM:

TRF offers the most appropriate technology in the field of dense-media

cyclone-cum-flotation process using jig system for coal beneficiation. The barrel
washer system, using self-generated media, works out to be an economic solution
for de -shaling requirements.
In association with Grinaker-LTA of South Africa, TRF offers compact
washeries with state -of-the art technology.

Coal Washery
Tata Steel, West Bokaro, India

Metallurgical Coal Washery

Tata Steel, Bhelatand, India

45
COAL DUST INJECTION SYSTEM:

Coal dust injection system for blast furnace is a commercially imperative

process. TRF offers the benefits to customers with the state -of-art technology of
its associates, Claudius Peters Technologies of Germany.
Fine pulverized and dried coal is uniformly conveyed in dense-flow mode in
the medium of safe nitrogen gas through the blast furnace tuyeres and injected
into the furnace through special lances. The flow rate is regulated through
programmable logic controller.

These results in
– Significant reduction in expensive coke consumption, and
– improved overall blast furnace productivity.

STAMPING, CHARGING AND PUSHING SYSTEM:

The coke oven batteries, the charging of stamped coal has

established remarkable advantages in the coking process. TRF supplies
and installs these systems in association with Koch of Germany.

Stamp charging machines are designed to carry out the following

operations with accuracy in a pre-programmed sequence:

– stamp the crushed and moist coal into a stable cake,

– Front charge into the ovens,

– push the readied coke to the wharf side.

The machine is automated with user-friendly controls to reduce operator

fatigue.

46
 Port & Yard Equipment:

47
 TRF also serves bulk material handling equipment for ports, shipyards,
power plants and metallurgical units, and provides consulting and maintenance
services for those sectors.
Equipments supplied by TRF in these sectors are:

 Maritime technology – Level luffing cranes – unit handling

– Level luffing cranes – grab duty
– Ship and barge unloaders
– Ship and barge loaders
– Shipyard gantry cranes
– Rail mounted quay container cranes
– Rail mounted gantry container cranes
– Rubber tyred gantry container cranes

 Bulk handling – Stackers

– Bucket wheel on boom reclaimers
– Combined stacker reclaimers
– Bridge type reclaimers

 Metallurgical cranes – Ladle cranes

– Special purpose cranes.

TRF enjoys a reputation in the market as the leading supplier to ports in

India and competes with global players with success. The largest luffing grab
cranes and ship unloaders in India have been supplied by TRF.

Grabbing Level Luffing Crane

Visakhapatnam Port, Vizag, India

48
 Shipyard Crane Grabbing Level Luffing Cranes
Cochin Shipyard, Cochin, India Tuticorin port,Tuticorin, India

Grab Barge Unloader

Ispat Industries, Dolvi, India

49
 Grab Ship Unloader
Steel Mill Ladle Crane
Fact Engineering, Cochin Port, India Tata Steel, Jamshedpur, India

Stacker-
cum-
reclaimer;
National
Thermal
Power
Corpn,
Singrauli,
India

 In

association with Samsung Heavy Industries, Korea TRF also supplies

Container Handling Cranes.

50
Rubber Tyred Gantry Cranes

Rail Mounted Quay Cranes

Collaboration
51
 To compete in the market TRF always tries to collaborate with all world
leading companies for technologies and new services areas. Some of the
important collaborations are:

Collaborations with Kurimoto, Japan for manufacture of Cone, Jaw, Roll

Crushers and Apron Feeders in addition to the existing live of crushers and with
AUBEMA Machine fabric GmbH, Germany for reversible impactors. Thus TRF
have the full range of crushers to cater to all crushing applications.

Collaboration with Techint Italimpianti, Genoa, Italy, for heavy and mobile
equipments like stackers Reclaimers, Stacker-cum-Reclaimers, ship loaders and
ship unloaders, with this collaboration and by virtue of their experience having
installed a n number of similar machines of their own design, which are operating
satisfactorily, TRF are in a position to supply state of the art machines suitably
adopted for the operating conditions in India.

Collaboration with Saarberg Interplan, Germany (now with Koch

Transporttechnik GmbH) for Coal Stamp charging technologies for Coke Ovens.

Collaboration with BMH Claudius Peters, Germany, for Coal Injection

system for Coke Ovens.

Collaboration with Deilman-Haniel, Germany for Side discharge Loaders.

Collaboration with Schalker Eisenhutte Maschinenfabrik GmbH

(Schalke) Germany for Coke Ovens service machines.

Collaboration with BATEMAN Engineered Technologies Limited, South

Africa for high speed and High Capacity Conveying Systems.

MERGERS AND ACQUISITION

IN SEP,2009

52
• The acquisition of YORK TEA. LIMITED (YTEA), SINGAPORE, for trf ltd was
a major step towards diversification. york tea, a wholly owned subsidiary of
baker technology lim-ited, is the registered & beneficial owner of nine
subsidiaries across the world.

• On a rapid growth path, TRF ltd recently acquired the DUTCH LANKA
TRAILER MANUFACTURERS LIMITED.

A World Class Trailer Manufacturing Company, DLT has manufacturing facility

in Sri Lanka, which has a market reach for trailers in as many as 30 countries.
Dutch Lanka Engineering (Private) Limited, 100% subsidiary of DLT in Sri
Lanka, is engaged in re-pairs, maintenance and service business for trailers.
DLT also has a subsidiary in Oman which manufactures and sells trailers in
the West Asian markets. DLT, pres-ently, exports trailers to 30 countries. The
company also, through its joint venture with Tata International Ltd. in India,
manufactures and sells trailers in India.

• TRF Ltd had entered into a shareholders agreement along with M/s. Tata
Capital Ltd and Jasper Industries Pvt. Ltd to form a joint venture, to
engaged in the business of automotive applications to provide end to end
solutions through fabrication and ma-chining for vehicles to be used as
tippers, load bodies, trailers, refrigerated bodies, etc.

Major competitors of TRF

53
 There are so many market players in bulk material handling systems
and equipments. TRF plays a vital role in this area and it also has many
competitors in this field. Some of the major competitors are:

 ELECON

 McNally Bharat Engineering Company Ltd. (MBE)

 L&T

 MECON

 METSO MINERALS INDIA LTD

 TECHPRO SYSTEM and so many others….

Among these ELECON is one of the perfect competitors of TRF

limited. While, others mentioned above play minor role in this field in
comparison with ELECON .Although MBE is an new entrant in this sector
but it is giving the other companies a though competition & also a run
for there money & business.

As project is mostly concerned with detail comparison of different

companies in relation to TRF . so it is a evident to know the competitor
companies in detail.
L&T holds a huge market in comparison to other competitors so we are
not comparing TRF with L & T.

Other copetitiors like MBE, ELECON, METSO & TECHPRO SYSTEM have
been discussed here under.

TECPRO SYSTEM LIMITED

54
ABOUT COMPANY

• Tecpro Systems Limited undertakes turnkey projects in Bulk Solids

Handling Systems including belt conveyors, slat conveyors, bucket
elevators etc., manufacture equipment viz., stackers, reclaimers, various
types of crushers, vibrating screens, feeder and conveyor components like
Idlers and pulleys and undertakes civil and structural work along with
electrical, control and instrumentation systems for the project.

• Tecpro has proven capability of undertaking large EPC contracts in Bulk

Material Handling and has received large contracts for many projects in
Steel, Power and Cement sectors and various organizations across the
country and abroad have procured conveyor components and systems
from us and our success reflects in many clients placing repeat orders on
us.

• Tecpro has an impressive track record of growth and performance that is

amply reflected in the growth of the company to Rs. 7100 Millions in seven
year and with manufacturing plants and offices in all major cities of the
country.

• Our company has ISO 9001 accreditation from JAS-ANZ / QMS

Certification.

• Tecpro’s outstanding performance and strength had won the “Emerging

India 2007” award of ICICI Bank CNBC TV18 in the INFRASTRUCTURE
sector. The award was presented on 22nd July 2007 by the Honourable
Prime Minister Dr. Manmohan Singh.

PRODUCT RANGE OF TECPRO SYSTEMS

The products are divided into 3 broad groups. They are:

55
• Bulk Material Handling
• Turnkey Projects
• Equipment

Bulk material handling

1. Belt conveyors and systems-Tecpro can provide trouhed or flat belt

conveyors and belt conveying systems for handling of bulk material
handling from fine material like cement, lime powder etc to rocky materials
like iron ore and mined limestone to cement and fertilizer bags and difficult
materials like bauxite, clay, lignite and bagasse.

2. Pipe conveyers- Tecpro provides pipe conveying technology with which

the above conditions can be handled. The pipe conveyors have
advantages of steeper inclination and greater curves than troughed belt
conveyors and have great advantages as

1) they completely stop spillage

2) completely bar pilferage
3) Avoid transfer stations.

3. Belt feeders- Tecpro belt feeder is suitable for many applications and
capacities.

The belt feeder is provided with full length impact pads/impact idlers as
required for absorbing the impact of falling material and are reliable
equipment.

4. Slan chain conveyers- Slat chain conveyors are another type of chain
conveyor which uses many types of interleaving segments to form a slat
type chain of either synthetic polymer or stainless steel construction, in
either low friction or friction grip styles.

5. Drag chain conveyers- Dry drag chain conveyors can be applied to

precipitators, fabric filters, boiler hoppers or cyclones for the collection of

56
 fly ash. These units handle fly ash in a dust-tight, air-tight construction
which provides dust and fire control.

6. Bucket elevators- Tecpro’s elevators have found applications in handling

limestone, coal, lignite, petcoke, biomass material etc and in different
Industries.

Turnkey Projects

1. Coal handling plants- Tecpro provides complete turnkey system

for coal handling systems for the captive and Thermal power
plants.
Tecpro also undertakes turnkey projects of material handling
systems in cement, steel and other metallurgical plants, as well.

2. Biomass handling plants- Tecpro provides fuel and ash handling

system for a biomass based power plant with steam generation
technology.

3. Municipal solid waste- There are various options available to

convert solid waste to energy or safe disposal.

Main technologies/ methods are

• sanitary landfill,

• Combustion or incineration,

• gasification,

• Biomethanisation or anaerobic digestion

4. Aggregate process plant- Tecpro's Aggregate process plants

includes a combination of jaw crusher, cone crusher and Vertical
shaft Impactor along with various types screening and conveying
equipment.

• Equipment

1. Crushers:

57
• ROLL CRUSHERS- Sizes (in mm) : From 400 x 600 to 2000 x 2800
Capacity : From 5 TPH to 800 TPH
• IMPACT CRUSHERS- used for crushing hard rocks

• HAMMER MILLS (single rotor)- Sizes: From 500 mm x 200 mm to

2000 mm x 2500 mm
Capacity: From 3 TPH to 1500
TPH . Excluively used in crushing of Coal and Lignite for Power
plant applications
• HAMMER MILLS (double rotor)- Sizes: From 500 mm x 200 mm to 2000
mm x 2800 mm
Capacity: From 3 TPH to 1500 TPH
• JAW CRUSHERS- Single Toggle (STE - Series)
Sizes : From 300 x 170 to 1700 x 1300
Capacity: From 5 TPH to 1000 TPH

Double Toggle (DTE - Series)

Sizes : From 300 x 170 to 1600 x 1100
Capacity: From 20 TPH to 700 TPH

2. SCREENS- Flip Flow Screens

•Size Range: 1000mm X 2500mm to

2000mm X 8820mm

Two types are there: they are

.Circular motion screens

Linear motion screens

3. Vibratory feeders

4. Apron feeders

TECHNOLOGICAL TIE UPS

58
Tecpro’s collaboration with world renowned companies provides our clients access to
state of the art design and manufacturing technology for systems and equipment.

M/s. FAM Magdeburger Forderanlagen und Baumaschinen GmbH, Germany

• Non reversible and Reversible Impact Crusher.
• Hammer Mills (Single rotor & Double rotor).
• Roll Crusher (toothed & Smooth).
• Roller screens.
• Ball & Rod Mills.

M/s Maschinenfabrik LIEZEN und Giesserei GmbH, Austria

• Aggregate Crushing & Screening plants

M/s Hein, Lehmann Trenn - Und Fördertechnik GmbH, Germany

for Flip-Flow screens

M/s. Wonduck Industrial Machinery Co., Ltd., Korea for

• Vertical shaft Impactors

• Single toggle Jaw Crusher,
• Cone crusher.
• Aggregate Crushing & Screening plants etc.

M/s Peytec, Austria

for conventional vibrating screens and feeders

• Circular motion screens.
• Linear motion screens.
• Vibrating Feeders.
• Reciprocating Feeders.
• Apron Feeders.

M/s. Lechtenberg & Partner, Germany

59
 • for technology for processand segregation of Municipal solid wastes to fuel
(Refuse Derived Fuel).

CONTACT OFFICE
REGISTERED OFFICE:

106, Vishwadeep Tower,

Plot No.4, District Centre,
Janakpuri, New Delhi-110 058
Ph: +91 11 4503 8735
Fax:+91 11 4503 8734

The other offices at various part of INDIA are:

South

• Chennai
• Secunderabad
• Bangalore

NORTH

• Gurgaon

EAST

• Kolkata

WEST

• Mumbai
• Ahmedabad

The International operations of Tecpro are based at Dubai, Johannasburg

and Singapore through subsidiary companies.

60
 METSO MINERALS INDIA
LIMITED
ABOUT COMPANY:
Metso is the leading global supplier of technology and services for the mining and
construction industries. Our customers work in quarrying, aggregates production,
construction, civil engineering, mining and minerals processing. The company
was established in 1993.The company functions in different areas like
manufacturing & services.
Metso Mining and Construction Technology, India is 100% owned by Metso
Corporation. Metso Minerals considers India to be its long-term market. Since its
inception in 1993, Metso has invested in the development of the Indian operation
in both manufacturing assets and human resources. Metso is dedicated towards
facilitating India’s infrastructure and industrial development through its
technological expertise, extensive service support, world class manufacturing
facilities and strong after market support.

Metso Mining and Construction Technology, India is headquartered in Gurgaon

and has 5 Regional Offices in Bangalore, Hyderabad, Mumbai, Chennai and
Kolkata. In addition, Metso in India also has Warehousing operations at
Faridabad, Bangalore .

Metso’s offering in Plant automation is a proven tool to ensure that crushers

operate as close to ideal parameters as possible. When operated correctly,
significant improvement in production and operating cost including liner utilization
can be obtained. Automation has certain cost saving advantages as well.

Products
Apron Feeders

61
The tractor-type apron feeder remains the preferred design throughout the
world.
With over 125 years of combined experience in the application, engineering and
manufacturing of heavy-duty apron feeders, Metso Minerals is truly the worldwide
leader in the supply of this equipment.

Whether your application is best suited for our standard line of apron feeders or
our "world class" apron feeder (which combines the best features of NICO apron
feeder and Stephens-Adamson's apron feeder), you will get the most rugged and
reliable machine available for your operation.

Ball Mills

Ball mills are used primary for single stage fine grinding, regrinding, and as the
second stage in two stage grinding circuits.

Grinding of materials in a tumbling mill with the presence of metallic balls or other
media dates back to the late 1800's. Since that time, Metso
Minerals and its predecessor companies, MPSI, Sala, Marcy, Hardinge, Kennedy
Van Saun (KVS), Denver Equipment, Allis Chalmers, Boliden

62
Allis, and Dominion Engineering, have designed and manufactured more than
8,000 grinding mills.

Metso overflow ball mill.

Bucketwheel Reclaimers

Metso Minerals reclaimers offer the most technologically-advanced list of

standard features in the industry.
System dependability, efficient operation and long service life are the goals of
every Metso Minerals-designed reclaimer system. Our systems feature:

• Man machine interface (MMI)

• Programmable logic controller (PLC)
• Variable speed drives
• Remote online troubleshooting
• Extra-stiff boom
• Cell-less bucket wheel
• High load capacity slew bearing
• Non-plowing bucket
• Luffing hydraulic system

sizes range from 5 ft. x 8 ft. with 75 HP to 26 ft. x 41 ft. with 20,000 HP.

63
 ELECON ENGINEERING
COMPANY LTD.
ABOUT COMPANY
Elecon Engineering is one of the India’s leading manufacturers of power
transmission and material handling equipment with technology based products
and solutions deployed across wide range of industrial application ranging from
defense, mining, power generation, plastic, sugar and cement amongst others
application across the world.

Established in 1951, Elecon Engineering Company Ltd of Vallabh Vidyanagar,

Gujarat, India, pioneered the manufacture of material handling equipment in India.
In more than five decades, Elecon has designed and implemented several
landmark projects in India as well as abroad.

From a modest start of design and manufacture of Elevators and Conveyors from
which incidentally, the company derives its corporate identity. viz. "Elecon" . From
elevators, conveyors and gears to material handling plants for over 5 decades,
Elecon has supplied hi-tech equipment to major core sectors such as steel,
fertilisers, cement , coal, lignite and iron ore mines, Sugar, power stations and
port mechanization in India and abroad. During the span of more than 4 decades,
Elecon has encompassed all the major core sectors through its supplies of highly
sophisticated equipment bearing ample testimony of the symbolic mark of
Elecon's unbeatable technology. Elecon has thus, made its presence felt through
consistent and satisfactory performance of its equipment in such core sectors as
fertilizer, cement, coal/power generation, chemical, steel plant and port
mechanizations etc., across the country.

Elecon is the first company in India to have manufactured sophisticated

equipment for Bulk Material Handling. Its product range includes design,
engineering, manufacture, supply, erection and commission of:

1. Wagon tipplers

64
 2. Bucket wheel stacker/reclaimers
3. Barrel-type blender reclaimers
4. Fertilizer reclaiming scrapers
5. Limestone pre-homegenizing and blending plants
6. Single and twin bucket wheel bridge-type reclaimers
7. Crawler-mounted trippers
8. Stationary and shiftable conveying systems for open cast lignite mines
9. Integrated coal handling plants for power stations
10. Underground mining conveyors
11. Open-cast conveying systems
12. Ferrous and non-ferrous foundry products

Elecon has developed and perfected its skills in design, manufacture, erection
and commissioning of coal handling plants. Over the years, Elecon has expanded
its skills and expertise to include the designing and execution of turnkey contracts
for:

1. Crushing
2. Screening
3. Stacking
4. Blinding, and
5. Reclaiming plants

for bulk materials such as limestone, iron-ore, bauxite, overburden, rock

phosphate and fertilizer.

Elecon, today has a wide spectrum of products like:-

Belt Conveyors Stacker-cum-Reclaimers Pusher Cars

Idlers and Barrel type Blender
Ship Loaders and Unloaders
Pulleys Reclaimers
Bridge type Bucket wheel Crawwler mounted Bucket wheel
Stacker
Reclaimers Excavators
Wagon Tipplers and Side Arm
Reclaimers Crushers
Chargers
Feeders A range of all type of Bulk Material Handling Equipments

Elecon has played a pioneering role by way being first in design, manufacturing
and supplying many of the above products in India, and thereby adhering to the
motto of “AlWAYS A STEP AHEAD IN TECHNOLOGY”.

The company has gone a long way from a moderate beginning at Goregaon in
Bombay, in the early fifties to a sprawling workshop area spanning over 1,17,051

65
sq. mtr. The present manufacturing facilities are equipped with latest
computerized machine tools, and quality control equipments.

PRODUCTS

Elecon serves various kinds of industries and Elecon supplied hi-tech equipment
to major core sectors such as steel, fertilisers, cement , coal, lignite and iron ore
mines, Sugar, power stations and port mechanization in India and
abroad.Different kinds of products offered to different industries have been listed
below..

1. WAGON TIPPLERS OR MARSHALLING EQUIPMENTS

a) Wagon Tipplers
b) Rotaside Wagon Tippler
c) Wagon Marshalling Equipments

2. TRIPPERS
a) Crawler Mounted Tripper
b) Traveling Tripper

3. STACKERS or RECLAIMERS
a) Twin Boom
b) Barrel type
c) Blender
d) Bridge Type
e) Bucket Wheeler
f) Circular Stockpile

4. CRUSHERS
a) Semi Mobile
b) Reversible Hammer Mill
c) Impactor
d) Double Roll Crusher
e) Ring Granulators

5. FEEDERS
a) Apron Feeders
b) Paddle Feeders
c) Vibrating Feeders
d) Grizzly Feeders
e) Feeder Breaker

6. CONVEYORS
a) Conveyors System
b) Idlers

66
 c) Pulley

7. SCRAPERS
a) Bridge Type Scrapers
b) Reclaimer
c) Portal Scraper Reclaimer

8. SHIP LOADER
9. WAGON LOADER
10. ROLLER SCREEN

Some of the products have been discussed in detail here.

GRIZZLY FEEDER

Grizzly Feeder is for feeding bulk material like coal, limestone, etc to crusher for
seperating undersize material.

Grizzly feeder

APRON FEEDER

Apron Feeder is rugged and dependable designed to receive and control the flow
of material from bins and hoppers.

67
 Apron Feeder

IDLERS
Idlers are impact idlers, troughing idlers, garland idlers. Capacity upto 24,000 tph.
Guaranteed for minimum 25,000 working hours.

Idlers

PULLEY
Pulley is suitable for conveyors of belt width ranging from 400 mm. to 2400 mm.
for capacities upto 24,000 tph

68
 Pulley

FEEDER BREAKER

Feeder Breaker is for crushing of R.O.M. coal at open cast mine and in thermal
power plant

FEEDER BREAKER

WAGON MARSHALLING EQUIPMENT

Wagon Marshalling Equipment is for charging and spotting of wagon on tippler

table by beetle charger.

WAGON MARSHALLING EQUIPMENT

OFFICE
Corporate Office

69
 Elecon Engineering Company Ltd.
Anand Sojitra Road
Vallabh Vidyanagar - 388120
Gujarat India

EMTICI Engineering Ltd., is the marketing and servicing company appointed for
ELECON products in India.

All branches are equipped with exclusively trained application and after sales service
engineers, who are keen to serve their clients and challenge any problem in the field of
Power Transmission.

In view of a widely spread customer base across the country, we have more than 90
dealers and 30 resident engineers looking into daily requirements of clients.

Please contact nearest EMTICI office - East, West, North, South & Central for any
product requirements/information of ELECON.

• EAST
1. Kolkata
2. Asansol
3. Jamshedpur
4. Dhanbad

• WEST

1. Ahmedabad

2. Vadodara

3. Mumbai

4. Pune

5. Goregaon

• NORTH

1. New Delhi

• SOUTH

1. Bangalore

70
 2. Chennai
3. Secunderabad

• CENTRAL ZONE

1. Bilaspur
2. Indore
3. Nagpur

Offices which are outside the country:

• South East Asia- Singapore

• South Africa- Johannesburg, South Africa

• Middle east region- Dubai, UAE

TECHNOLOGICAL TIE UPS

1975 – 1985 : Collaboration with WGW (TGW) Thyssen Getribe
Works for Sprial Bevel & Helical Gearboxes, today it is designated
as “ET” series.

1985 – 1992 : Collaboration with Renk AG, Germany for

A) High Speed Gearboxes

B) Bucket wheel & Slewing Planetary Gearboxes
C) Marine Gearboxes
D) Vertical Roller Mill Gearboxes

1999 – 2002 : Collaboration with PIV, Germany for Posired – II –

Sprial Bevel & Heli – Bevel drives Gearboxes today it is designated
as “EP” series.

1992 onwards we have tie up with Renk AG, Germany on project to

project
basis.

We had collaboration with SIME France for Hydrokinetic Fluid

Couplings from for
Various sizes up to CDR / CDRP 870.

1998 : Developed Lift Gear Box - TM 500 Model for M/S. Kinetic
Transportation Products Ltd. (Indian counter part of Hyundai

71
Elevator Co., Korea)

1999 : Developed Lift Gear Box - G140 Model for M/S. Bharat Bijlee
Ltd.

2000 : Developed Lift Traction Machine - W140 Model for M/S.

Schindler India Pvt. Ltd.

2003 : Developed Elevator Traction Machine Model - L127

2004 : Developed Elevator Traction Machine Model - L163

2005 : Developed Elevator Traction Machine Model - L115

2008 : Collaboration with M/S. Haisung Industrial System Co. Ltd.,

South Korea

72
73
 McNally Bharat
Engineering Company Ltd. (MBE)
ABOUT COMPANY

McNally Bharat Engineering Company Ltd. (MBE) is one of the leading

Engineering Companies in India engaged in providing turnkey solutions in the
areas of Power, Steel, Aluminium, Material Handling, Mineral Beneficiation,
Pyroprocessing, Pneumatic Handling of powdered materials including fly ash
handling and high concentrate disposal, coal washing, port cranes, civic and
industrial water supply etc. Over 300 plants have been constructed on turnkey
basis by MBE till March 2009.

The Company, headquartered at Kolkata, is a part of the Williamson Magor

Group.

The turnkey construction activity of the company is managed through separate

Projects Business Groups that assume responsibility for each activity from
concept to commissioning. MBE has been awarded ISO 9001:2000 certification.

MBE manufactures a wide range of products required for its various projects
through its subsidiary company McNally Sayaji Engineering Ltd. (MSE), to whom
it provides the requisite technology and design to manufacture the products. MSE
product range includes crushing, screening & milling equipment, pressure
vessels, material handling equipment, steel plant equipment, process equipment
like flotation cell, thickeners, slurry pumps etc.

MBE has technical collaborations with some of the world’s leading firms for each
of their activities. Some of our associates include SOLIOS - France, Poltegor-
Poland, TPE - Russia, DMT - Germany, Siemens Vai - France, KCI Cranes -
Finland, CODCO - China, GRD Minproc - Australia, Gea Messo - Swiss, MCC
(China) Uralmash Engg. - Russia, Mekhanobr Chormet (Ukraine) etc.

MBE also has a second subsidiary, EWB Kornyezetvedelmi Kft., Hungary, a

fully owned company of MBE, who are world leaders in Ash Handling Systems.

74
 PRODUCTS
CRUSHING EQUIPMENT: MSEL manufactures a wide range of crushing
equipment for required capacity and size reduction -be it a big boulder or a small
granule - for different types of material. The crushing equipment are based on
AUBEMA design, who had provided the Technology.
Manufacturing range of Crushers includes the following types:

• Jaw Crusher (Single & Double Toggle)

• Roll Crusher
(smooth, beaded, spiked roll types in single, double or triple roll)
• Cone Crusher
• Impact Breaker
• Hammer Mill
• Ring Granulator
• Rotary Breaker
• Coke Cutter
• Vibrating Tube Mills, Lump loosener, Single Roll lump breakers
• Cold Sinter Crusher
• Chain Mill

SCREENING EQUIPMENT: MSEL manufactures wide range of screening

equipment for dry as well as wet processes for a variety of materials that includes
screens required for Asphalt Plants. Granule separation of varying range is
possible for different sizes and capacity.

GRINDING MILLS :

75
MSEL can design and manufacture Grinding Mills for any material and required
capacity for dry as well as wet process, open circuit or closed circuit, continuous
duty or batch type.

MSEL's manufacturing range includes Ball, Rod, Chain, Autogenous, Batch &
Vibrating tube type:

Ball Mill: upto 4600 KW

• End Discharge
• End Peripheral
Discharge
• Centre Discharge

Rod Mill: upto 400 KW

• End Discharge
• End Peripheral
Discharge

•Centre Discharge
The above-described mills are based on in-house design and know-how. In
addition to these mills MSEL also manufactures Autogenous and Semi-
Autogenous mills as per the design of overseas associates.

FEEDERS : MSEL is a leading manufacturer of various types of feeders.

MATERIAL HANDLING :
1 wagon tripplers
2 Stacker cum reclaimer
3 Bucket Elevator
4 Pneumatic Trippler
5 Conveyor & components
6 Gates
7 Paddle Feeder
8 Screw Conveyor

Wagon Tipplers

Rotary type and Rotaside type as

per latest RDSO Norms

76
Stacker cum Reclaimers

MSEL provides solutions for Stockyard equipment and are manufacturing various
types and sizes of Stackers, Reclaimers and Stacker cum Reclaimers in
collaboration with Poltegor Engineering Ltd., Poland.

The equipment ranges from 500 to 6500 Tons/hour Stacking and 300 to 4500
Tons/hour Reclaiming.

Bucket Elevator

MSEL manufactures both Belt and Chain type to handle various materials in
process plant

Pneumatic Pump

77
SEL is specialized in pneumatic conveying of powdered & granular material that
include Alumina, Limestone, Coal, Zirconium, Sand, Parlite, Clinker, Led Oxide,
Magnesium Oxide, Chromium Oxide etc.

MSEL has a sister company with 100% equity holding in Hungary, namely EWB
who are one of the global leaders in the field of pneumatic conveying of different
types of materials. Through the association with EWB, MSEL supplies Pneumatic
Conveying System for powdered material all over the world. EWB has a pilot plant
in Technical University of Budapest where various tests are conducted. The
professors of the fluid mechanics Department of Technical University of Budapest
are the associate employees of MSEL. Continuous interaction between MSEL and
Technical University of Budapest / EWB with respect to system design of
Pneumatic Conveying Plant take place during the project execution phase.

Travelling Trippers

MSEL manufactures Travelling trippers, both self driven and motorized. The
travelling trippers can have either one-way discharge or two-way discharge.

Conveyor & Components

MSEL scope of supply includes

• Belt Conveyor
• Shuttle Conveyor
• Roller Conveyor
• Idlers
• Pulleys
• Trippers
• Gates
• Technological Structures

Gate

MSEL manufactures all types of Rack and Pinion gates, flap gates and rod gates
required below Bins & Hoppers.

Paddle Feeder

MSEL manufactures Paddle Feeders having capacity from 200 Tons/hour to

5,000 Tons/hour.

Screw Conveyor
MSEL manufactures screw conveyors upto 100 Tons / hour

78
OPEN CAST MINING MACHINE
It contains the following machines
Bucket Wheel Excavator
Crawler Mounted spreader
Shiftable Conveyor

PORT HANDLING EQUIPMENT

Port handling equipments are concerned with handling the heavy
machines. It contains following equipment

Barge Unloaders
Bulk handling Cranes
Container handling Cranes
Shipyard Cranes
EOT Cranes

PROCESS PLANT EQUIPMENT

Hyrdocyclones
Floatation Cells
High rate Thickener
Filters

ASH HANDLING EQUIPMENT

SLURRY PUMPS

PRESSURE VESSELS

HEAT EXCHANGE

SCRUBBERS
COAL WASHERY EQUIPMENT

STEEL PLANT EQUIPMENT

SPARES SERVICES

79
. Today the company is one of the fastest growing companies in the bulk material
handling section as it is making a profit of 1500 cores in comparison to mere 800
cores of TRF.

80
 Product wise comparison with
the competitor
Sl. No TRF's Products Competitors
Elecon L&T MBE Tecpro
1 Conveyor idlers Yes NA Yes Yes
2 Conveyor pulleys Yes NA Yes Na
3 Vibrating screens NA NA Yes Yes
4 Vibrating feeders Yes NA Yes Yes
5 Floatpulse shakeout NA NA Yes NA
6 Jaw crushers Yes Yes NA Na
7 Hammer mills Yes Yes NA yes
8 Ring granulators Yes Yes Yes Na
9 Impactors Yes Yes Yes Yes
10 Roll crushers Yes Yes Yes yes
11 Rotary breakers Yes Yes Yes
12 Cone crushers NA Yes NA Na
13 Side dump loader Yes NA NA Na
14 Coke cutter's Yes Yes Yes Na
15 Mine winder's NA Yes NA Na
16 Ship loader's Yes Yes Yes Na
17 Stackers Yes Yes Yes Na
18 Reclaimers Yes Yes Yes Na
19 Stacker cum Reclaimers Yes Yes Yes Na
20 Wagon tippler Yes Yes NA Na
21 Screw conveyor NA NA NA Na
22 Apron feeders Yes Yes Yes Yes
Reciprocating plate
23 Yes NA Yes Na
feeder
24 Plow feeder Yes Yes Yes Na
25 Rotary table feeder NA NA NA Na
26 Extensible belt conveyor NA NA NA Na
27 Steep angle conveyor NA NA NA Na
28 Redial blending system NA Yes NA Na

Industries Served by TRF:

81
Below is a table which shows the industries which TRF serves against the
equipments, systems and facilities provided by the company.

Reclaiming
Stacking

Special Facilities
Despatch and
Unloading

Screening

Crushing
Handling

Loading
Blending
Power P P P P P A -
Stamping,
Steel P P P P P A Charging,
Pushing

Cement P P P P P P Bag Handling

Ports P P A A P P -
Coal
Beneficiation,
Mines A P P P P P
Mobile
Conveyors
Dam
A P P P P A -
Construction
Road
Construction A P P P A A Mobile Plants

Chemical /
Process P P P P P P -
Industry

In the above table, P denotes Present and

A denotes Absent

Major customers of TRF

82
 TRF Limited being a sister concern of TATA Enterprises, thus TATA STEEL
LIMITED and TATA POWER comprises one of the major customer group.
Besides it, there are many other customer groups prevalent in the market
such as:

 COAL INDIA LIMITE

 CEMENT CORPORATION OF INDIA

 CENTRAL COALFIELDS LIMITED (CCL)

 BHEL

 BHUSAN LIMITED

 ACC

 ESSAR (GUJARAT)

 HINDUSTAN PAPER CORPORATION LIMITED

 HARYANA STATE ELECTRICTY BOARD

 NTPC

 NMDC

 STEEL AUTHORITY OF INDIA LIMITED (SAIL)

 URANIUM CORPORATION OF INDIA LIMITED.

 RASHTRYA ISPAT NIGAM

 KOLKATA PORT TRUST

 JINDAL STEEL

 LOYAL CONTACT LIMITED (THAILAND)

 NAVAYUGA ENG. CO. LTD.

 NMDC (HYDERABAD) and many others…..

83
 The Principle Business of the
Company
(A) Manufacture of Bulk Material Handling and Processing Equipment, such as,
belt conveyor, idler roller, pulleys, vibrating screen and feeders, crushers,
trippers, wagon tipplers, and heavy mobile equipment like stackers,
reclaimers, ship loaders, wagon loaders and radial blending system for core
sector industries· such as - coal, mines, paper, ports, thermal power stations,
etc.

(B) Execution of turnkey contracts for Bulk Material Handling including Design,
Manufacture, Supply, Installation and Commissioning incorporating above
equipment.

The company thus caters to the requirement of core sector industries.

The company also manufactures: -

1. Underground mining vehicles like load haul dumpers and site discharge
dumpers based on technology of erstwhile collaborator MAN-GHH AND
THYSSEN RHEINSTAHL Technik of Germany.

2. Coke oven equipment of stamping charging pushing machines and

charging gas-cleaning cars with CGT System In collaboration with Saarberg
Interplan of Germany.

The designs obtained from the collaborators are being continually

updated. And modified to suit the Indian conditions and wherever required new
collaboration for obtaining state - of - the - art technology are being entered into.

84
 Organizational structure
"An organization is the co-ordination of function which is necessary for the
achievement of the objective or result.” It is obvious that an organization is one
were the functions are well planned and co-ordinate to ensure that goods are
successfully placed in the hand of customers with the object of earning a
reasonable profit with minimum effort. A better organization structure helps the
management and the operation of enterprise and enhances growth. So it has
been understood that the organization is the backbone of the management,
without efficient organization no management can perform its function smoothly
and efficiently. Sound organization contributes greatly to the continuity and
success of the enterprise.

Organization is also said to be dynamic process, which is essential for

planning to utilization of resources, equipments, money and the people.
Organization is also the form of every human association for the attainment of
common purpose. Organization is very often viewed as a group of person
contributing their effort towards certain goal. Organization begins when people
combine their efforts for some common purpose. It is a universal truth that an
individual is unable to fulfill his needs and desires alone because he lacks
strength, ability and resources. So he seeks the co-ordination of the people who
have similarity of the goals.

The latest development in the field of the organization theory is to view

organization as a system concept recognizes that organization is made up of
components each of which has unique properties, capabilities, it may be
concluded that organization is the mechanism employee in order to realize the
organizational set-up objectives.

Even TRF too develops in the field of the organization. TRF has also
the unique organizational set-up and got its clear-cut structure. Whatever TRF is
today is the result of a perfect organization. The TRF has management Board of
Directors, where there is a Chairman who is the Executive Head and holds the top
position.

85
GM (F&A
Mr. Ashim
86
 The Organization Profile
The company is managed professionally, with the Managing Director reporting to
The Board of Director. The board of M/s Tata Material Handling System Ltd. And
M/s Tata Techno Dyne Ltd. has merged into TRF Limited for enhancing the
business opportunities and achieving corporate growth. The merger becomes
effective in March 2000.

Organizational Set-up
"An organization is the coordination of function which is necessary for the
achievement of the objective or result." It is obvious that an organization is one
were the functions are well planned and co-ordinate to ensure that goods are
successfully placed in the hand of customers with the object of earning a
reasonable profit with minimum effort. A better organization structure helps the
management and the operation of enterprise and enhances growth. So it has
been understood that the organization is the backbone of the management,
without efficient organization no management can perform its function smoothly
and efficiently. Sound organization contributes greatly to the continuity and
success of the enterprise. Organization is also said to be dynamic process, which
is essential for planning to utilization of resources, equipments, money and the
people. Organization is also the form of every human association for the
attainment of common purpose. Organization is very often viewed as a group of
person contributing their effort towards certain goal. Organization begins when
people combine their efforts for some common purpose. It is a universal truth that
an individual is unable to fulfill his needs and desires alone because he lacks
strength, ability and resources. So he seeks the co-ordination of the people who
have similarity of the goals. The latest development in the field of the organization
theory is to view organization as a system concept recognizes that organization is
made up of components each of which has unique properties, capabilities, it may
be concluded that organization is the mechanism employee in order to realize the
organizational set-up objectives.

Even TRF too develops in the field of the organization. TRF has also
the unique organizational set-up and got its clear-cut structure. Whatever TRF is
today is the result of a perfect organization. The TRF has management Board of
Directors, where there is a Chairman who is the Executive Head and holds the top
position.

87
 1. Business Principal

Sense of urgency, continuous improvement, consistency a

detail

2. Annual Growth of Organization

annual growth of TRF

4500 4227.57
4000
3500
3000
2500 2077.06
Rs.(in crore)
2000
1500
1000 707.47
332.07 396.48
500
0
2003-04 2004-05 2005-06 2006-07 2007-08
Year

P rofit in P ercentage

250
193.58
200

pre ce nta ge150

103.54 P erc entage
incre a se 78.48 .
100

50 19.39

0
2004-05 2005-06 2006-07 2007-08
Ye a r

COMPANY PROFILE
88
 The company TRF limited, originally called Tata-Robins-Fraser Ltd. was
incorporated on 20th November 1962. The company was promoted by Tata Iron &
Steel Company Limited (TISCO) and the Associated Cement Companies Limited
(ACC) in financial and technical collaboration with Hewitt- Robins Inc. (Hewitt-
Robins) of U.S.A. (now known as Litton Systems Inc. of U.S.A.) and the General
Electric Company Limited (GEC) – Fraser & Chalmers Division of UK for providing
engineering Tums-key projects and Equipment supply in the field of Bulk Material
Handling and Processing plants for core industries like Power, Mines, Ports,
Steel, Cement and Fertilizers and Dam Construction.

The company is managed professionally, with the Managing. Director

reporting to the Board of Directors. The Boards of M/S TATA Material Handling
Systems Ltd. and M.S TATA Techno Dyne Ltd. have merged into TRF Limited for
enhancing the business opportunities and achieving corporate growth. The
merger became effective in March 2000.

There are 4 –corporate divisions via

a) BMH (Equipment)

b) BMH (Systems)

c) Port and Yard Equipment Division

d) Support Services Group (Finance & Accounts, Co.)

Secretary, internal audit.

Function of product marketing

89
 The "Product Marketing" discipline is an outbound activity aimed at
generating product awareness, differentiation, and demand. There are three
principal methods to achieving this goal.

In the price emphasis method, the goal of product marketing is

reached by emphasizing and communicating to the market the price of the
product as a marketing signal. The goal of the price emphasis method is to create
a situation where the customers primarily consider the product’s price as the main
buying decision factor.

In the feature emphasis method, the goal of product marketing is

reached by emphasizing and communicating to the market the existence or merit
of the product’s features in comparison to the features of other competing
products. The goal of the feature emphasis method is to create a situation where
the customers primarily consider the product’s feature set as the main buying
decision factor.

In the value emphasis method, the goal of product marketing is

reached by emphasizing and communicating to the market the value the product
holds relative to the customer and comparatively to the value offered by other
competing products. The goal of the value emphasis method is to create superior
perceived value and prove superior actual value. “Superior Perceived Value” is a
state where customers perceive the product (bought from a particular company)
gives a net value more positive than its alternatives; and “Superior Actual Value”
is a state where the product factually gives customers a net value more positive
than its alternatives. The result of these states would be a situation where the
customers primarily consider the product’s value as the main buying decision
factor.

The price emphasis and feature emphasis methods (price competition

and comparative marketing) are considered significantly easier to implement than
the value emphasis method (value marketing). This is because the price
emphasis and feature emphasis methods convey simple qualitative concepts that
are easy to understand and require minimal interpretation by the customers.
Conversely, the value emphasis method relays abstract and qualitative concepts
which project conjecture and argumentation, and thus are more challenging to
grasp.

Another method in the product marketing discipline is product

branding. “Product Branding” is the process of building and maintaining a brand at
the product level.

90
 “Brand” is an identity, made of symbols and ideas, which portray a
specific offering from a known source. Product branding is executed concurrently
with one or more of the principal methods in product marketing.

The process of product branding and the derived brand is often the
result of a deliberate and conscious effort by the company, but can also be an
unintentional by-product resulting from the execution of any of the three principal
methods of product marketing. Product branding is therefore not considered a
principal method on to its own since the formation of a brand can be the outcome
of applying any of the three principal methods in product marketing.

In TRF product marketing has a sequence of tasks with a beginning

and an end that are bounded by time, resources and desired results. This means
that product marketing has specific, desired outcome, a deadline or target date
when the product or order must be completed.

Product can be done only after getting the order. It starts with
locating an invitation of a tender in newspaper and it ends with finalizing the order.

Generally the job of product marketing department is to get the

order. It starts with the information that the client is in need of a product and from
there to getting the order into the company’s (TRF) pocket. Product marketing
follows TENDER DRIVEN STRATEGY.

TENDER DRIVEN STRATEGY:

It is most commonly used process. They used to reply the tender to

the client who suits the maximum requirement of the client and get the order. It
involves:

 Locating a tender that matches company’s profile.

 Getting the tender paper.
 A detail study based on specification of the bidder.
 Pricing and other criteria are quoted on the tender.
 After finalizing, the job is hand over to the other department.

Sometimes customer directly contact to the company for their product

requirement via mail or phones. The various regional office of TRF’s helps to
increase the sales.

91
 The customer company sends to TRF a detail requisite standard and
other specification which is termed as quotation. These terms are submitted
according to the client’s specification. It may be submitted into two or more than
two parts viz. technical, commercial, price etc.

Content of a Technical offer:

1. Introduction of product

2. Basis of the design

3. Scope of supply

4. Technical data (specification)

5. Erection commissioning and testing

6. Guaranteed parameters and performance guarantee

7. Inspection and testing

8. Technical graphs

9. List of sub-vendors

10. List of documents/drawings

11. List of references

Contents of a Commercial Quotation:

1. Validity

2. Commercial terms and conditions

3. Commercial deviations

4. Price of supply, Civil/Structure, Erection/Commissioning

Working procedure of product

marketing division

92
 General Enquiry Enquiry by meeting
By add. Etc or telephonic talk

Enquiry comes to TRF

product marketing

Analyzing the enquiry

PDT.Range, availability

Selection of Selection of Spares

equipment

Ask for m/c sl.no

Drg. No. or previous
SODS/IODS no.

Estimation of price

Send an offer to customer. Offer contains

technical specification, Price, commercial
terms like payment term, delivery date etc.

Any clarification

Accepted offer brings

Negotiation if any LOI / Purchase order
by customer

After getting letter of indent or purchase order product marketing division takes
SAP material code from engineering department and upload it into system

93
 Product marketing division prepare Sales order data sheet (SODS).
SODS are the history (brief technical specification) of that spares or
equipment.

Inform to all concern department such as planning, engineering etc.

Finally SODS send to order execution department for further

process

Major Kinds of Strategies

• GROWTH:-

Growth strategies should give answer to such questions: How much

94
 growth should occur? How fast growth should be? Where and when it
should occur?

• FINANCE:-

Every business has a clear strategy for financing its operations.

• ORGANIZATION: -

Organizational strategy has to do with the type of organization pattern

on enterprise will use.

• PERSONAL:-

They can be many major strategies in the area of human

resource and relationship.

• PUBLIC RELATION:-

Strategies in their area hardly be independent, they must

support other strategies and efforts.

• PRODUCT & SERVICES:-

A Business exits for its product and services. In a very real sense, profits
are merely a measure although in important one of how well a company
serves its customers.

• MARKETING:-

These strategies are designed to guide managers in getting product or

services to customer and encouraging them to buy their product.

Marketing Strategy of TRF

A customer why should buy your Product? Making customers to
purchase your product among the competitors is the Job Making and
Implementing Marketing Strategy. Marketing Strategy is closely related to Product

95
Strategies. They must be interrelated and mutually supportive. As a matter of fact,
Peter’s, F. Drucker regrets two business functions as innovations and marketing.
A business can scarily survive without at least one of these functions and
probably both.

The key questions that serve a guideline for establishing a Marketing Strategy are
as follows:-

1. Where are the customers, and why do they buy?

2. How does our customer buy?
3. How is it best for us to sell?
4. Do we having something to offer that competitors?
5. Do we wish to take legal steps to discourage competitors?
6. Do we need and can we supply supportive services?
7. What are the best pricing strategy and policy for the operation?
8. How can we best serve our customer?

TRF Chooses the Direct Marketing Strategy due to few reasons:-

1) Product : -

The business of TRF is Handling of Bulk material, especially in case of BMHS

Division. The product that they sell in whole plant or a turnkey project. In this
kind of business the role of intermediaries becomes negligible. Due to this
reasons, TRF adopted a direct distribution network.

2) Profit Margin : -

The transportation cost through intermediaries is heavy and if they transport the
goods by themselves they save the huge amount and it also has an impact in

96
increasing the profit margin.

3) Time :-

Time is an important factor and the organization has to complete the

manufacturing product within specified time period. A huge span of time is
involved when indirect distribution network is used. Through Direct Marketing this
time is being saved.

4) Company's Marketing Objective :-

TRF's marketing objective is to make profit by skimming the cream of the market
through sales of a very high - profit product. To fulfill this objective Direct
Marketing is most suitable.

Selecting the Target Market

TARGETING:-

For any business, determination of Target Market is very essential.

97
Unless and until they are clearly going to identify who is its customer, they are not
able to sell the product in the Market. TRF's main target is its old customer where
TRF has already commissioned its project. It also concentrates on those
companies who are having a plan for commissioning a project. Target Market is
fixed basing on Govt. planning, looking in the competition, the possibility of getting
the projects.

SEGMENTATION:-

It also did segmentation for selling its products and projects. Here the
segmentation is based upon the geographical location of the customer. The
company has set up its five regional offices. The offices are regularly
communicating with its administrative office situated at Jamshedpur. It gets the
order from its regional officers and forwards it to its registered office where the
execution works being done. Hence, all the five regional offices working as if it is
webbing over the entire country of its existing customer by taking more and more
orders.

PROMOTIONS:-

About promotional activity, it does not concentrate that much on

promotional activities. Since this is not a consumer product here customer product
here customers as well as competitors are very limited and they have to take
different strategies in different situations. That's why it does not plays significant
role. Though it tries to establish personal contact and builds up the company's
image in the mind of the customer. It also does some activities like participating in
trade fairs and also arranges some seminars in selected areas where company is
expect to get an order.

MARKET HIGHLISTS & BEST PROSPECTS IN MATERIAL HANDLING:-

98
 Indian Companies are realizing the need and importance of automation
because of the increasing labour cost and global competition; newer equipment
will reduce the breakage as well as handling cost and maintenance downtime.
Renowned companies like TRF LTD. McNally Bangalore Industries. BHP
Engineers Ltd, are joining hands with foreign companies for technology transfers
for special purpose Material Handling Equipment.

Developing the Marketing Mix.

For a marketing Strategy it is very essential to do a correct marketing
mix. i.e. the combination of 4.P's Viz. Product, Price, Place, Promotion.

PRODUCT:

99
 Product part is a vital part of its Strategy. Quality is the catchword of TRF
for its competition against the foreign giants. It emphasizes on the quality and
durability aspects. For its future it should concentrate on the new product
development at less price.

PRICING:

Pricing is very important for this concern. As I mentioned earlier the future
of the company depends upon the pricing strategies of the organization.

PLACE:

Coming to place, the company is ready to do any job, which is feasible for
the company in other aspects.

PROMOTIONS:

About promotional activity, it does not concentrate that much on promotional

activities. Since this, is not a consumer product here customers as well as
competitors are very limited and they have to take different strategies in different
situations. That's why it does not play a significant role. Though it tries to
established personal contact and builds up the company image in the wind of the
customer. It also does some activities like participating in trade fair and also
arranges some seminars in selected areas where company is expect to get an
order.

Pricing Techniques of TRF

Limited
Fixation of price for the product is very much important as quality and
performance is fair pricing and the acceptance of the product is directly
proportional to each other. TRF's sales plan is totally dependent on effective / fair
pricing policy. Because of its competitive pricing TRF bags the order from its
customer's. TRF's price is such that it is equivalent to the quality and performance
of their product.

100
Objective of pricing:-

Any company established has the motto of earning profit in the deal.
Management of an organization sets the goal of production and marketing
coupled with pricing policy. Factors related to the price of the product are as
follows:-

 Achieve target return on investment.

 To stabilize prices.

 Maintain or improve share of the market.

 Meet the challenges and compete in the market.

 Maximize profits.

Pricing of any product or system is done based on cost of products and upon the
profit is added.

Price determination of the products is done on the consideration of the following

factors:

 Estimation of the demand of product in the market.

 Keeping eye on competitor's strategy.

 Establish the expected share of the market.

 Selection of pricing strategy to be implemented in order to reach the

market target.

 Select the specific price of each product.

Pricing of TRF Products:-

TRF fixes suitable pricing of its products keeping in view al the above

101
factors. TRF maintains a standard policy. There is a full range of costing cell for
this purpose, but this cell does not fix up the price independently. It is required to
take the sales department.

Pricing of the products is done with the joint consultation of the following division:-

 Costing cell

 Sales division

 Accounts
division

The framework of costing cell and sales division are placed before the top
management, which approves the final pricing.

Competitive areas
As explained; TRF is facing a lot of competition in the market to get the orders.
The competition is increasing day by day and they have to fight more to get ahead
in the competition.

The main competitive advantage that; TRF is getting on reliability. The customer
once purchase the order from TRF is always approaches to TRF for spears and
maintenance. Thus they are getting the considerable amount of order from
customer. They are also approaching for the new orders. For new orders it is a
difficult task for TRF to get more profit.

102
TRF competitors are different for different field, i.e. BMHE (Bulk material handling
equipment) and BMHS (Bulk material handling system). Again in the product
range also competitors are different for different for the different products.

The competitive strategies are varies according to different competitors. The key
competitive factor for which TRF is getting advantages is as follows:

PRODUCT:

(a) Manufacturing capabilities

(b) Quality system
(c) Past reference list
Competitive price
(d) Timely delivery capabilities

PROJECT:

(a) Post experience and foreign technical partners

(b) Financial strength
(c) Engineering capabilities
(d) Project and construction management capabilities
(e) Competitive price
(f) Timely project completion capability

Customer and competitor’s

orientation
The company is trying to maintain a balance between customer and competitors.
TRF’s competitors are varies from product to product. The same conditions are
present in the other division of the company. According to customers need
company manufacture the product and provides all the facilities which is required
for the product.

Generally Two Types of Customer are there,

 Government

103
  Private

The strategies for their different types of customers are slightly different. Some
basic points which can differences the Government and Private customer are:

 Government:

• Strict rule and Procedures

• Planned Execution
• Strict Technical and commercial specification

 Private:

• Slightly flexible than Government

• Personal contacts play a significant role
• Personal relations play a great role
• Long term relationship builds

Company’s strategic planning

Company has made a strategy and also develops the process how to
implement it. The strategy of the company has been divided into three phases.
These are:

 Phase 1: Analysis

 Phase 2: Critical success factors

 Phase 3: Detailed action plans.

These strategies are implemented through detailed action plan within the
specified time.

104
Critical success factors Strategies

Improve customer relationship Developing pro-active marketing

Improve delivery compliance Improve process to reduce activity time

Vs expectation

Improve reliability of products Quality system as per ISO 9000

Substantial dependability of Strengthen the service group

after sales

Increase share holders value EVA

Sustained growth Expand market

Improve profitability Improve operational efficiency/system/controls.

Improve organizational effectiveness
Reduce internal costs
Increase partnership

SWOT Analysis – TRF

STRENGTHS:

 TRF is pioneer in the field of Bulk Material Handling. It has proved its
technological advancement by completing many challenges works.
 TRF Ltd. is a part of TATA Enterprise & has a brand name of TATA.
 TRF always maintain a long-term relationship with its clients.
 TRF has its own R&D and its sets targets every year to develop new
targets.
 TRF has adequate financial resources.
 TRF has good manufacturing capability.
 TRF has large Products Range.
 The companies tie up with foreign collaborations according to the needs
of the customers.
 TRF has highly skilled work force. The engineers of the company are
always engaged in Development of new products.
 Reliable after sales service.

105
WEAKNESS:

 Limited orders received from abroad.

 The company is highly dependent on Website / Internet advertising.
 The Growth of the company is slow in comparison to its age.
 Lacks in concentration to the low budget based projects.
 The extra time taken for finalizing the new products.

OPPORTUNITIES

In India the prospects for the future of Bulk Material Handling industry
and specially Bulk Material Handling depends on the Government policies and the
performance of the core sector like Coal, Fertilizers, Steel, Chemicals, Power &
Ports.

STEEL SECTOR:

 TATA steel is likely to add a capacity expansion of 2.4 million ton at an

investment of Rs.7800 crore, taking the total capacity at Jamshedpur to
7.5 million ton by 2009.

 Jindal Iron & Steel Company (JISCO) will fork out Rs.1100 crore to
enhance its manufacturing capacities from current level of 2.5 million
ton per annum to 4mm pt by 2007 in a phased manner to meet the
growing demand for steel in the domestic market.

 Some of the proposed mega power projects in Jharkhand include

projects to be set up by Mittal Steel, Jindal Group, Bhushan group
&TATA Steel.

MINING SECTOR

 SAIL, has singed an agreement with state run Korimako Iron Ore
Company Ltd. to jointly develop an Iron Ore Mine in eastern region of
Orissa.

 SAIL is set to form two separate joint ventures companies with

Australian mining major BHP- for developing a Coalmine in Australia
and Iron Ore Mine at Chiria in Jharkhand.

Port Sector: -

106
  The increasing thrust on exports, improvement and modernization of
ports, necessitated a lot of Cargo operation. Due to removal of
quantitative restrictions on import of various consumer items the Cargo
handling with increase, which will create opportunities for this industry.

Miscellaneous: -

 With the WTO reforms and further liberalization, the focuses on State
Governments as well as the Central Government are on a number of
new infrastructure projects.

 With private sector participation and EDI in infrastructure projects such

as Power, Roads, Ports & Mining, the demand for Bulk Material
Handling equipment is expected to increase.

 One of the major objectives of the 10th plan will be the search of
minerals and of shore areas such as continental shelf and the maritime
zone with in the territorial water limits along the Indian Peninsula &
Islands of the Indian Ocean.

THREATS:

Nuclear Power Sector: -

 NPCIL plans to add more than 6000MW· in the 11th plan period. The
Government of India is contemplating change to the atomic energy act
of 1962. The aim is to facilitate private participation - Indian and foreign
in nuclear power generation.

 Recently, an MOU had been signed between India & USA on nuclear
energy deal.

Hydro power sector: -

 According to the power ministry’s 10th plan, the target for hydro capacity
addition is 14393 MW. The power ministry has proposed a capacity
addition of 41000 MW during the 10th plan. Out of this, 22832 MW
would be in the central sector and 7121MW for the Private sector. The

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 ministry hopes that the allotted hydroelectric projects would be
completed in 11th (2007-2012) & 12th plan (2012-2017).

 National Hydro-electric Power Corporation (NHPC) has so far

completed construction of 9 projects in the central sector & one joint
venture that is Indira Sagar 7 also completed 3 projects on deposit work
/ turnkey basis. The total installed capacity of NHPC is 6589.35 MW.
The corporation is presently engaged in construction of 11 projects with
the installed capacity of 5623MW.

Gas Based Power Projects: -

 Energy is the main drive for growth of any economy. New discoveries
from Crains, Reliance, and ONGC etc. are changing the dimensions of
gas availability, Demand & Price sensitivity. They have come up with
the Gas-based power plant. Reliance has recently tied up with US
energy giant Chevron to acquire 5% stake in the com

Annual report of 2008-2009

FINANCIAL HIGHLIGHTS
Rupees in Lakh

2008-09 2007-08 2006-07 2005-06 2004-05 2003-04

Sales &
Services 723,79.9 44627.8 34720 21655 20006.3 17344
(Net)
Other Income 2,69.78 413.11 216.07 24.01 162.59 116.63
Extraordinary
income
- 1001.39 - - - -
Employee
costs
56,82.92 3953.52 2588.5 2400.3 2074.59 1957

Depreciation 3,82.62 226.61 131.88 129.86 139.59 151.9

Interest &
brokerage
7,66.19 240.45 245.4 434.69 411.07 211.97
Profit / Loss
before tax
65,15.90 6089.46 3056.8 1157.7 660.34 529.44

Taxes 24,67.08 1861.89 1039.8 450.19 263.86 197.37

Profit / Loss
after tax
40,48.82 4227.57 2017.1 707.47 396.48 332.07

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Dividend (%) 120 100 60 40 30 26
Works
production
160,25.00 12031 10555 9700.4 7301.72 5162.4
Progress
billing
380,89.22 28661 26239 15014 14445.2 13674

As on As on As on As on As on As on
31.03.2009 31.03.2008 31.03.2007 31.03.2006 31.03.2005 31.03.2004
Net fixed
assets
35,41.08 2672.02 872.44 853.76 894.44 903.42

Share capital 5,50.22 550.22 550.22 550.22 550.22 550.22

Reserves
surplus
118,86.38 8720.86 5011.8 3722.3 3265.82 3367.5

Net worth 124,36.60 9271.08 5562 4272.1 3816.04 3917.7

Borrowings 93,36.01 5097.4 1043.1 4127.1 6405.37 4352.4

Net worth per
share
240.07 168.5 101.09 77.65 69.35 71.2
Debt: Equity
ratio
0.75:1 0.55:1 0.19:1 0.97:1 1.68:1 1.1:1
Number of
employees
928 897 761 753 788 852

Conclusion
1) Nature of the company: -

The marketing division of the company comprises of four categories

a) B.M.H.E – Bulk material handling division. This division is responsible for the
supply of the equipments to the customers.

b) B.M.H.S - Bulk material handling systems. This division is responsible for

handling turnkey type of projects, i.e. it is responsible for Setting up the business
till it starts operating.

c) EPC - Engineering project construction. This division is responsible for the

selling of heavy equipments like port and yard equipments, stacker reclaimer ,
wagon tipplers.

d) EPCM - Engineering project construction and management.

2) Company is ISO CERTIFIED 9001 and current annual turnover of the

company is 216 cr.

3) Company is performing very well in steel, mines and other sectors,

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Where as growing opportunity is there in power sector , where as cement sector
condition is below expectancy.

4) Company is generally indulge in tender driven business where along

With product specification price factor is also very important.

5) Company’s pricing policy is very rigid and it quotes it’s price 20-30% Higher
than actual price.

6) Company strictly adheres to the product quality on which it can not

Compromise as it has to follow the TBEM MODEL that doesn’t
Permit the company to reduce its quality.

7) Company’s delivery time and promotional schemes are weak, on Which it has
no better planning.

8) High price, high delivery time and no promotional package Resulted in major
order loss to the company.

9) In some cases company has quoted the price of idlers generally 50-60 %
above the market price.

10) Company is suffering major set backs from the local parties Of the
respective regions on either price basis or lack in delivery time.

11) Eastern and southern region of the country has given better market to the
company share of the north and west region is meager.

12) Company has set up its regional offices in Delhi, Mumbai , Nagpur,
Hydrabad, and Kolkata, these regional offices provide after sales Service,
Site visit and forward customer queries to the company.

13) Based upon the production capacity the company has so far handled the
Maximum order.

14) Recently company got an order from Japan for screens and Kuwait
Cement has been a regular customer of the company.

15) Company has not given much effort in improving it’s information system.

16) The company has so far not entered into any type of collaboration with any
foreign or domestic company.

17) Satisfaction level of the regional offices is low as they are not Competent.

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18) Company expects uniform taxation policy from the government Which may
benefit the company in fixing it’s price.

19) TATA brand name has scoured the company and creates good Image in the
mind of the customers.

20) Company has not extended it’s marketing strategy to a Competitive level.
Marketing mediums are

a) Through direct contact

b) Advertisements
c) Tenders
d) Business agents/ dealers (only in mining)

21) Company’s expenditure is 93% of the total income, which is Challenging and
55% of the total income is spent on purchasing raw materials as company
doesn’t maintain inventory and purchase the raw material at market price
which keeps on Fluctuating.

22) Company has been doing business with top companies of almost All sectors
except cement sector.

23) Company’s mining department work according to the rules and

Regulation set up by D.G.M.S and C.V.C (Central vigilance council)

24) It is difficult to predict company’s market share as it is the only

Company that is specifically for manufacturing bulk material
Handling equipments rest all it’s competitors take it as part of their
Business, like L&T, BEML, ELECON, Mc NELLE BHARAT, SAYAJI, etc

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 Comments & suggestion

After spending two months in the product marketing division of TRF Ltd; I have
noticed some points.

Comments:-

 Marketing intelligence is extremely poor and the area is limited.

 Future plans not passed on to concerned department properly.
 Pro-active marketing activities are not up to the mark.
 Preparation of tender is much time consuming.
 Price of some products are very high as compared to competitors.
 New product development is moving with slow pace.

Suggestions:-

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 Should enhance its Pro-active Marketing.
 Should try to reduce the time lag for preparation of a tender.
 Should increase the communication between the supplier and marketing
department.
 Should concentrate on implementation of technological advancement for
getting competitive advantage.
 Should concentrate more on self- value added product, less depend upon
the supplier
 R&D department should enhance it’s process.It should be more active.
 More integration is needed among departmental activities.
 Should enhance it’s distribution channels.
 Should promote it’s brand like other competitors.
 More emphasis on after sales service will also promote the business.

Bibliography

 Principle of Marketing Management- Philip Kotler

 TRF’s Annual Report

 TRF’s Monthly Magazine

 TRF’s product Catalogue

 Website: www.trfltd.com
www.google.com
www.tata.com

 Newspapers: Economics Times

Business Standards
Financial Express

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 Personal interview with the employees

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