Description
The objective of this presentation is about Marketing Report on SAIL.
figures are to be met then India will nearly double capacity in the five years after this. In other words it will do in a half decade what the country has achieved in the last 100 hundred years. The Steel Authority of India
Market
In metaphorical terms steel is found in exceptional people in varying proportions: for instance, nerves of steel or a steely resolve or the fortitude of steel. In literal terms, however, steel simply drives a country’s economy and is, often, the scale by which its well-being is measured. The escalating demand for steel in infrastructure, real estate and automotive sectors at home and abroad has put India’s steel industry into overdrive. Stimulated by a booming economy, the demand for steel in India has risen by 13% (Source: Ministry of Steel report). The National Steel Policy (NSP) of 2005 had envisaged steel production to rise to 110 million tonnes by 2019/20. Thanks to India’s near 10% economic growth this figure has since been scaled up to 275 million tonnes. According to a study by Credit Suisse, India’s steel consumption will grow by 16% annually till 2012. The country, today, is the fifth largest steel manufacturer in the world with an annual crude steel output of over 50 million tonnes. By 2015/16 India is projected to become the world’s second largest with an annual production of 137 million tonnes. If the NSP
Indian Railways. The captive mines of SAIL met the entire iron ore requirement of the company’s steel plants by producing around 25 million tonnes of iron ore during the year. SAIL is not just about exploding production. The company has kept a careful watch on costs, too. During 2006/07 through various measures and by improving technoeconomic parameters the company improved profitability by over Rs. 400 crore (US$ 100 million). In the process SAIL reached a number of milestones: it recorded its lowest-ever energy consumption of 7.14 giga calories per tonne of crude steel; improved blast furnace productivity to 1.5 tonnes/m3/day and logged 1136 kilos of metallic input. It
Limited (SAIL) is among the top five businesses in the country. It had a turnover of Rs. 39,189 crore (US$ 9.80 billion) in 2006/07 and profit of Rs. 9423 crore (US$ 2.36 billion).
Achievements
SAIL has been a part of India’s growth story since Independence. Today SAIL produces the widest range of quality steel products in the country. The consuming industries for these products include construction, heavy engineering, power, defence, railways, oil and gas, transportation and the automotive sector. SAIL’s eight manufacturing units are spread across India – five integrated steel plants at Bhilai, Durgapur, Rourkela, Bokaro and Burnpur producing carbon steels and three plants at Salem, Durgapur and Bhadravati manufacturing special steels. Operating at over 114% of their capacity, SAIL units produced 12.6 million tonnes of saleable steel in 2006/07; in the process they contributed more than one-fourth of the country’s total requirement of crude steel and 100% of the track requirements of the
also achieved the best-ever average labour productivity of 200 tonnes per employee during the year across all its units and 268 tonnes at Bhilai. On the distribution front, SAIL simplified steel buying by providing internet-based facilities through its online e-store. The company offered door-to-door delivery to small house-builders in the National Capital Region of Delhi and Kolkata while the other parts of the country continued to be supported by a huge distribution infrastructure comprising 37 branch sales offices, 24 consignment agents, 56 warehouses and over 1600 authorised dealers. In recognition of the service SAIL has rendered, its units have won several prestigious awards. The FICCI Award for Rural & Community Development Initiatives 2006/07; the SCOPE Meritorious Award for Environmental Excellence and Sustainable Development; the SCOPE Gold Trophy for Excellence and Outstanding Contribution to Public Sector Management; the Prime Minister’s Trophy for Best Integrated Steel Plant; the Golden Peacock Eco Innovation Award; the Best Employer Award in the Public Sector Undertaking category for 2006/07; the prestigious Business Superbrand accolade for 2004/06 and the Business World-FICCI-SEDF Corporate Social Responsibility Award, 2006.
History
It was Pandit Nehru’s belief that dams and factories were the temples of modern India. He
took it upon himself to give India the foundation for it to become self-sufficient in all aspects. This vision inspired the builders of modern India to create the right fundamentals for the rapid industrialisation of the country. The steel sector was given priority since it was perceived as a key driver of economic growth. With this, as the view, Hindustan Steel Limited (HSL) was set up by the Government of India to manage the country’s first steel plant in the public sector at Rourkela. In April 1957, the supervision and control of the steel plants coming up at Bhilai and Durgapur were also transferred to HSL. In 1972, SAIL was created as the holding company for all HSL steel plants. SAIL was incorporated on 24th January 1973 and was restructured as an operating company in 1978. Today, it rules over eight steel plants. 2008 marks the golden jubilee of the company.
other organisations. The Centre for Engineering & Technology of the company is the design, engineering and consultancy hub of SAIL and provides a complete range of services to Indian and international clients.
Recent Developments
SAIL has taken several strategic initiatives to consolidate its position as market leader and to achieve production targets. A Memorandum of Understanding has been signed with Tata Steel for development of coal mines; a joint venture company has been formed to set up cement plants at Bhilai and Bokaro; steel processing units are being set up in different states; a Special Economic Zone has been commissioned at Salem and an MoU with the Indian Railways has been signed for the construction of 235 kilometres of new tracks in Chhattisgarh. To inject greater efficiencies in its operations, material management, customer relations, finance and personal, SAIL has strengthened its IT communications network by introducing ITenabled processes.
Product
The company has made continuous improvements in its product-mix and quality. A major drive has been made to produce special steels and value-added items. Thanks to these efforts the company recorded substantial growth during 2006/07. SAIL achieved 13% increase in electrical sheets, 55% in pipes, 15% in TMT bars, 9% in plates and 4% in railway materials. From its existing facilities SAIL produced about 500,000 tonnes of additional finished steel by simply improving operational efficiencies. Equipped with the latest steel-making
branding some of its products for the market place. Today, SAIL-TMT reinforcement bars and SAIL-JYOTI galvanised products have become items of choice for steel consumers, even in remote locations of the country. The company seeks to exploit every opportunity of strengthening its relationships with its employees and its clients. It has, therefore, taken its golden jubilee celebrations as yet another means to achieving the end. A composite corporate logo has been implemented across all SAIL plants and units to facilitate brand identification.
Brand Values
SAIL’s vision is to be a respected, world-class corporation and a leader in the Indian steel business. Its brand positioning as being a part of every Indians life has reiterated its perception of
technologies, SAIL plants produce more than 50 different types of products ranging from hot rolled and cold rolled sheets and coils to galvanised plain and corrugated sheets; from rails, wheels, axles and reinforcement bars to rods, electrical plates, pipes and structurals in more than 500 different specifications and grades. These have met the exacting requirements of both domestic as well as overseas customers. With the widest product range among Indian steel producers, SAIL offers 50 mild, special and alloy steel products in 1000 different qualities and 5000 dimensions. SAILCON, a unit of SAIL, is a single-window consultancy providing design, engineering, technical, management and training to the iron and steel sector. The company’s Management Training Institute at Ranchi undertakes management research and provides consultancy in areas of management, HR, etc. SAIL’s Research & Development Centre for Iron & Steel, also at Ranchi, undertakes research projects in diverse segments of iron and steel technology and offers technical services to
A Key Account Management system has been introduced to provide major customers a single-window support from managers appointed at the branch and regional levels. SAIL is also implementing ambitious expansion and modernisation plans to keep pace with growing demand for steel. Projects worth Rs. 20,000 crore (US$ 5 billion) have been initiated in the calendar year 2007.
Promotion
An eclectic mix of internal and external communication activities are used to promote and increase awareness of the company’s steady growth. SAIL conducts periodic media campaigns to reinforce the image of the organisation as a company with strong fundamentals and a bright future, both through print and electronic media as well as ambient advertising. Trade fairs have been used to strengthen the image of the organisation among stakeholders and the general public. Internal communication, apart from tent cards, posters and electronic boards is supported by the in-house publication, SAILNews. These help ensure free flow of communication and keep employees involved in the activities of the company. The SAIL brand recorded an all-time high recall when the company launched an ad campaign with the tag line ‘There’s a little bit of SAIL in everybody’s life.’ This campaign was a huge success and played a major role in making SAIL not only a household name but also a symbol of national pride. The company has been able to achieve a higher level of recognition and greater value by
a company that is the pride of the country. SAIL aims at creating value through quality and trust; it aims to nurture a culture that supports flexibility, is proactive to change and makes a meaningful difference to people’s lives.
www.sail.co.in
THINGS YOU DIDN’T KNOW ABOUT
SAIL
The company was the proud supplier of steel to the Indian Navy for the manufacture of the country’s first indigenous aircraft carrier Till date, rails supplied by SAIL, if put end to end, would circumnavigate the world 7.5 times SAIL has adopted 79 villages across eight states for development into model steel villages SAIL is helping preserve five monuments in Delhi’s famous Lodi Gardens More than 700,000 people have been covered by SAIL’s AIDS Awareness Programme SAIL runs 138 schools and 39 hospitals, including eight super specialty hospitals SAIL provides access to clean drinking water to more than 2 million people SAIL townships have 140,000 houses, clubs, hospitals and lush green parks
doc_689185986.pdf
The objective of this presentation is about Marketing Report on SAIL.
figures are to be met then India will nearly double capacity in the five years after this. In other words it will do in a half decade what the country has achieved in the last 100 hundred years. The Steel Authority of India
Market
In metaphorical terms steel is found in exceptional people in varying proportions: for instance, nerves of steel or a steely resolve or the fortitude of steel. In literal terms, however, steel simply drives a country’s economy and is, often, the scale by which its well-being is measured. The escalating demand for steel in infrastructure, real estate and automotive sectors at home and abroad has put India’s steel industry into overdrive. Stimulated by a booming economy, the demand for steel in India has risen by 13% (Source: Ministry of Steel report). The National Steel Policy (NSP) of 2005 had envisaged steel production to rise to 110 million tonnes by 2019/20. Thanks to India’s near 10% economic growth this figure has since been scaled up to 275 million tonnes. According to a study by Credit Suisse, India’s steel consumption will grow by 16% annually till 2012. The country, today, is the fifth largest steel manufacturer in the world with an annual crude steel output of over 50 million tonnes. By 2015/16 India is projected to become the world’s second largest with an annual production of 137 million tonnes. If the NSP
Indian Railways. The captive mines of SAIL met the entire iron ore requirement of the company’s steel plants by producing around 25 million tonnes of iron ore during the year. SAIL is not just about exploding production. The company has kept a careful watch on costs, too. During 2006/07 through various measures and by improving technoeconomic parameters the company improved profitability by over Rs. 400 crore (US$ 100 million). In the process SAIL reached a number of milestones: it recorded its lowest-ever energy consumption of 7.14 giga calories per tonne of crude steel; improved blast furnace productivity to 1.5 tonnes/m3/day and logged 1136 kilos of metallic input. It
Limited (SAIL) is among the top five businesses in the country. It had a turnover of Rs. 39,189 crore (US$ 9.80 billion) in 2006/07 and profit of Rs. 9423 crore (US$ 2.36 billion).
Achievements
SAIL has been a part of India’s growth story since Independence. Today SAIL produces the widest range of quality steel products in the country. The consuming industries for these products include construction, heavy engineering, power, defence, railways, oil and gas, transportation and the automotive sector. SAIL’s eight manufacturing units are spread across India – five integrated steel plants at Bhilai, Durgapur, Rourkela, Bokaro and Burnpur producing carbon steels and three plants at Salem, Durgapur and Bhadravati manufacturing special steels. Operating at over 114% of their capacity, SAIL units produced 12.6 million tonnes of saleable steel in 2006/07; in the process they contributed more than one-fourth of the country’s total requirement of crude steel and 100% of the track requirements of the
also achieved the best-ever average labour productivity of 200 tonnes per employee during the year across all its units and 268 tonnes at Bhilai. On the distribution front, SAIL simplified steel buying by providing internet-based facilities through its online e-store. The company offered door-to-door delivery to small house-builders in the National Capital Region of Delhi and Kolkata while the other parts of the country continued to be supported by a huge distribution infrastructure comprising 37 branch sales offices, 24 consignment agents, 56 warehouses and over 1600 authorised dealers. In recognition of the service SAIL has rendered, its units have won several prestigious awards. The FICCI Award for Rural & Community Development Initiatives 2006/07; the SCOPE Meritorious Award for Environmental Excellence and Sustainable Development; the SCOPE Gold Trophy for Excellence and Outstanding Contribution to Public Sector Management; the Prime Minister’s Trophy for Best Integrated Steel Plant; the Golden Peacock Eco Innovation Award; the Best Employer Award in the Public Sector Undertaking category for 2006/07; the prestigious Business Superbrand accolade for 2004/06 and the Business World-FICCI-SEDF Corporate Social Responsibility Award, 2006.
History
It was Pandit Nehru’s belief that dams and factories were the temples of modern India. He
took it upon himself to give India the foundation for it to become self-sufficient in all aspects. This vision inspired the builders of modern India to create the right fundamentals for the rapid industrialisation of the country. The steel sector was given priority since it was perceived as a key driver of economic growth. With this, as the view, Hindustan Steel Limited (HSL) was set up by the Government of India to manage the country’s first steel plant in the public sector at Rourkela. In April 1957, the supervision and control of the steel plants coming up at Bhilai and Durgapur were also transferred to HSL. In 1972, SAIL was created as the holding company for all HSL steel plants. SAIL was incorporated on 24th January 1973 and was restructured as an operating company in 1978. Today, it rules over eight steel plants. 2008 marks the golden jubilee of the company.
other organisations. The Centre for Engineering & Technology of the company is the design, engineering and consultancy hub of SAIL and provides a complete range of services to Indian and international clients.
Recent Developments
SAIL has taken several strategic initiatives to consolidate its position as market leader and to achieve production targets. A Memorandum of Understanding has been signed with Tata Steel for development of coal mines; a joint venture company has been formed to set up cement plants at Bhilai and Bokaro; steel processing units are being set up in different states; a Special Economic Zone has been commissioned at Salem and an MoU with the Indian Railways has been signed for the construction of 235 kilometres of new tracks in Chhattisgarh. To inject greater efficiencies in its operations, material management, customer relations, finance and personal, SAIL has strengthened its IT communications network by introducing ITenabled processes.
Product
The company has made continuous improvements in its product-mix and quality. A major drive has been made to produce special steels and value-added items. Thanks to these efforts the company recorded substantial growth during 2006/07. SAIL achieved 13% increase in electrical sheets, 55% in pipes, 15% in TMT bars, 9% in plates and 4% in railway materials. From its existing facilities SAIL produced about 500,000 tonnes of additional finished steel by simply improving operational efficiencies. Equipped with the latest steel-making
branding some of its products for the market place. Today, SAIL-TMT reinforcement bars and SAIL-JYOTI galvanised products have become items of choice for steel consumers, even in remote locations of the country. The company seeks to exploit every opportunity of strengthening its relationships with its employees and its clients. It has, therefore, taken its golden jubilee celebrations as yet another means to achieving the end. A composite corporate logo has been implemented across all SAIL plants and units to facilitate brand identification.
Brand Values
SAIL’s vision is to be a respected, world-class corporation and a leader in the Indian steel business. Its brand positioning as being a part of every Indians life has reiterated its perception of
technologies, SAIL plants produce more than 50 different types of products ranging from hot rolled and cold rolled sheets and coils to galvanised plain and corrugated sheets; from rails, wheels, axles and reinforcement bars to rods, electrical plates, pipes and structurals in more than 500 different specifications and grades. These have met the exacting requirements of both domestic as well as overseas customers. With the widest product range among Indian steel producers, SAIL offers 50 mild, special and alloy steel products in 1000 different qualities and 5000 dimensions. SAILCON, a unit of SAIL, is a single-window consultancy providing design, engineering, technical, management and training to the iron and steel sector. The company’s Management Training Institute at Ranchi undertakes management research and provides consultancy in areas of management, HR, etc. SAIL’s Research & Development Centre for Iron & Steel, also at Ranchi, undertakes research projects in diverse segments of iron and steel technology and offers technical services to
A Key Account Management system has been introduced to provide major customers a single-window support from managers appointed at the branch and regional levels. SAIL is also implementing ambitious expansion and modernisation plans to keep pace with growing demand for steel. Projects worth Rs. 20,000 crore (US$ 5 billion) have been initiated in the calendar year 2007.
Promotion
An eclectic mix of internal and external communication activities are used to promote and increase awareness of the company’s steady growth. SAIL conducts periodic media campaigns to reinforce the image of the organisation as a company with strong fundamentals and a bright future, both through print and electronic media as well as ambient advertising. Trade fairs have been used to strengthen the image of the organisation among stakeholders and the general public. Internal communication, apart from tent cards, posters and electronic boards is supported by the in-house publication, SAILNews. These help ensure free flow of communication and keep employees involved in the activities of the company. The SAIL brand recorded an all-time high recall when the company launched an ad campaign with the tag line ‘There’s a little bit of SAIL in everybody’s life.’ This campaign was a huge success and played a major role in making SAIL not only a household name but also a symbol of national pride. The company has been able to achieve a higher level of recognition and greater value by
a company that is the pride of the country. SAIL aims at creating value through quality and trust; it aims to nurture a culture that supports flexibility, is proactive to change and makes a meaningful difference to people’s lives.
www.sail.co.in
THINGS YOU DIDN’T KNOW ABOUT
SAIL
The company was the proud supplier of steel to the Indian Navy for the manufacture of the country’s first indigenous aircraft carrier Till date, rails supplied by SAIL, if put end to end, would circumnavigate the world 7.5 times SAIL has adopted 79 villages across eight states for development into model steel villages SAIL is helping preserve five monuments in Delhi’s famous Lodi Gardens More than 700,000 people have been covered by SAIL’s AIDS Awareness Programme SAIL runs 138 schools and 39 hospitals, including eight super specialty hospitals SAIL provides access to clean drinking water to more than 2 million people SAIL townships have 140,000 houses, clubs, hospitals and lush green parks
doc_689185986.pdf