This project will give the insights of the Export marketing and Documentation procedure of iron and steel in Visakhapatnam Steel Plant. In addition analytical research on customer relationship management activities helps us to understand the customer needs, wants and their satisfaction level. Suggestions are provided to improve the marketing activities of the RINL Visakhapatnam Steel Plant to boost up the export performance and ensure customer satisfaction.

1. A study on Export Marketing and CRM
With reference to Visakhapatnam Steel Plant
Under the guidance of
Dr. Y. SRINIVASULU
Reader
Dept. of International Business
Pondicherry University
Presented by
Mr. K. MANOJ KUMAR
Reg. no: 12382041
Dept. of International Business
Pondicherry University

2. Company Profile
Visakhapatnam Steel Plant (VSP), is the first shore
based
integrated
steel
plant
located
at
Visakhapatnam, Andhra Pradesh
Vizag steel is known for its Quality and it is a market
leader in long products with a share of 8.1%
VSP exporting finished products to countries like
USA, UAE, Thailand, Bangladesh, Nepal, Srilanka,
China, Indonesia, South Korea, Vietnam, Malaysia
etc.,
Steel Products
By-Products
Billets
Rounds
Rebars
Angles
Beams
Squares
flats
Benzene
Nut coke
Coke dust
Coal tar
Wash oil
Ammonium sulphate
Lime fines
Share of Long Products in 2012-13
4.9
Unit: %
4.5 4.5
6.3
8.1
71.8
Others
RINL
SAIL
TATA
JSW
JSPL

3. VSP Distribution network

4. Objectives of the Study
To study the Export Marketing and Documentation procedure of
Iron and Steel.
 To study the Marketing activities of RINL – Visakhapatnam
Steel Plant to improve the exports.
To do a analytical research on the effectiveness of the CRM
activities to improve customer satisfaction.
To understand the various functions carried out by different
departments in the plant and their interdependency.

5. Research Methodology
 Primary Data: Collected using a Questionnaire and interaction with
the employees and customers
 Secondary Data: Company web source, Journals and Annual sales
report, etc.,
 Sample size: 120
 Sampling unit: Customers & employees of VSP
 Sampling method: Convenience sampling
 Tools used for analysis:
 Simple percentage analysis
 Chi-Square test

6. Data Analysis
Factors influencing the customers to choose
RINL products
46.25%
No of Customers
30
Percentage
32.50%
25
20
37
15
26
13.75%
10
5
5
6.25%
Quality
Price
11
2 2.50%
0
Availability
Reliability
45
40
35
30
25
20
15
10
5
0
50%
No of
customers
33.75%
16.25%
0
0
40%
30%
40
27
20%
10%
13
0%
Excellent
Above all
60%
50.00%
Good
Average
Rating
Poor
Very poor
Alternatives
Customer Service
Consistency in the Product Quality
70%
61.25%
50
60%
No of
customers
40
30
20
49
50%
40%
30%
26.25%
20%
12.50%
21
10
10
0
Excellent
Good
Average
Rating
0 0.00%
Poor
0
0.00%
Very poor
10%
0%
No of customers
60
No of customers
No of customers
35
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
No of customers
40
Promotional Activities
50
45
40
35
30
25
20
15
10
5
0
55.00%
60%
50%
No of
customers
40%
25.00%
30%
44
8.75%
0
11.25%
20
20%
10%
9
7
0%
Excellent
Good
Average
Rating
Poor
Very poor

7. Data Analysis
Packing, labelling & Colour coding of
Products
40
Excellent
35%
30
20
Good
65%
10
0
Pricing Strategy used
Export Performance
35
80.00%
30
No of Samples
No of respondents
Export Pricing strategy
25
No of Samples
20
Percentage
32
15
10
5
0
15.00%
2 5.00% 6
Excellent
Good
0
Average
Rating
0
Poor
Very poor
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

8. Findings of the Study
 Majority of the customers choose VSP because of its consistency in Product Quality
and availability of the products in time
 VSP exports their products on F.O.B basis only. At present VSP is spending nearly Rs.
10 crores per year as FOB charges.
 VSP mainly exports their products to the neighboring countries like Bangladesh, Nepal
and Srilanka.
 VSP exports only ISO 9002 certified products.
 Promotional activities of VSP to improve its exports are poor.
 CRM is managed by the executives of VSP; no software is used for the CRM
implementation. Survey done by the external agencies is used to identify the potential
customers. Also customer feedback forms are used to understand the needs and
wants of the customers.
 VSP is planning to set up a new branch in Myanmar and Singapore to explore the
opportunities in the International market. Recently, International Marketing Office
(IMO) has been established in Colombo, Sri Lanka
 VSP is making alliances with some trading companies abroad This may strengthen the
market of VSP in the foreign market.

9. Suggestions
 As VSP is producing iron and steel products of high standards and company has
given a major thrust to exports, it has to take promotional activities in large scale.
 In the present marketing situation where customers hold the key it is important to
influence the customers. the company has to go for global promotional campaigns to
attract the customers.
 VSP can conduct seminars and customer counseling at international level so as to
make foreign customers aware of the quality product available in India at a competitive
price.
 VSP has only one office in the exports division .This makes it difficult for procuring
orders directly from the customers. So it will be better for the company to open
international branch in regions where VSP exports large share of its total exports.
 VSP can use the following to ensure customer satisfaction – Call center, Online
customer feedback, Magazines, Sending letters to customers, Privilege cards, Extension
of credit etc.,

10. Conclusion
The changed scenario of business left us with a huge market to
explore. There is no restriction for place/market. It’s the same for an industry
like steel. Export is the easy way to enter the foreign market.
In this project, All the suggestions given are directed towards the twin
objective of strengthening the market and improving the customer relationship
between the company and its customers.
VSP has yet to do a lot towards “customer oriented marketing” to
attract more and more customers because the customer holds the key for
success of any organization.

11. Bibliography
Websites







www.vizagsteel.com
www.exim-policy.com
www.eximguru.com
www.dgft.gov.in
www.businessvibes.com
www.scribd.com
www.economywatch.com
Other sources
 “A practical approach to
Marketing Management” by
Kujnish Vashist
“Export-import procedures
Documentation and Logistics” by
C. Rama Gopal
A Strategy Model for Export
Marketing. Nikhilesh Dholakia and
Rakesh Khurana.

12. THANK YOU
Each and everyone for your time