Scientific methodology to launch retail consumer pricing (RCP) in GC; JSW Steel Ltd. Mumbai

Abstract

A Project entitled "Scientific Methodology to launch Retail Consamer Pricing (RCP) Model in GC segment for JSW' was done during this internship. Over all study of launching RCP in the states of Madhya Pradesh and Chhattisgarh was undertaken and the recommendation for the same was suggested. The project-work can -re divided' into six sub-parts: (i) study of production unit, (ii) design of survey questionnaire, (iii) trial survey in Maharashtra, (iv) survey in MP and Chhattisgarh, (v) ~alysis. of surveyed data and (vi) Pilot test oflaunching RCP in Siliguri. The main objective is to come out with recommendations on how the RCP model can be implemented in GC sheets without affecting the volumes of the product. To study this, it is initially needed to understand the technical aspects of the GC production, Quality, Calculation of bundle weight, Packaging etc. Then the questionnaire sets were designed for distributors/dealers, retailers and end-consumers separately. These survey questionnaires were prepared on iteration basis by repeatedly interacting with the guides and the concerned officials. Once the model questionnaire is prepared, it is taken to conduct a model survey in Maharashtra. With insights obtained from the model survey conducted in Sola pur and Pune, questionnaire is fine tuned so that it is precisely in line with the objectives of the project. Later, survey is done for cities such as - Indore, Bhopal, Gwalior, Jabalpur and Rathlam in MP and Raipur, Bhilai, Bilaspur in Chhattisgarh; to study the market. By analyzing the data collected, the feasibility oflaunching RCP in MP and Chhattisgarh has been suggested. Also, the bottlenecks specific to individual markets of MP and. .. Chhattisgarh are analyzed and actionable recommendations are suggested to bypass these obstacles. As a pilot test, Siliguri in West Bengal area is taken to launch the RCP model. In consultation with the JSW dealers in West Bengal and also by incorporating the suggestions given by Mr. Sandeep Khanna AGM (Marketing), exhaustive guidelines are formulated for the launch of RCP in northern part of West Bengal. In addition to these, action plan to launch the RCP in North Bengal has been suggested. In the market study, the prime bottleneck is identified as the constraint of product availability. Recommendations to improve the product availability are also suggested.