A

Project Report on

CUSTOMER SATISFACTION OF ELECTROTHERM

FURNACES

Submitted
In the partial fulfillment of the Degree of

MASTER OF BUSINESS ADMINISTRATION

Semester-III
By

Parth Patel
Submitted To:

Prof: Ravindra Parulekar Sir.

Indus Institute Of Technology & Engineering (IITE)

INDUS UNIVERSITY

Indus Campus, Vill. Rancharda, Via Thaltej, Ahmedabad 382415E-mail [email protected]

Web: www.indusuni.ac.in/
Tele: +91-2764-260277 / 78 / 79

Preface

MBA curriculum is designed in such a way that a student can grasp maximum knowledge
and can get practical exposure to the corporate world in minimum possible time. Business
schools of today realize the importance of practical knowledge over theoretical base.
The research report is important for the partial fulfillment of MBA curriculum and it
provides an opportunity to the researcher in understanding the industry with special
emphasis on the development of skills in analyzing and interpreting the practical
problems through the application of management theories and techniques. It is a new
platform of leaning through practical experience, which incorporates survey and
comparative analysis. It gives the learner the opportunity to relate the theory with the
practice, to test the validity and business situation.

ACKOWLEDGEMENT
It gives me great satisfaction and pleasure in presenting the report of the project done by
me at Electrotherm (India) Ltd. I take this opportunity to thank all those without support
of whom I would not have been able to finish my work.

First and for most I M extremely grateful to Mr. Sundar Swami for sharing their
valuable time and experience with me throughout my research. And also thank to Mr.
Kalpesh chawda and Mr. Jaymin they constantly guided me and provided me the right
path to accomplish my goal.

I would also like to thank my project coordinator Prof. Ravindra Parulekar for
providing valuable inputs and suggestions to me throughout the project.

Last but not the least I am extremely thankful to the entire crew of Electrotherm for their
support and allowing me to carry forward my project at an esteemed place as
Electrotherm.

TABLE OF CONTENT:

INDEX
PARTICULAR

PAGE NO.

Executive Summary

SR NO.

CHAPTER : 1 INTRODUCTION
I

Introduction And Importance Of The Project.

CHAPTER : 2 COMPANY PROFILE

II

History

17

III

Vision, Mission & Values.

19

IV

Line Of Business.

23

SWOT Analysis

24

VI

Milestone

26

VII

Present Product Range.

28

CHAPTER : 3 Research Methodology

VIII

Method Of Research

38

IX

Need For Study

40

Objective Of Study

40

XI

Limitation Of Study

41

CHAPTER : 4 Analysis
XII

Analysis

42

XIII

Limitation of the Project

52

VX

Suggestion And Recommendation

52

CHAPTER : 5 Conclusion
XV

54

Conclusion
Bibliography

55

Questionnaires

57

Executive Summary

The project titled customer satisfaction of Electrotherm furnace Undertaken in

Electrotherm India Ltd. It is only Indian company with indigenously developed world
class technologies of global scale.

The project report is about, how customer satisfaction level is important dependent
variable for organisation to increase the business. This is considered as a necessary asset
of company. Customer satisfaction is depended on various independent variables like
price of equipment, power-consumption, and breakdown after sale service and
maintenance. My research is to find out the satisfaction level of customer who purchase
induction furnace from Electrotherm.

During first two week of my summer internship project I get information about product
range of furnaces. After that I move on research topic. I get list of sixty companies and I
have to conduct interview with owner of the company. For making survey possible I have
to feel up questionnaire form owner of company.
Analysis done from survey was, most of the customers are satisfied with the product.
Price and performance are main criteria for buying furnace. Market of Ahmedabad is
very price sensitive.

CHAPTER: 1
INTRODUCTION

INTRODUCTION AND IMPORTANCE OF THE PROJECT

Why Organizations Focus on Customer Satisfaction

Businesses monitor customer satisfaction in order to determine how to increase their
customer base, customer loyalty, revenue, profits, market share and survival. Although
greater profit is the primary driver, exemplary businesses focus on the customer and
his/her experience with the organization. They work to make their customers happy and
see customer satisfaction as the key to survival and profit. Customer satisfaction in turn
hinges on the quality and effects of their experiences and the goods or services they
receive.

Customer Satisfaction
The definition of customer satisfaction has been widely debated as organizations
increasingly attempt to measure it. Customer satisfaction can be experienced in a variety
of situations and connected to both goods and services. It is a highly personal assessment
that is greatly affected by customer expectations. Satisfaction also is based on the
customers experience of both contact with the organization (the moment of truth as it
is called in business literature) and personal outcomes. Some researchers define a
satisfied customer within the private sector as one who receives significant added value
to his/her bottom linea definition that may apply just as well to public services.
Customer satisfaction differs depending on the situation and the product or service. A
customer may be satisfied with a product or service, an experience, a purchase decision, a
salesperson, store, service provider, or an attribute or any of these. Some researchers
completely avoid satisfaction as a measurement objective because it is too fuzzy an
idea to serve as a meaningful benchmark.4 Instead, they focus on the customers entire
experience with an organization or service contact and the detailed assessment of that
experience.

For example, reporting methods developed for health care patient surveys often ask
customers to rate their providers and experiences in response to detailed questions such
8

as, How well did your physicians keep you informed? These surveys provide
actionable data that reveal obvious steps for improvement. Customer satisfaction is a
highly personal assessment that is greatly influenced by individual expectations.

Some definitions are based on the observation that customer satisfaction or dissatisfaction
results from either the confirmation or disconfirmation of individual expectations
regarding a service or product. To avoid difficulties stemming from the kaleidoscope of
customer expectations and differences, some experts urge companies to concentrate on a
goal thats more closely linked to customer equity. Instead of asking whether customers
are satisfied, they encourage companies to determine how customers hold them
accountable Customer satisfaction, a business term, is a measure of how products and
services supplied by a company meet or surpass customer expectation. It is seen as a key
performance indicator within business.

Customer satisfaction depends on the products performance relative to a buyers

expectation, the customer is dissatisfied. If preference matches expectations, the customer
is satisfied. If preference is exceeds expectation, the customer is highly satisfied or
delighted outstanding marketing insurance companies go out of their way to keep their
customer satisfied. Satisfied customers make repeat purchases insurance products and tell
other about their good experiences with the product. The key is to match customer
expectations with company performance. Smart insurance companys aim to delight
customers by promising only what they can deliver, then delivering more than the
promise. Consumers usually face a broad array of products and services that might satisfy
a given need. How do they choose among these many marketing makers offers?
Consumers make choices based on their perception of the value and satisfaction that
various products and services deliver.
Customer value is the difference between the values the customer gains from owning and
using a product and the costs of obtaining the products customers from expectations
about the value of various marketing offers and buy accordingly. How do buyers from
their expectations? Customer expectations are based on past buying experiences, the
opinion of friends and marketer and competitor information and promises.

Customer satisfaction with a purchase depends on how well the products performance
lives up to the customers expectations. Customer satisfaction is a key influence on future
buying behavior. Satisfied customers buy again and tell others about their good
experiences dies-satisfied customers of ten switches to competitors and disparage the
products to others. An insurance provider open only to active duty, retired and separated
military members and their immediate families and therefore not included in the
rankings, achieved a satisfaction ranking equal to that any insurance company.

In general, customer satisfaction with auto insurance providers decreased significantly,

with 20 of the 21 companies surveyed decreasing in satisfaction from the previous year.
Insurance is the only carrier that did not experience a decline in satisfaction. Though
consumers report their insurance carriers are resolving their claims and problems faster.
Businesses survive because they have customers who are willing to buy their products or
services. However, many businesses fails to check in with their customers to determine
whether they are happy or not and what it will make to make or keep them happy.

According to U.S consumers affairs department, it costs five times more to gain a new
customer than to retain an existing one. Other studies have repeated that with just a five
percent increase in Customer retentions a firm can raise its profitability customers spend
salary at first, but with succeeding years of good experience, they will spend increasingly
more.

Depending on the industry and the nature of the bad experience, dissatisfied customers
will complain to 10 to 20 friends and acquaintances, which is three times more than those
with good experiences are. Hence, the negative information is influential, and consumers
generally place significant weight on it when making a decision. If that is not the reason
enough, fierce competitor is needed more and more to differentiate firms from one
another. With technology available to virtually every one today, the traditional features
and cost advantages are no longer relevant. Still product and service quality provides an
enormous opportunity to distinguish a firm from the rest. The Japanese have recognized

10

this and have though us to expect quality. Todays consumers do, and they know more
about products and services than they ever did.

Customers are the best source of information. Whether to improve an existing product or
service or whether firms are planning to launch something new. There is no substitution
for getting it from horses mouth When you talk to your customer directly, to increase
your odds for achieving success you mistake proof your decisions and work on what
really matters. When you routinely ask the customers for feedback and involve them in
business they, in turn, become committed to the success of your business.

Customer Satisfaction Measurement: A basic and effective base line customer satisfaction survey program should focus on
measuring customer perceptions of how will the company delivers on the critical success
factors and dimensions of the business as defined by the customers:

For example:

Service Promptness

Courtesy of Staff

Responsiveness

Understanding the customer problem, etc.

The findings of the company performance should be analyzed both with all customers
and by key segments of the customer population. The essential starting point for
Customer Satisfaction Measurement (CMS) is exploratory research. Since satisfaction is
about an organizations ability. To meet customer requirement one has to start by
clarifying with customers exactly what those requirements are. This is done through
exploratory research using focus groups or one to one depth interviews.

11

Two main factors determine the accuracy of CMS. The first is the asking the right
question and the second is the asking them to the right people sample of customers which
accurately reflects the customer base.

Three things decide the accuracy of a sample. They are:

It must be representative.

It must be randomly selected.

It must be adequate enough.

Measuring customer satisfaction

Organizations need to retain existing customers while targeting non-customers.
Measuring customer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace.

Customer satisfaction is an abstract concept and the actual manifestation of the state of
satisfaction will vary from person to person and product/service to product/service. The
state of satisfaction depends on a number of both psychological and physical variables
which correlate with satisfaction behaviors such as return and recommend rate. The level
of satisfaction can also vary depending on other factors the customer, such as other
products against which the customer can compare the organization's products.

Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988
delivered SERVQUAL which provides the basis for the measurement of customer
satisfaction with a service by using the gap between the customer's expectation of
performance and their perceived experience of performance. This provides the researcher
with a satisfaction "gap" which is semi-quantitative in nature. Cronin and Taylor
extended the disconfirmation theory by combining the "gap" described by Parasuraman,
Zenithal and Berry as two different measures (perception and expectation) into a single
measurement of performance relative to expectation.

12

The usual measures of customer satisfaction involve a survey with a set of statements
using a Linker Technique or scale. The customer is asked to evaluate each statement in
terms of their perception and expectation of performance of the service being measured.

Methodologies
American Customer Satisfaction Index (ACSI) is a scientific standard of customer
satisfaction. Academic research has shown that the national ACSI score is a strong
predictor of Gross Domestic Product (GDP) growth, and an even stronger predictor of
Personal Consumption Expenditure (PCE) growth. On the microeconomic level, research
has shown that ACSI data predicts stock market performance, both for market indices and
for individually traded companies. Increasing ACSI scores has been shown to predict
loyalty, word-of-mouth recommendations, and purchase behavior. The ACSI measures
customer satisfaction annually for more than 200 companies in 43 industries and 10
economic sectors.

In addition to quarterly reports, the ACSI methodology can be applied to private sector
companies and government agencies in order to improve loyalty and purchase intent.
Two companies have been licensed to apply the methodology of the ACSI for both the
private and public sector: CFI Group, Inc. applies the methodology of the ACSI offline,
and Foresee Results applies the ACSI to websites and other online initiatives. ASCI
scores have also been calculated by independent researchers, for example, for the mobile
phones sector, higher education, and electronic mail.

The Kano model is a theory of product development and customer satisfaction developed
in the 1980s by Professor Noriaki Kano that classifies customer preferences into five
categories: Attractive, One-Dimensional, Must- Be, Indifferent, Reverse. The Kano
model offers some insight into the product attributes which are perceived to be important
to customers. Kano also produced a methodology for mapping consumer responses to
questionnaires onto his model. SERVQUAL or RATER is a service-quality framework
that has been incorporated into customer-satisfaction surveys (e.g., the revised

13

Norwegian Customer Satisfaction Barometer) to indicate the gap between customer

expectations and experience.

J.D. Power and Associates provides another measure of customer satisfaction, known for
its top-box approach and automotive industry rankings. J.D. Power and Associates'
marketing research consists primarily of consumer surveys and is publicly known for the
value of its product awards.

Other research and consulting firms have customer satisfaction solutions as well. These
include A.T. Kearney's Customer Satisfaction Audit process, which incorporates the
Stages of Excellence framework and which helps define a companys status against eight
critically identified dimensions. For Business to Business (B2B) surveys there are the
Info Quest box. This has been used internationally since 1989 on more than 110,000
surveys (Nov '09) with an average response rate of 72.74%. The box is targeted at "the
most important" customers and avoids the need for a blanket survey.

Improving Customer Satisfaction

Published standards exist to help organizations develop their current levels of customer
satisfaction. The International Customer Service Institute (TICSI) has released The
International Customer Service Standard (TICSS). TICSS enables organizations to focus
their attention on delivering excellence in the management of customer service, whilst at
the same time providing recognition of success through a 3rd Party registration scheme.
TICSS focuses an organizations attention on delivering increased customer satisfaction
by helping the organization through a Service Quality Model. TICSS Service Quality
Model uses the 5 P's - Policy, Processes People, Premises, Product/Services, as well as
performance measurement. The implementation of a customer service standard should
lead to higher levels of customer satisfaction, which in turn influences customer retention
and customer loyalty.

14

Customer Satisfaction Surveys:

Surveys and questionnaires are the most common marketing research methods. Typically,
they are used to:

Assess the level of customer satisfaction with a particular product, service or

experience.

Identify factors that contribute to customer satisfaction and dissatisfaction;

Determine the current status or situation of a product or service;

Compare and rank providers;

Estimate the distribution of characteristics in a potential customer population; or

Help establish customer service standards.

Benefits and Challenges:

Surveys allow an organization to quickly capture vital information with relatively little
expense and effort. A primary advantage of this method is its directness: the purpose is
clear and the responses straightforward. Additionally, the information gathered by
surveys can easily be analyzed and used to identify trends over time. The public views
consumer product polls and pollsters in a generally positive manner compared to political
and other polls. One study found that at least sixty percent of the public feels that market
research about products and services has a positive impact on society. Seventy percent
consider the people who conduct such surveys to have positive impacts on society.
A major disadvantage of customer surveys is that the responses may be influenced by the
measurement itself through various forms of bias. For example, most surveys are
voluntary, and some researchers have found differences between survey respondents and
non-respondents. People who respond to surveys answer questions differently than those
who do not respond, and late responders answer differently than early responders.

15

Chapter 2
COMPANY PROFILE

16

HISTORY:
Electrotherm (India) Ltd. has been engineering metal melting industry since 1983. In
Electrotherm from inception, R&D has been our core competency with a common focus
on developing and adopting technologies to customize customer needs making it a key
driver in our Multi-Divisional growth story.

Electrotherm is the only Indian company with indigenously developed world class
technologies of global scale. Our team focused with a Customer First attitude believes
technology should be right-sized, with the process designed to minimize waste and
selected to enhance product performance with an embedded attitude of customizing
engineering and metallurgical solutions to customers that made Electrotherm grow into
one of the market leaders in the metal melting industries in India and globally.

Electrotherm today is a Multi-divisional ISO 9001:2008 certified global Company

holding a 2,500,000 kW market share in the metal melting industry globally.
Electrotherm is a research driven company with an appreciating asset in intellectual
capital its primary source of our multi-divisional growth story. The company has
developed robust processes with inbuilt learning and continuous improvements in every
job performed. This develops effective product lifecycle management and is the
foundation of our product innovations to ensure our customers achieve their top line
growth. Engineering innovations for the global metal melting industry has been possible
due to our focused 2,607 employees with a State-of-the-art manufacturing facilities and
R&D centre manufactures a wide spectrum of products for the metal melting industry
and electric vehicles & are manufactured in four different divisions of the company. Our
products continually undergone research and development leading to innovations of
global scale to suit the changing global environment or the customer requirements. The
Customer Focus of each division in manufacturing is in tandem with the R&D to ensure
our customers achieve their objectives for top line growth.

17

The major critical customized parts are manufactured in house under stringent quality
control management and the finished products tested to withstand laid out quality
parameters with Just-In-Time delivery management principle to prevent customer
installation & operational cost overruns make achieving deadlines a reality. The real
responsibility at Electrotherm is to care for your installed equipments work with a zero
down time objective.
This principle of servicing our customers any time anywhere has made us a truly global
company. We cater to the domestic market while exports form major component of our
turnover. We service the global markets around the world with specific focus upon
Middle East, Turkey, Pakistan, Bangladesh & Africa while catering to 31 countries
around the world. Electrotherm commands more than 50% market share in induction
melting equipments used by the engineering and automotive industry in India.
Electrotherm is a truly global company taking social responsibility in its stride as 'No
engines means no pollution' says Mr. Mukesh Bhandari, Chairman & Chief Technology
Officer, Electrotherm (India) Ltd. A socially responsible Corporate Professional, who
dreams to electrify the automotive and power sector-major polluters of the environment.
Electrotherm has taken the first step in committing to making a pollution free world by
introducing the YObyke electric scooters and setting up the wind farms and solar power
plants and is also working upon to introduce electric three wheelers and hybrid bus.

18

VISION,MISSION&VALUES :

PEOPLE VISION
Electrotherm aspires to great place to work. ET is a place where engineers feel the
joy of innovation. It is an ideal destination for passionate technocrats. If you are
looking for a career that professional growth and personal fulfillment, you have
come to the right place. The high road of opportunity is open to all. You could be
one be one of them to reach to the top.
Electrotherm offers multiple career options across all its business line. Every
career avenue reflects the Companys strong people orientation. We believe that
People are the most appreciating asset and therefore we invest in them. We find
people as the only differentiating factor from our competition.

MISSION

Always innovate for a better tomorrow.

CORE VALUES

Mutual Respect and Trust

Integrity Focus

VALUE PROPOSITIONS

Innovation is the centerpiece

Pioneer in Metallurgical Equipment For Steel-making

Expertise and R&D competence in power Electronics

Project Engineering & Implementation team for medium & large size
projects

Speedy project implementation enabled by fast decision-making ability

Social Responsibility and Environment

19

CORPORATE OBJECTIVES :

To further consolidate Electrotherm position as a leading supplier of

metallurgical equipment in national and international market.

To grow its engineering capabilities by providing turnkey solutions to the

customers and implement projects from concept to full commercialization.

To diversify across the electric vehicle business to become a leading player in

battery operated vehicles in the country.

To establish a strong product and service brand in the domestic and international
market.

CONTACT DETAILS :

Registered Office

Plants

Electrotherm (india) Ltd.,

Engineering & Projects Division

A-1, Skylark Apartment,

Survey No. 72,

Satellite Road,

Village: palodia, Taluka: kalol,

Satellite, Ahemdabad-380015.

Dist: Gandhinagar 382115

Phone: +91-79-26768844

Gujarat, India. Steel, Engineering, DI

Fax: +91-79-26768855

Pipe

Email: [email protected]

&
Electric Vehicle Division
Survey No. 325,
Village : Samakhiyali, Taluka:
Bhachau,
Dist.:Kutch
Gujarat, India.Wind Farm
Village: Dhank,,
Dist.:Rajkot,
Gujart,India.

20

Board Of Directors:

NAME

DESIGNATION

Mukesh Bhandari

Chairman

Shailesh Bhandari

Managing Director

Jigar shah

Company Secretory

Dr. Jyoti Bhandari

Director (ER & CSR)

Siddharth Bhandari

Director (New Business)

R.K Purohit

ED (Steel)

Brig. P.K Prasad

ED(Human Resource)

Narendra Dalal

Whole Time Director

Avinash Bhandari

Joint Managing Director and CEO

21

Founder & Promoter

Mukesh Bhandari Chairman.

Pioneered and developed high-quality Induction Fuenace and refining

equipments for steel-making

Conceived and productionised Indias largest selling electric twowheelers.

Honoured by former President of India, Giani Zail Singh and

R.Venkatraman, for developing indigenous technology and eminence in
the field of engineering.

Shailesh Bhandari Managing Director.

Has contributed immensely in market expansion and building corporate

clientele

Provided strong drive to business by focusing on customer satisfaction

Honoured by associations such as Indian Institute Of Metals (IIM K K
Award) and Institute OF Indian Foundry Men for his Contribution to the
industry.

22

LINE OF BUSINESSES

ELECTROTHERM

Engineering

Steel

Solar

Auto

Transformers

TLT

(Heavy
electric
Vehicle)

&
project

Solar water
heater

Steel
Making
Equipments

Yobyke

Photovoltaic

Transformers

Projects
(Turn key
projects)
IPU

Sinter Of pipe

ISU

Steel melting
shop
Rowling Mill 1
Rowling Mill 2

23

Galvanizing

SWOT Analysis
Financial

No sales on
credit
Being
successful
in
getting
40%
advance before
commencing
production

Poor cash flow

management
Poor credential
and credibility
due to poor
payment terms/
over dues

Customer

Internal Process

Reliable and
stable products
Good
after
sales service
Network
Reasonable
price
Better
understanding
of engineering
and solution
providing
capabilities
Poor response
in
handling
customer
complaint
Poor handling
of after sales
service calls

120 + service
engineers

Poor
inventory
managementboth RM and
WIP
Poor account
reconciliation
and C-form
both suppliers
and
customers
Weak
development
of second line
work force
Poor
understanding
of investment
on people /
IT/
infrastructure
Poor
incentive
scheme,
inclined
towards sales
Weekly
targets
for
production
and dispatch

Independent
banking
facilities
for
E&P
24

New
PD
having
synergies with
existing

Need
immediate cash
for survival
Competitors
may propagate
in the market
about our weak
financial
condition
leading to loss
of market share
for us
Financially
strong
competitors
may leverage
their
accrued
profit
for
cheaper
procurement

25

business
(tunnel kiln,
De-carbuzier
FES,
scrap,
processing
Equip,
Magnets, etc.)
Add-ons
(DYNAVAR,
PF Correction
etc.)
KVA
based
billingan
opportunity for
PF correction
systems
Hot
metal+
secondary
route
LRF, ECCM,
EAF
Loss
of
customers
confidence due
to default in
deliveries
Customer may
look
for
alternative
technology for
steel making
(technological
obsolence)
Quality norms
revision
by
regulatory
authorities
may affect IF
technology
Raw materials
availability
may affect IF
technology

Better
inventory
management
through
modern
concepts like
KANBAN
Possibility for
technological
tie-up
for
capacitor
manufacturin
g

Current
processes or
lack of them
may not build
E&P
as
envisaged

MILESTONE
1983
ELECTROTHERM receiver its- first order of 350KW/ 500KG
1984
Designed and developed Indias first indigenous Solid State Generator of 1200 KW.
1989
ELECTROTHERM enters GLOBAL MARKET- received first order from Ethiopia and
Bangladesh
1992
Developed and commissioned Indias first integrated Stainless Steel manufacturing line
incorporating MF induction Melting Furnace, Metal Refining Converter and DC Ladle
Refining Furnace at Viraj Alloys Ltd.
1995
Developed and commissioned a 12MF Induction Melting Furnace, 15MT Metal Refining
Converter and 18MT Twin Electrode DC Ladle Refining Furnace at Stainless India
Jodhpur, a project of Mukund Ltd.
1996
Developed and commissioned Indias Indigenous DC Arc Furnace of 22MT.
1997
Supplies three large MF Induction melting Furnace with DC Ladle Refining Furnace for
Worlds largest Billet Manufacturing facility through the route of Induction melting
furnace and M/s Vishal Steel Ltd. Goa.

26

1999
Developed and commissioned bent rail hardening system at Digvijay Steel Industries at
Batala.
1999
Developed and commissioned Indias largest MF induction melting furnace of 20MT at
Shah Alloys Ltd Ahmedabad
2001
Developed and commissioned a 50MT Metal refining converter at Shah Alloys Ltd.
Ahmedabad
2004
Developed and commissioned Indias largest MF induction melting furnace of 25MT at
Bhagyalaxmi Steel at Aurangabad.
2005
AMA- Outstanding Entrepreneur of the year award-2005 in recognition of the
contribution to industrial development in India.
2007
Automotive product of the year (YOBYKES).
2008
Developed and commissioned Indias largest induction melting furnace of 30T for kalika
Steels Aurangabad
2009
Developed and commissioned Indias largest induction melting furnace of 40 T for
Mahalaxmi Steels Aurangabad.

27

PRESENT PRODUCTS RANGE :

Induction melting / Holding Furnaces

Power Supply Units

S Series

E - Series

I Series I GBT

EI Series I GBT

ET Double Track

ET Triple Track

Induction Furnaces

ET Alumin SL Furnaces

ET- Steel Frame Furnaces

Load cell Arrangement

Electrotherm Refining Furnace

Electric Arc Furnace
Metal Refining Konvertors
Continuous Casting Machines
Continuous Casting Machines

High Speed Modular Caster

Bullet Caster

Electro DI Pipes

28

Electric Vehicles

Yobykes

Battery operated Scooters

Steel

High Quality Steel Billets

Electro TMT Plus Bars

Electro TMT CRS Gold Bars

Stainless Steel

Electro TLT Angles & Structural

Transformer

29

Induction melting / Holding Furnaces

Power Supply Units

1) S Series
The S series medium frequency power supplies with power ratings from 550 KW
to 18000 KW and frequency range of 100 Hz to 4000 Hz have been work horses across
the foundries and steel melting plants for their robust design, state of the art technology,
efficiency and excellent reliability.

2) E-Series
The E series medium frequency power supplies have power ratings from 25 KW to 450
KW and frequency range of 200 Hz to 10000 Hz. These power supplies are ideally suited
for relatively smaller ferrous and non ferrous foundries with ET ALUMIN SL furnaces of
capacities up to 1000 Kg. The current fed inverter design results in higher inverter
efficiency.

3) I Series I GBT
These compactly built power supplies adopt IGBT based design and are available at
power ratings from 550 KW to 750 KW and frequency range of 500 Hz to 1000 Hz. A
high power factor of 0.99 is achieved throughout the melt cycle. Field reports indicate a
reduction in energy consumption of up to 3 % due IGBT based design.

30

4) EI Series I GBT
EI Series Power Supplies combine the features of E Series and I Series and are available
in power ratings of 50 KW to 450 KW and frequency range of 500 Hz to 10000 Hz.
These compactly built power supplies adopt IGBT based design.

5) ET Double Track
ET Double-Track is the double output power supply available to foundry-men for
optimum utilization of installed KVA. These systems allow simultaneous sharing of
power between two furnaces in any ratio within the rated power. Infinite power
sharing feature has the potential to increase the KVA utilization index by up to 2530%.

6) ET Triple Track
ET Triple-Track is the triple output power supply available to foundrymen for
optimum utilization of installed KVA and continuous supply of liquid metal to mould
lines. These systems allow simultaneous sharing of power between three furnaces in
any ratio within the rated power.

Induction Furnaces
1) ET Alumin SL Furnaces

Ideal for relatively small ferrous and non- ferrous

Foundries.

Available in capacities from 1 kg to 1000 kg.

2) ET- Steel Frame Furnace

ET Steel frame melting furnaces are available in capacities ranging from 500 Kg to 50
Tons.

These furnaces are ruggedly built with heavy structural steel for trouble free operation
under harsh melt shop conditions.

31

3) Load cell Arrangement

Furnace load cells enable accurate recording of weight of charge material and liquid
metal in the furnace resulting in simplification of weight calculations related to charge,
alloy addictions and metal tapping can be linked to PMA 100 or SPA 100 for continuous
reading and monitoring of weight of the liquid metal in furnace.

Electrotherm Refining Furnace

Refining Steel
Traditional Ladle Refining Furnace (LRF) is used to de-sulphurize steel, adjust its
chemical composition and raise the temperature of molten metal besides as a buffer
between the melting and casting equipment.

Electric Arc Furnace

Electrotherm offers a complete range of melting units -high-impedance EAFs with the
capacity for producing heat sizes from 3 Ton to 200 t in technical collaboration
with Vitkovice Heavy Machinery, Czech Republic.

Metal Refining Convertors

Metal refining convertor is used for making stainless steel of various grades. Molten Steel
produced from Induction Furnace or Electric Arc Furnace is poured into ladle & is
subsequently poured into the converter with the help of E.O.T. Crane. Before pouring the
molten metal, some important parameters like its temperature & chemical composition
are analyzed.

32

Continuous Casting Machines

1) High Speed Modular Caster
Electrotherm took initiative to develop Modular and Compact Billet Casting Technology
to meet needs of existing ingot making units willing to migrate to billet making and new
mini steel plants.

2) Bullet Caster
Electrotherm has launched Bullet Caster which is all set to revolutionize small and
medium scale steel making around the world. It can cast Billet / Bloom Section from 100
mm x 100 mm to 400 mm x 400 mm.

Electro DI Pipes

Introduction of Electrotherm Ductile Iron pipes is a result of our constant Endeavour

towards ensuring better quality of life. DI pipes developed by Electrotherm provide an
excellent medium of transporting water keeping its quality intact.

33

Electric Vehicles
1) Yobykes
The competence and expertise of the company in power electronics and an
intensine R&D effort of more than 3 year the company has developed and
launched Electric bikes and scooters under the brand name YoBykes with a
installed capacity of 2,50,000 unit-per annum. The company is also developing
an electric 3 Wheeler and a hybrid Electric Bus.

2) Battery Operated Scooters

Is personal electric two wheeler, that is pollution free, silent and with only a battery
connected to an electric motor, with a feel of smooth riding all weather vehicle with
zero maintenance and nominal cost operation.

34

Steel
High Quality Steel Billets
Electrotherms Steel plant spreads on a green belt with 360,000 TPA capacity. The Steel
Billets manufactured at Electrotherm are used around the globe by various industries. The
high-quality refining of steel ensures the strength and endurance for our product.

Electro TMT Plus Bars

"Electro TMT plus" bars are high quality construction steel with superior shape, quality
and better mechanical & mellatturigical properties. Electro TMT Plus is one of the most
preferred TMT bars in Gujarat.

Electro TMT CRS Gold Bars

Electrotherm has also developed Corrosion Resistant Steel (CRS) Bars for ensuring
longer life of high quality and expensive structures. These bars are marketed in the name
of "Electro CRS Gold".

Stainless Steel

Electrotherm quality stainless steel caters to international specification. The application

ranges from utensils to industry.

Electro TLT Angles &Structura

Electrotherm has set up a state-of-the-art structural rolling mill for rolling angles suitable
for transmission line tower and other engineering applications.

35

Transformer

Electrotherm transformers are of high quality and reliability, designed to satisfy varied
applications and technical requirement.

Furnace transformer currently available in ratings up to 25 MVA, 33 KV.

These transformers are designed, manufactured and tested to comply with various
standards including IS, IEC, BS, ASTA or any standards as specified the customer

36

Chapter:3

Research Methodology

37

METHOD OF RESEARCH:
A Survey is a complete operation, which requires some technical knowledge Survey
methods are
mostly personal in character. Surveys are best suited for getting primary data. the
research obtains information from the respondents by interviewing them.

Sampling:
It is not always necessary to collect data from whole universe. A small representative
sample may serve the purpose. A sample means a small group taken in a large lot. This
small group taken in a large lot. This small group should be emanative cross section and
really representative in character. This selection process is calls sampling.

Sample size:
Samples are devices for learning about large masses by observing a few individuals. The
selected sample is 60.

Methods of Sampling
Random sample method:
The method adopted here is random sampling method. A Random sample is one where
each item in the universe has as an equal chance of known opportunity of being selected.

Research Instrument
Questionnaire:
A questionnaire is a carefully complied logical sequence of questions directed to a define
objective. It is the outline of what information is required and the framework on which
the data is built upon. Questionnaire is commonly used in securing marker information
that its preparation deserves utmost skill and care.

38

Collection of data:
One of the important tools for conduction market research is that availability of necessary
and useful data. Date collection is more of an art than a science. The methods of
marketing research are in a way the methods of data collection. The sources of
information fall under two categories.

Internal sources:
Every company has to keep certain records such as accounts, reports etc. these records
provide sample information which an organization usually keeps collection in its
working.

External sources:
When internal records are insufficient and required information is not available, the
organization will have to depend on external sources of data are.

a) Primary data:
The data collected for a purpose in original and for the first time is known as primary
data. The researches collect this data to study a particular problem.

Here the primary data is data collected through questionnaire by directly meeting the
customers.
b) Secondary Data:
The data, which is collected from the published sources i.e., not originally collected of
the first rime is called secondary data.

Here the secondary data is data collected from the companys brochures, pamphlets,
catalogues and the website.

39

NEED FOR THE STUDY

Customer satisfaction survey is a systematic process for collecting consumer data,
analyzing this data to make it into actionable information, driving the results throughout
an organization and implementing satisfaction survey is a management information
system that continuously captures the voice of the customer through the assessment of
performance from the customers point of view.

OBJECTIVES OF STUDY
The setting of objective is the corer stone of a systematic study. The study will be fruitful
one when the basis laid down is a concrete one they represent the desired solution to the
problem and help in proper utilization of opportunities.

Objectives:
The objectives of the research are:
1) To find out the buying behavior of customers regarding capital equipment of the
industry.
2) To know the level of satisfaction of customers towards induction furnace of
ELECTROTHRM.
3) To find out the market share of ELECTROTHERM furnaces.
4) To know the features that attracts the customer to select ELECTROTHERM
furnace for foundry.

40

Limitations of the study

1) Time factor was the main limitation for the study as the project was restricted to
small period.
2) The research was limited only to the Ahmedabad city so the result cant be
generalized to the whole market.
3) The sample taken for research was concerned only for 60 customers rather than
thousands of customers scattered around the India and also around the world.
4) Since the project has to be completed within a short period of time the
information collected could be biased.
5) Some of the premium segments could not be met due to time lack and by not
Obtaining prior appointment due to tight schedule of the respondents.

41

Chapter: 4
Analysis

42

1. How do you rate the overall Performance of the equipment?

The overall performance of the

equipment
20
15
10
5
0

The overall
performance of
the equipment

Analysis:
Most of the companies, I visited for my summer internship project, 19
companies said that the performance of the equipment was very
satisfactory. Also 17 companies said that the performance of the
equipment was Excellent. Among 60 companies 9 of them said that the
performance of the equipment was Average because they faced more
power consumption during active hours of the equipment.

43

2. How do you evaluate Power-Consumption?

Power-Consumption
25
20
15
10
5
0

PowerConsumption

Analysis:
This graph shows that most of the companies said that power-consumption
of the equipment was high as compared with the output of equipment.
Electrotherm introduced a new compact equipment which reduces the
power-consumption and increases the output of the equipment. Name of
that unit is FPU which is a highly accurate device to control furnace power
using intelligent digital controller. FPU ensures optimum utilization and
prevention of overshooting the foundrys sanctioned KVA.

44

3. How is occurrence of breakdowns in the equipment?

Breakdowns in the equipment

25
20
15
10
5
0

Breakdowns in
the equipment

Analysis:
Most of the companies which I visited were totally satisfied with
breakdown problem of the equipment. As per companies breakdown of the
equipment was very less and they can get continuous production from
induction furnaces. Out of 60, 14 companies said that breakdown was nil
throughout the time when machine was installed. And some of them said
that breakdown was acceptable and within short period of time it can be
overcome by the engineers.

45

4. Are you satisfied with the services provided by

ELECTROTHERM?

The services provided by ELECTROtherm

40
30
20
10
0

The services
provided by
ELECTROtherm

Analysis:
34 companies said that service provided by Electrotherm was Acceptable
and they are satisfied with it.

46

5. Are our engineers competent enough in providing services?

Services providing by Engineers

40
30
20
10
0

Services providing
by Engineers

Analysis:
Most of the companies which I visited said that the Services provided by
engineers was acceptable and installation project team of engineers are
competent enough in providing services. This independent variable
increase satisfaction level of customers and this factor is very helpful for
engaging customer towards Electrotherm.

47

6. Are you satisfied with the quality of Spares?

The quality of spares

25
20
15
10

The quality of
spares

5
0

Analysis:
Most of the companies are highly satisfied with quality of spares provided
by the company. Among 60 companies, 6 of them didnt need any spares
till date and equipment was working very nicely. This shows maintenance
of the equipment is very less in comparison with others. And is a very
important variable for increasing the level of satisfaction in customers.
This factor also helpful to Electrotherm for increase in new customers.

48

7. Are you satisfied by timely delivery of spares?

Delivery time of Spares

25
20
15
10

Delivery time of
Spares

5
0

Analysis:
Some of the customers are not satisfied by time consuming process of
delivery of spares, because there were certain norms which have to be
followed by the customers and after completion of the procedure customer
having their delivery of spares and of that period of time production
cannot take place. Other said that they are satisfied with this procedure
and they get delivery no their required time. Some of them are highly
satisfied, and according to them they do not face problem regarding
delivery of spares.

49

9. How was your experience on the equipment dispatched to you?

Experience of Equipment Dispatched

40
20
0

Experience of
Equipment
Dispatched

Analysis:
Most of the companies which I visited are satisfied and highly satisfied
with dispatch of the equipment. Project team is competent enough to
install the equipment. And engineers are very careful about customers
first experience. And this independent variable increases the level of
customer satisfaction.

10.Based on your overall experience with us, would you recommend

our furnace to your friend or Relative?

60
40
20
0
Yes

Yes/
No

NO

Analysis:
All customers said that they recommend Electrotherm furnaces to their
friends and Relatives.

50

11.Factors affecting your buying decision for selection of induction

furnace.

Factors affecting your buying decision for selection

of induction furnace
100%
80%
60%
40%
20%
0%

Factors affecting your buying

decision for selection of
induction furnace

Analysis:
It shows that price, power-consumption and maintenance are the main
criteria for the buying decision. These are the main independent variable
for customer satisfaction. In this competitive market there are number of
competitors providing same segment of equipment to customers and
customers are going to compare all the providers with Electrotherm.
Price is another important factor because they want their overall
investment cost in the capital equipment to be less as the market is very
competitive.
Third one is service back up and quality if service is not given to them on
right time during their break down, this would cost them very high if their
furnaces are not working.
This shows that the market in Ahmedabad is very price sensitive market.

51

Limitation of the Project

Every project has some limitations even researcher came across some limitations while
working on the project which make the analysis a little inappropriate at times. Some of
the basic limitations faced during the research are listed below.
It was difficult to tab the Director/General Manager in the company. So it took
long time to find them and collect the necessary data.
The survey was a time consuming process and I had a less time for the survey so l
could not cover all the places which were scheduled to cover for the survey.
Some of the company where located in a remote places which were not possible
for me to reach there and get the data from there.
Sometimes there was the bias from responder side.

Suggestion and Recommendation

There should be some R&D done on the furnace as to decrease the powerconsumption of the furnace.
Ahmedabad is very price sensitive market so the price of the furnace should be
decided accordingly.
Electronic panel and instrumentation should be made more rugged so that they do
not easy fail in power fluctuation.
How to use the furnace efficiently and correctly should be taught to the user of the
furnace.

52

Chapter: 5
Conclusion

53

Conclusion:
By doing survey and analysis on all the aspect of induction furnace I came to the
concussion that:
The customers take their decision keeping the price of induction furnace
and there cost of production through that induction furnace in their mind.
Price/Performance, after sale service and less maintenance cost are the
main factor influencing the buying decision.
After sale service and spare available of Electrotherm is best.
Maintenance cost of the Electrotherm furnaces is very less and this factor
attracts the customers.
People over there normally do not switch their brand of furnace they use
because there is huge cost associated with the spares cost which they have
to maintained with them and if they keep the furnace of different make
they will to keep more spare because same spare for the different brand
furnace cannot be used, which will increase their inventory cost and in
such a high competitive market only very few were ready to take a risk of
investing more into their inventory stock.

54

Bibliography

55

Bibliography:

Website:
www.electrotherm.com

Book:
Marketing Management (Philip Kotler)

56

Questionnaire

57

1111111111

CUSTOMER FEEDBACK FORM

Name of Customer:
Place:
Equipment Rating :

Type Of Equip. :

End Product :

How do you rate the overall

Performance of the equipment?

o Excellent
o Good

o Average
o Poor

How do you evaluate PowerConsumption

o Excellent
o Good

o Average
o Poor

How is occurrence of breakdowns

in the equipment ?

o Nill
o Very less

o Acceptable
o More

Are you satisfied with the services

Provided by ELECTROTHERM?

o High
o Acceptable

o Marginal
o Not at all

Are our engineers competent enough

In providing services?

o Highly Competent
o Acceptable

o Mediocre
o Not at all

Are you satisfied with the quality of

Spares?

o High
o Acceptable

o Marginal
o Not at all

Are you satisfied by timely

Delivery of spares?

o High
o Acceptable

o Marginal
o Not at all

Do our engineers reach at your

Site in time?

o High
o Acceptable

o Marginal
o Not at all

How was your experience on the

Equipment dispatched to you ?

o High
o Acceptable

o Marginal
o Not at all

Based on your overall experience with us, would you recommend our furnace to your friend or Relative?
Yes

No

Three most Important things/Reasons a furnace supplier must have today to sell furnace to customer?

Remark by Customer:
Name & Signature of Customer
Date:

58