An analysis of preference of stainless steel handrail system in Delhi & NCR

Under guidance of: Mr. Nitin Duggal

(Territory Manager) (Carl F International Pvt. Ltd.)

Prepared by: Rahul Varma FMS BHU

Roll No: 29

Mentor- Dr. Ashish Bajpai

Industry profile
Market of stainless steel handrails has been growing very fast for last many years due to robust infrastructure development in Delhi and NCR. As main component of stainless steel handrail is steel so this market is affected by fluctuations in steel industry. There are many reputed brands who manufacture SS handrails like D line, Jindal steel, Dorma etc. There are many local brands also in this market and altogether these local brands occupy good market share.

company profile
Carl F International Pvt. Ltd. is a Danish Multinational Company founded by Carl F Petersen 130 years ago. Carl F Petersen started small ironmongery wholesale business in Copenhagen in 1881. Now-a-days Carl F has become an international design-oriented company. Carl F International Pvt. Ltd has got its presence in more than 80 countries. International production facilities in Denmark, India and England.

Product Information

components in the architectural buildings.

product range encompass all areas of the building from entrance to bathroom

Company mainly deals in stainless steel product of AISI 316 and AISI 304.
Carl F International Pvt. Ltd. has two brands namely: 1. d line 2. Carl F

Products of d line and Carl F

Door Hardware Bathroom fittings

Washroom fittings
Handrail Signs

Spigot Fixing

Spigot Fixing with mid-rails

Side fixing

Side fixing with mid-rails

Financial analysis
particulars 2010 2009 2008

sales

23,60,00,000

22,00,00,000

24,85,00,000

Net profit/loss

-9,58,000

42,46,000

2,18,00,000

ratios
ratio 2010 2009 2008

Current ratio

2.02

1.77

2.9

Net profit margin

-0.0041

0.028

0.11

EPS

-0.23

1.04

5.31

SWOT Analysis
Quality leader in market big brand name High price Limited customizatio n

Local brands

O
Infrastructur e development

Objective
Primary objectiveTo analyze preference of Stainless Steel handrail system in Delhi and NCR.

Secondary objectiveTo know position of company among its competitors. To suggest measures so that company may increase its market share.

Data collection
Primary data collected by surveying 1. Architects 2. Builders 3. Contractors 4. Interior Designers Data collecting tool used: Questionnaire method

Sampling technique used

Non Probability sampling Judgment sample: The researcher uses his/her judgment to select population members who are good prospects for accurate information.

Sample size : 210

Nature of firms visited

Profession
210 180 150 120 90 60 30 0 Architects builders Contractors Interior Designer 23 19 53 Profession 175

Upcoming projects of firms visited

210 180 153 150 120 122 79 115 89

90
60 30 0

38

52

Sector

Response distribution
Sector

17%

18% Corporate Govt. Ins. Airport

11%
24% 5%

Hotels Hospitals Residences

Malls
8% 17%

Current Projects of firms visited

210 180 150 120 104 107 143

90
60 30 0

55
17

48

52

Response distribution
10% 20%

Corporate
Govt. Inst 27% Airport 10% Hotels Hospitals 3% Residences

Malls

9%

21%

Preferred handrail system in different fields

210 180 150 120 90 60 30 0 Corporate 12 16 4 29 2 Hotels 21 7 3 74 59 190 180 192 176 160 167 188

35

26 12

11 14 0 Airport

1314 Govt. Inst.

16 17 0 Malls

Hospitals Residence

Stainless Steel

Wood

Cement

Others

Customers of firms are conscious about210 180 159 138

150
120 90 60 30 0 Price

76

15 Aesthetic Product Quality and Safety Any other

Response distribution
Features
4 20 Price 41

Aesthetics
Product Quality Any others 35

Performance of Stainless Steel handrails since last three years

00 5 35

Very Goog
Good Average Below Average poor

60

Is more customization is required to increase the demand of SS handrails?

00 9 31

Strongly Agree
Agree Neutral Disagree Strongly disagree 60

Brands known to firms visited

210 180 150 120 90 60 30 0 61 47 32 37 44 82

4 Carl F Jindal steel Kich Dorma Ozone Inox Others

Brands preferred by the firms

210 195 180 165 150 135 120 105 90 75 60 45 30 15 0

69 46

34
10 18 17 4

Carl F

Jindal steel

Kich

Dorma

Ozone

Inox

Local

Rating of Known brands for different features

4.5 4 3.5 3 2.5 2 Design Aesthetics Price Safety Carl F Dorma Jindal Kich Ozone Service Quality

1.5
1

0.5
0

Findings There is good preference of product. Market is looking for quality and price is given least consideration. On one hand maximum numbers of current and upcoming projects is in residential area and on the other hand need of more customized handrails is there so company can tap this market by producing more customized products.

Continue
Being a local brand Jindal is more known brand than Carl F and preference wise also Jindal is at the top as Carl F is targeting niche market only. When it comes to the satisfaction of customers regarding different features of brands, Carl Fs price is an issue.

As local brands are able to customize their product they have good market share.

Suggestions
Advertisement and brand promotion as company has changed from D line to Carl F. Training for Business executives and marketing executives. Cost effective method of production.

Company must work to find the way by which it can go for more customization without compromising with the quality of products.
Efficient and proper coordination among different department is very important. In Delhi there is requirement of showroom where all the products of Carl F can be displayed.

Continue
Frequency of visit to architects, builders and contractors should be increased. try to retain its marketing executives after completion of projects feedback of clients should be taken Company may consider distributing miniature of products along with the brochures. There may be an agreement between company and contractors where contractors keep miniatures of companys products in display and in return company gives certain percentage of sales to contractors as commission.

invent ways by which complexity in installation process may be reduced.

Limitations
Sometimes architects do not reveal actual data regarding brands as they feared that they may lose their clients if data gets disclosed.
Time constraints. No exact information about prices of other brands. Open ended questions were not answered many times. Difficulty in getting appointments.

Thank you