Spice Mobiles: Sales and Distribution Strategy

Spice Mobiles: Sales and Distribution Strategy Indian wireless sector has been an epitome of growth and success story all along as the cellular subscriber base increased from 1.9 million as on March 31, 2000 to 584 million as on March 31, 2010. As the sector has matured, the baton of growth has been passed-on to novel concepts such as Telecom Infrastructure Companies (commonly known as the tower companies), Value Added Service providers (popular application being Caller Ring Back Tone-CRBT) and more recently the home-grown Mobile Handset (HG) players. The Indian Mobile Handset Market is dominated by established international brands such as Nokia, Samsung, Motorola, LG etc. Nokia has been a clear market leader followed by Samsung, a distant second. There has been a continuous jostle for the third position with players like Motorola, Sony Ericsson, LG vying for the spot. Apart from the braded cell-phones, the market is also flushed with cheap, unbranded imported mobile phones that get routed through grey markets to reach domestic consumers (most of these unbranded mobile phones, hitherto, were without any International Mobile Equipment Identity (IMEI) numbers). When mobile phones were introduced in India in the mid-90s, US based Motorola, Swedens Ericsson and Finlands Nokia dominated the handset market in India. Over the years, the old order has changed. Asian players like Samsung and LG, European brands Philips and Siemens now compete with Motorola and Sony-Ericsson. Now with the emergence of local players like Micromaxx, karbonn and Spice etc., the competition has got all the more intense and the fight for consumers pocket has increased. Nokia, the undisputed leader is now challenged by local players like Micromaxx which has replaced Samsung to become the third biggest mobile selling vendor in the country. If we look a bit deeper, its not only the price or technology, but the reach of these new players in terms of distribution that has given them such a big chunk of the market and that to so soon! HOME-GROWN MOBILE HANDSET PLAYERS Given the backdrop of the growth in the domestic wireless subscriber base coupled with no dominant mobile handset player in India apart from the international brand, Nokia, provided business opportunity for Indian firms to take a plunge into the market; thus, the creation of HG players including Spice Mobiles, Micromax, Karbonn, Lava, Videocon etc. The business model followed by most HG players is relatively simple. These players have research and innovation teams that provide India-centric design specifications to contract manufacturers in neighbouring countries of China, Taiwan etc. These phones are shipped to India which are then routed through the domestic distribution channel for sale in the domestic market. Time-to-market from design-to-production-to-end market is critical in this sector as such players have set-up three-layered distribution system that includes regional distributors to support micro-distributors that in turn service the retail outlets. The initial part of the success of HG players was largely attributable to the price-elasticity of demand prevalent in the Indian market. These players provided phones loaded with various features at an affordable price. Other key aspect of the strategy followed by these players was to initially tap the rural markets where consumers are relatively less brand conscious and more price conscious. We believe it was not just the price differential that made these players tick; the home-grown players provided innovative offerings to rural markets (such as multi SIM handsets, mobile phones with 30-day battery back-up) that provided value-for-money rather than mere price-differential a key success mantra to tap the fortune at the bottom-of-the-pyramid. (Hitherto, the key market segment for these players) The inflection point for the growth of HG players in the recent times also came from the directive from the Government of India to bar handsets without IMEI numbers to be used in India. These handsets were a direct competition to the HG players and a ban on them provided huge growth opportunities for these players. Encashing on this opportunity, the HG players have grown from strength-to-strength and are slowly but surely cementing their place in the Indian Mobile Handset market. Attuned to its primary market segment i.e. Tier-I and Tier-II cities, the marketing by HG players were hitherto more of the push-strategy whereby greater pass-through margins were given to Distributors and Retailers. However, off-late they have also initiated the use of pull-strategy by venturing into brand building initiatives such as roping-in of brand ambassadors and sponsoring of sports tournaments. We see these initiatives as a prelude before venturing into more lucrative urban markets. However, going f orward the HG players shall have to contend with various challenges such as to constantly invest on innovation and brand building; to build and strengthen their distribution network after-sales services; to move-up the value chain both in term of technology (providing 3-G Technology, QWERTY format phones) and markets (from Tier-II/ Tier-III segments to Urban markets) and to counter direct competition from Chinese players who are looking to set-up shops in India. Here in this study, we will discuss the key distribution strategies and challenges of one such home grown player Spice Mobile. A DIFFERENT DISTRIBUTION MODEL The distribution of mobile phones varies considerably from that of other consumer electronics and appliances such as LCD TVs or Air conditioners. This is because the pace of sales of mobile phones is a lot faster than the other consumer electronic goods. Also, the physical size of the products also is a factor. The mobile phone, being a quite fast moving product, hence is not handled by the distributors handling TVs and audio products or washing machines and refrigerators. Hence the supply chain management and logistics management of the two products distribution becomes very different. The great Indian mobile revolution is all set to move to the rural part of the country, with handset manufacturers gearing up to come out with market-specific products to acquire maximum share. The next big opportunity for telcos will be in the hinterland where two-thirds of the countrys 1.17 bn population lives.There are many factors driving handset manufacturers and operators to the rural market. Th ough India is emerging as one of the biggest telecom markets, metros and tier-2 cities are already reaching saturation point. Hence, companies have no option but to explore newer markets to sustain the growth. As of now, India is adding around 9 mn subscribers a month, and in June 20010 the country added 11 mn subscribers. E.g. if we look into Samsung Indias distribution chain, we find that every Samsung product other than the mobile phone (and IT products, which again has a different distribution chain) are distributed by the same wholesaler. For mobile phones, there is a totally different Distribution. This is a result of the above two major factors (pace of sales and physical size of product). Example: Distribution of mobile phones by Samsung The Distribution of Samsung mobile phones is divided by zones primarily. This strategy is more or less similar for all major mobile phone manufacturing companies. The northern region, comprising Jammu and Kashmir, Punjab, Haryana, Himachal Pradesh, Uttar Pradesh, Delhi, Uttarakhand and Rajasthan, have four distribution partners for Samsung Mobile. Now for better reach and response to consumer demands and to cater to them efficiently Samsung are looking to add five more distribution partners to the Northern Region. Samsung has recently strengthened its distribution network in the country by appointing SSK and Link as its distributors for mobile sales in the Western and Eastern part of the country, respectively. The company already has Telemart and United Telelinks as its distributor in the Northern and Southern parts of the country. There are usually two distributors between the company (Samsung Mobile) and the retailer. E.g. there is a chief distributor for the products for the western zone. Under that distributor, there are other wholesalers for the mobile handsets which are usually for particular cities in case of cities with considerable size and market. E.g. Ahmedabad has two distributors which supply to the retail firms in the city. While some of the smaller cities/towns have a distributor in common. Also, some of the premium retail firms might buy directly from the chief distributor (only if the quantities justify it). Example strategy: Franchisee retailers Also, Franchising Strategy for some companies has also helped in driving sales and profitability. E.g. Nokia Priority franchisee showrooms. Nokia has setup priority dealers to boost growth in organized trade. The following have been the benefits for Nokia as a result of the success in franchisee retailing: Positive brand experience across segments in a controlled environment Channel drives retention for Nokia Win the war before the battle Positive retail experience drives higher avg. selling prices Harnessing entrepreneurship spirit of franchisees Retail space investment by franchisee Nokia drives location selection, branding merchandizing support, media support Tackles fakes effectively The Value contribution to Nokia by Nokia Priority dealers in 2007 was around 10% of the total revenue generated by Nokia in India. It is expected to be around 20% by 2010. A TYPICAL DISTRIBUTION CHANNEL FOR MOBILE HANDSET VENDORS Consumer Manufacturer Mobile Devices National Distributor RDS Retailer/ Key Account When we contacted retail outlets like Hotspot, The mobile store, which comes right before the end user in the distribution system, they gave us similar details regarding the channel members which are above them for various hand set providers. This information was further substantiated by visiting the redistribution stockists of companies like nokia, samsung, LG, spice etc. However, although the above structure is pretty common in industry, the Indian players like Spice, Micromax etc have gone away with the concept of national distributor. We will discuss the implications of this decision by taking Spice Mobile as our information source. INDUSTRY LEADER: NOKIA DISTRIBUTION CHANNEL Nokia India(ND) HCL India(ND) Bright point India(ND) GSM Handsets South and west India GSM Handsets North and East India Margin 3.5% CDMA Handsets National Distributor Margin 3.5% Redistribution Stockist Pan India 150 Nos Margin 2.2% South and West India 90-100 Nos(Urban+rural) Margin 2.2% Redistribution Stockist Redistribution Stockist North and East India 90-100 Nos(Urban+rural) Margin 2.2% Micro Distributor(Rural) 500 Nos Margin 3% Retail Outlets (includes Telecom Outlets, Electronics Stores, Nokia Priority Dealers, Key Accounts, Modern Trade, Operator Stores) 100,000 nos. (Nokia has a numeric reach of 99% and a weighted reach of 99% Margin 3-5% TRANSPORT OF GOODS: STRUCTURE NOKIA This is the flow of goods from the production/assembly units in china and Malaysia to the end user. For Nokia, central warehouses are located in Mumbai, Chennai and Delhi, which then transfer handsets to regional warehouses, typically 1 in each state. From these regional warehouses, handsets are then transferred to the redistribution stockist wherein the actual sales to retailers happen mostly on ready stock basis. SALES TEAM STRUCTURE: NOKIA For Nokia, the last level in its sales force is Area sales manager. Earlier, they used to have sales officers and sales managers under nokias direct control and pay scale but now these two profiles have been shifted or in some cases omitted to/by distributor. Sales executives, ISDs all are on the pay scale of distributors. SPICE MOBILE: DISTRIBUTION CHANNEL STRUCTURE After sales Support Centralized Repair Center Modern Trade State/Regional Distributors Located in Delhi Company operated request center Directly by Spice Mobile Dedicated sales team at regional level Margin 6-7% Pan India 56 Nos (state wise) Margin 2.2% Micro Distributor (RDS) 500 Nos (Tier2, Tier3 cities) Margin 6% Authorized regional repair center (ARC) Central distribution and collection center for parts and faulty handsets 32 (in each state) Authorized service center (ASC) Multi brand service centres Total 76 in number across India Retail Outlets (includes Telecom Outlets, Electronics Stores, Hotspot Dealers, Key Accounts, Modern Trade, Operator Stores) 50,000 nos. Margin 3% atleast rest depends on consumers bargaining As opposed to other competitors, the differentiating factor about spice distribution chain is the removal of one layer in the distribution chain, namely the national distributor level. They distribute their products directly to regional distributors, who in turn distributes to the micro distributors and then, to retailers. Micro distributors provide the extensive reach to them as they have strong presence in the rural areas/villages where they operate. The key advantage of operating such a structure according to our discussion with Spice sales team is the margins that the national distributor makes, which can be passed down the chain to the regional distributors and retailers. This results in higher profitability for channel partners ie. regional distributors, micro distributors, retailers, which in turn results in them being more aggressive in promoting the Companys products to its customers. The entire warehousing and distribution management has been outsourced with effect from 31st October, 2005 for the period of 5 year to AFL Logistics, a division of AFL Pvt. Ltd. (AFL), one of the logistics management companies in India, which is responsible inter alia for shipment of goods to regional distributors through its controlling warehouse based in Delhi. KEY PARTICIPANTS IN DISTRIBUTION CHANNEL: ROLES AND RESOURCES Now lets discuss in details the various function of channel members Company: Spice mobile manufactures the goods in Himachal plant or assembles them once procured from China and send the same to the distributors. The logistic partner (AFL) assist the company in the same. The company does the negotiations and promotion activities on its own. The credit and payment policies are also handled and negotiated between the company and distributors. Also company directs certain promotions to retailers. Regional Distributors: Ownership is transferred once invoice is generated by spice to state/regional distributors. They transfer the products from company to distributors. They basically take order form the distributors and provide them with the products. They bear risk and negotiations are also handled by them. These parties absolve company from appointing more personnel and funds for the activity of mere transportation and inventory holding from warehouse to the distributor. Micro Distributors: They are the primary buyer of company. The sharing of information, risking and payment are carried out between regional distributors and distributors and then between regional and company. Distributors provide market coverage to the company also create orders. In Spice mobile, promotion activity is carried out by distributors. Retailers: They usually undertake all the functions and transfer the physical possession and ownership to customers. They usually only perform promotion along with company, for rest of the function they interact with distributors. They act as the final source of information and payment to the company. Members Regional distributors/Stockist Stockist / Micro Distributor Retailer Role Involved in the business of re-distribution to authorized micro distributors Responsible for warehousing, transport of goods to next tier and payment collection May be non-exclusive, but have separate set-up for each business Involved in the business of re-distribution to wholesalers and retailers May be exclusive to the business Includes all classes of retail outlets Involved in counter sales and not in the business of redistribution Not required to be exclusive to the business Resources High financial strength with ability to hold stocks Infrastructure Office, IT capability, godown space High financial strength with ability to hold stocks and provide credit in the market Infrastructure IT Limited spend on localized sales promotion Appropriate store location and size SALES TEAM STRUCTURE: SPICE ISSUES IDENTIFIED IN SPICE SALES AND DISTRIBUTION Multiple Micro distributors in a given territory Having multiple distributors in a territory can spell problems for the company because when two or more distributors supply to the same retailer it can cause disputes. Also the distributors do not pledge loyalty to the company. This problem is faced in dense markets like NCR where distributors are very closely located. Like in Gurgaon sector 14 market, spice distributor itself is doing retailing as well although there are other retail stores in the market whom he himself sell! There is a clear limited control over distribution; i.e. spice people cannot take action against any non performer or in some cases high performer doing some leakage in the system. The company does not have any MIS at the distributor level The company does not have any MIS at the distributor level where it can measure the sales done by the distributor. The distributors have their own software in which they fill in their sales of a period and send it to the company. Thus secondary sales are not captured frequently and spice is dependent on distributor for this data. It seems spice is not at all interested in tracking the final sales. There is no clear cut liability of goods damaged in transportation As told by the distributors, there is no clear cut rule for the liability of the goods damaged in transportation. Sometimes it is borne by the company and sometimes by the distributor. But if the value of the damaged goods is significantly high, it can result in a conflict between the company and the distributor. No exclusive retail stores to capture urban markets Spice has a very strong presence in tier 2 and tier 3 towns. But, in metros and tier 1 cities they fall way behind Nokia, Samsung etc. One reason is that spice on mobile store, Hotspot doesnt work on exclusive spice model but carry a full range of competitor products. Thus to capture the interest of urban consumer, apart from new higher end models, spice also need a strong independent stores more in the lines of Nokia priority dealers as part of its distribution network. No dedicated sales force to monitor distributor As per our discussion with Spice distributor and Spice sales team, sales person or ISDs are on a pay scale of State distributor. Although their targets and region is set by distributor, sometimes with the help of Area sales manager, since ASM does not have any ownership of sales force, all push efforts and execution of sales plans cannot be tracked to a definite level.

Work Roll Consumption

Reduction in Work Roll Consumption of Skin Pass Mill Using six sigma-A case study A Thesis Submitted to the Ranchi University in partial fulfilment of the requirement for the award of the degree Of Master of Science Engg. In PRODUCTION MANAGEMENT By CHANDRA PRAKASH ROLL NO: 20/M/PM/2002 Under the guidance of Mr K. D. P. Singh Lecturer Department of Mechanical Engineering [pic] MECHANICAL ENGINEERING DEPARTMENT NATIONAL INSTITUTE OF TECHNOLOGY, JAMSHEDPUR September -2008 MECHANICAL ENGINEERING DEPARTMENT NATIONAL INSTITUTE OF TECHNOLOGY, JAMSHEDPUR RANCHI UNIVERSITY CANDIDATE’S DECLARATION I here certify that the work which is being presented in this thesis entitled â€Å"Reduction in Work Roll Consumption of Skin Pass Mill using six sigma-A case study† in partial fulfilments for the award of degree of Master of Science Engg. In Production Management, & Submitted in the Department of Mechanical Engineering NIT, JAMSHEDPUR is an authentic record of my own work carried out under the Supervision of Mr K. D. P Singh Lecturer, Department of Mechanical Engineering. National Institute of Technology, Jamshedpur. The matter embodied in this thesis has not been submitted by me for the award of any other degree. Signature of candidate This is to certify that above statement made by the candidate is correct to the best of my knowledge. Mr K. D. P Singh Lecturer Mechanical Engineering Department NIT, Jamshedpur Dr J. N. Yadav Professor & HOD Mechanical Engineering Department Signature of internal examiner Signature of external examiner ACKNOWLEDGEMENT First of all I would like to express my gratitude to Mr. C. M. Verma Head, BAF/SPM/ECL Cold Rolling Mill, Tata Steel for allowing me to be a owner of this case study matching to my area of work where I could really apply and develop my technical skills in practical aspect. I am extremely grateful to Mr K. D. P. Singh (Lecturer NIT, JSR), Mr Vivek (Sr Manager, BAF & Six sigma Co-ordinator CRM), and Mr. Dharmendra Kumar (Manager Roll shop) for guiding this case study. They have guided me at every step, clearly explained the objectives, the problems statements, technical concepts and terminology to make my case study a success. They always extended a helping hand and spent their valuable time to explain the problems that ever obstructed my path. Working in Tata Steel has not only been a learning experience on technical aspects but there were many other things, which could only be experienced in organization of such repute. Their work culture, discipline, employee’s devotion towards their job and company are extraordinary. Thanks a lot to all those who helped me directly or indirectly during the completion of this case study and special thanks to the associates of Skin Pass Mill and Roll Shop of cold rolling mill Tata steel. Chandra Prakash ABSTRACT This case study deals in reducing Work Roll consumption of Skin Pass Mill of cold rolling Mill. Cold Rolling is a Process by which hot rolled strip or stock is introduced between rollers and squeezed or compressed to the desired thickness. The quality of work rolls that come into direct contact with the steel product has a direct effect on product quality and mill operation. At the time of taking up this case study, Roll cost was one of the major operational cost element for Skin pass Mill & due to increase in global Roll prices its contribution increases from 15 % of total conversion cost to 22 % of total conversion cost . In the mean time there were some additional problem associated with work roll grinding & operational practices at Skin pass mill which showing variability in the process of Roll grinding & Skin passing. This case study deals in bringing improvement in the work roll consumption of Skin pass Mill by using Six Sigma techniques (Define-Measure-Analyse-Improve & Control). Statistical methods are used to analyse the data and pin point the vital causes impacting the work roll consumption of Skin Pass Mill. Regression analysis & trial plan conducted during finalizing optimal and feasible solution, as this case study deals in improving standard operating practices & reducing variability within the process of roll grinding & skin passing. CONTENTS PAGE NO ABSTRACT 4 CONTENTS 5 LIST OF FIGURES 8 LIST OF TABLES 10 NOMENCLATURE 11 CHAPTER 1 INTRODUCTION AND LITERATURE SURVEY 1. 1 INTRODUCTION 12 1. 2 BASIC OF COLD ROLLING 15 1. 3 SKIN PASS MILL 16 1. 3. 1 OVERVIEW OF SKIN PASS MILL 18 1. 3. 2 PURPOSE OF SKIN PASSING 19 1. 4 ROLLS & THEIR REQUIREMENTS 25 1. 5 ROLL GRINDING PROCESS 31 1. 6 ROLL TEXTURING PRACTICES 35 . 7 SIX SIGMA APPROACH 41 1. 7. 2 SIX SIGMA IMPLEMENTATION 41 1. 8 PROBLEM DEFINITION 44 1. 9 OBJECTIVE OF CASE STUDY 45 CHAPTER 2: ANALYSIS OF THE PROBLEM PAGE NO 2. 1 INTRODUCTION 46 2. 2 BRAIN STORMING 46 2. 3 PARETO ANALYSIS 47 2. 4 INDIVIDUAL AND MOVING RANGE GRAPH 50 2. 5 MOODS MEDIAN TEST 52 2. 6 CAUSE EFFECT DIAGRAM 57 2. 7 OUTCOME OF ANALYSIS 60 CHAPTER – 3 METHODOLOGY TO ACHIEVE OBJECTIVES 3. 1INTRODUCTION 61 3. 2 PREPERATION OF ACTION PLAN 62 . 3 NORMAL GRINDING TRIALS & ACTION 62 3. 4 CRACK GRINDING TRIALS & ACTIONS 63 3. 5 SKIN PANEL ROLL GRINDING 63 3. 6 OPERATOR VARIABILITY 64 3. 7 ROLL CHANGE DUE TO ROLL ROUGHNESS 64 3. 8 SCH EDULING MODIFICATION 65 3. 9 ROUGHNESS PREDICTION MODEL 66 CHAPTER – 4 RESULTS AND DISCUSSIONS PAGE NO 4. 1 INTRODUCTION 68 4. 2 BEFORE AND AFTER COMPARISSION 68 4. 3 DISCUSSION ON RESULTS 71 4. 4 RESULTS 72 4. 5 CONTROL PLAN 73 . 6 SAVINGSCALCULATION 74 CHAPTER – 5 CONCLUSION & FUTURE SCOPE 75 REFERENCES 76 List of Figures Page No 1. 1 Skin Pass Mill & Tandem Cold Mill Photograph 12 1. 2 Line layout of cold rolling mill 14 1. 3 Skin Pass Mill Tata steel 16 1. 4 Tensile test graph before skin Passing 20 1. 5 Tensile test graph after skin Passing 22 1. 6 Luder band 24 1. 7Correlation between Roughness & peak count28 1. 8 Skewness of Surface28 1. 9 Surface measured at EDT m/c Tata steel 29 2. 0 Waviness Roughness & form of surface30 2. Roll Grinding M/c at Cold Rolling Mill 32 2. 2 EDT Vs Shot Blast Roll 37 2. 3 Effect of time & temp on surface texture38 2. 4 Effect of –ve polarity on surface texture38 2. 5 Roll texturing m/c at Cold rolling mill40 2. 6 Work roll consumption trend at skin pass mill 44 2. 7 Pareto chart for SPM Work roll grinding 49 2. 8 X bar & moving range chart for normal grinding 50 2. 9 Box plot for different operator at Roll Shop 54 List of Figures Page No 3. 0 Capability histogram for normal grinding 55 3. 1 Roll tonnage trend at skin pass Mill 56 . 2 Abnormal roll change trend at skin pass mill 57 3. 3 Cause & effect diagram for roll change due to low Ra 58 3. 4 SPM Work roll consumption trend before case study 68 3. 5 SPM Work roll consumption trend before case study 69 3. 6 Capability histogram before case study 69 3. 7 Capability histogram after case study 70 3. 8 Trend of abnormal roll change at skin pass mill 71 List of Tables Page No 1. 1 Roll roughness detail of tandem & skin pass mill 26 1. 2 Roughness Accuracy detail of texturing m/c 27 1. Selection of peripheral speed 31 1. 4 Standard Stock removal specification 33 1. 5 Grit size for different Roll 34 1. 6 Action on Grinding wheel on various condition 34 1. 7 Structure of grinding based upon requirement 35 1. 8 Grinding data for skin pass mill work roll 49 1. 9 Data capturing sheet51 2. 0 Operator variability matrix52 2. 1 Regression test result53 2. 2 Abnormal Roll Change detail at Skin Pass mill56 2. 3 Prioritization matrix for roll change reasons 57 2. 4 Scheduling Example of skin pass mill59 2. Normal Grinding trials & findings62 2. 6 Crack Grinding trials & findings63 2. 7 Modified Scheduling Example 65 2. 8 list of parameter effecting roughness 66 2. 9 Results of case study 72 3. 0 Control Plan for reducing work roll consumption 73 3. 1 Saving of the case study 74 NOMENCLATURE TCM – Tandem Cold Mill SPM – Skin Pass Mill M/c, m/c – Machine EDT – Electro Discharge Texturing Ra – Average Roughness CRM – Cold Rolling Mill IMR – Individual Moving Range TDC – Technical Delivery Condition ECT – Eddy current testing CRMIS: Cold Rolling Mill Information system PLTCM: Pickling line tandem cold Mill YPE: Yield Point Elongation SPM: Skin Pass Mill BAF: Batch Annealing Furnace ECL: Electrolytic Cleaning line RCL: Recoiling line NSC: Nippon Steel Corporation CRCA: Cold Rolled Closed Annealed CHAPTER 1 INTRODUCTION AND LITERATURE SURVEY 1. INTRODUCTION This chapter gives information about cold rolling mill, Skin Pass mill, Roll grinding, and Roll texturing process . It also describes about six sigma tool & its implementation at the end it describes objective of the case study. Cold Rolling is a Process by which hot rolled strip or stock is introduced between rollers and squeezed or compressed to the desired thickness. Amount of strain introduce determines the properties of the finished product. Following are Purpose of Cold Rolling ? Good formability ? Superior surface finish ? Reasonable strength ? Close dimensional tolerance Fig 1. 1 Tandem Cold Mill Tata steel Skin Pass Mill Tata steel Cold Rolling Mill complex has been commissioned at TATA STEEL works in the year 2000. The total output of the Cold Rolling Mill complex consists of 0. 96 mt of cold rolled and annealed products and 0. 5 mtpa (Million Tonne Per Annum) of cold rolled and galvanized products. Hence, the total installed capacity of this unit is approximately 1. 5 million tons per annum. The range of thickness and width of these cold rolled products are 0. 3 to 3. 2 mm and 800 to1560 mm respectively. The primary input material to the cold rolling complex is a hot rolled coil. The cold rolled products are broadly under the categories: ? Annealed coils ? Galvanized coils ? Cold rolled full hard coils. The cold rolled products from the Cold Rolling Mill complex are designed to cater to various market segments such as construction, general Eng. , automobile, white goods, packaging and others. CRM Process flow at Tata Steel Pickling (to remove oxides and scales) Cold rolling in tandem mill to achieve desired thickness Electrolytic cleaning line to clean the surface dirt. Batch annealing furnace for internal stress relieving Skin passing to remove luder bands, develop mechanical properties, Impart desired surface finish; improve flatness, Inspection, finishing, dispatch Sub Section of Cold Rolling Mill ? Pickling Line &Tandem Cold Mill (PL-TCM) ? Batch Annealing Furnace (BAF) ? Electrolytic cleaning Line (ECL) ? Skin Pass Mill (SPM) ? Galvanising Line ? Recoiling Line (RCL) ? Coil Packaging Line (CPL) pic] Fig 1. 2 Line lay out of Cold Rolling Mill Tata steel 1. 2 Basic of Cold Rolling Mill Following are the basic Processes ? The Hot Strip Mill sends the hot rolled coils (thickness 2 to 6 mm width and 800-1560 mm) to the Cold Rolling Mill Complex for processing. ? First the hot rolled coils are passed through the Pickling section containing Hydrochloric acid, in order to cl ean the surface of rust & scales, making them ready for cold rolling. ? The Trimming Section where the edges of pickled hot rolled coils are trimmed( if necessary) ? The coil is then fed into the main mill, viz. Tandem Cold Mill with five mill stands, each having three pairs of rolls in the five stands which bring down the strip thickness in a controlled manner to the desired target value of (0. 3mm to 3. 2 mm). ? This completes the process of cold rolling or rolling at ambient temperatures. ? From here the two-third of the product goes to Electrolytic cleaning line, where generally two process takes place and they are Predegressing and electrolytic cleaning with the help of NaOH, after this the sheet is washed with high pressure steam to remove the bubbles of NaOH from the surface. Then the coil is dried in the hot drier. ? The coil comes to Batch Annealing furnace directly from Electrolytic cleaning line where they are stacked covered and heated in a closed hood in a 100% hydrogen atmosphere. This process improves the mechanical properties of the strip. ? The Skin Pass Mill takes care of the coils annealed in Batch Annealing furnace by passing them through a single stand high-speed mill with two pairs of rolls. The objective is to impart the correct surface texture and to control the mechanical properties as per customer requirement. The coils are properly oiled for rust protection and recoiled in the Recoiling Lines (RCL 1, 2 & 3) for inspecting the surface. ? The remaining one- third part of the production from PLTCM goes to the Galvanising Lines (1 & 2) where coils are again cleaned, rinsed, dried, L-annealed/heated and taken through a Molten zinc bath for a continuous uniform coating of zinc. This zinc coating helps give a sacrificial layer on the cold rol led strip for corrosion protection. The Continuous packaging line takes care of the packing requirement of the coils as per the customer specifications. 1. 3 Skin Pass Mill [pic] Fig 1. 3 Skin Pass Mill Tata steel front view Skin pass mill: Annealed coils are given a small cold reduction (typically around 1-3 %) in the skin pass mill. This operation results in the right surface roughness imparted on the strip surface as per the customer specifications. In addition, a metallurgical defects known as stretcher strains are eliminated, and also the flatness of the strip is improved. The basic operation done in the cold rolling mill is the wet temper rolling as a cold rolling finishing which is the final process in the integrated steel production, where all materials received from the cold rolling process are processed into the final products with required properties through cleaning, heat treatment and then temper rolling. As this process is closely related to user requirement for mechanical properties, surface properties, size etc. many detailed operation standards are required (annealing surface, size change). This process is quickly adaptable to shape correction reprocessing etc. ut there are many operations which require human hands, as compared with cold rolling. As skin passing is the final process of the integrated steel making operation, the information obtained from this process must be completely fed back to the processes on the down stream side of the steel making furnace. This process is located closest to users and achieving in line quality to meet the user requirements must guaranty the quality. The feed back of information to the preceding processes to be reflected in production is very important. The temper rolling operation falls into three types as shown below: Operation using water-soluble rolling oil Operation using oil-soluble rolling oil Operation in with no rolling oil is used (Dry rolling). Each type of rolling operation has both advantages and disadvantages. The type of rolling operation must be selected in due consideration of the ease of temper rolling, the ease of operation and rust preventive at downstream process at customers end. The surface of roll to be used for temper rolling is mat-finished by shot blasting of steel grit or Elector Discharge Texturing (EDT). This finish is widely as it ensures good paint ability. When the working rolls are ground, the roll surface is bright- finished to about Ra (0. 05 µm) by using a grinding wheel of small grain size. The surface roughness of the strip rolled by bright-finished rolls is below Ra(0. 35 µm), which is suitable for prime coating Generally, the surface finish condition of strip in the temper rolling process is controlled in terms of the surface finished of work rolls only. For confirmation of this condition, the roughness and look of sheet surface after temper rolling is Checked at regular intervals. Temper rolling oil used is mainly applied to thick products, using dull-finished work rolls. The majority of rolling oils used for this rolling are sodium nitrite-based oils. The concentration of sodium nitrite is 5 ( 10% oil-soluble temper rolling oils higher rust preventive power to meet required uses have been developed and put into practical use. 1. 3. 1 OVERVIEW OF SKIN PASS MILL Skin pass an overview ? Single stand mill ? 4- High wet skin pass non-reversible mill ? Capacity: 1mtpa ? Line speed: 900mpm ? Thk range: 0. 3-3. 2 mm ? Width range: 900-1580 mm SPM Equipment ? Main drive-3 ? Mill stand rolls-4 ? Auxiliary roll-8 ? Oiling system ? Fume exhaust system ? Hydraulic gap control system ? Elongation control ? Low pressure hydraulic system ? Quick roll changing car ? Auto tempered car ? Back up rolls polishing ? Unique Features of SPM ? Higher productivity. ? High degree of accuracy- elongation control ? Surface cleanliness- wet skin pass ? Eco fr iendly fume exhaust ? Automatic quick work rolls change & pass line 1. 3. 2 PURPOSE OF SKIN PASSING ? Improvement of mechanical properties of material ? Shape correction Adjustment of surface properties (roughness) ? Apply rust preventive oil (optional) ? Improvement of mechanical properties of material ? Elimination of yield point elongation ? Improvement of formability by decreasing the yield point ? Improvement of other mechanical properties The skin passing of material has to be done with optimum parameters such that the purpose of skin passing is met. Ideally the skin passing has to be done in such a way that alternate grains are strained by which we will get 50% strained surface grains and 50% strain free surface grains. Upper yield point Stress Yield point elongation Lower yield point Strain Fig 1. 4 tensile test graphs before skin passing Yield point elongation is a well-known phenomenon in low carbon steel. After the elastic portion of the stress strain curve (a schematic engineering stress-strain curve is shown in the above figure) the load drops at upper yield point. At lower yield point this drop becomes steady, but a continuous series of fluctuation appears in the stress strain curve. This is commonly known as yield point elongation. After this stage, the curve becomes smooth again. Reason: The reason behind this phenomenon is the alternate locking and unlocking of dislocations by the interstitial atoms (C and N) in steel matrix. C and N atoms form interstitial solid solution and these have natural affinity for locking the dislocations. The locked dislocations cannot move freely, which restricts deformation of the material. The deformation of the material is actually caused by movement and multiplication of dislocations. The deformation stops when the dislocations are not free enough to continue their movements, and further application of load in this situation causes crack generation and failure. After cold rolling and annealing, a low carbon steel strip is supposed to undergo a forming operation. However, this forming becomes difficult if the dislocations are pinned down by the interstitial solute atoms. The annealing treatment provides ample opportunity for the dislocations to move freely and sit at the thermodynamically favourable sites, where the solute atoms pin the dislocations and kill their mobility. This is commonly known as Cottrell atmosphere. Now, if the material is subjected to a tensile load, the stress strain curve will show a serration, i. . alternate load drop and load jump, just after the yield point. Load drop indicates that the dislocations are pulled off from the solute atmosphere, coupled with generation of fresh dislocations under the external force, and load jump indicates that the momentarily free dislocations are again encountering with the solute atoms. This actually constitutes the stage of yield point elongation. Due to the pinning effect of the s olute atoms, the dislocation multiplication sources also become active, which generates fresh dislocations. After this stage, when sufficient fresh dislocations are available for continuing deformation, the stress-strain curve becomes smooth again. This yield point elongation (YPE) is absolutely detrimental as far as the formability of the material is concerned. It creates Luder bands or stretcher strain marks, which finally leads to failure of the component. These bands are visible on the strip surface. When a test specimen exhibits YPE during its tensile testing, these bands appear on the specimen surface, starting from middle (where necking starts) and spreading towards the ends, at an angle of approximately 450 to the tensile axis. YPE elongation continues till the entire specimen surface is covered by the Luder band formation, then smooth plastic deformation starts. Here comes the role of skin passing. Since YPE, after batch annealing, cannot be avoided, a skin depth deformation is given to the just annealed steel strip. This skin depth deformation actually overcomes this region of the stress-strain curve. Sufficient number of dislocations is pulled off from the solute (C, N) atmosphere, at the same time fresh dislocations are generated, which is sufficient for facilitating the forming operation at the next stage. If the material, in skin passed (or temper rolled) condition, is subjected to tensile testing, the stress strain curve will not show any YPE and the plastic deformation will take place without a sharp yield point, as shown in the figure below. That is what precisely desired for drawing or deep drawing grade material. If this skin passed material is left unused for a sufficiently long time, or subjected to a brief heat treatment at a low temperature, the YPE reappears once again. The YS value also goes up and ductility of the material drops. This phenomenon is known as strain aging. UTS YS Stress Strain Fig 1. tensile test graphs after skin passing From the discussion made so far, it is clear that the locking of dislocations are related to the two important factors, one is movement of dislocations, the other is movement of interstitial solute atoms. Therefore diffusion has a very important role to play. If the testing is carried out at room temperature, the mobility of dislocations un der the action of external load is more than the mobility of solute atoms. If the similar test is carried out at a higher temperature, the mobility of the solute atoms increases, and movements of dislocation and solute atoms may be comparable. Such a situation would give rise to an interesting phenomenon called dynamic strain aging, where the solute atoms keep on interacting with the dislocations and the entire stress strain curve (after elastic limit) shows serration. Since YPE is directly related to the concentrations of C and N atoms in steel, the extent of deformation (known as temper elongation) to be given at skin pass mill (SPM), which is a critical factor, varies with steel composition. The magnitude of temper elongation should be high for higher C content. For instance, the temper elongation in case of CQ material should be higher than that in case of EDD grade. If the temper elongation is less than the required amount, the material will show stretcher strain marks during forming. If temper elongation is higher than the required amount, the strength of the material will increase. This is not desirable, particularly for the softer grades like IF and EDD, because the strain hardening exponent value is higher for these grades, compared to that for ordinary CQ material. Theoretically speaking, IF or interstitial free deep drawing grade steel should not require any skin passing. The reason is that the C and N concentrations are kept very low in this grade (of the order of 30 ppm). In addition, presence of Ti in this steel promotes the fixing of C and N atoms in form of carbide and carbonitiride precipitates, thereby creating a condition so that the Fe matrix becomes virtually free of interstitial solute atoms. Such a condition favours the easy movement of dislocations without any hindrance, and this steel has been established as the highest formable grade, with maximum deep drawability and ductility. In practice, IF grade steel is subjected to skin passing with a small magnitude of elongation, and, of all grades, it requires minimum temper elongation. The skin pass depends on Yield strength of the material in the following way: Lower the skin pass (roughly less than 0. 6 %), the material will have the tendency to show Bauschinger’s effect. Higher the skin passing (above 1. 5%) the material will be over strained. That’s the reason why the skin passing for a given YS, has to be done with the optimum reduction such that the material does not get into either of the problems stated above. Also percentage reduction increases with increasing YS to get the optimum properties. Parameters on which Skin pass Load depends: Grain Size: Higher the ASTM grain size number (finer the grain), higher is the skin pass load. Speed: Increasing the speed of skin pass mill will require higher load for the same reduction Diameter of work roll: Larger the diameter of the work rolls, higher is the roll force required to remove stretcher strain. Roughness of the strip from Tandem Cold Mill: The incoming coil has got some roughness values because of the final finishing in stand number (5) of tandem Cold Mill. Many times to high roughness of the incoming strip to Skin Pass Mill and the requirement of Average roughness values on the surface in the ranger of 0. -1. 2 microns for most applications, the peaks are knocked off during skin passing which is detrimental from forming and image clarity point of view. The best practice for this should be keeping as low roughness as possible on the strip surface after tandem cold mill (of course sticker formation during annealing in Batch annealing furnace has to be kept in mind), a nd imparting higher roughness on the work rolls in the skin pass mill. 1. 3. 3 THEORY OF SKIN PASSING When the annealed mild steel sheet is preformed, surface markings, called stretcher strains markings, appear on deformed parts. Stretcher strains are also called as Luder bands. The formation of these markings can be prevented by Skin passing the sheet by giving the sheet elongation of 1-2 % before Performing. LUDER BAND OR STRECHER STRAIN This band is formed with an angle of about 45 deg – 50 deg with respect to the tensile axis the markings formed between Upper and lower are called as â€Å"Luder Lines† or â€Å"Stretcher Strains† as shown in fig 1. 6 Tensile load Luder band Tensile load Fig 1. 6 Luder band 1. 4 Rolls & their requirement for Cold Rolling The performance characteristics of rolls used in cold rolling mill, both in Tandem Cold Mill(TCM) and Skin Pass Mill, are critical to mill productivity and to the quality and acceptance of the cold rolled products. With the rapid change in roll technology, roll management in cold rolling has become an area of utmost importance. The increasing requirements of critical surface finish and texture of flat rolled product has necessitated application of the state of art technology in roll preparation and roll inspection. Rolls also represent a significant investment and input to a value analysis of cost per ton rolled. The quality of work rolls that come into direct contact with the steel product has a direct effect on product quality and mill operation. A forged steel with a chromium content of 5 mass% has been conventionally used to meet the requirement of metallurgical structure homogeneity and high hardness for work rolls in cold rolling. Rolls having improved performance are strongly demanded. 1. 4. 1 Requirement from textured Rolls: 1. 4. 1. 1 Surface finish: Surface roughness is imparted to Work Rolls which are used in 5th stand of Tandem cold mill and to the work rolls of Skin Pass Mill. The primary requirement of surface roughness for tandem mill rolls is to prevent stickers in the next process i. e. batch annealing. The surface roughness on Skin pass mill is guided by the requirement of surface roughness on Cold rolled strip which is based on its end use. Ra is the universally recognized and most used international parameter of roughness. It is the arithmetic mean of the departures of the profile from the mean line. Ra = 1/L {y (x)}dx For a typical application of auto grade the Ra value in strip ranges from 0. 8 to 1. 2 micron. The final roughness on SPM roll is decided based on the transfer ratio of roughness from roll to strip (ranges from 45-60% based on mill parameters). A typical transfer plot and the values of roughness is shown in table 1. 1 Table 1. 1 Roll Roughness detail of Tandem cold mill & skin pass mill Work Roll |Tandem Cold MILL Work Rolls |Skin Pass Mill Work Rolls | |Average roughness |PPC |Average roughness |PPC | |3. |75 |3 |120 | |4. 0 |70 |3. 0 |96, 118 | |4. 5 |65 |3. 5 |80 | |5. 0 |60 |4. 0 |70 | The distribution of surface roughness over the roll body is also of importance to ensure consistency of surface roughness over the strip widths produced in a campaign. The ROLLTEX Electro discharge texturing process of Sarclad machine produces a texture to the capability as mentioned in table 1. 2. Roughness Definition: Roughness is defined as the finer irregularities of the surface texture that usually result from the inherent action of some production process such as machining or wear. Roughness features are typically in the sub micron range. Continuously recurring, irregular depressions and elevations on the surface of the coil are known as roughness. Rough coil surface is usually caused by severe roll groove wears surface roughness can also be caused due to corrosion if the rod is stored for lengthy periods in damp or corrosive atmospheres. The degree of roughness can be determined by microscopic examination or with Ra meter. Surface roughness has two main attributes: Roughness height or depth, and Lateral dimension. Roughness heights of the structure on polishing or machining surface are frequently measured as a root mean square roughness. The units of roughness are angstroms or nanometres for smoothers surface ‘lim' and micrometers â€Å" µm† for rougher surface. Lateral dimensions frequently and called surface spatial wave lengths are measured in micrometers. A rough surface is usually described in terms of its deviation from a smooth reference surface. Some conventional methods for surface measurement are optical microscope, scanning electron microscope and transmission electron microscope. These can be used to produce topographic maps of surfaces. Today laser scattering technique has become more common. Ra value: Average/mean height of surface peaks and troughs over a reference length indicates an overall profile of the sheet surface, dullness or brightness. Roughness is imparted to the rolls by Electro discharge texturing method Table 1. 2 Roughness accuracy detail of texturing m/c |Sno |Range of roughness value |Accuracy of surface produced (Ra) |Accuracy of surface produced (PPC-peaks per | | | | |centimetre) | |1 |0. to 6. 0 micron Ra |+/- 4 % of mean Ra |+/- 4 % of mean PPC | |2 |6. 1 to 10. 0 micron Ra |+/- 5 % of mean Ra |+/- 5 % of mean PPC | |3 |>10. 1 micron Ra |+/- 6 % of mean Ra |+/- 6 % of mean PPC | 1. 4. 1. 2 Peak Count: It is the measurement of number of peaks in the specified length over a particular bandwidth (normally 1 micron). A profile peak is the highest part of the profile between an upwards and downwards crossing of the mean line. The exposed auto body panels typically require 100 ppi on the Cold rolled sheet. The transfer ratio of peak counts from roll to the strip ranges between 60-70%, based on again the rolling conditions. Figure 1. 7 shows the correlation between the roughness of the surface & the peak counts. Fig 1. 7 Correlation between roughness & peak counts Stability of the surface profile: The textured roll is required to give a consistent transfer of roughness and peak count on the strip while rolling. During rolling the surface experiences wear of the peaks and the roll is Fig 1. 8 Skewness of surface discarded after a certain tonnage, determined based on the cut-off point of surface requirement on the strip. To assess this requirement of surface stability, metrology experts and certain European instrument manufacturers have devised surface texture height parameters, which can be analysed by a Data Processing Module (DPM), supplied separately by the surface finish tester manufacturers. Out of various parameters used in this analysis, the most commonly used is Rsk (Skewness) and tp % (known as bearing ratio). Rsk is the measure of the symmetry of the amplitude distribution curve about the mean line. As shown in figure 1. 8 if Rsk is negative the surface peaks are higher, which is prone to a large drop in surface finish during the initial rolling. Based on the practical experience of cold rollers over the world, a slight positive value is preferred. A typical surface plot after texturing a surface to roughness value of 2. 93 micron in Sarclad EDT machine and measured by DPM is shown in Figure 1. 9 Fig 1. 9 Surface measurements done on Tata EDT-Skin Pass Mill roll. The Bearing ratio (tp%) is a measure of the length of bearing surface (expressed as a % of the assessment length), where the profile peaks have been cut off at a line which runs parallel to the mean line of the profile. The line defining the bearing surface can be set at a selected depth below the highest peak or at a selected distance above or below the mean line of the profile. When this line is set to the depth of the largest profile valley, the tp is 100% because the entire profile is above the bearing line. By plotting the tp value against depth below the highest profile peak between the 0% and 100 % limits, the bearing ratio (known as Abott- Firestone curve) curve is obtained. Figure 1. 9 shows the bearing ratio curve against a particular value of Rsk. 1. 4. 1. 3Waviness: Most surface profile results from the combined effects of roughness, waviness and form as shown in figure 2 Waviness parameters are produced by passing the data of the surface measurement through a low pass filter, so that longer wavelengths than the cut-off are included. The waviness, Wa is calculated from the resulting profile. Fig 2 Waviness, Roughness and Form of a surface Wavelengths in the roughness category < 800 micron are covered or filtered out by painting, in the end application of the CR strip. Wavelengths >800 micron defined as â€Å"Waviness† remain or are enhanced after painting and contribute to poor Distinctness of image or image clarity. If Wa is held below 0. 6 micron, irrespective of the Ra, then those wavelengths >800 micron have only a marginally adverse effect on Distinctness of image. Samples of sheet produced by tandem/ temper mill rolls textured by the Rolltex EDT process consistently show levels of Wa

The American Colonies How They Shaped Societies And...

Matthew Blake Kimberly Taft History 131 24 July 2015 Religion in the American Colonies: How They Shaped Societies and Politics. The main reason so many immigrants fled from Europe was to free themselves from religious persecution. They were being forced to either believe a certain way or pay for a specific religion to be in their country, they were not allowed to believe or practice their beliefs openly without detriment of some sort. The New World was new and had endless possibility and opportunity to get away from such oppression and pursue a life free from prosecution. Granted there was also money to be made and competition with Spain and France to discover the New World which made it promising for the wealthy and aristocrats to invest†¦show more content†¦Ann Hutchinson was one of the founders of Providence, Rhode Island. The Puritans believed that it was possible to have an individual relationship with God without intervening of clergy or aristocracy. Puritans thought that the Bible could be interpreted by any man therefo r they placed great emphasis on teaching their children to read. They also believed that man could govern themselves as long as it was within the Bibles laws, that is where the town meetings come in and they are still in communities today. This also meant that the Bible was their main source of authority and anyone within the community who did not abide by the Bible’s law within the Puritan interpretation would be reprimanded or prosecuted by authorities hence, the Salem Witch Trials that took place in Massachusetts. The Puritans believed that hard work, self-discipline, frugality, and self-reliance would be rewarded with eternal life in heaven. The Puritans did have a democratic view on how their government should be run based on the town meetings where community member could voice opinions or concerns and they would be addressed accordingly. However, they come to the New World to free themselves from persecution but were so self-involved in their own

The Sound And The Fury As A Modernism - 1531 Words

Although Caddy Compson never narrates in Faulkner’s The Sound and the Fury, her overwhelming presence in her brother’s lives emphasizes the idea that she is the missing center of the novel. As Harold Bloom states, â€Å"Caddy is not a character but an idea, an obsession in the minds of her brothers.† Benjy, Quentin, and Jason constantly think of Caddy and her influence on each of their lives—in both positive and negative ways. Different accounts of Caddy’s life are provided; however, Faulkner never clarifies the truth of Caddy Compson. In this novel, Caddy’s centrality in each of her brothers lives contributes to the chaos of the Compson family as she sexually matures. Faulkner creates a modernist novel by leaving the audience questioning†¦show more content†¦The downfall of the Compson family is mainly due to Caddy’s absence. Caddy is not there to act as the mother in place of the neglectful and self-pitying Mrs. Compson . 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