A study of brand equity of birla uttam

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A study of brand equity of birla uttam

  1. 1. Projectsformba.blospot.com A PROJECT REPORT On “A Study of Brand Equity of Birla Uttam In Distinct city of Hadoti” For "MANGALAM CEMENT LTD." By "MANOHAR RATHORE" Under the guidance of "Mrs. Ashwini Sovani" Submitted to "University of Pune"In the partial fulfillment of the requirement for the award of the degree of Master of Marketing Management (MMM) Through Vishwakarma Institute of Management Pune - 48 Projectsformba.blospot.com
  2. 2. Projectsformba.blospot.com CONTENTSSr. No. Topic Page No.Chapter –I Executive Summary 1Chapter – II Company Profile 3  Mangalam cement - at a glance  Corporate philosophy  Marketing policy  Objectives  Vision - 2000  Organizational set up of Mangalam cement  Organization structure  Role & function of marketing department  Management & key management personnel  Achievements  Swot analysis  Quality certificate  Extra - quality standard chart, ISO certificateChapter –III Objective of research 17 Conceptual Frame Work  Brand equity - over view  Brand equity & brand image  Brand image creation  Effect of brand image on sale  Objective of research Projectsformba.blospot.com
  3. 3. Projectsformba.blospot.comChapter- IV Research Methodology 22  Research design  Data collection  Sample designChapter – V Data Analysis 25Chapter – VI Findings 44Chapter - VII Conclusion and Suggestion 47Chapter - VIII Limitation of research 51Chapter - IX Bibliography 52 Appendices Appendix -A- Questionnaires of Dealers & Retailer Appendix - B- Questionnaires of End Users Projectsformba.blospot.com
  4. 4. Projectsformba.blospot.com .Projectsformba.blospot.com
  5. 5. Projectsformba.blospot.com PREFACE Good decisional research project result in helping to make the best decisions thatcan be made at the least cost of making it. Marketing is a subject for all people and all seasons. We all live be exchangingsomething so marketing is the study of exchange process, how transitions are initiated,motivated, facilitated, and consummated.Marketing management deals with how organizations and people can better manage theirexchange activities to produce income for themselves and satisfaction for others.Marketing consist of asset of principles for choosing target markets, evaluating customerneeds, developing wants satisfying products and service, and delivering value tocustomers and profit to the company. Effective marketing decisions are based on soundinformation; the function of marketing research is to provide information that will assistmarketing managers in making decisions.Today, in the period of down swing of the economy, I have decided to do research workon cement industry as it effects directly to economic growth of a nation. The impact ofdecisions can be seen clearly in the cement industry so going through detailed study ofthe Mangalam Cement Ltd. I have tried to make this report readable by suggestingtechniques to overcome this depression. Manohar Rathore Projectsformba.blospot.com
  6. 6. Projectsformba.blospot.com ACKNOWLEDGEMENT I wish to acknowledge my profound gratitude to the distinguished VishwakarmaInstitute of Management, Pune which has given me an opportunity to do this projectwork.I would like to express my gratitude Mr. N.K.Maheshwari (General Manager) for givingthe opportunity to working a summer trainee in Mangalam cement ltd.I am also committed to offer my thanks to Mr. K.D.Sharda (Marketing Officer) &Mr.Sukesh Sharma who’s valuable and appropriate direction in all respect was veryhelpful in preparing this report.I specially wish to thank Mr.G.S.Chandak & other officers of Mangalam cement ltd. Whosupports during industry visit.I am own a gratitude towards Mrs. Ashwini Sovani, Vishwakarma Institute ofManagement, Pune for giving guidance and expertise while preparing this report.Finally I wish to thanks my family and friends who have encouraged me at every step,without their inspiration I could not take this challenging task. Manohar Rathore Projectsformba.blospot.com
  7. 7. Projectsformba.blospot.com EXECUTIVE SUMMARYThe word ‘Cement’ may be defined as a substance, which can join two of more pieces ofsome other substance together to form a unit mass. Cement is a fine power which whenmixed with water and allowed to set and harder can join different components together togive a strong structure mechanically. Thus cement can be used as a founding material forbricks of for founding solid particles of different sizes (rubble masonry) to form amonolish.Cement is an essential commodity, which is available in two types, the OPC and the PPC.India is the second largest producer of cement.In Rajasthan, Mangalam cement limited, a unit of B. K. Birla group of companies inhaving its monopoly in both, the market shares as well as the customer confidence. Thisis because of its superior quality product and excellent customer services. The companyruns round the clock and its policy of maintaining is helpful in providing better qualityclinker. The company is having its own limestone mines, which are spread in the area of10 sq km.The company is maintaining its TPM (total productivity maintenance) policy TPM ofeach and every activity in the industry with special care for profitability with theinvestment of employees.The assigned title of the project is “a study of brand equity of Birla Uttam in distinct cityof Hadoti” that focuses over the brand image of Birla Uttam cement in Hadoti. It alsofocuses over the various factors like demand, sale, quality, reliability and consumerexpectations etc. The researches descriptive in nature for this purpose questionnaires anddirect communication with all the competitors as well as dealer and retailer is to be used.Besided response of contractors and builders is also consider for determine the purpose ofresearch. Projectsformba.blospot.com
  8. 8. Projectsformba.blospot.comAt last the project will be beneficial both for company as well as reader who want to gaininside knowledge about current position of brand equity of Birla Uttam in cement market.The questionnaire and direct interview are used as the sources of data. The currentproblem that the company is facing is also identified with their probable suggestions areincluded in the report. This report will be beneficial for both the company and for thosewho want to gain knowledge about the cement industry and its prospects.All cement having two grades Opc & PPC generally the OPC cement is more preferredby the wholesaler / retailer. But in the case of final customer very few customer arehaving knowledge about OPC & PPC. The various factors that affect the demand ofcement as well as particular brand sales are like quality, prices, season, promotionstrategy of company or competitors, relationship with suppliers, discounts and supplyposition because all these helps to create demand of cement. But the quality is the factor,which is considered by most of suppliers as well as customer. This is reason that allcement company’s emphasis on quality in their advertising.Price is the second consideration factor because the price difference among variousbrands is generally very less as price determined for basis and CMA determine the prices.There is no price elasticity of demand as cement is essential commodity its demand is notinfluenced with increases or decreases prices in case of final consumer. But wholesalesand retailer are slightly influenced by prices.There is no seasonal impact on demand but generally Apr., May and June are consideredas a peak time. promotional strategies of company / competitors have a crucial role inpositioning the brand image as it is clear that quality is most important factor, soadvertisement mainly emphasis on quality (for Ambuja- Virat compressive strength andfor Birla plus har Nirman ki jan).In Kota city Birla Uttam is market leader due to its quality and availability. Projectsformba.blospot.com
  9. 9. Projectsformba.blospot.comCompany ProfileMANGALAM CEMENT LTD. – An Introduction(An ISO 9001: 2000 – company)Mangalam cement ltd. Belongs to the B.K. Birla group companies. Mangalam wasincorporated in 1978 and commercial production was started in 1982. The total capacitywas 4500 tones/day. It was established at Morak, dist. Kota.It is a professionally and well-established cement manufacturing company which has astrong commitment for producing best quality cement,it is also satisfy its consumers byits superior product and excellent customer service.The company has established its new cement plant; name of plant was “Neer ShreeCement Plant” at the existing site at Morak, Kota. The company uses new Germantechnology for producing capacity of 7lacks tones per annumThe MCL has made collaboration with German company which is known as Krupp plysis& its counter parts Krupp industries India Ltd. To produce Birla Uttam premium, 43grades & 53 mpa Portland cement using ultra modern technology. The MCL is committedfor producing quality product by ensures this entire manufacturing process has beenautomatic and following latest equipments is used to achieve this goal.Vibrating screen: - commencing with a 500 tph crusher with latest vibrating screen toensure that only very clean stone goes in manufacturing process • Stacker Reclaimer: - to perfectly homogenize the main raw material i.e. Limestone. • X-Ray Analyzer: - for quick and accurate analysis of all the raw material, clinker and cement. • Computerized central control room: - for stable and efficient operation. Projectsformba.blospot.com
  10. 10. Projectsformba.blospot.com • Vertical roller mills: - latest roller mills for coal grinding and roller presses for clinker grinding to ensure uniform particle size of cement for greater strength • Electronic packing for consistent results and prompt delivery.Main Objectives of MCL • To achieve their goals by making a continuous efforts to sustain and improve the quality and productivity levels and attain consistent results. • Maximum utilization of available resources. • To adopt the knowledge and skill of new technological development. • To make a healthy working environment & encourage teamwork for finding solutions to the problems of quality and productivity and their implementation leading to enhanced commitment • Excellence in all spheres of management through consensus, consultation, system perfection, delegation, decentralization and human resources development for knowledge integration and skill development.CORPORATE PHILOSOPHY OF MCL • To adopt, the concept of total productivity management in all spheres of excellence in the quality management, for attaining perfection • To derive, the advantage from the synergies of the group companies. • To incorporate within the group a common business philosophy and management practices. • To aim at various strategies for growing challenges and opportunity. Projectsformba.blospot.com
  11. 11. Projectsformba.blospot.com • To promote friendship and camaraderie at all levels of individuals of group companies. • To develop knowledge by sharing and interacting with people within and outside the world. • To decentralize decision and delegate authority for freedom of value added activity. Shouldering more responsibility to participate in decision-making process with autonomy at all levels. • To produce quality cement and render services to entire satisfaction of the valued customers and diversification in business.MARKETING POLICY OF MCL • Cover more market share • Always stay in profitability • Maximum consumer satisfaction • Make our brand more visible & different in the market • To create market demand & proper supplyTotal Productive Maintenance (T.P.M.) TPM is a maintenance program; there is done maintenance of each & everything & activity in the industry with the involvement of all employees.Main concept of TPM • Building up more effective maintenance • All workers participation • Culture preventive philosophy • Automation & unmanned plant operations Projectsformba.blospot.com
  12. 12. Projectsformba.blospot.comVISION-2000We are the members of Mangalam pariwar with persistent efforts pledge to produceexcellent quality cement as per the needs of our customers and to achieve optimumutilization of our resources by; Striving for “zero” accidents, “zero” qualitycomplaints and “zero” down time. • Enhancing individual competencies through continuous human resources development aids and over all “excellence through people” • Total motivated involvement through participative management activities with high degree of professionalism. • Creating clean, conductive, green, healthy and safe environment. • Continuous efforts for total quality management and quality way of life. • Endless efforts for total productivity & maintenance by creating the high performing work culture and inculcating the feeling that this is my machine, “I maintain it • Fulfillment of social responsibilities of the organization by continuous efforts for rural development and social upliftment of the surrounding areas.ORGANISATION SET UP OF MANGALAM CEMENT LTDLocation : Morak 65 km from KotaYear of incorporation : Mangalam Neer Shree 1978 1992Commercial production : Mangalam Neer Shree 1982 1994Total project cost : 400 Crores Projectsformba.blospot.com
  13. 13. Projectsformba.blospot.comCapacity : Mangalam Neer Shree 1200mt/day 3300 MT/dayMan power : 750 workers 320 staff employeesBrand name : Birla UttamProduct manufactured : Mangalam Cement Ltd. OPC 43 Mpa PPC 53 MpaRegistered office and plant : P.O Aditya nagar Morak Distt. Kota (rajasthan)Head office : 9/1, r.n. Mukherjee road Kolkata -700001 Projectsformba.blospot.com
  14. 14. Projectsformba.blospot.com ORGANISATION SRUCTURE OF MANGALAM Managing Director President Joint President Sr. Vice President Vice President Senior General Manager D.G.MPersonnel Instrument Electrical Stores Accounts Maines Manager Assist. Manager Officers Assist. Officers Projectsformba.blospot.com
  15. 15. Projectsformba.blospot.comROLE & FUNCTION OF MARKETING DEPARTMENTIn the hierarchy of marketing department overall control lies with the president. He formsthe policies, takes decisions on the key issues like prices, dispatch transportationrealization, outstanding etc. He also interacts and is answerable to the board of directors.The joint president carries out the policies framed by the president & reports directly tothe president.Under president, two AVPs marketing look after the day-to-day functioning of themarketing department who are in direct control of the marketing staff. In addition tocarrying out the policies of the company the Gms are responsible for sending thefeedback from the market to the joint president and the president. The AVPs also lookafter the welfare of the staff & their families, and to send the sales reports to the headoffice.Manager sales report directly to AVPs marketing & look after the day-to-day functioningof the department and the field staff under them, they implement the policies formulatedby the higher management and are responsible for the smooth functioning of themarketing field staff.Manager (sales) also looks after the quality complaints and interacts with the otherdepartment field staff is directly involved and is in regular contact with the end users formarketing of product, for solution of problems, getting feedback from the customers,assessing the marketing potential & reporting it to the higher authority, liasioning withgovernment departments and private builders, sales promotional activities and collectionof payments. Projectsformba.blospot.com
  16. 16. Projectsformba.blospot.comPlanningFor marketing of cement, planning for dispatch is being done on month-to-month basislooking to the demand & supply scenario, previous dispatch trend and forthcoming majorprojects.ReviewingTo review the present market position Mangalam cement is using the following internalreports which they are reviewing time to time Bulk lifting charts of dealers Monthly Pending order list Daily Outstanding position Daily Review of cement deliveries Daily Net realization basic FortnightlyFeed backFor a company, customer feedback is very important as it gives the idea about the productso that if market demands a company can improve its products. Mangalam cement has asystem of customer satisfaction feedback. It gets the feedback through customersatisfaction feedback from, through dealers meet & through mason meet. MANAGEMENT1 Mr. O. P. Gupta Chairman2 Mr. T. S. Vishwanath Director-Nominee of UTI3 Mr. N. G. Khaitan Director4 Mr. K. K. Mudgil Director5 Mrs. Aruna Makhan Special Director Appointed for BIFR6 Mr. K. C. Jain Managing Director Projectsformba.blospot.com
  17. 17. Projectsformba.blospot.com KEY MANAGEMENT PERSONNEL 1. Mr. K. C. Jain Managing Director 2. Mr. Yashwant Mishra Sr. Vice President(marketing) 3. Mr. S.S.khandgra President (Tech.) 4. Mr. R.C. Gupta President (F & A) and Co. Sec. 5. Mr. S.K. Agarwal Joint President 6. Mr. G.S. Chandak AVP (Marketing) 7. Mr. Anoop Walia AVP (Marketing) 8. Mr. Anil Mandot Vice President Commerciel 9. Mr. G.S. Nathawat AVP (Stores) 10. Mr. R. Giri AVP(Elect.) 11. Mr. R.K. Sodhani AVP (Production) 12. Mr. J.R. Mehta AVP (Purchase) 13. Mr. D.D. Dutta AVP (Civil) 14. Mr. N.K.Maheshwari General Manager (P & A) 15. Mr. S.B. Sharma AVP 16. Mr. K.D. Sharda Marketing Officer ACHIEVEMENTS(1) During mines environment and mineral conservation week (2005-2006) • Overall performance – Third prize • Reclamation, rehabilitation, restoration of land- Second prize • Air pollution control- Third prize • Poster competition- Second prize(2) During mines safety week (2005) • Transport road and clust suppession – Second prize • Welfare amenities, and protective equipment, publicity propaganda and housing keeping – Second prize • Opencast working places and supervision – First prize. Projectsformba.blospot.com
  18. 18. Projectsformba.blospot.comSWOT ANALYSISStrengths: • It is best quality manufacturer of cement. • One of the best technologies in rajas than. • Near Shree largest technology is giving the best output. • It is attributed by healthy work environment and sound management system. • Goodwill of B.K.Birla group is also strength of Mangalam cement limited. • Its site selection is in a way its biggest strength for there is easy access to the raw material, manual labor and electricity. • Mangalam cements limited is an ISO 9002 certified company. • Its strong dealers and retailers network is also its strength. • Superior strength of its products. • Superior fineness & consistent quality of its cement. • Durability and soundness. • Optimum setting time of cement. • Ideal water cement ratio. • Flexibility in design and usage. • Specification in accordance with BIS standards. • Electronic packaging system for prompt delivery. • Sales depots and offices for prompt delivery and immediate attention for customer grievances.Weaknesses: • Worsening power situations, facing companies to invest huge amounts in captive power plants. Projectsformba.blospot.com
  19. 19. Projectsformba.blospot.com • Infrastructure bottlenecks like transportation for raw material, fuel support and cement. • Inadequacy of finance for modernization. • Increasing freight prices. • Continuous losses may affect its goodwill and market value of its shares.Opportunities: • Its superior quality attracts brand loyal and quality conscious customers. • Expected infrastructure growth will add to the current demand. • By establishing their own power plant cost of production will be minimized. • Mangalam cements limited can get profit by controlling its cost of production. • Experts quote that; only those companies will survive in cement industry, whose cost of production is minimum. • By increasing its investments in promotional activities, it can enhance its market share.Threats: • Large companies are coming up. This may put pressure on realization in central and north India. • Cement industry is facing price war; it may compel Mangalam cement limited to reduce its cement price. • There is depressed market condition cause by demand recession and commissioning of large capacity in cement resulting in higher competition. • If excess supply conditions persist, it may lead to shut down of various cement plants.íí Projectsformba.blospot.com
  20. 20. Projectsformba.blospot.comProjectsformba.blospot.com
  21. 21. Projectsformba.blospot.com BIRLA UTTAM CEMENT - 43 GRADE Birla Uttam Physical Characteristics BIS Specification Cement 2 Sp Surface 325 Should not be less than 225 M /Kg. A. By Le Chatelier Method 0.75 Should not exceed 10 mmSoundness Test B. By Autoclave Method 0.02 Should not exceed 0.8 %Setting Time Initial Set 120 Should not be less than 30 Min.(Minutes) Final Set 215 Not more than 600 Minutes 3 days 34.8 Not less than 23 MPaCompressive 7 days 48.6 Not less than 33 MPastrength in MPa 28 days 68.0 Not less than 43 MPa BIRLA UTTAM CEMENT - 53 GRADE Birla Uttam Physical Characteristics BIS Specification Cement Should not be less than 225 Sp. Surface 370 2 M /Kg A. By Le Chatelier Method 0.75 Should not exceed 10 mmSoundness Test B. By Autoclave Method 0.012 Should not exceed 0.8 % Should not be less than 30Setting Time Initial Set 110 Minutes(Minutes) Final Set 200 Not more than 600 Minutes 3 days 38.2 Not less than 27 MPaCompressive 7 days 54.8 Not less than 37 MPastrength in MPa 28 days 70.0 Not less than 53 MPa BIRLA UTTAM CEMENT – PPC Birla Uttam Physical Characteristics BIS Specification Cement 2 Sp Surface 380 Should not be less than 300M /Kg. A. By Le Chatelier Method 0.75 Should not exceed 10 mmSoundness Test B. By Autoclave Method 0.014 Should not exceed 0.8 % Should not be less than 30Setting Time Initial Set 130 Minutes(Minutes) Final Set 230 Not more than 600 Minutes 3 days 32 Not less than 16 MPaCompressive 7 days 45 Not less than 22 MPastrength in MPa 28 days 64 Not less than 33 MPa Projectsformba.blospot.com
  22. 22. Projectsformba.blospot.comProjectsformba.blospot.com
  23. 23. Projectsformba.blospot.comObjectives of the ResearchCOCEPTUAL FRAMEWORKBRAND EQUITY – OVERVIEWBrand equity is anything and everything that influence how brand or a company isperceived by its target constituencies or even a single customer. Brand image is acombination of tangible and intangible traits –An idea, Belief, Value, Prejudice, Interest, features etc. Brand image is a mirror, which shows how much a company put efforts to achieveits target. Image of particular brand visually & collectively represent all internal &external characteristics –*Name *Symbol *Packaging *Signs *Transportation etc. Brand image is not limited to the consumer but company should maintain imageof its brand in the eyes of consumer as well as customers Brand equity cover – 1. How are we perceived relative to other brand in the market? Which brand is most like us and which do we complete most close? 2. Which image attributes derive customer loyalty? 3. How does our brand perform on key statistics relative industry norms? 4. What are the strength & weakness of our brand? 5. How do our customer perceptions of competition affect their buying behavior? 6. Which image attributes should be we be focusing or in our advertising? 7. How do what people think about our brand affect whether or not they will continue to purchase our brand & switch to other? Projectsformba.blospot.com
  24. 24. Projectsformba.blospot.comBRAND EQUITY – BRAND IMAGEThe most important aspect of any business are intangibles including it base of loyalcustomer brand, symbol, slogan & the brand underlying image, personality identity,attitude, familiarity, association.The assets- along with patent, trademark and channel relationship comprises brand equity.By developing strong and consistent image well-regarded brand generate hidden assets orbrand equity, which give them distinct advantage. Brand equity is for of wealth thanclosely related to what accountant call goodwill.Brand equity plays an important role in creating an image in market of particular product.Brand image of a particular product helps a company to achieve its target efficiency.District feature of a product which is not available in other brand but essential forcustomer create image in the eyes of customer.Positive brand equity helps to generate a high level of a customer loyalty similarlynegative brand image reduce customer loyalty which directly affects the sale of productso every company should try to generate a positive brand image to generate loyalcustomer to achieve financial target.For a company to create a good image or say goodwill & maintain it very different job,just because of high competition & availability of large number of brand in market isimportant for a company to create brand image.Brand image creation is essential for a company to get success in market. Brand image ofa product is created on the basis of various features such as product quality.Product Price Place (distribution) Promotion PackagingAll these five P’s are the base for creating positive image in the eyes of retailer/dealer aswell as in the eyes of builder (end user) all five P’s are major characteristics of marketing- Projectsformba.blospot.com
  25. 25. Projectsformba.blospot.com1. Product (quality): - product, whose quality is best one, play an important role forcreating a positive image, cement is the product which is mainly known on the basis ofqualityA company should need to produce a quality product for generate demand in market.Simply most out of 100%, 35% demand is based on quality. Quality of a product helps acompany to create image in market.2. Price: - price is the amount of rupee, which a company recovers from purchaser for itsproduct. Present generate are price conscious large number as jluctuation in price createproblem to sale a particular product. In India, most of the generation is comes undermiddle class, which give first preference to price & than qualityPrice should be maintaining in market to capture it. A company needs to set price oradjust it according to the target customer required if price is suitable say according to thetarget market than it will be beneficial for a brand. A company always needs to compareaway brand’s price with other brands and try to capture market or the basis of it.3. Place (distribution strategy): - This also helps to create goodwill in the eyes of retailer/dealer as well as in the eyes of end users timely availability of product will help togenerate an image in market.Distribution of a product should be on time so product can use when requiring. Acompany uses various channels to deliver its goods on the basis of various conditions4. Promotion: - This is the fourth important factor that affects the brand image. Variouspromotional activities such as For: Dealer/ Retailer -Stationary -Gifts -Meeting Projectsformba.blospot.com
  26. 26. Projectsformba.blospot.com -Scheme -Cash amount etc. -Direct contacts For: End User -Sample -Additional gifts -Price beneficial on bulk -Direct contactsPromotion activities help to create awareness of a brand in market, which later ongenerate positioning which at the end helps to create image.Advertisement is also a part of promotion.5. Packaging: - packaging of a product should be informative as well as attractivepackage should be protective. If all these are present in a packaging of a brand than it willalso help to generate an image of a brand in manner.Packaging exhibits the quality of product as well as price suitable for it. For differentproduct, packaging is different.All five P’s of marketing helps a company to generate an image in market.EFFECT OF BRAND IMAGE ON SALEBrand image helps to generate demand of product. Brand image as product whetherpositive of negative effect highly on the sale of product brand image give support to acompany to sale product Eg two well known coffee Brands (1) Bru (2) Nescafe are majorcompetitors brand image of both are different in market for end user Nescafe is betterthan bru just because of quality as well as price for that quality Nescafe is older brand andpromotion strategy of Nescafe is effective than bru due to this Nescafe is highly sellablebrand in coffee product.Creating of brand awareness and give all information about band generate position in themind of user motivate him to purchase a particular product. Projectsformba.blospot.com
  27. 27. Projectsformba.blospot.comPositive brand image helps to generate high sale.Objectives of the study • To find the perception of dealers & retailers • to find out the way of creating brand image • to analysis the comparative study of various brand • to suggest the activities which play an important role in creating brand image • to find out the effect of brand image on sale • To know the promotion and discount schemes of various brands • To know stocking pattern of the sub dealers of various brands and get the feedback about performance of Birla Uttam cement. Projectsformba.blospot.com
  28. 28. Projectsformba.blospot.comResearch MethodologyINTRODUCTIONResearch methodology is a framework, a blue print for the research, which guide thecollection and analysis of data.Research methodology is being framed in order to achieve the research objectives. It is anexpression of what is expected of the research exercise in terms of result and theanalytical input need to convert data into research findings.Research methodology minimizes the degree of uncertainly involved in the managementdecisions. Research lays the structure for decision-making.RESEARCH DESIGN • Type of Research: This research is descriptive in nature. Descriptive research includes surveys and fact- finding enquires of different kind. The major purpose of descriptive research is description of the state of affairs as it exists at present. The main characteristic of this method is that the researcher has no control over the variables. The data collected here may relate to the demographic or the behavioral variables of the respondents under study. • Research Instrument: In the survey method I have used questionnaire as a research instrument this is written & organization format contemning the entire question relevant to solicited the required information. Because of its flexibility the data is collected from large population about their awareness attribute, opinion past present behaviour to check that the questionnaire Projectsformba.blospot.com
  29. 29. Projectsformba.blospot.comsurveys the necessary purpose it should be tested as a limited scale and this istechnically known as pilot survey.This questionnaire consist multiple choices and some this close-ended structuredquestion are easy to summarize and there is no scope for misinterpretation.• Data CollectionThe decision-making must be objective and fact based in nature. This is achievedby collecting and analyzing appropriate data. Data may be broadly divided intotwo categories namely primary data & secondary data. The primary data are thosedata, which are collected for the first time by the organization, which have alreadybeen collected by some other agency but also can be used by organization underconsidering. Primary data may be collected by observation, oral investigation andquestionnaire method or by telephone interview. In this study, for primary datacollection we have used questionnaire method. This is written and in organizedformat containing all questions relevant to soliciting type, in which all questionsand answers is specified and comments in the respondents own words are held to aminimum. The unstructured questionnaire is useful in carrying out in depthinterviews where the aim is to probe for attitudes and reasons. For this study weare using structured questionnaire (annexure-A) and carry out the personalinterviews with users and dealers. Some times we have carried out in-depthinterviews and observe the situation to get more in depth information about thetopic. In the structured personal interview method the information is likely to bemore accurate and reliable because the interviewer can clear up doubts and crosscheck the respondents. Moreover this method is most flexible, no response is verylow, supervision & control is possible. Projectsformba.blospot.com
  30. 30. Projectsformba.blospot.com For secondary data we have used the data prepared by Mangalam cement & other data circulated by cement manufacturers association to its member companies. • SAMPLE DESIGN Sampling indicates the selection of a part of a group or an aggregate with a view to obtaining the information about the whole. This aggregate or totality of all members is known as population although they need not be human beings. For this study in designing the sampling the sampling plan, we have used the non- probability convenience sampling method. The sampling units for this study are dealers, big civil contractors & builders concerning to cement industry. The sample frame has different features covering a variety of units. • dealers locate in kota proper and dealers at Tahsil and other places in kota district • private contractors who are engaged in construction activities and repair works • Public contractors who are engaged in carrying out big projects of government such as construction, canals, road construction etc. • builders those who are engaged in the activity of building construction • Domestic users who have their petty requirements for small repair and construction activities.The suggestions of all above users may be very useful to improve the sales promotionactivities. Projectsformba.blospot.com
  31. 31. Projectsformba.blospot.comData AnalysisDATA INTERPRETATION & GRAPHICAL PRESENTATIONIn this study we cover 15 dealers & 75 retailers in distinct city of Hadoti.Different responses are given by different person. Similarly we collect data from 15contractors who are using different cement. So I present different data in graphical formby dividing whole study in two parts. • Response from dealers & retailers. • Response from contractors. Projectsformba.blospot.com
  32. 32. Projectsformba.blospot.comRESPONSE OF DEALERS AND RETAILERSCement Brand on many outlets Brand name No. of out lets 50 Birla Uttam 26 Birla plus Ambuja 25 Binani 14 Bangur 15 ACC 22 18 Shriram Others 10 No. of Out Lets 60 50 40 30 No. of Out Lets 20 10 0 ir l am A l us O m B ja s r B ni hr C gu er a bu a tt S AC P iR th an in U m a a ir l B B22 outlets are there ACC is available. Above table is based on single brand selling shop aswell as multi brand selling shop. In the survey of 90 outlets there were 50 outlets whereBirla Uttam available. Out of 50 there are some outlets which selling single Birla Uttamonly and some are selling more than one brand. Similarly about 26 outlets are of Birlaplus and 25 outlets of Ambuja. Projectsformba.blospot.com
  33. 33. Projectsformba.blospot.comCement brand demand Brand name No. of out lets Percentage 27 30% Birla Uttam 20 22.22% Birla plus Ambuja 18 20% ACC 15 16.67% Binani 4 4.44% Bangur 4 4.44% Others 2 2.22% Percentage Birla Uttam Birla Plus Ambuja ACC Binani Bangur OthersThe above table is shows 30% market is of Birla Uttam and 22.22% market is of Birlaplus. These two brands are highly demanded in market. The market demand of Ambuja isslightly down by 2% that is 20%. Projectsformba.blospot.com
  34. 34. Projectsformba.blospot.comReason for demand No. of Dealers & Retailers Features Birla Uttam Ambuja Birla Plus Bangur ACC Quality 38 40 45 20 20 Packaging 2 5 5 5 5 Price 8 10 10 50 45 Reliability 42 35 30 15 20 100 80 Reliability 60 Price 40 Packaging 20 Quality 0 C ur ja s tam AC u bu ng Pl Am Ut Ba rla rla Bi Bi Projectsformba.blospot.com
  35. 35. Projectsformba.blospot.comThe above table and graphical presentation shows that 42 dealers say Birla Uttamdemanded just because of reliability and 38 dealers says Birla Uttam demanded becauseof quality. Ambuja and Birla plus are in demand just because of quality but if we seeBangur and acc are demanded just because of low price. So in price both Bangur and accis major competitor in market. Projectsformba.blospot.com
  36. 36. Projectsformba.blospot.comComputation of weighted mean on the basis of rank of demand Brand Name Weighted Quality Packaging Price Reliability x1 wx1 x2 wx2 x3 wx3 x4 wx4 Birla Uttam 5 38 190 2 10 8 40 42 210 Birla Plus 4 45 180 5 20 10 40 30 120 Ambuja 3 40 120 5 15 10 30 35 105 ACC 2 20 40 5 10 45 90 20 40 Bangur 1 20 20 5 5 50 50 15 15 Total 150 60 250 490Weight Mean 15 550 60 250 490 15 15 15 =4 = 16.67 15 = 36.67 = 32.67The above table shows the rank of different basis on which customer demand the cementin cement market. according to this table 36.67% is of quality so quality is the firstpreference, 32.67% is of reliability so reliability is second preference, 16.67% is of priceso price is third preference and 4% of packaging so packaging is the fourth and lastpreference for the demand of cement. (Data ref. from last table) Projectsformba.blospot.com
  37. 37. Projectsformba.blospot.comNo. of brands has a Dealer/ Retailer No. of brands No. of retailers/ dealer 1 14 2 24 3 26 4 14 more than 4 12 No. of Retailers / Dealers 30 25 20 No. of Retailers / 15 10 Dealers 5 0 1 2 3 4 More than 4The above table and graphical representation shows that most of the dealers & retailersdeals in three brands. No. of shops on which three brands are available are 26. There arevery few shop which sale 1, 4, more than 4 brands, these are 14, 14, and 12, respectively. Projectsformba.blospot.com
  38. 38. Projectsformba.blospot.comBrand preference of Dealers & Retailers Brand name No. of dealers PercentageBirla Uttam 22 30% Birla plus 20 22.22% Ambuja 20 20% Acc 15 16.67% Bangur 12 4.44% Others 1 4.44% 25 20 15 Series1 10 5 0 C rs ur ja s tam AC u he bu ng Pl Ut Am Ot Ba rla rla Bi BiOn the basis of above table we justify that 22 dealers prefer Birla Uttam to sale. SimilarlyBirla plus and Ambuja are also high prefer brands in market because they all are demand.Above graph depict only 15 dealers out of 90 prefer acc and 12 prefer Bangur. Thatshows Birla Uttam is highly preferable brand in district city of Hadoti. Projectsformba.blospot.com
  39. 39. Projectsformba.blospot.comCriteria to select a brand for Dealers & Retailers Features No. of dealers Percentage Margin 35 38.89% Demand 30 33.33% Supply 15 16.67% Quality 10 11.11% Percentage Margin Demand Supply QualityAbove table shows 38.89% dealers prefer cement brand on the basis of margin and33.33% prefer just because of demand. Supply and quality is very few preferable reasonsfor a dealer & retailer. This shows coming market will be of those brands which providehigh margin to these dealers and retailers. Projectsformba.blospot.com
  40. 40. Projectsformba.blospot.comReference about different features of different Brands Features Packaging Margin Demand SupplyName of Brand rank1 rank2 Rank 1 rank 2 rank 1 rank 2 rank 1 rank 2Birla Uttam 40% 60% 30% 70% 70% 30% 30% 70%Birla Plus 60% 40% 30% 70% 60% 40% 55% 45%Ambuja 65% 35% 35% 65% 60% 40% 60% 40%Binani 50% 50% 49% 51% 51% 49% 60% 40%Bangur 45% 55% 51% 49% 40% 60% 50% 50%ACC 58% 42% 60% 40% 50% 50% 70% 30%Others 51% 49% 50% 50% 50% 50% 60% 40% 70% 60% 50% 40% Rank 1 30% Rank 2 20% 10% 0% m s a r s i C an gu lu er uj tta C P in b th an A U m a B O B a irl A irl B BThis graph shows packaging of different brand. 40% shopkeepers say packaging of BirlaUttam is no. 1, but 60% that is highest in all brand, says packaging of Birla Uttam is notso good. It comes in second position. Similarly packaging of Birla plus is no. 1 says by65% of shopkeepers. Packaging of acc cement is also better than Birla Uttam. 80% 70% Margin Rank 1 60% 50% Margin Rank 2 40% 30% 20% Name of Brand 10% Birla Uttam 0% 1 2 3 4 5 6 7 Projectsformba.blospot.com
  41. 41. Projectsformba.blospot.comIn case of margin Birla Uttam is far behind in comparison to other brand as referencegiven by dealers & retailer. Only 30% dealers & retailers say margin of Birla Uttam is no.1 but 70% dealers & retailers appose this situation. This condition is also available inAmbuja cement. Margin in acc cement, Bangur are high that why a dealer prefer to sale ithigh. 80% 70% 60% 50% Demand Rank 1 40% 30% Demand Rank 2 20% 10% 0% O C Ba ni s ja ur Am u s Bi ttam er AC na bu ng Pl th Bi U rla rla BiIn case of demand Birla Uttam comes first. 70% of dealers says demand of Birla Uttam isno. 1 and in case of Birla plus and Ambuja 60% dealers says demand is no. 1 as Bangur isnew brand so its demand is no. 1 says only 40% dealers . Other brand includes Shri ram,j. k. Laxmi, Birla Chetak all these brands are demand not highly. Projectsformba.blospot.com
  42. 42. Projectsformba.blospot.com 80% 70% 60% 50% Supply Rank 1 40% 30% Supply Rank 2 20% 10% 0% Ot C Ba ni rs ur ja Am s Bi ttam AC na he Plu bu ng Bi U rla rla BiIn case of supply of different brand 30% dealers says supply of Birla Uttam is good andrank it first but 70% dealers give it second rank it mean not up to mark. Supply of otherbrands like Ambuja, Birla plus, Binani, and acc are good that is 55%, 60%. 60%, 70%respectively dealers say supply of this brand is no. 1. Projectsformba.blospot.com
  43. 43. Projectsformba.blospot.comDealers/retailers satisfaction with problem solving strategy of different brand Satisfied Name of brand Yes No Birla Uttam 51% 49% Birla plus 60% 40% Ambuja 55% 45% Binani 50% 50% Bangur 50% 50% ACC 60% 40% Others 55% 45% 70% 60% 50% 40% Yes 30% No 20% 10% 0% C ni s ur ja us m er AC na bu ng ta Pl th Ut Bi Am Ba O rla rla Bi BiIn case of Birla Uttam 51% dealers and retailers says they are satisfied with problemsolving strategy of Birla Uttam. But in case of Birla plus and acc 60% dealer says theseare better than Birla Uttam. Problem solving strategy of Binani and Bangur is not so goodonly 50% dealers are satisfied. Projectsformba.blospot.com
  44. 44. Projectsformba.blospot.comRESPONSE OF CONTRACTORS & BUILDERS No. of brands generally use in a construction No. of brands No. of contractors 1 60% 2 33.33% more than 2 6.67% No. of Contractors 1 2 More than 2Above data depict most of contractors use single brand for construction a particularbuilding. Only 33.33% of contractors use two brands for a single construction. Projectsformba.blospot.com
  45. 45. Projectsformba.blospot.comBrand, which generally use by contractors at preset Brand name No. of contractors Percentage Birla Uttam 6 40% Birla plus 1 6.67% Ambuja 5 33.33% ACC 3 20.00% No. of Contractors 7 6 5 4 No. of Contractors 3 2 1 0 Birla Birla Ambuja ACC Uttam PlusAbove data depict out of 15 contractor, 6 contractor using Birla Uttam at present. Secondposition is of Ambuja out of 15, 5 contractors prefer to use it. It mean highest percentageof contractors believe in Birla Uttam for use. Projectsformba.blospot.com
  46. 46. Projectsformba.blospot.comCriteria to select a brand Features No. of contractors Price 3 Quality 6 Timely Availability 4 Others 2 No. of Contractors Price Quality Timely Availability OthersPrice is not a main criterion to select a brand. But out of 15, 6 contractors prefer a cementbrand on the basis on quality and only 4 contractors prefer on the basis of timelyavailability. Others include recommendation and the advertisement effect on end user. Projectsformba.blospot.com
  47. 47. Projectsformba.blospot.comPreference of contractors Brand Name Preference Rank 1 Rank 2Birla Uttam 55% 45%Birla Plus 40% 60%Ambuja 55% 45%Bangur 60% 40%ACC 55% 45% 70% 60% 50% 40% Rank 1 30% Rank 2 20% 10% 0% Birla Birla Ambuja Bangur ACC Uttam PlusMost preferable brand at present in contractors is Bangur just because of good quality andlow price. For Birla Uttam 55% of contractors gives first preference and 45% contractorsgive second preference. But for Birla plus 60% contractors gives second preference. Projectsformba.blospot.com
  48. 48. Projectsformba.blospot.comDEFINITION OF QUALITY BY CONTRACTORS Quality features No. of contractors Strength 9 Setting Time 6 No. of Contractors Strength Setting TimeIf cement is of high strength it mean it is of good quality this statement given by 9contractors out of 15. Setting times of most of brand are same so contractors givepreference to the strength. Projectsformba.blospot.com
  49. 49. Projectsformba.blospot.comROLE OF CEMENT FOR CONSTRUCTION Response No. of contractors Yes 3 No 12 No. of Contractors 15 10 No. of Contractors 5 0 Yes No80% Contractors believe that colour does not matter while constructing a building butonly 20% percent contractors believes in colour. Projectsformba.blospot.com
  50. 50. Projectsformba.blospot.comCONTRACTORS APPROACH FOR CEMENT No. of contractors Percentage direct company 7 46.67% Dealer 8 53.33% No. of Contractors Direct Company Dealer7 contractors out of 15 approach directly the company for getting cement. Similarly 8contractors believe to approach dealers for cement. This shows company needs to giveimportance to contractors so more and more contractors will approach to companydirectly. Projectsformba.blospot.com
  51. 51. Projectsformba.blospot.comFindings • 22 outlets are there ACC is available. The data is based on single brand selling shop as well as multi brand selling shop. In the survey of 90 outlets there were 50 outlets where Birla Uttam available. Out of 50 there are some outlets which selling single Birla Uttam only and some are selling more than one brand. Similarly about 26 outlets are of Birla plus and 25 outlets of Ambuja. • 30% market is of Birla Uttam and 22.22% market is of Birla plus. These two brands are highly demanded in market. The market demand of Ambuja is slightly down by 2% that is 20%. • 42 dealers say Birla Uttam demanded just because of reliability and 38 dealers say Birla Uttam demanded because of quality. Ambuja and Birla plus are in demand just because of quality but if we see Bangur and acc are demanded just because of low price. So in price both Bangur and acc is major competitor in market. • 36.67% is of quality so quality is the first preference, 32.67% is of reliability so reliability is second preference, and 16.67% is of price so price is third preference and 4% of packaging so packaging is the fourth and last preference for the demand of cement. (Data ref. from last table) • most of the dealers & retailers deals in three brands. No. of shops on which three brands are available are 26. There are very few shop which sale 1, 4, more than 4 brands, these are 14, 14, and 12, respectively. • 22 dealers prefer Birla Uttam to sale. Similarly Birla plus and Ambuja are also high prefer brands in market because they all are demand. Above graph depict only 15 dealers out of 90 prefer acc and 12 prefer Bangur. That shows Birla Uttam is highly preferable brand in district city of Hadoti. Projectsformba.blospot.com
  52. 52. Projectsformba.blospot.com• 38.89% dealers prefer cement brand on the basis of margin and 33.33% prefer just because of demand. Supply and quality is very few preferable reasons for a dealer & retailer. This shows coming market will be of those brands which provide high margin to these dealers and retailers.• Packaging of different brand. 40% shopkeepers say packaging of Birla Uttam is no. 1, but 60% that is highest in all brand, says packaging of Birla Uttam is not so good. It comes in second position. Similarly packaging of Birla plus is no. 1 says by 65% of shopkeepers. Packaging of acc cement is also better than Birla Uttam.• In case of margin Birla Uttam is far behind in comparison to other brand as reference given by dealers & retailer. Only 30% dealers & retailers say margin of Birla Uttam is no. 1 but 70% dealers & retailers appose this situation. This condition is also available in Ambuja cement. Margin in acc cement, Bangur are high that why a dealer prefer to sale it high.• In case of demand Birla Uttam comes first. 70% of dealers says demand of Birla Uttam is no. 1 and in case of Birla plus and Ambuja 60% dealers says demand is no. 1 as Bangur is new brand so its demand is no. 1 says only 40% dealers . Other brand includes Shri ram, j. k. Laxmi, Birla Chetak all these brands are demand not highly.• In case of supply of different brand 30% dealers says supply of Birla Uttam is good and rank it first but 70% dealers give it second rank it mean not up to mark. Supply of other brands like Ambuja, Birla plus, Binani, and acc are good that is 55%, 60%. 60%, 70% respectively dealers say supply of this brand is no. 1.• In case of Birla Uttam 51% dealers and retailers says they are satisfied with problem solving strategy of Birla Uttam. But in case of Birla plus and acc 60% Projectsformba.blospot.com
  53. 53. Projectsformba.blospot.com dealer says these are better than Birla Uttam. Problem solving strategy of Binani and Bangur is not so good only 50% dealers are satisfied.• Most of contractors use single brand for construction a particular building. Only 33.33% of contractors use two brands for a single construction.• Out of 15 contractor, 6 contractor using Birla Uttam at present. Second position is of Ambuja out of 15, 5 contractors prefer to use it. It mean highest percentage of contractors believe in Birla Uttam for use.• Price is not a main criterion to select a brand. But out of 15, 6 contractors prefer a cement brand on the basis on quality and only 4 contractors prefer on the basis of timely availability. Others include recommendation and the advertisement effect on end user.• Most preferable brand at present in contractors is Bangur just because of good quality and low price. For Birla Uttam 55% of contractors gives first preference and 45% contractors give second preference. But for Birla plus 60% contractors gives second preference.• If cement is of high strength it mean it is of good quality this statement given by 9 contractors out of 15. Setting times of most of brand are same so contractors give preference to the strength.• 80% Contractors believe that color does not matter while constructing building but only 20% percent contractors believes in color.• 7 contractors out of 15 approach directly the company for getting cement. Similarly 8 contractors believe to approach dealers for cement. This shows company needs to give importance to contractors so more and more contractors will approach to company directly. Projectsformba.blospot.com
  54. 54. Projectsformba.blospot.comConclusion & SuggestionsCONCLUSIONThe maximum cement sales are done through trade channel and minimum throughinstitional or non-trade. graphic and fining show that among various brand the BirlaUttam is that brand which is most available at various counters due to nearly productionor its plant is situated near by kota city (at 65 km far from kota). So there is no problem ofavailability of this brand.The secondary data proved it in district city of Hadoti and its demand as well as sale ismaximum.All cement having two grades Opc & PPC generally the PPC cement is more preferred bythe wholesaler / retailer. But in the case of final customer very few customer are havingknowledge about OPC & PPC.The various factors that affect the demand of cement as well as particular brand sales arelike quality, prices, season, promotion strategy of company or competitors, relationshipwith suppliers, discounts and supply position because all these helps to create demand ofcement. But the quality is the factor, which is considered by most of suppliers as well ascustomer. This is reason that all cement company’s emphasis on quality in theiradvertising.Price is the second consideration factor because the price difference among variousbrands is generally very less as price determined for basis and CMA determine the prices.There is no price elasticity of demand as cement is essential commodity its demand is notinfluenced with increases or decreases prices in case of final consumer. But wholesalesand retailer are slightly influenced by prices. Projectsformba.blospot.com
  55. 55. Projectsformba.blospot.comThere is no seasonal impact on demand but generally Apr., May and June are consideredas a peak time. promotional strategies of company / competitors have a crucial role inpositioning the brand image as it is clear that quality is most important factor, soadvertisement mainly emphasis on quality (for Ambuja- Virat compressive strength andfor Birla plus har Nirman ki jan).Statistically it can be proved that cement consumption is on rising trend the sales ofMangalam cement in year 2004-05 in rajasthan.In Kota city Birla Uttam is market leader due to its quality and availability. Projectsformba.blospot.com
  56. 56. Projectsformba.blospot.comSUGGESTIONS 1. The order billing system is not satisfactory so there should be changes from the rate prevailing on date of dispatch to the rate prevailing on date of order. 2. Current pricing system is not up to the mark as some time price difference is very high than previous prices it has bad impact on sales, pricing should base on ex. factory system. 3. Company should increase their network in such area’s where Birla Uttam sales is very low. 4. Retailer are facing the problem of changing prices they are not getting information about current cement prices at right time if company has good information network they can solve this problem. 5. MCL should try to reduce its cost of production. 6. Company should provide training to retailer to give them the basic knowledge and technique of marketing to increase sales. 7. Companies target market is Kota city or area near by Kota city then there is no need to spend more on promotions but company want to capture whole Rajasthan as well as other states then it should give their major consideration towards media advertisement. (to capture the market share of its rivals) 8. Mason meeting should be conducted in rural area. 9. Packaging should be improved. 10. Colour of HDPE bags should be change, so that it create different image in customer mind. 11. Regular survey should be conducted. 12. Non-trade should be started. Projectsformba.blospot.com
  57. 57. Projectsformba.blospot.com13. Birla Uttam is well known brand but still people are confused and think that Birla Uttam & Birla plus belong to same brand. So it is necessary for Birla Uttam to create separate image in customer mind.14. Company dealer or representative should regularly meet contractor, builders so as to give them complete knowledge about our brand, once the contractor, builders have full knowledge of our brand and they are well versed with the quality of our brand. Then they definitely prefer the Birla Uttam cement.15. In cement market, many new companies have entered; they are selling their product at low price, so company should pay attention for it and try to sell Birla Uttam cement at competitive yet economical price. Projectsformba.blospot.com
  58. 58. Projectsformba.blospot.comLimitations of the StudyEvery research has its limitations; this research is not an exception in this manner thereare certain factors in conducting this research also, these are • Time constraint – as we are using interview method that is more time consuming especially when sample is scattered in large geographical area. • Skilled manpower required – in interview method the interviewer has to visit the individuals, put question to them, which elicit the relevant information about the subject of enquiry. This requires costly skilled manpower. • Financial constraint – the method used for this study is very expansive • Secrecy of data – some of the data are confidential and not to be published so we have limitation of information. Projectsformba.blospot.com
  59. 59. Projectsformba.blospot.comBIBLIOGRAPHYBOOKS:- • Agarwal, P.K., Marketing Management, Pragati Prakashan, Meerut, Second Edition 1999 • Gupta S.P., Statistical Methods, Sultan Chand,Thirty-Fourth,2005 • Jain Khandelwal Pareek, Statistical Management, Ramesh Book Depot • Kotler, Philip, Marketing Management, Pearson Education (Singapore) Pte. Ltd; New Delhi, Eleventh Edition. • Kothari C. R., “Research Methodology” Methods & Techniques, New Age International Publishers, New Delhi, Second Edition.WEB SITE SAMPLE: • www.mangalamcementltd.com • www.answer.com • Annual report of Mangalam cement ltd. www.mangalamcementltd.comIntroduction Brochure of MCL Projectsformba.blospot.com
  60. 60. Projectsformba.blospot.comAPPENDIXMANGALAM CEMENT LIMITED Customer Satisfaction Survey (For Dealers & Retailers)Name of Firm……………………………………………………….Name of Owner…………………………………………………….Address…………………………………………………………….Q.1 What is your sales of previous month? (A) 00-250 bags (B) 250-500 bags (C) 5001000 bags (D) more than 1000 bagsQ.2 How many brands are you selling at this time & name them? (A) 1 (B) 2-4 (C) 4-6 (D) more than 6 ……………………………………………………………………Q.3 Which brand is more demanded? 1. ………………… 2………………… 3…………………Q. 4 Rank the brand on the basis of price? (Lowest to highest price) 1………………….. 2………………… 3…………………..Q.5 Which brand you want to sale more & why? (A) Ambuja (B) Vikram (C) Birla Uttam (D) Shree Cement (E) Any Other Projectsformba.blospot.com
  61. 61. Projectsformba.blospot.com …………………………………………………………………………Q.6 Rank the brand the quality basis (setting time & strength etc.) (1)…………………. (2)………………… (3)…………………Q.7 Give rank to the following brand on the basis of- Brand/Feature Packaging Demand Margin Supply Total Rank Vikram Ambuja Shree Birla Uttam ACC Birla PlusQ.8 What attribute for more demanded? (A) Quality (B) Packaging (C) Price (D) ReliabilityQ.9 What criteria do you use to select a brand for sale? (A) Margin (B) Demand (C) Supply (D) Company ResponseQ. 10 Are you satisfied with problem solving strategies of company? (A) Yes: (B) No:Q.11 What is your opinion regarding ‘Birla Uttam’ in terms of distribution strategyadopted by the company? (A) Excellent (B) Very Good (C) Good (D) Satisfactory (E) Poor Projectsformba.blospot.com
  62. 62. Projectsformba.blospot.comQ.12 Reason for above answer? ………………………………………………………………………….Q.13 Which type of sales motivation you get from ‘Birla Uttam’ and what is yourresponse? (A)Cash Discount (B) Promotional Schemes (C) Quantity Discounts (D) Timely Schemes (E) Satisfaction Yes: No:Q.14 What do you expect from the company to improve the sale? ……………………………………………………………………………………… …………………………………………………………Signature Date Projectsformba.blospot.com
  63. 63. Projectsformba.blospot.comMANGALAM CEMENT LIMITED Brand Equity Survey (For Contractors & Builders)Name of the contractor………………………………………………………Address………………………………………Contact no…………………...Q.1 How many brand you generally using for construction? 1. 1-2…………………………… 2. 3-5…………………………Q.2 Which brand you to use more? (a) Ambuja (b) Birla Uttam (c) Birla plus (d) Binani (e) any otherQ.3 What criteria you have to select a brand? (a) Price (b) Quality (c) Timely availability (d) Any otherQ.4 Ranking brand on the basis of your preference – 1……………………………………………………………………. 2……………………………………………………………………. 3…………………………………………………………………….Q.5 Ranking brand on the basis of quality – 1…. …………………………………………………………………….. 2………………………………………………………………………… 3…………………………………………………………………………Q.6 What do you mean by quality? Projectsformba.blospot.com
  64. 64. Projectsformba.blospot.com……………………………………………………………………………………………………………………………………………………………Q.7 What is plus & minus point of brand you are using? Plus: 1………….………. 2…………………… 3…….…………….. Minus: 1………………….. 2…………………… 3……………………Q.8 Is Colour plays an important role in purchasing? (a) Yes…………………………. (b) No…………………………Q.9 Where you approach for cement you are using? (a) Direct company (b) dealerQ.10 Any additional benefits you are getting from you brand? (a) Yes……………………….. (b) No……………………….Q.11 Any Suggestion –……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….Signature Date: Projectsformba.blospot.com
  65. 65. Projectsformba.blospot.comCOMPARISON OF SALES PROMOTION ACTIVITIES (For Consumers) - At a GlanceGift item Binani Birla Shree Vikram Shree JK AmbujaDistribution Uttam Ram CementCalendars       Diaries       Pen / Pen stand       Slip Pads       Key Rings       Stepny Covers       Danglers       Telephone       IndexesShopping Bags       Paper Weight X X X X X X XDiwali Poojan X  X X X X XBoxWrist Watch X X X X  X XWall Clock       Calculators  X X  X X XTelephone    X X XInstrumentMason Meet       Architect /       Builder /Contractors Projectsformba.blospot.com
  66. 66. Projectsformba.blospot.comCOMPARISON OF SALES PROMOTION ACTIVITIES (For Dealers) - At a GlanceGift Item Binani Birla Shree Vikra Shree JK AmbujaDistribution Uttam m CementDealers Meet       Picnic       Retailer Meet       Cash Discount       Quantity       DiscountIndia Tour     X  Foreign Tour  X X  X X Silver Coin X X X X   XGold Coin X X X  X X XExcursion        Projectsformba.blospot.com

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