project report on selling strategies of APCO CONCRETE BLOCKS AND ALLIED PRODUCTS

Selling
strategies
of APCO
concrete
blocks &
allied
products
January 1
2014
APCO
CONCRETE
BLOCKS &
ALLIED
PRODUCTS
PVT LTD

Selling strategies of APCO concrete blocks & allied products
Department of MBA, SJBIT
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Executive summary:
Any business is likely to be successful with a strong marketing viewpoint or philosophy which
permits the thinking and guides the decision and action of everyone in the business. It is
important not only for the firm producing but also to the society, which uses the product
The objectives are 1) to analyze the selling strategy applied by the company. 2) To identify the
areas for improvement in selling strategies.3) to give suitable suggestions and recommendations
Study on selling strategies of APCO concrete blocks & Allied products ltd is a topic which
covers the strategies used by the company. Overall selling gives wage information on the
complete process that exists from sales till the end process
Keeping all this in a view selling strategies of APCO Concrete blocks & Allied products was a
felt need at APCO Concrete blocks & Allied products and hence this endeavor was undertaken.
The first chapter outlines the topic which the research is being done. It includes the statement of
the problem, need, objectives, scope and methodology chosen. The study was conducted for a
sample size of 50 respondents with random sampling as a major technique. Literature Review
was collected to give an idea of the sources from which information has been obtained and to
find the research gap.
The second chapter outlines the profile of the products and company which gives an idea of the
company’s historical background, products, mission statement and quality policy, SWOT
analysis.
The flagship company APCO Concrete blocks & Allied products was started in 1973 in
Bangalore. By MR. Abraham Mathew started a company as a sole entrepreneur now which is the
country’s pioneering concrete blocks manufacturing venture.
Next part explains a brief theoretical background on the overall study which comprises of a brief
description on the selling strategies of the company. It gives wage information on the complete
selling process.
In the fourth chapter a detailed analysis was carried out in a schematic form and the collected
date was interpreted, thereby explaining the data analyzed. This chapter gives a link for the next
chapter for making the suggestions and interpretation.
The last chapter indicates the summary of findings, recommendations and conclusions based on
the result of the study. The overall result that was analyzed was satisfactory considering all the
factors to selling strategies in APCO
Concrete blocks & Allied products. A company’s strengths and weakness are its customers and
price and hence the valuable suggestions and opinions from them are given in a nutshell in this
detailed discourse.

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CHAPTER-1
Introduction

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INTRODUCTION ABOUT THE INTERNSHIP:
Internship (project work) is an integral part of the academic curriculum. It is an initiative to
bridge the gap between knowledge and its application through a series of interventions that will
enable to gain insights and exposure to the industry.
A research is a logical and systematic plan prepared for directing a research study, it specifies
the methodology and techniques to be adopted for the collection, measurement and analysis
of data. It is the plan, structure and strategy of investigating the conceived idea so as to
obtain answers to research questions. The plan is the overall scheme or program of research.
The internship is done at APCO CONCRETE BLOCKS & ALLIED PRODUCTS about the
“SELLING STRATEGIES.”
DEFINITION OF SELLING STRATEGIES:
. A sales strategy is a plan by a business or individual on how to go about selling products and
services and increasing profits. Sales strategies are typically developed by a company’s
administration, along with its sales, marketing and advertising managers. All involve “pitches,”
or key points to address when speaking with potential consumers. Some of these pitches, such as
those used by telemarketers, may have to be memorized and communicated verbatim.
MEANING OF SELLING STRATEGIES:
A sales strategy consists of a plan that positions a company’s brand or product to gain a
competitive advantage. Successful strategies help the sales force focus on target market
customers and communicate with them in relevant, meaningful ways.
The term strategic selling is brought up frequently when describing complex or sophisticated
selling. And while there is an element of truth in this, I think it has more to do with the way
company approaches a sale rather than that the actual sale is actually complicated.
A well-planned sales strategy will help business achieve its growth potential. Sales Strategy
consulting services are designed to help businesses:
· Target and penetrate the most promising and profitable markets and sectors
· Go to market in the most effective manner
· Refine and maximise your competitive advantage and product/service differentiation to
increase market share and margins
· Increase sales win ratios and shorten sales cycles by refining and aligning sales and
marketing messaging to capitalise on your value proposition and your competitor's
weaknesses

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TOPIC CHOOSEN FOR STUDY:
This project entitled a study on “Selling strategies” at APCO CONCRETE BLOCKS &
ALLIED PRODUCTS Complex with reference to sales division. It is an attempt to understand
efficiency and effectiveness in the selling process. As the objective the company is to increase
the turn over and to gain the new customers for its products.
NEED FOR THE STUDY (STATEMENTOF THE PROBLEM):
Company has the problem of getting the raw materials particularly getting the quarry material
is very difficult, due to the restrictions on quarry activities imposed by the government.
Company has the problem from the small players who are basically unorganized in nature .small
players in the market provide imperior quality of blocks at cheaper price. Contractors’ shows
interest on those companies who are providing at lesser prices.
OBJECTIVESOF THE STUDY:
 To analyze the selling strategy applied by the company.
 To identify the areas for improvement in selling strategies.
 To give suitable suggestions and recommendations.
SCOPE OF THE STUDY:
 The study is mainly concerned with the selling practices followed or maintained within
the organization.
 The study however excludes the perceptions of customers suppliers and other interactions
 The company is free from middlemen’s and it sells its products directly to its customers.

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RESEARCHMETHODOLOGYADOPTED:.
TYPES OF RESEARCH:
The research undertaken is a descriptive research.
DATA SOURCES:
Data has been obtained through primary and secondary sources.
PRIMARY SOURCES:
Data has been collected through observations made and through interview schedule during
observation notes were made and compiled for the study the interview were conducted among
the executives of the sales section the computer section and production planning and control
department.
SECONDARYSOURCES:
Data has been obtained from secondary sources like the sales manual, books
related to marketing etc.
SAMPLING PLAN:
 Type of sampling- To collect the primary data through interviews, judgment
sampling has been used. The universe consisted of all the personal from the
production planning and control department.
 Sampling Unit- All responsibilities belong to the costing section production,
planning and control department and the computer section of the APCO
CONCRETE BLOCKS & ALLIED PRODUCTS.

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DATA COLLECTION TECHNIQUE:
RESEARCHINSTRUMENT:
The instruments used in the collection of data are most vital and important, as it
is the most effective and efficient way of collecting relevant data. The data has
collected through company records and sales reports, which is secondary in nature.
Population size –100
Sampling size – 50
LITERATURE REVIEW:
Author name: Dr. Heather J. Brown, publication: Research Compilation: Past, Present and
Future, Date: August 2013, place: Middle Tennessee State University.
http://www.journals.elsevier.com/cement-and-concrete-research/recent-articles/
Retrieved Date: April – 20-2014
Competitive pressures in the global manufacturing environment are forcing manufacturing
organizations to re-engineer in order to become more competitive in the marketplace. Toward
that end, management of these organizations is paying closer attention to the changing nature of
manufacturing performance, and the systems, processes and measures used in its evaluation.
From the above literature we can understand the importance of sales strategies and its
influence on overall efficiency of the company. So the title is in justification of selling
strategies with sales techniques to manage the benefit impact.

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Author name: Ahmed F Omran, Publication: cement and concrete research,
Date: September 2013, Place: New Delhi
http://www.arpapress.com/volumes/vol8issue1/ijrras_8_1_08.pdf
Retrieved Date – April 20 2014
Formwork lateral pressure exerted by concrete is affected by mixture composition, placement
conditions, and formwork characteristics. The mixture composition includes binder type and
content, supplementary cementitious materials, fillers, water-to-cementitious ratio, content and
characteristics of coarse aggregate, paste volume, chemical admixtures, concrete unit weight,
concrete consistency, and temperature. The production of cement block from sludge was
standardized in terms of process and content.
Author name: Carlos Ruiz, Publication: International Journal of Emerging Research in
Management &Technology Date: Feb 2013, ISSN: 2278-9359
http://www.sciencedirect.com/science/article/pii/S0008884614001203
Retrieved Date: April 26- 2014
Cement is an essential component of infrastructure development and most important input of
construction industry, particularly in the government’s infrastructure and housing programs,
which are necessary for the country’s socio economic growth and development. It is also the
second most consumed material on the planet.
The Indian cement industry is the second largest producer of cement in the world just behind
China, but ahead of the United States and Japan. It is consented to be a core sector accounting for
approximately 1.3% of GDP and employing over 0.14million
A concrete block is primarily used as a building material in the construction of walls. It is
sometimes called a concrete masonry unit (CMU). A concrete block is one of several precast
concrete products used in construction. The term precast refers to the fact that the blocks are
formed and hardened before they are brought to the job site. Most concrete blocks have one or
more hollow cavities, and their sides may be cast smooth or with a design. In use, concrete
blocks are stacked one at a time and held together with fresh concrete mortar to form the desired
length and height of the wall.

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Author name: jemsbd1, Publication: International Conference on Economics, Business and
Management, Date: 2010, Place: Manila, Philippines
https://elearning.just.edu.jo/jjce/issues/paper.php?p=2574.pdf
Retrieved Date: May 1 2014
Abstract:
Cement is the single most important and profitable product in the building material sector and
with the consumption of cement in India to touch 600 million tonnes by the year 2020.-this is
truly the California Gold Rush of the new century. With an 8% GDP growth rate, governmental
infrastructure augmentation and population expansion, the Indian cement industry is a market of
opportunities waiting to be tapped. A direct implication of this sectoral growth is the influx of
multinationals like Holcim and Lafarge, which will drive Indian cement companies in the
building industry to adapt new business strategies to complement the higher demand and
competition.
Author name: George, Publication: Global Strategic Industry Report,
Date: May 7 2013
http://www.nbmcw.com/articles/concrete/4993-interlocking-concrete-paver-blocks.html
Cement is a cementitious building material which is a mixture of clay and limestone. The most
common use of this cement is the production of concrete. Portland cement is widely used in
construction industry due to its excellent strength, dimensional stability, abrasion resistance,
durability and low cost
The concrete commonly used to make concrete blocks is a mixture of powdered Portland
cement, water, sand, and gravel. This produces a light gray block with a fine surface texture and
a high compressive strength. A typical concrete block weighs 38-43 lb (17.2-19.5 kg). In general,
the concrete mixture used for blocks has a higher percentage of sand and a lower percentage of
gravel and water than the concrete mixtures used for general construction purposes. This
produces a very dry, stiff mixture that holds its shape when it is removed from the block mould.

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Author name: Benedict, Publication: Fundamental of business,
Date: 2 March 2013
http://www.euresp-
plus.net/sites/default/files/uploads/Manufactured%20concrete%20products%20case%20st
udy.pdf
Retrieved Date: may 07 2014
Cement being the major construction material, at present , the industry is at the crossroads after
continuously building up a huge capacity year after year since 1980’s reaching now the landmark
of 157 million tones.
Cement plants are continuously keeping abreast with the latest in modernization of technology ,
achieving there by substantial state of the art capacity and thus emerged as the leading cement
producing country in the world
The shapes and sizes of most common concrete blocks have been standardized to ensure uniform
building construction. The most common block size in the United States is referred to as an 8-by-
8-by-16 block, with the nominal measurements of 8 in (20.3 cm) high by 8 in (20.3 cm) deep by
16 in (40.6 cm) wide.
Author name: Nancy Wagner, Publication: concrete marketing strategies
Date: 6 Feb 2011
http://www.marketresearch.com/Supplier-Relations-US-LLC-v3418/Concrete-Block-Brick-
Manufacturing-International-7911019/
Concrete’s durability, resistance to extreme weather changes and ability to hold up under heavy
loads makes it a material that works in just about any construction project, large or small. But
when it comes to selling concrete, you must narrow your market to those most likely to buy your
products. Otherwise, mass marketing efforts meant to persuade builders to buy your concrete
products could prove to be an ineffective use of your company's money
The production of concrete blocks consists of four basic processes: mixing, molding, curing, and
cubing. Some manufacturing plants produce only concrete blocks, while others may produce a
wide variety of precast concrete products including blocks, flat paver stones, and decorative
landscaping pieces such as lawn edging. Some plants are capable of producing 2,000 or more
blocks per hour.

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Author name: CW group, Publication: Angola cement market report, Date: July 2013
Place: New York
http://www.isca.in/IJES/Archive/v1i1/12.ISCA-JEngS-2012-019.pdf
The cement industry is changing. Demand is growing in emerging markets, but growth in mature
markets has stalled. Major global players are continuing to consolidate, while local incumbents
are investing outside of their home markets. And individual micro-markets within larger regions
are developing in vastly divergent ways, generating a need for granular analysis and insights.
Concrete infrastructure repair remains a formidable challenge. We need to understand the repair
performance and develop innovative materials and placement processes that lead to durable,
cost-effective and aesthetically pleasing repairs. In this context, fibre reinforced concrete is
considered promising.
The influence of fibbers’ on the properties of the interface between old concrete and fibre
reinforced repair remains poorly understood. This paper describes an experimental study on the
influence of fibbers on the mechanical properties of the interface. Bond strength was assessed by
means of slant shear tests with different slants. Shear-normal stress interaction diagrams,
adhesion strength and internal friction were obtained. Repair mortars with different contents of
Polyvinyl Alcohol (PVA) fibbers and the influence of wet–dry cycles were investigated.
4-point bending tests performed to describe the delayed behaviour of unreinforced pre-cracked
beams under low, moderate and high sustained loading levels. The deflection creep rate, the
failure time and the load level were assessed. A linear relation, in a semi-log scale, was found for
the deflection creep rate at high load levels. In addition, a linear relation, in a log–log scale,
between the secondary deflection creep rate and failure time was observed.

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Author name: Alberto Salvo Publication: Managerial economic and strategy, Date: Feb
2007, Place: Brazil
http://services.eng.uts.edu.au/~ravir/Sawdust%20Concrete.pdf
Cement is high-profile and compelling in Brazil. Yet when Salvo initially examined the
industry’s spatial supply arrangement, meaning its geographic segmentation of markets, he found
“a bit of a puzzle,” he says, both in segmentation and in the expected flow of cement traded
between and among Brazil’s 27 states. The expected, recurring patterns—what economists call
“gravity”— were not at all what was expected at prevailing prices,
Blended Portland cements containing up to 15% limestone have recently been introduced into
Canada and the USA. These cements were initially not allowed for use in sulfate environments
but this restriction has been lifted in the Canadian cement specification, provided that the
“limestone cement” includes sufficient SCM and that it passes a modified version of the CSA
A3004-C8 (equivalent to ASTM C1012) test procedure run at a low temperature (5 °C). This
new procedure is proposed as a means of predicting the risk of the thaumasite form of sulfate
attack in concretes containing limestone cements. The goal of the present study was to better
understand how this approach works both in practice and in theory. Results from three different
laboratories utilizing the CSA A3004-C8 test procedure are compared and analyzed, while also
taking into account the results of thermodynamic modeling and of thaumasite formation
experiments conducted in dilute suspensions.
Author name: Sylvester Beiger, Publication: Cartel in the Indian Cement Industry,
Date: March 23 2012, Place: New York
http://www.ijser.org/researchpaper%5CProperties-of-Aerated-Foamed-Concrete-
Blocks.pdf
States this problem in two steps. First, to provide a theoretical background, he uses a collusion
marker based on structural disturbances in a price process’ variance. Then, he applies a Markov
switching model with switching in variance regimes. The author considers this method adequate
and coherent with the problem structure and the research objective, and useful for assessing the
functionality of the collusion marker he uses. He uses the model to examine the Indian cement

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industry in the period 1994–2009 and finds some objective indications of collusion and
competition phases
Limitations of the study:
1. The study is contains only about selling strategies and other topics are not included.
2. The sample of size of 50 consumers may not necessarily represent the customer behavior
of the whole population.
3. The survey was conducted in Bangalore which does not represent the customer
satisfaction in other cities.
4. The study mainly concentrates on just providing solutions for problems in selling
strategies in the company.

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CHAPTER-2
INDUSTRY & COMPANY
PROFILE

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Promoters:
Mr. George Abraham- managing partner
Mr. Alfred A Mathew – partner
Mr. Franklin Abraham – partner
APCO CONCRETE BLOCKS & ALLIED PRODUCTS came into existence in 1973 .
APCO is a 500 strong company and has grown from strength to strength over the past 4
decades.
APCO is the country’s first commercial concrete blocks manufacturing venture and now
expanded to five manufacturing facilities at different locations of Bangalore.
Mr Abraham mathew , a science graduate hailing from kerala now settled in bangalore is the
founder of the company . he started the company as a sole entrprenour now which is the
country’s poineering commercial concrete blocks manufacturing venture.
Slowly and steadily he brought his family into business :
Mr George abraham – born in 1959, finished his early schooling in kerala and then finished his
further studies in Bangalore.
He took full charge of M/S APCO CONCRETE BLOCKS & ALLIED PRODUCTS . he was
posted as Managing partner of the company.
APCO today has over 10,00,000 proud ans satisfied customers in corporate and group housing
sector and over 10,00,000 individuals in the home segment.
Practically, APCO blocks have been patronized by every leading builder, thus holding
testimony to APCO’s superior technology and commitment to quality products. APCO’s
incredible range of blocks virtually take care of every conceivable need for the user.company
has acquired a american made besser plant which is fully automated and can produce 24,000
unmatchable high quality blocks per day. We are also backed by 4 factories equipped with state
of art facilities that produce 75,000 blocks per day.

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Company has 4 sub companies operating in Bangalore
1} orion precast pvt ltd
2} jupiter concrete blocks & allied products
3} neptune industries
4} saturn industries
Vission:
To increase the performance and delivery of the quality products in future.
Mission:
APCO combines hi-tech features with superior strength, to offer the latest international APCO
cellular blocks, which are designed on state-of-the-art lines, using fully computerized
technology, and formed on exclusively imported machinery.
APCO refuses to compromise on quality and guarantees that every inch of every concrete block
is packed with extra strength, which remains intact, even after decades.
Quality policy:
we at the APCO CONCRETE BLOCKS & ALLIED PRODUCTS , market and sell concrete
blocks as per the specification ensuring quality products through paper vendor performance for
on time delivery of the products for efficient customer satisfaction.
1. Customer Satisfaction:
APCO is dedicated to building a relationship with its customers where it become
partners in fulfilling their mission. They strive to understand our customer’s need and
to deliver products and service that fulfill and exceed their entire requirement.
2. Commitment to Total Quality:
APCO is committed to continuous improvement of all our activities. They still supply
products and service that conform to highest standards of design, manufacture,
reliability, maintainability, and fitness for use as desired by our customers.

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3. Cost and Time Consciousness:
APCO believes that our success depends on our products and service. APCO will
achieve this by eliminating waste in all activities and continuously improving all
process in every area of our work.
4. Innovation and Creativity:
APCO believes in striving for improvement in every activity involved in our business
by pursuing and encouraging risk-taking, experimentation and leering at all levels
within the company with a view to achieving excellence and competitiveness.
5. Trust and Team Spirit:
APCO believes in achieving harmony in work life through mutual trust, transparency,
co-operation and sense of belonging they will strive for building empowered teams to
work towards achieving organizational goals.
Product profile:
The company manufactures cellular blocks , solid blocks ranging in different sizes and
maesurements.
Example:
Width Length Breadth
40 inches 20 inches 10 inches

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Cellular blocks
Each cellular concrete blocks offers thr right balance of improved compression strength and
lightness, which are essential for its perfection. It is engineered to facilitate easy cutting for
unhindered usage of conduit and water pipes.
At APCO, extensive research and development, combined with years of experience in the
concrete block technology, have perfected the cellular blocks.
APCO’s patented cellular blocks are innovately designed pre-cast blocks with cavities which
facilitate the easy neat ans precise conuiting work for electrical wires, water and soil pipes for
plumbing, telephonewires and television cables, emsuring concealed workmanship and
maintaining the smooth surface of the wall.
Solid blocks:
At APCO, extensive research and development, combined with years of experience in the
concrete block technology, have perfected the solid block.
Feautures:
Superior compression strength
30% reduction in pastering cost
Light weight
Environment friendly

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Areas of operation:
 Three factories are located on Kanakapura Road, one on Sarjapura Road, and another
at Devanahalli.
 Company has the capacity of manufacturing 75,000 sft. Blocks per day.
 The marketing office is centrally located.
 An efficient transport system affords quick and timely delivery to customers, ensuring
reduced cost.
 On-going research enables continuous innovation.

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Infrastructure facilities:
 5 hi-tech factories are equipped with state of the art facilities and latest machinery.
 Company has also acquired an American made Besser block plant which is completely
automated and can produce over 24,000 unmatchable, high quality products every day.
 APCO’s success is due to dynamic team consisting of third generation employees and
family committed to giving you the best product.
Competitor’s information:
1] BASANT BETONS
Founder: Suresh Patil
Basant Betons® with its vision and over 30 years experience is renowned for its market-leading
initiatives in India. The company produces world-class concrete products such as Shot-blasted
pavers, Tiles, Engineered Blocks and many other special products.
As a completely customer focused company, Basant Betons® with best technology, plant and
machinery and with exceptional quality, strength and durability of products, as well as their
abilities in customer service, commands an unbeatable status in the industry, today.
As APCO CONCRETE BLOCKS & ALLIED PRODUCTS is a commercial and organized
company, it does not have much competition from the un organized and small companies in the
market.
Competitors Products
Basant Betons cellular blocks
Boulders
design tiles
Floor tiles

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SWOT Analysis:
Strengths:
 Company has a high growth rate in its business.
 Company has maintained a high profitability and revenue
 Company consists of Skilled workforce
Weaknesses:
 Continuous increase in costs of raw materials and labour costs.
Opportunities
 Growing economy
 Income level is at a constant increase
 New markets
Threats:
 Growing competition and lower profitability
 Price changes
 Increasing rates of interest
 Global economy
 Financial capacity
 Increase in labor costs
Future growth& prospects:
Company is expecting sales increase by 10% during the next financial year [2014-2015] when
compared to previous financial year [2013-2014].
Company is expecting to deliver 100 loads every day during next financial year [2014- 2015]
Company is making necessary measures to spread their operations to neighboring states.

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Loyal customers of the product:
 Adarsh group
 Farah builders
 RMZ corporation
 Puravankara projects
 Gopalan associates
 Landmark developers
 Abhishek developers
 Aishwarya properties
 Simplex infrastructure
 Hinduja housing corporation
 Surbacom developers
Balance sheet:
Note: Financial statement is not provided by the company because it is very confidential. so
the company does not share the balance sheet for public circulation.

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Chapter -3
Theoreticalbackground of the study

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THEROTICALBACKGROUND OF STUDY
An organization's strategy that combines all of its marketing goals into one comprehensive plan.
A good marketing strategy should be drawn from market research and focus on the right product
mix in order to achieve the maximum profit potential and sustain the business. The marketing
strategy is the foundation of a marketing plan.
Selling strategy is defined by David Aaker as a process that can allow an organization to
concentrate its resources on the optimal opportunities with the goals of increasing sales and
achieving a sustainable competitive advantage.
It is a Planned approach to account-management policy formation prospect identification
and qualification sales presentation and order generation aimed at achieving a firm's sales quotas
and targets.
Developing a selling strategy
1) Setting sales objectives:
Selling strategies should be started by setting the objectives for each of the company’s products.
The company should select the market which should be targeted.
Company should want to make changes according to the target customer needs.
2) Analyze the market:
Company has to identify the problems of their customers and should try to solve their problems
when they first approach the company’s business.
Company has to identify the reasons why customers selected their company.
Company has to analyze their sales costs and try to cut down on their sales costs to unprofitable
customers. This might be by using an alternative distribution method or cheaper sales channels.
3) Decide on sales channels:
Company has to decide the sales channels through which the company can sell their products
profitably by satisfying/meeting the needs of their customers.
A manufacturing company might want to sell through an agent or intermediary. This could
be a retailer, or it could be an agent abroad.

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Types of selling strategies:
1) Know the Product:
A top selling strategy that's relevant to any industry is that company has to know
what they are selling. If you they don’t know the features and benefits of the product or service
they are selling, they won't be able to answer customer questions or handle objections. Company
has to themselves with products and services they sell by reading their accompanying marketing
brochures and sales letters.
2) Show, Don't Tell:
Customers want to hear about the features and benefits of a product or service, but
they're more impressed when they can see the product or service in action. When customers can
explore products or services, they can get a better idea of how it'd fit it into their lives. This also
makes the sales process run smoother.
3) Understand Your Target Customer:
Consumers have different wants and needs that make them gravitate toward specific
products, services and companies. If company have knowledge of their target customers, they
can readily identify their needs and help them find solutions. Each company has an ideal client it
wants to target and acquire. Characteristics such as age, income level, marital status, education
level, geographical location, hobbies and interests help companies pinpoint their markets.
4) Get Referrals:
Repeat customers can help a business become profitable, but even better getting referrals
can help a business grown and build its reputation. Include generating referrals into company
sales process to maximize their profits. they can start a referral program that encourages their
existing customers to suggest their business to their friends, so they can take advantage of
discounts.
5) Price Competitively:
Pricing plays a major role in whether many consumers make a purchase, so it's
important that part of the company’s selling strategy includes pricing competitively. While they
don't have to make their prices lower than or on par with your competitors, they should know
their regular and sales prices for products and services. They may elect to price higher, but
company must ensure that they can communicate the value in paying more for what company
offer. Value-added benefits might include an extended warranty or lifetime guarantee, company
level of expertise or the quality of company’s products.

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Techniques of selling strategies:
1) Personal Selling:
Personal selling seeks to build a good relationship between the buyer and seller that will enable
the customer to purchase an item without feeling pressured. The relationship is developed when
the seller more attuned to meeting the needs of the customer than making the sale. Personal
selling addresses the buyers' preferences and at the same time, points out the strong features of
the product being offered This approach enhances the relationship between buyer and seller and
creates a lasting, strategic relationship.
2) After-Sales Service:
After-sales service is the additional assistance the seller provides for the buyer after they have
purchased a product. They are aimed at enhancing convenience and boostering a positive image
of the company. Warranty services are the after-sales services that provide repair, maintenance
and/or replacements
3) Maintaining Contacts:
Following up on the buyer with a visit or call to confirm if the item he bought is working
properly is another strategic selling they may also keep the customer informed on the latest
developments on a product they had purchased or in which they were interested. Follow-up is
done before or after a sale has been made, depending on the relationship established between the
buyer and seller.
4) Low-Pricing Strategy:
Low-pricing is a strategic selling technique that brings about changes in sales volumes. Low-
pricing strategy is effectively used to entice customers when introducing new products or when
seeking a competitive edge in target markets. Downward price adjustments for selected items
increase the number of customers that can afford the products.

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Models of selling strategies:
The Pursuit model:
The pursuit team model is defined as the deployment as the department of one or more high
performance, highly skilled, customer focused selling teams. It combines the elements of sales
strategy, business/industry strategy, and solutions/delivery strategy to form a highly credible,
value- oriented team focused on a defined, but limited, set of new customers and prospects.the
smallest team will typically consist of an experienced salesperson, an industry/functional SME,
and a principal or sales manager responsible for project or solution delivery. Larger teams may
include both industry and functional SME’s technology and creative design experts, marketing
brands, applications, specialists application specialists etc. the size of the teams wills depend
largely on the magnitude of the opportunity, the available of resources and the budget established
for the cost of sales for particular opportunity/account the primary responsibility of a persuit
team is to “ open the door” to a targeted strategic account with a significant, high valu, high
impact project or solution.

Page 28
5 strategies to sellsuccessfully:
Cut to the chase:
A good sales person doesn't waste time with filler words. He starts talking about the product right
away. Here's an example. A website developer calls your company and starts by saying, "I am
glad I finally got a hold of you. It took me more than 10 minutes to find your contact information
on your website. My company does web development, and we could help you quickly fix that.
Your customers would then be less frustrated and more easily able to contact you. Can I go over
the site with you and find out what else you might like it to be able to do?" As the person being
pitched, I am now fully engaged in the web developer's product--because he showed me he did his
homework, and can solve a problem I did not know I had.
Skip the jargon:
Whether company’s product is technical in nature or you just tend to be on the know-it-all side of
the spectrum, company should find a simple way to explain its product that anyone can follow.
Customers don't want to need an explanation--they want to understand right away. A customer
recently looked to buy a new mattress, and was confronted with all kinds of features to choose
from. Rather than use empty pseudo-technical terms like moisture-wick and memory foam, a
salesperson carefully went over why his mattress would last longer, how its structure would keep
us from waking each other with our movements, and why the two different materials on its faces
would help us be comfortable in any weather.
Paint a picture:
Company will not always have the luxury of meeting with their customer face to face. Company
has to learn how to describe its product in a way that even someone who has never seen it can
imagine what it is. At my company, we sell products over the direct contact. We have several
items that are made of cement, and often lesser-known concrete blocks. So they can be hard for
the customer to envision. We received a new product last week, and I had not yet seen it, but I
heard one of our sales representatives describing it to a customer as looking like a perfect
specification and design of the product which perfectly suits for architectural designs.

Page 29
Get curious:
When company’s representative speaks to a customer, he should concentrate on finding out about
the customer instead of making their pitch. Asking open-ended questions and then carefully
listening to the answers will always get you further than delivering a monologue. A bank I never
would have considered recently landed a meeting with me because the sales rep--after hearing I
was not interested in changing credit card processors--asked me if there was anything I was
frustrated with at my current bank. I was mad enough to want to talk about it, and he was astute
enough to carefully connect my discontent to how his bank is different.
Make it matter:
Company’s product may have a ton of benefits, but they are worthless if the customer company
sell to do not need them. Be able to constantly reframe those product benefits so that the particular
customer with whom company is speaking understands the direct impact the product could have on
his world.
Key elements ofa successful selling strategy:
1) Understanding the company’s own strengths and weakness
2) Developing company’s selling strategy
3) Tips and pitfalls.

Page 30
Chapter -4
Data analysis and interpretation

Page 31
Demographic details
Name: _______________ Qualification:_______________
Age: ______________ Company: _________________
Table:
Age no of respondents in %
20-25 11 22%
25-30 12 24%
30-35 22 44%
35-40 3 6%
40-45 2 4%
total 50 100%
Graph
Analysis:
44% of the respondents belong to age group of 30-35, 24% of respondents belong to age group
of 25-30, 22% of respondents belong to age group of 20-25, 6% of respondents belong to age
group of 35-40, 4% of respondents belong to age group of 40-45.
Interpretation:
From the above table and graph it shows that majority of the respondents belong to age group of
30-35, and second sources belongs to age group of 25-30.
0 10 20 30
20-25
25-30
30-35
35-40
40-45
11
12
22
3
2
no of respondents
no of respondents

Page 32
1.) How did you contact the representative?
A) Personal B) Relative
C) colleague/friend D) contractor
E) Magazine/Advertisement
Table - 1
Sol no Choices
no or
respondents in%
1 Personal 13 26%
2 Relative 6 12%
3 colleague/friend 23 46%
4 contractor 3 6%
5 magazine/advertisement 5 10%
Total 50 100%
Graph 1 - contact
Analysis:
26% of respondents said personal, 12% of respondents said relatives, 46% of respondents said
colleagues/friends, 6% of respondents said contractor, 10% of respondents said magazine/advt .
we came to know that largest segment of choices are of colleague/friend , then comes personal
and relative.
Interpretation:
From the above table and graph it that majority of the respondents have come to know about the
company through their colleagues/respondents. And second source comes from their personal
contact.
Company has to look into such sources to attract new customers and make them effective.
13
6
23
3 5
no or respondents
Personal
Relative
colleague/friend
contractor
magazine/advt

Page 33
2.) To what extent did the product that you ordered meet the specifications on the purchase
order?
A) Met all of my specifications B.) Met most of my specifications
C.) Met some of my specifications D.) Met few of my specifications
E) Met none of my specifications
Table – 2 - specifications
Sol no Choices no of respondents in %
1 met all of my specifications 12
24%
2 met most of my specifications 27 54%
3 met some of my specifications 9 18%
4 met a few of my specifications 2 4%
5 met none of my specifications 0 0%
Total 50 100%
Graph - 2
Analysis:
54% respondents said company met most of my specifications, 24% said met all of my
specification, 18% said met some of my specifications, 4% said met few of my specifications.
From this we came to know the largest segment are met most of my specifications. Then comes
met all my specifications.
Interpretation:
From the above table and graph it seems that majority of the respondents have met most of their
specifications. However few of their customers are not satisfied with their product specifications.
Company has to identify the problems of such not satisfied customers and try to satisfy them.
12
27
9
2 0
no of respondents
met all of my
specifications
met most of my
specifications
met some of my
specifications

Page 34
3.) Was the product delivered to you within the timeframe in the contract and on your purchase
order?
A) Yes B) Nearer to the time
C) No D) Not exactly
E) Not sure
Table - 3
Sol no choices no of respondents in %
1 Yes 13 26%
2 nearer to the time 27 54%
3 no 7 14%
4 not exactly 3 6%
5 not sure 0 0%
Total 50 100%
Graph – 3 – Time frame
Analysis:
54% respondents said that company delivered nearer to the time, 26% respondents said company
delivered at exact time, 14% respondents said that company did not delivered in time, 6%
respondents said that company delivered not exactly, none said that not sure.
Interpretation:
From the above table and graph it seems that majority of the respondents agree that company
delivered nearer to the time. Some of the customers did not agree that company delivered in
time.
Company has to take some extra measure to make their products reach in time to such customers
13
27
7
3
0
no of respondents
Yes
nearer to the time
no
not exactly
not sure

Page 35
4.) Did the invoice for this purchase correctly reflect the price on the purchase order?
A) Exactly yes B) yes
C) Neutral D) Not exactly
E) No
Table -4
1 exactly yes 18 36%
2 yes 24 48%
3 neutral 8 16%
4 not exactly 0 0%
5 no 0 0%
total 50 100%
Graph – 4 – Price reflect
Analysis:
48% respondents said that invoice reflected same price on the purchase order, 36% respondents
said exactly yes, 16% respondents remained neutral, none of respondents said not exactly, none
of respondents said no.
Interpretation:
From the above table and graph, seems that majority of the respondents have said invoice
reflected the same and some of the respondents managed to remain neutral.
Some of the respondents said that price neither remained same nor reflected, so management has
to have a look on the price factors regarding their products
18
24
8
0 0
no of respondents
exactly yes
yes
neutral
not exactly
no

Page 36
5.) Was the invoiced price equal to or better than the posted website contract?
A) Exactly yes B) yes
C) Neutral D) not exactly
D) No
Table - 5
1 Exactly yes 17 34%
2 yes 26 52%
3 Neutral 5 10%
4 not exactly 2 4%
5 no 0 0%
50 100%
Graph – 5- website contract
Analysis:
52% respondents said that price is equal to the posted website contract, 34% respondents said
that price is exactly equal to the posted website contract, 10% respondents remained neutral, 4%
respondents said that price is not exactly equal to the posted website contract, 0% respondents
said no.
Interpretation:
From the above table and graph it seems that majority of the respondents said that price is equal
to the posted website contract, some are not satisfied about the price posted in website contract.
Company has to seriously take care about the pricing strategies of their products in order to
satisfy the unsatisfied customers.
17
26
5
2
0
no of respondents
Exactly yes
yes
Neutral
not exactly
no

Page 37
6.) How satisfied were you with the representative’s responsiveness to answering your question?
A) Very satisfied B) satisfied
C) Neutral D) somewhat satisfied
E) Dissatisfied
Table -6
1 very satisfied 14 28%
2 Satisfied 35 70%
3 Neutral 0 0%
4 somewhat satisfied 1 2%
5 Dissatisfied 0 0%
Total 50 100%
Graph 6 – response
Analysis:
70% of respondents said that they are satisfied with representative’s response, 28% of
respondents said that they are very much satisfied with representative’s response, 2% of
respondents said that they are somewhat satisfied.
Interpretation:
From the above table and graph it seems that majority of the respondents are satisfied with
representative’s response and few said that somewhat satisfied.
Few respondents said that they are somewhat satisfied, so company has to make some
modifications in their way of responding to their customers.
14
35
0 1 0
no of respondents
very satisfied
Satisfied
Neutral
somewhat
satisfied
Dissatisfied

Page 38
7.) Please rate your overall satisfaction with this purchasing experience?
A) Very satisfied B) satisfied
C) Neutral D) somewhat dissatisfied
E) Dissatisfied
Table -7
Sol no choices
no of
respondents in %
1 very satisfied 12 24%
2 satisfied 31 62%
3 Neutral 7 14%
4 somewhat satisfied 0 0%
5 dissatisfied 0 0%
total 50 100%
Graph -7 – purchasing experience
Analysis:
62% of respondents said that they are satisfied with this purchasing experience, 24% of
respondents said that they are very much satisfied with this purchasing experience, 14% of
respondents managed to remain neutral with their purchasing experience.
Interpretation:
From the above table and graph, it seems that majority of the respondents are satisfied with this
purchasing experience, however few of the respondents said that they are neither satisfied nor
dissatisfied.
Company has to check the selling procedures in order to make those respondents satisfied.
12
31
7
0 0
no of respondents
very satisfied
satisfied
Neutral
somewhat
satisfied

Page 39
8.) What could this representative do to increase your satisfaction with similar purchases in the
future? Be specific on any areas of dissatisfaction, including problems with the website that you
may have encountered.
A) Price B) Nil
C) Service D) Quality
E) Response
Table-8
sol no choices no of choices in %
1 Price 10 20%
2 Nil 30 60%
3 Service 5 10%
4 Quality 2 4%
5 response 3 6%
Total 50 100%
Graph – 8- satisfaction
Data analysis:
60% of the respondents suggested that the company should improve in nothing, 20% of
respondents suggested that company should reduce the price, 10% of respondents suggested that
company should concentrate on service department, 6% of respondents suggested that company
should concentrate on the response to customer, 4% of respondents suggested that company
should concentrate on quality.
Interpretation:
From the above table and graph, it seems that majority of the respondents suggested the company
should improve on price and service.
Few of the respondents said that company should reduce prices, so company should take their
advice seriously and should work on it.
10
30
5
2 3
no of choices
Price
Nil
Service
Quality
response

Page 40
9.) How do you rate the product quality?
A) Excellent B) Good
C) Average D) can improve
E) Neutral
Table- 9
1 excellent 20 40%
2 Good 24 48%
3 average 4 8%
4 can improve 0 0%
5 neutral 2 4%
Total 50 100%
Graph – 9 – product quality
Analysis:
48% of respondents said that the product quality is good, 40% of respondents said that the
product quality is excellent, 8% of respondents said that product quality is average, 4% of
respondents remained neutral.
Interpretation:
From the above table and graph, it seems that majority of the respondents seems the product
quality is good and few said that product is average.
Company has to make some changes in specifications of products to satisfy those few customers
20
24
4
0
2
no of respondents
excellent
Good
average
can improve
neutral

Page 41
10.) Your feedback on cellular blocks?
A) Excellent B) good
C) Average D) can improve
E) neutral
Table - 10
Sol. No Choices no of respondents in %
1 Excellent 10 20%
2 Good 33 66%
3 Average 7 14%
4 can improve 0 0%
5 Neutral 0 0%
Total 50 100%
Graph 10 - Cellular blocks
Analysis:
66% of respondents seem to be the cellular blocks is good, 20% of respondents seems to be
cellular blocks is excellent, 14% of respondents seems to be cellular block is average.
Interpretation:
From the above table and graph, it seems that majority of the respondents say that cellular blocks
is good and few of customers say that cellular blocks is average.
Company can make some changes and modifications in cellular blocks to satisfy their remaining
customers
10
33
7
0 0
no of respondents
Excellent
Good
Average
can improve
Neutral

Page 42
11.) How professional is our company?
A) Extremely professional B) very professional
C) Moderately professional D) slightly professional
E) Not at all professional
Table - 11
Sol no choices
no of
respondents in %
1 extremely professional 4 8%
2 very professional 34 68%
3 moderately professional 12 24%
4 slightly professional 0 0%
5 not at all professional 0 0%
total 50 100%
Graph – 11 - professional
Analysis:
68% of respondents seem to be the company is very professional, 24% of respondents seems to
be the company is moderately professional, 8% of respondents seems to be the company is
extremely professional.
Interpretation:
From the above table and graph it seems that that majority of the respondents say that the
company is very professional and few of the respondents say the company is moderately
professional
Company has to make some necessary steps to change respondents opinions about the company
to be perfectly professional.
4
34
12
0 0
no of respondents
extremely
professional
very professional
moderately
professional

Page 43
12.) How convenient is our company to u?
A) Extremely convenient B) very convenient
C) Moderately convenient D) slightly convenient
E) Not at all convenient
Table 12
sol no Choices
no of
respondents in %
1 extremely convenient 9 18%
2 very convenient 23 46%
3
moderately
convenient 18 36%
4 slightly convenient 0 0%
5 not at all convenient 0 0%
50 100%
Graph 12 – convenient
Analysis:
46% of respondents seems to be the company is very convenient, 36% of respondents seems to
be the company is moderately convenient, 18% of respondents seems to the company is
extremely convenient.
Interpretation:
From the above table and graph, we came to know that majority of the respondents seems to be
the company is very convenient and few respondents said the company is moderately convenient.
Company has to make easier in selling process to be more convenient to those customers.
9
23
18
0 0
no of respondents
extremely
convenient
very convenient
moderately
convenient
slightly
convenient

Page 44
13.) How well do you feel that our company understands your need?
A) Extremely well B) quite well
C) Moderately well D) slightly well
E) Not at all well
Table 13
sol no Choices no of respondents in %
1 extremely well 7 14%
2 quite well 33 66%
3 moderately well 8 16%
4 slightly well 2 4%
5 not at all well 0 0%
Total 50 100%
Graph 13 – Needs
Analysis:
66% of respondents seem to be the company understands our needs quite well, 16% of
respondents seems to be the company understands their needs moderately well, 14% of
respondents seems to be the company understands their needs extremely well, 4% of respondents
seems to be the company understands their needs slightly well.
Interpretation:
From the above table and graph, we came to know that majority of the respondents seem to be
the company understands their needs quite well and some respondents said that company
understands moderately well.
Company has to improve its R&D department to understand Customers needs and wants.
7
33
8
2
0
no of respondents
extremely well
quite well
moderately well
slightly well
not at all well

Page 45
14.) Compared to our competitors, is our product quality better, worse or about the same?
A) Quite a bit better B) About the same
C) Somewhat worse D) quite a bit worse
E) Don’t know
Table 14
sol no choices no of respondents in %
1 quite a bit better 27 54%
2 about the same 15 30%
3 somewhat worse 4 8%
4 quite a bit worse 1 2%
5 don't know 3 6%
Total 50 100%
Graph 14 – Competitors
Analysis:
54% of the respondents seem to be the product quality is quite better than their competitors, 30%
of their respondents seem to be the product quality is same to their competitors, 8% respondents
seem to be the product quality is somewhat worse than their competitors 6% of respondents
seem don’t know about the difference of product quality of their competitors. 2% respondents
seem to be product quality is a quite a bit worse than their competitors.
Interpretation:
From the above table and graph, it seems to be that majority of the respondents prefer product
quality is quite better than their competitors and few of the respondents said that quality is bit
worse from their competitors.
Few of the respondents said that quality is bit worse from their competitors, so company has to
check the quality measures to improve the quality of their products.
2715
4
1 3
no of respondents
quite a bit better
about the same
somewhat worse
quite a bit worse
don't know

Page 46
15.) Compared to our competitors, are our prices higher, lower or about the same?
A) A great deal higher B) Somewhat higher
C) About the same D) somewhat lower
E) A great deal lower
Table 15
1 a great deal higher 18 36%
2 somewhat higher 22 44%
3 about the same 10 20%
4 somewhat lower 0 0%
5 a great deal higher 0 0%
total 50 100%
Graph 15 – comparison of Competitors price
Analysis:
44% of respondents seem to be prices are a somewhat higher than their competitors, 36% of
respondents seem to be prices are a great deal higher than their competitors, 20% of respondents
seem to be prices are same when compared to their competitors.
Interpretation:
the prices are a somewhat higher than their competitors, and few respondents said the prices are
same.
Company has to take appropriate steps to reduce the prices of their products and should be
effective to face the competition from their competitors.
18
22
10
0 0
no of respondents
a great deal higher
somewhat higher
about the same
somewhat lower
a great deal higher

Page 47
16.) Overall, how responsive have we been to your questions or concerns about our product?
A) Extremely responsive B) quite responsive
C) Moderately responsive D) slightly responsive
E) Not at all responsive
Table 16
1 Extremely responsive 11 22%
2 quite responsive 27 54%
3 moderately responsive 8 16%
4 slightly responsive 4 8%
5 not at all responsive 0 0%
Total 50 100%
Graph 16 – Questions and concerns
Analysis:
54% of respondents seem to be the company is quite responsive for their questions about the
product, 22% of respondents seem to be company is extremely responsive for their questions
about the product, 16% of respondents seem to be the company is moderately responsive for
their questions about the product, 8% of respondents seem to be company is slightly responsive
for their questions about the product.
Interpretation:
From the above table and graph, we came to know that majority of the respondents seems
company is quite responsive for their questions about the product, and few respondents said that
company is moderately and slightly responsive.
Company has to be more open to the Customers questions and should try to give reasonable
answers for their questions.
11
27
8
4
0
no of respondents
Extremely
responsive
quite responsive
moderately
responsive

Page 48
17.) Overall, are you satisfied with the transport facility provided by the company?
A) Extremely satisfied B) slightly satisfied
C) Neutral D) slightly dissatisfied
E) Extremely dissatisfied
Table 17
1 extremely satisfied 15 30%
2 slightly satisfied 33 66%
3 Neutral 2 4%
4 slightly dissatisfied 0 0%
5 extremely dissatisfied 0 0%
Total 50 100%
Graph 17 – Transport facility
Analysis:
66% of respondents seem to be they are slightly satisfied with the transport facility provided by
the company, 30% of respondents seem to be they are extremely satisfied with the transport
facility provided by the company, 4% of respondents seem to remain neutral.
Interpretation:
they are slightly satisfied with the company’s transport facility and few respondents said that
they are not fully satisfied with the transport facility.
Company has to make the deliver the products to their customers in time, to satisfy the
customers.
15
33
2
0 0
no of respondents
extremely
satisfied
slightly satisfied
Neutral
slightly
dissatisfied

Page 49
18.) Do you like our company?
A) Like a great deal B) like a little
C) Neutral D) dislike a little
E) Dislike a great deal
Table 18
sol no choices
no of
respondents in %
1 like a great deal 22 44%
2 like a little 23 46%
3 neutral 5 10%
4 dislike a little 0 0%
5 dislike a great deal 0 0%
Total 50 100%
Graph 18 – Like a company
Analysis:
46% of respondents seem to like a company a little, 44% of respondents seem to like company a
great deal, 10% of respondents seem to neither like nor dislike the company.
Interpretation:
From the above table and graph, we came to know that majority of the respondents seem to like a
company a little and few respondents managed to remain neutral.
Company has to identify the problems faced by the customers and should try to solve those
problems.
22
23
5
0 0
no of respondents
like a great deal
like a little
neutral
dislike a little
dislike a great deal

Page 50
19.) How well did our customer service representative answer your question or solve your
problem?
C) Neutral C) slightly well
E) Not at all well
Table 19
sol no choices
no of
respondents in%
1 extremely well 17 34%
2 quite well 27 54%
3 neutral 6 12%
Total 50 100%
Graph 19 – Service representative
Analysis:
54% of respondents said that customer service representative answered their question quite well,
34% of respondents said that customer service representative answered extremely well, 12% of
respondents remained neutral.
Interpretation:
From the above table and graph, we came to know that majority of the respondents said that
customer service representative answered quite well and few respondents managed to stay
neutral.
Company has to train their representatives well, so that they can improve customer satisfaction
towards the products of company.
17
27
6
0 0
no of respondents
extremely well
quite well
neutral
slightly well
not at all well

Page 51
20.) How likely is that you would recommend this company to a friend or colleague?
C) Neutral D) slightly well
E) Not at all well
Table 20 –
Sol no choices
no of
respondents in %
1 Extremely well 27 54%
2 quite well 20 40%
3 neutral 0 0%
total 50 100%
Graph 20 – Recommend
Analysis:
54% of respondents prefer to recommend the company extremely well to a friend or colleague,
40% of respondents prefer to recommend the company quite well to a friend or colleague, 6% of
respondents prefer to recommend the company slightly well to a friend or colleague.
Interpretation:
From the above table and graph, we came to know that majority of the respondents prefer to
recommend extremely well to their friend and few said that they slightly recommend to their
friends or colleague.
Company has to try to satisfy those customers with attractive offers with their purchase.
27
20
0
3
0
no of respondents
Extremely well
quite well
neutral
slightly well
not at all well

Page 52
Chapter 5
Summary of findings,
Suggestions /recommendations and
Conclusion

Page 53
Findings:
1. Majority of the respondents came to know about the company from their
colleagues/friends.
2. Majority of the respondents have met their specifications, and some respondents have
met few of their specifications.
3. Majority of the customers said that company delivered nearer to the time and few of
the respondents said that company did not deliver in time.
4. Majority of the respondents said that price on the purchase order reflected the same
and few of the respondents said neither reflected same price nor not reflected.
5. Majority of the respondents said that the price is equal to the posted website contract;
however few said price is not equal to the posted website contract.
6. Most of the respondents are satisfied with response from representatives and very few
said they are somewhat satisfied.
7. Majority of the respondents are satisfied with their buying experience with the
company, and some of the respondents are neither satisfied nor dissatisfied with their
purchasing experience.
8. Majority of the respondents are satisfied with overall experience with the company
and few of the respondents suggested the company to maintain the quality in the same
way.
9. Most of the respondents are happy with the quality of the products and few of the
respondents said that quality is average.
10. Most of the respondents said that quality of company’s cellular blocks are good and
some of the respondents said that quality is average.
11. Majority of the respondents said that company is very professional and few of the
respondents said its moderately professional.

Page 54
12. Most of the respondents said that company is very convenient and few of the
respondents said that company is moderately convenient.
13. Most of the respondents opinion are company understands their needs quite well and
few of the respondents opinions are company understands moderately and slightly
well.
14. Majority of the respondents said that quality of the company’s products is quite better
than competitors, and few of the respondents said that quality is bit worse than their
competitors.
15. Most of the respondents said that prices are higher than their competitors and few said
that prices are same to their competitors.
16. Most of the customers said that the company is quite responsive for their questions
and few of the respondents said that company is slightly responsive for their
questions about the product.
17. Most of the customers are satisfied with the transport facility provided by the
company and few customers are neither satisfied nor dissatisfied.
18. Most of the respondents like a company a little and few of the respondents neither
like nor dislike the company.
19. Most of the respondents said that customer service representative answered quietly
well to their questions and some of the respondents remained neutral.
20. Most of the respondents prefer to recommend the company extremely well to their
friends or colleague however few of the respondents prefer to recommend slightly
well to their friends or colleagues.

Page 55
Suggestionsand recommendations:
1) Company has to look into such sources to attract new customers and make them
effective.
2) Company has to identify the problems of such not satisfied customers and try to satisfy
them.
3) Company has to take some extra measure to make their products reach in time to such
customers.
4) Some of the respondents said that price neither remained same nor reflected, so
management has to have a look on the price factors regarding their product.
5) Company has to seriously take care about the pricing strategies of their products in order
to satisfy the unsatisfied customers.
6) Few respondents said that they are somewhat satisfied, so company has to make some
modifications in their way of responding to their customers.
7) Company has to check the selling procedures in order to make those respondents
satisfied.
8) Few of the respondents said that company should reduce prices, so company should take
their advice seriously and should work on it.
9) Company has to make some changes in specifications of products to satisfy those few
customers
10) Company can make some changes and modifications in cellular blocks to satisfy their
remaining customers
11) Company has to take some necessary steps to change respondents opinions about the
company to be perfectly professional.
12) Company has to make more easier in selling process to be more convenient to those
customers.

Page 56
13) Company has to improve its R&D department to understand customers’ needs and wants.
14) Few of the respondents said that quality is bit worse from their competitors, so company
has to check the quality measures to improve the quality of their products.
15) Company has to take appropriate steps to reduce the prices of their products and should
be effective to face the competition from their competitors.
16) Company has to be more open to the customers questions and should try to give
reasonable answers for their questions.
17) Company has to make the deliver the products to their customers in time, to satisfy the
customers.
18) Company has to identify the problems faced by the customers and should try to solve
those problems.
19) Company has to train their representatives well, so that they can improve customer
satisfaction towards the products of company.
20) Company has to try to satisfy those customers with attractive offers with their purchase.

Page 57
Conclusion:

Page 58
It was a wonderful experience for me to work with APCO CONCRETE BLOCKS & ALLIED
PRODUCTS LTD, from the project I learnt about the marketing tactics used by APCO concrete
blocks & allied products.
APCO concrete blocks & allied products is a reputed organization which has developed
its goodwill in the market to compete with other good doing companies. It has adopted modern
technology in the production process and it is doing better marketing compared with others.
Company has to increase the rate of commission payable to its agents or dealers or
retailers.
To survive in the market the company needs to adapt an aggressive marketing policy as of
competitors.
Last but not the least I would like to conclude APCOs concrete blocks & allied products
as good organization to work as well as to interact with people. All the workers and members of
the union nicely motivated me. The APCO Company’s employees, manager and my guide co-
operated and supported me in everything which made to successfully complete my project work
with all the support and guidance.

Page 59
Bibliography

Page 60
Author name: Dr. Heather J. Brown, publication: Research Compilation: Past, Present and
Future, Date: August 2013, place: Middle Tennessee State University.
Author name: Ahmed F omran, Publication: cement and concrete research,
Date: September 2013, Place: New Delhi
Author name: Carlos Ruiz, Publication: International Journal of Emerging Research in
Management &Technology Date: Feb 2013, ISSN: 2278-9359
Author name: jemsbd1, Publication: International Conference on Economics, Business and
Management, Date: 2010, Place: Manila, Philippines
Author name: George, Publication: Global Strategic Industry Report,
Date: May 7 2013
Author name: Benedict, Publication: Fundamental of business,
Date: 2 March 2013
Author name: Nancy Wagner, Publication: concrete marketing strategies
Date: 6 Feb 2011
Author name: CW group, Publication: Angola cement market report, Date: July 2013
Place: New York
Author name: Alberto Salvo Publication: Managerial economic and strategy, Date: Feb
2007, Place: Brazil

Page 61
Author name: Sylvester Beiger, Publication: Cartel in the Indian Cement Industry,
Date: March 23 2012, Place: New York.
Webilography:
http://www.sciencedirect.com/science/article/pii/S0008884614001203 Retrieved on April- 26
2014
http://www.journals.elsevier.com/cement-and-concrete-research/recent-articles/ Retrieved
on April 20-2014
http://www.arpapress.com/volumes/vol8issue1/ijrras_8_1_08.pdf Retrieved on
April 2o-2 014
https://elearning.just.edu.jo/jjce/issues/paper.php?p=2574.pdf Retrieved on May 1.2014
http://www.nbmcw.com/articles/concrete/4993-interlocking-concrete-paver-blocks.html
Retrieved on May 1.2014
http://www.euresp-
plus.net/sites/default/files/uploads/Manufactured%20concrete%20products%20case%20st
udy.pdf Retrieved on May 7.2014
http://www.marketresearch.com/Supplier-Relations-US-LLC-v3418/Concrete-Block-Brick-
Manufacturing-International-7911019/ Retrieved on May 7.2014
http://www.isca.in/IJES/Archive/v1i1/12.ISCA-JEngS-2012-019.pdf Retrieved on
May 7.2014
http://services.eng.uts.edu.au/~ravir/Sawdust%20Concrete.pdf May 10.2014
http://www.ijser.org/researchpaper%5CProperties-of-Aerated-Foamed-Concrete-
Blocks.pdf May 10.2014
www.google.co.in/webhp?source=search
http://www.apcoblocks.com/

Page 62
Annexure

Page 63
Customer survey questionnaire
Name: Qualification:
Age: Name of the company:
Gender: Experience:
Designation:
1. How did you contact the representative? __________________
__________________
2. To what extent did the product that you ordered meet the specifications on the
Purchase Order?
Met all of my specifications
Met most of my specifications
Met some of my specifications
Met a few of my specifications
Met none of my specifications
3. Was the product delivered to you within the timeframe in the Contract and on
your Purchase Order?
Yes
Nearer to the time
No
Not exactly
Not sure

Page 64
4. Did the invoice for this purchase correctly reflect the price on the Purchase
Order?
Exactly yes
Yes
Neutral
Not exactly
No
5. Was the invoiced price equal to or better than the posted website contract
price?
Exactly yes
Yes
Neutral
Not exactly
No
6. How satisfied were you with the representative’s responsiveness to answering
your questions?
Very satisfied
Satisfied
Neutral / neither satisfied nor dissatisfied
Somewhat dissatisfied
Dissatisfied
7. Please rate your overall satisfaction with this purchasing experience:
Very satisfied
Satisfied
Neutral / neither satisfied nor dissatisfied
Somewhat dissatisfied
Dissatisfied

Page 65
8. What could this representative do to increase your satisfaction with similar
purchases in the future? Be specific on any areas of dissatisfaction, including
problems with the website that you may have encountered. Use extra space, if
necessary.*
_________________________________________________________________
9. How do you rate our product quality?
Excellent
Good
Average
Can improve
Nuetral
10. Your feedback on cellular blocks :
Excellent
Good
Average
Can improve
Nuetral
11. How professional is our company?
Extremely professional
Very professional
Moderately professional
Slightly professional
Not at all professional

Page 66
12. How convenient is our company to use?
Extremely convenient
Very convenient
Moderately convenient
Slightly convenient
Not at all convenient
13. How well do you feel that our company understands your needs?
Extremely well
Quite well
Moderately well
Slightly well
Not at all well
14. Compared to our competitors, is our product quality better, worse, or about the same?
Quite a bit better
About the same
Somewhat worse
Quite a bit worse
Don't know
15. Compared to our competitors, are our prices higher, lower, or about the same?
A great deal higher
Somewhat higher
About the same
Somewhat lower
A great deal lower

Page 67
16. Overall, how responsive have we been to your questions or concerns about our
product?
Extremely responsive
Quite responsive
Moderately responsive
Slightly responsive
Not at all responsive
17. Overall, are you satisfied with the transport facility provided by the company?
Extremely satisfied
Slightly satisfied
Neither satisfied nor dissatisfied
Slightly dissatisfied
Extremely dissatisfied
18. Do you like our company?
Like a great deal
Like a little
Neither like nor dislike
Dislike a little
Dislike a great deal
19. How well did our customer service representative answer your question or solve your
problem?
Extremely well
Quite well
Neither well nor well
Slightly well
Not at all well

Page 68
20. How likely is it that you would recommend this company to a friend or colleague?
Extremely well
Quite well
Neither well nor well
Slightly well
Not at all well

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