The document summarizes survey findings from South Delhi between January 30th and March 2nd. It finds that: 1) A total of 8724 individuals were contacted across 47 villages, of which 3948 participated in games like arm wrestling and puzzles. 2) Ambuja and UltraTech were the most preferred cement brands among masons. 3) 11 construction sites out of 133 visited used JK Lakshmi cement, and 34 customers would switch to it. 4) A total of 184 shops were visited, with 20 retailers and 164 dealers. 82 retailers/dealers showed interest in a JK Lakshmi dealership.

1. Summary Report
SOUTH DELHI
30/01/2013 to 2/3/2013

2. Days of Nos. of villages Total nos. of Game Total Nos. of
Working covered individual Conducted individual
contacted participated in
games
185 47 8724 Arm Wrestling 3948
, Puzzles & Quiz
Activity 23 % of the total number of
individual contacted
Total Nos. of individual participated in the games.
3948 contacted
8724 Total Nos. of individual
played games

3. Total Number of Nos. of Mason contacted Nos. of mason with contact
location/inspected areas numbers
41 159 138
Total number of mason contacted during the inspection site were 459.
Out of 459,total number of mason which are into direct contact with the
Dealer/retailers are 363.
Association process with these masons should be initiated ASAP.
Cement Brand Nos. of Mason preferred the brand
Ambuja 36
UltraTeck 9
Shriultra 21
Binani 13
Shriram
JK lakshmi 14
Jangrodhak 17
Birla Cement
Bangur 1
ACC 12
JK 1
Rockstrong 6
Neutral 1
Wonder cement 9
Samrat

4. Number Ambuja
UltraTeck
1
9
Shriultra
6
36 Binani
17 JK lakshmi
Bangur
1
ACC
12 9 JK
Jangrodhak
1
14 Rockstrong
21
13 Neutral
Wonder cement
Ambuja and Ultra Tech are the most preferred brand from Mason to be used in construction
activity. Jk lakshmi was preferred by only 30 masons.
Reasons for less attention:
Less Dealer network.
Less Branding and Positioning.
In some areas the price factor also effects the sale .

5. Brand Nos. of construction sites using the brand
Ambuja 45
UltraTeck 8
Total number of villages
Shriultra 16
visited were-41
Binani 17
JK lakshmi 11
Total number of
Jangrodhak 15
construction site visited-133
Birla Cement 1
Bangur 1
Number of brands used by
ACC 9
the owner-12
Rockstrong 3
Neutral 3
Wonder cement 6

6. Nos. of villages Nos. of construction Consumer who are Consumer who Consumer who Consumer who can
visited sites visited using JK lakshmi can/wants to switch wants to remain take any cement
cement to JK lakshmi with their existing
cement brand
41 133 11 34 100 01
133
Consumer who are using JK
1 lakshmi cement
11
Consumer who can/wants to
switch to JK lakshmi cement
34
Consumer who wants to
remain with their existing
brand
100
Consumer who can take any
cement

7. Nos. of construction sites using Wants to convert into JK lakshmi
Brand the brand cement customer % of converstion posibilty
Ambuja 45 10 22
UltraTeck 8 0 0
Shriultra 16 5 31
Binani 17 1 6
JK lakshmi 11 0
Jangrodhak 15 1 7
Birla Cement 1 0
Bangur 1 0
ACC 9 3 33
Rockstrong 3 1 33
Neutral 3 2 67
Wonder cement 6 3 50

8. Total Numer of shops visited Total number of retailers Total number of Dealers
184 20 164
The number of retailers and distributors are based upon the
sales figure and the source of purchase.
The sale of retailers are in between 100-500 bags.
The retailers can buy product fro any of the dealers and the
other shops in market as the margin factor and price of the
product are very important for them.
Mason and Contactor are into direct link with the retailers
They also belongs to the local community , so their network
is very strong.

9. 77
80
70
60
50
40 32 28
26
30
11 Nos. of Dealers
20 10
10
0
Bag Sales

10. Nos. of Retailers/dealers
interested in taking
Total Numer of shops visited Total number of retailers Total number of Dealers dealership
184 20 164 82
Total number of shops visited-184.
Total number of Retailers/Dealers shows interest in taking Dealership
of JK lakshmi cement-82.
The dealers/Retailers interested in taking dealership are into the
cement trade.