PROJECT REPORT

Marketing strategy of Commodity Chemicals Phthalic Anhydride of Thirumalai Chemicals Limited

BY Abhijeet Kumar Bimal

PROJECT REPORT
ON MARKETIN STRATEGY OF COMMODITY CHEMICAL PHTHALIC ANHYDRIDE OF THIRUMALAI CHEMICALS LIMITED

Submitted To

Business School of Delhi, Greater Noida -201306 Which is carried out Thirumalai Chemical Limited, New Delhi Under the Guidance of External Guide Mr. Ramesh Kumar Marketing Head India Thirumalai Chemicals Limited Internal Guide Dr. Ather Ali Director Business School Of Delhi

Submitted by Abhijeet Kumar Bimal PGDM (2009-11)

STUDENTS

DECLARATION

I here declare that the project report Title Marketing Strategy of Commodity Chemical Phthalic Anhydride of Thirumalai Chemicals Limited, conducted at Thirumalai Chemicals Ltd. New Delhi. Under the guidance of Mr. Ramesh Kumar (Marketing Head- India) Submitted in partial fulfillment of the requirement of the diploma of

POST GRADUATE DIPLOMA IN MANAGEMENT (AICTE APPROVED) TO BUSINESS SCHOOL OF DELHI, GREATOR NOIDA

is my original work and the same has not been submitted of the award of any other degree/diploma/fellowship or other similar titles or prizes.

Place :- New Delhi

Abhijeet Kumar Bimal

Date:-

Acknowledgement

I am very grateful to Thirumalai Chemicals Ltd. For providing me chance of learning in real market. This project helped me lot in understanding about the planning and execution of marketing activities for sailing the commodity chemicals in domestic market. This project really widened my horizons of knowledge. I am overwhelmed with profound sense of gratitude to my guide Mr. Ramesh Kumar, Marketing Head- India, Thirumalai Chemicals Ltd. New Delhi. For his inspiring guidance, helpful suggestion, persistent encouragement as well as close and constant supervision during my project work. I would also like to thank those entire respondents who provided me information needed for completion of my project and all employee of TCL, New Delhi. I am grateful to Dr. Ather Ali &my entire faculty for providing their constant support and guidance. It is my pleasure to acknowledge, affection, inspiration and cordial cooperation rendered by my colleagues. I owe great deal of love to my friendsAwaneet, Chanda&Sonu for their blessing and content moral support.

Abhijeet KumarBimal

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Executive Summary
Chemical substances are everywhere. All matter on earth is made of some chemical, even life originate from some chemical. We use the chemical in our everyday life and somehow every manufacturing industry uses chemicals. Any Country development is highly depending on chemical Industry. THIRUMALAI CHEMICALS LIMITED is one of the oldest producers of Phthalic Anhydride in India; it started production of PAN in 1976. As PAN is made by petroleum product Naphtha so TCL is a Petro-chemical Company. On the basis of production capacity TCL has largest capacity of 144000 MT per year. The usage PAN are very wide they are used in Plasticizers industry, Paints industry, UPR industry, Pharma, Pigments and Dyes industry etc. Marketing of Thirumalai Chemicals Ltd. is based on three main factors of chemicals namely Quality, Price and Delivery. Quality is one of the prime factors which are considered by customer. As it is a commodity Chemical therefore in commodity market it sold on chemical specification. Its market is very different from FMCG or consumer markets were the product quality considered on Brand name or advertisement. So TCL on the quality basis provide international standard of PAN and invest lesser amount on advertisement. TCL price is also low compare to others because of TCL strength of manufacturing they have advantage of economic scale. TCL delivered the product all over the India as well as world with their huge network. TCL along with PAN they also produced Maleic Anhydride and Food Chemical which give strong image in market. The profit is always positive of TCL but in year 2008-09 the profit goes down to negative because of world recession. The future growth in demand of PAN is very positive; and the competition is also very tough. Other big players are also in the market to fight with the TCL by increasing production capacity & decreasing price. But TCL prepare for it and they know that in todays world, Survival of bigger is no guarantee today but survival of fastest is a big yes.

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Synopsis

Topic: Marketing strategy of Commodity Chemical Phthalic Anhydride of TCL

Objective: To Know the Customer Satisfaction and Future demand of PAN

Surveyors Name: Abhijeet Kumar Bimal Area of Survey:New Delhi, Faridabad & Gurgaon. Type of Research: Descriptive Sample Unit: Companyand Dealer. Sample size: 11

IV

INDEX

1. INTRODUCTION

1.1About Company Thirumalai Chemicals Limited(TCL)

Itis one of the established chemicals company in India. It is a Public company which is listed in both Bombay stock exchange as well as National Stock Exchange. It started production of Phthalic Anhydride in 1976 in Ranipet, in South India. Since then, it has grown into a diverse and respected enterprise, rapidly expanding into the manufacture of many other critical Industrial Chemicals. There are some other sisters company of Thirumalai Chemicals Limited which are TCLIndustries(M) Sdn.Bhd.Malaysia,Chemidye Manufacturing Company Private Limited(CMC) India , Ultramarine & Pigments Limited(UPL) India , LapizIndia.

TCL Industries (Malaysia) Sdn.Bhd.(TCLIM),Malaysia

It is associate company of Thirumalai Group.In 1996 this company starts production of Maleic Anhydride with the capacity of 35000 Ton per annum (TPA).Know TCL,India imports Maleic Anhydride from this company.

Chemidye Manufacturing Co.Pvt.Ltd(CMC),India

Chemidye Trading Company, the first company started in 1946, by the founders of the Group started a unit at Ranipet, Tamilnadu, in 1980 to manufacture Plasticizers and changed its name to Chemidye Manufacturing Company. Currently it manufactures two major products, Di-ethyl Phthalate, andPhthalimide.

Ultramarine & Pigments Limited (UPL), India

The first manufacturing unit set up by our founders, in Chennai, Tamilnadu, in 1963, to produce various grades of Ultramarine Blue for Laundry as well as Industrial purposes, in partnership with Bayer AG. Today it is one of the largest Pigment and Surfactant

manufacturing companies in the world servicing prominent Polymer, Personal Care,

Specialties, Cosmetic companies worldwide.

Lapiz, India
LapizDivisions, set up by Ultramarine & Pigments Limited in 1999 offers Business Process Outsourcing facility for US and UK markets.

TCL Research India

TCL, with its extensive experience for over three decades in applied research, laboratory-scale synthesis, and development of effective manufacturing process, set up TCL Research in 2005. TCL Research offers research services to Pharma, Cosmetic and Intermediates Companies in Europe and the USA, in Custom Synthesis, Product Development, Process Development, Scale-up and small volume manufacturing.

1.2
Type

PROFILE OF COMPANY
Thirumalai Chemicals Limited Public Limited company Commodity Chemicals, Specialty & Fine Chemicals 1975 101,Sion-Matunga Estate,S.No.6,Mumbai-400022 25-B,Sipcot Industrial Complex, Ranipet, Tamil Nadu-632403 Mr. S. Sridhar ,(Chairman & Managing Director) Mr. R. Parthasarathy (Vice Chairman & Managing Director) Phthalic Anhydride , Maleic Anhydride, Malic Acid, Tartaric Acid , Fumaric Acid ,Succinic Acid, Succinic Anhydride, Maleic Acid Mumbai (BSE) and National Stock Exchange (NSE) 500412 TIRUMALCHM INE 338A01016 TCL Industries (M) Sdn.Bhd.Malaysia Ultramarine & Pigments Limited ,India Chemidye Manufacturing Company private Limited ,India Lapis Digital services , India TCL Research ,India Lapiz Technical Services ,India

Name of Company

Industry Founded Corporate office Factory Key People

Products

Listing on Stock Exchanges BSE Stock code NSE Stock code ISIN No: Associate companies

1.3 1945 1960 1973 1975 1981 1985 1988 1989 1991 1996 1997 1999 2001 2002 2003 2004 2006

HISTORY
Chemidye- Exclusive agents in India for Basf ,Bayer, Honeywell, Atlas , Chemapol. Ultramarine- joint venture with Bayer for Pigment In India. Ultramarine Surfactants, Detergents, LABSA. Thirumalai Chemicals Ltd (TCL)- Phthalic Anhydride 6000 TPA Petrochemical Terminal at Chennai Port, India. Plastic packaging plant at Chennai, India. Second Phthalic Anhydride Plant (21000 TPA) Maleic Anhydride (1000TPA) from effluent gases of Phthalic Anhydride. R&D labs for Food & Beverage ingredients. Phthalic Anhydride capacity expanded to 26000 TPA. Chemidye-DEP,DMP Second Maleic Anhydride plant (10000TPA). Installed a fine Chemical Plant for Food Acids. TCL Industries, Malaysia starts Maleic Anhydride production (35000 TPA). Phthalic Anhydride (90000 TPA) ,Fumaric Acid (14000 TPA) ,Malic Acid (8000 TPA) in India. Start up of Lapiz Digital Services in India offshore back office processing service for the U.S. & U.K. markets. Ultramarine Alpha Olefin Sulfonate& Bismuth Vanadate Yellow. Ultramarine Ultramarine Violet Yellow Expansion of Maleic Anhydride capacity to (26000 TPA) in India Startup of Phthalimides. Biotech Chiral Synthesis Project Startup of a semi-commercial plant for a specific chiral molecule.

1.4 MISSION OF TCL

TCL aims to be a leader in all its businesses. We will achieve this by providing the highest quality of products and services to our customers, that meet or exceed their expectation and by working with a sense of responsibility to the community and the environment.

1.5 BUSINESS VISION OF TCL

Thirumalai Chemicals has plans for a major growth in its Specialty Chemical business through JVs with European/US Specialty Chemicals companies ad by building and managing cost effective manufacturing facilities in India to meet the partners growth plans in their existing world market and in the emerging markets in India and rest of Asia. The Specialty Chemical businesses proposed are Plastic & Elastomer Additives, Food Additives, Cosmetic Additives,Polymer Additives & Special Functional Products and Specialty Chemicals/Fine Chemicals based on Phthalic Anhydride, Maleic Anhydride & Succinic Anhydride which is TCLs key products.

1.6 PRODUCTS OVERVIEW

TCL products/chemicals raw material is obtained from crude oil or petroleum so TCL is a Petrochemicals Company. TCL produce many types of industrial chemicals like Phthalic Anhydride, Maleic Anhydride, Malic Acid, Fumaric Acid, DL & L+ Tartaric Acid, Maleic Acid,Succinic Acid, Succinic Anhydride etc.

1.7 Industries Served Paper Powder coating Agrochemicals Plasticizers Pharma Intermediates Unsaturated Polyester Resins Esters Paints Textile & Leather Detergent Bulk drugs Personal Care & Cosmetics Adhesives 1.8 A few of TCL customers Polymer additives Rubber chemicals Leather chemicals Food Beverage & Confectioneries Bakery goods Feed Construction materials Metal Cleaning Electroplating Water treatment Intermediates Flavors & Fragrances Pigments & Dyes

1.9 Phthalic Anhydride

Chemical formula C6H4(CO)2O It is the one of the major product of TCL. It is made up by aerial oxidation of ortho-Xylene in presence of catalyst.

C6H4(CH3)2 + 3O2 C6H4(CO)2O + 3H2O

Specification: Characteristics Appearance Purity,Wt.% (Gas Chromatography) Maleic Anhydride Wt.% Solidification Point, Deg.C Melt Colour,APHA Heat Stability,APHA Guaranteed White Flakes Min. 99.8 Max Min. Max. Max. 0.05 130.8 20 50 Typical 99.9 0.02 130.8 10 30

Packaging: 1.HDPF Laminated Bags-25 Kg 2.Bulk Bags 1000/750/600/500 Kg TCL started commercial production of Phthalic Anhydride in 1976, with a capacity of 6,000 Mts under License from Wacker GmbH, Germany. Since then the capacity has been steadily increased to 145,000 mts. to meet the market demand.

 Applications: In the production of In Paints: It is use in production of Enamel Paints, Alkyd resin Paint, and Decorative Paint. In Unsaturated polyester Resin (UPR), which are used to produce fiberglass-reinforced resins In Plasticizers and DEP,DMP In Dyes like Anthraquinone, Phthalocyanine, etc.-used in the manufacture of textile and printing inks In Pu-Adhesive In pharmacy In Phthalonitrile / Pthalimide for insecticides

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2.

Research Methodology

2.1 Research Objective

To take the feedback of customer to know that Buying behavior of the Customer Customer satisfaction towards the Thirumalai Chemicals Limited Sources of Phthalic anhydride loyalty towards the Thirumalai Chemicals Limited know the future demand of the Phthalic Anhydride

2.2 Type of Research

Descriptive Research: - To describe what is prevalent regarding Customer.

2.3 Inquiry Mode

The Structural Approach

2.4 Methods and tools of data collection

Secondary Data:- to find out the customer name and address we collect data from company office Profit and Sales records are collected by company website & other required information collected by internet, books etc. Primary Data:- to know the customer feedback I use the Questioner tool which is consists of both open ended question as well as closed question and I went to the Customer door to door.

2.5 Sampling Plan Type of Sampling

Convenience Sampling:- I find out the customers address in NCR region from the customers list of TCL as making survey at NCR is convenient for me.

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2.6 Sampling Frame

Customers established in Delhi, Faridabad, Gurgaon.

2.7 Sampling Unit:Company or Dealer

2.8 Sample Size :Companies:-8 Dealers:-3 Total:- 11

2.9 Analytical Tools

Use of SPSS and Excel software and apply the statistical tools like mean, frequency, percentage along with graphical representation.

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3. Results and Analysis of Survey

3.1 Nature of Response
When I am doing the survey, I got different type of response situation. Somewhere the responders are available and they filled the questionnaire, somewhere the responders are available but they do not responded, at somewhere the responders are not available and somewhere the address of customers are not found.
Statistics Nature of Response N Valid Missing 11 0

Nature of Response Frequency Valid Available & Responded Available & Do Not Responded Not available Not Found Total 5 2 2 2 11 Percent 45.5 18.2 18.2 18.2 100.0 Valid Percent 45.5 18.2 18.2 18.2 100.0 Cumulative Percent 45.5 63.6 81.8 100.0

Nature of Response
Available & Rsponded 18% 46% 18% 18% Available & Do Not Rsponded Not Avalable Not Found

Exhibit 1: showing the result of Survey Response Nature.

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Exhibit 1 show in Survey of 11 customers following results are found out:The total Percentage of Customers which are Available & responded is 45.5% and their numbers are 5. The total percentage of customers which are Available & Do not Responded is 18.2 % and their numbers are 2. The total percentage of customers which are Not Available is 18.2 % and their numbers are 2. The total percentage of customers which are Not Found is 18.2 % and their numbers are 2.

3.2 Current Buyer of Phthalic Anhydride To know the customer profile I asked him firstly, are they are user or buyer of Phthalic Anhydride or Not
Statistics Current Buyer Of Phthalic Anhydride N Valid Missing 5 6

Current Buyer Of Phthalic Anhydride

Frequency Valid Missing Total Yes System 5 6 11

Percent 45.5 54.5 100.0

Valid Percent 100.0

Cumulative Percent 100.0

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Current Buyer of Phthalic Anhydride

45.5% 55.5%

Yes Missing

Exhibit 2: showing the current Buyer status of customers

Exhibit 2 showing that the in total survey, 45.5 % customers are currently buying Phthalic Anhydride and rest 54.5 % customer feedback are missing.

3.3 Usage of Phthalic Anhydride To know the purpose of buying PAN, I asked the usage of PAN to the customer.As itindicatesthat which segment has more demand of PAN.
Statistics Usage of Phthalic Anhydride N Valid Missing 5 6

Usage of Phthalic Anhydride Frequency Valid UPR Paints Omitted Total Missing Total System 3 1 1 5 6 11 Percent 27.3 9.1 9.1 45.5 54.5 100.0 Valid Percent 60.0 20.0 20.0 100.0 Cumulative Percent 60.0 80.0 100.0

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Usage of Phthalic Anhydride

Usage of Phthalic Anhydride

60%

27.3%

UPR Paint

20%

54.5%

Omitted 9.1% 9.1% UPR Paint Missing

20%

Omitted

Exhibit 3: showing usage of PAN Exhibit 4:Showing usage of current buyer

In the total survey there are 55.5% customers feedback are missing whereas the rest of 45.5% customer are using Phthalic Anhydride and Exhibit 4 depict that:60% are using for UPR, 20% are using for Paints and 20% are not giving their usage detail.

3.4 Rating of Buying Attributes

To know the customer buying behavior, I asked to rate the buying attribute as their preference when they buy the Phthalic Anhydride on the scale 1 to 6, in which 6 is for most important and 1 is for least important. Later I use the following nominal scale are numerical value 6=Very Most Important 5=Most Important 4=Important 3=Less Important

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2=Least Important 1=Very least Important

Statistics Rating of Buying Rating of Buying Rating of Buying Rating of Buying Rating of Buying Rating of Buying Attribute for Price N Valid Missing Mean 5 6 5.400 Attribute For Quality 5 6 4.800 Attribute for Order & Delivery 5 6 2.600 Attribute For Credit Policy 5 6 2.000 attribute for brand 5 6 2.800 Attribute for Relationship 5 6 3.400

Rating of Buying Attribute for Price Frequency Valid Less Important Very Most important Total Missing Total System 1 4 5 6 11 Percent 9.1 36.4 45.5 54.5 100.0 Valid Percent 20.0 80.0 100.0 Cumulative Percent 20.0 100.0

Rating of Buying Attribute For Quality Frequency Valid Important Most important Very Most important Total Missing Total System 2 2 1 5 6 11 Percent 18.2 18.2 9.1 45.5 54.5 100.0 Valid Percent 40.0 40.0 20.0 100.0 Cumulative Percent 40.0 80.0 100.0

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Rating of Buying Attribute for Order & Delivery Frequency Valid Very Least Important Least Important Less Important Important Total Missing Total System 1 1 2 1 5 6 11 Percent 9.1 9.1 18.2 9.1 45.5 54.5 100.0 Valid Percent 20.0 20.0 40.0 20.0 100.0 Cumulative Percent 20.0 40.0 80.0 100.0

Rating of Buying Attribute For Credit Policy Frequency Valid Very Least Important Less Important Important Total Missing Total System 3 1 1 5 6 11 Percent 27.3 9.1 9.1 45.5 54.5 100.0 Valid Percent 60.0 20.0 20.0 100.0 Cumulative Percent 60.0 80.0 100.0

Ratin of Buying attribute for brand Frequency Valid Very Lest Important Least Important Important Most Important Total Missing Total System 1 2 1 1 5 6 11 Percent 9.1 18.2 9.1 9.1 45.5 54.5 100.0 Valid Percent 20.0 40.0 20.0 20.0 100.0 Cumulative Percent 20.0 60.0 80.0 100.0

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Rating of Buying Attribute for Relationship Frequency Valid Least Important Less Important Most Important Total Missing Total System 2 1 2 5 6 11 Percent 18.2 9.1 18.2 45.5 54.5 100.0 Valid Percent 40.0 20.0 40.0 100.0 Cumulative Percent 40.0 60.0 100.0

Price Attribute: As price is one of the important factor which are consider buy more of the customer. The Exhibit 5 shows:The 80% customer said that it is Very Most important. 20% customer said that it is less important.

Price
80%

20%

Very Most Important

Most Important

Important

Less Important

Least Important

Very Least Important

Exhibit 5: Showing the rating of Price attribute

Qualities attribute: To buying any chemical Quality is one of the factors which are considered by buyer. Exhibit 6 shows that:-

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The 20% customers said it is Very Most Important. The 40% customers said that it is Most Important. The 40% customers said that it is Important.

Quality
40% 40%

20%

Very Most Important

Most Important

Important

Less Important Least Important

Very Least Important

Exhibit 6: showing the Rating of Quality Attribute

Order and Delivery Attribute: Order and supply is concerned with how the companies take order and how timely they supply the product.Exhibit 7 shows that:The 20% customers are said it is Important. The 40% customers are said it is less important. The 20% customers are said it is Least Important. The 20% customers are said it is Very Least Important.

Order & Delivery

40%

20%
Very Most Important Most Important Important Less Important

20%
Least Important

20%
Very Least Important

Exhibit 7: showing the Rating of Order & Delivery Attribute

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Credit Policy attribute Credit Policy is concerned with how they buy product on credit basis. Exhibit 8 shows that:The 20% customers are said it is Important. The 20% customers are said it is Less Important. The 60% customers are said it is Very Least Important.

Credit Policy
60% 20% 20%

Very Most Important Important Important Less Important Most Least Important Least Important Very

Exhibit 8: showing Rating of Credit policy

Brand Attribute Brand show the strength of company in the market. Exhibit 9 shows that:The 20% customers said it is Most Important. The 20% customers said it is Important. The 40% customers are said it is Least Important. The 20% customers are said it is Very Least Important.

Brand
40% Less Important Least Important

20% Very Most Important Most Important

20% Important

20% Very Least Important

Exhibit 9: Showing Rating of Brand Attribute

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Relationship Attribute Relation attribute concerned with how the seller behave, give response to buyer. Exhibit 10 shows that:The 40% customers are said it is Most Important. The 20% customers are said that it is Less Important. The 40% customers are said it is Least Important.

Relationship

40% 20% Very Most Important Most Important Important Less Important

40%

Least Important

Very Least Important

Exhibit 10: showing Rating of Relationship attribute

3.5 The overall Rating of Buying attribute

When the mean of all attribute are taken the following results are come
Attribute Price Quality Order & Delivery Credit Policy Brand Relationship Mean 5.4 4.8 2.6 2 2.8 3.4 Percentage 25.71429 22.85714 12.38095 9.52381 13.33333 16.19048

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Exhibit 11 shows the Buying Attribute wheel, on the Buying attribute wheel 26% covered by Price, 23% covered by quality, 16% covered by Relationship,13% covered by Brand, 12% covered by Order and Delivery and 10% covered by Credit Policy.

Price
16% 13% 10% 12% 23% 26% Quality Order & Delivery

Credit Policy
Brand Relationship

Exhibit 11: Showing Buying Attribute Wheel

3.6 Source of Phthalic Anhydride

To know who are the other player and competitor, I asked from which company they buy Phthalic anhydride
Statistics Source of Phthalic Anhydride N Valid Missing 5 6

Source of Phthalic Anhydride Frequency Valid TCL TCL , MPCL,& S.Hardilia TCL&Asian Paints TCL & S.Hardilia Total Missing Total System 2 1 1 1 5 6 11 Percent 18.2 9.1 9.1 9.1 45.5 54.5 100.0 Valid Percent 40.0 20.0 20.0 20.0 100.0 Cumulative Percent 40.0 60.0 80.0 100.0

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Source of PAN
20% 40% 20%

TCL TCL, MPCL, & S.Hardilia

TCL & Asian paints

TCL & S.Hardilia 20%

Exhibit 12: showing the percentage of Share

Exhibit 12 shows that:40% customers buy from TCL alone. 20% customers buy from TCL, MPCL & S.Hardilia. 20% customers buy from TCL and S.Hardilia. 20% customers buy from TCL and Asian paints.

3.7 Attributes of TCL which are liked by Customer After knowing that customer buying behavior, I asked to them which attribute of TCL they like
Statistics Order & Price Attribute Quality Attribute of TCL N Valid Missin g 5 of TCL 5 Delivery Attribute of TCL 5 Credit Policy Attribute of TCL 5 Technical Support of TCL 5 Reliability Attribute of TCL 5

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Price Attribute of TCL Frequency Valid Like Not Like Total Missing Total System 3 2 5 6 11 Percent 27.3 18.2 45.5 54.5 100.0 Valid Percent 60.0 40.0 100.0 Cumulative Percent 60.0 100.0

Quality Attribute of TCL Frequency Valid Like Not Like Total Missing Total System 4 1 5 6 11 Percent 36.4 9.1 45.5 54.5 100.0 Valid Percent 80.0 20.0 100.0 Cumulative Percent 80.0 100.0

Order & Delivery Attribute of TCL Frequency Valid Like Not Like Total Missing Total System 3 2 5 6 11 Percent 27.3 18.2 45.5 54.5 100.0 Valid Percent 60.0 40.0 100.0 Cumulative Percent 60.0 100.0

Credit Policy Attribute of TCL Frequency Valid Like Not Like Total Missing Total System 1 4 5 6 11 Percent 9.1 36.4 45.5 54.5 100.0 Valid Percent 20.0 80.0 100.0 Cumulative Percent 20.0 100.0

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Technical Support of TCL Frequency Valid Like Not Like Total Missing Total System 1 4 5 6 11 Percent 9.1 36.4 45.5 54.5 100.0 Valid Percent 20.0 80.0 100.0 Cumulative Percent 20.0 100.0

Reliability Attribute of TCL Frequency Valid Like Not Like Total Missing Total System 4 1 5 6 11 Percent 36.4 9.1 45.5 54.5 100.0 Valid Percent 80.0 20.0 100.0 Cumulative Percent 80.0 100.0

Price of TCL Exhibit 13 shows that:60% customers like the price of TCL. 40% customers not like the price of TCL.

Price of TCL

60% 40%

Like

Not Like

Exhibit 13: showing like/Not like the price of TCL

26

Quality of TCL Exhibit 14 shows that:80% customers like the Quality of TCL. 20% customers not like the Quality of TCL.

Quality of TCL
80%

20%

Like

Not Like

Exhibit 14: Showing the Like/Not like Quality of TCL

Order and Delivery of TCL Exhibit 15 shows that:60% customers like the Order & Delivery of the TCL. 40% customers not like the order & Delivery of the TCL

Order & Delivery of TCL

60% 40%

Like

Not Like

Exhibit 15: Showing the Like/Not like Order & Delivery of TCL

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Credit Policy of TCL Exhibit 16 shows that:20% customers like the Credit Policy of TCL. 40% customers not like the Credit Policy of TCL.

Credit Policy of TCL

80%

20%

Like

Not Like

Exhibit 16:showing like/not Like the Credit Policy Of TCL

Technical support of TCL Exhibit 17 shows that:80% customers like Technical Support of TCL. 20% customers not like Technical Support of TCL.

Technical support of TCL

80%

20%

Like

Not Like

Exhibit 17:showing Like/Not like Technical Support of TCL

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Reliability of TCL Exhibit 18 shows that:80% customers like Reliability of TCL. 20 customers not like Reliability of TCL.

Relibility of TCL
80%

20%

Like

Not Like

Exhibit 18:Showing Like/Not Like of Reliability attribute of TCL

3.8 Satisfaction level of TCL customer

To know the satisfaction level of TCLs Customer, I asked to indicate the how much they are satisfied of TCL attribute.

Statistics How Satisfied From The Price Offered Buy TCL N Valid Missing 5 6 How Satisfied From The Quality offered By TCL 5 6 How Satisfied Order & Delivery of TCL 5 6 How Satisfied From Credit Policy of TCL 5 6 How Satisfied From Dealing Person of TCL 5 6 How Satisfied From Service of TCL 5 6

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How Satisfied From The Price Offered Buy TCL Frequency Valid Satisfied Neither Satisfied Nor Dissatisfied Total Missing Total System 2 3 5 6 11 Percent 18.2 27.3 45.5 54.5 100.0 Valid Percent 40.0 60.0 100.0 Cumulative Percent 40.0 100.0

How Satisfied From The Quality offered By TCL Frequency Valid Missing Total Satisfied System 5 6 11 Percent 45.5 54.5 100.0 Valid Percent 100.0 Cumulative Percent 100.0

How Satisfied Order & Delivery of TCL Frequency Valid Satisfied Neither Satisfied Nor Dissatisfied Total Missing Total System 3 2 5 6 11 Percent 27.3 18.2 45.5 54.5 100.0 Valid Percent 60.0 40.0 100.0 Cumulative Percent 60.0 100.0

How Satisfied From Credit Policy of TCL Frequency Valid Satisfied Neither Satisfied Nor Dissatisfied Total Missing Total System 4 1 5 6 11 Percent 36.4 9.1 45.5 54.5 100.0 Valid Percent 80.0 20.0 100.0 Cumulative Percent 80.0 100.0

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How Satisfied From Dealing Person of TCL Frequency Valid Satisfied Neither Satisfied Nor Dissatisfied Total Missing Total System 4 1 5 6 11 Percent 36.4 9.1 45.5 54.5 100.0 Valid Percent 80.0 20.0 100.0 Cumulative Percent 80.0 100.0

How Satisfied From Service of TCL Frequency Valid Satisfied Neither Satisfied Nor Dissatisfied Total Missing Total System 4 1 5 6 11 Percent 36.4 9.1 45.5 54.5 100.0 Valid Percent 80.0 20.0 100.0 Cumulative Percent 80.0 100.0

From Price of TCL Exhibit 19 shows that:40% customers are satisfied from the price offered by TCL. 60% customers are neither Satisfied nor Dissatisfied from the price offered by TCL.

Price offered by TCL

40% 60%

Satisfied

Neither Disstisfied Satisfied Nor Dissatisfied

Exhibit 19: Showing satisfaction toward the price of TCL

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From the Quality of TCL Exhibit 20 shows that:All customers satisfied from the Quality offered by TCL.

Quality offered by TCL

100%

Satisfied

Neither Satisfied Nor Dissatisfied

Disstisfied

Exhibit 20: Showing satisfaction level towards Quality of TCL

From the Order & Delivery process Exhibit 21 shows that:60% customers are satisfied from the Order & Delivery process of TCL. 40% customers are neither satisfied nor dissatisfied from the order & Delivery process of the TCL.

Order & Deliver process of TCL

60% 40%

Satisfied

Neither Satisfied Nor Dissatisfied

Disstisfied

Exhibit 21: Showing satisfaction level toward Order & Supply of TCL

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From the Credit Policy of TCL Exhibit 22 shows that:80% customer are Satisfied from the Credit Policy of TCL. 20% customers are neither satisfied nor dissatisfied from the Credit Policy of the TCL.

Credit policy of TCL

80%

20%

Satisfied

Neither Satisfied Nor Dissatisfied

Disstisfied

Exhibit 22: Showing satisfaction level of Credit Policy of TCL

From the Dealing Person of TCL Exhibit 23 shows that:80% customers are satisfied from the dealing person of the TCL. 20% customers are neither satisfied nor dissatisfied from the dealing person of the TCL.

Dealing Person of TCL 80%

20%

Satisfied

Neither Satisfied Nor Dissatisfied

Disstisfied

Exhibit 23: Showing satisfaction level of dealing person of TCL

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From the Service Offered by TCL Exhibit 24 shows that:80% customers are satisfied from the Service of TCL. 20% customers are neither satisfied nor dissatisfied from the Service of TCL.
80%

Service of TCL
20%

Satisfied

Neither Disstisfied Satisfied Nor Dissatisfied

Exhibit 24: Showing satisfaction level towards Service of TCL

Loyalty towards the Thirumalai Chemicals Limited To know the customer loyalty towards the TCL, I asked to them what will they do if they required PAN but there is shortage of PAN at TCL stockiest.
Statistics

Alternate Mode when Shortage at TCL N Valid Missing 5 6

Alternate Mode when Shortage at TCL

Frequency Valid Wait as long as Possible Buy from some Other Sources Total Missing Total System 3 2 5 6 11

Percent 27.3 18.2 45.5 54.5 100.0

Valid Percent 60.0 40.0 100.0

Cumulative Percent 60.0 100.0

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Exhibit 25 shows that:60% customer waits as long as possible when the PA is shortage at TCL.Means 60% customer are loyal for TCL. 40% customer buy from other place when shortage of PA at TCL. Means 40% customers are not loyal for TCL.

Alternate Mode

60% 40%

Wait as long as possible

Buy from Some other Sources

Import

Exhibit 25: Showing alternate mode of buying Future Demand of PAN

Future demand
When I asked them what you are think about future demand of PAN in Domestic market. Exhibit 26 shows that:100% customers say that the demand of PAN will increases.

Future Demand of PAN

100% Increases Decreases Remain more or less Constant

Exhibit26: Showing future Demand of PAN

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I asked some open ended question for knowing which thing of TCL like most by the customer. Then 6o% customer said they like Quality of TCL and 40% customer said they like commitment of TCL. Some are like accurate Quantity & supply. When I asked about any poor experience most of them not share, but some are said that poor delivery and some staff are not cooperative. When I asked for suggestion; some are suggest that TCL cooperate with upcoming company and some are said that TCL provide PAN in liquid form.

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4. FINDINGS
4.1 Marketing plan
Marketing is one of the core functions of any business, which required Foresight vision, Smart work, great negotiation power, better skill to understand customer as well as market mood. At Thirumalai Chemicals Limited Marketing Division are handle by efficient employee. They are all MBA degree holder. As Phthalic Anhydride is a commodity chemical so marketing is done on the basis of Quality, Price and Delivery. Quality of TCLs Phthalic Anhydride is as per as international level. Price is one of the prime factor on which this chemicals are marketed and TCL sale it at lowest price. Because TCL is itself manufacturer of Phthalic Anhydride and now the Capacity of TCL goes up to 144000 MT per year, with 34 year of experience. Due to Economic scale (combined with increase capacity and increase level of experience) the average cost of PA decreases. In spite of economic scale TCL itself generate energy for running the Plant which is major competitive advantage. The roll of advertisement is very less in marketing of PA, but TCL organize some seminar, paint show etc. to promote TCL.

4.2 Finding the customer

Firstly they segmented the market on usage basis like Plasticizers, UPR, Paints, Pigment, Pharma etc. After segmentation they target the company on usage quantity basis. TCL negotiate to their customer through sales person or executives directly so TCL believe in direct marketing.

4.3 Order and Supply

After the negotiation TCL send the price list in which following thing are mentioned

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Quantity Basic Price Excise duty % Education Cess % Sec EduCess % Sales Tax % Entry tax % Freight Charges After confirming deal customer send purchase order to TCL in which all things are mentioned with terms of payment and terms of delivery with some special instructions.

4.4 Making supply to the customer

TCL provide supply through their Stockiest which are spreading all over India. They give the order to supply the chemicals to particular customer. The stockiest planned the delivery with the transporter according to terms of delivery. The transporter delivers the material and takes the delivered certificate. Payments are made in the favor of stockiest which is finally given to TCL. For this Stockiest get fixed Commission.

4.5 Analyzing profit of the company

The TCL is market leader in Phthalic Anhydride in sailing Quantity wise and the gross profit of TCL gradually increases if we see the gross profit Graph of 11 previous years.

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Gross profit (In LakhsRs.) 1998-99 3146 1999-00 3803 2000-01 2285 2001-02 3276 2002-03 3256 2003-04 2942 2004-05 3553 2005-06 4009 2006-07 5963 2007-08 7190 2008-09 -4062

Gross Profit
7190 5963 3146 3803 2285 3276 3256 2942 3553 4009

-4062

Exhibit 28: Showing the Gross profit In Rs lakh of TCL

Except the 2008-09 the company always was making profit. The reason of loss in 2008-09 is global recession, as in 2008 Phthalic Anhydride market experienced the negative impact of the global economic recession to the full extent. Capacity utilization level dropped up to 50-70%.In 2008-2009 the demand growth rate slowed down, its index measured 4.1 mln tons globally. The sale of TCL affected due to lower demand of PA in domestic market as well as global market and also cancellation of confirmed orders. The plasticizers industry which is significant

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consumer of TCL PAN suffered, as the availability of Oxo alcohol the other raw material besides PAN continued to be in short supply. Pigments and Dyes sector is dependent on global markets with recession in world markets exports order of pigments and Dyes vanished /cancelled resulting in lower PAN consumption. With the collapse of financial institute resulted in lower infrastructure growth & uncertainty in world markets, Housing sector, paint, unsaturated polyester resin (UPR), Plasticizers industry suffered PAN consumption in these sectors remained stagnant to negative during the year with the overall lower domestic demand as well as lower in export markets. So company could not achieve full capacity utilization and operating rates for PAN plants. Apart from recession the price of crude oil is increased its historical peak of USD 147/barrel in August 2008 and dramatically collapse to USD 40/barrel in December 2008,due to this fluctuation the price of PA at international market decreases rapidly as the raw material Naphthalene is form by the cracking of crude oil. As a result at international price TCL even does not cover their manufacturing cost. But TCL is leader in India so for surviving in the market TCL sale the PA at lost and sale highest quantity in domestic market. If we see the gross profit chart from 2003-04 to 2007-08 company profit grow averagely 25% per annum.

Gross Profit
7190
5963 2942 3553 4009

2003-04

2004-05

2005-06

2006-07

2007-08

Exhibit 28:Showing Gross Profit of Year 2003 to 08 0f TCL

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4.6 Production of PAN by TCL

2006-07 2007-08 2008-09

74868 87336 62941

Production in MTs
87336 74868 62941

2006-07

2007-08

2008-09

Exhibit 29: Showing the production of PAN at TCL

The production increases from 06-07 to 07-08 when market goes smoothly, there is downfall in production in 2008-09 compare to 07-08 due lower demand at domestic as well as international market causes by recession.

4.7 Sale of PAN

Sales per Year (In MTs) 2006-07 2007-08 2008-09 2009-10 72015 84174 57511 88077

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Sale in MT
84174 72015 57511 88077

2006-07

2007-08

2008-09

2009-10

Exhibit 30: Showing sales of TCL Last of year

Before recession the sailing quantity increases but in 2008-09 Sale dropped by 26663 MT but slightly improvement in market after recession sale goes to 88077 with increase of 30566 which is good indication for company.

4.8 Currently Production Capacity per year

TCL IGPL S.Hardilia Asian Paints MPCL 144000 MT 110000 MT 10000 MT 24000 MT 12000 MT

production capacity
8% 3% 4% TCL IGPL

48% 37%

S.Hardilia Asian Paints MPCL

Exhibit 31: Showing Production capacity of different Company

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The closest competitor is IGPL on the basis of both production capacity as well as market share.

4.9 On BCG matrix

The TCL enjoy the market leadership for a long time and company reach at the STAR position but maintain the star position is very difficult for any one and previous year the TCL slip down from leader position, they loose the market share at domestic market in respect to quantity.

Figure 1 :Showing the position of TCL on BCG Matrix

So in my opinion company know at the Question Mark position.

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5. SWOT ANALYSIS
5.1 Strength of the Company
The TCL have PA Production capacity of 144000MT/ Year (Largest in India). Long experience in the chemical business. As TCL started production of Phthalic Anhydride in 1976 in Ranipet, in South India. Technical and Managerial competence to build world-class Chemical Manufacturing and Distribution. Since 1976, it has grown into a diverse and respected enterprise. Ability to absorb technology, develop processes for new products and commercialize them.Rapidly expanding into the manufacture of many other critical Industrial Chemicals: Maleic Anhydride, Fumaric Acid and Malic Acid and various Fine Chemicals and Derivatives. Excellent reputation in the industry at National and International levels. Proven history of successful European / US 'partnerships' with Customers, Licensors, and Partners. Wide distribution network in India, Asia, North America and Europe. A rich heritage of entrepreneurial family values - integrity, commitment, innovation and excellence. A long history of Social Activism and Social Entrepreneurship through our Foundations and Trusts. TCL have a strong manufacturing base capable of delivering quality products, with excellent logistics and technical support, at competitive prices. There is well established marketing in India. TCL sell a significant part of our products in India. Over the years TCL have built a pool of satisfied and demanding customers in every user segment. It has an effective and localized marketing network with regional offices in important major cities of India.

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A key strength has been TCL ability to deliver on time to large and small customers in the remotest corners of India. direct from manufacturing sites from TCL stock points across India and through TCL large network of agents and distributors. TCL know serve 1500 customers in India. TCL have well presence in worldwide through their International Marketing. International marketing strategy, supported by local specialized agents in each country, aims at direct relationship with end users, to provide efficient service.We assure our customers, deliveries at short notice, through our network in Europe, North America, South America, Middle East, South East Asia, Far East and Australia. TCL deliver to customers in: Argentina Australia Austria Bangladesh Belgium Brazil Bulgaria Canada Chile China Czech Denmark Egypt Finland France Germany Greece Indonesia Iran Ireland Italy Japan Jordan Korea Malaysia Mexico Morocco Netherland New Zealand Nigeria Norway Pakistan Peru Philippines Poland Portugal Romania Russia Saudi Arabia Singapore South Africa Spain Sri Lanka Sweden Syria Taiwan Thailand Tunisia Turkey U.A.E. United Kingdom United States Venezuela Vietnam

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Company have better wastewater management

TCL is Zero Discharge Company Wastewater management is one of the core aspects of manufacturing facility. TCL have a well-designed Effluent Treatment and Recycling program in practice. By this arrangement about 80% the water used is recycled back into the process. TCL, which produces over 100,000 MT / year of nine different products, has reduced treated water discharge from 700 KL / day in 1998, to Zero discharge in 2006.

Reduction in Water use

Besides of recycling and reuse TCL has adopted a number of Process changes that has reduced water consumption from 16.5 Kiloliters/MT of product in 1998 to 7.4KL/MT in 2006.

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Energy Management
TCL has pioneered the concept of Low Energy and Zero Power in India. Over 90% of all Power and Energy we use is from our Waste Heat Recovery a process developed and implemented in house since 1984. Through the Energy Efficiency Programmed which includes continuous Energy Use Reduction, and Energy Cascades. TCL has reduced the Energy cost/Ton for our main products by 80% since 2001.

Renewable Energy
To replace the 20% of the Energy TCL generate from fossil fuels, TCL has set up Four 800KW Windmills in Dindigul district, Tamilnadu. Each has a capacity to generate 1.9 million kWh/year.

The people of TCL

TCL has highly skilled and talented people to develop, manufacture and market the highest quality products. The employees, professionals with different skills, handle an array of diverse operation ranging from Product and Process development, Engineering Production and Quality Assurance, to Effluent Treatment, Safety, Health & Environment, Marketing and Logistics to Customer Support and Troubleshooting. Experienced professionals steer crucial teams like marketing, finance, human resources, manufacturing and R&D. Collectively, the team has built the company into a respected and trusted partner to its customers and suppliers. TCL has an excellent culture of trust between employees and all stakeholders.

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TCL Research
TCL have independent unit which is set up in 2005, have extensive experience for over three decades in applied research, laboratory-scale synthesis, and development of effective manufacturing process. TCL Research offers research services to Pharma, Cosmetic and Intermediates Companies in Europe and the USA, in Custom Synthesis, Product Development, Process Development, Scale-up and small volume manufacturing.

Storage and Distribution Terminal

Since 1982, TCL operates a large, multi-product Liquid Storage Terminal at Chennai Port, to receive petrochemicals directly from ships at 3 Berths, store and load the material into railway tankers to transport it to the final destination. It is rated among one of the best operated petrochemical terminals in India.

5.2 Weakness of the Company

Price of the Phthalic Anhydride is more than the close competitor at some location. They not utilize the 100% of their production capacity.

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Year 2006-07 2007-08 2008-09

Production Capacity (In MTs) 100000 110000 110000

Production (In MTs) 74868 87336 74868

Unused capacity (In MTs) 25132 22664 35132

% 25.132 20.60364 31.93818

Failure in retaining old customers. Lacking some marketing strategy to increase market share. They do not penetrate the market by middle man. TCL underestimate the competitor advantage. 5.3 Opportunity for the Company
The company has increased their capacity upto 144000 MT, whereas the total domestic PAN market is approx. 2.5 lac MT. so company can utilize their full capacity. There are 3 main user of PAN; plasticizers, UPR, and Paints. After the recession it is predicted that Western Europe and Asia will become growth leader in the sub sector of Plasticizers. In 2010-2012 the two key factors for Phthalic Anhydride demand growth in these regions will be production increase for domestic needs & export in Asia and tentative implementation of etherification equipment for Diphthalate manufacturing. With the huge investment in infrastructure and construction the demand of UPR also increases in domestic market. Reinforced pipe is a type of UPR which are used by the Gujarat Government for their infrastructure development. With huge investment in infrastructure and construction the demand of paints also increases. Demand of pigment also increases after the recession because pigment industry gets order from global market. So overall the consumption of PAN will increased in next coming year.

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There is still untapped markets are exits. It is estimated that India will grow with the GDP around 6 to 7 % which is still better than some developing country.

5.4 Threat for the company

The IGPL which becomes the closest competitor, previously it is an EOU. Now the company has converted itself from 100% Export Oriented Unit (EOU) into a domestic unit since 6th November 2009. Hence the company can sale its entire produce in the local market. The installed capacity of IGPL is 110000 MT per year next to TCL, were as MPCL have capacity of 12000 MT per year. So the total combined capacity becomes 122000 MT per year. Imports and Dumping of PAN in India mainly by South Korea and China cause major problem to domestic producer as there imported PAN is chipper than Indian PAN. Deregulation of price of Diesel and Petrol in India cause fluctuation in transportation charges.

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6. Competition analysis and Suggestion

Company faces major competition from other company on Price of PAN. There is cut throat competition in domestic market. Other companies give stiff competition to TCL on price. TCL itself faces problem with the volatile nature of prices. Reason for volatile Nature of Price of PAN The primary reason is price of raw material. As Naphtha is raw material of PAN and Naphtha is made by cracking Crude Oil. The price of crude oil is highly volatile and India is still depending on international market for Crude Oil. So the Naphtha price moves up and down according to price of crude oil. Due to which changes occur in manufacturing cost, result in change in sailing price. Therefore price control is not under control of TCL, it is driven by price of crude Oil and international price of PAN in Market.

Suggestion: As PAN Price affected by the price of raw material and the
Naphtha are sale on contract price mainly. Company should buy combination of both contract and spot price. They buy slightly lower than break even quantity on contract price and rest quantity on spot price according to demand. Contract price are made on short term basis (quaternary basis) and always change the quantity of raw material when the contract renew. The price of IGPL is lower at some major location where demand of PAN is high.

Reason Before knowing the reason we first look out the geographical
demand of PAN in India
West North South East 78% 11% 8% 3%

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Geographical demand
8% 3% 11% West North 78% South East

Exhibit 32:- Showing geographical wise demand of PAN

Figure 2 : Showing Demand of PAN

TCL is situated at South of India whereas IGPL is situated at west (Maharashtra) so that they get advantage of location. As most of the customer are in west side as well as the raw material supplier like IOC and RIL are nearest to the plant. They save the transportation charge so their price is lower than TCL by 50 paisa to 1 Rupee per Kg to the west region customer which is huge difference in commodity chemicals market.

Suggestion:
West region has maximum consumption of PAN and IGPL get benefit of location because they are situated in Maharashtra. TCL has long experience of manufacturing of PAN and it is the market leader in domestic market, to be market leader in future, company foresight the West region market and spite of increasing production capacity of Ranipet plant company should have installed a new plant in west region as TCL have long experience of production of PAN, they have technology, skilled person and they know the supplier of raw material as well as market of west. It is true after suffering loss stabling a new plant is very difficult, but if TCL want to be in market they must have takeover the advantage of IGPL. So it is

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better to install a new plant than increasing production capacity. TCL loosing their market share in domestic market just after conversion of IGPL from EOU to DU.

Reason
TCL do not focus on west region market seriously. Currently the consumption of PAN in India is approx. 2.5 lac MT per year.as capacity wise TCL have maximum capacity share of 48% in comparison to IGPL+MPCL of 41% but
TCL IGPL+MPCL S.Hardilia Asian Paints 144000 122000 10000 24000

Production capacity
3% 8% TCL 48% IGPL+MPCL S.Hardilia

41%

Asian Paints

Exhibit 33: Showing Production capacity of different Company

On the basis of sale the market share of IGPL+MPCL is highest with 44% comparison to TCL which have share of 41%

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Sale in year 2009-10(In MTs) TCL IGPL+MPCL Asian Paints S.Hadilia

88077 96000 23300 8200

Sale in 2009-10
4% 11% 41% TCL IGPL+MPCL Asian Paints S.Hadilia 44%

Exhibit 34: showing sales of Different Company in 2009-10

Other reason is that Asian paint is largest paint producer of paint and Asian paint itself made PAN. Chipper Import of PAN from South Korea and China also grab the domestic market.

Suggestion
Company should understand the market of west, make different marketing strategy for west region, understand the importance of west region as Indias largest plasticizer house

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KLJ most plant are in west and currently the two state namely Gujarat & Maharashtra are keen to infrastructure development, Gujarat Government use reinforced pipe which is UPR and in Maharashtra the new plant of Paint of Asian paint will open. For stopping the chipper import all the domestic player have to unite and convince the Government to safeguard the Indian PAN industry from chipper import.

Other suggestion
TCL should have to aware the usage of PAN to the small industry of developing state and help them in stabling by providing technological assistance. TCL should and believe on generating the new customer TCL should maintain the good data management because in todays business scenario it is most important thing for predication or taking decision, making strategy etc. TCL should improve their services. TCL should take feedback of customer regularly interval of 6 month. TCL should keep the eagle vision on international market as well as domestic market. TCL should maintain the better information system.

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TCL should make tendency to listen the customer. TCL make different Policy to their loyal customer and give more importance to them not run behind the name & size of customer.

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7. Limitation

1. For survey I get very less time. 2. I do not get appropriate respondent. 3. Many customers are not available or found. 4. The location of customers is different and they are far apart from each other. 5. For drawing conclusion very less customer response I get. 6. Some address provided by office is very old. 7. We do not get some internal data because of company privacy. 8.Making survey I have fewer budgets.

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8. Bibliography

1. Kotler, Keller, Koshy, and Jha, Marketing Management,12th edition, Pearson education publication. 2. William Zikmund, Research Methodology,7th edition. 3. Visited www.thrimalaichemicals.com 4. Visited www.igpetro.com 5. Visited www.asianpaints.com 6. Visited www.kljindia.com 7. Visited www.marketpublishers.com 8. NCERT chemistry books.

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Annexure
QUESTIONNAIRE The following questionnaire pertain to a Project being conducted by MBA aspirants under the guidance of Thirumalai Chemicals Ltd.. We would therefore like to ask you some question about your buying behavior and satisfaction towards the TCL in respect to Phthalic Anhydride. We would appreciate your answering these questions as the information you provide will be very useful to us. We would like to emphasize that your response are extremely valuable to us and we would greatly appreciate your answering all questions. However, if you feel that you do not want to answer a particular question, please fill free to omit it, we will gladly accept your decision. We can assure you that your responses will be completely anonymous and will not be used for any other purpose. Name of the Company: ______________________________________________________ Address: __________________________________________________________________ Contact No._____________________________Email Id: ____________________________ 1. Currently are you the buyer of Phthalic Anhydride (i) Yes (ii) No 2. What is the Monthly consumption of Phthalic Anhydride (MT) ____________________________________________________________ 3. For what purpose do you buy Phthalic Anhydride (mark and Pls. mention Consumption/Month) i Plasticizers ii DEP iii UPR iv Paints v Adhesive vi Pharmacy vii Dyes and Pigments viii Other (Pls.Specify)_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

4. When you buy Phthalic Anhydride ,please rate the factor /attributes in order of preference I Price 1= Least Important ii Quality 7=Most iii Order & Delivery

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iv v vi vii

Credit Policy Brand Relationship Other (Pls. specify)_ _ _ _ _ _ _ _ _ _ _

Important

5. From which Company you buy Phthalic Anhydride (i) IGPL-MPCL (ii) TCL (iii) Asian Paints (iv) S.Hardilia (v) Import Other ______________________ (Please Specify) 6. How many Year of Association with your company:________________________ 7. How often do you buy Phthalic Anhydride (I) Every Month (v) Once in a Year (ii) Every 3 Month (iv) Every 6 Month

(vi)

8. How do you place your order (i) Direct contact with Source (ii) Dealers (iii) Through the internet (iv) Other__________________ (Pls. Specify)

9. Are you the customer of Thirumalai Chemicals Ltd. Currently :Yes No IfNowhat is the reason: _________________________________________________________ _________________________________________________________

10. Which attribute you like most, of Thirumalai Chemicals Ltd. (Mark ) i ii iii iv v vi vii Price Quality Order and Delivery Credit Policy Technical Support Reliability Other (Pls. Specify)_ _ _ _ _ _ _ _ _ _ _ _ _ _ _

11. For each statement please circle the appropriate alphabet to indicate whether you : A- Satisfied B -Neither Satisfied nor Dissatisfied C- Dissatisfied i ii iii iv How satisfied are you from the Price offered by TCL How satisfied are you from the Quality given by TCL How satisfied are you Order & Delivery Process of TCL How satisfied are you Credit Policy of TCL A A A A B B B B C C C C

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v How satisfied are you from dealing person of TCL vi How satisfied are you from the service of TCL 12. One good thing about TCL ____________________________________________________________ 13. Any Poor Experience of TCL you want to share ____________________________________________________________ 14. Any suggestion you want to give to TCL _____________________________________________________________ 15. If Phthalic Anhydride supply is in shortage from TCL ,what would you do (i) Wait as long as possible (ii) Buy from some other Source (iii) Import 20. In your Opinion the Closest competitor to TCL is: ___________________ 21. From your Point of view which is the better company in comparison,on the following attributes (CL.COM=Close Competitor) (i) Price (ii) Quality (iii) Order & Delivery (iv) Credit Period (TCL (TCL / CL. COM ) (TCL / CL. COM ) (TCL / CL.COM ) )

A A

B B

C C

/ CL.COM

22. In your opinion, in the coming year, the Demand for Phthalic Anhydride is likely to: (i) Increase (ii) Decrease (iii) Remain more or less Constant 23. How you rate TCL as overall (On 10 Marks): _________________________ THANK YOU Signature of Respondent

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Student Profile

Name Date of Birth Fathers name Professional Qualification Name of Institute

ABHIJEET KUMAR BIMAL 11 January 1985 Mithilesh Kumar Bimal Pursuing PGDM (2009-11) with specialization in Marketing & Finance Business School of Delhi 28/1, Knowledge Park-III, Greater Noida Utter Pradesh -201306

Academic Qualification B.Sc. (Hons) I.Sc. X Contact No. Email Id

Passing Year 2007 2002 2000

University / Board Magadh University Bodh Gaya Bihar Intermediate Educational council Bihar secondary Examination Board +919810642243 abhijeetbimal@gmail.com abhijeetbimal@yahoo.com

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