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PROJECT REPORT ON
CUSTOMER SATISFACTION OF BIRLA SAMRAT CEMENT
Submitted By: SUMIT JOSHI JAYANT SONI MANOJ BORIWAL RAVI OJHA RAHUL KOTHARI GOURAV NIMAWAT
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PREFACE
Cement industry is one of the core industries of India. Like iron & steel, it has its primary role in almost all development plans of the country. It has helped the country to a great extent in attaining self-sufficiency in many projects. The Birla Cement works is a well established gigantic industry. Enslavement is playing an important role in the development of the country in general & of the area around it in particular besides providing diversified opportunities to local people of employment & trade. Marketing is an important aspect of every organization. It remotes the product in the market. Hence, we understood the project to analyze various aspects of marketing management with a detailed study of different brand in the market. This is merely an effort in the direction of the functional behavior & its contribution to the development of the country.
ACKNOWLEDGEMENT
Vocational training is indeed an important aspect of MBA program and it is our great privilege to have this training in such an esteemed Business empire- Birla Corporation Limited. First of all we would like to thank Birla Cement Works for providing me the opportunity to do my summer training in this organization. We want to avail this opportunity to express our appreciation to Birla Cement Work for providing us an opportunity to do 6 weeks summer training in CUSTOMER SATISFACTION OF BIRLA SAMRAT CEMENT as a part of our course curriculum in this esteemed organization. We also extent our sincere thanks to Mr. D.S. Sharma (A.V.P. Marketing) for giving us an opportunity and cooperation to fulfill training in the right earnest. We are deeply indebted to Dr. S.K. Jain (Departmental Head H.R.), & Mr. Mukesh Dad (Asst. Marketing officer) for providing us full support in completing of our project. Without the support & guidance of the above the project wont be accomplished effectively and successfully.
CONTENTS
S. No. 1 Topic INTRODUCTION Company profile Product profile Present scenario of cement industry Page No. 5 TO 22
23 TO 33
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5 6.
INTRODUCTION
CEMENT: HEATING MIXTURE OF LIMESTONE & CLAY AT 1350-1400 DEGREE TEMPERATURE WHICH THE MODULES OF CLINKER DUE TO FUSION OCCURRED BY THE HEATING. THIS CLINKER IS THEN MIXED WITH GYPSUM & FINELY GROUND TO MAKE CEMENT. The cement industry in India has come a long 1914, when the level of production was 1000 tons/annum. Today India is the second largest cement producer in the world with a production level of about 99 million tons (about 5% of world production 2000 million tones). The installed capacity is about 119 million tones and at unexpected 10% growth rate. The production capacity at the end year 10-11 is 286 million tones. Over the years the growth of the industry has been uneven with traditionally cement deficit region covering the most of the major growth centers of the country. Cement plant in our country have mostly changed from the wet process of the energy efficient dry process. Out of 157 kilns, 117 are dry process based, 3 are based on wet process and 8 on semi dry. In the coming year in order to survive & grow globalize market rapid modernization & adoption of cost effective energy efficient & environment friendly technologies will be the prime mover for the viability of global canvas. The industry should look for the other cheaper fuel option like sludge from paper plants, sugar cane trash, jute dust, biogas refinery, waste like pet coke etc. The industry should be know in future as savior of the country for sustainable development by consuming most of the industrial wastes.
COMPANY PROFILE
Birla Corporation Ltd., a well known name in the business world was established by Late Shri Ghanshayam Das Birla in the year 1919. He set up first Indian jute mill near calcutta (new Kolkata) and named it Birla Jute Manufacturing company Ltd. The name of the compnay was changed to Birla Jute & Industries Ltd. in 1983 and finally to Birla Corporation Limited in 1998. From Late Shri Ghanshyam Das Birla the unit passed on to his nephew Late Shri M.P. Birla, who expanded it into an industrial empire with manifold diversification in various areas. The company has following diversification: Cement Jute Carbide & gases Synthetics
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CEMENT DIVISION:
The Cement Division of Birla Corporation Limited has seven plants, having an installed capacity of 5.8 million tons. After the completion of the ongoing expansion projects, the capacity will increase to 7 million tons.
UNIT
RAEBARELI
This plant manufcture varieties of cement, including Ordinary Portland Cement (OPC), 43 & 53 grades, fly ash-based Portland Pozzolana Cement (PPC), Portland Slag Cement (PSC) and low-alkali Portland Cement. Recently, the Company has started producing Sulphate Resistant Cement (SRC) and it has been well accepted in the market.
OPC is marketed under the brand name of Birla Cement KHAJURAHO and Birla Cement CHETAK, while PPC is marketed under the brand name of Birla Cement SAMART. PSC is marketed under the brand name of Birla Cement. The Birla Cement SAMRAT brand is ideal for mass concrete, RCC/ pre-stressed/ precast structures (for reduced thermal crack), increased water tightness of concrete, increased resistance to sulphate content in soil, aggressive water and alkali aggregate reaction, besides corrosion resistant properties. The brand have significant presence in the northern, western and eastern parts of the country as well as central India. The company has a large network of dedicated distributors and stockiest in all its marketing regions. Durgapur Cement Works and the two cement units at Satna have received the ISO 9002 quality certification, covering production and marketing. The Satna units have also received the IS/ISO: 14001 certificate for implementation of the Environmental Management System. The two Chanderia units have received the ISO 9001:2000 certification for Quality Management System, as well as the IS/ ISO : 14001 certification. The quality control laboratories of both Birla Cement Works and chanderia Cement Works have been accredited by National Accreditation Board for Testing & Calibration Laboratories, Department of Science & Technology, Government of India. The cement units have been receiving, since the past decade, prestigious awards for productivity control, energy performance and workers education.
The product and Brand names are as follows:Unit Product Brand Name
Portland
Cement (PPC)
Portland
Cement (PPC)
Special Cements
Sulphate Resistant Cement Low alkali Cement Railway Sleeper Grade Cement IRS T 40 Low Heat Cement
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APPLICATIONS
Birla cement Khajuraho/ Chetak 43 grade Ordinary Portland Cement Brick and stone masonry. Plastering and flooring. Plain and reinforced cement concrete. Pre-cast and pre-stressed concrete. Birla Cement Khajuraho/ Chetak 53 Grade Ordinary Portland Cement Railway sleepers Pre-stressed girders and electric poles. M 25 & above concrete/ Roads, runways, industrial buildings, RCC bridges & lofty buildings. Pre-cast concrete elements Birla Samrat Portland Pozzolana Cement Brink and stone masonry Plastering and flooring Plain and reinforced cement concrete. Ordinary pre-cast concrete work.
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Birla Cement Khajuraho Sulphate Resisting Portland Cement Building near sea coast. Below ground, where concrete or mortar is used in foundation, aqua ducts, canals & culverts. Desert condition. In swampy areas for footing, plinth beams, piles etc. Industrial effluent treatment plant, cooling towers, chimneys, sewerage treatment plants. Marine structures Birla Cement Khajuraho Low Alkali Cement Bridges Dams Reservoirs Birla Cement Khajuraho IRS T 40 Cement Railway sleeper.
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ISO 9002 certification for Satna Cement Works, Birla Vikas cement and Durgapur cement works.
ISO 9001 2000 (QMS) certification for Birla Cement Works, Chanderia Cement Works from BVQI, UK
IS/ISO 14001 Certification in 1999 2000 for Satna Cement Works and Birla Vikas Cement. in 2002 2003 for Birla Cement Works & Chanderia Cement Works for environment management systems.
Best Productivity performance award from NPC for Birla Bikas Cement in 1987 88. Also recognised by NCB as.
Best in Energy Performance for Satna Cement Works in 1993 94, 1994 95, 1995 96, 1997 98.
Best Productivity Performance award from NPC for Chanderia Cement works in 1998 90 and again in 1993 94.
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2nd Best Productivity award from NPC for Chanderia Cement Works in1991 92 &
Best improvement in Thermal Energy Performance recognition form NCB for Birla Cement Works in 1992 93 and Chanderia Cement Works in 1993 94.
Best improvement in Energy Performance recognition for Birla Cement Works in 1992 93.
Bhama Singh Samman from the Rajasthan Government for Educational Activities for Birla Cement Works in 1996 97.
VEC-IIT, Madras recognized Chanderia Cement Works Birla Cement Works For Excelence in Improving Machinery Health Condition in 1997.
Wrokers Education Trophy awarded by Central Board of Workers Education, Udaipur Ministry of labour, Government of India, for Birla Cement Works & Cement Works in 1998 99 and again in 2001 02.
Lal Bahadur Shastri Memorial National Award for Excellent Pollution control Implementation by Chanderia Cement Works in 2002 03.
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RETAILORS
CUSTOMER/USER
Company has very simple distribution for delivering the goods to the consumer. The main marketing areas are: Rajasthan Madhya Pradesh Haryana Punjab Delhi Gujarat and Western U.P.
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BLENDING: in this silos the blending is done and the mixture is send to pre heater. BAKING/ BURNING: the mixture is pre heated and then it goes to kiln where the baking and burning takes place. The clinker formation takes place which is then cooled. GRINDING: the clinker is then grind with gypsum in cement mill. It is basically added to increase the setting time. The cement is then stored for some time.
PACKAGING: this cement is sent to packaging plant where it is packed in bags using electronic packaging machines.
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PRODUCT DEVELOPMENT
The quality of cement manufacturing in India is increasing day by day. Today for different end applications consumers can get following types of cement: Ordinary Portland cement(OPC) Pozzolana Portland cement(PPC) Blast furnace slag cement Super sulphate cement.
PRODUCT
Ordinary Portland
Pozzolana
Blast furnace
Sulphate resisting
Granulat Ed slag
masanry
Super Sulphat
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OBJECTIVE
Today the cement industry is facing a heavy competition because many companies have entered in cement market and these companies are selling their cement of good quality and dynamic advertisement adopting various marketing strategies to capture maximum shares of the market, the company wanted to know about the position of their brand, house owners/ contractors / masons / retailers behavior and market potential for their promotional strategies but, the main objective of study are: Brand leaders Customer preference Factor affecting goodwill of the Company Influencing Persons for making purchase Advertisement Media, which may affect the sale Percentage user of Birla Cement Samrat Comparative study of Birla Cement with other PPC Brand Cement On time supply Technical Consumer Services on demand
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METHODOLOGY
Marketing research is the collection and interpretation of facts that helps marketing to get product more popular in the minds of the customer. So firstly a questionnaire containing 10 questions was prepared and then I conducted the market survey. The survey was conducted through interview. For this survey we visited and covered the whole Zone II of Rajasthan. For dealer, retailer and consumer a census has done in this survey. I tried to cover maximum Masons / contractors / engineers / house owners and dealers & retailers of towns. Data has taken very carefully to know the position customer satisfaction level of Birla Cement SAMRAT.
FIELD WORK:
The field work of the survey was restricted for the 15 days. All consumers cooperated and provided the needed information. Knowledge of local language was advantages in dealing with the consumers. It involved instruction with feed back.
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CUSTOMER SATISFACTION:
Customer satisfaction can help your business achieve a sustainable competitive advantage. Its about understanding the way a customer feels after purchasing a product or service and, whether or not that product or service net the customers expectations. Customers primarily form their expectations through past purchasing experiences, wordof-mouth from family, friends and colleagues and information delivered through marketing activities, such as advertising or public relations. If the customers expectation isnt met, they will be dissatisfied and its very likely they will tell others about their experience.
Berry in 2002 and known as the ten domains of satisfaction. These ten domains of satisfaction include: Quality, value, Timeliness, Efficiency, Ease of Access, Environment, Inter-departmental Teamwork, Front line Service Behaviors, Commitment to the Customer and Innovation. These factor are emphasized for continuous improvement and organizational change measurement and are most often utilized to develop the architecture for satisfaction measurement as an integrated model. Work done by Parasuraman, Zeithaml and Berry between 1985 and 1988 provides the basis for the measurement of customer satisfaction with a service by using the gap between the customers expectation of performance and their perceived experience of performance. This provides the measurer with a satisfaction gap which is objective and quantitative in nature. Work done by Cronin and Taylor propose the confirmation/ disconfirmation theory of combining the gap described by Parasuraman, Zeithaml and Berry as two different measures (perception and expectation of performance) into a single measurement of performance according to expectation. According to Garbrand, customer satisfaction equals perception of performance divided by expectation of performance. The usual measures of customer satisfaction involve a survey with a set of statements using a Likert Technique or scale. The customer is asked to evaluate each statement and in term of their perception and expectation of performance of the organization being measured.
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29
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TOTAL
595 600
500
400
Analysis: According to the response received the most popular brand is BIRLA SAMRAT followed by BINANI and J.K.
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2.
FEATURES SUMIT RAHUL RAVI Dark Cement Colour Quality of Packing Fast Setting of Cement Technical Services
GOURAV JAYANT MANOJ TOTAL SCORE SCORE SCORE SCORE SCORE SCORE 68 59 162 75 77 70 511
59 73 40
36 86 69
128 154 56
57 89 31
62 77 34
72 73 42
TOTAL
600 500 400 300 200 100 0 Dark Cement Colour Quality of Packing Fast Setting of Cement Technical Services 272 TOTAL 511 414 552
Analysis: The responses received, indicates that the most important featcher affacting the prefrence of consumer is its fast setting time.
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TOTAL
700 600 500 400 300 200 100 0 TOTAL 667 571 476 442 478
Analysis: The respondents were asked about the above mentioned provided which help in increse thare faith in the economy and the recived data indicates that low price followed by timly availabilty.
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4.
The Person Influencing the buying behavior: MARKET SURVEY: PERSON INFLUENCING WHILE PURCHASING THE CEMENT
SUMIT RAHUL RAVI GOURAV JAYANT MANOJ TOTAL SCORE SCORE SCORE SCORE SCORE SCORE 91 75 107 109 86 55 97 102 75 140 86 25 199 199 145 218 95 193 94 113 77 134 71 36 97 92 97 139 75 25 107 109 92 99 70 39 685
TOTAL
900 800 700 600 500 400 300 200 100 0 685 690 593 483 373 TOTAL 839
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Analysis: From the response received it was seen that maximum number of responds said that Engineer decides which cement to buy.
5.
MEDIA Hoardings Wall Paintings Trolley Tractor Painting Newspaper Television Diary/Calendar/Key Ring
SUMIT RAHUL RAVI GOURAV JAYANT MANOJ TOTAL SCORE SCORE SCORE SCORE SCORE SCORE 106 61 213 112 104 77 673 90 117 188 139 103 85 722 61 76 93 91 119 67 31 130 199 161 198 181 111 64 64 35 97 96 69 46 78 93 97 85 665 557 552 568
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TOTAL
800 700 600 500 400 300 200 100 0 TOTAL 673 722 665 557 552 568
Analysis: The responds said that the most often seen mode of cement of advertisement is wall paintings followed by hoardings.
6.
SUMIT RAHUL RAVI GOURAV JAYANT MANOJ TOTAL SCORE SCORE SCORE SCORE SCORE SCORE 25 25 50 19 25 25 169 YES 0 0 0 6 0 0 6 NO
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TOTAL
6
YES NO
169
Analysis: According to respondents the Birla samrat is very known product. Because most of the customers know the name of brand.
7.
YES NO
SUMIT RAHUL RAVI GOURAV JAYANT MANOJ TOTAL SCORE SCORE SCORE SCORE SCORE SCORE 23 25 50 9 25 25 157 2 0 0 16 0 0 18
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TOTAL
18
YES NO 157
Analysis: According to respondents most of the customer are used Birla Cement.
8.
The Quality Comparison Of Birla Cement SAMRAT With Other PPC Brands:
MARKET SURVEY: QWALIT COMPARISON
OPTIONS
SCORE 7 13 5 0
SCORE 13 11 1 0
71 79 24 1
TOTAL
79 80 70 60 50 40 30 20 10 0 BEST BETTER AVERAGE BELOW AVERAGE 1 24 TOTAL 71
Analysis: In this question responds were asked about the quality, in comparison with other PPC brands, of Birla Samrat, it is founds that quality of Birla Samrat is better then other PPC brand and Birla Samrat is best cement in comparison with other PPC brands.
9.
Timely delivery:
MARKET SURVEY: TIMELY DELIVERY
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YES NO
SUMIT RAHUL RAVI GOURAV JAYANT MANOJ TOTAL SCORE SCORE SCORE SCORE SCORE SCORE 24 25 50 14 25 25 163 1 0 0 11 0 0 12
TOTAL
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YES NO 163
Analysis: The respondents were asked whether they receive the delivery of cement on time (yes/no). According to the response most of customers are satisfied with delivery of cement on time.
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10.
Technical Consumer Services When Demanded: MARKET SURVEY: TECHNICAL SERVICES ON DEMAND
YES NO
SUMIT RAHUL RAVI GOURAV JAYANT MANOJ TOTAL SCORE SCORE SCORE SCORE SCORE SCORE 4 25 50 14 25 25 143 21 0 0 11 0 0 32
TOTAL
32
YES NO
143
Analysis: In this question the respondents were asked if company provides technical consumer services on demand, from the response most of customers are satisfied with the quality and services provided.
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CONCLUSION
The survey was done in the Chittorgarh & Bhilwara (Rajasthan). On the basis of this survey we conclude that: POPULARITY OF VARIOUS BRANDS OF CEMENT: MARKET SURVEY: Acceptability of different brand of cement according to the responding to the response received the most popular brand is BIRLA SAMRAT gets 35.35% response followed by BINANI with14.62%. MOST IMPORTANT FEATURES: MARKET SURVEY: ON THE BASIS OF PREFERENCE ORDER The response received, indicates that the most important feature is fast setting time with 31.56% followed by dark color cement with 29.21%. FACTORS INCREASING THE FAITH IN THE COMPANY MARKET SURVEY: FACTOR AFFECTING THE IMAGE OF THE COMPANY The respondents were asked about the most affecting factor is the low price 25.32% followed by on time availability with 21.68%. THE PERSON INFLUENCING THE BUYING BEHAVIOR: MARKET SURVEY: PERSON INFLUENCING WHILE PURCHASING THE CEMENT From the responses received, it was seen that 22.90% of respondents said that Engineers decides which cement to buy. MODE OF CEMENT ADVERTISEMENT, MOST SEEN: MARKET SURVEY: EFFECTIVE MEDIA The respondents said that the most often seen mode of cement advertisement is wall painting with maximum 29.32% followed by hoardings18%.
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KNOWLEDGE OF BIRLA CEMENT: MARKET SURVEY: KNOWLEDGE OF PRODUCT: The respondents said 96.57% customers are well known by Birla Cement. CUSTOMER OF BIRLA CEMENT: MARKET SURVEY: USED OF PRODUCT The respondents said 89.71% of customers are used the product. THE QUALITY COMPARISON OF BIRLA CEMENT SAMRAT WITH OTHER PPC BRANDS MARKET SURVEY: QUALITY COMPARISON Respondents founds the quality of Birla Samrat is better then other PPC brand and believes that Birla Samrat is best cement in comparison with other PPC brands(with 45.14%). TIMELY DELIVERY: MARKET SURVEY: TIMELY DELIVERY 93.14% Customers of Birla Cement are satisfied with delivery of the cement on time. TECHNICAL CONSUMER SERVICES WHEN DEMANDED: MARKET SURVEY: TECHNICAL SERVICES ON DEMAND In this question the respondents were asked if company provides technical consumer services on demand, customers are satisfied with the quality and services provided (with 81.71%).
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SUGGESTIONS
During this report we have studied the various aspect of management, its function & importance was totally new experience for us. We are very much grateful to everybody in BIRLA CORPORATION LTD.Before concluding my report we would like to give some suggestions: Company should increase T.V. advertisement. There should be customer awareness programmes and consumer education activity so that consumer can avail more services. Company should use sales promotion tools like discount and various schemes & offering to increase sales. The company should increase technical services &quality of packing. Company should improve Brand Image.
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