3 ultratech

The Engineer’s Choice

Executive Summary

Dept. of MBA G.N.D.E.C Bidar

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EXECUTIVE SUMMARY

The project “A study on customer satisfaction towards Ultratech Cement” is a

research study which attempts to survey the prospective customers of Ultratech Cement.

It aims at collecting essential information about their views and opinions on

dimensions of Ultratech Cement and make analysis of the result obtained to draw

meaningful conclusion.

It provides the company information and recommendation on the sales advertising

of Ultratech Cement.

The focus of this project is on customer satisfaction towards Ultratech Cement in

Bidar City of a sample of 50 respondents.

The project covers the following phases :

Questionnaire Design

Field Work

Data Collection

Data Analysis

Conclusion

The conclusion recommendation in this report are based partly on the qualitative

inputs given by consumers and partly on the analysis than using MS-Excel Software.

Based on this sample properties the customer perception are predicted and

recommendations are given.


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This survey helps, to know whether the customers are satisfied or not with

Ultratech Cement, and it also helps suggesting what are the factors that must be improved

to increase customer satisfaction.

Therefore, today’s winning companies are those who succeed best in satisfying,

indeed delighting their target customers.

It would be very much please of this report to be helpful to any one referring it.

The data contained here is based on information collected from customers.


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General Introduction


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INTRODUCTION

“INDIA’S FIRST GLOBAL CORPORATION”

The Aditya Birla Group is India’s first truly multinational corporation. Global in

vision, routed in Indian values, the group is driven by a performance ethic pegged on

value creation for its multiple stake holders. A US $7.59 billion conglomerate with a

market capitalization of US$ 7 Billion. It is anchored by an extra ordinary force of 72,000

employees belonging to over 20 different nationalities.

Over 30% of its revenues flow from its operation across the world. The groups

products and services offer distinctive customer solutions. Its 66 state of the art

manufacturing units and sectorial services span India, Thailand, Indonesia, Malaysia,

Philippiness, Egypt, Cananda,Australia and

China.

A premium congloerate, the aditya birla group is a dominant player in all of the

sectors in which it operates. Such as viscose staple fibre, non ferrous metals, cement,

viscose filament yarn, branded appeal, carban black, chemicals, fertilisers, sponge iron,

insulators and financial services. It is

The world no .1 in viscose staple fibre.

The world’s largest single location palm oil producer.

Asia’s largest integrated aluminium producer.

A globally competitive, fast-growing copper producer

The world’s third largest producer of insulators.


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Globally, the fourth largest producer of carbon black

The world’s largest eighth largest producer of cement, and the largest in a single

geography.

India premier branded garments player.

Among India’s most efficient private sector fertilizer plants.

India’s second largest producer of viscose filament yarn.

The No.2 private sector insurance company and fourth largest asset management

company in India.


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Grasim Industries Ltd.

Grasim Aims:

“Zero defects, zero breakdowns, zero pollution and zero accidents zero customers

complaints and Zero losses though zero losses through zero abnormality movement”.

General Introduction:

Grasim industries Ltd. is a member of Aditya Birla Group as incorporated of

August 25th 1947 in state of Madhya Bharath (MP) Exactly 10 days after the country got

independence. Over these years the comp has amerger has a leading industrial

conglomerate, and in at present ranked amongst the 10 largest companies in private sector

in terms of asset, turnover and profit.

Mr. Kumarmangalum Birla, son of late Mr. Aditya Vikram Birla heads Grasim

industries Ltd.

Grasim is one of Indian’s tops ten industrial enterprises having 15 divisions

spread all over the country. Grasim has join ventures out of which four are in India and

five are in abroad.

Grasim ranks amongst the 10 largest private sector companies in India terms of

turn over, assets and profits, the company secured quality standard systems. It is leading

supplier of technology and machinery to the production of non made fiber it has received

prestigious award in the area of productivity and total preventive.


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The word GRASIM stand for

G : Gwalior

R & A : Rayon

S & I : Silk

M : Manufacture

The world of high performance terms BIRLA Stands for

B : Bench Marked

I : Innovative

R : Reliable

L : Learning

A : Adaptable


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Division of Grasim industries in Kumarapatnam.

A Grasim industry Ltd. At Kumarapatnam has three divisions.

1. Harier polyfiber division

2. Grasilene division

3. Engineering division


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COMPANY PROFILE

ABOUT RAJASHREE CEMENT DIVISION:

1. Introduction:

Rajashree cement company established in 1983, is single located longest gray

cement manufacturer and having a capacity of 3.20 MTPA cement production the cement

plant is also equipped with a capital thermal power plant of capacity 38.5 MW and

DGPP of 23.6 MW, thus having capacity to meet the customer’s demand all the time

with its own active power generation

The company produces a variety of product range in the cement, viz,

Ultratech cement – 43 Grade

Birla Super cement – 53 Grade

In order to meet the growing customer demands for the products Rajashree in the

part of Western and Southern regions, the following additional have been started.

Cement split grinding unit at Hotgi, with a capacity of 3500 TPD – 1995.

Bulk loading terminal at Dollaballapure with a capacity of 180 TPH of Packing –

1999.

Ready mix concrete plant at HYD with a capacity of 30m 3/ Hour –1999.

Key customer quality requirements like on time delivery, defect free products,

after sales services to customers etc, Are extended through our exclusive Birla super


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shoppers where in varieties of Rajashree cement are made available with free technical

(TASC) service.

2. Market share Ultratech Cement :

State : % Age

Karnataka : 22.0

Goa : 32.0

Maharashtra : 16.0

Tamil Nadu : 1.5

Andhrapradesh : 3.0


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MILESTONES OF GRASIM INDUSTRIES LTD.

Grasim was incorporated on August 25, 1947: just 10 days after India became

independent, manufacturing textiles made form imported raw materials. It is now a global

leader in viscose staple fiber (VSF), the country’s largest merchant producer of sponge

iron and the second largest caustic soda maker in India: and poised to be India’s largest

cement manufacturer.

2004

Completion of the implementation process to demerge the cement business of L&T and

completion of open offer by Grasim, with the latter acquiring controlling stake in the

newly formed company Ultra Tech.

Board reconstituted with Mr. Kumar Mangalam Birla taking over as Chairman

2003

Grasim’s Chemical Division receives the SA 8000 (Social Accountability) and

OHSAS 18001 certifications.

The board of engineering major Larsen & Turbo Ltd. ( L&T) decides to demerge

its cement business into a separate cement company Grasim will acquire an 8.5 percent

equity stake form L&T and then make an open offer for 30 percent of the equity of Co, to

acquire management control of the company.


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2002

The Grasim Board approves an open offer for purchase of up to 20 percent of the

equity shares of Larsen & Turbo Ltd. (L&T), in accordance with the provisions and

guidelines issued by the Securities & Exchange Board of India (SEBI) Regulations, 1997.

Grasim increases its stake in L&T to 14.15 percent. Grasim divests its Gwalior

unit to Melodeon Exports Ltd, and consolidates all textile operations as the Bhiwani unit,

which will manufacture both the ‘Grasim’ and ‘Graviera’ brands at a single location.

2001

Grasim acquires a 10.05 per cent stake is L & T.

Four Ready-mix concrete plants commissioned, with an aggregate capacity of one

Million cubic meters per annum.

Divests holding in Birla Technologies to PSI Data Systems.

2000

The Lawson Competency Centre is set up as a division of Birla Consultancy and

Software Services, the software arm of Grasim, following a tie up with Lawson Software

(USA), among Fortune’s top five private software companies.


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Consultancy and Software Services are spun off as a separate entity, called Birla

Technologies Ltd.,

Merger of Darani Cements into Gasim.

1999

Grasims viscose staple fiber (VSF) and rayon grade pulp units at Mavoor are

closed down owing o lack of raw material.

Third issue on September 16, 1999 to Indian Rayon’s GDRs holders: Three GDRs

in Grasim for every 10 GDRs in Indian Rayon, on damager of its Cement business into

Grasim. Nos: 1,624,336.

1998

Grasim’s first major acquistiion overseas – the Atholville Pulp Mill in Canada.

Grasim acquires Dharani Cements Ltd.

Grasim acquires Shree Digviay Cements Ltd.

The cement business of Group Company, Indian Rayon and Industries Ltd.,

(IRIL), is Transferred to grasim in a corporate restructuring exercise.

1996

The first phase of Grasim’s fourth VSF plat is commissioned at Karachi, Gujarat.

1995


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Grasi commissions two Greenfield cement plants – Grasim Cement at Raipur

(Madhya Pradesh) and Aditya Cement at Shambhupura (Rajasthan).

Grasim sets up two new spinning units – elegant Spinners at Bhivani (Haryana)

and Vikram Woollens at Malanpur (Madhya Pradesh).

1994

Second issue of GDRs on June 15, 1994 for US $ 100 million Nos: 4,878,048.

1993

Vikram is pat, India’s third-largest gas-based sponge iron plant, is commissioned.

Birla Consultancy and Software services is set sup, to provide IT cosulting

services and for software development.

1992

Grasim sets up Birla International Marketing Corporation (BIMC), a merchant

exporter.

First GDR issue on December 2, 1992 for US$ 90 million. No.: 6,933,745.

1991

A third production line is added at Vikram Cement.

1987

Vikram Cement’s second production line is commissioned.


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1985

Vikram Cement – Grasim’s first cement plant – goes on stream at Jawad, Madhya

Pradesh.

1977

Garasim’s third rayon plant – at Harihar, Karnataka – goes into production.

1972

A completely indigenous plant bases on Grasim’s own engineering and know –

how, begins production at Harihar, Karnataka

Grasim commences production of rayon grade caustic soda – a major raw material

for VSF production – at Nagda: another step towards becoming self- reliant.

1968

Rayon production commences at Mavoor, Kerala

1963

Grasim sets up its first rayon grade pulp plant at Mavoor, Kerala: the first to make

rayon grade pulp from bamboo and other hardwoods.

Grasim purchases a composite textile mill at Bhiwani, Haryana.

1962

Grasim starts an engineering division to provide plant and machinery for VSF

production.


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1954

Grasim begins rayon production at Nagda

1950

Grasim launches production of fabrics at Gwalior using imported rayon – a man-

made cellusose fiber.

1947

Grasim Industries Ltd. is incorporated


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Awards bagged by the company:

Rajashree cement division has received many awards in recognition for its efforts:

1993:

Awarded for out standing contribution towards the growth of industry by Hyderabad

Karnataka chambers of commerce.

Rajeev Gandhi national quality award – commendation certificate for effort and

commitment to quality in the field of chemical industry

Awarded first in “Working condition and use of explosive during safety week

celebrations of mines.”

ISO-9002 certification Jawaharlal Neharu Memorial National Award for energy

conservation for effective implementation of energy conservation methods

Attained revised ISO-9002 quality systems certification

Awarded first for 5th consecutive year for “dust suppression / best environment

condition “during safety week celebration organized by directorate of mines safety.

1995:

Jamnalal Bajaj uchit vyavahar puraskar trophy form council of fair business

practices, for addressing the customers complaints quickly and achieving

customer satisfaction.

1997:


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NCQC: Quality circle award. Certified for IQRS adequacy level –2 (nov,

1997)

1998:

ISO014001 certification

2nd Aditya Vikram Birla award for out standing technological innovations.

Attained IQRS – Level – 5

1999:

IMC- Ramakrishna Bajaj national quality award merit certificate

Attained IQRS level -6

2000:

NVBM & quality system.

2004:

Birla super cement received the environment excellence award under the silver

category by green tech foundation

Birla super cement certified with the OHSAS 18001:1999 for their occupational

health and safety management system by Det Norske Veritas (DNV)


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2005:

Rajiv Ratna Award - Best Chief Executive Gold Award by Greenland Society.

Rajiv Ratna National Award – Best Pollution Control.

National Safety Award by Govt.of India.

Environmental and Ecological Gold Award by Greenland Society.

Golden Peacock Eo – Innovation Award by IOD.

2006:

Greentech Environmental Excellence Award – By Greentech Foundation.

Planet Award for innovation in employee performance management from

Aditya Birla Group.

Young Achiever Award to Mr. Rakesh Jha from Aditya Birla Group.

Narmada cement company ltd amalgamated with ultratech pursuant to a scheme of amalgmation deemed approved by the board for industrial and financial reconstruction (BIFR) in terms of be provision os sick imdustrial companies act (SPECIAL PROVISION)

2007:

IMC Ramakrishna Bajaj National Quality Special Award for Performance Excellence – 2007 in Manufacturing Category


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2010

Ultra tech cement middle east investment ltd. A wholly owned subsidiary of the company hear accured management control of ETA star cement together with its operations in the U.A.E Bahain & Bangladesh

The cement business of grasim demerge &wasted in samrudhi cement ltd. In may 2010 subsequently samrudhi company ltd. Amalgamated with ultratech cement ltd in july 2010

.


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PRODUCT PROFILE

1. VSF: Among the world’s largest and most cost efficient producers, pioneered

production of VSF in India. Thailand and Indonesia.

2. Aluminum: The largest integrated producers of Aluminum, also among the world’s

lowest cost producers, a leading player first in the Indian aluminum market export

market spans north America, Europe, Africa and Asia.

Cement:

Third largest producers in India. India’s largest and among the world’s largest

producers of white cement. The company has a portfoulio of national brands such as

Birla super, Birla White and Birla Ready Mix, also nurturing regional brands such as

Vikram Cement and Rajeshree Cement

Grey Cement:

With a combined capacity of 14 million TPA, Grasim is among the largest

producers of Grey Cement in India. Its units are located at jawad and Raipur in Madhya

Pradesh, Shambhupura in Rajasthan, Malkhed in Karnataka, Sikka in Gujarat, and

Reddipalyam in Tamil Nadu. All the plants are located close to sizeable limestone mines

are fully automated to ensure consistent quality. All units use state–of-the-art equipment

and technology and are certified with ISO 9001 for quality systems and ISO 14001 for

environment management systems.


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White Cement:

Grasim is the largest producer of white cement in India, with a capacity of

4,00,000 TPA. Branded as Birla White, this division manufactures world – class white

cement in a variety of textures and finishes. It has application in floorings and exterior

wall finishes.

Ultratech : Premium composite cement:

Ultratech in new generation cement it is a PPC (Pozzolona portland Cement)

which is mixed with fly ash. It contains HIGH REACTIVE SILICA (HRS) in measured

proportions to enhance ultimate performance of concrete. Ultratech is manufactured

using latest state –of-the –art technology to meet international standards.

1. Carbon black: world’s 5th largest producers, largest producer in Thailand and Egypt

and second largest producers in India.

2. Apparel / Garments: India’s largest branded apparel company: Brands include Louis

philippe, van heusen, Allen Sally, Byford, peter England and San Frisco.

3. Viscose Filament Yarn: India’s second largest producer: also a Market leader.

4. Fertilizers: Brand leadership in market served.

5. Copper: Market leader in India with world sized plant.


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6. Petroleum Refinery: joint venture with Hindustan petroleum Corporation Ltd.

(HPCL) for a 9MMTPA crude oil refinery.

7. Power: Joint venture with power Gen (UK)

8. Telecommunication Joint venture Company with AT & T (USA) and Tatas, Idea

Cellular.

9. Financial services: Largest private sector Mutual found in India: joint venture with

sun life Assurance (Canada).

10. IT& Software: Foray into E – learning and E-business with a take over of

learning Company and all alliance to Birla Consultancies & Software Service the

software arm with the group Lawson Software (USA).

11. Sponge Iron: facility to produce both HBI (Hot Briquette Iron) & DRI

(Directly Reduced Iron).


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AN OVERVIEW OF INDIAN CEMENT INDUSTRY

The Indian cement industry is the second largest cement producer in the world,

with an installed capacity of 144 million tones. The industry has undergone rapid

technological up gradation and vibrant growth during the last two decades, and some of

the plants can be compared in every respect with the best operating plants in the world.

The industry is highly energy intensive and the energy bill in some at the plants in as high

60 % of cement manufacturing cost. Although the newer plants are equipped with the

latest state of the art equipment, there exists, substantial scope for reduction in energy

consumption in many of the older plants adopting various energy consumption measures.

During the 10th plan, the industry, which is ranked second in the world in terms of

production, is expected to grow at 10 % per annum adding a capacity of 40-52 million

tons, according to annual report of the Dept.of Industrial Policy and promotion (DIPP).

The report reveals that this grow the trend is being driven mainly by the expansion of

existing plants and using more flyash in the production of cement.

The Indian cement industry is a mixture of mini and large capacity cement plants,

ranging in unit capacity per kiln as low as 10 tpd to as high as 7500 tpd. Majority of the

production of cement in the country (94%) is by large plants, i.e., the plants having

capacity of more than 600 tpd.

The ordinary Portland cement (OPC) enjoys the major share (56 %) of the total

cement production in India followed by Portland Pozzolona cement (PPC) and port land

slag cement (PSC). A positive trend towards the increased use of the blended cement can

be seen with the share of blended cement increasing to 43 %. There is a regional


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imbalance in cement production in India are located in proximally to the raw material

sources, exploiting the natural resources to full extent the southern region is the most

cement rich region while other regions have almost same cement production capacity.

Salient features of Indian Cement Industry

o Indian Cement industry is the second largest in the world with an installed

capacity of 135 MPA. It accounts for nearly 6% of the world production.

o There are 124 large plants and around 365 mini plants. The industry presents a

mixed mixture with many new plants the employ state of the art dry process

technology and few old wet process plants having wet process kilns.

o Production from large plants (with capacity above 1 MTPA) accounts for 85% of

the total production.

o The cement industry has advised significant progress in term of reducing the

overall energy intensity.

o Dry process plant that weighted average thermal energy consumption was 734-

Kcal/ kg clinker, and weighted average electrical energy consumption was 89-

kwh/ tone of cement, the best energy consumption are 692 kcal/ kg clinker and 66

kwh/ tone of cement.


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Technical Developments in Indian Cement Industry

Different unit operations have undergone substantial development with

introduction of dry process technology in the cement industry, based on preheater and

precalciner.

Various kiln systems have been developed to achieve improved fuel efficiency.

The size of the modern dry process kiln are now standardized between 1500 tpd to as

high as 4500 tpd.

The development in the other areas include use of vertical roller mills in place of

ball mills for grinding raw materials and coal, use of pre-blending stock pile and

continuous homogenizing silos form homogenization of raw meal, use of roller press and

high efficiency separator for energy efficient cement grinding, electronic packaging

machines for improved weight reliability and efficiency. Packed bag loading machines,

advanced process control and instrumentation etc.

The dry process cement plants presently being installed equipped with most

effective pollution control measures to full fill the stipulations laid down by the pollution

control authorities. Suitable pollution control equipment of advanced design including

ESP, fabric bag dust collectors, gravel bed fillers etc.

Cement industry is an important barometer of a country’s economic well being.

This is an essential product for construction activity in rural and urban areas like.

Consider the numerous ways in which cement is used. Cement is essential for road,

housing, general infrastructure like dams, canals, powerhouses and industries big and

small etc., cement is the common denominator of progress.


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THEORETICAL BACKGROUND TO CUSTOMER SATISFACTION

Marketing

According to American Marketing Associations New York “Marketing is defined

as those activities and direct the frown of goods and services from production to

consumption”.

Customer

Customer is the central point and all the marketing activities revolve him. The

main aim of marketing is to meet and target customer’s needs and wants. The field of

consumer behavior studies how individuals, groups and organizations select, buy, use and

dispose of goods, services, ideas or experiences to satisfy their needs and desires.

Customer Satisfaction

“Whether the buyer is satisfied after purchase depends on the offer’s performance

in relation to the buyer’s expectations”.

Satisfaction is a person’s feeling of pleasure or disappointment resulting from

comparing a product’s perceived performance in relation to his or her expectations. If the

performance falls short of expectations, the customer is dissatisfied. If the performance

matches the expectations, the customer is satisfied. If the customer exceeds the

expectations, the customer is highly satisfied or delighted.


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Managing Customer Satisfaction

Through the customers buy an any products or goods they are expect certain level

of satisfaction of particular needs or situation requirements at a particular period. The

need based satisfaction will depend upon customers perception of product or service

derived will be proportional to the difference between actual performance and perceived

performance of a product.

The lower the difference, the greater the satisfaction. Customer satisfaction in

gaining importance day – by – day. It doesn’t mean those earlier marketing companies or

manufactures were neither keen nor equipped to evaluate customer satisfaction, but of

late it has assumed great significance for :

1. Large numbers of competing brands or products are available in the market.

2. Better brands or better substitutes are coming up in the market to replace old

brands or products.

3. Costumer awareness has gone up tremendously due to mass advertising on

electronic media etc.,

4. Better technology gives to the better quality.

5. Higher productivity meaning lower prices or even sustenance of prices.

Therefore, the search for service excellence for those concerned with customer

service and the support for the product is being driven by above cited factors.


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Customer Service and Support

The customer service and support is an activity, which has been under managed in

the part, but with the emergence of professional service support management, the quality

of support perceived by a customer is generally rising.

Delivering appropriate level of customer service and support has become major

challenge for companies and therefore there is an urgently need for an organization to

review their activities in the light of competitive pressures, with the knowledge that. It the

task is well done customer service and support may in a good business to achieve this,

this sector must be fully integrated into every relevant activity if it is to be managed

effectively from the design stage to the final stage of the product.

The scope of Customer Service and Support

The primary focus of customers service and support is to ensure that the customer

has maximum utility and derives maximum value for his money from the purchase.

The term customer service is often used by people to cover the process of dealing

directly eight customers, much has been written on the general topic of customer care

ranging from telephone techniques to dealing with difficult customers. Jan Catlzon of

Airlines, as, popularized their area by using term “Movements of truth” pointing out that

the customer judges the whole organization.

Measurement of Customer Satisfaction

Guaging the level of customer satisfaction and its determinants is critical for

every company. Marketers use such data to retain customers, sell more products and Dept. of MBA G.N.D.E.C Bidar

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services, and improve the quality and value of their offerings and qualitative measures as

well as a variety of contact methods with customers.

The methods.

1) Customer Satisfaction Survey

Generally customer satisfaction survey used 5 cementic differential scales

ranging from very dissatisfied to satisfy. The survey measures how satisfied customers

are along relevant attributes of the product or service in the relative importance of the

attribute. Research shows that customers who indicate they are very satisfied are much

more profitable and loyal than customers who indicate that they are satisfied. Therefore,

companies that merely strive to have satisfied customers are making crucial error.

2) Customer Expectations Verses their Perceptions of the Product or Service

Delivered

This approach customer satisfaction or dissatisfaction it is a function of the

difference between what they had expected to get from the product or service purchased

in their perceptions of what they received. A group of researcher developed as scale that

measure performance of the service received against two expectations. Adequate service

and desired service, and also measures the customer future intensions regarding

purchasing the service, this approach is more sophisticated that standard customer

satisfaction surveys and more likely to yield result that can be used to develop corrective

measures for product and services that fall short of customer expectations.


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3) Mystery Shoppers

This method consists of professional observer, posing as customer to survey and

provide un biased evaluation of the operation service against the company’s service

standard in order to identify opportunities for improving productivity and efficiency.

4) Critical Incident Method

This method consist of asking customer to think back and describes interactions

that they had with employees in a particular industry, such as hotels or airlines, that they

recall particularly satisfying or dissatisfying. This qualitative tool can yield important in

sites that can be used to trained employees better. One study discovered that, some what

surprisingly, many experiences cited as particularly satisfying were incidence where the

service employees, the customer remembered it as a particularly satisfactory experience,

some argue that this method if used by it self is insufficient, but should only be used in

the context of additional data on the customer marketer relationship.

5) Analyzing Customer Complaints

Researcher indicates that only a few unsatisfied customer actually complaints.

Most unsatisfied customer say nothing but switch to competitors a good complaint

analysis system should.

a) Encourages customer to complaint and provide suggestion for improvement by

having adequate forms and mechanism beyond the routine how was everything ?


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Questions. A good approach is to include examples on the suggestions and

complaint forms of how fast customer input helped improve service.

b) Establish listening costs were specially designated employees either listens to

customer comments or actively solicit input from them

c) Each complaint, by itself provides little information. The company must have a

system in which companies are categorized and then analyzed

6) Analyzing Customer Defections

Because high customer loyalty rates are an important competitive advantage and

because it is generally much cheaper to retain customers than to get new one, companies

must find out why customers leave and also intervene when customers behaviour show

that they may be consider leaving.


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DESIGN OF THE STUDY

A) STATEMENT OF THE PROBLEMS

In a market of stiff competition various brands of cements are available to the

customers. Customer satisfaction has gained importance due to severe competition.


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B) OBJECTIVES OF THE STUDY

To know the awareness of the customers about the Ultratech Cement.

To study the response of customers, towards the performance of Ultratech Cement.

To analyse the satisfaction level of customer toward price.

To know the effective media for advertising the Ultratech Cement.

To find out whether the Ultratech Cement Dealer are providing good service.

To analyse the competitors for Ultratech Cement.


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C) SCOPE OF THE STUDY

Ultratech Cement is one of the leading brand in Bidar city. But it is facing more

competition in the city from different brands.

As the competition in Cement industry is growing day-by-day, Ultratech needs to

concentrate on production especially the opinion of customers about the company,

because it is the main factor that can influence the buying process.

1. The project was undertaken by meeting the customers. It was a survey to

know the customers intensions towards Ultratech Cement.

2. The study would help significantly the company whether the Customers are

aware that Birla Plus is now Ultratech.


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RESEARCH METHODOLOGY:

PROBLEM IDENTIFICATION:

When a company manages the channel, the Customer is the final an important

link between a producer or other intermediaries and the buyers who are the end-users, it is

necessary to find out the intensions or the expectations of the customers or the final

customers. Because customers are the main people who buys the product. So findings

their satisfaction level and their intension towards company are important. That’s the

management of Ultratech Cement offered me this topic as a research problem. Hence my

project title is “A study & analysis on customers satisfaction towards Ultratech Cement”.

RESEARCH DESIGN:

A research design provides the frame work to be used as a guide in collecting and

analyzing data. Type of research obtained to complete this research is descriptive

research.

DECCRIPTIVE RESEARCH:

This essentially follows exploratory research or after the hypothesis has been

designed. It establishes relationships between variables and gives a complete account of

strength of these relationships. It provides an action oriented strategy as a final output

which can be used by the research.


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DATA COLLECTION

Data sources can be classified into:

1. PRIMARY DATA :

Primary data consist of original information collected for specific purpose. In

this study primary data has been used. This project relied on the response from

Customers as primary data. To obtain this primary a well structured

questionnaire was prepared and the samples were met face to face to get

response towards Ultratech Cement.

2. SECONDARY DATA :

Secondary data consists of information that already exists somewhere, having

been collected from other purpose. In these secondary data was pertained from

the brochures of the company and old journals.


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TYPES OF QUESTIONS USED IN QUESTIONNAIRE:

Multiple choice questions:

They are faster to administer and lend themselves to analyse using various

statistical techniques.

Dichotomous:

These are simple yes or no type of questions which are very very easy to

administer

Direct indirect questions :

Open & close ended questions :

SAMPLING PLAN:

Sampling method : The sampling method is random sampling method

Sample size : The sample size is 50 respondents.

Sample unit : The customers in Bidar city (Karnataka State).


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STRUCTURE OF RESEARCH METHODOLOGY

Research design : Descriptive

Data sources : Primary data, secondary data

Research approach : Survey method

Research instrument : Structured questionnaire

Contact method : Personal

Population : Customer’s in Bidar

Sample size : 50 respondents.


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LIMITATIONS OF THE STUDY

The project may not reveal the entire customers of this brand, but the study was

limited to 50 customers.

The study was limited to a particular Geographical area i.e., in Bidar City.

This data & analysis cannot be used for future application, because it is just study.

The study was to short i.e., 1 ½ months (45 days).

Few respondents were rude while answering the questions due to their busy schedule.

The analysis is based on customer opinion at the time of survey. This study may not

produce same findings if done at the latter stage.


41


Analysis & Data

Interpretation


42

Awareness about the Ultratech Cement

23

15

10

2

0

5

10

15

20

25

Engineers Masons Advertisement Friends

Sources

No.

of R

espo

nden

ts

Engineers

Masons

Advertisement

Friends


Table No. 3. 1 : Awareness about the Ultratech Cement

An attempt is made to know how the respondents come to know about this

Ultratech Cement, from different sources as shown in below table

Source No. of Respondents Percentage (%)

Engineers 23 46 %

Masons 15 30 %

Advertisement 10 20 %

Friends 02 4 %

Total 50 100 %

Many respondents are aware of this brand through Engineers & masons. Because

the customers having faith on Engineers & masons as they are more knowledgeable than

the customers.


43

15

5

28

2

0

5

10

15

20

25

30

No.

of R

esp

ond

ents

BrandReputation

QuickService

Quality Value forMoney

Motivating Factors

Respondents Opinion to buy the Ultratech Cement

Brand Reputation

Quick Service

Quality

Value for Money


Table No. 3.2 : Respondents Opinion to buy the Ultratech Cement

A study was also conduct to know the factors which are motivating the

respondents to buy this cement as shown in below table motivating factors.

Motivating Factors No. of Respondents Percentage (%)

Brand Reputation 15 30 %

Quick Service 05 10 %

Quality 28 56 %

Value for Money 02 4 %

Total 50 100 %

While purchasing the cement many of respondents look for quality of cement and

brand reputation and few of the respondents will buy the cement because of good service

provided by the Dealer and value for money.


44

32

13

5

0

5

10

15

20

25

30

35

No.

of

Res

pon

den

ts

Through Dealer Through Retailer By Direct

Modes

Mode of Purchase

No. of Respondents


Table No. 3.3 : Mode of Purchase

An attempt is made to know how the respondents purchase of

Ultratech Cement, through. As shown in below table modes.

Modes No. of Respondents Percentage (%)

Through Dealer 32 64 %

Through Retailer 13 26 %

By Direct 05 10 %

Total 50 100 %

Most of the customer mode of purchase is through dealer, because of small

purchases and few customers will purchase through company directly because of bulk

purchase.


45

4

27

17

2

0

5

10

15

20

25

30

No.

of R

espo

nden

ts

Excellent Good Average Poor

Motivating Factors

Level of Service

Excellent

Good

Average

Poor


Table No. 3.4 : Level of Service Offered by Dealer

The services (during & after sales) to the customers by the

dealer of the company help to retain the customer in the long run.

Level of Service No. of Respondents Percentage (%)

Excellent 04 8 %

Good 27 54 %

Average 17 34 %

Poor 02 4 %

Total 50 100 %

Majority of the respondents are satisfied with the service offered by the dealer.

And few respondents are not satisfied because of delay in services


46

YesNo

28

22

0

5

10

15

20

25

30

No.

of R

esp

ond

ents

Category

Past Usage

Yes No


Table No. 3.5 : Level of Cement Usage in the Past.

An attempt is made to know whether the respondents has used

or purchased the cement in past.

Past Usage No. of Respondents Percentage (%)

Yes 28 56 %

No 22 44 %

Total 50 100 %

Many respondents are loyal to this brand and prefer only this Cement and some

respondents are new to this brand.


47

42

8

0

5

10

15

20

25

30

35

40

45

No.

of R

esp

ond

ents

Satisfied Not – satisfied

Opinion

Opinion towards the Packaging of Cement

Satisfied

Not – satisfied


Table No. 3.6 : Respondents Opinion towards Packaging of Cement

The study was also conducted to know the level of satisfaction

towards the packaging of Ultratech Cement.

Opinion No. of Respondents Percentage (%)

Satisfied 42 84 %

Not – satisfied 08 16 %

Total 50 100 %

Majority of the respondents are satisfied by the Packaging Material used by the

company


48

10

36

4

0

5

10

15

20

25

30

35

40

No.

of

Res

pon

den

ts

Partly Satisfied Fully Satisfied Not-satisfied

Satisfaction Factor

Satisfaction Level of Ultratech Cement

No. of Respondents


Table No. 3.7 : Satisfaction of Ultratech Brand with other Company’s

A study conducted to know the satisfaction of Ultratech Cement

when compared to other brands.

Satisfaction No. of Respondents Percentage (%)

Partly Satisfied 10 20 %

Fully Satisfied 36 72 %

Not-satisfied 04 8 %

Total 50 100 %

When compared to other company brand Ultratech Cement as fully satisfied the

respondents and few respondents were not satisfied. Due to delay service provided by

the dealer.


49

23

3

6

18

0

5

10

15

20

25

No.

of R

esp

ond

ents

Crack Resistant Quick Service Packaging Grade of Cement

Quality Factors

Customers Opinion towards Quality of Cement

CrackResistant

QuickService

Packaging

Grade ofCement


Table No. 3.8 : Customers Opinion towards Quality in Cement

A study was conducted to know how respondents think about quality of cement.

The quality factors are shown in below table.

Quality Factor No. of Respondents Percentage (%)

Crack Resistant 23 46 %Quick Service 03 6 %Packaging 6 12 %Grade of Cement 18 36 %Total 50 100 %

Most of the respondents suggest the quality as crack resistance and Grade of

cement while purchasing few customers suggest the quality as packaging and quick

service provided by the dealer.


50

42

8

0

0

5

10

15

20

25

30

35

40

45

No.

of

Res

pon

den

ts

Appropriate More Less

Opinion

Respondents Opinion towards the Price of Ultratech Cement

Appropriate

More

Less


Table No. 3.9 : Respondents Opinion towards the Price of Ultratech Cement

A study was conducted to know respondents opinion towards the

price of the Cement charge by the Company.

Opinion No. of Respondents Percentage (%)

Appropriate 42 84 %

More 8 16 %

Less 0 0 %

Total 50 100 %

The price of 50 Kg bag of Cement is Rs. 218.00 which is quite reasonable

compared to other brands.


51

Effective Media

24%

50%

4%

22% Television

Wall Painting

News Paper

Others


Table No. 3.10 : Effective Media for Advertising of Ultratech Cement

The respondents were also asked to suggest the effective media for advertising the

Ultratech Cement. The different media are show in below table.

Media No. of Respondents Percentage (%)

Television 12 24 %

Wall Painting 25 50 %

News Paper 2 4 %

Others 11 22 %

Total 50 100 %

Wall painting is the effective media for advertising the Ultratech Cement few

respondents would suggest television and other media such as dealer board, retailer

board, painting on side by of buses and other vehicles is also effective.


52

18

12

19

1

0

2

4

6

8

10

12

14

16

18

20

No.

of R

esp

ond

ents

Vasavadatta Cormandel King ACC Others

Brands

Alternatives Brands

Vasavadatta

CormandelKing

ACC

Others


Table No. 3.11 : Alternative Brands in Market other than Ultratech Cement

The study was conducted to know the Alternative Brands available in the market.

The respondents were asked to suggest the other brand they are going to purchase, if

Ultratech Cement is not available in the market.

Brands No. of Respondents Percentage (%)

Vasavadatta 18 36 %

Coramandel King 12 24 %

ACC 19 38 %

Others 01 2 %

Total 50 100 %

Most of the respondents would like to go for ACC & Vasavadatta Brand by this

we can suggest that ACC & Vasavadatta are major competitors to Ultratech Cement. Few

respondents would like to go for Cormandel King.


53

Ultratech Others

40

10

0

5

10

15

20

25

30

35

40

No.

of R

esp

ond

ents

Brands

Priority of buying Ultratech Cement in future

Ultratech

Others


Table No. 3.12 : Priority of buying the Ultratech Cement in future

Brands No. of Respondents Percentage (%)

Ultratech 40 80 %

Others 10 20 %

Total 50 100 %

All most all the respondents would like to purchase the cement in future because

of quality and good service provided by the Dealer.


54

Recommendation of Respondents to others to Buy

46

4

Yes No


Table No. 3.13 : Recommendation of Respondents to others to Buy

A study was also conducted to know whether the respondents will recommend others to buy the

Ultratech Cement or not. Because, satisfied customers play’s a vital role in attraction of new customers and

it act’s as a impersonal advertisement.

Recommendation Factor

No. of Respondents Percentage (%)

Yes 46 92 %

No 04 8 %

Total 50 100 %

All most all customers are satisfied and will recommend others to buy this brand

as we all know one satisfied customers will bring few more customers.


55

YesNo

5

45

0

5

10

15

20

25

30

35

40

45

No.

of R

esp

ond

ents

Suggestions

Changes to be made in Ultratech Cement

Yes No


Table No. 3.14 : Changes to be made in Ultratech Cement

A study was also conducted to know the respondents suggestions towards the

changes in the Ultratech Cement.

Suggestions No. of Respondents Percentage (%)

Yes 5 10 %

No 45 90 %

Total 50 100 %

From the above table and graph it was found that majority of the respondents said

that there is nothing to change in the Ultratech Cement. Few of the respondents suggested

that there is a need of change in price and quick service.


56


Findings,

suggestions &

conclusion


57


FINDINGS

Engineers & masons are the major sources from which customers become aware

about Ultratech Cement.

The service provided by the Dealer is good.

The pricing strategy adopted by the company is appropriate.

The packaging material used for packaging the cement is satisfying the customers.

Dealer is the main mode through which customer is purchasing the Cement.

Effective advertising is done through wall painting, bus painting, boards etc.,

ACC & Vasavadatta are the major competitors to Ultratech Cement.


58


SUGGESTIONS

From the study it is suggested that wall painting and television are the most effective

media for advertising the Ultratech Cement for rapid attraction of customer.

From the study it is suggested that to overcome and survive in competitive market

there is a need for quicker and better service.

Quality should be continuously improved and treated to meet competition.

Promotional offers like discounts, gifts etc., are provided for bulk purchasers.

From the study it is suggested that pricing should be appropriate to capture in market.

Credit facility or installments should be provided for regular purchasers.


59


CONCLUSION

The result of the study is based on 50 samples drawn across Bidar City. In

connection to these a question was posed to respondent to recommend the present

running brand in the market. Most of them have quoted to Ultratech Cement. Thus from

the above statement the conclusion can be drawn as follows:-

The Ultratech Cement is fast moving, compared to other companies. Maximum

number of respondents have recommend Ultratech Cement to others.

The company is facing heavy competition with ACC and Vasavadatta.

The Ultratech Cement is the market leader.

The company is providing excellent technical assistance and service to the customers

(TASC).

The company always maintain good quality because of this maximum number of

respondents recommend this brand.

The company is also providing mobile concrete testing labs on call.


60


BIBLIOGRAPHY

1. Marketing Management - By : Philip Kotler

2. Marketing Research - By : Tull & Howkins

3. Marketing Research - By : D.D. Sharma

4. Research Methodology - By : G.C. Beri

5. Marketing Research - By : Naresh Malothra

6. Consumer Behavior - By : Schiffman & Kanuk

Websites:

www. adityabirla.com

www. Grasim.com

www. Googlesearch.com


61


Annexure


62

3 ultratech

Documents