LINGAYAS LALITA DEVI INSTITUTE OF MANAGEMENT & SCIENCE SUBMITTED TO:MR.

PRANAV MISHRA SUBMITTED BY: SONAM BHATI Roll No.: 13719201711

Page 1

ACKNOWLEDGEMENT
A serious & lasting achievement of success, one can never achieve without the help of friendly guidance & co-proration of so many people involved in that work. First of all I am grateful I feel in depth to all who helped me in my work. I am thankful to H.OD. PRANAV MISHRA for the preparation of this Final project report.

I am thankful to all the retailers who gave me all response & co-proration during my survey. Last but not least I would like to thank my parents, friends because no work is possible without blessing and good wishes. I would also like to thank all of those who contributed direct or indirect during this whole project work. Yours sincere regards....

SONAM BHATI

Page 2

PREFACE
World is widening up & we cannot be confined to one place. In the present area of globalization it can never be possible to make a mark in todays competitive environment, without perfection in work. The perfection can result only from the proper match of theoretical as well as practical knowledge; person with theoretical as well as practical back ground will only be able to prove himself to best one. As a student of Bachelor of Business Administration (B.B.A) I have selected Aditya birla group for my Final Project. During this research, I have done a Quantitative Research on measuring satisfaction level of Retailers with Birla White brand vis--vis Other Brands.

Page 3

CERTIFICATE-1
I undersigned SONAM BHATI, the student of Bachelor of Business Administration (B.B.A) I hereby declare that the project work presented in this report is my own work & has been carried out under the supervision of H.O.D. PRANAV MISHRA of B.B.A DEPARTMENT .

Date: 07/SEP/2012 Place:NEW DELHI

Page 4

CERTIFICATE-2

This is certify that the study entitled " QUANTITATIVE RESEARCH ON MEASURING SATISFACTION LEVEL OF RETAILERS WITH BIRLA WHITE BRAND VIS--VIS OTHER BRANDS" submitted by SONAM

BHATI to MR.PRANAV MISHRA in partial fulfillment of the requirement for the degree Bachelor of Business Administration (BBA) in the

specialization of Marketing Management has been approved by the students advisory committee after an oral examination of the same in collaboration with the external examiner.

Examiner

Page 5

CONTENT
Chapter No Particular
Introduction Introduction to the Company Objective of the Study Need for Study 2 Research Methodology Limitations of the Project 3 Analysis and Interpretation 33-59 28-32

Page No.
7-27

4 5

Findings & Conclusions Recommendations Bibliography Annexure

64-66

INTRODUCTION

Page 6

I have completed my project report work in one of the unit of ADTIYA BIRLA GROUP of industries e.g.BIRLA WHITE CEMENT (GRASIM INDUSTRIES LIMITED). It is one of the biggest & largest cement making company in India. It was stated by Aditya Birla Group. Today the Aditya Birla Group has a unique place in national and international market. The Aditya Birla Group is among India's largest business houses. Operating in the country for over five decades and globally for nearly thirty years, its revenues today are in excess of US$ 6.7 billion, with net earnings of US $500 million, a US $ 6 billion asset base, and a market cap of US $ 5 billion and 700,000 shareholders. Its 40 state-of-the-art manufacturing units and sectorial services, anchored by 72,000 employees, criss-cross 18 countries including Thailand, Indonesia, Malaysia, Philippines, Egypt, Canada, USA and UK.

Changing the Role of Marketing

Page 7

Today marketing means to study & monitor environmental factors which helps the firm finding out detent need as creating needs for new, emerging & dynamic class of consumer by using creativity, innovation in provoking, penetrating &positioning the product.

It is the process to know perceived value of consumers, creating value driven products, measuring value delivery system to survive & sustain in highly competitive environmental factor, which continuously offer some opportunities &cause some threats. The role of mktg. has been changing continuously, since its emergence previously, it was given the equal importance like other departments, and then it was given more importance than other department subsequently. Marketing has become the canter point & marketing has become its integrative function. Consumer focus is a necessary in todays competitive world. Customer at present is the queen. In other words, customer is the passport to profit. At present customer become a most important consideration for every org. competition global quality standards economic relatives create need of consumer orientation & it become essential & how it can be achieved is shown in the following charts:

CEMENT INDUSTRY & MARKETING

Page 8

What is Marketing?

According to peter f. Ducker the Modern marketing concept is a customer orientation back integrated marketing wined at generating customer satisfaction as the key to satisfying organization goals, moreover, changing environment has provided many opportunities & threats to the marketing of their products.

What is Marketing Management?

Marketing management is the process of planning & distribution of ideas, goods & services to create exchange that satisfy individual & organizational goals.

What is the Need for Marketing of Cement?

It is found that cement plant works more than their efficiency even with large addition to capacity & the efficiency of new plants, the operating ratio is not as it should be because of a slower growth in consumption & bottle necks in transport. That is therefore witnessing a situation of glut affecting profitability mean while input cost have been growing steadily. As additional companies have come up in the southern & eastern regions, the awareness in the growth of industry in early years many years may become less pronounced. The major question there for relates to efficient marketing arrangements & prevention of movement involving cross haulage. There exists very stiff competition among cement marketers. Hence, they have to adjust themselves to changing situation & use of different types of raw materials as well as effective marketing efforts should be undertaken.

EXECUTIVE SUMMARY

Page 9

As a part of my training, I have selected to conduct QUANTITATIVE RESEARCH ON MEASURING SATISFACTION LEVEL OF RETAILERS WITH BIRLA WHITE BRAND VIS--VIS OTHER BRANDS Dealers Satisfaction For every organization distribution is very much important, without distribution a firm cannot even sustain in the market. In todays ever increasing competition every firm must have effective distribution to compete well. In cement product dealers can obviously perform well for his/her firm. Moreover being nearer to consumer they can also give very good suggestions for improvement of their companies. I conducted a survey of the cement retailer and stockiest in Ludhiana, however, I have tried to check the performance of BIRLA WHITE as compared to other cement companies, as far as dealers (retailers) satisfaction is concerned.

Customers Satisfaction

P a g e 10

The whole purpose of marketing process is customer satisfaction. Infect today customers satisfaction is the only justification for the existence of the organization. A simple method of studying customer satisfaction is to look thing from the customers perspective. The firm may find itself amazed at how it has set out to positively irritate & annoy the paying customers. The very simple logic that firm produces goods & services solely to create customers satisfaction & the success or failure in achieving long term satisfaction is what producer the firms sales, profit & ultimately survival & share value. Every organization should bear in mind that unhappy customer tell everyone about their complaints, unfortunately substantially more in value & frequently than satisfied customers talk about the good services, they have received company should do something about its complaining customer which is a major opportunity to do the business some good. Being a student of management &being aware of the increasing importance of customers satisfaction, I decide to conduct a survey regarding customer satisfaction in Ludhiana with reference of BIRLA WHITE.

REASON FOR SELECTING OF THE TOPIC

P a g e 11

I did my Final Project under the guidance of my project guide Dr. R.S. Gupata (Head of M.B.A Deptt.), I was offered to work in Ludhiana market and understand existing status of product BIRLA WHITE (GRASIM INDUSTRIES LIMITED). Due to geographical limitation, I was allowed to interact and take the help about Birla White Cement (Grasim Industries Limited). QUANTITATIVE RESEARCH ON MEASURING SATISFACTION LEVEL OF RETAILERS WITH BIRLA WHITE BRAND VIS--VIS OTHER BRANDS In Ludhiana City.

P a g e 12

The Aditya Birla Group is among India's largest business houses. Operating in the country for over five decades and globally for nearly thirty years, its revenues today are in excess of US$ 6.7 billion, with net earnings of US $500 million, a US $ 6 billion asset base, and a market cap of US $ 5 billion and 700,000 shareholders. Its 40 state-of-the-art manufacturing units and sectoral services, anchored by 72,000 employees, criss-cross 18 countries including Thailand, Indonesia, Malaysia, Philippines, Egypt, Canada, USA and UK. A premium conglomerate, the Aditya Birla Group is a dominant player in all of the sectors in which it operates. Such as Aluminums, Viscose Staple Fiber, Copper, Cement, Viscose Filament Yarn, Branded Apparel, Chemicals, Carbon Black, Fertilizers, Sponge Iron, Insulators, Power, Telecom, Financial Services and more recently Insurance. Grasim, Hindalco, Indian Rayon, Indo Gulf and Indal from its stables - rank among India's top 50 most respected and admired corporations

P a g e 13

Aditya Birla Group

A US $24 billion corporation with a market cap. Of US $23 billion, the Aditya Birla Group is anchored by an extraordinary force of 100,000 employees, belonging to 25 different nationalities. Over 50 per cent of its revenues flow from its operations across the world. The Aditya Birla Group's products and services offer distinctive customer solutions worldwide. The Group has operations in 20 countries - India, Thailand, Laos, Indonesia, Philippines, Egypt, China, Canada, Australia, USA, UK, Germany, Hungary, Brazil, Italy, France, Luxembourg, Switzerland, Malaysia and Korea. In India, the Group has been adjudged "The Best Employer in India and among the top 20 in Asia" by the Hewitt-Economic Times and Wall Street Journal Study 2007. Globally the Aditya Birla Group is: A metals powerhouse, among the world's most cost-efficient aluminium and copper producers. Hindalco, from its fold, is a Fortune 500 Company. It is also the largest aluminium rolling company and one of the 3 biggest producers of primary aluminium in Asia, with the largest single location copper smelter. No. 1 in viscose staple fibre. The 3rd largest producer of insulators. The 4th largest producer of carbon black The 11th largest cement producer globally and the 2nd largest in India Among the world's top 15 BPO companies and among India's top 3 Among the best energy efficient fertilisers plants. In India: A premier branded garments player The 2nd largest player in viscose filament yarn The 2nd largest in the Chlor-alkali sector

P a g e 14

 Among the top 5 mobile telephony companies A leading player in Life Insurance and Asset Management Rock solid in fundamentals, the Aditya Birla Group nurtures a culture where success does not come in the way of the need to keep learning afresh, to keep experimenting. Beyond Business: Working in 3700 villages Reaching out to 7 million people annually through the Aditya Birla Centre for Community Initiatives and Rural Development, spearheaded by Mrs. Rajashree Birla. Focus areas are: health care, education, sustainable livelihood, infrastructure and espousing social causes Run 45 Schools and 18 Hospitals Transcending the conventional barriers of business to send out a message that "We Care".

GRASIM
Grasim, the flagship company of the Aditya Birla group is an Rs.6248 crore company, with assets in excess of Rs.4993 crores, net profits of 885 crores, with 17 units. It is anchored by a committed 16000 workforce.

Grasim's key focus areas are Cement and Viscose Staple Fiber. Other businesses within Grasim's fold include sponge iron and textiles. One of India's most respected and admired companies, Grasim enjoys a leadership position in all of the businesses in which it operates.

It is the largest and the lowest cost producer of Viscose Staple Fibre globally.

P a g e 15

With a total grey cement capacity of 13.12 million tons per annum (T.P.A.), Grasim is among the largest producers of grey cement in India. It is one of the largest producers of white cement world over, with a capacity of 400 thousand tonnes per annum and the largest in S.E Asia. Its premium brand Birla White is the leader in white cement in India. Its innovative products recently launched include Birla White GRC (Glass Fibre Reinforced Concrete), Birla White Wallcare Putty, Birla White Textura and Birla White Kool n Seal. Birla White is also exported to several countries.

The Birla White plant is located in Kharia Khangar, District Jodhpur, Rajasthan and the GRC plant at Savli, District Vadodra and Gujarat

P a g e 16

Vision of Birla White

To be one of the Best Value Creators in the Aditya Birla Group by maintaining Industry Leadership position and by maximising Organisational Delight, Customer Delight, Employee Delight.

P a g e 17

PRODUCT PROFILE
PRODUCT OF THE UNIT At Grasim Industries Ltd. (White Cement Division), we manufacture world class products like: Birla White Cement. Birla White Wallcare Putty.

P a g e 18

Birla White Cement:Your lifestyle... your space... Your kind of Design... Welcome to the place that let's you have it all. With Birla White cement, your dream home is just a few clicks away. As this site will show you, it makes almost any kind of design you have in mind for your home possible. So versatile that it is actually a design tool that you can use at your own will. Right from creating an amazing array of flooring designs with Designer Floorings, Mosaic or Marble to applying unusual textured finishes to the walls that make up your home. Browse through and let your imagination unfold. And you'll see how Birla White can bring your dream home to life. Birla White Cement is the product of a unique decolourising process, which prevents oxidation of iron in the clinker. And maximizes whiteness. Its astonishingly high refractive index and opacity impart a brilliant lustre and smooth finish, even when mixed with pigments. Giving you cement that is pure, super white and mixes easily with inorganic pigments. No wonder Birla White cement is the no. 1 choice for the manufacture of decorative waterproof paints, Mosaic tiles and Terrazzo flooring. It is also widely used for innovative applications. Like smooth plaster, textured plaster, exposed aggregate plaster, ceilings, fungs, hollow blocks and architectural finishes. Birla White cement can either be used in its original form, or colored by adding inorganic pigments. Whichever way you want it.

Birla White cement is also exported to various countries like UAE, Bahrain and Oman. Doha-Qatar in the Middle East and Philippines, Singapore in South East Asia, Kenya, Tanzania, Nigeria, S. Africa, Mauritius, Nepal, Bangladesh, Australia and Sri Lanka.

Packaging: Available in 1kg, 5kg, 25Kg and 50 kg. Packs.

P a g e 19

Birla White Wallcare Putty:Birla White Wallcare Putty is white cement based putty. It provides a protective base for your expensive paints. Its superior water resisting properties prevent the paint from flaking even if the walls are damp. It's used to fill fine pores in walls and ceilings, so you get the smooth, dry surface that's so essential for painting. Birla White Wallcare putty has better water-resistance, adhesive strength and durability than ordinary putties. Being cement based it has better compatibility with the base plaster and forms a durable base for paints. It can be applied on both, Interior and exterior walls. Making it a mini-revolution in putties! Available in FINE & COARSE (MATT) finish. Only international standard white cement based Putty in India with Water-resistant properties. (HDB-Singapore Standards) Coarse Putty levels the wall surface. Fine Putty provides a thin skim-coat, which acts as a protective base for expensive paint. Packaging: Available in 5 & 20 Kg packs.

P a g e 20

Plant profile
Plant Birla White Cement is the premier flagship brand of Grasim Industries Ltd. (White Cement Division). Established in 1988, in technological association with Onoda Engineering & Consulting Japan, its initial capacity was 80,000 tonnes per annum. In response to increasing demand, a second unit was added with technology from Nihon Cement Co., Japan.

Today the company has an established capacity of 400 thousand tonnes per annum. Without doubt making it India's largest white cement company.

Eco Drive At Birla White, we believe in the environment deeply. They have an Environmental Management System in place, and an environmental policy that is aggressively promoted among our employees and the local community. They believe in sustainable development that preserves the environment. And technology selection that keeps environmental needs in mind. Is it any surprise then to discover that They've been awarded the IERS Level-5 & ISO 14002 Certification from DNV, Netherlands, for the very highest levels of environmental commitment? Quality System Birla White is the first cement plant to get ISO 9002 QMS certification from RWTUV, Germany. It is also IQRS level-5, certified from DNV, Netherlands.

P a g e 21

Technology Partners
The Birla White plant operates on the latest state of the art technology. The plant is equipped with novel equipments like the Vertical roller mill from Pfeiffer, Roller press from Koppern, Continuous blending silo from IBAU, Stacker and Reclaimer from Germany. The whole process is completely automated by using Distributed control systems of Leeds & Northup, USA, ABB Sweden, Fuzzy control system from FLS Automation, Denmark and supported with the on-line X-ray cement analyser from ARL, Switzerland. Giving you nothing less than the whitest white, world-class cement. Every time.

P a g e 22

GRASIM INDUSTRIES LIMITED (WHITE CEMENT DIVISION)

P a g e 23

TQIMS POLICY
Quality is the key stone of our business excellence and ultimate goal of customer (internal/external) satisfaction. we recognize our employees as the biggest assets and we are committed to conduct our business in a socially and ethically responsible manner & endeavor to create a safe & healthy environment at work place with due regard to environmental protection. AS A POLICY WE SHALL: Manufacture and supply white cement and new product based on white cement application conforming to our quality standards. Meeting the customer requirements. Benchmark & improvement our products, processes & systems according to defined key performance measures to achieve the objectives. Involve ourselves in societal development activities. Comply with all the requirements of ISO 9001, ISO 14001, OHSAS 18001 and SA 8000 standards. Respect the international instrument for social accountability and comply with all applicable laws of land and regulation. Reduce cost by eliminating losses/cost of poor quality company wide. Emphasize on continuous up gradation of technology. Prevention of pollution. Hazards and conservation of resources. Continually improve our quality. Environment occupational health, safety and social performance. Continuously assess and upgrade knowledge, skill and promote open communications to maximize employees & contractors contributions for creating safe & healthy condition at workplace. Identify, monitor, and control occupational hazards. To ensure that all operation are safe and do not create risk to man, machine & environment.

P a g e 24

To ensure that the contractor, transporters and other agencies entering the premises abide by the health & safety regulations of the company.

SAMPLING PLAN

SAMPLE SIZE:

Quota Sample (Retailers): 20% of 500 A-B-C category retailers in Ludhiana city Market. Universe Sample (Stockists): All Stockists in Ludhiana city. 100 Retailers selling BIRLA WHITE Cement & other products (like Wall Care Wall care putty sold by Paint Retailers). All Stockists of Birla White Brands in Ludhiana city. Selection of Sample: Random, from different markets of Ludhiana city. The spread of 100 nos. Retailers is proposed as under A Class (monthly off take = > 90 bags) 25 nos. B Class (monthly off take = > 50 & < 90 bags) 45 nos. C Class - 30 nos. Sources for Contact-details of Respondents: Company database

P a g e 25

SCOPE OF STUDY

SCPOE OF SURVEY DEDUCTED BY ME FOLLOWS:

Take the importance-rating & satisfaction-rating of Retailers on the identified factors. Also, identify the brands which the Retailers hold in high esteem on each of the factors. Most preferred brand of consumers. Retailer survey for performance of BIRLA WHITE CEMENT.

P a g e 26

OBJECTIVE OF STUDY
1. Measurement of Satisfaction level of Retailers with Birla White brand, on parameters important to them. 2. Identify benchmark brands which have a lasting Impression on Retailers mind on each of the important parameter... 3. To know the satisfaction level of dealers(Stockist & retailer) 4. To find out attitude of dealers (Stockist & retailer) towards various white cement brand.

5. To know dealers (stockist & retailers) suggestions for their respective companies.

P a g e 27

RESEARCH METHODOLOGY
It plays a key role in marketing process. It helps in formation of marketing mix. Product Price Place Promotion It is a systematic gathering recording and analyzing of data about problems relating to marketing of goods and services. Marketing executive need specific studies of problems and opportunity areas. They may need a market survey a product preference test, sales forecast or advertising effectiveness study. These studies require the talent of skilled researcher who can apply principle of sample size, sample design and questionnaire method to the task. These researchers usually make up the marketing research department. Marketing research offers special information about problems to be faced by marketing executives. The offers special information about problems to be faced by marketing executives. The studies are product oriented. It involves studies relating to buyer behavior product or brand usage, advertising awareness, sales promotion, dealer behavior etc.

P a g e 28

RESEARCH DESIGN
It refers to perfect planning of every minute aspects of the research procedure.It is the arrangement of condition for analysis of data in a manner that aims to combine relevance to research purpose with economy in procedure.

CHARACTERISTICS OBJECTIVITY: It should permit use of measuring instruments to measure the truth or fact that it was intended to fine out. The measurement is fairly objective in which every researcher using it arrives at same report. RELIABILITY: Consistency throughout the series of measurements. The investigator should frame his items in such a way that respondents only give genuine response. VALIDITY: The instrument should measure what it is measure. GENERALIZTION: Refers to how well the data collected from the sample can be utilized for drawing generalization. This may be applicable to larger group.

P a g e 29

DATA COLLECTION: I have done this extensive research for the retailer satisfaction using the survey method. In survey method I had collected two types of data. PRIMARY DATA SECONDERY DATA

PRIMARY DATA: This refers to the data collected for the first time by the researcher. The various sources from where I have collected the primary data are: RETAILERS STOKIST

SECONDARY DATA: This refers to the data collected from internal sources as well as external sources. Its also collected from the various websites, books, nobles.

TYPES OF INTERNAL SOURCES

TYPE OF EXTERNAL SOURCES

RETAILER BILLS STOCK ACTIVITY ACCOUNTS DEPARTMENT PRODCT COST SELLING ACTIVITY DEPARTMENTS

LIBRARY LITERATURE TRADE ASSOCIATIONS GOVERMAENT

METHOD OF DATA COLLECTION: Structure and opened and close ended questionnaire is used.

P a g e 30

PROBLEM IDENTIFICATION
The problems which prompt me to conduct such survey was to know to what extent the customers(retailers) of Birla white cement are satisfied as compared to consumers of other cement brands. Another problem was to know the degree of stockiest satisfaction in comparison of what others, which will have direct impact on sales. SAMPLING PLAN

POPULATION For dealers (retailers) satisfaction survey total dealers of Birla white cement in Ludhiana city. SAMPLING METHOD For my survey I have used convince sampling method. SAMPLE SIZE: Quota Sample (Retailers): 20% of 500 A-B-C category retailers in Ludhiana city Market. Universe Sample (Stockists): All Stockists in Ludhiana city. 100 Retailers selling BIRLA WHITE Cement & other products (like Wall care putty sold by Paint Retailers). All Stockists of Birla White Brands in Ludhiana city. Selection of Sample: Random, from different markets of Ludhiana city. The spread of 100 nos.

P a g e 31

Retailers is proposed as under A Class (monthly off take = > 90 bags) 25 nos. B Class (monthly off take = > 50 & < 90 bags) 45 nos. C Class- 30 nos. Sources for Contact-details of Respondents: Company database

P a g e 32

ANYALYSIS & INTERPRETATION

Analysis & interpretation is one of the most important step in the research procedure. The success or failure of the research largely depends on how successfully the analysis & interpretation is done. Make data meaningful we classify the data according to different variables to make it tabulation is done of the classified data main purpose of tabulation is done of the classified data main purpose of tabulation is to know the frequency of response. it helps to develop relationship between the data & also to compare the data. This whole thing is called analysis of data. Next stage after analysis of data is to interpret the analyzed data. Interpretation means what does the analysis means & on the basis of that to determine cause & effect relationship. In short, interpretation means to give meaning to over all analysis. The analysis & interpretation of retailers satisfaction survey & dealers research are as follows:

P a g e 33

1. Which are the Birla white brand you sale? i) Wall care putty ii) white cement Birla white cement 86 Wall care putty 100 BOTH 86 (cement & wall care putty)

iii) Both 86% 100% 86%

Interpretation

From this above chart it is shown that total 100 retailers sell Birla white putty and in that 100 retailer 86 sell Birla white cement also, It is clear that 100% retailer sell wall care putty and 86% retailer sell both wall care putty & white cement and only.

P a g e 34

FOR WHITE CEMENT 2. According to you which brand you feel satisfy in white cement and how much you are satisfied with them?

BIRLA WHITE 86

JK 9

Interpretation Above chart and table shows that 86 retailers are satisfied with Birla white cement and 9 retailers are also satisfied with jk white cement out of those 86 retailers.

P a g e 35

IN BIRLA WHITE CEMENT to 5) Parameter s (marks) Quality Fully satisfied 5 79 Satisfie d 4 7 Oka y 3 Nil Not satisfied 2 Nil

(Give marks from 0

much Unsatisfied No 1 idea 0 Nil Nil

Interpretation From the above graph & table , it show that 79 retailers give 5, means they are fully satisfied with Birla white and 7 retailers gave 4(satisfied) by Birla White when quality is concern. In present it shown as 92% fully satisfied, 8% satisfied, 0% okay, 0% not much satisfied, 0% unsatisfied, 0% no idea.

P a g e 36

IN BIRLA WHITE CEMENT (Give marks from 0 to 5) Paramete rs (marks) Price Fully satisfied 5 49 Satisfie d 4 34 Oka y 3 3 Not satisfied 2 Nil much Unsatisfie d 1 Nil No idea 0 Nil

Interpretation From the above graph & table it show that, 49 retailers gave 5 (fully satisfied), 34 retailers gave 4 (satisfied), 3 retailers gave 3(okay) when price concern. In present it shown as 57% fully satisfied, 40% satisfied, 3% okay and 0% not much satisfied, 0% unsatisfied, 0% no idea.

P a g e 37

IN BIRLA WHITE CEMENT (Give marks from 0 to 5) Parameter s (marks) Delivery Fully satisfied 5 68 Satisfied Oka 4 y 3 18 Nil Not satisfied 2 Nil much Unsatisfied No idea 1 0 Nil Nil

Interpretation

From the above graph & table it show that, 68 retailers gave 5 (fully satisfied), 18 retailers gave 4 (satisfied) when delivery is concern. In present it shown as 79% fully satisfied, 21% satisfied, 0% okay and 0% not much satisfied, 0% unsatisfied, 0% no idea.

P a g e 38

IN BIRLA WHITE CEMENT (Give marks from 0 to 5) Parameter s (Marks) Promotion Fully satisfied 5 24 Satisfied Oka 4 y 3 42 19 Not satisfied 2 Nil much Unsatisfied No idea 1 0 1 Nil

Interpretation From the above graph & table it show that, 24 retailers gave 5 (fully satisfied), 42 retailers gave 4 (satisfied), 19 retailers gave 3(okay) and 1 retailer gave 1(unsatisfied) when promotion is concern. In present it shown as 28% fully satisfied, 49% satisfied, 22% okay and 0% not much satisfied, 1% unsatisfied, 0% no idea.

P a g e 39

IN BIRLA WHITE CEMENT (Give marks from 0 to 5) Parameters Fully (Marks) satisfied 5 Payment 22 Satisfied Okay Not much Unsatisfied No idea 4 3 satisfied 1 0 2 46 18 Nil Nil Nil

Interpretation From the above graph & table it show that, 22 retailers gave 5 (fully satisfied), 46 retailers gave 4 (satisfied), 18 retailers gave 3(okay) when payment is concern. In present it shown as 26% fully satisfied, 53% satisfied, 21% okay and 0% not much satisfied, 0% unsatisfied, 0% no idea.

P a g e 40

IN BIRLA WHITE CEMENT (Give marks from 0 to 5) Parameters Fully (marks) satisfied 5 Packaging 67 Satisfied Okay Not much Unsatisfied No idea 4 3 satisfied 1 0 2 19 Nil Nil Nil Nil

Interpretation From the above graph & table it show that, 67 retailers gave 5 (fully satisfied), 19 retailers gave 4 (satisfied), when packaging is concern. In present it shown as 78% fully satisfied, 22% satisfied, 0% okay and 0% not much satisfied, 0% unsatisfied, 0% no idea.

P a g e 41

3. According to you which brands you feel satisfy in putty?

Interpretation From the above graph & table it show that, 90% retailers are satisfied with Birla white wall care putty, and 5% retailers are satisfied with build plus, 2% are satisfied with eco plus, 2% are satisfied with wall mate, 1% are satisfied with Pawan.

P a g e 42

FOR WALL CARE PUTTY (Give marks from 0 to 5) Parameters Fully (marks) satisfied 5 Quality 79 Satisfied Okay Not much Unsatisfied No idea 4 3 satisfied 1 0 2 16 5 Nil Nil Nil

Interpretation From the above graph & table it show that in Birla white cement 79 retailers gave 5 (fully satisfied), 16 retailers gave 4 (satisfied), 5 retailers gave 3(okay) when quality is concern. In present it shown as 79% fully satisfied, 16% satisfied, 5% okay and 0% not much satisfied, 0% unsatisfied, 0% no idea.

P a g e 43

FOR WALL CARE PUTTY

(Give marks from 0 to 5) Parameters Fully (marks) satisfied 5 Price 7 Satisfied Okay Not much Unsatisfied No idea 4 3 satisfied 1 0 2 32 54 5 2 Nil

Interpretation

From the above graph & table it show that, 7 retailers gave 5 (fully satisfied), 32 retailers gave 4 (satisfied), 54 retailers gave 3(okay), 5 retailers gave 2(not much satisfied), 2 retailers gave 1(unsatisfied) when price is concern. In present it shown as 7% fully satisfied, 32% satisfied, 54% okay and 5% not much satisfied, 2% unsatisfied, 0% no idea.

P a g e 44

FOR WALL CARE PUTTY (Give marks from 0 to 5) Parameters Fully (marks) satisfied 5 Delivery 70 Satisfied Okay Not much Unsatisfied No idea 4 3 satisfied 1 0 2 30 Nil Nil Nil Nil

Interpretation From the above graph & table it show that, 70 retailers gave 5 (fully satisfied), 30 retailers gave 4 (satisfied), when delivery is concern. In present it shown as 70% fully satisfied, 30% satisfied, 0% okay and 0% not much satisfied, 0% unsatisfied, 0% no idea.

P a g e 45

FOR WALL CARE PUTTY (Give marks from 0 to 5) Parameters Fully (marks) satisfied 5 promotion 24 Satisfied Okay Not much Unsatisfied No idea 4 3 satisfied 1 0 2 52 19 3 2 Nil

Interpretation From the above graph & table it show that, 24 retailers gave 5 (fully satisfied), 52 retailers gave 4 (satisfied), 19 retailers gave 3(okay), 3 retailers gave 2(not much satisfied), 2 retailers gave 1(unsatisfied) when promotion is concern. In present it shown as 24% fully satisfied, 52% satisfied, 19% okay and 3% not much satisfied, 2% unsatisfied, 0% no idea.

P a g e 46

FOR WALL CARE PUTTY (Give marks from 0 to 5) Parameters Fully (Marks) satisfied 5 Payment 17 Satisfied Okay Not much Unsatisfied No idea 4 3 satisfied 1 0 2 44 35 4 Nil Nil

Interpretation From the above graph & table it show that 17 retailers gave 5 (fully satisfied), 44 retailers gave 4 (satisfied), 35 retailers gave 3(okay), 4 retailers gave 2(not much satisfied), when payment is concern. In present it shown as 17% fully satisfied, 44% satisfied, 35% okay and 4% not much satisfied, 0% unsatisfied, 0% no idea.

P a g e 47

FOR WALL CARE PUTTY (Give marks from 0 to 5) Parameters Fully (Marks) satisfied 5 Packaging 27 Satisfied Okay Not much Unsatisfied No idea 4 3 satisfied 1 0 2 46 23 4 Nil Nil

Interpretation From the above graph & table it show that 27 retailers gave 5 (fully satisfied), 46 retailers gave 4 (satisfied), 23 retailers gave 3(okay), 4 retailers gave 2(not much satisfied), when packaging is concern. In present it shown as 27% fully satisfied, 46% satisfied, 23% okay and 4% not much satisfied, 0% unsatisfied, 0% no idea.

P a g e 48

4. According to you which are the brand have whiteness and strength most in white cement and how much you are satisfied with them?

(Give marks from 0 to 5) FOR CEMENT IN BIRLA WHITE Parameters Fully satisfied 5 Whiteness 65 & strength

Satisfie Ok d ay 4 3 21 Nil

Not much Unsatisfie No satisfied d idea 2 1 0 Nil Nil Nil

Interpretation Above chart and table shows that 86 retailers are satisfied with Birla white cement and 9 retailers are satisfied with jk white cement, when whiteness and strength is concern.rom the above graph & table it show that 65 retailers gave 5 (fully satisfied), 21 retailers gave 4 (satisfied), when whiteness and strength is Concern. In present it shown as 76% fully satisfied, 24% satisfied, 0% okay and 0% not much satisfied, 0% unsatisfied, 0% no idea.

P a g e 49

5. How much you are satisfied with the retailer scheme in white cement and putty? FOR WALL CARE PUTTY & CEMENT (Give marks from 0 to 5) IN BIRLA WHITE Parameters Fully satisfied 5 5 Satisfie Ok d ay 4 3 69 25 Not much Unsatisfie No satisfied d idea 2 1 0 1 Nil Nil

Retailers Scheme

Interpretation From the above graph & table it show that, 5 retailers gave 5 (fully satisfied), 69 retailers gave 4 (satisfied), 25 retailers gave 3(okay), 1 retailers gave 2(not much satisfied), when retailer scheme is concern. In present it shown as 5% fully satisfied, 69% satisfied, 25% okay and 1% not much satisfied, 0% unsatisfied, 0% no idea.

P a g e 50

6. According to you it is good to give painter token scheme in putty and how much you satisfied with it? (Give marks from 0 to 5) Company (Marks) BIRAL WHITE Fully satisfied 5 Nil Satisfie Ok d ay 4 3 36 47 Not much Unsatisfie No satisfied d idea 2 1 0 16 1 Nil

Interpretation From the above graph & table it show that, 83% retailers say yes and 17% say no and 36 retailers gave 4 (satisfied), 47 retailers gave 3(okay), 16 retailers gave 2(not much satisfied), 1 retailers gave 1(unsatisfied) when painter token scheme is concern. In present it shown as 0% fully satisfied, 36% satisfied, 47% okay and 16% not much satisfied, 1% unsatisfied, 0% no idea.

P a g e 51

7. Are you satisfied with on site/shop delivery without any conditions in cement and putty and how much you are satisfied with it? (Give marks from 0 to 5) Company (Marks) BIRAL WHITE Fully satisfied 5 66 Satisfie Ok d ay 4 3 33 1 Not much Unsatisfie No satisfied d idea 2 1 0 Nil Nil Nil

Interpretation From the above graph & table it shown that 99% retailers say yes and 1% retailer say no. Also shown 66 retailers gave 5 (fully satisfied), 33 retailers gave 4 (satisfied), 1 retailers gave 3(okay), when on site/shop delivery is concern. In present it shown as 66% fully satisfied, 33% satisfied, 1% okay and 0% not much satisfied, 0% unsatisfied, 0% no idea.

P a g e 52

8. How much you are satisfied with advance payment discount? (Give marks from 0 to 5) Company (Marks) BIRAL WHITE Fully satisfied 5 6 Satisfie Ok d ay 4 3 59 35 Not much Unsatisfie No satisfied d idea 2 1 0 Nil Nil Nil

Interpretation From the above graph & table it show that, 6 retailers gave 5 (fully satisfied), 59 retailers gave 4 (satisfied), 35 retailers gave 3(okay), when advance payment discount is concern. In present is shown as 6% fully satisfied, 59% satisfied, 35% okay and 0% not much satisfied, 0% unsatisfied, 0% no idea.

P a g e 53

9. How much you are satisfied with the painter/builder/engineer meet? (Give marks from 0 to 5) Company (Marks) BIRAL WHITE Fully satisfied 5 26 Satisfie Ok d ay 4 3 54 20 Not much Unsatisfie No satisfied d idea 2 1 0 Nil Nil Nil

Interpretation From the above graph & table it show that, 26 retailers gave 5 (fully satisfied), 54 retailers gave 4 (satisfied), 20 retailers gave 3(okay), when painter/builder/engineer meet is concern. In present it shown as 26% fully satisfied, 54% satisfied, 20% okay and 0% not much satisfied, 0% unsatisfied, 0% no idea.

P a g e 54

10.According to you which brands do display most effectively and how much you are satisfied with it? (Give marks from 0 to 5) Company (Marks) BIRAL WHITE Fully satisfied 5 34 Satisfie Ok d ay 4 3 48 18 Not much Unsatisfie No satisfied d idea 2 1 0 Nil Nil Nil

Interpretation From the above graph & table it show that 90% retailers say Birla white do display effectively and 5% say jk do display effectively and 5% other brand do display effectively in both putty and white cement and in Birla white 34 retailers gave 5 (fully satisfied), 48 retailers gave 4 (satisfied), 18 retailers gave 3(okay), when display is concern. In present it shown as 34% fully satisfied, 48% satisfied, 18% okay and 0% not much satisfied, 0% unsatisfied, 0% no idea.

P a g e 55

11.According to you, which brand is popular in white cement how much you are satisfied with it? (Give marks from 0 to 5) Company (Marks) BIRAL WHITE Fully satisfied 5 77 Satisfie Ok d ay 4 3 9 Nil Not much Unsatisfie No satisfied d idea 2 1 0 Nil Nil Nil

Interpretation From the above graph & table it show that 91% are say Birla white is popular and 9% say jk white is popular and in Birla white 77 retailers gave 5 (fully satisfied), 9 retailers gave 4 (satisfied), when demand of cement is concern. In present it shown as 90% fully satisfied, 10% satisfied, 0% okay and 0% not much satisfied, 0% unsatisfied, 0% no idea.

P a g e 56

12.According to you, which brand is popular in putty and how much you satisfied with it? (Give marks from 0 to 5) Company (Marks) BIRAL WHITE Fully satisfied 5 71 Satisfie Ok d ay 4 3 15 14 Not much Unsatisfie No satisfied d idea 2 1 0 Nil Nil Nil

Interpretation From the above graph & table it shown that 90% retailers say Birla white putty is popular and rest 10% say other like wall mate, build plus, eco plus and in Birla white 71 retailers gave 5 (fully satisfied), 15 retailers gave 4 (satisfied), 14 retailers gave 3(okay), when demand of wall care putty is concern. In present it shown as 71% fully satisfied, 15% satisfied, 14% okay and 0% not much satisfied, 0% unsatisfied, 0% no idea.

P a g e 57

13.Are you satisfied by technical assistance service cell and how much you are satisfied with it? (Give marks from 0 to 5) Company (Marks) BIRAL WHITE Fully satisfied 5 2 Satisfie Ok d ay 4 3 42 15 Not much Unsatisfie No satisfied d idea 2 1 0 Nil Nil 41

Interpretation

From the above graph & table it show that, 2 retailers gave 5 (fully satisfied), 42 retailers gave 4 (satisfied), 15 retailers gave 3(okay), when technical assistance service cell is concern. In present it shown as 2% fully satisfied, 42% satisfied, 15% okay and 0% not much satisfied, 20% unsatisfied, 41% no idea.

P a g e 58

14.According to you, in which brand you feel most satisfactory and how much you are satisfied with that brand? (Give marks from 0 to 5) Company (Marks) BIRAL WHITE Fully satisfied 5 29 Satisfie Ok d ay 4 3 60 11 Not much Unsatisfie No satisfied d idea 2 1 0 Nil Nil Nil

Interpretation From the above graph & table it show that, 29 retailers gave 5 (fully satisfied), 60 retailers gave 4 (satisfied), 11 retailers gave 3(okay), when promotion is concern. In present it shown as 29% fully satisfied, 60% satisfied, 11% okay and 0% not much satisfied, 0% unsatisfied, 0% no idea.

P a g e 59

SWOT ANALYSIS
A string brand image is the biggest strength of Birla white- Birla white is positioned in the minds of consumers in such a way that it reflects the strength of quality. Retailer scheme provide a competitive advancement to Birla white. Distribution is a key to success-cement and wall care putty is a bulky product involving cost of transportation. To avoid unnecessary cost. Birla white has unique distribution system. Because of its proximity to the Ludhiana, it has competitive access to the large export. Most of all quality is the key to success and Birla white brand maintain quality and it is certified like ISO 9001, ISO 14001, OHSAS 18001 and SA 8000 standards. Painter token scheme and cash discount also make Birla white more popular and retailer and painter get benefit of scheme. Promotion also a factor which affects satisfaction level and Birla white do promotion so effectively they provide displays to the retailers which lead or promote the product. Any product can reached in the market by retailer and company should solve the problems of retailers for that purpose Birla white does painter/retailer/engineer meet which enhance satisfaction level. Technical assistances cell also strength of Birla white but only few retailers know about this cell.

P a g e 60

WEAKNESS

The only weakness of Birla white is that company has suffers in some way because of local brand which are low cost.

OPPORTUNITIES

Birla white have good opportunity in wall care putty and white cement Birla white wall care putty , people are now aware with the putty benefits and they are purchasing it .

THREATS Birla white is having the highest share in Ludhiana. Hence, company does not suffer from any threat competitors or foreign companies coming in India. But only threat is competition between retailers.

P a g e 61

FINDINGS
Birla white have excellent quality and retailers are satisfied with the quality and no competitors have such quality like Birla white. Birla white have good quality but price is little high than other local competitor like Build plus, Coat Care, Max Rout, Mastro, Wall Mat, Pawan, Eco Plus, Super Mix, Eco,Classic, Asian, JK White etc. In Birla white retailers get low margin in wall care putty and local brand gave retailer high margin, so they promote the local brand but Birla white have good brand image in the mind of customer and retailer have faith on it because of quality. promotion in so important and according to retailers, Birla white do promotion by providing displays to retailers and many media use by Birla white for promoting. Birla white give cash discount to his retailers and they does regular painter and retailers meet. And almost all retailers satisfied with it. Birla white is a popular brand and it has changed its packaging, many retailers are say old packaging was good. But new packaging is so efficient in stopping mixing or cheating. Birla white also provide painter token in Birla white wall care putty. That makes painter satisfied and delight. And he use only Birla white. Birla white also have a cell Technical Assistance Cell which assess the quarry of customer. In Wallcare putty, there are 76(app.) local compotator, but retailers are satisfied with Birla white wall care putty.

P a g e 62

ADVANTAGES More demand of Birla white brand, it has a brand image and also an old company. Birla white has good quality. Consumers are satisfied after purchasing the Birla white product. Retailers are satisfied with Birla white brand. Technical assistance services also an advantage for Birla white.

DISADVANTAGES Only internal disadvantages. competition (mean competition between retailers) is

P a g e 63

LIMITATIONS
In my entire course of project I collected an interpreted the data with outmost reliability and consistency, but due to subjectivity and prejudice of the customers and dealers, I face certain limitations which are as follows: -

Survey is limited to Ludhiana region only. Answers of questionnaire depend upon belief of retailers which may differ from the reality. Survey is conducted by considering the time constraint sample size during this time period may not be adequate. Exaggerated information could have been given by retailers to impress or to cut short the interviewers. A chance of wrong answer is there.

P a g e 64

SUGGESTIONS
The performance of Birla white is good in the market & also Birla white has a brand name and it is very popular. But from the survey I found that there is more need to frequent advertisement is not considered directly in buying, but its essential to promote the sales.

To satisfied retailer and stockiest company should give more commission to retailers & give more credit terms and to satisfy retailers more attention on quality at fair prices.

Company should try to manage competition between retailers and try to build an association of retailers so they stop cut throat competition and get enough profit.

Company should do few more retailer meet in a year.

P a g e 65

CONCLUSION
As a part of my study, I have done my Final project in Birla white (Grasim Industries Limited).I have done Final project work on Quantitative Research on measuring satisfaction level of Retailers with Birla White brand vis--vis other brands.

I have taken visit of the unit & collected all the information regarding to the project report. And then take a survey on retailers satisfaction in Ludhiana city. From the survey of retailers, I conclude that retailers play an important role with the help of retailers product reached to the consumer. So it is important to satisfy them and they satisfied while; they went well quality at fair price & from the survey of retailers because retailers are key factor for the cement industry. If retailers are satisfied with level they get from the company than adversely it affects the companys sales.

Finally I would like to conclude that Birla white (Grasim Industries Limited) is one of the most reputed companies in the Indian market but still there are better scope of improvements. Company should take in to account dealers (retailer) suggestions & views to improve the performance.

P a g e 66

BIBLOGRAPHY
MARKETING MANAGEMENT: - PHILIP KOTLER (13TH Edition) Website :www.birlawhite.com Research Methodology : C.R.KOTHARI.

P a g e 67

ANNEXURE
TOPIC :- Quantitative research on measuring the satisfaction level of retailers with Birla white vis--vis other brand Name of shop : -___________________________ __/__/08 Name of respondent : -___________________________ Address : -___________________________ ___________________________ _____________________________ ____________ Rate according to your satisfaction level: For Fully satisfied give 5 b.) For satisfied give 4 c.) For okay give 3 d.) For not much satisfied give 2 e.) For unsatisfied give 1 f.) For no idea give 0 1] Which are the Birla white brand you sale? i) Putty ii) white cement iii) Both 2] According to you which brand you feel satisfy in white cement and how much you are satisfied with them? i) Quality ii) Price iii) Delivery iv) Promotion v) Payment vi) Packaging 3] According to you which brand you feel satisfy in putty and how much you are satisfied with them? i) Quality ii) Price iii) Delivery iv) Promotion v) Payment BW Other Other Birla white Date

Ph

no.

Other

Other

P a g e 68

vi) Packaging 4] According to you which are the brand have whiteness and strength most in white cement and how much you are satisfied with them? 5] How much you are satisfied with the retailer scheme in white cement and putty? 6] According to you it is good to give painter token scheme in putty and how much you satisfied with it? 7] According to you which brands give on site/shop delivery without any conditions in cement and putty and how much you are satisfied with it?

8] Are you satisfied with advance payment discount? 9] Which brand does the painter/builder/engineer meet? 10] Which brand do display most effectively?

11] According to you, which brand is popular in white cement? ___________________________ 12] According to you, which brand is popular in putty? ___________________________ 13] Are you satisfied by technical assistance service cell and how much you are satisfied with it? ___________________________ 14] According to you, in which brand you feel most satisfactory and how much you are satisfied with that brand? ___________________________

P a g e 69

Comments ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________

TOPIC :- Quantitative research on measuring the satisfaction level of retailers with Birla white vis--vis other brand

__________________ SUNEEL KUMAR

P a g e 70