Contents

1. Introduction .................................................................................................................................... 3 1.1 Company Profile ............................................................................................................................... 3 1.2 1.3 Philosophy .............................................................................................................................. 5 Groups of IMRB International ................................................................................................ 6

Kantar Group .......................................................................................................................................... 6 Walker Information Global Network (WIGN) ........................................................................................ 6 Associates And Affiliate Companies ...................................................................................................... 7 Yankee Group ......................................................................................................................................... 7 1.4 Group objective of Joining IMRB International ..................................................................... 8

1.5 Ownership Structure ........................................................................................................................ 9 1.5 1.7 Organization Structure ......................................................................................................... 10 Research Sectors in IMRB International .............................................................................. 12

Abacus Market Analytics ...................................................................................................................... 12 BIRD ...................................................................................................................................................... 13 BSG ........................................................................................................................................................ 14 Brand(Ed) Solutions From IMRB Brand Science .................................................................................. 15 Brands In Motion (Bim) Tracking at IMRB ........................................................................................ 15 The BiM edge ........................................................................................................................................ 15 1.8 Customer Relationship Assessment (CRA) By IMRB International ............................................... 16 Customer Transaction Assessment (CTA) ............................................................................................ 16 Channel Loyalty .................................................................................................................................... 16 Supplier Relationship Report (SRR) ..................................................................................................... 17 Internal Customer Satisfaction ............................................................................................................ 17 Lost Customers Assessment (LCA) ....................................................................................................... 17 Reputation & Stakeholder Assessment (RSA) ..................................................................................... 18 Financial Impact Modeling (FIM) ...................................................................................................... 18 Mystery Shopping ................................................................................................................................ 18 The TAO Of Loyalty ............................................................................................................................... 18 1.9 Different Types of Research ........................................................................................................... 19 Pricing Research ................................................................................................................................... 20 Promotion And Advertising Research .................................................................................................. 21 Media Research .................................................................................................................................... 22 B2B And Industrial Research ................................................................................................................ 22

Channel And Retail Research ............................................................................................................... 24 Product And Packaging Research ......................................................................................................... 26 The other key features on offer ........................................................................................................... 26 Packaging Testing.................................................................................................................................. 27 1.10 Types Of Process Undertaken By IMRB:- ..................................................................................... 28 Types Of Process Undertaken By IMRB (In Detail) .............................................................................. 29 Project Knowledge ............................................................................................................................... 29 Field Processes ..................................................................................................................................... 30 FW Progress Monitor ........................................................................................................................... 31 Back checks ........................................................................................................................................... 31 Quality Control ..................................................................................................................................... 31 Services offered at IMRB International: .............................................................................................. 32 1.11 Quantitative And Qualitative Research ....................................................................................... 33 Types of Quantitative research ............................................................................................................ 33 Types of Qualitative research .............................................................................................................. 33 1.12 Sectors in Which IMRB International Research ........................................................................... 34 1.13 COMPETITORS OF IMRB International......................................................................................... 35 1.14 SWOT Analysis .............................................................................................................................. 36 S.W.O.T. Analysis of IMRB International .............................................................................................. 36 1.15 People & Culture at IMRB International ...................................................................................... 37 People ................................................................................................................................................... 37 Culture .................................................................................................................................................. 37 1.16 GROWTH SCENARIO OF IMRB ...................................................................................................... 38 1.17 My learning from the study of the organisation ......................................................................... 39

1. Introduction
1.1 Company Profile IMRB was established in 1970 to provide market research services to the clients of Hindustan Thompson Associates. Early clients included FMCG companies such as Unilever, ITC, Ponds, and Horlicks. The initial decade saw rapid expansion into new areas of business, with the first qualitative study being conducted by the end of the decade, and IMRB pioneering psychology in India through an on -going series of opinion poll surveys for India Today, that successfully predicted Congress victory in the 1980 general election.

Subsequent decades saw the development of new verticals, with the creation of specialized units and the offering of several syndicated research products. IMRB also played an important role in the standardization of market research practice in India, and was responsible for the creation in 1983 of the Socio-Economic Classification system, a method now used across India to define target audiences. In 1987, as a founder member of the MRSI. It helped evolve industry wide codes of conduct, and standards for survey data collection that are still in use today.

With the global acquisition of J. Walter Thompson by Sir Martin Sorrell in 1987, IMRB became a constituent of WPP and continued its pace of growth, growing over 25% per annum through the 1990s under the leadership of Ramesh Thadani. The 1990s saw the creation of specialized units focusing on development research, employee satisfaction, loyalty programs, technology and media and the acquisition of several new multinational clients. IMRBs insights also played a role in the development of several new products for major Indian brands such as Marico, Bingo Chips, Godrej and Dabur and by this time supported 40 out of top 50 brands in India.

In 2002, as part of a process of rebranding, it changed its name from the Indian Market Research Bureau to IMRB International, adopted a new logo, and began a process of rapidly expanding its international services. This was accompanied by a shift from its offices at Esplanade Mansion to its current premises in Dadar, Mumbai. As part of geographical expansion, IMRB helped set up LMRB in Colombo, Sri Lanka in 1981 and AMRB in 1999 with headquarters in Dubai and offices throughout Middle East and North Africa.

In 1996, along with the Manufacturers Association for Information Technology (MAIT) IMRB initiated the periodic ITOPS survey which monitors the IT hardware market among households and businesses. Since 1998, in collaboration with the Internet and Mobile Association of India (IAMAI), an industry body IMRB also started providing a series of annual syndicated research reports named I-Cube which surveys the online and mobile landscape in India. More recently, in 2010 IMRB launched the Web Audience Measurement (WAM) system, Indias first standardized internet audience measurement system based on a panel.

IMRB is the vision of Mr.SubhasGhoshal, the legendary head of HTA (now JWT). We are born out of conviction that good advertising can only be built on sound consumer insight. We are the University of the Indian market research. We are one of the top 20 Market Research companies in the world. IMRB was set up in 1970, a full 37 years after BMRB was set up in UK by JWT. We are a part of WPP which is formed by Sir Martin Sorrell in 1985. WPP is a 8.68 billion; revenue company with 138,000 employees in 2400 offices across 107 countries. Kantar is WPPs research, insight & consultancy network. Kantar was founded in 1993, is now the worlds fourth largest research conglomerate. It boasts of $1.7 billion worth of revenue with offices in 160 offices across 95 countries. IMRB International is a division of Hindustan Thompson Associates (HTA) in India. IMRB is a member of the Kantar Group, one of the world largest research, information, insight and consultancy network and part of the WPP Group.

1.2 Philosophy Our perspective is unique. Our approach is refreshing. And our solutions provide a comprehensive response to our clients needs, not packaged data but custom solutions for clients. We offer services with the integration of qualitative and quantitative tools. We are designed in India for India, our measures and scales are created to maximize sensitivity. We work together with TGI, Web-I, IMRB Retail, Market Pulse, ITOPS and ICUBE. Our passion is to drive your business growth by combining consumer understanding and brand knowledge with intuition and innovation.

1.3 Groups of IMRB International Kantar Group

Kantar is one of the world largest research, information insight and consulting networks and part of the WPP Group. Kantar helps clients make better business decisions through a deeper understanding of their markets, their brands and their customers. Kantar brings together a diverse group of outstanding information, insight and consulting companies about 20 business operating in 70 countries worldwide. Each of these businesses is an expert in its field and can work either individually or together to help clients address business issues in a holistic and strategic way

Walker Information Global Network (WIGN)

Walker is a consulting firm specializing in customer strategy. Helping business for more than 65 years, Walker's diverse team of consultants provides tailored, comprehensive solutions to help companies achieve their business objectives and grow shareholder value. Walker specializes in customer loyalty and related customer strategies, including innovation approaches to segmenting, valuing, obtaining serving, and retaining customers, Walker works with some of the world's most influential businesses as well as emerging organizations of all sizes. The walker global network, work with CSMM, a specialist unit of IMRB International, to provide a unique combination of local knowledge and global reach - all aimed at managing stake holding relationship and improving business performance.

Associates and Affiliate Companies

IMRB International has acted as a catalyst in the development of market research infrastructure in neighbouring countries. We work with associate companies in Sri Lanka (Lanka Market Research Bureau) and in the Middle East (Arab Market Research Bureau), and through affiliates in Australia, Singapore, Malaysia, Thailand, Indonesia, Philippines, Egypt, Tunisia, Nepal, Pakistan, Bangladesh and Myanmar.

Yankee Group Yankee Group is the expert in navigating the global connectivity revolution. For more than 35 years, Yankee Group's strategic vision, research and analysis, quantified market intelligence and credible advice have been guiding innovation and empowering our clients to make critical business decisions. Headquartered in Boston, Yankee Group has a presence throughout North America, Europe, the Middle East, Africa, and Latin America.

1.4 Group objective of Joining IMRB International

As research becomes the basis to start any kind of business whether it is small or large to get insights of industry and also macro-economic factors that govern business so the main purpose to join this firm is to get knowledge about different kind of research tool and how to use this tool in different research condition. Secondary it is MNC it will be helpful to know different countries people behaviour for specific research. Also working environment of the company is good mainly focusing on productivity with accuracy.

1.5 Ownership Structure

IMRB is headquartered in Mumbai, India. Its parent company is Hindustan Thompson Associates, which in turn is owned by Martin Sorrells WPP Group plc. Within WPP, IMRB is aligned with the Kantar Group, an umbrella network of global market research companies that together account for over $2 billion in revenues and form the worlds second biggest market research conglomerate.

A diagrammatic chart representing IMRB's ownership structure

Table 1.5 ownership structure

In India, IMRB International operates out of its five full service offices in Mumbai, Delhi, Kolkata, Chennai and Bangalore and is supported by 15 other regional centers for collection of survey information. Overseas, IMRB functions through its associates -AMRB-MENA in the Middle East and North Africa, with offices in Algiers, Dubai, Jeddah, Casablanca and Cairo; LMRB, with offices in Colombo and Sirius, headquartered in Dhaka. IMRB is currently headed by Thomas
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Puliyel, a market researcher with over thirty years of experience. As the oldest market research company in India, it has served as the training ground of many industry leaders including Dorab Sopariwala, Ranjit Chib and Meena Kaushik, who went on to found their own company. 1.5 Organization Structure Table 1.5 Organization structure

Organitation structure Field manager

Field executive

Team leader

Free lancer

FIELD MANAGER is the person who gets the project from head office and field manager appoints project to different EIC with budget decided from head office. FM has to check the status of project and to regulate that the project should be completed on time.

FIELD CONTROLLER is the person who takes the project brief to the team assign and briefs them about project and decides the rate of project to the team members.

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TEAM LEADER is the person who looks on each team member and checks all the data collected by team member and scrutinize and also accompany each team member once while on field and also sometimes they also collect data if manpower is not there

FREE LANCER is the person who actually collects data on field and they try to get data which is error free.

First two position in structure are on payroll they have fixed income i.e. they have annual package they are have salary and also their salary gets cut if they dont do project properly i.e. on time completion of project. And next two positions are on wages they get paid what they have done as per rate of project and also if data collected is not proper then their wage gets cut off. And for freelancer they had decided the man-day of 225RS if he does some kind of office work and dont go on field.

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1.7 Research Sectors in IMRB International Abacus Market Analytics

ABACUS MARKET ANALYTICS unit offers a wide range of services to all the research units in IMRB. These include data processing, charting, statistical analysis, database management and updating, software development and testing. ABACUS has a standard state of arts graphics, analytics and statistical software. It also has tested quality process which enables ABACUS to deliver exceptional quality results within stringent deadlines at high competitive prices.

ABACUS Data Processing (DP), a part of Abacus Market analytics, offers its services to international clients. DPs clients include Millword Brown across Asia Pacific, Africa and Australasia, Kantar Operations in UK, BMRB International in UK, AMRB in the Middle East and N Africa, RI in Asia Pacific & the Brand Survey Company in S Africa.

The key business development areas identified include:

Vision and leadership in the Indian market by establishing several industry wide measurements and rating systems. Notable amongst these is our pioneering role in establishing Indias first TV rating system (TAM) and the creation of social economic classification (SEC) system in India.

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We have won several prestigious awards. Amongst them the most noteworthy being the MR Agency of the year from 2005-2009. We have presented cutting edge research for several years at international forums including ESOMAR and won awards for our efforts. We have also been awarded the WPPs Atticus award jointly with JWT.

BIRD BIRD, the Business & Industrial Research Division of IMRB International, is the market research and consultancy division servicing B2B and industrial markets. With its repository of knowledge and understanding gained through studying diverse sectors for several years, BIRD provides market perspective for sound decision making. It is the only organization that provides consultancy based on its own market research. It operates from Mumbai, New Delhi, Bangalore, Kolkata and Chennai. For catering to technology markets including IT hardware, software & services and Telecommunication, there is an exclusive technology Group within BIRD.

At the macro level, BIRD offers services covering industry trends, regulatory environment, economic scenario, international trade and market overview. At the micro level, BIRD offers services such as brand / product positioning, customer segmentation, channel perception, market sizing, pricing, distribution strategy, product development assistance etc. Apart from syndicated studies such as ITOPS and ICUBE, BIRD offers research services to meet clients specific requirements. By virtue of its vast experience, it is able to design customized studies to meet whatever business decisions those are at stake. It helps clients all through the product life cycle from product development to launching it in the market to making a success out of it. While researching the buyers, users, influencers, installers, traders, marketers, importers, exporters and manufacturers of the product, BIRD keeps

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in perspective the global market situation. The researchers of BIRD are attuned to interpret vast amount of primary and secondary information to make actionable recommendations. They have formal marketing management education and undergo training in research techniques, analytics and marketing strategy. They are supported by a vast industry / sector knowledge base that is kept up-to-date. BIRD services private sector, public sector, government departments and multilateral agencies. It has clients in all the five continents of the world.

BSG Brand Science Group (BSG) is a new unit at IMRB International that primarily focuses on brand and communication research. Over the last few years IMRB Brand Science has been working towards the development of various tools that would help us get a better understanding of the brand and its communication in an Indian context. BSG believes that such tools are more sensitive in capturing the Ads in-market performance. The tools are able to measure the various emotions evoked by advertisements in India. This is something which most of the global tools have not been able to achieve and are hence not accurate in their predictions. Brand Science Group has introduced 3 new models in the following areas:

Spotlight for Communication Evaluation BrandsInMotion for Brand Health Measurement & Tracking /Communication Tracking/Post launch evaluation both discrete and continuous data capture Brand Gene for Brand Equity Measurement As a specialized unit of IMRB International, Brand Science Group has Pan India coverage with four full Research offices in Delhi, Mumbai, Bangalore and Chennai. In a span of one year, BSG has built a strong client base from diverse sectors such as telecom, automobile, financial and retail apart from FMCG and consumer products.

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Brand(Ed) Solutions from IMRB Brand Science BSGs customized Solutions for clients is a seamless integration of the adhoc research experience from product / concept testing, usage and attitude, packaging studies and the brand and communication knowledge. All this together translates to IMRB BrandScience. BSGs processes and designs emanate from a decade long experience of research in the above mentioned areas with the flexibility to adapt and adopt new technology

Brands In Motion (Bim) Tracking at IMRB A brand and communication track that uses state-of-the-art technology right from field to client desktops combined with IMRB Brand Sciences strength and advantage in research design to provide clients with breakthrough tracking solution. The BiM edge BiM is harmonized with other tools offered in IMRB

o Spotlight for advertising pre-testing o BrandGene for Equity measurement o Other methods e.g. Customer Satisfaction, Mystery Audits etc. IMRBs Indian roots as well as multilingual lineage, which has implications for o Questionnaire design and scales o Category Understanding and interpretation Seamless integration of technology to derive greater efficiencies from the track data Aided Personal Interview (CAPI) methodology o Speed and Flexibility in Data Capture and Data delivery by the use of Computer

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o Provision to analyze data at the customers end using our Client end software Quest (A one stop solution from IMRB Brand Science that reports on all your Brand and Advertising Tracking exercises) Integration of findings with other data streams o Market Pulse IMRBs Household Panel o IMRB Retail Customized In-Store visibility tracking

1.8 Customer Relationship Assessment (CRA) By IMRB International CRA was built by using Walker Information's vast experience in market research and customer satisfaction. Creating, maintaining and enhancing customer relationships are essential to sustain business success. CRA goes beyond customer satisfaction, beyond quality management, and focuses on customer loyalty to your organization.

Customer Transaction Assessment (CTA)

CTA is designed to measure customer perceptions of performance on specific transactions. Interactions with customers are measured and analysed to improve customer experience and increase their loyalty to you and your products and services.

Channel Loyalty

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CSMMs model for trade satisfaction identifies expectations channel members have from the companies whose products and services they sell. Our work has helped some leading names in these sectors in defining their trade strategies.

Supplier Relationship Report (SRR)

SRR is an in-depth survey that effectively measures supplier relationships. The SRR will show your business what matters most to your employees and how your company is performing. It basically gives an assessment of what kind of company you are to do business with. Corporate reputation is a company's greatest intangible asset and it can be either a great benefit or a frustrating liability. Although organizations cannot control all aspects of their reputation, companies have a large role in determining how others perceive them. Internal Customer Satisfaction

This tool serves as an excellent predictor of Employee productivity & retention which in turn influences Customer Loyalty, ultimately leading to improved business performance.

Lost Customers Assessment (LCA)

LCA addresses the costly effects on value creation and long-term profitability of customer turnover and discontinued customer relationship. It identifies the root causes of customer attrition. It also develops profiles of the current customers at risk and former customers who may be recoverable.

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Reputation & Stakeholder Assessment (RSA)

RSA is the most comprehensive tool available for measuring and managing corporate reputation. What makes the RSA unique is that it offers an in-depth and complete picture of a company's reputation.

Financial Impact Modeling (FIM)

In order to assist our clients (particularly senior managers/executives) in creating greater focus and attention on the business and financial implications of their customer relationships, Walker Information has developed a methodology to estimate (in rupees) the effect on customer retention revenue resulting from various business what-if scenarios. FIM helps companies to assess whats the financial payoff or impact of their efforts to increase customer commitment.

Mystery Shopping CSMM measures conformance to the companys norms at various touch points such as call centres, retail outlets, bank branches. Trained auditors anonymously evaluate infrastructure, processes, service delivery, customer service, operations, employee integrity, merchandising & product quality.

The TAO of Loyalty Tao is a tool that provides a fast and simple way to measure the level of employee loyalty and identify factors affecting the loyalty. Tao is not only an "employee satisfaction" survey, it provides you with information on how to reduce turnover, implement programs that have the greatest impact on employee commitment

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and satisfaction. It provides benchmarks for measuring ongoing improvement efforts and activities in the area of employee loyalty.

1.9 Different Types of Research Table 1.9 different types of research Pricing Research Gabor Granger Price Sensitiviy Monitor (PSM) Conjoint Analysis

Promotion and Advertising Research

Advertising Research Promotion Research Media Research B2B abd Industrial Research Brand Research 19 Segmentation and profiling Studies

Channels and Retail Research

Pricing Research Pricing is an important element in driving the purchase intentions for a brand, and is one of the more technical areas of market research.

Gabor Granger Customers are asked if they would buy a product at a particular price. The respondents are exposed to the price in a randomized manner and are again asked if they would buy or not. The technique helps understand the price elasticity for the product by working out what levels of demand would be expected at each price point

Conjoint Analysis Conjoint Analysis is a technique that allows one to understand how people make trade-offs between different products and services and the values they place on different features. By understanding precisely how people make decisions and what they value in a product.

Brand Price Trade-Off (BPTO) BPTO is a variation of the Conjoint Technique, where several brands are shown at once and the customer chooses the preferred option. The BPTO determines
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the impact of price increases and decreases on the sales of the brand. It is also capable of providing the response to competitors' changes in price and provides an analysis of gains and losses. The BPTO technique also helps in understanding how much premium a brand can charge.

Promotion and Advertising Research Advertising Research

Advertising research derives its importance from the fact that today, a huge chunk of any organisation's marketing expenditure is spent on advertising. A good advertisement can do wonders to an organizations top line; a bad one can tarnish its image for several years to come.

The advent of globalisation has actually left only a nominal significance for national boundaries. The incorporation of practices and beliefs typical to foreign cultures has taken place at a rather fast pace. Our preference for chollebhature and idli-dosas has been subtly replaced by that for burgers and pizzas, thanks to the McDonald is action of India. All this has posed a great challenge for advertisers, and this is precisely where advertising research comes in handy.

Promotion Research

Promotion has been defined by many marketers as the most significant of the four Ps of marketing. A marketer may create a great product, price it reasonably enough and place it in outlets all over the country, but unless he has promoted it well, or in other words, created an awareness about all that he has

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done, the consumer would not even ask for it. Promotion refers to all the nonadvertising activities carried out to build awareness or a favourable image about a product or a service. Typically, promotions include exhibitions, trade fairs, contests and road shows. Promotion research helps an organisation foresee the outcome of all such activities it wishes to undertake.

Media Research Often interpreted as being synonymous with audience measurement, particularly in the case of newspapers and magazines, media research is much more than that

B2B and Industrial Research B2B and Industrial Research is about understanding the market for goods and services that are consumed by entities other than individuals. As a respondent, these entities are represented by personnel managing the organization and it is important to contact the right personnel as respondent for the research. It is crucial because the set of relevant customers itself is small and it is not always possible to substitute a respondent. The interviews have to be carried out by persons well versed and briefed about the topic. Even for designing the research instrument, substantial understanding of the product, application and user segments is required. Mostly UBIs (Unstructured Business Interviews) and SSIs (Semi-Structured Interviews) are used for research along with Triads (Three-sided discussions). To take care of different interview situations, specialist industrial and corporate interviewers are deployed. The reporting goes beyond providing straight inferences. Combining own knowledge with information gathered through the research, actionable recommendations are made. In fact we prefer to be a partner in your marketing efforts.

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Brand Research Brands today are operating in an extremely dynamic market. As the marketplace changes, clients need to evaluate a brand's position compared to the competition. The best way to accomplish this is by periodically tracking the competitive advantage on the relevant brand health parameters and customer perceptions. IN order to break from the clutter, one needs to identify one or more characteristics that set a product or brand apart from competitors. This helps in establishing a strong position in the minds of customers. Understanding the attitudes of consumers and their usage patterns is crucial to virtually every decision. Understanding why consumers choose one brand over another is vital to success in this ever-evolving marketplace. This level of understanding provides an extremely effective tool for identifying and targeting potential customers.IMRB International designs usage and attitudes (U&A) studies that provide quintessential information to lay the foundation for successful strategic marketing. In addition to assessing U&A patterns for the category, IMRB studies often serve as useful benchmark tools, allowing clients to measure their performance across all the parameters important to the category, and target specific areas to track over time.

Segmentation and Profiling Studies

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Segmentation and profiling is critical in targeting specific groups and understanding the purchase behavior of those consumers who represent the greatest sales opportunities. Key groups are identified, based on a number of different criteria including attitudes, psychographics, motivations and barriers, usage habits, loyalty, etc. Once the segments have been identified, analysis is conducted to provide insight into the purchase behavior and demographics of each group such as: Differentiating category / brand attitudes by various buyer groups to enhance the purchase behavior information. Providing key information needed to move light buyers to medium buyers and medium buyers to heavy buyers Channel and Retail Research Mystery Shopping: Millions of dollars are spent by marketers to create a favorable image of customer service and satisfaction. But some questions still arise

Is this what the consumer actually sees? Are the company personnel adhering to policies laid down by the company on sales and service norms? Are they performing according to the set standards? What is the shopping experience? Is the store maintained to the specified standards? At what price are my products being sold? What is the level of undercutting by the competition? Mystery Shopping is the best, most objective way to gain information about customer service and satisfaction, condition of the store / showroom and employee performance across locations. Mystery shopping services also provides the opportunity to covertly examine the performance of competitors and the operative prices for competition. IMRB International provides effective consulting on Mystery Shopping that includes operational, incentive -based, competitive and telephone-based mystery shopping.

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Retail Audits.

IMRB International provides a variety of on-site, in-field auditing capabilities, which includes:

Inventory counts, audits, and reconciliation by SKU Verification of point-of-sale materials Display presence/location Availability of products (i.e.: out-of-stocks, authorized product distribution checks, facings, shelf position) Price points Competitive: presence, location, price point Distribution audits IMRB International provides professional auditing services for manufacturers and retailers across the Indian sub-continent. IMRB has more than 20 years of on-site auditing Corporate and Employee Research Corporate Image Studies In today's world of keen competition, a company is evaluated not just by its products but to a great extent by the imagery it conjures. With the consumer becoming experience.

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more educated, this. Corporate image of a company is the sum total of its image among its various internal and external publics - consumers, employees, shareholders, suppliers and dealers, the financial community and even the government. The image of the company among industry federations and workers' unions etc. is also important in understanding the equity of the company. A comprehensive Corporate Image study helps understand ones strengths and weaknesses as compared to the other corporates. IMRB International has handled Corporate Image studies for a number of leading corporates in the country. IMRB International's specialist division CSMM is the sole licensee for Walker Information Network processes for corporate image studies. Product and Packaging Research Maximize your products potential: Product testing at IMRB IMRB has decades of experience in product testing. This experience has been drawn upon to create tools for product testing IMRB uses MDS, correspondence analysis or the Biplot to visualize the IMRB has access to a wide array of techniques:

results of a test involving a large number of tests, The Biplot provides a good summary of the data when a study involves number of products Correlations analysis, run factor analyses or cluster attributes are used to understand relationships within attributes.

Penalty analysis, regression and structural equation modeling are employed to understand the impact on overall liking The other key features on offer

IMRB has standardized its methodology to the greatest extent possible. This includes research designs, checklists for questionnaires, question wording and scales. Standardized scales are available for overall liking, liking for attributes, sensory intensity, as well as just-about-right (JAR) attributes. This enables clients to optimize their design and questioning, and have the benefit of past experience.

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At the same time, IMRBs methods are flexible. Options are provided within the standardized approaches, and there is enough room for improvisation wherever it is needed.

The methods are strongly rooted in the context of the developing world. Since respondents do not use very many scale points, most questioning uses four- point (or even less) scales. (IMRB does not force a scale where its not needed; instead presence-absence types of questioning are used.).

Packaging Testing IMRB over the years has been involved in package testing and development for several FMCG clients. IMRBs expertise spans the following broad areas:

Basic Pack Evaluation to make pack choice decisions Measuring the contribution of the pack in driving the brands vision Pack Optimization Studies: Evaluating, decoding and measuring the impact of pack elements such as colors, fonts, graphics, shape and size the packaging test protocol at IMRB involves integrated qualitative and quantitative modules to provide a holistic solution to support all facets of pack related decision-making. The qualitative module includes the COLOR WHEELTM which is used to decode the category benefits that can accrue from the use of different pack colors.

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1.10 Types Of Process Undertaken By IMRB:-

Prefield Processes Language Transalations Sampling Project Knowledge Briefing Mock Calls Field Process Accompniment Interim Feedback FW Progress Monitor Scrutiny Back Checks Checked by the TL
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Quality Control Minimum 3 layers of supervision

Types of Process Undertaken By IMRB (In Detail) Pre Field Processes Language Translations: Language translation of the questionnaire before launching it on field. Sampling Field Controller ensures that the right sampling methodology, as instructed by Research, is implemented in the Fieldwork. Project Knowledge Field Controller relays all his / her understanding on the project to the researcher concerned through a process note termed as Executive Understanding of Project (EUP) Briefings Project briefings are impacted by a Field Controller to data collection team aided by the Research-provided Field Briefing note. Mock Calls Post the Field briefings, mock sessions with dummy respondents are held to test each interviewers understanding of the questionnaire before the team gets permitted to go on field.

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FW Allocation Field Manager/Supervisor ensures that all inputs required to conduct FW are made available to interviewers before commencement of fieldwork.

Field Briefing & Mock-call All members of field team, irrespective of previous experience in similar work, undergo this most important project-specific training conducted only by Field Controller or Field Manager Monthly re-briefing of teams are carried out in projects with continuous fieldwork Each interviewer is checked by the supervisor for his / her capability for fieldwork through a mock-call Additional mock-call by each interviewer happens once a month in continuous projects to avoid any deviation in questionnaire administration. In projects with complicated interview / methodology, pilot fieldwork is carried out to practice before getting on to actual work.

Field Processes Accompaniment All interviewers are accompanied for a min of 2 interviews in the initial few days of commencing the fieldwork .All interviewers are accompanied for a min of 2 interviews every fortnight by the team leader in projects with continuous fieldwork EIC accompanies at least 2 interviews & the others get accompanied by the Team leader.

Interim Feedback Based on observations made during accompaniments, scrutiny of initial lot of completed interviews, a de-briefing session is held i.e. feedback is provided to all interviewers within first 2 or maximum 3 days of FW.

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FW Progress Monitor This is a format devised to track all aspects of FW to check for any potential threat to field schedule or quality & take necessary action on time.

Scrutiny 100% scrutiny of the questionnaires by the TL & 10% of the sample is rechecked by the Field Controller in each project.

Back checks Minimum 20% of each interviewers work is checked by the TL; 10% of work checked by TL is again checked by the Field Controller; At least 2% of Questionnaires not checked by TL also checked by the Field Controller.

Quality Control All interviews of each interviewer gets checked by the team leader in the first few days .Initial few interviews of each interviewer is sent to the Researcher for perusal and timely correction. All members of the team gets re-briefed on the errors found for standard error-free work. Only scrutinized questionnaires are taken for further quality checks in the field.

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Services offered at IMRB International: The depth and breadth of services that we provide are extensive and includes research and advisory services in the following areas:

AdvertisingB2B Industrial Research Brand Research Advertising and Promotion research Pricing research Channel and retail research Strategic market research Corporate and Employee research Mystery Shopper Insights (MSI)

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1.11 Quantitative and Qualitative Research Types of Quantitative research Corporate Pharma Industrial Clinic testing Trade job Types of Qualitative research Group discussion Focus group Depth interview Ethnography

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1.12 Sectors in Which IMRB International Research Ever since its establishment in 1971, IMRB International has been the pioneer in conducting market research exercise for several sectors. Today, there is hardly any sector that IMRB International has not researched. from potato, wafers to PCs, cigarettes to cellular phones , alcohol to air-conditioned and bubble gum to big size cars/ just name and we have researched it.

Automobile Agricultural and agro products Building and construction Consumer durables Household care IT , internet and telecom Industry and business Media and entertainment Social and rural Tobacco Alcohol

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1.13 COMPETITORS OF IMRB International NIELSON INDIA- a leading market research agencies CROSS TAB online market research agency DIKSHA RESEARCH COINBATORE- online market research and public MARKET PULSE- market research and entry strategy services SAMSIKA MARKETING CONSULTANT- marketing consultancy and brand management courses. TNS INDIA- market research service provider in DELHI. LOMCON- finance and management -market research, financial planning and consultancy. RUSHABH DIRECT MARKETING- direct marketing, mailing and data base management service

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1.14 SWOT Analysis S.W.O.T. Analysis of IMRB International Strengths Senior researcher Strategic market consultancy Multi country research ability Industrial tacking and environment scanning Syndicate data base Weakness short of skilled man power manpower biasness Opportunity All company have to research when they launch a new product in the market Threats Entry of many other private player companies with equally strong experience and financial strength of foreign partners making the competition difficult in near future.

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1.15 People & Culture at IMRB International People Enthusiasm, Enterprise, Education and Ethics form the four pillars at IMRB. At IMRB one can witness the vibrant energy, enthusiasm and the enterprising drive to excel flowing freely throughout the organization. At IMRB can also experience the creativity, one-to-one responsiveness, collaborative approach and passion for delivering value. At IMRB people evolve to be more effective, efficient, and result oriented. Knowledge is inherent due to the education-centric approach and the experience in handling different clients groups across diverse product profiles. IMRB understands that the people are the most important assets of the company and it is not the company that grows but the people. IMRB hence undertakes rigorous training and educational activities for enhancing the entire team at IMRB. IMRB also believes in the Learning through Responsibility concept for its employees. For people at IMRB success is not a new word, but is a regular stepping-stone to realizing the one vision that everyone shares.

Culture IMRB believes in transforming the lives of our customers. They exist to create a difference a change towards a better life. The culture at IMRB reflects this responsibility, this dream of transforming lives. And they at IMRB are always excited and enthused in doing so. They believe in keeping You First, providing you with products and services that meet your stated and unstated needs. Client satisfaction and client service is the Mantra we constantly recite. This service oriented philosophy runs throughout the organization, from top to bottom. Employees are given ample freedom in their work. The objective is to keep an open, healthy environment with ample scope for enterprise, improvement, innovations and out-of-the box solutions. Their efforts are constantly engaged in improving our existing services, offering new and

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innovative solutions that go beyond your expectations. This focus has made us one of the most respected and preferred service providers, especially in the research area. 1.16 GROWTH SCENARIO OF IMRB IMRB is headquartered in Mumbai, India. Its parent company is Hindustan Thompson Associates, which in turn is owned by Martin Sorrells WPP Group plc. Within WPP, IMRB is aligned with the Kantar Group, an umbrella network of global market research companies. With the global acquisition of J. Walter Thompson by Sir Martin Sorrell in 1987, IMRB became a constituent of WPP and continued its pace of growth, growing over 25% per annum through the 1990s under the leadership of Ramesh Thadani. The 1990s saw the creation of specialized units focusing on development research, employee satisfaction, loyalty programs, technology and media and the acquisition of several new multinational clients. IMRBs insights also played a role in the development of several new products for major Indian brands such as Marico, Bingo Chips, Godrej and Dabur and by this time supported 40 out of top 50 brands in India. In 2002, as part of a process of rebranding, it changed its name from the Indian Market Research Bureau to IMRB International, adopted a new logo, and began a process of rapidly expanding its international services.

Due to global melt down in 2007 company was growing at the rate of 8-9% as part of service sector large corporate houses was in bankrupt position so company was not getting work but in 2010 company started its growing rate at 15% due to emerging of market research as bail out for corporate house as they want to survive in this competitive and marker and also IMRB has widespread legs in all kind of research ranging from corporate to household and also India is becoming emerging market more and more foreign countries wants to acquire market share so research will be important to them as where to enter and which target group to target and as IMRB has vast experience in all kinds of research company future looking optimistic.

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1.17 My learning from the study of the organisation I have learned from the study of the organization that IMRB international is conducting market research in various areas the helps the organizations to launch their product in the market. IMRB RESAERCH the subject, Globally IMRB is directly in contact with its clients. Company is gaining business by their huge network of partners. IMRB researches in so many major areas. The business nature of IMRB International is Business to Business (B2B). Hence it does not follow any marketing strategies to market its products. Instead of that IMRB International organizes seminars, events so as to maintain a relation and to be in contact with their partners and clients. The financial data of all the branches are maintained by the head office of the organization in Mumbai. All the decision system here is centralized. Here have learned that the organization believes in Striving Excellence in Servicing. Company believes that there is no substitute to quality service and advice. Employees work on the latest technologies, solutions and products for its clients to ensure they stay ahead in the competition and make their business a fast growing, efficient by giving the best. The company assigns projects to the executives (Of the respective branch where the study have to be conducted) and they further assign the field work to the teams considering their capabilities according to the type the work that is required to be done. Every job is of different area and for different purpose and nature. The executive briefs the team about the nature of the job what data is required keeping in mind the criteria. The executive manages the work flow and the team to get the work done. While the team leader controls and commands the team members to go to field and do the data collection according to the jobs criteria. Here I learnt that how a project is managed considering the time period, nature of the job, and the skill required for the job considering the skill of the team that gets into the field for data collection.

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Based on my experiences at IMRB, I have a few tips on how to get the most out of your internship:

1. Have a positive attitude think optimistically. While I attended the very first briefing at the company for joining the company for Internship I felt demotivated. The same happened while I was briefed for my first project I got demotivated by the type and nature of the project and the work I had to do, but by looking other senior team member of my team I learnt how to keep a positive attitude toward the work. Though it may seem difficult but when you start working and gain experience at the initial level you will gain confidence and start becoming positive towards the work. Hence keeping a positive attitude is a must. 2. How to control on the situation 3. The most important thing I learn during SIP period is how I should control on the situation is somebody be angry and how should I treat him/her. If I got angry for such situation than how should I control myself? 4. Developed Communication skills: communication skills are either developed or need to develop. During my project I learnt how I should communicate with different people.

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Research Proposal Title:Customer Satisfaction of Ultratechs RMC users Abstract:This study will help in measuring the complete overall customer satisfaction of Ultratechs RMC (Ready Mix Concrete) division of Individual Household Builders in Ahmedabad. Considering all the factor the customer has to involve to use the RMC. This will help the company to identify the areas where they need to improve its Product and Service. Introduction Ultratech has commissioned a customer satisfaction study for its RMC (ready mix concrete). Ultratech is part of the Aditya Birla Group of companies & is a leading cement producer. Ultratechs cement operations today span the length and breadth of India, and it has a large portfolio of national brands such as Birla Super, Birla plus etc. Ultratech took over L&T cement in mid-2004 and launched the new brand of Ultratech Cement. With a total grey cement capacity of 13.12 million tonnes per annum (TPA), Ultratech is among the largest producers of grey cement in India. With the re-christening of L&T Cement as Ultratech Cement, the Aditya Birla Group is pulling out all the stops to establish itself as not only the best domestic player but also among the global leaders in cement. Ultratech has also another line RMC (Ready Mix concrete) where they dont supply raw cement but instead they supply concrete which can be poured as required and will be set after that. They are delivered through trucks which have rotating containers at the back Objective:To study the customer (Individual Household Builders) satisfaction of Ultratech cements RMC (Ready Mix Concrete) in Ahmedabad. Research method:Descriptive

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Research Model

Independent Variables - Price/ Profit - Value for money - Image of the Company - Commitment, Recommend, Continue, Increase - Cement Quality - Pumping -Quotation and Negotiation - Ordering & Delivery - Company Personnel - Advertising & Publicity

Dependent Variastble

Customer Satisfaction

Conceptual Definitions Price/ Profit Price is the amount of money expected, required, or given in payment for something. Profit is a financial gain, esp. the difference between the amount earned and the amount spent in buying, operating, or producing something.
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Value for money Economic value is a measure of the benefit that an economic actor can gain from either a good or service. It is generally measured relative to units of currency Image of the Company The perception people have of your business when they hear the companys name. Commitment The state of being bound emotionally or intellectually to a course of action or to another person or persons Recommend Put forward (someone or something) with approval as being suitable for a particular purpose or role. Continue Persist in an activity or process. Increase Become or make greater in size, amount, intensity, or degree Quality The standard of something as measured against other things of a similar kind; the degree of excellence of something. Pumping Force (liquid, gas, etc.) to move in a specified direction by or as if by means of a pump. Quotation and Negotiation A quotation may also contain terms of sale and payment, and warranties. A negotiation is a discussion aimed at reaching an agreement.

Ordering & Delivery A confirmed request by one party to another to buy, sell, deliver, or receive goods or services under specified terms and conditions. When accepted by the receiving party, an order becomes a legally binding contract. Delivery is the transfer of a specified commodity in order to meet the requirements of a commodity contract that has been sold. Company Personnel People employed in an organization or engaged in an organized undertaking such as military service. Advertising & Publicity Advertising is the activity or profession of producing advertisements for commercial products or services.

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Publicity is the notice or attention given to someone or something by the media.

Operational Definitions Price/ Profit How does the customer feel about the price they pay for the RMC and the profit they receive. Value for money The value the customer receives from Ultratech in terms RMC and its services in relation to what they give in terms of time, money and effort in dealing with the company. Image of the Company What perception does the customer has about the company regarding its product line, the brand the image of the company. Commitment Is the customer committed toward the company for its products and services, will the use Ultratechs RMC for their further projects. Recommend Would the customer recommend Ultratechs RMC to their colleagues and friends. Increase The increase in term of quantity in consumption of the product by the customer/ Quality The overall quality of the RMC & Services by the company the product and its life the complete personnel interaction etc. Pumping The quality of the pumping service offered by the company to the customers for moving the concrete at the site. Quotation and Negotiation The quotation and negotiation process of the company considering the process of receiving quotes till the order is finalized. Ordering & Delivery The ordering and delivering process means the process of placing the order with the company till the customer receives the concrete at their site. Company Personnel
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Here the company personnel refers to their ability and their competence in performing their job based on the experience the customer have had with them. Advertising & Publicity The quality and the understandability of all the advertising and publicity undertaken by the company. Data collection:1. Primary data Data collection ToolsQuestionnaire Sampling method:Convenient sampling Sampling size:20 Respondents Respondents: Individual Household Builders- These are small builders who buy land, construct buildings on it and then sell them off. He primarily works for himself

Research area: Ahmedabad City Developing areas of the city

Research criteria for respondents: The respondent must have used Ultratechs RMC at least 6 months to 1year prior to the date of the interview. The respondent must be an Individual Household Builder

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Results & Findings Segments 1 Quality

Quality
80 70 60 50 40 30 20 10 0 Settleing EXCELLENT VERY GOOD GOOD FAIR POOR 0 55 45 0 0 Final Strength 15 40 45 0 0

Respondants (Percentage %)

Consisten Actual Cube Assistanc Genuinity Consisten Overall cy in quantity testing e during Data Durability cy across Quality Strength delivered facility use Sheet seasons 0 60 40 0 0 15 55 30 0 0 VERY GOOD 20 30 20 15 15 GOOD 0 60 25 0 15 FAIR 20 60 20 0 0 POOR 0 65 20 0 15 0 60 30 10 0 0 75 10 15 0

EXCELLENT

Factors

Interpretation Ability to set quickly The study shows that 55% of the total respondents feel that the settling of the concrete is fast and they have rated it as Very Good while the rest feel that it is just good. Means they are satisfied by the settling property of the RMC. Final (28 Days) Strength Here 15, 55 and 30 percent of all the respondents have rated the final strength of the RMC as Excellent, Very Good and Good respectively. Means they are satisfied by the RMC for its final strength. Consistency in Strength
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Here 60 and 40 percent of all the respondents have rated the Consistency in strength of the RMC as Very Good and Good respectively. Means they are satisfied by the RMC for its consistency in strength across the poured concrete. Actual quantity delivered Here 15, 40 and 45 percent of all the respondents have rated the Actual quantity delivered by Ultratech as Excellent, Very Good and Good respectively. Means they are satisfied by the quantity delivered to them by Ultratech as per their order. Cube testing facility at site and the plant Here 60,25,20,15 and 15 percent of all the respondents have rated the Cube testing facility provided by Ultratechas Excellent, Very Good, Good, Fair and Poor respectively. Means that at least in total 30 percent of respondents are not satisfied by the Ultratech for its cube testing service which they provide at the customers site or their plant. Assistance during developing mix design Here 60, 25 and 15 percent of all the respondents have rated the final strength of the RMC as Very Good, Good and Poor respectively. Means that at least in total 15 percent of respondents are not satisfied by the Ultratech for their assistance that they provide during developing of the mix design. Availability of data Sheet on genuinity of material used. Here 20, 60 and 20 percent of all the respondents have rated the material data sheet of the RMC as Excellent, Very Good and Good respectively. Means they are satisfied by the genuinity of the data sheet. Durability of the product Here 65, 20 and 15 percent of all the respondents have rated the durability of the RMC as Very Good Good and poor respectively. Means that 15 percent of respondents are not satisfied by the durability of the product. Consistency in performance across seasons Here 60, 30 and 10 percent of all the respondents have rated the consistency in performance across seasons of the RMC as Very Good Good and Fair respectively. Means that 15 percent of respondents are not satisfied by the performance of the concrete across seasons of the product. Overall quality of Ready Mix Concrete & Services. Here 75, 10 and 15 percent of all the respondents have rated Ultratechs RMCs overall quality and services as Very Good Good and Fair respectively. Means that 15 percent of respondents are not satisfied by the quality and services of Ultratechs RMC.
Quality Settling EXCELLENT VERY GOOD GOOD FAIR POOR 0% 55% 45% 0% 0%

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Final Strength Consistency in Strength Actual quantity delivered Cube testing facility Assistance during use Genuinity Data Sheet Durability Consistency across seasons Overall Quality Average

15% 0% 15% 20% 0% 20% 0% 0% 0% 7%

40% 60% 55% 30% 60% 60% 65% 60% 75% 56%

45% 40% 30% 20% 25% 20% 20% 30% 10% 29%

0% 0% 0% 15% 0% 0% 0% 10% 15% 4%

0% 0% 0% 15% 15% 0% 15% 0% 0% 5%

From the above figures it can be said that on average 92% are satisfied by the quality and services of Ultratechs RMC. Segment II Price & Value

Price & Value

60 50 40 30 20 10 0

Respondants (Percentage %)

VERY HIGH 20 15

HIGH 50 15

MODERATE 25 40

LOW 5 5

VERY LOW 0 25

Price Value Received

Axis Title
Price Value Received

Price Here 20, 50, 25 and 5 percent of respondents have rated the price of RMC as Very High, High, Moderate and Low. Means that 95 percent of the respondents are not satisfied by the price of the RMC as rated by Ultratech it seems costly to them. Value

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Here 15, 15, 40, 5 and 25 percent of respondents have rated the value that they receive by using Ultratechs RMC as Very High, High, Moderate Low and Very Low. Means 70 percent of the respondents are satisfied by the value they receive by using Ultratechs RMC while 30 percent of respondents are not satisfied they not receiving much of value as compared to the price they pay to us the RMC.

Price & Value Price Value Received Average

VERY HIGH 20% 15% 18%

HIGH MODERATE 50% 25% 15% 40% 33% 33%

LOW VERY LOW 5% 0% 5% 25% 5% 13%

From the above figures it can be said that on an average 84% of the respondents are satisfied by the Price & Value that they get from Ultratechs RMC Segment III Image

Image
Respondants (percentage %)
90 80 70 60 50 40 30 20 10 0 Larg e& esta blis hed gro up Vari ety of Rea dy Mix Con cret e 40 30 30 0 0 Valu e for mo ney pro duct s 0 15 50 20 15

Red Rep Mar ress Easy ute es ket d to lead com deal bra plai er nd nts

Inn ovat ive com pan y

Is a relia ble com pan yR

Trus ted by cust om ers

Ma nuf actu Tra res nsp sup ere erio nt r in qual deal ity ings pro du 0 75 25 0 0 15 10 40 35 0

Pref ere d bra nds

Easi ly acc essi ble/ cont acta ble 30 35 35 0 0

Rec om me nde d by prof essi onal s 0 85 15 0 0

STRONGLY AGREE AGREE MODERATE DISAGREE STRONGLY DISAGREE

20 80 0 0 0

25 45 30 0 0

15 25 30 15 15

65 35 0 0 0

15 45 0 25 15

15 80 5 0 0

45 15 25 15 0

30 70 0 0 0

0 85 0 15 0

Factors
STRONGLY AGREE AGREE MODERATE DISAGREE STRONGLY DISAGREE

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Is a part of large and well established group. Here 20 and 80 percent of respondents Strongly Agree and Agree respectively that Ultratech is a part of Large and well established group. Has a wide variety of Ready Mix Concrete Here 40, 30, and 30 percent of respondents Strongly Agree, Agree and are Moderate respectively that Ultratech has a wide variety of Ready Mix Concrete. Is a market leader Here 25, 45, and 30 percent of respondents Strongly Agree, Agree and are Moderate respectively that Ultratech is a market leader of Ready Mix Concrete. Is easy to deal with Here 15, 25, 30, 15 and 15 percent of respondents Strongly Agree, Agree, are Moderate, Disagree and Strongly Disagree respectively, that it is easy to deal with Ultratech. Is a reputed brand Here 65 and 35 percent of respondents Strongly Agree and Agree respectively, that Ultratech is a reputed brand. Redresses complaints for problems arising out of defective concrete quality Here 15, 45, 25 and 15 percent of respondents Strongly Agree, Agree, Disagree and Strongly Disagree respectively, that Ultratech redresses concrete quality related complaints. Offers value for money products for end user Here 15, 50, 20 and 15 percent of respondents Agree, are Moderate, Disagree and Strongly Disagree respectively, that Ultratech offers value for money products.

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Is an innovative company Here 15, 80, and 5 percent of respondents Strongly Agree, Agree and are Moderate respectively, that Ultratech is an innovative company. Is a reliable company (product & Services) Here 45, 15, 25 and 15 percent of respondents Strongly Agree, Agree, are Moderate and Disagree respectively, that Ultratech is a reliable company. Is a company that us trusted by customers Here 30 and 70 percent of respondents Strongly Agree and Agree, respectively, that Ultratech is trusted by customers. Manufactures technologically superior quality products Here 75 and 25 percent of respondents Agree and are Moderate, respectively, that Ultratech manufactures technologically superior products. Is transparent in dealings Here 15, 10, 40 and 35 percent of respondents Strongly Agree, Agree, are Moderate and Disagree respectively, that Ultratech is transparent in its dealings. Has end user preferred brands Here 85 and 15 percent of respondents Agree and Disagree respectively, that Ultratech has end user preferred brands. Is easily accessible/contactable Here 30, 35 and 35 percent of respondents Strongly Agree, Agree and are Moderate respectively, that Ultratech is easily accessible or contactable. Is a brand recommended by professionals Here 85 and 15 percent of respondents Agree and are moderate respectively, that Ultratech is a brand which is recommended by professionals.

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Image Large & established group Variety of Ready Mix Concrete Market leader Easy to deal Reputed brand Redresses complaints Value for money products Innovative company Is a reliable company Trusted by customers Manufactures superior quality products Transparent in dealings Preferred brands Easily accessible/contactable Recommended by professionals Average

STRONGLY AGREE 20% 40% 25% 15% 65% 15% 0% 15% 45% 30% 0% 15% 0% 30% 0% 21%

AGREE 80% 30% 45% 25% 35% 45% 15% 80% 15% 70% 75% 10% 85% 35% 85% 49%

MODERA TE 0% 30% 30% 30% 0% 0% 50% 5% 25% 0% 25% 40% 0% 35% 15% 19%

DISAGREE 0% 0% 0% 15% 0% 25% 20% 0% 15% 0% 0% 35% 15% 0% 0% 8%

STRONGLY DISAGREE 0% 0% 0% 15% 0% 15% 15% 0% 0% 0% 0% 0% 0% 0% 0% 3%

From the above figures it can be said that on an average 89% of respondents have a positive image about Ultratech.

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Segment IV Commitment, Recommend, Continue, Increase

Commitment, Recommend, Continue, Increase

70 60 50 40 30 20 10 0

Respondants (Percentage %)

STRONGLY AGREE 0 0 15 0

AGREE 40 30 45 60

MODERAT E 40 20 25 25

DISAGREE 5 30 0 0

STRONGLY DISAGREE 15 20 15 15

Very committed to Ultratech It would matter if you could not use RMC from Ultratech You will recommend Ultratech Choose Ultratech for another project

Axis Title
Very committed to Ultratech It would matter if you could not use RMC from Ultratech You will recommend Ultratech Choose Ultratech for another project

You are very committed to Ultratech Here 40, 40, 5 and 15 percent respondents Agree, are Moderate, Disagree and Strongly Disagree respectively, that they are committed to Ultratech for its RMC. It would matter you a lot if you could not use Ready Mix Concrete from Ultratech Here 30, 20, 30 and 20 percent respondents Agree, are Moderate, Disagree and Strongly Disagree respectively, that It would matter a lot if they could not use Ready Mix Concrete from Ultratech. You will recommend Ultratech if a friend or a colleague were to ask you

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Here 15, 45, 25 and 15 percent respondents Strongly Agree, Agree, are Moderate and Strongly Disagree respectively, that they would recommend their friends or colleague to use Ultratechs RMC. You would choose Ultratech for another project Here 60, 25 and 15 percent respondents Strongly Agree, Agree, are Moderate and Strongly Disagree respectively, that they would choose Ultratech for another project.

Commitment, Recommend, Continue, Increase Very committed to Ultratech It would matter if you could not use RMC from Ultratech You will recommend Ultratech Choose Ultratech for another project Average

STRONGLY AGREE 0 0 15 0 4

AGREE 40 30 45 60 44

MODE DISAGRE RATE E 40 5 20 25 25 28 30 0 0 9

STRONGLY DISAGREE 15 20 15 15 16

. From the above figures it is said that on an average 76 percent of respondents agree that they are committed towards Ultratech and will recommend, continue and increase usage of Ultratechs RMC.

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Segment V Pumping

Pumping
70 60 50 40 30 20 10 0

Respondants (Percentage %)

Ability Ease Professi to Ability with onalism underst pumpin in to and provide g setting your up of as per activity pumpin require is the g ments complet pumpin require ed g facility ments. 0 55 30 15 0 15 40 30 15 0 0 20 50 30 0 0 35 35 30 0

Timelin ess in setting up the pumpin g facility 0 20 50 30 0

Timelin Adhere Overall Speed es in nce to Quality pumpin of safety of pumpin g of the standar Pumpin concret g ds g e 0 40 30 30 0 0 60 40 0 0 0 25 30 45 0 0 20 35 30 15

EXCELLENT VERY GOOD GOOD FAIR POOR

Factors
EXCELLENT VERY GOOD GOOD FAIR POOR

Ability to understand your pumping requirements at your site Here 55, 30 and 15 percent respondents have rated Ultratechs ability to understand their pumping requirements as Very Good, Good, Fair and Poor respectively. Ability to provide pumping as per requirements

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Here 15, 40, 30 and 15 percent respondents have rated Ultratechs ability to provide pumping as per their requirements as Excellent, Very Good, Good and Fair respectively.

Ease with pumping activity is completed Here 20, 50 and 30 percent respondents have rated the easiness with which the pumping activity is completed by Ultratech as Very Good, Good and Fair respectively. Professionalism in setting up of the pumping facility Here 35, 35 and 30 percent respondents have rated Ultratechs Professionalism in setting up the pumping facility as Very Good, Good and Fair respectively. Timeliness in setting up the pumping facility Here 20, 50 and 30 percent respondents have rated the time which the company takes to set up the pumping facility as Very Good, Good and Fair respectively. Timelines in pumping of the concrete Here 40, 30 and 30 percent respondents have rated the time which the company takes in pumping of the concrete as Very Good, Good and Fair respectively. Adherence to safety standards Here 60 and 40 percent respondents have rated Ultratechs adherence to safety standards as Very Good and Good respectively. Speed of pumping Here 25, 40 and 45 percent respondents have rated the speed at which the pumping is done as Very Good, Good and Fair respectively. Based on the experience you have had with Ultratech how you would rate the overall quality of their pumping

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Here 20, 35, 30 and 15 percent respondents have rated Ultratechs overall pumping quality as Very Good, Good Fair and Poor respectively.

Pumping Ability to understand your pumping requirements. Ability to provide as per requirements Ease with pumping activity is completed Professionalism in setting up of the pumping facility Timeliness in setting up the pumping facility Timelines in pumping of the concrete Adherence to safety standards Speed of pumping Overall Quality of Pumping Average

EXCELLENT 0% 15% 0% 0% 0% 0% 0% 0% 0% 2%

VERY GOOD 55% 40% 20% 35% 20% 40% 60% 25% 20% 35%

GOOD 30% 30% 50% 35% 50% 30% 40% 30% 35% 37%

FAIR 15% 15% 30% 30% 305 30% 0% 45% 30% 25%

POOR 0% 0% 0% 0% 0% 0% 0% 0% 15% 2%

From the above figure it is said that on an average 74% respondents are satisfied by Ultratechs pumping services for RMC while 27% are not. Segment VI Quotation and Negotiations

Quotation & Negotiation

Respondants (Percentage %)
70 60 50 40 30 20 10 0

EXCELLEN T 0 0 5 15

VERY GOOD 15 60 50 15

GOOD 25 40 15 25

FAIR 25 0 30 30

POOR 35 0 0 15

Flexibility in negotiations Receipt of complete and detailed quotations Speed of response to enquiry Overall rating of Quotation & Negotiation process

Factors
Flexibility in negotiations Receipt of complete and detailed quotations

57 Speed of response to enquiry

Overall rating of Quotation & Negotiation process

Flexibility in negotiations Here 15, 25, 25 and 35 percent respondents have rated the flexibility of Ultratech in negotiations as Very Good, Good, Fair and Poor respectively. Receipt of complete and detailed quotations Here 60 and 40 percent respondents have rated the way by which Ultratech gives complete and detailed quotations as Very Good and Good respectively. Speed of response to enquiry Here 5, 50, 15 and 30 percent respondents have rated the speed at which Ultratech responses to the enquiries made by them as Excellent, Very Good, Good and Fair respectively. Based on all the experiences you have had with Ultratech how would you rate the overall process of quotation and negotiation. Here 15, 15, 25, 30 and 15 percent respondents have rated their experience with Ultratech for quotations and negotiations as Excellent, Very Good, Good, Fair and Poor respectively.

Quotation and Negotiation Flexibility in negotiations Receipt of complete and detailed quotations Speed of response to enquiry Overall rating of Quotation & Negotiation process Average

EXCELLENT 0% 0% 5% 15% 5%

VERY GOOD 15% 60% 50% 15% 35%

GOOD 25% 40% 15% 25% 26%

FAIR POOR 25% 35% 0% 30% 30% 21% 0% 0% 15% 13%

From the above figures it can be said the on an average 66% respondents are satisfied by the Quotations and Negotiations they have had with Ultratech for its RMC while the other 34% are not.

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Segment VII Ordering & Delivery

Ordering & Delivery

80 70 60 50 40 30 20 10 0

Respondants (Percentage %)

Willing Overall Deliverin Conditio Convenie ness to rating of Deliverin Derliveri Time g at a n of the deliver in Orderind nce in time g as per ng as per taken for concrete placing small & order schedule convenie delivery on quantitie Delivery order nt to you Delivery s process 0 70 30 0 0 0 65 35 0 0 15 35 50 0 0 0 30 40 30 0 0 50 50 0 0 15 35 50 0 0 0 15 25 60 0 0 30 70 0 0

EXCELLENT VERY GOOD GOOD FAIR POOR

Factors
EXCELLENT VERY GOOD GOOD FAIR POOR

Convenience of placing order/order booking process Here 70 and 30 percent respondents have rated the convenience by which the place order at Ultratech for RMC as Very Good and Good respectively Delivering as per order Here 65 and 35 percent respondents have rated the ability of Ultratech to deliver as per order as Very Good and Good respectively Delivering as per schedule Here 15, 35 and 50 percent respondents have rated the punctuality of Ultratech to deliver the RMC as per schedule as Excellent Very Good and Good respectively

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Delivering at a time convenient to you Here 30, 40 and 30 percent respondents have rated the ability of Ultratech to deliver the RMC as per the time convenient to the customers as Very Good, Good and Fair respectively Time taken for delivery Here 50 and 50 percent respondents have rated the time that Ultratech takes to deliver the RMC as Very Good and Good respectively Condition of the concrete on Delivery Here 15, 35 and 50 percent respondents have rated the quality of the concrete on delivery as Excellent, Very Good and Good respectively Willing ness to deliver in small quantities Here 15, 25 and 60 percent respondents have rated Ultratechs willingness to deliver in small quantities as Very Good, Good and Fair respectively

Based on all the experiences you have had with Ultratech how would you rate the overall process of ordering and delivery. Here 30 and 70 percent of respondents have rated the Ultratechs ordering and delivering process of RMC as Very good and Good respectively.

Ordering and Delivery Convenience in placing order Delivering as per order Delivering as per schedule Delivering at a time convenient to you Time taken for delivery Condition of the concrete on Delivery

EXCELLENT 0% 0% 15% 0% 0% 15% 60

VERY GOOD 70% 65% 35% 30% 50% 35%

GOOD 30% 35% 50% 40% 50% 50%

FAIR 0% 0% 0% 30% 0% 0%

POOR 0% 0% 0% 0% 0% 0%

Willing ness to deliver in small quantities Overall rating of Ordering & Delivery process Average

0% 0% 4%

15% 30% 41%

25% 70% 44%

60% 0% 11%

0% 0% 0%

From the above figures it is said that on an average about 89% of the respondents are satisfied by Ultratechs ordering and Delivering process. Segment VIII Company Personnel

Company Personnel
100 90 80 70 60 50 40 30 20 10 0

Respondants (Percentage %)

Abilit Overa y to Abilit Speed Site resolv y to Speed ll rate Polite Abilit Adeq of super Acces Helpf super the e / resolv vision ness/ y to Knowl uacy probl vise Prom sibilit ulnes comp court give edge of ing and y s any ems and ptnes compl advic esy guide visits satisf advic s Perso aints e e nnel actori ly 0 5 80 0 15 0 5 95 0 0 0 35 50 0 15 0 50 35 0 15 0 10 75 0 15 0 35 50 0 15 0 15 70 0 15 0 70 15 0 15 0 60 25 0 15 0 60 25 0 15 0 25 75 0 0 0 50 35 0 15

EXCELLENT VERY GOOD GOOD FAIR POOR

Factors
EXCELLENT VERY GOOD GOOD FAIR POOR

Accessibility if Company Personnel Here 5, 80 and 15 percent of the respondents rate the accessibility to Ultratechs company personnel as Very Good, Good and Poor respectively. Politeness and courtesy
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Here 5 and 95 percent of the respondents rate the politeness and courtesy of Ultratechs company personnel as Very Good and Good respectively. Speed / Promptness of personnel Here 35, 50 and 15 percent of the respondents rate the speed and promptness of Ultratechs company personnel as Very Good, Good and Poor respectively. Speed of resolving concrete related technical complaints Here 50, 35 and 15 percent of the respondents rate the Ultratechs company personnels speed of resolving problem as Very Good, Good and Poor respectively. Helpfulness of the personnel Here 10, 75 and 15 percent of the respondents rate the Ultratechs company personnels helpfulness as Very Good, Good and Poor respectively. Ability to give guidance to avoid ready mix concrete usage related problems Here 35, 50 and 15 percent of the respondents rate the Ultratechs company personnels ability to guide so as to avoid RMC usage related problems as Very Good, Good and Poor respectively. Competence in terms of providing knowledge about the concrete and its applications Here 15, 70 and 15 percent of the respondents rate the Ultratechs company personnels knowledge about concrete and its applications as Very Good, Good and Poor respectively. Adequacy of visits by the Company Personnel Here 70, 15 and 15 percent of the respondents rate the Ultratechs company personnels adequacy of visits as Very Good, Good and Poor respectively. Ability to resolve problems satisfactorily

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Here 60, 25 and 15 percent of the respondents rate the Ultratechs company personnels ability to resolve problems as Very Good, Good and Poor respectively. Ability to supervise and advice before pouring the concrete (preparation, safety etc.) Here 60, 25 and 15 percent of the respondents rate the Ultratechs company personnels ability to supervise and advice before the pouring of concrete as Very Good, Good and Poor respectively. Site supervision and advice provided on safety measures etc. while the concrete is being poured Here 25 and 75 percent of the respondents rate the Ultratechs company personnels supervisions and advice on safety measures as Very Good and Good respectively. Based on all the experiences you have had with Ultratech's Personnel how would you rate the quality of the company personnel Here 50, 35 and 15 percent of the respondents overall rate the Ultratechs company personnel as Very Good, Good and Poor respectively.

Company Personnel Accessibility Politeness/ courtesy Speed / Promptness Speed of resolving complaints Helpfulness Ability to give guide Knowledge Adequacy of visits Ability to resolve problems satisfactorily Ability to supervise and advice Site supervision and advice Overall rate the company Personnel Average

EXCELLENT VERY GOOD 0% 5% 0% 5% 0% 35% 0% 50% 0% 10% 0% 35% 0% 15% 0% 70% 0% 0% 0% 0% 0% 60% 60% 25% 50% 35%

GOOD 80% 95% 50% 35% 75% 50% 70% 15% 25% 25% 75% 35% 53%

FAIR 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%

POOR 15% 0% 15% 15% 15% 15% 15% 15% 15% 15% 0% 15% 13%

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From the above figure it is said the on an average 88% of respondents are satisfied by the company personnel of Ultratech while the rest 13% are not.

Segment IX Advertising & Publicity

Advertising & Publicity

Respondants (Percentage %)
70 60 50 40 30 20 10 0

EXCELLEN T 20 20 0 0 20

VERY GOOD 65 65 65 45 50

GOOD 15 15 35 25 30

FAIR 0 0 0 15 0

POOR 0 0 0 15 0

Ease of understanding Attractiveness Extent of Advertising and Publicity Ability to persuade you to buy Overall quality of advertisement and publicity

Factors
Ease of understanding Extent of Advertising and Publicity Overall quality of advertisement and publicity Attractiveness Ability to persuade you to buy

Ease of understanding Here 20, 65 and 15 percent of respondents have rated the understandability of Ultratechs advertisements and publicity as Excellent, Very Good and Good respectively. Attractiveness of Advertising and Publicity shown Here 20, 65 and 15 percent of respondents have rated the attractiveness of Ultratechs advertisements and publicity as Excellent, Very Good and Good respectively. Extent of Advertising and Publicity Here 65 and 35 percent of respondents have rated the extent by which Ultratech advertises and publicises RMC as Very Good and Good respectively.
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Ability to persuade you to buy Here 45, 25, 15 and 15 percent of respondents have rated the advertisements ability to persuade them to buy Ultratechs RMC as Very Good, Good, Fair and Poor respectively. How would you rate the overall quality of advertisement and publicity measures carried out by Ultratech Here 20, 50 and 30 percent of respondents have rated the overall quality of Ultratechs advertisements and publicity as Excellent, Very Good and Good respectively.

Advertising and Publicity Ease of understanding Attractiveness of Advertising and Publicity shown Extent of Advertising and Publicity Ability to persuade you to buy Overall quality of advertisement and publicity Average

EXCELLENT 20% 20% 0% 0% 20% 12%

VERY GOOD 65% 65% 65% 45% 50% 58%

GOOD 15% 15% 35% 25% 30% 24%

FAIR 0% 0% 0% 15% 0% 3%

POOR 0% 0% 0% 15% 0% 3%

From the above figures it is said that on an average about 94% respondents are satisfied by the advertising and publicity carried out by Ultratech for its RMC.

Conclusion To improve its business for RMC, Ultratech should improve on following factors Ultratech should improve quality of its RMC as from the research done here it shows that some of its customer are not satisfied by the quality and one third of the customers have moderate views about the concretes quality. Ultratech should work around and quote a price that is affordable and beneficial to its customers and itself also as more than three fourth of the customers feel that they prices are high as compared to the price of the concrete in the industry. Working on above to suggestion Ultratech can strive for commitment and an increase in consumption from its customers. Ultratech should improve its pumping services as more than one third of the customers are facing problems in that area. By improving its pumping services Ultratech can gain a good amount of business.

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Ultratech should improve its negotiation process it should be a little flexible in negotiation and terms of payments as this is also a factor that customers look upon to choose a company to buy RMC. Ultratech should train its company personnel so as they could provide more knowledge about concrete to its customers so as RMC related problems could be avoided. The company should provide pre and post pouring of the concrete to minimize the chances of problems. Ultratech should improve its method of advertising and publicity as they do not persuade concrete users to buy Ultratechs RMC.

Questionnaire
Date : Name of the Agency : Address : Mobile Number : Phone Number : City : Pin Code :

SR NO. I Quality

Parameters

Scale

VERY GOOD FAIR POOR GOOD Based upon your experience of Ultratechs RMC rate the performance of the RMC on the following attributes EXCELLENT Ability to set quickly Final(28 Days) Strength Consistency in Strength Actual quantity delivered Cube testing facility at site and the plant Assistance during developing mix design Availability of data Sheet on genuinity of material used Durability of the product Consistency in performance across seasons How would you rate the overall quality of Ready Mix Concrete & Services? VERY HIGH

1 2 3 4 5 6 7 8 9

10

II

Price & Value

HIGH

MODERATE

LOW

VERY LOW

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11 12

How would you rate the price of the Ready Mix Concrete What is the Value you get from the company in terms of Ready Mix Concrete and Services?

III

Image

STRONGLY AGREE

AGREE

MODERATE DISAGREE

STRONGLY DISAGREE

Keeping in mind the company Ultratech what is the level of your agreement for the following statements 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 Is a part of large and well established group Has a wide variety of Ready Mix Concrete Is a market leader Is easy to deal with Is a reputed brand Redresses complaints for problems arising out of defective concrete quality Offers value for money products for end user Is an innovative company Is a reliable company (product & Services) Is a company that us trusted by customers Manufactures technologically superior quality products Is transparent in dealings Has end user preferred brands Is easily accessible/contactable Is a brand recommended by professionals

IV

Commitment, Recommend, Continue, Increase

STRONGLY AGREE

AGREE

MODERATE DISAGREE

STRONGLY DISAGREE

Keeping in mind the company Ultratech what is the level of your agreement for the following statements 28 29 You are very committed to Ultratech It would matter you a lot if you could not use Ready Mix Concrete 67

from Ultratech

According to the following statements please tell me your likelihood for the same 30 31 You will recommend Ultratech if a friend or a colleague were to ask you You would choose Ultratech for another project VERY GOOD FAIR POOR GOOD Based upon your experience of Ultratechs RMC rate the performance of the RMC on the following attributes Pumping EXCELLENT Ability to understand your pumping requirements at your site. Ability to provide pumping as per requirements Ease with pumping activity is completed Professionalism in setting up of the pumping facility Timeliness in setting up the pumping facility Timelines in pumping of the concrete Adherence to safety standards Speed of pumping Based on the experience you have had with Ultratech how would you rate the overall quality of their pumping VERY GOOD FAIR POOR GOOD Based upon your experience of Ultratechs RMC rate the performance of the RMC on the following attributes Quotation and Negotiation EXCELLENT Flexibility in negotiations Receipt of complete and detailed quotations Speed of response to enquiry

32 33 34 35 36 37 38 39

40

VI

41 42 43

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44

Based on all the experiences you have had with Ultratech how would you rate the overall process of quotation and negotiation. VERY GOOD FAIR POOR GOOD Based upon your experience of Ultratechs RMC rate the performance of the RMC on the following attributes Ordering and Delivery EXCELLENT Convenience of placing order/order booking process Delivering as per order Delivering as per schedule Delivering at a time convenient to you Time taken for delivery Condition of the concrete on Delivery Willing ness to deliver in small quantities Based on all the experiences you have had with Ultratech how would you rate the overall process of ordering and delivery. VERY GOOD FAIR POOR GOOD Based upon your experience of Ultratech's Personnel rate their performance on the following attributes Company Personnel EXCELLENT Accessibility if Company Personnel Politeness and courtesy Speed / Promptness of personnel Speed of resolving concrete related technical complaints Helpfulness of the personnel Ability to give guidance to avoid ready mix concrete usage related problems Competence in terms of providing knowledge about the concrete and its applications Adequacy of visits by the Company Personnel 69

VII

45 46 47 48 49 50 51

52

VIII

53 54 55 56 57 58

59 60

61 62

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Ability to resolve problems satisfactorily Ability to supervise and advice before pouring the concrete (preparation, safety etc.) Site supervision and advice provided on safety measures etc. while the concrete is being poured Based on all the experiences you have had with Ultratech's Personnel how would you rate the quality of the company personnel. VERY GOOD

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IX

Advertising and Publicity

EXCELLENT

GOOD

FAIR

POOR

How would you rate the performance of Ultratech in terms of advertising and publicity on the following statements 65 66 67 68 Ease of understanding Attractiveness of Advertising and Publicity shown Extent of Advertising and Publicity Ability to persuade you to buy How would you rate the overall quality of advertisement and publicity measures carried out by Ultratech THANK YOU

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