MARKET SURVEY REPORT ON EVALUATION OF COMPANY IMAGE WITH REFERENCE TO BABU CHERIAN ASSOCIATES CALICUT

Prepared by: Jishad.A.S. Rekha.K.G. DCMS University of Calicut

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TABLE OF CONTENTS

S.NO 1 2 3 4 5 6 7 8 9 10

CONTENT Introduction Findings Existing Clients Prospective Clients Fellow Architects Suggestions Annexure Existing client questionnaire Prospective client questionnaire Fellow Architects questionnaire

PAGE NO 3 4 5 6 7 8 10 11 16 21

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INTRODUCTION Designs that radiate warmth and an aura of timelessness., designs which are the realization of a desire to integrate the natural elements make Babu Cherian an architect with a difference. This exceptionally talented, enterprising young architect is one of the rising stars of architecture in India and has many a feather to his cap. Armed with a Bachelors degree in Architecture from the T.K.M. College of Engineering, Quilon, Kerala, he commenced his career with Architect Dinesh Rajeshrike & Associates, Mumbai as an Apprentice Architect. It was in 1995 that he began his own private practice and to date has come out with creative design solutions that interact with the environment.

Babu Cherian has set up a strong general architectural & urban design practice with clients across public, private and voluntary sectors. Versatile, adaptive and creative designs make his works prominent with an identical creative excellence... A unique combination of resources, skills and vision, he often draws inspirations from the spectacular land scenario of Kerala and the architect in him steps into the spirit and character of the Kerala style of architecture.

His recent works are interpretations of the traditional Kerala style with their sloping roofs laid with Mangalore pattern tiles and plastered walls rendering a feeling of timelessness leading you to a bygone era. His residences strike a chord between architecture and people. A perfect harmony of interiors and landscapes is achieved with a selection of vibrant colours and materials. In fact his works have tread the global path many a time and provided architectural and design services internationally.

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FINDINGS

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The market survey was conducted from three different set of respondents: 1) Existing Clients 2) Prospective Customers 3) Fellow Architects in Calicut chapter EXISTING CLIENTS They are of the opinion that the company is creating business where the customers come back. The reason for that as they believe is the quality of work and service rendered by the organization. The design is not exceeding the customer expectation in many a times, this may not be related with the quality of work but the inability to complete the work prompts the customers to think in that way. The overall experience with the company was good to most of them except to Mr. Ashokan.P.Veetil. His complaint was that BCA was not able be in consensus with their building department and the project was completed far beyond the stipulated time. Moreover he was arguing that the company was not entertaining any suggestions from the customers in design and preferred to move through its conventional channels. The attention given to the delivered product and complaint handling is average as opined by most of the clients. The clients strike the company in a few seconds of time when we approached them, but they believe that it needs more visibility to the external world. The influence of Babu Cherian factor is very high in converting an enquiry into a project. There is a mismatch between the images of the CEO of the company and the company as a whole, that is a concerning factor for most of them. The clients who had a little bit of negative experience are backing up the company and recommend for their friends and relatives only because of that factor. The lack of coordination between the departments and a system are a complaining factor for some of the clients.

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PROSPECTIVE CLIENTS The company is known to the people from internet, journals and other friends. That itself is a good sign. The enquiry sources can be classified into two Paid sources like website, journals etc and unpaid source namely word of mouth of previous works. People coming through the former source have a very good opinion about the company even if the enquiries are made through telephone. The word of mouth is less effective than the other due to the lack of organizational system as mentioned above. The follow up from the part of the company is very poor so that many of the interested people have not converted their enquiry into project only because of that factor (Mr. Jaleel from Palakkad, Laxmi from Bangalore etc). Those who talked directly with Mr. Babu Cherian are too convinced, so the company have to improve their Customer relationship/Public relations department.

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FELLOW ARCHITECTS They opine that Babu Cherian will be in almost at number 3 slot in the city. Vinod.P.Cyriac (Space Art) is of the view that Mr.Babu Cherian, a man with immense skill has to extend his work from residents to other fields. Mr Prashands opinion is that he (Mr.Babu Cherian) should be an expert in all fields. They value goodwill of Mr.Babu Cherian same to that of their organizations. Innovation is lacking in BCA.

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SUGGESTIONS

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BCA have to be an organization which reflects the image of the CEO Mr.Babu Cherian. The need for a Customer Relations Officer who must be the only authorized person to communicate with the clients is very high. The marketing wing has to be made so strong that their primary objective must be to bring in more business and to enhance the company image. A lot of enquiries are coming through the company website, so measures have to be taken to make it updated. Some more details can be added to it to make it more comprehensive.

The brand association with BCA is very weak among customers, so immediate steps have to taken for the development of logo, tagline etc. As mentioned in the Vision statement the company has to step to more eco-friendly approaches. Proper attention has to be given to improvise the level of innovation as mentioned by fellow architects. The company should give lions share of importance to completion of projects in time as it is a major driving force for quality in works. The Finance department should be alert that money collection should be made according to the progress of the work and there should be a proper link between them and site works.

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ANNEXURE

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QUESTIONNAIRE (EXISTING CUSTOMERS)

Mr.Ashokan P Veetil Sl No: 1 2 Question Is Company creating businesses where customer comes back? Customer/s come back because a) Image of Organization: b) Timeliness: c) Quality: d) Service: e) Trust: Does the design exceed customer expectations? Over all experience with the Company? Communication as a response from the Company Good / Bad / Average: Rate Company reputation: Good / Bad / Average Knowledge and Skills: Good / Bad / Average Attention to details of the delivered Product: Good / Bad / Average Management Style Customer focus: Good / Bad / Average Complaint handling: Good / Bad / Average Company visibility? Do you think many people know of Company? Will you recommend this Company to other friends of yours? Why? Any specific attributes? Are you fully satisfied with the value perception and the product delivered? If YES WHY? If NO WHY? Service Level Rate 1 to 5 (1 low and 5 High) Behaviour of employees(Rate 1 to 5) Answer No

3 4 5 6 7 8 9 10 11 12

Acceptable Moderate Bad Average Average Average Bad Bad Yes No. Own experience was bad

13

No. Commitment was peripheral and not a company philosophy. 2.5 4

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15

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QUESTIONNAIRE (EXISTING CUSTOMERS)

CRESCENT BUILDERS Sl No: 1 2 Question Is Company creating businesses where customer comes back? Customer/s come back because a) Image of Organization: b) Timeliness: c) Quality: d) Service: e) Trust: Does the design exceed customer expectations? Over all experience with the Company? Communication as a response from the Company Good / Bad / Average: Rate Company reputation: Good / Bad / Average Knowledge and Skills: Good / Bad / Average Attention to details of the delivered Product: Good / Bad / Average Management Style Customer focus: Good / Bad / Average Complaint handling: Good / Bad / Average Company visibility? Do you think many people know of Company? Will you recommend this Company to other friends of yours? Why? Any specific attributes? Are you fully satisfied with the value perception and the product delivered? If YES WHY? If NO WHY? Service Level Rate 1 to 5 (1 low and 5 High) Behaviour of employees(Rate 1 to 5) Answer Yes

3 4 5 6 7 8 9 10 11 12

Sometime Very good Good Good Good Average Good Good

Yes

13

Yes

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3.75 4.5

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QUESTIONNAIRE (EXISTING CUSTOMERS)

Mr.Iqbal V M Sl No: 1 2 Question Is Company creating businesses where customer comes back? Customer/s come back because a) b) c) d) e) 3 4 5 6 7 8 9 10 11 12 Image of Organization: Timeliness: Quality: Service: Trust: Answer Yes

Yes Yes Yes Yes Yes Yes Very good Good Good Good Good Good Good Good Yes

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Does the design exceed customer expectations? Over all experience with the Company? Communication as a response from the Company Good / Bad / Average: Rate Company reputation: Good / Bad / Average Knowledge and Skills: Good / Bad / Average Attention to details of the delivered Product: Good / Bad / Average Management Style Customer focus: Good / Bad / Average Complaint handling: Good / Bad / Average Company visibility? Do you think many people know of Company? Will you recommend this Company to other friends of yours? Why? Any specific attributes? Are you fully satisfied with the value perception and the product delivered? If YES WHY? If NO WHY? Service Level Rate 1 to 5 (1 low and 5 High) Behaviour of employees(Rate 1 to 5)

Yes

5 5

15

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QUESTIONNAIRE (EXISTING CUSTOMERS)

M/s Prusunic Builders Sl No: 1 2 Question Is Company creating businesses where customer comes back? Customer/s come back because a) Image of Organization: b) Timeliness: c) Quality: d) Service: e) Trust: Does the design exceed customer expectations? Over all experience with the Company? Communication as a response from the Company Good / Bad / Average: Rate Company reputation: Good / Bad / Average Knowledge and Skills: Good / Bad / Average Attention to details of the delivered Product: Good / Bad / Average Management Style Customer focus: Good / Bad / Average Complaint handling: Good / Bad / Average Company visibility? Do you think many people know of Company? Will you recommend this Company to other friends of yours? Why? Any specific attributes? Are you fully satisfied with the value perception and the product delivered? If YES WHY? If NO WHY? Service Level Rate 1 to 5 (1 low and 5 High) Behaviour of employees(Rate 1 to 5) Answer Yes

3 4 5 6 7 8 9 10 11 12

Yes Excellent Good Good Good Average Good Good Requires more visibility Yes

13

Yes

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4 4

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QUESTIONNAIRE (EXISTING CUSTOMERS)

Mr.Suresh Sl No: 1 2 Question Is Company creating businesses where customer comes back? Customer/s come back because a) b) c) d) e) 3 4 5 6 7 8 9 10 11 12 Image of Organization: Timeliness: Quality: Service: Trust: Answer Yes

Yes Yes Yes Yes Yes Yes Good except finance dept. Good Good Good Good Good Average Good Yes. Quality, Babu Cherian factor

13

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Does the design exceed customer expectations? Over all experience with the Company? Communication as a response from the Company Good / Bad / Average: Rate Company reputation: Good / Bad / Average Knowledge and Skills: Good / Bad / Average Attention to details of the delivered Product: Good / Bad / Average Management Style Customer focus: Good / Bad / Average Complaint handling: Good / Bad / Average Company visibility? Do you think many people know of Company? Will you recommend this Company to other friends of yours? Why? Any specific attributes? Are you fully satisfied with the value perception and the product delivered? If YES WHY? If NO WHY? Service Level Rate 1 to 5 (1 low and 5 High) Behaviour of employees(Rate 1 to 5)

Yes

4 4

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QUESTIONNAIRE (PROSPECTIVE CLIENTS)

Mr Ajith Pillai Sl No: 1 2 3 4 5 6 7 8 Question How did you know of this Company? Did you think this Company was worth contacting? How was the initial response on enquiry? Good/Average/Poor Do you think the Company can confidently execute what you require to complete? If so, what do you think are very positive about this Company? Have you enquired about this Company before you got in touch with this Company? If yes, what did the evaluation state? |Good / Bad / Average How were you greeted and welcomed at the Company? Good / Bad / Average If you make a final choice will that be in favor of this Company? If YES, WHY? If NO WHY? If you make a choice and assign the job to this Company what criteria do you consider to be on priority? a) Design Standards b) Service levels c) Costs & estimates (Pricing) d) NICHE design and the BRAND of the Company? e) Were you aware that this Companys name came in the best 50 Villa designs of India? Any opinion of the Company Organization Competencies and Service levels? Will you recommend this Company to your other friends and associates? If YES WHY? If NO WHY? No of communications received Answer Website Yes Good To an extend Service Through internet Good Average

9 10 11 12

Yes(if time and logistics problems are resolved) Quality

Yes Yes Yes Yes

13 14 15 16

Good Yes Satisfied in my enquiry 3

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QUESTIONNAIRE (PROSPECTIVE CLIENTS)

Mr Biju Nambiar Sl No: 1 2 3 4 5 6 7 8 Question How did you know of this Company? Did you think this Company was worth contacting? How was the initial response on enquiry? Good/Average/Poor Do you think the Company can confidently execute what you require to complete? If so, what do you think are very positive about this Company? Have you enquired about this Company before you got in touch with this Company? If yes, what did the evaluation state? |Good / Bad / Average How were you greeted and welcomed at the Company? Good / Bad / Average If you make a final choice will that be in favor of this Company? If YES, WHY? If NO WHY? If you make a choice and assign the job to this Company what criteria do you consider to be on priority? a) Design Standards b) Service levels c) Costs & estimates (Pricing) d) NICHE design and the BRAND of the Company? e) Were you aware that this Companys name came in the best 50 Villa designs of India? Any opinion of the Company Organization Competencies and Service levels? Will you recommend this Company to your other friends and associates? If YES WHY? If NO WHY? No of communications received Answer Ads, internet Yes Good Yes Architectural skills Yes Good Good

9 10 11 12

Yes

Yes Yes Yes Yes

13 14 15 16

Average Yes Quality and previous works 2

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QUESTIONNAIRE (PROSPECTIVE CLIENTS)

Mr Jaleel Sl No: 1 2 3 4 5 6 7 8 Question How did you know of this Company? Did you think this Company was worth contacting? How was the initial response on enquiry? Good/Average/Poor Do you think the Company can confidently execute what you require to complete? If so, what do you think are very positive about this Company? Have you enquired about this Company before you got in touch with this Company? If yes, what did the evaluation state? |Good / Bad / Average How were you greeted and welcomed at the Company? Good / Bad / Average If you make a final choice will that be in favor of this Company? If YES, WHY? If NO WHY? If you make a choice and assign the job to this Company what criteria do you consider to be on priority? a) Design Standards b) Service levels c) Costs & estimates (Pricing) d) NICHE design and the BRAND of the Company? e) Were you aware that this Companys name came in the best 50 Villa designs of India? Any opinion of the Company Organization Competencies and Service levels? Will you recommend this Company to your other friends and associates? If YES WHY? If NO WHY? No of communications received Good Yes Company is good 2 Answer Magazine(design) Yes Good (Poor feedback) If they are interested Previous works Yes Good Good

9 10

Depends on their interest They were not contacting after that

11 12

13 14 15 16

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QUESTIONNAIRE (PROSPECTIVE CLIENTS)

Mrs. Laxmi Sl No: 1 2 3 4 5 6 7 8 Question How did you know of this Company? Did you think this Company was worth contacting? How was the initial response on enquiry? Good/Average/Poor Do you think the Company can confidently execute what you require to complete? If so, what do you think are very positive about this Company? Have you enquired about this Company before you got in touch with this Company? If yes, what did the evaluation state? |Good / Bad / Average How were you greeted and welcomed at the Company? Good / Bad / Average If you make a final choice will that be in favor of this Company? If YES, WHY? If NO WHY? If you make a choice and assign the job to this Company what criteria do you consider to be on priority? a) Design Standards b) Service levels c) Costs & estimates (Pricing) d) NICHE design and the BRAND of the Company? e) Were you aware that this Companys name came in the best 50 Villa designs of India? Any opinion of the Company Organization Competencies and Service levels? Will you recommend this Company to your other friends and associates? If YES WHY? If NO WHY? No of communications received Answer Colleagues(Bangalore) Yes Good (Spoke to Mr. Babu Cherian) Yes Past works Yes Good Good

9 10 11 12

Yes(after some negotiations) Company image

Yes Yes Yes Yes

13 14 15 16

Good Yes Previous track record 3

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QUESTIONNAIRE (PROSPECTIVE CLIENTS)

Mr Vibin Sl No: 1 2 3 4 5 6 7 8 Question How did you know of this Company? Did you think this Company was worth contacting? How was the initial response on enquiry? Good/Average/Poor Do you think the Company can confidently execute what you require to complete? If so, what do you think are very positive about this Company? Have you enquired about this Company before you got in touch with this Company? If yes, what did the evaluation state? |Good / Bad / Average How were you greeted and welcomed at the Company? Good / Bad / Average If you make a final choice will that be in favor of this Company? If YES, WHY? If NO WHY? If you make a choice and assign the job to this Company what criteria do you consider to be on priority? a) Design Standards b) Service levels c) Costs & estimates (Pricing) d) NICHE design and the BRAND of the Company? e) Were you aware that this Companys name came in the best 50 Villa designs of India? Any opinion of the Company Organization Competencies and Service levels? Will you recommend this Company to your other friends and associates? If YES WHY? If NO WHY? No of communications received Answer Friends Yes Good Yes Previous works Yes Good Good

9 10 11 12

Yes quality

yes yes MOST Yes

13 14 15 16

Good Yes

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QUESTIONNAIRE ( COMPETITORS) Prashanth A K

1) Rank your competitors: Name Arun Kumar Chandran Babu Cherian Jose Thomas Mohandas Kalipurath Prasanth.A.K. Ramesh.R.K. Salim.N.M Vinod.P.Cyriac. Others

Rank

2) Which all features do you feel is better in you than any of other builders Features Relationship with customers Perfection of Projects Timeliness in completion Work force Grievance handling Market share Environment friendly approach After Service Goodwill Trust among Customers Others Best Good Neutral Bad Worst

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3) If you are given 7 points out of 10 in the following, how would you rate Babu Cherian Associates out of 10 Features Relationship with customers Perfection of Projects Timeliness in completion Work force Grievance handling Market share Environment friendly approach After Service Goodwill Trust among Customers Innovation Pricing Niche or differentiation Others Points(out of 10)

4) Which of the following can you associate with Babu Cherian Associates.(Rate 1 to 5,Lowest-1, Highest 5) Shopping mall Hospitals Sports Stadiums Residential Apartments Luxury Hotels Villas Public Utility Buildings Others yes Yes Yes Yes Yes Yes yes

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QUESTIONNAIRE ( COMPETITORS) Vinod P Cyriac

1) Rank your competitors: Name Arun Kumar Chandran Babu Cherian Jose Thomas Mohandas Kalipurath Prasanth.A.K. Ramesh.R.K. Salim.N.M Vinod.P.Cyriac. Others

Rank 4 3 3 3 1 2 2

2) Which all features do you feel is better in you than any of other builders Features Relationship with customers Perfection of Projects Timeliness in completion Work force Grievance handling Market share Environment friendly approach After Service Goodwill Trust among Customers Others Best Yes Good Yes Yes Yes Yes Yes Yes Yes Yes Yes Neutral Bad Worst

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3) If you are given 7 points out of 10 in the following, how would you rate Babu Cherian Associates out of 10 Features Relationship with customers Perfection of Projects Timeliness in completion Work force Grievance handling Market share Environment friendly approach After Service Goodwill Trust among Customers Innovation Pricing Niche or differentiation Others Points(out of 10)

7 7 5

4) Which of the following can you associate with Babu Cherian Associates.(Rate 1 to 5,Lowest-1, Highest 5) Shopping mall Hospitals Sports Stadiums Residential Apartments Luxury Hotels Villas Public Utility Buildings Others

Yes

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PREPARED BY: JISHAD.A.S. jishad.shams@yahoo.com, 09947759467 & REKHA.K.G. rekhakg06@gmail.com, 09288604765 4th SEMESTER MBA STUDENTS DEPARTMENT OF COMMERCE AND MANAGEMENT STUDIES UNIVERSITY OF CALICUT

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