"Dealer's level of satisfaction on Konark cement(OCL INDIA LTD.

)"

Presented By: Sourav Dash 311SM1006

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COMPANY PROFILE
OCL is the flag ship company of Dalmia Group of companies, set up and

operating from eastern India.

Established in 1932 with a sugar factory, the Dalmia group gradually diversified

into a broad spectrum of activities and were involved in many pioneering ventures.
Sri. Jaidayalji Dalmia, an industrialist of farsighted vision set up a cement plant at

Rajgangpur during 1950 - 51 at the request of government of Odisha to manufacture super grade cement for use in the construction of Hirakud dam.
OCL commissioned its Refractory plant in the year 1954, which today has grown

into one of the largest composite refractory plants in the country.

OCL's Cement Plant is one of the most modern dry process cement plants in

India.
Presently its installed capacity for the factories located at Rajgangpur Cement

Works & Kapilas Cement Works is 5.35 Million Tonne per annum.

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MISSION
To endeavour to build a vibrant and responsive organization with a team of

motivated people driving for excellence, achievement and high performance

To create conditions and climate for empowerment through enhancement of

Knowledge, Attitudes and Skills with emphasis on multiskilling.

VISION
Strive for excellence Be # 1 in chosen areas Endeavour to serve society.

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PRODUCT PORTFOLIO
Grades of cement produced by OCL Cement: OPC 33, OPC 53 grade, OPC 53-S grade, OPC 43 Grade, PPC (Fly ash Based), PBFSC, OWC Class G HSR and Masonry Cement.

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OBJECTIVE OF THE STUDY

To study the level of dealers satisfaction on Konark Cement under

Bhubaneshwar Region.
To assess the effectiveness of promotional tools to improve the sales. To analyze the factors that affects the dealers preference in dealing with

cement.
To understand the strength and weakness of Konark Cement.

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Research Methodology
Project Research Type Data Sources Research Approach Research Instrument Descriptive Research Primary Data , Secondary Data Survey Method Questionnaire

Data Analysis
Sampling Procedure Sample Size

Logical analysis
Random Sampling 50 Respondents

Geographical Coverage
Duration of the Survey

Bhubaneshwar
60 days

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Analysis
The analysis is the collection information was made in scientific manner. Different rank was given to each alternative of particular questions, in the questionnaire. A particular rank was given in the following manner,
Rank- 1(5 points): the most favourable alternative. Rank- 2(4 points): favourable alternative. Rank- 3(3 points): the moderately favourable alternative.

Rank- 4(2 points): moderately unfavourable alternative.

Rank- 5(1 point): Unfavourable.

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Statistical tools
PERCENTAGE Percentage refers to special kind of ratio percentage are used in marketing Comparison between two more series of data WEIGHTED AVERAGE If something is distribution is more important than order, then their point must be born in mind, in order that average completed is representatives of the distribution. In such case proper weight age is to be given to various items the weight attached to each item being professional to the importance of the item to be the distribution. Formula Average weight
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Average weight Total weight given.

100

Highest selling brand from counter

JYPEE 2% MAHA RASI 6% RAMCO 0% 4%

Recommendations made by the dealers.

JYPEE MAHA 3% RASI 5% RAMCO 3% 0%

LAFARGE 26% ULTRATE CH 18% ULTRATE CH 22%

LAFARGE 25%

ACC 11%

KONARK 28%

ACC 8% BIRLA 0% AMBUJA 4%

KONARK 30%

BIRLA 1% AMBUJA 4%

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Most effective advertisement activities

RAMCO 1% JYPEE 4% MAHA
4%

Profit margin

MAHA 13% LAFARGE 22%

LAFARGE 9% KONARK 9% AMBUJA 10%

ULTRATEC H 21%

RASI 11%

ACC 10% AMBUJA 4%

JYPEE 10% KONARK 34% RAMCO 12% ULTRATE CH 8%

BIRLA 8%

ACC 10%

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Packaging Quality of brands compared based on HDPE bags

JYPEE 3% RASI MAHA 5% 0% RAMCO 2%

Effective technical services team

JYPEE 2% MAHA 3%

LAFARGE 22%
ULTRATE CH 18%

LAFARGE 27%
ULTRATEC H 32%

ACC 10% KONARK 35% AMBUJA 5% ACC 11% AMBUJA 6%

KONARK 19%

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FINDINGS
Konark Cement is the highest selling brand from counter and

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dealers. Personal visits by the sales officer is rated very good. New promotional activities, which is strengthening the brand image of the company, can be increased. The use of LP packaging, which will be ecofriendly and good packaging, can attract more dealers and customers. The company is providing on time damage claim settlement. Though in some cases company is slow on the above. Incentive schemes of the company is good but schemes should be more due to cut trough competition in the market by the new entrants like, Maha, Rasi, & Ramco. The technical service team is good but the team should be more efficient for better market hold on future. At par with Lafarge on quarry handling services should be more efficient.
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SWOT Analysis
STRENGTH

WEAKNESS

Bargaining power of the supplier is high because of few best sellers like: Lafarge, Acc ,Ultratech. Good brand image. Best quality product. On time delivery. Value for money. Regular visit by sales officer.

High dependence on imported coal. Need to better sales promotion. Lack on technical services. Lack on handling customer complaint.

Lack on handling settlement.

damage

claim

The major concern for the industry are : Continuous increase in labour cost. Shortage of skilled labourers.

Royalty for limestone mines is limited.

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OPPORTUNITIES

THREATS

Cement demand increases as the economy grows. Increase on infrastructure development by the Indian government ex. BDA. Increase in development. demand for housing

Regulatory tightening for quarrying of limestone over environment issues. From the new entrant cement companies Like: Maha, Ramco, Rasi who offers low price and high margin. Production may be lower due to increase in price, freight, coal, and diesel.

Despite slightly lower economic growth, the construction and infrastructure sector is expected to record healthy growth, which augurs well for cement industry. The modernization and productivity improvement leads to growth on cement industry.

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SUGGESTION AND RECOMMENDATIONS

The company has to improve the quality of cement on Kapilash Cement

Works division as suggested by dealers.

By increasing more advertisement, regular contact and follow ups, marketing

experts dealing with dealers in all rural and urban areas. The company can
improve their market shares, brand loyalty and promote their sales easily.
For customer care Services and technical services it should start its concrete

mobile van facilities.

Non-Trade entry is growing rapidly so company should improve supply to

capture maximum market share.

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Contd..
Company should start its Internal Call Centre for its valuable

customers by which they can directly interact with company experts.

Company can increase Society Welfare Programs in rural area.

By this company can enhance goodwill among people for future.

By giving some gifts and best wishes cards to the customer that

your buying decision is very good. Company can show that values are important to company.

Company should organize seminars, conferences, contractors meetings time to time.

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LIMITATIONS
Lack of cooperation from the dealers and sub-dealers in regard to giving

interview. As they doesn't understand the importance of survey.

It was found in some cases dealers showed inclination towards certain brands

which gave them more margins when compared to others.

As the sub-dealers and dealers thought that it was unwise for that to give their

details of business as they feared competitors would take advantage.

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CONCLUSION
The market survey undertaken shows that effective marketing efforts play a vital

role in creating the goodwill for the brand. The distribution channel of cement industry must be well designed and made effective this ensures timely availability of cement to customers.
Good marketing creates good image i.e. brand building. From the study it can be

concluded that the overall satisfaction for Konark cement in good. Konark cement
stands best a quality. Dealers are satisfied as per quality, channel of distribution, dealer sales support etc. But dealers are not satisfied on profit margin given by the company and also by the incentive schemes and technical support provided by the company.

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FUTURE STUDY
SCOPE OF THE STUDY Other than the objectives of the study some of the related factors which can also covered.
Fast moving brand of cement

Dealers opinion on price fluctuation

Opinion about promotional support Technical Support After sales services Customer survey. Branding of cement.

LIMITATIONS OF THE STUDY

The study was carried out in Bhubaneshwar only, owing to time and cost limitations.
Simple size which limited to 50 due to time and cost constrains it can be increased. This research was conducted among dealers and sub-dealers only for obtaining

consumer response and dealer response; further survey among users of cement is suggested.
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Bibliography
http://www.ocl.in/cement_div_profile.html www.cci.gov.in/images/media/ResearchReports/Assessme

nt%2520of%2520Competition%2520in%2520Cement%25 20Industry%2520in%2520India.pdf+OCl+cement+resech+ papaer&cd=4&hl=en&ct=clnk&gl=in&client=firefox-a http://www.scribd.com http://cement.industry-focus.net/company-profiles-anews/242-ocl-india-ltd.html http://www.wikipedia.com Kotler, Philip Marketing Management published by Vikas publishing house Pvt. ltd. New Delhi. Kothari, C. R. Research Methodology (third edition 2007) published by new age international (P) ltd. CMA Magazine (Cement Manufacturers Association).

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THANK YOU

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