REPORT ON RMC

7/28/2019 REPORT ON RMC

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Contents

1. Introducon ....................................................................................................................................3

1.1 Company Prole ...............................................................................................................................3

1.2 Philosophy ..............................................................................................................................5

1.3 Groups of IMRB Internaonal ................................................................................................6

Kantar Group ..........................................................................................................................................6

Walker Informaon Global Network (WIGN) ........................................................................................6

Associates And Aliate Companies ......................................................................................................7

Yankee Group .........................................................................................................................................7

1.4 Group objecve of Joining IMRB Internaonal .....................................................................8

1.5 Ownership Structure ........................................................................................................................9

1.5 Organizaon Structure .........................................................................................................10

1.7 Research Sectors in IMRB Internaonal ..............................................................................12

Abacus Market Analycs......................................................................................................................12

BIRD ......................................................................................................................................................13

BSG........................................................................................................................................................14

Brand(Ed) Soluons From IMRB Brand Science ..................................................................................15

Brands In Moon (Bim) Tracking at IMRB ........................................................................................15

The BiM edge........................................................................................................................................15

1.8 Customer Relaonship Assessment (CRA) By IMRB Internaonal ...............................................16

Customer Transacon Assessment (CTA) ............................................................................................16

Channel Loyalty ....................................................................................................................................16

Supplier Relaonship Report (SRR) .....................................................................................................17

Internal Customer Sasfacon ............................................................................................................17

Lost Customers Assessment (LCA) .......................................................................................................17

Reputaon & Stakeholder Assessment (RSA) .....................................................................................18Financial Impact Modeling (FIM) ......................................................................................................18

Mystery Shopping ................................................................................................................................18

The TAO Of Loyalty ...............................................................................................................................18

1.9 Dierent Types of Research ...........................................................................................................19

Pricing Research ...................................................................................................................................20

Promoon And Adversing Research..................................................................................................21

Media Research ....................................................................................................................................22

B2B And Industrial Research ................................................................................................................22


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Channel And Retail Research ...............................................................................................................24

Product And Packaging Research.........................................................................................................26

The other key features on oer ...........................................................................................................26

Packaging Tesng..................................................................................................................................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 oered at IMRB Internaonal: ..............................................................................................321.11 Quantave And Qualitave Research .......................................................................................33

Types of Quantave research ............................................................................................................33

Types of Qualitave research ..............................................................................................................33

1.12 Sectors in Which IMRB Internaonal Research...........................................................................34

1.13 COMPETITORS OF IMRB Internaonal.........................................................................................35

1.14 SWOT Analysis ..............................................................................................................................36

S.W.O.T. Analysis of IMRB Internaonal ..............................................................................................36

1.15 People & Culture at IMRB Internaonal ......................................................................................37

People ...................................................................................................................................................37

Culture ..................................................................................................................................................37

1.16 GROWTH SCENARIO OF IMRB......................................................................................................38

1.17 My learning from the study of the organisaon .........................................................................39


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1. Introduction1.1 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.


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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 across95 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.


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1.2Philosophy

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.


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1.3Groups 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.


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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.


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1.4Group 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.


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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
http://en.wikipedia.org/wiki/File:IMRB_in_WPP.png


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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.

1.5Organization Structure

Table 1.5 Organization structure

FIELD MANAGER is the person who gets the project from head office and fieldmanager 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 CONTROLLERis the person who takes the project brief to the team assignand briefs them about project and decides the rate of project to the team members.

Free lancer

Team leader

Field executive

Organitation structure

Field manager


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TEAM LEADERis the person who looks on each team member and checks all thedata 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 LANCERis the person who actually collects data on field and they try to getdata which is error free.

First two position in structure are on payroll they have fixed income i.e. they haveannual 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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1.7Research 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

exclusivetechnologyGroup within BIRD.

At the macro level, BIRD offers services covering industry trends, regulatoryenvironment, 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:

Spotlightfor Communication Evaluation BrandsInMotionfor Brand Health Measurement & Tracking /Communication

Tracking/Post launch evaluation both discrete and continuous data capture

Brand Genefor 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 IMRBo Spotlight for advertising pre-testingo BrandGene for Equity measuremento Other methods e.g. Customer Satisfaction, Mystery Audits etc. IMRBs Indian roots as well as multilingual lineage, which has implications foro Questionnaire design and scaleso Category Understanding and interpretation Seamless integration of technology to derive greater efficiencies from the track data o Speed and Flexibility in Data Capture and Data delivery by the use of Computer

Aided Personal Interview (CAPI) methodology


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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 Brandand Advertising Tracking exercises)

Integration of findings with other data streamso Market Pulse IMRBs Household Panelo 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

Gabor Granger

Price Sensitiviy Monitor (PSM)

Conjoint Analysis

Pricing Research

Advertising Research

Promotion Research

Media Research

Promotion and Advertising Research

Brand Research

Segmentation and profiling Studies

B2B abd Industrial Research

Channels and Retail Research


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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 cholle-

bhature 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 non-

advertising 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 thepurchase behavior information.

Providing key information needed to move light buyers to medium buyers andmedium 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 experience.

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


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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 attributesare used to

understand relationships within attributes.

Penalty analysis, regression and structural equation modeling are employed tounderstand the impact on overall liking

The other key features on offer

IMRB hasstandardizedits methodology to the greatest extent possible. This includesresearch designs, checklists for questionnaires, question wording and scales.

Standardized scales are available for overall liking, liking for attributes, sensoryintensity, 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 areflexible. Options are provided within thestandardized approaches, and there is enough room for improvisation wherever it is

needed.

The methods are strongly rooted in the context of the developing world. Sincerespondents 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

integratedqualitativeandquantitativemodules to provide a holistic solution to

support all facets of pack related decision-making. Thequalitativemodule includes

theCOLOR WHEELTMwhich 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:-

Language Transalations

Sampling

Prefield Processes

Briefing

Mock Calls

Project Knowledge

Accompniment Interim Feedback

Field Process

Scrutiny

FW Progress Monitor

Checked by the TL

Back Checks

Minimum 3 layers of supervision

Quality Control


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Types of Process Undertaken By IMRB (In Detail)

Pre Field Processes

Language Translations:

Language translation of the questionnairebefore launching it on field.

Sampling

Field Controller ensures that the right sampling methodology, as instructedby

Research, is implemented in the Fieldwork.

Project Knowledge

Field Controller relays all his / her understanding on the project to theresearcher concerned through a process note termed as Executive Understanding

ofProject (EUP)

Briefings

Project briefings are impacted by aField Controller to data collection team

aided by the Research-provided Field Briefing note.

Mock Calls

Post the Field briefings, mock sessions with dummy respondents areheld to

test each interviewers understanding of the questionnaire beforethe team

getspermitted to go on field.


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FW Allocation

Field Manager/Supervisor ensures that all inputs required to conduct FW are

made available tointerviewers 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 continuousfieldwork Each interviewer is checked by thesupervisor for his / her capability forfieldwork

through a mock-call Additional mock-call by each interviewer happens once a month

in continuousprojects to avoid any deviation in questionnaire administration.

In projects with complicated interview / methodology, pilot fieldwork is carried out topractice before getting on to actual work.

Field Processes

Accompaniment

All interviewers are accompanied for amin of 2 interviews in the initial few

days of commencing the fieldwork.All interviewers are accompanied for amin 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 ofinitial 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 trackall aspects of FW to check forany potential

threat tofield schedule or quality & take necessary action ontime.

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% ofwork

checked by TL is again checked by the Field Controller; At least 2%

ofQuestionnaires not checked by TLalso checked by theField Controller.

Quality Control

All interviews of each interviewer gets checkedby the team leader in thefirst

few days.Initial few interviews of each interviewer is sent to the Researcher

forperusal and timely correction. All members of the team gets re-briefed on

theerrors found for standard error-free work. Only scrutinized questionnaires are

taken forfurther quality checks in the field.


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Services offered at IMRB International:

The depth and breadth ofservices that we provide areextensive and includes

research and advisory services in thefollowing 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 basemanagement 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 andfinancial 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 HindustanThompson 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 IndianMarket 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 ofservice 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 ofmarket 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 isconducting 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 theorganization 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 thestudy 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. Theexecutive 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 thesituation 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 needto 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 mixconcrete). Ultratech is part of the Aditya Birla Group of companies & is a leadingcement producer.

Ultratechs cement operations today span the length and breadth of India, and it has alarge portfolio of national brands such as Birla Super, Birla plus etc. Ultratech tookover 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), Ultratechis 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 stopsto establish itself as not only the best domestic player but also among the globalleaders in cement.

Ultratech has also another line RMC (Ready Mix concrete) where they dont supplyraw 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 atthe 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

Conceptual Definitions

Price/ ProfitPrice 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.

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


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Value for moneyEconomic value is a measure of the benefit that an economic actor can gain fromeither a good or service. It is generally measured relative to units of currency

Image of the CompanyThe 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 toanother person or persons

RecommendPut forward (someone or something) with approval as being suitable for a particular

purpose or role.

ContinuePersist in an activity or process.

IncreaseBecome or make greater in size, amount, intensity, or degree

QualityThe standard of something as measured against other things of a similar kind; thedegree of excellence of something.

PumpingForce (liquid, gas, etc.) to move in a specified direction by or as if by means of a

pump.

Quotation and NegotiationA quotation may also contain terms of sale and payment, and warranties.

A negotiation is a discussion aimed at reaching an agreement.

Ordering & DeliveryA 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 ofa commodity contract that has been sold.

Company PersonnelPeople employed in an organization or engaged in an organized undertaking such asmilitary service.

Advertising & PublicityAdvertising 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/ ProfitHow does the customer feel about the price they pay for the RMC and the profit theyreceive.

Value for moneyThe 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 thecompany.

Image of the CompanyWhat perception does the customer has about the company regarding its product line,the brand the image of the company.

CommitmentIs the customer committed toward the company for its products and services, will theuse Ultratechs RMC for their further projects.

RecommendWould the customer recommend Ultratechs RMC to their colleagues and friends.

IncreaseThe increase in term of quantity in consumption of the product by the customer/

QualityThe overall quality of the RMC & Services by the company the product and its lifethe complete personnel interaction etc.

PumpingThe quality of the pumping service offered by the company to the customers formoving the concrete at the site.

Quotation and NegotiationThe quotation and negotiation process of the company considering the process ofreceiving quotes till the order is finalized.

Ordering & DeliveryThe ordering and delivering process means the process of placing the order with thecompany 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 performingtheir job based on the experience the customer have had with them.

Advertising & PublicityThe quality and the understandability of all the advertising and publicity undertaken

by the company.

Data collection:-

1. Primary data

Data collection Tools-

Questionnaire

Sampling method:-

Convenient sampling

Sampling size:-

20 Respondents

Respondents:-

Individual Household Builders- These are small builders who buy land, constructbuildings 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 tothe date of the interview.

The respondent must be an Individual Household Builder


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Results & Findings

Segments 1 Quality

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 theRMC as Excellent, Very Good and Good respectively. Means they are satisfied

by the RMC for its final strength.

Consistency in Strength

SettleingFinal

Strength

Consisten

cy in

Strength

Actual

quantity

delivered

Cube

testing

facility

Assistanc

e during

use

Genuinity

Data

Sheet

Durability

Consisten

cy across

seasons

Overall

Quality

EXCELLENT 0 15 0 15 20 0 20 0 0 0VERY GOOD 55 40 60 55 30 60 60 65 60 75

GOOD 45 45 40 30 20 25 20 20 30 10

FAIR 0 0 0 0 15 0 0 0 10 15

POOR 0 0 0 0 15 15 0 15 0 0

0

10

20

30

40

50

60

7080

Respondants

(Percentage%)

Factors

Quality

EXCELLENT VERY GOOD GOOD FAIR POOR


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Here 60 and 40 percent of all the respondents have rated the Consistency in strengthof the RMC as Very Good and Good respectively. Means they are satisfied by theRMC 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 plantHere 60,25,20,15 and 15 percent of all the respondents have rated the Cube testingfacility provided by Ultratechas Excellent, Very Good, Good, Fair and Poorrespectively. Means that at least in total 30 percent of respondents are not satisfied bythe Ultratech for its cube testing service which they provide at the customers site or

their plant.

Assistance during developing mix designHere 60, 25 and 15 percent of all the respondents have rated the final strength of theRMC 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 theyprovide 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 ofthe RMC as Excellent, Very Good and Good respectively. Means they aresatisfied by the genuinity of the data sheet.

Durability of the productHere 65, 20 and 15 percent of all the respondents have rated the durability of theRMC as Very Good Good and poor respectively. Means that 15 percent ofrespondents are not satisfied by the durability of the product.

Consistency in performance across seasonsHere 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 theperformance 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 RMCsoverall quality and services as Very Good Good and Fair respectively. Means that15 percent of respondents are not satisfied by the quality and services of UltratechsRMC.

Quality EXCELLENT VERY GOOD GOOD FAIR POOR

Settling 0% 55% 45% 0% 0%


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Final Strength 15% 40% 45% 0% 0%

Consistency in Strength 0% 60% 40% 0% 0%

Actual quantity delivered 15% 55% 30% 0% 0%

Cube testing facility 20% 30% 20% 15% 15%

Assistance during use 0% 60% 25% 0% 15%

Genuinity Data Sheet 20% 60% 20% 0% 0%

Durability 0% 65% 20% 0% 15%

Consistency across seasons 0% 60% 30% 10% 0%

Overall Quality 0% 75% 10% 15% 0%

Average 7% 56% 29% 4% 5%

From the above figures it can be said that on average 92% are satisfied by the qualityand services of Ultratechs RMC.

Segment II Price & Value

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

VERY HIGH HIGH MODERATE LOW VERY LOW

Price 20 50 25 5 0

Value Received 15 15 40 5 25

010203040

5060

Responda

nts

(Percentag

e%)

Axis Title

Price & Value

Price Value Received


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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 VERY HIGH HIGH MODERATE LOW VERY LOW

Price 20% 50% 25% 5% 0%

Value Received 15% 15% 40% 5% 25%

Average 18% 33% 33% 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

Larg

e &

esta

blis

hed

gro

up

Vari

ety

of

Rea

dy

Mix

Con

cret

e

Mar

ket

lead

er

Easy

to

deal

Rep

ute

d

bra

nd

Red

ress

es

com

plai

nts

Valu

e

for

mo

ney

pro

duct

s

Inn

ovat

ive

com

pan

y

Is a

relia

ble

com

pan

yR

Trus

ted

by

cust

om

ers

Ma

nuf

actu

res

sup

erio

r

qual

ity

pro

du

Tra

nsp

ere

nt

in

deal

ings

Pref

ere

d

bra

nds

Easi

ly

acc

essi

ble/

cont

acta

ble

Rec

om

me

nde

d by

prof

essi

onal

s

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

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

MODERATE 0 30 30 30 0 0 50 5 25 0 25 40 0 35 15

DISAGREE 0 0 0 15 0 25 20 0 15 0 0 35 15 0 0

STRONGLY DISAGREE 0 0 0 15 0 15 15 0 0 0 0 0 0 0 0

01020304050607080

90

Respondants

(percentage%)

Factors

Image

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


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


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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ImageSTRONGLY

AGREEAGREE

MODERA

TEDISAGREE

STRONGLY

DISAGREE

Large & established group 20% 80% 0% 0% 0%

Variety of Ready Mix

Concrete 40% 30% 30% 0% 0%

Market leader 25% 45% 30% 0% 0%

Easy to deal 15% 25% 30% 15% 15%

Reputed brand 65% 35% 0% 0% 0%

Redresses complaints 15% 45% 0% 25% 15%

Value for money products 0% 15% 50% 20% 15%

Innovative company 15% 80% 5% 0% 0%

Is a reliable company 45% 15% 25% 15% 0%

Trusted by customers 30% 70% 0% 0% 0%

Manufactures superiorquality products 0% 75% 25% 0% 0%

Transparent in dealings 15% 10% 40% 35% 0%

Preferred brands 0% 85% 0% 15% 0%

Easily

accessible/contactable 30% 35% 35% 0% 0%

Recommended by

professionals 0% 85% 15% 0% 0%

Average 21% 49% 19% 8% 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

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

STRONGLY

AGREEAGREE

MODERAT

EDISAGREE

STRONGLY

DISAGREE

Very committed to Ultratech 0 40 40 5 15

It would matter if you could not

use RMC from Ultratech0 30 20 30 20

You will recommend Ultratech 15 45 25 0 15

Choose Ultratech for another

project0 60 25 0 15

0

10

20

30

40

50

60

70

Respondants

(Percentage%)

Axis Title

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


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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

STRONGLY

AGREEAGREE

MODE

RATE

DISAGRE

E

STRONGLY

DISAGREE

Very committed to Ultratech 0 40 40 5 15

It would matter if you could not

use RMC from Ultratech 0 30 20 30 20

You will recommend Ultratech 15 45 25 0 15

Choose Ultratech for another

project 0 60 25 0 15

Average 4 44 28 9 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.


55/70

55

Segment V Pumping

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

Ability

to

underst

and

your

pumpin

g

require

ments.

Ability

to

provide

as per

require

ments

Ease

with

pumpin

g

activity

is

complet

ed

Professi

onalism

in

setting

up of

the

pumpin

g facility

Timelin

ess in

setting

up the

pumpin

g facility

Timelin

es in

pumpin

g of the

concret

e

Adhere

nce to

safety

standar

ds

Speed

of

pumpin

g

Overall

Quality

of

Pumpin

g

EXCELLENT 0 15 0 0 0 0 0 0 0

VERY GOOD 55 40 20 35 20 40 60 25 20GOOD 30 30 50 35 50 30 40 30 35

FAIR 15 15 30 30 30 30 0 45 30

POOR 0 0 0 0 0 0 0 0 15

0

1020

30

40

50

60

70

Respondants

(Percentage%)

Factors

Pumping



56/70

56

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


57/70

57

Here 20, 35, 30 and 15 percent respondents have rated Ultratechs overall pumping

quality as Very Good, Good Fair and Poor respectively.

Pumping EXCELLENTVERY

GOODGOOD FAIR POOR

Ability to understand your pumping

requirements. 0% 55% 30% 15% 0%

Ability to provide as per requirements 15% 40% 30% 15% 0%

Ease with pumping activity is completed 0% 20% 50% 30% 0%

Professionalism in setting up of the

pumping facility 0% 35% 35% 30% 0%

Timeliness in setting up the pumping

facility 0% 20% 50% 305 0%

Timelines in pumping of the concrete 0% 40% 30% 30% 0%

Adherence to safety standards 0% 60% 40% 0% 0%

Speed of pumping 0% 25% 30% 45% 0%

Overall Quality of Pumping 0% 20% 35% 30% 15%

Average 2% 35% 37% 25% 2%

From the above figure it is said that on an average 74% respondents are satisfied byUltratechs pumping services for RMC while 27% are not.

Segment VI Quotation and Negotiations

EXCELLEN

T

VERY

GOODGOOD FAIR POOR

Flexibility in negotiations 0 15 25 25 35

Receipt of complete and detailed

quotations0 60 40 0 0

Speed of response to enquiry 5 50 15 30 0

Overall rating of Quotation &

Negotiation process15 15 25 30 15

010203040506070

Respondants

(Percentage%)

Factors

Quotation & Negotiation

Flexibility in negotiations

Receipt of complete and detailed quotations

Speed of response to enquiry

Overall rating of Quotation & Negotiation process


58/70

58

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 EXCELLENT VERY GOOD GOOD FAIR POOR

Flexibility in negotiations 0% 15% 25% 25% 35%

Receipt of complete and detailed

quotations 0% 60% 40% 0% 0%

Speed of response to enquiry 5% 50% 15% 30% 0%Overall rating of Quotation &

Negotiation process 15% 15% 25% 30% 15%

Average 5% 35% 26% 21% 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.


59/70

59

Segment VII Ordering & Delivery

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

Convenie

nce in

placing

order

Deliverin

g as per

order

Derliveri

ng as per

schedule

Deliverin

g at a

time

convenie

nt to you

Time

taken for

delivery

Conditio

n of the

concrete

on

Delivery

Willing

ness to

deliver in

small

quantitie

s

Overall

rating of

Orderind

&

Delivery

process

EXCELLENT 0 0 15 0 0 15 0 0

VERY GOOD 70 65 35 30 50 35 15 30

GOOD 30 35 50 40 50 50 25 70

FAIR 0 0 0 30 0 0 60 0

POOR 0 0 0 0 0 0 0 0

0

1020304050607080

Respondants

(Percentage%)

Factors

Ordering & Delivery



60/70

60

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 EXCELLENTVERY

GOODGOOD FAIR POOR

Convenience in placing order 0% 70% 30% 0% 0%

Delivering as per order 0% 65% 35% 0% 0%

Delivering as per schedule 15% 35% 50% 0% 0%

Delivering at a time convenient to

you 0% 30% 40% 30% 0%

Time taken for delivery 0% 50% 50% 0% 0%

Condition of the concrete on

Delivery 15% 35% 50% 0% 0%


61/70

61

Willing ness to deliver in small

quantities 0% 15% 25% 60% 0%

Overall rating of Ordering & Delivery

process 0% 30% 70% 0% 0%

Average 4% 41% 44% 11% 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

Accessibility if Company

Documents

REPORT ON RMC