INDEX
No.Particulars
1.Introduction
2.History & Development of the unit
3.General Information
4.Changing Role of Marketing
5.Marketing Mix
6.Study of consumer & Dealers Satisfaction
II. Research Methodology
(a)Problem Identification
(b)Objective of the Study
(c)Scope of the study
(d)Data collection Method
(e)Analysis & Interpretation
7.SWOT Analysis
8.Suggestions & Conclusion
9.Bibliography
INTRODUCTION
I have completed my project report work in one of the unit of
TATA group of Industries i.e. TATA CHEMICALS LTD. It is one of the
biggest & the most competitive chemicals making company in
Gujarat. This was started by TATA group and today this TATA group
has multinational presence.
TATA chemicals Ltd. a flagship company of TATA group was setup
in 1939. TCL plant is situated at Mithapur in Jamnagar
District.
TCL was established in 1939. It also owns a large size of land
on lease as a part of township in Mithapur. The main products of
this company are Soda Ash, Sodium Bicarbonate, Caustic Soda,
Fertilizers, Salt, Bromine, Gypsum, and Cement.
This chemical industry has been recognized as an export house by
the government of India, the company has been certified for ISO
9001:2000 and also ISO 14001.
This industry is now one of the leading players in Indian and
foreign chemical industries manufacturing different varieties of
chemicals along with cement & it has emerged as Indias largest
exporters in the field of chemicals.
TATA Chemicals Ltd. is a classical example of how the group
caters t the specific needs of the economic environments in this
case providing India with an excellent blue print of how a sick
plant can be rapidly turned around, providing high quality raw
materials for building up Indias industrial infrastructure &
bringing in valuable foreign exchange, which is the countrys No. 1
priority today. Plans are now under was to double the plants
capacity & to setup bulk transportation
Project for transportation for transporting cement by sea along
with western coast of India.
History & Development of the Unit
TATA Chemicals Ltd. is the largest chemical Industry. It was
established in 1939 at Mithapur. History behind setting up this
company is sea that yields its treasures to Tata chemicals to
extract Gypsum, Salt Bromine, and Potash Magnesium Salt which are
then upgraded into numerous basic chemicals which are useful as a
raw material for manufacturing of glass, ceramics, textiles,
etc.
The search for a plant had begun before Tatas came on scene. A
chemical engineer who has studied at Manchester University named as
Mr. Kapilram Vakil (promoter) had a dream to raise its wealth of
marine minerals of which salt was only the beginning. His lifetime
ambition was to establish a chemical complex based on seawater and
lime stone available in abundance in Saurashtra.
After a survey of the western coast it was finally decided by
Mr. Kapilram Vakil that on a point of seven miles from Okha, the
western most tip where the Arabian Sea meets to the Rann of Kutch
like many pointer he ran into trouble. The maharaja of Baroda Mr.
Sayaji Rao in whose territory Mithapur was wrote to Tatas
suggesting that they might like to assist with his national project
instead of the best astrological forecast Mr. Kapilram Vakil could
elect that the starting year of TCL, were disastrous then an
International expert advised Mr. JRD Tata replied that when they go
to that place they arouse hopes in people.
The rewarding business was for production of soda Ash of high
quality. The formulae and process were well and secret of about six
companies in the world. TCL has cracked the code. It was
negotiating to a German firm to raise its capacity from 200 to 800
tones of soda Ash per day. At that time a chemical engineer named
Mr. Darbari Seth had came back from America to visit German Firm.
He was not impressed by what he saw; he told that they could aim
not at 800 but at 400 tones, which was optimum capacity. Out of the
16 of management board only JRD. Tata agreed. Then Darbari Seth was
asked to take over the design Fabrication and installation and to
make new equipments and machinery to renovate the chemical complex
of Mithapur.
Mr. Darbari Seth and his team had to design and fabricate some
plants to make Soda Ash, expect each one and ensure that all of
them worked right together. After the plant was ready the team was
asked to take on the operations and demonstrate whether they could
produce 400 tones per day. They worked with the missionary zeal and
at the end of the first fortnight the plant touched a production
capacity of 545 tones per day.
In 1962, the rain failed where the average rainfall was 18
inches only. At that time Mithapur was fed up by two lakes, company
did not wait till the end of October. It arranged for the suitable
treatment, seawater to replace fresh water in plant operation and
revised the necessary method including recycling. For 3 successive
years the condition remained same but the production continued to
rise and Mithapur expanded to produce 1000 tones of soda Ash per
day and now its production is 1500 tones per day.
General
Information
Index
No.Particulars
1.Project at Glance
2.Main Products
3.Managing Body
4.Important Bench Marks
5.Awards & Achievements
6.Corporate Values
7.Vision & Mission
8.TATA Group of companies
Project at Glance
Name of the unit : TATA CHEMICALS Ltd.
Registered office : Bombay House,
24, Homi Mody Street,
Mumbai 400 001.
India.
Year of establishment : 1939
Form of organization : Public Limited Company
Auditors : M/S S.B. Billimoria & Co.
M/S N.M. Raiji & Co.
(Chartered Accountants)
Works : Inorganic Chemicals -
Mithapur, Gujarat.
Fertilizers - Babrala, U.P.
Phosphates -
Haldia, West Bengal.
Web Site : www.tatachemicals.comEmail Address :
[email protected] no. : 91 (22) 56658144.
Bankers : State Bank of India
State Bank of Bikaner & Jaipur
Bank of Baroda
Honkong & Sanghai Banking
Corporation Ltd.
ICICI Bank
Total Staff : Management Cadre = 300
Supervisors = 235
Skilled & unskilled workers = 1238 Total employees =
1773
Main Products
1) Soda Ash : Light Soda Ash
Medium Soda Ash
Dense Soda Ash
Granular Soda Ash
Soda Ash Fused
2) Sodium Bicarbonate : Sodium Bicarbonate Technical
Sodium Bicarbonate refined
Sodium Bicarbonate Granular
Sodium Bicarbonate IP/VSP
3) Fertilizers : Phosphate Fertilizers
Value added Fertilizers
Nitrogenous Fertilizers
Potosi Fertilizers
Complex fertilizers.
4) Salt : Iodized Vacuum Salt
Vacuum Salt
Pure Salt
5) Bromine : Liquid Bromine Technical
Potassium Bromine Pq.
Sodium Bromine Pq.
Sodium Bromine Pq.
Sodium Bromine IP.
Methyl Bromine
Ethyl Bromine
Hydro-boric acid
6) Cement : Ordinary Portland cement
(Grade 43)
Ordinary Portland cement
(Grade 53)
Pozzolana Portland cement
7) Caustic Soda
Managing Body
Promoter : Mr. Kapilram Vakil
Chairman : Mr. Ratan Tata
Vice Chairman : Mr. R. Gopalkrishnan
Managing Director : Mr. Prasad R. Menon
Executive Director : Mr. Homi Khusrokhan
Chief Financial Officer : Mr. P. K. Ghose
Chief Operating Officer : Mr. R. Mukundan
Directors : Mr. Keshub Mahindra
Mr. D.M. Ghia
Mr. Nusil N. Wadia
Mr. R.C. Khanna
Dr. D.V. Kapur
Mr. V. Mahesh Rao
Dr. T. Mukerjee
Dr. V. L. Kelkar
Company Secretary : Mr. B. Renganathan
Important Bench Marks
In safety, health and environment by deploying the SHE policy
(safety, Health & environment Policy) through ISO 9001: 2000,
ISO 14001.
OHSAS 18001 British Council frame work occupational Health
Management System (OHMS).
Striving to go beyond mere compliance the company has adopted
Responsible care global initiative by the chemicals industry and
the global Reporting initiative.
The ISO / AUDITS / TBEM / RBNOA assessments provide the
opportunity to improve process there by reducing over all costs of
inspection and testing.
Awards & Achievements
Merit Award for excellence in cost management by institute costs
and works accounts of India in March 2005.
Receiving of 5 star certificates from British Safety Council in
the year 2004.
IMC Ramakrishna Bajaj National quality Award and received
commendation certificate to chemical division in 2002.
Gujarat Safety council Award, Mithapur works for completion of 3
million accident free man-hours and certificate of honour for salt
works on completing two million accident free man hours in the year
2001.
Saurashtra Mines Safety week competition, 1st rank, out of 11
prizes category. 1st price for TATA chemicals Ltd in the same year
i.e. 2001.
IX Mines Environment and conservation week completion, 1st rank
out of 8 categories, 5-1st prizes for TCL and 2-2nd prizes for TCL
Ranavav Limestone Quarries 2000.
Corporate Values
The Tata Group has always been a value driven organization.
These values continue to direct the groups growth and business. The
five core Tata values underpinning the way we do business are as
follows:
Integrity:
We must conduct our business fairly, with honesty and
transparency. Everything we do must stand the test of people
scrutiny.
Understanding:
We must be caring, respectful, compassionate and humanitarian
towards our colleagues and customers round the world and always
work for the benefit of India.
Excellence:We must constantly strive to achieve the highest
possible standard in our day-to-day work and in the quality of
goods and services we provide.
Unity:We must work cohesively with our colleague across the
group and with our customers and partners around the world to build
strong relationship based on tolerance, understanding and mutual
co-operation.
Responsibility:
We must continue to be responsible and sensitive to the
countries, communities and environments in which we work always
ensuring that what comes from the people goes back to the people
many times over.
Vision & Mission
VisionEnrich the quality of life by meeting essential
needs of people through chemistry and agriculture.Mission
We shall be the most respected company the business and in
geographies we operate in and our success will be achieved by a
consistent focus on.
Achieving globally competitive cost levels. Enhancing the value
proposition to customers. Improving shareholders value, commitment
to corporate social responsibility. Strengthening stakeholder
relationship.
Employees are our strength, and we will create an environment
that fosters achievement, innovation and teamwork.
Tata group of companies
1) Agricultural Inputs: Rallis - For Agrochemicals Tata
Chemicals - For Fertilizers2) Automotive:
TACO - For Automotive components TATA technologies - For
Automotive Services TATA Motors - For Commercial Vehicles3)
Chemicals:
TCL, Rallis - Chemicals
Jamipol - De-sulphurising compounds
4) Communication:
Tata Indicom - Broad Band Services, Tele Communication.
5) Consultancy:
Tata consultancy services - For Management Consultancy.
6) Energy:
Tata Power - Oil and Gas
Tata Projects - Power
Tata BP solar - Solar energy
7) Engineering:
Voltas - Air-contioning products
Tata steel - For Steel & Bearings
Telcon - Construction Equipments
Tata consulting engineers - Engineering consultancy.
NELCO - Industrial electronics
TAL manufacturing - Engineering works
Tata precision Industries - Precision equipments
Tata Holset - Turbochargers
8) Financial Services:
Tata AIG - Insurance Sector
Tata Asset Management,
Tata Investment Corporation,
Tata international AG - For investment
9) Food Products:
Tata Tea
Tata coffee
10) Hospitality:
Indian Hotels11) Information Technology:
Tata consultancy services CMC Tata InfoTech Tata technologies
NELITO systems Tata interactive services12) Infrastructure:
Tata projects
THDC
13) Materials:
Tata advanced material
Tata refractories
Tata Metaliks (Pig Iron manufacturing)
Tata Pigments
Tata conswood
Tata TAYO Rolls
Tata sponge Iron
Tata Steel
Tata Ryerson (Steel Processing)
Tinplate Company of India.
14) Publishing:
Tata interactive - For E Learning Tata Mc Graw-Hill -
Publishing15) Others:
Tata ceramics
Tata ELXSI
Tata Petrodyne
Tata Tetley
Titan Industries
TANISQ.
Changing
Role of
Marketing
Introduction
To-day marketing means to study and monitor environmental
factors which helps the firm finding out detent needs as creating
needs for new, emerging and dynamic class of consumer by using
creativity, innovation in provoking, penetrating and positioning
the product.
It is the process to know perceived value of consumers, creating
value driven products, measuring value and delivery system to
survive and sustain in highly competitive environment factors,
which continuously offer some opportunity and cause some
treats.
The role of marketing has been changing continuously, since its
emergence previously, it was given the equal importance like other
departments than it was given more importance than other
departments subsequently. Marketing has become the centre point in
the organization. And recently consumer has become the centre point
and marketing has become its integrative function.
Consumer focus is a necessary in todays competitive world.
Customer at present is the queen. In the words, customer is the
passport to profit. At present customer becomes a most important
consideration for every organization. Competition global quality
standards economic relatives create need of consumer orientation
and it becomes the major function of marketing today.
Changing Business environment
New Realities: Why Consumers focus?
1) The continuous entry of new competition is increasing choice
for the consumers, consumers are now become known for giving and
choosing.
2) Fast allying margins are cutting into profitability of many
marketers.
3) Global quality standards are focusing companies to deliver
better products.
4) Consumers are depending value for their money.
Creating competitive advantage:
Bringing competitiveness: How customer focuses?
1) New competencies must be identified and growth to serve the
customer better.
2) Costs must be cut in order to deliver greater, value at lower
prices.
3) TQM must be introduced to raise product quality.
4) Cycle timer must be reduced, to reduce time-to-market and
boost responsiveness.
5) Brand must be developed to generate long-term value not
short-term margins.
All the two points stated above reveal that how customer focus
becomes important, what customer focus is and how it can be
achieved. The increasing importance of customer focus makes
customer king of the organization and changing role of marketing
from a central activity to an integral activity.
Cement Industry and Marketing
What is Marketing?
According to Peter Drunker The modern marketing concept is a
customer oriented backed integrated marketing wined at generating
customer satisfaction as the key to satisfying organizational
goals, moreover, changing environment has provided many
opportunities and threats to the marketers who are how required to
be more conscious and cautions about the marketing of their
products. What is Marketing Management?
Marketing management is the process of planning and executing
the conception, pricing, promotion and distribution of ideas, goods
and services to create exchange that satisfy individual and
organizational goals.
What is need for Marketing of cement?
It is found that cement plant works more than their efficiency
even with large addition to capacity and the efficiency of new
plants, the operating ratio is not as high as it should be because
of a slower growth in consumption and bottle necks in
transport.
As additional companies have come up in the southern and Eastern
regions, the awareness in the growth of industry in early years may
be come less pronounced. The major question therefore relates to
efficient marketing arrangements.
There exists very stiff competition among cement marketers.
Hence, they have to adjust themselves to changing situation and up
grade the technology, widening of the product range and use of
different types of raw materials as well as effective marketing
efforts should be undertaken.
TATA Cement and Marketing efforts
Tata cement has been the pioneer in the field of cement
marketing, marketing as a discipline involves many functions. But
marketing efforts specially concentrates on the efforts done by a
company to promote its products.
Tata Chemicals Ltd. has done many efforts for the purpose of
marketing Tata cement. Tata chemicals right from the beginning of
the manufacturing activity marketed Tata cement. They started sales
promotion efforts at the consumers level and the dealers level,
this type of promotional activities were given prime importance, in
order to attract more dealers to sale their product and also in
order to attract more no. of consumers to buy their product. Tata
cement has created a brand image of its own through the unique
advertising strategies.
Cement is such as commodity which in its marketing highest
concentration on promotional efforts. There exists a gap with
demand supply of cement. Cement marketer has to push the customer
to adopt their brand.
Only integrated promotional efforts will yield trustful result
to the company in the era to intense competition more over
recession prevails in the market. Therefore, no company sells its
product without concentrating on its promotional efforts.
Marketing
Mix
Index
No.Particulars
1.Introduction
2.Product Mix
3.Price Mix
4.Promotion Mix
5.Place Mix
Introduction
Specific marketing tools are to be selected in form of market
segments. For each segment so selected, a marketer has to formulate
a combination of a number of devices or types of marketing
activities that are coordinated into a single marketing programme
to reach a particular target or a market segment. The combination
of this marketing methods or devices is known as marketing mix.
Marketing mix offers an optimum combination of all marketing
ingredients. So that marketer can have a realization of the company
goals such as profit, return on investment, sales volume, and
market share and so on.
The integration process of 4 Ps of marketing leads to the
development o the companys marketing mix in which each sub-function
and its programme is adjusted with other in such a way that their
interaction in the market produces maximum impact.
- Borden, N.H.
In short, it is a profitable formula of all marketing
operations. The marketing mix will have to be changed according to
changing marketing condition and also with changing environmental
factors (technical, social, economic and political) affecting each
market. In simplest manner, the basic marketing mix is the blending
of the four inputs or mixes which form the core concept of the
marketing system. International companies must decide how much to
adopt their marketing strategy to local conditions. A Company
Should use a globally standardized marketing mix for worldwide
standardization of product, advertising and distribution channels
promises the lowest costs.
Product Mix
Product mix is also known as product assortment. One major
management aspect is the decision concerning product mix. The
product mix is one of the elements of the product policy. An
organization with several product lines has a product mix; it is a
list of all products offered for sale by a firm or a company.
A product mix consist of all the product line andItems that a
particular seller offers for sale.
- Kotler & Armstrong
Product is a thing possessing utility. It stands for both goods
and services that the company offers to the target market for their
satisfaction. Product fulfills the needs of the society. Product
represents bundle of expectations to the consumers and society.
1) BRAND:
A brand is a name, symbol or design or a combination of them,
which is intended to identify the goods. The brand identifies the
product for a buyer and it gives a chance to seller to earn
goodwill and good image in the market. In this industry TATA cement
itself is given a brand name to its cement products range.
2) FEATURES:
Features are the characteristics of the product. It shows that
the product is featured in many forms. TATA cement also has many
features in it. There are different featured cement are introduced
in the market for example Ordinary Portland Cement (grade 43),
Ordinary Portland cement (grade 53), Pozzolana Portland Cement.
3) PACKAGING:
Packaging has many characteristics in it. Some of them can be
described as; Packing is the means of advertising for the producer.
It prevents the product from damages. It helps in easy handling to
customers. Tata cement is packed in the big plastic bags for its
proper supply to the dealers and consumers.
Price Mix
It is a unique element in marketing mix; price stands for the
amount of money customers have to pay to obtain the product
economists say, Price as the exchange value of a product or service
always expressed in money to the customer. It is an agreement
between seller and buyer. Price is a device for the translating
into quantitative terms. The perceived value of the product to the
customer. In the words of Philip Kotler, Price is the only element
in the marketing mix that creates sales revenue, the other elements
are costs.
1) Pricing policy:
It provides general framework within which managerial decisions
are made on pricing. It must adopt changes with changing
environment and changing marketing objectives. Over here in the
products like cement, fluctuations in the prices are very often as
compared to FMCG goods or others, there occurs a price change only
after some stipulated period of time due to any market changes or
technological changes and thus over here the pricing policy remains
stable for a fixed period of time.
2) Pricing Strategy:
Strategy is a plan or action to adjust with changing conditions
of the market place. Pricing should be done through proper planning
and considering the external environment.
3) Discounts and Allowances:
Discounts and allowances are price concessions offered to
traders or buyers in the form of deduction form its original price
or from the amount of will. Different kinds of discounts are trade
discount, cash discounts, quantity discounts, seasonal discounts
etc. Over here, in order to attract the customers and dealers the
discounts are given here as the Trade discounts and the quantity
discounts.
PROMOTION MIX
Promotion Mix stands for the various activities the company
undertakes to communicate and promote its products to the target
market. It is effort by the marketer to inform and persuade the
buyers to accept, resale, recommended or use of article, service or
idea, which is being promoted. Tools of promotion mix are given as
under:
1) Advertising:
An identified sponsor can define advertising as paid
communication of goods, services or ideas. It is a paid form of
communication because advertiser has to pay for the space or time
in which his advertisement appears for this purpose, different
advertising media can be used like newspapers, magazines, radio,
television, etc.
Tata chemical advertises Tata cement through various means and
methods like newspaper, magazines, Hoardings, Wall paintings and
gift items.
2) Personal Selling:
Personal selling is also known as salesmanship. It is the best
means of oral and face-to-face communication and presentation with
the prospects for the purpose of making sale. There may be one
prospect or number of prospects in personal communication.
Tata cement follows the way of distributional channel and over
here the direct selling as the product is cement, it doesnt require
much quality presentation against the consumers and thus over here
the personal selling approach is not followed.
3) Sales Promotion:
It is a short-term incentive given to the customer to encourage
trial or purchase of a product or service. It stimulates consumer
to purchase a product. According to American Marketing Association
These marketing activities other than personal selling, advertising
and publicity that stimulates consumer purchasing and dealer
effectiveness such as display shows and exhibition, demonstrations
and various non-recurrent selling efforts not in the ordinary
routine. As a part of sales promotion Tata chemicals provides the
customers with the free vouchers in which all types of details are
mentioned of Tata cement and also draw system at dealers level of
promotion.
4) Publicity:
It is a special form of public relation program. It is
non-personal stimulation of demand for a product or service by
placing commercially significant news about it in a publication or
attaining favorable presentation of it upon Radio, T.V. or stage.
Sponsor does not pay it. Tata cement is not doing any type of
publicity as compare to the other companies.
Place Mix
It stands for the various activities the company undertakes to
make the product accessible and available to customers. In todays
economy vast distances separate the producer and customer. So it is
necessary to fill this place gap and for that purpose some
middlemen are there, place mix is nothing but marketing activity in
which movement or flow of goods or services are there from primary
producers to ultimate consumers.
1) Physical Distribution:
Physical distribution is looks after physical handling of goods
and it tries to provide maximum customer service. Physical
distribution is the ingredient in the marketing mix that describes
how products are moved and stored. Physical distribution can
decrease costs and increase customers satisfaction. It consists of
all business activities concerned with stocking and transporting
materials part or a finishing inventory.
Study of
Satisfaction levelIntroduction of the topic
As a part of my training, I have selected to conduct consumers
satisfaction survey and dealers satisfaction survey with special
reference to Tata cement.
Customer satisfaction
The whole purpose of the marketing process is customer
satisfaction. Infect today customer satisfaction is the only
justification for the existence of the organization. A simplified
model of customer satisfaction is as follows:
Customer Expectations
Perceived Delivery of product and services
Match
Yes No
Satisfied -----------Dissatisfied
A simple method of studying consumer satisfaction is to look
things from the customers perspective. The firm may find itself
amazed at how it seems to have set out to positively irritate and
annoy the paying customers.
The very simple logic that firm produces goods and services
solely to create customer satisfaction and the success or failure
in achieving long term satisfaction in what producer or the firm
sales.
Every organization should bear in mind that unhappy customers
tell everyone about their complaints, unfortunately substantially
more in value and frequency than satisfied customers talk about the
good service, they have received a company should do something
about its complaining customer which is a major opportunity to do
the business some good.
Being a student of management and being aware of the increasing
importance of customer satisfaction. I decide to conduct a survey
regarding customer satisfaction in Rajkot with reference to Tata
cement.
Dealers Satisfaction
For every organization distribution is very much important
without distribution a firm cannot even exit. In two days ever
increasing competition every firm. Must have effective distribution
to compete well.
In cement product dealers all the major part of the distribution
channels. A satisfied dealer can obviously perform well for his/her
firm. Moreover being nearer to consumers they can also give some
very good suggestions for the improvement of their companies.
Having this point in my mind, I conducted a survey in comparison
of few major competing companies i.e. Ultra tech, Tata, Hathi,
Sanghi, Sidhee and Ambuja. However, I have tried to check the
performance of Tata cement companies as far as dealers satisfaction
is concerned.
Research Methodology
According to our syllabus, we have to undergo training in large
scale unit on any topic in the field of marketing. I decided to
conduct a survey for consumer satisfaction and dealers satisfaction
in Rajkot city with special reference to TATA cement with
information taking from the various parts of Tata industry. During
this survey research methodology used by me was as follows:
A. Problem Identification
The problems, which prompt me to conduct such survey, were to
know to what extent the consumers of Tata cement are satisfied as
compared to consumers of other cement brands. Another problem was
to know why Tata cement is not as much sold as Ultratech cement in
the market.
B. Objective of the study
The objective of the survey conducted by me was as follows:
For consumer satisfaction survey:
To know the popular cement brand To know the perception and
preference of the consumer towards various brand cements. To find
out whether they are satisfied with the cement or not. To know
potential demand of the consumer.
For dealers satisfaction survey:
To know the satisfaction level of dealers.
To find out the performance of various cement brand from the
point of view of dealers.
To know the dealers suggestions for their respective
companies.
C. Scope of study:Scope of survey deducted by me is as
follows:
Factors influencing buying decision for cement.
Brand loyalty of the consumers.
Information sources of the consumers.
Most preferred brand of consumers.
Consumer survey for performance of TATA cement.
Satisfaction level of dealers.
D. Data collection Method
For my survey purpose I have collected my primary data through
questionnaire. The questionnaire by me is as follows:
For consumers satisfaction survey:
1) Income Level:
a) Below 10,000
b) 10,000 20,000
c) 20,000 25,000
d) 25,000 & above.
2) Whenever you purchase the cement which brand you preferred
the most?
_________________
3) Which factors do you take into consideration while purchasing
the cement?
a) Price
b) Brand name
c) Availability
d) Quality
4) Have you purchased TATA cement?
Yes No
5) From where did you first come to know about TATA cement?
a) News papers
b) Hoardings
c) Wall Paintings
d) Shops displays
e) others
6) According to you TATA cement differs from the other
brands?
___________________
7) Does your preferred brand give you full satisfaction? If no,
then what is lacking in it?
Yes No
If no then lacking in,
Price
Availability
Strength
Quality
Others (please specify) ____________
8) Would you switch over to other brand? If yes, then which
brand would you prefer? Why?___________________
10) How would you rate the performance of Tata cement?
Very good
Good
Average
Poor
11) Your suggestions, to make TATA cement more successful?
________________
For Dealers Satisfaction survey,
1) You are the dealer of which company?
Tata cement
Ambuja Cement
Ultra tech cement
Hathi Cement
Sanghi Cement
2) Since how long have you been the dealer of this company?
_________________
3) Are you satisfied with the level of support you get from TATA
cement?
Yes No
4) Would you like to change the dealership?
Yes No 5) According to you what consumer expects while
purchasing the cement? (Please give rank)
Price
Quality
Brand
Strength
Availability
6) How much is your total yearly sales with regard to
cement?
_________________
7) How much is your yearly sales of TATA cement?
_________________
8) How do you rate the position of the following companies in
the market? (Please give rank)
Ultra tech
TATA
Hathi
Sidhee
Sanghi
Ambuja
9) According to you, what a company should do to be no.1 in your
city?
______________
10) Suggestions.
E. Analysis and Interpretation
Analysis and interpretation in one of the most important step in
the research procedure. The success or failure of the research
depends on how successfully the analysis and interpretation is
done.
Make data meaningful we classify the data according to different
variables to make it simplified. Then tabulation is done of the
classified data main purpose of tabulation is to know the frequency
of response. It helps to develop relationship between the data and
also to compare the data. This whole thing is called analysis of
data.
Next stage after analysis of data is to interpret the analyzed
data. Interpretation means what does the analysis mean and on the
basis of that to determine cause and effect relationship. In short,
interpretation means to give meaning to over all analysis.
The analysis and interpretation of the consumers satisfaction
survey and dealers research are as follows:
For consumer Satisfaction SurveyChart showing the income level
of the consumers:
From the above graph we can say that consumers having monthly
income below 10,000 purchased the cement frequently. And a firm
should concentrate on them more to sale their product and should
design the marketing programs and schemes keeping in mind their
ideology.Questions and Analysis
1) Whenever you purchase the cement which brand you prefer the
most?
Table:
Brand NameNo. Of ConsumersPercentage (%)
TATA1122%
Ultra tech1938%
Ambuja1530%
Other0510%
Total50100%
From the above table, it is clear that Tata cement is given the
third priority as per the brand name is concerned with the rating
of 38% pioneered by Ultra tech and 30% by Ambuja and followed by
10% by other cement Brands.
2) Which factor do you consider while purchasing the cement?
- Criteria for purchasing the cement are as under:
Chart:
From the above graph, it is clear that brand name (42%) is the
top most criteria in purchasing the cement followed by availability
(34%), price (14%), quality (6%), and others as (04%) at the fifth
position clearly shows that consumer gives the first preference to
the quality then price as price range in the product like cement is
also same of all brands.
3) Have you ever-purchased Tata cement?
From the survey of Tata cement, it is clear that 100% of
consumer (sample size 50) at least once purchase the Tata cement,
because Tata cement is a popular and quality product in the cement
industry. So that number of consumers at least once purchases the
Tata cement.
4) From where did you first come to know about Tata
cement?Chart:
From the above graph we can say that the advertisement plays on
important role in purchasing the cement. It shows that 50%
consumers decisions are affected by the wall painting and thus for
the sales of the cement they should use wall painting medium most
which is also the cheapest one, and newspaper advertisement method
should be used in a least manner as 6% of the buyers are only
affected and attracted with newspapers advertisements.
5) According to you, how Tata cement differs from the other
brands?
From the survey, 34% consumers says that because of good
quality, Tata cement is different from the other brands and 60%
consumers says that because of good brand name and old brand it is
good and differ from the other brands, and only 6% consumers says
that because of strength of the cement it is differ from other
brands. So Tata has good brand name and better popularity than the
other cement brands. Now, in order to achieve all-round popularity
in cement they should move towards marketing their strength and the
quality of the product rather than advertising brand name of the
product.
6) Does your preferred brand give you full satisfaction? If no
than what is lacking in it?
Table answering customers opinion saying both Yes and No:Brand
NameNo. of ConsumerPercentage (%)
YesNoYesNo
Tata14228%4%
Sidhee10220%4%
Ultra tech12124%2%
Sanghi06312%6%
Total42884%16%
From the above table it can be said that the total unsatisfied
consumers of TATA cement is more as compared to Ultratech cement
i.e. in the ratio of 2:1. Total 4% of the consumers are unsatisfied
due to the high price of the Tata cement from the 50 consumers
surveyed. And thus as compared to Ultra tech cement Tata cement has
more unsatisfied customers but with compared to other brands like
Sidhee and Sanghi cement they have less unsatisfied customers.
7) Would you switch over to other brand? If you will then, which
brand would you prefer? Why?
Brand
NameNo. Of ConsumerPercentage (%)
NoYesNoYes
Tata15130%2%
Ultra tech12124%2%
Sidhee09218%4%
Sanghi07314%6%
From the above data obtained, it can be said that Tata And
Ultratech cement only has the more number of the brand loyal but
over here Tata cement is one step ahead in case of brand loyalty as
compared to Ultratech, it can been seen that out of 15 consumers
only one is ready to switch over to the another brand in case of
Tata cement and in case of Ultratech out of 12 only 1 is ready to
shift towards another brand thus as compared to other brands Tata
cement enjoys the first position over here.
8) How do you rate the performance of Tata cement?
Chart:
From the above graph, it can be said that there are 20% of
average markings and 48% of Markings at good level. In order to
convert these markings at very good level Tata cement has to travel
a long journey and has to beat the competitors. And it seems very
good for Tata cement that no one out of 50 customers has ranked
Tata cement at poor level.
9) According to you which factor are most responsible for the
success of Tata cement?
From the survey, we can say that 56% of consumers say that
because of quality Tata has success in cement market and 44% of
consumers say that because of brand name Tata has success in cement
market and Tata cement has good brand name and image in the
market.
No other factors are given importance for the success of the
Tata Cement by customers.
10) What suggestion, would you like to give, to make Tata cement
more successful?
Give discounts to the consumers
Innovative schemes for consumers
To improve more quality standards
For Dealers Satisfaction Survey:
1) You are the dealer of which company?
Table:
Brand NameNo. of DealersPercentage (%)
Tata1224%
Sidhee0816%
Ultra tech1224%
Ambuja1020%
Please Turn Over
Others0816%
Total50100%
From the above table, it can be said that Tata Company has wide
spread distributional channel as compared to others in the case of
cement. Out of total 20 dealers surveyed 24% of them sales Tata
cement and apart from Tata cement they also sale other brands with
it. As seen from table out of 20 dealers Sidhee, Ambuja and Other
local brands are kept by very few dealers i.e. 16%, 20% and 16%
respectively which seems to have less dealership as compared to
Tata and Ultratech.
2) Since how long have you been the dealer of this company?
Table:
Brand Name/
Years Tata SidheeUltra techAmbujaOthers
0 521212
5 1082632
10 152133-
Above 15----1
Total1241175
From the above table it is clear that, Tata Cement dealers are
the most experienced dealers in the cement dealings, at least 8 out
of the 12 dealers have experience of 5 to 10 years in this field,
which can be regarded as a valuable experience. No other brands
have these much-experienced dealers. Thus helps Tata cement to be
sold more in the market as they have more selling experience and
knows better techniques.3) Are you satisfied with the level of
support you get from your Company?
Table:
Brand
NameNo. Of dealersPercentage
YesNoTotalYesNo
Tata11011292%08%
Sidhee03010475%05%
Ultra tech110011100%-
Ambuja05020771%29%
Others03020560%40%
Chart showing the opinion of dealers regarding their
satisfaction with various brands in the percentage form:
From the above graphs and table it is clear that out of 100%
dealers of Tata who also keeping other brands with them like
Ambuja, Ultra tech, Sidhee and various others, only 8% of the
dealers are not satisfied with the Tata cement as in the sales of
the Tata cement their profit margin is less as compared to other
brands. But the persons dealing in Ultra tech is 100% satisfied as
they get better amount of profit margin over here and also benefit
of various dealerships level schemes. But as compared to other
brands like Sidhee and Ambuja cement over here the dealers are more
satisfied.4) Would you like to change the dealership within next
five to six?
Years?
Table:
Brand
NameNo. of dealers
YesNo
Tata-12
Sidhee103
Ambuja-07
Ultra tech-11
Others0203
From the above table it is clear that the number of dealer
surveyed in the Rajkot city would not like to change the dealership
for at least next five to six years, especially in case of TATA
cement. Thus this data can be considered valid up to next 5 to 6
years of dealership level and according to it dealership level
strategies planning can be done to promote sales. And also as seen
above few dealers of other brands are ready to shift their
dealership, this dealers can be motivated to become Tata cements
dealer rather than becoming other brands dealer so that Tata cement
can be sold more in the market.
5) According to you what customer expects while purchasing
cement
(Please give rank)
Table:
FactorsRankPriceQualityAvailabilityBrand
Dealers
VotePercent
(%)Dealers
VotePercent
(%)Dealers
VotePercent
(%)Dealers
VotePercent
(%)
1st1155%525%210%210%
2nd525%1050%315%210%
3rd210%315%630%945%
4th210%210%945%735%
Total20100201002010020100
From the above table, it can be said that the 1st priority while
purchasing cement is given to price by customers (according to
dealers), as 55% of the dealers vote for price in priority level
followed by quality, Brand and then by Availability. This says that
while manufacturing cement the first aspect that should be kept in
mind is price and quality of cement, which should be within the
boundaries of customers expectations as first and second
preference, is given to them only. Marketer should then take brand
into consideration, in order to create a brand image in the
customers mind. Availability is given the last priority over here
because cement is such a product which is purchased at once only
for the construction purpose and for that the quality is more
important then availability, a person is ready to travel a bit more
distance to get better quality.
6) How much is your total yearly sales? How much is your yearly
sales of Tata cement (excluding other brands)?
Chart showing sales of different brands:
From the survey done of 20 dealers, which keeps TATA and
Ultratech cement as their major brand for sales and other brands
also but in minor quantity, it is found that (after taking all the
dealers into consideration) the total sales of Ultratech cement is
43%, TATA cement is 40% and of other brands is 17%. This states
that the major part of sales of cement is of Ultratech and the
biggest competitor of Tata cement is Ultratech, which has the first
position in the market. 8) How do you rate the position of the
following companies in the Rajkot Market?
Table showing different rates given to different Brands:
Rank criteriaTataUltra techAmbujaSidheeOthers
1st61031-
2nd95411
3rd44921
4th113105
5th--1613
Chart Showing the Final rank allotted to different brands:
From the above graph and table, it is clear that Tata cement
holds second rank in the Rajkot market as per voted by 9 dealers
and the first position is enjoyed by Ultratech and third position
is holed by Ambuja cement thus over here in the Rajkot market the
main competitor of Tata cement is Ultratech and Ambuja cement.
Other brands like Sidhee, Sanghi and Others are the competitor of
Tata but not as a major part.
9) According to you, what your company should do to be no. 1 in
your city?
From the survey, the dealers suggestions for his company to
be
No.1 in Rajkot City is as follows:
More advertising through media
To give credit terms and discount facilities
Lower price
10) Your Suggestions,
Majority as a part of the suggestion says that supply is done in
a proper manner sometimes and so it should be improved and more
schemes at the dealership level should be given which encourages
dealers to sale Tata cement more.
SWOT
Analysis
SWOT Analysis
1) Strength:
A strong brand image is the strength of Tata cement Tata cement
made a good position in the minds of consumers in such a way that
it reflects the strength and quality.
The certificate received by the organizations like ISO, OAHS,
TBEM and RBNOA assessments provide the opportunity to improve
process there by reducing over all costs of inspection and
testing.
The efficient management staff appointed to handle the
activities starting from the production to sales of the cement
products.
The awards received by the company from the organizations like
Institutes of costs Accounts of India and Ramakrishna Bajaj
National Quality Award helps in increasing the goodwill of the
company.
2) Weakness:
Lacking in the part of advertising for the Tata cement. Much use
of media such as television is not done for the cement
products.
Proper Co-ordination between the workers and the managers is not
found over here in the production unit.
There is certain lacking part in the supply side as there comes
complain by the dealers in case of supply of the cement.
3) Opportunities:
Tata chemicals Ltd. has a wider market to cover as a part of
international market in the field of cement. Though these products
are exported to many countries, still there is a wider area to
cover. And there are many opportunities like this way to receive
many awards for excellence in their work.
4) Threats:
Tata Company doesnt have much threat in the market as
competitors as less right now in such market. But it does have
treats from the giant like Ultratech who is its main competitor in
cement market. And also with the changing rules of government and
its policies. As looked over from international market point of
view, every company has threats from foreign industries, rules
followed in that particular company and thereby customers
acceptance of their product in that particular country.
Suggestions
The performance of Tata cement is very much better as compared
to other brands in the market and also its brand name is very
popular. But from the survey, I found that there is more need to
frequent advertisement in newspapers, hoarding and television also.
Though advertisements are not considered directly in buying, but
its essential to promote the sales.
To satisfy Dealers, Company should give more credit facilities
and discount facilities at dealership level in order to encourage
them to sale more. And to satisfy consumer more attention on
quality at fair prices.
Conclusion
As a part of my study, I have visited Tata chemicals Ltd. and
done industrial project work on consumer satisfaction and dealer
satisfaction survey with special reference to the Tata cement.
From the survey of consumer satisfaction, I conclude that
consumers are king of the market and they satisfied while; when
they get what they want good quality at fair price. And from the
survey of dealer satisfaction. I also conclude that the company
should also concentrate on the role of dealers because dealers are
key factor for the cement industry. If dealer are satisfied with
level of support they get from the company than adversely it
affects the companys sales.
Finally, I would like to conclude that Tata cement is one of the
most reputed companies in the Indian market but still there are
better scope of improvements to be market leader and
challenger.
Bibliography
For the purpose of preparing this project reference is taken
from:
Marketing management by Philip Kotler and
www.tatagroup.com www.tatachemicals.comDECLARATION
I, the undersigned Bhavin patel as student of F.Y. MBA. Hereby
declare that the project work presented in this report is my own
work and has been carried out under the supervision of Dr. Prkash
chawala, and Gandhinagar. I submit the report to KSV university,
Gandhinagar. This work has not been submitted to any other
university for any other examination.
Date: Signature
Place:
PREFACE
World is widening up & we cannot be confined to one place.
In the present era of globalization & liberalization it can
never be possible to make a mark in todays competitive environment.
In India, business and industrial management activities is a base
for the country.
With an outlook of the importance of practical aspects of
business mgt. KSV University has subscribed the subject, Industrial
Training as a part of syllabus of F.Y. MBA. Where by the students
have to take initiative training in the field of marketing in a
company & have to study various aspects of marketing.
I am very glad to have got a chance of getting training in a
reputed company TATA CHEMICALS LTD for a period of ten days on all
the aspects of management especially in marketing field.
ACKNOWLEDGEMENT
I am grateful to the managers of Tata Chemicals Ltd. For giving
me permission to take training under their unit. Moreover, I also
express my sincere thanks to Mr. Upendra Bhayani and Mr. P. C. Tank
as a manager of SCM department for giving me the valuable
information by sparing his costly time.
Along with this all I also take an opportunity to express my
thanks to Dr. Swati Doshi and Mr. Abhijit Vala for their valuable
guidance. I also cant forget to thank my parents and friends for
their co-operation with regard to project. Lastly, I also thank to
all the people who supported me in preparing this report.
Signature
4%
10%
34%
52%
0%
10%
20%
30%
40%
50%
60%
Below -
10,000
10,000 -
20,000
20,000 -
25,000
25,000 -
Above
Income level
No.
Of consumer in %
14%
42%
34%
4%
6%
0%
10%
20%
30%
40%
50%
Price
Brand Name
Availability
Quality
Others
Brand Name
EMBED MSGraph.Chart.8 \s
32%
48%
20%
0%
0%
10%
20%
30%
40%
50%
60%
Very Good
Good
Average
Poor
Ratings
EMBED MSGraph.Chart.8 \s
EMBED MSGraph.Chart.8 \s
EMBED MSGraph.Chart.8 \s
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