ACC Report General

8/8/2019 ACC Report General

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Executive Summary

Cement is the most widely used building material in the world and has been for

thousands of years. The historical record confirms that the ancient Persians, Assyrians and Babylonians used cement in the binding and affixing of mudbricks. The Egyptians also used cement in construction. It was the Romans,however, that perfected the production of slaked cement that made manyconstruction advances possible.

India, being the second largest cement producer in the world after China with atotal capacity of 151.2 Million Tonnes (MT), has got a huge cement industry. Withthe government of India giving boost to various infrastructure projects, housing

facilities and road networks, the cement industry in India is currently growing atan enviable pace. More growth in the Indian cement industry is expected in thecoming years.

The sample size 150 is selected comprising Premium & Multi brand dealers andretailers as respondents. Majority of them are in the cement business for last 5-7years. Some respondents are completely and some are partly satisfied. Somehave issues related to price, marketing & promotion, packaging ,logistics etcand mix of all and some have no issues. Everything will be clearly visible in thereport through various statistical tools and techniques used to analyze andinterpret the data.


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R esearch Design

METHODOLOGY:

OVE R VIEW OF METHODOLOGY

The method used is the Descriptive Research Method since the researchproblem and result were organization specific. The primary methodology appliedwas in the form of determining the satisfaction level of the channel memberswhich was significantly different to differentiate one member from another.

The secondary methodology applied is Exploratory Research Method. to

assess the core competency of ACC Ltd and the various activities by thecompany and the competitors.

Sampling plan:

Method of Sampling : Simple Random Sampling

Sample Size : 150 samples from West Delhi.

Data collection:

Personal Interview: The interviewing the persons by asking questions andrecording the additional observations about the respondents.

Questionnaire Method : Collecting facts through systematically preparedquestionnaire.

Data analysis:

Collected data will be analyzed in the form of tables, percentages, numericalforms, bar charts, and pie charts.


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Data Interpretation

Q.1 Which are the businesses you are carry out ?(To kn ow Whether cement is Resp ondent's bread & butter or n ot)

N ature Of businessN o. of Units Percentage

Cement & Aggregates 17 11.33%Cement & building Material 55 36.67%

Cement & Coal 1 0.67%Cement & Hardware 8 5.33%

Cement & POP 3 2%Cement & Property 1 0.67%Cement & Sanitary 6 4%

Cement 59 39.33%Total 150 100%

11.33%

36.67%

0.67%

5.33%

2%0.67%

4%

39.33%

Nature Of Business

Cement & Aggregates

Cement & buildingMaterial

Cement & Coal

Cement & Hardware

Cement & POP

Cement & Property

Cement & Sanitary


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Q.2. Which brands do you sell ?

(To kn ow dealer is exclusive or M.B.)

Dealers/ R etailers N o. of units Percentage ACC 9 6.00% Ambuja 11 7.33%Bangur 1 0.67%Binani 2 1.33%Multibrand 103 68.67%JK Lakshmi 2 1.33%Rockstrong 2 1.33%Shriram Nirman 4 2.67%Shriultra 8 5.33%Ultratech 4 2.67%Birla Samrat 4 2.67%Total 150 100%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

Dealers & Retailers

ACC

Ambuja

Bangur

Binani

Multibrand

JK Lakshmi

Rockstrong

Shriram NirmanShriultra

Ultratech

Birla Samrat


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Q.4. How much time does it take for delivering material after youplace the order ?

(T ells ab out the service quality).

Time Of Delivery N o. Of Units Percentage1-2 hrs 5 3.33%2-4 Hrs 109 72.67%4-8 hrs 25 16.67%

More than 8 hrs 11 7.33%Total 150 100%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

1-2 hrs 2-4 Hrs 4-8 hrs More than 8hrs

Time of delivery

Percentage


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Q.6. How many customers take material in bulk from you ?(T ells ab out his sec ondary c ost & general tendency ab out cust omer

st orage capacities in the area)

B ulk B uying(in %) N o.of R espondents R espondents(in %)0 to 5 34 22.67%

5 to 10 18 12%10 to 15 44 29.33%15 to 20 7 4.67%20 to 25 19 12.67%25 to 30 5 3.33%30 to 35 7 4.67%35 to 40 0 0%

40 to 45 9 6%45 to 50 0 0%50 to 55 4 2.67%55 to 60 0 0%60 to 65 1 0.67%65 to 70 2 1.33%Total 150 100%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

0to5

5to10

10to15

15to20

20to25

25to30

30to35

35to40

40to45

45to50

50to55

55to60

60to65

65to70

Bulk Buying

Respondents(in %)


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Q.7.Do you have your vehicle for lifting material (from warehouse/siding/plant)?(Tells about malpractices)

R esponse N o. of R espondents R espondents(in %)

Y es 6 4%

No 144 96%

Total 150 100%

0%

10%20%

30%

40%

50%

60%

70%

80%

90%

100%

Yes No

Response

Respondents(in %)


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Q.8. How is the behavior of the field officer who visits your shop ?( T ells ab out the strength of relati on bet w een him & off icer)

B ehaviour of the officer N o. of

respondentsN o. of respondents

(in %)F riendly 123 82%

Informative 1 0.67%Rude 0 0%

Never comes 10 6.67%Ok 16 10.67%

Total 150 100%

82%

0.67%0%

6.67%

10.67%

Behaviour of the officer

Friendly

Informative

Rude

Never comes

Ok


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Q.9. Are there any visits from senior management & CSS or howoften you visit to companys office?(T ells ab out the relati on bet w een dealer & c ompany.)

Visits From Senior Mgmt.

N o. of respondents N o. of respondents(in %)

Regularly 63 42%Rarely 30 20%

No visits 57 38%Total 150 100%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Visits from Senior management

Regularly

Rarely

No visits


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Q.10. How many customers asks for specific brand ?(T ells ab out the brand pull of the brands in that area).

Demand For Specific B rand(in %)N o. of

R espondents R espondents(in %)1 to 10 18 12%

10 to 20 63 42%20 to 30 4 2.67%

Above 30 65 43.33%Total 150 100%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

1 to 10 10 to 20 20 to 30 Above 30

Demand For Specific Brand

Respondents(in %)


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Q.13. What are the best marketing /promotionalactivities that your co does and is it done byby them or you ask for it?(T ells ab out the initiatives taken by o ther c o.)

R esponseN o. of

R espondents R espondents(in %)Co.does on its own 76 50.67%

Dealer/Retailer have to ask for it 26 17.33%Both 48 32%

Total 150 100%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

Response

Respondents(in %)


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Q.15. How good is the CSS support of the co.?

(Sshows the level of support staff commitment in the market)

C ss Supportof the co.

VeryDissatisfied

Dissatisfied N either Satisfied

nor Dissatisfi

- ed

Satisfied VerySatisfied

Total

Freuency of visits by CSSofficer at site

50% 36% 7.33% 3.33% 3.33% 100%

Freuency of visits by CSS

officer at Shop

6% 8% 24.67% 31.33% 30% 100%

New initiativesby the

company

22% 27.33% 32.67% 14.67% 3.33% 100%

Contractor/Mason Meets

& influence

48.67% 35.33% 9.33% 3.33% 3.33% 100%


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0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Contractor/Mason Meets &influence

New initiatives by thecompany

Freuency of visits by CSSofficer at Shop

Freuency of visits by CSSofficer at site


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Q.17. How much influence does packing have on you & customer?(S how s the percepti on of cust omer based up on packing of cement)

Level of Influence N o. of respondentsN

o. of respondents(in %)0 to 10 31 20.67%

10 to 20 5 3.33%20 to 30 7 4.67%30 to 40 5 3.33%40 to 50 7 4.67%50 to 60 9 6%60 to 70 11 7.33%70 to 80 16 10.67%80 to 90 14 9.33%

90 to 100 6 4%100 to 110 39 26%

Total 150 100%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

Level Of Influence

0 to 10

10 to 20

20 to 30

30 to 40

40 to 50

50 to 60

60 to 70

70 to 80

80 to 90

90 to 100100 to 110


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LIMITATIO N :

The study is limited within the area of West Delhi and need to be complete with ina time span of 2 months. The study focuses on Channel members satisfactionwhich is likely to change over a period of time.


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Areas C overed During the Study

1) Vikas Puri2) Janak Puri3) Ramesh Nagar 4) Kirti Nagar 5) Tagore Garden6) Rajendra Place7) Peeragarhi8) Anand Parbat9) Sultanpuri10) Shakur Basti11) Najafgarh12) Nangloi Sayed13) Nangloi Jat

14) Dwarka Mod15) Dwarka16) Uttam Nagar 17) Pankha Road18) Dabri Palam Road19) Pankha Road20) Mahavir Enclave21) Mansarover Garden22) Rajouri Garden23) Mayapuri

24) Pashchim Vihar 25) Sant Nagar 26) Inder Puri27) Karol Bagh28) Moti Nagar 29) Karam Pura30) Patel Nagar (East)31) Patel Nagar (West)32) Shalimar Bagh33) Rohini34) Pitampura35) Tilak Nagar 36) Bijwasan37) Punjabi Bagh38) Tilak Nagar 39) Pandav Nagar 40) Hast Thal Village


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Findings

(O n the Basis Of Data C o llected T hr ough Questi onnaire & Intervie w )

The study conducted on the comparison of the satisfaction level of the Dealers &Retailers of ACC and Non ACC network has following findings

1) It was found that the following no. of respondents are involved in thecement and other business for their bread and butter .Their detailspercentage wise are as follows-

- 11.33 % of the respondents are involved in cement & aggregates

business ,

- 36.67 % of the respondents are involved in cement & bldg materialbusiness,

- 0.67 % of the respondents are involved in cement & coal business,

- 5.33 % of the respondents are involved in cement & hardware business,

- 2 % of the respondents are involved in cement & POP business,

- 0.67 % of the respondents are involved in cement & property business,

- 4 % of the respondents are involved in cement & sanitary business,

- 39.33 % of the respondents are involved only in cement business.

2) It was found that following no. of respondents are involved in selling

particular brand of cement, their detail percentage wise is as follows - 59 % of the respondents sells cement of multiple brands.

- 6 % of the respondents sells ACC cement.

- 7.33 % of the respondents sells Ambuja cement.


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- 0. 67 % of the respondents sells Bangur cement.

- 1.33 % of the respondents sells Binani cement.

- 1.33 % of the respondents sells JK Lakshmi cement.

- 1.33 % of the respondents sells Rockstrong cement.

- 2.67 % of the respondents sells Shriram Nirman cement.

- 5.33 % of the respondents sells Shriultra cement.

- 2.67 % of the respondents sells Ultratech cement.

- 2.67 % of the respondents sells Birla Samrat cement.

3) It was found that the three best things of the brand sell by the respondentsare following-

- 60 % of the respondents responded as Service , Marketing & Brand Pull.

- 30 % of the respondents responded as Service ,Margin & Brand Pull.

- 8 % of the respondents responded as Margin , Marketing & Brand Pull.

- 2 % of the respondents responded as Brand pull , Marketing & Customer

Service.

4) It was found that the time required for delivering the cement by the companyafter placing the order by Dealer or retailer is as following

- According to 3.33 % of the respondents it takes 1-2 hrs. to deliver cementby the co. after placing the order.

- According to 72.67 % of the respondents it takes 2-4 hrs. to deliver cement by the co. after placing the order.


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- According to 16.67 % of the respondents it takes 4-8 hrs. to deliver cement by the co. after placing the order.

- According to 7.33 % of the respondents it takes More than 8 hrs. hrs. todeliver cement by the co. after placing the order.

5) It was found that

- 30 % of the respondents receives material from the cement siding.

- 10 % of the respondents receives material from the plant.

- 52 % of the respondents receives material from the cement siding, plant

& warehouse.

- 8 % of the respondents receives material from the dealers.

6) It was found that (a)- 60 % of the respondents deliver material by rickshaw & tempo.

- 30 % of the respondents deliver material by rickshaw , tempo & tractor.

- 10 % of the respondents deliver material by rickshaw , tempo andsometimes customer manage to carry on its own.

(b) 22.67% of the respondents says that 0 to 5 % customers goes for bulkbuying.

12% of the respondents says that 5 to 10 % customers goes for bulkbuying.

29.33% of the respondents says that 10 to 15 % customers goes for bulkbuying.


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12.67% of the respondents says that 20 to 25 % customers goes for bulk

buying.



0% of the respondents says that 35 to 40 % customers goes for bulk

buying.



2.67% of the respondents says that 50 to 55 % customers goes for bulk

buying.



1.33% of the respondents says that 65 to % customers goes for bulk

buying.


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7) It was found that - 4 % of the respondents have their own vehicle for lifting the material fromcement siding , warehouse and plant.

- 96 % of the respondents does not have their own vehicle for lifting thematerial from cement siding , warehouse and plant.

8) It was found that - 82 % of the respondents feel that the behavior of the field officer is friendly.

- 0.67 % of the respondents feel that the behavior of the field officer isinformative.

- 10.67 % of the respondents feel that the behavior of the field officer is ok.- 6.67 % of the respondents says that the field officer make no visits.

9) It was found that - 42 % of the respondents says that there are regular visits by the officialsfrom the senior management of the company.

- 20 % of the respondents says that there are very rare visits by the officialsfrom the senior management of the company.

- 38 % of the respondents says that there are no visits by the officials fromthe senior management of the company.


- 12% of the respondents says that customer demand for specific brand isbetween 1 to 10 %.

- 42% of the respondents says that customer demand for specific brand isbetween10 to 20 %.


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- 2.67% of the respondents says that customer demand for specific brand isbetween 20 to 30 %.

- 43.33% of the respondents says that customer demand for specific brand

is above %.

11) It was found that- 54 % of the respondents says that they try to convince the customer to buya specific brand.

- 46 % of the respondents says that they never try to convince the customer to buy a specific brand.

12) It was found that - 68.67 % of the respondents who sell multiple brands convince thecustomer to buy those brands in which maximum margin can be fetch.

- 31.33 % of the respondents who are premium sellers tries to convince thecustomer to buy that brand which they are selling.

13) It was found that - 50.67 % of the respondents says that all the marketing & promotion is doneby the company on its own.

- 17.33 % of the respondents says that the marketing & promotion is doneby the company when the dealer or retailer ask for it.

- 32 % of the respondents says that the marketing & promotion is done by

the company on its own and sometime dealer or retailer have to ask for it.


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- 39.33 % of the respondents feels that all the factors like Tv ads , Price ,Brand ,Quality, Packaging, Sellers influence & Masons & Contractors

Recommendation are equally important for influencing the customer.

- 42.67 % of the respondents feels that factors like Price , Brand ,Quality& Packaging are equally important for influencing the customer.

- 11.48 % of the respondents feels that the factors like Price , Brand ,Quality, Packaging & Sellers influence are equally important for influencingthe customer.

- 6.52 % of the respondents feels that the factors like Tv ads , Price ,,Quality, Sellers influence & Masons & Contractors Recommendation areimportant for influencing the customer.

17) It was found that 20.67% of the respondents feel that the importance of packaging is

between 0 to 10 % which influence the seller to stock & customer to buy thecement.

3.33% of the respondents feel that the importance of packaging isbetween 10 to 20 % which influence the seller to stock & customer to buythe cement.

4.67% of the respondents feel that the importance of packaging isbetween 20 to 30 % which influence the seller to stock & customer to buy

the cement.



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6 % of the respondents feel that the importance of packaging is between50 to 60 % which influence the seller to stock & customer to buy the cement.


10.67% of the respondents feel that the importance of packaging isbetween 70 to 80 % which influence the seller to stock & customer to buy

the cement.


4% of the respondents feel that the importance of packaging is between90 to 100 % which influence the seller to stock & customer to buy thecement.

26% of the respondents feel that the importance of packaging is between100 to 110 % which influence the seller to stock & customer to buy thecement.

18) It was found that - 33 % of the respondents have idea about packaging of only those brands

which are sell by them.

- 7 % of the respondents feel that Ambujas packaging is best in the industry.

- 37 % of the respondents feel that ACC, Ambuja & Ultratech have the bestPackaging in the industry.


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- 15 % of the respondents feel that ACC , Ambuja & Shri Ultra & Binanihave the best packaging in the industry.

- 8 % of the respondents feel that all the companies in the market areproviding good packaging these days and which is getting better day by day.

19) It was found that - 70 % of the respondents says that schemes, discounts, cash incentives ,gifts , tours etc. are offered by the area sales promoter.

- 30 % of the respondents says that nothing is offered by the sales promoter to them.

20) It was found that - 20 % of the respondents gave no suggestions.

- 50 % of the respondents gave suggestion related to increasing price of thecement.

- 30 % of the respondents gave suggestion related to the benefits to thechannel members ,marketing & promotion and told about the issues theyhave with the company for last so many months.


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C onclusion

There is a mix kind of response received from the channel members some of

them gave positive feedback and some responded negatively and it is theresponsibility of the company to change the perception of the people whoresponded negatively and should keep on working according to the expectationof the people who responded positively.


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Questionnaire Used

Name of Respondent

Company Name

Address

Contact no.

1) Which are the businesses you are carry out ?(inference- to know cement is his bread & butter or not)

Cement AggregatesSanitary Hardware

2) Which brands do you sell ? (inference- to know dealer is exclusive or M.B.)

Ultratech Bangur Ambuja Acc others(please specify)

3) What are the three best things of the brand you sell ?( inference-to know why is he selling the brand )

Service(In terms of order delivery) Margin(Price & discounts)Brand pull(in terms of customer demand) Customer serviceMarketing activities

4) How much time does it take for delivering material after you place the

order ? ( inference-tells about the service quality).1-2 hrs. 2-4 hrs.4-8 hrs. More than 8 hrs.


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5) F rom where does the material come ?(inference- tells about the logistics strength of the co.)

Cement siding warehouse

Directly from plant others(please specify)

6) How do you deliver material to the end customer & how many customerstake material in bulk from you ?( inference-tells about his secondary cost & general tendency aboutcustomer storage capacities in the area)

7) Do you have your vehicle for lifting material(from warehouse/siding/plant)?( inference-tells about malpractices)

8) How is the behavior of the field officer who visits your shop ?( inference-tells about the strength of relation between him & officer)

F riendly informativeRude other(please specify)

9) Are there any visits from senior management & CSS or how often you visitto companys office?( inference-tells about the relation between dealer & co)?

10) How many customers asks for specific brand ?( inference-tells about thebrand pull of the brands in that area).

1-10 % 11-20 %21 -30 % more than 30 %


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11) Do you try to convince the customer to buy specific brand ?(inference shows his attachment to the brand & his capability of being a localbrand ambassador )

Y es No

12) If yes Which ?

13) What are the best marketing /promotional activities that your co. does

and is it done by them or you ask for it?( inference-initiatives taken by

other co.)

14) Do you conduct any activities on your own / do you take part in the

activities ( inference-shows his commitment towards the company)

F inancially physically others(please specify).

15) How good is the CSS support of the co.-( inference-shows the level of

support staff commitment in the market)

--- frequency of visits by CSS officer at site--- frequency of visits by CSS officer at Shop---New initiatives taken by the co.---Mason/contractors/architects meets & influencing

16) What influences the customer the most(frequency of visits by CSS

officer at -shows the key buying factors for customer/builder)


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TV ads Price Brand QualityPackaging Y our influence Masons/Contractor s Recomm.

17) How much influence does packing have on you & customer.(Shows the

perception of customer based upon packing of cement).

18) What do you like the most about the packaging of ACC or other

brands(inference-Shows the perception of customer based upon

packing of cement).

19) What are the best practices adapted by your areas sales

promoter ?(Inference-shows the sort of relationship/involvement the

sales promoter have in the market)

20) Any suggestions you would like to give.


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Report on :

Comparative Study of Satisfaction Level of Dealers & Retailers -

ACC & Non ACC Distribution Network

(Y ear - 2010)

Submitted to : Submitted By :

Mr.Narendra Dutta Pranshur Aggarwal(Area Manager) (P.G.D.M. Student)

ACC Ltd., Institute Of Marketing &Sales unit Management,New Delhi.82-84,Janpath, Academic Y ear-2009-11New Delhi - 110001

ACC Report General

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