About The Group

“Exploring market potential of Mumbai city and Strategy to enhance the market share of UltraTech”

Project Report submitted to the Institute of Technology and Management, Navi Mumbai,410210 In partial fulfillment of the requirements for the degree of MBA-RMM

Submitted by: Ashwanibugalia

APPROVED BY :Industry Guide:

Faculty guide:

Mr. Neeraj Tripathi

Mrs. Sangeeta Trott

(City Head Sales & Marketing, Mumbai)

Institute for Technology and Management Plot no.25/26, Sector 4, Kharghar, Navi Mumbai, (410210) Phone: 022-27742793/98 1

E-mail:[email protected]

Acknowledgement I would like to express my gratitude towards my company guide Mr. Neeraj Tripathi, City Head (Sales & Marketing), Ultra Tech Concrete, Mumbai for his valuable guidance without which I would not had been able to complete my project in a good spirit. I would also like to thank Mr. Ashwani Tripathi, Sr. Officer Marketing, Ultra Tech Concrete to whom I have to report day to day, his guidance was very imperative for me. During whole project work I got continuous cooperation from several persons, who have been helpful in preparing this report to whom I would like to thank for their support. Though it is difficult to recognize to mention all the names in this report some of prominent reports some of prominent names are recognized at appropriate places. Last but not the least I would like to thank my institute ITM B-School including the Dean Dr. Dasbiswas, the Director Dr. Adhikari and specially the Deputy Director Mr. B.V.R. Murthy for their constant support. Sincere gratitude is extended to my faculty guide Mrs. Sangeeta trought for her time, ideas and assistance in completing my project.

Ashwani bugalia (Summer Trainee)

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AUTHORIZATION LETTER/CERTIFICATE This is to certify that Mr. Ashwani bugalia from the Institute for Technology & Management, Navi Mumbai has undertaken project “Exploring market potential of Mumbai and strategy to enhance market share of UltraTech” and is based on his work at Ultra Tech Concrete, Mumbai (Ultra Tech Cement Ltd.) from 04/05/09 to 31/07/09 as part of his Summer Internship project in partial fulfillment in degree of Master of Business Administration.

Best Regards:Neeraj Tripathi (City Head Sales & Marketing, Mumbai) 3

TABLE OF CONTENTS I. EXECUTIVE SUMMERY.....................................................................................................5 II.INTRODUCTION..................................................................................................................6 ➢ ➢ ➢ ➢ ➢ ➢ ➢

Overview of RMC ………………………………………………..……........................6 UltraTech Concrete ……………………………………………………………….........7 Aditya Birla Group…………………………………….………………….…................8 Mnaufacturing process ………………………………………………………….……...12 Tests of RMC …………………………………………………………….……….…....16 Products and offerings …………………………………………………….………..…..18 Merits and demerits ………………………………………………………….……..…..20

III. MARKETING PROCESS...................................................................................................22 ➢ SWOT Analysis ………………………………………………………………….…......24 ➢ Porter five forces model ……………………………………………………..…….…....25 IV.RESEARCH OBJECTIVES.................................................................................................29 V. RESEARCH METHODOLOGY..........................................................................................30 ➢ ➢ ➢ ➢ ➢ ➢ ➢

Instrument Development..............................................................................................30 Research Measures.......................................................................................................30 Research Design...........................................................................................................31 Data Collection ............................................................................................................31 Data Analysis ..............................................................................................................31 Limitations ..................................................................................................................32 Activity plan ……………………………………………………………………. ……33

VI. FINDINGS .........................................................................................................................34 ➢ ➢ ➢ ➢ ➢ ➢

Brand experience……………………………………………………….……………….35 Ranking of RMC brands...……………………………….………………………..........36 Decision maker.………………………………………………………………...............37 Ordering process ……………………………………………….……………………….39 Satisfaction level………………………………………………….……………………..42 Recommendation chances ………………………………………………………………46

VII. OBSERVATION ………………………………………………………………………...…47 VIII.STRATEGY AND RECOMMENDATIONS …………………………………………......48 IX. Conclusion...........................................................................................................................50

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X.

REFERENCES ..................................................................................................................51

XI. ANNEXURE .....................................................................................................................53 ➢ Questionnaire/s..............................................................................................................53

I. EXECUTIVE SUMMERY The purpose of study was to understand market potential of Mumbai mainly at western suburbs (andheri, JVPD, bandra, goregoan) for setting up a plant of UltraTech concrete and strategy to enhance market share of UltraTech , in which major objectives are:1. Understand major factors that influence customers in selecting any rmc brand. 2. Understand the brand experience among rmc consumers. 3. Exploring market potential of Mumbai mainly of western suburbs. 4. Satisfaction level of consumer with UltraTech (product/service). So, the project was divided into four phases First phase was dedicated to initial basic training of plant operation, in which I understood manufacturing process, batching process, ordering process, purchase order and quality testing of raw material etc. Second phase was dedicated to exploratory research in which I collected the secondary data and information about the ready mix concrete, how does over all industry works, major players, key drivers etc. Third phase was dedicated to descriptive research in which I do consumer survey and informal interview of consumers. From which I understand the customer expectations, perceptions about different brands and major attributes in selections of any ready mix concrete. And in forth phase I tried to explore market potential of ready mix concrete in western suburbs mainly at Andheri, JVPD and Goregoan. So in these suburbs I have collected information through primary data and secondary data.

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The major competitors of Ultra Tech Concrete are Lafarge, ACC, RMC, Godrej and many local players. These players are giving tough competition to Ultra Tech Concrete. To increase the market share Ultra Tech Concrete needs to work on quality and availability which is a major factors for dissatisfaction of customers.

II. INTRODUCTION 2.1 OVERVIEW OF RMC Ready-mix concrete (RMC) is a ready-to-use material, with predetermined mixture of cement, sand, aggregates and water. RMC is a type of concrete manufactured in a factory according to a set recipe or as per specifications of the customer, at a centrally located batching plant. It is delivered to a worksite, often in truck mixers capable of mixing the ingredients of the concrete en route or just before delivery of the batch. This results in a precise mixture, allowing specialty concrete mixtures to be developed and implemented on construction sites. The second option available is to mix the concrete at the batching plant and deliver the mixed concrete to the site in an agitator truck, which keeps the mixed concrete in correct form. In the case of the centrally mixed type, the drum carrying the concrete revolves slowly so as to prevent the mixed concrete from "segregation" and prevent its stiffening due to initial set. The leading ready-mix concrete supplier worldwide is the Mexican concrete and cement company Cemex, and their main competitor is France-based Lafarge. The Ready mix concrete business in India is in its infancy. Where as in developed countries, nearly 70 per cent of cement consumption is in the form of ready mix concrete but in India, ready mix concrete accounts for less than 5 per cent. There are several reasons for this. In early 70s both pricing and distribution of cement was controlled due to shortage of supply. The levy of additional taxes & duties on RMC, entry tax, excise duty also contributed to the slow development of the concept. The growth of RMC is predominantly driven by demand from the metro cities. RMC is particularly useful when the building activity is located in congested sites where little space is available for siting the mixer and for stock piling of aggregates. The

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use of the RMC is facilitated through a truck-mounted 'boom placer' that can pump the concrete up 80 metres. Anticipating huge potential for the product, cement majors, including Associated Cement Companies, UltraTech, L&T, India Cements, Priyadarshini Cements, Chettinad Cement and Madras Cements, are foraying into the RMC business and the share of RMC is expected to go up from present levels of around 5 per cent of the total cement production to the global average of 70 per cent, according to industry players.

2.2 ULTRATECH CONCRETE UltraTech Concrete comes from the house of the Aditya Birla Group. There vast experience in cement production using state of the art technology has helped them

in meeting

requirements of discerning customers by providing variety of cements to suit different needs. The group has forayed into forward integration into high quality concrete in production, delivery and placing. The company forayed into the ready mix concrete about eight years back. With its first plant commissioned in Hyderabad, ready mix concrete was sold as a brand, 'Birla Ready Mix'. True to its tagline 'concrete on call', the company was able to capture the imagination of customers and service them round the clock. "The concept was new then," says Mr. Puranmalka, Group Executive President, Grasim Industries and Chief Marketing Officer, UltraTech Cement Ltd. UltraTech Concrete plants are present in Mumbai, Pune, Nasik, Nagpur, Ahmedabad, Surat, Gurgaon, Noida, Jaipur, Chandigarh, Chennai, Bangalore, Hyderabad, Cochin, Vizag, Ludhiana, Kolkata and many more are coming up. UltraTech Concrete is committed to provide customized high quality RMC for ensuring speedy construction. In a very short time Birla Ready Mix Concrete became a generic name. The success of the brand led to the opening of a few more plants in Hyderabad itself and expansion to other states pan-India. With the transition of Birla Plus to UltraTech Cement, even Birla Ready Mix Concrete was rechristened UltraTech Concrete'.

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2.3 ADITYA BIRLA GROUP

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VISION- To be a premium global conglomerate with a clear focus on each business. MISSION- To deliver superior value to our customers, shareholders, employees and society at large. VALUES- INTEGRITY, COMMITMENT, PASSION, SEAMLESSNESS AND SPEED.

A US $29.2 billion corporation, the Aditya Birla Group is in the league of Fortune 500. It is anchored by an extraordinary force of 130,000 employees, belonging to 30 different nationalities. In India, the Group has been adjudged "The Best Employer in India and among the top 20 in Asia" by the Hewitt-Economic Times and Wall Street Journal Study 2007. Over 50 per cent of its revenues flow from its overseas operations. The Group operates in 25 countries — India, UK, Germany, Hungary, Brazil, Italy, France, Luxembourg, Switzerland, Australia, USA, Canada, Egypt, China, Thailand, Laos, Indonesia, Philippines, Dubai, Singapore, Myanmar, Bangladesh, Vietnam, Malaysia and Korea. Globally the Aditya Birla Group is: :: A metals powerhouse, among the world's most cost-efficient aluminium and copper producers. Hindalco-Novelis is the largest aluminium rolling company. It is one of the three biggest producers of primary aluminium in Asia, with the largest single location copper smelter :: No.1 in viscose staple fibre :: The fourth largest producer of insulators :: The fourth largest producer of carbon black :: The 11th largest cement producer globally, the seventh largest in Asia and the second largest in India :: Among the world's top 15 BPO companies and among India's top four :: Among the best energy efficient fertilizer plants

In India: :: A premier branded garments player :: The second largest player in viscose filament yarn 9

:: The second largest in the chlor-alkali sector :: Among the top five mobile telephony companies :: A leading player in life insurance and asset management :: Among the top three supermarket chains in the retail business

Rock solid in fundamentals, the Aditya Birla Group nurtures a culture where success does not come in the way of the need to keep learning afresh, to keep experimenting. Beyond business — the Aditya Birla Group is: :: Working in 3,700 villages :: Reaching out to seven million people annually through the Aditya Birla Centre for Community Initiatives and Rural Development, spearheaded by Mrs. Rajashree Birla :: Focusing on: health care, education, sustainable livelihood, infrastructure and espousing social causes :: Running 41 schools and 18 hospitals

Transcending the conventional barriers of business to send out a message that "We care". COMPANY INFORMATION Grasim Industries Limited is the brightest feather in the cap of the Aditya Birla Group which one of the biggest private sector companies in India. Grasim Industries was set up with the sole purpose of textiles manufacturing in the year 1948 but the company has entered into several commercial activities at a steady rate. Grasim Industries is numero uno in many of the sectors where it operates. In order to enter the Indian cement industry, Grasim Industries took over a big chunk of the total shares and also the control of the management of the UltraTech Cement Limited, which was merged with the Larsen and Toubro Cement Company in 2004. Within a very short span of time, the company was able to penetrate a big portion of the market in India. Grasim industries, including its subsidiaries, operates 7 split grinding units, 11 composite plants, 4 bulk terminals, and 10 ready mix concrete units.

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The divisions of Grasim Industries: •

Viscose staple fiber: This division of the Aditya Birla Group is the biggest producer of viscose staple fiber worldwide. It fulfills the demand of the domestic market for the viscose staple fiber.

•

Cement: This division is ranked 11th in the international arena and 7th in Asia. It is further divided into two grey cement and white cement.

•

Sponge iron: The sponge iron division is the biggest Indian commercial producer of sponge iron

•

Chemicals: Grasim Industries owns one of the biggest caustic soda manufacturing unit

•

Textiles: With the campaign 'the power of fashion' the company is very well positioned in the domestic Indian market. The premeire brands of the Grasim Industries textile division are the fabric range of the Grasim and the Graviera.

Board of Directors of Grasim Industries: •

Mr. Kumar Mangalam Birla, Chairman

•

Mrs. Rajashree Birla

•

Mr. M. L. Apte

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Mr. S. G. Subhrahmanyan

•

Mr. R. C. Bhargava

•

Mr. Cyril Shroff

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Mr. S. B. Mathur

•

Mr. B. V. Bhargava

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Mr. Shailendra K. Jain

•

Mr. D. D. Rathi

Business Heads at Grasim Industries: •

Mr. Shailendra K. Jain, Viscose Staple Fiber

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Mr. Vikram Rao, Textiles

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Mr. Ravi Kastia, Sponge iron

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Mr. Saurabh Misra, Cement

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Mr. K. K. Maheshwari, Chemicals

•

Mr. D. D. Rathi, Chief Financial Officer

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Mr. Ashok Malu, Company Secretary

Community services by Grasim Industries: 11

•

Adult education

•

Non-formal education

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Medical camps

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Mobile clinics

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Health training and awareness

•

Irrigation

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Check dam

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Land development

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Soil and water conservation

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Houses

•

Dams

•

Roads

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2.4 MANUFACTURING PROCESS

Cement (UltraTech 53 grade) + Stone (10 mm & 20 mm) + Sand (River sand & Crushed sand) + Water + Fly ash (Dirk india P- 60) + Admixture (Sika 610 VT)

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Photo – UltraTech Concrete plant.

Cement:UltraTech Concrete plants use fresh cement directly procured from the state-of-the-art cement plants mainly through cement bulkers, which in turn is pumped directly into UltraTech Concrete silos, thus protecting it from the external environment and humidity. Dry powder that reacts chemically with water to bind the particles of aggregate, forming concrete. Portland cement is typically used in concrete production.

Coarse Aggregates:UltraTech Concrete directly sources the aggregates from selected and approved suppliers and these aggregates are tested as per IS stipulations at regular intervals for: • Shape, size and gradation (elongation/flakiness test) of stone. • Impact value and crushing value test for their strength.

Fine Aggregates:UltraTech Concrete directly purchases sand from selected and approved suppliers. The sand is tested as per IS stipulations at regular intervals for: • Moisture content, Gradation for fineness modulus, Silt content

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Water:UltraTech Concrete tests the quality of water as per BIS standards at frequent intervals and in case the water needs any treatment, water purifiers are used.

Mineral Admixtures:In UltraTech Concrete plants, mineral admixtures are obtained from proven sources conforming to relevant BIS standards. High-tech facilities are used for collection, transportation and storage to avoid contamination due to environment and any other source.

Fly ash:Fly ash is a by-product from coal-fired electricity generating power plants. The coal used in these power plants is mainly composed of combustible elements such as carbon, hydrogen and oxygen, and non-combustible impurities (10 to 40%) usually present in the form of clay, shale, quartz, feldspar and limestone. As the coal travels through the high-temperature zone in the furnace, the combustible elements of the coal are burnt off, whereas the mineral impurities of the coal fuse and chemically recombine to produce various crystalline phases of the molten ash. The molten ash is entrained in the flue gas and cools rapidly, when leaving the combustion zone, into spherical, glassy particles. Most of these particles fly out with the flue gas stream and are therefore called fly ash. The fly ash is then collected in electrostatic precipitators or bag houses and the fineness of the fly ash can be controlled by how and where the particles are collected.

Chemical Admixtures:In UltraTech Concrete plants, high quality admixtures are used in concrete during mixing to improve certain properties of fresh concrete such as workability and setting time. The admixture is sourced from reputed companies and is tested for compatibility with cement before use. In UltraTech Concrete, workability is properly controlled through scientific methods by appropriate dosing of admixtures. Workability is measured (and recorded) for every batch to facilitate efficient transportation and pumping.

Batching and Mixing:UltraTech Concrete is proportioned using computer aided scientific methods conforming to relevant standards. Mixing is done through high efficiency pan mixers or twin shaft vibro-

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mixers in fully automated mixing and batching plant leaving no scope for human error. These measures ensure consistent quality in every batch. Cement & Flyash are stored in airtight container called as “Silos”. The required quantity of cement & flyash is extracted by the silos. There are two cement silos and one silo of flyash. The capacity of cement silo is 2 x 130 tons = 260 tons Cement and Flyash are fed to holding hopper with the help of a screw conveyer. A heavy duty cement screw conveyor is fixed in inclined position to convey the cement from Manual Feeding Hopper to Cement Hopper. A suitable drive unit is also provided to drive the screw The screw conveyor body and the screw is manufactured from heavy duty ‘C’ class pipe and the flutes are fabricated from 5mm plate. Running clearances provided between body and flutes for smooth running. The screw is supported on both ends by bearing and at center by hanger bearing having renewable hard bush. These bearing can be adjusted with setting nuts so as to have proper alignment. The screw conveyor is provided with suitable vertical supports. One inlet connection is provided at the bottom end where manual-feeding hopper is connection & one discharge connection at the top from where the cement is discharged to cement weighing hopper. Flexible joint is provided between discharge connection & cement weighing hopper. Two cleaning pockets, one in the middle and another at the bottom side are also provided for emergency removal of cement from the conveyor. HANDLING AND MAINTENANCE Plant and Machinery:UltraTech Concrete is manufactured at state-of-the-art computerized automatic batching & mixing plants with contemporary technology. Some of the special features of plants are:1. Entire process is fully computerized, leaving no scope for human errors. All the control systems are Windows based. 2. Cement and other raw material are checked as per our quality plan. 3. All the raw materials are stacked in separate bins and are stored under cover so that aggregates are not exposed to direct sunlight and environment pollution. 4. Cement, Fly ash, Slag etc. are stored in separate silos for better control on recipe. 5. Handling of fly ash and slag are done from closed bunkers to silos directly.

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6. Separate weigh-batchers are provided for each ingredient like cement, water,

admixtures and aggregates. The weighing is done on sophisticated electronic weigh batchers. 7. Homogeneous mixing of concrete is ensured by use of special high-efficiency mixers like pan-type or turbo-twin shaft mixers. 8. A fully equipped onsite plant laboratory is available at each plant. 9. A Sprinkler system is installed to control temperature of aggregates in hot weather.

10. In line with Group’s focus towards environment and eco-friendliness all silos are installed with bag filters and level indicators to avoid any kind of pollution. 11. Laser sensor and moisture control are used for a stringent quality assurance. 12. Well trained and experienced engineers are required at every plant to take care of the quality of concrete. Placing of Concrete:Concrete is pumped from the transit mixer to the location where it is being placed through concrete pumps with horizontal and vertical pipelines. The flexible hose pipe attached at the end of pipe line makes the pouring convenient at the point of placing, thus reducing shoveling / dragging and avoiding segregation. In UltraTech Concrete, qualified and experienced Application Engineers are exclusively dedicated to each pumping operation who provide advice regarding placing, compacting, finishing and curing of concrete. Application engineers provide following services:• Advice on correct alignment of shuttering and formwork before concreting operation starts. • Coordination for pumping operation and actual requirement of concrete. • Coordination with plant for requirement of number of Transit Mixers. • Checking the quality of concrete in terms of workability and feedback to plant for any rectification, if required. • Advice regarding maintaining correct thickness of slab, compaction, protection and curing. • Advice on precautionary measures during rainy season and for hot weather concreting. • Assistance in testing of concrete at site.

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2.5 TESTS CARRIED ON R.M.C All the ingredients used for preparation of the concrete, are thoroughly tested for their quality and physical properties in a well equipped laboratory attached to the plant for conformity to relevant Indian Standard Codes. The moisture probe determines the water content in the sand and aggregates. This accordingly helps in fixing the proportion of water to be added for the preparation of the mix. The sand being used is passed through the mechanized sieving system, before feeding for mixing. Trial mixes are carried out and tested to ensure that each and every batch of concrete coming out of the plant meets the parameters of client’s requirements The sand being used is passed through the mechanized sieving system, before feeding for mixing. TEST ON FINE AGGREGATES

1. Sieve Analysis 2.Specific Gravity 3.Bulk Density 4.Silt Test by Volume / Weight 5. Water Absorption 6. Sulphite / Chloride / Alkali Reactivity 7.Organic Impurities TEST ON COARSE AGGREGATES

1. Sieve Analysis 2. Specific Gravity 3. Aggregate Impact Value 4. Bulk Density (Loose / Rodded) 5. Water Absorption 6. Elongation Index 7. Abrassion Test 8. Crushing Test etc. TEST ON WATER

1. pH Value

2.Chloride

3. Sulphite

4.Nitrite

TEST ON FRESH CONCRETE

1. Workability

2. Temperature

TEST ON ADMIXTURES

1. Air entrained

2. Specific gravity

There are some other tests also which are carried out on hardened concrete for testing their strengths i.e compressive strength and flexure strength. TEST ON HARDENED CONCRETE 18

1. Compressive Strength

2. Flexure Strength

Cube filling/Demoulding- Cube filling is a technique of filling a cube of dimension 150mm X150mm X 150mm with Concrete. Cube is filled by concrete in three layers. After filling each layer we apply 35 strokes to the

concrete with the help of a 16mm

diameter rod to settle the concrete. Demoulding- is a technique of taking out the settled concrete out of the cube after 24hrs.Overall objective is to check the strength of the concrete grade wise. Curing- A Process of putting the demoulded cube into water for a period

of 7days and

28 days. Objective is to enhance the strength of concrete. Reports of it also send to the client.

2.6 PRODUCTS AND OFFERINGS

Classificatio Gra n Ordinary

Applications

de M10 PCC (Plain Cement Concrete) e.g. Levelling course, bedding for footing, concrete roads, etc. M15 PCC e.g. Levelling course, bedding for footing, concrete roads, etc. 19

M20 RCC (Reinforced Cement Concrete) e.g. Slabs, beams, columns, footings etc. M25 RCC (Reinforced Cement Concrete) e.g. Slabs, beams, columns, footings, etc. M30 RCC e.g. Slabs, beams, columns, footings, etc. M35 RCC e.g. Slabs, beams, columns, footings, etc. Standard

M40 RCC e.g. Pre-stressed concrete, slabs, beams, columns, footings, etc. M45 RCC e.g. Runways, Concrete Roads, Prestressed Concrete Girders, RCC Columns, Prestressed beams M50 RCC e.g. Runways, Concrete Roads (PQC), Prestressed Concrete Girders, RCC Columns, Prestressed beams M55 RCC e.g. Prestressed Concrete Girders and Piers M60 RCC work Where high compressive strength is required such as high

High Strength

-

rise buildings, long span bridges, ultra-thin white topping etc and

M80 constructions in aggressive environment e.g. Spillways of dams, coastal construction

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In addition to producing normal grade concrete ranging from M10 to M80, UltraTech produce customized special types of concrete for different applications.

Types of Special Concrete

Application

High Volume Fly Ash Concrete Mass concrete, raft foundations, roads, pavements etc. Silica fume concrete

All high strength concrete applications in extreme environmental exposure condition like marine structure etc.

GGBS, Slag based concrete

All underground RCC application requiring high chemical resistance and enhanced durability

Ternary blend concrete

All RCC application directly in contact with aggressive soil / chemicals in marine environment and in sewage / effluent treatment plants

Light weight concrete

Repair and rehabilitation work, for thermal insulation, light weight structural fill, and light weight pre - cast panel etc

Corrosion resistant concrete

All types of RCC applications in high water table area including work near coastal areas, water tanks, etc

Polymer concrete

Repair and rehabilitation work for floorings and buildings where high early strength is required

Self Compacting Concrete

Thin sections and elements with congested reinforcements. Recently IS 456 has also included SCC with specifications in its codal provision.

Coloured Concrete

For architectural and aesthetic use

Fibre-reinforced Concrete

For concrete with higher ductility and abrasion/erosion resistance

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Pervious Concrete

Concrete for parking areas, pavements, drive-ways to ensure drainage or rain-water harvesting

Water-proof Concrete

Terraces, basements, water contact structures

Temperature Controlled

Mass concrete, hot-weather concrete etc.

Concrete

2.7 MERITS AND DEMERITS OF R.M.C MERITS OF R.M.C:-

1. Better quality concrete is produced. 2. Elimination of storage space for basic materials at site. 3. Elimination of Procurement / Hiring of plant and machinery Wastage of basic materials is avoided. 4. Labour associated with production of concrete is eliminated. 5 Time required is greatly reduced. 6. Noise and dust pollution at site is reduced. 7. Organization at site is more streamlined. 8. No storage space required either for raw materials or for the mix. 9. Lower labour and supervisory cost. 10. No wastage at site and environment friendly. 11. Availability of concrete of any grade DEMERITS OF R. M. C:22

1. Need huge initial investment. 2. Not affordable for small projects (small quantity of concrete) 3. Needs effective transportation system from R.M.C to site. 4. Traffic jam or failure of vehicle creates problem if proper dose of retarder is not given. 5. Labours should be ready on site to cast the concrete in position to vibrate it and compact it.

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SCOPE OF R.M.C

Long, Long years ago, their where simple houses but in 21st century we can see houses constructed in R.C.C. Therefore concrete got more importance than any other construction material. So the use of concrete is increasing day by day. For construction most of the contractors and builders have to collect the raw materials required for the construction before starting actual works. These materials should be stored at the site properly. This technique can be possible when there will be more empty space at the construction site which is not possible in congested areas. At this time there is one solution to overcome all these problems that is nothing “READY MIX CONCRETE”. By using R.M.C we can save the time and money required for the labours. In following places ready mix concrete can be used: 23

1. Major concerting projects like dams, roads, bridges, tunnels, canals etc. 2. For concreting in congested areas where storage of materials is not possible. 3. Sites where intensity of traffic makes problems. 4. When supervisor and labor staff is less. 5. To reduce the time required for construction etc. 6. Huge industrial and residential projects.

III. MARKETING PROCESS 1.

Generating Enquiry- The first and foremost work of a marketing person is to generate enquiry for the orders. Methods of Enquiry Generation a) Cold Calling b) Reference Calling c) Customer Relationship d) Advertisement Enquiry is generated to get the orders from the client. 24

1.

Quotation- It is the document which is issued by the manufacturer to the customer which includes the grade and rate of the Concrete supplied. Contents of Quotation a) Quotation number:- A unique number for every Quotation used basically as a reference. b) Grades of Concrete. c) Rate of the concrete. d) Important terms and condition for order supply.

1.

Purchase Order- Purchase order is the document given by the customer as a request to supply the material. Contents of Purchase Order (PO) a) P.O number:- A unique number for every P.O used basically as a reference b) Grades of Concrete c) Rate of the concrete d) Terms and condition for order supply.

4. Delivery Order- Once the purchase order is released by the customer, delivery order is prepared at the plant which indicates the grade of concrete to be supplied to the customer the rate of the concrete including VAT and pump charges. It is basically used for internal communication. Contents of Delivery Order (D.O) a) Name of the Customer b) Site Address. c) Grade of the Concrete. d) Rate including VAT and pumping charges. e) Payment terms. f) Billing Cycle. Etc.

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5.

Bill Generation & Delivery- Once the order is supplied the bill is generated by the accounts department and is delivered to the customer as per instruction mentioned in D.O i.e. either directly to the customer or to the Sales Promoter. Bill delivery can be either hand delivery or through courier.

6. Reconciliation- Reconciliation is done jointly by the concerned marketing officer and the accounts people if there is a difference between the bill amount and the payment given by the customer.

7. Payment follow-up- Once the material is supplied and bill is generated it’s the prime duty of every marketing person to make a follow-up for the payment so as the payment should not go in critical.

8. Credit Control- The marketing person should also control the credit so that payment recovery should not become a problem. The material should be supplied against advance payment, bank guarantee, guarantee from the sales promoter or against the credibility of the customer. In this way the whole marketing process of UltraTech Concrete is done.

3.1 SWOT Analysis

STRENGTH

a) b) c) d)

WEAKNESS

Strong Corporate Image Satisfied Workforce Sound Financial Position Quality concrete

a) Concrete advertisements not effective b) Late delivery of TM

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OPPORTUNITY

THREAT

a) Boom in Construction Industry b) Demand of Ready Mix Concrete is Increasing c) Rising household income

a) Tough Local Competitors in the Market b) Market is Very Dynamic

3.2 Porter’s Five Forces Model

A business has to understand the dynamics of its industries and markets in order to compete effectively in the marketplace. Porter (1980a) defined the forces which drive competition, contending that the competitive environment is created by the interaction of five different forces acting on a business. In addition to rivalry among existing firms and the threat of new entrants into the market, there are also the forces of supplier power, the power of the buyers, and the threat of substitute 27

products or services. Porter suggested that the intensity of competition is determined by the relative strengths of these forces. Main Aspects of Porter’s Five Forces Analysis The original competitive forces model, as proposed by Porter, identified five forces which would impact on an organization’s behaviour in a competitive market. These include the following: • The rivalry between existing sellers in the market. • The power exerted by the customers in the market. • The impact of the suppliers on the sellers. • The potential threat of new sellers entering the market. • The threat of substitute products becoming available in the market. Understanding the nature of each of these forces gives organizations the necessary insights to enable them to formulate the appropriate strategies to be successful in their market (Thurlby, 1998).

Force 1: The Degree of Rivalry The intensity of rivalry, which is the most obvious of the five forces in an industry, helps determine the extent to which the value created by an industry will be dissipated through head-to-head competition. The most valuable contribution of Porter's “five forces” framework in this issue may be its suggestion that rivalry, while important, is only one of several forces that determine industry attractiveness. The major competitors of Ultra Tech Concrete are Lafarge, ACC, RMC, Godrej

and many local players. These players are giving tough competition to Ultra Tech Concrete. To increase the market share Ultra Tech Concrete needs to work on quality and availability which is a major factors for dissatisfaction of customers. Force 2: The Threat of Entry Both potential and existing competitors influence average industry profitability. The threat of new entrants is usually based on the market entry barriers. They can take diverse forms and are used to prevent an influx of firms into an industry whenever profits, adjusted for the cost of capital, rise above zero. In contrast, entry barriers exist whenever it is difficult or not economically feasible for an outsider to replicate the incumbents’ position (Porter, 1980b; Sanderson, 1998) The most common forms of entry barriers, except intrinsic physical or legal obstacles, are as follows: • Economies of scale: for example, benefits associated with bulk purchasing;

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• Cost of entry: for example, investment into technology; • Distribution channels: for example, ease of access for competitors; • Cost advantages not related to the size of the company: for example, contacts and expertise; • Government legislations: for example, introduction of new laws might weaken company’s competitive position; • Differentiation: for example, certain brand that cannot be copied Force 3: The Threat of Substitutes The threat that substitute products pose to an industry's profitability depends on the relative price-toperformance ratios of the different types of products or services to which customers can turn to satisfy the same basic need. The threat of substitution is also affected by switching costs – that is, the costs in areas such as retraining, retooling and redesigning that are incurred when a customer switches to a different type of product or service. In case of RMC site mix is their substitute. Force 4: Buyer Power Buyer power is one of the two horizontal forces that influence the appropriation of the value created by an industry (refer to the diagram). The most important determinants of buyer power are the size and the concentration of customers. Other factors are the extent to which the buyers are informed and the concentration or differentiation of the competitors. Kippenberger (1998) states that it is often useful to distinguish potential buyer power from the buyer's willingness or incentive to use that power, willingness that derives mainly from the “risk of failure” associated with a product's use. •This force is relatively high where there a few, large players in the market, as it is the case UltraTech, Lafarge, L&T etc. Force 5: Supplier Power Supplier power is a mirror image of the buyer power. As a result, the analysis of supplier power typically focuses first on the relative size and concentration of suppliers relative to industry participants and second on the degree of differentiation in the inputs supplied. The ability to charge customers different prices in line with differences in the value created for each of those buyers usually indicates that the market is characterized by high supplier power and at the same time by low buyer power. Bargaining power of suppliers exists in the following situations: • Where the switching costs are high (switching from one Internet provider to another);

29

• High power of brands (McDonalds, British Airways, Tesco); • Possibility of forward integration of suppliers (UltraTech concrete from UltraTech cement );

The nature of competition in an industry is strongly affected by suggested five forces. The stronger the power of buyers and suppliers, and the stronger the threats of entry and substitution, the more intense competition is likely to be within the industry. However, these five factors are not the only ones that determine how firms in an industry will compete – the structure of the industry itself may play an important role. Indeed, the whole five-forces framework is based on an economic theory know as the “Structure-Conduct-Performance” (SCP) model: the structure of an industry determines organizations’ competitive behaviour (conduct), which in turn determines their profitability (performance). In concentrated industries, according to this model, organizations would be expected to compete less fiercely, and make higher profits, than in fragmented ones. However, as Haberberg and Rieple (2001) state, the histories and cultures of the firms in the industry also play a very important role in shaping competitive behaviour, and the predictions of the SCP model need to be modified accordingly.

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Need of the Project The project was needed to be carried because:-

➢ UltraTech concrete wants to set up a plant in western suburb of Mumbai mainly at andheri or goregoan. ➢ Some of big clients are facing problems.

➢ The Market research in this region was not done from a very long time.

➢ UltraTech Concrete main competitor (Lafarge) is growing at a higher rate than them .

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IV. RESEARCH OBJECTIVE 1. Understand major factors in selecting any rmc brand. (Under which the major factors are price, quality, timeliness, responsiveness, reliability, ability to make last minute change in order, paper work etc.) 2. Exploring market potential of Mumbai mainly of western suburbs. (Mainly of Andheri, JVPD, Goregoan, Jogeshwari suburbs) 3. Understand the brand experience among rmc consumers. (Brand experience of consumer toward different rmc players like UltraTech, Lafarge, ACC, RMC, Godrej and other local players and ranking of different rmc players) 4. Satisfaction level of consumer with UltraTech. (product/service) (Regarding product quality, price, service, paper work, ordering process etc.)

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V. RESEARCH METHODOLOGY 5.1 Instrument Developments

The questionnaire was developed with the consultation of officers (Marketing) keeping in view of their needs, which should be fulfilled from the questionnaire. The questionnaire was to be developed for site engineers, project managers, site in charge of various under constructing projects in Mumbai. The best suited questionnaire for the Market survey was selected with in duration of 8 days. The questionnaire contains: Various brand experience. Ranking of different RMC brands. Ranking of various attributes in selection of any RMC brand. Satisfaction level of customers in relation with product/service. Decision maker for selection of any RMC brand. Rating of marketing team on various aspects. Chances of recommendation. The Questionnaire contained different types of Question formats like open ended Questions for explanation of their problems and suggestions and close ended questions for identify the satisfaction level among consumers (clients). Various scaling techniques are also used to understand the extant of satisfaction, rating and ranking.

5.2 Research measures Target Population: was under constructing projects in Mumbai. Sample Size: Sample size was 60 site engineers and project managers of under constructing projects in Mumbai.The Sample size was decided by the company sales and marketing head.

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Sampling Method was selected as convenient sampling method for site engineers and project managers of various under constructing projects in Mumbai. Questionnaire was the best method to be chosen as survey Sampling method because it gave the insights of the problems faced by the company more accurately than choosing any other method.

5.3 Research Design Research began with the Exploratory research, analyzing available secondary data, conducting in-depth interview one-on-one interview. Through exploratory research i tried to get the in depth knowledge of the market and industry. Then descriptive research was only done on client through survey method to understand their expectation and perception about different brand of rmc. Primary Research was done by questionnaire method meeting site engineers and project managers of under constructing projects individually and asking them for their satisfaction level. Secondary Research was done through internet journal, magazines, marketing officers etc Strength of the design: It was an elaborative design which gave the survey a clear base to know more deeply all the measures needed. Questionnaire contained several important questions which focused on company needs which were answered correctly by the respondents. Weakness of the design: The design being Questionnaire was slightly lengthy which took a lot of time asking it to be fulfilled.

5.4 Data Collection The Survey was done in Mumbai covering areas like andheri, bandra, santacruse, goregoan, borivalli, colaba, bhandup, nahur, BKC, sewree, lower parel, mulund, kanjur marg etc. data was collected by questionnaire, informal interview, secondary data, observation. The survey was carried out by visiting the under constructing projects individually and asking them to fill the questionnaire. Data collected through questionnaire is broadly classified into two parts a.) Data of UltraTech clients.

b.) Data of competitors clients.

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5.5 Data Analysis Data analysis was done by:➢ Getting proper data at the time of fulfillment of data ➢ Asking for important data if they didn’t want to fill the Questionnaire or reply. ➢ Getting responses filled on Excel sheet. ➢ Analyzing by each relevant data needed. ➢

Using models like SPSS derived Results

5.6 Limitations ➢ Few respondents responses may not be accurate as they didn’t take the survey seriously.

➢ More authority like company card should be given to the visiting personal like me giving them a sense of responsive behavior from site engineers and project managers. ➢ The project duration was limited only for three months.

➢ Environmental constraint (rainy seasion).

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5.7 Activity plan

Commissioning of the project

Preparation of the questionnaire

Preparation for the field work

Designing data collection method

Data collection and gathering

Data segregation and analysis

Project finding 36

Report preparation and submission

VI. FINDINGS ➢ Major Attributes in selecting RMC Attributes / Rank 1st

Price

Quality

Timeliness

Respons -iveness

order change facility

Reliability

17.50%

62.50%

20%

0%

0%

0%

2nd

25%

25%

42.50%

2.50%

2.50%

3rd

35%

12.50%

32.50%

10%

10%

4th

17.50%

0%

2.50%

20%

42.50%

17.50%

5th

2.50%

0%

2.50%

37.50%

35%

22.50%

6th

2.50%

0%

0%

30%

10%

57.50%

2.50% 0%

According to the research Majority of the respondent ( 62.5%) think that quality is the first attribute and timeliness, price, reliability, responsiveness, order change facility respectively are the next various attributes they consider in selecting any brand of ready mix concrete. Quality is the main concern of builders in metro cities because of high rise buildings, long span bridges etc.

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➢ Brand Experienced

80% of the respondents experienced local brands (Chirag, Nivibia, Creative, Prima etc.) but along with that they are also using branded concrete. There are significant number of respondents that are using UltraTech concrete (70%) and lafarge (50%).

 Experience of three major brands of Mumbai:-

Out of the total respondents, 30% experienced only UltraTech Concrete and only 10%, 7.5% experienced Lafarge and RMC respectively that means they are significantly satisfied with UltraTech concrete. So, in Mumbai there is a competition between UltraTech and Lafarge for increase their customer base.

➢ Ranking of RMC Brands

According to the research 40% of the respondent replied that UltraTech is number one band in Mumbai. 22.5% of the respondent replied that Lafarge is number one band in Mumbai. 12.5% of the respondent replied that ACC, RMC and Godrej is number one band in Mumbai.

So, from the brand experience and brand ranking survey the research indicated that UltraTech is most preferred brand in Mumbai and Lafarge is the immediate

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competitor. So UltraTech have to develop some competitive advantage that differentiates it from other players.

➢ Decision maker for purchase of any Brand of RMC

According to the research There are many persons which involves in taking decision for selection of any RMC brand. Major decision makers for purchase of any brand of RMC are project managers and owner of the project, which is supported by 82% of respondents. But in some cases there are some other persons also which takes decision for the purchase of RMC are site engineer, contracting officer etc. So quotation should be send to all major builders of the city & make contract with giant construction companies which will help in increasing market share.

➢

Ordering process of ultraTech is superior

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According to the research Most of respondents (67.86%) think that the ordering process of UltraTech is better as compare to other players or competitors because UltraTech marketing team takes an order through mobile message and then call the client for informing them about order confirmation and remaining 32.14% of respondents think that other companies ordering process is better than UltraTech.

➢

Major aspects related with ordering process

These are the major aspects related with ordering process.

According to the research Out of five aspects related with ordering process Ultratech is best in customer dealing, followed by accuracy of processing and last moment change of in order. They have to give special heed towards follow up calls and speed of processing. As graph is showing dissatisfaction of about 21.4 % in calls follow up and 10.7% dissatisfaction in speed of processing.

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All above aspects are very important with respect to customer satisfaction and also in capturing substantial market share. Ultratech should reduce the gaps in all respects and as a result performance in front of the customers will increase.

On time delivery

➢

According to the research About half (50%) of respondents get their order on time and 28.6% of respondents are agree with that they get their order on demanded time majority of the time. That means majority of the customer (78.6%) are satisfied with delivery service of UltraTech and 21.4% of customers are not satisfied with UltraTech delivery service. There are various reasons for late delivery of transit mixer that are high traffic flow in Mumbai, congested site location, no entry problem of heavy vehicle, unknown site location for driver, plant break down etc.

➢

Rating of Marketing team

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According to the research Most of respondents are very satisfied with the marketing team of UltraTech in all aspects except in problem handling aspect. About 17.85% of respondents feels that problem handling aspect of marketing team is not up to the mark i.e below standard. Some of the respondent (client) respond that during problem time whenever they call to marketing persons they do not respond to phone calls or may make blame excuses. so my suggestion to UltraTech is that there should be a customer service centre for complaint registration and a team would be there which will work on registered complaints.

➢

Satisfaction Level related with product

According to the research Majority of respondents are satisfied with the product offered by UltraTech in all aspects like price, quality and reliability but there are few clients or respondents (3.57%) of the sample that are very dissatisfied with quality and price of UltraTech concrete. As quality is the main concern of builders in metro cities (high rise buildings, long span bridges etc.) so UltraTech should give extra attention towards quality and price which will help them to attracts new customers as well as to retain older customers and ultimately helps in enhancing maket share.

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➢

Satisfaction level related with services

According to the research The paper work is quite hassle free for the customers. Customers are finding it very easy to deal with UltraTech in terms of paper work as all the respondents (100%) are satisfied with paper work of the company About 36% of the respondents are not satisfied with problem handling, 32% are dissatisfied with overall services, and 21% are dissatisfied with the responsiveness. UltraTech should give extra attention towards all above measures as some where it is lacking in providing above important services to the substantial customers and it may cost it by losing substantial market share. Any of its competitors can take this as an opportunity and may capture its market share.

➢

Satisfaction related with Pumping arrangement

According to the research

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If we merge the percentage of very good, good and fair respondents then we come to conclusion that 71.43% of respondents are satisfied with the pumping arrangement of UltraTech concrete. Only 3.57% of respondents are dissatisfied with the pumping arrangement done by UltraTech because the company have very few pumps of their own and they arrange pumps for their clients from various pump owners and one fourth (25%) of the respondents are using their own pump.

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➢

Satisfaction related with Billing Process

According to the research Majority of respondents (71.43%) are satisfied with the billing process of the company they thought that the company regularly updating them about bill details, bill dues, last date of bill submission etc. and 17.86% of respondents think that these billing updates could have been more faster. Very few respondents think that the UltraTech concrete has very poor data management of their customers.

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➢ Recommendation Chances

According to the research Most of the clients of UltraTech concrete are satisfied with the products related aspects but significant number of clients are not satisfied with services of the company. 57.1% of respondents are very satisfied with UltraTech in terms of product and services that’s why they would like to recommend UltraTech to others. 32.2% of respondents are either satisfied with product or with service so they would fairly like to recommend UltraTech to others. Only 10.7% of respondents are not satisfied neither with product nor with services of UltraTech so they would never like to recommend UltraTech to others. So, UltraTech concrete have to work over their delivery process of TM which will help them to gain market share.

VII. OBSERVATIONS These are some observations based on customer perception, belief and thinking: 1. Majority of the customer are satisfied with the quality but not with the service. 2. Ordering process is very easy (mobile messaging) along with that paper work of UltraTech

is very comfortable for customers than other competitors.

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3. Majority of the company people did not stick to their commitment regarding delivery of

TM. 4. Company takes more order then their plant actual production. 5. Small orders are not consider. 6. No proper attention towards customer problems. 7. Proper coordination is lacking between marketing team & planning team.

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VIII. Strategy to enhance market share of UltraTech 1. In western suburbs of Mumbai one more plant should be set up because there is only

one plant of UltraTech in Goregoan that is majorly dedicated and there is huge demand of ready mix concrete in this region because of congested site location and sound infrastructure growth. ➢ From the exploratory research it was find out that,

Potential of Andheri & JVPD = 1064752.057 CuM Proposed potential of Andhei, goregoan and jogeshwari = 149816.48 CuM so,

Total potential = 1214568.537 CuM

Assumptions:Let the market share of UltraTech = 25% So, the potential share by Ultra Tech = 1214568.537 CuM/4 Or 303642.134 CuM On an average plant supplies 350 CuM daily Then, total days require to satisfy that demand = 303642.13 CuM/350 = 867.55 days or 2.38 year.

Financial analysis:Plant setup cost = 2 crore Contribution per CuM = Rs 250 Break even qty. = plant setup cost/contribution B.E.Q

= 20000000/250 or 80,000 CuM

So, break even time = B.E.Q/avg. production per day B.E.T

so ,

= 80,000/350 or 228.57 days or 0.626 year

Plant can be set up at western suburb.

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1. UltraTech have to improve its plants efficiency.

Proper track for TM- Many times it happens that TM generally takes a lot of time to adjust below the loading point of concrete. Thus, there can be a proper track for TM at the point of loading. When TM gets on the track it would get stop at the point of loading by the stopper which would be just below the point of loading. Regular maintenance of plant- There should regular maintenance of plant on weekly basis so that plant can be maintained and used for longer period continuously. 2. The company may go with collaboration with some steel and iron companies and then offers combo pack of iron rod + concrete, which will attracts big builders and finally helps UltraTech in building market base. 3. There should be some points given to marketing team for their promotion with respect

to customer satisfaction & customer retention because there is only one way to increase customer base is to retain the old customer along with attracting some new customers. 4.

“Construcard” should be given to the loyal customer.(just like credit card) eg. UltraTech should give some special cards to their loyal clients on which clients gets one point on purchase of one cubic meter concrete and after accumulation of five hundred point the client will get free one TM full of concrete i.e 5.5 cubic meter.

5. The company should go with collaboration with the big company like Tata housing to

which it provides cement and concrete for their construction project at concessional price in return Tata provide it its facilities of product (like truck and equipment ) at special price .It will be beneficial for both party. 6. There should be a customer service centre for complaint registration i.e a toll free

number can be make available to clients for complaint registration regarding services provided to them. There should have an option of complaining or appreciating services as well as personnel of a company. They can also recommend personnel who are a representative of a company for other clients or for their own other sites in case they are very satisfy with the person. This will help in increasing the brand image and market share of UltraTech Concrete. 49

7. Quotation should be send to all major builders of the city & make contract with giant construction companies.

IX. CONCLUSION The Ready mix concrete business in India is in its infancy stage. In developed countries, nearly 70 per cent of cement consumption is in the form of ready mix concrete but in India, ready mix concrete accounts for less than 5 per cent. The growth of RMC is predominantly driven by demand from the metro cities. RMC is particularly useful when the building activity is located in congested sites where little space is available for siting the mixer and for stock piling of aggregates It can be concluded from the project research that UltraTech concrete is lacking in its services. It was analyzed that its customers are satisfied with the quality but not that satisfied with the services. Though ordering was easy, it was not backed by a good delivery process. Lafarge is the immediate competitors of UltraTech so the company has to develop some strategies to differentiate their products and services in a better way. Also, in today’s competitive era where loyalties shift dramatically, it should focus more on solving customer problems and small orders should also be considered. After studying the market potential of western suburbs of Mumbai, it was found out that one more plant can be set up in Andheri or Goregaon to cater to growing demand of RMC.

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X. REFERENCES Cafferky Michael E., (2005) “The Porter Five-forces Industry Analysis Framework For Religious Nonprofits: A conceptual analysis”, Collegedale, TN Kothari,C.R, Research Methodology, New Age International (P) Ltd.,2008 Orges Ormanidhi, Omer Stringa, “Porter's Model of Generic Competitive

Strategies”, Business Economics. Washington:Vol. 43, Iss. 3; pg. 55, 10 pgs Swaan Arons H. de, Waalewijn Philip, “A Knowledge Base Representing Porter's Five Forces Model”, The Netherlands

WEBSITES  http://www.ultratechconcrete.com/concrete_overview.html

 www.skyscrapercity.com/showthread.php?t=360628  www.mmrdamumbai.org/projects_mutp.htm  www.magicbricks.com/property/.../_Mumbai-builder.html  www.indiamarks.com/guide/...Projects-in-the...Mumbai/50  wikimapia.org/.../Grasim-Industries-LTD-Ultra-Tech-Concrete-RMC

 www.rmcmaindia.org/members.html  http://en.wikipedia.org/wiki/Ready-mix_concrete  www.encyclopedia.com/doc/1G1-176903938.html  http://www.bharatbook.com/businessreports/Indian concrete.htm  http://www.gifted.uconn.edu/siegle/research/instrument%20Reliability%20and %Validity/likert.html

PERSONAL REFERENCES ➢ Mr. Neeraj tripathi (sales & marketing head, Mumbai) 51

➢ Mr. Mittul shah (operation head, Mumbai) ➢ Mr. Ashwani tripathi (Senior Marketing Officer) ➢ Mr. Amrendra (Marketing Officers)

ANNEXURE ➢

Pilot study Dear Sir, I am doing my project on ‘Market Potential of Mumbai city and strategy to enhance Market Share for any RMC Player’. So, request you to facilitate me by fill out the following questionnaire. Firm Name:

Site Location:

Name and Designation: (Of person filling the survey) Phone Number and Email ID: Please indicate your primary role in your organization/department as it relates to our Ready Mix Concrete Supply: (Check the appropriate box) Project Manger/Project In charge  Site Engineer/Manager  Procurement and Contracting Officer  other; please specify_________________

1. Name of Ready Mix Concrete Brands you have experienced? (a) UltraTech

(B) Lafarge

(c) ACC

(d) RMC 52

(e) Others

2. Mention the factor that influences you to purchase Ready mix concrete as you have experienced in the scale of 1 to 5 (5 being the highest and 1 being the lowest). UltraTech ACC

Lafarge

RMC

Others

Factors Price Quality Service Reliability Paper work (challans, bills) Handling of problems

3. Please rate your overall satisfaction level with UltraTech Concrete considering all your experience with us? (a) Very Satisfied (c) neither Satisfied nor Dissatisfied

(B) Somewhat Satisfied (d) Somewhat Dissatisfied

(e) Very Dissatisfied 4. Why do you say that? What specifically are you satisfied or dissatisfied with UltraTech Concrete? (You can list multiple reasons)

5. How likely are you to repurchase products and services from UltraTech Concrete? Would you say the chances are… (a) Excellent

(b) Very Good

(c) Good

(d) Fair

(e)Poor 53

6. How likely are you to recommend UltraTech Concrete to others? Would you say the chances are… (a) Excellent

(b) Very Good

(c) Good

(d) Fair

(e)Poor 7. Please rate your satisfaction level with UltraTech Concrete on the following aspect:

Aspects

Very

Somewhat

Neither Satisfied

Somewhat

Very

Satisfied

Satisfied

nor Dissatisfied

Dissatisfied Dissatisfied

Price Quality Timeliness Reliability Responsiveness

8. Your deliveries are on time for: (a) All

(b) Majority

(c) Some

(d) None

9. Please rate the following aspects of order processing at UltraTech Concrete: Aspects

Excellent

Good

Customer Reception/dealing Speed of processing

54

Satisfactory Substandard Very poor

Updating the customer/ follow up calls Accuracy of processing Ability to make changes in order

10. Compared to other RMC companies, UltraTech Concrete ordering process is better: (a) True

(b) False

Why you think so? 11. How do you rate our marketing/sales representative in the following criteria? Criteria

Excellent

Good

Satisfactory

Substandard

Very poor

Assisting you with the order(s) Handling of problems RMCknowledge Overall attitude

12. How do you rate our plant level customer service in the following criteria? Excellent

Good

Satisfactory

Professionalism of 55

Substandard

Very poor

dispatcher Ability to make changes in order Communication between plant and central order taking Ease of placing order at plant level Overall attitude of dispatcher Attitude of TM drivers

Quality of paper work related to challans, bills etc. Pump Operator knowledge/attitude Site supervisor helpfulness/support QC person attitude

13. Please rate you satisfaction level with the concrete pumping arrangement? (a) Excellent

(b) Very Good

(c) Good

(d) Fair

(e)Poor 14. What specifically are you satisfied or dissatisfied with UltraTech Concrete pumping arrangement? (You can list multiple reasons)

56

15. Are you satisfied the way your billing processes are handled at UltraTech Concrete? (a)They are updated on regular basis on due promptness (b)Updates could have been faster (c)Payments are not recorded in due time (d)Very poor data management (e)Other (please specify) ____________________________ 16. Please rate the IMPORTANCE of each of the following product/services attribute provided by UltraTech Concrete: Very Important

Important

Neutral

Not so Important

Price Timeliness Quality Reliability Responsiveness Ability to make last minute changes in order Reliability

17. Any other comments, suggestion you can think of which will help us improve our services and quality to UltraTech Concrete customer in future? 57

Thank you for making the time to fill out our survey. We appreciate it. ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐

➢ Final questionnaire Dear Sir, I am doing a project on ‘Market Potential of Mumbai city and strategy to enhance Market Share. So, i request you to facilitate me by fill out the following questionnaire. Firm Name:

Site Location:

Name and Designation: (Of person filling the survey)

Phone Number and Email ID:

Please indicate your primary role in your organization/department as it relates to our Ready Mix Concrete Supply: (Check the appropriate box) Project Manger/Project In charge  Site Engineer/Manager  Procurement and Contracting Officer  other; please specify_________________

1. Name of Ready Mix Concrete Brands you have used? (a) UltraTech

(B) Lafarge

(c) ACC

(d) RMC

(e) Others58

2. Mention the factor that influences you to purchase Ready mix concrete as you have experienced in the scale of 1 to 5 (5 being the highest and 1 being the lowest). Factors

UltraTech

ACC

Lafarge

RMC

Others

Price Quality Service Reliability Paper work (challans, bills etc) Handling of problems 3. Rank the following RMC brands? (a) UltraTech

……………..

(B) Lafarge

……………..

(c) ACC

……………..

(d) RMC

……………..

(e) Godrej

………………

(f) others

………………

4. Please rate your satisfaction level with UltraTech Concrete on the following aspect: Aspects

Very Satisfied

Somewhat Satisfied

Neither Satisfied nor Dissatisfied

Price

59

Somewhat Dissatisfied

Very Dissatisfied

Quality Timeliness Reliability Responsiveness

5. How likely are you to recommend UltraTech Concrete to others? Would you say the chances are (a) Excellent

(b) Very Good

(c) Good

(d) Fair

(e)Poor 6. Your deliveries are on time for: (a) All

(b) Majority

(c) Some

(d) None

7. Please rate the following aspects of order processing at UltraTech Concrete: Excellent

Good

Satisfactory

Substandard

Very poor

Customer Reception/dealing Speed of processing Updating the customer/ follow up calls Accuracy of processing Ability to make changes in order

8. Compared to other RMC companies, UltraTech Concrete ordering process is better: 60

(a) True

(b) False

Why you think so?

9. How do you rate our marketing/sales representative in the following criteria? Excellent

Good

Satisfactory

Substandard

Very poor

Assisting you with the order(s) Handling of problems RMC and market knowledge Overall attitude

10. Are you satisfied the way your billing processes are handled at UltraTech Concrete? (a)They are updated on regular basis on due promptness (b)Updates could have been faster (c)Payments are not recorded in due time (d)Very poor data management (e)Other (please specify) ____________________________ 11. Please rate you satisfaction level with the concrete pumping arrangement? (a) Excellent

(b) Very Good

(c) Good

(d) Fair

(e)Poor

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12. What specifically are you satisfied or dissatisfied with UltraTech Concrete pumping arrangement? (You can list multiple reasons)

13. Rank the following attributes from 1 to 6 in selecting any RMC?

Attributes

Rank

Price Quality Timeliness Responsiveness Reliability Ability to make last minute change in order

14. Any other comments, suggestion you can think of which will help us improve our services and quality to UltraTech Concrete customer in future?

62

Thank you….

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