customer satisfaction study for the drivers of sodium salphet at grasim industries ltd. by gaurav...
TRANSCRIPT
TABLE OF CONTENTS
S.No
TOPIC PAGE No.
1. INTRODUCTION 1-2
2. COMPANY PROFILE 3-4
3. PRODUCT PROFILE 5-8
4. OBJECTIVES OF THE STUDY 9-13
5. RESEARCH METHODOLOGY 14
6. CUSTOMER SATISFACTION SURVEY
15-18
7. OBSERVATIONS & FINDINGS 19-35
8. CONCLUSIONS & SUGGESTIONS 36-39
9. ANNEXURES 40-44
Phrase On Birla Cellulose
Marketing is a very big weapon what we think we make it happens.
Regarding our policies we are pious there is no any personal bias. Never
cheats, never fraud as customers are like a god. With all necessary
checks and test Grasim would provide you the best. The best we choose
opportunities we never loose. We make the things, which you would
suppose with best regards Birla cellulose.
Written & presented by
Gaurav-soral
A
Project Report On
Customer Satisfaction Study For The Drivers Of Sodium
Sulphate
With Special Reference To
Grasim Industries Limited, Baroda
Submitted To
Vishwakarma Institute Of Management, Pune
In Partial Fulfillment Of The Requirement
For The Award Of Degree Of
Master Of Business Administration
By
Gaurav-Soral
(2004-06)
Under The Guidance Of
Mrs. Smita Sovani
(Professor, VIM)
ACKNOWLEDGEMENT
I take the occasion to thank Grasim Industries Limited
for giving me the opportunity to
work on this project, which has immensely helped in gaining & developing my knowledge &
experience. I would like to thank my institute VIM as well as Director sir Dr. Sharad L Joshi
to provide me such a wonderful opportunity.
I especially thank my project guide Mrs. Smita Sovani (professor, VIM) for her valuable
guidance, co-operation & encouragement throughout the project.
I am also Grateful to Mr. Shriniwas pandey (Senior head marketing) and Mr. Poddar (Vice-
President) for providing their valuable thoughts and inputs throughout the project & kindly
accepting the suggestions & recommendations given by me.
I will always remain indebted to my family for their constant moral support & advice, which has
helped me in every way of life.
Lastly I would like to specially thank the subordinates & their superiors for their co-operation
and also would like to thank to all the respondents of the survey, members of the faculty & all
my other fellow summer trainees for their co-operation & co-ordination in the project along with
me.
Place-Baroda
Gaurav-Soral
Executive Summary
Almost a hindered years ago, the world discovered a chemical named glauber s salt which is
later made anhydrous & called Sodium sulphate.
Demand for this versatile chemical has increasingly steadily over the years, largely because of its
inherently superior characteristics as well as for the advantage of economy that it offers. At
Grasim through continuous research & development, has increased the quality of the chemical to
the highest level.
Industries are aware that it can rely on Grasim for its full requirement of sodium sulphate.
Grasim industries limited is one of the India s leading companies spread vastly throughout the
whole world present study has been conducted to check out the satisfaction level of the
customers.
The objective of the project was to survey the facilities provided by Grasim industries limited.
Further, to find out the customer satisfaction level based on various parameters for the study
conducted by Grasim industries limited. This will help the company to meet the needs of the
customer and improve their own standards. The analysis for the study, which in terms of
improvements help the company to be up to the mark of customer expectations. The best way to
find out this analysis was to take the feedback of the customers and know about their satisfaction
for which the study has been conducted and discomforts that experienced.
Findings of the research indicated good level of satisfaction and showed that customers are
overall satisfied except some minor issues on which company is trying to improve. As Grasim is
one the leading companies therefore it needs to concentrate more on providing customers with
world class quality to maintain its leadership in the country.
I, here by declare that this project report entitle CUSTOMER SATISFACTION STUDY
FOR THE DRIVERS OF SODIUM SULPHATE
with special reference to Grasim Industries
Limited Birla cellulose chemical marketing head office Baroda. Which is the outcome of the
summer training undergone by me from June15th 2005 to July 23rd. The empirical finding of the
study is entirely based on the data collected by myself.
Grasim industries limited: A growth nucleus
Grasim industries limited (formerly known as the Gwalior rayon silk manufacturing (wvg. co.
ltd.), was incorporated in Gwalior on August 25th, 1947. It is thus a matter of coincidence that the
company appeared on the threshold of industrial map of the country in the same year and the
month when India achieved independence and embarked upon a process of industrialization to
make the country self-sufficient
Grasim started its chequered career with the production of man-made fiber fabrics in a weaving
shed of 18 looms in Gwalior, in 1950.since then, grasim has been ceaselessly marching-often.
Sodium sulphate can be produced from natural deposits or as a by product of industrial
processes. The natural sources can be from sodium sulphate-rich brines, from the minerals
mirabilite (sodium sulphate in hydrous mineral form, na2so4.10h20) or thenardite (sodium
sulphate in anhydrous mineral form, na2so4), or as a co-product of nitrate or potash production.
The most common industrial sources are the production of man-made fiber (rayon industries),
chrome chemicals, hydrochloric acid, lithium chemicals, formic acid, and during lead battery
recycling.
World consumption of sodium sulphate is divided between a numbers of industries. The majority
is consumed in detergents, but the textile, pulp and paper, and glass industries are also important.
The remaining tonnage is accounted for by a number of applications including consumptions by
the chemical industry
SODIUM SULPHATE MANUFACTURING ACTIVITIES OF GRASIM INDUSTRIES
LIMITED:
Units at: -
Staple fiber division, Birla Gram Nagda (MP):
The company earned a reputation of being the pioneer in the field of manufacture of viscose
staple fiber and Sodium Sulphate .The immense progress achieved is all the more creditable
because of the company having developed and established its present production capacity of
around 72000 MT per annum purely from indigenous resources, know-how & equipment s
PAGE-1
Grasilene Division, Kumatpattnam Harihar (KA):
Birla Cellulosics, Birla Dham, Kharach (Gujarat):
It is a new green- site VSF plant in the state of Gujarat. The plant incorporates the latest state
of-the-Art technology.
Research and Development
GRASIM has always been keeping research and development activities as the main objective to
keep pace with the changing technology, process products and protection of environment.
PAGE-2
The Aditya Birla Group is among India s largest business houses. Operating in the country for
over five decades and globally foe nearly 30 years, its revenues today are in excess of us $ 6
billion, with net earnings of us$ 400 million, a us$ 4.5 billion asset base, a market capital of us$
5 billion and 7,00,000 share holders.
Its 40 state of-the-art manufacturing units and sect oral services, anchored by 72000 employees
criss-cross 18 countries including Thailand, Indonesia, Malaysia, Philippines, Egypt, Canada,
USA and UK.
A premium conglomerate, the Aditya Birla Group is a dominant player in all of the sectors in
which it operates, such as aluminium, viscose staple fiber , copper , cement, viscose filament
yarn , branded apparel , chemicals, carbon, black ,fertilizers, sponge iron, insulators, power,
telecom, financial services and more recently , insurance.
Grasim, Hindalco, Indian rayon, Indo-gulf from its stables rank among India s top 50 most
respected and admired corporations.
Grasim Industries Limited
A flagship of the Aditya Birla group is among India s 10 largest companies in the private sector
in terms of assets and sales.
Initially only a textile manufacturer, Grasim key Businesses are viscose staple fiber and cement.
Grasim also produces sponge iron, chemicals and textiles. With ISO 9002 and 14001
certifications earned by all of its units, product quality, innovation and eco-friendliness are a
hallmark of Grasim s Divisions. All of Grasim s plants are technologically on par with the best
in world.
Viscose staple fiber
Grasim is India s pioneer in viscose staple fiber (VSF), a man-made, extremely versatile fiber
with characteristics akin to cotton, easily blended with other fabrics. Today Grasim is India s
largest and lowest cost manufacturer of VSF meeting over 90% of the countries requirements
and enjoying around 24% market share world-wide. The VSF business globally accounts for
11% of the group s turnover.
PAGE-3
The company has its VSF plant, located at Nagda (MP), Kharach (Gujarat) and Harihar (KA),
with a combined installed capacity of 220,775 tonnes per annum. Nagda is its core Unit
producing a wide range of VSF to suit customer s requirements in terms of length, denier, and
colour and is the largest producer of spon-dyed and specialty fiber in the world.
Branded as Birla viscose , its is a positioned as a distinct and premium Viscose staple fiber in
the global market. A favorable change in blend ratios, positioning VSF at the premium end of the
fiber market as Fiber for feel, Fashion and comfort are other steps to take this business forward
BIRLA SODIUM SULPHATE:
Grasim is also India s largest producer of sodium sulphate a by-product of VSF manufacturing
process. This chemical is widely used in the paper & pulp, detergent, glass, dyestuff, leather and
textile industries.
Grasim s sodium sulphate branded as BIRLA SODIUM SULPHATE is commanding premium
position in the user industries, due its unmatched world class quality, performance, service and
support. Consumers not only across the country but also even in overseas countries prefer to opt
for BIRLA SODIUM SULPHATE in contrast to competing products. Grasim promises to meet
the ever-growing demand of sodium sulphate of existing and emerging industrial sectors.
PAGE-4
MANUFACTURING PROCESS
VISCOSE STAPLE FIBER
The basic raw material in the manufacture of viscose rayon is alpha cellulose derived from wood
pulp. The cellulose is converted into alkali cellulose by steeping the raw material in a solution of
caustic soda (about 18%). The excess alkali is squeezed out and recycled. The alkali cellulose is
allowed to ripen and then converted to cellulose xanthate by treatment with carbon-di-sulphide.
The xanthate is subsequently dissolved in dilute caustic soda solution to give a solution of proper
viscosity.
The resulting solution known as VISCOSE is filtered by filter presses, deaerated and stored
under careful conditions. The viscose is extruded under pressure into fine jets through numerous
spinnerets into spinning bath solution. The filaments so formed are cut to desired length and
taken to CS2 recovery trough where CS2 liberated is condensed and recovered and the fiber free
of CS2 is taken to the after treatment section.
The cut filaments are first washed free of acid of water and then washed free of sulphur which is
precipitated during its formation by treatment with an alkaline sodium sulphide solution. This is
followed by washing with water and then bleached and washed. The fiber passes through a final
stage of finishing and drying and is then conditioned to requisite moisture content and baled.
The spin bath used in the process gets spent due to depletion of sulphuric acid concentration be
reaction as well as the addition of water from viscose. The spent bath is filtered and sent to
recovery plant where it is fed to evaporators to remove excess water and excess of sodium
sulphate is recovered by crystallization. The wet salt thus recovered is then dried in rotary drum
dryer and bagged.
The schematic flow diagram of manufacturing processes of VISCOSE STAPLE FIBER enclosed
herewith.
PAGE-5
SODIUM SULPHATE (ANHYDROUS)
It is the by-product of viscose rayon industries. The spinning processes for rayon involve
extruding a viscose solution through spinneret into a bath of sulphuric acid, sodium sulphate,
alum, and other surface-active agents. Sodium sulphate is formed in the bath by the reaction of
sodium cellulose xanthate with sulphuric acid. Sodium sulphate is then recovered from the super
saturated spin bath solution by adiabatic super cooling.
Sodium sulphate thus crystallized undergoes various unit operations like filtration, washing,
melting, neutralizing, drying & packing.
Stiochiometric calculations are as under:
Cellulose xanthate + Spin bath Na2so4 + 2H2o + Cellulose
During the production of one-ton o fiber, 0.8 MT sulphuric acid is consumed which produces
0.73MT sodium sulphate & 7 MT water. It is possible to recover economically up to 65% of
sodium sulphate from spin bath using various unit operations.
NATURAL SODIUM SULPHATE:
Natural sodium sulphate is formed be the evaporation or freezing of water containing sodium
sulphate in suitable basis and lakes. It is the first mineral to form in freezing sea water and ice.
When such water is cooled below freezing point, the solubility of sodium sulphate falls &
mirabilite (sodium sulphate in hydrous mineral form Na2so4.10h2o) is precipitated on the
bottom of the water body in seasonally controlled layers.
In warmer climates, evaporation has the effect of concentrating the brine by removing water,
which also induces the precipitation of sodium sulphate. Dredging is done to collect it. After
collections the sodium sulphate is processed to improve its cleanliness, particle size & ease of
flow, before final drying.
Other Processes Of By-Product Sodium Sulphate
HYDROCHLORIC ACID PRODUCTION
Sodium sulphate is produced by the Mannheim as a by-product of the manufacturing of
Hydrochloric Acid. Sodium Chloride and Sulphuric Acid are the reactants and are heated
together in a furnace.
PAGE-6
The process produces an intermediate solution BI-Sulphite product, which is drawn off in
cakes , hence the generic term salt cake .
The sodium sulphate produced using this process is usually low grade & often contain impurities
such as calcium, magnesium, unreacted salt & iron.
CHROME CHEMICALS
Chrome cake is a sodium sulphate
based by-product of sodium dichromate manufacture.
Chrome cake is often left in an impure condition after production.
The raw materials required for the process are soda ash (Sodium Carbonate), lime stone &
chrome, which generally contain around 50% Cr2o3. The chrome ore is crushed & the soda ash
is added to create a mixture, which is then diluted with residue from the process. The new
mixture is then roasted in air to form sodium chromate & carbon dioxide.
NITRATE MANUFACTURE
Sodium Sulphate is being manufactured as a by-product during nitrate manufacture.
PAGE-7
Manufacturing Flow Sheet OF Viscose Staple Fiber & Sodium
Sulphate (By-product)
PAGE-8
Fiber Regeneration
Cutter
Recovery trough
Spin bath Regeneration
Crystallization Rotary vacuum
Rotary vacuum filtration
Viscose Dept. Spg. & Aft.dept. Auxiliary Dept.
Slurry mixer
Homogenizatio
Filtration 3 Stage
De-aeration
Filtration 1 & 2 stage
Blending
Dissolver
Xanthation
Slurry press
Shredding
Aging Washing
Bleaching
Finishing
Drying
Bailing
Viscose staple fiber
Ware-house
Melting pan
Evaporation
Settling
Top feed filter
Drum dryers
Bagging
Sodium Sulphate (By-product)
Bagging
1) To evaluate and analyze the satisfaction of dealers / agents with Grasim chemicals and
look towards its competition regarding: -
Pricing issues
Quality issues
Order placing
Dispatch & delivery issues
Customer care issues
After sales issues
2) To identify that whomsoever purchase or in other words drivers of purchase for sodium
sulphate /Cs2: -
To know whether the customers are satisfied with product and service performance Vis a
Vis their needs, desire wants and their expectations before purchase.
To map the customers mind to assign weights to them based on their relative importance
to customer.
3) To know the strengths and weaknesses of the company by following measures:-
Customer feedback and interviews
Visiting
Presentation & seminars.
4) To measure the brand image of Grasim chemicals as a company among dealers, agents.
Grasim chemicals image was measured on the following parameters:-
Professional approach in dealing with dealers / agents
Integrity in its business dealings
Dealer friendly or not
Loyal towards the customers
Aggressive in marketing efforts
Reliability of the transporters
Awareness of customers of Grasim product. price, promotion & distribution
PAGE-9
5) To know various parameters whatever the business rivals of Grasim are following: -
Marketing strategy
Price
Credit policies
6) One more important aspect is transportation related issues: - incidents like chemicals
get contaminated during transportation process due to: -
Delays in transporting
Exposure to air
Leakages in tanks
7) Some critical incidents (positives & negatives) how many times dealers had to face stock
out in the past 1 year due to: -
Material not delivered on time
Defective lot
8) To identify the drivers of purchase for sodium sulphate/cs2
To identify the key parameters customers use to evaluate sodium sulphate/cs2 and service
quality
Are Grasim customers satisfied with product and service performance Vis a Vis their
expectations before purchase?
To map the customers mind to assign weights to them based on their relative importance
to the consumer
9) Customer satisfaction for sodium sulphate/cs2 and key user segments/industries
Sodium sulphate - Glass Industry
Paper Industry
Soaps and Detergents
Dyestuff Manufacturing
Textile Processing
CS2 -Pesticide Industry
PAGE-10
10) To determine customer satisfaction level with grasim individually and benchmark it vis
a vis competitors
To estimate the customer satisfaction level with Grasim and its competitors on various
attributes?
Are they dissatisfied with Grasim and its competitors on various attributes?
What are the reasons for dissatisfaction?
11) Identify extent of affection consumers have for Grasim through intent to recommend
To determine correlation between overall satisfaction with Grasim and recommending it
to customers (this can be understand with the help of the following diagram)
Happy and satisfied
customers
Recommend against
Grasim
Satisfied ? Does not actively
recommend
Unhappy and
dissatisfied customer
Recommends against
Grasim
Parameters to be evaluated
Product quality
Output yield
o Do sodium sulphate / carbon disulphide add value to the final product?
Rework
o Handling the rejected lot
Lot consistency / meeting specific parameters / meeting ordered quantity.
o Consistency in terms of quality of the product.
o Consistency in terms of quantity (as per the requirement)
o Consistency in terms of timely delivery (as per the commitments)
PAGE-11
Transaction quality
Service quality
o Customer care
Warmth and enthusiasm of the sales team
Helpful co-operative attitude of the sales team
Frequency of visits
Accessibility
Interest taken in how chemical is performing in manufacturing process
o Pricing issues
Competitive price
Price stability
Fairness in price
o Credit policies
Length of credit period
Commercial issues
o Order placing
Ease of order placing
Ease of pricing negotiation
Keeping you informed about the status of the order
o Dealer / agent service (wherever applicable)
o Delivery issues
Timely delivery
Getting chemicals as per the specification on purchase order
Ensuring effective transportation issues
Providing complete documentation with consignment
Responsiveness
o Responsiveness to complaints made
o Responsiveness to queries
Flexibility
o Flexibility in accommodating changes
o Flexibility in accommodating changes in delivery schedules
PAGE-12
Speed of transactions
o Order placing, order processing
o Dispatch and delivery
o Payment and billing
o Paper work / formalities
Perceptions & feelings / image
o Professional approach to customer / dealer
o Clean is business dealings
o Fast growing company
o Fair profit margins to dealers (applicable to dealers only)
o Promotional / informative material provided is appealing
o Aggressive sales team
o Transporters of Grasim is reliable
o Grasim customers aware of the product mix
o Grasim customers aware of the ISO status
Comfort levels
o Critical good / bad incidents
Technical ability
o Technical support
o Frequency of visit of technical person
Complaint handling
o Complaint handling system
o Speed of response to complaint
o Complaint answered / not answered
Problem solving
o Frequency of problems faced
o Time taken to solve problems
o Problems solved / not solved
PAGE-13
1. Overall approach
The respondents (dealers /agents) for this study were clearly defined and identifiable. They are
also geographically spread out. So we adopted the following approach
One to one personal interviews with dealers / agents
who were located in cities in the ambit of
the study
The distributors were met as through we conducting an industry wide study of best practices to
get a fair, unbiased opinion.
2. Sampling procedure
The dealers / agents were selected from the list provided by Grasim in such a way
To represent all Major dealers / agents in terms of volume of business they give to Grasim
chemicals
3. Target respondents
The person who is in charge of the day to day running of the business, as specified by Grasim
Chemicals were contacted for this study
4. Sample size
The total number of dealers / agents we interviewed were 19 the study was conducted in the
following cities: -
Nagda (Madhya Pradesh)
Kharach (Gujarat)
Harihar (Karnataka)
Break up of dealers interviewed area wise:
PAGE-14
Zone Sample size
North 7
South 5
West 7
Objectives:
To undertake a customer satisfaction survey among the existing customers
Customers expectations as they are now
Customer satisfaction levels today
Relative importance s of different factors driving satisfaction
Deliverables:
Performance score cards for the sodium sulphate & CS2 and competition on overall and
each of the factors that drive satisfaction
Prioritized list of improvement action areas
Comparison with earlier data
Customer-by-customer dossiers to enable focussed containment as well as develop
systematic remedies
Customer expectations and standards and tolerance zones on select priority set of factors
affecting buying behavior
Benchmarks of the best of class in India from various databases.
A customer satisfaction index for the sodium sulphate & CS2
Customer Satisfaction Measurement:
1. Satisfaction with respect to Product quality
Output yield
Rework
Lot to lot consistency in conformance specification
Meeting specific parameters
Meeting ordered quantity
2. Satisfaction with respect to Transaction quality
Service quality
Responsiveness
Flexibility
Speed in each of the transaction areas such as quotation, payment, delivery time,
deliveries, access to information etc.
PAGE-15
3. Satisfaction with Relationship quality
Perceptions and feelings
Image
Comfort levels such as perceived Customer orientation
Technical ability
Complaint handling
Problem solving
4. Competition Benchmark
To be obtained from customers with multiple vendors on all the dimensions
Sample sizes
A Customers: consume large quantities & are vulnerable to competition attack
(nos. to be contacted: 25)
Other customers: (nos. to be contacted: 52)
Respondents
two persons to be met as per customers:
User : for Product and relationship quality
Dealing person : for Transaction and relationship quality
Why customer satisfaction measurement
(Thinking of buying Sodium Sulphate / CS2)
So how a customer does arrives at the decision to choose a particular supplier
Therefore it is very important to map the consumers mind properly
Identifying key factors in purchase decision
Identify parameters on which the prospective customer evaluates options
Identify relative weights the buyer attaches to these parameters.
Consumer Y prefers different parameters to consumer X
He gives different weightages to different parameters
PAGE-16
Expectation Vs Delivery
The chemical consumer has given most weightage in buying process to
Price:
Price is a critical factor as it directly increases cost of production
Lead-time:
He wants the supplier who delivers chemicals at a very short notice of placing the order
Quality: Product should meet required specifications
Transportation costs: He wants to purchase from the nearest supplier so that his transportation costs are least
Reliability He wants a supplier who sticks to his commitments
Where does Grasim stand with respect to his expectations?
Where are the missing lines?
Dealer / agent
(Sodium Sulphate)
Production Marketing Accounts
Grasim
Does he receive delivery on time; is Sodium sulphate / CS2 as per his
specifications?
Is he happy with the manufacturer, Does he have adequate stocks?
Does he make a repeat purchase?
Are the credit policies attractive?
PAGE-17
The customer
Management Summary
A moderate dealer satisfaction index of 70.3 / 100.0 observed for Grasim chemicals
Satisfaction level is the lowest in west zone
There is a wide scope for improvement in terms of dealer satisfaction
Most important factors for sodium sulphate dealers are
o Quality
o Price
o Time delivery
Grasim chemicals are well known among their dealers for their quality.
Highest satisfaction level is observed on Quality of sodium sulphate among all the
factors.
But there are some issues regarding packaging that deteriorate the quality of the product
during transportation leading to delivery of defective lots , especially in west and north
Extreme dissatisfaction is observed regarding pricing policy of Grasim
Grasim gets lowest satisfaction on pricing issues-particularly in north and west zone.
Dealers in south are comparatively more contented
Dealers complaint
o Margins are low
o Pricing policy defers from dealer to dealer
o Prices are not negotiable
No major issues regarding time taken for delivery
But dealers in north are facing the problem of pilferage/ leakage during delivery to a
great extent
Sodium sulphate dealers recognize Grasim for its reputation but not for fair commercial
policies
They do not find the commercial policies dealer friendly. They feel marketing efforts are
not sufficient
o Problem of by passing the dealers
o Technical support is not provided
o Visits by sales team are not sufficient
o Complaints made by dealers are not resolved
Dealers in west zone are not happy with performance of sales people. There are
complaints about non co-operation of sales people and are lack of knowledge
PAGE-18
Factors behind choosing a particular supplier
Quality is the foremost thing that most dealers look for.
Price and timely delivery are the other important aspects considered.
most important factors while choosing a dealerQuality (=17),
90
Price (=12), 63
Delivery (=7) , 37
0
20
40
60
80
100
% of dealers ( figures in the bracket indicate No. of dealers giving particular response)
Quality (=17) Price (=12) Delivery (=7)
PAGE-19
Dealer Satisfaction Index
The Overall Satisfaction Index with Grasim Is 70.3 /100.0 (D.S.I Zone Wise Parameter Wise)
PAGE-20
Overall West North South
Overall index 70.3 64.3 75.6 71.9
Quality 84.2 85.7 87.5 79.2
Order placing, dispatch & delivery
82.7 82.1 88.1 78.1
Commercial policies & image of the company
76.8 70.0 79.2 82.5
Performance of sales team 75.0 62.3 87.5 76.7
Accuracy & timely resolution of payments
71.9 63.7 83.3 68.9
Customer care & technical support
65.2 58.0 71.8 66.5
Marketing efforts 63.4 62.1 66.7 61.3
Pricing issues 52.8 46.3 51.0 62.5
Satisfaction with Grasim
Quality and marketing efforts
Overall Dealer Satisfaction Index
(Average ratings)Quality of
chemicals 84.2 Marketing efforts of the
company 63.4
Promotional support
(catalogues, brochures etc.
51.5
1
2
3
4
5
Quality of chemicals
Marketing efforts of the company
Promotional support ( catalogues, brochures etc.
Totally Satisfied 5 Satisfied 4
Satisfied except for minor issues 3
Dissatisfied 2 Totally Dissatisfied 1
Overall DSI On quality = 84.2/100.0
Overall DSI On marketing efforts =63.4/100.0
Quality of sodium sulphate is satisfactory
Marketing efforts and promotional activities are not sufficient
PAGE-21
Questionnaire
Parameters (5 most important in order of buying importance) and that are:- 1. Quality of chemicals.
2. Price competitiveness.
3. Credit policies.
4. Lead time for delivery.
5. Flexibility in accommodating changes.
6. Overall rating.
On all the above parameters the customers are interviewed:-
What are the things on which company is not doing well?
Suggestions made by the customers.
PAGE-22
Name of the companies
interviewed
Quality of
Chemicals
Price
Competitiveness
Credit
Policies
Lead time for
delivery
Flexibility in
Accommodating
Changes
Overall
rating
HLL Fully
satisfied
Satisfied except for
minor issues
Fully satisfied
Fully satisfied
Fully satisfied
Fully satisfied
BILT Satisfied except for
minor issues
Satisfied except for
minor issues
Fully satisfied
Fully satisfied
Fully satisfied
Satisfied except for
minor issues
Jaysynth Dyechem
Fully satisfied
Fully satisfied
Fully satisfied
Fully satisfied
Fully satisfied
Fully satisfied
Arvind Mills Fully satisfied
Fully satisfied
Fully satisfied
Fully satisfied
Fully satisfied
Fully satisfied
Sanjay Chem. Fully
satisfied Totally
dissatisfied Fully
satisfied Fully
satisfied Fully
satisfied
Totally dissatisfie
d Merchem ltd Satisfied
except for minor issues
Fully satisfied
Fully satisfied
Fully satisfied
Fully satisfied
Totally dissatisfie
d
Rallies India ltd
Fully satisfied
Totally dissatisfied
Fully satisfied
Fully satisfied
Fully satisfied
Fully satisfied
Vithal drugs Fully satisfied
Fully satisfied
Fully satisfied
Fully satisfied
Fully satisfied
Fully satisfied
Indofil chem.. Fully
satisfied Fully
satisfied Fully
satisfied Fully
satisfied Fully
satisfied
Satisfied except for
minor issuesFinornic chem..
Fully satisfied
Fully satisfied
Fully satisfied
Fully satisfied
Fully satisfied
Fully satisfied
Questionnaire was designed to know the Issues Grasim need to address:-
West
Pricing policy (5)
Fair commercial practices (3)
Quality (1)
Complaint handling (1)
North
Pricing policies (3)
Fair commercial practices (3)
Packaging (3)
Correct weight (3)
Quality (1)
Delivery commitment (1)
Marketing efforts (1)
South
Pricing policy (3)
Packaging (2)
Quality (2)
Delivery commitment (2)
(Figures in the brackets indicate No. of dealers giving the particular response)
PAGE-23
West North South Base 7 6 6
Grasim Pricing
Why do I pay a premium?
__ Long Relationship (in west & north)
__ Good Quality
How does a grasim charge for sodium sulphate?
Pie chart showing The prices Charged by Grasim
Price as prevailing in the
market55%Discounted
price6%
Premium price39%
Price as prevailing in the market Discounted price Premium price
PAGE-24
Pricing Issues
Overall DSI on 'pricing issues' =52.8/100.0
Price being charged Profit margins todealers
Ease of negotiatingthe price
Credit policies
1
2
3
4
5
Low satisfaction on all issues related to pricing
Dealers do not feel they are getting enough profit margins
Relatively higher satisfaction is seen in south zone
PAGE-25
Totally satisfied 5
Satisfied 4
Satisfied except for minor issues 3
Dissatisfied 2
Totally dissatisfied 1
Overall West North South
Base 19 7 6 6
Overall 19
South 6
North 6
West
7
Issues related to sodium sulphate
Issues related to delivery of sodium sulphate
32
57
33
1716
29
16
50
0
10
20
30
40
50
60
Overall West North South
%
Series1 Series2 Series3
Defective lot
Delivery not on time
Leakage/pilferage
No major issues in south regarding delivery of sodium sulphate, except for
delays in delivery sometimes.
Dealers in west and north are facing more problems.
o Defective lots are received sometimes
o Leakage/pilferage of the chemical is a peculiar problem in north zone
PAGE-26
Complaints made to Grasim
West
Company should help dealers by providing sales policy and sales support to
them so that a dealer can make his position strong in the market
Regarding quality. Material was lumpy. It happened 4 to 5 times
Material dispatch, rates, quantity and commitment
North
They appointed new dealer with the guarantee of not disturbing existing dealer. But they
did so. We made complaints but no action was taken.
Weight shortage: packing quality. First they used to give double packing. Now they have
increased the price and reduced packaging quality.
Regarding packaging of chemicals.
Quality complaint. Proportion of acid is more. We get technical problems.
The packing of the material in such that sometimes pilferage or leakage tends to happen.
Still the problem persists
South
About the quantity
Packing was not good because it got damage immediately
PAGE-27
Accuracy and timely resolution of payments
Overall DSI on 'accuracy and timely resolution of
payments' = 71.9/100.0 (Average ratings)
Accuracy of accounts Timely receipt ofaccounts statements
Timely issue of creditnotes
1
2
3
4
5
C
Overall => West North South
Totally satisfied 5
Satisfied 4
Satisfied except for minor issues 3
Dissatisfied 2
Totally dissatisfied 1
Accuracy is not a major issue
But receipts are not issued on time
PAGE-28
Overall West North South
Base 19 7 6 6
Why Grasim Is The Most PreferredExclusive
dealer (=6), 32Good quality of products (=5),
26
Good experience
(=5), 26
Good service (=3), 16 Reputated
company (=2), 11
Capacity of production (=1),
5
Proximity (=1), 5
0
5
10
15
20
25
30
35
% of Dealers ( the figure in brackets indicate No. of dealers giving the particular response )
Exclusive dealer (=6)
Good quality of products (=5)
Good experience (=5)
Good service (=3)
Reputated company (=2)
Capacity of production (=1)
Proximity (=1)
Good quality, Good service, Reputation are the strengths of
Grasim
PAGE-29
Dealers only in west & north
Dealers mainly in south
Transportation issues
Most dealers have their own arrangement for transportation of sodium sulphate.
Dealers in north and west need a solution to pilferage of the chemical during
transportation
Fast delivery is required in south.
your company, 89%
Manufacturer / supplier, 11%
West
Insurance of material. Pilferage issue with company s transport.
North
The company could arrange quotes from various transporters to ensure that nobody is
overcharging and if the company could arrange transportation themselves.
They have to stop the pilferage of chemicals.
Hassle free system.
South
Good quality of product and fast delivery.
They should avoid annual contract transport.
Prompt delivery in due time and reasonable rent.
PAGE-30
Specifications of sodium sulphate required
Appearance:
o Crystal clear (16)
o Free flowing (3)
o As per specification (1)
Solubility:
o As per specification (13)
o Good solubility (2)
Colour:
o White (5)
o As per specification (1)
The chemical has to be clear and white.
Solubility varies as per requirement of customers.
Factors behind choosing a particular supplier
Some other factors considered
o Good service (4)
o Packing (3)
o Rapport of the company (3)
o Complaint handling process (2)
o Profit margins (2)
o Long term relationship(2)
o Communication with dealers (2)
o Payment terms (2)
o Capacity of production (1)
(Note: Figures in the brackets indicate No. of dealers giving the particular response)
PAGE-31
Overall
Base 19
Reasons for dissatisfaction with Grasim
Marketing efforts
West
They do not pay attention to dealers.
Up till now they have not provided promotional support.
Should be aggressive. Improvement is needed.
North
No promotional support.
Marketing efforts-There is no forum (meetings) where such discussion can take place.
South
Very less promotional support.
There are no marketing efforts.
There are no promotional activities.
Note: The responses are views of a single dealer each unless specified
PAGE-32
Pricing issues
West
Low profit margins (4)
o According to policy the margin is very low.
o There is no profit margin
o Low margins
o High payments are to be made and the margin is also low. Cash discount,
quantity discount should be increased by at least 1.5%.
Price is high (2)
o Prices of other companies are competitive.
Pricing policy is not good.
Price of the material varies from customer to customer.
North
Low margins (4)
o Low margins
o Not remunerative
o Very low margin given by the company
o Margin is not good.
Not negotiable (3)
o Not negotiating
o No, they are very rigid on their price; they never care for long relationship.
o Company remains adamant on its price.
Give us at least three months credit time.
Cash payment is made.
High price charged.
South
Low margins (3)
o Low margins
o Very low margins
o Too low margins
High rates (2)
There is no credit facility (2)
Not flexible.
PAGE-33
Reasons for dissatisfaction with Grasim
Customer care issues & Technical support
North
Technical support-There is no problem regarding packaging, weight.
Customer complained handling system-There is no room for improvement.
Technical support-There is no interaction.
Customer complaint handling system-Not much effective.
No technical support provided.
Very rarely technical people visit.
South
No technical support (2)
Not giving response on quality problems.
No proper access.
There is no promptness in responding to queries
Customer complaint handling system-very poor
Technical support-They do not visit
There is no service.
PAGE-34
Reasons for dissatisfaction with Grasim
Accuracy and Timely Resolution of Payments
West
Not receiving receipt on time (3)
Not receiving credit notes on time (2)
Credit notes should be given. Quantity discount should be given
Sometimes we cannot tally the accounts
North
Periodic statement is not given. No response to our statement.
South
They are not sending the account statements timely.
They do not send account statements.
They did not send credit notes timely.
PAGE-35
CONCLUSION
As a student I would like to conclude my work experience as a summer trainee in India s leading
company Grasim Industries Limited (A FLAGSHIP OP ADITYA BIRLA GROUP) for about
38 days to know about customers satisfaction from the study conducted. The work was really
very interesting means how a travel company operates, and what are the services they are
providing to their customers.
Actually the main function of the company was to find out the drivers for sodium sulphate in
others who are the customers who will buy their product, and what are the key parameters, which
a customer looks when he goes to buy the product.
As a summer trainee, I have to find out the things on which company is not doing well for this i
have given the responsibility to take the online feedback as the company product is industrial and
the customers are located wide-spread and also to give seminars along with my seniors who
guided me and make me understand what to do and in what manner.
EXPERIENCED GAINE FROM SUMMER TRAINING:
I learned how to approach with the customers.
Learned how to sell an industrial product in an effective way.
I learned how to built customer relationship
During summers when I was in Baroda I was stuck in a very critical situation mean to say
flood has come over there and almost the whole city was spread out with water therefore it
was a great experience to work in that type of situation and I am very thankful to god as
well as my bosses (seniors) who helped me out.
That was I called to me one of the terrific moment of my life as the suggestions given by
me are not only accepted but they admired me for that as well as one of the phrase which is
there in the beginning of the report has been published in their book ADITYA KIRAN
which is published annually I the late memory of Aditya birla
This is all because of the college as I was using as well as implementing the marketing
techniques, which I have learnt during my studies.
With best wishes to Grasim Industries Limited
PAGE-36
1) Comparison of satisfied v/s dissatisfied customers. Satisfied on which aspect as well as
dissatisfy on which aspect, dissatisfaction can be lead by following points.
The competitor s product is available in the market at a cheaper rate.
Discount would not be given to customer.
Degree of responsiveness, dissatisfaction can be lead by responsiveness! In other words if
proper response can not be given to customer such as: -
Customer complaints should be sorted out on time
Service centre are not near to customers.
Credit policy should be different for every category
Terms of credit
(a) For A category-grace period, some relaxation
(b) For B category-credit limit, grace period
2) Frequent meetings should be done immediately after sales or service, where
customers are allowed to raise their issues for such type of meetings marketing
personnel must be appointed.
3) Online registration of complaints would be done in a following format:-
Name of customer.
Address.
Contact number.
E-mail address.
Date of purchase.
Location.
Problem type.
Complaint number.
After the following procedure one or two person s are given the responsibility for
each area.
4) Before the delivery of goods certain checks are necessary:-
Whether the supply meets the ordered quantity.
Consistency in supplies.
Replacement of the defective goods.
PAGE-37
5) Auditing of the stock must be done time to time so as to meet the requirement of the
customer at any time.
6) Product differentiation: - whatever we are producing must be different from our
competitor s, differentiation regarding.
Quality or service.
Price.
Packaging.
Standards.
Quantity.
Marketing strategy.
7) Forecasting market trends.
8) Flexibility in accommodating changes: - such as
Lead time for delivery.
Credit policies.
Place of delivery.
9) Take care of the future expectation of customers, their perception, needs, wants,
desires & preferences.
10) Market survey should be done time to time so as to know: -
Customer needs and wants.
Customer own insights and judgments.
Brand image.
11) One advisory committee must be formed in which some customers are given
membership so that they can advise us & helps to rectify the errors or mistake we
are making such as: - regarding
Quality of raw materials.
Dispatching of goods.
Transportation.
12) Promote amongst all agents, employees of the company a sense of participation.
PAGE-38
13) Involve all the people working in the company to ensure efficient & courteous
service to the customers.
14) Innovate and adapt to meet the changing needs of the customers.
15) In order to attain higher satisfaction level among sodium sulphate dealers, Grasim
need to improve on the following aspects:-
Reconsider pricing policy.
Do not bypass dealers and approach end users directly
Improve packaging to maintain quality and prevent leakage during transportation
Take action to stop pilferage of the chemical
Take up more marketing efforts and promotional activities
Regular visits of sales team and provide support to dealers
Train the sales team to enhance product knowledge and work more proficiently
PAGE-39
Grasim Industries Limited List Of Customers
Segment Wise customer Name Lifting trends S.No
(A) Paper
Supplies
From Fy 01
Fy 02
Fy 03
Fy 04
1 A.p paper mills, Rajahmundry Harihar 163 121
2
3
4
5
BILT, Gurgaon
BILT (APR), Kamlapuram
BILT, Ballarshah
BILT, Sewa
Harihar
Nagda
Nagda
206
192
54
287
186
150
276
244
181
6 HPCL, Kolkata
7
8
Hindustan news print, k yam
Hindustan paper, J road/Cachar
Harihar
Nagda
137
778
121
883
108
777
9 ITC limited (BPB), Sec bad Harihar 269 273 202
10 JK paper limited, Delhi
11
12
JK paper mills, Rayagarh
JK paper mills (CPM), Songarh
Nagda
Kharach
323
77
201
114
64
75
13 Mysore paper, Bhadravathi Harihar 78 121 189
14 Orient paper mill, Amlai Nagda 166 178 222
Sirpur paper mill, Sirpur Nagda 106 109 152 15
16 Star paper mill, Saharanpur Nagda 60 135 127
17 T.N.P.L. k puram Harihar 266 161 197
18 West coast paper, Dandeli Harihar 173 208 229
(B) DETERGENTS
19 H.L.L group Nagda 262
20 Henkel spic Group Nagda 134 259 128
21 Procter & Gamble, Mandideep Nagda 169 322 422
(C) GLASS
22 A.G.I. GLASS, Hyderabad Harihar 12 12 17
23 Float Glass India Limited, Taloja Kharach
119 133 143
24 Gujarat Borosil LTD.Govali Kharach
45 36 35
25 Gujarat Guardian, Kondah Kharach
13 10
26 Harayana sheet glass group Nagda 156 279 316
27 Hng group (OBL) Nagda 28 44 53
28 Saint Gobain glass , Chennai Harihar 163 60 142
29 Triveni sheet glass group Nagda 19 18 25
PAGE-40
S.No
Segment Wise customer Name Lifting trends
Supplies
From Fy 01 Fy 02
Fy 03
Fy 04
(D) Other Consumer Segments
{D-1} Textile Processing
30 Abhishek Industries, Barnala Nagda 128 91 64
31 Maral overseas LTD, Neemrani Kharach 62 66 50
32 Paras fab int, Khuskheda Nagda 26 24 24
33 Welspun terry towels, Vapi Kharach 79 9
{D-2} Dyestuff Manufacturers
34 Basf (I) LTD, Bangalore 19 19 21
35 Bayer Indian Syantans, Madurai Harihar 27 29 50
36 Coloursynth group, Surat Harihar 43 82
37 Formokem (I) corp, Mumbai Kharach 18 16 26
38 Gharda chem. Dombivali Kharach 1 18 18
39 Jaysynth Dye chem., Mumbai Kharach 21 22 25
40 Orgochem (Guj) pvt. LTd, Surat Kharach
41 J.K pharma Chem, Caddalur Harihar 8 17 36
(E) DEALERS
42 Arun Mithun, Erode Harihar 15 23
43 Bannari Amman Harihar 2 3 9
44 Chemical distributor, Agra Nagda 10 11 25
45 Gaurav enterprises, Nagda Nagda 16 30 31
46 Gem enterprises Harihar 94
47 Goyal chemitrade, Rewari Nagda 74 79 76
48 Kanpur chemicals, Kanpur Nagda 72 77 70
49 Karneet enter, Bangalore Harihar 27 31 34
50 Kushal chemicals, Delhi Nagda 102 107 103
51 Madurai Meenakshi, Madurai Harihar 20 18
52 Mehta brothers, Ahmedabad Kharach 101 123 130
53 Nisha dye chem., Ahmedabad Kharach 84 80 81
54 Sanjay chemicals (Popatlal), A bad Kharach 31 216
55 Shree umiya sales, A bad Kharach 181 194 238
56 Singhania chemicals, Ludhiana Nagda 74 121 105
57 SVS chemical, Pune Nagda 33 33 50
58 Swastichem {MIPCO}, Erode Harihar 51 64 46
PAGE-41
S.No
Segment Wise customer Name Lifting trends
Supplies
From Fy 01 Fy 02
Fy 03
Fy 04
59 Tarun chemicals, Delhi Nagda 188 206 198
60 Jain acid & chemicals, Nagpur Nagda 30 30 30
61 Trivenkem agencies, C tore Harihar 20 32 52
CUSTOMERS SERVED THROUGH
DEALERS
62 Faruki glass LTD, Faridabad Nagda 15 15 15
63 Ashnoor textiles LTD, Sahajanpur Nagda 15 15 15
64 Arsham textiles mills LTD Nagda 30 30 30
65 Hotz industries, Noida Nagda 15 15 15
66 Jai mata glass, Firozabad Nagda 30 30 30
67 Universal glass, Firozabad Nagda 15 15 15
68 Sky lead / Sky link chemicals, Bhavnagar Nagda 18 18 18
69 Jai chem... Industries, Ahmedabad Kharach 20 20 20
70 Arvind mills LTD, Ahmedabad Kharach
71 Transpeck industries LTD, Baroda Kharach
72 Mahaveer spinning mills LTD, Ludhiana Nagda 30 30 30
73 Shri mahila gruh Udyog (det. Div) LTD Nagda 30 30 30
74 Vanasthali textiles mills LTD, Sahajanpur Nagda 30 30 30
75 Bhalla chemical works, Gurgaon Nagda 30 30 30
76 P.D industries LTD, Kanpur/ Noida Nagda 15 15 15
PAGE-42
Customer Response Form
Dear Sir / Madam
At the outset, we would like to thank you for your participation in the study and as loyal
customers of the company from the last so many years, due to the heartiest support and
wonderful response extended by customers like you that, we have grown by leaps and bounds.
More request you to spend your valuable time and fill an the questionnaire online, so the we
would be able to make some improvements as well as to extend and offer better facilities to our
valued customers.
Name of the customer: ______ Name of the company: _______
Registration number: ______ Location of the company: ______
Date & quantity of purchase: ______ Contact number: _______
Issues related to the following points: -
1. Quality of the chemicals __ Satisfied yes/ no if no state your reason
2. Price competitiveness __ Satisfied yes/ no if no state your reason
3. Credit policies __ Satisfied yes/ no if no state your reason
4. Lead time for delivery __ Satisfied yes/ no if no state your reason
5. Flexibility in accommodating changes__ Satisfied yes/ no if no state your reason
The services provided by Grasim Excellent/ good / fair / poor / bad
Location
Name of the company Grade of the service
1.
2.
3.
4.
5.
What are the steps that you think the company have to taking in consideration?
Additional comments / Suggestions, if any:
PAGE-43
The staff members in the _______ office, to whom you are dealing with
1. Courteous Yes / No
2. Helpful with all details Yes / No
3. Having current and authentic information Yes / No
Additional comments, if any:
Will you continue dealing with the company in future also and what do you think the
company had done well in the past: Your comments: -
PAGE-44
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