1.0 INTRODUCTION:

Marketing is a communication process that has the purpose of individuals or

groups - that are directly or indirectly able to purchase - aware of products and services

that may satisfy their existing or newly-identified needs and wants.

Marketing is defined by the American Marketing Association as the activity, set of

institutions, and processes for creating, communicating, delivering, and exchanging

offerings that have value for customers, clients, partners, and society at large. The term

developed from the original meaning which referred literally to going to market, as in

shopping, or going to a market to buy or sell goods or services.

Dealer

Any person who carries on business in purchasing, selling, supplying or

distributing goods and also includes works contractor, company, Co-operative Society,

Broker, Commission Agent, Auctioneer or any other mercantile Agent for the

consideration of cash, commission and deferred payment.

There are two types of dealer such as:

1) Registered dealer.

2) Casual dealer

1

Cement industry is one of the major industries in India. Today there are 130 large

cement plants and more then 300 mini cement plants operating in India, producing cement

under different brands and grades. Though most of the companies are restricted to

surrounding states, some spread throughout India. A local market to a city, a district, or a

state is composed of a variety of brands leaving to the customer a wide range of choice.

‘In the market, the movement of cement largely depends on the dealer’s promotion,

constructor or contractor’s awareness and advice to the customer and to an extent on the

awareness of the customer. Dealer is one of the key persons who can affect the movement

of a particular brand of cement. A marketer needs the information regarding the dealer’s

satisfaction on different factors like product quality, service, price, supply and satisfaction

of company’s promotional activities so as to estimate his willingness to push the brand.

The study attempts to analyze the satisfaction of the dealer regarding various

factors corresponding to SAGAR CEMENTS and the brand preference by the dealers. This

helps the marketers of SAGAR CEMENTS to estimate the market position of SAGAR

CEMENTS and take steps for their expansion of business.

2

2.0 NEED OF STUDY:

To study the dealers satisfaction levels towards sagar cements regarding

promotional activities, quality and quantity of cement and to know demanding

levels of sagar cements by the customers in the market.

3.0 OBJECTIVES:

To find the Dealer’s Satisfaction Level with SAGAR CEMEMTS.

To find the factors influencing the dealers to deal with SAGAR CEMEMTS.

To study various areas that needs improvement in SAGAR cements from dealer

point of view.

To find the dealer’s suggestions if any with respect to SAGAR CEMEMTS.

3

4.0 SCOPE OF THE STUDY:

The study is confined on the selected dealers in Nalgonda and Khammam Districts.

The data collection is carried out in Nalgonda and Khammam Districts

The project is focused on dealer’s satisfactory levels with quality, supply, packing,

service of SAGAR CEMENTS and promotional activities by the company.

A total of 60 dealers’ have been surveyed for collecting the data with the help of a

structured questionnaire.

4

5.0 RESEARCH METHODOLOGY:

Research methodology describes how the research study was undertaken. This

includes the specifications of source of data, research design, and method of data

collection, the sampling method and the tools used.

SOURCE OF DATA

Primary data:

The researcher collected both by direct survey from the dealer’s through

questionnaire. The researcher used structured questionnaire.

Secondary data:

Here the researcher collected secondary data from the company profile,

industry profile and official web sites.

SAMPLE DESIGN:

Geographical area:

The study is conducted in two districts Nalgonda and Khammam.

Period of coverage:

The duration of project work is about 45 days

Population:

Population for this research is set of dealers those who are dealing with SAGAR

CEMENTS in Nalgonda and Khammam districts.

5

Sample units:

The sampling units used by the researcher for this research, are those who are

dealing SAGAR CEMEMTS.

Sample size:

The number of samples collected by the researcher is 60 dealers

Sampling procedure / Sampling method:

The sampling method used for this study is non-profitability convenience sampling,

which is selected according to the easy and convenience of the researcher.

RESEARCH INSTRUMENT:

Research instrument used for data collecting is questionnaire.

Questionnaire

The questionnaire is prepared in a well-structured form so that it is easily

understandable and answerable by everyone. The type of questions include in the

questionnaire are open-ended questions, multiple choice questions and dichotomous

questions.

6

6.0 LIMITATIONS OF THE STUDY:

Since the survey was done only in Nalgonda and Khammam Districts the result

obtained may not be taken as universal suggestion.

Quality of the information highly dependent on the knowledge of the respondents.

The results may not be accurate because the survey is on SAGAR CEMENTS

dealers and hence there is a possibility of bias in their responses.

7.0 STASTICAL TOOLS USED FOR ANALYSIS:

The researcher carries out analysis through various statistical tools. The statistical

analysis is useful for drawing inference from the collected information.

Simple percentage analysis

Bar diagrams

Pie charts

7

8.0 REVIEW OF LITERATURE:

Marketing is a communication process that has the purpose of individuals or

groups - that are directly or indirectly able to purchase - aware of products and services

that may satisfy their existing or newly-identified needs and wants.

Marketing is defined by the American Marketing Association as the activity, set of

institutions, and processes for creating, communicating, delivering, and exchanging

offerings that have value for customers, clients, partners, and society at large. The term

developed from the original meaning which referred literally to going to market, as in

shopping, or going to a market to buy or sell goods or services.

The Chartered Institute of Marketing, which is the world's largest marketing body defines

marketing as "The management process responsible for identifying, anticipating and

satisfying customer requirements profitably."

Dealer

Any person who carries on business in purchasing, selling, supplying or

distributing goods and also includes works contractor, company, Co-operative Society,

Broker, Commission Agent, Auctioneer or any other mercantile Agent for the

consideration of cash, commission and deferred payment.

There are two types of dealer such as:

1) Registered dealer.

2) Casual dealer

Wholesaler

A wholesaler buys goods in large quantities from their manufacturers or importers,

and then sells smaller quantities to retailers, who in turn sell to the general public. Many

shops are part of a chain: a number of similar shops with the same name selling the same

products in different locations. The shops may be owned by one company, or there may be

a franchising company that has franchising agreements with the shop owners.

8

Retailer

A retailer buys goods or products in large quantities from manufacturers or

importers, either directly or through a wholesaler, and then sells individual items or small

quantities to the general public or end user customers, usually in a shop, also called store.

Retailers are at the end of the supply chain.

Brand

A brand is a name or trademark connected with a product or producer. Brands

have become increasingly important components of culture and the economy, now being

described as "cultural accessories and personal philosophies

Brand identity

A product identity, or brand image are typically the attributes one associates with a

brand, how the brand owner wants the consumer to perceive the brand - and by extension

the branded company, organization, product or service. The brand owner will seek to

bridge the gap between the brand image and the brand identity.

Brand identity is what the owner wants to communicate to its potential consumers.

However, over time, a products brand identity may acquire (evolve), gaining new attributes

from consumer perspective but not necessarily from the marketing communications an

owner percolates to targeted consumers. Therefore, brand associations become handy to

check the consumer's perception of the brand.

9

INTRODUCTION:

Definition

Individual or firm that buys goods from a producer or distributor for wholesale and/or

retail reselling. Unlike a distributor, a dealer is a principal and not an agent.

The dealer came in to existence when communications were difficult with

consumers and it is found necessary to have a point of distribution. The dealers help the

manufactures by formulating the policy of manufacturers according to the demand and

assist them in securing the markets for their goods. The dealers are also relieving the

manufactures from the necessity of having sales organizations. The manufactures are not

put to the task of collecting and securing orders and the numbers of accounts they have to

open are smaller compared to dealing directly with the consumer.

Dealer generally enters in to forward contracts for supply of goods with the results

the manufactures do not accumulate heavy stocks. The dealers are being close touch with

consumers so they are in position to advice the manufacturer by giving proper feedback

about the customer’s requirements. The dealer occupies a very important specialized

position. He not only assist to the manufacture that also acts as the link in the chain of

distribution between the manufacturer and consumers for which purpose the dealer

maintain efficient and comprehensive organization. The dealer can asses the public

demand and see that marketable goods or manufacturer thus protecting the manufacture

from wasteful and indiscriminate production as well as the consumer against goods which

are neither satisfaction nor dissatisfaction of good value.

10

DEALER’S RELATIONS:

Large manufacturers depends on dealer to sell their products, therefore good

relations are most important to them , every manufactures thus wants to motivate his

distribution channel to sell more of his own products. Here the manufacturer must realize

that dealers are themselves business men and must be viewed as customers and human

beings rather than mechanical entities for flow of his products

The dealer interested in maximizing their profits thus good dealer relations can be

promoted if the manner is fair to his dealers in his behavior for example- salesmen of some

manufactures dump products on dealers through aggressive selling. Thereafter, the dealer

finds stocks are laying at heavy on his hands and he cannot sell those products by

adequately. Advertising products in the area concern the manufacturer should provide his

dealers with promotional literature; he should correspond them as frequently as necessary

to show that the manufacturer is there to help the dealers to sell all and thus makes profit

for themselves. He may offer adequate trade discount, provided display facilitate and even

arrange contests among the dealers to motivate them towards better results. The

manufacture should realize that the company dealers are more important assets. If they are

assisted with promotional help. They will appreciate effort and would be more in demand

to support the company campaigns in advertising

11

DEALER SATISFACTION

Satisfaction in level of persons felt state resulting from company’s products perceives

performance in relational to the person’s expectations. Satisfaction is a function of the

difference between the perceived performance and expectations. Company seeks to win in

today’s market. The must track their declares expectations, perceive company performance

and dealers satisfaction

While assessing the satisfaction level a company must not conclude that it can get

full picture of dealer satisfaction and dissatisfaction by simply running complaints and

suggestions. As some times dealers may feel that their complaints are minor or that they

will be made to feel stupid , or that normally will be offered the results is that the company

has need Lesley lost dealers

Therefore companies instead of using complaints level as measure of dealer’s

satisfaction, obtaining a direct measure of dealer satisfaction of conducting periodic survey

would provide more appropriate measures. The questionnaire can be made to a random

sample of their recent customers

to find out how they fell about various aspects of the company’s performance. They can

also solicit dealers view on the competitor’s performance.

The respondents can be asked to list out problems they have, had with the offer and

to list out improvements they could suggest companies would also ask the respondents to

rate various elements of the offer in terms of the importance of each element and how well

the company has performed

12

Exclusive dealers needed to bring dealers satisfaction. Many dealers like to develop

exclusive channels for their products. The strategy in which the producer allows only

certain concepts to carry its products is called exclusive design when the producer requires

that these dealers should not handle expeditor products its strategy is called exclusive

dealing, both parties benefits from exclusive arrangements.

Exclusive territories should be provided to bring dealers satisfaction.

An exclusive dealer often includes exclusive territorial agreements. The producer may

agree not to sell to others in the area or the buyer may agree in the given area or the buyer

may agree to buy only in their territory. Keeping in mind about the concept and researcher

has taken up a comprehensive study on the dealer’s satisfaction on cements in order to

throw more light on the research topic chosen.

13

INDUSTRY PROFILE

India is the world's second largest producer of cement after China, with cement

companies adding nearly eight million tonnes (MT) capacity in April 2009, taking the total

installed capacity to 219 MT and despatch of 16.65 million tonnes during April 2009. A

few of the leading manufacturers are the UltraTech/Grasim combine, Dalmia Cements,

India Cements, Holcim etc. The cement industry may add 40-45 MT of capacity this fiscal,

a 21 per cent increase over the installed capacity at 212 MT in 2008-09.

With the boost given by the government to various infrastructure projects, road networks

and housing facilities, growth in the cement consumption is anticipated in the coming

years. Another 50 MT capacity is likely to be added this year, according to industry

sources.With almost total capacity utilisation levels in the industry, cement despatches

have maintained a 10 per cent growth rate. Total despatches grew to 170 MT during 2007–

08 as against 155 MT in 2006–07.

Moreover, cement despatches were 18.12 MT in March 2009, showing a growth of 10.35

per cent as compared to 16.42 MT in March 2008. During March 2009, cement production

was 18.10 MT, registering a growth of 10.43 per cent as compared to 16.39 MT in March

2008.Despite concerns of slowdown, led by a change in economic scenario along with

excess supply pressure; the cement industry has ended FY 2008-09 on a strong note.

According to experts, the fourth quarter of the current financial year 2009 will

report a 2-3 per cent growth in margins due to rise in prices and 10-12 per cent year-on-

year growth in sales due to sudden increase in demand this quarter.

14

Technological change

Continuous technological upgrading and assimilation of latest technology has been

going on in the cement industry. Presently, 93 per cent of the total capacity in the industry

is based on modern and environment-friendly dry process technology and only 7 per cent

of the capacity is based on old wet and semi-dry process technology. There is tremendous

scope for waste heat recovery in cement plants and thereby reduction in emission level.

New Investments

Shree Cements will invest almost US$ 244.12 million this year, of which half will

be invested towards setting up two grinding units at Rajasthan and Uttarakhand to

augment its capacity. The other half will be towards the two power plants in

Bangur.

ACC Ltd will spend US$ 575 million on capacity expansion in 2009 and 2010.

ACC is expanding capacity by a third to 30 MT by 2010.

Binani Cement has signed a memorandum of understanding with the Gujarat

government to set up a 2.5 MTPA greenfield cement plant in Gujarat at a cost of

US$ 169.40 million. Binani Cement has also initiated talks with a few foreign

institutional investors (FIIs) to raise US$ 307.99 million for its new projects.

Bheema Cements Ltd is planning to invest US$ 116.42 million in setting up a new

manufacturing line of 1.5 MT capacity at its plant in Andhra Pradesh.

15

Mergers and Acquistions (M&As)

A growing and robust economy was noteworthy in terms of the total number of

mergers and acquisitions (M&A) in India 2007, with the cement sector contributing to 7

per cent to the total deal value.

Holcim strengthened its position in India by increasing its holding in Ambuja

Cement from 22 per cent to 56 per cent through various open market transactions

with an open offer for a total investment of US$ 1.8 billion. Moreover, it also

increased its stake in ACC Cement with US$ 486 million, being the single largest

acquirer in the cement sector.

Leading foreign funds like Fidelity, ABN Amro, HSBC, Nomura Asset

Management Fund and Emerging Market Fund have together bought around 7.5

per cent in India's third-largest cement firm, India Cements (ICL), for US$ 124.91

million.

Cimpor, the Portugese cement maker, paid US$ 68.10 million for Grasim

Industries' 53.63 per cent stake in Shree Digvijay Cement.

CRH Plc, the world's second biggest maker and distributor of building materials,

acquired a 50 per cent stake in My Home Industries Ltd for almost US$ 372.64

million.

Vicat SA, a French cement maker acquired a 6.67 per cent stake in Hyderabad-

based Sagar Cement for US$ 14.35 million.

16

CEMENT INDUSTRY & SERVICES

An Overview

The cement industry is experiencing a boom on account of the overall growth of the

Indian economy. The demand for cement, being a derived demand, depends primarily on

the industrial activity, real estate business, construction activity, and investment in the

infrastructure sector. India is experiencing growth on all these fronts and hence the cement

market is flourishing like never before. Indian cement industry is globally competitive

because the industry has witnessed healthy trends such as cost control and continuous

technology upgradation. Global rating agency, Fitch Ratings, has commented that cement

demand in India is expected to grow at 10% annually in the medium term buoyed by

housing, infrastructure and corporate capital expenditures.

The Indian cement industry is the second largest producer of quality cement, which

meets global standards. The cement industry comprises 130 large cement plants and more

than 300 mini cement plants.The industry's capacity at the beginning of the year 2008-09

was 198.30 million tonnes.

Cement production during April to October 2008-09 was 101.04 million tonnes as

compared to 95.05 million tonnes during the same period for the year 2007-08.Despatches

were 100.24 million tonnes during April to October 2008-09 whereas 94.33 million tonnes

during the same period for the year 2007-08.During April-October 2008-09, cement export

was 1.46 million tonnes as compared to 2.16 million tonnes during the same period for the

year 2007-08.

17

Technological Advancements

Modernization and technology up-gradation is a continous process for any growing

industry and is equally true for the cement industry. At present, the quality of cement and

building materials produced in India meets international standards and benchmarks and can

compete in international markets. The productivity parameters are now nearing the

theoretical bests and alternate means. Substantial technological improvements have been

brought about and today, the industry can legitimately be proud of its state-of-the-art

technology and processes incorporated in most of its cement plants. This technology up

gradation is resulting in increased capacity, reduction in cost of production of cement.

Major Players

The major players in the cement sector are:

Ultratech Cement

Century Cements

Madras Cements

ACC

Gujarat Ambuja Cement Limited

Grasim Industries

India Cements Limited

Jaiprakash Associates and

JK Cements.

Holcim

Lafarge

Heidelberg Cemex

18

Italcementi

COMPANY PROFILE

The organization “Sagar Cements Industries Limited” is a fast growing Indian

industrial group with its corporate head office at Hyderabad and works at Mattampally,

Nalgonda district, located within 35 km from the National Highway No 9 connecting

Vijayawada-Hyderabad in Andhra Pradesh. Sagar Cements Industries is a public limited

company, which is incorporated 1981 15th January at Andhra Pradesh.

The main object of the Company is to manufacture ordinary Portland cement.

The Company's cement is marketed under the brand name Priya Cement

The Company was promoted by Mr. Muni Krishna, Mr. J. Rama Rao and Mr.

Butchaiah.

The Company obtained a mining lease from the Andhra Pradesh Government for

mining limestone over a 1,200 acre area in village peddaveedu, Nalgonda district.

In 1984:

5,100 Shares subscribed for by the signatories to the Memorandum & Articles of

Association. 7,54,800 shares reserved and allotted to promoters, etc., and 4,20,000 shares

reserved and allotted to APIDC. 1,40,000 shares reserved and allotted to the

promoters,P.N. Krishna and J. Rama Rao which were subscribed with the assistances given

from Risk Capital Foundation. 15,30,000 shares offered at par for public subscription

during September-October.

In 1986:

The Government permitted the Company to enhance its licensed capacity to

99,000 tonnes per annum, and accordingly the industrial licence was re-endorsed to permit

maximum utilization of installed capacity. The Company installed some balancing

equipments and machinery with a view to economise and also to improve efficiency.

19

In 1987:

One D.G. set was installed to supplement the available power.

In 1989:

Two more D.G. sets were installed and commissioned in May to maintain the

production at optimum level.

The Company undertook another expansion scheme to enhance the production

capacity to 600 tonnes of clinker and 400 tonnes of cement per day. It was

proposed to set up a new grinding unit at Salur in Andhra Pradesh with an

installed capacity of 600 tonnes of slag cement. An agreement was entered with

Visakhapatnam Steel Plant to supply the required slag to the unit.

In 1990

Necessary land was acquired and orders were placed for core

There is no doubt that it is the cement that brought the revolution in the constructions

industry by converting the conventional construction methods into the most and fast

bonding, assuring longevity. As its contribution to the fast developing modern India, Sagar

Group, Sagar Cements has been playing the major role since 20 years by providing the

cement that speaks for itself.

Now, with the help of most sophisticated technology and the trusted consumers,

our product range is spreading its horizons that declare — our operations have grown to be

among the largest in India. Since we believe progress is a continuous process, we are

committed to become more aggressive and to be called as “The Preferred Cement Supplier

of India”. This progress includes but not limited to high levels of assurance to our

customers, greater financial performance for suppliers and prosperous future to our staff

that can help us to play an even larger role in the community.

20

Location of pl

The first mini plant is located at Mattampally, Nalgonda district, located within 35

km from the National Highway No 9 connecting Vijayawada-Hyderabad. Location of the

plant at Mattampally village has the following advantages.

Cheap availability of the required land.

Abundant water resources.

Proximity of market.

Availability of financial subsidiary.

Plant is near to headquarter.

Well-connected road transport.

Availability of labour.

Salient features of SAGAR CEMENT

High strength and great durability.

A very susceptible saving cost up to 20 - 25% due to low setting

Time.

Superiority quality of cement resulting in a better over all finish.

Stronger bonding with aggregates.

21

SAGAR CEMENT industries limited - quality policy:

To provide customer satisfaction through “Total Quality”.

Develop a strong quality culture at all skill top stay in the front line.

Continues upgrade technology and skill top stay in the front line.

Strive to maintain the environment clear.

Objectives of the company:

The customer satisfaction should me attained by maintaining good

quality.

Types of products produced:

Ordinary Portland Cement: 53 grade  

Ordinary Portland Cement: 43 grade

SRC

IRS T-40 Super grade 

Portland Pozzolona Cement

Portland Slag Cement

22

SAGAR CEMENTS Network :

Dealers

The network of our dealers has been ensuring the fast and easy reach with speedy

feedback. The wide network of our dealers even more ensures that not even a single remote

area is left. Further, We take pleasure to appreciate our most trusted dealers who are

helping us to utilize the full capacity of our plants.

Community Care

We our self and our business is part of the society we do believe in caring the

community. As its efforts, Sagar Cements Limited is actively taking part in developing the

community that needs a helping hand. Let it be laying the good roads or erecting a building

for educational purpose, Sagar Cements Limited was there to support the efforts. From

local voluntary organizations to nationwide relief fund organizations, the company has

contributed to its level best.

PROMOTING INTEREST OF THE COMPANY

Directors and Senior Management Team owe a duty to the company to promote its

legitimate interests when the opportunity to do so arises. They should not use company's

property, information or position for personal gains. All Directors and Senior Management

Team of the company must strive to perform their best at all times.

HEALTH, SAFETY, ENVIRONMENT AND SOCIAL RESPONSIBILITY

23

SAGER CEMENTS LIMITED shall strive to provide a safe and healthy working

environment and comply with all regulations regarding the preservation of the environment

in and around its manufacturing facilities and other points of operations. The companies is

committed to efficient use of natural resources and minimize any hazardous impact of the

development, production, use and disposal of any of its products and services on the

ecological environment.

DEALER SATISFACTION IN SAGAR CEMENTS

Dealer satisfaction is a key ingredient to the success of any business. It is the most

important factor that creates repeated customers. If a dealer is satisfies with one of your

products or services, chances are this dealer will purchase more of your products or

services, which will increase your company revenue. Therefore, in order to have your new

or existing Dealer buy more from you, company should follow techniques to satisfy

Dealers. Dealer satisfaction takes a very important place in Marketing

As much as company thinks about its marketing strategies should help in generating sales,

think about how the same marketing strategies could help in achieving Dealer satisfaction.

There are a lot of elements involved with Dealer satisfaction.

24

The elements which are practicing in sagar cements to satisfy dealers are

Discounts

Quantity turnover discounts

Immediate transportation

Gifts

Discounts

Are reductions to a basic price of goods or services .They can occur anywhere in

the distribution channel.

Sagar cement providing 3/- to 5/- as discounts per cement bag

Quantity turnover discounts

Are incentives for dealers based on the volume of business they sold in particular

specified period.

Immediate transportation

Transportation is the movement of people and goods from one location to another.

Transport is performed by various modes, such as rail, road. Company providing high

speed of transportation to deliver stock to meet in time supply to consumers from dealers

Gifts

A gift or a present is the transfer of something, without the need for compensation

that is involved in trade. A gift is a voluntary act which does not require anything in return.

Even though it involves possibly a social expectation of reciprocity, or a return in the form

of prestige or power.Company offering gold as gift those who make high volume of

business

25

1. Experience in dealership:

a) 1-3 Years b) 4-7 Years c) 8-10 Years d) Above 10 Years

TABLE:

S.No Criteria No. of respondents % of respondents

1. 1-3 years 06 7%

2. 4-7 years 20 25%

3. 8-10 years 38 47%

4. Above 10 years 16 20%

Total 80 100

GRAPH:

1-3 years 4-7 years 8-10 years Above 10

years

0%5%

10%15%20%25%30%35%40%45%50%

Response

% of respondents

INTERPRETATION:

Of about 80 dealers 20% are having above ten years experience and 47% are in the

business of about 8-10 years. The other 25% have 4-7 years of experience and the rest 7%

of the dealers have 1-3 years experience.

26

2. How long you are dealing with SAGAR CEMENTS

a) 1-3 Years b) 4-7 Years c) 8-10 Years d) Above 10 Years

TABLE:

S.No Criteria No. of respondents % of respondents

1. 1-3 years 15 19%

2. 4-7 years 25 31%

3. 8-10 years 32 40%

4. Above 10 years 08 10%

Total 80 100

GRAPH:

1-3 years 4-7 years 8-10 years Above 10 years

0%5%

10%15%20%25%30%35%40%45%

Response

% of respondents

INTERPRETATION:

This table shows the experience of the dealers in dealing with sagar cements. Most

of the dealers, who have experience in their dealership, have the experience in dealing with

sagar cements. 10% of the dealers have sagar cements dealership for above ten years. 8-10

years experienced dealers are up to 40% and 31% have 4-7 years experienced and the rest

19% have up to 3 years experience.

27

3. What is percentage of SAGAR CEMENTS volume in your total business?

a) 24% or less b) 25% - 49% c) 50% - 74% d) 75% or above

TABLE:

S.No Criteria No. of respondents % of respondents

1. 24% or less 25 31%

2. 25%-49% 36 45%

3. 50%-74% 16 20%

4. Above 75% 03 04%

Total 80 100

GRAPH:

24% or less 25%-49% 50%-74% Above 75%0%

10%

20%

30%

40%

50%

Response

% of respondents

INTERPRETATION:

Of about 80 dealers 04% of dealers are having above 75%, 20% of dealers are

having 50%-74%, 45% of dealers are having 25%-49% and remaining 31% of dealers are

having 24% or less volume in there total business with sagar cements respectively.

28

4. Which factors motivated you in choosing SAGAR CEMENTS dealership?

a) Promotional scheme b) Quality c) Company profile d) Discount e) Demand

TABLE:

S.No Criteria No. of respondents % of respondents

1. Promotions 12 15%

2. Quality 20 25%

3. Company image 03 4%

4. Discount 38 47%

5. Demand 17 21%

Total 80 100

GRAPH:

Promo-tions

Quality Company image

Discount Demand0%

10%

20%

30%

40%

50%

Response

% of respondents

INTERPRETATION:

About 25% of the dealers are dealing with sagar cements for its quality, 21% for

demand, 47% for Discount, 15% of dealers are dealing for promotional activities and

remaining 4% are dealing by seeing company profile.

29

5. Are you dealing with any other cement?

a) Yes b) No

TABLE:

S.No Criteria No. of respondents % of respondents

1. YES 62 77%

2. NO 18 23%

Total 80 100

GRAPH:

YES77%

NO23%

Response

INTERPRETATION:

About 77% of the dealers are dealing with other companies and 23% deal only

sagar cements.

30

6. Which of the following is the fastest moving grade in SAGAR CEMENTS?

a) OPC 53 b) OPC 43 c) PPC d) IRS T-40 Super e) PSC

TABLE:

S.No Grades No. of respondents % of respondents

1. OPC 53 35 44%

2. OPC 43 17 22%

3. PPC 19 23%

4. IRS T-40 SUPER 05 06%

5. PSC 04 05%

Total 80 100

GRAPH:

OPC 53 OPC 43

PPC IRS T-40 SUPER

PSC0%

10%

20%

30%

40%

50%

Response

% of respondents

INTERPRETATION:

About 44% of dealers are saying that OPC53 is the fastest moving brand in the

market, 23% of dealers goes with PPC, 22% of dealers goes with OPC 43, 06% 05% of

dealers goes with IRS T-40,PSC grades respectively.

31

7. Which brand is considered to be the toughest competition for SAGAR

CEMENTS?

a) RASSI b) KCP c) KAKATHIYA d) DECCAN e) BHEEMA f) AMBUJA TABLE:

S.No Competitors No. of respondents % of respondents

1. RASSI 03 4%

2. KCP 21 26%

3. KAKATHIYA 30 38%

4. DECCAN 08 10%

5. BHEEMA 02 02%

6. AMBUJA 16 20%

Total 80 100

GRAPH:

RASSI

KCP

KAKATHIYA

DECCAN

BHEEMA

AMBUJA0%5%

10%15%20%25%30%35%40%

Response

% of respondents

INTERPRETATION:

The toughest competition for SAGAR CEMENTS is found to be Kakathiya cements.

About 38% of the dealers are saying that Kakathiya cements is the toughest

competitor,26% is for KCP ,20% for Ambuja,10% is for deccan,04% is for Rassi,02% is

for Bheema cements

32

8. Which promotional activity of SAGAR CEMENTS is having major influence in you? a) Discount b) Gift c) Prize d) Offers

TABLE:

S.No Promotions No. of respondents % of respondents

1. Discounts 34 43%

2. Gifts 16 20%

3. Prizes 21 26%

4. Offers 09 11%

Total 80 100

GRAPH:

Discounts Gifts Prizes Offers0%5%

10%15%20%25%30%35%40%45%50%

Response

% of respondents

INTERPRETATION:

Most of the dealers are influenced by the discount offering to s them. Hence the

43% of the dealers are influenced by Discounts,26% are influenced by Prizes, 20% are

influenced by Gifts, 11% are influenced by Offers provided by sagar cements.

33

9. Which of the following media advertising are consider to be more effective a) Print media b) Electronic media c) Radio d) Out door Advertisement

TABLE:

S.No Modes No. of respondents % of respondents

1. Print media 18 22%

2. Electronic media 25 32%

3. Radio 13 16%

4. Outdoor adds 24 30%

Total 80 100

GRAPH:

Print media Electronic media

Radio Outdoor adds

0%5%

10%15%20%25%30%35%

Response

% of respondents

INTERPRETATION:

Most of the dealers says that Electronic media, Outdoor advertisement is the

effective media, About 32% of dealers says that Electronic media is more effective,30% of

dealers goes with Outdoor advertisement,22% of dealers goes with print media and

remaining 16% for Radio.

34

10. Rate the promotional activities taken up by SAGAR CEMENTS

a) Very good b) Good c) Satisfactory d) poor

TABLE:

S.No Promotional

ActivitiesNo. of respondents % of

respondents1. Very good 19 24%

2. Good 31 25%

3. Satisfactory 25 31%

4. Poor 05 06%

Total 80 100

GRAPH:

Very good28%

Good29%

Satisfac-tory36%

Poor7%

Response

INTERPRETATION:

The promotion activities carried out by sagar cements is found to be satisfactory.

About 31% of the dealers satisfied and 25% of the dealers found is good. 06% dealers are

dissatisfied and the rest 06% of the dealers are reporting poor. The promotion activities are

can be still improved according their opinion.

35

11. Do you think price of SAGAR CEMENTS is same compared to other brands?

a) Yes b) No

TABLE:

S.No Criteria No. of respondents % of respondents

1. Yes 39 49%

2. No 41 51%

Total 80 100

GRAPH:

YES49%

NO51%

Response

INTERPRETATION:

Of about 80 dealers,49% of dealers are saying that sagar cement price is same and

remaining 51% of dealers said that price of other brands differs from sagar cement.

36

12. Rate the quality of SAGAR CEMENTS

a) Very good b) Good c) Satisfactory d) poor

TABLE:

S.No Criteria No. of respondents % of

respondents1. Very good 27 34%

2. Good 32 40%

3. Satisfactory 19 24%

4. Poor 02 02%

Total 80 100

GRAPH:

Very good34%

Good40%

Satisfactory24%

Poor2%

Response

INTERPRETATION:

About 34% of the dealers rated very good toward the quality of sagar cements,40%

of dealers rated good,24% of dealers rated satisfied and remaining 02% rated poor toward

quality of sagar cements.

37

13. Rate the quality of SAGAR CEMENTS with reference to the price

a) Very good b) Good c) Satisfactory d) poor

TABLE:

S.No Criteria No. of respondents % of respondents

1. Very good 25 31%

2. Good 31 39%

3. Satisfactory 18 22%

4. Poor 06 08%

Total 80 100

GRAPH:

Very good31%

Good39%

Satisfactory22%

Poor8%

Response

INTERPRETATION:

About 39% of the dealers rated good toward the quality of SAGAR CEMENTS

with reference to the price, 31% of dealers rated very good, 22% of dealers rated

satisfactory and the remaining 08% of dealers rated poor toward the quality of SAGAR

CEMENTS with reference to the price.

14. Whether the expected quantity of SAGAR CEMENTS is supplied to you

38

in time? a) Yes b) No

TABLE:

S.No Criteria No. of respondents % of respondents

1. YES 54 68%

2. NO 26 32%

Total 80 100

GRAPH:

YES68%

NO32%

Response

INTERPRETATION:

Of about 80 dealers,68% of dealers are satisfied with the supply of sagar cements

with in time and remaining 32% are dissatisfied.

15. What do you feel about the employees dealing with you in SAGAR

39

CEMENTS?

a) Highly satisfied b) Satisfied c) Average d) Dissatisfied

TABLE:

S.No Criteria No. of respondents % of respondents

1. Highly satisfied 03 4%

2. Satisfied 30 38%

3. Average 21 26%

4. Dissatisfied 08 10%

Total 80 100

GRAPH:

Highly satis-

fiedSatisfied Average Dissatisfied

0%5%

10%15%20%25%30%35%40%

Response

% of respondents

INTERPRETATION:

About 38%of the dealers feel average toward the employee dealing with them in

the company,26% are just satisfied,4% are highly satisfied and remaining 10% are

dissatisfied with the employees in the company.

40

16. What form of support you need from SAGAR CEMENTS?

a) Promotional scheme b) Sales follow up c) In time delivery d) Credit facilities

TABLE:

S.No Criteria No. of respondents % of respondents

1. Promotional schemes

29 36%

2. Sales follow up 12 15%

3. In time delivery 23 29%

4. Credit facilities 16 20%

Total 80 100

GRAPH:

Promotional

schem

es

Sales

follo

w up

In time deli

very

Credit f

aciliti

es0%

15%

30%

Response

% of respondents

INTERPRETATION:

Most of the dealers want the support of promotional activities, about 36% of

dealers want the support of promotional activities, 29% of dealers wants the support of In

time delivery, 20% of dealers wants the support of credit facilities, and remaining 20% of

dealers wants the support of sales follows.

41

17. What is the overall rating you give to SAGAR CEMENTS?

a) Very good b) Good c) Satisfactory d) poor

TABLE:

S.No Criteria No. of respondents % of respondents

1. Very good 24 30%

2. Good 33 41%

3. Satisfactory 19 24%

4. Poor 04 05%

Total 80 100

GRAPH:

Very good30%

Good41%

Satisfactory24%

Poor5%

Response

INTERPRETATION:

About 41% of the dealers rate good toward the employee dealing with them in the

company, 26% are just satisfied, 4% are highly satisfied and remaining 10% are

dissatisfied with the employees in the company.

42

18. Do you recommend SAGAR CEMENTS to your customers? a) Yes b) No

TABLE:

S.No Criteria No. of respondents % of respondents

1. YES 76 95%

2. NO 04 05%

Total 80 100

GRAPH:

YES95%

NO5%

Response

INTERPRETATION:

About 95% of dealers recommend to their customers about sagar cements and

remaining 5% of dealers do not recommend sagar cements to their customers.

43

19. Do you have any complaints about SAGAR CEMENTS?

a) Yes b) No

TABLE:

S.No Criteria No. of respondents % of respondents

1. YES 23 29%

2. NO 57 71%

Total 80 100

GRAPH:

YES29%

NO71%

Response

INTERPRETATION:

About 71% of dealers are not having any complaints with sagar cements and

remaining 29% or dealers are having some complaints with sagar cements.

44

20. Do you have any suggestions to improve the packing, promotional

activities, Quality, price of SAGAR CEMENTS?

a) Yes b) No

TABLE:

S.No Criteria No. of respondents % of respondents

1. YES 36 45%

2. NO 44 55%

Total 80 100

GRAPH:

YES45%

NO55%

Response

INTERPRETATION:

About 45% of the dealers have suggestions to improve their packing. Their

suggestions are wider about promotional activities, gifts, special offers, in time delivery of

cement bags. The rest 55% of the dealers are satisfied with what they are offering in sagar

cements.

45

Findings:

Most of the dealers have 8-10 years of experience in dealership among that they are

dealing with sagar cements in between 4-7 years.

The total volume of sagar cements in dealer’s total business is between 25%-49%.

The major promotional factor influenced the dealers to choose sagar cements

dealership are Discounts.

The fastest moving grade in sagar cements is Ordinary Portland Cement 53.

Most of the dealers also deal with other brands to satisfy the need of various

customers.

According to dealers outdoor advertisement and electronic media are consider to be

more effective to promote sagar cements.

The major support required to dealers are Promotional schemes and ‘in time

delivery’.

At overall, most of the dealers rated sagar cements as Good.

Suggestions:

46

Dealers should be encouraged through arranging special meetings.

Most of the dealers suggested for non-sticky cement packing.

Promotional activities should be improved like discounts, gifts, prizes etc.

As media impact is more, so company should go for more advertisements in mass

media and out door advertisements to promote their brand.

Employees of sagar cements should deal gently towards dealers as they are direct

customer to company.

In time delivery should be improved.

Improve awarding the dealers who make the highest turnover yearly

Regular feedback should be improved.

CONCLUSIONS

47

SAGAR CEMENTS is one of the fast moving brands in Andhra Pradesh. The

company is holding a good market share which is the result of efforts made by the

company management and the executives.

From the market survey we can conclude that:

Supply and quality factors are fetching to the movement of brand.

The company is having a good dealer network and it is maintaining good

relations with them i.e., the service rate of the company is good.

The price of Sagar cement is matching with the quality of the cement

With the ideal promotional strategies and increasing the satisfactory level of

the dealers the company can glow and become a market leader in the future.

By using different concepts of advertisement in media they attaining the

concentration of customers.

48