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To Study The Dealer Satisfaction Level Of Meghalaya Cements Limited

PRESENTED BY –

DIDWM KUMAR BRAHMASCHOLAR NO. : 14-50-1243RD SEMESTER , MBADEPARTMENT OF MANAGEMENT STUDIES NIT , SILCHAR

Faculty Guide -

Mr. Vivek PathakAssistant Professor Department of Management StudiesNIT , Silchar

2PRESENTATION FLOW

COMPANY PROFILE ABOUT THE TOPIC ANALYSIS ON DEALER SATISFACTION LEVEL RESEARCH METHODOLOGY FINDINGS SUGGESTIONS CONCLUSION

3COMPANY PROFILE

MCL is professionally managed Company promoted by PRITHVI GROUP. Started its commercial production in April , 2006 with its plant capacity

of 900 TPD located at Lumshnong in Jaintia Hills district of Meghalaya . In 2011 , MCL established another production plant in Amingaon ,

Assam with 10MW Captive Power Plant. It presently produces about 3600 TPD of cement and has clinkerization

capacity of 2600 TPD of clinker. The plant runs on advanced dry process rotary kiln technology with

twin multi-staged pre heater and automized through DCS system.

4CONTINUED... Currently , MCL produces three types of cement :

1. 43 Grade OPC IS No. 12269:1987 vide license no. CM/L52654652. 53 Grade OPC IS No. 8112:1989 vide license no. CM/L52653643. Fly Ash based PPC IS No. 1489 (Part I) vide license no. CM/L5265463

Presently MCL have three office :1. Registered Office , Lumshnong , Meghalaya .2. Sales & Marketing Office , Guwahati , Assam .3. Kolkata Office , Salt Lake City , Sector-1 , West Bengal .

5CONTINUED...PROMINENT PERSONALITIES OF MCL :

KAILASH LOHIA

CHAIRMAN

BIJAY KUMAR GARODIAVICE CHAIRMAN

MAHENDRA AGARWALAMANAGING DIRECTOR

RAMWATAR AGARWALADIRECTOR

6ABOUT THE TOPICA dealer is any person who carries on business in purchasing , selling , supplying or distributing goods for the consideration of cash , commission and deferred payment.Types of dealers :1) Registered dealer2) Casual dealerSatisfaction is a function of the difference between perceived performance and expectations . A company seeking to win in today’s market must track their dealers expectation , perceive company’s performance and dealers satisfaction .In the market , movement of cement largely depends on the dealer’s promotion , contractors awareness and advice to the customers .

7CONTINUED...

Dealer is one of the key person who can affect the movement of a particular brand of cement . Thus the marketer needs to have a thorough information regarding the dealer satisfaction on different factors . Factors that influences the dealer satisfaction are :1) Product quality2) Service3) Supply4) Promotional activities5) Trade margin

8CONTINUED...

The study is an attempt to analyse the satisfaction level of the dealer regarding various factors associated with Meghalaya Cements Limited and the brand preference by the dealers . This helps the marketers of MCL to estimate the market position , demand of the product and take steps for the expansion of the business .

9ANALYSIS ON THE FACTORS AFFECTING DEALER SATISFACTION

PRICING : The study from Herrmann et al. (2007), which concluded that satisfaction is directly influenced by price perceptions, albeit indirectly, through the perception of price fairness. The price fairness itself and the way it is fixed and offered have a great impact on satisfaction i.e; clients’ satisfaction levels are affected by how much you charge them. EXAMPLE : If we are billing them a premium price (more than competitors will), they will expect a premium offering: faster response times and priority service.Alternatively, if we offer a budget pricing option, the clients’ expectation will be lower because they perceive the price to not include all the added benefits .

10CONTINUED...

PRODUCT QUALITY : An increase in perceived price of a product , it did lead to increased taste or service expectation. Thus it can be concluded that higher satisfaction is based not only on real quality, but also the price as people see it is an indicator of product quality.EXAMPLE : If we are charging a premium, we will need to deliver a premium service to ensure satisfaction. Anything below that will result in poor satisfaction.

11CONTINUED... SUPPLY : It is an important part of any business , for any business to

grow in the competitive market , it should ensure that its supply of the products or goods is very effective and on time basis .EXAMPLE : 1. A dealer having a short of stock in his warehouse .

2. A dealer having a full stock .

SUPPLIER MANAGEME

NTMATERIAL FLOW / INFORMATION FLOW CUSTOMER

MANAGEMENT

DELIVERYSCHEDULE OR RESOURCES

STOCK DEPLOYMENTCONVERSION

12CONTINUED...

PROMOTIONAL ACTIVITIES : The sale of the product largely depends on how much the company is doing for its brand promotion with respect to its competitors in the market . The company wishing to build stronger dealer satisfaction should emphasize on involving the dealers in the promotional activities instead of confining to itself .EXAMPLE : Use of mass media , hoardings at dealers place , CSR activities etc .

13CONTINUED...

TRADE MARGIN AND BONUSES : It is fact that every individual or group or company wants to excel or grow their business . A company having dealers in various locations of the market should provide adequate and reasonable trade margin and bonuses .EXAMPLE : Travel trips , Valuable coins , Sales based bonuses etc.

14RESEARCH METHODOLOGYThe study is a survey based method . The primary data is collected by personal interviews through structured questionnaires for knowing the dealer satisfaction and product demand in the market . For the purpose of the study the MCL dealers were selected and interviewed. The secondary data is collected from the books , magazines , journals and websites .

RESEARCH DESIGN : Descriptive and Explorative type of Research . METHOD OF DATA COLLECTION :

Primary data were collected by face to face interview with the help of well structured schedule and secondary data were collected from books , magazines and journals and websites .

 

15CONTINUED...

BRANDS UNDER STUDY : Topcem cement , Dalmia cement andStar cement .

ANALYSIS TECHNIQUE : The data collected from the respondents were analyzed using standard

statistical methods and techniques . Pie charts and Bar diagrams were used to reach at the conclusion . Findings were made on the basis of analysis . Recommendations were made on the basis of findings drawn from various data collected .

16FINDINGSA. CUSTOMER PREFERENCE

BRANDS No. OF RESPONDENTS

% OF RESPONDENTS

STAR CEMENT 8 42.10 %TOPCEM CEMENT 7 36.80 %DALMIA CEMENT 4 21.10 %TOTAL 19 100 %

4

7

8

CUSTOMER PREFERENCE

DALMIA CEMENTTOPCEM CEMENTSTAR CEMENT

17CONTINUED...B. PRODUCT DELIVERY AND AVAILABILITY

RESPONSE No. OF RESPONDENTS

% OF RESPONDENTS

VERY SATISFIED

6 31.50 %

SATISFIED 9 47.40 %NEUTRAL 4 21.10 %DISSATISFIED 0 0.00 %TOTAL 19 100 %

VERY S

ATISF

IED

SATIS

FIED

NEUTR

AL

DISSAT

ISFIED

0.00%20.00%40.00%

PRODUCT DELIVERY AND AVAILABILITY

PRODUCT DELIVERY AND AVAIL-ABILITY

18CONTINUED...C. AFTER SALES SERVICES

FEEDBACK No. OF RESPONDENTS

% OF RESPONDENTS

VERY SATISFIED

4 21.10 %

SATISFIED 7 36.90 %NEUTRAL 6 31.60 %DISSATISFIED 2 10.40 %TOTAL 19 100 %

21.10%

36.90%31.60%

10.40%

AFTER SALES SERVICES

VERY SATISFIEDSATISFIEDNEUTRALDISSATISFIED

19CONTINUED...D. PRICE RATE OF TOPCEM CEMENT

RATE RESPONSE

No. OF RESPONDENTS

% OF RESPONDENTS

VERY HIGH 4 21.10 %HIGH 8 42.10 %SAME 7 36.80 %LOW 0 0.00 %TOTAL 19 100 %

VERY HIGH

HIGH SAME LOW0.00%5.00%

10.00%15.00%20.00%25.00%30.00%35.00%40.00%45.00%

PRICE RATE RESPONSE

PRICE RATE RESPONSE

20CONTINUED...E. TRADE MARGIN AND BONUSES

RESPONSE No. OF RESPONDENTS

% OF RESPONDENTS

VERY SATISFIED

4 21.10 %

SATISFIED 10 52.63 %NEUTRAL 2 10.53 %DISSATISFIED 3 15.79 %TOTAL 19 100 %

21.05%

52.63%

10.53%

15.79%

SATISFACTION LEVEL ON TRADE MARGIN AND BONUSES

VERY SATISFIEDSATISFIEDNEUTRALDISSATISFIED

21CONTINUED...F. TRADE PROMOTION OF MCL

RATINGS

No. OF RESPONDENTS

% OF RESPONDENTS

5 POINTS

6 31.60 %

4 POINTS

8 42.10 %

3 POINTS

4 21.10 %

2 POINTS

1 5.20 %

TOTAL 19 100 %

31.60%

42.10%

21.10%

5.20%

BUSINESS PROMOTION OF MCL

5 POINTS4 POINTS3 POINTS2 POINTS

22SUGGESTIONS MCL should emphasize on the retention of the customers by implementing

different schemes . Different relationship building schemes for the dealers should be availed time

to time with respect to sales output . Number of dealers should be increased to penetrate into the unexplored

market. Sale promotional activities should not be limited to the company but should

be extended to the dealers . The company should emphasize on frequent surveys instead of limiting to

complaints reprisal . The company should go for more advertisements in mass media and outdoor

advertisements to promote their brand .

23CONCLUSIONTOPCEM cement is one of the fastest moving brand in the entire North-Eastern region and is holding a good market share which is the result of the efforts made by company management and its executives .From the market survey it can be concluded that :1) The company is having a good service rate and has strong dealer relationship .2) Supply and quality factors are fetching to the movement of brand .3) The trade margin and bonuses is very satisfactory to the dealers .4) The company is maintaining a good dealer relationship by providing an effective product delivery .

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THANK YOU