Presented by:Presented by:

Kushal ParikhKushal ParikhRoll # - B - 37Roll # - B - 37

Batch 2008 - 2010Batch 2008 - 2010

Gujarat Machinery Manufacturers Limited established on 17th November 1962.

Since then the company has specialised in the design and manufacture of chemical and pharmaceutical process equipment.

The company’s registered office as well as manufacturing unit is located at Vithal Udyognagar, Anand Sojitra road at Karamsad.

The company’s principal activity is manufacturing of corrosion resistant glass lined equipment, used primarily in the chemical, pharmaceutical and allied industries.

It is also making non-glass lined equipments, such as filters, Agitated Nutch Filters, Filter Driers and Wiped Film Evaporators (WFE).

GMM selected no.1 company in the world i.e. Pfaudler and entered into technological as well as financial collaboration with them.

All divisions of GMM Pfaudler ltd. are TUV ISO9001 certified. The company also holds the U stamp certification for making equipment by AD Markblatter.

The company has enjoyed monopoly for many years and had market share of 95%. Today even in this competitive environment, it enjoys a 65% market share in glass lined equipment.

My shop floor visits in glass lined reactor system plant gives me the opportunity to learn about working environment within the company. From this I come to know the products and their manufacturing process.

Apart from manufacturing process and product I found motivational statements on the shop floor. “Think like customer Act like Owner” “Quality is our best salesman” “Our target is to produce 100 vessels per month.”

Market SegmentMarket Segment Chemical Petro-chemical Agro chemical and fertilizers Synthetic fibbers and dyes Oil and gas refinery Pharmaceuticals

Marketing Activities at GMM PfaudlerMarketing Activities at GMM Pfaudler As describe earlier GMM Pfaudler Ltd. product range is divided in two

division. Glass lined division Non glass lined division

Marketing activities in both of these divisions are handled out very differently. However, some of the marketing activities are carried out as per company as whole. In glass lined division the products are standardised In non glass lined division the products are not standardised

AdvertisingAdvertising

Advertisement in Local newspapers and journals Exhibitions Others

Direct Presentation Company Website

Sales PromotionSales Promotion Special discount for regular customers

Pricing Policy Pricing Policy Difference in price for standard and non standard products

Marketing ResearchMarketing Research Service team get the customer feedback by customer feedback form

Problem StatementProblem Statement To identify customer satisfaction for the B2B products selling industry

PurposePurpose This research is done to identify position of the company for the

customer satisfaction level in the mindset of the customers.

BenefitsBenefits Improves Business Improves Customer Relationships Helps in future business expansion

AssumptionsAssumptions The feedback is given by the responsible person from the product user. The customer satisfaction form is understood by the client properly.

Prepared QuestionnairePrepared Questionnaire

Customer Satisfaction Form.xls

SamplingSampling:

Sample size in our project is: 36.

We take sample from Ahmedabad and Baroda region only. This region includes the population of around 350 customers.

Data CollectionData Collection used two methods of data collection.

In person Internet

Five companies are visited in person and the questionnaire is filled up in front of researcher. Other forms are send via email which forms were prepared for internet with special interest.

It also shows that all the parameters are properly filled and there is no missing parameter in any of the form.

There is no variable which is out of range.

SPSS AnalysisSPSS Analysis

Analysis Case Processing Summary

Unweighted Cases N Percent

Valid 36 100.0

Excluded Missing or out-of-range group codes

0 .0

At least one missing discriminating variable

0 .0

Both missing or out-of-range group codes and at least one missing discriminating variable

0 .0

Total 0 .0

Total 36 100.0

General AnalysisGeneral AnalysisFACTORS RESPONSIBLE FOR THE PERFORMANCE OF THE FIRM: Interaction of Staff Members

Ease of contacting the person you needed. Clarity of information provided. Response time to attain the inquiry.

Quality of Staff Members Relevant knowledge of staff you directly dealt with. Courtesy of staff. Helpfulness of the staff. Treated you as valuable customer. Service engineer equipped with adequate tools.

 Delivery

Time taken to deliver the ordered material. Delivery commitment provided by the company. Packaging of products.

 After Sales Support 

Response time taken to attain service complain. Troubleshoot ability of the service engineer.

 Technical Aspect 

Design and Engineering of Product. Product Manufacturing. Product Life span / Reliability. Product Price. Products training for hassle free operation.

1= EASE OF CONTACTING THE PERSON YOU NEEDED2= CLARITY OF INFORMATION PROVIDED3= THE TIME TAKE TO RESPOND THE INQUIRY

Here in this communication attribute each parameter 1, 2 & 3 mean values are 3.2 to 3.7.

These values shows that communication within the company is between Good and Average scale.

Specifically, Clarity of information provided is of good quality as per the customer responses.

1= RELEVANT KNOWLEDGE OF STAFF YOU DIRECTLY DEAL WITH

2= COURTESY OF STAFF

3= HELPFULNESS OF STAFF

4= STAFF TREATED YOU AS VALUABLE CUSTOMER

5= SERVICE ENGINEER EQUIPPED WITH ADEQUATE TOOLS

Here, Mean of all parameters value is around 3.5.

This shows that Quality of staff member is little above average.

In that relevant knowledge of staff and courtesy of staff is of good rating.

In most of the opinion customer want service engineer more equipped.

1= TIME TAKEN TO DELIVER THE ORDER

2= COMMITMENT OF TIME PROVIDED BY COMPANY

3= PACKAGING OF PRODUCTS

Large fluctuation is there between the parameters of this attribute.

The overall rating of time taken to deliver the order and commitment of time provided by company

is of definite not satisfactory level.

Company definitely needs to improve in this particular aspect.

While most of the customer feels that packaging of product is of satisfactory level.

1= RESPONSE TIME TAKEN TO ATTAIN THE SERVICE COMPLAIN

2= TROUBLESHOOT ABILITY OF SERVICE ENGINEER

After sales support of company is of average rating.

Both troubleshoot ability of service engineer and response time taken too attain the service complain.

1= DESIGN AND ENGINEERING OF PRODUCT

2= PRODUCT MANUFACTURING

3= PRODUCT LIFE SPAN/RELIABILITY

4= PRODUCT PRICE

5= TRAINING FOR PRODUCT OPERATION

Company up to most of the extent is able to satisfy their customer with its technical aspects.

However, company has to improve its product pricing because the mean of this is between

average and not satisfactory level.

1- NONE

2- ONCE

3- MORE THAN ONCE

As shown in above pie chart 25% of company experience the product failure more than once.

So, here is the area of improvement for organization to bring it down.

However, 75% of the customer not experience the failure or experience it only once which is acceptable in this kind of critical engineering product.

Company want to improve this value.

1 – IMPROVED2 – NOT CHANGE3 -- DECLINE

Most of the customers give their opinion that there is no change in service quality of company in last 12 months.

While 25% customers believe that service quality level in last 12 months decline.

So, company has to satisfy their customers in service quality.

SEGMENT 1: PERCENTAGE OF CUSTOMERS ABOVE 7 YEARS – 41.7 %.SEGMENT 2: PERCENTAGE OF CUSTOMERS UP TO 7 YEARS – 58.3 %.

We got some interesting analysis through this relationship. Segment 1 in which customers are above 7 years they are more satisfy with the company than those of the segment 2 companies.

The customers of segment-2 have mean of 2.8 while customers of Segment-1 have mean of 3.1. This difference clearly specify the relationship of customer satisfaction and customer loyalty.

Specially they are more satisfy with the after sales support.

Few Common Suggestions from Few Common Suggestions from customerscustomers

We get some common suggestion from organization customers through our open ended question in questionnaire.

The suggestions are: As per company’s customer Dresser-Rand India Pvt. Ltd. the

critical improvement is needed in documentation of order. Documentation of company is poor and needed to improve.

The other suggestion is about to improve paint quality of company’s product.

Few customers specifically suggest to somewhat improve in quality of glass lined product.

Some customers need improvement in area of delivery and transportation.

Overall analysisOverall analysis::  Overall if we look at the response it is good for the firm. Almost

all the factors which are responsible for the progress of the firm performs good but few factors like delivery time and after sales support needs to be implemented to establish good relations with the clients and to keep growing in this business. If we look at the responses that are given by the firms almost firms will give the average response in this kind of survey because the firm is B2B and B2C and there is not possible to do perfect engineering of any instrument.

As per the advice given by my training guide, failure is not always due to the product manufacturing or design of company. But in many cases it’s due to negligence in operation. Then also it causes dissatisfaction among customers.

RecommendationRecommendation

Delivery commitment and time taken for delivery

Questions??Questions??