A REPORT ON ULTRATECH VENDORS SATISFACTION SURVEY

SUBMITTED BY GAGANDEEP SINGH SANDHU ENROLLMENT NUMBER: 12BSP0397 IBS PUNE

A REPORT ON ULTRATECH VENDORS SATISFACTION SURVEY By Gagandeep Singh Sandhu Enrollment Number - 12BSP0397 A report submitted in partial fulfillment of the requirements of MBA Program of IBS PUNE Distribution List: Faculty Guide Name: Prof. Mohan Krishnan Company Guide Name: Ganesh Gaikwad METRIC GLOBAL Project Code 750 Date of Submission: 08/05/2013

Table of Content
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Authorization Acknowledgment Executive Summary

III IV V 1 2 3 4 5 69 10 11 11

Introduction 1.1 Objective and Assumptions 1.2 Methodology 1.3 Limitations 1.4 Data collection and Interpretation

2. 3. 4. 5.

Main Text Questionnaire Conclusion References

AUTHORIZATION

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The report has been prepared under the guidance of Mr. Ganesh Gaikwad (Company Guide) of Metric Global and Prof. Mohan Krishnan (Faculty Guide) of IBS Pune.

This report is submitted as partial fulfillment of the requirement of MBA Program of IBS Pune.

Date: 8/05/2013

ACKNOWLEDGEMENT
Its a pleasure to acknowledge all those whose inspiration helped me in my Summer Internship program.

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I feel privileged to be associated with Metric Global. I am extremely thankful to Dr. Anand Karandikar (Chairman), Ganesh Gaikwad (Manager) and Prof. Mohan Krishnan (IBS Pune) for giving me the opportunity to undertake UltraTech project in Marketing Research and for their overall support, valuable guidance, astute judgment, constructive criticism and an eye for perfection without which this project would not have been in its present shape. I would also like to thank all the employees of Metric Global, Pune for the support provided by them.

EXECUTIVE SUMMARY

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Metric Global is an independent market research and consultancy firm specializing in the area of customer satisfaction measurement and monitoring. Metric Global has many clients around the globe. I am fortunate to be a part UltraTech Vendors satisfaction project given by Metric Global. UltraTech Vendors satisfaction Survey project is a project, where I had to visit and interview UltraTech existing vendors from different regions across the country and ask them to fill the questionnaire which is provided by the Metric Global. The questionnaire is designed with MOSTER (Monitoring Satisfaction to Ensure Retention) stakeholder delight management model. Metric Global had given me two types of questionnaires: a) Primary Vendors Satisfaction Questionnaire for UltraTech primary vendors and b) Secondary Vendors Satisfaction Questionnaire for UltraTech secondary vendors. Attributes list and addresses of both the primary and secondary vendors were also provided to me to gather relevant data of the respondent vendor. First, I had to take an appointment from all the vendors whom I had to visit for the survey and after fixing the appointment I had to visit the vendors office personally and ask them to fill up the questionnaire. From this UltraTech Vendors satisfaction Survey, I can interpret that most of the vendors are delighted to be associated with the company UltaTech.

INTRODUCTION

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Metric Global is an independent market research and consultancy firm specializing in the area of customer satisfaction measurement and monitoring. Metric was established in 1989 and in a brief span, it has emerged as a leading Consultancy firm and carved out a special position for itself as a source for value added research. It is the only Indian Market research firm to have developed proprietary research models. Metric Global has many clients across the globe. Ultratech is amongst one of them and I am fortunate enough to work with UltraTech on Vendors Satisfaction project given by Metric Global. As we know, UltraTech Cement, India's largest and the world's 10th largest manufacturer of cement, one of India's largest producers of RMC and the nation's largest producer of white cement has been instrumental in Indias rapid infrastructural growth. Its state-of-the-art manufacturing facilities produce products and services that have aided growth not only in urban areas but also in the rural interiors of the country. UltraTech as a brand is an embodiment of strength and reliability. These traits have inspired engineers to further use their imagination, which has resulted in a more extensive realm of possibilities. UltraTech Cement Limited was formed effective July 2004, with the demerger of Cement Division from Larsen & Toubro Limited, and was taken over by the Aditya Birla Group and got merged into Aditya Vikram Birla Group of Industries. UltraTech Cement Limited is a technology driven company with leading edge capabilities in fields related to infrastructure and basic industries. In terms of main stream criteria viz., sales, profit, assets and market capitalization, UltraTech Cement Limited ranks among top ten in India's private sector. The company is also ranked high by less tangible yardsticks such as intellectual capital and brandworth.

OBJECTIVE OF THE PROJECT

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The purpose of the project is to know the satisfaction level of UltraTech Vendors. This survey shows how much vendors of UltraTech are satisfied from UltraTech. Project focuses on UltraTech Vendors for the behavior in terms of UltraTech as a Brand. Analyzing and comparing the prevailing competitors of UltraTech. Major concern for UltraTech is to retain its market share.

ASSUMPTIONS OF THE PROJECT

This study was based on the following assumptions: 1. It was assumed that email addresses for vendors were current and valid. 2. It was assumed that participants would respond honestly and to the best of their knowledge. 3. It was assumed that participants who responded actually participated in the event. 4. It was assumed that participants gave accurate numbers regarding distribution.

METHODOLOGY USED FOR THE PROJECT

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Metric Global has emerged as a leading Consultancy firm and carved out a special position for itself as a source for value added research. It is the only Indian Market research firm to have developed proprietary research models or methodology. For UltraTech Vendors Satisfaction Survey, Metric Consultancy decided to go for MOSTER (Monitoring Satisfaction to Ensure Retention) stakeholder delight management model or method. MOSTER is based on two dimensional theory models. This model is also known as Kanos model. Kanos model, which provides a two-dimensional view of quality, is a very useful tool to identify which customer requirements of a particular product or service might be more than the proportional satisfaction to customers. Importance - Performance Analysis can be applied to identify the strengths and weaknesses quality attributes from customers viewpoints by simultaneously evaluating importance and performance. The proposed perceived ImportancePerformance Analysis provides much more useful information that allows the decision maker to classify the quality attributes into different categories and prioritize the importance of these quality attributes for improvement.

LIMITATIONS OF THE PROJECT

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1. Questionnaire was very lengthy. Too much questions in a questionnaire. 2. Some locations are in rural area, where accessibility is very low. 3. Vendors feel bored while answering the same questions twice which are repeated 4. Some vendors dont give correct information about their other businesses.

DATA COLLECTION

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From the questionnaire, the data were encrypted and the same were used in the database for the analysis.

ANALSIS AND INTERPRETATION

3. Vendors are happy about the safety plans given to the drivers by the company. 4. 5. 6. Vendors are ready to do more business with the UltraTech. Vendors are ready to become partners of UltraTech. Vendors feel safe while dealing with the UltraTech.

7. Vendors are not ready to tell anything about other cement company in which they deal.

MAIN TEXT

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METRIC Consultancy:

METRIC Consultancy Limited is an independent market research and consultancy firm specializing in the area of customer satisfaction measurement and monitoring. It is the only Indian Market research firm to have developed proprietary research models. Some of the models developed by Metric Global over the years are: MOSTER (Monitoring Satisfaction to Ensure Retention) stakeholder delight management model De-Matrix Evaluation of multi brand dealers on the basis of brand commitment vs. Sales potential CRIDA- Credit Rating of Market Dealers RIRA- Rural Investors Risk Aversion TISSE Customer orientation training model LOCATE - locating retail outlets / branches to maximize customer traffic

Metric has a global presence in 65 countries through a network of 52 research organizations with which metric has a tie-up for promotion of its research models. Metric has its head office in Pune with branch offices located in London, for European business and Delhi, Calcutta, Chennai, Bangalore and Hyderabad in India. Metric passionately helps organizations worldwide for decisive improvements in their performance. They have a knack for coming up with breakthrough solutions for every problem. Their commitment to the clients is at the heart of everything that they do.

Specialties of Metric Global:

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Research, Consultancy, Training, Direct Marketing, Strategic Sourcing, Corporate Governance. Metric Global has many clients across the globe. Ultratech is amongst them and I am fortunate enough to work with UltraTech on Vendors Satisfaction project provided by Metric Global.

UltraTech Cement:

UltraTech Cement Limited was formed effective July 2004, with the demerger of Cement Division from Larsen & Toubro Limited, and was taken over by the Aditya Birla Group and got merged into Aditya Vikram Birla Group of Industries. UltraTech Cement Limited is a technology driven company with leading edge capabilities in fields related to infrastructure and basic industries. In terms of main stream criteria viz., sales, profit, assets and market capitalization, UltraTech Cement Limited ranks among top ten in India's private sector. The company is also ranked high by less tangible yardsticks such as intellectual capital and brandworth. UltraTech Cement Limited & its subsidiaries, has manufacturing facilities at 10 locations in India and 3 Terminals including one at Srilanka. Almost all the factories have secured ISO-9001, 14001, 18001 (OHSAS) and other certificates of the highest order. UltraTech Cement Limited distribution and services out-reach underlines its strong customer orientation. The network extends to virtually every district in the country. A concern for the environment is an integral part of the company's vision. UltraTech Cement Limited is committed to growth in consonance with the ecology and the needs of the communities it serves. UltraTech Cement Limited is India's largest cement producer, with a manufacturing capacity of over 17 million tons per year. UltraTech Cement Limited manufactures and markets.

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Ordinary Portland cement 43 grades / 53 grades Portland Blast Furnace Slag Cement Portland Pozzolana Cement

ULTRATECH CEMENT PLANTS ARE LOCATED AT: 1. 2. 3. 4. Awarpur cement works. Hirmi cement works. Gujarat cement works. Andhra Pradesh cements works. Awarpur, Maharashtra Hirmi, Madhya Pradesh Kovaya, Gujarat Tadpatri, Andhra Pradesh

ULTRATECH CEMENT GRINDING UNITS ARE LOCATED AT: 1. 2. 3. Jarsuguda, Arakkonam, Durgapur, Orissa Tamil Nadu West Bengal

ULTRATECH CEMENT LIMITED SUBSIDIARIES: Cement Plants: Narmada Cement Company Limited Gujarat

Grinding Units: Magdalla, Ratnagiri, Gujarat Maharashtra

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ULTRATECH CEMENT TERMINALS ARE LOCATED AT: 1. Navi Mumbai, 2. Mangalore Terminal, 3. UltraTech-Ceylinco, Mumbai Karnataka Srilanka

QUESTIONNAIRE

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Whole research is done through two Questionnaires:

1. Primary Vendors Questionnaire - Primary Questionnaire is the questionnaire for the Primary Vendors of UltraTech. Primary Vendors are those who deal directly with the company. UltraTech Primary Vendors take cement directly from the plant and distribute to the warehouses and wholesalers of the company. It deals with questions like: What are his roles and responsibilities for his company or transport? Whether they are satisfied with the freight given by the company? Whether they deal with UltraTech only or deal with other company?

2. Secondary Vendors Questionnaire - Secondary Questionnaire is the questionnaire for the Secondary Vendors of UltraTech. UltraTech Secondary Vendors are those who doesnt take cement directly from the plant but take cement from the warehouses or wholesalers and further distribute to the wholesalers, retailers or market. It deals with questions like: What are his roles and responsibilities for his company or transport? Whether they use GPS facilities in their trucks given by UltraTech?

CONCLUSION

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From this UltraTech Vendors Satisfaction Survey, I conclude that UltraTech Vendors are mostly satisfied with the company and they are ready to do more business with the company in coming future.

REFERENCES

1. 2. 3. 4. 5. 6. 7.

www.metricglobal.com www.ultratechcement.com www.linkedin.com www.marketingpower.com www.indianjournalofmarketing.com International Journal of Research in Marketing Marketing Research reference by Naresh Malhotra