DECLARATION

I, the undersigned Bhavin patel as student of F.Y. MBA.

Hereby declare that the project work presented in this report is
my own work and has been carried out under the supervision
of Dr. Prkash chawala, and Gandhinagar. I submit the report
to KSV university, Gandhinagar. This work has not been
submitted to any other university for any other examination.

Date:

Signature

Place:

PREFACE

World is widening up & we cannot be confined to

one place. In the present era of globalization &
liberalization it can never be possible to make a mark in
todays competitive environment. In India, business and
industrial management activities is a base for the country.
With an outlook of the importance of practical
aspects of business mgt. KSV University has subscribed
the subject, Industrial Training as a part of syllabus of
F.Y. MBA. Where by the students have to take initiative
training in the field of marketing in a company & have to
study various aspects of marketing.
I am very glad to have got a chance of getting
training in a reputed company TATA CHEMICALS
LTD for a period of ten days on all the aspects of
management especially in marketing field.

ACKNOWLEDGEMENT

I am grateful to the managers of Tata Chemicals

Ltd. For giving me permission to take training under
their unit. Moreover, I also express my sincere thanks to
Mr. Upendra Bhayani and Mr. P. C. Tank as a manager
of SCM department for giving me the valuable
information by sparing his costly time.
Along with this all I also take an opportunity to
express my thanks to Dr. Swati Doshi and Mr. Abhijit
Vala for their valuable guidance. I also cant forget to
thank my parents and friends for their co-operation with
regard to project. Lastly, I also thank to all the people
who supported me in preparing this report.

Signature

INDEX
No.

Particulars

1.

Introduction

2.

History & Development of the unit

3.

General Information

4.

Changing Role of Marketing

5.

Marketing Mix

6.

Study of consumer & Dealers Satisfaction

II.

Research Methodology
(a)
(b)
(c)
(d)
(e)

Problem Identification
Objective of the Study
Scope of the study
Data collection Method
Analysis & Interpretation

7.

SWOT Analysis

8.

Suggestions & Conclusion

9.

Bibliography

INTRODUCTION

I have completed my project report work in one of the unit of

TATA group of Industries i.e. TATA CHEMICALS LTD. It is one of
the biggest & the most competitive chemicals making company in
Gujarat. This was started by TATA group and today this TATA group
has multinational presence.
TATA chemicals Ltd. a flagship company of TATA group was
setup in 1939. TCL plant is situated at Mithapur in Jamnagar District.
TCL was established in 1939. It also owns a large size of land on
lease as a part of township in Mithapur. The main products of this
company are Soda Ash, Sodium Bicarbonate, Caustic Soda, Fertilizers,
Salt, Bromine, Gypsum, and Cement.
This chemical industry has been recognized as an export house
by the government of India, the company has been certified for ISO
9001:2000 and also ISO 14001.
This industry is now one of the leading players in Indian and
foreign chemical industries manufacturing different varieties of
chemicals along with cement & it has emerged as Indias largest
exporters in the field of chemicals.
TATA Chemicals Ltd. is a classical example of how the group
caters t the specific needs of the economic environments in this case
providing India with an excellent blue print of how a sick plant can be
rapidly turned around, providing high quality raw materials for building
5

up Indias industrial infrastructure & bringing in valuable foreign

exchange, which is the countrys No. 1 priority today. Plans are now
under was to double the plants capacity & to setup bulk transportation
Project for transportation for transporting cement by sea along with
western coast of India.

History & Development of the Unit

TATA Chemicals Ltd. is the largest chemical Industry. It was

established in 1939 at Mithapur. History behind setting up this
company is sea that yields its treasures to Tata chemicals to extract
Gypsum, Salt Bromine, and Potash Magnesium Salt which are then
upgraded into numerous basic chemicals which are useful as a raw
material for manufacturing of glass, ceramics, textiles, etc.
The search for a plant had begun before Tatas came on scene. A
chemical engineer who has studied at Manchester University named as
Mr. Kapilram Vakil (promoter) had a dream to raise its wealth of
marine minerals of which salt was only the beginning. His lifetime
ambition was to establish a chemical complex based on seawater and
lime stone available in abundance in Saurashtra.
After a survey of the western coast it was finally decided by Mr.
Kapilram Vakil that on a point of seven miles from Okha, the western
most tip where the Arabian Sea meets to the Rann of Kutch like many
pointer he ran into trouble. The maharaja of Baroda Mr. Sayaji Rao in
whose territory Mithapur was wrote to Tatas suggesting that they
might like to assist with his national project instead of the best
astrological forecast Mr. Kapilram Vakil could elect that the starting
year of TCL, were disastrous then an International expert advised Mr.
JRD Tata replied that when they go to that place they arouse hopes in
people.
The rewarding business was for production of soda Ash of high
quality. The formulae and process were well and secret of about six
7

companies in the world. TCL has cracked the code. It was negotiating
to a German firm to raise its capacity from 200 to 800 tones of soda
Ash per day. At that time a chemical engineer named Mr. Darbari Seth
had came back from America to visit German Firm. He was not
impressed by what he saw; he told that they could aim not at 800 but at
400 tones, which was optimum capacity. Out of the 16 of management
board only JRD. Tata agreed. Then Darbari Seth was asked to take
over the design Fabrication and installation and to make new
equipments and machinery to renovate the chemical complex of
Mithapur.
Mr. Darbari Seth and his team had to design and fabricate some
plants to make Soda Ash, expect each one and ensure that all of them
worked right together. After the plant was ready the team was asked to
take on the operations and demonstrate whether they could produce 400
tones per day. They worked with the missionary zeal and at the end of
the first fortnight the plant touched a production capacity of 545 tones
per day.
In 1962, the rain failed where the average rainfall was 18 inches
only. At that time Mithapur was fed up by two lakes, company did not
wait till the end of October. It arranged for the suitable treatment,
seawater to replace fresh water in plant operation and revised the
necessary method including recycling. For 3 successive years the
condition remained same but the production continued to rise and
Mithapur expanded to produce 1000 tones of soda Ash per day and now
its production is 1500 tones per day.

General
Information

Index
No.

Particulars

1.

Project at Glance

2.

Main Products

3.

Managing Body

4.

Important Bench Marks

5.

Awards & Achievements

6.

Corporate Values

7.

Vision & Mission

8.

TATA Group of companies

10

Project at Glance

Name of the unit

TATA CHEMICALS Ltd.

Registered office

Bombay House,
24, Homi Mody Street,
Mumbai 400 001.
India.

Year of establishment

1939

Form of organization

Public Limited Company

Auditors

M/S S.B. Billimoria & Co.

M/S N.M. Raiji & Co.
(Chartered Accountants)

Works

Inorganic Chemicals Mithapur, Gujarat.

Fertilizers - Babrala, U.P.
Phosphates Haldia, West Bengal.

Web Site

www.tatachemicals.com

Email Address

spatil@tatachemicals.com

Fax no.

91 (22) 56658144.
11

Bankers

Total Staff

State Bank of India

State Bank of Bikaner & Jaipur
Bank of Baroda
Honkong & Sanghai Banking
Corporation Ltd.
ICICI Bank
Management Cadre
= 300
Supervisors
= 235
Skilled & unskilled workers = 1238
Total employees
= 1773

12

Main Products

1) Soda Ash

Light Soda Ash

Medium Soda Ash
Dense Soda Ash
Granular Soda Ash
Soda Ash Fused

2) Sodium Bicarbonate

Sodium Bicarbonate Technical

Sodium Bicarbonate refined
Sodium Bicarbonate Granular
Sodium Bicarbonate IP/VSP

3) Fertilizers

Phosphate Fertilizers
Value added Fertilizers
Nitrogenous Fertilizers
Potosi Fertilizers
Complex fertilizers.

4) Salt

Iodized Vacuum Salt

Vacuum Salt
Pure Salt

5) Bromine

Liquid Bromine Technical

Potassium Bromine Pq.
Sodium Bromine Pq.
Sodium Bromine Pq.
Sodium Bromine IP.
Methyl Bromine
Ethyl Bromine
Hydro-boric acid
13

6) Cement

Ordinary Portland cement

(Grade 43)
Ordinary Portland cement
(Grade 53)
Pozzolana Portland cement

7) Caustic Soda

14

Managing Body

Promoter

Mr. Kapilram Vakil

Chairman

Mr. Ratan Tata

Vice Chairman

Mr. R. Gopalkrishnan

Managing Director

Mr. Prasad R. Menon

Executive Director

Mr. Homi Khusrokhan

Chief Financial Officer

Mr. P. K. Ghose

Chief Operating Officer

Mr. R. Mukundan

Directors

Mr. Keshub Mahindra

Mr. D.M. Ghia
Mr. Nusil N. Wadia
Mr. R.C. Khanna
Dr. D.V. Kapur
Mr. V. Mahesh Rao
Dr. T. Mukerjee
Dr. V. L. Kelkar

Company Secretary

Mr. B. Renganathan

15

Important Bench Marks

In safety, health and environment by deploying the SHE policy

(safety, Health & environment Policy) through ISO 9001: 2000, ISO
14001.

OHSAS 18001 British Council frame work occupational Health

Management System (OHMS).

Striving to go beyond mere compliance the company has adopted

Responsible care global initiative by the chemicals industry and
the global Reporting initiative.

The ISO / AUDITS / TBEM / RBNOA assessments provide the

opportunity to improve process there by reducing over all costs of
inspection and testing.

16

Awards &
Achievements

Merit Award for excellence in cost management by institute costs

and works accounts of India in March 2005.

Receiving of 5 star certificates from British Safety Council in the

year 2004.

IMC Ramakrishna Bajaj National quality Award and received

commendation certificate to chemical division in 2002.

Gujarat Safety council Award, Mithapur works for completion of

3 million accident free man-hours and certificate of honour for salt
works on completing two million accident free man hours in the
year 2001.

Saurashtra Mines Safety week competition, 1st rank, out of 11

prizes category. 1st price for TATA chemicals Ltd in the same year
i.e. 2001.

IX Mines Environment and conservation week completion, 1st

rank out of 8 categories, 5-1st prizes for TCL and 2-2nd prizes for
TCL Ranavav Limestone Quarries 2000.
17

Corporate Values

The Tata Group has always been a value driven organization.

These values continue to direct the groups growth and business. The
five core Tata values underpinning the way we do business are as
follows:

Integrity:
We must conduct our business fairly, with honesty and
transparency. Everything we do must stand the test of people
scrutiny.

Understanding:
We must be caring, respectful, compassionate and
humanitarian towards our colleagues and customers round the
world and always work for the benefit of India.

Excellence:
We must constantly strive to achieve the highest possible
standard in our day-to-day work and in the quality of goods and
services we provide.

18

Unity:
We must work cohesively with our colleague across the
group and with our customers and partners around the world to
build strong relationship based on tolerance, understanding and
mutual co-operation.

Responsibility:
We must continue to be responsible and sensitive to the
countries, communities and environments in which we work
always ensuring that what comes from the people goes back to the
people many times over.

19

Vision & Mission

Vision
Enrich the quality of life by meeting essential
needs of people through chemistry and agriculture.

Mission
We shall be the most respected company the business and
in geographies we operate in and our success will be achieved
by a consistent focus on.
Achieving globally competitive cost levels. Enhancing
the value proposition to customers. Improving shareholders
value, commitment to corporate social responsibility.
Strengthening stakeholder relationship.

20

Employees are our strength, and we will create an

environment that fosters achievement, innovation and
teamwork.

Tata group of
companies
1) Agricultural Inputs:
Rallis
Tata Chemicals

2)

TACO
components
TATA technologies
Services
TATA Motors
Vehicles

For Automotive

For Automotive

For Commercial

Chemicals:
TCL, Rallis
Jamipol

4)

For Agrochemicals
For Fertilizers

Automotive:

3)

Chemicals
De-sulphurising compounds

Communication:

Tata Indicom

21

Broad Band Services,

Tele Communication.

5)

Consultancy:

6)

7)

Tata consultancy services - For Management

Consultancy.

Energy:

Tata Power

Oil and Gas

Tata Projects

Power

Tata BP solar

Solar energy

Engineering:

Voltas

Air-contioning products

Tata steel

For Steel & Bearings

Telcon

Construction Equipments

Tata consulting engineers -

Engineering consultancy.

NELCO

Industrial electronics

TAL manufacturing

Engineering works

Tata precision Industries -

Precision equipments

Tata Holset

Turbochargers

22

8)

Financial Services:

9)

Tata AIG

Tata Asset Management,

Tata Investment Corporation,
Tata international AG
-

Food Products:
Tata Tea
Tata coffee

10) Hospitality:

Indian Hotels

11) Information Technology:

Tata consultancy services

CMC
Tata InfoTech
Tata technologies
NELITO systems
Tata interactive services

12) Infrastructure:

Tata projects
23

Insurance Sector

For investment

THDC

13) Materials:

Tata advanced material

Tata refractories
Tata Metaliks (Pig Iron manufacturing)
Tata Pigments
Tata conswood
Tata TAYO Rolls
Tata sponge Iron
Tata Steel
Tata Ryerson (Steel Processing)
Tinplate Company of India.

14) Publishing:

Tata interactive
Tata Mc Graw-Hill

15) Others:

Tata ceramics
Tata ELXSI
Tata Petrodyne
Tata Tetley
Titan Industries
TANISQ.

24

For E Learning
Publishing

Changing
Role of
Marketing

25

Introduction

To-day marketing means to study and monitor environmental

factors which helps the firm finding out detent needs as creating needs
for new, emerging and dynamic class of consumer by using creativity,
innovation in provoking, penetrating and positioning the product.
It is the process to know perceived value of consumers,
creating value driven products, measuring value and delivery system to
survive and sustain in highly competitive environment factors, which
continuously offer some opportunity and cause some treats.
The role of marketing has been changing continuously, since
its emergence previously, it was given the equal importance like other
departments than it was given more importance than other departments
subsequently.
Marketing has become the centre point in the
organization. And recently consumer has become the centre point and
marketing has become its integrative function.
Consumer focus is a necessary in todays competitive world.
Customer at present is the queen. In the words, customer is the
passport to profit. At present customer becomes a most important
consideration for every organization. Competition global quality
standards economic relatives create need of consumer orientation and it
becomes the major function of marketing today.

Changing Business environment

26

New Realities: Why Consumers focus?

1) The continuous entry of new competition is increasing choice for
the consumers, consumers are now become known for giving and
choosing.
2) Fast allying margins are cutting into profitability of many
marketers.
3) Global quality standards are focusing companies to deliver better
products.
4) Consumers are depending value for their money.

Creating competitive advantage:

Bringing competitiveness: How customer focuses?
1) New competencies must be identified and growth to serve the
customer better.
2) Costs must be cut in order to deliver greater, value at lower
prices.
3) TQM must be introduced to raise product quality.
4) Cycle timer must be reduced, to reduce time-to-market and boost
responsiveness.
5) Brand must be developed to generate long-term value not shortterm margins.
All the two points stated above reveal that how customer focus
becomes important, what customer focus is and how it can be achieved.
The increasing importance of customer focus makes customer king of
27

the organization and changing role of marketing from a central activity

to an integral activity.

Cement Industry and

Marketing

What is Marketing?
According to Peter Drunker The modern marketing concept is
a customer oriented backed integrated marketing wined at
generating customer satisfaction as the key to satisfying
organizational goals, moreover, changing environment has provided
many opportunities and threats to the marketers who are how
required to be more conscious and cautions about the marketing of
their products.

What is Marketing Management?

Marketing management is the process of planning and
executing the conception, pricing, promotion and distribution of
ideas, goods and services to create exchange that satisfy individual
and organizational goals.

What is need for Marketing of cement?

It is found that cement plant works more than their efficiency
even with large addition to capacity and the efficiency of new plants,
the operating ratio is not as high as it should be because of a slower
growth in consumption and bottle necks in transport.

28

As additional companies have come up in the southern and

Eastern regions, the awareness in the growth of industry in early years
may be come less pronounced. The major question therefore relates to
efficient marketing arrangements.
There exists very stiff competition among cement marketers.
Hence, they have to adjust themselves to changing situation and up
grade the technology, widening of the product range and use of
different types of raw materials as well as effective marketing efforts
should be undertaken.

29

TATA Cement and

Marketing efforts

Tata cement has been the pioneer in the field of cement

marketing, marketing as a discipline involves many functions. But
marketing efforts specially concentrates on the efforts done by a
company to promote its products.
Tata Chemicals Ltd. has done many efforts for the purpose of
marketing Tata cement. Tata chemicals right from the beginning of the
manufacturing activity marketed Tata cement. They started sales
promotion efforts at the consumers level and the dealers level, this type
of promotional activities were given prime importance, in order to
attract more dealers to sale their product and also in order to attract
more no. of consumers to buy their product. Tata cement has created a
brand image of its own through the unique advertising strategies.
Cement is such as commodity which in its marketing highest
concentration on promotional efforts. There exists a gap with demand
supply of cement. Cement marketer has to push the customer to adopt
their brand.
Only integrated promotional efforts will yield trustful result to
the company in the era to intense competition more over recession
prevails in the market. Therefore, no company sells its product without
concentrating on its promotional efforts.

30

Marketing
Mix

31

Index
No.

Particulars

1.

Introduction

2.

Product Mix

3.

Price Mix

4.

Promotion Mix

5.

Place Mix

32

Introduction

Specific marketing tools are to be selected in form of market

segments. For each segment so selected, a marketer has to formulate a
combination of a number of devices or types of marketing activities
that are coordinated into a single marketing programme to reach a
particular target or a market segment. The combination of this
marketing methods or devices is known as marketing mix. Marketing
mix offers an optimum combination of all marketing ingredients. So
that marketer can have a realization of the company goals such as
profit, return on investment, sales volume, and market share and so on.
The integration process of 4 Ps of marketing leads to the
development o the companys marketing mix in which each subfunction and its programme is adjusted with other in such a way that
their interaction in the market produces maximum impact.
- Borden, N.H.
In short, it is a profitable formula of all marketing operations.
The marketing mix will have to be changed according to changing
marketing condition and also with changing environmental factors
(technical, social, economic and political) affecting each market. In
simplest manner, the basic marketing mix is the blending of the four
inputs or mixes which form the core concept of the marketing system.
International companies must decide how much to adopt their
marketing strategy to local conditions. A Company Should use a
globally standardized marketing mix for worldwide standardization of
product, advertising and distribution channels promises the lowest
costs.
33

Product Mix

Product mix is also known as product assortment. One major

management aspect is the decision concerning product mix. The
product mix is one of the elements of the product policy. An
organization with several product lines has a product mix; it is a list of
all products offered for sale by a firm or a company.

A product mix consist of all the product line and

Items that a particular seller offers for sale.
- Kotler & Armstrong
Product is a thing possessing utility. It stands for both goods and
services that the company offers to the target market for their
satisfaction. Product fulfills the needs of the society. Product
represents bundle of expectations to the consumers and society.
1)

BRAND:
A brand is a name, symbol or design or a combination of
them, which is intended to identify the goods. The brand
identifies the product for a buyer and it gives a chance to seller
to earn goodwill and good image in the market. In this industry
TATA cement itself is given a brand name to its cement
products range.

34

2)

FEATURES:
Features are the characteristics of the product. It shows
that the product is featured in many forms. TATA cement also
has many features in it. There are different featured cement are
introduced in the market for example Ordinary Portland Cement
(grade 43), Ordinary Portland cement (grade 53), Pozzolana
Portland Cement.

3)

PACKAGING:
Packaging has many characteristics in it. Some of them can
be described as; Packing is the means of advertising for the
producer. It prevents the product from damages. It helps in
easy handling to customers. Tata cement is packed in the big
plastic bags for its proper supply to the dealers and consumers.

35

Price Mix

It is a unique element in marketing mix; price stands for the

amount of money customers have to pay to obtain the product
economists say, Price as the exchange value of a product or service
always expressed in money to the customer. It is an agreement
between seller and buyer. Price is a device for the translating into
quantitative terms. The perceived value of the product to the customer.
In the words of Philip Kotler, Price is the only element in the
marketing mix that creates sales revenue, the other elements are costs.

1)

Pricing policy:
It provides general framework within which managerial
decisions are made on pricing. It must adopt changes with
changing environment and changing marketing objectives. Over
here in the products like cement, fluctuations in the prices are
very often as compared to FMCG goods or others, there occurs
a price change only after some stipulated period of time due to
any market changes or technological changes and thus over here
the pricing policy remains stable for a fixed period of time.

2)

Pricing Strategy:
Strategy is a plan or action to adjust with changing
conditions of the market place. Pricing should be done through
proper planning and considering the external environment.

36

3)

Discounts and Allowances:

Discounts and allowances are price concessions offered to
traders or buyers in the form of deduction form its original price
or from the amount of will. Different kinds of discounts are
trade discount, cash discounts, quantity discounts, seasonal
discounts etc. Over here, in order to attract the customers and
dealers the discounts are given here as the Trade discounts and
the quantity discounts.

37

PROMOTION MIX

Promotion Mix stands for the various activities the company

undertakes to communicate and promote its products to the target
market. It is effort by the marketer to inform and persuade the buyers
to accept, resale, recommended or use of article, service or idea, which
is being promoted. Tools of promotion mix are given as under:
1)

Advertising:
An identified sponsor can define advertising as paid
communication of goods, services or ideas. It is a paid form of
communication because advertiser has to pay for the space or
time in which his advertisement appears for this purpose,
different advertising media can be used like newspapers,
magazines, radio, television, etc.
Tata chemical advertises Tata cement through various
means and methods like newspaper, magazines, Hoardings,
Wall paintings and gift items.

2)

Personal Selling:
Personal selling is also known as salesmanship. It is the
best means of oral and face-to-face communication and
presentation with the prospects for the purpose of making sale.
There may be one prospect or number of prospects in personal
communication.

38

Tata cement follows the way of distributional channel and

over here the direct selling as the product is cement, it doesnt
require much quality presentation against the consumers and
thus over here the personal selling approach is not followed.
3)

Sales Promotion:
It is a short-term incentive given to the customer to
encourage trial or purchase of a product or service. It stimulates
consumer to purchase a product. According to American
Marketing Association These marketing activities other than
personal selling, advertising and publicity that stimulates
consumer purchasing and dealer effectiveness such as display
shows and exhibition, demonstrations and various non-recurrent
selling efforts not in the ordinary routine. As a part of sales
promotion Tata chemicals provides the customers with the free
vouchers in which all types of details are mentioned of Tata
cement and also draw system at dealers level of promotion.

4)

Publicity:
It is a special form of public relation program. It is nonpersonal stimulation of demand for a product or service by
placing commercially significant news about it in a publication
or attaining favorable presentation of it upon Radio, T.V. or
stage. Sponsor does not pay it. Tata cement is not doing any
type of publicity as compare to the other companies.

39

Place Mix
It stands for the various activities the company undertakes to
make the product accessible and available to customers. In todays
economy vast distances separate the producer and customer. So it is
necessary to fill this place gap and for that purpose some middlemen
are there, place mix is nothing but marketing activity in which
movement or flow of goods or services are there from primary
producers to ultimate consumers.
1)

Physical Distribution:
Physical distribution is looks after physical handling of
goods and it tries to provide maximum customer service.
Physical distribution is the ingredient in the marketing mix that
describes how products are moved and stored. Physical
distribution can decrease costs and increase customers
satisfaction. It consists of all business activities concerned with
stocking and transporting materials part or a finishing inventory.

40

Study of
Satisfaction level

41

Introduction of the
topic

As a part of my training, I have selected to conduct consumers

satisfaction survey and dealers satisfaction survey with special
reference to Tata cement.

Customer satisfaction
The whole purpose of the marketing process is customer
satisfaction. Infect today customer satisfaction is the only justification
for the existence of the organization. A simplified model of customer
satisfaction is as follows:
Customer Expectations
Perceived Delivery of product and services
Match
Yes

No

Satisfied -----------Dissatisfied

42

A simple method of studying consumer satisfaction is to look

things from the customers perspective. The firm may find itself
amazed at how it seems to have set out to positively irritate and annoy
the paying customers.
The very simple logic that firm produces goods and services
solely to create customer satisfaction and the success or failure in
achieving long term satisfaction in what producer or the firm sales.
Every organization should bear in mind that unhappy customers
tell everyone about their complaints, unfortunately substantially more
in value and frequency than satisfied customers talk about the good
service, they have received a company should do something about its
complaining customer which is a major opportunity to do the business
some good.
Being a student of management and being aware of the increasing
importance of customer satisfaction. I decide to conduct a survey
regarding customer satisfaction in Rajkot with reference to Tata
cement.

Dealers Satisfaction
For every organization distribution is very much important
without distribution a firm cannot even exit. In two days ever
increasing competition every firm. Must have effective distribution to
compete well.
In cement product dealers all the major part of the distribution
channels. A satisfied dealer can obviously perform well for his/her
firm. Moreover being nearer to consumers they can also give some
very good suggestions for the improvement of their companies.
Having this point in my mind, I conducted a survey in
comparison of few major competing companies i.e. Ultra tech, Tata,
Hathi, Sanghi, Sidhee and Ambuja. However, I have tried to check the
performance of Tata cement companies as far as dealers satisfaction is
concerned.

43

Research Methodology

According to our syllabus, we have to undergo training in large

scale unit on any topic in the field of marketing. I decided to conduct a
survey for consumer satisfaction and dealers satisfaction in Rajkot city
with special reference to TATA cement with information taking from
the various parts of Tata industry. During this survey research
methodology used by me was as follows:

A. Problem Identification
The problems, which prompt me to conduct such survey, were to
know to what extent the consumers of Tata cement are satisfied as
compared to consumers of other cement brands. Another problem was
to know why Tata cement is not as much sold as Ultratech cement in
the market.

B. Objective of the study

The objective of the survey conducted by me was as follows:
For consumer satisfaction survey:

To know the popular cement brand

44

 To know the perception and preference of the consumer towards

various brand cements.

To find out whether they are satisfied with the cement or not.
To know potential demand of the consumer.
For dealers satisfaction survey:

To know the satisfaction level of dealers.

To find out the performance of various cement brand from the
point of view of dealers.

To know the dealers suggestions for their respective companies.

C. Scope of study:
Scope of survey deducted by me is as follows:

Factors influencing buying decision for cement.

Brand loyalty of the consumers.
Information sources of the consumers.
Most preferred brand of consumers.
Consumer survey for performance of TATA cement.
Satisfaction level of dealers.
45

D. Data collection Method

For my survey purpose I have collected my primary data
through questionnaire. The questionnaire by me is as follows:
For consumers satisfaction survey:
1)

Income Level:

a)
b)
c)
d)

Below 10,000
10,000 20,000
20,000 25,000
25,000 & above.

2)

Whenever you purchase the cement which brand you preferred the
most?
_________________

3)

Which factors do you take into consideration while purchasing the

cement?
a)
b)
c)
d)

4)

Price
Brand name
Availability
Quality
Have you purchased TATA cement?

Yes
5)

No

From where did you first come to know about TATA cement?
46

a)
b)
c)
d)
e)
6)

News papers
Hoardings
Wall Paintings
Shops displays
others
According to you TATA cement differs from the other brands?

___________________
7)

Does your preferred brand give you full satisfaction? If no, then
what is lacking in it?
Yes
If no then lacking in,

No

Price
Availability
Strength
Quality
Others (please specify)
8)

____________

Would you switch over to other brand? If yes, then which brand
would you prefer? Why?
___________________

10)

How would you rate the performance of Tata cement?

Very good
Good
Average
Poor
11)

Your suggestions, to make TATA cement more successful?

47

________________

For Dealers Satisfaction survey,

1)

You are the dealer of which company?

Tata cement
Ambuja Cement
Ultra tech cement
Hathi Cement
Sanghi Cement

2)

Since how long have you been the dealer of this company?
_________________

3)

Are you satisfied with the level of support you get from TATA
cement?

Yes
4)

Would you like to change the dealership?

Yes
5)

No

No

According to you what consumer expects while purchasing the

cement? (Please give rank)
Price
Quality
Brand
Strength
Availability
48

6)

How much is your total yearly sales with regard to cement?

_________________

7)

How much is your yearly sales of TATA cement?

_________________

8) How do you rate the position of the following companies in the

market? (Please give rank)

Ultra tech
TATA
Hathi
Sidhee
Sanghi
Ambuja
9) According to you, what a company should do to be no.1 in your
city?
______________
10) Suggestions.

E. Analysis and Interpretation

Analysis and interpretation in one of the most important
step in the research procedure. The success or failure of the
research depends on how successfully the analysis and
interpretation is done.

49

Make data meaningful we classify the data according to

different variables to make it simplified. Then tabulation is
done of the classified data main purpose of tabulation is to
know the frequency of response. It helps to develop
relationship between the data and also to compare the data.
This whole thing is called analysis of data.
Next stage after analysis of data is to interpret the
analyzed data. Interpretation means what does the analysis
mean and on the basis of that to determine cause and effect
relationship. In short, interpretation means to give meaning to
over all analysis.
The analysis and interpretation of the consumers
satisfaction survey and dealers research are as follows:

For consumer Satisfaction Survey

Chart showing the income level of the consumers:

60%
50%
No.
Of
consumer
in %

52%

40%

34%

30%
20%

10%

10%

4%

0%
Below 10,000

10,000 20,000

20,000 25,000

Income level

50

25,000 Above

From the above graph we can say that consumers having monthly
income below 10,000 purchased the cement frequently. And a firm
should concentrate on them more to sale their product and should
design the marketing programs and schemes keeping in mind their
ideology.

Questions and Analysis

1) Whenever you purchase the cement which brand you prefer the
most?
Table:

Brand Name

No. Of Consumers

Percentage (%)

TATA

11

22%

Ultra tech

19

38%

Ambuja

15

30%

Other

05

10%

Total

50

100%

From the above table, it is clear that Tata cement is given the
third priority as per the brand name is concerned with the rating of 38%
pioneered by Ultra tech and 30% by Ambuja and followed by 10% by
other cement Brands.
2) Which factor do you consider while purchasing the cement?
- Criteria for purchasing the cement are as under:
51

Chart:
50%
40%
30%
20%
10%
0%

42%
34%
14%
4%
Others

6%
Quality

Availability Brand Name

Brand Name

Price

From the above graph, it is clear that brand name (42%) is the top
most criteria in purchasing the cement followed by availability (34%),
price (14%), quality (6%), and others as (04%) at the fifth position
clearly shows that consumer gives the first preference to the quality
then price as price range in the product like cement is also same of all
brands.
3)

Have you ever-purchased Tata cement?

From the survey of Tata cement, it is clear that 100% of

consumer (sample size 50) at least once purchase the Tata cement,
because Tata cement is a popular and quality product in the cement
industry. So that number of consumers at least once purchases the Tata
cement.

52

4)

From where did you first come to know about Tata cement?
Chart:

60

50%

50
40
30

24%

20
10

10%

6%

0
News Paper

Hoardings

Wall Paintings

Shop Display

Medium

From the above graph we can say that the advertisement plays on
important role in purchasing the cement. It shows that 50% consumers
decisions are affected by the wall painting and thus for the sales of the
cement they should use wall painting medium most which is also the
cheapest one, and newspaper advertisement method should be used in a
least manner as 6% of the buyers are only affected and attracted with
newspapers advertisements.
5)

According to you, how Tata cement differs from the other brands?

From the survey, 34% consumers says that because of good

quality, Tata cement is different from the other brands and 60%
consumers says that because of good brand name and old brand it is
good and differ from the other brands, and only 6% consumers says
that because of strength of the cement it is differ from other brands. So
Tata has good brand name and better popularity than the other cement
brands. Now, in order to achieve all-round popularity in cement they
should move towards marketing their strength and the quality of the
product rather than advertising brand name of the product.
53

6)

Does your preferred brand give you full satisfaction? If no than

what is lacking in it?
Table answering customers opinion saying both Yes and No:

Brand Name

No. of Consumer Percentage (%)

Tata

Yes
14

No
2

Yes
28%

No
4%

Sidhee

10

20%

4%

Ultra tech

12

24%

2%

Sanghi

06

12%

6%

Total

42

84%

16%

From the above table it can be said that the total unsatisfied
consumers of TATA cement is more as compared to Ultratech cement
i.e. in the ratio of 2:1. Total 4% of the consumers are unsatisfied due to
the high price of the Tata cement from the 50 consumers surveyed.
And thus as compared to Ultra tech cement Tata cement has more
unsatisfied customers but with compared to other brands like Sidhee
and Sanghi cement they have less unsatisfied customers.
7)

Would you switch over to other brand? If you will then, which
brand would you prefer? Why?

Brand
Name
Tata

No. Of Consumer
No
Yes
15

1
54

Percentage (%)
No
Yes
30%

2%

Ultra tech

12

24%

2%

Sidhee

09

18%

4%

Sanghi

07

14%

6%

From the above data obtained, it can be said that Tata And
Ultratech cement only has the more number of the brand loyal
but over here Tata cement is one step ahead in case of brand
loyalty as compared to Ultratech, it can been seen that out of 15
consumers only one is ready to switch over to the another brand
in case of Tata cement and in case of Ultratech out of 12 only 1 is
ready to shift towards another brand thus as compared to other
brands Tata cement enjoys the first position over here.
8) How do you rate the performance of Tata cement?

Chart:
60%
48%

50%
40%

32%

30%

20%

20%
10%

0%

0%
Very Good

Good

Average

Poor

Ratings

From the above graph, it can be said that there are 20% of
average markings and 48% of Markings at good level. In order to
55

convert these markings at very good level Tata cement has to travel a
long journey and has to beat the competitors. And it seems very good
for Tata cement that no one out of 50 customers has ranked Tata cement
at poor level.
9) According to you which factor are most responsible for the
success of Tata cement?
From the survey, we can say that 56% of consumers say that
because of quality Tata has success in cement market and 44% of
consumers say that because of brand name Tata has success in cement
market and Tata cement has good brand name and image in the market.
No other factors are given importance for the success of the Tata
Cement by customers.
10)

What suggestion, would you like to give, to make Tata cement

more successful?

Give discounts to the consumers

Innovative schemes for consumers
To improve more quality standards

For Dealers Satisfaction Survey:

1)

You are the dealer of which company?

Table:

Brand Name

No. of Dealers

Percentage (%)

Tata

12

24%

56

Sidhee

08

16%

Ultra tech

12

24%

Ambuja

10

20%

Please Turn Over

Others

08

16%

Total

50

100%

From the above table, it can be said that Tata Company has
wide spread distributional channel as compared to others in the case of
cement. Out of total 20 dealers surveyed 24% of them sales Tata
cement and apart from Tata cement they also sale other brands with it.
As seen from table out of 20 dealers Sidhee, Ambuja and Other local
brands are kept by very few dealers i.e. 16%, 20% and 16%
respectively which seems to have less dealership as compared to Tata
and Ultratech.
2) Since how long have you been the dealer of this company?
Table:

57

Brand
Name/
Years

Tata

Sidhee

Ultra tech Ambuja Others

05

5 10

10 15

Above 15

Total

12

11

From the above table it is clear that, Tata Cement dealers are
the most experienced dealers in the cement dealings, at least 8 out of
the 12 dealers have experience of 5 to 10 years in this field, which can
be regarded as a valuable experience. No other brands have these
much-experienced dealers. Thus helps Tata cement to be sold more in
the market as they have more selling experience and knows better
techniques.

58

3)

Are you satisfied with the level of support you get from your
Company?
Table:

Brand
Name

No. Of dealers

Percentage

Yes

No

Total

Yes

No

Tata

11

01

12

92%

08%

Sidhee

03

01

04

75%

05%

Ultra tech

11

00

11

100%

Ambuja

05

02

07

71%

29%

Others
03
02
05
60%
40%
Chart showing the opinion of dealers regarding their satisfaction with
various brands in the percentage form:
120%
100%

100%

92%
75%

80%

71%
60%

60%

40%

40%
20%

29%
8%

5%

TATA

Sidhee

0%

0%

Ultratech

59

Ambuja

Others

From the above graphs and table it is clear that out of 100%
dealers of Tata who also keeping other brands with them like Ambuja,
Ultra tech, Sidhee and various others, only 8% of the dealers are not
satisfied with the Tata cement as in the sales of the Tata cement their
profit margin is less as compared to other brands. But the persons
dealing in Ultra tech is 100% satisfied as they get better amount of
profit margin over here and also benefit of various dealerships level
schemes. But as compared to other brands like Sidhee and Ambuja
cement over here the dealers are more satisfied.
4)

Would you like to change the dealership within next five to six?
Years?
Table:

Brand
Name

No. of dealers
Yes
No

Tata

12

Sidhee

03

Ambuja

07

Ultra tech

11

Others

02

03

From the above table it is clear that the number of dealer

surveyed in the Rajkot city would not like to change the dealership for
at least next five to six years, especially in case of TATA cement. Thus
this data can be considered valid up to next 5 to 6 years of dealership
level and according to it dealership level strategies planning can be
done to promote sales. And also as seen above few dealers of other
brands are ready to shift their dealership, this dealers can be motivated
60

to become Tata cements dealer rather than becoming other brands

dealer so that Tata cement can be sold more in the market.

5)

According to you what customer expects while purchasing cement

(Please give rank)

Table:

Factors
Rank

Price

Quality

Availability

Brand

Dealers
Vote

Percent
(%)

Dealers
Vote

Percent
(%)

Dealers Percent Dealers Percent

Vote
(%)
Vote
(%)

1st

11

55%

25%

10%

10%

2nd

25%

10

50%

15%

10%

3rd

10%

15%

30%

45%

4th

10%

10%

45%

35%

Total

20

100

20

100

20

100

20

100

From the above table, it can be said that the 1 st priority while
purchasing cement is given to price by customers (according to
dealers), as 55% of the dealers vote for price in priority level followed
by quality, Brand and then by Availability. This says that while
manufacturing cement the first aspect that should be kept in mind is
price and quality of cement, which should be within the boundaries of
customers expectations as first and second preference, is given to them
61

only. Marketer should then take brand into consideration, in order to

create a brand image in the customers mind. Availability is given the
last priority over here because cement is such a product which is
purchased at once only for the construction purpose and for that the
quality is more important then availability, a person is ready to travel a
bit more distance to get better quality.
6)

How much is your total yearly sales? How much is your yearly
sales of Tata cement (excluding other brands)?
Chart showing sales of different brands:
50

40%

43%

Sales

40
30
17%

20
10
0
TATA

Ultratech

Others

Brands

From the survey done of 20 dealers, which keeps TATA and

Ultratech cement as their major brand for sales and other brands also
but in minor quantity, it is found that (after taking all the dealers into
consideration) the total sales of Ultratech cement is 43%, TATA
cement is 40% and of other brands is 17%. This states that the major
part of sales of cement is of Ultratech and the biggest competitor of
Tata cement is Ultratech, which has the first position in the market.

62

8)

How do you rate the position of the following companies in the

Rajkot Market?
Table showing different rates given to different Brands:

Rank
criteria

Tata

Ultra
tech

Ambuja

Sidhee

Others

1st
2nd
3rd
4th
5th

6
9
4
1
-

10
5
4
1
-

3
4
9
3
1

1
1
2
10
6

1
1
5
13
Others

14

No. of Votes

12
10

Ultratech

Tata

Ambuja

2nd

3rd

Sidhee

8
6
4
2
0
1st

4th

5th

Ranks

Chart Showing the Final rank allotted to different brands:

From the above graph and table, it is clear that Tata cement holds
second rank in the Rajkot market as per voted by 9 dealers and the first
position is enjoyed by Ultratech and third position is holed by Ambuja
cement thus over here in the Rajkot market the main competitor of Tata
cement is Ultratech and Ambuja cement. Other brands like Sidhee,
Sanghi and Others are the competitor of Tata but not as a major part.

63

9)

According to you, what your company should do to be no. 1 in

your city?
From the survey, the dealers suggestions for his company to be
No.1 in Rajkot City is as follows:
More advertising through media
To give credit terms and discount facilities
Lower price

10)

Your Suggestions,

Majority as a part of the suggestion says that supply is done in a

proper manner sometimes and so it should be improved and more
schemes at the dealership level should be given which encourages
dealers to sale Tata cement more.

64

SWOT
Analysis

65

SWOT Analysis

1)

2)

Strength:

A strong brand image is the strength of Tata cement Tata

cement made a good position in the minds of consumers in
such a way that it reflects the strength and quality.

The certificate received by the organizations like ISO,

OAHS, TBEM and RBNOA assessments provide the
opportunity to improve process there by reducing over all
costs of inspection and testing.

The efficient management staff appointed to handle the

activities starting from the production to sales of the
cement products.

The awards received by the company from the

organizations like Institutes of costs Accounts of India and
Ramakrishna Bajaj National Quality Award helps in
increasing the goodwill of the company.

Weakness:
66

3)

Lacking in the part of advertising for the Tata cement.

Much use of media such as television is not done for the
cement products.

Proper Co-ordination between the workers and the

managers is not found over here in the production unit.

There is certain lacking part in the supply side as there

comes complain by the dealers in case of supply of the
cement.

Opportunities:
Tata chemicals Ltd. has a wider market to cover as a
part of international market in the field of cement. Though
these products are exported to many countries, still there is a
wider area to cover. And there are many opportunities like
this way to receive many awards for excellence in their work.

4)

Threats:
Tata Company doesnt have much threat in the market
as competitors as less right now in such market. But it does
have treats from the giant like Ultratech who is its main
competitor in cement market. And also with the changing rules
of government and its policies. As looked over from
international market point of view, every company has threats
from foreign industries, rules followed in that particular
company and thereby customers acceptance of their product in
that particular country.

67

Suggestions

The performance of Tata cement is very much better as compared

to other brands in the market and also its brand name is very popular.
But from the survey, I found that there is more need to frequent
advertisement in newspapers, hoarding and television also. Though
advertisements are not considered directly in buying, but its essential
to promote the sales.
To satisfy Dealers, Company should give more credit facilities
and discount facilities at dealership level in order to encourage them to
sale more. And to satisfy consumer more attention on quality at fair
prices.

68

Conclusion

As a part of my study, I have visited Tata chemicals Ltd. and

done industrial project work on consumer satisfaction and dealer
satisfaction survey with special reference to the Tata cement.
From the survey of consumer satisfaction, I conclude that
consumers are king of the market and they satisfied while; when they
get what they want good quality at fair price. And from the survey of
dealer satisfaction. I also conclude that the company should also
concentrate on the role of dealers because dealers are key factor for
the cement industry. If dealer are satisfied with level of support they
get from the company than adversely it affects the companys sales.
Finally, I would like to conclude that Tata cement is one of the
most reputed companies in the Indian market but still there are better
scope of improvements to be market leader and challenger.

69

Bibliography

For the purpose of preparing this project

reference is taken from:
Marketing management by Philip Kotler and
www.tatagroup.com
www.tatachemicals.com

70