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“A STUDY ON BRAND PREFERENCE OF DEALERS OF CEMENT IN SONITPUR DISTRICT”-: A HIGHLIGHT ON DBCL
PRESENTED BY:MAHESH KUMAR VYASMBA 3RD SEMESTERROLL NO- 1302212018
PROFILEDalmia Cements have been a leader in cement
manufacturing since 1939.Dalmia cements used for Oil wells, Railway sleepers
and Air strips. Recently they have acquired the brands Adhunik
Cement & Calcom Cement in North EastThe Group with current capacity of 17 million tonnes
is ranked fourth largest in the Indian cement industry.
Objectives
To find out if there is any association between dealer of brand and life of business.
To find out if there is any association between dealer of brand and type of customers
To find out if there is any association between dealer of brand and consumer consciousness about the brand.
To find out if there is any differences in the dealers’ attitude in respect of quality, price and services.
Research Methodology
SAMPLING TECHNIQUES-The sample size for the study is 54(population), which includes authorized cement dealers in Sonitpur district.
Tools of data collection:-Primary Data:- The primary data are collected through survey method. A survey was conducted among the dealers of Sonitpur through a structured questionnaire.Secondary Data:- Data collected through company website and books.
Research design: Descriptive Research
Plan of analysis:-Calculation have been done for facilitating the interpretation of the work. This report entails with various statistical methods with using SPSS software.
SWOT Analysis of Dalmia cement in Sonitpur
•Easily available in market•75 Years old legacy•Own clinker•Standard quality with zero setting problem•Good marketing campaign
•Lack of proper transportation•Lack of coordination with suppliers•Low impression on mason•High cost of production due to coal prices
•Strong growth of economy •Increase in infrastructure project•Government development program•Consumption for industrial purpose
•Excess production hurt margins•Many brand which sale at lower prices•Rivalries among competitors•Unfavorable weather condition•High transportation cost due to changes in oil prices
Strengths Weaknesses
Opportunities Threats
ANALYSIS
Figure 1: Dealer of brand
Figure 2: Life of business
Figure 3 -Brand consciousness
Figure 4: Better suggestion for brand acceptance
Figure5: Lead time
Figure 6: Dealers of Dalmia
To find out there is any association between dealer of brand and life of business
Value df Asymp.sig. (2-sided) Decision
Pearson Chi-Square 1.703 6 .945 Non Significant H0: Accepted
Value df Asymp.sig. (2-sided) Decision
Pearson Chi-Square 24.235 8 .002 Significant H0:Rejected
To find out there is any association between dealer of brand and type of customer
Value df Asymp.sig. (2-sided) Decision
Pearson Chi-Square 12.790 2 .002 Significant H0:Rejected
To find out there is any association between dealer of brand and Brand consciousness
To find out the differences in the dealers’ attitude in respect of Quality.
Quality ranking Mean Rank
Ultratech 1.42
Birla gold 2.61
Star 3.56
Dalmia 3.16
Topcem 4.52
Others 5.74
N 54 Decision
Kendall's Wa 0.669
Significant H0: RejectedChi-Square 180.600
Df 5
Asymp. Sig. .000
To find out the differences in the dealers’ attitude in respect of price.
Price ranking Mean Rank
Ultratech 1.19
Birla gold 4.13
Star 3.12
Dalmia 2.54
Topcem 4.06
Others 5.96
N 54 Decision
Kendall's Wa .784Significant H0: Rejected
Chi-Square 211.557
Df 5
Asymp. Sig. .000
To find out the differences in the dealers’ attitude in respect of services.
N 54 DecisionKendall's Wa .678
Significant H0: RejectedChi-Square 183.082
Df 5
Asymp. Sig. .000
Service ranking Mean Rank
Ultratech 5.28
Birla gold 5.57
Star 2.32
Dalmia 2.56
Topcem 3.14
Others 2.12
FINDINGSThere is no significant association between dealer of
brand and life of business. There is significant association between Dealer of
the Brand and Types of Customer.
There is significant association between Dealer of the Brand and Brand consciousness.
There have significant differences in the dealers’ attitude in respect of quality, price and services.
SUGGESTIONSDalmia cement can compete with other brands by providing
gift schemes to masons, contractors and placing more ads in local news channels, newspapers etc.
Dalmia cement has to decrease in its lead times.
Dalmia cement can compete better by lowering and competitively pricing its products.
Dalmia cement should invest must more in having exclusive dealership stores.
BIBLOGRAPHY:
• N.K. Malhotra: “Market Research and Methodology” 6th Edition, Pearson, New Delhi
• D.C.B.L: Journals and Intranet • Churchill, Iacobucci and Israel: “Marketing Research” A South
Asian perspective. • Websites: www.dalmiacement.com
THANK YOU