CHAPTER NO.

1 INTRODUCTION TO THE TOPIC

1.1)

Introduction to the Topic

The project is carried out in DIRK India Pvt.Ltd.at Nasik. DIRK Group of Companies is a European group entered in Indian segment in Feb2001. The Dirk Group is a specialist company developing and implementing new technologies for the recycling of industrial by-products. The head office of DIRK India Pvt. Ltd. is located at Indira Nagar, Mumbai- Agra Road, Nasik; Maharashtra and other office are in Pawai, Mumbai.

The data is collected by personal visiting and interviewing different customers of DIRK Indias product POZZOCRETE in Nasik and even from the internal records of the organization. The whole project and survey is carried out with main objective of study of satisfaction of DIRK Indias Customers and to study Principles of marketing. The project report suggests that the Customer Satisfaction of DIRK Indias Pozzocrete is at very good level. But organization should increase frequency of the Symposiums and Seminars so that, there will be more awareness in the market and increase tie ups with more thermal power plants to meet increasing demand. Finally, that will be beneficial for our own Environment. The objective of all marketing efforts is to increase profit of an organization and customer satisfaction is the key. Every satisfied customer is an asset of an organization and it should be protected one. It is very easy to regain a satisfied customer than acquiring any new customer, so there should be proper focus towards maximize customer satisfaction. Marketers must be certain to provide the best possible product for the money of customer. The concept of customer satisfaction is function of customer expectations and in this competitive era of market, products of any organization or firm should be produced with this basic objective.

1.2)

Reasons for Selecting the Topic

Customer Satisfaction is the topic of study and this is one the sensitive topic. Production of products or services is for customer and their well being. Therefore satisfaction of customer is important one. Customer satisfaction is the individuals perception of the performance of the product or service in relation to his or her expectations, so it is very important for every organization.

 Customer whose experiences match with his expectations will be satisfied and customer whose experience falls below their expectations will be dissatisfied. Every organization should take efforts that will be helpful for maximize customer satisfaction.

Dirk India Pvt. Ltd. Is the company which delivering quality to the society, converts hazardous waste into a good product called POZZOCRETE- Partial Cement Replacement.

1.3)

Scope of Work/ Study

1. This study projects main focus is on Customers Satisfaction, because every satisfied customer is an asset of an organization. 2. The projects parameter for Customers Satisfaction areas follows;

I] Product, II] Price, III] Physical Distribution (Place) IV] Promotion. 3. It will also help us to explore merits of the Product [Technical] & benefits of the Product [Social]. 4. It also provides valuable information about practical approach towards a new and technical product. 5. This product is Environment Friendly and helps us to prevent pollution at higher level, it also create awareness in the people. 6. The scope of project work is only restricted to only Pune, Nasik & Mumbai. 7. The scope of project work is carried out within 2 months.

8. Territory of this project work is Nasik, Pune & Mumbai city. Here all data and information is mainly collected from Nasik, Pune & Mumbai city.

9. The organization produces various products, but the focus of study is limited to a certain product mainly.

1.4)

Objectives of Study The Purpose of Project Report is as follows;

1. Project work is to provide the student an opportunity to investigate a problem applying commerce and management concepts in a scientific manner.

2. Project work is essentially an investigation, a recording and an analysis of the evidence for the purpose of gaining knowledge.

3. Project work enables them to apply their conceptual knowledge in practical situations and to learn the art conducting a study in systematic way and presenting its findings in a coherent report.

4. The inherent aim of every project work is knowledge. Knowledge is a tool to solve the problems of individuals, institution and society at large.

5. To help students learn the practical aspect of marketing.

6. To develop their analytical and reasoning capability.

7. To help students understand, the ways of applying various theoretical concepts which have been learnt in MBA. 8. To enable Students to act on any similar situation they face in their professional career.

1.5)

Research Methodology

The present study is the outcome of systematic procedures adopted by me, which includes Primary data collection as well as Secondary data collection. They are explained further: PRIMARY DATA COLLECTION:Primary data has been gathered specifically on project hand. This has been done using many methods:Observation Method: In this method, here, all the fact and information is collected by working with DIRK INDIA PVT. LTD. Interview Method: In this method, here, all the necessary information required is collected and studied it. Questions were asked through a questionnaire, specifically designed for this study. (Please refer Annexure). Questions were asked about company practices and procedures with regards Sales Promotions. This way the requirement was fulfilled. SECONDARY DATA COLLECTION:This was the data which already existed and had been collected by others. The information is relevant and has been used for project purpose. The methods of secondary data collection used were:General Library: From this method researcher got a lot of useful information about the study of Customer satisfaction. It helped to get the theoretical component of the project. Internet: Use of internet facility for collection of the technical data from various recognized websites.

CHAPTER NO.2 Organizational profile

2.1) History of the Company

DIRK INDIA Private LTD was formed by the UK DIRK-Group in 2000 & is positioned under the roof of MILBANK Ltd as final holding company owned by G. Dirk (chairman of Dirk Group). In 2001 the company obtained a 30 year contract for the exclusive recycling of all Pulverized Fuel Ash (PFA) from Nasik Thermal Power Station belonging to the Maharashtra State Electricity Board in Mumbai, India. NTPS is using indigenous coal & has by this a stable coal source. The coal combustion results in the production of approx. 2400 tones of PFA a day. Dirk India has undertaken to build a plant & recycle the PFA into Dirk Pozzocrete (a partial cement replacement product). The plant is built in stages, reached in 2002 a fly ash handling capacity of more than 5000 tons/day. In 2004 a processing capacity of 1000 tons Pozzocrete per day was realized. In 2006 the installed processing capacity reached 2500 tons/day. Investment into add on process are continuing. As a result of intensive & costly 3 year marketing campaign Fly Ash as cement replacement in concrete has gained wide recognition in India & in the whole region. Dirk Indias production & sales are increasing sharply in an attempt to satisfy the demand. The Pozzocrete project had been planned by the Government of Maharashtra, Georg Dirk & the MSEB to be the ignite spark to trigger the recycling of Fly Ash in Maharashtra & India & to generate savings in concrete production, improve the quality of concrete, save scare water resources which are required in vast volumes to operate Fly Ash lagoons which are occupying valuable arable land. The use of POZZOCRETE minimizes the production of cement which is connected to emission of 1 ton CO2 per ton of cement produced. The total investment in the project has now reached 46 cr. After two years of start up losses, the company is now operating in profit. Further projects in other Indian States are under consideration by franchising the POZZOCRETE Technology to local partners. At the heart of the enterprise is a group of dedicated employees driving the success. Initial training was done by a team of European experts in this field of technology. The company gets its direction from its chairman Georg Dirk. Dirk is a European Group of companies operating worldwide for the last 32 years & is present in India for past 10 years. Following a trade mission by the Honorable Chief Minister of Maharashtra to London in summer 2000, the MSEB signed in October 2000 a contract with Dirk India Pvt Ltd to utilize the PFA from their Nasik Thermal Power Station (NTPS) for the next 30 years which was widely communicated in the media & hailed as success for the Government of Maharashtra. DIRK agreed to pay a price for the ash, install a specific dry ash collection system, a classification and bagging plant together with a sophisticated laboratory facility and to start

production within 12 months. For the Dirk Group this means an investment of 1.2 million for the first stage of the project and 2.4 million for the second stage. In less than six months later, DIRK India started a limited production of quality controlled and assured cement replacement products at their Nasik factory. DIRK's activities are not limited to the Nasik power station. MOU's are in place for a second plant in Maharashtra and a third installation further a field in India. These two further plants will go into production after the Nasik venture has reached its full potential. Till year 2001, India was devoid of quality assured fly ash. Dirk Group of Companies from U.K. entered Indian segment in 2001 and has a 30 year contract with M.S.E.B. to collect Fly Ash from Nasik Thermal Power station, which is processed and sold in Indian market with Quality Assurance Certificate.

Corporate Head Office - NASHIK The Dirk Nashik Plant in Maharashtra started to cater the needs of Indian Construction industry and is fully devoted to production of Processed Fly ash with the brand name Pozzocrete. Pozzocrete India plant is certified under ISO 9000. In addition to this, Bureau of Indian Standards has certified Dirk Pozzocrete with the prestigious ISI kite mark. This is the first and only fly ash product in India which has been awarded the prestigious ISI kite mark. Pozzocrete is widely used all over the world as an ideal partial cement replacement product. This product is particularly suitable for extreme environments where the ambient temperature reaches 50C and where sea shore is very close. Therefore typically Pozzocrete has a high

demand in the area of Middle East and the Far East. Due to its unique characteristics, Pozzocrete reduces the heat of hydration of cement and prevents leaching of lime by which the life of a concrete structure is tremendously enhanced.

2.2) Company Details

A) INFORMATION Name of Firm: DIRK INDIA PRIVATE LIMITED Mr. George Dirk (Chairman) Dr. Ivana Dirk Production of Firm: POZZOCRETE Partial Cement Replacement POZZOPLAST (Director Export)

Established: In the year 2000 2001 India Office:Plot No.10, India House, Gitanjali Colony, Indira Nagar, Mumbai Agra Road, Nashik 422002 Maharashtra State, INDIA. UK Office:29 31 Wood church Lane, Prenton, Birkenhead, Wirral, CH42 9PJ, UK. E-mail:- salesindia@dirkgroup.com Web Sites: - www.dirkgroup.com www.pozzocrete.co.in

B) Manufacturing Process of Pozzocrete

Raw PFA from ESP Hoppers

Testing PFA in Lab as per quality requirement

Bagging of PFA in Jumbo Bags

Transportation of Bags to Factory/Unloading into FIBC Silo

Testing PFA in Lab as per quality requirement

Storage in feed Silo

Air Classification of PFA for manufacturing of Pozzocrete

Storage of Coarse Particles in Storage Silo

Storage in Product Silo No.1 & 3

Air Classification of PFA for manufacturing of Pozzocrete Coarse Ash used as Sand replacement/Filler in Road Asphalt etc.

Bagging of Pozzocrete Big Bags/Small Bags

Storage in Product Silo No.2

Storage in Packing Sheds

Dispatch of Finished Product

C) Benefits of using POZZOCRETE in concrete POZZOCRETE is a product whose time has come in India. POZZOCRETE will give an already knowledgeable construction industry the means to produce better, stronger and more durable concrete.

POZZOCRETE can be used in almost all types of concrete from mortar and plaster to high strength, high resistance concrete.

POZZOCRETE is a product of the combustion of pulverized coal in thermal power stations. Because of the unique nature of its creation it has unique properties to offer when used in concrete.

Each particle of POZZOCRETE is a glassy sphere of minute size (less than 50) of almost pure silica. Because of this it can benefit both fresh and hardened concrete.

The main benefits in concrete are: 1) 2) Improved Workability Improved Durability

3) Reduced Heat of Hydration 4) Setting time

2.3) Organizational Chart/ Structure

Mr. Georg Dirk (Chairman) Chai Mr. Reinhard Sniezyk (Director Partner) Chai Mr. Ivana Dirk (Dir. Export) Chai

Mr. Javed Shaikh (GM Technical Sales)

Mr. Ranjit Varma (Director Commercial)

Mr.Sanjay Khemani (Raw Mat. Manager)

Mr. R. C. Pillai (Assistant Manager Sales)

Mr. Saji Pillai (Director Finance)

Mr. Pralhad Jawale (Director Production)

Mr. Rahul Vaidya (Manager Sales Export)

Mahesh Patil (Accounts Manager)

Mr.Yogesh (Manager HR)

Joshi

45 Employees

Mr. Yogesh Kulkarni (Manager Finance)

Mr. Tejas Nalawade (Manager Export)

Mr.Hitesh Haldankar (Asst.Manager Export)

Mr. Bhojraj Poojari (Account Asst.)

2.5) PRODUCT OFFERED BY THE ORGANISATION The Pozzocrete Fly Ash range is an artificial pozzolan, specially designed to achieve optimum performance on most cement and concrete applications. In the production of Pozzocrete 40, 60, 63, and 83 high quality PFA were selected and industrially processed in order to obtain maximum performance as a cement replacement product. The POZZOCRETE brand is reserved only for those grades which meet the Indian Standard 3812, the European Standard EN450 Category S and the American Standard ASTM 618. Other by-products are called P... (with the related Grade number). The process used to produce Pozzocrete Fly Ash significantly reduces the amount of unburned particles leading to a virtually carbon free material. Optimum reactivity is obtained by rejecting the less reactive crystalline Fly Ash particles and by increasing the specific surface of the final product. POZZOCRETE products are available, depending on the product grade, in 30 kg paper bags, 50 kg HDP bags, Jumbo (big) bags carrying 1 1.3 ts , loose supply in 15 25 ts road tankers (bulkers) and on customer request in break bulk shipments. The P-grades (with the exception of the P10 grade) are only available in big-bags or in bulker. The design of all Pozzocrete grades has taken into account the severe weather conditions in the areas where it may be supplied, in order to allow high cement replacement volumes insuring adequate strength development and good durability whilst avoiding short-term damage such as bleeding and thermo-hygrometric plastic shrinkage. The use of this advanced pozzolanic Fly Ash material provides an effective reduction of the mixing water required and superior strength development, allowing high replacement rates that are not possible with normal cement additions. Compared to other Supplementary Cement Products Fly Ash in general and processed fly ash specifically provides changes to concrete in its fresh and hardened state. Click on the following link to see this in detail. (see document opposite) The cement replacement rate depends on cement and admixture type and on type of use. For normal concrete production using OPC, replacement rates in the range of 35% are recommended. For each single application the proper mix design shall be determined by appropriate testing. The proper use of Pozzocrete results in long term technical improvements of the final product and at the same time ensures major cost savings to the user.

Pozzocrete is currently produced in four different grades designed by our research laboratories to optimise the performance in cement and concrete applications. The grades reflect the particle size and by this the chemical composition of each grade. Our P-grades and Pozzoplast are arising whilst producing Pozzocrete.

1) Pozzocrete 83 - PRODUCT DATA SHEET Description Pozzocrete 83 is an high efficiency pozzolanic material, obtained by selection and processing of power station fly ashes resulting from the combustion of pulverised bituminous/sub-bituminous coal. Pozzocrete 83 is subjected to strict quality control.

Recommended uses Concrete General purpose plain and reinforced structural concrete with 28 day strength levels exceeding 50 MPa. Special purpose concrete, such as pre-stressed pre-cast concrete and high performance concrete. Cement High grade, sulphate resistant/marine resistant blended cements (Portland Pozzolana Cement). Mortar High performance mortars for use on external plastering on sea areas. Mortars to be used in the repair of structural concrete. Grout Specialized micro-grouts for crack sealing in repair works. 2) Pozzocrete 63 - PRODUCT DATA SHEET

Description Pozzocrete 63 is a high efficiency class F pozzolanic material confirming to BS 3892, obtained by selection and processing of power station fly ashes resulting from the combustion of pulverised coal. Pozzocrete 63 is subjected to strict quality control. Recommended uses Concrete General purpose plain and reinforced structural concrete with 28 day strength levels up to M60. Special purpose concrete, such as mass concrete, pre-cast concrete, pumpable concrete, self-compacting and self-leveling concrete. Cement To manufacture Blended cements (Portland Pozzolana Cement), such as sulphate resistant/marine resistant cement. Mortar General purpose mortar for plastering and brick/block gluing specialized mortars for gluing floor/wall tiles. Flow able mortars for use as structural fill in earthworks. Grout General Purpose grouts for use in earthworks for the treatment of rock cracks. Grouts for earthworks to be used in anchors.

3) POZZOCRETE 60 Description Pozzocrete 60 is a high efficiency pozzolanic material, obtained by selection and processing of power station fly ashes resulting from the combustion of pulverised bituminous coal. Pozzocrete 60 is subjected to strict quality control.

Recommended uses Concrete General Purpose plain and reinforced structural concrete with 28 day strength levels up to 50 MPa. Special purpose concrete, such as mass concrete, pre-cast concrete, pumpable concrete, self-compacting and self-leveling concrete. Cement

4) POZZOCRETE 40 Cement Replacement Description Pozzocrete 40 is a high efficiency pozzolanic material, obtained by selection and processing of power station fly ashes resulting from the combustion of pulverised bituminous coal. Pozzocrete 40 is subjected to strict quality control. Recommended uses Concrete Mass concrete to reduce the heat of hydration To enhance workability of concrete by partial sand replacement Grout General purpose grouts for use in earthworks for the treatment of rock cracks.

5) P30 for Asphalting Applications Description P30 is a high efficiency pozzolanic material, obtained by selection and processing of power station fly ashes resulting from the combustion of pulverised bituminous coal. P30 is subjected to strict quality control. Recommended uses Concrete In concrete to reduce heat of hydration. Grout General purpose grouts for use in earthworks for the treatment of rock cracks.

6) P20 Filler material Description P20 is a filler ingredient, obtained by selection and processing of power station by-products resulting from the combustion of pulverized bituminous coal. P20 is subjected to strict quality control.

Recommended uses Filler in concrete Precast Blocks Precast Elements

7) P10 Product Data Sheet Description P10 is a filler ingredient, obtained by selection and processing of power station by-products resulting from the combustion of pulverized bituminous coal. P10 is subjected to strict quality control. Recommended uses Precast Blocks Sand Replacement in Concrete/Mortar Precast Elements Fly ash bricks

 Products offered by organization :-

Pozzocrete 83:- Superfine fly ash for partial cement replacement in very high strength concrete. Pozzocrete 63:- Fly ash confirming to Dubai Central Laboratory [DCL] for partial cement replacement for RCC structures. Pozzocrete 60:- Fly ash confirming to IS 3812 Part 1 for partial Cement replacement for RCC structures. Pozzocrete 40:- Fly ash for mass concrete applications.

TEST CERTIFICATES & APPROVALS: PozzocreteTM is produced in accordance with ISO9001 PozzocreteTM is produced accordance with the Indian Standards on PozzocreteTM meets all European Standards. PozzocreteTM is produced in line with the quality control regulations of the Bureau of Indian Standards PozzocreteTM is quality verified by the Bureau of Indian Standards and the Dubai Central Laboratories and carries the ISI and DCL standard mark. Fly Ash in concrete.

2.5) SWOT Analysis Strength: 1. Companys product is highly concern about its quality and durability, as its product is certified by ISI as well as DCL (Dubai Central Laboratory) and they are always communicating with customers regarding the products construction nature and product which is suitable for their constructions durability.

2. Dirk India is having exclusive contract of 30 years with MSEB (Maharashtra State Electricity Board) for collection of raw fly ash at cheap rates. 3. Dirk India is managing margin of safety over a stock. Weakness: As we are very much concern about our product Quality, we are not reducing our product cost which is the major issue according to Customers feedback. Opportunities: 1. As they have already grabbed all the major RMC customers like Ultratech Cement, Larsen & Toubro, Ashoka Buildcon, Hiranandani Group, Lafarge Aggregates, etc, we are supplying our product at almost all the construction sites where RMC material use. 2. We have fulfilled all the opportunities which were particularly useful for capture wide business market for our product, like Ghatghar Damn, Vaitarna Damn, Middle Vaitarna Damn, etc. Threats: 1. Recently many Thermal Power Stations are coming in the country which creates ample availability of Fly Ash; it results that any RMC customer can easily collect the fly ash as per their requirement. 2. Our major competitor Ash Tech is selling fly ash instantly after lab test, they are simply trading for fly ash at very cheaper rates than us which results in losing our customer market.

CHAPTER No.3 THEROTICAL ASPCTS OF THE TOPIC

3.1) Customer Satisfaction Customer satisfaction, a term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals." It is seen as a key performance indicator within business and is often part of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. Within organizations, customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth marketing, which is both free and highly effective. Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and representative measures of satisfaction. In researching satisfaction, firms generally ask customers whether their product or service has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When customers have high expectations and the reality falls short, they will be disappointed and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for example, might receive a lower satisfaction rating than a budget moteleven though its facilities and service would be deemed superior in absolute terms. The importance of customer satisfaction diminishes when a firm has increased bargaining power. For example, cell phone plan providers, such as AT&T and Verizon, participate in an

industry that is an oligopoly, where only a few suppliers of a certain product or service exist. As such, many cell phone plan contracts have a lot of fine print with provisions that they would never get away if there were, say, a hundred cell phone plan providers, because customer satisfaction would be way too low, and customers would easily have the option of leaving for a better contract offer.

Purpose:

A business ideally is continually seeking feedback to improve customer satisfaction. Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty. Customer satisfaction data are among the most frequently collected indicators of market perceptions. Their principal use is twofold. 1. Within organizations, the collection, analysis and dissemination of these data send a message about the importance of tending to customers and ensuring that they have a positive experience with the companys goods and services. 2. Although sales or market share can indicate how well a firm is performing currently, satisfaction is an indicator of how likely it is that the firms customers will make further purchases in the future. Much research has focused on the relationship between customer satisfaction and retention. Studies indicate that the ramifications of satisfaction are most strongly realized at the extremes. On a five-point scale, individuals who rate their satisfaction level as 5 are likely to become return customers and might even evangelize for the firm. (A second important metric related to satisfaction is willingness to recommend. This metric is defined as "The percentage of surveyed customers who indicate that they would recommend a brand to friends." When a customer is satisfied with a product, he or she might recommend it to friends, relatives and colleagues. This

can be a powerful marketing advantage.) Individuals who rate their satisfaction level as 1, by contrast, are unlikely to return. Further, they can hurt the firm by making negative comments about it to prospective customers. Willingness to recommend is a key metric relating to customer satisfaction.

3.2) S-T-P Process of Dirk Company

Segmentation: We have grouped the customers region wise according to their product requirement and their positions in the market by using Customer Data Sheets, their projects, their customers and their financial status. After the above, we have systemized the customers according to product like below: Product: 1).Pozzocrete 83 Gamma Constructions Hiranandani Group Roma Builders 2).Pozzocrete 63 Crescendo Associates Vami Distributors Fosroc Chemicals (India) Pvt Ltd

Targeting: As our product is mainly useful for partial cement replacement, our primary target is to achieve RMC customers like Ultratech Cement, L&T, Ashoka Buildcon Group, ACC Cement, and Lafarge Aggregates etc.

 Positioning: As Position is concern, we have always provided best quality to our customers. Apart from that, we have always provided technical guidance to our customers via seminars; it helps us to achieve good position in our customers mind that they always satisfactory feedbacks to our products.

3.3) Marketing Mix (4 Ps of Marketing)

PRODUCT, the first of the four Ps of marketing. Product has a very special position as it constitutes the most substantive element in any marketing offer. The other elements Price, Place, and Promotion are normally employed to make the product offering unique and distinct. All products cater to and satisfy some needs of some people. So, in simple terms, we can define a product as a need satisfying entity. Product is something more than a Physical Commodity. The Dirk India offers wide range of products such as: 1.) Pozzocrete 83:- Superfine fly ash for partial cement replacement in very high strength concrete. 2.) Pozzocrete 63:- Fly ash confirming to Dubai Central Laboratory [DCL] for partial cement replacement for RCC structures. 3.) Pozzocrete 60:- Fly ash confirming to IS 3812 Part 1 for partial Cement replacement for RCC structures. 4.) Pozzocrete 40:- Fly ash for mass concrete applications. 5.) PozzoPlast:- Special quality fly ash for mortar and plasters applications. 6.) TECfil: - Dirk India exports a range of products under this category of micro spheres.

 PRICE: PRICING is undoubtedly one of the most important decision areas of marketing. Price and sales volume together decides the revenue of any business. Price is the exchange value of a product; price revolves around two elements utility and value. Utility is the generic property of the product to satisfy a need or want of the customer. Value is the quantitative worth the consumer attaches to the product. Profit is one of the major objectives in pricing. Profit maximization in the short term and profit optimization in the long term.

PHYSICAL DISTRIBUTION is the process of reaching the product to the customers. It encompasses all the activities involved in the physical flow of products from producers to consumers. Importance of Physical distribution -: 1. Physical distribution provides Place and Time Utility to products 2. Physical distribution Helps Build up Clientele 3. A highly promising area for cost reduction in most business The following are the components functions of the Physical distribution -: 1. Planning the total Physical distribution system, 2. In plant warehousing, 3. Transportation, 4. Field warehousing, 5. Receiving, Handling, 6. Secondary transport, secondary handling and sub distribution, 7. Inventory management.

 PROMOTION It is not enough for a business to have good products sold at attractive prices. To generate sales and profits, the benefits of products have to be communicated to customers. In marketing, this is commonly known as "promotion". Promotion is all about companies communicating with customers. A business' total marketing communications programmed is called the "promotional mix" and consists of a blend of advertising, personal selling, sales promotion and public relations tools. It is helpful to define the four main elements of the promotional mix before considering their strengths and limitations. Advertising Any paid form of non-personal communication of ideas or products in the "prime media": i.e. television, newspapers, magazines, billboard posters, radio, cinema etc. Advertising is intended to persuade and to inform. The two basic aspects of advertising are the message (what you want your communication to say) and the medium (how you get your message across) Personal Selling

Oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale". Sales Promotion Providing incentives to customers or to the distribution channel to stimulate demand for a product. Publicity The communication of a product, brand or business by placing information about it in the media without paying for the time or media space directly. otherwise known as "public relations" or PR. Advantages and Disadvantages of Each Element of the Promotional Mix Mix Element Advantages Good for building awareness. Advertising Effective at reaching a wide audience. Not good at getting customers to Repetition of main brand and product positioning helps build customer trust. make a final purchasing decision. Disadvantages Impersonal - cannot answer all a customer's questions.

Highly interactive - lots of communication between the buyer and seller.

Costly - employing a sales force has many hidden costs in addition to wages.

Excellent for communicating complex / Not suitable if there are thousands of Personal Selling detailed product information and features. Relationships can be built up important if closing the sale make take a long time. Can stimulate quick increases in sales by targeting promotional incentives on Sales Promotion particular products. Too much promotion may damage Good short term tactical tool. Often seen as more "credible" - since the message seems to be coming from a third party (e.g. magazine, newspaper). Public Relations Cheap way of reaching many customers - if the publicity is achieved through the right media. the brand image. Risk of losing control - cannot always control what other people write or say about your product. If used over the long-term, customers may get used to the effect. important buyers.

3.4) Supply Chain Management For smooth process of Supply Chain Management, company have taken almost all the necessary precautions. They have procured maximum fly ash quantity from NTPS. For

smooth transportation of Raw Fly ash to our factory are using Trucks on contract basis which reduces our hectic regarding vehicle maintenance, diesel, driver etc. We have stock the material product wise in advance which enable us to supply the customers according to their purchase orders. There is special system in our website for customers through which our customer can see his order quantity status online by logging in to customer area; they can also check the details of his dispatches like product, quantity, vehicle number, site address, etc. We have provided transportation for final product on contract basis which is fully supervised by our staff. While dispatching the product, we are having a practice to provide material test certificate.

3.5) Marketing Strategy Dirk India company adopted marketing strategy for sustained into the market such as they have always provided best quality to customers. Apart from that, they have always provided technical guidance to their customers via seminars; it helps them to achieve good position in our customers mind that they always give satisfactory feedbacks to used products.

3.6) Corporate Social Responsibility

The basic theme of Dirk Group is to create better usable product from waste scrap. They have always targeted their social responsibility towards better utilization of waste fly ash to Pozzocrete. By doing this they have resolved the environment pollution issue in Eklehara village. As fly ash is an industrial waste which was previously dumped in the slurry by NTPS which is very hazardous and which creates air pollution in that area, after utilization of fly ash by Dirk, they have made that area pollution free and by using the waste, have created huge market in domestic as well as in overseas market.

3.7) Future Prospective & Growth As we have already said that in future many Thermal Power Stations are coming in India which results in ample availability of ash so customer will have enough options which creates high competition and price fluctuations. Hence we have decided to divert our production to another product. We are planning to enter into Cement market with Joint Venture with reputed cement company, as we are already manufacturing Pozzocrete and with tie ups with cement industries we can jointly make the HPC (High concrete Pozzolana Cement) (same as RMC) at the lowest price which will help us to diversify our manufacturing activity and we can achieve the same reputation in cement market which we have achieved in Processed Fly Ash.

CHAPTER No.4 ANALYSIS AND Interpretations

4.1.1 PRESENTION OF INFORMATION PRODUCTION FACELITY

The Nashik POZZOCRETE plant employs around 300 people 9 (mainly from the surrounding communities) at wage level above the average wages of this region. Power station fly ash output varies in grade due to the inconsistent combustion process. To produce consistent product quality Dirk uses a custom built mechanical twin drive air separator in the processing. A far greater percentage of the fly ash can be collected and bagged for use as POZZOCRETE which will then carry the guarantee of consistency and performance. After extensive testing of the chemical and physical properties of the raw product, Dirk has established that the fly ash produced in India is as good a product as can be found worldwide, the fly ash produced from the burning of the vast reserves of indigenous coal, is consistent and perfectly suited for processing to release this major untapped resource for use in construction.

( Pozzocrete Production plant EKLAHARE, NASHIK )

Processing the fly ash to produce POZZOCRETE involves accelerating the material at high speed to separate the finer material from the coarse, this, followed by extensive sampling and testing then results in a stream of consistently fine material which can be stored for onward dispatch either in bags or by bulk tanker to concrete producers at their sites or production units.

To promote and sale Pozzocrete company had made different Areas in state and these area are under supervision of different Area Sales Managers of related area.

Areas of Distribution INLAND Market :-

Area 1: Nashik , Bhiwandi & Kalyan Area 2: Ahmadnagar Area 3: Aurangabad Area 4: Kolhapur Area 5: Pune Area 6: Mumbai Area 7: Karad

4.1.2 - COMPETATIVE ADVANTAGE COST COMPARISON: Pozzocrete is a partial cement replacement and it not only improves quality of construction but also increases profitability. Here; Price of Pozzocrete = Rs. 2 /- per Kg. Price of Cement (OPC) = Rs. 5 /- per Kg. E.g. For a certain construction process, there is a need of 130 Kg. cement. For that we have following 2- options; CASE 1: With CEMENT (OPC) only cost will be,

Rs. 5 /- * 130 Kg. = Rs. 650 /CASE 2: With CEMENT ( OPC ) & POZZOCRETE cost will be ; (Rs. 5 /- * 100 Kg) + (Rs. 2 /- * 30 Kg) = Rs. 500 /- + Rs. 60 /= Rs. 560 /Here; according to Indian Standards Pozzocrete (Fly Ash) can be replace for specific construction purpose upto 25 % and in CASE 2 we replaced Cement with Pozzocrete by 23 % which is acceptable and according to Indian Standards. From above example and its calculations, money saved is ; CASE 1: Rs. 650 CASE 2: Rs. 560 = Rs. 90 /-

Now, it is clear that customers of Pozzocrete gets cost benefit. This Cost advantage is about 13 % over only Cement use. It may act as a Competitive advantage over the Cement. 4.1.3 - PROMOTIONAL ACTIVITIES

PROMOTIONAL ACTIVITIES

SYMPOSIUM

SEMINARS

ADVERTISEMENT

INFORMATION CENTRE

Dirk India PVT. LTD. Mainly uses these three types of activities to promote their product. Along with these three, they also participate in different Infrastructure related Exhibitions and promote product with Hording advertisement. The Promotional Tools used by a company is as follows A) SYMPOSIUMS :This is very first step of Promotional activity, where DIRK company invites all famous and specialized persons from National & International market of Construction industry and Concrete specialist on a platform. These experts are helpful to create awareness about new product, techniques and methods regarding to construction industry. These all dignitaries are representatives of different technical field such as, R.C.C. Consultants, Civil Engineers, Architectures, Concrete experts, Builders, etc.

They share their experiences and point of views with other people those are interested in the new techniques and methods regarding to construction industry. These programs are most important while starting or introducing any new product or technique. So that, there is a general awareness about the product in the industry. This type of promotional activity usually done by company when they are launching & new and unique product. B) SEMINARS :-

Secondly, Dirk India Private Ltd. uses Seminars are part of their promotional activity. These Seminars are usually conducted for Technical personnel and Administrators of various Construction companies. As product is more technical and innovative one, company prefers to conduct seminars for, R.C.C. Consultants Architects Civil Engineers Builders

Because these are the people who are responsible for any successful construction and without their concern administration cannot take any decision rereading to construction. Once Technical personnel get aware about their product - Pozzocrete Company organize seminars for Administrative personnel and Directors. At this stage companys focus is particularly around their prospective clients financial advantages.

C) Maharashtra Fly Ash Information Centre:India is one of the highest fly ash producing nations of the world producing about 125 million tons per year. On the other hand, the Indian economy is growing at a rapid pace leading to an unpredicted boom in the construction industry. DIRK India played its own part in the fly ash revolution in India. This was achieved by making a high quality ISI Marked fly ash available in Maharashtra. This raised the confidence of the

users which was lacking earlier when it came to fly ash revolution by having set up the Maharashtra Fly Ash Information Centre. The centre is exclusively dedicated for training the Indian Construction fraternity for the effective use of fly ash.

Maharashtra Fly Ash Information Centre NASHIK To cater for the constantly increasing numbers of participants for the training courses held at the Maharashtra Fly Ash Information Center. DIRK India provided a larger lecture room for up to 50 participants, new research laboratories and space for catering at this complex. Along with this new auditorium, DIRK has also built a new research center which will now house a full scale physical laboratory, a chemical laboratory and a concrete testing laboratory. This research center will be fully dedicated to cross newer frontiers on the fly ash research.

This centre conducts several activities for educating the industry in various aspects of fly ash viz. Environmental Protection, Structural Durability and Life Cycle Costs, Fly Ash Processing and Concrete Mix Designing. This is achieved by conducting residential courses at Maharashtra

Fly Ash Information Centre, located at EKLAHARE, which is 15 kms away from Nasik. These courses are conducted at regular frequency and are charged At Cost so that more and more professional can get the benefits.

Major Customers Inland Market ASHOKA BUILDER - Nasik ULTRATECH (RMC) - Nasik D. S. Kulkarni ( D.S.K.) Pune Hiranandani group of companies Mumbai Godrej RMC Division L&T Grasim Industries Ultratech

4.1.4 - THE ENVIRONMENTAL ISSUES

As with most industrial processes, the production of electricity has an impact on our environment. There is the direct, immediate impact by emissions from processes using fossil fuels like coal and oil As well as the long-term impact from the use of nuclear power. But also the so-called sustainable processes (using water, wind, and sunlight) have an indirect impact on our environment. Recently third categories, sustainable alternative fuels, have been introduced to create energy by resolving waste problems of other industries. The Kyoto summit tried to find international solutions to deal with the environmental impact of emissions and this proved to be a highly political issue. The generators are responding to this challenge by selecting cleaner fuel types and by installing combined heat and power plants.

Some figures: Almost 85% or more of the Indian Fly Ash is unused and dumped on open land. Above 2, 00,000 acres land has been used so far. A staggering amount of Rs.1,000 corer or above are spent annually in this dumping exercise

Fly Ash is a serious source of Pollution in itself since it can be air borne for a very long period. The Air Pollution will result in different health hazard in the form of throat and respiratory troubles, stinging of eyes and reduces the longevity of human life. The architectural buildings adjacent to the power plants will also get affected. Again, its impact on land and ground water cannot be ignored. Like other eminence of Power Plant, the Fly Ash

will contribute a lot in reducing the land fertility and contaminating the surface and sub-surface water. The Environmental Hazards caused by Fly Ash are may be stated as follows., 1. It contributes a major share in Suspended Particulate Matter (SPM), resulting into air pollution. 2. The huge generation of Fly Ash occupies a large storage space of land, which is becoming day by day. A lot of fertile agricultural land is used for this Fly Ash disposal. 3. It silts up the natural drainage system by flowing in wet form. 4. It reduces the pH and portability of water. 5. It increases the turbidity of water while suspension and interfaces with the process of photosynthesis of aquatic plants and thus disturbs the food chain. 6. Some other toxic effects of Fly Ash has also been observed. Thus considering the serious environmental impact of this increasingly generation of Fly Ash, the importance of Fly Ash management in its collection, handling, disposal and utilization is significant. It is important to reduce the impact the Power Generation Industry has on the environment. Long-term environmental protection can only be achieved by taking a strategic view. This by-product "Ash" from power generation is a valuable raw material and this is a fact that has been recognized worldwide. Fly ash in itself is a waste product and it is a huge problem for disposal. From each power station, thousands of tons of fly ash are pumped into the ash lagoons every day. These fly ash lagoons are occupying millions of acres of agricultural land all over India.

One of the greatest benefits of utilizing fly ash is building a Green future.

4.2) ANALYSYS & INTERPRITATION OF DATA Questionnaire Analysis 1) From where you come to know about Pozzocrete Product manufactured by Dirks company?

Source
Seminars Magzines Advertisements Ex-customers other

5% 28% 41%

15%

11%

Interpretation: This Pie chart shows that Seminars are more influencing instrument and create good awareness. These seminars are conduct by organization and special for each group .i.e. R.C.C. Consultants, Civil Engineers, Builders.

2) Are you regular customer of Pozzocrete?

Response
Yes No

16%

84%

Interpretation: The above pie-charts shows that majority of the customers are regularly purchase the product as it gives full utility. Very few customers are unable to purchase it because of various reasons i.e. cost problem and distribution issues.

3) How are the product quality & its availability on the basis of your opinion? (Please choose appropriate no.)

Satisfaction
Very Satisfied Satisfied Neutral Dissatisfied Very Dissatisfied

8%

0% 2%

38%

52%

Interpretation: The above pie chart shows that 90% of the respondents are satisfied with the product as its utility really helpful in the construction. The dissatisfied customers are the result of cost and technical issues. Pozzocrete product is giving highly satisfied customers and that should be aim of every organization

4) How frequently do you purchase product Pozzocrete?

Purchase Frequency
Daily Weekly Monthly Yearly

10%

8%

21%

61%

Interpretations: The customers generally prefer to purchase product on monthly basis.

5) How do you rate customer service delivered by Dirk India Pvt. Ltd?

Ratings

24 18

6 2 Poor Fair Good Excellent

Interpretation: It is now clear that,

6) How is the product packaging?

Response
Best Average Good Poor

4%

32%

48%

16%

Interpretation : Packaging of the product is designed by identifying need and use Pozzocrete. Its packaging is user and environmental friendly. It comes in 30Kg. paper bags so that, workers can easily use it in right proportionate. Pozzocrete is also available in 1 Ton bag and Bulker truck of 15 20 tons for large construction players and RMC plants.

7) How is the product quality?

Response
Quality

28 18 4 Best Good Average

0 Poor

Interpretation: Customers opinion on Pozzocretes quality is highly satisfying. This product is certified ISI kite mark product. So the quality of product is assured one.

8) How is the technical assistance from company & or from distributors?

Technical Assistance
Customer Service

22 16 8 4 Poor Average Good Best

Interpretation: Customers of Dirk India Pvt. Ltd are very satisfied due to readily available Technical assistant from company. Company has their well educated Technical assistant and Engineers in each zonal office. These Engineers take care of any technical difficulty comes in duration of construction of project and they sent back its report to Head Office at Nashik.

9) How is the product performance? Poor

. .

Average

Good . .

Bestb b

) C u r i o s i

Views
Views

28 20

2 Best Good Average

0 Poor

10) According to you; rate the availability of product & Delivery status by distributors at site?
.

Poor

Average

Good

Best

Distribution Status
Views

20 16

Best

Good

Average

Poor

11) Which mode prefer by you for the use of Pozzocrete?

SELF MIX Responses Percentage 19 23%

RMC 31 77%

Total 50 100%

MODE OF USE
SELF MIX 23% RMC 77%

RMC

SELF MIX

Interpretation: Form above Pie-chart, it is clear that majority of customers are preferring RMC mode for use of Pozzocrete. Now, RMC become more famous as it provides concrete made with various scientific tests, with its technical specification and readily available when it need. Every component in RMC is checked; as per directions of Government bodies.

12) From how long the firm is using Pozzocrete? Duration 6 to 9 yrs 3 to 6 yrs 0 to 3 yrs Responses 5 15 30 Percentage 12% 38% 50%

TOTAL

50

100%

DURATION AS CUSTOMER
6 to 9 yrs 3 to 6 yrs 0 to 3 yrs

12% 50% 38%

Interpretation: Most of the firms are using Pozzocrete from last 3yrs. to 6yrs. This is result of continuous effort taken by all Marketing and Sales personnel. They educate, train and create awareness within R.C.C. Consultants, Civil Engineers and Builders, so they start use the product in good manner without any hesitation.

13) Do you think that Pozzocrete is eco-friendly product; & it helps in reducing pollution?
.

Yes

No

Views
No 8%

Yes 92%

14) Would you like to purchase Pozzocrete again?

.

Yes

No

May not be

Views
Yes No 2% 6% May not be

92%

15) Any initial difficulties faced by staff when firm started using Pozzocrete as a partial cement replacement? Answer:It is observed that, use of a new product i.e. Pozzocrete is quite challenging, because -

1. Initially staff was not familiar with Pozzocrete and its method of use. 2. Difficulty mainly solved by DIRKs seminars and symposiums. 3. Government Bodies are also started issuing guidelines for use of Fly Ash. 4. Yes, initially we did found difficulties in technical specification after replacement but after guidance of Dirk technical staff, we were able to achieve our desired result in partial replacement. No we crossed almost 5 years using Pozzocrete. 16) Which are the technical benefits firms getting by using Pozzocrete as a partial cement replacement? Answer :-Some of the technical advantages of a Processed Fly Ash (PFA) product in its main area of application (concrete) compared with concrete produced on OPC on its own ; 1. Reduction in water demand

2. Improved workability

3. Slower rate of set

4. Less risk of thermal cracking

5. Increased resistance to sulphate and acid attack

6. Increased protection to reinforcement

7. Increased resistance to salt weathering

17) Was there initial objection taken by the firms RCC consultant? Answer:

Initially, it was observed that initially RCC Consultant were not so familiar with Pozzocrete and its usage and advantages. There were seminars and symposiums conducted by DIRK India, so they become aware and sure about product. They recommend the Pozzocrete because of its highly maintained quality.

18) What are the advantages of Pozzocrete as a partial cement replacement? Answer: - The Advantages which firms are getting as follows ; 1. Cost Reduction in construction 2. Reduced Plastic shrinkage Cracking 3. Reduced Thermal Cracking 4. Increased Concrete Permeability 5. Durability of Structure is Increased 6. Water Demand Reduced 7. Long Term Strength Increase by 15% -20% 8. Heat of Hydration Substantially Reduced

19) According to you; which are the disadvantages of Pozzocrete?

Answer:It is observed that, there is only one small disadvantage of Pozzocrete i.e., the 7th day strength is slightly reduced compared to general concrete. Typical concrete performance with 25% Pozzocrete 60 & concrete with only OPC Concrete with OPC Early Strength (7 days) 28th day Strength Long Term Strength (after 28 days) Concrete with P60 Reduces by 10%15% compare with OPC Similar

More than concrete with P-60

Similar Freezed (same as 28th day Strength)

Increased by 15% -20%

Finally; it can be said that, there is only one small disadvantage of Pozzocrete but actually it is beneficial for Long term strength.

CHAPTER No. 5 OBSERVATION

& FINDINGS

1. Customers are well satisfied with the seminars conducted by the company for the purpose of creating awareness. 2. By conducting the survey we come to know that most of the firms are using Pozzocrete. 3. There is only one disadvantage of Pozzocrete

CHAPTER No. 6 Limitations TO THE Project WORK

1. Territory of this project work is Nasik city itself. Here all data and information is mainly collected from Nasik city. So the area barrier is the main limitation for the study and overall analysis of customer satisfaction in detail is not possible. Due to these limitation; we had to use findings & considered it as a general findings.

2. All other data is collected from Sample Survey, therefore this study has some limitations of sample survey. The selection of sample for survey is also one of the major drawbacks in the study.

3. The organization produces various products, but the focus of study is limited to a certain product mainly. Overall study of each product is quite impossible because of lag in time as well as limited cost.

4. Trade secrecy is also maintained in some cases by the respondent as well as by the company results in limited scope for overall evolution of subject matter.

CHAPTER No.6 Suggestions

1. Company should make an effort to increase awareness among the customers by giving advertisement in local media like Newspapers, Hoardings & other mode of communication. 2. Company should provide attention while advertising in the poster & display board. 3. Company should concentrate more on conducting seminars, training session to make customer aware about product its features & usage, benefits. 4. Company should maintain time to time communication with customers to make them aware about any change in the product as well as maintained good relationship with them, build with them healthy relationship & make separate department for customer grievances handling & feedback. 5. Company should also look over the expenses on the transportation of raw material as well as product which is helpful in reduction of cost of the product as some of the customer leaving the organization. 6. Company should also look for corporate sustainability in the long run. 7. Company should also improve over the channel of distribution.

Bibliography Philip Kotlar- Kewin Lane Keller- Marketing Management- Published By: Ashok K. Ghosh Kothari C. R.; Research Methodology (Methods & Techniques) Websites: www.dirkgroup.co.in www.pozzocrete.co.in www.wikipedia.com