A PROJECT REPORT ON

Shelter In Relief And Aid In The Market IN

MITHILA MALLEABLES LIMITED

In Partial Fulfillment of MBA Degree Session 2011-2012

Under the guidance of : -

Submitted By: -

Roll No: -

Submitted To :

DECLARATION

I here by declare that the following documented project report titled Shelter In Relief

And Aid In The Market is an original and authentic work done by me for the partial
fulfillment of Masters In Business Administration degree program at MITHILA MALLEABLES limited, Mandi Gobindgarh .

I here by certify that all the Endeavour put in the fulfillment of the task are genuine and original to the best of my knowledge.

PREFACE
The successful completion of this project was a unique experience for us because by visiting many place and interacting various person, I achieved a better knowledge about this project. The experience which I gained by doing this project was essential at this turning point of my carrier this project is being submitted which content detailed analysis of the research under taken by me. The research provides an opportunity to the student to devote her skills knowledge and competencies required during the technical session. The research is on the topic Shelter in Relief & Aid in the Market.

EXECUTIVE SUMMARY The main aim of marketing is to provide solid foundations that are useful for explanation, prediction and control of the business activities. For the products cannot be marketed using the common ways like advertisements, TV promotions, brand ambassadors etc. the dealer network is the key to success. Every company aspires to provide goods and services to satisfy the needs of dealers.

Dealer satisfaction is of utmost importance for a company. I have done my research at the same for MITHILA MALLEABLES Ltd. The company deals in shelters etc which are used during relief works etc. So it must have an excellent dealer network. I have collected primary data to know how the satisfaction of the dealers of the company. I hope that this report shall help the company in improving the satisfaction level of its dealers thereby increasing the sales.

TABLE OF CONTENT
Chapter Number Title
List of Tables List of Charts

INTRODUCTION
1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 Introduction to the study Industry profile Company Profile Statement of the Problem Objective of the Study Scope of the Study Research Methodology Limitations of the Study

II III IV

REVIEW BACKGROUND

OF

LITERATURE/THEORETICAL

DATA ANALYSIS AND INTERPRETATION FINDINGS AND SUGGESTIONS, CONCLUSION APPENDIX (QUESTIONNAIRE, BIBLIOGRAPHY Other materials),

LIST OF TABLES
Table No. 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 3.10 3.11 3.12 3.13 3.14 Title
Table showing Experience in dealership: Table showing Time period, being a MITHILA MALLEABLES Ltd. dealer: Table showing Quality of MITHILA MALLEABLES Ltd. product: Table showing Opinion of the dealer on the factor which enabled them to be the dealer of MITHILA MALLEABLES Ltd.: Table showing Opinion about credit period given by MITHILA MALLEABLES LTD.: Table showing about promotional activities: Table showing Pricing compared with competitors: Table showing Promotional activity preferred with MITHILA

MALLEABLES Ltd.: Table showing Timely delivery of MITHILA MALLEABLES Ltd. products: Table showing Opinion the employees relation with you: Table showing Factor that the dealers expect largely from the company: Table showing Opinion about the proper accessibility of MITHILA MALLEABLES Ltd. product: Table showing The next largest supplying brand in demand: Table showing Opinion about companies over all service performance today compared to last year:

3.15 3.16

Table showing After sales service given by the company Table showing dealers who recommend MITHILA MALLEABLES LTD. products

LIST OF CHARTS
Chart : Title No. 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 3.10 3.11 3.12 3.13 3.14 3.15 3.16
Chart showing Experience in dealership: Chart showing Time period, being a MITHILA MALLEABLES Ltd. dealer: Chart showing Quality of MITHILA MALLEABLES Ltd. product: Chart showing Opinion of the dealer on the factor which enabled them to be the dealer of MITHILA MALLEABLES Ltd.: Chart showing Opinion about credit period given by MITHILA MALLEABLES LTD.: Chart showing about promotional activities: Chart showing Pricing compared with competitors: Chart showing Promotional activity preferred with MITHILA MALLEABLES Ltd.: Chart showing Timely delivery of MITHILA MALLEABLES Ltd. products: Chart showing Opinion the employees relation with you: Chart showing Factor that the dealers expect largely from the

company: Chart showing Opinion about the proper accessibility of MITHILA MALLEABLES Ltd. product: Chart showing The next largest supplying brand in demand: Chart showing Opinion about companies over all service performance today compared to last year: Chart showing After sales service given by the company Chart showing dealers who recommend MITHILA MALLEABLES LTD. products

ABSTRACT
This project work is A Study on Dealers Satisfaction With Reference To MITHILA MALLEABLES Ltd. The study was conducted with respect to dealers of the organization. The main objective of the study is to find the Dealers Satisfaction Level with MITHILA MALLEABLES Ltd. Customer satisfaction begins with a difficult faith. It starts with a commitment to deliver the result for each customer which is also a concern for the dealers. Thus it increases sales and profitability. The co-operation obtained from the management as well as dealers results in the development of the industry as a whole. The primary data relevant to the topic were collected through questionnaire method. The secondary data were also helpful for the preparation of the report. A sample of 40 dealers has been interviewed through the questionnaire. The data collected has been analyzed by using simple percentage method and weighted average method and have been interpreted by using pie charts and bar charts. Major findings revealed that most of the dealers are fairly satisfied with the good quality product and product availability of market. But they are not much satisfied with credit period and promotional activities given by the company.

CHAPTER-1 INTRODUCTION OF THE STUDY 1.1 Introduction

Dealers generally experience satisfaction when the performance level meets or exceeds the minimum performance expectation levels and dissatisfied when performance fall short of expectation. The source that build customer expectation include experience with product, friends, family members, neighbors associates, consumer reports and marketing communication This study on dealers satisfaction conducted with reference to MITHILA MALLEABLES Ltd. helps to find out the satisfaction level of dealers towards company services. It suggests management the ways to motivate dealers and in turn increase company sales as well as market demand.

1.2 Steel Industry Profile

Introduction
Steel is crucial to the development of any modern economy and is considered to be the back bone of human civilization. The level of per capital consumption of

steel is treated as an important index of the level of socio economic development and living standards of the people in any country. It is a product of a large and technologically complex industry having strong forward and backward linkages in terms of material flows and income generation. All major industrial economies are characterised by the existence of a strong steel industry and the growth of many of these economies has been largely shaped by the strength of their steel industries in their initial stages of development. Steel, the recycled material is one of the top production in the manufacturing sector of the world. New innovations are also taking place in Steel Industry for cost minimization and at the same time production maximization. Some of the cutting edge technologies that are being implemented in this industry are thin-slab casting, making of steel through the use of electric furnace, vacuum degassing, etc. The liberalization of industrial policy and other initiatives taken by the government have given a definite impetus for entry, participation and growth of the private sector in the steel industry. While the existing units are being modernized/expanded, a large number of new/Greenfield steel plants have also come up in different parts of the country based on modern , cost effective, state of-the-art technologies. At prey of sent, total (crude) steelmaking capacity is over 34 million tones and India, the 8th largest producer. Steel is crucial to the development of any modern economy and is be the backbone of human civilization. It is a product of a large and technologically complex industry having strong forward and backward linkages in terms of material flows and income generation. considered to

History of Indian Steel Industry

Steel is an important indicator to analyze the economic development of a country. The steel industry is highly scientific and technology oriented. Technological advancement is very important for the overall health of the steel industry. - During Ancient Period The history of iron and steel making in India goes back by several centuries. It dates to 480 BC when archers in India used arrows tipped with steel. The iron pillar of Dhar near Indore in Madhya Pradesh dates back to about AD, the iron pillar of Kutab Minar near Delhi dates back to about 400 AD and the iron beams of Sun temple of Konark in rissa dates back to the century. These pillars are a testimony to ancient India's expertise in the making of steel. - Before Independence The roots of the Indian Steel industry in modern times can be traced to the year 874, when a company called Bengal Iron works at Kulti near Asansol in West Bengal produced iron The prominent steel manufacturers before independence were Indian Iron and Steel company ( 1922 ) , Mysore Iron and Steel Works ( 1923 ) and Steel corporation of Bengal ( 1987 ). - After Independence India found it difficult to sustain development in steel sector

after independence on its own due to the lack of technological development. The high cost of developing technology in this sector proved to be a major hindrance. That's when the government decided to go for synergy with other countries for technology transfer. Some of the prominent steel plant set up then was in Rourkela in collaboration with West Germany and in Bokaro in collaboration with Russia. These steel plants came under the purview of public sector enterprises. - Post Liberalization

The post liberalization scenario in the Indian Steel industry has witnessed a monumental shift. Some of the salient features are :

- The need for license for increasing capacity has been abolished. - Steel industry has been removed from the list of Industries under the control of state sector. - Foreign equity investment in steel has gone up to 74%. - In January 99 the price and distribution controls were removed. - Policies like convertibility of rupee on trade account, freedom to mobilize resources from overseas financial markets and restructuring of existing tax structure have immensely benefited the industry.

SWOT Analysis of Indian Steel Industry

STRENGTH Low rates labour WEAKNESS OPPORTUNITY Growing domestic and international Abundance of Quality manpower Steel production in India is also hampered by power shortages. Positive stimulation India is deficient in from construction raw materials required by the steel industry. production Insufficient freight capacity and transport infrastructure industry Mature base market Product mix and Product diversification Becoming of sub-contractor to large units Abundant scope to capture export market by countries like iraq, China, japan, etc, Slow improvement in quality Inability to match fast changing customer needs THREAT Entry of multinational in domestic market Stiff competition

wage Labour productivity is still very low

Future Aspect of Indian Steel Industry

It has to be said that the global recession has affected the Indian steel industry especially stainless steel, but the steel industry is trying to offset the negative effect of the recession by focusing on transportation and construction projects which are usually funded by the government.

India is the only country globally to record a positive overall growth in crude steel production at .0 per cent for the period January March 2013.

It is estimated that India's steel consumption will grow at nearly annually till 2012 .

6%

The National Steel Policy has forecasted the demand for steel would reach million tons by 2020.

Milestone The Indian steel industry has come a long way since its humble beginnings. The takeover of the British steel giant Corus steel by Tata Steel and the acquisition of Arcelor by Mittal Steel herald a new beginning for the Indian steel industry. These events signify the fact that the Indian steel industry has acquired a global identity and are today extremely competitive globally. Some of the prominent steel producers today are Posco, Tata Steel, Mithila Malleables, Ispat, Sail and Rinl. Future trends

It has to be said that the global recession has affected the Indian steel industry especially stainless steel, but the steel industry is trying to offset the negative effect of the recession by focusing on transportation and construction projects which are usually funded by the government.

India is the only country globally to record a positive overall growth in crude steel production at 1.01 per cent for the period January -March 2009. It is estimated that India's steel consumption will grow at nearly 16% annually till 2012. The National Steel Policy has forecasted the demand for steel would reach 110 million tons by 2019-2020.

SCENARIO OF PRESENT STEEL INDUSTRY IN INDIA The Indian steel industry have entered into a new development stage from 2005-06, riding high on the resurgent economy and rising demand for steel. Rapid rise in production has resulted in India becoming the 5th largest producer of steel. It has been estimated by certain major investment houses, such as Credit Suisse that, Indias steel consumption will continue to grow at nearly 16% rate annually, till 2012, fuelled by demand for construction projects worth US$ 1 trillion. The scope for raising the total consumption of steel is huge, given that per capita steel consumption is only 40 kg compared to 150 kg across the world and 250 kg in China. The National Steel Policy has envisaged steel production to reach 110 million tonnes by 2019-20. However, based on the assessment of the current ongoing projects, both in Greenfield and Brownfield, Ministry of Steel has projected that the steel capacity in the county is likely to be 124.06 million tonnes by 2011-12. Further, based on the status of MOUs signed by the private producers with the various State Governments, it is expected that Indias steel capacity would be nearly 293 million tonne by 2020. Production

Steel industry was delicensed and decontrolled in 1991 & 1992 respectively. Today, India is the 7th largest crude steel producer of steel in the world. In 2010-11, production of Finished (Carbon) Steel was 59.02 million tonnes. Production of Pig Iron in 2010-11 was 5.299 Million Tonnes. Last 5 year's production of pig iron and finished (carbon) steel is given below:

Demand - Availability Projection

Demand Availability of iron and steel in the country is projected by Ministry of Steel annually. Gaps in Availability are met mostly through imports.

Interface with consumers by way of a Steel Consumer Council exists, which is conducted on regular basis. Interface helps in redressing availability problems, complaints related to quality.

Steel Prices

Price regulation of iron & steel was abolished on 16.1.1992. Since then steel prices are determined by the interplay of market forces. There has been an up-trend in the domestic steel prices since 2006-07 and the trend accentuated since January this year. Rise in raw material prices, strong demand in the international and domestic market and up-trend in the global steel prices have been some of the reasons cited by the industry for increase in the steel prices in the domestic market.

The mismatch in demand and supply is considered to be the main reason on the demand side for the rise in steel prices. Honorable Steel Minister has held discussion with all major steel investors including Arcellor-Mittal, POSCO, Tata Steel, Mithila Malleables, Ispat and also SAIL, RINL to explore the possibility of expediting the ongoing as well as envisaged steel projects.

The Government also took various fiscal and other measures for stabilizing the steel prices like exempting pig iron, non alloy steel and steel making inputs like zinc, ferro-alloys and met coke from customs duty; withdrawing DEPB benefits on export of various categories of steel products and bringing back railway freight on iron ore from classification 180 to 170 for domestic steel producers.

In May 2010, the Government imposed 15% export duty on semi-finished products, and hot rolled coils/sheet, 10% export duty on cold rolled coils/sheets and pipes and tubes and 5% export duty on galvanized steel in coil/sheet form in order to further curtail rising prices and increase supply of steel in the domestic market.

Exports of Iron & Steel

Iron & Steel are freely exportable.

Advance Licensing Scheme allows duty free import of raw materials for exports. Duty Entitlement Pass Book Scheme (DEPB) introduced to facilitate exports. Under this scheme exporters on the basis of notified entitlement rates, are granted due credits which would entitle them to import duty free goods. The DEPB benefit on export of various categories of steel items scheme has been temporarily withdrawn from 27th March 2010, to increase availability in the domestic market.

1.2 Company profile

Established in the year 1992, at Mandi Gobindgarh, Punjab, India, we, "Mithila Malleables Pvt. Ltd.", are engaged in manufacturing and supplying superior quality Industrial Forged Products & Equipment and Cast Products & Billets. Our offered range includes Support Roller Assembly For a Rotary Kiln, Anvil Tup for a Large Forging Hammer, Casting Of Support Roll Material, Chock, Coal Pulverising Mill Base Core Assembly, Double Poured Chilled Rolls, Mill Bases For Coal Pulverizers, Mill Head and 500 TPD Sponge Iron KillenTyre Under Heat Treatment. We have a team of experienced and qualified professionals that forms the backbone of our organization. Our team works in close coordination with each other that helps in meeting the organizational goal within the set time frame. They use superior quality raw materials and cutting edge technology for manufacturing the Industrial Forged Products & Equipment and Cast Products & Billets in compliance with the defined quality standards. The quality analyst also make sure that raw materials used in the manufacturing process are procured from the reliable vendors of the industry. This helps in ensuring that defect free range is manufactured and delivered at the end of our clients'. Our clients include M/S The Tate Iron & Steel Co. Ltd (Jamshedpur), M/s Tata Refractories Limited, M/s Morgan Construction Co. (I) Pvt. Ltd (Mumbai) and M/s Welspun Gujarat Stahl Rohren Limited (Gujarat). We also have a capacious warehousing unit that spreads across a wide area. Our warehouse is installed with all the amenities that helps in storing our products in an organized and systematic manner. With our wide distribution network, we are able to deliver our bulk consignments in different parts of the country within the predefined time.

Product Portfolio We are known as one of the trusted and reliable names, engaged in manufacturing and supplying superior quality Industrial Forged Products & Equipment and Cast Products & Billets. These are designed and developed under the supervision of our experienced professionals as per the defined quality standards. Our valued customers can purchase these products from us at market leading prices. We offer:

Category Forged Products & Equipment

Sub Category Support Roller Assembly For a Rotary Kiln Anvil Tup for a Large Forging Hammer Casting Of Support Roll Material Chock Coal Pulverising Mill Base Core Assembly Double Poured Chilled Rolls Mill Bases For Coal Pulverizers Mill Head 500 TPD Sponge Iron KillenTyre Under Heat Treatment Transmission Pinion Machine Girth Gear

Cast Products & Billets

Pre Forged Alloy Steel Ingot Casting of Pump Casing Machined Turbine Casting Casting of Hydro

Features: Corrosion resistant finish High tensile strength Exceptional hardness High ductility Rugged construction Withstand high temperature Good yield strength Team

We are backed by a team of highly dedicated and trained professionals, who work in close proximity with each other. Our team comprises engineers, quality experts, testing professionals, sales and marketing executives, machine operators and other skilled and semi-skilled workers. They have years of experience and vast knowledge of their respective work areas, which help them in meeting the specific and bulk requirements of our valued customers within the predefined time. professionals performs following functions: Procuring agents carefully source superior grade of raw materials Designing of the products as per the defined quality standards Quality of products in conformity with the quality control policy

Safe packaging Delivery of the consignment well on time Infrastructure

State-of-the-art-infrastructure forms the backbone of organization. The infrastructure is segregated into different sections that helps in carrying out all our business operations in an efficient and hassle free manner. We have a well developed manufacturing unit that is installed with all the machinery that ensures hassle free manufacturing process. These machines are timely maintained and upgraded as per the latest technological advancements. This helps in increasing the production process and meeting the bulk requirements of our valued customers within the defined time frame. Following are some of the machines installed in manufacturing unit: Lathe machines Drilling machines Shearing machines Turning machines Welding machines Header Power press

Quality Assurance

Quality being the prime importance for our organization, we make all our endeavours in maintaining high quality standards in our Industrial Forged Products & Equipment and Cast Products & Billets. Our quality analyst make sure that raw materials used in the manufacturing process are of superior quality and are procured from the vendors. They also check the manufactured products on defined parameters, to ensure defect free range is manufactured and offered to our valued customers. Our Industrial Forged Products & Equipment and Cast Products & Billets are checked on the following parameters:

High tensile strength Corrosion & abrasion resistance Mechanical properties Warehouse & Packaging

In our organization, we have a spacious warehousing unit that helps in storing our Industrial Forged Products & Equipment and Cast Products & Billets in an organized and systematic manner. Our warehouse is segregated into different sections that helps in easy accommodation, access and retrieval of our products at the time of shipment. Some of the features of our warehouse are mentioned below: Fire safety arrangements Good connectivity through all modes of transport Strategically located Proper ventilation Material handling equipment In addition to warehousing, we also lay utmost importance in packaging of our Industrial Forged Products & Equipment and Cast Products & Billets. Our packaging personnel pack these in superior quality packaging material, to ensure their safe transit. Our Valued Clientele

We aim to achieve maximum satisfaction of our customers by offering them superior qualityIndustrial Forged Products & Equipment and Cast Products & Billets. These are manufactured under the close supervision of our experienced professionals, who have years of experience and vast knowledge in their respective domains. They use superior quality raw materials and sophisticated technology for manufacturing these in compliance with the defined quality standards. To maximize

customer satisfaction, our quality analyst check the manufactured products on defined parameters prior to their final dispatch. Our clients include: M/S The Tate Iron & Steel Co. Ltd (Jamshedpur) M/s Tata Refractories Limited M/s Morgan Construction Co. (I) Pvt. Ltd (Mumbai) M/s Welspun Gujarat Stahl Rohren Limited (Gujarat) Why Us?

Following are some of the factors that have contributed in the growth and development of our organization: Ethical business policy Easy mode of payments Wide distribution network Customer focused approach Availability of customization Timely delivery of consignment Advanced manufacturing techniques State-of-the-art manufacturing facility

Products & Services

We are one of the leading organization engaged in manufacturing and supplying of wide range of Industrial Forged Products & Equipmentand Cast Products & Billets. Our range of products include Support Roller Assembly for a Rotary Kiln, Anvil Tup for a Large Forging Hammer, Casting Of Support Roll Material, Chock, Coal Pulverising Mill Base Core Assembly, Double Poured Chilled Rolls, Mill Bases For Coal Pulverizers, MIll Head and many more. These are fabricated under the supervision of the experienced professionals by using fine quality raw materials that are sourced from the reliable vendors of the market. The offered products are widely acclaimed by our customers for rugged construction, durability and corrosion resistance. We offer: Forged Products & Equipment

We hold expertise in offering a wide range of Forged Products & Equipment that include Coal Pulverising Mill Base Core Assembly, Double Poured Chilled Rolls, Mill Bases For Coal Pulverizers, MIll Head, 500 TPD Sponge Iron KillenTyre Under Heat Treatment, Transmission Pinion Machine, Girth Gear and many more. These offered products are designed and developed using fined quality raw materials and latest technology. The products are also checked thoroughly by our quality analysts to ensure that defect free range is supplied to our customers. Our offered range is widely acclaimed by our customers for high tensile strength, durable finish and easy operation. We offer: Support Roller Assembly For a Rotary Kiln

Anvil Tup For Large Forging Hammer Wheel Chock Coal Pulverizing Mill Base Core Assembly Double Poured Chilled Rolls Mill Bases For Coal Pulverize

Cast Products & Billets [

We are one of the leading organization engaged in manufacturing and supplying a wide range of Cast Products & Billets. Our range of products include Pre Forged Alloy Steel Ingot, Casting of Pump Casingand Machined Casting of Hydro Turbine Casting. These offered products are designed and developed using fine quality raw materials that are sourced from the reliable vendors of the market. Our offered products are designed as per the defined industry standards and are widely acclaimed by our customers for durability, reliable performance and sturdy construction. We offer: Pre Forged Alloy Steel Ingot Pump Casting Machined Casting Of Hydro Turbine Casting Casting Of Support Roll Material Industrial Gears [2]

Girth Gear Transmission Pinion Machine

Related Product Catalogs

Hydrau Pneumatics Shree Casters Supplier manufacturer casting of & die components, Balaji Shell Sham Udyog Limited Supplying Established in 2006 we are a leading manufacturer & and supplier of pressure die manufacturing steel casting casting components & such as stainless steel industrial die casting casting, industrial stainless components from India. steel casting, precision

engine block castings,

aluminum die castings, stainless steel casting for automobile castings and hydro power generation, steel castings. steam power generation and wind mills.

Forged Products & Equipment We are offering to sell an extensive range of Forged Products & Equipments that includes: - Support Roller Assembly For a Rotary Kiln - Anvil Tup For Large Forging Hammer - Casting Of Support Roll Material - Chock - Coal Pulverizing Mill Base Core Assembly

- Double Poured Chilled Rolls - Mill Bases For Coal Pulverizers - Mill Head - 500 TPD Sponge Iron Killen Tyre Under Heat Treatment - Girth Gear * Features: - High tensile strength - Durable finish - Easy operation Coal Pulverizing Mill Base Core Assembly

We are one of the leading manufacturers and suppliers of Coal Pulverising Mill Base Core Assembly that are fabricated under the able guidance of the experienced professionals, who hold vast knowledge in this domain. The offered products comply to the defined industry standards and are also further tested by our quality analysts to make sure that these are defect free and flawless in performance. Our customers based across the country widely appreciated the offered products for durability, sturdy construction and high tensile strength. Forged Products Offering forged products. We are one of the leading organization engaged in manufacturing and supplying of wide range of Industrial Forged Products & Equipment and Cast Products & Billets. Our range of products include Support Roller Assembly for a Rotary Kiln, Anvil Tup for a Large Forging Hammer, Casting Of Support Roll Material, Chock, Coal Pulverizing Mill Base Core Assembly, Double Poured Chilled Rolls, Mill Bases For Coal Pulverizes, Mill Head and many more. These are fabricated under the supervision of the experienced professionals by using fine quality raw materials that are sourced from the reliable vendors of the market. The offered

products are widely acclaimed by our customers for rugged construction, durability and corrosion resistance.

CHAPTER-II REVIEW OF LITERATURE

Marketing is essentially about marshaling the resources of an organization so that they meet the changing needs of customers on whom the organization depends. As a verb, marketing is all about how an organization addresses its markets. According to William. J. Stantion Marketing is a total system of interesting business activities defined to Plan, piece, promote and distribution want satisfying products & services to present and potential consumers A social and managerial process, by which individuals and groups obtain what they need and want, through creating and exchanging product and value with others. Customer satisfaction begins with a difficult faith; it starts with a commitment to deliver the result for each customer which is also a concern of the dealers. Hence for a manufacturing company, in order to satisfy its customers, it is highly important to satisfy its dealers, as they are the direct customers to them. Establishing satisfaction as the ultimate goal is like the other ultimate goals of business pursuit of higher profits or shareholders wealth. Perfect dealer service or satisfaction is one that meets the combined need satisfaction is a systemized service that involves the entire organization. But many organizations have yet to develop this kind of awareness of dealer satisfaction strategy In most business, the individual dealer is the pivot in the marketing effort, He is the real interface between the firm and its customers. It is the dealers interaction with consumer that given rise to a sale. So the quality of this interaction is a key determinant of marketing success. It will determine the extent to which the effort and expenditure incurred by the firm on promotion is translated to sales. Experience shows that even after generating good consumer preference of its brands through effective advertising and promotion, a firm may fail to generate sales if its dealers are weak and competitors dealers are strong.

Dealership is the set of activities that market products or services 'to final consumer for their own personal or household use. It does this by organizing their availability on a relatively large scale and supplying them to consumers on a relatively small scale. Some of the major activities of dealer are: Dealers sell to final (non-business) consumer They buy in large quantities and sell in small quantities to consumer, who buys for their own personal or household use. Dealers often buy products from a wide variety of distant, even global resources. Dealer can sell services. Dealer sells to many different consumers.

Satisfaction is a persons feeling of pleasure or disappointment resulting from comparing a products perceived performance (outcome) in relation to his or her expectations. As this definition makes clear, satisfaction is a function of a perceived performance & expectation. If the performance falls short of expectation the dealer is dissatisfied and if the performance exceeds expectation the dealer is highly satisfied or delighted. Dealer satisfaction: Dealer generally experienced satisfaction when the performance level meets or exceeds the minimum performance expectation levels and dissatisfied when performance fall short of expectation. The sources that build customer expectation include experience with products, friends, family members, neighbors, associates, consumer reports and marketing communication. Dealers satisfaction is business term which is used to capture the idea of measuring how satisfied as enterprises dealers are with the organization effort in the market place. Every organization has customers of some kind the organization provides products good and/or bad through the mechanism of a market place. The product the organization provides are subject to competition whether by similar products or by substitution products. The reason and organization is interested in the satisfaction of its retailers is because they make the customers to purchase the organizations products. The state of satisfaction depends on a number of both psychology and physical variables.

Satisfaction is basically a psychological state; it is a difficult thing to measure quantitatively. Satisfaction should add value to both your dealer and company. Dealer satisfaction = Actual performance Dealer expectation In most cases the individual dealer is a force recommend within the given local. He knows the consumers need, he is also in position to provide the required service. Naturally he is in a position to influence the decision of customers. He builds goodwill and also wins new customers for the firm. In fact with his cooperation a firm can get a continuous stream of new customers at lesser unit cost. Marketing Marketing is all around us. In one form or another it is close to every individual. It affects almost every aspect of our daily life the activity of marketing is of the people, for the people and by the people. Marketing plays an important role in society by helping us satisfy our needs and wants and by helping organizations determine what to do.

The Marketing Concept A dealer or retailer is any business enterprise whose sales volume primarily from retailing. Dealing includes all activities involved in selling goods or services directly to final customers for personal and industrial use. Dealing consists of the sale of good or merchandise, from fixed location such as a department store or kiosk, in small or individual lots for direct consumption by the purchaser. In commerce, a dealer buys goods or products in large quantity from manufactures or importers, either directly or through a wholesaler, and then sells smaller quantities to the end user. Dealers are at the end of the supply chain. Manufacturing marketers see the process of dealing as a necessary part of their overall distribution strategy.

Dealers Marketing Decision Dealers are always searching for new marketing strategies to attract and hold customers. In the past, dealers attracted customers with unique products, more or better services than their competitors offered, or credit cards, today national-branch manufacturers, in their drive for volume, have placed their branded goods everywhere. National brands are formed not only in department stores but also in mass merchandise discount stores, off price discount store and on the web. As a result the dealer assortments are looking more and more alike. Service differentiation among dealers has also eroded. Many departments stores have trimmed their services, whereas discounters have increased theirs. Customers have become smarter and more price sensitive. They see no reason to pay more for identical brands especially when service differences are shrinking. For all these reason many dealer today are rethinking their marketing strategies.

1.4 STATEMENT OF THE PROBLEM

In a society where there is steep erosion of values and at a time when relationship are getting strain day by day. MITHILA MALLEABLES Ltd. is a well-established organization. The company is trying to study the best opportunities that can be utilized for taking back the lost demand of MITHILA MALLEABLES LTD. products. Thus the company wanted to know how well the dealers are satisfied with the company services and how well they contribute increasing sales as well as increasing to market demand.

1.5 OBJECTIVE OF THE STUDY

Primary objectives To evaluate and improve the Satisfaction Level of dealers of MITHILA MALLEABLES Ltd. Secondary objectives To find the factors influencing the dealers to deal with company To find out opinion of dealers regarding the quality, distribution and services of the company To give suggestions to management that will help in future planning and improve. To know what dealers expect from their supplying company.

1.6 SCOPE OF THE STUDY

The study of dealers satisfaction will help the company to understand and take necessary actions to improve the satisfaction level of dealers to get maximum sales. Dealer is one of those catalyst factors that boost the growth of the company. So it is very important to satisfy the dealers so as to attain maximum sales. Eventually it becomes vital to know those critical factors that determine dealers satisfaction.

1.7 RESEARCH METHODOLOGY

Research design Descriptive research was used as research design as it studies the existing state of affairs. Sampling design Population-: for the study the universe is 162. Sample size-: 40 dealers Data source Primary data: The primary data was collected using structured questionnaire from dealers. Secondary data: The secondary data was collected from Magazines, Journals, Company profile, industry profile, and official web sites. Tools for data collections Questionnaire and interviewing session Stastical tool for data analysis Simple percentage method Weighted average method Tools for analyzed data presentation Pie chart, bar chart and tables

1.8 LIMITAIONS OF THE STUDY

Limited period is an important draw back of the study.

The perception of the dealer may not be always accurate. it is having a wide area of marketing.

Dealers are scattered all over the district.

Most of the data is collected through questionnaires and interviews. So there is a chance of personal bias.

CHAPTER-III DATA ANALYSIS AND INTERPRETATION

3.1 Table showing experience in dealership: Attribute 1-4 4-7 7-10 Above 10 Total Analysis 85%of the respondents have an experience above 10 years in dealership. While 15% of the respondents have an experience of 7-10 years 3.1 Chart showing experience in dealership: No: of respondents 0 0 6 34 40 Cumulative respondents 0 0 6 40 Percentage 0 0 15 85 100

Interpretations Among 40 respondents, 34 dealers have an experience of 10 years and 6 of them have an experience of 7 to10 years. From this analysis we interpret that most of the dealers are above 10 years of experience 3.2 Table showing time period, being a MITHILA MALLEABLES Ltd. dealer:

Experience 1-4 4-7 7-10 Above 10 Total Analysis

No: of respondents 0 0 11 29 40

Cumulative respondents 0 0 11 40 -

Percentage 0 0 27.5 72.5 100

72.5%of the respondents have been MITHILA MALLEABLES Ltd. dealers for more than 10 years and the remaining 27.5% have been their dealers for a time period ranging from 7 to10 years 3.2 Chart showing table sowing Time period, being a MITHILA MALLEABLES Ltd. dealer:

Interpretations Among 40 respondents, 29 dealers have been MITHILA MALLEABLES Ltd. dealers for more than 10 years and 11 of them have been dealers of this company for a time period ranging from 7to 10 years. From this analysis we interpret that most of the MITHILA MALLEABLES LTD. dealers are above 10 years of experience 3.3 Table showing Quality of MITHILA MALLEABLES Ltd. product:

Opinion Very good Good Satisfactory Poor Total

No: of respondents 14 20 6 0 40

Cumulative respondents 14 34 40 40 -

Percentage 35 50 15 0 100

Analysis It is clear that about 50% of the respondents opined that the quality of the product good. 35% states that the product quality was very good. Rest 15% stated that the quality was satisfactory. 3.3 Chart showing Quality of MITHILA MALLEABLES Ltd. product:

Interpretations Out of 40 dealers, 14 perceived that it is excellent products and 20 believe it as good products. But one important thing is that nobody rated MITHILA MALLEABLES Ltd. products as a poor. Thus majority of the dealers opined that the product quality of MITHILA MALLEABLES Ltd. is good

3.4 Table showing opinion of the dealer on the factor which enabled them to be the dealer of MITHILA MALLEABLES Ltd.:

Attributes Availability Quality Company policy Margin Total Analysis:

No: of respondents 7 26 4 3 40

Cumulative respondents 7 33 37 40 -

Percentage 17.5 65 10 7.5 100

From the table it is clear that 65% of the total population have taken the dealership because of the quality of the products.17.5% have taken because of easy availability of the products.10 % stated that company policy as the reason. Only 7.5% stated that they have taken dealership because of the margin of the products. 3.4 Chart showing opinion of the dealer on the factor which enabled them to be the dealer of MITHILA MALLEABLES Ltd.:

Interpretation Majority opined that they took the dealership because of quality of the product. Then availability of the product was the second major factor and then follows company policies. Margin was the minor factor for taking the dealership. 3.5 Table showing opinion about credit period given by MITHILA MALLEABLES LTD.: Opinion No: of respondents Cumulative Percentage

respondents Very good Good Satisfactory Poor Total Analysis: The about table depicts that 52.5%of the respondents felt that the credit period given by the company is poor. 40%of them felt it as a satisfactory. Only 7.5 % of the respondents felt it as good. 3.5 Chart showing opinion about credit period given by MITHILA MALLEABLES LTD.: 0 3 16 21 40 0 3 19 40 0 7.5 40 52.5 100

Interpretations Most of the dealers are dissatisfied with the credit facility provided by the company.

3.6 Table showing opinion about promotional activities: Opinion No: of respondents Cumulative Percentage

respondents Very good Good Satisfactory Poor Total Analysis The above table shows that 57.5 % of the respondents felt that the promotional activities provided by the organization are poor, while 42.5% of them it as satisfactory. 3.6Chart showing opinion about promotional activities 0 0 17 23 40 0 0 17 40 0 0 42.5 57.5 100

Interpretations Most of the dealers are dissatisfied with promotional activities provided by the company. But none of them felt the promotional activities were good

3.7 Table sowing pricing compared with competitors: Opinion No: of respondents Cumulative respondents Very high 0 0 0 Percentage

High Average Low Total Analysis

6 27 7 40

6 33 40 -

15 67.5 17.5 100

Almost 67.5% of the respondents felt that price of products were average.17.5% are of the opinion price was low and rest 15% stated that price was high. 3.7 Chart showing pricing compared with competitors:

Interpretations Almost all the dealers said that the price of the product is average. Some felt that the price is low. Some said that the price is comparatively high.

3.8

Table

showing

promotional

activity

preferred

with

MITHILA

MALLEABLES Ltd.: Attributes No: of respondents Cumulative respondents Discount 14 14 35 Percentage

Gift Prize Others Total Analysis

7 13 6 40

21 34 40 -

17.5 32.5 15 100

From the table it is clear that 35% of the dealers prefer discount, 32.5% prefer prize, 17.5% prefer gift and 15% prefer other promotional activities. 3.8 Chart showing promotional activity preferred with MITHILA MALLEABLES Ltd.

Interpretation Majority of the dealers prefer discount then prize then gift and least number of dealers prefer other promotional activities such as tour packages etc.

3.9 Table showing timely delivery of MITHILA MALLEABLES Ltd. products: Opinion No: of respondents Cumulative respondents Yes 32 32 80 Percentage

No Total Analysis

8 40

40 -

20 100

It is visible from the above table that 80% of the dealers felt that the company delivers its products at the right time and rest of the 20% felt otherwise. 3.9 Table showing timely delivery of MITHILA MALLEABLES Ltd. products:

Interpretations The company provides all its products & services to its dealers at the right time. Only a few dealers were not satisfied with the delivery system.

3.10 Table showing opinion the employees relation with you: Opinion No: of respondents Cumulative respondents Highly satisfied Average 9 18 9 27 22.5 45 Percentage

Satisfied Dissatisfied Total Analysis

13 0 40

40 40 -

32.5 0 100

Form the above table it is clear that 45% of the dealers are satisfied with the way the employees deal with the dealers. And 32.5% of them think that it is average and only 22.5% think that the dealing of the employees are highly satisfactory. 3.10 Chart showing opinion the employees relation with you:

Interpretation Most of the dealers are satisfied with the way the MITHILA MALLEABLES LTD. employees behave with the dealers. 3.11Table showing factor that the dealers expect largely from the company: Attributes Promotional scheme Sales follow up Service Credit facility Total Analysis No: of respondents 14 2 3 21 40 Cumulative respondents 14 16 19 40 Percentage 35 5 7.5 52.5 100

From the above table it is clear that 52.5% of the dealers want credit facility to be given by the company and 35% of the dealers need promotional scheme and 7.5 % dealers need service by the company and only 5% of dealers need sales follow up from the company. 3.11 chart showing factor that the dealers expect largely from the company:

Interpretations The factors that the dealers require more is the credit facility to be given by the company and promotional activities along with it so that the dealers can increase the sales MITHILA MALLEABLES LTD. products. 3.12 Table showing opinion about the proper accessibility of MITHILA MALLEABLES Ltd. product: Opinion Yes No Total Analysis No: of respondents 35 5 40 Cumulative respondents 35 40 Percentage 87.5 12.5 100

From the above table it is clear that 87.5% of the dealers say that they have good accessibility to MITHILA MALLEABLES Ltd. products and 12.5 % believe that they have less accessibility to MITHILA MALLEABLES Ltd. products

3.13 chart showing opinion about the proper accessibility of MITHILA MALLEABLES Ltd. product

Interpretation The dealers believe that they have good accessibility to the MITHILA MALLEABLES LTD. products as the company is situated in the Palakkad district and is near to many dealers.

3.13 Table showing the next largest supplying brand in demand: Brands BEETEL NATIONAL PANASONIC TATA ORPAT GEEPAS Total Analysis Respondents 15 9 4 11 1 40 Cumulative respondents 15 24 28 39 40 Percentage 37.5 22.5 10 27.5 2.5 100

From the above table it is clear that 37.5% of the respondents felt that BEETEL is the next largest supplier in demand and 27.5% said that ORPAT is the next largest supplier in demand and just below to it comes the NATIONAL PANASONIC. TATA and GEEPAS are also competable with the demand compared to all other products. 3.13Chart showing the next largest supplying brand in demand

Interpretation The dealers of the MITHILA MALLEABLES Ltd. sensed that there is high competition prevailing in market and MITHILA MALLEABLES LTD. has to give its full effort to meet the high demand prevailing in the market. 3.14 Table showing opinion about companies over all service performance today compared to last year: Attributes Generally improved Improved Same as last year Declined Greatly declined Total Analysis Respondents 1 5 24 7 3 40 Cumulative respondents 1 6 30 37 40 Percentage 2.5 12.5 60 17.5 7.5 100

From the above table it is clear that 60% of the dealers are considering the service performance of the company as the same as previous year and 17.5% consider that it

has declined and 12.5% believe that it has improved. 7.5% of the dealers think that the service performance of the company has greatly declined, and only 2.5% think that service has improved greatly. 3.14 chart showing opinion about companies over all service performance today compared to last year:

Interpretation Most of the dealers felt that the service performance of the company that is given to the dealers is the same as of previous year and there is no much changes in the service provided by the company.

3.15 Table showing after sales service given by the company. Opinion No: of respondents Cumulative respondents Highly satisfied Moderate Satisfied Dissatisfied Total Variables Highly satisfied Moderate Satisfied Dissatisfied 10 19 8 3 40 10 29 37 40 Mark 4 3 2 1 25 47.5 20 7.5 100 Percentage

Analysis From the above table it is clear that the after sales service of the company is moderate and the dealers are highly satisfied with the after sales service of the company.

3.15 Chart showing after sales service given by the company

3 2.5 2 1.5 1 0.5 0 After sales serv ice giv en by BPL

likert points

Interpretation From this Likert scale it shows that after sales service given by the MITHILA MALLEABLES LTD. above average felt by its dealers

3.16 table showing dealers who recommend MITHILA MALLEABLES LTD. products

opinion

No: of respondents

Cumulative respondents

Percentage

Yes No Total

31 9 40

31 40 -

77.5 22.5 100

Analysis From the above table it is clear that 77.5.% of the dealers recommend company products because of quality & after sales given by the company. 3.16 Chart showing dealers who recommend MITHILA MALLEABLES LTD. products

Interpretation Majority of dealers suggest the MITHILA MALLEABLES LTD. products to their products.

CHAPTER V FINDINGS, SUGGESTIONS AND CONCLUSION

FINDINGS For majority of dealers the factor that induces to take dealership is due to the high quality and availability of the products. When compared to competitors, price of the MITHILA MALLEABLES Ltd. products are less. Majority of the respondents opinion credit facility and promotional activities as factor from MITHILA MALLEABLES Ltd.. 72.5% of the dealershave been associated with MITHILA MALLEABLES Ltd. for more than 10 years. Majority of the dealers felt that the product quality is good. 65% of the respondents have taken up MITHILA MALLEABLES Ltd. dealership because of its quality. Most of the respondents opinion that they are not satisfied with the credit period by MITHILA MALLEABLES Ltd.. Maximum of the dealers are dissatisfied with promotional activities provided by the company The company provides all its products & services to its dealers at the right time. Dealers require more is the credit facility to be given by the company. The dealers rely on that they have good accessibility to the MITHILA MALLEABLES Ltd. products. After sales service given by the company is moderate. Most of the dealers are satisfied with the way the employees deal with the dealers. According to the dealers the major strength of the company is its brand image and quality, and the weakness is not providing sufficient credit period. The dealers of the MITHILA MALLEABLES Ltd. sensed that there is high competition prevailing in market.

After sales service given by the company is moderate. 60% of the dealers said that the service performance given by the company to the dealers compared to last year has same.

SUGGESTIONS Based on the detailed study conducted, some suggestions were given to the company to maintain dealer satisfaction as well as increase market demand. The management can provide enough credit facility to dealers which in turn, will increase the bulk purchase of dealers. The company should introduce more promotional activities like advertisement, POP (point of purchase) that will help to increase the demand of the products. Dealers should consider the demand of people time to time so that they come to know what people want in a particular period of time. The dealers can be provided with good profit margin for the sale of the product by the company which will motivate them to sell MITHILA MALLEABLES Ltd. products more than compared to others. Company can give offers such as discounts, commission, incentives, allowance and special advertisement and dealers contest which in turn will increase the sales volume which in turn will increase the sales volume. Company must give its full effort to meet the high demand prevailing in the market. Company can conduct short term dealer training to impart the dealers knowledge about customers, about products, about competition, and about sales technique. Company can also offer tour packages to motivate dealers to increase their morale.

For the complete satisfaction of dealers and customers, the company should be very prompt in sales follow up, feedback, and after sales service.

CONCLUSION The study was conducted in Mandi Gobindgarh . The project was conducted to study about the Dealers Satisfaction with reference to MITHILA MALLEABLES Ltd. Mandi Gobindgarh . The sample consisted of 40 dealers in Mandi Gobindgarh as several districts. From the study it can be concluded that, most of the dealers are satisfied with the quality of MITHILA MALLEABLES Ltd. products. MITHILA MALLEABLES Ltd. Private Limited is a leading electronics and Telecommunications Group in India. The company established its image as a reliable and strong brand in the consumer durables market, a reputation that it still enjoys. Many Multinational Companies have also entered the Indian telecom industry. So the company is facing high competition. The company expects hardworking employees and the whole hearted support from the government. Whatever it is the Dealers Satisfaction of the company is satisfactory, they opined that further improvements can be made in case of market demand and service to dealers.

APPENDIX Questionnaire
A study on dealers satisfaction with reference to MITHILA MALLEABLES Ltd. Name -:

Address : Experience in dealership? 1- 4 years 7- 10 years 4-7 years above 10 years

How long you are dealing with MITHILA MALLEABLES Ltd. product? 1- 4 years 7- 10 years 4-7 years above 10 years

What do you feel about quality of MITHILA MALLEABLES Ltd. product? Very good Satisfactory Good Poor

Which factor enables you to be the dealer of MITHILA MALLEABLES Ltd. product? Promotional scheme Company policy Quality Margin

What do you feel about credit period given by MITHILA MALLEABLES LTD.? Very good Good

Satisfactory

Poor

 What do you think about promotion activities given by MITHILA MALLEABLES LTD.? Very good Satisfactory Good Poor

What do you feel about the price of MITHILA MALLEABLES Ltd. product? Very high Average High Low

What type of promotional activity do you prefer with MITHILA MALLEABLES Ltd. product? Discount Prize Gift Others

Whether the expected quantity of MITHILA MALLEABLES Ltd. product is supplied to you in time? Yes Are you dealing with other companies? Yes If yes, specify Do you have proper accessibility of MITHILA MALLEABLES Ltd. product? Yes If yes, specify No No No

What do you feel about the employees dealing with you in MITHILA MALLEABLES LTD.? Highly satisfied Satisfied

Average

Dissatisfied

Which factor that you expect from MITHILA MALLEABLES Ltd. Promotional scheme Service Sales follow up Credit facility

Do you recommend your customers about your MITHILA MALLEABLES LTD. product? Yes If yes, specify No

Do you have any suggestions to improve the quality of MITHILA MALLEABLES Ltd. product? Yes If yes, specify No

What do you feel about after sales service given by MITHILA MALLEABLES LTD.? Highly satisfied Moderate Satisfied Dissatisfied

BIBLIOGRAPHY

Books: 1. Kotler and Amstrong (2002), Principles of Marketing Prentice Hall of India Private Ltd. 2. 3. C.R Kothari(2004), Research Methodology, New Age International Pvt.Ltd. Leon .G. Schifman ,Leslie Lazar Kanuk (2002) Consumer Behavior ,9th Edition, Pearson Educational Publishers.

Websites:

http://www.indiamart.com/MITHILA MALLEABLES Ltd./aboutus.html http://en.wikipedia.org/wiki/MITHILA MALLEABLES LTD._Group http://btlsnet.com/company/company.htm