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Common Gaps Observer Across The Industry

The document discusses feedback from cement dealers/retailers about various cement companies. It describes issues raised by dealers regarding the companies' products, packaging, pricing flexibility, sales promotion tools, and loyalty/reward programs. Dealers provided recommendations to improve feedback systems and address problems around product availability, delivery, and company engagement with retailers.

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shashank nuti
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60 views7 pages

Common Gaps Observer Across The Industry

The document discusses feedback from cement dealers/retailers about various cement companies. It describes issues raised by dealers regarding the companies' products, packaging, pricing flexibility, sales promotion tools, and loyalty/reward programs. Dealers provided recommendations to improve feedback systems and address problems around product availability, delivery, and company engagement with retailers.

Uploaded by

shashank nuti
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Common gaps observer across the industry

Includes research on lafarge, Ambuja and ACC


It is observed that dealers/retailers do not possess much knowledge
about the quality of the product and latest schemes
Due to high competition many are converting into multi brand traders,
so the companies should increase their focus on the traders as they
are the last point for influencing buyer’s decision
It is essential for the companies to provide POP material to enhance
sales as most of the times the dealer don’t have access to POP material
Present cement bags are designed in a way that they do not have any
handle to carry such bags and so labour use metal hooks to carry
cement bags which causes gaps in cement bags and which in turn
leads to seepage of cement.
The front-end sales desk of the dealers has to bear the dissatisfaction
conveyed by the customers regarding the packaging.
Innovation and repackaging have been recommended by the dealers
to the company but most of the feedback doesn’t reach the company
and thus the feedback system can be improved
On interviewing Dealers/Retailers the most important thing they said
was about the price flexibility, they want the companies to give them
the price flexibility to play in the market

Ambuja
It has been observed that quality of brand, availability of brand and
brand image are the factors which are considered most by the dealers
while purchasing Ambuja cement
Highest numbers of dealers (60%) have reported that they get just a
free keychain or pen or free calendar/diary as sales promotion tool
and they are dissatisfied with this
15% mentioned that they get benefit of credit and free delivery along
with the free goodies
25% have reported that they get free technical guidance along with
the perks mentioned above.
Ambuja has a very strong channel loyalty base
They introduced an app called Aasman for dealers which connects
everyone and the rewards and incentives are easily accessible
The features of Aasman are
Instant access to Aasman account from anywhere
Ease of access to rewards and incentives
The dealers would also get timely notifications regarding events,
dealer meetings, trade shows, promotions
Through the app, dealers get timely info about pricing , schemes ,
top performers etc
Ambuja has various loyalty programs like
Aasman – A Dealer Loyalty Program
Anand – An Authorize Retail Stockist Loyalty Program
Mahotsav – A Retailer Loyalty Program
Abhimaan – CRM & Loyalty Program (Influencers)
Grih Nirmaan – CRM Program

60% of them have reported place related problems like non


availability of the product, non-availability of the product for the
whole channel in nearby areas and non-availability of the product in
sufficient quantity
Ravindra Vice https://www.linkedin.com/in/ravindra-
Rane President rane-90957619/
(Marketing)
Sunil Bhatt Head https://www.linkedin.com/in/sunil-
Marketing bhatt-b195b5b/
(north )
Naveenn K Vice https://www.linkedin.com/in/naveenn-
Sharma President k-sharma-42239710/
(Marketing)
sanjeev Sr. VP - https://www.linkedin.com/in/sanjeev-
sood Corporate sood-720564ab/
Strategy &
Business
Excellence

Orient cement ltd


5-9-22/57/D, 2nd 3rd and 4th Floor, Adarsh Nagar-Hill Fort,
Hyderabad
9152308836

Sri Venkateshwara ltd


House Number 1-10-1/216/2, Bhagwan Colony, Kushaiguda
9152463385

Asian Enterprises
House Number 8-1-21/116, Surya Nagar, Toli Chowk
9152857419
ACC
Have an app called Lakshya where the members could find handy
info about promotions, events, schemes and targets
About 30% of the dealers rated very good toward the dealer’s
satisfaction of ACC cements,40% of dealers rated good and the
remaining are not very satisfied with Acc
Most of the dealers have 8-10 years of experience in dealership with
ACC
From the feedback collected, dealers rated that the quality of ACC
cement is very good and the primary factors that draws them towards
ACC is discounts
But the major support required to dealers in this industry is
promotional schemes and service from the company and over 70% of
the dealers expect better loyalty programs
Occasional schemes are expected which would help achieve higher
sales and different discount scheme are expected to be in place for
dealers on the basis of their turnover
The primary distributor of the west Hyderabad area specified that the
company should encourage and interact more with dealers through
arranging special meetings on a frequent basis
In time delivery should be improved to be more efficient
Improvement is expected in awarding the dealers who make the
highest turnover yearly
Dealer feedback at present is not a continuous process and even
though the company representatives visit the stores on a frequent
basis, they are not effective in bridging the gap between the company
and the dealers
For example
Feedback like cement packing and better designing were suggested by
the distributors and it took a lot of time for the company to process
that feedback
Overall, ACC needs to concentrate on the loyalty and reward programs
for the dealers and needs to structure them into an attractive package

Neeraj CEO & https://www.linkedin.com/in/neeraj-


Akhoury Managing akhoury-431a871/
Director
Ashish Chief https://www.linkedin.com/in/ashish-
Prasad Marketing prasad-b42b551/
Officer &
Head of
New
Products
and
Services
Gowrineni Chief https://www.linkedin.com/in/gowrinen
Nageswara Manager - i-nageswara-rao-a49220a5/
Rao Sales &
Marketing
Sridhar Chief https://www.linkedin.com/in/sridhar-
Balakrishna Commercia balakrishnan-b836831/
n l Officer
Orient Cement Ltd
5-9-22/57/D, 2nd 3rd and 4th Floor, Adarsh Nagar-Hill Fort
9152308836
Modern Marketing associates
H.No 16-8-240/3 Mani Home Apartments, Ashraf Nagar, Malakpet
9152175586
ZSS building needs
Door No 8-2-603/b/34/63/a, Zahira Nagar, Banjara Hills
9152195887

Lafarge
The company occasionally informs about the price change in the
market.
They do not make personal visits to the counters of the dealers
frequently.
Price should be stabilized in the market.
Price stability should be in regard to the price set by the company as
well as wholesalers (i.e. dealers argue that all the wholesalers should
offer the price in accordance with market demand).
At the moment, company heavily interferes in the price offered and
sale dealings done by the dealer front end sales personnel to the
customers.
This is decreasing the morale of the dealer and is making them feel
undermined.
Dispatch being closed every start of the month is a problem for them
as it is making dealers difficult to stick to the commitments made by
them to the customers.
Small quantity order is not furnished on time.
Lafarge often pressurize the dealers to take in more quantity despite
inadequate demand
Lafarge now does not give any major gifts/incentives to the dealers
and retailers and a major upgrade is expected on this line

ABHIJIT PAL DGM https://www.linkedin.com/in/abhijit-


Marketing pal-21b84439/
Sanjay National https://www.linkedin.com/in/sanjay-
Kumar Das Head- Lafarge kumar-das-b807b620/
Mohit AGM-Project https://www.linkedin.com/in/mohit-
Bhatia purchase bhatia-a7873a24/

Buy cement
040 23258200
Door No 8-2-700, Srida Anushka Pride Building, 2nd Floor, Road No
12, Banjara Hills, Hyderabad

Hi tech concrete
Sy No 49/2, Radhika Theatre Lane, As Rao Nagar
9152288879

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