1. Summary Report
NORTH-WEST DELHI
5/12/2012 to 29/1/2013

2. Days of Nos. of villages Total nos. of Game Total Nos. of
Working covered individual Conducted individual
contacted participated in
games
35 78 5624 Arm Wrestling 1294
, Puzzles & Quiz
Activity 23 % of the total number of
individual contacted
Total Nos. of individual participated in the games.
1294 contacted
4330 Total Nos. of individual
played games

3. Total Number of Nos. of Mason contacted Nos. of mason with contact
location/inspected areas numbers
93 459 431
Total number of mason contacted during the inspection site were 459.
Out of 459,total number of mason which are into direct contact with the
Dealer/retailers are 363.
Association process with these masons should be initiated ASAP.
Cement Brand Nos. of Mason preferred the brand
Ambuja 118
UltraTeck 78
Shriultra 61
Binani 38
Shriram 33
JK lakshmi 30
Jaypee 25
Birla Cement 20
Bangur 18
ACC 17
JK 8
Rockstrong 5
Neutral 4
Wonder cement 3
Samrat 1

4. Number Ambuja
3 UltraTeck
1
Shriultra
8 54
17
Binani
18
118 Shriram
20
JK lakshmi
25
Jaypee
Birla Cement
30
Bangur
ACC
33
JK
78
Rockstrong
38
Neutral
61
Wonder cement
Samrat
Ambuja and Ultra Tech are the most preferred brand from Mason to be used in construction
activity. Jk lakshmi was preferred by only 30 masons.
Reasons for less attention:
Less Dealer network.
Less Branding and Positioning.
In some areas the price factor also effects the sale .

5. Brand Nos. of construction sites using the brand
Ambuja 73
Shriultra 60
Total number of villages
UltraTeck 47
visited were-85
Binani 37
Shriram 28
Total number of
JK lakshmi 20
construction site visited-360
Jaypee 19
Neutral 18
Number of brands used by
ACC 16
the owner-14
Birla Cement 13
Bangur 8
JK 8
Rockstrong 8
Wonder cement 5

6. Nos. of villages Nos. of construction Consumer who are Consumer who Consumer who Consumer who can
visited sites visited using JK lakshmi can/wants to switch wants to remain take any cement
cement to JK lakshmi with their existing
cement brand
85 360 20 146 170 23
360
Consumer who are using JK
lakshmi cement
20
Consumer who can/wants to
170 switch to JK lakshmi cement
146
Consumer who wants to
remain with their existing
brand
Consumer who can take any
cement
170

7. Nos. of construction sites using Wants to convert into JK lakshmi
Brand the brand cement customer % of converstion posibilty
Ambuja 73 30 41
Shriultra 60 23 38
UltraTeck 47 25 53
Binani 37 17 46
Shriram 28 17 61
JK lakshmi 20 0
Jaypee 19 8 42
Neutral 18 5 28
ACC 16 3 19
Birla Cement 13 9 69
Bangur 8 2 25
JK 8 2 25
Rockstrong 8 3 38
Wonder cement 5 2 40

8. Total Numer of shops visited Total number of retailers Total number of Dealers
188 22 166
The number of retailers and distributors are based upon the
sales figure and the source of purchase.
The sale of retailers are in between 100-500 bags.
The retailers can buy product fro any of the dealers and the
other shops in market as the margin factor and price of the
product are very important for them.
Mason and Contactor are into direct link with the retailers
They also belongs to the local community , so their network
is very strong.

9. 80 72
70
60
50 42
40 28
30 16
11 15 Nos. of Dealers
20
10
0
Bag Sales

10. Nos. of Retailers/dealers
interested in taking
Total Numer of shops visited Total number of retailers Total number of Dealers dealership
188 22 166 83
Total number of shops visited-188.
Total number of Retailers/Dealers shows interest in taking Dealership
of JK lakshmi cement-83.
The dealers/Retailers interested in taking dealership are into the
cement trade.

11. Nos. of Retailers/Dealers interested
60 51
50
40
30
20
10 5 7 7
2 1 3 1 2 1 1 2 Nos. of Retailers/Dealers
0 interested