1. 1
REPORT ON CUSTOMER SATISFACTION INDEX IN
VARDHMAN HAND KNITTING YARN
A SUMMER INTERNSHIP REPORT
Submitted by
JAGDEEP SHARMA
Registration No: 11104875
In partial fulfilment of Summer Internship for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
School of Business
LOVELY PROFESSIONAL UNIVERSITY
Phagwara, Punjab
July, 2015
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ACKNOWLEDGEMENT
It is my proud privilege to express my deepest gratitude to a number of helping hands for their
cooperation that enabled me complete my study. Indeed this page of acknowledgement shall
never be able to touch the horizon of generosity of those, who rendered help to me.
It’s my utmost pleasure to extend my sincere gratitude to the HR Department of Vardhman
Textiles Limited for offering me an internship in their esteemed organization.
I am grateful to Mr Pawan Sharma (Branch Manager), MrVinay Srivastav (Sales Manager)
HKY who provided me an opportunity to undertake a project on CUSTOMER
SATISFACTION INDEX, which enabled me to interact with dealers, customers of company to
have better understanding, practical exposure of industry.
I express my sincere thanks to my project guide Mr Anurag Sharma, (Sales officer. Mktg.) In
HKY for their generous support, constant direction and mentoring at all stages of training.
I take this opportunity to thank all dealers, customers who spared their precious time to provide
me with valuable inputs for project without which it would have not been possible.
I acknowledge special thanks to all the employees and staff members of different departments in
Vardhman for their ready to help attitude and support extended during the course of the program.
I firmly believe that there is always a scope of improvement. I welcome any suggestions for
further enriching the quality of this report.
JAGDEEP SHARMA
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ABSTRACT
It will be appropriate to appraise to the reader that the cardinal objective of the project is to carry
out a survey which will not only reinforce and magnify the “CUSTOMER SATISFACTION
INDEX of VARDHMAN HAND KNITTING YARNS” in Vardhman, Ludhiana.
Owing to the fact that before one sets out for the survey he/she should have a thorough knowledge
of the topic which he/she is assigned with, therefore a considerable time was spent in knowing
about the Vardhman’s HR policies, vision, mission. After being reasonably conversant with the
employee names and departments, customers and dealers of dyed yarns, slowly the task of
customer interaction was started. Interaction with the customers was in the shape of a
Questionnaire... After that data collection was started. Data analysis & interpretation was
followed by Findings & Recommendations.
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TABLE OF CONTENTS
CHAPTER 1 5
INDIAN TEXTILE INDUSTRY 6
CHANGING PROFILE 7
VARDHMAN GROUP 8
VARDHMAN TEXTILES LIMITED 14
GROUPBUSINESS 15
HKY PPRODUCT PORTFOLIO 18
CHAPTER 2 21
SUPPLY CHAIN NETWORK 22
SALES PROCESS 23
C- FORM 30
GOODS RECEIVED 31
SALES PROMOTION 34
CHAPTER 3 36
CUSTOMER SATISFACTION INDEX 37
RESEARCH METHODOLOGY 38
SAMPLING 42
CHAPTER 4 44
DATA ANALYSIS AND DATA INTERPRETATION 45
CHAPTER 5
CONCLUSION & RECOMMENDATION 55
CHAPTER 6
QUESTIONNAIRE 60
REFERENCES 64
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INDIAN TEXTILE INDUSTRY
Textile accounts for 14 % of India’s industrial production and around 27% of its exports earnings.
Textile industry in India covers a wide gamut of activities ranging from production of raw
material like cotton, jute, silk and wool to provide high quality products such as fabrics and
garments to consumers.
Manmade fibres account for around 40% share in a cotton dominated Indian textile industry.
India accounts for 15% of world‘s total cotton crop production and records largest producer of
silk.
Industry uses a wide variety of fibres ranging from natural fibres like cotton, jute, silk and wool
to manmade fibres like polyester, viscose, acrylic and multiple blends of such fibres and filament
yarns.
It is the second largest employer after the agriculture sector in both rural and urban areas. India
has large pool of skilled labour, experienced in technology skills.
Almost all sectors of textile industry have shown significant achievement. Sector has shown a
3.66% CAGR over the last five years.
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INDIAN TEXTILE INDUSTRY: CHANGING PROFILE
The Indian textile industry has embarked on an ambitious programme of modernization and
technological up gradation in recent years to transform the textile sector from a state of low-
technology level to a producer of high-technology products. Technological up gradation in India
has resulted in –
A shift from commodity-based trading to high value-added fashion garments.
Vertical integration and horizontal consolidation of production process leading to
lowering of manufacturing costs.
Improved productivity gains.
Efficient supply chain management.
Development of economies of scale.
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VARDHMAN GROUP
INTRODUCTION
The industrial city of Ludhiana, located in the fertile Malwa region of Central Punjab is otherwise
known as the "Manchester of India". Within the precincts of this city is located the Corporate
headquarters of the Vardhman Group, a household name in Northern India. The Vardhman
Group, born in 1965, under the entrepreneurship of Late Lala Rattan Chand Oswal has today
blossomed into one of the largest Textile Business houses in India.
Vardhman Group is a leading textile conglomerate in India having a turnover of $986 mn.
Spanning over 24 manufacturing facilities in five states across India, the Group business portfolio
includes Yarn, Greige and Processed Fabric, Sewing Thread, Acrylic Fibre and Alloy Steel.
At its inception, Vardhman had an installed capacity of 14,000 spindles, today; its capacity has
increased multi fold to over 11.50 lac spindles. In 1982 the Group entered the sewing thread
market in the country which was a forward integration of the business. Today Vardhman
Threads is the second largest producer of sewing thread in India. In 1990, it undertook yet
another diversification - this time into the weaving business. The grey fabric weaving unit at
Baddi (HP), commissioned in 1990 with a capacity of 20,000 meters per day, has already made
its mark as a quality producer of Grey poplin, sheeting, and shirting in the domestic as well as
foreign market. This was followed by entry into fabric processing by setting up Auro Textiles
at Baddi and Vardhman Fabric at Budhni,Madhya Pradesh. Today the group has 900 shuttle less
looms and has processing capacity of 90mn meters fabrics/annum.
Vardhman Group manufacturing facilities include 65 tons per day yarn and fibre dyeing, 90 mn
meters per annum processed fabric, 33 tons per day sewing thread, 18000 metric tons per annum
acrylic fibre and 100,000 tons per annum special and alloy steel.
In the year 1999 the Group has added yet another feather to its cap with the setting up of
Vardhman Acrylics Ltd., Bharuch (Gujarat) which is a joint venture in Acrylic Fibre production
undertaken with Marubeni and Exlan of Japan. The company also has a strong presence in
themarkets of Japan, Hong Kong, Korea, UK and EU in addition to the domestic market.
Adherence to systems and a true dedication to quality has resulted in obtaining the coveted ISO
9002/ ISO 14002 quality award which is the first in Textile industry in India and yet another
laurel to its credit.
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MR. S.P. OSWAL
Chairman, Vardhman group
Mr. Shri Paul Oswal is the Chairman and Managing Director of the Vardhman Group. He holds
a Master’s Degree in Commerce (Gold Medallist) from Punjab University, Chandigarh. He is
also member of Nomination and Remuneration Committee and Chairman of Committee of
Directors (Legal, Banking & Finance) of the Company. In addition he is the Chairman of
Vardhman Holdings Limited, Vardhman Acrylics Limited and Vardhman Yarns and Threads
Limited.
With over 48 years of experience in textiles industry while being associated with Vardhman
Group, he has led Vardhman Textiles to achieving accelerated growth in yarn manufacturing
capacity, fabric weaving plants and yarn & fabric processing facilities in the country. He was the
Founder President and Director of Ludhiana Stock Exchange for the period 1983-87 and
President of Ludhiana Management Association for the period 1987-1991. He also acted as
Chairman of Nimbua Greenfield Punjab Limited, a consortium of industries of Punjab for
developing a common facility for storage, treatment and disposal of hazardous wastes generated
by the industry with grant from Government of India. For his extensive contribution to the trade
& industry, he was bestowed the Padma Bhushan Award by the Government of India in the year
2010.
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MISSION
The Vardhman Group aims to be world class textile organisation producing diverse range of
products for the global textiles market. We seek to achieve customer delight through excellence
in manufacturing and customer service, based on creative combination of state-of-the-art
technology and human resources. We are responsible corporate citizens.
VISION
Rooted in Values, Creating World Class Textiles.
LOGO OF VARDHMAN
The “FLAME” signifies the growth of each and every individual associated with it whether he
or she is a worker, an employee, shareholder or a customer.
The “STICK” symbolizes cotton, which is basic raw material of the core product of Vardhman
Group.
The “V” stands for Vardhman Group.
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CSR & SUSTAINABILITY
EDUCATION
SRI AUROBINDO COLLEGE OF COMMERCE AND MANAGEMENT
Sri Aurobindo College of Commerce and Management (SACCM) was set up in the year 2004 by
Sri Aurobindo Socio-Economic and Management Research Institute.
The college is affiliated with Punjab University, Chandigarh and offers B.Com, B.Com (Hons)
and BBA Programmes. SACCM campus is located in the pollution-free Village Jhande at
Ludhiana. Spread over 12 acres, the campus has a built up area of 82,000 sq. ft. It features lush
green lawns, state-of-the-art teaching blocks, fully functional tutorial rooms and a well-equipped
seminar room. The classrooms are designed in an amphitheatre style to promote interaction
among students and accommodate 70 students at a time. All classrooms are well equipped
with LCD and Over Head Projectors. The college also has a full power back-up facility.
SOCIETY
VILLAGE ADOPTION PROGRAM
In 1999, the Vardhman Textiles team was in the process of surveying the cotton fields of Punjab,
where they discovered a certain farmer with a 4-times yield of the other fields in the region.
Vardhman Textiles collaborated with Punjab Agricultural University to study the techniques and
conditions that led to a bumper crop for this particular farmer.
This gave birth to the Village Adoption Program that started with one village. The Company
collected data from every farmer and through dedicated teams educated and guided the farmers
at every stage right from pre-sowing to harvesting. At the end of the season, the village had a
60% higher yield than the overall state average.
Slowly the program grew to cover 95 villages. The Company would hold 7-8 camps for farmers
during the entire season and organise competitions among farmers at the local level.
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SUSTAINABILITY
BUILDING A SUSTAINABLE CULTURE
At the Vardhman Group we conduct regular training & awareness programs as an effort to imbibe
the culture of sustainability within the organisation. For these programs, we engage our internal
trainers & awareness experts. Goals are regularly set for the program and it targets all employees
Some of the training programs we conduct on regular basis are as follows:-
Workshops on Water Conservation through videos
Environment Week (Various activities are performed during this such as ; Tree
Plantation, Drawing Competition, Slogan Competition, Speech Competition )
Water Saving Week and other initiatives at unit level
Celebration of World Water Day on every 22nd of March
AWARDS
2013-14
Textiles Export Promotion Council (Texprocil) Awards 2013-14
Gold Trophy for the Highest Exports of Processed Yarns
Gold - Won Special Achievement Award in Yarns Category
Bronze Trophy for Exports in Counts 50's & Below
Bronze Trophy for Exports in Counts 51's & Above
2012-13
Textiles Export Promotion Council (Texprocil) Awards 2012-13
Gold Trophy for the Highest Exports of Processed Yarns
Silver Trophy for Exports in Counts 50's & Below
Bronze Trophy for Exports in Counts 51's & Above
2011-12
Textiles Export Promotion Council (Texprocil) Awards 2011-12
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Gold Trophy in Yarn Counts 51's & Above
Gold - Won Special Achievement Award in Yarns Category
Silver Trophy in Processed Yarns
Silver Trophy in Yarn Counts 50's & Below
2010-11
Textiles Export Promotion Council (Texprocil) Awards 2010-11
Silver Trophy in Processed Yarns
Silver Trophy in Yarn Counts 50's & Below
2009-10
FIEO Awards 2009-10
Niryat Shree Bronze Trophy
ETHOS
The Vardhman Group believes in leadership through excellence. We are a focused textile group
with strategic venture in steel business. We strive to achieve excellence through a culture of
innovation and continuous improvement. As an organization, we believe in well thought-out
consistent growth and a consciously conservative approach. We are committed to investing in
the business with initiatives directed at long-term sustainability.
Our customers are our best teachers and central to all operational processes. We have the largest
range of textile products across fiber (acrylic), yarn & fabrics and have the flexibility to produce
a wide range of products. With our sophisticated design and sampling capabilities, we act as an
extended design partner for our clients.
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VARDHMAN TEXTILES LIMITED
INTRODUCTION
● VTL is the largest listed, integrated textile manufacturing company in the Country
VTL has a strong position in the Indian textile sector in the manufacturing
of fibre, yarn, sewing thread and fabrics
Now also into garment manufacturing through a collaboration with Nisshinbo, Japan
with production started in Mar 2011
VTL and its subsidiaries have 25 manufacturing facilities across India and employ
~26,000+ people
● VTL is a market leader in its various product offerings
VTL and its subsidiaries is the largest listed yarn manufacturer in India with a
capacity of more than 1.00 million spindles including 7,188 rotors.
The leading manufacturer & exporter of cotton yarn in India and leading
manufacturer of piece dyed fabric.
The 2nd largest producer of sewing threads and the market leader in hand knitting
yarn in India
● Global alliances
VTL has forged global alliances with leading textile companies such as
American & Efird (A&E) Inc USA, Marubeni, Japan and Nisshinbo,
Japan
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VARDHMAN GROUP BUSINESS
Subsid-
iaries
Particulars
Vardhman
Yarns &
Threads Ltd.
(VYTL)
Vardhman
Acrylics Ltd.
(VAL)
VMT
Spinning
Co. Ltd
(VMT)
Vardhman
Special Steels
Ltd. (VSSL)
(De-merged in
2011)
Vardhman
Nisshinbo
Garments
Co. Ltd.
(VNGCL)
VTL Stake 51% 74.28% 89% 31% 51%
Business
RMG/
Industrial/
Specialty
Threads
Acrylic
Staple Fibre
100%
Cotton Yarn
Special Steels Garments
Capacity
41tpd threads
& 71k
Spindles
(Captive)
20, 000 tpa
46, 320
spindles
Rolling
150, 000
MTPA
1.87 mn
pieces
Revenue (in Mn) Rs. 7, 106 Rs. 5, 142 Rs. 1, 704 Rs. 6,690 Rs472
Collaboration
America &
Efird Inc.,
USA
-
Marubeni &
Toho Rayon,
Japan
-
Nisshinbo,
Japan
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Market Status
Unlisted
Listed on
NSE & LSE
Unlisted
To be Listed
on NSE &
BSE
Unlisted
Fabrics Business
Continuing its onward march up the value chain, the group entered Fabric business in
1992 with Greige Fabric and Processed Fabric in1999.
Currentcapacityis1, 320 looms &110millionmeters of processed fabric per annum
One of the few fully integrated fabric suppliers in the country and largest producer of
stretched fabric.
Producing wide variety of fabrics for Tops & Bottoms for Men, Women and Children.
Doing specialized finishes like Liquid Ammonia, Teflon /Nano care (oil water
repellent), ETI etc.
Customers include large international and domestic brands like GAP, H&M, Uniqlo,
S’Oliver, Benetton, Van Heusen, Peter England, Wills, Etc.
Sewing Thread Business
The Group entered the Thread business in 1982 as a forward integration to its Yarn
business
Current capacity is 41 tpd across 5 plants at Punjab, Tamil Nadu &Himachal Pradesh
In 2002, entered into a strategic alliance as a licensee with American & Efird, Inc .USA
(A&E) for manufacturing & distribution of A&E branded sewing threads in India
Spun off the Threads business into a new company (Vardhman Yarns& Threads Ltd) in
2008 and entered into a 51:49 Joint Venture with A&E
Post creation of JV, increased the production capacity for core spinning & filament
threads with A&E’s quality parameters
Currently Vardhman owns the 2nd
largest brand of specialized threads in the country
Acrylics Fibre Business
Ventured into manufacture of Acrylic Staple Fiber in 1999-Vardhman Acrylics
Limited(VAL)
The plant was setup in Gujarat, in collaboration with Marubeni &Japan Exlan of Japan.
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Yarn Business – Key business driver
The largest spinning capacities in the country with
1.00 MN+ spindles
12 production plants located in the states of Punjab,
Himachal Pradesh and Madhya Pradesh
Technical tie-ups with the well-recognized global
corporate’s from Japan and Korea.
De-risked business through value added and
specialized products
A third of the total yarn production is exported, a
third is sold domestically and remaining third is
used to feed the captive looms.
Focus on automation and to further diversify customer base.
Hand-knit Yarn Business
1. Market leader in hand-knit yarn category
2. 40% share of the organized sector and 30% of the total market.
3. Pan India total outlets approx. 4,000. With Vardhman present at around 1,800 retail outlets in
650 cities/towns.
4. Patronage of ~6.0 million consumers across country
5. Technology up gradation ,new product development and innovative marketing strategies –keys
to success
6. 37 sub brands in various packaging categories under vardhman knitting yarn umbrella
brand.
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7. Effective use of electronic and print media for mass communication.
8. Consumer/dealer friendly approach
Hand knitting yarn is available in three packing’s at Vardhman
1. Hank
2. Ball
3. Lachhi
Hank Packing
Hank is the basic forms of hand knitting yarn which contain 3 kg of yarn in one pack or bundle.
Dealers prefer hanks packing the most as hanks require less space to store large quantities &
are comparatively cheaper than ball & lachhi packing. Moreover hanks can be sold in small
quantities as well as per needs & requirements of individual customer. Vardhman offers 18-20
different qualities in hanks category in which some qualities are fast, medium or slow moving.
Rabbit excel is the fast moving quality among all varieties of hanks.
Ball Packing
Ball is another form of hand knitting yarn packing, with average packing of 200 grams except
2-3 qualities which are of 150 grams. Ball Packing are either available in Box or Jar. Because
of its packing, ball category products are comparatively priced higher than hank & lachhi
packing. There are approx 10-12 different qualities in ball category of Vardhman. Soft ‘n’
Smart is the fast moving quality among all varieties of ball category.
Lachhi Packing
Lachhi packing is another form of yarn packing with average of 100 gms except Pretty Baby
which is available in 150 grams. There are approx 4-5 different qualities in lachhi category of
Vardhman .Winter shine is the fast moving among all varieties of Lachhi category.
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SUPPLY CHAIN NETWORK
MasterFlow Chart
ORDER BOOKING
SHADE AVAILABILITY
INVOICING
MATERIAL PACKING
ISSUANCE OF GATEPASS
DISPATCH
POST DISPATCH
PAYMENT
COLLECTI
ON
C-FORM
G.R. TO CUSTOMER
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Sales Process
Sales Process comprises of following steps:
1. Order Booking: Total 8 territory agents are appointed to represent different states of
India, mainly north & eastern part of India. Agents representing a territory keep on
studying market trends & fashions, competitor’s strategy & feedback about their
products, develop new markets & search for new potential dealers in the market, make
dealers update about company policies & products from time to time etc. Throughout
India we have both types of dealers i.e. Regd & Unregd and tax rates are applied by the
company accordingly.
Normally sales target are fixed on the basis of the performance during the corresponding
period in last year and concerning sales officer keeps track of the targets & discuss with
agents & top dealers at regular intervals. The process of order booking starts in the
beginning of the financial year i.e. month of April. Since April to August is considered
as lean period hence company starts with lowest prices from April month & give
attractions to dealers to invest & lift the material during this period. The rates are keep on
increasing on monthly basis in order to ensure that who lift earlier gets more rate benefits.
For this a sales policy is announced at the start of April every year. This includes booking
on color assortments, payment advances & actual lifting of material.
In hand knitting yarn, agents play a very important role in various ways:
Agent takes the orders from the dealers in the various ways:
(a) Personal visit – Agents visit their dealers on regular basis to get orders, payment
clearances and also make them aware about the new schemes, new prices, new
offers, new products etc.
(b) Through phone – Besides personal visit he also gets in touch with dealers through
phones as well to attend their all types of quarries.
(c) Dealers visit – sometimes dealers also visit the company’s premises according to
their convenience then agent & his personnel properly attends them update them
about the progress of their orders & solve their quarries, if any.
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Order form
To book a material an order form is designed. This form contains three copies having
different columns to fill complete details about the order booking:
(a) Two copies are given to dispatch section which is approved by concerning sales
officer. Out of these two copies, one copy is used by dispatch section for entering
cops and other is kept in agent’s record.
(b) Third copy is handed over to party for their records.
Agents are required to submit the details of their order bookings to the company officials
by 20th of proceeding month so that company can plan production of qualities & shades
accordingly to be delivered in subsequent month.
To execute a dispatch, a challan slip is filled up by agent which further is required to
verify by accounts section to confirm advance in hand, on getting the payment
confirmation, the sales officer mark the slips ok by mentioning the rate to be charged &
challan is sent to invoice section for execution.
Sometimes during the lean period, customers are also given targets and are awarded with
scheme benefits.
Monthly/
Quarterly
Sales target to
agents
Issuance of
samples, if
demanded
Agents book
orders from
dealers
Agents fill
order form
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Copy of order form:
Issue of Samples: If any agent asks for sample then company officialissues the same and
a challan is made. One copy is handed over to the agent and other is kept by the invoice
section. The security guard inside the warehouse issues a gate pass after checking the
challan and recording the details.
2. Dispatch Advise given by sales office: After receiving the orders from agents, the
production department is communicated with the same. The Invoice Section orders the
goods accordingly through e-mails and telephone. The varieties available are sent by the
commercial department within a day and in case a particular variety is not available then
it takes around 3-4 days for production and then it is sent to dispatch section through
Branch Transfer.
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3. Branch Transfer: The goods as ordered by the invoice section are brought from
commercial department to the sales office through vehicles. The commercial department
issues four copies of invoice. The invoice contains details like quantity, Quality and price.
Along with the invoice, there is a slip which is manually written and contains all the
details of the goods but does not contain the price of the goods.
(i) As the goods enter the sales office, the security guard at the gate, checks
the invoice and passes an entry in his inward register covering the quantity,
date and time of entry and truck number.
(ii) The Invoice is then checked by the security guard at the sales warehouse
who maintains separate inward and outward registers. He passes the entry
in his books and records the details.
(iii) Then the goods are unloaded at the warehouse. The Quantity, Quality and
shades are checked by the labour and are matched with the slip which
contains all the details.
(iv) Out of the four copies, one copy is given at the kanda at the time of
weighing the loaded truck, two copies are deposited in the office; one copy
is sent back to the commercial department signed by the company officials.
(v) The official at the dispatch section records the entries in the system and
updates the stock (with the help of a program in the ERP system, working
is explained separately)
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4. Shipping: The next step is shipping.
(i) Order Slip: The Order Slip given by the agent is first passed to accounts officer who
check the party’s due payments and financial status. He mentions the balance available
of the party and then further passes the slip to the company official for approval. This slip
is then sent to dispatch section for entering cops.
(ii) Cops: Its full form is Customer order processing system. The invoice official enters
the COPS in computer system. The varieties and shades demanded by the customer are
recordedand entriesare passed which is known as COPS. It also signifies that these goods
are readily available and are ready to dispatch to a particular party.
(iii) Shipping: The stockis then shipped from the godown i.e. the stockavailable for sale
is shown as released. A packing listin the form of challan is made from the shipping. This
challan has three copies which include the details of shades and quantity
1. White Copy: The white copy is handed over to the worker who packs the goods as per
the order.
2. Yellow Copy: This copy is sent to the invoice section for billing
3. Green Copy: This copy is sent to the dealer along with G.R.
Receiving orders from
agents
Dispatch advice to
commercial dept.
Branch transfer
Order slip
Mentioning
Account
balance if any
Credit/ Debit
Approval
from sales
officer
COPSShippingBilling
28. 28
Copy of shipping bill:
4. Billing: The Yellow and green copy is then sent to sales section for the
confirmation that goods are ready to leave the premises. Then the copies ofchallan
are sent to the invoice section. The challan contains a shipping number which is
used by the invoicing officer to check out the details and issue a Bill. The
invoicing officer enters the shipping number in computer system which displays
all the information of that transaction and the bill is made according to those
details. The Bill contains four copies and separate bills are issued for goods to be
sent through road transport and railways.
Modes of Dispatch of goods via Transport/ Railway (Self)
For Goods to be sent through transport
Out of the four copies of the bill,
1. One copy is handed over to the security guard for entries in his outward register
and rest three copies are sent along with the goods to transporter.
2. One of these three copies is attached with road permit form as submitted by the
party. This attached copy of bill is submitted by the transporter at the barrier and
the rest of the copies are kept by them.
29. 29
3. Out of the two copies left, one is kept for records by the transporter and another is
sent along with the goods to their branch or he can send both the copies along with
the goods.
Road Permit forms are submitted by the parties quarterly or annually. These
forms are compulsory to be submitted at the barriers in some parts of India like
U.P, Rajasthan, Bihar and some areas of West Bengal.
For Goods to be sent through railways/self
Out of the four copies of the bill,
1. One copy is handed over to the security guard for entriesin his outward register
2. Two copies are sent along with the goods to transporter.
3. Fourth copy is attached with the yellow copy of shipping bill and is kept in
record for the concerned agent.
The task of transporting the goods from warehouse to railways is done by the contractors
appointed by the company. The contractor charges Rs 35 per bale for every 60kg bale and
Rs 50 per bale for every 96kg bale.
30. 30
Local parties are liable to pay the Vat @ 5.5% on the sale amount and out of state dealer
are liable to pay CST @ 2% in case of registered dealer and 5.5% in case of unregistered
dealer.
6. ForwardingCharges: The Company also charges forwarding charges from the parties
whose goods are sent through road transport. The forwarding charges include the
insurance of the goods (.01%) and charges of the packing material bales (RS 40/bale and
Rs 35/carton).
7. Dispatching of the goods: At the time of dispatching the goods to the respective
dealers, agents make a cross check with the goods and the copy of order form with them
which helps them to keep the track of the quantity dispatched to the dealers and quantity
to be dispatched. Under this dispatch process, the time of dispatch to the party is decided
by the company officials.
8. Issue of Gate pass: The security guard after receiving the bill and recording it in his
registers, issue a gate pass stating the weight and bundles to be dispatched. This gate pass
is showed and submitted with the security guard at the gate who records the goods
dispatched in his out-ward register and also checks that bundles mentioned on gate pass
do not exceed or are less than the bundles actually going out.
9. Payment Collection: The payment can be made by parties in the following ways:
(i) Cash Counter: The parties can deposit the cash at cash counter in the sales
office.
(ii) Cheque/Demand Draft: The parties also deposit the demand draft/cheque
of the agreed amount in the HDFC bank account.
(iii) Account Deposit: Parties can also deposit the agreed amount in the account
of Vardhman. Receipt of the amount deposited is send to the company
through fax.
(iv) For Self – Full advance payment
10. C-form- C-forms are collected at the end of each quarter or annually from parties
which are out of state and are registered under CST act with sales tax office. C forms are
only issued to registered parties whatever may be the amount of sales in that quarter.
1. One Copy is deposited by the company to the sales tax office.
2. One Copy is deposited by the dealer with the sales tax office.
3. Last copy is kept by the company for records.
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Copy of C-form
11. Issue of G.R: After the invoice is made, Goods are transferred from sales section to
the transporter`s warehouse and with that three copies of invoice are also dispatched, out
of which one copy is kept by the transporter for records, one copy is attached with the
road permit to be submitted at the barrier and third copy of invoice is sent along with
goods to their branch. The transporter issues three copies of GR out of which one copy is
sent to sales sectionand one copy is sent along with goods and the third copy is kept with
them for their records.
When GR comes to sales section, then the company official reprints the two copies of
invoice containing the G.R. number. The concerned officersends this G.R. along with
other documents to party or bank after checking the status of the payment made by
the party.
In case party has given the payment, the concerned person will send the reprinted
invoice, copy of shipping challan and original copy of G.R. to the party.
In case party has not given the payment, the concerned person will send one copy of
reprinted invoice, copy of shipping challan to the customer and letter of outstanding bill,
just to remind the customer that his bill payment is due.
Customer can deposit cash in company’s bank account in Vardhman`s HDFC Bank a/c
or by direct payment at their cash counters. When the customer pays the due amount in
their respective bank accounts then they send a copy of receipt to the accounts sectionby
fax or e-mail.
32. 32
Copy of G.R.:
Incentives-
Incentives are the sort of reward given to the dealer by the company on achieving the
certain amount of target in sales. These incentives are decided by the management.
Presently the target to get these incentives from the company is on the basis of monthly
sales of more than Rs 4, 50,000. This target is same for all the parties but the difference
is on the percentage of incentive on each product for e.g. Incentive rate on hank is 1.2%
and 1.7% is on ball, also on some products those are inferior the rate of incentive is very
less and some products does not come under incentive scheme.
If any party fails to pay the amount of goods purchased by him then the outstanding
interest can be adjusted against the amount of incentive. If the amount of interest is more
than the amount of incentive then at that time the interest amount is adjusted from the
incentive amount and rest of the amount is debited to the parties account and vice ve rsa.
Under the process of incentive, the details of sales made by each party is opened in the
excel file and incentives are calculated. The officerthen takes a printout of this file which
has two copies. Out of these two copies one copy is sent to the accounts office and the
concerned accounts officer verify the incentive and credit the amount in the party’s
account and the another copy is retained by the invoicing officer.
Setting of the insurance claims –
Under the insurance, the company charges 0.01% from the dealers under the heading of
the forwarding charges. Company charge this insurance from the dealers in order to cover
33. 33
the risks like goods stolen, fire, goods destroyed etc. In that case the dealer takes the ‘short
certificate’from the transporter if the goods delivered to the dealer are lessfrom the actual
quantity and in another case if dealer didn`t receive the goods, the transporter issues the
‘non-delivery certificate’to the dealer. In case any loss occurs, dealers have to inform the
company about the incident within 30 days and the insurance company gives the time of
45 days to the company to intimate them about the case. This time limit is fixed, so that
the dealer will get the 100% claim, but if the company gets late in sending the intimation
to the company, then insurance company might not give an insurance amount to the
dealers. The dealers have to submit the certain documents to the company in order to get
the claim from the insurance company.
These documents are:
(a) Certificate from the transporter (short certificate/non-delivery certificate)
(b) Letter head of the party
(c) Invoice copy
(d) Copy of builty (G.R)
(e) Copy of delivery challan
(f) Insurance declaration copy
(g) Claim bill
Monthly meeting is arranged by the company with the insurance company in order to set
the claims and to solve and settle the old cases.
Different cases of insurance:
In case if goods delivered to the party are defective or the company has sent the wrong
order to the concerned dealer, in that case agents set the claims with the dealers.
(a) If stock gets stolen, then the respective dealer will take the short certificate from
the transporter`s office, in which the transporter mentions all the details and that
short certificate is sent to the company, after which company sends that certificate
to the insurance company and at last insurance company settles the claim.
(b) If stock gets destroyed then the dealer gets the non-delivery certificate from the
transporter and the same process goes as explained above.
(c) If goods are returned by the dealer, then the amount of the goods returned is again
credited to the customer account.
35. 35
Sales Promotion Material:
Company also issues sales promotion material to the parties which includes bags, knitting
bags, design books, banners, laminated posters and sign boards. The Company sets sales
as the criteriato decide whether to issue sales promotion material to a particular dealer or
not. Party communicates their requirement to their respective agent for the promotion
material from the company. Every agent has been provided with the separate challan book
for issuing the promotion material.
The Challan has three copies.
1. One copy is issued by the agents as per the requirement to the party and the
company debits the account of party as per the charges of material.
2. Second copy is kept by security guard who issues the gate pass.
3. Third copy is sent along with the material to the transporter. The material is
transferred from warehouse to transport by the contractors through their
personal vehicles.
Copy of challan:
37. 37
CUSTOMER SATISFACTION INDEX
INTODUCTION
A customer satisfaction index combines the customer survey scores from different business
attributes to create a single customer satisfaction index that indicates the overall customer
satisfaction.
It is the ratio of respondent with excellent and good rating to the total number of respondent. It
will help us to know how many customers are satisfied from the services of Vardhman. We are
doing research on three types of services:-
Marketing and Sales Services
Logistic & After Sale Services
These two types of services are provided for Hand Knitting Yarn product and conducting
research and calculating Customer Satisfaction Index on these three types of services will help
us to know the percentage of Satisfied Customer and dissatisfied Customer. Getting these
Percentage will help them to improve their services and increase the perception of Dissatisfied
Customers.
38. 38
OBJECTIVES
To Find out the Customer Satisfaction Index on parameters:-
o Marketing & Sales Services
o Logistic & After Sale Services
To know the Dealers response towards HAND KNITTING YARN Product of Vardhman.
To have suggestions from Dealers to increase the satisfaction of Vardhman Services.
To identify the reason of dissatisfied consumer towards Vardhman Services.
RESEARCHMETHODOLOGY
Research methodology is a way to systematically solve the research problem. Research
methodology is a framework or blueprint for conducting the research. Here, it refers to the
methodology adopted for conducting research and calculating Customer Satisfaction index
on Vardhman Sales Services with Supply management. It includes:-
Scope of study
Research process
Data collection
Analysis of data and limitations of the study.
SCOPE OF STUDY
Vardhman Textile is Market leader in hand-knit yarn category. It is having 45% share of the
organized sector and 30% of the total market. Pan India total outlets approx. 4,000 with
Vardhman present at around 1,000 retail and around 1000 sub-dealers outlets in 650
cities/towns. Retail and Wholesaler segment is expected to accurately reflect the performance.
Hence the scope of study is limited to Retail and Wholesaler formats in HAND KNITTING
YARN Products. The scope of study is based on:-
Retailers
Retailers cum Wholesaler
Wholesaler
Knitter
39. 39
Retailers
Retailers consist of small and large for-profit businesses that sell products directly to consumers.
To realize a profit, retailers search for products that coincide with their business objectives and
find suppliers with the most competitive pricing. Generally, a retailer can buy small quantities of
an item from a distributor or a wholesaler. For instance, a retail merchant who wanted to purchase
a dozen lamps could contact lighting distributors to inquire about pricing.
Wholesalers
Wholesalers generally buy a large quantity of products directly from distributors. High-volume
purchase orders typically improve a wholesaler’s buying power. Many distributors provide
discounts for a certain number of items purchased or the total amount spent on merchandise.
Due to money & time constraint, it wasn’t possible to cover whole market of India. Therefore,
some of the dealers of few states has been taken for convenience. Hence, this study can be
further extended to other parts of India.
AREA TYPE OF DEALERS
Punjab and Haryana Wholesaler Retailers Both
J&K and H.P Wholesaler Retailers Both
Uttrakhand and U.P Wholesaler Retailers Both
M.P and Bihar Wholesaler Retailers Both
7 Eastern States & Rajasthan Wholesaler Retailers Both
RESEARCHPROCESS
The research process involves the various steps undertaken to complete the research. A brief
account of various aspects of research methodology is as follows:
Research Design
The research designs may be broadly classified as exploratory or conclusive. The primary
objective of the exploratory research is to provide insights into, and an understanding of, the
problem confronting the researcher. Exploratory research is used in cases when you must define
the problem more precisely, identify relevant courses of action, or gain additional insights before
40. 40
an approach can be developed. Typically, such research is followed by further exploratory or
conclusive research.
The objective of conclusive research is to test hypothesis and examine specific relationships. This
requires that the researcher clearly specify the information needed. Conclusive research is
typically more formal and structured than exploratory research. It is based on large,
representative samples, and the data obtained are subjected to quantitative analysis. The findings
from this research are considered to be conclusive in nature in that they are used as input into
managerial decision making.
Data Source
For the study purpose both primary and secondary data are used. The primary data collected from
sales men of the companies, customers and dealers dealing in the products of the company. The
secondary data collected from records of the company, retailers and dealers.
Primary Data
Primary data are information collected by a researcher specifically for a research assignment. In
other words, primary data are information that a company must gather because no one has
compiled and published the information in a forum accessible to the public.
Secondary Data
Secondary data are the data collected by a party not related to the research study but collected
these data for some other purpose and at different time in the past. If the researcher uses these
data then these become secondary data for the current users. These may be available in written,
typed or in electronic forms.
Research Approach
Survey of respondents is best suited for descriptive research. Companies undertake research to
learn about people’s PREFERENCE AND SATISFATCION. Therefore the current research
uses survey of respondents to get the required answers as it is descriptive research.
41. 41
Research Instrument
Research Instruments used in collecting data is
Questionnaires
Telephone, Mobile Phone
Interview
Questionnaire
Questionnaire is a set of questions has been prepared to ask a number of questions and collect
answers from respondents relating to the research topic. A number of questions usually in printed
or electronic form are to be answered by the individuals. Questions asked to individuals to obtain
statistically useful information about a given topic. Questionnaires consist of a set of questions
presented to respondents (Dealers) for their answers. The questions may be closed-ended, open-
ended, or a combination of the two.
Telephone, Mobile Phone
Telephone and other devices can be used for collecting data verbally and written on fax from
respondents located away from the researcher and having these facilities plus the researcher
having their contact numbers.
Interview
In this method the interviewer personally meets the informants and asks necessary questions to
them regarding the subject of enquiry. Usually a set of questions or a questionnaire is carried by
him and questions are also asked according to that.
42. 42
SAMPLING
Sampling is the tool used for gathering information from the population. The process of selecting
a sample from the population is known as sampling.
TARGET POPULATION
Target Population should be defined in the light of a research objective. Target Population is the
collection of object which possess the information required and about which an inference is to
be made.
TARGET POPULATION FOR THE PROJECT
AREA
Punjab and Haryana
J&K and H.P
Uttrakhand and U.P
M.P and Bihar
7 Eastern States and Rajasthan
SAMPLING FRAME
A researcher takes a sample from population list, directory or any other source used to represent
the population. This list possesses the information about the subjects and is known as Sampling
Frame
AREA TOTAL NUMBER
OF DEALERS
Punjab Haryana 20
Uttrakhand U.P 20
J&K H.P 20
M.P Bihar 20
7 Eastern State Rajasthan 20
43. 43
SAMPLING TECHNIQUE
A researcher has to decide the traditional sampling approach, whether to use probability or non-
probability sampling techniques also known as Random and Non-Random Sampling techniques
respectively.
Random Sampling
Each unit of the population has the same probability of being selected as part of the sample. There
are some cases where random sampling is not possible.
Non Random Sampling
Every unit of the population does not have the same chance of being selected in the sample. Some
other factors like familiarity of the researcher with the subject, convenience are the basis of
selection.
Cluster Sampling (RANDOM)
It is also known as Area Sampling in which we divide the total population into non- overlapping
areas or cluster. Clusters are internally heterogeneous. A cluster contains a wide range of
elements that are good representatives of the population.
For this survey, Cluster of cities may be too large for surveying individuals. In order to
overcome this difficulty, the city can be divided into cluster of blocks and dealers may be selected
randomly from the blocks. The technique of dividing the original cluster into a second set of
cluster is called two stage sampling
SAMPLING SIZE
Sampling size refers to the number of elements to be included in the study. The nature of research
and analysis is important consideration while deciding the sample size. For qualitative research,
a small size is sufficient. For conclusive research, a large sample is required.
Time and resources are the two constraints on which the sample size of every research is based.
In our research sample size is 100.
46. 46
SALES & MARKETING SERVICES
Nature of Business?
Frequency Percent Valid Percent
Wholesaler 7 7.0 7.0
Retailer 45 45.0 45.0
Both 48 48.0 48.0
Total 100 100.0 100.0
The above data says that 48% of the dealers are Wholesaler cum Retailers and 45% of the
dealers are only Retailers and 7% of the dealers are only Wholesalers from the sample.
We can say that most of the dealers deals in Whoesaler cum Retailer business and only Retailer
business So Vardhman focuses on them with different Schemes to attract them.
7%
45%
48%
NATURE OF BUSINESS
Wholesaler Retailer Both
47. 47
Sale of Packing Category?
Frequency Percent Valid Percent
Hanks 3 3.0 3.0
All 97 97.0 97.0
Total 100 100.0 100.0
This Figure Says that maximum number of the dealers i.e. 97% of the dealers sell all three
Qualities (Hanks, Box and Lachhi) and 3% of the dealers deals only in Hanks packing category
from the given sample.
Main reason for selling Vardhman Product?
Frequency Percent Valid Percent Cumulative Percent
Brand 79 79.0 79.0 79.0
Quality 21 21.0 21.0 100.0
Total 100 100.0 100.0
79%
21%
0% 0%
REASONFORSELLING VARDHMANPRODUCTS
Brand Quality After Sales Services Others
48. 48
This states that Brand is the main reason to sell Vardhman product, it means Customer
demands the dealers Vardhman Brand because of its name so we can also say that Vardhman
image as a Brand is quite good and 21% of the dealers replied Quality it means Quality of
Vardhman is also high which attracts the customer.
Brand positioning of Vardhman product in market?
Frequency Percent Valid Percent Cumulative
Percent
Excellent 96 96.0 96.0 96.0
Good 4 4.0 4.0 100.0
Total 100 100.0 100.0
96% Excellent means that Vardhman image of Brand is very high we can justify this as
Vardhman is Market leader in Hand knitting Yarn Business because of Brand. 4% says that it is
good so Vardhman can improve their brand value
Quality of Vardhman Product?
Frequency Percent Valid Percent Cumulative Percent
Excellent 76 76.0 76.0 76.0
Good 24 24.0 24.0 100.0
Total 100 100.0 100.0
76% of Dealers says that Quality of Vardhman Product is Excellent and 24% of Dealers from
taken sample says that it is good it means Quality of Vardhman Products are high but still there
is some scope of improvement. But overall Quality is good because there is no sign of Average
or Below Average Rating
49. 49
Information related to products?
Frequency Percent Valid Percent Cumulative
Percent
Excellent 43 43.0 43.0 43.0
Good 46 46.0 46.0 89.0
Average 10 10.0 10.0 99.0
Below Average 1 1.0 1.0 100.0
Total 100 100.0 100.0
According to the samples, 43% said information related to products is excellent and 46% said it
is good and average 10 and 1 is below average it means that there is scope of improvement in
information related to products. It can be information of new products or it can be of new
shades cards some of them not getting information of new products and new shades so they
must take some step to improve it.
43
46
10
1
0
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Below Average
Information Related to Products
50. 50
Services by Sales Agent?
Frequency Percent Valid Percent Cumulative Percent
Excellent 39 39.0 39.0 39.0
Good 53 53.0 53.0 92.0
Average 8 8.0 8.0 100.0
Total 100 100.0 100.0
This data states that 39% are satisfied with the services given by sales agent and 53% are
expecting more from the sales agent and 8% are not satisfied with the sales agent. It is due to
the number of sales visit and few services by the sales agent and sales staff i.e. proper
knowledge of products and clearing various issues of Dealers so they can improve in this
segment.
39
53
8
0
0
10
20
30
40
50
60
Excellent Good Average Below Average
Services By Sales Agent
51. 51
Competitive Pricing?
Frequency Percent Valid Percent Cumulative Percent
Excellent 37 37.0 37.0 37.0
Good 63 63.0 63.0 100.0
Competitive Pricing states that price of products comparing with competitors, so 37% says that
it is excellent and 63% says that it is good. It means that dealers are aware of the brand value
and comparing with the competitors means Oswal and Ganga. Oswal is second best brand after
Vardhman and Ganga is also good brand but price of Vardhman, Oswal and Ganga are
different. But price is decided by the company after Analysing the Demand of the products in
the market.
Sales Promotional Schemes?
Frequency Percent Valid Percent Cumulative Percent
Excellent 63 63.0 63.0 63.0
Good 33 33.0 33.0 96.0
Average 4 4.0 4.0 100.0
Total 100 100.0 100.0
52. 52
Sales Promotional Schemes are the schemes used by the company to attract the dealers. The
above data states that 63% are satisfied with the schemes of bonus, discounts and 33% says that
there is scope of improvement and 4% said that competitors Sales promotional Schemes are
much good then Vardhman so they have to work on it.
Advertising & Sales Promotional Materials?
Frequency Percent Valid Percent Cumulative Percent
Excellent 75 75.0 75.0 75.0
Good 22 22.0 22.0 97.0
Average 3 3.0 3.0 100.0
Total 100 100.0 100.0
Advertisement and sales promotional materials are used to attract the dealers and then the
customers this increases the loyalty of the dealers and customers. According to the above data it
states that 75% likes the advertisement and promotional activities done by the Vardhman and
3% compares it with competitors and wants to get something new from the Vardhman.
63
33
4
0
10
20
30
40
50
60
70
Excellent Good Average
Sales PromotionalScheme
53. 53
LOGISTIC & AFTER SALES SERVICES
Packing of Material?
Frequency Percent Valid Percent Cumulative
Percent
Excellent 56 56.0 56.0 56.0
Good 33 33.0 33.0 89.0
Average 6 6.0 6.0 95.0
Below Average 5 5.0 5.0 100.0
Total 100 100.0 100.0
It states that 56% are satisfied with the packing of the material and 33% said it is good it means
there is scope of improvement but 6 % said it is average and 5% rated it as below average
which is due to the different packing used for different products. Comparing packing with last
year, packing changed which increased transportation cost but it is good for the quality and
some of the dealers are still demanding double packing which will reduce the cost so
Vardhman must find good solution to satisfy the dealers
56
33
6 5
0
10
20
30
40
50
60
Excellent Good Average Below Average
Packing Of Material
54. 54
Information of Invoice & Dispatch
Frequency Percent Valid Percent Cumulative
Percent
Excellent 79 79.0 79.0 79.0
Good 9 9.0 9.0 88.0
Average 4 4.0 4.0 92.0
Below Average 8 8.0 8.0 100.0
Total 100 100.0 100.0
Information of Invoice and Dispatch, it is service provided by the Vardhman for the dealers and
the customers , Service of SMS i.e. message will be sent to the dealer during Invoice and
dispatch so that they must be aware whether the items are dispatched or not.
79% found this service as excellent and 9% said it is good there is scope of improvement on
this service, while 4% said it is average and 8% said it is below average which means that for
Dealers with average rating they are not getting information on registered mobile number and
for below average rating dealers they are not even aware of this type of SMS services.
79
9
4
8
0
10
20
30
40
50
60
70
80
90
Excellent Good Average Below Average
Information of Invoice& Dispatch
55. 55
Response time & Solution to Complaints
Frequency Percent Valid Percent Cumulative
Percent
Excellent 81 81.0 81.0 81.0
Good 12 12.0 12.0 93.0
Average 4 4.0 4.0 97.0
Below Average 3 3.0 3.0 100.0
Total 100 100.0 100.0
Response time and Solutions to complaints are the After Sales Services which dealers are
getting from the Vardhman for the products and if they are getting any problem regarding any
Sales Process or with the insurance policy they can write complaint to Vardhman and Solution
will be provided to them according to the policy
Now this above data means that 81% are satisfied with the solution of complaints and Response
time but 12% says that it is good it means there is scope of improvement and 4% and 3%
average and below average respectively is due to the pending complaints and the Response
time was very high
81
12
4 3
0
10
20
30
40
50
60
70
80
90
Excellent Good Average Below Average
Responsetime & Solution to Complaints
56. 56
SALES & MARKETING SERVICES
EXCELLENT GOOD AVERAGE POOR TOTAL
BRANDING
POSITION
96 4 100
QUALITY OF
PRODUCT
76 24 100
INFORMATION
RELATED TO
PRODUCTS
43 46 10 1 100
SERVICES BY
SALES AGENT
39 53 8 100
COMPETITIVE
PRICE
37 63 100
SALES
PROMOTIONAL
SCHEME
63 33 4 100
ADVERTISEMENT
& SALES
PROMOTIONAL
MATERIALS
75 22 3 100
TOTAL 429 245 25 1 700
58. 58
LOGISTIC & AFTER SALES SERVICES
EXCELLENT GOOD AVERAGE POOR TOTAL
PACKING OF
PRODUCT
56 33 6 5 100
INFORMATION
OF INVOICE &
DISPATCH
79 9 4 8 100
RESPONSE
TIME
81 12 4 3 100
TOTAL 216 54 14 16 300
CUSTOMER SATISFACTION INDEX= [(216+54)/300]* 100
= 90%
56
33
6 5
100
79
9 4 8
100
81
12
4 3
100
0
20
40
60
80
100
120
EXCELLENT GOOD AVERAGE POOR TOTAL
LOGISTICS & AFTER SALE SERVICES
PACKING OF PRODUCT INFORMATION OF INVOICE & DISPATCH
RESPONSE TIME & SOLUTION TO COMPLAINTS
59. 59
COMMENTS (J&K AND H.P)
GROUP NAME TOWN COMMENTS
DINESH & CO MANDI) Problem in sms service
MAHAVIR TRADERS JAMMU Packing of wintershine issue
VEEKAY ENETERPRISES KULLU Improvement in sales
promotional scheme
CHAND PROV &GEN
STORE
SUNDER NAGAR Dealer meeting, biasness
with Sanjeev wool house
OM SAI RAM GEN STORE PANCHRUKHI BONUS ISSUE
OM ENTERPRISES MANDI Improve Bora packing
comparing Oswal
SUGGESTIONS
GROUP NAME TOWN SUGGESTIONS
MAHAVIR TRADERS JAMMU mail of new product ,
balance detail and bonus
details
VEEKAY ENETERPRISES KULLU improvement in sms services
CHAND PROV &GEN
STORE
SUNDER NAGAR Packing problem
OM SAI RAM GEN STORE PANCHRUKHI price list on mail
OM ENTERPRISES MANDI School dress shade issue
60. 60
COMMENTS (RAJASTHAN & 7 EASTERN STATES)
GROUP NAME TOWN COMMENTS
M.M AND CO BIKANER credit note and debit note not
cleared
Cash discount not cleared
No sms service
BINOD FANCY STORE DIPHU Order booking, no
information of shades
INDINEX GAWAHATI Courier service late..
documents arriving very late
to this customer
SINGHAIA & CO JAAPIGIRI credit note still not cleared,
no sms service
DHAWAN GENERAL
SUPPLIER
JODHPUR c form pending demand
WOOL HOUSE JORHAT No sms service , improve
box packing
KHIRVI WOOL HOUSE KOHIMA advertisement and
promotional activities are
less
DADU STORE TINSUKIA complaint not cleared
SUGGESTIONS
GROUP NAME TOWN SUGGESTIONS
INDINEX GAWAHATI increase patti in packing
DHAWAN GENERAL
SUPPLIER
JODHPUR Account statement of 2015
WOOL HOUSE JORHAT Improve packing slip
KHIRVI WOOL HOUSE KOHIMA problem in transport
61. 61
COMMENTS (U.P& UTTRAKHAND)
GROUP NAME TOWN COMMENTS
CCHOICE CENTRE AGRA bundle mein problem
Cartoon fat jata h
no sms service
ROSY WOOL &
GARMENTS CENTRE
BAREILY scheme not cleared
information of shades not
available
G.B WOOL STORE KANPUR increase schemes for
wholesaler
Poor packing quality. You ca
charge more for the packing
but use good material for
packing
SUGGESTIONS
GROUP NAME TOWN SUGGESTIONS
NARSIGH DAS SUMAN
KUMAR
HALDWANI vardhman showed new
product in meeting but still
not having clue when will
those product come in market
62. 62
COMMENTS (M.P & BIHAR)
GROUP NAME TOWN COMMENTS
SAJAN GENERAL STORE BHIND 50 gm packing … problem in
packing quantity
AKHTAR HUSSAIN DEHRIOSONE Packing. cost of
transportation
ABHIROOCHI INDORE baby angel packing problem
SALUJA STORE LAKHISARAI Delivery problem. late
delivered
VINDYACHAL PRASAD MOTIHARI Complaint solution is
pending
LADIES DRESS PATNA no sms service
WOOL HOUSE RANCHI bill time se nhn ata _courier
service problem
SUGGESTIONS
GROUP NAME TOWN SUGGESTIONS
RAJAN SHINGER STORE BARGANIA Price rate is very high. Ganga
price is very less
M.R. ENTERPRISES BHAGLAPUR plz do proper supply (facing
problem while selling
product at wholesale price
due to improper supply as
per the demand)
NAVRANG WOOL HOUSE BUXAR packing of 25 bundle
increase them to 30 and it
will reduce cost of
transportation
KESRRI WOOL HOUSE DUMRAON increase box in cartoon leads
to transportation cost
ABHIROOCHI INDORE complaint claim issue
LADIES DRESSES PATNA Double packing
63. 63
COMMENTS (PUNJAB & HARYANA)
GROUP NAME TOWN COMMENTS
SANJEEV TRADING
AGENCY
AMBALA ___no information related to
products, MARGIN IS
VERY LESS
SANJAY GEN STORE BHIWANI Full Order never come to
small dealers biasness to
others. ___no information of
any schemes
ROSY WOOL HOUSE CHANDIGARH _no information – written
Shade information _
No benefit
Chote scheme h … margin is
very less …….
_(cash discount 3% … flat
incentive 2%) oswal and no
information in vardhman
BHARAT TRADERS HISSAR packing hopeless __
_services of sales agent is
not good
_no sms service ___
_solution of complaint - it
takes lot of time_______
RAJ KUMAR VIJAY
KUMAR
KAITHAL late delivery
YOGESH EMPORIUM SONIPAT jet black colour is dull _
_improve quality said by
customer to dealer
VARIETY GARMENTS YAMUNA NAGAR _increase scheme __
_schemes of competitor are
much good then Vardhman
64. 64
SUGGESTIONS
GROUP NAME TOWN SUGGESTIONS
SANJEEV TRADING
AGENCY
AMBALA ___beware of new
competitors (local
companies)
SANJAY GEN STORE BHIWANI Oswal invites small Delaers
to meeting but Vardhman
didn’t
Sanjeev Oswal Wool house LUDHIANA Vardhman must take care of
Customer and dealers
66. 66
CONCLUSION
After analysing the data and calculating Customer Satisfaction Index and Reading comments &
Solutions given by the Dealers:-
CUSTOMER SATISFATION INDEX FOR MARKETING & SALES SERVICES ARE
96%
CUSTOMERS ARE FULLY SATISFIED WITH THE BRAND VALUE OF
VARDHMAN
CUSTOMERS ARE SATISFIED WITH THE QUALITY OF THE PRODUCTS
11% DEALERS ARE NOT SATISFIED WITH THE INFORMATION RELATED TO
PRODUCTS
8% DEALERS ARE NOT SATISFIED WITH THE SERVICES OF SALES AGENT
& STAFF
PRICE OF VARDHMAN IS SATISFACTORY BECAUSE OF THE BRAND
4% DEALERS SAYS THAT THEY SHOULD INCREASE SALES PROMOTIONAL
SCHEMES
3% DEALERS THINKS THAT ADVERTISEMENT & SALES PROMOTIONAL
MATERALS OF COMPETITORS ARE GOOD THEN VARDHMAN
CUSTOMER SATISFACTION INDEX FOR LOGISTICS & AFTER SALES SERVICES
ARE 90%
11% DEALERS FACE PROBLEMS WITH PACKING OF MATERIAL
12% DEALERS DONOT GET INFORMATION OF INVOICE & DISPATCH
7% DEALERS ARE NOT SATISFIED WITH THE RESPONSE TIME AND
SOLUTIONS TO COMPLAINT BECAUSE VARDHMAN TAKE LONG TIME FOR
THE SOLUTIONS
67. 67
RECOMMENDATION
Vardhman should focus on issues that truly drive customer satisfaction
INFORMATION RELATED TO PRODUCTS
Vardhman must email the product information to dealers.
SERVICES BY SALES AGENT
Visit of Sales Agent and staff must be increased
SALES PROMOTIONAL SCHEMES
Vardhman can increase attractive Sales promotional schemes before Competitors
PACKINNG OF PRODUCT
Vardhman should focus on packing of material
INFORMATION OF INVOICE & DISPATCH
Dealers who are not getting SMS Services, they should get information on registered mobile
Also Mobile application can be introduced for tracking the order
RESPONSE TIME & SOLUTION TO COMPLAINTS
Should respond to messages Promptly & Keep the customers informed. Even if problem cannot
be solved right away, let the customer know that Vardhman people are working on it
69. 69
CUSTOMER DETAILS
Name of the Dealership : ___________________________________
Address : ___________________________________
___________________________________
State : ___________________________________
Phone No : ___________________________________
E-mail Id : ___________________________________
Name of the Person : ___________________________________
Nature of Business
Sale of which Packing category of Vardhman product:
Main reason for selling Vardhman Product
Brand
Quality
After Sales Services
Others
____________________________________________________________________________
___________________________________________________________________________________
WHOLESALER RETAILERS
LACHHIBOXHANKS
70. 70
CUSTOMER SATISFACTION RATING
Please rate the following parameters as per the rating codes
EXCELLENT 10
GOOD 8
AVERAGE 5
BELOW AVERAGE 3
SALES & MARKETING
SERVICES
EXCELLENT
(10)
GOOD
(8)
AVERAGE
(5)
BELOW
AVERAGE
(3)
BRAND POSITIONING
QUALITY OF PRODUCT
INFORMATION RELATED TO
PRODUCTS
SERVICES BY SALES AGENT
COMPETITIVE PRICING
SALES PROMOTION SCHEMES
ADVERTISEMENT & SALES
PROMOTIONAL ACTIVITIES
LOGISTIC & AFTER SALES
SERVICES
PACKING OF MATERIAL
INFORMATION OF INVOICE &
DISPATCH
RESPONSE TIME AND SOLUTION
TO COMPAINT
TOTAL
71. 71
COMMENTS, if any rating is AVERAGE and BELOW AVERAGE
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
SUGGESTIONS, (future improvements)
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
