1. Summary Report
EAST DELHI
5/12/2012 to 5/1/2013

2. Days of Nos. of villages Total nos. of Game Total Nos. of
Working covered individual Conducted individual
contacted participated in
games
18 59 2551 Puzzle game, gift 1193
distribution
Activity Total number of individual
contacted were 2551.
Total Nos. of individual
1193 contacted
1358 47 % of the total number of
Total Nos. of individual individual contacted
played games participated in the games.

3. Total Number of Nos. of Mason contacted Nos. of mason with contact
location/inspected areas numbers
106 203 124
Total number of mason contacted during the inspection site were 203.
Out of 203, all mason which are direct contact with the Dealer/retailers.
Association process with these masons should be initiated ASAP.
Cement Brand Nos. of Mason preferred the brand
Ambuja 48
UltraTeck 48
Shriultra 10
Binani 34
Shriram 3
JK lakshmi 30
Jaypee 0
Birla Cement 7
Bangur 2
ACC 18
JK 0
Rockstrong 2
Neutral 1

4. Number
Ambuja UltraTeck
0 1
2
2 18 Shriultra Binani
0 48
7
Shriram JK lakshmi
30
Jaypee Birla Cement
Bangur ACC
3
48
JK Rockstrong
34
10
Neutral
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 48
UltraTeck 51
Total number of villages
Shriultra 6
visited were-59
Binani 31
Shriram 10
Total number of
JK lakshmi 9
construction site visited-209
Jaypee 0
Birla Cement 5
Number of brands used by
Bangur 2
the owner-12
ACC 19
JK 25
Rockstrong 3
Neutral 0

6. Nos. of villages visited Nos. of construction Consumer who are Consumer who Consumer who wants
sites visited using JK lakshmi can/wants to switch to to remain with their
cement JK lakshmi cement existing brand
59 209 9 42 159
209
Consumer who are
using JK lakshmi
9 cement
42
Consumer who
can/wants to switch to
JK lakshmi cement
Consumer who wants
159 to remain with their
existing brand

7. Nos. of construction sites using Wants to convert into JK lakshmi
Brand the brand cement customer % of converstion posibilty
Ambuja 48 7 15
UltraTeck 51 2 4
Shriultra 6 4 67
Binani 31 5 16
Shriram 10 1 10
JK lakshmi 9
Jaypee 0
Birla Cement 5 1 20
Bangur 2 1 50
ACC 19 5 26
JK 25 16 64
Rockstrong 3
Neutral 0

8. Total Numer of shops visited Total number of retailers Total number of Dealers
129 16 113
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. 49
50
40
30 22
17 19
20 15
7 Nos. of Dealers
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
129 16 113 100
Total number of shops visited-129.
Total number of Retailers/Dealers shows interest in taking Dealership
of JK lakshmi cement-100.
The dealers/Retailers interested in taking dealership are into the
cement trade.

11. Nos. of Retailers/Dealers interested
25
20
20
15
10 7 7
5
5 2 3 2 2
1 1 1 1 Nos. of Retailers/Dealers
0 interested