A PROJECT REPORT ON

“The TRL Krosaki Refractories Ltd Model

Approaches in B2B Market”

SUBMITTED TO

IN THE PARTIAL FULFILLMENT OF THE DEGREE

BACHELOR IN BUSINESS ADMINISTRATION

Guided by: Submitted by:

Mr. Shishir Kumar Naik Rajat Kumar Pradhan

AGM Central Marketing Roll No.3317BBA020
TRL KROSAKI BBA 3rd Year

CERTIFICATE
CERTIFICATE
1
2
 DECLARATION

I hereby declare that this project report entitle “B2B MARKETING the concept-
TRLK model approaches in B2B Market” of TRL Krosaki Refractories Ltd,
Belpahar has been completed by me. I have undergone the project training as
par the partial fulfillment of the degree of bachelor in Business Administration
2016-2019.The information given in the report are exclusively based on the data
collected while conducting internship at TRL Krosaki Refectories Ltd. Belpahar
and has not formed a part of any other project previously done.

Rajat Kumar Pradhan

Roll No – 3317BBA020
BBA 3rd Year

3
 ACKNOWLEDGEMENT

I am really very much thankful to many people who helped and

supported me to carry out this project under their guidance.

I would like to thanks MR. SHISHIR KUMAR NAIK, AGM CENTRAL

MARKETING, TRLK BELPAHAR, who was kind enough to provide me
the valuable information and precious time for the project work.

I am also very much grateful l to our respected principal sir

DR. KSHIROD PRADHAN , VIKASH SCHOOL OF BUSINESS
MANAGEMENT, BARGARH who encouraged for the project and also
thankful to rest of the staff members who indulged in this project by helping me
in completing this project work.

And my special thanks to MR. R.S.V KRISHNA and Swagatika Nanda, for
giving his valuable time ,guidance and support .

Rajat kumar pradhan

Roll no-3317BBA020
BBA3rd yr

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 CONTENT PAGE NO.

CHAPTER -1
INTRODUCTION OF THE STUDY 6 -8

CHAPTER -2
COMPANY PROFILE 9 -38

CHAPTER -3
LITERATURE REVIEW 39 -46

CHAPTER -4
RESEARCH METHODOLOGY 47 - 50

CHAPTER -5
DATA ANALYSIS AND INTERPRETATION 51 -54

CHAPTER -6
FINDINGS, SUGGESTION AND 55 -57
RECOMMENDATIONS

CONCLUSION
58-59

ANNEXURE -1 BIBLIOGRAPHY
60
ANNEXURE-2 QUESTIONNAIRE

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 CHAPTER -1
INTRODUCTION

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7
INTRODUCTION OF THE STUDY:-

Business-to-business (B2B or, in some countries, BtoB) refers to a situation

where one business makes a commercial transaction with another. This typically
occurs when:

 A business is sourcing materials for their production process (e.g. a food

manufacturer purchasing salt).
 A business needs the services of another for operational reasons (e.g. a food
manufacturer employing an accountancy firm to audit their finances).
 A business re-sells goods and services produced by others (e.g.
a retailer buying the end product from the food manufacturer).
B2B is often contrasted with business-to-consumer (B2C). In B2B commerce, it
is often the case that the parties to the relationship have
comparable negotiating power, and even when they do not, each party typically
involves professional staff and legal counsel in the negotiation of terms, whereas
B2C is shaped to a far greater degree by economic implications of information
asymmetry. However, within a B2B context, large companies may have many
commercial, resource and information advantages over smaller businesses .

B2B marketing techniques rely on the same basic principles as consumer

marketing, but are executed in a unique way. While consumers choose products
based not only on price but on popularity, status, and other emotional triggers,
B2B buyers make decisions on price and profit potential alone.

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OBJECTIVE

 To study the Marketing model approaches by TRL Krosaki Refractories

Limited in B2B Market
 To analyze the Production process and products
 To study the overall Marketing process of the company

SCOPE OF THE STUDY

The scope of the study is limited to TRL Krosaki Refractories Limited. The
scope encompassed with the working section of the company which is a part of
Marketing and Production Department.

PURPOSE

TATA Improve the quality of life of the community we serve through leadership
in targeted sectors of National economic significance.

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 CHAPTER -2
Company Profile

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2.1 INTRODUCTION TO TRL KROSAKI REFACTORIES LIMITED

Refractory is a term given to a class of material which are produced from non-
metallic mineral & possess the capability to withstand heat and pressure.
Refractory materials are used to provide refractory lining in furnaces, kilns,
incinerators, and reactors. These materials have a high melting point (greater
than 1,520 degrees Celsius). Refractory materials are subjected to various
conditions such as high temperature, abrasions and chemical corrosions, slag
attacks, and chemical reactions when they are used in refractory linings. Hence,
these materials must be able to endure these conditions with less wear and tear
and high reliability. These are the products that confer the properties like high
temperature, insulation, resistance to corrosive and erosive action of hot gases,
liquids, & solid at high temperature in various kilns, furnaces, driers, gas fire &
reforms. Refractory are consumed majorly by iron and steel industries including
other non-ferrous, cement, copper, glass, aluminum, fertilizer, thermal power
plants, petrochemicals industries. These sectors are giving high thrust on
productivity, quality, cost, energy, conservation, & cleaner environment which
necessitates new generation of refractory with specific requirement.

It’s been a long journey for the Indian refractory industry since the 1st factory
line production of refractory started in Kolkata in 1874.

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Today the industry comprises over 100 established units with 11 large plant, 24
medium scale &rest in small sector. While the refractory industry in India took
off in late 19th century, the real growth came in late 1950s when the public
sector steel plants are set up & Tata steel embarked upon its expansion plan.

India’s steel industry consumes 75% of the country’s refractories output. There
are more than 100 refractories producers in India, out of which only around 14
are major manufacturers and a further 33 are medium-sized, while the rest
produce relatively small volumes of materials.

Steel plants in India consume 8-10kg of refractory per tonne of steel on average,
although the figure can be as high as 15kg per tonne, depending on the quality or
age of the steel plant.

India’s refractory minerals industry has been buffeted over the last year by the
sharp fall in the price of steel, which has been compounded by accelerated
dumping of Chinese steel products in the Indian market. The slump in the global
steel market and a surge in imported finished steel products have led to an
oversupply of refractories and refractory minerals in India. Domestic producers
also have to contend with competition from low cost raw materials, particularly
from China.

Indian refractories output saw a drop in 2013 in terms of tonnage, which was
followed by market stagnation in 2014 and slow growth in 2015, roughly
matching the pace of the steel market. With the increase of steel and metal
output during the last three years has shown a steady growth refractories sector
as well.

Nevertheless, revenues in India’s refractories sector have increased steadily over

the last six years, posting a 7% year-on-year increase in 2015 compared to 2014
and a 98.7% increase last year over levels recorded in 2009.

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This has been attributed to the expansion if India’s domestic steel production,
which has continued to grow, albeit at a decelerating rate, despite the wider
global market decline.

At present, the growth potential for India’s refractories industry is positive, but
this outlook relies on manufacturers adopting more efficient technologies and
costs coming down, particularly as specific consumption of refractories per unit
of steel produced continue to decline.

2.2 History and profile of TRL Krosaki

The growth & development of Indian refractories industry is linked with the
development of TRL Krosaki Refractories Limited. Today it has become the
leading refractories manufacturer in India meeting the demand of sophisticated
refractory for the steel, glass, cement, non-ferrous & petrochemical industries
both in India & abroad. With annual production capacity of over 4,60,000
MTPA, TRL Krosaki is an all product refractories company officering value
added products like Silica, High Alumina, Basic, Dolomite, Flow Control
Products, Monolithic, Tap hole Clay and RH Snorkel. TRL has operations in
Salem (Tamilnadu), Jamshedpur, Gujarat (Samakhiyali), Madhya Pradesh
(Jhansi) and captive mines in Chuinpalli & Talabasta in Odisha. It has a
production facility in China also.

TRL Krosaki formerly TATA REFRACTORIES LIMITED was established in

1958 at Belpahar, a small town in Jharsuguda districts of Odisha which was
promoted jointly by TATA STEEL & DIDER WERKE of Germany at a cost of
3.88 crores. In the decade of 1950, Sir Jahangir Gandhi, the Refractories in-
charge of Tata steel initiated the process which led to the establishment of a
refractory unit known as “Belpahar Refractory Limited” (BRL) at Belpahar. Tata
steel was the principal owner & there are some other business houses like Royal
Family of Jaipur joined in the establishments of the company which started
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functioning in 1958. In March 1986, the name Belpahar Refractory limited was
changed to “Tata Refractory Limited” which better reflects the promoter of the
company. In 2011, after acquisition of 51% of share of TRL by Krosaki Harima
Corporation of Japan, the name TRL was changed to TRL Krosaki Refractory
Limited. In association with Krosaki Harima Corporation, TRL Krosaki has
emerged as the 4th largest producer in the world & the largest producer in the
India. Still TATA steel has 28% of the shares in TRL Krosaki along with 10% of
the equity shares held by Steel Authority of India Limited (SAIL) the largest
steel manufacturer of India.

TRL Krosaki, a pioneer in undertaking community development & social

welfare work in the region, has identified 70 villages in Lakhanpur Block of
Jharsuguda District in Orissa as its key community. Consistent with the Group
Purpose, TRL Krosaki has launched many focused CSR initiatives in the areas
of Health & sanitation, education, self employment & entrepreneurship
development, women empowerment, Literacy & awareness, infrastructure
development & support etc. It has received TERI CSR award from the then
Honorable President of India in the year 2009 for its commendable work in
correction of cleft lips & cleft palates.

The company has launched a focused affirmative action programmed for

supporting the weaker section of the society in the field of Education,
Employability, Employment and entrepreneurship for which it is awarded with
the prestigious Tata Affirmative Action Programmed Jury Award 2014.

TRL Krosaki a green plant is the leader in environment management among

Refractories industry in India. It has implemented a number of projects for
pollution control and energy conservation,

which resulted in reduction of carbon footprint by 5% in comparison to the

previous year. TRL Krosaki has also planted around 4 lakhs of multispecies trees

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over a period of 15 years and now targeting to plant 50,000 trees each year to
develop greenery in the area. TRL Krosaki is committed to environment
excellence for the benefit of ecosystems and the society. It has received the
coveted Golden Peacock Environment Management Award for the year
2015, Indian Chamber of Commerce Environment Excellence Award 2018 and
Greentech Gold Award for Environment Management 2018.

On Safety front, TRL Krosaki has a record performance of achieving 1380+

reportable accident free days in its main works in Belpahar which is a record in
its entire history. In addition to accolades for Mines Safety and Safety Awards,
the company has got the prestigious Golden Peacock Occupational Health &
Safety Award for 2012 and 2013 twice in a row and Greentech Gold Award
for Safety Management for 2013 and 2014 twice in a row.

Important Milestones

 1927- Actual Mining Commenced

 1958- Promoted Jointly by Tata Steel & Didier Werke of Germany

 1959- Production of Basic, High Alumina & Silica Refractories

 1971-R&D facility established

 1986- Re-christened as “Tata Refractory Limited”

 1993- Established as Leading Market Position

 1994- Commissioned 30000 MTPA Dolomite Plant

 1999- ISO 9001 Certification for The Whole Plant

 2003- FORTUNE 500 Programs for Making “Young TRL”

 2004- TBEM Serious Adoption Award

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  2005- TBME Active Promotion Award

 2006- Integrated Management System Certification.

 2006- TRL China Started

 2007- Moved Up to 55-650 Band in TBEM

 2007- Starting of Gujarat Operation

 2008- MISSION 2000 program moving fast in TBEM journey. 2009-

Starting of Jhansi Operation

 2011- 2nd Prize for Innovative Training Practices

 2011- Name Changed from Tata Refractories Ltd to TRL Krosaki

Limited

 2012 - Setting up of Tap hole Clay and FCP Expansion Project at

Belpahar

 2018 – Setting up of RH Snorkel Plant at Belpahar

Global Collaborations-

TRL had agreement with number of reputed global companies for new
technology & world class products.

 Krosaki Harima Corporation, Japan

 Dolomite Werke, Germany
 Stopnic AG, Switzerland
 Monocon Refectories
Competitive position, competitors, size & growth

The present potential of global Refractories market is around Rs.1.9 lakh Crores.
(~US$ 37 billion). Present consumption is about 41 mn tonnes annually.
Refractories market is a technology driven market and dominated by 8-10
companies who have consistently pioneered new products/mechanisms in their

16
respective areas of application. That apart, the global industry is highly
fragmented with about 40 players capable of worldwide supply and close to 300
local players operating in specific geographical areas.

In the past decade, several companies have undergone a series of integrations to

gain new technical competencies and access to new geographies. This has led to
the formation of multinational conglomerates who now lead the world market:
Vesuvius plc (US$ 2.39 bn in 2012), RHI AG (US$ 2.35 bn in 2012), Magnesita
Refractories S.A. (US$ 1.23 bn in 2012), Krosaki Harima Corporation (US$
1.02 bn in 2012). With a consolidated revenue of ~ US$ 0.2 billion (FY
2012~13), TRL Krosaki barely has 0.6 % of world market share; which poses
and excellent opportunity for growth.

With association of KHC, TRL Krosaki has taken target of doubling the export
business from Rs.214 Cr. to more than 400 Cr. by FY 2017. The domestic
refractory market has a size of approx. Rs.480 Crs. and approx. 1.7 mn. tonnes
in volume. Competition in Indian market has intensified significantly with all
the major international companies planning to expand their presence here.
Despite the lack of growth over previous year, TRL Krosaki has managed to
retain its domestic leadership with 22% share. TRL Krosaki’s major competitors
and their market shares can be seen below.

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 Black Mkt.
Company Basic Dolo. HA Silica FCP Mono.
Refractories Share

TRL Krosaki Refractories Y Y Y Y Y Y 22

Calderys India Limited Y Y 10
OCL India Limited Y Y Y Y Y Y 9
RHI India Y Y Y Y 11
Orient Refractories Y Y Y 6
Vesuvius India Limited Y Y Y 11
IFGL Refractories Limited Y Y Y 6
Others 25
Market Presence of TRL Krosaki

Organizational Culture -

TRL Krosaki firmly believes that the purpose of an industrial enterprise is to

improve the quality of life of the people and community it serves. Towards this,
it creates economic, social and environmental values. The vision, strategic goals,
objectives and the behavior it demonstrates are guided by this philosophy.

TRL Krosaki is an equal opportunity employer and promotes high ethical values,
improvement orientation, agility with respect to manpower, technology and
products, learning and sharing and equal opportunity to all.

The company is articulated with its Priorities and Guiding Principles

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Priorities

1. Excellence in Performance

2. Benchmark in Technical Services

3. Improving Quality of Life

Guiding Printinciples

 Integrity

 Respect

 Excellence

 Collaboration

 Responsibility

Work Force Profile

TRL KROSAKI maintains a competent workforce by treating each employee as

the most valuable asset in the organization. For developing a world class
competent work force top management always concentrates on employee
learning, training & development, competency and mapping through HRRA,
career and succession planning. Our training man days of 10 man days/man/year
is one of the highest in the country and highest among the refractories companies
in the world.

Teamwork, learning organization, compensation, and free medical benefits are

some of the motivating factors for the employee.

Having a highest percentage of professional & well trained staff; TRL Krosaki
strives to achieve manufacture excellence through regular updating of its

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facilities and equipment’s with the state of the art technology available in the
world. This is evident from the fact that TRL Krosaki has current generation
equipment’s in all its manufacturing units.

Organizational Policies

IMS Policy-

We at TRL Krosaki Refractories Limited dedicate ourselves to Total Quality in

the management of our business and are committed to the following in respect of
quality, environment and occupational health & safety:

 Enhancing customer satisfaction on a continuous basis through

implementation of an effective Quality Management System.

 Conducting all our operations in an environmentally responsible manner

through conservation of natural resources such as raw materials, water and
energy by minimizing their waste, preventing pollution and promoting
recovery, recycling and reuse in a sustainable manner.

 Ensuring compliance with statutory regulations and applicable legal & other
requirements to which the organization subscribes.

 Protecting and promoting health and welfare of its employees through

prevention of accidents, incidents, injury, ill health and loss of property.

 Setting and reviewing objectives and targets at regular intervals.

 Enhancing awareness, knowledge and skill of employees of all categories

on relevant issues of quality, environment, occupational health and safety.

 Continual improvement, credibility, consistency and concern shall be our

guiding values.

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Safety & Health Policy-

At TRL Krosaki Refractories Limited, Safety, Health & Environment

considerations form integral part of all its activities. It endeavors to:

 Conduct all its operations in a responsible manner with due attention to

Safety, Health and Environmental aspects;

 Comply with all applicable statutory regulations and wherever possible,

exceed the standards by continual improvement;

 Ensure implementation of sound Safety & Health practices by all its

employees and all those who are required to work inside the premises;

 Provide training on Safety & Health to employees and all those who work
inside the premises to enhance knowledge and commitment;

 Implement, maintain and continuously monitor Health & Safety

management system to improve performance;

The Company shall report its Safety & Health performance in its Annual Report

HR Policy-

TRL Krosaki Refractories Limited recognizes that its employees are the core
assets to drive the Company’s progress.

 We are committed to equal opportunities for employment and growth for

all. We shall seek to attract the best available talent and enhance their
potential through a learning environment.

 We shall pursue management practices to enrich the quality of life of our

employees.

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  We shall also pursue a policy of transparency and fairness in all our
dealings with employees.

TRL Krosaki will strive continuously to foster a climate of mutual trust and
teamwork.

Anti-Sexual Harassment Initiative (ASHI) Policy

TRL Krosaki is committed to providing a place of work that is free of sexual

harassment and all forms of intimidation or exploitation of women.

The TRL Krosaki Refractories Limited shall provide healthy working

environment that enables employees to work without fear of prejudice, gender
bias, sexual harassment and all forms of intimidation or exploitation. The
Company believes that all stakeholders, irrespective of their gender, have the
right to be treated with dignity.
In continuation with our endeavor towards improved gender diversity and
inclusion along with creating a safe, fair and just workplace, we have put
together this policy called Anti Sexual Harassment Initiative (ASHI).

In accordance with this policy, a committee and detailed guidelines have been
formed to address the issue of sexual harassment of women at work place. All
women employees (permanent, temporary, contract) as well as trainees, woman
visiting our office premises or women service providers are covered under this
policy.

If you think someone has crossed a line, then refer to the guidelines on Anti
Sexual Harassment initiative and report to the Internal Complaint Committee.

CSR Policy-
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TRL Krosaki Refractories Limited is committed towards sustainable
development. It seeks to address social, environmental and economic aspects in
all its activities.
To achieve this, it strives to;

 Work with its customers to provide sustainable solutions.

 Protect the environment by preventing pollution.

 Ensure efficient use of natural resources and bring improvement wherever

practical.

 Partner with local communities for long-term mutual benefits.

 Employ shareholders’ capital effectively and efficiently.

 Comply with all applicable laws, regulations and corporate requirements.

 Provide safe and healthy working environment to all its employees.

It shall report its economic, social and environmental performance in its Annual
Report.

Information Security Management System (ISMS) Policy

The security of information and information processing assets of TRL Krosaki is

of paramount importance to its business and therefore confidentiality, integrity
and availability of these assets shall be maintained at all times through
deployment of appropriate controls and by promoting awareness amongst the
users.

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Affirmative Action Policy

TRL Krosaki Refractories Limited believes in social equity. It is committed to

undertake and support initiatives to ensure an equal footing for socially and
economically disadvantaged sections of the society in general and the Scheduled
Caste and Scheduled Tribe community in particular. Towards this, the Company
affirms that;

 It shall assist members from these communities for employment

opportunities on the basis of equal merit.

 It shall continue to support skill development programme aimed at

creating and enhancing employability amongst youth from these
communities.

 It shall encourage business entrepreneurs from these communities through

training, mentoring and by inclusion in supply chain on the basis of equal
merit, quality and cost.

 It shall continue to assist the talented youth from these communities by

increasing their access to quality education through its scholarship and
support schemes.

 The Company will report its Affirmative Action initiatives in its Annual
Report.

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Awards & Achievements

Received TERI corporate social responsibility Award 2009 from president of

India which is recognition of TRL’ Operation Khushi program through which
more than 400 patients of cleft lips and cleft palates have been operated.

 Received “golden Peacock Environment Management Award “from the

world Environment Foundation for the excellent work in the field of
environment protection.

 Received “GREENTECH ENVIRONMENT EXCELLENCE SILVER

AWARD 2003-04 from the Genentech foundation for outstanding
achievements in Environment Management.

 Received “Genentech Safety Silver Awards “in manufacturing sector for

the year 2006 from Genentech foundation.

 TRL Krosaki Refractories has received the first prize in recognition of

outstanding achievement in best practice in Leadership Development
Conferred by NHRD a, Bhubaneswar in 2011.

 Received “Golden Peacock Occupational Health & safety Awards “in

2012 for its initiative in occupational health & safety management
programs.

 Received Tata Affirmative Action Awards for the initiative taken for the
improvement of the economy status of the society in consideration with
employability, education, entrepreneurship &education.

 Received IMS 2006 award for implementing Integrated Management

System after implementing Quality Management System.

 TKRL is the 1st refractory in India to implement ERP system for all its
operation & now it is migrating the BAAN ERP system to SAP ERP
system.

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  TRL has unique Research & development Laboratory which has received
Certification of Accreditation from National Accreditation Board for
testing and calibration Laboratories in accordance with the standard
ISO/IEO 17025:2005.

 SEJ (Safety Excellence Journey) has started from 2012 for ensuring
higher safety for workers & ensuring high safety standard.

 TRL Krosaki Refractory limited has won 2nd prize among corporate
sector in competition for Innovative Training Practices in 2010-11 by
Indian Society of Training & Development.

 In 2014 Genentech safety Award. & IRMA award for highest refractories
Export.

 In 2015 it received Golden Peacock award.

 TRL Krosaki receives CII EHS Award 2017
 TRL Krosaki wins Sustainability Award from Vedanta 2017
 Genentech Silver Award for Environment Mgt. 2016
 Chuinpali Mines bags Best in Safety Award 2016
 TRL Krosaki receives Safety Innovation Award 2016
 TRL Krosaki wins DGMS Mines Safety Awards
 TRL Krosaki received CII ENCON Certificate
 State Safety Awards in three categories for the year 2015 organized by
Government of Odisha
 State Safety Awards in Best Occupational Health Care for the year 2014
organized by Government of
 Mines Safety Awards from DG Mines Safety, Bhubaneswar 2017
 TRL Krosaki gets ICC Environment Excellence Award 2018
 Chuinpali Mine wins Half Yearly Mines Safety Award of Director
General (Mines Safety), BBSR 2017
 CII Certificate of Appreciation for SHE Excellence 2017

Competitors of TRL Krosaki

 Orissa Cement Limited

 RHI Refractories

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  IFGL Refractories
 Vesuvius Refractories
Out Location Office of TRL Krosaki:
 Head Office: Kolkata
 Regd. Office& works: Belpahar, Jharsuguda, Odisha
 Operation: Jamshedpur, Salem, Jhansi
 Marketing Zonal Offices: Belpahar (Central Zone), Jamshedpur, Vizag (East
Zone), Mumbai (West zone), Delhi (North zone), and Bangalore (South
zone).
 International Business: Kolkata, Dubai (UAE) and Skuthorpe (UK)

Product profile:

TRL KROSAKI has 6 different manufacturing departments like:

1) BASIC
 This department is well equipped with modern facilities for
manufacturing of wide range of normal magnesia.
 Iron & shell resistant magnesia brick for glass industry & other
special application in the steel industry.
 This plant produce 95% Mgo burnt magnesite bricks with & without
tar impregnation for KORE/OHF Including KORF Tuner Blocks

2) HIGH ALUMINA:

In this department fire clay & alumina bricks are made with alumina contents of
up to 98%. The high alumina bricks are made application in steel ladles,
regenerates of coke, chemical & nonferrous industries

27
3) SILICA PLANT

 Normal silica is produce for general purpose, coke over silica & super duty
silica for glass & industries, silica checkers & for coke oven.

4) MONOLITHICS:

 The plant manufactures ramming masses castles gunning compounds, top

hole & nozzle, filling masses & other Varity of products like LCC, ULCC
blocks, fireclay…etc.

5) FCP:

 In this unit refractories for special application like slide gate, continuous
costing & secondary steelmaking such as porous glass nozzles & stopper
heads are manufactured here.

6) DOLOMITE:

 This plant manufactures pitch, resin bonded dolomite & mag dolo
refractory, and burnt dolomite for stainless steel & cement industry.

Raw Materials:

Refractories are mineral based industrial products & their raw material includes
both natural occurring & synthetically prepared material.

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Source of the raw materials are:

RAW MATERIALS SOURCES

Chrome Ore Sukinda, Jaipur(Odisha)

Quartize Munger (Bihar)

Plastic & china clay Jharsuguda & Sambalpur

Fire clay Jharsuguda & Cuttack

Sambalpur clay Sambalpur

Dextrin Rajganpur

Abrasive grains Porbandar (Gujarat)

Sulphit lime Kolkata (WB)

Magnesia DBM Salem (Tamilnadu) & Almora (MP)

Coal MCL, IB VALLY

SWOT ANALYSIS FOR TATA KROSAKI REFRACTORIES

LIMITED, BELPAHAR (ODISHA)
STRENGTH:

 Innovation. The TRLK is a world leader in producing value added

refractories products manufactured by flexible and innovative tools and
techniques.
 High-quality producers. The TRLK remains a major player in the high
value, high-quality end of the markets.
 Design and branding. In some subsectors, TRLK firms brand and sell
high value unique designs; in some cases exploit country of orign

29
 marking. Tata brand image and code of conduct. Implementation of TQM
(Total Quality Management) and ERP System (BAAN).
 Fast response. Industries can respond quickly to changing market
demand and new opportunities as TRLK provide “Refractories Solution”.
 New technology in production process. The use of automation
technology and environmental technologies are widespread in
refractories product manufacturing. Technical collaboration with global
alliances and Set up high tech machinery ( For Ex: Scami for Pressing of
Products)
 Knowledge clusters. The clustering of industries in the sector fuels
product and process innovations and increases competitiveness.

WEAKNESS:
 Low production flexibility. The demand in the refractory sub-sector and
in the brick and monolithic products sub-sector is subject to changes in
demand and there is only little flexibility in the utilization of capacity.
 IPR – Protection of property rights and instigating legal proceedings
against cheap “copies” is difficult and expensive for SMEs in some sub-
sectors.
 Image. Low ability to attract skilled employees. Attracting technically
competent employees is a problem.
 Mature production process. The refractories production process is at a
mature stage and close to its limits, whereas the ability to improve
efficiency and reduce CO2 emission further in the short term is limited.
 High entry barriers for new companies due to high set-up costs,
economies of scale and tied distribution channels may hinder innovation.

 High sunk-costs due to capital-intensive production facilities may hinder

a shift in production from low-price to high-price products.
 Weight of the product. The high weight of some sub-sector products
increases products cost and reduces access to customers.
 Difficult to install. Tap hole clay are more difficult to install than other
product such as dolomite bricks.

OPPURTUNITIES:
 Mergers and acquisitions. The firms in the refractories sector can merge
to achieve economies of scale.
 Specialization. Specialization in selling high value-added refractories
product suits the capabilities of many industries.
 Access to new markets. New markets are emerging in growing
economies and firms must position themselves to exploit opportunities.

30
  Brand and loyalty. Being closer to the customers (geographical location
nearer customers – for instance retailers)
 Getting closer to customers. Getting closer to customers by using the
Internet.
 Improvement of services. Just-in-time and time-to-market are important
especially in the b2b markets.
 Developing cleaner technology. There might be a scope for developing
cleaner technologies in the refractories sector.
 Labeling and communicating advantages. Certifications, origin
marking, and eco-labeling are opportunities for communicating
advantages

THREATS:
 Global Challenge: large refractory manufacturing such as RHI for new
target Indian refractories market
 Business Challenge: existence of large number of small industries
 Refractories in unorganizational sector operating at 40-50% capacity
utilization
 Customer: customer of refractories product generally belongs to large
industrial organization therefore have strong negotiation position
 Suppliers: in highly competitive environment and ever increasing
customer expectation key challenge is to meet the need of continuous cost
reduction demand through efficient supply chain management .
 Low-cost competition. Sharp rise in the import volume of low-cost
product from emerging economies – particularly in product tableware.
 Volatile demand. Dependency on demands in other markets such as
construction and for steel.
 Increasing prices on energy.
 Raw materials.
 Environmental and Health and Safety regulation. High levels of TKRL
environmental regulation and emission control create a competitiveness
challenge to other countries where environmental legislation is less strict
but primarily increases cost. intrinsic nature of raw material and manner
of their processing result in air pollution, high dust content water
contamination
 IPR. Intellectual property rights are infringed for fine refractories sub-
sectors.
 Substitution. In the long term, substitute materials and the relatively high
dependency on the construction and renovation sectors may challenge the
competitive position.
31
 Trade barriers. The TKRL faces high import duties into many export
markets. Non-tariff barriers are also increasingly important.
 Dwindling workforce. A dwindling workforce can be a threat to the
sector if not enough people can be recruited.

32
 CHAPTER - 3

LITERATURE REVIEW

33
LITERATURE REVIEW

Marketing is the management process through which goods and services move
from concept to the customer. It includes the coordination of four elements
called the 4 P's of marketing:

(1) Identification, selection and development of products

(2) Determination of its price

(3) Selection of a distribution channel to reach the customer's place, and

(4) Developing and implementation of a promotional strategy

The complete marketing is based on thinking about the business in terms of

customer needs and their satisfaction.

Marketing differs from selling because "Selling concerns itself with the tricks
and techniques of getting people to exchange their cash for your product. It is
not concerned with the values that the exchange is all about. And it does not, as
marketing invariable does, view the entire business process as consisting of a
tightly integrated effort to discover, create, arouse and satisfy customer needs."

Marketing has less to do with getting customers to pay for your products as it
does developing a demand for that product and fulfilling the customer’s needs.

WHAT IS B2B MARKETING?

B2B (Business to business) is a fundamentally differentiate from consumer

goods or services marketing. Here the buyers are institutions or organizations
rather than individuals. Unlikely consumer markets, where goods and services
are bought and consumed individually, here business houses or organizations,
undertake the act of purchase. Unlike individual perceptions, here the perception
of a group of users and a few influencers (who are the people in the top
management) of the buying organization make the buying decision.

For larger than the consumer market, the business market comprises many types
and sizes of organization. Each organization interacts with a selection of others
and forms relationships of varying signification and duration.

TRL Krosaki is presently the largest producer of refractories in India, with a

product range comprising High Alumina Refractories, Basic Refractories,
Dolomite Refractories, Silica Refractories,

34
Flow Control Products and Monolithic for standard and specialized applications
for the Steel, Cement and Glass, Non-ferrous and Petro-chemical industries both
in India and abroad.
TRL Krosaki is the only Refractories Company in India which manufactures and
sells a wide range of sophisticated refractories products. TRL Krosaki’s market
share in India is around 22%.
TRL Krosaki exports its products to various countries. Around 14% of the
annual turnover comes from Exports. The Company has been accorded the
status of an Export House by the Government of India.

Business marketing-It is the sale and purchase of goods and services between
two businesses

35
The process of Business to Business Marketing (B2B) in TRLK

No client would like to invest in your brand unless and until it stands apart from
the rest. Your products and services must stand apart from the rest to be an
instant hit among clients. No amount of convincing helps in business marketing.
Be very sure about your brand. You yourself need to believe in your brand for
others to believe in the same.

Give something of value to your client

TRLk makes nice presentation of its offerings products. It uses some brochures,
pamphlets; write-ups printed which can be circulated among the clients. It clears
Understand how the products and services would benefit to its clients. TRLK
always think of innovative ways to make its brand popular and which is easily
acceptable.

Tata always Choose the right mode of communication. They carefully prepare
the client list and make sure that client list has the basic columns like name of
the concerned person, designation, office address, contact number, email id and
so on. They add remarks column as well for you to write comments after every
meeting or discussion and try to browse the websites of your potential clients
which help the organization during meetings as well.

They call up the client and try to seek an appointment for a meeting. Before
going for the meeting, they also send information about your organization and
products through email for the client to go through it once. They never send
general emails and address the client by his/her name. Once they send an email,
call up the client and find out whether he/she has received the mail or not?

In charge always go well prepared for the meeting and take all necessary
documents along with him. Because the client can ask them anything; after all
they would be investing in your products. They can’t complain on it to maintain
a good relationship they learn to be a good and patient listener.

Being rigid does not work in business to business marketing. One needs to be
flexible to some extent. They remember that client is king and you just can’t
annoy him if you really wish to survive in the trade.

36
They are well prompt in the actions. They don’t keep on waiting for approvals
from higher authorities or mails from other departments.

Marketing department call them immediately and get things done at the earliest.
There is no dearth of other organizations for their client.

TRLK always provide the best price to its client. If needed they immediately
take approvals from the reporting boss and try to close the deal as soon as
possible.
Organization never forgets its client once the deal is closed. They Call him or
visit him once in a while as they will always be loyal to you. It will help the
organization attract new clients.

B2B MARKET approach of TRL Krosaki

1. Technical approach:
The technical approach is the direction and scope developed for the project in
order to assess the emissions from the site. There are a number of products
which are in demand of the industries like Dolomite products, Basics
Products, and High Alumina Productsand generally it is required in day to
day basic but there are some products which are very critical to sell in normal
market basic like Tap hole clay product and trap castables so TKRL used to
create a good relationship with the Industries. This word is done at the top level
management which can be solved by the board member of the committee and
uses the top level management to create good relationship with the top level
management of the customers industries which make easy to sell the products in
the market in general marketing basic.

There are some salient features:

 Longest silica tunnel kiln in Asia-180 meter long

 Fully automated and state-of-the-art monolithics plant having backward
integration with a binder plant
 High capacity, microprocessor controlled SACMI presses
 High capacity inclinedmixer machines
 FIFO system aided by latest logistics for smooth and speedy dispatch
 Sophisticated pollution control equipment
2. Service approach: Tata Krosaki has a good reputation in providing products
and service to its customer. Tata always pay values to its ethics.

37
 3. The willing products of industries are developed under R & D department and
being tested by quality department before the bulk production of the products
(bricks). When some industries are in need of service TKRL design a package
for them including product, delivery mechanism, installing the products and
service.
There are two cost effective comprehensive packages from TKRL:

a) Total refractories solution

 Study of operating condition
 Selection of suitable refractories
 Designing refractories lining system with the latest software version in
AUTOCAD
 Manufacture and supply of refractories
 Lining installation
 Heat up and commissioning service/guideline
 Expert supervision services

b) Total refractories management

 Total turnkey solution
 Technical expertise in ladle, EAF, converter, twin earth furnace, tundish,
slide gate management etc.
 Condition monitoring and supervision
 Upgrading existing lining design for better performance
 Annual maintenance contract
 For these all services TRLK makes packages of these services and
offered to its customer and gives value to their end and makes satisfy its
customer. It’s also discount his customer who buys the product in a
package and maintenance in an annual basis.

TRLK always give priority to its values:

 Customer delight
 Leadership by example
 Integrity & Transparency
 Fairness
 Furthering excellence
4. Targeting approach: TRLK selects its preferred approach to target
marketing which have four differing approaches.

38
 Undifferentiated marketing

Customized marketing Target market approaches Differentiated marketing

Focused/concentrated marketing

A. Undifferentiated approach
there is no delineation between market segment, and instead, the market with
one marketing strategy for the entire market. Although it is very expensive, this
approach is select in market where there is limited market segmentation
differentiation.
B. Differentiated targeting approach:
there is several market segmentation to target, each being attractive to the
marketing organization. There is a disadvantages of this approach is the loss of
economics of scale due to resources required to meet the need of many market
segments.
C. Concentrated or niche marketing strategy:
this approach is generally adopted by TKRL that either has limited resources to
fund their marketing strategy, or adopt a very exclusive strategy in the market.
D. Customized targeting strategy:
here TKRL develop marketing strategy for each customer, as opposed to each
market segment. This approach is generally predominates in B2B (business to
business) market.

5. Increasing reach approach:

TKRL always tries to reach at the depth of the customer needs. While there is
an requirement of product in an plant the marketing team with the technical
assistance reach to the client within a short period of time.
It has a broad marketing network to reach the customer at the end level.
Tata Krosaki refractories have it Regd. Office & work at Belpahar, Odisha
operation and marketing division has a marketing zonal office in different

39
 location all over the India. There is also a technical service division for the
assistance of the customer for their satisfaction and for International business it
has office in different location in different countries which is operated from
Kolkata head office.

6. Cost reduction approach: As there is less competitor in refractories market

TKRL stands as the best supplier of refractories products. But there are some
competitors who are manufacturing the substitute product of refractories so,
TKRL is facing some problem in dealing a product. As he has to reduce the cost
in product, delivery mechanism and packaging process.

Regarding this all problem the organization work on the contract basic to
supply its goods and services to the industries. In long term deals TKRL
used to reduce the price as the work is maintain for a long term period.

7. Reduction in time approach: While TKRL is having a well man power and
fully automatic machinery and tool it can produce an order in a short span of
time which satisfy clients and supplies the product in time. In case of urgency
TKRL also help the client to sort out their problem in a lack span of time.
As TKRL is having its zonal office in all major cities in India and Abroad the
technical assistance team and marketing team easily reach to client in case of
urgency to sort out the problem. It helps the client to make it work easier.
TKRL provide a well satisfaction to its client.
As TKRL production plant is connected with well railway facility, and other
mode of communication the organization get more benefits to reach the
customer and deliver the product in time. This makes a great satisfaction to its
customer. For the facilities provided by TKRL it stands as a good position in
refractories market.

40
 CHAPTER -4
RESEARCH METHODOLOGY

41
Objectives of the study :
 To analyses the market potential of TRLK .

 To know about the B2B marketing of TRLK .

 To know about the satisfaction level of costumers towards the B2B

marketing of TRLK.

Sources of data collection:-

Data collection for the study through both primary and secondary sources.

 Primary Data
 Secondary Data

Primary data :-

Primary data can be collected through questionnaire .

Secondary Data:-

Secondary data can be collected through various books ,journals, company

reports, websites .

Sampling Size:- 80

Sampling technique :- Random sampling

Statistical tools used:- Pie chart, percentage.

42
 CHAPTER -5
DATA ANALYSIS
AND
INTERPRETATION

43
Q 1. How many power, steel and DRI project are present in Odisha ?

Sl. no No. of power plant No. of steel plant No. of

DRI/Sponge
iron
01 51 9 107

Projects
Power Plant Steel Plant DRI/Sponge Iron

31%

64%
5%

44
 Q 2. How many plants are in planning and implementing stage?

Current Status Power Plant Steel Plant DRI/Sponge

Iron
Planning 34 3 0

Implementing 16 6 107

Total 51 9 107

120

100

80

60
Implementing
40 Planning

20

0
Power Plant Steel Plant DRI/Sponge
Iron

45
Q 3. On an overall basis, how satisfied are you with TRL KROSAKI ?
RESPONSE NO. OF RESPONDENTS PERCENTAGE
Satisfied 7 8.75%
Fully satisfied 68 85%
Neutral 3 3.75%
Dissatisfied 2 2.50%
Total 80 100%

Dissatisfied, 2.50%
Neutral, 3.75% Satisfied, 8.75%

Fully satisfied, 85%

Interpretation:-
From the above table we can find that 85% costumers are fully
satisfied with the TRL KROSAKI, 8.75% customers are satisfied, only
3.75% are neutral However 2.50% are dissatisfied.

46
Q 4. Are you satisfied with the procedure we use for providing price quotes
?

RESPONSE NO. OF PERCENTAGE

RESPONDENTS
Yes 60 75%
No 20 25%
Total 80 100%

yes No

25%

75%

Interaction

The above diagram shows that 75% of the costumer are satisfied with the
procedure of price quotes, where as 25% of the customers are not satisfied.

47
Q 5.How satisfied are you with our credit and payment process ?

RESPONSE NO. OF RESPONDENTS PERCENTAGE

Highly satisfied 58 72.50%

Satisfied 15 18.75%
Highly dissatisfied 2 2.50%
Dissatisfied 5 6.25%
Total 80 100%

Highly dissatisfied, Dissatisfied, 6.25%

2.50%

Satisfied, 18.75%

Highly Satisfied,
72.50%

Interpretation

From the above table we can find that 72.50% of respondents are fully satisfied,
18.75% respondents are satisfied, only 2.50% of respondents are highly
dissatisfied, Where as 6.25% of the customers are dissatisfied with the cedit and
payment process.

48
Q 6. Is our company effort to meet your communication needs ?

RESPONSE NO. OF RESPONDENTS PERCENTAGE

Yes 56 70%
NO 24 30%
Total 80 100%

Yes No

30%

70%

Interpretation

From the above table 70% of the consumer says TRLK efforts to meets their
communication needs where as 30% says TRLK doesn’t efforts to meet their
communication needs.

49
Q 7. How do you rate the facts and figure we provide to describe our products
and services ?

RESPONSE NO. OF RESPONDENTS PERCENTAGE

Satisfactory 64 80%
Average 10 12.5%
Dissatisfactory 6 7.5%
Total 80 100%

Dissatisfied, 7.50%

Average,
12.50%

Satisfactory, 80%

Interpretation

From the above table it is clear that more then half of the respondents are satisfy
with the facts and figure we provide to describe our products Where as 12.5%
are average and only 7.5% of the customers are dissatisfied .

50
Q 8. Are you satisfied with the overall performance of our sale representatives?

RESPONSE NO. OF RESPONDENTS PERCENTAGE

Yes 72 90%
NO 8 10%
Total 80 100%

Yes No

10%

90%

Interpretation

From the above table we know that 90% of the customers are satisfied with the
overall performance of the sales representatives, and the rest 10% of consumers
are not satisfied.

51
Q 9. How much time does it take for delivery after ordering ?

RESPONSE NO. OF PERCENTAGE

RESPONDENTS
1-2 days 45 56.25%
2-4 days 20 25%
4-6 days 8 10%
More than 7days 7 8.75%
Total 80 100%

more than 7 days,

8.75%

4-6 days, 10%

2-4 days, 25%

1-2 days, 56.25%

Interpretation

From the above table we can find that more than half of the customers says
products are delivered in 1-2 days, where as 25% says their products will be
delivered in 2-4 days ,10% says product will be delivered in 4-6 days and the
rest customers says products will be delivered in more than 7 days.

52
Q 10. Are you satisfied with the quality of products ?

RESPONSE NO. OF RESPONDENTS PERCENTAGE

Yes 72 90%
No 8 10%
Total 80 100%

Yes NO

10%

90%

Interpretation

From the above table 90% of the customers are satisfied with the quality of
products, where as 10% of the consumers are not satisfied with the quality of
products .

53
Q11.How is the billings and invoicing of our company ?

RESPONSE NO. OF RESPONDENTS PERCENTAGE

Accurate 69 86.25%
Neutral 11 13.75%
Not Accurate 0 0
Total 80 100%

Not ACCURATE, 0%

Neutral, 13.75%

Acurate, 86.25%

Interpretation

From the above table we can find that 86.25% of the consumers says the billings
and invoice are Accurate ,13.75% says billings and invoice are Neutral .

54
Q12.What is your level of satisfaction with our company as a business partner ?

RESPONSE NO. OF RESPONDENTS PERCENTAGE

Highly Satisfied 62 77.50%

Satisfied 12 15%
Highly Dissatisfied 2 2.50%
Dissatisfied 4 5%
Total 80 100%

Dissatisfied, 5%
Highly dissaisfied,
2.50%

Satisfied, 15%

Highly saisfied,
77.50%

Interpretation:-

According to the analysis it is observed that 77.50% customers are Highly

satisfied,15% of the customers are satisfied, only 2.50% of the customers are
Highly dissatisfied, however 5% of customers are dissatisfied with our company
as a business partner.

55
Q 13. Are you satisfied with the responsiveness of our people ?

RESPONSE NO. OF RESPONDENTS PERCENTAGE

Yes 55 68.75%
No 25 31.25%
Total 80 100%

No, 31.25%

Yes, 68.75%

Interpretation:-

The above diagram interprets that out of 80 customers, 68.75% of the customers
were satisfied and the 31.25% of the customers were unsatisfied with the
responsiveness of our people .

56
Q14. How satisfied are you with our product packaging ?

RESPONSE NO. OF RESPONDENTS PERCENTAGE

Satisfied 56 70%
Highly Satisfied 16 20%
Dissatisfied 6 7.50%
Highly Dissatisfied 2 2.50%
Total 80 100%

Highly disSatisfied,
2.50%
Dissatisfied, 7.50%

Highly Satisfied,
20%

Satisfied, 70%

Interpretation:-

From the above table , it is observed that out of 80 customers 70% of customers
are satisfied, where as 20% of the consumers are highly satisfied, 7.50% of
customers are dissatisfied, and 2.50% of customers are highly dissatisfied with
the packaging of product.

57
Q 15.How do you rate your interaction with our management ?

RESPONSE NO. OF RESPONDENTS PERCENTAGE

Good 57 71.25%
Very good 20 25%
Poor 3 3.75%
Very poor 0 0
Total 80 100%

Very poor, 0%
poor, 3.75%

Very good, 25%

Good, 71.25%

Interaction:-

According to the analysis it s observed that out of 80 customers 71.25% of the

customers were rate as good ,25% of the customers were rate as very good, only
3.75% of the customer were rate as very poor while interacting with our
management.

58
 CHAPTER -6
FINDINGS,SUGGESTIONS AND
CONCLUSION

59
FINDINGS :
 Most of the respondents are satisfied with the TRL KROSAKI.
 75% of the costumer are satisfied with the procedure of price quotes.
 Least of the customers are highly dissatisfied with the credit and payment
process .
 It is observed that people are satisfied with the facts and figures that the
company used to described their product.
 About 90% customers were satisfied with the overall performance of sales
representatives .
 The customers of TRL KROSAKI were satisfied with the time of
delivery. Mostly products are delivered with in 1-2 days.
 13.75% of the customers says billing and invoice are not perfectly
accurate .
 It is observed that most of the customers are interested to work as a
business Partner.
 Least of the customer are not satisfied with the responsiveness of TRLK
people.
 It is found that that TRLK provides right information to the customer
about the design, quality of the product.
 About 2.50% of the customers are highly dissatisfied with the product
packaging.

60
SUGGESTIONS:-

 Maintaining the relationship among the customers and company is most

important aspects .
 Price quotes are slightly dissatisfied by the consumer so if the price quotes
are fair and adequate then the customers are fully satisfied .
 The facts and figure about the products are properly presented by the
sales man but the salesman should describe the product in such a way
that the consumer feel highly satisfied.
 Some of the consumers are highly dissatisfied with the credit and payment
process, if the Organization timely give payment then the consumers are
satisfied .
 Out of 80 people 13.75% customers are not satisfied with the billing and
invoice, so they must arranged the bill correctly so that they will be
happy.
 Products of TRLK are slightly expensive and the organization should
also make products for middle range customers.

61
CONCLUSION
From the above study we know that the current scenario demands easy and quick
services of products providing to the customers . So that organization can adopt
such techniques like online marketing , E-Marketing , E- commerce.
E-commerce consists of B2B,B2C,C2B,C2C . After a field works on the
production process and product details in Tata Krosaki - a technology driven
organization, besides having one of the most well equipped plants, TRLK boast
of a world standard R & D facility. Equipped with state-of-the-art equipment and
testing facility. To enhance its competitive edge through innovation and
improvements, the company is pursuing a focused R&D strategy. Research
efforts are also structure towards ensuring cost optimization and environmental
protections.B2B marketing techniques rely on the same basic principles as
consumer marketing, but are executed in a unique way. While consumers choose
products based not only on price but on popularity, status, and other emotional
triggers, B2B buyers make decisions on price and profit potential alone.
The new technology from KCH has further strengthening product line as well as
the complete marketing process. The investment under Mission-2000 lead to
overall improvement in plant operation particularly in the sphere of efficiency,
quality, yield, productivity and at the same time will reduce energy cost thereby
giving the company a competitive edge in global market.

62
 ANNEXTURE -1
BIBLIOGRAPHY
 BOOKS & JOURNALS

o Marketing Asian Edition (Oxford Press)

o Tata Krosaki product booklet (2008 edition)
o IRMA Journals
o TATAREF NEWS Journals
o The Customer rule (Lee Cocker all)

 Web site:
o www.google.com
o www.trlkrosaki.com
o www.wikipedia.com

63
 ANNEXTURE -2
NAME-
DESIGNATION-
AGE-
QUESTIONNAIRE

Q 1. On an overall basis, how satisfied are you with TRL KROSAKI ?

A. Satisfied B.Fully satified

C .Neutral D.Dissatisfied

Q2 .Are you satisfied with the procedure we use for providing price quotes
?

A.Yes

B.No

Q3 . How satisfied are you with our credit and payment process ?

A.Satisfied B.Highly satisfied

C.Dissatisfied D.Highly dissatisfied

Q4. Is our company effort to meet your communication needs ?

A. Yes
B. No

Q5. How do you rate the facts and figure we provide to describe our
products and services ?

A.Satisfactory B.Neutral

Dissatisfactory

Q6.Are you satisfied with the overall performance of our sale

representatives?

A.Yes B.NO

64
Q7. How much time does it take for delivery after ordering ?

A.1-2 days B.2-4 days

C.4-6days D.7 days more

Q8. Are you satisfied with the quality of products ?

A.Yes

B.No

Q9. How is the billings and invoicing of our company ?

A.Accurate B.Not accurate

C.Neutral

Q10.What is your level of satisfaction with our company as a business

partner ?

A .Highly satisfied B. satisfied

C. Highly dissatisfied D .Dissatisfied

Q 11. Are you satisfied with the responsiveness of our people ?

A. Yes

B.No

Q12. How satisfied are you with our product packaging ?

A .Highly satisfied B. satisfied

C. Highly dissatisfied D. Dissatisfied

Q 13.How do you rate your interaction with our management ?

A. Good B. very good

C. poor D. very poor

65