12-06-2013, 04:51 PM
CUSTOMER SATISFACTION AND SALES PROMOTION DONE FOR GODAVARI FERTILIZERS AND CHEMICLAS LTD
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Executive Synopsis
Company profile
The Godavari Fertilizers and chemicals limited was started on 17/12/1981 with its registered office at kakinada. The company became public limited in 1984. Initial outlay of this company is 114/-crores. Actual production was started in 1988 and the production capacity is 3lakhmts. Per annum.
GFCL is a public limited company in the joint sector promoted by the Govt. Of Andhra Pradesh. The manufacturing activity is carried out at Kakinada. plant where DAP,20:20:0,Bio-Fertilizers and pesticides are formulated. The company has a storage at Vishakhapatnam port for receipt & storage of Ammonia and Phosphoric acid. Raw materials received at Vishakhapatnam storage terminal are transported to kakinada. Plant
Need For The Study
Organizations having better competitive environment with satisfaction of customer and they are attracting the customer with some effective sales promotions .But some Organization needs evaluate the purpose, utility and effectiveness of customer satisfaction. They are fails to evaluate these customer satisfactions. So these study has been undertaken to asses the customer satisfaction in` the Organization.
Scope Of The Study
Opinions of consumers about the GFCL. Therefore by receiving the users feed back for the marketing aspects of GFCL. The Study program was conducted with the help of questionnaire and personal interview. The present study focuses on customer Satisfaction and sales promotion over the GFCL.
INDUSTRIAL PROFILE
Fertilizers
Fertilizers are compounds given to plants with the intention of promoting growth; they are usually applied either via the soil, for uptake by plant roots, or by foliar spraying, for uptake through leaves. Fertilizers can be organic (composed of organic matter, i.e. carbon based), or inorganic (containing simple, inorganic chemicals). They can be naturally-occurring compounds such as peat or mineral deposits, or manufactured through natural processes (such as composting) or chemical processes (such as the Haber process).
Fertilizers typically provide, in varying proportions, the three major plant nutrients (nitrogen, phosphorus, and potassium), the secondary plant nutrients (calcium, sulfur, magnesium), and sometimes trace elements (or micronutrients) with a role in plant nutrition: boron, manganese, iron, zinc, copper and molybdenum.
Synthesized materials are also called artificial fertilizers, and may be described as straight, where the product predominantly contains the three primary ingredients of nitrogen (N), phosphorus (P) and potassium/potash (K), often described as NPK fertilizers. They are named or labelled according to the content of these three elements, thus a 5-10-5 fertilizer would have 10 percent phosphate in its ingredients. If nitrogen is the main element, they are often described as nitrogen fertilizers.
FUTURE FOCUS OF FERTILIZER INDUSTRY
The production and consumption of fertilizers depend on different factors, the weather conditions, the affordability at the farmer, anticipated increase in the food gain production ,imports, the extent of price support extended by the Govt. of India.
The Govt. of India have projected, a consumption level of 207.5kg per hectare during the year 2011-2012 under the ninth five year plan. Since the consumption level of fertilizers is linked to the anticipated increase in the food grain production of 337 million tones.
The future scope for the fertilizer industry is considered bright with GFCL acquiring ability to produce low analysis fertilizers like 20:20:0,17:17:17,14:35:14 etc.
Bio-Fertilizers
Bio-fertilizers unit commissioned in 1992 is supplementing Chemical nutrients with eco-friendly Bio-fertiliser. GFCL manufactured eco-friendly Bio0fertilizer of "Rizobium culture","Azospirallum" and Phosphate solublising bacteria for wide varity of crops viz., Cereals, Pulses and Oil Seeds in its plant at Kakinada.
. R&D was conducted on many strains of Bacteria suitable for different crops for purposes of Bio-fertiliser production for Rice, Groundnut, Soya bean, Sugarcane, Wheat, cotton, sunflower etc.
MARKETING :
According to PETER DRUCKER," Marketing is so basic that it cannot be considered as separate function. It is the whole business seen from the point of view, the customer point of business success is not determined by the producers but by the customers".
The definition of marketing management as approved by the American Marketing association in 1985 is 'Marketing Management is the process of planning and executing the conception, pricing, promotion and distribution of goods, services and ideas to create exchange with target group that satisfy customer and organizational objectives'.
The definition recognizes that the marketing management is a process involving analysis, planning implementation and control, that it covers goods, services and ideas; that it rests in the nation of exchange; and that the good is to produce satisfaction for the parties involved.
CUSTOMER SATISFACTION:
The buyer forms a judgment of volume and acts as whether the buyer is satisfied after purchase depends upon the offer's performance in relation to the buyer's expectations. According to PHILIP KOTLER, the definition of customer satisfaction is 'the level of a person's felt state resulting from comparing a product's perceived performance (or outcome) in relation to the person's expectations.
Thus the satisfaction level is a function of the difference between perceived performance and expectations. A customer could experience of three broad levels of satisfaction. If the performance falls short or expectations, the customer is dissatisfied. If the performance matches the expectations, the customer is satisfied.
Companies are aiming high because who are satisfied will still find it easy to switch suppliers when a better comes along. The fact is that high satisfaction of delight creates an emotional affinity with the brand not just a rational preference, and creates high customer loyalty.
Descriptive Research Design:
Descriptive Research Design is also called as ‘Explanatory Research design . This is the one that simple describes something such as demographic characteristics of consumers who is the use the procedure the descriptive study is typically conserved with determining frequently something occurs or how to variables vary together. This study is typically guided by initial hypothesis.
POPULATION:
The universe population is a specific group of people firms and condition activities etc., which from the pivotal point or research project. For developing and using a sample in the survey the researcher has used all customers who were purchasing GFCL product in and around Kakinada District were considered on the population in this study.