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 cterlite Industries (India) ltd. (SIIL), an ancillary of Vedanta Resources.

Sterlite Industries (India) Limited operates as a non-ferrous metals and mining company in India

and internationally. The company engages in copper smelting and refining, and sulphuric acid

and phosphoric acid production operations. It offers copper cathodes for use in the manufacture

of copper rods to the wire and cable industry, and for making alloys, such as brass, bronze, and

alloy steel with applications in defense and construction, as well as copper tubes for consumer

durable goods; copper rods that are primarily used in power and communication cables,

transformers, and magnet wires; sulphuric and phosphoric acid to fertilizer manufacturers and

other industries; and other by-products, such as gypsum and anode slimes to third parties. The

company also produces and sells zinc ingots to steel producers for galvanizing steel, as well as to

alloy, dry cell battery, die casting, and chemical manufacturers; lead ingots primarily to battery

and chemical manufacturers; and silver ingots primarily to industrial users of silver.In addition,

it produces primary aluminum in the form of ingots and wire rods that are used for aluminum

castings and the fabrication in the construction and transportation industries, as well as in various

electrical applications; rolled products, including coils and sheets for the aluminum foil

manufacturing, printing, transportation, consumer durables, building and architecture, electrical

and communications, packaging, and general engineering industries; and Vanadium sludge, a by-

product of the alumina refining process and is primarily used in the manufacture of vanadium-

based ferrous alloys. The company is based in Mumbai, India. Sterlite Industries (India) Limited

operates as a subsidiary of Twin Star Holdings Limited.

 This project was taken up with the objects to quantify the
current satisfaction level of the customer industries B-2-B marketing procedures of SIIL Copper

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business, to identify the factors that may improve the satisfaction level of the customer and to

formulate long/short term plans to boost the copper business of the company. Response of the

customer was obtained though a customer satisfaction questionnaire. The survey was based on

nine criteria for evaluation that included presales and order process, product performance,

complaint handling ,delivery, packaging, billing and accounts, pricing, overall perception about

suppliers and Esalemate. Responses were quantified on the basis of marks scored and were

categorized as very satisfied, satisfied ,somewhat satisfied, dissatisfied, somewhat dissatisfied

,very dissatisfied, Neutral neither satisfied nor dissatisfied . Overall rating of the company was

77.7% which is in delight range.

Analysis reveals that the presale and order processing and product performance attributes

emerged the most satisfactory i.e.,(87.7%) Delivery and packaging attributes stands at (75.4%).

pricing and billing and a/c attribute stands at (70.7%) complaints handling and E-salesmate

attribute stands at (65.2%) were found to be comparatively weaker areas which need to be

improved.

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Vedanta is India's largest non-ferrous metals and mining company and are one of the fastest

growing private sector companies.

Vedanta is listed on the BSE and NSE in India and are the First Indian Metals & Mining

Company to list on the New York Stock Exchange.

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Vedanta is India's largest non-ferrous metals and mining company based on net sales and

market capitalization. In India, one of the fastest growing markets in the world, Vedanta have

three primary businesses:

 

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Vedanta, an over US $ 8.2 billion, Vedanta Resources plc (µVedanta¶) is a London listed

FTSE 100 diversified metals and mining major. The group produces aluminum, copper, zinc,

lead and iron ore and also commercial energy. Vedanta has operations in India, Zambia and

Australia and a strong organic growth pipeline of projects. With an empowered talent pool of

30,000 employees globally, Vedanta places strong emphasis on partnering with all its

stakeholders based on the core values of entrepreneurship, excellence, trust, inclusiveness and

growth.

Chairman ± Mr. Anil Agarwal

Deputy Chairman ± Mr. Navin Agarwal
Chief Executive Officer ± Mr. Kuldeep Kumar Kaura
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‡ Hindustan Zinc Limited (HZL)

‡ Sterlite Industries (India) Ltd (SIIL)

‡ Bharat Aluminium Company Ltd (BALCO)

‡ The Madras Aluminium Company Ltd (MALCO)

‡ Vedanta Aluminium Ltd. (VAL) Lanjigarh

‡ Sesa Goa Limited

‡ Sterlite Energy Limite

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J| Copper Mines of Tasmania, Tasmania

J| Konkola Copper Mines, Zambia

J| Sterlite Group has also strong presence in Optical cables business throughSterlite Optical

Technologies Ltd. (a non Vedanta Company).

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To be the world¶s leading copper producer delivering sustainable value to all

stakeholders by leveraging technology and best practices.

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To build a knowledge and process driven organization through TPM

To create sustainable value through safe, clean and green processes

To sustain leadership position in domestic and global market through

market development and customer delight.

To be the best and most respectable corporate citizen

To leverage technology to its full potential across the business cycle

To harness the profitable and growing CCR/value added product from

240KMT to 600 KMT per annum.

To achieve Zero cost and beyond

To secure raw material through long term contracts and captive mines
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J| To study the organizational functions.

J| To study functions of various departments.

J| To study internal dependence of these all departments.

J| To know about how company manage to sell and purchaseproducts.

J| To study how marketing process is carried by company.

J| To understand the difference between theoretical & practical aspects of Functioning

organization.

J| To get real time exposure of corporate world.

J| To get an opportunity for understanding the real life of business experience.

J| To get an opportunity to interact with customer,dynamic managers and all other

dyadic levels of organization.

J| To get acquainted with real organizational problems, perceptions and challenges.

J| To get a basic idea about how the projects are undertaken in Mining sector.

The study is being conducted for the Sterlite Industries (India) Ltd;(SIIL). This study

tells us an overall customer perception about the supplies and services provided by the

SIIL and functions carried out by different departments of Marketing .

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!|-2|

) is the extraction of valuable minerals or other geological materials from the earth,

usually from an ore body, vein or (coal) seam. Materials recovered by mining include base

metals, precious metals, iron, uranium, coal, diamonds, limestone, oil shale, rock salt and

potash. Any material that cannot be grown through agricultural processes, or created

artificially in a laboratory or factory, is usually mined. Mining in a wider sense comprises

extraction of any non-renewable resource (e.g., petroleum, natural gas, or even water).

Mining of stone and metal has been done since pre-historic times. Modern mining processes

involve prospecting for ore bodies, analysis of the profit potential of a proposed mine,

extraction of the desired materials and finally reclamation of the land to prepare it for other

uses once the mine is closed.

The nature of mining processes creates a potential negative impact on the environment both

during the mining operations and for years after the mine is closed. This impact has led to

most of the world's nations adopting regulations to moderate the negative effects of mining

operations. Safety has long been a concern as well, though modern practices have improved

safety in mines significantly.

)|' |

Mining exists in many countries but Australia and Canada have a reputationfor domestic

mining expertise, and London is known as the capital of global "mining houses" such asRio

Tinto, BHP Billiton, and Anglo American PLC. The US mining industry is also large but it is

dominated by the coal and nonmetal minerals, and the various regulations have workedto

reduce the significance of mining in the United States. In 2007 the total market cap of mining

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companies was reported at US$962 billion, which compares to a total global market cap of

publicly traded companies of about US$50 trillion in 2007.

While exploration and mining can sometimes be conducted by individual entrepreneurs or

small business, most modern-day mines are large enterprises requiring large amounts of

capital to establish. Consequently, the mining sector of the industry is dominated by large,

often multinational companies, most of them publicly listed. See Mining Companies for a list.

It can be argued that what is referred to as the 'mining industry' is actually two sectors, one

specializing in exploration for new resources, the other specializing in mining those

resources. The exploration sector is typically made up of individuals and small mineral

resource companies ("juniors") dependent on venture capital. The mining sector is typically

large and multi-national companies sustained by mineral production from their mining

operations. In addition to these two sectors, various other industries such as equipment

manufacture, environmental testing and metallurgy analysis also rely on and support the

mining industry throughout the world. Canadian stock exchanges have a particular focus on

mining companies, particularly junior exploration companies through the TSX Venture

Exchange; Canadian companies raise capital on these exchanges and then invest the money in

exploration globally. Some have argued that below juniors there exists a substantial sector of

illegitimate companies primarily focused on manipulating stock prices.

Mining operations can be grouped into five major categories in terms of their respective

resources. These are, oil and gas extraction, coal mining, metal ore mining, nonmetallic

mineral mining and quarrying, and support activities for mining. Out of all these categories,

oil and gas extraction remains one of the largest in terms of its global economic importance.

Prospecting potential mining sites, a vital area of concern for the mining industry is now done

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using sophisticated new technologies such as seismic prospecting and remote-sensing

satellites.

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Heavy machinery is needed in mining for exploration and development, to remove and

stockpile overburden, to break and remove rocks of various hardness and toughness, to

process the ore and for reclamation efforts after the mine is closed. Bulldozers, drills,

explosives and trucks are all necessary for excavating the land. In the case of placer mining,

unconsolidated gravel, or alluvium, is fed into machinery consisting of a hopper and a

shaking screen or trommel which frees the desired minerals from the waste gravel. The

minerals are then concentrated using sluices or jigs.

Large drills are used to sink shafts, excavate stopes and obtain samples for analysis. Trams

are used to transport miners, minerals and waste. Lifts carry miners into and out of mines, as

well as moving rock and ore out, and machinery in and out of underground mines. Huge

trucks, shovels and cranes are employed in surface mining to move large quantities of

overburden and ore. Processing plants can utilize large crushers, mills, reactors, roasters and

other equipment to consolidate the mineral-rich material and extract the desired compounds

and metals from the ore.

I have done my project in Sterlite Industries (India) ltd. (SIIL), an ancillary of Vedanta

Resources. Sterlite Industries (India) Limited operates as a non-ferrous metals and mining

company in India and internationally. The company engages in copper smelting and refining,

and sulphuric acid and phosphoric acid production operations. It offers copper cathodes for

use in the manufacture of copper rods to the wire and cable industry, and for making alloys,

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such as brass, bronze, and alloy steel with applications in defense and construction, as well as

copper tubes for consumer durable goods; copper rods that are primarily used in power and

communication cables, transformers, and magnet wires; sulphuric and phosphoric acid to

fertilizer manufacturers and other industries; and other by-products, such as gypsum and

anode slimes to third parties. The company also produces and sells zinc ingots to steel

producers for galvanizing steel, as well as to alloy, dry cell battery, die casting, and chemical

manufacturers; lead ingots primarily to battery and chemical manufacturers; and silver ingots

primarily to industrial users of silver.


|

/

The principal business is that of copper smelting and includes a smelter, refinery, phosphoric

acid plant, sulphuric acid plant and copper rod plant at Tuticorin in southern India and a

refinery and two copper rod plants at Silvassa in western India. In addition, we own the mt.

Lyell copper mine in Tasmania, Australia, which provides a small percentage of our copper

concentrate requirements. Copper concentrate is purchased from global suppliers and our

own mine at Australia at lme-linked prices and refined copper is sold on the same basis in the

domestic and international market.

Company aim is to provide high-quality refined copper by improving our operational

efficiency and reducing our unit costs. We intend to further increase our operational

efficiency through the lowering of power and transport costs and achieving economies of

scale.

3,

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acid plant and copper rod plant at Tuticorin in southern India and a refinery and two copper

rod plants at Silvassa in western India. In addition, company own the mt. Lyell copper mine

in Tasmania, Australia, which provides a small percentage of our copper concentrate

requirements.

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The principal inputs of copper business are:


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Copper concentrate is the principal raw material of copper smelter. Copper concentrate is

purchased at the lme price less a Tc/Rc that company negotiate with his suppliers but which

is influenced by the prevailing market rate for the Tc/Rc. In general, company long-term

agreements run for a period of three to five years, and are renewable at the end of the period.

The quantity of supply for each contract year is fixed at the beginning of the year and terms

like Tc/Rc and freight differential are negotiated each year depending upon market

conditions.

During fiscal 2008, company sourced approximately 65% of copper concentrate requirements

through long-term agreements.

Company also purchase copper concentrate on a spot basis to fill any gaps in requirements

based on production needs for quantity and quality. These deals are struck on the best

possible Tc/Rc during the period and are specific for short-term supply. During fiscal 2008,

company sourced approximately 24% of copper concentrate requirements through spot

purchases.

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Rock phosphate is currently sourced from Jordan, Egypt, Nauru and Algeria pursuant to

contracts renewed on an annual basis, with pricing fixed for the year. These contracts provide

for minimum supply quantities with an option to increase if required.

/


The electricity requirements of copper smelter and refinery at Tuticorin are primarily met by

the on-site captive power plants. company captive power plants at Tuticorin operate on low

sulphur heavy stock that is procured through long-term contracts with various oil companies.

Our Silvassa facility relies on the state power grid for its power requirements.

 |
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Copper Business Has A Number Of Elements, Which Are Summarized In The Following

Diagram And Explained In Greater Detail Below:|

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Copper cathode is used as a starting material for copper rods. Copper

cathodes are also used for making alloys like brass, bronze and alloy steel, with applications

in defense and construction. Our cathodes meet international quality standards and are

registered as lme ³a´ grade.


|  copper continuous cast rods meet all the requirements of international quality

standards. copper rods are currently used primarily for power and communication cables,

transformers and magnet wires.

&,| Sulphuric acid is used as a starting material for phosphoric acid. Most of it is

used in phosphoric acid plant while the rest is sold to fertilizer manufacturers and other

industries.

,',| Phosphoric acid is produced at plant by chemical reaction of sulphuric acid

and rock phosphate, which company import. Phosphoric acid is sold to fertilizer

manufacturers and other industries.

" ' Other by-products of copper smelting operations are gypsum and anode slimes,

which are sold to third parties

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>| Sterlite is now listed at India and New York Stock Exchange.

>| Sterlite has operations in Smelter, refinery and rod plants in India.

>| Went on stream in a record period of two years, fully stabilized and operating at rated

capacity.

>| State-of-the-art technology on par with the best in the world. New ISA incorporates

waste heat recovery boiler.

>| An ISO 9001:2000, ISO 14001 and OHSAS 18001 Certified Organization.

>| Approved LME Tester for copper rods.

>| TQM as a way of life for Continual Improvements and Employee engagement

>| First Copper Smelter in the world to be accredited with Five Star| rating by British

Safety Council.

>| Winner of the International Safety Award from British Safety Council for the Year

2005

>| Dominant market shares in the various segments of copper consumption|

Sterlite Industries India Limited (SIIL) is the principal subsidiary of Vedanta Resources plc, a

diversified and integrated FTSE 100 metals and mining company, with principal operations

located in India and Australia.

Sterlite¶s principal operating companies comprise Hindustan Zinc Limited (HZL) for its fully

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integrated zinc and lead operations; Sterlite Industries India Limited (Sterlite) and Copper

Mines of Tasmania Pty Limited (CMT) for its copper operations in India/Australia; and

Bharat Aluminium Company (BALCO), for its Aluminium and alumina operations and

Sterlite Energy for its commercial power generation business.

Sterlite is India's largest non-ferrous metals and mining company and is one of the fastest

growing private sector companies. Sterlite is listed on BSE, NSE and NYSE. It was the first

Indian Metals & Mining Company to list on the New York Stock Exchange.

Sterlite has continually demonstrated its ability to deliver major value creating projects,

offering unparalleled growth at lowest costs and generating superior financial returns for its

shareholders. At the same time, it ensures that its expansion projects meet high conservative

financial norms and do not place an unwarranted burden on its balance sheet and financial

resources.|

A majority of company¶s operations are certified to the International Standards like ISO

9001, ISO 14001 and OHSAS 18001. SIIL laboratories at Tuticorin and Silvassa have been

recognized with ISO 17025:2005 certification from National Accreditation Board for Testing

and Calibration Laboratories (NABL). The company is LME approved copper tester. Our

copper products meet the requirement of Restriction of Hazardous Substances (ROHS

complied) and certified by Underwriters Laboratories Inc. SIIL¶s Central lab at Silvassa is a

GOI approved R&D laboratory. The company has also won numerous awards for safety and

environment.

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Sterlite develops and manages a diverse portfolio of mining and metals businesses to provide

attractive returns to its shareholders whilst carrying out its activities in a socially and

environmentally responsible manner and creating value for the communities where it

operates. As one of the largest metals and mining groups in India, Sterlite remains continually

committed to managing its business in a socially responsible manner. The management of

environment, employees, health and safety and community issues, in respect of its operations

is central to the success of company¶s business.


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The company engages primarily in the production of copper in India. Its products include
copper cathodes; and cast copper rods, including 11mm and 12 mm rods used in the
transformer industry, and 8 mm rods used by the wires and cables industry with applications
in housing wires, electrical cables, and telecom cables. The company also engages in the
mining of bauxite, and the production of aluminum conductors and various aluminum
products, as well as in the mining of zinc ore, and in the manufacture of zinc ingots and lead
ingots. In addition, Sterlite Industries produces various chemical products, such as sulfuric
acids, phosphoric acids, phospho gypsum, hydro fluo silicic acids, and granulated slag.
Further, the company involves in trading gold, as well as in paper business. It markets its
copper products directly to original equipment manufacturers and traders. The company is
based in Mumbai, India. [1] The company¶s main operating subsidiaries are Hindustan Zinc
Limited for its zinc and lead operations; Copper Mines of Tasmania Pty Limited for its
copper operations in Australia; and Bharat Aluminium Company Limited for its aluminium
operations. The company is entering into the commercial power generation business by
setting up a large scale 2,400 MW coal based independent thermal power plant in Jharsuguda,
Orissa and a wind energy project at Karnataka, Gujarat and Maharashtra, totaling 110.4 MW.
Post completion of these projects, the company will have a total wind power capacity of
148.8 MW.

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- Sterlite Cables Limited, acquires the Shamsher Sterling Corporation, changes the

name to Sterlite Industries ( India) Limited.

>| ;77

- Sterlite Industries makes an initial public offering of its shares on the Indian stock

exchange.

>| ;;

- Sterlite Industries establishes India¶s first continuous copper rod plant.

>| ;;<

- Commissions first privately developed copper smelter in India at Tuticorin in

Tamil Nadu.

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- Acquires Copper Mines of Tasmania Pty Ltd.

- Acquires Thalanga Copper Mines Pty Ltd.

>| ==4

- Expansion of Tuticorin Smelter to 300,000 TPA and Successful ramp up of ISA

furnace in a record period of 45 days.

>|||==8

- Expansion on Tuticorin smelter to 400 KTPA through innovative debottlenecking.

>|||==<

- Sterlite Industries primary listing on NYSE in June 2007

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J| Copper Cathode

J| Continuous Cast Rods (CCR)

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J| Sulphuric Acid

J| Phosphoric Acid

J| HydroFluoro silicic Acid

J| Gypsum

J| Ferro sand

J| Slime

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"STERLITE" & "STERLITE T" Copper cathodes are produced using state-of-the-art "ISA
electro-refining" technology at Silvassa and "ISA 2000 electro refining" technology at
Tuticorin respectively.

& '

Continuous Cast Copper Rods

Copper Wire Bars, Bus bars, Billets, Ingots, Moulds and Other semis
Copper based alloys and downstream products
Copper tubes, strips and foils

 '|>| ASTM B115-00 (Reapproved 2004)


# ' BS EN 1978:1998 (Cu Cath-1)
IS 191 , Confirming to LME Grade A

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SIIL continuous cast Copper rods are produced using the Propezi technology. The rods

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are coiled in an orbital laying form to prevent entanglement while being uncoiled by the
customers. Each coil is compacted, strapped and wrapped with polyethylene wraps as
well as stretch-wrapped to prevent exposure to dust and ensure a good arrival condition
at the receiving end by the customers.

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Jelly Filled Telephone Cables

Magnetic wires & Winding wires

Power Cables

Automobile Wire Harness

Communication Cables

House wiring

Conductors (Rounds and Flats)

Transformer

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Hardness 7 mohs

  2|

Iron 40-48%
Silica 27-33%
CaO 1-3.5%
Sulphur 0.2-1.5%
Copper 1%
Aluminium Oxide: 3%
Fe O 10%

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Copper concentrate, apart from copper, contains traces of gold & silver. The gold &

silver thus present is extracted during electrolysis (final stage of copper extraction cycle)

in the form of black powder called Anode Slime. Typical gold & silver content in slime

are 2% & 12% respectively. Presently Sterlite Industries (India) Ltd does not have

refining facility to treat or refine Anode slime. The slime is being exported to European

& other refineries.

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A person, willing to buy a product/service or having the ability to buy a product/service can

be called a customer. Every person who enters the business is a potential customer. Even

though they may not purchase something today, they may purchase somethingtomorrow.

What a salesperson needs is a better way of determining who the customer really is. One way

of doing this is by understanding the steps of the buying and selling process and then

determining where the customer is in this process at the moment the salesperson greets him.

For SIIL, a customer is an industrial buyer, in other words a company who

buys Copper in bulk quantities for manufacturing, processing or resale purposes and the

terms of sale are mutually and mostly personally agreed upon.

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Customer satisfaction refers to the extent to which customers are happy with the products and

services provided by a business. In simple, customer satisfaction level is an indicator of

willingness of a consumer to continue using the services/goods rendered by a services/goods

provider. To determine the satisfaction level of a consumer, ranges can be developed which

can, then, be used to quantify the satisfaction status of a consumer or the range of satisfaction

in which a consumer falls.

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There is high level of competition in copper business in the country. And there is a need to

retain the interest of the customer in dealing with SIIL. It was therefore, considered pertinent

to evaluate the opinion of the customer about copper business of the company. It is

advantageous for a company to build firm relations with its clients because loyal customers

are not expected to shift away in turbulent times. As a marketing intern in SIIL. (Copper

Division), it was fascinating for the author to go deep into the arena of research and study the

initiatives of the company towards marketing of copper products. The company is into B2B

(Business-2- Business) dealing and does not necessarily require implementation of any

intensive marketing/advertising method but does require a built of customer relation and

improvement in the services rendered. A survey was conducted across the customer of the

copper business of SIIL to evaluate their satisfaction level.

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&), % When the services provided by a business entity are better than the expectation of a
customer. |

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%When the services provided by a business entity are as per the expectation of a

customer.


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% When the services provided by a business entity are below the expectation of a

customer but he still continues the association.

 |' '#
% When the services provided by a business entity are worse

than the expectation of a customer and he seeks to shift to some other services/goods

provider.

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Objective of the project

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The project forms a very vital aspect during curriculum of master¶s degree in business

administration. At the end of first year students are required to undergo summer

training program. This summer training is an integral part of MBA course. Its

importance lies in the fact that is the project that gives the students their first exposure

to an organization. This exposure although strange certainly gives an overview about

the organization various department working their different tasks performed skills and

attributes required to perform such tasks.

The basic objective of the project was to get acquainted with the organization of

Sterlite Industries (India) ltd; its management philosophy is to study the various

aspects of customer Perception towards the overall supply of copper material. This

particular project aims at the management of CRM with the help of customer

satisfaction which is an important part of SIIL.

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J| To get an opportunity for understanding the real life of business experience.

J| To be able to apply the theoretical knowledge.

J| To get an opportunity to interact with customer, dynamic managers and all

other dyadic levels of organization.

J| To get acquainted with real organizational problems, perceptions and

challenges.

J| To get a basic idea about how the projects are undertaken in Mining sector.

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>| To gather information about customer satisfaction toward Copper Product in the
geographic region of Hydrabad (Andra pradesh).

>| To evaluate the present satisfaction level of the customer with operations
of SIIL (Copper Business).

>| To know the customer perception about supplies, presale and order process, product
performance, Pricing and E-salemate.

>| To know the customer satisfaction about the Complaint Handling, Delivery, and Billing
& A/C¶S provided by SIIL.

>| To provide suggestions, in improving the customer satisfaction and the company sales
and profitability.

>| To identify the factors whose improvement may bring about an upward shift in the
satisfaction level of the customer and to recommend appropriate steps for the same

>| To know the customer satisfaction towards the after sales service offers by SIIL.
|
>| To measure Customer Satisfaction based on product and service attributes and
benchmark it with the competition

>| To determine how your customers evaluate the importance of and their satisfaction with
relevant selected parameters

>| To identify specific customer¶s dissatisfying parameters and to measure the level of
dissatisfaction with Sterlite based on product and service attributes

>| To identify specific complaints of the customer

>| To identify and determine the Priority For Improvements.

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Study is based on the primary data collected through feedback from the customers regarding

the SIIL ±Copper product and there sales & services in Hyderabad Region.

 ||

Customer Satisfaction is the buzzword used by the business people for the success of

organization in the present days. Due to the increases of heavy competition in every product±

line it become difficult for the companies to retain the customers for longer time. So retain

the customer for longer time the marketer has to do only one things i.e. customer satisfaction

.If customer is fully satisfied by the product it not only rub the organization successfully but

also fetch many benefits for the company . They are less process sensitive and they remain

customer for a longer period. They buy addition products overtimes as the company introduce

related produce related products or improved, so customer satisfactions is gaining a lot of

importance in the present day. Every company is conducting survey on customer satisfaction

level on their products .To make the products up to the satisfaction level of customers.

This project is also done to know the overall perception of factory customers towards Copper

Product and also after sales services offers by Sterlite industries (india)ltd.-SIIL .

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A research process consists of stages or steps that guide the project from its conception

through the final analysis, recommendations and ultimate actions. The research process

provides a systematic, planned approach to the research project and ensures that all aspects of

the research project are consistent with each other.

Research studies evolve through a series of steps, each representing the answer to a key

question.

à||

This chapter aims to understand the research methodology establishing a framework of

evaluation and revaluation of primary and secondary research. The techniques and concepts

used during primary research in order to arrive at findings; which are also dealt with and

lead to a logical deduction towards the analysis and results.

à
à|
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I propose to first conduct a intensive secondary research to understand the full impact and

implication of the industry, to review and critique the industry norms and reports, on which

certain issues shall be selected, which I feel remain unanswered or liable to change, this shall be

further taken up in the next stage of exploratory research. This stage shall help me to restrict

and select only the important question and issue, which inhabit growth and segmentation in the

industry.

The various tasks that I have undertaken in the research design process are :

Defining the information need

Design the exploratory, descriptive and causal research

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The research process has four distinct yet interrelated steps for research analysis

It has a logical and hierarchical ordering:

$ Determination of information research problem.

$ Development of appropriate research design.

$ Execution of research design.

$ Communication of results.

Each step is viewed as a separate process that includes a combination of task , step and

specific procedure. The steps undertake are logical, objective, systematic, reliable, valid,

impersonal and ongoing.

J2!|
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The method I used for exploratory research was

Primary Data

Secondary data

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| | are those that are collected for the first time by the investigator and the

primary data collected for this study are:-

;| Project manager interaction(Bhushan Ghode& Sudhir sir)

;| Personally interaction with company customer.

;| Customer satisfaction questionnaire.

  | | is the data which is not collected directly but obtained from the

published and unpublished sources and the secondarydata collected for this study are:-

;| Published data about Vedanta and its SIIL Industry, through newspapers, magazines,

research institutes, journals and books.

;| Previous Report on CSI conducted by| ""| K 9Customer Satisfaction

Measurement & Monitoring Division of "'

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SIIL site: - www.'

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VEDANTA site: - www.

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Customer satisfaction level was evaluated on the basis of nine parameters namely (1) Presale

and order process ,(2)product Performance, (3) complaint handling, (4) delivery, (5)

packaging, (6) billing and accounts, (7) pricing (8) Esalesmate and(9)overallperception about

the suppliers. Six customer satisfaction levels were devised which were: (1) very satisfied, (2)

Satisfied, (3) somewhat satisfied, (4) very dissatisfied,(5)dissatisfied,(6)some what

dissatisfied. Responses of the clients were collected through personally interaction with them

and also through customer satisfaction questionnaire form.

The data collected in this study is a mix of primary and secondary data, majority of which is

primary.


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Statement of the problem |

$ Identification of information needed to solve the problem

$ Selection or development of instruments for gathering the information

$ Identification of target population and determination of sampling Plan.

$ Design of procedure for information collection

$ Collection of information

$ Analysis of information

$ Generalizations and/or predictions

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Data collection took place with the help of filling of questionnaires. The questionnaire

method has come to the more widely used and economical means of data collection. The

common factor in all varieties of the questionnaire method is this reliance on verbal responses

to questions, written or oral. I found it essential to make sure the questionnaire was easy to

read and understand to all spectrums of people in the sample. It was also important as

researcher to respect the samples time and energy hence the questionnaire was designed in

such a way, that its administration would not exceed 5-10 mins. These questionnaires were

personally administered.

The first hand information was collected by making the people fill the questionnaires. The

primary data collected by directly interacting with the people. The respondents were

contacted at their company place where they are purchasing and selling the product. The data

was collected by interacting with 25 respondents who filled the questionnaires and gave me

the required necessary information. The respondents consisted of mainly customer of SIIL,

businessmen, professionals etc. the required information was collected by directly interacting

with these respondents.

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There is interviewer bias in the questionnaire method. Open-ended questions can be biased by

the interviewer¶s views or probing, as interviewers are guiding the respondent while the

questionnaire is being filled out. The attitudes the interviewer revels to the respondent during

the interview can greatly affect their level of interest and willingness to answer openly. As

interviewers, probing and clarifications maximize respondent understanding and yield

complete answers, these advantages are offset by the problems of prestige seeking, social

desirability and courtesy biases.

l   |||

The questionnaire designing has to careful so that only required data is concisely reveled and

there is no redundant data generated. The questions have to be worded carefully sothat the

questions are not loaded and does not lead to a bias in the respondents mind.

à |||

The respondents selected to be interviewed were not always available and willing to co

operate also in most cases the respondents were found to not have the knowledge, opinion,

attitudes or facts required additionally uninformed response errors and response styles also

led to survey error.


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I have taken the sample size of 25, which cannot determine the buying behavior of the total

population. The sample has been drawn from only Hydrabad Based customer of SIIL.

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Simple random sampling technique was adopted to identify 25 clients of copper business±

SIIL. List of the clients included in the study has been attached as appendix - I. The sample

was quite balanced as it consisted of traders, as well as transformer ,cables and wires

industries which buy copper product from SIIL. The sample size makes 50% of the customers

and hence is adequate in reflecting the true sentiments of the clients. |

à | ||

Research design is a conceptual structure within which research was conducted. A research

design is the detailed blueprint used to guide a research study towards its objective. It is a

series of advanced decision taken together comprising a master plan or a model for

conducting the research in consonance with the research objectives. Research design is

needed because it facilitates the smooth sailing of the various research operations, thereby

making research as efficient as possible yielding maximum information with the minimum

effort, time and money.

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R The scope of study is limited to the respondents are selected from in and

around Hydrabad region ,Andra Pradesh.

R The project is carried out for the period of 60 days only.

R Measurement of customer satisfaction is complex subjects, which uses

non- objectives method, which is not reliable.

R The sample unit was also 25 respondents.

>| The sample size is not expected to be adequate which may be a major

limitation of the project.

>| Extreme rating by few of the customer may affect the overall result of the

survey.

R However, SIIL are located in other places i.e. neighboring states. Only

opinion of respondents of Hydrabad region was consider for finding out

the opinions of respondents.

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It is to collect primary data about SIIL product and there sales and services and then I

personally prepare the customer satisfaction questionnaire with the permission of

marketing department. And then I fix the appointment with factory customer.

 |
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a) Target Customers: Company customer.(B2B)

b) Sample size of 25 customers

c) Places from where the Data was collected: Secundrabad, Balanagar,

Sanathnagar,Kukatpally ,Punggutta and Erragutta.

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The data were collected through customer interaction And Customer satisfaction

questionnaire form

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CHAPTER-8.3

Analysis of customer satisfaction Index

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CHAPTER-9

Findings and analysis

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5| Most of the customer of Hyderabad region of SIIL mainly deals with Transformers,

Cables and Wires as their product segments.|

5| Most of the customer of SIIL Purchase 150-200 mt of copper product on an average

month.|

+5| Most of the customer prefer to purchase product from agents instead of purchasing

from the industry suppliers.|

15| Many of the customer prefer to buy on cheaper price where ever they find cheaper

price on quantity they are going that side only and also they are following LME

prices .These factor affecting their buying behavior.|

5.| Buyers/clients/customers/traders do not find the quality of the copper product

supplied very well.

6.| Most of the customer don¶t use Esalesmate. Either they are not aware nor they are

interested.

7.| Most of the customer face the problem of speed of response in complaint handling.

8.| Few of the customer have complaint regarding packaging at depot plant.

9.| Most of the customer prefer direct delivery of the product without any procedure and

delay i.e. why they are going through the agents.

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J| One important suggestion is that more care and concern should be given to the

customer to retain the trust of the existing valued customers.

J| The organization should take care that if any customer is interested for their

service, utmost care should be taken to provide them as soon as possible and

the complaint handling should as quick as possible.

J| It is observed that root cause of most of the dissatisfaction in areas like

complaint handling system, speed of response, delivery as per schedule, order

processing is generated due to lack of uniform and well-managed

communication system. To remove the communication gap SIIL should

introduce one touch-point for each customer and SIIL can bifurcate it into

various department.

J| SIIL should increase the speed of reconciliations of accounts by formulating

uniform time- bound policy (e.g. Monthly reconciliation). SIIL should adhere

to their commitment regarding refund settlement.

J| SIIL should conduct interactive session with their customers to make them

understand benefits and process of online ordering. SIIL should introduce

online ordering gradually in co-ordination with other communication system

(like phone, e-mail, fax)

J| SIIL procedure is too vast regarding dispatches and services it should be as per

the requirement of the customer. Most of the customer prefer direct delivery of

the product without any procedure i.e., They are going through the agents.

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the product. According to the customer .SIIL should charge Nominal Prices

for the Product and also offer them a best discount on quantity.

J| Most of the customer are not aware about the Esalesmate or they are not using

at all. SIIL should make them aware about the use of the Esalesmate.

J| Most of the customer are not getting SMS regarding Dispatches and delivery

i.e. after sales and services provided by the SIIL.

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The study in the Sterlite Industries India ltd;(SIIL).has enabled me to understand the various

needs of an organization. It helped me to understand how an organization of a corporate

nature functions and how important it is to have a right relationship between the employee

and employer or the management. and how to maintain a good relationship with customer.

The Study was conducted with a view to measure the customer satisfaction level of

Hyderabad based customer of SIIL. After conducting the survey it was noted that SIIL

stands at 77.7% customer satisfaction level as per the nine parameter on the questionnaire.

After further analyzing the details of each criterion and the client feedback at individual level,

following conclusions were drawn.

1.Most of the buyers/clients/customers/traders feel that SIILLtd. (copper business) should

provide them speed of response in complaint handling.

2.After issue of sales order, customers are facing problem in release of sales order.

3.Processing of dispatch of material at respective plants is done very leniently.

4.Clients are dissatisfied with time taken to send account statements.

5.Most of the customer (Hyderabad based customer) of SIIL Purchase 150-200mt of copper

product on an average month.

6.Most of the customer prefer to purchase product from agents instead of purchasing from the

industry suppliers.

7.Many of the customer prefer to buy on cheaper price where ever hey find cheaper price on

quantity they are going that side only and also they are following LME prices .These factor

affecting their buying behavior.

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8.Buyers/clients/customers/traders do not find the quality of the copper product supplied

very well.

9.Most of the customer don¶t use Esalesmate. Either they are not aware nor they are

interested.

10.Few of the customer have complaint regarding packaging at depot plant.

11.Most of the customer prefer direct delivery of the product without any procedure and

delay i.e. why they are going through the agents.

During the course of Study I was successful in

achieving these objectives and could familiarize with the organization and its environment.

This study has improved my confidence by its successful completion to undertake such

studies in future.

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Myself Œ{    has joined as a summer trainee in Southern Regional Marketing
Office in Copper Division. On behalf of Sterlite Industries, I will be doing customer
Satisfaction Survey in Hyderabad Region .

I would be grateful if you could spare a few minutes to complete this Customer Satisfaction
Questionnaire to help us ensure that our standard of customer care exceeds expectations
wherever possible.

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1. What is the type of Cu you procure from different suppliers?

1 ( ) Copper Coil 8 MM 2( ) Copper Coil 12.45 MM 3( ) Cathode

4 ( ) Cast Bar 5( ) Lib Cathode 6( ) SSCR
7 ( ) Any other apart from this

2. What is your Normal Requirement of Raw Materials per month?

1( ) 1-5 mt 2( ) 5-10mt 3( ) 10-15 mt 4 ( ) more than 15 mt

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3. What form of Purchase Order you normally use for purchase of Cu?

1 ( ) Fax 2 ( ) Mail 3( )Courier 4( )Hand over Personally

5 ( ) Any other mode

4. How do you make the payment to SIIL against the PO?

1 ( ) RTGS 2( )Cheque 3( )DD 4 ( )LC/BG

5 ( )Any other mode

5. Do you get the Delivery order immediately after sending the PO and payment?

1( ) Yes 2( ) No

6. If No how much time it takes to issue the DA normally?

1( ) In 1 hr 2( ) In 2 hrs 3 ( ) In three hrs 4 ( ) More than 3 hrs

7. How is the response of SIIL executives towards any query regarding Purchase Order or payment remittance?

1( ) very satisfied 2( ) satisfied 3( ) somewhat satisfied

4( )dissatisfied 5( )some what dissatisfied 6( )very dissatisfied

7( )Neutral neither satisfied nor dissatisfied

8. How would you rate SIIL, BC, HCL, Finolex ,Imports in terms of Pre Sales & Order Processing?

Excellent Very Good Fair Poor

SIIL ( ) ( ) ( ) ( )

BC ( ) ( ) ( ) ( )

HCL ( ) ( ) ( ) ( )

Finolex ( ) ( ) ( ) ( )

Imports ( ) ( ) ( ) ( )

9.Any suggestions to improve the Presales & Order processing activity for SIIL?

_____________________________________________________________

||||||||||||||

{

|{
 ||

1. What are the quality parameters you normally look for while purchasing the Cu?

____________________________________________________________________

____________________________________________________________________

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2. How does SIIL stands in terms of quality of product?

_____________________________________________________________________

_____________________________________________________________________

3. How would you rate SIIL, BC, HCL, and Finolex & Imports in terms of quality?

Excellent Very Good Fair Poor

SIIL ( ) ( ) ( ) ( )

BC ( ) ( ) ( ) ( )

HCL ( ) ( ) ( ) ( )

Finolex ( ) ( ) ( ) ( )

Imports ( ) ( ) ( ) ( )

4. Any suggestions to improve SIIL copper?

_______________________________________________________________________

_______________________________________________________________________

 |  ||

1. Do you get any complaint dealing with SIIL?

1( )Yes 2( ) No

2. If yes, what type of complaint you normally get during the entire purchase process?

______________________________________________________________________

______________________________________________________________________

3. Do you use our web base complaint handling portal to resolve the same?

1( )Yes 2 ( ) No

4. Do you find our Web Portal user-friendly in terms of complaint handling?

1( )Yes 2 ( )No

5. If no what are the problems you are facing while using web portal?

______________________________________________________________________

______________________________________________________________________

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6. How is Vedanta¶s executive approach while dealing with any complaint?

1( ) very satisfied 2 ( )satisfied 3( )somewhat satisfied

4( )dissatisfied 5 ( )some what dissatisfied 6( )very dissatisfied

7( )Neutral neither satisfied nor dissatisfied

7. Any suggestions to improve web portal?

_______________________________________________________________________

_______________________________________________________________________

8. How will you rate SIIL, BC, HCL, and Finolex & Imports in terms of complaint handling?

Excellent Good Fair Poor

SIIL ( ) ( ) ( ) ( )

BC ( ) ( ) ( ) ( )

HCL ( ) ( ) ( ) ( )||

Finolex ( ) ( ) ( ) ( )

Imports ( ) ( ) ( ) ( )

{ |

1. Do you get any issues regarding SIIL packaging?

1( ) Yes 2( ) No

2. If yes then what type of issues regarding packaging?

___________________________________________________________________

___________________________________________________________________

3. Any suggestions to improve packaging of SIIL ?

____________________________________________________________________

____________________________________________________________________

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1. How much time it takes to dispatch the material from depot/plant once you make the payment?

1( )Within 1 day 2 ( )Within 2 days 3( )Within 3 days 4( )More than 3 days

2. Do you get the online dispatch instructions as soon as invoice is issued?

1( ) Yes 2 ( )No

3. Do you get the SMS for the delivery reports?

1( )Yes 2 ( )No

4. Would you like to go for this facility for dispatch intimations?

1( )Yes 2 ( )No

5. Do you get Test Certificates along with invoices from Depot /Plant?

1( )Yes 2( )No

6. How is the loading of coils/bundles in the trucks at the depot?

1( )very satisfied 2 ( )satisfied 3( )somewhat satisfied

4( )dissatisfied 5 ( )some what dissatisfied 6 ( )very dissatisfied

7( )Neutral neither satisfied nor dissatisfied

7. How is the Vedanta¶s executive response towards any query regarding dispatches?

1( )very satisfied 2( )satisfied 3( )somewhat satisfied

4( )dissatisfied 5( )some what dissatisfied 6 ( )very dissatisfied

7( )Neutral neither satisfied nor dissatisfied

8. How would you rate SIIL, BC, HCL, Finolex and Imports in terms of delivery?

Excellent Good Fair Poor

SIIL ( ) ( ) ( ) ( )

BC ( ) ( ) ( ) ( )

HCL ( ) ( ) ( ) ( )

Finolex ( ) ( ) ( ) ( )

Imports ( ) ( ) ( ) ( )

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9. Any suggestions to improve the delivery?

___________________________________________________________________________________

____________________________________________________________________________ ______.|

 | |!"

1.Are invoice correctly prepared during billing?

1( )Yes 2 ( ) No

2. If No what are the issues?

___________________________________________________________________________

___________________________________________________________________________

3. Is there any issue regarding excise duty, taxes?

1 ( )Yes 2 ( ) No

4. If Yeas what are the issues?

___________________________________________________________________________

___________________________________________________________________________

5. Are you satisfied with a/c reconciliation done by SIIL?

1( )Yes 2 ( )No

6.Do you get the credit notes monthly?

1 ( )Yes 2( )No

7. Normally at what date you get the credit notes?

______________________________________________________________________________

______________________________________________________________________________

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8.Do you get the refund of this credit note immediately after the end of supply month?

1( )Yes 2( )No

9. If not what are the issues?

______________________________________________________________________________

______________________________________________________________________________

10.How will you rate SIIL, BC, HCL, Finolex &Imports in term of Billing & A/C¶s.

Excellent Good Fair Poor

SIIL ( ) ( ) ( ) ( )

BC ( ) ( ) ( ) ( )

HCL ( ) ( ) ( ) ( )

Finolex ( ) ( ) ( ) ( )

Imports ( ) ( ) ( ) ( )

11. Any suggestions for Improvement?

______________________________________________________________________________

______________________________________________________________________________

{ |

1.Have you faced any problem in giving pricing request to SIIL?

1( )Yes 2 ( )No

2. If yes, what are the problems?

_________________________________________________________________________

_________________________________________________________________________

3.Do you get pricing confirmation immediately?

1( ) Yes 2 ( )No .

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4.How is SIIL, Executive approach towards pricing complaint if any ?

1( )very satisfied 2( )satisfied 3( )somewhat satisfied

4( )dissatisfied 5( )some what dissatisfied 6( )very dissatisfied

7( ) Neutral neither satisfied nor dissatisfied

5.How will you rate SIIL in comparison to,BC ,HCL, Imports, finolex on pricing parameter?

. 1( )very satisfied 2( )satisfied 3( )somewhat satisfied

4( )dissatisfied 5( )some what dissatisfied 6( )very dissatisfied

7( )Neutral neither satisfied nor dissatisfied

6.Do you have any suggestion to improve pricing methodology?

____________________________________________________________________

________________________________________________________________.___

||||||||||||||||||||||||||||||||||||||||||||||||||||| |

||#|

1. Do you use our Esalesmate website for any details regarding dispatches, A/c & other information? |

1( )Yes 2( )No

2.Are you satisfied with the current Esalesmate ?

. 1( )very satisfied 2( )satisfied 3( )somewhat satisfied

4( )dissatisfied 5 ( )some what dissatisfied 6( )very dissatisfied

7( )Neutral neither satisfied nor dissatisfied

3.Are you have any issue regarding operational feasibility, any technical issue of Esalesmate?

1( ) Yes 2 ( ) No

4. If yes what are the issue?

_____________________________________________________________________

_____________________________________________________________________

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5.Are you have any suggestion to improve Esalesmate?

_____________________________________________________________________

_______________________________________________________________.______

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Excellent Good Fair Poor

SIIL ( ) ( ) ( ) ( )

BC ( ) ( ) ( ) ( )

HCL ( ) ( ) ( ) ( )

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