BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY

INDUSTRY: CEMENT AREA: DISTRIBUTION AND MARKETING SUMMER INTERNSHIP REPORT

Study of the Cement market through dealers in various parts of Kolkata of

CENTURY CEMENT PVT. LTD.

Industry Mentor: Mr. Partha Pratim Roy Faculty Mentor: Prof. A. K. Biswas

Submitted by: Abhishek Mishra Roll no. 09 DM 004 PGDM 2009-11 (Marketing Major)

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REFERENCES
1. 2. 3. 4. 5. 6. 7. 8. Annual yearly balance sheet, corporate profile 2007-08. Pg. 08 Ibid, Pg. 10 Century Cement website. Lectures provided by the faculty guide and interaction with other members of the team. Ibid. Ibid.
http://en.wikipedia.org/wiki/Marketing_management

Research Methodology, C. R. Kothari, New Age Publications, second revised edition, Pg. 18 9. Ibid. Pg. 19 10. http://www.polarismr.com/education/steps_index.html 11. http://answers.yahoo.com/question/index?qid=20071007032858AA7J8TA 12. Research for Marketing Decisions by Paul E Green, Donald S Tull, Gerald Al Baum; Eastern Economic Edition; Fifth Edition; Pg 110-121 13. Total Quality Management by Dale H. Besterfield, Carol Besterfield, Glen Besterfield, M. Besterfield; Pearson’s Publication; Eighth Edition; Pg 75-78 14. Marketing Management (Millennium Edition) by Philip Kotler; Prentice-Hall India Publications; Tenth Edition; Pg 175 15. Research Methodology, C. R. Kothari, New Age Publications, second revised edition, Pg. 25-26. 16. http://www.group-mail.com/asp/common/articles.asp?id=219 17. Research Methodology, C. R. Kothari, New Age Publications, second revised edition, Pg. 25-26. 18. Total Quality Management by Dale H. Besterfield, Carol Besterfield, Glen Besterfield, M. Besterfield; Pearson’s Publication; Eighth Edition; Pg 75-78 19. http://www.rocw.raifoundation.org/management/bba/MarketingResearch/lecturenotes/lecture-31.pdf

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RESEARCH ORGANIZATION INFORMED CONSENT FORM

Researcher’s Name: Abhishek Mishra Researcher’s Statement:
The topic for this project is ‘Study of Cement Marketing through dealers’ network in

various parts of Kolkata’. Through this topic I have tried to conduct a survey and find out the various offerings that the market has in terms of various brands and the opportunities that they offer henceforth.

Name: Mr. Partha Pratim Roy Position/Title: Marketing Manager Organization Name: Century Cement Location: 12th Floor, 10, Camac Street, Kolkata 700017.

Signature:______________________________

Date:______________________

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Acknowledgements

I thankfully acknowledge the inputs received from my colleagues, my faculty members and Dr. H. Chaturvedi without whom this report would not be possible.

I am grateful to Mr. A. K. Biswas, whose valuable insight has helped me in preparing this report. His generous support and cooperation is something I will always treasure.

A very special thanks to my seniors Mr. Partha Pratim Roy and Mr. Ranjit Pathak from Century Cement who provided me with all the required help and cooperation needed for the project. Without their help, I couldn’t have imagined my first formal stint with industry anyway better. Last but not the least, a special mention for Mr. A. S. Mishra without whom this project would have been possible.

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Distribution pattern in West Bengal .Century Cement Vision .Steps in Marketing Research .Sources of Marketing Information .Cement Industry in India .Explanation of questionnaire .Attitude – from the dealer’s perspective Statement of the Problem Research Methodology .Ethical issues involved in research methodology Analysis .Functional Policies .SWOT analysis References List of Appendices .About Cement .Bias in Marketing Research .Appendix I .Analysis against given set of objectives Conclusions and Recommendations . Topic 1 2 Executive Summary Introduction .Properties of Cement Literature Review .Corporate Profile .Interview Method .TABLE OF CONTENT Serial No.Customer Questionnaire .Questionnaire .Appendix II Page 3 4-14 3 15-21 4 5 22 23-26 6 27-32 7 8 9 33-36 37 38-44 Page | 4 .

Here I start by the nature of the cement market in India which is then followed by the distribution pattern that is followed in West Bengal. Finally I have brought a set of recommendations and conclusions which help in bringing forward the main essence of the work that has been done. In the last part of this section I have brought forward the various properties of cement and the various technicalities that go by in the preparation of the various forms of cement. though technical in nature is still indispensable from my project’s point of view as this is the section where I have been able to learn about certain physical characteristics of my cement. This part. Then I have explained the questionnaire and later analyzed the same. where I have spoken about the history of Century Cement. Then I have gone on to briefly introduce a section on cement. I have worked on whatever data I had collected. In the analysis section. the HR policy and the career details. Then I have brought on the aspect of corporate profile. I have submitted the details of the dealers that I had visited with their respective contact details and their stocking details.EXECUTIVE SUMMARY The topic for this project is “Study of Cement Marketing through dealers’ network in various parts of Kolkata”. The kinds of activities that have been performed have been highlighted by means of the ‘nature of research’ section and so forth. Then I have brought forward the corporate vision. Also I have explained the reason as to why I have chosen the particular topic. Finally in the appendix section. its plant capacity and the various technicalities that have gone by in the production. the marketing policy. In the Literature Review section I have tried to link the theoretical aspects of my project with what has been taught. I have also went ahead and discussed various aspects like what are the various forms of attitude and how they are pertinent from the dealer’s point of view. The topics that are brought about are such that they bring forward both the critical aspect of my research as well they connect to it. All of it has later been dealt with in the analysis section. Page | 5 . The project starts where I have provided a brief introduction where I have discussed the traditional channel that exists in the cement market. Then in the statement of problem section I have discussed the nature of my problem and the various objectives that were entrusted to me by the organization. Also the nature of my research has been questionnaire and interviews so I have also mentioned that as a part of my literature review section. Here I have linked various aspects that range from what marketing and research is all about to various forms of distribution that are prevalent. assigned to me by Century Cement.

After the Carrying and Freight agents we have set of dealers which is the most important aspect of my project as my research had mainly centred around them.INTRODUCTION The topic for this project is “Study of Cement Marketing through dealers’ network in various parts of Kolkata”. Both the sales take place with respect to the dealers only. my main task will be to meet the dealers and to find out the details about which all cement companies are they dealing in and to what percentage is each of them contributing to the sales of each dealer. The end customers are the one who are in the form of individual customer. They personally don’t take any further responsibility of the goods. it is used for Page | 6 . promoter and industries. monthly cement that they are dealing in will give an idea about the individual capacity of cement that they handle per month. Also from Century’s point of view. This topic has been assigned to me by Century Cement under which I am undergoing my summer internship. My organization had recently undergone a brand makeover where the name has also changed from Century Cement to Birla Gold. The last bit industries are further classified into three forms namely raw materials and by products. This will in a way let me know about the viable gap which exists in the market and that the dealers have a perception about a particular brand. The main crux of this topic is discussed as follows. As a intern. Finally the cement is sold to the end customers either by means of the wholesale or the retail route. In cement industry. When a particular cement company is active for the dealer. Cement is the binder that concrete mortars together. the greater is their capacity to handle further more forms of investment. This has not exactly got the best of the responses from the industry and has led to decline in the market share as well. the material comes in the goods train and they are concerned with the storage and transportation job only. Then right after the chain we have a Carrying and Freight agent who takes care of the main task of transferring the materials to the dealers and the subdealers. On a general note. the organization in order to survive in the market needs to go that extra mile to see that their cement does well. This is why it is the most important component when it comes to giving solidarity and durability. my job is to see whether he is convinced to stock cement of some other companies as well. So in that regards. against those of the competitors. The cement industry consists of standardised goods where there is not much of a difference with respect to the nature of the goods. Next the cement is sold either in the whole sale market or the retail market. grills and pillars and different form of industries like say the cottage industries. The distribution channel of cement industry in the generic sense consists of the company as producer on the top.

Portland Slag Cement (PSC) Portland Pozzolana Cement (PPC) Ordinary Portland Cement (OPC) From a consumer’s point of view this classification is quite meaningless. Lafarge. With this respect. sunshades and mortars for brickwork. Ambuja. the most important is the metric tonnes of the dealers. Birla Gold. as for them cements is nothing more than a binder. Binani and Rashi Gold are a few entrants in the markets. The Indian economy is one whose growth economy is largely propelled by domestic demand. The incessant demand for this vital material places it as one of the more important that is inherent to manufacturing process. From the organizational perspective.. plastering. Page | 7 . flooring and such similar work. iii. Three types of cements are used by the customers for their construction: i. I have tried to prepare a set of data that emerges out of the survey that was conducted with dealers and sub-dealers. Bansal.making concrete for slabs. cement industry is one of the sunrise industries – a direct beneficiary of this growth story.C. ii. The current market has the following major brands operating namely A. A detailed briefing about the same is mentioned later in the introduction section. Bengal Super.C. Konark and few prominent mini plants like Durgapur. Pragoti. JP. Ultratech. from which they are able to guess as to what is their handling capacity. foundations beams. In this project report. Bharat Super to name a few.

Originally reserves were in the tune of 220 lakh tonnes. textiles. Rotary kilns: There are two dry processes kilns with a size of 64 m length and 4011 m diameter. the company has two more cement plants. a flagship company of B.Corporate Profile1 Century Cement is a division of Century Textiles and Industries Limited. Lime stone: The limestone requirement is mostly met through the captive mine that is situated 1. The combined capacity of all the cements plant taken together is 6. Raw mill: There are four close circuit raw mills. The ground raw mill is stored in blending/storage silos with a total capacity of 14000 MT. The company is well diversified into having interests in cement. The plant’s first kiln was lighted up somewhere in December 1947 and the second kiln came up in May 1975. The second one is the Manikgarh Cement at Gadchandur.50 million TPA. Southeast Central Railway Main Line. Century Cement is situated in at Baikunth (Tilda) district. thought of diversifying their activities towards other areas and thought of diversifying their activities towards other areas. Baikunth is about 34 kms east of Raipur on MumbaiNagpur-Howrah SEC railway main line. Maharashtra with an installed capacity of 1. K. The train route for Baikunth is 35 kms East of Raipur on Mumbai – Howrah (via Nagpur). chemicals. The license capacity of the plant was originally 6. pulp and paper.80 million TPA.00 lakh MT per annum while the present plant capacity is 15. The first bag of ordinary portland cement was despatched on 3 March 1975. Madhya Pradesh having an installed capacity of 3. Raipur in the state of Chattisgarh. rayon. The initial capacity of the kiln was 1000 TPD each. Apart from this.80 million TPA. Initially the capacity of each raw mill was 65 TPH which has been increased to 75 TPH by means of various modifications. The installed capacity of Century Cement is 1.50 million TPA. It was around 1969 that managers of M/s Century Textiles & Industries Ltd. blending it with more of subgrade limestone and use of purchased high grade limestone. The present requirement is about 6000 MT/day. More emphasis is given for production of blended cement that constitutes to about 95% of the total cement produced by the company. district Satna. district Chanderpur. They decided to establish a cement plant roughly 8 kms from Tilda.5 kms away from the plant. which was the place where the present plant and colony came into existence.00 lakh MT per annum. there are not only conserved proved reserves but also almost double the mine life. Subsequently Baikunth came into existence. which has been optimized by installing a prcalcinator (N-MFC) and additional stream of suspension preheater cyclones. But with the judicious use of purchased high grade limestone. Birla Group. Page | 8 . First we have Maihar Cement in Sarlanagar.

increasing the capacity to 75 TPH by various modifications.30 1463. 1. Portland pozzolana cement and Portland slag cement. While cement mills no. Wagon loaders & Truck loaders: Presently there are 12 wagon loaders and 6 truck loaders in the plant. 4 & 5 is 80 TPH each.24 Specific thermal consumption Kcal/kg of clinker 2001-02 2002-03 2003-04 2004-05 2005-06 1407. In the year 1997 a 15 MW capacity captive thermal plant was installed.3 MW.20 91. Total electric energy. Energy Consumption: Cement manufacturing is an energy intensive industry.95 15212. Cement mills: There are five cement mills with open circuit capacity. Capacity power generation: Presently we have three-diesel generating sets of total capacity of 10. the capacity of cement mill no.49 93.88 94. thermal energy and energy consumption figures are as under: Year Electrical energy consumption (lakh kwh) Thermal energy consumption (Mkcal) Specific electrical energy consumption (Kwh/MT of cement) 94. The plant is producing three types of cements namely Portland cement. Therefore there is always an attempt to reduce the specific energy consumption.98 1006580 961163 972533 1000437 1040060 830 790 780 780 770 Page | 9 .82 88. Cement produced id stored in six watertight cement silos with total capacity about 21000 MT. About 50% of the total production cost is the energy (electric and fuel). The ground raw mill is stored in blending/storage silos with a total capacity of 14000 MT.72 1509.83 1576. 2 & 3 have a production capacity of 50 TPH each. Coal mill: There are four air-swept coal mills of the capacity of 10 MT per hour each. Packaging: There are four L&T auto rotary packers of 80 TPH capacities with 12 spouts and one 8 spout electronic packer of 100 TPH capacities.

rayons. paper and pulp and cement.Century Cement Vision2 Tradition: Century Cement is a division of Century Textiles & Industries Ltd. An extensive distribution network and a retail chain of thousands of outlets stretching across the length and breadth of regions. whether that is in the aspect of reliability of supply or in the aspect of quality assurance. play a vital role in taking our cement units closer to the customer’s doorsteps. Trust: Our customer is the focal point for all our endeavours and what we value most is their trust in us. Page | 10 . the finest technology was sourced from world renowned manufactures and stateof-the-art equipment installed for energy efficient and pollution free large scale cement production. a leading business house with its presence in core industries like textiles. The presence of superior technology is also evinced in our various quality initiatives which have fetched for us the coveted ISO-9001. All our products meet the most stringent and exacting standards of our growing list of loyal customers that are engaged in building Modern India. an international certification for Quality Management System. which has been vanguard in generating wealth for the nation. Further. belonging to the BK Birla Group of Companies. Our heritage of being a part of this group carries with it a commitment to quality. Technology: Our core group’s value of quality has built for us an invincible reputation and for this. chemicals.. our efficient and responsive technical staff excels in providing quick and expert care so as to enable thousands of users to keep smiling and ever wanting products. We have also got the ISO-14001 certification for Environmental Management System which amply reflects our commitment to the environment.

HR Vision:    Objective Selection Method Continous Training and Development Competetive Wages and Salary structure Page | 11 . by their commitment and team spirit.80 million TPA is under implementation by carrying out modification. Marketing Policy:       Product quality exceeding customer’s expectation Timely dispatches Attractive and functional packaging Quick business response Prompt after-sales service Adhering to fair and ethical business practices Customer Service: Customer service cells have established at various marketing centres. which not only ensure an uninterrupted power supply but also help company substantially on power cost. All cement plants are equipped with captive power plant.About:3 The capacity enhancement to 7. Century Classic. upgradation and debottlenecking of existing plants & machinery and equipments. Birla Faulad. Century Gold and Manikgarh Gold. Influencing the influencer is a plank of our marketing strategy by disseminating information about our product through one-on-one interaction with masons/architects/engineers. They provide advice to customer on getting the best value from cement and offer assistance on civil construction related issues. The company sells its cement under various premium brands like Birla Gold. which are manned by qualified and experienced technical personnel. which is likely to be completed by October-December 2007 quarter. as power which is self generated is cheaper than the grid power that is otherwise borrowed. HR Policy: Developing people to deliver results in changing environment by their training and skills. by their foresight and resilience and by their dedication and loyalty.

both on and off the job Discharging social responsibilities through the institution of Seva Trust Reviewing constantly and improving personnel practices Career with us: Human resource is valuable asset to our organization. who can innovate for tomorrow and will be the face of the company. Sarlanagar 485772 District. We offer job enrichment and enhancement opportunities at all levels.          Well defined system.co. Right environment with latest infrastructure matched by knowledge and acumen of our professional make the promise promising future. rules and procedures Goal oriented appraisal system and counting Encouraging openness. Maihar Cement P. Satna.O. Madhya Pradesh Tel: 07674-277067/68 Fax: 07674-277806 Email:personnel@maiharcement. Contact Address: Central Recruitment Cell C/o.in Page | 12 . High calibre young professionals with proven talents in diversified will be preferred. participation and cooperation Synchronizing personal aspirations with organizational goals Enforcing professional values and code of conduct Providing opportunities for growth and advancement Prompt grievance redress system Improving quality of life.

Resistance to corrosive water and chemical attacks and thereby longer life to steel/iron structure underneath. Higher ultimate strength at longer duration. which earlier was the forte of OPC. Portland Pozzolana Cement and4 Portland Slag Cement. PORTLAND POZZOLONA CEMENT (PPC) Advantages      Low heat of hydration resulting in resistance to cracking. High degree of impermeability and workability for the concrete mix. Lower drying shrinkage and low leaching value. resulting in –  Complete chemical reaction  Easy workability  Increased plasticity   Reduced alkali aggregate reaction as also free lime expansion and thereby resistance to cracking. its use is rather imperative for the following construction works. However due to its special attributes.e. PPC can be used for any kind of construction.      Hydraulic Structures Mass concreting works Marine structures Masonry Mortars and Plastering Under aggressive conditions Page | 13 .About Cement Century Cement produces 100% blended cement i. The motivation for the production of blended cement has been primarily with the aim of preserving limestone reserves and environment. Higher degree of fitness.

PORTLAND SLAG CEMENT (PSC) Advantages      Avoids premature repairs Maximizes durability and serviceability Maximum return on investment Minimum cost due to nice surface finish & slimmer constructions Facilitates speed of construction Uses  All types of constructions like residential. culvert. roads. bridges etc. roof.  Mass concrete works like dams.  Fineness of cement . drain. o Better workability Page | 14 . sewer etc. o Smooth finishing work. canals.Fineness can be defined as a measure of specific surface of cement.  Construction under sulphatic environment conditions   Heavy foundations like machine/pile foundations Sea-shore construction PROPERTIES OF CEMENT5 Physical properties  Standard consistency of cement – This is the percentage of water by mass of cement which will make a standard paste. high rise and commercial buildings  Underground construction like foundation. which will permit a plunger having 10 MM dia and 50 mm length to penetrate to a depth 33-35 mm from the top of the mould surface when sink into its own weight. Advantages o Finer cement offers a greater surface area for hydration and hence faster development of strength.

728 days. Soundness of Cement – It refers to the volume stability of hardened cement. it is the duration after which the cement loses its plasticity and becomes rigid. COMPARISON OF COMPRESSIVE STRENGTH OF CEMENT 700 600 500 Strength kg/cm 2   640 565 490 450 370 310 290 260 600 540 550 570575 590 520 450 OPC 360 320 400 300 200 100 0 3-D PPC PSC 7-D 28-D 90-D DAYS 18O-D 365-D Page | 15 .Disadvantages o It is more susceptible to air set and early deterioration o Responsible for drying shrinkage of concrete  Setting Time – In the initial setting time we have the time elapsed between the moments that the water is added to the cement to the time that the paste starts losing its plasticity. During this time the peak temperature is reached and finally the cement starts to harden after the lapse of final setting time. On the other hand. in the final setting time. The expansion may take place due to free lime. magnesia and/or calcium sulfate in the cement. In particular there should not be any expansion otherwise under restrained conditions cracks may develop. Compressive Strength – It is a measure of strength gain of cement mortar cube (mixed as per standard manner and standard materials) at 3.

P.1990 SULPHATE RESISTIMH PORTLAND CEMENT : IS 12330 – 1988 WHITE PORTLAND CEMENT : IS 8042 – 1989 Page | 16 .Different types of cement6 ORDINARY PORT LAND CEMENT 33 Gr. 43 Gr : IS 8112 – 1989 53 Gr : IS 12269-1987 43 S Gr : IS 8112-1989 (AS AMENDED) 53 S Gr : IS 12269.1991 (PART-1) PORTLAND SLAG CEMENT : IS 455.C.1989 HIGH ALUMINA CEMENT : IS 6452.1987 (AS AMENDED) PORT LAND POZZOLANA CEMENT (FLY ASH) : IS 1489. : IS 269 – 1989 HIGH STRENGTH O.1989 RAPID HARDENING PORTLAND CEMENT : IS 8041.

keeping and growing customers through creating.” On a more specific sense. unique function of the business. Marketing mainly concerns with a business discipline that focuses on a firm’s marketing techniques and the firm’s marketing resources and activities. The report aims at studying the marketing environment that prevails in the particular region and the details that can be derived out of the same. Page | 17 . it becomes important that we analyze the basics. However. research is an art of scientific investigation.LITERATURE REVIEW Before starting on. the business enterprise has two – and only these two – basic functions: marketing and innovation. all the rest are costs. 7 Philip Kotler and Kevin Lane Keller define marketing management as “the art and science of choosing target markets and getting. but nevertheless it proposes a finite sense of study that is mainly achieved by ways of a detailed analysis of the prevailing conditions that are existing in the market. While working on the project. In fact. By 8research we mainly mean scientific and systematic search for pertinent information on a specific topic. the report doesn’t exactly has a scientific nature attached to it. what is to be noted is the fact that not all form of theory or rather all the facets of a particular proposed logic or idea might apply entirely to the project. This is the reason why there are certain aspects which are more relevant in comparison with those of another. concepts have been applied keeping in mind the theoretical implication that goes along side with it. Marketing is the distinguishing. From this report’s perspective another facet which comes along with marketing is the fact that research also has an exceedingly important role to play. The Advanced Learner’s Dictionary of Current English lays down the meaning of research as “a careful investigation or inquiry especially through search for new facts in any branch of knowledge. Marketing managers have their roles ranging from providing a holistic view for the entire organization. The above talks about the generic nature of the marketing as an activity and how the same can be integrated in the organizational perspective in order to generate the ultimate goal: maximization of shareholders wealth.” Well. to study the company in a more detailed manner. Marketing and innovation produce results. marketing can be defined as the acquisition. Nevertheless. retention and enhancement of business from the customers at a profit to the business.” Peter Drucker has defined marketing as “because the purpose of business is to create is to create a customer. delivering. and communicating superior customer value. there is no intention to undermine the nature of anyone’s observation.

incorporating knowledge from secondary information analysis. The main element that goes under this form of research is the fact that the researcher has no control over the variables that exists and the main job that exists for him is just to report what is happening and what needs to be happening. the nature of research that has been undertaken is descriptive in nature.  STEP 3 – Research Design – This is arguably the most vital step in marketing research. They take vital decisions based on this research report. The simple data can be handled easily while the complex set of data requires various market research software.Continuing with the research aspect.  STEP 2 . When we are working on our objectives we are assessing our team’s marketing skills. structural equation modeling and data mining.Identifying and defining the problem – Our problem needs to be identified with one or two levels of the management. cross tab analysis. This step is most vulnerable to the typical research errors. Steps in Marketing Research10 There are mainly six steps that are involved in the process of marketing research. We might use any of the above methods or a combination of few.  STEP 4 – Collecting the data – After we have worked on our research design. perceptual mapping (multidimensional scaling). questionnaire design. Some also approach the marketing research experts here. Based on step 1 and 2 we develop a framework on which this step is apparent. establishing a budget and then understanding the environment and its influencing factors. methodology selection. question measurement & scale selection. factor analysis. Page | 18 . Here we work on approaches like. qualitative research. They are as follows:  STEP 1 .Developing an approach – Our approach should be developed around a clear set of developed objectives. Sometimes we might need further definitions of the problem as there might be several tools for the particular solution. 9Descriptive research refers to the description of the state of affairs as it exists in the present. it is here that we use the finalized questionnaire on the respondents. developing a model and then formulating a hypothesis.  STEP 5 – Performing data analysis – All the analysis can be done on the basis of the questionnaires that we have prepared. cluster analysis. sample design & size and determining data analysis to be used. multiple regressions (driver analysis).  STEP 6 – Reporting and Presentation – All the critical information that we have collected is presented in front of the decision makers. Types of analysis that might be performed are simple frequency distributions.

The format of the question might be such that it suggests a particular form of answer and this makes the entire process of market survey gets defeated. the person who studies the data for his analysis might have certain vested interest in obtaining a particular result. i. There are certain inherit bias that are involved in marketing research. Analysis – In spite of everything going right. This makes the process biased. iv. As mentioned before. Study Design – Sometimes the questionnaire who asks the question forms it in such a way that it invariably applies to a particular form of answer. Bias in Marketing Research11 In spite of its widespread application. especially since the nature of the report is descriptive. Poor Selection Criteria – These refer to the people who are selected for marketing research.From a critical perspective. marketing research has been often been discussed as an imperfect science. Things get worse if the segment of population doesn’t aims at our target segment. They are as follows. Non-random selection – Bias can come when the survey of population that is selected belongs to only one particular segment of the population. all the steps that are enlisted have been duly undertaken and care has been taken to ensure that the report is free from any form of human biasness. ii. However forms of externalities like error on part of the respondents or any kind of false information are difficult to both trace and remove. In order to avoid this we must use someone who is objective in his approach. then the entire research falls flat. iii. Page | 19 . due care has been taken to minimize any form of error whatsoever that might occur during the preparation or working of the project. If the people who are being questioned don’t fit adequately.

Secondary Sources of Information – These are the information that is collected by persons for purposes other than the solution to the problem at hand. ii. iii. These models are less frequently used in marketing. iv. Simulation – Various factors like expenses. Also generally no research is undertaken without finding out the available secondary sources of information. He just observes what happens. Information when communicated can be in the form of surveys and can be included from various stakeholders. It is here that we construct a model of the operational situation and experiment alongside it. They are described below. Simulation can be defines as a set of techniques for manipulating a model of some real world process for the purpose of finding numerical solutions that are useful in the real process that is being modelled. Page | 20 . Here he might manipulate at least one assumed casual variable.Sources of Marketing Information12 We can mainly identify the following sources of marketing information. Information from Respondents – Here we might work on the behavior of a person for obtaining information where people’s action is investigated or for that matter even predicted. i. Such information is less error prone than the communicated one. He doesn’t assume any kind of a casual variable. Information when observed is done such that we are analyzing the behaviour of the people. but conceptual models are constructed for obtaining information on combination of variables. In controlled experiments the investigator intervenes beyond the measured purpose. This is called simulation. This is mainly because secondary sources have lower costs and they might solve the problem without the help of primary data. Information from Natural and Controlled Experiments – Natural experiment is one where the investigator intervenes only till required for experimentation. The information can be either communicated or observed. time involved doesn’t allow on-field experimentation.

All the respondents have been personally interviewed and this creates a personal touch to the task. Thus. this method is again awkwardly flawed in nature as the respondents have to invest their time in filling the questionnaire. While talking about dealer’s attitude we are discussing that some customers may be timid while others may be aggressive.Customer Questionnaire13 Of all the methods that are involved in measuring a particular form of marketing research. Questionnaire are one in which we obtain opinions and perceptions about the organization’s products or services. These methods can however be costly and time consuming. It is this dealer attitude that is of vital importance while evaluating the aspect of marketing and its inherent applications. These are just some of the factors that influence the dealer and his attitude while forming a particular decision. A person’s attitude is said to be linked with other attitudes. Also people who take the pain in filling a questionnaire are one who is strongly biased towards a particular issue. The most detailed and useful information is one which is obtained using a mailed-questionnaire method. Attitude14 Kotler has defined attitude as. music. Page | 21 . and social ways. Also a person’s attitude tends to get static over a period of time. “attitude is a person’s enduring favorable or unfavorable evaluations. customer questionnaire is one which is arguably the most popular. we can discuss it in the same light as we have defined attitude above Dealer attitude is one of the many other psychological factors – the others being belief. in this project all form of data is collected using this method. perception. Normally organizations ask the respondents to grade the answers on a scale of 1-5 or 1-10 against a set of pre-defined questions. Attitudes make people behave in a consistent manner towards similar objects. The most successful form of research being the questionnaire method. in refinement to the mail questionnaire the organization can engage in phone calls with their respondents. emotional feelings and action tendencies towards some object or idea. People try to either move towards it or move against it. One might have a traditional view of life while others might be comparatively modern. In questionnaires. However. However such methods don’t provide a solution to the problem as posted by the consumer. lifestyle. Dealer’s Attitude & Survey When we are discussing dealer’s attitude. motivation. customers are asked to furnish answers on what they think about the organization’s product or services.” He says that people have attitude towards almost everything in life-clothing. Thus a person’s change in attitude requires major adjustments in those of other attitudes.

clarity or emotional impact of a message to an audience. Dealer surveys can communicate what is most important to the dealer in terms of our relationship with them. They are. Dealer surveys can give insight into market trends and behaviours. They are. Dealer’s survey can help in evaluating the purchasing attitudes of customers. They also help in revealing the audience preferences for design. Once the process of customer attitude survey is done. features and benefits.        Dealer’s survey can help developers of products. we then move on to identifying the solutions that have come up as a part of our analysis.A dealer attitude survey is one which helps the organization by means of following     Measure customer satisfaction levels Improve customer retention Gauge interest in new products and service offerings Pinpoint areas for improvement There are mainly 3 stages of this customer attitude survey design.    Dealer Attitude Survey Design Dealer Attitude Survey Administration Dealer Attitude Survey Analysis Each of these stages is vital in the process of customer survey. Customer attitude surveys measures the effectiveness. Importance of Dealer’s Survey16 We can mainly highlight the following important points with respect to the advantages or significance of a dealer’s survey. Dealer’s survey can reveal how the market feels about our competitors’ products and positioning in the marketplace. services or programs gauge the market's response to new development concepts. Page | 22 .

‘A distribution or marketing channel comprises a set of interdependent institutions and agencies involved in the process of making a product or service available for consumption or use. The descriptive nature of the report is important as here the nature of research will involve the questionnaire approach that is me visiting the dealers and finding out the details as and which is necessary from the organizational point of view.The research that is carried out in this report is also inherently descriptive in nature. A detailed observation of the same will be later mentioned in the analysis section. I have briefly discussed the distribution network in my introduction of the report. Adding on to it. ‘Business channel management is the process of designing a set of marketing and distribution arrangements that fulfill the requirement and preferences of targeted market segments and customers. my main crux of the topic related to the dealers and sub dealers that were involved.’ In this respect.’ From the organization’s point of view. This is the market where I am to operate and had to work on. and constructing offerings for the resellers that build marketplace equity. Page | 23 . we have discussed the basic that is the definition that go along with the basic idea of marketing and research. the dealers are the most important point of connection in the supply chain network. Next we go on to more detailed concepts like distribution channel. I was to work on certain pockets that were mainly in the Kasba region. creating value through direct sales forces and logistics system. Kalighat area and the most important Behala-Thakurpukur market. In the above section.

I am expected to find out the following that in a way act as the objectives which gets derived out of my study. The brand wise market share of individual cement brands. Percentage of wholesalers and retailers. Page | 24 . Pocket wise market penetration strategy of various brands. By means of survey conducted in the market. e. d. c. The total market volume. b. Nature of the customers as well as the nature of the dealers.STATEMENT OF THE PROBLEM My topic for this project is “Study of Cement Marketing through dealers’ network in various parts of Kolkata”. a.

This method is used in two forms namely personal interview and through telephone interview. using mechanical devices etc. While working on the research methodology. Observation method Interview method Through questionnaires Through schedules Other methods which include warranty cards. consumer panels. Primary data are those which are collected afresh and for the first time whereas secondary data is one which has already been collected by someone else and which has already passed through statistical process. ii. iv. Interview Method17 This form of collecting data involves presentation of oral-verbal stimuli and reply in terms of oral-verbal responses. Research methodology on the other hand refers to a systematic way of solving a particular problem. The former relates to the interviewer has to collect the Page | 25 . the available data and the unknown aspects of the problem have to be related to each other to make a solution possible. iii. Since the objective of the research is to arrive at a particular solution. When working on the methods of data collection we are to understand that there are two types of data namely primary data and secondary data. The personal interview form mainly involves the interviewer involved in a fact to face contact with the other person.RESEARCH METHODOLOGY15 Before moving on to the methods that are involved in research. it becomes important that we differentiate between research methods and methodology. I will be mainly focusing on the interview method and questionnaire. distribution audits. Research methods can be understood as all the methods or techniques that are used in conducting a research. pantry audits. v. A detailed explanation about them is given below. The investigation can be either direct personal investigation or indirect oral investigation. It refers to not only the research methods but also considers the logic behind the methods that we use in the context of our research study and explain why we are not using others so that the research results are capable of being evaluated either by the researcher himself or by others. They are the methods that the researchers use in performing research operations. The collection of primary data can be done through several methods especially through i.

Merits of personal interview     More information and can be collected.information personally from the sources concerned. Surveys are restricted to respondents who have telephone facilities. Merits of telephone interview     It is more flexible in comparison to mailing methods. People of varied income groups might not be easily available. Extensive geographical surveys are restricted by cost considerations. It is faster. Recall is easier as call-backs are easier and economical. There is a possibility of bias either form the respondents or from the interviewer himself. Provides greater flexibility. The interviewer can overcome the resistance of the respondents by his own skills. Page | 26 . It is not a very widely used method. It is a cheaper method. Possibility of the bias on part of the interviewer is relatively more. Personal interview can be obtained easily. Demerits of personal interview     It is an expensive method. The telephone interview method on the other hand involves collecting the information on the telephone itself. Indirect oral investigation on the other hand relates to the interviewer cross examining other persons who are supposed to have knowledge about the problem under investigation. This method is more time consuming. Demerits of telephone interview     Not much time is given for the interviewer to answer.

In questionnaires. it was important that I regularly interact with the dealers and hence personally avail the critical data which is required for the working of my project. The ethical issues can be classified in two respects .Questionnaires18 Of all the methods that are involved in measuring a particular form of marketing research. In the same way when we are talking speak of ethics in context of marketing research activities. The most detailed and useful information is one which is obtained using a mailed-questionnaire method. Normally organizations ask the respondents to grade the answers on a scale of 1-5 or 1-10 against a set of pre-defined questions. attempting to secure information from individuals who are unwilling to respond. These methods can however be costly and time consuming. customer questionnaire is one which is arguably the most popular. we are dealing with the judgment that certain types of research activities are inappropriate. Also people who take the pain in filling a questionnaire are one who is strongly biased towards a particular issue.issues with respect to the treatment of respondents and issues relating to treatment of researchers. Questionnaire are one in which we obtain opinions and perceptions about the organization’s products or services. and delving into the privacy of an individual who are unwilling to respond. In addition to the above discussed primary data sources. Such questionable activities of individuals for testing a new product. The various details are very vital for the company and this collection of these would have been possible only through personal interaction. Page | 27 . customers are asked to furnish answers on what they think about the organization’s product or services. However such methods don’t provide a solution to the problem as posted by the consumer. However. Thus the issue of ethics is very vital in research methodology. The reason why I have chosen the following as my primary data sources is that for my project. this method is again awkwardly flawed in nature as the respondents have to invest their time in filling the questionnaire. Ethical issues involved in research methodology19 When we are talking about ethicality we are denoting morality and matters which are right and wrong. I might also be working on secondary data which will be provided by company.

but is potentially damaging to the researcher and the firm as well. If it has been agreed to or promised. It is unethical for users to solicit unique designs or concepts not commonly available and then to deliver it to another researcher for execution. Thus there hasn’t been any hypothesis proposed.Issues relating to the treatment of respondents There are mainly two issues that are addressed by American Marketing Association (AMA) i. Issues relating to ethical treatment of researchers There are mainly two issues that are addressed by American Marketing Association (AMA) i. The distortion of results not only misleads the audience. Page | 28 .     The respondents should have the freedom to choose whether ro or not to participate in a study. The activity must be research and not have as its real purpose the sale of merchandise to the respondent. The first of these obligations is that the user shall not knowingly disseminate conclusions that are inconsistent with or not warranted by the data. Tybout and Zaldman have together suggested the following rights which are important for the participants. on the basis of which another set of statement that follows can be accepted or refuted. However. Another possibility is that the client will utilize the information obtained from proposals and incorporate the researcher’s ideas into a project that will be carried out by his or her own staff. ii. Researchers rightly regard these techniques as being proprietary. The nature of the study here is exploratory that is objective . one thing to be noted is the fact that this report is devoid of any form of descriptive or hypothesis testing research. The researchers should try to convince consumers that the research activities will ultimately benefit them with products and services that will be more attuned to their needs. the participants’ anonymity must be protected. The respondent’s anonymity should be maintained and that he/she should be protected from physical or psychological harm. The respondents must be informed on all aspects of the research. ii.

Sulphate Resisting Portland Cement. Oil Well Cement.ANALYSIS Cement Industry in India Cement industry can be considered to be one of the sunrise industries that the country has. The induction of advanced technology has helped the industry immensely to conserve energy and fuel and to save materials substantially. Yerranguntala (Andhra Pradesh). Birla promoted Zuari Industries’ cement plant in Andhra Pradesh. Grasim has also acquired the cement business of L&T. Gulbarga (Karnataka). Swiss cement major Holcem has picked up 14. Portland Blast Furnace Slag Cement (PBFSC). The cement industry in India has gone over a consolidation phase. Production capacity has gone up and top cement companies of the world are vying to enter the Indian market. Some examples are Gujrat Ambuja taking a stake of 14 per cent in ACC and taking over Rassi and Sri Vishnu Cement. Today cement industry comprises of 125 large cement plants and more than 300 mini cement plants that is again increasing on an everyday basis. Lafarge. global demand and increased activity in infrastructure development such as state and national highways. The origins of Indian cement industry can be traced back to 1914 when the first unit was setup at Porbandar with a capacity of 1000 tonnes. There are 10 large cement plants owned by various state governments. Page | 29 . Indian cement industry is currently ranked second in the world. Foreign cement companies are also picking up stake in large Indian cement companies. The Cement Corporation of India. Portland Pozzolana Cement (PPC). which is a central public sector undertaking has 10 units. the French cment major has acquired the cement plants of Raymond and Tisco. thereby sparking off spate of mergers and acquisitions. Chandrapur (Maharashtra). Cement industry in India has also made tremendous strides in technological upgradation and assimilation of latest technology. Nalgonda (Andhra Pradesh). Presently. Bilaspur (Chattisgarh) and Chandoria (Rajasthan). Driven by a booming real estate sector. and German cement company Heidelberg Cement has entered into an equal joint venture agreement with S P Lohia Group controlled Iondo-Rama Cement. the cement industry has witnessed tremendous growth. Indian Rayon’s cement division ad Sri Digvijay Cements.8 per cent of promoter’s stake in Gujrat Ambuja Cements (GACL). Rapid Hardening Portland Cement. Holcem’s acquisition has led to the emergence of two major groups in the Indian cement industry. White Cement etc. Italy based Italcementi has acquired a stake in the K. the Holcem-ACC-Gujrat Ambuja Cements combine and the Aditya Birla Group through Grasim Industries and Ultratech Cement.K. 93 percent of the total capacity of the industry is based on modern and environment-friendly dry process technology. Indian cement industry has also acquired technical capability to produce different types of cements like Ordinary Portland Cement (OPC). Some of the major clusters of cement industry in India are: Satna (Madhya Pradesh).

deliveries are made from the godown to the appointed dealers as per their requirements. Hence the entire responsibility of the material goes to the dealers. Ramtech Industries Ltd. Ramtech Industries Ltd. Materials are delivered on the basis of companies challan issued by the carrying and forwarding agent and the challan is then counter signed by the authorized transporter of the respective dealer. Distributors As soon as the rack has being placed at the damp/railway siding. the balance materials are stored at the godown. Basak S. K. Ramtech Industries (P) Ltd. As soon as the transporter acknowledges the materials and signs the challan. Maa Kali Agency Agragami Distributors R. Burdwan. Shalimar. The following are the handling agents for the dump: DUMP           Cossipore Shalimar Kalighat Kalaikunda Burdwan Bandal Malda Siliguri Saithia Berhampure HANDLING AGENT Jagannath Paul. Again. Siliguri. Berhampore. Bandel.Distribution pattern in West Bengal In West Bengal Century Cement distributes its cement through handling agent and direct sales. few of the materials are being delivered directly to the dealers on the basis of programmed of dispatch given by the company. Kalighat. the company’s liability ends. Page | 30 . Basak Maa Kali Agency A. Through the authorized transporter of the dealers. Century Cement has got its dump in Cossipore. Saithia. Malda. The dealers give the transport charges to their authorized transporter. Kalaikunda. One copy of the challan is sent to the company’s sales office for the preparation of invoice.

It contains all the details that are important from Century Cement’s point of view. we see whether sales are made directly from the co. Note that this information proved to be quite helpful as confirming the details of the dealers with other dealers gave away the falsifying information that would have otherwise occurred. The next question asks about the whether the dealer wants to take an agency of some brand in the future. The security deposit part is mentioned to find out what amount the dealers had to pay in order to get the agency. Also there is a section to find out the interest that the dealer expects out of the security deposit. it also lets us know about the gap that exists in the market and how can it be duly taken care of. The next column which talks about the main dealers in the area is done in order to cross check on the materials handling capacity of the other dealers in the area. The reason for such biasness is normally because the dealer might be getting more commission from a particular brand. which is done to show that it might not always be such that the owner is available at desk. without getting into the details. Then we have something in the form of credit period that the dealer provides. we have the sales that are what percentage of sales is in the form of wholesale and what is in the form of retail. Here both the office and residential no. were sought by. Next we have the phone no. Page | 31 . In the quantity sold portion. This will not only let us know about the popularity of a particular brand. They might also have a manager concept prevalent. of the organization. however the respondents normally replied with only the office no. or from some other that is acts as a sub dealer of sorts. first there are general questions that are in the form of name. or from someone else. provides some kind of such scheme or not or rather whether the dealer has availed any of such scheme or not. Next we see a column that is probably most important from the organization’s point of view. Next the questionnaire asks the dealers as to what are the brands that he personally prefers out of a given set of brands that he stocks. and finally we have the volume target scheme which mentions whether the co. Then the duration of dealership provides how long has the dealer been in business which is provided to bring forward the experience element of the dealer. It has a detailed bifurcation with respect to the amount that is purchased and sold. address and who is the owner of the shop. Thus this kind of provides a statistical check. Simply put. Rarely has this interest exceeded the rate of interest provided by the banks. This is done with the reason of finding the dealer’s biasness for a particular brand and to what extent. There is a column of ‘person met’. it is done to find out whether a particular dealer purchases directly from the co. In the purchase column.Explanation of the Questionnaire In the start of the questionnaire.

Almost the entire dealers quoted that about 60-90 percent of their parties were the customer themselves while there were quite a handful of parties that said that customers come along with the mason as well and that the contractor himself comes along for the purchase. The next set of options talks about the behaviour of company representatives and how frequently they visit them. This is true especially during the rainy season. Also the accounting system that each company has separately with the dealer is kind of vital from the organizational point of view. The next aspect talks about the intangibles that are involved with respect to the cement that the dealer is using. then slightly miscalculation on part of packaging from the company’s side makes a huge difference. the ‘mistri’ is very important. Here the availability of cement with regards to an unforeseen demand is important that is during a particular month if the demand for cement exceeds the normal average for the dealer. There were many instances when the dealer used to stock certain brands of cements while for the wall hoarding they show only a particular brand. the contractor becomes a more vital reason for purchase. Finally I got quite a varied response when it comes to the packaging of materials. This was owing to the fact that cement takes up a huge space when it comes to the inventory and if some of it is left in the open. The next question asked about the fact that whenever the purchase of cement occurs. About the question of mergers in the industry and how it will affect their operations. One reason why most of the dealers said that the customer himself comes along is that the nature of the residences that were going on was surprisingly individual homes instead of the normal high-rise apartments that Kolkata is so used to. Page | 32 . On the other hand for people who purchase flats and are less involved. The dealers however didn’t bother much about this as the company representatives themselves later got the wall done in various time periods. The next form talks about the various forms of promotion techniques that are possible for the various cement brands. The dealers were normally impressed with ACC’s packaging while on the other hand they were not so impressed with Lafarge’s packaging. Similar importance is given to the sign boards as well. Wall painting is an important aspect as the same is the most visible feature of any cement market. Few of the shopkeepers have also said that they themselves have helped the cement customers decide on the industry.Next question asks about the fact that who influences the purchase of cement customers. none of the dealers had any idea and this in a way made the question kind of redundant. For those who are preparing their own houses and hence are more involved in the raw materials that go in. what are the various parties that are there as customers.

It also mentions the full address of the dealer and their contact details. There is something called as the market penetration strategy that relates to all the brands that have been covered. In the former the customer involvement is arguably more. This was owing to a few limitations that had come up while working on the questionnaires. It mainly consists of the purchase capacity of the individual dealer and the credit period that is involved.Analysis with respect to the set of objectives The main aspect of the questionnaire that is vital from the organizational point of view has been discussed in the annexure. My study is not to be confused with some kind of survey in the way Century Cement was operating in the market. for probably further selling. The dealers on the other hand were also a healthy mix of both the wholesalers and the retail dealers. Then there are the details that belong to the credit period of the dealer with the companies involved. The way in which the same can be achieved is by overcoming the negative points that has been pointed out so well and henceforth creating Page | 33 . there was Lafarge that was dominant in the Behala and Thakurpukur region owing to the fact that the C&F of Lafarge was nearby and this made transportation easy. The penetration strategy that has been concerned with mainly concerns with market where there is some form of gap that has been existing and henceforth is a more or less maturing market. Well. These markets are also one that has reasonably matured over a period of time and as such there is intense competition that needs to be crossed before Century can do the required amount of cross hold. Also the idea of wholesaler also kind of generates from the fact that these lot deal in bulk. The wholesale dealers are one who operates in bulk and from whom the dealers later purchase the materials. The nature of the customers was in a way a mixed lot. each market was dominated by certain individual brands. The total purchase that is involved gives us an idea about the total market volume for that particular dealer. It was more of an analysis of the existence of other cements in the market and how Century Cement can make a foray into the same. Lafarge was on the other hand not a dominating player in the Kasba region. For example. Well one thing to be noted is the fact that all the markets that I had operated under didn’t have any kind of or rather negligible presence when it comes to Century Cement. It might not necessarily refer to the traditional idea of wholesale that exists in the distribution channel. The next objective consists of the brand wise market share that was worked on during the market. The reason why I have not done the same is because of the fact that I was unable to cover all the shops that were there in a particular region. There were elements of customers coming for either construction of their own house or for that matter construction of the flats. If we add up the total volume of a particular set of market then we get the total volume for a particular market. This form of market is one where there is a chance for other cement companies to enter.

It is nothing else but an extension of the earlier data that has been derived. the percentage of wholesalers and retailers can also be derived out of this data that has been provided. Page | 34 . This has been pointed out but again needs to be strengthened that the idea of this survey is to find out the installed capacity that exists with respect to dealers that is they are operating to what level of their capacity and to what extent.an unparallel cement company that is inherently devoid of the usual flaws that exists in other cements. Finally.

g. There Page | 35 . I had proposed a business model in which the no of shops that are operating in a particular location be brought down. they need to be consulted when there is a shift in the way the packaging needs are taken care of.  The price determination of the cement industry is not something that is completely determined by the owners themselves. They can always control the supply side of the model by limiting the supply in case any kind of problem arises. That is abysmally low and again it would make sense if the same could be taken care of. there was a marked difference that was noted in the packaging that was provided by ACC and say Lafarge Concreto. they will be able to book higher profits and accordingly be able to make the necessary adjustments that are otherwise so difficult at the sales part. While the survey was being conducted. 500 that a dealer invests. as there they are still having their profits guaranteed.  There was a sense of resentment amongst the cement dealers that they don’t have that much of power in their hands when it comes to making decisions that are in a way slightly strategic in nature. This is the prime reason why there has been a huge no of cement shops that are located in or around a particular area. and this makes the competition associated with it kind of extremely cut throat. For instance. This will make the dealers market a lot more cartelized. as part of changes that I found were necessary and needed to be looked into. but at the same time one thing to be noted is that since they will start dealing in bulk. of issues and observations that had invariably led to certain recommendations. it is not that much of an issue. Lesser amount of investment on part of the investor as a part of the cement model would probably make a bit more sense as compared to the high rate or investment that is currently followed now.  On account of the physical properties. no matter what. the return on investment in the cement industry is as low as Rs. This is owing to the fact that the company is so particular about the packaging that is done in the bulk that they are not much concerned about the cement that is dealt in smaller quantities. On the part of the company. 5 for Rs. there were quite a no.CONCLUSIONS AND RECOMMENDATIONS This project has been prepared keeping in mind the format as prescribed by the college. E. There is a huge element of demand supply determinance that is the price being determined by the interaction of the market forces. What needs to be noted is that these changes are merely suggestive in nature and I sincerely hope that a few of them could be seriously considered.  The business model of cement industry needs a big overhaul. This is done on the basis of say people who don’t deal with ‘x’ no of tonnes of cement are not allowed to work on the same.

there is a brief SWOT analysis that has been done for Century Cement. STRENGTHS o The production capacity utilization is over 90 percent. there is a rising issue that has come up with regards to the issue of quality.  There is a rising concern over the gradual rise of the mini plant dealers in the state. In accordance to the same. The fact that the real estate and infrastructure market is here to stay makes it extremely promising from the organizational point of view. but the overall impression about the packaging was good. Plus there were other instances where cements with Birla names were coexisting and this made it kind of difficult for Century which now had existed as Birla Gold to make its own name.were very few people who had spoken about Century Cement.  Even though my survey was to centre with the fact that I wasn’t to show any inherent bias towards any particular brand of cement. These manufacturers are the one who don’t follow all the traditional methods that are involved in the manufacturing process – especially when it comes to the extracting process. Still the question of profits is something that has interested a lot of dealers in stocking these cements which are a ready hit in the suburban areas of West Bengal. There was no set rationale which was derived out of this move of brand makeover. SWOT ANALYSIS Thus in accordance with all that has been discussed. The reason for Century not doing well is because some time back it had went into a brand makeover and this had led it to losing some of its credibility. Cement is one commodity on whose quality people are not willing to compromise. they are able to make considerably higher amount of margins as compared to their other counterpart. Thus a lot of advertising and other form of promotion is necessary in order for Birla Gold to make a mark. The good news is that Century still hasn’t been forgotten and had an excellent reputation. Page | 36 . I made it a point to find out about the performance of Century Cement. In this way. Thus on account of the fact that they have discounted a part of the processing stage and hence have not incurred any capital expense. whatever is done from their side will be taken in a positive direction only. Thus if there could have been ways by which the same could have been controlled then it would have made a significant impact to the way the raw materials was handled.  Cement industry is something that is dependent a lot on other natural resources that are present in the nation.

high sets of advertising is a must. o The Indian core industry is clocking excellent growth over the last year. They are much sought after in the infrastructure and housing sector. o The demand of cement has been excellent in the recent past acknowledging it to be nothing short of a sunrise industry. again making the cement industry a direct beneficiary. which is again largely market deterministic. o It is a qualified ISO: 14001 certified company. o Cement when ordered in small parts turns out to be a low order commodity and hence long transportation adds on to the cost of the commodity. o The packaging is well received as compared to many popular counterparts. especially when it comes to Ambuja and ACC as their counterparts. o The FDI in the infrastructure sector is going to increase in the coming years. o The low cost of return that is involved in the cement market that again makes it highly unattractive. especially since it carries an important functional attribute. quarter after quarter so that is also a positive sign. which makes it kind of preferred. What is needed is that they must be a lot more proactive and responsive from their side. Page | 37 . WEAKNESS o The marketing team of the Birla Gold doesn’t have a very good relationship with their channel partner members. o The competitors are much ahead with their promotional activities as compared to Birla Gold that makes things extremely difficult for them.o Presence of ‘bleakness’ makes it a preferred brand. Thus what is required is that they create a superior brand perception and further more for brand recall to occur. o The brand name is not perceived to be something great. OPPORTUNITY o Cement industry has no signs of slowing down in the near future and this makes it an extremely viable industry. especially for small players.

Not everyone was willing to talk when I had approached them. However the project has certain inherent limitations as well. o The small players in the market have more than just been giving the big houses the regular headache. o The prices of coal increasing on a perennial basis and this might again hamper the prospects as coal is an important commodity as a raw material. THREATS o There have been talks of Government walking in to adjust the price of the cement. The entire project was done on the basis of something called as a broad location contour that was mentioned that made things again extremely difficult for me. Page | 38 . Often this fact made the spotting of the dealers a bit difficult. something that was evident from the survey that was conducted. The nest aspect was the fact that there was no physical address given to me by the project guide. of people who are aspiring to buy houses is on the rise.o The no. simply owing to the fact that the infrastructure cost that is involved in setting up a shop is at its bare minimum. o The brand name of Century isn’t exactly diluted so if Birla Gold stems up the promotional activity they do have a healthy chance. A brief note This project was done with the intention of finding the nature of the cement market by means of visits to the dealers. A good look at the annexure points out that there are substantial fractions of the people around that are nothing else but just small dealer. o Other brands like ACC have an extremely high percentage of brand loyalty. That brought the question of conversion rate being extremely low when it comes to the no. Plus with the softening of the interest rates from the unusual high that they were in has once again made financing a viable option. Mini plants are slowly making their presence felt. I had to physically go and search for all the shops that were around and this in a way made things slightly complicated. The nature of the cement shops is something like that of a small unit. of people who were willing to respond. o A huge amount of small players are grabbing a large chunk of lower income cement base.

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DEALER/SUBDEALER/ QUANTITY RETAILER OF PURCHASE (MT) ULTRATECH (R) DURGAPUR CEMENT (R) LAFARGE (R) 10 DAYS OF CREDIT 7 REMARKS 01. Kol-78 Friends Enterprise. Ph No. Builders. Prasad AMBUJA (D) ULTRATECH (D) 120 21 GOOD Joyonta Ray Ph. 09. 1392 PM Road. No. Ph. 04.APPENDICES APPENDIX I SERIAL NO NAME & ADDRESS PERSON CONCERNED & PHONE NO. 05. ULTRATECH (D) 45 14 V. Thakurpukur Road Kol-63 GOOD 70 7 GOOD Biswanath Adhikari. 24976248 LAFARGE (D) KONARK OCL (D) ULTRATECH (R) 340 14 OKAY Page | 40 . Kol-99 Chandra Hardware. Ph.107 BT Enterprise. 45 Purbachal Main Road. No. Kol-42 S. No. 07. 1716/1A Bosepukur Road. 06. GOOD ULTRATECH (D) AMBUJA (D) 100 14 OKAY S. Ph No. 9836012831 Sukhdev Maity. No. Kol-42 Joy guru Builders. 166 DH Road. No. Ph. 03. 198 Gusanpur Kol-107 Roy Traders. K. Krishnendu Chatterjee. Sarat Park. Ph.C. Sukumar Chandra. 02. 9830187009 Tapan Kumar Das. 114 Purbachal Main Road Kol-78 Maity Hardware. 58 Rajdanga Gol Park Kol 107 Swapan Biswas. (033) 2441-3502 Haripadu Das. Kol . GOOD ULTRATECH (D) KONARK (D) 130 21 GOOD ACC (D) 70 7-15 OKAY ULTRATECH (D) AMBUJA (D) 300 14 V. 189C/1A BB Chaterjee Road. Prasad. (033) 2442-0636 Swapan Biswas. 08. Paritosh Dutta.

Kol-63 Ringtu Kundu. Pal. Arun Kr. K. No. 9433662146 C. 29/4 Satyen Ray Road. (033) 23478138 Dilip Kumar Biswas. Thakurpukur. 182 DH Road. Ph. No. Kol 88 A. ACC (D) AMBUJA (D) LAFARGE (D) 110 14 V. Roy Choudhary Ph. Roy Ph. 9433084502 Bapi Das Ph. 12 Sarsuna Main Road. Kol-141 H. BIRLA GOLD (D) LAFARGE (D) 45 14 GOOD 15. 533 A DH Road. 12. Ramnagar Gangarampur Road. Ph. Dutta 11. No. AMBUJA (D) ULTRATECH (D) 170 21 OKAY 17. 18. 9331952234 AMBUJA (D) LAFARGE (D) ULTRATECH (D) 60 variable GOOD Page | 41 . (033) 2447-4175 K. Kol-34 DB Construction. 133/2 DH Road. Nacto Enterprise. GOOD 50 5 GOOD AMBUJA (D) LAFARGE (D) 100 7 GOOD 14. Kol-61 Das Enterprise. No. Kol-08 Roy & Co. Ph. JL Sarani Joka. Kol-38 MS Iron & Co. Tamal Das BIRLA GOLD (D) ULTRATECH (D) LAFARGE (D) AMBUJA (D) ACC (D) ACC (R) AMBUJA (R) LAFARGE (R) 350 variable GOOD 60 7 OKAY 19. 274 Sarsuna Main Road. No. 13. Roy Choudhary. 79 Daspara Road.10. K. (033) 2467-3543 Sushant Chakravorty Ph. No. No. Kol-104 Pal & Sons. Maheshtala. Ph. (033) 24931032 ACC (D) AMBUJA (D) BIRLA GOLD (D) LAFARGE (D) ULTRATECH (D) ACC (D) BIRLA GOLD (R) LAFARGE (R) ACC (D) 100 7 OKAY 70 21 V. Thakurpukr. JL Sarani Thakurpukur. Kol-62 Chakravorty Enterprise. GOOD 16. (033) 24073765 9433446008 Ringtu Kundu. Nilanjan Das. Kol-61 Das Enterprise. No.

Kol-8 Mahalakshmi Stores. Ray Choudhary. 642 DH Road. Thakurpukur. Ph. No. GOOD 28. 9 SN Ray Road. 25. 9231693583 LAFARGE (D) 60 15 OKAY Pranab Roy. 187 DH Road. Kol-31 BD Enterprise. 03324880054 ACC (D) CENTURY (D) LAFARGE (D) ULTRATECH (D) KONARK (D) BANSAL (D) ACC (D) AMBUJA (D) LAFARGE (D) 2000 variable V. 67 Majedpada Post Office. A. Ph. 24. 100 15 GOOD Page | 42 . Nilima Das AMBUJA (D) KONARK (D) 30 10 GOOD Partha Das. JL Sarani. 21. 160E Bhupen Roy Road. Maheshtala. 27. Ph. 26. Kol-66 Economic Traders. Thakurpukur. Southern Builders. Ph. 9831420610 ACC (D) AMBUJA (D) LAFARGE (D) 30 None V. Kol-08 Ramesh Mallick. Thakupukr. Nabapally JL Sarani. Bosepara Road. No.20. Kol-63 Lokenath Builders. 93311745713 Kanti Ghosh. Kol-61 Subir Majumdar. A Roy DURGAPUR (D) Choudhary. 92/1 Bidhan Roy Road (West). Kol-121. Kol104 Partha Builders. 22. Kol-38 Das Trading. Ph. 9433573401 ACC (D) AMBUJA (R) LAFARGE (R) DURGAPUR (R) 110 15 GOOD Khadiram Rit LAFARGE (D) 60 15 OKAY Ramesh Mallick. No. GOOD 300 21 GOOD Narayan Chandra Das. No. Sivarampur. 23. 10. 9051295227 LAFARGE (R) BANSAL (D) PRAGATI (D) 30 21 GOOD Bijay K Das. No.

133/2 Ho Chi Min Sarani. Kol-61 Paul Enterprise. Industry Builders. 30. 406 Ho Chi Min Sarani. Kol-61 Raju Ghosh ACC (R) CENTURY (R) LAFARGE (R) 40 7 OKAY Sunil Paul ACC (D) CENTURY (D) LAFARGE (D) ULTRATECH (D) 500 variable GOOD Page | 43 .29.

3. i) Residential ii) Office b) Mobile No. /Ms.) Interest of Securit y Deposit (%) Credit Perio d Volum e Target Schem e (if any) Duration of dealershi p ACC Ambuja Century Lafarge UltraTech JP Binani Rashi Gold Ocl BirlaSamra t Others Others Others Total 5. Address Mr. Who are the main dealers of this area Name of the dealer ACC Ambuja Century Lafarge Ultratech JP Binani Rashi Gold OCL Birla Samrat Others Total Page | 44 . c) Person met 4. Fill in the blanks with appropriate answers Name of the company Quantity purchase (mt) Directl From y from othe co.QUESTIONNAIRE ON CEMENT MARKET Appendix II Area 1 a) Name b) Name of the dealing person 2. a) Phone No. r Quantity selling (mt) Whol Retai e sale l Securit y Deposit (Rs.

Have you ever thought of taking dealership of any other company in the future? Yes ( ) No ( ) If yes. then which are those brands? Why? 7. then which are those brands? Why? 8. Advertising / Sales Promotion (Write poor/ok/good/very good in the appropriate blank) Name of company ACC Ambuja Century TV Radio Wall/Shop Painting Sign Board Press Gifts Any Other Page | 45 . who influences a cement customer purchase most? 9. What have you got to say about the mergers in the cement industry? 10. What percentage of your cement customers are Reseller Contractor Individual Customer Individual customer accompanied by mason Mason 11. According to you. When a customer asks for a particular brand do you try selling other brands? Yes ( ) No ( ) If yes.6.

Lafarge UltraTech JP Binani Rashi Gold Ocl BirlaSamrat Others Others Others 12... …………………………………. Any other remarks / Opinions? Date: ……………………………… Place: ……………………………. (Surveyor’s Signature) Page | 46 .. Service (Write poor/ok/good/very good in the appropriate blank) Company Name ACC Ambuja Century Lafarge UltraTech JP Binani Rashi Gold Ocl BirlaSamrat Others Others Others Regular availability of cement Behaviour of company representatives Visits by company representatives Accounting system Packaging 13.

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