Project Report

ON
Study of Brand Promotion of Jaypee Cement

JAYPEE CEMENT DALLA

SUBMITTED IN PARTIAL FULFILLMENT FOR AWARD OF
MASTER OF MARKETING MANAGEMENT 2011-13

Under the Guidance of

Submitted by
Prof. Balaji Khune

Privi Singh
1

DECLARATION

I Ms. Privi Singh hereby declare that project entitled Study of Brand Promotion of
Jaypee Cement. Written and submitted by me to SIOM Pune, and is done under the
guidance of Prof. Balaji Khune the imperial findings in this report are based on data
collected by myself. While preparing this I have not copied from any report. I understand
that any such copying is entitled to be punished in a way that College authority deems to be
fit.

Privi Singh

Sinhgad Institute of Management pune

ACKNOWLEDGEMENT

I have great pleasure in submitting this project report entitled study of Brand Promotion
of Jaypee Cement. During the preparation of this project, I got valuable help and cooperation from many. Firstly, I would like to thank the Management and also Departments
of

JAYPEE

CEMENT

DALLA.I

would

like

to

sincerely

thank

Mr.Mahendra Singh Sales Officer, for providing me with this opportune. This project
report could not have been completed without the guidance of my project guide Prof.
Balaji Khune their timely help & encouragement helped me to complete this project
successfully.

Privi Singh

EXECUTIVE SUMMARY
In the present scenario any organization cannot survive unless it maintains
competitive level of promotional activities. The highly Changing environment and the
rapid growth renovation in all sector has made us to the competitive world.
In this competitive world it is not enough to come with variety of Product and
developed technology but there exists more faces often.
There is a saying in Hindi which is very famous JO DIKHTA HAI WAHI BIKTA
HAI.

So it is very important for every company.To provide information about

Quality, pricing Availability Brand image through the promotional programs/

technical activities.
A part from these activities the company should also focus on promoting &
designing exclusive network in the order to maximize the sale .
A lot of cement companies exists in the market and doing heavy promotional
activities so always keep eyes on him and worked comparatively better.

CONTENTS
1. Introduction of the organization
2. About the topic
3. Research objectives
4. Research Methodology
Steps of research
Data type & Data sources
Sampling method
Period of study
Scope of study
5. Data Analysis & interpretation
6. Conclusion
7. Finding
8. Suggestion
9. Limitations
10. Bibliography

INTRODUCTION

History
The Jaypee Group was founded by Mr. Jaiprakash Gaur. Jaypee Group is five decade old conglomerate
based in Noida, India, involved in various industries that include Engineering, construction , Cement,
Power, Hospitality, Real Estate, Expressways, Highways, Education and Social Commitment. Shri.
Jaiprakash Gaur, Founder Chairman of Jaiprakash Associates Limited after acquiring a Diploma in Civil
Engineering in 1950 from the University of Roorkee (now Indian Institute of Technology Roorkee), had a
stint with Govt. of U.P. and branched off on his own, to start as a civil contractor in 1958, group is the 3rd
largest cement producer in the country. The groups cement facilities are located today all over India in 10
states, with 18 plants having an aggregate cement production capacity of 24 Million Tonnes and same is
poised to become 36 Million Tonnes before October 2012.
With a single minded focus in mind, to achieve pioneering myriads of feat in civil engineering Shri.
Jaiprakash Gaur, Founder Chairman of Jaiprakash Associates Limited after acquiring a Diploma in Civil
Engineering in 1950 from the University of Roorkee, had a stint with Govt. of U.P. and with steadfast
determination to contribute in nation building, branched off on his own, to start as a civil contractor in
1958, group is the 3rd largest cement producer in the country. The groups cement facilities are located in
the Satna Cluster (M.P.), which has one of the highest cement production growth rates in India.

1979 - Jaiprakash Associates Pvt Ltd formed and sets foot in Iraq.

1981 - Commenced Hotel Business with first hotel in Delhi - Siddharth

1982 - Hotel Vasant Continental was set up

1986 - Commissioning of 1st unit of 1 MTPA Jaypee DALLA Plant (JRP) in District DALLA, MP
Formation of Jaiprakash Industries Ltd (JIL)

1987 - JIL listed on Bombay Stock Exchange

1991 - Commissioning of 2nd unit of 1.5 MTPA Jaypee DALLA Plant

1992 - Jaiprakash Hydro Power Ltd established to operate 300 MW Baspa II HE Project,
Jaiprakash Power Ventures Ltd established to operate 400 MW Vishnuprayag HE project

1993 - JIL signs MOU to develop & operate 1000 MW Karcham Wangtoo HE Project

1995 - Bela Cement Ltd incorporated to establish 3rd Cement Plant at Bela, Hotel Jaypee
Residency Manor set up

1996 - Commissioning of the 3rd cement plant 1.7 MTPA Jaypee Bela Plant in District DALLA, MP

1999 - Hotel Jaypee Palace, Agra set up

2000 - Jaypee Greens Ltd 458-acre (1.85 km2) golf centric real estate company comes into being

2001 - Jaypee Institute of Information Technology (deemed University since Nov 1 2004) set up at
NOIDA

2002 - Jaypee Karcham Hydro Corporation Ltd established to operate 1000 MW Karcham
Wangtoo HE Project, Jaypee University of Information Technology (State university), Waknaghat
set up

2003 - Jaypee Hotel Training Centre(JHTC) is set up at Agra to train students in Hotel
Management. In 2007 the institute changed it's program from a diploma course to a degree course
and increased the number of years from 2 to 3.

2003 - Jaypee Institute of Engineering Technology (Constituent Centre of JUIT, Waknaghat) set up
at Raghogarh, Guna. Later this institute was declared first private state university of Madhya
Pradesh as Jaypee University of Engineering & Technology. Also 1st Captive Thermal Power Plant
of 25 MW commissioned at JRP. Formation of Jaiprakash Associates Ltd (JAL) by merging JIL with
Jaypee Cement Ltd

2004 - Commissioning of 2nd Captive Power Plant of 25 MW at Jaypee Bela Plant

2005 - Shares of JHPL listed on BSE/NSE. First hydropower company to be listed in the country

2006 - Setting up of Madhya Pradesh Jaypee Minerals Corporation Ltd (MPJMCL) in JV with MP
State *2007 - Signing of a joint venture agreement with Steel Authority of India Ltd for setting up a
2.0 MTPA slag based cement plant at Bhilai.

2008 - Jaypee Ganga Infrastructure Corporation Ltd incorporated for implementation of 1047 km
long 8 lane access controlled expressway between Greater Noida and Ballia in UP,Chunar and
Dalla cement plants (UPPCL) in UP commissioned

2009 - Amalgamation of four Group Companies, namely, Jaypee Cement Limited, Gujarat Anjan
Cement Limited, Jaypee Hotels Limited and Jaiprakash Enterprises Limited with flagship company
JAL. Acquired Sangam Power Generation Company Ltd. Signing of MOU for setting up a 2.0
million tonnes per annum capacity cement plant in joint venture with Assam Mineral Development
Corporation Limited (AMDC). Group is setting up a Jaypee Hitech Casting Centre. Amalgamation
of Jaiprakash Power Ventures Ltd. with Jaiprakash Hydro-Power Ltd.; the name of the Company
i.e. Jaiprakash Hydro-Power Ltd. changed to Jaiprakash Power Ventures Ltd.

2010 - Commissioning of 1.75 MnTPA Jaypee Himachal Cement Grinding and Blending Plant,
Bagheri (H.P.)., 2.2 MnTPA Bhilai Jaypee Cement Ltd., Satna (Madhya Pradesh)., 1.2 million
tonnes Jaypee Roorkee Cement grinding Unit (JRCGU) at Roorkee, Uttarakhand.

Profile
Company/Organizational Profile
Transforming challenges into opportunities has been the hallmark of the Jaypee Group, ever since its
inception five decades ago. The Group is a diversified infrastructure conglomerate with business interests in
Engineering & Construction, Power, Cement, Real Estate, Hospitality, Expressways, Sports & Education
(not-for-profit).
ENGINEERING & CONSTRUCTION
The Engineering and Construction wing of the Group is an acknowledged leader in the construction of
multi-purpose River Valley and Hydropower projects. It has the unique distinction of having simultaneously
executed 13 Hydropower projects spread across 6 states and the neighboring country Bhutan for generating
10,290 MW power.
The Group has been assigned CR1 grade by ICRA Ltd. indicating very strong contract execution
capacity with best prospects of timely completion of projects, without cost overruns for projects with
average value of Rs. 2500 crore. It is the only Group in India, which pre-qualifies on its own for the
bidding of various projects that are awarded in the country.
A leader in Engineering and Construction of Hydropower projects in India, the Group has the largest market
share in the Indian Hydropower, E&C and EPC sector having participated in 54% of Hydropower projects
developed in 10th 5-Year Plan in different capacities.
JAL is the only integrated solution provider for Hydropower projects in the country with a track record of
strong project implementation in different capacities and has participated in projects that have added over
8840 MW of Hydroelectricity to the National grid between 2002 to 2009. (AN UNPARALLEL FEATURE
IN INDIAN POWER SECTOR)
The Group also has the distinction of executing three out of five Hydropower projects contracted on an EPC
basis in the country till March 2009. Two of these, 300 MW Chamera - II and 520 MW Omkareshwar, have
been completed ahead of schedule.
The 900 MW Baglihar (Stage-I and II) Hydroelectric project in Jammu & Kashmir, has been set up in the
challenging environment of the State with 22 million cubic meters of concrete, has been the largest EPC
project executed in the country in Hydropower sector, so far.
The key non-EPC projects completed across India are 1450 MW Sardar Sarovar Project, the largest water resource project in India,
1000 MW Tehri Dam, Asia's highest rockfill dam.
1000 MW Indira Sagar Power House, second largest surface power house in the country.
1500 MW Nathpa Jhakri Power House, the largest underground power house in the country.
The in-house Design and Consultancy Company, Jaypee Ventures Pvt. Ltd. (JVPL), gives JAL a
competitive edge over its rivals. The design and engineering arm has been awarded CT1 grade by ICRA
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with CIDC (The Construction Industry Development Council). This is the highest rating assigned to
consultants in the field of Engineering.
POWER
The Group with its operational projects of 300 MW Baspa-II (Himachal Pradesh), 400 MW Vishnuprayag
(Uttarakhand) and 1000 MW Karcham Wangtoo (Himachal Pradesh) is Indias largest private sector
Hydropower producer.
In addition, with 3200 MW projects (2700 MW Lower Siang & 500 MW Hirong ) coming up in Arunachal
Pradesh and 720 MW (270 MW Umngot and 450 MW Kynshi Stage II) in Meghalaya, the Group will
have total Hydropower generation capacity of over 5600 MW by 2020.
After having established a strong presence in the Hydropower sector the Group has initiated its entry into
Thermal Power Generation, Power Transmission and also forayed into Wind Power.
The Group is in the process of implementing 2 x 660 MW pit head based Nigrie Thermal Power plant in
district Singrauli of M.P. and 5x 250 MW Thermal Power plant at Bina M.P. JAL has been awarded LOIs
for 1980 MW (3 x 660 MW) Karchana Thermal Power Project and 3300 MW (5 x 660 MW) Bara Thermal
Power project in UP. Besides this, 49 MW of Wind Power plant is operational in Maharashtra and Gujarat.
The Group has also successfully implemented a Transmission system associated with 1000 MW Karcham
Wangtoo Hydro-electric project. The Transmission project consists of a 217 km long transmission line
between Wangtoo in Himachal Pradesh and Abdullapur in Haryana.
CEMENT
Jaypee Group is the 3rd largest cement producer in the country. The group produces special blend of
Portland Pozzolana Cement under the brand name Jaypee Cement (PPC). Its cement division currently
operates modern, computerized process control cement plants with an aggregate capacity of 28 MnTPA.
The company is in the midst of capacity expansion of its cement business in Northern, Southern, Central,
Eastern and Western parts of the country and is slated to be 35.90 MnTPA by FY13 (expected) with Captive
Thermal Power plants totaling 672 MW.
HOSPITALITY
The Groups hospitality business owns and operates 6 properties spread across New Delhi, Uttar Pradesh
and Uttarakhand. The 4 Five Star Hotels, two in New Delhi and one each in Agra and Mussoorie have a
total capacity of 644 rooms. Another 5 star luxury with state-of-the-art resort and SPA has been set up in
collaboration with SIX SENSES at Greater Noida with 170 living spaces. Apart from this, Jaypee Delcourt
at Greater Noida has comfortable deluxe rooms, multiple dining options, state-of-the-art wellness centre and
a promenade of lifestyle stores indeed making it a viable destination for corporate, entrepreneurs, expats
business and leisure stays.
REAL ESTATE AND EXPRESSWAYS
The Group is a pioneer in the development of Indias first golf centric Real Estate. Jaypee Greens - a world
class fully integrated complex consists of an 18 hole Greg Norman Golf Course. Stretching over 452 acres,
it also includes residences, commercial spaces, corporate park, entertainment and nature in
abundance.Jaypee Greens also launched its second project in Noida in November 2007. Indias First Wish
Town, is an Integrated Township spread over 1162 acres of land comprising one 18 hole and two 9 hole golf
facility & world class residences.
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The Group is constructing 165 km long 6 lane Yamuna Expressway project from Noida to Agra and ribbon
development on 6175 acres at five or more locations along the expressway for commercial, industrial,
institutional, residential and amusement purposes, will also be undertaken as an integral part of the project.
SPORTS
The Group has hosted Indias first ever Formula OneTM Grand Prix on 30th October, 2011. In addition to F1,
the track is also expected to host other top-level international motorsports events from 2012 onwards.
EDUCATION
People of resources must contribute towards making a better tomorrow for all. Shri Jaiprakash Gaur ji,
Founder Chairman of the Group firmly believes that quality education on an affordable basis is the biggest
service which, as a corporate citizen, we can provide. Education is the cornerstone to economic
development and the strength of 1 billion Indians can be channelized by education alone to build India into
a developed nation.
The Group currently provides education across all spectrum of the learning curve through 27 Schools, 5
ITCs, 1 Post Graduate College, 1 B.Ed College and 3 Universities catering to learning of over 23,000
students. The Jaypee education system plans to take the vision of service to society through quality
education to another plane by expanding its infrastructure to provide education to a universe of 200,000
students in less than a decade from now.
SOCIAL COMMITMENTS
The Group has always believed in growth with a human face and to fulfill its obligations it has set up
Jaiprakash Sewa Sansthan (JSS), a not-for-profit trust which primarily serves the objectives of socio
economic development, reducing the pain and distress in society.
For over 5 decades now, Jaypee Group has supported the socio-economic development of the local
environment in which it operates and ensured that the economically and educationally challenged strata
around the work surroundings are also benefited from the Groups growth by providing education, medical
and other facilities for local development.
The Group also undertakes Comprehensive Rural Development Programme (CRDP) which covers a wide
range of projects such as free medical camps, health check-ups for village school children, literacy
campaigns like Balwadis for young boys and girls, safe drinking water supply, creating huge water
reservoirs in different villages, self employment which includes tailoring classes for women and animal
husbandry. Some other important activities undertaken include the renovation of old temples, other schools
and hospital buildings in the adjoining adopted villages.

ENVIRONMENT
Every time we borrow from nature, we return it with interest.
We at Jaypee believe that harmony between the man and his environment is the prime essence of healthy
life and living. The sustenance of our ecological balance is therefore of paramount importance.
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Efforts are made to conserve ecological balance without any harm done to the local flora and fauna. The
Group has also taken green initiatives, afforestation drives, resources conservation, water conservation, air
quality control and noise pollution control and created a green oasis amidst the limestone belt at the
cement complex in DALLA.
Last but not the least, as a Group we remain committed to strategic business development in
infrastructure, as the key to nation building in the 21st century. We aim for perfection in everything
we undertake and we have a commitment to excel. It is the determination to transform every
challenge into opportunity; to seize every opportunity to ensure growth and grow with human face;
that drives us.

Major Achievements of Jaypee Group

Jaypee Group is the largest private sector hydro power producer in India with an installed capacity
of 700 MW.

13

Sardar Sarovar Dam being executed by the group is the third largest in the world for volume of
chilled concrete to be placed -nearly 7 million cum.

Indira Sagar a 1000 MW Power house is the second largest surface power house in the country.

Nathpa Jhakri a 1500 MW Power House is the largest underground power house in India.

Tehri Dam is the third tallest rockfill dam in the world, and the largest in Asia involving placement of
over 25 million cum of all types of fill material.

JP ASSOCIATES

14

15

COMPANY PROFILE
JAIPRAKASH ASSOCIATES LTD (J.A.L.) is the flagship company of the Jaypee group. The
Jaypee Group is a well diversified infrastructural industrial conglomerate in India.. The group has been
discharging its responsibilities to the satisfaction of all its shareholders and fellow Indians, summed by its
guiding philosophy of
"Growth with a Human Face
Started with a humble beginning in 1979 with construction activities, getting into cement
manufacturing was only a logical and natural diversification for the group in the year 1986. Today with the
work force of more than 50,000 committed professional manpower and the presence in almost all states of
north India and countries like Nepal, Bhutan etc.
The Cement Blending Units with an aggregate capacity of 21.3 millions tones per annum
(MTPA) at present. The Group is in the process of setting up new capacities across the nation and is
targeting a capacity of 37.55 MTPA by Division of the Jaypee Group has 7 state-of-the-art, fully
computerized integrated Cement Plants(ICPs).

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History
With a single-minded focus in mind, to achieve pioneering myriads of feat in civil engineering
Shri Jaiprakash Gaur, the founding father of Jaiprakash Associates Limited after acquiring a Diploma in
Civil Engineering in 1950 from the University of Roorkee, had a stint with Govt. of U.P. and with steadfast
determination to contribute in nation building, branched off on his own, to start as a civil contractor in
1958.

Vision
To be among the most trusted power utility company of the country providing environment friendly power
on most cost effective basis ensuring prosperity for its human.

Mission

To ensure most cost effective power for sustained growth of India.

To provide clean and green power for secured future of countrymen.

To retain leadership position of the organization in hydro power generation, while working with
dedication and innovation in every project we undertaken.

To maintain continuous pursuit for cost effectiveness, enhanced productivity for ensuring financial
health of the organization to take care of stakeholders aspirations continuously

To be a technology driven transparent organization, ensuring dignity and respect for its team
members.

To inculcate value system all cross the organization for ensuring trustworthy relationship with its
constituent associates and stake holders.

As the third largest cement producer in the country, Jaypee Group is poised to increase its optimum output
from 19.10 MTPA to 33.55 MTPA by 2012. It has signed an MOUfor a 2 MTPA cement plant in a joint
venture with Assam Mineral Development Corporation.
Two units of Jaiprakash Associate Ltd. At Jypeenagar & Jaypeepuram were awarded 5 star rating by
British Safety Council U K for Health & SafetyManagement System.

17

The Historical milestone of the Group is shown below in the form of time-line:

Research Objective & Methodology

Objective:
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Working capital management is a very important in every manufacturing industry. So my main objective
of the study is to understand the Working capital Management in the following context:

Working Capital Policy

Cash Management System`
Receivable Management
Inventory Management
Working Capital Financing

Apart from studying the WCM at Jaypee Cement, my main aim would be to know the functioning of
Finance Department. To relate how theoretical concepts are implemented in real life situations. How
these concepts vary accordingly & also which concepts of any particular function is being adopted and
why.

Methodology of Project:

Firstly I would try to know the basics of each & every aspect under working capital Management in
this plant
How the different theoretical concepts are being implemented here
Then I would try to go deep in every aspect one-by-one
Which technique they use for their different processes
I would also try to learn the concepts and practical aspect of other activities of this plant
I would also try to understand relationship of the theoretical learning with the real life learning

Cement At Jaypee
JAIPRAKASH ASSOCIATES LIMITED - CEMENT DIVISION
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As JIL (Jaiprakash Industries Limited) and JCL (Jaiprakash Cement Limited) were two separate
companies in the group, carrying on the engineering & construction (E&C) and cement manufacturing &
marketing business respectively. With a view to consolidate the construction and cement operations under
one company, The Jaypee DALLA Plant group merged the JIL into JCL with the approval of the scheme of
Amalgamation from the High Court of Allahabad on March 11, 2004. The merger was effective from April
1, 2004 .Subsequently, the name of the merged entity has been changed to Jaiprakash Associates Ltd.
(JAL).
VISION OF THE CEMENT DIVISION:To be dynamic & vibrant, responsive to change scenario and flexible enough to absorb environment &
physical fluctuation. Harness the inherent strength of available human resources and materials has the
capacity to learn from success and more then anything else, ensure growth with human face.
MISSION OF THE CEMENT DIVISION:To ensure growth for improving the quality of life with human face and contribute to growing national
economy, maximizing benefits to their customers and the nation at large by serving the core sectors of the
economy.
The group produces Ordinary Portland Cement (OPC) (grades 33, 44, 53, IRST-40) and Pozzolana
Portland Cement (PPC) under the brand name jaypee cement. Its cement division has three modern,
computerized process control cement plants namely, Jaypee DALLA Plant (JRP), Jaypee Bela Plant
(JBP) with an aggregate capacity of 7.0 MTPA. With its plans of adding capacities in different regions of
the country, the group is poised to be a 24 MTPA cement producer by the year 2009. These will be
attained with the help of following plant:

Jaypee Sidhi Plant Location Baghwar Sidhi (M.P.)

Dalla Cement Plant Location U.P.

Chunnar Cement Plant Location U.P.

In Satna and Bhilai Slag Cement plant have been installed there.

In Himanchal Pradesh and Sridhi also the Cemant Plant are already in production.

The two plants (JRP, JBP) have received the ISO 9002 certification from the world renowned crediting
agency BVQI. They are also the largest exporter of cement and clinker to Nepal from last 6 years.

EXISTING OPERATING UNIT OF JAL

(CEMENT DIVISION):-

A) Jaypee DALLA Plant:

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Jaypee DALLA plant has 2 units with an aggregate capacity of 3.2 million tones per annum Unit-I of 1
million tones capacity was commissioned in 1986 and Unit-II and 1.5 million tones capacity was
commissioned in 1991.
B) Jaypee Bela Plant:
Jaypee Bela Plant, the second plant with the capacity of 2.2

MTPA (Million Tones Per annum)

commissioned in 1996. This plant is exempted from paying the excise duty on its production for 10 years
from the date of its commencement.
C) Jaypee Cement Blending Unit, Sadwa, Allahabad (JCBU):
Jaypee Cement Blending unit (JCBU) of 0.6 MTPA capacities was commissioned in December. 2002 at
the Village Sadwa-Khurd, District Allahabad, (UP) This is situated on Allahabad - DALLA road at a
distance of 28 KM from Allahabad.
D) Jaypee Ayodhya Grinding Operations (JAAGO):
The latest addition in cement manufacturing capacity came through Jaypee Ayodhya Grinding Operation
(JAAGO) having 1.0 MTPA capacity. With a view to the locally procured Fly Ash from NTPC - Tanda, this
plant was commissioned in August 2004 at Tanda in U.P.The company is having the need of the limestone
to meet that requirements they have established their Captive Limestone Mines. The three mining
centers they have to meet their requirements are as follows:

Naubasta Limestone Mine

Jaypee Limestone Mine
Bankuiyan Limestone Mine

The systematic and scientific mining operations of Jaiprakash Associates Limited are supported with the
help of Holder Bank Management Consultancy (HMC), Switzerland by state-of-the art computerized
programming the Computer Aided Deposit Evaluation (CADE) & Quarry Scheduling Optimisation
(QSO)
E)Jaypee Dala Cement piant Mirjapur
F)JaypeeBabupur Cement plant Satna
G)Jaypee Chunar cement plant Sonbhadra
H)Jaypee Nigri cement Plant
I)Jaypee Bhuj cement plant Gujarat

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History of Cement
Manufacture of cement has a history, which traces back to millennia. The Romans who were prolific
builders used burnt calcareous (calcium bearing) rocks along with pozzolanic materials in an era Before
Christ. The structures built by them, like the Pantheon, are still there for us to see proving the goodness of
cementations materials as input material for construction. Post industrialization and as infrastructure
development started globally, demands for cement have been growing steadily both quantitatively &
qualitatively.
India is the second largest cement producer in the world after China and cement consumption has
been growing at a CAGR of over 8% p.a. in the last five year.
Cement Manufacturing Process
Mining

The cement manufacturing process starts from the mining of limestone, which is the main raw material for
making cement. Limestone is excavated from open cast mines after drilling and blasting and loaded on to
dumpers which transport the material and unload into hoppers of the limestone crushers.

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Crushing Stacking and Reclaming of Coal

Crushing Stacking & Reclaiming of Limestone
The LS Crushers crush the limestone to minus 80 mm size and discharge the material onto a belt conveyor
which takes it to the stacker via the Bulk material analyser. The material is stacked in longitudinal stockpiles.
Limestone is extracted transversely from the stockpiles by the reclaimers and conveyed to the Raw Mill
hoppers for grinding of raw meal.
The process of making cement clinker requires heat. Coal is used as the fuel for providing heat. Raw Coal
received from the collieries is stored in a coal yard. Raw Coal is dropped on a belt conveyor from a hopper and
is taken to and crushed in a crusher. Crushed coal discharged from the Coal Crusher is stored in a longitudinal
stockpile from where it is reclaimed by a reclaimer and taken to the coal mill hoppers for grinding of fine coal.

Clinkerisation
Cement Clinker is made by pyroprocessing of Kiln feed in the preheater and the rotary kiln. Fine coal is fired
as fuel to provide the necessary heat in the kiln and the Precalciner located at the bottom of the 5/6 stage
preheater. Hot clinker discharged from the Kiln drops on the grate cooler and gets cooled. The cooler
discharges the clinker onto the pan / bucket conveyor and it is transported to the clinker stockpiles / silos.
The clinker is taken from the stockpile / silo to the ball mill hoppers for cement grinding.

Cement Grinding & Storage

Clinker and Gypsum (for OPC) and also Pozzolana (for PPC) are extracted from their respective hoppers and f

the Cement Mills. These Ball Mills grind the feed to a fine powder and the Mill discharge is fed to an elevator, w

takes the material to a separator, which separates fine product and the coarse. The latter is sent to the mill inlet
regrinding and the fine product is stored in concrete silos.

Packing
Cement extracted from silos is conveyed to the automatic electronic packers where it is packed in 50 Kgs.
Polythene bags and dispatched in trucks.

23

Electrical Power
For total power requirement of 90 MW (Jaypee DALLA Plant and Jaypee Bela Plant), we have
CPP 1 - 22.5 MW
CPP 2 - 22.5 MW
CPP 3 - 38.5 MW
Four DG sets provide an emergency backup.
Technical Services
Owning a strong, durable and beautiful home is one of the innate desires of every human being. At
Jaypee, the pioneers in the construction of mega Hydroelectric projects and other infrastructure projects,
we fully understand that good cement and construction material alone will not ensure strong and lasting
structures. Correct construction practices and quality control at the time of construction play an equally
important role. Our understanding of the construction practices and related problems has prompted us to
extend customized technical services specially tailored for the Individual Home Builders and large
projects. We firmly believe that quality construction leads to satisfied customers.
The Jaypee Cement Technical Support Service offerings are:
Technical Service Engineers
The Area Marketing Offices have a fully functional technical services department aptly supported by
qualified Civil Engineers who visit and interact with the customers to assess their needs and accordingly
advise them about the best construction practices so that the dream of a strong and durable home is
realized. Some of the customer-centric initiatives taken up by the Technical Service Engineers are:
Customized solutions to the problems of the individual home builder
Training the masons and contractors so that they are aware about good construction
practices
Train the channel partners (Dealers and Retailers) about the product and its correct usage
Interact routinely with the professionals (architects and engineers) and share information
regarding latest developments in the product and industry
The services of the Technical Service Engineers can be availed by all users of Jaypee Cement. For
more details, please contact nearest Jaypee Cement Area Marketing Office or Jaypee Cement
Authorized Dealers.

Cement Brands
Jaypee produces a wide variety of cements, which are specifically designed to cater to the customers
requirements for different types of cements in each of its markets. All the brands, which the Company
produces, are so evolved in their characteristics and properties that they will surpass BIS Standards. For
each brand, the relevant BIS standards are mentioned in enclosed table along with a comparison with
the BIS requirement.
The state-of-the-art cement plants operated by the Jaypee Group are equipped with the most modern
technology from the globally leading technology providers. Extensive Instrumentation & fully automatic
and computerized process control system, custom designed Quality Control software like QSO Expert
and CADES in the Mines, Cross Belt Expert Analyser using the Prompt Gamma Neutron Activation
Analysis - for the first time in India, X-Ray Fluorescence and X-Ray Diffraction analysers and optical
microscope, enable production of cement of the highest quality consistently on a sustained basis.
Jaypee DALLA Plant Quality control laboratory is accredited laboratory from National Accreditation Board
for Calibration & Testing Laboratories, for chemical and mechanical Cement testing.
All brands are marketed in attractive HDPE bags, containing 50 Kgs of quality cement from Jaypee.
Bags are identified with a conspicuous Jaypee Logo, which also over the years has come to be regarded
as a Hallmark of quality.
Jaypee produces & markets both Portland Pozzolana
24 Cement (PPC) & all grades of Ordinary Portland
Cement (OPC). A brief introduction of each brand is enumerated as below:PORTLAND POZZOLANA CEMENT
Jaypee Cement produces special blend of Portland Pozzolana Cement and markets it under the popular

CIVIL ENGINEERING
Initially, the Jaypee Group started as civil engineering contractors. Jaiprakash Associates Ltd., the
flagship company of the Group, is a leader in Construction of river valley and hydropower projects on
turnkey basis for more than 4 decades. The company is currently executing various projects in
hydropower / irrigation / other infrastructure fields and has had the distinction of executing simultaneously
13 hydropower projects spread over 6 states and the neighbouring country Bhutan for generating 10,290
MW of power. Jaypee Group undertakes projects involving:

Large quantities of rock excavation (both surface and underground)

Controlled earth/rock fill
Concrete manufacture and placement (including chilling)
Fabrication and erection of penstock liners
Hydro-mechanical equipment
Steel Structures
Expressway Construction
Real Estate Development

The projects that have been commissioned or in the advance stages of completion have been
undertaken by it either as a successful EPC contractor or as a Non EPC contractor.

25

CEMENT
Jaypee group is the 3rd largest cement producer in the country. The groups cement facilities are
located in the Satna which has one of the highest cement production growth rates in India.
The group produces special blend of Portland Pozzolana Cement under the brand name Jaypee
Cement (PPC). Its Cement Division currently operates modern, computerized process control cement
plants with an aggregate capacity of 24 MTPA*. The company is in the midst of capacity expansion of its
cement business in Northern, Southern, Central, Eastern and Western parts of the country and is slated to
be 36 MnTPA with Captive Thermal Power Plants totaling 702MW.
(* includes 2.2 MnTPA capacity in Joint Venture with SAIL)

Rationale of the Study

26

The Indian Cement Industry occupies a predominant position not only as one of the basic
industries for infrastructure development, but also because it is the 2 nd largest producer of cement
in the world.
Importance to Economy:
The cement industry accounts for approximately 1.3% of GDP and employs over 0.14
million people. It is a significant contributor to the revenue collected by both the central and state
governments through excise and sales taxes. Cement has consistently figured among the top 5-7
commodities. It is a heavily taxed commodity and the duties amount to around 30% of the selling
price of cement.
India is the second largest producer of cement in the world. In 2006-07, India (158 mt) is the
second largest producer- behind China (1000 mt), but ahead of the US (99 mt) and Japan (66 mt).
Indias cement industry both installed capacity and actual production has grown significantly
over the past three decades, with production increasing at an average rate of 8.1% per year between
1981 and 2005-06. Also it is worth noticing that the demand for cement is still outstrips supply by
at least 5 million tonnes (TOI, June 13,2010).
Major Players:
The major players in Indian cement industry in terms of sales and market share are:
1. Ultratech Cement
2. ACC ltd.
3

Ambuja Cement

3. Century Textiles & Inds.

4. India Cements
5. Jaiprakash Associates
6. Birla Corporation
The relative market share of large players in cement industry has changed significantly over the
years. Consolidation of capacities has seen Ultratech, Grasim, India Cement and Gujrat Ambuja
emerge as the leading player apart from ACC, which has been the market leader during all the
years of excepting FY2001.
27

Source: ICRA July 2010

Highlights of Indian Cement Industry
Large

Plants

(Large Plants means capacity more than 0.198 Mn.T. per annum)
Companies (Members) (Nos.)
Cement Plants (Nos.)
Installed Capacity (Mn. t.)
Cement Production (Mn. t.) 2005-06
Plants with Capacity of Million tonnes and above (Nos.)
Manpower Employed (Nos.) Approx.
Turnover in 2007 (Mn. US$) around

57
139
160.24
167.8
86
1,95,000
13,700

Source: Cement Manufacturers Association

JAIPRAKASH ASSOCIATES LIMITED - CEMENT DIVISION

Jaiprakash Associates Limited (JAL) formerly Jaypee Cement Limited is the well
diversified conglomerate JAYPEE GROUP, It's cement division has 3 modern, computerized
process control cement plants of 5.0 Million tonnes of aggregate per annum capacity near DALLA
in Madhya Pradesh, India the single largest cement complex at one location in India from where
more than 3, 00,000 bags are dispatched in about 1000 trucks per day. It is the largest cementmanufacturing complex at a single location in Asia.
The group produces Ordinary Portland Cement and Pozzolana Portland Cement. Its cement
division has three modern, computerized process control cement plants namely, Jaypee DALLA
Cement Plant (JRCP), Jaypee Bela Cement Plant (JBCP) with an aggregate capacity of 7.0 MTPA.
With its plans of adding capacities in different regions of the country, the group is poised to be a 20
MTPA cement producer by the year 2009.

28

In the near future, the group plans to expand its cement capacities via acquisition and
greenfield additions to maximize economies of scale and build on vision to focus on large size
plants from inception.
The Group is committed towards the safety and health of employees and the public. The
groups motto is ' Work For Safe, Healthy, Clean & Green Environment '.
Jaypee DALLA Plant:
Jaypee DALLA Plant has 2 units with an aggregate capacity of 2.5 million tonnage per
annum. Unit-I of 1 million tonnage capacity was commissioned in 1986 and Unit-II of 1.5 million
tonnage capacity was commissioned in 1991.
Jaypee Bela Plant:
Jaypee Bela Plant of 1.9 million tonnage capacity was commissioned in 1996. A blending
unit, first of its kind in the country, having a capacity of 6 lakh tonnage per annum was set up in
Sadva Khurd, Distt. Allahabad, (U.P.) in December 2001. pollution control.
Mining
In order to meet limestone requirement of the three Cement Plants, Jaiprakash Associates Limited
has three Captive Limestone Mines Naubasta Limestone Mine, Jaypee Limestone Mine and
Bankuiyan Limestone Mine.
The Mining operations are carried out by fully mechanized open cast mining methods. The
equipments used include 153 mm drill machines, hydraulic excavators of 3.8 cum & 4.1 cum
bucket capacities, in-situ rock breaker, heavy duty 35 MT carrying capacity dumpers, bull dozers
and miscellaneous equipments.
The reclamation and rehabilitation of mined area is a continuous process in Jaiprakash
Associates Limited. The hard overburden generated is used to back-fill the area with good topsoil
and area is rehabilitated in planned way by adopting large-scale afforestation

Performance
29

Jaypee DALLA Plant :Year

S.no. Production

2005-06 2006-07 2007-08 2008-09 2009- 10

Clinker Production (MTPA)

23.17

21.73

25.61

29.18

14.51

Total Cement Production (MTPA)

25.79

24.13

25.62

28.19

14.37

Jaypee Bela Plant :Year

S.no.

Production

2005-06

2006-07

2007-08

2008-09 2009- 10

Clinker Production (MTPA)

16.8

16.46

16.48

17.68

9.03

Total
Cement
(MTPA)

18.37

20.46

21.52

11.36

Production 17.83

Jaypee Ayodhya Grinding Operational, Tanda (U.P):

Year

S.no.

Production

Total Cement Production (MTPA)

Jaypee
Cement
Blending
Unit,
Production
Sadva, Allahabad
(U.P):S.no.
1

2008-09

2009- 10

7.56

3.9

Year
2005-06 200607

Total Cement Production 3.25

(MTPA)
30

4.53

200708

200809

2009- 10

5.53

5.87

2.81

31

Production:
Total production of cement companies in India has seen a growth of 25.05 percent from 1999-00 to
2009-10.
(In million tonnes)
Source: Cement Manufacturers Association
Major Cement Producing States:

Source: Cement Manufacturers Association

32

Revenue earned by cement biz

Rs.
Year

Crores

2005-06

797

2006-07

1040

2007-08

1281

2008-09

1932

2009-10

2069

33

BUSINESS CONCERNS OF JAYPEE GROUP

Civil
Engineering

Private Hydro
Power

Information
Technology

Thermal Station

Hospitality

Cement Division

34
Transmission
Lines

Social Work

35

Promoting and Designing exclusive network:In order make a network in any area company needs some dealers who represent its
brand so, Dealer is a medium between consumer and company, dealer play a big role in
marketing because without dealer company can not sell anything directly to consumer,
dealer play a role like a bridge between company & Consumer. Dealer sells of cement as a
owner of product that he is directly touched with the consumer so company cannot be loose
relation with dealer.
Consumer is main target of any company but without dealer this is not possible so
always a company tries to make a good and healthy relation and very curious about what is
the think of dealer problem of dealer, because in the market dealer face large number of
competitor of product. It is very necessary to when a company want to increase its sales
value he could be maintain good position in market through to dealer.
Dealer satisfaction is a very tough task because no one is satisfy in this world so we
cannot say I satisfied this person through to my work.. Satisfaction is only way to know the
real problem of any one and this cement field it is not a easy task satisfaction level of any
dealer measurement not very easy just know the problem.
Satisfaction is a feeling, which shows that what the dealer or any person want he get.
Company wants to satisfy dealer because a dealer or retailer are the person who are in
contact directly with the consumer so always those in need to satisfy the consumer and
make him aware about the project.

36

OBJECTIVE OF THE TOPIC

1) To find out the factors which encourages the dealers to become exclusive?

2) To know the problems faced by the various exclusive dealers.

3) To find out the reasons why the exclusive dealers switch to the multibrand dealer.

4) To find out the various special schemes given to exclusive dealers by other
competitive brands

5) To find out the strategies adopted by the competitors to maintain their exclusivity.

6) Comparative analysis of the facilities given various company.

7) To find out best promotion methods of jaypee.

37

RESEARCH METHODOLOGY
PROMOTING AND DESIGNING EXCLUSIVE NETWORK It is being a research
project. I have used random sampling technique with the help of questionnaire prepared by
me for exclusive brand dealers & multi brand dealers separately. The purpose of making of
this questionnaire was to get unbiased or clear information from the dealer.
The areas allotted to me for survey were DALLA. I had been given a list of dealers
of Jaypee Cement.
During the survey I met many dealers without discussing my identity to them & with
the help of questionnaire. I tried to obtain data regarding the factors influencing the dealer
to be exclusive & expectation of the dealers from the company. And also the advertisement,
promotion, transportation facility support from companies personals which help in
analyzing the data.
I used graphical representation method to represent my survey report, I analyse the
primary data which I got in survey on the basis of the dealer suggestion & views.
METHODOLOGY:1) TARGET AREA
I have covered DALLA areas for the survey.
2) SAMPLE SIZE
AREA

SAMPLE SIZE

DALLA

100

3) DATA SOURCES:1. Primary sourcesPrimary data is collected by means of questionnaire

2. Secondary sourcesSecondary data is taken from the following sources38

a) Jaypee booklet
b) Jaypee website- www.jalindia.co.in

39

RESEARCH ANALYSIS

Promoting and designing exclusive network

Dealer Types:
Based upon my survey I have divided the dealers into two broad groups. According
to the study in cement sector there are two groups
1. Multi Brand Dealer
2. Exclusive dealer
As per my survey I met with the two type of dealer multi brand and exclusive brand
dealer and I meet with 40 dealer of multi brand dealer and 20 dealer of exclusive dealer.
Totally I meet with 60 dealer and collect the data from them.
(1)Multi Brand Dealer :During my survey I met with 40 dealer of multi brand dealer of cement and asking
question through to questionnaire and getting the data's.
Factor influence dealer for selecting a brand
I
Profit
Quality

II

III

Supply
Sales Promotion

IV

Relation with co.

40

Clearly shown in the table that dealers are affected with the profit of cement sale and
they give more attention to get maximum profit to himself. After profit they influenced with
the supply of cement because supply of cement affected his business strongly then they
mark to quality, sales promotion & relation with com
Characteristics of Good cement brand
I
Profit

II

III

IV

Quality

Supply

Sales Promotion

According to this chart the dealers give preferences to more & more profit & they
know cost of cement affects market as well as they wants good quality with good supply of
cement. Advertisement or sales promotion directly affected to consumer mind & they
asking about quality and rate of cement.

41

QUALITY

According to my survey maximum dealer give full point to J.P. Cement for quality
then they said prism is little back to JP comparison of quality one thing is there ACC is
very big run to competitor to quality brand.

42

1. AVAILIBILITY

According to dealer the supply of J.P is good compare to Prism, dealer point of
view is supply create more problem to his business when a company not provide
proper supply dealer can not fulfill the demand of consumer.

43

2.

Sale Promotion

Prism create good image in market on point of sales promotion as compared to J.P from
dealer 's prospective when a company give a special preferences to sale promotion he create
more effect in mind of consumer.

44

3. Relation with Company staff

Dealer are very much satisfied to J.P in point of relation of company and dealer, it is good
to maintain long presence in market.

45

5. MARGIN

According to my survey I found that Acc is giving more margin as compaired to J.P &
prism, In order to attract the dealers but not able to do so because dealers have to give the
brand according to customer demand.

46

6. DISCOUNTS

According to survey I found that about both cash discount &quantity discount dealers
told that all the brands are giving discount close to each other.

47

(2.) EXCLUSIVE DEALER

Those dealer who sale only one brand in the market and they are not selling any other
brand it means they are very choosy dealer of a special Brand they can not sale any other
brand in market as compared to multi brand dealer. In DALLA market I found exclusive
brand dealer of following brand in my survey. Their preferences to which cement they are
selling due to .

According to the survey I found that the Jaypee Cement has more exclusive dealers as
compaired to the other brands. In my pilot survey I had met 60 dealers out of them 25 are
exclusive dealers.
The majority of Exclusive dealers belong to jaypee which are 12 out of 25. Prism
has 8 dealers out of 25. ACC has 3 dealers & Maihar gold has 2 dealers.
In my survey I had done a comparative study of the different brands in the market
according to the facilities provided by them to the dealers in the market.

48

I
found

in

the survey
that quality
wise J.P is
the best in
the market
which I covered in my survey and prism is in the second position. And the dealers are fully
satisfied with the quality & availability of J.P but in the other factors like margin, discounts
and special schemes they are pointing out the prism is the best for their dealers.

49

Data Analysis
Q.1 - Which brand do you prefer most?
No of Builders

Percentage

Company

Jaypee

16

40%

Prism

14

35%

ACC

06

15%

Maihar

04

10%

Interpretation:Maximum builders, which are about 40%, are using Jaypee cement,near about
35% are using Prism,15% builders are using ACC cement & 10% are using Maihar cement.

50

Q.2 Rank the companies stockiest on the basis frequency of making personal visits & ph calls.

Name of company

Total of
Rank

Jaypee

68

Prism

60

ACC

42

Maihar

30

Rank of company stockist

80
70
60
50
40
30
20
10
0
Jaypee

Prism

ACC

Maihar

Interpretation:-

51

From this data we can conclude that rank of Jaypee Company among stockiest is 60
and the rank of Maihar cement is 30, but comparatively to both Prism cement got the highest
rank.

Q.3 Which Companies stockiest inform you about the change in the market price faster?
Company that provides information to the customers about the price change in the near future:Company

No. of Stockiest

JPP

15

ACC

Maihar

Interpretation:From this data we conclude that Jaypee cements stockiest are not
informing the customers (about the change in market price in the near future) faster than Prism
cements stockiest.

52

Q.4 What factors are considered by the consumers?

Factor

No. of consumer

Availability

09

Price

13

Knowledge

02

Colour

03

Brand image

06

Pack size

04

Schemes & offers

03

53

Interpretation:From the above data we can say that mostly price factor is consider by
the consumers which is 32%, total availability is also consider by the some consumers which is
22% of total. Some consumers are considering the Brand image of any particular company when
they are making the decision to purchase cement.

Q.5 which cements companys advertising strategy is attracting you?

Name of company

No. of respondent

Jaypee

21

Prism

08

Acc

09

Maihar

02

54

Interpretation:From the above data we conclude that about 21 no. of respondent says
that Jaypee Cement Companys advertising strategy is more attractive than other cement
companys advertising strategy.

Q.6 What attract customer to re-purchase the product?

Factors

No. of
Respondent

Quality

15

Price

18

Transport

Colour

55

Interpretation:From this data we can say that maximum consumers are consider the price &
quality factor when they think to re-purchase any spec

FINDING
1. During my survey when I asked question regarding dealer satisfaction
Most of the dealers are unsatisfied by the companies special treatment which are
given to the dealers.
2. Talking about the question regarding dealers switching from Exclusive to multi brand
many of the dealer have given the reason of heavy customer demand for other brands and
some pointed out to utilize the schemes given by other company.
3

Talking about question regarding quality of the brands then dealer has given first
preference given to J.P as compared to the other competitive brands.

During my survey when I asked question regarding availability of cement they are
satisfied with J.P performance.

During my survey when I asked question regarding Dealer level promotions of jp

they are partially satisfied specially multi brand dealers

56

6.

During my survey when I asked questions regarding best promotion ativities then I
found that wall painting, mason meet, Dealer meet,Hoarding, Gift items are some of
the important productions that every company is doing on regular basis.

SUGGESTION
I found some problems in my survey by the dealers regarding jaypee cement plant. I
highlighted the problems not just the suggestion.

1) The major factor which is responsible for the enhancement of market share and
dealer satisfaction is the availability of the product. So company management should
try to make the product available in time while keeping the freight charges reduced
2) Marketing personnel should pay regular visit and maintain good relation with dealer.
3) Price should be competitive according to the market.
4) Make aware the dealer as well as customer about the quality of ppc cement.
5) Some gifts, tour, should be given to the dealer which motivates him.
6) Company should invite suggestion from the dealer and customer.
7) Try to remove variation in the price of cement.
8) Dont ignore the market having less potential.
57

9) Company should concentrate on promotional activities..

LIMITATION OF STUDY
1)

As a student, only those things are written which were originally found in the
survey.

2)

It is believed that whatever different dealers said is true and biased.

3)

This report is for the market of DALLA not for any other market.

4)

I met with many exclusive dealers and their could be some personal bias for
their brand.

5)

The data I collected for my report is both primary and secondary. So there is
always less reliability for secondary data.

6)

No accuracy of 100% could be guaranteed here in this report.

58

CONCLUSION

After completion of pilot survey I found that cement companies should concentrate
more on dealer satisfaction because they are the person who are responsible for the
company sales maximization. Company should also focus on the promotional activities
because it affects the market a lot. In order to to create the demand in the market. JP group
has to worked on his technical and dealer level promotions and make them better from
others.
This research has given me a practical knowledge about companys promotional
activities in the market. I have gained a lot especially during analysis of data and the time of
data collection. I also came to know about various marketing strategies that a company
adopted during promotions.

59

I thank the entire respondent who provides their valuable time for giving the
information about my topic.
This research has enriched me with full of experience & I have tried my best for
achieving the better and accurate results.

60

BIBLIOGRAPHY

Following are the name of the books and internet site, which have been
consulted for preparation of this project report.
Books :

Research Methodology

- C.R. Kothari

Website :

www. jalindia.co.in

www.google.com

61