Market perception of Bangur cement vis-vis leading brands regarding price, quality

and promotional support.

BY :SHUBHAM AGRAWAL
20130112
B.COM 5TH SEM

SUMMER
INTERNSHIP
IN

SHREE
CEMENT

BJECTIVES OF INTERNSH
Analysing the importance of the various
elements of the marketing mix (product,
price, promotion, and service ordering)
individually and how to optimize the
marketing mix to enhance market
performance.
To identify the key purchase behaviour of
customers.
To identify the customers perception about
Bangur Cement.
To identify the key competitors, and
elements of competition on the existing

RESEARCH METHODOLOG
Sample Size
PLACE

MULTIBRAND DEALERS VISITED

NORTH DELHI

27

SOUTH DELHI

15

EAST DELHI

24

WEST DELHI

25

FARIDABAD

16

TOTAL

107

Data collected
Primary : Market Research , company dealer
Secondary : Internet

ORGANISATION
PROFILE
Shree Cement is among the top ten Cement makers

in India.
The company is one of the most cost-efficient
Cement producers in the country.
Shree created major landmark in 2013-14 with an
operating margin of 45%, one of the best in world
cement industry.
Shree is Indias second fastest mid-sized
growing company (according to a
Business Today survey).
The company multi-brand portfolio
consists of both OPC & PPC offers like
Shree Ultra Ordinary Portland Cement,
Shree Ultra Jung Rodhak Cement, Bangur
Cement and the newly established Tuff
Cemento 3556.

The main reasons for their

success is:
Price mainly drives the market and the
dealers mainly push that brand which
gives them higher profit as compare to
others .

Brand image
Support from lower end
Quality Product
fast performance
Good distribution network
Advertisement
Easy availability

Bangur has set up an amazing network of dealers and

retailers in Delhi and Faridabad.

COMPARATIVE STUDY
Brands

Average
month(MT)

Bangur

9194

Shree

25000

Ambuja

37000

ACC

10000

Ultratech

11000

JK Lakshmi

12000

Shriram

12000

Jaypee

10000

Binani

9000

Cemento

2800

Birla Uttam

6000

JK(N)

9000

Birla Chetak

10000

Others

17006

Sales

per

ONCLUSION AND FINDING

Ambuja emerged as the brand to receive highest brand rating in terms of
brand image
with an overall rating of 5 out of 5, followed by Ultratech, ACC .

In terms of average sales per month, Ambuja emerged as leader with an

average sales per
month of about 37000 MT (metric tonne). Bangur stands at 8th position with
an average sales
of about 9194 MT.

The market share of Bangur Cement is coming out to be 5.1% in Delhi.

The strength of Bangur Cement is its vast network and Cost effective
manufacturing.

The weakness of Bangur Cement is its lethargic attitude towards

dealers, low brand awareness and negative marketing by Shree and
Cemento.